Get More Business Show Melody Campbell | The Small Business Guru

Your selection of digital marketing tools that you use to promote your company should work together and do the marketing for you.
Join me inside the Get More Business Class Facebook Group, together we create your own 90-day Predictable Growth System to help you “Get More Business.”

9 MOST COMMON MISTAKES Why Your Marketing Fails Books used for this episode
Magnetic Marketing: How to attract a flood of new customers that Pay, Stay, and Refer - https://amzn.to/3AOKsrL No B.S Marketing to the Affluent https://amzn.to/3cdDJhn Join me inside the Get More Business Class Facebook Group, together we create your own 90-day Predictable Growth System to help you “Get More Business.”

​​​In this episode, I share why I believe a website that has been optimized to show up on the first page of Google for as many keywords as possible is the most valuable marketing strategy a business owner can engage in.
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​I share an example of one of my customers who ranks on the first page of Google for over 300 keywords related to her business. She has doubled her business 2x in the last 3 years and is heading towards 7 figures in annual revenue because we run a smart SEO campaign for her every month.
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​I believe the most important marketing investment you can make is to optimize your website to show up on the first page of Google for as many words & phrases that are used by your target audience when they are searching for exactly what you offer. 

Welcome to the Get More Business Show. In today's episode, I am sharing one of my training events inside the Get More Business Class on Facebook. I'll be presenting why I created the class and use it as an example of how I use the practices that I teach inside the group. You'll also hear me invite you to be live coached as a participant in the class. As of this recording, the class and coaching are at no charge. Check it out at www.facebook.com/groups/get.more.business.class. Here we go...

Awareness and Attention
 
Getting the attention of your target audience is the first step. Digital marketing tools allow business owners to go beyond the traditional advertising model (direct mail, print ads, TV & Radio commercials) and actually engage with the target audience before they take action and become customers.
 
For example, using social media to promote your product or service is a great way to attract consumers' attention. You can use reels, videos, and lives to bring "creative disruption" to your target audience. This will help you to inform them about your products and services, as well as the benefits that they will enjoy when they purchase your solution. This is a great opportunity to educate your target market about the problem and the solution. They may not realize that they have one, but strategic campaigns can help build interest & desire.
 
Interest
 
Interest is a key stage in the education of future customers/clients/patients. This stage allows you to reach out to your target audience and increase awareness by appealing to their curiosity.
 
This stage is when your customer shows curiosity about your product or service once you've captured their attention. Interest will lead your ideal prospect to search for more information regarding a specific product or service, most likely using search engines. This research can be very important depending on the item's value. Their research should reveal customer ratings and reviews, personal recommendations, and availability.
 
You can educate and inform your ideal prospect with digital marketing tools such as Instagram, Facebook Live, podcasts, YouTube videos, or via Facebook Live. These tools can transform "aware prospects" into "interested prospects".
 
Desire
 
As you continue to engage with your ideal prospect your goal should be to go beyond the product-brand pairing and create an emotional connection between your product or brand. This is one area where digital marketing tools go above and beyond traditional marketing media to make this connection and build desire in the minds of your target audience. With an emotional connection to your solution, you are able to build a relationship with prospects that can help you lead them through the action or conversion stage to become customers and advocates of your brand.
 
You will benefit from providing value ahead of time. You will reap the benefits long-term if you solve your customers' problems and answer their questions. In order to connect with customers, you must show genuine knowledge and understanding of them and the problem they are seeking to solve.
 
Action (Purchase)
 
If the prospect has come this far, there is interest and desire, the next step is to engage the prospect to act on their desire. You must learn to anticipate objections with satisfying answers and make a call to action (CTA). Traditional advertising and marketing start making offers for a product or service without much time spent on building interest & desire. Your sales calls and ad spend will be much more effective if they first lead the prospect through the stages that include interest & desire.
 
Retention
 
A digital marketing strategy should be created and implemented to create long-lasting, mutually beneficial relationships. Post-purchase customer care is as important as the support that you provide during the selling process. After a customer selects you as their supplier, don't just let them walk away. Instead, continue to build upon the relationship and offer feedback, follow-up support, and reviews.

If you're like many business owners your focus is "the media" without having a plan. The question I hear from these business owners is "what is the best digital marketing platform (Facebook, Instagram, my own website, or ?) to market my business?"
 
Ideally, business owners should focus on creating a system for attracting customers in an organized, cost efficient way. You can have an expectation of predictable results. When you invest _____ you should be attracting _______-# of prospects, ___________ # of appointments & _____________ # of sales opportunities & _________# of new clients.
 
A system that helps you to TARGET the most appropriate & valuable prospects for your business. This should be a system that YOU control.
 
Even if you're outsourcing your marketing  - learn all you can about marketing.
Your responsibility is much more than the "technician" of your business - that is "the doing" of the service or product that you hope to deliver in your business.
 
If you're like most business owners you're making decisions about what media (social media, website, Facebook or Google Ads) that they can afford with time or money before they spend any time at all understanding the 5-P of marketing as it relates to their target audience.
 
For marketing you need to understand what needs to be done, why and in what way so that you can properly manage the outside providers. Your focus should be RESULTS - with no partiality to any of the marketing tools, strategy or tactics - unless RESULTS are achieved for your business.
 
The focus of what you, as a small business owner, need to understand about marketing is "Direct Response Marketing" which focuses on the 5 P's of Marketing. For ever dollar spent there is a direct, typically fast, and always measurable return.
 
 
Marketing system - reliable, predictable & consistent
 
Traditional marketing - Pest
Direct response Marketing = "Most Welcomed Guest" with just the right message at just the right time.
 
 
 
SEO / Lead Generation - Showing up in just the right place at exactly the right time for people who are looking for exactly what you offer. These people are already interested and already pre-qualified. Just like a personals ad - who you want to respond & who you don't want to respond.
 
When you understand Direct Response Marketing and employ the 5-P's, your marketing message becomes a "lead generation magnet" for those who are already looking for a solution for a problem that you solve.
 
People - Whose problem are you solving?
Your Marketing system should have only one focus - The customer (or prospects = clones of the ideal customer) is the focus. What is the problem, what do they care about, that they are seeking answers for?
 
 
Product - This is the solution to the problem
convenience
solves a problem/relieves pain
saves money
extremely unique
improves lifestyle
high perceived value
 
Price - What is your person willing to pay to solve their problem?
What will your person pay
to avoid an outcome?
increase or improve end result?
save or prevent loss?
Is your solution one of a kind or common?
 
Place - Where can your person be found experiencing the problem - the need for your solution
Where is your person looking for a solution?
Where is your person entertaining & engaging in conversation about problem/solution?
 
Promotion - What is your compelling offer? Does your offer inspire desire and motivate action by your person to buy your product or hire your service? What about a payment plan/financing?
 
Let me invite you to be more than the technician for your business.