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Attract. Nurture. Followup. Close.: How to Turn Strangers Into Paying Customers

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Ashley Northington
Ashley Northington

Want to learn how to leverage digital platforms to turn strangers into paying customers? This strategy is designed to help businesses generate sales leads, nurture the relationship with the leads and eventually turn them into paying customers.

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ATTRACT. NURTURE. FOLLOWUP. CLOSE. Ashley Northington DENOR Brands & Public Relations HOW TO TURN STRANGERS INTO PAYING CUSTOMERS.
About Ashley Northington Ashley Northington is determined to help people, organizations and brands share their stories with the world. She is an award- winning public relations consultant, entrepreneur, writer and media connoisseur. She is the founder and director of the boutique public relations firm, DENOR Brands & Public Relations. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
IT’S ACTION TIME! ASH LEYN ORTH IN GTON .C OM I WANT TO KNOW MORE ABOUT YOU.  Tell me your name, business name, what you do, who you do it for, and how long you’ve been in business.  Tell me your biggest business challenge.  Tell me your biggest marketing challenge. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
Why Are we here?
We’Re here To …  Get the strategies to attract new potential customers by developing a continuous system of attraction, nurturing, following up and closing.
Facts to consider…
FACT NO. 1
Marketing is ALL about POSITIONING.
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM Authority Expert Specialist Generalist
FACT NO. 2
MARKETING HAS CHANGED. RENTING MEDIA OWNING MEDIA
FACT NO. 3
Digital Media is the rage The rage is digital media. Specifically, social media. But digital media can not and is not the only pathway to success.
DIGITAL MEDIA CAN not FUNCTION IN a silo. E-Mail Marketing Web Site Events Social Media
FACT NO. 4
Developing great content. Today, we’re going to go over the crucial steps that will help you leverage great content to generate sales leads and become an authority in your industry. So How do We Become an Authority? D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
IT’S ALL ABOUT You need to pin point your target audience and where they congregate online. The key to leveraging any social platform is to create engaging content that connects with your ideal audience in a meaningful way. content You should be creating high-quality content outside of social media and sharing that content on social media to attract your target audience.
The Content Purpose
Development Publish Social Media Web Site Contact Form or CTA Follow Up Sale The content process
ATTRACT.
ATTRACT NURTURE FOLLOW UP CLOSE Zero in on what services and products you offer. Only offer the services/products you love and the ones that you do well. Develop your business model around these services. 1Know your nichE
ATTRACT NURTURE FOLLOW UP CLOSE Learn your customers and their problems – inside and out. You will need to determine how your services will solve their problem. You will need to pinpoint a very specific type of customer and solve a very specific problem. 2Know your customer
ATTRACT NURTURE FOLLOW UP CLOSE Use your unique business model to develop a special offering that will solve your ideal customer’s problem. 3Solve your customer’s problem
ATTRACT NURTURE FOLLOW UP CLOSE Create and curate content that is meaningful to your audience and relates to your offering. 4Create your content
ATTRACT NURTURE FOLLOW UP CLOSE Publish your content on your web site. Put each piece of high-value content on a landing page within your site. 5publish your content
ATTRACT NURTURE FOLLOW UP CLOSE Engage your audience by broadcasting your high-value content only on the social media platforms your audience frequents. 6broadcast your content
ATTRACT NURTURE FOLLOW UP CLOSE Multicasting allows you to distribute one piece of content through many channels. 7multicast your content
ATTRACT NURTURE FOLLOW UP CLOSE Multicasting can be done these ways: livecast podcast bookcast mobilecast socialcastblog
ATTRACT NURTURE FOLLOW UP CLOSE By distributing high-quality content on social media and through multicasting, the opportunity to reach more people is tremendous. Since the carrot (read: content) is only accessible on your web site, you are driving traffic back to your own media. In this way, the audience members learn more about your business and access the valuable content you’ve produced. In exchange for accessing or downloading the content that was broadcasted on social media, potential customers must provide their e-mail address and other contact details.
NURTURE.
Say Hello! Use those e-mail addresses, phone numbers and other contact information you collected from distributing your content on social media to interact with your audience. Continue to provide value. ATTRACT NURTURE FOLLOW UP CLOSE 8Contact your Audience
Introduce your special, problem-solving offering to your audience, using your new contact info. You might rely on e- mail marketing or continued social outreach or your sales calls to make the introduction. Be sure to have a sales page on your web site that contains all the details about your offering. ATTRACT NURTURE FOLLOW UP CLOSE 9offering meet Audience, audience meet offering
FOLLOW UP.
