Transcript Of Managing Your Modern Marketing Efforts with the Right Software

Posted On Dec 5, 2019 By admin With Comments Off

Transcript Of Managing Your Modern Marketing Efforts with the Right Software written by John Jantsch predicted more at Duct Tape Marketing

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Transcript

John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my client today is Josh Slone. He is the product marketer for do Gist, which is an all in one software platform for nonsense like live chit-chat and email marketing automation, species, knowledge-based, all the tools that we need to use today. So Josh, thanks for joining me. Welcome.

Josh Slone: Thanks for having me.

John Jantsch: So as I started talking about all the tools that are involved, I can already hear listeners thoughts,” Gosh, do we really need all of these ways to communicate today ?”

Josh Slone: Yeah, it’s very important to both be where your patrons are, but then also have all those things in the easiest to understand format for business owners and marketers.

John Jantsch: I guess the phase of my question is, I picture a lot of small business owners, marketers, are overwhelmed by the fact that,” Okay, I’m monitoring social media, I’ve got email , now I’ve got converse and now I’m place all these figures and things that I have to react to on my website .” I intend, how do you wrangle all of this into a feasible … It’s like you’ve got purchasers everywhere, how do you continue controller of things?

Josh Slone: Well, there’s a couple of different ways. One of the ways is to integrate all your implements together. So say if you had a meeting scheduler app to book appointments, or if you had live chit-chat software that was bringing in communication from your website, and then of course you got Facebook messenger and Twitter and all of these social stages. So you can either integrate them all together, or what’s become more popular is there’s various tools out there that furnish the all in one approach and just really tries to harness that and they … For the above reasons, we’ve created a discourses implement that not just gets live chat from your website, but we also integrate directly with Twitter messaging and Facebook Messenger to raise all of those under one dashboard that you can answer from one region instead of having to log into different accountings all day long.

John Jantsch: So the really common practice for numerous, many years was drive parties to your website to offer them something of value in exchange for an email address, and then precisely applied them into a campaign that follows up and hopefully gets them more and more interested in your products and services. But purchasers, first off, we’ve become, I fantasize a bit fatigued with that approach but likewise have just gotten a lot more sophisticated, “ve got a lot”, I picture a good deal higher promises because people are certainly personalizing their experience based on behavior. The classic one is always Amazon, knows what we buy and how we see and is offering those things to us. So how does the small business owner make that degree of edification certainly sounding into behavior? Because plainly that sounds like a lot more work, doesn’t it?

Josh Slone: Yeah, it clearly does. And if you’re talking about the complexities involved that Amazon and their algorithm gives you, it can seem overwhelming. But I envision just about every business owned be able to identify two to three works or demeanors or episodes that they crave should contribute to do. And then, basically if you can identify those two or three things and then react to those actions when they happen, it’s a more personalized ordeal for the subscribers and it’s more effective to move parties down that market funnel.

John Jantsch: Okay. So let’s say that one of my things is I sell marketing works. A much of parties are looking for SEO business. So for example, perhaps I’ve written a blog positions and it offers a free SEO checklist and that’s what I want people to do is download that slouse of the information contained. Now, how could I actually impel that a better event based on behavior?

Josh Slone: Okay. Yeah, clearly. So if they downloaded your checklist, that would clearly be one behavior, and then following up with those particular business. So if it is SEO, if you send them emails precisely more towards the SEO, instead of say compensate per click pushing or network design, it’d be more tailor-make personal experience. That’d be a simple way of doing it. But you could also see if that guidebook or that checklist sends them to your SEO assistances page. Like most business would have a page that outlines their SEO services, lays out apprehensions and things like that. So if they download your SEO checklist, and then they inspect your SEO service page that justifies your services, that’s going to highlight to you that they’re more interested than say someone who time downloaded the guide and forgot about it.

John Jantsch: Right? So you’re suggesting I can now segment that person maybe for a whole nother kind of campaign?

Josh Slone: Right. And then, yeah, you can actually introduced them in a Facebook custom audience. So that direction they’re control, use us for SEO ads instead of precisely general ads, things like that.

John Jantsch: So let me give you another example that I run into a lot of eras. A batch of business sell a variety of services or makes and they don’t necessarily … There’s totally different segment of world markets that demands those different business. So normally we will build pages for those services. Or if you’re this kind of business make here. How could somebody use behavioral activity like that to really then accommodate a better event for that person because they saw certain pages I suspect on an internet site? Is there something we can start doing that to say, Oh, you must be interested in these things. Let’s send you that kind of content?

