Old Empower Network Process Explanation Breaking Apart Data And Automation Sequencing.

Rob/Darren/Kerry/Travis/Vanessa/Others explanation:

What I’ve done is broken our data into ‘major sections’ that I’m going to segment in a certain way–and hit each of those segments with a particular kind of purpose in addition to whatever other kind of marketing we do.

Each of the segments will have an automation sequence (if possible) that will operate through every known and possible advertising medium available to us without building any technology. The purpose of this is to immediately scale our application flow to 100 applications per day, and to maximize the amount of those applications that book appointments with a sales people who are qualified [i.e. they have more than $500 to spend]

Right now we need 10 qualified appointments a day. I’m assuming we will have approximately half of all qualified applications book an appointment (somewhat guessing) — a third of all applications are qualified. Meaning that to get 10 appointments we need 20 applications that are qualified, which we will get from 60 total applications. In reality, we’ll get more than 10 appointments from that optimized, but we have to start with numbers we know we can hit.

This plan should immediately upon completion create a flow of 100 applications per day.

We are going to hit each segment via:

Retargeting
Email
Text (once per week or as needed, if possible)
Direct Mail (will map it out closer to January, for members only at first)

In this document Rob, I’ll highlight in bold red the segments where we need an automation sequence from Darren with that particular outcome in mind. We’ll set the sequences up so when someone moves to one, we’ll put them on that and take them off the others–if possible.

Some of these are just retargeting, and for now there is nothing needed on them. This will be broken into 3 sections titled:

No Application
Application Less Than $500
Application More Than $500

And then it will be broken into segments by contact type. The segments are:

Data (only in section 1 for now)
Affiliate Generated Lead (never been a customer coded to any affiliate)
Active Customer
Inactive Customer
David Wood position lead/customer/app (coded to davidwood—these are nearly four times as profitable as other sales and should be treated a bit differently to maximize margins)

The email segments will match the retargeting segments as the retargeting data will be posted from the same segments as the automation journeys. This is going to be a little tricky to setup, but once it’s done I think we should tank all the other automation sequences we have and then gradually build on this. It’s better and makes sense.
SECTION #1: NO APPLICATION
The purpose of every segment here is to:
Gather more data
Get accurate application data
Pre-frame the customer for what’s next

Segment #1—retargeting data but no lead:

The outcome of this segment is going to use retargeting to capture email leads from people where we have Facebook/Social Media Retargeting Data but not an email associated with that data. We will do this by a retargeting campaign designed to capture leads.

Retargeting David Wood Assignment: Create retargeting ad in a segment excluding all data that has email addresses. I.E. website traffic when audiences with leads is excluded. Also create the Facebook Audience.
Script the video ad and map it out (less than 90 seconds)
Film and edit the video (Jose and David Wood)
Setup the retargeting ad with completed audience (David Wood)
When lead is captured they are moved to segment #2

Segment #2—lead that has never been a customer with no application:

The outcome of this is to get more data from the customer (i.e. an application that will help us move them to the next segment, while we sell them at the same time if possible.

Email Automation Sequence By Rob and Darren Assignments:
We need an automation sequence that has the specific outcome for leads that have never bought of “finding out what we can do for them” and helping them set goals, and finding out how much money they have to start, that feeds into buying the Total Shortcut System after they fill it out. This should be a series of videos and emails. We should probably think of it together.

Facebook Retargeting Ad By David Wood Assignments:
Make a video script/design less than 90 seconds that is intended to give a lead more value for getting more information on Facebook. I.E. I would like to help you type offer that has a pattern interrupt that will go to the same sequence on Facebook and capture an application.

If we don’t get an application, let’s just continue building this out after the initial structure, and market to them on more mediums. Keep sending people to the daily shortcut with application links in the emails or something. We need a strategy for that.

Section #3: Inactive Customer (no active subscription) with No Application:

Outcome: The outcome of every segment and process is going to find out what the person wants, and get an accurate application. The specific way is going to be a combination of an email campaign, text campaign, and retargeting campaign. This campaign should also start if someone becomes inactive after a grace period.

Email campaign: Rob and Darren — we need an email sequence going to inactive members with the purpose of getting them to fill in an application, so we can find out what we can do for them. I think it should be a sort of value sequence that ties into applications before attempting to sell them anything, and then move to segment 2 or 3 processes.

Retargeting Campaign: David Wood — we will retarget this segment with a video specifically aimed at “how can we help you?” and sending them daily inspiration and strategies to get more accurate, current data and also an application to sort to the next step. In addition to the single retargeting video we should also retarget all active lead groups with no application to the Daily Shortcut videos, with a Facebook subscribe that collects an application with more accurate data.