Use your follow-up interactions (e-mails, calls, presentations, social media etc.) with your audience to tell them WHY they NEED your offering and HOW they will BENEFIT from it. Use your content to showcase your skills and expertise. Broadcast this content on your social media platforms. Be sure to track your interactions with your leads in a CRM system. ATTRACT NURTURE FOLLOW UP CLOSE 10 Follow up
Use the SPIN method to help guide your interactions. Situation Problem Implications Need Payoff ATTRACT NURTURE FOLLOW UP CLOSE
CLOSE.
Close the deal. The right people will choose to purchase from you. They will chase you. You won’t have to chase them. ATTRACT NURTURE FOLLOW UP CLOSE 1 1 close the sale
Give them what they paid for – and then some. This is your time to shine! Treat your new clients gleaned from social media like royalty. Use your offering to solve their problem. Be their hero. ATTRACT NURTURE FOLLOW UP CLOSE 1 2 Deliver the good stuff
Let’s talk about content.
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM Blogging is the start of great content. The blog is the beginning point of everything shared on social media.
Blogging purpose Your blog should accomplish three objectives: Educate your audience. Humanize your brand. Persuade your audience to buy.
Your blog cycle Educating (80%) Humanizing (10%) Selling (10%)
Types of Blogs Blogs can take on different formats. Traditional Web Site Blog. Podcast. Tumblr. Twitter. Instagram. Facebook. YouTube.
Set your goals What are your goals? Before we begin blogging, we have to consider what the objective of the blog is…
Include next steps What’s the call to action? After your audience consumes your blog, include at the end the action you want them to take next: Subscribe? Call? Email? Complete a form? Schedule a session? Share on social media?
Let’s talk about the social platforms.
Finding your place The key is to only engage in networks that are relevant to your industry or allow the best opportunity for you to connect with your ideal clients.
Creating the why You should be able to give a solid answer to WHY you or your brand is engaged on whatever platforms you’ve chosen. You ought to be able to create a why for each network. If you can’t, then it’s time to move on. You don’t need to use each and every one of them. Some may not work for your business. Some may be too burdensome for you to manage.
Questions to consider Question no. 1 Question no. 2 Question no. 3 Is my target audience using this platform? Are people engaging with me on this platform? Is it relatively easy for me to be consistent on this platform? Question no. 5 Question no. 6 Am I engaging others and being consistent? Can I create opportunities to highlight my products or services? Why, exactly, am I using this network? Question no. 4 ? ? ?  
Let’s talk about the social platforms.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? LinkedIn is the world’s largest professional network on the Internet with more than 250 million members in over 200 countries and territories. Executives from all Fortune 500 companies are members. LinkedIn gives you an opportunity to showcase your personal brand and share your expertise, skillset, and knowledge in a valuable way. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is NOT advised. Making recommendations, endorsing your connections and asking for recommendations. Real power is in groups.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Facebook is the world’s largest social network. Nearly everyone uses it. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client. There is a huge opportunity to listen and learn.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social network for those who use Gmail. You can connect and share with the people you’re already communicating with on your Gmail account. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social networking service that enables users to send and read short 140- character messages called "tweets." 23% of online adults use Twitter. This is a platform for service-based entrepreneurs and industry experts & thought leaders. Short, thoughtful tweets relevant to your profession and interests, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Continuously showcasing your expertise through ongoing conversations. Follow and jump in conversations using hashtags. The hashtag trend originated on Twitter use them wisely.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social network that allows you to share your life and interests with friends through a series of pictures. If your business thrives on aesthetics, this is a great platform to visually tease potential partners and customers with your skills. Detailed images and short, 15-second videos that showcase your work. Using hashtags and continuously posting engaging content.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Virtual inspiration board that allows you to share your own content and that of others through a series of “pins” and on various “boards.” Not only can you see what others are doing in your industry, you can inspire others by posting your own content. Most users are women. Pictures, articles, recipes, how-tos that are relevant to your business along with your own, original content. Using strong keywords in your description of each pin. Connecting and re-pinning info from popular boards. Cater content to reach women.
BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Youtube is a video sharing social network. Nearly 80% of YouTube users are male. It is helpful because it allows you to tell a compelling story or narrative about your business or products or expertise. Short videos that showcase your expertise or your products. Use keywords in your video description. It is a great tool to market new products, display client testimonials and highlight case studies and other success measures. Leverage other platforms to drive traffic to YouTube.
Using the information we’ve learned today about each network, let’s decide on which ones you plan to use for your business. IT’S ACTION TIME! Talk to me Let me know which social networks you are going to use. Tell me why you feel these platforms will work for your business. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
ATTRACT NURTURE FOLLOW UP CLOSE BE CONSISTENT. Put together a content marketing calendar to help you get organized and, most importantly, make it clear what the purpose is for every tweet, blog post, video, event and other piece of content you put out there.
DIVIDE & CONQUER Divide Your Efforts into Two Categories. Lightweight. The Facebook posts, tweets and other social media content that support other activities and help you engage your audience. Heavyweight. The in-person events, product promotions, white papers, case studies and other meatier forms of marketing that establish a connected relationship with your ideal audience and drive the big results in your business.
DAILY CONTENT WEEKLY CONTENT MONTHLY CONTENT QUATERLY CONTENT YEARLY CONTENT Examples: Post a status update, share a news article or blog, pose a question post a photo quote Examples: a blog post, a how-to article, a series of blog posts, a video Examples: Profiles, video interviews, online case studies, archive your presentations to SlideShare or Scribd and share the link, e-newsletter, podcast, customer success story, online magazine Examples: a webinar, an ebook, a white paper or special report giveaway Examples: a conference, live or virtual event (record the sessions to repurpose as blog posts or videos later), annual white paper/ebook, annual report, annual “guide to xyz” CREATE YOUR OWN
Here’s Your Chance… Ask Me Anything. Do You Have Any Questions?
Ashley Northington DENOR Brands & Public Relations 315 Deaderick Street, Suite 1550 Nashville, Tennessee 37238 Office: 1.855.809.6697 Email: info@denorbrands.com Twitter & Facebook: @ashnorthington | @DENORPR ashleynorthington.com | denorbrands.com

More Related Content

Attract. Nurture. Followup. Close.: How to Turn Strangers Into Paying Customers

  • 1. ATTRACT. NURTURE. FOLLOWUP. CLOSE. Ashley Northington DENOR Brands & Public Relations HOW TO TURN STRANGERS INTO PAYING CUSTOMERS.
  • 2. About Ashley Northington Ashley Northington is determined to help people, organizations and brands share their stories with the world. She is an award- winning public relations consultant, entrepreneur, writer and media connoisseur. She is the founder and director of the boutique public relations firm, DENOR Brands & Public Relations. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
  • 3. IT’S ACTION TIME! ASH LEYN ORTH IN GTON .C OM I WANT TO KNOW MORE ABOUT YOU.  Tell me your name, business name, what you do, who you do it for, and how long you’ve been in business.  Tell me your biggest business challenge.  Tell me your biggest marketing challenge. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
  • 4. Why Are we here?
  • 5. We’Re here To …  Get the strategies to attract new potential customers by developing a continuous system of attraction, nurturing, following up and closing.
  • 8. Marketing is ALL about POSITIONING.
  • 9. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM Authority Expert Specialist Generalist
  • 13. Digital Media is the rage The rage is digital media. Specifically, social media. But digital media can not and is not the only pathway to success.
  • 14. DIGITAL MEDIA CAN not FUNCTION IN a silo. E-Mail Marketing Web Site Events Social Media
  • 16. Developing great content. Today, we’re going to go over the crucial steps that will help you leverage great content to generate sales leads and become an authority in your industry. So How do We Become an Authority? D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
  • 17. IT’S ALL ABOUT You need to pin point your target audience and where they congregate online. The key to leveraging any social platform is to create engaging content that connects with your ideal audience in a meaningful way. content You should be creating high-quality content outside of social media and sharing that content on social media to attract your target audience.
