0:01

Lights that spark fire nation. JLD

0:04

here and welcome to entrepreneurs on fire

0:06

brought to you by the HubSpot podcast

0:08

network, the audio destination for business professionals

0:10

with great shows like talking too loud. Today

0:12

we're pulling a classic episode from the archives

0:15

and we'll be breaking down how to make

0:17

your funnel convert higher in 24 hours

0:19

to drop these value bombs. I brought

0:21

Dan McGaw into EO Fire Studios. Dan

0:23

is an award winning entrepreneur and speaker.

0:26

He is also the founder and CEO

0:28

of mcgaw.io and analytics and marketing technology

0:30

consultancy. And today for nation, we'll talk

0:32

about using a marketing automation tool that

0:34

will allow you to measure how people

0:37

are using your websites, how personalization is

0:39

imperative to push somebody down the funnel

0:41

and so much more. And a big

0:43

thank you for sponsoring today's episode goes

0:46

to Dan and our sponsors. Marketing

0:49

made simple hosted by my friend, Dr.

0:51

JJ Peterson is brought to you by

0:53

the HubSpot podcast network, the audio destination

0:55

for business professionals. Marketing made simple brings

0:57

you practical tips to make your marketing

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easy and more importantly, make it work. A

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recent episode all about how liquid IV is

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using marketing to shake up the beverage world,

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dives deep into the strategies that propelled liquid

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IV to remarkable success. A must listen, listen

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TEDx talk and spread your message to

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millions. Dan

1:34

say what's up to fire nation

1:37

and share something that you believe

1:39

about becoming successful that most people

1:41

disagree with. Oh man, that's super, super

1:43

awesome. And Hey, thanks so much for having me. You know,

1:45

the number one thing I think that I would say is

1:47

that swearing is something that you shouldn't do.

1:50

I honestly think that swearing adds a lot of

1:52

emphasis, a lot of power. And you know, I've

1:54

sworn in way too many environments where people say

1:56

I shouldn't have done it and you know, it

1:58

actually earns you more clout. So I think. I think

2:00

that'd be one thing I would push on. So

2:02

I think that's always a great place

2:04

to start. Hasn't slowed down Gary Vaynerchuk

2:06

either, so I don't necessarily think you're

2:08

going down the wrong tree right there.

2:10

But Fire Nation, as I mentioned

2:12

in the introduction, we were talking about how

2:14

to make your funnel convert higher in 24

2:17

hours. Like I

2:19

love the time limitation on this in such

2:21

a powerful way. So let's

2:24

talk, Dan, first and foremost,

2:26

about lead scoring. First, what

2:29

the heck is lead scoring and how

2:31

easy is it for us to use

2:33

to increase conversions? Yeah, of course. I

2:35

mean, lead scoring is the ability to

2:37

simply apply scores to things that we

2:39

know about our customers or the actions

2:41

that they do. And it's really, really

2:43

easy to do this. If you have

2:45

a marketing automation tool that's measuring how

2:47

people are using your website, going through your

2:49

funnel, or even measuring the things that they

2:51

tell about you. Hey, they work at a

2:53

company. Hey, how big is that company? It

2:56

makes it really, really easy for you to

2:58

score those things. So somebody works at a

3:00

large company, give them 50 points. Somebody works

3:02

at a small company, give them five points.

3:04

All comes down to what your audience is.

3:07

Somebody visits a pricing page, give them 20

3:09

points. Having these scores based upon who they

3:11

are, where they work, what they do, is

3:13

really gonna help you identify who is a

3:15

high value target and who you shouldn't be

3:17

wasting your time on. So

3:20

let's talk about realthread.com. Like

3:22

how does that company use

3:25

lead scoring specifically, like

3:27

give us some examples. realthread.com is a

3:29

custom t-shirt printing company, but they do

3:31

this for big companies and small companies.

