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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
AN
AUTHORITY
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 MAGNETS
MUST 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 WORK
MINDSET
+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 backwards
Must 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 $100
Total visitors 1,000
Conversion rate 1%
Sales 10
Revenue $1,000
Number of customers = 10
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
•  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.

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Customer acquisition strategy for 2017