MailChimp vs Infusionsoft: How MailChimp is Holding You Back

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Mailchimp-vs-Infusionsoft

Mailchimp-vs-Infusionsoft

I’m often asked by people that are unfamiliar with Infusionsoft if they should pick it, or a simpler software like MailChimp for their email marketing. What these people fail to understand is the magnitude of the differences between these two applications.

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How Content Marketing Has Forever Changed How to Attract Clients and How You Can Take Advantage of This Shift

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Are you struggling to attract clients? Have you heard about Content Marketing, but aren’t yet sure what it is, or how to implement it? Would you like to be able to stop spending money chasing prospects and asking them to do business with you?

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Digital Marketing Strategy: Jim Palmer Shares Strategies That Double His Client Retention

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JIM PALMER 4IN X 6INX 300DPI X FC

JimP

How much do you think you could learn about email marketing from someone who’s known as The Newsletter Guru and has a list of 17,000? Probably quite a bit!

How much do you think you could learn about client retention from someone whose six month retention program doubles his retention rate? A lot!

I learned a ton during my conversation with marketing and business building expert Jim Palmer – including that he was the one to brand himself as The Newsletter Guru, and he suggests you should give yourself a tagline too.

Listen now and here’s what else you’ll learn:

  • (02:40) Introduction
  • (05:15) Jim’s two best ideas for customer attraction
  • (09:25) Overview of how he’s using social media
  • (14:20) Biggest customer retention mistakes
  • (16:30) Overview of how to over-deliver on value
  • (18:50) Overview of his retention strategy
  • (24:45) Overview of profit accelerator#1: Charge higher prices
  • (31:40) Overview of his advice for how to become a person of influence
  • (35:40) Jim’s tip on how to position yourself
  • (37:40) Overview of how to achieve higher profits by eliminating your sales prevention department

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Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

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About Jim Palmer

Jim Palmer.blue backgroundJim Palmer is a marketing and business building expert and host of Newsletter Guru TV, the hit weekly Web TV show watched by thousands of entrepreneurs and small business owners. Jim is also the host Stick Like Glue Radio, a weekly podcast based on Jim’s unique smart marketing and business building strategies. Jim is best known internationally as ‘The Newsletter Guru’- the go-to resource for maximizing the profitability of customer relationships.

Jim is the founder of Custom Newsletters, Incorporated, which is parent company of:

  • No Hassle Newsletters
  • No Hassle Social Media
  • Success Advantage Publishing
  • Concierge Print and Mail on Demand
  • Custom Article Generator
  • Double My Retention, and
  • NoHassleInfographics.com

Jim is also the acclaimed author of five books:

  • The Magic of Newsletter Marketing – The Secret to More Profits and Customers for Life
  • Stick Like Glue – How to Create an Everlasting Bond With Your Customers So They Spend More, Stay Longer, and Refer More
  • The Fastest Way to Higher Profits – 19 Immediate Profit-Enhancing Strategies You Can Use Today
  • It’s Okay To Be Scared – But Never Give Up
  • Stop Waiting for it to Get Easier – Create Your Dream Business Today

You can learn more and contact Jim at www.TheNewsletterGuru.com, call 800-214-6158 or email guru@thenewsletterguru.com

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Welcome to the Bright Ideas Community of Entrenpreneurs

How I Made $19,000 While Learning to Create My First Software Product – And What I Plan to Do Next

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Software

First, let me say this: I cannot write code – AT ALL.

Luckily, to be successful in software, I don’t need to know how.

My first attempt at creating software was a WordPress plugin that helps agencies connect with clients that don’t have mobile-friendly websites. I hired a developer to create the MobiLead Magnet for me.

To ensure that the developer built exactly what I wanted, I created a mockup that showed what every screen was supposed to look like and then created labels that described what each button would do when it was clicked. This didn’t require me to have any special technology skills, so no matter what your background is, you could easily create a mockup, too.

The plugin cost me about $1,200 to build and so far, I’ve sold about $20,000 worth of it. Given that this was my very first project, I’m pretty happy with the $19,000 profit earned so far.

The success of my landing page plugin has definitely increased my desire to improve the product and turn it into a fully featured Software as a Service (SaaS) app – and I’m very happy to say that is exactly what is going to happen—only this time, unlike every other venture I’ve been involved in so far, I’m not starting from scratch.

My Next Move in Software

A few weeks ago, I reached an agreement with the founder of ConvertKit.com to buy half of the company and in today’s post I’d like to share with you the thinking that went into this decision. I’d also like to invite you to come along for the ride as we attempt to grow this business from where it is today to our first goal of $30,000 a month.

Before we get into too many details, let me give you some background into why I think this particular business has so much potential. My hope is that when you see what my partner and I are doing, some of you will see ways that you might also get into the software business – even if you can’t write code to save your life.

5 Million Reasons to Love Software

Not so long ago I learned that Lead Pages had raised financing of $5M in a Series A round. I had heard the company was doing well prior to the round, however, I really didn’t think that a company making landing page software for Internet marketers would ever close a $5M round of VC funding.

I guess that shows what I (don’t) know!

Hearing this news made me think: if VC’s are backing a company with a SaaS app that makes creating landing pages easier to do, that must mean that some pretty smart folks see this as a market with HUGE upside, otherwise they wouldn’t have made the investment.

In case you aren’t familiar with the VC model, they are only interested in funding companies that can grow really big, really fast. Doing so involves huge risk (most fail); however, when the winners come in, they come in BIG TIME.

My First SaaS Business: a Software App for Marketing Agencies

BloggingImprovesInboundROI

(Source: Hubspot 2013 State of Inbound Marketing Report)

Longtime readers will know that I am the co-founder of a SaaS company currently in development. The software is designed for marketing consultants and agencies that want to profitably scale a “blogging for clients” service and helps them to significantly increase their productivity in this regard. It doesn’t even have a name yet, though we are getting very close to releasing the software to a select group of beta testers.

The thing that I love about the product that we are creating is that it is very much in sync with the massive increase in popularity of content marketing. For consultants and agencies, this represents a substantial opportunity to increase their retainer income by creating blog content on an ongoing basis for their clients.

The thing that is yet unknown about this is whether or not consultants and agencies will actually pay for the software that we are creating. We do have plans to take pre-orders, but we aren’t there just yet and I will feel a LOT more confident about the prospects for this business as soon as I have some pre-orders booked.

Normally, when I get into a new business, there is a lot of existing competition, so I have a very high degree of confidence that I’ll be successful. After all, if there isn’t any demand for a product, there wouldn’t be any competition, right?

