7 Drip Marketing Campaigns that Boost Sales

0:12 all right everyone thanks for joining us for another shirt lab Workshop uh this time around we have our 0:20 good friend Lori Feldman with the database Diva and Lori has helped us out 0:27 uh on some Live Events and some other things that she's uh and she's done for 0:32 us and let me tell you she is one of the smartest folks I know in marketing and she's really going to help you guys get 0:39 a handle on some drip marketing badassery so how are you today uh Lori I 0:47 am great thank you that's a that's a great way of phrasing it thank you well you know hey feel free to 0:54 copyright that term okay going to um all right so uh can you answer the slide yep Join our Mastermind Group 1:02 so uh if you're not a member I would highly encourage you to join shirt laab tribe.com this is our Mastermind group 1:10 for the industry we've got hundreds of shops all over the US and in other countries actually uh and are with one 1:18 thought in mind as to come together as a community to help each other so 1:24 membership is $97 a month and that fee goes for all of your employees 1:30 so it becomes a really cheap way to educate your staff we have all of our videos including this workshops like 1:37 this plus all of our Live Events and a lot of the stuff that we do are all on a 1:42 platform that you can access and your employees can access but also we have 1:48 live uh open Office hours uh I host the ones on Tuesdays which is at 5:00 1:55 Eastern and Ali ban Holzer who is a lean six segma black belt hosts the one on 2:02 Thursdays at 12:30 p.m. and uh so uh we 2:07 have a lot to offer but it's the community of getting together and helping each other solve our problems 2:12 and all that kind of stuff that's what makes us better than just trying to get the answer off some dumb Facebook post 2:20 right so anyway that's what we're doing here's our uh great pictures of us right 2:27 and our email address is below uh and Lori I'm sure if anybody emailed 2:33 you you would email him back right I absolutely would yeah me too okay uh next slide please and we 2:42 can't not not have an event without thinking or awesome sponsors so uh if 2:48 you see any of these folks please let them know that we appreciate them and uh 2:54 we love everything they do and uh consider giving them your business right 2:59 next slide and with that I'm gonna turn it over to Lori so thank you Lori all right About Lori 3:06 excellent thanks Marshall hello everybody um I want to give you a little bit of background about me so you'll 3:12 know where I'm coming from as I go through my presentation for you I was trained as a journalist and I have been 3:20 a professional copywriter ever since then we won't talk about how far back that is but I have spent uh since 3:28 2005 um getting new customers using email marketing automation um for myself as well as my 3:35 clients and as one of my clients said this is the greatest thing ever that I can just send out an email and I don't 3:41 have to go on sales calls and I thought well that kind of sums it up right there so I'm sure all of us would rather foro 3:48 the sales calls cold if we had a warm body to start with who already knew 3:53 something about us and was interested in our services so that's what we're going to talk about today um in my business I 3:59 have a a small team or as I say my small crack team my it guy has been with me 4:05 for 22 years my salesperson who we are also friends but she's worked for me over 30 years and my uh creative 4:13 director has been with me the the the shortest he's only been here about six years so we all finish each other's 4:19 sentences we all know what we do really well I try to stay in my Lane of only doing what I is my zone of genius and 4:27 staying as you know it's very difficult to stay on top of all the marketing changes that are going on like every 4:32 five minutes so it makes it a lot easier when you just specialize in one thing so 4:37 I'm not an expert on a lot of things but I am an expert on what I'm going to talk to you about today um the company is 4:43 also certified in a couple of marketing automation platforms which is not really 4:48 necessary but um sometimes that's how people find us so active campaign pipe 4:53 Drive Zoho customer IO others um my it guy is really good at figuring out um 5:00 so many of the different platforms because we've done it over the years and if it's something new he figures it out 5:05 pretty quickly so we're we're kind of we we like to say that we're platform agnostic so what we're going to talk 5:12 about today we're going to start with the difference between drip Automation and 5:17 emails there is a difference and then the next question is well what am I 5:22 supposed to say in all these emails you want me to write 72 emails well what am I going to say and what is the K what I 5:30 consider the kiss of death of messaging that you should never do so I'll give you my pointers for what to stay away 5:37 from and then we'll get into the the title of the presentation and the meat 5:43 which is the seven mus have drips so as we're going through all the different things today the notes that you should 5:49 be taking are things that you can incorporate into your business that um 5:56 have trigger points for each of these seven drips and I think every everybody on the call today is going to have those 6:01 situations where um if you don't have a followup Automation in place this is 6:08 these are the tips to help you get it started and get it uh implemented and then we'll do some Q&A at the end and 6:14 Marshall you're gonna give me a heads up on time right yes of course and also if 6:20 you've got a question throw it in the question or throw it in the chat and then I'll uh when when Lor's got a 6:27 little minute stopping point I'll well make sure she gets the question but if you don't type it in she won't ever know 6:35 what it is so make sure you put it in there and then also uh because before somebody asks yes you will be getting 6:42 this recording okay so I'll be sending this to everybody who signed up whether you 6:48 were here live or not uh and I'll be sending that out in a day or two because 6:54 we edit a little we put a little thing on it and then we edit and we'll send it out um and also be on my uh YouTube 7:01 channel so um and also shirt lab tribe it'll be in all our usual spots so 7:07 anyway with that uh you've got uh about 53 minutes go okay good Perfect all 7:14 right okay so I want to start with what I call my treasure triangle and this is The Treasure Triangle 7:21 the um this is going to explain the difference between email and automation 7:27 or anything that you do where you reach out so it could be email um social media 7:33 paid ads you reaching out to them saying hey here I am bye for me that's you 7:38 reaching out to them that they didn't do anything they probably don't even know you're going to be what I call attacking them with your 7:47 message um it's a necessary evil we all have to do that in business we all have to promote ourselves as much as we can 7:54 um and there is a time and a place for um doing that kind of Outreach I'm not saying don't do it so as you can see 8:00 this is a an equilateral triangle Each corner of the triangle is important to 8:06 the overall uh Diamond