Startup Marketing, Sales, Post-Sales

A complete description of the process to nurture your customer from awareness to sale. Explained on the basis of an example

There is a very simple process which will help understand what your ideal customer is thinking at each stage of the buying cycle. Accordingly, you can then decide what is the best way to convince him to move to the next stage.

Awareness – What is your ideal target customer thinking when he has just been made aware of your product maybe via a FB ad or an email his friend forwarded him. What other methods can you think about so that you can make him aware about your offering?

Interest – What is your ideal target customer thinking when he has done some research about you and wants to find out more about you? What can you do to ensure you are found on a Google search when he tries to find out about your offering?

Consideration – What is your ideal customer thinking when he has gone ahead and provided his information on your landing page. What is the next step that you must take to ensure you can nurture him to take action and buy your offering?

Action – What is it that will make your customer open up his wallet and pay? How will you make it easy for him to do that?

Fan – How will you make it easy for your customer to recommend you to someone else he knows who can use the same offering?

Content is king. Heard about this n number of times.

What is important to understand is what exactly can be classified as “rich” content. According to me, there is only one definition. Rich Content = Targeted Content.

Your plan about what content will be posted when needs to be put up somewhere in Black and White in the form of a Content Calendar to ensure execution happens as planned. It may sound easy, but it needs to be smartly scheduled and planned to ensure just the right balance between awareness and nagging.

What I would like to point out here, specifically, is the voice of social media content that goes out. Remember, each channel has its own voice.

Everyone needs good content to draw traffic but not everyone has good content writers. Here’s how you can create a win-win scenario out of this.

No matter how much content you post, if you cannot get engagement on it, it is not worth anything. When I say engagement it would even mean simple Likes and Shares. Comments would really take it to another level altogether.

All that this needs is

a) identifying the correct keywords related to your business and

b) using those keywords intelligently and logically in the content that you post.

What this will ensure is that whenever someone is searching for those keywords in Google your content will be ranked high on the SERP (Search Engine Result Pages), thereby increasing the likelihood of a prospect reading your content and clicking the CTA (Call To Action).

This is all about improving the ranking for your mobile app on App Store and Google Play

The general thought process is – let’s get huge volumes of email ids and phone numbers and let’s use marketing automation to blast the life out of them. Unfortunately, that results in nothing. In fact, that can be detrimental to the health of the email list you have built with so much effort (and probably money)

Paid Marketing is a clear input-output phenomenon. Put in the money and see the traffic flowing.

Well of course you have to do it in the right way otherwise you can end up losing a lot of money.

I would clearly say that it is better to treat product pricing as a science since it is directly related to your revenue. Keep your creative side aside and rely on the formula and logic rather than the gut feeling.

Some logical best practices or thumb rules to follow when you sit down to brainstorm your product price...

Learn the various terms w.r.t paid marketing like CTR, CPL, CPA which will help you determine your marketing budget since paid marketing will be the biggest component of the same

What gets measured gets managed

Learn what needs to be measured so that you can give your stakeholders the answers that they are exactly looking for.

Step by step process to ensure that a customer who has already bought from you is nurtured so carefully that they come back for more and spread the word about you