how to build a turn-key marketing system in 7 steps
TRANSCRIPT
![Page 1: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/1.jpg)
@ducttape #dtmsystem
7 Steps to Marketing SuccessHow to create a marketing system
John JantschDuct Tape Marketing@ducttape
![Page 2: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/2.jpg)
@ducttape #dtmsystem
I am joining today from:• Eurasia
• Africa
• North America
• South America
• Australia(Sorry Antarctica only 5 boxes)
![Page 3: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/3.jpg)
@ducttape #dtmsystem
SaveYourSelfTimeEnergy and
Money
![Page 4: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/4.jpg)
@ducttape #dtmsystem
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. Lead conversion is the X factor
7. Live by the calendar
![Page 5: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/5.jpg)
@ducttape #dtmsystem
StrategyIdeal Client Vision Core Message
HourglassKnow Like Trust Try Buy Repeat Refer
PlanningPriorities Org Development Marketing Calendar KPI Dashboard Budget Process
Project Implementation
Marketing materials
Referral program
New customer orientation
Partner platform
PR campaignSocial media
routine
ContentOnline Assets Offline
Lead GenerationAdv SEO PR Email Referrals Social
Lead ConversionProspect Present Nurture Transact Refer
The Duct Tape Marketing System
© Duct Tape Marketing – All rights reserved – ducttapemarketing.com
Fo
un
dat
ion
![Page 6: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/6.jpg)
@ducttape #dtmsystem
1) StrategyBefore
Tactics
![Page 7: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/7.jpg)
@ducttape #dtmsystem
Strategy before tactics• Identify your ideal client
• Define a core difference
• Focus on a few priorities
• Make the competition irrelevant
![Page 8: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/8.jpg)
@ducttape #dtmsystem
Pro
fit
Referrals
![Page 9: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/9.jpg)
@ducttape #dtmsystem
Sketch them• How would I spotyour ideal customer?
• Create personas
![Page 10: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/10.jpg)
@ducttape #dtmsystem
Customer driven strategy• Why did you buy?
• Why do you stay?
• What’s one thing you loved?
• What frustrates you?
• What would you Google?
• Who else do you refer?
![Page 11: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/11.jpg)
@ducttape #dtmsystem
• Change the context of how the world views you, your product, your industry
The Contractor’s Architect (an architect helping clients get paid faster)
• Make the competition irrelevant
Access to Completion (a school scheduling software that helps Universities graduate more students)
Your primary objective
![Page 12: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/12.jpg)
@ducttape #dtmsystem
You talking logo• What do you do for a living?
• How you do it in a unique way
![Page 13: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/13.jpg)
@ducttape #dtmsystem
Marketing success is mostly about choosing
the right customers!
![Page 14: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/14.jpg)
@ducttape #dtmsystem
2) Build your Marketing
Hourglass
![Page 15: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/15.jpg)
@ducttape #dtmsystem
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
![Page 16: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/16.jpg)
@ducttape #dtmsystem
![Page 17: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/17.jpg)
@ducttape #dtmsystem
![Page 18: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/18.jpg)
@ducttape #dtmsystem
53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand.
Source: CEB
![Page 19: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/19.jpg)
@ducttape #dtmsystem
The funnelis broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
![Page 20: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/20.jpg)
@ducttape #dtmsystem
![Page 21: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/21.jpg)
@ducttape #dtmsystem
![Page 22: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/22.jpg)
@ducttape #dtmsystem
Revenue Department! Outcome Department
The Marketing and Sales Hourglass
![Page 23: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/23.jpg)
@ducttape #dtmsystem
Definition of Marketing
Know Like Trust
![Page 24: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/24.jpg)
@ducttape #dtmsystem
Definition of Sales
Try Buy Repeat Refer
![Page 25: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/25.jpg)
@ducttape #dtmsystem
Map all customer touchpoints
• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
![Page 26: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/26.jpg)
@ducttape #dtmsystem
The Marketing HourglassTM
© Duct Tape Marketing – all rights reserved
• Message, ads, referrals, networking, earned mediaKnow
• Website, blog content, social media, podcast, articles, toolsLike
• SEO, webinars, marketing materials, white papers, self-serveTrust
• Workshops, evaluations, demo, DIY training, starter, freemiumTry
• Service team, new customer kitBuy• Post project review, cross selling,
customer eventsRepeat• Champion events, partner intros,
peer2peer roundtablesRefer
![Page 27: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/27.jpg)
@ducttape #dtmsystem
Reverse engineer touchpoints
• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
![Page 28: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/28.jpg)
@ducttape #dtmsystem
If you hold a customer’s hand for 90 days they’ll
be loyal for life!
