Why did some people say “yes!” to your offer, but others declined?
The truth is, it can be difficult to put ourselves in our customer’s shoes.
But here’s the good news. There are a few steps you can take to understand your customer’s experience with your business better…and optimize your strategy to convert more prospects into raving fans.
Here’s how.
Step One: Create a Marketing Message
A clear marketing message lays the foundation for your business’s success.
In short, your marketing message is how your business “speaks” about itself to customers.
It defines the products or services you offer and, at the same time, invites customers to connect with your brand at a deeper level.
However, many businesses struggle to create a clear marketing message. And not only does this result in lost sales, but it also diminishes the opportunity for lifelong customer relationships.
Here are 3 simple strategies to help you get clear on your marketing message:
- Start with the Problem
What problem are your customers facing, as it relates to your business? And how does it make them feel?
Empathizing with your customer’s pain point helps you position your offering as the key to their success.
- Position Your Customers as the Hero
Nobody likes to listen to someone go on and on about themselves. And marketing is no different!
So, make sure your marketing position places your customers as the “hero” of their own story. Your business is the “guide” who steps in and helps them achieve success!
- Offer a Plan
Always provide clear “next steps” so customers know exactly how to start working with you.
A great 3-step plan includes:
- Your specific call to action (like book a call or buy now)
- A mini-milestone customers receive while working with you
- The ultimate transformation your business provides
You can use these elements of your marketing message on your website, your business card, and even your email signature!
Step Two: Map Your Customer Journey
Now it’s time to map the road ahead!
Your ‘customer journey map’ is a diagram that illustrates every interaction your business has with your customers.
It all starts from the very beginning, when they first hear about your business. Then, they go to your website to research what you do before they make the first purchase. And ultimately, they become lifelong fans of your business.
I highly recommend every business owner take the time to sit down and map out their customer journey. As a result, you’ll create marketing materials that move customers through their journey with your business quicker. And you’ll land more sales!
Start by asking yourself, where are my ideal clients? How can I reach them and generate more awareness about my business?
Then, think about your promotional strategy. Are your ads and marketing materials reaching your ideal clients at the right time? Or are you “proposing on the first date”?
A great way to map out your promotional strategy is to work backwards from the sale.
Think about how the customers who have a full understanding of your business finally say “yes!” to working with you. Then, work backwards until you reach the “awareness” phase.
Mapping out your customer journey not only brings clarity to your customers, but it also brings clarity to your team!
Step Three: Create a Lead Generator
Here’s how to accelerate your customer journey even more: offer value!
The easiest way to do this is by creating a lead generator.
A lead generator is a downloadable PDF customers will receive in exchange for their name and email address. Normally, you would include it on your website or sales page.
The lead generator’s purpose is to offer your clients a small “win” towards the problem you help them solve. You could create this in the form of a short guide, a checklist, or even a video.
Your lead generator’s purpose is two-fold:
First, your customers become more aware that your business can help them overcome the problem they are facing. And by offering valuable information, you establish authority and trust.
Second, when they download your lead generator, their email will be added to your list. You can then start sending them regular marketing emails to develop that relationship even more.
After people opt-in to receive your lead generator, you can craft a great email sequence to deliver their first win – and introduce them to exactly what your business does.
Your customers are on the search for the ultimate solution to the problem they’re facing. But in this day and age, you only have 7 seconds to capture their attention! By following each of these three steps, you’ll connect with your customers quicker – and increase conversions in record time.
Did you find this article helpful? Subscribe here for weekly tips on how to grow your business strong – without the marketing overwhelm!
