If you own your own business or manage the marketing for a business, this course will be invaluable to you. So many marketing campaigns disappoint with poor results but often it isn't clear why. This course will look at why your campaigns might not be bringing in the level of new business you hoped for and will show you exactly what to do to put it right so that your marketing stops being a drain on resources and, instead, becomes a profitable investment and a supercharged engine for business growth.
The course will show you that there are 5 vital stages of marketing any business, and that you will be missing out on huge amounts of untapped profits if any of these stages are missing or implemented poorly. I'll show you how to identify the gaps and fill them in so that all your marketing spend can start to work harder at bring in new business.
In just a few hours, you'll acquire some expert knowledge allowing you to analyze your current marketing and put it right - a process that would cost you thousands if you were to hire a marketing professional to do all this for you.
You'll learn how to perform every one of these marketing stages better than the vast majority of your competitors who simply won't have a clue, helping you to make your business more successful and more secure.
The course includes 66 lectures covering:
Find out why your business marketing isn't working. There's normally a big gap between where a business owner is now and where they would like to be but their marketing isn't delivering the results they expected. By the end of this course, you’ll have all the knowledge you need, to start filling in the gaps and building a highly effective marketing programme.
Many business owners experience an initial growth period which is relatively easy because they start out with an idea of where to find customers that can convert quite quickly. After this it becomes harder. Do you recognise any of these lead generation problems in your own business?
Once you've done some marketing to generate new leads, you need to find out who these people are so you can start to build a relationship with them. Do you recognise any of these lead conversion problems in your own business?
I’ve learnt marketing the hard way. I’ve been the business owner who spends a fortune on marketing and then wonders why it hasn’t brought in the level of enquiries and new business that I’d hoped it would. What I realised was there are 5 major steps to marketing any business, in order to get you to where you want to be. Many companies are quite good at one or two of these but if any of them are missing - it leaves a big gap through which your prospects and marketing budget will fall so this course is about teaching you how to be really good at each of these 5 steps.
I’m going to teach you how to bridge the gap with my 5 step customer acquisition and retention system. It’s called the Business Growth Bridge and I use this process for all the businesses that I work with one to one. I’ll go into real detail to show what you, and your business, need to be doing at each stage of your marketing process, to ensure you extract every ounce of potential out of the money you spend on marketing.
The worksheet records your current marketing issues, the things you'd like to improve and what the financial objectives are for your marketing.
An overview of the business growth bridge and the 5 stages of marketing.
The approach most small businesses take to marketing brings patchy success at best, and at worst is simply a huge drain on resources that could wreck your business. Find out what the common mistakes are and why this approach doesn't work so you can make sure you don't make the same mistakes.
Instead of the typical approach used by most businesses, you should be using Lead Generation marketing. It improves the chances of a higher response rate and also gets you more highly qualified prospects.
Whenever you send out a campaign, there will only be a small proportion of people who are ready to buy from you right now. The purpose of lead generation marketing is to start a relationship with as many people as possible who may buy from you in the future - a much bigger group - and gives you a chance to influence their buying decisions.
An analysis of two display adverts, one using the traditional approach and one using a lead generation approach so we can see why lead generation ads work so much better.
Examples of two display adverts, one using the traditional approach and one using a lead generation approach.
In order to attract quality leads, you need simplicity and clarity in everything you do – so a potential customer can quickly understand what your business does, how it will benefit them, and what you want them to do next.
You have to grab the reader’s attention and get them to realise your marketing is relevant to them.
You’ve got to create an interest in your product or service by showing that it is relevant to the reader.
Next you have to create a desire for your product.
Last comes the crucial "call to action"
You should apply the AIDA Formula to every marketing activity you undertake.
Most businesses only use a few ways to try and generate new leads and prospects. Hare are ten activities you should be making full use of.
...and here are another ten!
Make sure you try as many of these marketing activities as you can
From the ideas in the previous lectures, pick three new activities to try and look at how you can make them 'Lead Generation' activities
Your website is the most important part of your marketing campaign but most businesses have no idea, that what they currently have, could be significantly harming their businesses, or that it could be the reason they think their marketing campaigns aren’t working.
Discover the huge mistakes most businesses make with their websites that actually prevent them from generating any new business.
When designing your website you really need to take account of how modern website users behave. Here we discuss the key features your website must have and how they must be structured - otherwise your web visitors will just leave again without taking any action.
See how a lead generation website might look for our fictitious company.
Because you’re trying to generate leads in the short term rather than immediate sales, you need to identify who might be interested in your product or service
If you want a prospect to share their contact details, you need to provide something valuable in return. Here's how to create it.
