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7 Steps to Small BusinessMarketing Success – SmBiz Week

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My gift to you - $250• Web site evaluation• Guided survey of marketing• 30 minute Consulting session• Action steps and tips• ducttape.me/sbwspecial

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Definition of Marketing

Know Like Trust

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Online interactivity is now at the center of marketing

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Marketing is a System1. Strategy before tactics2. Fill your marketing hourglass3. Publish educational content4. Create a total web presence 5. Use a lead generation trio6. Make selling a system too7. Live by the calendar

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"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat” ~ Sun Tzu.

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1) Strategy before tactics

• Narrow your focus• Differentiate and dominate

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1a) Narrow your focus

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What is ideal?• Values you• Profitable• Refers

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Ideal customer• Demographics• Psychographics• Geographics• Behavior

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1b) Differentiate and dominate

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Ask every customer• What made you decide to hire us?• What’s one thing we do better?• What could we do better?• Would you refer us?• What would you Google?

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Differentiate - Architect 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) The Marketing HourglassTM

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• Who and how• Ads• ReferralsKnow• Web site/blog• Reception• NewsletterLike• Search• Expert content• Sales presentationTrust• Webinar• Evaluation• NurturingTry• Service team• New customer kit• Finance/deliveryBuy• Post project survey• Cross selling• Quarterly eventsRepeat• Results reviews• Partner intros• Peer2peer eventsRefer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

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• Who and how• Ads• ReferralsKnow• Web site/blog• Reception• NewsletterLike• Search• Expert content• Sales presentationTrust• Webinar• Evaluation• NurturingTry• Service team• New customer kit• Finance/deliveryBuy• Post project survey• Cross selling• Quarterly eventsRepeat• Results reviews• Partner intros• Peer2peer eventsRefer

© Duct Tape Marketing – all rights reserved

Filling the gaps – product and process questions

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The product/service mix strategy• What’s your lead capture value exchange?

• 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 is your “members only” offering?• What are your strategic partner pairings?

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3) Publish educational content

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The Content Blueprint• Body of work• Strategy• Major themes• Editorial calendar• Story building• Mixed media

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Content that builds trust• Educational• Social media• Reviews• Testimonials

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Content that educates• White papers• Webinars• FAQs• Success stories• Perfect Intro

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4) Create a total web presence

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Where are we?• 73% of online users read a blog• 57% join social networks• 45% have started a blog• 83% have viewed a video online• 39% subscribe to RSS feeds• 36% think more positively about

companies that have blogsSource: Universal McCann Wave3 research into social media

New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services.

~ Kelsey Group

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Pillars of a web presence• Listen first• Optimize your web content• Claim real estate• Optimize brand assets• Ratings and reviews • Social media participation

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Hub and Spokesocial media in business Corp

Website

podcast

blog

Videos

PicturesReviews

Online PR

Social profiles

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5) Inbound lead generation trio

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Inbound lead generation• Advertising• Public relations• Referral systems

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Advertising• Narrowly targeted• 2-step – direct response• Accountable• Awareness for content

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Public Relations• It’s about relationships• Pitch, don’t release• Monthly touch• Use online press releases

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Referrals• Be more referable• Target• Educate• Offers• Follow-up

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6) Selling is a system too

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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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Live by the calendar• Monthly themes• Weekly actions• Daily appointments• Make it a game

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My gift to you - $250• Web site evaluation• Guided survey of marketing• 30 minute Consulting session• Action steps and tips• ducttape.me/sbwspecial