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Paul Sokol

Campaign Builder Mad Scientist

I'm Infusionsoft's mad scientist around the visual campaign builder and spend my days creating automated marketing campaigns for the masses. It is literally the most fun I've ever had!. I'm an electrical engineer by trade with a passion for music, skateboarding and life in general; I love being given a challenge and figuring out a solution!

Recent Posts

Free Campaign of the Month: Long Term Prospect Nurture

Have you ever heard the old sales adage, “It takes six ‘no’s to get one ‘yes’ “? I’ve heard this wisdom imparted with as many as eight ‘no’s, but the whole idea is that you have to ask for the sale multiple times before the prospect actually says yes. You have to work through those ‘no’s in order to get that much closer to the sale.

The higher level lesson you can extract is that the magic is in the follow up, whether you are specifically asking for an order or not. If you are persistent you have a greater chance of getting what you want, which is usually closing the deal. For example, my dad had to ask my mom to marry him at least four times before she actually took him seriously. True story.

This is where the idea of nurturing is born. If a prospect isn’t ready to buy right now, that doesn’t mean they won’t be ready sometime in the future. The winning business stays in front of this prospect in a respectful and helpful manner so that when he or she is ready, they’ll have no doubt who can best serve their needs.

The concept of nurturing is well known and you can find all sorts of resources about it, but the actual execution of  nurture is a bit harder to pin down until you read the information available to you in this post.

To help you stay in front of your warm prospects, I am thrilled to announce the September 2014 Free Campaign of the Month: Long Term Prospect Nurture

Long Term Prospect Nurture ModelClick for larger version

While that model may look a bit imposing, it is actually really simple. Insert two educational online resources (like  blog posts, or videos) and this campaign drips out the resources one month at a time. After the first resource is delivered, the prospect can choose to receive resources every other month to extend the duration of the campaign. At any time, the prospect can click on a link to say, “I’m ready!” which creates a follow-up task for someone to reach out individually.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace. Since the long term nurture concept transcends industries, I’d say that every customer should use it. It does not matter if you are B2B or B2C, because you will have prospects that are interested, but just not ready to buy at the moment.

Anything else I should know?

The first email of this campaign goes out one month after a prospect gets added. The expectation is that you’ll be using this campaign after the main sales process concludes and the prospect still isn’t yet ready to buy. This can happen manually when an employee puts a specific note on a contact or automatically when another campaign applies the “start nurture” tag.

Rome wasn’t built in a day and neither was a good nurture campaign. This is a campaign you want to get into place ASAP because even if you launch it immediately after leaving your comment on this post, it will take a minimum of 30 days before prospects can potentially bubble up.

This campaign was designed to require only two online resources so it can be implemented very quickly. By following the campaign setup instructions, you can begin putting warm prospects into this campaign after only 10 minutes. There is also an email that invites the prospect to join you on social media. If you don’t use social, you can simply remove those emails from your version of this campaign.

The Prospect Long Term Nurture is a textbook example of “Set it, and forget it”!

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

That’s it for this month, but please let me know what you think in the comments below and keep your eyes peeled for next month’s campaign that will help you add more prospects into your sales funnel with ease!

Campaign Reporting Demystified: Pull Meaningful Data

Do you remember digital alarm clocks?  They were pretty simple: all you had to do was set a time to wake up and when the alarm rang, if you hit snooze, there was a fixed period of time the alarm waited before unleashing another vociferous slumber disruption.

These days, most smart devices have an alarm function. They still retain basic alarm functionality, but there are also other bells and whistles that their analog relatives could have only dreamed of. For example, I use my iPhone as an alarm clock and I’ve got it set to wake me with a specific song each work week morning. This way, I don’t have to remember to turn off my alarm on Friday night if I want to sleep in on Saturday morning.

On the surface of your alarm, there is the basic functionality, but when you dig in a bit deeper, you discover tricks and features, like using a song for an alarm or adjusting the message it displays when it goes off.

When it comes to gleaning information from the Infusionsoft Campaign Builder, the process is actually very similar to your alarm;  you have the basic at-face-value Performance mode, but if you explore a bit deeper you can get extremely targeted and meaningful reporting.

The problem is, most people don’t know there are deep, onion-like layers within campaign reporting.  But that is all about to change because this post is going to empower you to pull the most useful campaign data within your Infusionsoft application!

