So, you’ve started a business, or maybe you have been running a brick-and-mortar store for a while and you want to get into the online game to grow your business.
Where do you start and what do you do?
The first, and most important step, in online marketing (and any marketing for that matter) is to understand who your client is, or who you want your client to be. You may have heard me, and other marketers, say many times that you must know your ideal client inside out. You must know them better than they know themselves.
So the first step is to get to know your audience.
If you find this challenging, make sure you download our Ideal Client Kick-Starter Kit as it will help you in finding and speaking to your ideal client.
The next step is to know yourself and your voice. Often when we come from a corporate or other type of work environment we have been taught to ‘be’ a certain way and to speak a certain way. This is not necessarily how you want to be in business. It took me a while to ‘unlearn’ the corporate speak that I was so used to, but rather to be myself but also speak the way I speak to friends.
Find yourself, if you haven’t already, and determine what your voice will be online. Be free in how you are online, don’t put any restrictions on yourself. Your ideal clients will be attracted to you, no matter what you say or do… and yes, this may include swearing.
The next step is to craft your offer pyramid.
An offer pyramid looks like a pyramid, in which your free offer sits at the bottom, your mid level offer in the middle and your high level offer at the top.
Your free offer is your opt-in gift, which can include many different things. If you want to brainstorm your opt-in gift, make sure you download our guide.
Your opt-in gift is created to draw people in and invite them to join your mailing list so that you can stay in touch with them, nurture them and eventually work with them.
The step that follows is to create your free offer or opt-in gift.
Firstly, you need to determine what your ideal client really wants and needs and how you can respond to this need. Then you need to decide how you are going to answer this need and what the method of delivery will be.
The idea of the offer pyramid is that you will move your subscribers through the tiers, by nurturing them and offering value.
Once you have created your opt-in gift, you need to determine how someone is going to move ‘through’ your business. How will you move them through the tiers so that ultimately they will work with you by means of your highest level offer.
After you’ve determined how you are going to do this, you will need to set it up and start promoting your free offer.
You’ll come across some hurdles along the way and it won’t always be a smooth ride, but you’ll be able to adjust along the way and learn to get to know your ideal client.