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Ever wondered what it means? – 85 Marketing terms explained

Ever wondered what it means? – 85 Marketing terms explained

Ever wondered what that new “buzz word” or lingo means that gets thrown around at the marketing meetings? This might help…

Trying to keep up with and understand all the latest terminology that you hear in marketing meetings can get overwhelming very quickly. For this reason, I’ve put together a list of the 85 most popular terms that get’s used the most.

1. A/B Testing (Also known as Split Testing) 

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts.
This is often done in email campaigns or ads. An example of this would be to change a headline, subject line, CTA or image.

 

2. Ad

An advert that is paid for and running to a specific audience.

 

3. Ad Set

A set of multiple ads running to one specific target audience.

 

4. Affiliate

A person that is affiliated with a product, system or platform. As an Affiliate, you can promote another company in return for (normally in the form of financial) compensation or commission.

 

5. Affiliate Program

The division of a business where you can register as an official Affiliate in order to start promoting their product or service in exchange for compensation.

 

6. Analytics

The tracking of data and creating meaningful patterns in order to improve future marketing endeavours. This data is normally collected from websites, landing pages, ad campaigns, email campaigns, social media, etc.

 

7. API/API Key (Application Programming Interface)

APIs are a series of rules in computer programming. A set of protocols that are used by programmers to create applications for a specific operating system or to interface between the different modules of an application.
Think of an API as a doorway to another system. One system will peek through a door to see how and where it can connect with another system.

 

8. Audience/Target Audience

A group of predetermined people that you want to target specifically in your marketing efforts. These will normally be the people that you want to attract as your ideal clients.

 

9. Autoresponder

An automated (and pre-built) system that will automatically respond if a prospect interacts with your website, landing page, etc. Normally this will be an email, SMS, or chatbot.

Learn more about Chatbot autoresponders with this chatbot demo.

Learn more about email marketing autoresponders here.

10. Avatar

The persona that you create during the process of fully understanding your ideal customer.

Get a better understanding of your Avatar and what to offer them here.

 

11. B2B (Business to Business)

When a business sells to another business. (Like Google)

 

12. B2C (Business to Consumer)

When a business sells directly to the consumer. (Like Apple)

 

13. Blog/Blogging

Started out as web log, later weblog and eventually shortened to blog.
A Blog is a piece of copy written on a specific topic that showcases the writer’s view, opinions and standpoint.
Blogging is the process of creating a blog (that consist of multiple blog articles) and loading it on a predetermined web page.

 

14. BOF/BOFU (Bottom Of Funnel)

A stage in the buying process that happens last. At the bottom of funnel, a lead gets to a part in the buying journey where they are converted into a customer.

Learn more about what a funnel/sales funnel is here.

15. Bounce Rate

Website Bounce Rate: The number of people who land on your website and leave without clicking on anything.

Email Bounce Rate: The rate at which an email was unable to be delivered to a recipient’s inbox.

 

16. Campaign

A marketing campaign is a process of creating and running ads to very specific or targeted audiences.

 

17. Conversion Rate

The rate at which a campaign converts people who see your ad into customers.

 

18. CPC (Cost per Click)

An advertising metric that’s used to determine what a marketer will pay for an ad based on how many clicks the ad gets.
CPC is most often used with Google and Facebook ads.

 

19. CPL (Cost per Lead)

One of the most important metrics to keep track of. It is the total cost marketing pays to acquire a new lead for the business.

 

20. CRM (Customer Relations Manager)

Software that helps you organize all of your marketing and sales activities. You can store contact information, track where in the sales process a lead is, who is handling the lead, track emails, store deals, and more.

Resource Side Note: Although it is not a full CRM, ClickUp can be set up to work as a CRM system and I love using it every day in my personal life and business. Create a free account here to see what it can do.

Here is an overview video about ClickUp

 

21. CSS (Cascading Style Sheets)

This is the code that gives your website its style like fonts, colours, background images, etc.

 

22. CTA (Call To Action)

When you give a person that is reading your blog, email, webpage, or that is viewing your video a direct order of a step he needs to take next.
E.g. “Click here to claim your special discount offer.”

 

23. CTR (Click Through Rate)

The percentage of your audience that clicks on a link to proceed to the next step of your sales funnel, campaign or website. Normally it is calculated by the total number of clicks on your CTA, divided by the number of opportunities they had to click (e.g. the number of page views, emails sent, etc.)

 

24. Customer LTV (Lifetime Value)

The total amount a person will be spending during the years that he/she remains a customer of your business.
Understanding this very important metric can help you better calculate your allowable marketing spend to acquire more customers.

 

25. Demographics

A specific profiling aspect when creating your audiences that takes into consideration age, gender, income, family life, social class, etc.

 

26. Discovery Call

The very first call with a prospect to determine if you are a good fit to work together.

 

27. Domain

A group of computers and devices on a network that is administered under the same protocol. The top-level of your domain name indicating the type of organization, geographical location, or both, and is officially designated in the suffix. (e.g. .com, .co.za, .org.za, .edu)

 

28. Email Automation

A sequence of emails sent at specific times when specific actions were taken. Normally trigger automatically via a signup form on a web page.

Learn more about email automations here.

29. Evergreen Content

Content that is available and relevant at any time during the year and that can be accessed by a prospect at any time.

