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Abstract

working, articles, blog, speeches, demonstrations, communities, clubs, groups, work, gyms, neighbors, classes, workshops, social media, and referrals.</p><h2 id="95b0">Like</h2><p id="9d7f">How do your ideal clients get to Like you? When you communicate with them through your website, email newsletter, blog, articles, speeches, networking, communities, clubs, groups, work, gyms, neighbors, classes, workshops, and social media.</p><blockquote id="5004"><p>Conversation with customers will increase sales, even if the product or service is never mentioned. -<a href="http://www.farrismarketing.com/">George Farris</a></p></blockquote><h2 id="2a39">Trust</h2><p id="2a7d">How and why should your ideal clients Trust you? You build Trust through your sincerity, transparency, authenticity, professionalism, sharing, friendliness, helpfulness, kindness, giving, support. You do this through your communication with them, your speaking with them, your writing, your actions. You can do this via email newsletter, blog, marketing kit, articles, referrals, testimonials, and sales presentations. The most powerful way to show people you are Trustworthy is through your actions. We walk the talk.</p><h2 id="ee56">Try</h2><p id="54bc">How can your ideal clients Try your products and services? Through your speeches, webinars, online videos, workshops, articles, freebies, inexpensive eBooks or PDFs, inexpensive online classes or training, and nurturing activities.</p><h2 id="7ee7">Buy</h2><p id="4448">How can you make it super easy for your ideal client to Buy from you? You want your fulfillment process to be easy, a click of a button, a clear short contract, an easy to understand package with clear pricing. Maybe you offer a really cool new customer kit. Or, you offer free or speedy delivery. Or, you offer financial arrangements like pay in 3 easy installments.</p><h2 id="10c4">Repeat</h2><p id="d44b">How can you turn your ideal clients into Repeat clients? How can you turn them into raving fans?! Do you offer post customer service, cross selling, upselling, customer loyalty programs, special bonuses, special “delighters”, or events? Maybe you have some sort of VIP program.</p><h2 id="2c4a">Refer</h2><p id="7647">How can you get your ideal clients to Refer more ideal clients to you?! You might just ask them, set up reviews, establish collaborations, set up peer 2 peer networking/referrals, and or create online communities or forums. You might create a referral fee or discount on future services.</p><h1 id="8e4a">Take Aways</h1><p id="0afd">By creating ways to gently move someone to Trust, and perhaps even creating low cost offerings as Trials, the ultimate conversion to Buy get

Options

s so much easier.</p><h2 id="7b52">Where are the gaps in your marketing?</h2><p id="3884">In order to start your thinking about these concepts and identify any gaps you may have, consider these questions:</p><ul><li>What activities are you using to create Know/Like/Trust?</li><li>What activities are you using to create Try? Do you have a free or trial offering? Do you have a starter offering? Do you have a “make it easy to switch” offering?</li><li>What is your core offering? Do you have different levels of entry, grow, stay?</li><li>What are your add-ons to increase value?</li><li>What is your customer loyalty offering?</li><li>Do you follow up after the sale with a review, survey, service, delighter, thank you?</li></ul><p id="2f05">Allow your customers to move through the cycle at the speed that is appropriate for them. Be creative. Try new strategies yourself. Refine your definition of your ideal client as you see people in different stages. Ask them for feedback on how you can better serve them at each step.</p><p id="4429">Set up your framework and regularly review your strategies at each step.</p><blockquote id="c97b"><p>The cost of being wrong is less than the cost of doing nothing. -<i>Seth Godin</i></p></blockquote><p id="cf77"><i>I am a life coach and small business coach. I empower small business owners to level up, grow, and thrive. Visit me at <a href="https://www.lauraraduenz.com">https://www.lauraraduenz.com</a></i></p><div id="2135" class="link-block"> <a href="https://readmedium.com/you-dont-always-have-to-start-at-the-beginning-2e7bcfd5f5b1"> <div> <div> <h2>You Don’t Always Have to Start at the Beginning</h2> <div><h3>A tip for problem solving</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*37NQCH22uWav1h2eI2sDew.jpeg)"></div> </div> </div> </a> </div><div id="d6ac" class="link-block"> <a href="https://readmedium.com/the-power-of-a-mastermind-group-40b656839d12"> <div> <div> <h2>The Power of a Mastermind Group</h2> <div><h3>Is there an area in your life that would benefit from creating one of these?</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*xgORhxF19jZ16-JvgwvIYw.jpeg)"></div> </div> </div> </a> </div></article></body>

Startup & Small Business Tips

The 7 Steps of the Marketing Cycle

How to make it work for your small business

The best marketing strategy ever: CARE. –Gary Vaynerchuk

Many of us small business owners may feel so anxious and desperate for a sale that we try to move our prospective clients from Know to Buy in one step and wonder why it is so hard.

