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Continuing my Client Top Secret series (which in its short existence has become one of the most 
popular categories, thank you for that!) . . .
A prospective client (famous doctor) and I were talking about what he could do to relaunch and reboot his product that frankly, had fallen by the wayside.
In 2000 he was enjoying thousands of sales per month, but in 2007, monthly sales had fallen to the single digits.
What could he do to reboot sales?
Here’s my off-the-cuff, top-of-the head relaunch strategy plan for him:
“Ok, here goes, at the 50,000 foot level (high overview w/minimal detail) . . .
It’s really quite easy, just the mechanics of what needs to be done. The art and science of it come in with the strategic application of these technology tools. That’s the important part.
Catapulting The Product
If I were running the re-introduction of your [product name removed] I’d run it like a product launch campaign, but with a few interesting (but profitable) variations.
· I’d change the product name to be more exciting and descriptive.
· First priority would be an effective sales/informational website – with redesign and sales-driving content
· 2nd would be an informational blog
Why these two? Because they will cross-pollinate with each other by sending traffic back and forth to close more sales. Plus, the linking back and forth will drive you to the top of the search engines faster. All of that means is more sales.
· You would need a juicy, free info-product of high perceived value to your target markets. This would be given out through your newsletter opt-in form that would be on your blog and your website to extract the gold from visitors. “The gold” = their first name, last name and (valid) email address.
Article Marketing & Beyond
· The Article Marketing campaign should begin as soon as you can (because it takes time to write them), but you shouldn’t send the articles out until you have an effective sales website, otherwise when folks get excited by the solutions you present in the articles, and then click on your link in the article’s Resource Box – they won’t have a place to go to complete the circuit in their minds.
· Once those elements were in place, I’d also want to begin a PPC (pay-per-click) campaign to generate more sales through increases, targeted traffic.
That’s a quick overview. Does that help? It sounds like a lot, but you do it in stages, just like eating the proverbial elephant.
If you started soon, the above could all be up and running in January or February 2008 (this was September 2007), depending on the speed at which all the elements are put into place and tested.
Because I’m booked through next year, I couldn’t take him as a client. However, he’s a good guy with a killer product so hopefully he’ll stay in touch, because this is one of those products that I really want to see succeed (again!), so I’m pulling for the Doc.
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Client Top Secret |
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popular categories, thank you for that!) . . .