Outsourcing Your Marketing vs Hiring an In-House Marketing Team? ~ 11 Entrepreneurs Share Their Advice

Sigh! It can be incredibly frustrating to feel like the vision you have for your business is moving excruciatingly slow. You have zillions of brilliant marketing strategies. The problem is there is never enough time in your day to execute or manage it all.

I have found the biggest cause is from something called the Marketing Strategy Execution Gap. You need more soldiers on the ground to deploy multiple marketing strategies to free you up to shine as Chief Visionary.

“Without vision, the people perish.” ~ Proverbs 29:18” “Without marketing, the vision will perish.” ~ Yoon Cannon” Click To Tweet

You probably already tried outsourcing to a marketing agency only to be disappointed with the results. According to digital.com, 76% percent of small business owners report facing marketing challenges.

The core challenges of marketing fall into these 5 areas:

  1. Generating traffic and leads
  2. Training your team to generating traffic and leads
  3. Lack of resources (budget / people / time)
  4. Hiring talented people
  5. Social media

I mean, starting a business is hard enough. Can’t leads just come you? You have a great business idea, right? You should be overwhelmed with leads, right?

Wishful thinking. 

After All, There are amazing musicians who, based on their genius of talent, should be worldwide superstars. But instead, they starve and struggle for decades because they were never ‘discovered’ by record labels who can market the heck out of them. 

Your genius business idea is no different. Doing all the marketing yourself should no longer be an option. 

As the visionary, how will you close that ‘Marketing Strategy Execution Gap’?

  • Option 1: Outsource your marketing to a bunch of freelancers or to a marketing agency.
  • Option 2: Hire your own in-house marketing team.

Which is better for you? … 

I’ve rounded up 10 small business entrepreneurs to weigh in with their opinion on this decision. Find out the pros and cons they have experienced with outsourcing vs hiring an in house marketing team. At the end I will also share my own experience from everything I have tried over 26 years of being an entrepreneur to help you make a more informed decision for yourself. 

Kymberlie Dimoz, CEO of Lighting Rod Agency 

Outsourcing is perfect when your business is making a healthy profit margin. Click To Tweet
Outsource Your Marketing

Kymberlie Dimoz shares “Outsourcing is perfect when your business is making a healthy profit margin but you haven’t quite yet realised your potential.”

Ambroise de La Gorce, CEO/Founder of Openinno

@ambroisedlg Outsourcing at the very beginning of the business can offer more flexibility. Click To Tweet
Outsource Your Marketing

Ambroise de La Gorce shares, “Outsourcing and in-house marketing both have their pros and cons. Each option can be better than the other in different situations depending on numerous factors, including type of management, marketing tools used, sprints management, business stage.

In my opinion, outsourcing at the very beginning of the business can offer more flexibility. Recruiting in-house is necessary when the product/market fit is validated, to give more stability to the business. Then outsourcing 20% of the team or so when scaling the business can be interesting to gather the resources we can hardly find on-site.”

Kerry Maybank, Owner of Strategic Links LLC

@TheMaybankGroup I have team members that are great at marketing and create more of the significant pitch documents for us Click To Tweet
Outsource Your Marketing

Kerry Maybank shares, “I mostly do my own marketing, but I have team members that are great at marketing and create more of the significant pitch documents for us.  I’ve received free advertising by doing interviews with the media.

My company does not have employees.  We have team members. People come onboard with exceptional talents in particular areas of the business that significant interest at the time.  Sometimes we provide equity if the need is that great or we barter and provide their companies something in return based on our expertise. It keeps costs down, and creates mutually beneficial relationships, while increasing the exposure of our firm.”

David Murumbi, Founder of Rafiki Digi

@Rafiki We keep our marketing in-house because it allows us to harness our own data. Click To Tweet
Outsource Your Marketing

David Murumbi shares, “We keep our marketing in-house because it allows us to harness our own data and learn to understand how our customers interact with our business. Combining marketing customer data, building segments, and then activating those segments in your communication is something that really draws growth.

