Be clever with how you track your results
Being able to track your results is hugely important, so make it as easy for yourself as possible! For example, if you’re giving away something free in exchange for contact details, offer a different free offer in each medium (for example, one offer with a magazine ad and a different offer for an online ad).
Having a different offer per medium means that someone can phone you to take up the offer (because yes, some people still prefer to use their telephone!), and you won’t have to ask “So how did you hear about us?”
Use Marketing Pillars
Having Marketing Pillars, otherwise known as the ‘Parthenon Strategy’, simply means that you use a variety of media to promote your message. The idea is that the more marketing pillars you have (different mediums), the more support you’re giving the roof of your building (your message).
When your prospective customers see your message in more than one medium, they feel they’ve known you for longer. And if they feel they’ve known you for longer they instinctively feel they trust you more. Remember, people do business with those who they know, like and trust.
Professional speaker Dr Joanna Martin once said that “there aren’t too many ways to get 1000 people into a room, but there are 1000 ways to get one person in the room.” Focus on using many ways to get one person into your room, and your marketing will be more effective.
Use Social Proof wherever you can
If I’m on the fence, there is nothing better than a testimonial to get me across the line. If I can see or hear from people who have experienced the same problems as me and have already made the decision to choose your product or service from you, it’s only going to make my buying decision easier.
Don’t listen to anyone who says “Oh, but who really believes testimonials”. They work. Do you really think that the super ab blaster pro would be such a top seller without a pile of real life people harping on about how well it worked?
If you don’t want to ask your clients for a testimonial, then ask them for feedback instead. That way they’ll appreciate that you care about their experience. You’ll also be able to find out what you could do better next time (which means more profit in the long run).
Once you’ve got their feedback, say “Wow, thanks, I really appreciate hearing your thoughts! So that I can help other people like you, do you mind if I use some of your comments in my marketing?” Boom, testimonial.
As you can see, by using marketing pillars, tracking your results and harnessing the power of social proof, you can make a big difference to your bottom line.
If you’ve used any of the above marketing strategies, please share your experiences here.