Marketing is a system and this is the Duct Tape Marketing

1. @ducttape
7 Steps to Marketing Success
How to create a marketing system
John Jantsch
Duct Tape Marketing
@ducttape

2. @ducttape
Save
Your
Self
Time
Energy and
Money

3. @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

4. @ducttape
Strategy
Ideal Client Vision Core Message
Hourglass
Know Like Trust Try Buy Repeat Refer
Planning
Priorities OrgDevelopment MarketingCalendar KPI Dashboard Budget Process
Project Implementation
Marketing
materials
Referral
program
Newcustomer
orientation
Partner
platform
PRcampaign
Social media
routine
Content
Online Assets Offline
Lead Generation
Adv SEO PR Email Referrals Social
Lead Conversion
Prospect Present Nurture Transact Refer
The Duct Tape MarketingSystem
© Duct Tape Marketing –All rights reserved –ducttapemarketing.com
Foundation

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1) Strategy
Before
Tactics

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Strategy before tactics
• Identify your ideal client
• Define a core difference
• Focus on a few priorities
• Make the competition irrelevant

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Profit
Referrals

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Sketch them
• How would I spot
your ideal customer?
• Create personas

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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?

10. @ducttape
You talking logo
• What do you do for a living?
• How you do it in a unique way

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• 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

12. @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”

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2) Build your
Marketing
Hourglass

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

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20. @ducttape

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Revenue Department! Outcome Deparment
The Marketing and Sales Hourglass

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Definition of Marketing
Know Like Trust

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Definition of Sales
Try Buy Repeat Refer

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Map all customer touchpoints
• Marketing
• Sales
• Enrollment
• Service
• Education
• Follow-up
• Finance

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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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3) 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 SystemTM
1. Create a list of monthly
Landmark Content Themes
2. Develop your Content Delivery
Platform
3. 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

33. @ducttape
Content powers the journey
Awareness Trust Education Engagement Conversion
Blog posts
Events
Advertising
How to
Reviews
Testimonials
Articles
eBooks
Demos
Workshops
FAQs
Case studies
Interviews
Contests
OPC
Peers
Trials
Personalization

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

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4) Total
Online
Presence

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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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Online foundation
• Lead capture forms
• Landing pages A/B
• Blog/Podcast
• Newsletter/eBooks
• Webinars
• Sharing/social
• Measurement

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Collect Curate Create Share Engage
Connection through Context
Hootsuite
Feedly
Talkwalker
Diigo
Pulse
Feedly
Scoop.it
Newsle
Word Swag
Canva
List.ly
Visual.ly
Hootsuite
Feedly
Buffer
Nimble
Groups
Contactually

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

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5) Lead
Generation
Trio

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Lead generation
• Advertising
• Public relations
• Referral systems

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Advertising
• Control
• Narrowly targeted
• Direct response
• Accountable
• Content awareness
• Test and track

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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

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Referrals
• Champions
• Education
• Offers
• Tools
• Community

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

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

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6) Lead
Conversion
is the X factor

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Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience

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7) Live by
The Calendar

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Organization chart
• Separate but connected
• You have every function
• Replace yourself

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Marketing calendar
• Overall plan
• Editorial plan
• Plan ahead
• Spreadsheet,
Tom’s Planner,
Smartsheet

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Marketing budget
• Growth plan
• Lifetime value
• Acquisition cost
• Investment vs. cost
• Spreadsheet/Smartsheet

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System documentation
• Process map by org chart
• Priority list
• Checklist approach
• Process.st

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Reach out and connect!
ducttapemarketing.com
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Consultant Network
Duct Tape Marketing
System and Community