the 7 steps to small business marketing success small business workshop

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Judy Habel Duct Tape Marketing Authorized Consultant @DuctTapeJudy

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6/11/14 Network Now Hands-On Workshop: The 7 Steps to Small Business Marketing Success. Join Network Now® Premium-level member Judy Habel, Partner, Partner, Crywolf Marketing and Duct Tape Marketing Authorized Consultant, for a hands-on workshop that will teach you why marketing is not only a system—it may be the most important system in any business. Judy will help you understand how to approach marketing for your small business, and will teach you the Duct Tape Marketing System definition of marketing. Put simply, marketing is getting someone who has a need to know, like and trust you. We’ll dive deeply into the 7 core steps that make up the simple, effective, and affordable Duct Tape Marketing System. We’ll also demonstrate why the Sales Funnel is broken and introduce the Marketing Hourglass.

TRANSCRIPT

Page 1: The 7 Steps to Small Business Marketing Success Small Business Workshop

Judy Habel Duct Tape Marketing Authorized Consultant @DuctTapeJudy

Page 2: The 7 Steps to Small Business Marketing Success Small Business Workshop

Definition of Marketing

Know Like Trust

Page 3: The 7 Steps to Small Business Marketing Success Small Business Workshop

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

Page 4: The 7 Steps to Small Business Marketing Success Small Business Workshop
Page 5: The 7 Steps to Small Business Marketing Success Small Business Workshop

Strategy in 3 Steps •  Identify your ideal client •  Define a core difference •  Connect the dots

Page 6: The 7 Steps to Small Business Marketing Success Small Business Workshop

Profi

t

Referrals

Page 7: The 7 Steps to Small Business Marketing Success Small Business Workshop

Define your ideal client

Page 8: The 7 Steps to Small Business Marketing Success Small Business Workshop

What is ideal? •  Customer vs. transaction •  Values difference •  Profitable •  Already refers

Page 9: The 7 Steps to Small Business Marketing Success Small Business Workshop

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?

Page 10: The 7 Steps to Small Business Marketing Success Small Business Workshop

Strategy in 3 Steps •  Identify your ideal client •  Define a core difference •  Connect the dots

Page 11: The 7 Steps to Small Business Marketing Success Small Business Workshop
Page 12: The 7 Steps to Small Business Marketing Success Small Business Workshop

The funnel is broken

“When it comes to lead and referral generation, a happy customer is the best tool.”

Page 13: The 7 Steps to Small Business Marketing Success Small Business Workshop

•  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

Page 14: The 7 Steps to Small Business Marketing Success Small Business Workshop

• 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

Page 15: The 7 Steps to Small Business Marketing Success Small Business Workshop

Trust equals referrals

Page 16: The 7 Steps to Small Business Marketing Success Small Business Workshop
Page 17: The 7 Steps to Small Business Marketing Success Small Business Workshop

Publishing Educational Content

•  Body of work • Themes (keywords) •  Editorial calendar •  Story building •  Mixed media

Page 18: The 7 Steps to Small Business Marketing Success Small Business Workshop
Page 19: The 7 Steps to Small Business Marketing Success Small Business Workshop

Pillars of a total web presence •  Listen first •  Optimize your web content •  Claim real estate •  Optimize brand assets •  Ratings and reviews •  Social media participation

Page 20: The 7 Steps to Small Business Marketing Success Small Business Workshop

SEO cupcake

Social Links Keywords Content

Page 21: The 7 Steps to Small Business Marketing Success Small Business Workshop

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

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Lead generation •  Advertising •  Public relations •  Referral systems

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Page 25: The 7 Steps to Small Business Marketing Success Small Business Workshop

Lead Conversion •  Discovery – Next step •  Presentation – Seminar •  Nurturing – Sales cycle •  Transaction – Same experience •  Review - results

Page 26: The 7 Steps to Small Business Marketing Success Small Business Workshop
Page 27: The 7 Steps to Small Business Marketing Success Small Business Workshop

Your marketing calendar •  Monthly themes •  Weekly projects •  Daily appointments •  Make it fun

Page 28: The 7 Steps to Small Business Marketing Success Small Business Workshop

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

Page 29: The 7 Steps to Small Business Marketing Success Small Business Workshop

Save Your Self Time Energy and Money