Are you working with local businesses but not getting the results you want with your marketing campaigns? Then you need to adopt my 3 Step Marketing process for guaranteed conversions for clients of your social media marketing agency.
In this article I’ll take you through the 3 marketing plan steps that I use to help customers find my clients’ businesses online. My process will also help you develop the steps you need to take after a customer discovers your business to ensure that you take a potential customer from awareness of your product or service, to conversion.
What is the 3 Step Marketing Process?
My 3 Step Marketing process is a marketing concept based around digital marketing strategies for local businesses. It takes the standard steps of the sales funnel and applies them to actionable digital marketing practices.
The marketing process I’ve developed applies specifically to prospective customers searching for local businesses, and follows their customer journey.
When customers are looking for a particular service, product, or business, they search for information on Google. If your business does not show up in Google search results then you are missing a large portion of customers that you could be marketing to for either your business or your client’s. You’re also missing out on the chance to remarket to qualified customers who are already considering making a purchase in your niche.
The 3 Step Marketing process incorporates the digital marketing essentials of SEO/PPC, social media, and website/landing pages into 3 corresponding steps in the sales funnel.
It breaks down to the following 3 steps:
- Awareness – directing cold traffic to your website with SEO optimization and PPC when applicable.
- Consideration – using social media to remarket leads who discover and engage with your website.
- Conversion – convincing a customer that your product or service will solve an issue they are facing and converting them to a paying customer.
This marketing process works best with small to medium-sized local businesses in niches that are most likely being discovered through Google. This includes businesses like doctors, attorneys, and dentists, as a few examples.
Step 1: Awareness
The Awareness stage of the 3 Step Marketing process involves SEO, though it may not be necessary for all types of businesses. To create an effective marketing plan for your client’s local business, you must integrate keyword research or SEO to drive cold or new traffic to the business’s website on Google.
This first of the marketing process steps focuses on cold traffic, which is someone who is not familiar with your client, or your client’s brand, solution, or product/service. The most likely way you’re going to receive cold traffic is through local Google searches.
If you want your client’s business to thrive in local search, you need to optimize not only your Google My Business account, but you also need to improve your on-page SEO by updating their website and integrating keywords.
For instance, if you’re trying to attract leads that are searching Google for a local dentist or doctor, your strategy must have the right keywords to rank higher. Pay-Per-Click campaigns are also a great way to drive cold leads to a website or lead funnel, but may not be the most cost effective choice if there is low competition in the area.
The Awareness step may differ depending on the type of business your client runs. For instance, industries that are more entertaining or that present more opportunity for creative marketing may do well with a social media strategy alone.
For instance, restaurants or beauty salons might be able to engage with their audience through running contests or giveaways on Facebook or Instagram, capturing the customers’ attention and sending the customer to their website or landing page through creative, fun posts. In that case, SEO optimization is not as necessary for these entertainment type businesses.
Step 2: Consideration
Next, you need to build a custom audience that you will re-target to later using social media, and that is where the Consideration stage of the 3 Step Marketing process comes in.
Custom audiences are made up of leads who have discovered your website or landing page and have engaged with it, either by performing an action or submitting an email address. Once they interact with your website, or with certain products on your pages, tools like the Facebook Pixel or a Google Analytics tracking code compile data that you can then use to re-target those individuals.
Using Facebook, Instagram, YouTube, and email (if the lead gave their email in one of their interactions), you want re-target to that audience to convince the potential customer that your client’s product or service is the best choice.
The process of moving a prospective customer from the awareness stage to the consideration stage involves keeping your client top of mind. As the lead has already interacted with your client’s product, you know they are already aware. Now you have to keep them aware of the brand so that they consider them as they dwell on the decision to make a purchase or take an action.
Step 3: Conversion
The last of the marketing plan steps is Conversion. Using testimonials, authority pieces, value pieces, and product info pieces your goal is to move the lead into a customer.
In this final stage, new traffic is generated via site visits, landing page activity, social media page engagement, and other interactions with your content. Through this, prospective customers might have requested more information by submitting a form, setting an appointment, subscribing to an email list, or other calls to action.
The final goal in this stage is to have the potential customer take action, whether it’s online or in person. Make sure your website and landing page is well-designed and functioning properly. You don’t want to lose a customer because your landing page isn’t redirecting properly or because a submission form is not working. These small issues can have a huge effect on converting the visitor to a purchase, so it’s important to minimize the chance of an abandoned sale.
If you are working with local businesses of any size you MUST start using 3 Step Marketing. It is a great way to drive cold traffic to a website or lead funnel, touch base with leads who have discovered your business and engaged with your site or social pages, and then retarget to those audiences to slowly move them to the final stage of converting into a paying customer. It’s also important to create strong social campaigns for those businesses that are more “entertaining” or “fun,” like restaurants or beauty salons. Incorporate this marketing strategy into your next proposal to a local business and your marketing campaigns will be more successful.
If you want to learn more about how you can turn leads into sales, then enroll in our Digital Marketing School today! You can also follow Cereal Entrepreneur on YouTube, Facebook, and Instagram for helpful content or visit our blog for more FREE training!