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7 Steps to Marketing SuccessHow to create a marketing system презентация
Содержание
- 1. 7 Steps to Marketing SuccessHow to create a marketing system
- 2. Save Your Self Time Energy and Money
- 3. Marketing is a System Strategy before
- 4. Foundation
- 5. 1) Strategy Before Tactics
- 6. Strategy before tactics Identify your ideal
- 7. Profit Referrals What are
- 8. Sketch them How would I spot
- 9. Customer driven strategy Why did you
- 10. You talking logo What do you
- 11. Change the context of how the
- 12. Strategy case study What you do
- 13. 2) Build your Marketing Hourglass
- 14. 57% of a typical purchase decision is
- 17. 53% of those surveyed claimed that the
- 18. The funnel is broken
- 21. Revenue Department! Outcome Deparment The Marketing and Sales Hourglass
- 22. Definition of Marketing
- 23. Definition of Sales
- 24. Map all customer touchpoints Marketing Sales Enrollment Service Education Follow-up Finance
- 25. The Marketing HourglassTM © Duct Tape Marketing – all rights reserved
- 26. Reverse engineer touchpoints 90 days
- 27. 3) Publish Educational Content
- 28. The publishing model Body of work
- 29. Total Content SystemTM Create a list
- 30. Sample theme list Jan – Referral Marketing
- 31. Finding themes Brainstorm Keyword tools Google Keyword Planner BuzzSumo – find most shared
- 32. Buzz Sumo
- 33. Content powers the journey Blog posts Events
- 34. Content Delivery Platform Blog/Podcast Video/Slideshare Newsletter/eBooks Guest posts Webinars Infographics Offline
- 35. 4) Total Online Presence
- 36. Total Online Presence Content platform Organic SEO
- 38. Online foundation Lead capture forms Landing pages A/B Blog/Podcast Newsletter/eBooks Webinars Sharing/social Measurement
- 39. Connection through Context Hootsuite Feedly Talkwalker Diigo
- 40. Collect Customers – Twitter Lists Journalists –
- 41. 5) Lead Generation Trio
- 42. Lead generation Advertising Public relations Referral systems
- 43. Advertising Control Narrowly targeted
- 44. Public Relations in 7 steps
- 45. Referrals Champions Education Offers Tools Community
- 46. Marketing partners Joint ventures Coopetition Vendor/supplier Strategic relationships
- 47. Surprise! Exceed expectations Free something? Partner gift certificate Flowers
- 48. 6) Lead Conversion is the X factor
- 49. Lead Conversion Discovery – Next step
- 50. 7) Live by The Calendar
- 51. Organization chart Separate but connected You have every function Replace yourself
- 52. Marketing calendar Overall plan Editorial plan Plan ahead Spreadsheet, Tom’s Planner, Smartsheet
- 53. Marketing budget Growth plan Lifetime value Acquisition cost Investment vs. cost Spreadsheet/Smartsheet
- 54. System documentation Process map by org chart Priority list Checklist approach Process.st
- 55. Reach out and connect! ducttapemarketing.com Duct Tape
Save Your Self Time Energy and Money
Слайд 3Marketing is a System
Strategy before tactics
Fill your marketing hourglass
Publish educational content
Create a total web presence
Use a lead generation trio
Lead conversion is the X factor
Live by the calendar
Create a total web presence
Use a lead generation trio
Lead conversion is the X factor
Live by the calendar
Слайд 6Strategy before tactics
Identify your ideal client
Define a core difference
Focus on a few priorities
Make the competition irrelevant
Make the competition irrelevant
Слайд 7
Profit
Referrals
What are the common characteristics of your most profitable customers that
also refer your business to their friends, neighbors and colleagues?”
Слайд 9Customer 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?
What frustrates you?
What would you Google?
Who else do you refer?
Слайд 11 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)
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
Слайд 12Strategy 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”
Complimentary statement “Zoning adjustment compliance system”
Positioning goal/statement #1 Design/Build Architect
Core marketing message “The Contractors Architect”
Слайд 1457% of a typical purchase decision is made before a customer
even talks to a supplier.
Source: CEB
Слайд 1753% of those surveyed claimed that the sales experience itself was
one of the greatest contributing factors in continued loyalty to the brand.
Source: CEB
Слайд 18The funnel
is broken
“When it comes to lead and
referral generation, a happy
customer is the best tool.”
Слайд 29Total Content SystemTM
Create a list of monthly Landmark Content Themes
Develop
your Content Delivery Platform
Create and use an editorial calendar
Create and use an editorial calendar
Слайд 30Sample theme list
Jan – Referral Marketing
Feb – Coaching and Consulting
Mar –
Sales and Lead d
Conversion
Apr – Online Integration
May – Writing
Jun – Strategic Partners
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
Слайд 33Content powers the journey
Blog posts
Events
Advertising
How to
Reviews
Testimonials
Articles
eBooks
Demos
Workshops
FAQs
Case studies
Interviews
Contests
OPC
Peers
Trials
Personalization
Слайд 34Content Delivery Platform
Blog/Podcast
Video/Slideshare
Newsletter/eBooks
Guest posts
Webinars
Infographics
Offline
Слайд 36Total Online Presence
Content platform
Organic SEO
Email marketing
Social media marketing
Online advertising
Mobile and location
Analytics
and conversion
Слайд 38Online foundation
Lead capture forms
Landing pages A/B
Blog/Podcast
Newsletter/eBooks
Webinars
Sharing/social
Measurement
Слайд 39Connection through Context
Hootsuite
Feedly
Talkwalker
Diigo
Pulse
Feedly
Scoop.it
Newsle
Word Swag
Canva
List.ly
Visual.ly
Hootsuite
Feedly
Buffer
Nimble
Groups
Contactually
Слайд 40Collect
Customers – Twitter Lists
Journalists – Talkwalker Alerts
Influencers - Alltop
Competitors – RivalIQ
Industry
– Quora Feeds
Blogs – Feedly
Blogs – Feedly
Слайд 43
Advertising
Control
Narrowly targeted
Direct response
Accountable
Content awareness
Test and
track
Слайд 44
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
Guest and contribute
Conduct influencer outreach
Build speaking opportunities
Consistently release
Слайд 49Lead Conversion
Discovery – Next step
Presentation – Seminar
Nurturing –
Sales cycle
Monthly touches
Transaction – Same experience
Monthly touches
Transaction – Same experience
Слайд 52Marketing calendar
Overall plan
Editorial plan
Plan ahead
Spreadsheet,
Tom’s Planner,
Smartsheet
Слайд 53Marketing budget
Growth plan
Lifetime value
Acquisition cost
Investment vs. cost
Spreadsheet/Smartsheet
Слайд 55Reach out and connect!
ducttapemarketing.com
Duct Tape Marketing
Consultant Network
Duct Tape Marketing
System and Community
