Our partners at Keap have crafted a strategic marketing system that countless small businesses have utilized to great success for nearly two decades.
Rather than working harder, small business owners looking to grow their companies work smarter by leveraging Lifecycle Marketing, which can save time, energy, and money.
After all, growing a business is directly tied to the experience that a company’s leads, prospects and customers have had and/or are having. This first excercise is a look at where you are now and so prioritise that part of the client lifecycle that should bring you the bext results.
Look at each category and it’s description then give yourself a rating out of 5. Scroll down and you can see a chart showing your strngths and areas for development.
It’s imperative that you clearly define your target customer. Investing in identifying accurate targeting within the right channels will help your business narrow down an audience for your niche market and
use your advertising/marketing funds more efficiently, ensuring you’re catering to those who will benefit from your business the
The best way to define your audience is to create a customer profile or avatar.
Knowing how to leverage lead magnets to attract prospects will give your small business a competitive edge. This is especially true when you understand the needs and motivations of your target audience, helping you create powerful lead magnets.
The first place you want to start is ensuring your website provides valuable content that will attract your target audience.
Entice your target audience to access your content, then collect their contact information with a submission form by programming an interstitial, or a pop-up, on your landing pages. If the content is
gated with a form, the lead will fill out the form to access the enticing content, and their info will be added into your CRM so you can stay in contact with leads and nurture your relationship with them over time.
The final step in collecting leads involves carefully strategising lead capture methods that will guarantee success. Collect contact
information and organize it in one central place for later follow up, such as Keap’s client relationship management (CRM) system.
A CRM will help you be more efficient and impress your clients by leveraging a system that keeps all your business organized with one integration tool.
This is where you get to educate your buyers about your products and services. It’s up to you to guide them properly so they look to you as a business they can trust. Instill the confidence in your customers that creates a monopoly in their minds so that they only associate the
product or service they need with your business when it is time to engage. Some indicators that they’re ready to take action include:
• They visit pages on your website
• They interact with the content that you’re distributing
• They open an email and read it
• They respond to emails
• They click links in emails
• They request a consultation
• They schedule appointments
• They call or text you.
You also want to practice lead nurturing, which involves listening to what potential customers need, providing valuable information and addressing their questions and concerns. Be an advocate for your customers, make it clear you’re putting their needs first instead of just trying to make a profit.
Depending on your industry and your prospects’ behavior during the engagement phase, it’s important to get clarity on the most critical steps in your sales process and make sure they align with what your clients’ needs are.
Once that has been established, it’s time to present your offer. One common misconception about presenting an offer is that you’re going to “ask them to buy.” In the context of Lifecycle Marketing, not
all leads are created equal. In other words, it’s imperative that you be mindful of where they are in your sales funnel as to which step they want to pursue next. You want to make an offer that’s the next best thing for them by thinking about what the key milestones are in your sales process.
When it comes to closing a deal, reduce and eliminate friction in this process as much as possible. Closing the sale is more than a
transaction. The close involves clear communication, good presence and written documentation. It’s always valuable to provide your leads with a robust paper trail of your correspondence and payment history.
Streamline a simple purchase process for clients by implementing tactics that align with where they are in the sales cycle. Action is driven by emotion and belief—it’s about identifying their needs and pushing solutions through in different ways to get them to move in the direction that is relevant to their customer journey.
IOnce it has become apparent that you’ve accumulated some life-long customers, you need to ensure you’ve systematized your method to deliver services so that clients consistently get everything they were promised.
When it comes to business relationships, sometimes it’s not always about the sale, but the interaction and the trust that is built between the customer and the agent/retailer/owner, etc. It’s also not just
about the products, it’s about the education behind the products and services. Delivering education on how your business can change and improve your customers’ lives is just as valuable as the product or service itself.
This is your chance to go above and beyond for your customers.
Not only will running your business through a CRM like Keap’s help you maintain organization and efficiency, but it will make it easier for clients to work with you, keeping you reliable and approachable.
Guarantee repeat business, positive reviews, and customer referrals by intentionally planning each into your customer journey.
Encourage referrals by creating incentives for customers and partners in an effort to grow your client base.