Performance Mode is A Great Starting Point For Reporting

Performance Mode by itself is a great way to get a quick view of how things are performing. You can either see the current state of where people are in your campaigns or you can look at historical data within the last 30 days or 24 hours.

But again, this is just what you see on the surface. At the end of this post, I will show you how to pull the your reports directly from Performance mode. First I’d like to explain the different types of reporting available in the Marketing reports.

Five Campaign Reports

The five campaign reports found in Marketing>Reports

What is the current status of a campaign?

When you look at the speedometer of your car, it tells you how fast you are going at that very moment — it’s the instantaneous velocity if you want to go into specifics. Campaigns are similar. At any given time you can see how your campaigns are performing.

Reporting Question #1: Who is in a campaign? “Unique Campaign Contacts”

When you just want to see how many people are in the campaign, there is a report for that. The “Unique Campaign Contacts” report will show you everybody that is in a particular campaign along with how many different sequences they are in. As with all reports or searches inside Infusionsoft, you can also filter down the results based on tags and other information in the contact record.

Reporting Question #2: Who is in (or WAS in) a specific campaign sequence? “Campaign Contacts”

When you just want to see how many people are in a specific sequence within a campaign, this is the report to use. This report can also be used for historical information, not just current sequence status, so you’re able to answer two questions with one report.

This report allows you to select the campaign sequence(s) on which you want to report. However, there are three states someone can be in with regards to a sequence and they need to be defined:

  • Active – “Who is in the sequence right now?” This means the contact is in the sequence and they are waiting to receive more things (emails, tasks, etc.). As far as the current status of a campaign, this is what you want to search for to find people actively receiving things from a campaign.
  • Queued – “Who was in this sequence but didn’t move ahead in the campaign?” This means the contact has received all sequence steps and they did not achieve a goal further in the campaign and they did not automatically flow into another sequence. Think of it like a holding bucket for everyone that went through a sequence and that is where the campaign stopped for them. Since these contacts are no longer “active” in the sequence, this is a historical sequence data point.
  • Done – “Who was in this sequence and DID move ahead in the campaign?” This means the contact was in a sequence and they did achieve a goal further into the campaign or flowed into another sequence; the sequence has “done” its job of pushing someone along within the campaign. Similar to Queued, this is another historical data point for sequences.

Reporting Question #3: Who is waiting to receive a specific step within a specific sequence of a campaign? “Campaign Contacts Waiting”

Have you ever wondered how many people will get a specific email, task or tag next? This is the report you need to use. You can search for a specific step within a sequence and see not only how many people are waiting to get it, but when it is scheduled.

To summarize:

  • You can find who is in a campaign
  • You can find who is active in a specific sequence of a campaign
  • You can find who is scheduled to receive a specific step within a particular sequence

That takes us from the highest level campaign view down to the individual pieces. So what’s next?

Historically, what has happened in a campaign?

The odometer of your car shows you how many miles you’ve driven. Inside Infusionsoft, you can also look at historical data to see what has occurred over the course of your campaigns.

Reporting Question #4: Who has received a specific step within a specific sequence of a campaign? “Sequence Step Recipients”

When you want to see how many people have received a specific step from a campaign’s sequence, you will want to use sequence step recipients! You’ll not only be able to see who has received a particular step, but when the step was processed for that individual.

Reporting Question #5: Who has achieved a particular campaign goal? “Campaign Goal Completion”

When you want to see how many people have achieved a certain goal within a campaign, this is the report you need to use. This is one of the reports I rely on when determining campaign results because it is the meat and potatoes of reports. By comparing how many people hit one goal to how many of those hit another goal, you can start seeing and measuring campaign effectiveness.

For example, if 100 people opt in to a free report, a web form goal, and 50 people actually download it, a link click goal, you’ve got a 50% redemption rate. This allows you to establish baseline performance results that you can work to improve. You can also use those for predicting results. Given the previous example, if I can drive a thousand people to opt-in, I should expect about 500 downloads.

To summarize:

  • You can see who has received a specific step within a particular sequence
  • You can see who has finished a sequence and stopped (queued) or who was in a sequence and moved on (done) Remember, these are from the “campaign contacts” report we covered above
  • You can see who has achieved a specific goal within a campaign

Those reports are great, but do I have to create them manually each time?

