51. Maximising Sales Through Automation With Barry Moore

51. Maximising Sales Through Automation With Barry Moore

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TRANSCRIPTION: THE CUSTOMER-CENTRIC SHOW PODCAST
with Mel Telecican (Customer-Centric Coach)

Episode 51. Maximising Sales Through Automation With Barry Moore
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Hello and thanks for joining me for episode 51. We have crossed the halfway mark to 100 episodes. Now, today’s episode is going to be a cracking one. It is about saving your time, making things more efficient and allowing you to be able to streamline the sales process so you can convert more potential customers into actual paying ones. It is going to really interesting. And before we get into this can I ask you for some feedback? I am wanting to know what you think of the show and the best way you can do that is on iTunes. You can give us a rating out of 5 and you can also leave us a detailed review even few words for your wish but i will love to hear what you think. If you can do that for me iTunes I will be grateful and look truthfully what it does for this show is it means that the higher rating we get, the more reviews the we get, the higher it sits in iTunes and Stitcher and that means that other business owners get to access this information. So like I said if you think it is giving you value and you are learning from it and you are being able to put these things into action then please leave us rating or review it would be really grateful. Alright let’s get into the show!

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You are listening to the customer centric show with Mel Telecican where we talk successful business owners and experts to share smart ways to attract more customers, profits and freedom by thinking about customers first. Now, here is your host Mel Telecican.

Mel: Today’s guest is Barry Moore and I can safely say that Barry would be the first former fighter pilot we have had on the show. Barry Moore is a former e-commerce executive turned marketing automation specialist & podcaster at The Active Marketer.com. He helps business owners put the power of sales funnels and marketing automation to work in their business. Barry is adamant that one way to make your business more customer centric is to stop sending out boring generic ‘newsletters’ that lead customers straight to the unsubscribe button. Barry’s focus on sales and marketing automation is all about putting behavioral triggers and automated communications in place to get the right message to the right person at the right time. Welcome to the show Barry.

Barry: Thanks so much for having me. Excited to be here.

Mel: Yeah excellent. I can’t want to get stuck into automation. I mean this sounds like it is going to give us a little freedom but let’s kickoff with an example of a business that you know that you believe is customer centric and give us some reasoning as to why?

Barry: I have been thinking about that one and the one that brings to mind is for me at the moment is Netflix. They have really kind of raised the bar in kind of paying attention to what their customers want. They started out as DVD rental kind of thing. Mailed to your house and you can automate the messaging both front and the back end messaging and then you can scale up. Once they are in place you get more people and get more sales. Then they moved to the online streaming and bought a bunch of content and starting streaming TV shows and movies etc. and then watched all that data to determine what their customers really like and now they actually produce TV shows and full length movies. They have turned from the supplier to actual producer. This is what my customer likes, let’s just go out and produce more of that and they decide what you might like based on your previous behavior so you watched these 3 movies I think you will these other ones over here. So really doing their best to watch what you do and tailor that for you and that create customer content that you can’t find anywhere else which is pretty big move for somebody who just started selling DVDs.

Mel: Yeah I have watched the documentary about Netflix and I was quite fascinated that it actually took off at some point because obviously I am different from other people but the whole thought of ordering and waiting for post of your DVDs seemed I guess not great idea to me at first but clearly it was and that as you said listening to their customers and looking at their data and tell what they like and don’t like and suggesting is pretty cool and they got star ratings as well so you can give them that additional. I did see recently actually that I was talking about one of the movies that they were saying was the biggest download of the summer and that actually made everyone hated it and so I am guessing they have data down the detail of where people dropped off during that film as a process of watched the whole thing to the end. So it is pretty fascinating stuff.

Barry: Yeah and they also kind of pioneer binge watching, they created an episode like house of cards which is a fantastic show and unlike other broadcast TV they just don’t release one episode a week and then you tune in next week for next episode, they released like 13 episode at once. So they are not restricting you to how you consume the content either.

Mel: Yeah I would have to agree that’s a great example thanks for sharing that. Now I am going to ask you in more detail about what you do? So you look at sales automation or helping business put that into place as well as marketing automation. Can you break down two concept for us and explain what that means and what that looks like?

Barry: Well I can break it down into two schools. Marketing automation is getting message in front of people, getting them to back to your business and website until they buy something. So once they buy something it becomes how do we deliver that? So marketing automation is how you get them on and sales automation is get the process within your own business and how can we officially deliver more that product and that service inside my own business with my own staff. Does that make sense?

Mel: Yeah so marketing automation is things like EDM electronics direct mails, direct mail SMS what are we talking?

Barry: As I am specialized in kind of the e-mail and online service funnels type of marketing so I don’t get involved too much in the traditional kind of stuff. So it is mostly SMS and e-mail.

Mel: So tell me what is the draw card for you? Why is the scenario focused that you like so much?

Barry: I thought it absolutely fascinating because with these marketing automation platforms and we can talk about some of those later but you can do exactly what we talking about Netflix. So similar once someone subscribes to your e-mail and every business should be getting e-mail list. With marketing automation performance you can actually watch everything that they do. How they interact, what links they click on but even down to what pages on your website they viewed. For example if someone says you are service based business and you have got a product page for one of your services coming for adjustment right and someone got to that page 3 times and they haven’t booked yet, so probably much more qualified lead in some way hasn’t seen that page at all. So you can put automations in place which could be mailing them out special for that product or it could even be to alert yourself or one of your salespeople to say hey Mel was with this page 3 times there is something stopping her from picking that next step and buying that product. So maybe we have sales person reach out to you individually and give you a call and try and find out what is going on and so Netflix monitors everything going on and customizing the experience when you logging into Netflix, the marketing automation platforms can do exactly the same. They can monitor everything you look at and start giving you more what you interested in unless you are not interested.

Mel: Yeah interesting. So I have to ask you question around heat maps. I have heard web portfolio responsible for design talk about heat maps where you see where people going and what they are doing so you can optimize your content or re-format your website. So when you are talking about people coming to particular page of your website, you are talking about being able to identify uniquely who those people are and then being able to direct communication to them is that what you are saying?

Barry: Yeah exactly that. So the heat map example is generic right. it shows at what area of page people looking. But I don’t know who those people are. But once you got someone got into your e-mail list and I know you have given me your mail and address now, I can track everything back to you. Like Mel has looked at this page that day. They are coming to volley trip so they are really interested in volley. So I start sending them e-mail about how great volley is right and then 3 e-mails about how great volley is this time of the year. That very last message is some sort of special offer for the product you can look at for the last month. So it is not a generic e-mail it is going out to everybody. It is much customized to you. Based on the behavior you displayed to us.

Mel: Yeah I was reading something recently Barry talking about this shift to personalized communications or personalized marketing and this year is the year of individualized engagement so this is perfect example of that because you are actually doing it based on the prompts they are giving you through the path way they have travelled on your site. Or through actually e-mail, can we talk about that little bit? What an e-mail or marketing funnel might look like in an e-mail?

