What are you doing to get more leads? How are you growing your business? We all know that as time goes on, competition for leads grows more intense. To get ahead of the curve and stay ahead of the pack in this ever-changing world, it’s important to take proactive steps now to ensure we’re not left behind.
At the time of writing this blog, the world is in a state of flux. Parts of the world economy is falling apart, while others are finding ways to work around it.
As an International Business Coach, I work with business owners in various industries across the globe. Let’s face it; we are all in a storm!
HubSpot recently released an article about the top marketing challenges in 2021. These include; generating leads, hiring top talent; training your team and others.
John Lee, Head of Evangelism at Microsoft Advertising, believes that generating leads is a particularly big challenge for marketers in 2021. I can attest to that! The number one thing my clients want is to get more leads, then more sales!
Most organisations are now online; the question is how do you stand out from the sea of sameness?
The reason businesses are finding it hard to generate leads is because they don’t know who they serve. I don’t mean the blanket statement about “retail customers”. I mean, putting a name and demographic to the customer, understanding them on a human level.
This is the part where I tell my clients to create a customer persona. People buy from people, not organisations. It stands to reason that people would then rather buy from someone who seems to understand them.
Creating a Customer Persona is a way of understanding your customer, putting a face to the number. Customer Personas gives one insight into the individual, their hopes, dreams, frustrations, desires and goals. This is the foundation of your business. If you do this right, then you will be able to create products and services that are customer-driven, that meets their wants and needs or that solves a problem for them.
Once we fully understand who we serve, then we can generate highly engaging content. This understanding enables you to create memorable experiences along their journey that lead them to you. Your messaging becomes clear, you start to distinguish yourself from the crowd and you are no longer in the sea of sameness.
This brings me to the second thing that is necessary but highly undervalued – a Unique Selling Proposition. What makes you Unique? How are you different from your competitors? Once you know what that is, you must articulate it in simple language so that your ideal client can understand it and recognise that there may be a need.
If you can articulate what makes you unique you can move on to creating a compelling offer that your ideal customer cannot decline.
So what does all this mean for you? If your company is struggling to find a way to stand out from the competition, we can help. Our team of experts are ready and waiting to partner with you in creating compelling offers that will drive more sales. We’ve helped many companies successfully use neuroscience insights before – don’t be afraid! Let us know if we can give you some pointers on how to create an irresistible offer that customers won’t want to pass up.
If you want to Attract Inspire and Engage High-value clients, unlock your referral potential and re-ignite your passion for business, then I invite you to book a strategy call with me.
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Today I’d like to discuss the science of memes and how spreading ideas around and through society is ingrained in humans.
This refers to types of ideas that spread the fastest through society, why they spread fast and how that affects consumerism. You can use this same information to create a lasting positive impression about your company, products and services. People are more likely to try a new product or services when they feel protected and reassured by the masses.
It’s been determined that spreading ideas is essential to the survival of a society. There are 5 main situations where this occurs. They are:
Think of evangelism. This is a prime example of people not only spreading the word, but convincing people to jump on board and start to spread the word themselves. To do this effectively, you need to incorporate a few key things that always catch people’s eye:
- Unique Results
- The Unusual
- Helping Others
Next, we are going to switch gears a little and talk about viral marketing. While traditional marketing can be used to your advantage, the reality is viral and online marketing is the king of the castle. You can spread the word online like the plague if you know what to do. Here are some simple steps to do this:
- Find an interesting idea
- Make it easy for people to experience or trial
- Spread the idea while people who are in close contact with others
- Take advantage of existing communication methods
- Develop the way of trying your product in such a way that it automatically draws more try-ers
Some great places to use viral marketing are:
- Roger Wilco
- AOL Instant Messenger
- MSN Instant Messenger
- “Tell A Friend” Buttons
- E-Greeting Cards
There are six things everyone should be doing to benefit from word of mouth on the Internet:
- Put WOM components on your website.
- Assign people to monitor your viral marketing.
- Place testimonials in different places on your website to walk a customer through the purchasing cycle.
- Set up an email marketing campaign.
- Stay up to date on what products and services the experts in your industry are recommending.
- Use your website to demonstrate the great ways people are using or finding success with your products and services.
Here are other non-viral Internet opportunities to explore:
- Handheld PC’s
- And other well connected electronic devices
This wraps up the lesson on traditional and viral marketing. If you need help putting together any of the plans or successes in this lesson, try our GUIDED TOUR to get all the help you need to put these plans into action.
If you are ready to take the next step in your business book your exploration session today!
Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30 (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!
There are six steps to harassing word of mouth:
- Understand your customers’ values and priorities, this will help you understand why they would buy your products.
- Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards.
- Identify which decision stages are needed for your product to be adopted.
