1. 7 Steps to Marketing Success
How 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
Marketing
Hourglass

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. Publish
Educational
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
Online
Presence

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. Nobody
wants to
read 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. Lead
Generation
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

45. Partner community
• Frame of mind
• Identify
• Recruit
• Activate
• Platform

46. Intro in reverse
• Letter of introduction
• Perfect introduction
• Blank introduction

48. Partner program
• Recruit and introduce
• Conduct video interview
• Create content opp
• Acquire special offers
• Make referrals
• Rate and review
• Create events
• “Little Black Book”

49. Lead
Conversion
is a system

50. Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience

51. New Customer Orientation
• Who you need to know
• What we need to know
• What to do next

52. Live by the
Calendar

53. Live by the calendar
• Monthly themes
• Weekly actions
• Daily appointments
• Make it a game

54. The Ultimate
Marketing
System Online
ducttapemarketing.com
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