For any given product, there is a primary target market and possibly secondary markets. If you are trying to capture two different markets with the same campaign, you are splitting the focus and this normally doesn’t work too well. It’s exactly the same with selling propositions – hence the name ‘Unique’ Selling Proposition.

The answer is fairly simple: just craft a campaign and choose the media for each audience. This is made easy with the target market segmentation provided inside Infusionsoft.

First, You Must Get to Know Them

Get to know your top 20% of customers intimately:  find out their reading or viewing habits, their shopping habits, and their interests and tastes. Write all this down in a file called “ideal customer profile”.  Then when you have a new campaign to be written, you can send this to your copywriter to craft a message just for them.

Why do I suggest the top 20%? Because that’s who spends the most with you (80%, if the Pareto Principle is correct). They are usually the most loyal, and will often cost you less in administration.

Many companies have an offering for each market segment and this makes a lot of sense. But be careful if you cater to both business and consumer markets, because each needs different styles of marketing. For instance, you cannot get away with a longwinded online sales letter for a B2B software product, because your main buyers will dismiss it as fluff. But offering a free white paper outlining the pros and cons of certain systems would be infinitely better.

Ensure you have a marketing follow up system in place to build on this great first introduction to your product.

Then, You Must Court Them

Marketing is a lot like dating. Just as the beer swiller at the bar with a one liner gets rejected, so does the email marketer with a full-on sales message or over-familiar tone, intent on the sale.

If you’re setting up an email campaign, spend the first email welcoming them and reassuring new patrons that you respect their privacy. The second email should contain some great fresh ideas or knowledge that will help their decision making (business) or overriding problems (consumer). The third email will build on this; perhaps introduce a case study of how your solution helped someone, or keep up the interesting articles… with links to your website if they want to find out more.

In this strategy we’re not selling in the emails because if they’re interested, the linked website pages should be primed for persuading both cold and warm prospects to your solution.

Sometimes this will not be the way forward because your business has limited time offers (such as a travel agency or accommodation provider). In this case, you can ‘sandwich’ these offers in between some words that ignite the imagination. Even well crafted captions will do the trick; it’s certainly preferable to an image-laden email that does not even get seen by most email viewers.

I hope this article has you brimming with new ideas to implement. If you need any help with copywriting, web design, or email marketing, please send InfusionOz an email and we’ll pass you to a trusted professional that’s right for the job.

All around the world, people use this program because it is remarkably powerful. They’re not die-hard techies, just real business people who needed a trackable, all-in-one CRM and marketing program.

Six Features Which Outclass the Rest

If you’re shopping for an online CRM but remain confused which to choose, here are six features that may give you that extra tip towards Infusionsoft:

1. Tags. These became popular with WordPress.  Tag Clouds – a way to classify information so that it can be easily found – are also great for segmenting your list. These tags allow identification of the right message to the right prospect.
2. Action Sequences.  You can easily add or change a record’s status based on certain conditions. For example, a prospect buys “Product X” from you, you can change the record’s status from prospect to client, add a tag indicating that they’ve purchased “Product X”, and initiate the marketing sequence of emails for Product X – marketing your up-sell packages based on what they bought.
3. Trackable Links.  You can send an email with a link that says, “Please have someone call me”, and once someone clicks the link, it starts an action sequence – perhaps it creates a task, assigns it to a salesperson to follow up, and sends off a sequence of emails.
4. Infusionsoft API.  It’s one of the few systems that allows direct access to your database via an API (Application Programming Interface). Basically, this gives it unlimited scope to ‘automate’ business operations. Read 19 More Ways to Use Infusionsoft APIs
5. Subscriptions and Recurring Payments. You can create order forms that accept credit cards and even spread payments out over a period of time.  After you’ve sold something, this allows you to concentrate on delivering the goods.  It takes a lot of worry out of chasing payments, just “set it and forget it.”
6. Custom Reports. If you really like to keep a handle on things, Custom Reporting is for you. The possibilities are: Marketing & Sales Funnels (graphical), Google Analytics through API, Managing Marketing Budget, etc. Infusionsoft users can copy the code from this informative post. You can create custom reports by pulling data from Contact Records, Tags, Order History, Opportunity Records, and many other database tables.

Of course, some people need to see it working to fully understand the functionality. So if you’d like to see it in action, click here to see a demo or have a go at the 15-day FREE trial.

• Consumer Brand building
• Personal branding
• Establishing yourself as a thought leader
• Creating a Facebook group as another touchpoint
• Advertising targeted to key demographics (this is not free – it’s pay per click).

