Lcm master presentation-final (2)
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Use this presentation to learn the 3 phases of Lifecycle Marketing: Attract, Sell, Wow so you can grow your business and outdo your competition. At the end of the presentation is a free spreadsheet highlighting platforms that help you implement Lifecycle Marketing into your business. Enjoy!
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Lcm master presentation-final (2)
- 1. Josh Marsden MBA, Digital Marketer Certified Partner, Infusionsoft Certified Partner @bizaccelgroup Lifecycle Marketing
- 2. How many of you have asked yourself…
- 3. Why aren’t more people interested?
- 4. Why aren’t they buying from me?
- 5. Why don’t my customers tell their friends?
- 6. Meet the Macqueens Lisa & Hamish Macqueen Cleancorp
- 12. If you sell to EVERYONE you sell to NO ONE
- 13. Target
- 16. “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
- 17. “We’ve grown our Facebook page from 300 to more than 14,000 fans. We CONNECT with our followers online.” Lee Richter Holistic Veterinary Care
- 20. You need to provide value, to get value
- 21. Meet Dr. Burleson Dr. Dustin S. Burleson Burleson Orthodontics
- 26. What do they care about?
- 27. “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
- 32. Not just an exchange of money
- 33. You’re establishing a relationship
- 34. “With a small sales team and hundreds of prospects to track, AUTOMATION helps keep any one prospect from falling through the cracks.” Mario Guerrero Modern Martial Arts
- 35. Meet Casey Graham Casey Graham The Rocket Company
- 39. How could you wow for $5?
- 40. Can you make it personal?
- 41. “With the use of tags, we never send spammy emails and only send emails to those who may be interested. ” Laura Roeder LKR Social Media
- 45. “We PARTNER with other businesses who help us spread the word to more people than just through our own efforts” Tom Force ICE Keytags
- 50. You can do it! Thank you! Go to http://cvoacceleration.com/ hangoutgift
Editor's Notes
- Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
- Motivational slides to gain audience participation and attention. You can say what’s on the slide and move quickly through the next few slides.
- Hinting at the Attract phase.
- Hinting at the Sell phase.
- Hinting at the Wow phase.
- CleanCorp Tell the Macqueen story in this format. Use the background below to formulate what you’ll say. Here is a summary of the key points: Problem – broke, started business, needed to grow sales Solution – used Lifecycle Marketing to attract, sell and wow Results – Increased revenue from $1.2 million to $3.75 million, all the result of …. #1 for targeted SEO (Attract), multiple campaigns (Sell) 30% customers via referrals (Wow) -------- Lisa & Hamish Macqueen Owners, Cleancorp About Cleancorp from Lisa Macqueen “Cleancorp is a national janitorial service and we’re based here in Sydney. We’ve been in operation for almost 20 years and we’ve grown one contract at a time.” “The idea began years ago. It was boxing-day and Hamish and I realized we had no money. We didn’t have any money in our bank account, we didn’t have any money on our credit cards, there was no money even behind the sofa cushions- I mean we had no money- and we also had three children under four so, here we were parents, no money, it just wasn’t good.” “So we went down to our local beach and I was on the sand with the children, Hamish went for a surf and he came down a few minutes later with this massive smile on his face and I remember thinking ‘why is he smiling? We’ve got nothing to smile about at the moment’ and he walked towards me and he held out his hand and in his hand was a ten dollar note and it was all crunched up and inside that ten dollar note was a five dollar note, and he found $15 dollars in the surf. It had just floated towards him in the ocean. So I think at that point we realized that something was helping us, and we were going to be okay but we needed to make some life changes, some job changes. And that’s really where it all began.” “Hamish was working as a carpenter and he was self-employed but because he was self-employed his paychecks were really infrequent. I was working for an international hotel company. I had a great job, traveling the world. It was fantastic but I only was paid once a month and that was at the end of the month. That’s why we ran out of money, because Hamish’s client hadn’t paid him and I wasn’t due to be paid until the last day of December so that was why that occurred. Fast forward from there and he was offered a job cleaning an office to help pay the bills and as he was doing that he thought ‘wow, I actually could make some money out of this because this is a business that never feels the recession, people always need their offices cleaned and it’s monthly recurring income.” “We thought that’s a great business model, it’s simple and that’s where it began.” Let me tell you about Cleancorp’s Lifecycle Marketing Strategy… Cleancorp uses the Lifecycle Marketing model in all areas of their business. Attract (again quoting from Lisa…) Clean Corp has a strong call to actions on their home page on their website. The key of a lead magnet is it needs to be very specific and consumable. They also use a combination of SEO, PPC and old-school direct mail to attract leads. In their market, their prospects are already fairly ‘hot’ as they have found throughout their 18 years in business, no-one contacts an office cleaning company just out of curiosity – generally speaking they have a problem, and they want to fix it right away. Therefore their sales cycle is very short (usually around 7-10 days). Any prospects that do not convert right away, they get put into their funnel for direct marketing pieces i.e. old-school direct mail - which works very well in keeping in touch, & keeping the ‘opt-outs’ rate to a minimum. When it comes to converting leads long-term, engagement is key. They are also working hard on their social media side of attracting leads, and have just begun a strategic B2B campaign using LinkedIn to target their ideal clients, educate them with information etc, and then take their online relationship with them to an offline relationship by calling and inviting them for a coffee. Their most successful lead gen content is definitely Their blog posts. They get a lot of traffic to their website and landing pages this way, and have just upgraded their website to now include a call to action box on each web page to make it easier to capture prospects while they’re in the mood for their services. For us, it seemed natural to give our prospects what they want straight up – so their main call to action aka lead magnet offer is the request for a ‘quick quote’. It is rare that someone would visit an office cleaning site unless they were actually in the market for this service, so they liked the idea of making it super easy for their prospects to just get a price quickly and easily. They also have some of their landing pages using the uv lightbeam torch report as the lead magnet offer on their blog post pages. Their early list was a jumbled mess of papers that took forever to look through, gave no metrics or information on their prospects, and did not allow them to measure detailed ROI or Average Customer Lifetime Value. For Cleancorp, implementing Lifecycle Marketing and Infusionsoft has produced a staggering difference in results and hours worked weekly. They have experienced an increase in their list size – and their conversion rates across the board. Their team now consists of eight office staff members. They are also sitting at the number one position with Google for most of their important keywords. They are also Facebook and Twitter users, plus they utilize Linked In for their B2B Social channel, enhancing their position with Social Media. SELL They segment into what type of cleaning their prospects want – ongoing commercial cleaning, one-off cleaning, carpet steam cleaning, etc. They also segment via the number of services