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Simplify Your Marketing With Client Flow
Today's video is, I think, one of the most important I've done.
It lays out a simple method for reviewing what you're doing with your marketing, identifying gaps, areas to improve, and things you can cut out completely. And it's fairly simple to do.
In the video I walk you through the method and show you how to apply it.
Hi. It's Ian here. Welcome to another 5 Minute Marketing video. This week's video is probably the most important one I've done. It's about a way of systematizing and simplifying your marketing that makes it massively more effective and much easier to do. I'll explain it all after the break.
Hi. It's Ian here. Welcome back. I was on a webinar earlier today with Josh Turner, who has a fantastic system for generating leads, building relationships, and winning clients using LinkedIn. Basically, Josh's system covers a number of key points for LinkedIn. When I thought about it, and as I was listening to the webinar, I realized that it highlighted some of the hallmarks of all effective marketing.
Now I'm going to show you a method you can use with any marketing you're doing, whether it's online with LinkedIn or Twitter or Facebook advertising or email marketing, whatever it might be, or offline as well, with networking and seminars and referrals, that'll allow you to really identify the areas of your marketing that are adding value and that are really delivering you clients, and the areas that aren't, so you can cut those out and really focus in and narrow down on what's going to work for you.
The key to it is that all your marketing and sales activities need to be lined up to bring you in new clients, right from that initial identification, so it's really the client flow process from focusing in on your ideal clients, generating leads, doing ongoing nurture to build relationships, build credibility and trust, and then to win clients. What you can actually do is, if you plot it out like this, you would obviously do it on a piece of paper rather than a flip chart and use a pen rather than a marker, but if you plot it out like this and you write these things down, you can identify what's working for you and what's not.
For example, if we take some of the marketing I'm doing for example, I typically will use Facebook ads and to a target audience of interests, and that would identify people who are consultants, coaches, and interested in winning more clients. That's my focus, is I'm using interest-based targeting to identify people who would be a good fit and who would be interested in buying some of my products. I then generate leads by running the Facebook ads. I run some to landing pages, and I do some straight to a blog post where I do retargeting to landing pages. That's my lead generation. That's how I get people, and obviously those that go to the landing pages get people to sign up for emails.
My ongoing nurture is I have a sequence of emails, but it's not just that. I don't just write emails in here. What is the actual sequence of emails that people follow, these specific clients follow? Basically I give them the 21 word email. I offer the Re-Ignite program and then offer Momentum Club, and then do a series of nurture emails that relate to the main features of Momentum Club, et cetera, et cetera. I have an ongoing nurture thing. How do I win clients? I have the Re-Ignite offer. It's around for about 4 days. I have an ongoing mention of Momentum Club in the emails. Now you can do exactly the same, no matter what marketing you are doing.
For example, you might choose that you want to go out and do presentations to groups of business owners, so small business owners might be your focus. You're going to use presentations to groups of small business owners. The lead generation is the presentation, but the key thing is to generate a lead. It's collection of a business card, so you have to think, what do I offer to get that business card? Is it a more detailed report on the thing I've presented about?
How do you then nurture them? Maybe if it's a case of a handful of business cards, you nurture the relationships personally, so you follow up with them. You maybe put a few phone calls in, maybe send them some stuff through the post. You maybe do various emails with them, so there's a personalized nurture. Again, don't just write down personalized nurturing. Write down what other steps I'm going to take to nurture all the leads I've generated through these presentations I'm doing.
What are the actual things I'm going to send them? What are the contacts I'm going to make? How am I going to turn them into actual clients? Am I going to offer them a strategy session? Am I going to invite them to a webinar where I offer them a strategy session? Whatever it might be, what's your method for turning those nurtured relationships into clients? As I say, no matter what type of marketing you're doing, you can plot it out on this matrix. What am I doing? Who am I focusing my marketing on? How am I generating those leads specifically? How am I nurturing them specifically? Not just email marketing, but what specific emails am I going to send? What specific sequences am I going to put them on? How am I going to win them as clients? Is it webinars? Is it one-to-one sessions? Is it offers in email? Is it, et cetera, et cetera? Really lay that out.
The key thing is anything that you're doing in your marketing and sales that's not on here, so if you end up writing down, “I'm doing networking at Chamber of Commerce meetings,” what are you doing to generate leads from that? “I'm kind of collecting business cards.” Sounds a bit weak. What's my follow up for that? “I don't really. I maybe drop them an email afterwards and say thanks for meeting. I'm just hoping that …” You see there's a big gap there.
Either you cut that out entirely, because it's not bringing you any value, or you plug in those gaps and you say, “Well, look, I'm generating some leads, but I really need some follow up systems in place and some winning client systems in place to make that deliver me value.” You might find some gaps in there. You might have a great system going, but a gap there. Fill in the gap. You may be doing some activities that don't quite match, so you're not sending them down the right sequence for that particular group of people.
If you analyze your marketing using this flow matrix, you can really highlight the gaps and plug those gaps. You can highlight when you're doing activities that you don't really need. You can highlight ways of improving those activities by aligning them up to make sure that the lead generation, the ongoing nurture, and the winning client work you do really lines up with the specific clients you're focusing on and will work for them. That's my 5 Minute Marketing Tip for this week, as I say, triggered by the webinar with Josh Turner on that. It was a great process for doing this that fills in all those gaps for LinkedIn. If you haven't watched the webinar replay, probably worth doing so via the link below. I'll see you next week.