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15
Dec 2010
Posted by Jasmine
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What Does Your Marketing System Look Like?

I recently read a post on the Duct Tape that mirrors an idea and article that I have been working on for my blog. I figured what the hey, why not combine the two into a hybrid weekly roundup? Though our shapes vary a bit, the basic idea is the same—marketing is a system and the whole point is to get prospects to know, like, trust, and ultimately buy from you.

7 Little Words That Sum Up the Entire Marketing Machine

To build your marketing system (online or otherwise), you have to set up mileposts that track the progress of the relationship. At mile 1, you and your prospect are just getting to know each other so the barrier for entry needs to be low—you have earn their trust before asking them to commit. By the time you get to mile 101, you should be pretty comfortable with each other and that is when you ask for the big sale.

I use a simple flow chart model with my clients to create these milestones. (Download a template to start your system.) John uses an hour-glass shape for his. Either way, you need to have those milestones in place or else your marketing efforts are going to fall flat.

Just like in marriage, you can’t rush in and propose to a gal on the first date. You have to get to know each other before you bring out the bling. What does your marketing system look like? Do you even have one?

Posted in: Blog, Marketing

08
Dec 2010
Posted by Jasmine
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Weekly Roundup: A Selling System and Grabbing Readers’ Attention

Installing a Selling System

When marketing dollars are short and time is shorter, then achieve the quickest results by focusing on lead conversion over lead generation. It is a simple principle but one that often gets overlooked. Business owners get so caught up getting more leads that we don’t spend enough time working the ones we have. I am guilty of this and have been consciously shifting my focus for several months now. Business has never been busier and revenue is higher too!

Bonus: This follow up article “The Selling System Technology Toolkit”  provides a list of tools to help you with each stage of the process.

Knock, Knock, Knockin’ on Readers’ Doors

Though this article talks primarily about e-newsletter, the principle can be applied to any type of marketing specifically blogging or Facebook posts. Anytime you create any marketing material look at from the outsider’s (the recipient’s) point of view. How useful is this thing that you just sent me? Is it relevant? Funny? Interesting? Remember success in marketing is NOT ABOUT YOU—it is all about the customer or prospect.

Posted in: Blog, Internet marketing, Marketing

17
Nov 2010
Posted by Jasmine
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Weekly Roundup: Tips for Creating a Strong Relationship

5 Ways to Let Prospects Sample Your Brilliance

This is a welcome article if you are struggling with the “close” in your marketing and sales. Many times when I am talking with clients, we discover that what is broken in their marketing in not the product or service but how it is being pitched. Especially in the case of high dollar services, prospects need to sample your expertise and try out your methods before committing their checkbook.

By rushing straight from the nice-to-meet-you stage in a relationship to buy my $1000 service, you scare them off. When spending that kind of money prospects want to feel confident that they are getting something that works, that they want and is worth the large price tag. Providing several smaller, free or low-cost offerings along the way helps lower the sticker shock and barrier for entry.

This post list a couple of solid strategies that can be worked into any businesses marketing plan and will give prospects the opportunity to try before buying. We use several of the techniques at 910 West and have had great success so we know first hand that it does work.

Turn Customers Into Stark Raving Advocates With a Customer Development System

I have been working on my own customer development system (though not is such fancy terms) for a few months now. It dovetails with a conversation that I with my business coach last summer. He told me that 70% of my marketing efforts (time and money) should be focused on my current clients. That is far above what I was doing (and most of the businesses that I work with too) so presented me with an opportunity to expand my marketing. So far, I have implemented a couple of programs and have a few more in the planning with great success. If you are struggling with this or just want to know more, this article will give you the steps you need to get your own program started.

Posted in: Blog, Marketing, Marketing tips

10
Nov 2010
Posted by Jasmine
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Weekly Roundup: Rethinking Traditional Marketing

How to Integrate Social Media With Traditional Media

Now that social media is becoming mainstream, the time has come to turn the conversation to how it works with your traditional marketing (not as an alternative to it). This article suggests using your traditional media to your social media where you continue and build the conversation. It is a pretty solid idea and got me thinking about how you can make the different media work together and compliment one another. The post also provides questions to ask when creating your campaigns.

Small Batch, Hand Crafted Outbound Marketing Works

This is a great article because we have all become a little myopically focused on social media, internet marketing and the power of the pull. However, a little push marketing can be a good thing when done correctly. Think small scale, personal and high-value. This approach is a wonderful compliment to the wider audience, more generic approach that works online.

We use a nice-to-meet-you mailer series to introduce 910 West that is wildly successful. It is a very unobtrusive way for us to showcase our skills and recipients get a bunch of goodies: our photo calendar, marketing tips and advice, a ruler/letter opener/magnet, etc. It is a great example of the principles John Jantz lays out in this post.

Posted in: Blog, Marketing, Marketing tips