94% Of Businesses Ignore 6 Crucial Steps – Darrell Evans
We really have just one major objective and that is to help small and mid-sized companies grow revenue online. and
Strategy Development For Small To Mid Sized Business
How do they transition their business online strategically?
Helping them with the skill of executing the strategy and that is either us doing it for them because of our team that we’ve built or we’re helping them through a coaching or consulting package where we’re training their team, their marketing team and their sales team.
Their problem is time. They don’t have time to execute everything that has to get executed because digital landscapes move quickly. It’s changing all the time and there are lots of moving parts.
Getting really crystal clear about the pains problems
This is Achieved Through 6 Steps Which Most Businesses Ignore
Step 1. Really Identify The Customer Problems
The first step in our six step model is we must identify the problems, pains and concerns of your most ideal customer. You hear the word “buyer profile id”, unique client profile or buyer persona, which all refer to the same thing.
My business partner actually has written the book: The World’s Best Buyer Persona System and it is available on amazon.
It is step one that book is his perspective from his life and his world of 20-something years in business but step one is getting really crystal clear about the pains problems concerns of your customer and it’s an empathy approach not a demographic approach.
Step 2. Show Up Online To Drive Traffic
Once we understand who that person is what problems they’re going through how they think, what they see and all these other things, now it’s about figuring out where are we going to show up in the world where they are to drive traffic to your website.
We want to now figure out how to implant your business in front of them where they’re already hanging out so step two is a traffic generation strategy. Are we gonna use google Facebook are we gonna use Instagram? Underneath that layer is that tactical approach.
Step 3. Capture Leads The Smart Way
How do we now get them to raise their hand and make themselves visible to you because you can drive traffic and not capture a lead and that’s what a lot of people are facing is they spend a lot of money on google ads, Facebook ads and people hit the website and just leave. So step three is a lead generation strategy and now we’re figuring out what matters to this website visitor that would get them to raise their hand.
Case Study: Lasik Eye Surgeon
He was a very well respected surgeon but he was just spending way to much on advertising and getting poor results, getting about 30 leads a month from his website.
He was doing seo, he was doing it all.
Within 90 days we had him up to 90 leads per month.
By the way surgery at that time for Lasik eye surgery was about $3500 of surgery so we’re not talking about a cheap return on investment here and we had him up to 90 leads per month. By the peak of our campaign he was up to about 240 leads per month at which point his sales team couldn’t even keep up.
Step 4. Have A Strategy For Conversion
Step four is a conversion strategy. So how do we nurture those people who are not ready to buy today. Let’s think about the eye surgeon again. You don’t wake up in the middle of the night and decide you’re just going to go have someone cut your eye or laser your eye. That’s not a quick decision so they may have inquired today about getting their eyes operated on with that technique. There were two major pitfalls with that inquiry. Number one there was a cost factor. Not everyone can afford a $3500 surgery that usually isn’t covered by insurance and number two, not everyone is confident that their eyes are gonna make it through. So two stumbling blocks or preventers to the conversion which were fear and cost. So what if they’re not ready today?
This step in the process nurtures that customer through their pain points their questions and their concerns obviously email marketing as the most popular way to do that there are plenty of other ways.
Step 5. Have A Strategy To Increase Lifetime Value Of Customers
Step Five is essentially increasing the lifetime value of a customer. So you heard me talk a little earlier about the stages that we were not involved in around 2013. Now we now have strategies inside our process where we are looking at a customer database we’re looking at the existing customer or client database of the company.
A lot of people run to cold traffic when they don’t optimize their existing customer database but you need to think about cross selling and upselling opportunities within your existing database.
I’ve made more money by taking care of my existing customers than any cold ad campaign. Don’t get me wrong, cold ad campaigns work but the optimization of lifetime value comes from really focusing on that post-client relationship.
Step 6. Have A Strategy That Allows You To Scale
Step six is scaling for growth. There are certain mechanisms that have to be in place to scale. Step one through four can get you out of the gate. Step five is an enhancer. Step six is how you really put pedal to the metal. We’ve had some companies where they allow us to take them to the next level. For example one of our clients came in to us at four million dollars a year in revenue he ended up getting up to about 22 million in revenue sold the company for 35 million took a year off and then restarted another company in the similar space in a different marketplace and came right back to us and said let’s do it again!
Darrell Evans also has a great podcast called The Mindshift Podcast