Lifecycle Marketing for CPAs (CPEs for CPAs class)

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This is a class I give for CPAs for CPE credit at Kennesaw State University.

This is a class I give for CPAs for CPE credit at Kennesaw State University.

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  • AS FOR ME: Reformed Intel Executive and your Host
    Evangelist
    Connector, Consultant, Instigator
    Small Biz Therapist
    Entrepreneur and Small Business Owner
  • And we have iterated for 10 years to prove and improve the methodology.
    At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.
    Emphasize our success: 300 employees, 10,000 customers, revenue?
  • And we have iterated for 10 years to prove and improve the methodology.
    At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.
    Emphasize our success: 300 employees, 10,000 customers, revenue?
  • Problem II. – Tech. vs. Owner
    You left your J-O-B
    The hard costs associated with each system (list/note the monthly fee per system)
    The opportunity costs due to no sync, data everywhere, the manual mess of trying to make sense of it.
    Story:
    “I have PAIN! Can you help me?!”
    Tell me if you relate to Reed… when Reed first contacted us he had multiple system madness.
    Most “survivors” market like a caveman.
    1. Wakes up in the morning
    2. Goes to find the herd
    3. Sneaks up on them
    4. Singles out the weakest of the herd
    5. Chases them down and beat them with the club
    6. Drag back to cave
    7. Start over
    As a result, they are basically just surviving. Always chasing.
  • But I can’t get to everything! Why?
    Today I’m the CEO.
    Yesterday I was the VP of Marketing.
    Tomorrow I’m the VP of Sales.
    And on Saturday … I’m the janitor.
    NOBODY EVER TOLD ME IT’D BE THIS HARD!!
  • By working with these businesses (and thousands of entrepreneurs just like them), we identified the three biggest gaps.
    And everyone here [or who is listening to this webinar]… how many of these three do you suffer from?
    [*1] Lost Traffic. Whether it’s on your website or in your store, too many don’t capture leads
    [*2] Lost Leads. As we mentioned with Doug Huggins… we don’t follow up with leads enough
    [*3] Lost Customers. We either lose customers completely, or we lose opportunities to WOW them, Upsell them, get referrals.
    (BRANDON all off-road story?)
    Sometimes we refer to this as Follow-Up Failure. It’s everywhere.
  • The real problem with survival marketing is that NOT MANY BUSINESSES SURVIVE IT
    But even those who survive it don’t quite achieve their dreams
  • Our customers are going online.
    Seems like a train we can’t catch.
    You don’t have to
    Start with the strategy
  • Do you know what the MOST IMPACTFUL INVENTION FOR THE CAVEMAN?
    THE FENCE! (Imagine that!)
    After watching thousands of thriving businesses:
    Evolution FROM CAVEMAN TO FARMER/RANCHER:
    Farmer knows the lifecycle of a plant
    Thriving businesses recognize there is a CUSTOMER LIFECYCLE
    *IF I DO WHAT NEEDS TO BE DONE AT EACH PHASE OF THE LIFECYCLE,
    I CAN ENJOY A HARVEST!
    Thriving businesses evolve at some point.
    They recognize THEY can HAVE A SURPLUS
    There is hope that they can SPEND TIME MAKING WIDGETS
    There is hope to get out of my nightmare and back into my dream
  • And we have iterated for 10 years to prove and improve the methodology.
    At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.
    Emphasize our success: 300 employees, 10,000 customers, revenue?
  • Scott Martineau
    Board member
    Small business owner .. That has helped grow and award winning large business
    Accomplished public speaker and NY Times Best selling author
    Helped 1000’s of small business understand this new way of marketing
    Regularly consults with some of the top marketers in the industry
    DAN RALPHS Small business owner
    Accomplished public speaker
    Helped 1000’s of small busienss understand this new way of market
    Consulted with some of the top marketeers in the industry
  • 1 is good news for heart-centered business owners, allowing them to focus on their gift.
    2 is good news for head-centered business owners, allowing them to focus on their gift.
    Both are essential for lasting success.
  • Today we’re going to look through all 7 phases
    My goal:
    help you find the biggest opportunity
    Not the goal: to make you perfect.
