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...Or what does your marketing process look like?
The part of a workshop or seminar session that always goes down a treat is when we take someone's real life business and map out their marketing process - especially when they think they don't actually have one!
So, the first thing to say is that you do already have a marketing process whether you deliberately designed it or not! It's essentially the process by which people who are at first unaware of you eventually become customers.
If you look at what you are achieving today (the number and type of customers, sales, income, and so on), this is the direct result of the sum of your marketing activities and the environment in which they take place.
The key to changing or improving things, is to observe what is happening and adjust your "process" accordingly.
Although the way we make a buying decision varies with what we are actually buying for instance, the amount of information we seek, how well we "need" to get to know the seller, how long it takes us to make up our mind nevertheless, we do tend to go through a "buying process" of our own on the way to making any purchase.
The aim of constructing a "marketing process" is to understand what our prospects are experiencing and thinking at any one time and guide them on their journey towards our end goal of buying from us.
We're all human, and therefore it's easy for our prospect to get stuck on that journey, distracted, or to wander off in different directions. We must set out our marketing stall so that we encourage them to keep going, make it really, really easy for them to take the next step, gathering the information and experiences they need from us as they go, moving ever closer to buying from us. And ensuring, as far as we are able, that they don't fall out of our process by accident. That's why I sometimes refer to this technique as "knitting a safety net".
To do it successfully we must have
- Clarity of focus know what we want to happen at each stage
- Clarity of understanding know what makes our prospect tick
We then require the patience and skill to craft our marketing process and the self-belief to put it into practice. The good news is ... it's not a mysterious, black art. We can all learn how to do it and we get better and better at it, and the results of our marketing become more predictable, the longer we are in business.
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