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alright alright hello welcome everyone to week this week training Tuesday we're magnet marketers our goal is always to help you become a magnet with your marketing versus being a bullhorn today we're gonna help you build out a workflow if you haven't built one already for your brand we're gonna walk through the step-by-step process that you can use to create your own workflow and we'll talk about why that's beneficial here in a moment but before we dive in just a quick introduction to myself and my awesome co-host my co-host is Mike Gingrich she's a president of digital Hill the founder of tab site laughs do and a published author extraordinaire you'll learn a lot more about him today and what he likes to do in his skill sets as well as myself if we have not met before hello I'm Jessica Phillips with now Marketing Group and the relationship marketing system as we get started I'm gonna share this out and let my awesome co-host do the starting how's it guys it's it's good to be here and we want to kind of dive in today talking about a I think just a critically important topic and that's you know kind of walking through the lead nurture process and talking about you know workflows in this I mean things need to be broken down to a step-by-step process and I think that too many businesses think about that they kind of leave off with hey we're doing some social media or hey we got our website up and so those should be working for us right but to really make them perform for you to see benefits to see results you need to have a process that people walk through it's the integrative process because as we talked about with Magnum marketing you know it's it's a multi-step process to have a company discover you to to know you to like you to trust you and so that takes multiple touchpoints and that has to be a strategy and the strategy is broken down into a workflow and the workflow is basically steps practical steps that you can dive into and that's what we want to kind of you know discuss today and and go into in more detail so obviously with now marketing groups background with HubSpot certified that's what you know that's a foundation that hub spots about lead nurture and I come at from the my book standpoint game plan for social media lead generation where I kind of talk about a process in there too so it's it's a strategy and strategy needs to be broken down to workflow that's what I want to dive into absolutely that's a good way of explaining it just like anything in business I mean there's a step-by-step you know process that you go through in order to get things accomplished so it's just putting a plan and a strategy like you said a workflow in place for your content to help turn the leads that are coming in qualifying them for you and turning them into sales so you're spending your time on leads that are a little bit more warm and nurtured versus just someone maybe that's just visiting your site browsing it's allowing some of the sales processes to be automated for you during this time when you're spending your time wiser working with the people that are maybe ready to buy they say that 60% of the sales cycles over before someone even talks to a sales rep what are they doing during this time hopefully in one of your workflows and checking out your content and not only just for new leads but it's also a great way of keeping your existing clients and customers because they're staying top of mind with you in a relationship in a way that you're able to connect with them long-term so hopefully we soldier on the idea of having a workflow now it's time to create one so talking through each step by step process just a heads up I'm going to share a link and just real quick welcome Kathy thanks for joining us or joining with us today good to see you as always in here but just a heads up I'm going to share a link so you will have access to follow along if you'd like with this white coffee that literally gives you like the step by step how you would build this out for your brand and then you can reference it as you go to set up your workflow and it's just something we even use here in house because there's there are some steps as you're getting it graded where it could be easy to forget one and the last thing that you want automated is something that's broken so you wanna make sure you you know cross those t's dot those eyes and get it all kind of set up in a systematic way so then you have it ready to nurture your leads yes yep so the first part of creating your workflow is first knowing who you're creating it for before I even get started on that who are you creating and what are you trying to solve or help them reach in this workflow and so a great way of thinking about this is knowing your ideal audience your buyer personas let's just say you're targeting let's just say we're going to use agency for example let's just say we're targeting a president of a company and their top pain point is growing leads using social media so we know who our persona is we've drilled down to him more specifically and think okay what is going to be valuable enough that he is going to want to submit his name and email address at the minimum in order in exchange to get this information so you first have to think what can I give away that's a good gift you know a good enough gift that they're going to feel that they've got some kind of value extreme value out of this exchange that you're providing that's step one yes yes and don't overlook that you know kind of thing and and it's the right balance because you're not giving away the farm you're not giving away the product you know your your your service that type of thing but you're doing something of enough value that they're motivated to want to partake of that opportunity absolutely yes so definitely you want that and I just shared this link in here welcome Christian thanks for joining as well here's a link to get to that PDF but now you can follow along with us as well okay so once you know what your offer is then you have to create the course that offer what is that going to be what is it going to be that value-added piece that you want to start off with you do not want to start off with something that's gonna come off salesy at all you want to make sure this is freely giving of good information where you are giving them something that you've spent some time in and on and it's super valuable like mike said do not overlook that point create that offer and then you want to start building out your workflow so here's the step by step and you can follow along with the sheet and the link that's attached the first thing is you need a clear and concise headline giving them clear