#28 - 3 Steps to Win in the Marketing Game

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In this edition

?? 3 steps to win in the marketing game

?? What we taught about lead generation Is all wrong!

3 steps to win in the marketing game

1. Start with learning about your customer: Understand their pain points, likes and dislikes, demographics, purchasing habits, etc. The more you learn about customer behavior, the better.
2. Create marketing communication based on your learnings in step 1: Develop content that highlights how your product or service helps your customer, focusing on features, benefits, and unique value. Use this content in website copy, social media posts, ad copy, email campaigns, videos, etc.
3. Select the Best Channels: Choose platforms like Meta, Google, etc., where your target audience is most active, and start communicating the content you created in step 2.

Steps 1 and 2 are the most crucial. Dedicate most of your time and effort to these steps to see successful outcomes in step 3.

Remember, this is not a one-time effort but a continuous cycle of learning and improvement.

What we taught about lead generation Is all wrong!

We have been taught that more leads = more sales.

We have been taught that lowering cost per lead = lower cost per acquisition.

We have been taught that quality leads = people who are ready to buy.

This is all wrong!

The reality is:

Generating more leads doesn't translate into more sales. More leads eat up a salesperson's time and reduce per-lead attention, resulting in decreased sales efficiency.

Fewer leads give a salesperson more time to properly attend to each lead, handle objections, and close them efficiently.

Focusing on reducing the cost of leads often attracts more junk data, which once again eats up a salesperson's time and may increase the cost per acquisition instead of decreasing it.

If the cost per lead is higher but results in more closures, it is better to keep the cost per lead high.

There is always a conflict between sales and marketing about the quality of leads.

Sales want more leads who are ready to buy, but those who are not immediately ready to buy are often marked as low-quality leads.

But the reality is different. Every lead that matches the buyer profile is a quality lead, but it's a matter of intent.

Most people are not ready to buy immediately, but they are the right people who can buy later.

These leads should be nurtured with content to make them sales-ready.

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