- Use the information from steps 2 & 3 to figure out which wording and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
- Put together the resources for the highest word of mouth impact.
- Create and implement your word-of-mouth campaign.
The Decision Maker Matrix is based on years of trial and error by George Silverman. It essentially charts different concerns you may come across when working with different adopters and putting together a decision process for each one.
We are now going to move on to the 30 ways to harass the power of WOM:
Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:
- Experts’ roundtables
- Experts’ selling groups
Seminars, Workshops & Speeches
These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather the information you can look over later. Some events to use are:
- Speakers program
- Group selling
- Dinner meetings
- Peer selling groups
- Teleconferenced experts’ panels
- Trade show events/opportunities
“Canned” Word of Mouth
The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:
- World Wide Web
As we’ve talked about before a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:
- Referral Selling Program
The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for feedback about them. Here are some of the “new” media options:
- Faxback services
- Web-based word of mouth, such as forums, e-mail, etc.
- Call centers
Using Traditional Media for Word of Mouth
Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:
- Customer service
- Word of mouth in ads, sales brochures, or direct mail
- Salesperson programs, sales stars, or peer training,
- Word-of-mouth incentive programs (“Tell-a-friend” programs)
- Customer gifts they can share with their friends (articles, how-to manuals)
Internal Word of Mouth
- Encourage employee word of mouth and sharing feedback with family, friends, and others
- Offer rewards or commission for the word of mouth success
As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our GUIDED TOUR to access our exclusive resources that can help you put this whole thing together.
In the last post we started our series on word of mouth and talked about how to make your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We’re going to talk about the power of word of mouth and how to mould it to your advantage.
The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:
- Accelerate the decision making process for increased profits.
- You can accelerate product making decisions by making the process easier.
- Instead of low-ball advertising and the used car salesman approach, try delivering on your word of mouth promises.
Traditional advertising draws about one response for every thousand ads and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.
So, what exactly is word of mouth? Well, we know how powerful it can be, but to define it: Word of mouth is a communication that happens between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust.
Now, compare this to advertising where you are providing a message to a potential customer where they have not established relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now let’s take a look at some reasons why it works. Some of these are:
- The information is custom tailored to the potential customer because of the friendly relationship of the referrer.
- It’s more personal, relevant and believable.
- It’s customer driven.
- It’s self generating and can take on a life of its own, especially with the information age of the Internet.
- It becomes part of the product’s description.
- The source of word of mouth can be important and more effective when coming from an expert.
- Word of mouth saves you time and money.
To fully utilise word of mouth you need to understand:
- Where is your word of mouth coming from?
- What products are being affected by word of mouth?
- How is your word of mouth traveling?
Once you know these things you can work out a plan on how to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our GUIDED TOUR to access our wealth of resources and tools.
Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.
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Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson, we’ll get a feel for what exactly word of mouth is.
Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, the experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services positively, you’ll attract the right customers and client who will sustain your business for a long time.
Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariable to travel faster than good news and if you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know to not buy your products and services.
There are some stats to support this:
Word of mouth drives $6 trillion of annual consumer spending. Word of mouth marketing spend is expecting to grow by 70% for online WOMM and 30% for its offline counterpart. 43% of marketers using WOMM are estimating an increase in sales. Offline word of mouth increases sales by about 20%.
The age of technology has proved to be an amazing benefit in the world of word of mouth. With blogs, podcasts, online marketing, forums, social networking and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.
Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/client choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle.
- Increase the overall dollar amount customers spend on each purchase
- Increase your number of customers
- Increase the frequency of purchases
Let’s take a deeper look at decision speed.
Offer simplicity, ease and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends and make the decision to purchase faster. This can raise your market share by over 100 times.
The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees and product quality.
The next area I want to talk about quickly is how to minimise the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimise this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.
There are a few secrets to accelerate the customers’ decision making progress:
- Your benefits, features, claims and promises must be obvious, clear and concise.
- The information you offer must be complete, easy to understand, credible and balanced.
- Use comparisons that show a marked difference.
- Your guarantees must be rock solid and more than the customer expects.
- Make trial periods easy.
- You must have simple evaluations of your products or services.
- Testimonials need to be relevant and positive. (Remember that your customers are looking for social proof)
- Your support, delivery and other operational systems must be perfect.
- Your website can be as good as you make it.
- You can offer more than information, you can offer an experience that guides your customers gently through the decision-making process to make it easy for them to buy. Take it a step beyond by offering toll-free support numbers, software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.
This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they are experiencing in their purchasing experience that is making their decision time long, try our GUIDED TOUR and work with one of our coaches to come up with the best way to smooth out your purchasing experience.
Next time we’ll move forward with word of mouth and talk about the power of word of mouth and what exactly this powerful tool is and can be used for.