031 – How to Use the STAR Business Blueprint to Organize Your Marketing

The STAR Business Blueprintâ„¢ is a framework we developed to help businesses get a clear picture of what needs to happen with their marketing.

Once you understand the STAR Blueprint, it will give you a good filter for understanding which marketing activities you need to focus on and which ones can wait.

It will help you avoid one of the deadliest enemies of effective marketing…fragmentation. Fragmentation is when you have a bunch of unconnected pieces of marketing that aren’t in communication with each other and aren’t working together under one cohesive plan.

The STAR Business Blueprintâ„¢

S-Sales

The first and most important stage of the blueprint is ensuring you can make a sale…ensuring you have an offer that, when placed in front of customers, converts.

A sales conversion takes place any time a customer takes the action you want them to take. This can be purchasing your product or service, joining your email list, clicking a link in a Facebook ad, or picking up the phone and calling you.

If you don’t have an offer that is converting, it’s pointless to spend time and money sending more people to your website or Amazon product detail page. You first need to do whatever it takes to get your offer to convert – improve your website, come up with better Facebook ads, create a better Amazon product detail page, etc.

T-Traffic

Once you have an offer that is proven to convert, you’re ready to increase sales by sending more traffic to the offer.

Some of the ways this can happen is through paid social media advertising, Google Adwords, Amazon pay-per-click ads, enlisting the help of social media influencers, running product launches on Amazon, etc.

A-Amplification

Amplification is taking what you’re already doing that’s working and finding ways to get even greater results from your existing offers and traffic.

One way to do this is to find ways to get your existing customers to purchase more frequently and spend more money with you.

Another way is to find ways to more actively engage with your existing customers and get them to spread the word about your brand and refer others to you.

Customer service improvements that increase satisfaction and positive reviews and decrease returns and negative reviews are also amplification.

R-Reputation

Reputation is about improving your brand’s image and protecting your brand.

Reputation activities include getting more positive reviews and testimonials, going through Amazon Brand Registry, and taking control of your supply chain and advertised pricing.

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