What does your marketing structure look like? It’s time to create a well-oiled machine focused on turning prospects into brand ambassadors. Here’s a simple framework to take advantage of the lifetime value of your clients and capitalize on a well-known fact: it’s cheaper to retain customers than it is to find new ones.
Before you have a prospect in your funnel, they’re a member of one of your target audiences (hopefully you’re targeting multiple personas). You fire marketing material at them, swarm their reference circles with PR and have your sales team on the hunt. The goal here is simple, lure members of your target audiences into your sales funnel.
Once a member of the target audience moves to your sales funnel, your communication style changes from mass marketing to highly personalized marketing. By capturing data, such as simple surveys, you can continue to categorize them
From the moment you pull a prospect into your funnel the goal should be clear: turn them into an ideal customer who is a brand ambassador. In order to do this, you’ve got to move one step at a time, guiding them through the funnel. The top funnel is focused on figuring out if you’re right for each other, creating a mutually beneficial agreement and securing a signed contract. Your organization should have a clearly defined process to know where prospects stand and what they need next.
Once the deal is signed, the mindset shifts to execution and experience on the bottom funnel. The question to ask yourself: how do we turn a client into a client that believes in us, loves our brand and wants to tell everyone they know? You’ll come up with your own strategy by identifying key points in your relationship and determining what you need to do at each stage.
Identifying the plan and setting-up the framework is only the first step. This is a big investment of time, but, if done correctly, it can reap much bigger rewards.
With today’s marketing and client relationship tools, it’s easier than ever to turn your framework into automated data points. While you can’t replace personal interaction, combining a CRM with marketing automation and client scoring is like rocket fuel to bring this to life. Marketing automation platforms range from super affordable to super powerful: Autopilot, Hatchbuck, InfusionSoft, Pardot, Marketo.
If you have a great product or service, then you deserve brand ambassadors. Unfortunately most brand ambassadors aren’t created by mistake or lack of effort. So why leave this up to chance? It’s time to create a framework focused on building amazing relationships between your brand and its customers.