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Ramon Ray - Date Your Leads and Marry Your Customers

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Lifecycle Marketing Track - ICON14

Lifecycle Marketing Track - ICON14

Published in: Sales, Business, News & Politics

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  • Speaker Details:
    Ramon Ray
    Small Business Evangelist, Infusionsoft
    Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth.
    Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices.
    He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author.  His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing.
    Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology.
    Session Description:
    Join us on an exciting journey to learn the steps to get new customers and keep the ones you have.  Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal:  attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
  • Gleasons: Multiple systems to manage business (such as Excel and others)
    • Spending lots of money to get leads, instead of nurturing the ones they had
    Original Runner Company: First season of Shark Tank
    • Kept customers on index cards; overwhelmed by success
    Presidential pools
    Down Housing market slashed their sales (from 2,000 pools in 2006 to 500 in 2010)
    • Manual data entry
  • Gleasons: Multiple systems to manage business (such as Excel and others)
    • Spending lots of money to get leads, instead of nurturing the ones they had
    Original Runner Company: First season of Shark Tank
    • Kept customers on index cards; overwhelmed by success
    Presidential pools
    Down Housing market slashed their sales (from 2,000 pools in 2006 to 500 in 2010)
    • Manual data entry
  • Gleasons: Multiple systems to manage business (such as Excel and others)
    • Spending lots of money to get leads, instead of nurturing the ones they had
    Original Runner Company: First season of Shark Tank
    • Kept customers on index cards; overwhelmed by success
    Presidential pools
    Down Housing market slashed their sales (from 2,000 pools in 2006 to 500 in 2010)
    • Manual data entry
  • Gleasons: Multiple systems to manage business (such as Excel and others)
    • Spending lots of money to get leads, instead of nurturing the ones they had
    Original Runner Company: First season of Shark Tank
    • Kept customers on index cards; overwhelmed by success
    Presidential pools
    Down Housing market slashed their sales (from 2,000 pools in 2006 to 500 in 2010)
    • Manual data entry
  • Creating sales and marketing strategy for your small business can be daunting. Infusionsoft's Lifecycle Marketing model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Infusionsoft, Lifecycle Marketing has helped thousands of small businesses achieve success. 
    The beautify of Lifecycle Marketing is the simplicity of the model, which can be applied any small business regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love.
    Lifecycle Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow
    Within each of the 3 phases are strategies
    Within each of the strategies are tactics
    Speaker Note: There are deep dives into each of these phases, but since this is an overview we won’t touch on EVERYTHING.
  • Attracting customers starts with focus because, let’s face it, most consumers aren’t actively looking for your company. More often than not they’re looking for a solution that satisfies a particular need they have and will discover you either by accident or because you have a great Attract strategy in place.
    Getting noticed in this noisy world is critical for the success of your business, but it’s not always easy to get the word out. The best way to get noticed is to start with a narrow focus. Define your ideal target by researching their demographics, attitudes, behaviors, motivations and favorite places to hang out, both online and in person. Then, start engaging with them in a helpful way, but be sure to have a way to follow up with them before they leave.
    Attract is the first phase in the Lifecycle Marketing model, which is comprised of three key stages:
    Target: Knowing Your target customer and getting clarity around your positioning statement (positioning is not included in this presentation – please refer to Greg’s presentation in the Big Ideas Track)
    Attracting Interest
    Collecting Leads
  • As entrepreneurs, we have big dreams. We want the entire world to know our products and services are available to everyone who has dollars to spend. Sometimes we want success so badly that we spend huge sums of money trying to attract the world to our products and services only to find that we’ve overspent our budgets without adding any new customers.
    It’s hard to get noticed in this clutter-filled world, but attempting to reach everybody with your product or service is not only inefficient, it’s also very expensive. That’s why it’s important to narrowly define your target customer and meet them where they are.
    As it turns out, the largest companies all started with a small list of defined target customers. Amazon started out targeting book buyers who were comfortable shopping online and who had internet connections. Facebook targeted Harvard students before it expanded to other universities and audiences. If you want your business to grow, you should also start small. Creating a positioning statement is a great place to start.
    Two key strategies in the TARGET STAGE include creating a target customer and developing a position statement.
    In this overview, we will only touch on finding your target customer.
  • Benefits of clarity include:
    More effective (focused) marketing messages
    Effectively find customers of that type.
    Design products and services to meet the needs of the right customers.
    Have increased Customer Satisfaction, Referrals, etc.
    Businesses almost always suffer when they try to be everything to everyone.
    It’s too expensive to market to the whole world.
    Marketing messages don't resonate.
    Customers aren't happy and don't refer.
  • Boy trying to get all the birds gets none of them
  • Demographics explain “who” your buyer is, while psychographics explain “why” they buy.
    Demographics
    Demographic information often includes age, gender, ethnicity, income, geographic location, as well as other types of information about who they are, where they live, and what they do. This type of information can be found through a variety of sources like the American Fact Finder that is offered through the Census Bureau (http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml)
    Psychographics
    Customer psychographic information provides more in-depth profiling about how your customers think about things and how they spend their money. Psychographic information will include things like what type of music they like, which types of brands they buy, how often they go shopping, how much money they spend on certain purchases, and etc. It takes a look at the psychological and cultural reasons behind why people make certain purchasing decisions. This type of information is very important to have especially due to the amount of cultural and racial diversity found in many communities as those factors can also influence purchasing habits. A good place to look for this type of information for customers in your area is to use Nielsen's PRIZM psychographic codes by zip code. (http://www.claritas.com/MyBestSegments/Default.jsp?ID=0&menuOption=home&pageName=Home&filterstate=&sortby=segment_code&prevSegID=2000)
    You can also find out psychographics with surveys, reviewing actions taken in your marketing campaigns, focus groups, and on social media
  • The positioning statement is a key strategy of the Target stage. Greg is giving a one hour deep-dive into this topic. Refer the participants to his session since you won’t have time to do a deep dive in one hour.
    The Foundation of Marketing Strategy
    Before you ramp up marketing spending and re-tool your tactics (for you or your clients), you need to be sure the message you are broadcasting through these channels is the best it can be. Who is your target market? What is the biggest thing they want that you deliver with excellence? Why is your offering different and better than your competition? How do you describe yourself so they get it? Your strategic positioning statement answers all of these clearly so you and your team can create the most effective marketing possible.
