 All right, order of events for today. Very nice and simple. We are going to look at a picture I'm going to tell you a story and then I'm going to give you a plan So nice and easy probably the best slide of the entire weekend three slides to the after party We're almost there. You can do it. Hang in there Should be fun. Awesome. So here's a picture. It's been interesting because people have been talking about funnels and things like that I'm sorry to tell you that funnels are so last year It's now a flywheel There's a company called HubSpot. You may or may not have heard of them They're one of the leaders in inbound marketing and it's all about how do you merge sales and marketing and how do you take what? Previously was a funnel and how do you get people to go from being strangers to being delighted advocates of your brand So they've recently revamped it. This is not completely our own idea This is an adaption of what they've done and it's Based on their flywheel if you search HubSpot flywheel You'll find online courses and all that kind of stuff which will give you a lot more detail Around this sort of thing but the idea behind this really is you want to make it a circle That like goes around in a circle Tempted to think of the My sister used to drive me crazy with it's a cycle a water cycle goes around and around again and I'll stop there But literally she's sitting there for hours But the problem with the funnel is things come into the top so you got this big wide part and then they go out the bottom and Then that's the end of it. Where does it go? You lost it? so the whole idea behind this flywheel or the cycle is that it starts to get momentum and Basically what happens is you start off attracting people you engage those people then hopefully you delight those people We've heard a couple of different people talk about, you know, Facebook. How do you people with the PPC side? You know, how do you get your website working? So it's nice and engaging We spoke about customer service a little bit earlier today and how to like people But then you want to take those people who now at the end of the old funnel and you now want to say Okay, well, how can we get those people to tell other people because now those people are attracting these people and now The cycle starts going around and around again And if you can get that to be bigger and faster and easier Then now what happens is your marketing and your sales if it is now actually building a life of its own as it's going around and around and around and around again Make sense Happy great stuff. Cool. So just so we were on the same page Attract is how do you get people to find out who you are often with SMEs? One of the biggest problems that they face is people simply don't know who you are They've never heard your name. You're trying to introduce them You're trying to build trust But you don't have any platform or any way that you can do that outside of how you present yourself or the things You show them and you can do that through SEO paid search online websites. You can do brand activation Yes, there are things like billboards out there and magazines should try putting an ad in them sometime they do still work and Those are a whole bunch of different things you can do to attract people to your brand to your business Once you have that You need to engage with them some ways either you got an app or a Facebook profile or you've got a website Or whatever it might be you got a call center Somewhere where you get these people who out there that you don't know about these strangers To come and kind of start being your friends a little bit and then you won't get you want them to buy from you or Engage with you or call your salesperson or do something But you want to have some sort of transaction with these people and then once you've got them there You want to make them really really happy. What can you do to make these people love you? So customer service is a great way of doing it where you give them something and they just love you They want to tell good stories about you And I'm only going to try to repeat what was said today. It was really really well done The other thing that you can do is you can do things like give people voucher codes or promotion codes or a reason to come back to you So if you're going to take a care package or something like that Maybe you could say well for the month of whatever for all of our loyal customers We're giving a discount of this much come back to us And just it's just one way that you can delight them with product updates news information That sort of thing that they continue to see you as their trusted advisor. This is my source of information I want to come to these guys because they know what's going on. They love me They care for me and I love them. So I'm going to go and tell all my friends about them and Then so now you've got these people attracting it in and so we go around Everyone happy with a flyer wheel in a nutshell Cool, great now story time So the story is what not to do Unfortunately, I was one of the chief architects in the story And so I'll try to keep it as anonymous as possible, but I'll also be honest so we had a client I had a client some time in my previous past and We they didn't want to spend a huge amount of money with us. So we took over their website But because they didn't want to invest too much into it because that already spent it with someone else and they're moving across and We said we'll just leave your website as it is and we'll run this campaign for you to generate business leads because that's all they wanted They wanted people to phone them Full-out forms in their websites so they could phone them and sell them their product So we ran this campaign for a month and at the end of the month we sat down with them We said right how did it go? Wait, I just completely forgot something We have a competition at our company ends at the end of this month Before I forget I'll be in trouble if I forget we can win a website to the value of 25,000 Rand If you can't enter go to our website. It's flicker leap comm over there and use the chance of winning website anyway So after a month Okay, keeping them keeping the people happy all right, so After a month I went and sat down with them said how's it going great? We've been getting leads It's working. I'm like fantastic. This is wonderful news Two months in