 

30. Eyeballs

People that see your ad or content.

 

31. Form

A group of fields that are placed together on your web page where visitors can supply their information in exchange for your offer. It is also a way for a prospect to become a lead or to get a person to make contact with your business.

 

32. Funnel Pages

Landing pages that forms part of a sales funnel.

Learn more about what a funnel/sales funnel is here.

Learn more about landing pages, sales pages, and funnel pages here. 

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

 

33. H2H (Human to Human)

B2B and B2C are the prefered terms when it comes to sales and marketing but a lot of people prefer to think that they are marketing and selling to other humans. Marketing or selling “human to human” is just another way of approaching your own marketing mindset.

 

34. Hashtag

Hashtags are a way for you and your readers to interact with each other on social media. Your audience can follow the hashtags that you often use. They tie public conversations on Facebook, LinkedIn, Instagram and Twitter.
The hashtags themselves are simply a keyword phrase, spelled out without spaces, with a pound sign (#) in front of it.
E.g. You can follow the hashtag #HowAboutThis to get notified as soon as How About This loads or shares new content.

 

35. Headlines

An eye-catching header sentence is used to grab the attention of your reader as soon as they land on your page.

 

36. HTML (HyperText Markup Language)

It is a language used to write web pages. It forms the core of any website.

 

37. Infographic

A type of content that is visual in nature. It takes a complex topic and makes the information easier to consume and understand.

 

38. Integration

The process of connecting two or more systems to work together. Normally done via an API or a system like Zapier.

 

39. Keyword

Keywords (or keyword phrases) are the topics that webpages get indexed for in search results by search engines like Google.

 

40. Keyword Research

The process of researching what keywords or keyword phrases will best suit your content or web page.

 

41. KPI’s (Key Performance Indicators)

A performance measurement that’s used to track the progress towards marketing goals. These need to be constantly evaluated against industry-standard metrics.

 

42. Landing Pages

A page that a prospect can land on that contains info about your product or service. A prospect also gets the opportunity to complete a form with their info in exchange for an offer you have. Usually, a page on your website or as part of your sales funnel.

Learn more about landing pages, sales pages, and funnel pages here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

 

43. Lead (A lead)

A person or prospect that has shown interest in your product or service.

 

44. Lead Generation

The process of generating more interest in your products or services. Getting more Eyeballs/prospects to become leads by filling in a form and claiming an offer you have.

Learn how to generate leads using Facebook Ads here.

 

45. Lead Magnet

Something of value you offer other people in exchange for their contact information. A lead magnet is usually free and gives some sort of result or outcome to your target audience. This can be a worksheet, template, training video, etc.

 

46. Lead Nurturing

Engaging and building relationships with the new leads that you have generated in an attempt to convert them into paying customers.

 

47. Lead Qualification

The process of determining if a lead is a good fit for you to do business with or if they will just waste your time and energy.

 

48. Live Stream

Doing a video over the internet live where people can interact with you in real-time. This can be done on platforms like Facebook and YouTube. The idea is to share valuable information with your audience in a live and very personal way.

 

49. LMS (Learner Management System)

A system that is used to create online courses that you can sell. You can track the progress of your students on a system like this.

Resource Side Note: Currently, I am using Thinkific as my preferred LMS. Get a 30 day FREE trial on the Pro+Growth plan here.

 Also, consider SamCart for a great course building and LMS system. Here is a 30-Day Trial.

 

50. Marketing Automation

The entire process of creating an automated marketing campaign that starts with ads and goes through lead generation, email autoresponders and automations, till the point where they become clients.

 

51. Mobile Optimization

Designing and optimizing your website so that it’s easy to read and navigate from a mobile device.

 

52. MOF/MOFU (Middle Of Funnel)

The stage of a funnel that a prospect enters after they identified a problem. It is at this point where you position your business as the solution to their problem.

Learn more about what a funnel/sales funnel is here.

 

53. Monthly Recurring Revenue

A monthly subscription payment you receive for your products or services.

 

54. Niche Market/Business

A very specific segment of a market or industry that you want to supply or get on board as customers.

 

55. Offer

Some sort of an asset that you can use on a landing page as a lead magnet to generate new leads.

 

56. Onboarding

The process of getting a new paying client into your business.

 

57. Online Marketing/Digital Marketing

Promoting your business to potential clients over the internet by means of ads and/or sales funnels.

 

58. Opt-In

The action a person takes to give you confirmation that you can contact them or that they want something you offers. A person will “opt-in” to your email list or your lead magnet.

 

59. Opt-In Page

A landing or funnel page where you give someone the opportunity to opt into your offer or lead magnet.

 

60. Open Rate

Open rate is an email marketing metric that measures the percentage rate at which emails are opened. (Also used in chatbot and message marketing.)

 

61. Paid Ad

An advert that is paid for and running to a specific audience. A “post” or a “boost” is not a paid ad.

 

62. Pixel

The tracking tool of Facebook. It is a piece of code that gets installed on your website in order to track and build audiences that you can show ads to.

 

63. POC (Point of Contact)

A representative of a business who is the decision-maker or facilitator from their organization that you want to start trading with.

 

64. Post

Sharing a piece of information/content online through your social media pages.

