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The Ultimate Event for Small Business Success.
Advanced Campaign Builder
The Lean Campaign
Jordan Hatch
The Infusionsoft M...
The Ultimate Event for Small Business Success.
The Campaign Builder has
been out for 2 years now…
I’ve created, given feed...
The Ultimate Event for Small Business Success.
How many of you have built and
published a campaign that looks
something li...
The Ultimate Event for Small Business Success.
Or this?
The Ultimate Event for Small Business Success.
Or even this?
The Ultimate Event for Small Business Success.
I have an anxiety problem…
No joke I really do.
The Ultimate Event for Small Business Success.
Oooh ooh do this oh wait, now you need
to do this then it would be really c...
The Ultimate Event for Small Business Success.
Sound familiar?
I put together a really awesome (video / free report / guid...
The Ultimate Event for Small Business Success.
I’m going to apply this tag then you’re
going to get this email then if you...
The Ultimate Event for Small Business Success.
How can we quickly build
effective campaigns without
the herculean effort?
The Ultimate Event for Small Business Success.
The Lean Campaign
3 simple steps to quickly launch
an amazingly effective c...
The Ultimate Event for Small Business Success.
Build
MeasureLearn
The Ultimate Event for Small Business Success.
• Almost 400 registrations in 30 days
• 50 attendees on the teleconference
...
The Ultimate Event for Small Business Success.
We started with this:
This section had content
and was published
This secti...
The Ultimate Event for Small Business Success.
Build
Minimum Viable Product that
tests your assumption
The Ultimate Event for Small Business Success.
What are you assuming?
• download my free report
• sign up for my newslette...
The Ultimate Event for Small Business Success.
Publish and Launch with this:
This should not take weeks or days –
it shoul...
The Ultimate Event for Small Business Success.
Tricks you can use to go fast:
• Campaign Merge Fields – allows you to use
...
The Ultimate Event for Small Business Success.
Don’t forget about the Marketplace!
The Ultimate Event for Small Business Success.
Other ideas to move fast:
• Use Infusionsoft Landing Pages
– Drive traffic ...
The Ultimate Event for Small Business Success.
Measure
Identify and track key metrics
The Ultimate Event for Small Business Success.
Establish key metrics and track them:
What does success look like for each
...
The Ultimate Event for Small Business Success.
Things you should be tracking
• Conversion rates:
– How many did it / how m...
The Ultimate Event for Small Business Success.
Learn
Make changes based on what
you observed from your metrics
The Ultimate Event for Small Business Success.
We tried this first:
Only 2 people unchecked the box.
The Ultimate Event for Small Business Success.
So we changed it to this:
The Ultimate Event for Small Business Success.
What happens when you republish?
• Adding a new sequence after an existing ...
The Ultimate Event for Small Business Success.
Adding a new step in a sequence
Affects
• Active and Queued contacts
• Step...
The Ultimate Event for Small Business Success.
The 7 Day Rule
• Based on the date a contact is added to a
sequence
• When ...
The Ultimate Event for Small Business Success.
Build
MeasureLearn
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Lean Campaign
The key to launching effective
campaigns fast!
The Ultimate Event for Small Business Success.
Questions?
@jordanhatch
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Jordan Hatch - Advanced Campaign Builder

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Jordan Hatch - Advanced Campaign Builder