Before we started peeling off the reporting layers, I briefly mentioned Performance Mode. While you can manually set the campaign reporting filters, Performance Mode can be used to do most of the heavy lifting when you want to build campaign reporting. Here is how:

When you look at any view in Performance Mode (either “active” or “historical”) and you hover over any object, you see a blue person icon appear in the upper right. If you double click into sequences, you can hover over the individual steps and get this icon, as well.

Performance Mode Example

If you click on that icon, it will take you into the pre-configured report for that object and mode. In the image above, I show a sequence in active Performance Mode. When I click on that blue icon it will take me into the Campaign Contacts report and show me everyone in that sequence who is active. When you are in Performance Mode looking at active view, it actually shows you who is active and who is queued. The top number in blue is active and the bottom orange number with the cloud is queued. Clicking into the report will just show active people, but you can click edit criteria/columns and adjust the sequence status filter to show queued or done contacts, as well.

Performance Mode only shows the last 24 hours or 30 days. When you click on the blue icon and go to a historical report, it assumes 24 hours/30 days depending on what you select. However, by using edit criteria/columns you can change the date ranges for whatever your reporting purposes are.

From here you can save those reports and put them on your dashboard for easy, at-a-glance reporting.

That is a lot to remember. Can you give me a quick overview?

You got it! When you need reporting, this should be your thought process when looking at Performance Mode:

  1. Do I need historical or right-now data?
    Historical = Historical view
    Right now = Active view
  2. Find the object you want to report on. Remember, you can double click into sequences to access the individual steps.
  3. Hover over that object and click on the blue person icon to go into the report.
  4. Click on edit criteria/columns and adjust as needed, particularly for historical reports so you can change the date ranges.

That’s it! It might take you a while to get the hang of it, but pretty soon you’ll be pulling campaign data in your sleep.

Did this help you? Are you more confused than ever? Leave a comment below and let me know!

 

Free Campaign of the Month: Sales Pipeline Starter Kit

Quick! Can you succinctly describe your sales process in a few sentences? In no more than a paragraph’s worth of words?

Think about it for a moment; I’ll wait.

If a short sales process description doesn’t come to mind, it’s alright.  Even if you can answer the question, I am happy to share a very special campaign that will help you further refine how you make sales.

Pipeline campaign of the month

Develop a sales pipeline

Your sales process is arguably one of the most critical pieces in the living entity of your business. No sales equals no revenue, and if that occurs too long, you’ll end up without business. Our research has revealed that when it comes to small businesses, having a clearly defined and effective sales pipeline is a rarity, but so very necessary for success.

The operative words are “clearly defined” and “effective.” A clearly defined sales pipeline has specific and explicit milestones throughout the process and at Infusionsoft, we call those milestones your sales stages. Each stage implies that certain things have happened up to that point, and certain actions must be taken by a prospect in order to push the sale along.

An effective pipeline doesn’t necessarily mean high conversions — especially when starting out — but it does mean that the strategy behind it leads to meaningful reporting. This type of visibility into your pipeline makes it easy to adjust or fix what isn’t working and to amplify what is.

There is a module in Infusionsoft called Opportunities, which is the sales pipeline piece of the software. I’ve written about these before in a 3-part series because, in my opinion, it is the most powerful part of Infusionsoft and needs a thorough explanation. There is nothing else in the software that so elegantly blends the CRM and e-commerce with automation like the Opportunities module.

However, in the past we haven’t done a delightful job showing how to properly setup your sales pipeline and, more importantly, how to properly work your pipeline. Its not enough to get it setup, to make the money you’ve got to actually use it!

For this very reason, I’m beyond jovial (even more than last month) to unveil the August 2014 Free Campaign of the Month: Sales Pipeline Starter Kit.

Sales Pipeline Starter KitClick for larger view

The campaign’s purpose is to give you a customizable sales pipeline framework you can feel confident in, along with training on the setup and management of it once implemented. Frankly, the campaign itself doesn’t contain the magic; its the diligent and proper usage of Opportunities that create huge revenues. The campaign provides the sales stage framework for any sales process, at any price point, regardless of the length of the sales cycle. The four recommended sales stages will allow you to do a dive deep into the effectiveness of your lead generation and sales teams.

Who can use it?

Any Infusionsoft, customers can download any campaign from the Infusionsoft Marketplace, but because the Sales Pipeline Starter Kit  uses Opportunities, you need to have the right edition of the software. As of this blog post, the two versions of Infusionsoft that include Opportunities are the Deluxe Sales and Complete editions.

