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Creating Content For Every Stage Of The Customer Journey

Marketing Podcast with John Jantsch

john-jantschIn this episode of the Duct Tape Marketing Podcast, I’m going to be talking about part two of a three-part solo show series I’m doing on the Marketing Hourglass. In part one, I talked about guiding the perfect customer journey and the marketing hourglass. In part two, I’m going to be talking about planning your content by the customer journey stage. Then in part three, I’m going to wrap up the series with what I’m calling a content planning workshop. Here’s part two.

Key Takeaway:

Content can’t be viewed as a bunch of one-off projects. The creation of it needs to come out of one comprehensive strategy. Because it is such an important piece of the marketing puzzle these days, it needs to be incorporated in every phase of the customer journey.

As discussed in part one of this three-part series, I’ve developed the Marketing Hourglass which consists of seven stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. These phases will get a person from their first encounter with your business and then past your point of purchase where they not only turn into a customer but a loyal fan and advocate for your business. As a person moves through the customer journey, you must hit them with content throughout the process to keep them engaged with your business, and the best way to do this is to match the content you’d like to develop with the various phases of the Marketing Hourglass. In this episode, I share how to create content for every stage of the customer journey.

Discussion points:

  • [2:22] Stages of the customer journey in the marketing hourglass
  • [3:13] Creating your content road map to answer your customer’s questions at the different stages of their journey
  • [4:20] Walking through each stage of the customer journey with this content mapping method using an example, fictitious business I created

Resources mentioned:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

Networking Reimagined With Plain Sight Founder James Chapman

Marketing Podcast with James Chapman

In this episode of the Duct Tape Marketing Podcast, I interview James Chapman. James is the Founder & CEO of Plain Sight, a localized, social networking platform that connects people with the type of people you’re looking for both online and in physical spaces.

Key Takeaway:

The traditional way of networking is often random, awkward, and transactional.  Plain Sight is the future of work connections. It’s a social networking platform that helps people grow their network with relevant connections based on their skills, goals, and interests.

In this episode, James Chapman and I discuss the problems with the traditional methods of networking and how Plain Sight aims to solve the existing drawbacks that other virtual and social media platforms have today.

Questions I Ask James Chapman:

  • [1:03] What moment prompted you to decide the world needs another social networking platform and an app and build it?
  • [3:01] So from a networking standpoint, what do you think has changed and how has the pandemic impacted it?
  • [4:57] What role does Plain Sight play in solving existing problems other virtual networking and social media platforms have?
  • [5:59] How does Plain Sight combat or filter out the kind of unwanted sales pitches people get all the time on LinkedIn?
  • [7:06] Can you tell us about the virtual and in-person aspects of Plain Sight?
  • [10:45] How people should think about approaching networking in general?
  • [12:34] What’s the long-term plan and business model for Plain Sight?
  • [17:02] If I wanted to get on Plain Sight as an individual or a physical space, where would you direct me?

More About James Chapman:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

How To Build A Personal Brand On LinkedIn In 2021

Marketing Podcast with Viveka Von Rosen

In this episode of the Duct Tape Marketing Podcast, I interview Viveka Von Rosen. Viveka is the co-founder and CVO (Chief Visibility Officer) of Vengreso. She is known internationally as the “LinkedIn Expert” and is the author of the best-selling LinkedIn Marketing: An Hour a Day and LinkedIn: 101 Ways to Rock Your Personal Brand.

Key Takeaway:

LinkedIn is perhaps the most powerful social media platform for business today. And if you’re not fully embracing LinkedIn in 2021, you’re missing out on the opportunity to talk and engage directly with your audience. Building your personal branding through a social media business platform like LinkedIn means getting people to know, like, and trust you, so that they’ll eventually want to work with you or buy from you. In this episode, I talk with LinkedIn Expert, Viveka Von Rosen, as she breaks down how to productively build your personal brand and put this platform to work.

