Persuade Your Perfect Customer: Our Top 3 Tips To Build A Relationship With The Influencers!

Who influences my perfect customerEveryone has someone in their lives that they respect, get advice from and listen to unconditionally. Have you ever trusted a friend for a referral to a doctor or checked with a neighbor for their advice regarding lawn care? If yes, then they are the authority figures in your life.

We listen to authority figures because we like to make sure that we are doing, getting, buying the right thing. The various influencers in our lives award us with their advice and experiences that we use when making our own decisions.

Americans love and trust legendary movie stars, TV doctors, TV judges, philanthropists and educators. But more importantly, we put more trust and faith in people we know personally as compared to these famous personalities.

If you really want to experience amazing sales and customer loyalty, make sure to get these influencers and authority figures to work with your brand and products. If they like it, they’ll recommend it and slowly but surely your sales will benefit.  And here is how you do that:

Engage Authorities

There is always that one person on a forum or an online community that is the considered the guru in their field. You’d be wise to get them on your side!

Build positive relationships with them by participating on their forums. By this we mean being sincere and truthful in a non-salesy, non-cheesy way! You will have plenty of time to do some hard selling. But during forum participation use the right tone of voice that helps them set up their authority. Write relevant and appreciative comments and be nice to them. It’ll definitely pay off!

Tell Them How They Benefit From Your Product/Service

You want them to help you sell your brand. But what’s in it for them?

Let them know how working with you will benefit their own cause. How can you help them meet their goals? You offer something that compliments their own authority and field of work, find out ways to partner up that benefits both your organization and their authority.

Be Helpful, Be Nice!

We only suggest service providers who have been generous and courteous to us. Why would they e any different? Get these authority figures to know you, your company and the philosophy behind it. It is extremely important that they grow to value and trust you in order help you build up on the brand.

So before asking frothier help, help them! Think of them as potential customers that need to be wooed before they buy.

What is Drip Marketing?

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This lesson is about “What is Drip Marketing?-Putting Know, Like and Trust into Over-drive”MC3 Module 12 Lesson 1

HOW ARE THEY STAYING IN TOUCH?

Do you get follow up emails from other companies-including a note from their President thanking you for the order?

Have you ever signed up for an online series from a business or celebrity chef?

• Do you wonder they manage to fit all these things into each and every day?

• Would you like to keep up with your contacts without being so overwhelmed?

SET IT AND FORGET IT?

Drip marketing is important because it’s as close as you can get to “set it and forget it” marketing.

This little “secret” of professional marketers demonstrates follow up and consistent communication on your part.

• It builds your know, like and trust credentials with your audience with very little effort.

Sound like a win-win?

OVERVIEW

In this lesson, you’ll discover what drip marketing is and how to use it effectively.

• You’ll review examples of how drip marketing can educate and engage your audience to grow your business.

WHAT’S THE SECRET?

You’ll uncover the “hush-hush” way effective marketers seem to stay in touch with their audience on a personal level while at the same time using drip marketing tools like MailChimp.com

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover what drip marketing is
  • Look at examples that grow connections with your audience
  • Walk-through the differences between an email campaign and an autoresponder series.
  • And brainstorm some ways to use drip marketing successfully for your own business.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

WHAT IS DRIP MARKETING?

What is drip marketing?

Simply put, it is a strategy to communicate with customers or prospects over a period of time using a series of pre-written messages that “drip” out to the audience on a pre-designated schedule.

  • It is commonly done using email, but it can also be done with social media, direct mail and phone calls.

A well done series will make the reader feel like the personalized messages are coming from a real person on the other end.

STAND OUT WITH A BASIC SERIES

The more sophisticated drip marketing services and software can even branch the series of communication based on actions or responses from the audience.

Drip marketing is getting more sophisticated every day, but don’t let that scare you off.

  • A basic messaging series can still put you head and shoulders above your competitors.

Here are some examples of how to use this technique:

PURPOSE #1 EDUCATE YOUR AUDIENCE

One of the main purposes of drip marketing is to educate your audience so they know, like and trust you more.

  • Are there questions that prospects always ask before they make a decision?
  • Do people have common objections when they are contemplating a purchase?
  • Is there a basic level of understanding that prospects need and want on how your product or services can help them?

All of these types of communication could be turned into a series of drip marketing messages.

PURPOSE #2: ENGAGE READERS

Another purpose of drip marketing is to engage your readers.

Do you have interesting stories or practical examples that would appeal to your audience?-especially in the evergreen topics of:

• Small business and marketing

• Personal finance and investment strategies

• Personal development and self-help

• Parenting

• Alternative medicine

• Fitness and Nutrition

• Crafts

• Dating

• Beauty

• And job training

TELL INTERESTING STORIES

Look for ways to offer simple, yet engaging stories on topics with broad appeal.

  • Think of how you can connect your products or services with the solution.
  • Remember to keep the messages relevant and valuable to your audience.

Too much “salesy” talk will turn people off, or worse have them hitting the “unsubscribe” button.

  • Use an approach of the “helpful authority figure” rather than the “late-night infomercial spokesperson” to achieve your marketing objectives.

MAKE FOLLOW-UP HAPPEN

Finally, drip marketing is a great way to make follow-up consistently happen at each point in the sales cycle.

  • Do you want each new subscriber to get an offer or discount within so many days of signing up?
  • Do you want each new customer to receive a survey about their buying experience or a thank you from the President of the company?

Each of these communication strings can be automated with the use of drip marketing while retaining a personal feel to the individual.

WHAT IS AN AUTO-RESPONDER?

Wondering exactly how this whole process works?

There are many ways to drip communication out to an audience, but during this group of lessons we are concentrating on a tool called an “autoresponder”

  • Simply put, it is a series of emails triggered by some action such as subscribing to a list or making a purchase.
  • The autoresponder “automatically” responds and starts the communication based on the schedule that you pre-designate.

