In today's competitive business landscape, small businesses and marketers are constantly seeking ways to increase sales, improve customer experiences, and optimize their resources. Learn how to effectively plug the gaps in your customer lifecycle and create tailored experiences that resonate with your audience, converting prospects into loyal clients and advocates.

1. KEYNOTE
Sarah Laws
FOUNDER
LAWS MARKETING CONSULTING
HONOLULU, HI ~ JULY 13 - 14, 2023
DIGIMARCONHAWAII.COM | #DigiMarConHawaii
DIGIMARCONPACIFIC.COM | #DigiMarConPacific
Unleashing Your Growth
- How Marketing Automation
Can Streamline & Scale Your
Small Business

2. Unleashing Your Growth
Discover How Marketing
Automation Can
Streamline & Scale
Your Business
Sarah Laws

3. • The Perfect Customer Lifecycle
• How Lifecycle Marketing is currently in
your business and what might be missing
• How to use the Lifecycle Marketing
Framework to plan for the future
What we’ll cover today

4. • Founder of Laws Marketing & Consulting, Martini
Mastermind and CEO of Fullstack Marketing
• Marketing nerd, serial entrepreneur & wearer of
many hats
• Based in Port Orange, Florida, married for 17 years
w/ 2 crazy smart teenagers and a ferocious but
adorable dog
Who Am I?

5. Common Business Frustrations
• Not enough leads
• Low Conversion %
• Frustrated Customers/Poor Buying Experience
• Time Consuming Clients
• Poor Social Ratings
• Higher Customer Acquisition Cost (CAC)
• Lower Customer Lifetime Value (LTV)
• Things getting dropped/forgotten
• Customers aren’t getting the service you want to give them
• Too much to do and not enough time to do it

6. Let’s Make Some Assumptions

7. The Perfect Customer Lifecycle

8. Lifecycle Marketing

9. • Gather Leads
• Engage
• Sell
• Deliver & Wow
Lifecycle Marketing

10. Lifecycle Marketing:
Gather Leads

11. Current
• How does your target customer find you?
• Where do you get leads from?
• How do you store information?
• Size of your contact list
• How often are you contacting via email?
Lifecycle Marketing: Gather Leads

12. Future
• Lead Magnets: Free reports and papers, free course,
giveaway, coupon code
• Focus on away (avoid) language
• Capture lead information
• Trigger follow-up
Lifecycle Marketing: Gather Leads

13. Lifecycle Marketing:
Engage

14. Current
• How many leads per month?
• How many close quickly?
• What do you offer before they buy?
Lifecycle Marketing: Engage

15. Future
• Identify gaps and opportunities
• Asking for sale immediately vs progressive follow-
up
• Initial communication should build value and trust
• Follow-up with 7-9 touchpoints
Lifecycle Marketing: Engage

16. Lifecycle Marketing:
Sell

17. Current
• How do customers pay?
• Income generated by core product offering?
• Last year’s revenues?
Lifecycle Marketing: Sell

18. Future
• Sales automation and quote tracking opportunities
• E-commerce for one-time purchases
• Subscription based & recurring payments
• Easy upsells & cross sales
Lifecycle Marketing: Sell

19. Lifecycle Marketing:
Deliver & Wow

20. Current
• What can you upsell?
• Do you generate referrals from customers?
• Do you know if customers are satisfied?
• How do you stay in touch with customers?
Lifecycle Marketing: Deliver & Wow

21. Future
• Ask for referrals and incentivize happy customers
• Ask customers for feedback
• Offer upsells and the ability to buy again easily
Lifecycle Marketing: Deliver & Wow

22. Priority Path

23. The Perfect Customer Lifecycle
Current vs Future: Where are the gaps?

24. Your Perfect Customer Lifecycle Priorities

25. A Powerful Process

27. A Powerful Process

28. Key Components of the
Planning Framework
Strategy Tactic Assets Content Tools Skills Owner Timeline

29. Strategy: Represents WHAT you want to accomplish
Tactic: Represents HOW you will accomplish the strategy
Assets: How the tactic will be accomplished or experienced
Content: All copy, graphics, videos, forms, etc. required to build the assets
Tools: The mechanisms - software, service, equipment, etc. that you will use to
generate/operate/deliver each asset or content piece
Skills: Skills required to create the content, use the tools, or build the assets
Owner: Who is responsible for each step of the process: skills, tools, content,
and assets
Timeline: When the content and/or assets will be completed by

30. Planning Framework Example
Strategy: Generate New Leads
Tactic: Paid Facebook Ads with Free Checklist Offer
Asset #2:
Landing Page
Asset #3:
Thank You Page
Asset #4:
Delivery Email #1
Asset #5:
Delivery Email #2
Asset #6:
Delivery Email #3
Asset #7:
Checklist Asset
Asset #1:
Facebook Ad
Copy, Web Form,
Graphics
Copy, Graphics Copy, Graphics Copy, Graphics Copy, Graphics
Copy,
Call-to-Action
Graphics, Copy
Keap, Canva,
Pixlr
Keap CB, Email
Builder, Pixlr
Keap CB, Email
Builder, Pixlr
Keap CB, Email
Builder, Pixlr
Keap, Canva
Facebook Ads
Manager, Canva,
Word
Wordpress,
Canva, Pixlr
IS Landing Page
builder, Design,
Copy
Keap Email
Builder, Tags,
Design, Copy
Keap Email
Builder, Tags,
Design, Copy
Keap Email
Builder, Tags,
Design, Copy
Design, Copy
Facebook Ads,
Design, Copy
Wordpress
backend, Design,
Copy
S
T
A
C
T
S
Copy - Michael,
Web Form -
Robert, Graphics
- Kristina
Graphics -
Kristina, Copy -
Michael
Graphics -
Kristina, Copy -
Michael
Graphics -
Kristina, Copy -
Michael
Copy - Michael,
Call-to-Action -
Kristina
Graphics -
Kristina, Copy -
Michael
Graphics -
Kristina, Copy -
Michael
Copy - 8/10, Web
Form - 8/11,
Graphics - 8/12
Graphics - 8/12,
Copy - 8/10
Graphics - 8/12,
Copy - 8/10
Graphics - 8/12,
Copy - 8/10
Copy - 8/10,
Call-to-Action -
8/15
Graphics - 8/12,
Copy - 8/10
Graphics - 8/12,
Copy - 8/10
O
T

31. What is your biggest goal
right now?

32. Challenge…

33. Questions?

34. Mahalo!
sarah@lawsmarketing.com
Sarah Laws