Nuts & Bolts: How Voice Marketing Works In 2019

Source: https://postfunnel.com/nuts-bolts-how-voice-marketing-works-in-2019/

At one time, being able to talk to computers was a fantasy right out of Star Trek. Today, it’s a modern reality. Not only do we have access voice-operated platforms, like Alexa and Siri, but our smartphones and accessible smart speakers give them widespread reach. These voice assistants aren’t just novelties: They also allow us to shop, listen to music, engage with social media, and more. As customers increasingly engage with businesses using voice technology, new voice marketing opportunities will emerge, enabling brands to provide unique and personalized services.

As part of PostFunnel’s Nuts and Bolts series, we’ll delve into the world of modern Martech to shed some light on tools and best practices being used by you — our fellow marketers — in your day-to-day strategies. Every month, our experts will sink their teeth into another aspect of this fascinating field, hopefully inspiring you to elevate your business through smart marketing.

What is voice marketing?

Voice marketing refers to ad campaigns and marketing initiatives that are deployed using voice-operated devices. When coupled with an internet-of-things (IoT) digital infrastructure, voice marketing has the potential to offer a highly personalized customer experience. Voice assistants can connect users to customer service channels or execute a purchase with just a few words.

What are the most popular voice-operated devices?

Most of the general public is familiar with Amazon’s Alexa, but it’s merely the first voice assistant to be depicted on the global stage. Voice technology is relatively easy to integrate with a wide range of devices, from smart speakers to everyday smartphones.

Smart devices

Voice assistants are most commonly associated with smart speakers like the Echo, but those are a relatively recent development. The most common voice-activated devices are already all around us, built into the smartphones people use every day. Apple and Google have integrated their voice assistants into smartphone operating systems, where they are used to conduct web searches and manage other device functions.

Meanwhile, the potential for voice assistants continues to spread to other voice devices. Smartwatches and televisions let us control operations from a voice-based interface, while smart homes operate air conditioning systems and music players. While these devices are less common than smartphones, smart homes deliver an integrated experience that doesn’t rely on standalone devices. They could be the next evolution of voice technology.

Amazon: Alexa

What most customers refer to as “Alexa” is the Echo, a smart speaker system released by Amazon in 2014. Designed initially to expand Amazon’s device portfolio beyond the Kindle, the Echo operates through the Alexa personal assistant platform instead of a traditional interface. Alexa proved such a hit that it’s now available on Amazon devices like the Fire TV, as well as third-party iOS and Android systems.

Apple: Siri

Apple’s personal voice assistant, Siri, is available on most modern Apple devices. Any iPhone or iPad customer can access it by holding their home button, while devices like the Apple HomePod compete with Alexa by offering Apple Music integration. Since Siri is only available from Apple, the only downside is that it requires a broader ecosystem of Apple devices to unlock its full potential. Yet given Apple’s market presence, we certainly shouldn’t count Siri out anytime soon.

Google: Google Home

Google Home is Android’s approach to voice assistants, activated with the simple “Okay Google” key phrase. Outside of the Google brand recognition, Google Home benefits from being widely available across third-party devices, Android-powered or otherwise. Most of the top-rated smart speakers are compatible with Google Home, giving it perhaps the best reach of any voice assistant platform.

Microsoft: Cortana

Rounding off the market is Cortana, Microsoft’s voice assistant, the name of which was inspired by the popular Halo video game franchise. While Cortana has a limited reach compared to Google Home or Siri, it is included with the Windows 10 and Xbox One operating systems, and compatible with Microsoft speakers and headphones. Cortana is particularly notable for its ability to recognize natural voices and benefits from Microsoft’s investments in AI research.

What are the opportunities for voice advertising?

Voice assistants are a modern convenience with the potential to become much more. While voice commands take some getting used to, these audio-based interfaces can blend our physical and digital experiences. Voice devices are hands-free and highly-contextual, allowing users to seamlessly engage with the web without drawing attention away from their surroundings.

In terms of advertising, marketers can use voice technology to respond to these contextual activities. As a prime example, 71% of smart speaker owners use them to create shopping lists. Marketers could personalize ad deployments based on these lists while offering recommendations for similar products. Meanwhile, approximately 62% of customers use voice assistants to make direct purchases, a market that is projected to reach $40 billion by 2022. That makes voice advertising a field marketers cannot afford to ignore.

What are the opportunities for measuring voice marketing analytics?

Perhaps the most overlooked opportunity for voice technology is that of voice marketing analytics. Marketers may be able to optimize campaigns by using voice assistants to collect and aggregate metrics on user preferences and behaviors.

Perhaps the best example is voice identification. In 2019, marketing analytics is based mainly around device IDs such as smartphones to track customer journeys. Voice identification, however, can treat a customer’s voice commands as an audio-based fingerprint. This allows marketers to monitor customer behavior across multiple devices or track numerous customers simultaneously from a shared speaker or smart TV.

Voice analytics can also be combined with existing marketing techniques to enhance customer service interactions. The same processes that allow marketers to measure customer satisfaction, calculate retention, and reduce churn can be applied to voice channels. Over time, this can ensure that brand engagement via voice marketing is a high-quality experience that retains customers for the long-term.

What are the challenges voice marketing needs to overcome before it is realized?

Voice technology is so new that the potential of voice marketing techniques has yet to be realized. As such, it’s not entirely clear whether the benefits described above will scale to the same level as marketing for other channels.

The good news is that voice assistants have benefitted immensely from investments and research in the private tech sector. Errors and falsely identified words tend to occur less frequently than a decade ago, ensuring that voice marketing technology and analytics is at least functional. And yet, voice technology is far from perfect. Advances are still required to parse out jargon and accents, to say nothing of optimizing for international languages.

One possible concern is that voice assistant technology is almost entirely driven by four companies: Amazon, Apple, Google, and Microsoft. Any third-party vendors and analytical services who wish to operate in this market are effectively beholden to any limitations of these platforms. When any of these companies change their voice assistants or shift voice priorities, it can also put third-party vendors at risk.

Despite these risks, voice assistants represent a rapidly-emerging technology that can impact millions of potential customers around the world. If marketers can address the technical hurdles and scaling challenges, voice marketing might prove to be the most understated channel in a marketer’s toolbox.

Customer marketing challenges and opportunities

The post Nuts & Bolts: How Voice Marketing Works In 2019 appeared first on Post Funnel.

Read more

Nuts & Bolts: How Voice Marketing Works In 2019

Source: https://postfunnel.com/nuts-bolts-how-voice-marketing-works-in-2019/

At one time, being able to talk to computers was a fantasy right out of Star Trek. Today, it’s a modern reality. Not only do we have access voice-operated platforms, like Alexa and Siri, but our smartphones and accessible smart speakers give them widespread reach. These voice assistants aren’t just novelties: They also allow us to shop, listen to music, engage with social media, and more. As customers increasingly engage with businesses using voice technology, new voice marketing opportunities will emerge, enabling brands to provide unique and personalized services.

As part of PostFunnel’s Nuts and Bolts series, we’ll delve into the world of modern Martech to shed some light on tools and best practices being used by you — our fellow marketers — in your day-to-day strategies. Every month, our experts will sink their teeth into another aspect of this fascinating field, hopefully inspiring you to elevate your business through smart marketing.

What is voice marketing?

Voice marketing refers to ad campaigns and marketing initiatives that are deployed using voice-operated devices. When coupled with an internet-of-things (IoT) digital infrastructure, voice marketing has the potential to offer a highly personalized customer experience. Voice assistants can connect users to customer service channels or execute a purchase with just a few words.

What are the most popular voice-operated devices?

Most of the general public is familiar with Amazon’s Alexa, but it’s merely the first voice assistant to be depicted on the global stage. Voice technology is relatively easy to integrate with a wide range of devices, from smart speakers to everyday smartphones.

Smart devices

Voice assistants are most commonly associated with smart speakers like the Echo, but those are a relatively recent development. The most common voice-activated devices are already all around us, built into the smartphones people use every day. Apple and Google have integrated their voice assistants into smartphone operating systems, where they are used to conduct web searches and manage other device functions.

Meanwhile, the potential for voice assistants continues to spread to other voice devices. Smartwatches and televisions let us control operations from a voice-based interface, while smart homes operate air conditioning systems and music players. While these devices are less common than smartphones, smart homes deliver an integrated experience that doesn’t rely on standalone devices. They could be the next evolution of voice technology.