 

65. PPC (Pay per Click)

This is a method of advertising online where you only pay when someone “clicks” on your ad.

 

66. QR Code (Quick Response Code)

A two-dimensional barcode that is readable by barcode scanners and camera phones. The information encoded can be text, URL, or other data.

 

67. Referral

A prospect or a lead that is generated from someone who may be interested in what the salesperson is selling.

 

68. Responsive Design

A website or landing page that changes depending on what device it is being viewed.

 

69. ROI (Return On Investment)

A way to measure the profitability of the investment made for a marketing campaign or ad campaign.

 

70. SaaS (Software-as-a-Service)

A software distribution method where a service provider gives customers access through the internet to applications.

 

71. Sales Funnel

The entire sales process. From the first time a prospect sees you until they become a customer.

Learn more about what a funnel/sales funnel is here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

72. SEO (Search Engine Optimization)

A method of tweaking elements on a web page to increase its visibility and performance in web search results.

 

73. SLA (Service Level Agreement)

An agreement that defines the expectations between two parties. Can be between a Sales team and Marketing team, or between a supplier and a client.

 

74. Social Proof

A psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation. If people give you praise for your excellent product or service, others would also want it. Social proof is applied to your social media and web pages in the form of reviews and testimonials.

 

75. Split Testing (Also known as A/B Testing)

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts.
This is often done in email campaigns or ads. An example of this would be to change a headline, subject line, CTA or image.

 

76. Sub Domain

A part of a larger domain in the web Domain Name System hierarchy.

 

77. TOF/TOFU (Top Of Funnel)

Whereas the Bottom Of Funnel is the stage in the buyers journey where a prospect is ready to spend money in your business, Top Of Funnel is the initial contact stage where they become aware of what you can offer them. By creating TOF Content, you create awareness and help prospects to identify the problems they have that you can solve.

Learn more about what a funnel/sales funnel is here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

78. Tracking Code

A piece of code that gets installed on your web pages to track the activities and behaviours of people on your pages. E.g. Facebook Pixel, Google Analytics, etc.

 

79. UI (User Interface)

A type of interface that allows the user to control a piece of software or a system.

 

80. URL (Uniform Resource Locator)

The address of your web page. Each page, image, content piece, etc. will have its own unique URL in order to be located on the internet. E.g. https://www.howaboutthis.co.za or https://learning.howaboutthisacademy.com/

 

81. USP (Unique Selling Proposition)

That one thing that you offer that makes you unique and different to your competitors.

 

82. UX (User Experience)

The way that a user experiences his interaction with you online or in a system, app or on a website.

 

83. Webinar

A seminar or presentation conducted over the internet. A good way to share valuable content, generate leads and drive sales.

 

84. White Paper

An informational guide on a specific pain point of your prospect. Used to generate interest in your products/services and also a great way to generate new leads. E.g. A “How to” guide.

 

85. Workflow

Another way to describe a lead nurturing campaign. It’s a set of triggers that moves a person from the “lead stage” to the “customer stage” through a natural and nurturing process.

Please note that some of the links in this article are affiliate links and I will earn a small commission but only when you actually make a purchase and not for you clicking on it.

If you would like to learn more about what affiliate marketing is and how it works, feel free to contact me at any time.

Using Online Marketing As A Growth Tool

Using Online Marketing As A Growth Tool

How modern technology makes marketing better than print media.

  When I was a kid, we were fortunate enough to go to the coast for the summer holidays. Along the road at all the toll gates, people were handing out fliers as we pulled in to pay the toll. As a child, you would look at it, see the pretty pictures and then toss it aside so that you can continue with your Gameboy winning streak while listening to your favourite music on your walkman. This is about the same way I see traditional marketing, like print media. You see the pretty pictures, but you do not fully understand why they are trying to sell you something, so you toss it aside. This is precisely how modern technology makes digital online marketing so much better than any other form of marketing.

“Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to calculate your ROI”.

Marketing your product or service is sometimes seen as a waste of money. I’ve heard this so many times before: “I do not get new clients from that ad.” Or “ “How do you know that ad is making you money?” Online marketing (when implemented correctly) can provide you with actual data that you can use to your advantage to effectively grow your business. Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to calculate your ROI. Different to that “Toll Booth Flyer”, online marketing gives you the opportunity to be selective about who sees your ads, and when they see them. You want the right type of prospect to look at your ad, at the right time, when he is in a mindset of paying for your product or service. This effectively allows you to spend your money wisely.  Every time you spend money, it’s for an emotional reason. Does not matter what or when. Let’s Look At Some Examples: You need it. Your wife will love it. It looks good on me. It makes me feel healthy. Etc. Online marketing allows you to put your ad in front of your prospect at that very same time that he is emotionally ready to pay.  “Ok that may be true, but I do not understand the technical side of it and how it works Stephan.” That is why you need to surround yourself with people that have the skills and the know how. “My marketing does not generate new income because we do not know how to reach our ideal client.” That is probably the most critical part of any marketing strategy, understanding and targeting your ideal client. The two main factors for any marketing campaign is this: 1. Fully understanding your ideal client, and his wants and needs. 2. Copy that speaks directly to him. Once you have that in place, it becomes easier to create a strategy to use your online marketing budget to it’s fullest, without throwing money in the water. This is where platforms like Facebook, Instagram, Messenger and Google becomes your best friends and your best “marketing employees.”

