THE STRATEGIC MARKETING SYSTEM Process to attract ideal customers Customer Relationship Pipeline & Buying Path Customer Relationship Pipeline & Buying Path UNAWARE
Don’t know anything about UNAWARE you or your Don’t know company anything about you or your company
BE CHOOSY UNAWARE
Don’t know anything about you or your Idealcompany Target
Market Ideal Target Market
ITM PERSONA
Ideal Target Market
AWARE
Become familiar with you. AWARE Association Become familiar referal, meet you with you. Association referal, meet you
BE THERE AWARE
Become familiar with you. Association Build a referal, meet you Connection
ATTENTION
EXPERIENCE
BE PROVEN INFORMATION GATHERING
BE HELPFUL EXPERIENCE
At this stage, they They are in the may be ready for a EXPERIENCE market for what “taste” or an ATTENTION At this stage, they you offer “EXPERIENCE” They are in the may be ready for a They want more prior to purchase working with you market forCustomer what Relationship Pipeline & Buying Path “taste” or an information and you offer “EXPERIENCE” are ready to explore prior to purchase working with you
BE RELEVANT ATTENTION
They are in the market for what you offer
Prospect
Build a Prospect Connection MARKETING, attract, educate, interact, nurture, manage, track WHO attract, educate, EMOTIONAL MARKETING, interact, HOOK WHAT PROBLEM YOU SOLVE nurture, manage, track WHY WHEN Build a WHERE Prospect Connection HOW
MARKETING, attract, educate, interact, nurture, manage, track
INFORMATION GATHERING They want more INFORMATION information and GATHERING are ready to explore
They want more information and are ready to explore Lead working with you
At this stage, they may be ready for a “taste” or an “EXPERIENCE” Qualified Lead prior to purchase
Qualified Lead
Lead
SIGN UP/ SALE
The lead becomes a customer when they sign SIGN UP/ SALE the agreement and pay. The lead becomes a Service is provided. customer when they sign A customer becomes a the agreement and pay. client after using on a Service is provided. long term basis A customer becomes a client after using on a long term basis
BE FRIENDLY SIGN UP/ SALE
The lead becomes a customer when they sign the agreement and pay. Service is provided. A customer becomes a Customer then Client client after using on a long term basis
Customer Client SALES, qualify, present then proposals,
PROOF CREDIBILITY TESTIMONIALS CASE STUDIES PR Lead
answer objections, close, manage EMOTIONAL EDUCATE SALES, qualify, present proposals, LET THEManswer TRIALobjections,CONNECTION close, manage SAMPLE Qualified Lead
Customer then Client
SALES, qualify, present proposals, answer objections, close, manage
MacInnis Marketing
Small Business Marketing
Better Business Decisions
REFERRAL
The customer is happy to refer you REFERRAL after experiencing The customer is great service and happy to refer you wants to tell your after experiencing story and REFER great service and you to their network wants to tell your story and REFER you to their network
BE CONSISTENT REFERRAL The customer is happy to refer you after experiencing great service and wants to tell your story and REFER Advocate you to their network
Advocate
PROCESS PROACTIVE OCCASIONAL TOUCH Advocate