Are you trying to figure out how to grow your small business? In this talk, Tyler Brooks from Analytive breaks down how to put together a strategy for your business that gets you leads.

1. Zero-to-One
Building a Full Marketing Plan for Your Small Business
Tyler Brooks // Founder @ Analytive
tyler@analytive.com
574-780-4207

2. In small business, leads matter.

3. Lead Generation > Marketing Plan

4. How do we get leads?

5. Digital Lead Generation

6. Digital Lead Generation is a ton of
work. There’s no silver bullet.

7. Who is this talk is for?
● Businesses that rely on fresh sales leads
● Larger ticket items ($100+ Customer Lifetime Value)
● Medical, Personal, and Professional Services
● Businesses that have a little bit of money ($300/mo) to invest in marketing
Who is this talk not for?
● E-commerce Businesses
● Retail and Restaurants
● Business with no marketing budget

8. Part 1: Understanding the Funnel

10. } Onsite
} Offsite

11. Let’s start here.

12. The best marketing strategies
won’t work if people don’t
convert.

13. Don’t build pages like these

16. Do build pages like these.

19. High-converting
websites answer
three main
questions.

20. What do you do?
Why should I care?
How do I buy?

21. Now let’s go to
consideration.

22. Establish
credibility with
three questions.

23. Do you solve my problem?
Do I trust you?
Do others trust you?

25. Am I interested in
your offer?

26. How do I know
you exist?

27. Gain Awareness
and Interest with
three questions.

28. Are you where I’m spending time?
Do you capture my attention?
Are you providing me value?

29. Part 2: Building Sales Funnels

31. Step 1: Awareness
Where are your customers?

32. When done right, almost
any business can get value
from these platforms

33. Facebook
● Target people in a
demographic
● Find people who may never
be searching for your
product
● Create custom audiences
based on your needs
Google Search
● Target people based on
intent
● Give them exactly what they
want in that moment
● More direct competition

34. Step 2: Engagement
Tools to carry your message

35. Google AdWords
Facebook Ads
Google Analytics
MailChimp
Wordpress/Landing Page
The Starter Kit:

36. Landing Page
A page designed to drive action

37. Example Landing Pages

38. Step 3: Measure
Are you making money?

39. Setup Conversion Tracking!

40. Macro
● Make a purchase
● Visit a store/location
● Sign up to volunteer
● Download a coupon
● Make a donation
● Make a phone call
Micro
● Sign up for an email list
● Engage on social media
● Download a whitepaper

41. Ultimately, you need to know how
much acquiring each new
customer costs.

42. Customer LTV > CAC

43. Step 4: Experiment
Make what is good, better.

44. Copywriting
Photos/Icons/Video
Landing Page Design
Ad Content
Call to Action
Value Proposition

45. Step 5: Profit
Double down on what’s working.

48. Funnels Become Waterslides
When you find a working
combination, spend more
money with it. But don’t stop
testing other combinations.

49. Case Study - Mixcademy

55. At Analytive, we believe in
funnels so much, we will
structure our own deals
around it.

57. This means we make money
as you make money.

58. Part 3: Expanding Channels

59. Types of Channels
● PPC
● SEO
● Print Ads/Billboards
● Social Media
● Email

60. PPC - Pay Per Click Ads

61. Facebook
● Target people in a
demographic
● Find people who may never
be searching for your
product
● Create custom audiences
based on your needs
Google Search
● Target people based on
intent
● Give them exactly what they
want in that moment
● More direct competition

62. SEO - Search Engine Optimization

63. SEO Factors
● Other Factors
○ Site Speed
○ SSL
○ Mobile Optimized
○ CTR
○ User Engagement
● Major Factors
○ Keywords
○ Links

64. Print Ads

65. Print Ads
● Use Coupons
○ Provides incentive
○ Provides call-to-action
○ Provides tracking
● Call Tracking

66. Print ads must be held to the
same performance standards as
digital.

67. Social Media

68. Most small businesses will never
get a good return on the time
investment they put on social
media.

69. The deck is stacked against you.

73. 10%Conversion Rate

75. At $100 per conversion:
Email - $1,000
Facebook - $150

76. Facebook doesn’t want you
to succeed organically.

77. They want you to pay them to
reach your own followers.

78. Social media will continue to have
diminishing returns.

80. In other words, the original promise
of social media to creating
meaningful relationships with your
customers is basically dead.*
*Except with

81. Email

82. Email is still one of the most
powerful marketing channels
today.

83. Email
● Benefits
○ Direct Contact
○ As long as you provide value, people will stay
around.
○ You own the channel
○ Higher engagement than social media
○ Most people still use email

84. Part 4: Recap

85. Think in funnels

86. Build funnels before
doing “marketing”

87. Experiment with new channels, but
hold them to the same standard.

88. Thank You!
Keep up with us at http://analytive.com
Tyler Brooks - tyler@analytive.com
574-780-4207