In this video, I'm going to show you seven proven, profitable and effective
strategies you can use right now to grow your business because in today's
hyper competitive business world, simply showing up is no longer enough.
If you want to succeed today, you need a way to stand out, get noticed, and
be seen and heard above all the noise and see if competition surrounding you.
So let me show you how it's done.
The biggest problem with marketing today is that it's overwhelming
so many different strategies and tactics and tools and tips to try.
And everybody's screaming at you that their way is the best way.
If not the only way, that's why in this episode, I'm going to help you cut through
the clutter and give you seven of my best marketing strategies to help you
grow your business and do it quickly.
These strategies have worked for me.
They've worked for my clients and they've worked for my students that I've taught
it to, and that have applied it in their own businesses to get more leads,
more clients, more customers, and more.
And revenue.
So with that said, let's kick things off by talking about one of the most
important marketing fundamentals and principles, really a strategy or a
framework that you want to apply to all of your marketing moving forward.
It's called STP D just kind of sounds like a disease, but understanding
this is key to your marketing success.
So let me break it down.
The S stands for segmentation.
And essentially what this has to do with is taking a look at your entire
market, that entire pool of people that you could potentially serve, and then
putting them into different buckets or brackets or segments, essentially
when it comes to the different segments of the market that you can serve.
Well, they're going to have different needs.
Attitudes and beliefs.
So it only makes sense to kind of go after those segments that are
going to be the most valuable to you.
And that are going to stand to gain the most from your
service and from your offer.
Now, the most common way to segment your market is something
called demographic segmentation.
This is where you simply put people that are in the same age
group or the same gender, or have the same title or occupation, and
you call them their own little.
But of course you can also do geographic segmentation based on where someone lives,
what city or state or province or country there's also behavioral segmentation.
Like what stage of the buying journey they're at or how familiar they are
with your product, with your service, whatever it is that you're selling,
what kind of behaviors they have when it comes to purchasing that type of thing
and their psychographic segmentation, which is all about understanding your
markets and your segments values.
Attitudes or lifestyles or beliefs essentially when it comes to your business
and the kind of people that you can serve.
Well, it's almost unlimited, which means you've gotta be selective
because you can't serve everybody.
It only makes sense to choose the most appropriate segment for you, which
leads me to the next point, which is T and that's all about targeting.
If segmentation is all about taking your market and carving it up into
little segments, then targeting is all about going after a specific.
One at a time targeting answers the question, who do you serve?
So you want to make sure that you're really sort of comparing
and contrasting your different segments against each other.
It's kind of a cage fight, right?
To really figure out who's going to be the best for you.
What kind of people do you want to serve?
Who do you want to work with and who do you not want to work with?
Well, once you've got that done, it's time to move on to the P, which is all about.
Essentially what positioning does is reframe or recategorize or reposition
your brand, your business, and essentially what you're offering against other
competitors or other options that your clients that your customers could
choose from positioning is actually kind of a hard concept to grasp because
it's not really tangible instead.
It's kind of.
Thoughts are the belief.
So the views that a potential client or target or segment that you're
going after has about where your business stands in relation to others.
Essentially, what that means is when someone thinks about you and about
your business, what do they think of?
Are you faster or better or cheaper, or are you there in 15 minutes?
Are you superior customer service?
Are you more reliable?
Whatever it is.
Where do you stand in regards to your competitor?
Of course, one of the best ways to establish a really solid and
dominant position in your market.
Well, that leads us to the D, which is all about differentiation.
Fortunately, differentiation is exactly what it sounds like.
It's how are you different than everybody else around you?
So if positioning is how your clients and customers perceive your business
to be the differentiation is.
Characteristics or attitudes or style of your business that actually makes
a different and hold that position.
Now there's a number of ways to achieve better targeting and
segmentation and positioning and differentiation and all of that stuff.
But one of the best ways, and one of the most effective ways to grow your
business quickly is my next point.
Which is to really spend some time improving your offer.
One of the biggest reasons that most businesses fail to get traction
with their marketing or fail to grow at the rate or the speed that they
truly want is simply because they're lacking a truly irresistible offer.
Long story short, what they're putting out to the market just
isn't appealing or intriguing or compelling enough to get their.
