BUSINESS KAMASUTRA BENCHMARK CAMPAIGN

Hi everyone, this is Parthiv Shah from eLaunches.com in Germantown, Maryland, and I'm here to talk about Business Commerce Etc. benchmark campaign specifically built in Infusionsoft. Now we are going to start with a slide deck that explains the anatomy of the campaign, and then we are going to dive into in Infusionsoft Campaign, Campaign Builder, right on my screen. So let's go ahead and get started. Okay, so this is a marketing technology blueprint for Business Kamisutra: From Persuasion to Pleasure for the book and the campaign. It's a 36-slide slide deck, and it's an accompanying document that goes with the campaign. That you would implement in your Infusionsoft. It starts— well, give you a quick tour. Who I am, my success story, a journey and a party. Who I am and what do I do? Yes, I'm a data scientist. That means I smell and chase money, and my secret weapon is big data for small business. And the concept and strategy here is An ancient sage in India wrote the first book on relationships hundreds of years ago, Kamasutra. This is a book that talks about adding longevity to relationship by adding pleasure to intimacy. In my research, I found that people meet, date, and mate the exact same way as businesses meet, date, and mate their prospects, their clients, and their JV partners. I wrote this book on the subject called Business Kama Sutra. This PowerPoint presentation, the companion workbook, and the companion Infusionsoft Campaign Builder, they all mesh together, they all work together to help you grow your business. Who needs it? For any business that has a complex message or has a need to establish trust and credibility with a cold audience before asking for an initial purchase. This would be an ideal workflow. Um, if you feel that Business Kamasutra data workflow is the right workflow in your business, you will be able to use Business Kamasutra as a benchmark to standardize and systematize your business. In some businesses, Business Kamasutra can be the data processing system for your business that can help you program a choreography between your people and your PayPal, Pixel, and Plastic marketing mix. Uh, technology, of course, we use Infusionsoft. Graphics, print mail, send out cards, fix your funnel. Uh, some sort of a software to build your landing pages, either ClickFunnels.com or LeadPages.net. And then you will need to connect Infusionsoft to your website. Let's talk about lifecycle marketing planner. Life Cycle Marketing Planner and the role of Infusionsoft in Business Kama Sutra campaign. Life Cycle Marketing Planner is a 36-page book that is published by Infusionsoft. We have taken the liberty of transforming that book into an editable fillable form, a PDF document so you can write out your Life Cycle Marketing Planner. Why am I connecting Business Kamasutra and Life Cycle Marketing Planner? Well, Infusionsoft automates the Business Kamasutra workflow, and Life Cycle Marketing Planner is a companion playbook for Business Kamasutra. Yes, we have a printed version of the planner so you can journal your plan with ink or pencil. But my favorite tool is to project this picture, this, this, uh, Lifecycle Marketing Planner on the big whiteboard behind me, handwrite on the wall, and then take pictures of what I drew. But you could use these tools any way you want to use. I'm also going to show you a technique called, uh, we do, they do. And that's going to basically explain your workflow in plain simple English, which becomes the basis for your tech team to implement the Business Kamasutra workflow. The book, the companion Lifestyle Marketing Planner, and the Business Kamasutra benchmark campaign for Infusionsoft all work together to build an end-to-end sales lead conversion solution that your that, that would take your prospects on a journey from persuasion to pleasure in 7 automated steps. Repeat, the book, uh, the companion marketing, uh, repeat, the book, the companion lifecycle marketing planner, and Business Kamasutra benchmark campaign for Infusionsoft, they all work together to build an end-to-end sales lead conversion solution that will take your prospects on a journey from persuasion to pleasure in 7 automated steps. Okay, so this is the entire campaign. Here we have it in Infusionsoft. Let me zoom out so you can see the whole thing. And when you, when you look at the whole thing, it's not okay. Put the, put the campaign in the, in, in the frame. You can see the whole thing. Yes, it looks complex, but it really follows a process that you follow in your business, and it's really easy to understand. These videos are designed to help you look at each part, each phase of this thing, and we will deep dive into each segment of it in, in the videos to come. So again, going back to the presentation so I can show it to you, this is entire campaign. In a previous video, we talked about the sex and business, what's in common, the 7 stages of Business Kamasutra: segmentation, approach, consent, trust, foreplay, mate, and relationship transformation. So here we go, here we go. Okay, transformation of relationship. Now let's talk about they do, we do. They do, we do exercise will help you map out your workflow and your process. Here are the suggested they do, we do steps that I am recommending for Business Chemistry campaign. So we send them marketing material. They visit our website or landing page. We persuade them to fill out the form on the website or the landing page. They fill out the form and click submit. We persuade them to take the second squeeze and ask them for more questions. At this time, we add them to our long-term nurture sequence. We'll talk about long-term nurture a little later. They download the digital gift and give us their address. We ship them the shakana and other gifts and call to qualify. They talk to our telemarketer and schedule an appointment. We add them to pre-appointment sequence and confirm appointment. They show up, or they don't, for the initial appointment. We enter the appointment outcome in Infusionsoft. They buy, or not