marketing automation for small business AWS
Module Nine Transcripts
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 9: AUTOMATION WORKFLOW EXAMPLE - LEAD MAGNET DELIVERY 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.
In this module I want to walk you through the crea9on of a marke9ng automa9on workflow around delivering your lead magnet. As you get a new subscriber you want to make sure they’re taken care of right away and predictability so let’s jump in. The goals of this first automa9on workflow example are to get more email subscribers and to deliver what we promise on a landing page so our new subscribers build confidence in our company. This is one of the most basic but essen9al automa9on workflows you’ll implement in your business. No maDer what size or industry your business is part of, if you want to provide valuable content in exchange for an email address, and if lead genera9on is a focal point for your marke9ng efforts, then this automa9on workflow is for you. In this module, I’m going to break down the two sides of this process so you can see what’s happening behind the scenes, and what your subscribers are going to see. I’ll also show you how I built this workflow using Apple’s Keynote -‐ a standard presenta9on soJware program for the Mac that is similar to MicrosoJ’s PowerPoint. Your automa9on begins with the submission of an opt-‐in form on your website. From there, your system will send out your Lead Magnet. In our case, we use the Lead Magnet Delivery system inside of LeadPages®. If you are not using LeadPages®, you’ll need to upload your file to a web host, Amazon S3, Dropbox, or some other online storage site. Now we come to an automa9on decision, represented by a diamond. The decision to be made is: Is the new subscriber already on my list? If the answer is yes, the system will con9nue sending the follow up sequence as before. If the answer is no, then the system will add the new subscriber to the connected list, and begin sending your pre-‐set follow-‐up nurture sequence that you’ve set up in your CRM or ESP. Now let’s turn to what your visitor sees. First, they’ll visit your landing page or blog post where they’ll find the opportunity to opt-‐in to your list. They’ll be presented with a LeadBox®. At this point, they’ll decide if they want to submit their informa9on or not. If they submit the form, they’ll then see a Thank You Page that you’ve created. Then they’ll receive your Lead Magnet via email, and then con9nue receiving your follow up messages.
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
2
If they do not submit the form, they’ll be presented with an Exit LeadBox one 9me. If they then submit the form, they’ll go to the Thank You Page, receive your LeadMagnet, and con9nue receiving messages. If they don’t fill out the form during this second chance, then they drop out of your marke9ng. These two sides of your automa9on workflow are simple representa9ons for how you’re building your Lead Magnet delivery. You can combine these together if you wish to create a single workflow. That’s totally up to you. In a moment, I’ll show you how I built these simple workflow diagrams using Keynote. However, I’d love to give you a surprise giJ to help you with your email list building educa9on if these types of processes are new to you. The Email List Building Course is a free training we’ve created as a founda9onal educa9on for small business owners focusing on list building. You’ll get our step-‐by-‐step lessons for planning and execu9ng your email marke9ng campaigns. In the course, I show you exactly how we generate more leads and nurture them into customers. To get this free bonus course, simply visit www.LeadPages.net/emaillistbuilding. Now, let me show you how I used Keynote to create this workflow. As I men9oned earlier, Keynote is Apple’s presenta9on soJware, and what I’m about to show you is preDy much the same in both programs. Also, although Keynote and PowerPoint are preDy easy to use, and most likely something you already have access to, we’ll show you two addi9onal soJware tools to build your campaign workflows with in the next two modules: Draw.io and LucidChart. Inside Keynote, start with a new document, and be sure to choose the Wide, blank template. Next, change the slide template to one with a basic 9tle at the top. I like to then add in the different flow chart shapes I’ll want to use in an area of the page, to serve as a kind of workflow paleDe. For simple workflows, you’ll want to use circles, rectangles, and diamonds. Click on the Insert menu, then Shape, and the shape you want. Repeat this for the other two shapes as well. You’ll also want to use arrows in your chart, so go to Insert, Line, and Line with Arrowhead. Drag all your shapes to the corner of your page. For each shape, change the fill color to something that means something to you. We typically use Green and red for the circles to represent the start and stop of the workflow. The diamonds are typically yellow. And I’ll typically use blue or black for the rectangles for the different processes that will happen. Next, select each shape and type the word text four 9mes. You’ll likely have 2-‐4 words on a par9cular node of your workflow. Select each shape and adjust the font type and size so the text is completely visible. If you don’t see the text formabng panel, click on View, Inspector, and Format. Then choose this Text tab. For the arrow, you’ll typically use ver9cal or horizontal arrangements, so click the arrow, go to the arrange tab in the Format Inspector and change the angle to 0 to make an arrow poin9ng to the right. For each arrow you add into your workflow, you’ll be able to rotate your arrows 90 degrees