simple instructions of what this download is going to provide and this in my opinion is the hardest thing that you're going to create is your headline because you have to be concise and what you're just saying that you're giving them that's helping them reachable or solve a pain point very simply put just a very simple concise headline right there yep I'm gonna give you one just as an example then so um you know free download grab your 2017 digital marketing checklist guide to maximize your online web and social marketing so you know that's what you need to do this is what it is this is what it's about that was the intent there loved it so then right there that's a good clear headline five to eight words is perfect the next thing that you want to do is have your body copy so then you're gonna break it down a step further Mike and say okay what's included in this three to four sentences what's included in that offer yep and and and basically these are kind of the value adding points this is this is why they want to continue this is something that they're going to give you a directly benefit from this is what they're going to get so that's that's the you know the the copy that is enticing and and again what they're going to discover is another way of saying what they're gonna learn and why it's going to be valuable to them what problem is it going to solve what's it going to address that is relevant to them absolutely the next thing is three to five bullet points to sell it out because all of us like to take the easy way sometimes we don't like to always read the paragraph text some people do but we want the bullets so definitely draw out some of the things that are going to be in that guide that you're gonna be covering that they would find beneficial so you pull it out like hey I'm gonna give you the dimensions for everything you need on social media templates like using Mike's example or I'm going to you know help you know when to schedule your post or whatever he's giving away that are those nuggets hidden in that guide that this person is going to definitely want make sure you match up what is exciting in there with what they're trying to achieve and what would be important for them to know that's included and Tice them a little bit more with that yep and the reason you're doing bullet points again I mean web copy because people are skimming people on mobile devices number two and they need to get to it quickly I mean it's gonna be a pretty good chance you know one and two chance or more that they're gonna get a mobile device so you they want to be able to quickly easily see it and we're gonna mobile device you probably don't want to read large blocks of text absolutely or a long remember the old sales copy things and there's like by now in between oh my god I'm like this it in just tell me how much it is and where I sign up yes I already sold but I can't figure it out about it come out then from there now that you've told them what's in this offer you need to have some form fields of what you're going to require in exchange for you giving them this guide now here is very tempting I know it's very very tempting to ask them for everything their home address you know their favorite foods everything you don't want to do that you just want to get the bare bones basic information first because you're starting off this relationship you don't want to be too pushy you just want their name their email address and potentially their company name so you can learn a little bit more about them depending on your industry you might have another question but get that super valuable information right out of the gate for your farm fields but you just want a few at the beginning you do want to play in a head however and think of some additional form fields we'll talk a little bit about this as we drill down in here but it's queued up questions that you would want to ask should they move on because this this workflow and I'll share my screen in a moment we need but this workflow once they complete one workflow they're going to be redirected to the next one in order to keep moving them through this sales process right so you want to make sure that not only you have your questions there but some questions that would be queued up after they fill those out so maybe now we know their name their email and our company name but now I want to know what's the role of the company or what would best describe them and maybe it's I lead an organization I'm a head of the marketing team or I'm an agency or whatever those the persona like endings how you would describe someone very succinctly you can put that in there as a queued up question okay so you want to make sure that you have those already kind of planned out ahead of time it'll help you when you're creating this as the workflow when it's set up on online ok from there you want to have your knowing you already know who this is for you want to label it at the top as you're building this out we always draw ours out and on paper and digitally so we know who the personas for because we want to know how to segment based on how they fill out then we want to make sure that we already have our graphics ready for the page Mike you probably have some good points on like where the graphics should go and like side by side or how they should look especially with the mobile what are your yes no I mean I think that your landing page needs to the the graphics should capture attention I think that again you probably don't want to have too much text copy don't err on the side of adding too much text to the image I think that you know images that are have some some lifestyle effect in them people can be warm that type of thing engaging all depends on what exactly what your product is but we're taking a look at images large that can that can work well mobile device and also work well in social media so you know things that think of a landing page in a kind of a bare minimum for a good Facebook post would be at least six hundred pixels wide 315 pixels tall kind of thing and so again the height is we're not talking noticed that my my height was less than my width and I think that's key because we don't want them just looking at an image and thinking of a mobile device you don't want a that the image to take up their full screen you want them to be able to see past that it's supposed to help the process not hinder it or not be the process kind of thing so that's what's important in an image to to heighten it to capture it not too much text and not too not too tall and I kind of you know work within those those parameters something that I can easily share I always kind of come back to a Facebook post would this work well in a Facebook post yeah