3:33

So their customers can be everybody from

3:35

Amazon to Dropbox to Intercom, all

3:38

the way down to kind of a small

3:40

local business. And they only wanna focus on

3:42

those high value customers with their sales team,

3:44

right? Because if you're selling to a bakery

3:46

that's got 10 employees and they're ordering 25 t-shirts, it's

3:49

not a big order. But if you're selling 50,000

3:51

shirts to Amazon, well, that's a big order. So

3:53

with their site, they were attracting a ton of

3:55

visitors and a ton of people were coming and

3:58

becoming leads on their website. We're talking thousands. of

4:00

leave the month. And the problem was

4:02

is their sales team didn't know who they should

4:04

reach out to. Yeah, they can review the list

4:06

of all the emails and all the people coming

4:09

through and hopefully pick out the right domains, but

4:11

there's so many companies out there, you never know

4:13

who has a good domain name or a bad

4:15

domain name. So what they did was

4:17

is they had a lot of people coming in from these

4:19

SEO landing pages to get free T-shirt templates, right? What do

4:21

you put on the T-shirt? How do you set that up?

4:24

With all those emails coming in, the

4:26

first thing that they did was is when somebody came through

4:28

there, what they would do is based upon the Alexa

4:30

ranking of the domain that was coming in, they

4:32

would apply a higher lead score. So if you

4:35

had a high Alexa ranking, like within the top

4:37

thousand, top 10,000, you

4:39

might get 50 lead points that'd be added

4:41

to your record. And then depending upon the

4:43

other actions you would do on the site,

4:45

like visit the builder or visit certain pages

4:47

on the site, you would get additional points

4:49

added to your profile. And once you hit

4:51

the 200 point threshold, a message would be

4:53

sent to a sales rep saying, hey, you've

4:55

got a hot lead, you need to be

4:57

able to contact them. And this simple tracking

4:59

of being able to do Alexa ranking on

5:01

an email, and then as well as tracking

5:03

on the website can all be managed through

5:05

your marketing automation tool, whether it's HubSpot, Active

5:07

Campaign, Autopilot, there's a ton out there that

5:09

do this. And that first step there though,

5:11

was able to take them from seeing thousands

5:13

of leads a month, not knowing who to

5:15

focus on, to now getting it down to

5:17

a few hundred leads a month, that their

5:19

sales reps could actually pinpoint and target. And

5:21

that first step really pushed them over the

5:23

edge and being able to allow their sales

5:25

reps to be effective, and then also allow

5:27

them to spend more money on retargeting to

5:30

that audience. So that way, even though they might

5:32

not have a sales rep talk to them, they

5:34

could still retarget them, put them in a higher

5:36

value audience, and push them down the funnel. And

5:38

this increased not only this, but multiple things we

5:40

did with their Martek stack, increased their online

5:43

orders by 51% in just

5:45

over a 12 month period. So really can

5:47

move the needle when you're trying

5:49

to grow your business. Fire Nation, I hope that

5:51

as you're hearing Dan talking right now about Rail

5:53

Thread, you're starting to picture your own business and

5:55

saying, how can I do something similar in my business?

5:57

How can I employ these things?

6:00

tactics for what I'm doing in my

6:02

processes and efficiency allows you to spend

6:04

more money in the areas that are

6:06

working and this is what Dan's talking

6:08

about right now. It's becoming more

6:10

efficient so you have the knowledge, you have

6:12

the actual data and the analytics to say,

6:15

okay, this isn't working. Why am I spending

6:17

money here? Okay, this is really working. Why

6:19

don't I spend all the money here or

6:21

the majority of the money here because this

6:24

is the efficient process that I've created.

6:26

Dan, let's call a spade

6:28

a spade. Everybody wants

6:31

better conversions and they all pay lip service

6:33

to that, but how can we specifically use

6:35

personalization to optimize our own conversions? At the

6:37

end of the day, people want to be

6:40

talked to as who they are as a

6:42

person or who they are as a human.

6:44

They don't want to see the wrong message

6:46

at the wrong time. They don't want to

6:49

be called different things and they want people

6:51

to focus on their interests, right?