Amazon: Alexa

What most customers refer to as “Alexa” is the Echo, a smart speaker system released by Amazon in 2014. Designed initially to expand Amazon’s device portfolio beyond the Kindle, the Echo operates through the Alexa personal assistant platform instead of a traditional interface. Alexa proved such a hit that it’s now available on Amazon devices like the Fire TV, as well as third-party iOS and Android systems.

Apple: Siri

Apple’s personal voice assistant, Siri, is available on most modern Apple devices. Any iPhone or iPad customer can access it by holding their home button, while devices like the Apple HomePod compete with Alexa by offering Apple Music integration. Since Siri is only available from Apple, the only downside is that it requires a broader ecosystem of Apple devices to unlock its full potential. Yet given Apple’s market presence, we certainly shouldn’t count Siri out anytime soon.

Google: Google Home

Google Home is Android’s approach to voice assistants, activated with the simple “Okay Google” key phrase. Outside of the Google brand recognition, Google Home benefits from being widely available across third-party devices, Android-powered or otherwise. Most of the top-rated smart speakers are compatible with Google Home, giving it perhaps the best reach of any voice assistant platform.

Microsoft: Cortana

Rounding off the market is Cortana, Microsoft’s voice assistant, the name of which was inspired by the popular Halo video game franchise. While Cortana has a limited reach compared to Google Home or Siri, it is included with the Windows 10 and Xbox One operating systems, and compatible with Microsoft speakers and headphones. Cortana is particularly notable for its ability to recognize natural voices and benefits from Microsoft’s investments in AI research.

What are the opportunities for voice advertising?

Voice assistants are a modern convenience with the potential to become much more. While voice commands take some getting used to, these audio-based interfaces can blend our physical and digital experiences. Voice devices are hands-free and highly-contextual, allowing users to seamlessly engage with the web without drawing attention away from their surroundings.

In terms of advertising, marketers can use voice technology to respond to these contextual activities. As a prime example, 71% of smart speaker owners use them to create shopping lists. Marketers could personalize ad deployments based on these lists while offering recommendations for similar products. Meanwhile, approximately 62% of customers use voice assistants to make direct purchases, a market that is projected to reach $40 billion by 2022. That makes voice advertising a field marketers cannot afford to ignore.

What are the opportunities for measuring voice marketing analytics?

Perhaps the most overlooked opportunity for voice technology is that of voice marketing analytics. Marketers may be able to optimize campaigns by using voice assistants to collect and aggregate metrics on user preferences and behaviors.

Perhaps the best example is voice identification. In 2019, marketing analytics is based mainly around device IDs such as smartphones to track customer journeys. Voice identification, however, can treat a customer’s voice commands as an audio-based fingerprint. This allows marketers to monitor customer behavior across multiple devices or track numerous customers simultaneously from a shared speaker or smart TV.

Voice analytics can also be combined with existing marketing techniques to enhance customer service interactions. The same processes that allow marketers to measure customer satisfaction, calculate retention, and reduce churn can be applied to voice channels. Over time, this can ensure that brand engagement via voice marketing is a high-quality experience that retains customers for the long-term.

What are the challenges voice marketing needs to overcome before it is realized?

Voice technology is so new that the potential of voice marketing techniques has yet to be realized. As such, it’s not entirely clear whether the benefits described above will scale to the same level as marketing for other channels.

The good news is that voice assistants have benefitted immensely from investments and research in the private tech sector. Errors and falsely identified words tend to occur less frequently than a decade ago, ensuring that voice marketing technology and analytics is at least functional. And yet, voice technology is far from perfect. Advances are still required to parse out jargon and accents, to say nothing of optimizing for international languages.

One possible concern is that voice assistant technology is almost entirely driven by four companies: Amazon, Apple, Google, and Microsoft. Any third-party vendors and analytical services who wish to operate in this market are effectively beholden to any limitations of these platforms. When any of these companies change their voice assistants or shift voice priorities, it can also put third-party vendors at risk.

Despite these risks, voice assistants represent a rapidly-emerging technology that can impact millions of potential customers around the world. If marketers can address the technical hurdles and scaling challenges, voice marketing might prove to be the most understated channel in a marketer’s toolbox.

Customer marketing challenges and opportunities

The post Nuts & Bolts: How Voice Marketing Works In 2019 appeared first on Post Funnel.

Read more

Nuts & Bolts: How Voice Marketing Works In 2019

Source: https://postfunnel.com/nuts-bolts-how-voice-marketing-works-in-2019/

At one time, being able to talk to computers was a fantasy right out of Star Trek. Today, it’s a modern reality. Not only do we have access voice-operated platforms, like Alexa and Siri, but our smartphones and accessible smart speakers give them widespread reach. These voice assistants aren’t just novelties: They also allow us to shop, listen to music, engage with social media, and more. As customers increasingly engage with businesses using voice technology, new voice marketing opportunities will emerge, enabling brands to provide unique and personalized services.

As part of PostFunnel’s Nuts and Bolts series, we’ll delve into the world of modern Martech to shed some light on tools and best practices being used by you — our fellow marketers — in your day-to-day strategies. Every month, our experts will sink their teeth into another aspect of this fascinating field, hopefully inspiring you to elevate your business through smart marketing.

What is voice marketing?

Voice marketing refers to ad campaigns and marketing initiatives that are deployed using voice-operated devices. When coupled with an internet-of-things (IoT) digital infrastructure, voice marketing has the potential to offer a highly personalized customer experience. Voice assistants can connect users to customer service channels or execute a purchase with just a few words.

What are the most popular voice-operated devices?

Most of the general public is familiar with Amazon’s Alexa, but it’s merely the first voice assistant to be depicted on the global stage. Voice technology is relatively easy to integrate with a wide range of devices, from smart speakers to everyday smartphones.

Smart devices

Voice assistants are most commonly associated with smart speakers like the Echo, but those are a relatively recent development. The most common voice-activated devices are already all around us, built into the smartphones people use every day. Apple and Google have integrated their voice assistants into smartphone operating systems, where they are used to conduct web searches and manage other device functions.

Meanwhile, the potential for voice assistants continues to spread to other voice devices. Smartwatches and televisions let us control operations from a voice-based interface, while smart homes operate air conditioning systems and music players. While these devices are less common than smartphones, smart homes deliver an integrated experience that doesn’t rely on standalone devices. They could be the next evolution of voice technology.

Amazon: Alexa

What most customers refer to as “Alexa” is the Echo, a smart speaker system released by Amazon in 2014. Designed initially to expand Amazon’s device portfolio beyond the Kindle, the Echo operates through the Alexa personal assistant platform instead of a traditional interface. Alexa proved such a hit that it’s now available on Amazon devices like the Fire TV, as well as third-party iOS and Android systems.

Apple: Siri

Apple’s personal voice assistant, Siri, is available on most modern Apple devices. Any iPhone or iPad customer can access it by holding their home button, while devices like the Apple HomePod compete with Alexa by offering Apple Music integration. Since Siri is only available from Apple, the only downside is that it requires a broader ecosystem of Apple devices to unlock its full potential. Yet given Apple’s market presence, we certainly shouldn’t count Siri out anytime soon.

Google: Google Home

Google Home is Android’s approach to voice assistants, activated with the simple “Okay Google” key phrase. Outside of the Google brand recognition, Google Home benefits from being widely available across third-party devices, Android-powered or otherwise. Most of the top-rated smart speakers are compatible with Google Home, giving it perhaps the best reach of any voice assistant platform.

Microsoft: Cortana

Rounding off the market is Cortana, Microsoft’s voice assistant, the name of which was inspired by the popular Halo video game franchise. While Cortana has a limited reach compared to Google Home or Siri, it is included with the Windows 10 and Xbox One operating systems, and compatible with Microsoft speakers and headphones. Cortana is particularly notable for its ability to recognize natural voices and benefits from Microsoft’s investments in AI research.

What are the opportunities for voice advertising?

Voice assistants are a modern convenience with the potential to become much more. While voice commands take some getting used to, these audio-based interfaces can blend our physical and digital experiences. Voice devices are hands-free and highly-contextual, allowing users to seamlessly engage with the web without drawing attention away from their surroundings.

