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customer retention

How to Retain Customers For Life

As a business owner or marketer, you likely face a similar set of challenges every day.

  • How will you attract new customers?
  • How can you keep your customers engaged?
  • How will you create a sustainable model for revenue growth?
  • How can you add automation throughout the entire marketing process?

In today’s ever-changing consumer environment, it will take all this and more to retain your customers for life. One of the most effective models for how you can make this happen is called customer lifecycle marketing.

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Leaving money on the table

10 Ways Retailers Can Stop Leaving Money on the Table

Leaving money on the table

This is a guest post by Brian Laney, originally featured on the AlertTech blog.

Do you know what you need to do to create lifelong customers? Want to know what retail technology industry leaders are using to help maximize their profits and build customer loyalty?

Smart retailers are always looking for ways to increase profits. These 10 strategies will help you stop leaving money on the table.

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dumbanddumber

The Dumbest LinkedIn Mistake I See Over and Over Again

dumbanddumber

When used properly, LinkedIn can be a very powerful tool for generating leads for your company.

Sadly, most people totally F**K this up.

What I’m about to show you has happened to me at least 100 times, and I have ignored the person who reached out to me every single time.

If you are doing what I’m about to show you, PLEASE STOP! People who use LinkedIn this way are ANNOYING the hell out of people and I don’t want you to be one of them.

Here’s the first offender:

linkedin1

Where in this email does it show that this person knows anything about me? Nowhere that I can see.

I do however, see the words “I” and “We” used too many times. And, to make matters even more offensive, this nitwit has attempted to use a scarcity tactic by saying that he can only take 5 calls a week. Seriously?

Here’s the second offender:

linkedin2

This one is slightly less awful than the prior one. I actually read the entire email, mostly because of the subject line; which made me think (until I read the email) that they were looking for my help.

At no point in this person’s email have they asked me anything about myself or what I might be most interested in. Instead, all she has done is include a link to a video that I am supposed to watch. Really? I don’t know who you are and you expect me to take time out of my day to watch your stupid video without knowing why or what’s in it for me.

Yeah…gonna get right on that just as soon as I finished cutting my grass with a pair of scissors.

Here’s the final offender (I’ve saved the best for last):

linkedin3

Clearly this person doesn’t know a bloody thing about me or my business.

Do I need help with cold calling? Holy crap! I’ve written about how cold calling is dead; I’m a content marketer and I don’t make cold calls.

If she’d taken a few minutes to read even the about page of my blog, that would have been painfully obvious.

After her pathetic attempt at an opening paragraph, the usual thing happens. It’s all about them. “We do this…” and “We can help you with that…” etc…

I don’t care what the hell you do! Why should I? Clearly, you don’t care enough about me to take 60 seconds to learn more about me before you pooped in my inbox.

Buzz off!!

Ok, rant over.

The Right Way to Connect with Others (Who Don’t Yet Know You)

Am I trying to say that you should never use LinkedIn to reach out to a stranger?

No. Definitely not.

What I am trying to say is that whenever you reach out to someone who doesn’t yet know you, if you make the first contact all about YOU, that will be the end of any chance you have of developing a relationship with that person.

The right way to connect with a stranger is to make it about THEM.

Wait. Go read that last sentence again.

It’s all about them….UNTIL, they become interested in YOU.

Only then can the conversation be about you and how you can help them.

Now that you get the concept, I want to show you an example of how to make it happen.

Cold Email Example

In this example, I’m going to assume that a stranger is reaching out to me because (ultimately) they want to sell me their stuff; which in this case, is software that will help me automate my content marketing efforts (pretty sneaky that I’m using content marketing software for my example, eh?).

——– start of email from Bob ——–

Subject: I loved your post about how content marketing changes everything!

Hey Trent,

I just finished reading your post title, “How Content Marketing Has Forever Changed How to Attract Clients and How You Can Take Advantage of This Shift” and I wanted to tell you how much I enjoyed it! In fact, I thought it was so good that I’ve shared it on every social network that I use.

Got any other posts like this one?

Cheers,
Bob

——– end of email from Bob ——–

What do you think is going to happen when I see Bob’s email?

Am I likely to ignore it? Uh…hell no.

Bob has stroked my ego…so naturally, I immediately like Bob!

Not only do I like Bob, but I’m going to reply to him…plus, the next time Bob emails me, I’m going to read it.

