engagement, and free webinars. Mark
Victor Hansen, co-creator of Chicken
Soup for the Soul, and also a world-renowned speaker, offers more than one
lead magnet to entice his visitors to give
him contact information. Do you have a
lead capture form?
• You send a blast that only a fraction
of your audience cares about.
CAPTURE MORE LEADS
Here are five quick tips for your
lead-capture form success:
Send the Right Message to the
Right Person at the Right Time
Now that you are collecting details
about your leads, it’s time to send out
targeted messages. Use this information
to send out emails, direct mail, invitations or coupons that will give your
leads a call to action.
Here are some tips for sending targeted messages:
No more mass-mailers or email blasts.
They train your audience to ignore your
messages when you want them to anticipate them. How do you know you need
to adjust your message delivery strategy?
• You send messages too frequently.
• Your messages are boring.
• There’s no variety or personality in
your messages.
If these things sound familiar, it is
likely that you are training your audience to ignore you.
Send targeted messages based on
the behaviors and actions of your contacts. You have been organizing your
leads based on their actions and behaviors. If they click on a link to watch
a video on your website, track this in
your database. If they request information for your new e-book, you can
track this, too. Then, leverage this
information in your marketing messages. If you have opted to use a CRM,
it will track this information automatically and eliminate the need for you
to manually input it in your database.
If you tie your CRM to an automation
engine, it can automatically send targeted messages to these contacts. It can
send a thank-you note for requesting
information, and then send another
follow-up message a few weeks later
when information on your new e-book
becomes available.
1. Give to get. Offer value in exchange
for their contact info.
2. Display the form “above the fold.”
3. Keep the form short, and use two to
five fields.
4. Connect the form to your database.
5. Segment the leads in your database and follow up with them
automatically.
MATCH EMAILS
TO YOUR BRAND.
Email marketing software services make
it easy to send professional-looking
emails that match your brand. You don’t
have to have HTML or graphic design
experience either. The email template
below was created in minutes.
Unleash the Power
of Automation
Automation is the
key to saving time
and money, yet it’s
the one thing missing
from most businesses.
Corporations automate just about
everything: new
lead follow up, webinar promotions, event registration, post-event
follow up, etc. When you enlist the
help of an automation engine, you
save yourself from having to do all
that grunt labor that wastes time and
keeps you from focusing on what’s
most important: growing your
speaker business.
In today’s technology-driven
world, there are many automation
software options for businesses just like
yours. Do your research. Check out
what users are saying. Sit in
on a demo or a webinar. As
with any new technology,
there’s a learning curve. So
make sure whichever one
you go with has a strong cus-
tomer service support team,
a great reputation and works
with businesses like yours.
DON’T HESITATE—
AUTOMATE!
•;New lead follow-up
• Collections
•;Events promotions
•;Credit card expiration
•;Membership renewal
• Workflow
Clate Mask is co-founder and CEO of Infusionsoft, the leader in marketing automa- tion software for growing small businesses. He is a
nationally known small-business growth
expert who has worked with thousands of
entrepreneurs. He is co-author of The New
York Times best-seller Conquer the Chaos:
How to Grow a Successful Small Business
Without Going Crazy.
