Streamline inventory conversions with airSlate SignNow's conversion marketing funnel for inventory

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hey guys I have Alan Martinez here from Noble digital you guys know him he's on the school Pro group he's going to tell us a little bit about more about what he does I have no idea so this is going to be a real treat I'm going to learn something you're going to learn something so let's check it out let me try this again I want you guys to listen to me yeah I designed sandwiches my name is hose and I talk about the business of design the I talk about a lot of stuff my name is Chris do and I talk about the business of design at the center of this operating system it's about understand Jose can we just tell them what the show title is I hate you dude you are watching the process you guys recognize the sales funnel you guys have seen this before um what's in the sales funnel sales funnel is just you know the the journey between top of funnel to the bottom of the funnel which is like I've never heard of you to I'm kind of interested or what is this to okay I'll find a little bit more to okay I'll give it a shop to I'll buy it and then and then uh this is more about the the the money part but then the delight and referral part and people sharing we're going to actually put numbers to this we're going to going to sign a number so cost per customer acquisition cost per customer acquisition to get someone to buy your service now your service if you don't mind me asking is like maybe break down tear our most expensive product is $1,200 that's core 360 right and then going down from that individual module sell for $500 then we sell um a subscription annual subscription is 250 sub right then we sell aib which is I believe $200 mhm aib and then a monthly membership for 25 bucks okay so that's the lowest entry point yep and and below that is we'll do it's a zero doar it's YouTube right are you subscribing to YouTube yeah correct what's that worth to you let's put a dollar figure on it $1 let's put $1 down okay $1 but we're not selling that that's that's what we're paying to get it correct so it should be here well we're talking about the value we're going to get to the value right but that that is like something that's a goal right so the your goal these are your goals the most important goal is to Mak as much money as possible let's be honest here right so if we can't get if you're asking me not Jose if you're asking me yes Jose's to have fun and make friends as far as margins it's not like you made a hard product that cost you five bucks to sell for 10 bucks for example so it's really 100% margin all the time you spent developing you you still got to get paid for that but let's just say for intents and purposes let's say it's for sure all right now what so what are your goals for this year to increase our monthly reoccurring Revenue right now we're doing by 8K okay write that down let's let's write this somewhere over here so per month monthly reoccurring Revenue Mr is about 8K right now okay okay we want to get to 20K okay so you want to trip our new so by end of 2016 2017 we need to get to 20K okay so what else what's the next step so and here's the part and I'm going to share this is what direct marketers do they they would go to a company yeah and they say how how many do you want to sell in a year and like usually it's a bigger company they would say okay we have we want to sell a million units to make you know whatever $2 million right okay they would then say okay so that's our budget they would say that that is our budget $2 million of AD spend to to go for and what you're trying to do is get the CPA as low as possible the cost for acquisition so if you spend $2 million and you make $2 million right you broke even and that's not ideal so what all you're trying to do is drive down the CPA you're hoping that you're going to spend a million dollars to take make 2 million or Hell $500,000 to make $2 million it's never going to be zero obviously but it's going to be something let's talk about let's talk about the people who your where's the the top where's this money coming from like where's 10 or 20 or 50% of the money coming from like a person or a city or yeah obious from the data the single biggest d d uh traffic driver is probably from YouTube onto our landing page right and the our audience is broken up like this it's us it's India and then it's the UK okay is there kind of an age group you're seeing that's standing out 20s or 30s or is it more season people I say it's late 20s to 40s somewhere in there and then we we check this is YouTube data then we compare to Shopify data and they they they're te together right now yeah okay cool just manually though you know how we look at it we stud's there's no there's no automated doesn't Shopify Shopify have a way to integrate your analytics so that's tip number one guys tip number one since we're using Shopify we want to tie our Shopify analytics to our YouTube analytics to see what patterns are happening right now we don't that's why I reached out to you and said somebody help me with some basic analytics creative the videos right that's like top of funnel messaging branding to get to the website that's middle you know now they're interested right right and as you get to the it stuff that's when you have like the data all the stuff has to go into buckets so you have like your Java code right and uh your segmentation of buckets you you you guys know what a bucket is it's basically the personas these are