You can send one a day after the action, a week after, two weeks after, a month after, and on their one year anniversary.

IT’S ALL ABOUT TIMING

Does that sound a lot like an email campaign?

  • In fact, they are very similar.

In both cases it is easy to grow connections with your audience through regular communication.

  • The big difference between an email campaign and an autoresponder is timing.

In a typical campaign, everyone on the list will get the same message at the same time.

In the case of an autoresponder, everyone will get the same message, but at different times based on when they took the action that launched the autoresponder.

TIME TO GET REAL!

Now it’s your turn.

This lesson’s Practice Guide helps you brainstorm ways to move prospects further down the sales cycle and build customer loyalty through the use of drip marketing.

NEXT LESSON

Once you’ve taken a look at how to incorporate these techniques in your own business, let’s reinforce how this approach can be so effective with our next lesson: “Why Drip Marketing Works”

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Why Drip Marketing Works

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This lesson focuses on “Why Drip Marketing Works-The Art and Science of Repetition”MC3 Module 12 Lesson 2

ARE YOU REPEATING YOURSELF?

Do you feel like you’ve already told your audience all about your products or services?

• Is it hard to get excited about saying the same old thing again?

• Do you think that your prospects and customers are tired of hearing from you?

Even worse, do you feel like you’re being “pushy” by bringing up how you can help them?

BREAK THROUGH THE NOISE

The truth is that in marketing:

You’ll probably get tired of saying it way before your audience gets tired of hearing it.

Repetition is important because it takes more times than you would imagine to penetrate the “noise level” consumers have learned to “tune out” on a daily basis.

• Repetition is required for your message to take hold in their consciousness and start to influence their actions.

OVERVIEW

In this lesson, you’ll walk through the basics of repetition in marketing and advertising so you have a framework of how to successfully connect with your audience enough to be effective and get the sales you want to be successful.

• You’ll explore the importance of sending multiple messages so you can model the best practices in use today.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover some startling statistics about the average number of messages you need to connect with a prospect and turn them into a customer.
  • Look at an effective frequency strategy for making connections
  • And walk through a planning structure of how you will harness the power of repetition using drip marketing.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide to give you “hands-on” training customized to your own business.

HOW MANY TIMES TO REPEAT?

Most small businesses vastly under-estimate the amount of time you need to repeat your message to the target audience to move them along the sales cycle.

  • Estimates vary depending on which study you read, but some of the statistics are startling.
  • How many contacts do you think are required to turn a member of your audience into a customer?

Let’s take a look…

EXAMPLE: THE LAW OF 29

Our first example is the “Law of 29”

This unwritten, but often cited “rule” says that on average, a prospect must read, see, hear or feel your message 29 times before they will convert to a customer.

  • Other studies cite the need for up to 30 repetitions of a message before it sinks into the human brain.
  • Still others suggest “only” 6-7 connections are needed to convert a prospect into a customer.

REPETITION DRIVES REPEAT SALES

Without determining a specific number, an IBM study did find that regular emails to clients and prospects resulted in a 48% increase in repeat sales.

  • Whether you believe in the “Law of 29” or some other number, there is much evidence to support using a drip marketing strategy vs. a “one and done” technique if you want to increase your odds of closing the sale…and getting the next sale.

HOW OFTEN TO DRIP?

Ok, you understand that you need to reach out and “touch” them…a lot!

But how often should you be sending messages to your audience?

  • The first thing to remember is that it’s called “drip” marketing, not “flood” marketing.
  • And especially not “flood-followed by a drought” marketing.

Slow and steady wins the race-just like the story of the tortoise and the hare.

But what does that look like?

DIFFERENT PURPOSE = DIFFERENT FREQUENCY

Mail Chimp and others recommend that you send at least monthly to keep people from forgetting who you are.

  • In drip marketing, you may want to have more frequent contact right after the event.
  • You may contact them the day after the event and then come back a week later, and so on.
  • If you are running a weekly series, you would send a message once a week and then touch base monthly after the series wraps up.

HOW OFTEN WOULD YOU CALL?

Think about how often you would contact them if you were using another method, like phone calls, or regular email.

  • Lay out how often that sequence of communication would take place.

This will give you a good “rule of thumb” for a drip marketing frequency.

EVERY EMAIL COUNTS

Don’t forget to take into account the frequency of email from all sources at your company.

If they are getting blog posts sent to them via an RSS-driven campaign, and an autoresponder series, and other varieties of email campaigns…it may translate to overload.

  • They won’t care that they are multiple campaigns or autoresponders-they just know they are getting too many emails from your company.

Shoot for a maximum of 4-6 a month from all company sources.

  • If people are unsubscribing in droves you are probably sending too many emails.

MAKE IT FEEL PERSONAL

Finally, drip marketing that is done well will have a personal feel to it.

  • Your goal should be to send communication that feels “as if” you are sending it directly after an event and not just some “robo” email blast.

Use drip marketing as the tool to send messages that you would have sent anyway.

(That is if you had unlimited time and staff to follow up with your subscribers and customers.)

  • Say the things worth saying.

The ones that show you care and give valuable information to your audience.

TIME TO GET REAL!

Now it’s your turn.

Go to this lesson’s Practice Guide, and plan some ways to extend the cycle of communication.

  • Think about some fun and unexpected messages you could send which would engage and delight your audience.
  • Find multiple ways to communicate your ideas and reinforce why your solution is the right one for your audience.

This is where you can stand out from the crowd in both your creativity and persistence.

NEXT LESSON

Now that you’ve looked at why drip marketing works let’s get into more detail with Lesson 3: Tips for Using Drip Marketing-Secrets of the Pros”

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