If you’re reading this, then chances are you consider yourself driven.
Being the driven business owner or employee that you are, you’re constantly thinking about what you can do to grow your business.
The pursuit of business growth is an exciting and fun challenge but if you go about it the wrong way, you can waste enormous amounts of time and money on tactics that don’t work.
But here’s the good news.
Most of us are sitting on a great opportunity and just don’t know it because we are so busy chasing fancy new tools, training, strategies, and quick fixes for our business.
So what can you actually do for your business to get a return?
It’s really simple and it’s actually boring, but hey, boring is good.
Just look at Bill Belichick, Nick Saban, or Warren Buffet to name a few.
Their routines, their habits, the interviews they give, and their daily lives would certainly not be considered crazy, wild, or really what you would expect from incredibly successful people.
What’s not boring are their results: six Super Bowl titles, six National Championships, and billions in wealth. Not bad, right?
What they do seems boring because they commit to the few things that work very well, which sounds a lot less fun than chasing shiny new objects.
So what are a few boring strategies guaranteed to grow your business?
Here are 4 boring things you can do in one week to turbocharge your business.
1. Compile your customer list and set up an email marketing account
One of the easiest and fastest ways to grow your business is by selling to your existing clients. Boring and obvious, right? Yes, but it works!
For nearly all businesses, landing new clients is the hardest part of driving more sales.
There is so much uncovered potential in your existing customers and here’s the best part, they’ve already bought into what you offer. You don’t have to spend hours, days, and weeks courting them.
In fact, it’s 6 – 7 times more expensive to acquire new customers than to retain current customers.
So what can you do to retain and engage current customers?
- If you haven’t already, compile your current customer list into an Excel or Google sheets document (name and email address are critical, but if you want to be thorough add in their phone number and address).
- Sign up for an email marketing account.
- There are so many out there and they’re really easy to get started with pre-designed templates. Most businesses don’t need a tool that’s overly complicated and if you aren’t doing this yet, anything is better than nothing. Here are a few easy tools you could start with today: Mailchimp, Convertkit, Constant Contact. More sophisticated tools that include extras like a CRM (Customer Relationship Management) platform are Keap and ActiveCampaign.
- Last but not least, develop an on-going email marketing nurture campaign, which brings us to step 2 below.
2. Develop an email nurture campaign
The businesses that maintain on-going communication with their customers are the ones that succeed. If you’ve gone silent, that’s ok. It’s time to start talking to your customers again. The best way to do that in mass is through email nurture campaigns.
So what’s an email nurture campaign?
Email nurture campaigns are communications you send out to your customer list that nurture, inform, and educate in regards to the product or service you sell. The goal of these emails is to eventually convert them into paying customers.
If they are existing customers, then the goal is to get them to buy another product or a higher level of service.
Great email nurture campaigns:
- Reminds your customer that you exist
- Reminds your customers of the problem you solve
- Positions you as the expert in your field
- Helps your customer nearly solve their problem
- Builds trust
Nurture campaigns come in all shapes and sizes but are generally full of useful tips, announcements like new blog posts, YouTube posts, or podcasts, or announcements of new items for sale.
It’s really that simple.
Once you decide your format and content for your email campaigns, it really doesn’t need to be a time-consuming task.
If you’re an eCommerce brand, once you get one or two basic templates set up, you can refresh it each week announcing new items you have for sale that are relevant to your customers that week.
If you sell a service, your campaign could be 3 tips you send out weekly that will help your customers out.
If you’re a guitar instructor, it could be a weekly tip to help your students with their guitar playing.
Easy and kind of boring, right?
3. Create a lead magnet
Now that you have your email nurture campaign set up it’s time to develop another piece of marketing collateral that will help acquire new prospects: a lead magnet.
A lead magnet is an asset, like a free PDF download, you give your prospects in exchange for their email address. Without a doubt, lead magnets are the fastest way to grow your email list and it’s the hook to lure your customer into your business.
Most customers won’t buy from you on initial impulse so a lead magnet is a “leave behind” document you give your prospects in exchange for their email address. Once you get their email address, you can build a relationship with them with your email nurture campaign.
Depending on what you sell, a lead magnet could be a one-time discount code for an eCommerce brand, PDF downloads, eBooks, access to exclusive interviews, access to an instructional video series, or a free sample or trial.
If you’re a business accounting firm your lead magnet could walk customers through how to manage their cash flow and save money.
A gym could create a lead magnet that offers 5 easy tips to speed up recovery time after hard workouts.
A restaurant could create a lead magnet that teaches at home cooks secret chef steps.
A financial advisor could offer his/her prospects 3 things every investment portfolio must have to maximize returns.
It’s easy to come up with a great lead magnet.
Here are some questions you can ask that will help you decide what lead magnet to come up with:
- What do your customers frequently ask you?
- What is your customer’s biggest problem?
- What does your customer not know that’s costing them money/time/or causing them problems?
Come up with an idea, create a catchy headline for the lead magnet, create it, and link it to your email marketing tool you signed up for to capture email addresses.
4. Send it and don’t forget to include a clear call to action!
This should be pretty obvious but an email nurture campaign is no good if it’s never sent out.
You’ve built the platform now it’s time to let your birdie fly…so send it!
Just make sure in your email campaign that you have a clear call to action. That could be to buy now, shop now, read the post, or to schedule an appointment or consultation.
The more frequently you communicate with your customers, the better your results will be.
Yes these four things may sound boring and obvious, but trust me, when you see the sales coming in it’s far from boring!
Add value, help your customers out with the problems they are experiencing and your business will grow. It’s that easy.