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today jason's taking you through the 10 ways you can automate your marketing to get even more done faster more efficiently on time so you can get back to doing the things you do best helping buyers and sellers enjoy this week's show today we're going to talk about 10 ideas to get started with marketing automation now marketing automation is kind of a buzz word let's kind of put it in a proper context i am not assuming you're running some giant enterprise level team with all kinds of software and staff and people to deploy a fully autonomous automated marketing system to the contrary i'm looking for the ways to get started automation is sort of a word that can be misleading because there's a difference between fully automated and partially automated so today we're going to talk about things that are somewhat automated but they're also just efficiencies and streamlined ways of enabling you to scale and grow what you're doing in your marketing operations whether you're a brand new agent a solo agent you run a team a big team a little team this is for everybody if you're looking to figure out how to scale your marketing operations then what you're really looking for is ways to automate what you're doing in your marketing and this is a conversation that you can't miss welcome to this week in marketing my name is jason pantana your instructor and i am so glad you're here for this episode for us to talk about marketing automation now if you're new to the channel please make sure to tap that big red subscribe button and hit the bell next to it to enable notifications so whenever tom or me or any videos get added to this channel you're the first to know about it so you can implement everything you're learning in these videos into your business and actually get the effects actually get the results of doing the work so without further ado let's dive into 10 ideas to get started with your marketing automation first up you need a welcome email campaign let me kind of break this down imagine for a moment and this is more like an implied you should be doing this imagine for a moment you're sending out a weekly newsletter so perhaps it's a content recap all your content published across social throughout the week you recap it in a digest like email a newsletter once a week something like that which wink wink you should be doing that well imagine if when somebody opts into that email list whether on your website or however they opt themselves in to receive your emails imagine sending out an automated welcome email and in that automated welcome email which by the way is kind of a standard ability of most email service providers mailchimp bomb constant contact most email service providers have the ability to do an automated welcome campaign that campaign should include a few different sections it should begin with saying hey thank you for subscribing here's what you can expect going forward in terms of the frequency of these emails and all those kinds of details it's also an opportunity to say like hey here's what you've missed here's our best performing content so far so you get kind of caught up with what's come before this email so you're ready to rock with the first issue that comes out and then last it's an opportunity to say to people hey if you're a gmail user an exchange user a yahoo user whatever your mailbox provider is take these steps to add us to your address book because by being added to the address book of those different mailbox providers it actually provides you a way to circumvent spam filter issues that you may run into down the road so the first marketing automation idea that you need to put into effect is a welcome email campaign for anybody who opts in or subscribes to your weekly newsletter which by extension you also need the weekly newsletter next up is personalized owner updates now here's what i'm imagining you might want to use a tool like and i got no favorites per se but maybe it's like homebot or milestones.ai or maybe it's realm home it's one of those tools that you can actually hook up all the homeowners in your database to and it will send them kind of really dynamic updates about the value of their property what's going on in the community and it helps to automatically position you as the person who's keeping them in the know in terms of what's happening with their property their largest asset the thing they own so to me a marketing automation that just makes sense is having something like this in place where it's automatically keeping all the homeowners in your entire database past clients sphere of influence contacts whatever keeping them apprised of what's going on with their home value and just their home ownership experience by and large now kind of in the same topic of personalized homeowner alerts and updates this one's low tech but you should go to the mls and set up listing alerts for whenever somebody buys a home with you like they use you as the buyer's agent you should set up listing alerts around that property in terms of comparable homes that might hit the market in the neighborhood or whatever so that your mls sends the listing alerts to the homeowners and they can see what's going on in the community in terms of active sales hitting the market that means they're getting their basically home bought realm home whatever software you want to use kind of idea to keep them apprised of what's going on with their home value what's going on in the market at large and then specific alerts that say hey one of your neighbors just listed their home for sale and i want to keep you in the know marketing automation idea number three is a contract to close video email sequence now erica wolfe known as the wolf of real estate in jupiter hills florida she put a system like this in place let me kind of break it down for you because it's brilliant she took the purchase agreement in her marketplace and she documented what are all the gaps and waypoints and steps over the life of a deal chronologically speaking that a buyer faces that a seller faces and then for each one she made a video for buyers and for sellers of every little step in the process and then she took those videos and she uploaded them to youtube into a buyer library a seller's library and it's an unlisted playlist so you can't just find it on youtube you have to have a link to it directly so she takes those links and she built email templates i don't know why i'm doing air quotes but email templates she built email templates in which those links were placed and it had some basic instructions in the text as well and so whenever one of her deals crosses one of those waypoints in the course of the escrow her admin is trained to know send this email to that buyer send this email to that seller it's got the video link inside of it in all the works and it cuts way back on her client communication because she is proactively taking the information to the buyer to the seller versus waiting for them to text or email or call with questions and then having to be reactionary she's being proactive and it's super smart now i know this isn't necessarily totally automatic or automated but it's