This second step identifies the ideal Marketing Platforms we can use to reach the target market we identified in Step One and create valuable, lead-generating Offers specific to each platform. Research shows that 7 out 10 companies are either ignoring huge sections of their market or not following up with potential buyers by not completing this step. Business is literally slipping through their fingers!
It’s a fact, most companies focus on “Z” scale buyers, prospects at the end of the buying spectrum and are ready to make their purchase. This ignores the much larger body of “A-Y” scale buyers who are at the beginning or middle of their shopping and decision process. Connecting with this larger body of interested consumers and nurturing them through the buying process is a key component of increasing the ROI for your marketing dollars.
Jump to the head of the line my engaging prospects most businesses are ignoring. Simply by using the right marketing platforms to reach them you can dominate your locations. E-mail, radio, TV, pod casts, recorded calls, direct mail and print media are each effective for connecting with specific groups at different stages in the decision process.
The goal is to connect with all of your prospects on the “A-Z” buying scale and get them to identify themselves on one of your chosen marketing platforms by requesting a “FREE” offer. The offer might be a free CD, DVD, a coupon, a report or white paper; something of value to them and low cost to you that will compel them to provide you with their contact information and enter your database. You then have the opportunity to educate and nurture them through the buying process.
We tailor different offers to specific media: Your web site might offer a free report, while radio ads might offer a 24 hour recorded message. Each free offer provides you with feedback about which marketing efforts are working and which need to be modified or discontinued. No more guess work! Oh, and the end of that helpless, sinking feeling that your advertising dollars are disappearing into a black hole.
The next phase of this step is to plan out and optimize a follow up “drip marketing” system that emphasizes your USP in ways that are educational and engaging. Once we acquire the lead, we nurture the prospect until they are ready to buy. We make sure when the prospect is ready to buy, your name is at the top of their list! Ideally they won’t even consider anyone else.
Remember, we already know what to say because of our research in step one, your USP. Later we’ll show you how to automate this ‘drip marketing’ system, freeing up you and your staff to handle your growing business!
To summarize for Step Two:
– Identify the best marketing platforms for your business (web site, radio, etc.).
– Craft a free offer specific to each platform.
– Track results for each platform so you can make informed adjustments.
– Prepare your new “drip marketing” system to cultivate prospects
After a full review of your marketing platforms and offers, we’ll move on to step three of our method, unleashing our Marketing Tools for your business!
To schedule a FREE 30 minute consultation with Eric, use his online calendar and select an available time or call our toll free number to set a time with one of our proficient marketing consultants.
Excellence doesn’t just happen, it takes vision, planning and hard work. We can help!