marketing automation for small business AWS
Module Ten Transcripts
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 10: AUTOMATION WORKFLOW EXAMPLE - WEBINARS BEFORE AND AFTER Bob The Teacher and Chris Davis 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 the remaining modules here in the marke6ng automa6on course I want to walk you through the prac6cal applica6on of these strategies into real world scenarios and in this first workflow we’re going to map out the automa6on campaign for a webinar. To help me do that I’m going to turn once again to Chris Davis our head of marke6ng automa6on here at LeadPages®. Bob:
Hi Chris, thanks for joining me for another module of the marke6ng automa6on for small business course.
Chris:
Yes, glad to be here Bob, I’m excited.
Bob:
I am too and am really looking forward to having you walk us through this workflow for automa6ng a webinar marke6ng strategy.
Chris:
Yes, yes, yes.
Bob:
Before we dive in, I think it's really important, I know you stress this, we really want to be thinking first of what are achieve goal. What are you wan6ng to achieve when you put together a marke6ng automa6on workflow for webinars.
Chris:
I’m glad you asked Bob. I’m going to s6ck straight with my flow chart here, and I'll go down each one. The first goal ... A lot of people jump over this goal, but it's actually to get them to purchase the product. I count that as success, if I can get you to purchase before even aOending a webinar. A lot of people miss that because they're so focused on gePng them on the webinar.
The second goal is to aOend the webinar as a means of achieving the first goal, which is purchasing the product. Lastly if I can't get them to purchase, I can't get them to aOend then I’m going to nurture them and give them an opportunity to find out more about my product, my offering, so they can poten6ally purchase the product.
Bob:
Excellent, so every component of this is geared around achieving those goals, and as you can see these liOle trophies on your workflow to indicate that those goals have been aOained or not and then move people through. I'd love for you to share what type of business could benefit from this type of workflow.
Chris:
There are various businesses to put a broad blanket over all of them, it would any business that uses event based marke6ng. A specific 6med event that you're using to push your product or your market to people. What I have here are webinars of course
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close to our own hearts, this same type of flowchart or sequence works for speaking engagements, live demos, anything that you scheduled in a future 6me and would like to market and collect people to aOend for the sake of selling your product or service. Bob:
Excellent and this is obviously a webinar workflow with that par6cular event based marke6ng and separately within the LeadPages® curriculum that we've designed educa6on wise. We have a webinar funnel system that people can dive into. I’m excited you're part of that as well.
Chris:
In fact Bob you'll see a lot of this strategy is extracted from that, which just speaks, to once you get a system working just keep working the system. Don't crea6ve now just liking the system.
Bob:
Yeah, I don’t want to go down the rabbit hole of webinar strategies, but the beauty of what we do here at LeadPages® is this works for us whether we do one webinar a week or ten webinars a week, it's just this system replicated over and over again.
Chris:
Yap, you're 100% correct.
Bob:
Perfect, before we zoom in, how can we look at this from the big picture and what are we really focusing in on.
Chris:
I'm using some colors to guide us through this. Essen6ally, you see these grey boxes, they're processes. Before I can get to success, I’ve got 3, poten6ally 4 process that I'm going to be relying on. Whenever you hear the word process, this is something you have build. Like emails, I have to build out emails for this process. Then we've got a couple decisions. Decisions are logic. A lot of 6me ... When we're talking about marke6ng automa6on, this logic is heavily reliant on your pla`orm. It's ability to make these decisions for you. You need to just at a very top level, we've got 3 processes and 2 decisions that are going to drive us to success here.
Bob:
Again these are your access points for knowing that you have achieved those goals on the way.
Chris:
There you go, absolutely.
Bob:
Zooming in, walk me through this workflow.
Chris:
All right, we're star6ng aber the registra6on. We can have a whole another course on gePng them to register. The green dot is saying this is started, you've the lead, you've got their email address. Right aber they've registered, the first goal in my mind, is to get them on the webinar or purchase my product. This pre-‐webinar followup sequence is structured to obtain that goal. Let's walk through it.
This is the safest ... This is like my rule of thumb, pre-‐webinar followup sequence. It can get as advanced or simplis6c as you want to, but this framework will work for any webinar. The first thing you want to do is send the confirma6on email. This is the easy way to just remind them what they did and give them the opportunity to add it to their calendar. What we're finding at LeadPages® right now, is that our show-‐up rate is directly correlated to their ability or willingness to add the event to their calendar. You want that for your confirma6on.
The next one, I've got a few emails, and the reason why I have this is because there's a few philosophies out there. Am not for or against either one just whatever works to
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achieve the goal, so you can have as many reminder emails as you want. The one thing that I would say, make sure that you're adding to these email is value. Don't just send out a reminder and say, hey next week, hey in 2 days. Give value.
These are opportuni6es for you to establish a stronger rapport and trust with these new leads, so that when they're on the webinar, their guard is down, for lack of a beOer term, and then hands down always, always, always have a last call.
Never, never, never, never start your webinar without a last call reminder 15 to 5 minutes before the webinar starts. It's amazing how many people forget, they get the email they're like oh, oh yeah. That's the pre-‐webinar followup sequence. Again we're measuring the effec6veness of this by our aOendance rate or our customer purchase rate.
