Published on March 12, 2014
Lifecycle Marketing Planner Automation Gurus Super powers for small businesses
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Welcome Hello fellow business owner. They say the first step is admitting you have a problem. Congrats on taking definitive steps to put the chaos, waste and complexity of your business in check via process automation. Having built four separate companies I’ve grappled with these challenges first-hand and I know maddening they can be. I want to reaffirm that you’re on a wise path to resolving these challenges and achieving an unthinkable level of freedom, control and profitability in your business. You’re embarking on the journey of process automation (which is no trivial undertaking). It will take a concerted effort from you, extra hours when you could be doing other more enjoyable things and real while we hash through this stuff. But I promise you if you put the effort in, you will come out on the other side in an insanely powerful and defensible position in your business with peace of mind knowing you have fountains of recurring traffic, leads and passive income with the ability to level up above your competition to go places they simply cannot. We’re honored to have the opportunity to be your guru in this undertaking. Our commitment is to help you through the muck, to dramatically shorten your learning curve and (with your permission) to help you implement a powerful automation framework that will take you and your business to the next level of profitability and freedom. I’m excited for you in the same way you probably at one point have been excited having seen an incredible movie your friend hasn’t. I won’t spoil the plot but your mind is about to be blown ;-) I encourage you to commit now as if this were a 30-day diet program that you have told all your friends that you are undertaking. Firmly embed the resolve now that you are 100% committed to automating the pillars of your business. As Chappy said in one of my favorite movies growing up, “you’ve got to convince yourself that you’re an Iron Eagle.” When you’re at last sleeping soundly in your “automation fortress” that you’ve constructed you will thank me. So with all that said… Let’s freakin’ do this! We SMALL businesses
Contents Lifecycle Marketing 4 8 10 12 14 16 18 1 2 3 4 5 6 Attract Interest Capture Leads Nurture Prospects Convert Sales Deliver & Satisfy Upsell Customers 7 Get Referrals 20 OpportunityAnalyzer Key Actions MapYour Lifecycle Notes 22 23 24 26
Lifecycle Marketing How are you doing in each of the seven phases of the customer lifecycle? 4 Lifecycle Marketing Planner IMPORTANTMETRICSTOWATCH
5 Automation Gurus Super powers for small businesses
Target Customer Deﬁnition Describe your target customer characteristics. What are the pains, problems and challenges you help them overcome? What are the key benefits they seek? Why should they buy from you (and not your competitor)? 6 Lifecycle Marketing Planner
What are their most common objections to doing business with you? Who is not your target customer? 7 Automation Gurus Super powers for small businesses
Attract Interest Attract interest in yourbusiness with powerful lead generation magnets. What magnets are you using to attract traffic now? Key actions in the next 30 days: Which magnets are working? 8 Lifecycle Marketing Planner
The Topic Brainstormer What are some common mistakes that you help people avoid? · 3 Mistakes Most People Make When [Buying Their First Home, Cleaning Their Pool] · Do You Make These 3 Mistakes In [Raising Your Children]? · 3 Common [Investing] Mistakes You Don’t Know You’re Making What are the underlying goals your customers have? · 3 Tips for Successfully [Publishing] Your [First Book] · 3 Things You Absolutely Need to Know About [Lawn Care] · 3 Proven Techniques To [Increase Your Energy] · 3 New Tricks To [Get On The First Page of Google] · 3 Keys To Fixing Your [Scorpion] Problem What are the frustrations people have when they buy from your competitors? · 3 Questions To Ask Your [Pool Repair Guy] Before You Hire Him · 3 Mistakes That Rookie [Lawyers] Make When [Writing Wills] · 3 Things To Consider When [Choosing Your Pest Control Company] · The 3 Biggest Problems With [Public Schools] What are your customers curious about or trying to learn? · 3 Questions I Always Get Asked About [Investing] · 3 Things They Should Have Taught In [College] about [Investing] · 3 Tips for Dealing With [Bratty Kids, Nosy Neighbors] New magnet ideas (product) New magnet ideas (educational) OpportunityAnalyzer How many more visitors could you attract with the right magnets? Value of these lost leads: $ 9 Automation Gurus Super powers for small businesses