    We’re going to identify the top 3 things to attack first.
    (You can come back over and over to find next low-hanging fruit.)
  • These are the 7 phases.
    Instead of just looking at “sales” to see how we are doing, there are SEVERAL IMPORTANT METRICS TO WATCH.
    [Review each phase]
    This approach gives us the ability to identify where we are doing well, and where there is more opportunity to be had.
  • We are going to work ON your business today. I call it work, but what we are really doing is making sense of a whirlwind of chaotic messages that you hear every day about all of the things you “should” be doing in your business.
    We’re going to take a different approach that will change the way you think about your marketing forever.
    And the workbook we’ll be using is the Planner.
    Please write your name and phone number down on the first page. You won’t want to lose this baby.
  • Good Lifecycle Marketers understand their customers
    A common mistake is to say “I’m for everyone”
    Not how success is created. Requires FOCUS AND UNDERSTANDING
    Quick Exercise: Who is your customer?
  • [Question] What magnets are you using?
    Feedback?
    [Quick Exercise] – fill out Attract Traffic
    Exercise: Pick educational magnet topic:
    Get inside your prospect’s head.
  • When we are in “sales mode’, we attack our prospects with a Hard Sales Message (i.e. BEAT THEM WITH A CLUB)
    Lifecycle Marketers find ways to flip the equation around.
    They get prospects to come to them
    They create powerful MAGNETS that attract prospects
    Let’s look at examples
  • Sean Kelley and Andy Mackensen
    Went from Outbound Hunting to Inbound Harvesting
    When they started, they’d chase people all day.
    Then they created reports that ENTERED THE CONVERSATION going on in their prospect’s head.
    *Note: Lifecycle Marketers grow healthy prospect databases
  • [Question] What magnets are you using?
    Feedback?
    [Quick Exercise] – fill out Attract Traffic
    Exercise: Pick educational magnet topic:
    Get inside your prospect’s head.
  • This is hard work, but it is important because it will help us focus on the right areas.
    And it will show you how much opportunity is slipping through the cracks!
  • Businesses that are thriving are focused on CAPTURING the information of their prospects
    If you want to be able to FOLLOW UP, you have to have their information
    If you want to have a large prospect database, it comes ONE DAY AT A TIME.
    You already have leads slipping through the cracks and you don’t even know it.
  • John Carlton: imagine your prospect an obese, hairy, stinky dude on a couch. Ain’t getting up for anything.
    You need to be the one thing that gets his blood pumping today.
  • Most businesses have enough prospects slipping through he cracks that they could double
    Website with form prominently displayed
    Lead Capture process for all customer interactions
  • We are going to work ON your business today. I call it work, but what we are really doing is making sense of a whirlwind of chaotic messages that you hear every day about all of the things you “should” be doing in your business.
    We’re going to take a different approach that will change the way you think about your marketing forever.
    And the workbook we’ll be using is the Planner.
    Please write your name and phone number down on the first page. You won’t want to lose this baby.
  • Now that you have captured the leads, you can begin to nurture and warm the lead so they become a hot prospect
    When you don’t have a solid lead nurture plan in place, you end up dropping leads.
    - Doug Huggins Story
  • One thing we’re doing is touching them with helpful information first
  • 1. Story: Had a very expensive event model that never produced what they needed it to.
    2. After spending $10,000 on a mailing that produced NOTHING, they were facing bankruptcy and possible foreclosure square in the eye
    3. Tested an educational approach. They sent an email broadcast (through another vendor?) in conjunction with a PBS special about taxes. Got a massive client.
    4. Created a magnet and started offering it all over. Attracted a ton more traffic
    I’ll tell you more about them
  • Jeanette was a stay-at-home mom.
    When Joe’s front office person left, she decided it was time to come work in the business.
    She heard about Lifecycle Marketing and took off like a rocket.
    Kept it simple. Did one thing at a time.
    She spent time mapping out a plan
    She used the simple templates in our library
    Technophobe. She saw her first iPad the morning of InfusionCon. Had to get someone to help her get on wireless
  • Look at the results.
  • Julie Goldman – The Original Runner Company
    Makes custom runners for weddings. Got good press from some celebrity weddings.
