Archives for June 2016
Infusionsoft Secret Sauce: Part Seven – Automated Relationship Marketing Excellence
The final ingredient for your Infusionsoft Secret Sauce, is the blending of scarcity, intelligence, deliverables that meet the objectives of your customer and unique benefits. After this final article, you will have built your automated relationship marketing machine, in such a way that your offer appeals to the marketplace, which you have determined has a problem that you can solve in such a manner that it meets your customers goals and objectives.
What ingredients are needed to make the Infusionsoft Secret Sauce?
In the prior six parts we asked you to define, develop and create the following:
- Your target customer. Who is your Perfect Customer? What are their goals and characteristics? What answers do they want or need?
- Customer pains and problems. Your customer’s pains and problems help us understand the messages we need to use. At what point does the pain of the problem become so great that they need to seek relief?
- Tactics to use. Learn the difference between strategy and tactics. Most of us focus on tactics and alternative between tactics without a clearly defined strategy or target. The tactics we need to use will be evident once we identify our Perfect Customer.
- Customer state of mind before and after your statement of value. What is your customer’s state before they have or use your product? How does your product change this state?
- Strengths, weaknesses, opportunities and threats. Review your accomplishments, lessons learned, where you can improve and what you are good at. Then you will know what external elements exist that you need to be cautious of or can exploit.
- Positioning statement. What is your elevator speech? A good positioning statement will qualify and disqualify products. It should make your prospect either ask, “what does this mean?” or nothing at all.
What is the Infusionsoft Secret Sauce? First, let us make sure we have an understanding.Â
At Viral Solutions, we believe all small business owners deserve a shot at making it big. While we made our name as an Infusionsoft provider, we also provide a wide variety of high-quality digital marketing services, from web and graphic development to social media and copy-writing. We have helped clients in a number of industries to dramatically improve their digital marketing results over the years. Since our founding, we have been featured in the New York Times and the Huffington Post and have become a certified partner of both Infusionsoft and Digital Marketer. Want to get the most out of our services? Schedule a strategic planning session with our team today to lay the groundwork for digital marketing success.
Strategic planning is an organization’s process of defining its direction and making decisions on allocating its various resources to pursue this strategy to achieve the company’s stated mission and vision. It is absolutely imperative that you understand and can articulate your plan, vision and position statement effectively and with fire in your gut.
The secret sauce to successful use of Infusionsoft, or any other SaaS automated marketing platform, does not contain tactical marketing knowledge as its key ingredient. The most successful users of Infusionsoft are smart digital marketers that have a defined strategy. They do not start with a bunch of widgets, gadgets, plugins, API or other integration tools in order to succeed at digital marketing. They start with strategy, not with tactics!
Here is how you avoid paying tens of thousands of dollars going to seminars, live events, paid webinars and corporate universities in order to be successful with digital marketing while using Infusionsoft as one of your tools. We aren’t your standard tech geeks; rather than forcing technology to be a solution to every problem, we apply our outstanding knowledge and sales processes to the technology that’s available to us. This makes for much more effective, streamlined marketing campaigns.
How do you use this information in Infusionsoft to advance the effectiveness of your business?
- You build or modify your core offer so that it addresses your defined avatar's problems. Furthermore, before you ever market your offer you make sure a test audience actually needs it and will pay for it! You can have the greatest idea ever and yes remain unable to get anyone to pay for it.
- You write sales copy for landing pages, blogs and email/social media posts that uses the language your perfect prospective customer would look for. To the point that when they read such, they think to themselves – they get me!
- You create videos, podcasts, e-book/white papers, live events and other deliverables that give away the information that helps your perfect client solve their problem without you by using lead generation pop-ups and free offers.
- You build the processes so that you can splinter your core offer into small parts so you can create trip wires. Here is where you try to change the psychology of your prospect into that of a customer.
- You build the system so that you deliver your core offer quickly, effectively, efficiently and without delay so that your customer is not just satisfied, but very happy they found you.
- You exceed expectations by following up with products or services that exceed your customers expectations and maximize your profit.
- You continue to educate, nurture and promote a valid reason to return to do business with you over and over again.
