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How to Generate Leads for Your Business: Match Your Marketing to the Way that People Buy

By | business coach, online sales, social media | No Comments

The Buyer’s Journey: Match Your Marketing to the Way that People Buy and Generate Leads

Today’s consumers are savvy and skeptical. They’ve seen it all, heard it all, and expect more out of the brand’s they do business with.

They’re tired of the pitch-fest, brand focused advertising that floods the airways and clogs up their social media channels.

Instead, they demand to be wowed. They demand to be informed. They demand a better experience from the first touch-point to the last.

The problem for most business owners and marketers is that the old school marketing education that is perpetuated by the small business institutions is outdated. It’s fluff-filled, brand focused, “look for the next sale” strategies have resulted in dismal high failure rates for small business. 

The fact that 80% of small businesses fail is a problem that these institutions continue to ignore and instead focus on selling their memberships instead of helping businesses truly grow.

Once I left my corporate career as the head of advertising at NASA Kennedy Space Center and started to consult with business owners and other marketers, I started to realize that there was a lot of bad information out there about how to market a business.

So I decided to do something about it.

I set out on a mission to pull back the curtain and shed light on the truth about how to really make your marketing work.

I know that for the Entrepreneurial Spirit to thrive, we need to break the cycle and get real. It’s time to take back the American Dream.

Here’s the big idea: If you want to generate new leads, you must match your marketing to the way that people buy.

Understanding The Buyer’s Journey

The key to generating leads is understanding the Buyer’s Journey. The Buyer’s Journey is a marketing and sales concept that basically begins with the idea that regardless of what you sell and who you sell it to, your customer’s are on a problem solving journey. 

There is a problem they have that they don’t want and a pleasure or outcome they want that they don’t have.

Understanding exactly what the problem is that keeps your customers up at night is the first step in getting your marketing to work on social media or even offline.

You must know what that problem is in your customer’s language.

Without using industry jargon or trade terminology, how would your customer’s describe that problem in their own words?

If you feel like you’re too close to it and don’t really know what words your customer’s would use, here’s a simple hack to getting the answer: ASK THEM!

Conduct five interviews with your ideal, perfect prospects and clients and write down what they say about it. Use those words in your customer focused marketing.

Next, the key to making this work is to understand that only 1% of consumers who see your marketing messages are “Now Buyers” meaning they are ready to buy from you or hire you now. 

The vast majority, 99% of the market isn’t aware of the problem you solve, isn’t convinced they need to solve it, and doesn’t know which vendor to choose.  If you only use Tactical Marketing to market to “Now Buyers” you’re missing out on 99% of the revenue and market potential. 

The key to tapping into the 99% of hidden revenue potential is that marketers should match their marketing to way today’s savvy and skeptical consumers buy and provide information that moves them along the Buyer’s Journey.

How to Generate Leads: Apply the Buyer’s Journey to Social Media 

The key to creating a strategy that matches your marketing to the way that people buy on social media is to create content focused on the three types of buyers:Buyer's Journey - generate leads

  1. Future Buyer’s
  2. Soon-to-Buy Buyer’s
  3. Now Buyer’s

Social media content ideas for future buyer’s include:

Live videos that breakdown the hidden costs of not solving a problem

  • Video interviews with experts on related topics
  • Testimonials from happy customers
  • Daily “behind the scenes” posts to your stories
  • Update your social media “bumper sticker” (your cover image, profile photo and About Us section”) to focus on your customer’s desired outcome
  • Be the guide – post conversation starters on your pagesBuyer's Journey

Social media content ideas for soon-to-buy buyer’s include:

  • Live videos that cover frequently asked questions
  • Autopost your blog posts to social media
  • Announce your next live event
  • Give your reader’s a downloadable gift (ex: a Checklist)
  • Move your social media fans to your email list
  • Reply to comments with open ended questions

Social media content ideas for now buyer’s include:

  • “Deal of the Day” offers
  • Create default replies so your customer gets an immediate response when they inquire even if you’re busy
  • Capture hot leads and send them a personalized message
  • Install the Facebook pixel on your landing pages so you can retarget website visitors with ads
  • Set up referral links for your strategic partners
  • Interact personally on other pages in your niche (neighborhood Facebook groups)

Understanding the Buyer’s Journey and applying it to your social media marketing efforts can take you from an unwelcome pest to a welcome guest in your customer’s social media feed if you match your marketing to the way that people buy.

