We believe service professionals deserve to focus on

what they love. They don’t love marketing.

We do.

We combine remarkable content and elegant

technology in an inspired marketing suite.

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We believe service professionals deserve to focus on

what they love. They don’t love marketing.

We do.

We combine remarkable content and elegant

technology in an inspired marketing suite.

A Word From CraigThe ability to automate a content marketing system has fascinated me for the last 3 and a half decades.

I earned my degree in communications in 1975. At the time the best way to get a piece of content in front of as many eyes as possible was a printing press.

It was this interest plus the fact I needed a job to help pay for school that lead me to a job working at a publishing house. The way the machines automatically churned out content inspired me so much that I based the rest of my career on the concept.

The automated technology of today is definitely faster, more prolific and cheaper than the printing presses of my youth. The concept, however, is still the same: automate as much manual work as possible and then adhere to predetermined processes to do the rest.

Successful service professionals dedicate the majority of their time, money and talent to doing the thing they love to do most; their job. They don’t have a marketing team or any other kind of marketing support system. When they try to take on their own marketing they quickly become overwhelmed.

I believe automation is the secret weapon that the independent service professional can use to even the playing field.

I hope you find the tips, tools and tricks in this whitepaper helpful. If you have any feedback please find me on facebook or tweet me @CraigFaulkner_

Thanks, Craig Faulkner

Craig Faulkner, CEO of FMG Suite

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How to Create an Automated Marketing Strategy

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Content - Your Automation Fuel . . . . . . . . . . . . . . . . . . . . . . . . . 6

What types of content can you use to make your automation engine run smoothly? Download the Nurture Campaign Template for your first email drip campaign.

Channels - Your Automation Distribution. . . . . . . . . . . . . . . . 1 0

Establish the ways that you will publish your content and how interested prospects will be able to find your services. Download the Automated Channel Package to ptimize your distribution system.

Platform - Your Automation Hub. . . . . . . . . . . . . . . . . . . . . . . . . 8

Choosing the right technology to house, distribute and measure your content and its engagement is a crucial part of automation. Download the Content Platform Template to match your content to the right platform.

Metrics - Your Automation Scoreboard . . . . . . . . . . . . . . . . . 1 2

Establish the analytic scores that will help you perfect your automated message. Download this Feedback Loop Worksheet to help you narrow in on your ultimate strategy.

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A well-designed marketing automation system is like a high end sports car. You can spend all the time and money you want putting it together, but without the right kind of fuel, you will never get optimal performance.

Good marketing content always has a specified purpose. By focusing on the end action you want your audience to take, you’ll be able to match the right kind of content to your marketing system.

ContentThe Fuel of Your Marketing Automation

Purchase Follow-up - Make sure your onboarding process is going according to plan.

Up-sell/Cross-sell - Educate your new clients about your additional offerings and give them a chance to increase their buy-in.

Time-sensitive Reminder - Let clients and prospects know about important dates and limited run promotions.

Customer Appreciation - Invest in those who invest in you; show your customers they are a crucial part of your business.

Client Reactivation - Inactive clients are one of your biggest oppor-tunity groups. Remind them what interested them in the first place.

Content Goals

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Create Your First Nurture CampaignYour content is your chance to make a first impression. Each piece needs to push your clients and prospects along a path to purchase. One of the best ways to help with this forward momentum is to create a drip campaign -- a series of communications triggered by an action (purchase, signing up for a newsletter, requesting a consultation, etc.)Below is a list of 4 email templates that you can use to craft your first Nurture Campaign.

DOWNLOAD YOUR NURTURE CAMPAIGN TEMPLATE HERE!

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PlatformThe Hub of Your Marketing Automation

Choosing the right technology to house, distribute and measure your content and its

engagement is a crucial part of automation. By using Calls to Action and form captures, you

will be able to use content to drive people to your platform and add them to your email list.

An automated platform is essential for generating leads.

How well does the platform receive information, commentary, criticism and other forms of

engagement from an audience? Interaction sets the stage for the relationship you build with

your audience. And many platforms are characterized by the kind of interaction they invite,

including comments, single-action buttons and the general tone of the conversations that

go on in their community.

Your platforms will make or break your automated strategy. Consider your content and then choose a platform that will give you the control you need.

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Match the Right Content to the Right Platform It’s important to make sure that your content is getting out on the right platform. Below is a template

for content platform management. It is a great tool for not only planning, but for tracking the response

that a piece gets on a particular site to help you retarget.

DOWNLOAD YOUR AUTOMATED PLATFORM CONTENT TEMPLATE

This template can also be used for bulk uploading to many automated posting programs like

Hootsuite and Buffer.

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ChannelsThe Distribution of Your Automation

One of the most crucial aspects of automation is your marketing channels.

Think of your marketing channels as two-way streets. They allow you to push content out

and guide prospects in. Every marketing channel consists of a few key elements.

Integrated Platform - Most, if not all, reputable platforms provide some mechanism to tie them to your hub.

Call to Action - A direct invitation to interested parties to increase their investment in your services.

Action Trigger - Your channels must be able to recognize user actions and respond with pre-programmed workflows.

Analytics - Gathering information on how your audience engages with your content is crucial for your content creation strategies.

Monitoring - No automated system should be left running on its own. Put a process in place where you routinely check your channel.

Automated Marketing Channel Elements

DOWNLOAD YOUR AUTOMATED CHANNEL PACKAGE HERE!

Automated Channel PackageHere are a few simple tools you can use to help automate and manage your content distribution

process.

If you fail to plan to post, you plan to fail

to post. The first step of automating your

channels is to plan out when and where

content will go out.

The FMG Marketing Calendar

What invitations can you extend to your

prospects and customers that will inspire

them to take action? Here are some Calls

to Action that work well for FMG Suite.

The FMG Call to Action List

Identify what matters most to your

prospects and customers, then design

your channel around them. This should be

a living document that is updated from the

information you gather through analytics.

The FMG Persona Template

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MetricsThe Scoreboard for Your Marketing Automation

ViewsEyes on the Post

Depending on the platform and content type, you have

anywhere from 2-15 seconds to grab someone’s atten-tion. If your reach is large

but your engagements are low, consider adding more

exciting content to your intro.

EngagementsExpressions of Interest

Most online platforms provide some way for viewers

to acknowledge a piece of content. Likes, retweets,

comments, embeds -- these are all important metrics that show there is general interest

in what you are posting.

ConversionsThe Success Metric

If you’ve made a clear Call to Action, it should be easy to see which prospects acted on it. We believe in Single Action Content (SAC) that

directs the user to take one action because it makes

success easier to measure.

The Unexamined Automated SystemYou may have heard the term “Set it and Forget It”. If you do not retarget your automation you risk wasting time, money and, worst of all, opportunity.

If you’ve chosen the right platform and installed the right Calls to Action, you should have defined metrics that you can use to determine where and how your automated system is succeeding.

“Marketing without data is like driving with your eyes closed.” - Dan Zarrella

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DOWNLOAD THE FEEDBACK LOOP WORKSHEET

The FMG Feedback LoopThis simple four step process is incredibly powerful. Schedule Feedback Loop sessions on your

FMG Content Calendar. Gather with your team and follow the four steps to help you retarget your

automated efforts.

The FMG Feedback Loop Process

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