1. 7 Steps to Marke-ng Success
Dan Kraus, President, Leading Results

2. Agenda
• Introduc-on
• Small Business Marke-ng Challenge
• The System
• Next Steps

3. Dan Kraus ‐ CV
• 20 year technology veteran
– 9+ years with Great Plains SoNware (‘89‐’98)
– 6+ years with SAP (Business One) (‘03‐’09)
– 2 years as ISV/Partner
• Held VP and Director -tles for Marke-ng, Sales,
Product Marke-ng and Business Development
• Other Tech Related include Allaire, Macromedia, ADP,
Infinium SoNware

4. Leading Results Overview
• Marke-ng services firm – coaching and consul-ng
» 1:1 Coaching, Group Coaching
» Frac-onal VP of Marke-ng
» Social Media Coaching and Learning
» Referral Marke-ng Coaching and Classes
• Authorized Duct Tape Marke-ng coaches
• Offices in Boston and Philadelphia
• Clients throughout North America
• We help our clients stop was-ng money on marke-ng that
does not create results

5. Why is small business marke-ng so hard?

6. What is Marke-ng?
Is this it?
Marketing, in economics, that part of the process of
production and exchange that is concerned with the flow
of goods and services from producer to consumer. In
popular usage it is defined as the distribution and sale of
goods, distribution being understood in a broader sense
than the technical economic one.
Copyright © 2003, Columbia University Press

7. What is Marke-ng?
Or this?

8. Small Business Owner
Customer
Service
Products Supplies
Vendors
Equipment
Cash Flow
Employees
Taxes Invoices
Bills
Benefits
ess
Busin er
Own
Marketing

9. Defini-on of Marke-ng
Know Like Trust

10. Defini-on of Marke-ng
Know Like Trust
TRY Buy Repeat Refer

11. Marke-ng Has Changed
Outbound Inbound
(Prospecting, Hunting, (Attracting, Educating,
“Interrupting”) “Getting Found”)
Print Ads Blogs, E-books, White papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Optimization
E-mail Blasts RSS, Feeds

12. A Marke-ng System for Small Businesses
Prospects Can Find
You
Happy customers
Valuable content
and partners refer
drives interac-on
new prospects
Exis-ng customer
Engagement with
marke-ng drive
prospects
repeat purchases
Some Nurture Some Prospects
Prospects Buy Buy
Nurture Programs
for those who
don’t

13. Amplified by the web
Prospects Can Find
You
Blog
Happy customers
Valuable content
and partners refer
drives interac-on
new prospects
Facebook
LinkedIN
Fan Page
Exis-ng customer
marke-ng drive
Web Engagement with
repeat purchases
PR
Site prospects
2‐Step
Ads
Some Nurture Some Prospects
Prospects Buy
Outbound Twifer Buy
Nurture Programs
for those who
don’t

14. Make Marke-ng a System
1. Founda-on
2. Content that educates
3. Lead genera-on
4. Lead conversion
5. Customer Delight
6. Harness the Internet
7. Live by the calendar

15. 1. Build the Founda-on ‐ Strategy before tac-c
• The marke-ng map
• Ideal customer
• Remarkable difference

16. The Marke-ng Map
• Goals and gaps
» Personal, Plan, Strategic, Tac-cal
• Higher purpose mantra
• Visual – ideal customer experience
• Marke-ng dept – yes, an org chart (real or
virtual)

17. Ideal Customer
What is ideal? Within This Context, then
• Profitable Define
• Values you • Demographics
• Refers • Psychographics
• Geographics
• Behavior

18. Your Remarkable Difference
It is NOT:
• The quality of the service/product/staff
• Price
• Your longevity in business

19. Ac-on Steps
• Interview 8‐10 ideal customers
• Why did you choose us?
• What do we do that others don’t?
• What that we do is of the most value?
• Why do you refer us?
……What themes emerge?

