Show Notes

Before this month is out, I really wanted to highlight one of the steps in our Dating Your Ideal Client method. It’s one step that I think gets overlooked by so many business owners, and it’s really something that when done well, could catapult your business to those six, seven, and beyond figures in revenue.

It’s something that I think a lot of business owners don’t even think about. And yet it’s the one thing that really makes your business special and unique.

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Hey there. Thanks for listening and welcome to the marketing matchmaker podcast. If you're looking to grow your business, increase your revenue and scale your impact all while staying true to who you are and the people you serve. This is the show for you. I'm Jennifer Tamborski, digital marketing strategists, fractional CMO, and founder of Virtual Marketing Experts. My team and I work with six and seven figure coaches, consultants, and online entrepreneurs who are tired of playing the guru game of one size fits all marketing. They're ready to create a business and marketing strategy that actually builds relationships with their ideal clients creates massive shifts in their business and rapidly increases their revenue. As your marketing matchmaker, I'm going to help you find the perfect marketing match for you. This show will teach you how to reach your ideal client, connect with your audience, build that perfect relationship and generate more revenue. All through a process I like to call dating your ideal client. Now let's go have some fun!

Hey there, welcome back to Marketing Matchmaker. It is super crazy that we are in the last week of February, which means actually just about through the month of love. And I really hope that you've taken this month to kind of look at your business and see where you might be able to fall in love with it again and better yet, how you might be able to get your ideal clients to fall in love with you.

And before this month is out, I really wanted to highlight one of the steps in our Dating Your Ideal Client method. It's one step that I think gets overlooked by so many business owners, and it's really something that when done well, could catapult your business to those six, seven, and beyond figures in revenue. It's something that I think a lot of business owners don't even think about. And yet it's the one thing that really makes your business special and unique.

So today we're talking about Keeping the Romance Alive. I honestly know that this part of relationships is probably forgotten about in your personal life and your professional life. And if you've ever not tried to keep the romance alive in your romantic relationships, or even in relationships with friends and family, you can see how neglecting that area can cause problems in your life overall.

In your business, keeping the romance alive means what happens after they buy from you. And that my friends, I think is where a lot of business owners tend to fall down. The vast majority of businesses with their marketing focus on customer acquisition and only a few of them really on retaining previous customers. And the reality is, is your business can experience a much higher retention rate and rate of return of repeat customers. It is simply easier, cheaper, more efficient, and more convenient to sell to someone who's already bought from you to retain a customer.

Then it is to acquire a new one through leads and funnels and all of those kind of things. And this is exactly why your business should really put some emphasis on keeping the romance alive with your customer. I know I can hear you. You're asking me what in the heck do you mean by keeping the alive and more importantly, how does it really relate to your marketing in general?

So here's the thing.

I talk a lot about your one thing. What is the one thing that you do exceedingly well better than anyone else and how to capitalize on really that one thing in your business. I also talk about knowing your ideal clients inside and out. And we, during this discussion of keeping the romance alive, we're really talking about three things. It's your customer experience after they buy. So if you think about it, does your customers have the highest level of experience after they buy from you? Beyond just purchasing your item and getting that download or that course, or the, um, the coaching, the one-on-one coaching or the group coaching?

What does your onboarding process look like? Do they feel like they're well taken care of? Do they feel high, like they're are a high piece of value to your business? That customer experience really influences how they're going to relate to you and to your business going forward. So that first step in connecting with your customers needs to be high end. It has to make them feel like they made the best decision possible by buying your product service or solution.

The second thing that I talk that I like to focus on when it comes to keeping the romance alive is your full customer journey. So what I really mean by that is when you think about your business, most of the time you are going to focus most of your funds and most of your client acquisition to that beginner level. For the most part, there are some coaches out there obviously that only work with really high end clients.

And that's cool too.