  • Once you know who your target customers are, you’ll need to find out where they are most likely to come in contact with and be receptive to your brand messaging. Think about location both online and in person.  Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood?
    After you’ve identified where they are likely to find you, start focusing your efforts there. Perhaps this means that you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way.
    Our focus for this presentation:
    Online methods: Content and social media marketing
    Offline methods: Events and direct mail
  • Low budget = low
  • There are many different strategies and tactics for getting noticed. This slide lists a few.
  • 2014 Small Biz ICON Best in Class – Customer Experience
    Although Greg Harrelson won the category customer experience, his content strategy is a pretty solid example.
    About:
    The Harrelson Group is a traditional real estate company that employs non-traditional lead generation and servicing strategies. We are currently serving the Myrtle Beach and Charleston, S.C., markets. Both offices focus on selling residential homes, condos and resort properties.
    In 2012, we ranked No. 16 of ALL Century 21 offices in the United States. You may not think that No. 16 is that big of a deal, but you must understand that my company only had 33 agents at that time and the companies that we were competing against had 150 or more agents. Because of the systems and coaching we have in place, we were ranked No. 1 for “Per Agent Production” in the country. We averaged 35 sales per agent in an industry where the national average is only three properties sold per agent per year.
    Using Infusionsoft, I control the content that goes out from all of our 50+ agents. I have positioned my company as an authority by disseminating useful, educational content to our local market. The result is thousands of people seeing the value in our content, and they are calling us instead of us calling them.
    Whenever you have a company with 50 individual sales people, it is hard to deliver a consistent message to the public. We use Infusionsoft as our centralized system for communication, which allows me to control the quality of the message, the consistency of the message and the frequency of its delivery. All of these things factor in to us being the leader in our marketplace.
    Because I’m scaling content among multiple users, we are able to have 30,000 to 40,000 people getting our non-sales message every month. These messages contain valuable information that a property owner needs to see what’s happening with their assets. Infusionsoft helps me deliver information to my clients like CNBC delivers information to stock brokers. The reward is that people look at us like an authority.
    I want to be the authority on “all things real estate” in our market. In other words, I want people to see us a their personal resource for real estate information. There are companies like Zillow and Trulia that do a good job at showcasing information, but they have to deliver a “one size fits all” message. I think the consumer has evolved and no longer wants to be part of generic messages. Infusionsoft allows us to understand our audience and deliver the proper message at the appropriate time. This gives us an advantage over the competition. We are focusing on every message enhancing the lives of the consumers.
    Describe your lead nurturing process and content.
    With our campaigns, we are keeping our prospects in long-term helpful and educational campaigns that continue to build credibility and establish our agents as market authorities in our area. As an example, in our General Buyer Campaign, we continue to send useful and helpful content to prospective buyers for a 24-month period and monitor their consumption of information.
    When a prospect clicks through to go to our MLS, to view a video, or to review a PDF, it notifies the Owner Agent that this individual is consuming information and provides them with an opportunity to reach out to that individual and offer assistance in their home searching needs. This in turn pulls old prospects back to the foreground and helps our team to schedule appointments.
    Another feature is that we are prompting our buyer prospects in this campaign to submit, via a hosted form, a buyer questionnaire that further informs our buyers’ agents of a variety of questions that are most helpful for our buyers’ agents to know and allow for further segmentation of our buyer prospects!
    As well, all of our seller leads are sent a monthly marketing mailing every month that is designed through automation to reflect their specific community and agent. Even if an individual has cycled through our long-term nurturing campaigns, they will continue to receive these mailings and may be entered into additional campaigns based on their participation patterns within the mailing through the tracking of specific link clicks that are topically oriented.
  • Your cornerstone content is the content that you create that basically answers all of the questions that anyone would ever have about your product. It bridges the gap between the unknown.
  • Different channels for different demo and psychographics
    Once you know who your target audience is – you can find out where they “hang out” and engage there.
  • 2014 Small Biz ICON Best in Class - Social Media Marketing
    Please describe your business in detail.
    In 2002, we purchased a veterinary hospital that had been in business for 40 years. We created a vision for the future and we hired a couple of more veterinarians to support the growth. The business earned $965,000 in 2001 prior to our purchase.
    Every year, we have more than 10,000 transactions. People make appointments over the phone or face to face. Up until now, we didn’t have a reason to collect or to use any of the client email addresses. Infusionsoft now gives us the opportunity to add value and have conversations with our clients in between appointments.
    When I look back to our beginning at the veterinary hospital, I am amazed at how much we have done to improve our day-to-day operations. We have earned the American Animal Hospital Association Accreditation, which only about 12% of the veterinary hospitals in America earn, in addition to more than 20 awards that we have won. To qualify for the designation of the American Animal Hospital Association Accreditation, we had to meet the requirements of the 950 written protocols for the hospital. We continue to meet their requirements and standards.
    Our passion is to help pets to live their best life by being both happy and healthy. While we help pets, we help their guardians as well. Creating nurturing campaigns through Infusionsoft to stay in touch with our clients is a valuable addition to our business. Sometimes the biggest fear our clients and pet owners in general face is the fear of the unknown. They may fear what they don’t know. By offering educational opportunities, we can send them valuable tips based their situation. For example, if their pet has arthritis, we can add them to a sequence that educates them about the various ways to help their arthritic pet. Infusionsoft allows us to send relevant information based on the diagnosis of their pet.
    Our vision is to change the way people take care of their pets by including holistic medicine into their pet’s healthcare plan. We are the first veterinary hospital in the Bay Area to offer Hyperbaric Oxygen therapy (HBOT) for our patients. In addition, we offer stem cell therapy. Infusionsoft helps us by educating clients and helping them based on their specific and unique needs. For example, when pet owners inform us that their pet is suffering from a wound that won’t heal, we put them in a Hyperbaric Oxygen Therapy sequence to educate them how HBOT can heal the wound the way other modalities may not. It allows us to better educate and treat our patients.
    What social platforms are you using to market your business? (i.e. Facebook, LinkedIn, etc.)
    We are currently using Facebook, Pinterest, Twitter, Instagram, YouTube, and Google + to market our business. Instagram is our newest addition.
    How many followers do you have on each social platform?
