- How can you generate leads and sales for your business online on autopilot?
What's the process?
What are the structures?
How do you put your business on complete autopilot online through marketing automation?
My name is Benson Sung, and today, I'm going to be sharing with you the three core marketing
automations you must have in your business, and that's generating my companies, my partners
and private clients, hundreds of thousands of dollars a month, on autopilot.
At the end of this video, I'll be giving you the exact email and automation templates that
you can implement into your business without spending a ton of time or money on your own
trying to figure this out.
At the end of this video, you're gonna be getting all these things, so make sure you
watch until the end.
Why marketing automation and having your own email list is so important is because when
you're building your audience on platforms like Facebook, YouTube, or Twitter, the reason
why these social media platforms are so powerful and relevant today is because they have our
target audience and your target audience on those platforms.
They got the attention, they got the focus, and a lot of the time is being spent on there.
The day comes when some of these social media platforms are going to die out, and your audience
is gonna move on to the next platform, the next social media.
So that's why having the marketing automation in place, your own email list, and also having
your own website, is so powerful.
That's what you want to focus on building.
The first core automation that we want to implement into your business, is called the
Welcome Automation.
Now, the marketing automation process that we want to use as well, is active campaign.
Active campaign allows you to drag and drop.
They have a beautiful user experience, they keep it easy and simple for you to use.
You can go on there, you can set up an account.
It's very inexpensive, it allows you to build your own email list, and most importantly,
it allows you to control the communication that you have with your target audience, so
you're not dictated by social media rules or any platform's liabilities and all these
different things.
You can say the most important things that you want with the communication.
Now, the first sequence that we want to set up is the Welcome Automation.
So Welcome Automation is the first important foundation that we want to have.
Now, what the Welcome Automation is, is it's a five part sequence.
So five emails are gonna happen, and they're gonna be sent to them when anybody joins on
your email list and becomes a lead.
Now, the first email that we want to send them is going to be talking about, what is
the value that we're giving them?
That's the first email.
We want to thank them for joining our email list.
We want to thank them for entering into our world, and then also want to tell them what
they can expect.
The second email we want to do is we want to tell them about your business.
How was your business founded?
The third one, we want to tell them about our community.
We want to tell them about your customers.
We want to tell them about what you represent and how your community empowers your business.
That's the third email, and we can use testimonials, we can use video testimonials, which is even
more powerful.
The fourth one that we want to do is we want to send them more value.
We want to show them that we can solve their problems and that we can also help them achieve
the results that they want.
So, whatever problems that they have, I want you to send the fourth email and type up,
and be able to just say you can address those problems and also help them with the results
that they want.
Now, the fifth email is just going to be the bridging between your story, the business
that you have, and then also how you can help them solve their problems and their results.
Help them achieve those things, and this five part sequence is the welcome sequence that
you want to implement.
Those five parts will allow you to warm up the relationship, build the trust, and cultivate
that relationship.
That is the most important thing at the start, especially if they don't know much about your
business.
You want to warm up their relationship through this Welcome Automation.
Now that we've got the welcome sequence in place, we want to make sure that when they
go through this welcome sequence, there's one core result that I want them to think
about when they hear about your business.
I want them to know that you are the trusted resource and guide for them, to solve their
problems and achieve the results they want.
That is the statement and the thought you want them to have.
That's how you want them to feel about your business when they hear your company name.
And the next part that we want to do is called the Value Automation.
The Value Automation is where we set up, again, a four to five email sequences, and we add
value to them.
We want to do this through the videos, how-to videos on giving them value on how to overcome,
again, a problem, or solve a result, and help them achieve it, through the videos, through
guides, through the blog posts that you have or through content, through testimonials,
and this, the whole goal of this is to show that you can actually help them.
You want to make their lives better.
You want to move them towards the result that they want, for free.
You want to really help them and add value to them and give them the stuff that they
want.
That's the whole goal of this Value Automation, is to really show them that you can give them
value, whatever value means to them.
So the five emails are gonna be, it can be one on a video, one on a guide, one on a post,
one on another specific, let's say a ultimate resource kit, or all these different things
that you can put and just add value to them.
Just keep giving, keep giving, and then we'll get into the next sequence.
How to make sure that your value automation is extremely powerful is you want to make
sure everything you're sending them is gonna make their life easier.
