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Automation That
Converts
Tyler Garns
Box Out Marketing, Inc
The 6 Keys to a
Successful Campaign
Automation is
NOT
a Strategy
Free Report + Autoresponder
Hot in 2009
Live Webinars
Hot in 2010
Social Media
Hot in 2011
Content Marketing
Hot in 2012
Automated Webinars
Hot in 2013
Mobile Marketing & Apps
Hot in 2014
Tactics
vs
Strategies
What’s Your
Strategy?
A tool isn’t a
strategy
A tactic isn’t a
strategy
AUTOMATION
isn’t a strategy
What is STRATEGY?
“a plan of action or policy
designed to achieve a major or
overall aim or a high level plan
to achieve one or more goals
u...
–Johnny Appleseed
“Type a quote here.”
How to get from where
you are now to where
you want to be
in the future
Business
Strategy
Where are you?
• It all comes down to key metrics
• What’s your monthly revenue?
• How many monthly new leads?
• What’s yo...
Where do you want to go?
• What resources do you have to get there?
• How will you employ those resources?
• In what areas...
Marketing
Strategy
Where are your prospects?
• What pains do they have?
• What’s their emotional state?
• What is there level of desire?
Where do they want to go?
• How will your product or service help them get
there?
• Are you talking about your product or ...
3 Marketing
Strategies
The Gap
Strategy
The Gap Strategy
• Purpose: Help the prospect realize that they NEED
your service to get from where they’re at to where
th...
Comfortable Retirement
Own home
Not have to work
$60k/yr * 30yrs = 1.8M
+ $500k home
=
2.3M
$50k savings
$100k annual sala...
Mountain Man Strategy
• Purpose: Build trust over time
• When: As a follow up to email optin
• Who: Service businesses or ...
Mountain Man
Strategy
“You Win” Strategy
• Purpose: To qualify leads in a way that makes them
feel like they’ve won something special
• When: Lo...
Steps to “You Win”
• Create custom fields for all responses
• Create an action set that “Sets a field to a specific
value”...
Identify
Your Message
Talk to your
customers
Call them
Interview them
Good Customers
Bad Customers
Ask Strategic Questions
• Before you purchased, what were you looking for?
• Describe the problem you were trying to solve...
Ask Strategic Questions
• If you had chosen a competing product, which one?
Why?
• What could be better about our product?...
S&J Example
• Good Clients
• Fair resolution
• Needed someone to help me with the confusing
process
• Get medical bills ta...
S&J Example
• Bad Clients
• Someone to fight for me
• Needed to get out of a terrible financial situation
• Get back at wh...
How to Convey Your
Message By Email
Email Writing 101
• Who is it coming from? (make the connection)
• Use pattern interrupts
• Send personal emails based on ...
Identify
The Correct
Offer
Again,
know where your prospects
are and where they want
to go
Bad Offers
• Opt In for a free report on a site that sells movie
tickets
• Watch an automated webinar from a company that
...
Reduce Buying Friction
• Up-Down-Up Method
• Beat Them To It Method
• Free Trial Method
Up-Down-Up Method
• Build up massive perceived value of your solution.
• Offer it at an irresistible price
• Have an upsel...
Beat Them To It Method
• Anticipate sales objections.
• Address them proactively.
• Then when you extend your offer, there...
Free Trial Method
• Offer a way for your prospects to get the benefit of
your product or service without having to pay for...
Track
The Essentials
The Numbers
Will Tell You
What You
Should Do
But You Have
To Be Tracking
Correctly In The
First Place
What’s the most
important metric?
ROI BY LEAD
SOURCE
Other Key Metrics
• Standard: Revenue, Leads, etc.
• Conversion: From stage to stage (by lead source &
campaign)
• Cost Pe...
Test
For Success
Split testing is like high
school sex
…everyone’s talking
about it, but no one’s
really doing it.
Testing Must
Become a Habit
Split Test
Subject 1: How tradition may
be hurting those you love
Subject 2: Don’t shoe your
horse until you know ALL
thes...
Results
Version 2: 99% more clicks
Version 2: 104% more optins
785 total new leads
Testing Process
• Start where you get the most traffic
• Do something drastic. Beware of the law of diminishing
returns
• ...
Summary
• Successful campaigns aren’t built in tools.
• They’re created through a systematic process of
identifying where ...
Bonus Session
11 Big Ideas to Double
Your Sales in 12
Months
Tonight at 7pm
Get a ticket at the
Box Out Marketing Booth
Thank You
@tylergarns
www.boxoutmarketing.com
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
Tyler Garns - Automation That Converts
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Tyler Garns - Automation That Converts

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Tyler Garns - Automation That Converts

