As an Expertpreneur®, you know your audience inside and out.
You've researched their fears, frustrations, and problems… gotten to know their hopes, dreams, and aspirations… and have created a detailed Ideal Client avatar that represents the characteristics of the type of clients you want to attract to your business. All valuable intelligence you need for success.
Unfortunately, most Expertpreneurs® assume this is all you need to get by. They lump their entire market into one group and never bother to go any deeper than that.
The fact of the matter is, no matter how well you know your target audience, your Ideal Client avatar doesn't take into account individual differences. What one prospect wants and needs versus another, and the current reality of one prospect versus another.
Frankly, if you want to develop the business of your dreams and become an elite Expertpreneur®, you need to be able to customize each person's experience according to their needs. That's why today I'm showing you a few simple ways to get the answers you need… and wow your prospects with a personalized experience.
You'll discover just how different each of your prospects can be…
How you can find out exactly what they're looking for…
And the simple way to develop a system to create a personalized experience for each and every prospect.
Your Prospects Aren't All the Same
When you did your prospect research, did you notice any differences among your target market?
Chances are in reading Amazon.com reviews, going into forums, and talking with people one-on-one you encountered a broad spectrum of personalities. People who had common hopes and dreams, as well as fears and frustrations, but were in different places in life and saw the world differently.
The fact is, even though your target market is on the same page with what they want, they are all different people. And should be treated as such.
If you offer a book as a lead magnet, some will read it cover to cover, and some will just skim through. Those two groups have different needs. And it's up to you to know who does what and respond accordingly.
Think about it this way: how do you feel when you sign up for a mailing list and get emails that don't pertain to you? Frustrated, right?
What's even more annoying is when you purposely ignore them, yet you continue to receive communications on that same subject over and over again. It's as if the marketer is completely tone deaf to your needs.
On the flip side, what if that marketer could tell just by your not responding to an email or two about a webinar that you're not interested? And instead of bombarding you about the webinar, they sent follow-up communications asking you what it is you do want and gave you that instead?
This is how Infusionsoft 2011 Marketer of the Year Jermaine Griggs built his business, HearAndPlay.com
He started out helping people learn how to play music by ear. However, even though that was the general goal of his target market, he knew that people had different interests. While one person wanted to play the piano, another would want to play the trumpet, and so on.
So he customized his communications through Infusionsoft CRM to find out exactly what his prospects needed right off the bat, and only sent them relevant communications. This transformed his $70 investment into a multi-million dollar business.
And the good news is, you can easily do this in your business. All you have to do is ask the right questions and pay attention to what your prospects are and are not doing.
How Can You Know Who Wants What?
Frankly, the best time to find out what your prospects want is when they enter your world.
Think about it, when they're on your landing page for your lead magnet, they're excited.
They like what you have to say, and want to see if you can help them solve their problems and achieve their goals.
So, in addition to asking for their name and email address, ask them what their most pressing needs are. Include a list of three or four options in a tick box, and they'll tell you what you need to know. Effectively raising their hands and saying “help me with this.”
With this information, you can give them exactly what they want, as well as avoid giving them what they don't want. All by putting together a series of communications that takes them down the appropriate path for them, and generates sales for you.
Now, once they're in your world and they're going down different communications paths, they're going to take certain actions. And it's absolutely vital that your communications change based on those actions.
You see, it's not just what they do that matters. What they don't do is just as important.
For example, if you send out a series of emails leading up to a webinar, you're going to have prospects who do not sign up for it. So, what do you think is the best course of action?
The answer is not continuing to bombard them with emails about the webinar. Sure, a few of them may have just missed them. However, it's more likely that they weren't interested at the time.
So, you need to find out what they are looking for. Ask them, why did they not participate in that topic when they indicated that's what they wanted? They may very well have a good reason.
When you start asking these questions and give people what they want, you'll get to know them well. They'll become very open and trusting of you. Which will ultimately lead to more sales.
This brings me to an important point: don't limit this attention to just your prospects. You should customize your customers' and clients' experience no matter how long they've been with you or how much they've purchased.
As long as you show how much you care and give them what they want, they'll be more likely to stick with you for the long haul. You'll generate a legion of lifetime customers who sing your praises to the world and spend a lot of money with you.
And best of all, you'll trounce your competition, because chances are a very small percentage of them are bothering to do this.
Anyway, you're probably wondering how you can keep track of all of this, let alone make sure your communications are reaching the right people… Well, the good news is it's super simple if you let technology do the heavy lifting for you.
Why Automation is Your Best Friend
I've talked a lot in the past about the power of CRM in your business.
Frankly, it makes your life as an Expertpreneur® exponentially easier. When you develop any sort of marketing system, communication series or funnel, you simply create the pieces and plug them into the software. Then your CRM software does all of the hard work for you – it sorts your prospects and customers into separate categories, makes sure they receive the communications they request in a timely manner, and sends out your follow-ups without you having to lift a finger.
All you have to do is monitor it here and there to make sure things are running smoothly. It's perfect for a busy Expertpreneur® like yourself.
So, imagine how great this can be for customizing your audience's experience. Since CRM software excels at segmenting, you can create communications for every major pain point you have uncovered, and let your CRM software direct your prospects and customers where they want to go.
Now, the flip side is, certain CRM software options can be pricey. And the technology can be overwhelming at first.
If you are able to invest in a powerful tool like Infusionsoft , that's great. It's a wonderful program that will boost your business tremendously.
However, if that's too steep, don't worry. You can do all of this without an expensive system.
One great option is Aweber , a very popular and inexpensive autoresponder software, combined with AW Pro Tools, a great plug-in. Together, they offer many of the features you find in expensive CRM software at a fraction of the price.
To illustrate, Infusionsoft starts at $200 a month. It's absolutely worth that price, but I understand that can be a lot, especially when you're starting out.
Aweber is $19 a month, and the ProTools plugin (which you can get a free trial) is $30 a month. So, in total, you're spending $50 a month for a lot of the same features. That's a 75% discount.
If those costs still concern you, you can start out by doing surveys with survey monkey. Their basic (free) plan lets you conduct surveys with 10 questions at a time and allows for 100 responses. Plenty of opportunity to find out what your audience is looking for!
No matter what method you choose, having a little technology to help you out makes this process simpler. And it's key to a stress free, successful Expertpreneur® business.
Take Your Business to a Whole New Level
Honestly, once you start customizing your audience's experience, your business will grow faster than ever.
Your prospects won't just buy one product and then disappear. They'll be so happy with you because you care enough to give them personalized attention, they'll spread the word to others. And they'll stick around for much longer.
The fact is, in doing this you'll be a rarity among your competition. Most businesses don't bother to customize their audience's experience. Think about how that will impact your audience's opinion of you.
You'll see a huge boost in engagement from your audience… far less opt-outs from your communications… and ultimately more lifelong fans who sing your praises and experience the transformation over and over again. Bringing your business to a level you've always dreamed of.
What are you waiting for? Start customizing your audience's experience today, and become an elite Expertpreneur®.