per week, geographical location, etc. They have highly targeted geo-specific nurturing as they have found higher conversions from doing this since many companies like the idea of shopping in their local area for services if they can. They nurture their prospects both on and off-line by using a combination of targeted emails – they start off with a ‘salesy’ email – with a photo of Hamish on it, information about their triple ISO Certifications, and a link to their e-brochure. After that, they really tone down the emails to look less and less salesy and switch to a value-driven approach. They have set some of their campaign emails up to look as though they’ve just been sent via our iPhone or iPad – these get enormous traction and response from their prospects. (Note: On average, 40% of emails and websites are reviewed from mobile devices so always design with mobile in mind!) They also have campaign steps that trigger them to make a thoughtful telephone call to check that the prospect has received their quote. They use this step to further qualify their prospects, and like to keep them talking about their cleaning for as long as they can! Another step in their lead nurturing is our lumpy mail step. They have these awesome UV Light beam torches that highlights dirt and grime. They send these out to their prospects to show them what their bathroom or kitchen really looks like under the UV – trust us, it’s never good… They use pay per click advertising to push prospects on to their landing pages with targeted, relevant offers. SEO is huge for them, and they dominate their keywords on Google. They capture leads there by having a 'quick quote' call to action which is extremely effective. They also use direct mail to cold prospects effectively by sending lumpy mail pieces to highly targeted groups of businesses who are in their demographic. Then they use Infusionsoft automation to stay in touch with prospects, build up rapport, add value with useful information, and build their brand with them. For their new prospects they nurture them with their marketing automation using a combination of approaches – by email, connecting on the telephone (which is always a great way for them to further qualify their leads, and find out more of their 'hot' buttons), they also take the nurturing off-line, sending out lumpy mail pieces as mentioned before. The nurturing process for new customers is different altogether. The content of each step of our process, is built around the foundation that we want to build trust with prospects, let them know who they are and what their purpose is - "We keep private enterprise clean " Wow They build upsells into all of their campaigns - plus they know that their customers like to have extra things done around the Holidays, so we also have a special holiday campaign that automatically goes out every holiday. In regards to repeat sales, all of our sales are repeat sales (an example of focusing on 80% of your revenue coming from 20% of your list) - because they offer contract cleaning services, they invoice all of our customers each month automatically for their cleaning service - so when they make a sale, they have a customer for a long time, which pushes up their lifetime value to us. When you add the upsells, it really starts to multiply. Over 30% of their customer base is from a referral - which is unbelievable for a cleaning company... The thing is they care much more about service than money, and so when we they ask for a testimonial from a customer, the majority of the time, the customer is happy to refer us to their friends and family because they are enjoying our great service. They also have referral/testimonial requests built into both their Send Out Cards campaign and Infusionsoft campaigns that automatically go out periodically to customers. For example, they have 1 automated step which asks for a testimonial - and then they reward the customer with a $25 gift voucher which they found worked much better than standard commissions.
- It’s one thing to have great tools, but success is only possible when you combined tools with a proven process.
- LCM history and rationale Creating sales and marketing strategy for your small business can be daunting. Infusionsoft's Lifecycle Marketing model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Infusionsoft, Lifecycle Marketing has helped thousands of small businesses achieve success. The beauty of Lifecycle Marketing is the simplicity of the framework, which can be applied any small business regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love. Lifecycle Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow Within each of the 3 phases are three stages and we’ll take a look at each of these in just a moment.
- The first phase of Lifecycle Marketing is ATTRACT You can attract your audience by… • Describing the current state (PROBLEM) • Describe the NEW state (BENEFIT) Sounds simple, right? Definition of the Problem Attracting customers starts with focus because, let’s face it, most consumers aren’t actively looking for your company. More often than not they’re looking for a solution that satisfies a particular need they have and will discover you either by accident or because you have a great Attract strategy in place. Definition of the Benefit Getting noticed in this noisy world is critical for the success of your business, but it’s not always easy to get the word out. The best way to get noticed is to start with a narrow focus. Define your ideal target by researching their demographics, attitudes, behaviors, motivations and favorite places to hang out, both online and in person. Then, start engaging with them in a helpful way, but be sure to have a way to follow up with them before they leave.
- Attract is comprised of three key stages: Target Attract Interest Collect Leads
- Let’s start with how to TARGET customers…
- We all think “everyone’s going to want my product!”. So, we try to sell to everyone. But, that mindset ends up costing you a ton of money and provides little return. It’s too expensive to market to the whole world. Marketing messages don't resonate with everyone. Trying to be everything to everyone doesn’t work. Don’t try to sell everyone.
- Instead you need to narrow down your focus and Target your customers… Benefits of clarity include: More effective (focused) marketing messages Effectively find customers of that type Design products and services to meet the needs of the right customers Increased Customer Satisfaction, Referrals, etc. You can use both demographics and psychographics to target your audience. Demographics are “who” your buyer is, while psychographics are “why” they buy. Demographic information often includes age, gender, ethnicity, income, geographic location, as well as other types of information about who they are, where they live, and what they do. This type of information can be found through a variety of sources like the American Fact Finder that is offered through the Census Bureau (http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml) Psychographics Customer psychographic information provides more in-depth profiling about how your customers think about things and how they spend their money. Psychographic information will include things like what type of music they like, which types of brands they buy, how often they go shopping, how much money they spend on certain purchases, and etc. It takes a look at the psychological and cultural reasons behind why people make certain purchasing decisions. This type of information is very important to have especially due to the amount of cultural and racial diversity found in many communities as those factors can also influence purchasing habits. A good place to look for this type of information for customers in your area is to use Nielsen's PRIZM psychographic codes by zip code. You can also find out psychographics with surveys to your target audience either from an email, a post to a social media group that is your target audience, or even a PPC campaign.
