lifecycle marketing for cpas (cpes for cpas class)
DESCRIPTION
This is a class I give for CPAs for CPE credit at Kennesaw State University.TRANSCRIPT
Lifecycle Marketing: 7 Steps to Small Business Prosperity
…How to Start 2014 Strong
Who We AreWho We AreDesiree ScalesCEO, Bella Web Design, [email protected]: 770 509 8797@desireescales
AgendaAgenda• Intro• 3 Black Holes in Many Small Businesses• Lifecycle Marketing (& examples)• Lifecycle Marketing & Payoff
451%451%
50%50%
6
Three Questions1. Why do so many businesses
fail?2. Why do some businesses
thrive?3. What tools can we offer to
help more succeed?
Why do so many businesses fail?
ALL SURVIVAL MARKETINGALL SURVIVAL MARKETINGFLAWED STRATEGYFLAWED STRATEGYMULTI-SYSTEM
MADNESSMULTI-SYSTEM
MADNESS
11 22 33
Three Black Holes
#1: Multiple-System Madness
Disjointed systems. Manual work. Lost opportunities.
CHAOS
#2: Flawed Strategic Approach
#3: All Survival Marketing
Survival Marketing in ActionSurvival Marketing in Action
1. Generate interest
2. Sell to hot leads
3. Get new customers
4. Sigh in relief
5. START OVER
Lost OpportunityLost Opportunity
2. Lost leads
1. Lost traffic
3. Lost customers
HuntingTransactionalFeast or
FamineReactiveChaosHabitPoint
Solutions
HarvestingSelf-SustainingPredictableSystematicConfidenceSystemAll-in-One
Problems With Survival MarketingProblems With Survival Marketing
1. We are frequently chasing the next deal(The market is in control)
2. Our marketing is often disjointed (on again, off again)
3. We don’t have confidence that our marketing plan will bring a surplus of customers
[We’ve been there]
It’s what makes businesses
thrive.
… a 10 year experiment
LIFECYCLE MARKETINGLIFECYCLE MARKETINGWhy Some Businesses Why Some Businesses ThriveThrive
((And Others Just SurviveAnd Others Just Survive))
9:07
Two Foundations of Lifecycle MarketingTwo Foundations of Lifecycle Marketing
1. Prospects Are People.2. Systems Scale Relationships.
7PhasesPhases
There areThere are
1 2 3 45 6
The 7 Phases of The 7 Phases of
The Customer LifecycleThe Customer Lifecycle
Visitors Opt-Ins HotProspects
Sales CustomerSatisfaction
Lifetime Customer
ValueReferrals
Lifecycle Marketing PlannerLifecycle Marketing Planner
Know thy customer
(target) ^
• Basic Characteristics• Pains, Problems and Challenges• Benefits They Seek• Why They Buy From You• Most common Objections• Who is not your target customer
Exercise:Clarify your Target Customer.
Attract TrafficAttract Traffic
Online
OfflineAD
LifecycleLifecycle
Marketing
Marketing
9:20
Human Healthy VendingHuman Healthy Vending• Started as pure “hunters” • Created targeted lead magnets• Grew prospect database by 10x
Exercise:Pick a topic for your educational magnet
Gut Check:How many more visitors could you attract with the right magnets?
Questions?
OfflineAD
LifecycleLifecycle
Marketing
Marketing
Online
Capture LeadsCapture Leads
9:30
Lead Capture: ExamplesLead Capture: Examples• Join Our Newsletter
(Answer: 1998)
• When was the last time you woke up and said: “Today I need to join another newsletter...”?
Lead Capture GapsLead Capture Gaps• Web Traffic that leaves your site• Walk-ins that walk out• Networking contacts that leave• Inbound phone calls• Tradeshow visitors who walk by
How many visitors are coming to you without you capturing their information?
Gut Check:
Questions?
But remember:But remember:Just because you’ve captured a leadJust because you’ve captured a lead
doesn’t mean you’ve earned the right…doesn’t mean you’ve earned the right…
TO SELLTO SELLTO SELLTO SELL9:37
And it’s about:And it’s about:
setting up a setting up a 42-step 42-step auto-responder auto-responder to to hammer peoplehammer people
NOT
To establish trust, educate,
and convert.
It’s about being
Timely
RelevantBuilding a
relationshipTargeted
Personalized
Nurture ProspectsNurture Prospects
SEO
PPC+ +AD
LifecycleLifecycle
Marketing
Marketing
*As referenced from
a study
of the Sales
and
Marketing
Executive
Club
of Los
Angeles
http://jamesriverjournal.com/business-coach/16865-do-not-give-up-follow-up.ht
ml
The “Why” Behind NurturingThe “Why” Behind Nurturing• 81% of sales happen after81% of sales happen after
__ or more contacts__ or more contacts
• 85% of the time we stop after85% of the time we stop after__ or __ contacts__ or __ contacts
55
11 22
The Cost of Not Nurturing10,000
(audience)
100(prospects)
10(customers)
And the Other 90 Prospects?
• Fall through the cracks• ZERO follow-up• They'll go to your competitor!• It’s all about TIMING!
