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DIGITAL MARKETING FOR BUSINESS GROWTHBjarne Viken - ScaleUp.com.au
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INTRODUCTION
ABOUT ME‣ Conversion optimization strategist
‣ Director of scaleup.com.au
‣ Help business owners scale
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GOAL: HELP YOU CREATE A GROWTH STRATEGY
AGENDA‣ Step 1: Identify and understand your market
‣ Step 2: Define an offer
‣ Step 3: Get a basic website
‣ LUNCH: 12:30ish
‣ Step 4: Drive a little traffic
‣ Step 5: Tweak and adjust
‣ Step 6: Scale up!
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WHAT IS DIGITAL MARKETING?
DIGITAL MARKETING FOR BUSINESS GROWTH
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WHAT IS DIGITAL MARKETING?
‣ Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert consumers. The key objective is to promote brands, build preference and increase sales through various forms of digital media and tools.
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WHAT IS GROWTH HACKING?
DIGITAL MARKETING FOR BUSINESS GROWTH
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WHY GROWTH HACK?
INTRODUCTION TO GROWTH HACKING
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INCREASING AD-COSTS
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SATURATION!
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NOT ALL STARTUPS ARE WELL FUNDED
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CASE STUDY: UBER
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WHAT ARE THEY DOING?Driving service using a mobile appFranchise taxi drivingHave two different product offers
CASE STUDY: UBER
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CASE STUDY: UBER
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HOW DID THEY GROWTH HACK?Targeted key people in San FranciscoOffered free ridesMade it possible to split fares
CASE STUDY: UBER
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UBER VS TAXI
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WHY DID IT WORK?‣ Great need
‣ Good solution
‣ Limited location
CASE STUDY: UBER
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GOOGLE + UBER = ?
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THINK LIKE UBER!
THE GROWTH HACK CHECKLIST
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IDENTIFY AND UNDERSTAND YOUR MARKET
STEP 1
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GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
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WHY IS IT IMPORTANT TO DO?- Avoid mistakes - Focus your resources- Drive the right innovation
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
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WHERE SHOULD YOU START?- Mag Nation - Website analysis tools- Forums
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
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QUICK TIP: GET FREE MEDIA PACKS
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WHAT ARE YOU LOOKING FOR?- Find opportunities
- Identify key problems
- A clear picture of the typical customer
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
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TOOL: GOOGLE TRENDS: google.com/trends
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TOOL: GOOGLE GROUPS: groups.google.com/forum
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TOOL: WORD OF MOUTH ONLINE: womo.com.au
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EXAMPLE: SEMRUSH.COM
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TOOL: KEYWORDSPY.COM
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TOOL: SPYFU.COM
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TOOL: SIMILARWEB.COM
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IDENTIFY AND UNDERSTAND YOUR MARKET
DO STEP 1 IN THE WORKBOOK
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DEFINE AN OFFER
STEP 2
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GOAL: SOLVE A PRESSING NEED
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WHAT IS A PRESSING NEED?- Must be solved now!
- A friend in need...
- Very subjective - a perceived need
GOAL: SOLVE A PRESSING NEED
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LADIES: HOW MANY PAIRS OF SHOES DO YOU NEED?
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HAVE YOU ALREADY IDENTIFIED THE NEED?- Your audience´s questions- Testimonials from customers- Your own ideas (Do they solve a pressing need?)
GOAL: SOLVE A PRESSING NEED
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DO YOU THINK LIKE A CUSTOMER?- What would you want?- Where would you go?- What information would you look for?
GOAL: SOLVE A PRESSING NEED
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EXAMPLE: GOOGLE TREND FOR “PLUMBER”
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EXAMPLE: GOOGLE “HOW TO FIND A GOOD PLUMBER”
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EXAMPLE: PLUMBER TESTIMONIAL ON WOMO.COM.AU
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SOLVE A PRESSING NEED
DO STEP 2 IN THE WORKBOOK
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GET A BASIC WEBSITE
STEP 3
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GOAL: CREATE A CONVINCING ARGUMENT
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GOAL: CREATE A CONVINCING ARGUMENT
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WHERE SHOULD YOU START?- From step 1: Identify audience needs - be empathic- From step 2: Explain your solution - be logical- Add evidence - build credibility- Define the action you want customers to make
GOAL: CREATE A CONVINCING ARGUMENT
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HOW DO YOU PUT IT TOGETHER?- Wireframing software: balsamiq.com
- Do it yourself:
- launchrock.co - concept testing - “Do you like this idea?”
