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Welcome toRISE WEEK 2011Seven Steps to Marketing Success           Hosted by           Rick L’Amie         Moxie Marketing
The Moxie StoryA bottle & a book
Definition of Marketing          American Marketing Association      Marketing is the activity, set of institutions,      ...
Courtesy: Business Marketing Association/Fuller Smith & Ross1958
Marketing is a System1.   Strategy before tactics2.   Fill your marketing hourglass3.   Publish educational content4.   Cr...
"Strategy without  tactics is the  slowest route to  victory. Tactics  without strategy  is the noise  before defeat”     ...
1) Strategy before tactics
1a) Narrow your focus
What is ideal?  Values you  Profitable  Refers
Ideal customer • Demographics • Psychographics • Geographics • Behavior
1b) Differentiate and dominate
Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could w...
What people really buy?   Your unique product   Your unique service   Your unique process   Your unique experience   ...
Differentiate - Architect   What you do for a living    “We help contractors get paid faster”   Complimentary statement ...
1c) Package your Business
Image is everything  Conduct a communications audit  How do your name, logo, branding, colors   communicate what you do?...
3) The Marketing Hourglass
The Marketing Hourglass                 Know                 Like                 Trust                  Try              ...
TheBuying Pattern
TimingTriggers
Research
Know• GOOGLE = Online• ASK = Referral• KNEW YOU =  Advertising/Promo• READ/HEARD =  Public Relations
LikeSomething they:READ         SEEHEAR         FEEL
= Minimize   RiskProof           Trial ProductsGuarantees      Low Cost
Deliver      CROSS SELL &      UP SELL      +      NURTURE      = RAVING FANS!
The Marketing Hourglass                                • Articles     Know                       • Ads                    ...
Filling the gaps – product & process questions                                       • Articles            Know           ...
Marketing Life Cycle
The product/service mix strategy • What is your free or trial offering? • What is your starter offering? • What is your “m...
3) Publish educational content
Content that builds trust  • Educational  • Social media  • Reviews  • Testimonials
Content that educates • White papers • Webinars • FAQs • Success stories • Perfect Intro
4) Create a total web presence
600 Million Active Facebook UsersPhoto Credit:             Source: Tech HeraldOversocialized
126 Million The number of blogs on the Internet.Source: Jess3
10 Billion+ Tweets Sent on              Twitter Since 2006Photo Credit: Rosaura Ochoa    Source: Mashable
2 Billion Videos Are Streamed       Each Day On YouTubePhoto Credit: jonsson        Source: Techcrunch
Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings...
Hub and SpokeSocial media in business
5) Inbound lead generation trio
Inbound lead generation • Advertising • Public relations • Referral systems
Advertising • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
7 Tips to Writing a Direct Response Letter  1.   Curiosity-arousing headline  2.   Identifying a problem or a need  3.   S...
Public Relations • It’s about relationships • Pitch, don’t release • Monthly touch • Use online press releases
Referrals • Be more referable • Target • Educate • Offers • Follow-up
6) Selling is a system too
Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction...
7) Live by the calendar
Live by the calendar • Monthly themes • Weekly actions • Daily appointments
Questions?
About Moxie Marketing  Marketing with an Attitude for Small Business• We help small business owners and service profession...
About Moxie Marketing – Creative Services – Jolly Design    • Logos, business identity    • Marketing collateral    • Web ...
Services• Core offering: Guided Marketing Program (One-  on-one) – Your Virtual Marketing Manager• Marketing Training Camp...
Worked With
Sample Current Clients
About Duct Tape Marketing• Used worldwide by        “Clever marketing ideas galore and                            lots of ...
Rick L’Amie•   Web: www.getmoxiemarketing.com•   Blog: www.marketingwithmoxie.com•   Twitter: twitter.com/MoxieMarketing• ...
Marketing Training CampStarts Mar. 29
Training Camp Schedule•   Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and    D...
Introducing Local Search ProA Five-Step Process for Dominating Your Local SearchLandscape1. Make your web pages local frie...
Social Media Pro Workshop –             Webinar Series•   Session One – Creating a Social Media Strategy•   Session Two – ...
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RISE 2011 Presentation: Seven Steps to Marketing Success

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Presentation by Rick L'Amie to RISE 2011 conference, March 7, Austin, Texas.

