So I get it. There are many of you small business owners that have the Infusionsoft software and are either not using it because you don’t know how or you’re only using around 10% of it. A common message I’m getting from many users. Well it doesn’t have to be so complicated – it’s more about changing the way you think. By doing this you’ll get to learn that Infusionsoft will become not only your best friend but will be your right arm in your plans to develop your business for the future.
Infusionsoft embraces the new way of marketing by segmenting your list and targeting specific prospects for specific products and services that you offer. This can be alien to some people who still believe that advertising to everyone and sending them the same message still works.
Well the internet has allowed us to market to specific prospects – and THAT is the biggest problem small businesses have. Learning how to think and market differently on the internet.
So before I get going and explain in detail how to make the most out of the software, I just wanted to fill you in a little bit on WHY you should leverage this software (having just returned from Partnercon) and what it can REALLY do for your business:
Partnercon is the Annual conference held by Infusionsoft for all the Certified Partners at their headquarters in Pheonix Arizona. Although it was my first time, I was not disappointed. The networking, the presentations, the shared knowledge was fantastic.
And to meet many of the other Partners and share their knowledge and experience was cool too.
Infusionsoft is going places – there is no doubt about that and there was a clear resounding message across the whole of the conference with Clate Mask’s clear BHAG ambition by 2030. They will be a Fortune 500 Company serving 5M Customers, 100,000 Partners worldwide (currently around 500), with 16K employees (currently around 700). Pretty impressive and all very achievable. He has a great team in place now to drive this forward on both the product and sales side and I was privileged to see a sneak preview of what it all could look like – and users, you won’t be disappointed.
We should all accept the future of technology is cloud based. There will always be the sceptics amongst us who have fears and doubts but like all these things – you can fight it but it’s bigger than all of us and there will clearly only be one winner.
The software and what it can achieve is huge for small businesses. It can double/treble/quadruple the sales for the business. The problem is that many businesses buy the dream without fully understanding how to implement it and so have problems, and get stuck on where to start.
So let’s dive in and I’ll show you where to start:
1. Your List – You should have one!
If you haven’t got a list (by list I mean list of customers/prospects for your business specifically with email addresses) then you don’t have a business. You’re a brand new business/Start Up and I suggest you don’t start with Infusionsoft.
Hover over the master navigation > Admin > Import Data
That said, as you have Infusionsoft you may well be migrating your list from Mailchimp or Aweber or a similar email marketing tool in which case all of these have easy export options to export as a .csv or excel file.
This is your opportunity to clean up your list and I RECOMMEND you do this first before you import. This is an opportunity to make sure you have an up to date list. You will need to match the fields to the standard Infusionsoft fields which are:
Street Address 1
Street Address 2
Now if you’re based in the UK, these are the default labels, however you can easily change the labels to match your needs. See below for how to do this.
Hover over the master navigation > Admin > Settings
Under Custom Fields, it will default to set up fields for Contact. Click GO.
When you export your list, make sure that you separate out your list to match the list above or as close to it as possible because once you import it you will only be able to go in and change each one manually, so to have the opportunity to get it right is massively helpful.
NOTE: If you have not emailed your list in at least 4 months your list will be throttled (temporarily put on hold). This is protection against Spam. The throttling mechanism will send to a portion of the list during a 16 hour throttling period. If the complaint level stays below the .1% rate (or 1 spam complaints out of 1000 for cold emails) during the throttle, the rest of the emails in the batch will be sent. Once the cold emails are sent, a full 24 hours is needed after the end time on the email for the list to be considered warm.
2. Branding – how and why you should do this
Hover over the master navigation > Admin > Branding Centre
This is where you can set up your email templates once, so that you’re not constantly having to update them each time you write out an email. This will save you a heap of time.
Now as I write this – the good news is that the new drag and drop email builder is looking to be released in January 2016, with the emails within the campaign builder following a few months later. So a lot of what I explain here will be redundant in a few months, but in the meantime don’t let this stop you from setting out your branding.
Currently the emails are not mobile responsive (but will be very soon), so you’ll need to change the width of the template.
The most important template to change is the campaign email. This will appear every time you create a follow up sequence in the campaign builder. But please go ahead and update all the templates. Here’s some guidelines:
Click on Campaign Email > Edit
Now typically the width of a mobile device is around 350px wide, so set the width of your email template (using Layout & Style button) to around 350px wide.
As this is a campaign email I also DON’T recommend you brand this with your logo. It’s easy to just chuck your logo at everything. Your subscribers don’t need to see that every time they open up an email from you. They just need to read your message. That’s the most important thing.
Think about it – when you receive an email, you’ll read the content – you’re not bothered about the logo, right?
In fact I would suggest that the only email template you brand with your logo is the Email Confirmation. This is when you’re initially broadcasting to your list and you’re asking them to opt-in so it would be good for them to know at that stage who you are.
I would leave this as is. Each time you create a web form in the campaign builder it will be different anyway. Same for the Internal Forms too.
Again, for now, I suggest you don’t use Infusionsoft landing pages. I’d recommend using LeadPages, OptimisePress or Clickfunnels. These are easier to build out and look much more professional.
