Season 3 Recap of Marketing and Sales to Cultivate Customers For Your Business - Charles George

Episode 13 -Season 3 Recap of Marketing and Sales to Cultivate Customers For Your Business

​By Charles George
 
Welcome to the Publish the Thrive Radio Show. Every business owner can benefit from publishing their knowledge. Whether you are creating content for social media, blog posts, videos, podcasts, newsletters, long-form sales letters to sell your products or services, or premium content like books, paid newsletters, online courses, membership sites. Everyone is a publisher.  Publishing helps you reach new prospects, strengthen relationships with current customers and create additional revenue opportunities.
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I’m your host Charles George. I am a digital direct marketer and copywriter. For about 20 years, I have consulted with business on creating marketing campaigns that reach new customers and sell more to their current customers. Today, I focus on building profitable online audiences and brands.
You can follow me personally at www.PublishtoThrive.com.
 
Segment 1 -Show Objectives
 
Show 2 – Align Marketing and Sales Objectives
First, define your revenue goals.
The way you align marketing and sales objectives with customer objectives is by creating a marketing plan.
Marketing Research
-Primary Secondary
Marketing Strategy
  -Media Plan
  -Creative Strategy
  -Fullfillment Strategy
Budgeting/ROI
 
Show 3- Overview of Sales Strategies
The Buyers Journey 
Introduction Stage, Evaluation Stage, Conversion Stage, 

Segment 2 -Key Issues
Show 4- Understand Customer Usage
What are the features and benefits customers receive from your product?
Benefits connect the prospects emotional desires with your product or service.
Features- appeal to the prospects logic.
Mechanical pencil example.
Differentiating your product.
Providing an exceptional service to your customers.
Time management for effective customer service.
Function and form of your product
How do customers use your product?
 
Show 5- Characteristics of your best customers
Understand Your Customer Journey of Your Business
Suspect – people you think are interested in your business
Prospect – people who have raised their hand, but have not purchased yet. (leads)
First-Time Customer – customers who purchased from you one time.
Multi-Buyer –  customers who have bought from you more than once.
Loyal Customer – People who purchase from you on a regular basis
Advocate-  Your most valuable customers. They spend the most, are least sensitive to price, and tell others about you. (referrals.)
 
Understanding who your best customers is incredibly valuable for several reasons
1)         It costs 8-10 times more to acquire a new customer versus retaining a current customer.
2)         Spend More
3)         At Higher Price Points
4)         Cost Less to Serve
5)         Tell others about you. Think word of mouth and referrals
6)         Once You understand who your best customers are its easier to attract more people like them
Segment 3 - What You Need to Know
 
Show 6 -  Building Stronger Relationships with Your best customers
 
Show 7- How to generate stronger profitable relationships
The Loyalty Effect- for every 5% customer retention, a business experiences 100% growth, and 25% profits.
-       Why strong relationships with customers leads to more revenue?
 
-       How to build stronger relationships with customers 
 
-       How to turn these relationships into more revenue? Rewards & Revenue
 
Show 8- identify New Customers for Your Existing Offers
How aware are your customers of the problems your products and services solve?
Product Aware
Solution Aware
Problem Aware
Unaware
 
Show 9 -  Balancing Customer Acquisition versus Customer Retention
What are there any universal guidelines to follow?
 
Segment 4- What You Need to Do

Show 10 – Reactivating Lost Customers
3rd easiest type of customer to reen
1st- current customers, 2nd referrals, 3rd lost customers.
Most companies think of a customer as an opportunity to earn sale.
The most successful companies think of the sale as an opportunity to earn a life-long customer. 

Show 11- Metrics & Number to Scale Your Business
What are the metrics to scale your business.
First we need to identify the stages of the buyers journey
Introduction
Metrics associated with each one
Evaluation
Conversion
Show 12 – Santa Claus as an ambassador for your business.
 
About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR
 
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