Enrol onto our workshops and fast track your business marketing.

Learn the three essential steps to get more marketing impact for less cost:

1: Know your objectives

Clearly communicate what you do

2: Find customers and keep them

Create front-end marketing plans to acquire customers
Create back-end marketing plans to nurture customers

3: Get more sales

Be confident in creating compelling offers to acquire customers

Netflare has created 'Coherent Content Marketing' workshops to help and guide businesses through these three steps and create successful marketing campaigns that bring in sales.

1: Know your objectives

The only thing that matters to your customers is that you must deliver the results. This has to be your primary objective. So how do you make this apparent to your customers and make effective marketing decisions to maximise your sales?

There are three important points to consider when answering this…

Unique Selling Proposition

It is essential that the first thing you do is to clarify what your business does by defining your Unique Selling Proposition (USP). Your USP encapsulates your products or services; your ideal customers; your key benefits and the results you deliver. The benefit of having a clear USP is that your customers will relate to your motives and become as passionate as you are about your business.

Review Your Marketing Strategies

Imagine your marketing strategy as your map of goals, the plans are the routes and the campaigns are the vehicles to take you there. Your strategy won’t change; this concerns achieving your goals. Your plans may change; you may meet immovable obstacles. Campaigns, however, can change at a moment’s notice.

You will only know great marketing campaigns from poor ones by the way you test and measure them. The sooner you determine suitable Key Performance Indicators (KPI’s) the sooner you will be armed with the information to confidently drop which campaigns don’t work and to focus on those that do.

Once you have achieved the above, then you can focus on improving sales by reviewing customer types and how well matched they are to your products and services. You can then create different package offers to suit different customer types.

Build an Effective Marketing Plan

An effective marketing plan should not only outline your SMART (Specific, Measurable, Attainable, Realistic and Timely) goals, but the business must be aligned with what you do naturally: you steer the business in the direction to where you aspire it to be. So use your marketing strategies to answer the following questions and drive your business in the right direction.

- What level of sales are you looking to achieve?

- What products and services are you selling?

- How many customers do you need?

- How many leads do you need?

Without any answers to these questions how can you set achievable goals and devise ways of measuring your progress?

2: Find customers and keep them

Create Irresistible offers

Of the normal products and services you offer your customers, consider whether you could make a part of it available for a substantially reduced price, or even free. Use a direct response style of writing to promote your offer ideas. This can be written to specifically target a certain type of customer and should provide enough information and evidence to make the offer absolutely irresistible. Write down your tuned list and test these offers to find which ones appeal to your prospects.

Create a compelling call to action

By identifying your customer type, you will gain an understanding of their reservations, hesitations and reluctance to make purchases. Having attracted your customers, you need to encourage them to take action. Provide plenty of impartial advice, together with clear exit paths, so that your prospect knows they can walk away at any time. Examples of simple and risk-free next steps are subscribing to newsletters or email subscription services, or downloadable reports and fact-sheets.

Substantiate your promise

The offer must be backed by additional information that substantiates the promise and provides a high level of credibility. Once a prospect subscribes to the newsletter or enters their email in order to download a free report, they can be added to auto-responder follow-up emails to provide further information. The purpose of this is to satisfy the questions, “Why should I buy from you?” and “Will this really work for me?” You can now develop a strong portfolio of offers that make your investment in customer acquisition pay for itself many times over. This is the sign of an extremely successful and powerful front-end marketing strategy.

Improving your Conversion rate

Measuring the success of your lead generation activities will help you improve and better define your ideal customer type. With the right planning, your passion, motive and uniqueness will allow you to demonstrate credibility. This will start attracting the visitors who have the problems you can help solve. With direct response-style marketing that highlights all the benefits that you can think of, you’ll be able to provide compelling reasons for visitors to stay and encourage them to provide their contact details. Only by freely giving and sharing your help and advice, will you be able to gain the trust of the visitor and continue to build the relationship that will eventually turn them into great customers. By using these powerful marketing strategies on your website, you will attract the strong leads that can be followed up with valuable information to win their trust.

Customer Nurturing

By nurturing your customers, you will begin to form strong relationships with them. This will allow you to offer increasing value as the relationship grows. Your customer nurturing strategies can be thought of as a funnel of trust layers, each layer adding value to your customers as they begin to trust you more. Starting from a customer who has just bought from you for the first time and working down to your perfect customer, who has implicit trust and buys high value products and services from you, you can determine between 4 and 7 distinct layers of trust.

Build trust layers and create products and services around them

For each trust layer, build and shape specific products and services tailored to the customer type and the level of value they will appreciate. At each stage, give, share and serve everything you are able, in order to inform and improve the relationship with your customers. Their trust will increase and they will gradually become more interested in the products and services in the next trust layer. They are now more willing to buy higher value services from you.

3: Get more sales

Follow up all customer enquiries

When your customers ask questions, they are reflecting changes in the marketplace. It is an opportunity for you to understand your marketplace and discover what products and services people are looking for. You should relentlessly follow up all enquiries. When a customer has an enquiry, it can become part of a two-way conversation to help them find a solution. As part of this process, you should demonstrate impartiality and follow up with a genuine intention to help to the end, even if they do not end up buying your product or service. The reason for this is that you can ask questions in return and it helps build trust. It is not difficult to ask questions as long as they are not about money or sales.

Up-sell by offering higher value services

As you work in your marketplace and develop products and services around your trust layers, you will be able to offer stepped value services and enhancements if the customer is ready to buy.

Create preferred customer lists

With any list of customers, there will be a small percentage that will respond to higher value offerings. These will be the customers that will get the most out of your services because they appreciate and value it most. To help encourage these customers, you can create privileged groups and even name them eg. ‘Premier customers’. You can create a range of products and services that will only be available to this limited set of people or businesses. These will be the customers you invite to move on to the next level and offer higher value services.

Communicate regularly with your customers

In order to build a good relationship, you need to communicate regularly and spontaneously. The communication could be for any of the following reasons:

GIVE: think of innovative ways to demonstrate that your products and services can help their business
SHARE: highlight an interest in their business by sharing new information
SERVE: what more can you do for them?

The method of communication can be:

e-newsletter
email auto-responder lists for specific offers
personalised letter
telephone
booklets or reports

While your marketing messages are communicated automatically using regular newsletters and auto-responder emails, your customer is being carried along a ‘value information path’ to bring them impartial information. At the same time, you are providing solutions through your products or services. Any enquiries made as a result of this communication will be followed-up to encourage the customer to move down the trust funnel.

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the business identity section of the brand development training programme.

This 45 minute call will cover the following areas:

Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies
Add clarity to your objectives by asserting a well defined USP
Generate a business posture by presenting value and results combined with your passion to deliver

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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