This webinar was presented by Bob McGinnis, principal, Robert McGinnis Consulting
Response responsibility. First, the basics. What you need to do is prove you will get a response for their message in a good delivery medium.
A changed buying journey. We know that people go through about six steps of the buying journey before they ever contact or go to a store.
Who gets the blame for poor sales? In a word, you. When digital advertising doesn’t seem to work for the advertiser, they first blame the media. The second person getting blame is your ad rep.
The real stumbling block. Business websites often ask too soon for information from a user/potential buyer. But retailers really need to identify who is a potential lead and how far along they are in their buying journal.
Measuring readiness to buy. There is now software that can gauge the readiness of a consumer to buy and help identify them.
The key is getting consumers to identify themselves. You want to essentially bribe people into taking interest in what the advertiser is selling. For instance, at Bob McGinnis’ website, an ebook on sales training is free, but anyone who wants it must first fill out a form asking for email, publication, job title and a “how can I help you?” question, which turns out to be incredibly helpful in turning users into buyers.
Where are you, prospect? Digital platforms can tell where people are in the buying process, giving you insights into the prospect. When McGinnis finally calls to pitch his business, he often has sales managers tell him, “I’ve been telling advertising reps about you, been sharing the videos on your web.” By this time, they are like old friends.
Bob McGinnis said it: “You have to have something more on your website than ‘download our brochure.’”
A restaurant case study. In a tourist-oriented town, the consultant first looked at data from Square. They discovered that a relative sliver of diners were going to the restaurant 12 or more times a year, but they were generating far more revenue than other occasional or one-time patrons. The restaurant segmented those people, created a special “club” for them and special events.
Newspaper application. First, realize your newspaper has rich resources, with email lists, data histories and social media. Newspapers can offer their own bribes, such as a free ebook. One newspaper client of Bob McGinnis is right now offering his “10 Advertising Myths That Are Costing You Money.”
Bob McGinnis said it: “You have this unbelievably large audience. Think about what they need and what you can give them. Then as you move them forward through the funnel, you know more about what they want and how you can give them the response you are looking for. At the beginning, you answer why advertise at all, and then guide them through the process, talking about your delivery prowess, etc. toward the end of the funnel.
Shout out to Bob McGinnis at the end of the funnel. Contact him at me@robertmcginnis.com or 631-903-4688.
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