Questions I Ask Viveka Von Rosen:

  • [1:18] What’s the big opportunity that you think people are missing today if they aren’t fully embracing LinkedIn?
  • [4:07] Let’s start with the LinkedIn profile — is there something unique about how the structure of the LinkedIn profile should be?
  • [7:50] In your book, you have this idea that I really liked and hadn’t seen before, and its “call to read” as a component. Can you unpack that one?
  • [9:14] What are some tips you have for helping people show up in searches?
  • [11:16] What are some tips for keeping your data organized around lead mining and list building?
  • [14:16] Is there a tried and true method of making a connection with somebody?
  • [17:33] How can you effectively use InMail so that you’re not just having to send thousands of messages?
  • [19:08] Is there a way to effectively use the following you’ve built or connections you have off of LinkedIn?
  • [20:40] What does Vengreso do to help people maximize their opportunities on LinkedIn?

More About Viveka Von Rosen:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

Using Gifts To Cut Through The Noise

Marketing Podcast with John Ruhlin

In this episode of the Duct Tape Marketing Podcast, I interview John Ruhlin. John is the founder of The Ruhlin Group, a gift logistics company. He’s also the author of Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Client Retention.

Key Takeaway:

Companies spend billions every year giving crappy stuff to their most valuable people. John Ruhlin set out to change this. If you’re going to give someone something, blow them away — so he created a done-for-you-gifting agency that helps people achieve just that.

People refer business to people who they like, trust, and who are top of mind. There’s an art to gift-giving, and in this episode, John dives into the art and science of using gifts to increase referrals and strengthen client retention.

Questions I Ask John Ruhlin:

  • [1:05] So you know you’re taking on a whole new category, aren’t you?
  • [8:16] You’re suggesting that you look at it as a marketing channel and that you would actually put X amount of revenue into gifting per client — do you have a formula for that?
  • [10:21] When you surprise somebody and blow somebody away, they can’t not talk about it. So what would you say that turns into?
  • [12:25] What’s your planned giving schedule?
  • [14:14] Let’s say somebody has a new product or a new book — can you tie a gift to that or does that end up being too close to the transaction?
  • [17:30] What’s the most impactful meaning or return on investment thing you’ve seen someone do?
  • [18:38] Regardless of return, what’s the most outrageous thing you’ve seen someone do?
  • [19:33] What’s been the one that should have worked, but actually turned into kind of an oops?
  • [20:51] Is there a ~ $500 personalized gift that you’ve seen impress someone?
  • [23:22] If somebody wanted to work with you or find out a little more about your ideas, where can they find you?

More About John Ruhlin:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

An Easier Way To Monetize Your Podcast

Marketing Podcast with Agnes Kozera

In this episode of the Duct Tape Marketing Podcast, I interview Agnes Kozera. Agnes is the Co-Founder of Podcorn (Acquired by Audacy) and the previously Co-Founder of FameBit (Acquired by Google).

Key Takeaway:

Podcasting has been around for years but has only really become a popular medium in the last couple of years. But this medium has lacked the infrastructure for brands and podcasters to be able to collaborate directly.

Podcorn was created to solve that very problem. It’s a marketplace that takes the pain out of finding and sponsoring podcasts while empowering podcasters to monetize their voices and passions in a way that is engaging for listeners. In this episode, Agnes talks about the story of Podcorn and how podcasters and brands can effectively work together to both monetize podcaster content and collaborate on organic brand ads that resonate with listeners, driving business results for advertisers.

Questions I Ask Agnes Kozera:

  • [1:10] Can you share your journey as it’s not necessarily the conventional Silicon Vally journey?
  • [2:50] It seems like we’re still in the early days of having more organized platforms for brands and advertisers on podcasts – is that what you’re seeing as well?
  • [4:29] Why do you think podcasting has become such a popular medium in the last couple of years?
  • [6:41] There are so many things that you can do while passively listening to a podcast – do you think that for a certain audience that it actually makes it a very unique medium?
  • [7:46] Is there something about the fact that it is a personality if you will, that is really doing the ad that makes the ad more effective than say a broadcast show?
  • [8:40] If a podcaster or comes to Podcorn and says “what do you have to offer the podcaster that makes my life better,” what do you say?
  • [9:56] On the other hand, if I am a brand and I come to Podcorn, what do you have that makes my life easier?
  • [13:30] Do you have any case studies that come to mind that have come to you and all of a sudden now they’re monetizing their episodes?
  • [14:19] Is there a certain number of downloads that a podcaster needs to be at in order to join your platform?
  • [16:23] Do you have some shows on your platform that are doing a hundred, 200,000+ downloads a month, and does this make sense for them as well?
  • [17:17] What has been the most important channel or tactic for marketing for podcasts?
  • [18:48] What are the trends coming for audio, and what do you think will stick?

