Influencer Series: Email and Social Media Marketing

Hey, my friends, it's Brendan. And welcome to another special episode in this new series for influencers. It's a sort of behind the scenes look into my career as an author, speaker, coach, seminar leader, online trainer, social media, thought leader, what we just call now the influencer industry. It's how I run my influencer career. And I like to share some tactical things with you here in this episode that I know you'll love. Now, this audio is actually pulled from our Influencer business program. If you haven't heard what that is, that's where I go live every single month and I teach you. How do you build a personal brand? How do you get a bigger audience following you? How do you make money from that? How do you build community and impact? How do you launch podcasts and courses and do email marketing and everything you see us doing? If you love that kind of thing, then, man, I would love for you to join us at the Influencer 2019 event in San Diego. It's October 10th through 12th again in San Diego, California. And that's where you're gonna come to learn from some of the best influencers in the world about how do you start and how do you really grow? How do we start from scratch and grow our brand and monetize content and, and reach more people and build a community of followers around the world and scale an actual business doing it? Just go to influencertickets.com again, that's influencertickets.com to join us in San Diego October 10th through 12th, where I say join us because it's a real community of people teaching you exactly how we started from scratch. It's people like Rachel Hollis, who, you know, has had two back to back number one New York Times bestsellers. One of the most successful authors in the world today, Dean Graziosi, who he and Tony Robbins just did a $30 million online launch. Lewis Howes podcast, extraordinary at the school of Greatness. Trent Shelton, one of the absolute best viral video makers in the world and inspiration to so much of our youth. Tom Bilyeu, who built a billion dollar brand and now runs the Impact Theory show, which I love so much and so many more real influencers teaching you. How did we do it? I mean, listen, there's no question, if you listen to me, you've been impacted, I hope, by what I do. And I'm just here to say, why can't you do that? You know, why can't you have a similar career? It's not like I'm some magician or have some magical abilities. I had to learn to identify what topic and passions I wanted to follow. Just like we'll teach you. I had to learn how to build a personal brand and audience. Just like we'll teach you. And I had to learn ultimately, how do you actually earn an income and earn revenue from it, Building a business, doing it that you love to run. If you're in that game, my friend, go to influencertickets.com join us October 10th through 12th in San Diego. I'm sure by the time you're hearing this our tickets, there's probably only maybe a couple hundred left, I'm guessing. So please make sure you go check it out. Influencertickets.com it will give you all the dates, details and limitations because you got to get there. If you're totally new to the industry, it's okay. This is especially where you want to come so you can meet new people in the industry, but also see how the best of the best do it and just follow our plans. You guys know I'm always saying, you know, coming from Montana, we always say the time to have the map is before you enter the woods. So if you're really into building a personal brand and a major audience, even if you're just starting, this is when you need to learn. Don't go. Try to figure it out yourself. Follow the strategies that work. We're teaching them at Influencer 2019 October 10th through 12th in San Diego. Again, go to influencertickets.com without further ado, please enjoy this training that I did live for our Influencer community. Please realize that I might reference something visual that maybe you can't see, but we've edited it in such a way that you can definitely follow these strategies, understand and learn a lot of the behind the scenes of how the influencer space works, what you can be doing in marketing, and how to grow a real business doing it. With that, my friends, no further ado. Let's jump into this episode.