When I reply to Bob, I’m likely going to tell him thanks for sharing my stuff, supply him with links to a few other articles, and tell him to keep in touch.

The next move is Bob’s to make.

What Should Bob Do Next?

With just a single email, Bob has proven that he’s not a jerk, and he’s got in my good books.

What Bob hasn’t done is try to sell me anything.

So, if I was Bob, here’ s what I’d do next. When I get Trent’s reply, I’m going to reply to that reply like this….

——– start of email from Bob ——–

Subject: Re: I loved your post about how content marketing changes everything!

Hey Trent,

Thanks for the links you sent me. I really enjoyed both posts….especially the part about…x, y, and z. Awesome stuff.

Now that I’ve spent some time on your blog, I can see that you are super passionate about marketing automation. I can also see that you pump out a LOT of content.

How the heck do you produce so much? Do you have a bunch of people helping you? Do you have some systems or automation that helps you to get so much done?

Cheers,
Bob

——– end of email from Bob ——–

See what Bob is doing? He’s not yet tried to sell me his software. Instead, he (smartly) is asking me questions about my business processes.

Why is he doing that? Well, the first reason is to build rapport with me. The second reason is because he’s probing for pain.

If Bob shows interest in me, I’m going to like him…and how do you treat people you like? Nicely!

Not only that, but when you like someone, you are going to be more honest with them.

Now that I like Bob and he’s showing interest in my business, he’s earning the right to direct the conversation where he wants/needs it to go if he’s to make a sale at some point.

When to Talk About Your Stuff

how-to-talk-about-yourselfSo, when should Bob start talking about how his products might help me?

Not before he’s figured out if I have a problem that his products can solve, that’s when!

Remember Bob’s last email to me? He asked me how I pump out so much content. He might also have asked me if I have clients that I product content for (sidebar: if you need that service, let me know), because if I did, I’d likely need his software even more. (second sidebar: if you produce content for your clients, check out my software).

In my next reply to Bob, I would have told him what he wanted to know. I would have told him that it does indeed take a lot of work to produce this volume of content. I would have told him that I also do it for clients.

Knowing this about me, Bob now has a qualified lead for his software, and in his next reply, he could very easily ask me if I’d like to learn more about how his software might be able to help me out.

Or…even better, if Bob had a case study or article about his software, he’d send me that content first with a little note like:

“Hey Trent, given what we’ve been talking about, I have an article or two that I think you’d like to read. Mind if I send them to you?”

Damn, Bob is smart!

Rather than just send me his links, he’s asked for my permission first! (this is why we call it “permission marketing”)

Obviously, when I reply to Bob, I’m going to say yes…and in doing so, I kind of owe it to Bob to actually ready what he sends me.

Let’s Recap What We’ve Learned

  1. Never send someone a cold email that, more or less, says “Buy my stuff!” Doing so is a dick move. Don’t be a dick.
  2. Always make your first contact all about the other person because doing so will be well received and they will like you for it.
  3. Be sure and share their work and tell them you did so. They will like you even more.
  4. Engage in an actual conversation that is about them first until it’s time for it to be about you.
  5. ONLY make the conversation about you if they need what you sell (and you’ve done enough digging to have a very good idea this is likely the case).
  6. Ask their permission to send them information about your stuff before you send it. That way they are much more likely to pay attention to what you’ve sent them.
  7. After you send them information about your stuff, it is totally acceptable to follow up with them to ask their opinion of what they saw. If they had a good opinion, ask them to take another step.

Voila…B2B selling that feels good.

Why everyone doesn’t do this is beyond me.

What To Do Next

If you sell B2B and are having trouble getting your foot in the door, check out my Best Buyer Formula. It is stuffed full of ideas that I have used for my entire career and I have sold tens of millions of dollars worth of products and services to small businesses – using the exact techniques in course.

If you want to really set yourself apart from your competition, you need to integrate content with your sales efforts. If you need help with content marketing, I’ve written a book about it.

If you’d like to grab both products (bless your heart), I’m going to give you a big “I love you” discount!

To get both products, and the 50% discount, you will need to use this order form. (Note: if you want to read the sales pages first, use the links above, but place your order via this link.)

PLEASE NOTE: You must use the following promo code: DMH3BBF.

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JIM PALMER 4IN X 6INX 300DPI X FC

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

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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

Enjoyed this Interview? Here’s How To Leave us a Positive Review on iTunes!

