How To Pivot Your Business Online

Are You Ready To Pivot Your Business Online?

The world is in lock down and whether you like it or not, we are all being forced to show up online. So how do you pivot your business (or create a new business) and stand out in the digital space if you don’t have a system? Right now, the entire world is learning a new way to interact, communicate. Paradigms are shifting, technology is becoming the core of everything we do for business big and small.

Self-isolation and social distancing have actually become part of our conversation now. Everything that we are doing is moving online, from video conferencing, social media, online bookings and deliveries. Case in point, I belong to a networking group working from home the fortnightly face to face meetings have been a great excuse to dress up and interact. We had a Zoom meeting first the first time last week. We had lots of fun with everyone navigating the technology, but we made it happen, we had the connection. And we were able to actually go through and connect with one another like we do every fortnight.

(tl;dr Click here to Watch the Videos Below)

With everything now moving to online, how are you going to have that cut-through? How are you going to find your ideal clients? Maybe this is something completely different to what you’re used to. The fastest and best way to start getting anything results online is to have a system. You can’t just pop into Facebook and expect everyone to know you are there.

Firstly, you aren’t alone, a lot of people have actually been forced to re-look at the way that they’re doing things. Here at Marketing Leap we are offering a range of different business pivot options using questions such as:

• “Do you need an emergency website?”
• “Do you need a booking system set up?”
• “Keep in touch with your customers with the right email system and email sequence set up. Let’s talk and get it started”

The whole premise being with everything in lock down our potential clients need to pivot their business to ensure they still have that capability “to make money.” (Our current clients are sorted). They need to have a system and they NEED to have some understanding of how the online space works.

So all that being said, we know that right now is the perfect time to get in front of your customers, not only does your business depend on it, there’s no better opportunity. Your customers, like you, are stuck inside, and forced to go online. Let them know you are there online FOR THEM, show up in their inbox as well as on their news feeds, because you know people will be bored checking Facebook and Instagram,  or passing time on YouTube.

However, simply showing up isn’t enough. You must have a system that maps out your product value ladder, and meets your clients where they are at. Know where they are online and track how your clients interact with you. One thing you need to keep in mind is, your potential client doesn’t really care about you … they do however care about how you can solve their particular problem for them. Having a system ensures each time you interact with your customers online, you are actually helping them and one step closer to solving a problem that they have. So having a system where you can actually map out exactly who, where, how, what and why is key to pivoting your business online. First you need to know:

👉 Who you are talking to
👉 Map out your product value ladder and customer journey
👉 Where your ideal customer is actually hanging out online
👉 How are they interacting on that platform
👉 What is it they are looking for that you can provide
👉 Why they NEED to interact with you

Who Are You Talking To

In an online digital world, you cannot be all things to all people. You need to have either a core specific niche or ideal client … OR you need to be speaking to a very specific need. If you have followed anything of Marketing Leap online you will notice we constantly talk about ‘lose the marketing overwhelm’ – whether that is through having your marketing Done For You (DFY) or learning to Do It Yourself (DIY) it depends on the client and where they are at. If you know your business numbers, then you know how many people you need to speak to, to get X number of clients. So focusing on the problem you solve for a particular type of client or business will THEN dictate, the words you use, your message and everything else you do in your business.

Right now our world has changed and you need to be seen and heard 22 times before that person starts to recognise you. Be clear on who it is you are talking to (your ideal client) and what it is you have to say (your messaging). Authenticity, honesty, and personal voice underpin much of what’s successful online. You don’t need to be all things, you DO need to be the perfect solution to your ideal client.

Map out your Product Value Ladder

So what is a value ladder? A value ladder is looking at the products you offer and arranging them by price, from your lowest value offer – usually a free lead magnet – must be irresistible, this is usually something that a prospect would normally have to pay for. This FREE (or very low cost) offer increases the number of prospects who enter your value ladder, boosting awareness, showing the VALUE you give and builds a list that you can market to in future. It is the FIRST step in showing the value you provide and increases your ideal clients awareness of you up to your highest priced premium product. Your client is shepherded through every stage of your value ladder, via email, social media, special offers and relationship building. A well-structured and carefully planned product value ladder has the power to potentially transform your business, as it takes your clients on a journey and strengthens their relationship with you.

