Customer acquisition strategy for 2017
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Transcript of Customer acquisition strategy for 2017
CUSTOMER ACQUISITION
STRATEGY FOR
2017
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
THE TRADITIONAL FUNNEL
WILL NOT WORK ANYMORE
THIS IS WHAT IT
WILL LOOK LIKESidewalk
Content
Slow Lane
Fast Lane
$
WHAT IS FACEBOOK RELEVANCY SCORE?
HIGHER CTR = HIGHER RS
HOW TO GET A HIGH RELEVANCY SCORE?
VALUE ADD CONTENT (NOT ADS)
GIVE DON”T ASK
WHERE TO FIND GREAT CONTENT IDEAS!
YOUR CONTENT MUST BE
RELEVANT AND POSITION YOU AS
ANAUTHORITY
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
ENTER RETARGETING
Connec&o.io
LEAD MAGNETS: A PIECE OF
VALUE THAT WE GIVE
IN EXCHANGE FOR A SPECIFIC
ACTION.
IN OUR MARKETING FUNNEL, WE HAVE
3 DIFFERENT LEAD MAGNETS.
LEAD MAGNETSMUST BE ALIGNED ON THE
AMOUNT OF OBLIGATION &
ATTENTION EACH USER IS WILLING TO GIVE
DEPENDING ON WHERE THEY ARE IN
THE FUNNEL.
Low obligation.Low risk.High reward (instant gratification).Focused on the problem.
EXAMPLES OF
GREAT SIDEWALK LEAD MAGNETS
QUIZZES _ Quizzes are one of the highest-‐conver&ng, lowest-‐cost, and most-‐common lead magnets for
the Sidewalk.
GUIDES _ A guide of fewer than 7 pages can quickly and
effec&vely show someone a poten&al transforma&on.
SWIPE FILES_If you have a series of emails that is really good at accomplishing a specific purpose, swipe files work extremely well.
Giveaways & vouchers
Medium obligation.
Interested in knowledge.
Give more information on the process.
Show how is it done.
Mini-‐Course_ Great Slow Lane lead magnets, however, be careful not to overwhelm your lead with too much content. 5 min Videos Max.
High obligation.
Interested in a solution.
Offer a solution and show outcome.
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.
STRATEGY CALL_Giving your &me is some&mes the ul&mate giO. It is the extremely in&mat
FACEBOOK LEADS ADS
article sidewalk
remarketing
Lead magnet
FUNNEL 2.0
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
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
EMAIL AUTORESPONDER
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
• 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
WHAT IS A
LANDING PAGE?
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
WHAT THE AVERAGE CONVERSION RATES?
3-10%
20-40%
30-50%
40-60%
SO WHAT
MAKES A WINNING
LANDING PAGE?
PROVIDING A CLEAR VALUE PROPOSITION
SOCIAL PROOF
SOCIAL PROOF
SENSE OF URGENCY
CLEAR CALL TO ACTION
MOBILE RESPONSIVE
• 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
• Requiring a bit more obligation. Maybe 30 second to consume.
• A bit more information is needed including social proof
• 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.
WITHOUT THE RIGHT OFFER TO
THE RIGHT LANE
IT WON’T WORKMINDSET
+OBLIGATION
HOW TO BUILD ALL THESE LANDING PAGES?
OUR MARKETING FUNNELS ARE MEANT TO TURN
TRAFFIC à LEADS à PAYING CUSTOMERS $
Start at the sale and move backwardsMust be one to many environment
Price of product
Level of explanation required
Risk reward profile
How long it takes for users to see the outcome
WHAT IS A TRIPWIRE?turning a lead into a customer by making them a low-cost, relatively painless offer
MATH WITHOUT TRIPWIRE
Product price $100Total visitors 1,000Conversion rate 1%Sales 10Revenue $1,000Number of customers = 10
MATH WITH TRIPWIREProduct price $5Total visitors 1,000Conversion rate 5%Tripwire Sales = 50Tripwire Revenue = $200Core offer Price =$100Core offer Conversion rate 30%Core offer Sales 15Core Offer Revenue $1,500
Total Revenue = $1,700Total Number of customers = 50
• Sell any product• Templates• Fixed monthly fee• Upsells• Payment plans• Subscriptions• Cart abandonment• Saved credit cards
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
THIS IS WHAT IT
WILL LOOK LIKESidewalk
Content
Slow Lane
Fast Lane
$
THANK YOU.
GO TEST IT.