![Page 29: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/29.jpg)
@ducttape #dtmsystem
3) Publish Educational
Content
![Page 30: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/30.jpg)
@ducttape #dtmsystem
The publishing model
• Body of work• Major themes (keywords)• Editorial calendar• Mixed platform
![Page 31: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/31.jpg)
@ducttape #dtmsystem
Total Content SystemTM
1. Create a list of monthly Landmark Content Themes
2. Develop your Content Delivery Platform
3. Create and use an editorial calendar
![Page 32: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/32.jpg)
@ducttape #dtmsystem
Sample theme list
• Jan – Referral Marketing
• Feb – Coaching and Consulting
• Mar – Sales and Lead dConversion
• Apr – Online Integration
• May – Writing
• Jun – Strategic Partners
• Jul – Customer Experience
• Aug – Content Marketing
• Sep – High Tech, High Touch
• Oct – Growth Strategies
• Nov – Analytics and Conversion
• Dec – Personal Growth
![Page 33: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/33.jpg)
@ducttape #dtmsystem
Finding themes
• Brainstorm
• Keyword toolsGoogle Keyword Planner
• BuzzSumo – findmost shared
![Page 34: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/34.jpg)
@ducttape #dtmsystem
![Page 35: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/35.jpg)
@ducttape #dtmsystem
Content powers the journey
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviews
ContestsOPC
PeersTrials
Personalization
![Page 36: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/36.jpg)
@ducttape #dtmsystem
Content Delivery Platform
• Blog/Podcast
• Video/Slideshare
• Newsletter/eBooks
• Guest posts
• Webinars
• Infographics
• Offline
![Page 37: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/37.jpg)
@ducttape #dtmsystem
An educated customer is always a better customer
![Page 38: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/38.jpg)
@ducttape #dtmsystem
Prize giveaway!• Books by
John JantschDuct Tape SellingSeth GodinIt’s Your Turn
![Page 39: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/39.jpg)
@ducttape #dtmsystem
Want to join our community!• Entire course – 11 modules
• Monthly live webinar
• Monthly live Q and A session
• Forum of peers and mentors
• Monthly MVP member
![Page 40: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/40.jpg)
@ducttape #dtmsystem
4) TotalOnline
Presence
![Page 41: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/41.jpg)
@ducttape #dtmsystem
Total Online Presence• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion
![Page 42: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/42.jpg)
@ducttape #dtmsystem
![Page 43: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/43.jpg)
@ducttape #dtmsystem
Online foundation• Lead capture forms
• Landing pages A/B
• Blog/Podcast
• Newsletter/eBooks
• Webinars
• Sharing/social
• Measurement
![Page 44: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/44.jpg)
@ducttape #dtmsystem
The most useful social network for my business is:
• Other
• I hate social media
![Page 45: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/45.jpg)
@ducttape #dtmsystem
Collect Curate Create Share Engage
Social media system
HootsuiteFeedly
TalkwalkerDiigo
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
![Page 46: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/46.jpg)
@ducttape #dtmsystem
Collect
• Customers – Twitter Lists
• Journalists – BuzzSumo Alerts
• Influencers - Alltop
• Competitors – RivalIQ
• Industry – Quora Feeds
• Blogs – Feedly
![Page 47: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/47.jpg)
@ducttape #dtmsystem
Consult with one customer
a quarter
![Page 48: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/48.jpg)
@ducttape #dtmsystem
5) Lead Generation
Trio
![Page 49: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/49.jpg)
@ducttape #dtmsystem
Lead generation
• Advertising
• Public relations
• Referral systems
![Page 50: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/50.jpg)
@ducttape #dtmsystem
Advertising• Control
• Narrowly targeted
• Direct response
• Accountable
• Content awareness
• Test and track
![Page 51: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/51.jpg)
@ducttape #dtmsystem
Public Relations in 7 steps• Build your list
• Match your message
• Pitch relevant stories
• Guest and contribute
• Conduct influencer outreach
• Build speaking opportunities
• Consistently release
![Page 52: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/52.jpg)
@ducttape #dtmsystem
Referrals
• Champions• Education• Offers• Tools• Community
![Page 53: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/53.jpg)
@ducttape #dtmsystem
Surprise!
