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From e-mails to paid advertising, how to acquire your first clients!

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Building an amazing product is key but finding the first people that will actually buy and use it is a real fight! Having a great product or service is sometimes not enough for clients to somehow magically appear.

Keep focusing on your product, and book a seat: during this 45 minutes workshop, Etienne Alcouffe will present:

- All the acquisition channels you can use,
- How you can combine the acquisition channels,
- What kind of team and structure you need to succeed

Paid advertising, inbound marketing, outbound marketing, etc. you’ll have all the tips you need to acquire efficiently your first clients.

Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek!

Veröffentlicht in: Kleinunternehmen & Unternehmertum
  • Great slides! I'd like add some great tools that work for us: 1- FollowUp.co (Paid) and ReplyUp.com (Free) - Send follow-ups emails; 2- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 3- Found.ly/#free-invite (Paid) - Sales prospecting tool on LinkedIn; 4- Attach.io (Paid) - Viewer engagement analytics for presentations.
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From e-mails to paid advertising, how to acquire your first clients!

  1. 1. FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS ETIENNE ALCOUFFE, SEARCH ENGINE SPECIALIST AT EFFILAB
  2. 2. TheFamily 
 code: lamifasisi WIFIWIFI
  3. 3. DISAGREE ON TWITTER! #TFWORKSHOP
  4. 4. #TFWORKSHOP ETIENNE ALCOUFFE
 SEARCH ENGINE MARKETING SPECIALIST
 AT EFFILAB FROM E-MAILS TO PAID ADVERTISING HOW TO ACQUIRE YOUR FIRST CLIENTS
  5. 5. From e-mails to paid advertising, how to acquire your first clients!
  6. 6. Your test market loves your product but how can you consistently grow your sales ? Myth #1 : The product sells itself
 Myth #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
  7. 7. 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.
  8. 8. How can you rapidly grow ? Inbound Word-of-mouth referrals, marketing Outbound Cold calling, Cold emailing Sales Account Executives and customer success managers Lead Generation
  9. 9. How to think about Inbound ? Inbound Strategies 1) You want a lot of leads because you average conversion rate is much lower than referral leads.
 a) Search, Social, Display
 b) Emailing
 Customer
 satisfaction Content
 Emailing
 SEO / SEA

  10. 10. What tools can you use ? → SEO & Content
 → SEA (Adw,Bing)
 → Social (FB, Tw) → Newsletters
 → Autoresponders
 → OnboardingSource: Hubspot
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. 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 !
  15. 15. 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.
  16. 16. Outbound lead generation Generate pipeline and leads predictably.
  17. 17. First Step: How to structure your team ? Patricia Patricia is responsible for lead generation. Paul Morgane Paul 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. Mickael Mickael is another account executive, he is more experienced with retail customers.
  18. 18. Specialize your four core sales roles Source: Predictable Revenue
  19. 19. “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
  20. 20. 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.
  21. 21. 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
  22. 22. Milestones January 2016 Inbound: PPC
 Outbound: Emailing, Cold Calling March 2016 Inbound: CRM, Emailing, PPC
 Outbound: Emailing, Cold Calling June 2016 Inbound: SEO, PPC, Emailing, Webinar
 Outbound: Emailing, Cold Calling July 2016 Inbound: Social, SEO, PPC, Video, Referrals
 Outbound: Emailing, Cold Calling October 2016 Inbound: Events, SEO, etc.
 Outbound : Emailing Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
  23. 23. Main marketing objectives and KPI’s Objectives Key performance indicators Weight within your strategy Awareness Build awareness among your target audience Cost per visit Cost per view 10% to 20 % Convert users Be visible to users looking for your products / services Conversion rate Return on investment 50% to 60% Build loyalty Grow your accounts / Generate referrals Return on investment Average revenue per client Repurchase rate 10% to 20%
  24. 24. 07 78 87 37 37 07 87 59 40 03 Etienne Alcouffe Expert SEM/SMO etienne@effilab.com 07 87 59 40 03 Are you trying to grow your sales through advertising ?
  25. 25. SEE YOU SOON! LOVE. THEFAMILY.CO


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