digital business transformation - mnu certification...premium piece x 1. alistair wilson ... digital...

Alistair Wilson How to build a system that generates new business on autopilot

Digital Business Transformation

Alistair Wilson


How to build a system that generates new business on

autopilot


SESSION AIM

Learn how to build a powerful system that builds your business whilst you sleep.

Know why you need a system, not a website

Know what tools you need within your system


SESSION AIM

Build one of these that produces qualified leads.


SESSION AIM

Convert Leads to

Customers

Attract The Right Audience

Nurture Audience to

Leads


Know your numbers


KNOW YOUR NUMBERS

I want 10 new clients


5 Enquiries = 1 Client

(20% Enquiry > Sales Conversion)

Generous?

KNOW YOUR NUMBERS


Customer Lifetime Value (CLV)

KNOW YOUR NUMBERS

Average Transaction

Value

Average Number of

Transactions×


Customer Acquisition Cost (CAC)

KNOW YOUR NUMBERS

What you pay to acquire that client.


Before:

1.0 With a Website


1.0 WITH A WEBSITE

WEBSITE

Stranger

Enquiry


<1%1.0 WITH A WEBSITE


$92

1.0 WITH A WEBSITE

Acquiring visitors

$1 Converting visitors


5,000∴

visitors / month

1.0 WITH A WEBSITE

[ 5000 > 50 > 10 ]


Stranger Client

1.0 WITH A WEBSITE


After:

2.0 With a System


FUNNEL

2.0 WITH A SYSTEM

Stranger

Enquiry


2.0 WITH A SYSTEM


>10%2.0 WITH A SYSTEM


∴visitors / month

500

2.0 WITH A SYSTEM

[ 500 > 100 > 50 > 10 ]


Stranger

Client

2.0 WITH A SYSTEM


Buyer’s Journey


3BUYER STAGES

BUYER’S JOURNEY


AWARENESS

CONSIDERATION

DECISION

BUYER’S JOURNEY


BUYER’S JOURNEY

Has a problem Chooses a solutionUnderstands the problem


BUYER’S JOURNEY

“My feet always hurt after running”


BUYER’S JOURNEY

“What is it?”<700 words


BUYER’S JOURNEY

“I need a way to lose some weight to make

running pain free”


BUYER’S JOURNEY


Stranger

Client?

BUYER’S JOURNEY


IMPORTANT!!

Who am I?

BUYER’S JOURNEY


Target Customer


= Niche+ Unique story

Same goal (10kg)

TARGET CUSTOMER


Target Customer

Unclear Clear

“________ women between _____ that _______ more than _____ per _______”

“Women in 40s”Business

40-50travel

twice month

TARGET CUSTOMER


Exercise: Buyer Persona

STORY

PROBLEMS

CONSEQUENCES

GRANDAD GRAHAMAge: 50-60 / Career: Professional Services Activity: Weekend Warrior

GOALS

FEARS

NEEDS

TARGET CUSTOMER


Exercise: Customer Interview

HOW DOES GRANDAD GRAHAM DESCRIBE

WHAT I HAVE HELPED HIM OVERCOME?

TARGET CUSTOMER


Next, the main thing!

How do we attract and convert more grandad grahams

TARGET CUSTOMER


The Funnel


THE FUNNEL

Stages in the system

TOP

BOTTOM

MIDDLE

HELP

SELL

NURTURE


AUTOMATION

Nurture

ADVERTISING

Pursue around galaxy

LANDING PAGES

Convert

WEBSITE/BLOG

Attract & Engage

ANALYTICS

Know what works

THE FUNNEL

Cogs in the system

SOCIAL & OUTPOSTS

Get Found

SALES SYSTEM

Close


THE FUNNEL

Incremental Value in the system

Facebook Follower

New Client

VALUE

>>>>> TIME IN FUNNEL >>>>


THE FUNNEL

Let’s Design It [WHITEBOARD]


Choose Your Weapons


CHOOSE YOUR WEAPONS

In your toolkit

AUTOMATION ADVERTISINGLANDING PAGESWEBSITE/BLOG ANALYTICS

Links to Tools


CHOOSE YOUR WEAPONS

Main Website/Blog Options

DO NOT USE


CHOOSE YOUR WEAPONS


Power Flexibility Plays Nice

Simplicity Ease Cost

Security

Cost Complexity

Maintenance Easily Broken

Limitations Plays Nice


CHOOSE YOUR WEAPONS


OR

+Blog Website

blog.yourwebsite.com www.yourwebsite.com


CHOOSE YOUR WEAPONS

Analytics

+What Why


CHOOSE YOUR WEAPONS

The Most Important Thing

CONTENT


CHOOSE YOUR WEAPONS

Quick Content Strategy

1. Define persona 2. FAQs = Articles 3. Cornerstone x 2 4. Premium Piece x 1


Clarity is Powerful


CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL

Heavily Contested

Lightly Contested

Alistair Wilson Digital Business Transformation

67,400,000

Short Long

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL


67,400,000

Short Long

479,000

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL


67,400,000

Short Long

479,000 379,000

CLARITY IS POWERFUL

Longtail Keywords

CLARITY IS POWERFUL


67,400,000

Short Long

479,000 124,000479,000

CLARITY IS POWERFUL

Longtail Keywords


67,400,000 ÷ 124,000 =

543 times more competition

CLARITY IS POWERFUL

Longtail Keywords


CLARITY IS POWERFUL

Content you produce

80/20


CLARITY IS POWERFUL

Content you produce

Got 10 articles

attracting 1000

visitors / month?

They’re probably

reading __ of your articles

80/20 2


CLARITY IS POWERFUL

What you measure

Customer Acquisition

Cost

Customer Lifetime

Value

Blog Article >

Lead

Lead >

Qualified Lead

Qualified Lead >

Enquiry

Enquiry >

Client

Value Per Subscriber / Follower etc

TOFU Channels:

Twitter Facebook Google Organic

Google Ads Facebook Ads

> Blog Article


CLARITY IS POWERFUL

Channels you focus on

Focussed Not Focussed

A B A BC DE F


CLARITY IS POWERFUL


Working?

Not working?

(Remember CAC)


CLARITY IS POWERFUL


Do more

Do less


THANKS

I am passionate about helping tiny service-based businesses unlock growth through digital, reach out if you need help.

www.alistairwilson.uk @alistairswilson


A LITTLE EXTRA

2 x Digital Business Reviews

www.alistairwilson.uk/mnu


TOOL LINKS

WORDPRESS TOOLS

X - Best Wordpress Theme on Themeforest

Godaddy - Domain Purchasing & Management

Siteground - Wordpress Hosting

OTHER TOOLS

HotJar Analytics - Get Free Account

Instapage - Easiest Landing Pages

Drip - Marketing Automation

Autopilot - Marketing Automation

Disclosure: Some of these links are affiliate links, but I only ever recommend tools I use and love.

https://themeforest.net/item/x-the-theme/5871901?ref=alistairswilson



http://www.godaddy.com



https://www.siteground.com/go/mnu

https://www.hotjar.com/r/r2eed

http://instapg.es/ddjNf

http://mbsy.co/gJVDC

http://autopilothq.com

digital business transformation - mnu certification...premium piece x 1. alistair wilson ... digital...

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