Where is The Audience of yours in the Buying Cycle? If your potential customer is in the first development of the purchasing cycle (perhaps he’s only just realized he’s a problem he wants to solve), then he could be searching for additional information about how others have solved similar issue. The marketing strategies you use getting in front of him (articles, blog post, educational videos) are geared towards being able to help him understand his problem, and not towards getting him to pull out his credit card on the spot.
If your prospective client is in the decision-making phase of the buying cycle, then using Internet Marketing that show him how your answer functions, and creating a connection of trust and respect with him, will lead you to use nurturing techniques like free webinars, phone calls and private emails.
Want to find out more about the purchasing cycles and the way in which you have to advertise differently to each kind of prospective customer based on just where they’re in the cycle? Pick up my free Find out the Missing Link ebook. It is geared towards selling to business managers, but the information in the ebook is easily adapted to selling to the general public.
Marketing Products Versus Marketing Services. In case you’re promoting products, then you need a different mix of marketing techniques compared to when you are selling services. Before dealing with me, one of my personal clients tried using the very same marketing and advertising techniques to market both the services of her and her products – with poor outcomes.
People purchase services (such as consulting services, martial arts classes and also mastermind groups) differently than they purchase items. Hence, you need a unique marketing campaign plan for marketing your services and a completely different marketing campaign plan for selling products, even in case you’re selling to the same market. Extra Things to think about. Also important are your goals, the specific service or product you are selling, the timeline of yours to implement this advertising campaign plan, and the budget of yours. Budget includes both your financial budget and the time budget of yours.
Some marketing methods seem to be free (like networking), when in general they take a huge level of the time of yours — time you might be investing more productively elsewhere in your marketing or business. There is no “one magic marketing technique” that will guarantee you results. There are definitely best practices and techniques that have worked for others in xcfjjk business organizations, however, I have never seen a situation in which a company only needs one marketing method to meet their entire marketing/sales requirements. Start with 4 or perhaps 5 marketing strategies, master them, and then add brand new ones as needed.
Within each major category of marketing techniques, like social media marketing and advertising, there is a plethora of certain methods to choose from. By knowing the audience of yours, the time of yours and money budgets, and the goals of yours — and testing your results — you will ultimately select the most effective strategies that you are able to use time and time again.
Choose your marketing strategies depending on the above criteria, after which keep track of the results to find out which ones work most beneficial for you…and the audience of yours. The sales/marketing funnel model truly doesn’t captures the individuals who are susceptible to buy from you because they had been known by someone they have confidence in. I’ve had lots of coaching/consulting customers buy my 90 day, one-on-one application without ever having been on the mailing list of mine at all, but instead having heard great things about me starting from a fan. I have also had individuals on my mailing list for Five years who eventually decide to go for a teleclass with me. As long as the marketing strategy of yours allows folks to enter your product/service mix at any point they want, it’s a viable strategy.
Note: I get into more detail about these designs, and how you can find the appropriate marketing strategy for the right model phase in my Marketing Planning class, which will be presented once more this year. Take time to learn more and more these models, know how the audience participates in them, then create a model for the own business of yours. It will give you insight and clarity, as well as allow you do plan your marketing in a better and effective way.