the awesome marketing roadmap to profit
TRANSCRIPT
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The awesome Marketing and Sales ROADMAP to profit
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Five steps to success.
To be successful at online sales and marketing you need to look after five key areas:
- You need a strong, clearly defined brand.
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- You need to attract attention.
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- You need to retain attention on the brand.
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- You need to convert that attention to sales.
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- You need to increase the transaction value per customer.
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Let’s look at each key area in more detail:
1. A STRONG BRAND
A strong brand creates a sense of expectation which boosts the effectiveness of your sales and marketing efforts.
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To create a strong brand you need to:
Clearly define your position in the market place (what you do, how you do it and what the benefit are)
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Create a memorable, meaningful and likable brand personality which people can relate to
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Offer an engaging brand experience that connects with people on an emotional level.
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2. ATTRACT ATTENTION
Without the ability to attract attention you will be invisible to any lead generation opportunities.
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To attract attention you need to:
Do things differently so you get noticed.
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Offer superior, accessible and affordable solutions.
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Be where your prospects are looking for answers.
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Engage with you prospects. Remember, as you are busy building a relationship you are not selling yet. Your products should stay at home.
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3. RETAIN ATTENTION
You need to retain people’s attentionto give you time to build meaningful relationships and be there whenthey are ready to buy.
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To retain attention you need to:
Create a place where people can reliably find answers to their needs.
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Facilitate engagement so people start participating.
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Foster self-expression so people have a fulfilling experience and feel valued.
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Now, as a trusted thought leader, prospective clients will ask you to present your solution to their problem.
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4 CONVERSION
Attention has little value unless you apply the art and science of converting that attention into sales.
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To convert attention you need to:Heighten awareness of the prospective client’s problem.
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Expose the impact of that problem.
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Create a vision of the solution.
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Build trust in your ability to solve the problem.
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5. TRANSACTION VALUE
To maximise the ROI from your marketing efforts you need to increase the transaction value per customer.
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Sell on value, not on price.
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Upsell.
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Cross-sell.
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Nurture each relationship.
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The roadmap is a process of continually identifying the weakest areas in the chain and strengthening them.
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We’re going to make a brave attempt to go into even more detail now …
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BRANDING
- Define the brand position.
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- Create brand personality.
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- Create a formula for an engaging brand experience.
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CAPTURE ATTENTION
- Set up content sources.
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- Create high value content.
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- Distribute content across multiple channels, both online and off-line.
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- Generate initial awareness through advertising, press releases, etc.
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- Engage with the audience.
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RETAIN ATTENTION
- Create social media communities on Facebook, Twitter, LinkedIn, SlideShare, etc.
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- Create ‘stickiness’ on your website with a newsletter, blogging, apps, presentations, etc.
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CONVERSION
- Empower your website for sales with solution selling (Pain, Impact, Vision)
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- Know you client and personalise your content accordingly. Look at the DISK profile system.
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- Create effective calls to action.
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- Upsell, cross-sell and sell again.
TRANSACTION VALUE
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Empower all sales with high impact content and presentation.
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All the above feeds into your revenue generation processes. Strengthen them continually.
PROFIT
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Track, test, measure and improve everything all the time.
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Thank you for watching this WAKSTER presentation.
You can access the list of questions and download the free ROADMAP flowchart from the WAKSTER.com website.
www.wakster.com
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