Alistair Wilson How to build a system that generates new business on autopilot
Digital Business Transformation
Alistair Wilson
Alistair Wilson How to build a system that generates new business on autopilot
How to build a system that generates new business on
autopilot
Alistair Wilson How to build a system that generates new business on autopilot
SESSION AIM
Learn how to build a powerful system that builds your business whilst you sleep.
Know why you need a system, not a website
Know what tools you need within your system
Alistair Wilson How to build a system that generates new business on autopilot
SESSION AIM
Build one of these that produces qualified leads.
Alistair Wilson How to build a system that generates new business on autopilot
SESSION AIM
Convert Leads to
Customers
Attract The Right Audience
Nurture Audience to
Leads
Alistair Wilson How to build a system that generates new business on autopilot
Know your numbers
Alistair Wilson How to build a system that generates new business on autopilot
KNOW YOUR NUMBERS
I want 10 new clients
Alistair Wilson How to build a system that generates new business on autopilot
5 Enquiries = 1 Client
(20% Enquiry > Sales Conversion)
Generous?
KNOW YOUR NUMBERS
Alistair Wilson How to build a system that generates new business on autopilot
Customer Lifetime Value (CLV)
KNOW YOUR NUMBERS
Average Transaction
Value
Average Number of
Transactions×
Alistair Wilson How to build a system that generates new business on autopilot
Customer Acquisition Cost (CAC)
KNOW YOUR NUMBERS
What you pay to acquire that client.
Alistair Wilson How to build a system that generates new business on autopilot
Before:
1.0 With a Website
Alistair Wilson How to build a system that generates new business on autopilot
1.0 WITH A WEBSITE
WEBSITE
Stranger
Enquiry
Alistair Wilson How to build a system that generates new business on autopilot
<1%1.0 WITH A WEBSITE
Alistair Wilson How to build a system that generates new business on autopilot
$92
1.0 WITH A WEBSITE
Acquiring visitors
$1 Converting visitors
Alistair Wilson How to build a system that generates new business on autopilot
5,000∴
visitors / month
1.0 WITH A WEBSITE
[ 5000 > 50 > 10 ]
Alistair Wilson How to build a system that generates new business on autopilot
Stranger Client
1.0 WITH A WEBSITE
Alistair Wilson How to build a system that generates new business on autopilot
After:
2.0 With a System
Alistair Wilson How to build a system that generates new business on autopilot
FUNNEL
2.0 WITH A SYSTEM
Stranger
Enquiry
Alistair Wilson How to build a system that generates new business on autopilot
2.0 WITH A SYSTEM
Alistair Wilson How to build a system that generates new business on autopilot
>10%2.0 WITH A SYSTEM
Alistair Wilson How to build a system that generates new business on autopilot
∴visitors / month
500
2.0 WITH A SYSTEM
[ 500 > 100 > 50 > 10 ]
Alistair Wilson How to build a system that generates new business on autopilot
∴visitors / month
500
2.0 WITH A SYSTEM
[ 500 > 100 > 50 > 10 ]
Alistair Wilson How to build a system that generates new business on autopilot
Stranger
Client
2.0 WITH A SYSTEM
Alistair Wilson How to build a system that generates new business on autopilot
Buyer’s Journey
Alistair Wilson How to build a system that generates new business on autopilot
3BUYER STAGES
BUYER’S JOURNEY
Alistair Wilson How to build a system that generates new business on autopilot
AWARENESS
CONSIDERATION
DECISION
BUYER’S JOURNEY
Alistair Wilson How to build a system that generates new business on autopilot
BUYER’S JOURNEY
Has a problem Chooses a solutionUnderstands the problem
Alistair Wilson How to build a system that generates new business on autopilot
BUYER’S JOURNEY
“My feet always hurt after running”
Alistair Wilson How to build a system that generates new business on autopilot
BUYER’S JOURNEY
“What is it?”<700 words
Alistair Wilson How to build a system that generates new business on autopilot
BUYER’S JOURNEY
“I need a way to lose some weight to make
running pain free”
Alistair Wilson How to build a system that generates new business on autopilot
BUYER’S JOURNEY
Alistair Wilson How to build a system that generates new business on autopilot
Stranger
Client?
BUYER’S JOURNEY
Alistair Wilson How to build a system that generates new business on autopilot
IMPORTANT!!
Who am I?
BUYER’S JOURNEY
Alistair Wilson How to build a system that generates new business on autopilot
Target Customer
Alistair Wilson How to build a system that generates new business on autopilot
= Niche+ Unique story
Same goal (10kg)
TARGET CUSTOMER
Alistair Wilson How to build a system that generates new business on autopilot
Target Customer
Unclear Clear
“________ women between _____ that _______ more than _____ per _______”
“Women in 40s”Business
40-50travel
twice month
TARGET CUSTOMER
Alistair Wilson How to build a system that generates new business on autopilot
Exercise: Buyer Persona
STORY
PROBLEMS
CONSEQUENCES
GRANDAD GRAHAMAge: 50-60 / Career: Professional Services Activity: Weekend Warrior
GOALS
FEARS
NEEDS
TARGET CUSTOMER
Alistair Wilson How to build a system that generates new business on autopilot
Exercise: Customer Interview
HOW DOES GRANDAD GRAHAM DESCRIBE
WHAT I HAVE HELPED HIM OVERCOME?
