Adding An Online Element To Your Conversion Strategies With Liam Austin, Entrepreneurs HQ

Hey Liam Austin here, co-founder entrepreneurs HQ, talking about converting more sales into your business and we've got someone here today that's really going to be able to teach you some great, fantastic, fantastic tactic to really increase those conversions. Then it's Oli Billson, he's the founder and CEO of all of that Billson marketing, and he's super power realizing our strategizing and implementing cutting-edge conversion led money-making sales and marketing funnels. And we've talked quite a bit about funnels, CSR, fi everyone watching is familiar with that, but unlike a lot of marketers, it's safe to say he makes more money actually practicing what he preaches than teaching it, which I think is super important. After Pat, after starting off after maybe after, after starting his own business at the age of 15, Oli's portfolio now stands for incredibly successful businesses including information marketing, training and training, coaching, bricks and mortar businesses, and is widely sought after done for you marketing business, as well as he is an internationally recognized franchise as well. Oli thanks very much for joining us anything else you need to add to that before we, what, what an extensive introduction. You know, it was almost like a page you to say it all, you know, not at all.

Yeah, no. Well, it, it's, it's a pleasure to have you here. I think, everyone watching, go check out Palladian and what he's done in the past. Obviously I'm someone that he should be spending time listening to today. Oli, why are you excited to talk on this topic that you chose and your excited to say, Hey, this is the number one thing I wanted to share with everyone.

Yeah, sure. So the reality is I can probably talk a lot about a, a number of, you know, a lot of different things that are working but kind of really thinking about what, what words, create a lasting impression I suppose on the people that are listening to this would be something that's probably a little bit left field that we don't really, we don't really talk about and lurches marketers anymore and that's really kind of the notion of kind of offline marketing and kind of multi-step, multimedia marketing. We talk a lot about, you know, people talk a lot about email marketing these days, and some of the tactics and strategies that you can employ just online. But I wanted to kind of talk a little bit about how you can mix that in with an offline strategy as well so that you can maximize sales conversions as well. Okay.

I think this is really important and, as, as I think we, a lot of people know this watching, built my business app from LinkedIn and LinkedIn, it's all about, you know, targeting people, really specifically identifying, you know, your hottest prospects and you want to get them offline off LinkedIn as soon as possible. So I think this fits really well into that.

Yeah. That it definitely does. I mean, as I mentioned, there's just so many things that people could do these days to obviously aid in growing their businesses but in reality, there's probably only a small amount of things that they should do, and one of the things that, you know, for me, I initially kind of struggled with, in, in one of our businesses, and I'm going to kind of lay out here kind of how we overcame that and kind of some of the results we got as a result. Some of the things I'm going to talk about was, people kind of initially when we were doing our lead generation activity on Google, on Facebook, opting in for different kind of offers that we have, but not really converting, as quickly as we would have liked them to.

And since some cases kind of falling off being kind of thing, you know, not actually engaging with our followup messages that, that we were, that we had throughout the, the, the, the funnel that we put together at that time. And, and it really kinda got me thinking that this problem was only gonna get worse for us, you know, email, open rates, we're gonna continue to decrease our attention, that we were gonna be able to command, was also going to reduce and we needed to start thinking outside the box. If, you know, we're spending this money on, on lead generation, how can we maximize the value of those leads? How could we shorten the lead to buy a time? How can we aggregate as much attention as possible and, really that got me thinking at that time, this kind of goes back, you know, many years ago, probably six, seven years ago, of the things that we could be doing to, to get ourselves in front of people, through different types of modalities.

And one of them was time tested and proven, but maybe a little bit forgotten about, which was a direct mail and specifically how we could mix, a multistep multimedia campaign together with our existing lead generation strategies which kind of brought me round to think of how, you know, how do we do that? And, and, and, and how do we get it to work for as well. Direct mail, can be quite expensive. You know, if you, if anybody out those kind of done any offline lead generation before they know who that it can be expensive. And for those of you that have tried it maybe in your own business, in your, in with your existing list, it can also be quite an expensive process as well. So there was a couple of kinds of things right from the outset that I wanted to get really clear on.

