The document discusses strategic marketing for small businesses. It outlines common problems with focusing too much on tactics and tools without a clear strategy, which can lead to chaos. The presentation promotes developing a strategic customer lifecycle framework first before implementing specific tactics. It provides examples of frameworks for different business types and discusses strategies for various stages of the customer lifecycle, including attracting traffic, converting leads, delighting customers, gaining referrals. It emphasizes tracking metrics by lead source to understand the true costs and ROI of different marketing activities.

1. The Strategic
Marketing Blueprint:
The Secret Weapon of Fast
Growing Small Businesses
Presented by Tyler Garns
Director of Marketing
@tylergarns

2. I used to be in & out of
psych wards all the time
@tylergarns

3. Psychosis: When Normal Mental
Processes Get Overactive
@tylergarns

4. Ever Felt Like This?
Biz Owners & Marketers Often Feel
Fearful & Trapped
@tylergarns

5. I’m not going to drug you, but it’s...
Time to Retrain Your Brain
@tylergarns

6. Typical Customer Lifecycle
Generate Interest
Sell, Sell, Sell
Get New Customers
Sigh Of Relief
Go Do It Again
Problem:
3 Holes In Your Funnel
@tylergarns

7. Typical Scenario
Generate Interest to get
100 prospects
10 People Buy
What if I want to double
my sales?
@tylergarns

8. How to Double Sales
Double Ad Spend
Double Time Spent
Generating Traffic
Double Sales Efficiency
All of these are out of
reach for small business
Why?
@tylergarns

9. Holes In Your Funnel
Hole #1: Lost Traffic
Ask yourself: How
much traffic came to
my site today and left
without me capturing
their info? How will I
ever follow up with
them again?
@tylergarns

10. Holes In Your Funnel
Hole #2: Lost Leads
Usually 10% of leads are
HOT - we convert those
What about the rest?
What about the people
who aren’t ready to buy
now?
@tylergarns

11. Did You Know?
How many
leads each
month are
labeled as
“bad” and
dumped into
hole #2?
@tylergarns

12. Holes In Your Funnel
Hole #3: Lost
Customers
You lose 68% of
customers because of
INDIFFERENCE*
Are your customers
buying more?
Are they referring?
@tylergarns *According to a study conducted by the Technical Assistance Research Project in Washington D.C

13. Holes in your funnel are a
result of focusing on tools &
tactics - while ignoring
strategy
@tylergarns

14. Can you imagine?
POINT “A” - SAUDA
POINT “B” - NOIDA
@tylergarns

15. Any statement that starts
with “You MUST do X”
where X is a tactic (or a
tool), is a statement to be
wary of!
@tylergarns

16. Don’t buy any tool or try any
tactic if you don’t have a
map!
@tylergarns

17. What’s The Result?
CHAOS
@tylergarns

18. Tools + Tactics (without strategy) = CHAOS
@tylergarns

19. Build the Strategy First
Then Find Tactics & Tools That Accomplish The
Strategy
@tylergarns

20. Framework for Strategy:
The Perfect Customer Lifecycle
@tylergarns

21. @tylergarns

22. Service Business
Attract Traffic
Capture Leads
Nurture
Convert Sales
Deliver & Satisfy
Upsell
Referrals
@tylergarns

23. Heating & Air Conditioning
@tylergarns

24. @tylergarns

25. Online Retail
Attract
Capture Leads
Nurture
Convert Sales
Deliver & Satisfy
Upsell
Referrals
@tylergarns

26. @tylergarns

27. What would it be worth?
@tylergarns

28. Traffic Attraction Strategies
The Internet has taught us:
Build it, and they will not come!
Killer Content - Blog Posts, Tools, Videos, etc.
Social Media
Partners
Referrals
Advertising
@tylergarns

29. Lead Capture Strategies
“Sign up for our Newsletter” is NOT a lead capture
strategy
Free Report, eBook, etc.
Access to Video, Audio, Podcast, Premium Content
(membership site), etc.
Request a Quote
Surveys, Polls, Contests & Drawings
Offers, Coupons, etc.
Live Event, Webinar, Teleseminar
@tylergarns

