Lesson 33 Chapter 1 Module 5

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8 and welcome to week five. There is a lot to cover this week, but strangely enough, not a lot to do so you've done a lot of the groundwork now, congratulations for making it so far. This week is all about making sure that you've got your ducks lined up in a row and going through and testing every area of your funnel from both the front and the back end to make sure that it all works in preparation for turning on your paid campaigns and creating your KPI dashboard. So I'm going to touch on that a little bit today. So this is what we're going to cover. We're going to have a look in your Asana workspace, make sure that everything as it should be, and they're going to talk to you a little bit about Klipfolio and key performance indicators, particularly when it comes to sales and marketing.

We're then going to dive back into Geru and have a look at the funnel simulation. We're going to come back onto the front end of the site and test the landing page in the funnel from the front end, that's a new opt-in and a lead. And then we're going to have a look at that lead delivery process coming straight into active campaign, the automation, the pipeline CRM through over to our analytics, and then just checking our LinkedIn to make sure that we are ready to go. So this overview video is going to be a little bit longer than the previous videos. I'd say there's not a lot to do necessarily other than taking what I'm about to explain to you and make sure that you go back through your own project and an action, whatever tasks need to be done.

So, first of all we're in Asana, yours should be looking like this, no tasks added by you that are left incomplete, week one, done two, done, three done, et cetera. Now moving down into a week five at this point, you know, you might want to have a look at your timeline and just kind of recap and see actually in reality, how long some of these things did take you as sometimes you know, you wizz through tasks in a few days, other times, certain things take you longer. And if you've tracked your tasks in there properly, and you've done things in the right order, then that timeline could be quite useful for you looking forward, maybe on other projects. So I just want to make sure that it comes through in the right space and, and everything is to plan. And we are of course, down here now in progress.

So we're going to talk now about key performance indicators and I've saved this bit until now, because course up until now has not been ready to generate leads and sales into our business. We're very rapidly approaching that time. So Klipfolio, I'm going to take you to another landing page here actually first, just to explain what this product is. So Klipfolio is is a KPI dashboard that will integrate all of the apps that we've used and some more into one interface. So that on a daily basis you can dive into this dashboard and you can have a look at all of the key performance indicators within your business. Typically for us, what we're doing, that's going to be the number of visits, the number of opt-ins, the number of calls that you book the lifecycle of the customer, the days to sale the average order value, that kind of stuff.

And you metrics will be different depending on what business you're in, but you're definitely gonna want to be able to see them. And that's why I want to introduce you to this Klipfolio product now. So you'll find a link in your Asana workspace. You can go off and start trial if you want. Now we're going to be covering this in the next video anyway, and I'll be showing you how to connect your ticket and everything. But you don't have to do it right this very minute, of course. And when we look specifically, so if we jump ahead and let's just assume you've gone in, and you've got a Klipfolio product and the sorts of things you can expect is something like this. So this is just a template that's taken from their library, there are lots in the library and they're perfectly adequate. You can use those once you connected your tech.

And this is going to give you that key information, as I say, where people are in the funnel and I'm going to do this, obviously with 186Kloud, so there'll be a live working dashboard for you to, to look at at the end of this. But for now, of course, I'm just, I'm demonstrating and this would all be your data open opportunities, the value, the number of opportunities where they've come from, that kind of stuff, really, really, really important metrics. You can and we do want to couple that with some marketing dashboards. So maybe we want to look at our web metrics. And again, I will definitely guide you as to what key metrics you should be looking for, but ultimately you should know, and you may not better than me because it's your business of course.

So whilst this again, initially, might look a bit complex when you've put it together and you understand that the data in here is all the data that you want to be looking at. And so if you're not interested in your Twitter followers, don't follow it, right. If you're not interested in that, don't follow it. In fact, you could remove those layers or together if you wanted to, but the way you're doing your engagement, whether that's Facebook, LinkedIn, Google, et cetera, you're going to want to know how many people are coming in, what the bounce rates are, how long they're staying, whether the volume is going up or down, because that in itself, as an example or this more so an example, is a key performance metric. And we might want to see that alongside some other data so that we can focus on the parts of our business and the right parts of our funnel.