TARGET CUSTOMER
Alistair Wilson How to build a system that generates new business on autopilot
Next, the main thing!
How do we attract and convert more grandad grahams
TARGET CUSTOMER
Alistair Wilson How to build a system that generates new business on autopilot
The Funnel
Alistair Wilson How to build a system that generates new business on autopilot
THE FUNNEL
Stages in the system
TOP
BOTTOM
MIDDLE
HELP
SELL
NURTURE
Alistair Wilson How to build a system that generates new business on autopilot
AUTOMATION
Nurture
ADVERTISING
Pursue around galaxy
LANDING PAGES
Convert
WEBSITE/BLOG
Attract & Engage
ANALYTICS
Know what works
THE FUNNEL
Cogs in the system
SOCIAL & OUTPOSTS
Get Found
SALES SYSTEM
Close
Alistair Wilson How to build a system that generates new business on autopilot
THE FUNNEL
Incremental Value in the system
Facebook Follower
New Client
VALUE
>>>>> TIME IN FUNNEL >>>>
Alistair Wilson How to build a system that generates new business on autopilot
THE FUNNEL
Let’s Design It [WHITEBOARD]
Alistair Wilson How to build a system that generates new business on autopilot
Choose Your Weapons
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
In your toolkit
AUTOMATION ADVERTISINGLANDING PAGESWEBSITE/BLOG ANALYTICS
Links to Tools
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
Main Website/Blog Options
DO NOT USE
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
Main Website/Blog Options
Power Flexibility Plays Nice
Simplicity Ease Cost
Security
Cost Complexity
Maintenance Easily Broken
Limitations Plays Nice
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
Main Website/Blog Options
OR
+Blog Website
blog.yourwebsite.com www.yourwebsite.com
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
Analytics
+What Why
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
The Most Important Thing
CONTENT
Alistair Wilson How to build a system that generates new business on autopilot
CHOOSE YOUR WEAPONS
Quick Content Strategy
1. Define persona 2. FAQs = Articles 3. Cornerstone x 2 4. Premium Piece x 1
Alistair Wilson How to build a system that generates new business on autopilot
Clarity is Powerful
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Longtail Keywords
CLARITY IS POWERFUL
Heavily Contested
Lightly Contested
Alistair Wilson Digital Business Transformation
67,400,000
Short Long
CLARITY IS POWERFUL
Longtail Keywords
CLARITY IS POWERFUL
Alistair Wilson Digital Business Transformation
67,400,000
Short Long
479,000
CLARITY IS POWERFUL
Longtail Keywords
CLARITY IS POWERFUL
Alistair Wilson Digital Business Transformation
67,400,000
Short Long
479,000 379,000
CLARITY IS POWERFUL
Longtail Keywords
CLARITY IS POWERFUL
Alistair Wilson Digital Business Transformation
67,400,000
Short Long
479,000 124,000479,000
CLARITY IS POWERFUL
Longtail Keywords
Alistair Wilson Digital Business Transformation
67,400,000 ÷ 124,000 =
543 times more competition
CLARITY IS POWERFUL
Longtail Keywords
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Content you produce
80/20
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Content you produce
Got 10 articles
attracting 1000
visitors / month?
They’re probably
reading __ of your articles
80/20 2
Alistair Wilson Digital Business Transformation
CLARITY IS POWERFUL
What you measure
Customer Acquisition
Cost
Customer Lifetime
Value
Blog Article >
Lead
Lead >
Qualified Lead
Qualified Lead >
Enquiry
Enquiry >
Client
Value Per Subscriber / Follower etc
TOFU Channels:
Twitter Facebook Google Organic
Google Ads Facebook Ads
> Blog Article
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Channels you focus on
Focussed Not Focussed
A B A BC DE F
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Channels you focus on
Working?
Not working?
(Remember CAC)
Alistair Wilson How to build a system that generates new business on autopilot
CLARITY IS POWERFUL
Channels you focus on
Do more
Do less
Alistair Wilson How to build a system that generates new business on autopilot
THANKS
I am passionate about helping tiny service-based businesses unlock growth through digital, reach out if you need help.
www.alistairwilson.uk @alistairswilson
Alistair Wilson How to build a system that generates new business on autopilot
A LITTLE EXTRA
2 x Digital Business Reviews
www.alistairwilson.uk/mnu
Alistair Wilson How to build a system that generates new business on autopilot
TOOL LINKS
WORDPRESS TOOLS
X - Best Wordpress Theme on Themeforest
Godaddy - Domain Purchasing & Management
Siteground - Wordpress Hosting
OTHER TOOLS
HotJar Analytics - Get Free Account
Instapage - Easiest Landing Pages
Drip - Marketing Automation
Autopilot - Marketing Automation
Disclosure: Some of these links are affiliate links, but I only ever recommend tools I use and love.