“The more you interact with your clients, and potential clients online, the better for you and your budget”.

It is still possible to achieve this even if you do not understand the tech or if you are not the worlds best copywriter. How? By getting the experts in those fields to help you. Embrace digital life. The more you interact with your clients, and potential clients online, the better for you and your budget.   Some resources for you to use: Russell Brunson has built a following of over a million entrepreneurs and has helped business owners to grow their companies. He popularized the concept of sales funnels and co-founded a software company called ClickFunnels. I can recommend his books to anyone that wants to expand their business or that wants to learn how to create a following for yourself and your business. Here are the links to 3 of the books he has written that will help you to rapidly grow your company on digital platforms:

If you want to start building your own funnel, the One Funnel Away challenge is an excellent step-by-step system you can follow. Get more info here. 

You can find the links for some great books below:

ClickFunnels - 14 Day FREE Trial

This software will let you create:
  – Squeeze Page Funnels…
  – Automated Webinar Funnels…
  – Product Launch Funnels…
  – Sales Funnels (and integrates with shopping carts!)
  – Membership sites…
  – And a WHOLE LOT MORE!
Want to see a demo of the software in action? Check it out here:

Expert Secrets - Russell Brunson (FREE Book)

“Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice…”

If you want to learn how to build your brand and business, this is the book for you.

 

Network Marketing Secrets - Russell Brunson (FREE Book)

If you’re in network marketing, there is a game-changing book that just came out that you need to add to your collection… (and since you can get it for FREE, why not…right?) 

Russell Brunson recently launched his newest book called:

“Network Marketing Secrets” 

…and, he’s actually PAYING for your copy of the book…for a very limited time, I’m sure. 

All you’ll cover is shipping. 

DotComSecrets - Russell Brunson (FREE Book)

“DotComSecrets: The Underground Playbook For Growing Your Company Online…”

Building an online company can now go from dream to reality with this book as a guide.

How modern technology makes marketing better than print media

When I was a kid, we were fortunate enough to go to the coast for the summer holidays. Along the road at all the toll gates, people were handing out fliers as we pulled in to pay out toll. As a child, you would look at it, see the pretty pictures and then toss it aside so that you can continue with your Gameboy winning streak while listening to your favourite music on your walkman. This is about the same way I see conventional marketing. You see the pretty pictures, but you do not fully understand why they are trying to sell you something, so you toss it aside. This is precisely how modern technology makes digital online marketing so much better than any other form of marketing.

“Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to see your ROI”.

Marketing your product or service is sometimes seen as a waste of money. I’ve heard this so many times before: “I do not really get new clients from that ad.” Or “ “How do you know that ad is making you money?” Online marketing (When implemented correctly) can provide you with actual data that you can use to your advantage to effectively grow your business. Having the numbers that accurately show you what your marketing campaigns are doing is the perfect way to see your ROI. Different to that “Toll Booth Flyer”, online marketing gives you the opportunity to be selective about who sees your ads. You want the right type of prospect to look at your ad at the right time when he is in a mindset of paying for your product or service. This effectively allows you to spend your money wisely. Every time you spend money, it’s for an emotional reason. Does not matter what or when. Some Examples: You need it. Your wife will love it. It looks good on me. It makes me feel healthy. Etc. Online marketing allows you to put your ad in front of your prospect at that very same time that he is emotionally ready to pay. “Ok that may be true, but I do not understand the technical side of it and how it works Stephan.” That is why you need to surround yourself with people that have the skills and the know how. “My marketing does not generate new income because we do not know how to reach our ideal client.” That is probably the most critical part of any marketing strategy, understanding and targeting your ideal client. The two main factors for any marketing campaign is this: 1. Fully understanding your ideal client and his wants and needs. 2. Copy that speaks directly to him. Once you have that in place, it becomes easier to create a strategy to use your online marketing budget to it’s fullest without throwing money in the water. This is where platforms like Facebook and Google becomes your best friend and your best “marketing employee.”

“The more you interact with your clients and potential clients online, the better for you and your budget”.

It is still possible to achieve this even if you do not understand the tech or if you are not the worlds best copywriter. How? By getting the experts in those fields to help you. Embrace digital life. The more you interact with your clients and potential clients online, the better for you and your budget. In the next Blog: Now that you know that it is possible to create an effective online marketing campaign, in the following article we will discuss how you can handle all those new hot leads that will start streaming into your business.

Handling the new qualified leads.

Handling the new qualified leads.

All these qualified hot leads are now streaming in, now what?

Getting al the new customers that are eager to spend money with you is fantastic, but, if you can not pay attention to each one, you might lose a sale and a potential long term client.

Keeping track of who contacted you and who you approached can sometimes be tricky, especially if you do not have systems in place to process this information. I want to explore this a bit and have a look at some things I came across that might make this a bit easier for you.

“That “Wow I need this” feeling that you must create with your prospect is what will get them to react on your call to action”.

For a potential prospect to respond to your ad or call to action, you need to have a fantastic, jaw-dropping offer that they can not say no to. What will make you stand out from your competitors when it comes to your products or services? That “Wow I need this” feeling that you must create with your prospect is what will get them to react on your call to action.