    Below are the numbers of followers we have on each social platform:
    Facebook: 14,098Google+: +1,098 & 87 have us in their circles Twitter: 910Pinterest: 248YouTube Subscribers: 24Instagram: 12
    How are you using social media to market your business? (i.e. targeted ads, contests, branding, lead generation and capture, etc.)
    We post content and photos on a regular basis (minimum of 3 posts per day) and reply to questions and comments from our followers. We promote some of our popular posts on Facebook to grow leads. We set up our very own 30-day photo challenge on Instagram, Facebook and Pinterest, getting clients and potential customers engaged and able to win prizes. We connect with community members and share pictures and stories to with them.
    We make a few posts per day to constantly provide value and education for our followers. Majority of our posts are education, client/patient success stories, hospital news and new awards we’ve won.
    How are your social campaigns integrated with Infusionsoft and/or GroSocial? Please provide a screen shot of your campaign (see below).
    We set up a GroSocial Facebook tab to show our Yelp Reviews and our online store, available directly through our Facebook page. Customers are able to purchase our products directly from our Facebook page, without leaving Facebook.We used Grosocial to set up Facebook contests, which us to grow more leads.
    We also have a Grosocial tab set up on Facebook where anyone can sign up to receive free pet care tips. The form is connected to Infusionsoft along with an Infusionsoft tracking code to see how many people sign up through the Facebook tab. We use Grosocial to create cover photos and various graphics for Facebook and
    Twitter. Speaking of Twitter, we easily created custom backgrounds specific to our brand on Twitter.
    Please describe the results you've seen from using social media to market your business (please provide data on increase in followers, customers, ROI, etc.)
    In Jan. 2013, we had 300 fans on our Facebook business page. By Dec. 2013, the number grew to more than 14,000. This is more than a 4,566% increase.Leads have become more engaged with the content we post resulting in more shares, likes and plus ones on Google +, along with retweets. Now we have the ability to design customized programs for our email list of over 7,000 people and continue to build that list.
  • As you begin attracting more consumers to your business, you’ll want to make sure they don’t leave and forget about you. Give them something to take with them in exchange for their contact information. This is called a lead magnet and can be anything of value, such as a free report, coupon or giveaway.
    Attracting customers starts with focus. Knowing whom you’re talking to, where to find them and how to encourage them to give you their contact information is the strategy that will set you apart from your competitors.
  • Once you’ve attracted the right audience, you need to either make the sale or get their contact information so that you can follow up.
    Build trust and give your prospects a reason to opt-in.
    Here are examples of things you can provide to your audience to get them to opt in.
  • Small Biz ICON Finalist – Salon Success Strategies
    Please describe your business in detail.
    We are a professional marketing company that caters to salons, day spas and medical spas. Our foundational program is a monthly marketing program that creates, designs and implements our clients campaigns.
    How do you get leads to opt-in to your marketing list (landing pages, forms, etc.)? Please include links to any online material s .
    our main page allows leads to sign up for a free membership to receive tips *see http://www.salonsuccessstrategies.com/
    Our warming emails that we send out through our partners allow clients to receive free tips *see https://salonsuccess.publishpath.com/free-tips#. We have several more campaigns that go out to leads or direct leads to our pages to entice them to sign up. *see https://salonsuccess.publishpath.com/follow-up-procedure-form#. If we are at a show, we usually have a laptop or Ipad available offering if people sign up on site we will enter them into a contest to win a free marketing kit.
  • Here are examples of tactics used to get information.
    Pop up opt-ins work.
    Forms are a great way to get prospects to opt-in.
    Other tactics include holding contests with online forms or fishbowls in your physical location.
    Ipads and kiosks at your events
    Asking for contact information at point of sale never hurts either
  • Consumers have access to more information than they ever have before. According to the North American Technographics® Consumer Deep Dive survey, 82% of consumers research a product before they buy. They’re also paying more attention to price and value.
    Value plays a vital role in influencing purchasing decisions especially for small businesses that can’t compete on price.  Savvy small business owners know that consumers use their experiences and interactions with their brand to shape their choices. These experiences begin before consumers realize that they have a need. As a small business owner, you must have a strategy in place that makes your product or service the obvious choice when they’re ready to buy. This is your SELL strategy.
    Sell is the second phase in the Lifecycle Marketing model and getting started with your Sell strategy involves three unique stages:
    Educate
    Offer
    Close
  • Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education.  Obviously, you’ll need to understand your target consumers before you can educate them.
    As you build out your content strategy; consider how your message serves your target customer’s basic, psychological or self-fulfillment needs. Then, build foundational content on your website, blog, social networks or other communication platform that meets those needs.
    Building trust is essential and it takes time. Consumers will take more of what they need to know from organizations that give them what they want to know. Continue to be helpful and useful in the content that you provide always striving to create experiences that:
    Makes your target consumer smarter
    Looks out for their interest
    They can easily access
    They can share socially
  • Your Content is the mentor.
    It must educate your prospects and customers along a journey (hopefully to buy your product or service)
    Help your prospect be the hero through your guidance and wisdom…even if that means it’s not your product (this time)
  • Obviously you must know your audience.
    Take into consideration their readiness to buy. For example - if you’re a dentist and they’re looking for your address – they are most likely ready to buy. If they’re searching for teeth cleaning techniques or comparing dentists – you’ll need to mentor them along the process with answers to their questions.
    Connects because you educate based on their values/motivations
  • Follow up should be to a segmented audience and be personable.
    Personable – means comes from a real person. Do not send “no reply” emails.
    Segmented – means that you can speak to the person as if they are the only person that matters. No general emails!
  • To determine when to provide an offer you have to understand your target customer’s buying process. The best way to do this is to observe past customers actions and create a buying process map. Then, match your sales process to their buying process.
    If you have a sales team or if you are the entire sales team you’ll want to optimize your resources so that you spend your limited time with consumers that are qualified. Lead scoring is a great tactic to use that will help ensure that you spend your time on those high converting individuals.  Regardless of your tactic, the most optimal time to make an offer to a consumer is when they’re evaluating options and before they finalize recommendations.
  • Recall from Educate step….
