Season 3 Recap of Marketing and Sales to Cultivate Customers For Your Business - Charles George30/12/2020 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. 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 C2.13.3NA
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