Crea%ng  a  Marke%ng  Calendar  that  Works  for  You  

Business has only two functions -- marketing and innovation.

- Peter Drucker

Leading  Results  Core  Marke%ng  Mantra  

•  Don't  talk  about  the  products  you  sell;  talk  about  the  problems  you  solve.      

•  Then  talk  about  the  remarkably  different  way  that  I  will  experience  working  with  you  as  you  solve  those  problems.    

•  Be  sure  you  tell  me  what  I  get;  NOT  what  you  do.    Because  I  don't  have  %me  to  figure  out  if  what  I  need  is  what  you  do.    

These  workmen  have  just  finished  installing  the  balusters  to  keep  people  from  parking  next  to  the  building.    

This  is  what  happens  when  you  fail  to  plan  

Agenda  

•  Making  Time  and  Space  for  Marke%ng  •  The  Founda%on  •  The  Hourglass  •  The  Calendar  

Making  Time…  

•  You  cannot  create  more  %me  •  You  can  only  beQer  use  space  

How  Memory  Works  

•  3-­‐4  slots  

•  7  seconds  

Cleaning  Exercise  

Write  down  everything    that  you  need  to  do  

Sales   Marke%ng   Personal   Business  

Plan  Your  Day  

Data  dump  to  start  

Priori%ze  tasks  

Put  on  calendar  Data  dump  to  wrap-­‐up  

Repriori%ze  incomplete  tasks  

Tasks  

•  Write  everything  down  •  Set  %me  deadline  &  date  or  category  •  Urgent  and  Important  •  Break  tasks  into  smaller  parts  

Calendaring  Your  List  

Hate  It  

Sales  

Marke%ng  

Work  

Rock  It  

Calendars  In  Ac%on  

Blocks  

←          Blocks  &  Actuals  

→  

Consistency  Rules  

Tips  

•  Handle  things  once    •  Stay  organized  •  Turnoff  email  alerts  •  Break  big  tasks  into  smaller  pieces  •  Put  processes  in  place  

Processes  Are  Game  Changers  

Consistent  companies  have  a  process  v Who  to  talk  to  v What  to  talk  about  v How  o]en  to  reach  out  v Ways  to  get  the  message  distributed  

Processes  

•  Marke%ng  for  new  leads  •  Conver%ng  exis%ng  Leads  •  Customer  -­‐  XOXO  •  Ge_ng  Repeat  Business  •  Referrals    

v Customers  v Partners  

Exercise  –  Data  Dump  

•  What  are  the  things  you  keep  meaning  to  do,  or  you  want  to  do?  

•  What  is  it  that  you  said  to  yourself  –  “I  need  to  remember  that”  

•  What  isn’t  on  your  calendar,  but  should  be?  •  What  was  that  thing  you  said,  as  you  fell  asleep  last  nite  –  “I  need  to  remember  this”  

WRITE  IT  DOWN  -­‐  NOW  

Founda%on  

Cri%cal  Elements  

Why

What

Who

What  are  you  expert  at?  •  What  insights  do  you  have?  •  What  exper%se  can  you  share?  •  How  are  you  different  in  a  way  you  can  talk  about?  

What  content  have  you  created  (can  you  create)  to  share  this?    

   

Who  is  ideal?  •  Profitable  •  Values  you  •  Refers    

Who  do  you  want  to  aQract?  

Define  •  Demographics  •  Psychographics  •  Geographics  •  Behavior    

Why  do  they  care?  

•  Why  are  you  in  Business  Ø Answer  in  a  way  that  maQers  to  your  ideal  customer  

•  Why  does  your  exper%se  maQer?  Ø What  does  you  client  get  from  you  as  a  result?  

 

Home  Work  

What  are  you  an  expert  at?  

How  does  this  help  your  ideal  client?  

What  content  do  you  have  (can  you  create?)    

• Content  –  Blog,  WP,  Video  • Programs  –  PPC,  SEO,  DM  Know  • Content  –  WP,  Video,  Blogs,  Presenta%on  • Programs  –  email,  webinars,  seminars  Like  • Content  –  Tes%monials,  case  studies  • Programs  –  seminars,  customer  day,  user  groups  Trust  • Content  –  demonstra%on,  seminars,  workshops  • Programs  –  webinars,  test-­‐drives,  vendor  programs  Try  • Content  –  Welcome  kit,  orienta%on  • Programs  -­‐  Orienta%on  Buy  • Content  –  Adv.  Users  guide,  WP,  Presenta%ons  • Programs  –  user  groups,  exec.  Visits,  vendor  programs  Repeat  • Content  –  case  studies,  perfect  introduc%on  • Programs  –  Networking  nites,  user  groups  Refer  

©  Duct  Tape  Marke.ng  –  all  rights  reserved  

Duct  Tape  Marke%ng  Hourglass  

Calendars  Rule!  

