How To Do Internal Marketing The Right Way

Russell Brunson often talks about finding your 'Blue Ocean'. This concept was from a great book actually called 'Blue Ocean Strategy'. This concept refers to 'the creation by a company of a new, uncontested market space that makes competitors irrelevant and that creates new consumer value often while decreasing costs' OK, so what does this mean to you?

It means when everyone zigs, you zag. It means, entering a crowded marketplace is a hard journey, and an uphill battle you want to avoid at all costs. Meaning, go where the abundance is at.

HOW DOES THIS APPLY TO GETTING Customers? The one thing business owners always talk about are strategies to 'get new customers'. All the services they provide revolve around this concept (FB advertising, *new tech, local advertising, etc). In addition, the concept of generating 'new customers' is the core objective most businesses have (it's all they know). Now, there's nothing wrong with this approach if it actually works (drives in new business).However, it's not the only way to increase sales for local businesses. A BETTER APPROACH TO GROWTH LIKE WHAT?

We'll it's our secret weapon. It's a Blue Ocean.

It accomplishes the core goal of 'business growth',

but with a different approach. We call it 'internal marketing' Yeah, we have turn-key processes and systems we use to help businesses increase revenue

by marketing to their existing customers. Contrary to what you may think on how internal growth works, most consultants that attempt it

go about it wrong. There's a special way you have to do internal marketing

to truly make waves for business owners.

THE RESULT?

> More revenue

> More clients

> Long-term clients (we have clients that's been with us over 5 years! talk about strong retention)

THE BEST PART This market is wide-open! This concept of business growth applies

to just about EVERY NICHE, so you'll

never have saturation. It's beautiful!

3 Ways To Improve Business

1. Charge more: Increase prices

2. Get more: Get *new customers. This is typically done through advertising.

3. Sell more: This appeals to getting ‘existing’ customers to come back more often.

If you think about it, most local businesses only focus on generating new customers as their growth engine. However, generating new customers is not the lowest hanging opportunity to grow their business.

The easiest opportunity is to increase customer frequency. Meaning, to get existing customers to come back more often. If you think about it, it just makes sense. If a business can get a regular that comes in 1x a month in 2x per month, they’ve just doubled sales. I know it will never work out that perfect, but conceptually this should make sense.

Why Getting Customers To Come More Often Is A Good Move

• Marketing Metrics state that the chances of selling to new customers are 5-20%, whereas with existing customers it reaches 60-70% – Gartner

• It is generally recognized that acquiring new customers costs between 4-to-6 times more than to get existing customers back again.” – Gartner

• Repeat customers generated three to seven times more revenue per visit. – Adobe

• Compared to first-time shoppers, repeat customers are 9 times more likely to convert. – Adobe

BOTTOMLINE: Marketing to existing customers is ALWAYS profitable. The concept is principle-based, and it just makes sense.

What Every Business Understands

1. What business do you know that does not want customers to spend more and come more often?

2. What business do you know that does not value repeat customers?

I know, these appear to be loaded questions. My point is for you to understand the simplicity of what we’re doing, so you can confidently get clients with ease. Every business wants customers to come more often and spend money with them, and they ALL value repeat business.

It’s important you understand this simple fundamental concept because increasing customer frequency is the building block on how you will unlock unlimited local clients.

THE 3 QUALIFIERS TO LOOK FOR

If you want to get paid long-term (not a few months), then make sure you follow these qualifiers:

1-RECENCY: The business must have customers that come back often. Once every 5 years is not recent. 1-2X per month is recent.

2-REPEAT: The business must have the ability to have repeat customers. Meaning, although a fence company could use database marketing, most customers will not need another fence for at least 5+ years. However, a dry-cleaner has embedded ‘repeat-ness’ because a customer could get their closed cleaned multiple times per month. Make sense?

3-UPSELL/CROSS SELL OPPORTUNITIES: Some industries may not fit the criteria of extreme recency and repeat business for their ‘main product/service’, but if the business sells other products/services that compliment the core product, then internal marketing will work.

EXAMPLES

> CARPET CLEANER: They can put their customers on a 90 day follow up sequence and automatically remind them of their next cleaning, instead of hoping the customer will call back.

> RESTAURANT: They can build a database of their existing customers and send flash offers as a mechanism to get customers to come in and spend more.

> CHIROPRACTOR: Although their customer may come in 1x per month for and adjustment, they may sell side services such as massage/health & nutrition, etc.. They can leverage their client database to drive more sales.

WHAT SYSTEMS DO YOU NEED TO DO INTERNAL MARKETING THE RIGHT WAY?

You need 3 key components to deliver outstanding results

1. SMS: Text message marketing

2. EMAIL: Ability to send emails to customers

3. TRACKABLE COUPONS: You need a system that builds and tracks mobile optimized coupons

Bottom-line, no matter the niche, marketing to

a businesses existing customers is ALWAYS a win.

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