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Customer acquisition strategy for 2017

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Customer acquisition strategy for 2017

Publicado en: Marketing

Customer acquisition strategy for 2017

  1. 1. CUSTOMER ACQUISITION STRATEGY FOR 2017
  2. 2. MARKETING HAS MOVED FROM ITS INFANCY STAGE •  Number of Facebook advertisers doubled in 2016 •  Increase in cost per click prices •  Drop in reach •  Noise everywhere
  3. 3. THE TRADITIONAL FUNNEL WILL NOT WORK ANYMORE
  4. 4. THIS IS WHAT IT WILL LOOK LIKESidewalk Content Slow Lane Fast Lane $
  5. 5. WHAT IS FACEBOOK RELEVANCY SCORE? HIGHER CTR = HIGHER RS
  6. 6. HOW TO GET A HIGH RELEVANCY SCORE? VALUE ADD CONTENT (NOT ADS) GIVE DON”T ASK
  7. 7. WHERE TO FIND GREAT CONTENT IDEAS!
  8. 8. YOUR CONTENT MUST BE RELEVANT AND POSITION YOU AS AN AUTHORITY
  9. 9. THE FIT CONTENT STRATEGY •  Content In this phase must refer to the right mindset showing what might be wrong with a customers current approach and educating them on their problem. •  It must be short and to the point •  Does not have to be perfect but has to give INCREDIBLE VALUE
  10. 10. ENTER RETARGETING
  11. 11. Connec&o.io  
  12. 12. LEAD MAGNETS: A PIECE OF VALUE THAT WE GIVE IN EXCHANGE FOR A SPECIFIC ACTION.
  13. 13. IN OUR MARKETING FUNNEL, WE HAVE 3 DIFFERENT LEAD MAGNETS.
  14. 14. LEAD MAGNETS MUST BE ALIGNED ON THE AMOUNT OF OBLIGATION & ATTENTION EACH USER IS WILLING TO GIVE DEPENDING ON WHERE THEY ARE IN THE FUNNEL.
  15. 15. Low obligation. Low risk. High reward (instant gratification). Focused on the problem.
  16. 16. EXAMPLES OF GREAT SIDEWALK LEAD MAGNETS
  17. 17. QUIZZES  _  Quizzes  are  one   of  the  highest-­‐conver&ng,  lowest-­‐cost,   and  most-­‐common  lead  magnets  for   the  Sidewalk.  
  18. 18. GUIDES  _  A  guide  of  fewer   than  7  pages  can  quickly  and   effec&vely  show  someone  a  poten&al   transforma&on.    
  19. 19. SWIPE  FILES_If  you  have   a  series  of  emails  that  is  really  good  at   accomplishing  a  specific  purpose,   swipe  files  work  extremely  well.    
  20. 20. Giveaways  &  vouchers  
  21. 21. Medium obligation. Interested in knowledge. Give more information on the process. Show how is it done.
  22. 22. Mini-­‐Course_  Great   Slow  Lane  lead  magnets,  however,  be   careful  not  to  overwhelm  your  lead   with  too  much  content.  5  min  Videos   Max.    
  23. 23. High obligation. Interested in a solution. Offer a solution and show outcome.
  24. 24. WEBINAR_A  webinar  builds   in&macy  with  our  leads  by  allowing  us  to   essen&ally  teach  a  mini-­‐class  on  a  subject   that  is  a  real  pain  point  for  the  lead.  We   can  clearly  show  the  solu&on  and   transforma&on  and  even  sell  directly   from  the  webinar.    
  25. 25. STRATEGY   CALL_Giving  your  &me  is   some&mes  the  ul&mate  giO.  It  is  the   extremely  in&mat  
  26. 26. FACEBOOK LEADS ADS
  27. 27. article sidewalk remarketing Lead magnet email FUNNEL 2.0
  28. 28. TRADITIONAL FUNNEL Facebook Ads Lead magnet email Low relevancy score CPC=$1 Low conversion rate because first time encounter 5% $1,000 1000 clicks 5% CR 50 Leads Cost per lead $20
  29. 29. article sidewalk remarketing Lead magnet email FUNNEL 2.0 High Relevancy CPC= $0.2 Remarketing CPC = $0.4 $1,000 = 5,000 click We will bring back 30% = 1,500 click @$600 Higher Conversion rate = 40% 600 Leads Cost per lead = $2.7 Almost 5X less $600 = 1,500 click