Barry: Yeah for sure. So a typical kind of one is let’s say there is 2 kinds of traffic. 1 traffic is people know about you and heard about you and mainly your customers. Then there is call traffic and it is people who never heard you before and have first experience with your brand. So we want to talk to those people slightly differently because all traffic you need to build some trust. I have never heard of your and your brand before, if you just hit me up with some ad to buy something straight away, my defense is going to go up straight away but however if you engage with me on a different level you provide me some content and something that I am interested in and that helps me solve my problems so going back to that health example where physio and you say you have some pain in ankles to, if I run an ad on Facebook for example saying hey are you facing heel pain and I go yes I am, I wouldn’t drive traffic straight to offer. I would drive call to traffic to people that talks about heel pains and the 4 factors that go into causing heel pain and could be your posture or running style. And then one that page somewhere else they get me to download your top 5 shows for people heel pain right. I will take that. So now I got in your e-mail address. It is not a hard sale. I am just providing you some content that solves your problem and then I have given you an example for your name and email address. I have given you lead magnet that further solves your problem. So I have downloaded that for people heel pain, now being that once you sign up I am going to send you 3 to 4 emails outlining the major points within that PDF that say hey if you have this kind of shoe, these are better and these are not etc. I will send you e-mail addressing you about the subject that you asked about.

Mel: Step into deeper dive each time you making content.

Barry: Building the confidence and really do know i can trust and then at some point in there I am going to put in in offer there for some patient for put an offer for running shoes. I am going to hit you up straight away with call traffic. So basically that sales funnel starts very wide. Some people are just going to download the PDF and never talk to us again. If 100 people go top of the funnel we make 10 customers coming to our store at the end of the day. So build out those funnels that direct people to those products. Let someone think about who would like their product. If you want to think about that that’s where we want to get you build up those stops in track between.

Mel: Yeah so it is really important to be understanding the potential variety of issues then mapping out the sort of informational value you can provide progressively so as you said you can build that trust element so that you can introduce the offer or the contact or whatever else. Thank you for explaining that so well. So let’s talk about behavioral triggers. Is that part of what you are just talking about there or is that another step in addition to those?

Barry: It is a little bit in addition to those but it is going back to what you said that is the year of 1 to 1 conversations. How do you have those conversation with someone? Is that you monitor their behavior and you provide them the information that the behavior says they want. So in the real example let’s say you are in a retail shop and there is 20 people coming around your retail shop, you won’t get up on the desk and go hey! Can I help you people? That’s like one to many. Which is what everybody to their e-mail. They do newsletter and blast it out to thousand people whatever and it is the same message to all 10,000 people and it has very low conversion rates because I didn’t ask for that info. That’s where they really go and hit unsubscribe button. With those behavioral trigger come into play is trying to make the messaging that’s going out from your business as close to 1 to 1 conversation as possible. Going back to running show example if I blasted my entire email list with hey these are my top running shoes for heel pain, 90% people will go well I don’t have heel pain. Why do I care about this right? By having those trigger built into system that says hey if somebody downloads this PDF, we are going to send them these messages alright. So they have displayed some behavior on our website, they looked at the piece of content that deal with heel pain so we are going to reply a very certain way to that one individual person rather than blasting out a generic message to 10000 people. So some behavior trigger can be one where there is e-mail when someone clicks on particular link in email, when someone visit website and they haven’t bought anything yet, they just displayed a behavior that they are running in that website. So let’s talk start sending them more information about the website and the benefits it will give and here is somebody who came to our clinic and now they just finished the pain call. By watching the customers behavior whether it is looking at the webpage or click a link or opening an e-mail, forwarding e-mail or clicking social media link whatever that happens to be. We can tailor the message based on the behavior they displayed.

Mel: Excellent and the great thing about this is that smallest of businesses you can actually start this and it is not necessarily expensive process to start right.

Barry: Exactly. So this used to be domain of the really big ended town where people have lots of marketing pages. These marketing on mission platform used to call us 1000s of dollars to set up and we are still complex that you needed dedicated resource just to run the thing. As with all technology comes democratize everything you use, you can put one these to play in your business starting at 9-10 dollars a month. So they become much easier to use so you can really buy product that forces you to think about sales cycle. We use 3 pillars at the eco market which is designed on the man scale. So the first thing is how do I design my customer folio through my business. Most business owners haven’t even thought of that. They just think customer show up and everything is good but they haven’t thought about the path those customer take to your business. So you design those paths to the business then you can automate the messaging and then you can scale it up once the automation in place you can put more people onto the train and get more sales.

Mel: And so that process is something that you can constantly evolve to right. So something you see is not working in a way you setup the path I guess and you can actually re-adjust and assure that what is resonating and what is getting people in terms of converting to a sale.

Barry: Yeah much the way you talked about that Netflix movie. May be everyone drops off at 20 minutes mark, you can do the same thing. If I am sending out 5 e-mail sequence and I notice everyone starts opening e-mail fully and my offer happens to be an e-mail for so guess what we need some tweak in there because know no one is getting the offer. So we might assure the sequence or we might put the offer further forward in the sequence or just look at the stats and tell us what the stats are telling us and adjust the game plan from there.

Mel: Excellent. Now I am going to take back a step back to ask you a little bit back about your background because I know you have a background as a pilot in the air force and now is it leisure craft that you take out? What is it that you do now?

Barry: Yeah I fly part time whenever I can but the marketing automation is really my baby. I might really just order my aeroplane. Pretty excited about that but the good thing is it is a very good airplane it is like it is a new plane just been re-designed from the ground to be kind of most consumer plane in the world and the bad news is it is a brand new air plane they just started production and I have slight number 2042 so it is about 3 years before I get my.

Mel: Oh it is the waiting patiently. So you worked in the flight center is that right? This with automation became something interest you or is it further down the track?

Barry: Yeah exactly right. So travel is a great example of people who have strong preferences of things right. it lend itself really well to those kind of behavior based trigger. So if someone is interested in destination or specific of feegee or whatever, they are displaying that interest based on pages and the things they click on etc. So it learn itself really to upping the conversion rates if I can send people more information about what they are interested in less information instead of just generic hey that sounds special. I know that Mel displayed interest in feegee number of times now so before I send you any other offers you might have that feegee offer every time it comes up which comes up to a higher probability of sale and better repeat sale as well.

Mel: Yeah so even to the next level then say for example I am looking at feegee but I am looking at certain price range that you can actually assume that’s the area I am comfortable in, any feature correspondence may be specific. Is that what you think?

Barry: Absolutely and you do something cool which I haven’t mentioned. So the back-end system that run all this stuff, you can set up scores in the system that says for example if anybody open an e-mail we assign them one point, if they happen to click on the link in the e-mail which is higher level of engagement they get 3 points. If they visit sales page for particular product they might get 10 points. So over time people are going to be building points in the system and then you can have thresholds in the system that says anytime anybody bottles up 100 points, send me an e-mail personally so I can reach out personally to that person because they 10 times more engaged than the normal person. If you are in a networking event and there is 100 people in the room, you might have 10 people in the room that are interested in your product or your service. Would it right if there magic spot light in there and show all those 10 people? That what lead scoring can do. So you can setup all that in the background and every now and then you get ping someone got over 100 points.

Mel: That’s great and cool and that’s something you can tweak as well and find out whether they really are determined to qualify to convert leads as you test and measure. Interesting. Now I am going to ask you then some examples of types of businesses that you have done this process for. You have actually done the mapping out of the path that their customers are going to take. You are automating the processes and enable right through to scaling the business. Can you give us a little bit of rundown of what you have done in the success stories and the impact that it had in the automation business for the people in those roles?

