The Ultimate Digital Marketing Game Plan To Improve Success In Your Business In 2019. (Pt. 2)
In a previous post, we spoke about what your marketing entails, what to concentrate on to actually make money and the importance of understanding your customer journey. If you missed it, you can read the post here.
In this post, we are going to go through what the customer journey looks like and how you can do all the right things in your marketing to find your ideal customer, keep them and make sure they keep buying from you.
Studies show that on average it takes 7-8 touch points with a potential customer before they become paying customers.
Your job as a business owner and marketer is to guide your potential clients through the customer journey you have outlined for them.
You want to be in control of as much of the process as you possibly can.
One of the best analogies I’ve heard to explain your customer’s journey is by Ryan Deiss.
He compares the marketing process to going on a date.
You don’t ask someone to go on a date with you and immediately propose marriage. (Well, maybe some people do but the success rate of that strategy is very low. ?)
Instead, you focus on building a relationship, and getting the other party to know, like and trust you and then, you can propose marriage.
A business relationship is very similar to a marriage and so, when a potential comes in contact with you first, you should not immediately propose marriage (they buy your stuff) but rather, focus on building a relationship with them and only then should you get them to buy from you.
It can take potential clients years to go on this customer journey with you and another just a few hours. The speed at which they go through the journey is irrelevant. What matters is that they go through it.
The customer journey has 8 Stages and it’s explained in detail in this article but I’ll give a brief outline to set the stage for our success blueprint.
Stage 1: Awareness
They come in contact with you and become aware of you, your products and services.
Stage 2: Engage
They engage with you in one way or the other.
Stage 3: Subscribe
They go a step further by giving you their contact information in exchange for something of value called a lead magnet.
(related post: Simple Ideas For Your Lead Magnet)
Stage 4: Convert
They become a customer. The best way to do this is to offer a low priced offer that is highly valuable (Strategy 1). This reduces the barrier to entry and now, it’s your job to WOW them.
Stage 5: Excite
You WOW them by over-delivering on their expectations.
Stage 6: Ascend
They buy more and more of your products and services and thus, you increase the average order value per customer (Strategy 2)
Stage 7: Advocate
They love your products and services and will tell others about you if asked.
Stage 8: Promote
They love you and actively promote your business, products, and services to others. This is the ultimate destination.
And that is the summary of the journey you need to take each one of your customers through.
So, how does this translate into the Digital Marketing Success Gameplan?
The Digital Marketing Success Game Plan
There are 7 key components of a Digital Marketing Success Game plan
We’ll dive into each one of them.
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Traffic:
How you will get your ideal clients to know about you and what you have to offer.
There are 2 ways to do this:
Organic: This is using free methods to get traffic to your site. This is where things like organic social media posts and SEO come in.
(Related post: 9 Killer Facebook Post Ideas More Clicks, Conversions & Engagements)
Paid: This involves paying for ads to send traffic to your site/content. This is by far the fastest and most effective way because it puts you in control and is predictable.
The two biggest traffic stores on the internet right now are Facebook and Google. With these two ad platforms, you can get access to almost anybody on the planet.
You just need to know how to get your targeting right and craft a winning ad.
(Related post: How to find your ideal clients on Facebook)
If you don’t have much experience with Digital advertising, Facebook is a great place to start simply because it’s easier to use and the cost of ads is way cheaper.
For more experienced Digital marketers, Google (especially Google Display network and YouTube Ads) are a great way to diversify your advertising budget.
2. Content:
Content is by far the most effective way to get your potential clients to become aware of you, get to know you, like and trust you and make the decision to do business with you.
It’s also great for establishing authority as a go-to expert in your field of business.
Whatever industry you are in, you need to be creating great content.
Ask yourself: What does my ideal client wish to know and how can I answer it?
(Related post: How to write Actionable blog posts)
3. Bribe (Lead Magnet):
This is where you give potential clients something of value for free in exchange for their contact information.
The aim here is to build a list of potential clients that you can market your products and your services to over and over again.
To learn about how to create an irresistible Lead magnet, check out How to Build a list of potential customers in 4 steps
4. Low Priced Offer (aka Tripwire)
This is where you give these potential customers the opportunity to become a paying customer. You do this by first offering a low price offer which is also known as a trip wire.
This should be something very closely related the core thing you sell but on a smaller scale.
Why should it be low priced?
Because you want to reduce the barrier to entry as much as possible. You want to enable them to become customers first with very little risk to them and then you WOW them.
You aim is over deliver so that they trust you even more and then buy from you over and over again.
5. Core Offer
This is where you present your core offer – the main product/service you sell.
If you sell multiple products, you offer them your best selling product or the product that best solves their specific problem,
6. Upsell/Downsell/Cross-Sell
Now, it’s time to offer them more stuff.
You can offer them more expensive products you sell (upsells), cheaper products (down-sells), complimentary products from you or your partners (cross-sells).
However, it is important to note that you must consistently be giving the value and not just focused on sell, sell, sell.
Every time they make a purchase from you, ensure that you do all you can to get them to use that product/service and get results that they desire.
If you continue to deliver value over time, they will continue to buy from you.
7. Follow Up
Last, but definitely not the least is follow up.
Follow up is critical at every point of the Digital Marketing Success Gameplan and your success depends largely on how you follow up.
Why?
People are busy and while people may love what it is you sell, Life may get in the way and they may forget.
That is why you should follow up and try to be as top of mind as possible with your potential clients.
There are various methods of follow up such as:
- Phone call
- Text Messaging
- Retargeting Ads
And that’s it.
That’s the 7 Step Digital Marketing Success Game Plan.
At the Business Growth Acceleration Workshop, we help businesses build out their very own customized Digital Marketing Success Game plan.
You can learn more about the workshop or sign up for the next one right here.
