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I have developed the habit of starting the year off by taking a step back to see the Big Picture 🖼 of what it is that I want to accomplish for the year. What it looks like for me in 2022 is a guy playing 7 chess ♟ games at the same time: real estate investor; real estate consultant; real estate brokerage owner; writer/marketer; lawyer; filmmaker; and musician. That’s a lot to juggle! 🤹♂️
When planning for your year ahead, do you find it best to compartmentalize each project?
I do! 🗂 So, this happened a couple days ago…
The heading says “business plan” but it’s really a top-down view of my marketing plan. Here’s how it works.
Start at the Top!
Platinum Clients are at the TOP of the Funnel!
Rather than do what the others are doing, starting at the bottom of the pyramid and working their way up, I’ve taken the advice of one of my new quasi-mentors, Kathryn Porritt of Business Bravery to start at the top!
1. Top-of-Funnel Prospecting:
For me, the top-of-the-funnel is comprised of two types of ideal clients: platinum clients (those who own businesses and earn over $1MM per year) and premium clients (those who have salaried positions, usually at the c-suite, and earn between $200K to $999,999 per year).
Q: How Do I Reach Them?
The answer is multi-channel marketing. This includes:
Direct mail,
Social media ads,
Custom FB audience (OWL + Batchskiptrace + RPR),
CrunchBase,
SunBiz.org (FL business owner),
SBA.gov (National business owner search),
Branding ads,
Press releases (PRNewswire), and
Book tours
Premium Clients Make Premium Purchases!
2. Middle-of-Funnel Prospecting:
This is akin to a database of your standardclientele (income < $200K per year). You’ll be able to reach them using Omni-present Marketing as well, but using different media and channels. Here’s a sample:
YouTube videos,
Udemy courses,
Kajabi courses,
Email list,
Paid traffic on fiverr,
Publishing one book a year,
365 days of blog posts,
Podcast,
TV show,
Seminars & webinars,
Instructor courses live,
Business cards and brochures,
Booths at trade shows and association conferences,
Booths at arts & crafts festivals,
Sponsorship branding,
Pop-up kiosks at the mall,
Direct mail (postcards) campaign,
Brand advertisement at the movies,
Hotel magazine ads,
Airline magazine ads, and
Local and National real estate investor ads.
Most of Us Start at the Bottom of the Funnel.
3. Bottom-of-Funnel Prospecting:
Since we’ve already covered everyone using income bracketing, let’s just say that anyone who has not yet been exposed to your brand (aka Cold Traffic) is, by default, within this container. The objective here is to ✈️ taxi all cold leads onto your Brand RAMP (read Professional Services Marketing by Shultz and Doerr) so that all prospects will recognize, articulate, memorize, and prefer your products and/or services. 🛫
Over to you. What does your marketing plan for 2022 look like? Does any of this resonate with you? Chime in! 🛎
Your Audience (and Their Attention) is Gone in 60 Seconds – So Use it To Your Advantage!
Use short video as bait to lure them in.
If you haven’t heard, Tik Tok is on fire and IG and YT are playing “catch up!” If you want to win viewers, then you need to deploy a 60 second video marketing strategy to lure viewers into your lead funnel’s traction beam.
Is that a goldfish?
Start with a hook that teases the benefit of watching your long-form content (and by long-form, I mean 3-8 minute videos on YouTube or Vimeo.)
Information is Illuminating!
Don’t leave them hanging, feed their hunger for more information. Close out your video message by recapping your main points and tell them where to go for more information.
A + B = C (It’s elementary, dear Watson!)
End with a clear CTA.
Ex: Curious to learn how we got this goldfish in the bag? Go here (xxx) to learn more!
Gotta love a good alliteration! All kidding aside, this blog post is about taking account of your business homepage to ascertain whether or not it’s time for an update!
One of the best ways to inform your viewers of who you are and what you do is by adding a promo video at the top of your homepage underneath your banner.
The best way to sell your products or services is to present a problem/solution demonstration inside of your spotlight video. For instance, if you’re a pressure washing company, you could display a homeowner who is getting the home ready to list in this hot real estate market, but the driveway looks dirty and the neighbors are judging. Uh-oh.
The owner receives a flyer from your local pressure washing company in the mail and the owner has an immediate ‘aha’ moment. Cut to pressure washing service in action. Next, the owner peeks out the window to a line of buyers outside waiting to present their offers (above asking price, of course!) The homeowner (your prospective client) lives happily ever after!
Like a Good Kindergartener, Compartmentalize Your Wares.
It helps viewers when you compartmentalize each section of your business so they can go straight to the resources they are looking for (and reduces your click through rate in the process!)
Now is the time to channel your inner air traffic controller 🛩 psyche and plan how you’ll drive traffic on your homepage.
Action Steps:
Start with a story. Why should a viewer stay on your page? What’s in it for them?
Compartmentalize your page into at least three sections:
Part One: problem/solution
Part Two: client testimonials
Part Three: CTA – appointment calendar links or order buttons.
Leave the “we’re the best on earth” braggadocio behind! No one cares about us, they only care about how we can make their lives better.
In closing, take some time this week to check the pulse of your page. is it time for a remodel? Even BK and McD know when it’s time to remodel, and look how they’re doing! Go remodel, revamp, and modernize your business page.
Use a survey to ask them questions which will help you narrow down what services you may provide them with, when, and how often. The goal is to satisfy what they want to accomplish by discovering what’s keeping them from getting there. Use their answers to craft a personalized service offering that is unique to them.
Reward Them.
