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Integrated Marketing in the Age of Social

John JantschDuct Tape Marketing@ducttape

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IntegratedMarketing

Advertising Public relations Sales promotion

This Font Rocks

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FragmentedChannels

Facebook Twitter Mobile Pinterest Blogs Email

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The

realities of sales and

marketing today

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No one talks about boring experiences

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People don’t need more information

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Everyone knows when you fail

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

Source: CEB

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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

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The future of marketing is not in demand creation it’s

in organizing behavior

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Build your Marketing Hourglass

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Revenue Department! Outcome Deparment

The Marketing and Sales Hourglass

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Integrate all touchpoints• Awareness• Referrals• Sales • Product trial• Service• Education• Follow-up• Finance

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Marketing starts here• What questions are they or should they be asking before they decide to look for you?

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Floss with one customerevery quarter

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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

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Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness

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

be loyal for life!

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Publish Educational Content

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The publishing model

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

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Total Content System1. Create a list of monthly

Landmark Content Themes2. Develop your Content

Delivery Platform3. Create and use an editorial

calendar

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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

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Finding themes• Brainstorm• Keyword tools

Google Keyword Planner• BuzzSumo – find

most shared

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Buzz Sumo

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Content powers the journey

Awareness Trust EducationEngageme

ntConversio

n

Blog postsEvents

AdvertisingSocial

How toReviews

TestimonialsArticlesSocial

eBooksDemos

WorkshopsFAQsSocial

Case studiesInterviews

ContestsOPC

Social

PeersTrials

PersonalizationProcessSocial

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Content for awareness

• Blog posts• Events• Advertising

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Content for trust

• How to content• Reviews• Testimonials• Articles

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Content that educates

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

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Content that creates engagement

• Automatic referrals and reviews• Video success stories• Video testimonial party

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Other people’s content

• Republish, Share, RT• Curate• Scoop.it

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Content that converts

• In person events• Case studies• Contests• ROI calculators• Results• Certificates

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Content for referrals

• Invited content• Co-branded content• Sponsored content• Curated content• Incented content

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Content Delivery Platform• Blog/Podcast• Video/Slideshare• Newsletter/eBooks• Guest posts• Webinars• Infographics• Offline

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Website

Podcast

Blog

Videos

Images

Reviews

Online PR

Social profiles Total

OnlinePresence

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

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Collect Curate Create Share Engage

Social media system

HootsuiteFeedly

BuzzSumoPocket

PulseFeedly

Scoop.itNewsle

Word SwagCanvaList.ly

Visual.ly

HootsuiteFeedlyBuffer

Emphatic

NimbleGroups

ContactuallyRapporative

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Collect• Customers – Twitter Lists• Journalists – BuzzSumo Alerts• Influencers - Alltop• Competitors – RivalIQ• Industry – Quora Feeds• Blogs – Feedly

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Curate

• Scoop.it• Newsle• Feedly

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Create

• Word Swag• Canva• List.ly• Visual.ly

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Share

• Hootsuite• Feedly• Buffer• Republish

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Engage

• Social CRM• Groups• Nimble• Rapporative• Contactually

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Try things that don’t scale by hand and

automate them later

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