Alistair Wilson How to build a system that generates new business on autopilot

Digital Business Transformation

Alistair Wilson

Alistair Wilson How to build a system that generates new business on autopilot

How to build a system that generates new business on

autopilot

Alistair Wilson How to build a system that generates new business on autopilot

SESSION AIM

Learn how to build a powerful system that builds your business whilst you sleep.

Know why you need a system, not a website

Know what tools you need within your system

Alistair Wilson How to build a system that generates new business on autopilot

SESSION AIM

Build one of these that produces qualified leads.

Alistair Wilson How to build a system that generates new business on autopilot

SESSION AIM

Convert Leads to

Customers

Attract The Right Audience

Nurture Audience to

Leads

Alistair Wilson How to build a system that generates new business on autopilot

Know your numbers

Alistair Wilson How to build a system that generates new business on autopilot

KNOW YOUR NUMBERS

I want 10 new clients

Alistair Wilson How to build a system that generates new business on autopilot

5 Enquiries = 1 Client

(20% Enquiry > Sales Conversion)

Generous?

KNOW YOUR NUMBERS

Alistair Wilson How to build a system that generates new business on autopilot

Customer Lifetime Value (CLV)

KNOW YOUR NUMBERS

Average Transaction

Value

Average Number of

Transactions×

Alistair Wilson How to build a system that generates new business on autopilot

Customer Acquisition Cost (CAC)

KNOW YOUR NUMBERS

What you pay to acquire that client.

Alistair Wilson How to build a system that generates new business on autopilot

Before:

1.0 With a Website

Alistair Wilson How to build a system that generates new business on autopilot

1.0 WITH A WEBSITE

WEBSITE

Stranger

Enquiry

Alistair Wilson How to build a system that generates new business on autopilot

<1%1.0 WITH A WEBSITE

Alistair Wilson How to build a system that generates new business on autopilot

$92

1.0 WITH A WEBSITE

Acquiring visitors

$1 Converting visitors

Alistair Wilson How to build a system that generates new business on autopilot

5,000∴

visitors / month

1.0 WITH A WEBSITE

[ 5000 > 50 > 10 ]

Alistair Wilson How to build a system that generates new business on autopilot

Stranger Client

1.0 WITH A WEBSITE

Alistair Wilson How to build a system that generates new business on autopilot

After:

2.0 With a System

Alistair Wilson How to build a system that generates new business on autopilot

FUNNEL

2.0 WITH A SYSTEM

Stranger

Enquiry

Alistair Wilson How to build a system that generates new business on autopilot

2.0 WITH A SYSTEM

Alistair Wilson How to build a system that generates new business on autopilot

>10%2.0 WITH A SYSTEM

Alistair Wilson How to build a system that generates new business on autopilot

∴visitors / month

500

2.0 WITH A SYSTEM

[ 500 > 100 > 50 > 10 ]

Alistair Wilson How to build a system that generates new business on autopilot

∴visitors / month

500

2.0 WITH A SYSTEM

[ 500 > 100 > 50 > 10 ]

Alistair Wilson How to build a system that generates new business on autopilot

Stranger

Client

2.0 WITH A SYSTEM

Alistair Wilson How to build a system that generates new business on autopilot

Buyer’s Journey

Alistair Wilson How to build a system that generates new business on autopilot

3BUYER STAGES

BUYER’S JOURNEY

Alistair Wilson How to build a system that generates new business on autopilot

AWARENESS

CONSIDERATION

DECISION

BUYER’S JOURNEY

Alistair Wilson How to build a system that generates new business on autopilot

BUYER’S JOURNEY

Has a problem Chooses a solutionUnderstands the problem

Alistair Wilson How to build a system that generates new business on autopilot

BUYER’S JOURNEY

“My feet always hurt after running”

Alistair Wilson How to build a system that generates new business on autopilot

BUYER’S JOURNEY

“What is it?”<700 words

Alistair Wilson How to build a system that generates new business on autopilot

BUYER’S JOURNEY

“I need a way to lose some weight to make

running pain free”

Alistair Wilson How to build a system that generates new business on autopilot

BUYER’S JOURNEY

Alistair Wilson How to build a system that generates new business on autopilot

Stranger

Client?

BUYER’S JOURNEY

Alistair Wilson How to build a system that generates new business on autopilot

IMPORTANT!!

Who am I?

BUYER’S JOURNEY

Alistair Wilson How to build a system that generates new business on autopilot

Target Customer

Alistair Wilson How to build a system that generates new business on autopilot

= Niche+ Unique story

Same goal (10kg)

TARGET CUSTOMER

Alistair Wilson How to build a system that generates new business on autopilot

Target Customer

Unclear Clear

“________ women between _____ that _______ more than _____ per _______”

“Women in 40s”Business

40-50travel

twice month

TARGET CUSTOMER

Alistair Wilson How to build a system that generates new business on autopilot

Exercise: Buyer Persona

STORY

PROBLEMS

CONSEQUENCES

GRANDAD GRAHAMAge: 50-60 / Career: Professional Services Activity: Weekend Warrior

GOALS

FEARS

NEEDS

TARGET CUSTOMER

Alistair Wilson How to build a system that generates new business on autopilot

Exercise: Customer Interview

HOW DOES GRANDAD GRAHAM DESCRIBE

WHAT I HAVE HELPED HIM OVERCOME?

