Take Full Advantage of Infusionsoft:
5 Key Planning Steps to Create Powerful Infusionsoft Campaigns
by Eric Johnston, Idea Return Technology Director
During our work with clients, we’ve encountered several people who have amazing ideas in their head for upcoming launches, but they are a bit clueless how to translate that into an Infusionsoft campaign. This leads to a campaign they create, which is missing several of the vital pieces that could have really made their marketing stand out.
Today, we want to look at the planning side of things. How to take your idea and translate it into Infusionsoft.
1) What Is the Goal of This Campaign?
Before you even begin creating your campaign, you should have a goal in mind. What is the point of creating this campaign?
Is this a lead capture campaign, designed to convert viewers into leads that you can market to? What are you going to be marketing to them? Where are they coming from?
Is this a client delivery campaign? Is this what happens after they purchase a product? Which product? Is this their paid content or is this upsells and additional marketing?
Get specific so you know exactly what you want to cover at bare minimum.
Once you have it in mind, write it down. If you can’t put words to what your goal is, chances are you aren’t entirely clear of it yourself.
2) Mind-Map Your Idea’s General Flow
This doesn’t necessarily mean you have to draw out a mind-map (though we’ve found that using something like MindMeister can really help), but it means think about what you want to happen and how you want it to happen. Lay it out in your head (or preferably on paper / written out) chronologically.
Someone lands on your website, they fill out a form, they’re sent a series of emails followed by another form and then you schedule a one-on-one strategy session with the leads that qualify…
This is a critical first step to for creating your campaign. Even if you do nothing else on this list, you will have to complete this step in order to even consider creating a campaign.
Unfortunately, we find that many people stop here despite this only being the first step and then walk away with a very lacking Infusionsoft campaign.
3) Take a Break and then Walk Through Your Idea Again
In the second step, we laid out the basic plan. Now we want to go back over it with fresh eyes and thinking about the goal from the first step. We want to make sure that we aren’t missing something critical.
One of the best things you can focus on is going to be “What Could My Client Do Here?”
What happens if someone never reaches the second form, requesting feedback? Do you have a nurture sequence prepared or do you just abandon that lead (wasting all of the time and money it took to capture it)? Maybe you can re-use another campaign that you created specifically for nurturing clients?
It is important that you really consider each step along the way. If you were a client, what COULD you do.
After you fill out a webform, what happens if you never see any of the freebie emails? Wouldn’t it be great if you had something in place that would reach out again after several days that says “Hey, I noticed it looks like you didn’t click any of the links I sent before… I just wanted to make sure you received all of these valuable free gifts, so I’m sending another email with all of them in one place!”
This email could be the difference between a conversion and a lost lead and possibly a later spam complaint.
4) Ask Yourself, “What Does My Client Want?”
Now it’s time to get into some of the more powerful stuff that can really take advantage of Infusionsoft.
We don’t just want to consider what a client could do while they are in our campaign, we want to consider what a client might WANT to do.
Often we create a campaign for a single goal and we only allow one path (straight towards that goal). This is great because it’s quick and it gives our clients a focused channel to go through. However, this isn’t always the best option.
Think about your lead capture. Someone will sign up to it from your website, and then you send out a series of free content (the incentive) and possibly follow up with a feedback form or a nurture campaign. It’s a very singular path.
What if someone wants more information about a specific topic?
Do you have a link in that email that allows them to get more information? This could be as complex as another campaign that is specifically focused on that type of content, or it could just be a link to a blog post specifically about that topic.
Don’t overwhelm your client and always keep it simple, but if there’s an opportunity to increase conversion or create a stronger bond with your leads, you definitely want to take it!
Adding in these extra little tidbits will increase the amount of value that your client sees in you and can also help show your client that you are an expert on the topic.
5) Write Out / Mind-Map Your Full Campaign
Now we’re going back to the “drawing board”. We have our primary goal and our original flow, we’ve identified important spots where we might need to “catch” our leads if they fall off our path, and we’ve created opportunities where our leads can engage with us more or get additional value.
It’s time to put the final draft down on paper. If you completed the second step on MindMeister or a similar mindmapping tool, this is often just as easy as adding in some extra bubbles and maybe moving a few things around. If you did this all in your head, I would suggest either pulling out some paper or finding a mind mapping tool.
You want this out on something that you can refer back to, make notes on and send to someone else.
Make sure that you have a clear beginning and at least one clear final goal (remember that the more goals you have, the more clouded your marketing can become and the less effective).
Your campaign might look something like this:
(note: this is a very basic drawing of a campaign just to give you some idea)
You now have something that you can either take to Infusionsoft and create yourself or that you can just send straight over to an ICP, OBM or your VA.
I’m Not Sure How to Start
We’ve put together a fill-in-the-blank style handout that you can download below. Simply fill in your name and email and you can download the PDF.
This handout will help you walk through everything someone working on your Infusionsoft campaign would need to know to get started.
This tool is completely free, so don’t be afraid to use it over and over again as you create your campaigns. Feel free to share this with clients, friends and colleagues. We’d love to help them create their campaigns the way they imagined!
Need Extra Help?
Sometimes, it can be hard getting started, or you might just not have the time to invest in all of this by yourself right now.
With our Strategic Consulting Hourly Block Packages, we can help you walk through the above steps, determining exactly what your campaign needs and where we can make it stronger. Work one-on-one with Tonya to draft out your campaign with the help of her experience and insight.
Then use our Tech Implementation Hourly Block Packages to have us actually go into your Infusionsoft and create the campaign you design.