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

email

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.