how to create a marketing system that sells
TRANSCRIPT
How To Create A Marketing System That
SellsWith Chris Leadley
About us – Chris Leadley
•Studied Marketing & Media at University
•Worked in the marketing department for a large international company
•Made redundant from company buyout
•Worked for Rick in his motor repair shop
•Built 4 businesses from scratch with business partner
•Marketing Consultant & Strategy Partner
House ‘Rules’
• Not a ‘Get Rich Quick’ scheme
• Not a ‘Do Nothing Get Paid’ solution
• No ‘Easy Money’
• My Results are MY RESULTS - they are not typical but my clients do achieve them.
Six ways to influence peole to buy
• Reciprocity
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
You need all of these to be present in your marketingSource Dr. Robert Cialdini “Influence: The Psycology of Persuasion”
What you probably have
•Website
What you probably have
•Website
What you probably have
•Website
What you need to do!
Three ESSENTIAL Parts To The System
Your Foundations
Lead Generation
Lead Conversion
Your Foundations
• Identify your market
• Create a customer avatar
• Position your self and your business
• Maximise content and inbound marketing
• Optimise your Social Media profiles
• Get ‘Search Engine Optimised’
• Create positioning material
• Manage reputation
Lead Generation
• Create a ‘Lead Magnet’
• Combine with a ‘Lead Capture Page’ or Lead Generating ‘Mini-site’
• Send buyers to your ‘Lead Capture System’
• Use your customer avatar to decide best advertising
• Use ‘free’ social media
• Use Direct Response Marketing
• Pay Per Click advertising and traditional advertising methods
• Track your visitors - Use software to get site visitors details
Lead Conversion
• Want to actually help your customers
• Use Re-Marketing
• Automated ‘warming up’ email sequence – build a relationship with leads
• Automated Direct Mail
• Call them (this is OK if you genuinely want to help them or they have an interest in your product)
• Engage on Social Media – Follow them – engage in chat – send messages – ask if they need assistance ONLY 20 Minutes Per Day! (Get a social media intern or outsource)
Your Foundations
Plan Out Your Strategy & Marketing
• Know your customer
• Research
• Ideal Client/Customer Avatar
• Their Interests• Likes• Behaviours• Buying Patterns
• Know your business
• Your products and services
• ROI
• Budgets
• Lifetime Customer Value
Authority Positioning
• Position As Authority• Use Webinars/Video/Training• Highlight skills and knowledge• Builds trust and confidence
with your audience• Used to build your
email/customer database
• Webinars/Blog Posts etc• Gotowebinar• Great way to ‘sell’ product or
service mass market• Should be content based &
educational• Can be re-used as giveaway or
content• Can charge for access
Maximise Social Proof
• Get your Social Media sorted!• Facebook• Twitter• LinkedIn• Google+• Instagram• Pinterest• YouTube
• Facebook Page• Consistent Branding• Colours• Images• Message• Put lead capture form in
page
• Google+ Profile
• LinkedIn Company Page
• Twitter Company Page
• Custom Background
• Link through to lead capture page
• LinkedIn Personal Profile• Professional Photo• Good Description• Well Written
Introduction
• Google+ and Facebook• Professional Photo• Good Description• Profiles can be found in
Google & Bing so try to keep them clean
• Put link to Page in about section
Lead Generation
Create A Lead Magnet(s)
• Create something your website visitors want –INFORMATION/HELP• Video/Webinar Replay• Guide/Report• Audio• Training• How To…
Some tips…
• Get someone to interview you about your business, product or service
• Get the interview transcribed
• Will need editing
Dedicated Lead Generation Site/Pages
• Create Dedicated Lead Capture Mini-Site or Page (Squeeze/Opt-In Page)
• Create Dedicated Lead Capture Mini Site or Page (Squeeze/Opt-In Page)
Integrate Lead Capture Into Website
• Create Lead Capture Form For Existing Website
Integrate Lead Capture Into Website
• Create Lead Capture Form For Existing Website
• Create Lead Capture Form For Existing Website
Advertising Campaigns
• Pay Per Click Advertising• Google• Bing• Facebook• Twitter• Instagram• Pinterest• LinkedIn
• Targeting• Country/Local• Age• Gender• Education• Interests• Keywords• RESEARCH!
• Test & Measure• A/B Split Testing• Keywords• Pictures• Copy• Adjust• Google Analytics
Lead Conversion
Social Media Conversations
• Posts - converse
• 5-1 Ratio
• 5 Non marketing posts to 1 marketing post
• Content
• Keep relevant
Warming Email Sequence
• Set Up Auto-Responder
• Integrate it with your Lead Capture Site Page and Website Form
• Aweber
• Get Response
• Mailchimp
• Infusionsoft
• Write engaging email sequence for follow up
• Follow up with your database
• Newsletters are a good way to sell ‘without selling’
Re-marketing
• People have shown an interest in you or your product
• Tracking• Show your ads to them
again• Banner Ads• Brings cost down
Direct Promotional Action
• Direct Mail• Underused• Highest Response• Post Card• Sales Letter• Re-engages• Local• Targeted
• Direct Mail• Direct Response• Call to action• CLAIM FREE GUIDE• Invite to training
Remember - Three ESSENTIAL Parts
Your Foundations
Lead Generation
Lead Conversion
Free Marketing Review
• Complimentary 1 on 1 private strategy meeting
• www.chrisleadley.com
• Chris 07545 486740