Barry: Yeah it applies to any kind of business. So my customers are diverse as people who sell cars to people in franchise sales. So anything can really be applied. So for example our customers had a big commercial real estate in Washington states and they had this big new commercial state facility they wanted to get brokers to tourists and broker’s give them return sell these to office space within the facility. So we set a big front-end and back-end marketing sales pipeline which allowed the owner to reach the most brokers with least amount of people. So reaching out 10000 people take a lot in organized fashion would take a lot of people traditionally. So we built automated funnel where they would send out some information in the post and there is series of e-mail that followed up few days later. Then we started hitting them up with the development and tracking who is opening those emails and visit the website for development and those people are getting lead scores so now we have pool of people for the internal sales team to reach out to you so we are able to do this and convert people to 2 of the facility with just one out bound sales person because that lead scoring is growing up people with most interest in. So instead of that sales person chasing time and making bunch of cold calls, here is just getting pop, pop, pop, this person is interested. And then you can pick up the phone and call that person. That was about doing a whole lot more with very small pool of resources. So traditionally it would 5 or 10 people to get done but we take just 1 outbound salesperson.

Mel: Yeah that is huge and I am on always say e-mail capture and being to get that information because being able to reach those people who are actually interesting in what you are doing as a post to marketing in avenues that just scattered broad. This is just so tailored and it is time effective with endless benefits.

Barry: Yeah it is close to that 1 on 1 discussion we are talking about. It is close to that 1 on 1 conversation that you can possibly get with e-mail.

Mel: Yeah excellent. Alright so what is it then that you do that’s different from other people who are planning out customer’s paths and automation processes? What do you think it is that separates you?

Barry: I have got background across a lot of different businesses and a lot of different type of businesses. So a lot of people focus on the front-end like how do we get people e-mail address but they just doesn’t seem to be a lot of people that focus on what happens after we get that e-mail address. There is a lot of noise of landing pages and lead magnets and facebook and all that kind of stuff. So we can grab someone e-mail like you just said. But nobody talk about how much you got that in an e-mail.

Mel: And that’s the downfall right because people realize that good in doing it but that consistency and that mapping it out, I would think that your point of difference would be understanding that customer journey or talking that through with clients to be able to really map it out well because for your property clients you are mentioning before, that could have had a poor result had you not been aware of the things of how that typically work from talking to your client right?

Barry: Exactly right and just one of these automated sequenced can make a dramatic difference straight away so typical example we like to start with in a lot of cases is simple cart of sequence and you probably seen this if you ever gone to amazon and looked at something but you put something in the shopping cart for whatever reason you decided not to buy and you go away and then the next day it says hey Mel are you interested in that camera you were looking yesterday? That simple car sequence is just reminds you that hey you wanted to buy this yesterday so what has changed? That can bring back typically 20%. It is absolutely huge right. So of all the 10 people walk away you bringing 2 back to buy again. So that’s money that just talk walked out of the door if you don’t have that kind of stuff.

Mel: Yeah excellent. So that’s a perfect example and thank you for mapping out exactly what it is. Now if you are going to start off a business that you never done before and you got a small list. What would you say the absolute essentials like I am guessing this could be as complicated as you want to be or can be basic, what would you say the necessities in starting this process?

Barry: Well the first thing if you have small list you want to grow bigger one. So I would have no like or trust sequence or sometimes called the introduction sequence. So I can get cold traffic in but like we talked about with those Facebook ads or with some other kind of paid ads or even organic traffic which is coming from search engines. If someone lands piece of content on my website, there is very specific to what they are looking at so going back to that kind of health professional if I got a lot of content in my site about exercise, I wouldn’t have one generic opt in, I would a mind setup then I would a nutrition up. I want those opt in to be specifically targeted as possible and then once someone has opted in then I got that no like and trust sequence that is out there so I can build some rapport with that customer. So using that opt in magnet or that lead magnet to start growing the list then behind that sits the no like and trust sequence to turn that into one lead. So that would be kind of the first one that you normally would put in place which is what I call lead capture sequence. Then I would put some leads going in place to figure out people who are more engaged than others. So we can put these scoring to identify who is most engaged. Even there is a famous copywriter called Dean Jackson and he has a famous e-mail which is something like hey are you still interested in x right. So if someone come to my run in clinic page I would hit them up with email that say hey you still interested in the running clinic? It doesn’t have to fully and html templates or anything. That goes a long way and bring people back to what they have already displayed and interested.

Mel: Yeah absolutely. Subject line is really key to isn't it? And actually very short content wise there is also a push from the creative looking professional sort of online magazine looking e-mail to the back to the regular e-mail that you and I send each other. What do you suggest around subject lines to promote opening because our inbox are busy, cut through needs to be done really well. Do you have any tips around that?

Barry: Yeah for sure and quickly to talk to that normal looking e-mail. That goes to something called the deliverability. So google want to deliver the most relevant message to the inbox and they are putting all the other ones in the promotions table or whatever. So if your email looks like your conversation tip that people normally have, it is going to have better change to getting to that inbox and by passing the tabs. So just keep that in mind. Subject lines is kind of lateral right. It is used to sell the open. The scopes are designed to sell the click, clicks designed to sell the product, products page is designed to sell the product. So it is a bit of a lateral. Just short opening subject lines, open loops are good things to put in there like are you making these 5 mistakes? That really makes me open that because I know really I am I don’t know. So you want those open loop kind of subject lines. So yes something that’s short to the point and ideally creates an open loop to the reader's head then you are just satisfies. So I just told you this 5 bad things that you could happen into your running style into what they were. You must know what those 5 things are hah and that goes a long way to selling the open. An interesting human behavior is people who act to avoid a loss at a greater rate to act to gain a benefit. So for example if I had 2 subject lines that said 5 tips would make you healthy, and the other subject line says 5 foods that are making you fat, I guarantee second one going to get more opened than the first.

Mel: Yeah absolutely. I am just going to go back, you just said something before that subject line is there to sell the open, the content is about selling he click, and click is about then selling the product page which then sells the product. I thought that was a great sequence so thank you for and I had to recap that because I thought it had some great value to be able to map things out.

Barry: Yeah baby steps one thing at a time. You need to make sure that you program it and it top along the way.

Mel: Yeah so that’s one of the common mistakes that just may be sending out that generic email that applies to everybody but doesn’t resonate with too many and what is the mother mistake that people make in their e-mail.

Barry: They don’t give thought to it, they just blast an e-mail and those kind of generic newsletters might get 3 to 6 to 10% open rate where these behaviorally targeted ones are like 50 to 70 percent. Because they are highly targeted based on the customer behavior. So thinking that everybody want to hear about your business is probably the biggest mistake. People don’t want to hear about business. People want to know how your business solves their problem.

Mel: Yeah I received an email recently about clothing brand that sells both gender clothes and I see a tendency time and time again this is very well respected brands for a long time and I get sent updates from men wear and I think it is just a shame because it is a missed opportunity and I guess because sort of industry that I am in and they are interested in it that puts a bad taste in my mouth, I wonder does that how it feels for everyone else?

Barry: Well that’s it. It just becomes noise and people just hit the unsubscribe button. But imagine that same e-mail have men clothing in it at very better than just having men or women one of them clothing’s in and the best step yet would be it has women clothing but you are looking at for the last 2 months because I have been tracking what you have been looking at like I said.

Mel: But it is helpful right.

Barry: Yeah it may seem creepy but what it is actually doing at the end of the day is getting that customer the information that he is interested in. isn't that what businesses all about? So if you paying for jacket last month and I send you more stuff but if you are looking at jackets and I send you jacket special then bang there is higher conversion rates to a sale in there.

