seven steps bbb presentation 5 17-11 rick l'amie

© Duct Tape Marketing – Used by Permission.

Rick L’Amie

Moxie Marketing

Twitter: @moxiemarketing

National Small Business Week 2011


The Moxie Story

A bottle & a book


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 without

tactics is the

slowest route to

victory. Tactics

without strategy

is the noise

before defeat” ~ Sun Tzu, The Art of War


1) Strategy before tactics


1a) Narrow your focus


What is ideal?• Values you

• Profitable

• Refers


Ideal customer• Demographics

• Psychographics

• Geographics

• Behavior


1b) Differentiate and dominate


Ask every customer

• What would you Google?

• What made you decide to hire us?

• What’s one thing we do better?

• What could we do better?

• Would you refer us?


What people really buy?

• Your unique product

• Your unique service

• Your unique process

• Your unique experience

• Your unique people

• Your unique guarantee

• Your unique packaging

• Your unique delivery

• Your unique solution


Differentiate - Architect• What you do for a living

“We help contractors get paid faster”

• Complimentary statement

“Zoning adjustment compliance system”

• Positioning goal/statement

#1 Design/Build Architect

• Core marketing message

“The Contractors Architect”


1c) Package your Business


Image is everything

• Conduct a communications audit

• How do your name, logo, branding, colors

communicate what you do?

• How do you “package” your business?

“Brand” vs. “Brand Identity”

• What do you name your products or service?

• Quality counts – hire a pro


3) The Marketing Hourglass

Know

Like

Trust

Try

Buy

Repeat

Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved


The

Buying Pattern


Timing

Triggers


Research


Know

• GOOGLE = Online

• ASK = Referral

• KNEW YOU =

Advertising/Promo

• READ/HEARD =

Public Relations


Like

Something they:

READ

SEE

HEAR

FEEL


= Minimize Risk

Proof Trial Products

Guarantees Low Cost


Deliver

CROSS SELL &

UP SELL

+

NURTURE

= RAVING FANS!

• Articles

• Ads

• ReferralsKnow

• Web site

• Reception

• NewsletterLike

• Marketing kit

• Free report

• Product PresentationTrust

• Webinar

• Evaluation

• NurturingTry

• Service team

• New customer kit

• Finance/deliveryBuy

• Post project survey

• Cross selling

• Quarterly eventsRepeat

• Results reviews

• Partner intros

• Peer2peer eventsRefer

The Marketing Hourglass


• Articles

• Ads

• ReferralsKnow

Like

Trust

Try• Service team

• New customer kit

• Finance/deliveryBuy

Repeat• Results reviews

• Partner intros

• Peer2peer eventsRefer

Filling the gaps – product & process questions



Marketing Life Cycle


The product/service mix strategy

• What is your free or trial offering?• What is your starter offering?• What is your “make it easy to switch” offering?• What is your core offering?• What are your add-ons to increase value?• What is your “members only” offering?• What are your strategic partner pairings?


3) Publish educational content


Content that builds trust

• Educational

• Social media

• Reviews

• Testimonials


Content that educates

• White papers

• Webinars

• FAQs

• Success stories

• Perfect Intro


4) Create a total web presence


600 Million Active Facebook Users

Source: Tech HeraldPhoto Credit:

Oversocialized

http://www.thetechherald.com/article.php/201022/5692/Facebook-hits-500-million-users-despite-privacy-criticism

http://www.flickr.com/photos/43993720@N02/4341585713/

126 MillionThe number of blogs on the

Internet.

Source: Jess3

http://vimeo.com/9641036


10 Billion+ Tweets Sent on

Twitter Since 2006

Photo Credit: Rosaura Ochoa Source: Mashable

http://www.flickr.com/photos/rosauraochoa/3939487692/sizes/l/



//localhost/p/::mashable.com:2010:03:04:twitter-10-billion-tweets-2:


2 Billion Videos Are Streamed

Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch

http://www.flickr.com/photos/karljonsson/488412425/sizes/o/

http://techcrunch.com/2010/05/16/five-years-in-youtube-is-now-streaming-two-billion-videos-per-day/


Pillars of a web presence

• Listen first

• Optimize your web

content

• Claim real estate

• Optimize brand assets

• Ratings and reviews

• Social media participation


Hub and SpokeSocial media in business


5) Inbound lead generation trio


Inbound lead generation• Advertising

• Public relations

• Referral systems


Advertising• Narrowly targeted

• 2-step – direct response

• Accountable

• Awareness for content


7 Tips to Writing a Direct Response Letter

1. Curiosity-arousing headline

2. Identifying a problem or a need

3. Show that your service is the solution

4. Stress benefits

5. Offer proof you can solve the problem

6. Invite them to take action

7. Give them a way to respond


Public Relations• It’s about relationships

• Pitch, don’t release

• Monthly touch

• Use online press releases


Referrals• Be more referable

• Target

• Educate

• Offers

• Follow-up


6) Selling is a system too


Lead Conversion• Discovery – Next step

• Presentation – Seminar

• Nurturing – Sales cycle

• Monthly touches

• Transaction – Same experience


7) Live by the calendar


Live by the calendar• Monthly themes

• Weekly actions

• Daily appointments


Your questions?What now?