So that's what a KPI is. That's why we're going to use it. We're going to go off and say to Klipfolio and we're going to install all our different bits of tech and create our own dashboards. But for now, we're going to jump into the next part of this, which is a funnel simulation. Now, I don't know how far you've got with this. Obviously you're now at this point, you should have a proper funnel mapped out. And if you don't, you're going to need to make sure that you do. Yeah. And this was the mess that was originally the first 186Kloud, which is really just a brain dump of the different pages that I had with the opt-in levels and whatever. And it was fairly straightforward or bit, it looks fairly complicated, but it was a bit messy and it didn't, it wasn't functioning.

So there was something in my brain saying this just doesn't work. There's too much going on, on a need to streamline that. So I took the time and created a better funnel or more improved funnel during the process. Right. So I couldn't have envisaged it maybe to start with, because it had to be built. And I built it on the front end, which I'll show you in a minute. And I've replicated that course in our funnel simulation here. And then I've connected this up. So if I just get rid of these, maybe see that, okay. So first of all, you can see, I've just customised it with the actual pages that makes it easier for me when I come into the aisle, right? Yeah. That's the landing page. Okay. Yeah. That's the chat box down there. That's the smart guide, exit intent, you know, that's the funnel effectively. That's the thank you page.

So I've connected all of these up. That's our welcome series up there. This is a calendar confirmation on the book inform. These are the two traffic sources coming in from LinkedIn and Google ads. That's predominantly where we're looking at, and I've put some metrics in there too, to give you an idea of how that works. I'm not estimating any traffic from Google right now. And I'm saying, well, maybe a couple of hundred visits from LinkedIn organic, maybe. And then I put the prices, I think I put the prices in here as a new lead value to 500 quid or something. And the process they're effectively being that they're coming through this sequence. And then ultimately they're getting to a point where they're having to pick the phone up and and make a call.

And that's what we're interested in them doing. So if I just click this here, you'll see down here, I've got this data in there and you can click the funnel simulation. I think if I've done it right, it may start to forecast if it doesn't of course then there will be a problem with this funnel and that would be something I'd have to go back and check, but you can start to see here now that with those metrics just by chucking a couple of hundred visitors from LinkedIn, as long as the conversion rates that I've assumed on this, which I kind of know to be true in most cases, but will vary definitely. From company to company, if that's true, we should be getting four or five leads a month out of that. And ultimately converting maybe one of those into sales.

I think that's where that figures come from. There it is, yes. So you've got network audits at six and then one sale or maybe three sales. I can't remember the values are put in there. But you get the idea, right? If you've done that for yourself, whatever your funnel is, if you put a value on the lead and then connect it in the way that I've done here. So you see, once you've got a lead comes through to a telephone conversation where you're physically going to close that person, or if that's an online page, you build another funnel, of course, and then you can put your metrics in there and then this funding simulation start to work. And this really is gold dust because once you get that and, and, and you understand it you can start to plug in these other channels.

You can really look at your cost per acquisition, and then you can scale your business at whatever rate you like. Because it's just a question about coming in here and changing the volume of visitors from, you know, 200 to a thousand maybe, and then equally running the simulation and seeing what that does to the to the traffic. So, you know, got some really good metrics in here, obviously at this stage this is a bit of guesswork, but not going to be guesswork for very long. There's a whole point where we're going to test it once we get the real life data, and then we're going to know what those metrics are for sure. We can tweak that over time. And then we can, as I say, scale or whatever pace we like. So that's the backend funnel simulation. I'm now going to talk about the front end.

What does all that look like on the front end? And equally, of course, this is what it kind of should look like for you. So this is our main landing page that the only call to action on the page is the claim your free network audit, other than there's an, an exit intent, which I won't see because of the settings that I've put on that exit intent. But it's the same as the smart guide. And if I opt into this now, what should happen is we see that ultimately it just be a little success message for that, cause that's all that's done. But we should see there a lead a message has been sent to me to say that another lead has come in. That's great. So I know now already without looking, but if I go into active campaign and just for fresh those contacts, you're going to see me in here, which is what I wanted actually.

