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@ducttape #dtmsystem
7 Steps to Marketing SuccessHow to create a marketing system
John JantschDuct Tape Marketing@ducttape
@ducttape #dtmsystem
I am joining today from:• Eurasia
• Africa
• North America
• South America
• Australia(Sorry Antarctica only 5 boxes)
@ducttape #dtmsystem
SaveYourSelfTimeEnergy and
Money
@ducttape #dtmsystem
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. Lead conversion is the X factor
7. Live by the calendar
@ducttape #dtmsystem
StrategyIdeal Client Vision Core Message
HourglassKnow Like Trust Try Buy Repeat Refer
PlanningPriorities Org Development Marketing Calendar KPI Dashboard Budget Process
Project Implementation
Marketing materials
Referral program
New customer orientation
Partner platform
PR campaignSocial media
routine
ContentOnline Assets Offline
Lead GenerationAdv SEO PR Email Referrals Social
Lead ConversionProspect Present Nurture Transact Refer
The Duct Tape Marketing System
© Duct Tape Marketing – All rights reserved – ducttapemarketing.com
Fo
un
dat
ion
@ducttape #dtmsystem
1) StrategyBefore
Tactics
@ducttape #dtmsystem
Strategy before tactics• Identify your ideal client
• Define a core difference
• Focus on a few priorities
• Make the competition irrelevant
@ducttape #dtmsystem
Pro
fit
Referrals
@ducttape #dtmsystem
Sketch them• How would I spotyour ideal customer?
• Create personas
@ducttape #dtmsystem
Customer driven strategy• Why did you buy?
• Why do you stay?
• What’s one thing you loved?
• What frustrates you?
• What would you Google?
• Who else do you refer?
@ducttape #dtmsystem
• Change the context of how the world views you, your product, your industry
The Contractor’s Architect (an architect helping clients get paid faster)
• Make the competition irrelevant
Access to Completion (a school scheduling software that helps Universities graduate more students)
Your primary objective
@ducttape #dtmsystem
You talking logo• What do you do for a living?
• How you do it in a unique way
@ducttape #dtmsystem
Marketing success is mostly about choosing
the right customers!
@ducttape #dtmsystem
2) Build your Marketing
Hourglass
@ducttape #dtmsystem
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
@ducttape #dtmsystem
@ducttape #dtmsystem
@ducttape #dtmsystem
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
@ducttape #dtmsystem
The funnelis broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
@ducttape #dtmsystem
@ducttape #dtmsystem
@ducttape #dtmsystem
Revenue Department! Outcome Department
The Marketing and Sales Hourglass
@ducttape #dtmsystem
Definition of Marketing
Know Like Trust
@ducttape #dtmsystem
Definition of Sales
Try Buy Repeat Refer
@ducttape #dtmsystem
Map all customer touchpoints
• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
@ducttape #dtmsystem
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
@ducttape #dtmsystem
Reverse engineer touchpoints
• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
@ducttape #dtmsystem
If you hold a customer’s hand for 90 days they’ll
be loyal for life!