What does this have to do with Infusionsoft?
Those who have perfected their home brewed Infusionsoft secret sauce never under estimate the psychology of a perfect prospective buyer. Effective and efficient use of Infusionsoft, as with many other similar platforms, requires an understanding of how your customer migrates through your funnel. In Infusionsoft you will be building campaigns that process your prospect through a funnel from a site visit, to a lead magnet opt in, to trip wire, to core offer and upward to your profit maximizer.
Infusionsoft delivers your message. That message needs to be delivered to the right target, at the right time, with the right tone and have the reader feel like you are the best solution to help them achieve their objectives.
Infusionsoft helps you deliver a new product, a new service or a message about your startup. How can you effectively and efficiently educate and nurture your Infusionsoft list without all of the above target market knowledge? How can Infusionsoft do that without having all its components tuned to drive your machine? It cannot!
In order to achieve the status of digital marketing excellence, by using Infusionsoft or any other marketing automation software as one of your tools, you need to assess your views, your actions, your ability to execute on a strategic plan. Digital marketing excellence with Infusionsoft requires a digital strategy that is measurable, actionable, customized to your business plan and has a high impact on your overall success – online and off.
Infusionsoft, as well as any other all-in-one marketing automation software, is only a tool for your business. The information you put in it, how you maintain it, what you deliver with it and how you measure what it does for you is not just the tool itself. To use Infusionsoft like a pro requires a well defined marketing strategy, well trained users in operational management and process designers that get your business model.
Rather than forcing technology to be a solution to every problem, Infusionsoft experts apply their outstanding knowledge and sales processes to the technology that’s available to them. This makes for much more effective, streamlined marketing campaigns. This enables you to nurture and educate a qualified prospect. This enables you to reload with high quality traffic that will convert at a satisfactory and profitable pace.
Together this process, your integrated systems, will make a difference in the lives of those who need YOU!
We know you have bigger issues, but we also know that the best weapon in your sales & marketing arsenal, can help you be more sustainable.
The commitment of time and resources that is necessary at the outset can leave many business owners frustrated or exhausted. We’ve experienced this ourselves in our own business operations, so we know just how unpleasant it is and how it can come close to crushing the motivation you had that led you to start the business in the first place.
This is why being methodical, systematic and strategic is the secret to using Infusionsoft to help run your business better than you can on your own.
We help overwhelmed small business owners duplicate themselves – so business can be fun again. We believe that Infusionsoft is one of the best tools to help you do that. However, and I cannot say this enough, it is only a tool! You have to tell it what to do, what to ask, whom to ask, how to deliver and when to inform you to take action. It is not plug and play!
Reference Links for Infusionsoft Secret Sauce Articles:
- Defining Your Target Market
- Pain Problem Solution
- Online Buyer Psychology
- Determining Your Advantage
- Crafting a Position Statement
- Digital Marketing Excellence
- Automated Relationship Marketing
Thomas von Ahn
Chief Elephant Slayer for Viral Solutions LLC
“Achievement seems to be connected with action. SuccessfulÂ
men and women keep moving. They make mistakes but theyÂ
don’t quit.” — Conrad Hilton
Let's Chat! Set up an appointment with me HERE.
T:Â 888.816.1222Â (ext.101)Â M:Â 920.626.6522Â F:Â 888.816.1222
Setting Yourself Up for More Referrals
You hear a lot about polishing your business’ brand, but do you ever apply that same principal to your personal brand? Perhaps you make new connections at every networking event you attend — great! But are you paying much attention to how you are being perceived? Take a minute to examine your professional image and honestly ask if it aligns with your business goals.
We’ve collected tips for preening your image that can ultimately lead to more referrals – good referrals.
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So you’ve put together a network of people that know about and maybe even have worked with/shopped with your business. Great! But how can you start getting more referrals out of people who are already in your network so that you can expand the size of that network and reach out to new potential clients or customers?
Dress the part. It may seem trite, but first impressions do matter. Pay attention to how you dress. What is your outfit saying about your profession? Could someone guess what you do for a living based on what you wear? Your outfits should align with the kind of work you do — so, if you’re a personal trainer in a three-piece suit, it may confuse people. Make sure that what you’re wearing fits well and complements you. People do notice how you look.