the personas but I want to start we have our personas we know what they are right but you know what they are from your limited data and then then there's the marketplace speaking which is actually going to tell you what actually is happening and then you have to make adjustments ing to the actual data so it's like you're testing and the reiteration comes from oh wow it's like these people in India maybe we need to do something that has that kind of slant to it so people we can attract them more maybe they deserve their own video maybe bring in like an influencer from India to speak on one of your things and suddenly that lights up the Indian audience for example when you make those personas you can also challenge using data not like they're you know sometimes they're up behind the sky like talking to a company there a few months ago and they're like hey this is our audience and they really thought it was this woman okay I I ask the guy behind the counter who actually delivers the pizza I go so tell me I said he sat down with me and and he started to tell me actually yeah you yeah I was he's like yeah I agree with that girls but when I get there there's always a guy in the sofa I'm like okay it's a couple like that's a different story now that helps me understand what the message is or maybe if it's a video maybe if it's comical it's a boy and a girl it just leads to but it's all based on the actual data these are let's these are some really big let's break these apart these are really big Winners right these two well I'll tell you what our best sellers are yes our best sellers are here go for it like percentage wise percentage wise uh I would say it split between core and aib right let's make a new CPA we going invent this one Chris doe how much would you spend to get someone to pay 1,200 bucks as much as possible as much as necessary not as much as possible as much as necessary 50% 50% okay so we'll say 600 bucks that's a CPA for that uh for this one I would think they're all like about half I'd spend about half so you okay so we just that's a two to one conversion man yeah I'll do that all day night okay you would average all those together right yep 1,200 plus 500 plus 250 plus 200 I'll leave out the YouTube for now yeah leave out the YouTube you actually you'd actually have to 500 three times CU there three different products okay then you would divide that by one 2 3 4 5 67 that number divide by seven the number I came up with is not too far off it's 507 we'll just flat make it 500 bucks okay what what do you consider a lead they haven't paid yet YouTube was one of them right YouTube is an awareness but like we'll say um if they get to the Shopify page okay I would consider a lead that's the data I'm looking at now so on average we get about 80 people hitting the Shopify page there's an email Isn't there email uh like a newsletter to sign up yes so we're talking newsletter and Shopify page is worth something they get to that far YouTube and what else we got besides YouTube for awareness Facebook Facebook okay what else we have Facebook you uh Instagram and Twitter and Linkedin the the the usual social media or channels do my fingers what's going on fingers not working YouTube not working Twitter LinkedIn yeah so uh so we have shop page is there anything else for leads that you have there's no phone call obviously there's no is there a chat thing a little chat box yeah people might instant message me I am I am they will instant message me and talk to me about stuff and I do close sales that way so if they reach out specifically asking about this you know how on Facebook you can message somebody directly oh okay that's what I'm talking about I am on Facebook okay that's you to reach out to me okay and I forgot there's other things that we do we we do lectures and workshops absolutely so that should be in there yep and we have press yeah we get press so we know that there's a spike when we do press or there's other or we do cross Channel promotions okay should I put that up here too y yeah so what we what would we consider a trial I already have an idea what do you mean the next one's trial what do you I don't uh I don't no when you wrote that up there we don't have a trial a trial subscription does this feel like a trial to you it is that's why we created that yeah we cre lower tier it's low tier there's too much of a gap yeah that's true and we are finding out that when people sign up on this they very quickly buy a product what's the conversion rate on this please tell me I'm only going to guess right now but I would say it's at least 50% really yeah that's amazing I see they they buy and within 10 15 20 30 days they're buying something else they're probably going to go in so now we have a cycle so 50% 10 to 15 days is okay let's just say 15 to 20 days okay sometimes they buy it in 3 days it's it's really weird because they just want to know that we're real so what you're talking about really is that right yeah I think so so these are two different Cycles these are two different kinds of people a three-day person and a 15 to 20-day person yeah do you I would say they're more this side than they are this side they're more on this side like 80 20 yeah who are these people the three days do you know anything about them yet they usually business owners they already know us okay business owners that know you yeah or were referred by someone than you they they know us through the community right okay it's not going to be some some uh kid in Turkey it's so every then there's everybody else then