Peter Rigas, Founder of Fini Cutlery, LLC

No one will care about your business or know your products/services better than you and your staff. Click To Tweet
Outsource Your Marketing

Peter Rigas shares, “You need both. You need in house because no matter how much you pay an outside agency or group of freelancers, no one will care about your business or know your products/services better than you and your staff. However, there is so much to manage and oversee that you need outside agencies that specialize in the various verticals.”

Mark Walerysiak Jr., Founder and CEO Of Giverrang

@marktuff I would prefer to have someone inside the team and as close to the product as I am. Click To Tweet
Outsource Your Marketing

Mark Walerysiak Jr. shares, “I’m early stage, and do all the marketing myself (at the moment). I could see the benefit of outsourcing particular tasks related to content / SEO. The more weedy stuff. But when it comes to telling compelling on-brand stories I would prefer to have someone inside the team and as close to the product as I am. When you eat, sleep, and breathe a product (and not worrying about other clients), you can communicate much more passionately about it in just about any form, and I think the audience can pick up on that. So the preference would be in-house if it’s doable.”

Laurie Kessler, CEO Of  The Celebrity Source

@celebritysource Our team has a great deal of experience - so we can tap into our own knowledge for basic initiatives Click To Tweet
Outsource Your Marketing

Laurie Kessler shares, “My marketing needs are managed with both internal and external resources. Our internal team has a great deal of experience in marketing and PR – so we can typically tap into our own knowledge and experience for basic initiatives like drafting corporate communications and pitches, social media posts, email marketing, etc. We outsource for marketing tactics outside of our areas of expertise, or if our bandwidth is tight – such as more complex social media campaigns, SEO and digital advertising.”

Gary J. Nix, Founder Of The Brandarchist

@Mr_McFly No one can create someone else's brand on their own Click To Tweet
Outsource Your Marketing

Gary J. Nix shares, “I’ve always done my marketing in-house. I’ve only worked in or ran marketing companies, so outsourcing my marketing would be really weird.

The one piece of advice I would give entrepreneurs that feel weary about or otherwise unable to fully carry out marketing duties, is to still be involved. As a consultant, part of my job is to learn as much about my client’s brand as possible because the person or people leading the business know the most about their brand. I can help a client focus. I can help a client develop. However, no one can create someone else’s brand on their own.”

Staci Schweitzer, Founder Of Blue Moss 

@stacischweitzer I'm doing it all right now -- I think it actually helps build trust and is part of my business values. Click To Tweet
Outsource Your Marketing

Staci Schweitzer shares, “As a new one-woman consultancy, I’m doing it all right now — marketing and business development as well as everything else involved in the business! 

Honestly, while that requires more time and effort from me, I think it actually helps build trust and is part of my business values. With me, it’s personal, and my clients know that they can trust Blue Moss for personal dedication and utmost quality.”

Keith Kirkpatrick, Principal & Founder of 4K Research & Consulting, LLC 

@4K_Research I find it easier to directly reach out to potential clients Click To Tweet
Outsource Your Marketing

Keith Kirkpatrick shares, “I generally do not outsource marketing, as I find it easier to directly reach out to potential clients. Additionally, much of my work comes through referrals, anyway.”

Yoon Cannon Founder, Paramount Business Coach Host, Biz Growth Doctors Show

@yooncannon Make sure your marketing project manager is a well trained Full Stack Marketer. Click To Tweet
Outsource Your Marketing

I have done all three options throughout my 26 year  journey owning 4 different businesses. I once did all the marketing myself. But I quickly found that not to be the best use of my time as the Chief Visionary and Strategist. Just because I know how to do the marketing, doesn’t mean I should be the primary person executing it all. So, then I spent many years outsourcing to freelancers. While it’s a good choice for one time projects,  the danger is you end up spending way too much time vetting and project managing freelancers, which prevents you from acting as the Chief Visionary and Strategist. The other common pitfall with outsourcing is the temptation to hire the lowest priced freelancer. Like with anything else … you get what you pay for. You risk super sloppy mistakes and oversights that cost you your brand’s reputation. Here’s an example a realtor friend of mine forwarded me. She subscribed to be on an email list from a marketing provider in her industry … to her surprise here’s what the email read:

My realtor friend was so confused! …. Here she thought she was signing up to let this marketing company do her social media posts and email marketing for her.  Instead of getting info about the done for you marketing services she was expecting, an email template and an email from a weight loss company came instead. Certainly people do make mistakes. But, when you outsource to the cheapest provider, sloppy mistakes just seem to occur in high frequency. 

