Hi, Welcome to Clymb Marketing! We’re a team of digital marketers dedicated to helping businesses create predictable revenue through online initiatives and we do this through a process called Customer Value Optimization.
We exist to empower businesses and streamline online sales with digital marketing funnels that create clickable revenue and generate qualified leads that continue to buy from you.
Since you’re reading this, you want to transition into digital marketing or enhance your existing efforts. Chances are, you’re looking for an online sales system that attracts ideal prospects, converts leads to sales, and increases customer lifetime value.
And you don’t want to waste time or money with strategies that don’t work.
If you’re nodding your head YES, you’re in the right spot.
At Clymb Marketing, we’ve done all the heavy lifting. We’ve vetted what works and what doesn’t, and we know that the foundation for digital marketing success starts with the Customer Value Optimization process.
Customer Value Optimization
It’s a powerful and proven system designed by Digital Marketer. As a Digital Marketer Certified Partner, we use this process to help you maximize the transactional value of prospects in your funnel.
First off this blog post is a beast so if you would like to download it you can do so by clicking here.
And we’re going to show you how to do it, step-by-step.
If your sales funnel isn’t performing at an optimal level, or you haven’t started digital marketing, you are missing out on revenue, growth opportunities, and time.
Imagine a sales funnel that creates predictable revenue while you work on the big-picture parts of your business…and even while you sleep. This picture is one of the reasons why you started your own business or why you work at your current employer and an effective sales funnel can make this a reality.
Imagine that this automated sales machine functions parallel to your offline sales.
The time to optimize your customer acquisition through a proven digital marketing strategy is right now.
According to the latest data from Adobe and eConsultancy:
In this article, you will find a way to optimize your customer acquisition process.
This process is based on Digital Marketer’s Customer Value Optimization, but we’ve put our own spin on it.
As part of our dedication to helping businesses grow online, we’re giving you access to the following steps that create a funnel that optimizes the value of each prospect that comes in.
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Clymb Marketing simplifies daily operations and empowers your business to generate quality leads that convert. We exist for those that need a “done for you” marketing solution, so that you’re never at a loss for what to do next.
We’re so serious about our partnership with you that we offer tools and resources for every stage of your digital marketing funnel.
How Your Customer Value Optimization Works
Customer Value Optimization accomplishes 3 goals that happen in 7 steps and is designed to help you get the most value out of more customers.
But there’s a catch: your optimized sales funnel is not about you.
It’s not even about your business.
It’s about creating a sales and marketing funnel that’s focused solely on your customers, both current and prospective. The CVO process provides the maximum value to each of your customers—and it does so through answering their questions and serving their needs.
For maximum success, your sales funnel must perform 3 tasks—all of which happen when you implement the CVO process.
1. Attract more customers, so you can help more people and generate more profit.
2. Grow the average value of each customer, so you don’t have to acquire more customers as often.
3. Increase the number of purchases each customer makes, so you can form a lasting relationship with the people you serve.
While that seems as if it’s easier said than done, these are the type results you can expect.
Customer Value Optimization has the potential to transform how your business grows and adopts new marketing opportunities. Here is a visual guide of the CVO process that will function as a roadmap for everything moving forward…
These 7 steps are all you need to attract more customers, grow the average value of each customer, and increase the number of purchases for each customer.
- Define your key customer avatar and craft his or her desire messages: Customer Avatar.
- Develop proven traffic sources that attract your ideal buyer: Facebook, Adwords, Blogging etc.
- Share free and valuable information that establishes trust with your target market: Lead Magnet.
- Create a low-dollar offer that puts prospects into the buying mode: Tripwire.
- Introduce and sell a core offer: Core Offer.
- Focus on your profit maximizer, so that you gain the highest possible profit: Profit Maximizer.
- Establish ongoing customer conversations, so that you create brand loyalists: Return Path.
When you complete these seven objectives step-by-step, everything starts to fall into place for true digital scalability.
