24 Jul 2018
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Cracking The Online Strategy Code
When it comes to business these days if you do not have an online strategy you will be left behind. In this article, we will crack the online strategy code and deliver you all the questions you need to be asking yourself before you get left behind.
There are a series of questions that every business owner needs to answer in depth. Today I am going to ask you those questions and you can work on this article as you go and develop a clear overview of your own strategy. If you are looking for some guided strategy why not book into one of my Online Marketing Strategy Workshops.
This is the first question you need to answer. Let’s get really clear here why does your business exist? What purpose does your business serve? What is the pain point your business solves and why is that important?
When you can answer those couple of questions in depth you will know what your why is.
The second and equally important question is what? What products and services do you bring to the market and how do they relate to your “why”. Look at your current offering and decide which products have the most impact.
Knowing your what and how it impacts your why is extremely important and without it, you won’t succeed.
Now that we have a why and what it’s time to get clear on our who. To identify who your ideal client is you need to ask your self one simple question. Who stands to benefit the most from your products or services?
The who you identify when answering this question will be your most profitable market segment and your largest source of business referrals.
We all struggle with setting goals but they are super important when it comes to your online strategy. You need to identify 3 to 5 S.M.A.R.T goals that will help your business better deliver the products and services you identified in previous sections.
A SMART goal is Specific, Measurable, Achievable, Relevant and Time-Bound. A great example of a smart goal is to “increase subscribers to our mailing list by 300 subscribers who are interested in website design by June 30, 2020”. We would love to hear what your goals are, so feel free to comment on the article.
Define the biggest problem or frustration your marketplace has. Now think about the tools you have in your toolkit that can help solve that problem. You may have many tools in your toolkit and they are likely to be products or services or other small items of content. These “tools” are going to provide the inspiration for all of the content you create.
By creating content in this way you are attracting clients of your ideal kind by providing information they need to see and hear. This is the attraction method of gaining online traction.
Once you have attracted an ideal client what do you do with them? This is where lead capture comes into play. A visitor has come to your website and they are consuming your content and liking it so now it’s time to capture their details. The best way to do this is to offer those visitors some kind of small irresistible offer that they simply can’t pass up for free. All they have to do to get it is share their email address with you.
Brainstorm ideas for irresistible content that you can give away and work out the exact wording you will use to get them to sign up.
Well done now you have those visitors on your mailing list what do we do next? Well, now it’s time to nurture that lead through to a sale. What sequence of information can you create to convert that client from a visitor through to a client?
Brainstorm the sequence you can use to nurture the visitor through the decision making process to the purchase stage.
You have attracted the visitor, captured their details and nurtured them to the point of purchase and it is time to convert them to a client. Most of the time conversion fails because a prospective client isn’t sure what to do next. This is called onboarding and how you deal with the onboarding process can make all the difference. You can start educating your visitors way back in the nurture sequence by identifying how to purchase or engage your business as part of the nurturing process.
Brainstorm the clear steps to making a purchase or engaging your services and make sure they are clear and make sense to your client.
Finally, measure your success not just at the end but throughout the process. There are so many ways to measure things these days. In fact, there are too many ways to measure metrics but luckily for you, there is a solution.
Every business has a “Singularity Metric” this metric is the one item that is monitored and if going well will ad the most significant boost to your business in the next 90 days. What is that metric and how do you plan to measure it.
Key Take Aways
Make sure you know why what and who and that you are clear on this.
Learn how to attract your ideal client and capture their details.
Get clear on the process of nurturing your leads through the decision making process and conversion until you make a sale.
Doing all this work is useless if you can not measure the results.