zero-to-one - building a marketing plan for your small business
TRANSCRIPT
Zero-to-OneBuilding a Full Marketing Plan for Your Small Business
Tyler Brooks // Founder @ [email protected]
In small business, leads matter.
Lead Generation > Marketing Plan
How do we get leads?
Digital Lead Generation
Digital Lead Generation is a ton of work. There’s no silver bullet.
Who is this talk is for?● Businesses that rely on fresh sales leads● Larger ticket items ($100+ Customer Lifetime Value)● Medical, Personal, and Professional Services● Businesses that have a little bit of money ($300/mo) to invest in marketing
Who is this talk not for?● E-commerce Businesses● Retail and Restaurants● Business with no marketing budget
Part 1: Understanding the Funnel
} Onsite
} Offsite
Let’s start here.
The best marketing strategies won’t work if people don’t convert.
Don’t build pages like these
Do build pages like these.
High-converting websites answer three main questions.
What do you do?Why should I care?How do I buy?
Now let’s go to consideration.
Establish credibility with three questions.
Do you solve my problem?Do I trust you?Do others trust you?
Am I interested in your offer?
How do I know you exist?
Gain Awareness and Interest with three questions.
Are you where I’m spending time?Do you capture my attention?Are you providing me value?
Part 2: Building Sales Funnels
Step 1: AwarenessWhere are your customers?
When done right, almost any business can get value from these platforms
● Target people in a demographic
● Find people who may never be searching for your product
● Create custom audiences based on your needs
Google Search
● Target people based on intent
● Give them exactly what they want in that moment
● More direct competition
Step 2: EngagementTools to carry your message
Google AdWords
Facebook Ads
Google Analytics
MailChimp
Wordpress/Landing Page
The Starter Kit:
Landing PageA page designed to drive action
Example Landing Pages
Step 3: MeasureAre you making money?
Setup Conversion Tracking!
Macro
● Make a purchase● Visit a store/location● Sign up to volunteer● Download a coupon● Make a donation● Make a phone call
Micro
● Sign up for an email list● Engage on social media● Download a whitepaper
Ultimately, you need to know how much acquiring each new
customer costs.
Customer LTV > CAC
Step 4: ExperimentMake what is good, better.
Copywriting
Photos/Icons/Video
Landing Page Design
Ad Content
Call to Action
Value Proposition
Step 5: ProfitDouble down on what’s working.
Funnels Become Waterslides
When you find a working combination, spend more money with it. But don’t stop testing other combinations.
Case Study - Mixcademy
At Analytive, we believe in funnels so much, we will structure our own deals around it.
This means we make money as you make money.
Part 3: Expanding Channels
Types of Channels
● PPC● SEO● Print Ads/Billboards● Social Media● Email
PPC - Pay Per Click Ads
● Target people in a demographic
● Find people who may never be searching for your product
● Create custom audiences based on your needs
Google Search
● Target people based on intent
● Give them exactly what they want in that moment
● More direct competition
SEO - Search Engine Optimization
SEO Factors
● Other Factors○ Site Speed○ SSL○ Mobile Optimized○ CTR○ User Engagement
● Major Factors○ Keywords○ Links
Print Ads
Print Ads
● Use Coupons○ Provides incentive○ Provides call-to-action○ Provides tracking
● Call Tracking
Print ads must be held to the same performance standards as digital.
Social Media
Most small businesses will never get a good return on the time investment they put on social media.
The deck is stacked against you.
10%Conversion Rate
At $100 per conversion:Email - $1,000Facebook - $150
Facebook doesn’t want youto succeed organically.
They want you to pay them to reach your own followers.
Social media will continue to have diminishing returns.
In other words, the original promise of social media to creating meaningful relationships with your customers is basically dead.*
*Except with
Email is still one of the most powerful marketing channels today.
● Benefits○ Direct Contact○ As long as you provide value, people will stay
around.○ You own the channel○ Higher engagement than social media○ Most people still use email
Part 4: Recap
Think in funnels
Build funnels before doing “marketing”
Experiment with new channels, but hold them to the same standard.