Bob:
Awesome, and by providing that value ahead of 6me, that's what makes it more likely for people to purchase your products as opposed to just having the goal of aOending the webinar.
Chris:
Yes Bob, you will get so many well informed ques6ons. The market research you'll be able to get from sending those valuable resources in form of email before hand, on the webinar you will be amazed at the quality of content you'll be able to create from that feedback from your webinar in the ques6ons.
Bob:
I love it and we've been stressing through the en6re course the whole goal of marke6ng automa6on is to emulate the 1 on 1 conversa6on. Right?
Chris:
Yes.
Bob:
If you can pre-‐load that conversa6on with commonly asked ques6ons, put those in as your valuable content pieces in your reminders, you're gePng that higher in tune aOendee who is ready to dig in deeper.
Chris:
You're right, and another thing is don't forget, people will respond to these emails. This is oh my God, this is some of the greatest content to add to your webinar. If you're ever worried like I wonder if they'll like it. Send value, let them respond and add that to your webinar.
Bob:
Cool, and I've also no6ced having done our launchpad trainings for so long here at LeadPages®, that by adding these valuable 6ps before the webinar begins, I'm able to shorten down my webinar, which keeps people engaged, which keeps people in tune, which makes sure we're doing the purpose that we're talking about. Take us through the live event and what's next.
Chris:
Now we've had our live event in this sePng we're talking about a webinar, but the pre-‐ webinar has done its job. The event has taken place in 6me. Right aber the event, I now am no longer concerned about aOending, and my singularly focused goal is to purchase. That's it. In order to get them to purchase, I need to make a logic decision here. We've got this yellow diamond and we can refer to it as a decision diamond or decision note. What I want to know to get them to purchase is did you aOend or not? That's the overall decision that am looking for. There is more advanced, did you leave early, all of those things, but for simplicity sake, if you're just gePng started out, I promise you, you can go a long way with just these 2 decisions.
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Let's go down the non-‐aOendee branch first, because this is probably more likely if you're just star6ng out that you're trying to figure out. They didn't aOend, don't panic. You had a terrible aOendance rate.
Do not panic.
Our followup sequence cleans up at least 10 to 15% in revenue, which another way of saying that is the people who did not purchase on a webinar purchase through this followup sequence at a 10 to 15% rate. If you don't focus on this and you're just being on the show, they didn't show up, you're losing out on a 10 to 15% opportunity to convert them aberwards.
Bob:
Right, and let's emphasize this point going into the webinar strategy, it's highly likely people don't aOend. With so much compe66on of webinars and how prolific those are, you're looking at a 30% aOendance rate as a bench mark for being average. Right?
Chris:
Absolutely.
Bob:
That means 70% of people are coming down this pipeline, and if you don't have it, you're missing out on that possibility.
Chris:
Yap, speaking of this pipeline, I've included 3 emails. Your post-‐webinar non-‐aOendee followup is not limited to 3 emails. If it takes more use more, if less, less but 3 is a good standard. The first thing you want to do for a non-‐aOendee is give them the replay. They didn't see anything but they've expressed some interest. They registered so you're interested in something. Perhaps it's a schedule conflict. I'm going to give you the webinar and one thing that I’ll say that is consistent through every email, I'm going to have an opportunity for them to purchase in every single email, because that's the goal.
I’m drabing these emails with this goal in mind. It's not just hey, check out this replay you missed it. It's check out this replay. Oh, and by the way you can get a full demo or you can experience everything that I had men6oned on this replay clicking here, whatever it is.
I have a call to ac6on in each one of these emails. The first one the focus is replay. The call to ac6on is buy and then we go to the second one. This is where you can start using some of these psychological tricks. We can either use scarcity, which means I'm going to take this down soon or hey, these bonuses that I men6oned on the webinar they're leaving. Or we can say urgencies like hey, look do this now. How much are you losing by not doing this right now? Either one of those triggers are game. The thing is in the PS I want to have and if you haven't seen the replay here is the link for it. Remember this second email, the goal is to purchase. I’m s6ll structuring it as hey, look get the product, hurry.
This last email, I call it the last chance and the last chance, is probably the hardest drive that I’m going to do. It's going to be a straight pitch and it's almost like a sales leOer in an email, but I want to make sure that you register. You've not aOended and maybe you haven't seen this replay. This is my hail Mary. This is how I treat it. Feel free on this one to be very clear with what your product benefits, not so much the features but really clear on the product benefits. Paint that picture very clearly and then of course let them know this is it. Finality is key on this last email.
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Bob:
Got it, and so for all of these you're really flowing towards that buying decision, and then if they get to that goal then you've succeeded in your primary goal for the whole deal.
Chris:
Yeah, absolutely.
Bob:
Let's go back up to the top and look at the decision diamond that they did aOend but they did not purchase. What are we going to do?
Chris:
As we flow through this, I invite everybody to think about the customer journey in their business. They've registered for your webinar, they've aOended it, which means they saw something, they dedicated some of their 6me out of their busy day ... Let's not forget that, and showed up to your webinar and they didn't buy. I would assume there is a disconnect. There is a disconnect in a what can this do for me approach? Or how can this beOer my life right now? My business right now? Let's close that gap. That's one, the first one.
