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How to Organize Your Marketing
"I hate sales pitches!" You may have felt this way yourself or heard others say it. If it's such a common response, what's the best way to organize your marketing to attract new clients and customers? While getting all aspects of your marketing right can be complicated, the simple truth is that you can attract many more clients and be far more successful by doing just one thing. To get the attention of your prospects and gain their trust and their business, base your marketing on the way your prospects make buying decisions. Just as a sweater needs to fit its owner, your marketing needs to fit your prospects. Mirror Your Prospects' Decision Making Patterns How do your prospects make purchasing decisions? A research study by Enquiro and Marketing Sherpa found that 86% of Internet users begin a search using Google. Of these, 63% scan the search results, looking for key phrases in order to determine which sites to visit. If your target market doesn't find the key phrase they are looking for, they won't contact you. It doesn't matter how long you've been in business or how happy your clients are; if your marketing message doesn't match the language your prospects use, tens of thousands of people will n/ever find you. This is true even if they need and want your products and services. First
Once you have your prospects' attention, you may want them to buy your products and services right away, but this is not realistic. While a small percentage of prospects with an urgent need may buy on first contact with you or your website, the vast majority won't. The research by Enquiro and Marketing Sherpa found over 80% of people looking to buy research a purchase for a period of time ranging from one week to four months, with 54% taking one to three months. You may be doing a great job at getting attention, but if you're not motivating prospects to contact you, your business is leaking leads. You could be missing more than 80% of potential buyers. Does your company have a web site?
If you're a small business you could easily be attracting 3,000 to 20,000 people a month. Typically, 10 to 30% of these people can be motivated to contact you, amounting to 300 to 6,000 leads per month. You may be attracting more leads than you need. Make sure you capture them so you can market to them. One of my coaching clients had a web site that was attracting 40,000 visitors each month. With a site this popular, he should have been able to generate 8,000 leads each month. All he needed was to structure his web site to prompt prospects to give him their contact information. Instead he was getting an average of only 10 leads each month. Second
Moving Prospects to Client or Customer Status
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