we go sit back down with them again on our side and all our reporting people are filling out forms It's working. How's it going? Great job? We've been getting quite a few phone calls Very very happy now. It's like phone calls. What about the emails because we've seen that they've been like 30 people who filled out the form and you should have got 30 emails with these people I don't know what you're talking about what emails like what do you mean? What emails like we've been running this entire campaign for two months to get you these leads and they should have come to you as an email No, I don't know. Okay Well trying to say face in the meeting I'm like, I know that if you log into WordPress then you can check your entries because they're saved into like a little database there So I'm trying to hack around but now it's a different theme because that what what I'm used to so I'm not too sure where to look so now I'm really looking bad in front of this client because like I can't find anything Anywhere so I'm like no, I'll go talk to the guys in the office and we can solve this problem Anyway, get back to the office Turns out they were using a theme They were just using like a generic form on the website that doesn't store people's information When you fill out the form So for two months And then the next thing is there'd been like some mix-up with their email service provider Where the emails just that were sent just kind of fell off into nowhere There's no email inbox This guy had 40 people contact his business and he had paid for these leads. We'd been running a campaign So it was a little bit dear to him and now we've got no leads. I'm gonna phone him and be like look I'm really sorry. We've got nothing for you absolutely nothing But what we'll do is we'll fix your website up. We'll put something on anyway We now fix it another form every time gets filled in it gets stored into a database So no matter what happens we know what's going on, right? Month three sit down. I'm very happy with we've now got even more leads than we had previously We had a better month than all the months combined sit down with the client to say just so you know Here's the export of all the leads and it's working really really well And his email back to me is like I was actually just about to phone you to cancel everything because I haven't got any emails Like what do you mean? You didn't get any emails. We've been through this He's like turns out his server company server hosting provider had What they've done was they had white labeled the website because it was coming from the same domain name as The email and so their email service all that is spam if you don't know I'm talking about don't worry All you need to know is the guy didn't get the emails So now we have to fix this problem End of three months. He's now got close to 60 people who contacted him with no word from him at all lots of friction in his flywheel First off there was horrible communication between us and them When I asked him if he was getting leads and he said yes, I was like, it's working But it wasn't working So we took way too long to talk to this person just flat out the communication was bad I didn't understand him. He didn't understand me. We were just getting it wrong The next thing was the customers just got bad service No, one was delighted with this guy because no one was getting phone calls Imagine you went onto a website and you contacted someone and you just never heard from them. What is your opinion of that business? It's not great. They're unprofessional They're not courteous. They're not following up. You don't want to work with them. You'll go somewhere else They're not they obviously not interested in helping you and the third problem We had is that we had no way of capturing this data To make sure things were happening. There were no chicks and balances in place. It really was not what's not to do Can everyone agree with the fact that that was horrible Yes, and I got to sit in the office every day and be like I can't believe what's going on for this guy So how can you not do what I did in this instance? So the first thing is craft relevant and personal user journeys We've spoken a little bit during the course of the last two days about segmentation understanding your customer. What do they want? But you really just need to think through who is the person what device do they use? Are they on a phone or on a desktop computer? What time of the day are they looking at if it's a business person? You most likely gonna get them in work hours if it's someone outside of that Maybe the weekend or late at night early morning You know if you want to reach cyclists a good time is like five o'clock on a Saturday and a Sunday morning Because that's when they up and they're on their way to go see their mates Not a bad time to show a campaign maybe but think about who these people are and then what is relevant to them What's gonna jump out at them? What's gonna give them something that's gonna go? Oh, this is interesting I want to see more of it because if it's gonna be Attractive so that you can attract people it really needs to be something that's gonna stand up and Then the nice thing about all of these things is you have to really think about how How's this person gonna give us their information and how can we make it easy? Because if you want a business lead You need to get at least a name a number and an email address or one of those so that you can either email them or Phone them to actually provide them with the service if you don't get that information You've wasted everything So what can you do to get it make it really easy? So there's some crm systems like HubSpot where you can have a form that pops up on every page of your website So wherever they come from you can get the information or you can put calls to action on your page You can have newsletters. You can have promotions. You can have ebooks or downloads or video content But all of it is accessible for an email address or a phone number Because then you've got something that you can use The next thing with this is how Sorry not how is pretend to be your customer because very often we think like the business and We know it and we understand it and we use it and we're there all the time and we're very familiar with it But we don't often see what our customer sees so we once had a client and They asked