buy, at the initial appointment. We add them to one of the following sequences: appointment no-show, Appointment No Sale, and Sold Welcome to Our Company. That's basically the essence of Infusionsoft-based Business Commerce Benchmark campaign. Uh, the next slide, we talk about the campaign workflow. Okay, so step 1, you're going to spend money on marketing to drive traffic to your home page or a campaign-specific landing page. You're going to capture the lead, deliver a free report or a digital gift, and start a new lead sequence. So this is what a homepage squeeze would look like. You're going to capture email, name, and phone number, or you can just capture, uh, name and email. If you capture name, email, and phone number, you will be able to call and follow up. That does reduce your capture rate because not everyone would That would reduce your capture rate because not everyone would want to give you their phone number, but your conversion rate is going to go up because the people who are going to give you their phone number, they're more likely to be open to having conversation with you. And you should be able to call every lead that you get. So it's a matter of personal preference and it's a matter of testing, figuring out which squeeze will work better for you. Once you capture their name, email, and phone number, be sure to take them to a second squeeze. On second squeeze, you're going to deliver the first gift and ask for their physical address. Um, next slide talks about what the second squeeze looks like. So let's look at, uh, uh, first squeeze and second squeeze, what it looks like. If you go to elaunches.com You will see that we have a first— you have— I'm going to make the video quiet. And let's see. Okay, so I'm going to zoom out so you can see the entire Squeeze One in the frame. So this is Squeeze Number One. And when you fill out the form, you're taken to squeeze number 2. I'm going to just go there directly. So we have— we have— here we go. I'm going to scroll down so you can see the submit button. And I'm delivering you the gift that you requested. Here's a Success Blueprint. It's a downloadable digital workflow. And then what I'm saying is if you give me your name and address, I'll give you a whole bunch of gifts and we will sit down and we'll have a little conversation about how I can help you. So that's the concept here in SqueezeOne and SqueezeTwo. So back to the campaign, back to the slide deck. What assets you're going to need? You're going to need Infusionsoft. You're going to need the campaign builder inside Infusionsoft. If you don't have Infusionsoft, consider buying your Infusionsoft application from eLaunchers. We will go ahead and onboard you, migrate your data into application, and we will integrate this Business Commerce Center campaign in your application. If you already have Infusionsoft, um, we can populate this campaign in your Infusionsoft application as well. You're going to need 2 web forms. You're going to need 5 videos. Now, you may or may not use videos for this, but if you have an ability to record a video, like an on-screen video like this, or the other video that was shot in my office, um, I recommend 5 videos. A video on the home page that will persuade someone to fill out a form and capture name, email, and phone number, or just name and email. Second squeeze, you're going to talk about, thank you for requesting the digital gift, here's a digital gift. You're going to describe the rest of your process, and you're going to persuade them to give you their name, email, and phone number. Uh, I'm sorry, we already captured that on squeeze 1. So squeeze 2, we are going to capture their name and physical address. When they hit submit, we want to take them to a thank you page where you're going to thank them for the request, assure them that their gifts are on their way, and tell them that somebody from your office will be calling them. Now, on that thank you page, you're going to persuade them to click on a button called Tell a Friend. When they click on Tell a Friend button, they will be able to share the gift that they have received from you with a friend or a colleague, and you will get a warm introduction to someone you did not even know exists. Then the last video I would like you to consider recording is called a friend welcome package. This is a special video that goes on the page that the friends will visit because they came in through the back door directly without going through your homepage. They go directly to a page where we tell them, hey, thanks for coming to our website. We appreciate the fact that you came from one of our internal referrals. We want to treat you a little differently. We want to take care of you. We are going to give you this, this, this, this. Let's go ahead and get your journey started. You are going to need a digital gift, a free report, or a chapter, one chapter of a book that you wrote, or a consumer guide, or a slide deck, or something that they can download and read immediately. You're going to need some physical gifts that you can ship. The purpose of this gift is to show these gifts and persuade them to share their name and address so you know where they are located, so you can help them in a more meaningful way. If you wrote a book or more than one book, those are great gifts. If you don't have books, you can just have a printed copy of the free report that can go into a 9x12 envelope with a cover letter. If you have an audio CD or a video DVD, that's a great gift or a giveaway that you could use. And if you don't already have it, consider investing in a nicely done Shakana package. Okay, um, the content you're going to need for this campaign is you're going to need an email header for all the emails that we're going to send out, a professionally done email footer that will be common for all the emails that we send out, one signature block that has your hand-drawn signature, your name, your contact information, your private email, because Infusionsoft, we may or may not use your real email, uh, to deploy employee. We might be