Greg Hickman, Founder and CEO of System.ly gave this Social Media Marketing World 2018 presentation. He provided a fast pace, content heavy presentation on how to scale your systems to draw more clients with less work. I was not able to capture everything, but I can assure you it was good.
Leverage Systems
Hickman stressed that to scale your business, it was essential to have a system. The system had to address three major functions:
- Connecting
- Converting
- Serving
In order to scale effectively, you could not do custom jobs for everyone. Every project built from scratch introduced scope creep. This increased the cost of a project in terms of time and money.
If you had an influx of new clients, could you adequately support them? I don’t know about you, but I could not do it because everything I do at this time is custom. As I develop as a business, I will be reviewing and systemizing my processes.
Fill Your Pipeline
As Hickman discussed customer pipelines, he asked what kind of pipeline we had:
- Nonexistent
- Leaky bucket
- Trickle
- Steady flow
- Lots of Leads
Volume leads to more opportunities to closing and paid traffic. To improve your pipeline, Hickman wanted us to focus on three principles:
- Know our path to purchase.
- Perfect one traffic source. A traffic source had these elements:
- Target
- Offer
- Conversion source
- Traffic
- Build a modular mindset. How does A impact B, how does B impact C, etc.
He suggested that we focus on perfecting one client journey. This was the journey from entering the channel becoming a lead, converting to a prospect, and becoming a client.
Keys to Conversion
- Filter for ideal client
- Control how prospect shows up
- Master one conversion method
- Know your numbers
He showed a great example of using video and tasks to help shape the right prospect.
There was a lot to digest in this presentation. I understand the essence and could explain it to someone, but it is hard to put into a blog post. He is not the first to emphasize the need to create a niche and systemize the processes.