30. Lead Nurture Strategies
Typical Autoresponder = Robotic - Your Prospects
Don’t Want to Be Treated Like Robots
New Lead, Hot Lead Sequence, Cold Lead Sequence
Long Term Nurture Sequence
Weekly Newsletter
New Customer Sequence
Customer Satisfaction Sequence
Event Follow Up Sequence (Pre & Post)
@tylergarns

31. Sales Conversion Strategies
If you rely solely on your sales reps, you’ll never achieve
the sales your organization is capable of
Automate Sales Stage Communications
New Prospect
Discovery Info
Objection Handling
Supporting Evidence
@tylergarns

32. WOWing Customer
Strategies
Imagine you have only 1 customer - craft the PERFECT
EXPERIENCE for that customer
Then Put Systems In Place for Quality Control
Welcome Sequence (make it personal & relevant)
Customer Satisfaction Sequence (offer bonus for
completing)
@tylergarns

33. Upsell Strategies
Upsell During Checkout (during sales process - would
you like fries with that?)
Post-Purchase Upsell (get ‘em while they’re hot)
Happy Customer Upsell (post cust. sat. survey)
Product-Specific Upsell/Refill (automatic ink delivery,
service package, warranty, etc)
Product-Specific Cross-Sell (ink -> paper - could be
partner product/service)
@tylergarns

34. Referral Strategies
You & Your Friend Get a Discount
Free Product/Service If You Refer A Friend
Referrals Don’t Have To Come From Customers - Use
Happy Leads To Drive Traffic
@tylergarns

35. Let’s see it applied
Janette Gleason, Gleason Tax Advisors
@tylergarns

36. Lead Nurturing
the Minutes Matter Way

37. Who are we?
Mother, daughter-in-law team
1 employee
5 sub-contractors
Products ~ graphic design software
Company is 12 years old
Target market: Interior Designers
Majority of customers are female
Ages between 40 - 60

38. Lead nurturing increases . . .
Trust in your company and you
Awareness of all services and products your
company offers
Efficiency in office procedures
Interaction between you and your customer
Trust, awareness, efficiency = SALES

39. In our past life . . .
Had three additional team members
45 – 60 downloads per month
15% of our leads converted to customers
within 60 days
Nurturing consisted of three emails – all
sales orientated
One phone call from team member
All purchases were processed manually

40. Nurturing today . . .
Send 14 nurturing emails
2 – 3 follow-up calls from team members
5% convert on the “20% off email”
20% of our prospects convert to customers
within 60 days

41. Customer lifecycle. . .

42. Scoreboard . . .
Automation is key
Sales are up 30% from last year
20 – 30 more downloads per month
70% prospects keep us on their radar

43. Where do we get our leads?
Industry trade shows
Speaking engagements
Offer giveaways to association events
Free trial on website
Weekly ezine
Facebook
LinkedIn
Blog

44. New Lead Campaign
Day 1 ~ Fast Track Plan & Lounge
Day 3 ~ Welcome
Day 6 ~ Meet success coach
Day 14 ~ Series of how to use Studio tips
Day 20 ~ 4 day special 20% off
Day 30 ~ Last day of trial
Day 45 ~ We haven’t heard from you

45. Maintaining ~ Double opt in

46. Give them helpful tips . . .

47. Higher level of support. . .
Free monthly webinars
Automatically registered for our online forum
Free email tech support
Free telephone tech support
Free recorded tutorials
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.-,*$*,*0$/25*($&*0,%1*$+%9*$#.-#$:023$-(;$123<-(;$)*:20*6$
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48. Create staff automation
Day 1 ~ Register for our “online forum”
Day 3 ~ Call to confirm download success
Day 20 ~ Phone call if they did not schedule
coaching session

49. Create purchase automation
Receipt automatically sent
Customer is tagged for each purchase
Task sent to staff when appropriate
Video purchases sent automatically
Physical products automatically sent to
fulfillment house

50. Video purchase automation

51. Adding value . . .

52. What campaigns work . . .
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53. More campaigns that worked . . .
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54. Build customer loyalty . . .
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55. How do you build loyalty?

