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THE MARKETING KNOT
Step 3: Segmentation. No two clients or customers are ever alike, and that means we need to know exactly what makes them different. There is no such thing as a one-size-fits-all-approach in modern marketing, and here we’re going to determine what our next steps are based on the specific pair of shoes we’re walking in. (Absolutely critical WORK | THE MARKETING KNOT MGS Technical Plastics, a manufacturing company based in Lancashire, offer plastic injection moulding to local, national and global organisations. Working through the full Knot framework we created a strategy for growth, evolved the existing brand and developed new marketing assets before implementing marketing campaign activity. READCASE STUDY.
THE MARKETING KNOT
THE MARKETING KNOT. ONLINE COURSE. AND MENTORSHIP. Designed specifically for ambitious small business owners around the world that want to grow their business in a real, meaningful way and master this thing called marketing. The online course gives you the marketing expertise you want, the coaching and accountability you need and aproven.
CONTACT | THE MARKETING KNOT | RETREATS | LAKE DISTRICT Despite popular belief, marketing isn’t a magic wand but it can work magic. Start by telling me all about your business and what you’d love to change. The bigger the goals the better. I’m ready for KATHERINE, AUTHOR AT THE MARKETING KNOT – The Marketing Knot Ltd Company Number: 11282857 Registered address: The Marketing Knot Ltd 5 Ribblesdale Place Preston PR1 8BZCompany Number: 11282857 WORK AT OVER DARWEN HOUSE The Key Challenges. The vision was aspirational and would require the support of some key individuals in the town – mainly the young and ambitious community members and businesses. Twelve months of networking and events prior to opening ensured Work at Over Darwen House had the support and community it needed. DESPERATE FOR SUCCESS DESPERATE FOR SUCCESS. I was on the treadmill running, trying to reach 5km. It might not sound like a long distance to you but it was for me at that time. And I was dying. No exaggeration – it was a horrible feeling. I was red, sweaty and struggling to get air into my lungs – you’d think I’d run a marathon. It felt like it in my head. HOW TO HANDLE YOUR MISTAKES Client happiness isn’t just about the quality of the work delivered but the quality of the experience. And how a client feels about working with me is just as important to me as the work we do together. Mistakes will happen but when they do we have an opportunity to show what we’re really about. MGS TECHNICAL PLASTICS MGS Technical Plastics are a manufacturing company based in Lancashire offering plastic injection moulding to local, national and global organisations. Specialising in the Automotive industry, the award winning company also service companies in the lighting, safety and security, hygiene and retail industries. Led by a team of technicalexperts
DREAMS DO COME TRUE
The Marketing Knot – something i’d been dreaming up and working on for the last 4 years came to life in all it’s full colour glory with her help. She is a living, breathing example that anything is possible and dreams do come true – when you have the balls to go after them.THE MARKETING KNOT
Step 3: Segmentation. No two clients or customers are ever alike, and that means we need to know exactly what makes them different. There is no such thing as a one-size-fits-all-approach in modern marketing, and here we’re going to determine what our next steps are based on the specific pair of shoes we’re walking in. (Absolutely critical WORK | THE MARKETING KNOT MGS Technical Plastics, a manufacturing company based in Lancashire, offer plastic injection moulding to local, national and global organisations. Working through the full Knot framework we created a strategy for growth, evolved the existing brand and developed new marketing assets before implementing marketing campaign activity. READCASE STUDY.
THE MARKETING KNOT
THE MARKETING KNOT. ONLINE COURSE. AND MENTORSHIP. Designed specifically for ambitious small business owners around the world that want to grow their business in a real, meaningful way and master this thing called marketing. The online course gives you the marketing expertise you want, the coaching and accountability you need and aproven.
