The next piece is back-end surveys. You can use back-end surveys in some different ways. One is you can ask people why they didn't buy. Two is you can ask people why they did buy? And three, if you've got like a recurring model the way I have, you can ask people why they canceled. You can ask people why they buy, why they bought, why they didn't buy or why they canceled. When you do this, you start to hear a lot of the same things that we hear every time we get questions about our offers. Will this work for me? Could this really work for me? I've tried a whole bunch of other things, how is this different? I'm not ready for this yet. I don't have the money right now. I don't have time. I need a custom solution. We all hear the same things. They're said a little bit differently. Every so often you get something really unique and really, really useful. So we are big on back-end surveys at CoCommercial and we actually ask one immediately after people cancel. We have an automated email that...
sends out a back-end survey that simply asks people to tell us what they liked and didn't like about the community and why they decided to cancel. So they get this email automatically via convert kit and then that takes them to a very simple Google form. Google forms are free and they're great for back-end surveys. You don't need a lot of analysis. You just need to know what people are saying. We take them here and we say hey, sorry to see you go. Let us know what could we have done better. Recently, one of the things that we discovered is that people weren't getting meaningful help fast enough. It wasn't that they weren't getting meaningful help, it just wasn't coming at the speed they wanted it to come at. I get that. When you've got a question, you want an answer now. So we started internally thinking about, okay, how could we provide more ways for people to get answers immediately. In other words, how can we have more synchronous conversations instead of asynchronous conversations? So we actually decided to create a new offer within CoCommercial where we would have a lot of those kinds of events. In fact, we'd weekly flash masterminds and we'd have weekly group chats and we'd invite members and we'd have them do chats. And basically provide as many opportunities for people to get together in real time as possible. And we just rolled this out a couple of weeks ago with our existing members and a series of new members and so far we haven't even rolled out the new benefits yet and people are so excited. All we had to do to get that answer and to overcome a lot of objections that people had even before they bought was to simply ask hey why did you cancel? This is another really great way to listen and use that in terms of your marketing as well. And so you're gonna likely be using a back-end surveys to overcome objections. Why aren't customers buying for real? Not just they don't have the money. Not just they don't have the time, but really why aren't they buying? Why are customers canceling? What could you adjust about your product idea or your messaging to overcome those objections? How could your messaging or your copy help further overcome those objections. So if you're not using back-end surveys, I highly recommend giving it a try. It's a really interesting different way to think about listening to your customers.
Marketing your small business can feel like throwing spaghetti at the proverbial wall.
You try all the things you’re “supposed" to do (blogging, making videos, posting to social media…) and you try to keep up with the “hot new trends” that promise to change the way customers find you.
You spend tons of time and energy—and probably some money too. And after all that…
You wonder whether it’s really paying off or not. Is your business really growing? Or is it just your workload…?
Marketing isn’t something you want to mess around with. You want confidence. You want to know it’s working. And, perhaps most importantly, you want to know exactly how you can accelerate your success once you get it right.
Most business owners lack 2 essential pieces of the marketing puzzle. These 2 missing pieces keep them from fully utilizing all the effort they’re already putting into marketing while also keeping them from discovering just how rewarding (and fun) marketing can be.
The first essential piece is a plan. That plan needs to help you be productive, efficient, and decisive. It can ever bring focus and clarity to the whole way your business operates. This class has that covered.
The second essential piece is a solid messaging foundation. The difference between your campaigns and the ones that really, truly pay off isn’t ad spend, hot new trends, or expertise—it’s a message that connects with exactly the right people. This class gives you a system for creating that message every single time.
Join bestselling Money & Life instructor and CoCommercial founder Tara Gentile for a 2-day class on creating the marketing foundation and plan you need to grow your standout business.
By the end of this class, you will be able to:
- Build a year-long marketing calendar so you’re never caught off guard by your business’s marketing needs
- Quickly and confidently prepare an effective marketing message for a product or service using a foundational set of building blocks that turn so-so campaigns into money-makers
- Create a schedule and plan for your marketing campaign using multiple channels, such as email, social media, blogging, or video, so you know you’re getting your offers in front of the right people
- Design a system for your marketing campaigns that can be optimized and automated so that you can spend less time on the hands-on work of marketing
Best of all, you’ll have a replicable system you can use for every campaign and every year to feel completely confident in your marketing.