  1. 1. The Ultimate Event for Small Business Success. Advanced Campaign Builder The Lean Campaign Jordan Hatch The Infusionsoft Mastermind @jordanhatch
  2. 2. The Ultimate Event for Small Business Success. The Campaign Builder has been out for 2 years now… I’ve created, given feedback on, and helped make changes to hundreds of campaigns.
  3. 3. The Ultimate Event for Small Business Success. How many of you have built and published a campaign that looks something like this?
  4. 4. The Ultimate Event for Small Business Success. Or this?
  5. 5. The Ultimate Event for Small Business Success. Or even this?
  6. 6. The Ultimate Event for Small Business Success. I have an anxiety problem… No joke I really do.
  7. 7. The Ultimate Event for Small Business Success. Oooh ooh do this oh wait, now you need to do this then it would be really cool if you did this oh awesome now do this don’t forget to do that oooh ooh do this now now try that oh that didn’t work, try this instead if it doesn’t work then do this that will work for sure. Squirrel!
  8. 8. The Ultimate Event for Small Business Success. Sound familiar? I put together a really awesome (video / free report / guide / webinar) that everyone in my target audience will want to (read/watch/listen to). The content is so compelling that everyone that (reads/watches/listens to) it will want to buy my (service / product). I spent (weeks / months) building out a campaign that incorporated my website, social media, and offline networking efforts. What I built is spectacular and worthy of winning awards – but, it required a herculean effort to pull off. When I launched it, my conversion rates were a lot lower than I thought they’d be – and very few people bought my (service / product).
  9. 9. The Ultimate Event for Small Business Success. I’m going to apply this tag then you’re going to get this email then if you click this link you’ll go to this page and if you fill it out you’ll get this promo if you didn’t click the link I’ll wait 5 days and I’ll send you another email if you click that link I’ll tag you and it will show up on my dashboard and I’ll probably call you. Sale!
  10. 10. The Ultimate Event for Small Business Success. How can we quickly build effective campaigns without the herculean effort?
  11. 11. The Ultimate Event for Small Business Success. The Lean Campaign 3 simple steps to quickly launch an amazingly effective campaign
  12. 12. The Ultimate Event for Small Business Success. Build MeasureLearn
  13. 13. The Ultimate Event for Small Business Success. • Almost 400 registrations in 30 days • 50 attendees on the teleconference • $1,385 in sales in first month • All from existing traffic and list
  14. 14. The Ultimate Event for Small Business Success. We started with this: This section had content and was published This section was just placeholders for the future. Nothing was setup or configured.
  15. 15. The Ultimate Event for Small Business Success. Build Minimum Viable Product that tests your assumption
  16. 16. The Ultimate Event for Small Business Success. What are you assuming? • download my free report • sign up for my newsletter • register for my webinar • RSVP for my free lunch • read my blog post • watch my video I’m assuming that my target customers will want to:
  17. 17. The Ultimate Event for Small Business Success. Publish and Launch with this: This should not take weeks or days – it should take an hour! Minimum Viable Product: the core features that allow you to test – and nothing else.
  18. 18. The Ultimate Event for Small Business Success. Tricks you can use to go fast: • Campaign Merge Fields – allows you to use content in multiple places throughout your campaign and quickly update it in one place • Campaign Links – allows you to use the same links throughout your campaign and update it in 1 spot
  19. 19. The Ultimate Event for Small Business Success. Don’t forget about the Marketplace!
  20. 20. The Ultimate Event for Small Business Success. Other ideas to move fast: • Use Infusionsoft Landing Pages – Drive traffic from existing list, Facebook, Twitter, etc. – Register a domain name with GoDaddy and use domain masking • Use GroSocial for Facebook Tabs – Drive traffic from Facebook Ads
  21. 21. The Ultimate Event for Small Business Success. Measure Identify and track key metrics
  22. 22. The Ultimate Event for Small Business Success. Establish key metrics and track them: What does success look like for each component of the campaign?
  23. 23. The Ultimate Event for Small Business Success. Things you should be tracking • Conversion rates: – How many did it / how many people saw it – For example: • Email sent to 1000 people, 45 people clicked the link • 45 / 1000 = 4.5% • Success is relative – Are you comfortable with the results – Nothing will ever get a 100% conversion rate
  24. 24. The Ultimate Event for Small Business Success. Learn Make changes based on what you observed from your metrics
  25. 25. The Ultimate Event for Small Business Success. We tried this first: Only 2 people unchecked the box.
  26. 26. The Ultimate Event for Small Business Success. So we changed it to this:
  27. 27. The Ultimate Event for Small Business Success. What happens when you republish? • Adding a new sequence after an existing one: – Active contacts will behave as normal – Queued contacts will be immediately added • Adding a new sequence after an existing goal: – Will add contacts that completed the goal to the sequence
  28. 28. The Ultimate Event for Small Business Success. Adding a new step in a sequence Affects • Active and Queued contacts • Steps that execute immediately or based on delay timers • Steps not yet executed Does not affect • Contacts that have achieved the subsequent goal • Steps based on date or field timers • Steps that have already executed
  29. 29. The Ultimate Event for Small Business Success. The 7 Day Rule • Based on the date a contact is added to a sequence • When re-publishing: – Infusionsoft recalculates all immediate steps and delay timers – Steps already executed won’t be executed again – New or updated steps that would have gone out in the past 7 days will execute immediately
  30. 30. The Ultimate Event for Small Business Success. Build MeasureLearn
  31. 31. The Ultimate Event for Small Business Success.
  32. 32. The Ultimate Event for Small Business Success. The Lean Campaign The key to launching effective campaigns fast!
  33. 33. The Ultimate Event for Small Business Success. Questions? @jordanhatch

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