Jordan Hatch - Advanced Campaign Builder

The Ultimate Event for Small Business Success.

Advanced Campaign BuilderThe Lean Campaign

Jordan HatchThe Infusionsoft Mastermind@jordanhatch


The Campaign Builder has been out for 2 years now…I’ve created, given feedback on, and helped make changes to hundreds of campaigns.


How many of you have built and published a campaign that looks something like this?


Or this?


Or even this?


I have an anxiety problem…No joke I really do.


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!


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).


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!


How can we quickly build effective campaigns without the herculean effort?


The Lean Campaign3 simple steps to quickly launch an amazingly effective campaign


Build

MeasureLearn


• Almost 400 registrations in 30 days

• 50 attendees on the teleconference

• $1,385 in sales in first month

• All from existing traffic and list


We started with this:

This section had content and was published

This section was just placeholders for the future. Nothing was setup or configured.


BuildMinimum Viable Product that tests your assumption


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:


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.


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


Don’t forget about the Marketplace!


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


MeasureIdentify and track key metrics


Establish key metrics and track them:

What does success look like for each component of the campaign?


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


LearnMake changes based on what you observed from your metrics


We tried this first:

Only 2 people unchecked the box.


So we changed it to this:


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


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


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


Build

MeasureLearn



The Lean CampaignThe key to launching effective campaigns fast!


Questions?

@jordanhatch

Software

Jordan Hatch - Advanced Campaign Builder