Maximizing Your Marketing Impact With Fractional CMOs

Maximizing Your Marketing Impact With Fractional CMOs written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with JP Maroney In this episode of the Duct Tape Marketing Podcast, I interview JP Maroney. He is a seasoned business strategist and Fractional CMO with over three decades of entrepreneurial experience. He is known for his strategic prowess, serving powerhouse clients like Wells Fargo and Century21, as well as growing companies, often as […] Why This Marketing Gap Analysis Is Your Roadmap To Success written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I’m doing a solo show, and I’m gonna talk about a new tool that we’ve created, the marketing gap analysis. This guide will help you understand the complex world of marketing and create a roadmap for success by improving your marketing strategies. Key Takeaway: The marketing gap analysis is used to assess where a business is currently and where they want to be in the future. The focus of this tool is to identify gaps in various marketing areas that often relate to a lack of vision or strategy for marketing, and the overall goal is to help businesses by analyzing these key areas and working on closing those gaps to build momentum and eliminate chaos in your marketing efforts. Topics I Cover: [01:31] The idea behind a gap analysis. [02:50] The areas of the gap analysis. Number 1: vision and objectives. [03:41] Number 2: Revenue and profit. [04:07] Number 3: Ideal client. [04:48] Number 4: Core message. [06:41] Number 5: Understand the extent of the customer journey. [07:25] Number 6: Understand what your competitors are. [08:19] Number 7: Content marketing. [08:52] Number 8: Sales funnel. [09:32] Number 9: Key performance indicators. More information: Get your Duct Tape Marketing Gap Analysis. More About The Agency Certification Intensive Training: Learn more about the Agency Certification Intensive Training here Take The Marketing Assessment: Marketingassessment.co Like this show? Click on over and give us a review on iTunes, please! Duct Tape Transcript Email Download New Tab John Jantsch (00:00): This episode of the Duct Tape Marketing Podcast is brought to you by HubSpot. Look, AI is literally eating the web ChatGPT is more search than I don’t know, Taylor Swift . Check out HubSpot’s AI powered tools, content assistant and chat spott. They both run on open AI’s GPT model, and both are designed to help you get more done and to grow your business faster. HubSpot’s AI powered content assistant helps you brainstorm, create, and share content in a flash, and it’s all inside a super easy to use c r m now chats spott automates all the manual tasks inside HubSpot to help you arrange more customers close more deals and scale your business faster. Find out more about how to use AI to grow your business at hubspot.com/artificial intelligence. That’s hubspot.com/artificial intelligence. (01:14): Hello and welcome to another episode of the Duct Tape Marketing podcast. This is John Jantsch, no guest today, just me all solo show. Today I wanna talk about a new tool that, um, we’ve created. It is a gap analysis. So the idea behind a gap analysis is, and in the consultant toolbox, , forever, pretty simple concept. It’s a way to go into a business and say, okay, here’s where we are today in a certain area, but here’s where we wanna go, or here’s like perfect state in that area. Where are we now? Right? So it’s what’s the gap, right? Does that make sense? So, um, one of the things that I kind of recently discovered is that while the gap analysis has been around forever, there haven’t really been anybody that’s created, uh, an effective marketing gap analysis. And in other words, just we’re gonna focus on the gap in various areas of marketing. (02:13): Ultimately, what these gaps circle around quite often is a lack of vision or strategy, uh, for marketing or for the business. And so by, by at least analyzing the areas that are key to understanding a marketing strategy and then going to work on those, I, I think you can effectively build some momentum around marketing in a way that gets rid of some of the chaos and some of the idea of the weak and some of the, I don’t know, what’s working , is it working? So that’s why we created this tool. So the areas, I’ll just go over quickly the areas that this gap analysis gets into, and you’ll see hopefully . It’s a pretty comprehensive idea. All right, so the first area is vision and objectives. So we’re gonna ask you to describe your current vision for your business. Do you have a marketing strategy that aligns with this vision? (03:08): Are your company business objectives aligned as well? You know, answering questions like that might, you know, you may say, well, I’ve, we’ve done mission, vision values, but I find that for a lot of people, those are just academic exercises almost. So keeping kind of the current state of your vision, the impact that you want to have, where you’re going, I think is a great start for marketing. It’s really obviously important for the business as a