Duct Tape Marketing
Consultant Network
Packaged Service Offerings
The Duct Tape
Marketing System
Methodology
Education
• A successful consulting engagement lives
and dies upon education.
• Treat a prospective client meeting as a time
to do valuable work instead of simply
showcasing what you do.
Conversion
• Conversion is more of a process than an
event.
• Remain in the education mindset. You’re not
selling, you’re teaching.
• A well done education phase leads to
personalizing the system to display success
for that prospect.
• Once the prospect is convinced you can help
them, you must contractually spell out exactly
how the work with go.
Discovery
• This is the audit phase – Discovering what is.
• Includes:
• Internal staff interviews
• External client and partner interviews
• Website analysis
• Content analysis
• Past and future campaign analysis
• Analysis of key performance objectives and
goals.
• It’s important to be thorough and to have an
open mind – you do not know what you’re going
to find.
Research
• Turn what you learned in the “What is”
phase into “What’s possible.”
• Time to take a look at the client’s industry
as a whole with an emphasis on
deconstructing competitors.
• Pay attention to what you learned in the
interviews about the company culture and
tendencies to lead to recommendations
they will be comfortable with.
Strategy
• A “Don’t Pass Go” without it step.
• You must develop and commit to a
marketing strategy before declaring any set
of tactics as appropriate.
• Must get buy-in and excitement from client
or you must go back to the drawing board.
Implementation
• This phase will look different with every
single engagement.
• The important thing is to proceed with a
system.
• Draw from a series of project plans and
processes all plugged into checklists and
project status plans and updates.
Review
• This step should be written into every
engagement as a deliverable.
• Two things can happen in a review and all
our positive:
• They got amazing results and want to
refer you to others.
• They have stalled and need help
getting back on track.
Duct Tape Marketing
Consultant Network
Marketing JumpStart Detail
Education
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Toolset
Local Search Factors Page
Win at Local Search Webinar
1 page flyer
Pitch deck
Proposal
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Conversion
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UpCity SEO Report Tool on your site
Yext Local Directory Report
UpCity competitive report
RivalIQ competitive report
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Strategy Getting Started
• Intake and Discovery
• Set up on Basecamp or other PM tool
• Send Intake and Discovery Form
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Strategy Meeting #1
• Conduct 1st client meeting to
go over Discovery
• Conduct competitive research
• Conduct client interviews
• Conduct content brainstorm
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Keyword Content Plan
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Google Keyword Planner Research
Set client up on UpCity
Login to Google AdWords Account
Research relevant Ad Sets based on primary
keyword phrases from research and brainstorming
Discover and prune keyword list based on mix of
volume and bid rank
Export list to Excel or Google Sheets
Create Landmark Theme Cloud of 3 primary themes
and no more than 9 supplemental themes.
Add themes to UpCity profile
16
Editorial Calendar
• Conduct Editorial Calendar Research
• Take Landmark themes and research them Google
for actual results – test for competition an relevance
• Take Landmark themes to BuzzSumo to identify most
shared content and popular blog post ideas
• [Use BuzzSumo Influencer tab to create potential list
of guest blog opportunities]
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Strategy Meeting #2
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Personas
Core message
SEO keyword report from UpCity
RivalIQ competitive report
Cloud themes
Content plan process
Upsell suggestions
18
Blog Posts
• Create Express Writers Brief and Process
• Submit keyword research and editorial content ideas
to Express Writers
• Request 2 blog posts from your cloud and editorial
research (consider buying pack of 8)
• Submit actual proposed titles and key ideas for each
post
• Work with draft content to help refine writing
• Establish content review and posting process
• Create WP credentials for Express Writer
• You can use Express Writers to post drafts in WP
• Follow agreed upon posting procedure (Client proof
or automatic live)
• Operate agreed upon social amplification of each
post
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Social Media Updates
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Create Emphatic Social Brief and Process
Establish posting routine
Establish approval process
Provide 50 social updates across FB, LI and Twitter
Teach social engagement plan
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Directory Profiles
• Conduct Local Directory Set-up via Yext
(BrightLocal for International)
• Establish agreed upon NAP for all directories
• Create Yext Listing for client
• Start process of submitting and claiming directory
listings
• Find local directories for top 100 US Cities http://www.brightlocal.com/2015/03/31/local-citationsites-for-top-100-usa-cities/
• Determine monthly offers/updates process
21
Email Set-up
• Audit current email set-up
(MailChimp, ConstantContact, Vertical Response)
• Audit state of email list
• Create Monthly email news template
• Investigate further email services
22
Ratings and Reviews
• Create Review Plan with Grade.us
• Determine where Grade.us page will live (page on
existing site or new [clientname]review.com)
• Set up portfolio of review sites
• Set up Star rating flow – Use 5 star template
• Create review assets on main site (Review Us
button)
• Create review feed page on main site (Must filter of
good only)
• Create review email request
• Create review cards and post cards
• Create review Thank You cards
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Key Metrics Dashboard
• Establish reporting dashboard via Dasheroo
• Get Google Analytics and Social admin or login
• Use Google Sheets to track non Google or social
metrics
• Content published
• Reviews received
• Website metrics
• Social metrics
• Social engagement (with content)
• Keyword ranking
27
Monthly and Quarterly Review Meetings
• Create quarterly review schedule
• Create reports to share
• Create brainstorming process
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Toolset
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DTM Strategy and Discovery
UpCity - $25/mo
Yext $35/mo
Express Writer - $60/mo
Emphatic -$89/mo
Grade.us - $10/mo
BuzzSumo - optional
RivalIQ - optional
• DTM AgencyPro - $99/mo - Entry level offering and includes 5
campaigns. This will include Sales Tools and the SEO Report Card
embed, white labeled and PDF reports and the new social/content tools
but will include the standard version of the UpCity workflow instead of
the one customized for the Duct Tape Marketing community. Retail
$150
• DTM AgencyPro Plus - $150/mo - includes 15 campaigns ($10 a piece
to start) and then $20 for each campaign thereafter. This does include
the custom Duct Tape Marketing workflow and a number of additional
features in our ProPlus offering. Retail - $299
• Allen Arnold allen@upcity.com
• Marketer account – 20% off
monthly plan
• grade.us/home/ducttape
• Jon Hall – jon@grade.us
• Standard account – 8 blog posts
–
$240 (better writers and SEO)
• Sarah Shade –
sarah@expresswriters.com
• Discounted plan –
www.emphatic.co/ducttapemarketing.htm
l
• Jenice Primus –
jeniece@emphatic.co
• Ask for Agency set-up
• Pro - $99/mo
• Agency – top authors, more
users,
more alerts, trending - $299/mo
• Use this code for 50% off
BUZZSUMO_DUCT_TAPE
(all caps with underscores)
Outsourcing
ModelOnboarding
Jumpstart
Client
Contract
Signed
Discover
y&
Intake
Client
Meeting
Strat. &
Content
Consultant
Initial
Researc
h
Project
Manager
Keyword
Researc
h and
Themes
Status
Meeting
Website
Setup
Local
Setup
Social
Setup
Email
Setup
Reportin
g Setup
&
Delivery