It's gonna help them solve a problem or help them achieve a result.
When you make it easy and simple for them to understand how they can do this, then you'll
be able to bridge that relationship and build that trust and cultivate everything that you
need to have.
Here's the first email that I send when someone joins my Marketing Automation.
You can see that on this email, that it leads with the three statements.
It thanks them for registering for the 9 Pillars Video Implementation, the video series, and
then it tells them again, go on to the Thank You page.
I actually recorded a video, and you can see this email actually has a GIF, a very small
sized GIF that loads on their mobile, which is another tip that you can use.
GIFs convert extremely well when you send them through an email, especially if it's
a very short clip, and you send it to them, it builds engagement, it gets higher click-through
rates, and the next thing, I tell them what they can expect.
I want them to know that they're gonna receive the login, they can take Step 1 to subscribe
to the YouTube channel that you're on right now.
The second one is they can shoot me via FB messenger questions or anything that they
want to get, and I can answer them back every, time of five or six days or seven days if
I have the time, and I get them to just do a simple call to action to go on to watch
the video short message.
So that's what you can do for your own business as well.
You want to keep it short and simple.
Why the Welcome Automation and the Value Automation are so important is because, someone just
went on the Market Automation, they're usually a cold audience, which means they don't know
anything about your business, they don't have the trust, they don't know much about the
product or services that you have, they don't know what you stand for.
And so the reason why you want to cultivate the relationship through this, is because,
you want to be able to build all those different things, the qualities of the relationship
online, through these automations, specifically.
That is why it's so important to do this, to warm them up so that they know, understand
about your business, and be able to cultivate this.
This is how you build a successful business online in the long term.
Don't just focus on the conversions, and focus on the sales, but focusing on warming them
up with the right Marketing Automation for your business.
Now that we have the first two Marketing Automations set up, the next Marketing Automation that's
super important, and it's core to your business, is the Segmentation Marketing Automation.
Now, the segmentation part is gonna be key because you, just like any of your target
audience, is a unique individual.
So we want to personalize the journey, the sequence and the roadmap that they go through
with your business.
So what you want to do is you're able to segment new people based on the interests that they
have, the results that they want to achieve, or the challenges that they want to overcome.
So for example, in the fitness space, there's people that want to focus on losing weight,
there's people that want to focus on building more muscles, and there's people that want
to focus on living a healthy and active lifestyle.
Based on these three results and the challenges that they want to overcome, you personalize
the sequence and the emails that you send them, because if someone wants to build more
muscle, you wouldn't send them something about a healthy, active lifestyle.
You can really hone in on the content, you can really hone in on your messaging, and
how you communicate with someone based on that specific result they want to achieve.
So the first thing you want to do in that email automation is you want to focus on segmenting
them by asking them a simple email question.
So you're gonna send the email out, say it's something like, hey John, hey Julie, thanks
for joining the list.
I want to know more about you so I can add more value to you and help you solve your
problems or help you solve the results that you want to achieve.
So it can be something where you say hey, ask them a question, what are the top three
results that you want to achieve?
And you list them out, is it to lose weight, is it to build more muscle, or is it to live
a healthy, active lifestyle.
Based on that, they can actually click on it, one click or one tap on the mobile, and
it'll segment them automatically into Marketing Automation, and you can personalize their
journey.
The next automation that we want to focus on once you've got the personalized segmentation
of understanding their interest or their results or the problems they want to overcome, is
we want to understand, how's their experience with your business?
This is the best Segmentation Automation to implement because we want to understand the
experience that they're going through.
Are they having a great experience?
Are they having an alright experience, or are they having a bad or poor experience?
You want to send that email out, you want to, again, simple click or tap of the thumb
on their mobile, and it will add, automatically put them through a sequence where if they
have a great experience, for example, you say, that's great, I want to help you more.
You keep adding value, sending more assets, sending more videos, how-to documents, guides,
resources, so they can even get more value, and you warm it up even more, that relationship
between you and them, because you want to follow up with them, you want to add more
value, and you want to make sure that they don't just buy from you once, but they buy
from you over and over again every month, every year, and they refer a lot more people
to you.
Word-of-mouth marketing, as you know, is extremely powerful so you want to make sure that you
fully tap into that for your business through Marketing Automation.
Here's an example of a Segmentation Automation that I send to people that join the Marketing
Automation from me.
