Nadine J LarderFounder/OwnerPrinterBees.com

Author of:

• Don’t be the person whose cell phone rings

• Downloads available

• Questions - Love them!

Housekeeping Items

About Nadine• Corporate technology sales, Silicon

Valley

• Always an entrepreneur

• Corporate America was my business school

• Self sworn to never have a JOB

• “Mompreneur” to 5 children

Small Business Owner• Founded IntelliSell - Sales Training

Consulting/Recruiting

• Clientele: Creative Labs, Lucent, Netcom, Nortel, etc.

• 9/11 last day in business

• Career change to real estate through 2007

• Expertise in small business/real estate marketing

PrinterBees Est. 2008• One Stop Marketing Shop For Small Business

• Serve Realtors® & small business owners

• Businesses need marketing to survive

• PrinterBees IS a marketing department

• Marketing in a recession

• Design, Print and Promotional Marketing

Why We Do It

PrinterBees special ingredient!

Before and After

Before Infusionsoft

• 3 Years in Business | 1166 Contacts

• Using iContact to manage email list Open rates under 5%

• Prospects and clients going in to a black hole

• Repeat business dismal based on lack of follow-up

3 Years Later• 6 years in business | 13,000 qualified leads

• Repeat business makes up 50% of current business

• List quality is outstanding | Higher open rates (25-40%)

• No need for additional headcount to manage leads

What We’ll Cover

• How Infusionsoft can change your life/business

• Creating opportunities to follow up

• Putting Infusionsoft working for you

• Building your list: quality vs quantity

• How to get more repeat business

The Secrets Of How We

Added

11,834 qualified

quality leads to our database in

3 years

We Manufacture Follow Up Opportunities

• Print Samples

• New Customer Coupon Campaign

More Opportunity • Real Estate Marketing

Magazine

• Provides valuable information and downloads

• A reason to come back

• The cost for subscription:An email address

Creating Opportunity • SMBSmarts.net - The Secrets I Share With My

Friends

• Provide Value

• Social Media

Increase Your Business Instantly With Targeted Follow Up

• People ordering print samples = In the market for printing

• Subscribers to REMM = Realtors® who want to market

• Subscribers to SMBSmarts = SMB owners looking for help

• Printing coupon download = About to purchase printing

• Expired listing download = Agents marketing expired listings

Switching OnThe Lead Machine…

More LeadsMore Opportunity to Follow

Up• Warm leads vs. cold calling

• Following up vs. invading the inbox

• Highlights brilliant customer service

• Repetition, recognition, familiarity and branding

• Relationship building

Possible Lead Sources• Downloads

• Coupons and offers

• Changes in laws or guidelines - spoon-feed it!

• Something of value to a specific type of lead

• Anything the perfect customer will pay for with an email address

• Networking events

• Anything that provides the opportunity to follow up!

More Hooks = More Leads

• Start with one hook and add more hooks over time

• Rome wasn’t built in one day

• Started with one and just kept adding to create more opportunity

You have leads...Now what?

Who Follows Up?

• The percentage of people who follow up is dismal

• Your competition isn’t likely following up

• 7 Realtors® to find one who would follow up

• Automating your follow up will make follow-up happen

• PrinterBees had no follow up before Infusionsoft

Put Infusionsoft In Charge• Put it to work like you would an employee

• Make Infusionsoft responsible for follow-up

• Do it one step at a time (set it and forget it)

• As you follow-up on leads, create templates in Infusionsoft

• Dedicate one afternoon a week to work on your business instead of in it.

• Start with something simple - New Customer Coupon

Training Infusionsoft• Identify the opportunities in your business that would benefit

from follow up

• Where are you not following up currently?

• Make a list of everything that doesn’t require human intervention

• Which tasks within your business are repetitious?

• What is the same about every transaction?

• What can be delegated?

• Where are the black holes in your business?

Post Sale Follow Up• Every client receives a “welcome” email from an

account manager at PrinterBees

• Post sale email answers all FAQ’s

• Anything we can do to avoid phone calls

• Customer always updated on the status of the order

• Invitation to buy again with a repeat customer coupon

• Reminder before coupon expires results in many repeat orders

The Steps…• Thank you for your order

• You should have your proof by now..did you receive it?

• Going in to production

• Shipped, it should arrive by:

• Did you get your shipment?

• How’s the product?

• Here’s a coupon, please come back

• Your coupon is about to expire

Making The Magic Happen

My Top Infusionsoft Tools

• Templates

• Campaign Builder/web forms

• Follow-up sequences

• Note sequences and tasks

• Tags

Templates

• Templates is where you should always hang out

• Anything that is repetitive should be in templates

• All marketing messages belong in templates

• Name templates so they are easy to find

Campaign Builder

• Provides structure and direction

• Use web forms to collect your leads

• Embed forms on to your website and blogs

• “Self-serve” lead generation

Campaign Builder

Follow-up Sequences

• Use follow up sequences to follow up on every lead that enters your database

• Model your sequences after what you perceive is the “perfect” follow up

• Turn them off, once the prospect has converted to customer

Print Sample Campaign

2,473% ROI

Note Templates/Tasks• Note templates can kick off a series of events

revolving around the perfect follow up scenario

• Provide call scripts in note templates so team knows exactly how to execute the perfect follow-up

• Note templates to remind and alert the team

• Scheduling tasks as part of the follow up reminds the team, “it’s time to pick up the phone”

• Integrate print media

Tagging

• Tags segment your list

• Realtors®, small business owners, consumers, affiliates

• Tag according to how you want to market

We Keep It Personal• People do business with people they know

and like

• Corporate communication is “corporate”

• People connect with other people

• Customers feel like they matter when they have a direct contact at your company

How To Approach Your List

• Court your prospects, it takes time

• Dating before marriage

• Warming the list

• Familiarity

• Relationship building gains trust: Shows respect the boundaries of the inbox

It’s Not About You…• Email marketing should be about what’s in it for

the customer

• Needs to solve the customer’s problem

• Customer doesn’t care about you or what you’re selling

• Customer’s only care: Does your product solve their problem?

• Your job: Solve the customer’s problems

Building A Quality List• The quality of your list determines the quality

of your leads and your ability to convert

• List quality determines customer quality

• Quality comes from an organically grown list

• Improve list quality with tags

• Email blast based on tags, customer type, etc.

Quality Over Quantity

• The value in your list is in the quality, not the quantity

• The marketing message needs to match the audience

• List segmentation is key to email marketing success

• Different customer types

Integrate Print Media

• Have a mailing address? Use it!

• You have their attention, keep it while you can

• Many people have junk email accounts

• Meet prospects where they are based on what they share

Infusionsoft Integration Ideas

• Mechanic

• Hair Stylist

• Real Estate

• Retail Store

• Direct Marketing

• Job Hunting

Experience PrinterBees

• Experience our marketing by becoming part of it

• No spam! Unsubscribe anytime

• Register for a coupon code - duplicate our system

• Request print samples: Experience print marketing automation

• Use it as a roadmap for your own business

What I Know For Sure About Small Business

• No List = No Business

• No Marketing = No Business

• Building a list should be a #1 priority

• Small Business Owners must learn to delegate

• Too much to do, not enough time to do it

• Marketing gets put on back burner

• Consistency is a struggle

The Secrets Are All In The Book Including Infusionsoft

• www.SmbSmarts.net

• Step by step guide

• Everything you need to be thinking about as an SMB

• How to market

• How to build your list

• Hiring that leads retiring

Questions

Nadine J Larder

www.SmbSmarts.netAvailable On Amazon

Includes a FREE Wine Glass orCoffee Mug!