To actually take action.
Now, what I'm not saying is that their business is bad or that their
business just isn't appealing, but rather the way that it's packaged and
promoted and presented to the market.
Well, it's lacking a little oomph and by oomph, I mean appeal now, the
way to fix this is to really dive deep into your market and in to the
segment that you've decided to go.
Really trying to figure out what are their pains and problems and fears and
frustrations, and how is your business uniquely positioned to help solve
that for them to help them overcome their pains and problems and help them
achieve their goals and their dreams and their wants and their desires.
The better you're able to describe this and basically articulated to them.
Well, the more compelling and more irresistible your offer is going to
become, but of course we can take it.
Further by making sure to include the following elements in every
single one of your offers.
Moving forward, the first element is what you get, and this is all
the deliverables and what they get.
The next thing you want to do is establish the value.
Essentially.
What's the value of everything that they get, not just the price wise of
it, but what is this going to allow them to do or become or accomplish.
And what's the value of achieving all those things.
Is there any bonus that you can throw in some kind of incentive or some kind of
thing that makes it just that much better, then it's time to hit them with the price.
A part's pretty self-explanatory, but this next part now requires
a little more explanation.
And that's now you want to trivialize the price, which is basically just taking
that price and showing why compared to the value that they're going to be getting.
This is actually one heck of it.
From there, you can move on to a combination of either a straight
up guarantee or a guarantee combined with a risk reversal.
What this allows you to do is to take some of the pressure and some of the
fear off the client and customer, and put it back on your business.
Finally, for bonus points, you want to include some element of scarcity or
urgency or exclusivity or limitation.
If you give someone the option to take action now, or take action
later, more often than not, they're going to take action later and later,
more often than not ends up being.
So now that you've got to work, fixing your offer.
Well, it's time to talk about the next thing you can do to dramatically increase
your business and grow it quickly, which is to use a tiered offer structure.
Here's the deal?
Well, it's impossible for me to tell you exactly what you should be charging
for every single one of your offers without knowing any of the details
around what it is that you do, or how you serve or the value you provide.
I can provide you some pretty general guidelines around a loose
pricing structure or tiered offer structure that you definitely want.
Here's the deal when it comes to different offers and using a tiered
offer structure, every business should have at least three different
offers and they are something free, something paid and something expensive.
Let me explain, by having something free, it allows you to establish yourself as an
authority, as a credible and trustworthy source, and it allows you to provide
value in advance of money ever changing.
This is incredibly powerful because you need some kind of way to initiate a
conversation and establish yourself as the go-to leader and authority in your market.
And really just prove that you can help somebody before they have to take all the
risk on themselves by actually paying you.
This is why demos work so well, or why free trials worked so well, or why.
Tasty little samples at grocery stores work so well, the next thing
you need to have is something paid.
Now, again, this is going to be relative, depending on if you're selling
something inexpensive or incredibly expensive, but typically you need some
kind of a gateway offers some kind of an entry point into your world that
allows somebody to get involved without having to re mortgage their house.
After that you need something expensive.
Now the point of the something expensive is kind of multifold.
One of the biggest things though, is to take the people that have
gone through your free stuff.
They've upgraded to your paid stuff.
And now they're looking for that next level of results and commitment.
Well that's where something more expensive.
But it has another benefit as well by having something more expensive,
especially if it's publicly announced and the price is freely
available for anyone to see it.
Also price anchors, everything else, making everything else, look
like a far lower commitment and therefore easier to kind of bite off.
The key though, with this tiered offer structure, having something
free, something paid in something expensive is to make sure that you've
got a very clearly defined customer journey that guides people from
step a to step B, to step seeing this for all my alphabet there, and
essentially every step in between.
Otherwise you're going to just be offering free stuff that goes nowhere
or something paid that may not make all the money or provide all the
value that it could by providing some kind of additional or complimentary.
On the backend, of course, this journey in marketing is known as a marketing funnel.
And that leads me to the next way to grow your business,
which is to fix your funnel.