Opportunities are merely a manual accountability tool for the sales process, so while you don’t need a sales team to use this — for example, if you are a sole proprietor — an individual does have to be involved to sell your goods and services. If you have an automated funnel that doesn’t require a prospect to speak to a live person, this particular campaign isn’t going to help you very much, but it will work for both B2B and B2C businesses that use individuals to sell.

Anything else I should know?

The campaign comes out of the box with four recommended sales stages (see stage definitions on the left side of the image above) and two stages we expect you to customize. While you may be thinking that you need more than just two sales stages after qualified, I invite you to try on the idea that you really don’t. I have personally set up many opportunity pipelines using those stages and in most cases, there are not more than 6 stages in the entire process (not including Win/Lost stages). The more stages your pipeline has, the more challenging it will be for your sales reps to manage in their day-to-day, and the more challenging your reporting as a sales manager will be. Can you add extra stages? Of course! However, I’d try and see if you can pick two really meaningful milestones after qualified and use those for a bit. If, after a few months, you really do need more granularity in the stages, then add more.

The campaign launch instructions live in a Help Center article that is a linked on the campaign itself and this is because the campaign setup also requires you to build your dashboard and learn how to manage your pipeline daily. It will make it much easier for you to build the campaign by watching the help videos.

There is one very important point to consider with this campaign: To make money using a sales pipeline, you have to commit to working your pipeline daily! Remember, an opportunity is simply a manual accountability tool. You tell the system when you need to follow up with a prospect next, but it is up to you to build the habit of logging in daily and seeing who you said you were going to talk to today. Based on past experience with customers in pipeline setup, the the primary reason  they “fail” is because they are not committed to logging in every morning and working their pipeline. But when they do use it daily, watch out! The results are often beyond their expectations!

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

That’s it for this month, but please let me know what you think in the comments below and keep your eyes peeled for next month’s campaign that will help you with following up with warm leads before the sale. You’ll need that campaign after you implement this month’s  campaign and develop a great sales pipeline.

4 Proven Infusionsoft Campaigns and 4 You Should Use

Performing an audit of your email campaigns can only help you gain a better perspective on the tie between email campaign success, lead quality and whether or not you’re hitting your target market.  The top four performing Infusionsoft Campaigns perform for a reason: they help users scrub lists, send timely messages, get social and convert leads.  However, there are four campaigns that you might not be using, but should if you want to recover hard bounces, recover cart deserters, stay on top of requests and grow your sales and save time. Read on to give your campaign arsenal an update that works for your business.

Infusionsoft Campaigns

Clean Your Contact List

This campaign has been used by over 200 Infusionsoft customers to clean nearly 900,000 emails. Keeping your list scrubbed, updated and segmented is paramount to your small business’ automated marketing success. By eliminating out-of-date contacts or those who no longer fall into your target market, you can email the most relevant people about your services and products, increase open rates of your emails and reduce duplicate emails. Implement a regular cadence of list scrubbing every three months and remain dedicated to having quality contacts, rather than simply increasing the size of your list.

Birthday Reminders

Over 200 Infusionsoft customers have scheduled nearly half a million birthday emails, which have fostered relationships with their customers and helped establish a stronger connection. By automatically reaching out to customers on their birthday, you place your business at the forefront of their mind, even if they haven’t purchased in a while. Sending reminders or strategic messages on key dates keeps the conversation going and keeps your business relevant to your customer – automatically!

Grow Your Social Following

Over 150,000 people have been invited to follow Infusionsoft customers on social and counting! As social media continues to dominate marketing channels, it only makes sense that we ask our customers and prospects to engage with us on social platforms. This email campaign has proven itself successful in eliciting action from leads and turning them into social followers, which gives your business another channel through which to communicate, share promotions, industry updates or motivational quote.

Focus On Your Hottest Leads

Over 88,000 lead score goals have been reached by Infusionsoft customers using this campaign. When you outline what a qualified sales lead looks like and then score them in your CRM, you are able to segment your contact lists into the hottest leads, versus the so-so, making your targeted messaging even more relevant to the recipient. While you have to make sure you are nurturing your lukewarm leads, a focused approach on hot leads will lead to closing more sales. By setting specific criteria for your leads, you can read “digital body language” and classify the likelihood of purchase from a particular lead. This campaign allows you to take your hottest lead and focus your energy on converting them into customers.

