Category Archives: Marketing Tools

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The Ultimate Content Planning Workshop

The Ultimate Content Planning Workshop written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m going to be talking about the final part of a three-part solo show Marketing Hourglass series I’m doing. In part one, I talked about the customer journey and the marketing hourglass. In part two, I discussed creating content that powers each stage of the customer journey. Then in part three, I’m wrapping up the series with what I’m calling a content planning workshop. Here’s part three.

Key Takeaway:

Waking up on Monday and deciding what to write about on your blog is not a content strategy. Content is such an essential element in the marketing puzzle you must plan your content like you might your promotional calendar or budget for the year.

Taking a strategic view of content means you must understand the body of work you need to create over time to turn your content efforts into an asset that will serve your business long-term. In this episode, I’m wrapping up the Marketing Hourglass series with a content planning workshop. I’m covering how to plan your content the right way to align with business goals and objectives and the customer journey.

Discussion points:

  • [1:12] The right content can power every aspect of the Marketing Hourglass
  • [3:21] Content planning starts with coming up with monthly themes and creating a global sketch
  • [4:27] What your content should be about
  • [6:27] Breaking down your year to quarterly objectives and priorities
  • [7:30] Example content objectives
  • [9:12] Planning your content by quarter that supports your set objectives
  • [11:59] Crafting your monthly content calendar
  • [12:56] Planning makes it easier to delegate
  • [13:31] The success of the plan depends on measurement and if your content is moving you towards your goal

Resources mentioned:

More About The Duct Tape Consultant Network:

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This episode of the Duct Tape Marketing Podcast is brought to you by Monday.com.

There are a lot of tools out there to help companies get work done. We recently switched over to a tool called Monday, and we love it. Monday is more than just a project management tool. You can use it in many ways to run your entire business, marketing, sales, task management, even recruiting, and certainly project management. Check it out yourself here.

 

 

Creating Content For Every Stage Of The Customer Journey

Creating Content For Every Stage Of The Customer Journey written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In 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.

 

How To Guide The Perfect Customer Journey

How To Guide The Perfect Customer Journey written by Kyndall Ramirez read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m going to be talking about part one of a three-part solo show series I’m doing. In part one, I’m talking about the 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 one.

Key Takeaway:

Traditionally, the marketing and sales funnel has the approach of taking a large target group and getting a few clients out of it (i.e. the funnel analogy). It suggests it’s a linear journey. The funnel concept won’t ever go away, but about ten years ago I defined what I think is still a much better approach – I call it the Marketing Hourglass. It borrows from the funnel shape but turns it on its head after the purchase to help intentionally account for the idea of creating a remarkable customer experience.

I developed the Marketing Hourglass as a tool that can help you create the picture for your client’s overall marketing strategy. In my opinion, it’s a more holistic and increasingly effective approach in the “era of the customer” we live in today. Instead of creating demand, our job is to really organize behavior, and I believe this behavior falls into the seven stages I discuss in this episode.

Discussion points:

  • [1:03] Comparing the traditional marketing and sales funnel vs. the marketing hourglass
  • [2:22] What the seven stages of the marketing hourglass are: Know, Like, Trust, Try, Buy, Repeat, Refer
  • [3:16] Breaking down the marketing hourglass stages into steps
  • [5:04] Mapping out the customer journey and building your marketing hourglass
  • [7:33] Understanding the awareness stages
  • [9:46] Thinking about the customer transaction
  • [11:55] Creating strategic partnerships

More About The Duct Tape Consultant Network:

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

This episode of the Duct Tape Marketing Podcast is brought to you by Monday.com.

There are a lot of tools out there to help companies get work done. We recently switched over to a tool called Monday, and we love it. Monday is more than just a project management tool. You can use it in many ways to run your entire business, marketing, sales, task management, even recruiting, and certainly project management. Check it out yourself here.

 

 

Networking Reimagined With Plain Sight Founder James Chapman

Networking Reimagined With Plain Sight Founder James Chapman written by John Jantsch read more at Duct Tape Marketing

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.

 

Rethinking Innovation With A Simple 5-Step Framework

Rethinking Innovation With A Simple 5-Step Framework written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Carla Johnson

In this episode of the Duct Tape Marketing Podcast, I interview Carla Johnson. Carla is a world-renowned storyteller, speaker, and author of a new book called RE:Think Innovation: How the World’s Most Prolific Innovators Come Up with Great Ideas that Deliver Extraordinary Outcomes. Having lived, worked, and keynote on five continents, she’s partnered with top brands and conferences to train thousands of people on how to rethink the work that they do and the impact they can have. 

Key Takeaway:

People often think innovation isn’t sustainable or even attainable for everyone, so they make it much harder than it has to be. Consistently coming up with great ideas isn’t a talent one is born with or a skill that takes years to learn — there’s actually a framework you can apply. Today, there are so many opportunities for companies to innovate in even incremental ways which can ultimately lead to big, impactful changes.

In this episode, Carla Johnson and I discuss why we need to rethink what innovation is and a simple framework that guides people through the innovation process.