Like I've just discussed a marketing funnels, basically just a customer journey
or a path that someone walks on from a to B to C and everywhere from there
that takes them from having no idea who you are all the way through becoming
a lifelong and loyal brand ambassador, a client or a customer that loves you,
loves what you do and wants to tell everyone they know about just how great.
Well, my friend, that kind of thing doesn't happen by chance.
Rather, a strategic marketing funnel is structured and strictly designed and
takes into consideration all of the steps and touch points and milestones that a
client or a customer is going to need to have to progress from having no idea who
you are to becoming that loyal client.
Now, of course, in order to fix your funnel, you first need to have.
Fortunately, whether, you know, you do or not, you do have a funnel.
If you've ever sold anything to anyone, there is a path that someone
went through in order to find out about you and inevitably buy from you.
And that's a funnel sure.
May not be as good as it could be, but Hey, we can fix that.
Now, now marketing problems, especially in the context of marketing funnels,
typically you have one of three different problems or if you're really.
All three of them.
The first problem is that not enough people even enter your funnel, which
means you're not getting any attention, any leads, any clicks, any traffic,
anybody to even know that you exist.
And of course, nobody can buy from you.
If they don't know you exist, this is why step one of the funnel is
pretty much always to get some kind of traffic or attention towards your
business and towards your offer.
The next problem that people have is that people may know about them,
but they're not buying, which means you've got some kind of a conversion.
Long story short, people are finding out about you, but they're not buying, which
kind of brings us full circle back to what we first talked about with offers.
Again, if you're getting someone's attention and they're not buying it's
typically because the offer that you're putting in front of them, isn't relatable
or relevant or valuable or irresistible enough for them to actually take action.
So you've got to fix that.
And then the third problem, which is kind of an after the funnel factors
that people may buy once, but they don't stick around and they don't come.
And they don't tell anyone about you.
That issue is typically a delivery or fulfillment issue where essentially,
maybe there's been a little bit too much over promising and a little bit too much.
Under-delivering the obvious solution there as well, simply to fix the
fulfillment and delivery and make sure that you're actually giving people.
What they want and what they signed up for every step of
this is incredibly important.
Especially if you want to grow your business quickly and it should have some
kind of a number or metric assigned to it in marketing and in business, we call
these KPIs or key performance indicators.
So let's talk about that next.
When it comes to trying to grow your business, clearly you're going to
need some kind of a goal, some kind of an objective, some cognitive,
an outcome that you're aiming for.
And of course, you're going to want to reverse engineer.
And set up little milestones and little tracking numbers along
the way to make sure that you're moving in the right direction.
Well, those metrics, those numbers aren't KPIs, key performance indicators, and
well, they indicate key performance.
Some of this marketing stuff is pretty obvious.
Hey, for example, let's say that you've set a goal that you
want to increase your revenue.
X amount of dollars.
Well, then what you could do is you could start reverse engineering that and
figuring out, well, how many clients or customers do you need to hit that number?
And then if that's the number of clients you need, well, how many touch points or
messages or marketing materials do you need to put out in order to acquire that?
And if that's the case, well, how many people do you need to get in front of
for them to convert and so on and so on.
The important thing here is to understand well, the importance of having metrics
and having KPIs that you're tracking and measuring and following marketing
should be accountable and it should be profitable, meaning you should be able
to put in a dollar and get it $2 or five or 10 or more of all the numbers though.
And of all the KPIs you want to pay attention to.
Perhaps there is no more important numbers to know, especially if
you want to grow your business quickly, then your CAC and LTV.
So let me unpack it.
In marketing, your CAC is your customer acquisition cost, which is how much
it costs you to acquire a customer.
For example, if you spend $500 on content marketing and that brings you
one new customer, well, your cost of acquisition through that channel was $500.
If on the other hand, you decided to run Facebook ads and spend $100
and acquired a customer for $100.
Well then your cost of acquisition.
It was $100.
Makes sense.
Right?
This is important to understand because different channels and
different strategies are going to have different costs of acquisition.
Some of them are going to be better aligned and provide
better results than others.
And there is no one size fits all marketing strategy, which means
while your business may benefit from a strictly organic social media
strategy, another may benefit from a more heavy on the paid ad side.
And another may benefit from some weird hybrid combination of
them all with some direct mail.
And some email, maybe a few videos.