The very first email, am going to give them the "CliffsNotes" version. Am going to give them the movie trailer version of the webinar, hit the main points, make sure that I clearly state that ... Because every webinar you should have bonuses, make sure I clearly state these bonuses are s6ll available and am going to make the offer. Right there on that first email and from there since I know that they watched it, they've see the "CliffsNotes" and I've made the offer. I feel like they're very well informed at this. If I've done my job, they are very well informed.
Now I’m just going to push urgency. I don't really care about anything else right now, except for the fact is you've seen this webinar, you've got everything that you'd ... I have nothing else for you. Let's go like, hurry up, do this. Don't be one of those people that drag their feet and get left. The train is taking off. That's the goal of my second email.
Lastly is scarcity. Am just going to flat out tell them I’m closing the doors. You know what am about, you see what I have to offer. This will improve your life. There is not a ques6on about it, but I can't leave the door open for ever. The next decision is to buy. As I men6oned, just like with the non-‐aOendee followup, these are the basics, the bare minimum, the founda6onal pieces to your aOendee post webinar followup. You can have more, you can have less but this is the founda6on that I would follow and fill it in like a fill in the blank template.
Bob:
Got it, for these emails just a quick note one thing that you usually do I believe is you have a certain delay between when these messages go out. Obviously this will depend on people's audiences and their expecta6ons, but from what you're seeing with the success we've had at LeadPages®, what are some of the 6me delays that are going on between these messages?
Chris:
Sure, standard is one day. I personally do not want to let any grass grow under the teaching that I've just given you. Remember everybody let's ... Oh Bob, we have to keep in mind the temperature. This is going to be a thing through everything related to conversion. They're hot right off of that webinar, as hot as they are going to get. As 6me goes on they're just cooling off. I don't delay. If I would have had a delay maybe like a 2 day delay, it will be in the last chance one, but me personally anybody that's gone through our webinar sequence is one day apart.
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Bob:
For each one?
Chris:
Yeah.
Bob:
Got it. Here at the end, you have a bit of a loop so if they s6ll haven't purchased, they've gone through basically a 5 day to 8 day sequence of registering to now where we've made that last chance decision. Now you're taking us through this nurturing. Tell us a liOle bit about what that is.
Chris:
Please don't throw them away. Do not throw them away. Honor them with the opportunity to con6nually learn and piece together for themselves how your product can enhance their lives. When am talking about nurture, this nurture can have many faces. Here at LeadPages®, we have a nurture sequence that is actually pre-‐built and ready for people who meet this criteria. However, honestly in star6ng out you may not have that. A very good nurture is if you're sending out weekly broadcast or weekly communica6on to your list. That now serves as your long-‐term nurture. Another way to nurture is retarge6ng. They've aOended or not aOended but they've registered, re-‐ target them for the next one.
The whole idea of nurture is to keep the rela6onship going. Please don't just throw them away because they didn't buy. Granted, like you said, 5 to 8 days that it's been 3 processes that they've gone through, a couple of decisions and it's like dang they didn't buy, but like they say in sales, just because you're ready to sell doesn't mean they're ready to buy. That's what your nurture is for. It's just to wait. Be pa6ent. Give out value and wait for them to make their decision and get that big trophy.
Bob:
I like it and just emphasize that we recently ran numbers and about half of our customers buy aber day 30. If we didn't have that ongoing, 2 month nurturing campaign plus promo6onal updated newsleOer content that goes out, the blog updates we'd be missing out on half of our business.
Chris:
Absolutely.
Bob:
Cool, what we've been looking at here has actually been the sobware tool of Draw.io. As we've been going through this, I wanted to share with you watching this course, what is a good workflow but as part of this we also want to talk about how do you actually make a map like this for yourself and in another segment or using something called LucidChart but in this one we are using Draw.io. I just want to start people down the pathway of understanding how to use this tool to make a good map for themselves. We're going to start with a blank canvas and walk me through what I will do to start making a flowchart like that.
Chris:
Yes Bob, the first thing that you realize is on the leb pane is all of your symbols. These are everything you're going to use to architect your flowchart. What I like to do is as you see general is expanded by default, but if scroll down just a liOle more, you see flowchart. The importance of the flowchart is, each icon actually has a defini6on. This is for merge that's for mul6-‐document, I use that for sequences, delays. You can really create some consistency regarding what tool you're using, because this is the universal language of what all of these shapes and symbols mean.
Bob:
That's really important because you may be crea6ng your marke6ng automa6on strategy, but someone else maybe execu6ng it and they need to be able to speak the same language that you're talking.
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Chris:
Yap, now just as you have highlighted the decision, I don't have to tell somebody a diamond is a decision. They know because that's just standard flowchart format. I love to start all of my flowcharts, I love to start my process with circles. You drag that over and once we have our star6ng point, the next thing you want to do is shib your focus to the right side pane. If your right side pane is not expanded, you can click this icon right here and it will give you all of your op6ons to style your objects. One thing that I love to do is go and fill it with green. Green for go and there you go. You can use their pre-‐built styles or you can use the fill in gradient there and pick a color. It makes it very easy to really get up and going and watch if you just unchecked gradient. There we go. Solid green let’s go.
