Opt In Welcome Series

Lesson 28 Chapter 1 Module 4

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8, and welcome to week four. So yeah, by this stage, you should have the basis, the bones, the framework of your new online presence. And this week, we're going to start deploying that. And we're going to start off by looking at your opt-in welcome series. So this is where we're going to dive back into active campaign. We're going to look at our funnel again. We're going to make sure we're clear on our strategy, and then I'm going to show you how to craft that welcome series initially, how to connect it and what that should contain. And then we'll move swiftly on through this module. Okay. The end of this week, you're going to have a live working environment ready to go and start driving traffic to before we sort of test it and fully execute it.

So without further ado, let's dive into our Asana workspace and you just want to make sure that you're doing the right things in the right order here. So obviously I can see the various different project tasks here. But you'll know that all of mine here are ticked in order. And if I go into some of these others, for example, that's not necessarily the case. You really want to make sure that you've ticked off, literally everything in week two, before you start week three, everything in week three, before you start week four cause there is a reason for that, you know, we will be coming back and forth. You may have noticed this already. We're going to jump around a little bit. We're gonna come back to the SEO. We're going to come back to the content strategy, but it's really important that you get the task done in the right order.

And then when we do get to this stage it kind of makes sense, and this will show you what I mean. So if we have a look at Google and I just type in this search phrase, you to provide communications technology, which causes the keyword that we're going for, and then just a company name on the end and do a search, what that should do. And I think it does is yeah, gives us that list in right at the very top there. Now what that means is Google is picking up  the website that we've done is picking up the keywords. That's fine. I don't expect that if I took that out to get the, the first page ranking for that. In fact, I wouldn't be surprised if we're not in the first 10 pages. But that will change. Of course, that was the whole point of this strategy is that over time we make that work.

So the purpose of doing that, and you might be just wanted to do that same search for your keyword and then your brand name is just to make sure that your search console has been configured properly and Google is picking it up and that's fine. And that's good to already, you can see there that we're ranking above the actual clients, actual real domain there, which is great. That's kind of what we want. And as I say, because of the no strategy that we took you could start to see that we're actually all over this first page, all over the second page on, on, on and on. And that same thing ultimately will happen for that search term or at least that's the plan. So that's good. So we can take a look at our site now and this is going to look slightly different, I guess, to when you last saw it, I spent a bit of time branding this and making sure that the call to action was clear and making sure that the main content was above the fold.

This piece here effectively is what we call the fold so that, so the user doesn't have to take a lot of action initially. I've also integrated this web chat, which is part of the active campaign is an add on it's called conversations. And I think it's maybe $20 a month or something. And then normally I wouldn't bother with this because Facebook plugin is perfectly acceptable, but obviously you've got to be using Facebook as a, as a platform. And with this particular client we're looking at LinkedIn, so that Facebook plugin wasn't really suitable. So I went off and installed that, but that's pretty easy to do. That's just going into the backend installing the plugin and then connecting the two things together and spending a bit of time, just branding that so that it, it looks good.

So yeah, this is the main call to action that we've got. The page has now been fully looked over, checked and SEO and all the rest of it. And I'm pretty happy with all of that. A bit of a long load time on that might just look at why that took time to load. There might be this image and we've got better compress that. In fact, we will compress that at the end but ultimately really that's looking pretty good. I did also put another secondary call to action, which was this link here or in fact at the user goes to exit. So we won't see that exit intent because I've set a time on it, but effectively that will pop up on exit intent. And that is really where I'm going to connect the initial welcome series. So to make this look and feel a little bit more easy for you to digest, because I say, when you click this claim, your audit, that's going to take us through a process.

And you know, this effectively now is the funnel. I want to dive back in quickly and show you what I've done in the in the guru funnel builder. Because initially when I showed you this, I wasn't quite sure whether or not I was going to use the quiz and that kind of stuff. So I spent a bit more time on it, put this together. So now I'm going to talk you through it. So this is effectively our home page. And in guru you can actually pull that image in, as I've done there, you can do that for the rest of it, but actually for the purposes of demonstration, it's easier for me to use these prebuilt sort of icons, but the traffic campaign is directly from Google ads. And we're going to cover that in this week as well. They're already set up straight to the landing page.

