The 7 Steps to Small Business Marketing Success Small Business Workshop
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Transcript of The 7 Steps to Small Business Marketing Success Small Business Workshop
Judy Habel Duct Tape Marketing Authorized Consultant @DuctTapeJudy
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
Strategy in 3 Steps • Identify your ideal client • Define a core difference • Connect the dots
Profi
t
Referrals
Define your ideal client
What is ideal? • Customer vs. transaction • Values difference • Profitable • Already refers
Interview your Ideal Clients • Why made you decide to hire us/buy from us? • What’s one thing we do better? • What could we do even better? • Would you refer us? • What would you Google to find a business like ours? • What other companies do you love to refer?
Strategy in 3 Steps • Identify your ideal client • Define a core difference • Connect the dots
The funnel is broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
• Who and how, ads, articles, referrals, networking Know • Website, reception, blog content, social media, Like • SEO, webinars, marketing kit, white papers Trust • Workshops, evaluations, demo, DIY training,
starter Try • Fulfillment, service team, new customer kit,
delivery, financial arrangements Buy • Post project review, cross selling, customer
events Repeat • Champion events, partner intros, peer2peer Refer
© Duct Tape Marketing – all rights reserved
• Who and how • Ads • Referrals Know • Web site/blog • Reception • Newsletter Like • Search • Expert content • Sales presentation Trust • Webinar • Evaluation • Nurturing Try • Service team • New customer kit • Finance/delivery Buy • Post project survey • Cross selling • Quarterly events Repeat • Results reviews • Partner intros • Peer2peer events Refer
© Duct Tape Marketing – all rights reserved
Trust equals referrals
Publishing Educational Content
• Body of work • Themes (keywords) • Editorial calendar • Story building • Mixed media
Pillars of a total web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings and reviews • Social media participation
SEO cupcake
Social Links Keywords Content
Why social media? • Follow up with prospects • Stay top of mind with customers • Keep up on your industry • Provide customer service • Develop partner network • Amplify sharing
Lead generation • Advertising • Public relations • Referral systems
Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Transaction – Same experience • Review - results
Your marketing calendar • Monthly themes • Weekly projects • Daily appointments • Make it fun
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
Save Your Self Time Energy and Money