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Keynote Address by John Jantsch - Integrated Marketing in the Age of Social
The document discusses integrated marketing strategies in the digital age, emphasizing the importance of organizing customer behavior rather than merely creating demand. It highlights the significance of customer experience and various content types for building awareness, trust, and engagement throughout the buying journey. Additionally, it outlines a total content system and online presence approach for effective marketing integration across multiple channels.
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Keynote Address by John Jantsch - Integrated Marketing in the Age of Social
- 1. @ducttape Integrated Marketing in theAge of Social John Jantsch Duct Tape Marketing @ducttape
- 2. @ducttape Integrated Marketing Advertising Publicrelations Sales promotion This Font Rocks
- 3. @ducttape Fragmented Channels Facebook Twitter Mobile Pinterest Blogs Email
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- 5. @ducttape No one talks aboutboring experiences
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- 8. @ducttape 57% of atypical purchase decision is made before a customer even talks to a supplier. Source: CEB
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- 11. @ducttape 53% of thosesurveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand. Source: CEB
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- 14. @ducttape The future ofmarketing is not in demand creation it’s in organizing behavior
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- 16. @ducttape Revenue Department! OutcomeDeparment The Marketing and Sales Hourglass
- 17. @ducttape Integrate all touchpoints •Awareness • Referrals • Sales • Product trial • Service • Education • Follow-up • Finance
- 18. @ducttape Marketing starts here •What questions are they or should they be asking before they decide to look for you?
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- 20. @ducttape The Marketing HourglassTM ©Duct Tape Marketing – all rights reserved • Message, ads, referrals, networking, earned mediaKnow • Website, blog content, social media, podcast, articles, toolsLike • SEO, webinars, marketing materials, white papers, self-serveTrust • Workshops, evaluations, demo, DIY training, starter, freemiumTry • Service team, new customer kitBuy • Post project review, cross selling, customer eventsRepeat • Champion events, partner intros, peer2peer roundtablesRefer
- 21. @ducttape Reverse engineer touchpoints •90 days • 45 days • At purchase • Trial • Nurture • Trust • Awareness
- 22. @ducttape If you holda customer’s hand for 90 days they’ll be loyal for life!
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- 24. @ducttape The publishing model •Body of work • Major themes (keywords) • Editorial calendar • Mixed platform
- 25. @ducttape Total Content System 1.Create a list of monthly Landmark Content Themes 2. Develop your Content Delivery Platform 3. Create and use an editorial calendar
- 26. @ducttape Sample theme list •Jan – Referral Marketing • Feb – Coaching and Consulting • Mar – Sales and Lead d Conversion • Apr – Online Integration • May – Writing • Jun – Strategic Partners • Jul – Customer Experience • Aug – Content Marketing • Sep – High Tech, High Touch • Oct – Growth Strategies • Nov – Analytics and Conversion • Dec – Personal Growth
- 27. @ducttape Finding themes • Brainstorm •Keyword tools Google Keyword Planner • BuzzSumo – find most shared
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- 29. @ducttape Content powers thejourney Awareness Trust Education Engagement Conversion Blog posts Events Advertising Social How to Reviews Testimonials Articles Social eBooks Demos Workshops FAQs Social Case studies Interviews Contests OPC Social Peers Trials Personalization Process Social
- 30. @ducttape Content for awareness •Blog posts • Events • Advertising
- 31. @ducttape Content for trust •How to content • Reviews • Testimonials • Articles
- 32. @ducttape Content that educates •eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
- 33. @ducttape Content that createsengagement • Automatic referrals and reviews • Video success stories • Video testimonial party
- 34. @ducttape Other people’s content •Republish, Share, RT • Curate • Scoop.it
- 35. @ducttape Content that converts •In person events • Case studies • Contests • ROI calculators • Results • Certificates
- 36. @ducttape Content for referrals •Invited content • Co-branded content • Sponsored content • Curated content • Incented content
- 37. @ducttape Content Delivery Platform •Blog/Podcast • Video/Slideshare • Newsletter/eBooks • Guest posts • Webinars • Infographics • Offline
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- 39. @ducttape Total Online Presence •Content platform • Organic SEO • Email marketing • Social media marketing • Online advertising • Mobile and location • Analytics and conversion
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- 41. @ducttape Collect Curate CreateShare Engage Social media system Hootsuite Feedly BuzzSumo Pocket Pulse Feedly Scoop.it Newsle Word Swag Canva List.ly Visual.ly Hootsuite Feedly Buffer Emphatic Nimble Groups Contactually Rapporative
- 42. @ducttape Collect • Customers –Twitter Lists • Journalists – BuzzSumo Alerts • Influencers - Alltop • Competitors – RivalIQ • Industry – Quora Feeds • Blogs – Feedly
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- 45. @ducttape Create • Word Swag •Canva • List.ly • Visual.ly
- 46. @ducttape Share • Hootsuite • Feedly •Buffer • Republish
- 47. @ducttape Engage • Social CRM •Groups • Nimble • Rapporative • Contactually
- 48. @ducttape Try things thatdon’t scale by hand and automate them later
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- 50. @ducttape Reach out andconnect! ducttapemarketing.com Duct Tape Marketing Consultant Network Duct Tape Marketing System and Community