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@JeanHanson#issainterclean 7 Steps to Marketing Success How to create a marketing system Jean Hanson, I.C.E. Certified Duct Tape Marketing Consultant MarketingSystemsByDesign.com.

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Presentation on theme: "@JeanHanson#issainterclean 7 Steps to Marketing Success How to create a marketing system Jean Hanson, I.C.E. Certified Duct Tape Marketing Consultant MarketingSystemsByDesign.com."— Presentation transcript:

1 @JeanHanson#issainterclean 7 Steps to Marketing Success How to create a marketing system Jean Hanson, I.C.E. Certified Duct Tape Marketing Consultant MarketingSystemsByDesign.com Facebook.com/marketingsystemsbydesign Twitter.com/jeanhanson Linkedin.com/in/jeanhanson

2 @JeanHanson#issainterclean Marketing Tip of the Week

3 @JeanHanson#issainterclean 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 a system too 7. Live by the calendar

4 @JeanHanson#issainterclean 1) Strategy Before Tactics

5 @JeanHanson#issainterclean What is Strategy? Core Difference Ideal Client

6 @JeanHanson#issainterclean Who is NOT Ideal?

7 @JeanHanson#issainterclean Who is Ideal? 1. Profitable clients 2. Referrals 3. Demographics 4. Behavior 5. Biographical sketch

8 @JeanHanson#issainterclean What makes you different? * Hint - it’s NOT quality service * Must be of value to clients Core Difference Which is better? * We respond quickly -- vs -- * We have a 10 minute Response Guarantee

9 @JeanHanson#issainterclean Ask your clients … 1. What made you decide to hire us? 2. What's one thing we do better than other companies like ours? 3. What could we do better? ** Get specific examples ** Leverage that in your marketing tactics

10 @JeanHanson#issainterclean 2) Build your Marketing Hourglass

11 @JeanHanson#issainterclean The Marketing Hourglass TM The Marketing Hourglass TM Advertising Networking Referrals Know Website, blog, articles Social connections Newsletter Like SEO eBooks, white papers Case studies Trust Free Demos Evaluation, audit Strong guarantee Try Service team New customer kit Finance/delivery Buy Post project survey Cross selling, upselling Customer events Repeat Partner intros Champion events Incentives Refer

12 @JeanHanson#issainterclean The Marketing Hourglass TM The Marketing Hourglass TM Advertising Networking Referrals KnowLikeTrustTry Service team New customer kit Finance/delivery BuyRepeat Partner intros Champion events Incentives Refer

13 @JeanHanson#issainterclean 3) Publish Educational Content

14 @JeanHanson#issainterclean 57% of a typical purchase decision is made before a customer even talks to a supplier. Source: CEB

15 @JeanHanson#issainterclean Content Powers the Journey Different forms of content has different intent Awareness TrustEducationEngagementConversion Blog posts Advertising FAQ’s Testimonials Reviews How-to Articles eBooks Demos Workshops Newsletters Social Sharing Interviews Case studies Guarantees Community Involvement

16 @JeanHanson#issainterclean 4) Total Online Presence

17 @JeanHanson#issainterclean Total Online Presence 1.Content Platform 2.Organic SEO, Local Search 3.Email marketing 4.Social media marketing 5.Online advertising 6.Mobile friendly 7.Analytics and conversion

18 @JeanHanson#issainterclean Why Social Media? SEO value Follow up & network with prospects Stay top of mind with customers (follow your customers) Provide customer service Keep up on your industry Develop partner network Amplify & share your content

19 @JeanHanson#issainterclean 5) Lead Generation Trio

20 @JeanHanson#issainterclean Lead Generation Trio Advertising Public relations Referral systems

21 @JeanHanson#issainterclean Advertising You control (timing & target) Narrow target (save money) 2-step direct response –Create awareness for content –Start building like & trust Track and measure

22 @JeanHanson#issainterclean Public Relations PR is about relationships Follow the media Add to the conversation Pitch strategically Use online news release tools

23 @JeanHanson#issainterclean Referrals Be more referable Don’t be boring Two Types  Ideal Clients  Strategic Partners Follow-up

24 @JeanHanson#issainterclean 6) Lead Conversion is a System too Image: www.solutionsellingblog.com

25 @JeanHanson#issainterclean Lead Conversion 1.Next step 2.Presentation 3.Nurturing – Sales cycle 4.Systematic Follow-up 5.Transaction – Same experience

26 @JeanHanson#issainterclean 7) Live by The Calendar

27 @JeanHanson#issainterclean Marketing calendar Monthly content themes Monthly marketing themes Weekly actions Daily appointments

28 @JeanHanson#issainterclean Marketing budget & tracking Lifetime value Customer Acquisition cost Marketing ROI Analytics

29 @JeanHanson#issainterclean 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 a system too 7. Live by the calendar

30 @JeanHanson#issainterclean FREE Ebooks! 1.7 Steps to Small Business Marketing Success 2.The Duct Tape Marketing Hourglass Marketing System Video Coaching Step-by-Step Video Training, Templates, Action Steps MarketingSystemsByDesign.com

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