producing effect so in the top left we have email Blaster 8:13 newsletters kind of the same thing so an email blast might be like hey we're 8:18 having a sale it ends uh at the end of the month or we're going to be at the show come see us uh here's your free 8:25 ticket or you know get a discount if you're my customer or um you know we're 8:30 GNA have this popup sale and uh you know you can order $100 and get $20 off or 8:37 whatever those kinds of messages are those are oneoff situational usually 8:43 time or date sensitive then they end they go away and then you have to come up with the next one so a lot of people 8:48 think doing automation is I got to come up with a discount every single time that I send an email out and that's 8:54 probably the worst thing you can do for your business because you're just training your customers not to buy from 9:00 you unless they get something extra so it we don't want to do it all the time but it is something that's necessary to 9:06 do same with newsletters um a lot of people just do that and they put their specials in there and that's fine so if 9:13 you have a Weekly Newsletter a monthly newsletter a quarterly newsletter whatever that's still top left of the 9:20 treasure triangle and that's you figuring out these are the things I want to tell my customer this time and I'm 9:26 going to blast it out there fine social media same thing a lot of uh people 9:32 don't like to be on social media but they feel like they have to be or maybe you you're loving being on social media 9:38 and you've gotten some uh interest from that it's hard to measure it's hard to know if all the effort you're putting in 9:44 is paying off or not but you don't want to be there in case you get a hot Prospect and they go check you out 9:49 online they want to make sure that you exist online so it's a very important component of the overall picture and 9:57 it's the right side of the the top right side of the treasure triangle and so now I want you to imagine I don't think I 10:04 can oh Marshall do you see my mouse moving yep it's moving okay all right so 10:10 Pretend We're going to dissect or bict the treasure triangle in half top to 10:16 bottom so there's a line right here so the top half is what I call all about me 10:24 marketing my company my employees my trucks my t-shirts my me me me I I I 10:30 it's all about me when we get to the bottom of the treasure triangle and we're starting to talk about drip 10:36 marketing that is where something happened in your business that is triggering the automation response that 10:44 you're going to put out in the world so somebody asked for a quote somebody filled out a form on your website they 10:50 visited your website uh you know maybe six months ago but now they're back um 10:57 they um uh any any kind of online Behavior they responded to an ad a a paid ad that you 11:04 had out there they did something which is causing you to respond so when that 11:09 happens it's a wonderful opportunity for you to really focus on all right here's 11:15 this person they reached out to me what do they want to hear from me to keep the 11:20 conversation going and so I want to talk more about that but usually it's education it's U storytelling 11:29 it's testimonials it's examples of other work that I've done for other people and 11:36 now I'm showing you that I can also do what you're asking about so drip marketing is the bottom of the treasure 11:43 triangle but again if we talk about dividing top half from bottom half the bottom half is all about you marketing 11:51 so it's how can I make your life better as my customer how can I make it easier 11:57 for you how can I educate you to become a better customer so that you're not ordering something you didn't really mean to order and you're getting the 12:05 most out of the budget that you have to work with so that's the difference between the top half of the treasure 12:10 triangle and the bottom half of the treasure triangle again I'm not saying don't do these things you absolutely 12:16 need to do them but there's a different strategy involved and so this is what we're going to be talking about 12:23 now so that brings us to well what should these emails say if I'm not What should these emails say 12:28 offering discount if I'm not uh blasting out something about you know how many 12:34 different colors of t-shirts I have what what am I talking about so when you get 12:39 into marketing automation it's it's really less about it's practically 12:45 nothing about the software and the technology and it's more about how well 12:50 do you know your customer buying cycle and where the customers are mentally at 12:57 each stage of the sales process so this is the process that I take my clients to The Process 13:02 and I know you can't read that and it's not important I just want to show you the concept because you can get a 13:08 cocktail napkin and do this yourself with your team and I highly encourage you to do that anybody in your company 13:15 who is customer facing so uh support customer 13:21 service um project management you as an owner A salesperson anybody who has 13:28 conversations with c customers is going to have insight into what customers are thinking about at every stage of the 13:35 sales process so um if we start up here with a new lead and I got sunglasses on 13:41 this person because we don't know too much about them yet they're just reaching out but we don't know if they've got money we don't know if 13:48 they've done this kind of order before um is this the first time are their 13:53 expectations wildly out of control we don't know anything about them so um when the lead comes in that's the time 14:00 that you have to make a first impression to them but you also want to be able to get information from them about whether 14:08 they're going to be qualified to do business with you and I know um most of you well any of us in business besides 14:16 opportunities that we really want there's also opportunities with people that we that we really don't want either 14:22 they they're big time wasters and they never pull the trigger or they don't have enough money to do business with us whatever it is um would be nice to weed 14:30 the good opportunities from the not so good opportunities and when that lead 14:35 comes in that's the first thing that we want to do is figure out are they qualified or not to do business with us 14:41 so on this map that you're going to do this cocktail napkin map anywhere you 14:47 see a diamond that's a decision point so they're qualified or they're not they're 14:53 um ready to buy now or they're not so each each part of the buyer's Journey 14:59 there are decisions that either you're going to make on their behalf or they're going to make and then you're going to move on to the next phase so when the 15:06 lead comes in are they qualified or not if they are not maybe they just need more education and more money and so 15:14 you're going to put them on um maybe a nurture drip or an education drip so anywhere you see an envelope that's a 15:21 drip automation that you could set up for that particular trigger so the the 15:26 behavior from the the customer or the Prospect is what I'm calling the trigger and then your response is either going 15:32 to be uh a decision making point or a an automation so as you