The only way to determine what works and what doesn’t so you know exactly where to invest your marketing time and dollars going forward is to measure your marketing.
For example, say I’m going to invest X amount of time and X amount of money to generate X number of leads via X lead source. I expect X number to accept my offer, generating X amount of sales.
Once you know how much time, money and resources it’s going to take to achieve a specific sales result, you can determine how profitable of an endeavor or undertaking it is.
Thinking of our marketing in terms of sequences helps us to more easily quantify and measure our marketing.
marketing sequence: a series of steps or actions to take a lead from being a prospect to a paying customer.
Every marketing sequence consists of:
- 1 or more lead sources
- 1 or more conversion points
- 1 or more sales offers
Examples of Lead Sources
Facebook, Twitter, your email list, a joint venture partner’s list, a speaking engagement or networking event
Examples of Conversion Points
Webinar, Facebook LIVE, 1:1 call, email or survey
Examples of Sales Offers
$97 info product, $497 group program, $2500 for private coaching
Sequence Example #1:
Networking Event → Email → 1:1 Conversation → Private Coaching Program ($5000)
Networking Event = Lead Source
Email = Conversion Point #1
1:1 Conversation = Conversion Point #2
$5000 Coaching Program = Sales Offer
Sequence Example #2:
Facebook Group → Webinar → Group Coaching Program ($1500)
Facebook Group = Lead Source
Webinar = Conversion Point
$1500 Group Coaching Program = Sales Offer
Sequence Example #3:
Facebook Ad → eBook → Teleseminar → Info Product ($500)
Facebook = Lead Source
eBook = Conversion Point #1
Teleseminar = Conversion Point #2
$500 Info Product = Sales Offer