However, the majority of us work with those people who are still in the earlier stages of their business or their weight loss or their journey in general, what ever your thing is that you teach them to do. They generally start at that beginning level. So when I talk about the full customer journey, it's really knowing and understanding from your clients, where they need to go after that first initial step, right? So I have a client who does this exceedingly well, right? She teaches, um, virtual assistants how to really grow their business. And she's got, she's got multiple steps in her program, but the very beginning is how to get your first three clients in 90 days, right? That's the beginning. That's where everybody mostly wants to be. They're like, how do I get my first or next three clients in 90 days?

That's a fantastic starting point. And here's the thing. She knows that her clients generally want the next step. It's beyond just, okay, I've got three clients and then I'm done. Most of them go, okay, I kind of wanna hit six figures now, or I wanna get to a higher level in my business. I wanna do more. I wanna, I wanna create something that's going to sustain me for decades. So she's got multiple steps to take them to that six figure point. And then beyond that six figure point, how do you create a million dollar business? All of these steps allow her clients, her customers to go through a full journey with her.

And that's the key, my friends, because here's the thing. If you own only have a product that serves the beginners, when they're no longer beginners, they go and find someone else that can take 'em to the next step.

However, if you have that next step already with them, they are much more likely to purchase that next step. Because they know already they had an immense amount of value from step one. So they wanna go to step two and then step three. And quite frankly, they could be buying from you for decades, depending on your business.

All of this, this full customer journey really does help to ascend them from one step to another and knowing what it is they need at each level is critical. So keeping the romance alive is about that. What is the Ascension of them? What are they gonna buy next?

Then there's part three of keeping the romance alive, which is all about your marketing, right? This is really about retention marketing. Retention marketing involves your marketing efforts that are geared toward maintaining your current customers, scaling them, ascending them to that next level of your business. So you always wanna keep in mind that customers are so much more likely to buy from someone that they've already bought before. So once they purchase that $1 item, whatever it is, they're more likely to purchase that $10 and $20 and so on. It's why micro offers by the way, are hugely successful in creating lifetime customers, cuz once they bought one thing from you, they're more likely to buy the next.

And I also wanna point this out. I want you to avoid assuming that all of your money needs to be geared towards this because the majority of your marketing budget is geared towards the new client acquisition. That's where it's geared towards. However, if you are breaking down your budget, you really do want to have some portion of it dedicated to keeping the romance alive, retention marketing.

There are a ton of benefits in really using retention marketing. Well, first of all, it's just frankly cheaper. It is much more expensive to acquire a new customer than it is to retain a customer that is already on your roles. When it comes to customer acquisition, a lot of resources need to go into the planning and marketing and even the execution of the marketing campaigns to acquire new customers. Whereas with retention marketing, that marketing that keeps the romance alive, it is less expensive. It takes less resources. Quite frankly, generally your marketing into your email list. You are not even purchasing or anything from outside of that.

All of that means there is a higher profit margin when it comes to keeping the romance alive and retention marketing. Repeat customers bring in more revenue compared to new customers because you're not putting up that upfront cost to bring in the new customers. These are people that already know you. They already like you. You don't have to build that with them. They're already there with you. So being able to nurture and grow them and market to them for that next level really does make that next level of your business, that next Ascension into your business a much higher profit margin.

Quite frankly, when I think about my clients that start with their $2,000 offer, let's say, um, and then they ascend them to a $5,000 offer and a $10,000 offer and a $20,000 offer. By the time they hit the 5,000, 10,000, 20,000, everything's pretty much pure profit for them.

They have very little invested in the front end cost. So if they're selling a $10,000 product, I would guess guesstimate, right? That about $9,000 of that is profit. So really understanding that allows us to be able to create a growth in our business without investing a ton of money. Another thing that is a complete benefit when it comes to keeping the romance alive and retention marketing is really brand recognition.

Here's the thing; customers are generally bombarded with thousands of advertisements every day. Let's be honest. I mean, it's one of the, since we talk about cutting through the noise between emails and social media and TV and all of that, they're seeing thousands of things every day. But when you ask a customer who they're more likely to buy from, it's going to be from someone that they already know, like, and trust, which means it is just easier to have your brand recognized with current clients than it is to educate new ones on who you are.

