Inbound marketing-presentation-anyssa-carrutherspp

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We all need to understand our clients, how they purchase, how they will buy again. We look here at what it takes to build the perfect customer lifecycle. For more info you can also visit …

We all need to understand our clients, how they purchase, how they will buy again. We look here at what it takes to build the perfect customer lifecycle. For more info you can also visit www.infusionsoft.me

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  • In the pre-digital days when dinosaurs roamed the plains, most marketing involved physical printing and production that was expensive to print, expensive to deliver and there weren’t many tactical choices. But there weren’t thousand of tactical choices and hundreds of tools to twiddle with and dozens of ways to engage in conversation, marketers spent and entrepreneurs were able to spend more time thinking about their strategies and plans. And there was effectively no data about anything in sales and marketing, other than what you spend and what you sold.
  • Then find tactics & tools that accomplish the strategy
  • How many leads each month are labeled as “bad” and dumped into hole #2?

Transcript

  • 1. Please follow each other on twitter:Please use your smart phones#thinktankThanks!@anyssac
  • 2. Creating Your Perfect Customer Lifecycleand connecting with your list!
  • 3. Marketing used to be simple.
  • 4. Now – Not so much...
  • 5. Traffic Attraction StrategiesLead Capture and Nurture StrategiesGrowth cycle on sales funnelCustomer Life CycleMapping out an email marketingand lead capture strategy.
  • 6. The good news and bad news © Brian Solis & JESS3
  • 7. A little too simple• Marketing and sales were mostly PUSH• Almost no sales and marketing data• Very few tools or systems• Physical collateral and packaging were expensive
  • 8. Even the right toolscan screw you and waste your time.
  • 9. From Boscos Presentation during social mediaweek I pulled his list. You can find it onSlideshare.comContent Distribuition Funnel..Presentation slides Email MarketingBlog Networks Social BookmarksAds, Paid – trade JV Social PlatformsPodcast Networks Social NetworkingPress Releases Article DirectoriesForums/ Groups Video Networks
  • 10. Typical Customer Lifecycle1. Generate interest2. Sell to hot leads3. Get new customers4. Sigh in relief5. START OVER
  • 11. Gaps in the Funnel1. Lost traffic 2. Lost leads 3. Lost customers
  • 12. Focusing on tactics whileignoring strategy leads to holes in your funnel.
  • 13. Tools + Tactics - Strategy =
  • 14. Be clear about your planto make every move count
  • 15. How are you tracking it?Are your sales andmarketing talking to eachother to find out what iseffective?DO YOU HAVE A SYSTEM AND A PLAN
  • 16. When you need to get somewhere.. isnt it better to have a map?
  • 17. Example – Financial Planner
  • 18. Traffic Attraction Strategies• Content is king (blog posts, videos, etc.)• Social media• Online Marketing (PPC, SEO)• Referrals, Partners
  • 19. Lead Capture Strategies• Opt-in for free report, video, premium content, etc.• Request a quote, get a demo, free trial• Offers, coupons, contests• Attend live event, webinar, teleseminar
  • 20. Lead Nurture Strategies• Create custom campaigns for hot, warm and cold leads• Personalization is key• Make every message relevant, useful
  • 21. Lead Nurture Strategies• Create custom campaigns for hot, warm and cold leads• Personalization is key• Make every message relevant, useful
  • 22. Sales Conversion Strategies• Automate sales stage communications• Proactively handle objections• Provide supporting evidence
  • 23. Wowing Customer Strategies• Welcome customers (make it personal & relevant)• Be systematic about quality delivery• Measure satisfaction and take action
  • 24. Upsell Strategies• Upsell or cross sell later in the relationship• Offer upsell products during checkout
  • 25. Referral Strategies• Ask for referrals – and track them• Partners, customers, networking• Testimonials and social promotion
  • 26. Example M.A.P.
  • 27. Map your PCL1. Visit us at www.thecommunicationstudio.ca -we will give you a free template-access to these slides as well as a-free WEBINAR on growing your business.1. Write down your key tactics and workflow across the entire life cycle2. Identify the key holes and opportunities in your customer lifecycle.3. Don’t get bogged down with tactics that don’t drive strategy
  • 28. The Perfect Customer Lifecycle
  • 29. Please follow each other on twitter:Please use your smart phones#thinktankThanks!@anyssac