Four Step Marketing Beginnings
How I came up with this process is a VERY long story. Probably about 25% of this information came from books I’ve read. Another 25% from software we use. The other 50% comes from testing and experimenting with our marketing agency. However, what I’ll share with you is that 99% of businesses don’t use this process. In today’s blog post, I’ll outline each of the Four Steps of Marketing and then I’ll go into greater detail in the following blog posts.
Step 1 – Say the Right Thing with your Unique Selling Point
Problem: Most businesses overall marketing message is something like this:
“We’re nice, we’re kind, we’re family owned and operated. We have integrity and we care about our customers.”
The naked truth is that your customers don’t care about you. In fact, they already expect you to be honest, nice, and have integrity. Otherwise, you’ll be out of business or in JAIL. What I find as a marketing consultant is that 99% of business owners do not have a strong USP or Unique Selling Point. They pretty much look at their competition and say the exact same thing. This is a big time mistake because when people compare themselves to other companies, they look, smell, and are indeed exactly the same. People are forced to buy on price, not value when a company has a weak USP.
Through innovation, a company can change their USP and thus begin to say exactly what their prospective customers want to hear.
Step 2 – Generate Leads with Platforms and Offers
Problem: Most businesses never offer any incentive to connect with a prospect.
You’ve been to a website and were offered to join the mailing list right? “Click here to join our mailing list!” Yuck! Why should we as the consumer give our private information up? The truth is 99.9% of people will not join a mailing list unless there was something in it for us! I like to say that people have their lives tuned to WIFM (What’s in it for me) and the truth is, there isn’t much enticement to joining a mailing list.
The solution is to narrow down all the places you come in contact with prospects. These are your platforms. If they call you, that is a platform. If they visit your showroom, that is a platform. If they visit your website, that is a platform. You get it? Platforms are everywhere a prospect comes into contact with your business where a database exchange could be made.
The second part of step two is to offer them something of value. For example, it could be a coupon code, a free ebook, a free DVD, etc.
Keep in mind that the offer must provide extreme value for them to give up their information. For example, an accountant might have an ebook that says, “The Seven Secrets that the IRS doesn’t Want You to KNOW about!”
Now, picture this! Let’s suppose I’m looking for an accountant because I have tax problems. I’ve visited about 3-5 websites and I come across this website. Finally, valuable information. I enter my first name and email and download the ebook. I’m happy with the free ebook and I learn a lot from it. The accountant is happy as he has generated a lead. The key is this, companies who give offers away at their platforms generate 2000% more leads than companies who don’t. The average company website that says, “Join our mailing list will get maybe 3 opt ins out of 1000 visits. When businesses use offers effectively they can generate as much as a 25% opt in rate. Yes, 25 opt-ins out of 100 visits. The secret is that the offer must be valuable enough for a prospect to give up their private information!
Step 3 – Measure and Leverage the Marketing Arsenal
Problem: Business owners spend billions of dollars every year without knowing if the marketing is effective.
In step three, we make all marketing accountable. We want to see how many leads, calls, visits, etc it is generating. Why? Because we want every client to leverage his marketing dollars. Social media is hot right now! But should a company invest millions of dollars in social media if it doesn’t deliver sales and revenues? Of course not!
Measuring marketing doesn’t have to be complicated. Really, it is pretty easy with the tracking tools that are available today. Step three demands that every form of marketing must have accountability and be measured. If it converts with a strong ROI, then it is kept on the table. If it doesn’t convert, then it is cut and the money is re-appropriated to a different form of marketing.
Step 4 – Automate your Followup with Marketing Automation
Problem: When businesses manually process inbound leads, often times these leads will slip through the cracks because the manual processes require human intervention.
The last step is to automate your followup into a system or marketing funnel. Remember all the leads we’re now generating from step 2? We use marketing automation to follow-up with them via email, direct mail, voice mail, SMS marketing, etc. After all, if someone shows interest in our products or services, we’re going to follow-up with them. The follow-up information provides education and dives deeper into the businesses’ USP. Now, as the buyer learns more he is able to make a better decision based upon value.
With today’s marketing technologies, you can have a guy come into the database from downloading an ebook and receive any number of planned follow-up communication automatically. Another amazing thing is that after the prospect purchases and becomes a customer, the marketing message then changes to keep him as a happy customer for life!
If you look at the chart above, you can see that the USP is put into everything we say or do in the Four Step Marketing Process. We measure the marketing to generate as many leads as possible. We use offers as incentives for people to give up their contact information. Lastly, we follow-up with marketing automation to close the sale. All of this content, consistently delivers a company’s Unique Selling Point.
From 2009 through 2014, we’ve seen many businesses greatly grow their sales by using this method. Some as much as 300% or more. Some even greater! It does take work and time, but if a business is willing to innovate, they can see amazing growth in their revenues!
Question: Do you use any of these steps in your business? I’d love to hear from you below.