Yesterday we were talking about my new course which is to be found at freemarketingcourse.co. If you are in the USA, you can text “freemarketingcourse”, one word, to 33444 and you get it instantly.
It is free and it’s a twelve day course, no catch, no nothing. See what you think. But I said I would explain a little bit more.
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So Friday as you know we do the weekend challenge, this is going to give you something to look up and think about over the weekend and can kind of accompany the course,
It runs over twelve days and you get one module delivered each day over the period of twelve days. It’s fun, don’t you worry. Try it.
And by the way, if you do do it, please recommend it to your friends, the more the merrier, it makes no difference to me.
I would love for everyone to find out how easy this is to have a better business life, better customers, more customers and to make marketing so much easier. This is not a techie thing.
Weekend Challenge
So get your pencil or your pen, get your pad or your piece of paper and today we are going to do the challenge.
#1 Presence: So does your website work? The presence in the marketing system is this — you require a website, it is the hub of all your activities, so if you are an e-commerce site kind of like Amazon, this isn’t that, this is where you provide information, your resource center where you blog.
It could be a blog. Personally, I recommend WordPress, but is it set up correctly?
Now I want you to have a look at your website. Where on your website can somebody opt in to your mailing list?
It doesn’t matter if it’s just sign up for my newsletter, as long as it’s going to an e-mail service provider, like AWeber, Mail Chimp or whatever, we can always improve if it says is awful words of “Sign up for my newsletter.” But, have you got one? Is it above the fold?
On any page you visit, is there and opt in? If not, that needs improving. Absolutely, that’s the entire point, otherwise people come, look at your website and then they go.
Do you think they’re going to go and fill it in the form on your contact page if they want to get in touch? Phone you up, maybe tomorrow they will wait a few hours until you’re back at work?
Even if they know what hours you’re open, the World Wide Web, remember, different time zones and then they will call you. No they won’t. You need them on your e-mail list, that’s number one.
You can do this with a simple plug-in for free, use WordPress, simple plug-ins like Sumome, or is it gets response, there’s another one that no one’s heard of, that’s also pretty darn brilliant. So, if you want to know more, let me know, we explain it in the course.
#2 Profile: You will need a wide-ranging social media profile. That is not just “Oh, I am on Facebook.”
No. You need to be on the right social media because your audience or your potential audience, your potential customers are using social media.
Please, please, please, don’t say “No, my customers aren’t.” Because 1.5 billion in people in the world of 7 billion are on Facebook and you’re telling me yours are those?
And don’t forget that doesn’t include China. Your customers are on social media. What you’re saying is you are not on it, so you don’t think they are.
It is not you, it’s not about you, it’s about them. If you are customer centric, give them what they want, be where they are.
You need a wide ranging profile, but you do not need to be using every single one every day. Again we explain that.
#3 Potential: Are you only talking to those potential customers, the people who may, who either are or may be interested in what you have to offer?
Your services, your products, you’re going to give information galore once you know who they are, then you can provide the correct content for them and put it where they want it in a way they want it.
So, do you know who your best customer is, your potential customer? Have you ever surveyed them? If not, we need to clean that up, we need to get to it.
So lots of articles on the Marketing For Owners website about how to do that, we need to get to it.
#4 Permission: When we talk about marketing to people, people do not like to be sold to. And when I say people, I mean me, you, all of us, no one likes to be sold to, it’s horrible, we just don’t like it, we instantly, defenses up.
But, we shouldn’t realize that were being marketed to, so in other words marketing should be subtle, it should be a long-term game, should be very subtle and it should be unobtrusive.
So not only should we not notice that we are being marketed to, we shouldn’t mind because it is for our benefit as the potential customer.
You’re going to do stuff that helps us out and when we are ready, we will know you and we will like you.
So we use permission marketing, that means you need a lead magnet, something like an e-book, a course, a tip sheet, a cheat sheet, just a resource page.
Here is that special tool we use here to do whatever. If you are a landscape gardener, this the mower, this is the shovels, these are the tools we use.
Everyone wants to know what an expert uses and they won’t necessarily go and buy it but they just want to know.
Simple as that, it helps their expertise, give them a report on it, sign them up and they are then opted in. Then we get on to number five.
#5 Nurture: Here’s where we gradually nurture. At this point they are a lead, potential customer. Don’t forget we are also talking to existing customers, we like to keep them on separate this but don’t worry if that sounds complicated.
None of this by the way is technical so far, this is all simple click click, point, click click stuff. Again, we explain how in that free course so this is how easy it is.
But, we need to nurture, we need to talk to people, we need to give them more information on things they are going to be interested in over a period of time until they are ready to buy. Not everyone needs your service or product today.
In my company we sell fire extinguishers. Everyone has got them, they don’t need a new one, they don’t know when they’re going to need one, and I don’t know when they’re going to need one, but we won’t be there, we want to be top of mind in anything to do with fire safety for when they do.
So when they find out, when someone comes in and tells them they need a new one, or another, or they’ve got a new store or one of those has been stolen, let off, who knows?
And they want to think where do we go for one of those? Yes, we will be top of mind because we have been talking to them, we’ve been educating them so that they know as much as they need to know about fire safety, in a nice way, honestly.
Not in a boring way. It is possible to do it in a non-boring way, we try our best.
So eventually we then convince them, we make an offer every now and again gently and we convince them to become a customer.
#6 Preacher: This is the part where we do everything we can to impress them. Once they have bought we will impress them no end.
We will impress them so much and we will be nice until they make another purchase. They buy again and to become a repeat customer and then we don’t stop, we do it again and again and again until they buy again and then they become a regular customer.
In my business roughly one quarter of our customers generate around 60% of our income; those one quarter are the people who have bought before; yes and our customers we don’t have many regulars. S
So that is your new marketing system. Once you can get them to be regular customers, then they will recommend you and you can ask them for referrals again in a particular way that makes it easy for them and it doesn’t annoy them, they will gladly give you referrals and they will gladly tell their friends about you. There are ways of doing it.
This is simple, this practice is being done by all the successful online companies. I don’t mean the Amazons, the e-commerce ones, I mean the ones that have a website that make it work, it generates leads and it generates customers.
And if you can imagine once you’ve got all of this set up, this happens 24 seven to the point if you get too many customers, and I’m not kidding, that does happen, the only way to get rid of some is to put your prices up.
That will gradually remove some. But it means that the customer that are still coming up, paying more so you have less customers, more profit, life is easier. And those higher money paying customers are much more grateful because they appreciate the finer things in life like you.
This is all good so that is your weekend challenge. I want you to look at those six areas, do you have these in place? Do you have a referral system? Do you have a lead magnet?
Do you know your customer profile, your customer persona, your typical customer? Do you have a website that can capture leads with landing pages?
Do you have all your social media profiles claimed and filled out? Do you have an e-mail autoresponder sequence that will nurture these people? If not then you need to work on it.
Go to freemarketingcourse.co, grab a copy; like I said, it’s in Word and learn with us. Tell me what you think, it’s all there honestly, it’s good.
The feedback so far is great. Let me know what you think and you have a good weekend and I will see you next week.