I have the DMU, the Digital Marketing University, on BensonSung.com, where you can learn everything
you need to know about growing and starting a business online, successfully.
So the first email you're gonna see is right here.
So you're gonna see in this email, I talk about, you know, where are you on your journey
as a subject line.
Then I go into talking about, you know, before I send you the implementation videos, I've
got one important question I want to ask you about your business.
All it takes is one click and tap the answer.
This way I can personalize your experience and our communication going forward in the
training.
So I talk to them about, you know, what is the current stage of your business?
Initial traction, are you a startup, are you a growth stage, are you at scale stage?
This is so I can personalize and streamline our communication so I can send you the most
relevant in strategies, tactics, and campaigns for where you are today for your business
to grow, and do a P.S., just select one of the stages that best represents where you're
at.
So this is an example of a personalization email that I send because I'm in the B2B space,
I'm helping you grow your business online.
The way I'm segmenting is based on the stage of the business.
What you need to grow as a startup and what you need to grow as a business that's doing
$10,000,000, is very very different.
Now at this stage, we've warmed up the contacts.
We've cultivated the relationship, the trust, and we've added value to them through the
Welcome Automation, through the Value Automation, and through the Segmentation Automation as
well.
We've personalized their journey, we have shared with them that we can help them achieve
the results that they want, solve their problems.
We've also told them more about your business so they understand what you represent, what's
your story, and also, how you can help them.
That's the most important thing.
So the next automation that we want to set up is the Conversion Marketing Automation.
Now, the Conversion Marketing Automation is going to be a five to six step email, where
we start going to introduce to them about your product or your service.
The first email we're gonna do is gonna show them what products or services you have and
how you can solve their problem and how you can help them results that we want to achieve
for them.
So we share that in the first email, it can be something like this.
Hey John, hey Julie, I saw that you were looking through, you've been on the list for about
a few months now.
I want to understand how I can help you.
I want you to know that we have this product, we have this service, that you should check
out.
I think it's gonna really help you with this result that you want or this problem that
you want to overcome, and I wanted to just introduce you to.
The next few emails that you're gonna send, it's gonna be sharing with them your existing
customers, your successful customer testimonials.
They can be video.
I highly recommend video.
It communicates it much better, and then you use, let's say you have written testimonials
to back it up.
After that, then what we want to do is we want to make them a special incentivized offer
if they have not bought in the first four emails based on these testimonials and the
introductory one.
So once we go through that, then you make a special incentive.
For example, you give them 25% or 50%, whatever special you want to offer on your product
or your service, and if they don't buy for that, you want to position your highest product
right there.
Then, after that, if they don't take that, you want to move the next tier down.
You want to show them a product or service that's in the next descending product, let's
say.
So if you have a product that you're positioning in this Conversion Sequence, $100, then you
want to move your product that's $50 under this if they still do not buy.
The goal of this is to get them to make that first commitment with you by leading with
your best product or service.
Once they make that financial commitment with you and they want to, through the, all the
automations that we have set up, and you've done this properly, here we will convert a
percentage of the people that go through this and generate sales through your business,
all on autopilot, through Marketing Automation.
Now, a key distinction I want you to know about is that, if you are in a service business,
this four-part emails are gonna work for you as well.
The difference is, you don't have a physical product.
So what you want to do is you want to have a service attached to it, and another thing
too, if you're selling a product or a service that's under $100, this conversion automation
will work extremely well for you.
Now, if you're selling a product or a service, from my experience, that's over $100, you
want to do two things.
One of two things, actually.
One of the things you can do is have them go onto the application to book a call to
speak with you, especially if it's a product that's over $100, they need to be able to
have more confidence in themselves.
They need more certainty, clarity, and direction.
Your target audience wants to speak to someone on the phone if they make a big financial
commitment that's over $100.
Now, the second thing that you can do is, if you are selling a product or service that's
over $100, you want to use a webinar.
Webinars are very powerful ways to build even more trust and relationship right within the
marketing automation process.
So at this stage, we're doing conversion and you invite them to a webinar, we're going
to invite them to an application form, and through the webinar you can build that relationship
and you can even sell a $2000 plus product, or service, through the Marketing Automation
and the webinar combined.
Now, that's what's powerful about these two things and I want you to know, based on your
product or service price, you want to use the simple email sequence.
