Finding new leads and clients can be a challenging process.
Who to target? Which marketing platform to use? What type of marketing content to use?
The sales process can be overwhelming when a business rush in without a plan.
Your campaigns, sales materials and strategies can be simplified when you understand the business buying process.
Without further ado…
Business Buying Cycle
The first thing you’ll notice is that in this business funnel, leads is right in the middle. And there’s good reasons for that.
By understanding how to bring a potential customer down this funnel, your marketing strategies can become more targeted and you’ll get better results.
This also helps you plan your strategies better and set aside the right budget for each stage of the business cycle you find yourself at.
Defining the Awareness Stages
First thing we need to clarify is what each stage means.
These are groups of visitors on your website or marketing campaign who have never heard about your company or even your industry. They have no reason to trust your company or are they even looking for a solution to their problems at this stage.
They could have ended up receiving your marketing promotions from a friend or through a social media post.
The important thing to do at this stage is to build brand awareness just to let them know about your company.
Possible call-to-action for this group is to get them to share your blog articles or social media postings.
These are businesses or individuals who will make good targets for your business services. At this point, they would have some knowledge of your business or at least your industry.
They have not indicated any interest in your services yet but that does not mean you should let them go.
Continue to use quality educational blog posts to get them coming back to your website. Identify high-probability prospects and rank them according to how much they would need your services.
Your goal should be to convert these businesses into leads through premium content from a landing page.
From this stage on, you’ll be spending a lot more effort to turn them into customers for your business.
Leads are those who have indicated an interest in your business and want to know how you can help solve their problems.
If you’ve been setting up your campaign properly, your leads should be on your mailing list.
Maintaining your business newsletter will start to pay off here as it forms a bulk of your lead nurturing process.
Opportunities to Sell
If you’ve been regularly letting your leads know your business is active and can help them with their problems, it is time to ask for a sale.
By now your leads have been warmed up enough to know about the benefits of your solution.
As they understand the value of what you’re offering, you’ll want to ask them down for a trial, demo or consultation to do a proper business presentation.
This will be your opportunity to sell your services proper.
Congratulations, you have gotten yourself a new client.
But your work doesn’t end here as a client can help your business in this 2 ways.
- Repeat business
- Referring business
I’m sure you’ll agree that it is easier to sell to an existing customer then a new prospect right?
Maintain a deeper relationship with your clients will help you to sell even more and grow your business faster.
Make it easy for your clients to recommend your services either through the internet or by word-of-mouth. If you’re looking to automate your sales process, then customer relationship management has got to be your strategy here.
Get Sales Leads With Copywriting
A common mistake many new businesses make is to go directly into the last stage of the funnel with strategies meant for the first stage.
While a lead generation strategy will help increase your conversion rate and sales, the entire process can take months to be properly executed.
Months which many new businesses cannot afford.
Yet reaching out to the wrong group of audience can be a bad investment for any business with limited budget.
Does that mean there’s no way out?
Well that’s where a direct response copywriting strategy comes into the picture.
While you’re encouraged to continue building this complete content marketing approach towards getting clients, using copywriting techniques can help your business skip a couple of stages in this funnel.
Using a direct mail package can help you convert a complete suspect into a business lead. Or using an email promotional letter could help you arrange for a sales presentation directly.
The number of possibilities are plenty so long as you know who your target audience are and your ultimate marketing goal.
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