More About Agnes Kozera:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

Connecting And Building Trust Behind A Screen

Marketing Podcast with Erica Dhawan

In this episode of the Duct Tape Marketing Podcast, I interview Erica Dhawan. Erica is a globally recognized leadership expert and keynote speaker who helps organizations and leaders innovate faster and further together. She’s also the author of a new book: Digital Body Language: How to Build Trust and Connection, No Matter the Distance.

Key Takeaway:

Humans rely on body language to connect and build trust, but with most of our communication now happening from behind a screen, the traditional body language signals are no longer visible — or are they?

In this episode, Erica Dhawan talks about how to communicate and connect from behind a screen. When you’re on video, it’s much harder to not only see what’s going on and read those signals of others but also to show empathy. Erica shares a few practical tips around how you can create trust and connection, even on the video Zoom call.

Questions I Ask Erica Dhawan:

  • [1:47] What are the distinct differences between digital body language and the body language that we’re used to sitting across the desk or in a room?
  • [3:31] Are there body language differences or things that people should be paying attention to or watching out for?
  • [8:07] What role if somebody doesn’t know you at all, you better over-communicate —is there a scale on that?
  • [9:56] How do you connect with body language in the digital space?
  • [13:36] What role do generational differences or even cultural differences play in a disability to communicate?
  • [15:32] Is there such thing as digital mansplaining?
  • [16:07] So what are the handful of bad habits that you see all the time that people just need to stop doing?

More About Erica Dhawan:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

The Making of DigitalMarketer With Founder Ryan Deiss

Marketing Podcast with Ryan Deiss

In this episode of the Duct Tape Marketing Podcast, I interview Ryan Deiss. Ryan is an entrepreneur, author, and investor. His company, DigitalMarketer, is the leading provider of digital marketing training and certifications. Its community has over 15,000 paid members and over half a million subscribers. Ryan is also the founder and host of the Traffic & Conversion Summit, the largest digital marketing conversion conference in North America. Ryan is also a best-selling author and a sought-after speaker.

Key Takeaway:

Ryan Deiss started building the empire of businesses he has today by selling eBooks right from his dorm room back in 1999. Fast forward to today and his company DigitalMarketer now has over 15,000 paying members and half a million subscribers that trust them to learn about digital marketing.

In this episode, Ryan shares his story and the challenges he faced along the way. He talks about his journey with the business and the pivotal moments that helped launch DigitalMarketer and the Traffic & Conversion Conference that now has a turnout of upwards of 7,000 people per year.

Questions I Ask Ryan Deiss:

  • [0:34] So your book Digital Marketing for Dummies — you probably have to update it a lot, right?
  • [3:44] What was your first foray into the world of internet marketing as we call it?
  • [7:23] When did you start DigitalMarketer?
  • [10:27] Can you share a succinct description of where DigitalMarketer is today?
  • [11:59] Do you ever feel like you get pushback from the larger organizations and need to adjust for the mainstream if you will?
  • [13:22] If someone asks you, where do you want DigitalMarketer to be three years from now, what would you say?
  • [19:20] When you’re not working, when you go on vacation, when you unplug, what do you like to do?

More About Ryan Deiss:

More About The Certified Marketing Manager Program Powered by Duct Tape Marketing

Like this show? Click on over and give us a review on iTunes, please!

Duct Tape Marketing Consultant NetworkThis episode of the Duct Tape Marketing Podcast is brought to you by Duct Tape Marketing Consultant Network.

If you are a consultant or agency or coach, do any of these points ring true: do you have trouble getting in front of enough ideal clients? Are you constantly being forced to compete on price? Are you working too hard and not making enough money?

I’ve got a free book for you. It’s called the 7 steps to scale your practice or agency without adding overhead. If you want to grow your practice, it doesn’t have to be that hard. Download a copy for yourself here.

 

 

5 Why This SEO Veteran Is Joining the Duct Tape Marketing Consultant Network

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Phil Singleton – Enjoy!

Certified-ConsultantI recently enrolled in John Jantsch’s Duct Tape Marketing Certified Consultant program.  A couple of my fellow SEO and web design friends asked me why, which almost made my head explode.  The new Duct Tape Marketing Consulting Network is not just for traditional marketing consultants anymore.

