2. U.S. Job Growth in Aug-Sep
1-49
Employees
500+ Created
Employees 60,000
Jobs
Lost 5,000
Jobs
September 2011 ADP National Employment Report®
@tylergarns
3. The Unfortunate Reality of
Small Business...
Scott Shane: Illusions of Entrepreneurship: The Costly Myths that Entrepreneurs, Investors, and Policy Makers Live By.
@tylergarns
8. Typical Marketing Plan
• Executive summary • Market
segmentation
• The Challenge
• Alternative
• Situation Analysis
Strategies
Company Analysis
• Short & Long-Term
Customer Analysis Projection
Competitors • Conclusion
SWOT Analysis • Appendix
@tylergarns
9. Typical Marketing Plan
Scratch
• Executive summary
• The Challenge
• Situation Analysis
Company Analysis
• Market
segmentation
• Alternative
Strategies
That
• Short & Long-Term
Customer Analysis Projection
Competitors • Conclusion
SWOT Analysis • Appendix
@tylergarns
10. Small Business Needs a
Different Approach
• Understand the 3 black holes
• Map out your perfect customer lifecycle
• Identify the low hanging fruit (the biggest
black holes in your business)
• Plug the holes (Implement)
@tylergarns
12. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns
13. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns
14. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns
15. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns
16. We’ve Cracked The Nut
• We’ve been doing this
for years
• We’ve implemented
these strategies with
more businesses than
any other company
• It’s proven to work
@tylergarns
20. Traffic Attraction Strategies
• Content is king (blog posts, videos, etc.)
• Social media
• Online Marketing (PPC, SEO)
• Referrals, Partners
@tylergarns
21. Social Media Money Formula
• Create compelling or interesting content
• The content must lead them to an opt-in for more
valuable content
• Share the content via social sites
• Capture leads
• Follow Up
• Sell them
+
@tylergarns
22. Lead Capture Strategies
• Opt-in for free report, video, premium content, etc.
• Request a quote, get a demo, free trial
• Offers, coupons, contests
• Attend live event, webinar, teleseminar
@tylergarns
28. Lead Nurture Strategies
• Create custom campaigns for hot, warm and cold
leads
• Personalization is key
• Make every message relevant, useful
@tylergarns
37. Tweet Sequence
Welcome to Over[Exposure]. This is your
affiliate link. Be sure to Tweet it: http://
is.gd/juC3
@tylergarns
38. Tweet Sequence
Welcome to Over[Exposure]. This is your
affiliate link. Be sure to Tweet it: http://
is.gd/juC3 The Over[Exposure] launch is still
Tyler,
going strong. Here's your affiliate link:
http://is.gd/3gXAl Tweet it now to make
some $
@tylergarns
42. Wowing Customer Strategies
• Welcome customers (make it personal &
relevant)
• Be systematic about quality delivery
• Measure satisfaction and take action
@tylergarns
43. Jermaine Griggs
• Ultimate Marketer of The Year
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Jermaine Griggs Hear & Play Music
Increased
Jermaine Griggs Hear & Play Music
Lifetime
Customer
Value from
$90 to $375
62
63
@tylergarns
60
44. Upsell Strategies
• Upsell or cross sell later in the relationship
• Offer upsell products during checkout
@tylergarns
45. Upsell At Time of Purchase
• Take advantage of
“buying mode”
• Upsell a product/
service that is
complimentary
(makes sense)
• If you don’t have
something to sell,
sell a partner’s
product
@tylergarns
46. Referral Strategies
• You & Your Friend Get a Discount
• Free Product/Service If You Refer A Friend
• Referrals Don’t Have To Come From Customers -
Use Happy Leads To Drive Traffic
@tylergarns
50. Heating & Air Conditioning
• Suervice Business Blueprint
@tylergarns
51. Heating & Air Conditioning
• Suervice Business Blueprint
@tylergarns
52. Heating & Air Conditioning
• Suervice Business Blueprint
@tylergarns
53. What would it take?
• Website
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
@tylergarns
54. What would it take?
• Website
CHAOS
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
@tylergarns
55. Another example...
• Online retail - educational products
• 3 month case study
• Goal was to double sales!!!!
• Using email autoresponder + shopping cart
• Couldn’t segment, couldn’t promote to
separate groups, couldn’t upsell well
• Growing, but not thriving
@tylergarns
65. Results
• All About Spelling doubled sales in 72 days
• Prospect list grew from 5,000 to 10,000
• Average sale increased 16% (due to in-cart
upsells)
• New affiliates brought in 49 sales
• Cart transactions increased from 599 to 1,232
@tylergarns
66. Plugging the 3 black holes
and implementing
The Perfect Customer
Lifecycle
WORKS!
@tylergarns
67. What would it be worth?
• No leads slipping through the cracks
• Every customer hears from you consistently
• Proven, customized strategy for your business
• One system with all customer data
• Automatic upsells
• Customers referring friends & family - on their
own
• Peace of Mind
• Confident in ROI
@tylergarns
68. “The difference between an ordinary
business and an extraordinary
business is implementation.”
- Bill Glazer
@tylergarns
69. Your Plan for 2012
• Understand the 3 black holes
• Map out your perfect customer lifecycle
• Identify the low hanging fruit (the biggest
black holes in your business)
• Plug the holes (Implement)
@tylergarns
70. Bonus Materials
• 8 Business Blueprints
• http://bit.ly/pcl-maps
@tylergarns
