How to make your prospects love you

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Presentation from a 4P Marketing seminar in March 2013 by AVN - Changing the Numbers

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How to make your prospects love you

  1. 1. how tomake your prospectslove you (and then turn them into clients who love you too)
  2. 2. your prospectsarent all the same
  3. 3. your contacts are at differentpointsin the sales cycle
  4. 4. there’s not going to beone way to turn these prospects into clients
  5. 5. segment your list
  6. 6. use a survey
  7. 7. improve yourimprove your CRMcommunication SURVEY create articlecreate press release
  8. 8. improve your improve yourcommunication CRM SURVEY
  9. 9. come up with a1. list of questions
  10. 10. purpose
  11. 11. purposekey informationyou want to know
  12. 12. key informationyou want to know • business entity
  13. 13. key informationyou want to know • business entity (partnership or sole-trader) incorporating?
  14. 14. key informationyou want to know • business entity • type of business
  15. 15. key informationyou want to know • business entity • type of business • business size
  16. 16. set up your2. survey
  17. 17. set up your2. survey Sue is going to show you how to do this later…
  18. 18. send your3. survey
  19. 19. send your3. survey much smarter way to send your survey
  20. 20. integrate your MailChimp andSurveyMonkey accounts
  21. 21. send regular campaign
  22. 22. select recipients
  23. 23. complete campaign info
  24. 24. select predesigned
  25. 25. select SurveyMonkey
  26. 26. select a template
  27. 27. select your survey
  28. 28. thensend
  29. 29. replicate
  30. 30. segment by ‘SurveyMonkey Activity’
  31. 31. really handy segmentation options
  32. 32. 4. SurveyMonkey download responses off again, Sue is going to show you how to do this later…
  33. 33. 5. update your CRM (upload to MailChimp?)
  34. 34. startmarketing campaign
  35. 35. use language relevant to your audiencekeep any offers appropriate to your audience‘e.g. join me for a coffee and a chat’ forlocal business owners onlybe aware of their specific needs (start-upshave different problems compared withestablished businesses) and offersolutions to problems they likely face
  36. 36. look for clients who aresimilarto your prospects
  37. 37. contact those similar clientsfor case studies testimonials about how you’ve helped them
  38. 38. usecase studies &testimonialsfrom those clients in your marketing
  39. 39. your prospects will connect with you
  40. 40. your prospects will connect with you send your prospects stuff that they actually want to read they’ll love you for it!
  41. 41. even if they don’t take youup on your offeryour email reputation will improve
  42. 42. because your marketing will be more targeted it will take more time
  43. 43. one campaign
  44. 44. five campaigns
  45. 45. how to do it all quickly
  46. 46. simple merge tag
  47. 47. *|FNAME|**|MC:TOC|**|LIST:COMPANY|*
  48. 48. first name*|FNAME|* table of contents*|MC:TOC|* company name*|LIST:COMPANY|*
  49. 49. first name merge tag
  50. 50. adds in a specific piece of information everyone can see it
  51. 51. dynamic OR conditional merge tags
  52. 52. it doesn’t add in any information it hides and shows text based on your subscriber information
  53. 53. dynamicmerge tag based on your groups
  54. 54. dynamic merge tag*|INTERESTED:GroupTitle1:groupname1|* *|END:INTERESTED|*
  55. 55. dynamicmerge tag *|INTERESTED:Type:Gorilla|* *|END:INTERESTED|*
  56. 56. gorilla
  57. 57. baboon
  58. 58. dentist plumber
  59. 59. sole trader limited company
  60. 60. conditionalmerge tag based on your subscriber info
  61. 61. conditionalmerge tag
  62. 62. conditionalmerge tag *|IF:|* *|ELSE:|* *|END:IF|*
  63. 63. derbyshire
  64. 64. derbyshire*|IF:LOCATION=Derbyshire|*
  65. 65. derbyshireif notderbyshire
  66. 66. derbyshireif notderbyshire*|ELSE:|*
  67. 67. five campaigns
  68. 68. one campaign
  69. 69. i’ll send you a coupleofreally handy linkswhich explain merge tagsin more details
  70. 70. the more targeted your campaigns the greater success you’ll have
  71. 71. continue tosegmentyour client data base types of services you provide to your existing clients
  72. 72. normal segment – no merge tags required
  73. 73. your email reputation will continue toimprove
  74. 74. all your clients willlove you
  75. 75. ??? ? ?

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