    Before lifecycle marketing:
    She would take an index card, write down the name of the bride, wedding date, what interested in. Every month – would pull out the card and try to follow up.
    There HAS to be another way (too time consuming, I’d call and it would be too late, also some brides would call in and expect me to remember details about their wedding.
    Her follow up stunk.
    Referrals also jumped by 80%
  • Julie Goldman – The Original Runner Company
    Makes custom runners for weddings. Got good press from some celebrity weddings.
    Before lifecycle marketing:
    She would take an index card, write down the name of the bride, wedding date, what interested in. Every month – would pull out the card and try to follow up.
    There HAS to be another way (too time consuming, I’d call and it would be too late, also some brides would call in and expect me to remember details about their wedding.
    Her follow up stunk.
    Referrals also jumped by 80%
  • Debbie Green – Founder. Sell design software to help interior designers
    Before this nurture was in place, they had 5 people following up on leads.
    Wowed the audience at the recent MarketingProfs event because their small business out-markets many of the big businesses.
    One session attendee applauded Debbie for her business’ commitment to customers. Her business of more than 1,000 employees sometimes take a robotic approach to customer follow up.  She explained that their communications with customers aren’t personalized or friendly.
    The size of your business is not important. It’s whether you are committed to nurturing leads.
  • Converting Sales is much easier when you’ve been nurturing them with education and follow up.
  • One thing we’re doing is touching them with helpful information first
  • Sean Kelley and Andy Mackensen
    Went from Outbound Hunting to Inbound Harvesting
  • David Hiersekorn – Private Counsel law practice
    David turned the “typical” legal model on its head using a creative lead conversion strategy.
  • Zappos
    Marketing agency: totally systematized process
    Takes 10 positives to overcome 1 Negative.
    WHY NOT INVEST IN WOWING CUSTOMERS?
  • Zappos
    Marketing agency: totally systematized process
    Takes 10 positives to overcome 1 Negative.
    WHY NOT INVEST IN WOWING CUSTOMERS?
  • Zappos
    Marketing agency: totally systematized process
    Takes 10 positives to overcome 1 Negative.
    WHY NOT INVEST IN WOWING CUSTOMERS?
  • Zappos
    Marketing agency: totally systematized process
    Takes 10 positives to overcome 1 Negative.
    WHY NOT INVEST IN WOWING CUSTOMERS?
  • Buyers remorse can be put at bay.
    People want to believe they made a good decision to buy, demonstrate that.
    Builds on the positive perception they have of your business, which began when they opted in (became a prospect).
    Because you are touching the new customer more than everyone else, and in ways that are meaningful, a natural discussion can ensue, exploring the other products or services you offer.
    People are conditioned for average, when you WOW them, you give them a reason to talk about your company. Those they speak with can be your future customers.
  • What would happen if you doubled referrals?
  • Customer referrals are one of the cheapest ways to grow.
  • What would happen if you doubled referrals?
  • The key is that the lead is being captured and followed up on automatically.
    How many “free classes” go uncaptured and unfollowed up on?
    Life happens!!
    Law practice that added $642k from “Nos”
  • High – Level Overview
    Web Based, so you can log in from anywhere
    Multi-user (your whole office logs in)
    Has a prospect and customer database at it’s core
    Manage contact details, history/notes (like ACT)
    Integrated with all the tools you need
    Infusionsoft allows you to capture leads that you attract with your magnets
    Everything goes into one customer database
    Everything is Segmented using TAGS

Transcript

  • 1. Lifecycle Marketing: 7 Steps to Small Business Prosperity …How to Start 2014 Strong
  • 2. Who We Are Desiree Scales CEO, Bella Web Design, Inc. desiree@bellawebdesign.com p: 770 509 8797 @desireescales
  • 3. Agenda • • • • Intro 3 Black Holes in Many Small Businesses Lifecycle Marketing (& examples) Lifecycle Marketing & Payoff
  • 4. 451%
  • 5. 50%
  • 6. 6
  • 7. Three Questions 1. Why do so many businesses fail? 2. Why do some businesses thrive? 3. What tools can we offer to help more succeed?
  • 8. Why do so many businesses fail?
