automate your marketing

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Automate Your MarketingPlanning ahead to convert and keep

Nations, Dennis

"Dress to impress" doesn't make much sense for this topic...need something else. LOVE the "convert and keep" piece...maybe one more thing about the automation piece?

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

Marketing has changed.

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1. Marketing for today

Marketing then.

Marketing now.

FindConvertConvertKeep

You receive...

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Automation tools are good for you and them

Your customers receive...

Clicks & downloadsBring visitors to the doorPrompt reservationsEncourage calls

Coupons & discountsVideos, guides, e-

books

Support & assistance

Information & tips

91% of people check their email daily

Source: Litmus

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82% sign up for

email on brand

websitesSource: Litmus

72% sign up

expecting discounts

Source: .slideshare.net/bluehornetemail

$44.25 average return for every $1 spent on email marketing

Source: salesforce.com/blog/2013/07

3x higherconversion rate

than social mediaSource: forbes.com/sites/mckinsey

Email marketing:

Agenda

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1.What is an automation campaign?2.How do you know if you should use

one?3.How to use it the right way4.Next steps

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Automation campaigns can help send what you wish you had the time to send.

1. What is an automation campaign?


Autoresponder

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Welcome!

Autoresponder works while you do.

How does it work?

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Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a listA birthday email can be sent in advance of one’s special day

A special message can be sent in advance of milestone date

In a series, previous email sent triggers next in queue

When a contact is added to a list

Birthday event

Anniversary event

Previous email

Actions that trigger emails to send messages to new subscribers:


Automation

List Join Triggers

Welcome Emails

Autoresponder Date Based

AnniversaryBirthday

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Date-based automation

List Join automation

Series of messages sent to new subscribers

Messages initiate when prospects join

mailing list Triggered by subscription

One message sent to existing customers Messages initiate on

special dates/occasions

Triggered by data in contact record

Created in advance for marketing Short, sweet & evergreenContains onecall-to-action

EmailWebsite

Social Media

Make a lasting impression. Every time.

Offer an incentive to join your mailing list – then make it easy


They subscribe!Autoresponder

delivers incentive immediately

Subscriber takes action by

redeeming coupon

Agenda

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one?3.How to use it the right way4.Next steps5.How to grow your list

2. How do you know if you should use one?

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If you answer ‘yes’ to any of these questions…Autoresponder may be right for you

Do you send the same introductory information over & over?Do you neglect to send information to new subscribers?Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately?Do you have specialized sub-audiences with varying interests?Do you want to celebrate customers’ birthdays?Do you want to send annual reminders?

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60%

Source: Fleishman-Hillard ChiefMarketer.com

higher open rates reported when new subscribers received Welcome Email

89%

of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns.

Agenda

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one?3.How to use it the right way

a.Identify the goal of an autoresponder series

b.Segment contact list c.Use evergreen contentd.Determine the timing

4.Next steps5.How to grow your list

3. How to use it the right way

Identify the goal. Strategize.

3a. Identify the goal of an autoresponder series

A B

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3b. Segmentation

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Segment lists by your audience’s interests

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Event Announcement s

Free Shipping

Special Offers and Discounts

Free Shipping

Free Shipping

New Product Announcements

Event Announcement s

Pr o ject G uides, Blogs

G ene r alized I nt e r est


Free Shipping


G en er alized I nt e r est

New Product Announcements

G e ner a lized I n t er es t

Pr ojec t G u ides, Blogs

New!Regular customers or donors

VIPs

Segmentation and targeting...

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2. Make what you have work for you

Seasonal customers or supporters

3c. Use evergreen content

Identify what you can offer - you have plenty

Record a video series via

smartphone

Coupons, promo codes, consultations

or gifts

A special recipe

Highlight products, services, employees

with imagesShare a collage of

photos Link to an

informative blog post

Access to an e-book, webinar or

podcastA handout, cheat-sheet or How-To

guide

Tell your story in installments

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3. Timing Best Practices

Scheduling your messages.

Weekly?Monthly? Bi-

weekly?Occasionally?

