National Small Business Week 2011Rick L’AmieMoxie MarketingTwitter: @moxiemarketing                    © Duct Tape Marketi...
The Moxie Story    A bottle & a bookTwitter: @moxiemarketing
Definition of Marketing                     Know   Like   TrustTwitter: @moxiemarketing
Marketing is a System 1.   Strategy before tactics 2.   Fill your marketing hourglass 3.   Publish educational content 4. ...
"Strategy without   tactics is the   slowest route to   victory. Tactics   without strategy   is the noise   before defeat...
1) Strategy before tacticsTwitter: @moxiemarketing
1a) Narrow your focusTwitter: @moxiemarketing
What is ideal?           • Values you           • Profitable           • RefersTwitter: @moxiemarketing
Ideal customer        • Demographics        • Psychographics        • Geographics        • BehaviorTwitter: @moxiemarketing
1b) Differentiate and dominateTwitter: @moxiemarketing
Ask every customer    • What would you Google?    • What made you decide to hire us?    • What’s one thing we do better?  ...
What people really buy?                      • Your unique product                      • Your unique service             ...
Differentiate - Architect           • What you do for a living             “We help contractors get paid faster”          ...
1c) Package your BusinessTwitter: @moxiemarketing
Image is everything      • Conduct a communications audit      • How do your name, logo, branding, colors        communica...
3) The Marketing HourglassTwitter: @moxiemarketing
The Marketing Hourglass                 Know                 Like                 Trust                  Try              ...
The        Buying PatternTwitter: @moxiemarketing
Timing                           TriggersTwitter: @moxiemarketing
ResearchTwitter: @moxiemarketing
Know• GOOGLE = Online• ASK = Referral• KNEW YOU =  Advertising/Promo• READ/HEARD =  Public RelationsTwitter: @moxiemarketing
Like                           Something they:                           READ                                    SEE      ...
= Minimize   Risk     Proof                     Trial Products     Guarantees                Low CostTwitter: @moxiemarket...
Deliver                                 CROSS SELL &                                 UP SELL                              ...
The Marketing Hourglass                                • Articles     Know                       • Ads                    ...
Filling the gaps – product & process questions                                       • Articles            Know           ...
Marketing Life CycleTwitter: @moxiemarketing
The product/service mix strategy      • What is your free or trial offering?      • What is your starter offering?      • ...
3) Publish educational contentTwitter: @moxiemarketing
Content that builds trust        • Educational        • Social media        • Reviews        • TestimonialsTwitter: @moxie...
Content that educates        • White papers        • Webinars        • FAQs        • Success stories        • Perfect Intr...
4) Create a total web presenceTwitter: @moxiemarketing
600 Million Active Facebook Users  Photo Credit:            Source: Tech HeraldTwitter: @moxiemarketing  Oversocialized
126 Million The number of blogs on the Internet.Source: Jess3
10 Billion+ Tweets Sent on             Twitter Since 2006                                Source: MashableTwitter: @moxiema...
2 Billion Videos Are Streamed     Each Day On YouTubeTwitter: @moxiemarketingPhoto Credit: jonsson      Source: Techcrunch
Pillars of a web presence      • Listen first      • Optimize your web        content      • Claim real estate      • Opti...
Hub and Spoke Social media in businessTwitter: @moxiemarketing
5) Inbound lead generation trioTwitter: @moxiemarketing
Inbound lead generation      • Advertising      • Public relations      • Referral systemsTwitter: @moxiemarketing
Advertising      • Narrowly targeted      • 2-step – direct response      • Accountable      • Awareness for contentTwitte...
7 Tips to Writing a Direct Response Letter    1.   Curiosity-arousing headline    2.   Identifying a problem or a need    ...
Public Relations      • It’s about relationships      • Pitch, don’t release      • Monthly touch      • Use online press ...
Referrals      • Be more referable      • Target      • Educate      • Offers      • Follow-upTwitter: @moxiemarketing
6) Selling is a system tooTwitter: @moxiemarketing
Lead Conversion      • Discovery – Next step      • Presentation – Seminar      • Nurturing – Sales cycle      • Monthly t...
