Presentation Notes & Key Learnings from John Jantsch Author of Duct Tape Marketing

Background

  • been in marketing for 25 years
  • Rebranded his business to become Duct Tape Marketing.   Started a blog which is currently ranked #27 on The Adage Power 150 Best Marketing Blogs and designed a marketing “system” that small business owners that could be trained to install in their place of work.
  • John realized that he liked working with small businesses.  He also realized that many small business owners faced the same challenges  as each other, namely limited budgets and resources.   Many of these owners not only wear the Marketing Hat, but also the hats of the Customer Service Department, Accounting, HR, Sales and IT. 
  • 10 years since the rebrand John has certified Duct Tape Coaches across 6 countries helping local businesses install his marketing system.
  • Talk to Cindee Stephen if you’re interested 
John’s Fundamentals
  • Marketing Definition – getting someone who has a need to … know, like & Trust you
  • Tools & technology change but the fundamentals always stay the same
  • Digital Interactivity should be at the centre of your brand
Duct Tape’s 7 Step Marketing System
  1. Strategy before Tactics
    • Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu
    • 2 important parts
      • Narrow your Focus.  You cant serve all clients.  Be careful of detractors that take more time than their worth to your business.  Identify the makeup of your Ideal Clients.  What’s their behaviour, Demographic, Psychographics, Geography and Biological make up.  Your ideal customer values you.  They’re profitable and they refer you.
      • Differentiate and Dominate.  Visit the website of your top competitors.  Cut and paste the first paragraph of their sites along side yours on a document.  Eliminate any reference of each individual business and compare what each has to say.  Do any stand out?  Most probably say the same kind of things.   So where do you go to find out what makes you different?  Your best clients.  Meet with the top 10 of your clients and ask them things like…What did you do to find a company like ours?  What made you choose us?  What do we do well?  What do we do better than others?  What can we do better? Would you refer us?  Your positioning statement and core message will come from these answers.
  2. Marketing Hour Glass
    • the marketing funnel is broken
    • companies could do better if they spent less time filling the funnel and finding ways to convert more of their existing leads then ways to create remarkable customer experiences
  3. Publish Educational Content
    • the consumer expectation is that they will find everything on Google (youtube is the second largest search engine).  Your content must do 2 separate things.   The first is to build trust between you and your ideal customers.  Interact with these people on social media platforms, generate reviews and testimonials to help build that brand trust.  Secondly, You need to provide educational content about your industry.
  4. Create a Total Web Presence
    • of online users (nearly 90% usage of population in Calgary)
      • 73% read a blog
      • 57% join social networks
      • 45% start a blog
      • 83% use online video
      • 39% subscribe to RSS feeds
      • 36% think more positively about companies that have blogs
    • Build what Earnest Barbaric would call your digital assets
    • The pillars of building a web presence are
      • Listen first
      • optimize your web content
      • Claim Digital Real Estate
      • Optimize your brand assets
      • build reviews and ratings
      • social media participation
  5. Inbound Lead Generation
    • Advertising, Public Relations and Referral.   Advertising should focus on a narrow target and in all forms point your clients back to your website.   Public relations should not be about pitching.  With the Internet we are all media publishers now and you can use online press releases and leave comments on related topics.   Lastly, by converting to the hourglass marketing model you become more referable.  
  6. Selling IS a System
    • self evaluate your lead conversion system.  This is likely the first spot that you’ll be able to make improvements.  
    • develop a customer orientation kit
  7. Live by the Calendar
    • Use your calendar to help you make time for marketing.  It’s often the easiest hat to keep on the rack.  Schedule marketing appointments with your self.  It could be daily, or weekly.  Set monthly themes with actionable items for each step.  By focusing on an end goal, you’ll find that your marketing program takes some direction rather than focusing on the squeaky wheel.

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  1. […] Huge fan of Duct Tape Marketing Backgroundbeen in marketing for 25 yearsRebranded his business to become Duct Tape Marketing.   Started a blog which is currently ranked #27 on The Adage Power 150 Best Marketing Blogs and designed a marketing "system" that small business owners that could be trained to install in their place of work.John realized that he liked working with small businesses.  He also realized that many small business owners faced the same chal … Read More […]

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