  • 2014 Small Biz ICON Best in Class – Online Sales
    About Keeping Current Matters:
    We help real estate professionals provide a higher level of service to their clients through a monthly membership full of market-related content they use to educate their buyers and sellers
    Here’s what's really great about Keeping Current Matters:
    Well designed page
    Valuable Offer
    Step 1: Free 14-day trial (name, co name, email, phone)
    Step 2: After free trial (cc)
    Clear CTA
    Follow-up
    Onboarding seq
    Cart abandonment seq
    Some trouble email
    Reiterate benefits email
    Upsell seq
  • High-end usually requiring hundreds of dollars per month
    Low-end usually transactional in nature
  • High-end usually requiring hundreds of dollars per month
    Low-end usually transactional in nature
  • Closing the sale involves more than just an exchange of money or signed documents. In a direct sales conversation, the close involves clear communication, good presence and written documentation. In an ecommerce business, the close involves ensuring that there is a mechanism for collecting payments and processing the order. Regardless of your business type, the close is the signal that the deal has been negotiated and you can now begin the process of delivery.
    Nobody wants to be “sold”. Your customers want the information that they need in order to make an informed buying decision that will positively impact their lives. Be helpful in your education, present offers at the right time and don’t forget the close.
  • 2014 Small Biz ICON Best in Class – Direct Sales
    Please describe your business in detail.
    Modern Martial Arts started with a single location on the Upper West Side of Manhattan on October 1st, 2001. I had no students, no funding, and no roadmap for our future. All I had was a vision for what I wanted this little martial arts school to become.
    Now we’ve expanded to four Manhattan locations on the Upper West Side, Upper East Side, Midtown, and Tribeca. We have 1,200 members, 70% kids and 30% adults. Memberships are in terms of 6 or 12 months, new students starting at 6 months and then renewed on a yearly basis. A new member’s value is $1,000, but that same member has a lifetime value of $12,500. Our programs have expanded over the years and we now have not only kids & adult martial arts, but also a strong jiu-jitsu program and a women’s cardio class.
    Describe your sales organization and your typical sales cycle.
    Our business depends on reaching as many prospects as possible and converting them to members quickly. The typical prospect will make it through their trial stage and convert to membership in two weeks or less. We have set procedures for how to guide a prospect along at each step of the way. We have phone scripts aimed at getting people to come in and try us out with as little resistance as possible, as well as sales scripts that guide the prospect into signing a contract. With hundreds of prospects at each location, organization is key. That’s how Infusionsoft’s Opportunity Stages have made our sales process even more efficient.
    Describe your sales process. What are the stages in your sales process?
    After a prospect calls into the school or opts-in online, we schedule them for an introductory two-class trial. At the end of the trial, we first try to sell a membership before they walk out the door. If that doesn’t work, we depend on follow-up emails and phone calls to sell the membership. Once a membership is purchased, the retention of the buyer is crucial. Members will be up-sold into premier packages throughout their time with us, with the average member having a $12,500 lifetime. Though the majority of our revenue comes from memberships, we do offer physical products (sparring gear, uniforms, t-shirts, bags, etc.) to procure sales and extend our branding further out the door.
    How do you leverage automation as part of your sales process?
    With a small sales team (usually two staff members per location) and hundreds of prospects to track, the automation helps keep any one prospect from falling through the cracks. If things are busy at the business and the sales team doesn’t have time to call a prospect the day after their trial, we know that the automated emails are there to keep us on the prospect’s mind. Often times a prospect will respond directly to the emails,
    eliminating the back-and-forth element of phone tag.
  • In today’s economy, competition is fierce. This means that you must differentiate your business from those of your competitors. If you’re not differentiating your business based on price, you must differentiate it based on value. The best way to do this is by delivering a consistent Wow experience to your customers each time you interact with them.
    Wow is the third phase in the Lifecycle Marketing model. Getting started with a Wow strategy involves three key stages:
    Deliver and Wow
    Offer More
    Ask for Referrals
  • The first stage in delivering a Wow experience is to deliver more than what you promised. This may seem simple and obvious, but in the hustle and bustle of daily work, it’s often overlooked.
    To deliver a wow experience, make sure that you’re providing the service or product that your customers pay for in a timely fashion. Then go above and beyond their expectations by providing additional value that leverages your strengths.
  • Small Biz 2014 ICON Finalist – Salon Success Strategies (sends messages, cookies and a thank you card)
    Tell us why you started your business?
    My husband had been working as a builder, but we had a very young family, and his pay checks were very irregular - we needed to find a business that would give us a steady income.His brother was in Property Leasing and he suggested that Office Cleaning was an industry that always prospered, even in bad economic times. So we started there...
    Describe how you use Infusionsoft to streamline the product and/or service delivery process.
    For our new customers our marketing automation campaign starts even before our Customers say ‘yes’ to our services...
    It begins with our on-boarding process. A quote web form that is filled out by our prospect from our website collects some of their data. Other prospects may come through to us via a telephone call, so we’ll just use our web form to record all the necessary details.
    After this stage, we then go one of two ways. Either, (a) it’s a small job (1 x per week), and we can quote that without an on-site visit, or; (b) we need to send someone out to the site to do the quote.
    For option (a) – we complete a web form with the pricing details, which cleaner will do the job, the profitability %, what it’s going to cost the customer per week and per month. Once we hit ‘submit’ a detailed quote goes to the prospect.
    For option (b) – we complete the web form complete with details on time/date that we’ll meet with them on-site. This then sends a follow up message if it’s more than 3 days away. There is also a task sent to Hamish to advise him where/when and who he is to meet with, and in this email is a clickable link that will take him to a quote web form .
    While Hamish is on-site, he quickly gets the quote web form from the link, and using his iPad, ticks off the services the customer requires, at the end, he hits ‘submit’. Once he hits that button, it sends a thank you email to the customer for his/her time, and promises to get them a quote shortly.
    It also sends a task to the office to advise that a quote needs to be done.
    Quotes are also generated using web forms and save us so much time! Once a client says ‘yes’We complete the final web form which sends out a welcome email to the customer, a notification to our accounts department complete with full financials, a notification to our Cleaner to inform them they have a new client’s office. All of those steps are via email.
    Then, our sequence sends a queued fulfilment for our customers contract, and also a contract for the cleaner to sign. Using the fantastic Settleware e-signing technology, we get our contracts signed in a fraction of the time it used to take us before. There’s no friction doing it this way – and I would highly recommend anyone who needs contracts signed, to do it this way...