  1. 1. Automation That Converts Tyler Garns Box Out Marketing, Inc The 6 Keys to a Successful Campaign
  2. 2. Automation is NOT a Strategy
  3. 3. Free Report + Autoresponder Hot in 2009
  4. 4. Live Webinars Hot in 2010
  5. 5. Social Media Hot in 2011
  6. 6. Content Marketing Hot in 2012
  7. 7. Automated Webinars Hot in 2013
  8. 8. Mobile Marketing & Apps Hot in 2014
  9. 9. Tactics vs Strategies
  10. 10. What’s Your Strategy?
  11. 11. A tool isn’t a strategy
  12. 12. A tactic isn’t a strategy
  13. 13. AUTOMATION isn’t a strategy
  14. 14. What is STRATEGY?
  15. 15. “a plan of action or policy designed to achieve a major or overall aim or a high level plan to achieve one or more goals under conditions of uncertainty"
  16. 16. –Johnny Appleseed “Type a quote here.”
  17. 17. How to get from where you are now to where you want to be in the future
  18. 18. Business Strategy
  19. 19. Where are you? • It all comes down to key metrics • What’s your monthly revenue? • How many monthly new leads? • What’s your conversation rate?
  20. 20. Where do you want to go? • What resources do you have to get there? • How will you employ those resources? • In what areas of your business should you focus to get the desired results?
  21. 21. Marketing Strategy
  22. 22. Where are your prospects? • What pains do they have? • What’s their emotional state? • What is there level of desire?
  23. 23. Where do they want to go? • How will your product or service help them get there? • Are you talking about your product or service in a way that they can make the connection? • Is your message strategically moving them from where they are to where they want to be?
  24. 24. 3 Marketing Strategies
  25. 25. The Gap Strategy
  26. 26. The Gap Strategy • Purpose: Help the prospect realize that they NEED your service to get from where they’re at to where they want to be • When: In face-to-face selling situations or via video (not good via email) • Who: Service businesses
  27. 27. Comfortable Retirement Own home Not have to work $60k/yr * 30yrs = 1.8M + $500k home = 2.3M $50k savings $100k annual salary $2.3 M Save $50k for 10 yrs $500k $200k in home equity $100k in 401k 55 yr old man $950k $1.35M Stock MarketRetirement AccountsBondsStart own businessIt’s too lateYou’re screwed!
  28. 28. Mountain Man Strategy • Purpose: Build trust over time • When: As a follow up to email optin • Who: Service businesses or high priced products
  29. 29. Mountain Man Strategy
  30. 30. “You Win” Strategy • Purpose: To qualify leads in a way that makes them feel like they’ve won something special • When: Lots of traffic, need to filter the good from the bad. Or when you have limited staff and need to focus on best leads first. • Who: All
  31. 31. Steps to “You Win” • Create custom fields for all responses • Create an action set that “Sets a field to a specific value” for each option for each response • Set up your decision node to handle each option • Run the action sets in the sequences
  32. 32. Identify Your Message
  33. 33. Talk to your customers Call them Interview them Good Customers Bad Customers
  34. 34. Ask Strategic Questions • Before you purchased, what were you looking for? • Describe the problem you were trying to solve. • Where did you look to find solutions? • What feelings were you experiencing? • How was your personal life affected?
  35. 35. Ask Strategic Questions • If you had chosen a competing product, which one? Why? • What could be better about our product? • How do you feel now that your problem is solved?
  36. 36. S&J Example • Good Clients • Fair resolution • Needed someone to help me with the confusing process • Get medical bills taken care of
  37. 37. S&J Example • Bad Clients • Someone to fight for me • Needed to get out of a terrible financial situation • Get back at who did this to me, revenge
  38. 38. How to Convey Your Message By Email
  39. 39. Email Writing 101 • Who is it coming from? (make the connection) • Use pattern interrupts • Send personal emails based on behavior • “I noticed you visited our website…” • The Power of One • Write to one person, not the list. Be specific about who that person is and write the same way you would to that person.
  40. 40. Identify The Correct Offer
  41. 41. Again, know where your prospects are and where they want to go
  42. 42. Bad Offers • Opt In for a free report on a site that sells movie tickets • Watch an automated webinar from a company that sells iPhone cases • Buy now at 10% off from a company that sells legal services
  43. 43. Reduce Buying Friction • Up-Down-Up Method • Beat Them To It Method • Free Trial Method
  44. 44. Up-Down-Up Method • Build up massive perceived value of your solution. • Offer it at an irresistible price • Have an upsell into a higher priced product/service
  45. 45. Beat Them To It Method • Anticipate sales objections. • Address them proactively. • Then when you extend your offer, there’s no reason for them not to buy
  46. 46. Free Trial Method • Offer a way for your prospects to get the benefit of your product or service without having to pay for it. • Ensure they get the benefit and that they’ll have to start paying to continue receiving the benefit.
  47. 47. Track The Essentials
  48. 48. The Numbers Will Tell You What You Should Do
  49. 49. But You Have To Be Tracking Correctly In The First Place
  50. 50. What’s the most important metric?
  51. 51. ROI BY LEAD SOURCE
  52. 52. Other Key Metrics • Standard: Revenue, Leads, etc. • Conversion: From stage to stage (by lead source & campaign) • Cost Per Lead (by lead source & campaign) • Customer Acquisition Cost (by lead source & campaign) • Retention (by lead source & campaign)
  53. 53. Test For Success
  54. 54. Split testing is like high school sex
  55. 55. …everyone’s talking about it, but no one’s really doing it.
  56. 56. Testing Must Become a Habit
  57. 57. Split Test Subject 1: How tradition may be hurting those you love Subject 2: Don’t shoe your horse until you know ALL these facts...
  58. 58. Results Version 2: 99% more clicks Version 2: 104% more optins 785 total new leads
  59. 59. Testing Process • Start where you get the most traffic • Do something drastic. Beware of the law of diminishing returns • Use a tracking tool (Google Expirements) to measure responses • Report your findings with your team. • Success is contagious.
  60. 60. Summary • Successful campaigns aren’t built in tools. • They’re created through a systematic process of identifying where your prospects are and where they want to go and then helping them get there. • Actually building your campaign is the last step after actually determining how the campaign will be successful.
  61. 61. Bonus Session 11 Big Ideas to Double Your Sales in 12 Months Tonight at 7pm Get a ticket at the Box Out Marketing Booth
  62. 62. Thank You @tylergarns www.boxoutmarketing.com

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