  • 19. Development Publish Social Media Web Site Contact Form or CTA Follow Up Sale The content process
  • 21. ATTRACT NURTURE FOLLOW UP CLOSE Zero in on what services and products you offer. Only offer the services/products you love and the ones that you do well. Develop your business model around these services. 1Know your nichE
  • 22. ATTRACT NURTURE FOLLOW UP CLOSE Learn your customers and their problems – inside and out. You will need to determine how your services will solve their problem. You will need to pinpoint a very specific type of customer and solve a very specific problem. 2Know your customer
  • 23. ATTRACT NURTURE FOLLOW UP CLOSE Use your unique business model to develop a special offering that will solve your ideal customer’s problem. 3Solve your customer’s problem
  • 24. ATTRACT NURTURE FOLLOW UP CLOSE Create and curate content that is meaningful to your audience and relates to your offering. 4Create your content
  • 25. ATTRACT NURTURE FOLLOW UP CLOSE Publish your content on your web site. Put each piece of high-value content on a landing page within your site. 5publish your content
  • 26. ATTRACT NURTURE FOLLOW UP CLOSE Engage your audience by broadcasting your high-value content only on the social media platforms your audience frequents. 6broadcast your content
  • 27. ATTRACT NURTURE FOLLOW UP CLOSE Multicasting allows you to distribute one piece of content through many channels. 7multicast your content
  • 28. ATTRACT NURTURE FOLLOW UP CLOSE Multicasting can be done these ways: livecast podcast bookcast mobilecast socialcastblog
  • 29. ATTRACT NURTURE FOLLOW UP CLOSE By distributing high-quality content on social media and through multicasting, the opportunity to reach more people is tremendous. Since the carrot (read: content) is only accessible on your web site, you are driving traffic back to your own media. In this way, the audience members learn more about your business and access the valuable content you’ve produced. In exchange for accessing or downloading the content that was broadcasted on social media, potential customers must provide their e-mail address and other contact details.
  • 31. Say Hello! Use those e-mail addresses, phone numbers and other contact information you collected from distributing your content on social media to interact with your audience. Continue to provide value. ATTRACT NURTURE FOLLOW UP CLOSE 8Contact your Audience
  • 32. Introduce your special, problem-solving offering to your audience, using your new contact info. You might rely on e- mail marketing or continued social outreach or your sales calls to make the introduction. Be sure to have a sales page on your web site that contains all the details about your offering. ATTRACT NURTURE FOLLOW UP CLOSE 9offering meet Audience, audience meet offering
  • 34. Use your follow-up interactions (e-mails, calls, presentations, social media etc.) with your audience to tell them WHY they NEED your offering and HOW they will BENEFIT from it. Use your content to showcase your skills and expertise. Broadcast this content on your social media platforms. Be sure to track your interactions with your leads in a CRM system. ATTRACT NURTURE FOLLOW UP CLOSE 10 Follow up
  • 35. Use the SPIN method to help guide your interactions. Situation Problem Implications Need Payoff ATTRACT NURTURE FOLLOW UP CLOSE
  • 37. Close the deal. The right people will choose to purchase from you. They will chase you. You won’t have to chase them. ATTRACT NURTURE FOLLOW UP CLOSE 1 1 close the sale
  • 38. Give them what they paid for – and then some. This is your time to shine! Treat your new clients gleaned from social media like royalty. Use your offering to solve their problem. Be their hero. ATTRACT NURTURE FOLLOW UP CLOSE 1 2 Deliver the good stuff
  • 39. Let’s talk about content.
  • 40. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM Blogging is the start of great content. The blog is the beginning point of everything shared on social media.
  • 41. Blogging purpose Your blog should accomplish three objectives: Educate your audience. Humanize your brand. Persuade your audience to buy.
  • 43. Types of Blogs Blogs can take on different formats. Traditional Web Site Blog. Podcast. Tumblr. Twitter. Instagram. Facebook. YouTube.
  • 44. Set your goals What are your goals? Before we begin blogging, we have to consider what the objective of the blog is…
  • 45. Include next steps What’s the call to action? After your audience consumes your blog, include at the end the action you want them to take next: Subscribe? Call? Email? Complete a form? Schedule a session? Share on social media?
  • 46. Let’s talk about the social platforms.
  • 47. Finding your place The key is to only engage in networks that are relevant to your industry or allow the best opportunity for you to connect with your ideal clients.
  • 48. Creating the why You should be able to give a solid answer to WHY you or your brand is engaged on whatever platforms you’ve chosen. You ought to be able to create a why for each network. If you can’t, then it’s time to move on. You don’t need to use each and every one of them. Some may not work for your business. Some may be too burdensome for you to manage.
  • 49. Questions to consider Question no. 1 Question no. 2 Question no. 3 Is my target audience using this platform? Are people engaging with me on this platform? Is it relatively easy for me to be consistent on this platform? Question no. 5 Question no. 6 Am I engaging others and being consistent? Can I create opportunities to highlight my products or services? Why, exactly, am I using this network? Question no. 4 ? ? ?  
