Tyler Garns - Automation That Converts

Automation That Converts

Tyler GarnsBox Out Marketing, Inc

The 6 Keys to a Successful Campaign

Automation is

NOTa Strategy

#ICON14 @boxoutmarketing

Free Report + Autoresponder

Hot in 2009

Live Webinars

Hot in 2010

Social Media

Hot in 2011

Content Marketing

Hot in 2012

Automated Webinars

Hot in 2013

Mobile Marketing & Apps

Hot in 2014

Tacticsvs

Strategies

What’s Your Strategy?

A tool isn’t a strategy

A tactic isn’t a strategy

AUTOMATIONisn’t a

strategy

What is STRATEGY?

“a plan of action or policy designed to achieve a major

or overall aim or a high level plan to achieve one or more goals under conditions

of uncertainty"

–Johnny Appleseed

“Type a quote here.”

How to get from where you are now to where you want to be

in the future

BusinessStrategy1

Where are you?• It all comes down to key metrics

• What’s your monthly revenue?

• How many monthly new leads?

• What’s your conversation rate?

Where do you want to go?

• What resources do you have to get there?

• How will you employ those resources?

• In what areas of your business should you focus to get the desired results?

Marketing Strategy2

Where are your prospects?

• What pains do they have?

• What’s their emotional state?

• What is there level of desire?

Where do they want to go?• How will your product or service help them

get there?

• Are you talking about your product or service in a way that they can make the connection?

• Is your message strategically moving them from where they are to where they want to be?

3 Marketing Strategies

The Gap Strategy

The Gap Strategy• Purpose: Help the prospect realize that they

NEED your service to get from where they’re at to where they want to be

• When: In face-to-face selling situations or via video (not good via email)

• Who: Service businesses

Comfortable RetirementOwn home

Not have to work

$60k/yr * 30yrs = 1.8M+ $500k home

$50k savings

$100k annual salary

$2.3 M

Save $50k for 10 yrs

$200k in home equity

$100k in 401k

55 yr old man

$1.35M

Stock MarketRetirement AccountsBondsStart own businessIt’s too lateYou’re screwed!

Mountain Man Strategy

• Purpose: Build trust over time

• When: As a follow up to email optin

• Who: Service businesses or high priced products

Mountain Man Strategy

“You Win” Strategy• Purpose: To qualify leads in a way that makes

them feel like they’ve won something special

• When: Lots of traffic, need to filter the good from the bad. Or when you have limited staff and need to focus on best leads first.

• Who: All

Steps to “You Win”• Create custom fields for all responses

• Create an action set that “Sets a field to a specific value” for each option for each response

• Set up your decision node to handle each option

• Run the action sets in the sequences

IdentifyYour Message3

Talk to your

customersCall them

Interview themGood CustomersBad Customers

Ask Strategic Questions• Before you purchased, what were you looking

• Describe the problem you were trying to solve.

• Where did you look to find solutions?

• What feelings were you experiencing?

• How was your personal life affected?#ICON14 @boxoutmarketing

Ask Strategic Questions

• If you had chosen a competing product, which one? Why?

• What could be better about our product?

• How do you feel now that your problem is solved?

S&J Example• Good Clients

• Fair resolution

• Needed someone to help me with the confusing process

• Get medical bills taken care of

S&J Example• Bad Clients

• Someone to fight for me

• Needed to get out of a terrible financial situation

• Get back at who did this to me, revenge

How to Convey Your Message By Email

Email Writing 101• Who is it coming from? (make the connection)

• Use pattern interrupts

• Send personal emails based on behavior

• “I noticed you visited our website…”

• The Power of One

• Write to one person, not the list. Be specific about who that person is and write the same way you would to that person.

IdentifyThe Correct

Offer4#ICON14 @boxoutmarketing

Again,know where your prospectsare and where they want

Bad Offers• Opt In for a free report on a site that sells

movie tickets

• Watch an automated webinar from a company that sells iPhone cases

• Buy now at 10% off from a company that sells legal services

Reduce Buying Friction

• Up-Down-Up Method

• Beat Them To It Method

• Free Trial Method

Up-Down-Up Method

• Build up massive perceived value of your solution.

• Offer it at an irresistible price

• Have an upsell into a higher priced product/service

Beat Them To It Method

• Anticipate sales objections.

• Address them proactively.

• Then when you extend your offer, there’s no reason for them not to buy

Free Trial Method

• Offer a way for your prospects to get the benefit of your product or service without having to pay for it.

• Ensure they get the benefit and that they’ll have to start paying to continue receiving the benefit.

Track The Essentials5

The Numbers Will Tell You What You Should Do

But You Have To Be Tracking

Correctly In The First Place

What’s the most important metric?

ROI BY LEAD SOURCE

Other Key Metrics• Standard: Revenue, Leads, etc.

• Conversion: From stage to stage (by lead source & campaign)

• Cost Per Lead (by lead source & campaign)

• Customer Acquisition Cost (by lead source & campaign)

• Retention (by lead source & campaign)

Test For Success6

Split testing is like high school sex

…everyone’s talking about it, but

no one’s really doing it.

Testing Must Become a Habit

Split TestSubject 1: How tradition

may be hurting those you love

Subject 2: Don’t shoe your horse until you know

ALL these facts...

ResultsVersion 2: 99% more

clicksVersion 2: 104% more

optins785 total new leads

Testing Process• Start where you get the most traffic

• Do something drastic. Beware of the law of diminishing returns

• Use a tracking tool (Google Expirements) to measure responses

• Report your findings with your team.

• Success is contagious.

Summary• Successful campaigns aren’t built in tools.

• They’re created through a systematic process of identifying where your prospects are and where they want to go and then helping them get there.

• Actually building your campaign is the last step after actually determining how the campaign will be successful.

Bonus Session

11 Big Ideas to Double Your Sales

in 12 MonthsTonight at 7pm

Get a ticket at the Box Out Marketing Booth

Thank You

@tylergarns

www.boxoutmarketing.com

Tyler Garns - Automation That Converts

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Transcript of Tyler Garns - Automation That Converts

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