Creating a sales marketing strategy framework for your small business can be daunting.
But, with the right tools, tactics and an investment of your time this need not be the case.
To thrive, marketing your small business involves more than:
- An amazing store front.
- Excellent well-lit signage.
- A well-designed website.
- A blanket approach to advertising across your local market.
For your small business to grow and thrive, it needs a robust sales marketing strategy framework.
First of all, watch this short video, you’ll discover: ‘what is wrong with the typical customer lifecycle’ and how to fix it with an ideal customer lifecycle using a proven sales marketing strategy framework.
What is a Sales Marketing Strategy Framework?
Sales Marketing Strategy is a strategic plan that includes tactics and tools that are targeted precisely to the audience you are trying to attract.
The Lifecycle Marketing framework has proven ideas and innovative tactics designed to help you get more customers, grow your sales and save you time.
What is Lifecycle Marketing?
The Lifecycle Marketing model was developed by a team of sales and marketing experts at Infusionsoft and has helped thousands of small businesses achieve great success. The beauty of Lifecycle Marketing is in the simplicity of the framework, which can be applied as a sales marketing strategy framework, to any small business, regardless of industry or business model. Before you get started. Understand where your business is in the Lifecycle Marketing framework. Download your, Lifecycle Resource Kit to help you. The FREE Resource Kit contains all that you need to help you implement your Sales Marketing Strategy Framework.
When put into action, Lifecycle Marketing will help you grow your sales and give you more time to focus on the things you love.
There are 3 Phases to Lifecycle Marketing
ATTRACT is the first step in the Lifecycle Marketing framework. In this phase you will focus on these stages:
- Target: – Know your ideal target market.
- Attract Interest: – Attract more customers to your business
- Collect Leads: – Collect visitors’ information to follow-up
SELL is the second phase in the Lifecycle Marketing framework. Here you will learn how to convert followers to fans by focusing on these stages:
- Educate: – Educate to sell more.
- Offer: – Make a compelling offer.
- Close: – Close more sales.
WOW is the third and final phase in the Lifecycle Marketing framework. This phase is designed to help you create raving fans and keep them coming back for more. In this phase you will:
- Deliver and Wow: – Create a culture of wow.
- Offer More: – Grow the value of each customer.
- Get Referrals: – Grow sales with referrals.
Lifecycle Marketing Phase 1: ATTRACT
TARGET – Identify Your Target Market
As an entrepreneur, you have big dreams. You must want the entire world to know your products and services are available to everyone.
It can be easy to spend vast sums of money trying to attract the world to your products and services, only to find that you’ve overspent your budgets and you don’t have any new customers.
It’s hard to get noticed in the clutter filled environment we live in, but attempting to reach everybody with your product or service is not only inefficient, but it’s also very expensive.
Nobody can afford to target everybody. That’s why it’s important to identify and define your target customer narrowly.
Your marketing budget targeted to, the market that is more likely to buy from you, is more liable to produce a much better return on investment.
ATTRACT INTEREST – Attract More Customers to My Business
Once you know who your target customers are, you’ll need to find out where they are most likely to come in contact with your business/brand and be receptive to your marketing messaging.
Think about location both online and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the local neighbourhood?
After you’ve identified where they are, start focusing your marketing efforts there. Perhaps this means that you need to join a local networking group, open up a social media account, e.g., Twitter, Facebook or invest some money in advertising.
Be where your customers are and start engaging with them in an authentic, helpful and personable way.
Use lead magnets, like videos, free reports, coupons or giveaways to attract more of your target audience to your business.
COLLECT LEADS – Collect Visitors Information to Follow Up
As you begin attracting more potential customers to your business, you’ll want to make sure they don’t leave and forget about you.
Now that you’ve attracted the right audience, you need to either make the sale or get their contact information so you can follow up with the leads that aren’t ready to buy just yet.
You can capture leads by providing them with something of value in exchange for their contact information, like a free trial or sample of your product or service. Build trust and give your prospects a reason to opt-in.
E-books, podcasts, videos, webinars, and downloadable information products are just a few marketing assets that you can offer to build trust with your audience and establish credibility for your brand.
Make it easy to opt-in with the right lead capture tools, like a web form on your blog or website.
Lifecycle Marketing Phase 2: SELL
Educate to Sell More
Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education.
It’s important to understand your target customer before you can create content that’s relevant to them. As you build out your content strategy, consider how your message serves your target customers’ underlying psychological or self-fulfillment needs.
Then, build foundational content on your website, blog, social media networks or other communication platforms that address those needs.
Make The Offer
For you to make the right offer at the right time, it’s important to understand your target customers buying process. The journey a customer goes through before they decide to buy (or not buy) from you.
The best way to do this is to observe past customers’ buying actions and create a buying process map. Then match your sales process to their buying process.
If you have a sales team (or if you are the entire sales team), you’ll want to optimise your resources so that you spend your limited time with consumers that are qualified.
Lead scoring is tracking your prospects’ behaviours and activities so that you can determine their carrying levels of interest in your solution. It’s a great tactic to use that will help ensure that you focus your effort on prospects who are most likely to convert.
Close More Sales
Closing the sales involves more than just an exchange of money or signed documents.
In a direct sales conversation, the close requires clear communication, good presence and written documentation.
In an eCommerce business, the close means ensuring that there is a mechanism for collecting payments and processing the order.
Regardless of your business type, the close is the signal that negotiations are complete and you can now begin the process of delivery (and eventually sell more).
Lifecycle Marketing Phase 3: WOW
Create a Culture of Wow
The first step in wowing your customers involves delivering more than what you promised. This approach may seem straightforward and obvious, but in the hustle and bustle of daily work, often overlooked.
Think about the last time you have been sufficiently impressed by a company. You probably did business with them more than once, and maybe even told a few of your friends about it.
Wowing your customers involves going the extra mile to create a memorable, delightful experience that will create customers for life.
Satisfy customers by providing the service or product that your customers pay for in a timely fashion. Then wow them by going above and beyond their expectations and provide additional value.
Grow The Value of Each Customer
The second stage in creating an experience that wows your customers involves offering more.
Determining what to offer and when to offer it requires a bit of strategy. The easiest way to do this is to identify how you can help your target customers today and in the future. The solution doesn’t have to be your product or service nor does it have to result in a sale. Your solutions can be as easy as providing tips and resources related to their inquiries.
Here are three ways to tactfully increase your revenue while continuing to be helpful:
- Cross sell: Customers aren’t always aware of the perfect product or service pairings, and may be willing to purchase related items that enhance their experience.
- Up-sell: Listen to your customers and try to understand their needs. They might be willing to pay extra for special treatment, warranty extensions or monthly programs.
- New products: Remember to help your customers by identifying things that will enhance their lives by notifying them of new goods and services.
Grow Sales With Referrals
Asking for referrals and rewarding customers who refer your business to their friends and networks complete the final stage of the Wow experience.
Active referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain.
Providing small gift cards, discounts or theatre tickets for referrals is a great way to demonstrate your appreciation.
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