If you want to do a more expensive product or service that's over $100, you want to make
sure that there's something that is attached to this, whether that's a call with them or
a webinar with them at the end of the conversion process.
So I'm gonna lay this out more in detail for you.
I don't want you to be overwhelmed on the end of this video.
Now, two core parts to make your Marketing Automation extremely powerful and you can
tell the core piece that really makes a big difference is the emails themselves.
That's why the subject lines and the content in the emails are so powerful and extremely
important to get right.
Now, I don't want you to be overwhelmed because at the end, as I promised at the beginning,
you're gonna get the exact email templates and automation templates to plug and play
for your business.
But the first thing I want to talk about is how do you write the right subject lines?
Because right now in your inbox and in your target audience's inbox and the people you're
trying to reach, you get endless amounts of emails every single day, every week and every
month, and you don't open all of their emails.
You have spam boxes, you have promotional tabs, so you don't get all of the emails that
you get, so how do you write emails that are high open rate and also high click-through
rate?
Those are the two core factors.
They open, and then they click-through and we get them to take the action that we want
them to take in the email, and make them read the emails.
So the first thing to do with the subject line to get a high open rate is we want to
build curiosity in the subject lines.
We want to make them open the email.
That's what's important.
That's what you want to focus on and you want to make sure that you build curiosity in the
email.
For example, in the emails you can use unfinishing lines, so for example, you can say, did you
know that this is what's going to happen?
Question mark, dot dot dot, or you can use shocking statement subject lines, like this.
You won't believe what just happened, question mark, dot dot dot.
You want to make sure that you build curiosity in subject lines so you make them open the
email itself.
That is the whole goal of the subject line, is that it builds curiosity and it's related
to what you're about to tell them.
Or it builds curiosity in what you're about to tell them.
That's how you get them the open.
That's the whole purpose of a subject line, is to get your target audience to open that
email.
Next core part, is to make sure that the subject and all the content that's in the emails themselves,
is relevant and it builds curiosity.
So what we want to do, too, is we want to make sure that the emails are short and sweet.
Maximum two to three sentences per a line before you go into the line break, and you
want to make sure that it also builds curiosity.
You give them some little bit of description of what you're about to tell them, but you
also want to make sure that you build curiosity so that they click on an image, and they go
into the next part.
So how you want to do this is, you want to start with hey, personalized line, then you
want to have brief, three to four mini paragraphs about what it is that you're gonna be building
curiosity and giving to them.
You want to have an image in the center.
Usually a GIF converts really well, and then what you can do is, you end with two to three
paragraphs, again, mini ones, two to three lines max, and you end with your name or your
company name and then you go with a P.S., again, they can click here and go into the
page.
The whole goal of this email is to get them to take action to go onto your website, or
watch a video, whatever action you want them to take, that's the whole goal of the content
in the email.
So that's what you want you to do, and also at the same time, keep in mind, the first
sentence that you lead with, you want to make sure that it's a statement or something that
catches their attention, hooks them in, and moves them to make sure they read the next
line, the next sentence.
That's the goal of proper copy.
You want to make sure that it glows and they keep reading through your email.
You don't want them to get stuck on one line or they read the first few lines and it's
boring.
You want to hook them in.
Once you hook them in, take them to the next step.
Another tip here is that when they see the first line of the email, you want to make
sure that it's also very curiosity-based and it's a shocking statement.
Why?
Because you want to connect it with the subject line.
If you notice in Gmail or any of the mail servers or services that you use, it shows
a subject line and it shows a little bit of the first sentence of your email.
So you want to make sure that subject line connects with the first line of the email
so that they click and open and they want to read.
That's how you generate more high open rates, and high click-through rates with your email.
Now let's take a look at an example.
So here is an example of the marketing automation email that you receive when you opt in to
the Digital Marketing University on the website.
So you can see that here we lead with the image and then we go into four specific lines
that we build more curiosity.
They go, hey, here are how my companies and prior clients feel confident with spending
millions of dollars every month through their entire marketing system.
You can see I emphasize certain words and certain lines, that catches their attention
in the first line.
Afterwards, I go into saying how it personalizes their communication.
I'll talk about how we're gonna dive deep into this.