Facebook is growing its offsite presence (it seems like an omnipresence) with ‘like’ thumbs-up buttons popping up on every website and blog, allowing users to ‘show interest’ in them and to share their message with Facebook friends at the same time. Within 3 weeks of the launch of this new ‘like’ feature, some brands were seeing traffic from the social site double (example IMDb.com, source ClickZ). So for consumer brands it works.

But for B2B, people who are looking for new opportunities and professional connections, they tend to use LinkedIn. It is easier to see if someone is credible and trustworthy, since most have their resume and recommendations from others.

But Should You Jump on Facebook, Twitter, LinkedIn, etc?

There are no hard and fast rules to say you must have a presence on social platforms. If you’re flat out just following up the leads you have – why add to your stress with setting up social networking for business?

Don’t just jump in with the lemmings.  First develop a new Marketing Plan for business. See where your customers are coming from, what are they interested in, what is going to attract them?  From this information, your plan takes shape…including how best to attract, persuade and sell to your market.

You are probably going to need a central system to control your marketing communications and growing customer base.   Otherwise, with multiple databases and different lead campaigns, your worklife will become chaotic.  This is what I have found in many micro/small businesses.

So from Facebook or LinkedIn, Email marketing, Website leads, and offline leads, capture all this information together with a tool like Infusionsoft… so a step-by-step sales process can be easily set up, and you can go focus on the important work of building relationships.

What about in business – do micro and small business owners need automation?

In any business, automation can easily be set up in a number of ways:

• Scheduling daily tasks in the computer calendar, with timers to remind you when a task is due.
• Using software programs that automatically run a program every month.
• Operating system is set to check for updates on a regular basis.

These are all examples of automation.

So how does a Small Business Owner utilise automation more to save time and make life easy?

Firstly, look at the tools you have available.  A calendar is a great way to set things up so that you’re keeping on track.  If you’ve created a schedule of your day and allocated time to do certain things, then set it up in Calendar (inside Outlook or Entourage), with alerts to remind you when to finish and start the next one.

Let’s face it – emails often distract us from our task at hand. If you don’t want to be distracted by emails, turn off the automatic downloading of emails or set it to download only twice a day.

You can also create different views or types of calendars for the different activities you have – very handy for those of us leading double lives!  Some calendars – such as Google Calendar – allow you to colour code your different calendars and activities, so that you have a visual representation of the different activities you’re doing.

Taking It One Step Further – Complete Business Automation

You can take things to another level in your business by actually automating processes, so that tasks normally done manually are done using technology.  This is where a system like Infusionsoft can put your business on Steroids (good ones) with marketing, sales, and billing automation – to name a few.

The best part about automation is that you control the set up – so it can be customised to your business and personal needs. Before setting it up, my advice is to find some smart tools and ensure you’ve identified all the processes that can be automated.  The benefits are well worth it.  And if you’d like some help with this, just give me a call.

This problem came up recently with a prospect who is using SugarCRM. He says that it doesn’t DO anything for him; it’s just another place to store data.  After forking out his valuable time in setting up this system, he now realises that he needs something EXTRA that is going to automatically communicate to people, based on what they buy and what they request on his website.

This busy business owner wants to save time and effort when communicating to people in his database, so he is looking into Infusionsoft for both marketing and customer relationship management purposes.

The Right Tool
I guess the basic problem is having the right tool for the job. Also to be considered is, a lot of Customer Relationship Management systems available, especially Enterprise CRM, were designed for large companies with various departments. They are too cumbersome and expensive for the one-person to five-person small business.

Managing Opportunities
There is another segment of CRM which focusses on Opportunity Management.  Recording sales opportunities is important in most businesses, so every good CRM should include this facility. You can note multiple tasks against each contact, record activities likes meetings and calls, and note possible sales. Reporting tools also help you keep up with progress on a weekly or monthly basis.

Marketing is Left till Last
Save the best till last… while most large CRM systems are used with Enterprise Resource Planning, tracking customer data, and even recording all sales force activity… they do not automatically send out information, offers, and newsletters (by SMS, email, fax). That’s the work of yet another external system and an administrator as well.

So that’s why, when my new customers have got to the stage of seeing the Infusionsoft demonstration on automating their marketing to a segmented list, it’s like the light bulbs go on – because they realise it’s all simple enough for just one person to manage. Hooray.

If these types of comments or thoughts sound familiar, it might be time to look at your work style efficiency. We’re not all natural-born brilliant organisers, and the time we lose on these little things does add up. It’s time that is not billable, and it’s moments like these that distract you from your core tasks.

With a little bit of forethought these inefficient habits can be replaced by new habits and new software rules. Let the software do the work, not you.