Marketing is not a mindless task any monkey can do.  

When I exhausted my patience for chronic sloppy mistakes from outsourced VA’s and freelancers I decided to let go the reigns and hired a marketing agency to take care of it all A-Z. I hoped outsourcing the majority of my marketing to an agency would remove the project managing off my plate. I hired Several different agencies, but in each experience I didn’t see the ROI to renew. Instead, I discovered the project managers who were assigned to me were skilled at project managing (which is a good thing), but so many critical details got missed because they weren’t skilled enough in all things marketing. [CONTEXT] There are many great marketing agencies out there who have highly skilled marketers as project managers, but these agencies are often geared to Enterprise size clients, not so much for the SMB community.

What I do now, and my advice to other SMB’s (small-medium business owners) is the 70-20-10 mix. 

  • 70% of our core marketing is done in-house
  • 20% is outsourced (one time projects or a specialty area we don’t have in house yet)
  • 10% still is done by me (like recording videos, giving interviews)

I finally found the key to taking project managing off your plate as a small business owner is to make sure the project manager is a well trained Full Stack Marketer. 

Conclusion

Ok … there you have it. You just heard from 11 of us about our experiences and opinions on whether it’s better to outsource your marketing or hire your own in-house marketing team. 

Whether you decide to outsource or hire in house, the next set of decisions you’ll need to make are things like: 

  1. Who should you hire first?
  2. What’s the going rate for this and that?
  3. What is the best marketing strategy they should be implementing for your business?
  4. Where can you go to find marketers who know what they’re doing?
  5. What should you look for when hiring your marketing person/team?

My answer to all of the above questions is this: 

It depends. 

I would answer all of these questions differently depending on each unique business owner, bandwidth, budget and brand. If you want to get clarity on best way for you to eliminate the marketing strategy execution gap in your business why not take me up on my free offer? For a limited time, I am offering a FREE 45 Minute Strategy Call to help you work through this. 

FREE THE WIZARD

Click the link below and Eliminate Your Marketing Strategy Execution Gap!

Team Motivation Ideas Coaching Call Sign Up

QUESTION: What other questions would you add to the list of 5 above? Share your comments and questions below.

5 Great Tips for Marketing Your Small Business

5 great tips for marketing your small business

When it comes to marketing your small business, where every dollar counts, it can feel a bit like throwing your money into a giant black hole, never to be seen again. However, it doesn’t have to be. 

Small business owners today have never had greater access to cost-effective and trackable marketing tools. The question is, where to start?

Below, we’ve gathered five great ways you can go about marketing your small business, no matter your budget, from five experts in the field.

Also, be sure to check out our previous article on Easy Local Business Marketing Ideas to Boost Sales.

#1: Email Marketing

@KabbageInc Consumers regularly say that email is their preferred channel for brand communications. https://bit.ly/2sTOeQ9 Click To Tweet
market your small business Victoria Treyger

Victoria Treyger shares “There’s a reason email marketing ranks high on our list of recommendations for small businesses and startups: It works. Regardless of industry or organizational size, marketers across the board point to email marketing as the tactic that produces their highest return on marketing dollars invested. ExactTarget.com’s 50 Email Marketing Tips and Stats for 2014 reported that marketers received an average return on investment of $44.25 for every $1 spent on email marketing.

Not only is it effective, it’s also desired. In study after study, consumers regularly say that email is their preferred channel for brand communications. According to MarketingProfs.com, a study suggests that for nearly one-third of all consumers, email is the communication channel they prefer when it comes to marketing.”

Read More: 6 Ways to Market Your Small Business for Less Than $100 

#2: Socialize on Social Media

@ChrisDunnTV nearly two-thirds of American adults use #socialmedia now. https://bit.ly/2sTOeQ9 Click To Tweet
market your small business Chris Dunn

Chris Dunn says, “According to the Pew Research Center Report of Social Media Usage: 2005-2015, nearly two-thirds of American adults use social media now. This is a near tenfold increase within the last decade.