What I really like about Draw.io and a lot of people don't know this, is that you really don't have to reference the leb side too much to build out what you want to do. In my mind I know there's 3 processes in a row that I want to lay out horizontally. If you hover over, you'll see that arrow and if you click on the blue arrow, it will just clone and automa6cally connect another instance.
I am going to do it one more 6me and we'll see now I've these 3 sequence or these 3 objects in line, but I don't want 3 circles. Watch this, if I grab a rectangle here, and just drag it on top of the middle one un6l I get the red circle ... There is a black circle right there and let it go, boom now I've just swapped out my element. Now I want this element to be different, so I can go back and change the fill color of this one to be white. Then I can change the line from green to black. I can even resize it if I want to.
You're not limited to just having to connect them by that circle too. I can grab one of these decision diamonds and drag it all the way to the right of that green dot, the last green one. Watch this, as long as they're aligned, let's shrink it down a liOle bit, make it a liOle smaller, yap and then make it nice yap. Watch this, I have over the green and that same blue arrow I'll click it and watch what it will do, it will automa6cally connect for me. There is 2 ways to do it. You have do what I've done in the the beginning and lay them all out and then swap the elements by dropping them in, or you can just lay the elements on the canvas and just click the blue buOon to connect them all.
One other thing that you want to do is adding text. Let's add text to the decision diamond. This is simple as double clicking. We double click on it and I think aOend was our first decision or what not. AOend, we can highlight it on the right side. We can go under text and if it's too big like the text is too big, we can make the text smaller to fit if we didn't want to increase the size of our decision diamond. We can also while you are in there, what's really nice check this out, is right under the font you see posi6on. It says, "Center." Yap, and go to boOom. Let's select boOom. It will put that text on the boOom. If you don't want your text to appear inside of your element.
Those are preOy much all of the shortcuts that I use when am laying out my flowchart in Draw.io and like I said, if we go back to my previous one the webinar flow, what you'll see is that the most that I've done is change the coloring, the inside field of all of my elements, but I built it exactly like I just showed you. I drag them on there, I connect them and then just do ... You can call me a s6ckler over my flowcharts. I like everything to be lined up, propor6onal. I hate seeing lines that are jagged or slanted, so you'll do some work to get them and for instance in Draw.io you see how we've got this jaggy line.
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If you highlight decision diamond, what you're able to do is use your arrow keys, and if you just use your arrow keys it will slowly nudge it up and if you're a liOle more impa6ent than that, and if you just hit the arrow up, there it is. If you're a liOle impa6ent because it moves very slow with the arrow up, you can hold down shib and hit the arrow direc6on and it will move further. See? It moves a lot quicker like that.
That's how I personally use Draw.io. The reason I really like it is because one, it's free, it's powered by Google, it's easy to share and collaborate. If you're mapping out someone else's process, you can easily share this with them, they can load it up, make comments, and you can collaborate on the flow of things so that everybody is seeing eye to eye on the logic in the process of your marke6ng strategy.
Bob:
Awesome, thanks so much Chris for giving us a quick run through of what Draw.io can look like for people so they can start making their diagrams, to look really sharp, easy to understand for anyone on their team who'll execute that strategy and really make sure that they're able to put their market automa6on into their business faster than ever before.
Chris:
Absolutely, in closing there is a lot of people out there that are saying, "Hey Chris, I just jumped in the tool. I just build it up." I would say there is absolutely nothing wrong with that. Am not trying to paint the picture as if you're commiPng a crime, but what've seen in my experience is that works for solo guys. If you are the guy, the person I should say that's doing all of the mapping and strategy, when your business grows and you start having a team that you need to communicate and collaborate, this mapping out process becomes an absolute necessity.
Bob:
Yeah, and I think that's really true especially when you go tool agnos6c. Depending on what tool you have, you might be able to do some of these steps easier or not as easy, but what I love about this kind of diagram is I can come in here and I can think, where are my op6miza6on points? Where can I focus some aOen6on so that if this trophy is not being met, can I look at this aOendee followup message sequence and really dial in how op6mized is that. Are the open rates good? Are the click through rates good? Et cetera and if the problem is this is preOy solid but the aOendance rate is dropped down, then I need to look at these reminder value emails and the last call emails and make sure that am making the right decisions for op6mizing that automa6on.
Chris:
Couldn’t have said it beOer myself. It's a lot easy to figure out what's going wrong in your system on paper like this, than it is in the tool itself.
Bob:
Awesome, is there any other last ques6ons I didn't ask you that you want to make sure that we share the wisdom about?
Chris:
That's everything Bob. We covered a lot. If anything I want to stress is keeping things in an overview. Like I have the goals here, remember the goals determine the content. From the design, to the copy, everything is goal driven. I'm going to sound like a broken record, the end is where we start, that is the goal. When we know what goals we want people to achieve, you will be amazed at how razor sharp we can get with our marke6ng and our content.
Bob:
Thanks again Chris for being part of this module and for you watching, take a look more closely at Draw.io. You can always use pen and paper, a whiteboard, whatever you want, but we wanted to show you both the concept of mapping out your market
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automa6on workflow and a liOle peek inside the tool that we find really helpful here at LeadPages®.