  • 9. Three Black Holes 1 MULTI-SYSTEM MADNESS 2 3 ALL FLAWED STRATEGY SURVIVAL MARKETING
  • 10. #1: Multiple-System Madness Disjointed systems. Manual work. Lost opportunities.
  • 11. #2: Flawed Strategic Approach CHAOS
  • 12. #3: All Survival Marketing
  • 13. Survival Marketing in Action 1. 2. 3. 4. 5. Generate interest Sell to hot leads Get new customers Sigh in relief START OVER
  • 14. Lost Opportunity 1. Lost traffic 2. Lost leads 3. Lost customers
  • 15. Hunting Transactional Feast or Famine Reactive Chaos Habit Point Harvesting Self-Sustaining Predictable Systematic Confidence System All-in-One
  • 16. Problems With Survival Marketing 1. We are frequently chasing the next deal (The market is in control) 2. Our marketing is often disjointed (on again, off again) 3. We don’t have confidence that our marketing plan will bring a surplus of customers [We’ve been there]
  • 17. It’s what makes businesses thrive.
  • 18. … a 10 year experiment
  • 19. LIFECYCLE MARKETING Why Some Businesses Thrive (And Others Just Survive) 9:07
  • 20. Two Foundations of Lifecycle Marketing 1. Prospects Are People. 2. Systems Scale Relationships.
  • 21. 1 2 3 4 5 6 7 There are Phases
  • 22. The 7 Phases of The Customer Lifecycle Visitors Opt-Ins Hot Prospects Sales Customer Satisfaction Lifetime Customer Value Referrals
  • 23. Lifecycle Marketing Planner
  • 24. et) a rg (t ^ 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
  • 25. Exercise: Clarify your Target Customer.
  • 26. le cyc eting Life ark M Attract Traffic Online AD Offline 9:20
  • 27. Human Healthy Vending • Started as pure “hunters” • Created targeted lead magnets • Grew prospect database by 10x
  • 28. Exercise: Pick a topic for your educational magnet
  • 29. Gut Check: How many more visitors could you attract with the right magnets?
  • 30. Questions?
  • 31. e ycl ting c Life arke M Capture Leads Online AD Offline 9:30
  • 32. Lead Capture: Examples • Join Our Newsletter • When was the last time you woke up and said: “Today I need to join another newsletter...”? (Answer: 1998)
  • 33. Lead Capture Gaps • • • • • Web Traffic that leaves your site Walk-ins that walk out Networking contacts that leave Inbound phone calls Tradeshow visitors who walk by
  • 34. Gut Check: How many visitors are coming to you without you capturing their information?
  • 35. Questions?
  • 36. But remember: Just because you’ve captured a lead doesn’t mean you’ve earned the right… TO SELL 9:37
  • 37. And it’s about: NOT setting up a 42-step auto-responder to hammer people
  • 38. It’s about being Targeted Building a relationship Relevant Timely Personalized To establish trust, educate, and convert.
  • 39. e ycl ting c Life arke M Nurture Prospects SEO AD + +
  • 40. The “Why” Behind Nurturing • 81% of sales happen after __ or more contacts 5 • 85% of the time we stop after __ or __ contacts 1 2 *As referenced from a study of the Sales and Marketing Executive Club of Los Angeles http://jamesriverjournal.com/business-coach/16865-do-not-give-up-follow-up.html
  • 41. The Cost of Not Nurturing 10,000 (audience) And the Other 90 Prospects? • Fall through the cracks 100 (prospects) • ZERO follow-up • They'll go to your competitor! • It’s all about TIMING! 10 (customers)
  • 42. Gleason Tax 1. Spent thousands on marketing and were getting poor results. 2. Discovered gold with educational marketing 3. Benefits of Magnet: • • Decreased marketing spend by more than 50% At the same time, increased leads by 120%
  • 43. Gleason Tax (Jeanette and Joe)
  • 44. Lifecycle Marketing – Before and After
  • 45. Original Runner Company Julie Goldman
  • 46. Example: Original Runner Company • • • From Shoebox to customer database Today: 20 different lead nurture follow up systems • Sample swatch + follow up • Based on wedding date Results: Increased Conversion by 60%! Julie Goldman
  • 47. • Example: Minutes Matter Used lead nurture campaign to follow up with Free Trial prospects: • Day 1: Fast Track Plan (sets expectations and preps them for success coach) • Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips • Day 20: Four-day special 20 percent off • Day 30: Last day of trial • Day 45: We haven’t heard from you • Increased conversion by 30%!