- Now that you know who your TARGET is, how do you Attract their interest? ------
- In other words “how do you get noticed”? Find out where they are most likely to come in contact with and be receptive to your brand messaging. Think about location both online and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood? Match your market with the right message to the right media. After you’ve identified where they are likely to find you, start focusing your efforts there. Perhaps this means that you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way. Some strategies and tactics that help with getting noticed include: content and social media marketing, advertising, PPC, affiliates, events, direct mail and word of mouth.
- Content marketing is an effective way to build and demonstrate authority. You’re all experts in your niche, just like Greg Harrelson or Century 21, The Harrelson Group. Tell Greg’s story Target: Segments his audience Infusionsoft: Campaigns are directed to segmented audiences using Infusionsoft Attract: Optimized website, Social media that’s updated frequently with links back to his site (YouTube, Twitter, Facebook), Collect leads: Uses a web form and provides value by providing an estimate on the value of the prospects home. Also provides a newsletter with tips Results: Resulting in his authority in real estate space ------ Greg Background 2014 Small Biz ICON Best in Class – Customer Experience Although Greg Harrelson won the category customer experience, his content strategy is a pretty solid example. About (from Greg directly): The Harrelson Group is a traditional real estate company that employs non-traditional lead generation and servicing strategies. We are currently serving the Myrtle Beach and Charleston, S.C., markets. Both offices focus on selling residential homes, condos and resort properties. In 2012, we ranked No. 16 of ALL Century 21 offices in the United States. You may not think that No. 16 is that big of a deal, but you must understand that my company only had 33 agents at that time and the companies that we were competing against had 150 or more agents. Because of the systems and coaching we have in place, we were ranked No. 1 for “Per Agent Production” in the country. We averaged 35 sales per agent in an industry where the national average is only three properties sold per agent per year. Using Infusionsoft, I control the content that goes out from all of our 50+ agents. I have positioned my company as an authority by disseminating useful, educational content to our local market. The result is thousands of people seeing the value in our content, and they are calling us instead of us calling them. Whenever you have a company with 50 individual sales people, it is hard to deliver a consistent message to the public. We use Infusionsoft as our centralized system for communication, which allows me to control the quality of the message, the consistency of the message and the frequency of its delivery. All of these things factor in to us being the leader in our marketplace. Because I’m scaling content among multiple users, we are able to have 30,000 to 40,000 people getting our non-sales message every month. These messages contain valuable information that a property owner needs to see what’s happening with their assets. Infusionsoft helps me deliver information to my clients like CNBC delivers information to stock brokers. The reward is that people look at us like an authority. I want to be the authority on “all things real estate” in our market. In other words, I want people to see us a their personal resource for real estate information. There are companies like Zillow and Trulia that do a good job at showcasing information, but they have to deliver a “one size fits all” message. I think the consumer has evolved and no longer wants to be part of generic messages. Infusionsoft allows us to understand our audience and deliver the proper message at the appropriate time. This gives us an advantage over the competition. We are focusing on every message enhancing the lives of the consumers. Describe your lead nurturing process and content. With our campaigns, we are keeping our prospects in long-term helpful and educational campaigns that continue to build credibility and establish our agents as market authorities in our area. As an example, in our General Buyer Campaign, we continue to send useful and helpful content to prospective buyers for a 24-month period and monitor their consumption of information. When a prospect clicks through to go to our MLS, to view a video, or to review a PDF, it notifies the Owner Agent that this individual is consuming information and provides them with an opportunity to reach out to that individual and offer assistance in their home searching needs. This in turn pulls old prospects back to the foreground and helps our team to schedule appointments. Another feature is that we are prompting our buyer prospects in this campaign to submit, via a hosted form, a buyer questionnaire that further informs our buyers’ agents of a variety of questions that are most helpful for our buyers’ agents to know and allow for further segmentation of our buyer prospects! As well, all of our seller leads are sent a monthly marketing mailing every month that is designed through automation to reflect their specific community and agent. Even if an individual has cycled through our long-term nurturing campaigns, they will continue to receive these mailings and may be entered into additional campaigns based on their participation patterns within the mailing through the tracking of specific link clicks that are topically oriented.