It's me, Brendan, and I've got some email marketing strategies for you today that I hope turns around your entire business. I'm excited to chat with you today about some emerging trends in email marketing, about what's really important to make sure email marketing list is working and doing really great. And also about how do you do that and increase sales. You know, a lot of people right now are getting pretty lazy in their marketing. Everyone always complains, oh, the summer's the worst time to do marketing. I'm like, why? Because it's not as fun to do it With a pina colada in the hand. Like, what's different about summer marketing than the fall marketing than January? There's nothing different other than your mindset about it. And so if you're somebody who's disengaging right now, I'm here to cheer you on, reengage with your marketing. Because over the summer, those sales and those conversions, those can be easier if you're being timely, if you're getting your messaging right, and if you're making sure that everything you do over the summer with email marketing has a deadline. The reason most people hate marketing in the summer is because they're not using deadlines. And you gotta have everything you run over the summer. Deadline, deadline, deadline, deadline, deadline. Because people, they don't act, you know, they're on vacation, they're with their families, pina colada in hand, and they're like, ah, whatever, I'll do it later. So you got to get in their face and you have to reach them more than just email as we're about to talk about. So first I got to lay the groundwork on what email marketing looks like, what, what makes it good, what you might consider having in your business. And also some updates to our approach about how we're recommending clients do email marketing these days. Let's just begin with this. Collecting email is. If you're in the world of marketing, collecting email needs to be your one, two or three top priority, period. That's it. No matter what business you're in, if you're marketing your business, collecting contact information of your prospects is everything. And email is most important for everybody. So minimum, you got to be doing a ton of that. And here's some ways to think about it in the way that we talk about email marketing. Okay? Big basics. Then we'll break it down. Alright? Everything in email marketing focuses on getting that opt in. It is driving people through various means to your opt in page to get their name and email. I know this is basic, but watch it build. Okay, so this might be for you, this might be social. This for you, it might be ads. And this for you, it might be affiliates. Okay, affiliates. Wait, I didn't finish that word, did I? Okay, so you might have social media consistently driving people into an opt in page. Every post, every other post, once a week, once a month. I don't know what it is, but in your social media you should be consistently linking people over to an opt in page. Here's the thing, you're not just going to have one opt in page. You might have 2, 3, 4, 5 different types of opt in pages. We're going to talk about that in a moment. I promise we'll build and we'll get a little more advanced for those who've been with us for a while, but hang out. Number one, my first question is, are you consistently posting on social media for organic reach? That's first and foremost. For most people. That means four times a day. Four times a day on Instagram or four times on Facebook. That's just getting at it. If it's on YouTube, it means once a week. Okay, that's just the organic, that's just stuff. And then in those shows, whether it's a podcast, a YouTube or a card on Instagram, Facebook or Snap, your job is to once in a while be referencing the free things that you're giving away and link them over and opt in. I know most of you know this, okay? But that's consistency, it's value, and it is first and primary everything. Because this today, when people say branding, they mean social media. That's the first big piece. When people look you up, they're going to check it out, they're going to see if you're on brand. It means, okay, they're consistent, their messaging is good, their stuff looks good here. This is where they look first, before your website, before anything else. This is what people are interested in. What are you projecting to the world? And most of you I know from comments in the past, you need to be more consistent here in the summertime, you really need to be active here more than any other time. Summertime needs more of you on social media. And look, you're out and about in the summer more often, so you might as well be doing it. But it's really important. If your strategy here sucks, then you're not getting as many here as you could. Instead, you're paying for it. Because whether ads or affiliates, you're essentially paying for that opt in, right? If it's ads, you're running those ads, getting them there, getting it paid for. And if it's affiliates, you got to give them a cut of whatever else you sell through your sequences. So in these three regards, all I want to know is, do you have a strategy? Are you consistent? Do you have a strategy? Are you consistent? Do you have a strategy? Are you consistent? No strategy and no consistency here. You might as well just turn this off and spend an hour thinking about your strategy, thinking about consistency here, because nothing else matters. And that's the problem is so many people right now, they're building Elaborate systems. They're doing all these amazing things. They're investing in themselves, but they're not even doing the basics. If we don't get that email, we don't build the business. And that's in every business, no matter where you're at and what you're paying attention to today more than ever, it's important to have good strategies here. And if you haven't heard me talk about this before, if you're not spending $1,000 a week on ads yet, you're not yet in the modern marketing game. So for those who aren't spending $1,000 a week, your job is to go, how do I get to $1,000 as fast as possible? Spending money on ads to opt in pages to. What you'll see is a sales sequence. I know this is basic for some of you, but I'm