“The existence of plenty of competition is a very clear indicator that customers are quite willing to pay for a solution and I believe there is always room for one more competitor”

With the SaaS app I mentioned above, we don’t really have much in the way of direct competition, and that worries me a bit. In the landing page space, however, there is a truckload of competition. This competition indicates a massive opportunity…plus a guarantee that people will actually pay for software that makes it easier to create landing pages.

My Second SaaS Business: Say Hello to ConvertKit

NathanBarryShortly after moving to Boise, I was introduced to a guy by the name of Nathan Barry. After meeting him for the first time, I came away from our meeting very impressed with how much Nathan had accomplished in his first year as an entrepreneur. To say that he’d made a success of himself is an understatement.

Nathan is an extremely talented designer, has written 3 books, has built a large following for his blog, and has extensive experience designing software. He is also the founder of ConvertKit.com, a SaaS business that makes it very easy for marketers to build a profitable audience. In fact, I highly recommend you follow along with our Audience Building Challenge.

As of this writing, ConvertKit has close to 100 customers and provides them with an auto-responder and responsive form creator. Did the world need another auto-responder with a form creator?

No, it didn’t need another one, it needed a better one, and that is exactly what Nathan has built.

The Product

There is definitely no lack of competition in the email marketing software space. The list of competitors includes names like Aweber, GetResponse, MailChimp, and many more. However, as I described before, wherever there is a lot of competition, there is also a lot of opportunity. To be successful, all one needs to do is create a product that is better than the incumbents for a well selected target market.

Notice that I said ‘well selected target market’. That is key. To attempt to go head-to-head with industry giants is generally a foolish move because there is simply no way to out-spend them.

However, when you are a scrappy start up that can make decisions and iterate quickly, there is also a substantial opportunity to pursue a niche market by creating a product, that for one reason or another, is better that what is currently available.

In fact, I’d go so far as to say that even if your product is only “just as good”, but your marketing message is better (for that niche), then you the odds that you will succeed are stacked in your favor.

Our Target Market

In our case, the niche that we are going to initially pursue is marketing agencies and consultants. The reason for this is pretty simple. Both Nathan and I have a fairly large following of these folks and we feel that we will be able to use this following to help us achieve our initial goal of $30,000/month in revenue.

Based upon the success of my MobiLead Magnet, I also know that consultants need a lot of help creating landing pages that will help them to attract more clients. To help them do this, one of the things we plan to add to ConvertKit is an updated version of the landing pages the MobiLead Magnet was designed to create.

While $30,000 a month might sound like a lot, in the grand scheme of things, a company that earns $360,000 a year is a very small company and we both believe that growing ConvertKit to this size is something we can achieve.

To help us get there, we intend to add features to ConvertKit that will make it a very compelling tool for our target customer and then use our marketing chops to attract enough customers to reach this first goal. Once we get to $30,000/month, we’ll have a very nice “lifestyle business” on our hands and will then need to make more decisions about our goals for the future, one of which will likely include our exit strategy.

Our Exit Strategy Options

exit-signOur goal with ConvertKit is to build a real business that generates a meaningful stream of predictable revenue (low 7 figures) and we anticipate that this will take us a number of years to achieve. The journey towards this goal will be filled with ups and downs, plenty of mistakes, wonderful lessons, and personal satisfaction.

In other words, it’s going to be a lot of work – and a lot of FUN.

When we achieve $1 million in annual revenue, the lifestyles that we will be able to enjoy will be fantastic and we’ll have done it by creating real value for our customers. At this point, I think that we’ll have much to be proud of.

We’ll also have some options for an exit that would not otherwise be available to us – and I’m sure that one of these options will be to sell the company for a healthy multiple of it’s revenue. If we were building a service business, as opposed to a SaaS business, the company would not likely be nearly as valuable because it would have lower profit margins and would not be capable of growing as fast as a SaaS company can – all else being equal.

I point this out, only because if you are building a company today, it’s very important that you begin to think carefully about how the business model (product or service) of company you are building now will affect your options to “exit” that business down the road.

The Team

As much as I like the product that Nathan has already built, the real reason that I bought into ConvertKit was because I wanted to build a landing page company and I want Nathan to be my partner.

ConvertKit is ideally suited to becoming a landing page company that also includes an auto-responder. Nathan has laid the foundation for that with what he built before I ever showed up.

I did consider some other options for developing a landing page company, but none of them included getting to work with a guy as talented as Nathan is – and, for me, that made buying into ConverKit the obvious choice.

The Opportunity That We See

It’s rumored that Lead Pages is currently doing about $250,000 a month in revenue. Having used their product, I can see why. They’ve made a terrific product that is very easy to use – and they’ve got a lot of traction with the Internet Marketing community as a result.

From a technical perspective, what they have created is actually quite simple and creating similar features in ConvertKit will not take us very long to do.

What Lead Pages hasn’t yet done is gotten traction with marketing agencies, consultants, and mainstream businesses (or if they have, they don’t promote that fact at all). They also haven’t build an auto-responder into their software so anyone that uses it must connect to yet another SaaS application. If you have been around online marketing for a while, this is no big deal. But if you are just getting started, it’s another point of friction in the user experience.

Think a bit of friction in the user experience is no big deal? Just tell that to Apple. Seems to me that there are quite a few people who are willing to pay extra for things that are incredibly easy to use.

SaaS30KTweet

Get ‘Em Young and Train ‘Em

When it comes to creating landing pages for mainstream small businesses, I think that the market potential is absolutely huge and for now, there is more than enough room for a number of competitors.

At the high end of the market, you have Unbounce. This is a very powerful tool, but it’s quite expensive and rather complicated to use. In my opinion the chances of a small business owner using it are quite slim.

There are plenty of existing plugins to create landing pages. I’ve tried many of them and they all seem to suffer from one limitation or another; and worst of all, they don’t really come with much in the way of pre-made templates. Without pre-made templates, there is more friction in the user experience.

I think that this is one of the reasons why Lead Pages has done so well with the Internet Marketing crowd. When I first signed into Lead Pages, the very first thing I noticed was how much effort they’d put into creating a fully stocked library of templates. Thanks to all the templates, I was able to create my first landing page in about 5 minutes.

By creating a product that serves the needs of customers who are just beginning to adopt online marketing, we believe that those customers will stay with us as they grow, so long as we keep developing more advanced features. That is one of the reasons that I quite like ConvertKit: thanks to Nathan’s design skills, it is very easy to use and is therefore ideal for people who are just starting out and don’t have to have to “read the manual” to get going.

Our Vision

With ConvertKit, our goal is to create an application that comes equipped with a wide variety of pre-made, yet completely customizable templates, all designed with the mainstream business owner in mind.

