From Kelly Forst December 7, 2020
John Jantsch, Duct Tape Marketing Small Business Marketing Expert, is attending the FWD: Thinking Show to discuss the Marketing Hourglass ™ and how small businesses can apply it to their business.
In the first 5 minutes of this episode of The FWD: Thinking Show, John Jantsch – founder of Duct Tape Marketing – said something that might shock many marketers.
“As marketers, we’re not responsible for getting people to buy from us or creating demand,” said John.
But as he continued, its meaning became clearer.
“We have to organize the behavior of our buyers and create content that takes this behavior into account.”
Jantsch developed The Marketing Hourglass ™ to explain how marketers can organize the behavior of their buyers to improve their marketing strategy.
In this episode of The FWD: Thinking Show, Jantsch discusses how marketing has changed over the years, and how marketers can use the new marketing funnel to gain viewers’ trust, particularly through email marketing.
There’s no doubt that marketing has changed in the last decade, but Jantsch explains that what has changed the most about marketing is how people buy.
The statistics speak for themselves:
- 61% of mobile searches are more likely to target a local business if they have a mobile friendly website.
- 80% of potential customers will not consider a company with low ratings.
- 64% say that watching a marketing video on Facebook caused them to make a purchase in the last month.
- 92% of consumers visit a brand’s website for the first time for reasons other than purchase.
- 82% of small business owners say their main source of new business is referrals.
According to Jantsch, creating content that is tailored to the needs of customers and prospects at every step of the customer journey will ultimately lead to more referrals and your business to grow.
Email marketing is, of course, an essential part of creating and distributing valuable content. Listen to the rest of John’s conversation for his best email marketing tips and business growth strategies.
3:40: Statistics Every Marketer Needs To Know.
7:45 am: As marketers, we have to organize the behavior.
9:00 a.m .: Why recommendations are only human in nature. Create a trip so anyone who learns about the company becomes a referral source.
11:00 a.m .: Content is one of the best ways to move people on the customer journey if you understand their goals at every stage.
12:00 pm: What is the Marketing Hourglass ™?
4:18 p.m.: How can companies offer people added value and use content marketing to build trust?
8:00 p.m .: How do you move from serving your audience value to selling?
9.45 p.m.: How to find your customers’ weak points with interviews and reviews
26:30 pm: Here’s how to make your shopping experience seamless.
8:50 p.m .: What role does email marketing play in creating a great experience and building trust?
32:00: How to make sure email automations feel personal.
36:10: Why shouldn’t everyone be authentic?
38.15 p.m.: The independent entrepreneur: a little foretaste.
John Jantsch is a marketing consultant, speaker, and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, SEO for Growth, and The Referral Engine. He is also the founder of the Duct Tape Marketing Consultant Network. His latest book, The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business, reminds entrepreneurs daily that a better makes you a better business.
Learn more about The Marketing Hourglass here (and download the worksheet).
Follow John Jantsch on Twitter and check out his company, Duct Tape Marketing.
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