CONTACT | THE MARKETING KNOT | RETREATS | LAKE DISTRICT Despite popular belief, marketing isn’t a magic wand but it can work magic. Start by telling me all about your business and what you’d love to change. The bigger the goals the better. I’m ready for KATHERINE, AUTHOR AT THE MARKETING KNOT – The Marketing Knot Ltd Company Number: 11282857 Registered address: The Marketing Knot Ltd 5 Ribblesdale Place Preston PR1 8BZCompany Number: 11282857 WORK AT OVER DARWEN HOUSE The Key Challenges. The vision was aspirational and would require the support of some key individuals in the town – mainly the young and ambitious community members and businesses. Twelve months of networking and events prior to opening ensured Work at Over Darwen House had the support and community it needed. DESPERATE FOR SUCCESS DESPERATE FOR SUCCESS. I was on the treadmill running, trying to reach 5km. It might not sound like a long distance to you but it was for me at that time. And I was dying. No exaggeration – it was a horrible feeling. I was red, sweaty and struggling to get air into my lungs – you’d think I’d run a marathon. It felt like it in my head. HOW TO HANDLE YOUR MISTAKES Client happiness isn’t just about the quality of the work delivered but the quality of the experience. And how a client feels about working with me is just as important to me as the work we do together. Mistakes will happen but when they do we have an opportunity to show what we’re really about. MGS TECHNICAL PLASTICS MGS Technical Plastics are a manufacturing company based in Lancashire offering plastic injection moulding to local, national and global organisations. Specialising in the Automotive industry, the award winning company also service companies in the lighting, safety and security, hygiene and retail industries. Led by a team of technicalexperts
DREAMS DO COME TRUE
The Marketing Knot – something i’d been dreaming up and working on for the last 4 years came to life in all it’s full colour glory with her help. She is a living, breathing example that anything is possible and dreams do come true – when you have the balls to go after them.THE MARKETING KNOT
A step by step marketing methodology that delivers intelligent strategy and cost effective implementation for ambitious, growing SMEs across the North West. WHAT ARE YOU SELLING? They’re selling opportunity. They’re selling an experience. A brochure can just be a list of courses on offer or it can be something more. Same goes for your marketing. Are you pushing a product or creating a connection. It doesn’t require a six figure budget, just a change of perspective. 4,361 Comments. benefits.DREAMS DO COME TRUE
The Marketing Knot – something i’d been dreaming up and working on for the last 4 years came to life in all it’s full colour glory with her help. She is a living, breathing example that anything is possible and dreams do come true – when you have the balls to go after them.STEP 7. ASSETS
STEP 7. ASSETS. Introducing The Marketing Knot: Step 7. Assets. This is the phase where most people start their marketing, never realising they’re missing the crucial steps of one through six! And by missing those steps they end up wasting time, money and precious energy. It’s time to create those assets that truly communicate howbrilliant
ARE YOU MISSING DISCIPLINE? Life has a way of working against your business plans and when that happens the only thing keeping you on track is the discipline you have and the habits you’ve formed. It seems to me that discipline is far more important than we realise. It might even be the most important quality we can have. 2,972 Comments. determination. Discipline.success.
WORK AT OVER DARWEN HOUSE The Key Challenges. The vision was aspirational and would require the support of some key individuals in the town – mainly the young and ambitious community members and businesses. Twelve months of networking and events prior to opening ensured Work at Over Darwen House had the support and community it needed.STEP 4. POSITION
In step 4 this is what we look at – the conversation going on in your marketplace, the message you have to share and the point you want to make. Building upon those earlier decisions in Steps 1-3 we can now start claiming our territory in the marketplace and taking ownership over our EDGE. Unlike hostile takeovers, however, the way you do IMAGE MATTERS. MORE THAN YOU THINK. Human nature is to judge. We all do it – even when we don’t realise it. Your business is being judged at every interaction and your brand is either being reinforced, increasing trust and credibility, or it is being undermined. It might not be fair but that’s the world we live in. Image matters. The good news is you don’t need pretend toBURN OUT IS A B*TCH
1. You (your business needs you at 100%) 2. Your Business (your clients need your business at it’s best) 3. Your Clients (they might be bottom of this list but it’s all a roundabout way of giving them the very best you have to offer) Once you have your priorities in order though you still need to be vigilant. Burn out doesn’tneccessarily
THE ROI BALANCING ACT Today, I went to the beachfront with my children. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.”__ __
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THE MARKETING KNOT
AN ALL-NEW, PROVEN, STEP-BY-STEP FRAMEWORK TO TAKE YOU FROM MARKETING SHAME TO MARKETING FAMETHE
MARKETING
KNOT
AN ALL-NEW, PROVEN, STEP-BY-STEP FRAMEWORK TO TAKE YOU FROM MARKETING SHAME TO MARKETING FAME. INTRODUCING THE MARKETING KNOT8 STEP FRAMEWORK
STEP 1: ACTIVATION
RULE #1 OF EVERY GREAT MARKETING PLAN: IT’S NEVER ABOUT THE MARKETING. IN THIS PHASE, WE’LL DO SOME OF OUR MOST PERSONAL WORK TO UNCOVER WHERE YOUR GREATEST HIDDEN STRENGTHS LIE—AND THEN FIGURE OUTHOW TO USE THEM.