One was if we're sending a sales message to somebody, if we're trying to get them to do something, we're trying to get somebody to move towards us we want to make sure that we are talking to them, meaning we're aligning our message to that particular audience. So, that was one thing for sure, you know, I know that if I received something in the mail, if it spoke very directly to me, and actually this is even more important with direct mail than sometimes it is online because it's a physical piece and so you know, that consumption, and that engagement of it is going to be governed by how good that sales message is that you're presenting to them. So I knew that we have to align our message to market match as neatly as possible. And I also know that I didn't want to spend hundreds of thousands of dollars on direct mail to the wrong people as well.

So, the first time we started thinking about this was, with, with, with, with within our own business. And we've subsequently rolled this out to many of our clients and, and every time we've, we've had, you know, great results in some cases, you know, quite amazing results, but it certainly works. And what we, why this works extremely well. It can, it can work from coming directly from cold lead generation, but this works extremely well. If you've got an existing list of people, you've got a house list, of people that you are unconverted unconverted leads for whatever reason, they're sitting on your list, I received in your emails, but they're not engaging with you. They're not buying from you and if it makes sense to you that if you're afforded the opportunity within your price point of the service that you sell to be able to do this, then I'd highly endorse you doing yet.

And so kind of laying out the steps of it, we put together a free guide, essentially a free report. And that's nothing new to anybody, you know, don't, don't, don't think, wow, this is not really that a transformational, I can assure you you would get to that. So we've put together a, a, a free guide, which is, I sent it to the house list, which is encouraging them to go and learn about something new. We like to theme this. Just a little trick for you. We like to theme this so the theme that we chose was the revolution. And so people like and are attracted to something that's new, the new opportunity, the thing that they haven't yet seen but they can take advantage of. And so we liked this idea of the revolution and we've actually carried that thing through to many different niches actually in a similar way.

So we put together this free report. Now essentially the free report is a sales letter it's a framed up sales. I say rarely it is providing some value in is providing some information in advance. But, it is essentially a sales letter now to make sure that we're aligning the message to market match within that sales [inaudible] neatly and as tightly as possible. We, I like to think of it like you being more like a sniper rifle rather than a shotgun when it comes to your kind of sales message. So how do you do that? Well, when we're driving people to a typical opt in page to download the free guide, we're asking them, one of three questions, well, eight questions, which has three possible answers now in our case we were selling a business opportunity, kind of a franchise. And so it meant that we could book it up our audience into three different categories.

For us it was how do you want to get started part time, full time, or as a bolt onto what you're already doing. Really that simple now some people will say, well, you're asking for more information on the opt in when they're asking for the name and email. Yeah, we're getting them to opt in, but we've already got them on our house list. So we're, you know, we're not really, they are already familiar with us but we are asking this question to them. What that, that allows us to do is profile those people into a number of different categories so we can position our message to them very directly. And so it means that when they begin to read it, they can engage with it obviously a lot better than they would do otherwise. Now, on the thank you page, I'll come back to that in a few moments.

On the thank you page, we actually asked them. So thanks very much for requesting that the free guide that's going to be sent to your email in a few moments. But we did ask for them, say, Hey, great, but we've also got, we've got a physical version of this, of this report we'd like to send you with a few of the additional bonuses we thought you might find helpful because you downloaded this, it was supportive information of the free download. And so 80% of the people that gave us that first name and email and answered the question on step one gave us their full contact information on step two gave us that full mailing address and also the phone number as well. Now obviously now this would afford us the opportunity to consider, how can I just interrupt you there? When you said, when you said 80% does this not work across different verticals industries?

Yeah, certainly. We've done the same coach consulting, info marketing and we've done it in bricks and mortar in actual dentists and chiropractors really all different types of niches and businesses. Just that additional bit of data capture really gives you that opportunity to go offline, you know, to, to be able to, you know, really reach people that you can't otherwise yet to, through, you know, your inbox so once we've kind of, we've now got two critical pieces of information really, we've got information on broadly what subset of kind of avatar they are. So we bucketed them up, we've profiled them on our first step and now we've got their mailing address. And so what, what them begin to [inaudible] and just for people on the call wondering, well, what would be my kind of, you know, three buckets? I would suggest no more than three kinds of options on that first step.

Recently we ran this to somebody that's in the coaching niche. And so we made that three questions you know, I want to get more clients, make more money with less time. That was the first one. You know, what best describes you. The second was, I want more or 30 in credibility and, or I, I need help getting started. Now that's three completely different kinds of avatars within the people that would normally be downloading this free guide. But from that, then we can create a sales page. We can dynamically serve up three different sales pages and fulfill three different types of direct mail package that will all very dialed in to what the, what those audiences actually want and what they are, what they are actually what we're appealing to, what our problems are. And so we can create what we call flexible content.

