toledo biz group presentation
TRANSCRIPT
Cover image: Poster Web 2.0
All other images courtesy of iStockphoto
Duct Tape MarketingPatrick Giammarcowww.pwgmarketing.com
About Patrick I simplify marketing for small businesses by installing and coaching the 7-steps of the Duct Tape Marketing system
Definition of Marketing
A customer life-cycle
Marketing is a System• Create your “shine”• Strategy before tactics• Educate don’t sell• Lead generation trio• Convert every lead• Harness the Internet• Live by the calendar
1) Create your “Shine” Goals and gaps
Personal, Plan, Strategic, Tactical
Higher purpose mantra
Visual
2) Strategy before tactics
Find your ideal customer
What is ideal? Values you Profitable Refers
Ideal customer Demographics Psychographics Geographics Behavior
Differentiate
Differentiate Alignment with the brand Positioning statement Core marketing message What you do for a living?
What you really do for a living What do your customers want? What do your customers buy? What is the experience? What is the result?
I/we [verb] [target] [unique value]
Really, how do you do that? Your unique process Your unique product Your unique service Your unique guarantee Your unique packaging Your unique delivery
3) Educate don’t sell3) Educate don’t sell
Educate Your marketing kit Your website/blog Your presentations Your content strategy
Your marketing kit A case for your business Chief benefit Products/services The marketing story Success studies Media coverage Process maps Testimonials Ideal customer Bios FAQs
The marketing story Who we are We’ve been there We know you Where we are going Why we do this What we learned
4) Lead GenerationAdvertising Public relations Referrals
Advertising Narrowly targeted 2-step – direct response Accountable
Public Relations Partly about relationships Monthly news releases
Referrals Expectation Education
Referrals Be more referable Target Educate Offers Follow-up
5) Lead Conversion
Convert Leads Into Customers
New Customer Kit Who you need to know What we need to know What to do next How we expect payment
6) Harness the InternetNew research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services.
~ Kelsey Group
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
It’s about total web presence
• Content rich website• Blog and social media• RSS for alerts/content• Social search• Local search• Search engine optimization• Email marketing• Pay per click advertising• Automation
Hub and Spokesocial media in business
Hierarchy of social media
Why Blog•Content•Interaction•Networking•Community•Search
Social/local searchSocial/local searchTools•Google maps•Yahoo Local•Live Search
7) Live by the calendar
Live by the calendar Monthly themes Weekly actions Daily appointments
Marketing dashboard Goal gaps # of leads generated % of leads converted average $/customer # of trans/yr/customer
The Marketing The Marketing HourglassHourglass
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