trying to catch everybody up to speed because we do have a lot of new people here. But if you're not $1,000 a week, get there, then get to someday $1,000 a day. And that's how you're going to scale this predictably with return on investment. As we'll talk about later, affiliates, you might do one, two or three big promotions with affiliates throughout the year. Or maybe you have ongoing affiliates throughout the year who always promoting your stuff. Strategy, consistency. But at the end of the day, all of these things done well are going to bring people to different types of opt in pages. So now let's get into a little bit of the more detail for those who are experienced. What I would love for you to do is make sure that you have three kinds of opt in campaigns now running across these three different things. I know this might sound too much, so just stay with me for a minute. Especially if you're new, you're like, I've never gotten an email, Brendan. I don't know why, that sounded like Mr. Burns from the Simpsons. Really? Maybe. Maybe he just doesn't do email. I don't know. But I want you to think about three different types of things, okay? Number one, you're just going to do the basics. You can do that PDF, right? Download a PDF, give me your name and email. Download a PDF. You're going to do that webinar. Webinar. And you're going to do that free plus shipping. Or if you don't do free plus shipping, do a video challenge. Okay? You guys are always looking for the edge. So I'm going to give you the edge. I'm going to make it super easy for you. Just do those three. Okay. One PDF two webinar three Free plus shipping or a video based challenge. These are as I'm recording this today. I just got intel this weekend from six or seven major online marketers. I hit up asking them these questions and just like we've learned these are the primaries for us. I just wanted to give you an idea. This free plus shipping model where free plus shipping means they get a product for free but they pay other shipping and handling to claim it or receive it that we're doing with one of our books, High Performance Habits. That's like our primary funnel right now. And we're building out our webinar funnel and historically one of our best converting things was basically a webinar, a PDF that said hey, get my productivity guide. That was basically it. And then it went into something like this. I'm going to teach what we've been learning recently. But here's my idea is are you posting social links that sometimes drive into PDF social links sometimes to webinar, social links, sometimes to free or the video challenge. Okay. So that's what we do. Just consistency linking here, here and here. Okay. Then with ads, you got some ads here, here and here. Affiliates sometimes, depending on how often you're having them promote, you might best with an affiliate drive them to number two or number three. Okay. Webinar or free plus shipping. Affiliates with PDFs aren't converting as hot in the last two years. So this is just showing an overall strategy. So the first question is what are you doing this if not start like with just one. You don't have to have all three. Like for us right now we've shut off a bunch of funnels because we shifted to a new system. We're basically just doing one right now. It's great. It's so easy. Oh my gosh. Literally we do social and ads to one free book funnel right now for the majority of our online revenue. Super simple, super straightforward, Love it. Then we're adding back in the layers that we took out when we changed systems. But this is always the strategy to pull them in. Why is it important to have three different types of opt ins? Because at some point you fatigue your ads. Your ads go, eh, you know, you'll run the ads and they'll see this and either they opted in or didn't. This one either opted in or didn't and just over a period of time you need different free things to drive people to. Okay, so this is the basics. I know some of you know it. So the question Isn't do you know it? The question is, are you doing it? That's the most important thing. And if you're not doing this, then we got a good start.

Okay, it's Brendan. And yeah, I'm gonna serve you up a quick little promotion right here to make sure you learn a little bit more with us. If you're enjoying this, let's dive deep. And there's two ways that you can do that. One, obviously, I told you about at the beginning of this episode where you can join us@influencer 2019, October 10th through 12th, in San Diego. Because if you love this kind of stuff, come learn how 10 other people do it just like I do it. But also, if for whatever reason, you can't make San Diego October 10th through 12th, then join our Influencer Business program. That's where I go live, just like you've been hearing. And I teach every month how to build your personal brand, how to do better marketing and make it really, really specific so that there's tactical things you can do. And I teach really, the world's influencers. Every single month. I go live. I do Q and A, I give a new strategy. I try to teach something that has earned at least six figures, and I try to teach that every single month. So make sure you join that Influencer business program. If you can't join us live in San Diego, how do you do both? Well, just go to influencer magazine.com that's influencermagazine.com and choose your adventure. Do you want to come to the live event or would you like to join the Influencer Business program? The online training component, you get to choose multiple levels. So just go to influencermagazine.com and choose your own adventure with us. Would you like to join us at the live event or would you like to join the online program? And hint, hint, hint, the online program does come with some tickets to the live event as well, because it's an ongoing subscription. And Influencer, the live event, is an annual event. So are you confused? Are you ready? Are you excited to start? Would you like to share your passions, your wisdom with the world and achieve financial freedom, lifestyle freedom, and most importantly, real impact? Y' all go to influencer magazine.com right now. All right, with that, let's jump right back into the episode.