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
3
to go up, 270 degrees to point down, and 180 degrees to point to the leJ. I recommend crea9ng all 4 direc9ons of your arrows in your workflow paleDe to make it faster to create your diagram. With your workflow paleDe ready, you can begin building out your workflow by copying the shape you want, pas9ng it, and moving it into place. We’ll start with a circle, and change the text. Then we’ll add a copy of the right arrow. Next is a rectangle, with the Send LeadMagnet text. Then we’ll add another right arrow, and a decision diamond and add text. The decision diamond is where our workflow incorporates the If/Else logic of a campaign. We’ll add another arrow to the right, and insert a text box on top of it to represent the If or Yes decision. Then I’ll add a terminal circle and change it’s color to red. Next, I’ll add a down arrow from the decision diamond, and add a No text box on top of it. This serves as the Else choice in our campaign. Then I’ll add a rectangle for the addi9on of the lead to a list. Finally, I want to create a curved arrow to the terminal point in this workflow. To do this, I’ll add an arrow to the right of the rectangle and align the end point to the center of its edge. Then I’ll drag the arrow point to the circle. In order to make my straight arrow curved, I’ll need to right click on the arrow and choose Make Editable. If you are using your Mac’s touchpad, then go to Format, Shapes and Line, and Make Editable. Click in the middle of your arrow to curve it. Repeat these same steps to create more complex workflows as you choose. In the next 2 modules we’ll construct more complex workflows using Draw.io and LucidChart.
More From LeadPages® More marke9ng educa9on in the LeadPages® Marke7ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautoma9on) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
4
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 9: AUTOMATION WORKFLOW EXAMPLE - LEAD MAGNET DELIVERY 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.
In this module I want to walk you through the crea9on of a marke9ng automa9on workflow around delivering your lead magnet. As you get a new subscriber you want to make sure they’re taken care of right away and predictability so let’s jump in. The goals of this first automa9on workflow example are to get more email subscribers and to deliver what we promise on a landing page so our new subscribers build confidence in our company. This is one of the most basic but essen9al automa9on workflows you’ll implement in your business. No maDer what size or industry your business is part of, if you want to provide valuable content in exchange for an email address, and if lead genera9on is a focal point for your marke9ng efforts, then this automa9on workflow is for you. In this module, I’m going to break down the two sides of this process so you can see what’s happening behind the scenes, and what your subscribers are going to see. I’ll also show you how I built this workflow using Apple’s Keynote -‐ a standard presenta9on soJware program for the Mac that is similar to MicrosoJ’s PowerPoint. Your automa9on begins with the submission of an opt-‐in form on your website. From there, your system will send out your Lead Magnet. In our case, we use the Lead Magnet Delivery system inside of LeadPages®. If you are not using LeadPages®, you’ll need to upload your file to a web host, Amazon S3, Dropbox, or some other online storage site. Now we come to an automa9on decision, represented by a diamond. The decision to be made is: Is the new subscriber already on my list? If the answer is yes, the system will con9nue sending the follow up sequence as before. If the answer is no, then the system will add the new subscriber to the connected list, and begin sending your pre-‐set follow-‐up nurture sequence that you’ve set up in your CRM or ESP. Now let’s turn to what your visitor sees. First, they’ll visit your landing page or blog post where they’ll find the opportunity to opt-‐in to your list. They’ll be presented with a LeadBox®. At this point, they’ll decide if they want to submit their informa9on or not. If they submit the form, they’ll then see a Thank You Page that you’ve created. Then they’ll receive your Lead Magnet via email, and then con9nue receiving your follow up messages.