Popular social media channels include Facebook, Twitter, Instagram, Pinterest, Reddit, LinkedIn, Google Plus and Snapchat. Each of these social media platforms are unique in its own right and require unique ways of engagement. Rather than try to master it all at once, choose a few you like and try to master those first.”

Read More: 8 Powerful Ways to Market Your Business on a Limited Budget.

#3: Create Compelling Content

@marrsipan it’d be neglectful not to mention the importance of kick-ass #content. https://bit.ly/2sTOeQ9 Click To Tweet
market your small business Megan Marrs

Megan Marrs shares, “I don’t think I even need to say this, but it’d be neglectful not to mention the importance of kick-ass content. If you can create it yourself, all the better (isn’t free always better?). Even if writing isn’t your strong point, you shouldn’t have too much trouble getting someone on your team to crank out some articles for your blog. Try top 10 lists, tip collections, best practices for your industry, etc.”

Read More: 22 Low-Budget Marketing Ideas For Small Businesses

#4: Write Guest Posts

@ianblair44 Guest posting is one of the most effective ways to promote your brand online. https://bit.ly/2sTOeQ9 Click To Tweet
market your small business Ian Blair

Ian Blair says: “Guest posting is one of the most effective ways to promote your brand online.

Guest posting is where you can write an article for another website that they then publish and promote to their audience.

While guest posting will rarely drive any significant amount of actual traffic, it can be very valuable for a number of reasons:

  1. Establish yourself and your brand as an authority in the space
  2. Get backlinks to your website from popular, high-ranking websites
  3. Get your brand directly in front of your target market
  4. Network with influencers in your niche (potential joint venture partners)
  5. Link to people who will then link to you in their own guest posts”

Read More: How To Promote Your Business: 20 Proven Strategies

#5: Create Buzz

@SusanSolovic Today, a small business owner can accomplish a lot without hiring a professional firm. https://bit.ly/2sTOeQ9 Click To Tweet
market your small business Susan Solovic

Susan Solovic shares, “I started my corporate career in the field of public relations and the business has changed significantly because of technology.

Today, a small business owner can accomplish a lot without hiring a professional firm. Subscribe to Help a Reporter Out. You can respond to reporters’ queries that are looking for story ideas and resources. Some are small media opportunities, but others are major media outlets that use this service too.”

Read More: 10 Ways to Market Your Small Business on a Shoestring Budget.

Also: How to Generate More Leads from 7 Marketing Tactics You’re Already Doing

As you can see, marketing your small business doesn’t have to be daunting. The tools you need are more accessible than ever, and with these tips (along with a little creativity), you can build an effective strategy for your business.

QUESTION: Have another Tip (or question) for marketing your small business? Share with us in the comments below!

P.S. If you want to see the best results from implementing these expert tips, it’s important that you first know who who your ideal customer is, where they are, and what they will buy. Instead of using a spreadsheet, be sure to Download our FREE Customer Avatar Template Worksheet to get clear on exactly who you’re selling to.

Attract Clients on LinkedIn! 12 Things You Can Do in 15 Minutes

Attract Clients on LinkedIn! Yoon Cannon, Paramount Business Coach

Attract Clients on LinkedIn

A lot people I talk to think they need to be spending a ton of time to attract clients on LinkedIn.  But, in my experience when you know where to spend your time and what to focus on, you can accomplish a lot in little 15 minute spurts.

LinkedIn is a great resource for marketing your business to help you attract clients on LinkedIn with ease.  And it’s free. I used to spend $50,000/year in advertising. I love that all the marketing I do on LinkedIn is free!

Here are 12 tips to help you attract clients on LinkedIn in just 15 minutes a day.

1. Send 10 LinkedIn invites to continue to grow your network of your ideal clients and potential strategic referral partners. The more people you have in your network the easier it becomes to attract clients on LinkedIn. I noticed more prospects responded to my LinkedIn activity once I hit the 500 connection level.

2. Research 1 or 2 potential clients. This will help you target your services and they’ll be impressed by what you know about them.

3. Post 1 tip.  Choose 1 tip to share that solves a common struggle among your target market. Like bees to honey your tips shared consistently attracts clients and draws them to you while building your thought leadership.

