Sales Metrics & Earn Rate - Charles George

Charles George - "Publish to Thrive"

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Publish to Thrive Radio Show
Welcome to the Publish the Thrive Radio Show. Every business owner can benefit from publishing their knowledge. Whether you are creating content for social media, blog posts, videos, podcasts, newsletters, books, or other types of premium content. Everyone is a publisher.  Publishing helps you reach new prospects, strengthen relationships with current customers, and create additional revenue opportunities.

I'm your host Charles George. I am a digital direct marketer and copywriter. For about 20 years, I have consulted with businesses on creating marketing campaigns that reach new customers and sell more to their current customers. Today, I focus on building profitable online audiences and brands.

Show Objectives
Today we are going to talk about sales metrics, revenue, profit, and scaling a company in today's online world.  If you are looking to build a scalable business online, then this show will reveal the metrics that allow you to scale your business to whichever level you desire.

In 2013 Facebook released a pdf that talked about how to use Facebook pages to build your business. These same principles still apply today to building audiences, whether it's Facebook pages or any other online audience.

The three stages of building an online audience are Build, Engage, and then Amplify.  

Build, Engage, Convert –

So today, we are going to share metrics that relate to building and scaling an online business.
 
Key Issues
One of the things I do is I study direct mail letters from the past. I'm talking about companies that used direct mail as their primary marketing channel. These are long forms sales letters that can range from 4- 40 pages in length.

Now to write a sales letter that long that keeps people's attention and then sells a product is not necessarily easy.

Direct Mail Story of each direct mail package is a sales man for your business. So if we send 10 letters a day, 100, 1000, 10,000, etc.  This company started out, and after 8 years they were mailing 100,000 pieces of mail per day.
Think about this.

Today's equivalent online channel is email.

The Value of an Email List

Why does the size of your email list matter?
Whether you scale a direct mail campaign or an email campaign, the metrics are very similar.  

Both have to do with understanding your metrics.
 
 
Segment 2 - What You Need to Know

• Build  Stage- during this stage we are identifying our ideal audience and then taking them from suspects to prospects. We are getting people
• Identify our audience  -  Identify the email lists and Facebook interests that we are going to target
• Cost per click –  The cost of each click on an advertisement.
• Cost per lead – How much it costs to purchase to acquire a lead or email opt.
• Landing Page Conversion Rate – The percentage of people who land on a page and then become a lead.

 
Segment 3 –

• Engage – This phase is about building the initial trust
• Email Open Rates – the average percentage of people who open your email rates over time.
• Email Click Through Rates – The average percentage of the total number of people who open your email
• Unique Open Rates – This is where each person is only counted once. Expressed as a percentage
• Unique Click Through Rates  - Each person is only counted ounce of the total number of people who click on a link in your email
• Unsubscribe Rate- percentage of people who unsubscribe. Track on a per email basis.
• Value of Email Subscriber to the Business –
• Value of each email sent

 
 
Segment 4- What You Need to Do​
 
Conversion Metrics
Cost to Acquire a Customer
Value of a Customer to Our Business
Value of Email Subscriber to Our Business
 
How often people purchase
Average Transaction Size 
Top 1-20% Value of a Customer
 
3 Types of Media Buying

• Buying Media for a profit  - This is phase one of media buying - With this level of media buying, we spend $1 to earn at least $2 or more.
• Buying media to break even - This is phase one of media buying - With this level of media buying, we spend $1 to earn $1.
• Buying media at a loss - This is phase one of media buying - With this level of media buying, we spend $1 to lose at least $1 initially.

 
About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR
  
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Written by Charles George
About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR

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