    After all of this, our Customer campaign is designed to give lots of personal touches. We wanted to make the Customer experience with Cleancorp a personalized one, so we designed a Send Out Cards Campaign which runs in our New Customer Campaign. We send out a welcome card to the customer, and it’s from their new cleaner - the person who will be keeping their office clean each day, with a photo of them, and a little bit about what they like to do etc.. We did this to personalize the customer experience, and make the interaction between customer and cleaner more humanized. The results from this step alone have absolutely amazed us all – complaints down, referrals way up, happier cleaners, happier customers..
    Two weeks into a new contract, we'll send out Cookies and a Thank You card from our Managing Director, Hamish Macqueen - our customers love the cookies, and it's at this point that we often get some of our best testimonials.
    I’ll finish by saying, that there is not one thing that we do in our delivery of service, that does not have a huge amount of Infusionsoft streamlining in it. To share every process we have would take you a long time to read through, but I hope the process I have described gives you a good idea of what we do..
  • The second stage in delivering a Wow experience is to offer more to your customers. Determining what to offer and when to offer it involves a bit of strategy.
    According to Stephen Covey, the author of The 7 Habits of Highly Effective People, human beings have an emotional bank account. This account starts with a zero balance and fluctuates based on deposits and withdrawals.  When more emotional deposits are made into consumer’s emotional bank accounts, their trust and confidence grows resulting in stronger relationships.
    The easiest way to make deposits is to determine how you can help your target customers and provide a solution.  The solution doesn’t have to be your specific product or service nor does it have to result in a sale. Your solution can be as easy as providing tips and resources related to their inquiry. The key to a strong relationship resides in your ability to make more deposits than withdrawals.
    After you’ve made a few deposits, you’ll want to make a withdrawal. Timing and positioning is important.  Here are three ways to tactfully increase your revenue while continuing to be helpful:
    Cross Sell: Customers aren’t always aware of the perfect product or service pairings and may be willing to purchase related items that enhance their experience.
    Upsell: Listen to your customers and try to understand their needs. They might be willing to pay extra for special treatment, warranties or monthly programs.
    New products: Remember to help your customers by identifying things that will enhance their lives by notifying them of new products or services.
  • Ask yourself…what products do I sell that compliment one another. How can I cross-sell them? Should I pair them together?
    What products can you supersize? Do you have an entry level training product that you can combine with a larger training product to make one supersized training product?
  • You’ll spend less money marketing to existing customers than trying to attract new ones, so that’s why it’s so important to wow them from the start. Anticipate their needs and deliver more than what you promised in either quality, quantity or by recommending something that satisfies their needs. Leverage your strengths because that’s what sets you apart from your competition and don’t be surprised if you start hearing from their friends. Referrals are one of the cheapest ways to expand your business; wowing your current customers is the fastest way to earn referrals.
    Finally, asking and rewarding customers for a referral completes the Wow experience. Effective referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain. Providing small gift cards, discounts or movie tickets for referrals is a great way to demonstrate your appreciation.
    Beyond Wow
    Customers no longer put up with poor customer service, inefficiency and indifference. They simply choose a different provider for what they need and often times they’ll never tell you that they’ve moved on. Small businesses that want to maximize the value of each customer need to implement a Wow strategy before it’s too late.
  • 2014 Small Biz ICON Best in Class – Lead Gen (but partners with businesses)
    Please describe your business in detail.
    “I.C.E” stands for In Case of Emergency. Our products and capabilities have evolved over the last two and a half years, to the point that we are currently launching a global protective service that we could not create or implement without Infusionsoft.At the very beginning, the very core and heart of our business, is the ICE Keytag (theicekeytag.com). The concept behind this is very simple...
    1. Each tag has a place where a person can write in the phone number of THE PERSON they want notified in the event that they are in a serious accident. No confusion, no broken or locked cellphones – just an easy way for first responders to reach next of kin. So simple – so effective.2. We also have an entry for someone to put their cellphone number on the tag, so that if the keys are lost, and subsequently found, the finder can get them back to the owner in a matter of minutes. Once again – a simple
    and effective solution to what can be a nightmare if it happens to YOU!
    We augment these protective services with a freely downloadable EMS Information Form from our website. This form is designed to enable the owner to convey a wide range of critical medical information to first responders. It should be in the glove compartment of every car they drive, and if appropriate, taped to the inside of their medicine cabinet as well.
    We started with some generic designs for the tags – all of which are slightly larger than a standard keytag – and has our prominent I.C.E. in red on the end so it stands out. It dawned on me one day that we could exponentially increase our reach, and make some good money at the same time, by creating tags that were also marketing pieces for businesses. Any type of business could benefit from the exposure that advertising on an ICE Keytag brings. Real Estate agents, doctors, auto dealers, restaurants, even funeral homes have partnered with ICE Keytags. Not only do we provide them with great exposure and increased customer loyalty, we provide dynamic QR code marketing campaigns as well as a members only promotional site to reach tag holders all over the world.
    The beauty of this system is that these businesses not only help themselves in myriad ways, but they help us spread the ICE protective system to exponentially more people than we could just selling one tag at a time through our own efforts. These partners also get to enjoy the benefits that come from giving something of value back to the community. It’s a wonderful partnership!
    One highly respected marketing “guru”, best selling author Jack Mize, described our program this way:“The ICE Keytag system is one of the most innovative marketing strategies I’ve seen in a long time. It combines solid marketing principles with life changing potential that builds customerloyalty and referrals.”
    Describe your referral partner program (optional) and the results you've generated from it.
    As I mentioned earlier in this entry, the heart of our massive global growth is our referral affiliate program. We have hired and trained hundreds of commissioned,1099 sales reps (in our biz, this is the same as referral affiliates) – in both a free affiliate program and a paid program, all thru the referral program that Infusionsoft provides.
    There are a variety of ways that a potential sales rep will find out about us (craigslist, webinars, referrals from current reps...and all roads lead to the same Infusionsoft powered landing page (www.icekeytag.com/prospect). Here they are captured and sent through a short orientation about the company and the opportunities. Once they buy the sales rep package, we have a flow that has them provide information for their custom video and website (which is sent to our video and web production service), trains them through a series of videos and online content, and is reinforced through online quizzes powered by Infusionsoft. When they have finished training, they are redirected to Rightsignature.com to obtain their sales rep agreement and sign it online. When we are notified that they are done, we complete a task that sends them a welcome email and grants them access to their back office and a separate sales rep resource site.
