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LIFECYCLE MARKETING

LIFECYCLE MARKETING. Why Some Small Businesses Thrive ( And Others Just Survive ). Infusionsoft Small Business Growth Seminar. Denny Morrow So. Cal. Regional Development Director Denny.Morrow@Infusionsoft.com c: 949-310-7912 o: 949-326-0400. Why are we here?.

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LIFECYCLE MARKETING

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  1. LIFECYCLE MARKETING Why Some Small Businesses Thrive (And Others Just Survive)

  2. InfusionsoftSmall Business Growth Seminar Denny Morrow So. Cal. Regional Development Director Denny.Morrow@Infusionsoft.com c: 949-310-7912 o: 949-326-0400

  3. Why are we here? • Help you grow your business. • More sales from current customers. • Close more sales from prospective customers • Share Infusionsoftinsight about why small biz succeed and fail • Introduce new way of thinking about sales & marketing • Give you a personal work book – Lifecycle Marketing Planner • Help you leave EXCITED about opportunities to GROW

  4. 40%

  5. 80%

  6. 96%

  7. We Help Small Business Succeed!

  8. Our 10-year Research Project

  9. Three Questions • Why do so many small businesses fail? • Why do some small businesses thrive? • What tools can we offer to help more small businesses succeed?

  10. Why do so many small businesses fail?

  11. Results of Small Business Failure • Not enough customers • Not enough sales • Not enough money

  12. Three Black Holes 1 2 3 Multi-system Madness No Roadmap or Strategy All Survival marketing

  13. Multiple-System Madness Disjointed systems. Manual work. Lost opportunities.

  14. Survival Caveman marketing • Wakes up in the morning • TAKES HIS STICK (which has the word “buy from me” on it”) • Goes to find the herd • Sneaks up on them • Singles out the weakest of the herd • Chases them down and beats them with the club • Drag back to cave • Start over

  15. Am I In Survival Mode? I am always chasing the next deal My marketing is disjointed(on again - off again, spray-and-pray) I don’t have confidence that our marketing plan will bring a surplus of customers [We’ve been there]

  16. Survival Marketing • Generate interest • Sell to hot leads • Get new customers • Sigh in relief • START OVER

  17. 1. Lost traffic 2. Lost leads 3. Lost customers Lost Opportunity

  18. What does this really mean? • Lost traffic - marketing is no good without lead capture • Lost leads - getting leads and prospects is useless without lead nurturing • ( People buy when they are ready to buy) • Customers - are a “waste” if they are not followed up and wowed

  19. No Roadmap or Strategy • Work Work Work • Busy Busy Busy • Do Do Do • You work IN the Business vs ON • You ARE the Business !

  20. What makes some small businesses thrive?

  21. Lifecycle Marketing

  22. The 7 Phases of The Customer Lifecycle Lifetime Customer Value Hot Prospects Customer Satisfaction Visitors Opt-Ins Sales Referrals

  23. Prospects Are People

  24. How would you take care of them Imagine You Only Had One Customer

  25. PG 7 (target) Know thy Customer ^ • Basic Characteristics • Pains, Problems and Challenges • Benefits They Seek • Why They Buy From You • Most Common Objections • Who is not your target customer

  26. Attract Traffic Online AD Offline

  27. What’s YOUR Lead Magnet?

  28. Lead magnets • Not buy from me (the quick sale) • Get information from me to HELP YOU • How can I get people to ENGAGE with me • Why do people keep passing by • The “only” enticement we have is – sale, free, etc • Lead magnets position you as expert

  29. Exercise: Pick a topic for your educational magnet PG. 10

  30. Human Healthy Vending Started as pure “hunters” Created targeted lead magnets Grew prospect database by 10x

  31. Gleason Tax Spent thousands on marketing Getting poor results Discovered gold with educational marketing

  32. Results of Benefit Marketing (Lead Magnets) for Gleason Tax • Decreased marketing spend by more than 50% • At the same time, increased leads by 120%

  33. Big Lead Mistake: Join Our Newsletter • Join Our Newsletter • When was the last time you woke up and said: “Today I need to join another newsletter...”? (Answer: 2002)

  34. Opportunity Analyzer Exercise pg 10: How many more visitors could you attract with the right magnets?

  35. Capture Leads Online AD Offline

  36. Lead Capture Gaps Web Traffic that leaves your site

  37. Lead Capture Gaps Walk-ins that walk out Telephone calls that hang up Lead Entry Form

  38. Lead Capture Gaps Networking contacts that leave Tradeshow visitors who walk by

  39. Opportunity Analyzer Exercise: pg 12 Number of additional visitors we should be capturing each month, but are not.

  40. But remember:Just because you’ve captured a leaddoesn’t mean you’ve earned the right… TO SELL

  41. It’s about being Targeted Personalized Timely Relevant Building a relationship To establish trust,educate, and convert

  42. Nurture Prospects + + SEO AD PPC

  43. The “Why” Behind Nurturing • 81% of sales happen after • __ or more contacts • 85% of the time we stop after • __ or __ contacts 5 1 2

  44. The Cost of Not Nurturing And the Other 90 Responders? • Fall through the cracks • ZERO follow-up • They'll go to your competitor! 10,000 (audience)‏ 100 (responders)‏ 10 (customers)‏

  45. The Benefit of Nurturing 10,000 (audience) 100 (responders) +5 +5 +5 10 (customers) +25

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