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7 Steps to Marketing SuccessHow to create a marketing system
Housekeeping • Audit – ducttape.me/asmcbc • Slides -
Definition of Marketing       Know   Like   Trust
Marketing is a System 1.   Strategy before tactics 2.   Fill your marketing hourglass 3.   Publish educational content 4. ...
Strategy before tactics • Identify your ideal client • Choose a value proposition • Define a core difference • Connect the...
Profit         Referrals
Customer driven strategy • Why did you buy? • Why do you stay? • What’s one thing you loved? • What frustrates you? • What...
Build your MarketingHourglass
The funnel      is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
The Marketing HourglassTM         Know      • Who and how, ads, referrals, networking          Like     • Website, blog co...
The Marketing HourglassTM         Know                  •Who and how                  •Ads                  •Referrals    ...
PublishEducational Content
The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
Content that builds trust  • How to content  • Reviews  • Testimonials  • Articles
Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video...
Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
Total  OnlinePresence
Pillars of a total online presence • Content Platform • Organic SEO • Email Marketing • Social Media Marketing • Online Ad...
Listening station tools     Google Alerts     Google Reader     Search.twitter     Social CRM     Twitter lists
Optimize online content • Ask your customers • Google Keywords • Wordtracker • Blog religiously • Think local content • Ch...
Nobodywants toread your   blog
The right links • Write a blog      • Blog comments • Guest post        • Social bookmarking • Social PR         • Social ...
Capture and segment visits • Trade value for emails • Use email service   • Constant Contact   • Aweber   • Vertical Respo...
Claim real estate • Social profiles   • Facebook   • Google+   • LinkedIn   • Twitter • Knowem • Be Sharable • Optimize br...
Integrate landing pages • Every goal gets a page • Drive advertising • Drive social • Premise • Unbounce
Play ratings and reviews• Google+ Local• Yahoo Local• Bing Local• Yelp• CitySearch• InsiderPages
Google Shopping• Product ads• Price shopping• Local intent• Google Merchant
Offline calls to action•   Free workshop•   Click to call/chat•   Schedule now•   Contest•   Directions
Click to call/chat• Pricing/quote    – Liveperson    – BoldChat    – Olark•   Directions•   Inventory•   Availability•   H...
O2O advertising•   Google Adwords•   Google Express•   Facebook targeting•   Landing pages
Twitter best practices   • Think objectives   • List your customers   • Follow (twellow.com)   • Use search and aggregate ...
Facebook best practices  • Build fan page  • Make personal public subscribers  • Promote with “Like” button  • Focus on th...
LinkedIn best practices • Profile – links, keywords, descriptive • Connect through groups • Comment and share in groups • ...
Google+ Best Practices • Build a full profile • Claim your place page • Promote with “+1” button • Focus on small Circles ...
LeadGeneration    Trio
Lead generation • Advertising • Public relations • Referral systems
Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
Image ad vs. direct response
Public Relations • It’s about relationships • Use alerts • Monthly touch • Use online press releases
PR Tools • Google Alerts • HARO • PRWeb • Twitter Lists
Referrals• Champions• Education• Offers• Tools• Community
Educate – the perfect intro•   How you can spot our ideal client•   How to present our core message•   List of trigger sta...
Partner community• Frame of mind• Identify• Recruit• Activate• Platform
Intro in reverse• Letter of introduction• Perfect introduction• Blank introduction
Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referral...
LeadConversionis a system
Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction...
New Customer Orientation • Who you need to know • What we need to know • What to do next
Live by theCalendar
Live by the calendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
The UltimateMarketingSystem Online      ducttapemarketing.com                              54
Asm cexpanded7steps
Asm cexpanded7steps
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Transcript of "Asm cexpanded7steps"

  1. 1. 7 Steps to Marketing SuccessHow to create a marketing system
  2. 2. Housekeeping • Audit – ducttape.me/asmcbc • Slides -
  3. 3. Definition of Marketing Know Like Trust
  4. 4. Marketing is a System 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total online presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendar
  5. 5. Strategy before tactics • Identify your ideal client • Choose a value proposition • Define a core difference • Connect the dots
  6. 6. Profit Referrals
  7. 7. Customer driven strategy • Why did you buy? • Why do you stay? • What’s one thing you loved? • What frustrates you? • What would you Google? • Who else do you refer?
