Advanced Track - ICON14

1. The Ultimate Event for Small Business Success.
Advanced Campaign Builder
The Lean Campaign
Jordan Hatch
The Infusionsoft Mastermind
@jordanhatch

2. The Ultimate Event for Small Business Success.
The Campaign Builder has
been out for 2 years now…
I’ve created, given feedback on,
and helped make changes to
hundreds of campaigns.

3. The Ultimate Event for Small Business Success.
How many of you have built and
published a campaign that looks
something like this?

4. The Ultimate Event for Small Business Success.
Or this?

5. The Ultimate Event for Small Business Success.
Or even this?

6. The Ultimate Event for Small Business Success.
I have an anxiety problem…
No joke I really do.

7. The Ultimate Event for Small Business Success.
Oooh ooh do this oh wait, now you need
to do this then it would be really cool if
you did this oh awesome now do this
don’t forget to do that oooh ooh do this
now now try that oh that didn’t work, try
this instead if it doesn’t work then do
this that will work for sure. Squirrel!

8. The Ultimate Event for Small Business Success.
Sound familiar?
I put together a really awesome (video / free report / guide
/ webinar) that everyone in my target audience will want to
(read/watch/listen to). The content is so compelling that
everyone that (reads/watches/listens to) it will want to buy
my (service / product). I spent (weeks / months) building
out a campaign that incorporated my website, social media,
and offline networking efforts. What I built is spectacular
and worthy of winning awards – but, it required a herculean
effort to pull off. When I launched it, my conversion rates
were a lot lower than I thought they’d be – and very few
people bought my (service / product).

9. The Ultimate Event for Small Business Success.
I’m going to apply this tag then you’re
going to get this email then if you click
this link you’ll go to this page and if you
fill it out you’ll get this promo if you
didn’t click the link I’ll wait 5 days and I’ll
send you another email if you click that
link I’ll tag you and it will show up on my
dashboard and I’ll probably call you.
Sale!

10. The Ultimate Event for Small Business Success.
How can we quickly build
effective campaigns without
the herculean effort?

11. The Ultimate Event for Small Business Success.
The Lean Campaign
3 simple steps to quickly launch
an amazingly effective campaign

12. The Ultimate Event for Small Business Success.
Build
MeasureLearn

13. The Ultimate Event for Small Business Success.
• Almost 400 registrations in 30 days
• 50 attendees on the teleconference
• $1,385 in sales in first month
• All from existing traffic and list

14. The Ultimate Event for Small Business Success.
We started with this:
This section had content
and was published
This section was just placeholders for the future.
Nothing was setup or configured.

15. The Ultimate Event for Small Business Success.
Build
Minimum Viable Product that
tests your assumption

16. The Ultimate Event for Small Business Success.
What are you assuming?
• download my free report
• sign up for my newsletter
• register for my webinar
• RSVP for my free lunch
• read my blog post
• watch my video
I’m assuming that my target customers will want to:

17. The Ultimate Event for Small Business Success.
Publish and Launch with this:
This should not take weeks or days –
it should take an hour!
Minimum Viable Product: the core features that allow you to test – and nothing else.

18. The Ultimate Event for Small Business Success.
Tricks you can use to go fast:
• Campaign Merge Fields – allows you to use
content in multiple places throughout your
campaign and quickly update it in one place
• Campaign Links – allows you to use the same
links throughout your campaign and update it
in 1 spot

19. The Ultimate Event for Small Business Success.
Don’t forget about the Marketplace!

20. The Ultimate Event for Small Business Success.
Other ideas to move fast:
• Use Infusionsoft Landing Pages
– Drive traffic from existing list, Facebook, Twitter,
etc.
– Register a domain name with GoDaddy and use
domain masking
• Use GroSocial for Facebook Tabs
– Drive traffic from Facebook Ads

21. The Ultimate Event for Small Business Success.
Measure
Identify and track key metrics

22. The Ultimate Event for Small Business Success.
Establish key metrics and track them:
What does success look like for each
component of the campaign?

23. The Ultimate Event for Small Business Success.
Things you should be tracking
• Conversion rates:
– How many did it / how many people saw it
– For example:
• Email sent to 1000 people, 45 people clicked the link
• 45 / 1000 = 4.5%
• Success is relative
– Are you comfortable with the results
– Nothing will ever get a 100% conversion rate

24. The Ultimate Event for Small Business Success.
Learn
Make changes based on what
you observed from your metrics

25. The Ultimate Event for Small Business Success.
We tried this first:
Only 2 people unchecked the box.

26. The Ultimate Event for Small Business Success.
So we changed it to this:

27. The Ultimate Event for Small Business Success.
What happens when you republish?
• Adding a new sequence after an existing one:
– Active contacts will behave as normal
– Queued contacts will be immediately added
• Adding a new sequence after an existing goal:
– Will add contacts that completed the goal to the
sequence

28. The Ultimate Event for Small Business Success.
Adding a new step in a sequence
Affects
• Active and Queued contacts
• Steps that execute
immediately or based on
delay timers
• Steps not yet executed
Does not affect
• Contacts that have achieved
the subsequent goal
• Steps based on date or field
timers
• Steps that have already
executed

29. The Ultimate Event for Small Business Success.
The 7 Day Rule
• Based on the date a contact is added to a
sequence
• When re-publishing:
– Infusionsoft recalculates all immediate steps and
delay timers
– Steps already executed won’t be executed again
– New or updated steps that would have gone out
in the past 7 days will execute immediately

30. The Ultimate Event for Small Business Success.
Build
MeasureLearn

31. The Ultimate Event for Small Business Success.

32. The Ultimate Event for Small Business Success.
The Lean Campaign
The key to launching effective
campaigns fast!

33. The Ultimate Event for Small Business Success.
Questions?
@jordanhatch