20. 2. You Need Content That Educates
• A marke-ng overview
• Online educa-on
• Presenta-ons
• Content strategy

21. 3. Lead Genera-on
Now you can start…
• Nurture Marke-ng
• Current Customer Marke-ng
• Referral Marke-ng
• Net New Prospect Programs
• PR & Community Outreach

22. Defini-ons for Lead Genera-on
• Nurture Marke-ng
» Regular outreach to prospects you have had a “conversa-on”
with
• Current Customer
» Outreach to customers who have spent money with you before
• Referral Marke-ng
» Gepng a name and introduc-on (implied or real) from another
that has a trusted rela-onship with both par-es
• Net New Prospects
» Outreach to a prospect you have never had a “conversa-on”
with
• PR & Community
» Press or speaking ac-vi-es that get your name in the public
domain

23. More Info ‐ Referrals
• Be more referable
• Industry Partners
• Customers
» See step 5 – customer delight is a marke-ng
investment
• Be predictable and systema-c
• Share the burden
• Follow‐up

24. More Info ‐ Net New Lead Genera-on
• Fills the gaps in your plan
• Narrowly targeted
• 2‐step – direct response
• Measurable
• Two Goals:
» Uncover ac-ve opportuni-es that value your
remarkable difference
» Generate contact and permission for nurture
marke-ng

25. Know –Like‐Trust
Know
Like
Trust
Try
Buy
Repeat
Refer

26. Know –Like‐Trust
Know Net New
Like
Nurture
Trust
Try PR & Community
Buy
Repeat Current Customer
Refer Referral

27. 3) Lead Generate & 4) Lead Convert
Know
Like Lead Generate
Trust
Try
Lead Convert
Buy
Repeat Customer Delight
& Leads
Refer

28. Lead Convert ‐ Trial
Know Net New
Like
Nurture
Trust
Try Try PR & Community
Buy
Repeat Current Customer
Refer Referral

29. 4) Lead Conversion
• Trial Happens – create the environment
• Predicable process
• Deeper levels of conversa-on
• Clearly defined handoff point
• Presenta-on & Demo should showcase your
value and differences
• Transac-on – Same experience

30. 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 “customers only” offering?
• What are your strategic partner pairings?

31. 5. Customer Delight
Why does it mafer?
• Quotes & Tes-monials
• Referrals
• Addi-onal Product Sales
• Addi-onal Services
(fuel for all other marke-ng engines)

32. 5. Customer Delight
• Leverage moments of truth
• Survey ‐ Post Go Live & Ongoing
• Customer Communica-ons
• User Groups
• Execu-ve Level Contact
• Create Networking Opportuni-es
• Support is always an moment of truth
• Customer to Customer ecosystem

33. 6. Harness the Internet and Amplify
• Implement a Small Business Social Media
System (social marke-ng)
• 175 MILLION people log into Facebook Daily
• 20 Million Twifer Users (80/20)
• 55 million LinkedIN members
“. . . the use of technology to co‐create
know, like and trust.”

34. Social Marke-ng Approach
1. Have a strategy that fits with your overall
marke-ng strategy
2. Listen and Learn
3. Lay out your bait
4. Trap and tag
5. Track and close

36. Create a listening post
Customer experience
Brand men-ons
Compe--on
Accuracy
Media stalking
Content

37. Op-mize YOUR brand assets
• Images, audio, video
• Social profiles
• Local search
• Social search
• Online PR

38. Your content helps drive lead genera-on
Blog Basics / Best Prac-ces
• Value added content
• Find your voice
• Short and readable
• Integrate and amplify
• Merge content with engagement

39. Twifer Best Prac-ces
• Think objec-ves
• Follow (twellow.com)
• Tweet mixed, but give and RT ‐ repurpose
• Use search and aggregate
• Use 3rd party tool
• Don’t hang out all day

40. Facebook Best Prac-ces
• Build a fan page
• Promote with special modules and content
• Repurpose content
• Consistency
• Use Facebook Adver-sing

41. LinkedIN best Prac-ces
• Profile – links, keywords, descrip-ve
• Status updates
• Repurpose content – Slideshare, YouTube
• Search for leads ‐ Profile
• Recommend
• Ques-ons and Answers

42. 7. Live by the Calendar
• Monthly themes
• Weekly ac-ons & Deadlines
• Daily appointments

43. Summary
• Generate KNOW‐LIKE‐TRUST to Drive TRY
• Then get BUY‐REPEAT‐REFER
• 5 Forms of Program
» Net New, Nurture, PR, Current Customer, Referral
• Social Media is an Amplifier
• Make It a system and manage it

44. Result
Ultimately, an effective
marketing system eliminates
the need to compete on price.
Next Steps
a) Do it yourself – Read Duct Tape Marketing and implement the system
• The Ultimate Marketing System can help ($400)
b) Get some help:
• Commit to a 45 minute business evaluation with me
• Give me your card with a note to call you on the back (If you work
with me, I’ll give you the UMS for Free)

45. We help small businesses stop wasting money on marketing
THANK YOU
Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: 888-717-1715
Twitter: @LeadingResults
FaceBook: facebook.com/leadingresults
LinkedIN: linkedin.com/in/leadingresults