3 CRITICAL KEYS TO ATTRACT, ENGAGE AND CONVERT YOUR BEST CLIENTS WITH DIGITAL MARKETING

Transcription

1 3 CRITICAL KEYS TO ATTRACT, ENGAGE AND CONVERT YOUR BEST CLIENTS WITH DIGITAL MARKETING The Ultimate Marketing Checklist for Solopreneurs and Service Providers

2 A PLACE TO START When I started online in 1998 I was like a cow staring at a new gate clueless. (gosh that seems like FOREVER ago ) In the online world there are always like 10 different ways to do the same friggin thing. Sometimes I feel bad for the people who ask a question in a Facebook group and get like 75 replies all telling them to do something different. Can you say problem NOT solved? I get so many s from folks saying there are just too many pieces to the online business puzzle and they don t know where to start, what tools to use and are overwhelmed. If that sounds like you right now, keep reading because here s the thing... Good ideas without implementation is a recipe for disappointment. And many people don't take action simply because while they have good ideas, they don't have clarity on how to implement them. They don't know how to connect the dots. Having clarity is priceless! When you have clarity, you can implement faster and reach your goals sooner. It s priceless (yep, repeated that on purpose)! The goal of this ACTION guide is to give you more clarity so you can take ACTION (yep, repeated that on purpose too). If you can understand and see the big picture, you can fill in the rest, one step at a time. This ACTION (yep, gonna put it in caps every time) guide isn t a comprehensive, end-all-be-all manual or course on digital marketing. Far from it. It s a place to start. A place to set your mark so you can get ready and then go. Why should you trust me?

3 TAMALA WHO? Well, honestly, I don't consider myself a business coach or a charismatic speaker who could "sell ice to a polar bear". I'm a former Electrical Engineer who happened to fall in love with all things Internet Business related back when dinosaurs still roamed the Internet and AOL so proudly announced "you've got mail". So in fancy terms, I'm a Digital Marketing Consultant and Implementation Specialist (see... fancy). For the past 19 years I've learned and created online processes and systems that sell for me (and my clients). I've invested tens of thousands of dollars on trainings and certifications to become more skilled at what I do. I'm an implementer... the person coaches, speakers and solopreneurs call to IMPLEMENT their ideas online... to put all of their tech pieces together so that their vision and strategy transform from just ideas and dreams to actual working, incomegenerating digital assets like sales pages, signup pages, membership sites, sequences, websites and sales funnels that convert lookers into leads and browsers into buyers. Here s to MAKING Life Happen! Tamala, Head Geek In Charge ;) Let s get social (about as social as this introvert gets)! Facebook Pinterest

4 Attract, Engage and Convert Your Best Clients with Digital Marketing (The Ultimate Marketing Checklist for Solopreneurs and Service Providers) Get clear on your MESSAGE. This will probably be the hardest part of the whole process. It requires you to really dig deep into not just the demographics (age, gender, location) but also the psychographics (thinking and mindset) of your ideal customer. Plan your MARKETING. Tackle one strategy at a time. If you try to do 10 different things all at the same time you ll get overwhelmed. I guarantee it. Choose one product/service, build one funnel, plan one promotion. Pick one path and follow it without distraction. Focus on MAINTENANCE to manage your progress. Don t be afraid to test. Don t be afraid to spend a money to test. There is no successful business anywhere that doesn t invest in testing. Track, test, tweak. If it s profitable, you can scale. Let's take a closer look at each of these...

5 #1 MESSAGE 3 Strategies for Crafting Your Message Correctly So You Can Reach the BEST Prospects for Your Biz This is, I believe, the most important part of your Digital Marketing puzzle. Developing your message requires you to be very clear on your purpose, your priorities and your positioning. The biggest key to crafting your message is understanding exactly who you want to serve. You may have heard marketers talk about having your Ideal Customer Avatar. This is simply a "fictional character" you use to represent your ideal customer. Pinpointing your ideal customer is more important than anything else you ll do. Why? Because everything you do is a result of knowing who you want to serve. How you speak to them, what your blog posts will say, what your follow up s will say, what your website copy will say everything flows from knowing who you want to sell your products and services to. In fact, this one thing will help you know what products and services you should be selling in the first place. You can prioritize and plan more effectively when you are clear about who you re serving. How you want to position your brand in the marketplace is driven by who you re serving. Don t neglect this foundational step! Spend the time necessary to understand your target audience, what they like, what their daily routine may look like, what their yearly income may be, are they parents or not, what types of magazines do they read all of these things matter. Especially when it comes to showing up where they hang out.

