"SEO is not something you do anymore. Its what happens when you do everything else right."
Chad Pollitt, Forbes Top 100 and International Speaker
Setting your marketing goals as well as finding and focusing on a market that values what you have to offer are essential first marketing steps. We'll start by asking you to analyze and benchmark your current client base with an eye on identifying your Ideal Client.
One of the most important marketing strategies the small business must master is the art of differentiation. Find out what sets you apart from your competition, one that matters to your ideal clients. In this session we will help you fashion, commit to and develop a plan to communicate your marketing strategy, both in words and other identity elements.
The central element of the Duct Tape Marketing System is something we call The Marketing Hourglass. The hourglass shape emphasizes the importance of creating a total customer experience as opposed to simply going out and generating leads. The steps in the Hourglass - know, like, trust, try, buy, repeat and refer will be linked to specific actions or processes in your business designed to move prospects and clients logically down the path of the Hourglass.
Marketing today is more about being found and less about going out and hunting. In today's online, socially enabled world the currency of being found is content. Clients expect to find lots of information when they search and in this session we'll help you create your plan for consistently producing the kind of content that builds trust, educations and gets you found.
It is no longer enough to consider a Web site your sole online marketing tool. In this session we will discuss the various tools and tactics needed to take full advantage of the online buyer and social media participant.
Getting your business found by Internet surfers is one of the most important reasons for creating a web site. Local prospects and customers use the Web to find local businesses – everything from legal services to shoes. Positioning your business to be found by those local buyers can be the difference between surviving and thriving.
Advertising is one of the legs of the "Lead Generation Trio" and while it is potentially one of the more expensive items in the marketing budget it plays a key role in our system. In this session you'll learn how to integrate your advertising spend with your content strategy to get the greatest return on investment.
In this second session on lead generation we will dive into specific plans for the other two legs of the Lead Generation Trio - Public Relations and Referrals. These two powerhouses, when used in conjunction with advertising and content, can drive your lead generation efforts to consistent and predictable results - the kind the make marketing look easy.
Many small business owners dislike the idea of selling. The good news is that when you install and operate the Duct Tape Marketing System, you'll find that your prospects will be sold in some cases before your first meeting. In this session we'll show you the steps involved in turning an educated prospect into a paying customer.
For our final wrap-up session, we’ll cover a lot of ground to make sure you move on with a firm foundation and plan of action to make everything we’ve covered in the Catalyst Program come to life in your business over the next few months. We’ll show you how to create a marketing calendar to map out your plan of attack.