I'm gonna show them the exact templates, show them everything they need to know, and as
you can see, there's a GIF here that's sped through on the slides, because this is based
on a presentation that I gave to a few hundred business owners and I use this as the GIF
that's scrolling through the slides really fast.
The reason why I do this, too, is it builds curiosity.
They can't read, and they don't give them the time to read, so that they click through
to actually watch the video.
The next thing you do, you can see that the next few lines below the image of the GIF
is just some summary lines, and I say here, this is what's gonna happen.
I tell them that next week when they receive this email they're gonna get this on a communication
adds, and then I have a green call to action button below.
You can do this as well, and then I just say, my signature and it also has a P.S.
So you can keep your emails like this, this is the format, it keeps it very simple.
It generates high open rates and high click-through rates.
I think this one itself was doing 50% open rates with a few hundred people that are going
through the emails.
Now, three secrets that I want to give you to really over-deliver and take your Marketing
Automation to the next level, is we're gonna start with the first secret.
I want you to reverse engineer the top five to ten websites that you bought products or
services from, and I want you to look at, what emails did they send you?
What were the communications that they gave you?
What assets did they send you?
What videos did they make you watch?
What did they use in the subject line?
What did they use in the email content itself?
How did they get you to click-through, go on the website, watch the videos, read the
content articles, or take any action through the emails?
How many emails did they even send you in the first place?
How did they go through and what did they send you?
And why did they do it, and when you do this, you're gonna get so many key insights on people
that made you take out money from your wallet or take out your credit card and spend it
online.
Now, that's something extremely powerful, and you can use the stuff that you learn,
the insights, and the words that they use, in your own sequence themselves.
Now, the next point, what you can do, is I want you to take a look at your competitors.
Go onto your competitors' websites.
You can Google them, find the websites, go onto the list, and opt in to their marketing
automation platform.
Find out, what emails are they sending you?
How are they sending it?
How are they doing it with their products and services, and what they send, what's their
sequence?
What is the process they're using to get you to buy?
This is gonna give you a lot more critical insights that you can use for your own business
as well.
Now, the third and final one, I want you to go on DMU, Digital Marketing University, on
BensonSung.com, and I want you to opt into the list.
I practice what I preach, and what I'm teaching you as well.
So you can go on there, you can see that you can opt into copy writing, you opt into, if
you want more traffic, you want more leads, or you want more sales, any of those things
are already personalized on the page so when they opt in on the list, you can see that
I'm gonna tell you first expectation email you're gonna receive this, every single two
to three days on just generating traffic for your business.
I segment, I use all the automations that we talked about before, the Welcome, the Value,
the Segmentation, and then you can see how I'm doing it through the B2B space.
If you're in B2B industry, you can see how I'm doing it, you can take it, you can swipe
it, and you can copy it, use some of the elements in there.
You can even model what I'm doing successfully today.
So those are the three tips on how to amplify your Marketing Automation for your own business.
Finally, now that you know how to implement effective Marketing Automation into your business
so you can generate more leads and sales conversions online, don't be overwhelmed, because as promised,
I'm giving you the exact email templates and Marketing Automation templates that you can
just plug and play into your business and you don't have to be figuring this all out
and spending a ton of time or money and trying to do this on your own or with your own team.
Just take it and plug it in.
Now, also at the same time, you can see an expanded post of everything you need to know
and what I just taught you through this video on Digital Marketing University on BensonSung.com.
You can see the expanded post, literally a step by step walkthrough on how to implement
this into your business.
Regardless of what product or service you're selling, the industry that you're in, the
target audience you're going for, or the stage of your business, Marketing Automation is
for you and you want to implement this to really take your growth to the next level.
Three things I want you to do, too, I want you to comment below right now and let me
know what is the first marketing automation from this video that you watched that you're
gonna implement to your business and then let me know if there's any questions and I'll
answer for you in the comments below.
The second thing, I want you to like this video.
Let me know you're liking this content, this video, so that we can keep making these for
you to help you grow your business online.
I don't make any money from this.
This is, again, for me to add value to you, and really give back to the community from
where I'm at right now.
The third thing is, I want to make sure that you subscribe to the channel because every
single week, you're gonna be getting these videos for free on how to grow your business
with digital marketing and all the 12 things that really matter for you to generate more
traffic, leads, and be able to convert them into sales and long-term customers for your
business online.
So thanks for watching this video and make sure that I'll see you in the next one.
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