6 When you re working on your message, identify the following: List your ideal customer s pain points. What s their biggest problem and what solution can you provide to fix that problem? Take a sheet of paper and draw a line down the middle and list each pain point on 1 side and your solution on the other side. List your ideal customer s current state vs. their after state. So basically what does their life look like now vs. after they experience your product or service. Are they disorganized? Do they overspend their budget every month? Are they overwhelmed with technology and can t build their website? Do they feel like a failing parent because they work all the time and don t get to spend time with their child? After using your product or service, do they feel like the world s greatest dad? Do they have a website that looks great and has great conversion? Do they have money left to invest at the end of every month? List your ideal customer s haves and have nots. What do they have, what don t they have before experiencing your product or service and what do they have and don t have after. For example, before you they may have anxiety, stress, physical pain. They may not have peace of mind, mobility, mental alertness, pride in themselves. After you they should have those things. The key is that you are focusing on the benefits of what you provide and not just the features. You re answering the question of what s in it for me right out of the gate. When you do this, you re messaging becomes a magnet to attract the customers you want. As a certified partner with Digital Marketer (one of the top digital marketing training companies in the world), one of the things I learned from Ryan Deiss and team is that you have to lead with your Statement of Value (SOV) and not necessarily your Unique Selling Proposition (USP). Your USP is more features focused while your SOV is benefits focused. Your SOV should say: (My Product/Service Name) enables/empowers (Ideal Customer) to experience (After State). Once you ve got that, you take that Message and move to the next step or phase which is your Marketing.

7 #2 MARKETING 3 Pillars of Success for Your Strategic Marketing Plan... Platform, Products & Promotions Most people tend to jump to this part of the process first without taking the time to do #1. This is a big mistake. Your Marketing is closely guided by your Message and includes your platform, your products and your promotions. Many people think their website is their business. It s not. Your website is simply a part of your platform (and an integral part for sure). Your business is not your website. Your website is just one of your business assets. Digital Marketing is just one channel for growing your business. The ultimate goal of your business should be to attract your target audience, nurture your relationship with them, convert new leads into happy customers and bring current customers back again and again. You can use Digital Marketing strategies, tactics and tools to do all of this with much of it being automated. In general, your Digital Marketing strategy includes a combination of: Compelling Offer + Landing/Web Pages + Follow Up Tactics (any or all of these: , SMS, Phone, Direct Mail, Messenger Bots, *Retargeting Ads) + Traffic Strategies + Payment Processing + Product/Service Delivery You create all of the assets needed to complete this puzzle and you put them together in conversion funnels. Assets include your website copy, videos, testimonials, images, website pages, PDF downloads, sequence copy, social media ads graphics and copy, banner ads, etc.

8 If you ve attempted any digital marketing at all, you re already using some assets of a conversion funnel. You just may not be putting the pieces together effectively. When it comes to growing your business bigger-better-faster and having a consistent flow of leads, customers and sales, it s a simple case of website vs. funnel. Picture your conversion funnel as a way of taking your prospect (in their before state ) by the hand and leading them through a maze. As they go through the maze, they make pit stops at different places to consume or use your various products and/or services along the way. When you come out of the maze, they have transformed to their after state. And if their experience with you was life-changing enough for them, they ll never want to let go of your hand and you can lead them through one maze after another. I read a stat from Adweek the other day that said 81% of shoppers research online before they buy. That means your website is one of the biggest entry points into your client hand-holding maze experience. Your website is where you begin to answer their question of what s in it for me? Your website copy has the leading role in this grand production, however, there are other supporting cast members. The checklist at the end of this section, 10 Website Tactics Successful Biz Owners Use to Turn Lookers Into Leads & Browsers Into Buyers, gives you 10 tactics you should be using to make sure that you re grabbing lookers by the hand and getting them to choose YOU to lead them through their personal maze of pain-points and before states. Your website helps you to draw them in so that you can give them small victories along each step through the maze. Your website is where you provide value in advance to get your potential customers to know, like and trust you. It doesn t have to be the most beautiful website in the world, however it does need to work for you rather than against you.