go through your 15:39 sales process um maybe you're going to send out a quote so you send out a quote and then do they buy or not if they 15:46 don't buy we want to follow up with that quote and the thing that happens in real life is we send out a quote and then the 15:54 next day we get three more and then the next day we get two more hopefully and then now you're too busy and you don't 16:00 have time to follow up the first guy but meanwhile that's an opportunity and so maybe you're good and you'll follow up 16:06 for a week or two but maybe that sale's not going to close for 90 days you need to have a mechanism in place from the 16:14 get-go that will follow up when you can't but it sounds like you so that you 16:19 stay in touch with that person and they don't get lured Away by a competitor who maybe is offering them $5 extra because 16:27 it's not always about the money a lot of times it is but what we're doing with these automations is building 16:33 a case for why in the world would you want to go anywhere else because look how wonderful we are and that's what 16:39 your drip campaigns as a whole will do and so the education piece of that is 16:45 very very important so all right you've got this cocktail napkin thing going 16:51 you've got your decision trees you're pushing them to different campaigns based on where they are what their 16:58 behavior is um once you figured out how many uh automations you need now we can 17:07 with a microscope or a magnifying glass we can zero in on each individual 17:12 envelope and then you're going to create a spreadsheet like this where each column represents an 17:19 envelope and a campaign and we're going to determine how long does that phase of 17:26 the buying process last is it a week week is it a day is it a year some 17:31 people they have sales cycles that last for a year and the bigger the job or the 17:36 more steps like if you have to get a PO from a university or something it may take a really long time for that sale to 17:43 close so however long it takes in that particular phase for example after you send out a proposal that's how long that 17:50 trip needs to last so we're we're kind of just specking it out um all of the 17:56 details about each of these envelopes that represent an Automation in your business and then once we know what that 18:03 is it's really easy to think okay what would that Prospect want to know from me 18:08 at that point in time and it's going to be different depending on if they're way 18:13 over here or if they're way down here because they've been through conversations with you uh you've had 18:20 some correspondence back and forth maybe you've sent samples or you sent them over to your Instagram and they're 18:27 looking at different idas and coming up with ideas and so they're getting more educated more educated as they go 18:33 through the process with you and so the messaging needs to get a little bit more 18:39 uh Advanced as well but you don't want to overwhelm somebody at the beginning 18:44 of the process and say you know look at these 300 products that we have which one do you want because if they're not 18:50 experienced or even if they are that's that's that's too many choices so this is the process that I'm suggesting that 18:56 you do like pull yourself and your team together set aside like 19:01 two hours you can probably knock this out um and then maybe another meeting or 19:06 have somebody everybody contribute everybody get a copy of this and contribute ideas to what would be a good 19:12 thing to include at that stage so it it might be some videos I'm going to talk 19:18 about all all of the whats in a minute as we get into the seven drips because that's a lot of what's in my world that 19:25 would be what was what is on here so let's let's let's move on and I'll get into the the so Lori before go back to 19:32 your slide so uh it looks like there's only one drip right this is just a simplified 19:40 chart so some of the drips you might have 30 drips but here because it's just 19:46 a little illustration uh we're only just using one icon so I just want to kind of throw 19:52 that out there that make this as complex as you want it to be right exactly but 19:57 yeah each one of envelopes is a different Automation and I don't want anybody to read what this says because I kind of 20:03 just made it up but most of mine look um more complex than this so I didn't want 20:09 to show one of those I just wanted to simplify it because all you need to know is did the thing that you thought was 20:15 going to happen happen or it didn't happen so for example they filled out a form but now they won't answer their 20:21 phone so you can't give them a quote but they were they visited your site what do 20:28 you want to what happens to them you don't have time to follow up maybe every day to move it along so put those people 20:35 on a DRP so that's a drip so I just wanted to I just wanted to clarify that 20:40 yeah good good good call good question um so we have envelopes we have columns 20:46 that describe the envelopes and I'll show you what that looks like in more 20:51 detail so one more thing about messaging and um this goes along with well what's Messaging 20:58 should I write about I also want to tell you what you don't want to write about so I don't want you to be super 21:06 salesy because we're at the bottom of the treasure triangle we're trying to be educational we're trying to the goal for 21:14 us is not only to answer the questions that they want to know which is like and I always say as soon as you give 21:19 somebody the price they disappear so we want to give them as much as we can to educate them into 21:26 being a better customer and eventually obviously we're going to give them a price but we we want to use that time 21:32 wisely and you don't always have time to be on the phone doing that one-onone one but you know what the information is 21:38 that they need to be a better buyer so we're going to put those into the messages but we don't want to do it in a salesy way we don't want to be saying 21:45 are you ready yet are you ready yet are you ready yet that's that's not what we want to say um we also don't want to do 21:53 the we weitas thing which is when you get done writing a message go count up 21:59 how many i's and we's there are in your message and then go back and count up 22:05 all the U and yours and if that equation is out of whack if you've got way too 22:11 many we wees in there you need to rewrite it flip it flip the script and 22:17 it needs to be about you you is the buyer and it takes a little practice to 22:24 get into that but that's where AI can help a lot and you can one of your prompts can be don't say we more than 10% of the time 22:31 it should be 90 90% about them also don't forget to put two or 22:37 three helpful URL links into the messaging number one we want to be able to track is anybody paying attention and 22:44 so the clicks will do that for us but also you've if you create the content 22:50 once that's the typical FAQ kind of question that you get that they're 22:57 you're always answering question over and over and over and over so if we can document the answer and put it on the 23:03 website now we can link to it and they can go educate themselves so it's always good to have two or three helpful blog 