After The Lead - Trade-Ideas · 2017-10-16 · After The Lead Increasing LTV and Reducing Time To...
Transcript of After The Lead - Trade-Ideas · 2017-10-16 · After The Lead Increasing LTV and Reducing Time To...
After The LeadIncreasing LTV and Reducing Time To Break Even On New Leads
Skip Shean
● 7 years CEO of 16Wells , online marketing
consultancy, a lmos t a ll financia l / trading
● Head of Marketing @ TradeMons ter
● Bus ines s Development @ optionsXpres s
● Product Development @ E*TRADE
● 9 years in management consulting
● Univ of Chicago MBA, Finance / Stra tegic
Management / Entrepreneurship
● Over 45 clients s erved
● 85%+ financia l rela ted
● We focus on growing bus ines ses by lead
generation and revenue generation
● Google AdWords Partner Agency
● ActiveCampaign Certified Consultant
● Over $1MM Facebook campaigns
managed
The problem
Lead Generation
Publis hers tend to do at leas t a decent job of bringing in new email addres s es .
● Affilia te Swaps
● Online Advertis ing
● Lead Magnets
Lead Cultivation
Converting a new email addres s into a pros pect through a convers ation.
● Explain value prop
● Product ladder
● Corners tone content links
Cus tomer Escala tion
After initia l purchas e, moving the cus tomer to deeper engagement and higher lifetime value.
● Us ually not even attempted
● Too early/ late
Challenges deep-dive
Challenge 1
Acquire audience
Tracking s ources with more detail can lead to s marter allocation of ad budget.
Challenge 2
Up 30-day actives
How to cons is tently engage your leads s o that they want to know more?
Challenge 3
Increase conversion
Leading with your bes t foot forward every time clarifies what you do for “your people.”
SolutionEngage each lead the s ame
way.Every. Single. Time.
3 email s eries (“Indoc”)
● Perfect Welcome
● “Bes t Of” Campaign
● Bonding Campaign
● (Bonus ) How Can I Help?
This 3-part email s eries consistently doubles s a les
(and... I’m going to give it to you today)
Where does Indoctrination fit in lead lifecycle?
New Leads
Indoctrination
Engage $ Ascend
Segmentation
Y
YN
N
N
Y
Re-Engage Bucket
Y
3-5 daysIdeal length is 3 days , 5 days max
DAY 0
PerfectWelcomeEmail
DAY 1
“Bes t Of” email 1
DAY 2
“Bes t Of” email 2
DAY 3 & 4
Bonding email ½(optional)
DAY 10
How Can I Help You?email
Campaign overview
“Perfect Welcome” email - Day 0“You only get one shot a t a firs t impres s ion” - that’s what this email is
● Purpose:
○ Introduce yours elf and your company
○ Align yours elf with them
○ Set expectations for exactly what they will get
○ Res tate the benefits of being a s ubs criber
○ Get them to make a micro-committment
○ Open a loop with them (s oap opera / “24” s eries )
● It’s a lso your f irst committment. You’re committing to a consistent schedule.
● People want to know where to s tart
● Whitelis ting (micro-committment, deliverability)
● p.s . Is a hint about opening a loop, creates anticipation
“Perfect Welcome” template
DAY 0
PerfectWelcomeEmail
DAY 1
“Bes t Of” email 1
DAY 2
“Bes t Of” email 2
DAY 3 & 4
Bonding email ½(optional)
DAY 10
How Can I Help You?email
Campaign overview
[Alt #1] “Best Of” campaign - Day 1● Follows the perfect welcome email
● One or more emails in this s tep
● Remember to include whatever the p.s . was in the Welcome email!
● If you have content you’re proud of - articles , blog pos ts , videos , even third-party published content -this is your opportunity to profile it
● “1 of 3” gifts sugges ts more is coming. “Keeping my promise”
● NO optin form to get the “gifts ”. (That’s for engagement s eries ). No hoops .
● In p.s . - deliver the “gift #2”. Underpromise/ overdeliver. Not 3 days in a row.