  8. 8. Build your MarketingHourglass
  9. 9. The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
  10. 10. The Marketing HourglassTM Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
  11. 11. The Marketing HourglassTM Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust •Search •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing Buy •Service team •New customer kit •Finance/delivery Repeat •Post project survey •Cross selling •Quarterly events Refer •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  12. 12. PublishEducational Content
  13. 13. The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
  14. 14. Content that builds trust • How to content • Reviews • Testimonials • Articles
  15. 15. Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
  16. 16. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
  17. 17. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
  18. 18. Total OnlinePresence
  19. 19. Pillars of a total online presence • Content Platform • Organic SEO • Email Marketing • Social Media Marketing • Online Advertising • Mobile and Location • Analytics and Conversion
  20. 20. Listening station tools Google Alerts Google Reader Search.twitter Social CRM Twitter lists
  21. 21. Optimize online content • Ask your customers • Google Keywords • Wordtracker • Blog religiously • Think local content • Chapters • Get links! • Use social
  22. 22. Nobodywants toread your blog
  23. 23. The right links • Write a blog • Blog comments • Guest post • Social bookmarking • Social PR • Social networks • Social profiles • Article directories
  24. 24. Capture and segment visits • Trade value for emails • Use email service • Constant Contact • Aweber • Vertical Response • emfluence • Pippity/Wufoo • Survey funnel • Get Smart Content
  25. 25. Claim real estate • Social profiles • Facebook • Google+ • LinkedIn • Twitter • Knowem • Be Sharable • Optimize brand assets • YouTube • Slideshare • Flickr/Picasa
  26. 26. Integrate landing pages • Every goal gets a page • Drive advertising • Drive social • Premise • Unbounce
  27. 27. Play ratings and reviews• Google+ Local• Yahoo Local• Bing Local• Yelp• CitySearch• InsiderPages
  28. 28. Google Shopping• Product ads• Price shopping• Local intent• Google Merchant
  29. 29. Offline calls to action• Free workshop• Click to call/chat• Schedule now• Contest• Directions
  30. 30. Click to call/chat• Pricing/quote – Liveperson – BoldChat – Olark• Directions• Inventory• Availability• Hotline help
  31. 31. O2O advertising• Google Adwords• Google Express• Facebook targeting• Landing pages
  32. 32. Twitter best practices • Think objectives • List your customers • Follow (twellow.com) • Use search and aggregate • Use 3rd party tool – tweetdeck
  33. 33. Facebook best practices • Build fan page • Make personal public subscribers • Promote with “Like” button • Focus on the Wall with content • Use images for status updates • Add “Like” plugin to your site • Buy ads to promote content
  34. 34. LinkedIn best practices • Profile – links, keywords, descriptive • Connect through groups • Comment and share in groups • Mine for leads – premium acct. • Questions and Answers
  35. 35. Google+ Best Practices • Build a full profile • Claim your place page • Promote with “+1” button • Focus on small Circles • Use images and videos • Comment with +name • Hangout with customers
  36. 36. LeadGeneration Trio
  37. 37. Lead generation • Advertising • Public relations • Referral systems
  38. 38. Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
  39. 39. Image ad vs. direct response
  40. 40. Public Relations • It’s about relationships • Use alerts • Monthly touch • Use online press releases
  41. 41. PR Tools • Google Alerts • HARO • PRWeb • Twitter Lists
  42. 42. Referrals• Champions• Education• Offers• Tools• Community
  43. 43. Educate – the perfect intro• How you can spot our ideal client• How to present our core message• List of trigger statements• Our referral offer• Our marketing process
  44. 44. Partner community• Frame of mind• Identify• Recruit• Activate• Platform
  45. 45. Intro in reverse• Letter of introduction• Perfect introduction• Blank introduction
  46. 46. Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referrals• Rate and review• Create events• “Little Black Book”
  47. 47. LeadConversionis a system
  48. 48. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
  49. 49. New Customer Orientation • Who you need to know • What we need to know • What to do next
  50. 50. Live by theCalendar
  51. 51. Live by the calendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
  52. 52. The UltimateMarketingSystem Online ducttapemarketing.com 54
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