This document discusses strategies for successful marketing campaigns. It emphasizes that automation alone is not a strategy and tactics are not a strategy. It explains that a successful strategy involves understanding where prospects currently are, where they want to go, and having a plan to help them get there. The document then outlines several key marketing strategies like the gap strategy, mountain man strategy, and "you win" strategy. It provides tips for identifying the right message and offers, tracking the right metrics, testing campaigns, and emphasizes that successful campaigns are built through a systematic strategic process rather than just tools.

1. Automation That
Converts
Tyler Garns
Box Out Marketing, Inc
The 6 Keys to a
Successful Campaign

2. Automation is
NOT
a Strategy

3. Free Report + Autoresponder
Hot in 2009

4. Live Webinars
Hot in 2010

5. Social Media
Hot in 2011

6. Content Marketing
Hot in 2012

7. Automated Webinars
Hot in 2013

8. Mobile Marketing & Apps
Hot in 2014

9. Tactics
vs
Strategies

10. What’s Your
Strategy?

11. A tool isn’t a
strategy

12. A tactic isn’t a
strategy

13. AUTOMATION
isn’t a strategy

14. What is STRATEGY?

15. “a plan of action or policy
designed to achieve a major or
overall aim or a high level plan
to achieve one or more goals
under conditions of uncertainty"

16. –Johnny Appleseed
“Type a quote here.”

17. How to get from where
you are now to where
you want to be
in the future

18. Business
Strategy

19. Where are you?
• It all comes down to key metrics
• What’s your monthly revenue?
• How many monthly new leads?
• What’s your conversation rate?

20. Where do you want to go?
• What resources do you have to get there?
• How will you employ those resources?
• In what areas of your business should you focus to
get the desired results?

21. Marketing
Strategy

22. Where are your prospects?
• What pains do they have?
• What’s their emotional state?
• What is there level of desire?

23. Where do they want to go?
• How will your product or service help them get
there?
• Are you talking about your product or service in a
way that they can make the connection?
• Is your message strategically moving them from
where they are to where they want to be?

24. 3 Marketing
Strategies

25. The Gap
Strategy

26. The Gap Strategy
• Purpose: Help the prospect realize that they NEED
your service to get from where they’re at to where
they want to be
• When: In face-to-face selling situations or via video
(not good via email)
• Who: Service businesses

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Not have to work
$60k/yr * 30yrs = 1.8M
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=
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$50k savings
$100k annual salary
$2.3 M
Save $50k for 10 yrs
$500k
$200k in home equity
$100k in 401k
55 yr old man
$950k
$1.35M
Stock MarketRetirement AccountsBondsStart own businessIt’s too lateYou’re screwed!

28. Mountain Man Strategy
• Purpose: Build trust over time
• When: As a follow up to email optin
• Who: Service businesses or high priced products

29. Mountain Man
Strategy

86. “You Win” Strategy
• Purpose: To qualify leads in a way that makes them
feel like they’ve won something special
• When: Lots of traffic, need to filter the good from the
bad. Or when you have limited staff and need to
focus on best leads first.
• Who: All

93. Steps to “You Win”
• Create custom fields for all responses
• Create an action set that “Sets a field to a specific
value” for each option for each response
• Set up your decision node to handle each option
• Run the action sets in the sequences

100. Identify
Your Message

102. Talk to your
customers
Call them
Interview them
Good Customers
Bad Customers

103. Ask Strategic Questions
• Before you purchased, what were you looking for?
• Describe the problem you were trying to solve.
• Where did you look to find solutions?
• What feelings were you experiencing?
• How was your personal life affected?

104. Ask Strategic Questions
• If you had chosen a competing product, which one?
Why?
• What could be better about our product?
• How do you feel now that your problem is solved?

105. S&J Example
• Good Clients
• Fair resolution
• Needed someone to help me with the confusing
process
• Get medical bills taken care of

106. S&J Example
• Bad Clients
• Someone to fight for me
• Needed to get out of a terrible financial situation
• Get back at who did this to me, revenge

107. How to Convey Your
Message By Email

108. Email Writing 101
• Who is it coming from? (make the connection)
• Use pattern interrupts
• Send personal emails based on behavior
• “I noticed you visited our website…”
• The Power of One
• Write to one person, not the list. Be specific about who that
person is and write the same way you would to that person.

109. Identify
The Correct
Offer

110. Again,
know where your prospects
are and where they want
to go

111. Bad Offers
• Opt In for a free report on a site that sells movie
tickets
• Watch an automated webinar from a company that
sells iPhone cases
• Buy now at 10% off from a company that sells legal
services

112. Reduce Buying Friction
• Up-Down-Up Method
• Beat Them To It Method
• Free Trial Method

113. Up-Down-Up Method
• Build up massive perceived value of your solution.
• Offer it at an irresistible price
• Have an upsell into a higher priced product/service

114. Beat Them To It Method
• Anticipate sales objections.
• Address them proactively.
• Then when you extend your offer, there’s no reason
for them not to buy

115. Free Trial Method
• Offer a way for your prospects to get the benefit of
your product or service without having to pay for it.
• Ensure they get the benefit and that they’ll have to
start paying to continue receiving the benefit.

116. Track
The Essentials

117. The Numbers
Will Tell You
What You
Should Do

118. But You Have
To Be Tracking
Correctly In The
First Place

119. What’s the most
important metric?

120. ROI BY LEAD
SOURCE

122. Other Key Metrics
• Standard: Revenue, Leads, etc.
• Conversion: From stage to stage (by lead source &
campaign)
• Cost Per Lead (by lead source & campaign)
• Customer Acquisition Cost (by lead source & campaign)
• Retention (by lead source & campaign)

123. Test
For Success

124. Split testing is like high
school sex

125. …everyone’s talking
about it, but no one’s
really doing it.

126. Testing Must
Become a Habit

127. Split Test
Subject 1: How tradition may
be hurting those you love
Subject 2: Don’t shoe your
horse until you know ALL
these facts...

128. Results
Version 2: 99% more clicks
Version 2: 104% more optins
785 total new leads

129. Testing Process
• Start where you get the most traffic
• Do something drastic. Beware of the law of diminishing
returns
• Use a tracking tool (Google Expirements) to measure
responses
• Report your findings with your team.
• Success is contagious.

130. Summary
• Successful campaigns aren’t built in tools.
• They’re created through a systematic process of
identifying where your prospects are and where they
want to go and then helping them get there.
• Actually building your campaign is the last step after
actually determining how the campaign will be
successful.

131. Bonus Session
11 Big Ideas to Double
Your Sales in 12
Months
Tonight at 7pm
Get a ticket at the
Box Out Marketing Booth

132. Thank You
@tylergarns
www.boxoutmarketing.com