Another short video for you. Nothing to buy or to sign up for, for just some more practical elements you can implement in your business quickly.
I was speaking yet again at another major business event in Australia over the weekend, and I noticed that people who are switched on and doing well are already very clear about whether they are are on track for their goals or not, and they can articulate them with clarity. I wanted to inspire you to make sure, that by now you and your team are super clear and inspired by your goals, so you can focus and be in flow.
All over the world some business owners already feel overwhelmed and are craving for the next break. Some others still don’t know or feel confident about what they want from the business this year, and some others are already tempted to drop the bar and the standards. If you feel this way there is usually something that needs to be aligned in your business model or your method of operation.
It is easy to park the critical and strategic parts of your business, especially when you are bogged down in clutter and “busyness” and this is the major danger, that leads to ending the year with frustration and regrets. Days turn into weeks, and into a year and before you know it December 31 comes and yes, another year has gone.
Prevention is better than cure, so now is an awesome time to see if your ship is going towards its desired destination, and if not make the adjustments early as every new day is an opportunity to reset the clock and improve.
Some statistics show that the average business owner has about 2 hours of real productive time per day. So how do we utilise these precious hours?
To help you with that it is timely to give you a very brief overview of 2, no cost, easy strategies you can implement immediately and easily to see your productivity soar.
Just a quick video for you. Nothing to buy or to sign up for, just more good content with immediate insights, or things that you can implement in your business quickly.
After speaking at a major event in Australia over the weekend I was having that conversation about a company who was heavily relying on one source of traffic and leads, in that instance pay per click. As it happens sometimes, the search engine changes things and all of sudden their main supply was cut off. And I have seen this many times before.
In the old days we used to call this phenomenon concentration, when one of your clients was a major part of your revenue stream thus putting you under constant pressure. It is the same in other areas of the business.
How do you prevent this:
– make sure you mitigate by slowly and consistently building more pathways to your ideal customers, ideally some where you control the outcome and cost per acquisition.
– create demand, which is far superior than chasing people, especially as advertising costs always go up, and most industries become more sophisticated and competitive over time.
I am amazed how much faster marketing strategies spread now. A few years ago, people would use a variant of the old trick of using a milestone to promote, and used the new western calendar year to set up promotional campaigns.
It has spread like wildfire. If you are like my team, you are probably are getting tired of getting many emails telling you this year will be your best year ever, and giving a few random tips to ultimately sell you a program. Some programs may just make your year the most amazing indeed, but I just thought you might want to focus on concrete things regardless whether it is January or July. (We sent new year content in the past, when it was less widespread, email us back if you want that including our new year alignment template, or some of our contributions to media like the Sydney Morning Herald on getting back to business after the Xmas break).
Now back to the subject: marketing strategies. The above fact I stated at the start is a double edged sword. You can now learn the most cutting edge and advanced stuff to promote, that would have cost you tens of thousands in the past, control the budgets and monitor conversions and metrics, precisely and in real time, better than ever BUT it means that people can catch up to you faster than before. You might sometimes feel overwhelmed and challenged with all the options at your hand and all there is to learn.
Gone are the days where say you found out about something like SEO before everybody else and could cream it for months without being challenged (I loved that). Now you get offered SEO all day long by dozens of companies and every man and his dog competes with you.
You need to do things different and better than others and adapt at lightning speed and always keep up to date with the sharpest people that have proven records. This is beyond the ability of most entrepreneurs which is why we make sure during live events or for our clients, to only pick a limited number of simple strategies that are very effective and that are ahead of the pack, and check first that the fundamentals are correct.
There are indeed foundations and universal principles that you can get right, and these will be relevant no matter what campaigns you run. Get them right and you can get away with a lot, don’t and anything you will do will never work to the extent it could, if at all. You cannot get performance from a race car if you do not even know how to shift gears first. I find through interacting with thousands of businesses all over the world, most always ignore the fundamentals and pay the price for it, by working too hard for the results they get in their marketing and sales process.
Here is the first thing I would suggest for you today. It is very simple, usually overlooked as people will usually answer: “I know that already” but do not actually execute it properly. The first thing to figure out today is: What is my target market, who is my ideal customer? And do no pick the segment you assume has the most money as a lot of people wrongly do, pick the one you can most effectively serve and solve a real problem or need for. Where identified prospects are willing and able to pay for it, and for whom you will achieve better results/perceived relevant value than your competition.
Why? Because it is much easier to then advertise to them more efficiently, by communicating to them the message that will resonate with them. Which means increased conversions rates! Secondly marketing tools today offer so much ability to select and target; you will not only be able to massively decrease your costs, but also increase your effectiveness and hitting power. As once you have profitable campaigns you can really start to turn the heat on and dominate your space.
Some Criteria you need to look good online: what people will focus on and how can you influence it?
You need to make a great impression online on the first sight.
First you need to do a search on google and some of the main social media platforms for your business name and anything people who are likely to be searching about your business. Make sure there is nothing there, that is likely to hurt your reputation. Once this is done, you can work on making sure the right information gets displayed about you to your prospects. This can have tremendous impact on your conversions and sales. Get your team to click on all your links and make sure what people see is congruent with your brand. You should be controlling the messages and outcomes about your business.