Here are some statistics to help you map out your product value ladder …

• The success rate of selling to a customer you already have is 60-70%,
• The success rate of selling to a new customer is 5-20%
• Increasing customer retention by 5% can increase profits from 25-95%.

Discover where they are online

Just like being all things to all people, knowing who your ideal client is, makes it easier to discover which platforms you need to be on. You do NOT need to be on every single social media platform, you simply need to be where your ideal client is. This is often where you start to pivot your business online. Although there is a caveat … regardless of your business or industry, you NEED to have a Google My Business page. It allows you to show up in search, on maps, put up posts about your business and products and services, as well as ask clients for Google reviews. With 97% of all online searches starting with Google, having a Google My Business page gives you a fighting chance when they do start to search.

If you need to know which platform your ideal client spends most of their time, check out the infographic here which gives you suggestions per industry as well as the actual client demographics per social media platform. Again you don’t need to be everywhere, but if you do show up online, you need to have a basic understanding of the platform so you can best reach your ideal client. Likewise you do need to have a strategy that is aligned with where they are on their customer journey with you, so you can …

Meet them where they are at

A big part of pivoting your business online is actually understanding this customer buying journey, so that you meet your ideal client exactly where they’re at. Each time they interact with you, you solve a pain point. Would you ask someone to marry you on the first date? Whether it is offline or online, marketing and growing your business is knowing HOW to meet them where they are at. Gently guiding your ideal client through the KNOW, LIKE & TRUST phases steps them through the awareness of your business (KNOW) the consideration of what you offer (LIKE), the initial purchase (TRUST) then retention through higher scale offers and advocacy (creating raving fans).

When the cost of acquiring a new client is five times higher than retaining an existing client, this process is simply good business sense. It takes them on a journey of doing business with you. Each step is you showing up and solving a problem that they have.

Fill the need they have

You are in business because you have a passion. When it comes to marketing online, understanding the desire for the specific benefit your product or service offers, whether that is functional or emotional is key. Identify what makes you different to your competitors and use the same language your ideal client would use to SHOW them how well you meet that pain point, need or desire.

Keep building your relationship with your ideal client and nurture them to the next step, whether it’s buying from you or giving you their email or following you online. Marketing is a process which is why you need a system that steps them through to the next level. Every time that you meet them, you solve a pain point. Fix a problem for them.

Remember if your audience doesn’t connect with you, if THEY don’t understand how you make one part of their life better it doesn’t matter how great your product is. Craft your messaging, products, and content around the unique needs of your ideal client. Understanding your customers what will help you fill their need and keep bringing them back to work with you.

Conclusion

Don’t stress and try to go it alone. If you need to Pivot your business online QUICKLY, I can help … whether it is a Booking System with a landing page & payment options – an Emergency Website – an online course or membership or simply need to get yourself out on the online space … let me help you! Let’s weather the storm together and come out on the other side better than when we went in. Right now is the time to get in front of your customers… Your business depends on it. 

If you’ve got no idea of how to start mapping out your marketing strategy or product funnels, let’s chat. If you are looking for a guide of how to start online, I do have a the 7 Tools we use here at Marketing Leap to help you pivot your business online, click here to download. There is no better time than NOW to get your business set up for the rest of the year. Know who your ideal client is, know your clear concise message and know WHERE you should show up online!

Whether you have any questions or simply want to chat, drop a comment below! Otherwise connect with me on your favourite Social media platform, as I am on nearly every one! If you don’t know how to pull this all together, I am holding Virtual  Digital Success workshops focusing on different marketing elements. You can learn all about those here. Each month these workshops move online as self-paced courses so you don’t miss out on the learning!

How Do You Pivot Your Business Online?