The 4 Marketing Channels You Actually Control | 7 Steps to Small Business Marketing Success – Episode 5

John Jantsch (00:01.708)

Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch, and again, no guest. I'm doing this series of seven steps to small business marketing success. This is actually episode number five. So go to the show notes. You can find all the other episodes if you are behind on this. but I'm gonna dive into episode or step number five. and this one really talks about pipelines. Having a great, healthy pipeline is awesome, isn't it? Unfortunately,

many people don't own their pipeline. And this is going to be easy to test. I'm gonna really talk that's what I'm gonna talk about today. But if if let me ask you this. If your biggest channel disappeared tomorrow, the platform shuts down, alg algorithms change, cost doubles. how long before your pipeline would dry up? be honest. most of the folks that I encounter 30 days or less. and that's really risky, and that is the cost of

Renting versus owning your pipeline. And I I want to talk about a little bit about those terms. If you own it, that means you control it. you decide who's on it, what reaches them. no platform's really going to change that is going to to to really make that go away. That's that's the true idea of owning. So I mean, you own your website, you own your email list, you own your social media.

To some degree, although those are really controlled as well. So I want to get into some of the things that I believe if you want to truly own your pipeline, you have to actually own all the assets that drive your pipeline to the extent that you can. Now, when you hear marketers talk about owned media, earned media, paid media.

When I'm talking about renting, really that's what paid media is. And to some degree earned media, which is great, the publication writes about you. some

John Jantsch (02:07.638)

search platform sends traffic to you. Yeah the social media platforms, you know, people follow you and you know on YouTube or something and and then click over to your website. Those are all things that you you kind of earn mentions. But again, those are really not under your control. I mean those are things that could theoretically go away tomorrow. YouTube changes their algorithm and you no longer get any traffic from it. so that's why I want to focus on this idea of own. you know someone else

on in on most pipeline, rented pipeline, somebody else owns it, you pay for access to it, you play basically by their rules. and and the the beauty of that, of course, is that that can happen instantly. If you're a new business and you go to Google AdWords and you open an account and you start advertising, I mean you can actually generate pipeline, you know, immediately. But as many people have experienced, that pipeline

Can get more and more expensive every single year, less and less profitable every single year. they change the rules, and all of a sudden you can't talk about your product or service in the way that you want to in your ads. I mean, there are all kinds of things that that are there. and a business and and the challenge is this rental model is very fragile, but it can be invisible too, right? A business can look very healthy.

Be chugging along, but it's 70% of their pipeline, 70% of their customer growth comes from rented channels. And all of a sudden, you know, they disappear overnight because something changed. So here's a here's an audit that I would tell you to do. You can do this live. lift up list every lead source that's produced revenue for you in the last 12 months. And I know sometimes that's hard to attribute where the revenue came from, but

Spend some time thinking about where your revenue comes from, what lead source, and start marking: is this owned? Is this rented? or you know, rented is the same as paid. you know, and and really kind of look at what's the ratio. All right. So I want to talk now. Now that you've done that, I'm gonna talk about the the the four owned channels and why you need to really put more emphasis, probably.

John Jantsch (04:30.828)

need to put more emphasis on those and less on the rented ones. So the first one is email. I've been around for a very, very long time. We started, we started, I think, heavily using email right at the end of like in the 90s, 97, 98, 99, all of a sudden email became a thing. everybody was, you know, really adopting it. And I swear, you know, once people, once people learned the marketing

value of having an email connection with somebody. Of course they started abusing it. And that's why a lot of people have then declared almost every year from about 2000 and well, let's say 2004 or so when social media started cropping up that the email was dead. How many times have you heard that one, right? At least for 15 years. But it still works. It's still one of the most valuable channels. and I

contend that it probably will remain. Now it it it has gotten harder to make effective. and that's really more because people have abused it and because people have other options that that they've spent on. And you know, there's so much spam and cold, you know, outreach that comes through those that have have actually made people, you know, not like email, if you will, but but a qualified email list that you have built over five years, direct, reliable,

owned is really one of the most efficient channels that you can have. But again, qualified, nurtured, not abused, members of that list can can be really one of the most valuable marketing assets that that a business has. key word again, qualified. people asked to be on it. It was not scraped, it was not bought, it was not added. this is

This is actually your first layer of content, if you think about it. The principles that make content work apply. Genuine point of view, useful, specific. So when you're sending email out, that is part of your content plan, right? So genuine point of view, built on one of your core principles, built on one of your hub page, one of your

John Jantsch (06:52.0)

elements that you're using in all of your marketing, all of your content. Ca email in a lot of ways is a content channel. It's not necessarily a sales channel. It certainly can be. You can earn the right to sell very directly in email, but it is first and foremost, it is a content channel.