23:11 posts videos testimonial links anything that corresponds to what the message for 23:18 that particular buyer Journey message is about and then we do want to add a CTA I 23:25 don't call that being salesy but we want to give them um as many ways to reach 23:31 back out to us to make it easy because nobody likes to pick up the phone and call anymore and so you you probably 23:38 don't get a lot of like actual phone calls but you might get a lot of emails but some people may want to talk to you 23:44 on Facebook Messenger some people may want to DM you some people may want to text you so you want to give people 23:50 plenty of ways that they can reach out and that's what the CTA should 23:56 do okay so so any questions yet Marshall I'll just keep going no no questions Call to action 24:02 although I would like a comment okay uh so the call to action okay doesn't have 24:08 to be about buying you could say hey schedule an appointment for us to begin 24:13 your design work or hey which of these three hats do you like the best vote 24:19 right or it could it could be something where uh you you're educating but you're 24:25 also gaining information or whatever and what you want more than anything is a response that's going to move them to 24:31 the next uh Plateau or whatever in the in the buying cycle right and I like to 24:38 have H time scheduled schedule time for a 15 minute review or whatever I think 24:44 that really works great and I like to use cly that's what I use and um and it 24:51 what's really great about that is when they do that they can they only schedule when you're available so uh and most 24:58 most people will keep that appointment don't you feel like Ken Lee changed your business life once you implemented it I 25:06 love CLE because uh before it was like okay is nine o'clock on Tuesday good for 25:13 you or is Wednesday at three back andth and it was just such a mess and now it's like here's my get your get the time 25:19 that works for you yep exactly uh I I like to have more than just schedule a 25:25 call I know that's your thing but you deal with mostly people who already know you Marshall don't 25:30 you not necessarily um because I have new clients too y okay well just try 25:38 lots of things and don't just have it be one choice you know just give people 25:43 lots of choices they like that and um make sure that's included on every 25:49 message all right the seven drip marketing campaigns that boost sales so when you do your cocktail napkin these 25:55 are the ones that you should keep in mind where can you put these because they're all super important to every 26:01 business and if you think about it every day when you wake up and go to work you 26:07 know certain things are going to happen or you hope certain things are going to happen like you hope someone's going to 26:13 fill out a form on your website and ask for uh you to do some work for them um 26:19 you are going to realize that you haven't heard from customer X in over a 26:26 year and they used to be your best customer and you just discovered oh my gosh what happened to that person so all 26:32 of these things you know are going to happen the only thing that you don't know is who that person is who's gonna 26:39 hit that trigger on that particular day so what if you were super U proactive and built out this 26:48 automation process so that when those triggers happened you had a prepared 26:55 answer ready to go that's the life Chang 27:00 changing um momentum behind doing something like this really committing to 27:06 doing this for your business because it's hard I'll be honest it's very hard that's why people hire me because it's too hard it's hard to do it yourself but 27:12 it's not impossible it's just time consuming and it's all front loaded and you have to get it done to see the 27:19 results but once you have it done the results just kind of I call it Christmas every day a year from now you'll be glad 27:25 you did it so these are the seven campaigns that I want you to include when you do your cocktail napkin and um 27:33 obviously the first one is uh a new online lead so I didn't just say a form because they might fill out a 27:40 form they might uh respond to something that you posted on social media they 27:47 might um maybe you've got some paid ads going so it could be any first touch 27:54 online that comes in and um what you want to focus on is how can you make the 28:01 very best first impression on that person who's coming to you for the very 28:06 first time and some of the I'll give you some examples of things you can include in messaging when that happens um number 28:14 one there's usually a sense of urgency on their part nobody really plans ahead I mean I I don't they don't do that in 28:21 my business and usually most of the people that I know in your industry you know if they get a lead it's like I need 28:28 it immediately so there's some urgency so you want to acknowledge that you know they're in a 28:34 hurry and so it's like okay I'm reviewing everything but in the meantime here are some things that you 28:41 can do you can check out our Instagram uh you know samples of work 28:47 that we've done and see if you see anything that's like what you want um here are the top three videos or blogs 28:54 that our customers find most helpful uh here's the origin story of the company 29:00 and you want to make your origin story if you don't have it on your website already you need a web page for that to talk about how did you get started in 29:07 business who helped you who who are they going to be working with who are they going to come face to face with if they 29:13 do business with you and what's what are those people's backgrounds that's really helpful information that um people will 29:21 you know browse your website and you know maybe they'll call maybe they won't but that's like if someone's considering 29:28 working with you they want to know who you are and you know what were you doing La you know were you doing the same 29:33 thing last week that you're doing this week so those are examples of things that you can talk about in messaging for 29:39 somebody who's coming to you for the first time and again um make sure that 29:44 you acknowledge that sense of urgency like that nobody really wants to fill out a form but they know that they have 29:51 to so it's good for you to acknowledge that they took the time to do it and you're reviewing everything that they 29:57 sent you and someone will be in touch 30:02 ASAP okay so what about a what about a survey so like uh maybe you want to Survey 30:09 qualify that online person and you have like a really short survey that they can 30:15 take to see if you know kind of what something about them or whatever and 30:21 that can also help uh uh route them into the correct type of sales category or 30:28 how their response is or something like that is that okay to do as a call to action also you don't want to give them 30:35 50 fields of information to fill out and feeling like you know they're no I'm thinking like two or three questions 30:41 right yeah I I think that you can try it um I always like to recommend um and I'm 30:48 not I'm not a uh connected with this company at all but I like type form because it's a progressive form so if 30:55 they answer a question one way it'll take