What sort of marketing and sales strategies do I use to help my clients get more NDIS Participants?
The trick is to implement cohesive sales and marketing strategies that support one another. It is all too often that sales and marketing are treated in silos, which misses opportunities for both areas to truly complement one another.
Step 1 – define your customer
I start by defining your Ideal Customer Profile. This allows us to explore the pain points of your prospects, define the benefits they experience, and connect with their story in relation to the industry and their lives. When looking at the NDIS in particular we need to appreciate that our prospects could range from the participants, guardians, LACs, Support Coordinators, to Plan Managers. As well as the decision makers, there are influencers such as friends and family too.
Step 2 – analyse your metrics
We then analyse your Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC) so that we can get strategic in terms of commercial targets and sales targets. So many businesses don’t have a firm handle of these metrics. Without these, we cannot establish a budget.
Step 3 – establish the marketing approach
For marketing, I cover podcast strategies (should it be in scope), Google Keyword research, Google AD Campaign creation, remarketing, social media, automated nurture sequences in the CRM, irresistible offers, content based marketing strategies for your registration groups, email list approaches, and how to identify a B2B prospecting list.
Step 4 – getting hands on
Coming from an IT background, I am hands on with CRM approaches and even CRM setup, offering expertise in systems such as ActiveCampaign, Keap, and Zoho (but I work in any). I find that a lot of providers rely on calls, enquiries, or referrals (which are all great), but don’t have a defined outbound strategy for identifying opportunities.
Our goal is to create a consistent pipeline.
Step 5 – let’s go to them
When providers don’t have an outbound approach, they inevitably experience quiet periods. By nurturing and following up in a defined and consistent manner, providers can start discovering new B2B partnership opportunities. In the projects I do, we define what’s called a Pipeline and associated Pipeline Stages. These allow us to define a regimented approach to sales that covers both the inbound and outbound process.
Step 6 – automate as much as you can
Certain CRMs such as ActiveCampaign offer incredible customisation around automation and can be used to setup nurture sequences, goals, and rules for communication with our prospects. I’ve been able to automate 75% of the grunt work so that the sales teams of my clients can concentrate on picking up the phone and converting leads. This step is crucial when keeping your sales team hungry and happy.
Step 7 – embed
My sales and marketing strategy document is typically 100 pages with supporting attachments. This level of detail can be daunting for clients initially but having this documented enables the embedding of the strategy into the marketing calendar and weekly activities of the team. This is where the rubber hits the road.
There is more to it than this, but want to keep this snappy.
If you are looking for a in-depth guide, then download The NDIS Marketing Guide