CaptureLeads Capturethe names and contact information of yourvisitors so you can follow up and nurturethem. How many visitors are you attracting each month? Website: Key actions in the next 30 days: Walk-ins: Telephone: Networking: Tradeshow: Other: Where are your lead capture gaps? 10 Lifecycle Marketing Planner
How can you capture information from prospects who aren’t ready to buy today? Notes OpportunityAnalyzer Number of visitors we should be capturing each month but aren’t. Value of these lost leads: $ 11 Automation Gurus Super powers for small businesses
NurtureProspects Create a consistent, valuable nurturecampaign with automated, personalized follow-up messages. How do you follow up with prospects? • Number of touches Key actions in the next 30 days: • Method(s) • Length of time What is your follow-up goal? How do you identify hot leads? What happens to everyone else? 12 Lifecycle Marketing Planner
Notes OpportunityAnalyzer Number of prospects we “drop” each month because they aren’t ready to buy “today”. Value of lost prospects: $ 13 Automation Gurus Super powers for small businesses
ConvertSales Turn prospects into customers by following up with strong offers and overcoming objections. How do you know when a prospect is “hot”? Key actions in the next 30 days: How many times do you follow up with interested prospects? What are the key objections you need to overcome? What offers work to convert sales? 14 Lifecycle Marketing Planner
Notes OpportunityAnalyzer How many more prospects might have bought with the right follow-up and offer? Value of lost sales: $ 15 Automation Gurus Super powers for small businesses
Deliver & Satisfy Deliver on what was promised. Then go above and beyond to really WOW yourcustomers. What do you do to WOW your new customers? Key actions in the next 30 days: What do new customers need? What issues create unhappy customers? How do you respond? 16 Lifecycle Marketing Planner
Exercise: Brainstorm creative things you could do for $5 or less to WOW new customers: Notes OpportunityAnalyzer How many customers decide to stop doing business with you each month because you failed to WOW them? Value of lost customers: $ 17 Automation Gurus Super powers for small businesses
Upsell Customers Develop a long-term upsell strategy to help grow the value of each customer over time. What percentage of your customers buy more than once? Key actions in the next 30 days: How much does an average customer spend? What do you do to encourage existing customers to buy more from you? 18 Lifecycle Marketing Planner
Notes OpportunityAnalyzer Number of past customers who should be buying again this month, but who are not because of poor follow-up. Value of lost repeat customers: $ 19 Automation Gurus Super powers for small businesses
Get Referrals Encourage referrals with a great customer and partner referral program. What percentage of your business comes from referrals? Key actions in the next 30 days: What do you do to systematically ask for referrals? Why do they send you referrals? How do you reward customers who refer? 20 Lifecycle Marketing Planner
Notes OpportunityAnalyzer Number of lost referrals each month. Value of lost referrals: $ 21 Automation Gurus Super powers for small businesses
OpportunityAnalyzer Write the total value that exists in each phase of yourlifecycle: Monthly Value Annual Value (x12) Capture Leads $ $ Convert Sales $ $ Upsell Customers $ $ Total: $ $ 22 Lifecycle Marketing Planner Get Referrals $ $ Deliver & Satisfy $ $ Nurture Prospects $ $ Attract Interest $ $
Key Actions Key actions in the next 7 days: Key actions in the next 30 days: Key actions in the next 60 days: 23 Automation Gurus Super powers for small businesses
Map Your Lifecycle 24 Lifecycle Marketing Planner
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Notes 26 Lifecycle Marketing Planner
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Have you attended the companion webinar yet? This strategy planner is inﬁnitely more valuable once you’ve been through the accompanying free training webinar on automationgurus.com. 1.480.221.5500 | firstname.lastname@example.org Automation Gurus Super powers for small businesses
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