Transcript Of Managing Your Modern Marketing Efforts with the Right Software written by John Jantsch spoke more at Duct Tape Marketing
John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my patron today is Josh Slone. He is the product marketer for come Gist, which is an all in one software platform for nonsense like live conversation and email market automation, figures, knowledge-based, all the tools that we need to use today. So Josh, thanks for joining me. Welcome.
Josh Slone: Thanks for having me.
John Jantsch: So as I started talking about all the tools that are involved, I can already hear listeners foreseeing,” Gosh, do “weve been” need all of these ways to communicate today ?”
Josh Slone: Yeah, it’s very important to both be where your purchasers are, but then also have all those things in the easiest to understand format for business owners and marketers.
John Jantsch: I guess the extent of my question is, I feel a lot of small business owners, marketers, are overwhelmed by the fact that,” Okay, I’m monitoring social media, I’ve got email , now I’ve got chit-chat and now I’m frame all these kinds and things that I have to react to on my website .” I necessitate, how do you dispute all of this into a feasible … It’s like you’ve got customers everywhere, how do you keep restraint of things?
Josh Slone: Well, there’s a couple of different ways. One of the ways is to integrate all your tools together. So say if you had a meeting scheduler app to book appointments, or if you had live chit-chat software that was bringing in communication from your website, and then of course you got Facebook messenger and Twitter and all of these social programmes. So you can either integrate them all together, or what’s become more popular is there’s various tools out there that offering the all in one approach and just really tries to harness that and they … For the above reasons, we’ve created a dialogues implement that not only does live chat from your website, but we also integrate directly with Twitter messaging and Facebook Messenger to wreak all of those under one dashboard that you can answer from one neighbourhood instead of having to log into different accountings all day long.
John Jantsch: So the really common practice for countless, many years was drive parties to your website to offer them something of value in exchange for an email address, and then just threw them into a campaign that follows up and hopefully gets them more and more interested in your products and services. But buyers, first off, we’ve become, I believe a little fatigued with such an approach but likewise have just gotten a lot more sophisticated, have a lot, I remember a great deal higher possibilities because people are certainly personalizing their experience based on behavior. The classic one is always Amazon, knows what we buy and how we envision and is offering those things to us. So how does the small business owner take that degree of edification certainly tapping into behavior? Because obviously that sounds like a lot more work, doesn’t it?
Josh Slone: Yeah, it certainly does. And if you’re talking about the complexities involved that Amazon and their algorithm gives you, it can seem overwhelming. But I study just about every business owner can identify two to three tasks or behaviours or events that they demand leads to do. And then, mostly if you can identify those two or three things and then react to those actions when they happen, it’s a more personalized experience for the subscribers and it’s more effective to move parties down that commerce funnel.
John Jantsch: Okay. So let’s say that one of my things is I sell selling assistances. A lot of beings are looking for SEO business. So for example, maybe I’ve written a blog positions and it offers a free SEO checklist and that’s what I want people to do is download that case of content. Now, how could I actually shape that a better knowledge based on behavior?
Josh Slone: Okay. Yeah, unquestionably. So if they downloaded your checklist, that they are able to undoubtedly be one behavior, and then following up with those special assistances. So if it is SEO, if you send them emails specific more towards the SEO, instead of say bribe per sound advertising or web layout, it’d be more tailored personal experience. That’d be a simple way of doing it. But you could also see if that guidebook or that checklist sends them to your SEO assistances page. Like most authorities would have a page that outlines their SEO assistances, is laid down in anticipations and things like that. So if they download your SEO checklist, and then they tour your SEO service page that interprets your services, that’s going to highlight to you that they’re more interested than say someone who really downloaded the guide and forgot about it.
John Jantsch: Right? So you’re suggesting I can now segment that person maybe for a whole nother kind of campaign?
Josh Slone: Right. And then, yeah, you can actually situated them in a Facebook custom audience. So that course they’re find, use us for SEO ads instead of only general ads, things like that.
John Jantsch: So let me give you another example that I run into a lot of occasions. A mint of companionships sell a variety of services or produces and they don’t undoubtedly … There’s totally different segment of world markets that wants those different services. So commonly we will build sheets for those services. Or if you’re this kind of business know here. How could somebody help behavioral undertaking like that to really then tailor-make a better experience for that person because they saw certain pages I suspect on an internet site? Is there something we can start doing that to say, Oh, you must be interested in these things. Let’s send you that kind of content?
