marketing automation for small business
Module Seven Transcripts
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 7: AUTOMATION AND LEADPAGES® Bob The Teacher Note: The following transcripts have been created to assist you in implemen:ng the lessons of this course. Since they are essen:ally verba:m, these transcripts should be read with a “speaking” English perspec:ve, as they may contain slight gramma:cal errors due to the nature of recorded training.
Here at LeadPages® we’re very proud of the conversion so=ware that we’ve built but did you know that our so=ware is already pre-‐loaded with some automaBon inside? In this module I want to walk you through what automaBon tacBcs you can uBlize with our so=ware itself and show you exactly how to put that into your business too. We’re proud to have created the industry’s leading plaIorm for lead generaBon and landing page so=ware for small business. We focus on taking what’s been tested and proven in markeBng and handing it to our customers in the form of 4 conversion tools. The LeadPages® suite of conversion tools includes LeadPages®, LeadBoxes®, LeadLinks®, and LeadDigits® -‐ all of which have an amazing markeBng automaBon feature known as 3-‐way lead rouBng. This means informaBon you collect can be passed on to your CRM or ESP, directly to your email inbox, and to a webinar plaIorm like GoToWebinar. LeadPages® also features easy split tesBng experiments and analyBcs so you know what’s working in your markeBng. And our system includes Lead Magnet delivery -‐ so even if you don’t have a website or an email service provider, you can sBll get started with markeBng automaBon and deliver your valuable content to your new subscribers. Let me break down the different ways LeadPages® tools and markeBng automaBon go hand-‐in-‐ hand. Let’s start with our flagship product, LeadPages®. We allow you to quickly and easily create beauBful landing pages based on over 135 high-‐ converBng landing page templates. And that number grows every week. These pages have their own locaBon on the web, and can be published on the LeadPages server or on your own website. They serve as content and conversion points in your automaBon workflows. Specifically, a LeadPage® can generate a lead with opt-‐in pages, or gain customers with sales pages. You can create your Thank You pages with LeadPages® to designate when conversions occur. And you can create content pages to Be together with your follow-‐up nurture sequence. As with any of our tools, when users subscribe to your free offer on a LeadPage®, their data is passed along to your automaBon tools, such as a CRM or Email Service Provider. To see examples of how small business owners like yourself are using LeadPages®, check out our landing page roundups at LeadPages.to/lproundup.
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
2
Next, LeadBoxes® fit in nicely with your markeBng automaBon strategy by increasing the number of lead generaBng opportuniBes on your website. LeadBoxes® are unblockable pop-‐up opt-‐in forms triggered in one of three ways. First, a LeadBox® can be triggered by your visitor’s click of an image, buaon, or text link. Here’s an example from our LeadPages® blog where the click of this content upgrade image results in the LeadBox® appearing. These types of 2-‐step opt-‐in forms conBnue to convert at higher rates than inline opt-‐in forms on a page. Like LeadPages®, LeadBoxes® then pass the collected informaBon to your automaBon tools, like your CRM, ESP, and webinar plaIorm. LeadBoxes® also serve as content and conversion points in your automaBon workflows. For examples of how small business owners are using LeadBoxes® to opBmize their markeBng automaBon, check out the LeadBoxes® round up at LeadPages.to/lbroundup. Split tesBng is an essenBal ingredient to your markeBng automaBon campaigns because you’ll have a much easier Bme gebng beaer results with your landing pages and LeadBoxes®. The LeadPages® so=ware allows you to quickly create A/B split tests with mulBple variaBons for your landing pages and LeadBoxes®. These variaBons are served to your website in a random rotaBon so you get accurate results -‐ but without the usual tech headaches of incorporaBng split tesBng with expensive, hard-‐to-‐figure out third party tools. Our built-‐in analyBcs will show you the winning variaBon of your split test, allowing you to make easy decisions for your markeBng campaigns. With a quick move of a slider, you can adjust the traffic priority of your winning variaBons to opBmize your future traffic. Another markeBng automaBon tool within LeadPages® is called LeadLinks®. LeadLinks® allow you to segment your exisBng list with a single click within your newsleaers. You can also create one-‐ click registraBons for your colleagues to share in their emails on your behalf. LeadLinks® connect to 2 types of your automaBon plaIorms -‐ your CRM or ESP, and your webinar plaIorm with the one-‐click. SegmenBng your list based on subscribers’ interests and choices has never been easier! One of the most exciBng markeBng automaBon tools we offer is LeadDigits®. Imagine a situaBon where your potenBal customer is nowhere near their computer but they want to get free informaBon from you and your company. By using their mobile phone to text a unique word to your LeadDigit®, they’ll be able to subscribe to your email list with a quick text message with their email address. The magic of markeBng automaBon then takes over, as that interested person can be added to your CRM or Email service provider, register for a webinar, and receive your Lead Magnet. Plus, you can automaBcally get an email with their informaBon straight to your inbox, or to a designated team member’s inbox. Finally, LeadPages® works with your markeBng automaBon strategy by delivering your free content to your new subscribers instantly. All four of the LeadPages® conversion tools can be Bed to a lead magnet of your choosing, which is then delivered to your new subscriber’s email inbox. Subscribers receive your uploaded files, which can be a PDF (such as a resource guide, report, white paper, or ebook); an audio MP3; a video MP4; or other office files (such as a spreadsheet, presentaBon, or document).