6:53

So personalization is extremely, extremely important to push

6:55

somebody down the funnel and I'll use an

6:57

example from one of our clients called

6:59

Carolina Designs Realty. carolinadesigns.com,

7:02

they're a vacation

7:05

rental company based out of the Outer Banks and

7:07

they have these large 28 master

7:09

bedroom homes that are $50,000 a week all

7:11

the way down the houses which are going

7:13

to be $3,000 a week for

7:15

three master bedrooms. One of the

7:17

things that we really had to focus on with

7:19

them was being able to personalize that customer's experience

7:21

as they came to the website based upon the

7:23

type of houses that they were looking for, but

7:26

also the region at which they're looking at the

7:28

house in. So the Outer Banks is broken up

7:30

into five different regions. There's Kill Devil Hills, there's

7:32

Duck, there's all kinds of different places. As

7:35

that user is coming to the website, they know

7:37

in many cases which region they want to stay

7:39

in, which area. So they'll go to that area

7:41

first. So as we learn who that

7:43

user is, we start to get them to try to

7:45

save their listing, right? So you're looking at

7:47

a house that you want to rent, you hit the save the listing button, it

7:50

asks you for your email. Well, in the marketing automation tool,

7:52

not only do we save that listing, do we save who

7:54

you are, we also save what region are you looking at.

7:56

So the first thing you're going to get is you're going

7:58

to get an email back. that says, hey, here's

8:00

the listing you just saved. Always feel free to pick

8:03

up where you left off. Just come back to this

8:05

email. However, the next day, you're

8:07

also going to get an email that has

8:09

the top five things you should do in

8:11

wherever that region of the house was. Now,

8:13

this is personalizing that person's experience, so that way

8:15

we can focus on where they're trying to go.

8:17

What would be the great things you're going to

8:20

get to do with your family while you're on

8:22

vacation? And as you go through that email nurture

8:24

sequence, it's still going to have that region that

8:26

you're focused on, the place that you want to

8:28

go. Because if you're going to Outer Banks and

8:30

you've chosen to stay in Duck, chances are you

8:32

want to stay in Duck because there's something special.

