New Definition of Marketing
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1 7 Steps to Small Business Marketing Success Jean Hanson Authorized Duct Tape Marketing Consultant Steve Hanson Project Manager MarketingSystemsByDesign.com Facebook.com/marketingsystemsbydesign Twitter.com/jeanhanson Linkedin.com/in/jeanhanson Steve and Jean with John Jantsch, Founder of Duct Tape Marketing New 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 1
2 WHAT IS 1) Strategy SOCIAL Before MEDIA Tactics AND WHY YOU SHOULD CARE 1a) Who Matters 1.Profitable clients 2.Referrals 3.Demographics 4.Behavior 5.Biographical sketch 2
3 Demographics Geographics Psychographics Behavioral 1b) Be Different Ask Every Customer What made you decide to hire us? What's one thing we do better than other companies like ours? What could we do better? Would you refer us? 3
4 What Do People Really Buy? Unique product/service Unique process Unique experience Unique people Unique guarantee Unique packaging or delivery Unique way to solve a problem 2) The Marketing Hourglass 4
5 Know Like Trust Try Buy Repeat Refer Advertising Networking Referrals Website Blog Newsletter Social connections Expert content Sales presentation Free trial Evaluation Strong guarantee Service team New customer kit Finance/delivery Post project survey Cross selling Up selling Results reviews Partner intros Peer2peer events Know Like Trust Try Buy Repeat Refer Advertising Networking Referrals Service team New customer kit Finance/delivery Results reviews Partner intros Peer2peer events Fill Your Hourglass Gaps 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 are your strategic partner pairings? 5
6 3) Create and Publish Content Content That Builds Trust Blogs How-to content and articles Social media Reviews Testimonials Content That Educates ebooks White papers Webinars FAQs Success stories Checklists / Survey data 6
7 4) Create a Total Web Presence Digital interactivity is now at the center of marketing Where Are We? 81% of U.S. online consumers trust information and advice from blogs. (Source: BlogHer) Companies that blog have 97% more inbound links. (Source: Hubspot) By 2013, it is projected that 128 million people in the US will be blog readers. (Source: MyMarketingDept.) B2B marketers who use blogs generate 67% more leads than those that do not. (Source: InsideView) The average person watches 182 online videos per month. (Source: Digital Buzz Blog) Nearly All Consumers (97%) Now Use Online Media to Shop Locally. ~ BIA/Kelsey and ConStat 7
8 Hub and Spoke 5) Inbound Lead Generation Trio Inbound Lead Generation Trio Advertising Public Relations Referrals 8
9 Advertising Awareness for content Narrowly targeted 2-step direct response Accountable PR is about relationships Pitch strategically Monthly touch Use online news release tools Referrals Be more referable Target Educate Offers Follow-up Image: 9
10 6) Selling is a System too Image: Lead Conversion Discovery next step Presentation Nurturing sales cycle Monthly touches 7) Live By the Calendar 10
11 Live By the Calendar Monthly themes Weekly actions Daily appointments 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 2 Special Offers! Marketing Catalyst Group Coaching Program Limited to 8 people 10 Sessions, every other week for 90 min Unlimited access to online portal with videos, audios, workbooks, resources Unlimited support between sessions First 4 people to sign up will get John Jantsch s book, Duct Tape Marketing Starts Tues. Feb 18 th at 2pm Central Early Bird Pricing until 1/31/14: $997 (one time payment) -or- 3 Monthly Payments of $399 (for a total of $1197)
12 2 Special Offers! FREE Ebooks! 1.7 Steps to Small Business Marketing Success 2.The Duct Tape Marketing Hourglass 3.Total Online Presence 4.Referral Engine Pro MarketingSystemsByDesign.com Questions? Jean Hanson MarketingSystemsByDesign.com Contact: Social Connections: facebook.com/marketingsystemsbydesign twitter.com/jeanhanson linkedin.com/in/jeanhanson youtube.com/marketingsystems101 12
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