Josh Slone: Actually, Gist does something very similar to this. We question parties for what industry they’re in. So we’ve position people into seven different industries, whether it be business services and marketing bureaux, software corporations, more dwelling works like plumbers and electricians. We have seven different industries. And then, when they demonstrate which manufacture they’re in, we are genuinely have specific content that we can send to them that helps them use automation better. Because a lot of parties, they determine Gist, we furnish nine different implements, they get overwhelmed. And is not simply that, some people aren’t going to use all of them. So we concentrating on the the top three to five implements that say an electrician would use. And not only that we interpreted specifically why an electrician would want to start using them. And so, it actually helps us to understand their industry and it helps us to adapt the content experience from there.
John Jantsch: So let’s say somebody does download a piece of content and you start sending them some emails based on such a. We all know that … I don’t know what percentages per is, maybe let’s be conservative. 60, 70% of them never open it, never do anything with it. So that other 30% that open it, and then maybe click on something or then go visit something else. Are there ways in which we can actually make that group and say, okay, these are our most engaged folks, let’s do something special for them?
Josh Slone: Absolutely. I won’t get too deep into it, but one of the essential points for Gist is to install only onto your website so that lane you can use it. And we actually use both the positive and negative behavior to adapt that experience. So if someone has installed our WordPress plugin or our write on their website, then they move into a different sort of automation. And if they haven’t, then of course we want them to install that script. So that’s going to be our primary focus there. So separating both the people who do play-act that war and the people who don’t is very important, in terms of like is becoming more and more parties engaged.
John Jantsch: So the write you’re talking about is actually–that time allows you to say ” This person is on your email listing and they did X on your website ?”
Josh Slone: Yes. And it is able to, like if you’re a marketing agency and you have a webinar, a prerecorded webinar, when a person is watched that webinar, well then that could be the people who perform that war. The people who didn’t watch the webinar, maybe you follow up with a piece of written content or maybe a podcast to get their preferred sort of content and catch as many parties as you can.
John Jantsch: So obviously a great deal of this makes doing, it makes learning. It makes building the resources that you might need. What are some folks that are coming to this, like all they’ve been doing is, sign up for our newsletter, kind of lead capture. What are some of the first things that they should start doing that are not going to necessarily overwhelm them?
Josh Slone: Yeah, it could be as easy as tracking those who open your emails. That’s probably one of the ones. And if you want to take it a little step further you are able to, you probably know that every email should have a link in it, a call to action. So I’m sure you’ve definitely said that. So that call to action, that button clicked or that tie-in clicked can be a behavior and that would be the easiest way to get started.
John Jantsch: And now a little word from our patron. Intercom once more of the neat beings inspecting your website to give you money. So they took a bit chat bubble in the corner of a website and bundled it with communicative bots, produce expeditions, NPS examines, all sorts of things that enlarge your crew and help you reach more nice parties. Intercom Customer Unity went 45% more steadfast useds with Intercom in exactly 12 months. Go to intercom.com/ podcast to start making money from realtime chat. Then recognize everything else Intercom can do. That’s intercom.com/ podcast.
John Jantsch: So let’s talk about that group. So what would be a simple thing that or merely maybe an obvious thing to do? Let’s say I send out, I don’t know, a number, hundreds of thousands of emails and 300 people open them. Is there something I should do immediately to those 300 that open it to try to get them even more hired? Are there really kind of obvious steps?
Josh Slone: So for the persons who have opened your email, it depends on what the content of the email would be, but you emphatically is still continuing that discourse with them. And the next thing would be, what did they open? What was the email that they opened? So they open an email like we were talking about, about your SEO services. The next email, maybe not certainly a sales pitch or a or a call to action as far as like in matters of like going them to buy, but it could clearly be something that helps their SEO a little bit further. So if they open an email that exactly was talking about an SEO blog post that you time wrote, let’s talk about SEO, excuse me, and they opened it. The next email wouldn’t simply be a generic email. It could be like, Hey, here’s our SEO checklist that you haven’t downloaded more. Here’s another case of content that’s particular to SEO. You’d want it to be more personalized to what they actually opened in most cases.
John Jantsch: How easy is it to use a implement like Gist, clearly there are other ones out there as well, to automate some of these things? Because you want to send out an email, you don’t inevitably want to have to then proceed, okay, let’s see who opened it. Now, let’s do this far. How easy is it to create these workflows and automations?