9 Platform Most people try to sell products and services with no Platform i.e. no audience. Your Platform includes your website/blog, social media properties, YouTube channel, list, printed newsletter, podcast In order to sell, you gotta have a Platform. Without it, your launches will likely have dismal results. For this reason, you should always be building your Platform always list building, blogging, sharing on social media, etc. Always. Yes, it takes work. No, it can t be neglected. If your business is new and you haven t begun building your Platform yet, be prepared to grow it slowly (organically) or invest to grow it quickly (paid traffic and advertising). Ideally, a combination of both works best. Products People really don t care about your products. No really. They care about what your products can do for them. That s it. What problems do your products or services solve for them? That s the question you have to answer. That s what you have to present through your Platform. Daily. Your language, your product names, your s all should speak to the problems you solve. Not just how great you are or how great your widget is but rather, how does it solve their problem.that s what people buy from you solutions to their problems. Promotions Once you have your Platform and your products (or services), then you promote them. Strategically. Have a promotions plan, automated processes that sell for you 24/7, a system to nurture your relationships on autopilot have a plan. (see section #3 below) This type of focus makes selling easier and more enjoyable for you and your clients... and it doesn't feel sleazy. The most important thing to remember about all of this is that it s a process. There will be wins and losses throughout the process but if you follow a proven process and build on the right foundation, you ll win.

10 10 Website Tactics Successful Biz Owners Use to Turn Lookers Into Leads & Browsers Into Buyers Checklist [ BONUS: what started out as 10 ended up at 15 :) ] Know your ideal customer (SEE #1 MESSAGE ABOVE) Make navigation easy (cute/tricky names can backfire because confused people don t buy; you want the actions you want them to take to be super clear.) Keep it clean (no sidebar clutter please, please, please; you don t have to put everything in your sidebar; you can also use custom sidebars that are page specific.) Minimize exit points to external sites on homepage (you don t want people leaving your website too fast) Capture leads on every page (include lead capture forms for your newsletter, content upgrades, freebies, etc. on every page except sales pages.) Focus on benefits and providing value in advance (your copy should always answer your prospect s main question what s in it for me? ) Have calls to action on every page (similar to capturing leads, you want to have a call to action on every page, even your about page; give people the next step you want them to take otherwise they ll likely do nothing) Make sure forms, checkout pages work (nothing like broken pages or links to kill conversions) Have testimonials - image, text, audio, video (people love social proof and they love to see other people using the products and services they want) Make it mobile friendly & mobile responsive (*roughly 8/10 Americans shop online, 51% using a cell phone, 15% through social media links ) Use meaningful, professional "looking" graphics Use Google Analytics (you ll learn so much more about your audience) Use Facebook Pixel (you can learn more about your audience and if you decide to use Facebook ads, you ll already have been tracking your audience) Use SEO - Google Sitemap, Title Tags, Meta Descriptions, Image Alt Tags (keywords based on your target audience - Free traffic rocks; and people who are searching for answers and solutions that you provide convert well vs. those you interrupt while they re on Facebook, for example ) Check your site speed (people won't stay if it takes too long - THIS IS A BIG CONVERSION KILLER) *Online shoppers stats above are sourced from TechCrunch.com

11 The Funnel Planning Checklist #1 Make a list of all the products and services you offer, with their price points and promotional price points. #2 Identify the problem solved, target audience and benefit each product or service provides. #3 Choose ONE product/service as the intro offer for your marketing funnel #4 Create an optin (freebie) offer related to the ONE product/service you chose, build a squeeze page for it so you can build your list. #5 Create a content plan to drive traffic to your optin offer and get people into your marketing funnel (i.e. social media posts, blog posts, guest blog posting, podcast interviews). #6 Write messages to deliver the freebie + nurture new subscribers and get them to buy your intro offer: Establish a timeline that takes into consideration the most effective time to deliver each message. Identify the format, goal, and call to action for each message. #7 Schedule your new messages using an Service Provider (Ontraport, Mailchimp, Drip, Aweber). #8 Use your products/services list to identify Upsells, Cross-sells and Special Promotions to offer in your s. Upsells Offer the next higher priced product to your customer Cross-sells Offer complementary or supplementary products to your customer Special Promotions Introduce special offers/sales/promotions to your customers #9 Create a sales page for each offer that includes: Attention grabbing headline Compelling benefit driven copy Proof (Testimonials, Stats, Results) Motivation to act now, for example a limited number, or a limited time offer Call to action (Buy Now, Sign Up Now, Register Now) #10 Test the elements of your marketing funnel including links, sales page links, how each element appears on various browsers (both mobile and desktop), checkout and payment processing. #11 Track your progress and results with a spreadsheet that includes: open rate click through rate Optin page conversion rate Sales page conversion rate Cost to acquire a new lead Cost to acquire a new customer How many new leads become new customers #12 Use your tracking to test and tweak the elements in your marketing funnel

