This document provides an overview of strategies for improving the customer lifecycle and plugging leaks that cause small businesses to lose customers. It discusses tracking three "black holes" where businesses lose traffic, leads, and customers. It then outlines approaches for each stage of the customer lifecycle, from attracting traffic and capturing leads to nurturing leads, converting sales, delighting customers, upselling, and gaining referrals. Specific tactics are suggested for content marketing, social media, lead generation, lead nurturing, sales processes, customer satisfaction, and referrals.

1. Your 2012 Marketing Plan
Simple & Powerful
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2. U.S. Job Growth in Aug-Sep
1-49
Employees
500+ Created
Employees 60,000
Jobs
Lost 5,000
Jobs
September 2011 ADP National Employment Report®
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3. The Unfortunate Reality of
Small Business...
Scott Shane: Illusions of Entrepreneurship: The Costly Myths that Entrepreneurs, Investors, and Policy Makers Live By.
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4. Why do small
businesses die?
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5. Failure to
Thrive
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6. Failure to
Grow
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7. Grow or
Die!
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8. Typical Marketing Plan
• Executive summary • Market
segmentation
• The Challenge
• Alternative
• Situation Analysis
Strategies
Company Analysis
• Short & Long-Term
Customer Analysis Projection
Competitors • Conclusion
SWOT Analysis • Appendix
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9. Typical Marketing Plan
Scratch
• Executive summary
• The Challenge
• Situation Analysis
Company Analysis
• Market
segmentation
• Alternative
Strategies
That
• Short & Long-Term
Customer Analysis Projection
Competitors • Conclusion
SWOT Analysis • Appendix
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10. Small Business Needs a
Different Approach
• Understand the 3 black holes
• Map out your perfect customer lifecycle
• Identify the low hanging fruit (the biggest
black holes in your business)
• Plug the holes (Implement)
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11. The Chaos is GROWING!
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12. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
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13. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns

14. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns

15. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns

16. We’ve Cracked The Nut
• We’ve been doing this
for years
• We’ve implemented
these strategies with
more businesses than
any other company
• It’s proven to work
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17. Download the worksheet
• http://bit.ly/pcl-worksheet
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18. The Perfect Customer Lifecycle
• Think of ONE customer
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19. The Perfect Customer Lifecycle Applied
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20. Traffic Attraction Strategies
• Content is king (blog posts, videos, etc.)
• Social media
• Online Marketing (PPC, SEO)
• Referrals, Partners
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21. Social Media Money Formula
• Create compelling or interesting content
• The content must lead them to an opt-in for more
valuable content
• Share the content via social sites
• Capture leads
• Follow Up
• Sell them
+
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22. Lead Capture Strategies
• Opt-in for free report, video, premium content, etc.
• Request a quote, get a demo, free trial
• Offers, coupons, contests
• Attend live event, webinar, teleseminar
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23. Get Creative With Lead Magnets
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24. Text Messaging
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25. Restaurants
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26. Restaurants
Big Mistake
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27. @tylergarns

28. Lead Nurture Strategies
• Create custom campaigns for hot, warm and cold
leads
• Personalization is key
• Make every message relevant, useful
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29. What influences site visits?
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30. Email is still the “inner sanctum”
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31. The majority would rather not
be pitched in social media
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32. Don’t get caught up in the
“inbound marketing
is from heaven”
speak.
You still have to follow up!
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33. Follow Up Creatively
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34. Follow Up Creatively
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35. Tweet Sequence
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36. Tweet Sequence
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37. Tweet Sequence
Welcome to Over[Exposure]. This is your
affiliate link. Be sure to Tweet it: http://
is.gd/juC3
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38. Tweet Sequence
Welcome to Over[Exposure]. This is your
affiliate link. Be sure to Tweet it: http://
is.gd/juC3 The Over[Exposure] launch is still
Tyler,
going strong. Here's your affiliate link:
http://is.gd/3gXAl Tweet it now to make
some $
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39. Did you know?
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40. Most people give up too soon
81% of sales
are made after the 4th call,
by which time
90% of sales reps
have quit calling
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41. Sales Conversion Strategies
• Automate sales stage communications
• Proactively handle objections
• Provide supporting evidence
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42. Wowing Customer Strategies
• Welcome customers (make it personal &
relevant)
• Be systematic about quality delivery
• Measure satisfaction and take action
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43. Jermaine Griggs
• Ultimate Marketer of The Year
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Increased
Jermaine Griggs Hear & Play Music
Lifetime
Customer
Value from
$90 to $375
62
63
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60

44. Upsell Strategies
• Upsell or cross sell later in the relationship
• Offer upsell products during checkout
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45. Upsell At Time of Purchase
• Take advantage of
“buying mode”
• Upsell a product/
service that is
complimentary
(makes sense)
• If you don’t have
something to sell,
sell a partner’s
product
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46. Referral Strategies
• You & Your Friend Get a Discount
• Free Product/Service If You Refer A Friend
• Referrals Don’t Have To Come From Customers -
Use Happy Leads To Drive Traffic
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47. @tylergarns

48. Service Business
• Attract Traffic
• Capture Leads
• Nurture
• Convert Sales
• Deliver & Satisfy
• Upsell
• Referrals
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49. Heating & Air Conditioning
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50. Heating & Air Conditioning
• Suervice Business Blueprint
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51. Heating & Air Conditioning
• Suervice Business Blueprint
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52. Heating & Air Conditioning
• Suervice Business Blueprint
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53. What would it take?
• Website
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
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54. What would it take?
• Website
CHAOS
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
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55. Another example...
• Online retail - educational products
• 3 month case study
• Goal was to double sales!!!!
• Using email autoresponder + shopping cart
• Couldn’t segment, couldn’t promote to
separate groups, couldn’t upsell well
• Growing, but not thriving
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56. @tylergarns
All About Spelling

57. @tylergarns
All About Spelling

58. @tylergarns
All About Spelling

59. @tylergarns
All About Spelling

60. @tylergarns
All About Spelling

61. @tylergarns
All About Spelling

62. @tylergarns All About Spelling

63. @tylergarns All About Spelling

64. @tylergarns All About Spelling

65. Results
• All About Spelling doubled sales in 72 days
• Prospect list grew from 5,000 to 10,000
• Average sale increased 16% (due to in-cart
upsells)
• New affiliates brought in 49 sales
• Cart transactions increased from 599 to 1,232
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66. Plugging the 3 black holes
and implementing
The Perfect Customer
Lifecycle
WORKS!
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67. What would it be worth?
• No leads slipping through the cracks
• Every customer hears from you consistently
• Proven, customized strategy for your business
• One system with all customer data
• Automatic upsells
• Customers referring friends & family - on their
own
• Peace of Mind
• Confident in ROI
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68. “The difference between an ordinary
business and an extraordinary
business is implementation.”
- Bill Glazer
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69. Your Plan for 2012
• Understand the 3 black holes
• Map out your perfect customer lifecycle
• Identify the low hanging fruit (the biggest
black holes in your business)
• Plug the holes (Implement)
@tylergarns

70. Bonus Materials
• 8 Business Blueprints
• http://bit.ly/pcl-maps
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71. All-In-One Web-Based
Marketing & Sales
Automation Solution
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72. Questions?
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