By giving these mainstream entrepreneurs a powerful tool to create high converting landing pages, as well as giving them a well designed auto-responder (so they don’t have to sign up for two different services and then figure out how to connect them), we feel that we’ll be able to get a lot of traction with them, and/or the agencies and consultants that serve them.

So What’s Next?

Building a successful business is not easy. The road to success with ConvertKit is going to be filled with highs, lows, and plenty of mistakes. To succeed, we are going to have to be smart and work our butts off.

If you’d like to come along for the ride, you’re going to get an insider’s view into everything we do – and we are going to share it all for free. It’s totally free and you don’t need to be a ConvertKit customer. To get each post emailed to you as soon as it’s published, sign up for the $30,000 mailing list below.

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How to Stop Getting Ignored and Break Through the Clutter in Your Prospect’s Inbox

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aren't you curious to see that this image says?

Back in 2010 when I first got started with email marketing, I thought I knew what I was doing. I embedded a form on my site, offered something of value for free, and people opted into my list.

Overnight, I fancied myself a highly sophisticated email marketer. My list was growing steadily, I was converting prospects to customers, and my revenue steadily increased.

Damn, I’m so smart….or so I thought.

The problem I began having was that my email open rates (how many people opened my emails) started to decline.

Why did this happen? Because I was sending everybody on my list exactly the same stuff, without stopping to check in with them on what they were actually interested in.

Oops.

Now that I have the benefit of hindsight, I can see that the huge mistake that I was making was that I wasn’t segmenting my list into groups of similar people.

The Power of Segmentation

If you are using your website to build a list of subscribers (prospects) and you aren’t segmenting them into groups, you are making a HUGE mistake. (If you aren’t yet even building a list, you are making an even bigger mistake!)

Assuming you want to create an engaged audience (and who would want a disengaged audience?), the reason segmenting your list is so important is that the only way to create engagement is to send out high quality content that is relevant to the wants, needs and desires of the people you are sending it to.

For example, if I was building a list by offering up a free training course on email marketing, some of the people on that list might be solo-preneurs just starting out, whereas others may be running a small company that is already doing email marketing and looking for ways to improve their results.

WHY IS SEGMENTATION IMPORTANT?

Do you think that both of these types of people (personas) would find value in exactly the same content?

Hardly. For the first group, they need the basics: how to set up and auto-responder, how to install a web form, etc…

If you sent basic information like this to the second group, what do you think would happen? You’d bore them to tears and they’d either unsubscribe or just ignore your emails.

The fastest way to kill your list is to send them content that is not relevant to their needs, wants, and desires.

WHAT HAPPENS IF YOU DON’T SEGMENT YOUR LIST?

ignore1When you don’t segment your list, you can’t send out content that is highly relevant and when your content is irrelevant, so are you.

Think about some of the lists you are on. Whose content do you value most? Why do you always open emails from these people?

Could it be that they seem to have a knack for always sending you content you find extremely helpful?

What do you do when their content ceases to be of value? At first, you probably just open fewer of the emails. Over time, if they don’t improve the relevancy of what they are sending you, chances are you are going to start regularly ignoring them, and, in the worst case (for them), you unsubscribe.

WHAT ARE THE BENEFITS OF SEGMENTATION?

When you take the time to learn more about the needs, wants, and desires of your subscribers, and then send them ONLY content that fits with what they’ve told you about themselves, you are going to see all sorts of benefits.

First – and most obvious – is the fact that your open rates are going to remain higher than they would otherwise be. When you have high open rates, you have an engaged audience.

The next major benefit will be that your audience will have a much higher propensity to share you content on their social networks. As you might guess, the reason for this is simple: the more helpful your content is to your audience, the more likely they are going to want to share it with others.

In fact, if you really want to be a rock star, make your marketing content so good that people would want to pay you for it. This is something that New York Times best selling author Jay Baer outlines how to do in his new book, Youtility. (If you’d like to see how Jay made his book such a huge success, I suggest you read a post about Jay’s success that was recently published by past BrightIdeas podcast guest Michael Gass.)

The final major benefit is that a more engaged audience is much more likely to trust you, and with increased trust comes increased revenue.

Getting Started with Segmentation

Segmenting your list need not be difficult. In fact, if you follow a similar strategy to the one that I’m about to share with you, segmentation will actually be the natural by-product of your digital marketing strategy.

WHAT TO ASK FOR

ask1The first step in segmenting your list is to determine your goals. In my case, I want to accomplish the following things:

  • Increased engagement
  • Increased social sharing
  • Increased revenue

Once you know your goals, you need to make a list of the things you want to know about your subscribers. What makes them different? What are they most interested in? What can they afford? What type of business are they in?

As you might guess, when you begin to learn this much about the people on your list, you can start to send them content that is a lot more relevant to their individual needs…and when you do that, your open rates (and subsequent conversions) can only go up.

TO MAXIMIZE CONVERSIONS YOU NEED TWO TYPES OF DATA

In order to segment my list, I ask direct questions. I also pay very close attention to the behavior of my subscribers.

In fact, I probably place more value on my subscribers’ behavior (at least initially) than I do their answers to my questions. The reason I track behavior so closely is because I believe I can learn a lot about each person by paying attention to what they DO as opposed to what they SAY.

EXTERNAL DATA

Whenever I ask a direct question, I am collecting external data. In my case, at the time of this writing, I ask my subscribers to answer the following four questions:

  • What are you struggling with most?
  • How much revenue does your business generate?
  • What kind of business are you in?
  • What do you want to learn about most?

When I have their answers, I have a much clearer idea of each of their needs, wants and desires.

The way that I collect this data is pretty straight forward. I put a web form under each video in my Conversion Tactics free training series.

INTERNAL DATA

Whenever a subscriber clicks a link, downloads a file or watches a video (etc), I track that activity. In other words, I pay very close attention to each subscriber’s behavior so that I can learn as much about them as possible. Armed with this data, I can actually adjust the frequency and type of messages I send to be better suited to their behavior. (I demonstrate this in a video later on in this post.)

Subscribers who are eager to watch everything unlock the next video right away; whereas subscribers that aren’t as engaged are reminded to take action several times, and then, as soon as they do act, the reminders stop.

This works so incredibly well that I often receive emails from new subscribers asking me how on earth I knew what actions they did (or didn’t) take!

(If you aren’t yet a subscriber and would like to see my marketing automation in action, become one now.)

OFFERING INCENTIVES IN TRADE FOR DATA

Not every subscriber is going to be willing to answer my questions and fill in a form on my site. Some will be in a hurry, some won’t yet trust me enough, some simply choose to remain more anonymous.