And so this flexible content is so tailored to them that they pre headline the headline, the video sales letter on the online piece, the sub-headline, the opening, the bullet benefits, all of it is tailored. The core sales letter is the same, but all of these areas within it are all tailored to that initial question that we'd asked because they're all different. They're all different and so we can view different testimonials for those different subsets of people to overcome different objections that they might have we can call out to them within the headline specifically, what they said, the words that our biggest challenge or problem or that they'd self-selected themselves and now they're with the ability to not just do that online but also do it offline. We're able to now, have that very tightly, that close, you know, alignment of message to market match, that really makes us work so well.

So that was really kind of the first as part of the puzzle, profiling them then capturing additional contact information so we can send this in the mail but that's very tailored towards them with this kind of flexible content. The other thing that we do is we present a deadline day in the future for them taking action on the offer. Now, we actually create dynamic deadline date, that based upon when they opt to them. So that allows us to merge in, the deadline day and have a countdown timer on the page, but also merge in the actual deadline date on the actual direct mail piece of when the bonuses expire for the author, from the content that they've read. And so this creates obviously urgency and scarcity for them to take action. And we've tried to in a few different niches where we've actually created multiple deadline dates.

So we've actually said if you respond by the early bird date, you get these additional bonuses, but this offer is the final deadline date is you know, 28 days in advance rather than 14 days in advance to take advantage of the early bird. And so from the moment of that recency of that communication, the moment, you know, you opt in today and I opt in tomorrow, we've got two different deadline dates. Okay. And this then creates a situation where we can now begin to thinking about how we can use this as more of an evergreen type funnel through normal lead generation but it's great to just run the house list through this for sales conversion to begin with and then roll this out to more of an evergreen asset afterwards.

So just so I just don't do that, that's, that's really interesting. So, I get the individual unique deadlines, that you can do on the web. Now you're saying also on this sales letter that you're sending out by post and physical paper form, we'll have a matching deadline. I'm just wondering, how do you get those two to match?

Yeah, so I'm pretty easy. We use a couple of different tools to do that where we kind of advocates of Infusionsoft yourself. I know some people like Ontraport and active campaign and lots of other things, maybe some not so, but with most of the softwares you can, certainly with Ontraport and infusion soft, we use plus this, who is actually a client of ours as well. Actually we, they're an agency client of ours, who have a third party plugin that can preset the deadline date in the future that goes into a custom field in the CRM system. And then just like merging somebody's first name and last name, we actually merge that into the word document as a custom field so that we can easily do that. And the conditional, the conditional follow up of which sales they actually get based upon that profile, is also given by that similar kind of logic of the tags that was applied to them on the first set of questions as well.

All right. That's really interesting. Yeah, I can, I can see how that exactly works, in infusion soft, cause we're using a different software not plus this deadline funnel to, to create those deadlines. And then they're also going into our unique custom fields, which then you're also using that field, to create the, the, you know, the sales letter. So, okay. That's, that's fantastic.

We are with kind of a, a really nice follow up process beyond that because now we know, you know, we're making the assumptions of who they are. So we feel like we're speaking very directly to them both online and offline we're following them up, in congruence to that. So typically to, to those two deadlines that we posted in the future that then is direct mail that goes to that deadline. So, you know, a few days before, just like you'd be sending an email while you're doing 74 hours, 48 hours, 24 hours one day, and then, you know, beyond the deadline, you know, that there's a waiting list and then we're opening the cart again. You can do exactly the same thing that you're doing with deadline funnel laugh, but do it offline with direct mail pieces, with postcard sales, Tashi mailers, and a slew of other types of tactics offline to be able to bring those people up to the point of buying before the deadlines.

So I started, some people might be watching this going, Oh look, I get hundreds of leads per day. I'm not going to be, you know, I'm doing stamps and printing out papers and, you know, licking the envelope and sending them off to the post office. Is there any way to, what am I?

Yeah, sure. So, fortunately with tools like Infusionsoft, you can generate fulfillment lists for outside third party fulfillment houses to go in, fulfill these, these, packages for you very easily, cost-effectively. And honestly, by the time you factored in your own time, it's much better for somebody else to go and do it, and make a great job of it as well. So very easy, very easy to do and you know, very cost effective as I say.

