Target

At this stage we aim to increase the volume of your business by providing an online process for people to find out more about the services you offer. They have shown an interest in a solution that you offer (Is it a good fit for them?) and you want to capture their inquiries in an organised way.

It helps to have a few key results to measure how well you are achieving your objectives. At this stage you should aim for the following results:

  1. Number of market segments and target number of contacts per segment e.g.: 3x market segments with 1,000 contacts per segment.
  2. Number of marketing channels (social, blogs, etc) and number of campaign messages per channel per week (adverts, posts, etc) e.g.: 10x channels with 12 campaign messages per week
  3. Number of market segment landing pages with forms and number of contacts added to database per week e.g.: 3x market segment landing pages with forms, with 20 form fills per week.

 

Bottlenecks

It’s great to set targets and plan for success, but it’s just as important to examine your actual circumstances. What hurdles do you need to overcome to attain the best results? In our experience, these obstacles tend to fall under one of the following categories:

  • Processes

Many companies don’t have processes in place to create ideal buyer profiles. In addition, there’s the added challenge of having to create online promotions and landing pages to align buyer needs with your solution and manage and respond to the enquiries promptly.

  • Tools & technologies

Often your tools and technologies aren’t adequate or appropriate for the task at hand. For this stage, you will require a CRM Automation platform that includes the ability to direct buyers to landing pages, capture forms and manage workflow processes.

  • Resources

Obstacles related to resources are incredibly common, and it’s easy to understand why. Finding the right skill sets, training programmes, service providers and the required budget is no easy task.

  • Hidden obstacles

These are the obstacles that no one likes to talk about, but frequently present a major constraint for businesses. What isn’t being discussed openly? What do people choose to hide or gloss over? It could be a team member’s lack of experience, internal ‘political’ pressures or ‘off-the-record’ activities.

 

The System is the Solution

Dealing with a multitude of enquiries from prospective customers is no easy feat. It’s tricky to work out who your ideal buyers are, and then to meet their expectations in that initial stage when they have first reached out to you.

The good news is that you can engage with new leads effectively if you implement 7 basic components. These components help you to anticipate and deal with the internal questions that the buyer is likely to be grappling with.

The 7 Components

  1. Create Ideal Buyer Profiles:
    Define specific characteristics and traits of the target audience that are most likely to be interested in your product or service.
  2. Decide on Promotional Channels:
    Identify and use various online platforms and mediums to reach and engage the target audience effectively.
  3. Create Promotional Messaging
    Craft compelling and targeted messages that resonate with the ideal buyers, conveying the value proposition and encouraging action.
  4. Build Solution Landing Pages:
    Design web pages dedicated to presenting detailed information about your product or service, focusing on addressing customer needs and promoting conversions.
  5. Create Enquiry Forms:
    Offer interactive forms to capture customer inquiries, providing a seamless way for potential buyers to express interest or seek additional information.
  6. Use Click-through Links:
    Provide interactive elements that allow potential customers to easily navigate from promotional content and advertising to specific landing pages for more information.
  7. Measure Performance:
    Record and report on the performance of each component – comparing actual performance with targeted performance. Check warning signals and the progress dashboard.