- Be mindful of your social media pages. When social media is so ripe for professional networking, it can be tempting to be 100% brand-minded on all of your pages. While you should maintain a professional attitude, about two out of three posts should contain personal touches, such as updates on your family, hobbies, interests, and goals. As much as people judge your physical appearance, they also judge your online appearance.
- Know your role. When someone asks what you do for a living, be prepared to have a concise, professional reply. Make sure it is as unique as you are, and make it easy to repeat. This will help others refer you in networking situations. Keep it to one sentence, such as, “I specialize in website usability for small businesses.”
- Stick to your word. Being a professional means that you take a professional attitude to all aspects of your work. Be courteous, and always show up to meetings on time. Don’t make promises that you can’t keep, and always follow-up with people. It keeps you fresh in your peers’ minds and leaves a positive impression.
- Be mindful of your nonverbals. Have you ever met someone with an obvious nervous habit, such as laughing or ending every sentence with the same word or phrase, like “Right?” or “You know what I mean?” You may have similar habits that you’re unaware of. Ask a trusted friend or colleague to observe you in networking scenarios and pay attention to any verbal or nonverbal cues that may be off-putting. Your eye contact, posture, and facial expressions are just as important as the words you say, as 80% of perceptions are based on body language.
by Christine Kelly
CEO and Queen Bee | Viral Solutions LLC
Copyright 2016 Viral Solutions LLC
Prior to joining Viral Solutions, Christine held executive leadership roles at some of the largest small business consulting firms in the USA. Her experience includes leading direct reports of over 130 remote sales agents who generated $38mm in annual revenue. She obtained her Marketing degree from British Columbia Institute of Technology. Bring her C-Suite experience to your small business. Although our company is virtual, and we can work with you wherever you are located, she is located in Denver, Colorado and owns a second home in Vancouver, BC Canada.
Viral Solutions LLC is a Digital Marketer Certified Partner and an Infusionsoft Certified Consultant.
We help overwhelmed small business owners duplicate themselves – so business can be fun again.
Infusionsoft Secret Sauce: Part Six – Digital Marketing Excellence
In order to achieve the status of digital marketing excellence, by using Infusionsoft or any other marketing automation software as one of your tools, you need to assess your views, your actions, your ability to execute on a strategic plan. Digital marketing excellence with Infusionsoft requires a digital strategy that is measurable, actionable, customized to your business plan and has a high impact on your overall success – online and off.
Now that you have a well defined avatar (buyer persona and perfect prospective customer), have researched and surveyed your audience's pains and problems, understand the differences between the online and offline buyer, have defined your advantage through a SWOT analysis and crafted your position statement it is time to audit your business so that you can take it to the next level. The results of this audit will help you appreciate what you do well and what you need to take action on.
Viral Solutions is an Expert Member of Smart Insights. They have a chart that we use in our strategic planning sessions with clients and prospects. This tool helps us assess your digital capability and outlook. Your answers help pin point your areas of digital marketing strength and areas that need further consideration.
Assessing Seven Areas of Your Digital Marketing Capabilities
When the team at Viral Solutions brings their minds to your business, you are getting all of our collective experiences. We will never sugar coat the reasons behind our input. We will not withhold our best solutions. We will not limit our implementation strategies. Instead, we tell you exactly how we see it and how you can proceed with your digital marketing to experience the best results. These results will be the sum of your strategy, your defined target audience, your commitment to serve your customer and our process of delivery. That means we are an integral part of your team!
- You would assess your strategic approach as:
- No written strategy
- Prioritized marketing activities
- Defined vision and a written strategy
- Business is aligned with strategy
- Agile and strategic
- You would assess your measuring your digital marketing performance process as:
- Not using regular key performance indicators (KPIs)
- Volume based KPIs
- KPIs based upon last click
- KPIs that measure actions based on weighted value
- Lifetime value KPIs
- You would assess management's buy-in as:
- Limited
- Verbal support but inadequate resourcing
- Sponsor through an increasing investment
- Championing and an appropriate investment
- Integral part of strategy development
- You would assess your resourcing and structure as:
- No specific internal skills relative to digital marketing
- Have core skills and support from an outside agency
- Dedicated department and resources in-house
- Constant certification / education, broad based experts in all divisions and committed leadership
- Excellent blend of internal and external marketing skills throughout the organization
- Your data and infrastructure would best be assessed as:
- No customer database
- Data, tools and IT services are separate
- Systems and data are partially integrated
- Systems are integrated and data comes from electronic and physical in-person sources
- Our approach is flexible, systematized and optimized.