Infusionsoft Campaigns

The 4 Infusionsoft campaigns you should be using

Hard Bounce Recovery

In the world of email marketing, a hard bounce – an email message that is considered permanently undeliverable – is an unwelcome occurrence. Hard bounces can result from errors in the email address, the domain or because the recipient has blocked delivery. A hard bounce will disable an email from your list and exclude it from future campaigns. As a small business owner focused on list building, hard bounces are not a welcome occurrence.

The Hard Bounce Recovery campaign will help you proactively recover hard bounces as they occur – keeping your contact information up-to-date for all prospects and customers. A phone recovery sequence will create a series of follow-up tasks for all customers who have had emails hard bounce. Once the email address has been properly updated, the customer can be successfully returned to the email campaign and the valuable relationship maintained.

Turn Abandoned Carts into Sales

Abandoned shopping carts are a huge issue for small business owners who rely on online sales. Although 75% of first time visitors had an intention to buy, an average of 67.45% of shopping carts are abandoned without purchase. Nurturing those potential customers into sales is a source of potential revenue that should not be ignored.

The Turn Abandoned Carts into Sales campaign has a 7.3% global order recover rate – with over 300 abandoned orders recovered following use of the campaign. By initiating a follow up contact when a visitor begins a purchase (by clicking a link in an email or order form) without following through, the visitor is reminded of their intention and given incentive to return and complete the purchase.

Automate Contact Requests

The majority of small business owners are working alone or with minimal support. Keeping up with contacts and service requests can be a time-consuming tasks. Yet, in order to wow your customers and ensure they feel that their needs and concerns are important – it is vital to stay on top of all of the customer contacts and requests your company receives.

The Automate Contact Requests campaign will guarantee that all prospects and contact requests receive an immediate email response. It also assigns the inquiry to someone in your company who will be tasked with the follow up. Your customers and prospects will know that you care enough to take their correspondence seriously, and you can relax knowing that this process is automated.

Business-In-A-Box

Owning a new small business can sometimes seem like the perfect example of having too much to do and too little time to do it all. There is no doubt that automating your email marketing can dramatically assist you in freeing up those hours, but sometimes it can be difficult to know where to begin.

The Business-In-A-Box campaign bundles three separated campaigns that help grow sales and save time. When new leads come into your website, the campaign creates follow up tasks through the entire sales process. Once the lead has become your customer, a welcome sequence helps turn them into a raving fan. Best of all – the estimated time to launch the entire set of campaigns is less than 30 minutes.  With this campaign you’ll be on your way to success in no time!

Using these campaigns can help you get organized, save time and grow sales, especially during the summer months, when many small business owners find themselves either completely swamped or starving for business.  By being smart and intentional with your business efforts, you can own your summer.  If you’re searching for more tools that will help your business thrive, check out Infusionsoft’s summer campaign, which features an academy that equips you with tools for success.

How have you implemented new tools to free yourself to own your summer?

Free Campaign of the Month: Business-In-A-Box using Lifecycle Marketing

Imagine you want to start playing electric guitar and if you already play guitar, let’s pretend you are brand new, without any equipment.  This will all make sense in a moment.

To play guitar, you need a few things at minimum: a guitar, guitar cables and an amp. As a brand new guitarist with minimal sound gear knowledge, when standing in the music store, what is easier for you?

  • Buying a guitar, cords and an amp separately
  • Buying a starter kit that includes all those items

If you don’t know much more than, “I want to play electric guitar,” choosing the equipment separately is probably a daunting task. How do you know if this is the right amp or the right type of guitar cable?

By getting a starter kit, you can feel confident that all the components are compatible with each other and you can focus on learning to play; it accelerates your progress.

At Infusionsoft, our purpose is “To help small businesses succeed.” Our software provides a platform to enable this, but there is still the issue of implementation. To help, we’ve created an industry-agnostic framework called Lifecycle Marketing. The general idea is you must attract leads, have a process to sell them and  a strategy for wowing them once they become a new customer.

This makes sense, right?

However, how do you actually implement this for your business? How can you attract leads? How can you follow up with them to sell and then wow them?

The task of fully implementing Lifecycle Marketing has been an Achilles Heel for Infusionsoft. Users used to start from a blank campaign canvas and build  out each phase themselves, which can be a daunting task, even for the most seasoned users.

