Where is The Audience of yours in the Buying Cycle? In case your prospective client is in the first phases of the purchasing cycle (perhaps he’s only just realized he has an issue he really wants to solve), then he could be searching for more information about how others have solved the same problem. The advertising techniques you use to get in front of him (articles, blog post, informative videos) are meant for assisting him comprehend his problem, and not towards getting him to pull out his credit card on the spot.
If your prospective customer is in the decision making phase of the buying cycle, then applying Internet Marketing that teach him how your solution works, and creating a romance of trust and respect with him, will point you to work with nurturing techniques like free webinars, phone calls and private emails.
Want to learn more about the purchasing cycles and the way in which you’ve to market differently to each type of prospective customer based on where they are in the cycle? Pick up my free Discover the Missing Link ebook. It’s geared towards selling to small business managers, although the info in the ebook is very easily adapted to marketing to the general public.
Marketing Products Versus Marketing Services. In case you are marketing products, then you need a different mix of advertising techniques compared to when you are selling services. Before dealing with me, one of my private clients tried to use an identical marketing and advertising techniques to sell both the services of her and her products – with poor results.
People purchase services (such as consulting, martial arts classes and mastermind groups) differently than they purchase products. Therefore, you need a unique advertising and marketing campaign plan for marketing the services of yours and a different marketing campaign program for selling merchandise, even if you are selling to the same audience. Extra Things to keep in mind. Also important are the goals of yours, the specific service or product you are selling, your timeline to implement this advertising campaign plan, and your budget. Budget includes both your financial budget and the time budget of yours.
Some marketing methods appear to be free (like networking), when in actuality they take a substantial level of the time of yours — time you could be investing more productively elsewhere in your marketing or business. There’s zero “one magic marketing technique” that is going to guarantee you results. There are definitely best practices and techniques which have been effective for others in xcfjjk business organizations, though I have never ever seen a situation where an organization merely requires one marketing strategy to meet their whole marketing/sales requirements. Start with 4 or perhaps 5 advertising and marketing techniques, master them, after which add brand new ones as needed.
Within each major category of advertising strategies, like social media marketing and advertising, there is a plethora of specific strategies to choose from. By understanding the audience of yours, the time of yours and also money budgets, and the goals of yours — and testing your results — you will eventually select the most effective techniques you can use over and over again.
Choose your marketing strategies depending on the above criteria, and then monitor the results to find out which ones work most beneficial for you…and the audience of yours. The sales/marketing funnel model really doesn’t captures the people that are susceptible to continue drinking from you since they had been referred by someone they believe in. I’ve had lots of coaching/consulting clients buy my 90-day, one-on-one program without ever having been on the mailing list of mine at all, but rather having heard things which are great about me coming from a fan. I’ve also had people on the mailing list of mine for Five years who finally decide to take a teleclass with me. As long as your marketing strategy allows folks to get into your product/service mix at any time they would like, it is a viable strategy.
Note: I go into more detail about these designs, and also the best way to choose the right advertising method for the right design period in my Marketing Planning class, which will be made available once more this year. Take time to find out about these models, understand how the audience participates in them, then simply create a model for your own business. It will give you insight and clarity, and allow you do plan your marketing in a more powerful and effective means.