- conversionxl.com and unbounce.com - landing page
- clickfunnels.com - sales funnels
- Get help: Upwork.com, freelancer.com
GOAL: CREATE A CONVINCING ARGUMENT
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EXAMPLE: BALSAMIQ WIREFRAME
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EXAMPLE: UNBOUNCED AND LAUNCHROCK
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EXAMPLE: CUSTOM DESIGN
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EXAMPLE: CLICKFUNNELS.COM
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A CUSTOM WEBSITE: SCALEUP.COM.AU
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UPWORK.COM: CHEAP RESOURCES?
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FREELANCER.COM: GROWING FAST!
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99DESIGNS.COM: WHEN YOU WANT OPTIONS
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GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 3 IN THE WORKBOOK
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DRIVE A LITTLE TRAFFIC
STEP 4
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GOAL: TEST THE OFFER
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HOW SHOULD YOU DRIVE TRAFFIC?- Install Google Analytics- Pick advertising: LinkedIn (B2B), Facebook, Twitter or
Google AdWords- Install conversion pixel
GOAL: TEST THE OFFER
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A FEW TRAFFIC TIPS:- Test two ads at a time for 1,000 impressions each- Keywords: Focus on specific and phrase match (AdWords)- Use what works to improve the landing pages
GOAL: TEST THE OFFER
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HOW SHOULD YOU SET UP TESTING?- Do at least one A/B test (can use vwo.com)- At least 1,000 views to the test- Test from the top down, headline, copy, offering
GOAL: TEST THE OFFER
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HELPFUL TOOL: VWO.COM
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HOW DO YOU EVALUATE THE RESULTS?- Conversion rate = (sales or leads / unique visitor) x 100
- Time on page (more than a minute indicate interest)
- Cost per lead/sale = total traffic price / number of leads or
sales
GOAL: TEST THE OFFER
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EXAMPLE: GOOGLE ANALYTICS:
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EXAMPLE: DROPBOX - A/B TEST - VERSION A
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EXAMPLE: DROPBOX - A/B TEST - VERSION B
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GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 4 IN THE WORKBOOK
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TWEAK AND ADJUST
STEP 5
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GOAL: IMPROVE CONVERSION
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CAN YOU IMPROVE THE ADVERTISING?- Did you choose the right channel?- What can you learn from the most successful ads?- How can you change the landing page based on your click
through rate?
GOAL: IMPROVE CONVERSION
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CAN YOU IMPROVE THE OFFER?- How can you provide more value?- How can the text become stronger?- Does the design send a better message?
GOAL: IMPROVE CONVERSION
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HOW CAN YOU IMPROVE THE FUNNEL?- Add email marketing?
- Offer incentives to share on social media?
- Warm up the leads a little more?
GOAL: IMPROVE CONVERSION
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EXAMPLE: USE EMAIL TO BUILD CREDIBILITY
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EXAMPLE: OFFER A BLOG TO WARM UP LEADS
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EXAMPLE: DROPBOX - INCENTIVES FOR SOCIAL SHARING
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GOAL: IMPROVE CONVERSION
DO STEP 5 IN THE WORKBOOK
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SCALE UP!STEP 6
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GOAL: MAXIMIZE YOUR CONVERSIONS
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INCREASE PPC - To production capacity or highest ROI- Audit regularly- Create a gradual growth plan
GOAL: MAXIMIZE YOUR CONVERSIONS
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INTRODUCE SEO- Only use keywords you know are converting for you- Create a content driven strategy- Use social media to spread it (IFTTT.COM)
GOAL: MAXIMIZE YOUR CONVERSIONS
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ADD NEW TRAFFIC SOURCES- Consider offline advertising
- Press releases
- Do joint ventures
GOAL: MAXIMIZE YOUR CONVERSIONS
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EXAMPLE: IFTTT.COM
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EXAMPLE: SOURCEBOTTLE.COM.AU
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EXAMPLE: PRWEB.COM
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GOAL: MAXIMIZE YOUR CONVERSIONS
DO STEP 6 IN THE WORKBOOK
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BOOKS TO GET YOU THINKING
NOT DONE WITH YOU YET!