Why  should  you  use  a  marke%ng  calendar  

 It’s  the  ringmaster  in  your  markeFng  circus  

Your  marke%ng  calendar  will  ….  

Help  you  make  sure  you  have  all  of  the  pieces  of  the  puzzle  

Your  marke%ng  calendar  will  ….  

Help  you  make  sure  you  address  all  your  audiences  

Your  marke%ng  calendar  will  ….  

Allow  you  to  recycle  content  

Your  marke%ng  calendar  will  ….  

Help  you  stay  on  task  and  deadline  

Your  marke%ng  calendar  will  ….  

Allow  you  take  advantage  of  unexpected  opportuni%es  without  drama  

First  -­‐  Choose  the  audiences  to  address  

•  New  names  •  Current  prospects    •  Ac%ve  leads  •  Current  customers  •  Orphans  •  Press  •  Poten%al  employees  •  Partners  •  Other?  

Know  

Like  

Trust  

Try  

Buy  

Repeat  

Refer  

Audiences  &  Goals  

Current  Prospects  &  Leads  

Customers,  Orphans  

Customers,  Partners,  Press  

Net  Names,  Employees  

All  Audiences  

•  eBooks  •  Webinars  •  Seminars  •  Workshops  •  Case  Study  •  Demonstra%ons  •  Trial  Offer    

Next  –  Choose  the  (content)  Offer  

•  Ar%cles  •  NewsleQers  •  Video  How  To’s  •  Tes%monials  Endorsement  

•  Pricing  quotes  •  Promo%onal  offer  

Other?  

Choose  the  Tac%cs  to  use  in  sharing  

Goal   TacFcs  ñKnow  ≈  Like  

•   Website  •   SEO  • LinkedIN  Q  &A  •   Blogging  •   Speaking  •   Webinars  •   Knowledge          Vision  

•   FB+LI  Ads  •   Reviews  •   Quotes  •   Networking  •   Surveys  •   Contests  •   Banner  Ads  •   Sponsorships  •   Pop  Up  Shops  

•   PR  •   Tradi%onal  Ads  •   Direct  Mail  •   Tradeshows  •   Lumpy  Mail  •   Knocks  •   Tele-­‐Discovery  •   YouTube  • Slideshare  

ñLike  ≈  Trust  

•   NewsleQer  •   Webinars  •   1:1  Offers  •   Value  Content  •   Brand  Elements  •   Seminars          (educa%onal)  

•   Target  Direct  Mail  •   Tes%monial  Stories    &  video  •   TwiQer  •   Blogging  • Slideshare  •   YouTube  

•   Conversa%ons  (phone  &  F2F)  •   Educa%onal  email  series  •   Group  Entertain-­‐ment  •   Reviews  

ñTrust  ≈  Try  ≈  Buy  

•   Case  Statement  •   Success  Stories  •   Company  Story  •   Samples  •   Brand  Elements  (responsiveness,  educa%onal)  

• Talkable  Gimmick  •   Sales  Presenta%on  •   White  Papers  •   1:1  Entertainment  •   Proof  Items  •   Starter  Offers    

•   Trials  (audits,  es%mates,  reviews)  •   LinkedIn  •   TwiQer  • Facebook  •   Blogging  

ñTry  (paid)  ñBuy  ≈  Repeat    ≈  Refer    

•   Paid  Trial  •   Perfect  Intro  •   Sales  Procs  Review  •   Welcome  Kit  • Cust.  NewsleQer  

•   Affiliate  Referral  Platorm  • Customer  Portal  •   Customers  Groups  (Advisory,  Prac%cal,  Networking)  

• Cust.  Bill  of  Rights  • Welcome/Orienta%on  Seminar  •   Mailing  List  Registra%ons  

ñRepeat  ≈  Refer      

All  of  above  in  customer  PLUS  •   Surveys  

•   Add-­‐On  Webinar/Seminar    

•   Pass-­‐on  offers  •   Door  Hangers  

ñRefer   •   Pass  Along  Cards  •   Referral  Incen%ves  •   Pass-­‐on  offers  •   Bill  Stuffers  

•   Joint  Marke%ng  •   Advisory  Board  •   Live  Tes%monials  •   Video  Tes%monial  

•   Co-­‐brandedMicrosite  •   Joint  Networking  

Choose  the  right  tac%cs  

Content  Offer  

Example  text  Fill  in  your  own  text.  