2. Create a Client Loyalty Program.
People want to be rewarded for hiring (or shopping from) you. Offer them a rewards card or send them random gifts to show them how much you value their business.
Send Handwritten Notes.
3. Personalize Your Communications.
People tend to get lost in technology these days, so bring things back to the good ole days with a handwritten thank you card. You can also up your impact by sending random gifts and company swag.
Discover What Their Long-Term Goals Are.
4. Learn About Their Ongoing Needs.
If your clients/customers will be shopping or using your services more frequently, consider offering them a discount for frequency and throw in a occasional freebie – this is an excellent, low-cost opportunity for you to improve the “lifetime value of a client.”
Get To Know Your Clients.
5. Build Rapport By Getting to Know Your Clients Upfront and Stay Informed.
Let your prospects do most of the talking during your initial consult. Use sifting questions to discover their problems/goals so you can curate a personalized solution. Stay informed of their changes by being their friend and trusted advisor.
What Are Your Hobbies?
6. Find Common Interests.
What are your hobbies? Finding prospects while participating in common interest activities is a sure fire way to build bonds faster and get to the Know-Like-Trust stage that is a prerequisite of doing business. Take note of your favorite sports, music, restaurants, recreational spaces, faith and so forth, then brainstorm activities around those interests. Scan your community events postings to schedule which events plan on attending. When you and your prospects have the same tastes, your connection will happen naturally.
It’s Yes Pet Day!
7. Start With Humor.
The best way to get your prospects to let down their guards is to inject a little humor in your introductions. Laughter is a positive emotion and helps move a person from “skeptical” to “know-like-trust” faster than normal pleasantries. Humor makes us more likable to others. Use funny stories or clean jokes that are related to what you do or sell, but don’t overdo it. (Don’t be a Bozo!) 🤡
People LOVE Talking About Their Favorite Subject – Themselves.
8. Let Them Do The Talking.
We all know it’s hard to be in the backseat of a conversation, but resist the urge to yap and only speak when asking clarifying or prompting questions. It’s okay to paraphrase what they said occasionally to show them that you’re actively listening. When you can get your prospects to “trip” on the idea of using your products or services as the solution to their problem or desire, you will have mastered the art of subtle persuasion, while earning their trust in the process. People don’t like to be sold to, but they do like buying things that improves their quality of life (whether it be to resolve a pain point or to elevate their pleasure and happiness.)
Speak Their Moral Language.
9. Discover Their Values.
How does your product or service align with their values? Are you a good fit for them? Prospects are more apt to buy what they are looking for from a provider who aligns with their internal value system.
Apply the Law of Reciprocity – Add Value.
10. Begin With Giving.
According to the Law of Reciprocity, the recipient of a gift will naturally want to reciprocate your kind gesture by doing something favorable for you in return (such as hiring you or buying from you). You can open the reciprocity loop by giving a free initial consultation (but I’m afraid that’s been overused) or boosting an initial consult by throwing in a high-value bonus offering if they engage you at the close of your session. Retailers use loss leaders to allure shoppers into their stores, then up the sticker prices of commonly purchased goods that are prominently displayed at the front row, making it easy for shoppers to pick up along the way.
Pro Tip: Making an irresistible offer improves your close ratio!
In closing, making your products and services personalized vs. standardized is something your clients and customers want and expect in the 2021. It’s time to give your clients a “yes day” to a more personalized client experience.
A special thank you to the following content creators (in order of appearance) for their photos from Pexels:Andrea Piacquadio, Brigitte Tohm, GiftPundits.com, Marko Klaric, Edmond Dantès, JEShoots.com, Anna Shvets, Juan Vargas, Eva Elijas, and Gabby K.
If you are not already treating your clients like the VIPs that they perceive themselves to be, you’re at risk of losing them as lifetime clients. Many professional entrepreneurs claim to be interested in serving their clients for life, but their actions speak otherwise.
Why You Gotta Be So…Blasé?
Do your clients feel like this after the conclusion of your first business transaction?
Reach Out To Your Past Clients and WOW Them!
It’s time to think outside of the box and differentiate yourself. Send your clients a thank you gift. Not only will this put a smile on their faces, but you’ll stand out from the crowd of other professionals vying for your market share, earn repeat (hopefully lifetime) business, as well as prime your client pump for new referrals.
Stir Things Up With a Surprise!
Do a little creative brainstorming to identify some simple, but effective and meaningful gift ideas. Here are a couple of examples to help you out:
If you work in real estate sales, finance, or title, offer your clients a movie night at home by sending a gift box with a downloadable movie gift card, two bags of popcorn, a package of twizzlers and a box of chocolates.
If you work in law, send your clients a gift certificate for a simple will and advanced directives consultation along with a home fireproof safe.
Create an Opportunity for Your Clients to Win!
Have you considered sponsoring a “client of the month” on your social media channels? A great way to improve your brand image is to select a client of the month who either provided you with the biggest transaction or who sent you the most referral business in the prior month. Sending the winner tickets to a upcoming play with notoriety or to an upscale restaurant will win you major client loyalty! (Be sure to ask the winners to tag you in their social media posts during their “night out on the town! so that your other clients can see it and get inspired to be your next VIP winner!)
“I would like to thank my personal agent [insert your name here]!
In closing, finding ways to honor your clients with elevated experiences AFTER the transaction will help you stay top of mind, win loyalty, earn repeat business, and generate more referrals. While you will take on a bit of costs to implement this brand loyalty program, the ROI can be your very own golden globe of a reward!
John W. Tanner, J.D., M.S. 