If you’re like many entrepreneurs, marketing is something you dread. I’ve found that entrepreneurs typically fall into one of two camps.
1. They create a sales page and wait for ideal clients to throw money at them. If that doesn’t work, they try to mention it a few times on Facebook and Twitter.
2. They market, market, market but they don’t make it to the point where they can actually make an offer or ask for the sale.
Either camp isn’t very effective and tends to lead to a ton of frustration. They feel like they’re investing all this time, energy, and money but not getting any results.
For entrepreneurs, marketing has one main purpose, and that is lead generation. Whether you are doing your own marketing or you have marketing support, it’s main job is to get people’s attention AND then turn them into a lead. Once they are a lead, you switch to sales strategies to convert that attention into a sale. If all you do is general marketing, you’re not going to see nearly as many sales as if you focus first on lead generation and then on sales conversions.
So let’s talk about lead generation!
Lead generation has two main pieces: creating the touch points and saying the right thing.
Touch points can come from a variety of places. Here at Decisive Minds, we use Social Media, Video Marketing, Blogging, Networking, Speaking, Newsletters, and List Building to develop our touch points. A multi-pronged approach allows us to get in those 7-8 touch points you’ve probably heard so much about without having to work 24-7. In fact, I recently heard that due to Social Media, that 7-8 statistic has now increased to 10-12. That’s right! Now, the average lead needs 10-12 touch points BEFORE they’ll convert to a sale.
A multi-layered marketing approach takes time to develop and implement, but you’ll see far better results for lead generation if you are utilizing one. Where you focus is going to largely depend on what stage you are in with your business. For instance, a newer entrepreneur may focus a lot more on list building than someone how already has a larger list.
While you work on the touch points, you also have to work on making sure you’re saying the right thing! If you aren’t, then a lot of your energy and time may be wasted. It isn’t enough for you to tell them what YOU know they need, you have to focus on what your ideal client thinks THEY need. You can figure out this information by focusing on what your ideal client is already telling you. Remember, they want to be heard and understood!
© Copyright 2013 Michele A Scism