them off to other questions that are more related to that answer than 31:02 treating everybody the same and I know in your industry there are a lot of 31:07 factors involved in um you know figuring out what somebody wants so that that's a 31:13 a good way to do it and a survey of not necessarily do you want this or this because they may not know they may not 31:19 have enough information to know but they may let me go back to that first one uh 31:26 they may um under understand it a different way like like you don't want to say do you have at least $2,500 you 31:34 don't want to say it like that but and when you ask people what their budget is a lot of times they don't know or they 31:39 don't want to tell you so what is a question that you could ask that would give you the same information without being that direct so those kinds of 31:46 survey questions I think you could do two or three of those and be okay is that what you meant Marshall 31:54 y all right the quote followup probably the single most Quote followup 31:59 important drip automation that you can set up in fact I would set this one up first and make sure that this one is in 32:06 play because I can't tell you how many people that I talk to when I'm starting 32:11 this process with them and they're like guilty because they know over the last 32:16 five years how many quotes they've missed because they didn't follow up either just they just never follow it up 32:23 and they don't even know what happened or by the time they follow it up they had made the customer had made a decision to go with somebody else and 32:29 that's just heartbreaking when you spend time and effort putting a quote together and going through everything you have to 32:35 do to make that happen and then you know they don't make a decision right away and you have to do the followup but then 32:41 you run out of time so this is one of those things I'm talking about you know that you're going to have quotes to follow up with and you know that you're 32:47 going to be busy and you're not going to have time or inclination to want to do it so you know not everybody is a 32:53 superstar salesperson and uh the best thing that you can do is and I don't 32:59 want to say that you're not a good salesperson but a lot of people don't like sales that's what I meant and so this is a way to be a really great 33:05 salesperson without having to do it oneon-one and and I kind of fall into that camp as 33:12 well you know I started out life as an introvert and I struggle every day trying to overcome that but this works 33:18 because this is as good as me talking to somebody because the information they want is in these messages and it helps 33:25 them evaluate do I want to move for forward with this company or not and it keeps you top of mind and so Marshall 33:31 and I always laugh but I have my favorite I forgot how many word it's 11 33:37 words Lori 11 all right Marshall go for it tell them what it is we we'll share am I 33:43 waiting on you am I waiting on you or are you waiting on me that's my all-time 33:49 number one responded to email marketing message it's one sentence so these don't 33:57 have to be complicated and take forever to come up with but you know at some point you are kind of like are we doing 34:04 this or we're not so but that's the last message in the series that I use and but 34:10 that's the one that always gets them so all of these messages um you're going to have the quote followup last as long as 34:18 the average order takes to close so if you close orders really fast like let's 34:24 say a week then maybe you just need one message a day for seven days and and you're good but if it takes you 90 days 34:32 six months your quote followup drip you want to extend that long and and you're 34:38 not mailing every day but maybe you're mailing once a week or maybe once a week 34:43 for the first 30 days but then after that every other week you're just kind of touching so Lori let me interrupt 34:49 most people in our industry it's about one to three days and after three days they've lost the quote right so we're a 34:56 little more truncated than that because it's people get a quot or whatever and they make a decision and usually it's 35:03 the the first person who follows up really kind of gets the deal right 35:09 because a lot of times people will get like three or four quotes from different shops and nobody returns my call or 35:16 whatever so if you're if you're on the spot a lot of times you'll get the order 35:21 because you're in before everybody else then in that case I would shorten the 35:27 time line on this one and I would include SMS and I would ask for permission on that at the time that 35:32 you're giving the quote is it okay if I follow up with you uh on your mobile and 35:37 most people at that point will say yes or you could even say is it okay if I text you the quote and then that way 35:44 that's kind of implied permission but I would follow up with some SMS messages that way which can also be automated so 35:50 um that's that's great to know I didn't know it was that quick of a turn is there a platform for automating text 35:56 message stuff oh a gazillion so then you you have to decide um do you just want 36:02 to be able to broadcast it out or do you also want them to be able to text you back so those are two 36:09 different kinds of platforms but yes they exist most marketing automation 36:14 tools have them built in of some kind but you can get third party ones First time customer 36:21 too okay a firsttime customer this is a very important person 36:28 in your world and even though it's we're saying first time customer what that 36:35 person really is is a trer buyer like you're being 36:40 evaluated not only on this particular order but do they ever want to do business with you again so we really 36:47 want to take the time to win them over kill them with kindness so to speak and 36:52 we want to put them through some kind of an onboarding experience which may include 36:58 uh sending out some swag or hand you know hand delivering them if it's local um doing some welcome videos from each 37:05 of your staff like hey it's you know Susie and I'm your project manager and 37:11 you're gonna be talking to me next and I'm so happy that you're here and when I'm not helping clients like you I'm 37:17 playing with my dog and just a handheld doesn't have to be high production value just 37:23 something personalized from that person that they're going to be talking to to make them really feel like wow you know 37:29 I'm really being welcomed into this company and they they got their act together um it also could mean a message 37:38 from you as an owner or from the salesperson on what to expect okay you 37:45 know you signed off on your order here's what's going to happen next a tour of your facility on camera you know with 37:52 you having some interaction with the people that are going to be working on the order these messages videos they can 37:58 be like 30 seconds they don't have to be super long involved scripting just very 38:04 off the cuff but it's something that can be used over and over again every time you get that first customer and it 38:10 really bonds them to you because we want to avoid buyer's remorse you know the 38:16 worst thing that can happen is they make the decision