But as soon as someone reacts on that ad or call to action, YOU need to take action. While the step that your prospect just took is still fresh in his/her mind, you need to close the deal. The longer the gap between them taking action and you responding, the more likely it will be that you will lose the sale. People forget easily.

A fantastic tool that you can consider using for quick follow-ups is a system called LeadOwl.
LeadOwl sends you a notification directly on your cellphone immediately after a new lead comes in. It then collects the leads’ information and gives you a few options to quickly respond to that lead. You have a choice to either call the lead directly from the app, send 1 of 3 preset text messages or send 1 or 3 preset emails.

If you are interested in doing a trial of LeadOwl, you can access the platform here.

The support and service you offer are (I feel) in most cases much more important than the product you are trying to sell them. You can have the most simple product, but if your service is excellent, they will return for more. With that said, you need to follow up on the new leads asap. Remember, a qualified lead has not yet spent money with you. He is still one step away from becoming a customer, and that is where your personalised email or phone call comes in to close the deal.

The most time-consuming part of this is keeping track of all of this. Who did I follow up on? When was it? Was it a call or an email? What was the result of that contact? It becomes easy for you to forget something and that might cost you a sale.

A lot of small companies that do not yet have big budgets cannot afford a proper CRM system. But even if you have one, it is not always wise to add leads in there that might clutter the system. I found that using a spreadsheet as a “stepping stone” is the easiest solution.

It is relatively effortless to automate your online systems to auto-populate a spreadsheet for you and then all you have to do is fill in the blacks. As soon as you contacted someone, make the note. Once that lead becomes a paying customer, then you can transfer them to your CRM system for future follow-ups. If you do not have a CRM system, keep on using the spreadsheet. It works perfectly fine.

“But, keep it simple. Do not over complicate your marketing systems because that can also have the opposite effect of what you are trying to achieve.”

So the thing I would like to end off with is the fact that you need some system to track what you are doing with your leads. Make notes, use colours, be creative. It is a big timesaver if you have that kind of “Digital Assistant” to help you. But, keep it simple. Do not over complicate your marketing systems because that can also have the opposite effect of what you are trying to achieve.

 

Lead Owl

The longer you wait to follow up with a new lead, the quicker you will lose the sale. It is crucial that you respond to a new lead as quickly as possible. I would even say that you have to call them within minutes.

Lead Owl is the most fantastic tool to assist you with this. You get immediate notifications on your phone with all the info you need about your new lead. You can even Call, Email or send a text message straight out of the mobile app.

I highly recommend Lead Owl if you want to speed up your lead followup and if you want to increase your deal conversion rate.

All these qualified hot leads are now streaming in, now what?

Getting al the new customers that are eager to spend money with you is fantastic, but, if you can not pay attention to each one, you might lose a sale and a potential long term client.

Keeping track of who contacted you and who you approached can sometimes be tricky, especially if you do not have systems in place to process this information. I want to explore this a bit and have a look at some things I came across that might make this a bit easier for you.

“That “Wow I need this” feeling that you must create with your prospect is what will get them to react on your call to action”.

For a potential prospect to respond to your ad or call to action, you need to have a fantastic, jaw-dropping offer that they can not say no to. What will make you stand out from your competitors when it comes to your products or services? That “Wow I need this” feeling that you must create with your prospect is what will get them to react on your call to action.

But as soon as someone reacts on that ad or call to action, YOU need to take action. While the step that your prospect just took is still fresh in his/her mind, you need to close the deal. The longer the gap between them taking action and you responding, the more likely it will be that you will lose the sale. People forget easily.

The support and service you offer are (I feel) in most cases much more important than the product you are trying to sell them. You can have the most simple product, but if your service is excellent, they will return for more. With that said, you need to follow up on the new leads asap. Remember, a qualified lead has not yet spent money with you. He is still one step away from becoming a customer, and that is where your personalised email or phone call comes in to close the deal.

The most time-consuming part of this is keeping track of all of this. Who did I follow up on? When was it? Was it a call or an email? What was the result of that contact? It becomes easy for you to forget something and that might cost you a sale.

A lot of small companies that do not yet have big budgets cannot afford a proper CRM system. But even if you have one, it is not always wise to add leads in there that might clutter the system. I found that using a spreadsheet as a “stepping stone” is the easiest solution.

It is relatively effortless to automate your online systems to auto-populate a spreadsheet for you and then all you have to do is fill in the blacks. As soon as you contacted someone, make the note. Once that lead becomes a paying customer, then you can transfer them to your CRM system for future follow-ups. If you do not have a CRM system, keep on using the spreadsheet. It works perfectly fine.

“But, keep it simple. Do not over complicate your marketing systems because that can also have the opposite effect of what you are trying to achieve.”

So the thing I would like to end off with is the fact that you need some system to track what you are doing with your leads. Make notes, use colours, be creative. It is a big timesaver if you have that kind of “Digital Assistant” to help you. But, keep it simple. Do not over complicate your marketing systems because that can also have the opposite effect of what you are trying to achieve.

In the next Blog:
First, however, you need to get these qualified leads. We will explore a lot of different key aspects of this in future, but in the next Step, we will chat about why you should be running special offers and how to successfully do it.

Implementing profitable special offers.

Implementing profitable special offers.