We know there is more to the marketing cycle, but we aren’t all clear what the steps are.

This came up for discussion in my recent Mastermind group session.

We small business owners don’t always have access to this info. We may stumble into the steps through our online research, a mentor, by following a marketing person, a networking event. But, stumble is the key word.

I saw some Ah-ha’s in my Mastermind group, so thought I’d organize the information in a simple, short article that was easy to share with others. (Hello, Mastermind group!)

Build something 100 people love, not something 1 million people kind of like. -Brian Chesky

Once we understand the steps, we design marketing strategies to fit each step of the cycle and look at attracting our ideal client through each step.

Some clients may hang out or get stuck at a step for quite some time.

That’s okay.

It also allows us to continually review and revise your marketing strategies as we get to know and understand your ideal clients better and better.

The objective is to gently move an ideal client from awareness of our products and services to client, to advocate, and to raving fan.

The key is to systematically develop touchpoints, processes, and product or service offerings for each of the 7 steps of the cycle.

The 7 Steps of the Marketing Cycle

Know

How do your ideal clients find you? Get to Know you? Through your networking, articles, blog, speeches, demonstrations, communities, clubs, groups, work, gyms, neighbors, classes, workshops, social media, and referrals.

Like

How do your ideal clients get to Like you? When you communicate with them through your website, email newsletter, blog, articles, speeches, networking, communities, clubs, groups, work, gyms, neighbors, classes, workshops, and social media.

Conversation with customers will increase sales, even if the product or service is never mentioned. -George Farris

Trust

How and why should your ideal clients Trust you? You build Trust through your sincerity, transparency, authenticity, professionalism, sharing, friendliness, helpfulness, kindness, giving, support. You do this through your communication with them, your speaking with them, your writing, your actions. You can do this via email newsletter, blog, marketing kit, articles, referrals, testimonials, and sales presentations. The most powerful way to show people you are Trustworthy is through your actions. We walk the talk.

Try

How can your ideal clients Try your products and services? Through your speeches, webinars, online videos, workshops, articles, freebies, inexpensive eBooks or PDFs, inexpensive online classes or training, and nurturing activities.

Buy

How can you make it super easy for your ideal client to Buy from you? You want your fulfillment process to be easy, a click of a button, a clear short contract, an easy to understand package with clear pricing. Maybe you offer a really cool new customer kit. Or, you offer free or speedy delivery. Or, you offer financial arrangements like pay in 3 easy installments.

Repeat

How can you turn your ideal clients into Repeat clients? How can you turn them into raving fans?! Do you offer post customer service, cross selling, upselling, customer loyalty programs, special bonuses, special “delighters”, or events? Maybe you have some sort of VIP program.

Refer

How can you get your ideal clients to Refer more ideal clients to you?! You might just ask them, set up reviews, establish collaborations, set up peer 2 peer networking/referrals, and or create online communities or forums. You might create a referral fee or discount on future services.

Take Aways

By creating ways to gently move someone to Trust, and perhaps even creating low cost offerings as Trials, the ultimate conversion to Buy gets so much easier.

Where are the gaps in your marketing?

In order to start your thinking about these concepts and identify any gaps you may have, consider these questions:

What activities are you using to create Know/Like/Trust?
What activities are you using to create Try? Do you have a free or trial offering? Do you have a starter offering? Do you have a “make it easy to switch” offering?
What is your core offering? Do you have different levels of entry, grow, stay?
What are your add-ons to increase value?
What is your customer loyalty offering?
Do you follow up after the sale with a review, survey, service, delighter, thank you?

Allow your customers to move through the cycle at the speed that is appropriate for them. Be creative. Try new strategies yourself. Refine your definition of your ideal client as you see people in different stages. Ask them for feedback on how you can better serve them at each step.

Set up your framework and regularly review your strategies at each step.

The cost of being wrong is less than the cost of doing nothing. -Seth Godin

I am a life coach and small business coach. I empower small business owners to level up, grow, and thrive. Visit me at https://www.lauraraduenz.com