Should you be on Facebook or Twitter? Is mobile advertising the next big thing? How do I know where to put my focus? You’ve only got so much time in a day and loads of bright shiny new objects calling for your attention. What do you do? Simple - Install an integrated marketing system and work the system. In this session, John Jantsch, creator of the Duct Tape Marketing brand, will show you how to build a marketing system that allows you to effectively integrate social media and other online marketing tools to create the most effective marketing possible. You’ll learn how to: Get the most bang for your social media buck Know exactly what your customers want Use other people’s content in ways that will make them love you Amplify every piece of content your write Become your customer’s most useful resource How to use content to generate referrals And much, much more

1. @ducttape
Integrated Marketing
in the Age of Social
John Jantsch
Duct Tape Marketing
@ducttape

2. @ducttape
Integrated
Marketing
 Advertising
 Public relations
 Sales promotion
This Font Rocks

3. @ducttape
Fragmented
Channels
 Facebook
 Twitter
 Mobile
 Pinterest
 Blogs
 Email

4. @ducttape
The
realities
of sales and
marketing
today

5. @ducttape
No one talks
about boring
experiences

6. @ducttape
People don’t
need more
information

7. @ducttape
Everyone
knows when
you fail

8. @ducttape
57% of a typical purchase decision is
made before a customer even talks to
a supplier.
Source: CEB

9. @ducttape

10. @ducttape

11. @ducttape
53% of those surveyed claimed that the
sales experience itself was one of the
greatest contributing factors in continued
loyalty to the brand.
Source: CEB

12. @ducttape

13. @ducttape

14. @ducttape
The future of marketing is
not in demand creation it’s
in organizing behavior

15. @ducttape
Build your
Marketing
Hourglass

16. @ducttape
Revenue Department! Outcome Deparment
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?

19. @ducttape
Floss with
one customer
every quarter

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 hold a customer’s
hand for 90 days they’ll
be loyal for life!

23. @ducttape
Publish
Educational
Content

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

28. @ducttape
Buzz Sumo

29. @ducttape
Content powers the journey
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 creates engagement
• 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

38. @ducttape
Total
Online
Presence

39. @ducttape
Total Online Presence
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion

40. @ducttape

41. @ducttape
Collect Curate Create Share 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

43. @ducttape

44. @ducttape
Curate
• Scoop.it
• Newsle
• Feedly

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 that don’t
scale by hand and
automate them later

49. @ducttape
Want these slides?
ducttapemarketing.com
Text
ducttape
66866

50. @ducttape
Reach out and connect!
ducttapemarketing.com
Duct Tape Marketing
Consultant Network
Duct Tape Marketing
System and Community