Why you should be running special offers and how to successfully do it.

Sometimes it seems like if you are running a special offer, you are desperate. Looking desperate in the eyes of customers or competitors is not a good thing. So how do you give your clients a great deal, grow your income and still look like the top player in your industry?

“…running a great offer means that I have the opportunity to grow my brand, create awareness about my product/service and get people into my door.”

A few times in my life I’ve heard company owners saying things like “The profit margin on a special offer is too small. It’s not worth it” or “With specials, we are just losing money.” Thinking like this means that you are missing the point of running a great jaw-dropping special offer.

To me, running a great offer means that I have the opportunity to grow my brand, create awareness about my product/service and get people into my door. Is this not fundamentally what we need in order to expand our businesses?

Don’t just run a special for the sake of giving a discount with the hopes of making a few sales. Think about what you want to achieve. There needs to be meaning behind what you are doing.

 

Ask yourself the following few questions before you decide on your offer:

1. Who am I trying to sell to? Who is that ideal person that I want to spend money with me?

2. What problem does he have that I can try and solve?

3. What product or service can I offer to solve that problem? (And then only do you decide WHAT you will have a special on)

4. What kind of a deal or discount can I offer with this product or service?

5. (and the last step that a lot of people miss) What other product or service can I provide to “supplement/complement” the first one? – See this as your opportunity to make up for the discount you give with your initial offer.

 

Structuring the different offers you have in a logical way to progress a customer to a bigger better product/solution is called a value ladder.

 

To assist you in understanding who your ideal client is that you are trying to sell to, we have a worksheet that you can download that will guide you through this process.

Download Avatar Worksheet

To assist you in understanding and creating your own value ladder, we have a mini-course to help you get started.

Create Your Value Ladder Here

We as humans are weird when it comes to buying things. We buy for emotional reasons.

Think about this: when you add something into a shopping cart that you want to purchase from a website, do you immediately press the “Pay Now” button? No, not always. You first take a beat to think about it. “Do I need this? Can I afford it?” Whatever your question is, the point is that there is almost always a question that makes you hesitate, even if it’s just for a second. There is always some emotion involved whether it’s excitement, happiness, doubt or whatever, there is something.

Your special offer needs to address that emotion. You need to get your prospect to understand that “It’s ok, you can continue with your purchase. You are making a good choice.”

After almost every sale, we then search for the answer to the question “Did I just waste my money or was this a good choice?” You as the person running the special offer needs to address this question as soon as possible. How? By sharing the solution, advantage or benefit of the purchase your customer just made. Offer a second product/service that compliments his first purchase. Make them feel like they made the best decision ever. If you can successfully achieve that, they will come back again and again and again, just because you make them feel good.

When you can offer a second product/service or if you can get that customer to return, that is when you start getting profitable.

“If you can make the emotional connection, you can make the sale, and get them to return.”

Always remember that if you can add value to the question of why they need to spend money with you, you will have a successful campaign. And as I mentioned before, the added benefit of your product/service or the solution it offers is much more important than the product or service itself. If you can make the emotional connection, you can make the sale, and get them to return.

 

 

Why you should be running special offers and how to successfully do it.

Sometimes it seems like if you are running a special offer, you are desperate. Looking desperate in the eyes of customers or competitors is not a good thing. So how do you give your clients a great deal, grow your income and still look like the top player in your industry?

“…running a great offer means that I have the opportunity to grow my brand, create awareness about my product/service and get people into my door.”

A few times in my life I’ve heard company owners saying things like “The profit margin on a special offer is too small. It’s not worth it” or “With specials, we are just losing money.” Thinking like this means that you are missing the point of running a great jaw-dropping special offer.

To me, running a great offer means that I have the opportunity to grow my brand, create awareness about my product/service and get people into my door. Is this not fundamentally what we need to expand our businesses?

Don’t just run a special for the sake of giving a discount with the hopes of making a few sales. Think about what you want to achieve. There needs to be meaning behind what you are doing.
Ask yourself the following few questions before you decide on your offer:
1. Who am I trying to sell to? Who is that ideal person that I want to spend money with me?
2. What problem does he have that I can try and solve?
3. What product or service can I offer to solve that problem? (And then only do you decide WHAT you will have a special on)
4. What kind of a deal or discount can I offer with this product or service?
5. (and the last step that a lot of people miss) What other product or service can I provide to “supplement/complement” the first one? – See this as your opportunity to make up for the discount you give with your initial offer.

We as humans are weird when it comes to buying things. We buy for emotional reasons. Think about this: when you add something into a shopping cart that you want to purchase from a website, do you immediately press the “Pay Now” button? No, not always. You first take a beat to think about it. “Do I need this? Can I afford it?” Whatever your question is, the point is that there is almost always a question that makes you hesitate, even if it’s just for a second. There is always some emotion involved whether it’s excitement, happiness, doubt or whatever, there is something.

Your special offer needs to address that emotion. You need to get your prospect to understand that “It’s ok, you can continue with your purchase. You are making a good choice.”

After almost every sale, we then search for the answer to the question “Did I just waste my money or was this a good choice?” You as the person running the special offer needs to address this question as soon as possible. How? By sharing the solution, advantage or benefit of the purchase your customer just made. Offer a second product/service that compliments his first purchase. Make them feel like they made the best decision ever. If you can successfully achieve that, they will come back again and again and again, just because you make them feel good.

