AB Marketing Campaigns Overview
Reach your Target Market
Your
MARKETING
Campaigns An Overview AUTHORITY
BREAKTHROUGH
here are the basic steps we’re going to follow 1. select email marketing system if needed √ 2. 3. 4. 5.
√ set up landing page so people can sign up to get our lead magnet and follow-up emails set up “thank you page” for after people sign up √ set up welcome email to deliver lead magnet√ Set up download page where people can download the lead magnet once they’ve√ signed up
6. create and set up your marketing campaign to promote your lead magnet 2
Three Types of campaign Close Contact Campaigns ‣ Offering your point of view/lead magnet to your current contacts and second order connections
Direct Campaigns ‣ Offering your point of view/lead magnet directly to target clients - e.g. via Facebook/Linkedin ads, direct mail, social media outreach, cold email
Indirect Campaigns ‣ Sharing your point of view/lead magnet with target clients through others - e.g. guest articles/blogs/ podcasts, partner promotions, books
3
Try to do the three steps in order 1
Close Contact Campaigns
2
Direct Campaigns
‣ Sharing your ideas with people who already know, like and trust you (or people close to them) will enhance your authority with them and has the highest chance of turning into client work fast. However it doesn’t broaden your authority.
‣ Direct campaigns get your ideas into the hands of your ideal clients quickly to build your authority without needing approval from anyone or relying on the reach of others. They can usually also be scaled easily simply by pushing more money into them. It’s a great method of building an initial “tribe”.
3
Indirect Campaigns ‣ Indirect campaigns rely on others to share your ideas with their audiences so can take much longer, but can get you broader and more prestigious distribution. 4
Other criteria for choosing your campaigns Will this campaign/media reach a significant number of your target clients? (e.g. do enough of them use the media you’re planning to use) Will this approach make a big impact on them? Does this approach play to your communication strengths? Does this approach have inherent prestige? Does this approach take significant time or money?
5
Understanding client and subscriber lifetime value
Customer/client lifetime value = average profit earned from client over their lifetime
The value of a client is usually much more than the initial product or service they buy Increase lifetime value: ‣ Retain clients longer ‣ Get them to buy more products and services from you while they’re a client
Higher lifetime value (and being aware of what it is) = greater ability to invest in marketing to win clients ‣ If you can afford to invest more in marketing than your competitors because you
have a higher lifetime value, eventually you’ll win more clients than them
8
Over time, you’ll want to identify a Lifetime client value per marketing channel as clients from different sources may have different values
And you’ll want to understand the value of an email subscriber - so you’ll immediately know if you’re paying too much for your campaigns
Your
MARKETING
Campaigns An Overview AUTHORITY
BREAKTHROUGH
here are the basic steps we’re going to follow 1. select email marketing system if needed √ 2. 3. 4. 5.
√ set up landing page so people can sign up to get our lead magnet and follow-up emails set up “thank you page” for after people sign up √ set up welcome email to deliver lead magnet√ Set up download page where people can download the lead magnet once they’ve√ signed up
6. create and set up your marketing campaign to promote your lead magnet 2
Three Types of campaign Close Contact Campaigns ‣ Offering your point of view/lead magnet to your current contacts and second order connections
Direct Campaigns ‣ Offering your point of view/lead magnet directly to target clients - e.g. via Facebook/Linkedin ads, direct mail, social media outreach, cold email
Indirect Campaigns ‣ Sharing your point of view/lead magnet with target clients through others - e.g. guest articles/blogs/ podcasts, partner promotions, books
3
Try to do the three steps in order 1
Close Contact Campaigns
2
Direct Campaigns
‣ Sharing your ideas with people who already know, like and trust you (or people close to them) will enhance your authority with them and has the highest chance of turning into client work fast. However it doesn’t broaden your authority.
‣ Direct campaigns get your ideas into the hands of your ideal clients quickly to build your authority without needing approval from anyone or relying on the reach of others. They can usually also be scaled easily simply by pushing more money into them. It’s a great method of building an initial “tribe”.
3
Indirect Campaigns ‣ Indirect campaigns rely on others to share your ideas with their audiences so can take much longer, but can get you broader and more prestigious distribution. 4
Other criteria for choosing your campaigns Will this campaign/media reach a significant number of your target clients? (e.g. do enough of them use the media you’re planning to use) Will this approach make a big impact on them? Does this approach play to your communication strengths? Does this approach have inherent prestige? Does this approach take significant time or money?
5
Understanding client and subscriber lifetime value
Customer/client lifetime value = average profit earned from client over their lifetime
The value of a client is usually much more than the initial product or service they buy Increase lifetime value: ‣ Retain clients longer ‣ Get them to buy more products and services from you while they’re a client
Higher lifetime value (and being aware of what it is) = greater ability to invest in marketing to win clients ‣ If you can afford to invest more in marketing than your competitors because you
have a higher lifetime value, eventually you’ll win more clients than them
8
Over time, you’ll want to identify a Lifetime client value per marketing channel as clients from different sources may have different values
And you’ll want to understand the value of an email subscriber - so you’ll immediately know if you’re paying too much for your campaigns