to go with you and then they go home and their spouse says oh I 38:22 didn't know you were going to do that well my sister's brother's cousin's boyfriend does that so why are you 38:27 ordering from that company I could be giving you a better deal that's what we want to avoid with this first-time 38:32 customer love bombing okay number four Missed opportunity 38:39 inactives this is a whole if you've been in business any length of time you've 38:45 probably got these people and it's a whole Revenue stream of missed 38:51 opportunity if you don't follow up with them so there's there's two parts to this one one is 38:58 if you haven't done anything with them so far there's all these inactive sitting on your list but even more 39:03 important we want to build out an automation so that nobody goes inactive in the future so at the time that you 39:11 give a quote that's the best time to ask that person is this a oneoff kind of a 39:18 thing that you're doing or is this something that you need replenishment of 39:23 or will this event occur again and like get some feedback from them so that you 39:29 can put it into your database when the next time you should follow up is so if 39:34 they say oh no this is an annual event then maybe 90 days before the annual event we need to be reaching out again I 39:40 know some of you do that a lot but it needs to be more automated so that nobody slips through the cracks and then 39:47 once you put those dates in there when you're going to be following up now those become the trigger dates for when 39:52 you're in active drip automation would start so 39:59 uh can you write that drip so as you're taking the order let's say there's an 40:05 annual 5K run I'm just making this up and we know that the you're talking with 40:10 the race director and it's going to be in September and you want to reach out to them uh in July of next year can you 40:19 set that up in a program with their name and what the thing is about and whatever and to automatically send that to them 40:26 and y as an email message or a text message yep it's all written and you 40:32 don't even have to remember to do it because you set it up today exactly yep so we need what kind of 40:39 event is it when is the date that we want to follow up again um any other 40:45 information that you could mail merge into that message but you don't really need anything else and you just say uh 40:50 hey you know looking forward to talking again about your next uh event type fill 40:57 in the blank um hope last year's went well hopefully you didn't wait that long hopefully you also followed up after 41:04 they had that event so you know it went well but you know just putting a bug in your ear here's my calendar link let's 41:10 get together and have a discussion for the next year's event and that goes out automatically and that's where we get 41:16 into Christmas every day because you didn't do anything except load the CRM with the information and the trigger 41:23 happened the email went out the customer loves you he resp funds so that's this is one of my 41:30 favorite ones um it's my favorite one to get caught up with with all the people that are in the database now that you've 41:37 overlooked but then moving forward making sure that it doesn't happen again that's that's a real good one so really 41:44 you could write drips there's two phases one is for all all our new customers and 41:50 the other one is for all the people who've done business with us previously yep and then we're going to send them 41:55 all something yep exactly all right number five is nurture Nurture 42:03 or newsletter um they're kind of I mean everybody knows what a newsletter is 42:09 that takes some time to put together and it needs it's presumed to be more 42:15 current so that's why I like to say the nurture campaign because that's one message typically what I recommend is 42:21 one message every other week every excuse me one message every three weeks 42:28 which is 18 messages a year and those 18 messages can be Evergreen where it's 42:33 harder to do that with a newsletter so a newsletter is a lot of work nurture is do it once use it forever I'm still 42:41 dripping some of my customers on a drip that I wrote 10 years ago so um I did 42:46 have one presidential uh mention as a as a joke and one of my messages and it was 42:52 still on Barack Obama so I did have to change that one but it's still running and I think it was a customer who 42:58 brought it to my attention so I got a response so that was a positive for me but um the nurture campaign is um so I 43:07 like to say my goal for you with the cocktail napkin strategy is to have 100% 43:14 of your contacts on a drip marketing campaign 100% of the time they're not 43:21 all going to be on the same one they may be on different ones but nobody is you know nobody's forgotten no no Prospect 43:28 is Left Behind and the nurture drip allows you to kind of that is the the 43:35 catchall when all those other campaigns end they're funneled into the nurture 43:40 and when the nurture ends a year from now and they've had those 18 messages we 43:46 just turn it around and start it over again and a year from now nobody remembers that they got message one a 43:51 year ago so you really only have to write it once and if they're good ones 43:57 and you monitor that as your system goes which messages are resonating which ones 44:02 aren't replace the ones that aren't the ones that are leave them in there and they're they're gold they're just 44:08 Evergreen forever and a lot of times this was a big surprise to 44:15 me when I have a drip going out and I get a prospect or a customer uh in fact 44:22 this just happened we just renewed some of our messaging and I sent it out to to my inactive list and I got several old 44:30 customers who called and what they called me about had nothing to do with what the message said it was just the 44:37 fact that the message hit them at a time that they were thinking about doing something that I could help them with 44:43 and I think that's a lot of you know everybody says oh email marketing doesn't work and I don't want to get all 44:48 those emails but you're being very intentional about when you send these out and the thing about drip marketing 44:56 is that you're responding to them reaching out to you first so it's not 45:01 cold so they appreciate it but it shows them that you're on top of your own game 45:09 and you've got you've got the You' it's almost like you're reading their mind you're sending 45:15 out the message that was the next thing that they were going to think about and once you know your business that well and your customers that well it's really 45:21 easy to put those kinds of messages together and then they're like oh I didn't know you did that well that's a 45:26 great idea I could do that at my next blah blah blah that's where we're going once you get into the flow of how this 45:33 works so the nurture is very important to give you the time to talk about all 45:38 the different things that you do beyond what they came to you originally to order so Marshall you've had that I'm 45:45 sure where you you know you you do your Consulting and then people just think you're a consultant and they don't know 45:51 that shirt lab exists so they just know you from the thing that they bought