How to Use Text Messaging to Promote Your Small Business

Have you already jumped on the bandwagon of text message marketing, or are you just starting out? Either way, you need to know how to do it right. Otherwise, you won’t see any conversions for your small business. The team from TextMagic have created an infographic that does a great job of  breaking down the process of writing an effective text message. From an attention grabber to call-to-action, the infographic outlines all the important elements of the message.

The DON’Ts section will help you avoid common mistakes that can make your text come across as unprofessional. And the Delivery Best Practices will give you the idea of the best timing and frequency for sending messages.

Follow the instructions from the infographic to get the most of your text messaging campaign!

What is Bullseye Marketing, and Can it Help Your Business?

bull_center-325Laurie: Today I’m speaking with Louis Gudema, President of revenue + associates, about the Bullseye Marketing Framework. Louis, can you start by giving us some background on yourself?

Louis: I broke into marketing by consulting and it’s been quite a ride since then. I owned my own marketing and website design agency for a dozen years and sold that several years ago, giving me experience working with working with dozens of SMBs, and also the experience of running a small business. I’ve also worked with dozens of non-profits, and some of the largest companies in the world — from MIT startups to The Boston Globe to IBM. These days I am primarily focused on helping SMBs successfully deal with their revenue challenges.

Laurie: You’ve developed what you call the Bullseye Marketing Framework. What is “bullseye marketing,” and why is it important?

First, when I say “marketing” I’m talking about programs designed to increase the leads, opportunities and sales of a company, not vague, awareness activities. So when I say “marketing”, think “revenue”.

Marketing used to be so simple. There were only a few channels: TV, radio, print, direct mail, billboards, and a few more. But today there are at least two dozen major marketing channels including websites, email, social media, mobile, text messages, and so forth. I actually saw a blog post a few days ago that claimed 120 channels! So it’s gotten really complex, even for people who have worked in marketing for years.

Meanwhile, over 5,000 companies are selling some kind of marketing software, what’s often called marketing technology, in dozens of categories. Many of these vendors make copycat claims about the results their software can produce.

So with dozens of channels and thousands of vendors it’s understandable that people running an SMB who aren’t familiar with the landscape just give up. Who can you believe? Where do you start? How can you really produce results that impact the top and bottom lines? That’s where the Bullseye Marketing Framework comes in.

The framework breaks marketing into three phases and suggests that if you want to increase revenue and profits you start in the center and build out to the edge:

  • Phase 1: Take full advantage of your current assets. When I work with companies I typically see that they have lots of valuable marketing assets that they’re not taking full advantage of. These include their current customers, their website, email lists, and how well sales and marketing work together. Since these are all already in-house, companies can often start to see results in just one or two months with a really modest spend by doing a better job with those.
  • Phase 2: Get in front of people who want to buy what you’re selling right now. As a company starts to build out from those current customers the most productive thing is to get in front of people who are looking to buy right now – not in six months, or a year, or sometime in the future, but now. And those people are often searching on Google and Bing. So search marketing, in the form of search ads and search engine optimization, are step two.
  • Phase 3: Build long-term awareness in your industry. Many people who are potential customers are interested in what you’re doing, but they just don’t have the need or budget to buy right now. You want to get in front of those people so that when they are ready to buy you’re top of mind. So that’s where content marketing, display ads, social media programs, sponsoring events, and so forth come into play. And in the long run those can be terrifically valuable, but they tend to take a year or two to really start to produce results.

Now if you think about that for a moment, that’s the opposite of what many companies do. People often think of marketing as advertising and promotion—which are Phase 3 activities here—and start with those. After six months they’re not getting any results and, understandably, they stop, saying “We knew that marketing wouldn’t work for us.”

But it can work. It can produce terrific results, and really give a company a leg up on the competition, when done right.

Laurie: Does this framework help companies figure out what marketing and sales technology solutions can best help them?

Louis: Yes! When considering dozens of types of marketing software it can be hard to know where to start. But by focusing on Phase 1, center circle opportunities first, it narrows the software selection to just five or six types such as a CRM, email marketing, website content management, and conversion optimization. Actually, most of the Phase 1 software can be found combined in some marketing automation programs. Then there are two major types of software that you can use for the Phase 2, middle circle for search marketing, which are the search advertising software – most SMBs can just start with what is provided by Google and Bing – and a package to help with search engine optimization. It’s a lot easier to successfully implement six or eight types of software than 40!