In terms of advertising, marketers can use voice technology to respond to these contextual activities. As a prime example, 71% of smart speaker owners use them to create shopping lists. Marketers could personalize ad deployments based on these lists while offering recommendations for similar products. Meanwhile, approximately 62% of customers use voice assistants to make direct purchases, a market that is projected to reach $40 billion by 2022. That makes voice advertising a field marketers cannot afford to ignore.

What are the opportunities for measuring voice marketing analytics?

Perhaps the most overlooked opportunity for voice technology is that of voice marketing analytics. Marketers may be able to optimize campaigns by using voice assistants to collect and aggregate metrics on user preferences and behaviors.

Perhaps the best example is voice identification. In 2019, marketing analytics is based mainly around device IDs such as smartphones to track customer journeys. Voice identification, however, can treat a customer’s voice commands as an audio-based fingerprint. This allows marketers to monitor customer behavior across multiple devices or track numerous customers simultaneously from a shared speaker or smart TV.

Voice analytics can also be combined with existing marketing techniques to enhance customer service interactions. The same processes that allow marketers to measure customer satisfaction, calculate retention, and reduce churn can be applied to voice channels. Over time, this can ensure that brand engagement via voice marketing is a high-quality experience that retains customers for the long-term.

What are the challenges voice marketing needs to overcome before it is realized?

Voice technology is so new that the potential of voice marketing techniques has yet to be realized. As such, it’s not entirely clear whether the benefits described above will scale to the same level as marketing for other channels.

The good news is that voice assistants have benefitted immensely from investments and research in the private tech sector. Errors and falsely identified words tend to occur less frequently than a decade ago, ensuring that voice marketing technology and analytics is at least functional. And yet, voice technology is far from perfect. Advances are still required to parse out jargon and accents, to say nothing of optimizing for international languages.

One possible concern is that voice assistant technology is almost entirely driven by four companies: Amazon, Apple, Google, and Microsoft. Any third-party vendors and analytical services who wish to operate in this market are effectively beholden to any limitations of these platforms. When any of these companies change their voice assistants or shift voice priorities, it can also put third-party vendors at risk.

Despite these risks, voice assistants represent a rapidly-emerging technology that can impact millions of potential customers around the world. If marketers can address the technical hurdles and scaling challenges, voice marketing might prove to be the most understated channel in a marketer’s toolbox.

Customer marketing challenges and opportunities

The post Nuts & Bolts: How Voice Marketing Works In 2019 appeared first on Post Funnel.

Read more

Webinar Reports Need To Be More Practical

Source: http://feedproxy.google.com/~r/TheWebinarBlog/~3/P7dmYlu6u-s/thewebinarblog~Webinar-Reports-Need-To-Be-More-Practical.html

Today’s post is aimed primarily at webinar vendors… Product managers, design teams, and software engineers responsible for crafting the way their webinar/webcast platforms work. But please keep reading if you host, administer, or manage webinars for your organization. You have a tremendously important action item to take care of.

I’ll make multiple references to the following picture. Click to open it full-size in another window for easy access:

Sample webinar report

This isn’t taken from any particular webinar product. I cobbled it together by hand as an illustrative example of design features I often see replicated in many different platforms.

For the most part, I don’t have a problem with the data that vendors include in their reports. I have a problem with the way it gets presented. I find that I usually have to do quite a few manual editing tasks in Excel to make the data useful and convenient for analysis. On an occasional basis, that’s no big deal. But when I have to do the same tedious operations over and over across many report runs, I find myself asking why.

The easy answer is that the design teams at webinar companies don’t host and manage webinars. They write software. And so the practicality aspects aren’t obvious to them. If you have to do a little more work to massage the data the way YOU want it, what’s the big deal? It’s not that hard, and everybody has their own idea of what the “right” display should be… If we make things look the way you want, who’s to say another customer won’t want it another way?

That’s valid. All I want is a starting point that makes it easier for me to manipulate things to the way I want them. Let’s look at a few specifics to clarify the idea.

1) REGISTRATION INFORMATION. Look at spreadsheet columns B, C, D, E. They present standard cookie-cutter fields that almost every vendor allows you to capture on your registration forms. They are followed a bunch of other data columns, and then way out at the end, we see columns M, N, O. They contain the rest of the registration information for each participant. What are they doing out there? The answer is that these columns contain an arbitrary number of registration fields that have either been selected from the vendor’s list of allowed demographic items or have been added as custom fields by the person who scheduled the event. I get why it’s more convenient for the software coders to just tack them on at the end of all the fixed-position columns. But when I share the report with our stakeholders, they expect to see all the captured information about each registrant grouped together. So I end up cutting those trailing columns and inserting them next to the earlier columns. Can’t some clever programmer figure out how to dynamically generate the column structure so all the registration data is reported together?

2) TIME AND DATE INFORMATION. Look at spreadsheet columns F, G, H. Each date/time field carries all the information I need. The problem is that these get interpreted by Excel as text fields, so they are useless for sorting or performing calculations. It would offer much more convenience if vendors presented the data in a standard date/time format understood by Excel. If you want to indicate the time zone used in the report, put it in a column header label or add it as an explanatory text row or something else. And while we’re on the subject, there’s really no need for repeating the event date in the Enter and Exit time columns. All we want is a quick glance at the time codes. We can assume people came in on the same date.

3) TIME IN SESSION. Spreadsheet column I contains a similar formatting issue to the previous one. The data is readable as text, but can’t be sorted or used for Excel calculations. Just change the label to “Minutes in session” and insert integer values in the column.

4) PARTICIPANT RECONNECTS. I’m cheating here, as I didn’t show an example on my sample spreadsheet. But most vendors have a problem figuring out how to deal with participants who re-enter a webinar session. Webex traditionally added extra rows to their reports with a new entry for every connect time. GoToWebinar traditionally added extra text information in the Enter Time field, separating each connect time with a comma. I admit that it’s hard to know what a user is likely to want. After dealing with this situation for many years and countless webinars, I have decided that the most useful snapshot view is to see one record for each participant showing Earliest Entry Time, Final Exit Time, Entry Count, and Active Minutes In Session. That gives me key data points across my entire attendee population that I can quickly scan, analyze, and manipulate further in Excel if necessary.

ACTION ITEM FOR WEBINAR ADMINISTRATORS

Did any of these frustrations or suggestions strike a chord with you? Don’t tell me… TELL YOUR VENDOR! Redesigning software applications is costly and inconvenient. Companies only do it if they perceive a need. YOU are the one with the power to make change happen. Get on the vendor’s forum. File a ticket with an enhancement request. Write an email. Let them know what would make you more likely to keep using the product and recommend it to others. Product managers are not mind readers. Your feedback is the only way they know what matters to their users.

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ClickFunnels vs. Leadpages: The Ultimate 7-Point Showdown

Source: https://www.autogrow.co/clickfunnels-vs-leadpages-review/

ClickFunnels or Leadpages?

It’s a question that marketers and entrepreneurs have been struggling with for ages… 

And it’s a reasonable question! Both are “kings of the playground” so to speak. Because both make creating landing pages so easy and so accessible that anyone can do it. 

No developer team and no designers required. 

But the question is, when these two go head to head, who comes out on top? 

Is it the loud, rowdy, and overly-confident jock that is ClickFunnels? 

Or is it the cool and collected quiet kid in school called Leadpages? 

ClickFunnels has their entourage that follows them around everywhere they go. And their cheering tends to drown out the voices of anyone else around them. 

Leadpages, on the other hand, doesn’t have quite as big of a following. But the people that do use it tend to stick with Leadpages for the long haul. 

So as a digital marketer, entrepreneur, or business owner, you’re probably wondering which of the two is right for you?

And that’s exactly what I’m taking a closer look at today. 

In this article, I break down the classic ClickFunnels vs. Leadpages question. 

Inside I look at 7 different characteristics of each to help you decide which is the best tool to help you meet your specific goals. 

And though we’re a bit biased (we use Leadpages), it’s still an objective look at the two that you’re bound to get a lot out of. 

ClickFunnels & Leadpages: So… What Are They?

Put simply, ClickFunnels and Leadpages are tools to help you better market your products. 

And both do so by letting you build sales funnel assets like landing pages, sales pages, thank you pages, and upsell pages. 

That being said, ClickFunnels and Leadpages have two very different main focuses. And as a result, it’s only fair that I point out that each is aimed at solving a different problem compared to the other…

Leadpages: The Ultra-Powerful Landing Page Creator

Leadpages is first and foremost a landing page creator. 