So really having that brand recognition set up within your keeping your romance, alive retention marketing is incredibly helpful. Customers really remember brands that they are emotionally connected to. And as a coach or a course creator, you are creating those emotional connections. You are giving them something of value that they couldn't do them selves. So your business then makes them feel valued in the long run.

And the last bonus of this marketing is referral marketing, right? Here's the thing. When someone knows you, they like you, they buy from you. They are much more likely to refer you to anyone who has that same problem that they had. So if you have clients who had issues with their weight and they have friends who have issues with their weight, they are more likely to refer them to you to help so that you can help them through the same process that they were already successful with.

And this brings in new clients without you having to spend a dime on it. It is all about that referral based marketing. And that is super critical in your business. Quite honestly, if you have customers that love you so much, they are gonna refer you to everyone. That's really how the big businesses did it, right? Yes. They marketed themselves. However, when someone said, I really want this book and someone else said, just buy it from Amazon. That's the basis of referral marketing, right? It makes it so that your brand, your business is top of mind and, and front and center for them so they can refer it to somebody else.

So these are, are the bonuses, the benefits of doing keeping the romance alive and doing referral or retention marketing. And I'm sure you're asking now let's get into specifics. Like, what do I need to do?

How do I do this? So there are a couple of things that I would suggest you do. First use content marketing. Quality content delivered to your audience, whether that is through a podcast or your email list or social media marketing are essential to keeping your ideal clients and your customer base engaged with you. Content is king queen, prince it's everything. If you are not providing valuable content outside of selling to them, they're never going to want to continue to buy from you. If everything you do for them is a sales process, it's going to turn them off.

So make sure that the content you are providing is incredibly valuable and that it's something that they can't really get in other peak places. I also like to talk to my clients about micro problems, right? Because oftentimes their clients have problems that are top of mind that may relate to the big problem, but they don't think it does.

So for instance, with my, um, client who works with virtual assistants, part of their problem is mindset. And so providing valuable content wrapped round mindset helps to shift their perspective so that they can see the possibilities in the next step of the journey.

Social media marketing slash retargeting ads. When you have clients who have bought from you and they are ready for that next level, that next Ascension using retargeting ads is a fantastic way of getting them to buy that next level. You get to serve them, that content, whatever that deliverable is, to their social media stream, and keep your next level in front of mind, it is super engaging.

The people who follow you are going to continue to want that. And here's the thing, as I've said in the past, somewhere between seven and 12 touches before someone's ready to buy that's that first purchase, right? So we use a lot of retargeting ads for that to get that first purchase. It takes a lot less effort to get them to the second, third, and fourth purchase. Then it did to get them to the first purchase. So it's a lower budget for retargeting ads. It's just a matter of finding the content and the emotional connection they need, and then delivering it to them, whether that's through email or your ads.

I also want all of my clients to really, well, be unique in how they're going about doing it. A highly effective way to retain clients is by offering something they're not gonna get anywhere else. So, looking at your business model and seeing what you can offer, that's different from all of your competition. I will guarantee you, if you break down your product, service, or solution into levels that is different than your competition, or if you look at your competition right now and you see that all of them just market to the beginning, they don't have an Ascension model, that sets you apart from everyone else and will allow you to really grow and capitalize on the customers that you already have.

Keeping the Romance Alive, can give your audience, give your business that a connection that next step, that belief in what they're doing is going to work. I encourage all of you to really look at your business right now, where it sets, where it sits right now. Do you have a really high touch, high end way to onboard your clients? What happens to them after they buy? Really look at that step, then look at step two. Do you have their full customer journey built out from beginner all the way through to an experienced let's hit millions of dollars business.

And then once you know, part one and part two, you get to look at part three and look at your retention marketing. Is that set up in a way that is going to bring your clients back time and time again, to buy from you over and over and over. Because when you do that, when you have these three things in line, it is going to be so much easier or to scale to those high six and seven figures. So if you are ready to grow your business, increase your revenue, and scale your impact, make sure you're keeping the romance alive.

Thank You for listening to the Marketing Matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to iTunes and leave a review so we can hear from you. And if you are a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact connect with me at yourmarketingmatchmaker.com. I look forward to hearing from you.