us they needed some help with paper click campaign And so we're able to go in there and solve their problem, but we thought Let's just expand our view just a little bit and pretend to be a customer. Let's try and sign up for one of their courses So we went on to their website fold out of form We didn't get any emails back nothing no automated things and no one ever replied to us So we're like wow, okay, that didn't work So that's a problem So then what we said was well Let's phone them so I phoned them and said I'd like to register for one of your courses And they said oh you need to speak to so-and-so and this person can help you I'll get them to call you back They never called me back. I Was trying to give them business and There was no way for me to actually do it like I couldn't engage with them and So when we went back to them We said well look, you know you had some issues with your paper click campaign But actually there you got a few other issues you need to sort out like if you're trying to be a customer of this business It's very very hard work to You know enroll or sign up or whatever it is And you're only ever gonna find that out by actually trying to be your customer And if you can't do it get your partner or your girlfriend or your boyfriend or your auntie or your uncle Get someone else to try and do it Someone who's a bit more removed and ask them for their feedback. How did it go? You know actually make a purchase Sometimes we use test environments and sandbox credit cards and all those wonderful things Put that aside take out a real wallet real card and actually make a purchase what happens Get the person to deliver the product to you See what the whole thing looks like and you'll start to see this process of attracting engaging and delighting customers Will become a little bit more apparent to you Nice identify and monitor key performance metrics So have a look at your big process of these of what you're trying to do Work out what your goals are and then say well, what numbers do we need a check? So three ones three simple ones to have a look at is how many people who visit your website or your platform who you attract Become a lead. How they engage with you actually give you information. How many people do that? Of the people who give you the information how many become a customer and Then all of your customers how many refer you to someone else and You can track that with referral codes depending on your product or you could just simply ask people How did you find out about us? But if you can start to see those numbers You can see oh well actually we've got a big problem because from this stage to this stage It doesn't seem to work or from this stage to this stage whatever it might be It's going to be different for your business But if you know what you're trying to do you can start to map it and it can really help you to do that The next part about this is really how can you add momentum and reduce friction? So if you've got this cycle What are the what can you do? That's really going to make a difference if you're going to do something You might as well do something that's going to actually help or make a change or do something that's going to like I was told not to use this but move the needle as it were like what's going to like really shift your business What is that? It could be crazy. It could be simple, but whatever that thing is do that and see what happens Try an iterative approach. Try just do something. I think it's come out quite a few times in the During the course of the last two days is just try something But if you're going to do something make it count don't just be like, oh, we'll change the color of the button Yay, or maybe that is what you need. I don't know but if you're going to do something to really give this thing a good Kick in the pants as it were do something. It's going to make a make an impact And then what will make it easier? Maybe there's something that needs to be automated Maybe there's something which needs a person's like you actually need to phone someone at this one stage Work out what those things are so that you can really remove the friction so that if you're going to add momentum to this thing It's going to spin a little bit better. It's going to work a little bit faster It's going to be a little bit easier for people and I think there's been a few few talks to this the last two days I've spoken about automation How can you use that to your benefit? What can you do that makes your life easier or makes your customers easier? Your life because the life of your customers easier because there's two sides to this what how you work And it's what they experience on the outside And what are those things and how can you make those changes? And then lastly and I can't iterate this one enough make the customer the center of what you're trying to do There are the reason that your brand exists Your company exists to service the needs of your customer think of things from their point of view build your business around them Not your processes or your logistics or your operations or your ideas of what's market of what your marketing should look like Think of it from your customer put your customer in the middle and get things to work around that Make sense Cool and then very lastly information is everything If you can get information if you can build a crm system Or customer database or whatever it might be Those things can make a huge difference to you in your business And they're very very simple tools You can start to understand people. Okay. So this person came from social media from that post So when I pick up the phone and phone them, that's what they're interested in that's what they need help with So you can you can start the call off with a warm lead not a high How did you get hold of us? You know you can track all of these things and see all of these different things Oh, so you read that article. So you must be interested in this type of thing And you've already got something to talk talk about. Hi How are you doing? I see you're interested in whatever it might be. That's really interesting What what what part of it are you interested in you could start a whole conversation And you can show yourself to be the trusted advisor who knows how to solve that problem and take them on a journey to Getting what they want After party time Thank you very much Charles