rise 2011 presentation: seven steps to marketing success

Welcome to

RISE WEEK 2011Seven Steps to Marketing Success

Hosted byRick L’Amie

Moxie Marketing

The Moxie Story

A bottle & a book

Definition of Marketing

Know Like Trust

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. Make selling a system too

7. Live by the calendar

"Strategy without

tactics is the

slowest route to

victory. Tactics

without strategy

is the noise

before defeat” ~ Sun Tzu, The Art of War

1) Strategy before tactics

1a) Narrow your focus

What is ideal? Values you

Profitable

Refers

Ideal customer• Demographics

• Psychographics

• Geographics

• Behavior

1b) Differentiate and dominate

Ask every customer

• What would you Google?

• What made you decide to hire us?

• What’s one thing we do better?

• What could we do better?

• Would you refer us?

What people really buy?

Your unique product

Your unique service

Your unique process

Your unique experience

Your unique people

Your unique guarantee

Your unique packaging

Your unique delivery

Your unique solution

Differentiate - Architect 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”

1c) Package your Business

Image is everything

Conduct a communications audit

How do your name, logo, branding, colors

communicate what you do?

How do you “package” your business?

• “Brand” vs. “Brand Identity”

What do you name your products or service?

Quality counts – hire a pro

3) The Marketing Hourglass

Know

Like

Trust

Try

Buy

Repeat

Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

The

Buying Pattern

Timing

Triggers

Research

Know

• GOOGLE = Online

• ASK = Referral

• KNEW YOU =

Advertising/Promo

• READ/HEARD =

Public Relations

Like

Something they:

READ

SEE

HEAR

FEEL

= Minimize Risk

Proof Trial Products

Guarantees Low Cost

Deliver

CROSS SELL &

UP SELL

+

NURTURE

= RAVING FANS!

• Articles

• Ads

• ReferralsKnow

• Web site

• Reception

• NewsletterLike

• Marketing kit

• Free report

• Product PresentationTrust

• Webinar

• Evaluation

• NurturingTry

• Service team

• New customer kit

• Finance/deliveryBuy

• Post project survey

• Cross selling

• Quarterly eventsRepeat

• Results reviews

• Partner intros

• Peer2peer eventsRefer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

• Articles

• Ads

• ReferralsKnow

Like

Trust

Try• Service team

• New customer kit

• Finance/deliveryBuy

Repeat• Results reviews

• Partner intros

• Peer2peer eventsRefer

Filling the gaps – product & process questions

© Duct Tape Marketing – all rights reserved

Marketing Life Cycle

The product/service mix strategy

• What is your free or trial offering?• What is your starter offering?• What is your “make it easy to switch” offering?• What is your core offering?• What are your add-ons to increase value?• What is your “members only” offering?• What are your strategic partner pairings?

3) Publish educational content

Content that builds trust

• Educational

• Social media

• Reviews

• Testimonials

Content that educates

• White papers

• Webinars

• FAQs

• Success stories

• Perfect Intro

4) Create a total web presence

600 Million Active Facebook Users

Source: Tech HeraldPhoto Credit:

Oversocialized

126 MillionThe number of blogs on the

Internet.

Source: Jess3

10 Billion+ Tweets Sent on

Twitter Since 2006

Photo Credit: Rosaura Ochoa Source: Mashable

2 Billion Videos Are Streamed

Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch

Pillars of a web presence

• Listen first

• Optimize your web content

• Claim real estate

• Optimize brand assets

• Ratings and reviews

• Social media participation

Hub and SpokeSocial media in business

5) Inbound lead generation trio

Inbound lead generation• Advertising

• Public relations

• Referral systems

Advertising• Narrowly targeted

• 2-step – direct response

• Accountable

• Awareness for content

7 Tips to Writing a Direct Response Letter

1. Curiosity-arousing headline

2. Identifying a problem or a need

3. Show that your service Is the solution

4. Stress benefits

5. Offer proof you can solve the problem

6. Invite them to take action

7. Give them a way to respond

Public Relations• It’s about relationships

• Pitch, don’t release

• Monthly touch

• Use online press releases

Referrals• Be more referable

• Target

• Educate

• Offers

• Follow-up

6) Selling is a system too

Lead Conversion• Discovery – Next step

• Presentation – Seminar

• Nurturing – Sales cycle

• Monthly touches

• Transaction – Same experience

7) Live by the calendar

Live by the calendar• Monthly themes

• Weekly actions

• Daily appointments

Questions?

