Marketing should inspire people to do business with you. It should get the right message to the right people, and be informative and honest. Here are four tips that will guide you down the path of a successful marketing campaign.
- Find what matters
Avoid “selfish marketing,” which rattles off a bunch of product features that people may or may not care about. Instead, you need to find what matters to your prospects and speak to their pain points accordingly.
The best way to find what matters is to ask your customers. A professional survey from an unbiased third party is the best way to do it. When we conduct surveys for our clients, we’ll generally start with a 15 to 30 minute phone call with about a dozen customers. Then we refine our questions and send an email out to all of their contacts. The result is a report packed with gripes, compliments, and suggestions from people who have firsthand experience with your product or service. That, my friends, is the best way to know how to sell your products or services.
If doing a proper survey doesn’t make sense at this time, at least call a few of your customers or even browse online forums to see what people are saying. You will always learn something.
Once you know what matters, update your website and sales materials so you prominently address what your customers’ “elevator rants” would be about.
- Marketing shouldn’t trick people
If the recipient knows what the marketing team knows, would they still want to buy the product? The answer should always be yes. Even if a statement is technically true, don’t be slippery with the wording. It makes people mad, and your company’s reputation is one of its most important assets.
- 80% educational / 20% promotional
Between emails, ads, text messages, and websites there is a ton of noise out there these days. People have evolved technologically and are much better at filtering it out now. Your content needs to be informative or else people will tune it out.
Try to have your content stick to 80% educational and 20% promotional. Find ways to help your prospect do their job better, then write about that. Then they will want to read your stuff, and by doing so, will view you as an authority on the subject and will contact you when they’re ready to buy.
Educate your prospects and the sales will come.
- Nudging ‘browsers’ into the sales process
This tip is for those of you working with more complex or high dollar sales cycles. Rather than swinging for the fences with your requests (ie. request a demo), find some smaller step that can nudge your prospects into the sales process.
I have one client where we switched a button from “Request a Quote” to “Request a Sample” and saw a big jump in requests that turned into sales. Why? Because requesting a quote means giving all the specs of a job, which people might not want to do up front. Requesting a sample means you’re just sending them something for free. But guess what? About 70% of those that requested samples ended up making an order for the product.
So, one way to nudge people into the sales process is to offer something for free, such as a sample of your product or trial period of your services. This is very effective due to people’s innate desire to reciprocate.
If a sample or trial doesn’t make sense for your company, even just being more strategic with your call-to-action can go a long way. For example, instead of having a webpage say “request a quote”, it could say, “let’s chat to see if [xyz service] makes sense for your project.” The former sounds official and might require approvals from up the food chain. The latter makes it much easier to pick up the phone because it sounds like a casual conversation.
Don’t push, but nudge your prospects into the sales process. Contact us today to get started.