S1: ACTIVATION
RULE #1 OF EVERY GREAT MARKETING PLAN: IT’S NEVER ABOUT THE MARKETING. IN THIS PHASE, WE’LL DO SOME OF OUR MOST PERSONAL WORK TO UNCOVER WHERE YOUR GREATEST HIDDEN STRENGTHS LIE—AND THEN FIGURE OUTHOW TO USE THEM.
STEP 2: INTEL
A SEASONED STRATEGIST KNOWS THAT HER STRATEGY IS ONLY AS GOOD AS THE INFORMATION SHE HAS, VERY MUCH LIKE A LAWYER DEFENDING A CLIENT. IN THIS PHASE, WE’LL USE DATA TO INFORM OUR ACTIONS, AND BEGIN CREATINGA PLAN.
S2: INTEL
A SEASONED STRATEGIST KNOWS THAT HER STRATEGY IS ONLY AS GOOD AS THE INFORMATION SHE HAS, VERY MUCH LIKE A LAWYER DEFENDING A CLIENT. IN THIS PHASE, WE’LL USE DATA TO INFORM OUR ACTIONS, AND BEGIN CREATINGA PLAN.
STEP 3: SEGMENTATION NO TWO CLIENTS OR CUSTOMERS ARE EVER ALIKE, AND THAT MEANS WE NEED TO KNOW EXACTLY WHAT MAKES THEM DIFFERENT. THERE IS NO SUCH THING AS A ONE-SIZE-FITS-ALL-APPROACH IN MODERN MARKETING, AND HERE WE’RE GOING TO DETERMINE WHAT OUR NEXT STEPS ARE BASED ON THE SPECIFIC PAIR OF SHOES WE’RE WALKING IN. (ABSOLUTELY CRITICAL IN MODERN MARKETING AND ALSO A LOT MORE FUN THAN YOU MIGHT IMAGINE.)S3: SEGMENTATION
NO TWO CLIENTS OR CUSTOMERS ARE EVER ALIKE, AND THAT MEANS WE NEED TO KNOW EXACTLY WHAT MAKES THEM DIFFERENT. THERE IS NO SUCH THING AS A ONE-SIZE-FITS-ALL-APPROACH IN MODERN MARKETING, AND HERE WE’RE GOING TO DETERMINE WHAT OUR NEXT STEPS ARE BASED ON THE SPECIFIC PAIR OF SHOES WE’RE WALKING IN. (ABSOLUTELY CRITICAL IN MODERN MARKETING.) (AND ALSO A LOT MORE FUN THAN YOU MIGHT IMAGINE.)STEP 4: POSITION
NOW, BUILDING UPON OUR EARLIER DECISIONS, WE CAN TAKE THE NEXT STEP OF CLAIMING OUR TERRITORY IN THE MARKETPLACE AND TAKING OWNERSHIP OVER OUR EDGE. UNLIKE HOSTILE TAKEOVERS, HOWEVER, THE WAY YOU DO THIS IS NOT BY TAKING GRAND, GRATUITOUS ACTIONS, BUT BY MAKING SMALL, MEANINGFUL MANEUVERSS4: POSITION
NOW, BUILDING UPON OUR EARLIER DECISIONS, WE CAN TAKE THE NEXT STEP OF CLAIMING OUR TERRITORY IN THE MARKETPLACE AND TAKING OWNERSHIP OVER OUR EDGE. UNLIKE HOSTILE TAKEOVERS, HOWEVER, THE WAY YOU DO THIS IS NOT BY TAKING GRAND, GRATUITOUS ACTIONS, BUT BY MAKING SMALL, MEANINGFUL MANEUVERSSTEP 5: EXPERIENCE
