We have initiated a conversation with our target audience, how do we now nurture that fledgling relationship?

The Transformational Marketing Blueprint is a 12 step framework for your marketing, that acts as a guide through the entire marketing journey focused on your dream customers. The Blueprint is organised as a circular framework, since no marketing journey is linear, and is in 3 phases – the Know-Like-Trust phases. Each phase is colour coded for easy visual recognition and is made up of 4 steps.

In this episode, we’ll cover the LIKE phase, where we continue conversations with our dream client and nurture the relationships. The four steps of this phase are:

1. Earning Attention as the visitor wants to learn
2. Starting a deeper relationship
3. Nurturing that relationship
4. The Sale

Listen to the podcast to learn more. 

Listen to the Podcast

Show Notes – Transformational Marketing Blueprint – Like

1. Visitor wants to learn

This is one of many customer journey entry points, that someone we meet, or who visits our website or social profiles might choose – they want to learn more about you, what you do and what value you can add for them.

• Earn attention by FIRST giving attention
• Build a connection – or it’s just noise
• Give value first – no expectation
• Offer opportunities to
  • Join (subscribe) – email and newsletter
  • Engage
  • Join Community
  • Take the next step of their customer journey
• Engage in 2-way conversations
  • Ask questions, Listen!
  • Answer questions
• Modalities – Email, Groups, Blog, Social Media, Podcast, Videos…..

2. Visitor wants to start a relationship

• Make it easy to subscribe or sign up for more information (and PLEASE don’t ask them to “submit”)
• Follow up the opt-in request with immediate delivery of promised information
  • Make it easy (no “jumping through hoops”; no “upsells
• Personalised, immediate acknowledgement
• Email follow up – add more value – every email gives an opportunity to
  • Leave (unsubscribe)
  • Engage
  • Join Community
  • Take the next step of their customer journey
• Engage in 2-way conversations
  • As mentioned before

3. Nurture a relationship

• Customised, ongoing communications
  • Meet them where they are on their journey
  • Train them how to be our customer
• Further information
  • Reinforce and repeat
  • New
  • Levels of Learning
• Every communication gives an opportunity to
  • Leave (unsubscribe)
  • Engage
  • Join Community
  • Take the next step of their customer journey
• Engage in two-way conversations as before
• Consistency

4. Visitor wants to buy – The Sale

• The buying choice – buy or not buy
  • Meet them where they are on their journey
  • If they’ve come this far on the journey, the sale is the logical next step
  • Clarity on the way forward
  • Minimise their risk
• Make it easy to buy
  • Payment options
  • Transparency (price, access, trial period)
• Immediate confirmation of purchases
  • Thank you page and email – what to expect next, timelines, delivery
  • Train them how to be our customer
• Cart Abandonment
  • No one “forgets”!
  • Abandonments are on US…. find out WHY
  • Leave no one behind
• Re-inforce and congratulate the decision to invest in themselves

That covers Phase 2 of our Transformational Marketing Journey – the LIKE phase. Meeting our target audience where they are at in the journey of Transformation that we offer, personalised communication and nurturing the relationships are the keys here.

Remember, successful marketing is a value-based, long term, two-way relationships. Our aim is to build long-term relationships, not one-night stands!

Book Recommendation

In his book, Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Clients, Bill Cates how to fine-tune and hone our message to make sure that we have the right message for the right person at the right time, through the right medium, in the right way. His philosophy is to continue to tighten your focus, which allows you to sharpen your marketing message, cut through all the noise, and connect with your dream clients.

My mission is to do Good Marketing, to make marketing Human, to make marketing a FORCE for GOOD – characterized by service, empathy, transparency and to make a meaningful difference to the people we care about AND to their customers too

Thank you for coming on this journey of Marketing Transformation with me. Let’s make marketing human again.

Watch the video

Book

• Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients by Bill Cates

Resources

• Tales of Marketing Transformation Facebook Group – Join the Community here (Free but Priceless!)
• The InnovaBuzz Podcast – our other podcast on Innovation and Marketing, with awesome guests each week.

Listen to the Podcast