Download - Nadine Larder - Printer Bees
• Don’t be the person whose cell phone rings
• Downloads available
• Questions - Love them!
Housekeeping Items
About Nadine• Corporate technology sales, Silicon
Valley
• Always an entrepreneur
• Corporate America was my business school
• Self sworn to never have a JOB
• “Mompreneur” to 5 children
Small Business Owner• Founded IntelliSell - Sales Training
Consulting/Recruiting
• Clientele: Creative Labs, Lucent, Netcom, Nortel, etc.
• 9/11 last day in business
• Career change to real estate through 2007
• Expertise in small business/real estate marketing
PrinterBees Est. 2008• One Stop Marketing Shop For Small Business
• Serve Realtors® & small business owners
• Businesses need marketing to survive
• PrinterBees IS a marketing department
• Marketing in a recession
• Design, Print and Promotional Marketing
Why We Do It
PrinterBees special ingredient!
Before and After
Before Infusionsoft
• 3 Years in Business | 1166 Contacts
• Using iContact to manage email list Open rates under 5%
• Prospects and clients going in to a black hole
• Repeat business dismal based on lack of follow-up
3 Years Later• 6 years in business | 13,000 qualified leads
• Repeat business makes up 50% of current business
• List quality is outstanding | Higher open rates (25-40%)
• No need for additional headcount to manage leads
What We’ll Cover
• How Infusionsoft can change your life/business
• Creating opportunities to follow up
• Putting Infusionsoft working for you
• Building your list: quality vs quantity
• How to get more repeat business
The Secrets Of How We
Added
11,834 qualified
quality leads to our database in
3 years
We Manufacture Follow Up Opportunities
• Print Samples
• New Customer Coupon Campaign
More Opportunity • Real Estate Marketing
Magazine
• Provides valuable information and downloads
• A reason to come back
• The cost for subscription:An email address
Creating Opportunity • SMBSmarts.net - The Secrets I Share With My
Friends
• Provide Value
• Social Media
Increase Your Business Instantly With Targeted Follow Up
• People ordering print samples = In the market for printing
• Subscribers to REMM = Realtors® who want to market
• Subscribers to SMBSmarts = SMB owners looking for help
• Printing coupon download = About to purchase printing
• Expired listing download = Agents marketing expired listings
Switching OnThe Lead Machine…
More LeadsMore Opportunity to Follow
Up• Warm leads vs. cold calling
• Following up vs. invading the inbox
• Highlights brilliant customer service
• Repetition, recognition, familiarity and branding
• Relationship building
Possible Lead Sources• Downloads
• Coupons and offers
• Changes in laws or guidelines - spoon-feed it!
• Something of value to a specific type of lead
• Anything the perfect customer will pay for with an email address
• Networking events
• Anything that provides the opportunity to follow up!
More Hooks = More Leads
• Start with one hook and add more hooks over time
• Rome wasn’t built in one day
• Started with one and just kept adding to create more opportunity
You have leads...Now what?
Who Follows Up?
• The percentage of people who follow up is dismal
• Your competition isn’t likely following up
• 7 Realtors® to find one who would follow up
• Automating your follow up will make follow-up happen
• PrinterBees had no follow up before Infusionsoft
Put Infusionsoft In Charge• Put it to work like you would an employee
• Make Infusionsoft responsible for follow-up
• Do it one step at a time (set it and forget it)
• As you follow-up on leads, create templates in Infusionsoft
• Dedicate one afternoon a week to work on your business instead of in it.
• Start with something simple - New Customer Coupon
Training Infusionsoft• Identify the opportunities in your business that would benefit
from follow up
• Where are you not following up currently?
• Make a list of everything that doesn’t require human intervention
• Which tasks within your business are repetitious?
• What is the same about every transaction?
• What can be delegated?
• Where are the black holes in your business?
Post Sale Follow Up• Every client receives a “welcome” email from an
account manager at PrinterBees
• Post sale email answers all FAQ’s
• Anything we can do to avoid phone calls
• Customer always updated on the status of the order
• Invitation to buy again with a repeat customer coupon
• Reminder before coupon expires results in many repeat orders
The Steps…• Thank you for your order
• You should have your proof by now..did you receive it?
• Going in to production
• Shipped, it should arrive by:
• Did you get your shipment?
• How’s the product?
• Here’s a coupon, please come back
• Your coupon is about to expire
Making The Magic Happen
My Top Infusionsoft Tools
• Templates
• Campaign Builder/web forms
• Follow-up sequences
• Note sequences and tasks
• Tags
Templates
• Templates is where you should always hang out
• Anything that is repetitive should be in templates
• All marketing messages belong in templates
• Name templates so they are easy to find
Campaign Builder
• Provides structure and direction
• Use web forms to collect your leads
• Embed forms on to your website and blogs
• “Self-serve” lead generation
Campaign Builder
Follow-up Sequences
• Use follow up sequences to follow up on every lead that enters your database
• Model your sequences after what you perceive is the “perfect” follow up
• Turn them off, once the prospect has converted to customer
Print Sample Campaign
2,473% ROI
Note Templates/Tasks• Note templates can kick off a series of events
revolving around the perfect follow up scenario
• Provide call scripts in note templates so team knows exactly how to execute the perfect follow-up
• Note templates to remind and alert the team
• Scheduling tasks as part of the follow up reminds the team, “it’s time to pick up the phone”
• Integrate print media
Tagging
• Tags segment your list
• Realtors®, small business owners, consumers, affiliates
• Tag according to how you want to market
We Keep It Personal• People do business with people they know
and like
• Corporate communication is “corporate”
• People connect with other people
• Customers feel like they matter when they have a direct contact at your company
How To Approach Your List
• Court your prospects, it takes time
• Dating before marriage
• Warming the list
• Familiarity
• Relationship building gains trust: Shows respect the boundaries of the inbox
It’s Not About You…• Email marketing should be about what’s in it for
the customer
• Needs to solve the customer’s problem
• Customer doesn’t care about you or what you’re selling
• Customer’s only care: Does your product solve their problem?
• Your job: Solve the customer’s problems
Building A Quality List• The quality of your list determines the quality
of your leads and your ability to convert
• List quality determines customer quality
• Quality comes from an organically grown list
• Improve list quality with tags
• Email blast based on tags, customer type, etc.
Quality Over Quantity
• The value in your list is in the quality, not the quantity
• The marketing message needs to match the audience
• List segmentation is key to email marketing success
• Different customer types
Integrate Print Media
• Have a mailing address? Use it!
• You have their attention, keep it while you can
• Many people have junk email accounts
• Meet prospects where they are based on what they share
Infusionsoft Integration Ideas
• Mechanic
• Hair Stylist
• Real Estate
• Retail Store
• Direct Marketing
• Job Hunting
Experience PrinterBees
• Experience our marketing by becoming part of it
• No spam! Unsubscribe anytime
• Register for a coupon code - duplicate our system
• Request print samples: Experience print marketing automation
• Use it as a roadmap for your own business
What I Know For Sure About Small Business
• No List = No Business
• No Marketing = No Business
• Building a list should be a #1 priority
• Small Business Owners must learn to delegate
• Too much to do, not enough time to do it
• Marketing gets put on back burner
• Consistency is a struggle
The Secrets Are All In The Book Including Infusionsoft
• www.SmbSmarts.net
• Step by step guide
• Everything you need to be thinking about as an SMB
• How to market
• How to build your list
• Hiring that leads retiring
Questions
Nadine J Larder
www.SmbSmarts.netAvailable On Amazon
Includes a FREE Wine Glass orCoffee Mug!