Business Marketing

Business Optimisation

How to Build an Unstoppable Business

If you're new to the world of business marketing that actually works... then this article is made for you.

Due to many business owners living outside of the marketing world, they have no solid idea what works. They often advertise because they know they need to generate business.

They end up throwing a pile of cash at marketing and advertising. However, when we ask them to prove it's worth, concise and precise answers fail them.

The truth is business owners and entrepreneurs sometimes get stuck. There's just too much to learn. There's too much going on in their business/life to dedicate time finding out the truth about marketing.

Today, That All Changes For You

You will soon know how small businesses turn into multi-national corporations. With this information, you'll be able to take your business as far as you want to profitably take it using the same tactics and strategies.

No matter where you are with your business, as a start-up, family business, one man band, local, national or international, or expanding through a different avenue... here you will find the system that made many of the household names.

You will see, this system works in every industry. It works across the board. It's how you play the business marketing game.

That's why this page is here to guide you step by step so you can master this marketing stuff.

Develop Your Marketing Monopoly

This is how Virgin, Merrill Lynch, Palmolive, Domino's pizza cornered their markets, differentiated themselves... and made it big.

It's simple.

When starting a new campaign, or your first marketing campaign, it's important to start at the beginning. Obvious right! But many business owners are sold into buying the latest buzz thing so they can get in front of a customer.

They are blissfully unaware they are being thrown in the deep end with their legs tied together, their arms tied behind their back, with an anchor attached to their midriff. Their chances of survival are slim to none.

Why do they fall for it every time?

Because, business owners always want more people walking through the door, the phones ringing constantly, and more traffic to their website. They believe the more people entering their business the more sales they will make.

They believe the old 10 to 1 sales theory. For every 10 people walking through the door, 1 will buy. It gets worse online... for every 1000 visitors, 1 will buy.

So they buy as much marketing/advertising media and tools as they can afford to boost visitors. They think by simply becoming visible in as many formats as possible will help their business prosper.

How's that worked out? The statistics are not good. Businesses struggle day to day with this model.

There are two distinct problems:

#1. They do not have the cash to compete with conglomerates' marketing budgets. They have to play another game... one they can win.

#2. They are starting in the middle of the system. They are not concentrating on the most important part right at the beginning.

Conglomerate Marketing...

Branding - Stating your company name, what you do, and how to get in contact with you, or where to buy - is not a viable marketing strategy for anyone other than those with deep pockets.

Plastering your image everywhere will not generate your maximum return on investment.

You must start at the beginning first and play a different game to succeed and grow. The same system they once used to build their businesses.

The Sophisticated Marketing System

Step 1 - Connect a Need to Your Product and/or Service, and Have a Proven Sales Technique

There's nothing more important than this step. Get this wrong or simply bypass it, as most do, and you might as well throw your cash on the fire. Well, at least it's guaranteed to generate heat.

If you play the same game as everyone else in your market, your potential customer is hooking for a duck at the funfair and hoping for a prize.

Instead, find your hook and grab yourself a prize customer.

Now, these ones are live... not the rubber ducks at the funfair, so you need bait. Something attractive and irresistible your potential customer would be stupid to turn down.

This is where you have to know and understand your market and their needs and desires. Use that information to develop your "hook and bait". Connect it to your product or service, and close with a proven sales technique.

Domino's hooked pizza lovers with bait they know people wanted. This sales technique transformed a failing business into a rapidly growing one.

They connected the customer's need with their product. And made them an offer they wouldn't refuse. It was simple...

"Hot fresh pizza delivered in 30 minutes or less, Guaranteed."

You see, pizza delivery was taking too long and arrived cold. It was a problem for the consumer. Domino's saw the opportunity, made the offer and took full advantage.

Anyone can make soap, but it takes a genius to sell it.

Palmolive was an unknown product with little distribution. Until they told their story. They generated desire by telling women Cleopatra used palm and olive oils. And Roman beauties did likewise.

They differentiated themselves from other soap products. And distributed across the world.

Step 2 - Decide if You Want to Offer a Free Lead Generating Offer OR Sell Directly

There isn't a right or wrong answer here. Every market is different. Some more sophisticated than others (they know more). Some more sceptical. And dependent on the platform used (traditional media Vs the internet).

Either way, it's just as hard to sell 'the free thing' as it is to sell in exchange for money.

