Where’s Your Audience in the Buying Cycle? If your potential customer is in the early stages of the purchasing cycle (perhaps he’s only just realized he has a problem he wants to solve), then he could be searching for more info about how others have solved the same problem. The advertising methods you use to get in front of him (articles, blog post, educational videos) are intended for aiding him comprehend his problem, and not towards getting him to pull out his credit card on the spot.
If your potential customer is in the decision making stage of the purchasing cycle, then using Internet Marketing that show him how your solution works, and building a romance of trust and respect with him, will lead you to work with nurturing techniques like free webinars, phone calls and personal emails.
Want to learn more about the purchasing cycles and precisely how you have to advertise 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 supplying to company owners, but the info in the ebook is very easily used to selling to the general public.
Marketing Products Versus Marketing Services. If you’re promoting products, then you need a different mix of marketing methods compared to when you are selling services. Before working with me, 1 of my private clients tried to use the same marketing and advertising strategies to sell both the services of her and the products of her – with poor outcomes.
People purchase services (such as consulting, classes and mastermind groups) differently than they buy items. Hence, you need a unique marketing campaign plan for selling the services of yours and a different marketing campaign program for selling products, even if you’re selling to the same audience. Additional Things to think about. Also important are the goals of yours, the specific product or service you are selling, the timeline of yours to implement this advertising and marketing campaign plan, and your budget. Budget includes both the financial budget of yours and your time budget.
Some marketing methods appear to be free (like networking), when in general they take a huge amount of your time — time you might be spending more efficiently elsewhere in your business or marketing. There is zero “one magic marketing technique” that is going to guarantee you results. There are certainly best practices and strategies which may have been effective for others in xcfjjk business organizations, though I have never ever seen a situation in which a business only needs one marketing method to satisfy their whole marketing/sales requirements. Start with four or five marketing and advertising strategies, master them, and then add new ones as needed.
Within each major category of marketing strategies, like social media marketing and advertising, there is a plethora of certain techniques to choose from. By knowing your audience, your time and also money budgets, and your goals — and testing the results of yours — you will ultimately pick the most effective techniques you can use time and time again.
Choose your marketing techniques based on the above criteria, and then track the results to find out which ones work most beneficial for you…and your audience. The sales/marketing funnel model truly does not captures those people that are prone to purchase from you since they were referred by someone they have confidence in. I’ve had lots of coaching/consulting clients buy my 90 day, one-on-one program without actually having been on the mailing list of mine at all, but rather having heard things that are great about me coming from a fan. I’ve also had individuals on the mailing list of mine for Five years who finally decide to head out for a teleclass with me. As long as the marketing strategy of yours allows individuals to get into your product/service mix at any point they would like, it’s a viable strategy.
Note: I get into much more detail about these models, and also the best way to choose the appropriate marketing technique for the right model phase in my Marketing Planning class, that will be made available once again this season. Take some time to find out more and more these models, learn how the audience participates in them, now make a model for the own business of yours. It will give you clarity and insight, and also allow you do plan your advertising in a better and powerful means.