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The Only Two Principles You Need To Worry About

You won’t be surprised to hear that basic human principles don’t change much at all, and this includes marketing principles.

Over the last ten years we’ve seen the Internet come charging over the horizon and make itself comfortably at home in the business community. More recently, we’ve seen a financial meltdown which we’re only now recovering from.

But even so, things are now pretty much as they’ve always been.

Marketing principles don’t change and that’s because we’re still human and we’re still motivated by the same things, driven by the same emotions and the same hopes and fears as we’ve always been.

So, let’s look at the simple challenge facing your business.

Growing your business is a simple process you can break down into two parts:

1. Generating qualified leads.
2. Converting them to paying customers.

It’s that simple and it’ll always be that simple.

So, when people tell you that internet marketing is different – they’re wrong.
It’s the same as any other kind of marketing: the style and the delivery mechanisms might have changed but the substance will be the same.

And how do you get the highly qualified leads?

Well this is where the difference in style comes in.

Online, you might want to use AdWords, natural search, banner advertising, stuff like that.

One seriously underused strategy is to use offline media to drive people online.

The last few years has been a great time to be doing it because the recession meant that businesses haven’t been advertising as much as normal with the result that ad space has been cheap.

So once you’ve got your qualified leads, what do you do with them?

You want to turn them into paying customers.

Conventional wisdom tells us to convert the qualified leads into sales by “selling” them.

While this might work occasionally, it’s fraught with peril, because if you fail to sell them that first time you’ve lost them. Probably for good.

A better solution in many cases is to begin a relationship with them.

Get their details – name and email address at a bare minimum, but the Holy Grail is a postal address as well – and then start sending them interesting material including but not exclusively sales material. Emails, a paper newsletter, direct mail, postcards… the list is limited only by your imagination.

How do you get them to give you their details?

Simple: offer something of value like a free report or a white paper, something of value that they will exchange their contact details for. There are no real rules, other than it really needs to be something useful and with a high perceived value to your prospect.

So you can now start marketing to them until they buy, they die or they tell you to stop.

Sounds easy doesn’t it ?