Post on 14-Jan-2015
description
InnovationThe core to effectively marketing your business
Four Steps to Powerful, Meaningful Marketing
Empathize
What are the reasons that your prospects WOULD NOT buy your product?
What are the most common questions your prospective customers ask you?
What questions SHOULD your prospective customers ask?
What are concerns common to your prospects’ demographic group that are relevant or can be addressed by your product or service?
Empathy: Understanding Customer Concerns
Age Marital status
Financial
status
Family status
Living situatio
n
Career status
Basic demographics
Four questions to tap the root of motivation
Innovation: 5 ways to design your business around the needs motivations of your customers
Creativity is key!
•How can you do what you already do better in such a way that it serves YOUR TARGET MARKET better?
Conduct your business better:
•Offer a guarantee, share your knowledgeCreate trust:•What related service or product can you add to your business to make it more attractive?
Related add-on/modification:
•Looking at what motivates your customers to work with you, how can you change or add-on to your service to help them better achieve that goal?
Motivational add-on/modification:
•What special needs and concerns do your target market have that you can help solve?
Demographic add-on/modification:
CommunicationMore than just getting your point across . . .
• Getting qualified prospects to pay attention (think about your headlines or email subject lines)Capture:
• Getting those who do pay attention to remain interested (you’ve got a matter of seconds. Use sub-headlines and/or the first line of communication)
Connect:
• Giving enough information to make the prospect feel like he/she can make the best decision (body copy / text / evidence)Inform:
• Getting the prospect to take action based on information given (offer)
Incentivize:
• Create systems to make the process of following-up and guiding your prospects through your process automatic.Automate:
5 Components of Strategic Messaging:
What is the one concept you can take-away today that will cause the greatest boost to your sales?
AutomationAssure that your message is received effectively and consistently
Lack of Follow-upThe Epidemic
70% of leads generated by marketing departments are not followed up on by salespeople
This is in organizations which have DEDICATED SALESPEOPLE!
Can you imagine what this number is for Small businesses and solo businesspeople?
The Consequences
Lost sales
Wasted time and energy
Stress and anxiety
Damaged reputation and relationships
What This Could Mean to You:
780 leads per year
234 followed up on
23.4 sales closed$ 35,100
Based on: 30% follow-upAverage $1500 sale - 15 leads per week – 10% close rate
What This Could Mean to You:
780 leads per year
546 followed up on
54.6 sales closed
$ 81,900
Based on: 70% follow-upAverage $1500 sale - 15 leads per week – 10% close rate
Lack of follow-up is costing you:
$46,800Left on the
table!
(30%) Follow-up rate)
Sales$35,100
(70%) Follow-up rate)
Sales$81,900
The Solution: Plan Your Follow-up BEFORE The Fact!
Reduce your stress
More likely to follow-through
Allows for more timely follow-up
Better success rate
More sales
Follow-up vs. Drip Marketing
•People that you have had contact with in one way or another.
Familiarity
•Even with automation, they involve interaction on both sides: Both sharing and collecting information from the other party.
Two-Way Communic
ation
Important Factors in Developing Your Follow-up Campaign
•Can you break down into groups where communication will be similar for everyone?•AKA: Can it be adequately personalized•Don’t let this one fool you!Grouping•Do you plan to have a large number of people needing this same communication?•Do you need to contact them many times?
Number and Frequency
•If your contact segment is too small, or requires too much customization, your time automating will not pay-off
Will it save time for you or your prospect?
•Again, don’t be fooled by this. There are many ways to automate at least part of your follow-up in a tactful way
Etiquette and confidentiality
•Plan when, where and how you’ll include personal interaction Personal contact
Purposes for follow-up campaigns:
Collect information
Qualify
Audience Segmentation
Set expectations
Collect referrals
Product or Service communication
Follow-up Tools & Technology
• Advantages:• Affordable• Can be planned-out, yet still quite customized
• Disadvantages:• Time consuming (especially if you have large numbers of
prospects)• Require discipline
• Tools• Copy and paste email templates• Call scripts, etc.
Manual
Follow-up Tools & Technology
• Advantages:• Take a huge burden off of your shoulders• Assures consistency and prompt follow-up• Once set, minimal maintenance
• Disadvantages:• Can feel less personal unless properly automated• Only reaches your audience through one media
• Tools• Email auto responders• Automated mailing services• Text marketing services, etc.
Single media auto-responder
Follow-up Tools & Technology
• Advantages:• Same as single media auto-responder plus:• Reaches your client through multiple platforms• Can be customized to add a personal feel to
correspondence• Disadvantages• More costly.
• Tools• Cross-chanel drip marketing tools
• Visit: http://sedulousmarketing.com/marketing-services/automated-followup-system to sign-up for a demonstration of one service.
Multiple media auto-responder
Important factors in planning follow-up
Have a goal
Be authentic
Be personal
Provide value
Plan one-on-one communication
List Segmenting
Your message will be more effective if you
tailor it for the audience.
Prospective customer
Referral partner
Supplier/Service provider
Influencer
Current customer
Type of RelationshipList Segmenting
Immediate need
Mid-range
Long-term
MotivationList Segmenting
Set an appointment
Opt-in
Purchase
Connect
Inform
Qualify
Desired Action
List Segmenting
Follow-up Platforms
Most Common:
• Email• People who have
raised their hands as being interested in your product or service
• Consistent and “on-target” subject and message
More Advanced:• Text• Short, more urgent
and time-sensitive messages
• Your message will almost always be read in less than 5 minutes.
• Voice• Most attention-
grabbing• Most personal
Next steps:
Text your name and email address to: (707) 629-4840 to receive access to this presentation and worksheets. (Do it now!)
Spend some time and choose one group of people you would like to create a follow-up campaign for.
Sign-up for a one-on-one consultation at the registration table