Draft of NICHOLSON media online business development presentation

1. EVERY BUSINESS HAS A
REVENUE FUNNEL
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2. LOWER YOUR COST OF
CUSTOMER AQUISITION
To acquire customers in a cost effective way, focus
on two questions in your Revenue Funnel:
1. Find a more cost efficient and scalable way
to acquire customers (leads)
2. Monetize those customers at a much higher
level than your cost of acquisition (loyalty)
3.
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3. Inbound 62% lower cost per lead than outbound.
2010 survey: 60% lower cost per lead.
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4. OPTOMIZE
FOR
LEADS
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6. OPTOMIZE
FOR
LOYALTY
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7. FUNNEL TOP
GENERATE MORE WEBSITE
AWARENESS & GET FOUND
Inbound marketing
Blogging
SEO/SEM
Social Media
Influencer Campaigns
Press & Articles etc.
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8. MIDDLE
NURTURE and PRODUCE
QUALIFIED LEADS
Webinars
Free Trials
eMail Campaigns
Newsletters etc.
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9. YOUR FUNNEL WILL HAVE
BLOCKAGE
POINTS
FIND
AND ELIMINATE THEM
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10. IDENTIFY
YOUR BLOCKAGE POINTS USING
KEY METRICS
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12. ALIGN
EVERY MARKETING ACTIVITY TO ONE GOAL:
CREATING LEADS AND LOYALTY
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14. If it doesn’t create a lead, or
directly contribute towards closing a sale, or
If the cost per lead is too high…
IT DOESN’T BELONG
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16. SALES-DRIVEN FUNNEL
DESIGN
TO A
CUSTOMER-CENTRIC
FUNNEL DESIGN
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18. BEST PRACTICES FOR
DESIGNING YOUR
FUNNEL
Driven by Content & Community
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19. “FORRESTER RESEARCH BELIEVES THE TIME IS RIGHT
FOR THE ONLINE MARKETING SUITE.
THIS SUITE, UNDERPINNED BY A CENTRAL HUB,
IS THE EVENTUAL DESTINY FOR ALL
ONLINE MARKETING TECHNOLOGY”.
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21. IMPLIMENTATION
1. Define and differentiate your brand
2. Build a powerful, content-driven Website
3. Strategize and develop a plan
4. Manage an integrated campaign
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23. ROI DRIVEN CAMPAIGN
Sample 12 month budget assumptions:
• Limited client capacity: outsource most activities
• Has clear brand: Website needs optimizing
SEO, blog and site architecture (design, forms, calls to action, landing pages
• Content driven strategy: budget is essential for a
lead generation and loyalty building.
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30. HOW TO IMPROVE
VISITOR TO LEAD
CONVERSION RATES?
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51. WHAT IS A
“SALES & MARKETING
MACHINE?”
And how do you build one in 9 steps…
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53. 1. IDENTIFY Identify people in purchase decision
2. UNDERSTAND Address their buying process and concerns
3. ENTICE Design buying process & address concerns
4. ALIGN Ensure funnel actions lead directly to sales
5. LINK Link every funnel action to the next step
6. AUTOMATE Use software to automate
7. MEASURE Measure key funnel metrics
8. ANALYZE Identify blockage points
9. IMPROVE Better enticements and ways to address concerns
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54. LOWER YOUR COST OF
CUSTOMER AQUISITION
With digital inbound marketing, the marginal cost
per customer acquisition is typically close to zero,
so the cost per lead will continue to decrease.
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