4. Scan and search for relevant LinkedIn groups to join.  If you want to attract more clients on LinkedIn be found where your best prospects are. As of this writing (May 2018) I have found that the overall effectiveness of posting a new discussion inside LinkedIn groups have has shrunk quite a bit. Although there has been less engagement in LinkedIn groups, joining targeted groups is still a useful tactic to help you get connected with members inside the group who share targeted interest.

5.  Keep a friendly eye on your competition. Watch what your competitors are up to from their LinkedIn activities and what they post. This will give you a good idea about how you can differentiate yourself from them and add value in your own unique way. *You probably want to change your settings to anonymous prior to viewing their profiles.

6. Improve your profile. Your LinkedIn profile will either make a great impression or a terrible one. You don’t want people to be confused as to who you help, what you do and why you’re different than your competitors. Remember, a confused mind says ‘no’. Go through your profile and make sure everything is complete, up-to-date and you’re communicating the right messaging. Read it as if you were a potential client or partner and notice what they would see.

7. Recommend 1 person in your network. One great way to get recommendations is to give them. Be thoughtful about who you give them to though.  You should recommend those people who you have experienced their services.

8. Request 1 recommendation. Don’t just do great work for others. Ask them to recommend you as well. The best people to approach are those who already know, like and trust your work. There is a limit to how many people you can request recommendations from at one time. And you can’t ask someone more than once to recommend you if your request is pending. I know many of my own clients have told me what attracted them to me on LinkedIn was reading my client recommendations.

9. Leverage LinkedIn messaging. When you have a few minutes to kill, use  the LinkedIn app on your smartphone to send and respond to messages. LinkedIn Messaging allows you to communicate with other LinkedIn members that you’re connected to. On LinkedIn, you can only message your 1st-degree connections (and, within group pages, fellow group members) for free. If you aren‘t connected, you always have the option to send an InMail. Next to each person’s photo you’ll see a green dot that lets you know they are online and on LinkedIn, which means people tend to message you back right away.

10. Create a quick video. Yes, you can create a video in just 15 minutes if you get out of the perfection trap. Smartphones have great video cameras which already has easy options to upload straight to YouTube from your phone. Just talk for 1-2 minutes where you can share a couple of quick tips. Then you can upload your video right from your phone straight to your page on LinkedIn. What attracts clients on LinkedIn faster is giving them the ability to feel like they can “meet” you even when you’re not available in person.

11. Share your comment on 1 or 2 LinkedIn posts in your feed. Ideally, you should look for posts on topics in your area of expertise. This is a great way to network with people and add value to conversations.  Look for discussions that solve the problems of your ideal clients. When you add to the conversation, you’re showing the depth of your thought leadership on your topic and that not only attracts clients on LinkedIn the day you posted your comments, but even long after since your connections (and everyone else’s connections who commented) will have that post show up in all of their feeds as well.

12. Ask for an introduction. You can search LinkedIn for specific job titles as well as specific companies and geography and LinkedIn will show you a list of results and whether they are a 1st, 2nd or 3rd degree connection. It will also tell you who you are connected to who is connected to the potential prospect you wish to be introduced to. So, who makes a great strategic referral partner for you? Who is the ideal client / decision maker? You can find them all on LinkedIn, find how you’re connected to them and just ask for an introduction. It’s really that simple and easy.

If you’re currently not getting a steady flow of new leads and new clients from LinkedIn you’re stepping over $30,000, $100,000, even $250,000+ in new business.  It makes sense then, to invest in getting expert help.

Since you’ve gotten this far in reading my blog post on how to attract new clients on LinkedIn I want to reward you with $300 OFF my LinkedIn Quick Start which includes a private Profile Makeover session with me PLUS access to LinkedIn quick start video training. This offer is normally $397, but here’s the link where you can grab it for only $97

Many clients have gladly paid me well over $10,000 to help them leverage LinkedIn and they’ve still reaped well over 10X the return on investment.

I only have limited spots in my calendar to work with people at this ridiculous low offer.  The link above will disappear when spots get filled up, so be sure to take action now and start to attract clients on LinkedIn while you can.

QUESTION: What do you think is stopping you from unleashing the power of LinkedIn marketing for your business?