automated enough that it most certainly deserves placement in this topic here so so the advice is make a contract to close video email sequence library whatever word you want to give to it so that you can proactively take the information to your buyers to your sellers and they're going to be like oh wow thank you that was amazing it was so i can't believe how on top of this process you really are you really are a great agent and all the while it's saving you massive times of fielding questions texts calls and so forth so shout out to erica wolf for the amazing idea now idea number four in terms of marketing automation i love this idea and that is to utilize some kind of an ai artificial intelligence copywriting tool for seo purposes now seo stands for search engine optimization what am i really talking about well let's zoom out for a second you're posting content regularly on social media instagram facebook whatever just kind of roll with me you are let's just imagine that you are you're posting content but here's the challenge you've heard me say before like the lifespan the life expectancy of that content is kind of like a fruit fly it might live for like a day maybe two days and as it burns through the feeds it literally just goes kapue and at the end of that time it's just done but when you blog your content in other words every respect of social media post becomes its own blog post on your website well your blog lives on in the afterlife of seo and so your videos your social content can kind of go on and on and on and on and keep generating clicks on google and keep getting read and watched and viewed and it can keep working on your behalf now the problem for a lot of agents is okay i love the idea of putting my videos and my content on a blog post but the caption that i use on the social post is really short it's not enough for a blog well that's where a tool an ai copywriting tool like jasper.ai comes in handy you see jasper has this thing they call their long form assistant so literally all you have to do is take your little caption from instagram or whatever copy and paste it into the jasper long form assistant press a blue button that generates the ai output and then presto you've got a full-blown blog post it scans the entire web it gains an understanding of what your topic is and it actually writes effective copy i mean truly it writes good copy i would proofread it i would but it's really good copy that you can then just copy and paste as the copy for your blog are you with me on that you should be using ai copywriting tools so that you can take your social content and turn it into blogs in a really meaningful seo rich kind of way marketing automation idea number five is the meta inbox automations you're like what is the meta inbox in the first place all right well let's take a step back for a moment you got your facebook business page you've got your instagram account meta owns all of that stuff and actually they give you a unified inbox whereby in one place through the meta unified inbox you can see all your instagram direct messages you can see all your facebook private messages you can see all your comments from instagram you can see all your comments from facebook and you can actually reply and manage all that stuff in meta's unified inbox and also within that inbox meta has automations now side note most of the automations are more designed for facebook than instagram but they're getting there okay they're getting there such as you have the ability to set up what's called an faq frequently asked questions so when somebody messages you it can automatically give a menu of frequently asked questions and try to drive maybe some legion or some inquiries or things like that based upon what your customers commonly ask there's also this automation called custom keywords so think about it like this imagine you build a custom keyword trigger where when somebody says the word buy or sell or refer it has the ability to see that word in the message and then it will automatically reply with a canned response based upon that that's designed to try to drive some kind of an interaction between you and that prospective customer you do that with the meta inbox check out their automations they're pretty cool and they're really getting better over time so keep an eye on it idea number six i'm gonna go super high level on this one and just kind of keep it easy but you have the ability with facebook to set up facebook automated ads all you got to do is head to your facebook page not your profile you can't run ads with the profile to your page you click on the ad center and it's going to give you a few options of the types of ads you might consider setting up one of which is automated ads and it's got a guided wizard it couldn't be easier to set this up it's going to ask you questions like what's your goals do you want engagement on your content do you want to drive people to a specific web page maybe you have a buyer page or a seller page or things like that just different calls to action that you want to reinforce and you can say i'm going to spend this much money per day or whatever and it just kind of runs in the background with automatic ads so if you have certain people who start engaging with your content suddenly or something along those lines then facebook because it has an automatic ad running can automatically decide hey i should retarget those people with this offer that goes to this webpage because they might be interested the point is it's general and it's automatic it's not overly sophisticated it's easy to set up but really the use case that made me put it on this list is what if people do engage with the video that you posted or something like that or just suddenly they followed you and they're looking at your content how cool would it be if you basically employed facebook to go looking for those kinds of trends and then automatically start targeting ads at them that are designed to get folks to take action on key offers for your business number seven this idea is a big idea so stay with me for a second and that is to use dynamic google search ads now this is not a full training on google search ads please please please don't think that it is because there's a lot of nuance when it comes to google ads however when you think about traditional google search ads the way they typically work is some person's on google search and they type in specific words a query into the search bar and their words i.e their keywords may prompt or trigger an ad to show up so most google search ads are basically the result of somebody type specific words or phrases in google that then cause the ad to show up that's a google search ad well a dynamic search ad is kind of inverted from that so instead of telling google the keywords you want to bid on you instead say hey google scan my website and you find the keywords that you want to bid on based upon the contents of my website so when somebody googles your name or specific things that you might blog about a lot or maybe you have some key landing pages for buyers in your area or sellers in your area or referrals between agents whatever you can basically say hey google you