Create the inspiring, educational, and fun content that will WOW buyers and watch your business grow!

About Jen DeVore Richter

Jen DeVore Richter is the former head of advertising for NASA at Kennedy Space Center recently awarded “Innovator of the Year” for excellence in Business Coaching. She is a professional speaker on the topic of marketing as well as women in leadership. Jen is a Certified Platinum business coach globally recognized for her fluff-free, results oriented approach and mastery of direct response marketing messages.

Marketing Consistency is Key in Brand Building

By | marketing, social media | No Comments

The 3 Pillars of Marketing – Consistency is Key

Are you trying to build an audience for your brand and spread your message so that you can fulfill your purpose?

As business owners we find ourselves pulled in many different directions and it’s easy to lose track of the things that don’t produce immediate return on investment. When I first started my podcast, I had the goal of releasing an episode a week. I had all the best intentions and quickly realized that without a dedicated time on my calendar to release the podcast episodes my goal of releasing one a week was not being met.

purpose filled business

Click to Listen on iTunes

Recently I was doing an interview with another business owner and she mentioned to me how much the podcast episodes have helped her and that they literally have changed her life in some ways. It was then that I realized the importance of keeping my message out in front of my audience and realized a more urgent need to get back on track and improve my consistency. So I’m telling you these lessons because not because I’m doing everything right but because they are lessons I’m learning along with you.

Make Time for Creating

There are basically two things that you need to improve consistency in your marketing. The first is dedicated time set aside to write and produce your content. So you should block off on your calendar for weeks in advance they set dedicated time and consider it an appointment with yourself and with your audience members that you must keep no matter what.

Use a Content Calendar

The other aspect of improving consistency in your marketing is to use a content calendar. A content calendar can help you pre-plan your content so that when it comes down to actually producing content you don’t have to think about what it is you’re going to say or write. It’s already been determined taking the guesswork out of it.

If everything is systemized you can outsource the production and ensure a quicker turnaround time. On a deeper level I think consistency in marketing is key because you have a message that you’re meant to share with the world and if you’re not consistent with spreading that message your audience will lose track of you. You will not be able to make the difference that you are intending to make.

Ensure Your Content Has a Consistent Standard

Brands are built on consistency in look, feel, and the way in which a message is delivered

If you’re trying to build a brand then you are going to need to pay more attention to being consistent with your message.

The mindset shift that this is going to require you to take is to move from a harvesting mindset to a planting seeds mindset. Making time to regularly share your message and connect with your audience may not have an immediate return on your investment of time but eventually it will pay off. Your message will be heard and your audience lives will be changed.

An action item that I would encourage you to take right now is to simply plan out your blog, social media, or podcast content for the next 12 weeks. Let’s start with small actions, because they can make a big impact.

Also I do have a free online training that I would like to give to you as a gift. Visit www.JustMetJen.com to download a free copy of the Rockstar Professionals Toolkit which has a blueprint to my branding process as well as a free guide and checklist.

Until next time.

God bless you!

 

Get a Marketing Breakthrough

By | business coach, social media | No Comments

CLICK BELOW TO LISTEN TO AN AUDIO MESSAGE TO YOU FROM JEN RE: VIP POWER DAYS

You guys! I am so excited! I have spent years and literally over 5,000 hours solving the problem of how to make Personal Branding & Online Marketing easy, fun and results oriented. It also helps with blog content.

Help With Blog Content

Recently, I had the pleasure of working with a new coaching client to teach her one of my hundreds of systems and the results were A-M-A-Z-I-N-G!

See, April is the Marketing Manager for a high-profile, local attorney. I won’t name names, but you’ve probably seen him interviewed on television and seen his billboards around town. April was stuck and frustrated. She had been trying to come up with a marketing system for writing blog articles and creating social media content that wasn’t a huge waste of time. And, her efforts were futile. When they came to me, she was super frustrated and feeling overwhelmed.

Content marketing is super important to her and her boss because it positions him as a thought leader in his industry and gives them valuable, shareable, unique content to load up their social media accounts and drive website traffic.

After working one-on-one with me, April now has an easy to use system for creating content based on keywords their clients are searching for, has the entire year planned out, and is no longer feeling stuck and frustrated.

Here is a Facebook post she made about it:

testimonial

Sweet! Right?

But, she and I aren’t the only ones that think it matters.