Text Campaign: I think that we should text the applications only in the next step because of the risk of sending to all of our inactive affiliates and messing up our text messaging. We can text them, but we need to be gradual. We have over 400,000 customer records or something.

Section #4: Active Customer (active subscription) with No Application:

Outcome: The outcome here is to get existing active Empower Network members who do not have an application to complete the acceleration training, and fill out an application. In the retargeting campaign we will focus on finding out what we can do for them and filling out the application. In the email sequence we will focus on the acceleration training and filling out the application. We should not attempt to book appointments in that sequence, as they will be segmented to a new list.

Email sequence — Rob and Darren: This is where we should put the sequence for the new acceleration training. We can re-activate the inactives through another sequence, and we need to make sure that they are separated into different lists when they re-activate.

Retargeting Sequence–David Wood: This will be more of a “how can I help you?” retargeting sequence and a series of ads welcoming them to Empower Network and inviting them to tell us how to help them–perhaps a more detailed application.

Text Sequence: We should text the members once a week when needed and be prepared to create a text autoresponder in January when Maropost launches it.

Direct Mail: I would like to send NEW affiliates a card in the mail using the Maropost API functionality to push them into a “what can we do for you?” application that sends people back into the acceleration training. Everything to new members should do that.

Section #5: David Wood position lead (coded to davidwood)

Because the davidwood position and other admin positions have 5 times the profitability, we can spend more money on optimizing the lead to sale, and sale to upsell and remain profitable. I suggest we leave these active in the other campaigns, and simply add a “work with david wood” angle to retargeting, and also emails through triggers. I.E. if someone clicks on a specific link in a specific email and is coded to davidwood, set off the trigger and segment them to special lists to maximize these. We can work on layering this in after we build the other lists because the priority is just getting all of the data working together and maximizing Kerry’s time and the call team profitability.
SECTION #2: LESS THAN $500
The purpose of every segment here is to:
Keep the lead engaged in content, webinars, systems, and communities for their appropriate segment.
Continue gathering updated data as we keep them plugged into the community.
Get them taking action that creates more traffic, more leads, and more applications since they can generate other applications that DO have more than $500.

Segment #1—lead that has never been a customer with less than $500:

Section #2: Inactive Customer (no active subscription) with less than $500:

Section #3: Active Customer (active subscription) with less than $500:

Section #4: New Active Trial Customer with less than $500:

Section #5: David Wood position app less than $500 (coded to davidwood)
SECTION #3: MORE THAN $500
The purpose of every segment here is to:
Pre-frame the prospects for a coaching appointment
Book as many qualified appointments as possible with a salesperson
Create as many sales appointments as possible that both show up, and have the customer spend money.
Sell more stuff in the process in an automated way if we can

Segment #1—lead that has never been a customer with more than $500:

Section #2: Inactive Customer (no active subscription) with more than $500:

Section #3: Active Customer (active subscription) with more than $500:

Section #4: New Active Trial Customer with more than $500:

Section #5: David Wood position app more than $500 (coded to davidwood)

Other stuff for david wood to map tomorrow:

Process for public live webinars
Process for live member webinars
Process to map into upsells (i.e. should we put a data gathering ‘talk to a person’ option on upsells? Ideas there?)
Retargeting/Tracking scripts to install on every page of the empower network site and blogging sites.
I’m going to try a more simple layout here:

Section 1: No Application

Data
https://docs.google.com/document/d/17LJifW7NIUTFExmE8XYIXjvOhH3Tb5uVBjYdLJLlW70/edit
Lead
Same as “Data”
Retargeting scripts will be here: https://docs.google.com/document/d/1EoNWZiV26NiU6Ay-1CykyTOi7KujDJOy47Hu4DAz_Vg/edit
Active Affiliate
Retargeting Scripts will be here: https://docs.google.com/a/empowernetwork.com/document/d/1kXjQoOV_upHbX9_FQ2lf8SEAkh7x15bGg3Md_4iRnL8/edit?usp=sharing
Video: How can we help you? Get application
Daily ad: Daily shortcut to capture application, how can we help
Video: Invite to the affiliate Facebook Group, capture application
Invite to the Acceleration Training, capture application
Inactive Affiliate
Retargeting scripts will be here: https://docs.google.com/a/empowernetwork.com/document/d/1mkXzUBNR90cjZVmYBrCYd-K5r4ApXMQzX2bOpmf9oJc/edit?usp=sharing
Same as “Active Affiliate”