Laurie: How do you help companies use this framework?

Louis: I provide three primary services related to this. First, I offer the Marketing Strategy Sprint, where I help a company, or a product group, review past efforts and what the competition is doing to better focus their marketing goals and approaches. Then we work together to develop a 12-month action plan to optimize their current sales and marketing programs, roll out new programs, and understand what new people or software they might need to execute those plans. This typically only takes three or four weeks – and why I call a sprint. It culminates with a one-day workshop with the senior team of the company to focus and make decisions.

Second, for some companies I act as a fractional VP of Marketing, providing one-quarter or one-third time services to develop and implement these marketing and business development programs. These relationships are a minimum of six months and can last a year or two sometimes.

Finally, I work with other companies to provide help with customized marketing requirements.

The Bullseye Marketing Framework is always top of mind for me, and pretty quickly for my clients, in this work. Frankly I’ve been gratified by how enthusiastic people at SMBs have been about the framework. One person said, “This is great! Why hasn’t anyone else come up with this before?”

Laurie: What kinds of results do you see customers gaining with this approach?

The results for Phase 1 can be swift, significant and not very expensive. For example, for one company in their Phase 1 customer interviews I learned that they were in danger of losing their largest customer; the customer said that if things didn’t improve within six months they’d be gone. The company had no idea! But you can be sure they jumped on that. The CEO was on the phone with them the next day to start to address their issues.

I’ve also helped companies increase leads from their website by 50-100 percent in just a few weeks, and helped others improve how their marketing and sales teams work together to improve lead follow-up and sales conversion. All of these were done quickly and produced quick revenue bumps that paid for the service many times over.

Laurie: How you help companies implement, customize and learn to use these solutions? If so, how?

Louis: Typically this would be done more through the fractional VP of marketing role. After the Marketing Strategy Sprint people have a choice: to implement the plan with their internal resources, hire me to help implement it, or use another agency or consultant. Or any combination of the three.

Laurie: What do companies need to be thinking about as they reassess marketing and sales strategies? What are your top tips and “gotchas”?

Louis: Perhaps the most common source of failure is neglecting the strategy. The company develops a strategy and roadmap, but either doesn’t devote the time, people and money to implement it, or they start to but after a few months they get distracted by something else. It’s really easy to get distracted these days.

Another challenge is from agencies and consultants who try to sell a “one size fits all” approach: they’ll say that every company needs to be doing social media, or inbound marketing, or search ads, or whatever. And since that’s all that they do that’s what they sell, regardless of what the company actually needs now. When all you have is a hammer, the whole world looks like a nail.

Laurie: Thanks, Louis, for your insights. How can people learn more and contact you if they want to?

Louis: They can email me at louis@revenueassociates.biz. My business site is www.revenueassociates.biz and I also blog about the Bullseye Marketing Framework at www.louisgudema.com . I’m on Twitter @louisgudema. I’d love to hear from them!

 

Infusionsoft Spotlight, Part Two: Bite-Size Marketing Campaigns for Small Businesses

This is the second post in a two-part series featuring my conversation with Terry Hicks, Chief Operating Officer at Infusionsoft. We chatted at ICON17, Infusionsoft’s annual user conference. In this post, we talk about Infusionsoft Propel, Infusionsoft’s new solution, which allows small businesses to set up bite-size automated marketing campaigns in just a few minutes. In the first post, we discuss Infusionsoft’s vision to help small businesses win and keep new customers with its customer engagement and marketing solution, and new capabilities that Infusionsoft is adding to it’s core product.

Laurie:  Tell me about Infusionsoft Propel, the new solution that is in alpha or beta now. It sounds like it’s for people who need even more of a marketing shortcut.

Terry:  The background is that with our core products there have always been two parts that customers had to learn. First, they had to decide whether they were trying to follow-up or get repeat engagement from their customers. So, they need a marketing strategy or marketing campaign concept first, and implement it and in our core product. We refer to our core Infusionsoft product as our builder series, because the customers that use it want to build this, and they want customization.

But there are many other small businesses that want an easier starting place, they are willing to stand on the shoulders of others. They don’t want to be the builder, they want to deliver the campaign and see results. They’d like to see results in about three seconds after the campaign is launched.