About Moxie MarketingMarketing with an Attitude for Small Business

• We help small business owners and service professionals realize their

business dreams

• Install small business marketing systems & equip your company with

great creative, tools and tactics.

– Strategy before tactics

• Powered by Duct Tape Marketing, Certified Consultant

• Simple, effective, affordable

– Collaborative Consulting

• Your Businesses Virtual Marketing Dept.

• Group Training

About Moxie Marketing– Creative Services – Jolly Design

• Logos, business identity

• Marketing collateral

• Web Design

– Public Relations – Dave Manzer Creative Relations

– SEO, SEM

– Advertising & Copywriting

– Video & Direct Marketing

– Email Marketing

Services• Core offering: Guided Marketing Program (One-

on-one) – Your Virtual Marketing Manager

• Marketing Training Camp

• Referral Engine Group Training

• Social Media Group Training

• Match experts and contractors to match the

client’s needs and budgets (writers, etc.)

• Services: Constant Contact, SEO, Pixability

Video Marketing

Worked With

Sample Current Clients

About Duct Tape Marketing

• Used worldwide by

thousands of small

business owners

• A system, not a plan

• Up to date marketing techniques

• Used by a network of more than 50 marketing

professionals worldwide

• Backed by companies such as Sage, Marketing

Plan Pro HP and Constant Contact

“Clever marketing ideas galore and lots of contrarian thinking about what works and what doesn’t”

― Forbes magazine

Rick L’Amie

• Web: www.getmoxiemarketing.com

• Blog: www.marketingwithmoxie.com

• Twitter: twitter.com/MoxieMarketing

• LinkedIn: www.linkedin.com/in/ricklamie

• Email: rick.lamie@getmoxiemarketing.com

• Phone: 512.814.MOXIE (6694)

Marketing Training CampStarts Mar. 29

Training Camp Schedule• Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and

Dominate - Developing and Communicating Your Core Marketing Message

• Session 2 - Give Them an Image - Communicating the Complete Marketing Package

• Session 3 - A Marketing Kit That speaks to Each Prospect - Developing Marketing Materials That

Educate

• Session 4 - Marketing Story - Make Meaning By Telling Your Story & Case Studies &

Testimonials - Demonstrating Results Through Real Life Client Work

• Session 5 - Referral Marketing - Building a Systematic Referral Marketing Machine & Small

Business Advertising & Direct Mail - Every Sale Starts with a Lead

• Session 6 - Public Relations - Earned Media Attention and Expert Status & A Selling System -

Turn Prospects to Clients and Clients to Partners

• Session 7 – Social Media Marketing–Developing a Systematic Social Media Marketing System to

Enhance your Overall Marketing Efforts

• Session 8 – Marketing Automation – Creating Automated Drip Marketing Campaigns & Live by the

Calendar – Implementing a Step-by-Step, Calendar-Based Process to Keep Your Marketing Efforts

on Track.

Introducing Local Search Pro

A Five-Step Process for Dominating Your Local Search

Landscape

1. Make your web pages local friendly

2. Build out your local search profiles

3. Get proactive in the review game

4. Get listed, cited and mentioned

5. Spread the local social love

A online course that will deliver the exact hands-on information

you need in four very practical self-paced sessions delivered

over four weeks.

Social Media Pro Workshop –

Webinar Series

• Session One – Creating a Social Media Strategy

• Session Two – Optimizing Brand Assets

• Session Three – Blogging for Business

• Session Four – Social Networking and Networks

• Session Five – Managing the Beast

Referral Engine

Power Groups

• Pre-session – Introductions & sharing

• Week 1 - Overview, goal setting and system action plan for the

program

• Week 2 - Define target referral market and core referral message

• Week 3 - Create referral education and strategic partner plan

• Week 4 - Create referral marketing offers, tools and follow-up system