Not at a loss, nor at break even. In this model, you won’t pay traffic. Traffic will PAY YOU! It runs like a machine, and is so simple that it can be written on the back of a napkin. Sound too good to be true?
Understandable, but the rare occassion in buiness where “too good to be true” is false? Common sense.
And with closed loop analytics, agile marketing strategies and growth hacking on the rise – we are experts at what I like to call “Advanced Common Sense.”
In the Modern Era, marketers that get laid operate like the oh-so-familiar lessons we’ve learned in younger adulthood – it’s essentially a dating scene of its own.
The mistake of most business owners made in their content strategy is the same one your semi-gropy pervert or “too timid – too late” acquaintances make on first dates – or worse, a meeting misstep at first sight…
They attempt to sell expensive products or services right out of the “hello” starting gate (often to amazing levels of fail).
Be it a person’s first time visiting your website, or their first time opting into your email list as a new sales lead, it’s not a coincidence or miss when your proposed cure for all answers causes an unsubscribe or at best – a dormant lead too lazy to unsubscribe due to his or her list overload, spam filtering or apathy.
In most cases, this approach is a bit like proposing marriage on the first date. Or that girl who uses first or second date open forums to introduce yourself as an opportunity to interview you as a candidate for kidnapping when she asks your opinion on first kid names.
That is NOT Normal. You would NEVER do this on a first date! People might think you’re creepy… people with any depth in perception anyway.
I’ve heard multiple times an amazing product go live and lose momentum in a swift falling spiral as the conversion path… well… it needed an actual conversion path. But why is that?
Customers are like a series of successful dates.
Don’t listen to the “so I want to take some time to talk and get to know…” – STOP! Much like the lifecycle of first and second dates, business need to know the level of permission that’s actual given at each stage.
Subscriber: Think of subscribers as those folks who know about you and have opted in to hear from you periodically. In many cases your subscriber base is the segment of your contacts database that has only signed up for your blog or newsletter and nothing else. You should nurture a long-term relationship with subscribers and offer them content that will increase the chances that they will move forward in the customer lifecycle.
Lead: Sales leads have shown more interest in what you offer than subscribers have. Typically a lead has filled out a form with more than just an email address, often for some sort of content-based offer on your website. We see companies use the lead lifecycle stage for what we think of as general, broadly appealing, or top of the funnel offers. As each lead demonstrates a higher degree of sales readiness and qualification, they will move to further stages.
Marketing Qualified Lead: Commonly known as MQLs, are those people who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged, sales-ready contacts than your usual leads, but have not yet become fully fledged opportunities. Ideally, you should only allow certain, designated forms to trigger lead promotions into the MQL stage, specifically those gating conversion level offers like free demo requests, (the expert’s) buying guide, and other sales-ready calls to action.
Sales Qualified Lead: Leads that your sales team has accepted as worthy of a direct sales follow up. Using this stage will help your sales and marketing teams stay firmly on the same page in terms of the quality and volume of leads that you are handing over to your sales team.
Opportunity: Opportunities are contacts who have become real sales opportunities in your CRM.
Customers: This is everybody’s favorite lifecycle stage: an actual, paying customer.
Evangelist: Evangelists are those contacts that are advocates for your business – they sing your praises from the rooftops! They are usually a small but vocal group who will refer new business to you unsolicited. Leveraging their networks often bring in new customers and help you reach leads you may not have been able to otherwise.
Other: Other is the wildcard lifecycle stage. Examples of what this stage has been used for include: Closed lost opportunities, customer renewals, and key strategic accounts.
Prospects DO NOT want to sleep with you on the first date.
Although they are considering this possibility if you don’t reach to the point of the roofy-wielding rapey type of solution. Instead, look for the lowest barrier to entry here.
- Instead of asking for her hand in marriage, ask if they’d like a drink / cup of coffee / whatever
- Remember those moments where everything you said was wrong on a date? Well, in this scenario, you have the advantage of data versus the emotional fear of rejection.
- If you have a package, so to speak (don’t speak), the ideal scenario here is to identify the one piece of the system that is most relevant to your buyer’s unique needs
Start Small – Sell More.
For example, let’s say that you have 3 unique buyer personas in the market as your most profitable personas for your party rentals enterprise…
- Wedding Wendy – this segment of bridezillas-to-be, their family and the ever-growing niche of so-called wedding photographers (cousins with overpriced camera gear)
- Party Planner Paula – From your back yard corporate soiree to the charity run of the year, Paula knows the party business above most others – and knows even more about the business trends in her region
- Event Marketer Emma – this one is a moving target. Unloyal and semi-ADHD in the buyer decision process, authority is proven at this battleground of Googling uncertainty and a race for information that will eventually drive referrals.
Do you even think in a list of 3 semi-closely related personas, that any of the 3 will rent the same party supplies?
Even more important, do you think any of them will choose your company based on similar criteria or value proposition?
Hell… to the naw!
Think of each of these 3 TOFU (the so-called “top of the funnel) offers as pieces of small revenue potential, that you can then – at a very small price (think of something like $5 to $7) – introduce as just one part of the complete event promotion success package.
Additional pieces are available, with the total package of resources – a “package” or “kit” – being the money saver.
I’d tell you how much this can potentially increase your conversion rate – but depending on your industry and/or niche, I’d rather not understate the lift you’ll get from simply adding one concept to your digital communications plan! :)