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