Regardless of their reasons, it’s just not practical to expect to get 100% of my subscribers to answer every question I ask. It is possible, however, to offer them additional incentives to get them to fill in my web forms.

For example, in video #1 of my Conversion Tactics video training series, I actually tell my viewers that I’m tracking how much of the video they watch, and if they watch it all, I will send them an additional bit of content that I know they will find extremely valuable. (I know the types of things that ALL my subscribers want because I carefully target my audience.)

In my case, because I use BrightIdeas.co as a platform to teach people about digital marketing strategy and marketing automation, the more transparent I am in my marketing funnel, the better my funnel actually works. The reason for this is that the vast majority of my subscribers are marketing consultants and they are looking to me to learn things that they can use to attract more clients for themselves – so much of what I’m “using on them” will actually work very well in their own funnels – and once they realize that, they become very engaged with my content.

TRACKING VIDEO ENGAGEMENT

Over the years, I have tested all sorts of ways to increase engagement with my audience. Of all of the things that I have tested, video is by far the most powerful tool for tracking engagement. There are several reasons why I think that video works so well in this regard.

First, when I put my face or voice on camera and then serve up that content to a new subscriber, they are going to be exponentially more engaged with me than if there were just reading a written post like this one. With video, they can see my face, hear my voice, watch my eyes and connect with me in ways that simply aren’t possible in a written post.

The other reason that I find video so powerful for tracking engagement is that I can actually track how much of my videos each subscriber watches and, depending on how much they watch, I can trigger additional automation to occur.

tracking-video-engagement

For example, in my funnel, if you watch 100% of each video (like I ask you to), then I’m going to send you the additional gifts that I promised you in each video. If you watch less then 100%, you don’t get the bonuses I talked about. If you click a link to watch a video and then don’t end up watching it, I treat you differently yet again.

In other words, by tracking how much of my videos you do or don’t watch, I can adjust the behavior of my automated campaigns.

Behavioral Marketing allows me to automatically adjust my marketing campaigns to match your behavior, creating a far more personalized experience with my brand.

MID-FUNNEL LEAD MAGNETS

A mid-funnel lead magnet is most often a free report that is offered to existing subscribers. Hubspot is among the best I have ever seen at doing this. The number of reports they offer for download to existing subscribers is nothing short of amazing.

Unlike the initial lead magnet whose goal was to capture the email address, a mid-funnel lead magnet’s goal is to tell me more about the things that my subscribers are interested in.

For example, if I offered up a free report on how B2B companies could generate more leads for their products and services, that would tell me quite a bit about what this subscriber is most interested in right now. Shortly after someone has downloaded this report, it would serve me when to send them to the sales page for The Best Buyer Formula (my training course on B2B lead generation).

Even if I didn’t have a product for sale to match that need, offering mid-funnel lead magnets is a very powerful tactic because people who are downloading a free report on lead generation (or whatever) are obviously quite interested in learning more about lead generation. If I didn’t have a product, I could either follow up with them to do some consulting, or – if I see that the report is downloaded often enough – I could create a product to match this need.

So rather than put up a web form that asks, “are you interested in learning more about lead generation?”, I could simply put up a form that said “enter you details to instantly receive a report on how to generate more leads”.

Regardless of whether I ask the question directly or indirectly, I’m still going to learn more about my subscriber and that is absolutely key to my being able to properly segment my list.

What To Do With Your Segments

Now that you have all this data about your subscribers, it’s critical that you put it to use, and there are plenty of ways to do this.

MANUAL FOLLOW UP

If you don’t yet have a library full of original content, the easiest and fastest way to leverage the knowledge you gain about each subscriber is to reach out and talk to them. When you engage in conversations like this, you are going to learn a great deal more about each subscriber, not to mention create a qualified sales opportunity.

CALENDAR APPOINTMENTS

One of my products is a mastermind group for marketing consultants and whenever I learn that a new subscriber is a consultant interested in growing their business, I make sure to give them the opportunity to go directly to my online calendar to book a time to speak with me about joining the mastermind group.  This approach works very well because by the time they actually get on the phone with me, each of my prospects has already been exposed to quite a bit of my content. My close ratio for these calls is north of 70% and the call they book is often the very first time I have ever spoken to them.

my-calendar

One of my past guests, Forrest Walden, CEO of Iron Tribe Fitness, reports even better results than mine. In his case, when a prospect comes into the gym for a face-to-face consultation, his trainers are able to convert that prospect to a customer 98% of the time!

ADDITIONAL (AUTOMATED) FOLLOW UP SEQUENCES

Regardless of how much I know about some people, they might not be ready to buy something right now. This is something that I keep in mind whenever I’m building the follow up sequence that is triggered when a certain goal is achieved. (Downloading a free report is one example of such a goal.)

For example, if a subscriber clicks a link to register for a demo of Infusionsoft (the marketing automation software I use to create my funnels and run my business), I make sure that over the next few weeks they receive links to the many interviews that I have recorded with successful entrepreneurs who also use Infusionsoft in their business. That way, even if they don’t actually attend the demo, they are going to continue to receive helpful content from me for a few more weeks yet.

Remember, as Jay Baer suggests: make your content so good people would pay for it!

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SALES OFFERS

Regardless of the type of business you are in, at some point in time, you should give your prospects (subscribers) a chance to become a customer. When you segment in the way that I have explained above, you are exponentially increasing the odds that they will want to buy and I strongly encourage you to ensure that you regularly give them the opportunity to do so. Additional manual follow up, calendar appointments, and more automated follow up are just 3 examples of how you can do this.

Let’s Review

  1. Segmenting your list into groups of people with similar needs, wants, and desires is absolutely critical to maximizing results
  2. When you segment your list, you will increase engagement, get more social shares, build trust and generate more revenue
  3. If you don’t segment your list, you will burn your list out over time and lose subscribers
  4. The type of information you need to collect will be determined by your goals
  5. There are two types of data to collect and track: external and internal
  6. External data is what subscribers tell you when filling out web forms
  7. Internal data is what they do (links clicked, videos watched, files downloaded, etc…)
  8. Offering additional incentives will significantly increase the amount of external data you collect
  9. Make extensive use of video to increase engagement and track how much of each video is viewed
  10. Offering mid-funnel lead magnets is another very powerful way to segment your list
  11. Once you have segmented your subscribers, ensure that you only send them content that is highly relevant to their needs, wants and desires.
  12. Whenever you collect more data, be sure to offer your subscribers an opportunity to do business with you
  13. When you send highly relevant content, your audience will be more engaged, they will share your content and you will make more money
  14. For maximum results, automate, automate, automate (or just hire an army to work 24×7, but that sounds pretty expensive to me)

A Behinds the Scenes Look at How I Segment in my Funnel

In the video below, I’m going to share with you version 3.0 of my marketing funnel. This funnel contains the sequence of follow up emails that I send after someone opts into the top of my funnel. My goal with this initial campaign is to learn as much as I can about the needs, wants, and desires of my new subscribers so that I can continue to send them content that will be as helpful as possible; ultimately leading to their choosing to purchase one of more of my products.

