Clay Harper - Get It Done: People

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  • ** A square-shaped photo will work best in this circle-photo layout.To add photo inside the circle shape:click the icon inside the photoNavigate to the location of desired photo on your computer and select the fileClick ‘insert’ and your photo will be inserted
  • Invite them to think about their own businesses
  • What segmentation can do for your business Start with life cycle marketing- Build a foundation Talk about why segmented Marketing is more powerfulMaybe What is segmentation in ActionHow Segmentation worksDo it in Infusionsoft
  • Outline:1.Johnny Cupcakes2.Segmentation in essence.. WithoutInfusionsoft3.Segmentation with Infusionsoftwebform and Broadcast/Capaign builder
  • Your list is low hanging fruit!They know you… They like you…Educated guessing, opposed to pure guessingGain Insight into your business!Your already here because email marketing is the least expensive and most effective. It makes sense to get the most out of it!
  • Regression analysis
  • What segmentation can do for your business Start with life cycle marketing- Build a foundation Talk about why segmented Marketing is more powerful
  • Lets talk about webforms…
  • A webform is a transaction
  • Continuity. You are selling french rolls and you want to talk about cajan rolls. Discounnect. Ease them into new topics. Talk about bread and ease into rolls. Tell your story.
  • What are we saying by asking them this info?
  • <iframe width="560" height="315" src="//www.youtube.com/embed/P4FUE-OrXRw" frameborder="0" allowfullscreen></iframe>https://www.youtube.com/v/P4FUE-OrXRw
  • What are we saying by asking them this info?
  • What segmentation can do for your business Start with life cycle marketing- Build a foundation Talk about why segmented Marketing is more powerful
  • What segmentation can do for your business Start with life cycle marketing- Build a foundation Talk about why segmented Marketing is more powerfulMaybe What is segmentation in ActionHow Segmentation worksDo it in Infusionsoft
  • What segmentation can do for your business Start with life cycle marketing- Build a foundation Talk about why segmented Marketing is more powerful
  • Clay Harper - Get It Done: People

    1. 1. The Ultimate Event for Small Business Success. Get it Done: People Get more out of your list with segmentation Clay Harper Professional Services Consultant, Infusionsoft @theclayharper
    2. 2. The Ultimate Event for Small Business Success. Who is Clay Harper? • Cool guy • Data Analysis at Grohe A.G. in Germany • Trained product training and sales methodologies in Nova Scotia, Phillipines and Costa Rica • Aspiring beekeeper. Currently very-adequate bee exterminator…
    3. 3. The Ultimate Event for Small Business Success. What is one of the easiest ways you can significantly improve your marketing? The answer is: Segmentation!
    4. 4. The Ultimate Event for Small Business Success. What are we up for today? What is segmentation? How to get more out of NEW leads How to segment CURRENT list
    5. 5. The Ultimate Event for Small Business Success. What is Segmentation? And what can it do for me?
    6. 6. The Ultimate Event for Small Business Success. Segmentation is simply separating people into like groups. And you decide what those groups are…
    7. 7. The Ultimate Event for Small Business Success. Why should I devote valuable and limited energy to segmentation? • Your list is low hanging fruit! • They know you… They like you… • Educated guessing, opposed to pure guessing • Gain Insight into your business!
    8. 8. The Ultimate Event for Small Business Success. Marketing is more powerful when it is targeted!
    9. 9. The Ultimate Event for Small Business Success. What are some ways we can separate people? • Male/Female • By interests • Income • Age • Education level • Number of times purchased • Cat people/Dog people • Star Trek vs. Star Wars
    10. 10. The Ultimate Event for Small Business Success. Generally three criteria can be used to identify different market segments 1) Groups with common needs -Example: 2) Groups with a unique attribute 3) Groups that act in a certain way
    11. 11. The Ultimate Event for Small Business Success. Who Purchases most often? Who are our most profitable customers? Are there any divisions or groups I have noticed in my interactions with customers/leads? What type of people are most likely to buy? In other words… You want to segment by the factors that are most important to your business.
    12. 12. The Ultimate Event for Small Business Success. Recently Segmented by: - Male/Female - In a serious relationship/Love Rings!
    13. 13. The Ultimate Event for Small Business Success. Segmented by: - Male/Female - Workout Goal - Past Gym Experience
    14. 14. The Ultimate Event for Small Business Success. Recently Segmented by: - Male/Female - In a serious relationship/Love Rings! Yet Another Example!