Mel: And it does happen a lot and I am thinking down here the reason that business doesn’t know that I am female is either they haven’t asked me at the point of entry so my next question is around how do you get all of that information? Is it done sort of in a stage by stage? I know it is really about trying to get people to get on your list for making that seamless as easy as possible but how do you then get that extra information you do so you can tailor it better?

Barry: The most accurate way to get it is to actually ask but I need to ask in a way that makes it good for you not good for me. If I ask in a giving way, instead of a taking way you are very much taking it. So if I send survey that say Hey Mel we had great experience with you last time, can you send us more of what you are interested in the most? You filling this quick survey and at the end of it that will give you 50% off and I ask you if you are male or female and then I ask some of your preferences. What kind of clothes do you like? Someone who does it well an online brand on Australia called Kent Online. They are clothing brand it is pretty cool. They send you a whole box of clothes to try and you go oh I like these and keep them and you send back the other ones.

Mel: Oh I heard about this right okay.

Barry: But they have this whole survey at the beginning that says what kind of clothes do you like? Do you go in the offices every day? It is kind of casual. And then they kind of go into what kind of brands do you like. So they build this whole profile and guess what all the marketing that comes to you based on profile that you filled out and what that does for me is person know that I am not getting bunch of rubbish clothes in my box. I am just getting this stuff that I am interested in. The ideal way is to ask someone. Do it in a giving way not a creepy way. It can better target for you. I don’t want waste your time sending you bunch of stuff you want. I want you get the experience you can. If you can add in please answer these 5 questions. It would surely help you out with also the 5% off or whatever. Now I got that information directly from you. The certain way you can get it is the consumer bases in and you can take your e-mail and if that email is in database where it can tell me what sex you are, where you live, in States it is super creepy. With consumer database you can bounce e-mail addresses and it will come back with some information but that maybe months and years out of date.

Mel: That’s right. So how far down the line then? Let’s say you bought someone on your list, you sent them the welcoming information, do you ask them straight up? Is it down the line? When do you suggest it is done?

Barry: The answer is at the right time. So if it is one traffic then it is more receptive to my brand and more receptive on message. I don’t need to 30 know me. Hopefully they would like to trust me so there is not as much of an engagement process there so I can ask those types of people more frequently or whatever. You just need to slow down. So it is kind of like dating. You want to do it at the right time.

Mel: Yeah now it makes perfect sense and thank you for breaking it down into the warm leads into cold leads because that does makes perfect sense. Well you have been a wealth of knowledge today Berry so thank you for fantastic information you shared. Now I want you to tell me what is something that you working on the moment that’s coming out that you are excited about and you would like to share with us?

Barry: Yeah one of the things that I am excited about as well is starting my own membership around marketing automation. So my try follows me to active marketer. Those people that are kind of actively following me want to know how I do this stuff all around, they want somebody teach them how to do it. So that’s how do it 1 on 1 and where people give access to me and they can ask questions and we can do webinars and seats and all around and you can put seats in your business see in more and we can break it down to if we can bring physio trainer person and then we will have automation templates inside the community that you can just download and put into your system and you just customize the copy and the way you go. So I am pretty excited about that and building that out at the moment in January or February type of launch so that’s very much consuming all my time at the moment.

Mel: Yeah that does sound exciting. I get to ask you this question before we go is what sort of platform people do this on? What do you recommend? What works?

Barry: This is kind of free basic platforms at that kind of small business consumer level. There is other platforms at the higher and bigger in the town where people have 5 or 6 digit marketing budget but for the small business owner out there who want to introduce themselves and there are few active campaigns in my personal favor. Because that’s when you can get started with inexpensively and the cost ramp up as your list grow. So if you are 500 people on your list it kind of start at 9 dollars a month. But as you ramp up 20,000 people your cost goes up but you should certainly be monetizing that audience by then. So there is active campaign which is my favorite. Entre report is another one. Agile CRM is another one and there is another one dripped which is automation platform. So whatever the one makes more sense for your business but I think for my experience people and the light ball comes on quicker with active campaign and other systems get it because it is easy to use. But still very deep like you can get started simply but you can keep adding more and more advance features as you can get more comfortable for two.

Mel: Excellent that’s what we want to hear. Barry if people want to follow you or find where you websites, podcasts are? Where can they do that?

Barry: Just check out theactivemarketer.com, we have got podcasts as you said there is podcasts about marketing information there so if you want to learn tactics text me and share automations and funnel I will share that you can put into your business and personally my twitter account is Barry_moore you will get me there.

Well I hope that episode has really got you thinking about how you could be automating the processes and yet personalizing them for your audience, I think that has got some real value so I do hope that it has been a worthwhile listen for you today. Now before you do I would like to bring to your attention and organization by the name of Nora and this is not a paid presentation or paid post, it is actually just to let you know about Nora so you can go and investigate for yourself. What Nora does is they are association who look after retailers, they have fantastic resources they pull together. Webinars and even events and I want to bring your attention to some of events that I have got coming up around the country in just a few days February 11th actually there is an expedition to Lush, it is that cosmetics brand and that you have heard and if you ever walked into their stores it really is very sensory experience visually and fragrant as well. So what they would be talking about is how they managed to excel in terms of customer service and what they are doing to keep their employees happy. So staff satisfaction, staff engagement really worth checking those guys out and investigating and then on the March the 11th in Brisbane there is another holiday expedition to beginning boutique a thriving online fashion and accessory retailer as well as edible blooms. They are those people who put together chocolates and send those out and look the reason I think it is great is because this is an opportunity for you to see behind the scenes of how these businesses work you know. For us as retailers or as business owners we don’t always get to lid on businesses and ask questions in detail and these expeditions do that so I will be getting to Brisbane and I hope to see you there if you are in that part of the world and look if you really want to check them out and I do suggest that you do, head on over to their website it is nora.org.au. I think it is really worth investigating. Thanks for tuning into today's episode I do have you to enjoy it and look please let me know if you got some tips of who you think I should be speaking to, if I am missing someone that you believe I should need to chat to, please do contact me. You can do that at Mel@customercentriccoach.com or just going into my social media links if you are interest there. Thanks again and I am looking forward to bringing you next episode next Tuesday.

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Thanks for listening to the customer centric show. For additional smart ways to attract more customers, profits and freedom head on over to the website www.customercentricshow.com.


Barry Moore

Maximising Sales Through Automation

Barry Moore is a former e-commerce executive turned marketing automation specialist & podcaster at The Active Marketer.com. He helps business owners put the power of sales funnels and marketing automation to work in their business. Barry is adamant that one way to make your business more customer centric is to stop sending out boring generic ‘newsletters’ that lead customers straight to the unsubscribe button. Barry’s focus on sales and marketing automation is all about putting behavioural triggers and automated communications in place to get the right message to the right person at the right time.