So, we’ve tried to do a couple of things with Infusionsoft Propel. Number one, build a very simple experience to get yourself set up. Of course you have to say who you are and what your website is, all things that small businesses already know about themselves. No trick questions! Then, we incorporate their branding to customize them for who you are and what product you’re selling. But then you just decide what part of your business are you trying to improve. Are you trying to get new customers, trying to get repeat customers, or trying to get referrals? As soon as they decide on that goal, in just a few clicks, they can launch a campaign to achieve that goal. With really good, base language that can be tweaked, really professionally designed landing pages, emails or whatever components are part of the campaign.  And within 3-5 minutes, it’s on its way.

Laurie:  Which is great, not only because they don’t have to spend a lot of time learning how to use software but they can do it in little bite-sized pieces and as they see the outcomes and they get the results, they can build on that.

Terry:  Right. And when I say they are standing on the shoulders of experts who have done this before, who have thought through these details, those are the experts in our partner ecosystem where most of the campaigns are going to come from. Some have industry specializations, some are really good at getting referrals and recommendations. The small business owner can have the confidence that these have been tested in the marketplace. These campaigns are from the folks whose campaigns and wisdom has been tested.

Laurie:  Tried and true. And if they want to keep going, they can find a great partner to help them.

Terry:  Exactly. It’s a great opportunity for partners because they are always looking for ways to leverage their expertise. Also, sometimes our partners get a little bit anxious about customers that want to tweak campaigns, which may have the effect of making the campaign less effective than their partner imagined. One benefit to our partners is they can reach more customers and spread their knowledge a little bit more broadly, get more clients as a result. Another benefit is that they can put some guard rails on the customer so that customer ultimately gets to success.

Laurie:  I’ve been seeing for years now that the cloud and the SaaS model have really taken the technical barriers off of the small business back to use a solution but nothing is really taken off that lack of business process expertise off their backs. It looks like maybe this is going to be a start, which is kind of cool.

Terry:  Remember we talked about multiple follow ups produce better results, so they are going to get initial nudge and then follow-up with them again. Or if I leave a voice mail, I’ll get a little suggestion on things to highlight in the voice mail. All of it is gently guiding the small business owners so that they don’t forget to do these things. And you know, they know it’s the right thing to do, but people get busy so this helps them get to get to succeed.

Laurie:  When will Infusionsoft Propel be available for general release?

Terry:  We have limited availability right now, a few hundred customers. Folks are signing on here at ICON and they’ll be getting their invitations back and coming online. Probably general release will be by the end of June. It may happen sooner than that. We are testing to make sure we the right strategies in, and enough strategies so we have good product out of the gate. Also, there are always ways to perfect the on boarding experience, so that customers get launched, see the outcomes they want, and then are happily referring Propel to other businesses that could really benefit from it.

Laurie: It sounds like you’re going to start with freemium model?

Terry:  It’s a freemium model and there’ll be a couple different ways that folks will move from free to paid. It’ll be a fantastic freemium model with contact records built-in so you can see the history, that’s a basic piece of functionality that most small businesses need. There will be some prepackaged free campaigns, a couple of other transactional forms, and follow-up sequences that come out of the campaigns. Some customers will need more functionality, like grater sales pipe line management. So that would be a move from free to paid. There will be some campaigns as we progress with partners that will be for fee and over time, there will be add-ons like payments and the payment processing at an incremental cost.

Laurie:  They can get their feet wet and kick the tires for free.

Terry:  Yes. We are really hoping that the freemium model will get them small benefits they’ll see quickly, and then they’ll consume more strategies and the functionality they need that makes it right for their business.

Laurie:  Terry, this has been great. Thank you so much!

This post was sponsored by Infusionsoft.

Infusionsoft Spotlight, Part One: Simplifying Growth For Small Businesses

This is the first post in a two-part series featuring my conversation with Terry Hicks, Chief Operating Officer at Infusionsoft. We chatted at ICON17, Infusionsoft’s annual user conference. In this post, we discuss Infusionsoft’s vision to help small businesses win and keep new customers with its customer engagement and marketing solution, and new capabilities that Infusionsoft is adding to it’s core product. In the second post, we talk about Infusionsoft Propel, Infusionsoft’s new solution, which allows small businesses to set up bite-size automated marketing campaigns in just a few minutes.