High Ticket Sales – 9 Ways to Sell When You’re Not the Lowest Price

High Ticket Sales Secrets ~

Selling high ticket products and services is a great way to speed your sales growth, but what do you do when your prospects or clients start to quibble your price?

Answer— you show them the true value of what you’re offering instead.

If your prospects are telling you they like your product or service, but that it’s too expensive, you probably haven’t sufficiently communicated the value of what you’re offering.

Here are nine different  ways to help you 10X the value of your services or products, so that 100% of the right prospects buy.

Remember — price isn’t the only thing affecting a purchase decision.

1. Leverage the false economy principle.

The old adage of ‘you buy cheap, you buy twice’ can be a powerful one.

Promoting the quality of what you offer is a viable way of justifying charging higher than your competitors.  And the same goes for services or software — the better the build, the less customers will need to spend on support and fixing issues.

You get what you pay for — and that holds true across the board, from selling million dollar Senior Living communities to selling $100,00 Elite coaching-mastermind groups.

 

When you’re selling high ticket products, highlight the longevity and the reliability of your product — “You can buy it for less elsewhere which might seem cheaper in the short run, but it ends up being most expensive in the long run because you’ll have to replace it over and over again.”

 

If you’re selling high end services, highlight the high return on investment of what you’re offering — “Let me show you how we get you results and even 10X the ROI.”  Now how’s that for a powerful sales statement?

 

2. Win them with awesome ‘gotta-have’ features.

Another way to convince prospects is to highlight the features they get with you that they can’t get anywhere else. It’s a simple, yet effective way to communicate value in a way that’s easy to understand.

This comparison guide from Pipedrive is a really comprehensive (and honest) look at CRM features:

By pitting Pipedrive’s features against that of its major competitors (Salesforce and Zoho), they are letting prospects decide for themselves what service they need based on the essential features.

Feature-led selling is a great way to get someone to buy, especially if they have a non-negotiable feature they can get from you that they can’t get from anyone else!

 

Speak to your loyal customers and users and ask them what cool feature or service you could add that would transform their experience with you.

It may give you an idea of how to 10X your value.  Keep constantly updating and renewing your product and service offering to ensure that you are are the best and most complete offering on the market.

 

3. Highlight experiential value.

Is there something that you can offer that no one else does right now? Have you got any features in development that are going to change the game? Are you going above and beyond and offering people a VIP customer experience?

This is all about showing your customers value by highlighting your uniqueness, as well as making a big deal about your stellar customer experience.

Speed of delivery – In some cases, customers are often willing to pay more if they can have the product sooner. Just think about the popularity of Amazon Prime — people will actually pay a monthly fee just to get their products quicker when they need them. Same goes for services — the ability to get started on a cleaning or service contract sooner can be worth its weight in gold for busy customers.

 

Personalization — People love products that they can customize and call their own — always offer this as an option if you can.  Dropshipping and print-on-demand shipping models are a cost-effective way of offering mass personalization options and variants  to your customers, without the need for a bespoke workshop.

For someone selling services, a bespoke contract might be a way to fulfill this same need — or just invest in great customer service and email marketing to personalize their interactions with you and your brand.

Emails can be a great way to remind people they are due another visit to you, or even wish them happy birthday from you and your team!

 

4. Harness social status.

In Europe where the roads are more narrow and the gas is more expensive, they love small city cars. Car brands Skoda, SEAT, and Audi are all owned by Volkswagen and many of their cars share the same components. And yet, the small Audis sell at a higher price due to the perceived value and status of having those four rings on the hood.

Why?

Social status — people love to buy into products and services that make them look & feel good in front of other people.

This is where you want to embrace the ‘soft sell’ and display customer reviews in prominent positions both offline and online.


You will also want to use language in your sales literature that sets you up as the premium or ‘go to’ supplier in your area.

Highlighting other big hitters or locally respected people and brands who have come to you already is a great way to increase your social credibility.

 

5. Let your customers sell you for you.

Go one up on reviews: in-depth case studies and testimonials are another great way of bringing your value or the value of your products to life. Invest in some user-generated content to put sales messages into the hands of your customers.


Why not shoot a customer happiness video to showcase your biggest advocates?

