Are you pursuing a profitable strategy or chasing short-term tactics?
This is one of the most important questions you will ever answer about your business.
It’s not an either-or decision.
You need both strategy and tactics.
The question is where is your primary focus?
Strategy is your large, overall plan. It’s includes the customers you plan to attract, how you plan to attract them, and how you turn your relationship with them into lifetime income.
Tactics are the day-to-day nitty-gritty. Which type of Facebook ad should you create? What should the daily budget be? How often should you post to Twitter?
Too many online entrepreneurs jump from one thing to another because they’re chasing the hottest tactics. If Facebook is popular this week, that’s where they go. If it’s SEO, then they focus here instead.
Successful entrepreneurs come up with the strategy first. Then they apply day-to-day tactics that help them reach their end goals. Those techniques change as the Internet changes, but the strategy stays consistent.
Let’s say you’re sailing a ship. You’ve set a destination. You may make many small course corrections on the way to your destination, but you stay on course.
You won’t get anywhere if you change your destination constantly.
The first question I ask about any website is, “Who is your best customer?”
The more descriptive you can be, the easier it is to do everything else. How old are they? What are their most desperate problems? Who else do they listen to? What solutions have they tried so far? How do they feel about your industry?
There are a lot of techniques we can use to discover this information such as speaking to them directly, running surveys, researching Amazon, analyzing keywords on Google, looking at winning competitors, reviewing forums, paying attention to social media, etc.
Once you have a clear customer avatar, you can write directly to them. You can empathize with their pain. You can make offers that fit their desires.
But until you understand them, it doesn’t matter what tactics you employ. Your ads won’t work. Your content won’t speak to the right audience. You’re simply traveling in circles.
The second big question you need is, “Why should your customer choose you over every other option?”
Your customers have options. The Internet is incredible because it allows us to reach a worldwide audience, but at the same time it gives us worldwide competition.
You may offer a more complete solution. Or you may have the strongest guarantee in your industry. Or you specialize in one specific audience offering custom help not available from anyone else. Perhaps you speak to your audience in a unique way that attracts them, entertains them, and bonds with them.
Do you know why a customer should choose you over all their other options?
If not, that’s the next step in putting together your strategy.
The third question is, “What is your process for turning cold prospects into lifetime clients?”
Start thinking in terms of the overall process and funnel instead of just single offers.
It’s tough to run a business based on one offer.
Instead expand on your offer. What else will you sell? Who could you partner with for additional profits? What other desires do your customers have?
In addition, how will you sell to them? We have so many tools available to us today. You may start with a simple funnel of visitors going directly to a sales page.
What’s next? You may have an upsell and a downsell immediately after purchase. Customers are put on a follow-up email list. You send a direct mail piece for another offer. You could set-up retargeting for both the sales page and the purchasing list.
Or you may decide to have people opt-in to your list first before you make your first offer. Then you follow-up with a series of content rich videos and pitch a different offer.
Yes, you need the day-to-day tactics and action plans, but you need the overriding strategy that makes those tactics profitable.
That’s why I talk about both inside of the Monthly Mentor Club.
Within minutes, you could be watching the first bonus gift which includes 7 simple ways to dramatically boost your website profits in under 2 hours.
Plus you’ll have access to the community for any questions you may have…and our next group webinar where you have help from me personally this Friday.