You don’t have to be super creative or a genius to market your small business. You only need 5 marketing strategies. How many do you use?
While many companies make a super-detailed, super-expensive, marketing campaign using only the newest technology, there are only 5 main strategy that you need, and you have to make all 5 work.
If you create these 5 strategic elements and cover these areas of your marketing, you can sleep better, because you are better than the average marketer. You can have a successful strategy, even if you have a small budget, or you don’t have that many marketing tools.
These 5 areas are the 5 main steps of the customer journey – from being someone who has never heard of you – to becoming a raving fan and a brand advocate.
If you skip a step, you will never achieve the same results.
The 5 areas are:
Marketing strategies to collect as many people as you can who never heard about you. These marketing tools collect and qualify the leads, so you will gradually build a list of those who raised their hands and said they are interested.
Marketing strategies to make these people confident and happy. You basically “prepare” them to convert to buyers.
Marketing strategies to make people finally open pull out their credit card and buy something. This will generate more profit, and more customers.
Marketing strategies to sell again and again to your customers. The result: growing business. Without this, your business can reach a point where it stagnates and never grows bigger.
Marketing strategies that generates new leads from the existing customers. And you don’t even have to pay for these leads.
If you have all of these marketing strategies, then you did a great job. But I know you will read the rest of this article, because as you know, the devil is in the details.
The first strategy: Can I get a date?
Turning cold prospects to interested leads is an art form. Cold prospects are those who have never heard about you. They come into your store, but are just looking instead of buying. They may ask for a catalog of your product line. They watch a free demo about your product.
Most business owners call them “free-loaders” and don’t pay attention to them. But a smart marketer knows that they are just starting a successful business relationship with you. And this is how it starts.
What do you do with them?
Ask for their phone number. Or any other personal information. They can’t leave your store or website without giving you contact information where you can reach them with your next offer.
If they come into your store, tell them that you will give a free catalog or other marketing material, but ask for their address so you can send it to them.
If they visit your website, let them know that they can subscribe to your email list, or they can download something valuable for free, if they give you their email address.
If you announce a free demo event, tell them that they have to register for the event.
How does it work?
The more marketing channels you have to collect and qualify new leads, the better your chances of growing your customer base quickly, and selling to those people.
The second strategy: Can I get a dance?
Your goal is to convert these leads to customers. But before you ask them for a sale, you have to engage them.
Because you know their contact information, and you know what kind of content or what topic they are interested in, you can easily send them useful information that brings them closer to a purchase.
Before they buy, they need an emotional connection, which starts with trust.
This is the stage where you have to build your authority, show your expertise, and give a sneak peak of your business.
Send them a blog post you wrote. Or an ebook, or an infographic. Invite them to a free workshop or training. Send them a personal video.
A lot of companies skip this step and try to jump ahead. But if they don’t, and work to engage their customers, they will double or triple their sales, and convert more lead to customers.
Wouldn’t you buy from someone you know and trust? Rather than right after the first interaction?
Your customers feel the same. Entertain them, educate them, nurture them before you go to the next step.
The third strategy: Welcome, customer
With the previous strategy, you grow your list every day and month, and you have people who crave information. They need some motivation to buy your product. They need details about it.
This can be a DM piece, a flyer, an email, or a sales letter. You don’t just sell to these people, but send them educational information so that they can see you as an expert, trust you, and finally buy from you.
To make them buy from you easily, you can offer a low-cost Tripwire. This is a valuable piece of information or product the customer needs, for a low price, something between $1-$20. The goal here is to break that imaginary line that makes a prospect open their wallet and give you their credit card information.
Now they are your customers – they bought something. And it will be so much easier to sell them a more expensive product, because they are confident and happy with your products.
How to structure the Tripwire offer:
- Wake up their curiosity with a compelling headline that makes them read the rest of the offer.
- Show them how big their problem is without your product, and that it can become worse.
- Provide a detailed description that shows the customer everything about the product.
- Answer all the possible questions and erase any doubts the customer might have.
- Create an emotional attachment and reinforce it with logical explanations.
- Give a short deadline or time limit to buy the deal.
Without a Tripwire offer, a big percentage of your leads will go away, and not engage with your brand.
Maybe you have enough customers and profit now – but can you imagine how many extra sales you could make with this technique?
The fourth strategy: Welcome back!
This is the step that differentiates the company who is just successful, and the company that grows with boosted speed. After someone buys something, businesses tend to forget about them, and focus only on new leads. This is a huge mistake!
It’s easier and cheaper selling to existing customers than generating a new customer from a cold audience.
I don’t call people who bought one product “customers”. They are just buyers. I talk about customers when you have a CONNECTION with them. Like you treat your friends or family members better than other people, you have to treat your customers better than other leads.
You have to build a relationship with your customers. A little gift, postcard, or phone call – not just to sell something, but to thank them for their loyalty. The same little things that make a husband-wife relationship better.
You can reach your current customers through direct marketing, because you already know their contact information. You have an opportunity (birthday, last purchase, a new accessory for their purchase) to send them something useful or just something nice.
This area of marketing will cost a little more each month or year, because your existing customer number grows, which means the communication between you and them will grow as your audience grows.
The last marketing strategy is something that boost your sales like a sky-rocket without you doing anything. Give us a Like to read more marketing strategies you will ever need!
The fifth strategy: Thanks for your review
This is the last step of this marketing strategy: when you have a pool of happy and confident customers, it’s time to ask them to share it with their friends and colleges.
It can be passive, for example, asking them to show their name and website on your website as a reference. Or getting a testimonial video.
Or it can be active, such asking them to let you share their story in a short case study or a video. Or you ask them to bring their friends to your store.
A lot of companies reward their loyal customer only when they refer someone who buys something. This is a huge mistake.
Your customer’s job is to refer a new lead to you, not to sell them. So it’s only fair that you reward them for the REFERRAL, not for the purchase.
This referral is a new lead, who can be a customer, repeated customer, or even brand advocate. You win more on one lead than you lose on the reward.
So turn your customers to lead generators! Be generous, and give them a nice reward. It’s just a fraction of the money that you would spend to generate a new lead from cold audiences.
And these leads work better, because they already heard about you from someone who trusts you.
You have to spend on ads only in the first strategy. All the others can be done by direct marketing. That’s why it’s good if you focus on the next steps of a lead, not just focusing on getting new leads and selling them. Then the relationship is over, and you have to go back to get more cold leads.
But if you take the other 4 steps, you will convert these leads to customers more easily than you would with cold advertising.
This is why cold promotional ads don’t work. You can’t advertise your offer to cold prospects. You can’t skip the steps. If you do, your marketing will be less effective, and more expensive.