 

During my conversation with Barry he shares:

  • What automated marketing and sales includes
  • The benefits of setting up automation processes within a marketing plan
  • How to individually track potential customers who come into contact with your business online
  • How automation increases ‘hot’, ‘warm’ and even ‘cold’ leads to sales
  • The type of content that builds trust when communicating to potential clients
  • Behavioural triggers to optimise sales
  • Why ‘one-to-many’ marketing messages is ineffective and what to do instead
  • How to identify problems potential customers have and how to automate their path to the solution (your business!)
  • The need to identify the ‘customer path’ in your business
  • ‘Lead Scoring’ explained
  • Examples of results achieved from automation
  • Where to start to begin an automated process; and
  • The ‘ladder’ sequence to get higher email open rates that transfer to sales

 

Selected Links From This Episode

  • Netflix – Barry’s example of a Customer-Centric business – For their personalisation of content and new material based on audience data
  • Kent & Lime – an example of how a business personalises their product and content
  • Barry’s Podcast and Business –  The Active Marketer

 

When creating content for potential customers to consume (example of a Chiropractor):

“What’s someone thinking about who would like their product? They’re thinking, ‘my heels hurt when I run’…” Barry Moore

 

“Monitor behaviour and provide them information that the behaviour says they want…Try to make the messaging that’s going out from your business as close to a one-on-one conversation as possible” Barry Moore

 

On Google deliverability in gmail: “ If your email looks like a conversation that two people would normally have, it’s got a better chance of getting to that inbox” Barry Moore

 

Talking subject lines in email: “People will act to avoid a loss at a greater rate than they will act to gain a benefit. For example, if I had two subject lines that said ‘the 5 foods that will make your healthy’ and the other says’ the 5 foods that are making you fat’ I guarantee that second one is going to get more opens than the first” Barry Moore
“Thinking that everyone wants to hear about your business is probably the biggest mistake…People want to know how your business helps solve their problem” Barry Moore

Read Full Transcript

TRANSCRIPTION: THE CUSTOMER-CENTRIC SHOW PODCAST
with Mel Telecican (Customer-Centric Coach)

Episode 51. Maximising Sales Through Automation With Barry Moore
___________________________________________________________________________________________________

Hello and thanks for joining me for episode 51. We have crossed the halfway mark to 100 episodes. Now, today’s episode is going to be a cracking one. It is about saving your time, making things more efficient and allowing you to be able to streamline the sales process so you can convert more potential customers into actual paying ones. It is going to really interesting. And before we get into this can I ask you for some feedback? I am wanting to know what you think of the show and the best way you can do that is on iTunes. You can give us a rating out of 5 and you can also leave us a detailed review even few words for your wish but i will love to hear what you think. If you can do that for me iTunes I will be grateful and look truthfully what it does for this show is it means that the higher rating we get, the more reviews the we get, the higher it sits in iTunes and Stitcher and that means that other business owners get to access this information. So like I said if you think it is giving you value and you are learning from it and you are being able to put these things into action then please leave us rating or review it would be really grateful. Alright let’s get into the show!

*MUSIC*

You are listening to the customer centric show with Mel Telecican where we talk successful business owners and experts to share smart ways to attract more customers, profits and freedom by thinking about customers first. Now, here is your host Mel Telecican.

Mel: Today’s guest is Barry Moore and I can safely say that Barry would be the first former fighter pilot we have had on the show. Barry Moore is a former e-commerce executive turned marketing automation specialist & podcaster at The Active Marketer.com. He helps business owners put the power of sales funnels and marketing automation to work in their business. Barry is adamant that one way to make your business more customer centric is to stop sending out boring generic ‘newsletters’ that lead customers straight to the unsubscribe button. Barry’s focus on sales and marketing automation is all about putting behavioral triggers and automated communications in place to get the right message to the right person at the right time. Welcome to the show Barry.

Barry: Thanks so much for having me. Excited to be here.

Mel: Yeah excellent. I can’t want to get stuck into automation. I mean this sounds like it is going to give us a little freedom but let’s kickoff with an example of a business that you know that you believe is customer centric and give us some reasoning as to why?

Barry: I have been thinking about that one and the one that brings to mind is for me at the moment is Netflix. They have really kind of raised the bar in kind of paying attention to what their customers want. They started out as DVD rental kind of thing. Mailed to your house and you can automate the messaging both front and the back end messaging and then you can scale up. Once they are in place you get more people and get more sales. Then they moved to the online streaming and bought a bunch of content and starting streaming TV shows and movies etc. and then watched all that data to determine what their customers really like and now they actually produce TV shows and full length movies. They have turned from the supplier to actual producer. This is what my customer likes, let’s just go out and produce more of that and they decide what you might like based on your previous behavior so you watched these 3 movies I think you will these other ones over here. So really doing their best to watch what you do and tailor that for you and that create customer content that you can’t find anywhere else which is pretty big move for somebody who just started selling DVDs.

Mel: Yeah I have watched the documentary about Netflix and I was quite fascinated that it actually took off at some point because obviously I am different from other people but the whole thought of ordering and waiting for post of your DVDs seemed I guess not great idea to me at first but clearly it was and that as you said listening to their customers and looking at their data and tell what they like and don’t like and suggesting is pretty cool and they got star ratings as well so you can give them that additional. I did see recently actually that I was talking about one of the movies that they were saying was the biggest download of the summer and that actually made everyone hated it and so I am guessing they have data down the detail of where people dropped off during that film as a process of watched the whole thing to the end. So it is pretty fascinating stuff.

Barry: Yeah and they also kind of pioneer binge watching, they created an episode like house of cards which is a fantastic show and unlike other broadcast TV they just don’t release one episode a week and then you tune in next week for next episode, they released like 13 episode at once. So they are not restricting you to how you consume the content either.

Mel: Yeah I would have to agree that’s a great example thanks for sharing that. Now I am going to ask you in more detail about what you do? So you look at sales automation or helping business put that into place as well as marketing automation. Can you break down two concept for us and explain what that means and what that looks like?

Barry: Well I can break it down into two schools. Marketing automation is getting message in front of people, getting them to back to your business and website until they buy something. So once they buy something it becomes how do we deliver that? So marketing automation is how you get them on and sales automation is get the process within your own business and how can we officially deliver more that product and that service inside my own business with my own staff. Does that make sense?

Mel: Yeah so marketing automation is things like EDM electronics direct mails, direct mail SMS what are we talking?

Barry: As I am specialized in kind of the e-mail and online service funnels type of marketing so I don’t get involved too much in the traditional kind of stuff. So it is mostly SMS and e-mail.

Mel: So tell me what is the draw card for you? Why is the scenario focused that you like so much?

Barry: I thought it absolutely fascinating because with these marketing automation platforms and we can talk about some of those later but you can do exactly what we talking about Netflix. So similar once someone subscribes to your e-mail and every business should be getting e-mail list. With marketing automation performance you can actually watch everything that they do. How they interact, what links they click on but even down to what pages on your website they viewed. For example if someone says you are service based business and you have got a product page for one of your services coming for adjustment right and someone got to that page 3 times and they haven’t booked yet, so probably much more qualified lead in some way hasn’t seen that page at all. So you can put automations in place which could be mailing them out special for that product or it could even be to alert yourself or one of your salespeople to say hey Mel was with this page 3 times there is something stopping her from picking that next step and buying that product. So maybe we have sales person reach out to you individually and give you a call and try and find out what is going on and so Netflix monitors everything going on and customizing the experience when you logging into Netflix, the marketing automation platforms can do exactly the same. They can monitor everything you look at and start giving you more what you interested in unless you are not interested.

Mel: Yeah interesting. So I have to ask you question around heat maps. I have heard web portfolio responsible for design talk about heat maps where you see where people going and what they are doing so you can optimize your content or re-format your website. So when you are talking about people coming to particular page of your website, you are talking about being able to identify uniquely who those people are and then being able to direct communication to them is that what you are saying?