With all the customization options and design tweaks you can incorporate with it, it’s easy to see why it’s one of the best around. In fact, it’s the landing page creator we use here at AutoGrow to build sales funnels for our Done-For-You service’s clients.

However, Leadpages’ focus on building beautiful and unique pages is what makes it both stand out from its competition and fall short where others thrive. 

Other platforms, for example, may have features like email campaign builders and CRMs built right into the platform. Leadpages, unfortunately, doesn’t. 

But just to drive the point home, what it lacks in breadth of built-in features, it makes up for in landing page design, flexibility, and power. 

ClickFunnels: The All-In-One Funnel Builder

ClickFunnels positions itself as the one-stop-shop for funnel building on your own. 

They make it super easy to create an entire sales funnel in less than 10 minutes. And if you want to spend a bit longer on it to optimize it for maximum conversions, well, it can do that too. 

Part of what makes ClickFunnels so great for marketers and entrepreneurs is that if you pick the right package, you’ll likely have everything you need to build your sales funnel without having to bring in any integrations. 

But ClickFunnels is quite a bit more than that. Because its affiliate marketing system stands way out from other platforms. 

Sure, some of that is because of the enormous hype that’s injected into its marketing strategy. But ClickFunnels also makes it incredibly easy to earn money with its affiliate system if done right. 

So in that sense, ClickFunnels is both an all-in-one sales funnel builder and a powerful affiliate marketing platform. 

Let’s Get To The Showdown

Alright, I’ve taken extra special pains to point out that these are in fact two different platforms with two different purposes. 

Leadpages is a specialized landing page builder with powerful customization options whereas ClickFunnels is an all-in-one sales funnel builder and affiliate marketing tool. 

And while both have features that overlap with the other, they’re both pretty awesome tools for doing what they set out to do. 

Now, let’s get to the fight. 

Round #1: Page Building

ClickFunnels – The main goal of ClickFunnels is to help you build funnel assets like landing pages, sales pages, and upsell or down-sell pages quickly and easily. And that’s exactly what its page builder does. 

There are plenty of templates to choose from, even though the interface for starting a funnel can be a bit confusing. 

There are literally 3 different navigation bars to choose from, actually. Have a look below to get an idea of how confusing all those different bars can look.

Creating a page is relatively easy though. All it takes is dragging and dropping sections that you want on your page to the canvas. 

Need a headline or subheadline? Drag it on over… 

Bullet points? Drag it on over… 

Plus, you can include custom elements like countdowns or autoplay videos pretty easily too.

One benefit that ClickFunnels has over Leadpages is the ability to add a built-in shopping cart. And that means you can throw in an “Add to Cart” button right on your landing page provided you have a payment processor set up. 

The problem, however, is that while creating a sharp-looking landing page is easy, its customization options are lacking compared to Leadpages. 

Leadpages – Leadpages provides all the ease-of-use of building a landing page with ClickFunnels. But where ClickFunnels falls short on customization options, Leadpages shines. 

It allows you to choose from a set of pre-built templates (there are a lot to choose from) to get up and running quickly or you can create your own template with the drag-and-drop functionality similar to that of ClickFunnels. 

Customization options are much more varied, even though novices might find using more advanced customizations a bit overwhelming (that’s where it pays to have an expert). 

On top of that, Leadpages will automatically deliver the digital assets you create if you so choose. 

Have a lead magnet you want to offer on your page? Pop in an opt-in form and anyone who clicks gets automatic delivery of it. And you don’t even have to lift a finger

One cool standout aspect of Leadpages is the fact that the page builder has a built-in “Leadmeter” that judges your page’s ability to convert based on best practices. And addressing areas that go against those best practices is as simple as clicking the Leadmeter. 

The screenshot below from a work-in-progress page shows how easy it is to spot and address these problems. 

Split testing is also especially simple with Leadpages. And since that’s where a lot of the magic happens when it comes to optimizing your page and maximizing conversions, Leadpages stands out as the best platform for getting the absolute most out of your pages. 

CONCLUSION: Leadpages Wins!

Round #2: Guidance

ClickFunnels – One of the best things about ClickFunnels is the fact that there are so many dedicated users, fanboys, and over-the-top zealots out there. And that means there are plenty of resources to help you get the most out of it. 

Plus, since a lot of the people who make these resources are actually affiliates and get a cut of everything you buy that’s ClickFunnels-related, that means they’re always trying to show you why ClickFunnels is so useful. 

That type of community involvement is one reason why the official ClickFunnels Facebook group has a whopping 228,000 members!

The problem, however, is that the official training resources from ClickFunnels aren’t the best around. They’re often low-quality videos with vague walkthroughs. Plus, the interface for accessing guides and walkthroughs isn’t especially user-friendly, making it hard to find the topic you’re looking for at first glance. 

If you have a question, you’ll then have to go through the support channels. And as we’ll see, those can be quite frustrating. 

That being said, ClickFunnels has just recently rebranded and relaunched its packages. And with Platinum (the higher-priced plan of the two they offer), users also get access to official ClickFunnels training videos. 

And the list of training courses included in Platinum is particularly lengthy too. 

The only downfall is these courses aren’t available for the standard tier, which is significantly more affordable than Platinum. 

Leadpages – Leadpages has a pretty vast network of resources for members and non-members to choose from. These resources include:

  • An active and helpful blog
  • A wide collection of well-made and informative ebooks
  • A weekly podcast
  • Webinars and other marketing training programs
  • Free marketing training university (ConvertedU)

A lot of this content focuses on increasing audience marketing know-how and how Leadpages can help supplement your marketing goals. 

For more Leadpages-focused material, there’s the Help Center. 

Inside, you’ll find detailed and step-by-step guides on how to actually use Leadpages to create gorgeous and high-converting landing pages. 

And as opposed to ClickFunnels, it’s really easy to know exactly where to go thanks to the attractive and simple interface (check it out below). 

Plus, if you get lost, confused, or can’t find the feature you’re looking for, the live chat support is always available to help you out. 

CONCLUSION: ??? – Was originally Leadpages but with the additional courses being released with Platinum, ClickFunnels may have pulled ahead. 

Round #3: Support

ClickFunnels – There’ve been nightmare stories about ClickFunnels’ support. 

Stories where customers had to wait 20 minutes between responses in the live chat. Or stories where the support staff can hold their own with the simple questions, but tend to break down into complete uselessness when things get a little more complicated. 

And a lot of the reviews out there say the same thing… ClickFunnels’ support is pretty lacking. 

That being said, ClickFunnels also benefits from the same quality that made it stand out in Round #3—its enormous user base. 

If you have a problem, reach out to one of the gajillion ClickFunnels Facebook Groups for help. 

You’ll be able to get the answer you’re looking for in a quarter of the time it takes to finally get in touch with support. And on top of that, you get to skip the so-so knowledge of the support staff and get help from the people that know the platform the best—the ClickFunnel fanatics.

Leadpages – Leadpages’ support undoubtedly has a bit of a better reputation than ClickFunnels. 

Users can open up a live chat window or fill out a support ticket describing their problem. It’s as easy as clicking an easy-to-spot “Open Chat” button at the bottom of the screen (see below). 

And from all of our interactions and most of those out there on the web, support staff are friendly, knowledgeable, and quicker to get back to you than the competition. 

The only problem here is the fact that live support is not available 24/7 for all packages. With ClickFunnels, it is. 

That being said, Leadpages actually gives you a phone number (!) you can call and talk to a real-life person. It takes being at the higher tier pricing package, sure. But it’s something ClickFunnels just doesn’t offer. 

CONCLUSION: Leadpages Wins!

Round #4: Email Marketing

ClickFunnels – Being the one-stop-sales-funnel-builder that ClickFunnels is, it shouldn’t come as much of a surprise that it comes with an email marketing system built right in. 

Formerly known as Actionetics, the ClickFunnels email marketing platform is now rebranded as Follow-up Funnels as of September 2019. 

With Actionetics, you can do most of the things you’d expect to do with a decent email marketing system. You can…

  • Segment your lists
  • Create rules based on engagement or past purchases
  • Track engagement across your readers
  • Perform other automation actions like adding contacts to your Facebook ads account

It’s a powerful email marketing tool that can do a lot for your business when you know how to use it right. 

