Automate Your Marketing
In today’s 10-Minute Tactic, I want to give you a 10-minute crash course in automating your marketing business.
To give it some context, in Black Belt we help coaches make three strategic shifts. The first one is to go from manual prospecting to automated marketing. The second one is to switch from one-on-one selling to leveraged selling (one-to-many selling with webinars and workshops). And the third shift is moving from time-for-money coaching to a much more leveraged coaching model.
Today, I want to talk about the first of those shifts, which is to switch from manual prospecting – the slow, hard, frustrating way – to automated marketing.
Here’s the thing. Manual prospecting is great in terms of the leads that you generate. One-on-one typically have a higher propensity to convert. The leads you talk to one-on-one. If you sell one-on-one, obviously you’ve got a really good conversion rate.
The problem is that pretty soon you run out of new people to meet and people to bring in to your sales appointments. The problem with manual prospecting is pretty soon you run out of opportunities and you run out of prospects. We need to amp it up.
Also, the busier you get, the more successful you get and the less time you’ve got to go around networking. To be honest, who wants to spend their time cold calling or knocking on doors?
The alternative instead of doing it the 1980s way (manual prospecting) is to switch into automated marketing. That’s what I want to give us a crash course on today.
The very first coach I ever worked with had this tactic he would do in one of the very first sessions of coaching a new client. He’d say, “Just get him to make a list of all the things they know they should be doing but aren’t, and you’ll be able to keep them busy for a few weeks or a month.”
“Get ’em to make a list of all the things they should be doing, but aren’t.
It sounds interesting. I don’t know that it’s the best most strategic way to start a coaching relationship. But if you did that – and I’m not asking you to do it right now – but if you did that exercise around all the things you know you should be doing marketing-wise, then the list would look pretty lengthy.
It would be: I need to be running webinars and workshops. I need a way to get people to want a sales appointment with me. I need a follow up better with my existing leads. I need a way to communicate either daily or weekly or fortnightly or monthly with my list. I need to be all over social media. I need to be doing more joint ventures. The list just goes on and on and on and on. I need to be maximizing my Linked In, Google Ad Words, and Facebook pay-per-click. Maybe Linked In ads, etc.
If you make that list, pretty soon it’s a massive list of all the things you should be doing and you end up shoulding all over yourself.
You’re only one person. You’re an amazing person, but you’re still only one person. You can’t do it all. So the challenge is you end up shoulding all over yourself, like Tony Robbins says, and being inconsistent with your marketing.
It’s hard to be consistent for three reasons:
- Most coaches don’t even know which strategies to work. “I’m fine to build a system, but I don’t even know what strategies consistently work.”
- They don’t have time to be putting these strategies in to place.
- They don’t have a system to install the strategies in so that they run every single day, every single week, every single month automatically.
Does that make sense?
So number one, don’t know what strategies work; number two, don’t have the time to run them every week and if we did want to automate, we’re not sure quite how.
What’s the upshot of all that?
Well, the upshot of all that is growing a coaching business gets exhausting. You get stressed out with a big, fat list of all the things you should be doing and you’re desperately always looking for one more client. I don’t know if that describes your journey so far, but I want to fix that right now today.
The alternative to manual prospecting, which leaves you exhausted, stressed and overwhelmed, is instead of hauling buckets of water in to the jungle, it’s to build a pipeline.
You’re going to do a little bit of work up front to build a marketing system that consistently generates you leads and gets them ready to sell. The system works, so you don’t have to because it’s run by robots not people.
I read a great book called Source Control where the guy said that systems are as reliable as people aren’t. There’s nothing wrong with you or your team or me or my team. But frankly, we’re all human and we drop the ball sometimes. So, if we can have a system that works so you don’t have to, then it’s going to get done right every time.
When you have this system in place, it brings you leads and clients every single week and it’s the alternative to manual prospecting. You don’t have to do your low-risk information offers every month: seminar or webinar promotions, JV getting, drip postcards, four-step e-mail campaigns, social media. All that stuff is hard to do solo. What we need to do is build an automated system.
I want to give you three principles right now for your carving out the time and making an automated system work, and then I’m going to show you the systems that I recommend you use and how to do it.