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LeadPages® Marke6ng Automa6on for Small Business -‐ Module Ten Transcripts | Bob Jenkins
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MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 10: AUTOMATION WORKFLOW EXAMPLE - WEBINARS BEFORE AND AFTER Bob The Teacher and Chris Davis 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 the remaining modules here in the marke6ng automa6on course I want to walk you through the prac6cal applica6on of these strategies into real world scenarios and in this first workflow we’re going to map out the automa6on campaign for a webinar. To help me do that I’m going to turn once again to Chris Davis our head of marke6ng automa6on here at LeadPages®. Bob:
Hi Chris, thanks for joining me for another module of the marke6ng automa6on for small business course.
Chris:
Yes, glad to be here Bob, I’m excited.
Bob:
I am too and am really looking forward to having you walk us through this workflow for automa6ng a webinar marke6ng strategy.
Chris:
Yes, yes, yes.
Bob:
Before we dive in, I think it's really important, I know you stress this, we really want to be thinking first of what are achieve goal. What are you wan6ng to achieve when you put together a marke6ng automa6on workflow for webinars.
Chris:
I’m glad you asked Bob. I’m going to s6ck straight with my flow chart here, and I'll go down each one. The first goal ... A lot of people jump over this goal, but it's actually to get them to purchase the product. I count that as success, if I can get you to purchase before even aOending a webinar. A lot of people miss that because they're so focused on gePng them on the webinar.
The second goal is to aOend the webinar as a means of achieving the first goal, which is purchasing the product. Lastly if I can't get them to purchase, I can't get them to aOend then I’m going to nurture them and give them an opportunity to find out more about my product, my offering, so they can poten6ally purchase the product.
Bob:
Excellent, so every component of this is geared around achieving those goals, and as you can see these liOle trophies on your workflow to indicate that those goals have been aOained or not and then move people through. I'd love for you to share what type of business could benefit from this type of workflow.
Chris:
There are various businesses to put a broad blanket over all of them, it would any business that uses event based marke6ng. A specific 6med event that you're using to push your product or your market to people. What I have here are webinars of course
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close to our own hearts, this same type of flowchart or sequence works for speaking engagements, live demos, anything that you scheduled in a future 6me and would like to market and collect people to aOend for the sake of selling your product or service. Bob:
Excellent and this is obviously a webinar workflow with that par6cular event based marke6ng and separately within the LeadPages® curriculum that we've designed educa6on wise. We have a webinar funnel system that people can dive into. I’m excited you're part of that as well.
Chris:
In fact Bob you'll see a lot of this strategy is extracted from that, which just speaks, to once you get a system working just keep working the system. Don't crea6ve now just liking the system.
Bob:
Yeah, I don’t want to go down the rabbit hole of webinar strategies, but the beauty of what we do here at LeadPages® is this works for us whether we do one webinar a week or ten webinars a week, it's just this system replicated over and over again.
Chris:
Yap, you're 100% correct.
Bob:
Perfect, before we zoom in, how can we look at this from the big picture and what are we really focusing in on.
Chris:
I'm using some colors to guide us through this. Essen6ally, you see these grey boxes, they're processes. Before I can get to success, I’ve got 3, poten6ally 4 process that I'm going to be relying on. Whenever you hear the word process, this is something you have build. Like emails, I have to build out emails for this process. Then we've got a couple decisions. Decisions are logic. A lot of 6me ... When we're talking about marke6ng automa6on, this logic is heavily reliant on your pla`orm. It's ability to make these decisions for you. You need to just at a very top level, we've got 3 processes and 2 decisions that are going to drive us to success here.
Bob:
Again these are your access points for knowing that you have achieved those goals on the way.
Chris:
There you go, absolutely.
Bob:
Zooming in, walk me through this workflow.
Chris:
All right, we're star6ng aber the registra6on. We can have a whole another course on gePng them to register. The green dot is saying this is started, you've the lead, you've got their email address. Right aber they've registered, the first goal in my mind, is to get them on the webinar or purchase my product. This pre-‐webinar followup sequence is structured to obtain that goal. Let's walk through it.
This is the safest ... This is like my rule of thumb, pre-‐webinar followup sequence. It can get as advanced or simplis6c as you want to, but this framework will work for any webinar. The first thing you want to do is send the confirma6on email. This is the easy way to just remind them what they did and give them the opportunity to add it to their calendar. What we're finding at LeadPages® right now, is that our show-‐up rate is directly correlated to their ability or willingness to add the event to their calendar. You want that for your confirma6on.
The next one, I've got a few emails, and the reason why I have this is because there's a few philosophies out there. Am not for or against either one just whatever works to
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achieve the goal, so you can have as many reminder emails as you want. The one thing that I would say, make sure that you're adding to these email is value. Don't just send out a reminder and say, hey next week, hey in 2 days. Give value.
These are opportuni6es for you to establish a stronger rapport and trust with these new leads, so that when they're on the webinar, their guard is down, for lack of a beOer term, and then hands down always, always, always have a last call.
Never, never, never, never start your webinar without a last call reminder 15 to 5 minutes before the webinar starts. It's amazing how many people forget, they get the email they're like oh, oh yeah. That's the pre-‐webinar followup sequence. Again we're measuring the effec6veness of this by our aOendance rate or our customer purchase rate.
