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Zero-to-One - Building a Marketing Plan for Your Small Business

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Are you trying to figure out how to grow your small business? In this talk, Tyler Brooks from Analytive breaks down how to put together a strategy for your business that gets you leads.

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Zero-to-One - Building a Marketing Plan for Your Small Business

  1. 1. Zero-to-One Building a Full Marketing Plan for Your Small Business Tyler Brooks // Founder @ Analytive tyler@analytive.com 574-780-4207
  2. 2. In small business, leads matter.
  3. 3. Lead Generation > Marketing Plan
  4. 4. How do we get leads?
  5. 5. Digital Lead Generation
  6. 6. Digital Lead Generation is a ton of work. There’s no silver bullet.
  7. 7. Who is this talk is for? ● Businesses that rely on fresh sales leads ● Larger ticket items ($100+ Customer Lifetime Value) ● Medical, Personal, and Professional Services ● Businesses that have a little bit of money ($300/mo) to invest in marketing Who is this talk not for? ● E-commerce Businesses ● Retail and Restaurants ● Business with no marketing budget
  8. 8. Part 1: Understanding the Funnel
  9. 9. } Onsite } Offsite
  10. 10. Let’s start here.
  11. 11. The best marketing strategies won’t work if people don’t convert.
  12. 12. Don’t build pages like these
  13. 13. Do build pages like these.
  14. 14. High-converting websites answer three main questions.
  15. 15. What do you do? Why should I care? How do I buy?
  16. 16. Now let’s go to consideration.
  17. 17. Establish credibility with three questions.
  18. 18. Do you solve my problem? Do I trust you? Do others trust you?
  19. 19. Am I interested in your offer?
  20. 20. How do I know you exist?
  21. 21. Gain Awareness and Interest with three questions.
  22. 22. Are you where I’m spending time? Do you capture my attention? Are you providing me value?
  23. 23. Part 2: Building Sales Funnels
  24. 24. Step 1: Awareness Where are your customers?
  25. 25. When done right, almost any business can get value from these platforms
  26. 26. Facebook ● Target people in a demographic ● Find people who may never be searching for your product ● Create custom audiences based on your needs Google Search ● Target people based on intent ● Give them exactly what they want in that moment ● More direct competition
  27. 27. Step 2: Engagement Tools to carry your message
  28. 28. Google AdWords Facebook Ads Google Analytics MailChimp Wordpress/Landing Page The Starter Kit:
  29. 29. Landing Page A page designed to drive action
  30. 30. Example Landing Pages
  31. 31. Step 3: Measure Are you making money?
  32. 32. Setup Conversion Tracking!
  33. 33. Macro ● Make a purchase ● Visit a store/location ● Sign up to volunteer ● Download a coupon ● Make a donation ● Make a phone call Micro ● Sign up for an email list ● Engage on social media ● Download a whitepaper
  34. 34. Ultimately, you need to know how much acquiring each new customer costs.
  35. 35. Customer LTV > CAC
  36. 36. Step 4: Experiment Make what is good, better.
  37. 37. Copywriting Photos/Icons/Video Landing Page Design Ad Content Call to Action Value Proposition
  38. 38. Step 5: Profit Double down on what’s working.
  39. 39. Funnels Become Waterslides When you find a working combination, spend more money with it. But don’t stop testing other combinations.
  40. 40. Case Study - Mixcademy
  41. 41. At Analytive, we believe in funnels so much, we will structure our own deals around it.
  42. 42. This means we make money as you make money.
  43. 43. Part 3: Expanding Channels
  44. 44. Types of Channels ● PPC ● SEO ● Print Ads/Billboards ● Social Media ● Email
  45. 45. PPC - Pay Per Click Ads
  46. 46. Facebook ● Target people in a demographic ● Find people who may never be searching for your product ● Create custom audiences based on your needs Google Search ● Target people based on intent ● Give them exactly what they want in that moment ● More direct competition
  47. 47. SEO - Search Engine Optimization
  48. 48. SEO Factors ● Other Factors ○ Site Speed ○ SSL ○ Mobile Optimized ○ CTR ○ User Engagement ● Major Factors ○ Keywords ○ Links
  49. 49. Print Ads
  50. 50. Print Ads ● Use Coupons ○ Provides incentive ○ Provides call-to-action ○ Provides tracking ● Call Tracking
  51. 51. Print ads must be held to the same performance standards as digital.
  52. 52. Social Media
  53. 53. Most small businesses will never get a good return on the time investment they put on social media.
  54. 54. The deck is stacked against you.
  55. 55. 10%Conversion Rate
  56. 56. At $100 per conversion: Email - $1,000 Facebook - $150
  57. 57. Facebook doesn’t want you to succeed organically.
  58. 58. They want you to pay them to reach your own followers.
  59. 59. Social media will continue to have diminishing returns.
  60. 60. In other words, the original promise of social media to creating meaningful relationships with your customers is basically dead.* *Except with
  61. 61. Email
  62. 62. Email is still one of the most powerful marketing channels today.
  63. 63. Email ● Benefits ○ Direct Contact ○ As long as you provide value, people will stay around. ○ You own the channel ○ Higher engagement than social media ○ Most people still use email
  64. 64. Part 4: Recap
  65. 65. Think in funnels
  66. 66. Build funnels before doing “marketing”
  67. 67. Experiment with new channels, but hold them to the same standard.
  68. 68. Thank You! Keep up with us at http://analytive.com Tyler Brooks - tyler@analytive.com 574-780-4207

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