1. A sales funnel is the key to a profitable business
As Jon MacDonald points out, calling a sales funnel a funnel is a bit of a misnomer. Your sales process should resemble a circle more than a funnel.
After potential customers become buyers, you should continue working to delight and impress them.
In exchange, they become more likely to tell other people about their positive experiences with your business.
Some of the people they tell will enter your funnel and become new customers, and the cycle repeats!
2. Even if your prospects might never become customers, they still have value
Brennan Dunn warns against the hard sell when it comes to passive ad networks like Facebook.
Your potential customers are on social networks like Facebook and Twitter. But they are not in a purchasing mindset while using these networks.
Instead of pushing for a sale in your ad, start creating a relationship. As Brennan puts it:
“You want to build an audience who will either hire you at some point, or, more likely, refer others to you.”
Create unique, useful, and actionable lead magnets and give them away for free.
Use your lead magnets to show potential customers why they should buy from you.
3. Use the jobs-to-be-done theory to solve customers’ problems
Strategyn quotes Theodore Levitt to demonstrate the jobs-to-be-done theory:
“People do not want a quarter-inch drill, they want a quarter inch hole.”
Instead of trying to sell your product to people, sell them the solution to a problem they’re having.
Even your most loyal customers are unlikely to buy your product simply because it’s your product.
They’re buying your product because they believe it’s their best option for solving the problem they’re facing.
Using this theory can provide great information for your marketing efforts. If you can identify the customer problem you’re trying to solve, you can gain insight into your customers’ mindsets.
Knowing what problem you’re trying to solve allows you to target potential customers who are suffering from this problem, help them get more jobs done, and help them get the job done in a better way.
4. Digital marketing is an ever-changing game so you need to stay on top of it to be successful
Rolando Herrera knows that your search engine position isn’t static.
As Google and other search engines update their algorithms, and as your competitors improve their digital marketing strategies, your search rankings can and will change.
Growing complacent will only allow your competitors to outrank you!
And a long-term strategy is always necessary. Your search ranking won’t change overnight, even if you’re doing everything right.
Be wary of SEO “experts” selling you quick successes.
5. Define your ideal customers and cater to them
Writing for Ontraport’s blog, Andrew Gazdecki notes the importance of defining your ideal customers so you can know what their specific needs and desires are.
There are many methods for gaining insight into your customers’ mindsets, like surveys, A/B testing, tracking user interactions online, and offering personalization options.
Keeping up with your customers’ needs isn’t a static game. You need to be constantly researching and adjusting your business based on your findings.
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