2020 and 2021 disrupted the business routine, and as business owners changed their strategy, some of it was good for us. John Jantsch, author of Duct Tape Marketing, The Referral Engine, and, out in September, The Ultimate Marketing Engine, compiled all the positive marketing lessons and explains how can we apply those to future challenging events.
Lessons from 2020/21
For business owners who made it to the other side of 2020/21, they’ve been presented with a gift. They have been given the opportunity to innovate. The last few years were difficult for many, but the great disruption was also a great teacher.
The customer buying journey needs an update.
Jantsch explains that one of these learning opportunities is how the customer buying journey needs an update. Instead of thinking about the customer buying journey as a funnel, he says we need to be thinking closer to our customers’ hearts. We need to not just sell products they love, but focus on solving their problems.
He also explains that marketing is no longer an outbound function, but that marketing leaders should be put in charge of operations and customer service relations. Marketing is a function throughout the entire process, even extending into what he coins on my show as retention content—content strategies focused on current customers.
How to win over potential customers.
Once concept Jantsch presents is how to focus on the narrative customers are already telling themselves. This is so powerful and also ignored. His favorite method to figure out this internal narrative is to interview customers. In the case of consultants, interview your customer’s customer.
For small businesses, you can also read through online reviews on Facebook, Google, Yelp, and other review sites to see the stories people tell. These stories are marketing goldmines.
The Ultimate Marketing Engine Resources
The book comes out September 21st, but if you pre-order at the official website, you can get the free companion course that has six video lessons from John Jantsch himself.
John Jantsch’s biggest referral hack
Referrals are great, but how can you motivate customers to give more of them? If you want John Jantsch’s biggest referral-generating strategy I mentioned on the show, enter your first name and email address and I’ll send it to you ASAP!
Other bonuses: I’ll also give you Soulaima Gourani’s art of the intro tip, and my guide to get more press in 10 days.