Yep. Now you will. Cause it's a smart idea. I just questioned myself there for a minute cause I hadn't gone through the network audit process, but that's a separate thing altogether. So you can see here that now I'm here with my admin address, lead magnet, smart guide and that in an automation. So if I want to click into there, it'll give you a bit more detail about that contact and you want to keep these contacts really separate, by the way, if you've got a big database of of clients, you don't just want to a previous client or previous prospects and a couple of thousand whatever it might be, you don't want to import them into active campaign because your cost is based on your contacts. You want to keep this specifically for all your new lead gen stuff, unless you're happy to just pay the extra couple of hundred quid or whatever it might be.

And at some point you will do that, of course, but maybe not now. And you could potentially you know, use another platform, even something like MailChimp just to slowly nurture those old prospects so that everything new in active campaign is just nice and clean and it keeps it simple. So we can have a look at that the automations you can see there that have been added to the list, and this is effectively the smart guide welcome series that is connected to that particular. Opt-In. And as I say, also on the exit intent, if you were on that site yourself and you go to exit, you see there's a little pop-up. And this is basically what it looks like. So I've really just followed the my own advice if you like. So I've had a look at those marketing hooks, I've looked at message, and then I've created a welcome series around that.

Now, when I'm doing this, I tend to just do it in this order. So I know that this first welcome message says that the second one says that third one says that the fourth one is I've not got there yet. And that's because I see that more as an onboarding at this point with this particular project. So I've not done those six, but you get the idea and I suggest you keep the same format and I'll then taken that over and put it into our active campaign in the, in the view of these these emails. So I've just configured those a little bit and I'm sure if I looked in my inbox now I've got that email in there and then I've got a sequence as well. So all I want to know is that that works and it does. And that's great.

I'm thinking about pushing this information through to pipe drive, but equally potentially not because of the client here. So they've already got a CRM solution, which is Zoho. It might make more sense to me just to go straight into that. If it was me, I'd actually, I'd absolutely becoming putting that data out of active campaign and into here. So I've got a visual pipeline of what that really looks like. And, and that would be important to me, but say it might be that I use pipe drive for this client. It might be that we use Zoho. I will come back and configure this any way. So you can see what that looks like if you were doing it for your own business and, and that's it. So we know that works. So we know just going to have a quick look at it and yeah.

To make sure that that's connected up and is we can see their sessions. That's me. Obviously that's all good. Nothing more to do on that. At this point. We're definitely going to want to take some key metrics of out, out here and put them into our KPI dashboard. But right now all we want to do is that we've done everything right, and we're getting visitors and the, and the sites being called. So that's brilliant. And equally with our Google ads campaign, we just want to check that we've got the scat campaign set up and ready to go. I've actually created a cool campaign on this as well, which you can do really just in just a few steps in Google itself if you wanted to. And I've just duplicated that. Mainly because I'm testing at the minute to see whether or not that click-through rate on a call is better than a, than a click.

And that you've probably seen those ads on a mobile. If you do a search, you see that there's a call button nowadays. So Google will do that's quite easy. But the campaign that I'm really interested in is the SKAG campaign. I just to make sure that, as I say, that's come from you already. I don't need to be back in a hurry now to configure this cause we'd already done that work and we've set it up. So we'd be able to see this campaign in here and it's all ready to go with our right key words and all our campaigns and everything will dump or us. So that's brilliant. That's all ready to go. I don't need to do other than add some card details. So that's great. I'm in good shape. And then equally, finally, I just want to check that the LinkedIn strategy that I spoke about that I'm now going to deploy with Stephen Hackett of 186Kloud is equally ready to go.

So I'm not done anything with his profile. We've talked about that. I'm assuming that your profile is optimised. His is perfectly fine. So that's great. I'm just going to look into sales navigator and show you what I've done here. So I've created a target list within the searches. So if I go to my searches, in fact, I think that might've been it, but yeah, so I've created to target search for when it says cloud. And then I've also created a list with a similar name to handle the leads and what I've done is coming back to a marketing message and say, I've got this message here, which I'm going to communicate to that initial target list. And that consists of right. Think about a hundred. Maybe let's have a quick look yeah, maybe about that.