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
3
Best of all, this Lead Magnet delivery system acts independently of your Email Service Provider or CRM so everyone who wants it will receive your Lead Magnet right away -‐ even if you don’t have an ESP or CRM or they’ve already subscribed to your list. As I stated earlier in this course, you are not required to use LeadPages® to benefit from markeBng automaBon and the strategies in this course. However, your markeBng life becomes a lot easier when you partner with our so=ware to take care of a lot of the heavy li=ing of digital markeBng. All memberships come with unlimited LeadPages® and LeadBoxes®, unlimited traffic and publishing to mulBple domains. You also get a shortcut to creaBng beauBful landing pages with over 135 templates included. Our fantasBc support team and live training will get you going quickly. All accounts come with a 30-‐day, 100% saBsfacBon guarantee so you can try us out risk-‐free for the next month. Split tesBng, LeadDigits®, LeadLinks®, and enhanced support are also included in the Pro and Advanced levels of membership. I’d love to see you on an upcoming live training. So evaluate all the features you’ll get with your account and get started at leadpages.to/automatewithlp.
More From LeadPages® More markeBng educaBon in the LeadPages® Marke:ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautomaBon) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
4
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 7: AUTOMATION AND LEADPAGES® Bob The Teacher Note: The following transcripts have been created to assist you in implemen:ng the lessons of this course. Since they are essen:ally verba:m, these transcripts should be read with a “speaking” English perspec:ve, as they may contain slight gramma:cal errors due to the nature of recorded training.
Here at LeadPages® we’re very proud of the conversion so=ware that we’ve built but did you know that our so=ware is already pre-‐loaded with some automaBon inside? In this module I want to walk you through what automaBon tacBcs you can uBlize with our so=ware itself and show you exactly how to put that into your business too. We’re proud to have created the industry’s leading plaIorm for lead generaBon and landing page so=ware for small business. We focus on taking what’s been tested and proven in markeBng and handing it to our customers in the form of 4 conversion tools. The LeadPages® suite of conversion tools includes LeadPages®, LeadBoxes®, LeadLinks®, and LeadDigits® -‐ all of which have an amazing markeBng automaBon feature known as 3-‐way lead rouBng. This means informaBon you collect can be passed on to your CRM or ESP, directly to your email inbox, and to a webinar plaIorm like GoToWebinar. LeadPages® also features easy split tesBng experiments and analyBcs so you know what’s working in your markeBng. And our system includes Lead Magnet delivery -‐ so even if you don’t have a website or an email service provider, you can sBll get started with markeBng automaBon and deliver your valuable content to your new subscribers. Let me break down the different ways LeadPages® tools and markeBng automaBon go hand-‐in-‐ hand. Let’s start with our flagship product, LeadPages®. We allow you to quickly and easily create beauBful landing pages based on over 135 high-‐ converBng landing page templates. And that number grows every week. These pages have their own locaBon on the web, and can be published on the LeadPages server or on your own website. They serve as content and conversion points in your automaBon workflows. Specifically, a LeadPage® can generate a lead with opt-‐in pages, or gain customers with sales pages. You can create your Thank You pages with LeadPages® to designate when conversions occur. And you can create content pages to Be together with your follow-‐up nurture sequence. As with any of our tools, when users subscribe to your free offer on a LeadPage®, their data is passed along to your automaBon tools, such as a CRM or Email Service Provider. To see examples of how small business owners like yourself are using LeadPages®, check out our landing page roundups at LeadPages.to/lproundup.
