Customer acquisition strategy for 2017

1. CUSTOMER
ACQUISITION
STRATEGY
FOR
2017

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. THE TRADITIONAL FUNNEL
WILL NOT WORK
ANYMORE

15. THIS IS
WHAT IT
WILL
LOOK LIKESidewalk
Content
Slow Lane
Fast Lane
$

16. WHAT IS FACEBOOK RELEVANCY SCORE?
HIGHER CTR = HIGHER RS

17. HOW TO GET A HIGH RELEVANCY SCORE?
VALUE ADD
CONTENT
(NOT ADS)
GIVE DON”T ASK

18. WHERE TO FIND GREAT
CONTENT IDEAS!

19. YOUR CONTENT MUST
BE
RELEVANT
AND POSITION YOU AS
AN
AUTHORITY

20. 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

21. ENTER RETARGETING

24. Connec&o.io

25. LEAD MAGNETS:
A PIECE OF
VALUE THAT WE GIVE
IN EXCHANGE
FOR A SPECIFIC
ACTION.

26. IN OUR MARKETING
FUNNEL,
WE HAVE
3 DIFFERENT
LEAD MAGNETS.

27. 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.

28. Low obligation.
Low risk.
High reward (instant gratification).
Focused on the problem.

29. EXAMPLES OF
GREAT
SIDEWALK
LEAD MAGNETS

30. QUIZZES
_
Quizzes
are
one
of
the
highest-­‐conver&ng,
lowest-­‐cost,
and
most-­‐common
lead
magnets
for
the
Sidewalk.

33. GUIDES
_
A
guide
of
fewer
than
7
pages
can
quickly
and
effec&vely
show
someone
a
poten&al
transforma&on.

35. SWIPE
FILES_If
you
have
a
series
of
emails
that
is
really
good
at
accomplishing
a
specific
purpose,
swipe
files
work
extremely
well.

37. Giveaways
&
vouchers

38. Medium obligation.
Interested in knowledge.
Give more information on the process.
Show how is it done.

39. Mini-­‐Course_
Great
Slow
Lane
lead
magnets,
however,
be
careful
not
to
overwhelm
your
lead
with
too
much
content.
5
min
Videos
Max.

43. High obligation.
Interested in a solution.
Offer a solution and show outcome.

44. 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.

46. STRATEGY
CALL_Giving
your
&me
is
some&mes
the
ul&mate
giO.
It
is
the
extremely
in&mat

49. FACEBOOK LEADS ADS

50. article sidewalk
remarketing
Lead
magnet
email
FUNNEL 2.0

51. 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

52. 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

54. EMAIL
AUTORESPONDER

55. 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

56. • 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

57. WHAT IS A
LANDING
PAGE?

59. 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

60. WHAT THE
AVERAGE
CONVERSION
RATES?
3-10%

61. 20-40%
30-50%
40-60%

62. SO WHAT
MAKES A
WINNING
LANDING PAGE?

63. PROVIDING A CLEAR
VALUE PROPOSITION

64. SOCIAL PROOF

65. SOCIAL PROOF

66. SENSE OF URGENCY

67. CLEAR CALL TO ACTION

68. MOBILE RESPONSIVE

69. • 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

71. • Requiring a bit more obligation.
Maybe 30 second to consume.
• A bit more information is needed
including social proof

73. • 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.

74. WITHOUT
THE RIGHT OFFER TO
THE RIGHT
LANE
IT WON’T WORK
MINDSET
+OBLIGATION

75. HOW TO BUILD ALL THESE
LANDING PAGES?

76. 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

78. Price of product
Level of explanation required
Risk reward profile
How long it takes for users
to see the outcome

83. WHAT IS A TRIPWIRE?
turning a lead into a customer by making
them a low-cost, relatively painless offer

84. MATH WITHOUT TRIPWIRE
Product price $100
Total visitors 1,000
Conversion rate 1%
Sales 10
Revenue $1,000
Number of customers = 10

85. 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

86. • Sell any product
• Templates
• Fixed monthly fee
• Upsells
• Payment plans
• Subscriptions
• Cart abandonment
• Saved credit cards

88. 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

90. THIS IS
WHAT IT
WILL
LOOK LIKESidewalk
Content
Slow Lane
Fast Lane
$

91. THANK YOU.
GO TEST IT.