- When reviewing your customer communications your assessment is:
- No integration of customer communication with our systems
- Basic push notifications are somewhat in sync
- Integrate inbound communication only
- Integrated, personalized based upon value actions with paid and owned media
- All forms of media optimized for ROI and maximum CLV
- The customer experience would be assessed as:
- Website is not integrated with our systems and processes
- Digital support for the customer is not personalized to need
- Some aspects of digital inbound queries are personalized to need
- Web, mobile, email and social media are all integrated and our responses can be personalized – inbound and outbound – digital and physical.
- The entire customer experience and our recommendations are personalized and the tone matches our strategy at all points of contact.
From this assessment are you a laggard? In the process of developing your capabilities? Competent and above average? Well above your peers capability? Leading your market segment?
What does this have to do with Infusionsoft?
Infusionsoft, as well as any other all-in-one marketing automation software, is only a tool for your business. The information you put in it, how you maintain it, what you deliver with it and how you measure what it does for you is not just the tool itself. To use Infusionsoft like a pro requires a well defined marketing strategy, well trained users in operational management and process designers that get your business model.
REMINDER: The secret sauce to successful use of Infusionsoft, or any other SaaS automated marketing platform, does not contain tactical marketing knowledge as its key ingredient. The most successful users of Infusionsoft are smart digital marketers that have a defined strategy. They do not start with a bunch of widgets, gadgets, plugins, API or other integration tools in order to succeed at digital marketing. They start with strategy, not with tactics!
To achieve digital marketing excellence with Infusionsoft means you have integrated it with every aspect of your business sales and marketing process at a minimum.
Infusionsoft pros are agile, strategic, KPI nuts, developers of systems that match their business model, flexible, systematized, optimized, integrator of everything digital as well as non-digital – they know that the customer experience needs to be balanced with the organizations needs for data and metrics that can be managed.
What happens when an Infusionsoft subscriber does not use the secret sauce?
They try tactic after tactic until they either find what works or they run out of money.
Here is a list of marketing tactics that many small businesses waste money on when they do not employ strategy at a high level.
Word of mouth – email marketing – new website – products nobody buys – SEO – social media – SEM – public relations – print collateral – video production – print and digital advertising – live events and trade shows – discounted offers – multiple sales channels – partnerships – joint ventures – direct mail – surveys – giveaways – branding – logos – lead generation – outbound telemarketing – fancy presentations – sales tools and software – virtual assistants.
Ever waste any money on any of those?
In our next article we will discuss how to take the key ingredients of the Infusionsoft Secret Sauce and put it all together into an agile and methodical plan so that you know exactly what you need to do to stay on top.
Here is how you avoid paying tens of thousands of dollars going to seminars, live events, paid webinars and corporate universities in order to be successful with digital marketing while using Infusionsoft as one of your tools.
Reference Links for Infusionsoft Secret Sauce Articles:
- Defining Your Target Market
- Pain Problem Solution
- Online Buyer Psychology
- Determining Your Advantage
- Crafting a Position Statement
- Digital Marketing Excellence
- Automated Relationship Marketing
Copyright 2016 Viral Solutions LLC
by Thomas von Ahn | Chief Elephant Slayer
We help overwhelmed small business owners duplicate themselves – so business can be fun again.
Viral Solutions LLC is a Digital Marketer Certified Partner, an Infusionsoft Certified Consultant, a Google Partner – Certified in AdWords.
Long Tail Keywords: From what to why
Long tail keywords and long tail key phrases are those keywords that are more specific, less common, draw less traffic and are potentially harder to refine than head keywords. If that is the case, why are they so valuable? Why should a web site owner optimize for long tail keywords? What is the definition of long tail keywords?