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
2
Next, LeadBoxes® fit in nicely with your markeBng automaBon strategy by increasing the number of lead generaBng opportuniBes on your website. LeadBoxes® are unblockable pop-‐up opt-‐in forms triggered in one of three ways. First, a LeadBox® can be triggered by your visitor’s click of an image, buaon, or text link. Here’s an example from our LeadPages® blog where the click of this content upgrade image results in the LeadBox® appearing. These types of 2-‐step opt-‐in forms conBnue to convert at higher rates than inline opt-‐in forms on a page. Like LeadPages®, LeadBoxes® then pass the collected informaBon to your automaBon tools, like your CRM, ESP, and webinar plaIorm. LeadBoxes® also serve as content and conversion points in your automaBon workflows. For examples of how small business owners are using LeadBoxes® to opBmize their markeBng automaBon, check out the LeadBoxes® round up at LeadPages.to/lbroundup. Split tesBng is an essenBal ingredient to your markeBng automaBon campaigns because you’ll have a much easier Bme gebng beaer results with your landing pages and LeadBoxes®. The LeadPages® so=ware allows you to quickly create A/B split tests with mulBple variaBons for your landing pages and LeadBoxes®. These variaBons are served to your website in a random rotaBon so you get accurate results -‐ but without the usual tech headaches of incorporaBng split tesBng with expensive, hard-‐to-‐figure out third party tools. Our built-‐in analyBcs will show you the winning variaBon of your split test, allowing you to make easy decisions for your markeBng campaigns. With a quick move of a slider, you can adjust the traffic priority of your winning variaBons to opBmize your future traffic. Another markeBng automaBon tool within LeadPages® is called LeadLinks®. LeadLinks® allow you to segment your exisBng list with a single click within your newsleaers. You can also create one-‐ click registraBons for your colleagues to share in their emails on your behalf. LeadLinks® connect to 2 types of your automaBon plaIorms -‐ your CRM or ESP, and your webinar plaIorm with the one-‐click. SegmenBng your list based on subscribers’ interests and choices has never been easier! One of the most exciBng markeBng automaBon tools we offer is LeadDigits®. Imagine a situaBon where your potenBal customer is nowhere near their computer but they want to get free informaBon from you and your company. By using their mobile phone to text a unique word to your LeadDigit®, they’ll be able to subscribe to your email list with a quick text message with their email address. The magic of markeBng automaBon then takes over, as that interested person can be added to your CRM or Email service provider, register for a webinar, and receive your Lead Magnet. Plus, you can automaBcally get an email with their informaBon straight to your inbox, or to a designated team member’s inbox. Finally, LeadPages® works with your markeBng automaBon strategy by delivering your free content to your new subscribers instantly. All four of the LeadPages® conversion tools can be Bed to a lead magnet of your choosing, which is then delivered to your new subscriber’s email inbox. Subscribers receive your uploaded files, which can be a PDF (such as a resource guide, report, white paper, or ebook); an audio MP3; a video MP4; or other office files (such as a spreadsheet, presentaBon, or document).
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
3
Best of all, this Lead Magnet delivery system acts independently of your Email Service Provider or CRM so everyone who wants it will receive your Lead Magnet right away -‐ even if you don’t have an ESP or CRM or they’ve already subscribed to your list. As I stated earlier in this course, you are not required to use LeadPages® to benefit from markeBng automaBon and the strategies in this course. However, your markeBng life becomes a lot easier when you partner with our so=ware to take care of a lot of the heavy li=ing of digital markeBng. All memberships come with unlimited LeadPages® and LeadBoxes®, unlimited traffic and publishing to mulBple domains. You also get a shortcut to creaBng beauBful landing pages with over 135 templates included. Our fantasBc support team and live training will get you going quickly. All accounts come with a 30-‐day, 100% saBsfacBon guarantee so you can try us out risk-‐free for the next month. Split tesBng, LeadDigits®, LeadLinks®, and enhanced support are also included in the Pro and Advanced levels of membership. I’d love to see you on an upcoming live training. So evaluate all the features you’ll get with your account and get started at leadpages.to/automatewithlp.
More From LeadPages® More markeBng educaBon in the LeadPages® Marke:ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautomaBon) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® MarkeBng AutomaBon for Small Business -‐ Module Seven Transcripts | Bob Jenkins
4
