Updated: Mar 16, 2019
Radio, TV, direct mail, PPC ads, billboards, even trade shows those are all advertising mediums. I want you to change the way you think about these mediums. When most people think about marketing, they think about advertising on these mediums.
We call these lead generators. Because everyone of these should work inside of a marketing system. The lead generator should serve the purpose of capturing your target markets attention and push them down the system using the benefits of doing business with you.
Think about infomercials that are selling something relatively cheap – under $100 they still do a 30 minute commercial, to educate their prospects on what they’re going to get and all the benefits of buying it.
What about you your service or products, do they cost more than $100? Then you need to educate your prospects. What you want to do is push people to a place where they can educate themselves about the benefits of working with you whatever the product or service is that you provide.
Let’s look at an example of this. Let’s say we have list of known prospects – we can identify them some way and we could buy a list or maybe you have a list. For this example, we could use direct mail because of those reasons. So we use the direct mail piece to capture the attention of our prospects and entice them to go to a website with a video explaining the benefits of your product or service.
If you’re a local service business, the next step in the marketing system and sales process might be to get a free consultation or an educational piece like a free report if your service is more complex.
The great thing about a marketing system like this is you can combine offline and online marketing tools like direct mail or trade shows with online tools like video landing pages.
Also, once you create the system you can easily change the lead generator. For this example, now you could run Facebook Ads that push people to the same video landing page. You don’t have to rework the system. Once you build the system, you use the lead generators where your target market is and out comes money for you.
Read about the article about Your Ideal Target Audience