That all changes today!

Similar to the electric guitar starter kit, we have developed a complete three campaign package that provides a full Lifecycle Marketing framework. It is with great pleasure I announce the July 2014 Free Campaign of the Month: Business-In-A-Box.

Business-In-A-BoxClick for larger view

These three campaign models lay the groundwork for you to easily attract and capture leads, follow up with them to the sale and then wow new customers. Even though they are three separate campaigns, they are designed to work with each other. For example, the new lead follow up task from the Attract campaign instructs the user to use any of the three note templates found in the Sell campaign. Once someone becomes a customer, you can apply another note to indicate this OR if you are using eCommerce it will automatically start once a purchase is made.

Who Can Use It?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace, but this campaign is designed to give you a framework to build your own Lifecycle Marketing implementation. As a result, won’t be as useful for Infusionsoft users that already have systems in place for attracting, selling and wowing, however, this framework will work for both B2B and B2C businesses.

Anything else I should know?

These campaigns have the crucial elements necessary for a full implementation. The idea is that you can take these starting points and customize them for your own unique business needs. Also, if you already have certain Lifecycle Marketing systems in place, you can still use this. Just be sure to use the areas where there is a gap. For example, if you have a working sales funnel but no new customer nurture, simply use the Wow campaign.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

That’s it for this month. Let me know what you think in the comments below and next month I’ve got something for those people who need a solid sales pipeline!

Post image for Free Campaign of the Month: Easy Hiring
Free Campaign of the Month: Easy Hiring

Remember when you applied for your first job? You had to fill out a paper application and hand it in. If you were lucky, a big chain would have a super fancy computer to collect that information. Either way, after submitting the application, you were left twiddling your thumbs. You had to wait for someone to actually look at it and follow up with you.

Then there was a week or more worth of anxiety waiting for the call back.

Today, you are on the other side of the coin as a small business owner. You are the one doing the hiring. So now you are the one hand sorting applications and following up with applicants weeks later to setup an interview. And while it may make your job hopeful anxious, it undoubtedly causes a lot of stress for you as well. You are already wearing a lot of hats and chasing down job applicants for an interview is another expenditure of your precious time.

Is this the best way you could be making a hiring decision?

With all the automation capabilities of Infusionsoft, wouldn’t it be nice if there were some way to streamline the initial job application process too?

One of the themes at Infusionsoft this year is ‘Own Your Summer’. For some business owners this will mean escaping the sales lull by working smarter rather than harder. For others it will mean  finding time during your busy season to actually enjoy summer.  Either way it’s about putting less hours into your business and getting better results.

This month’s campaign is designed to help you streamline your hiring process so you can enjoy your summer instead of adding another task to the to-do list. Introducing the June 2014 Free Campaign of the Month: Easy Hiring

Easy Hiring Campaign Model

Click for larger view

This campaign’s purpose is to provide an online application process for a job you need to fill. It is actually a novel implementation of the two step web form campaigns from last month since we are driving someone from one form to another. The difference is that we are requiring them to confirm their email address first before completing their application. Even though that seems really simple, adding this one extra step will help you weed out the tire-kickers who probably wouldn’t have been a good fit anyway. Once someone completes part 2 of the application, Infusionsoft assigns a task for someone to review their application and take it from there.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace, but this campaign is designed to help hiring owners and managers. You are most likely going to turn it on and off alongside the demand for new employees. This will work for both B2B and B2C businesses.

Anything else I should know?

The campaign comes out of the box with five great application questions on the Part 2 landing page. However, the application is completely customizable so you can add or remove as many application questions as you want. This campaign “ends” when someone has finished their initial application. The hiring process has more going on than just an application, feel free to modify the end of this campaign to incorporate your existing hiring process once someone submits a new application.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

That’s it for this month. Let me know what you think in the comments below and next month I’ve got a ‘Business In A Box’ for you. What’s that? Well, you’ll just have to speculate until then.

Post image for Free Campaign of the Month: Two-Step Web Forms for Courting Leads
Free Campaign of the Month: Two-Step Web Forms for Courting Leads

Imagine for a second, one of your single friends is at a party and they spot someone they are interested in taking out on a date. Which tactic do you think is going to be most effective for getting one?