Because there is a transaction going on. There is a sales process. And you have to make it really easy for them to take action.

Whether you start with the free offer or direct sale, you will have to provide tremendous value and content to convince your prospect.

Richard Branson started his Virgin empire selling cut-price records via mail order. He made direct sales offers interested people couldn't refuse. Then he sold to them again and again. Before long he was opening a record shop on Oxford Street.

Merrill Lynch started out offering a free info package through long copy space adverts to generate leads. They gave people the insiders scoop of the financial industry. And took it to the bank. Before they took upon this technique, they were unknown in the financial world.

Step 3 - Getting In Front of Your Potential Customer

This is the fun part... It's where most business owners start. It's where the tools and gadgets and media are sold. It's where promises are made and desires created. Just like the build-up to a rollercoaster ride, where you've got to the end of the queue and taken your seat. You've bought the ticket and you're ready to go.

Here you'll find out if your business converts people into buyers. Sometimes quickly. Sometimes very slowly. You'll figure it out if you pay attention. They figure it out either from data or gut instinct. But often never really knowing what worked. Especially if they play the branding game.

Many business owners pay to play and live for the thrill.

But for the business owner that's dabbled in a pay per click venture, they might have figured out their campaign doesn't work and conclude pay per click doesn't work.

They "don't get" it is not the media that didn't work. It's their use of the media. Or because they started in the middle of the system. Or they didn't test variations of the offer. Or add in other significant tools and steps.

Limited knowledge can only conclude the media doesn't work.

The quickest way to find out if your campaign works or not is through pay per click. Results are rapid. If it worked, great, roll it out across multi-media and track your results. If it didn't work, then go through the system again to find places you can make changes, then test again.

This way you'll only spend a few hundred pounds testing your marketing for conversions, rather than spending thousands per month on SEO and print media.

SEO = Slow Traffic = Slow Results

Businesses spend a lot of money on SEO. Most of them do not get results. They do not know how to measure the ROI. And they keep paying out hand over fist because they believe, as most do, it's what they must do because they want to be higher up the page rankings.

It's a complex, long game. You should be in it. But only when you have steps 1 & 2 working for you. And only work with SEO guys that actually know what they are doing. I've seen many companies spending lots of cash on SEO and getting nowhere.

Traditional media, or print media, is often neglected and misused advertising. Businesses use it to brand, to be seen, and they produce a glossy pretty looking ad. that does not convert. And regularly have no way of knowing if it worked.

Use this media correctly and it'll serve you well.

All campaigns are about marketing like a Peacock - Intrigue your prospect and lure them to your business. Once they are there you have to have a good reason to keep them there, something to hold their attention. Your marketing must be compelling otherwise...

You'll be trying to drive people to your business and end up spending a lot of cash for little reward.

Step 4 - Follow-Up Optimisation & Conversion

Now, you'll know not everyone that visits will buy. They might visit your place of business, or call, or enter your website, only to disappear, never to be seen or heard from again.

This is very bad for business.

You need an automatic procedure to capture details, track them and follow-up to make a sale.

This is a huge forsaken area by business owners. You must have the ability to connect with your customers and potential customers. And you must have something to offer... something they want.

It might be a free offer or a low-cost offer to potential customers. Or your main product or service for interested people.

Now get this... most people do not buy the first time you offer something. So wouldn't it make sense to contact them and offer it again?

You can implement a follow-up procedure digitally and automatically or physically or a combination of the two.

Once you have a follow-up procedure working for you, you'll exponentially increase your turnover.

Step 5 - Maximise Customer Value

This is big. Do this and you'll be able to generate money at will.

You want to get new customers coming to you, but once you have them, you'll need to keep them. Keep them coming back for more. And spending more with you.

You can grow your business by increasing the number of transactions per customer and increasing the average transaction value per customer.

Hopefully, you have more than one product or service to begin to maximise your customer's value. Otherwise, your profit per sale has got to be worth the marketing effort.

Many businesses live day to day hoping someone will come and buy. Hoping they'll renew their contract. They rarely do anything to maximise a customer's value.

By taking your business through my marketing system, you'll have the ability to market to them again and again. You can use the tactics in my marketing system to maintain communication and increase transaction frequency and value.

Here it is... It's all there for you... Applying one of the strategies from my system will grow your business.

Apply them all, and you will be unstoppable.