Laurie:  Today I’m speaking with Terry Hicks, Terry, can you tell us a little bit about your role?

Terry:  Sure. I’m responsible for product development, sales and marketing, customer success, business development, basically all the operational parts of the business focused on building our products, serving our customers and growing the business. Obviously, there are lots of talented people in our team. We focus on Infusionsoft’s vision and strategy and solving problems for our customers and helping them to grow.

Laurie:  So, what is Infusionsoft’s mission and big picture vision?

Terry:  Our big picture vision is to simplify growth for millions of small businesses. Infusionsoft is a SaaS product that helps our customers connect with their prospects and customers, and increase the likelihood that the prospect will become a customer, and that customers will come back for more and will also refer new customers. We do that through customer engagement software that also includes contact management, information about who the customer is and what business they’ve done with the company. Then we automate the follow up that small businesses need to do to save them time.

Laurie:  There are some really interesting statistics that were shared earlier at the event about follow-up, and how critical it is.

IMG_7913Terry:  Right. We see that if you follow-up eight times, then you’re going to get about eighty percent of the opportunity. We are all busy and we get distracted and so while somebody in the moment might say, hey, I really need this service or I really need this product, but often things come up in life and they go to the next thing. If you don’t follow-up enough, you’re going to miss out on the sales opportunity. There’s a speed component and a number of times component to it. Both are important. That’s why product like ours that allows that follow-up to be automated and personalized really helps give the small business owner who is juggling so many things the ability to improve the performance of their business. That’s why I always talk about multiplying their time by automating follow up for them.

Laurie:  How does Infusionsoft define small business?

Terry:  For us, it’s less than 25 employees. There are very small businesses, one or two employees, that can be very sophisticated and have a high revenue, and there are some larger businesses like up to a hundred, that operate very much like a small business. But our sweet spot is 25 and fewer employees.

Laurie:  So truly focused on very small business, not really kind of stretching that definition.

Terry:  Right, because when you start having much larger business, the solution needs to consider other things, like specialized skill sets, departmental focus, things that really require that your tools adapt more to that expert. But with the small business, you’re dealing with people who are swapping hats on and off, all throughout the day. They are switching from one thing to the other. So that has implications on how the solutions work.

Laurie:  You made several key announcements here at ICON17. Can you jgive us your take on the highlights?

Terry:  Yes. First, when we talk about simplifying growth, the simplify part of it is really so critical and what we have been working on since last ICON is simplifying some of the capabilities that are most commonly used. A great example is the new landing page. The old landing pages’ feature was pretty robust but you had to start from scratch most of the time. But sometimes it’s easier to edit or tweak than it is to say, wow, that blank page is staring at me. So, you might say let me sit down to that later when I can really think that through.

IMG_7919But the new landing pages have a much more modernized UI that allows very easy drag and drop, and dozens of dozens of templates and little template widgets so you have a really great starting place to quickly get to the outcome you want to get to. The other thing that is really important is making sure landing pages on mobile devices look great. everything has to be mobile first, and 100% of our new landing pages are mobile responsive and optimized for mobile.

Laurie:  It takes the burden off the back of business owner to say where do I start. It also offers best practice advice about what you should put on a landing page, right?

Terry: Exactly. And that’s absolutely necessary for a small business owner. I trust my bicycle shop repair guy to fix my bike. He does that all the time. He knows how to do it, he knows how to tune it, if I’m choosing a new bike, which one. But when it comes to marketing, not only he doesn’t know, he doesn’t want to know. He got passion about the bike shop and so we need to give them that simplified path to marketing success.

This post is sponsored by Infusionsoft.

Can Propel Take Infusionsoft—and Small Business Marketing—to the Next Level?

Founded in 2001, Infusionsoft has always focused on providing small businesses with 25 or fewer employees sales and marketing automation solutions to help them grow. Over the years, Infusionsoft now has 34,000 companies and over 135,000 users subscribing to its solution. However, it has just scratched the surface when it comes to penetrating the very large and diverse small business universe.

