Tyler Garns - Automation That Converts
•Télécharger en tant que PPTX, PDF•
1 j'aime•425 vues
This document discusses strategies for successful marketing campaigns. It emphasizes that automation alone is not a strategy and tactics are not a strategy. It explains that a successful strategy involves understanding where prospects currently are, where they want to go, and having a plan to help them get there. The document then outlines several key marketing strategies like the gap strategy, mountain man strategy, and "you win" strategy. It provides tips for identifying the right message and offers, tracking the right metrics, testing campaigns, and emphasizes that successful campaigns are built through a systematic strategic process rather than just tools.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Tyler Garns - Automation That Converts
Similaire à Tyler Garns - Automation That Converts (20)
Plus de Infusionsoft
Plus de Infusionsoft (20)
Dernier
Dernier (20)
Tyler Garns - Automation That Converts
- 1. Automation That Converts Tyler Garns Box Out Marketing, Inc The 6 Keys to a Successful Campaign
- 3. Free Report + Autoresponder Hot in 2009
- 4. Live Webinars Hot in 2010
- 5. Social Media Hot in 2011
- 6. Content Marketing Hot in 2012
- 7. Automated Webinars Hot in 2013
- 8. Mobile Marketing & Apps Hot in 2014
- 11. A tool isn’t a strategy
- 12. A tactic isn’t a strategy
- 15. “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"
- 16. –Johnny Appleseed “Type a quote here.”
- 17. How to get from where you are now to where you want to be in the future
- 19. 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?
- 20. 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?
- 22. Where are your prospects? • What pains do they have? • What’s their emotional state? • What is there level of desire?
- 23. 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?
- 25. The Gap Strategy
- 26. 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
- 27. Comfortable Retirement Own 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!
- 28. Mountain Man Strategy • Purpose: Build trust over time • When: As a follow up to email optin • Who: Service businesses or high priced products
- 86. “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
- 93. 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
- 102. Talk to your customers Call them Interview them Good Customers Bad Customers
- 103. 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?
- 104. 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?
- 105. S&J Example • Good Clients • Fair resolution • Needed someone to help me with the confusing process • Get medical bills taken care of
- 106. 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
- 107. How to Convey Your Message By Email
- 108. 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.
- 110. Again, know where your prospects are and where they want to go
- 111. 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
- 112. Reduce Buying Friction • Up-Down-Up Method • Beat Them To It Method • Free Trial Method
- 113. 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
- 114. 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
- 115. 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.
- 116. Track The Essentials
- 117. The Numbers Will Tell You What You Should Do
- 118. But You Have To Be Tracking Correctly In The First Place
- 119. What’s the most important metric?
- 120. ROI BY LEAD SOURCE
- 122. 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)
- 123. Test For Success
- 124. Split testing is like high school sex
- 125. …everyone’s talking about it, but no one’s really doing it.
- 126. Testing Must Become a Habit
- 127. Split Test Subject 1: How tradition may be hurting those you love Subject 2: Don’t shoe your horse until you know ALL these facts...
- 128. Results Version 2: 99% more clicks Version 2: 104% more optins 785 total new leads
- 129. 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.
- 130. 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.
- 131. Bonus Session 11 Big Ideas to Double Your Sales in 12 Months Tonight at 7pm Get a ticket at the Box Out Marketing Booth