7) Live by the calendarTwitter: @moxiemarketing
Live by the calendar      • Monthly themes      • Weekly actions      • Daily appointmentsTwitter: @moxiemarketing
Your questions?  What now?Twitter: @moxiemarketing
Evaluation &                 Seven Steps Report                           Online Feedback Form                           Y...
About Moxie Marketing    Marketing with an Attitude for Small Business • We help small business owners and service profess...
About Moxie Marketing        – Creative Services – Jolly Design            • Logos, business identity            • Marketi...
Services    • Core offering: Guided Marketing Program (One-      on-one) – Your Virtual Marketing Manager    • Marketing T...
About Duct Tape Marketing    • Used worldwide by        “Clever marketing ideas galore and                                ...
Guided Marketing Plan                           Work one-on-one with your own consultant                       • Our best,...
Duct Tape Marketing Catalyst  Online Group Training • Online Group Training with Master Duct Tape   Marketing Consultant •...
Marketing Training Camp                           Local “live” group starts in SeptemberTwitter: @moxiemarketing
Introducing Local Search ProA Five-Step Process for Dominating Your Local SearchLandscape1. Make your web pages local frie...
Social Media Pro                   Workshop    •   Session One – Creating a Social Media Strategy    •   Session Two – Opt...
Referral Engine                    Power Groups   • Week 1 - Introduction, goal setting and system action plan for the    ...
Your satisfaction is                    guaranteed    If you follow the steps as described in our    program and youre not...
Rick L’Amie    •   Web: www.getmoxiemarketing.com    •   Blog: www.marketingwithmoxie.com    •   Twitter: twitter.com/Moxi...
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Seven steps bbb presentation 5 17-11 rick l'amie

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Seven Steps to Marketing Success webinar presentation on 5/17/2011

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Seven steps bbb presentation 5 17-11 rick l'amie

  1. 1. National Small Business Week 2011Rick L’AmieMoxie MarketingTwitter: @moxiemarketing © Duct Tape Marketing – Used by Permission.
  2. 2. The Moxie Story A bottle & a bookTwitter: @moxiemarketing
  3. 3. Definition of Marketing Know Like TrustTwitter: @moxiemarketing
  4. 4. Marketing is a System 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total web presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendarTwitter: @moxiemarketing
  5. 5. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu, The Art of WarTwitter: @moxiemarketing
  6. 6. 1) Strategy before tacticsTwitter: @moxiemarketing
  7. 7. 1a) Narrow your focusTwitter: @moxiemarketing
  8. 8. What is ideal? • Values you • Profitable • RefersTwitter: @moxiemarketing
  9. 9. Ideal customer • Demographics • Psychographics • Geographics • BehaviorTwitter: @moxiemarketing
  10. 10. 1b) Differentiate and dominateTwitter: @moxiemarketing
  11. 11. 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?Twitter: @moxiemarketing
  12. 12. 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 solutionTwitter: @moxiemarketing
  13. 13. 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”Twitter: @moxiemarketing
  14. 14. 1c) Package your BusinessTwitter: @moxiemarketing
  15. 15. 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 proTwitter: @moxiemarketing
  16. 16. 3) The Marketing HourglassTwitter: @moxiemarketing
  17. 17. The Marketing Hourglass Know Like Trust Try Buy Repeat Refer © Duct Tape Marketing – all rights reserved
  18. 18. The Buying PatternTwitter: @moxiemarketing
  19. 19. Timing TriggersTwitter: @moxiemarketing
  20. 20. ResearchTwitter: @moxiemarketing
  21. 21. Know• GOOGLE = Online• ASK = Referral• KNEW YOU = Advertising/Promo• READ/HEARD = Public RelationsTwitter: @moxiemarketing
  22. 22. Like Something they: READ SEE HEAR FEELTwitter: @moxiemarketing
  23. 23. = Minimize Risk Proof Trial Products Guarantees Low CostTwitter: @moxiemarketing
  24. 24. Deliver CROSS SELL & UP SELL + NURTURE = RAVING FANS!Twitter: @moxiemarketing
  25. 25. 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
  26. 26. 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
  27. 27. Marketing Life CycleTwitter: @moxiemarketing
  28. 28. 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?Twitter: @moxiemarketing