We selected the name Clymb Marketing because we help businesses accelerate their growth from the bottom to the top. In step 1, you’ll start at the “basecamp”—the foot of a mountain—but you will quickly ascend.
Like any great adventure, when you know what you’re looking for, it’s easier to see where you’re going.
The first step of the CVO process is to know who’s looking for your business and needs your services. We call this first part “Defining Your Key Personas”—a.k.a. finding your customer avatar.
Key persona and customer avatar sound like formal marketing jargon, but knowing how to define these will set the foundation for compounding success.
Think of your key persona as the profile of your ideal customer, as an example let’s look at one of our buyer personas at Clymb Marketing:
One of our key persona’s is a 30-40 year-old e-commerce business owner named Bill. Bill used to work for a corporate IT services company, but got fed up with the office politics and glass ceiling advancement. For the past couple years, he had been building e-commerce websites on the side, generating some nice side income.
Bill made the leap to working for himself as he knew that he could figure out how to further grow his side e-commerce business. He has a home office, the basic development skills to put an e-commerce website together, and the connections to several wholesalers who can drop-ship the product. More important, he has vital skills that will change the lives of his customers and his family…
If he had more customers.
The fear sets in that he’s made a stupid decision. He considers going back to work for someone else, which equates to failure. He needs a way to attract customers into his e-commerce stores, so that he can increase cash flow and keep his company afloat.
Enter your business.
You offer full-service marketing planning and implementation. With your in-house marketing techniques, you help Bill attract leads through Facebook, nurture them with content marketing, increase his conversions, and help maximize profits by increasing the average number of orders per customer.
Your business becomes his saving grace.
Download our free Buyer Persona Template below.
While this key persona example above might not reflect what your business offers, or your target market, the description showcases a unique value proposition, which is vital in crafting your desire message.
Now there is a huge difference between a unique value proposition and a unique selling proposition.
- Unique selling proposition: “I run a landscaping company that will cut your grass.”
- Unique value proposition: “I allow hardworking homeowners to relax and enjoy their weekends without worrying about manual labor.”
- Unique selling proposition: “I drive traffic and create automated marketing funnels.”
- Unique value proposition: “I give businesses the power to ‘set it and forget it’ by attracting qualified leads that convert. Business owners can work on growing their company, not working inside of it.”
To attract your ideal customer into your sales funnel, it’s a matter of articulating your Unique Value Proposition.
Try and craft your desire message now and think about…
- Your customers’ wants versus their needs. People who buy accounting software need a system that does math and organizes numbers, but they want to know that they can finish their work faster, so they can focus on other tasks.
- Features and benefits of your offer. A marketing team may offer landing pages, sales pages, email marketing, and social media outreach. The benefit of all that is creating sustainable, recurring revenue that’s used to build a business.
- The struggle and pain your prospects experience. Prospects become customers in order to overcome challenges. For example, a physical trainer helps end the frustration of yo-yo dieting.
- The outcome and promise your product or service produces. No one buys a product—they buy an outcome. When a new parent buys a swaddling blanket, they have a crying baby. The outcome is calm baby.
Once you’ve determined all of this—and it takes a little deep thinking—you’ve taken your first step in the CVO process.
You know the identity of your ideal customer.
You know how to communicate their desire message.
As you craft your desire messaging, communicate with your key customer persona under the framework of a before and after scenario.
You can break down before and after scenarios into 4 stages:
- What your customer has.
- What your customer feels.
- What your customer experiences.
- What your customer desires.
Your desire message needs to express your understanding of each of these phases as you take your customer avatar through a before and after journey.
If you run a staffing consultancy firm, the before and after journey will showcase value in the following way:
The before and after journey allows you to determine…
Congrats! You’ve determined your customer avatar and know how to craft your desire message. The hard part is over 🙂
Now it’s time to keep moving up the mountain from the basecamp and figure out where and how you can draw the most motivated traffic into your marketing funnel.