56. Connect with me
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57. Live M.A.P.ping Session
I need a volunteer
@tylergarns

58. “I’ve got this crazy
idea I want to share
with you...”
Jack Born Perry Marshall
http://www.tacticaltriangle.com
@tylergarns

59. Poll: What is the BEST
source of traffic?
Social Media
PPC
Organic
Advertisements
Partners/Affiliates
@tylergarns

60. Most Common Mistake
100% focused
finding Zero focus on
traffic Conversion
or
Economics
The Tactical Triangle
@tylergarns

61. The Smart Way
Focus on
conversion and
economics and
traffic will be easier
The Tactical Triangle
@tylergarns

62. Key Point:
Write this down:
In order to understand the economics of your business,
you MUST be able to track your traffic all the way
through your business, by LEAD SOURCE
@tylergarns

63. Typical Tracking:
Google Analytics
But what happens once someone opts in or
purchases?
Does your email marketing system track source?
What about your e-commerce system or POS
system?
@tylergarns

64. Focus: Lead Source
PPC SEO
Referrals
Organic Media Walk-Ins
Website Business
@tylergarns

65. The Perfect Customer
Lifecycle
@tylergarns

66. Tracking Costs by Lead
Source
1. Lead
2. Opportunity
3. Sale
Let’s see how it’s done...
@tylergarns

67. Surf School
1 Week surf school
+ accessories,
repeat business, etc.
1-year value of a
customer = $4300
@tylergarns

68. @tylergarns

69. @tylergarns

70. Tactical Triangle Applied
Source Cost Leads CPL Prospects CPP Customers CPCust
Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00
Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00
Organic $0 697 $0.00 413 $0.00 173 $0.00
Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94
PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10
Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
@tylergarns

71. @tylergarns

72. @tylergarns

73. You MUST connect:
Customer Data
@tylergarns

74. Lead Source ROI Reports
@tylergarns

75. Poll: How much could your
revenue increase?!
$1,000
$5,000
$10,000
$25,000 or more
@tylergarns

76. What is Infusionsoft?
If you combined ACT!, 1ShoppingCart, Aweber,
Salesforce.com, ConstantContact, and Outlook - you
still wouldn’t have Infusionsoft.
Infusionsoft is less expensive than adding all those
thing together, and it has some secret sauce (hint:
automation) that you can’t get anywhere else.
#1 Marketing Automation solution for small business,
used by 6,000+ businesses and many gurus.
@tylergarns

77. Who is Infusionsoft for?
Professional Services: Other Services:
Doctors, Lawyers, Landscaping, House
Real Estate, Insurance, Cleaning, A/C
etc. Repair, Pest Control,
Martial Arts, Dance
Online Retailers
Info Marketers &
Widgets, Accessories,
Internet Marketers
Camping Gear, etc.
@tylergarns

78. Infusionsoft - All-In-One
The Perfect Customer Lifecycle
@tylergarns

79. @tylergarns

80. Peter, UK (after 1st session)
“From a business point of view, what we just
went through was one of the most helpful things
that I’ve ever gone through in my business. So, I
want to thank you for that. This is really what I
needed. Thank you so much. How many of
these session do I get with you, and how much
will it cost me to have extra sessions?”
@tylergarns

81. Quick Start Bundle
If you’re maxing out Aweber, we can help you transition
We’ll help you build out your unique Marketing
Automation Plan (M.A.P.)
2 Campaign Configurations -(custom solution)
2 Flex Blocks to get help with other things - your
choice (we’re flexible)
FUNdamentals webinars, weekly mastermind webinars,
Help Center, Tech Support
@tylergarns

82. Quick Start Bundle
You’d pay $20k+ for Marketo setup
We have a $4k option or a $2k option
@tylergarns

83. End Goal For You
KNOW what works and what doesn’t in your business
No More CHAOS
You’re in control - automatically
You can do what you want, when you want
Infusionsoft frees up your resources
You’ll never tolerate disorder or manual, repetitive tasks
again
Your business will thrive, not just survive
@tylergarns