When you start collecting contact details for your website visitors, then you need to have somewhere to store the contact details where you can start to use them effectively.
Here are the key structural elements you must incorporate into your website for it to be an effective lead generation machine.
This cheat sheet will help you quickly work out what information you could offer to prospects in return for their contact details.
Now that you’ve identified some new leads and prospects, you need to follow them up. And that means a lot of communication.
Learn how to automate your email follow up process
Pick one of these autoresponders to create your follow up emails and automate the distribution.
You need a big bank of emails ready to go out to prospects on autopilot but creating them can be tricky. Here's how to decide what to write and how to design them.
Email autoresponders give you instant access to who has signed up to your list, who opened your emails, and who clicked on which link. You can see who your most interested prospects are concentrate your efforts on converting them into customers.
The beauty of the digital age is, on top of emails, the sheer number of options you have available to communicate with prospects and how you can make them all work together for even more impressive results.
Examples of how to use different media channels to follow up your prospects
Here is a copy of the first five emails from my own autoresponder sequence so you can see how to structure them for best effect.
Practice generating content for your automated email sequence
Many businesses find that they end up spending huge amounts of time doing presentation and proposals only to lose out, suspecting that they were never really in the running. Find out why, and how to stop it happening again.
Sometimes your prospect will lie about their reason for buying. Sometimes your prospect doesn’t even fully understand the real reason so you need to be skilled at uncovering it to maximise your chances of closing the sale.
Once you have your prospect, you need to carefully move them closer to a sale, one step at a time. These steps form your sales process and are essential for you to retain control of the sales process and prevent you being sidetracked and having your time wasted by prospects who aren’t really interested in buying.
Here's an example of my own sales process
Once you have your sales process defined you need to make sure you stick to it to minimise the chances of you wasting time with non-prospects.
Qualifying is about working out if your prospect is a real prospect or a time waster. People either buy something to experience pleasure and enjoyment, or else they buy to alleviate or avoid pain. With sales to businesses it's mostly to alleviate pain. You need to find the real motivation and the real impact on them if they don't buy.
This may sound obvious but plenty of sales people waste huge amounts of time trying to sell to people only to find their product or service was too expensive or the customer didn't have enough money. Make sure you clarify this early on.
I never make presentations or write proposals if I can't meet ALL the decision makers. Not meeting the right people is a key reason for losing out to competitors.
People don't buy features – they buy benefits and you need to make sure your benefits match with your prospect’s motivation to buy.
List your main products or services and then the top features and benefits for each.
Sales presentations can be daunting but they are also a great way for you to qualify your prospects. Don't just stand there and talk - make sure you use the opportunity to question your prospect properly and listen.
Make sure you explain the benefits to your prospects in relation to their objectives so they can see why they would want your product or service.
Writing proposals is tricky and if you haven't qualified your prospect properly, it can lead to you wasting a lot of time and giving away a lot of your knowledge. If you've qualified properly, here's how to structure your proposal well.
Any relationship requires constant attention and nurturing or it will wither and die. Having made a sale to your new customer, you need to make sure they don't then go somewhere else for future purchases.
Strong customer relationships can generate more sales for you. A happy customer will write a testimonial for you to show other prospects, or even introduce you to new prospects with a glowing reference.
You need to make your customer feel that they are getting continued value by remaining a customer so they will want to stay your customer and not go anywhere else. Keeping them up to date with industry developments is a great way to do this.
Existing customers are the easiest people to sell to because they already trust you so make the most of any upselling and cross-selling opportunities.
Make a list of existing customers who you could ask for referrals and testimonials.
Make a list of relevant topics that would be of interest to your customers and a list of web resources where you could find useful articles to comment on.
A recap of the three main points from each marketing stage of the Business Growth Bridge
I have been involved in various strands of design and marketing for over 25 years, working in industries from Automotive to food to oil and gas to international motorsport. In the early 1990s I worked for a number of Formula 1 racing teams creating sponsorship proposal documents. Working with the Commercial Director of Benetton F1 Team, I created the presentations that helped secure most of the sponsors on Michael Schumacher’s championship winning car of 1994.
As well as working with a number of SME business owners on all the issues covered in this course, I currently advise a global motor manufacturer on fleet marketing in the UK and one of the world's leading luxury dessert manufacturers on customer engagement.
"I’ve now used Simon’s expertise with three separate ventures, both to raise investment, and promote the business. His creativity and commercial awareness have led to some of the most striking and effective marketing ideas I’ve seen anywhere" N Hancock