Josh Slone: Obviously there is going to be a learning curve with any of these tools, extremely if like you said, the only thing that you’ve done is you’ve had a newsletter and you’ve hooked it up to, say like a AWeber or something like that. But with our visual workflow developer, you can see how your contacts are going to move through, and we have dozens of pre-created dimensions like last email, our commerce email opened, last market email sounded that are already preset, so you don’t actually have to create those events. You don’t have to set those up. You don’t have to know how to code.
Josh Slone: It’s if you send an email and you can say, if someone clicks in this email, I want them to move over here based on … And you can actually mounted decisions like, yes, they did or no they didn’t. It might take you an afternoon, but within an afternoon you could have a fairly complex marketing automation system. And we just actually last week went out a few dozen done-for-you templates that include the email draft in there that you can edit as well. So we are genuinely have some prebuilt for you, precisely for those business owners who are trying to either bootstrap or their[ solar preneur 00:12: 18] kind of situations.
John Jantsch: One of the things that comes with a tool like this, clearly, in terms of power and complexity, also comes rate. Let’s say somebody has been collecting mailing address for a while and they’ve been using MailChimp or something, it’s pretty low cost. If they wanted to bring a pretty good size list over, how would they justify … They might be talking about $500 a month now of a cost to use a tool like this at that kind of volume. Is there a acces for somebody to sort of selectively fetching people over that …? Because I think everybody’s got … Anybody who’s compiled generic mailing address for years probably has a lot of email addresses on there that really aren’t worth spending money on definitely. They probably should virtually be weeded out but, but if somebody was trying to stir the move to a tool like yours and they did have say a 10 or 20 or 30,000 person register, what would be the best way to bring something like that over in a cost effective manner?
Josh Slone: You could perfectly test it. We have a 21 -day trial that’s the full account of Gist. You envision everything that has to offer. You could segment a portion of your directory and you could send emails to them. You could test out the marketing flow for a full three weeks to see if your transitions increase and things like that. And then, if you decided that you wanted to move that full list over, we actually migrate for our customers. So you would contact our team and we would get , is not simply your contacts over, but we would recreate your emails and even your automations that has already been through any other provider. And then, before we turn it on, we picture it to you, we step you through it and then you can terminated the move.
John Jantsch: So I want to circle back to something we were talking about early on and that’s idea of having the capacity for somebody to sort of self select their segments, so to speak and that you had like your seven different fields. Do you think that’s something that if somebody comes to your website or perhaps they found you by way of a particular blog post that graded fairly most, is that something that should in your opinion, should be offered to them right away or is that something that as they get into your pour or one of your workflows, that should just be something that comes as a natural gradation of nourishing to get to know them better?
Josh Slone: For us when we really start our marketing, when someone signalings up either for a free explanation of Gist or the free experiment, so we ask it from the come go to use that as a qualifier for heads. How serious are they, how much they fill out of our onboarding process? But for someone like a marketing agency where someone’s going to find you either through word of mouth or, like you said, through a blog announce, it can definitely happen naturally. And they don’t even have to self identify. If they’re only researching SEO, if they’re only checking out your SEO blog posts and construe your SEO content, you can apply a call to them and you identify them instead of them self-identifying. So it can happen way more naturally over time.
John Jantsch: I witness. Or even if they called a certain page, a certain service page or a certain segment of the audience, you could actually then say, well they must be interested in .. Or at least compile that assumption.
Josh Slone: Utterly. And the number of times extremely, if someone calls the SEO service page four or five times in the last 30 daylights, that’s definitely a indicator.
John Jantsch: So tell us a little more about where people can find out about Gist and, as “youve said”, potentially sign up for a free trial.
Josh Slone: I is sure to hint the homepage, getgist.com. Right there it just says get started for free and you can either sign up for a free account of Gist or “youre seeing” the full explanation by signing up for a free 21 -day trial.
John Jantsch: So tell me, are there any … I know that you have a number of tools, the knowledge base, the forms of email marketing, live schmooze, finds, planning. Are there any kind of large-scale things that you feel like you’re missing but they’re on the roadmap?
Josh Slone: Yes. The one thing that we get asked about “the worlds largest” and parties integrate with the most, is a CRM. And that is, that is something that’s on the roadmap. It’s been in development for fairly some time. And we’ve been release like visual workflows is our biggest liberate that we’ve had this year and that rolled out a couple of months ago. So we’re unquestionably working on it and that’s the one thing that we examine most often is missing from Gist.
John Jantsch: Well, Josh, thanks so much for stopping by, and hopefully we’ll run across you out there on the road. We’ll have all these relations, the link and the things we talked about today in our testify notes.
Josh Slone: Thanks again for having me.
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