If your pandemic pivot feels more like a tornado than a pirouette, you may be missing three key components of marketing in flow. After all, there's only one reason why we'd be stuck in anything we do: it means we're moving away from our natural talents.

 

Here are three tips for remaining in flow when tackling your next marketing campaign.

 

 

1. Link your sales funnel to the customer decision-making process

 

Generally, potential buyers go through four stages in their decision-making process. When you link your sales funnel to your avatar's decision-making, you have an opportunity to connect with them at every point.

 

Suppose you've decided to post something on Facebook as part of your marketing strategy. Now consider your avatar's online behaviour.

1. The awareness: Are you talking to me?
They're browsing through their newsfeed keeping up with memes, friends' updates, politics, health news, and the latest on COVID-19. All really general.

 

Suddenly, they see a post touching on a problem they didn't even know they had! It feels like the message is directed only at them. It stops them in their tracks because they feel heard.

2. The transformation: Wow! This could really change things.
Suppose they've seen your post and they're now on your landing page where they take the quiz/watch the video/read the story/interact with the group, and they learn something new about how to solve their problem in a way they haven't tried before.

 

In that moment, they are transformed instead of just informed. It is their "Wow!" moment.

3. The exchange: Is this where I give you my information?
Now that they're comfortable knowing you understand their problem and you have the solution, they'd be happier to provide you with their contact details in exchange for more information.

 

This could be a newsletter sign-up, an ebook download, request for a call, or a purchase.

4. The community: Everybody, see what they're doing!
They're so happy with their purchase that they become your biggest fan, tell everyone about you, and become an ongoing community member, client, or partner.

 

By meeting your avatar at each level of their decision-making process, it brings the added level of intimacy that sets you apart from the others and makes your funnel unique.

 

 

2. Play to your strengths

At its core, marketing is about creating value and then leveraging that value. Does this sound familiar? As members of GeniusU, we should all be familiar with the wealth formula: WEALTH = VALUE X LEVERAGE

 

For example, if you're selling something to the value of $10 to 10 people, your revenue will be $100.  There are two ways to increase your revenue: Either increase the value or increase the leverage.

 

When you're in the role of the marketer, you're either creating value or leveraging value and in order to run promotions that work, you best be tapping into your flow.

 

Dynamo and Tempo create value:

1. Dynamo: intuitive thinking creates value through innovation (new products, systems, and ideas)
2. Tempo: sensory thinking creates value through timing (buying low, selling high, timing the deal, and relationship building)

Blaze and Steel leverage value:

1. Blaze: extrovert action leverages value by magnifying (increasing to the highest level: how can this be done with only me?)
2. Steel: introvert action leverages value by multiplying (decreasing to the lowest level: how can this be done without me?)

So are you more of an intuituive Dynamo or a sensory Tempo? Should you leverage by magnifying (Blaze) or should you be leverage by multiplying (Steel)?  Check your Wealth Dynamics report for your unique breakdown of Genius frequencies.

 

 

3. Link your natural strengths to your customer's decision-making process

In tip number 1, we broke the customer decision-making process into 4 stages. Here's the gem... each stage in their decision-making process requires a different frequency. To get into marketing flow, use your Genius frequency as a guide for which areas you should be focusing on, what skills you should be learning, when you should be outsourcing, and how you could collaborate with others.

 

1. Stage 1: Creating an awareness requires Dynamo frequency as it's all about strategy development and creating content that catches the eye.
2. Stage 2: Encouraging engagement and transformation requires Tempo frequency as you create value through relationships and regular, timely interaction on an individual and group basis.
3. Stage 3: During this step, you tap into your Steel energy so you can simplify, multiply, and automate the processes that faciliate a commitment. This could be in the form of a newsletter sign-up, an ebook download, request for a call, a purchase, or whatever you deem to be a fair exchange of time and money.
4. Stage 4: Now that you have a happy customer, your Blaze energy is about magnifying your successes as your relationships grow as your brand grows.

 

Some self-reflection

Consider your unique combination of Dynamo, Blaze, Tempo, and Steel, which parts of the sales funnel should you be focusing on, what skills should you be learning, what should you rather be outsourcing, and how you could collaborate with others?