That being said, Follow-up Funnels only comes with the higher price point plans. And since pricing (more on that later btw) jumps up by a whopping $200 after the initial tier, it can be hard to justify that kind of monthly fee if all you’re after is the email marketing functionality. 

Leadpages – Unlike ClickFunnels, Leadpages does not have a built-in email marketing system. 

Leadpages actually owns the CRM/email marketing company Drip. However, the two companies remain separate since the philosophy of Leadpages is all about focus. 

Leadpages focuses on building eye-catching landing pages while Drip focuses on email marketing and managing your relationship with customers. 

And as you’d expect, integration between the two is pretty seamless. 

There are plenty of other integrations that Leadpages offers, so you’ll never be short of options (more on that in the next round). But if you do want to use Drip, it comes with all the CRM and email marketing necessities like: 

  • A/B Testing
  • Lead Scoring
  • Segmentation
  • Interaction Tracking
  • Analytics
  • Customizable CTAs
  • …and more!

CONCLUSION: Leadpages Wins!

Round #5: Integrations

ClickFunnels – ClickFunnels has quite a few integrations. But as with getting in touch with their support staff in general, finding the complete list is a lot more difficult than it should be. 

That being said, here’s a quick list of the known ClickFunnels integrations.

  • Mailchimp
  • AWeber
  • GetResponse
  • Interspire
  • ActiveCampaign
  • GoToWebinar
  • WebinarJam
  • Ever Webinar
  • Maropost
  • Twilio
  • ConvertKit
  • Pure Leverage
  • Constant Contact
  • Sendlane
  • Mad Mimi
  • Drip
  • ShipStation
  • Salesforce
  • Stripe
  • InfusionSoft
  • JVZoo
  • ClickBank
  • Taxamo
  • OntraPort

From what users have said, though, ClickFunnels offers more seamless integration with more of the major brands than any other platform, including Leadpages.

Leadpages – Given that Leadpages’ main focus is on helping you build beautiful and high-converting landing pages. It shouldn’t be too surprising that the people who use it rely on a robust set of integrations to connect it with the rest of their funnel. 

And in that category, Leadpages does not disappoint. Below is a list of some of the most notable but you can see the full list on Leadpages’ website.

  • Analytics
    • Google Analytics
    • Google Tag Manager
    • Javascript Analytics Platforms
  • CRM
    • amoCRM
    • Contactually
    • InfusionSoft by Keap
    • LionDesk
    • Pardot
    • PipeDrive
    • Salesforce
    • ZoHo CRM
  • Digital Advertising
    • Bing Ads
    • Facebook Ads
    • Instagram Ads
    • Google Ads
  • Ecommerce
    • Shopify
  • Email Marketing
    • ActiveCampaign
    • AWeber
    • BombBomb
    • Campaign Monitor
    • Constant Contact
    • ConvertKit
    • Drip
    • GetResponse
    • Gmail
    • MailChimp
  • Marketing Automation
    • Autopilot
    • Hubspot
    • Marketo
    • Zapier
  • Payments
    • PayPal
    • Stripe

CONCLUSION: ClickFunnels Wins!

Round #6: Affiliate Marketing

ClickFunnels – While Leadpages was really able to strut its stuff in the Page Builder Round, Affiliate Marketing is where ClickFunnels shines. 

Because there are three reasons you use ClickFunnels. 

  • You want to quickly and easily build a sales funnel for your product.
  • You’ve heard about ClickFunnels’ awesome affiliate benefits and want to cash in. 
  • You got sucked into the massive hype vortex and are only now figuring out what it really is. 

To start, ClickFunnels comes with a 40% commission—a pretty hefty rate. Plus, there are scores of products that you can promote and profit off of, including books, webinars, training classes, etc. 

But here’s where it really stands out. 

ClickFunnels uses a nifty little tracker called a “sticky cookie.” 

You see, most affiliate programs track people visiting your affiliate link with a cookie that expires, say, every 30 days. If they buy in that time, you get the commission. If not, you get bupkis. 

But with ClickFunnels, that window of opportunity to sell lasts a lifetime. Whether it’s been 45 days or 45 years since a buyer clicked your link, if they purchase a ClickFunnels product, you get a commission. 

Now, the last affiliate link the customer clicked is the only one that actually gets credit. But still, pretty amazing and unusual stuff. 

It’s just one more step that ClickFunnels takes to make sure it’s one of the most powerful affiliate marketing platforms in the world.

Leadpages – While Leadpages does have a solid referral program, it pales in comparison to ClickFunnels. That being said, let’s talk about what’s involved and a few things that make Leadpages stand out. 

First, Leadpages has a 30% commission rate–—not too shabby in the world of affiliate marketing. 

But the window of opportunity is quite a bit smaller than ClickFunnels as the cookie that determines your commission only stays active for 30 days. 

Leadpages also throws in a few perks for successful affiliates. 

If you get over 20 sales per month, you unlock the ability to offer exclusive Leadpages discounts and limited-time deals for your audience. 

Breakout successes that can secure 200+ sign-ups also get the opportunity to host a live webinar alongside Leadpages, helping to boost the chance of commission building even more. 

CONCLUSION: ClickFunnels Wins!

Round #7: Price

ClickFunnels – ClickFunnels is pricey. The Standard tier is a whopping $97/mo and the Platinum tier is… get ready for it… $297/mo. To make matters even worse, there’s talk (still unconfirmed as of now) that the Platinum pricing is going to jump to $697/mo soon too. Yikes.

The main difference between the two is that the number of funnels and pages is limited in the standard tier (20 funnels and 100 pages). For Platinum, it’s unlimited for both. 

You also get access to the email marketing and CRM tool Follow-up Funnels with the Platinum tier. Plus, Platinum provides access to all the new training courses that ClickFunnels is putting out too.

Users also do not have to be ClickFunnels members to be affiliates. After all, the program tries to spread the Brunson gospel as far and wide as possible. And opening up the affiliate door to non-members is one way to help do that. 

Leadpages – Leadpages breaks down its packages into three different tiers: Standard, Pro, and Advanced. 

All of them come with unlimited traffic and leads along with unlimited landing pages for the number of sites each supports (1 site for Standard, 3 sites for Pro, and 50 sites for Advanced). This is a big difference compared to ClickFunnels which limits the amount of traffic and pages you can create in the standard tier. 

They differ, however, in types of support offered. 

Standard comes with only email support, Pro comes with email and chat, and Advanced is the only one that allows for phone support along with email and chat. 

A few other notable differences are that only the higher tiers come with unlimited A/B testing, email trigger links, and online sales and payments. 

And as with ClickFunnels, affiliates don’t actually have to be members of any tier at all. 

Pricing is super reasonable too, especially when compared to the serious blow that ClickFunnels can cause to your finances. 

  • Standard: $25/mo
  • Pro: $48/mo
  • Advanced: $199/mo

CONCLUSION: Leadpages Wins!

TIEBREAKER: Brand

ClickFunnels – This is why most people know ClickFunnels. The brand, championed by founder Russell Brunson, is built on hype. It’s built on the idea that you’re just one funnel away from making it big—like 7-figure big.

And it’s infectious. You can tell right from the video playing on Brunson’s main page that you’re meant to get pumped up. After all, this is the multimillion-dollar business that all started with a potato gun. 

That hype mirrors the philosophy that ClickFunnels is based on: the more users and affiliates hawking the product, the better. 

The hype that ClickFunnels is based on, though, is also what tends to leave a bad taste in the mouth of many. A lot of what ClickFunnels presents itself as seems way over the top. It comes off as not so much a marketing tool but almost a get-rich-quick program. 

Don’t get me wrong! ClickFunnels is super valuable when you use it correctly. And it’s opened up the door to a lot of entrepreneurs that might otherwise be working in coffee shops without it. But it’s understandable that many people are turned off by it at first glance. 

Leadpages – Contrary to ClickFunnels, Leadpages presents itself as more of a marketing tool than anything else. 

Sure, you can bring in some crazy numbers with a well-made landing page using the ultra-customizable tools of Leadpages. But you aren’t “just one funnel away from becoming a millionaire” with it. 

Instead, it’s a way for you to add the level of customization and high-quality polish to landing pages that lets you better convert your visitors. And you get that sense directly from the homepage. 

So in the end, Leadpages comes off as a professional tool, not just something you can use to play the “make it big” lottery. 