Even if you don’t have a marketing funnel ready yet…
Heck, even if you do have a marketing funnel that isn’t attracting quality leads…
You DO NOT have a problem with generating traffic. You might not be expressing the value of your business’ outcome yet, but you DO NOT have a traffic problem.
Facebook, LinkedIn, Twitter, Instagram, Pinterest, Google, and several other platforms are more than happy to deliver the traffic you need on a silver platter. These platforms generate all their revenue from business owners or qualified prospects who are searching for products, customers and leads.
What matters to you is ROI.
You don’t want to spend $10 to acquire a new customer only to generate $7 in revenue.
When it comes to Customer Value Optimization, successful ROI is a matter of:
- Measuring the lifetime worth of your traffic.
- Extracting the immediate value from the traffic.
Our recommendation: start with one traffic source, master it, and then add additional platforms to introduce more prospects into your marketing funnel.
There are many traffic sources to choose from, all of which our team will help you master. These traffic sources include, but are not limited to:
- Email marketing.
- Social media (Facebook/Twitter/YouTube ads, etc).
- Search Engine Marketing (Google, Bing, Yahoo, etc).
- Search engine optimization.
At Clymb Marketing we see traffic as a faucet. We have spent years learning the art and science behind driving traffic and can turn that faucet on whenever we want to drive qualified traffic and stop it when it when things need to be refined.
We’re always testing and refining traffic sources, measuring the results, and sharing the best results with our clients.
We do this through a process that we call the 90-Day Sprint.
The objective is simple: we work with your team to create a marketing funnel, then choose one traffic source to drive traffic, and then optimize the funnel and ads over the next 90 days.
The goal of the 90-Day Sprint is straightforward: to establish the CPA (cost per acquisition) and determine how we can scale the marketing efforts.
We’ve tried and tested everything—and if you think we’re kidding, we’ve helped our clients generate traffic from 19 different sources.
If you’ve read Gabriel Weinberg and Justin Mares’ book, Traction, you might be familiar with how many places you can acquire new leads.
These sources include:
- Targeting blogs.
- Unconventional PR.
- Search engine marketing.
- Social and display ads.
- Offline ads.
- Search engine optimization.
- Content marketing.
- Email marketing.
- Engineering as marketing.
- Viral marketing.
- Business development.
- Direct sales.
- Affiliate programs.
- Existing platforms.
- Trade shows.
- Offline events.
- Speaking engagements.
- Community building.
Even though there is more than a handful of traffic sources and ways to acquire customers, where you generate leads doesn’t matter.
Your results do.
To generate the traffic results you want, you need to have an effective marketing funnel, and that starts with a lead magnet.
Your lead magnet is an ethical bribe.
A lead magnet’s value is that it solves a specific problem for a specific market. The more specific the problem is that you are solving with your lead magnet the more success it will have.…
In exchange for contact information, you deliver valuable information that complements your main product or service offering.
And you give it away.
But just because the lead magnet creates no immediate profit, it doesn’t mean that you’re not beginning a lifetime relationship between your business and a new customer.
The one rule of lead magnet success is… Creating an immediate win for your prospect.
Remember in step 2 when we showed you that you DON’T have a traffic problem? You don’t, but there’s something else at play. It turns out—if your marketing funnel isn’t working—then you have a conversion problem.
A lead magnet, when executed correctly, fixes that conversion problem in no time. In fact, the most effective lead magnets convert at least 30% of prospects into leads.
The lead magnet exists to increase leads—qualified leads that you are showing your expertise and value to. When you create an irresistible bribe in the form of actionable content, it’s a no-brainer for your prospects to engage with you.
Since you’ve already created a character sketch for your customer avatar, it’s easy to create a lead magnet topic that will generate quality leads and allow you to develop a relationship with your prospects.
Below are a couple of examples of winning lead magnets. These examples will give you ideas on the perfect lead magnet to pick for your business.