 

Key  Ac%vity  

Social  Promo%on  

Blog  Post  Tweet  

PR  

Addt’l  Ac%vity  Blog  

Post  

Tweet  

Blog  Post  

Tweet  Social  Promo%on  

Blog  Post  

Tweet  Addt’l  Ac%vity  

Social  Promo%on  

Blog  Post  

Tweet  

Or…  Webinar  (10  Ways  to    

Improve  Cash  Flow)  

NewsleKer  ArFcle  

Email  Offer  (Cash  Flow  Audit)  

10  Blog  Posts  

Recorded  Webinar  on  

Site  

Publish  eBook  

Cash  Flow  

•  Start  with  your  exper%se  and  the  problems  you  solve  for  your    

•  Create  ac%vi%es  to  promote  content  

•  Layer  in  partner  content  •  Lay  out  in  a  calendar  •  Budget  the  costs  •  Iterate  

Key  Content  and  Calendars  

Pre-­‐requisites  •  Understanding  your  ideal  customer  

•  Offers  •  A  database  &  process  •  Thinking  ahead  

This  is  NOT  a  calendar  

Basic  Calendar  

Advanced  Calendar  

Sage  Partner  MarkeFng  PlaTorm  by  ZiV  •  Product  panels  •  Ad  retarge%ng  •  Quarterly  Prospect  NewsleQer  

program  •  Upcoming  launch  campaigns:  

•  Sage  Inventory  Advisor  •  Mobile  Sales  &  Mobile  Services  

(Oct.)  •  Sage  100  ERP  2014  •  Sage  Billing  and  Payments  •  Sage  ERP  X3    

NCA/IB  Campaigns:  

Don’t  do  it  all  yourself  

•  Thought  Leadership  Webcast  Series  •  Thought  Leadership  Email  Series  •  Sage  ERP  X3  webcast  demo  series    •  Endorsed  solu%ons  campaigns  (such  as  

Sales  Tax,  Shipping)  •  Sage  300  ERP  lead  genera%on  •  Sage  HRMS  12-­‐month  nurture  campaigns  

(1  email  per  month)  •  Sage  Pro  and  Sage  PFW  migra%on  

campaigns  •  Sage  CRM  campaigns  •  Sage  300  Construc%on  and  Real  Estate  

Subcontractor  Compliance  •  Sage  100  Contractor  QuickBooks  Trade-­‐In  

2013  –  2014  Sage  Customer  Roadshows  

• Canada:  •  Toronto  •  Vancouver  •  Calgary  •  Montreal  

US:  •  New  York    •  Portland  •  Chicago  •  Indianapolis  •  Denver  •  Miami  •  St.  Louis  •  Atlanta  •  Phoenix  •  Honolulu  •  Irvine  

Caribbean  •  Barbados  •  Jamaica    

Dates  TBA  

• mysagesell.com  •  na.sage.com  (product  sites  for  WPs  and  collateral)  •  sage-­‐erp-­‐videos.com  

GTM  Process  |  Product  Marke%ng  

48  

Sage  Resources  for  content:  

Finished  Calendar  Example  

How  do  I  manage  it?  

•  Block  your  hours  •  Schedule  your  goals  •  Plan  each  week  •  Set  Deadlines  •  Use  a  work-­‐back  Schedule  •  (shameless  plug)  Hire  a  coach  to  keep  you  on  task  

Leading  Results  •  Marke%ng  services  agency  –  coaching,  consul%ng  and  doing    

u  1:1  Coaching  &  Consul%ng,  Group  Coaching  u  Frac%onal  VP  of  Marke%ng  u  Public  Rela%ons  &  Social  Media  Consul%ng  u  Referral  Marke%ng  Coaching  and  Strategy  u  Leading  Results  Sales  and  Marke%ng  Academy  u  Hubspot  Cer%fied  Partner  

•  Authorized  Duct  Tape  Marke%ng  Consultants  •  Offices  in  Los  Angeles,  Boston,  Philadelphia  and  CharloQe  •  Clients  through  14  %me  zones  •  Our  clients  put  POWER  in  their  WOW  

         (process,  organiza%on,  why,  exper%se,  referability)  

Summary  

Build  %me  in  your  schedule  Develop  content  offers  Promote  content  offers  by  audience  &  goal    Repurpose  (resize)  Content  Use  a  marke%ng  calendar  to  see  the  forest  for  the  trees  

Program/Book  Resources  

•  Get  Things  Done  –  David  Allen  •  Duct  Tape  Marke%ng  –  John  Jantach  •  Referral  Engine  –  John  Jantsch  •  Let’s  Get  Real  or  Let’s  Not  Play  –  Mahan  Khalsa  

Offer  Copy  of  the  blank  calendar  &  tacFcs  

evaluaFon  

We  help  small  businesses  stop  was%ng  money  on  marke%ng    

Contact  Us  Web:  www.leadingresults.com  Email:  dkraus@LeadingResults.com    Phone:  704-­‐875-­‐1188  TwiQer:  @LeadingResults  FaceBook:  facebook.com/DFKraus  LinkedIN:  linkedin.com/in/LeadingResults