When you can offer a second product/service or if you can get that customer to return, that is when you start getting profitable.

“If you can make the emotional connection, you can make the sale, and get them to return.”

Always remember that if you can add value to the question of why they need to spend money with you, you will have a successful campaign. And as I mentioned before, the added benefit of your product/service or the solution it offers is much more important that the product or service itself. If you can make the emotional connection, you can make the sale, and get them to return.

In the next Blog:
We will look at why people spend money on your product/service, and why not. What makes you stand out from your competitors.

What gets someone to spend money on your business?

What gets someone to spend money on your business?

Why people spend money on your product/service, and why not.

  With businesses popping up everywhere it becomes more difficult, day by day, to get, and retain new clients. I can not give you a solution to this problem but, I can share with you my experience and what I see happening in other businesses.

“We buy for emotional reasons. It might not just be that we are emotional about the product we want to buy, but we have emotions towards the buying process.”

The fact that it is so easy for anyone to start a company means that your competition is getting bigger. This causes very competitive prices, and a result of that is smaller profit margins for you. Getting around this can be tricky because you do not want to drop your prices so far that you go bankrupt, but you also do not want to scare away customers with high prices. How do you approach this?

An interesting thing about potential buyers is that they will always shop around for the lowest price. But for some reason, a lot of people opt for the best quality and not the lowest price.

This tells me that even though we want the “cheapest”, we can always be convinced of the “best.”

That can work to your advantage. The “best” does not necessarily mean the best product. In this case, it means the best service. I’ve found that if I get excellent service from someone, I would instead buy their more expensive product than purchasing the same item from a rude, unfriendly person.

This now circles back to what I touched on in an earlier article, emotions. We buy for emotional reasons. It might not just be that we are emotional about the product we want to buy, but we have emotions towards the buying process.

I guess by now you figured out where I’m going with this: Be nice.

Customers, especially new ones, do appreciate friendliness. Even though you might be going through a bad time, does not mean you should not be friendly and kind towards your customers.

What will get someone to buy your product or service instead of your competitors’ even though you are more expensive?

In my opinion:
1. Make an Emotional connection to your prospect. They need to feel happy about where they are and the decisions they are about to make.
2. Give immaculate service. Know your product like you were the designer and developer. Remember that your prospect does not necessarily know your product so educate them on why they need it.
3. Make your prospect feel like he is the only one. We all know that we are not, but we would like to think so. Be mindful of distractions when you are dealing with your prospect/client. They want your full attention, and you need to give it if you’re going to make the sale.

“The “best” does not necessarily mean the best product. In this case, it means the best service.”

Having better, faster and friendlier service than your competitors, I think, will put you in the “I want to just deal with you” category. As soon as you can achieve that, your business will explode just by word of mouth and referrals. I would love to hear your opinion on this. Get in touch with me or leave a comment. 

 

Why people spend money on your product/service, and why not.

With businesses popping up everywhere it becomes more difficult, day by day, to get, and retain new clients. I can not give you a solution to this problem but, I can share with you my experience and what I see happening in other businesses.

“We buy for emotional reasons. It might not just be that we are emotional about the product we want to buy, but we have emotions towards the buying process.”

The fact that it is so easy for anyone to start a company means that your competition is getting bigger. This causes very competitive prices, and a result of that is smaller profit margins for you. Getting around this can be tricky because you do not want to drop your prices so far that you go bankrupt, but you also do not want to scare away customers with high prices. How do you approach this?

An interesting thing about a potential buyer is that they will always shop around for the lowest price. But for some reason, a lot of people opt for the best quality and not the lowest price. This tells me that even though we want the “cheapest”, we can always be convinced for the “best.” That can work to your advantage.

The “best” does not necessarily mean the best product. In this case, it means the best service.

I’ve found that if I get excellent service from someone, I would instead buy their more expensive product than purchasing the same item from a rude, unfriendly person. This now circles back to what I touched on in an earlier article, emotions.

We buy for emotional reasons. It might not just be that we are emotional about the product we want to buy, but we have emotions towards the buying process.

I guess by now you figured out where I’m going with this: Be nice.
Customers, especially new ones, do appreciate friendliness. Even though you might be going through a bad time does not mean you should not be friendly and kind towards your customers.

What will get someone to buy your product or service instead of your competitors’ even though you are more expensive?
In my opinion:
1. Make an Emotional connection to your prospect. They need to feel happy about where they are and the decisions they are about to make.
2. Give immaculate service. Know your product like you were the designer and developer. Remember that your prospect does not necessarily know your product so educate them on why they need it.
3. Make your prospect feel like he is the only one. We all know that we are not, but we would like to think so. Be mindful about distractions when you are dealing with your prospect/client. They want your full attention, and you need to give it if you’re going to make the sale.

“The “best” does not necessarily mean the best product. In this case, it means the best service.”

Having better, faster and friendlier service than your competitors, I think, will put you in the “I want to just deal with you” category. As soon as you can achieve that, your business will explode just by word of mouth and referrals.

I would love to hear your opinion on this. Get in touch with me or leave a comment.

In the next Blog:
If someone does not trust in your brand, they will not support you. Next time we will be looking at how to get people to believe in your product or service so that they can get to the point of “shopping without thinking.”

