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Ramon Ray - Date Your Leads and Marry Your Customers

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Lifecycle Marketing Track - ICON14

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Ramon Ray - Date Your Leads and Marry Your Customers

  1. 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. 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. 3. The Ultimate Event for Small Business Success. You’re Not Alone Other businesses have the same challenges!
  4. 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. 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. 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. 7. The Ultimate Event for Small Business Success. YOU NEED A TOOL and PROCESS
  8. 8. The Ultimate Event for Small Business Success. Accounting Software vs Understanding Cash Flow Basics Having A Twitter Account vs Understanding Content Marketing
  9. 9. The Ultimate Event for Small Business Success. Lifecycle Marketing Grow sales. Save time.
  10. 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. 11. The Ultimate Event for Small Business Success. Phase One: Attract Target Collect Leads Attract Interest
  12. 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. 13. The Ultimate Event for Small Business Success. Target
  14. 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. 15. The Ultimate Event for Small Business Success. Successful companies start targeting narrow…
  16. 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. 17. The Ultimate Event for Small Business Success.
  18. 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. 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. 20. The Ultimate Event for Small Business Success.
  21. 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. 22. The Ultimate Event for Small Business Success. Attract Interest
  23. 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. 24. The Ultimate Event for Small Business Success. Get Noticed! • Content marketing • Social media • Face to face • Advertising • Partners and affiliates
  25. 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. 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. 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. 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. 29. The Ultimate Event for Small Business Success. Showcase Your Customers
  30. 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. 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. 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. 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. 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. 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. 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. 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. 38. The Ultimate Event for Small Business Success. Your copy will reflect your target attraction!
  39. 39. The Ultimate Event for Small Business Success. Collect Leads
  40. 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. 41. The Ultimate Event for Small Business Success. Provide Value to Get Value • Webinars • Podcasts • E-books • Training • Discounts • Coupons • Contests
  42. 42. The Ultimate Event for Small Business Success. After attracting the audience, make the sale or get contact information.
  43. 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. 44. The Ultimate Event for Small Business Success. Get Contact Information
  45. 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. 46. The Ultimate Event for Small Business Success.
  47. 47. The Ultimate Event for Small Business Success. Phase Two: Sell OfferEducate Close
  48. 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. 49. The Ultimate Event for Small Business Success. Educate
  50. 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. 51. The Ultimate Event for Small Business Success.
  52. 52. The Ultimate Event for Small Business Success. Content is the Mentor Content (Mentor) Content (Mentor) Hero (Prospect)Hero (Prospect)
  53. 53. The Ultimate Event for Small Business Success.
  54. 54. The Ultimate Event for Small Business Success. Educators are not selfish. DO NOT BE SELFISH
  55. 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. 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. 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. 58. The Ultimate Event for Small Business Success. What Do Your Customers Care About?
  59. 59. The Ultimate Event for Small Business Success. Offer
  60. 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. 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. 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. 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. 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. 65. The Ultimate Event for Small Business Success. Close
  66. 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. 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. 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. 69. The Ultimate Event for Small Business Success. Phase Three: Wow Deliver & Wow Offer More Referrals
  70. 70. The Ultimate Event for Small Business Success. What makes your business different?
  71. 71. The Ultimate Event for Small Business Success. Deliver and Wow More than you promised. Above and Beyond Expectations
  72. 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. 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. 74. The Ultimate Event for Small Business Success. Offer More
  75. 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. 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. 77. The Ultimate Event for Small Business Success. Offer More: Strategic plan
  78. 78. The Ultimate Event for Small Business Success. Referrals
  79. 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. 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. 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. 82. The Ultimate Event for Small Business Success. You have the framework for your success. Are You Ready to Thrive?
  83. 83. The Ultimate Event for Small Business Success. Small Business Sales and Marketing Scorecard Get Your Score at: www.SmallBizMarketingScore.com
  84. 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. 85. The Ultimate Event for Small Business Success. Lifecycle Marketing Grow sales. Save time.
  86. 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. 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. 88. The Ultimate Event for Small Business Success. ramon.ray@infusionsoft. com Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray
  89. 89. The Ultimate Event for Small Business Success. Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechhnology.com @Ramonray

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