12 #3 MAINTENANCE 3 Key Automations You Should Implement NOW So You Can Create Consistent Growth, Flexibility & Sales In every business, 3 things should be continually happening. What s sweet is that they can all be automated so you can spend more time doing things that are in your zone of genius, creating content and offering more products or services. In order for your business to continue to grow and be profitable, you should be consistently converting prospects into paying customers, getting those customers to buy more from you (i.e. higher average order value) and getting them to return to buy from you more often. Finding time to constantly pull in leads can be difficult because many business owners spend more time working IN their business instead of ON building their empire. So the first thing that should be automated is Lead Generation. You can consistently attract your ideal leads using paid and free strategies. With paid lead generation you do things like pay-per-click advertising to cold prospects. So for example, Facebook Ads, Instagram Ads, Twitter Ads, Pinterest Ads, Google Ads. You can setup these ads, test to find the winners, and then just let them run. You can choose new interest groups to target and you can also retarget people who have visited your website, engaged with your social media posts and more but haven t yet subscribed to your list. The second thing that should be automated is converting those leads into buyers. You could spend hours on the phone each day trying to convert your leads into customers. (I know in some industries and for some higher ticket products or services outbound marketing is required, that s not what I m talking about here). Once you have a person on your list, your automated follow-up is what turns your new budding relationship into an all out love fest. ;) Whether you use

13 s, text messages, social media ads the intention is the same. Ideally you d use a combination of all of these and other points of contact as well. The point is that you are continuing to give value in advance and take your new subscriber through an experience that eventually converts them into a buyer. The third thing that you should automate is getting your current customers to become repeat customers. Again, you d use the same strategies discussed in the previous 2 points, except the audience for all of the touch points is different. And the message and offer are different. This means you need to have multiple offers or at least some type of offer that is a recurring revenue generator. Of course we want more clients and customers. But we also become limited by time. So we can get stuck constantly working on other people's businesses or other people s issues and not our own. In order to be successful in Maintenance you have to: Pay attention to and evaluate Performance. You can find average numbers for just about anything on the almighty Google. Want to know what a good optin rate is, Google it (it s on average 20% by the way). Know your numbers, especially these, just to name a few: How much can you spend per lead? How much can you spend per customer? What s your Average Order Value? Work on Perfecting your processes. I don t mean this in the sense of trying to be so perfect that you never take ACTION. I m saying test so you know what works best. Evaluate and make mid course corrections that will give you better results. Don t forget about Playing. I know everybody s out here hustling til they can t see straight. I believe there is a time to hustle and a time to play. And they don t have to be mutually exclusive. Once you get a good system going, write it down so that you can automate and delegate as soon as possible. Plan your playing, whatever that looks like for you for me it s most often reading, beaching and zoning out.

14 Let's Talk About Your Next Steps! If you want to use proven digital marketing strategies to create an automated marketing system that unlocks the flow of money in your business I can help! Virtually every business can (and should) use conversion funnels. No matter the type of funnel you use... self-liquidating offer, product launch, webinar or free workshop, free 5-day challenge... doesn't matter......the goals of your funnels will always be the same: (1) generate leads, (2) convert them into customers, (3) get your new customers to buy more. Your funnels will always include some combination of Compelling Offer + Landing/Web Pages + Follow Up Tactics (any or all of these: , SMS, Phone, Direct Mail, Messenger Bots, *Retargeting Ads) + Traffic Strategies + Payment Processing + Product/Service Delivery Schedule your complimentary 30-minute Funnel Profits Strategy Session so we can take a look at how you can use funnels in your business to reach your goals! During your Funnel Profits Strategy Session we'll discuss: your biggest struggle when it comes to using funnels to grow your business the different strategies you can use to attract, engage and convert your best clients what your next steps should be based on where you are right now Schedule Your Funnel Profits Strategy Session So You Can Attract, Engage and Convert Clients with Profitable Funnels