TARGET CUSTOMER

Alistair Wilson How to build a system that generates new business on autopilot

Next, the main thing!

How do we attract and convert more grandad grahams

TARGET CUSTOMER

Alistair Wilson How to build a system that generates new business on autopilot

The Funnel

Alistair Wilson How to build a system that generates new business on autopilot

THE FUNNEL

Stages in the system

TOP

BOTTOM

MIDDLE

HELP

SELL

NURTURE

Alistair Wilson How to build a system that generates new business on autopilot

AUTOMATION

Nurture

ADVERTISING

Pursue around galaxy

LANDING PAGES

Convert

WEBSITE/BLOG

Attract & Engage

ANALYTICS

Know what works

THE FUNNEL

Cogs in the system

SOCIAL & OUTPOSTS

Get Found

SALES SYSTEM

Close

Alistair Wilson How to build a system that generates new business on autopilot

THE FUNNEL

Incremental Value in the system

Facebook Follower

New Client

VALUE

>>>>> TIME IN FUNNEL >>>>

Alistair Wilson How to build a system that generates new business on autopilot

THE FUNNEL

Let’s Design It [WHITEBOARD]

Alistair Wilson How to build a system that generates new business on autopilot

Choose Your Weapons

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

In your toolkit

AUTOMATION ADVERTISINGLANDING PAGESWEBSITE/BLOG ANALYTICS

Links to Tools

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

Main Website/Blog Options

DO NOT USE

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

Main Website/Blog Options

Power Flexibility Plays Nice

Simplicity Ease Cost

Security

Cost Complexity

Maintenance Easily Broken

Limitations Plays Nice

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

Main Website/Blog Options

OR

+Blog Website

blog.yourwebsite.com www.yourwebsite.com

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

Analytics

+What Why

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

The Most Important Thing

CONTENT

Alistair Wilson How to build a system that generates new business on autopilot

CHOOSE YOUR WEAPONS

Quick Content Strategy

1. Define persona 2. FAQs = Articles 3. Cornerstone x 2 4. Premium Piece x 1

Alistair Wilson How to build a system that generates new business on autopilot

Clarity is Powerful

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL

Heavily Contested

Lightly Contested

Alistair Wilson Digital Business Transformation

67,400,000

Short Long

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL

Alistair Wilson Digital Business Transformation

67,400,000

Short Long

479,000

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL

Alistair Wilson Digital Business Transformation

67,400,000

Short Long

479,000 379,000

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL

Alistair Wilson Digital Business Transformation

67,400,000

Short Long

479,000 124,000479,000

CLARITY IS POWERFUL

Longtail Keywords

Alistair Wilson Digital Business Transformation

67,400,000 ÷ 124,000 =

543 times more competition

CLARITY IS POWERFUL

Longtail Keywords

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Content you produce

80/20

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Content you produce

Got 10 articles

attracting 1000

visitors / month?

They’re probably

reading __ of your articles

80/20 2

Alistair Wilson Digital Business Transformation

CLARITY IS POWERFUL

What you measure

Customer Acquisition

Cost

Customer Lifetime

Value

Blog Article >

Lead

Lead >

Qualified Lead

Qualified Lead >

Enquiry

Enquiry >

Client

Value Per Subscriber / Follower etc

TOFU Channels:

Twitter Facebook Google Organic

Google Ads Facebook Ads

> Blog Article

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Channels you focus on

Focussed Not Focussed

A B A BC DE F

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Channels you focus on

Working?

Not working?

(Remember CAC)

Alistair Wilson How to build a system that generates new business on autopilot

CLARITY IS POWERFUL

Channels you focus on

Do more

Do less

Alistair Wilson How to build a system that generates new business on autopilot

THANKS

I am passionate about helping tiny service-based businesses unlock growth through digital, reach out if you need help.

www.alistairwilson.uk @alistairswilson

Alistair Wilson How to build a system that generates new business on autopilot

A LITTLE EXTRA

2 x Digital Business Reviews

www.alistairwilson.uk/mnu

Alistair Wilson How to build a system that generates new business on autopilot

TOOL LINKS

WORDPRESS TOOLS

X - Best Wordpress Theme on Themeforest

Godaddy - Domain Purchasing & Management

Siteground - Wordpress Hosting

OTHER TOOLS

HotJar Analytics - Get Free Account

Instapage - Easiest Landing Pages

Drip - Marketing Automation

Autopilot - Marketing Automation

Disclosure: Some of these links are affiliate links, but I only ever recommend tools I use and love.