• Exceed expectations• Free something?• Partner gift certificate• Flowers
![Page 54: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/54.jpg)
@ducttape #dtmsystem
• Marketing partners• Joint ventures• Coopetition• Vendor/supplier
Strategic relationships
![Page 55: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/55.jpg)
@ducttape #dtmsystem
Partner program• Recruit and introduce• Conduct video interview• Create content opp• Acquire special offers• Make referrals• Rate and review• Create events
![Page 56: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/56.jpg)
@ducttape #dtmsystem
Lead generation is a process
not an event
![Page 57: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/57.jpg)
@ducttape #dtmsystem
6) LeadConversionis the X factor
![Page 58: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/58.jpg)
@ducttape #dtmsystem
Lead Conversion• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience
![Page 59: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/59.jpg)
@ducttape #dtmsystem
Prize giveaway!• Books by
John JantschDuct Tape SellingSeth GodinIt’s Your Turn
![Page 60: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/60.jpg)
@ducttape #dtmsystem
7) Live by the Calendar
![Page 61: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/61.jpg)
@ducttape #dtmsystem
Organization chart• Separate but connected
• You have every function
• Replace yourself
![Page 62: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/62.jpg)
@ducttape #dtmsystem
Marketing calendar• Overall plan
• Editorial plan
• Plan ahead
• Spreadsheet, Tom’s Planner, Smartsheet
![Page 63: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/63.jpg)
@ducttape #dtmsystem
Marketing budget• Growth plan
• Lifetime value
• Acquisition cost
• Investment vs. cost
• Spreadsheet/Smartsheet
![Page 64: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/64.jpg)
@ducttape #dtmsystem
System documentation• Process map by org chart
• Priority list
• Checklist approach
• Process.st
![Page 65: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/65.jpg)
@ducttape #dtmsystem
The real value lies not in the plan,
but in the planning
![Page 66: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/66.jpg)
@ducttape #dtmsystem
Join the Duct Tape Marketing System community!• Entire course – 11 modules
• Monthly live webinar – Apr 6
• Monthly live Q and A session – April 13
• Monthly eBook on topic
• Forum of peers and mentors
• Monthly MVP member
![Page 67: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/67.jpg)
@ducttape #dtmsystem
![Page 68: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/68.jpg)
@ducttape #dtmsystem
![Page 69: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/69.jpg)
@ducttape #dtmsystem
![Page 70: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/70.jpg)
@ducttape #dtmsystem
![Page 71: How to Build a Turn-Key Marketing System in 7 steps](https://reader033.vdocuments.net/reader033/viewer/2022052509/55a50c481a28abc9588b463f/html5/thumbnails/71.jpg)
@ducttape #dtmsystem
Join our community today!• 30-day free trial
• Referral Engine Pro course
• Buy one, give one
• Marketing help for around a $1 dayducttapemarketingsystem.com