After walking up and introducing themselves, they can:

  • Ask for the person’s phone number
  • Ask for the person’s phone number and home address

To secure a date, at the very least, your friend is going to need a phone number to facilitate meeting up. But is the home address really necessary?

Not at this stage. There is a fragile amount of trust that will allow someone to give out their number (or any other information). Push too hard for more details, and your friend will likely climb up a few points on the creepy scale.

Don’t Creep Out Your Leads

When it comes to marketing and lead generation, it is very similar to dating. You have to court the lead and build a trusting relationship before trying to take things to the next level.

Trust is built progressively as the relationship flourishes just like when dating. You have to start slow. Ask tactical, polite questions and accept the fact that you don’t get to know everything about a person at first contact. So don’t expect for your leads to be any different.

Ease them into interacting with your business by asking the bare minimum to strike up a relationship.

The most common way for a lead to show they trust your business online is by filling out a web form, so make it as painless as possible. This new lead believes that you will handle the  information they provide with care, but they aren’t willing to bet the farm on it with every personal detail they hold. Request only what you need to begin communicating. From that point you will have the opportunity to do one of two things: continue establishing your trustworthiness or break their faith in you entirely. If you do the former, you’ll likely have earned the right to collect more information.

Real-World Application

Let’s say you want people to reach out for a free consultation. In order to do this, you need their phone number so you can schedule the appointment and maybe their email address to send a confirmation once it has been scheduled. If you have a web form that collects their name, email and phone number that is a decent amount of information they are entrusting you to protect. Requiring those three pieces of information may be too much for someone to proceed.

If you ask for their name and email first, it reduces friction in the process and gives a little room to breathe (and for you to prove yourself) before asking for the number. The easier the experience is for the new lead, the better chance you’ll have at taking the connection deeper.

Providing two pieces of information initially is a lower risk in the eyes of your lead and can be great for boosting conversion rates. And if someone drops off without sharing a phone number, they probably weren’t a qualified lead to begin with.

This progressive lead capture tactic is extremely popular which is why I’m very excited to share with you not one, but two free campaigns of the month that are both a two step web form.

 Free Campaign for May 2014 #1: Free Consultation

Two Step Web Form - Free ConsultationClick for a larger version

This campaign’s purpose is to deliver engaged leads that want to receive a phone call to schedule a consultation. After someone fills out the first web form, they are taken to the second form which asks for their phone number. Upon phone number submission, a task is created to call and schedule. If someone falls out after the first form, email follow-up occurs to try and get that number.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace, but this campaign is designed to be used for capturing leads who want a free consultation. This tactic works well for both B2B and B2C business. However, with a B2B, it may be more of a demo instead of a consultation.

Anything else I should know?

Since this campaign is designed to be used for progressive name and email then phone number capture, you can use this tactic in many different ways. Don’t just limit it to a free consultation. Maybe after signing up for your newsletter you ask for their phone number to do an SMS reminder each time one goes out. Or maybe you collect someone’s phone number after they register for a webinar for a voice broadcast reminder.

At its core, you are going from an email channel then to a voice-to-voice channel (phone). There are many different ways to strategically leverage this tactic.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

Now, that is how you go from name and email to a phone number capture, but what if you want to collect an address instead? Glad you asked fair reader!

Free Campaign for May 2014 #2: Digital to Physical

Two Step Web Form - Digital to PhysicalClick for a larger version

This campaign’s purpose is to build your physical mailing list. After someone fills out the first web form for some free digital resource, they are taken to the second form which offers a free physical version of what they just requested.

If they provide a mailing address, a task is created to mail a physical version. Even if they don’t provide a mailing address, they still receive the digital copy immediately and are reminded of the physical offering.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace, but this campaign is designed to be used for building your mailing list. This tactic works well for both B2B and B2C business, but I would wager it is a more popular B2B tactic since those are usually higher-ticket items and have longer sales cycles; which means the higher acquisition cost of physically mailing is more easily justified.

Anything else I should know?

Since this campaign is designed to be used for progressive name and email then address capture, you can use this tactic in many different ways. (Who would have guessed, right?) Don’t just limit it toa digital resource. Maybe after signing up for your newsletter you want to mail them a coupon as a bonus. Or maybe you collect someone’s address after they sign up for an online demo so you can send them more information about the demo they see.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account.

Whew! That’s it for now. Let me know what you think in the comments and I’ll see you next month with another free campaign to help your small business.

 

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