Launch a new plan for growth
Amid the hundreds of marketing tactics, intricate strategies, and sheer noise, there are four pillars for digital growth.
Wordell partners with small and medium businesses to help them shift how they market and sell.
Understand how the buyer moves and thinks
Profitably generating new customers can be broken down into two different yet perfectly aligned frameworks. The goal is to find the tactics in each pillar that will advance the buyer through stages.
Drive Traffic
Stages: pre-awareness, awareness.
Close Sales
Stages: consideration, evaluation, rationalization
Customer
Growth
Convert Leads
Stages: awareness, education.
Nurture Prospects
Stages: awareness, education, consideration, evaluation
Drive Traffic
Most of your prospects probably have no idea who you are or how you can add value to them, so let's start there. At this stage you need to figure out what type of creative to use and where to use it to get in front of your target buyer.
Ideal Customer Persona
Driving traffic is a study on how well you know your ideal customer. Start with figuring out where they are and how they think.
Content + Creative
Consistently grab and keep the attention of your target buyers. The litmus test for content: how do they know it's for them?
Inbound Marketing Approach
Inbound marketing is the process of providing valuable online experiences where your prospects are eager to interact.
Convert Leads
Quantity (cold-calling and buying lists) will never beat quality (high-intent inbound leads) when it comes to converting them into customers. Below are the three contributing factors to generating high-quality leads.
Modern Martech Stack
The marketing tools and technologies to make it really easy for prospects to stay and get the information they are looking for.
Remove All Friction
At first, all you need is an email address. Additionally, anything that seems like it will require a lot of work or is a hurdle must go.
Call To Action
Whether it's gated content, landing pages, or lead magnet, this needs to deeply resonate with the beliefs of the viewer.
Nurture Prospects
Here you want to do a number of things: make it very clear that the value you provide aligns with the buyer's problems, stay top of mind, solve challenges, and build trust.
Marketing Automation
Everything, okay almost everything, can be automated. CRM, email campaigns, sales follow-up, can be programmed and optimized.
Permission To Solve Problems
If you got traffic and conversions right, then you have a list that wants to hear personal and relevant messages from you.
Advance The Sale
Since the buyer journey is complex and non-linear you need many touch points (think at least 10 interactions) to accelerate the sale.
Close Sales
The buyer can already be well along their path towards a purchase without sales being accountable or involved. Your sales process can be updated accordingly.
Sales + Marketing Alignment
Since there is not a clear handoff from marketing to sales it's important to share messaging, pain points, and data.
Make It Their Story
As much as possible try to reframe the engagement to be about their goals and solving their problems (and not selling features).
Buyer Journey Mapping
Sales needs to understand the prospect's journey, readiness to buy, what prospects they already know, and persisting problems.
Customer testimonials
"The biggest part of our digital transformationis changing the way we think."
appointments. After 2 months we saw 170% increase in pipeline value."
Brandon J.
CEO, Professional services
Brian T.
Director, Non-profit
Susan T.
Operations Manager
Grow your revenue
Hopefully you now have a blueprint drawn in your mind. You don't have to do everything, you only need to execute a few tactics well for each of the four pillars.
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