Bob:
Awesome, and by providing that value ahead of 6me, that's what makes it more likely for people to purchase your products as opposed to just having the goal of aOending the webinar.
Chris:
Yes Bob, you will get so many well informed ques6ons. The market research you'll be able to get from sending those valuable resources in form of email before hand, on the webinar you will be amazed at the quality of content you'll be able to create from that feedback from your webinar in the ques6ons.
Bob:
I love it and we've been stressing through the en6re course the whole goal of marke6ng automa6on is to emulate the 1 on 1 conversa6on. Right?
Chris:
Yes.
Bob:
If you can pre-‐load that conversa6on with commonly asked ques6ons, put those in as your valuable content pieces in your reminders, you're gePng that higher in tune aOendee who is ready to dig in deeper.
Chris:
You're right, and another thing is don't forget, people will respond to these emails. This is oh my God, this is some of the greatest content to add to your webinar. If you're ever worried like I wonder if they'll like it. Send value, let them respond and add that to your webinar.
Bob:
Cool, and I've also no6ced having done our launchpad trainings for so long here at LeadPages®, that by adding these valuable 6ps before the webinar begins, I'm able to shorten down my webinar, which keeps people engaged, which keeps people in tune, which makes sure we're doing the purpose that we're talking about. Take us through the live event and what's next.
Chris:
Now we've had our live event in this sePng we're talking about a webinar, but the pre-‐ webinar has done its job. The event has taken place in 6me. Right aber the event, I now am no longer concerned about aOending, and my singularly focused goal is to purchase. That's it. In order to get them to purchase, I need to make a logic decision here. We've got this yellow diamond and we can refer to it as a decision diamond or decision note. What I want to know to get them to purchase is did you aOend or not? That's the overall decision that am looking for. There is more advanced, did you leave early, all of those things, but for simplicity sake, if you're just gePng started out, I promise you, you can go a long way with just these 2 decisions.
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Let's go down the non-‐aOendee branch first, because this is probably more likely if you're just star6ng out that you're trying to figure out. They didn't aOend, don't panic. You had a terrible aOendance rate.
Do not panic.
Our followup sequence cleans up at least 10 to 15% in revenue, which another way of saying that is the people who did not purchase on a webinar purchase through this followup sequence at a 10 to 15% rate. If you don't focus on this and you're just being on the show, they didn't show up, you're losing out on a 10 to 15% opportunity to convert them aberwards.
Bob:
Right, and let's emphasize this point going into the webinar strategy, it's highly likely people don't aOend. With so much compe66on of webinars and how prolific those are, you're looking at a 30% aOendance rate as a bench mark for being average. Right?
Chris:
Absolutely.
Bob:
That means 70% of people are coming down this pipeline, and if you don't have it, you're missing out on that possibility.
Chris:
Yap, speaking of this pipeline, I've included 3 emails. Your post-‐webinar non-‐aOendee followup is not limited to 3 emails. If it takes more use more, if less, less but 3 is a good standard. The first thing you want to do for a non-‐aOendee is give them the replay. They didn't see anything but they've expressed some interest. They registered so you're interested in something. Perhaps it's a schedule conflict. I'm going to give you the webinar and one thing that I’ll say that is consistent through every email, I'm going to have an opportunity for them to purchase in every single email, because that's the goal.
I’m drabing these emails with this goal in mind. It's not just hey, check out this replay you missed it. It's check out this replay. Oh, and by the way you can get a full demo or you can experience everything that I had men6oned on this replay clicking here, whatever it is.
I have a call to ac6on in each one of these emails. The first one the focus is replay. The call to ac6on is buy and then we go to the second one. This is where you can start using some of these psychological tricks. We can either use scarcity, which means I'm going to take this down soon or hey, these bonuses that I men6oned on the webinar they're leaving. Or we can say urgencies like hey, look do this now. How much are you losing by not doing this right now? Either one of those triggers are game. The thing is in the PS I want to have and if you haven't seen the replay here is the link for it. Remember this second email, the goal is to purchase. I’m s6ll structuring it as hey, look get the product, hurry.
This last email, I call it the last chance and the last chance, is probably the hardest drive that I’m going to do. It's going to be a straight pitch and it's almost like a sales leOer in an email, but I want to make sure that you register. You've not aOended and maybe you haven't seen this replay. This is my hail Mary. This is how I treat it. Feel free on this one to be very clear with what your product benefits, not so much the features but really clear on the product benefits. Paint that picture very clearly and then of course let them know this is it. Finality is key on this last email.
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Bob:
Got it, and so for all of these you're really flowing towards that buying decision, and then if they get to that goal then you've succeeded in your primary goal for the whole deal.
Chris:
Yeah, absolutely.
Bob:
Let's go back up to the top and look at the decision diamond that they did aOend but they did not purchase. What are we going to do?
Chris:
As we flow through this, I invite everybody to think about the customer journey in their business. They've registered for your webinar, they've aOended it, which means they saw something, they dedicated some of their 6me out of their busy day ... Let's not forget that, and showed up to your webinar and they didn't buy. I would assume there is a disconnect. There is a disconnect in a what can this do for me approach? Or how can this beOer my life right now? My business right now? Let's close that gap. That's one, the first one.
