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Key elements of an effective marketing plan

In a nutshell, I want you to build a marketing strategy that includes the following FIVE elements.


Trust me on this, it’s going to earn you more and result in happier customers.


1.      Lead generation activities

2.      Strategies to increase sales conversion

3.      Ways to maximise the value of each sale

4.      Tactics to increase purchase frequency

5.      Systems to nurture your existing clients

 



Let’s look at these in more detail…

 

1.      Lead generation activities


Generating new leads and finding new customers is an essential part of your marketing - but it’s just ONE part of your marketing strategy. By focusing on the other four areas as well, you reduce the number of new leads you need to attract and earn higher profits.


The type of lead generation activities you choose should vary depending on your goals and target market. For example, if you are a business-to-business service provider, I’m going to recommend you try a lumpy letter strategy (download it for free here), instead of focusing all your efforts on social media.


A few types of lead generation:

·        Social Media

·        Direct Marketing

·        SEO

·        Paid Ads

·        Networking

·        Events

·        Word of mouth


I also urge you to track your leads and where they come from. You can use a CRM system (CRM stands for Customer Relationship Management) or keep a simple spreadsheet. Make sure you ask every lead how they found out about you and keep a record of that. You’ll start to see which types of marketing are your most effective.

 

2.      Strategies to increase sales conversion


Generating leads is great, but what you really need to do is convert them into sales!

A great way to do this is to show evidence of real results using testimonials, reviews, before and after photos, and/or case studies.


Having a proper ‘sales system’ is great too. When your customers can see that you’re following a method, it helps them feel comfortable about the process and this helps you earn (and keep) their trust.


I also recommend knowing and tracking your conversion rate, how many of your leads convert into sales. This will show you how many leads you need to get a sale. And if you’re tracking your leads as I urged you to do above, then you’ll know if leads from certain sources convert more.  

 

3.      Ways to maximise the value of each sale


If every customer spent a little bit more each time they bought from you, you’d make more money without a lot of extra effort.


HOW? Turn their burger into a combo.


I’m talking about natural upselling opportunities and adding value through combo deals, package options, and appropriate add-ons.



McDonald’s are a great example of how ‘Would you like fries with that?’ has increased their sale value and evolved into the standard combo offering we see today. They didn’t always sell combo deals, but by trying to upsell fries and a drink to burger orders, they noticed this generated more income from the same number of customers and made it a normal part of their menu.


Smarter not harder!

 

4.      Tactics to increase purchase frequency


Repeat clients are what we are all striving for. Encouraging your customers to buy more frequently is a great marketing strategy.


What you do here will depend on the type of product or service you offer and how often customers need to repurchase or update.


I’d also like to add here that going back to past customers is one of the easiest ways to generate sales.

 

Examples:

·        Email marketing

·        Loyalty programmes

·        Memberships

·        Subscriptions

·        Reminders/rebooking

·        Regular call cycles

 

5.      Nurture and care for your existing clients


Continue to nurture your clients after they buy from you. You want them raving about you, referring others, and coming back time and time again.


This turns your customers into a source of lead generation! And word of mouth marketing is so powerful!

 

Examples:

·        After sales system

·        Email marketing

·        Referral rewards

·        Birthday cards

·        VIP programme/events/exclusives

 

 

How does your marketing stack up?


That was not an exhaustive list of marketing strategies, but hopefully, it’s made you realise there are easy things you could be doing to improve sales, make more money, and grow your business.

 

 

 

Want my brain on your business?


I’ve got your back and I genuinely want to see you smash those big goals you have. I get so damn excited when my clients tell me how well their marketing is working – that could be you too!


Here’s how you can work with me…


 

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