  • 48. Gut Check: How many prospects do you “drop” each month because they aren’t ready to buy today? 9:45
  • 49. e ycl ting c Life arke M SEO AD PPC Convert Sales + + 9:53
  • 50. Earn the right HELPFUL VERSUS PUSHY [Eliminate the Salesman Stigma]
  • 51. Human Healthy Vending • • • • • Were spending 8-10 hours per prospect Changed model so reps only talked with qualified, educated prospects (magnets) Decreased time spent selling by 75% They operate like a 20-person marketing department Grew from 0 to $5M+ in 3 years
  • 52. Private Counsel (Attorney) • Problems: Impatient shoppers, Client frustration • Solution: use content, videos, reports & emails, free value to the prospect/client • Breaks mold & pre-empts questions • Closes 100% of his appointments David Hierskorn
  • 53. Gut Check: How many additional prospects would buy each month with great follow-up? 9:56
  • 54. Questions?
  • 55. e ycl ting c Life arke M SEO AD PPC Deliver and Satisfy + + $ + + 10:05
  • 56. GIVE
  • 57. Ultimate Marketer of the Year Jermaine Griggs
  • 58. Ultimate Marketer of the Year Jermaine Griggs The Result: Increased Lifetime Customer Value from $90 to $375
  • 59. Customer Service As Marketing
  • 60. Book Recommendation
  • 61. Colorado Example: RARE
  • 62. 5 Reasons Wowing Customers is Important • • • • • Affirms buying decision. Excites customer about spending money with you and your company. Is an extension of your marketing. Creates opportunities to upsell (more touches). Leads to referrals, gives you a platform to ask for them.
  • 63. Customer Wow Strategies 1. Lottery ticket stapled to invoice. 2. CD/DVD telling company story, and what they are to expect as a customer. 3. Starbucks “welcome to the family” gift card. 4. Gift Card to Restaurant.com
  • 64. The Customer WOW Challenge What could you do to “WOW” every new customer? 10:13
  • 65. Gut Check: How many customers decide to stop doing business with you each month because you failed to WOW them?
  • 66. e ycl ting c Life arke M SEO AD PPC Upsell Customers + + $ + + 10:15
  • 67. Buying Mode
  • 68. What Company Does Upsells Masterfully… (for years)
  • 69. What Are Your Fries??
  • 70. Avg. Transaction Size 27% Increased by ____ Small Business Beat Attract Recession Nurture the Capture Kit Traffic Leads Prospects Convert Sales Deliver Get Upsell & Satisfy Customers Referrals $400 Upsell $400.00 Upsell
  • 71. Gut Check: How many past customers should be buying again this month but aren’t (because of poor follow-up/targeted upsells)? 10:20
  • 72. e ycl ting c Life arke M SEO AD PPC Get Referrals + + $ + + 10:22
  • 73. Gleason Tax (Jeanette and Joe) • Launched customer referral program ($10 gas card) • Tax clients automatically got an email. • Doubled referrals
  • 74. Gut Check: How many referrals do we lose each month because we don’t ask? 10:25
  • 75. Questions?
  • 76. Exercise: Adding Things Up How Could LCM Benefit Your Business?
  • 77. e ycl ting c Life arke M SEO AD PPC What Now? Map out the plan + + $ + + 10:32
  • 78. Maps Help You Create A Fluid Strategy Attract. Capture. Nurture. Convert.
  • 79. What tools can we offer to help businesses grow?
  • 80. All-In-One Sales and Marketing • • • • • Attract and Capture Leads Nurture Prospects Close Sales Wow and Upsell Your Customers Get Referrals 10:42
  • 81. Text the word: CPA 706 432 2355 706 432 2355 706 432 2355
  • 82. THANK YOU! @desireescales @desireescales @desireescales