Principle #1: Work Hard Once
The first of our three hot principles today is work hard once.
A lot of people say, “Building these systems is going to take time. It’s going to be hard work.”
Well, yes. It is going to be hard work. But it’s certainly less hard work than running out of money and not having enough clients, and it’s certainly less hard work than every single day cranking out phone calls or out there networking. You’re going to work hard once, not every day.
If you think about marketing automation, the ideal time for you to have built an automated marketing system is a year ago, or two years ago, or when you first started your coaching business. But you didn’t because you were busy getting clients, which makes total sense.
The second best time to build an automated marketing system is today. All I’m saying is I want you to work hard once. Just put in a little bit of time to build this system because once it’s built it stays built and it generates leads every single week.
I’m really lucky. In the early days, I had no clue about any of this stuff. To be honest, I sucked at automation. I was good at marketing but I didn’t have a way to systemize this stuff. I found myself running from campaign to campaign with a series of patchy promotions.
I got this idea that the solution was automation. I built just a series of simple systems. I’ll walk you through a couple of them in a second. The upshot of that is that now, without me doing anything every single day – literally every day – I have people inquiring about joining one of my programs. Every day. I’d love that to be the case for you. It’s only going to happen if you go, “This is worth doing and I’m going to work hard once.”
It’s like a tree. You plant the seed, you look after it for a little bit and it grows and now you can sit under it in the shade forever.
Principle #2: Be the Architect in Your Business
Principle number two is to be the architect of your business. Most coaches are the laborers in their business, running around doing the marketing. I don’t want you to do the marketing. I want you to build the marketing.
My dad was an architect and I use to see him leaning over his drafting just architecting out, designing out buildings and hospitals and schools and museums and things like that. It really inspired me in terms of my business to go from being the doer to being the architect.
When you’re the architect, you’re the one who’s got a sheet of paper out in front of you, mapping out how you want the sequence to go and then you can either install it yourself or you can have someone help you with it and they’re not as expensive as you think. It just takes a little bit of time, a blank sheet of paper, and an idea about what you want the campaign to do step by step by step.
Honestly, I do recommend mapping out these sequences on paper or a mind mapping tool or a flowchart tool if that’s how you like to do it. But for me, it always starts on paper because it’s just easier that way and then I can move it into the system. I go analog and then I go digital.
Be the architect. Start to design these systems instead of just, “Oh, crap. I need another client.”
Principle #3: Pave Their Path
Number three, what I want you to do with your automation is pave their path. Think about the journey that a prospect goes through all the way from first hears about you, opt in, gets followed up, gets invited to some kind of conversion tool, buys or doesn’t buy (hopefully buys) and then gets looked after as a client. You need marketing systems for each of these three phases.
Number one, how you market. In other words, how you generate the leads.
Number two, how you sell. You need a system for inviting people on to the conversion tool, making sure they show up, obviously a sales system which might be an automated webinar or live; it doesn’t matter. And then a follow up system.
Thirdly, you need a system for delivering.
What I want to do right now in terms of helping you choose from manual prospecting to automated marketing is give you a quick road map of some simple campaigns you can put in place for market, sell and deliver.
If you’re following along, you can draw this out, too. Obviously, in 10 minutes I haven’t got time to go in to everything in detail but I want to give you a framework. You can decide if you need more help on the marketing side or on the sales side or the delivery side.
Let’s just label these. We’ve got market, sell, and deliver. I’m just going to give you the three first campaigns that I get my Black Belts to install.
The first thing you need is a system for when somebody first makes contact. We need a way to deliver great value and get people to buy while the emotion is hot. That campaign is called a launch.
On MoreClients.com, when you first opt in, it gives you a series of free videos that you can watch over a period of six days and they are designed to educate and motivate you to buy. Typically, that looks like four videos or four pieces of content or three pieces of content and a sales piece and it’s designed to get you straight up into the sales piece as quickly as possible. It’s going to capitalize on the momentum you’ve already got.
Ideally, people come to your launch sequence, which is your four pieces of content and they go straight to the conversion tool. It doesn’t always happen, but that’s the goal.