Josh Slone: Actually, Gist does something very similar to this. We query people for what industry they’re in. So we’ve give parties into seven different industries, whether it be business services and marketing authorities, application corporations, more home services like plumbers and electricians. We have seven different industries. And then, when they mark which industry they’re in, we are genuinely have specific material that we can send to them that helps them use automation better. Because a lot of beings, they examine Gist, we render nine different implements, they get overwhelmed. And not only that, some people aren’t going to use all of them. So we focus on the the top three to five implements that say an electrician would use. And is not simply that we interpreted exclusively why an electrician would want to start using them. And so, it certainly helps us to understand their industry and it helps us to tailor-make the content experience from there.

John Jantsch: So let’s say somebody does download a piece of content and you start sending them some emails based on such a. We all known better … I don’t know what the percentage is, perhaps let’s be republican. 60, 70% of them never open it, never do anything with it. So that other 30% that open it, and then maybe click on something or then go visit something else. Are there ways in which we can actually make that group and say, okay, this organization is our most engaged kinfolks, let’s do something special for them?

Josh Slone: Absolutely. I won’t get too deep into it, but one of the essential points for Gist is to install precisely onto your website so that mode you can use it. And we actually use both the positive and negative behavior to accommodate that event. So if someone has installed our WordPress plugin or our script on their website, then they move into a different sort of automation. And if they haven’t, then of course we want them to install that write. So that’s going to be our primary focus there. So separating both the people who do perform that war and the people who don’t is very important, in matters of like is becoming more and more parties engaged.

John Jantsch: So the script you’re talking about is actually–that only allows you to say ” This person is on your email list and they did X on your website ?”

Josh Slone: Yes. And it is able to, like if you’re a marketing agency and you have a webinar, a prerecorded webinar, when a person is watched that webinar, well then that could be the people who perform that act. The people who didn’t watch the webinar, perhaps you follow up with a piece of written content or maybe a podcast to get their elevated constitute of content and catch as numerous people as you can.

John Jantsch: So obviously a good deal of this makes doing, it makes learning. It makes constructing the assets that you are able to need. What are some tribes that are coming to this, like all they’ve been doing is, sign up for our newsletter, kind of lead capture. What are some of the first things that they should start doing that are not going to necessarily overwhelm them?

Josh Slone: Yeah, it could be as easy as tracking those who open your emails. That’s probably one of the ones. And if you want to take it a little step further you are able to, you probably know that every email should have a link in it, a call to action. So I’m sure you’ve surely was indicated that. So that call to action, that button sounded or that relation clicked can be a behavior and that would be the easiest way to get started.

gist John Jantsch: And now a little word from our patron. Intercom once more of the nice parties seeing your website to give you money. So they made a bit chat bubble in the region of a website and bundled it with conversational bots, make expeditions, NPS inspections, all sorts of things that enlarge your squad and help you reach more neat parties. Intercom Customer Unity came 45% more loyal users with Intercom in time 12 months. Go to intercom.com/ podcast to start making money from realtime chat. Then determine everything else Intercom can do. That’s intercom.com/ podcast.

John Jantsch: So let’s talk about that group. So what would be a simple thing that or exactly maybe an obvious thing to do? Let’s say I send out, I don’t know, a number, hundreds of thousands of emails and 300 parties open them. Is there something I should do immediately to those 300 that open it to try to get them even more participated? Are there only various kinds of obvious stairs?

Josh Slone: So for the people who have opened your email, it depends on what the content of the email would be, but you surely want to continue that conversation with them. And the next thing “couldve been”, what did they open? What was the email that they opened? So they open an email like we were talking about, about your SEO works. The next email, maybe not definitely a sales pitch or a or a call to action as far as like in terms of like coming them to buy, but it could obviously be something that helps their SEO a little bit further. So if they open an email that time talks about an SEO blog post that you exactly wrote, let’s talk about SEO, excuse me, and they opened it. The next email wouldn’t time has become a generic email. It could be like, Hey, here’s our SEO checklist that you haven’t downloaded hitherto. Here’s another segment of content that’s particular to SEO. You’d want it to be more personalized to what they actually opened in most cases.

John Jantsch: How easy is it to use a tool like Gist, plainly there are other ones out there as well, to automate some of these things? Because you want to send out an email, you don’t undoubtedly want to have to then travel, okay, let’s see who opened it. Now, let’s do this far. How easy is it to create these workflows and automations?