    15. 15. The Ultimate Event for Small Business Success. Show me an example… with
    16. 16. The Ultimate Event for Small Business Success. Dedicated to determining what works in marketing • Research and test marketing best practices • Produce How-to’s for marketers! • Distribute a weekly newsletter on all things internet marketing! Email, search, social, lead generation, lead nurturing, optimization and content marketing.
    17. 17. The Ultimate Event for Small Business Success. Dedicated to determining what works in marketing • A mid-size apparel retailer formed in 2000 • One big list they emailed monthly
    18. 18. The Ultimate Event for Small Business Success. Before: Johnny Cupcakes "just kind of threw things at the wall" when it came to its email campaigns"We did things with no rhyme or reason, just sent everything to everybody on our list and called it a day, we weren’t tapping into any of the features that were available to us."
    19. 19. The Ultimate Event for Small Business Success. The results? • 42% increase in clickthrough rates • 123% increase in conversion rate • 141% increase in revenue per campaign • "Getting the results back that … showing [customers] something they like actually makes them buy. What a novel idea." What do you think they segmented by?
    20. 20. The Ultimate Event for Small Business Success. So what did they do? They segmented their list by “Male” or “Female” and if they liked Baseball.
    21. 21. The Ultimate Event for Small Business Success. Ok, what now? …and I don’t care if it takes me all afternoon! I am determined to be the best there has ever been at segmentation!
    22. 22. The Ultimate Event for Small Business Success. What are we up for today? What is Segmentation? How to get more out of NEW leads How to segment CURRENT list
    23. 23. The Ultimate Event for Small Business Success. How to get more out of your NEW leads How can I segment when I first capture leads.
    24. 24. The Ultimate Event for Small Business Success.
    25. 25. The Ultimate Event for Small Business Success. Segment people as they enter through a webform Focus first on segmenting as you gather peoples info for the first time!
    26. 26. The Ultimate Event for Small Business Success. We can capture people with an Infusionsoft Webform!
    27. 27. The Ultimate Event for Small Business Success. What do webforms do? Webforms Facilitate a Transaction An Email address And Other Personal Info Something of Value Free Report Newsletter Info Free Consultation Ebook Send Promotions in exchange for…
    28. 28. The Ultimate Event for Small Business Success. This is a web form. Doesn’t seem much like a scary exchange…
    29. 29. The Ultimate Event for Small Business Success. The lead is exchanging their email address for something they value…. Ok, you can talk to me in exchange for…
    30. 30. The Ultimate Event for Small Business Success. Any email you feel like sending Emails pitching your mom’s new cook book Make sure you set proper expectations and provide value! Ok, you can talk to me about “x” Was NOT in exchange for…
    31. 31. The Ultimate Event for Small Business Success. I use a goal keeping site that sends daily reminders about my goals Hi Clay. I know this may be a strange question to ask, but I'm reaching out to anyone who has used the [GOALSITE] web application at one point or another since its inception 4 years ago for a quick favor. our family is southern California in the immediate future. We're probably all connected to someone in California maybe you have a lead on an opportunity with a great company in the San Diego area?
    32. 32. The Ultimate Event for Small Business Success. And we haven’t even talked about SPAM yet. Respect their trust!
    33. 33. The Ultimate Event for Small Business Success. If we are giving great value… we can ask for more information in exchange! Use that leverage to gather Info!
    34. 34. The Ultimate Event for Small Business Success. Ask questions that segment your leads into groups!
    35. 35. The Ultimate Event for Small Business Success. Ask questions that separate people by… • Male/Female • By interests • Income • Age • Education level • Number of times purchased • Cat people/Dog people • Star Trek vs. Star Wars
    36. 36. The Ultimate Event for Small Business Success. How much info can I ask for on a webform? The value you offer must outweigh their fear risking their privacy! Building trust with your audience increases the amount of info you can safely request!
    37. 37. The Ultimate Event for Small Business Success. Communicate that you are careful and targeted about what you send out. Lets look back at our example…
    38. 38. The Ultimate Event for Small Business Success. What if you could treat leads differently based on how they fill out this form? Path 1 Path 2 Path 3
    39. 39. The Ultimate Event for Small Business Success. How “Lists” work in Infusionsoft… You search by criteria and save those searches as “Lists”… = In Infusionsoft Tags = Lists. So basically…
    40. 40. The Ultimate Event for Small Business Success. Infusionsoft can tag people based on what they choose. Adding them to a list. Apply Basketball Tag Apply Football Tag Apply Baseball Tag
    41. 41. The Ultimate Event for Small Business Success. Lists first: Let’s add leads to lists from a webform
    42. 42. The Ultimate Event for Small Business Success. Then pick or create your tag!