The video below is just under 15 minutes long and is an excerpt from the the last Bright Ideas Mastermind Elite monthly meeting (hence why you hear some other voices). If you’d like to apply to become a mastermind member, click here.

If you’d like to learn more about Infusionsoft (the software I used in this video), you can register to get access to an on-demand webinar here.

Next Steps

If you found this article on segmentation helpful, go and become a VIP for my new book on Digital Marketing. As important as segmentation is, it’s just one of the digital marketing strategies you need to implement to become a  digital marketing maven (I cover the others in my book). Become a VIP today and you will receive 25% off the book on the day that it is released.

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Digital Marketing Strategy: Jermaine Griggs on How He Used Marketing Automation to Build a 7 Figure Online Business

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Jermaine Griggs, 30, is a minister, musician, entrepreneur, and public speaker. Having grown up in the inner city of Long Beach with just his mom and sister, he always envisioned life on the other side of the tracks. At 16, he started Hear and Play Music, an instructional music company specializing in teaching piano by ear. With only $70, he bought the domain name HearandPlay.com and launched the company that would not only change his life but hundreds of thousands of musicians around the world through his books, DVDs, and online training courses.

Today, what started as a high school hobby has gone on to produce 8 figures in revenue since inception. More than two million aspiring musicians download his online lessons every year and over 301,700 loyal students receive his regular newsletters.

While in college studying Law & Criminology at the University of California, Irvine, Jermaine relied heavily on automated follow-up and marketing processes to run his business while he made good on a promise to his family to graduate school. What resulted was a unique automation strategy and philosophy that he follows religiously til’ this day.

As a result of his success and uncanny ability to mesmerize audiences, Jermaine started attracting the attention of the business world. He’s been featured on Msn, Yahoo, Kiplinger, D&B, Aetna’s Innovators, Msnbc, and more. In 2011, he was awarded Infusionsoft’s “Ultimate Marketer of the Year” and teaches entrepreneurs how to repeat his success by working smarter and not harder. He recently launched AutomationClinic.com in 2012 as a place to share his marketing automation philosophies and strategies.

Having seen his company grow from a few hundred dollars a month into a multimillion dollar business without venture capital or loans, he now shares his inspiring story with young people and entrepreneurs all over the country. He’s been a mentor in organizations like Operation Jump Start, NAACP / ACT-SO, NCCJ, and speaks to school districts, churches, and youth groups regularly.

Listen to the Audio

Our Chat Today

  • What happens when a user opts into the funnel
  • An overview of how he uses negative tags
  • An overview of how he tracks how long people stay on a page
  • An overview of how he evergreens a product launch
  • How to do a broadcast to increase profits
  • How to ensure people aren’t receiving more than one email in a day
  • An overview of how he’s driving traffic
  • An overview of is custom dashboard and leadsources
  • An overview of how he’s using upsells
  • His advice on whether to focus on traffic or conversion

Additional Resources Mentioned

Thanks for Listening!

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  • Leave a comment in the comment section below
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  • Leave a review on iTunes. It's your best way to say thank you to our team.
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Welcome to the Bright Ideas Community of Entrenpreneurs

Digital Marketing Strategy: How to Get Traction With Your Audience with Andrew Warner of Mixergy.com

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Are you having trouble keeping your customers and website visitors interested in your site?

Do you want to learn a content creation model that answers the questions of your site visitors and target customers?

To learn how to quickly turn your one time website visitors into your followers, I interview Andrew Warner.

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

In this episode, I interview Andrew Warner of Mixergy.com.

Watch Now

Download and Listen Later

Here are some of the things you’ll discover in this episode:

Turning One-time Visitors into Loyal Followers and Customers with Interviews

An Easy Content Creation System to Land Followers and Leads

People always want some form of content to satisfy their needs and curiosity about a particular topic. It is through the content that you provide that your audience engages your site, your products and your services.  It is content that turns your one-time visitors into loyal followers.

Content is key to loyal customers.Image source: 123rf.com

Content is key to loyal customers.
Image source: 123rf.com

Listen to the show to discover how Andrew approaches content creation for small business owners.

Andrew’s Top Email Registration Strategy

In order to have people see your content again and again, it’s super helpful if they give you their contact information so you can reach out to them. Andrew gets more than 100 new subscribers to his mailing list every day. He does this with one simple strategy.

Listen to the show to learn what this powerful strategy is and incorporate it in your site today.

Head Game: It Changes Everything

Sometimes, setbacks are going to challenge your business. There are times when they are minor and are easily manageable, then there are times when they are “end of the world” big.

Listen as Andrew describes how he manages the setbacks that he has experienced in the course of his business.

About Andrew

andrew-warner-founder-mixergyAndrew Warner is  only in his 20s, but he already has a big success under his belt – a $30 million internet business with his younger brother. He started out with online greeting cards and is now focusing on interviewing successful entrepreneurs on his Mixergy.com website.

He created Mixergy to help ambitious people who love business as much as he does.

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Infusionsoft Tutorial: How to Create Top of Mind Awareness with a Newsletter Campaign

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Are you top of mind with your customers and prospects? Are you regularly sending them educational content to ensure that you are?

bi-ultimate-marketing-automation-guideIn an era where our prospects and customers are continually bombarded with marketing ‘noise’, staying top of mind can be a challenge. As a result, it is absolutely critical that you are regularly sending your prospects and customers high quality, educational information to keep them engaged – as well as to position your firm as an authority.

One of the very best ways to do this is with a high quality newsletter delivered via email. When done correctly, your list will remain engaged and will share your message, and you will remain top of mind for the products and services that you provide.

Using Infusionsoft to Automate Newsletter Delivery

Thanks to Infusionsoft, delivering a high quality newsletter need not be as manual or inconsistent a process as you might think.

In fact, by using the campaign that I show in the video below, your newsletter will never skip a beat!

Automate Newsletter Delivery

In the video below, I’m going to show how exactly how this can be done using Infusionsoft.

