The Business Advantage for Women
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Slides from The Business Advantage for Women discussing Innovation, Marketing Messaging and Marketing automation
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The Business Advantage for Women
- 2. Innovation The core to effectively marketing your business
- 3. Four Steps to Powerful, Meaningful Marketing Empathize Innovate Communicate Monitor
- 4. 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 situation Career status Basic demographics Four questions to tap the root of motivation
- 5. Innovation: 5 ways to design your business around the needs motivations of your customers • 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:
- 6. Communication More than just getting your point across . . .
- 7. • 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:
- 9. Automation Assure that your message is received effectively and consistently
- 10. Lack of Follow-up The 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?
- 11. The Consequences Lost sales Wasted time and energy Stress and anxiety Damaged reputation and relationships
- 12. What This Could Mean to You: 780 leads per year 234 followed up on 23.4 sales closed $ 35,100 Based on: 30% follow-up Average $1500 sale - 15 leads per week – 10% close rate
- 13. What This Could Mean to You: 780 leads per year 546 followed up on 54.6 sales closed $ 81,900 Based on: 70% follow-up Average $1500 sale - 15 leads per week – 10% close rate
- 14. Lack of follow-up is costing you: $46,800 Left on the table! (30%) Follow-up rate) Sales $35,100 (70%) Follow-up rate) Sales $81,900
- 15. 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
- 16. 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 Communication
- 17. 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 interactionPersonal contact
- 18. Purposes for follow-up campaigns: Collect information Qualify Audience Segmentation Set expectations Collect referrals Product or Service communication
- 19. 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
- 20. 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
- 21. Follow-up Tools & Technology
- 22. Important factors in planning follow-up Have a goal Be authentic Be personal Provide value Plan one-on-one communication
- 23. List Segmenting
- 24. Prospective customer Referral partner Supplier/Service provider Influencer Current customer Type of Relationship List Segmenting
- 26. Set an appointment Opt-in Purchase Connect Inform Qualify Desired Action List Segmenting
- 27. 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
- 28. 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
Hinweis der Redaktion
- Innovation ~ The core to effectively marketing your business
- Four Steps to Powerful, Meaningful Marketing~ Empathize~ Innovate~ Communicate~ Monitor
- Empathy:Of course the basis of Empathy is knowing the demographics of your prospects:~ Age~ Marital Status~ Financial Status~ Family Status~ Living Situation~ Career status~ etc.Use these keys to delve into the understanding of their motivation: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?Pause after this for in depth discussion about concerns & spaces of selling
- Innovation: 5 ways to design your business around the needs motivations of your customersConduct your business better: How can you do what you already do better in such a way that it serves YOUR TARGET MARKET better?Create trust: Offer a guarantee, share your knowledgeRelated add-on/modification: What related service or product can you add to your business to make it more attractive?Motivational 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?Demographic add-on/modification: What special needs and concerns do your target market have that you can help solve?
- CommunicationMore than just getting your point across . . .
- 5 Components of Strategic Messaging:Capture: Getting qualified prospects to pay attention (think about your headlines or email subject lines)Connect: 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)Inform: Giving enough information to make the prospect feel like he/she can make the best decision (body copy / text / evidence)Incentivize: Getting the prospect to take action based on information given (offer)Automate: Create systems to make the process of following-up and guiding your prospects through your process automatic.
- Restated, Your Marketing Should:Marketing should capture the attention of your target market…Then give them hope that reading/listening to the ad will give them enough information…To facilitate their making the best decision possible when making their buying decision.Then give them a specific, low-risk, easy-to-take action that will further facilitate their ability to make a good decision…Bottom Line: Good marketing copy will create a value-added relationship; making your prospect feel like they’d have to be an absolute fool to do business with anyone else but you… regardless of price.
- So, you’ve done your homework going through all of the previous steps.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-up ~ The Epidemic70% of leads generated by marketing departments are not followed up on by salespeopleThis is in organizations which have DEDICATED SALESPEOPLE!Can you imagine what this number is for Small businesses and solo businesspeople
- The ConsequencesLost salesWasted time and energyStress and anxietyDamaged reputation and relationships
- What This Could Mean to You:Based on: 30% follow-upAverage $1500 sale - 15 leads per week – 10% close rate780 leads per year234 followed up on23.4 sales closed$ 35,100
- What This Could Mean to You:Based on: 70% follow-upAverage $1500 sale - 15 leads per week – 10% close rate780 leads per year546 followed up on54.6 sales closed$ 81,900
- Lack of follow-up is costing you:$46,800 ~ Left 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 stressMore likely to follow-throughAllows for more timely follow-upBetter success rateMore sales
- Follow-up vs. Drip MarketingFamiliarity - People that you have had contact with in one way or another.Two-Way Communication - Even with automation, they involve interaction on both sides: Both sharing and collecting information from the other party.
- Important Factors in Developing Your Follow-up CampaignGroupingCan you break down into groups where communication will be similar for everyone?AKA: Can it be adequately personalizedDon’t let this one fool you!Number and FrequencyDo you plan to have a large number of people needing this same communication?Do you need to contact them many times?Will it save time for you or your prospect?If your contact segment is too small, or requires too much customization, your time automating will not pay-offEtiquette and confidentialityAgain, don’t be fooled by this. There are many ways to automate at least part of your follow-up in a tactful wayPersonal contactPlan when, where and how you’ll include personal interaction
- Purposes for follow-up campaignsCollect informationQualifyAudience SegmentationSet expectationsCollect referralsProduct or Service communication
- Follow-up Tools & TechnologyManualAdvantages:AffordableCan be planned-out, yet still quite customizedDisadvantages:Time consuming (especially if you have large numbers of prospects)Require disciplineExamples of manual: Basic context of follow-up conversation saved as a document or email templateSingle media auto-responderAdvantages:Take a huge burden off of your shouldersAssures consistency and prompt follow-upOnce set, minimal maintenanceDisadvantages:Can feel less personal unless properly automatedOnly reaches your audience through one mediaExamples of single media: Multiple media auto-responderAdvantages:Same as single media auto-responder plus:Reaches your client through multiple platformsCan be customized to add a personal feel to correspondenceDisadvantagesMore costly. Especially as the number of leads goes up
- Important factors in planning follow-up~ Have a goal~ Be authentic~ Be personal~ Provide value~ Plan one-on-one communicationIf you don’t see the potential for a mutually beneficial relationship, don’t add them to your follow-up campaign. This will:Save timeDemonstrate that you work with integrity
- Follow-up PlatformsMost Common:EmailPeople who have raised their hands as being interested in your product or serviceConsistent and “on-target” subject and messageMore Advanced:TextShort, more urgent and time-sensitive messagesYour message will almost always be read in less than 5 minutes. VoiceMost attention-grabbingMost personal
- Next steps:Text your name and email address to: _______________________ to receive access to this presentation for your notes. (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