Neuromarketing 101

ideal-clientsWhat’s better than getting into your customer’s shoes?

Getting into their head.

Neuromarketing is a relatively new field of marketing research that studies consumers’ cognitive, sensory and affective response to marketing stimuli.

Now before you start thinking that this is some sort of brainwashing scam, remember this: most of the time neuromarketing is simply backing up what marketers have believed for years about consumer behaviour. The field of neuromarketing is not about controlling the consumer’s mind; it is about understanding how it works and how that affects their buying behaviour. Neuromarketing basically taps into the way the brain naturally reacts and
behaves. Note: this is an extremely simplified view around the ethics of neuromarketing, there is much more available to read on this topic as a quick Google search will show you.

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5 Steps to Improve Your Social Media Marketing

Social media love conept in word tag cloudReally Know Your Ideal Customer

You will hear me say this again and again because it is, in my opinion, the number one factor you should consider before planning any marketing. Sure you have an idea of what your ideal customer looks like but could you pick her out of a crowd? Do a little research and find out where she is spending her time online. This could mean polling current customers or creeping them on social media to see what else they are liking. Social media has made market research so much easier, it’s ok to take advantage of that! Before the end of the day do a little recon work and really get to know this guy or girl, it will make creating effective marketing that much easier.

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My Top Take-Aways on Effective Facebook Marketing

Earlier this week I had the opportunity to attend a Facebook marketing workshop which was actually put on by Facebook’s Small and Medium facebookscreensaverBusiness (SMB) Growth Global Marketing team. The workshop was led by Facebook SMB Growth team member, Nina Ferrito.

I was super-excited to attend because this was a great opportunity to learn about Facebook marketing straight from the horse’s mouth. There are so many self-proclaimed Facebook marketing gurus out there giving their own opinions about what you should be doing that it gets a little confusing.

Unfortunately, confusion doesn’t often lead to success. So this week I want to share what I learned directly from the original source–Facebook.

Interesting Facebook Statistics:

  • Facebook and Instagram account for 21% of all digital time (the total time people spend on digital media).
  • 128 million people visit Facebook each day
  • 101 million people visit Facebook on mobile devices each day
  • 113 million check-ins occur on Facebook each month
  • 72% of monthly Facebook users come back every single day
  • 38% of Facebook respondents said they have made a purchase based on a like or share

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Boost Your Business with Powerful Partnerships

Many solo entrepreneurs take “solo” to the extreme. As a solo entrepreneur or small business owner, it is so easy to get sucked into your ownPartnership concept little isolated world. Unfortunately, so many entrepreneurs struggle to grow their businesses because they are trying to do everything by themselves. Creating a profitable, sustainable, and powerful business requires a lot of support and resources.

As I’ve mentioned before, if you are “going it alone” in your business, you are stunting your business growth and minimizing your impact. You cannot successfully grow your business without growing relationships and guess what … your cats don’t count (Yep, I know, I say that a lot). You must connect with people in a meaningful way. The truth is, not one single successful entrepreneur has ever built his or her empire completely alone. In fact, they all have had an enormous amount of help from others.

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Ignite a Movement and Set the World on Fire

Most businesses are like white toast—totally indistinguishable from one brand to the next. Sure, they all have a different logo on the package, worldonfirebut take that away and they all look the same. And they all leave you with the same bland taste in your mouth.

Don’t be white toast. It’s boring and forgettable.

To really make an impact on the world around you, you have to be memorable and you have to inspire people to do business with you and support you.

If you want to make a difference, you have to get people on board with your mission and ignite a movement. Businesses that lack a mission and a movement are just commodities that blend in with all of the other clutter in our everyday lives. They are so easy to ignore. On the other hand, businesses with a clear mission and a movement stir things up and get people to take notice and take action. A powerful movement will skyrocket your success and allow you to make an explosive positive impact!

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You Don’t Change the World by Trying to Save the World

Most women-entrepreneurs are very caring people and truly want to help everyone. This is very noble and, at the same time, it’s one of thesavetheworld most common reasons why many business owners stink at attracting clients and customers.

You know you’re in trouble if when asked, “Who is your ideal client?” your answer begins with “Anyone” or “Everyone.” You need to be as specific as possible if you want people to self-identify as potential clients and/or send you a referral.

A lot of women entrepreneurs are overwhelmed, overworked, and underpaid because they are struggling to find enough clients or the right clients. Often, this is because they haven’t actually defined who their ideal clients are. If you don’t know exactly who you are looking for, it makes it a lot harder to find them.

As a result, you end up trying to market to and enroll everyone who has a pulse. This is a huge time and money drain. Being a small business owner, it’s highly unlikely that you have the marketing budget or manpower to market to the masses. You are not Walmart, Coca-Cola, or Pepsi. You have to be much more focused in your approach. Not narrowing your focus will keep you from serving the people you are truly meant to serve.

