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



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

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

  • National Small Business Week 2011Rick L’AmieMoxie MarketingTwitter: @moxiemarketing © Duct Tape Marketing – Used by Permission.
  • 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. Create a total web presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendarTwitter: @moxiemarketing
  • "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu, The Art of WarTwitter: @moxiemarketing
  • 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 could we do better? • Would you refer us?Twitter: @moxiemarketing
  • 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
  • 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
  • 1c) Package your BusinessTwitter: @moxiemarketing
  • 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
  • 3) The Marketing HourglassTwitter: @moxiemarketing
  • The Marketing Hourglass Know Like Trust Try Buy Repeat Refer © Duct Tape Marketing – all rights reserved
  • 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 HEAR FEELTwitter: @moxiemarketing
  • = Minimize Risk Proof Trial Products Guarantees Low CostTwitter: @moxiemarketing
  • Deliver CROSS SELL & UP SELL + NURTURE = RAVING FANS!Twitter: @moxiemarketing
  • 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
  • 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
  • Marketing Life CycleTwitter: @moxiemarketing
  • 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
  • 3) Publish educational contentTwitter: @moxiemarketing
  • Content that builds trust • Educational • Social media • Reviews • TestimonialsTwitter: @moxiemarketing
  • Content that educates • White papers • Webinars • FAQs • Success stories • Perfect IntroTwitter: @moxiemarketing
  • 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: @moxiemarketing Photo Credit: Rosaura Ochoa
  • 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 • Optimize brand assets • Ratings and reviews • Social media participationTwitter: @moxiemarketing
  • 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 contentTwitter: @moxiemarketing
  • 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
  • Public Relations • It’s about relationships • Pitch, don’t release • Monthly touch • Use online press releasesTwitter: @moxiemarketing
  • 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 touches • Transaction – Same experienceTwitter: @moxiemarketing
  • 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 You’ll receive a follow up email after the webinar PDF of PowerPointTwitter: @moxiemarketing
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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.
  • 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
  • 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
  • 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
  • Rick L’Amie • Web: • Blog: • Twitter: • LinkedIn: • Email: • Phone: 512.814.MOXIE (6694)Twitter: @moxiemarketing