Imagine you walk into a busy train station carrying a small stool during the morning rush hour and wearing a T-shirt with your business name on the front and a list of your products and services on the back. You stop in the middle of the rotunda, place the stool on the floor, stand on it and hold up a brochure about your business's product or service. The number of people that are going to come up and talk to you is pretty much zero.
Have you ever had someone ask you for a referral for a product or service that they were already buying? "You talk about how your back pain has gone away. Who is YOUR chiropractor?" They ask this even though you know they're a patient at a different chiropractor. Or maybe "Where are you getting your car serviced?" by your sister that always goes back to the dealership for "genuine factory service". The point is that these are examples of people that already have a service or product advisor yet they are asking for a new recommendation. Why?
This week we reach the top of the sales pyramid in BRENT's four-phase system for climbing the pyramid. Last week we discussed the 15%. This week we go onto the 1%. This is where some of the most engaging clients are found.
We have been discussing how within the pyramid structure is a marketing strategy. The marketing strategy for each of the three phases in the buyer’s journey addresses specific goals. BRENT has a four-phase system for climbing the pyramid. Last week was the 15%. This week we go into the more lucrative 4%.
Continuing on from our previous blog - within the pyramid structure is a marketing strategy. The marketing strategy for each of the three phases in the buyer’s journey addresses specific goals. BRENT has a four-phase system for climbing the pyramid. This week we'll look at the second layer.
Creating and implementing a marketing campaign is not an easy task for a small/medium business. (It is often just as hard for multi-million-dollar companies with many marketing professionals on payroll.) The good news is that everyone is IN THE SAME BOAT!
That said, here is a good place for anyone to start.
Have you ever received a marketing email that goes straight to the “trash” folder? Or maybe you received a marketing email that got you so mad that you reported it as “Spam”. Many companies are making mistakes that result in wasting thousands of dollars in wasted time and lost revenue, even diverting customers from their business. What are these mistakes? Let me tell you!
Marketing can be intimidating and frustrating. This statement is true for both marketers and customers! While marketers often stress about engagement rates, open rates and other KPI’s (key performance indicators) – customers get upset by other things.
As we found out in the last two blogs, things are changing in big ways right now! No, seriously - personal privacy is becoming a new industry trend and it's just a matter of time before Google and Microsoft will jump on board with Apple in making our lives (as marketers) miserable. Do you know the best way to thrive in change? You need to fully embrace it. That is why I would like to offer you a shortlist of tips on how to increase your email campaign response rates.