Do You Have a Marketing Goal?

Show Notes

• If you don’t know what your marketing goal is you will lose time and money.
• Your goal in marketing should be to get people to take the next step.
• Often businesses try to get people to make a purchase right away and this is usually the wrong goal.
• Consider your ultimate destination (probably a sale), and what steps a person needs to take to make a decision to spend money with you. You want them to discover that the value they will get from you is greater than what they will invest in you.
• If your sole purpose is to make a sale right away, you are missing the boat.
• You should know what next step a person needs to take to say yes to your product. If you don’t know, you should take it to the phones so you can understand the process a person goes through from awareness to purchase with your company.
• Calling potential customers on the phone may sound old-fashioned, but it will allow you to discover what a person goes through in terms of their thought process and questions and answers, before they consider spending money on you. It may take 100 times to truly understand what makes someone want to make a purchase.
• If you can determine how you are solving a problem and alleviating pain for them, then you will understand how to market to them through a series of steps.
• You want the people who are ready to buy to be able to as soon as they would like, but also, those that are not ready to buy, can go down a path of next steps so eventually it will make sense that they should spend money with you.
• When you are creating your marketing game plan you want to focus on the next steps your customer needs to take.
• Your focus should be on base hits not on home runs.

Transcription of Episode

[00:00:00] Hey, this is Ryan Chapman with fix your funnel and in today's podcast, I'm going to be talking about, what is your actual goal in marketing? Not knowing the answer to this question can actually cause you to lose a lot of money, a lot of time, and create a lot of headache for you. So let's get into it.

The goal in marketing is to have people take the next step. I could probably end the podcast right here, but I'm going to go a little bit deeper just to give you a little more breadth to the subject because it's that important. When people do marketing, sometimes they make the mistake of trying to get people to buy in that next step and frequently, that's the wrong choice. If you've listened to some of the past podcast interviews, you should probably have a little bit more of a feel of what I'm talking about when I say take the next step.

Whenever I'm doing marketing, I'm thinking about my ultimate destination, which usually has something to do with exchange of money, and preferably over an extended period of time, but, even deeper than that I am thinking about, what are the steps that a person needs to [00:01:00] take to get to the point where they can make the decision to spend money with me because they find that the value they're going to get so much greater than what they're going to invest with me?

If that phrase makes sense to you, then you're going understand that we don't necessarily need people to learn that we exist and then start spending money with us in the next step. That's great. If you can get that to happen, fantastic. But, if that's the sole focus of your marketing, you're missing the boat entirely. Chances are, you don't get a whole lot of customers. If you are getting tons of customers, you're probably charging too little, but we'll get into that in another podcast episode.

The goal of your marketing is to take people to the next step. If you don't know what the next logical step is, where next emotional step is for a person, then it's going to be very difficult for you to do. Generally speaking, if you don't have any idea on what the steps a person takes to be able to get to saying yes to your product, I say go to the phones.

The reason I say go to the phones is because you need to understand, what is the process that individual goes through from awareness to [00:02:00] purchase with your company? Taking people through the sales process person-to-person, the old-fashioned way, the hard way is actually the best way to learn what that process is. You have to do it more than once. You have to do it maybe even 100 times to be able to discover what it is that the person goes through in terms of thought process, questions, and answers to get them to the point where they say, I'm ready to spend money with you. I'm ready to use your service, your product, or whatever the case may be.

As you get clear on how you're solving problems for people, how your alleviating pain for people, then it's going to be really easy for you to take people one step at a time through a process that will allow them to make a decision spend money with you.

That being said, if you understand that the purpose of marketing is help people to take the next step, then you also understand that you need to make it so that they can take the next step after that as quickly as they want to so that those people who are ready to buy can get to that process without hitting serious [00:03:00] roadblocks. But, at the same time those who are not, will be able to go down a path of next steps that take them to a point where it makes total sense to them that they should be spending money with you and not anybody else, in particular your competition. When you're laying out your marketing game plan, make sure that you're doing it in steps, not going for a home run. Take those base hits, because the more base hits you get, the more runs you'll score. This is Ryan Chapman with Fix Your Funnel. Keep moving forward.