NO MATTER HOW WELL-THOUGHT-OUT SOMETHING MIGHT BE, THERE ARE ALWAYS GAPS, AND OUR JOB, IN THIS PHASE, IS TO LOCATE AND DESTROY. WE CAN’T HAVE ANYTHING UNDERMINING YOUR MARKETING AND SALES PROCESS, AND YET, THERE ARE SO MANY HIDDEN VARIABLES THAT CAN. HERE, WE’LL SEARCH, HUNT, FIND, AND ELIMINATE ANY THREATS TO YOUR SUCCESS, AND CONTINUE TO OPTIMIZE YOUR PROFIT PERFORMANCE.S5: EXPERIENCE
NO MATTER HOW WELL-THOUGHT-OUT SOMETHING MIGHT BE, THERE ARE ALWAYS GAPS, AND OUR JOB, IN THIS PHASE, IS TO LOCATE AND DESTROY. WE CAN’T HAVE ANYTHING UNDERMINING YOUR MARKETING AND SALES PROCESS, AND YET, THERE ARE SO MANY HIDDEN VARIABLES THAT CAN. HERE, WE’LL SEARCH, HUNT, FIND, AND ELIMINATE ANY THREATS TO YOUR SUCCESS, AND CONTINUE TO OPTIMIZE YOUR PROFIT PERFORMANCE.STEP 6: PROCESS
IT’S NOT ENOUGH TO GET A CLIENT OR A CUSTOMER TO THE POINT OF SALE—WE’VE ALSO GOT TO TAKE THEM BY THE HAND, AND LEAD THEM WHERE WE WANT THEM TO GO NEXT. WHETHER THAT’S LEADING THEM INTO AN UPSELL, A CROSS-SELL, OR SOMEWHERE ELSE IN YOUR SALES FUNNEL, MARKETING ISN’T JUST A SERIES OF EXTERNAL ACTIVITIES, BUT A SERIES OF INTERNAL ONES, AS WELL, THAT ENSURE THAT WE’RE ACHIEVING MAXIMUM LIFETIME VALUE FROM EACH AND EVERY BUYER. TO PUT IT SIMPLY: PURCHASING FROM YOU ONCE IS ONLY THE BEGINNING.S6: PROCESS
IT’S NOT ENOUGH TO GET A CLIENT OR A CUSTOMER TO THE POINT OF SALE—WE’VE ALSO GOT TO TAKE THEM BY THE HAND, AND LEAD THEM WHERE WE WANT THEM TO GO NEXT. WHETHER THAT’S LEADING THEM INTO AN UPSELL, A CROSS-SELL, OR SOMEWHERE ELSE IN YOUR SALES FUNNEL, MARKETING ISN’T JUST A SERIES OF EXTERNAL ACTIVITIES, BUT A SERIES OF INTERNAL ONES, AS WELL, THAT ENSURE THAT WE’RE ACHIEVING MAXIMUM LIFETIME VALUE FROM EACH AND EVERY BUYER. TO PUT IT SIMPLY: PURCHASING FROM YOU ONCE IS ONLY THE BEGINNING.STEP 7: ASSETS
NEXT UP: WE’LL MAKE A PLAN FOR CARRYING OUT OUR VISION, STRATEGY, BLUEPRINT AND BATTLE SKETCHES. IN THIS PHASE, WE’LL DETERMINE WHAT WE CAN EXECUTE NOW AND WHAT WE NEED TO IMPLEMENT SLOWLY, ACCORDING TO BUDGET. WE MAY START WITH SOMETHING AS SIMPLE AS OVERHAULING YOUR WEBSITE COPY, OR, IF WE DETERMINE IT’S NECESSARY TO INCORPORATE SOME NEW DESIGN ELEMENTS, WE’LL MAKE A PLAN FOR THAT, TOO. ULTIMATELY THIS IS THE PHASE WHERE MOST PEOPLE START THEIR MARKETING PLAN, NEVER REALIZING THEY’RE MISSING THE CRUCIAL STEPS OF ONE THROUGH SIX.S7: ASSETS