    The training consists of 5 modules of training, 3 videos, and the tagging of reps as they move through the system. This tagging provides them with the correct level of qualifications for their advancement through their membership site, ensuring that the proper “next” level of training appears on their screen when they log in. This flow is a beautiful thing, as I never have to interact with the trainees as they move thru the system. I used to have to spend a lot of time manually moving each one through our program before Infusionsoft. The user experience, however, still makes the customer fell that they are getting one on one attention throughout the whole process.
    Our many levels of affiliate participation:- We allow any customer to become a 25% commission referral affiliate simply by filling out the short enrollment form. This is just for folks who want to be paid for referrals but don’t see this as a business opportunity.
    - When we first started our commissioned sales rep program, I paid a flat commission of 50 cents per tag sold. This was easy to do and calculate. These are my legacy reps – they have been with us since the pre- Infusionsoft days. After the transition, reps were given the chance to migrate to the override/ percentage system that new affiliates sign up for.
    - The core of our current referral affiliate program is the 30/5/1 tiered override program. This rewards affiliates who have brought on other affiliates. Of all the invaluable virtues of Infusionsoft, the ability to provide an override system was the one made me tell the Infusionsoft sales rep “are you kidding? Where do I sign up?”!
    I have always been a firm believer in the power of small override systems. It incentivizes your affiliates to bring on new affiliates, rather than look at them as the competition. So – in our system:
    - We pay a full 30% commission to our sales reps (affiliates) on just about everything they sell. Their immediate up line affiliate receives a 5% override, and that goes up one more level to a 1% override.With hundreds of products and hundreds of affiliates...the only way I can handle all of this is with the automatic accounting done by Infusionsoft. “Payday” (the first of every month) would be the consummate nightmare if I had to calculate these payments manually. With the referral partner ledger it’s a snap! I can complete it all in
    an hour, versus days of doing it the old fashioned way! The ledger system in the back office also does a nice job of keeping the affiliates updated in real time – which means they aren’t bugging ME!
    Affiliates do the large majority of their marketing through a wide variety of applications involving the coded affiliate links residing in the link generator section of the affiliate center. As of this writing we employ 39 affiliate tracking links. At the core of their marketing tools is their customized sales rep website, complete with customized marketing video (see sample at icesalesrep.com/CA319). We embed their personal links in up to 10 hotspots on their home page, so we can capture just about any lead that stops by, no matter what their interest.
    We also provide affiliates with a “custom” sales rep support site, which is actually a membership site using Wordpress, Infusionsoft and iMember360. Imember provides the gateway and the path after initial log in is determined by the tags the affiliate has. The customer experience, however, is of a custom page built just for them. By the way – we also do the same thing for out commercial customers – they have their own Infusionsoft powered membership site as well.
  • The LCM scorecard provides an analysis of your website and business activities along with recommendations that will get you headed in the right direction.
  • Have the audience repeat after you…attract, sell, wow.
  • Speaker Details:
    Ramon Ray
    Small Business Evangelist, Infusionsoft
    Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth.
    Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices.
    He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author.  His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing.
    Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology.
    Session Description:
    Join us on an exciting journey to learn the steps to get new customers and keep the ones you have.  Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal:  attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
  • Speaker Details:
    Ramon Ray
    Small Business Evangelist, Infusionsoft
    Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth.
    Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices.
    He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author.  His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing.
    Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology.
    Session Description:
    Join us on an exciting journey to learn the steps to get new customers and keep the ones you have.  Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal:  attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
  • Speaker Details:
    Ramon Ray
    Small Business Evangelist, Infusionsoft
    Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth.
    Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices.
    He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author.  His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing.
    Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology.
    Session Description:
    Join us on an exciting journey to learn the steps to get new customers and keep the ones you have.  Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal:  attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
  • Speaker Details:
    Ramon Ray
    Small Business Evangelist, Infusionsoft
    Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth.
    Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices.
    He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author.  His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing.
    Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology.
    Session Description:
    Join us on an exciting journey to learn the steps to get new customers and keep the ones you have.  Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal:  attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
  • Transcript

    • 1. The Ultimate Event for Small Business Success. Date your Leads and Marry Your Customers with Lifecycle Marketing Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
    • 2. The Ultimate Event for Small Business Success. Our Business Challenges • Not enough leads – “why aren’t more people interested?” • Not enough follow up with leads – “almost customers” • Not enough follow up with customers – “customers are not happy” • Not enough referrals or upsells – “I’m not getting enough referrals” • Multiple system chaos – “I’m using 3 or 4 different systems to manage my business”
    • 3. The Ultimate Event for Small Business Success. You’re Not Alone Other businesses have the same challenges!
    • 4. The Ultimate Event for Small Business Success. You’re Not Alone: The Gleasons (Financial Advisory Services) • Multiple systems to manage business (Excel and others) • Spending lots of money to get leads, instead of nurturing the ones they had Other businesses have the same challenges!
    • 5. The Ultimate Event for Small Business Success. You’re Not Alone: Original Runner Company (Shark Tank Season One) • Kept customer information on index cards • Overwhelmed by success Other businesses have the same challenges!
    • 6. The Ultimate Event for Small Business Success. You’re Not Alone: Presidential Pools • Down housing market, cut sales • 2,000 pools in 2006 to 500 in 210 • Manual data entry Other businesses have the same challenges!
    • 7. The Ultimate Event for Small Business Success. YOU NEED A TOOL and PROCESS
    • 8. The Ultimate Event for Small Business Success. Accounting Software vs Understanding Cash Flow Basics Having A Twitter Account vs Understanding Content Marketing
    • 9. The Ultimate Event for Small Business Success. Lifecycle Marketing Grow sales. Save time.
    • 10. The Ultimate Event for Small Business Success. What is Lifecycle Marketing • Simple framework • Attract customers, grow sales, wow customer experience • Developed by sales and marketing ninjas • Give you back time for what YOU love • 3 Phases, 3 strategies, many tactics
    • 11. The Ultimate Event for Small Business Success. Phase One: Attract Target Collect Leads Attract Interest
    • 12. The Ultimate Event for Small Business Success. Attraction Concepts • Prospects aren’t looking for your company • Discover you by accident or through your attraction strategy • Narrow focus • Engage and follow up
    • 13. The Ultimate Event for Small Business Success. Target
    • 14. The Ultimate Event for Small Business Success. Target concepts • Big dreams, rule the world , sell to everyone! • Selling to everyone is inefficient and expensive • Narrowly define target customer • Meet them where they are
    • 15. The Ultimate Event for Small Business Success. Successful companies start targeting narrow…
    • 16. The Ultimate Event for Small Business Success. If You Sell to Everyone, You Sell to NO ONE Know who your target market IS and Who it is NOT
    • 17. The Ultimate Event for Small Business Success.