● End with another open loop
DAY 0
PerfectWelcomeEmail
DAY 1
“Bes t Of” email 1
DAY 2
“Bes t Of” email 2
DAY 3 & 4
Bonding email ½(optional)
DAY 10
How Can I Help You?email
Campaign overview
[Alt #1] “Best Of” campaign - Day 2● Provides “gift #3”. Mention 3rd gift in subject line because it will cause them to go back in inbox and
look for gifts #1 & 2.
● They won’t find #2 because it’s embedded in gift #1 email.
● If they didn’t get those, they will go look for them and read.
● You’re tra ining them they’ve got to read your emails.
● Social proof - “without a doubt the mos t popular”
● Not the ‘bes t’ - when people hear that, they think it’s B.S.
● ‘Mos t Popular’ is subjective and there’s socia l proof
● “So I know you’ll love it too” - a bit of a embedded command
● Simple, short email - purpose is to s end them to previous
DAY 0
PerfectWelcomeEmail
DAY 1
“Bes t Of” email 1
DAY 2
“Bes t Of” email 2
DAY 3 & 4
Bonding email 1 & 2(optional)
DAY 10
How Can I Help You?email
Campaign overview
[Alt #2] Bonding Campaign - Day 1● This is a lternate path to the “Bes t Of” Campaign
● Des igned to follow Perfect Welcome email
● If you don’t produce a lot of content or you don’t have a lot of exis ting content
● You need to s ay something that is engagement - interes ting Q, interes ting A.
○ “Do you know the #1 reas on to write a book? If you have s omething to s ay.”
● What are you for? What are you agains t? One way is to s ay you don’t like X.
● ‘Congratula tions !’ subject line - deliverability high, people tend to open it
● What do your subscribers really want? (i.e., to lose weight, not diet pills )
● Enter the conversation in their head, use their language
● Giving prais e is the s ign of authority
[Alt #2] Bonding Campaign - Day 2● By this point, they’re opening your messages , recognize your name.
● Teach a key les son from the video.
● If you can make someone think that they never would have thought of something the way you mentioned, you’re an authority in your market
● Whitelis t reminder
● P.S. - identical to what we covered in “Bes t Of” campaign
DAY 0
PerfectWelcomeEmail
DAY 1
“Bes t Of” email 1
DAY 2
“Bes t Of” email 2
DAY 3 & 4
Bonding email 1 & 2(optional)
DAY 10
How Can I Help You?email
Campaign overview
How Can I Help email● Des igned to further engage with your subscribers , and hopefully get in depth
info from them on why they subscribed
● Done right, they’ll tell you exactly what they need and how you can solve their bigges t problem
● This is the ultimate engagement, and will give you ins ight into new products you should create
● Send these from a person - they have a conversational tone
How Can I Help email (con’t)
● Don’t tweak the template to make it formal or profes s ional - this one is meantto have fun with.
● Don’t use this message if you don’t want to respond to people, or have someone monitor replies - it’s the oppos ite of increas ing engagement
● p.s . - if you’re actively on socia l media , include links , shows acces s ibility
● p.p.s . - Socia l media shoutout. Very valuable, people freak about it. If someone takes time to s end you feedback, acknowledge them.
Final notes● Don’t recommend s tacking a bonding campaign AND a Bes t Of campaign
AND a How Can I Help campaign.
● Keep it to 3-5 days , max
● Remember new leads will be receiving your other emails a t the s ame time -you don’t want to s end them too many emails
● BUT...experiment.
● If you do, maybe Welcome email, Bonding, then Bes t Of, then maybe How Can I Help 1 week la ter?
How To Implement It This Week?
Want to get the emails now?Pull out your phone
Send a text to:1-678-506-7543
Send “16welcome”in the message
(or http:/ / 16w.co/ac)
You can put the email templates in use two ways
Download Google doc
Copy each email s eparately
Make the edits you need to cus tomize it for your bus ines s
Pas te into your email s ender
Make final edits
Choose 14 Day Free Tria l of ActiveCampaign
We set it up in your account
You edit the emails and are done
Send “16welcome” to1-678-506-7543 or
http:/ / 16w.co/ ac
OR...
Thank You!Want to ta lk about your company’s marketing?
Skip SheanE: skip@16wells .com
M: (312) 613-6591