  • 50. Let’s talk about the social platforms.
  • 51. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? LinkedIn is the world’s largest professional network on the Internet with more than 250 million members in over 200 countries and territories. Executives from all Fortune 500 companies are members. LinkedIn gives you an opportunity to showcase your personal brand and share your expertise, skillset, and knowledge in a valuable way. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is NOT advised. Making recommendations, endorsing your connections and asking for recommendations. Real power is in groups.
  • 52. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Facebook is the world’s largest social network. Nearly everyone uses it. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client. There is a huge opportunity to listen and learn.
  • 53. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social network for those who use Gmail. You can connect and share with the people you’re already communicating with on your Gmail account. Thoughtful posts relevant to your profession, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Using hashtags and continuously posting engaging content. There are multiple groups to join that will either connect you with potential partners and your ideal client.
  • 54. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social networking service that enables users to send and read short 140- character messages called "tweets." 23% of online adults use Twitter. This is a platform for service-based entrepreneurs and industry experts & thought leaders. Short, thoughtful tweets relevant to your profession and interests, along with articles, blogs and news about industry events. Sales-related content is permissible, but not engaging. Continuously showcasing your expertise through ongoing conversations. Follow and jump in conversations using hashtags. The hashtag trend originated on Twitter use them wisely.
  • 55. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Social network that allows you to share your life and interests with friends through a series of pictures. If your business thrives on aesthetics, this is a great platform to visually tease potential partners and customers with your skills. Detailed images and short, 15-second videos that showcase your work. Using hashtags and continuously posting engaging content.
  • 56. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Virtual inspiration board that allows you to share your own content and that of others through a series of “pins” and on various “boards.” Not only can you see what others are doing in your industry, you can inspire others by posting your own content. Most users are women. Pictures, articles, recipes, how-tos that are relevant to your business along with your own, original content. Using strong keywords in your description of each pin. Connecting and re-pinning info from popular boards. Cater content to reach women.
  • 57. BEST TYPES OF CONTENT? LEVERS FOR SUCCESS? WHAT IS IT? WHY IS IT HELPFUL? Youtube is a video sharing social network. Nearly 80% of YouTube users are male. It is helpful because it allows you to tell a compelling story or narrative about your business or products or expertise. Short videos that showcase your expertise or your products. Use keywords in your video description. It is a great tool to market new products, display client testimonials and highlight case studies and other success measures. Leverage other platforms to drive traffic to YouTube.
  • 58. Using the information we’ve learned today about each network, let’s decide on which ones you plan to use for your business. IT’S ACTION TIME! Talk to me Let me know which social networks you are going to use. Tell me why you feel these platforms will work for your business. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
  • 59. ATTRACT NURTURE FOLLOW UP CLOSE BE CONSISTENT. Put together a content marketing calendar to help you get organized and, most importantly, make it clear what the purpose is for every tweet, blog post, video, event and other piece of content you put out there.
  • 60. DIVIDE & CONQUER Divide Your Efforts into Two Categories. Lightweight. The Facebook posts, tweets and other social media content that support other activities and help you engage your audience. Heavyweight. The in-person events, product promotions, white papers, case studies and other meatier forms of marketing that establish a connected relationship with your ideal audience and drive the big results in your business.
  • 61. DAILY CONTENT WEEKLY CONTENT MONTHLY CONTENT QUATERLY CONTENT YEARLY CONTENT Examples: Post a status update, share a news article or blog, pose a question post a photo quote Examples: a blog post, a how-to article, a series of blog posts, a video Examples: Profiles, video interviews, online case studies, archive your presentations to SlideShare or Scribd and share the link, e-newsletter, podcast, customer success story, online magazine Examples: a webinar, an ebook, a white paper or special report giveaway Examples: a conference, live or virtual event (record the sessions to repurpose as blog posts or videos later), annual white paper/ebook, annual report, annual “guide to xyz” CREATE YOUR OWN
  • 62. Here’s Your Chance… Ask Me Anything. Do You Have Any Questions?
  • 63. Ashley Northington DENOR Brands & Public Relations 315 Deaderick Street, Suite 1550 Nashville, Tennessee 37238 Office: 1.855.809.6697 Email: info@denorbrands.com Twitter & Facebook: @ashnorthington | @DENORPR ashleynorthington.com | denorbrands.com