Content used by permission, Duct Tape Marketing

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Transcript of "RISE 2011 Presentation: Seven Steps to Marketing Success"

  1. 1. Welcome toRISE WEEK 2011Seven Steps to Marketing Success Hosted by Rick L’Amie Moxie Marketing
  2. 2. The Moxie StoryA bottle & a book
  3. 3. Definition of Marketing American Marketing Association Marketing is the activity, set of institutions, Webster’s and processes for creating, 1 a : the act or process of selling or Know Like Trust communicating, delivering, and exchanging purchasing in a market. offerings that have value for customers, clients, partners, and society at large.
  4. 4. Courtesy: Business Marketing Association/Fuller Smith & Ross1958
  5. 5. Marketing is a System1. Strategy before tactics2. Fill your marketing hourglass3. Publish educational content4. Create a total web presence5. Use a lead generation trio6. Make selling a system too7. Live by the calendar
  6. 6. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu, The Art of War
  7. 7. 1) Strategy before tactics
  8. 8. 1a) Narrow your focus
  9. 9. What is ideal?  Values you  Profitable  Refers
  10. 10. Ideal customer • Demographics • Psychographics • Geographics • Behavior
  11. 11. 1b) Differentiate and dominate
  12. 12. Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could we do better?• Would you refer us?
  13. 13. What people really buy?  Your unique product  Your unique service  Your unique process  Your unique experience  Your unique people  Your unique guarantee  Your unique packaging  Your unique delivery  Your unique solution
  14. 14. Differentiate - Architect  What you do for a living “We help contractors get paid faster”  Complimentary statement “Zoning adjustment compliance system”  Positioning goal/statement #1 Design/Build Architect  Core marketing message “The Contractors Architect”
  15. 15. 1c) Package your Business
  16. 16. Image is everything  Conduct a communications audit  How do your name, logo, branding, colors communicate what you do?  How do you “package” your business? • “Brand” vs. “Brand Identity”  What do you name your products or service?  Quality counts – hire a pro
  17. 17. 3) The Marketing Hourglass
  18. 18. The Marketing Hourglass Know Like Trust Try Buy Repeat Refer © Duct Tape Marketing – all rights reserved
  19. 19. TheBuying Pattern
  20. 20. TimingTriggers
  21. 21. Research
  22. 22. Know• GOOGLE = Online• ASK = Referral• KNEW YOU = Advertising/Promo• READ/HEARD = Public Relations
  23. 23. LikeSomething they:READ SEEHEAR FEEL
  24. 24. = Minimize RiskProof Trial ProductsGuarantees Low Cost
  25. 25. Deliver CROSS SELL & UP SELL + NURTURE = RAVING FANS!
  26. 26. The Marketing Hourglass • Articles Know • Ads • Referrals • Web site Like • Reception • Newsletter • Marketing kit Trust • Free report • Product Presentation • Webinar Try • Evaluation • Nurturing • Service team Buy • New customer kit • Finance/delivery • Post project survey Repeat • Cross selling • Quarterly events • Results reviews Refer • Partner intros • Peer2peer events© Duct Tape Marketing – all rights reserved
  27. 27. Filling the gaps – product & process questions • Articles Know • Ads • Referrals Like Trust Try • Service team Buy • New customer kit • Finance/delivery Repeat • Results reviews Refer • Partner intros • Peer2peer events © Duct Tape Marketing – all rights reserved
  28. 28. Marketing Life Cycle
  29. 29. The product/service mix strategy • What is your free or trial offering? • What is your starter offering? • What is your “make it easy to switch” offering? • What is your core offering? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings?
  30. 30. 3) Publish educational content
  31. 31. Content that builds trust • Educational • Social media • Reviews • Testimonials
  32. 32. Content that educates • White papers • Webinars • FAQs • Success stories • Perfect Intro
  33. 33. 4) Create a total web presence
  34. 34. 600 Million Active Facebook UsersPhoto Credit: Source: Tech HeraldOversocialized
  35. 35. 126 Million The number of blogs on the Internet.Source: Jess3
  36. 36. 10 Billion+ Tweets Sent on Twitter Since 2006Photo Credit: Rosaura Ochoa Source: Mashable
  37. 37. 2 Billion Videos Are Streamed Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch
  38. 38. Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings and reviews • Social media participation
  39. 39. Hub and SpokeSocial media in business
  40. 40. 5) Inbound lead generation trio
  41. 41. Inbound lead generation • Advertising • Public relations • Referral systems
  42. 42. Advertising • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
  43. 43. 7 Tips to Writing a Direct Response Letter 1. Curiosity-arousing headline 2. Identifying a problem or a need 3. Show that your service Is the solution 4. Stress benefits 5. Offer proof you can solve the problem 6. Invite them to take action 7. Give them a way to respond
  44. 44. Public Relations • It’s about relationships • Pitch, don’t release • Monthly touch • Use online press releases
  45. 45. Referrals • Be more referable • Target • Educate • Offers • Follow-up
  46. 46. 6) Selling is a system too
  47. 47. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
  48. 48. 7) Live by the calendar
  49. 49. Live by the calendar • Monthly themes • Weekly actions • Daily appointments
  50. 50. Questions?
