Getting more clients.
No clients means no cash flow, no cash flow means no business. No business means going to work for a boss we hate.
And that’s something we definitely don’t want to do. Never again.
But we also don’t want to play small or medium. We don’t want a business on survival mode. We don’t want to struggle, but to rise higher and higher.
We want a thriving business. This is what will help us support our family, and that’s what will bring us a fortune in the long run. We don’t want a salary again, we want shares that we’ll sell for millions later. Heck, even billions.
But it’s pretty hard when we’re overwhelmed.
And when we think of it, the world of online marketing and sales may seem like a daunting task at first. There’s an information overload. There’s social media, there’s this new app, that new gadget and new sales pitch, and we sometimes get lost. That’s the bad news.
The good news is, we can think strategically. We can start making the right decisions to grow our business through simple things. And we can do so in a systematic manner.
Through the power of the web, we can create marketing and sales systems that are repeatable and scalable. We can create systems that work for us all day everyday, and bring us as many clients as we want.
We can have what we’d call your best salesman ever, and this salesman’s job would be to sell your products to interested clients all day, every day. Actually, when you want it. And it’s all a button away. Usually through a simple click on turning on your Facebook and Google ads, or wherever else we can buy traffic from.
Online Advertising Gives us Precision
It gives us a way to target people who are looking to buy exactly what we need by the words they type in their search bar, on Google and other search engines. And it gives us a way to target them where they hang out through their interests and who they are, what they like on their favourite social media website. We’re talking about Facebook and Instagram, of course.
And we can know our exact ad spend. We can see exactly how much a client costs us and how much he brings us from the first sale we make, and compare and contrast the two. We can know this by how much a click on our ads costs, and then how many clicks it takes us to get a client.
Thus, if our systems work, we can invest in them over and over and make them scaleable, thus getting more clients out of them in the long run. We can find and convert great clients like clockwork – when we want it, how we want it.
And at EXPA, it makes us strive for better targeting, better ads, and better websites where we convert the traffic. We’ve reached a new era of online marketing. It’s an era where we need to think and implement, and create a frictionless online experience where we can get clients on demand.
It means we don’t need to struggle to find clients anymore.
We can focus on giving our clients the best experience possible, and making them happy. We can focus on what we can do best.
The goal of business is high quality and satisfaction. As business owners, our biggest focus area is to have a high quality product or service. Our second is to provide customers with an incredible experience in order to get more business from these same clients.
When people love us, they talk about us, and that’s the best way to get more out of our own marketing. Making sure our clients are happy is the smartest marketing decision we could ever make for our business.
But we also need to find new clients. To drive new business and grow in a systematic way. And we do it through the power of the Internet and its tools. We do it from our laptops.
It all starts with people, and their needs and wants – their problems and desires.
People need stuff or have problems they can’t solve by themselves. This creates products and services. This is the basic driving force behind the business-to-consumer world.
First, we need to find out who we’re selling to and where they hang out (Major tip: Usually Google and Facebook, as well as other social media). We need to know exactly who’s our potential client and where we can find them. Market segmentation is great here.
This sets the direction of our marketing. This is how we master traffic, the movement of people who want and need to fulfill their desires and solve their problems.
The Holy Grail of Marketing: we need to show up in front of the right person, at the right moment, in the right place. Then we need to capture their trust and have the right product or service at the price they’re ready to buy it.
So we need to understand Traffic – this movement which isn’t created by us – but we can use. Then we Convert it – we send it in our business. And optimally, in our marketing or sales system where we sell our products and services.
Online, our initial Marketing and Sales system has two parts:
1. Our traffic, which comes from people moving toward the fulfillment of their problems and desires. It exists online as well as offline, and we can buy it or grow it organically.
2. Our online funnel (i.e our Website) and our sales pipeline offline (i.e. the Steps of Customer Journey). This is where we convert the traffic.
Both parts need to fit like a glove, to go hand in hand. And they need to look great – have amazing branding.
So, let’s look at the big picture here.
Business-to-Consumer is a movement of traffic towards conversion. People create it through their needs and wants. Thus, it’s a movement of people towards products and services. The best way to illustrate it is with a ladder between Clients and Product/Services.
Then, we can expand traffic in three steps – three levels of awareness. This helps us better understand the structure of online marketing.
In the first level of awareness, people don’t care about our product or service at all. What they care about is themselves, their families, their interests, and who they are.
In the second level of awareness, people know they have a certain problem or desire and want to satisfy it. Usually, they’ve just not come to buy anything, or it’s gravitating in their minds but they never quite take action on it.
In the third level of awareness, people know they have a problem, and they know what’s the solution. They know what they will buy – specifically – and they actively look for it and are ready to take action now.
Then, we can use this traffic and build our funnel to convert it. We can use the traffic to our advantage, and build our website, ads, and content to fit it perfectly.
And we start with people. All our clients hang out on social media and other websites and we can target them through advertising based on their specific demographics. And we can create ads to target them if we feel they might one day want to buy from us. Then, we have to make that day come faster through other ads and content – or through email and phone conversations. This is our marketing system.
Then, we have sales. When people are ready to buy what we’re selling at the price we’re selling it and we’re their best choice. And these people are usually asking around for references, or searching solutions by themselves. Many of those people who are looking for solutions are doing so on the search bar: on Google.
So, our aim in the first two levels of awareness is to find leads through demographics and psychographics, then make sure we make them become aware of their problems and desires. Then, we direct them toward our solution – our product or service.
This is where our goal is to offer our solution in the most direct and simple way possible. This is sales. And this is usually the first and main job of our website.
In the end, our aim is to create two systems: Marketing and Sales. And both need to go hand-in-hand. Both need to fit like a glove.
But remember, we’re interested in what brings maximum impact – maximum results. And this is why we need to think efficiently: What can we build at the least possible cost and bring the most results?
We need to find the people who want to buy a product or service just like ours right now, and show up in front of them when they search for it. We need to find the people who are in the third level of awareness – who want what we sell at the price we sell it right now. We need to find those people who show express intent to buy.
Our favourite method to do this is Google AdWords. It’s the search bar – where people type in their problems and desires directly. It’s where we can target the intent to buy in the most efficient way possible.
Then, we convert the traffic with a simple website whose sole aim is the conversion of this type of traffic. It’s usually a very simple website with an explanation of our services and our prices – along with calls-to-action everywhere. For products, it’s a simple e-commerce store with product pages. Of course, we like to add an About Us page to increase trust. And remember, branding is primordial.
But when we have both of these in place, we have the start of our marketing and sales systems. We start creating a system that can work by itself and bring us clients on demand. We turn the AdWords switch on, we start getting clients. We turn it off, we stop getting clients.