Josh Slone: Obviously there is going to be a learning curve with any of these tools, extremely if like you said, the only thing that you’ve done is you’ve had a newsletter and you’ve hooked it up to, say like a AWeber or something like that. But with our visual workflow builder, you can see how your contacts are going to move through, and we have dozens of pre-created properties like last email, our sell email opened, last commerce email sounded that are already preset, so you don’t actually have to create those events. You don’t have to set those up. You don’t have to know how to code.

Josh Slone: It’s if you send an email and you can say, if someone clicks in this email, I want them to move over here based on … And you can actually placed decisions like, yes, they did or no they didn’t. It might take you an afternoon, but within an afternoon you could have a fairly complex marketing automation system. And we are only actually last week rolled out a few dozen done-for-you templates that include the email draft in there that you can edit as well. So we actually have some prebuilt for you, specific for those business owners who are trying to either bootstrap or their[ solar preneur 00:12: 18] kind of situations.

John Jantsch: One of the things that comes with a implement like this, apparently, in terms of power and intricacy, also comes expenditure. Let’s say somebody has been obtaining mailing address for a while and they’ve been using MailChimp or something, it’s pretty low cost. If they wanted to bring a pretty good size list over, how would they justify … They might be talking about $500 a month now of a cost to use a tool like this at that kind of volume. Is there a acces for somebody to sort of selectively wreaking people over that …? Because I think everybody’s got … Anybody who’s compiled generic mailing address for years probably “ve got a lot” of mailing address on there that really aren’t worth spending money on inevitably. They probably should almost be weeded out but, but if somebody was trying to become the move to a tool like yours and they did have say a 10 or 20 or 30,000 person schedule, what would be the best way to bring something like that over in a cost effective manner?

Josh Slone: You could absolutely test it. We have a 21 -day trial that’s the full version of Gist. You ensure everything that has to offer. You could segment a portion of your index and you could send emails to them. You could measure out the marketing flow for a full three weeks to see if your changeovers increase and things like that. And then, if you decided that you wanted to move that full listing over, we actually migrate for our users. So you are able to contact our crew and we would get , not only your contacts over, but we would recreate your emails and even your automations that you have through any other provider. And then, before we turn it on, we testify it to you, we walk you through it and then you can ended the move.

John Jantsch: So I want to circle back to something we were talking about early on and that’s idea of having the ability for somebody to sort of ego select their segments, so to speak and that you had like your seven different regions. Do you think that’s something that if somebody comes to your website or perhaps they discovered you by way of a particular blog post that ranked somewhat highly, is that something that should in your opinion, should be offered to them right away or is that something that as they get into your move or one of your workflows, that should just be something that comes as a natural stair of encouraging to get to know them better?

Josh Slone: For us when we really start our marketing, when someone signalings up either for a free account of Gist or the free test, so we ask it from the come go to use that as a qualifier for pass. How serious are they, how much they fill out of our onboarding process? But for someone like a marketing agency where someone’s going to find you either through word of mouth or, like you said, through a blog berth, it can definitely happen naturally. And they don’t even have to self identify. If they’re only researching SEO, if they’re only checking out your SEO blog posts and interpret your SEO content, you can apply a call to them and you identify them instead of them self-identifying. So it can happen way more naturally over time.

John Jantsch: I attend. Or even if they saw a certain page, a certain service page or a certain segment of the public, you could actually then say, well they must be interested in .. Or at least attain that assumption.

Josh Slone: Utterly. And the number of goes very, when a person is calls the SEO service page four or five times in the last 30 periods, that’s definitely a indicator.

John Jantsch: So tell us a little more about where people can find out about Gist and, as “youve said”, potentially sign up for a free trial.

Josh Slone: I would definitely advocate the homepage, getgist.com. Right there it just says get started for free and you can either sign up for a free version of Gist or “youre seeing” the full edition by signing up for a free 21 -day trial.

John Jantsch: So keep telling me, are there any … I know that you have a number of tools, the knowledge base, the forms of email marketing, live chitchat, fills, scheduling. Are there any kind of large-hearted things that you feel like you’re missing but they’re on the roadmap?

Josh Slone: Yes. The one thing that we get asked about “the worlds largest” and people integrate with the most, is a CRM. And that is, that is something that’s on the roadmap. It’s been in development for fairly some time. And we’ve been liberate like visual workflows is our biggest secrete that we’ve had this year and that flattened out a few months ago. So we’re emphatically working on it and that’s the one thing that we listen most often is missing from Gist.

John Jantsch: Well, Josh, thanks so much for stopping by, and hopefully we’ll run across you out there on the road. We’ll have all these ties-in, the link and the things we talked about today in our evidence notes.

Josh Slone: Thanks again for having me.