Definition of Long Tail Keywords
HubSpot defines a long-tail keyword as a keyword phrase that contains at least three words, is a very targeted search phrase and often contains a head term, which is a more generic search term of 1 or 2 words in length. WordStream states further, that Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase. Yoast believes that long tail keywords have a higher conversion value when they are used to focus on a specific product or niche.
Develop Your Marketing Strategy through Strategic Planning Sessions. This service digs deep into your processes, systems and strategy. During your session, we make sure you have defined, rigidly and systematically, your perfect prospective customer. This definition must include the obvious demographics as well as the psycho-graphics. We then test your willpower to prove that your approach, tactics, messages and core offerings match what that perfect prospective customer is looking for. It is absolutely imperative that you understand and can articulate your plan, vision and position statement effectively and with fire in your gut. We help you accomplish this.
Here's an example of a long tail keyword
How are long tail keywords used? Let's get a specific example. If you sell used cars, you most likely have a wide variety of makes and models, but something on that lot of yours tends to be there constantly. Not only do you sell this particular used car, you consider yourself an aficionado. For the sake of discussion, let's use a “Ford Mustang” (head keyword) as an example. In this example we are going to assume that you know the “1968 Ford Mustang Shelby GT500” (long tail keyword phrase) like the proverbial back of your hand.
Optimizing your blog articles, where you spew those adoring words, will draw very specific traffic by using the specific long tail keyword “1968 Ford Mustang Shelby GT500”.
What is the advantage of optimizing for long tail keywords?
- Relevant traffic. Since long tail keywords are more targeted, more specific and well tuned for the phrases your future customer searches for, the quality of your traffic and thus your conversions rates will increase, since the content on that page is more relevant to the searcher.
- Less competition. The keywords you choose to advertise against determine the cost of gaining a site hit. The broader the keyword, the higher the demand, the higher the cost. The more specific, the less competitive based upon global monthly searches, the lower the cost.
- Fewer negative impacts to your business. When your main keyword takes a hit for your head term on the search engine ranking page that can have a long lasting negative effect. Conversely, you can regain your ranking quicker when you lose position for a longer term phrase. This gives you more flexibility.
- Fat head and long tail. Including your single head words in your long tail keyword phrases (Ford Mustang as compared to 1968 Ford Mustang Shelby GT500) helps gain traffic on what is typically a tough keyword. Pages with competitive terms can gain traction when you optimize and link them all together. The top 1,000 keywords account for 18% of the traffic. Moz states that long tail keyword search accounts for 70% of the traffic.
What tool can be used to target long tail keywords?
To drill-down and find how much competition exists and the number of global monthly searches it would be wise to use tools that give you those facts. These tools can help you find long tail keyword phrases when you start with your known single keywords. Meaning, if I search for 1968 Ford Mustang I also find the word fastback attached. Google has a keyword planner where you can get historical statistics and see how keywords may perform. HubSpot has a keyword grader that helps to get more granular.
Where's the stuffing? Let's be clear here!
According to Wilipedia, “Keyword stuffing is a search engine optimization (SEO) technique, in which a web page is loaded with keywords in the meta tags or in content of a web page. Keyword stuffing may lead to a website being banned or penalized in search ranking on major search engines either temporarily or permanently. Keyword stuffing had been used in the past to obtain top search engine rankings and visibility for particular phrases. This method is outdated and adds no value to rankings today. In particular, Google no longer gives good rankings to pages employing this technique.”
This is not what we are condoning here. We are talking about using well researched keyword long tail phrases, which is the basis for all search engine optimization, without which, everything else is pretty much useless.
Strategy is useless without measuring the results
In order to improve your long tail search strategy you need to analyze the results. Items you should measure are traffic oriented. How much traffic can be assigned to a certain long tail keyword phrase? How useful was that traffic? What landing pages outperformed the other in your call-to-action split test? Which keywords converted to sales? What effect did each long tail keyword have on your bounce rate, time-on-page. For those who sell on a subscription basis you can eventually use this data in your customer acquisition costs. To paraphrase Ryan Deiss, once you have solidified your measurable, polish your diamonds and toss your turds. This is when I want my client to throw gasoline on that fire!
