How to Build a Turn-Key Marketing System in 7 steps

@ducttape #dtmsystem

7 Steps to Marketing SuccessHow to create a marketing system

John JantschDuct Tape Marketing@ducttape


I am joining today from:• Eurasia

• Africa

• North America

• South America

• Australia(Sorry Antarctica only 5 boxes)


SaveYourSelfTimeEnergy and

Money


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


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

http://buildgrowignite.com/hourglass/

http://buildgrowignite.com/hourglass/


1) StrategyBefore

Tactics


Strategy before tactics• Identify your ideal client

• Define a core difference

• Focus on a few priorities

• Make the competition irrelevant


Pro

fit

Referrals


Sketch them• How would I spotyour ideal customer?

• Create personas


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?


• 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


You talking logo• What do you do for a living?

• How you do it in a unique way


Marketing success is mostly about choosing

the right customers!


2) Build your Marketing

Hourglass


57% of a typical purchase decision is made before a customer even talks to a supplier.

Source: CEB




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


The funnelis broken

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




Revenue Department! Outcome Department

The Marketing and Sales Hourglass


Definition of Marketing

Know Like Trust


Definition of Sales

Try Buy Repeat Refer


Map all customer touchpoints

• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance


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


Reverse engineer touchpoints

• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness


If you hold a customer’s hand for 90 days they’ll

be loyal for life!


3) Publish Educational

Content


The publishing model

• Body of work• Major themes (keywords)• Editorial calendar• Mixed platform


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


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


Finding themes

• Brainstorm

• Keyword toolsGoogle Keyword Planner

• BuzzSumo – findmost shared



Content powers the journey

Awareness Trust Education Engagement Conversion

Blog postsEvents

Advertising

How toReviews

TestimonialsArticles

eBooksDemos

WorkshopsFAQs

Case studiesInterviews

ContestsOPC

PeersTrials

Personalization


Content Delivery Platform

• Blog/Podcast

• Video/Slideshare

• Newsletter/eBooks

• Guest posts

• Webinars

• Infographics

• Offline


An educated customer is always a better customer


Prize giveaway!• Books by

John JantschDuct Tape SellingSeth GodinIt’s Your Turn


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


4) TotalOnline

Presence


Total Online Presence• Content platform

• Organic SEO

• Email marketing

• Social media marketing

• Online advertising

• Mobile and location

• Analytics and conversion



Online foundation• Lead capture forms

• Landing pages A/B

• Blog/Podcast

• Newsletter/eBooks

• Webinars

• Sharing/social

• Measurement


The most useful social network for my business is:

• LinkedIn

• Facebook

• Twitter

• Other

• I hate social media


Collect Curate Create Share Engage

Social media system

HootsuiteFeedly

TalkwalkerDiigo

PulseFeedly

Scoop.itNewsle

Word SwagCanvaList.ly

Visual.ly

HootsuiteFeedlyBuffer

NimbleGroups

Contactually


Collect

• Customers – Twitter Lists

• Journalists – BuzzSumo Alerts

• Influencers - Alltop

• Competitors – RivalIQ

• Industry – Quora Feeds

• Blogs – Feedly


Consult with one customer

a quarter


5) Lead Generation

Trio


Lead generation

• Advertising

• Public relations

• Referral systems


Advertising• Control

• Narrowly targeted

• Direct response

• Accountable

• Content awareness

• Test and track


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


Referrals

• Champions• Education• Offers• Tools• Community


Surprise!

• Exceed expectations• Free something?• Partner gift certificate• Flowers


• Marketing partners• Joint ventures• Coopetition• Vendor/supplier

Strategic relationships


Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referrals• Rate and review• Create events


Lead generation is a process

not an event


6) LeadConversionis the X factor


Lead Conversion• Discovery – Next step

• Presentation – Seminar

• Nurturing – Sales cycle

• Monthly touches

• Transaction – Same experience


Prize giveaway!• Books by

John JantschDuct Tape SellingSeth GodinIt’s Your Turn


7) Live by the Calendar


Organization chart• Separate but connected

• You have every function

• Replace yourself


Marketing calendar• Overall plan

• Editorial plan

• Plan ahead

• Spreadsheet, Tom’s Planner, Smartsheet


Marketing budget• Growth plan

• Lifetime value

• Acquisition cost

• Investment vs. cost

• Spreadsheet/Smartsheet


System documentation• Process map by org chart

• Priority list

• Checklist approach

• Process.st


The real value lies not in the plan,

but in the planning


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






Join our community today!• 30-day free trial

• Referral Engine Pro course

• Buy one, give one

• Marketing help for around a $1 dayducttapemarketingsystem.com