Creating success within your niche!
1) Attract the right customers for the right reasons
A very smart researcher once told me that 90% of loyalty problems can be traced to the sales process. This observation was based on many hundreds of one-on-one interviews with lapsed customers.
2) The most crucial time is the beginning
Buying your product or service does not mean they have a relationship with you. Are they open to it? Perhaps. Do you have to earn it? Absolutely. Their interest in your product is high, and they are willing to listen, but don’t be deceived, their interest in the category is also high. They are listening to what the competition is saying. Acknowledge them. Let them know, through words and deeds, that you value their business. Surprise them with value beyond your product’s functional benefits.
3) In established relationships continually reinforce the decision to buy
Once you have established a connection don’t abandon your efforts. The most important purchase isn’t the first, it’s the second. Reinforce how smart they are for buying your product. Give them every reason to buy from you again. Talk to them like you have a relationship, not like the sales guy trying to make his numbers.
4) Good customers expect to be rewarded
This isn’t to suggest that every customer gets a prize. Understand who your best customers are, the 20% of your customers who generate 80% of your revenue, (There is that good old 80-20 rule again) and reward them. Surprise them. Delight them. Make them customers for life. Make them so happy they tell friends and associates what a pleasure it is doing business with you. The ROI on these relatively small investments, especially compared to the cost of acquiring new customers, is huge.
5) The second most crucial time is when the relationship is at risk
Again, this isn’t for every customer, but for your best customers take the time to really understand what went wrong and then do something tangible to address their concern. Don’t take the relationship for granted. Whatever went wrong used up some relationship equity. You need to earn it back.
Extra points of interest …
source: James Hipkin
If follow-up Auto Responder marketing were easy, everybody would be doing it. But it’s not easy. It’s a real challenge that takes time and high-touch planning!
First of all, you’ve got to “create the time” to keep in touch. But secondly, you’ve got to know how, when, and how often to send your marketing pieces. And for most small business owners, this presents a problem. This is, until they see how rewarding the benefits can be.
To be completely honest, one of the most frequently asked questions I get is: what should my auto responders do or say to my list?
I wish there were an easy “cookie cutter” answer that I could give to all of my clients, but there is not. Each and every business or individual must speak to their audience differently. A car salesman is not going to try and up-sell you on buying a faster processor for that out-dated PC sitting in the corner, they are going to try and get you to opt-in for that new in-dash GPS unit with state-of-the-art bluetooth communication. So with that said, neither should you.
In this day and age where content marketing is on the rise and is worth dollars, you MUST know your niche and focus within that bubble by offering more than FREE advice or FREE tips. You must gently and systematically up-sell yourself and your products, by backing up what you say with, ” … and, Here is How You Can Achieve This”.
*I wish I could take complete credit for these 5 Steps, but I can not. This is directly from the mouths, of the masters at InfusionSoft.
Before starting any follow-up sequence, be sure your contacts WANT to receive the information you’re sending. Whether you include a checkbox on a webform, use a double opt-in, or collect business cards in a fish bowl, you need permission to market to each new contact.
If you’re using email marketing, getting permission isn’t just a good idea…it’s the law! To get the best response from your marketing sequences, double opting-in new contacts is your best bet.
How often do your contacts want to hear from you? Well, you’re never going to know until you ask. Surveys are a great way to find out what your customers and prospects want. And although not every contact feels the same, a survey will help you gage the interest level in your marketing pieces.
Chances are, someone in your industry is following up with their contacts. Add yourself to one of their marketing campaigns and see what they’re doing. How often do you receive messages? What form are the marketing messages coming in?
As a “prospect” or “customer”, ask yourself how you feel about the communication you’re getting. And then plan your sequences accordingly.
Follow-up marketing sequences need to dance that fine line between providing your contacts with value, and asking them to buy. If you bombard your contact list with sales pitches, you’ll soon lose the interest of your prospects and customers. To keep them interested, you need to be providing your contacts with education, suggestions, tips and tricks of your industry…and once in a while…a sales pitch.
The more education and value you provide your contacts, the better your relationship will become. And you’ll soon find they don’t mind receiving your “pitches” either.
No matter how great your marketing sequences may seem to you, sometimes you just miss the mark. Keep track of your marketing sequences. Pay attention to open rates on your emails. Chart the conversion rates of each sequence you put in place. Then be prepared to make a few tweaks to your marketing campaigns if you need to.
Here we go … Practicing what I preach. Sign up to receive my Adwords Tips for Success where I share the high-Touch methods I use day to day with my clients. In addition to receiving tips for Adwords, I will share some advanced web marketing tips that will be sure to wet your appetite. *Look for the Sign up box on the Top Right side.