because if they like it they're going to be sharing it on to their network and definitely those are pages that you'd want shared one thing I didn't mention on here is one thing that's recommended on landing pages as you get into it is that you remove all other navigation actually besides the social media icons and things like that and of course the logo to get back to the homepage they said you know to kind of keep them there and move them through the process sometimes it's recommended and encouraged that you actually remove the other navigation at the top of your screen and I'll show you what I mean by that so yeah it's simple so it keeps them there and lets them know hey I want you to fill out this form real quick so once you have your your call-to-action graphic as well so the call to action graphic is a little bit different than the landing page graphic it's the button that actually gets them to the landing page so you want to make sure using Mike's advice as well that you have a graphic that's either text it can be text without an image but it clearly is going to stand out on your website somewhere whether that's a sidebar whether that's in the content itself or can have a couple of them I usually at the end blogs people put it at the end sometimes they put it in the middle but make sure you have some call-to-action graphics created which is the button that somebody would click on in order to get them to the landing page into the workflow so you want to make sure that that's that that's designed then you'll have your download that's designed of course and then once they click and fill out the form they're directed to a Mike the landing page right where we're really yeah Thank You page yep yeah yeah and yes and so that's where we want to make sure now and now because this is this is a mistake that I think people make at times and that is they say check your email yeah and they don't put it on the page right it tries to be crazy I mean that all that email is gonna get through to me and it's gonna get through a timely fashion and I get caught in some filter or something like that so I like to see I like that that to be right there in front of me where I can access the content to download whatever on that Thank You page so you know the headline is thanks thank you for downloading and then the body copy is you know clear and concise including that hyperlink to the download I usually like to make the download almost a button you know it's like the button is download you know it's exactly it's it's right there in front of them here it is you know and and that's it so that instead of just a text link within the copy here's your link kind of thing that's something that that I like to use there and you know basically I'll you know invite them download it and then you know then you kind of want to walk them into the next call to action perhaps absolutely so it's still okay to send them the email of course for that offer you want it to be in their inbox but you also want to give it to them like Mike said on the screen they're already there they're too did their part so give it to them you know the next screen and it's also your way when you're giving it to them to download where you're inviting them to say hey if you liked this you're gonna love this so maybe I've given you the free guide as Mike mentioned to you know digital marketing he's giving you this guy just got all kinds of good in it but the next step is here's a free webinar training on how to set up your social media content calendar or a free content calendar for your social media so something complimentary for that persona that you're gonna give them in addition that's going to now be a trust builder piece of content so the first one it was all about value you're giving giving giving away or somebody's gonna be like ma'am is this good stuff I can't believe they're giving this stuff away I would pay for it it's so good you want them to think that they would pay for it it would be so good that's how you know that you've really got a good offer the next one is the trust Builder those they have to know you a little bit and it has to be something thats related to your process a little bit or your company to where they've liked your other content they're gonna trust you enough to get into this content because this content is that animated right it's the second meeting where you're you're giving them your style and your approach and you want them to start learning to trust you love it more so from there you give them you repeat this process right that we just talked about and then you take them to the actual what we call hand-raise offer which is hey I would like to get a quote from you for social media or digital marketing or hey I would like to request a quote or whatever that looks like for your brand they can jump ahead to that so if they've already sold on the first one they can jump ahead of course that button still there but you need to entice them in a little bit more ask a few more of those questions so you know if you're still targeting the right person and then drive them into this process yep now I think that common common gaps can't come gap points are that people stop after the first call to action and don't don't think of that next one there that's the trust-building one okay or else they rush too much to the sell one kind of thing like that so so we're talking about and that that journey that is helpful to lead someone through you're still giving them access to to move ahead but we're not want to make sure that we don't skip and miss that opportunity to take that next step in a suit like that one thing did it yeah because they may not even know that you are the solution to the problem that they're having yet they're understanding this as they read your content and as you're giving them so much value that they're realizing oh man I don't have this all figured out oh I do need to hire this person for this thing so they may not even have put pinpointed that their pain is related to what you are offering as a solution they may not have a connected those dots yet you can still have a request a quote or get a you know offer or whatever on your website and your in your main menu or wherever on the site they can jump to that once they've discovered that but until then let's nurture them in into this workflow another part of this workflow is setting up those emails then so if they do stop it download one like you mentioned you are sending that very first guide back as promised into their inbox with the second offer at the bottom of that but then you are then after that continuingly to drip some gradual emails out to them that are still value valuable and related to what they've downloaded