Questions I Ask Carla Johnson:

  • [1:15] Can you give us your meaning of “innovation”?
  • [4:01] How do you get people to think about the evolution of ideas or incremental steps that are innovations?
  • [5:16] What are some of the major things that tend to get in the way of people’s ideas?
  • [6:04] What do companies when the innovation is obvious, but the innovation may also cannibalize the business or the profit?
  • [7:42] Is it time that we have an innovation department?
  • [9:55] Can you talk about the innovation process and structure that you’ve created?
  • [15:01] Can you dive into the idea of “citizen innovators” that you used in your book?
  • [16:58] Where do you personally go to look for innovation?
  • [18:57] What lessons can we learn from crisis and innovation?

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

This episode of the Duct Tape Marketing Podcast is brought to you by Monday.com.

There are a lot of tools out there to help companies get work done. We recently switched over to a tool called Monday, and we love it. Monday is more than just a project management tool. You can use it in many ways to run your entire business, marketing, sales, task management, even recruiting, and certainly project management. Check it out yourself here.

 

 

How To Build A Personal Brand On LinkedIn In 2021

How To Build A Personal Brand On LinkedIn In 2021 written by John Jantsch read more at Duct Tape Marketing

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 Exper, 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.

 

Building Your Story And Making Your Big Ideas Irresistible

Building Your Story And Making Your Big Ideas Irresistible written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Tamsen Webster

In this episode of the Duct Tape Marketing Podcast, I interview Tamsen Webster. Tamsen is a message strategist storyteller who helps people find and build stories, partners, investors, clients, and customers will tell themselves and others. She’s also the author of a new book called: Find Your Red Thread: Make Your Big Ideas Irresistible.

Key Takeaway:

Whether you are writing marketing copy, an investor pitch, a keynote speech, a book, or all of the above, the best way to make your idea irresistible is to build the story people will tell themselves about it.

If you want to change the world, if you value the possibility of your idea so much that you see it as bigger than you are, if you are willing to put your idea first, but you struggle to communicate how relevant it really is, Tamsen Webster shares the practical tools you need to create clear, powerful messages with undeniable impact.

Questions I Ask Tamsen Webster:

  • [1:25] Years ago you told me that you’ve learned everything about messages, people, and change while you were a Weight Watchers Leader – can you share more about that idea?
  • [5:09] What does the term “red thread” mean?
  • [6:57] What are the components of a compelling message?
  • [13:57] How often is going directly to customers a place to go looking for the red thread, and how do you extract that info without doing traditional survey work?
  • [17:23] What role does fear play in people actually embracing the compelling message that has come up?
  • [21:48] This question stems from the idea of narrative versus story — how do we build the narrative that gets them to want to get involved in the story?

More About Tamsen Webster:

More About The Duct Tape Consultant Network:

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

This episode of the Duct Tape Marketing Podcast is brought to you by Monday.com.

There are a lot of tools out there to help companies get work done. We recently switched over to a tool called Monday, and we love it. Monday is more than just a project management tool. You can use it in many ways to run your entire business, marketing, sales, task management, even recruiting, and certainly project management. Check it out yourself here.

 

 

Using Gifts To Cut Through The Noise

Using Gifts To Cut Through The Noise written by John Jantsch read more at Duct Tape Marketing

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

An Easier Way To Monetize Your Podcast written by John Jantsch read more at Duct Tape Marketing

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.

 

A Complete Strategy To Help Entrepreneurs Holistically Thrive

A Complete Strategy To Help Entrepreneurs Holistically Thrive written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Kathryn and Michael K. Redman

In this episode of the Duct Tape Marketing Podcast, I interview Kathryn and Michael K. Redman. They’re the co-founders of Half a Bubble Out, a marketing and business consulting firm. They’re also the co-authors of a book called: Fulfilled: The Passion & Provision Strategy for Building a Business with Profit, Purpose & Legacy.

Key Takeaway:

Running a business isn’t easy — and getting your business to a stable, successful place that makes money and allows you to sleep well at night may feel out of reach.

After years of research and honing their strategies, Kathryn and Michael Redman have developed a holistic framework and roadmap to help entrepreneurs make smart, strategic decisions and holistically thrive. In this episode, we unpack what it takes for business owners to overcome the challenges they along their journey. Through their own struggles and stumbles, Kathryn and Michael share how you can become financially successful, experience meaningful work, and lead a business you can be proud of.

Questions I Ask Kathryn and Michael K. Redman:

  • [0:52] I know many people would say that they could never work with their spouse, so how do you do it?
  • [3:00] Are healthy disagreements something that you’ve intentionally worked on?
  • [6:27] What does Half a Bubble Out mean?
  • [9:08] Can you lay out what the framework of your business looks like?
  • [14:54] Would you say your vision for the business came after the stumble?
  • [19:43] How do you get business owners to realize that understanding and being in the know of the financials is a key component of running the business?

More About Kathryn and Michael K. Redman:

More About The Duct Tape Consultant Network:

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

This episode of the Duct Tape Marketing Podcast is brought to you by Monday.com.

There are a lot of tools out there to help companies get work done. We recently switched over to a tool called Monday, and we love it. Monday is more than just a project management tool. You can use it in many ways to run your entire business, marketing, sales, task management, even recruiting, and certainly project management. Check it out yourself here.