  30. 30. EMAIL AUTORESPONDER
  31. 31. Value – Blogs, articles, content, etc. Authority – Showing what you know or exhibiting social proof. Relationship Building – Asking questions or engaging with our audience. Opportunity – The ability to upgrade a “lane” and get closer to becoming a customer. Sell – Directly promotional / sales-oriented. Show-And-Tell – Case studies, testimonials, showing the “outcome.” WHAT TO SEND
  32. 32. •  Subject lines and sender names •  Think of sending times •  Think of building a sequence and developing a relationship of trust •  Don’t try to send any other promotions or sales emails •  Segmenting the database based on the funnel •  Drop off auto responder sequence 2 THINGS TO CONCIDER
  33. 33. WHAT IS A LANDING PAGE?
  34. 34. Allows us to make a very well organized sales PITCH to a customer. We use it to CAPTURE the customers information. IT’S THE FUNNEL’s ENTRY POINT
  35. 35. WHAT THE AVERAGE CONVERSION RATES? 3-10%
  36. 36. 20-40% 30-50% 40-60%
  37. 37. SO WHAT MAKES A WINNING LANDING PAGE?
  38. 38. PROVIDING A CLEAR VALUE PROPOSITION
  39. 39. SOCIAL PROOF
  40. 40. SOCIAL PROOF
  41. 41. SENSE OF URGENCY
  42. 42. CLEAR CALL TO ACTION
  43. 43. MOBILE RESPONSIVE
  44. 44. •  In the side walk, you need to sell the “pain” quickly and effectively and it “stupid” not to say “yes”. •  The strongest landing pages can be read in less than 15 seconds. •  very short and to the point Title and Subtitle and a description of what they will be getting, maybe without social proof
  45. 45. •  Requiring a bit more obligation. Maybe 30 second to consume. •  A bit more information is needed including social proof
  46. 46. •  Your are asking the user to commit to more hence you have to give them more justification. •  At least 3 key benefits, and much more proof and outcomes. •  People will spend 1 to 2 mins on the page.
  47. 47. WITHOUT THE RIGHT OFFER TO THE RIGHT LANE IT WON’T WORK MINDSET +OBLIGATION
  48. 48. HOW TO BUILD ALL THESE LANDING PAGES?
  49. 49. OUR MARKETING FUNNELS ARE MEANT TO TURN TRAFFIC à LEADS à PAYING CUSTOMERS $ Start at the sale and move backwards Must be one to many environment
  50. 50. Price of product Level of explanation required Risk reward profile How long it takes for users to see the outcome
  51. 51. WHAT IS A TRIPWIRE? turning a lead into a customer by making them a low-cost, relatively painless offer
  52. 52. MATH WITHOUT TRIPWIRE Product price $100 Total visitors 1,000 Conversion rate 1% Sales 10 Revenue $1,000 Number of customers = 10
  53. 53. MATH WITH TRIPWIRE Product price $5 Total visitors 1,000 Conversion rate 5% Tripwire Sales = 50 Tripwire Revenue = $200 Core offer Price =$100 Core offer Conversion rate 30% Core offer Sales 15 Core Offer Revenue $1,500 Total Revenue = $1,700 Total Number of customers = 50
  54. 54. •  Sell any product •  Templates •  Fixed monthly fee •  Upsells •  Payment plans •  Subscriptions •  Cart abandonment •  Saved credit cards
  55. 55. Conclusion this is a lot of work •  2 -3 pieces of content •  3 lead magnets •  3 landing pages •  6 email automation sequence •  A trip wire •  A conversion page
  56. 56. THIS IS WHAT IT WILL LOOK LIKESidewalk Content Slow Lane Fast Lane $
  57. 57. THANK YOU. GO TEST IT.

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