Get MORE CUSTOMERS using these 3 simple stages of the marketing funnel
Did you know that most consumers will be 80% through the process of doing their research and making a buying decision before they interact with the seller? Marketing is what draws them in and educates them about what you have to offer. It shows them what sort of company you are and why your business matters to you. Yet many business owners are daunted by it because they don’t fully understand how to make it work.
For our Big Friday Finish webinar on 7th October, we were joined on YouTube by marketing expert Marcus Sheridan! Marcus is the award-winning author of the digital sales and marketing guidebook They Ask, You Answer, which has been named the no.1 digital marketing book of all time by Book Authority and has gained huge popularity throughout the UK. Here are three key marketing stages he discussed
How do you establish a connection with another person? By talking to them! In doing so, you enable them to learn about you and your interests and values, and you should be looking to learn the same about them. It’s the same when reaching out to your target audience. You might not be able to interact with them on a one-to-one basis as you would with most people you meet, but the same principle applies.
In your marketing, you need to be open and approachable in the way you address your audience. If you make it all about self-promotion, you will lose them instantly. Focus on them and their needs so they know you are providing a solution. People need to be able to connect with you not as a seller but as a real person, who can answer their questions and help them find what they are looking for.
Once you have their attention, they will start to take interest in your business and why it matters. As well as talking to them you also need to show that you are being real with them. To do this, you have to be prepared to talk about what most businesspeople aren’t – your prices, your competitors, potential problems with your product or service and how you compare with your competitors. Contrary to popular belief, addressing these areas will not make you vulnerable; it will show people you have nothing to hide and they can trust you.
You also need to be able to show how important your business and your customers are to you. This is why it is important to remember why you started your business in the first place. If you are passionate about what you do, it will show. If you believe in your goals, your vision and your mission statement, it will show. If you really care about meeting people’s needs with your product or service, it will show. And if your heart’s not really in any of the above…that will show too.
Selling and service
The thing to remember is you are not merely selling your product or service; you are selling the result that comes with it. If you work in a café or restaurant, you are not just selling a tasty meal or delicious hot drink; think about the entire customer journey with you. This needs to be taken into account in your marketing. Think about your business. What is it you are really trying to sell? Once you are clear on that, address what it is your audience needs that you can provide.
Another key part of selling is the buying process itself. As a buyer, there are few things more frustrating than a buying process that is long and confusing and doesn’t instantly provide all the necessary information. You need to have your details and the details of what you are selling readily available, with a quick, step-by-step process for the customer to follow. Creating a stress-free buying experience is part of providing customer service that stands out to your audience and further encourages customer loyalty.
To learn more about the importance of authentic, customer focused marketing, watch the Big Friday Finish webinar with Marcus Sheridan.