Adwords Tip of The Day: Make your display URLs more relevant by adding keywords or phrases ” /keyword “.
Example #1: Red Tap Shoes = www.companyname/redtapshoes
Example #2: Red Tap Shoes = www.companyname/RedTapShoes
Example #3: Red Tap Shoes – www.companyname/Red_Tap_Shoes
Utilizing your display URL as additional keyword real estate is a great way to boost your campaigns CTR (click through rate). Consistency and repetition in the small ad space we are given is very important. Take advantage of the options given to us, they will help you get the upper hand on your competitors.
While focusing on niche keywords inside of targeted ad groups be sure to split-test using keywords inside the display URL. You will be amazed at what yields a higher CTR. Sometimes it is what you least expect, so try all types of variations including punctuation and accents. One weeks worth of split testing will give you the results you need to decide if you want to continue to run those display ads or not.
Go for it and report back with your success.
To get inside your Customers heads you must realize that there are three types of visitors that will find your site(s) â€¦
1) The browser. 2) The buyer. 3) The person who wants freebies.
The browser is interested in something related to a particular service or product, but is not completely sure they want to buy nor are they committed. They will find themselves frequently visiting numerous websites, reading the same content over and over trying to convince themselves they need it.
The buyer is searching on highly targeted keywords and phrases, usually keywords with a specific name in them or a SKU number. They are on a mission and will buy on impulse. They may do a little research into who sells it cheaper, and who offers free shipping.Â But, regardless … they are buying.
The person who wants freebies is the kind of visitor that looks for anything that is free. They will spend hours upon hours searching until they find what they are looking for. Patting themselves on the shoulder and smiling for the job well done.
The secret to getting into your customers heads is HOW DO I CATER TO ALL OF THE ABOVE?
Easy. Offer lots and lots of great content for visitors to read. Offer free downloads so they can get what they want and possibly collect an email address for future drip marketing purposes. And the most important … make it a one click buy process.Â The more complicated you make it to buy a product the more likely the visitor is to get cold feet and back out.
Lastly, and equally important to all of the above:Â Auto-Responder marketing techniques. Knowing your customers and what they want will help in providing ongoing communication and relationship building. Some web visitors may not be buyers the first time the come to your site. You need to provide that ongoing marketing effort to convert them into a HOT lead.
Take time to really understand your customers.Â All of the above also applies to client relationships as well. If you get inside your clients head, you have a better chance of developing a sound strategy that will yield positive results and increase revenue for them.
Happy customers and clients, and repeat customers and clients.
Video on the web is a monumental tool in appealing to your target audience. The trends with web statistics and web advancement is quite interesting. Less than 10 years ago everything was about animation and blinking GIF files, all in an attempt to get the visitors attention. For the most part it worked for some as they effectively drove millions of daily visitors and/or sold products online as e-commerce became the web norm. It was also very annoying as most so called “web designers” were using the strangest color mixtures and also on top of the darkest background they could mix. Can you say … “you made us blind, thank you very much!”.
Skip ahead 10 years and now everything is web based video and web based video sales tactics. With YouTube, and Google running the show and driving the video train, we can be assured the video revolution has only just begun.
Video opens up opportunities to reach your demographic, your customers and even your would be customers by captivating them with valuable information … and all they have to do is listen. To me, this is very interesting as I am a ADD type person that hates reading. If I am asked to read a book my first question back is …. does this come in an audio CD? Seriously … listening and watching is what we were built to do. Yes, reading stimulates our brains, but we can save that for the mushy love novels our grandmothers used to read. Give me audio on an iPod and I am gold.
The other aspect of how important video can be to your online presence and online marketing is; how you can use video to increase the quality of your landing page(s). The way Google ranks your page on relevancy is how your visitors will rank you as a company by what you have to offer them and how much you filled their “need to know” tanks. By including 20-30 seconds of video on a targeted landing page, you are increasing your potential customer conversions by 60%. This can be a sales pitch to promote your services, a review on a consumer product or simply a “Hi, this is JTdesigns.com and we value your time” type of video. All of these will go a long way with your visitors.
Video equipment is ultra cheap and easy to pick use. It’s a very small investment that will go a long way. If you need assistance or coaching on how to implement a targeted video campaign, email us at: jtdesigns.com
When launching a lead generation campaign, how much content is too much content? Yes, users want to know the details and some are always reluctant to believe what you say. But, sharing too much information will deter the visitor from opting-in to receive more information.
The key is to know just how much to give away versus how much to hold back and save for your autoresponders and upselling efforts. Fact of the matter is … we marketing minded business people need a little wiggle room along the way to do what we do best, and that’s Market.
Need help finding that happy balance … contact us for a free 15 min coaching call.