And for gorgeous looking sales funnels that do what you want them to do, Leadpages is the clear winner. 

CONCLUSION: Leadpages Wins!

Final Decision…

And it looks like we have a winner. 

Leadpages comes out by a nose! Here’s a breakdown of the rounds. 

  • Round #1: Page Building – WINNER: Leadpages
  • Round #2: Guidance – WINNER: TIE
  • Round #3: Support – WINNER: Leadpages
  • Round #4: Email Marketing – WINNER: ClickFunnels
  • Round #5: Integrations – WINNER: ClickFunnels
  • Round #6: Affiliate Marketing – WINNER: ClickFunnels
  • Round #7: Price – WINNER: Leadpages
  • TIEBREAKER: Brand – WINNER: Leadpages!

In the end, Leadpages comes out ahead in my opinion. It’s more intuitive, it creates better-looking pages, and it comes at a much more reasonable price point. ClickFunnels is still a great option for anyone looking to build out an entire sales funnel in little to no time. 

But if you have the know-how, you can probably accomplish the same exact thing with other more powerful tools. And you won’t have to pay $300 a month to do it. 

So, Leadpages wins! 

It’s no wonder it’s the go-to tool for us here at AutoGrow when creating our expertly-crafted sales funnels. And with the level of polish and quality our clients have come to expect, we could never justify switching away from it. 

Which platform is your favorite? Do you think my rankings are off? Why? Let me know in the comments below. 

And as always, 

Keep funnelin’, stay focused. 

Alex T. 

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Square 2 Exits Firearms Industry — CEO: ‘We Wanted To Do Something’

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Conscious Capitalism Means You Put Your Money Where Your Mouth Is

Last month, Square 2 informed a gun manufacturing client that we could no longer be their agency of record. When we earned the business earlier this year, the decision to participate in the evaluation process was difficult.

“We actually asked our team if anyone had any issues with us working with a company in this type of business,” said Mike Lieberman, CEO and chief revenue scientist at Square 2. “There were a couple of people who stated their preference to not work on the client account, and we were able to accommodate them. Much of the team didn’t seem to have an issue with it, and we proceeded.”

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So what changed?

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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12-Step Supreme Guide To Creating A High-Converting Tripwire

Source: https://www.autogrow.co/creating-high-converting-tripwire/

I bet your childhood was very different than kids’ nowadays…

For instance, I have a little cousin who’s just 5 years old and it’s amazing how he has already purchased “things” online (for his Thomas The Train game) and learned what money is for.

He’s obsessed with Thomas the Train and always plays it on his father’s computer.

But he got to a point in the game where he “needs” to pay with gold coins—and with very real dollars—to unlock the next levels.

Because let’s face it, it’s not going to be about Thomas racing on incredible tracks filled with twisty roller coasters, epic jumps, and splashy water slides forever. There’s got to be way more than that and my little cousin wants to experience those new unknown boards.

He’s so into the game that he’s actually told his parents that he needs to buy the coins with his savings in order to keep playing.

Without even realizing it, my little cousin has already gone deep down the “Thomas Funnel”—and you know that initial purchase of gold coins that started it all? Well that’s the tripwire.

And the same thing that happens in video games happens in with smart business sales funnels. But what can learn from how a Thomas the Train game sells a tripwire to a 5-year-old kid, leading to a longer-term buyer relationship?

Well, in this article I’ll show you step-by-step how it’s possible for you to create your own high-converting tripwire and send your visitors down your funnel towards your higher-ticket core offers.

Let’s start, shall we?

What Is A Tripwire? 

A tripwire—also called “splinter”—is a small offer (usually between $5-$50) sold to new email subscribers after they opt in to your website. 

It’s meant to accelerate and strengthen the buyer/seller relationship.

And by accelerating the relationship, that means the tripwrite is basically a “launchpad” for more easily upselling people on your core offer (e.g. your more premium product(s) and service(s)).

People might sometimes join your email list but might not want your core offer. So your first step to persuading them should be making them a simple and affordable offer. 

Doing so will help those potential customers overcome the fear of buying from you and gain trust. 

If you think about a relationship with a customer as a slope, the value ladder is a straight line. The customer will visit your website, subscribe to your email list, and BOOM! That ladder goes way up at an almost 90-degree incline.

Then your customer may make a bigger purchase. Maybe for $100, $500, and even more.

But how do you service a larger market with automation services while building trust? 

With a tripwire.

A tripwire converts more people and nurtures the relationship. 

According to Ryan Deiss from DigitalMarketer.com, “People who purchased tripwires were 10 times more likely to purchase their core offer.”

When you offer a tripwire, you deliver value for a little bit of money in exchange. 

This creates an association for the buyer. They think that if they spend a small amount of money, they get a bit of value. And if they spend more money, they’ll get more value.

Eventually, it’ll become something natural for the customer to spend money on your products.

However, your goal isn’t necessarily to make a profit from your tripwire offer. It serves to increase your customer base and cover all of your lead generation expenses.

In fact, lots of companies sell their tripwire at a loss to gain more customers long term. 

Your tripwire should be an irresistible offer. Something that is so great that your prospect wouldn’t want to miss out. And keep in mind that we all have the fear of missing out (a.k.a. FOMO).

Now, don’t think you need to be a marketing guru to create your own killer tripwire. 

All you need to do is follow the steps I put together for you in this supreme guide.

STEP 1. CREATE A LEAD MAGNET.

First thing’s first. Before you create and offer your tripwire, you need people to sign up for your email list. And for that you need to create a lead magnet. Right?

I think this step is just a refresher because you already know how to create a killer lead magnet in 9 easy steps and you already know the best lead magnet examples.

Offer your site’s visitors something for free that leaves them thirsting for more and eager to take the next step in your website—to buy something. 

But the important thing here is to offer something that your entire market will find valuable. 

You need to understand and define the value of your product or service for that. Then, and only then, you’ll give your prospects a compelling reason or motivation to download your offer. 

The best value proposition you can offer to them is the one that your prospect needs. So, instead of trying to create something you think they could just want, think about what they really need.

Find the common problems that your site’s visitors struggle with and provide the quick solution they have been looking for. 

Remember to think from your customer’s perspective based on Maslow’s Hierarchy of needs—first physiological, then safety, and then love. 

To help you find the right lead magnet idea, ask yourself the following questions:

  • Who is your target customer?
  • What does your audience want?
  • What’s preventing them from getting what they want?
  • How can you provide a solution?

Once you answer those questions, you’ll be able to create a lead magnet (and then a tripwire) and market it effectively.

The faster you understand how your products or services will solve money, time, and efficiency problems for your prospects, the more likely they’ll buy from you.

It’s your lead magnet as a starting point that will help you segment your list by using different topics and solutions of your larger products or services.

STEP 2: BRAINSTORM TRIPWIRE OFFERS RELEVANT TO YOUR LEAD MAGNET *AND* THAT HIGHLIGHT THE VALUE OF YOUR CORE PRODUCT OR SERVICE.

Your tripwire idea isn’t the first thing that crosses your mind. 

It’s not something you just throw together and toss into the air expecting prospects to catch it.

Although it doesn’t require an exhaustive and meticulous thinking process, it does require a productive brainstorming session. Ask again the questions you asked yourself when creating your lead magnet to see what pain points prospects are looking to have solved.

When brainstorming, consider surveying your audience to find out what problems you can help them solve with a low priced product—think of $5-$50.

If for instance, you sell multiple products or services, look for the ones that sell the most. This will give you an idea of what to copy or model.

However, the best way to come up with a tripwire that’s relevant to your lead magnet and that highlights the value of your product or service is to look at your current core offer and what you’re selling now. 

Take a look at your info products and services and see if you can splinter, package, and sell them. 

For example, if you’re selling a service, you can offer a “Project Roadmap.” 

Simply make your tripwire an integral part of your business. Use it as a reason or excuse to make your customers come back to your site.

Also, think about common objections to your products or services. Does your target market find your product or service too expensive? 

Like a relationship with a friend, build trust.

Once you gain their trust, the rest of the process will flow smoothly.

STEP 3. DECIDE ON THE TYPE OF TRIPWIRE YOU’LL OFFER. 

It’s time to choose the type of tripwire that will deliver your value proposition to prospects when they visit your website.

