7 Steps to Marketing SuccessHow to create a marketing system

Housekeeping • Audit – ducttape.me/asmcbc• Slides -

Definition of Marketing

Know Like Trust

Marketing is a System1. Strategy before tactics2. Fill your marketing hourglass3. Publish educational content4. Create a total online presence 5. Use a lead generation trio6. Make selling a system too7. Live by the calendar

Strategy before tactics• Identify your ideal client• Choose a value proposition• Define a core difference• Connect the dots

ProfitableRefer+Pr

ofit = Ideal

Detractors Refer

Profit

Referrals

What are the common characteristics of your most profitable customers that also refer your business to their friends, neighbors and colleagues?”

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?

Build your Marketing Hourglass

The funnel is broken

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

• Who and how, ads, referrals, networkingKnow• Website, blog content, social media, Like• SEO, webinars, marketing materials, white

papersTrust• Workshops, evaluations, demo, DIY training,

starterTry• Service team, new customer kitBuy• Post project review, cross selling, customer

eventsRepeat• Champion events, partner intros, peer2peerRefer

The Marketing HourglassTM

© Duct Tape Marketing – all rights reserved

•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

The Marketing HourglassTM

Publish Educational Content

The publishing model

• Body of work• Major themes (keywords)• Editorial calendar• Story building• Mixed media

Content that builds trust

• How to content• Reviews• Testimonials• Articles

Content that educates

• eBooks• Newsletter• Workshops• Demonstrations• FAQs• Survey data

Customer generated content

• Automatic referrals and reviews• Testimonials – AudioAcrobat• Video success stories• Video testimonial party

Other people’s content

• Custom RSS feeds• Republish, Share, RT• Curate• Storify

Corp Website

email

Blog/podcast

Videos/images

Mobile/LocationReviews

Online PR/Adv

Social networks Total

OnlinePresence

Pillars of a total online presence• Content Platform• Organic SEO• Email Marketing• Social Media Marketing• Online Advertising• Mobile and Location• Analytics and Conversion

Alerts Google AlertsGoogle ReaderSearch.twitterSocial CRMTwitter lists

Listening station tools

Optimize online content• Ask your customers• Google Keywords• Wordtracker• Blog religiously • Think local content• Chapters• Get links!• Use social

Nobody

wants to read your blog

The right links

• Write a blog• Guest post• Social PR• Social profiles

• Blog comments• Social bookmarking• Social networks• Article directories

Capture and segment visits• Trade value for emails• Use email service• Constant Contact• Aweber• Vertical Response• emfluence

• Pippity/Wufoo• Survey funnel• Get Smart Content

Claim real estate• Social profiles• Facebook• Google+• LinkedIn• Twitter

• Knowem• Be Sharable• Optimize brand assets• YouTube• Slideshare• Flickr/Picasa

Integrate landing pages• Every goal gets a page• Drive advertising• Drive social• Premise• Unbounce

Play ratings and reviews• Google+ Local• Yahoo Local• Bing Local• Yelp• CitySearch• InsiderPages

Google Shopping• Product ads• Price shopping• Local intent• Google Merchant

Offline calls to action

• Free workshop• Click to call/chat• Schedule now• Contest• Directions

Click to call/chat

• Pricing/quote– Liveperson– BoldChat– Olark

• Directions• Inventory• Availability• Hotline help

O2O advertising

• Google Adwords• Google Express• Facebook targeting• Landing pages

Twitter best practices

• Think objectives• List your customers• Follow (twellow.com)• Use search and aggregate• Use 3rd party tool – tweetdeck

Facebook best practices• Build fan page• Make personal public subscribers• Promote with “Like” button• Focus on the Wall with content• Use images for status updates• Add “Like” plugin to your site• Buy ads to promote content

LinkedIn best practices

• Profile – links, keywords, descriptive• Connect through groups• Comment and share in groups• Mine for leads – premium acct.• Questions and Answers

Google+ Best Practices

• Build a full profile• Claim your place page• Promote with “+1” button• Focus on small Circles• Use images and videos• Comment with +name• Hangout with customers

Lead Generation Trio

Lead generation• Advertising• Public relations• Referral systems

Advertising• Control• Narrowly targeted• 2-step – direct response• Accountable• Awareness for content

Image ad vs. direct response

Public Relations• It’s about relationships• Use alerts• Monthly touch• Use online press releases

PR Tools• Google Alerts• HARO• PRWeb• Twitter Lists

Referrals

• Champions• Education• Offers• Tools• Community

Educate – the perfect intro

• How you can spot our ideal client• How to present our core message• List of trigger statements• Our referral offer• Our marketing process

Partner community

• Frame of mind• Identify• Recruit• Activate• Platform

Intro in reverse

• Letter of introduction• Perfect introduction• Blank introduction

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

LeadConversion is a system

Lead Conversion• Discovery – Next step• Presentation – Seminar• Nurturing – Sales cycle• Monthly touches• Transaction – Same experience

New Customer Orientation • Who you need to know• What we need to know• What to do next

Live by the Calendar

Live by the calendar• Monthly themes• Weekly actions• Daily appointments• Make it a game

The Ultimate Marketing System Online

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