6/11/14 Network Now Hands-On Workshop: The 7 Steps to Small Business Marketing Success. Join Network Now® Premium-level member Judy Habel, Partner, Partner, Crywolf Marketing and Duct Tape Marketing Authorized Consultant, for a hands-on workshop that will teach you why marketing is not only a system—it may be the most important system in any business. Judy will help you understand how to approach marketing for your small business, and will teach you the Duct Tape Marketing System definition of marketing. Put simply, marketing is getting someone who has a need to know, like and trust you. We’ll dive deeply into the 7 core steps that make up the simple, effective, and affordable Duct Tape Marketing System. We’ll also demonstrate why the Sales Funnel is broken and introduce the Marketing Hourglass.

1. Judy Habel
Duct Tape Marketing
Authorized Consultant
@DuctTapeJudy

2. Definition of Marketing
Know
Like
Trust

3. 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 calendar

5. Strategy in 3 Steps
• Identify your ideal client
• Define a core difference
• Connect the dots

6. Profit
Referrals

7. Define
your ideal
client

8. What is ideal?
• Customer
vs. transaction
• Values difference
• Profitable
• Already refers

9. Interview your Ideal Clients
• Why made you decide to hire us/buy from us?
• What’s one thing we do better?
• What could we do even better?
• Would you refer us?
• What would you Google to
find a business like ours?
• What other companies do you love to refer?

10. Strategy in 3 Steps
• Identify your ideal client
• Define a core difference
• Connect the dots

12. The funnel
is broken
“When it comes to lead and
referral generation, a happy
customer is the best tool.”

13. • Who and how, ads, articles, referrals, networking
Know
• Website, reception, blog content, social media,
Like
• SEO, webinars, marketing kit, white papers
Trust
• Workshops, evaluations, demo, DIY training,
starterTry
• Fulfillment, service team, new customer kit,
delivery, financial arrangementsBuy
• Post project review, cross selling, customer
eventsRepeat
• Champion events, partner intros, peer2peer
Refer
© Duct Tape Marketing – all rights reserved

14. • Who and how
• Ads
• ReferralsKnow
• Web site/blog
• Reception
• NewsletterLike
• Search
• Expert content
• Sales presentationTrust
• Webinar
• Evaluation
• NurturingTry
• Service team
• New customer kit
• Finance/deliveryBuy
• Post project survey
• Cross selling
• Quarterly eventsRepeat
• Results reviews
• Partner intros
• Peer2peer eventsRefer
© Duct Tape Marketing – all rights reserved

15. Trust equals
referrals

17. Publishing Educational Content
• Body of work
• Themes (keywords)
• Editorial calendar
• Story building
• Mixed media

19. Pillars of a total web presence
• Listen first
• Optimize your web content
• Claim real estate
• Optimize brand assets
• Ratings and reviews
• Social media participation

20. SEO cupcake
Social
Links
Keywords
Content

21. Why social media?
• Follow up with prospects
• Stay top of mind with customers
• Keep up on your industry
• Provide customer service
• Develop partner network
• Amplify sharing

23. Lead generation
• Advertising
• Public relations
• Referral systems

25. Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Transaction –
Same experience
• Review - results

27. Your marketing calendar
• Monthly themes
• Weekly projects
• Daily appointments
• Make it fun

28. 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 calendar

29. Save
Your
Self
Time
Energy and
Money