whatever their workflow was so like for example they downloaded for the social media guide you may not want to start hitting them with you know if you're selling affiliate links or something right and at each an affiliate marketing it may be too much out of context yet for them to put those two together that they're all related to online marketing even though it could be from the same company so you want to make sure you still stay in line with what that Lane is that they're going down so it's all related okay take care if I show my screen I'll show you this visually as well so let's do it okay I'm gonna need to do this real quick oh you know when you can see maybe the girl earring how helps if I click the start sharing piece of this loading there it is you can see it okay okay so if I re I'm gonna bring this out a little bit more okay so for this is how I visualize workflow just to kind of put it out there and I can I'll attach this as well in the notes but if you think of this as your button so this is your call-to-action button that live somewhere they're gonna click this button this is the value-added offer they're going to be redirected to this landing page where it has the form or your copy the image all that they're gonna hit submit and they're gonna be taken to a thank you page but they're also sent this thank-you email and you want to plan out what blogs they should receive if they're still in step one okay what emails or blogs whatever but they should receive if they're still in step one of this process if they've moved on to step two which is the trust Builder content that is your offer again it's the call to action button that's here taking them to the landing page they hit the submit form they're taking given a thank you page and a follow-up email and then these sets of emails are delivered to them from there then you're taken to the hand-raise which would be the landing page again the thank-you page and then the follow-up which is going to just be like here's here's our steps from there and then you still want to keep nurturing them though even if they've filled out to request a quote or whatever so it really helps when you can visualize it this way with both this and other landing page to write everything out because you know who it's for you can put your your name your persona name here and map everything out we actually fill in all these blanks make sure we have everything we map it out and then we decide on the tool and everything that we're going to use in order to create this because if they start filling out this question here and the next questions are lined up so let's just go through one together real quick so want me actually do you want on our site real quick so if we went to our website I'm just gonna cheat and go to resource center so you can get this guide here and I wanted to get this landing page workflow I would click on if it loads well I'm running so many things okay if I wanted to download this I'm gonna be brought to the page the text all that now I've already filled this out before that's why it's only asking for my email cuz I filled this out a million times but if you go there it's gonna ask you a couple questions right and you would hit submit it's going to then take you to the page to get that offer the download here like Mike said and then invite you to the next step so here if I click this then I'm going to be taken to the step two and then I'm going to be asked another series of questions I'll click download you have that offer and then I'm taken to the next step because of how I filled out the form it's actually taking me to a different step and then you can you know get your your guide both here online and then also in your email right there okay was that was the journey and I think that I like that visual though just because it kind of that that's the that's the the workflow that's the breaking down and the strategy you know into the components and what that each of those components need and I mean gathers you know we didn't go into what the copy and each of the emails or whatever you mentioned that briefly but yeah and but it's it's helping them now we can go into a few more details too because we talked about if on the on the thank you page on the first one if let's say that you know in addition to that second call to action there well there's the potential that you can do that in one of those emails in that first series as well to make sure you know to also give them some context you're giving them some some content but one of the pieces at the end of one of those can also be to direct them you're just watching the different channels where they're clicking and you know and what that is but so there's there's don't think that if they don't opt in on that that first Thank You page to the second option the trust builder that you've missed it or something like that there's that you still have that other first sequence going of emails that is should be helpful to you along the way absolutely and there's some tools that you would need in order to like filter and change out like what workflow that they're entering into based on how they answer its so it's it has to have a capability of the if this then that statements in there however you can build out workflows with free tools if you're just getting started and maybe want to collect some email addresses before you invest and get some sales before you invest in a software that's gonna have a price tag with it right so there are some tools out there I mean jot form there's some things that are built right into your website in most cases if you're using like a CRM like I'm sorry if you're using a content management system like WordPress or something like that there are some tools that you can get that are built in inbound now used to have one that was free that you can plug into WordPress as well but I mean you get what you pay for yes but you can get started with some of the free tools if you need to and you just want to kind of prove this to yourself that this is gonna work for me right to test out before you invest in some software from there then if you want to get a little bit more sophisticated with it that's when you would double down and maybe purchase another tool there's several of them out there that will help you do that if this then that statements but the things that I find that are often like you said that kind of can be pitfalls or whatever to avoid would be one making sure that you have the whole process mapped out have some people test it you don't want to send the wrong email or broken links or not have it on the page you know test it out test it out frequently have somebody else test it out because sometimes when you stare at something