Fundamental to marketing success is the ability to identify your target audience. Everything else flows from this most crucial step. Who are the people most likely to pay for the product or service you offer? Using our TruClick Identity Resolution technology, we can identify those who already show interest in your business and those who show interest in your competitors! This knowledge gives us the inside track to present your offer at the right time: while your prospects demonstrate an intent to purchase. Strike while the fire is hot! That said, in some cases, your prospects are only gathering information and aren't quite ready to purchase. When they are ready to buy, however, a database of leads (see the "During" Phase below) puts your business front-and-center, guiding each prospect to choose you.

Don't be boring. This phase is where you can stand out from the crowd with a marketing message that grabs the attention of your target audience and compels them to respond. It begins with writing one ad to achieve one objective. Don't try to sell all things to all people. Rather, outline your ideal prospect's needs, problems, as well as their emotions. Doing this allows your message to resonate and form a deeper connection with your prospect than will those ads that brag about "features" and things the prospect doesn't care about. To be successful, your message needs to do the following: (1) Draw ATTENTION by stating the biggest benefit - tell what problem your product solves; (2) Generate INTEREST by giving reasons to care about what you have to say; (3) Highlight the PROBLEMS they are dealing with and how those problems only grow worse by not taking action; (4) Introduce the SOLUTION to the problem so they will sit up and take notice; (5) Finally, show off your CREDIBILITY - why they should believe you; (6) Provide PROOF your solution works; (7) Expand on all the ways your solution BENEFITS your prospect; (8) Present your full OFFER: the deliverables, features, benefits, price, terms, guarantees, bonuses, and reasons why to act now; (9) Give a CALL TO ACTION; (10) WARN what will happen in the future if they fail to take action in the present; (11) Give URGENT reasons to respond NOW; (12) Motivate further by RE-STATING BENEFITS so they will be led to take action; (13) Encourage with your FINAL CALL TO ACTION, directing their next step: click the button, make a phone call, enter details, press submit, etc.

What will be the vehicle that drives your advertising success? After we have defined and located your target market and crafted your message to them, it is time to start communicating. Since this tends to be the most expensive aspect of your campaign, it is important to manage each step to get a good return on investment. This phase is where multichannel marketing comes into play, piping your prospects into each appropriate channel, whether that be: (1) cold email outreach; (2) SMS/telephone calls; (3) direct mail; or digitally, via (4) social media (Facebook, Instagram, Snapchat, LinkedIn, TikTok); or (5) search engines (Google/Bing/Yahoo); and (6) Connected TV/streaming services. The key is to appear where your best prospects spend their time.

Your success requires the ability to automatically identify leads when they come to your website and the ability to know who has been visiting your competitors. These will be your warm leads, but they differ from those who have opted into your marketing pipeline. Therefore, it is ideal to have two databases store them. There's a right way for this and a wrong way. One database is needed to store the brand-new leads and those who haven't yet opted-in. The other list contains those who have opted into your CRM or email marketing funnel. With these lead lists, we build automations that push your audience to your various marketing channels. Doing this lowers your campaign spend because a "custom audience" file translates into relevance for those to whom you show ads.

With a database of high-probability prospects, our job is to reach out to them continually until they make a purchase. Making money is in the follow-up. Some statistics show that it can take up to 12 contacts with a prospect before they convert to a paying customer. This reality is why multi-channel marketing is so important to your success. It provides the most opportunities for reaching a prospect throughout their journey. We retarget them where they spend time: as they search online, while they are on their favorite social media platforms, or via a call from your sales rep, SMS messages, or direct mail. We automate this continuous follow-up mechanism for you to build a pipeline of motivated and highly interested prospects who will eventually become paying customers.

The marketing process eventually brings us to the selling process. As the business pioneer Peter Drucker put it: the job of marketing is to make selling unnecessary. Everything should already be in place by the time the prospect reaches this stage. By now, the prospect's desire for a result should be a demand. All we should have to do at this point is introduce the offer while aiming to make it so irresistible that your prospect would feel embarrassed turning it down. They should already realize how it will solve their problem and improve their life. Your offer should be a no-brainer, providing the prospect every reason to say, "I'd be crazy to pass on this opportunity!"

Don't stop marketing to your prospect after they convert into a customer. The idea isn't to get one customer and then move on to the next, but for them to create ongoing revenue. You want them so happy they tell everyone about their positive experience. The marketing process only begins after converting a prospect into a paying customer. First, this involves assisting your new customers in achieving what they are after by buying your product or service. The goal should be for them to achieve results. You don't want them to buy your solution and then fail to implement it. If that happens, you can likely kiss "goodbye" to any future purchases from them. Not only that, but they won't recommend you -- and, even worse, they might label your business as a scam! To prevent this, offer turn-key solutions that aid your customers as they implement the desired result. If you help your customers achieve their goals, there will be big payoffs for both of you!
Therefore, you must transform your business from high-pressure sales tactics to education-based marketing, teaching your customers to achieve their goals. When you take this approach, you invest in building deeper relationships with your clients as a trusted advisor rather than as a mere salesperson. First, position yourself as a thought leader in your industry. Then, go where the real money is by becoming a content creator instead of a content consumer. Produce problem-solving YouTube videos. Start a blog or a newsletter mailing list, or a podcast. By doing so, you can teach your audience how much difficulty goes into delivering your product and service. This phase is where the client notices your knowledge and skills, building trust in you as their trusted advisor. In addition to a sales and marketing system, you need systems to handle customer fulfillment and administration. Customers don't know how good your product or service is until they take steps to implement their purchase.

Get your customers to buy more from you with the right technologies, strategies, and tactics to keep them loyal and happily served. The best place to start is by reactivating your inactive customers from your database or CRM via a retargeting campaign that reaches them wherever they are, online or off. We influence them back into their customer journey to do more business with you. Of course, we also do this with your more recent customers via social media, search engines, Connected TV, USPS mail, SMS/voice campaigns, or something else. We constantly pipe your audience of website visitors (via a live-"Custom Audience File") into your retargeting campaigns in real-time. This tactic lowers your overall Cost-Per-Click by serving ads to the most relevant audience possible!

You must have a deliberate system to make referrals happen. Even with a great product or service, you can't rely on word-of-mouth for your success. It's too passive. And if you want to explode your profits, passivity is the exact wrong approach to take. Referrals are something you must actively orchestrate and stimulate. You're going to need a robust referral marketing system. People make referrals because they want others to have the same great experience. They also make referrals because it makes them feel good for having provided a real solution and feel good for having helped. By putting a system around referral generation, we can dramatically increase the reliability of getting word-of-mouth marketing. One way is to make it easy for your customers to make referrals with a platform designed for that purpose. If you want to go beyond that, we can set up an affiliate program whereby your customers (and others) can refer your products and services to earn commissions. There are many options to cover this stage, but we will need to discuss with you to determine the best tactics and strategies.