@ducttape #dtmsystem
3) Publish Educational
Content
@ducttape #dtmsystem
The publishing model
• Body of work• Major themes (keywords)• Editorial calendar• Mixed platform
@ducttape #dtmsystem
Total Content SystemTM
1. Create a list of monthly Landmark Content Themes
2. Develop your Content Delivery Platform
3. Create and use an editorial calendar
@ducttape #dtmsystem
Sample theme list
• Jan – Referral Marketing
• Feb – Coaching and Consulting
• Mar – Sales and Lead dConversion
• 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
@ducttape #dtmsystem
Finding themes
• Brainstorm
• Keyword toolsGoogle Keyword Planner
• BuzzSumo – findmost shared
@ducttape #dtmsystem
@ducttape #dtmsystem
Content powers the journey
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviews
ContestsOPC
PeersTrials
Personalization
@ducttape #dtmsystem
Content Delivery Platform
• Blog/Podcast
• Video/Slideshare
• Newsletter/eBooks
• Guest posts
• Webinars
• Infographics
• Offline
@ducttape #dtmsystem
An educated customer is always a better customer
@ducttape #dtmsystem
Prize giveaway!• Books by
John JantschDuct Tape SellingSeth GodinIt’s Your Turn
@ducttape #dtmsystem
Want to join our community!• Entire course – 11 modules
• Monthly live webinar
• Monthly live Q and A session
• Forum of peers and mentors
• Monthly MVP member
@ducttape #dtmsystem
4) TotalOnline
Presence
@ducttape #dtmsystem
Total Online Presence• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
@ducttape #dtmsystem
@ducttape #dtmsystem
Online foundation• Lead capture forms
• Landing pages A/B
• Blog/Podcast
• Newsletter/eBooks
• Webinars
• Sharing/social
• Measurement
@ducttape #dtmsystem
The most useful social network for my business is:
• Other
• I hate social media
@ducttape #dtmsystem
Collect Curate Create Share Engage
Social media system
HootsuiteFeedly
TalkwalkerDiigo
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
@ducttape #dtmsystem
Collect
• Customers – Twitter Lists
• Journalists – BuzzSumo Alerts
• Influencers - Alltop
• Competitors – RivalIQ
• Industry – Quora Feeds
• Blogs – Feedly
@ducttape #dtmsystem
Consult with one customer
a quarter
@ducttape #dtmsystem
5) Lead Generation
Trio
@ducttape #dtmsystem
Lead generation
• Advertising
• Public relations
• Referral systems
@ducttape #dtmsystem
Advertising• Control
• Narrowly targeted
• Direct response
• Accountable
• Content awareness
• Test and track
@ducttape #dtmsystem
Public Relations in 7 steps• Build your list
• Match your message
• Pitch relevant stories
• Guest and contribute
• Conduct influencer outreach
• Build speaking opportunities
• Consistently release
@ducttape #dtmsystem
Referrals
• Champions• Education• Offers• Tools• Community
@ducttape #dtmsystem
Surprise!
• Exceed expectations• Free something?• Partner gift certificate• Flowers
@ducttape #dtmsystem
• Marketing partners• Joint ventures• Coopetition• Vendor/supplier
Strategic relationships
@ducttape #dtmsystem
Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referrals• Rate and review• Create events
@ducttape #dtmsystem
Lead generation is a process
not an event
@ducttape #dtmsystem
6) LeadConversionis the X factor
@ducttape #dtmsystem
Lead Conversion• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience
@ducttape #dtmsystem
Prize giveaway!• Books by
John JantschDuct Tape SellingSeth GodinIt’s Your Turn
@ducttape #dtmsystem
7) Live by the Calendar
@ducttape #dtmsystem
Organization chart• Separate but connected
• You have every function
• Replace yourself
@ducttape #dtmsystem
Marketing calendar• Overall plan
• Editorial plan
• Plan ahead
• Spreadsheet, Tom’s Planner, Smartsheet
@ducttape #dtmsystem
Marketing budget• Growth plan
• Lifetime value
• Acquisition cost
• Investment vs. cost
• Spreadsheet/Smartsheet
@ducttape #dtmsystem
System documentation• Process map by org chart
• Priority list
• Checklist approach
• Process.st
@ducttape #dtmsystem
The real value lies not in the plan,
but in the planning
@ducttape #dtmsystem
Join the Duct Tape Marketing System community!• Entire course – 11 modules
• Monthly live webinar – Apr 6
• Monthly live Q and A session – April 13
• Monthly eBook on topic
• Forum of peers and mentors
• Monthly MVP member
@ducttape #dtmsystem
@ducttape #dtmsystem
@ducttape #dtmsystem
@ducttape #dtmsystem
@ducttape #dtmsystem
Join our community today!• 30-day free trial
• Referral Engine Pro course
• Buy one, give one
• Marketing help for around a $1 dayducttapemarketingsystem.com
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