Marketing Systems: How Guiding the Customer Journey with Content Works

Marketing Systems: How Guiding the Customer Journey with Content Works

This is Episode 74 of This Old New Business weekly business podcast with Jeff Korhan and John Jantsch.

In this episode, we are thrilled to have John Jantsch back on the show to discuss marketing systems. John is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine, and also the founder of the Duct Tape Marketing Consultant Network.

Think of Marketing as Value (Like a Product)

When John Jantsch developed the Duct Tape Marketing system he solved a problem for himself and his clients. By bringing together the necessary marketing components into one system and putting a name to it, marketing was easier to buy and sell.

This marketing systems mindset changed everything for John. And it can work for you too. Instead of thinking of marketing as something you do for or with your prospective buyer, consider it to be value that is baked into your products and services.

Marketing content is the voice that conveys your core message to ideal customers. It guides their experience with your business, holding their attention and earning trust along the way. And that content inspired journey continues long after a purchase is made.

But you already knew that, didn’t you?

I’d love to hear your thoughts on the marketing systems. Meet me over on Twitter to take the conversation further.

Key Take-Aways

  • You can learn more about John’s work at Duct Tape Marketing. Check out his abundant resources for entrepreneurs, marketing coaches, consultants, and digital agency owners.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedInFacebook, and Google+

Entrepreneurship is New: And Old and New Again

This Old New Business Podcast with Jeff KorhanThis is Episode 2 of This Old New Business weekly business podcast with Jeff Korhan.

Welcome to the 2nd episode of This Old New Business Marketing, where Chris Brogan and I discuss entrepreneurship. You will really enjoy this conversation.

Chris is a master storyteller, and one of the most respected personalities in the world of entrepreneurship.

He will have not only have you smiling, but also rethinking what it means to be an entrepreneur, business owner, employee, and a human being helping others to enjoy a more favorable human experience.

Most important is you will learn you are not alone. There are a lot of folks like us that have been told we don’t fit the typical profile. Guess what? There is no profile for what works. That’s up to you.

Get ready to be inspired.

Our Featured Guest: Chris Brogan

Chris Brogan is the CEO of Human Business Works, publisher of Owner Magazine, and a New York Times bestselling author of multiple books, including The Impact Equation, Trust Agents (co-authored with Julien Smith), Social Media 101, Google+ for Business, and most recently published, The Freaks Shall Inherit the Earth: Entrepreneurship for Weirdos, Misfits, and World Dominators.

Have a Tattoo-Level Obsession for Your Business

Chris shared several stories about what it means to be a freak. First of all, it has nothing to do with the size of the company you own, or even if you are an entrepreneur. One can be freakishly obsessed with the work they do and happy doing it as an employee.This Old New Business Podcast

If you love a business and the work you do for them, then you probably have what Chris describes as the tattoo-level obsession for your work.

Whether you are into tattoos or not, that indeed is a nice test for how committed you are to your work.

When you lose the passion for your work it’s necessary to get it back or move on to something new. Chris seems to do both quite nicely.

Start Selling the Promise People Can Believe

In our previous episode with John Jantsch, he discusses The Duct Tape Marketing System, and how that solution made marketing tangible – like a product.

Chris similarly makes the point that if you stop selling products and instead focus on serving the community, then at some point the product you are selling stops being the product because the promise of what you deliver with it becomes more powerful.

When you can create a process for personalizing the experience for your customer, you can more consistently deliver something that is even better than what they may have imagined.

It’s Cool When Your Community is Weird

Successful entrepreneurship is really about choosing to find the work that you want to do for the people you want to serve. When you do that there is a sense of belonging to something that others may consider weird, and THAT actually makes it cool for you and everyone else within your community.

Now that a nice place to be, isn’t it?

Lighting Round Tips and Advice

Chris Brogan’s Top Sales or Marketing Advice – The best marketing informs and educates with the option for live, human interaction.

His Favorite Productivity Tip – To be productive, keep your mission in mind and execute solely from that.

A Quote that has Inspired Chris Brogan’s Success – “Do not go where the path may lead, but go where there is no path, and leave a trail.” – Emerson

Key Take-AwaysThe Freaks Shall Inherit the Earth

How to subscribe to This Old New Business podcast

  • Click here to subscribe via iTunes.
  • You can also subscribe via Stitcher.

Help Us Spread the Word

Please let your Twitter followers know about this podcast. One click on this ready-made tweet will make that super easy.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes to leave a rating, write a review, or subscribe.   If you use Stitcher, click here to leave a rating, write a review, and subscribe.

How is your business adapting to serve your communities in remarkable ways?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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