- Social media marketing is also an effective way to get noticed. This is from Lee Richter of Holistic Veterinary Care Target: targets local community by sharing pictures and stories about the community and neighbors pet pictures Attract: They post content and photos on a regular basis (minimum of 3 posts per day). Posts are educational, entertaining, inspiring or a combination of those. They engage with customers by replying to questions and comments from followers Attract: They set up a 30-day photo challenge on Instagram, Facebook and Pinterest, getting clients and potential customers engaged and able to win prizes Collect Leads: Using Grosocial to set up Facebook contests, which us to grow more leads. Results: Lee Richter grew her Facebook page to more than 14,000 fans. ------- Lee Background 2014 Small Biz ICON Best in Class - Social Media Marketing Please describe your business in detail. In 2002, we purchased a veterinary hospital that had been in business for 40 years. We created a vision for the future and we hired a couple of more veterinarians to support the growth. Every year, we have more than 10,000 transactions. People make appointments over the phone or face to face. Up until now, we didn’t have a reason to collect or to use any of the client email addresses. Infusionsoft now gives us the opportunity to add value and have conversations with our clients in between appointments. When I look back to our beginning at the veterinary hospital, I am amazed at how much we have done to improve our day-to-day operations. We have earned the American Animal Hospital Association Accreditation, which only about 12% of the veterinary hospitals in America earn, in addition to more than 20 awards that we have won. To qualify for the designation of the American Animal Hospital Association Accreditation, we had to meet the requirements of the 950 written protocols for the hospital. We continue to meet their requirements and standards. Our passion is to help pets to live their best life by being both happy and healthy. While we help pets, we help their guardians as well. Creating nurturing campaigns through Infusionsoft to stay in touch with our clients is a valuable addition to our business. Sometimes the biggest fear our clients and pet owners in general face is the fear of the unknown. They may fear what they don’t know. By offering educational opportunities, we can send them valuable tips based their situation. For example, if their pet has arthritis, we can add them to a sequence that educates them about the various ways to help their arthritic pet. Infusionsoft allows us to send relevant information based on the diagnosis of their pet. Our vision is to change the way people take care of their pets by including holistic medicine into their pet’s healthcare plan. We are the first veterinary hospital in the Bay Area to offer Hyperbaric Oxygen therapy (HBOT) for our patients. In addition, we offer stem cell therapy. Infusionsoft helps us by educating clients and helping them based on their specific and unique needs. For example, when pet owners inform us that their pet is suffering from a wound that won’t heal, we put them in a Hyperbaric Oxygen Therapy sequence to educate them how HBOT can heal the wound the way other modalities may not. It allows us to better educate and treat our patients. What social platforms are you using to market your business? (i.e. Facebook, LinkedIn, etc.) We are currently using Facebook, Pinterest, Twitter, Instagram, YouTube, and Google + to market our business. Instagram is our newest addition. How many followers do you have on each social platform? Below are the numbers of followers we have on each social platform: Facebook: 14,098 Google+: +1,098 & 87 have us in their circles Twitter: 910 Pinterest: 248 YouTube Subscribers: 24 Instagram: 12 How are you using social media to market your business? (i.e. targeted ads, contests, branding, lead generation and capture, etc.) We post content and photos on a regular basis (minimum of 3 posts per day) and reply to questions and comments from our followers. We promote some of our popular posts on Facebook to grow leads. We set up our very own 30-day photo challenge on Instagram, Facebook and Pinterest, getting clients and potential customers engaged and able to win prizes. We connect with community members and share pictures and stories to with them. We make a few posts per day to constantly provide value and education for our followers. Majority of our posts are education, client/patient success stories, hospital news and new awards we’ve won. How are your social campaigns integrated with Infusionsoft and/or GroSocial? Please provide a screen shot of your campaign (see below). We set up a GroSocial Facebook tab to show our Yelp Reviews and our online store, available directly through our Facebook page. Customers are able to purchase our products directly from our Facebook page, without leaving Facebook. We used Grosocial to set up Facebook contests, which us to grow more leads. We also have a Grosocial tab set up on Facebook where anyone can sign up to receive free pet care tips. The form is connected to Infusionsoft along with an Infusionsoft tracking code to see how many people sign up through the Facebook tab. We use Grosocial to create cover photos and various graphics for Facebook and Twitter. Speaking of Twitter, we easily created custom backgrounds specific to our brand on Twitter. Please describe the results you've seen from using social media to market your business (please provide data on increase in followers, customers, ROI, etc.) In Jan. 2013, we had 300 fans on our Facebook business page. By Dec. 2013, the number grew to more than 14,000. This is more than a 4,566% increase. Leads have become more engaged with the content we post resulting in more shares, likes and plus ones on Google +, along with retweets. Now we have the ability to design customized programs for our email list of over 7,000 people and continue to build that list.
- Now that you know your TARGET and you attracted their INTEREST… How do you collect LEADS?
- Some businesses believe that putting up a form will drive consumers to opt-in to their marketing list. Unfortunately, many small businesses create web forms that scream: Give me you contact info!! Sign up now!! Do it now!! Sign up for our newsletter! But…putting up a simple web form is just one tactic that will help you collect leads. The web form is the tactic, but without strategy…it’s just a web form. You need to go one step further…
- The key is to give them something helpful. Offer valuable information, insights, tips in exchange for contact info so you can follow up. These are called “LEAD MAGNETS” Finally, make your lead magnets.. -Relevant to your core offer -VERY specific -VERY consumable
- The presentation transitions into the SELL phase. Let me tell you about Dr. Burleson… Problem – Difficulty getting prospects to sign up for treatment, customer lifecycle is too long Solution - List building strategies have helped us surpass 8,500 contacts in our Infusionsoft database. The customer lifecycle is much longer than we initially anticipated, with several leads staying in our nurture sequences for months prior to scheduling an appointment. The leads who have been through our nurture sequences (Educate) are also statistically more-likely to say yes to treatment. (Offer/Convert) Results: Growth (with Infusionsoft) from 2009 to 2012 is in the millions almost 3x (multi-millionare) ------- Small Biz 2013 Ultimate Marketer (ICON) Finalist – Burleson Orthodontics This is from Dustin directly… Burleson Orthodontics provides the finest quality orthodontic specialty care to adults and children in the greater Kansas City area. With four strategically-placed locations and more after-work and after-school appointments than any other office in Kansas City, our clients pay premium fees for exceptional service. List building strategies have helped us surpass 8,500 contacts in our Infusionsoft database. The customer lifecycle is much longer than we initially anticipated, with several leads staying in our nurture sequences for months prior to scheduling an appointment. The leads who have been through our nurture sequences are also statistically more-likely to say yes to treatment.. Our marketing automation plan allows for list segmentation based on patient status, patient type, treatment type, referral status, treatment start dates and key milestones in the process of improving the patient's smile. Patient receive educational material, survey opportunities to gather feedback, voice and email broadcasts for office events and contest and consistent referral requests. New Patients: receive health history forms, maps and driving directions, educational content on what to expect at the first appointment. After first consult: patient goes into a start treatment sequence, no-show or no-sale sequence. Starting Treatment: patient goes into a sequence specific for that patient's type of treatment. Treatment Finished: relationship is maintained with information during retainer phase in order to encourage referral of younger family members who might be ready for treatment. The results have been nothing short of remarkable. Conversion rate is consistently above 85% while the national average in our industry is 50%. Of the 15% who are either not ready for treatment (e.g., too young, need to see a general dentist before braces) or say "no" to treatment, we are able to reactivate 20.2% of these patients completely on auto-pilot with Infusionsoft. Now this us into the next phase: SELL.. And we are all here to make money.