This is then the chat bot, which then allows me to communicate with the clients via email and or via chat. The exit intent is the pop-up which is the smart guide, which is our lead magnet. And that's going to have a series of emails connected to it. And then once they go through this process as a thank you page and a quiz and that kind of stuff, but as I say, it's probably easier to visualise it like this, but really what we want to do at this stage. What we're concentrating on is drafting our initial email series. So I put together this document here, you'll see this inside your Asana workspace. And let me just show you where that will be contained. So all the files that I refer to are always in here, or there'll be in the task itself as attachment, you'll see them here the welcome series doc.

And what that is, is this document here, which just gives you an idea of, you know, the strategies behind the welcome series and the purpose behind it, because yeah, there's lots of different opinions on this. And I've put some in there that, you know, depending on how you want to sell to your customer, what information do you want to get across quickly? But this is pretty good rule of thumb. And ultimately it's just about being honest and open with them. So as soon as someone engages with them, treat them with the respect, they deserve, send them a quick, welcome email, and then maybe leave it a few days. Or it could be an action-based a trigger base that they don't own for the welcome series email. You can send them another one until they do open it. And then when they open it, you can have a timer that says, well, three days later, we send you another one and this is the structure you want to follow.

And yeah, ultimately, of course, you want to write your own emails. So this is a good exercise to do first so that you know what your welcome email is going to say what your second email is going to say, what your third one is going to say, et cetera, et cetera. Because once you've got that content, we're going to be coming back into active campaign and we're going to be setting up an automation. So when you log into active campaign, I know I covered this briefly last time I didn't really go into too much detail. The first thing you'd want to do really is just go through each of these options, just familiarise yourself with the platform. So you don't necessarily have to do anything. Just kind of get an idea of how things are laid out so that you're comfortable with where the data is.

And if you come across a segment that says, you need to upgrade, you can understand why that is. As I say, at the moment, you wouldn't need to upgrade. You've definitely got the right plan. We only need it for the main automation. But things like lead scoring and tags and that kind of stuff will become more relevant later on. So you don't need to do a lot with this initially, but as I say, familiarise yourself with it. And what we're going to focus on, of course, is creating that initial automation.

So you can come down here into automations, and you could do this in any order. So you can write the emails, do the automation, or do the automation by the emails. And then as long as they ultimately connect all of it together, doesn't really make any difference. So I've just created this automation one just as a starting point and we can click in there and then have a look at the logic that's going to mirror the sales funnel that we've built. So again, when this pops up on screen, that'll make a bit more sense what I've just said there.

Okay. So we've got a trigger for the automation, which could be that they subscribe to the list. So it could be that they've filled in this form and completed it, or it could be that they've requested that lead magnet. And that form is connected to AC. And again, we're going to dive into that later and I'll show you how to do that again, just in case you missed it the first time, but let me just get to where I'm going and the load time on that is bad, but that will change by the end as we speed all that up.

Yeah. So this form is connected and that then is the trigger. So someone comes into this. What we're saying is that that trigger, that lead magnet is then going to start this automation. We're going to send an initial welcome email. Then we're going to wait for a few days. And then as an example, I put a condition in here. So as you click these little buttons in active campaign, you see you've got these various different sending options. So the sending option is all want to send an email or want to send a text message or want to send a notification that something's happened. And then these workflows or conditions, just if L statements and that kind of stuff. So this FLS, for example, is a good one here to say, well, because it's a lead bank net, they may have downloaded the lead magnet and then gone on to book a free audit.

And if that's the case, we wouldn't want to keep selling to them if they've already taken the main action. So the idea behind these, yes, no statements is we can say, well, wait for three days and then look to see if the contact has a particular tag. So in this instance, do they have the tag network audit booked? And if they do, and the automation simple as that, and if they don't, we can then say, you know what, they haven't taken the action. They're not part. And that's ultimately what we want them to do. We would then say, we want to send them another email. And then we would craft that email  here and say, that would be part of our welcome series. 

Okay, so that's the crafting of your of your initial funnel. So this needn't be too scary. There are options in here that will allow you to customise those emails and active campaigns good but it doesn't actually have every form on the planet. So you might find that you don't find the exact font. You're going to have to find something similar, but where they do have is a lot of good templates that you can use quickly. Of course, once you've done an initial campaign it will save that in here and you can just use that campaign again next time round. But that's pretty straightforward. As I say, building that initial automation is not the hard part is a question of understanding the logic behind the email, one, two, three, and four, thinking about, well, when do I want to send the first email?