Evaluation &

Seven Steps Report

Online Feedback Form

You’ll receive a follow

up email after the

webinar

PDF of PowerPoint


About Moxie MarketingMarketing with an Attitude for Small Business

• We help small business owners and service professionals realize their

business dreams

• Install small business marketing systems & equip your company with

great creative, tools and tactics.

– Strategy before tactics

• Powered by Duct Tape Marketing, Certified Consultant

• Simple, effective, affordable

– Collaborative Consulting

• Your Businesses Virtual Marketing Dept.

• Group Training


About Moxie Marketing– Creative Services – Jolly Design

• Logos, business identity

• Marketing collateral

• Web Design

– Public Relations – Dave Manzer Creative Relations

– SEO, SEM

– Advertising & Copywriting

– Video & Direct Marketing

– Email Marketing


Services• Core offering: Guided Marketing Program (One-

on-one) – Your Virtual Marketing Manager

• Marketing Training Camp

• Referral Engine Group Training

• Social Media Group Training

• Match experts and contractors to match the

client’s needs and budgets (writers, etc.)

• Services: Constant Contact, SEO, Pixability

Video Marketing


About Duct Tape Marketing

• Used worldwide by

thousands of small

business owners

• A system, not a plan

• Up to date marketing techniques

• Used by a network of more than 50 marketing

professionals worldwide

• Backed by companies such as Sage, Marketing

Plan Pro HP and Constant Contact

“Clever marketing ideas galore and lots of contrarian thinking about what works and what doesn’t”

― Forbes magazine


Guided Marketing PlanWork one-on-one with your own consultant

• Our best, most effective program

• Six-month collaborative consulting with small

business owner and a staff member – online or in

person

• Develop a step-by-step marketing plan for your

business – your virtual marketing manager

• Meet every other week. Action items and

assignments in workbooks and online collaboration

space

• Strategy first; then tactics – work with partners to

create content, branding, collateral, ads, direct mail,

lead generation campaigns, newsletters, email, etc.


Duct Tape Marketing Catalyst

Online Group Training• Online Group Training with Master Duct Tape

Marketing Consultant

• Based on The Seven Steps, workbooks, online

• Groups meet virtually once every other week for ten

sessions over 6 months

• Each 1-hour online meeting includes 30-45 minute

lesson, action step assignment, and group

discussion.

• May 31 Early Bird: $399 per month, 6 months ($499

regular)

• Next session starts June 29, 2011!


Marketing Training CampLocal “live” group starts in September

Introducing Local Search Pro

A Five-Step Process for Dominating Your Local Search

Landscape

1. Make your web pages local friendly

2. Build out your local search profiles

3. Get proactive in the review game

4. Get listed, cited and mentioned

5. Spread the local social love

A online course that will deliver the exact hands-on information

you need in four very practical self-paced sessions delivered

over four weeks.


Social Media Pro

Workshop

• Session One – Creating a Social Media Strategy

• Session Two – Optimizing Brand Assets

• Session Three – Blogging for Business

• Session Four – Social Networking and Networks

• Session Five – Managing the Beast


Referral Engine

Power Groups

• Week 1 - Introduction, goal setting and system action plan for the

program

• Week 2 - Define target referral market and core referral message

• Week 3 - Create referral education and strategic partner plan

• Week 4 - Create referral marketing offers, tools and follow-up system


Your satisfaction is

guaranteed

If you follow the steps as described in our

program and you're not completely satisfied

with the results, tell us what you think it is

worth and we'll refund the difference.


Rick L’Amie

• Web: www.getmoxiemarketing.com

• Blog: www.marketingwithmoxie.com

• Twitter: twitter.com/MoxieMarketing

• LinkedIn: www.linkedin.com/in/ricklamie

• Email: [email protected]

• Phone: 512.814.MOXIE (6694)

http://www.getmoxiemarketing.com/

http://www.marketingwithmoxie.com/

http://twitter.com/MoxieMarketing

http://twitter.com/MoxieMarketing

http://www.linkedin.com/in/ricklamie

mailto:[email protected]