The objective of step two is to find your marketing platforms and define lead generation offers so that we can clearly identify your company’s marketing prospects. To understand this method better, you must first understand that 9 out of 10 companies DO NOT actively market or follow up with prospects or potential buyers correctly.
Most companies only market and promote to prospects who are “Z” scale buyers, meaning they are at the end of the buying spectrum, and they are ACTIVE prospects who are ready to buy today. For the most part, businesses ignore and neglect buyers from the “A-Y” scale, and focus only on HOT or active buyers. “A-Y” meaning they are at the start of the shopping spectrum or still are in the decision making process and have not decided to buy just yet.
The primary goal of stage two is to find all prospects from the “A-Z” scale and get them to identify themselves by raising their hands and requesting a “FREE” offer. The offer might be a free CD, DVD, coupon, report, whitepaper, or anything else that would cause the prospect to give up their information. There also might be different offers for each medium as well. So, your website might offer a free report, while a radio ad might offer a 24 hour recorded message. Each free offer can be tested with the use of split testing to determine which offer or ad performs the best. Thus we can increase your conversion rates on all mediums and marketing platforms.
The secondary goal is to plan out and optimize the follow up “drip marketing” with your USP in a way that the prospect is engaged and educated as they move along the buying scale. In other words, once we acquire the lead, we will nurture the lead until they are ready to buy. So our secondary goal is to plan out the marketing pieces. Remember, we’ll already know what to say to them because of our research in step number one, the USP.
The third goal is to plan out how our offers will fit into each of our marketing platforms or mediums.
Step two will serve to bring clarity in the following:
- What “FREE” offers you have and the purpose they serve.
- What your follow up response will be once a lead is captured.
- What offers will be placed on each platform.
- What each platform’s purpose is in the marketing spectrum.
- What the best version of each offer is, and how to generate the highest conversion rates.
Step number two is typically discussed during hours 4-8 of consulting, or the second half of day number one of our onsite consultation. Matt will typically suggest free offers and a follow-up marketing campaign in a detailed marketing plan which is delivered about 15 days after an onsite meeting.
After step two, we’ll move into the main promotion of your company. This is where we will suggest the marketing weapons of choice for your business. Click here to read more about step number three, the marketing arsenal.
