Building an amazing product is key but finding the first people that will actually buy and use it is a real fight! Having a great product or service is sometimes not enough for clients to somehow magically appear. Keep focusing on your product, and book a seat: during this 45 minutes workshop, Etienne Alcouffe will present: - All the acquisition channels you can use, - How you can combine the acquisition channels, - What kind of team and structure you need to succeed Paid advertising, inbound marketing, outbound marketing, etc. you’ll have all the tips you need to acquire efficiently your first clients. Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising. Etienne is passionate about advertising and will transform you in an Ad Geek!

1. FROM E-MAILS TO PAID ADVERTISING
HOW TO ACQUIRE YOUR FIRST CLIENTS
ETIENNE ALCOUFFE, SEARCH ENGINE SPECIALIST AT EFFILAB

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ETIENNE ALCOUFFE
SEARCH ENGINE MARKETING SPECIALIST
AT EFFILAB
FROM E-MAILS TO PAID ADVERTISING
HOW TO ACQUIRE YOUR FIRST CLIENTS

7. From e-mails to paid
advertising, how to
acquire your first
clients!

8. Your test market loves your product but how can you consistently grow
your sales ?
Myth #1 : The product sells itself
Myth #2 : Viral growth is enough
Strong enterprise sales is critical to
capturing market share when the
product seems to be selling itself.
2016 2017 2018 2019

9. What are sales and
client acquisition about ?
Create new value for
customers especially if
your product is innovative.
Create a process that is
effective, repeatable and
predictable.

10. How can you rapidly grow ?
Inbound
Word-of-mouth
referrals, marketing
Outbound
Cold calling, Cold
emailing
Sales
Account Executives and
customer success
managers
Lead Generation

11. How to think about Inbound ?
Inbound Strategies
1) You want a lot of leads because you average conversion rate is much lower than referral leads.
a) Search, Social, Display
b) Emailing
Customer
satisfaction
Content
Emailing
SEO / SEA

12. What tools can you use ?
→ SEO & Content
→ SEA (Adw,Bing)
→ Social (FB, Tw)
→ Newsletters
→ Autoresponders
→ OnboardingSource: Hubspot

13. Why Search ?
We want to find answers
to our questions and
make our lives better.
Reach people who have
decided to buy and
those who are
undecided.

14. How to optimize your search rankings ?
Myth #1 : SEO is free
Myth #2 : SEO is quick
Consistently create great content
and build relationship with other
websites to grow your traffic.
Expect the first results to appear
after 3-6 months.

15. PPC as a lead generation engine
PPC can be a very effective lead
generation tool for your business.
It generally takes up to 3 month to be
able to assess the performance of a PPC
strategy.
PPC might not be suitable for you if you
sell more complex products and services.

16. Email marketing and lead nurturing
Truth #1 : Nurture leads
Email marketing can help you build
trust with your audience. You can
also promote your products and
services.
Send one email per week with some
of your great content !

17. Support your growth with Social Media
Support blog readership growth and
build relationships with your
audience.
Conversion rates are typically lower
but social media can significantly
increase your reach.

18. Outbound lead
generation
Generate pipeline and
leads predictably.

19. First Step: How to structure your team ?
Patricia
Patricia is responsible for
lead generation.
Paul Morgane
Paul is responsible for
customer satisfaction. He
is the one who makes sure
our customers love our
product or service.
Morgane is an account
executive, she meets with
the qualified leads
generated by Patricia and
closes deals.
Mickael
Mickael is another account
executive, he is more
experienced with retail
customers.

20. Specialize your four core sales roles
Source: Predictable Revenue

21. “There’s always a smaller number of best buyers”
Who are your best customers ?
What industries can you help ?
Who do you need to speak with ?
1)Revenue potential
2)Fit with your product / service

22. How to build your database ?
1)Can you purchase a database ?
2)Can you outsource lists building ?
Try different services and lists to
determine the best ones in terms of
response rates and conversion rates.

23. Prospecting with outbound email campaigns
Get in front of new prospects with
cold emails and follow up with phone
calls.
#1 Truth: volume matters
#2 Truth: target decision makers
#3 Truth: segment your lists

24. Milestones
January 2016
Inbound: PPC
Outbound: Emailing, Cold Calling
March 2016
Inbound: CRM, Emailing, PPC
Outbound: Emailing, Cold Calling
June 2016
Inbound: SEO, PPC, Emailing,
Webinar
Outbound: Emailing, Cold Calling
July 2016
Inbound: Social, SEO, PPC, Video, Referrals
Outbound: Emailing, Cold Calling
October 2016
Inbound: Events, SEO, etc.
Outbound : Emailing
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

25. Main marketing objectives and KPI’s
Objectives Key performance indicators Weight within your strategy
Awareness
Build awareness among your target audience
Cost per visit
Cost per view
10% to 20 %
Convert users
Be visible to users looking for your products / services
Conversion rate
Return on investment
50% to 60%
Build loyalty
Grow your accounts / Generate referrals
Return on investment
Average revenue per client
Repurchase rate
10% to 20%

26. 07 78 87 37 37 07 87 59 40 03
Etienne Alcouffe
Expert SEM/SMO
etienne@effilab.com
07 87 59 40 03
Are you trying to
grow your sales
through advertising ?

27. SEE YOU SOON!
LOVE.
THEFAMILY.CO