Marketing is a System
on November 18th, 2010
Marketing is often difficult for small businesses because it can feel like a broad, ambiguous field. They know they should “do” marketing, but it’s so easy to think of marketing as sales. John Jantsch, the founder and writer of Duct Tape Marketing, culled down the basics of marketing into a 7 step process that we feel gives the absolute best representation of marketing.Marketing is a system that must be developed and improved continuously, just like a distribution or purchasing system. Below is John’s summary of the steps. We urge you to reach the full article at the AMEX Open forum as well.
- Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference
- Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience
- Adopt the publishing model. – Commit to producing content that builds trust and educates
- Create a total web presence. – Develop a plan that takes advantage of the SEO and social media aspects of being found
- Orchestrate the lead generation trio. – Use technology to create multiple ways to generate leads via advertising, public relations, and referrals
- Drive a lead conversion system. – Develop a sales system that everyone in the organization can use from initial contact to results review
- Live by the marketing calendar. – Make marketing a habit by establishing monthly, weekly and daily action steps
Read the full story: 7 Steps to Creating a Sure-Fire Marketing System