- Sell is the second phase in the Lifecycle Marketing model Problem: Value plays a vital role in influencing purchasing decisions especially for small businesses that can’t compete on price. Savvy small business owners know that consumers use their experiences and interactions with their brand to shape their choices. These experiences begin before consumers realize that they have a need. Solution: As a small business owner, you must have a strategy in place that makes your product or service the obvious choice when they’re ready to buy. This is your SELL strategy.
- Getting started with your Sell strategy involves three unique stages: Educate Offer Close
- Now that we have LEADS you need to EDUCATE them. Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education. Obviously, you’ll need to understand your target consumers before you can educate them. As you build out your content strategy; consider how your message serves your target customer’s basic, psychological or self-fulfillment needs. Then, build foundational content on your website, blog, social networks or other communication platform that meets those needs. Building trust is essential and it takes time. Consumers will take more of what they need to know from organizations that give them what they want to know. Continue to be helpful and useful in the content that you provide always striving to create experiences that: Makes your target consumer smarter Looks out for their interest They can easily access They can share socially
- Basically, be helpful and the money will come
- Connect with your potential customers by EDUCATING them on topics they care about. Obviously you must know your audience. Take into consideration their readiness to buy. For example if you’re a dentist and they’re looking for your address – they are most likely ready to buy. If they’re searching for teeth cleaning techniques or comparing dentists – you’ll need to mentor them along the process with answers to their questions. You’ll connect because you educate based on their values/motivations
- Nadine with Printer Bees educates potential and existing customers via personalized emails. Tell Nadine’s story Educate: Follow up should be to a segmented audience and be personable. Personable – means comes from a real person. Do not send “no reply” emails. Segmented – means that you can speak to the person as if they are the only person that matters. No generic emails! Printerbees only sends out content that’s helpful. Offer: Coupon codes that expire Close: Automated or via an account manager Nadine’s Background Small Biz ICON Best in Class – Lead Nurture and Conversion Describe your process for nurturing leads. How do you segment contacts for targeted follow up? (From Nadine directly…) Our follow-up process is very specific to how the lead came in. Customers are marketed to for repeat business with coupon codes that expire within a month from the date of their last order. Many customers make sure to time their next order within the 30 day window to make sure they get their discount. New customers are "courted" and appreciated with our follow-up sequences to welcome them, follow-up, etc. They are also reminded that their coupon will expire, so they need to use it. Print Sample customers are introduced to a specific contact at PrinterBees as their account manager. Print Samples are sent, and then followed-up on by a follow-up sequence making sure they rec'd the samples, then a coupon code, then a follow-up on quality, then a reminder of the coupon expiring soon. Subscribers to the e-magazine are exposed to PrinterBees branding and messaging every two weeks when the e-magazine is sent out. We include coupon codes and incentives to do business with PrinterBees. Every marketing download is followed-up on by an account manager assigned to the contact to make sure we are standing out with our excellent customer service and available to offer assistance to those to raise their hands and want more help. Infusionsoft is what allows us to offer stellar service. All leads are tagged as they come in by where they came from, what type of customer they are and any other tag that can be applied so we are very specific with our marketing efforts. We use the heck out of our tags. When someone orders a business card, but not an email signature, we follow-up with an automatic sequence to make sure they don't miss the opportunity to add it at a fraction of the regular price. It's a huge up-sell opportunity that is accomplished with tagging. Describe your lead nurturing process and content. Our nurturing process works well because it's very personal. Every email that goes out comes from a person, not the company. People open and read emails from people they know and recognize. Our open rates increased substantially when we changed the "from" in our email marketing and it's a huge part of our success. We are "courting our customers" by giving them a central point of contact and a person to work with. 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 to a list. Because our messaging is very personal and personable, people respond all the time. We ALWAYS remove the "if you cannot see this message" header so it's more personal. It's key to our success. The content we send is of value or we don't send it. We don't want to waste the time of the people we email, so we always make sure we are sending something of value and information of value so they will continue to read our emails. Describe the results you've seen from your lead nurturing efforts (conversion rate, % increase in sales, return on investment, etc.). Our sales have increased by more than 100% year over year since our implementation. The return on investment not measurable when you consider the sales growth and all that Infusionsoft has given us when it comes to time and our ability to serve clients.
- Now that your leads are EDUCATED it’s time to provide the OFFER ----- To determine when to provide an offer you have to understand your target customer’s buying process. The best way to do this is to observe past customers actions and create a buying process map using past customer purchase behaviors. Then, match your sales process to their buying process. If you have a sales team or if you are the entire sales team you’ll want to optimize your resources so that you spend your limited time with consumers that are qualified. Lead scoring is a great tactic to use that will help ensure that you spend your time on those high converting individuals. Regardless of your tactic, the most optimal time to make an offer to a consumer is when they’re evaluating options and before they finalize recommendations.
- The process of determining when to provide an offer is specific to your business. • Start by understanding your segmented customer’s buying process. When in the past have they been most responsive to an offer. Map this out on a piece of paper. • So you can determine the “optimal offer timing” and then implement, test, evaluate and adjust.
- A helpful strategy is to use a lead scoring process to focus on high converting prospects • Here’s a simple example of lead scoring: Customer clicked on link in the email that had a coupon code but didn’t complete the purchase, that customer would get more “flames” than someone who didn’t demonstrate interest. Although not all small businesses need lead scoring, they do need a process in place to identify where they should focus their limited time.
- Now that you know a little bit about the OFFER stage, it’s time to CLOSE the sale.
- Closing the sale isn’t just an exchange of money.