Barry: Yeah exactly that. So the heat map example is generic right. it shows at what area of page people looking. But I don’t know who those people are. But once you got someone got into your e-mail list and I know you have given me your mail and address now, I can track everything back to you. Like Mel has looked at this page that day. They are coming to volley trip so they are really interested in volley. So I start sending them e-mail about how great volley is right and then 3 e-mails about how great volley is this time of the year. That very last message is some sort of special offer for the product you can look at for the last month. So it is not a generic e-mail it is going out to everybody. It is much customized to you. Based on the behavior you displayed to us.

Mel: Yeah I was reading something recently Barry talking about this shift to personalized communications or personalized marketing and this year is the year of individualized engagement so this is perfect example of that because you are actually doing it based on the prompts they are giving you through the path way they have travelled on your site. Or through actually e-mail, can we talk about that little bit? What an e-mail or marketing funnel might look like in an e-mail?

Barry: Yeah for sure. So a typical kind of one is let’s say there is 2 kinds of traffic. 1 traffic is people know about you and heard about you and mainly your customers. Then there is call traffic and it is people who never heard you before and have first experience with your brand. So we want to talk to those people slightly differently because all traffic you need to build some trust. I have never heard of your and your brand before, if you just hit me up with some ad to buy something straight away, my defense is going to go up straight away but however if you engage with me on a different level you provide me some content and something that I am interested in and that helps me solve my problems so going back to that health example where physio and you say you have some pain in ankles to, if I run an ad on Facebook for example saying hey are you facing heel pain and I go yes I am, I wouldn’t drive traffic straight to offer. I would drive call to traffic to people that talks about heel pains and the 4 factors that go into causing heel pain and could be your posture or running style. And then one that page somewhere else they get me to download your top 5 shows for people heel pain right. I will take that. So now I got in your e-mail address. It is not a hard sale. I am just providing you some content that solves your problem and then I have given you an example for your name and email address. I have given you lead magnet that further solves your problem. So I have downloaded that for people heel pain, now being that once you sign up I am going to send you 3 to 4 emails outlining the major points within that PDF that say hey if you have this kind of shoe, these are better and these are not etc. I will send you e-mail addressing you about the subject that you asked about.

Mel: Step into deeper dive each time you making content.

Barry: Building the confidence and really do know i can trust and then at some point in there I am going to put in in offer there for some patient for put an offer for running shoes. I am going to hit you up straight away with call traffic. So basically that sales funnel starts very wide. Some people are just going to download the PDF and never talk to us again. If 100 people go top of the funnel we make 10 customers coming to our store at the end of the day. So build out those funnels that direct people to those products. Let someone think about who would like their product. If you want to think about that that’s where we want to get you build up those stops in track between.

Mel: Yeah so it is really important to be understanding the potential variety of issues then mapping out the sort of informational value you can provide progressively so as you said you can build that trust element so that you can introduce the offer or the contact or whatever else. Thank you for explaining that so well. So let’s talk about behavioral triggers. Is that part of what you are just talking about there or is that another step in addition to those?

Barry: It is a little bit in addition to those but it is going back to what you said that is the year of 1 to 1 conversations. How do you have those conversation with someone? Is that you monitor their behavior and you provide them the information that the behavior says they want. So in the real example let’s say you are in a retail shop and there is 20 people coming around your retail shop, you won’t get up on the desk and go hey! Can I help you people? That’s like one to many. Which is what everybody to their e-mail. They do newsletter and blast it out to thousand people whatever and it is the same message to all 10,000 people and it has very low conversion rates because I didn’t ask for that info. That’s where they really go and hit unsubscribe button. With those behavioral trigger come into play is trying to make the messaging that’s going out from your business as close to 1 to 1 conversation as possible. Going back to running show example if I blasted my entire email list with hey these are my top running shoes for heel pain, 90% people will go well I don’t have heel pain. Why do I care about this right? By having those trigger built into system that says hey if somebody downloads this PDF, we are going to send them these messages alright. So they have displayed some behavior on our website, they looked at the piece of content that deal with heel pain so we are going to reply a very certain way to that one individual person rather than blasting out a generic message to 10000 people. So some behavior trigger can be one where there is e-mail when someone clicks on particular link in email, when someone visit website and they haven’t bought anything yet, they just displayed a behavior that they are running in that website. So let’s talk start sending them more information about the website and the benefits it will give and here is somebody who came to our clinic and now they just finished the pain call. By watching the customers behavior whether it is looking at the webpage or click a link or opening an e-mail, forwarding e-mail or clicking social media link whatever that happens to be. We can tailor the message based on the behavior they displayed.

Mel: Excellent and the great thing about this is that smallest of businesses you can actually start this and it is not necessarily expensive process to start right.

Barry: Exactly. So this used to be domain of the really big ended town where people have lots of marketing pages. These marketing on mission platform used to call us 1000s of dollars to set up and we are still complex that you needed dedicated resource just to run the thing. As with all technology comes democratize everything you use, you can put one these to play in your business starting at 9-10 dollars a month. So they become much easier to use so you can really buy product that forces you to think about sales cycle. We use 3 pillars at the eco market which is designed on the man scale. So the first thing is how do I design my customer folio through my business. Most business owners haven’t even thought of that. They just think customer show up and everything is good but they haven’t thought about the path those customer take to your business. So you design those paths to the business then you can automate the messaging and then you can scale it up once the automation in place you can put more people onto the train and get more sales.

Mel: And so that process is something that you can constantly evolve to right. So something you see is not working in a way you setup the path I guess and you can actually re-adjust and assure that what is resonating and what is getting people in terms of converting to a sale.

Barry: Yeah much the way you talked about that Netflix movie. May be everyone drops off at 20 minutes mark, you can do the same thing. If I am sending out 5 e-mail sequence and I notice everyone starts opening e-mail fully and my offer happens to be an e-mail for so guess what we need some tweak in there because know no one is getting the offer. So we might assure the sequence or we might put the offer further forward in the sequence or just look at the stats and tell us what the stats are telling us and adjust the game plan from there.

Mel: Excellent. Now I am going to take back a step back to ask you a little bit back about your background because I know you have a background as a pilot in the air force and now is it leisure craft that you take out? What is it that you do now?

Barry: Yeah I fly part time whenever I can but the marketing automation is really my baby. I might really just order my aeroplane. Pretty excited about that but the good thing is it is a very good airplane it is like it is a new plane just been re-designed from the ground to be kind of most consumer plane in the world and the bad news is it is a brand new air plane they just started production and I have slight number 2042 so it is about 3 years before I get my.

Mel: Oh it is the waiting patiently. So you worked in the flight center is that right? This with automation became something interest you or is it further down the track?

Barry: Yeah exactly right. So travel is a great example of people who have strong preferences of things right. it lend itself really well to those kind of behavior based trigger. So if someone is interested in destination or specific of feegee or whatever, they are displaying that interest based on pages and the things they click on etc. So it learn itself really to upping the conversion rates if I can send people more information about what they are interested in less information instead of just generic hey that sounds special. I know that Mel displayed interest in feegee number of times now so before I send you any other offers you might have that feegee offer every time it comes up which comes up to a higher probability of sale and better repeat sale as well.

Mel: Yeah so even to the next level then say for example I am looking at feegee but I am looking at certain price range that you can actually assume that’s the area I am comfortable in, any feature correspondence may be specific. Is that what you think?

