Generate and Convert

Posted by AndyM on November 5, 2009 under Business Growth | Read the First Comment

Why is this the “last” step? Well, it is the place in your marketing where you are most likely writing checks, PLUS you have to wait the longest to realize the results. It is best to maximize the benefit of generating new leads by having your “customer-maximizing” house in order.

I’ve put these two topics together because generating leads and converting them are inextricably tied together — one step naturally leads to the next.

Components of your marketing strategy:

• A well-defined target: geographics (where they are), demographics (who they are), and psychographics (why the buy — the emotional appeals that relate to the benefit you can provide)
• Your Unique Comparative Advantage: a good description of the problem you solve or benefit you provide and how/why your product or service is uniquely capable of delivering on the solution your target audience needs (we have a formula for developing a powerful UCA)
• Contact methods: the “portfolio” of media you use to contact those in your target audience at the right time, given the benefit you deliver
• The message: an attention-getting and compelling message that exposes the pain — the deficit your prospect is experiencing because they lack your solution
• The offer: the natural, “no-brainer” step toward a solution for your client that you make easily available to them by simply contacting you.
• The follow-through: your multi-step plan to capture their contact information and nurture the initial interest into a burning desire to meet with you, test your product, order it, agree to your pilot program, etc.