When do I want a second email? When do I want to start with 30 as an example, when we get down here and we talk about a review, well, we don't want to do that. Of course, until somebody has already become a customer. So again, in that logic, we're going to say, wait to see that a tag has been added and when the tag customer has been added, then instantly we carry on with that sequence. And I would ask for the review. So although I know that can look scary to a lot of people it really isn't that hard. And if needs be, you can, of course go to Fiverr. Active campaign as well has lots of prebuilt templates. So you could just install a template. And that's fairly easy to do, but I wouldn't recommend you do that because what's more important is understanding the flow of that customer journey that you've created.

So, you know, whatever site you're doing now, this is your homepage, or this is your your opt-in or your lead magnet. This is your thank you page. This is your upsell downsell, et cetera, et cetera, depending on what you're doing. And the emails are important that they correlate with these parts here. So as I say, you know, when they initially do a lead magnet, we want to put them into that sequence. When they book an appointment that Calendly confirmation is going to go automatically from that provider. So we don't need to have that as part of our sequence. But yeah, that's really what you want to focus on. So let's say, I know that can take a bit of time, but it's important that you get that right now, when you come back and you have a look at your automation, you will note that when you go to initially start it, you can have one or more different triggers.

And the best practice here really is to have one master list, which active campaign was set up for you by default have different lists for different things. So you might have a customer list. You might have a supplier list or a vendor list or whatever, so you can very easily differentiate by lists. And then once they're in the list, you're going to want to look at the various different tags that you can use and triggers, sorry to start that sequence. Now, I'm not gonna play around with these, but I'm just going to tell you what they all are. So if someone comes in, they subscribe to a list, active campaign will pick that up and say, Hey, this is a new customer and start sequence equally when they unsubscribed from the list, when they submit a form online, and the level of granularity with active campaign is such that if they're logged in and they come back to your site, we can start seeing some really good information as to whether or not they've clicked something in an email, or whether they've visited a page on site or whether they've gone to make a purchase and didn't, so there's lots of things in here and you can see this calendar meeting received as it, it already, there's an integration from them.

But there's lots of things to do. And yeah, initially I don't want you to get too worried about that because it's just about building that initial welcome series and connecting it to our to a lead page. And then we can start to get a little bit more sophisticated with it as time goes by. So I'm going to log in to here just quickly before I finished on this module, just to show you where and how that welcome series is connected into the page. So I've created a lead which is part of the thrive setup and the form that I've got is in here. So if I was to go and edit that form and you'll see this on everything. So every page, everything you do to edit in thrive architect will always look the same, but the point that the bit that I'm going to show you is just the port and connectivity between in this instance, active campaign and thrive. So as you get these pop-up boxes down here and then finally decides to load, I guess everybody's at home or using the internet at the same time. It doesn't normally take that long.

Here we go. And when you click into the element, you see that you want to edit these form elements of that. So you can get into that and change this copy. What we're interested in is this connection here. And then you can see that your active campaign would already be in there assuming you've connected that from the backend. And when you do, it'll just connect it and say, yeah, master list. Then if you want to add to take, you can type it in there. So just for clarity on that, that active campaign connection comes from the thrive dashboard. So I'm pretty sure we've covered this already, but just in case, I'll show you again quickly. And then we'll not this module on the head because there's a fair bit of work to do in terms of thinking about what those emails are saying and how that structure works. So no doubt you're going to have plenty to do after this.

If you go down to the dashboard and then scroll down to API connections, pretty sure we did this last time, but I think from memory, maybe I didn't have the API gear hand. So you, you would just go in here and then you would just put this information in from your active campaign account and connect it and that's it. It's job done. So that's it on this module. Yeah, have a good think, as I say about the content of those emails, if you can write those emails yourself, great, go and do that. If not, you can go into Fiverr and you can find someone that will write three or five or seven part email sequence. And the whole purpose of that sequence is to drive people back to the main call to action. So as I say, their main call to action on this example is the free audit that doesn't need a sequence. Cause as soon as you've done that, that's effectively converted that lead into a prospect. But the leads coming through are going to be from the lead magnet. And we're going to have that series of emails going out probably over about 10 days or something to try and push them back to take action. So do that and I'll see you in the next module.