The very first email, am going to give them the "CliffsNotes" version. Am going to give them the movie trailer version of the webinar, hit the main points, make sure that I clearly state that ... Because every webinar you should have bonuses, make sure I clearly state these bonuses are s6ll available and am going to make the offer. Right there on that first email and from there since I know that they watched it, they've see the "CliffsNotes" and I've made the offer. I feel like they're very well informed at this. If I've done my job, they are very well informed.
Now I’m just going to push urgency. I don't really care about anything else right now, except for the fact is you've seen this webinar, you've got everything that you'd ... I have nothing else for you. Let's go like, hurry up, do this. Don't be one of those people that drag their feet and get left. The train is taking off. That's the goal of my second email.
Lastly is scarcity. Am just going to flat out tell them I’m closing the doors. You know what am about, you see what I have to offer. This will improve your life. There is not a ques6on about it, but I can't leave the door open for ever. The next decision is to buy. As I men6oned, just like with the non-‐aOendee followup, these are the basics, the bare minimum, the founda6onal pieces to your aOendee post webinar followup. You can have more, you can have less but this is the founda6on that I would follow and fill it in like a fill in the blank template.
Bob:
Got it, for these emails just a quick note one thing that you usually do I believe is you have a certain delay between when these messages go out. Obviously this will depend on people's audiences and their expecta6ons, but from what you're seeing with the success we've had at LeadPages®, what are some of the 6me delays that are going on between these messages?
Chris:
Sure, standard is one day. I personally do not want to let any grass grow under the teaching that I've just given you. Remember everybody let's ... Oh Bob, we have to keep in mind the temperature. This is going to be a thing through everything related to conversion. They're hot right off of that webinar, as hot as they are going to get. As 6me goes on they're just cooling off. I don't delay. If I would have had a delay maybe like a 2 day delay, it will be in the last chance one, but me personally anybody that's gone through our webinar sequence is one day apart.
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Bob:
For each one?
Chris:
Yeah.
Bob:
Got it. Here at the end, you have a bit of a loop so if they s6ll haven't purchased, they've gone through basically a 5 day to 8 day sequence of registering to now where we've made that last chance decision. Now you're taking us through this nurturing. Tell us a liOle bit about what that is.
Chris:
Please don't throw them away. Do not throw them away. Honor them with the opportunity to con6nually learn and piece together for themselves how your product can enhance their lives. When am talking about nurture, this nurture can have many faces. Here at LeadPages®, we have a nurture sequence that is actually pre-‐built and ready for people who meet this criteria. However, honestly in star6ng out you may not have that. A very good nurture is if you're sending out weekly broadcast or weekly communica6on to your list. That now serves as your long-‐term nurture. Another way to nurture is retarge6ng. They've aOended or not aOended but they've registered, re-‐ target them for the next one.
The whole idea of nurture is to keep the rela6onship going. Please don't just throw them away because they didn't buy. Granted, like you said, 5 to 8 days that it's been 3 processes that they've gone through, a couple of decisions and it's like dang they didn't buy, but like they say in sales, just because you're ready to sell doesn't mean they're ready to buy. That's what your nurture is for. It's just to wait. Be pa6ent. Give out value and wait for them to make their decision and get that big trophy.
Bob:
I like it and just emphasize that we recently ran numbers and about half of our customers buy aber day 30. If we didn't have that ongoing, 2 month nurturing campaign plus promo6onal updated newsleOer content that goes out, the blog updates we'd be missing out on half of our business.
Chris:
Absolutely.
Bob:
Cool, what we've been looking at here has actually been the sobware tool of Draw.io. As we've been going through this, I wanted to share with you watching this course, what is a good workflow but as part of this we also want to talk about how do you actually make a map like this for yourself and in another segment or using something called LucidChart but in this one we are using Draw.io. I just want to start people down the pathway of understanding how to use this tool to make a good map for themselves. We're going to start with a blank canvas and walk me through what I will do to start making a flowchart like that.
Chris:
Yes Bob, the first thing that you realize is on the leb pane is all of your symbols. These are everything you're going to use to architect your flowchart. What I like to do is as you see general is expanded by default, but if scroll down just a liOle more, you see flowchart. The importance of the flowchart is, each icon actually has a defini6on. This is for merge that's for mul6-‐document, I use that for sequences, delays. You can really create some consistency regarding what tool you're using, because this is the universal language of what all of these shapes and symbols mean.
Bob:
That's really important because you may be crea6ng your marke6ng automa6on strategy, but someone else maybe execu6ng it and they need to be able to speak the same language that you're talking.
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Chris:
Yap, now just as you have highlighted the decision, I don't have to tell somebody a diamond is a decision. They know because that's just standard flowchart format. I love to start all of my flowcharts, I love to start my process with circles. You drag that over and once we have our star6ng point, the next thing you want to do is shib your focus to the right side pane. If your right side pane is not expanded, you can click this icon right here and it will give you all of your op6ons to style your objects. One thing that I love to do is go and fill it with green. Green for go and there you go. You can use their pre-‐built styles or you can use the fill in gradient there and pick a color. It makes it very easy to really get up and going and watch if you just unchecked gradient. There we go. Solid green let’s go.