Optimise your main social media profiles and secure all the url and names for all major platforms to have one consistent brand. You DO NOT want your competitors marketing your product under your name or something similar on other platforms. Get onto it from the start.
Everything communicates and helps visitors make a decision. Why not influence your prospects to go with you. Imagine losing a $50k customer because of your $5 logo. Is it worth it? No! Check everything and your visuals. A cheap video somewhere which conveys the wrong message can kill everything. Not good for business.
You can have less media and pages if you are on a budget but everything must make the right impression. Nowadays you can get outstanding video and graphics for almost nothing and look like a multinational so make use of the opportunity.
Your look and feel is important. You should refresh and update your content and look like you are active and evolving with the times. If you were to see a website done in 2000 and one done in 2016 they would look very different, right? The old one may not display properly on mobile, and will look like, well, from 2000! Does this hurt your business, you bet! In some industries, it will be less important, but in others it will be a huge let down and cost you a lot of money TO NOT LOOK THE WAY YOU SHOULD ONLINE as it will deter people from doing for business with you and it will send this revenue to your competitor who do things better online.
Authority is critical to building your trust and brand online. What image are you trying to convey? If you’re a smaller business and looking for business to build relationships. The bigger companies are looking for partners that can provide continuity and reliability. They might look for a physical contact address to see a more tangible side. If you don’t have a physical address, then get a virtual office – they are very affordable. If a larger company looks TO only work with established businesses and they see your mobile on your online pages, a gmail address in the contact and so on, you have lost that deal there and then. For one little change that could have cost 5 minutes to address, we could have seen a totally different outcome. You could be a large business too. If you give the wrong impression this is what people will remember.
Trust and Credibility: Go and get all the testimonials, endorsements, awards, media coverage you have. Display them in the right place for maximum impact.
Today a very powerful simple to implement strategy.
People often ask me where and how do we find the millions of dollars that I have contributed to add to many companies collectively all over the world.
I thought I would chose today one of the backbones of the system: conversions. I will give you a very simple trick to implement that as immediate impact. Conversions= make much more money from the same effort and number of leads. This is free to implement and applies to almost any business that has to talk to a prospect at some point or another.
Usually people cannot improve conversions because if we ask them why a prospect did not buy, all sort of stories come up. Nevertheless, no clear and specific data that can be worked upon and improved. Most often, this comes from fear of rejection, fear of being “pushy”. How to get over this?
This is what we ask people to do : to improve the data for reports in their CRMs. This will have even more impact if you have a team that sells for you.
Whatever happens, you need to get an answer when a prospect talks with you. “No” is okay, “yes” is better and “always” is the intention if they are someone you can serve effectively with integrity. “Maybe” is the only unacceptable answer. If you don’t have a “yes” or “no”, you must have a “why” and a “next step”. Anyone who is not willing to give you those basic indications does not deserve your time or is not the right person and you need to move on to the decision maker or find out what is wrong with the sales process if everyone is “just looking”.
So, here is what you do: take a small piece of paper to the size of business card and get it laminated. The front say “yes”: look at it before you talk to the prospect so you know what you aiming for. If it is a sale over the phone keep it within eyesight. The other side says “Why not” (now) & “Next step”. As long as you have that, you have a clear idea and the prospect is closer to come on board. All you need to do is follow up based on the info, or move on if they will never buy. So, you do not miss out on other customers that deserve your time and attention and generate revenues. I love it because it is so simple, which often means powerful. Of course, you adjust that to the sales type and cycle of your industry and you will usually not ask someone to buy a multi million dollar item after a 20 minutes interview, but you always want an indication and a next step.
A lot of the businesses that we regularly speak and work with have a lot of things in common. One element that comes consistently is the desire to have more customers, even for our established successful clients.
Here are some simple, yet not applied properly, guidelines on how to get better at this!
Have clear goals including what your customers look like:
Would you agree that you will have a much better business if you have good customers that stay, become raving fans, and value your services/products? The way you will attract those consistently is to first get clear on your ideal customer and target your market well.
One of the many hidden benefits: decreasing your marketing cost. Another one: saving you a lot of time if you are stretched so you spend your time on the right areas and with the right people.
Measure the right elements:
First you need to keep track of what you are achieving, religiously and consistently. Consistence is key in business. But let me tell you another priceless tip: do not stop at measuring your sales and numbers of customers. Actually, they are only a by product of your leads and your conversions. So, these two elements also need to be set, tracked, measured and improved consistently if you are to see more customers flowing to your business.
Get out and do it!
No action, no rewards. We find that a lot of businesses do not get the volume of business they want simply because they spend way too much time doing something else than sales related activities. If you want more customers, spend your most valuable asset, your time, towards promoting and selling and making sure everyone in your team and organisation also sells. The ultimate objective and the benchmark for lead generations that is part of our systems: have multiple lead generation streams that are as profitable as possible (in some campaigns, we help clients get paid for lead generation as opposed to paying for advertising), as automated as possible (some campaigns are full auto-pilot) with your best and improving conversion rates.