long enough you see things that aren't really there so test it out and then just go back to it and update it refresh it you know especially if one's not converting we had one that we were swore was gonna be great and it was not it did not perform well the way that we got so we had to change it up so you know look at it take a look at it and change this up in your process as you need to in order to make sure that the leads are coming in yeah yeah absolutely and I think that you know it's it's a it's a journey oh I got my phone ringing sorry I can't hear that but it's distracting me what was I saying that you're getting a bunch of leads calling you and from your work clothes that you have set up yeah you know I mean if this is all this was my point yeah gosh I'm back to it all right so you know your your business may be open 8 to 5 but this is your 24/7 you know so this this is that opportunity to to reach them later on someone's on their phone they're doing some research 9 o'clock at night you know they're dual screening something but they're taking a look at some things and you know and so this is your opportunity to have a way to interact with them you know when when you're not at the office when they can't call you walk in that type of thing so that's what this journey is about is meaning people given an opportunity to connect with you 24/7 where they're at what they're doing and and still kind of walk them through that process it's the way you would think of that process naturally of you know if someone stopped in and they said they had a question about such-and-such and you know do you offer that you know what would you do for them you know how would you walk them around you know your your business your store to show them you know what that is that's kind of this process so you know I was in a retail store recently and obviously I asked a question and they said oh well let me take you over here and show you this and you know so we showed me that but now thinking through these kind of call to actions is like they prompted me with another question you know well do you ever do this and it was kind of related it was in the same vein yeah well yes I do well let me show you this so then we went over there so that was that was you know that was them moving me on to the next step and and you know kind of building trust because oh they're understanding me oh yes you know they I you know I do these things and they're thinking through that and they got me over here and so that's not the in-store journey we're trying to take that online walk people down that path absolutely you would do that in any sales process right when they're telling you something else but oh you do that are you this is for you then yeah absolutely that's a really good example of how you do that so you're right it's 24/7 it's never closed and this is a great opportunity for you to be able to push something out on social that's able to convert that doesn't feel salesy but you're just giving away a good offer so it could be part of that ten for one that we talk about a lot on here of sharing out your content the one your soft lead in for a sales post could be one of your downloaded offers that you're giving in exchange for something so they feel like there's something in it for them before you're trying to sell them on something you know just play around with it though see what's right for your brand and what kind of downloads would work good and and some of the things you're asked for I mean one of the ones for like one of our clients was literally like tech data sheets and spec sheets for projects that for municipalities and it's just something he's given out all the time he never thought to put it as a download people would have to email him for it so now that's been one of the things that he's used to convert more of his leads into prospects and sales just by giving something away that he was already going to give away anyway but now he's turned it into a download yep no workflow there you go all right so any questions out there cheval thanks for joining us you made it in and just trying to think see if there was anything that we didn't cover I think we covered that realm there yeah so I'm gonna put some the other link so you can start building this out too if you guys have questions and then if you have a workflow and you know for your brand and Mike I know you have some good downloads to put the links in there so we can look at what other people are doing sometimes we can get some good ideas from what we've seen others doing I know Mike you have a good tool walk do that will help op people in as well to do some different things so that might be an opportunity as well to use that and creatively to get people to opt-in as well like walk do is kind of like the it's like a you know floating landing page so to speak so it said it's that quick public type opt-in offer that so you're not directing people to landing page or your your coming in front of them right where they're at they're on a blog post or something like that so the same type of concept they can opt-in right there and you know then that they're into that process yep yeah we use that for when our clients of wellness weekly and it's just literally his newsletter granted the newsletter if they're opting in there first it's not necessarily the workflow however if to remember if they're opting into any piece of your content your content that you're sending to their inbox can have that call-to-action in it so it could start them on the path of getting into your downloads a little bit deeper and hoping to convert them so look at that at how you're you know sending out your blog's even or your newsletter whatever that may be so it might be a good tool to check out and see how you can integrate absolutely boom in 30 minutes rolls by doesn't it see inbounds not hard you didn't have to have it ready watch eight hours of HubSpot video it wasn't it wasn't like eight hours no kidding yeah if you have questions and you watch the replay or you watch this live please let us know I'll give you a link to how you can get connected to us directly in the notes or or in the comments right here depending on where you're watching we are magnet marketers our goals always help you become a magnet with your marketing versus being a bullhorn thank you so much for joining in with us today we'll be here right back next Tuesday Eastern Standard Time 4:00 p.m. right on Facebook live and I did get our event set up on our Facebook page super excited for that cleaned out all the way for the next year so boop boop here's the Facebook events changing all right thanks Mike for your time thank you all again for watching thanks folks take care see ya see ya