8:34

Just like if you want to go to Corolla,

8:36

you want to go see the wild horses on

8:38

the beach. So we've got to focus on personalizing

8:40

your channel and making sure that you have the

8:43

right messaging. But what's really, really

8:45

important about that as well is we need

8:47

to also serve you personalized recommendations. So as

8:49

part of that, as you're viewing the website,

8:51

the marketing automation tool was also storing the

8:54

other houses you were viewing and keeping that

8:56

original saved listing. So as we're sending you

8:58

this nurture sequence, which is going

9:00

to tell you how you're going to enjoy your

9:02

vacation in that region, we're also making sure to

9:05

add on those additional listings to the bottom of

9:07

that email, saying, hey, pick up where you left

9:09

off. Now, this seems like a

9:11

very, very small touch for personalization. But we

9:13

know your first name. We know how many

9:15

people are in your party. We're constantly trying

9:17

to use that to personalize the emails to

9:19

get you back. And by doing

9:21

this, we're able to increase the number of purchase

9:24

rates on those houses in those regions because we're

9:26

able to keep it personalized on what that person

9:28

wanted. And I think that's what a lot of people

9:30

miss, is they kind of always think, well, I've got to know their

9:32

first name. I've got to know their last name. Just

9:35

sometimes know their buying interests. Know where they're

9:37

trying to go and keep them in that

9:39

path. That's going to make a better experience

9:41

for them. That personalization is going to get

9:43

them to convert in a much faster pace

9:45

than they were before. Fire Nation, people hate

9:47

junk mail for a reason. They hate spam

9:49

for a reason. They hate automated

9:51

broadcasts for a reason. But

9:54

think about how you would feel if

9:56

you were surprised and delighted by a

9:58

company that is not just trying

10:00

to sell you something, of course they are, that's

10:02

why companies exist, but they're also adding

10:05

value to your life. How would

10:07

that make you feel? I mean

10:09

reciprocity is a real thing,

10:12

Fire Nation, and when you surprise

10:14

and delight somebody, and they're

10:16

like, wow, I know obviously this company has products

10:18

and services they would eventually or at some point

10:20

want me to buy, but right now

10:22

they're just doing something that's surprising me, that's delighting me,

10:24

that's adding real value to my life. Like now I

10:27

know the top five things to do around here,

10:29

I can maybe take out my significant other and show

10:31

them a great time, or I can just go and

10:33

have a blast that I didn't even

10:35

know that existed in this area before. I

10:37

mean think about how that would make you

10:39

feel. Isn't that something you want to bring to

10:42

prospective clients and customers in your life? And

10:44

as you can tell, Dan is

10:46

a hack master, and by that I mean

10:49

he knows some great hacks that's gonna improve

10:51

your life and business. So we're gonna be talking about

10:53

some hacks when we get back

10:55

from thanking our sponsors. There

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belongs. That's thought-leader.com/fire. Stan, I love

12:59

hacks. And as I mentioned before

13:01

the break, Fire Nation loves hacks as well.

13:03

So what is your number

13:06

one hack to help Fire Nation get

13:09

started with this thing called

13:11

personalization? Personalization is gonna be

13:13

really, really helpful for kind of pushing your

13:15

business forward, right? And one of the problems

13:18

that people have is like what are we

13:20

gonna personalize? How do we actually get the

13:22

information which is gonna enable us to personalize

13:24

this experience? And we were

13:26

working with a cool company called Forks Over Knives, and

13:28

they're an amazing vegan brand. They were a world-class documentary

13:30

on Netflix, number one documentary for many years on

13:33

Netflix. And their whole mission is about getting people

13:35

to stop eating meat, right? And getting people to

13:37

stop eating meat is a hard thing. I don't

13:39

know if anybody's gone vegan before, but it's not

13:41

easy. And the whole thing that happens

13:44

is when somebody signs up at their website for

13:46

a recipe or for their meal planner or for

13:48

any of these things is we have to understand

13:50

where they're at in their journey to become vegan.

13:52

Because you might start to go vegan and you

13:54

jump in two feet in your first week and

13:56

you're like I'm gonna try this. And then you

13:58

get to your second week. and you're like, man,

14:00

that was really hard. Going vegan is difficult.

14:03

Everybody has a different place. There's other people

14:05

that are completely vegan, right? They don't need

14:07

anything. There's any meat. There's other people who

14:09

are vegetarian who are trying to make their

14:11

way to vegan. And understanding where that person

14:14

is and their journey is extremely critical to

14:16

the success of their business, to the success

14:18

of those people, and ultimately for them to

14:20

sell more product. So a great way to

14:22

do this is once somebody signs up to

14:25

your email list, ask them, send

14:27

them a welcome email, thanking them so much for

14:29

signing up. But ask them a simple question that's

14:31

gonna help them and help you for your business.

14:33

So with Forks Over Knives, we sent them an

14:35

email and we said, hey, thanks so much for

14:37

joining our email list. We're looking forward to sending

14:39

you great content that you're gonna care about. Nobody

14:42

wants to fill your inbox with spam. Just do

14:44

us a favor. Let us know where you're at

14:46

in your vegan journey. And then there was five

14:48

separate buttons on there. One which says I'm struggling

14:50

to become vegan, one that said I'm vegan curious,

14:52

one that said I'm totally vegan, and a few

14:54

other options. And all they did was they clicked

14:57

on one button, it took them back to the

14:59

website, and there was UTM

15:01

tracking codes on that. So when they hit

15:03

the website, our analytics loaded, we knew how

15:05

vegan they were or how vegan they were

15:07

not. Our marketing automation tool picked this up

15:09

and it added them to a separate segmentation

15:11

list. Now this is really important because now

15:13

as we're sending them their nurture sequence, as

15:15

we're trying to walk them through their journey

15:17

on the website, and also how we're trying

15:20

to recommend products to them, we were able

15:22

to give them the right product at the right

15:24

time, and also walk them through a journey which

15:26

would make them more successful at becoming vegan. Because

15:29

if you're more vegan, you're gonna buy more

15:31

Forks Over Knives products. So if you're vegan

15:33

curious, we're probably gonna say, hey, you know

15:35

the best way to get started is check

15:37

out our online meal planner. And you know

15:39

what, if you're vegan and struggling, you should

15:41

probably try our cooking course because that's gonna

15:43

be what really pushes you over the top.