Again, this is the importance of going through all of the previous steps that
I've shared with you, including the STP D and understanding your offers
and understanding your funnel and mapping everything out accordingly.
Anyway, that's your CAC.
Next up is your LCV, which is your lifetime customer value.
And this is what's the value of a customer to your.
Over their lifetime.
See some of these things are pretty straightforward.
This number is incredibly important to understand because it's going to allow
you to measure your cost per acquisition against your lifetime customer value.
Meaning if a customer is worth, say a thousand dollars to your business,
well, then it sounds like a pretty good deal to spend 500 on content
and get a new client and a hundred on Facebook ads and get a new client
because you're still going to be.
A significant return on investment.
Now, one of the most common mistakes I see both new and seasoned business
owners make when it comes to lifetime, customer value is grossly underestimating,
just how valuable a client or customer truly is to their business.
You see when it comes to really assigning a number to it.
Well, first of all, most people don't do it.
So if you haven't, well, now's a pretty good time, but even if you have, I want
you to try to think about, well, just how valuable is this client and customer.
And in five years and in 10 years, and maybe even more important, how valuable
could they be if you really refined your marketing funnel and you had a
better tiered offer structure and you had better upsells or down sells or
cross sells, and maybe even a better referral or retention program, you can
see these numbers start to increase.
All right, moving on to the next tip, which is all about marketing alignment.
Marketing alignment is essentially what the foundation of all of your
marketing is going to be built on.
And it comes down to a few simple things.
Your market, your message, your media, and your rarely talked about.
Moment to put this in more basic terms.
It's all about doing the right things in the right place for the
right people at the right time.
So let me break that down.
The right people are your ideal target market, those perfect fit
clients and customers that are perfect for you and that you want to
serve in that love you right back.
And this is all about unsurprisingly.
Segmentation and targeting, finding the right people and making sure that
you're crafting things specifically for them and those right things.
Well, that's all about your message.
What are their pains and problems and frustrations and all the things they're
trying to get away from and what are their dreams and goals and desires and
all the things they're trying to move towards your content, your marketing,
your messages, should be about those things, about their pains and problems
and about how they can get relief or a solution to them, your right place.
The media.
And essentially this is about finding where they're present and active online
or offline, and then going there and only there ignoring everything else.
The reality is, is just because some guru or expert told you that this
social media network was the latest and greatest thing, or you need to
be doing this or that or whatever it is, if your ideal target market and
the people you want to serve, aren't there, there's no point going there.
So please don't the reality is, is that you don't need to do everything.
You don't need to be everywhere.
You just need to do the right things in the right place for the right people.
At the right time, which leads me to moment.
This last step, this moment is so rarely talked about it nearly blows my mind
because it's so incredibly important.
See, here's the deal.
When it comes to your clients and customers, there's three groups of people.
There's around three to 5% of the market that's ready to buy right now,
they've got cash or credit card in hand, they're looking for a solution
and they want to buy and get their problem solved and they want it.
But then there's 10% of the market.
Who's just doing a little bit more research and they're going to be
buying, but they're going to do so in the next, say 30 to 90 days.
And then there's the biggest section of the market of all, which is 85%.
And they're going to be buying in the next four months to 18 months.
And typically.
This largest section of the market is either completely ignored or neglected.
And that is crazy because it's the largest section of the market.
So yes, of course you need to capitalize on that three to 5%
who are ready to buy right now.
So your business can stay in business.
You can have.
But just think of all the money that you're missing out on by not really
accommodating for the 10% who are going to be buying in the next 30
to 90 days and 85% who are going to be buying potentially in the next
four to 18 months, by not having a sufficient follow-up message and touch
points sort of scheduled and arranged that allows you to stay top of mind.
So when they're ready to buy it's you they've I from now, I
appreciate, I covered a lot here in a very short period of time.
So the main point that I want to draw your attention back to is all about segment.
Targeting and positioning.
And this is why I've linked up a video right here on exactly that
that goes into even more detail.
So make sure to check that out now, and I'll see you in the next episode
way too often neglected very important.
Who do you most want to serve?
What is the group of people that you're going to have the
most fun serving that's going to provide the most value so you can.