Are there any businesses or companies that you could recommend or where people should start looking?

Yeah, sure. So, in the, in the U S we for a full full kind of service mailing house, we, our preference is disk.com they are very, very attentive to any needs on really anything that anybody would need I also believe that they delivered internationally as well, which worked well we actually built ourselves an API with a fulfillment house in the UK, that, you know, we'll merge all of the information into different mailing pieces, works extremely well, for postcards and sales. I follow up, which is something that you might want to consider if somebody has got more of a hybrid mail house if you're in the U S as well and you're thinking about maybe doing some kind of monthly mail, which is, you know, like three D kind of mailing, then Zen direct, it also works very well and also has an integration with infusion soft, for you to send some kind of, you know, if it was a, it was a mailing that warranted a three D piece or a Muslim female piece going with it you can, you can reach out to those guys.

All right, fantastic. One of the other things I was thinking as well, I've got a few questions here for it. Cause this really for us, cause I can see how there's, this is a funnel that's that works in our business and a lot of the people who've watching businesses as well now we're almost forgot my question. Oh that's right. Sorry. Online and offline. So there's this, a typical funnel that's working online. Now, if I had this offline element to it, what kind of, you know, results or differences could we expect?

Well, we've seen as much as 50% uplift with the addition of, the offline piece is going with it. That's congruent with the online pieces as well where that, where we, this is a sense that that would be my kind of broad answer to, to, to what you could expect. What I would say, and I'm just going to give you just everybody a piece of advice there. When they come to use this funnel, kind of from an, a paid advertising like cold lead advertising perspective where they're moving people maybe from a Facebook ad directly into downloading a report than asking for mailing your information, then send them in a few different directions for the sales. Like I run them the offline pieces. What I tend to find is for colder leads a more top of funnel marketing I find that it's worthwhile after the second step of asking for their mailing address, adding in a third step, which is a, a segmentation stat to really ask them how interested are they in what it is that you've got to offer.

And based upon that answer, then you will conditionally send them direct mail or you'll just send them the digital pieces because it will reduce the cost of the, the, the direct mail piece. So there could be a series of other profiling questions and for the people that drop out of that and don't answer those questions, you can make the assumption of them that you know, you really want that information from them and therefore you know whether or not they're the right quality of leads for you. So asking this third, this part, this question as part of the third step works very well. And in actual fact, we, almost like lead score them dynamically. I saying, well if they said, you know, on a scale of one to 10 or we ask them a series of questions like how quickly looking at getting started, what's your investment level?

And, you know, how interested are you? That's three great questions. Then based on those answers we can conditionally either send them direct mail and follow up with email and SMS as well. Or if they scored lower, we can just send them email and SMS and you may even want to add in if they are like an app in your view, like, they red hot like a nine or 10 you definitely want to send direct mail pieces, but you probably also want to add in that outbound phone call barrier as well so that you can begin the dialogue in the conversation of, Hey, we sent you this mail package. Did you receive that? Whilst they were also getting that phone call, they've got it in the mail, they've got it in their inbox and they may have also had attached messages as well. So this kind of multifaceted approach works really well, but you've got to be sure of who you're sending things to. So I'd advocate adding that third step in there.

I liked that cause you're hearing so many people now talking about, you know, re-targeting. So you've had someone visit your website and now that you're following them everywhere they go online, like offline. What about, you know, offline way, you know, some physical mail, as well as these phone calls. I think it's a great addition that, you know, some people may be getting too excited about all these new technologies and how online is where you must spend a lot of your time. But when you're layering on these additional pieces, I think it can make a huge difference as you can, as you said, with some results of some of your clients there I think there's like, there's a ton here for, people who dive into, if you've got more questions, you know, where do they go to find out more?

Yeah, pretty, pretty simple all of the bills and.com two hours and Billson Oliver billson.com and we post 'em up onto our blog there twice a week and with some free gated content, there's no opt in that just go and check it out. And yeah, and again, brilliant. Michaela, I can see how this is, could work for us really, really well, as well as a lot of our, our members and audience people watching plays to let us know how, whether you do implement this, whether you want to try this out, ask any questions below this video, hit up on a social media email his website of see they can go check that out as well and I'm here as well. If you've got any questions, you, once again, yes. Thanks very much for sharing. Never-the-less thanks Lynne. Pleasure to be on. Thank you.

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