Driving targeted prospects to
your website, capturing their contact information and closing
a sale can be difficult without four basic elements of
marketing:
- building the relationship,
- keeping clients informed,
- aligning your brand and
- selling (closing the deal).
When these segments are
implemented properly, you have developed a B.I.A.S.
towards your company, resulting in an advantage and
influence over prospects that sets you apart from competitors.
What is
B.I.A.S. Marketing?
B.I.A.S. Marketing drives prospects to your
website, increasing your ability to capture important contact
information for future sales. When implemented correctly, you
leverage your chances to identify, attract and capture
targeted prospects and then turn them into loyal clients.
Elements of
an effective B.I.A.S. Marketing campaign include:
Building and maintain relationships. Develop an
unfair advantage over competitors. Provide products and
services that create two-way communication between potential
prospects and your business. To accomplish this, first know
who your target customers are. You can identify these
individuals by breaking your ideal target audience into the
smallest category possible of individuals who specifically
want and need your services.
Once you have matched your
product or service with the right prospects, focus on the
problem that troubles them on a daily basis. Present your
workable solution that solves the problem, and viola, you
become their go-to person and problem solver. You have created
the beginnings of a potentially profitable long-term
relationship. Continue solving problems and you will have
clients for life.
Inform. Provide general information or resources
for your customers. Become passionate about your clients’
customers and products. Gain their attention by supplying
information that demonstrates your interest and commitment to
their success.
For example, keep abreast of
new technologies that may impact their industry, send
informative articles, monitor trends, and introduce them to
your network of non-competing clients, which may open doors
for joint venture opportunities or affiliations. Take it for
granted that clients’ memories are short. They may not even
remember you even when they need your services. Strengthen the
relationships by communicating frequently and the doors for
profitable business opportunities with remain open.
Align.
Stay in tune with your branding or overall business
objectives. Never forget your ultimate goals: creating
long-term profitable relationships and loyalty between you and
your customers.
Ensure that every time you
“touch” your client, i.e. communicate in some manner, the
connection advances your objective and can be easily
associated with your company’s mission and purpose. In other
words, stay true to your own business objective and
personality and at the same time, become a valuable asset in
the client’s mind.
Sell.
Supply methods to close the deal. Your ultimate goal is to
make the sale. To accomplish this, create a clearly defined
Value Positioning Statement (VPS), or as it is sometimes
called Unique Selling Proposition (USP), and include the
following as part of your B.I.A.S.
Marketing strategy:
- Market your solutions and
benefits, not features, and integrate that core marketing
message into everything you do. Assume your customers are
unaware of everything you do
- Communicate your
capabilities regularly with a well-defined stay-in-touch
program
- Maintain an up-to-date
customer database, regularly telling prospects what actions
you want them to take
- Make it as easy as possible
for prospects to conduct business by eliminating risk
- Make your website
assessable and pull them in for the sale. Provide several
ways for them to contact you and/or purchase your product.
By implementing this
B.I.A.S. Marketing strategy your target prospects will
come, purchase and return. You will achieve your ultimate
business objective of gaining loyal customers and creating
profitable relationships. |
Message
from Denise Trifiletti of 
