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