FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS

ETIENNE ALCOUFFE, SEARCH ENGINE SPECIALIST AT EFFILAB

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ETIENNE ALCOUFFE SEARCH ENGINE MARKETING SPECIALIST AT EFFILAB

FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS

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.

Outbound lead generation

Generate pipeline and leads predictably.

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.

Specialize your four core sales roles

Source: Predictable Revenue

“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

etienne@effilab.com07 87 59 40 03

Are you trying to grow your sales through advertising ?

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