using an email from a staffer who will be filled the unsubscribes and stuff like that. So you want to put your signature and, uh, you want to put some thought into it. You're going to need a PDF copy of your digital gift, and you're going to need a report delivery sequence. It's a single email free report delivery, and then you're going to tag the person to add them to the new lead sequence. On this screen you see, uh, the free report delivery sequence and the, and the new lead sequence. So let's go back to Infusionsoft and look at the campaign, uh, and see what it looks like. So we are— this is the whole campaign. I'm going to basically take you in this area right here, and I'm going to now zoom in. So we're going to zoom in, we're going to move it in the center of the frame so we can see it properly. And there we go. Okay, so here's the deal. You're going to spend money on marketing to drive traffic to the— to a campaign-specific landing page, or you're going to drive traffic to a— to a— your home page. A home page is going to have a squeeze form that is built in Infusionsoft, and you can customize the thank you page or create the URL of the second screen, and then you can basically email the code to your webmaster so your webmaster can take this message and add the code directly into your website. If you need any help with that, feel free to reach out to my office and somebody on my team will be able to assist you. You can have your staff, your interns, or your webmaster reach out to us. And I'm going to show you the email that comes. Basically what it does is it gives us the code in a JavaScript snippet an HTML code and an unstyled HTML code. Depending on what software you're using, you get— your webmaster will be using the most appropriate set of codes. Okay. So we're going to go back to the campaign again, and there we go. We are going to— so that, that's, uh, your HomeSqueeze. Um, on the HomeSqueeze, uh, we will, uh, so we saw what the home screen looks like. We are going to— in this sequence, we are going to capture the lead, deliver free report, and add them to new lead sequence. So notice that I'm splitting the free report delivery from new lead sequence. Why do we do that? Well, you will have multiple campaigns running all through the year, so you might have multiple free reports, multiple different promises that you're going to make. But after delivering on your initial promise, you're going to add them to the new lead sequence. So therefore, uh, we have decided to split up your your initial free report delivery from the new lead sequence. Now you'll notice in here, I'm going to zoom in real big so you can see, um, IMM, IMM new lead. There are a couple of other places you will mention, you will hear the mention IMM. IMM stands for Internal Marketing Machine. Internal Marketing Machine is an ensemble of 35 total campaigns in 35 interlocking campaigns that build a total prospect and customer experience. And, uh, if you're interested in learning more about it, you can go to internalmarketingmachine.com or call our office and request the Internal Marketing Machine blueprint and study that. A discussion of what's included in IMM is outside the scope of this video, so I'm not going to get into it much. But I want to talk to you about what IMM stands for in this campaign. So let's see, we are going to go into the— we are going to get into the capture lead. We are going to apply the proper tags, send a text message to a staff member to do a quick follow-up. Add a task for the staff member to, um, make the phone call and update the call prognosis. I'm going to show that on the next screen. And then you're going to have one email that delivers a free report. And that's all there is to the sequence. Real simple, real basic, but anatomically correct. It does everything that it needs to do. Back to campaign. Once we capture the name and email, we are going to take them to second squeeze. Second squeeze looks like this on the website, and on Infusionsoft it looks like this. Again, we are taking that code, take an unstyled code, give it to your webmaster, and have them CSS stylize it. No big deal. Okay, back to campaign. Uh, now that we have their address, what are we going to do? We are going to ship them your shock and awe, your gift. We are going to notify the staff to call the prospect, and we are going to notify prospect that your gift is on the way. So let's look into that. Okay, so we are going to ship the shock and awe. So somebody has to send this out, uh, and we are going to add a task for a staff member to call to confirm that they received the Shark and all, and see if they would like to schedule an in-person or on telephone initial consultation appointment. This initial consultation appointment is your opportunity to show off your knowledge, solve a single problem, and evaluate the possibility of possibly doing some business. It's not exactly a full tilt pitch. It is about 70, 65 70-75% education, about 10 or 15% you figuring out whether or not there is a match and if you really want to do business with them. And then of course you will be asking for an order, or you will be asking them if it makes sense to talk about possibly doing business together. Now, uh, you are going to notify the prospect that shock and awe is on the way, and here you're going to deliver a digital copy of your Shakana, a PDF copy of your Shakana. Okay, um, and, uh, the next step is to enter the prognosis of call and what happened. We are going to talk about what happens to the prospect who filled out the information and what we are going to do with them and this whole theater— let's see, I'll move that in the center so I can show it to you— this whole theater and what happens between a prospect fills out the form and a prospect actually shows up on an initial consultation in video number 2. This concludes video 1, how to capture lead and follow up on a lead and bring them to an initial consultation. Thank you very much for your time, and I'm looking forward to talking to you on the next video. Have a wonderful day. Bye-bye.