The 3 Phases Of Marketing

The 3 Phases Of Marketing

Remember that thought that went through your head back when you started your business? You know, when you finally realised all of the extra jobs you had to do, now you run a business? One very important job all business owners have is marketing and sales, as without this you will have no customers. “Ugh… I wish someone could just do this for me so I can concentrate on what I do best!” Well That Should Be The Goal There are just a few ‘phases’ business owners go through to get to that awesome place where they outsource and automate all of the ‘extra business things’ to other professionals. In marketing, I call these 3 phases: Pre-Plan Phase Implementation / Testing Phase Delegation / Outsource Phase Why Go Through These 3 Phases When You Could Just Automate Straight Away? Because it usually isn’t that simple to outsource the important task of marketing – at least not to make it successful, effective and bring you a good return on investment. In order to successfully delegate and outsource, you first need a marketing plan. Next, you need to test this plan to make sure it gets results in the real world. Once those 2 boxes are checked you can hire someone to implement your plan for you. If you decide to go ahead and skip straight to phase 3 without a planning or testing first, buckle yourself in as you’re going to have a bumpy and expensive drive… Plan Yourself, Delegate Later The thing that business owner don’t realise is that when they jump in at the deep end and hire...
What Are You In Business For?

What Are You In Business For?

Do You Have Explicit And Specific Goals For Your Business? Now I’m not talking about how many new clients you obtain each month or how many employees you have, i’m talking about overall aims and goals for your business and how it fits into your life. What kind of goals / aims am I talking about? Personal – the reason you are in business in the first place (passions / needs / etc) Financial – the amount of money you need to earn to do what you want Lifestyle – how you want to spend your time (work from home / have more free time / travel / etc) Let me ask you a question… Do You Want To Live Life On Your Terms And Create The Kind Of Life YOU Want To Live? Isn’t that partly the reason you got into Business in the first place? I know this is a marketing blog, so you may be wondering why I’ve chosen to focus this article on business goals. The reason is that your business goals will determine what marketing strategy will be right for you in your business. Your marketing strategy needs to be designed so that it compliments your business goals and allows you to achieve them. So you need to know what your business aims are first. If you want to achieve and live your dream lifestyle, it’s important to be clear on exactly what it is that you want so you can figure out how to get it. Don’t you think? I see many business owners 5 years down the line, working their asses off...
Benefits Of Offering Multiple Products And Services

Benefits Of Offering Multiple Products And Services

How many different products / services do you offer in your business? Do each of these products / services require your time to deliver or are they automated? Can you scale these products to deliver them to multiple customers at a time? Do your products / services allow you to make recurring income off one sale, or is it just a one-time payment? These are questions you should seriously consider in your business as the type of offerings you deliver to your customers may be the difference between having the business of your dreams or your nightmares… Let Me Explain… Business owners generally have 3 aims for their business. Some they may be more aware of than others, but they are: Personal Aims (why they are in business in the first place – passion / need / etc) Financial Aims (the figure they want to earn) Lifestyle Aims (work from home / work from their laptop / have freedom / travel / etc) In a future article, we’ll be talking about aligning these 3 aims in your marketing more thoroughly, but for now, let’s just stay focused on the big picture relating to your offerings. Products And Services Impact Business Aims For instance, if one of your business aims is to allow you the freedom to spend more time with your family, delve into a hobby, or just generally not work more than the standard 40 hour work week, the time you spend delivering your products / services will impact on this aim considerably. If your work involves you working one-to-one with people, then in order to make money, your...
Nurturing Your List Towards A Sale

Nurturing Your List Towards A Sale

You’ve worked your socks off to build the elusive ‘list’, yet you’ve only managed to get just a few sales.,, How can you turn more of your list into paying customers? With A Nurturing Campaign A nurturing campaign is a focused and structured way to build a relationship with your customers, gain credibility, trust, and position yourself as a reputable person / business that can help your customers get what they want. This is where things like blogging, social media postings, and regular emails come in. Now many business owners these days have blogs, send emails out, and post things on social media, and often moan that these things aren’t working for them. There are a few questions I usually ask them at this point: “Is what you are doing really ‘nurturing’ or is it something else?” “Does your content have a clear and structured outcome / purpose?” Misconceptions about Nurturing “Is what you are doing really ‘nurturing’ or is it something else?” A lot of times, when business owners are blogging, sending out emails, and posting on social media, they are confusing nurturing with Advertising and Collecting Leads, and that often causes them to receive very poor results in terms of enquiries, sales and leads. Nurturing, Advertising and Collecting Leads are all different, yet very important aspects of the marketing process, but it is important not to mistake one for the other as they all have different outcomes. Outcomes: Advertising – To attract a stranger’s attention and move them towards explicitly stating their interest by taking some form of action. Collecting Leads – To filter out people who...
List Building 101

List Building 101

So, you have identified a brilliant Niche for your business which has plenty of selling opportunities and a strong want / need that you can full fill with a product or service. You have also identified several ways you can advertise to people in that Niche, whether that be with PPC Facebook Ads, Networking via LinkedIn, a Viral content strategy, or something else. Now What? The next hurdle you face is to establish a form of communication with your potential customers so you can nurture them towards a sale. This is important as most of your customers will not be ready to buy from you the first time they come across one of your advertisements. The most common situation a potential customer finds themselves in is: Wanting to learn more about you and your business to see if you are credible / trustworthy Wanting to discover if you can actually help them get what they want / overcome their problem Wanting to come back to you at a later time when they are ready to buy (they may be out and about / not in a position to buy anything at the very moment they see your advertisement) Is Collecting Leads Essential? If you don’t collect leads following your advertisements, many people who would buy after receiving more information from you (nurturing), will still be out there needing / wanting your service. After a while, if they can’t remember who you are (which is likely), they will probably buy from your competitor. As I mentioned in a previous article, we see on average around 300-700 marketing messages per day....
The ‘So What?’ Principle

The ‘So What?’ Principle

In my eyes, every single time either yourself or your business is seen by the eyes of a potential customer, or anyone for that matter, you are advertising. So what is it that you are promoting to your potential customers? Is it of interest to them? Will it benefit them? Enter The ‘So What?’ Principle A while ago I was having a coffee with a good friend of mine who is also a coach and marketing trainer helping small businesses. Over our coffee and bacon sarnies, we exchanged stories of the latest advertising we’d seen from businesses on both Facebook and LinkedIn. We were having a little giggle to ourselves over some of the seemingly random social media posts that were clearly doing nothing for the businesses promoting them other than making them look highly unprofessional. My friend then said, “Do any of these businesses ever read back what they write in their social media posts or adverts and ask ‘So What?’, because that’s exactly what their customers will be asking themselves.” That’s so true, don’t you think? Your Customers Want To Know What’s In It For Them! Researchers suggest that on average we see around 300-700 marketing message per day. Some even suggest the number could be as high as 5000. That means we all have to be so desensitised and critical to most marketing messages, otherwise, we would literally spend every waking hour of our day buying new products / services and listening to every company who puts their message in front of us. This is clearly not the case. So how do we as consumers figure...

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