Infusionsoft has faced challenges in expanding its footprint because although its solutions have proven to be powerful and effective, they take considerable time and energy to configure and learn to use. While there are certainly some small businesses with the appetite to make this investmentpeople Infusionsoft calls “builders”there are arguably far more that lack the time or interest to make this investment.

At ICON17, Infusionsoft’s annual user conference, the vendor announced, among other things, Infusionsoft Propel, a new solution designed to meet the needs of these customersand help Infusionsoft take its own business to new heights.

Infusionsoft Propel: Turnkey Marketing Campaigns for Small Businesses

Infusionsoft Propel offers small business a new and different way to automate marketing campaigns. Designed from the ground up to offer a fast, guided experience to create automated marketing campaigns and follow up, users can set up and launch bite-size automated campaigns in minutes.

Infusionsoft Propel is built specifically for users that don’t have the time or interest to learn how to use software. Users select a templated campaign from a gallery, such one designed to get repeat business with a special offer, or get reviews on social media (Figure 1). The tool pulls in the company’s logo, branding, and colors automatically, and optimizes the campaign for both mobile devices and desktops. It also uses pre-built connectors to pull in and organize data from other applications, such as email, Facebook, and Intuit QuickBooks Online, so users have all the info they need in one place.

Figure 1: Infusionsoft Propel Screenshots

Once launched, Infusionsoft Propel gently reminds the user to set and complete follow up activities.Infusionsoft is using Google’s App Engine and machine learning to help shape this automated follow up.

In limited access beta now, Infusionsoft expects to launch the product for general release later this year as a freemium offering, with pricing for upgraded versions driven by factors such as consumption and list sizes.

While Infusionsoft has seeded the offering with several campaigns, it’s also bringing partners on board, providing them with full access to Infusionsoft Propel via Infusionsoft Partner Edition. Partner Edition offers tools to help partners build, package and deploy campaigns, and to manage clients. Infusionsoft’s goal is to have partners develop specialized campaigns that meet a spectrum of micro-verticals and other specific requirements.

Perspective

Attracting new customers, growing revenues and maintaining profitability are top challenges for small businesses (Figure 2). But many are consumed with just keeping up with day-to-day tasks of running the business. They don’t have marketing expertise or experience, and are wary of the time it takes to get productive with a new solutioneven though they may see the need and want to try one.

Figure 2: Top Business Challenges for Small Business

Infusionsoft’s vision to serve these customers is a lofty one. Infusionsoft Propel caters to these small business users, and the growing expectation that people have for the immediate gratification they get from consumer apps, such as Facebook and Instagram.

Designed to compete against the inertia that prevents many small businesses from implementing marketing solutions, Infusionsoft hopes to give the enormous market of businesses that need an easy on-ramp to marketing automation so they can stay connected, nurture customer relationships and grow without becoming marketing gurus.

Infusionsoft Propel looks good on paper, and in the demos. However, this initiative represents a big shift from Infusionsoft’s flagship solution, not only for Infusionsoft, but also for the partners that are essential to scale and accelerate market growth.

To succeed, Infusionsoft needs to elevate market awareness for Infusionsoft Propel and the Infusionsoft brand to a new, broader and different type of SMB customer, and convince them that this solution really is easy.and provides clear beneifts At the same time, the vendor needs to develop a compelling business model to get both existing partners engaged, and to recruit new ones that may, in some cases, be a better fit for Infusionsoft Propel customers.

 

 

Keep Calm—and Get Marketing Organization with Lately

Laurie:  Today I’m talking with Kate Bradley Chernis, the CEO of Lately, which is a new company that helps businesses to consolidate and streamline marketing activities into more of a unified step-by-step playbook. Kate, before we get into what Lately does, can you tell me a little bit about yourself and the company?

Kate:  Sure. A little background on me is I own a marketing agency. Eight years ago I was managing a Walmart campaign and the best tool that I could find to organize everything was this insanely thorough spreadsheet. I pulled in everything from analytics to budgets, and I made a calendar, added the graphics and key messaging and everything else we needed for the campaign. We were doing radio, TV, cable and social media and more. The results for the campaign were 130% ROI for three years, year-over-year. Walmart rolled the template of my spreadsheet out to all their campaign managers, which was awesome. Then I noticed that my other smaller clients, startups or non-profits or other smaller businesses than Walmart, had similar problems and we were getting the same type of success using my spreadsheet for their campaigns. Lately was born when I had the idea to automate this process.

