So far in this series, we have talked about the front end of your business – the part that is visible to your customers. But what about the business back-end – do you have a clear picture of what that is?
The back-end of your business is just as important as the front end and, in fact, maybe more so. After all, the better you please your customers, the higher your sales will be without having to chase down new customers. Not only that, turning your customers into brand advocates will send your business into the next stratosphere.
Your Back-End is Out of Sight
Your business back-end consists of the things that are done out of sight from your customers. Functionality such as marketing and promotions, accounting and finance, human resources, technology, partnerships, and more all run without your customers really being aware of it.
It’s all the stuff that keeps your business going. Your autoresponder, your payment methods, your landing page technology, and so forth all run behind the scenes and create a very powerful transformative experience. It’s also your marketing funnel and your plans for implementation.
It Cost More to Get a New Customer![business back-end new customer]()
It costs a lot more money to attract new customers than it cost for you to start marketing to the customers you’ve already drawn. Because of this, using your back-end technology to set up autoresponders promoting the next product or new products is an excellent way to boost your income with less work and spending less money.
It’s Harder to Make the First Sale
One of the reasons it costs more to get a new customer is that you have to guide them through the entire buying journey using content marketing to inform, educate, and engage with them over a long period of time.
They say that it takes at least eight touchpoints for any business to transform a lead, to a prospect, and finally convert them into a customer. Once someone is a customer, they already have most of their protection mechanisms lowered and will be much more likely to take your offers fast.
Focus on Both
The truth is you need to focus on your front-end and your back-end. When a customer arrives at your sales page and buys your front-facing offer, they get on your list. Now it’s up to you to focus on the back end, making repeat sales, making new offers, asking for and using feedback. All these things improve your relationship build brand advocacy and increase the lifetime value of your customers.
Now it’s time to think about what you can do to increase engagement, sales, and advocacy after you make the first sale. After your prospects become customers, it’s time to work on retention, delight, and advocacy, and you can do all of that using your autoresponder along with some fantastic offers, whether your own products or affiliate products that you know they need.
