fbpx

3 elements of a successful growth strategy

 

If you’ve been following my content for a while you’ll know I have a simple six step process for creating a marketing plan. If you’re new here you can get a feel for the six step plan in the six step plan blog or the six step blueprint blog but while these 6 steps will make the process of creating a plan a whole lot simpler for you, these are the 3 elements that will help guide you to your overarching strategy. 

 

This first thing I do when I’m working on a plan for ourselves, or for a client, is to start by considering the outcome of the core offer, or the main thing we’re trying to sell.

Too many of the plans we see that aren’t working, have a disconnect between the content that’s being used to create awareness and generate leads, and the actual main offer the client wants to sell. And it’s that disconnect that prevents people from buying. If your content, all the way through your customer value journey, or buyer experience, is creating a connection to your core offer, and creating a belief that your core offer is exactly what your ideal customer wants, there’s a very good chance they’ll buy it. If that connection isn’t there, there’s an equally good chance they won’t. So before you start creating anything, get clear on how your ideal customer is going to benefit from buying your offer.  

 

What will they have that they didn’t have before. What will they know, what will they be able to do or how will they feel afterwards that they can’t do, don’t know or don’t feel now. Getting crystal clear on this ties in nicely with the fist step of creating your plan too, which is your client persona.  

 

The next step is to create a free offer of some kind to get leads and build your marketing list.

 

A free offer, or lead magnet, is a value based piece of content that people can download for free. Most often it’s a process, or a workflow, a checklist or a PDF but it could be a workshop, challenge or webinar. Anything people need to sign up for access, so you get their details. In so many cases we see people using a free offer that’s easy to create, not because it’s going to do the job. Often it’s something they already have because that’s convenient. But that’s often not going to get you the result you want. Your free offer has to do 3 jobs… 

  1. It has to entice people to opt in for it. That means there needs to be enough value that they’re willing to hand over the name, email and preferably phone number to get it.  
  2. It has to clearly show that your process or your service can help the achieve the goal they want (ie, it can help them achieve the outcome of your core offer)
  3. It needs to create a gap between the time or the skills they have, and the time and skills they’ll need to implement your process.  

 

“A good lead magnet will be targeted directly at the pain point that is solved by your core offer.”  

It will clearly outline the steps your ideal customer needs to take to solve that problem and get to the outcome you identified in the first step. You don’t need to show them HOW to solve it, just WHAT they need to do. If you try and explain everything and walk them through it step by step, you’ll overwhelm them and that’s not valuable at all. You can’t teach them all your years of experience in one short lead magnet. If you clarify the steps for them, you’ve delivered value.  

 

Don’t make the mistake of thinking your lead magnet has to only tell half the story. Some people feel like they need to hold certain parts of their process back so they don’t give too much information away. The truth is, if people want to find that extra piece of the puzzle, there are endless Youtube vides, TikTok videos and any number of other places they can find it. And all you’re doing is given them the impression that your process is incomplete. This is your one chance to show people you’re an absolute specialist and that your process is a failproof way of getting to the result you know they want. 

 

If you can create a lead magnet that does these things, it will be something that people want and it will create clarity for them. The other thing it will do is give them confidence that your process actually works and can get them to that dream outcome, but it will highlight their lack of skill and experience in executing that process. And that skill and experience is where you paid offer comes in to fill the gap.  

Your lead magnet should be doing a lot of the heavy lifting for you when it comes to selling your offer, so make sure you invest some time and some money in it. Don’t just settle for something you already have because it’s easy. Create something specifically for this purpose if you need to. Make it easy to consume. Bigger and more complex doesn’t mean better value. In fact if it’s too complex, people won’t use it and you’ll have lost the chance of positioning yourself as the expert.  

 

Some people will press ahead anyway and try to implement the process themselves, and that’s OK. Some will realise they need help and because they’re convinced your process works, they’ll be way more likely to get that help from you. And so we come to the final thing for you to consider… 

 

The final piece of the puzzle is to decide how you’ll convert those who realise they need help into paying customers. 

The way you do this will be different from the way others do it because your offer will be different, your skills are different and your customers are different. It might be a one-on-one call, a sell by chat sequence, you might choose to make the pitch on your webinar or at the end of your challenge if you’re running one. Maybe you’ll try an introductory offer of some kind. Think about the kind of experience you are comfortable creating, the kind of experience your ideal customer is likely to relate to and the one that will most effectively communicate the offer you’re making in a way that clearly shows how it benefits your clients. This is also where you decide how you’ll talk about your offer so, again, it clearly shows that you’re solving the problem you identified at the start and clearly shows it will achieve the outcome you’re promising. 

This is your chance to be creative. Position your offer in a way that highlights its differences from others in your market and gives it something new and unique.

 

So however you’re creating your marketing plan, it’s important to consider these things.  

 If you’re using our six step process, these will make the whole thing a lot easier and clearer for you.  

Of course, if you’d like help to create or implement your plan, reach out to us for a chat HERE 

Leave a Reply