    43. 43. The Ultimate Event for Small Business Success. Let’s see it in Infusionsoft!
    44. 44. The Ultimate Event for Small Business Success. Segment people as the enter!
    45. 45. The Ultimate Event for Small Business Success. Lets look back at our example…
    46. 46. The Ultimate Event for Small Business Success. Infusionsoft can tag people. But why stop there? Apply Basketball Tag Apply Football Tag Apply Baseball Tag
    47. 47. The Ultimate Event for Small Business Success. Form to different paths Path 1 Path 2 Path 3
    48. 48. The Ultimate Event for Small Business Success. To route people we need to know how Infusionsoft directs them! The Decision Diamond!
    49. 49. The Ultimate Event for Small Business Success. Decision Diamonds route people by criteria Like what criteria? • Tags (Basketball Tag) • Contact fields (like State) • Custom fields you create (like favorite color)
    50. 50. The Ultimate Event for Small Business Success. How does a decision diamond decide which path people take?
    51. 51. The Ultimate Event for Small Business Success. Form to lists & Form to different paths Path 1 Path 2 Path 3
    52. 52. The Ultimate Event for Small Business Success. What are we up for today? What is Segmentation? How to get more out of NEW leads How to segment CURRENT list
    53. 53. The Ultimate Event for Small Business Success. How to segment CURRENT list Speak more effectively to the people who like you best!
    54. 54. The Ultimate Event for Small Business Success. We need to segment CURRENT contacts like we did with NEW ones. Like our NEW leads made choices on the entry webform, we need our CURRENT list to make choices we can track.
    55. 55. The Ultimate Event for Small Business Success. Choices? Like filling out a webform?
    56. 56. The Ultimate Event for Small Business Success. Ok, grab put a link to that webform in an email! Great! Now they can click a link and fill out my survey. That will sort them. Not everyone will fill it out…
    57. 57. The Ultimate Event for Small Business Success. Wait a minute… What is that! Is that the ability to tag people (read: Add them to a list) when they click on a link in an email??
    58. 58. The Ultimate Event for Small Business Success. Let’s say I wanted to segment my list by honey flavor preference. Apply Orange GroveTag Apply Mesquites Tag Apply Alfalfa Tag
    59. 59. The Ultimate Event for Small Business Success.
    60. 60. The Ultimate Event for Small Business Success. From a newsletter email we can tag them and segment them for further targeting later.
    61. 61. The Ultimate Event for Small Business Success. Marketing is more powerful when it is targeted!
    62. 62. The Ultimate Event for Small Business Success. So… What is segmentation? How to get more out of NEW leads How to segment CURRENT list
    63. 63. The Ultimate Event for Small Business Success. Finally • Good Segmentation is good marketing. A little segmentation goes a long way. • Segment people at the beginning. Then build out custom, more targeted paths for them. More conversions! • Segment your current customers in natural ways. Self segmentation is the best kind! • You can do it!
    64. 64. The Ultimate Event for Small Business Success. Sum things up. There may be a subhead here
    65. 65. The Ultimate Event for Small Business Success.
    66. 66. The Ultimate Event for Small Business Success.
    67. 67. The Ultimate Event for Small Business Success. Campaign 1 can be done with a Campaign or a Broadcast. • Segment your current list into groups: – I have a list but I can’t tell who’s who… Email containing divergent links sent to your list. Subgroup 1 Subgroup 2 Subgroup 3 Campaign 1. Self Segmentation:
    68. 68. The Ultimate Event for Small Business Success. Segmentation for the current people in your list
    69. 69. The Ultimate Event for Small Business Success.
    70. 70. The Ultimate Event for Small Business Success. What are we up for today? What can Segmentation do for me? How Can I Use Segmentation To Improve My Marketing? How Infusionsoft makes it easy!
    71. 71. The Ultimate Event for Small Business Success. How Infusionsoft Makes it Easy Tagging Leads from a Webform Tagging contacts from an Email
    72. 72. The Ultimate Event for Small Business Success. Two ways attack segmentation for you lists: Segmenting people as they enter Segment your current list
    73. 73. The Ultimate Event for Small Business Success.
    74. 74. The Ultimate Event for Small Business Success.

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