Section 2: Less than $500

Lead
Video: Daily Shortcut
When they open, send the sales video
Video: Promote into weekly webinars via email/text/retargeting
FB4: Retargeting scripts will be here: https://docs.google.com/a/empowernetwork.com/document/d/1vtG7RW0i3SPckFSftfoi6yfdNMDH8R_-nZDN2fOmw78/edit?usp=sharing
Inactive Affiliate
FB5: Retargeting scripts will be here:
https://docs.google.com/a/empowernetwork.com/document/d/16xCdn9l3XWlXpA6lD_C4UBOYHFHmE1rDc1BJOfQLwQw/edit?usp=sharing
Video: Daily Shortcut (action)
Video: Next Level Mastermind
Video: Regular Webinar Schedule
Active Affiliate
FB6: Retargeting Scripts wll be here: https://docs.google.com/a/empowernetwork.com/document/d/1nGAN3OLIqIXSaXtjZ2vzN3LbmDh0TjrUf7JC6tfB8HQ/edit?usp=sharing
Video: Daily Shortcut (action)
Video: Next Level Mastermind
Video: Regular Webinar Schedule

Section 3: More than $500

Video: FB7: Lead retargeting scripts here:
https://docs.google.com/a/empowernetwork.com/document/d/1AZLRygUOZmggPC4smo70c-D5EV6oLaGuBqLEyk_J8uI/edit?usp=sharing
Video: FB8: Inactive Affiliate retargeting scripts here:
https://docs.google.com/a/empowernetwork.com/document/d/1E8NNMDiPe4mbOqGQUK9vbSjcbPfkksgd49mY_z8Tfow/edit?usp=sharing
Video: FB9: Active Affiliate retargeting scripts here:
https://docs.google.com/document/d/1IYZoze8N31Puc7tRUC7fH6c290XPb-CKIZiwwOxEnXQ/edit

Marketing Process Videos and Scripts through Regular Opt ins:

1. Total Shortcut Opt In Process
Document with video structure, scripts, and flow is here: https://docs.google.com/a/empowernetwork.com/document/d/18WPYU01-AWTrMIPwxjXpuoBTgtWRuprF3ueWRlKa1IE/edit?usp=sharing
2. Daily Shortcut Opt In Process
Document with video structure, scripts, and flow is here: https://docs.google.com/document/d/1pQ-cVLe1b1pDBDeeGH2UvfQnkCwyp3G150a9VlodLRQ/edit

List segments to setup:

Facebook:

Pixeled users, not on any lead or customer list
Synchronized with Maropost on lists below

Maropost (and synced to Facebook)

Setup each segment with rules below
Test each segment to make sure that no rules contradict and would result in an affiliate on two segments
Synchronize them to Facebook Custom Audiences

Initial Retargeting Segments For Empower Network Data:

1. Leads that have never bought no application (all lists)
Doesn’t have a budget available field
Doesn’t have a username
Not active in Active Segment
Not active in Inactive Segment
Email autoresponder, retargeting video

2. Active Affiliates no application (new lists)
Active in new segment for subscribers
Doesn’t have a budget available field
Email autoresponder, retargeting video

3. Inactive Affiliates no application (new lists)
Has username not active in new segment
Doesn’t have a budget available field
Email autoresponder, retargeting video

APPLICATION SECTION LESS THAN 500:

4. Active Affiliates less than $500
In active Affiliates list (new lists)
Budget Available field has less than $500
Email autoresponder, retargeting video, text to webinars

5. Inactive Affiliates less than $500
Budget Available field has less than $500
Has username in contact
Not in new active affiliate list
Email autoresponder, retargeting video, text to webinars

6. Leads less than $500
No username
Budget Available field has less than $500
Email autoresponder, retargeting video, text to webinars

APPLICATION SECTION MORE THAN 500:

7. Active Affiliates more than $500
Budget Available field has more than $500
In active affiliate new list
Not in new active affiliate list
Email autoresponder, retargeting video, text to webinars

8. Inactive Affiliates more than $500
Budget Available field has more than $500
Has username in contact
Not in new active affiliate list
Email autoresponder, retargeting video, text to webinars

9. Leads more than $500
Budget Available field has more than $500
Doesn’t have username in contact
Not in new active affiliate list
Email autoresponder, retargeting video, text to webinars

10. Clone all segments with the davidwood id for separate automation after initial segments are setup–be more aggressive with the davidwood position marketing, therefore there should be 9 segments with the davidwood id that we can attack with a ‘work with me’ kind of energy and segment out from the other lists.Autoresponder Segments:

#1: Lead to application
#2: Member to application
#3: Inactive Member to application
#4: less than 500 leads to TSS (current autoresponder)
#5: Less than 500 affiliates no autoresponder, just daily shortcuts!
#6: More than 500 leads to appointment
#7: Leads appointment to TSS
#8: New Member to Acceleration Training
#9: More than 500 members to appointment
#10: More than 500 members to acceleration training and Momentum

Love,
David Wood
“Messiah Ben David, King Of Israel…”

The Costa Rica MASTERMIND INTENSIVE!!!
The Costa Rica MASTERMIND INTENSIVE!!!

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