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CHRIS GOWARD: YOU SHOULD TEST THAT!
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scaleup.com.au
LEARN ABOUT HOW TO CREATE AND USE CONTENT
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PETER THIEL: ZERO TO ONE
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ASK : RYAN LEVESQUE
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SEAN ELLIS: GROWTH ENGINES
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S. LEVITT / S. DUBNER: FREAKONOMICS
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MICHAEL GERBER: THE EMYTH REVISITED
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ERIC RIES: THE LEAN STARTUP
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MELONIE DODARO: THE LINKEDIN CODE
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TIMOTHY FERRIS: THE 4 HOUR WORK WEEK
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STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE
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FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
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GEORGE CLASON: THE RICHEST MAN IN BABYLON
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GREG McEOWN: ESSENTIALISM
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ROGER FISHER AND WILLIAM URY: GETTING TO YES
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GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
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WILLIAM COHEN: ART OF THE...
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UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode● Read 5% every day Monday to Friday
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BONUS: TRACTION (SHAMELESSLY STOLEN FROM THE BOOK “TRACTION”)
IF YOU WANT MORE, YOU GOT IT!
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G. WEINBERG / J. MARES: TRACTION
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TRACTION
THE THREE PHASES OF BUSINESS GROWTH● Phase I – making something people want ● Phase II – marketing something people want ● Phase III – scaling your business
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PHASE I: MAKE SOMETHING PEOPLE WANT● Do things which do not scale● Focus on production and distribution● Improve the offer based on feedback
TRACTION
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IT IS ABOUT MORE THAN THE MOUSETRAP!
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PHASE II: MARKETING SOMETHING PEOPLE WANT● You have product and market fit● No need for large product changes● Finetuning positioning and marketing message
TRACTION
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PHASE III: SCALING YOUR BUSINESS● Established business model● Significant position in the market● Scale to dominate and profit
TRACTION
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IDENTIFY THE BEST PLACES FOR YOU TO GET TRACTION
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THE BULLSEYE FRAMEWORK● Step 1: Brainstorm● Step 2: Rank● Step 3: Prioritize● Step 4: Test● Step 5: Focus
TRACTION
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SUGGESTIONS● Be aware of your biases● Come up with one idea for each potential channel● Put it into a spreadsheet to better evaluate
STEP 1: BRAINSTORM
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THE 19 TRACTIONCHANNELS
TRACTION
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CHANNEL 1: VIRAL MARKETING
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CHANNEL 2: PR
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CHANNEL 4: SEARCH ENGINE MARKETING
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CHANNEL 5: SOCIAL AND DISPLAY ADS
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CHANNEL 6: OFFLINE ADVERTISING
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CHANNEL 7: SEARCH ENGINE OPTIMIZATION
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CHANNEL 8: CONTENT MARKETING
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CHANNEL 9: EMAIL MARKETING
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CHANNEL 10: ENGINEERING AS MARKETING
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CHANNEL 11: TARGETING BLOGS
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CHANNEL 12: BUSINESS DEVELOPMENT
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CHANNEL 13: DIRECT SALES
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CHANNEL 14: AFFILIATE PROGRAMS
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CHANNEL 15: EXISTING PLATFORMS
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CHANNEL 16: TRADESHOWS
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CHANNEL 17: OFFLINE EVENT
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CHANNEL 18: SPEAKING ENGAGEMENTS
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CHANNEL 19: COMMUNITY BUILDING
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BRAINSTORM QUESTIONS
● On a scale of 1-5, what is the potential?● What is the cost of customer acquisition?● How many customers could you reach?● And how long would it take you to run a cheap test on that
channel?
STEP 1: BRAINSTORM
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STEP 2: RANK: WHICH CHANNEL GOES WHERE?
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PRIORITIZATION TIPS
● If you have more than three things move some out● Rank in order of importance● Allocate your resources accordingly
STEP 3: PRIORITIZE
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TESTING TIPS
● What is the cost per customer for each channel?● What is the reach for each channel?● Are you getting the right customers for where you are at?
STEP 4: TEST
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FOCUSING TIPS
● Maximize spending on the channels that work● Reduce and reallocate resources that is not converting● Do the bullseye process again when conversions go down
STEP 5: FOCUS
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RE-EVALUTE BULLSEYE AS YOU GROW
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FREE WEBSITE EVALUATION SCALEUP.COM.AU
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