Laurie:  So you turned the spreadsheet into a solution to streamline set up and all the tasks in the campaign?

Kate:  Exactly. It’s called Marketing Resource Management, which isn’t a sexy term, and hard to understand because its sort of a new category. Basically, it’s the idea of managing pieces, kind of like a dashboard for all of your marketing.

Laurie:  How long ago did you launch Lately and then, can you tell me about what it does?

Kate: Lately was born live to the world in Octoberjust a few months backwhich is exciting. Lately does a lot of stuff. For instance, we have marketing calendar so you can instantly see what’s going out, when it’s going out. You have visibility and can easily show your boss or clients what you’re doing. We also help you automatically organize messaging. For example, we can check messaging as you type it in to make sure it’s consistent. We know that marketers forget to use key messaging 82% of the time, so we catch this. We even create messaging for you so you can just push it out.

Laurie:  Yes, you showed me that in the demo, which is on your site. So anyone that’s interested can see the way Lately just kind of auto magically does things for you.

Kate:  Our goal is leverage all the work you do, help you do it faster, and make it easier collaborate with team members. For me, I find that organization makes me feel calmer as a person and that’s the feeling our customers get too–it’s all here, it’s super organized, now I can get my work done and feel more empowered.

Laurie:  Is Lately for marketers, agencies, small, medium, large businesswho are you targeting?

Kate:  That’s my favorite question. Short-term, its small marketing agencies or consultants similar to me, who are forgiving, because it’s a new product. So we’re learning with them, they’re our partners and we’re building the product out based on their input. Most of these folks that work with about 25 clients, which is ideal, because our long-term goal is to reach SMBs. We want Lately to become the QuickBooks for marketing. Just like QuickBooks pulled back the black curtain, on accounting so that anyone can do it, even meI’m a fiction writing majorour goal is to make it easy for anybody to do marketing.

Laurie:  Tell me a bit more about the category you’re putting Lately inMarketing Resource Managementwhat defines the category, and how does Lately differ from other offerings in it?

Kate:  You can kind of think of it like Lately is trying to do for Marketing Resource Management or MRM what Salesforce did for CRM. Currently, there are a handful of MRM competitors. Their solutions start at $25,000, and they’re made for an elite group of marketers who really know what they’re doing and have pretty high technical skills. Whereas, Lately starts at $99 and like I said, its simple and designed for self-service. That’s $99 per month per company, so you can invite as many people as you want to use it.

Laurie:  About how long does it take for non-marketers to get up and running and productive?

Kate:  It takes seconds and it is do-it-yourself. Being that we are so new, we love to give people a 15-minute demo first just to make sure we know the basics. But it literally takes seconds. I was giving a demo to a class the other day. There was a Macintosh there, which I’m bad at using that’s I use a PC, so I needed help with the Mac. A student came up and just did the demo for me because it was so easy.

Laurie:  How are you kind of getting the word out and marketing and selling this?

Kate:  We’re starting out light, looking specifically for smaller marketing agencies and consultants who want to get in on the ground floor and partner with us. So, we’re social media, we’re constantly testing our own messaging, and just doing direct sales and marketing right now. So we’re really excited to have this opportunity with you because we haven’t thrown a lot of spaghetti at the walls yet!

Laurie:  Well, the demo looks great, definitely worth a look!

Kate:  Thank you so much.

 

Act Local to Grow Global: Part 1, Entrepreneurs’ Organization

world-549425_640How can quality localization help small and medium businesses (SMBs) enter, sustain and grow their businesses internationally? I’ve been interviewing customers for this four-part blog series, sponsored by SDL, to learn more about how SMBs are using localization to improve customer experience and grow their businesses.

In each interview, we discuss the role that international markets play in these businesses’ growth strategies, and how they are using centralized language localization services help them improve engagement, sales and retention in overseas markets.

In this first interview, “Entrepreneurs’ Organization: Using Localization to Grow International Membership,” I talk with Taylor Collision, Marketing Manager at the Entrepreneurs’ Organization (EO), a global, non-profit membership organization designed exclusively to engage leading entrepreneurs helping them learn and grow. We learn why international growth is critical to their business, and discuss how EO is using localization to help expand membership in key international markets.