Order Form Thank You Pages
If you’re selling a product within Infusionsoft, I recommend you think carefully too about the message you’re giving once someone has placed an order with you. Create this message as you see fit on the Order Form Thank You Pages.
3. Your Dashboard – as you like it
When you log into Infusionsoft, you dashboard will immediately come up. I recommend customizing this to show exactly the numbers and details you want to see.
At the top of your dashboard, click on “Add Widgets”
For instance if you want to see what Opportunities you have Today, or Future, this is easily set up in the dashboard. (NB: This only works once you have your Sales Pipeline set up).
To do this first you need to create a Saved Search.
CRM > Opportunities
Under the search criteria, choose the drop down from Date range, and choose Today.
Save this search and name it: Opportunities – Today.
Dashboard > Add Widgets
Scroll down to Saved Searches. Add.
You now have the choice of Saved Search. Use the drop down to choose Opportunity. Then underneath that choose the saved search “Opportunities – Today” from the drop down. Click Save. Then you’ll see on your dashboard the new widget for your saved search of Opportunities Today appear. If it doesn’t look quite right, just refresh using the circle and then you may still need to refresh your whole browser for it to show the details.
Repeat this process if you want to add saved searches for Future and Past Opportunities.
I recommend you do this to keep on top of your sales pipeline.
You can also change the layout of your dashboard to be 2 or 3 columns wide. Just drag across the widgets you want and they’ll fit into the column nicely.
4. TAGS – how best to use them.
Mouse over the master nav > CRM > Settings
Tags are one of the best features of Infusionsoft. They allow you to segment your list to target specific people interested in specific products. (This differentiates Infusionsoft from many other email marketing software types who don’t have this feature).
If possible breakdown your list by “type” of customer. For instance if they’ve purchased certain products from you then tag them “product A purchase” This way when you create your campaign you can target specific types of people who have purchased “product A”. This explains it in very simple terms, although there is much more to it than that.
Maybe if you are using an Accounts package software that categorises your customers by product it might be a good idea to match them with your tags.
CATEGORY – I would suggest using the following to start with for name your different categories:
Within PROSPECT you could have a number of tags relating to the types of products or services you offer, eg: New Website Prospect; Social Media Prospect
Within CUSTOMER you could list out your different products (product A, B C etc).
You get the idea…
Tags can then be applied to a contact as required. They are never cast in stone, and can always change so once you’ve applied it, it’s just as easy to remove it too.
5. Get Your First Campaign Published
This is where the magic happens, where all the dots are connected, but at the same time can seem very daunting.
The whole purpose of the Campaign Builder is for YOU to PUBLISH your CONTENT to your list, whatever that content may be – a blog post, news about a new product launch, a sequence of videos, a webinar that you’re looking at launching or a simple download of a PDF. All of this can be done using the campaign builder.
I suggest though before you even start to build out your campaign, you are clear with your plan first. You must understand WHAT you want as a result of each campaign – otherwise we could go off on any tangents and you’ll just get frustrated with what comes back.
Now let’s create some movement in your list!
Let’s look at a simple LEAD CAPTURE CAMPAIGN
Mouse over the master nav > Marketing > Campaign Builder
Create a new campaign, and name it (relevant to the campaign, eg: Website Lead Capture).
Drag across a GOAL (web form integrated with your website) and name it (we’ve named it Free Report). Then drag across a sequence, followed by another goal (link click) followed by a further 3 sequences.
Imagine you want to give away a free PDF download to a prospect who has entered the top of your funnel via a Landing Page or via your website. Have look below:
Goals cannot be followed by goals. Goals have to be followed by sequences. So drag across a sequence and rename it. See I’ve renamed it “Deliver Report”. Double click on this sequence and it will give you the option to pull across a Process to Apply a Tag. This allows you to tag people who enter your campaign (to segment) followed by an EMAIL delivering your Free report, but you must include the link to download, as the next goal is that they click on the Download Report. You can continue to pull across emails broken up with delay timers to remind people to click on the download, but be polite about it, these are just gentle reminders.
Once your happy with the sequence and everything is complete and has turned green, you need to change the status of the campaign from Draft to READY (see below, top right).
Repeat this for all the stages of the campaign, and when everything has turned green, remember to click PUBLISH. Nothing will happen with this campaign until it is published and live.
So now you have your first LIVE campaign! Yay great!
So you’re now at the stage where you have:
Imported your List
Branded your Templates
Set out Your Dashboard
Created your TAGS
First Free Download Campaign created
If you haven’t got going yet with Infusionsoft – this is the best start you can give yourself. This will help you familiarise yourself with the software and get you started with engagement with your followers.
As you become more familiar with Infusionsoft you’ll begin to see how everything fits together and how powerful this can be for your business.
And you can start creating more campaigns for different areas of your business:
Attract > Sell > Wow
By simply engaging or re-engaging with your list of contacts could create more business than you’d ever imagined.
Over the coming weeks, I’ll be sharing with you how to create all of this within your application. In the meantime, however, if you get stuck please just drop me a line. I’d love to hear from you.
In the meantime, if you’d like 3 FREE campaigns to get you started, get them here: