How do you market yourself online? How can you capture more leads and make it easy for “come-back” customers?
After taking 5 courses, reading 50+ books, and listening/watching to tons of videos and lectures; I figured it was time to save time for all my business friends out there sweat’n it. To give them a “short & sweet” summary of all I’ve learned.
So without further ado, let’s do this….
The Digital Marketing Checklist
1. Decide: Who is your target customer?
I delayed answering this one for some time. Mostly because I was afraid of limiting myself to only one type of client.
Don’t make this mistake!
In the book “The 22 Immutable Laws of Branding” Al Ries explains that “The power of a brand is inversely proportional to its scope”. This means the more you narrow your target client the more potent your message and the greater your potential for recognition and success.
Even though you think everyone needs what you have to offer and you are eager to offer your services or products to the whole ginormous universe – laser your efforts to your dream client. If possible, you can even choose a specific location, like Fort Worth, TX.
Spend some time typing up a “ghost bio”. Who are they? What do they love? Where do they live? Age? Height? Whatever you can come up with. The more the better.
2. Know: Who you are.
Let’s face the facts – you are likely NOT the only person offering what you are offering. So you have to ask yourself, “Why choose me?”. It’s called your USP (Unique Selling Position). It is what sets you apart from your competitors.
No matter how small or common you think you’re business is – try and list everything that makes it stand out. Try and list ten if you can and stay away from words like “better”. Saying you are better is only going to nauseate your audience and make them want to tune you out.
Get a company “voice”. Learn how to talk to your customers. How will you sound? How will you speak to them on your website, mail-outs, and various offers and promotions?
For more help on finding a “branding voice” see this article I wrote for Copyblogger.
3. Create Demand
Now that you know who “they” are and you know who “you” are, you can start to gain awareness. Begin to use your blog (and yes you should have one) to give away all that you can to educate, engage, and entertain that specific group.
Make sure you give them your best. Hold nothing back. The fear of “If I give away all my tricks they won’t hire me” is a lie. They will. You will earn their trust and gain their attention.
You might want to find groups on Facebook & Instagram where you can simply be a voice who speaks into that category, offering advice and feedback to your audience.
4. Capture Leads
Imagine you are going fishing. You know what you want to catch, so now what tactic is best for that specific fish (worm, topwater, trout line, etc.)?
What can you offer at this stage that they would find valuable?
How-To eBook Checklist / Guide Datasheets
Free Consultation with a Specialist
Buyers Guide for your Product – you get the idea.
Copywriting is crucial. If you are not a copywriter – hire one! Make sure that what you write is attractive and persuasive with strong calls to action.
5. Nurture Leads.
A lead has subscribed. They “opted in”. They are following you on social media perhaps. Continue to provide them with engaging & educational content. Keep at it! Set up ways you can converse with them as needed (email, surveys, etc.).
6. Convert Leads Into Customers.
If you have done steps 1-5 well then all you have to do now is… ASK. Make sure you know what their needs are and offer them only what you think will be the most beneficial for them.
7. Close, Deliver & Satisfy.
Give em what you promised. Make sure you are specific on deadlines and action steps that they need to receive your services.
8. Referrals & Follow/Up
They hired you! It went well. The job is done.
But you are not.
Make sure and continue the conversation. Be sure and find out what their experience was like and give them ways to tell others about you. When a customer becomes a fan you have scored big! Make sure to optimize their voice.
If it didn’t go well (and yes it happens to us all), their feedback is still valuable. Our critics are also our coaches. Make notes of their experience with you and seek ways you can rectify the problem. Make sure you leave yourself a note of their comments to return to and use as a tool to self-correct or improve your business.
Back to what I said earlier, if you get frustrated or confused with the zillion+1 tips, articles, and books out there telling you how to get more business, just remember…
Marketing is about relationships. Real people. Real lives. Treat people well and it will come back to you.