Marketing Hourglass as Business Strategy. John Jantsch Duct Tape

Transcription

1 Marketing Hourglass as Business Strategy John Jantsch Duct Tape

2 Definition of Marketing Know Like Trust

3 Trust equals referrals

4 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

5 Build your Marketing Hourglass

6 The funnel is more broken When it comes to lead and referral generation, a happy customer is the best tool.

7 The Marketing Hourglass TM Know Like Trust Try Buy Repeat Refer Who and how, ads, referrals, networking Website, blog content, social media, SEO, webinars, marketing materials, white papers Workshops, evaluations, demo, DIY training, starter Service team, new customer kit Post project review, cross selling, customer events Champion events, partner intros, peer2peer Duct Tape Marketing all rights reserved

8 Where are the gaps? Know Like Trust Try Buy Repeat Refer Who and how Ads Referrals Web site/blog Reception Newsletter Search Expert content Sales presentation Webinar Evaluation Nurturing Service team New customer kit Finance/delivery Post project survey Cross selling Quarterly events Results reviews Partner intros Peer2peer events Duct Tape Marketing all rights reserved

9 The Marketing Hourglass TM Know Like Trust Try Buy Repeat Refer Who and how, ads, referrals, networking Website, blog content, social media, SEO, webinars, marketing materials, white papers Workshops, evaluations, demo, DIY training, starter Service team, new customer kit Post project review, cross selling, customer events Champion events, partner intros, peer2peer Duct Tape Marketing all rights reserved

10 A framework Strategy hourglass Content hourglass Campaign hourglass Hiring hourglass Internal hourglass

11 Strategy Hourglass

12 Hourglass building 1. Map experience 2. Audit content 3. Examine partners 4. Consider revenue 5. Establish baseline

13 Map customer experiencepoints Marketing Sales Delivery Subs Education Follow-up Finance

14 Content audit Awareness Trust Education Customer Conversion

15 Strategic relationships Marketing partners Joint ventures Coopetition Vendor/supplier

16 Revenue streams More services Less New segments Fewer Maintenance Partnering

17 Key indicators Total community membership Average total $ per customer % of leads converted %of business by referral %of repeat business Cost to acquire a new customer % of customers likely to refer

18 Content Hourglass

19 Content for awareness Blog posts Newsletters Workshops Guest content

20 Content that builds trust How to content Reviews Testimonials Articles

21 Content that educates ebooks Newsletter Workshops Demonstrations FAQs Survey data

22 Customergenerated content Automatic referrals and reviews Testimonials AudioAcrobat Video success stories Video testimonial party

23 Otherpeople s content Custom RSS feeds Republish, Share, RT Curate Storify

24 Content that converts In person events Success videos Contests Gift certificates

25 Content for referrals Invited content Co-branded content Sponsored content Curated content Incented content

26 Campaign Hourglass

27 Begin with the referral in mind

28 Reverse engineer 90 days 45 days At purchase Trial Nurture Trust Awareness

29 Hiring Hourglass

30 Internal Hourglass

31 The Hourglass questions 1) How will people learn about our value proposition? 2) What will make them want to know more? 3) What will lead them to give us permission to share our story? 4) How can we offer proof that they can get the result they desire? 5) How can we make the buying experience fun, effective and convenient? 6) What can we do to measure and ensure our customer gets the result they expected and more? 7) What will lead every customer to talk about us to their friends, neighbors and colleagues?

32 The Marketing Hourglass TM Know Like Trust Try Buy Repeat Refer Who and how, ads, referrals, networking Website, blog content, social media, SEO, webinars, marketing materials, white papers Workshops, evaluations, demo, DIY training, starter Service team, new customer kit Post project review, cross selling, customer events Champion events, partner intros, peer2peer Duct Tape Marketing all rights reserved

33 Duct Tape Marketing FreeeBooks Books Courses Consulting Ducttapemarketing.com

34 Your Hourglass