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Asm cexpanded7steps

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Transcript

  • 1. 7 Steps to Marketing SuccessHow to create a marketing system
  • 2. Housekeeping • Audit – ducttape.me/asmcbc • Slides -
  • 3. Definition of Marketing Know Like Trust
  • 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. Strategy before tactics • Identify your ideal client • Choose a value proposition • Define a core difference • Connect the dots
  • 6. Profit Referrals
  • 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. Build your MarketingHourglass
  • 9. The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
  • 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. 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. PublishEducational Content
  • 13. The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
  • 14. Content that builds trust • How to content • Reviews • Testimonials • Articles
  • 15. Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
  • 16. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
  • 17. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
  • 18. Total OnlinePresence
  • 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. Listening station tools Google Alerts Google Reader Search.twitter Social CRM Twitter lists
  • 21. Optimize online content • Ask your customers • Google Keywords • Wordtracker • Blog religiously • Think local content • Chapters • Get links! • Use social
  • 22. Nobodywants toread your blog
  • 23. The right links • Write a blog • Blog comments • Guest post • Social bookmarking • Social PR • Social networks • Social profiles • Article directories
  • 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. Claim real estate • Social profiles • Facebook • Google+ • LinkedIn • Twitter • Knowem • Be Sharable • Optimize brand assets • YouTube • Slideshare • Flickr/Picasa
  • 26. Integrate landing pages • Every goal gets a page • Drive advertising • Drive social • Premise • Unbounce
  • 27. Play ratings and reviews• Google+ Local• Yahoo Local• Bing Local• Yelp• CitySearch• InsiderPages
  • 28. Google Shopping• Product ads• Price shopping• Local intent• Google Merchant
  • 29. Offline calls to action• Free workshop• Click to call/chat• Schedule now• Contest• Directions
  • 30. Click to call/chat• Pricing/quote – Liveperson – BoldChat – Olark• Directions• Inventory• Availability• Hotline help
  • 31. O2O advertising• Google Adwords• Google Express• Facebook targeting• Landing pages
  • 32. Twitter best practices • Think objectives • List your customers • Follow (twellow.com) • Use search and aggregate • Use 3rd party tool – tweetdeck
  • 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. LinkedIn best practices • Profile – links, keywords, descriptive • Connect through groups • Comment and share in groups • Mine for leads – premium acct. • Questions and Answers
  • 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. LeadGeneration Trio
  • 37. Lead generation • Advertising • Public relations • Referral systems
  • 38. Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
  • 39. Image ad vs. direct response
  • 40. Public Relations • It’s about relationships • Use alerts • Monthly touch • Use online press releases
  • 41. PR Tools • Google Alerts • HARO • PRWeb • Twitter Lists
  • 42. Referrals• Champions• Education• Offers• Tools• Community
  • 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. Partner community• Frame of mind• Identify• Recruit• Activate• Platform
  • 45. Intro in reverse• Letter of introduction• Perfect introduction• Blank introduction
  • 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. LeadConversionis a system
  • 48. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
  • 49. New Customer Orientation • Who you need to know • What we need to know • What to do next
  • 50. Live by theCalendar
  • 51. Live by the calendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
  • 52. The UltimateMarketingSystem Online ducttapemarketing.com 54