15:45

And if you're fully vegan, you know what,

15:47

just go buy our grandkids, go try our

15:49

salad dressings. And that really had

15:51

a massive impact on their revenue. And it's simply

15:53

by sending your first welcome email saying, hey, why

15:55

don't you tell us a little bit more about

15:57

you? And with Real Threat, we use this same.

16:00

thing except for we asked what title were you

16:02

at the company? Are you the CEO? Are you

16:04

the marketing manager? Are you the HR manager? And

16:06

that helped us better understand, hey, what is the

16:09

type of content that we should be sending these

16:11

people? And that small hack we've used across dozens

16:13

of businesses. And I hope you use that in

16:15

your business soon too, because it's really going to

16:18

help you personalize their journey. Well, one thing that

16:20

I'm really curious about beyond what we just shared

16:22

is funnel hacks. So we all

16:24

know about funnels here at entrepreneurs on fire. I mean,

16:26

I've had a Russell Brunson, Mr. Quick funnels himself on

16:29

the show multiple, multiple times. And I'm always

16:31

encouraging Fire Nation to have nurture

16:33

sequences, have a funnel, you know,

16:35

have an experience your customer, your

16:37

clients going through. And you have

16:40

some pretty cool examples of

16:42

this specifically with mountain goat

16:44

software. So talk to us

16:46

about funnel hacks and share that example. This one

16:49

is really specific for online education and online courses.

16:51

There is definitely a playbook for how you want

16:53

to be able to sell your online course, right?

16:55

And there's a lot of different ways that you

16:57

can set up your landing pages and all that

17:00

stuff. But if you're a company that's got multiple

17:02

online courses and multiple assets you want to sell,

17:04

if you've got a video course, the first thing

17:06

you want to do is get them to the

17:08

landing page that has a video that overlays the

17:10

course and basically explains what it is. And the

17:13

first offer that you want to give them is

17:15

give us your email and we'll give you access

17:17

to the first lesson for free. This is going

17:19

to be a huge lead generation driver for you.

17:21

He's going to get a ton of people into

17:23

the course and get them started. And you want

17:25

that first lesson to be amazing. You really need

17:28

it to be good because obviously if the first

17:30

lesson sucks, that means your whole course sucks,

17:32

right? Now once they're in there, you've got

17:34

to be able to leverage that email with

17:36

a nurture sequence to really really sell that

17:39

course and to get them moving forward. And

17:41

you probably want to spend advertising dollars to

17:43

get them going. But once you get them

17:45

into that first lesson at the end of

17:48

that first lesson, you need to also give

17:50

them some sort of badge or some sort

17:52

of kind of incentive for them to add

17:54

to whether that be their LinkedIn or add

17:56

to Facebook, something that they're going to share

17:59

and a common thing that we've done is,

18:01

hey, you've completed the first course, here is your

18:03

badge for doing agile development. Share

18:05

this with your friends on social media. And

18:07

what this does is it starts to create

18:09

a flywheel for your business, right? If you

18:11

follow this simple playbook, not only are you

18:13

going to get people that come in and

18:15

start taking the course, you get emails, you

18:17

now own that, you can push those people

18:19

into purchase, but you also start getting those

18:21

people who are coming in just testing things

18:23

out, sharing your course online with other people,

18:25

which are going to add more people into

18:27

the course. And this is a very, very

18:29

easy way to set up your online course, but you'd

18:31

be blown away the number of companies that miss this

18:33

out. And we set this up with mountain goat software

18:35

and it had an amazing impact on their business. Fire

18:38

Nation, again, what I want you to be

18:40

doing right now as Dan is talking and

18:43

giving these great examples from specific businesses

18:45

that he's helped, how

18:47

does this apply to your business? How can you apply this

18:49

to your business, to your life? How can you do this

18:52

and what you're doing day to day, week to

18:54

week, month over month? And Dan, he

18:57

dropped some pretty serious value

18:59

bombs with us here today

19:01

of everything we talked about.