Platforms such as Feefo and Trust Pilot are reasonably easy to implement on websites and provide an easy to understand rating system for customers. Creating a community of happy customers will help with social proof, but you will also need to address your branded literature to ensure an aura of quality and value pervades your brand. Some standout customer quotes and stories should be your go-to value propositions when talking to an unsure prospect.

 

6. Tell a story.

Features and benefits appeal to logic. Storytelling appeals to emotions. Click To Tweet

Spend time looking at how luxury brands market and sell their products — they often fall back on age-old techniques like storytelling to help communicate the social status of their brand.

Keep this in mind when creating sales literature like brochures, flyers, leaflets, and landing pages.

https://twitter.com/CHANEL

 

Sometimes appealing to people’s imagination and sense of wonder works better than being practical about it. (It’s why beauty salons and spas invest so much time and money in creating an ‘out of this world’ impression and experience).  

A good story transforms your brand message from ‘boiled chicken’ to going viral. Click To Tweet

Storytelling isn’t just for eCommerce. It also catapults service based business like agencies, brokers, consulting firms, law firms – even home builders and more.

 

What is your story? What emotional felt need does it tap into your customers?

 

“Effective storytelling ignites a revolution behind your brand.” Click To Tweet

 

7. Pile on the prestige.

People love buying into history and provenance. Make a big deal about your origins, and always highlight the human story behind your materials, suppliers, and vision.

For service-led businesses …

Highlight the prestige of your education or experience, or mention any significant awards and mentors who’ve helped you along the way. Showing that you’ve ‘been in the game’ for awhile can help convince people you are a serious contender.

 

8. Give value to the community.

Ethical buying is important to vast swathes of the population — tap into ethical consumer trends by communicating your ethical credentials during the sales pipeline. Encouraging your customers to pay more for a good cause e.g. responsibly sourced materials or responsible labor practices is a great sales tactic when price rears its head.

Even service businesses can leverage this strategy by having an awesome corporate social responsibility program, or using ethical supplies and suppliers.


Seek out partnerships with charitable organizations
and certified bodies to add legitimacy to the causes you support. It’s not cool to use causes as a cheap way of getting more sales — you need to actually be committed and engaged.

 

9. Talk & write like you mean it.

Producing content to show you’ve got your finger on the pulse will help demonstrate the value in buying from you.  People are much more likely to buy from suppliers and service providers who they follow and engage with on social media.

Ensure that you are ready to engage with customers across a diverse range of channels, whether they choose to call or tweet you.

You can show your customers you understand and care about the same things they do. So if for example you’re selling men’s watches, consider writing some content around men’s lifestyle and fashion to show you connect with your audience in a meaningful way.

Part of connecting with your audience is using an appropriate tone of voice and a brand that resonates with that audience. Sometimes, a stand-out content or ad campaign can grab the attention of customers and have them buy into you as a business. So, there you have it! Now be sure to take the time to implement these 9 steps into your business … OR

If you’d rather speed the process, you can get my help with a

 

HIGH TICKET SELLING QUICK START LASER COACHING Session, so you can position your high ticket offer to truly make it irresistible! 


LIMITED TIME OFFER for a ONE TIME SESSION.  Grab it while you can!

 

 

💬   QUESTION:  What is one question about high ticket selling we didn’t cover in this article? Share your comments below:

 

Contributing Writer, Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on e-commerce and how companies can improve the way they represent their brand. She is passionate about using her experience to help brands improve their reach. 

 

4 Most Important Things You Must Do to Convert Leads into Sales

Convert Leads into SalesGetting new customer leads is exciting, but that enthusiasm can quickly wither when you don’t know how to best convert leads into new clients.

When this becomes the trend for your small business, you immediately ask, “why?” before seeking out solutions to combat your lack of sales from leads, you should be aware of some important sales conversion facts:


Online leads do not automatically translate into sales.

  • Per Marketo, only 25% of leads ready to buy from you.
  • 79% will never convert if they aren’t nurtured after the fact.
  • 1/4 of leads are qualified, meaning approximately 75% aren’t your ideal customer.

Now, don’t let these numbers frighten you. In addition to this, you must understand the psychology behind the lack of leads turning into sales.