Helpful Hints

When it comes to creating an eNewsletter, there are a few critical success factors that you must get right. They include:

  • Just start…and then improve as you go
  • Split test your subject lines to maximize your open rate
  • Deliver only high quality educational information
  • Keep sales messages to less than 15% of the content
  • Create an editorial calendar to plan your content in advance
  • Stick to a consistent schedule so you can ‘train’ your list to expect your content
  • Feature other experts in your content so they will also share it with their tribe
  • Segment your list to increase engagement
  • Use trackable links

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How Aweber is Losing You Customers: The Big Picture of Aweber vs Infusionsoft

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I’m often asked by people that are unfamiliar with Infusionsoft if they should pick it, or Aweber for their email marketing. What these people fail to understand is the magnitude of the differences between these two applications.

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Aweber VS Infusionsoft: It’s Not Even Close

Comparing the two is like comparing a Porsche to a tricycle. With Aweber, you can do very basic email auto-responders, and nothing more, whereas with Infusionsoft, you can run your entire business; marketing, email, CRM, online shopping cart, affiliate program, and so much more.

So, with all that said, let me begin by giving you my opinion: Infusionsoft is a game changing application, and, by comparison, Aweber is just one tiny piece of the overall picture.

So, with that said, here we go…

Back when I first started my business with a list of subscribers, I chose a company called Aweber for my email marketing provider. They are well known and it only costs $1 to get started on a trial. If you like the software, you have to pay only $19 a month for up to 500 subscribers.

If you are just starting out with email marketing, Aweber is as good a choice as any; however, as your business grows, you are going to eventually run into some serious limitations and then, if you decide to change providers, the pain of change can be quite a burden.

In this post, I’m going to compare the two applications as well as to take a deep dive into why I made the switch from Aweber to Infusionsoft.

Aweber

Aweber’s product has been designed with a single goal: broadcasting and automated email follow up.

They are not a CRM tool, they don’t offer a shopping cart, or anything else that Infusionsoft provides. They just do automated email follow up, so if that is all you need, Aweber will work just fine.

Pros

  • Low cost ($19/month for up to 500 subscribers)

Cons

  • Limited features (no functionality beyond sending emails)
  • Limited customization (you have to use double opt in and you are forced to have a named list for each of your segments, which as you will see when I explain how Infusionsoft works, really sucks)
  • List segmentation is hard (segmenting your list is extremely important and the way that Aweber does this is really a challenge because the only way to get a subscriber onto more than one list is to get them to opt in again which causes extra work for your subscriber)

The Biggest Drawback of Aweber: Multiple System Chaos

Aweber is a very simple application that does one thing very well – hence the short list of pros and cons. However, I have saved the biggest drawback of Aweber for last…and that is this: If you use Aweber, you will suffer from Multiple System Chaos.

As Aweber only does one thing, you are definitely going to need other systems to handle the other parts of your business that are shown in the image below. Do you really want to have to deal with that? I sure don’t!

With Aweber, you will be forced into using multiple systems and the more you have to use, the more complex your business will be

With Aweber, you will be forced into using multiple systems, and the more systems you have to use, the more complex your business will be

Infusionsoft: The Solution to Multiple System Chaos

In preparing for this post, I came across a number of other reviews that restricted themselves to comparing these two (extremely) different applications on a feature by feature basis, and in doing so, they completely missed the (very important) bigger picture!

I am a talented marketer, however, I am not the most technical person in the world and couldn’t write a line of code to save my life. For people like me, this means that using multiple systems will either result in lots of manual work (lame!) or the need for developers to write lots of code which can be a huge challenge as it requires a talented developer and a budget to pay for them.

Infusionsoft eliminates the need for multiple systems because not only does it do email marketing, but it is also my CRM system, my online shopping cart, and my affiliate program – all in one. As you are going to see in the remainder of this post, the integration of these 4 pieces is absolutely critical to your success.

Stop and Look at the Big Picture

Before I dive into all the reasons why I am such a fan of Infusionsoft, I’d like to draw your attention to the bigger picture. No matter what type of business you are in, there are some pretty important things that all businesses have in common. These things include:

  1. Attracting interest
  2. Capturing leads
  3. Nurturing prospects
  4. Converting prospects to customers
  5. Delivering your product
  6. Upselling and repeat sales
  7. Getting referrals
Infusionsoft was designed to support every step of Lifecycle marketing

Infusionsoft was designed to support every step of Lifecycle marketing

In a nutshell, this 7 step process can be referred to as lifecycle marketing and Infusionsoft has been designed from the ground up to support you in every single step, whereas Aweber at best will only support you with steps 2 and 3.

Keep reading, and I will, by way of example, show you why this is such a big deal.

Attracting Interest

Here at BrightIdeas.co, we attract interest with our content – which normally consists of blog posts, videos, and podcasts. Neither Infusionsoft or Aweber really play a part in this step, so, while the concepts are extremely important, for the purposes of this post, we don’t need to talk much about it.

If you would like to learn more about how to attract interest, check out our Lifecycle Marketing Guide.

Capturing Leads

Capturing leads is generally done with what is called a lead magnet, which, most often is a free piece of content that is given away in exchange for someone’s email address.

In my case, the lead magnet is the Conversion Tactics Toolkit, which is a 4-part video series on how to maximize conversions.

Both Infusionsoft and Aweber make building a web form (the thing that goes on your website to collect their name and email) pretty darn easy as they both have form building wizards that don’t require any technical skill at all. Just drag and drop form elements until you have a form that looks how you want. Below is a screenshot of a form that I use to begin segmenting my list.

the form below the video was built in the Infusionsoft form builder. Aweber can do the same.

the form below the video was built in the Infusionsoft form builder. Aweber can do the same. Want to see my segmenting in action? Subscribe to my list at BrightIdeas.co

Nurturing Prospects

Once you’ve captured a lead, what you do next is going to make a massive difference to your results, and it’s where most people really screw up.

Here’s what most people do: they begin sending the exact same sequence of emails to every single person that subscribes. Bad Dog!!!

I literally cannot stress enough the importance of segmenting your list. Why on earth would you send the same content to everyone? The needs of each of your subscribers differs greatly, so why would you send everyone the exact same content? You wouldn’t!

If you don’t segment your list, your email open rates will suffer and your unsubscribe rate will be much higher. From a marketing perspective, creating a Youtube video of your cat would be more effective 🙂

Infusionsoft Makes List Segmentation Easy. Aweber Makes is Really F$%@# Hard!

With Aweber, you must have a completely different list for each series of emails that you want to send. There are a number of challenges with this.

