from e-mails to paid advertising, how to acquire your first clients!
TRANSCRIPT
FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS
ETIENNE ALCOUFFE, SEARCH ENGINE SPECIALIST AT EFFILAB
#TFWORKSHOP
ETIENNE ALCOUFFE SEARCH ENGINE MARKETING SPECIALIST AT EFFILAB
FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS
Your test market loves your product but how can you consistently grow your sales ?
Myth #1 : The product sells itselfMyth #2 : Viral growth is enough
Strong enterprise sales is critical to capturing market share when the product seems to be selling itself.
2016 2017 2018 2019
What are sales and client acquisition about ?
Create new value for customers especially if your product is innovative.
Create a process that is effective, repeatable and predictable.
How can you rapidly grow ?
InboundWord-of-mouth referrals, marketing
OutboundCold calling, Cold emailing
SalesAccount Executives and customer success managers
Lead Generation
How to think about Inbound ?
Inbound Strategies1) You want a lot of leads because you average conversion rate is much lower than referral leads.
a) Search, Social, Displayb) Emailing
Customersatisfaction
Content Emailing SEO / SEA
What tools can you use ?
→ SEO & Content→ SEA (Adw,Bing)→ Social (FB, Tw)
→ Newsletters → Autoresponders → OnboardingSource: Hubspot
Why Search ?We want to find answers to our questions and make our lives better. Reach people who have decided to buy and those who are undecided.
How to optimize your search rankings ?
Myth #1 : SEO is free Myth #2 : SEO is quick
Consistently create great content and build relationship with other websites to grow your traffic.
Expect the first results to appear after 3-6 months.
PPC as a lead generation engine
PPC can be a very effective lead generation tool for your business.
It generally takes up to 3 month to be able to assess the performance of a PPC strategy.
PPC might not be suitable for you if you sell more complex products and services.
Email marketing and lead nurturing
Truth #1 : Nurture leads
Email marketing can help you build trust with your audience. You can also promote your products and services.
Send one email per week with some of your great content !
Support your growth with Social Media
Support blog readership growth and build relationships with your audience.
Conversion rates are typically lower but social media can significantly increase your reach.
First Step: How to structure your team ?
PatriciaPatricia is responsible for
lead generation.
Paul MorganePaul is responsible for
customer satisfaction. He is the one who makes sure
our customers love our product or service.
Morgane is an account executive, she meets with
the qualified leads generated by Patricia and
closes deals.
MickaelMickael is another account
executive, he is more experienced with retail
customers.
“There’s always a smaller number of best buyers”
Who are your best customers ?
What industries can you help ?
Who do you need to speak with ?
1)Revenue potential
2)Fit with your product / service
How to build your database ?
1)Can you purchase a database ?
2)Can you outsource lists building ?
Try different services and lists to determine the best ones in terms of response rates and conversion rates.
Prospecting with outbound email campaigns
Get in front of new prospects with cold emails and follow up with phone calls.
#1 Truth: volume matters#2 Truth: target decision makers#3 Truth: segment your lists
Milestones
January 2016Inbound: PPC Outbound: Emailing, Cold Calling
March 2016Inbound: CRM, Emailing, PPC Outbound: Emailing, Cold Calling
June 2016Inbound: SEO, PPC, Emailing, WebinarOutbound: Emailing, Cold Calling
July 2016Inbound: Social, SEO, PPC, Video, ReferralsOutbound: Emailing, Cold Calling
October 2016Inbound: Events, SEO, etc.Outbound : Emailing
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Main marketing objectives and KPI’s
Objectives Key performance indicators Weight within your strategy
AwarenessBuild awareness among your target audience
Cost per visit
Cost per view10% to 20 %
Convert usersBe visible to users looking for your products / services
Conversion rate
Return on investment50% to 60%
Build loyaltyGrow your accounts / Generate referrals
Return on investment
Average revenue per client
Repurchase rate
10% to 20%
07 78 87 37 37 07 87 59 40 03
Etienne AlcouffeExpert SEM/SMO
[email protected] 87 59 40 03
Are you trying to grow your sales through advertising ?