7 steps to marketing success
TRANSCRIPT
Marketing is a System Your marketing map Ideal customer/difference Content that educates Marketing hourglass Lead generation Lead conversion Harness the Internet Live by the calendar
Your marketing map Goals and gaps
Personal, Plan, Strategic, Tactical
Higher purpose mantra – hire for fit Visual – ideal customer experience Marketing dept – yes, an org chart
Action steps Interview 8-10 ideal customers Why did you choose us? What do we do that others don’t Why do you refer us? Have you asked your employees?
What themes emerge?
What people really buy? Your unique product Your unique service Your unique process Your unique experience Your unique people Your unique guarantee Your unique packaging Your unique delivery Against a problem
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”
Content that educatesContent that educates Your marketing kitYour marketing kit Your online educationYour online education Your presentationsYour presentations Your content strategyYour content strategy
Content optimizationContent optimization Blog Blog Podcast Podcast PhotosPhotos VideosVideos Online PROnline PR Social profilesSocial profiles Local profilesLocal profiles
Know Like Trust Try Buy Repeat Refer
Articles
Ads
Results Reviews
Partner Intros
Post jobsurvey
Cross sell
ServiceTeam
New Customer
Kit
Webinar
Evaluation
Marketing Kit
White paper
Web site
Reception
Referrals Newsletter
Sales Presentation
Peer2PeerEvents
QuarterlyEvents
FinanceDelivery
Nurturing
The marketing hourglassThe marketing hourglass
The product/service mix strategy
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?
Public Relations It’s about relationships Pitch, don’t release Monthly touch Use online press releases
Lead Conversion Qualification – Next step Presentation – Internal seminar Nurturing – Sales cycle Monthly touches Transaction – Same experience
Don’t think so?
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