Whatever they opt in for, what are you going to do? You already know it. You're going to deliver that value. So you're going to have this value page, and on this value page, you're going to deliver whatever it is so if you said PDF, they get the PDF. If you have the webinar, they get the webinar registration confirmation. If you said free plus shipping, they, at the end they get that, confirm you purchased it. Right. But for what's happening right now is our focus and what I'm trying to get people to move more towards is even on this value page, whatever the value page is, whatever you're delivering, go for that offer. Meaning. So if someone opt in, let's say a productivity tool, let's use that as an example, this PDF, okay. If they opt in for this PDF, I'll use that as an example. We'll do the PDF value. If they opt in for this PDF value, I'm going to video there and I'll have that download button for the PDF and I'm going to start this video and I'm going to say, hey, congratulations, thank you for opting in for my productivity tool. I'm going to explain in this video how do you use it and then I'm also going to tell you how you can become three times even more productive. So that's what I'm gonna share in this one. Okay, so I'm gonna literally tell them, I'm gonna show you what you opted in for and then I'm gonna share you how to be three times more productive. And then at the end I'm gonna tell them go to a website or a button will pop up where they can buy that thing. Got it. So right off the bat now people are saying, well, Brendan, you usually teach, just deliver the value and don't make an offer or a sale. And here's why it's important that you're watching this right now. Email marketing is dramatically changing. People are much more than five years ago today. They're used to getting an offer right in front of them. Right? We're coming out of like I call it the Groupon hangover, where everybody got used to seeing an offer every single day from everybody. It's not abnormal to get an offer and a purchase right off the bat anymore. And so go for it, deliver the value, but then make the sale right off the bat. Why else would I recommend this? Because email engagement is going down for most people. This means less people are opening your emails and even less are going to click. Right? They're going to give you the email at the same rate as they used to. We're not seeing any changes in opt ins. What we're seeing is open rates after this first interaction and click rates after this first interaction. Just Going down. And this is an industry trend that will continue. There's no question to ask. That will continue to happen. So we want to add the value, make the offer in some way or another. Okay. And what we're going to do, we're going to send them into a ten day sequence. Now, every day I want you to send out an email to this person after you got their email, every day for 10 days. Not once, wait four days and send another every day for 10 days. And this sounds really crazy for those who were more branding focused like myself in the past for us especially because many Internet marketers and email marketers really staked their business on higher end offers, meaning offers that were above $500. But today, because of the cost of acquisition, what I'm recommending most people do is drive their prices to mid tier here, meaning this dollar amount, I would be offering something here in terms of that $49 to $297, that's a mid tier price point. That's where I would be starting. I wouldn't. This 10 day thing, I wouldn't lead my 10 day thing to $1,000. I'd lead it to making sure that we close them on the 297 as an example. So this 10 day sequence has a deadline to it. It goes 10 days. So for the first part of that, the first five days you're basically just adding value, right? And still telling them about the sale. But then that last five days, it's all about the deadline. Okay? All about the deadline. And this happens automatically in your system. So if you use Kajabi, you set it up that way. If you use infusionsoft, you set up that way. Ontraport, all those major systems, they're set up automatically. Do this, whatever your email provider is, it can be set up so that once they opt in, it just sends out 10 emails, one every single day for 10 days. And please listen. The first five days again the focus is enrolling, getting them to connect, building rapport and building the value of why you're awesome. But still referencing the sale. But the last five days is really pushing towards that deadline. Asking them to ask you questions, telling them how you know it benefits, giving social proof, giving that 72, 48 and 24 hour deadline. That's what's really important. Okay? That's what's really important. This 10 day sequence, I'm just going to write so that everybody here is clear, has this deadline. We want that deadline in and we want that deadline in strong. Now for some of you, if you don't have a system that does deadlines automatically. Like infusionsoft will do that automatically. Click Clinicals can do that. Ontraport can do that. If you're in Kajabi, we often supplement that with deadline funnels at this stage. And all of this will help you get towards that increased sale. So this is going right after it. But some people go, but Brendan, that's too much email. It's not too much email for almost every industry because they're used to it now. The consumer marketplaces change. They are used to it. I mean you log into your favorite blogger, you log into your favorite store, you buy something on Amazon, you buy something on Thrive Market, you're just going to get every day right. People are used to that now and we want you since you either worked really hard or spent money to get this. We need to get that return on investment. So we're going to drive that 10 day. Okay then what I like to tell people is to do a four day value buffer. What this means is, and it doesn't necessarily mean four days in a row, but, but I want four content pieces to now go out to that audience that does not sell. Okay? Does not sell. So this was adding value and selling, editing, deadline. Now we're brand building, just adding value, just blowing their mind, just making them super happy, super excited. Okay. And that doesn't need to be four days in a row. What I would do after the 10 day sequence, I personally, it's totally up to you. I personally out of the 10 day sequence, I'm going to take five, six, seven days off. Then I'll email them the first value pieces. Then I'll wait four days, send them another one, I'll wait four days, send another one, wait four days, send them another one and just blow their mind with value. And then I'm going to jump into a three day flash sale. Okay, I'll put this over here for you. A three day flash sale. That means after that fourth day is over, that fourth content piece, I'm going to wait a couple days and