John Jantsch (07:12.278)

And again, you know, a lot of I think a lot of people, partly because of spam and things that have gone on, you know, feel like, you know, email doesn't feel that exciting anymore, right? And I think that that's a lot of times the edge. you know, the the the real and and again, I'm not talking about necessarily all the ways that people are using it and abusing it. I'm talking about the ways that you have the ability to have a direct conversation. And that and that's you know, that's probably one of

It's one of things I forget all the time, but it's probably one of the core principles of email is we feel like, okay, this email is going out to 20,000 people. So we're writing it like it's going out to 20,000 people. What if you wrote it like it was going out to one person? That you told a personal story, that you were vulnerable, that you shared a a a point of view that might not be accepted by everyone. That's how you have to think about all of your writing.

You're writing it to one person. Whether it's a YouTube video, an email, a social media post, it's not, hey guys, hey everyone listening. It's hey, you one person, I wrote this directly for you, or at least you're gonna feel like I wrote this directly for you. That's how you make email, certainly a potent channel. I wrote an entire book about this second channel called the Referral Engine. and I'm

Happy to say that that book has remained evergreen because the referrals are not some hack that come about because of the next platform. They are genuinely earned if you actually focus intention on them. Obviously, you've got to do good work to get referrals. But after that, if you are intentional about how they are are created, referrals are they're probably for most of us, they are the best leads. they already

arrive kind of pre-trusted. they close faster, they're less price sensitive. They're more likely to refer other people because that's how they came to you. most small businesses, I think most small businesses, hopefully you do, receive some referrals, but they happen accidentally. that's hope. That's not a system. there are three parts to a an effective referral system. There is a specific ask, there is a specific moment.

John Jantsch (09:33.738)

And there is an easy path. So here's what I would here is who I serve and I would like what I would like you to do. you do that at a moment when the client or the yes, the the client or the you know, the person, it's the right time to ask them. It's it's the moment of truth, as I've called it before. And then you make it very easy for them. Most businesses are missing two and three. I mean, they think about like, yeah, okay, I I'm

Gonna go out and ask people for referrals, but I'm not gonna do it, I'm not gonna have it as a planned moment. I'm not gonna have it make sense, I'm not gonna actually make it really easy for them to do. You add those two pieces of it, and you know, right after the customer experiences something good, you make you make that ask land right then and you make it easy for them to do. Now, the the third channel is that you can own.

Is one that is a branch of referrals to some degree. not exactly. and that's partnerships, strategic partnerships. I don't know why more people don't spend more time on this particular channel. non-competing businesses serving the same ideal client are are probably the most underutilized, underused lead source that any small business can have. And it's it's not even close. I built in the early days my entire following, my entire business.

My entire platform around these strategic partnerships because it was so easy for me to take the fact that I was early on producing content and others, people started realizing we need content, we need to educate, we need to bring our communities together. And all of a sudden I was a ready-to-tap source. And so they put me in front of their audiences. So the ideal client.

Every one of your ideal clients needs other professionals. every one of your ideal clients has other needs. If you're in the home services business and you are an electrician, they also need a painter and a plumber and a roofer and a person to do landscaping. so if you could start to develop relationships with all the people that also serve your ideal client, and you can activate those relationships.

John Jantsch (11:49.54)

have them if if you have a podcast, have them on your podcast, you be on their podcast, write content for each other. There's lots of ways that you can actually start developing these relationships so that these strategic partners then have a have a a real reason, but also your top of mind when it comes to referring you. And then the fourth one is is still just direct relationships. The more AI becomes invasive.

Is that the right word? In our lives and our businesses, the more human element is going to become important. So if you're using AI to actually become more efficient and to free up time, take that extra time, take your team's extra time and start doubling down on networking, on speaking, on associations, on in industry, in person industry participation. Spend more time doing those kinds of things because.

those still pay off and they they're gonna pay off I think even more as people try to automate and and have you know robots theoretically doing their content. I I still don't know that we're ever gonna actually get to that point. But I think the real opportunity right now is to double down on the human content. So do that owned versus rented audit. Do it this week. if rented is more than half then really

The owned growth engine is really the work that you need to focus on. So this is step number five of the seven steps to small business marketing success. Hopefully you're enjoying this series. You can go to our website at Duct Tape Marketing to find the rest of the episodes or the rest of the steps in this. and and obviously six steps six and seven are coming. These are all if you just want to get the ebook all in one shot.

It is dtm.world slash seven steps. you can get it for five bucks. if you want to actually talk to one of our consultants, it is duct tapemarketing.com consultation. So if these are making sense, that actually next step might make sense for you. Go grab the ebook or go grab a a strategy call with one of our advisors. All right. Thanks for tuning in, and hopefully we'll see you one of these days out there on the road.