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S M T W T F S1 2 3 4 5

6 7Regular

Newsletter

8 9 10 11Spring Patterns

Promotion - $3.99/2 patterns

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13 14 15 16 17 18 19

20 21Subscribed:

Welcome Email 2 free patterns

22 Share social

media networks: YouTube, Facebook, Pinterest,

Instagram & Our Company Story

23LJ Partners

Reseller Program & Links & Sew

Powerful Charity Foundation -

Zambia

24Introduction to Pixie Packs & Pixie Perks

Rewards Program

25“Buy 2 Get 1

Free" coupon for $3.99 patterns,

Promo Code: onetimegift

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27Regular

Newsletter

28 291 week follow-up

+ link to free tutorials

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Autoresponder Strategy Calendar – Liberty Jane Clothing – B2CNew Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/promotions

Autoresponder Series

S M T W T F S1 2

Regular Newsletter

3 4 5

6 7 8 9 10 11 12Subscriber joined today

13 14Learn How to Gain Contacts & What Content to Write

15 16 17 Subject Lines & Goal-Oriented Strategy

18 19

20 21 22 Simple Messages + Integrating Email into Marketing Plan

23 24List Building Mastery Class Code

25 26

27 28Regular

Newsletter

29 30


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Autoresponder Strategy Calendar – Building Aspirations – B2BNew Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/promotions

Autoresponder Series

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3. How to use it the right way

Remind that they subscribed – provide clear way to unsubscribe

Tell them how many emails they can expect

Set email to send immediately after joining

Offer an attractive ‘Thank You’ offer in initial email

Neglect to remind them, neglect to include clear way to unsubscribe

Send a lot of info in one email they have to sift through

Forget to create this ‘evergreen’ immediate follow-up message!

Forget to introduce your brand with your colors, logo, from name & mission statement

Do these... Do not do these...

Agenda

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one?3.How to use it the right way4.Next steps5.How to grow your list

5. Next Steps

Next Steps

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1.Determine how automation could be used

2.Identify call-to-action goals3.Create segmented lists4.Use evergreen content 5.Determine the timing

5. Next Steps

1. Start with what you’ve got

• Growth takes time• Growth is an ongoing process• Efforts must be organized & consistent

• A combination of traditional and modern methods are most successful

Growing your list sounds complicated but it doesn’t have to be if you understand.

SALONBELLA

Use Text-to-Join to collect contacts

SALONBELLA

• Text WECOACHTHEPROS TO 22828

Ask. Wherever you are.

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3. Collect more from everywhere you are

Explain the benefits of subscribing & provide signup form Include Sign-up Form URL in online listings in “about/menu”Install a Sign-up Form App to FBCreate fun posts with a request to subscribe –try using images alsoInclude a Sign-up form URL in profile bioCreate a beautiful image detailing how to subscribe – include link in comment

Website/Blog

Online ListingsFacebook Business PageSocial media platformsInstagram

Pinterest

Bio pages Include a Sign-up form URL in profile bios to gather most interested subscribers

Not sure what to offer as incentives?

3. Collect more from everywhere you are

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Gift, swag Percentage off Special Offer Code

E-book, whitepaper, guide

Exclusive Video Link On site service

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4. You’ve got the email address, now what?

79%

Source: Fleishman-Hillard

of consumers said they Like or follow brands for information about the company

89%

of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns

Next Steps

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1.Everything in its place2.Create segmented lists3.Collection methods ready &

functioning4.Create and schedule Welcome

Emails 5.Repeat

5. Next Steps

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•You really can do this!•One toolkit. One login.

76%

of people read email

on their phones

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3. Consider desktop & mobile

67%

of b2b workers view emails on their phone

64%

of key decision makers read emails on mobile

Source: 60secondmarketer.comSource: Marketing Sherpa

My Upcoming Seminars & Training

www.WeCoachSalesPros.com11:30am-1pm

Wednesday July 20th

Content Marketing: What to Say and How to Say It

10am- 11:30pmTuesday August 9th

6 Steps To Scale your business


All the channels that matter.Email. Mobile. Social.

Grow with Constant Contact

All the marketing campaigns you need together in one place.

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Start where you areStart where you areAnd where your customers andrelationships are.

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Get started today…WWW.MakeBankWithU

s.com

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Questions?


We Coach The Pros

facebook.com/wecoachthepros @wecoachthepros

"We provide our motivated clients money making processes.

So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”