    • 18. The Ultimate Event for Small Business Success. Benefits of clarity in target customer • More focused marketing messages • Find the right type of customer • Design products and services to meet the right customer • Increased customer satisfaction and referrals
    • 19. The Ultimate Event for Small Business Success. Your Target Customer Demographics: Who they are • Gender • Age • Income • Geography • Education • Ethnicity • Employment level • Size (B2B) Psychographics: Why the buy • Values • Motivations • Attitudes • Beliefs
    • 20. The Ultimate Event for Small Business Success.
    • 21. The Ultimate Event for Small Business Success. Your Position Statement Once you’re clear on your target, it’s time to develop your positioning statement. The Foundation of Marketing Strategy Greg Head, Infusionsoft Chief Marketing Officer Friday, April 25th 10:40-11:40 The Big Ideas Track
    • 22. The Ultimate Event for Small Business Success. Attract Interest
    • 23. The Ultimate Event for Small Business Success. Your Attract Strategy • Your attract strategy is a function of your budget, audience and offering. • Where do your customers hang out? • What can you allocate for marketing budget? • How will you get noticed?
    • 24. The Ultimate Event for Small Business Success. Get Noticed! • Content marketing • Social media • Face to face • Advertising • Partners and affiliates
    • 25. The Ultimate Event for Small Business Success. Content Marketing is: • Creating and sharing valuable content that attracts, educates & engages people. • Telling stories that connect the audience to you and your brand.
    • 26. The Ultimate Event for Small Business Success. Content Marketing Goals • Educate • Inspire • Entertain • Persuade • Create conversation • Establish authority • Lead generation Consumption Leads to Behavior
    • 27. The Ultimate Event for Small Business Success. “We are the AUTHORITY in our market. Thousands of people see the value in our content, and they are calling us instead of us calling them.” -Greg Harrelson Century 21 Harrelson group Demonstrate Authority
    • 28. The Ultimate Event for Small Business Success. Content Topics Ideas • Cornerstone content (FAQ about your product) • How-to instructional videos • Concepts or ideas • Opinions or perspectives on current events • Research and analysis • Tips and tricks • Recommendations • Insider information
    • 29. The Ultimate Event for Small Business Success. Showcase Your Customers
    • 30. The Ultimate Event for Small Business Success. Examples of Content Types • Blog posts • Videos • Images / pictures • Reports • Infographics • Emails • Coupons / offers • Games and Contests
    • 31. The Ultimate Event for Small Business Success. Social Media is: • The channel(s) that are used by customers and prospects to communicate among themselves and with companies. • This communication can result in leads, sales or advocacy. • Also used as a customer support channel.
    • 32. The Ultimate Event for Small Business Success. Social Media Marketing Goals • Listen & learn • Engage • Influence • Build community • Build connection & loyalty • Customer service • Communications • Lead generation Participation Leads to Behavior
    • 33. The Ultimate Event for Small Business Success. Where is Your Target Market? • 53% male • 47% female • 65% of users are 35+ • 53% female • 47% male • Largest demographic is American Women under 25 • 68% female • 32% male • 90% of users are under 35 • 80% women • 20% male • 1 hr 17 mins per week (avg. user) • 50% male • 50% female • Largest demographic is 18-34 year olds • 67% male • 33% female • “28 year-old male techie”
    • 34. The Ultimate Event for Small Business Success. “We’ve grown our Facebook page from 300 to more than 14,000 fans. We CONNECT with our followers online.” -Lee Richter Holistic Veterinary Care Connect
    • 35. The Ultimate Event for Small Business Success. Social Media Topic Ideas • Quick response to inquiries, complaints or compliments. • Current events • New product or service • Customer success stories • Pictures and quotes • Contests • Discounts • Reminders
    • 36. The Ultimate Event for Small Business Success. Social Media Success is F R E A •Frequent •Relevant •Engaging •Analytics Weaving Social Media throughout your Lifecycle Marketing Strategy Heather Dopson, Manager of Social Strategy Thursday, April 24th 1:30-2:30 Lifecycle Marketing Track
    • 37. The Ultimate Event for Small Business Success. Examples of Other Attract Tactics • Pay per click • Advertisements • Review sites • Direct mail • Directories • Events • Professional organizations • Networking
    • 38. The Ultimate Event for Small Business Success. Your copy will reflect your target attraction!
    • 39. The Ultimate Event for Small Business Success. Collect Leads
    • 40. The Ultimate Event for Small Business Success. Lead collection insight • Don’t let prospects forget you • Give them a LEAD MAGNET so they won’t forget you
    • 41. The Ultimate Event for Small Business Success. Provide Value to Get Value • Webinars • Podcasts • E-books • Training • Discounts • Coupons • Contests
    • 42. The Ultimate Event for Small Business Success. After attracting the audience, make the sale or get contact information.
    • 43. The Ultimate Event for Small Business Success. “We have identified three questions that allow us to DIVIDE our leads. This allows us to spend our time only on the most qualified and interested ones.” -Heather Lemere Salon Success Strategies Be Efficient
    • 44. The Ultimate Event for Small Business Success. Get Contact Information
    • 45. The Ultimate Event for Small Business Success. Lead capture tactics • Pop-up subscription forms • Forms • Contests , digital fishbowls (or real ones) • Kiosks or tablets at events • Contact information at point of sale
    • 46. The Ultimate Event for Small Business Success.
    • 47. The Ultimate Event for Small Business Success. Phase Two: Sell OfferEducate Close
    • 48. The Ultimate Event for Small Business Success. Selling insight • Customers have access to massive pre- sales information • Customers are focused on price and value • Give more value – don’t compete on price Is your product the OBVIOUS choice for a buyer?
    • 49. The Ultimate Event for Small Business Success. Educate
    • 50. The Ultimate Event for Small Business Success. Education insight • Customers pay attention when motivated • Gain their attention via interaction and education • Does your message serve customer needs • Build content to meet needs • Trust is important, takes time • Be helpful, don’t sell, money will come
    • 51. The Ultimate Event for Small Business Success.