19:04

What's the one key thing you really want

19:06

to make sure Fire Nation walks away with

19:08

knowledge wise from everything that you shared? The

19:10

biggest thing that I would just say is

19:12

that if you can build a really, really

19:14

good marketing stack and you can do a

19:17

lot of personalization and automate as much as you

19:19

can, right? Really you're going to be able to

19:21

step away from your business a little bit more

19:23

and get more free time back to your life.

19:25

So build a really good marketing tech stack that

19:27

can automate the business, personalize all the things that

19:29

I talked about and take some time off. Go

19:31

on vacation like I am next week, right? And

19:33

I don't have to worry about it because a

19:35

lot of my business is already taken care of

19:37

through that tech stack and automation. Fire Nation, I

19:39

feel the same way. I just took a 17 day

19:41

wellness retreat where I kept in check

19:43

on email, but I mean because of

19:46

my systems, my tools, my automations, my

19:48

funnel hacks, all the things that I've focused on

19:50

over the years, I'm able to do stuff

19:52

like that. Kate and I took a 90 day

19:54

European trip a year and a half ago

19:57

just because we could and we made it happen.

20:00

and we've done it before. And so that's one

20:02

of the things you really want to focus on

20:04

when you're creating your business, when you're going through

20:07

this kind of lead scoring mentality.

20:09

So Dan, share

20:11

with us, with Fire Nation, how we

20:13

can connect with you, how we can

20:15

learn more from you, any call to

20:17

action you have for Fire Nation, and

20:19

then we'll say goodbye. Got a great

20:21

one for you. I'd love for everybody to get a

20:24

free copy of my new book, Build Cool Sh**. Now,

20:26

it's really easy though. I want you to test out

20:28

this texting bot, and this will show you how awesome

20:30

you can build your stack. So pull out your cell

20:32

phone, go to this number. You're gonna text the number

20:34

415-915-9011. Once

20:39

again, that's 415-915-9011. And

20:43

I want you to text the word fire to

20:45

that. And it's gonna text you back, ask you

20:47

for your information, get you totally walked through the

20:49

process, completely automatic, and then also ship you a

20:51

book all automatic. So go check that out. You'll

20:54

love the book. It talks all about real threat

20:56

in there. It talks about these other case studies

20:58

I talked about. And then if

21:00

you want to ask me a question, just go to LinkedIn, look

21:02

up Dan McGaw, and hit me up. Always happy to help

21:04

out however I can. Fire Nation, you're

21:06

the average of the five people you spend

21:08

the most time with. And hello, you've been

21:10

hanging out with DM and JLD today,

21:12

so let's keep up that heat, please.

21:15

Head over to eofire.com, type Dan in the

21:17

search bar. The show notes page

21:20

will pop up with everything that we talked about

21:22

today. Best show notes in the biz. And

21:25

one more time, Dan, let's get that

21:27

phone number for Fire Nation to text

21:29

the word FIRE to. Absolutely. Phone

21:31

number is 415-915-9011. Fire

21:37

Nation, take action. Get his book

21:39

for free. I know you got

21:41

a ton of value from this

21:43

conversation today. Take that next step.

21:45

Keep educating yourself. And Dan, thank

21:47

you for sharing that truth, that

21:50

knowledge, that value with Fire Nation

21:52

today. For that, we salute you, and we'll

21:54

catch you on the flip side.

21:57

Hey, Fire Nation, today's value bomb

21:59

content was brought. to you by Dan. And

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22:23

catch you on the flip side. Marketing

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