With today's advanced marketing technology, you've probably read about a billion reasons why you need to utilize big data to convert leads into actual customers. Speaking from experience, I can say that it certainly does make the sales and marketing process infinitely more efficient.
In case you're unfamiliar with the process, high-growth companies basically buy lists of leads, and then run them through predictive marketing platforms to score each lead by how likely the customer is to buy. Certain platforms even create full marketing strategies based on the data. With this method, there's always a constant pipeline streaming with new leads and sales teams focus their attention on the best leads.
The trouble is, unless you're an enterprise company, you're not going to be able to afford that technology. But you still need to be able to mimic that process (on smaller scale) to be the most efficient with your marketing and sales efforts.
When you ask most small-business owners what role marketing plays in their business, unfortunately, most of them don't have a clue. What they do know is that they need constant qualified leads in their business pipeline if they want to grow. How do you achieve this when you're on a shoestring budget? "Strategy, of course!" says Scott Hansen, who is known for his 40-minute business makeovers that help small-business owners find $10,000 in their business without their spending one dollar on marketing or advertising.
"You have to realize there's a systematic approach to marketing," he explains. As you follow his "recipe," you will start noticing a dramatic improvement with your overall bottom line in your business.
Most websites fail to convert customers because they lack an emotionally intelligent strategy. Here, Scott outlines how to turn your website into an efficient, lead generating engine.
1. Have a detail-oriented plan.
Being organized is one of the most important qualities to have when you're building your marketing strategy. Not only is an overarching strategy essential, but your day-to-day tactical plan requires some critical thinking. Before you launch a campaign, such as announcing your new small business or appearing on the local news as an expert, it's crucial to have a step-by-step outline of how you plan to promote it. Too often, campaigns fall apart because one step wasn't fully thought out.
Now that you have a marketing GPS, the last thing you want to be is boring.
There are too many boring messages in the marketplace. Your first goal is to be heard. The only way your prospects will do business with you is if they know you exist. There's a lot of "noise" out in the marketplace. You might have the best product/service, but what does it matter if nobody knows about it. The interrupt is done through your headline if your marketing is in print ... or it's the first thing you say if you're marketing through radio or TV. There's a lot of noise out there. If you're headline doesn't grab attention, the rest of your marketing will go un-noticed.
Once your prospects are interrupted, it's critical you give them the promise that information is forthcoming that will help them make the best buying decision possible. In other words, it must help facilitate their decision to pick you over anyone else. This is the job of our sub-headline.
The interrupt is the headline that highlights a specific problem that your prospects are looking for a solution to, and the engage is the sub-headline that promises them that you offer a solution to the problem that was mentioned in the headline.
It's all about the education. Once we've interrupted and engaged your prospect, you have to give information that allows them to logically understand how and why you solve the problem they're facing. This is typically done in the body copy of your ad. When you educate, you will need to reveal to your prospects the important and relevant information they need to know when making a good decision.
This is when you start to build your Know-Like - Trust factor towards your prospects. They start to see you as a potential ally in helping them achieve the results they're looking for.
The interrupt and engage hit the prospects emotional hot buttons. Educate is the logic they need to justify picking up the phone and calling you.
Now that we've interrupted your prospects based on problems that are important to them and engaged them with the promise of the solution, and they've examined the educational information that makes your solution real and believable, the last step is giving them a low-risk way to take the next step in your sales process.
We do this by offering a free marketing tool, such as a report, brochure, seminar, audio, video, or something that will continue to educate them. Your offer will allow your prospects to feel in control of their final decision to call and buy from you.
I always suggest under-promising, and over-delivering on your products/services.
If done properly, your prospects will now become super fans, which could help you achieve new business through referrals, JV partners, or affiliates.
Most marketing today contains only two of these components. They interrupt by throwing something at you that's either familiar, or unusual like a monkey or talking pets. Then, once they grab your attention, they make you some type of offer such as "call now for whatever." They have left out the engage and the educate, and marketing seldom succeeds when that happens.
This proven marketing equation contains the fundamental components for instantly making your phone ring and positioning your business as the dominant force in your market.