When deciding, consider the following:

  • Focus on your skills: It’s time to show off your talent and skills. Offer a product you know you’ll be great at creating. If for example you’re a good writer, offer an ebook. Not so great at writing but you feel comfortable talking? Go with a video training instead.
  • Keep your tripwire simple: A complicated and hard-to-digest product won’t attract customers. Keep it simple and easy to digest.
  • Promise one quick win: The tripwire type you end up choosing should promise (and deliver) one quick win for your visitor. It should help them achieve something easily. Forget about really long training and courses that will take them forever to accomplish.
  • Set a cheap price: Don’t offer expensive tripwires because no one will buy them. Offer products between $5-$50.
  • Prioritize rapid consumption: Choose a tripwire format that’s easy to download and consume. This will give your prospects peace of mind and will move them down your funnel quicker. 

There are hundreds of different tripwire types and/or formats. Decide the tripwire type that you feel most comfortable creating based on your skills and knowledge. 

Here are some options for you to consider:

  • Recipes
  • Audio file
  • Swipe files
  • Inspirational quotes
  • Transcripts
  • Printable poster
  • Plug-in or web app
  • Desktop wallpaper
  • Guide
  • Report
  • Cheatsheet
  • Spreadsheet
  • Toolkit/resource list
  • Quiz/survey
  • Assessment/test
  • Sales material
  • Catalog
  • Video training
  • Free trial
  • Discount
  • Cookbook
  • Tutorial
  • Checklist
  • Free shipping
  • Coupon
  • Case study
  • Webinars
  • Templates

STEP 4. DETERMINE THE NAME FOR YOUR TRIPWIRE.

Determining the title for your tripwire is similar to creating a title for an article you write. You want an eye-catching headline for your value proposition that appeals to your site’s visitors.

The title will be the first thing that’ll catch people’s attention when they see your offer. For instance…

  • Be clear, not smart: Don’t try to sound too fancy using words that no one ever uses. Instead, be clear, descriptive, and not vague or generic. 
  • Mention the end result: If people don’t read what benefit(s) they will get from purchasing your product, they probably won’t purchase it. So always mention the benefit or the end result your tripwire will convey to prospects.
  • Use list-posts and how to-guides: People like simplicity. When you read a blog and scroll down, you’re looking to read something visually attractive, something easy to follow. For instance, if you organize your content with bullet points and/or numbers, the experience for the reader will be more pleasant.
  • State the problem: Follow the tried-and-true PAS (problem, agitate, solution) framework that many marketers use. This works because it’s based on a proven persuasion strategy called “pacing and leading”. If you pace your prospects by showing that you understand them, you empathize with their problem. Then, they’re more likely to buy your solution when you direct them to it. In fact, stating the problem on a landing page can grab nearly 50% more sales according to one of the 313 case studies analyzed in the Proven Sales Conversion Pack.

STEP 5. USE FRIENDLY TOOLS TO CREATE AND DESIGN A VISUALLY ATTRACTIVE TRIPWIRE.

Make sure your content is properly formatted. No one will want to read something that’s disorganized and filled with grammar errors.

Focus on writing the message that will encourage people to purchase your offer. 

Include a reason why they shouldn’t miss your offer. In fact, one of the 313 case studies analyzed in the Proven Sales Conversion Pack states that FOMO can increase the number of people opting in by 38.25%.

The tools you need for creating your tripwire will depend on the type of content you’ll offer. Some of the most common and friendly tools are:

STEP 6. CREATE A LANDING PAGE TO SELL YOUR TRIPWIRE. 

Creating a dedicated landing page where you’ll state all relevant information to your tripwire will give customers peace of mind.

When you purchase something on Amazon or something online, you always look for as much information as possible. You need to have all the information before you make up your mind. You look for reviews, price, description of the product, guarantee, and more.

It works the same way when a prospect visits your site. They want to find out how valuable your product is. 

  • What happens if I don’t like the product?
  • What happens if I want a refund?
  • Will this product solve my problems?
  • Will this product add value to my business?
  • Why should I buy this product here and not from a different website?

Those are questions your prospects will automatically think of when they come across your tripwire offer. 

So answer those questions for them and build trust. Include your guarantee policy, risk reversal, and/or money-back guarantee.

In fact, one of the 313 case studies analyzed in the Proven Sales Conversion Pack shows that adding a guarantee can generate 41% more turnover from visitors.

Simply show them what they’ll get with your offer and why you are the best option for them.

At AutoGrow, we have a dedicated landing page for our Ultimate Swipe File for Business Sales Funnels tripwire offer.

Being transparent and clear about our product has helped us sell over $$4,935.00 this year, and $315 so far for this month.

So create a dedicated space where prospects can take a thorough look at your product right after they opt in to your email list. 

STEP 7. MAKE SURE YOUR TRIPWIRE’S PRICE IS ENTRY-LEVEL (I.E. INEXPENSIVE).

Your tripwire offer must be affordable. And by affordable I mean cheap.

Forget about pricey products just because you’re looking to make money. Your goal at this point shouldn’t be to make a profit from your tripwire offer. It would be great if it happens of course. 

But instead, see it as something to increase your customer base and cover all of your lead generation expenses.

Most startups sell their tripwire at a loss so don’t feel bad if you’re not making millions with ityet.

STEP 8. START AN EMAIL CAMPAIGN FOR CUSTOMERS WHO BUY YOUR TRIPWIRE OFFER.

Don’t stop after you sell your tripwire. The journey hasn’t ended yet.

Do you think my little cousin stopped the Thomas the Train game after he purchased the coins? Not at all! 

If anything, he’s now even more into the game because there are new boards that he hasn’t transited yet!

Same goes for your customers. If they purchase something from you and they like it, they will want to keep exploring new offers on your site.

So nurture your leads. Communicate with them via email because you want those customers to return to your website and spend more money in your business. 

Here are some ways to “keep in touch” with them after their purchase…

  • Remind them via email of the value they received from your tripwire. 
  • Redirect them to your blog page so they can read your content.
  • Invite them to follow you on social media.
  • Upsell them to a more expensive product that’s directly related to your tripwire.

STEP 9. FOLLOW UP WITH CUSTOMERS TO ASK FOR THEIR FEEDBACK.

Feedback matters, and it matters a lot.

Hearing what your customers have to say about your products is vital for your reputation. 

Remember, word of mouth can be very powerful.

For instance, bad reviews can simply hurt your sales. So you should always, always take into consideration your customers’ feedback and improve the quality of your products.

Don’t miss out on an opportunity to get direct feedback from your customers. 

Send out emails to your customers and ask them what they have to say about your product—good and/or bad.

But don’t bore them with a long and tedious survey or poll. Just ask them to reply to your email and share detailed feedback.

You can apply the insightful feedback you receive to improve your tripwire moving forward.

STEP 10. MODEL PROVEN (AND SUCCESSFUL) TRIPWIRE EXAMPLES.

Here are some tripwire examples that can help you create yours. They’re proven to convert so you can find some inspiration in them…

SWIPE FILE

At AutoGrow, we’re currently selling our tripwire in the form of a swipe file. 

It’s designed for business sales funnels and helps them create ads and pages that convert like sales pages, pricing pages, and checkout pages.

We also include in our offer examples of upsells, smart funnels, explainer videos, and pop-ups.

Our tripwire is available for $7 and it sells like hotcakes. 

We place this offer towards the beginning of our funnel, right after someone opts in for a lead magnet in one of our blog posts.

It’s more of an introductory offer for those that aren’t ready to invest more money in our more expensive products.   

VAULT 

Back in 2014, Videofruit founder Bryan Harris unveiled his tripwire for The Vault. This was the first product he had offered in a while. 

It had scarcity, with only 100 Vault passes in all.

The Vault was a 6-module blueprint that included swipe files, workflows and contractor information.

Like our tripwire, Harris’ is in direct alignment with Videofruit’s other product offers.

At the time The Vault was offered, Videofruit was still starting out. They didn’t yet have a core offer so they just kept putting out smaller offers.

The Vault then was basically a core offer without an upsell. It did serve the purpose of a typical tripwire because it got more people onto his email list. 

STEP 11. ADVERTISE YOUR TRIPWIRE AS A LIMITED-TIME OFFER.

(Source: Meera Kothand)

Creating a limited-time tripwire can actually boost conversions even further. 

The scarcity tactic works because people naturally have a fear of missing out on things and we fear losses more than potential gains.