can fully scan my website and if you see keywords in the titles of my blogs or pages or specific dominant information i give you i sanction you to create ads automatically what's cool about dynamic search ads is they are dynamically generated so you don't actually have to write the headlines what it will do is if somebody does a google search for best way to sell my house in albuquerque and let's say that your page ranks there you have content for that what it will do is dynamically generate a headline whereby it basically mirrors the language of the query back to that user back to that searcher so in other words it's kind of a set it and forget it as you publish new content on your page it automatically gets indexed by google and added to the ad campaign and so it just keeps kicking up it's kind of like a flywheel it just keeps kicking up ads based upon the content you feed to your website automatically so it's really cool dynamic search ads you should check them out marketing automation idea number eight is so easy and so i'm gonna talk so fast because i'm guessing you're already doing it and if you're not you will be like in about 45 seconds and that is to use a tool like calendly to make it easy for scheduling appointments i use countley because it's awesome you can create different types of events for example i've got 15-minute meetings 30-minute meetings hour-long meetings whatever and i can create different rules so for example people can't schedule within this frame of time it can't conflict with this calendar or that calendar there's all kinds of rules you can build out and there are integrations so for example i can make it a zoom meeting where my zoom automatically provides the link so i have to create a zoom meeting my point is if you're dealing with manually scheduling calendar events you should really really really really look at a tool like calendly that is an automation that i am confident saying you need in your business marketing automation idea number nine this one's pretty darn technical but we're gonna roll with it because i know you can do this and that is to retarget folks with custom audiences on facebook ads which by the way facebook ads also includes instagram ads because they're all owned by meta now what is retargeting mean retargeting means somebody left a fingerprint so to speak meaning they watched one of your videos they went to your website they did something by which you can retarget them with your ad campaigns on facebook and instagram i know this is technical but just stay with me for a second facebook and instagram offer what are called custom audiences these are basically the different types of audiences you can build to retarget they're all retargeting lists for example i can a facebook pixel on my website that allows facebook to have some optics in terms of who's on my website so that i can then turn around and re-target those people with facebook ads and instagram ads now i'd be remiss if i didn't say it because of things like the app tracking transparency framework and different online privacy stuff that's going on that pixel is not as good as it used to be but it's still worth having in place and what i like about it that's automatic this is kind of why it's in the automated talk is because it is always growing so as people come to your website that pixel keeps growing and growing and growing on an automatic basis working in the background and there are other types of custom audiences so for example i can set up a custom audience whereby i read target anybody who engages with me on instagram or facebook or whatever my point as we talk about marketing automation is to start thinking about are you creating lists of people who could be targeted or in this case retargeted with your ads that's kind of a high level advanced one but if you're ready for it if you're thinking about it it's part of your automation startup and finally marketing automation idea number 10 and this one's awesome and that is to do handwritten notes at scale using tools like audience.co or addressablemail.com no favorites per se although i'm the most familiar with audience.co whereby what you do is they basically say hey write out this letter and mail it back to us so you write something down you mail it back to them it's not like other companies that say hey we make a custom font based upon your handwriting but then when they mail out the cards they clearly just printed and it looks like a printed font it doesn't look legitimate no no these companies like audience.co for instance they have handwriting robots that are literally holding a pen and they write your font out and they can like a human they can hold a pen like this or like this they can press hard or soft they can vary the way they do it so it's so close to a human it looks legitimately handwritten so the idea here is really simple it's how do you automate something like handwritten notes something that would seem like completely non-automated at all and you do it without getting writers cramping your hand because you keep writing notes and your handwriting keeps getting sloppier over time there are tools out there that can streamline this and automate this whereby you could actually farm an entire neighborhood with handwritten notes you could target the neighbors around your listings with handwritten notes you could target your past clients and sphere with handwritten notes you could do it like one to many or one to one whatever you can do it at scale you can do it automatically that's the point this is all about marketing automation and so there you have it 10 ideas to get you started down the path of marketing automation some of these ideas are easy some are technical some are like really automated some are kind of partially automated use your own discretion but my point to you is get systematic get automatic in terms of how you position and market your business because there's so much opportunity out there marketing automation may be easily thought of as too complex too crazy too sophisticated only for big businesses enterprises and i hope today's video proved just how wrong that notion is the balls in your court seize the opportunity with marketing automation now if this video was useful it would mean a ton to us if you could give it a thumbs up if you could leave a comment and share your feedback with us we would love to hear your feedback and again if you have not yet subscribed please make sure to do so and so until next week this is this week in marketing where could you go to get tuned up to get your mindset right to get an unlimited number of marketing and lead generation strategies to win even more listings the answer my friend is obvious the success summit in dallas august 23rd through the 25th if you want to be surrounded by thousands of like-minded individuals that are not buying into the noise but instead staying mentally tough and most importantly earning the money that they desire then you need to join us so to make your reservation just go to tomferry.com forward slash summit make sure you put in the promo code summit15 that's summit15 to get 15 off your ticket i can't wait to see at this year's success summit [Music] you