Where is Your Audience in the Buying Cycle? If your potential client is in the early phases of the buying cycle (perhaps he’s only just realized he has a problem he wants to solve), then he could be searching for more info about just how others have solved similar issue. The marketing methods you use to get in front of him (articles, blog post, informative videos) are intended for taking care of him understand his problem, and not towards getting him to pull out the credit card of his on the spot.
If your potential customer is in the decision making phase of the buying cycle, then applying Website Marketing that show him how your solution functions, and developing a partnership of trust and respect with him, will lead you to use nurturing techniques like free webinars, phone calls and personal messages.
Want to learn more about the purchasing cycles and the way you’ve to market differently to each kind of prospective customer depending on the place they are in the cycle? Pick up my free Identify the Missing Link ebook. It is geared towards offering to business managers, however, the info in the ebook is easily adjusted to selling to the general public.
Marketing Products Versus Marketing Services. If you are selling products, then you want a different mix of marketing techniques compared to when you’re selling services. Before working with me, 1 of my personal clients tried to use an identical marketing and advertising strategies to market both the services of her and her products – with poor results.
People purchase services (such as consulting, classes and also mastermind groups) differently than they purchase items. Thus, you want a unique marketing and advertising campaign plan for marketing the services of yours and a totally different marketing campaign plan for selling merchandise, even if you are selling to the same market. Extra Things to keep in mind. Also important are the goals of yours, the particular product or service you’re selling, your timeline to implement this advertising campaign plan, and your budget. Budget includes both the financial budget of yours and your time budget.
Some marketing techniques seem to be free (like networking), when in fact they take a huge amount of the time of yours — time you may be spending more efficiently elsewhere in your business or marketing. There is no “one magic marketing technique” which is going to guarantee you results. There are certainly best practices and strategies which may have been effective for others in xcfjjk businesses, although I’ve never seen a situation when a service only requires one marketing technique to satisfy their whole marketing/sales requirements. Start with 4 or even 5 advertising and marketing strategies, master them, and after that add new ones as needed.
Within every major category of marketing strategies, like social media marketing and advertising, there is a plethora of specific techniques to choose from. By knowing the audience of yours, your time and also money budgets, and your goals — and testing the results of yours — you will ultimately choose the most productive techniques that you can use time and time again.
Choose your marketing strategies depending on the above criteria, and then track the results to discover which ones work most effective for you…and your audience. The sales/marketing funnel model really doesn’t captures those people that are predisposed to buy from you since they had been known by someone they have confidence in. I have had plenty of coaching/consulting clients buy my 90-day, one-on-one program without actually having been on my mailing list at all, but as an alternative having heard great things about me originating from a fan. I’ve also had folks on my mailing list for 5 years who finally decide to head out for a teleclass with me. As long as the marketing strategy of yours allows individuals to enter your product/service mix at any time they would like, it is a viable strategy.
Note: I go into much more detail about these models, and also how you can select the appropriate marketing technique for the proper design stage in my Marketing Planning class, that will be presented again this year. Take time to educate yourself more about these models, know how the audience participates in them, then simply make a model for your own business. It is going to give you clarity and insight, as well as enable you do plan your advertising in a more powerful and powerful method.