Seven Steps to Marketing Success webinar presentation on 5/17/2011

1. National Small Business Week 2011
Rick L’Amie
Moxie Marketing
Twitter: @moxiemarketing
© Duct Tape Marketing – Used by Permission.

2. The Moxie Story
A bottle & a book
Twitter: @moxiemarketing

3. Definition of Marketing
Know Like Trust
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4. 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
Twitter: @moxiemarketing

5. "Strategy without
tactics is the
slowest route to
victory. Tactics
without strategy
is the noise
before defeat”
~ Sun Tzu, The Art of War
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6. 1) Strategy before tactics
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7. 1a) Narrow your focus
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8. What is ideal?
• Values you
• Profitable
• Refers
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9. Ideal customer
• Demographics
• Psychographics
• Geographics
• Behavior
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10. 1b) Differentiate and dominate
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11. 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?
Twitter: @moxiemarketing

12. 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
Twitter: @moxiemarketing

13. 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”
Twitter: @moxiemarketing

14. 1c) Package your Business
Twitter: @moxiemarketing

15. 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
Twitter: @moxiemarketing

16. 3) The Marketing Hourglass
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17. The Marketing Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer
© Duct Tape Marketing – all rights reserved

18. The
Buying Pattern
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19. Timing
Triggers
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20. Research
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21. Know
• GOOGLE = Online
• ASK = Referral
• KNEW YOU =
Advertising/Promo
• READ/HEARD =
Public Relations
Twitter: @moxiemarketing

22. Like
Something they:
READ
SEE
HEAR
FEEL
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23. = Minimize Risk
Proof Trial Products
Guarantees Low Cost
Twitter: @moxiemarketing

24. Deliver
CROSS SELL &
UP SELL
+
NURTURE
= RAVING FANS!
Twitter: @moxiemarketing

25. The Marketing Hourglass
• Articles
Know • Ads
• Referrals
• Web site
Like • Reception
• Newsletter
• Marketing kit
Trust • Free report
• Product Presentation
• Webinar
Try • Evaluation
• Nurturing
• Service team
Buy • New customer kit
• Finance/delivery
• Post project survey
Repeat • Cross selling
• Quarterly events
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

26. Filling the gaps – product & process questions
• Articles
Know • Ads
• Referrals
Like
Trust
Try
• Service team
Buy • New customer kit
• Finance/delivery
Repeat
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

27. Marketing Life Cycle
Twitter: @moxiemarketing

28. 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?
Twitter: @moxiemarketing

29. 3) Publish educational content
Twitter: @moxiemarketing

30. Content that builds trust
• Educational
• Social media
• Reviews
• Testimonials
Twitter: @moxiemarketing

31. Content that educates
• White papers
• Webinars
• FAQs
• Success stories
• Perfect Intro
Twitter: @moxiemarketing

32. 4) Create a total web presence
Twitter: @moxiemarketing

33. 600 Million Active Facebook Users
Photo Credit: Source: Tech Herald
Twitter: @moxiemarketing
Oversocialized

34. 126 Million
The number of blogs on the
Internet.
Source: Jess3

35. 10 Billion+ Tweets Sent on
Twitter Since 2006
Source: Mashable
Twitter: @moxiemarketing
Photo Credit: Rosaura Ochoa

36. 2 Billion Videos Are Streamed
Each Day On YouTube
Twitter: @moxiemarketing
Photo Credit: jonsson Source: Techcrunch

37. Pillars of a web presence
• Listen first
• Optimize your web
content
• Claim real estate
• Optimize brand assets
• Ratings and reviews
• Social media participation
Twitter: @moxiemarketing

38. Hub and Spoke
Social media in business
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39. 5) Inbound lead generation trio
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40. Inbound lead generation
• Advertising
• Public relations
• Referral systems
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41. Advertising
• Narrowly targeted
• 2-step – direct response
• Accountable
• Awareness for content
Twitter: @moxiemarketing

42. 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
Twitter: @moxiemarketing

43. Public Relations
• It’s about relationships
• Pitch, don’t release
• Monthly touch
• Use online press releases
Twitter: @moxiemarketing

44. Referrals
• Be more referable
• Target
• Educate
• Offers
• Follow-up
Twitter: @moxiemarketing

45. 6) Selling is a system too
Twitter: @moxiemarketing

46. Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience
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47. 7) Live by the calendar
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48. Live by the calendar
• Monthly themes
• Weekly actions
• Daily appointments
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49. Your questions?
What now?
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50. Evaluation &
Seven Steps Report
Online Feedback Form
You’ll receive a follow
up email after the
webinar
PDF of PowerPoint
Twitter: @moxiemarketing

51. About Moxie Marketing
Marketing 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
Twitter: @moxiemarketing

52. 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
Twitter: @moxiemarketing

53. 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
Twitter: @moxiemarketing

54. About Duct Tape Marketing
• Used worldwide by “Clever marketing ideas galore and
lots of contrarian thinking about
thousands of small what works and what doesn’t”
― Forbes magazine
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
Twitter: @moxiemarketing

55. Guided Marketing Plan
Work 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.
Twitter: @moxiemarketing

56. 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!
Twitter: @moxiemarketing

57. Marketing Training Camp
Local “live” group starts in September
Twitter: @moxiemarketing

58. 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.

59. 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
Twitter: @moxiemarketing

60. 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
Twitter: @moxiemarketing

61. 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.
Twitter: @moxiemarketing

62. Rick L’Amie
• Web: www.getmoxiemarketing.com
• Blog: www.marketingwithmoxie.com
• Twitter: twitter.com/MoxieMarketing
• LinkedIn: www.linkedin.com/in/ricklamie
• Email: rick.lamie@getmoxiemarketing.com
• Phone: 512.814.MOXIE (6694)
Twitter: @moxiemarketing