Lifecycle Marketing for CPAs (CPEs for CPAs class)

Lifecycle Marketing: 7 Steps to Small Business Prosperity

…How to Start 2014 Strong

Who We AreWho We AreDesiree ScalesCEO, Bella Web Design, Inc.desiree@bellawebdesign.comp: 770 509 8797@desireescales

AgendaAgenda• Intro• 3 Black Holes in Many Small Businesses• Lifecycle Marketing (& examples)• Lifecycle Marketing & Payoff

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6

Three Questions1. Why do so many businesses

fail?2. Why do some businesses

thrive?3. What tools can we offer to

help more succeed?

Why do so many businesses fail?

ALL SURVIVAL MARKETINGALL SURVIVAL MARKETINGFLAWED STRATEGYFLAWED STRATEGYMULTI-SYSTEM

MADNESSMULTI-SYSTEM

MADNESS

11 22 33

Three Black Holes

#1: Multiple-System Madness

Disjointed systems. Manual work. Lost opportunities.

CHAOS

#2: Flawed Strategic Approach

#3: All Survival Marketing

Survival Marketing in ActionSurvival Marketing in Action

1. Generate interest

2. Sell to hot leads

3. Get new customers

4. Sigh in relief

5. START OVER

Lost OpportunityLost Opportunity

2. Lost leads

1. Lost traffic

3. Lost customers

HuntingTransactionalFeast or

FamineReactiveChaosHabitPoint

Solutions

HarvestingSelf-SustainingPredictableSystematicConfidenceSystemAll-in-One

Problems With Survival MarketingProblems With Survival Marketing

1. We are frequently chasing the next deal(The market is in control)

2. Our marketing is often disjointed (on again, off again)

3. We don’t have confidence that our marketing plan will bring a surplus of customers

[We’ve been there]

It’s what makes businesses

thrive.

… a 10 year experiment

LIFECYCLE MARKETINGLIFECYCLE MARKETINGWhy Some Businesses Why Some Businesses ThriveThrive

((And Others Just SurviveAnd Others Just Survive))

9:07

Two Foundations of Lifecycle MarketingTwo Foundations of Lifecycle Marketing

1. Prospects Are People.2. Systems Scale Relationships.

7PhasesPhases

There areThere are

1 2 3 45 6

The 7 Phases of The 7 Phases of

The Customer LifecycleThe Customer Lifecycle

Visitors Opt-Ins HotProspects

Sales CustomerSatisfaction

Lifetime Customer

ValueReferrals

Lifecycle Marketing PlannerLifecycle Marketing Planner

Know thy customer

(target) ^

• Basic Characteristics• Pains, Problems and Challenges• Benefits They Seek• Why They Buy From You• Most common Objections• Who is not your target customer

Exercise:Clarify your Target Customer.

Attract TrafficAttract Traffic

Online

OfflineAD

LifecycleLifecycle

Marketing

Marketing

9:20

Human Healthy VendingHuman Healthy Vending• Started as pure “hunters” • Created targeted lead magnets• Grew prospect database by 10x

Exercise:Pick a topic for your educational magnet

Gut Check:How many more visitors could you attract with the right magnets?

Questions?

OfflineAD

LifecycleLifecycle

Marketing

Marketing

Online

Capture LeadsCapture Leads

9:30

Lead Capture: ExamplesLead Capture: Examples• Join Our Newsletter

(Answer: 1998)

• When was the last time you woke up and said: “Today I need to join another newsletter...”?

Lead Capture GapsLead Capture Gaps• Web Traffic that leaves your site• Walk-ins that walk out• Networking contacts that leave• Inbound phone calls• Tradeshow visitors who walk by

How many visitors are coming to you without you capturing their information?

Gut Check:

Questions?

But remember:But remember:Just because you’ve captured a leadJust because you’ve captured a lead

doesn’t mean you’ve earned the right…doesn’t mean you’ve earned the right…

TO SELLTO SELLTO SELLTO SELL9:37

And it’s about:And it’s about:

setting up a setting up a 42-step 42-step auto-responder auto-responder to to hammer peoplehammer people

NOT

To establish trust, educate,

and convert.

It’s about being

Timely

RelevantBuilding a

relationshipTargeted

Personalized

Nurture ProspectsNurture Prospects

SEO

PPC+ +AD

LifecycleLifecycle

Marketing

Marketing

*As referenced from

a study

of the Sales

and

Marketing

Executive

Club

of Los

Angeles

http://jamesriverjournal.com/business-coach/16865-do-not-give-up-follow-up.ht

ml

The “Why” Behind NurturingThe “Why” Behind Nurturing• 81% of sales happen after81% of sales happen after

__ or more contacts__ or more contacts

• 85% of the time we stop after85% of the time we stop after__ or __ contacts__ or __ contacts

55

11 22

The Cost of Not Nurturing10,000

(audience)

100(prospects)

10(customers)

And the Other 90 Prospects?

• Fall through the cracks• ZERO follow-up• They'll go to your competitor!• It’s all about TIMING!

