In today’s world, once we have a good offer, Marketing becomes the most important thing. Make no mistake, because, without effective Marketing, we will not sell.
Over time, the Marketing system that has worked best for many people is the one that is divided into phases. They are the stages through which, naturally, we are going to get attention and, of course, sales, which in the end is what interests us. Next, we will explain each phase of effective marketing so that you take it into account from now on.
Phase 1 of effective marketing
This means getting potential clients who need me to know that I exist and to come to my door. Or in other words, to get my offer put in front of interested eyes.
When you do not have money, this is the most difficult part of effective marketing, since attraction is almost always done with some kind of promotion, and promoting yourself is not usually free.
When we don’t have money for ads, we have to do a lot of that promotion ourselves. We are going to have to knock on doors, make calls, and write emails. There is no other way and yes, it is not the most grateful task in the world. Most of the time we do it, they will say no, but that is normal.
Phase 2 of effective marketing
Once I have attracted potential clients to my door, (or they know I exist and take me into account for their decisions) I must convince them that I am the best option among all possible ones.
If I attract a lot of stakeholders because I am an expert at making noise, but then my product is mediocre, all that attention generated has been a wasted effort. They will not take the last important step that is the purchase.
So, attraction and persuasion are two equally essential columns to get a customer, which is the ultimate goal of effective Marketing. If the columns are out of balance or one of them is non-existent, the structure can be seriously affected.
So if I want to make it effective, I will have to improve both my ability to Attract and my ability to Persuade.
How can you persuade? The two most important elements are: Demonstrate and have personal persuasiveness. That is, intimately know the fundamental principles of persuasion and apply them.
Phase 3 of effective marketing
This is the phase where, unknowingly, most entrepreneurs fail, which is a shame because it is the most important.
Here we are talking about monitoring both the customer obtained and the contact obtained, but who has not yet purchased. Many companies stop their Marketing when they close the sale. That is a “beginner’s” mistake and, worse, very costly.
It is also important to follow up on contacts who have not bought from us. Almost all entrepreneurs play all or nothing in selling. If they get it, great, but if not, then they don’t try anything anymore. And that is the least profitable path of effective marketing.
Phase 4 of effective marketing
Control and continuous improvement
This means collecting data on our Marketing actions, calculating the value of the key indicators, and seeing what is working and what is not.
Effective Marketing is a process of continuous improvement, where we insist on what works and modify or eliminate (if it is the case) what does not.
How much does it cost us to get a client? How much can we afford to invest to attract one? What media are they bringing in customers?
Without control of indicators, effective Marketing is like playing roulette and that is a bad business strategy because the bank always wins. And yes, this last phase may be boring and uncreative, but true entrepreneurs are those capable of carrying out these kinds of actions.