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3 Reasons Why You DO Need a Website

Have you heard that you don’t need a website?

Guess what. You actually do need a website.  http Address

Can you make money in your business without a website? Yes. Can you make more money with a website? Absolutely!

If you’re just starting out in business, don’t worry if you don’t have your site set up yet.  You can still get clients from speaking and networking while your site is being built. If you’ve been in business for a while and don’t have a website up, you need to worry. It is easier than ever to get  a high quality site up, so what’s stopping you?  If you don’t have even the most basic brochure type of website set up you are definitely leaving money on the table and not making as many sales as you could be.

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Sell the Finished Product Not the Bits and Pieces

I’m sure you’ve been told or at least heard the phrase, “Sell benefits not features.” Well, I’d like to take it one step further.  Not only do youtoyparts want to focus on selling benefits, you also need to focus on selling the finished product or end result.  Benefits are only benefits if they somehow support achieving the desired outcome.

I have 3 little girls and one thing that I’ve noticed is how good toy companies are at selling the finished product.  Whenever we buy some toy, whether it’s a doll house or a bicycle, it comes in a package with all these bits and pieces that need to be assembled.  The picture on the box, however, always shows the finished product.  The bicycle on display, is always “road-ready.” Why? Because we buy the finished product.  Toy companies know that they can’t leave it to our imaginations to visualize the potential within all of the bits and pieces, how the bits and pieces fit together, or why we even need all of those parts.  Therefore, they focus on the finished product.

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How NOT to Get Repeat Business

I’ll be blunt here.  A lot of marketing strategies I see are down right unethical.  Sure, they “work.” And by work, I mean they manipulate Sleazy salesman pointingpeople into opening up their wallets and buying things.  They will help you get sales in the short-term but they don’t help you build a loyal and intelligent client base who loves doing business with you over and over again.

In contrast, manipulative marketing strategies and high-pressure sales tactics fill your business or practice with desperate people who buy out of fear. This often sets up a very “co-dependent” type of  business relationship.  I’ve seen this more times then I can count in the business coaching industry.  It is no wonder that helping professionals feel so icky when they think about marketing and sales.

The good news is that marketing and sales don’t have to be slimey acts against your prospects and clients.  In fact, when done correctly, they are  great services that you do FOR your clients and prospects. 

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Speak for Free to Boost Your Revenue

I consider speaking to be one of my “high-octane” marketing strategies.  In fact, I recommend that all of my clients incorporate speaking into the Businessman Delivering Presentation At Conferencemarketing and sales process.  While it’s really cool to get paid a fee for speaking, often, you can boost your revenue even more with a free speaking gig.  This is especially true  if you get to collect leads, make an offer, or sell your books or products at the back of the room.

As with anything in business, it does require you to approach it with a sound strategy.

Here are my top 5 tips to boost revenue speaking for free:

1) Craft a signature talk that delivers value.

Don’t just get up and deliver a sales pitch for your services. Think of your signature talk as the very first entry level program people get to experience with you. Cover a topic that is related to your services, give them a few tips and then tell them what they still need to know, learn, or do. Then give them a resource to help them do that (preferably one of yours).

2) Know what you want.

Before you ever step onto a stage, you need to know what outcome you want to achieve and what your offer is going to be.  You need to figure out if you want to collect leads, sign people up for strategy sessions, sell your book, get people into a program, etc.  Once you know your desired outcome, you can craft your talk and your offer to support achieving that result.

3) Choose your audience well.

Obviously you want to speak to people who may actually purchase your product or service one day.  Choose groups that are full of your ideal clients.  You may also choose to speak to a group of your ideal referral sources.  Either way, you still need to know what your desired outcome is so that you can make an offer to get it.

4) Always make an offer.

An offer is simply an invitation to take the relationship one step further.  It can be a free offer like a quiz or downloadable audio, or it can be a paid offer like a coaching program.  Whenever you speak for free, you should always ask to make some type of offer.  While you may not be able to make a paid offer, most organizers will allow you to make a free offer if you position it as a resource that will truly provide value for their audience.  This is a great way to collect leads.

5) Stick around once you’re done.

Always try to hang out a bit after your presentation even if you’re not selling anything in the back of the room.  Audience members and even organizers will always come up to you to discuss your talk.  This allows you to make an even deeper connection with those who are really interested in what you have to say.  These are great prospects to book into strategy sessions at a later date. You don’t need to try to sell your services on the spot, but you do need to schedule a time to follow-up.

I would love to hear your thoughts on speaking for free.  Please leave your comments below.