Gleason TaxGleason Tax1. Spent thousands on marketing and were getting

poor results.2. Discovered gold with educational marketing3. Benefits of Magnet:

• Decreased marketing spend by more than 50%

• At the same time, increased leads by 120%

Gleason Tax (Jeanette and Joe)

Lifecycle Marketing – Before and After

Original Runner Company Original Runner Company

Julie Goldman

Example: Original Runner Company Example: Original Runner Company

• From Shoebox to customer database

• Today: 20 different lead nurture follow up systems

• Sample swatch + follow up• Based on wedding date

• Results: Increased Conversion by 60%!

Julie Goldman

Example: Minutes MatterExample: Minutes Matter• Used lead nurture campaign to

follow up with Free Trial prospects:• Day 1: Fast Track Plan (sets expectations and preps

them for success coach)• Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips• Day 20: Four-day special 20 percent off • Day 30: Last day of trial• Day 45: We haven’t heard from you

• Increased conversion by 30%!

How many prospects do you “drop” each month because they aren’t ready to buy today?

Gut Check:

9:45

Convert SalesConvert Sales

SEO

PPC+ +AD

LifecycleLifecycle

Marketing

Marketing

9:53

Earn the Earn the rightright

HELPFUL VERSUS PUSHY[Eliminate the Salesman [Eliminate the Salesman StigmaStigma]]

• Were spending 8-10 hours per prospect• Changed model so reps only talked with qualified,

educated prospects (magnets)• Decreased time spent selling by 75%• They operate like a 20-person

marketing department• Grew from 0 to $5M+

in 3 years

Human Healthy VendingHuman Healthy Vending

Private Counsel (Attorney)Private Counsel (Attorney)• Problems: Impatient shoppers, Client frustration• Solution: use content, videos, reports & emails,

free value to the prospect/client• Breaks mold & pre-empts questions• Closes 100% of his appointments

David Hierskorn

How many additional prospects would buy each month with great follow-up?

Gut Check:

9:56

Questions?

Deliver and SatisfyDeliver and Satisfy

SEO

PPC+ + + +$AD

LifecycleLifecycle

Marketing

Marketing

10:05

GIVEGIVE

Ultimate Marketer of the Year Ultimate Marketer of the Year Jermaine Griggs

Ultimate Marketer of the Year Ultimate Marketer of the Year Jermaine Griggs The ResultThe Result::

Increased Increased Lifetime Lifetime Customer Customer Value from Value from $90 to $375$90 to $375

Customer Service As MarketingCustomer Service As Marketing

Book Recommendation

Colorado Example: RARE

• Affirms buying decision.• Excites customer about spending money with you and your

company.• Is an extension of your marketing.• Creates opportunities to upsell (more touches).• Leads to referrals, gives you a platform to ask for them.

5 Reasons Wowing Customers is Important5 Reasons Wowing Customers is Important

Customer Wow StrategiesCustomer Wow Strategies

1. Lottery ticket stapled to invoice.2. CD/DVD telling company story, and what they are to expect as

a customer.3. Starbucks “welcome to the

family” gift card.4. Gift Card to Restaurant.com

The Customer WOW Challenge

10:13

What could you do to “WOW” every new customer?

How many customers decide to stop doing business with you each month because you failed to WOW them?

Gut Check:

Upsell CustomersUpsell Customers

SEO

PPC+ + + +$AD

LifecycleLifecycle

Marketing

Marketing

10:15

Buying ModeBuying ModeBuying ModeBuying Mode

What Company Does Upsells Masterfully… (for years)

What Are Your Fries??

Avg. Transaction SizeIncreased by ____27%

AttractTraffic

CaptureLeads

NurtureProspects

ConvertSales

Deliver& Satisfy

UpsellCustomers

GetReferrals

$400 Upsell$400.00 Upsell

Small Business Beat the Recession Kit

How many past customers should be buying again this month but aren’t (because of poor follow-up/targeted upsells)?

Gut Check:

10:20

Get ReferralsGet Referrals

SEO

PPC+ + + +$AD

LifecycleLifecycle

Marketing

Marketing

10:22

Gleason Tax (Jeanette and Joe)Gleason Tax (Jeanette and Joe)• Launched customer referral program ($10 gas card)• Tax clients automatically got an email. • Doubled referrals

How many referrals do we lose each month because we don’t ask?

Gut Check:

10:25

Questions?

Exercise: Adding Things Up

How Could LCM Benefit Your Business?

SEO

PPC+ + + +$AD

LifecycleLifecycle

Marketing

Marketing What Now? Map out the plan

10:32

Maps Help You Create A Fluid StrategyMaps Help You Create A Fluid StrategyA

ttract. Capture. Nurture. Convert.

What tools can we offer to help businesses grow?

All-In-One Sales and Marketing

• Attract and Capture Leads• Nurture Prospects• Close Sales• Wow and Upsell Your Customers• Get Referrals

10:42

Text the word:Text the word:CPACPA

706 432 2355706 432 2355

THANK YOU!THANK YOU!

@desireescales@desireescales