Introduction
Your customer’s Buying Cycle.
Why It's Pointless to drive traffic to Your Website if You don’t do lead nurturing
“Why do you need our product right now?”
- The “how” question: “How does your company make buying decisions for XYs?”
- Some options here could include, “We make them as a team,” “I decide and then get approval from my boss,” or “We usually have a series of in-person meetings with vendors.”
- The economic decision-maker question: “Do you make the financial decisions for XYs by yourself, or is it another person?”
Lead & Customer Segmentation
What is it?
Why does it help businesses?
How Do You Do It?
Who Don’t You Want?
Assess Your Leads
- Complexity of Need or No Need: If the customers’ needs are too complex for your solution, you don’t want them. Also, if the customer repeatedly tells you they have no need, they might be non-marketable.
- Budget: If the lead does not have the budget and cannot obtain it - perhaps you’re selling £350,000 homes, and the lead only has an income of £35,000 - then you want to make this lead non-marketable.
- Age: If you’re selling business-to-consumer, age can be essential to tell if a customer is non-marketable. For example, if you’re selling housing for senior citizens, and a lead is 20 years old, the odds are that their “ageing parent” is probably around 45 and not 65 or 75 so that lead is non-marketable.
- Authority: This is tricky because leads that lack authority should not be set to non-marketable. These leads should be routed to your sales or sales development team so you can call them to determine who else on their team may have buying authority.
How do I Get Started doing it?
Landing Pages, Web Forms & calls-to-action
Why in the heck Would You need this?
What are they?
Why are they not optional?
How Do You Build a Landing Page, Web Form, Or a Call-To-Action?
Email Follow-Up Sequences & Marketing Automation
What Are They?
- A trigger event: Something always starts an email follow-up sequence. That trigger event could be a lead filling out one of your web forms, a lead filling out a form on your Facebook page, or even a customer purchasing a given item.
- a Goal: Every email sequence has a goal, which is nearly always a customer-driven outcome. A sequence goal could include filling out a web- form, attending an event, or purchasing a product.
Why Is Marketing Automation Better Than “Batch & Blast”?
- It doesn’t allow your customers to self-select the marketing that they want to see.
- It doesn’t allow your customers to easily opt out of a given campaign, usually causing them to opt out of your entire marketing funnel by accident.
- It lacks any e-commerce or reasonably good CRM integration, requiring your team to duplicate much work.
Why Don’t Your Competitors Use Marketing Automation?
Campaigns
Why Is The Visual Approach To Campaign Building The Easiest Way To Do It?
How Long Does It Take To Build A Campaign?
- Spelling errors
- Grammatical errors
- Jokes that might fall flat on your intended audience
- Language that may be too difficult for your audience
- Errors in the “flow” of your campaign, such as introducing an offer that is either expired or invalid for a certain set of your customers
Checking Your Lead Sources & Marketing Return-On-Investment (Roi)
How Do You Avoid Wasting Marketing Monies?
Sales & Opportunities
- It allows them to see all of their customers in one place
- It allows marketing, sales, and customer service to communicate about everything that’s going on with any given customer.
- It makes sure that none of your customers’ information ever gets lost
How Do You Get Started If You’ve Never Done It Before?
What Are the Possible Outcomes of An Opportunity? Yes, No and Maybe
How To Close An Opportunity: Get Them Out Of Maybe
What Do You Do When They Say Maybe or No? Recycle or Non-Marketable
What Does It Take To Get Brand Awareness?
- Link Building: Use your sales and marketing automation software to ensure your company’s website links to accurate and relevant websites every month. If this isn’t happening, perhaps enrol in a brief online course on (legitimate) link-building.
- Modest ad spend: You can effectively create significant brand awareness advertising if you target a very narrow audience with many ad impressions using Google AdWords or Facebook. Even a small investment of a few hundred pounds can build awareness if your target is narrow enough.
- Content-aware ads: Be sure that your ads are only being shown in content-relevant areas if you advertise online. For example, if you’re selling car-care products, ensure that your ads only appear in car-care forums and auto websites rather than on sites that target other audiences.
- Strategic referral Partnerships: Be sure to have numerous co-marketing partnerships (i.e. 10-20) with companies whose offerings complement yours. For example, partnering with a party supply store might make sense if you're running a costume store. If you run a large corporate accounting firm, you may want to form a strategic referral partnership with a payroll firm. These types of partnerships build brand awareness and trust faster, leading to quicker sales.
Total Awareness: How to Stay Top-Of-The-Mind Between Purchases
What Percentage of Your Customers Are On Social Media?
How Often Do You Want to Touch Your Customer?
Do what your customer tells you; you’ll be better off in the long run.
Web Analytics: Why Businesses Use It
Why Are Web Analytics Important?
How Do Businesses Use Web Analytics to Get Customers?
- Which web pages are just not working for your customers?
- Which pages are causing leads to say, “I don’t want to give you my information.”
- Which pages are causing leads to say, “I am leaving your website now.”
Do You Still Need Google Analytics?
Shopping Carts, E-Commerce & Upsells
What’s the Point Of Using E-Commerce?
Will E-Commerce Save Us Money?
Do Businesses Use E-Commerce?
- £10 in administrative costs. That’s £10 more profit for your bottom line.
- It allows for systematic personalisation of your customer’s Purchase stage (which customers love) and simultaneously lowers sales training costs.
- It ensures uniform processes across all your sales transactions and allows you to test for the most effective check-out process.
- The less time your team spends processing orders, the more time they can spend selling or solving customer service issues.
- Any time you automate something your competitors don’t, it gives you a competitive advantage.
- Believe it or not, your customers prefer online checkout because it’s generally faster and more convenient.
What Is an Upsell?
Tying It All Together
What Should Our Company’s 90-Day Sales & Marketing Plan Look Like?
- What The “End” Looks Like: Our 90-Day Revenue Goals
- How Many Leads We Will Need
- The Exact Stages of Our Sales Process & How Long Each Stage Should Take
- The Marketing Channels We Will Use To Obtain The Leads We Will Need
- Who Is Responsible For Each Marketing Channel & How Much Time They Will Spend Per Day On Each Channel
- What Will Our Marketing Content Be Day-db-Day For The Next 90 Days