Transcript JeanHanson #issainterclean

7 Steps to Marketing Success
How to create a marketing system
Jean Hanson, I.C.E.
Certified Duct Tape Marketing Consultant
MarketingSystemsByDesign.com
Facebook.com/marketingsystemsbydesign
Twitter.com/jeanhanson
Linkedin.com/in/jeanhanson
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Marketing Tip of the Week
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Marketing is a System
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Strategy before tactics
Fill your marketing hourglass
Publish educational content
Create a total web presence
Use a lead generation trio
Lead conversion is a system too
Live by the calendar
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1) Strategy
Before
Tactics
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What is Strategy?
Ideal Client
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Core Difference
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Who is NOT Ideal?
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Who is Ideal?
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Profitable clients
Referrals
Demographics
Behavior
Biographical sketch
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Core Difference
What makes you different?
* Hint - it’s NOT quality service
* Must be of value to clients
Which is better?
* We respond quickly -- vs -* We have a 10 minute Response
Guarantee
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Ask your clients …
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2.
3.
What made you decide to hire us?
What's one thing we do better
than other companies like ours?
What could we do better?
** Get specific examples
** Leverage that in your marketing tactics
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2) Build your
Marketing
Hourglass
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The Marketing
Know
Like
TM
Hourglass
• Advertising
• Networking
• Referrals
• Website, blog, articles
• Social connections
• Newsletter
Trust
• SEO
• eBooks, white papers
• Case studies
Try
• Free Demos
• Evaluation, audit
• Strong guarantee
Buy
• Service team
• New customer kit
• Finance/delivery
Repeat
Refer
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• Post project survey
• Cross selling, upselling
• Customer events
• Partner intros
• Champion events
• Incentives
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The Marketing HourglassTM
Know
Like
• Advertising
• Networking
• Referrals
Trust
Try
Buy
• Service team
• New customer kit
• Finance/delivery
Repeat
Refer
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• Partner intros
• Champion events
• Incentives
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3) Publish
Educational
Content
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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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Content Powers the Journey
Different forms of content has different intent
Awareness
Trust
Education
Engagement
Newsletters
Blog posts Testimonials eBooks
Social
Advertising
Reviews
Demos
Sharing
FAQ’s
How-to
Workshops
Interviews
Articles
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Conversion
Case studies
Guarantees
Community
Involvement
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4) Total
Online
Presence
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Total Online Presence
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Content Platform
Organic SEO, Local Search
Email marketing
Social media marketing
Online advertising
Mobile friendly
Analytics and conversion
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Why Social Media?
• SEO value
• Follow up & network with prospects
• Stay top of mind with customers
(follow your customers)
• Provide customer service
• Keep up on your industry
• Develop partner network
• Amplify & share your content
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5) Lead
Generation
Trio
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Lead Generation Trio
• Advertising
• Public relations
• Referral systems
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Advertising
• You control (timing & target)
• Narrow target (save money)
• 2-step direct response
– Create awareness for content
– Start building like & trust
• Track and measure
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Public Relations
• PR is about relationships
• Follow the media
• Add to the conversation
• Pitch strategically
• Use online news release tools
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Referrals
• Be more referable
• Don’t be boring
• Two Types
 Ideal Clients
 Strategic Partners
• Follow-up
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6) Lead Conversion is a
System too
Image: www.solutionsellingblog.com
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Lead Conversion
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Next step
Presentation
Nurturing – Sales cycle
Systematic Follow-up
Transaction – Same experience
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7) Live by
The Calendar
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Marketing calendar
• Monthly content themes
• Monthly marketing themes
• Weekly actions
• Daily appointments
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Marketing budget & tracking
• Lifetime value
• Customer Acquisition cost
• Marketing ROI
• Analytics
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Marketing is a System
1.
2.
3.
4.
5.
6.
7.
Strategy before tactics
Fill your marketing hourglass
Publish educational content
Create a total web presence
Use a lead generation trio
Lead conversion is a system too
Live by the calendar
@JeanHanson
#issainterclean
FREE Ebooks!
1. 7 Steps to Small Business
Marketing Success
2. The Duct Tape Marketing
Hourglass
Marketing System Video Coaching
Step-by-Step Video Training, Templates, Action Steps
MarketingSystemsByDesign.com
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