First, each list has to be a unique name that is not used by any other Aweber customer! (read that sentence twice to ensure that you really understand it)

That is just crazy…plus it makes naming your lists much more challenging than it need be.

Second…and this is even worse than the above, is that to get a subscriber from one list to another, you must get them to opt in again and that is going to mean more work for your subscribers.

Guess what that will mean for you? Fewer of them will bother, and as a result, your list will not be as well segmented as it could be.

Lack of Segmentation = Lack of Profits

With Infusionsoft, I don’t need to have separate lists; each with unique and hard to decipher names. Instead, all I need to do is apply something called a tag to a contact record…and, I can name that tag anything I like so that when I look at it later, it will be extremely easy for me to remember what it’s for.

Here’s a few examples of some of the tags I use (I have hundreds of them)

  • Clicked link to MobiLead Method sales page
  • Clicked link to [name of guest] interview
  • Bought [name of product]
  • Registered for [name of webinar]
  • Attended [name of webinar]
  • etc…

Essentially, a tag is like a little sticky note that I use to “stick” to anyone based upon something they click, watch, buy, or do.

Applying a tag is done automatically and can be applied in any of the following ways:

  • Subscriber clicks a link in an email
  • Subscriber fills out a web form
  • Subscriber buys a product
  • Subscriber flows through a campaign sequence

Tagging is unbelievably powerful and I could devote an entire post to it. The thing that I want you to understand here is that a tag can be applied without the need for a user to fill out another web form, so that means that I can make it extremely easy for a subscriber to be tagged based on their actions, or in the case of applying a tag as a part of a campaign sequence, I can apply a tag without my subscriber doing anything at all.

And yes, I can remove tags in the exact same way.

Tags in Action: A Practical Example

Ok…just in case this whole tagging thing isn’t really making sense, it’s so important that I want to give you an example as it pertains to nurturing a prospect.

When I capture a lead via a web form, I can tell Infusionsoft to apply as many tags as I like. At a minimum, I apply a tag that adds them to my newsletter list. I also apply a tag for the date they subscribed.

After they complete the web form, I direct them to another page with a video and another web form (shown in the screenshot further up in this post) and then more tags are applied to tell me that they have segmented themselves and what their occupation is.

Now they might, depending on which segment they are in, begin to receive a series of emails inviting them to a webinar. For this example, let’s say that there are 3 emails to be sent. If they click the registration link in the fist email, they do not receive the second and third email. If they don’t click the link in email #1, they will receive email #2, etc…

With Aweber, this is impossible. With Aweber, if someone is added to a list, they receive every single email that is a part of that list’s sequence unless your subscriber goes and fills out another web form, in which case you can remove them from list #1 and add them to list #2, or, you can have them on both lists.

With Infusionsoft, I might ask them to fill out a web form to apply/remove a tag, but I don’t have to as I could just as easily use any of the other methods that I have described above.

This one bit of functionality is incredibly powerful and it would take me far more than just this blog post to point out all the ways that this can be used.

To show tagging in action, let’s continue with this example…

Converting Prospects into Customers

Now that my subscriber has told me their occupation, Infusionsoft will send them a sequence of emails with links to product offers and content that are highly relevant to that occupation.

More Relevant Content/Offers = More Profits

Let’s suppose that this product offer sequence has 10 emails in it. If my subscriber clicks the link to the sales page in email #4 and buys the product, Infusionsoft will apply a tag that says something like “bought product A” and Infusionsoft will then immediately stop the 10 email sequence and will now start another sequence of emails that was designed specifically for buyers of product A (assuming I created a campaign to follow this logic).

Key Take Away: most people need to be reminded a few times to register for a webinar or buy a product, so with Infusionsoft, I can create multiple email sequences that will stop as soon as the user takes that action that I want them to…even if there are more “reminder” emails in that sequence. This one feature alone is hugely valuable as it increases revenue while avoiding sending too many emails to people who’ve already taken the desired action.

In the product A buyer sequence, I can do anything I want. Here’s a few examples:

  • Ask how they like the product
  • Ask for referrals
  • Send upsell offers
  • Automatically register them for a webinar
  • Start another campaign

Focus On Your Hottest Leads

Lead Scoring is another feature of Infusionsoft that is incredibly powerful because with lead scoring, you will always know who your hottest leads are at any given time, simply based upon which tags have been applied.

So, supposed a subscriber clicked on a link to a sales page from an email that they received as part of a campaign they are in. When that link is clicked, the tag is applied, and then, as you can see below, a lead score can be increased (or decreased) for a given period of time.

A contact's lead score can be automatically adjusted whenever a tag is applied.

A contact’s lead score can be automatically adjusted whenever a tag is applied.

Within Infusionsoft, leads a scored using a simple scale of 1 to 5 flames and, if you are creative in how you build your campaigns, you can trigger further automation that is starts when a lead score moves from 1 to 2 flames, or from 2 to 3 flames, etc…

Why do this? Don’t you think people with 5 flames should be paid attention to? I sure do!

This cannot be done with Aweber.

Create Lists on the Fly

From time to time, most businesses want to offer some kind of special promotion or discount on one of their products. Thanks to all the tagging that I do with my subscribers (remember, I apply tags for virtually everything my subscribers do/see/click/attend), I can very easily create a list of potential buyers based upon any criteria that I like. For example, I can easily create a list of invitees for a webinar that would appeal to only a portion of my entire audience and then send invites to only these people.

In both cases, all I would need to do is to run a query against my database that looking something like this:

Show me all the contacts who:

  • Subscribed between this date and that date
  • Have clicked the link to my MobiLead Magnet sales page
  • Have attended at a particular webinar
  • Who are not yet MobiLead Magnet customers

Hopefully, you get the idea. With tags, I have unlimited power to create a list of suitable contacts and then send them an offer anytime I want.

This is impossible to do with Aweber.

As I hope you are starting to realize, applying tags is an incredibly powerful and easy way to segment your list and Aweber simply cannot do this. It’s just not built that way…plus, it won’t tie into your online shopping cart unless you buy more software or hire a programmer.

With Infusionsoft, this is all done via the visual campaign builder. Below is a screenshot of a campaign created to recover an abandoned shopping cart. Tags and automation are the key to making this work.

This is a screenshot of a campaign created in Infusionsoft's campaign builder to recover an abandoned shopping cart. Tags are the key to making this work.

This is a screenshot of a campaign created in Infusionsoft’s campaign builder to recover an abandoned shopping cart. Tags are the key to making this work.

As I said earlier, Aweber does not have a shopping cart, so, without hiring a programmer, this type of integration will be impossible to do.