  29. 29. 3) Publish educational contentTwitter: @moxiemarketing
  30. 30. Content that builds trust • Educational • Social media • Reviews • TestimonialsTwitter: @moxiemarketing
  31. 31. Content that educates • White papers • Webinars • FAQs • Success stories • Perfect IntroTwitter: @moxiemarketing
  32. 32. 4) Create a total web presenceTwitter: @moxiemarketing
  33. 33. 600 Million Active Facebook Users Photo Credit: Source: Tech HeraldTwitter: @moxiemarketing Oversocialized
  34. 34. 126 Million The number of blogs on the Internet.Source: Jess3
  35. 35. 10 Billion+ Tweets Sent on Twitter Since 2006 Source: MashableTwitter: @moxiemarketing Photo Credit: Rosaura Ochoa
  36. 36. 2 Billion Videos Are Streamed Each Day On YouTubeTwitter: @moxiemarketingPhoto Credit: jonsson Source: Techcrunch
  37. 37. Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings and reviews • Social media participationTwitter: @moxiemarketing
  38. 38. Hub and Spoke Social media in businessTwitter: @moxiemarketing
  39. 39. 5) Inbound lead generation trioTwitter: @moxiemarketing
  40. 40. Inbound lead generation • Advertising • Public relations • Referral systemsTwitter: @moxiemarketing
  41. 41. Advertising • Narrowly targeted • 2-step – direct response • Accountable • Awareness for contentTwitter: @moxiemarketing
  42. 42. 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 respondTwitter: @moxiemarketing
  43. 43. Public Relations • It’s about relationships • Pitch, don’t release • Monthly touch • Use online press releasesTwitter: @moxiemarketing
  44. 44. Referrals • Be more referable • Target • Educate • Offers • Follow-upTwitter: @moxiemarketing
  45. 45. 6) Selling is a system tooTwitter: @moxiemarketing
  46. 46. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experienceTwitter: @moxiemarketing
  47. 47. 7) Live by the calendarTwitter: @moxiemarketing
  48. 48. Live by the calendar • Monthly themes • Weekly actions • Daily appointmentsTwitter: @moxiemarketing
  49. 49. Your questions? What now?Twitter: @moxiemarketing
  50. 50. Evaluation & Seven Steps Report Online Feedback Form You’ll receive a follow up email after the webinar PDF of PowerPointTwitter: @moxiemarketing
  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 TrainingTwitter: @moxiemarketing
  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 MarketingTwitter: @moxiemarketing
  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 MarketingTwitter: @moxiemarketing
  54. 54. 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 ContactTwitter: @moxiemarketing
  55. 55. Guided Marketing Plan Work one-on-one with your own consultant • Our best, most effective program • Six-month collaborative consulting with small business owner and a staff member – online or in person • Develop a step-by-step marketing plan for your business – your virtual marketing manager • Meet every other week. Action items and assignments in workbooks and online collaboration space • Strategy first; then tactics – work with partners to create content, branding, collateral, ads, direct mail, lead generation campaigns, newsletters, email, etc.Twitter: @moxiemarketing
  56. 56. Duct Tape Marketing Catalyst Online Group Training • Online Group Training with Master Duct Tape Marketing Consultant • Based on The Seven Steps, workbooks, online • Groups meet virtually once every other week for ten sessions over 6 months • Each 1-hour online meeting includes 30-45 minute lesson, action step assignment, and group discussion. • May 31 Early Bird: $399 per month, 6 months ($499 regular) • Next session starts June 29, 2011!Twitter: @moxiemarketing
  57. 57. Marketing Training Camp Local “live” group starts in SeptemberTwitter: @moxiemarketing
  58. 58. 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.
  59. 59. Social Media Pro Workshop • 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 BeastTwitter: @moxiemarketing
  60. 60. Referral Engine Power Groups • Week 1 - Introduction, 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 systemTwitter: @moxiemarketing
  61. 61. Your satisfaction is guaranteed If you follow the steps as described in our program and youre not completely satisfied with the results, tell us what you think it is worth and well refund the difference.Twitter: @moxiemarketing
  62. 62. 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)Twitter: @moxiemarketing
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