This is not a lead magnet
They are just asking to just “sign up” and no value is given
Good example of a “sample” lead magnet
Bidsketch.com is giving a “sample” value of what their software can provide
Sales material driven lead magnet
Ikea uses their digital catalog as a sales material driven lead magnet
When you use your lead magnet to draw a new lead, you haven’t acquired just a prospective customer—you’ve attracted a valuable customer who is primed to buy.
To optimize that value to this prospect you need to create and offer a tripwire.
Step 4: Create a Tripwire
You’ve acquired qualified leads—woo hoo!
You don’t have customers yet—boo!
Not to worry, as this is where your tripwire enters the scene.
(See, we told you we’d show you how to build a marketing funnel step-by-step.)
The tripwire is designed to give you a quick win and put your prospect into a buying mindset. This crucial portion of your marketing funnel bridges the gap between qualified lead and paying customer.
Even though you’ve proven your expertise through your lead magnet, it’s a tough sell to convince prospects to buy a top-dollar product.
Before a few smart marketers developed the tripwire, it had become increasingly difficult to lock in that first transaction.
Enter the tripwire—a low-cost/high-value offer that provides more reward and puts your prospects into a buying mode.
Here’s a big plus: your tripwire revenue can offset your advertising costs and lower customer acquisition investment.
But there’s a more valuable asset: it is the easiest and most effective method to convert leads to customers. The low-dollar amount (usually between $1 and $30) allows your prospects to acquire value beyond the lead magnet and see the value in doing more business with you.
This step is not designed to maximize profits. It’s not even supposed to cover your bills. However, it’s the single most powerful addition you can implement into your marketing funnel, and I guarantee it’s the one step that you are thinking about skipping.
Without the tripwire, you miss out on the most vital component of Customer Value Optimization…
Creating new, paying customers.
Here is an example that will help you build this low-cost/all-value addition to your marketing funnel:
Do you remember getting an offer like this from Columbia House in your mail box?
A low-dollar amount—check!
A tripwire is not a new idea.
This offer from Columbia House is one of the best-known tripwires in the business world to date. Simply put, buyers pay a low-dollar fee to gain a worthwhile product and then become official customers by becoming part of the subscription service.
With that framework, you have a tripwire that will make it easy to convert more, higher-dollar sales in the marketing funnel.
Other tripwire ideas include:
- A book.
- A physical good, such as a bracelet or a pocketknife.
- Software plug-ins.
- Mini online courses
- Community membership.
- Online training meeting.
Yes, it might seem as if creating a tripwire and charging a low-dollar amount is not worth your effort, but know that you are setting your customers up to…
- Purchase your core offer product or service.
- Prove maximum profits through up sell purchases.
- Return to your business’ website, blogs, and other content again and again.
Once you’ve turned your prospect into a customer with a tripwire, it’s time for the next step…
Step 5: Introduce Your Core Offer
Good news—you most likely have your core offer ready!
Your core offer is your flagship product or service, so you don’t have to create anything new.
Now that you’ve attracted prospects into your marketing funnel with your lead magnet and turned them into paying customers with your tripwire, it’s time to pump some cash into your business.
Before we jump into information on your core offer, remember that it’s crucial to over-deliver with your lead magnet and tripwire. The more value, the better. When you show your prospects that you can help, they are much more likely to spend more.
Our friend and marketing expert Marcus Sheridan said it best:
“When it comes to today’s consumer, if we give them enough valuable content and information, we will in-turn build a relationship of trust with the prospect before we’ve ever even met.”
If you’ve accomplished this task, you are poised to leverage your core offer. The first question you need to ask is…
How much content on average does your target market need to consume?
As Sheridan pointed out, a successful marketing funnel depends on how well you establish and nurture relationships with your market. Depending on the scope of the problem your business solves, your customers may need more or less communication.
The truth is, most businesses stake their entire livelihood on cold offers of core products. In reality, with Clymb Marketing at your side, you don’t even have to make a quarter from your core offer. (More on that in step 6.)
Our recommendation: take every penny you make from your core offer, and use that revenue for more advertising to grow your business database. The lifetime value of your customers will dramatically increase (when you apply steps 6 & 7) and the businesses who have built the most value and trust with their prospects will win the most long term in digital marketing.
