@ducttape

7 Steps to Marketing SuccessHow to create a marketing system

John JantschDuct Tape Marketing@ducttape

@ducttape

SaveYourSelfTimeEnergy and

Money

@ducttape

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

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

Foundat

ion

@ducttape

1) StrategyBefore

Tactics

@ducttape

Strategy before tactics• Identify your ideal client

• Define a core difference

• Focus on a few priorities

• Make the competition irrelevant

@ducttape

Pro

fit

Referrals

@ducttape

Sketch them• How would I spotyour ideal customer?

• Create personas

@ducttape

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

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

• How you do it in a unique way

@ducttape

• Change the context of how the world views you

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

Strategy case study• What you do for a living

“We help contractors get paid faster”

• Complimentary statement“Zoning adjustment compliance system”

• Positioning goal/statement#1 Design/Build Architect

• Core marketing message“The Contractors Architect”

@ducttape

2) Build your Marketing

Hourglass

@ducttape

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

a supplier.Source: CEB

@ducttape

@ducttape

@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

@ducttape

The funnelis broken

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

@ducttape

@ducttape

@ducttape

Revenue Department! Outcome Deparment

The Marketing and Sales Hourglass

@ducttape

Definition of Marketing

Know Like Trust

@ducttape

Definition of Sales

Try Buy Repeat Refer

@ducttape

Map all customer touchpoints

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

@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

@ducttape

Reverse engineer touchpoints

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

@ducttape

3) Publish Educational

Content

@ducttape

The publishing model

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

@ducttape

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

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

Finding themes

• Brainstorm

• Keyword toolsGoogle Keyword Planner

• BuzzSumo – findmost shared

@ducttape

Buzz Sumo

@ducttape

Content powers the journey

Awareness Trust Education Engagement Conversion

Blog postsEvents

Advertising

How toReviews

TestimonialsArticles

eBooksDemos

WorkshopsFAQs

Case studiesInterviews

ContestsOPC

PeersTrials

Personalization

@ducttape

Content Delivery Platform• Blog/Podcast

• Video/Slideshare

• Newsletter/eBooks

• Guest posts

• Webinars

• Infographics

• Offline

@ducttape

4) TotalOnline

Presence

@ducttape

Total Online Presence

• Content platform

• Organic SEO

• Email marketing

• Social media marketing

• Online advertising

• Mobile and location

• Analytics and conversion

@ducttape

@ducttape

Online foundation

• Lead capture forms

• Landing pages A/B

• Blog/Podcast

• Newsletter/eBooks

• Webinars

• Sharing/social

• Measurement

@ducttape

Collect Curate Create Share Engage

Connection through Context

HootsuiteFeedly

TalkwalkerDiigo

PulseFeedly

Scoop.itNewsle

Word SwagCanvaList.ly

Visual.ly

HootsuiteFeedlyBuffer

NimbleGroups

Contactually

@ducttape

Collect

• Customers – Twitter Lists

• Journalists – Talkwalker Alerts

• Influencers - Alltop

• Competitors – RivalIQ

• Industry – Quora Feeds

• Blogs – Feedly

@ducttape

5) Lead Generation

Trio

@ducttape

Lead generation

• Advertising

• Public relations

• Referral systems

@ducttape

Advertising• Control

• Narrowly targeted

• Direct response

• Accountable

• Content awareness

• Test and track

@ducttape

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

Referrals

• Champions• Education• Offers• Tools• Community

@ducttape

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

Strategic relationships

@ducttape

Surprise!

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

@ducttape

6) LeadConversionis the X factor

@ducttape

Lead Conversion• Discovery – Next step

• Presentation – Seminar

• Nurturing – Sales cycle

• Monthly touches

• Transaction – Same experience

@ducttape

7) Live by The Calendar

@ducttape

Organization chart• Separate but connected

• You have every function

• Replace yourself

@ducttape

Marketing calendar• Overall plan

• Editorial plan

• Plan ahead

• Spreadsheet, Tom’s Planner, Smartsheet

@ducttape

Marketing budget• Growth plan

• Lifetime value

• Acquisition cost

• Investment vs. cost

• Spreadsheet/Smartsheet

@ducttape

System documentation• Process map by org chart

• Priority list

• Checklist approach

• Process.st

@ducttape

Reach out and connect!ducttapemarketing.com

Duct Tape Marketing

Consultant Network

Duct Tape MarketingSystem and Community