  51. 51. About Moxie Marketing Marketing with an Attitude for Small Business• We help small business owners and service professionals realize their business dreams• Install small business marketing systems & equip your company with great creative, tools and tactics. – Strategy before tactics • Powered by Duct Tape Marketing, Certified Consultant • Simple, effective, affordable – Collaborative Consulting • Your Businesses Virtual Marketing Dept. • Group Training
  52. 52. About Moxie Marketing – Creative Services – Jolly Design • Logos, business identity • Marketing collateral • Web Design – Public Relations – Dave Manzer Creative Relations – SEO, SEM – Advertising & Copywriting – Video & Direct Marketing – Email Marketing
  53. 53. Services• Core offering: Guided Marketing Program (One- on-one) – Your Virtual Marketing Manager• Marketing Training Camp• Referral Engine Group Training• Social Media Group Training• Match experts and contractors to match the client’s needs and budgets (writers, etc.)• Services: Constant Contact, SEO, Pixability Video Marketing
  54. 54. Worked With
  55. 55. Sample Current Clients
  56. 56. About Duct Tape Marketing• Used worldwide by “Clever marketing ideas galore and lots of contrarian thinking about thousands of small what works and what doesn’t” ― Forbes magazine business owners• A system, not a plan• Up to date marketing techniques• Used by a network of more than 50 marketing professionals worldwide• Backed by companies such as Sage, Marketing Plan Pro HP and Constant Contact
  57. 57. Rick L’Amie• Web: www.getmoxiemarketing.com• Blog: www.marketingwithmoxie.com• Twitter: twitter.com/MoxieMarketing• LinkedIn: www.linkedin.com/in/ricklamie• Email: rick.lamie@getmoxiemarketing.com• Phone: 512.814.MOXIE (6694)
  58. 58. Marketing Training CampStarts Mar. 29
  59. 59. Training Camp Schedule• Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and Dominate - Developing and Communicating Your Core Marketing Message• Session 2 - Give Them an Image - Communicating the Complete Marketing Package• Session 3 - A Marketing Kit That speaks to Each Prospect - Developing Marketing Materials That Educate• Session 4 - Marketing Story - Make Meaning By Telling Your Story & Case Studies & Testimonials - Demonstrating Results Through Real Life Client Work• Session 5 - Referral Marketing - Building a Systematic Referral Marketing Machine & Small Business Advertising & Direct Mail - Every Sale Starts with a Lead• Session 6 - Public Relations - Earned Media Attention and Expert Status & A Selling System - Turn Prospects to Clients and Clients to Partners• Session 7 – Social Media Marketing–Developing a Systematic Social Media Marketing System to Enhance your Overall Marketing Efforts• Session 8 – Marketing Automation – Creating Automated Drip Marketing Campaigns & Live by the Calendar – Implementing a Step-by-Step, Calendar-Based Process to Keep Your Marketing Efforts on Track.
  60. 60. Introducing Local Search ProA Five-Step Process for Dominating Your Local SearchLandscape1. Make your web pages local friendly2. Build out your local search profiles3. Get proactive in the review game4. Get listed, cited and mentioned5. Spread the local social loveA online course that will deliver the exact hands-on informationyou need in four very practical self-paced sessions deliveredover four weeks.
  61. 61. Social Media Pro Workshop – Webinar Series• Session One – Creating a Social Media Strategy• Session Two – Optimizing Brand Assets• Session Three – Blogging for Business• Session Four – Social Networking and Networks• Session Five – Managing the Beast
  62. 62. Referral Engine Power Groups• Pre-session – Introductions & sharing• Week 1 - Overview, goal setting and system action plan for the program• Week 2 - Define target referral market and core referral message• Week 3 - Create referral education and strategic partner plan• Week 4 - Create referral marketing offers, tools and follow-up system
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