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One of the things we strive to do here at BizEngine is bring you the opinions and insights of experts, whether that be through reports from the Wall Street Journal or In that vein, we’re tremendously excited to bring you an interview with renowned marketing guru John Jantsch today.
Jantsch is a familiar name to anyone who has dabbled in the world of marketing. His company and blog, Duct Tape Marketing, are gathering places for marketing professionals and small businesses everywhere. Jantsch has also written several books, including Duct Tape Marketing and Referral Engine, which are premised around helping small businesses with their marketing efforts. He is without question a titan in the field.
Jantsch was kind enough to respond to our questions via e-mail last week. Without further ado, we present his enlightening answers.
BizEngine: Tell us the premise behind your book Duct Tape Marketing, and what small businesses should expect to learn from it?
John Jantsch: I wanted to take what I had learned over the course of 25 years of working with small businesses and turn it into a simple system that pretty much any small business, regardless of size or industry could install.
BE: You have turned the book into an experience. There’s a blog, newsletter, speaking engagements, consulting network and more. What can a small business owner learn about your marketing strategy behind all of this?
JJ: I do think that’s important to create a brand with many outposts and ways for prospects to access it, but it’s also a very good idea to make content available in many formats. We repurpose and repackage a great deal of content so that it appeals to the way people learn best. These various elements also amplify each other – for instance many people find me and hire me to speak because of my books and blog.
BE: Your consulting network piqued my interest. Can you spend a little time explaining how that program benefits small businesses?
JJ: As the founder of Duct Tape Marketing I can only work with so many small businesses. My mission is to bring our simple message to as many businesses as possible, so we created a way for smart independent marketing consultants to use all or our tools and experience to bring the Duct Tape Marketing system to every corner of the globe.
BE: What’s been the most effective medium for growing your audience/followers/tribe, or whatever you wish to call it?
JJ: I guess a great deal depends on the business, but I can say that careful blending of online and offline tools and approaches is the most effective way to market most businesses these days.
BE: As a small business marketing expert, you speak to and learn about a lot of small businesses. What’s the one thing that most small businesses continue to “miss” in their marketing approach?
JJ: The biggest opportunity is the ability to clearly differentiate as their core marketing strategy. If you can really set yourself apart in the way you do business almost any set of tactics that communicates this difference will work.
BE: What is the most common question coming your way from small businesses in the last couple of years? What’s your answer?
JJ: Do I need a blog? Yes, end of story.
BE: How do you rate blogging, Twitter, Facebook, Linkedin and other platforms for reaching your audience? Which is the most important medium for you?
JJ: Blogging or creating content that is updated frequently, easy to share and search engine friendly, is the foundation for any social networking to payoff.
BE: What’s next for John Jantsch?
JJ: I am working on another book about commitment and the characteristics of products, services, businesses and ideas that make people want to commit with time, passion and money.
BE: What’s next for small business marketers?
JJ: Think deeper about ways to use your online presence to drive people offline into your business.
BE: Aside from your fabulous books, what book should every small business marketer read this year?
JJ:Today We Are Rich, by Tim Sanders.
A sincere thanks to John Jantsch for taking our questions. Weigh in on the interview in the comments.
Photo credit to www.ducttapemarketing.com.