Barry: Absolutely and you do something cool which I haven’t mentioned. So the back-end system that run all this stuff, you can set up scores in the system that says for example if anybody open an e-mail we assign them one point, if they happen to click on the link in the e-mail which is higher level of engagement they get 3 points. If they visit sales page for particular product they might get 10 points. So over time people are going to be building points in the system and then you can have thresholds in the system that says anytime anybody bottles up 100 points, send me an e-mail personally so I can reach out personally to that person because they 10 times more engaged than the normal person. If you are in a networking event and there is 100 people in the room, you might have 10 people in the room that are interested in your product or your service. Would it right if there magic spot light in there and show all those 10 people? That what lead scoring can do. So you can setup all that in the background and every now and then you get ping someone got over 100 points.

Mel: That’s great and cool and that’s something you can tweak as well and find out whether they really are determined to qualify to convert leads as you test and measure. Interesting. Now I am going to ask you then some examples of types of businesses that you have done this process for. You have actually done the mapping out of the path that their customers are going to take. You are automating the processes and enable right through to scaling the business. Can you give us a little bit of rundown of what you have done in the success stories and the impact that it had in the automation business for the people in those roles?

Barry: Yeah it applies to any kind of business. So my customers are diverse as people who sell cars to people in franchise sales. So anything can really be applied. So for example our customers had a big commercial real estate in Washington states and they had this big new commercial state facility they wanted to get brokers to tourists and broker’s give them return sell these to office space within the facility. So we set a big front-end and back-end marketing sales pipeline which allowed the owner to reach the most brokers with least amount of people. So reaching out 10000 people take a lot in organized fashion would take a lot of people traditionally. So we built automated funnel where they would send out some information in the post and there is series of e-mail that followed up few days later. Then we started hitting them up with the development and tracking who is opening those emails and visit the website for development and those people are getting lead scores so now we have pool of people for the internal sales team to reach out to you so we are able to do this and convert people to 2 of the facility with just one out bound sales person because that lead scoring is growing up people with most interest in. So instead of that sales person chasing time and making bunch of cold calls, here is just getting pop, pop, pop, this person is interested. And then you can pick up the phone and call that person. That was about doing a whole lot more with very small pool of resources. So traditionally it would 5 or 10 people to get done but we take just 1 outbound salesperson.

Mel: Yeah that is huge and I am on always say e-mail capture and being to get that information because being able to reach those people who are actually interesting in what you are doing as a post to marketing in avenues that just scattered broad. This is just so tailored and it is time effective with endless benefits.

Barry: Yeah it is close to that 1 on 1 discussion we are talking about. It is close to that 1 on 1 conversation that you can possibly get with e-mail.

Mel: Yeah excellent. Alright so what is it then that you do that’s different from other people who are planning out customer’s paths and automation processes? What do you think it is that separates you?

Barry: I have got background across a lot of different businesses and a lot of different type of businesses. So a lot of people focus on the front-end like how do we get people e-mail address but they just doesn’t seem to be a lot of people that focus on what happens after we get that e-mail address. There is a lot of noise of landing pages and lead magnets and facebook and all that kind of stuff. So we can grab someone e-mail like you just said. But nobody talk about how much you got that in an e-mail.

Mel: And that’s the downfall right because people realize that good in doing it but that consistency and that mapping it out, I would think that your point of difference would be understanding that customer journey or talking that through with clients to be able to really map it out well because for your property clients you are mentioning before, that could have had a poor result had you not been aware of the things of how that typically work from talking to your client right?

Barry: Exactly right and just one of these automated sequenced can make a dramatic difference straight away so typical example we like to start with in a lot of cases is simple cart of sequence and you probably seen this if you ever gone to amazon and looked at something but you put something in the shopping cart for whatever reason you decided not to buy and you go away and then the next day it says hey Mel are you interested in that camera you were looking yesterday? That simple car sequence is just reminds you that hey you wanted to buy this yesterday so what has changed? That can bring back typically 20%. It is absolutely huge right. So of all the 10 people walk away you bringing 2 back to buy again. So that’s money that just talk walked out of the door if you don’t have that kind of stuff.

Mel: Yeah excellent. So that’s a perfect example and thank you for mapping out exactly what it is. Now if you are going to start off a business that you never done before and you got a small list. What would you say the absolute essentials like I am guessing this could be as complicated as you want to be or can be basic, what would you say the necessities in starting this process?

Barry: Well the first thing if you have small list you want to grow bigger one. So I would have no like or trust sequence or sometimes called the introduction sequence. So I can get cold traffic in but like we talked about with those Facebook ads or with some other kind of paid ads or even organic traffic which is coming from search engines. If someone lands piece of content on my website, there is very specific to what they are looking at so going back to that kind of health professional if I got a lot of content in my site about exercise, I wouldn’t have one generic opt in, I would a mind setup then I would a nutrition up. I want those opt in to be specifically targeted as possible and then once someone has opted in then I got that no like and trust sequence that is out there so I can build some rapport with that customer. So using that opt in magnet or that lead magnet to start growing the list then behind that sits the no like and trust sequence to turn that into one lead. So that would be kind of the first one that you normally would put in place which is what I call lead capture sequence. Then I would put some leads going in place to figure out people who are more engaged than others. So we can put these scoring to identify who is most engaged. Even there is a famous copywriter called Dean Jackson and he has a famous e-mail which is something like hey are you still interested in x right. So if someone come to my run in clinic page I would hit them up with email that say hey you still interested in the running clinic? It doesn’t have to fully and html templates or anything. That goes a long way and bring people back to what they have already displayed and interested.

Mel: Yeah absolutely. Subject line is really key to isn't it? And actually very short content wise there is also a push from the creative looking professional sort of online magazine looking e-mail to the back to the regular e-mail that you and I send each other. What do you suggest around subject lines to promote opening because our inbox are busy, cut through needs to be done really well. Do you have any tips around that?

Barry: Yeah for sure and quickly to talk to that normal looking e-mail. That goes to something called the deliverability. So google want to deliver the most relevant message to the inbox and they are putting all the other ones in the promotions table or whatever. So if your email looks like your conversation tip that people normally have, it is going to have better change to getting to that inbox and by passing the tabs. So just keep that in mind. Subject lines is kind of lateral right. It is used to sell the open. The scopes are designed to sell the click, clicks designed to sell the product, products page is designed to sell the product. So it is a bit of a lateral. Just short opening subject lines, open loops are good things to put in there like are you making these 5 mistakes? That really makes me open that because I know really I am I don’t know. So you want those open loop kind of subject lines. So yes something that’s short to the point and ideally creates an open loop to the reader's head then you are just satisfies. So I just told you this 5 bad things that you could happen into your running style into what they were. You must know what those 5 things are hah and that goes a long way to selling the open. An interesting human behavior is people who act to avoid a loss at a greater rate to act to gain a benefit. So for example if I had 2 subject lines that said 5 tips would make you healthy, and the other subject line says 5 foods that are making you fat, I guarantee second one going to get more opened than the first.

Mel: Yeah absolutely. I am just going to go back, you just said something before that subject line is there to sell the open, the content is about selling he click, and click is about then selling the product page which then sells the product. I thought that was a great sequence so thank you for and I had to recap that because I thought it had some great value to be able to map things out.

Barry: Yeah baby steps one thing at a time. You need to make sure that you program it and it top along the way.

Mel: Yeah so that’s one of the common mistakes that just may be sending out that generic email that applies to everybody but doesn’t resonate with too many and what is the mother mistake that people make in their e-mail.