5 Work Efficiency Tips

1. While on the phone with a client, bring up your CRM system and find the client’s name. You can still jot notes if you prefer, but ensure you enter the notes and date while the conversation is fresh in mind. Walah – already in the system, never to be lost.
2. Each project should have a folder in your main documents. Never save working files haphazardly and try not to have more than four tiers of folders.
3. For emails that come in, spam filters can only catch so much. Set up some Rules so that those with certain words will get deleted or sent to junk. (In Entourage, select Tools-Rules, usually select email (POP), then specify the words commonly found in the message of these spam emails; in Outlook select Tools-Create New Rule).  If you have new rules set up, I suggest you check your deleted items/junk folder every two days to ensure that those you want to see are not going there (then adjust rules if it’s catching the good emails).
4. All e-newsletters which you subscribe to can be set up to go to a Newsletters inbox folder, with a new folder and a rule (Entourage: Add criteria: subject contains: newsletters; Add action: move messages – select newsletters folder). Any new newsletters that come in can then be added with a right-click, Apply Rules (Newsletters).  Then you only see these low priority newsletters when you want to ‘research’ or ‘play’.
5. All your bulk emails should be handled by an automated Email Marketing system, thus freeing you up from sending and receiving various emails, dealing with subscribes, unsubscribes or bouncebacks, etc. This system is held “off-site”, but you can easily upload any existing contacts.

I hope these few tips have given you a good start on making your work time more efficient. Please speak to Aveline for further personalised advice and systems consultation.

SME owners without adequate systems often struggle to keep up with different enquiries from different sources, trying to remember who gets what and when. Prospects are at different stages of the sales cycle, and it usually falls on the SME owner to keep track of each prospect and send them the right information, to keep building trust one step at a time. Utilising a great sales & marketing process can mean the difference between having a successful business, or a busy job.

If this sounds familiar, it might be time to seek some assistance. As Greg Chapman says on Business Builders:

“By systematising your business, you make your business more efficient, reduce your costs, and ultimately, make your business run without you.”

If you are too busy, you dread opening your email, or your work style is haphazard at best… an integrated system like Infusionsoft that combines Automated Email Marketing, a powerful CRM that keeps all sales activities on track, and a helpful person to set it all up… could sound like business nirvana to you. After all, if you can make part of your business run without you, you get that most precious commodity of all back: TIME.

I must share with you something that happened on the weekend that has got me thinking… and that has made me realise the ‘social media’ age that we are now living in and how important it is to be a part of it.

Last night I went to the Adam Hills live performance at the Powerhouse in Brisbane, seated just a few rows from the front (I love being up close so I can see expressions and the REAL person!!).  Adam came onto stage to a very excited crowd and within minutes he had discovered a man seated in the front row who looked a little like Santa.  Actually maybe a LOT like Santa! No kidding, and his name was Lex Cush.  Lex went along with Adam’s frivolity of wanting to take a picture of them both together and he then posted it on his blog page via his mobile phone, and then posted a tweet (on Twitter) to see who could come back with the funniest caption.

This might not sound that strange, however it was a live show and Adam was sitting on the edge of the stage with his mobile phone in hand, sending tweets and reading some back.  Not your usual stand-up comedy!  And it wasn’t just the photo of him and Lex that was posted either, as he found humour in some of the audience’s surnames (and admittedly it was VERY funny) so had to ID them and of course take more photos to post off.

After a little while Adam checked his mobile phone for responses and read out some tweets from around the world, with proposed captions for the picture of him and Lex, and we had a laugh.

What struck me as both funny and interesting is that one of the tweet replies came from a guy in the audience… who used his mobile to respond to Adam’s tweet.   As Adam remarked: “how funny that you’re communicating with me via a satellite and we’re about 15 metres apart”.

That is exactly the sign of our times:  tweeting, blog posting, re-tweeting, and using mobile phones to post comments and keep in contact with strangers all around the world, at any time, anywhere.

Not everyone is up with it though… it’s generally seen as a ‘young persons thing’.  Yet here was Adam Hills, an almost-40-yr-old sitting on stage with his blackberry taking photos, posting them and tweeting during his show.  Technology is available and accessible to anyone who wants it, and to anyone who chooses to get on board.

In business circles the traditional marketing channels are slowly being overtaken by our social media and technology advances in marketing automation such as Infusionsoft.  Those people who haven’t yet caught on are either looking in or choosing to let it go by.  I believe, to their detriment.

Regardless of what worked yesterday, we do know that things are always changing.  Traditional marketing of the past won’t bring the same results today or tomorrow, and with social media taking charge of the way we communicate – it’s something that simply can’t be ignored.

So with the memory of last night’s performance and Adam’s versatility with his tweeting and posting, I’m off to go tweeting myself.

Have a great week!

Aveline