there's everybody else so this is like the realistic cycle for the world for the the global domination of school all right this is good this is good so I I want to cons do writing again I want to consider monthly subscription your trial and anything else you want to well we been thinking about this right other ideas you have yeah that we have we're going to give sample docs you can download some sample documents like one of the ones from the live from your from the kits you just download them C at them MH so you know how Amazon does like 20 Pages we'll give you the first 20 Pages check it out it's legit that's it so read that if it's white paper we'll call it a white paper M anything else that's all we got for now okay and then for delight and referral what are we talking about well how we Delight the customer is the people that are brave enough to join us and share the decks we start to have real conversations and they're getting free business coaching for me often times when I'm driving I would just call up a random member whoever wants to give me their phone number I call them up I I check in on them like high touch customer service from me and Jose okay cuz we're on the forums and we're commenting and giving people feedback all the time yeah that's how I think that's your customer service yeah exactly right that's it yeah so from calls to emails to documents you get it yeah and how do we Delight you you know what you make money our customers make money so if this is 500 maybe we'll work our way up backwards so this is like 100% of what you'll pay and of course you can spend less grade how much you pay for a trial of the 500 bucks how much you know would you pay for a trial a trial subscription of 25 bucks yeah what's it worth to you let me ask you another question let let me do this a different way actually the cap forget about this of the people you said it was 50% do do this I think about 50% who bought buy the subscription become customers so would 250 make sense to get someone to do a trial to allocate some of that that's a lot though because they're going to buy probably aib or this so you're saying I'm spending half of it already well what I'm saying I'm I'm I'm trying to see it might be part of this whole CPA like this is like this stage just this stage alone to get to a purchase it's like part of the 500 bucks I don't know let's say 200 bucks I'll just throw out a number okay because we're getting half of a half cuz we're spending half of our budget and only half of them are can convert so I have to kind of be mindful but what we talk what we're talking about here is is a scale thing it's a scale issue and my question to you is like you know when you get to more users do you have other items to sell them we will you will I will great then you do definitely want to scale okay so 50% we'll say 200 bucks so then what's a lead worth to you how much less obviously of course of course but how much well it depends on the conversion ratio dude what percentage of of these these people convert to here What's the total conversion rate right now it used to be sub 1% and now it's about 2.5% that's great that's that's the average actually that's but that's good what 1% or 2.5 2 to 3% is the average for e-commerce sites in the world if you're above above that you're you're doing above you know really well if someone comes to your to your website learns about you from YouTube out of 100 people how many people actually might do the 25 bucks or do you like talk about a thousand people two and a half% okay out of 100 people that hit the Shopify page two two and a half% or converting to buying something so the minimum they're going to spend $25 and sometimes it'll drop $1,200 the core 360 so what I'm doing here this is just the website Facebook has its own little funnel YouTube has its own funnel TV whatever you're going to do right like everything has its own little funnel before they get to the website right and so you know this is what we can control the most this gets harder to control and that's that's the art of advertising and digital all that but I'm going to make this up so we're at 200 bucks and you were kind of not happy about that number either but I would say for a lead you should be able to pay like I don't know 25 bucks sure is these we're making this up because we don't know but we I think we need to plug a number in just to start with and you'll know right like wa this doesn't work after time after we start pumping some volume up this may this number might be too low or too high we'll know right away right now we don't really know so for awareness maybe it's worth one $1 to get someone to sign up right or it's worth that I spend that or maybe 10 bucks is 10 bucks too high a little bit maybe five but I would I would pay easily a dollar because if it means somebody who's going to go to to and sign up for the newsletter or watch our episode And subscribe or something like that then it's worth it so once they purchase that is your CPA so technically you actually have 500 bucks to work with here all right understand so we have to redo these numbers you have 500 bucks to distribute per per person so that we're talking about what as they go down the funnel they're worth more right so how much per person maybe it's 300 200 and no it's got to be different than that um maybe 1500 and then the the remainder 350 so 50 for awareness okay right you're saying add all those up to be 500 right and then 100 okay and then 350 so yeah when you start getting someone down this funnel they're worth more