whole, but certainly gets into some of the marketing areas. So the next one of course is revenue and profit marketing is driving a lot of that, right? So is your revenue growing compared to, you know, performance maybe in the industry or you know, what about profit margin? Have you even really considered that ? Is it abstain, uh, sustainable? Do you have a goal for it? So again, just looking at and asking yourself, you know, here’s where we want to go, as opposed to just merely focused on here’s where we are is a great way. (04:07): Next one I wanna talk about is ideal client. Do you know who makes an ideal client? I mean, what problems and needs does your product or service really solve for them? And my experience is an ideal client is probably represents about the top 20% of your client base and not your entire client base. And that really has a lot to do with the fact that we don’t, if we don’t focus on identifying who that ideal client is, we’re really just gonna attract anybody who shows up. So this can really be a great filter for all of your marketing, for all of your messaging, for everything you do in terms of your website and things that you send out is, uh, meant to be focused on that ideal client. Next one is core message. Do you even have one? Does it differentiate you from your competitors? (04:55): So many businesses basically talk about what they do. Here’s the service we offer, here’s the product we sell. And nobody really caress about that until they can connect solving a problem with your product or service. So quite often businesses solve very unique problems. They just don’t know what they are, or they certainly don’t use them and communicate them as part of their marketing. (05:18): And now let’s hear from a sponsor. This episode is brought to you by Business Made Simple, hosted by Donald Miller, and brought to you by the HubSpot Podcast Network, the audio destination for business professionals hosted by Donald Miller Business Made Simple takes the Mystery out of growing your business. In a recent episode, they talked with my old pal, Seth Godin, where he explained the virtues and values in his book called The Song of Significance, A new manifesto for teams. Listen to Business Made Simple. Wherever you get your podcasts. (05:51): Hey, marketing agency owners, you know, I can teach you the keys to doubling your business in just 90 days or your money back. Sound interesting. All you have to do is license our three step process that it’s gonna allow you to make your competitors irrelevant, charge a premium for your services and scale perhaps without adding overhead. And here’s the best part. You can license this entire system for your agency by simply participating in an upcoming agency certification intensive. Look, why create the wheel? Use a set of tools that took us over 20 years to create, and you can have ’em today, check it out at dtm.world/certification. That’s DTM world slash certification. (06:38): Do you understand this is the next area. Do you understand the extent of the customer journey mean? How does somebody, how does your ideal client, I should say, or customer find businesses like yours, what would make them want to engage with a business like yours? (06:55): What’s their buying process is really what it comes down to because with all the, talk about all the changes in marketing, and there certainly are plenty , the biggest thing that’s changed is how people buy now. Uh, how they make their decisions, how their entire research process. So do you fully understand that? And if you do, are you actually using that information to guide a customer through those stages, or at least impact the journey that they’re making? Do you understand what your competitors are? And, and a lot of times people, there are competitors that we see every day, maybe you truly compete and win and lose business with, but there are also a lot of other competitors out there. I mean, people that rank ahead of you in search engines, for example, you know, are a bit of competitor even if you don’t know who they are today. (07:42): So understanding what their marketing strategies are, what their messaging is, what their strengths and weaknesses in some cases helps in your sales process as well. Of course, then we get into some of the channels, you know, does your website perform? Does it produce any results? I I can’t tell you how many, you know, everybody realizes they have to have one. And so they go out and they hire a designer and they build one, and then they, they say to themselves, well, this doesn’t do anything for us. So understanding how to convert traffic, what the purpose, I mean, when somebody visits, what do you want them to do? Those types of things are part of a, a great gap analysis. Content marketing. I mean, uh, there again, a lot of people are writing blog posts and writing content, but is there any thought about how that content could perform for you? (08:29): I could go on and on social media, email marketing, paid advertising. You know, where are you today? Are you using platforms? Have you decided it’s too