NEXT UP: WE’LL MAKE A PLAN FOR CARRYING OUT OUR VISION, STRATEGY, BLUEPRINT AND BATTLE SKETCHES. IN THIS PHASE, WE’LL DETERMINE WHAT WE CAN EXECUTE NOW AND WHAT WE NEED TO IMPLEMENT SLOWLY, ACCORDING TO BUDGET. WE MAY START WITH SOMETHING AS SIMPLE AS OVERHAULING YOUR WEBSITE COPY, OR, IF WE DETERMINE IT’S NECESSARY TO INCORPORATE SOME NEW DESIGN ELEMENTS, WE’LL MAKE A PLAN FOR THAT, TOO. ULTIMATELY THIS IS THE PHASE WHERE MOST PEOPLE START THEIR MARKETING PLAN, NEVER REALIZING THEY’RE MISSING THE CRUCIAL STEPS OF ONE THROUGH SIX. STEP 8: IMPLEMENTATION THE GRAND FINALE: RELEASING OUR NEW STRATEGY OUT INTO THE WORLD. I’LL CRAFT A CUSTOM IMPLEMENTATION PLAN FOR YOU TO EXECUTE CONFIDENTLY ON YOUR OWN, KNOWING EXACTLY WHAT YOU NEED TO DO AND HAVING ALL THE TOOLS FOR THE JOB IN PLACE. THIS IS THE MOST REWARDING OF THE PHASES, THAT’S FOR SURE, AND CAN OFTEN BRING A SURPRISING MIX OF EMOTIONS: HAPPINESS, FOR HAVING DONE THE HARD WORK OF DEVELOPING AND EXECUTING A WHIP SMART, INTELLIGENT, INFORMED MARKETING STRATEGY, AND A BIT OF SADNESS, BECAUSE ALL OF THE EXCITEMENT IS COMING TO A CLOSE, LEAVING YOU WITH NOTHING BUT THE FUTURE TO LOOK FORWARD TO—WHICH, WHEN IT’S ALL SAID AND DONE, IS NOT A TERRIBLE THING TO HAVE ON THE HORIZON. ESPECIALLY WHEN THERE IS MORE MONEY TO BE MADE, AND MORE IMPACT TO BE HAD.S8: IMPLEMENTATION
THE GRAND FINALE: RELEASING OUR NEW STRATEGY OUT INTO THE WORLD. I’LL CRAFT A CUSTOM IMPLEMENTATION PLAN FOR YOU TO EXECUTE CONFIDENTLY ON YOUR OWN, KNOWING EXACTLY WHAT YOU NEED TO DO AND HAVING ALL THE TOOLS FOR THE JOB IN PLACE. THIS IS THE MOST REWARDING OF THE PHASES, THAT’S FOR SURE, AND CAN OFTEN BRING A SURPRISING MIX OF EMOTIONS: HAPPINESS, FOR HAVING DONE THE HARD WORK OF DEVELOPING AND EXECUTING A WHIP SMART, INTELLIGENT, INFORMED MARKETING STRATEGY, AND A BIT OF SADNESS, BECAUSE ALL OF THE EXCITEMENT IS COMING TO A CLOSE, LEAVING YOU WITH NOTHING BUT THE FUTURE TO LOOK FORWARD TO—WHICH, WHEN IT’S ALL SAID AND DONE, IS NOT A TERRIBLE THING TO HAVE ON THE HORIZON. ESPECIALLY WHEN THERE IS MORE MONEY TO BE MADE, AND MORE IMPACT TO BE HAD.LET’S GET KNOTTY
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– THE MARKETING KNOT LTD Company Number: 11282857 Registered address: The Marketing Knot Ltd 5 Ribblesdale Place Preston PR1 8BZ* About
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