they don't know all the back ground things 45:58 right so uh that's true and I think one of the things that we also need to kind 46:04 of be cognizant about is when we're sending stuff out the length of what you're sending and I 46:12 think a lot of people are using chat GPT now and which can write some amazing 46:17 things but sometimes it really overd does it and it's too much it's too long 46:23 it's too wordy it sounds like Chad P PT instead of a real person right and and 46:30 so I think if we're going to be doing stuff like that especially in a nurture campaign shouldn't it be briefer if 46:38 that's even a word is better than longer right we want something that's 46:44 just quick and easy easy to read easy to digest even if it's just bullet points 46:49 or something just to say hey I'm here here's some here's an idea let's get something going right and rather some 46:56 huge long thing correct yep absolutely and my favorite things to do with the 47:02 nurture dripper to tell stories about other successes that you've had like you're reporting on your wins like hey 47:09 let me tell you about this customer I had he had a 5K run and he was looking for you know some water bottles and we 47:17 didn't just find water bottles we found this and this and this and this and this and pictures from the event and you know 47:24 just those are real life that's real life reporting people are interested to know what else could 47:32 they do they're trying to be creative too and they don't have the resources that you have so you're kind of 47:37 unlocking that World by giving them the ideas so yeah it and I think you can use 47:42 chat GPT you just have to be very very very specific on the prompts like I always put a word limit on I'm like no 47:49 more than 100 words don't use these words um you know make it fun you know 47:56 everybody knows what the the prompts are but as you learn what you don't like you can add that to your list of prompts 48:03 that you're putting in there but then also um you know if you can find some if 48:08 it's a 5k or whatever find some 5K URLs and say I want to talk about these kinds 48:13 of events so it's giving chat gbt kind of a frame of reference as as it's writing its 100 words okay so I think 48:21 chat gbt has its has its place but it needs the human touch Marshall as you 48:28 did you know only 3% of your Market are actively 48:34 buying at any given time that's like incredible so that's another reason that 48:39 you need to nurture and 56% aren't ready to buy so 48:44 you may have talked to them but you know maybe they got to get budget approval they've got to go to a committee they've got to BL whatever 56% already 40% are 48:52 thinking about it and so if you're not doing this nurture they're left to their own devices to get 48:59 Solutions which probably won't include you it'll include whoever is screaming 49:04 at them the loudest so another reason I just wanted to point that out Trade Shows 49:10 okay pre and post events um this kind of went away for a while a few years ago 49:16 but it's back everybody I know is doing trade shows again so that's interesting um there's a lot of popup events for 49:22 what you all do in your industry but when you have an event there's a pre-event opportunity and a postevent 49:30 opportunity so and that um is true whether the person attends or not so 49:36 it's kind of like this webinar Marshall had you know X number of people sign up but not everybody showed up today on 49:43 this webinar we're still going to Market to the ones who didn't show up because they showed interest so same with you um 49:50 there can be people on your list who have every intention of showing up to an event but then they don't but we're 49:56 still going to Market to them because they had some interest so what I suggest on these is that you work backwards from 50:03 the date of the event for the pre event and then um that becomes a drip that you 50:10 can use anytime you have a date in the future and then once these event these 50:17 are like moments in time kind of automations so once they end we move 50:24 them over to the nurture and they continue the people on that list continue to get uh messages from you 50:32 showing all the other skills that you have besides whatever that event was 50:38 about okay and then lastly and I did this last for a reason is cold email Cold Email Outreach 50:44 Outreach and as I like to say on this one no one 50:49 likes getting spammed but everyone wants to have a cold email Outreach campaign 50:57 so this program is very very hard to pull off um it's hard to pull off from a 51:04 Google deliverability standpoint and it's hard to pull off from not sounding spammy so I'm going to 51:12 give you my best advice for how to do this if this is something that you want to do um also for you know if you have 51:19 HubSpot well pretty much any platform that you have any email marketing automation platform none of them want 51:25 you to use it to do this so there you have to go to like a a second tier 51:30 platform which there are many of those if anyone's interested I can tell you the ones that I think are the best but 51:37 um you have to go to those platforms you've got to warm up your domain there's a there's a lot of work involved 51:43 in getting it to even deliver your message let alone have it work with a 51:49 customer who I mean a prospect who can become a customer so my suggest 51:54 suggestion is that you pick 50 companies that you want to do business with like 52:00 you can name them and then find the person or people within those companies 52:06 that are the decision makers or you feel like they would be the decision makers and then get an intern or get your kid 52:14 or get someone who doesn't have that much to do which I don't know if those people exist on a team anymore but find 52:20 someone who can go do some research on those companies and find the reason that you're reaching out some so maybe you go 52:27 to their events page and maybe that's how you do it you look you do a search on whatever chat gbt for companies in 52:35 your local area that have an events page on their website and you find the ones 52:41 that you think you can support with your services and then you reverse engineer that to who in the company would be the 52:48 right person and now you've got a reason to do the reaching out and invite them for a tour send them a sample or 52:55 whatever you're um messages and tell them a little bit about who you are and do that in a 53:01 series of two three four five different messages um that hit different aspects 53:07 of how you can help them and see if that if you can make 53:12 that work if you can figure out what the formula is to make that work go find another 50 so that's my um suggestion on 53:21 that one it's actually much more involved this would be the last one that I would suggest that you do because even 53:27 though everybody wants new business most people are not following up enough with 53:33 the clients and Prospects they already have so that is first priority in my book cocktail napkin uh Workshop first 53:42 figure out what messages you're going to send to each triggered Automation and 53:47 then um make it happen and then when you've got all that done this is the next one that you're going to do so um I 53:54 think with that uh