How 'social-savvy' spa's can double their profits · Over 125,000 leads so far for my Clients in...
Transcript of How 'social-savvy' spa's can double their profits · Over 125,000 leads so far for my Clients in...
How 'social-savvy' spa's can double their profits
www.enjoymarketing.co.uk
Adrian Marks
Spa Life 2015
Effectively, acquiring New Business
In The Social-Digital Age
TRADITIONAL ADVERTISING AS YOU KNOW IT IS DEAD…
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IT HAS NEVER BEEN EASIER TO BUILD A SUCCESSFUL
BUSINESS…
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To survive and thrive in this new social-digital economy you have to
master 3 key strategies…
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There is now a new world order, where the customer is in control
CONVERSION MARKETING
1. ORGANIC
SELLING
2. PUSH MARKETING
3. TRIGGER PROMOTIONS
Over 125,000 leads so far for my Clients in 2015
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THIS 3 STEP PROCESS HAS GENERATED…
Over £90,000,000 for my Clients in the last 12 months
Increased new Client online enquiries by an average of 400%
1. First things first…
UNDERSTANDING WHY PEOPLE
BUY ANYTHING AT ALL IN THIS
MODEN SOCIAL-DIGITAL WORLD
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PEOPLE NO LONGER HAVE ANY
REAL INTEREST IN YOUR ACTUAL
PRODUCT OR SERVICE
YOUR CLIENTS AND CUSTOMERS ARE
ONLY INTERESTED IN HOW THEY WILL
MAKE THEM FEEL
ALL THAT PEOPLE LOOK AT IS
AFFORDABILITY
& VALUE
PEOPLE NO LONGER BUY ON PRICE
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85% of the BUYING decision is emotional
ONLY 15% is LOGIC!
PEOPLE NO LONGER BUY ON PRICE
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ONLY 4% OF MEN BUY A WATCH TO
TELL THE TIME
THE MOST EXPENSIVE DRESS
YOU’LL EVER BUY IS THE ONLY ONE
YOU’LL WEAR ONCE
THE AVERAGE FEMALE
HAS 32 PAIRS OF SHOES
BUT ONLY ONE PAIR OF FEET
YOU MUST ALIGN
YOUR MARKETING
WITH HOW PEOPLE
NOW BUY
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2. Before you do anything…
People are now looking for
products and services
sooner and in completely
different ways……
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Smart Phones & Tablets – Google
Facebook – 4G & Broadband
HOW PEOPLE NOW BUY…
Indifference Awareness Preference Intention Purchase
The 5 stages of the buying cycle
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Traditional marketing focuses on driving
contact only when the customer reaches
the purchase point…
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Ultimately traditional marketing is simply
preaching to the converted
Indifference Awareness Preference Intention PurchaseTraditionalMarketing
BUT people are now looking for the
solutions you offer long before you go
searching for them
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Indifference Awareness Preference Intention PurchaseTraditionalMarketing
Modern consumer search & purchase patterns – ‘The Underwear Conundrum’
Ultimately preaching to and converting
themselves!
To thrive in this modern digital age you MUST
align your sales and marketing funnels with this
new consumer ‘buying’ funnel.
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Indifference Awareness Preference Intention PurchaseCONVERSION MARKETINGATTRACT GENERATE NURTURE CONVERT
CREATING CONVERSION
MARKETING STRATEGIES THAT
ALIGN WITH
YOUR POTENTIAL CUSTOMERS
BUYING HABITS?…
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1. ATTRACT
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THE BIGGEST MISTAKE YOU CAN MAKE
WITH YOUR MARKETING IS TO JUST TRY
AND SELL YOUR PRODUCTS OR SERVICES
SELL THE RESULT AND EASE OF ENTRY
NEVER TRUST A WEB
DESIGNER TO BUILD YOUR
WEBSITE
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Old fashioned marketing strategies will only convert about 2% of all your
website traffic
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Basically you are losing the other 98% into the deep depths of the world wide
web…
FOREVER
2. GENERATE - Leads not sales!
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FREEMIUM
ULTIMATELY TO SURVIVE IN THIS
SOCIAL-DIGITAL AGE YOU MUST
GIVE AWAY YOUR PRODUCTS AND
SERVICES FOR FREE
BECAUSE…
WHO EVER GOT MARRIED ON A
FIRST DATE?
