Want To Convert Your Audience Into Paying Clients? – Build The Framework First!
- Brainz Magazine
- Nov 4, 2021
- 4 min read
Updated: Nov 8, 2021
Written by: Ang Onorato, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Welcome to my two-part series on converting the universe of prospects and converting them into (repeat) buying customers.
Whether your run your own business, are a sales leader or digital marketing specialist, I bet you would tell me you understand and use the basic and widely accepted foundations of marketing to speak to your target audience, correct?
But ARE you? Are your actual prospect to client conversion numbers where you want them to be? No? (Didn’t think so). Keep reading to learn a structured approach to CONVERSIONS – not just marketing activities - you never thought possible.
For any marketing to work, it MUST accomplish 3 things:
It MUST grab your prospect’s attention
It MUST facilitate their information-gathering and decision-making processes
It MUST provide a specific, low-risk, easy-to-take action (offer) that helps them make the right decision.
When I first start working with a client, I often hear them say… “We do Facebook Ads, SEO our website and do a lot of social media posts.” I must stop them mid-track and show them that the marketing “message” and the “medium” they are using is like comparing apples and oranges; they are not the same thing and are very easily confused.
Just identifying and communicating to your audience, does not mean they will pull out their credit cards. I explain to them that without a structured approach to walk a prospect through – you will never actually convert them to a buyer.
To generate a consistent system of new leads that convert to a customer who will buy from you (many times), then you must do the following:
1. Create Your Market Dominating Position (MDP). This is what is going to set you apart and allow you to crush your competition. It is not to be confused with a Unique Value Proposition (UVP) or a Unique Selling Proposition (USP). Your MDP allows you to enter the conversation that is taking place in the heads of your prospect. Your UVP / USP tells them how your products and services are unique – but unless you can tap into their minds first, your propositions will fall on deaf ears. (To learn more about how to create your own MDP, click here to schedule a time: https://go.oncehub.com/ConsultantBookingPage)
2. Understand the Buyer’s Journey. All buyers are not created equal. You must market to each type, at each stage of their individual buying cycle, to be effective. Almost 95% of all marketing done focuses only on the 1% looking to immediately buy. You need to understand the journey and nurture them through the whole way.
3. Implement the Conversion Equation. This equation Is: Interrupt > Engage > Educate > Offer). First, you must grab the prospect’s attention. Then communicate the proper information so they can make sound buying decisions. Then teach them how your solution solves their problems. Finally, give them some action (offer) to take. This approach will make you the 1-out-of-100 company providing this to prospects and they will appreciate it!
4. Understand the difference between Strategic Marketing vs. Tactical Marketing. Strategic marketing looks at your company’s goals, tactical marketing focuses on the details to achieve those goals. You need a strategy in place so the actions can be set into motion.
5. Make your website a profit center. In today’s marketplace, you must have a website to have credibility. However, having a website and making money from a website, are two entirely different things. Over 90% of websites are not monetized (no matter what industry you are in) and are not interactive. Learn how to incorporate your MDP into your website, drive effective traffic and use it to nurture through the “Buyers Journey” by deploying the “Conversion Equation.”
For example, let’s look at the website below. Just like most websites, it only provides basic information about Dr. John Smith’s child psychology firm. This is fine if you just want to pretend it’s a Yellow Pages listing.
But ask yourself if this site….
…grabs the buyer’s attention?
…engages them about anything?
…teaches them how you can help them?
…gives them a push to take any action?
Now, look at Dr. Smith’s direct competitor. Do they provide something that grabs attention? Does it start a dialogue with the buyer? Shows them how the provider can offer prospects a direct solution to their problem and a way to take an action?
You bet it does!
Which one would YOU click on?
We are only scratching the surface on how to effectively create true “conversions” and life-long customer fans. Stay tuned and come back next month as the next installment of my 2-part series targeting prospect conversions.
To learn more how I can help, visit: http://www.joymarksmallbizsuccess.com/ or email me directly at: aonorato@joymarkassociates.com.
Read more from Ang!
Ang Onorato, Executive Contributor Brainz Magazine Ang Onorato specializes in helping budding entrepreneurs launch their unique business ideas and goals into business realities. She is also a leader in business operations, growth strategies, human capital management, and mindset and success coaching. As Founder of JoyMark Success Coaching, Onorato combines over 25 years’ experience in corporate leadership with her clinical psychology background to help mission-driven leaders create impactful businesses that align with their souls as well as their bank accounts. Onorato’s work creates growth in micro-economies on a local as well as a global level. Her service offerings are based on helping leaders and businesses utilize her patented “Reimagine to Reinvent™” framework. She has a passion for supporting “mid-season” women leaders transitioning out of the corporate world or back into the workforce and helping them launch or scale amazing businesses. Onorato offers individual and group coaching as well as strategic business and sales & marketing consulting to businesses. Her platforms have been seen on: NBC, ABC, Fox, and CBS. Her mission is to help people: “Find their Joy. Make Their Mark.”