- It’s about excellence in delivery, great communication and establishing a lasting relationship… How do you ensure “Sales Excellence”? • Easy payment processing • Written documentation • And most importantly… WELL TRAINED STAFF
- You can make all this happen, and make your life easier if you AUTOMATE Tell Mario’s story Educate: News and exclusive offers via email. Our business depends on reaching as many prospects as possible and converting them to members quickly. Offer: The typical prospect will make it through their trial stage and convert to membership in two weeks or less. Close: We have set procedures for how to guide a prospect along at each step of the way. We have phone scripts aimed at getting people to come in and try us out with as little resistance as possible, as well as sales scripts that guide the prospect into signing a contract. With hundreds of prospects at each location, organization is key. That’s how Infusionsoft’s Opportunity Stages have made our sales process even more efficient. ---- Mario’s Background 2014 Small Biz ICON Best in Class – Direct Sales Please describe your business in detail. (From Mario directly…) Modern Martial Arts started with a single location on the Upper West Side of Manhattan on October 1st, 2001. I had no students, no funding, and no roadmap for our future. All I had was a vision for what I wanted this little martial arts school to become. Now we’ve expanded to four Manhattan locations on the Upper West Side, Upper East Side, Midtown, and Tribeca. We have 1,200 members, 70% kids and 30% adults. Memberships are in terms of 6 or 12 months, new students starting at 6 months and then renewed on a yearly basis. A new member’s value is $1,000, but that same member has a lifetime value of $12,500. Our programs have expanded over the years and we now have not only kids & adult martial arts, but also a strong jiu-jitsu program and a women’s cardio class. Describe your sales organization and your typical sales cycle. Our business depends on reaching as many prospects as possible and converting them to members quickly. The typical prospect will make it through their trial stage and convert to membership in two weeks or less. We have set procedures for how to guide a prospect along at each step of the way. We have phone scripts aimed at getting people to come in and try us out with as little resistance as possible, as well as sales scripts that guide the prospect into signing a contract. With hundreds of prospects at each location, organization is key. That’s how Infusionsoft’s Opportunity Stages have made our sales process even more efficient. Describe your sales process. What are the stages in your sales process? After a prospect calls into the school or opts-in online, we schedule them for an introductory two-class trial. At the end of the trial, we first try to sell a membership before they walk out the door. If that doesn’t work, we depend on follow-up emails and phone calls to sell the membership. Once a membership is purchased, the retention of the buyer is crucial. Members will be up-sold into premier packages throughout their time with us, with the average member having a $12,500 lifetime. Though the majority of our revenue comes from memberships, we do offer physical products (sparring gear, uniforms, t-shirts, bags, etc.) to procure sales and extend our branding further out the door. How do you leverage automation as part of your sales process? With a small sales team (usually two staff members per location) and hundreds of prospects to track, the automation helps keep any one prospect from falling through the cracks. If things are busy at the business and the sales team doesn’t have time to call a prospect the day after their trial, we know that the automated emails are there to keep us on the prospect’s mind. Often times a prospect will respond directly to the emails, eliminating the back-and-forth element of phone tag.
- The presentation now transitions to the WOW Phase. Tell Casey’s story. Problem – running out of money, 80K in debt, desperately seeking a solution. Solution – automation that makes delivery, upsells and referrals easier. Results – 925% increase in revenue over 3 years (revenue has grown from $219K to over $2 million) ----- Casey’s Background 2014 Small Biz Ultimate Marketer (ICON) winner. (from Casey himself…) In 2008 I started the company out of a passion to reach church leaders worldwide – to train, speak, coach, consult – all to help the Church. That year, I was complaining to my wife and talking about this idea of starting my own company. She finally told me, “Casey, pee or get off the pot.” So, I fired myself from my current position and hired myself to start a company to impact church leaders. We had $36K in the bank when we started. My wife was a stay-at-home mom with our one-year old daughter. I acted like I had a ticking time bomb – if the $36K runs out then I’d have to go get a job at Home Depot. At the time, I was $80K in debt with money running out for my family and I was searching for anything that would bring freedom to my life, including the Internet. I clicked on a link from a website and while it was loading I noticed the URL said infusionsoft.com. We know that people need more than a product or service – they need coaching. Infusionsoft allows us to automate the follow-up for buyers with coaching on how to use the resource most effectively, while addressing buyers’ remorse by reiterating the benefits. The automation also allows us to connect with them and create community by including questions they can respond to in order to start a conversation. We also are able to ask how likely people are to recommend us and get our Net Promoter Score. Having that allows us to assess how well we are serving our customers and make improvements. We use upsells in our shopping cart that have been very effective. Customers who are members of our coaching programs (subscriptions) are eligible for discounts on add-on products. Infusionsoft allows us to build those upsells into our automated sequences. We promote new or similar products to customers based on tags applied when they made a purchase, which allows us to get repeat customers. Through the automated sequences, we are able to ask questions in our correspondence with customers about their experiences. That allows us to collect stories of their success as well as ask them for referrals. We don’t currently collect the referrals, but simply ask them to forward an email about a free event to introduce people to our com
- Wow is the third phase in Lifecycle Marketing • Describe current state (PROBLEM) • Describe NEW state (BENEFIT) ----- Problem In today’s economy, competition is fierce. This means that you must differentiate your business from those of your competitors. Benefit If you’re not differentiating your business based on price, you must differentiate it based on value. The best way to do this is by delivering a consistent Wow experience to your customers each time you interact with them.