NEVER JUST TRY TO SELL
STRAIGHT AWAY
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3. NURTURING – Breeding growth
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NURTURING IS ABOUT BUILDING
TRUST, EXPERTISE, AUTHORITY,
CONSITANCY, CONFIDENCE &
DESIRE
4. CONVERT with the right offers at the right time
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• Create the right incentive
• Deliver with risk reversal
• Create an imperative
• Deliver scarcity
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Analyse the effectiveness of your
CONVERSION MARKETING MODEL
ATTRACT, GENERATE, NURTURE, CONVERT
& then repair the blockages and holes in your funnel
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ITS ALL ABOUT
DELIVERING
SEQUENCES THAT
DRIVE CHANGE
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STANDARD SALES MODEL
LEAD GENERATION
LIQUIDATION OFFER
LIST NURTURING
CLOSED SELLINGASCENSION SELLING
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1.ORGANIC SELLING
2.PUSH MARKETING
3.TRIGGER CAMPAIGNS
1. ORGANIC SELLING
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ORGANIC SELLING
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• SEARCH
• SEO
• SOCIAL MEDIA
• BLOGS
• TRADITIONAL ADS
• WORD OF MOUTH
20%
80%
2. PUSH MARKETING
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PUSH MARKETING
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• FACEBOOK MARKETING
• LINKEDIN / TWITTER MARKETING
• INSTAGRAM / YOUTUBE ADVERTISING
• EMAIL MARKETING
• DISPLAY ADVERTISING
• REMARKETING
• REFERRAL MARKETING
20%
ORGANIC SELLING &
PUSH MARKETING STRATEGY
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1. FREEMIUM
2. LEAD GENERATION
3. LIQUIDATION
4. ASCENSION
5. NURTURE
6. CONVERT
IT’S ALL ABOUT…
LEAD GENERATION
FOR ‘THE LIST’
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THE REAL POWER OF
CONVERSION MARKETING
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“LET’S WRITE MY MUM AND
DAD A SWIMMING POOL”JOHN LENNON
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ALL THE PROFIT
IS IN THE BACKEND
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ALL THE PROFIT
IS IN THE LIST
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TRIGGER PROMOTIONS
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Turning on the tap!
60%
TRIGGER PROMOTIONS
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THE STRATEGY
1. Cue the promotion
2. Anticipation, authority
and expectation
3. Short, sharp closure
1376 membership sales
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In 48 hours
2,113 spa treatment bookings
£37,000 in Spa vouchers sales
In 3 days
1 day
• RECIPROCATION
• SCARCITY
• AUTHORITY
• CONSISTENCY
• LIKING
• SOCIAL PROOFING
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Humans are programmed to be
Influenced by Triggers:
Conversion marketing gives your business the
‘power of Leverage’
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YOU LITERALLY CREATE YOUR OWN MONEY PRINTING MACHINE
Today’s biggest lesson…
We signed up an independent Spa onto our Digital Sales Growth programme on the 23rd of last month…
We sent them their first direct marketing piece on February 3rd…
2005!
944 emails ago…
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AND ONE FINAL THING…
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EMAIL: [email protected]
Send your name, email address and
web address now
TEXT: ~07525 153 888
GET A FREE AUDIT OF YOUR CURRENT WEBSITE
AND SOCIAL_DIGITAL MARKETING FOR FREE
PLUS I”LL SEND YOU A CRIB SHEET OF ALL THE
TECHNOLOGY WE USE TO DELIVER OUR CLIENT
MARKETING STRATEGIES
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