Barry: They don’t give thought to it, they just blast an e-mail and those kind of generic newsletters might get 3 to 6 to 10% open rate where these behaviorally targeted ones are like 50 to 70 percent. Because they are highly targeted based on the customer behavior. So thinking that everybody want to hear about your business is probably the biggest mistake. People don’t want to hear about business. People want to know how your business solves their problem.

Mel: Yeah I received an email recently about clothing brand that sells both gender clothes and I see a tendency time and time again this is very well respected brands for a long time and I get sent updates from men wear and I think it is just a shame because it is a missed opportunity and I guess because sort of industry that I am in and they are interested in it that puts a bad taste in my mouth, I wonder does that how it feels for everyone else?

Barry: Well that’s it. It just becomes noise and people just hit the unsubscribe button. But imagine that same e-mail have men clothing in it at very better than just having men or women one of them clothing’s in and the best step yet would be it has women clothing but you are looking at for the last 2 months because I have been tracking what you have been looking at like I said.

Mel: But it is helpful right.

Barry: Yeah it may seem creepy but what it is actually doing at the end of the day is getting that customer the information that he is interested in. isn't that what businesses all about? So if you paying for jacket last month and I send you more stuff but if you are looking at jackets and I send you jacket special then bang there is higher conversion rates to a sale in there.

Mel: And it does happen a lot and I am thinking down here the reason that business doesn’t know that I am female is either they haven’t asked me at the point of entry so my next question is around how do you get all of that information? Is it done sort of in a stage by stage? I know it is really about trying to get people to get on your list for making that seamless as easy as possible but how do you then get that extra information you do so you can tailor it better?

Barry: The most accurate way to get it is to actually ask but I need to ask in a way that makes it good for you not good for me. If I ask in a giving way, instead of a taking way you are very much taking it. So if I send survey that say Hey Mel we had great experience with you last time, can you send us more of what you are interested in the most? You filling this quick survey and at the end of it that will give you 50% off and I ask you if you are male or female and then I ask some of your preferences. What kind of clothes do you like? Someone who does it well an online brand on Australia called Kent Online. They are clothing brand it is pretty cool. They send you a whole box of clothes to try and you go oh I like these and keep them and you send back the other ones.

Mel: Oh I heard about this right okay.

Barry: But they have this whole survey at the beginning that says what kind of clothes do you like? Do you go in the offices every day? It is kind of casual. And then they kind of go into what kind of brands do you like. So they build this whole profile and guess what all the marketing that comes to you based on profile that you filled out and what that does for me is person know that I am not getting bunch of rubbish clothes in my box. I am just getting this stuff that I am interested in. The ideal way is to ask someone. Do it in a giving way not a creepy way. It can better target for you. I don’t want waste your time sending you bunch of stuff you want. I want you get the experience you can. If you can add in please answer these 5 questions. It would surely help you out with also the 5% off or whatever. Now I got that information directly from you. The certain way you can get it is the consumer bases in and you can take your e-mail and if that email is in database where it can tell me what sex you are, where you live, in States it is super creepy. With consumer database you can bounce e-mail addresses and it will come back with some information but that maybe months and years out of date.

Mel: That’s right. So how far down the line then? Let’s say you bought someone on your list, you sent them the welcoming information, do you ask them straight up? Is it down the line? When do you suggest it is done?

Barry: The answer is at the right time. So if it is one traffic then it is more receptive to my brand and more receptive on message. I don’t need to 30 know me. Hopefully they would like to trust me so there is not as much of an engagement process there so I can ask those types of people more frequently or whatever. You just need to slow down. So it is kind of like dating. You want to do it at the right time.

Mel: Yeah now it makes perfect sense and thank you for breaking it down into the warm leads into cold leads because that does makes perfect sense. Well you have been a wealth of knowledge today Berry so thank you for fantastic information you shared. Now I want you to tell me what is something that you working on the moment that’s coming out that you are excited about and you would like to share with us?

Barry: Yeah one of the things that I am excited about as well is starting my own membership around marketing automation. So my try follows me to active marketer. Those people that are kind of actively following me want to know how I do this stuff all around, they want somebody teach them how to do it. So that’s how do it 1 on 1 and where people give access to me and they can ask questions and we can do webinars and seats and all around and you can put seats in your business see in more and we can break it down to if we can bring physio trainer person and then we will have automation templates inside the community that you can just download and put into your system and you just customize the copy and the way you go. So I am pretty excited about that and building that out at the moment in January or February type of launch so that’s very much consuming all my time at the moment.

Mel: Yeah that does sound exciting. I get to ask you this question before we go is what sort of platform people do this on? What do you recommend? What works?

Barry: This is kind of free basic platforms at that kind of small business consumer level. There is other platforms at the higher and bigger in the town where people have 5 or 6 digit marketing budget but for the small business owner out there who want to introduce themselves and there are few active campaigns in my personal favor. Because that’s when you can get started with inexpensively and the cost ramp up as your list grow. So if you are 500 people on your list it kind of start at 9 dollars a month. But as you ramp up 20,000 people your cost goes up but you should certainly be monetizing that audience by then. So there is active campaign which is my favorite. Entre report is another one. Agile CRM is another one and there is another one dripped which is automation platform. So whatever the one makes more sense for your business but I think for my experience people and the light ball comes on quicker with active campaign and other systems get it because it is easy to use. But still very deep like you can get started simply but you can keep adding more and more advance features as you can get more comfortable for two.

Mel: Excellent that’s what we want to hear. Barry if people want to follow you or find where you websites, podcasts are? Where can they do that?

Barry: Just check out theactivemarketer.com, we have got podcasts as you said there is podcasts about marketing information there so if you want to learn tactics text me and share automations and funnel I will share that you can put into your business and personally my twitter account is Barry_moore you will get me there.

Well I hope that episode has really got you thinking about how you could be automating the processes and yet personalizing them for your audience, I think that has got some real value so I do hope that it has been a worthwhile listen for you today. Now before you do I would like to bring to your attention and organization by the name of Nora and this is not a paid presentation or paid post, it is actually just to let you know about Nora so you can go and investigate for yourself. What Nora does is they are association who look after retailers, they have fantastic resources they pull together. Webinars and even events and I want to bring your attention to some of events that I have got coming up around the country in just a few days February 11th actually there is an expedition to Lush, it is that cosmetics brand and that you have heard and if you ever walked into their stores it really is very sensory experience visually and fragrant as well. So what they would be talking about is how they managed to excel in terms of customer service and what they are doing to keep their employees happy. So staff satisfaction, staff engagement really worth checking those guys out and investigating and then on the March the 11th in Brisbane there is another holiday expedition to beginning boutique a thriving online fashion and accessory retailer as well as edible blooms. They are those people who put together chocolates and send those out and look the reason I think it is great is because this is an opportunity for you to see behind the scenes of how these businesses work you know. For us as retailers or as business owners we don’t always get to lid on businesses and ask questions in detail and these expeditions do that so I will be getting to Brisbane and I hope to see you there if you are in that part of the world and look if you really want to check them out and I do suggest that you do, head on over to their website it is nora.org.au. I think it is really worth investigating. Thanks for tuning into today's episode I do have you to enjoy it and look please let me know if you got some tips of who you think I should be speaking to, if I am missing someone that you believe I should need to chat to, please do contact me. You can do that at Mel@customercentriccoach.com or just going into my social media links if you are interest there. Thanks again and I am looking forward to bringing you next episode next Tuesday.

*MUSIC*

Thanks for listening to the customer centric show. For additional smart ways to attract more customers, profits and freedom head on over to the website www.customercentricshow.com.

 


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