oh here's how you can reach me if you've got any questions that uh I didn't cover or that you 54:01 specifically would like me to cover I'd be I'd be happy to send an email back to you or jump on a call with you either 54:09 way and Marshall I think we are ready for our Q&A so nobody has put questions Questions 54:16 in so if you've got one throw it in real quick and I will uh ask some questions on my own for a minute while we're 54:23 waiting and uh oh we got one so era says what are your thoughts on grabbing 54:28 potential customers attention via Instagram and Linkedin posts rather than 54:35 email I think you can do both I don't think there's any one thing I think 54:41 marketing today is all about doing lots of different things so yeah 54:48 definitely you still I'm still going to promote the the the sales process 54:54 the cocktail nap napkin sales process and the corresponding messaging because no matter where you reach out to 54:59 somebody you're still going to have to have the right messaging what do you feel about doing the same idea on multiple channels to 55:08 see what connects the best well I think it would have to be 55:14 modified but I'll tell you like right now I'm using a program called drify which is drip marketing on 55:22 LinkedIn and it's it's limited what you can do you don't have a as much flexibility because LinkedIn has so many 55:29 restrictions on what you can and cannot do um but I did it about a year ago and 55:35 I had okay results I got a couple of clients it's a lot of work but I wanted 55:41 to see if I could as the question eser is saying there's more than one way to 55:47 do things so I've experimented with that and so I thought I would try it again that's really good if you if you have a 55:53 um a captive audience or cap industry that you want to go after instead of just having it be anybody is my customer 56:00 that you know as Marshall will tell you that's a bad way to do business anyway so if you know it's schools or it's bars 56:07 or it's if you can figure out who that industry is then that's a good a good 56:13 Outreach because you've got a specific message you can go with okay so Brandon wants to see your 56:20 email slide again because you went too fast my email my email slide which which 56:25 the last slide did just you know oh oh my yeah and uh thank you and tiona asks 56:32 God bless and good afternoon thank you for this presentation I would love to hear more on how to leverage MailChimp 56:39 to do these drip marketing campaigns do you have any tips as far as I know mail you can't do 56:47 it with MailChimp because it's not truly an automation platform they say they have automation but what that means is 56:53 you can line up like you could do the nurture drip in there because that's just one every three weeks but the 56:58 difference comes when you have a triggered response so that if if the customer does this then do that or if 57:06 this happens then do that or when this ends send them over here MailChimp won't do that so there's Lor what do they need 57:14 for that um something like an active campaign or um uh a HubSpot or I mean 57:22 there's I I can provide anybody with a list if you want to email me I I'm I'm not uh selling one over another there's 57:28 a lot of considerations involved including budget um so you are going to 57:34 take a a hike in price if you move away from MailChimp so MailChimp I know is 57:40 very attractive because it is low low cost and I know Marshall you use convert kit and I don't know that one very well 57:46 I use convert kit for my mid Journey newsletter and it works great and by the 57:51 way I have a mid Journey professional who set it up for me so I don't have to make a bunch of 57:58 mistakes I'm a I'm a uh who not how person how does this work I don't know 58:05 somebody knows it I'll pay them that's what I did so um and I've hired Lori 58:11 before so like I'm one of her customers so yes you are and I appreciate it and 58:17 all right so uh Tia says great thank you I'll send you an email uh where are we 58:22 on time we're I got like a minute left so if you've got a question get it in otherwise we're going to sign off and 58:29 while we're waiting okay um so what do you think the biggest mistake somebody 58:38 makes with drip marketing that way none of these people make it the biggest mistake is that you never 58:45 do this and you don't know what you're missing with the business that you could 58:51 have with very little effort once you get it set up it's it's a life it's one of those life changing business 58:58 strategies you know and I would say online I would say instead of trying to 59:04 build that I'm doing a whole Year's wor of stuff let's just build out three 59:10 let's just build out a couple and let's see how the mechanics of it works and 59:15 they can always make it more complex right let's just try to do something simple and then maybe you just send it 59:21 to your staff right if you don't want to like embarrass yourself with your customers just send it to your employees 59:27 hey did everybody get the thing and just see what happens with that and then learn to trust the process and then 59:34 build build it out for bigger and better better right chunking it down is that's a really important um element because it 59:41 is true that you you may end up once you do the cocktail napkin thing you may have you may need 72 messages but you 59:47 don't have to write them all by tomorrow you can do 10 five you can do five like 59:53 Marshall is saying just some amount out because they're going to be spread out 59:59 by days or weeks or months the messages so if you just get a couple of them done that buys you time to have a life run 1:00:06 your business and come back and revisit it you know in another couple weeks plus even if you had all 72 messages done 1:00:13 tomorrow and you started sending them out as soon as the customer gets involved they start giving you a new level 1:00:19 of feedback that you would never have known on your own you have to like it 1:00:25 only comes from customers and so we can't know that so we kind of don't want 1:00:31 to write all the messages at once because we want to put them out there in the world and see what the customer comes back to us with and then include 1:00:37 their feedback in what we do next it's an iterative thing and and uh and let's wrap up and I'll tell you don't be 1:00:44 afraid of making mistakes I've made a million mistakes I'm sure Lori's made a million mistakes we all make mistakes oh 1:00:52 yes just birth the baby and do it just do it just get it done right and then you can always do it better next 1:00:59 time so good all right so I want to thank Lori so much for her time today 1:01:05 and helping shirt lab out uh she's awesome and uh so follow her and all her 1:01:10 social channels and uh send her an email she she'd love to help you out and um 1:01:17 and with that we're going to end the webinar any last minute thoughts Lori NOP appreciate you all and Marshall you 1:01:24 know I appreciate you thank you so much and uh go do it everybody cocktail napkin you can have a cocktail with that 1:01:30 cocktail napkin that's right it's margarita time right now right all right see you thanks for coming and uh I'll be 1:01:37 sending the video out to everybody in in a day or two thank you