Everyone wants to build a strong, vibrant business. There are a variety of components and systems you can explore to strengthen your small business. Entrepreneurs have endless ideas and can invent elaborate plans for running their brands, but over-planning can be a distraction. Jay Abraham’s book Getting Everything You Can Out Of All You’ve Got explains that three basic systems can help you grow a business. Learn about marketing, selling, and fulfillment systems and how each framework can drive your profits while reducing your workload.
Your business’s marketing system includes everything you do to spread the word about your brand. Digital tools such as banner ads, search engine optimization strategies, social media campaigns, and email marketing are all part of a marketing system. For many entrepreneurs and business owners, digital tools comprise the bulk of their promotional strategies.
However, a marketing system also includes more traditional methods like physical, print, and in-person ads. If you send physical ads to your customers, set up booths at trade shows, or pay for print ads in magazines, these activities are also part of your marketing system.
Marketing is essential because this system helps you reach a new audience. Your marketing plan should ideally focus on finding a new audience and reaching out to these prospective customers. Your company won’t grow very much if you don’t have a robust marketing system. Lead generation is the most vital part of marketing.
Digital tools help you go outside of your warm market and reach people through the Internet. These modern methods give you a much broader scope than brands enjoyed in the past. One of the best ways to grow your business is simply by increasing the number of people you contact, so your marketing system should be a top priority.
You can enhance your marketing system through a lead magnet. A lead magnet is something that encourages people to join your contact lists. Successful magnet methods include free tutorials, quizzes, newsletters, early access, and more. Develop a lead magnet by offering something attractive to your ideal customer in exchange for their contact details. Once you have this information, you can directly contact leads using drip campaigns, social media messaging, and more.
Your sales system focuses on helping prospects convert. This selling system includes everything you do to build a relationship with your prospective clients. Automated email messaging and social media ads are easy, cost-efficient strategies to drive conversion. Once you have a prospect’s email or other contact information, you can start them on a drip campaign.
Drip campaigns are automated sequences of email messages, designed to walk a prospect through your sales funnel. For example, your drip campaign might be triggered when a prospective client interacts with your lead magnet. After they download your free giveaway, your company will automatically start sending them email messages. A standard drip campaign is designed to introduce a customer to your brand, explain how you can solve their problems, and overcome any hesitations. Ideally, your prospect converts during or after the campaign.
However, these tactics aren’t the only tools to consider. Depending on your business model and industry niche, you might also add voice or video calls, product demos, promotional samples, and other strategies.
You can also help your business grow by increasing your average transaction size, or how much money you bring in from each customer. Perhaps you began at selling $10 products but have since grown to $100 products. This improvement in your selling cycle has increased your income 10 times over.
Another way to upgrade your selling system is by targeting repeated transactions. Once you have an established group of customers, look for ways to encourage future purchases. Consumable products are one proven way to keep clients coming back. After your customers have used all of their first purchases, they should be ready to buy another. You can also look for related products, accessories, and up-sells to offer your community. For example, customers who bought a sweatshirt in a particular colorway might be interested in a matching pair of leggings in another transaction.
Finally, your fulfillment system describes the tools, services, and processes you use to deliver your product. In an inventory-based company, the fulfillment system includes many different steps such as procurement, manufacturing, warehouse storage, packing, shipping, and other logistics. Networking marketing, affiliate companies, and other digital providers usually have a much easier fulfillment process. However, it’s still useful to think about this part of your business and make sure your fulfillment options meet your needs.
Most affiliate marketers aren’t responsible for user fulfillment. The affiliated company handles the shipping, delivery, or other services. Many marketers only think about fulfillment if they’re changing affiliate systems, receiving user complaints, or branching out to offer their own services.
However, business models such as affiliate/network marketing do still have deliverables to consider. Email marketing, sponsored social media posts, live appearances, collaboration meetings, and other elements are an important part of affiliate marketing. You need reliable tools to help you handle these responsibilities.
For example, customers need to receive their purchase confirmation emails, product descriptions, shipping links, and more. This can seem like a small detail, but customers become very frustrated if they don’t receive this confirmation. Unhappy customers can leave negative reviews, cancel subscriptions, dispute credit card charges, and more. A robust fulfillment system helps business owners ensure a great customer experience whenever a user interacts with their content.
Once you have some success with selling other company’s products, you might be interested in offering your own merchandise. This moment in your career is when your lessons in fulfillment will be most valuable. Whether you sell a digital service such as subscriptions to a membership site, or physical goods like branded wearables, your system needs to be flawless. Your community should access digital services immediately, or count on reliable shipping and well-made physical products.
Your business can grow and succeed by focusing on just three business systems. Marketing, selling, and fulfillment systems follow the user through their entire sales journey. A marketing system reaches out to prospective clients, a sales system encourages people to purchase goods and services, and a fulfillment system delivers on your brand promise. Focus on each system to help your business grow.