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
2
If they do not submit the form, they’ll be presented with an Exit LeadBox one 9me. If they then submit the form, they’ll go to the Thank You Page, receive your LeadMagnet, and con9nue receiving messages. If they don’t fill out the form during this second chance, then they drop out of your marke9ng. These two sides of your automa9on workflow are simple representa9ons for how you’re building your Lead Magnet delivery. You can combine these together if you wish to create a single workflow. That’s totally up to you. In a moment, I’ll show you how I built these simple workflow diagrams using Keynote. However, I’d love to give you a surprise giJ to help you with your email list building educa9on if these types of processes are new to you. The Email List Building Course is a free training we’ve created as a founda9onal educa9on for small business owners focusing on list building. You’ll get our step-‐by-‐step lessons for planning and execu9ng your email marke9ng campaigns. In the course, I show you exactly how we generate more leads and nurture them into customers. To get this free bonus course, simply visit www.LeadPages.net/emaillistbuilding. Now, let me show you how I used Keynote to create this workflow. As I men9oned earlier, Keynote is Apple’s presenta9on soJware, and what I’m about to show you is preDy much the same in both programs. Also, although Keynote and PowerPoint are preDy easy to use, and most likely something you already have access to, we’ll show you two addi9onal soJware tools to build your campaign workflows with in the next two modules: Draw.io and LucidChart. Inside Keynote, start with a new document, and be sure to choose the Wide, blank template. Next, change the slide template to one with a basic 9tle at the top. I like to then add in the different flow chart shapes I’ll want to use in an area of the page, to serve as a kind of workflow paleDe. For simple workflows, you’ll want to use circles, rectangles, and diamonds. Click on the Insert menu, then Shape, and the shape you want. Repeat this for the other two shapes as well. You’ll also want to use arrows in your chart, so go to Insert, Line, and Line with Arrowhead. Drag all your shapes to the corner of your page. For each shape, change the fill color to something that means something to you. We typically use Green and red for the circles to represent the start and stop of the workflow. The diamonds are typically yellow. And I’ll typically use blue or black for the rectangles for the different processes that will happen. Next, select each shape and type the word text four 9mes. You’ll likely have 2-‐4 words on a par9cular node of your workflow. Select each shape and adjust the font type and size so the text is completely visible. If you don’t see the text formabng panel, click on View, Inspector, and Format. Then choose this Text tab. For the arrow, you’ll typically use ver9cal or horizontal arrangements, so click the arrow, go to the arrange tab in the Format Inspector and change the angle to 0 to make an arrow poin9ng to the right. For each arrow you add into your workflow, you’ll be able to rotate your arrows 90 degrees
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
3
to go up, 270 degrees to point down, and 180 degrees to point to the leJ. I recommend crea9ng all 4 direc9ons of your arrows in your workflow paleDe to make it faster to create your diagram. With your workflow paleDe ready, you can begin building out your workflow by copying the shape you want, pas9ng it, and moving it into place. We’ll start with a circle, and change the text. Then we’ll add a copy of the right arrow. Next is a rectangle, with the Send LeadMagnet text. Then we’ll add another right arrow, and a decision diamond and add text. The decision diamond is where our workflow incorporates the If/Else logic of a campaign. We’ll add another arrow to the right, and insert a text box on top of it to represent the If or Yes decision. Then I’ll add a terminal circle and change it’s color to red. Next, I’ll add a down arrow from the decision diamond, and add a No text box on top of it. This serves as the Else choice in our campaign. Then I’ll add a rectangle for the addi9on of the lead to a list. Finally, I want to create a curved arrow to the terminal point in this workflow. To do this, I’ll add an arrow to the right of the rectangle and align the end point to the center of its edge. Then I’ll drag the arrow point to the circle. In order to make my straight arrow curved, I’ll need to right click on the arrow and choose Make Editable. If you are using your Mac’s touchpad, then go to Format, Shapes and Line, and Make Editable. Click in the middle of your arrow to curve it. Repeat these same steps to create more complex workflows as you choose. In the next 2 modules we’ll construct more complex workflows using Draw.io and LucidChart.
More From LeadPages® More marke9ng educa9on in the LeadPages® Marke7ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautoma9on) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® Marke9ng Automa9on for Small Business -‐ Module Nine Transcripts | Bob Jenkins
4