and more and so maybe these things start becoming they should become more valuable to keep the flow going the point is it's like when we're when we're spending money on media spend and they're clicking through to this point and then they're clicking through to here to this point and then they're clicking through to download this like every stage we're going to be having drop off drop off drop off and now we're left with 100 people or 10 100,000 people and now we're down to like 10,000 now we're down to like a thousand and now we're down to like a 100 people when we're down here and that's your 2.5 so we have that means so if you want the average 50% 250 if I want 2x Roi I have to spend half right by the way you might want to go 100% R like one to one I can do that you might need to do that for a minute sure I I I can believe that but I was just saying the normal model yeah that's where want look the reality is we want to start with with the 500 bucks and drive it down to 250 over time but we we want to be everywhere and go okay that's not working this is working let's put more money here and we want to start just crunching this down to start getting metrics that are performing okay this is performance takes time and money and you know all right and we can speed that process up as much as you want but as long as we're not losing money we can speed up even faster if you're below like if you're not if you're not up upside down we should be increasing the budget every month yeah until it starts to break or fall apart or not Mak sense right okay let's review here so what you're doing is you're facilitating me in trying to figure out how to convert what it's worth Etc down to very granular things so anything that's e-commerce especially is going to be very attractive yes right Ecom that's where you're strongest right because it's all data driven other stuff is like too touchy feely we just don't know here's what I think if we had um certified teams of specialists and I we say your specialty conversion down here data conversion call call conversion funnel conversion funnel as a strategist for conversion yeah and then we have a strategist for social because somebody else out there is doing an amazing job we don't know and it's and then we're strategist for the brand top of funnel right and then if you get the lead you bring us in to do the top we get the lead we bring you in to do the conversion funnel right right that's how I see now how to use you what is it going to take so if it's Lance Mayfield if it's Ben Burns and they get a good gig and they want to do conversion they want to bring you in to do this part of it what do you what's what's the rate you can give me a Range you can give me a rate so that at least now I can walk around and like if the engagement is in of this size I cannot call L in sure what is that rate sure I would say 5 to 10,000 okay yeah maybe Al needs to have some kind of quicker leaner version of this to to demonstrate value here's how I look at it Al we've talked about this on the call before which is give them the Trojan Horse give them something easy very attractive so you can get going because once you are in you can prove your value very easily right for example this is often how it goes I go and meet with a prospective client you know they look at the deck we talk and they're like okay we're ready to do strategy with you and if I smell that this is uh an e e-commerce play then I say okay well my my my strategy rate is going to go up a little bit cuz I'm going to bring you in just to do that part of it which is to facilitate it with me during the two days you come in on the second day cuz you don't need to be there for everything else I would brief you I'd give you the materials you'd come in you would run this part how long would it take you to do this part a couple hours an hour so then what would you charge come in for that hour or two and then go do your work and then come back and say guys here's the unified recommendations Chris you really need to recommend to design the the website this way because we know this this and that right what is that still the same to 5 to 10 um it we can talk about that because it just depends on maybe there's a way for me to go in in a different way and not have to make a whole what are you thinking off the top of your head cuz I want to make 2500 bucks five grand simpler engagement yeah simpler engagement let's say three so if you guys want to bring him in just for this now I'm not talking about all the other work because there's still a lot more work to do just to get started so that you guys can be thinking all right maybe on a $122,000 engagement you can bring him in because if you're paying out three out of 12 that's that's about the threshold right a quarter of what you're bringing in because you still have to get paid for all the development and the time you spent so if you're at that point where you're looking at a 12 plusk engagement for strategy and there's an e-commerce component you can bring Al in for right now while he's still affordable for 3K to run that with you and he'll do a little bit of homework and put it together you guys will have this unified team and you'll be a team of experts and I like that idea a lot all right guys thanks for tuning in hope this was helpful to you I learned a lot myself and there's a definite way that you guys can integrate what Allen is doing with Noble digital into what you're offering and I think it's going to be valuable to your clients as [Music] well [Applause] [Music] [Applause] for