What's the secret to long tail keyword use?
By refining and honing in on longer, quality, more specific long-tail keywords in your AdWords campaigns, you rank higher on relevant searches without having to pay a click rate that you deem to not be affordable. The trick is to find a reliable, renewable source of long-tail keywords that are right for you and for your niche.
Now that you understand the basics
Selling something online requires not only a really good product that the public wants, needs and is willing to pay for. You also need to be aware of how your audience finds what you have to offer. Unfortunately, the best product and the best organization with the fanciest web site is not who usually wins. It is who knows their audience and how they find what they want and where they look! If you understand this you can reverse engineer everything we just talked about.
In many markets the competition is fierce, dominated by huge corporations, expensive to compete with and can wipe you out the second they find you have a leg up. If you want to rank, draw relevant high quality traffic that converts on your web site, you must perfect long tail keyword optimization and analysis.
When your avatar is crystal clear, your product is amazing and you know and understand how your prospective customer searches for what you offer – the better you will rand and the more effective your advertising spend will be.
If you would like to learn more about optimizing your content for long tail keywords so you can improve your results, contact me at Viral Solutions – I do this for a living – every single hour of every day for every kind of business you can imagine.
Copyright 2016 Viral Solutions LLC
We help overwhelmed small business owners duplicate themselves – so business can be fun again
Viral Solutions LLC is a Digital Marketer Certified Partner, an Infusionsoft Certified Consultant, a Google Partner – Certified in AdWords and a Mobit Certified Partner.
Infusionsoft Secret Sauce: Part Five – Crafting a Position Statement
Stand your ground, stake your claim and pick a side – by crafting a position statement. You have a prospective customer that has a problem that needs to be solved, you can provide a solution, but how does the prospect know that if they haven't talked to you. By reading all your content? That would be your ultimate outcome, but it is not reality, because your prospect is busy. You need a few lines that state whether you are for or against an issue, topic, method or idea.
Have you ever been asked what you do? You open your mouth and wonder where to start, only to talk about yourself. NOT! You answer with a position statement!
In this article, part five of the series, you will learn how to carefully craft a solid position statement.
What does this have to do with Infusionsoft?
Infusionsoft helps you deliver a new product, a new service or a message about your startup. How can you effectively and efficiently educate and nurture your Infusionsoft list without a concise position statement?
First let's recap. Keep in mind, that at this stage, you have already defined your perfect prospective customer (avatar) and you know what their problems are – you even completed your own SWOT analysis. Now you need a concise, compelling statement that says it all – without rambling or grasping for words.
Furthermore, a great position statement will help your writers, designers and campaign creators stay on point. Your position statement is an internal tool that helps you maintain focus on your brand.
Your position statement is intended to garner a reaction when a prospect asks you, “what does your company do”?
REMINDER: The secret sauce to successful use of Infusionsoft, or any other SaaS automated marketing platform, does not contain tactical marketing knowledge as its key ingredient. The most successful users of Infusionsoft are smart digital marketers that have a defined strategy. They do not start with a bunch of widgets, gadgets, plugins, API or other integration tools in order to succeed at digital marketing. They start with strategy, not with tactics!
Here is how you avoid paying tens of thousands of dollars going to seminars, live events, paid webinars and corporate universities in order to be successful with digital marketing while using Infusionsoft as one of your tools.
Infusionsoft Secret Sauce: Crafting a Position Statement
Strategic planning is an organization’s process of defining its direction and making decisions on allocating its various resources to pursue this strategy to achieve the company’s stated mission and vision. This service digs deep into your processes, systems and strategy. During your session, we make sure you have defined, rigidly and systematically, your perfect prospective customer. This definition must include the obvious demographics as well as the psycho-graphics. We then test your willpower to prove that your approach, tactics, messages and core offerings match what that perfect prospective customer is looking for. It is absolutely imperative that you understand and can articulate your plan, vision and position statement effectively and with fire in your gut. We help you accomplish this.