Delivering Your Product

So, now that you’ve collected the money via Infusionsoft’s online shopping cart, you actually have to deliver the product or service.

If your product is digital, you can have Infusionsoft automatically send out an email with a download link. This is easy as pie.

If your product is physical and is shipped by a fulfillment partner, you can have your campaign send a message to your fulfillment partner’s server and the order will be fulfilled automatically after the order is placed. This means you don’t have to do order fulfillment and and instead can be off doing something else…like say…sipping a margarita on your patio or playing with your kids 🙂

If your product is shipped by you or your staff, or you have sold a service of some kind, you can tell Infusionsoft to assign tasks to you are anyone else on your team. You are only limited by your imagination.

Did I mention that Infusionsoft has a CRM component? Well, it does, it’s a fantastic tool!

You can pull up any customer record you like and see a summary of all their tags, their orders, the campaigns that are running, the emails they’ve opened, and anything else you could ever want….and it’s all in one place…which means no more wasting time searching through multiple systems for the data you need!

This is the summary view. Clicking the icons provides much more detailed information about each contact.

This is the summary view. Clicking the icons provides much more detailed information about each contact.

Upselling and Repeat Sales

Unless you have only one product, or you like to continually look for new customers, upselling your customers to generate repeat business is a very good idea.

The reason for this is obvious: you don’t have to incur the expense of finding a new customer, so your net profit per transaction will be much higher than if you did.

With Infusionsoft, you can put product upsells on auto-pilot, and when you do, it will make a massive difference to your bottom line.

For example, 26% of the people the buy The MobiLead Method (now the Best Buyer Formula) decided to buy the first upsell, which is a bundle of done-for-you content. In addition to that, 6% of the people that bought The MobiLead Method also decided to buy the MobiLead Magnet, which is a WordPress plugin that I built to be used with the course.

If, during the checkout process (which is handled by Infusionsoft), someone doesn’t purchase one of the upsells, I could very easily create additional sequences to make additional offers down the road, and it would all happen on auto-pilot.

You cannot do this with Aweber.

Getting Referrals

Back when I ran my last company, Dyrand Systems, we got a lot of business from referrals from our existing customers. This happened because we did two things right: we delivered a premium service that our customers loved, and then we asked them to refer us to other people.

Back then, the asking part was a manual process that was done by our account managers.

Thanks to automation, identifying your happiest customers and then asking them for referrals can now be done completely on autopilot.

The NPS survey tells Infusionsoft who is most happy and then sends them an email with a request for a referral.

The NPS survey tells Infusionsoft who is most happy and then sends them an email with a request for a referral.

With Aweber, you cannot do this on auto-pilot.

Final Thoughts

While extremely capable, Infusionsoft does have a few draw backs.

First, it is much more expensive that Aweber. Depending on what promotions Infusionsoft is running at any given time, the software requires an up front investment of $1,500 to $2,000 and then costs between $219 and $379 per month. Aweber starts at just $19/month. But remember…do you want a tricycle or a Porsche?

If you are struggling with justifying the price, I would encourage you to check out the many Infusionsoft success stories and tutorials that I have published. In each, you will hear an entrepreneur describe how Infusionsoft has had a huge impact on their business.

The other drawback with Infusionsoft is that the application, due to its much vaster array of capabilities, requires more learning to attain proficiency. The good news is that Infusionsoft’s free training material is excellent, as is their support department. Plus, their new visual campaign builder has dramatically simplified the user experience. When people see the campaign builder for the first time, their response is generally something like “wow!” or “that is totally awesome!!”.

In addition to these two resources, there are also an army of Infusionsoft Certified Consultants who would be happy to assist you. My wife being one of them 🙂

Obviously, no system is perfect and prior to choosing which one is right for your business, a thorough investigation must be done. Hopefully, if you are trying to decide if you should choose Infusionsoft or Aweber, this post has been helpful to you.

If you have additional questions, please use the comment form below and I promise to provide you with a prompt answer.

Additional Resources


If you are a marketing consultant or run a marketing agency and are thinking of purchasing Infusionsoft, I’d like to let you know that if you use my affiliate link, I can have Infusionsoft give you a copy of a full campaign that I created just for agencies. You can see this campaign here.

In addition, I have also created an extensive library of tutorial videos and interviews with highly successful Infusionsoft users that you will likely find incredibly valuable.

And finally, if you have questions, please contact me directly.

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How to Maximize Conversions with Trackable Links

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Do you ever wonder how much of your traffic is coming from people typing in your URL vs people clicking links in your emails?

bi-ultimate-marketing-automation-guideHow about that post you shared on Facebook? How much traffic did that wall post send you? Or how about that tweet about your latest webinar? Did it send much traffic?

Answering these questions is exactly what using trackable links are for and in this post, I’m going to dive deeper into showing you exactly how you can start using trackable links to gain much deeper insight into what is working and what isn’t when it comes to using your content and social networks to attract traffic to your site.

About Google Analytics Custom Campaigns

Google analytics is a very powerful tool and I’m only just starting to scratch the surface of how to use it most effectively. One of the parts that I have been experimenting more with as of late is the custom campaigns.

By using trackable links, you can easily create custom campaigns that will tell you exactly which pieces of content are generating the most traffic for you.

Why should you care? Well…if you can identify a trend in the type(s) of content that generate the most traffic, then it might be a good a idea to continue to create, or even just spend more time sharing, more of this particular type of content, right? You bet.

The first step to creating a custom campaign is to create a trackable link with the Custom URL Builder. By using this tool, you can easily create specific links for each of your campaigns and then use these links to share your content on your social networks, within your site, or in your emails (or anywhere else you want).

Creating Your First Trackable Link

In the video below, I’m going to show how exactly how this can be done using the URL Builder and Infusionsoft.

How to Analyze Campaign Effectiveness

Once you have begun to use trackable links, you are going to want to start to track the effectiveness of your various campaigns. To do that, all you need to do is log into analytics and navigate your way down to the section devoted to Traffic Sources…and then within that section, you will see the campaigns section.

campaign-results

Helpful Hints

The very first thing you should do when you begin to use trackable links is to create a spreadsheet to track all the parameters you are using.

For example, in the video above, my campaign source parament was “bi funnel” because I wanted to track all the traffic I get from the subscribers who are going through my sales funnel. If I didn’t make a note of that in a spreadsheet, the next time that I went to create a link I might forget that I’d used “bi funnel” and instead I might type BI-Funnel, which from Google’s perspective, would be an entirely different campaign.

When entering your parameters, it’s also important that you separate multiple words with an underscore. So, instead of putting ‘wall post’, you’d want to use ‘wall_post’.

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