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Marketing Hourglass as Business Strategy
Marketing Hourglass as Business Strategy John Jantsch Duct Tape Marketing @ducttape Definition of Marketing Know Like Trust Trust equals referrals Marketing is a System 1. 2. 3. 4. 5. 6. 7. Strategy before tactics Fill your marketing hourglass Publish educational content Create a total web presence Use a lead generation trio Make selling a system too Live by the calendar Build your Marketing Hourglass The funnel is more broken “When it comes to lead and referral generation, a happy customer is the best tool.” The Marketing HourglassTM Know Like Trust • Who and how, ads, referrals, networking • Website, blog content, social media, • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved Where are the gaps? Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust Try Buy Repeat Refer •Search •Expert content •Sales presentation •Webinar •Evaluation •Nurturing •Service team •New customer kit •Finance/delivery •Post project survey •Cross selling •Quarterly events •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved The Marketing HourglassTM Know Like Trust • Who and how, ads, referrals, networking • Website, blog content, social media, • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved A framework • • • • • Strategy hourglass Content hourglass Campaign hourglass Hiring hourglass Internal hourglass Strategy Hourglass Hourglass building 1. 2. 3. 4. 5. Map experience Audit content Examine partners Consider revenue Establish baseline Map customer experience points • Marketing • Sales • Delivery • Subs • Education • Follow-up • Finance Content audit • Awareness • Trust • Education • Customer • Conversion Strategic relationships • Marketing partners • Joint ventures • Coopetition • Vendor/supplier Revenue streams • • • • • • More services Less New segments Fewer Maintenance Partnering Key indicators • • • • • • • Total community membership Average total $ per customer % of leads converted % of business by referral % of repeat business Cost to acquire a new customer % of customers likely to refer Content Hourglass Content for awareness • Blog posts • Newsletters • Workshops • Guest content Content that builds trust • How to content • Reviews • Testimonials • Articles Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify Content that converts • In person events • Success videos • Contests • Gift certificates Content for referrals • Invited content • Co-branded content • Sponsored content • Curated content • Incented content Campaign Hourglass Begin with the referral in mind Reverse engineer • 90 days • 45 days • At purchase • Trial • Nurture • Trust • Awareness Hiring Hourglass Internal Hourglass The Hourglass questions 1) How will people learn about our value proposition? 2) What will make them want to know more? 3) What will lead them to give us permission to share our story? 4) How can we offer proof that they can get the result they desire? 5) How can we make the buying experience fun, effective and convenient? 6) What can we do to measure and ensure our customer gets the result they expected and more? 7) What will lead every customer to talk about us to their friends, neighbors and colleagues? The Marketing HourglassTM Know Like Trust • Who and how, ads, referrals, networking • Website, blog content, social media, • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved Duct Tape Marketing • • • • Free eBooks Books Courses Consulting john@ducttapemarketing.com Ducttapemarketing.com Your Hourglass