Trust in a product or service will make the sale for you.

Trust in a product or service will make the sale for you.

How to get people to trust in your brand.

Before someone buys from you, they need to trust your product/service. Only then will the potential customer have the confidence to spend money with you for the first time. How do you get people to trust in your brand? There are a few things you need to consider.

“Make sure that your customer gets what he pays for.”

Potential prospects need to know you, like you and trust you before they will spend money with you. To achieve that initially might not be easy. But the moment you get someone to trust in your brand, you got the sale.

Here are a few points that I feel is important to get a prospect to know you and trust you:
1. Have High-Quality Products/Service: Make sure that your customer gets what he pays for. Having a cheap product or bad service will sink your business sooner than you would hope.

2. Be an Expert: Know your product better than you know yourself. If a prospect asks you something about what you offer you need to be able to answer him even before he finishes his question. Do not think, do not hesitate. Also share your knowledge of your product, service or industry in the form of a blog or email newsletters. In this way, you can also educate a prospect if he has no idea who you are or what you do to get him ready to make the first purchase.

3. Do not Lie: If you have a bad product, rather stop selling it, than lying about the quality to get the sale. Be honest about what you offer.

4. Believe in yourself and your product: If you do not believe that the product or service you provide is the best, how do you expect your prospect to believe it? And again, if you do not believe in your offer, rather stop selling it and get something you do believe in.

5. Testimonials, Recommendations & Social Proof: Having previous customers sharing their happiness in your product/service is the best tool you have. This counts as proof that you have a superior product or service and that you deliver as you promise.

Let’s look at an example. Apple. They get this right to a point where (I think) they do not need to market anymore. Everyone that is an Apple user will go back to them for an upgrade or replacement without even thinking about it or any hesitation. Why? – The products are of very high quality. – It works. It is expensive, but you get what you pay for. Their social proof network is so big that if you are considering buying an Apple product for the first time, you just need to look at the millions of happy customers to make your final decision.

“Believe in yourself and your product.”

So, in conclusion, I feel that the more someone trusts you, your product, your service or your brand, the easier it will be for you to convert them from a lead into a paying customer. If you have enough warming content like blogs and automated emails in place and you receive high-quality positive testimonials, and social proof, you would be able to spend less time on marketing your brand and more time on closing the next deal.

 

Email Newsletter & Follow-up Software.

ActiveCampaign is probably one of the best email software platforms I came across. Not only is it very affordable but insanely user-friendly and versatile. The fact that you have a visual representation of what your email campaigns will look like make it easy to plan your campaigns.

I highly recommend ActiveCampaign over any other form of email autoresponder software.

Email Marketing - How & Why

Email marketing form a major part of any business and no lead generation or client follow-up campaign can function properly without a proper email automation.Regardless of what platform you use, the strategy stays the same.

Learn how to effectively implement email marketing into your business.

How to get people to trust in your brand

Before someone buys from you, they need to trust your product/service. Only then will the potential customer have the confidence to spend money with you for the first time. How do you get people to trust in your brand? There are a few things you need to consider.

“Make sure that your customer gets what he pays for.”

Potential prospects need to know you, like you and trust you before they will spend money with you. To achieve that initially might not be easy. But the moment you get someone to trust in your brand, you got the sale.

Here are a few points that I feel is important to get a prospect to know you and trust you:
1. Have High-Quality Products/Service: Make sure that your customer gets what he pays for. Having a cheap product or bad service will sink your business sooner than you would hope.
2. Be an Expert: Know your product better than you know yourself. If a prospect asks you something about what you offer you need to be able to answer him even before he finishes his question. Do not think, do not hesitate. Also share your knowledge of your product, service or industry in the form of a blog or email newsletters. In this way, you can also educate a prospect if he has no idea who you are or what you do to get him ready to make the first purchase.
3. Do not Lie: If you have a bad product, rather stop selling it, than lying about the quality to get the sale. Be honest about what you offer.
4. Believe in yourself and your product: If you do not believe that the product or service you provide is the best, how do you expect your prospect to believe it? And again, if you do not believe in your offer, rather stop selling it and get something you do believe in.
5. Testimonials, Recommendations & Social Proof: Having previous customers sharing their happiness in your product/service is the best tool you have. This counts as proof that you have a superior product or service and that you deliver as you promise.

Let’s look at an example. Apple. They get this right to a point where (I think) they do not need to market anymore. Everyone that is an Apple user will go back to them for an upgrade or replacement without even thinking about it or any hesitation. Why? – The products are of very high quality. – It works. It is expensive, but you get what you pay for. Their social proof network is so big that if you are considering buying an Apple product for the first time, you just need to look at the millions of happy customers to make your final decision.

“Believe in yourself and your product.”

So, in conclusion, I feel that the more someone trusts you, your product, your service or your brand, the easier it will be for you to convert them from a lead into a paying customer. If you have enough warming content like blogs and automated emails in place and you receive high-quality positive testimonials, and social proof, you would be able to spend less time on marketing your brand and more time on closing the next deal.

In the next Blog:
Running social media marketing campaigns can be highly effective and can have massive ROI. In the following article, I will explore why social media marketing campaigns usually fail and how to prevent that.

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