Over the years, I have met some of the most remarkable people with amazing messages and huge gifts to share. It makes me wonder why the whole world doesn’t know about them. Quite often, they have something that can help so many people, but they don’t have anyone buying their products and services.
There is no shortage of very talented people who have great offers. If you have really great offers but are scraping by because nobody is buying your programs and services, it basically boils down to two things: People have no idea you exist, and even when they do find out about you, you don’t have a relationship with them.
You can have the best product, be the best coach or have the most amazing expertise, but if no one can find you, then they cannot purchase what you are selling.
Without marketing, you are making the people that need you stumble around in the dark until they bump into you. Flip the switch and become a beacon of light so that clients can find you.
So how do people find out about you, and once they do, how do you get them to purchase?
There is a very basic marketing equation will keep a steady stream of clients coming your way:
Traffic + Follow up = Sales
I know that sounds simple, but it really is that easy. If people can’t find you, they can’t buy your products or services. Let’s look at the first component of the marketing equation.
There are two ways to get traffic, or people looking at your offers – organic and paid. Organic traffic consists of blogs, social media, emails, networking, articles and guest blogs, speaking, etc.
Paid traffic is advertising that you well, pay for. There are Facebook ads, Google adwords, banner advertising, and other forms of online advertising. Then there is traditional advertising such as TV, radio, billboards, print media (such as magazine or newspaper).
Which is better? In my opinion, you need both. Organic traffic is slower, but still very effective. Paid traffic can bring in a lot of leads quickly. But remember, bringing in leads is only half the equation.
It’s not enough to just advertise or have organic traffic coming to you. You must have a follow up system in place. When your message is shown to someone for the first (or even fourth) time, they don’t know who you are yet. You have to build a relationship with them.
We have a saying in marketing – nurturing your clients is like dating. You wouldn’t ask someone to marry you the first time you meet them. Business is the same. You shouldn’t be asking people to invest in you in your first contact.
There are many ways to nurture your leads. In the online world, we have email funnels where you send a series of messages intended for the person to get to know you better and showcase your expertise. You can also schedule follow up calls, either on the phone or Skype. And a coffee in person is always a good thing if you are in the same place.
There really is magic in this formula. Attracting people to you and building the relationships will allow you to increase your sales. Some of this can be automated, but keep in mind that building relationships takes time and effort and authentic communications are the magic.