Maybe a few more, and then it might not sound like a lot, but it's a very targeted list, right? So what I've done is I've said, I want to look at all people in the UK second and third degree connections that they can see that we're connected somewhere. I've excluded. The industries that I work in or that Steven works in, in this instance so that I don't attract competitors effectively. I've done the headcount filter, I've done, I've done the company type because I'm really looking at the, I don't want public sector companies or governments or anything like that. And I've put people that have only been in their position for a year or two because I'm basically thinking, okay, they've only just moved. Maybe they've got something to do. Maybe they'd been bullied for a project. Perhaps they're looking at unified communications spending more than last year was pretty much a write off.

So I think that's good targeting. And then I've just gone for title. And that's given me 686 results, which is great if I had 686 people in a room and I was pitching to them, I'd definitely expect to do some business. I've then got over to here and I've looked at the ones that are active on LinkedIn, because I know now that not only this is my target audience, this is potentially a lead. I'm not going to save that as a lead yet. If I did, I would be putting that in my lead list. But what I'm going to do is connect with that guy outreach and send my message. Now I've done enough testing on this to know that you don't want to customise this, just send the invitation or you'll get a better response rate from people just by if you're aligned, just saying, I want to add you to my network, the message comes in then as the follow-up now, as I said before, when I touched on it briefly, there are some plugins that you can use.

I could see Steven's got the duck soup plugin actually installed anyway. So I don't want to do that necessarily without his consent. But you can automate that outreach and you can automate that message if he wants to do that manually or whatever, that's his call. And I wouldn't advise you on that necessarily. But that's entirely up to you. So that is it. We are ready to rock and roll. So as I say, you're going to see a couple of tasks this week and predominantly it's going to be the configuration of your KPI dashboard and just making sure that the site is a fast, that it loads quickly. And that is a little bit of a, more of a complex task, which is why I'm not touched on it until now. So with that, do you go back and make sure that your Asana is in really good shape, make sure that you're in exactly the same position that I'm at with this client now.

So you can go end to end from a lead. And just assuming a course of the ads were alive, you'd click the ad and go through the landing page. We haven't tested that, but we've set it up on. I know that that works. I always do test that in a live environment anyway. So when we get to that point, you'll see that data. And other than that, that's it, you know, we're getting really, really close now to the point where you can turn on the tap. And we've seen already with our funnel simulation that if we can do just a couple of hundred LinkedIn people come in, pushing them through to the landing page or somewhere into that funnel that ultimately through that process, we should start to see a return. If we don't, it's either the funnel is broken or it's the volume or the targeting that's about it.

Now, I'm pretty confident that this funnel was not broke. Other than I reckon I could maybe tidy this process up a little bit with the with the quiz, which in fact, I show you now and you probably see what I mean. So if I go to the front end of the site and I go to the claim audit route, I put together a thrive quiz, which is effectively a segmentation tool within thrive. That's part of your license just to start gathering information about the client. You know, what, what tools do you use that kind of thing? If zoom, is it the free version? Yes, no, whatever. There's only 10 or 11 questions in this, but they're all good questions to know, particularly with this client, if they're looking to do an audit and they get this data before they get to speak to the customer, which is what you want to do. And I've just connected that up is actually pretty simple. And it just goes straight through to a success Calendly page, which is a a meeting that's been designed specifically for this. And then if I go through and book that equally, that data gets sent straight into active campaign and also calls into my diary

As a as a user and into Steven's diary as a as a client in this instance. So that whole lead generation process there is a is done and it works. And as I say, you know, basic, thank you page. That's the page that I'm try again. But I can see how maybe I could potentially improve that, but you know, if you're in that same position with your own business, great, if you're not make sure that you go back and you get all of those ducks lined up before you start thinking about your KPI dashboard, because the next module can start to get pretty deep as, so you've seen initially what those KPI dashboards can like. It does start to get a little bit technical and you definitely want to make sure you've got everything out of the way first before you get here. So assuming that's the case, I should leave you to it and look forward to seeing you in the next module.