- Wow is the third phase in the Lifecycle Marketing model. Getting started with a Wow strategy involves three key stages: Deliver and Wow Offer More Get Referrals
- Let’s get into how to WOW Don’t just deliver. Deliver with WOW Go above an beyond to earn your customer’s loyalty This doesn’t have to cost a fortune
- What WOW could you deliver for $5? • lottery ticket • starbucks gift card • discount coupon • etc
- How can you WOW by making it personal? How about a… Hand written thank you card Note about the house cleaner who cleans their home and why he’s passionate about cleaning homes (if you’re in the house cleaning business) Magnet that features their dog (if you’re in the pet industry, landscaping or house cleaning industry) Bonsai tree with a message that you’re excited to help them grow their business (if you’re in the professional services industry) Add more
- Tell Laura’s story Deliver & Wow: Provides immediate access to online courses using iMember360 (creatingfame.com) Also provides free content that others charge for. Offer More: Tagging in Infusionsoft helps her identify when customers might be ready for other products and offers. She upsells within email follow up sequences by offering an upgrade if they didn’t originally take it or let them know about another program they might be interested in. Get Referrals: We have some prompts in our email sequences for customers. Sometimes we’ll do a call out on FB or contact people directly or broadcast the customers after a program is finished. Results: From our email list of just over 40,000 subscribers, we've had 3,400 join Social Media Marketer in its first 6 months ----- Laura Background (from Laura directly…) In our exit surveys when members cancel their subscription, fewer than 5% of customers leave due to billing or service related issues (that's a very high customer satisfaction rate!) -A full 1/3rd of all cancelling members let us know they will return when it is a better time for them. Infusionsoft helps us a lot with the use of tagging contacts. With the use of tags, we never send spammy emails and only send emails to those who may be interested. Also, we use IS to broadcast The Dash, our free weekly newsletter that is filled with valuable content. We use IS to send it out and have been sending it since 2009. People know us for the Dash and trust that it’ll land in their inbox each and every Wednesday for the latest social media news, tips and announcements. We use a plug in called imember 360 which connects WordPress to IS and helps manage our members access to the site. We create templates for our emails - and create a series of emails that can be started at the beginning of a program - with 1 click- whenever we decide to start it! We have one page where people can login to all of our past and present products > it’s our way of just making 1 login/ 1password so they aren’t logging in and out of multiple sites. How do you upsell customers and/or get repeat sales? We upsell within email follow up sequences - we’ll offer an upgrade if they didn’t originally take it or let them know about another program they might be interested in. We have some prompts in our email sequences for customers. Sometimes we’ll do a call out on FB or contact people directly or broadcast the customers after a program is finished. Laura uses the following features from Infusionsoft: Contact Management (lists, behavior tracking, segmentation) Lead Generation & Tracking (visitor tracking, Web analytics, lead source tracking) Lead Capture (landing pages, Web forms, internal forms) Marketing Automation (Campaign Builder, sequences, triggers, action sets) Email MarketingSocial Media (sharing buttons, broadcasting, reporting) CRM (opportunity management, lead scoring, sales automation) E-commerce (Shopping cart, order forms, promo tools, etc.)
- Now that you DELIVERED with WOW. Can you OFFER MORE? ----- The second stage in delivering a Wow experience is to offer more to your customers. Determining what to offer and when to offer it involves a bit of strategy. According to Stephen Covey, the author of The 7 Habits of Highly Effective People, human beings have an emotional bank account. This account starts with a zero balance and fluctuates based on deposits and withdrawals. When more emotional deposits are made into consumer’s emotional bank accounts, their trust and confidence grows resulting in stronger relationships. The easiest way to make deposits is to determine how you can help your target customers and provide a solution. The solution doesn’t have to be your specific product or service nor does it have to result in a sale. Your solution can be as easy as providing tips and resources related to their inquiry. The key to a strong relationship resides in your ability to make more deposits than withdrawals.
- After you’ve made a few deposits, you’ll want to make a withdrawal. Timing and positioning is important. Here are three ways to tactfully increase your revenue while continuing to be helpful: Cross Sell: Customers aren’t always aware of the perfect product or service pairings and may be willing to purchase related items that enhance their experience. Upsell: Listen to your customers and try to understand their needs. They might be willing to pay extra for special treatment, warranties or monthly programs. New products: Remember to help your customers by identifying things that will enhance their lives by notifying them of new products or services.
- And last, but not least… Ask for Referrals. Why don’t more people ask? ----- You’ll spend less money marketing to existing customers than trying to attract new ones, so that’s why it’s so important to wow them from the start. Anticipate their needs and deliver more than what you promised in either quality, quantity or by recommending something that satisfies their needs. Leverage your strengths because that’s what sets you apart from your competition and don’t be surprised if you start hearing from their friends. Referrals are one of the cheapest ways to expand your business; wowing your current customers is the fastest way to earn referrals. Finally, asking and rewarding customers for a referral completes the Wow experience. Effective referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain. Providing small gift cards, discounts or movie tickets for referrals is a great way to demonstrate your appreciation.