  • Content marketing leaders experience 7.8 times more site traffic than non-leaders. – Neil Patel for Content Marketing Institute.
  • According to a 2015 IBM Digital Experience Survey, 56% of marketers believe that personalized content promotes higher engagement rates.
  • Content marketing costs 62% less than outbound marketing & generates 3x as many leads says Demand Metric.

So, now I am putting together a limited time opportunity for you to spend half of a day with me so we can alleviate the frustration that you may be feeling about your branding building, social media or blogging efforts. Marketing is so valuable in building your brand, being seen as a thought leader, and driving traffic to your website. 

It’s here! VIP Power Day

If you are like April and you’re looking for a simple, structured process you or your marketing coordinator could implement, then my new VIP Power Day coaching program is for you!

I am pleased to announce a new coaching program called “P.L.A.N. to Get Results! VIP Power Day for Brand Building & Marketing Mastery” where I’m going to help business owners, entrepreneurs, and influencers or the marketing teams that love them learn how to create a marketing system that is easy to follow and results focused.

Take the frustration out of creating and marketing your ideas to be known as the authority in your industry!

VIP Power Day spaces are limited to just 4 people per month to allow each Rockstar Professional to receive the personal attention and focus they deserve. They can be conducted in-person in Jacksonville, FL or virtually via conference call.

If personal branding, social media, blogging, or email marketing is frustrating you, please sign up for your own VIP Power Day using the link that I will provide in a sec…jen devore richter leadership coach

P.L.A.N. to Get Results! VIP Power Day for Personal Branding & Marketing Mastery

  • Enjoy one-on-one personal coaching with yours truly to get results fast
  • Work on your unique goal and issue to be solved

Example ideas include:

  • Develop your content marketing strategy for the entire year
  • Take home your personal content calendar for blog topics
  • Gain an easy to use and implement system to take the guess work out of social media and blogging
  • Understand how to use your email list to drive website traffic and build your brand as an expert
  • Map out an online sales funnel that converts your fanbase into paying customers and clients
  • Plus surprise bonuses, access to our planners, tools, and checklists!

To learn more about VIP Power Days, please fill out this form or call (904) 382-7255.

CLICK BELOW TO LISTEN TO AN AUDIO MESSAGE FROM JEN TO YOU RE: VIP DAYS

 

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MAKE OR BREAK YOUR CAREER

How Your Online Image Can Make Or Break Your Career

By | branding, inspiration, social media | No Comments

This blog post was inspired by an appearance I made on being a resilient leader for the Jacksonville Women’s Leadership Forum panel in the spring of 2015. Specifically, we spoke about how women can use social media as a tool that supports resiliency in their career, experiences, branding, and security. We examined how to rock your online image.

Background:

Resiliency means being able to adapt faster, navigate the ups and downs of business, and bounce back quicker when obstacles are thrown our way. In 2010, I decided to close my successful photography business I had run for 7 years. I was at the top of my game, but burnt out from working weekend after weekend and wanted to transition back into marketing. Managing my online profiles was a part of my photography business, and I recognized that those tools would be integral into communicating my new goal of restarting my marketing career to my connections.

How Your Online Image Can Make or Break Your Career

Control and consistency of your social media platforms = control of your public resume.

Share your new goals with online connections

  • jen devore richterExample: if you are a doctor and want to start booking speaking engagements, you would share this objective with your circle of influence. Share your passion and mission.
  • People want to help you succeed. But they don’t know what you’re trying to achieve unless you tell them. So, tell them!

Communicate your qualifications

  • Keeping your LinkedIn profile up to date is key.
  • LinkedIn is your silent salesperson. It’s like having your own booking agent. It’s always working for you. Ensure your profile is up to date.

Ensure all of your social media platforms reflect the best version of YOU. Professional photography is key.

Demonstrate your passion & professionalism

  • You can establish authority in your industry and be seen as an expert by sharing thoughtful, interesting, original content on your social channels. Plan out your content using a simple content calendar to keep your message focused.
  • You can demonstrate passion for your career by helping others. Let’s not take this too far. I’ve seen some pretty vocal, passionate posts on social that go too far.

Remember your audience and THINK before you post- is it True, Helpful, Inspiring, Necessary, Kind?

Successfully making the transition from photographer to marketing agency owner was done by actively and mindfully crafting what was on my social media channels. I shared my goals, communicated my qualifications and demonstrated my passion for my new marketing business. Without a carefully crafted online image, I would not have been able to make the move in my career.

What are you doing to manage your online image? Take inventory and make time to take action.

 

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