    • 52. The Ultimate Event for Small Business Success. Content is the Mentor Content (Mentor) Content (Mentor) Hero (Prospect)Hero (Prospect)
    • 53. The Ultimate Event for Small Business Success.
    • 54. The Ultimate Event for Small Business Success. Educators are not selfish. DO NOT BE SELFISH
    • 55. The Ultimate Event for Small Business Success. Create Amazing Content 1. Know your audience 2. Know where they are in the buying process 3. Connect with them by educating them on topics that they care about 4. Create a sequence of positive (human) experiences that leads them on a journey to purchase 5. Always follow up
    • 56. The Ultimate Event for Small Business Success. “We FOLLOW UP. Our email messaging is very personal and all emails are written as if I were sitting down to write an email to an individual, never a list.” -Nadine Larder Printer Bees Follow up
    • 57. The Ultimate Event for Small Business Success. Follow up best practices • Follow up should be to a segmented audience and be personable. • Personable – means it’s sent from a real person. Do not send “no reply” emails. • Segmented – means that you can speak to the person as if they are the only person that matters. No general emails!
    • 58. The Ultimate Event for Small Business Success. What Do Your Customers Care About?
    • 59. The Ultimate Event for Small Business Success. Offer
    • 60. The Ultimate Event for Small Business Success. Offer insight • Understand customer buying process to make a good offer • Create buying process map • Lead scoring helps spend time with high converting prospects • Optimal offer time: When they’re evaluating options, before finalize recommendations
    • 61. The Ultimate Event for Small Business Success. Misconceptions “There is a misconception in the world that selling hard turns your audience off and gives your company a bad vibe. There are two qualifiers necessary before you can sell hard and not have any backlash — permission and relevancy. People only feel icky about being sold to when either they didn't give you permission to do so, or the content/product/service you are offering (and the way you are selling) isn't relevant to them.” – Aaron Stead
    • 62. The Ultimate Event for Small Business Success. “We designed a custom 2-step order process that has allowed us to increase overall SALES significantly.” -Bill Harney Keeping Current Matters Make it Easy
    • 63. The Ultimate Event for Small Business Success. Sales Offer Tactics – Short Sales Cycle•Free offers and trials •Discounts •One-click upsells •Product pairing •Chat support •Make it easy to buy •Cart abandonment sequences •Active engagement on social media to drive awareness and sales •Social media offers are linked to product
    • 64. The Ultimate Event for Small Business Success. Sales Offer Tactics – Long Sales Cycle •Lead scoring •Onboarding sequences •Detailed FAQ •Long sales page •Social and content marketing to drive awareness and establish authority or expertise
    • 65. The Ultimate Event for Small Business Success. Close
    • 66. The Ultimate Event for Small Business Success. Close best practices • Beyond exchange of money • It’s about clear communication • Good presence • Written documentation • Payment process
    • 67. The Ultimate Event for Small Business Success. Ensure Sales Excellence in Staff - Training • Written process • Training • Call listening • Coaching and feedback • Automate if possible
    • 68. The Ultimate Event for Small Business Success. “With a small sales team and hundreds of prospects to track, the AUTOMATION helps keep any one prospect from falling through the cracks.” -Mario Guerrero Modern Martial Arts Automate
    • 69. The Ultimate Event for Small Business Success. Phase Three: Wow Deliver & Wow Offer More Referrals
    • 70. The Ultimate Event for Small Business Success. What makes your business different?
    • 71. The Ultimate Event for Small Business Success. Deliver and Wow More than you promised. Above and Beyond Expectations
    • 72. The Ultimate Event for Small Business Success. “We HUMANIZE the interaction between the customer and their cleaner. We serve our customers with pride and instill pride in all our employees and their chosen career.” -Lisa Macqueen Cleancorp Be Human
    • 73. The Ultimate Event for Small Business Success. The $5.00 Challenge What could you do with $5 or less to wow every new customer?
    • 74. The Ultimate Event for Small Business Success. Offer More
    • 75. The Ultimate Event for Small Business Success. Emotional bank account • Deposit good will • Trust grows • Stronger relationships develop • Make a timely withdrawal (more sales)
    • 76. The Ultimate Event for Small Business Success. Offer more best practice… • Cross sell: customers aren’t aware of perfect product/service matches • Upsell: Listen to customer needs and ways you can provide added value • New products: What new solutions might customers want from you
    • 77. The Ultimate Event for Small Business Success. Offer More: Strategic plan
    • 78. The Ultimate Event for Small Business Success. Referrals
    • 79. The Ultimate Event for Small Business Success. Referral insights • Costs less to market to existing customers • Referrals is lowest cost of marketing • Referral strategies help customers develop referral habits • Wow customers with service to rock referrals
    • 80. The Ultimate Event for Small Business Success. “We PARTNER with other businesses who help us spread the word to more people than just through our own efforts” -Tom Force ICE Keytags Partner
    • 81. The Ultimate Event for Small Business Success. Make Referring Easy • Ask customers for referrals. • Reward customers who refer. • Send customers a link to a review site • Leverage social media to create online word of mouth. • Create a partner referral program. • Make it easy. • Offer the right incentives. • Treat referrals as VIPs.
    • 82. The Ultimate Event for Small Business Success. You have the framework for your success. Are You Ready to Thrive?
    • 83. The Ultimate Event for Small Business Success. Small Business Sales and Marketing Scorecard Get Your Score at: www.SmallBizMarketingScore.com
    • 84. The Ultimate Event for Small Business Success. What’s Next • Other Lifecycle Marketing sessions • Commitment to implement one thing you learned today • See the awesome results • Implement more improvements • Spend some time doing what you love
    • 85. The Ultimate Event for Small Business Success. Lifecycle Marketing Grow sales. Save time.
    • 86. The Ultimate Event for Small Business Success. Do you want to host Lifecycle Marketing in Your Home Town? ½ Day Sales and Marketing Clinic (PR, branding, media) Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray
    • 87. The Ultimate Event for Small Business Success. ½ Day Sales and Marketing Clinic - Lifecycle Marketing - Personal Branding - Free Publicity through Media Coverage - Social Media for Business Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray
    • 88. The Ultimate Event for Small Business Success. ramon.ray@infusionsoft. com Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray
    • 89. The Ultimate Event for Small Business Success. Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray