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Strategic vs Tactical Marketing with Adrian Ulsh
In my series of articles in this magazine I’ve been revealing to you the 30 fundamentals required to build a successful business.
Last time we discussed fundamental number six… strategic marketing.
I want to continue on this critical fundamental because most coaches don’t realize that everything they know… everything they have learned… and everything they have been taught about marketing is WRONG! To understand strategic marketing, it’s best to understand what most small business owners use today… and that’s tactical marketing.
When you send out an email, a direct mail letter, a postcard or send a prospect to your website, those are all tactics.
But when you send an email letting a prospect know they will soon receive a direct mail letter from you, and then that letter arrives and directs the prospect to your website where they can download a free and valuable informational offer, and then that prospect receives a follow up phone call from you that closes the sale… that is strategic marketing.
And if the prospect doesn’t buy at that time, then a follow up “drip campaign” kicks in that continues to nurture that prospect until they are ready to buy what you sell. That is STRATEGIC marketing.
Strategic marketing is a series of tactics that does everything from generate the initial lead to closing the sale.
It’s the entire sales process from start to finish. It’s the RIGHT way for small businesses to market, and yet less than 1% of them are doing this.
As coaches, THIS is the great opportunity that we should be capitalizing on. But alas, less than 1% of all coaches know anything about strategic marketing, and even fewer understand it or know how to help their clients implement it.
Have you ever heard of “The Buyer’s Journey?” Here’s a visual representation of it.
Most buyers start on the far left side where it says “Future Buyers” and move slowly to the right. During this “journey,” they’re searching for decision-making information. They’re looking for the best deal, which really means the most value.
When they find it, they move into the last section labeled “Now Buyers,” where they decide which vendor they will purchase from. Notice the key factor for the prospects during this journey is information.
And yet, look at ALL small business marketing these days. The offers are “call us,” “schedule an appointment,” “request a consultation,” etc. These are called High Threshold Offers, and they carry tremendous perceived risk to the prospect. They simply aren’t ready yet to speak with or contact the person doing the selling.
If you were considering doing business with a financial planner, do you want to speak with them right out of the gate? Or would you prefer to educate yourself with their various products and services BEFORE you speak with them?
When you visit their website, are you more likely to respond to a link that says “click her to schedule your free financial consultation?” Or would you be more likely to click on the link that says… “Free Financial Report – 5 Things You Can Do Today To Guarantee You Will Retire At 59!
The key to marketing is to understand that 80% plus of all sales don’t take place until somewhere between the 5th and 12th point of contact between the prospect and the business. How many small business owners today do that? You can count the number of them on one hand!
Offering information is a Low Threshold offer that carries zero risk to the prospect and compels them to want that information. In exchange, they provide their name and email address to the business so they can begin a dedicated “drip campaign” where they stay in touch with their prospects with continuous points of contact and continue to educate them by providing information of value to the prospect.
Compare my process with the typical small business “tactical” marketing campaign and you will finally know and understand why 96% of small businesses go out of business within their first 5 years.
In future articles, I’ll continue to reveal these critical fundamentals, and how their application will greatly impact the businesses you coach… both professionally and financially.
So until next time,
About Adrian Ulsh
Adrian Ulsh is the CEO for Leader Publishing Worldwide, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.
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