What I really like about Draw.io and a lot of people don't know this, is that you really don't have to reference the leb side too much to build out what you want to do. In my mind I know there's 3 processes in a row that I want to lay out horizontally. If you hover over, you'll see that arrow and if you click on the blue arrow, it will just clone and automa6cally connect another instance.
I am going to do it one more 6me and we'll see now I've these 3 sequence or these 3 objects in line, but I don't want 3 circles. Watch this, if I grab a rectangle here, and just drag it on top of the middle one un6l I get the red circle ... There is a black circle right there and let it go, boom now I've just swapped out my element. Now I want this element to be different, so I can go back and change the fill color of this one to be white. Then I can change the line from green to black. I can even resize it if I want to.
You're not limited to just having to connect them by that circle too. I can grab one of these decision diamonds and drag it all the way to the right of that green dot, the last green one. Watch this, as long as they're aligned, let's shrink it down a liOle bit, make it a liOle smaller, yap and then make it nice yap. Watch this, I have over the green and that same blue arrow I'll click it and watch what it will do, it will automa6cally connect for me. There is 2 ways to do it. You have do what I've done in the the beginning and lay them all out and then swap the elements by dropping them in, or you can just lay the elements on the canvas and just click the blue buOon to connect them all.
One other thing that you want to do is adding text. Let's add text to the decision diamond. This is simple as double clicking. We double click on it and I think aOend was our first decision or what not. AOend, we can highlight it on the right side. We can go under text and if it's too big like the text is too big, we can make the text smaller to fit if we didn't want to increase the size of our decision diamond. We can also while you are in there, what's really nice check this out, is right under the font you see posi6on. It says, "Center." Yap, and go to boOom. Let's select boOom. It will put that text on the boOom. If you don't want your text to appear inside of your element.
Those are preOy much all of the shortcuts that I use when am laying out my flowchart in Draw.io and like I said, if we go back to my previous one the webinar flow, what you'll see is that the most that I've done is change the coloring, the inside field of all of my elements, but I built it exactly like I just showed you. I drag them on there, I connect them and then just do ... You can call me a s6ckler over my flowcharts. I like everything to be lined up, propor6onal. I hate seeing lines that are jagged or slanted, so you'll do some work to get them and for instance in Draw.io you see how we've got this jaggy line.
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If you highlight decision diamond, what you're able to do is use your arrow keys, and if you just use your arrow keys it will slowly nudge it up and if you're a liOle more impa6ent than that, and if you just hit the arrow up, there it is. If you're a liOle impa6ent because it moves very slow with the arrow up, you can hold down shib and hit the arrow direc6on and it will move further. See? It moves a lot quicker like that.
That's how I personally use Draw.io. The reason I really like it is because one, it's free, it's powered by Google, it's easy to share and collaborate. If you're mapping out someone else's process, you can easily share this with them, they can load it up, make comments, and you can collaborate on the flow of things so that everybody is seeing eye to eye on the logic in the process of your marke6ng strategy.
Bob:
Awesome, thanks so much Chris for giving us a quick run through of what Draw.io can look like for people so they can start making their diagrams, to look really sharp, easy to understand for anyone on their team who'll execute that strategy and really make sure that they're able to put their market automa6on into their business faster than ever before.
Chris:
Absolutely, in closing there is a lot of people out there that are saying, "Hey Chris, I just jumped in the tool. I just build it up." I would say there is absolutely nothing wrong with that. Am not trying to paint the picture as if you're commiPng a crime, but what've seen in my experience is that works for solo guys. If you are the guy, the person I should say that's doing all of the mapping and strategy, when your business grows and you start having a team that you need to communicate and collaborate, this mapping out process becomes an absolute necessity.
Bob:
Yeah, and I think that's really true especially when you go tool agnos6c. Depending on what tool you have, you might be able to do some of these steps easier or not as easy, but what I love about this kind of diagram is I can come in here and I can think, where are my op6miza6on points? Where can I focus some aOen6on so that if this trophy is not being met, can I look at this aOendee followup message sequence and really dial in how op6mized is that. Are the open rates good? Are the click through rates good? Et cetera and if the problem is this is preOy solid but the aOendance rate is dropped down, then I need to look at these reminder value emails and the last call emails and make sure that am making the right decisions for op6mizing that automa6on.
Chris:
Couldn’t have said it beOer myself. It's a lot easy to figure out what's going wrong in your system on paper like this, than it is in the tool itself.
Bob:
Awesome, is there any other last ques6ons I didn't ask you that you want to make sure that we share the wisdom about?
Chris:
That's everything Bob. We covered a lot. If anything I want to stress is keeping things in an overview. Like I have the goals here, remember the goals determine the content. From the design, to the copy, everything is goal driven. I'm going to sound like a broken record, the end is where we start, that is the goal. When we know what goals we want people to achieve, you will be amazed at how razor sharp we can get with our marke6ng and our content.
Bob:
Thanks again Chris for being part of this module and for you watching, take a look more closely at Draw.io. You can always use pen and paper, a whiteboard, whatever you want, but we wanted to show you both the concept of mapping out your market
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automa6on workflow and a liOle peek inside the tool that we find really helpful here at LeadPages®.
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