The methodologies that we are going to talk about in this article will solve:
A methodology is a path to get from point A to point B. The main goal is always to get the same result as long as you make the same steps.
Marketing is not an exact science; therefore, the results will not be the same, but they will move the needle in the same direction.
The methodology will help you understand what triggers you need to pull to move the action forward. It will set up the tactics you need to achieve the marketing, communication, and sales results your organization needs.
Companies need a methodology to section a buyer decision process and a sales process. You might need a mix of methods that can perform well working together.
Asking your marketing agency what methodologies they use will help you separate those agencies that only create pretty design work. Unfortunately, many agencies do it without any purpose or strategy behind them. I split the four methodologies to help your company grow and build a robust process. These are the methodologies that we have used and keep over many years because of their excellent results:
Inbound marketing is one of the complete methodologies to build a clear map for buying and selling. We need the outbound process and traditional advertising methods to make it more solid. The theory to explain the previous stages of Inbound marketing is the moments of truth. You have four main steps:
Traditional advertising creates the stimulus and the awareness. This process aims to be at the top of the audience's mind. When people have a problem, they recognize your solution. For example, if you are thirsty, you will think of Coca-Cola as the top-of-mind brand to refresh your thirst. These are the overall steps:
This methodology is simple and will ve very quick to make awareness but a long-term commitment to remain in the media to build trust.
Inbound marketing is for attracting rather than reaching. This methodology starts with people being aware of a problem and researching a solution online. The stages are:
People are more distracted than ever. With their phones giving them notifications every minute, you need a message that can get their attention in less than 5 seconds. So how do you do this? By talking about their problems. When you speak only about how great you are, they will get distracted by another subject. Still, instead, if you talk about how they can solve a problem they have, their mind will be in your message.
It is a mixture of their problem and why you do things. By this, I mean you need to convey how they are going to feel with your solution and make them feel they are part of your tribe; they belong because you share the same values and beliefs with them.
The messages should be rational by talking about their problems and irrational with compelling images to make them feel. Tho achieve this, excellent and aesthetic images are needed in your communication, making it a bit of an art.
The buyer's journey is the process people go through to make a buying decision. It has three stages:
Awareness.- People detect they have a problem or issue. They start research to solve it. You need to talk about their problems and solutions. Make them understand why they need a solution like yours.
Consideration.- The research is going to make your lead evaluate several solutions. Your communication in this stage will be about the results your solution will provide. Content will separate you from other solutions and outcomes.
Decision.- Your leads will decide and evaluate if you are the right fit and capable of providing the result. Your communication has to be about you, your experience, service, and benefits. Many communication materials start with the last stage. By talking about how good they are at first, they are making a mistake instead of people's problems. Therefore, each step of this methodology aligns with the decision process of the people, not the seller's process.
The issue salespeople struggle with the most is how to evaluate if a lead is going to be a good fit, is willing to buy, and will buy shortly. Sales reps need to listen to the prospect and not make the typical sales pitch they repeatedly do to all the leads.
The methodology we recommend to our clients' salespeople has three stages:
These four methodologies are a mix we use in Databranding and work together to help our clients attract, engage and make more sales opportunities for their business.
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