tyler garns - automation that converts
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Advanced Track - ICON14TRANSCRIPT
Automation That Converts
Tyler GarnsBox Out Marketing, Inc
The 6 Keys to a Successful Campaign
Automation is
NOTa Strategy
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Free Report + Autoresponder
Hot in 2009
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Live Webinars
Hot in 2010
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Social Media
Hot in 2011
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Content Marketing
Hot in 2012
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Automated Webinars
Hot in 2013
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Mobile Marketing & Apps
Hot in 2014
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Tacticsvs
Strategies
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What’s Your Strategy?
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A tool isn’t a strategy
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A tactic isn’t a strategy
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AUTOMATIONisn’t a
strategy
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What is STRATEGY?
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“a plan of action or policy designed to achieve a major
or overall aim or a high level plan to achieve one or more goals under conditions
of uncertainty"
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–Johnny Appleseed
“Type a quote here.”
How to get from where you are now to where you want to be
in the future
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BusinessStrategy1
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Where are you?• It all comes down to key metrics
• What’s your monthly revenue?
• How many monthly new leads?
• What’s your conversation rate?
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Where do you want to go?
• What resources do you have to get there?
• How will you employ those resources?
• In what areas of your business should you focus to get the desired results?
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Marketing Strategy2
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Where are your prospects?
• What pains do they have?
• What’s their emotional state?
• What is there level of desire?
Where do they want to go?• How will your product or service help them
get there?
• Are you talking about your product or service in a way that they can make the connection?
• Is your message strategically moving them from where they are to where they want to be?
3 Marketing Strategies
The Gap Strategy
The Gap Strategy• Purpose: Help the prospect realize that they
NEED your service to get from where they’re at to where they want to be
• When: In face-to-face selling situations or via video (not good via email)
• Who: Service businesses
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Comfortable RetirementOwn home
Not have to work
$60k/yr * 30yrs = 1.8M+ $500k home
=2.3M
$50k savings
$100k annual salary
$2.3 M
Save $50k for 10 yrs
$500k
$200k in home equity
$100k in 401k
55 yr old man
$950k
$1.35M
Stock MarketRetirement AccountsBondsStart own businessIt’s too lateYou’re screwed!
Mountain Man Strategy
• Purpose: Build trust over time
• When: As a follow up to email optin
• Who: Service businesses or high priced products
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Mountain Man Strategy
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“You Win” Strategy• Purpose: To qualify leads in a way that makes
them feel like they’ve won something special
• When: Lots of traffic, need to filter the good from the bad. Or when you have limited staff and need to focus on best leads first.
• Who: All
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Steps to “You Win”• Create custom fields for all responses
• Create an action set that “Sets a field to a specific value” for each option for each response
• Set up your decision node to handle each option
• Run the action sets in the sequences
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IdentifyYour Message3
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Talk to your
customersCall them
Interview themGood CustomersBad Customers
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Ask Strategic Questions• Before you purchased, what were you looking
for?
• Describe the problem you were trying to solve.
• Where did you look to find solutions?
• What feelings were you experiencing?
• How was your personal life affected?#ICON14 @boxoutmarketing
Ask Strategic Questions
• If you had chosen a competing product, which one? Why?
• What could be better about our product?
• How do you feel now that your problem is solved?
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S&J Example• Good Clients
• Fair resolution
• Needed someone to help me with the confusing process
• Get medical bills taken care of
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S&J Example• Bad Clients
• Someone to fight for me
• Needed to get out of a terrible financial situation
• Get back at who did this to me, revenge
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How to Convey Your Message By Email
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Email Writing 101• Who is it coming from? (make the connection)
• Use pattern interrupts
• Send personal emails based on behavior
• “I noticed you visited our website…”
• The Power of One
• Write to one person, not the list. Be specific about who that person is and write the same way you would to that person.
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IdentifyThe Correct
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Again,know where your prospectsare and where they want
to go
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Bad Offers• Opt In for a free report on a site that sells
movie tickets
• Watch an automated webinar from a company that sells iPhone cases
• Buy now at 10% off from a company that sells legal services
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Reduce Buying Friction
• Up-Down-Up Method
• Beat Them To It Method
• Free Trial Method
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Up-Down-Up Method
• Build up massive perceived value of your solution.
• Offer it at an irresistible price
• Have an upsell into a higher priced product/service
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Beat Them To It Method
• Anticipate sales objections.
• Address them proactively.
• Then when you extend your offer, there’s no reason for them not to buy
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Free Trial Method
• Offer a way for your prospects to get the benefit of your product or service without having to pay for it.
• Ensure they get the benefit and that they’ll have to start paying to continue receiving the benefit.
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Track The Essentials5
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The Numbers Will Tell You What You Should Do
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But You Have To Be Tracking
Correctly In The First Place
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What’s the most important metric?
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ROI BY LEAD SOURCE
Other Key Metrics• Standard: Revenue, Leads, etc.
• Conversion: From stage to stage (by lead source & campaign)
• Cost Per Lead (by lead source & campaign)
• Customer Acquisition Cost (by lead source & campaign)
• Retention (by lead source & campaign)
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Test For Success6
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Split testing is like high school sex
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…everyone’s talking about it, but
no one’s really doing it.
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Testing Must Become a Habit
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Split TestSubject 1: How tradition
may be hurting those you love
Subject 2: Don’t shoe your horse until you know
ALL these facts...
ResultsVersion 2: 99% more
clicksVersion 2: 104% more
optins785 total new leads
Testing Process• Start where you get the most traffic
• Do something drastic. Beware of the law of diminishing returns
• Use a tracking tool (Google Expirements) to measure responses
• Report your findings with your team.
• Success is contagious.
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Summary• Successful campaigns aren’t built in tools.
• They’re created through a systematic process of identifying where your prospects are and where they want to go and then helping them get there.
• Actually building your campaign is the last step after actually determining how the campaign will be successful.
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Bonus Session
11 Big Ideas to Double Your Sales
in 12 MonthsTonight at 7pm
Get a ticket at the Box Out Marketing Booth
Thank You
@tylergarns
www.boxoutmarketing.com