then I'm going to go boom. Flash sale. Hey guys, got this flash sale going on and just hit them three days in a row. One day, two day, three day, pushing towards the flash sale. That then from here establishes a couple things. It gets sales, it delivers value, it picks up some sort of low hanging fruit of people who now like the value. And don't worry, this had value, this had value. By the time they get here they really know you and notice this is fast. This is faster than we've ever gone before. And that's one of the big things about email sequences. Now you can get at it faster than you have in the past. Because remember in the past most email marketing advice came from the fact that the primary vehicle of communication was email. Today the primary vehicle of communication is over here. So outside of this email communication, they're probably looking you up, following you or subscribing you or seeing something from you elsewhere. And because in these sequences like this value sequence or in your bio line, you are linking to your socials anyway. So they're going to be seeing you all over the place. If you're running ads, you're retargeting to them as we talked a lot about in Marketing Monthly. So with all that retargeting, they're seeing you everywhere. So there's engagement outside the inbox these days. And I know that's obvious, but a lot of people, they're scared to make the move to a more aggressive email strategy because they're not taking it into context. The overall social context we all live in now. And so that's important. Okay, so people then say, well, what happens next, Brendon? Well, what happens next depends on your business. If you have another funnel after this flash sale, you can drop them right in that value funnel, meaning you send a piece of value, another piece of value, another piece of value, then another offer. And that can take place over two, three weeks a month. It's totally up to you. Depending on how you establish your priorities and values. After this flash sale ends, you have two choices. Again, let's call it three choices. You can send them in the next funnel, you can just deliver value or you just add them to your weekly email newsletter now. And that's another thing that's just critical and I think always has been. If you've studied my work, start sending a weekly email newsletter to these folks once they've worked through your funnels. So if you only have one thing to offer or two things to offer, this is done after this three day flash sale. Get them in your weekly newsletter. Stay in communication. Okay, so go out this month, do a ton of marketing, get your tests out there, get some results, market like a champion and as always, live fully, love openly and go make a difference today. Thanks, y'. All.

Yes, my friends, I hope you enjoyed.

This special episode today.

Sort of behind the scenes look into my influencer career. If you enjoy this and you would like to learn more, just get yourself over to influencer magazine.com, go ahead and select whether you'd like to come to the live event or to the online training called Influencer Business Program. Both options are there on the page@influencer magazine.com for those wondering what's up. You know, we've been working behind the scenes all year on launching Influencer magazine. It'll be launching late winter with an unbelievable episode. It's gonna be a digital magazine and we're really excited about it because honestly, some of the biggest influencers in the world have just been freaking out once we announced this because our industry really hasn't had a voice and it really hasn't had best practices and honestly it hasn't had a lot of leadership. And for those of you who know my career over the last decade as I used to teach Experts Academy, you know, we had literally millions of people who learned online marketing from me. And as the world's transferred into this time of social media, but also a time in which so many people are on social media and so called influencers, they don't know best practices, they don't know the values of the industry, they don't know how to really build a business that scales. They're just after likes or following or narcissistic stuff instead of really making a difference. So I'm bringing that type of value ethic into the new Influencer career by leading the magazine, leading the annual conference and leading the major online training all into the Influencer brand. And I'd love for you to take part of that, but also get to experience the growth of this industry. You know, it's a billion dollar industry where I mean, every single day, listen, people have the opportunity to follow you, to buy from you, to share your message. And so my question is, why aren't you there more heavily? You know, why don't you share your wisdom, your life experience or even just your passions? Whether you're sharing your stuff or you're curating an experience or a community, there is a way for you to earn income at this, build a real business and a real audience worldwide doing it. You just need the step by step instruction. So go to influencer magazine.com and either join us at the live annual conference again October 10th through 12th in San Diego, or join us in the online training program called Influencer Business Program. We call it that because if you're going to wade in this territory, you should have the ambition to build a real business that allows you to have your lifestyle freedom, that allows you to make your difference that you enjoy, that makes you the money that you need and really impacts people. That's the Influencer Business program, which you can again access via going to influencer magazine.com all right, we'll continue this series. I hope you enjoy this episode. If you do, make sure you share it with four or five friends who are also trying to build their audience or make a difference in the world or who might be interested in these types of learnings that you just listened to. I appreciate you all. I'm so excited to bring you more, more and more insight into sort of behind the scenes of how my industry and my career has worked. I will continue here on these podcasts to share a lot of personal development. This series is just running while we're promoting Influencer 2019, so I hope you'll enjoy it and you'll share these episodes. Make sure you take a screenshot, share it with your friends, give them the link, but also share it and tag me so that I know that you're listening to these episodes and you're getting value from them. Share with me what you liked, what you really learned from so that we can not only recognize and reward you, but that we can also invite you in. All right, go to influencer magazine.com until next time my friends. Go out there every single day. Remember, you can live fully, you can love openly, and you can make a difference by sharing your voice with the world. Right now.