Creating a position statement from scratch is not an easy task. However, armed with a well defined avatar, knowledge of what problems they have and how your core offer can provide a viable solution to their problem – this critical ingredient to your Infusionsoft Secret Sauce – will become much easier by following a formula that has those components at its foundation.Â
Be mindful of the following items when crafting your position statement:
- Keep it simple. You must be able to recite this at the snap of a finger. It must be memorable and tailored to the tone and words your target market uses.
- Paint a picture for the mind. Your well crafted position statement will paint a picture in the mind of your prospective customer that differentiates you from those who claim to be as good as you are.
- It states what you deliver and is credible. One of the components of the position statement says what you do and without being said, it states what you do not do. Your company can deliver!
- It is yours and you own it. When you shout out your position statement, you have to feel like this is you and it is what you believe. It is yours regardless of who helped you create it. Now own it!
- Your staff can now use it to make decisions. A well crafted position statement says what you do and who you do it for. It also alludes to and hints at what you do not do and who you do not work best with. That helps immensely with your marketing decisions and makes sure your team is consistent, which are key components to a stable and sustainable organization.
- Fuel for growth. When you nail it, it becomes central to your differentiating claims. It gives you confidence in the space you own. It supports the products and services you choose to add. It helps you hire the right people who get what you do. That is fuel for growth. A great position statement becomes something you paint on the walls, put on your web site and plaster on your printed media.
The Formula for crafting a position statement
“For [target customers with these problems], the [company or brand name] is the leading [category differentiation] that provides [unique benefit] unlike [competitors] because [this is what we believe] and [this is how we are unique].”
It is important to understand that the above formula is to be used as a guide, not as an absolute flow of your position statement. Before we show you some samples of well crafted, on-point position statements that make sense and paint a picture into the mind of a prospective customer we would like to thank Greg Head, Chief Marketing Officer Forever at Infusionsoft, who helped guide Viral Solutions deeper into excellence through his brilliance and willingness to collaborate and refine our own strategy.
Five Sample Position Statements
“Viral Solutions helps overwhelmed small business owners duplicate themselves so business can be fun again.”
“Infusionsoft is the leading sales and marketing software that helps true small businesses to get organized, grow sales and save time.”
“For those seeking relief from digestive issues, Dr. Liz Cruz, is the leading expert in digestive health, teaching you the truth on how to alleviate your symptoms, unlike others who just want to put a miracle pill in your hand. This is your life, it is your time – get it back!”
“For the franchisee that feels misunderstood and it time strapped, Funding Solutions makes the financing process feel smooth and painless. Funding Solutions knows your brand and how unique your challenges are. We work for you to properly structure transactions that help fuel your growth and keep you on the road to success.”
“For CFO's, audit executives and other leaders fighting fraud, John Hall is your best choice for tailored turn-by-turn instructions to your Anti-Fraud Battle Plan. Unlike the big firms, we have the answers that will unshade the truth and manage your fraud risks.”
As you can see the formula helps you find the words that are meaningful to your preferred audience. The formula is then used to rearrange the statement so it flows. It must be effective, it must contain the key components that are relevant to your brand and core offer. Most importantly, your position statement has to be your point of differentiation. It must be meaningful and convincing.
It is not designed to answer all your prospects questions. You know you have nailed it when you answer the question, “what does your company do?” – and you get one of two reactions:
- What do you mean by [insert benefit to learn more about]?
- While answering with your position statement, they gaze over your shoulder or act disinterested. [perfect – they are not your prospect – you just segmented your list]
In thirty seconds or less you just segmented your list of perfect prospective customers. After all, segmentation is the key to building your digital marketing machine.
Reference Links for Infusionsoft Secret Sauce Articles:
- Defining Your Target Market
- Pain Problem Solution
- Online Buyer Psychology
- Determining Your Advantage
- Crafting a Position Statement
- Digital Marketing Excellence
- Automated Relationship Marketing
Copyright 2016 Viral Solutions LLC
by Thomas von Ahn | Chief Elephant Slayer
We help overwhelmed small business owners duplicate themselves – so business can be fun again.
Viral Solutions LLC is a Digital Marketer Certified Partner, an Infusionsoft Certified Consultant, a Google Partner – Certified in AdWords.