The Four Step Marketing Process

|Four Step Marketing Process
Four Step Marketing Process 2018-02-09T21:27:09+00:00

So you’re curious about our formula…

Well, one thing is for sure. It isn’t rocket science. You won’t even need a degree in marketing to understand it either. In a nutshell, Four Step Marketing is knowing who your customers are and then giving them exactly what they want. It’s giving away free stuff because you care about your customers and future prospects and want to build a relationship with them. Four Step Marketing is smart marketing. It’s measuring your spend and stopping the waste. It’s planning out your message and delivering it to the right people, right on time.

What is Four Step Marketing? It’s common sense marketing, mixed with some amazing technology, following the principles of the Golden Rule.

Four Step Marketing Consultants

Step 1 – Unique Selling Points

Say the Right Things with your Unique Selling Points

Problem: Most businesses overall marketing message is something like this: “We’re nice, we’re kind, we’re family owned and operated. We have integrity and we care about our customers.” The naked truth is that your customers don’t care about you. In fact, they already expect you to be honest, nice, and have integrity. Otherwise, you’ll be out of business or in JAIL. What I find as a marketing consultant is that 99% of business owners do not have a strong USP or Unique Selling Point. They pretty much look at their competition and say the same thing. This is a big-time mistake because when people compare themselves to other companies, they look, smell, and are indeed the same. People are forced to buy on price, not value when a company has a weak USP. Through innovation, a company can change their USP and thus begin to say exactly what their prospective customers want to hear.

Step 2 – Platforms & Offers

Grow Your Database Using Platforms and Offers

Problem: Most businesses never offer any incentive to connect with a prospect. You’ve been to a website and were offered to join the mailing list right? “Click here to join our mailing list!” Yuck! Why should we as the consumer give our private information up? The truth is 99.9% of people will not join a mailing list unless there was something in it for us! I like to say that people have their lives tuned to WIFM (What’s in it for me) and the truth is, there isn’t much enticement to joining a mailing list. The solution is to narrow down all the places you come in contact with prospects. These are your platforms. If they call you, that is a platform. If they visit your showroom, that is a platform. If they visit your website, that is a platform. Do you get it? Platforms are everywhere a prospect comes into contact with your business where a database exchange could be made. The second part of step two is to offer them something of value. For example, it could be a coupon code, a free ebook, a free DVD, etc. Keep in mind that the offer must provide extreme value for them to give up their information. For example, an accountant might have an ebook that says, “The Seven Secrets that the IRS Doesn’t Want You to KNOW about!” Now, picture this! Let’s suppose I’m looking for an accountant because I have tax problems. I’ve visited about 3-5 websites and I come across this website. Finally, valuable information. I enter my first name and email and download the ebook. I’m happy with the free ebook and I learn a lot from it. The accountant is happy as he has generated a lead. The key is this, companies who give offers away at their platforms generate 2000% more leads than companies who don’t. The average company website that says, “Join our mailing list will get maybe 3 opt-ins out of 1000 visits. When businesses use offers effectively they can generate as much as a 25% opt-in rate. Yes, 25 opt-ins out of 100 visits. The secret is that the offer must be valuable enough for a prospect to give up their private information!

Step 3 – The Marketing Arsenal

Measure and Leverage the Marketing Arsenal

Problem: Business owners spend billions of dollars every year without knowing if the marketing is effective. In step three, we make all marketing accountable. We want to see how many leads, calls, visits, etc it is generating. Why? Because we want every client to leverage his marketing dollars. Social media is hot right now! But should a company invest millions of dollars in social media if it doesn’t deliver sales and revenues? Of course not! Measuring marketing doesn’t have to be complicated. Really, it is pretty easy with the tracking tools that are available today. Step three demands that every form of marketing must have accountability and be measured. If it converts with a strong ROI, then it is kept on the table. If it doesn’t convert, then it is cut and the money is re-appropriated to a different form of marketing.

Step 4 – Marketing Automation

Automate your Follow-up with Marketing Automation

Problem: When businesses manually process inbound leads, often times these leads will slip through the cracks because the manual processes require human intervention. Furthermore, new customers are forgotten after the sale. The last step is to automate your follow-up into a system or marketing funnel. Remember all the leads we’re now generating from step 2? We use marketing automation to follow-up with them via email, direct mail, voice mail, SMS marketing, etc. After all, if someone shows interest in our products or services, we’re going to follow-up with them. The follow-up information provides education and dives deeper into the businesses’ USP. Now, as the buyer learns more he is able to make a better decision based on value. With today’s marketing technologies, you can have a guy come into the database from downloading an ebook and receive any number of planned follow-up communication automatically. Another fantastic thing is that after the prospect purchases and becomes a customer, the marketing message then changes to keep him as a happy customer for life!

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