Where is The Audience of yours in the Buying Cycle? If your potential client is in the first stages of the purchasing cycle (perhaps he’s only just realized he has a problem he wants to solve), then he might be searching for more information about how others have solved the same problem. The advertising strategies you work with getting in front of him (articles, blog post, informative videos) are geared towards being able to help him grasp his problem, and not towards getting him to pull out the credit card of his on the spot.
If your potential client is in the decision making phase of the buying cycle, then using Website Marketing that show him how your solution works, and constructing a romance of trust and respect with him, will point you to make use of nurturing techniques like free webinars, phone calls and personal messages.
Want to discover more about the purchasing cycles and how you have to advertise differently to each type of prospective customer based on the place they are in the cycle? Pick up my free Discover the Missing Link ebook. It’s geared towards supplying to business owners, although the info in the ebook is very easily adapted to marketing to the general public.
Marketing Products Versus Marketing Services. If you are selling products, then you want a different mix of advertising techniques compared to when you’re selling services. Before dealing with me, 1 of my private clients attempted using the very same advertising strategies to market both her services and the products of her – with poor results.
People purchase services (such as consulting services, martial arts classes and also mastermind groups) differently than they buy items. Thus, you need a unique advertising campaign plan for marketing the services of yours and a different marketing campaign program for selling products, even in case you are selling to the same market. Additional Things to consider. Also important are your goals, the particular service or product you are selling, your timeline to implement this advertising and marketing campaign plan, and the budget of yours. Budget includes both the financial budget of yours and your time budget.
Some marketing methods seem to be free (like networking), when in actuality they take a substantial level of the time of yours — time you might be spending more efficiently elsewhere in your marketing or business. There’s no “one magic marketing technique” which will guarantee you results. There are definitely best practices and methods that have been effective for others in xcfjjk businesses, but I’ve never ever seen a situation in which a service just requires one marketing technique to fulfill their whole marketing/sales requirements. Start with 4 or perhaps five marketing strategies, master them, and then add new ones as needed.
Within each major category of advertising and marketing strategies, like social media marketing, there is a plethora of specific techniques to select from. By understanding the audience of yours, the time of yours and money budgets, and your goals — and testing the results of yours — you’ll ultimately choose probably the most productive methods you can use again and again.
Choose your marketing methods based on the above criteria, and then monitor the results to find out which ones work best for you…and the audience of yours. The sales/marketing funnel model truly does not captures the people who are predisposed to continue drinking from you because they were known by someone they have confidence in. I’ve had plenty of coaching/consulting consumers buy my 90-day, one-on-one program without actually having been on my mailing list at all, but instead having heard things that are great about me originating from a fan. I have also had individuals on my mailing list for Five years who eventually decide to take a teleclass with me. As long as the marketing strategy of yours allows individuals to get into your product/service mix at any time they want, it is a viable strategy.
Note: I get into much more detail about these designs, and also how you can choose the right marketing strategy for the right model period in my Marketing Planning class, which will be presented once again this year. Take some time to learn more about these models, learn how the audience participates in them, then simply make a model for the own business of yours. It will give you clarity and insight, and also enable you do plan your marketing in a more powerful and powerful method.