Now, if they don’t, the second thing that you need is a system for nurture, which is a long-term ongoing education system. A communications rhythm where you decide, “Every day or every week or every fortnight, I’m going to be sending something useful to my guys and it’s going to educate and invite.” It’s going to be value and invitation every single time.
If you got some of my e-mails, they’re a lot of great stories with a little “P.S. buy my stuff” at the end. Nurture is the second piece that you need.
So far, all we’ve done is broadcast it at people. But one of the little sneaky tricks that we do is connect with people personally. You might send them a quick e-mail which says, “Hey. I saw you came by my site the other day. What’s the biggest challenge you’ve got around growing your business right now?” People will reply back, and all of a sudden you’re in a dialogue and you can move people to buy.
There are the first three first campaigns that I would automate. In terms of sales, they go like this:
Attract. We’re going to know what our conversion tool is and attract. Let’s say it’s a webinar. It might be a one-on-one appointment and that’s completely fine. It might be a live event and that’s fine as well. But we need a campaign for attracting, so you need some promo e-mails and a sales page that we send people to, to register for your event.
Once they’ve registered, there’s no guarantee that they’ll show up, so we need an automated campaign to get them to stick and make sure they arrive. That’s the follow up e-mails reminding them about the event and what’s going to be awesome about it. At the end of the event, they’re either going to have bought or not bought or not even showed up, so we need a clean-up campaign to get them to take whatever the appropriate next step is.
In terms of delivery, if you’re talking about a leveraged coaching program, often it’s got a drip welcome sequence, which might be over a period of weeks or months. In my case for Coach Marketing members, it’s a 24-month campaign.
You need a system for loving your clients customer-service-wise, some touches (maybe some phone calls, some e-mails, some extra love) and then a campaign for upgrading them to the next level of your service. Does that make sense?
These are the nine marketing automation campaigns that we work on in Black Belt and we’ve actually built some of those for people, so they can literally just click and install them in their Office Auto Pilot account. But even if you don’t have that or don’t have Office Auto Pilot or anything like that, I would focus here, here and here first.
Let’s do a quick recap. In terms of automation, there are three key principles:
Work hard once.
Be the architect. Put aside a little bit of time every week (maybe a half a day on Marketing Monday) to be the architect and actually work on this stuff.
Pave their path around marketing, around sales, around delivery like I just walked you through. That puts you in a place to choose. For your coaching business, do you want to choose manual prospecting and do it the slow, hard, difficult way or do you want to get smart, systemize a little bit and work on automated marketing?
In terms of next steps, here are the three things I would suggest if I had to give you three action steps:
Get yourself a good CRM
Get yourself a good database program that you can use to send e-mails out.** We use Office Auto Pilot, which is an amazing system, very sophisticated. It runs just under $300 a month. Or you can start with its little brother SendPepper, which starts at $29 a month. I think my link for that is taki.sendpepper.com. Get yourself a good CRM.
Put all of your people in it and segment.
If you haven’t’ already done this, it’s super basic. You want to segment in at least four groups. You want clients. You want people who have been exposed to your conversion tool. They’ve had a one-on-one session with you or they’ve attended your webinar and you’ll market to them a little bit differently. You’ve got people who have maybe registered for that event but not showed up and you want to have the untapped people who haven’t even registered yet. At minimum, you want those four segments in your database.
Use a campaign checklist.
When it comes time to actually building some of the campaigns, there’s a checklist that you can use.
I’ll give you that and I’ll give you a download link straight after the session today. It’s just an automation checklist. It has a list of the different campaigns. You should be doing some of the ones I’ve talked about and a couple of others and give yourself half a day a week to actually build these things out.
You’ve got to download the checklist inside Coach Marketing members or Black Belt members, straight after today’s webinar. I’ll send you a link with the download.
In terms of marketing automation, I used to suck at this. In the early days, we hunted for clients one by one by one. Then I learned marketing and that made things a ton easier. We have some really good campaigns we could run.
The challenge was that we ran out of time and I wasn’t consistent with it. The missing piece for me was marketing automation. Do that and it will set you up to win.