Adding scarcity can even translate to a 24.5% revenue boost just like it did for one case study from the 313 analyzed in the Proven Sales Conversion Pack. And all by just adding the expiration date into the copy.

Simply appeal to people’s fear of missing out because fear of loss is powerful.

STEP 12. PROMOTE AND OPTIMIZE YOUR TRIPWIRE.

Conversion rate optimization (CRO) can play a substantial role in your tripwire marketing’s success. 

By now, you already have a working strategy to tease more customers. You also understand your audience and know how to better serve their needs.

For instance, to promote and optimize your tripwire, feature it throughout your website. Make it visible and easy to find.

Exposure is vital to the success of your tripwire sale. If prospects can’t find your offer, they won’t buy.

You can even consider advertising your tripwire in your navigation bar or header. 

And don’t forget to emphasize the value proposition and the benefits and/or end result it will provide to your customers. For instance, use a clear and outstanding CTA to guide your customers to the next steps. 

Analyze their behavior when they navigate through your site…

  • Which pages do they visit first? 
  • How much time do they spend on each landing page? 
  • How far do they scroll down?

Tools like heatmaps allow you to visualize and analyze your users’ behaviors. So don’t rely on guesswork. 

(Source: HotJar)

Always A/B test the placement of your tripwire offer on your website to determine what’s the place that converts better.

Set up a basic retargeting campaign to see if it’s cheaper for you to run ads to cold or warm audiences.

When it comes to selling your tripwire, you can use a tool like SendOwl. This is a friendly tool to complete your customer’s purchase and deliver the digital product directly to their inbox. 

You can also use Teachable if your tripwire is an online course. In this case, simply give your customer access to the course after they purchase it.

Or you can simply set up automation through your email marketing platform. We use MailChimp and ActiveCampaign in AutoGrow. So once a customer finishes a purchase, an email is sent to their inbox with instructions on how to access or download the product.

To wrap up this point, promote your tripwire via…

  • Facebook groups
  • Email
  • Newsletters
  • Blog posts
  • Forums
  • LinkedIn Pulse
  • Facebook Ads
  • Landing page
  • Social Media
  • Guest post
  • Sidebar widget
  • And word of mouth… my little cousin keeps telling his friends (and me) how great Thomas the Train game is and I bet the company has already made some sales thanks to that word of mouth!

And don’t forget, if you need help implementing or creating your sales funnel and/or tripwire, just reach out to AutoGrow.

CONCLUSION

Despite what you’ve been told, creating a high-converting tripwire is not that difficult.

All you need to do is first create an offer relevant to your lead magnet. It must be business orientated, concise, actionable, problem-focused, specific, useful, and easy to digest.

Start by asking yourself…

  • Who is your target customer?
  • What do they want?
  • What’s preventing them from getting what they want?
  • How can you provide a solution?

And then follow the 12 easy steps to finally create your high-converting tripwire…

  • Create a lead magnet.
  • Brainstorm tripwire offers relevant to your lead magnet and that highlight the value of your product or service.
  • Decide on the type of tripwire you’ll offer. 
  • Determine the name for your tripwire.
  • Use friendly tools to create and design a visually attractive tripwire.
  • Create a landing page to offer your tripwire.
  • Make sure your tripwire’s price is entry-level.
  • Start an email campaign for customers who buy your tripwire offer.
  • Follow up with customers to ask for their feedback.
  • Model proven (and successful) tripwire examples.
  • Advertise your tripwire as a limited-time offer.
  • Promote and optimize your tripwire.

Remember that a tripwire is a small bribe, it’s cheap ($50 or under), and it’s low risk.

Now tell me something, have you ever created a tripwire for your business? What are you currently offering to your prospects? 

Let me know in the comments below.

Keep funnelin’, stay focused,

Mariana

 

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Asking the Experts: The Need for a Customer Journey is Over

Source: https://postfunnel.com/asking-the-experts-the-need-for-a-customer-journey-is-over/

“The customer journey, in its current form, is dead,” said Via Tyson Quick, founder & CEO of Instapage.

Many in marketing share this belief, arguing that it is unreasonable and impossible to create a completely predetermined, sequential customer journey these days.

Aspiring to establish a lasting customer relationship and emotional loyalty between customer and brand is the pinnacle of marketing success. But many experts believe that the antiquated version of the customer journey is a futile battle for any marketer trying to bucket customers into groups and dictate path to acquisition or retention.

“After all, customers today move through websites and marketing campaigns in unpredictable ways, jumping from one page to another outside of the company’s ideal sequence,” said Matthew Edgar, partner and consultant with Elementive. “Some customers want more information while others need less. Plus, many customers explore alternative sources that aren’t always part of a company’s pre-defined journey, such as reading reviews about a company or asking for advice about a company’s products on Facebook.”

Quick noted digital customers are too savvy for generic experiences and impersonal messaging.

“Through advertising platforms, marketers have nearly a trillion data points to target our ads to hyper-segmented audiences,” he said. “As marketers, it is essential to align a prospect’s post-click experience with these micro-targeted ads for a personalized journey. If you fail to address prospects’ unique needs with a relevant, personalized experience during every interaction, they will abandon your funnel without converting.”

Judd Marcello, vice president of global marketing for Cheetah Digital, noted that while the strategy behind the customer journey is completely logical, in today’s day and age, it’s not only impossible but, unrealistic to expect marketers to group thousands or millions of customers into distinct groups.

“The customer journey approach simply doesn’t allow marketers to create meaningful engagement and deliver a unique value exchange for each and every individual customer,” he said. “Instead of designing journeys, marketers should be focused on real-time customer engagement. By this, I mean observing the interactions and behaviors that customers have directly with the brand or the environment the brand operates within and acting on it.”

How to Manage Infinite Customer Journeys

Time for Change

Julie Alexander, content specialist at Relay42, argued that the days of predetermined customer journeys are coming to an end, but not because it’s unreasonable for marketers to create a predetermined, sequential, repeatable customer journey, but because it ultimately doesn’t serve the customer or the business.

“In short, it’s an outdated approach,” she said. “There was a time when predetermined journey creation was necessary, because it was the best marketers could do. Today, however, the data technology exists for businesses to provide a customer experience that takes customers through journeys determined by their own real-time actions. This require marketers to set up journeys in advance to a certain extent, but these are journeys with multiple variables that flex and mold to the customer’s needs and the choices they make in the moment.”

Thanks to access to vast amounts of customer data, combined with powerful technology capable of organizing and activating that data across online and offline channels, it has rendered cookie-cutter customer journeys obsolete.

Dan Willis, founder of Millennial Motivator, noted as the millennial market evolves and really comes into its own, marketing is no longer about mapping out a specific journey as much as drawing a map and presenting an experience.

“Customer experience encompasses so much more than a Point A to Point B mentality,” he said. “Now, it encompasses aspects of corporate empathy and relationship building alongside more traditional sales structures.”

CMO of Showcase IDX, Kurt Uhlir, said that day of the predetermined, sequential customer journey is over, but the exercise of thinking through and documenting the typical stages of a customer’s journey is one of the most valuable things most companies can do.

“The key to successful high-growth marketing today is to understand the intent behind a potential customers’ actions and meet them where they are at any given time,” he said. “There will be customers that will go through a typical buyer’s journey in a matter of hours or days, and there will be others that will take months or even years. Your marketing has to let them understand the experience of choosing your product, connect with them emotionally, and answer their questions (some of which they may not even know they have).”

While the majority of customers may not follow a traditional customer journey, many companies skip over the step of thinking through the buyer’s stages, he noted. Therefore, investing the time to think through and document customer stages allows a marketing team to identify gaps in their materials that the customer needs.

“Once these gaps are identified, content can easily be created, and modern marketing tools allows us to provide that content no matter where a customer is and the specific journey they wish to follow,” Uhlir said.

Alexa Kurtz, digital marketing strategist at WebTek, noted that most people today celebrate their individuality and uniqueness, this is true in business as well.

“No two customers are alike, or want to be compared to another. Therefore, we must take each purchase, lead, or interaction with a case-by-case scenario, learning what caused them to engage with the brand and why,” she said. “While the typical customer journey has served beneficial in the past, it’s time may be coming to a close very soon.”

The post Asking the Experts: The Need for a Customer Journey is Over appeared first on Post Funnel.

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