The Real Reason Why People Won’t Buy from You

There are four primary reasons why small businesses fail to convert leads online. These sales barriers are as follows:

  • Trust: People don’t trust themselves, so how do you expect them to trust you immediately upon connecting with your business for the first time? Traffic to your website may not always translate into sales if your leads are reluctant to buy from you. The absence of trust can stem from a lack of proof showing you do what you claim, lack of contact information, a poorly designed website, or non-targeted content.
  • Authority: If you don’t establish yourself as the authority in your field, through quality content, you will find it quite hard to gain customers, because they may see you as untrustworthy.
  • Money: If your price doesn’t match the perceived value of your products or services, you are likely to miss out on sales.
  • Time: If the customers feel that the time is not right, they are likely not to purchase.


Turning Leads into Sales: 4 Key Strategies

There are four solutions for converting online leads, which when used together, can increase your sales conversion rates:

  • Social Proof
  • Content Marketing
  • Sales Qualification Process
  • Email Marketing Solutions

#1. Develop Trust with Social Proof (Testimonials and Reviews)

Building a reliable brand will ultimately make it easier for you to market your product or services.

One of the best and easiest ways to build trust is through social proof, specifically reviews, and testimonials from your current or previous clients. Social proof will not only confirm that you’re talking the talk, but that you’re walking the walk.

When someone encounters your brand for the first time through your website, you need to:
1) show that you’re an authority, and
2) provide social proof.

Let your current customers sing your praises by encouraging them to write a review or testimonial through email, on Yelp, Facebook, or any other relevant review site. For those “special” reviews, showcase them on your website. Do not worry about getting one or two negative reviews.

This might work to your advantage, in that, they persuade leads to believe that your reviews are reputable. If people see that others are buying your products and enjoying them, they can be persuaded to follow suit.

 

#2. Help Your Prospects Before the Sale

Helping your prospects means providing answers to their problems through content. This content marketing strategy revolves around blog posts as well as free offers.

Invest your time in writing well-researched and helpful blog content and eBooks. If your leads find that you are knowledgeable in your industry and in the various products that you’re selling, then they will believe in your ability to provide quality products.

You can hire marketing agencies to write blog posts for you. Or, you can learn simple shortcuts and time saving templates to train you and/or your marketing assistant to turn your knowledge into written blog articles for your business website.

 

#3. Utilize a Sales Qualification Process

One of the most crucial strategies for converting leads into sales is to have a qualification process.  Lead qualification is the evaluation of the ability of a lead to purchase from you.

The qualification process involves gathering the necessary information about your leads to move them through the sales process. There are three types of leads: Information Qualified Leads (IQL), Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL). How each is determined varies from business to business. Once your qualification metrics are defined, only then will you be able to take appropriate action that will convert your leads into sales.

Using a sales qualification process prevents you from coming on too strong and putting off potential clients. It also helps your sales team save valuable time and instead focus it on customers who are ready to buy.

For those leads who have not been identified as “ready to buy” or an SQL, you can nurture them through your sales funnel using email marketing solutions.

 

#4. Leverage Email Nurturing Solutions

Email nurturing is one of the greatest tools that you can use to convert leads into sales.

It’s all about leveraging marketing automation to follow up and remain in contact with any leads that come through your sales funnel. If you follow up with leads within 5 minutes, you are 9 times more likely to get a sale.

Strategically sending your clients or customer regular emails will drill information about your business and your services or products into their minds. The more they hear from you, the more they are likely to buy. You want to send targeted emails, to targeted email lists, based on where they are in your sales funnel and how they interact with your emails.

These emails can be anything from newsletters to content offers. The purpose of this strategy is to guarantee the right lead is receiving the right email at the right time.

The Bottom Line

Today, even though most marketing efforts are online, customers still need to feel that personal touch. By incorporating these few lead conversion ideas into your business strategy will help to ensure that you not only have thousands of people stopping by your website, but you will have them laying down their money!

QUESTION: What is your favorite strategy that’s been working for you in your business when it comes to converting leads into sales? Share your comments and questions below. 

Author Bio: ShaDrena Simon is a digital strategist and inbound marketer for Yokel Local Internet Marketing Inc. You can reach her at: [email protected]