There are so many reasons for professional service providers such as web designers and especially SEO and Internet marketing professionals to join:

1.  Staying Ahead Of The SEO Curve

In terms of search engine optimization, volume-based link building is dead and unnatural link building is dying.  For years, Google preached about content being king, while all the while rewarding volume-based link building.  Thankfully, with advanced web spam fighting algorithm updates such as Penguin and Panda, back-room link building is gone and now content really is king.  In order to create and execute an effective content-driven SEO strategy and to succeed in the new age of search engine optimization, we SEOs need a better, more comprehensive understanding of small business marketing.  It’s just that simple.

2. Trust

John Jantsch and Duct Tape Marketing are two of the most trusted names (if not THE most trusted names) in small business marketing.  Yet my niches, specifically search engine optimization and online marketing, suffer from reputational issues.   Years of hard-sell cold-calling and deceptive marketing practices by thousands of domestic and offshore service providers promising SEO gold have tarnished our industry.  So many small businesses have been burned by Internet marketing companies that SEO is perceived as snake-oil.  While I think my own firm’s history, track-record, online visibility and client references help to overcome industry reputation issues, becoming a Duct Tape Marketing Certified SEO and web development professional will inspire confidence and trust.

3. A Killer Sales Pitch

When we walk into a prospective client sales presentation, we are already able to show compelling reasons to choose us through our track record, approach and case studies.  But a Duct Tape Marketing certification will really help elevate our sales pitch.   Would you rather have a hollow design-driven website, or an SEO-driven website developed from the ground up by formally trained and certified Internet marketing professionals?  Yeah, I thought so.

4.  Personal Development

The program isn’t just about leveraging brand power.  There is a formal training program.  John’s Duct Tape Marketing books have already made me better at what I do, but I know the program and network will take my game to another level.  I am also looking forward to learning the system and applying it to my own business.

5. Building Authority & My Own SEO

John has a huge, targeted following in all of the major social media channels.  Additionally, he has several website properties with very strong traffic and search engine authority.  Even without all the other benefits, this is almost enough of a reason by itself to join the network.  I now have access to one of the most powerful content distribution networks in my niche – which gives me the opportunity on occasion to present worthy, high-quality content and get that content posted, promoted and amplified throughout this channel.

6. Differentiation

Check out the Duct Tape Marketing™ badges on my websites: http://kcwebdesigner.com  and http://kcseopro.com.  See what I mean? Our SEO and web design clients immediately see the value of having a web development and SEO services provider that is also certified by the most trusted name in small business marketing.  From a marketing and sales perspective, our Duct Tape Marketing certification will enable us to really ‘stack the deck’ in terms of value-proposition.

7. Network Power

Becoming part of the Duct Tape team not only gets me more personal access to a small business marketing guru, but John is also literally a handshake away from most of the leading influencers in my niche…perhaps giving me the opportunity to see one of these leaders in person at a Duct Tape Marketing event, and dare I say maybe even meet one of them someday.

8. Practical Tools, Online Resources, Events & Discounts

I was lucky enough to get a sneak peek at some of the new tools and systems available to certified consultants.  I also learned that network members will also get meaningful discounts to business services and subscriptions that are relevant to my business.

9. Duct Tape Referral Network

Yes, this is the gift that keeps on giving.  On top of all the other benefits listed above (and probably more I don’t even know about yet), I get to be a member of an exclusive referral network of trusted Duct Tape Marketing consultants.  I kind of view this as one of the many cherries on top, but this could potentially lead to a lot of new business for my company.

10. Great Investment

I am very happy that there is a financial investment associated with joining the Duct Tape Marketing Consulting Network and becoming certified.  Given the massive amount of value, the licensing and certification fees are an absolute no-brainer for serious SEO and web development professionals.  I am very happy that the privilege of joining the network requires you to put a skin in the game and complete a formal training process.  If it were cheap and easy, everybody would do it and it would have a lot less value.

Editor’s Note: Want to learn more about joining the Network – Join John Jantsch for a live Discovery Webinar – enroll here

psPhil Singleton is the owner of Kansas City Web Design®, a web development firm specializing in SEO-friendly WordPress websites and custom website applications, and Kansas City SEO®, a full-service Internet marketing services company that provides organic search engine optimization and other online marketing services.  Contact Phil on his Google+ page or LinkedIn page.