Gleason TaxGleason Tax1. Spent thousands on marketing and were getting
poor results.2. Discovered gold with educational marketing3. Benefits of Magnet:
• Decreased marketing spend by more than 50%
• At the same time, increased leads by 120%
Gleason Tax (Jeanette and Joe)
Lifecycle Marketing – Before and After
Original Runner Company Original Runner Company
Julie Goldman
Example: Original Runner Company Example: Original Runner Company
• From Shoebox to customer database
• Today: 20 different lead nurture follow up systems
• Sample swatch + follow up• Based on wedding date
• Results: Increased Conversion by 60%!
Julie Goldman
Example: Minutes MatterExample: Minutes Matter• Used lead nurture campaign to
follow up with Free Trial prospects:• Day 1: Fast Track Plan (sets expectations and preps
them for success coach)• Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips• Day 20: Four-day special 20 percent off • Day 30: Last day of trial• Day 45: We haven’t heard from you
• Increased conversion by 30%!
How many prospects do you “drop” each month because they aren’t ready to buy today?
Gut Check:
9:45
Convert SalesConvert Sales
SEO
PPC+ +AD
LifecycleLifecycle
Marketing
Marketing
9:53
Earn the Earn the rightright
HELPFUL VERSUS PUSHY[Eliminate the Salesman [Eliminate the Salesman StigmaStigma]]
• Were spending 8-10 hours per prospect• Changed model so reps only talked with qualified,
educated prospects (magnets)• Decreased time spent selling by 75%• They operate like a 20-person
marketing department• Grew from 0 to $5M+
in 3 years
Human Healthy VendingHuman Healthy Vending
Private Counsel (Attorney)Private Counsel (Attorney)• Problems: Impatient shoppers, Client frustration• Solution: use content, videos, reports & emails,
free value to the prospect/client• Breaks mold & pre-empts questions• Closes 100% of his appointments
David Hierskorn
How many additional prospects would buy each month with great follow-up?
Gut Check:
9:56
Questions?
Deliver and SatisfyDeliver and Satisfy
SEO
PPC+ + + +$AD
LifecycleLifecycle
Marketing
Marketing
10:05
GIVEGIVE
Ultimate Marketer of the Year Ultimate Marketer of the Year Jermaine Griggs
Ultimate Marketer of the Year Ultimate Marketer of the Year Jermaine Griggs The ResultThe Result::
Increased Increased Lifetime Lifetime Customer Customer Value from Value from $90 to $375$90 to $375
Customer Service As MarketingCustomer Service As Marketing
Book Recommendation
Colorado Example: RARE
• Affirms buying decision.• Excites customer about spending money with you and your
company.• Is an extension of your marketing.• Creates opportunities to upsell (more touches).• Leads to referrals, gives you a platform to ask for them.
5 Reasons Wowing Customers is Important5 Reasons Wowing Customers is Important
Customer Wow StrategiesCustomer Wow Strategies
1. Lottery ticket stapled to invoice.2. CD/DVD telling company story, and what they are to expect as
a customer.3. Starbucks “welcome to the
family” gift card.4. Gift Card to Restaurant.com
The Customer WOW Challenge
10:13
What could you do to “WOW” every new customer?
How many customers decide to stop doing business with you each month because you failed to WOW them?
Gut Check:
Upsell CustomersUpsell Customers
SEO
PPC+ + + +$AD
LifecycleLifecycle
Marketing
Marketing
10:15
Buying ModeBuying ModeBuying ModeBuying Mode
What Company Does Upsells Masterfully… (for years)
What Are Your Fries??
Avg. Transaction SizeIncreased by ____27%
AttractTraffic
CaptureLeads
NurtureProspects
ConvertSales
Deliver& Satisfy
UpsellCustomers
GetReferrals
$400 Upsell$400.00 Upsell
Small Business Beat the Recession Kit
How many past customers should be buying again this month but aren’t (because of poor follow-up/targeted upsells)?
Gut Check:
10:20
Get ReferralsGet Referrals
SEO
PPC+ + + +$AD
LifecycleLifecycle
Marketing
Marketing
10:22
Gleason Tax (Jeanette and Joe)Gleason Tax (Jeanette and Joe)• Launched customer referral program ($10 gas card)• Tax clients automatically got an email. • Doubled referrals
How many referrals do we lose each month because we don’t ask?
Gut Check:
10:25
Questions?
Exercise: Adding Things Up
How Could LCM Benefit Your Business?
SEO
PPC+ + + +$AD
LifecycleLifecycle
Marketing
Marketing What Now? Map out the plan
10:32
Maps Help You Create A Fluid StrategyMaps Help You Create A Fluid StrategyA
ttract. Capture. Nurture. Convert.
What tools can we offer to help businesses grow?
All-In-One Sales and Marketing
• Attract and Capture Leads• Nurture Prospects• Close Sales• Wow and Upsell Your Customers• Get Referrals
10:42
Text the word:Text the word:CPACPA
706 432 2355706 432 2355
THANK YOU!THANK YOU!
@desireescales@desireescales