It may shock you, but you can actually create the bulk of your profit in the next 2 steps.
Step 6: Focus on Your Profit Maximizer
Customer Value Optimization means increasing the transaction value for each customer you acquire. Each dollar you make after the initial sale functions as a profit maximizer, which is where smart businesses generate the bulk of their cash.
Before we launch into maximizing your profits, let’s briefly discuss your overhead charges.
How much you can/should charge for an allowable customer acquisition cost?
It’s a simple equation:
- Define the lifetime gross profit of one customer.
- Determine the lifetime net profit of one customer.
- Project the lifetime value of a new client.
This will give you a baseline for allowable costs. If it costs $11.50 to acquire a new customer and the lifetime value of that customer is $1150, you will receive 1000% ROI.
Once you figure out customer acquisition costs, work on your profit maximizer to lock in ROI.
The world’s most successful businesses—especially the corporate giants—don’t generate much profit through their core offers. If you think we’re pulling your leg, here are a few examples:
- Express oil change companies don’t see much revenue from their core offer. After the cost of supplies and paying employees, there’s not much left over. The money comes in with tire rotation, air filter changes, and changing belts.
- McDonalds spends a fortune on advertising, so much so that cheeseburger sales cover the cost of customer acquisition, but not much else. When customers purchase French fries and a soda, that’s when McDonalds generates real money.
- Electronic stores make little profit on high-cost items that are expensive to purchase wholesale. When you buy a computer or television, the company maximizes revenue through selling warranties and technical support.
- Car washes pay employees and have tremendous water bills. One car wash covers those expenses, but not much else. When you purchase a subscription car wash service and get that special car wax, this generates profit.
Because the single biggest expense most companies incur is customer acquisition (which is covered with the tripwire), every sale that comes after serves as income.
When it comes to creating your profit maximizer, ensure that your upsell and cross-sell efforts complement your core offer products and services. This helps ensure that customers keep coming back to pump more money into your business.
Step 7: Establish Ongoing Customer Conversations
One purchase is not enough—not if you’re looking for recurring revenue.
Two or three purchases aren’t enough—not if you’re looking to attract brand loyalists.
Even though you’ve created customers, increased their lifetime value, and built a relationship, it’s up to you to keep nurturing your leads.
This effort opens a return path—frequent and strategic communication that creates repeating conversions.
With ongoing customer conversations, you are not only increasing the value of each transaction, but also the frequency. The contact information you acquired with the lead magnet offer provides an ongoing forum for you to extend value.
Even if your prospect didn’t see the value of your core offer…
Even if your prospect didn’t spring for the low-dollar tripwire offer…
They are still motivated members of your target market. When you create continuous follow-up communication that leverages additional lead magnets and tripwires, you continue to create new customers.
It’s simple to provide a return path in the form of…
- Exit offers and down sells.
- Organic social media that sparks a conversation.
- Loyalty programs and coupons.
- Content marketing—guides, checklists, and white papers.
- Ad retargeting efforts.
However, our favorite (and the most effective) return path is email marketing—the core element of marketing funnels. Set up an ongoing relationship and your marketing funnel will produce compounding results. Bottom line.
Clymb Marketing is here to help!
Once again, our mission is to empower you to multiply the value of each customer who comes into your marketing funnel. Really, we consider ourselves the marketing extension of your business.
Since our promise is to provide you with ongoing value, we’re not going to stop with these 7 steps that optimize the value of your customers.
Want to take the next step? Click Here To Book A Discovery Session With Our Team
- Spend way too much on advertising and PPC and want to gain major ROI.
- Need a marketing funnel to double leads and optimize customer value.
- Have a marketing funnel, but need to nurture relationships and maximize profits.
- Want content marketing that establishes expertise, provides value, and results in sales.
- Don’t have an online presence or have a website that isn’t working, and need to establish dominance on the Internet.
No matter where you are, we’ll help your business Clymb.