- PARTNERSHIP programs are another great way to encourage referrals. Here is Tom’s story: Deliver & Wow: Provides a method for emergency contact information to be shared with emergency responders via key tags. The key tags are promotional in nature for the business that provides it to their customers. Because it provides peace of mind to their customers, they buy more. The program is targeted towards business owners and affiliates. Offer More: A variety of tags are available and affiliates are paid to based on sales so they are incentivized to sell more Get Referrals: The core of our current referral affiliate program is the 30/5/1 tiered override program. This rewards affiliates who have brought on other affiliates. Results: Infusionsoft saved the business. Period. We were almost dead at the end of 2011. Now, with Infusionsoft being woven into the very fabric of our business, we are global, thriving, and have our sights millions in sales in 2014. Running a global sales enterprise, as essentially a one man show, would be totally impossible without Infusionsoft. ----- Tom Background 2014 Small Biz ICON Best in Class – Lead Gen (but partners with businesses) Please describe your business in detail. (from Tom directly…) “I.C.E” stands for In Case of Emergency. Our products and capabilities have evolved over the last two and a half years, to the point that we are currently launching a global protective service that we could not create or implement without Infusionsoft. At the very beginning, the very core and heart of our business, is the ICE Keytag (theicekeytag.com). The concept behind this is very simple... 1. Each tag has a place where a person can write in the phone number of THE PERSON they want notified in the event that they are in a serious accident. No confusion, no broken or locked cellphones – just an easy way for first responders to reach next of kin. So simple – so effective. 2. We also have an entry for someone to put their cellphone number on the tag, so that if the keys are lost, and subsequently found, the finder can get them back to the owner in a matter of minutes. Once again – a simple and effective solution to what can be a nightmare if it happens to YOU! We augment these protective services with a freely downloadable EMS Information Form from our website. This form is designed to enable the owner to convey a wide range of critical medical information to first responders. It should be in the glove compartment of every car they drive, and if appropriate, taped to the inside of their medicine cabinet as well. We started with some generic designs for the tags – all of which are slightly larger than a standard keytag – and has our prominent I.C.E. in red on the end so it stands out. It dawned on me one day that we could exponentially increase our reach, and make some good money at the same time, by creating tags that were also marketing pieces for businesses. Any type of business could benefit from the exposure that advertising on an ICE Keytag brings. Real Estate agents, doctors, auto dealers, restaurants, even funeral homes have partnered with ICE Keytags. Not only do we provide them with great exposure and increased customer loyalty, we provide dynamic QR code marketing campaigns as well as a members only promotional site to reach tag holders all over the world. The beauty of this system is that these businesses not only help themselves in myriad ways, but they help us spread the ICE protective system to exponentially more people than we could just selling one tag at a time through our own efforts. These partners also get to enjoy the benefits that come from giving something of value back to the community. It’s a wonderful partnership! One highly respected marketing “guru”, best selling author Jack Mize, described our program this way: “The ICE Keytag system is one of the most innovative marketing strategies I’ve seen in a long time. It combines solid marketing principles with life changing potential that builds customer loyalty and referrals.” Describe your referral partner program (optional) and the results you've generated from it. As I mentioned earlier in this entry, the heart of our massive global growth is our referral affiliate program. We have hired and trained hundreds of commissioned,1099 sales reps (in our biz, this is the same as referral affiliates) – in both a free affiliate program and a paid program, all thru the referral program that Infusionsoft provides. There are a variety of ways that a potential sales rep will find out about us (craigslist, webinars, referrals from current reps...and all roads lead to the same Infusionsoft powered landing page (www.icekeytag.com/prospect). Here they are captured and sent through a short orientation about the company and the opportunities. Once they buy the sales rep package, we have a flow that has them provide information for their custom video and website (which is sent to our video and web production service), trains them through a series of videos and online content, and is reinforced through online quizzes powered by Infusionsoft. When they have finished training, they are redirected to Rightsignature.com to obtain their sales rep agreement and sign it online. When we are notified that they are done, we complete a task that sends them a welcome email and grants them access to their back office and a separate sales rep resource site. The training consists of 5 modules of training, 3 videos, and the tagging of reps as they move through the system. This tagging provides them with the correct level of qualifications for their advancement through their membership site, ensuring that the proper “next” level of training appears on their screen when they log in. This flow is a beautiful thing, as I never have to interact with the trainees as they move thru the system. I used to have to spend a lot of time manually moving each one through our program before Infusionsoft. The user experience, however, still makes the customer fell that they are getting one on one attention throughout the whole process. Our many levels of affiliate participation: - We allow any customer to become a 25% commission referral affiliate simply by filling out the short enrollment form. This is just for folks who want to be paid for referrals but don’t see this as a business opportunity. - When we first started our commissioned sales rep program, I paid a flat commission of 50 cents per tag sold. This was easy to do and calculate. These are my legacy reps – they have been with us since the pre- Infusionsoft days. After the transition, reps were given the chance to migrate to the override/ percentage system that new affiliates sign up for. The core of our current referral affiliate program is the 30/5/1 tiered override program. This rewards affiliates who have brought on other affiliates. Of all the invaluable virtues of Infusionsoft, the ability to provide an override system was the one made me tell the Infusionsoft sales rep “are you kidding? Where do I sign up?”! I have always been a firm believer in the power of small override systems. It incentivizes your affiliates to bring on new affiliates, rather than look at them as the competition. So – in our system: - We pay a full 30% commission to our sales reps (affiliates) on just about everything they sell. Their immediate up line affiliate receives a 5% override, and that goes up one more level to a 1% override. With hundreds of products and hundreds of affiliates...the only way I can handle all of this is with the automatic accounting done by Infusionsoft. “Payday” (the first of every month) would be the consummate nightmare if I had to calculate these payments manually. With the referral partner ledger it’s a snap! I can complete it all in an hour, versus days of doing it the old fashioned way! The ledger system in the back office also does a nice job of keeping the affiliates updated in real time – which means they aren’t bugging ME! Affiliates do the large majority of their marketing through a wide variety of applications involving the coded affiliate links residing in the link generator section of the affiliate center. As of this writing we employ 39 affiliate tracking links. At the core of their marketing tools is their customized sales rep website, complete with customized marketing video (see sample at icesalesrep.com/CA319). We embed their personal links in up to 10 hotspots on their home page, so we can capture just about any lead that stops by, no matter what their interest. We also provide affiliates with a “custom” sales rep support site, which is actually a membership site using Wordpress, Infusionsoft and iMember360. Imember provides the gateway and the path after initial log in is determined by the tags the affiliate has. The customer experience, however, is of a custom page built just for them. By the way – we also do the same thing for out commercial customers – they have their own Infusionsoft powered membership site as well.
- Whatever you do make the process of referring EASY! Create landing pages for customers to refer Have sharing options available on your site The easier you make it; the better your results
- We’ve talked about a lot of things today encompassing Lifecycle Marketing and Attract, Sell, and Wow. Creating sales and marketing strategy for your small business can be daunting. Infusionsoft's Lifecycle Marketing model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Infusionsoft, Lifecycle Marketing has helped thousands of small businesses achieve success. The beauty of Lifecycle Marketing is the simplicity of the model, which can be applied any small business regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love. Lifecycle Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow Within each of the 3 phases are strategies that we talked about today. • You don’t need to do everything. In fact you shouldn’t. • Instead commit to implement one thing you learned today and although Infusionsoft was discussed greatly in this presentation, you can accomplish much of this without Infusionsoft if you are not ready for it. • BE INSPIRED BY THE RESULTS!
- And remember YOU’RE NOT ALONE.