How to Build a Turn-Key Marketing System in 7 steps

@ducttape #dtmsystem
7 Steps to Marketing Success
How to create a marketing system
John Jantsch
Duct Tape Marketing
@ducttape

I am joining today from:
• Eurasia
• Africa
• North America
• South America
• Australia
(Sorry Antarctica only 5 boxes)

Save
Your
Self
Time
Energy and
Money

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

Strategy
Ideal Client Vision Core Message
Hourglass
Know Like Trust Try Buy Repeat Refer
Planning
Priorities OrgDevelopment MarketingCalendar KPI Dashboard Budget Process
Project Implementation
Marketing
materials
Referral
program
Newcustomer
orientation
Partner
platform
PRcampaign
Social media
routine
Content
Online Assets Offline
Lead Generation
Adv SEO PR Email Referrals Social
Lead Conversion
Prospect Present Nurture Transact Refer
The Duct Tape MarketingSystem
© Duct Tape Marketing –All rights reserved –ducttapemarketing.com
Foundation

1) Strategy
Before
Tactics

Strategy before tactics
• Identify your ideal client
• Define a core difference
• Focus on a few priorities
• Make the competition irrelevant

Profit
Referrals

Sketch them
• How would I spot
your ideal customer?
• Create personas

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?

• 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

You talking logo
• What do you do for a living?
• How you do it in a unique way

Marketing success is mostly
about choosing
the right customers!

2) Build your
Marketing
Hourglass

57% of a typical purchase decision is
made before a customer even talks to
a supplier.
Source: CEB

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

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

Revenue Department! Outcome Department
The Marketing and Sales Hourglass

Definition of Marketing
Know Like Trust

Definition of Sales
Try Buy Repeat Refer

Map all customer touchpoints
• Marketing
• Sales
• Enrollment
• Service
• Education
• Follow-up
• Finance

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

Reverse engineer touchpoints
• 90 days
• 45 days
• At purchase
• Trial
• Nurture
• Trust
• Awareness

If you hold a customer’s
hand for 90 days they’ll
be loyal for life!

3) Publish
Educational
Content

The publishing model
• Body of work
• Major themes (keywords)
• Editorial calendar
• Mixed platform

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

Sample theme list
• Jan – Referral Marketing
• Feb – Coaching and Consulting
• Mar – Sales and Lead d
Conversion
• 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

Finding themes
• Brainstorm
• Keyword tools
Google Keyword
Planner
• BuzzSumo – find
most shared

Content powers the journey
Awareness Trust Education Engagement Conversion
Blog posts
Events
Advertising
How to
Reviews
Testimonials
Articles
eBooks
Demos
Workshops
FAQs
Case studies
Interviews
Contests
OPC
Peers
Trials
Personalization

Content Delivery Platform
• Blog/Podcast
• Video/Slideshare
• Newsletter/eBooks
• Guest posts
• Webinars
• Infographics
• Offline

An educated
customer is always
a better customer

Prize giveaway!
• Books by
John Jantsch
Duct Tape Selling
Seth Godin
It’s Your Turn

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

4) Total
Online
Presence

Total Online Presence
• Content platform
• Organic SEO
• Email marketing
• Social media marketing
• Online advertising
• Mobile and location
• Analytics and conversion

Online foundation
• Lead capture forms
• Landing pages A/B
• Blog/Podcast
• Newsletter/eBooks
• Webinars
• Sharing/social
• Measurement

The most useful social network
for my business is:
• LinkedIn
• Facebook
• Twitter
• Other
• I hate social media

Collect Curate Create Share Engage
Social media system
Hootsuite
Feedly
Talkwalker
Diigo
Pulse
Feedly
Scoop.it
Newsle
Word Swag
Canva
List.ly
Visual.ly
Hootsuite
Feedly
Buffer
Nimble
Groups
Contactually

Collect
• Customers – Twitter Lists
• Journalists – BuzzSumo Alerts
• Influencers - Alltop
• Competitors – RivalIQ
• Industry – Quora Feeds
• Blogs – Feedly

Consult with
one customer
a quarter

5) Lead
Generation
Trio

Lead generation
• Advertising
• Public relations
• Referral systems

Advertising
• Control
• Narrowly targeted
• Direct response
• Accountable
• Content awareness
• Test and track

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

Referrals
• Champions
• Education
• Offers
• Tools
• Community

Surprise!
• Exceed expectations
• Free something?
• Partner gift certificate
• Flowers

• Marketing partners
• Joint ventures
• Coopetition
• Vendor/supplier
Strategic relationships

Partner program
• Recruit and introduce
• Conduct video interview
• Create content opp
• Acquire special offers
• Make referrals
• Rate and review
• Create events

Lead generation
is a process
not an event

6) Lead
Conversion
is the X factor

Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience

7) Live by
the Calendar

Organization chart
• Separate but connected
• You have every function
• Replace yourself

Marketing calendar
• Overall plan
• Editorial plan
• Plan ahead
• Spreadsheet,
Tom’s Planner,
Smartsheet

Marketing budget
• Growth plan
• Lifetime value
• Acquisition cost
• Investment vs. cost
• Spreadsheet/Smartsheet

System documentation
• Process map by org chart
• Priority list
• Checklist approach
• Process.st

The real value lies
not in the plan,
but in the planning

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

Join our community today!
• 30-day free trial
• Referral Engine Pro
course
• Buy one, give one
• Marketing help for
around a $1 day
ducttapemarketingsystem.com

How to Build a Turn-Key Marketing System in 7 steps

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