If you enjoyed this episode, click here for more information on How to Leave Us a Positive Review on iTunes! Your review will help to spread the word and get more entrepreneurs like you interested in our podcast. Thanks in advance - we appreciate you!

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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Jason Weisenthal 4in x 6in x300dpi x FC

Digital Marketing Strategy: Jason Weisenthal on How He Grew Wallmonkeys.com into a 7-figure Etailer in Just 2 Years

JasonW

Jason Weisenthal is a successful entrepreneur in every sense of the word. He came upon a product that he couldn’t find in the marketplace and went on to create a business to provide that product.

In just 24 months, Jason grew Wallmonkeys.com into a 7-figure online business. He shares with us many of the secrets to his success right from the beginning.

Like almost every entrepreneur, Jason’s journey was not smooth sailing. He also made a lot of mistakes, and he’s generous enough to share those with us as well, including the biggest mistake he made.

(If you want to learn from other others who have started from scratch, check out all our posts relevant to startups.)

Listen now and you’ll hear Jason and I talk about:

  • (03:25) Introduction
  • (04:00) Overview of what their business is and results achieved
  • (05:55) How he came up with the idea
  • (10:55) An overview of his big mistake (not having images)
  • (13:05) How they started to get traction with customers
  • (15:00) How they built the website
  • (16:45) Overview of their initial paid advertising
  • (21:25) Overview of mistakes that he’d make to this point
  • (22:55) How he negotiated deals for content
  • (25:55) Overview of how they have optimized shipping
  • (28:00) How they are managing technology support
  • (31:00) How they’ve used Shipworks to automate
  • (32:00) How they are leveraging their email list
  • (33:00) Overview of advice for new entrepreneurs

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

Enjoyed this Interview? Here’s How To Leave us a Positive Review on iTunes!

If you enjoyed this episode, click here for more information on How to Leave Us a Positive Review on iTunes! Your review will help to spread the word and get more entrepreneurs like you interested in our podcast. Thanks in advance - we appreciate you!

About Jason Weisenthal

 

JasonWeisenthalLike so many entrepreneurs before him, Jason Weisenthal, Founder/CEO of Wallmonkeys, conceived of his latest business after searching high and low for a product that wasn’t out there: custom wall decals made from photos of his kids playing sports – a personalized alternative to the cookie-cutter images of professional athletes that were already available.

Just a few years after launching Wallmonkeys in 2008, Weisenthal has grown it into the world’s largest library of print-on-demand wall graphics, offering everything from fine art and cityscapes to – of course – custom decals of your child sliding into home.

Growing up in New Jersey, Weisenthal spent his weekends working in his father’s shoe shop. After earning a degree in business management from Towson University, he soon took over a different shoe store, transforming it from a struggling business into a million-dollar company in just six years.

In founding Wallmonkeys, Weisenthal had to educate himself in printing, graphic design, e-commerce, and marketing. “I’ve always been too stubborn to fail,” he explains. “If I don’t have the answer, I’ll track down someone who does.”

This combination of business savvy, intelligence, and grit has paid off. Wallmonkeys has generated enormous demand for products that, just a few years ago, didn’t exist. “It was only when I learned to adapt, improve and evolve my business around the customer that the sales finally came,” he says.

Weisenthal lives in Olney, Maryland with his wife Andrea and their two children Rachel and Zachary.

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ignore1

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

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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Jermaine Griggs 4 IN X 6 IN X 300DPI X FC

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

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

Click Here to Access the eCommerce Fast Track
email-hygiene

How to Maximize Email Deliverability

Email remains one of the most effective tools in the marketers toolbox…unless of course it’s not getting delivered.

What is the worst possible thing that could happen to your email? It gets marked as spam.

How do you know if you’re sending email that is likely to be marked as spam? That might be an unanswered question on your small business’ mind, so Infusionsoft has created an infographic to help you clean up your act and apply proper techniques to your email sending practices.

Keeping your list updated and not letting contacts grow cold is very important in marketing to the right audience, as well as avoiding silent killers like spam traps and becoming black listed. Form healthy habits that can be followed each and every time you email market to your list of customers and prospects and grow your customer base.

Email Marketing Best Practices Infographic Infusionsoft 570px Email Deliverability Health & Hygiene [INFOGRAPHIC]
Email Deliverability Health & Hygiene Infographic by Infusionsoft