We're on stage 2 of the marketing funnel, still working backwards to optimize every stage of the process. Some of the lines between stages are blurred as you probably have noticed by now, depending on strategy and your business. Some of your stage 3 strategy will no doubt work in stage 2 as well.
Stage 2 is where the "know, like and trust" factors really have to happen. Initially after they visit your website, meet you for the first time, respond to your ad, what is the next thing that needs to happen?
In a perfect world, they hand you money right? If you're selling something with a low cost, you can probably make some sales right off. It really depends on your business. For the most part, we are all too skeptical and jaded. Christians in particular seem to glom on to suspicion and call it the gift of discernment.
You can look at ads from the 50s next to today's marketing and see the adjustments that have had to be made. Most likely, people will want to stand back and watch you for awhile. So what provisions are you going to make for them to do that?
Just a few ideas...
Your own YouTube channel or podcast
Write a blog
Have a newsletter
Social media
Classes or workshops, esp free or cheap
Ask questions, find out what they need
Contact management systems
Free resources, (events, downloads, samples)
Success stories, (testimonies, case studies, social proof)
Keeping your word
Your own facebook group
Write a book
If you have not nailed down some type of CRM (Customer Relationship Management) software or old school system that you swear is effective, I encourage you to do that now. If you are strictly product-based sales, you can get away with your store's back end as the CRM software. You can use this to separate contacts into groups, keep notes on who they are, what your previous conversations consisted of, contact info, what they've bought from you, how they found you and anything relevant to what you do that will help you be personable and knowledgeable when you communicate with them.
In my case, I need to know what they've already bought, if I made them a custom combo, I need to know what's in it, I have notes on the person's history, particularly any trauma, what we've worked through, and especially what I dare not touch until I feel they are stable. I'll sometimes stick entire emails in their file. I also need dates of all these happenings.
Blogging is a great way to let a little more of your personality come through while increasing your SEO and providing value to potential customers. Do not count on an RSS feed alone to keep them up to date. I won't even sign up unless they can get it to land in my email. I'm too busy to go different places to see what's up on all networks.
Most email systems will let you set up an automatic RSS to email feed, which means the minute you hit publish, it goes to your email provider and mails to everyone on your list or segment/group.
I do recommend recycling everything you produce though, and your blog should become your newsletter as well as other things with some slight tweaks. When you write a blog, you are speaking to a mass audience not bound by time. When you write an email, you're writing to that one individual, sitting in their chair, having coffee and reading your letter. You know who they are, you know what day and time they're getting it and this is a person you have relationship with. There's a difference. Go get my newsletter if you don't understand, or you think it's all about slick ad campaigns.
That said, if you don't have a newsletter opt-in box on your site by now, stop everything and get it done. The only time it makes sense not to do this is if relationship is not a factor in your business and you don't plan on retaining customers. People are slipping through your fingers as we speak.
Follow through with integrity. If you said your newsletter contains three tips each month, then do three tips each month. If you follow through on exactly what you say, you will stand out from 90% of marketers. If a potential client can't trust you to send out a newsletter or be on time for a phone appointment, why should trust you when you say you can get them the results they are looking for?
Social media
I would recommend not trying to be everywhere. It's a serious time investment. Choose either a platform that your audience likes, or what you like to use personally, conquer it and then if you want to branch out, fine. I have a pidley following on Twitter, Google+ and Pinterest, and a big following on Facebook. I have no idea what my Instagram account is doing since I hired somebody. But I like Facebook, and because I use it as a person and not just a business, I understand what is and is not annoying.
Some of what you share through media, newsletters or other, can and should be personal. Share stories from your own life that would help your audience. Let people in. Photos, videos, posts about your life. If you keep a journal, some of that stuff can go directly from journal to post. Scary huh.
Remember you are still an expert and need to come across as one, so this stuff gets sprinkled in rather than becoming your personal dumping grounds.
There is a lot of power in vulnerability. Share your struggles and how you overcame, or plan to overcome. I have a whole bunch of strangers rooting for me.
While that might make most of you nervous, it's a great opportunity to let them see that you're a real person, and you'll see who they are as well.
Essential Homework:
Brainstorm with Papa about some creative ways for you to assure people that you are the person they want to do business with. What avenues can you provide for them to watch you for awhile until they trust? The weirder you are, the bigger deal this is. How can you be more bold, persistent and respectful in your follow up? How can you make it worthwhile to your audience in the process?
From the brainstorm session, pick a couple ideas that seem the most impactful. Post below.
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