Planningyour Marketing Funnel

Transcription

1 Planningyour Marketing Funnel John Daniels

2 Introductions

3 What are your marketing challenges? What do you want from today?

4 Marketing in a "big bowl of 55% of Visitors Read Your Articles wrong"... Are Conversion Tracking Errors For 15 Seconds or Less Manipulating Your Sales Numbers? LinkedIn HashTags Are Active Again. Will Get Social in September! You Be Using Hashtags? Is your PPC account bleeding? 6 On-Page techniques to A must read if you have Adwords Is your PPC account bleeding? avoid content cannibalization as your main source of traffic. Discover the top 5 lessons at The Digital Garage 19 Headline Writing Tips for Viral Blog Posts Discovering Content Marketing Trends Using Big Data Creating a landing page for your marketing campaign that will get you more customers! Are you using Social Selling to So we have 45 more grow sales? characters in AdWords text You re just a few steps away ads Now what? from post-conversion nirvana 25 Digital Marketing News Sources You NEED to Be Reading... Importance of SEO in Digital Marketing

5 Google Searches per Year

6 20% of those searches are unique they have never happened before

7 Number of Daily Active Facebook Users

8 Keyword Planner

9 Facebook Audience

10 Analytics Goal Conversion

11 Facebook Post Reach

12 LinkedIn

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14 Google Display Network Audience

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18 Customer Segments Segment Description 4. Crowd People the have the problem but are not yet looking 3. Solution People looking for a solution to the problem your product solves 2. Product People looking for your product 1 1. Brand People looking for you by name

19 Channels Google Direct Facebook Google Adwords SEO Facebook Ads Twitter Pinterest Direct Traffic Youtube Cold Calling Mailshots Advertising Billboards

20 Entry Points Website forms Social media comments and messages Landing pages Inbound phone calls Website purchases Referrals

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22 Sales Process How many leads did you get? Subscibers Where did they come from? How many were usable? How many got an appointment? Enquiries How many got sent a quote/proposal Customers How many deals did you close? How many referrals did you get?

23 Business Products Price Margin Frequency Lifetime customer value What % can you spend on customer acquisition? How much can you buy a customer for?

24 Example Calculations: Wedding Photography Purchase price: 1000 Margin : 80% (sales less cost of sales like transport and consumables) Referral rate: 1 in 4 clients refer a client Repurchase Rate: 0 (we hope) LTV= 1000x 0.8 x 1.25 : 1000 Target % spend on customer acquisition: 20% How much can I buy a customer for? 200

25 Example: Business Hotel Traveller Room Night: 100 Margin : 10% (sales less cost of sales like transport and consumables) Referral rate: 1 in 5 clients refer a client Repurchase Rate: 3 nights per stay, 4 times a year for 5 years LTV= 100x 3 x 4 x 5x 1.2 : 7200 Target % spend on customer acquisition: 20% How much can I buy a customer for? 1440

26 Goals Customers Turnover Profit

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28 Customer Segments Channels Entry Points Sales Process Business Goals

29 Keyword Planner

30 Facebook Audience

31 Facebook Post Reach

32 LinkedIn

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39 Design Your Funnel

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46 Thank you! Questions?

47 Let s Stay in Touch! John@mavaric.com