In this brand new webinar, WordStream's founder Larry Kim and Ramon Ray, best-selling author and Infusionsoft Evangelist, speak on how to get more customers (and longer-lasting, happy customers) from just HALF the PPC leads! Larry and Ramon present a revolutionary 3 step-solution (attract, sell, & WOW) and introduce the concept of life-cycle marketing. ________________________________________________ For more information on WordStream's services, visit www.wordstream.com.

1. Hacking PPC Leads: How to
Get 3X More Customers from
Half the PPC Leads
Brought to you by:
www.wordstream.com/learn
#wowmyleads

2. Today’s Presenters
Larry Kim @larrykim
Founded WordStream in 2007
Leader of the Quality Score Revolution
Had a kid 8 months ago (#ppckid)
Headshot
#wowmyleads

3. Today’s Presenters
Ramon Ray @ramonray
Best-selling author of
Facebook Guide to Small Business Marketing
Small Business Evangelist at Infusionsoft
Publishes Smart Hustle Magazine
(@smarthustlemag)
Loves to do puppet shows
Headshot
#wowmyleads

4. Attract. Sell. Wow.
How To Convert PPC Traffic
Into Sales and Lasting
Customers
#wowmyleads

5. How many of you have
asked yourself…
#wowmyleads

6. Why aren’t more
people interested?
#wowmyleads

7. How can I get more buyers
from my PPC leads?
#wowmyleads

8. Why don’t my customers
tell their friends?
#wowmyleads

9. Tools + Process
Success
#wowmyleads

10. Lifecycle Marketing
Grow sales. Save time.
#wowmyleads

11. #wowmyleads

12. #wowmyleads

13. If you sell to EVERYONE
you sell to NO ONE
#wowmyleads

14. Who is NOT
your target market
#wowmyleads

15. 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
• It’s very expensive to go broad and mass
market
#wowmyleads

16. #wowmyleads

17. Get Noticed!
• Social content marketing
• Face to face / WOM
• Advertising
• Partners and affiliates
• Media coverage
• Be where your ideal
customers are
#wowmyleads

18. “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
#wowmyleads

19. Targeting is Important to
Improve Who You Attract
and Who You Sell To.
#wowmyleads

20. Cohort Analysis
A group of people who share a common characteristic over a
certain period of time
#wowmyleads

21. Different Customers Have
Different Needs…Hootsuite
learned a tough lesson
#wowmyleads

22. #wowmyleads

23. #wowmyleads

24. You need to
provide value,
to get value
#wowmyleads

25. You need to
provide value,
to get value
Use a Lead Magnet
#wowmyleads

26. Provide Value to Get Value
• Webinars
• Podcasts
• E-books
• Training
• Discounts
• Coupons
• Contests
#wowmyleads

27. 7 Signs of a Good Lead
Magnet
1. More value
2. Specific
3. Short
4. Good Visual
5. “Free”,
“Discounted”
etc
6. Cheat Sheet
7. Engaging
#wowmyleads

28. #wowmyleads

29. “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
#wowmyleads

30. #wowmyleads

31. #wowmyleads

32. NOT pitching
You’re EDUCATING
#wowmyleads

33. Selling insight
• Customers have access to information
• Give more value – don’t compete on price
• Is your product the OBVIOUS choice for a
buyer?
#wowmyleads

34. What do they
care about?
#wowmyleads

35. “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
#wowmyleads

36. Prospects have a need for
your service/product. YOU
need to convince (educate)
about you, service value and
their need.
#wowmyleads

37. Follow up best practices
Segmented audience and
personable.
#wowmyleads

38. Multiple Touches Are
Critical To Make A Sale
#wowmyleads

39. Calculating Your Touch
Number
Target market + price point + 7 touches +
what you need to convey = “touch
number”
#wowmyleads

40. #wowmyleads

41. Awareness Consideration Recommendation Purchase
Offer?
Offer?
Offer?
#wowmyleads

42. The good news…..
You don’t need Infusionsoft to
do this….however…
#wowmyleads

43. 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
#wowmyleads

44. #wowmyleads

45. Not just an exchange of money
#wowmyleads

46. You’re establishing a relationship
#wowmyleads

47. #wowmyleads

48. #wowmyleads

49. Deliver and Wow
More than promised.
#wowmyleads

50. How could you wow for $5?
#wowmyleads

51. #wowmyleads

52. Emotional bank account
• Deposit good will
• Trust grows
• Stronger relationships
develop
• Make a timely
withdrawal (more sales)
#wowmyleads

53. #wowmyleads

54. Referral insights
•Costs less to market to existing
customers
•Referral strategies help customers
develop referral habits
•Wow customers with service to rock
referrals
#wowmyleads

55. “We PARTNER with other
businesses who help us
spread the word to more
people than just through
our own efforts”
Tom Force
ICE Keytags
#wowmyleads

56. Make referrals EASY!
#wowmyleads

57. Referral Tips
• Ask for & reward customer referrals.
• Create a partner referral program.
• Offer the right incentives.
• Treat referrals as VIPs.
#wowmyleads

58. Why you should care about your
customers?• Price is not main reason for customer
churn. It’s poor customer service.
• The probability of selling to an existing
customer is 60 – 70%. The probability of
selling to a new prospect is 5-20%.
• It costs 6–7 times more to acquire a new
customer than retain an existing.
Credit – Colin Shaw
#wowmyleads

59. Why you should care about your
customers?
• Happy customers who get their issue
resolved tell about 4-6 people about
their experience.
• 70% of buying experiences are based
on how the customer feels they are
being treated.
• It takes 12 positive experiences to
make up for one unresolved negative
experience.
Credit – Colin Shaw
#wowmyleads

60. You have the framework for
your success.
Are You Ready to Thrive?
#wowmyleads

61. Interested in
Infusionsoft?
Want A Free
Lifecyle
Marketing
Planner?
www.infusionsoft.com/wordstream
#wowmyleads

62. Attract. Sell. Wow.
How To Convert PPC Traffic Into
Sales and Lasting Customers
Ramon Ray
Small Business Evangelist, Infusionsoft
Publisher, Smart Hustle Magazine
@Ramonray
www.infusionsoft.com/wordstream
#wowmyleads