Transcripts
1. Email Marketing Intro: Hey, how's it going? My name is Adrian Hall Berg. I'm a digital marketer and a savvy growth consultant. I help businesses not only survive but thrive and accomplish to lower their business goals using marketing fueled growth solutions. And one of those growth solutions is incorporating email marketing and email marketing strategy in to your business. So if you're interested in learning about email marketing, best practices, some downloadable scripts and templates to use, and just some overall e-mail marketing strategies. Then this is the training for you. It's not too long. It goes through a lot very quickly, and it's really serves as an intro to email marketing while providing some actual best practices and things you can apply right away. So if you're interested in that, then go ahead and take a look at this course.
2. Email Marketing In A Nutshell: Hey, welcome to email marketing. In a nutshell,
everything you need to know about email marketing at your fingertips.
Let's dive right in. My name is Adrian Hall Berg. I'm self-proclaimed
savvy growth wizard. Example of that, I did 1.5
million with one company in 2021 from marketing
generated revenue and the company
never did more than $80 thousand back in 2018. So they went from 80
thousand a year to 1.5 million from
marketing efforts. And I did that with
the nine to one ROI for every dollar I spend of the company's money, they would make $9. I helped over a dozen businesses
set up e-mail solutions. More than I can count. So let's dive right in. What we'll cover in this training is the
three types of emails, types of email campaigns. The five types of
email campaigns, and email best practices and key performance
indicators to measure your e-mail marketing efforts. So email marketing is not
dead from smart marketers. So why you need email marketing? Emails become so ingrained in our daily routine that we
check it without realizing it. It's a great direct form of communication still is in 2020, an average of almost 300
billion emails were sent a day, which is quite a lot. The average return on profit for every dollar spent
on email marketing is $42. Now that's an average. The average open rate for a welcome e-mail is
eighty-two percent. Emails with personalized
subject lines generate 50% higher
open rates and spending three abandoned
cart emails results in 69% more orders
than one single email. Videos added to your emails increased click-through rates by 349% of consumers would like to receive promotional e-mails
from their favorite brands. With those stats in mind. It can definitely, when
email marketing is done, right, it can be a valuable tool for any type of business. Let's dive right into part 13. Types of emails. Emails are tools and just as you wouldn't use a screwdriver
to hammer and a nail, you want to use the right
email for the right occasion. So three types of
emails, Transactional, promotional, and
content e-mails. So transactional emails, these are usually
done automatically depending on the tools you use. But this is an exchange of information that a customer needs after an online purchase, such as shipping
notifications, tracking info, login, credentials, invoices, receipts, cancellation requests. So things related to e-commerce, related e-mails communication is important so
customers know what's happening with
their transactions. So while they're vital, these emails are
often overlooked. A great transactional email conspiracy boost
customer relationships. So I know I have a lot of transactional e-mails
that are kind of auto made through tools I use, but if you customize them to add more value in those emails, then it will strengthen the customer relation
with your brand. So it's important to not
just skip over these, but use the opportunity with your transactional e-mails
to add more value. And we'll take a look at
ways we can do that later. Later on in this, of course. So promotional e-mails,
pretty self-explanatory. Let me move my little
bubble over here. These emails typically include
some type of marketing, promotional material
with the goal of driving immediate sells, driving qualified leads
to your sales team. These emails or copy written, a lot of text heavy and often
written in the voice of the brand or the
figurehead maybe from the CEO or a public
figure in that case, you know, things
like that and having a schedule to send promotional
e-mails as important. A lot of brands do it weekly
or bimonthly once a month. Kind of a minimum once a month. Depending on the brand. Weekly can be maybe too much, but it kinda good
in-between the test things out is bi-monthly.
It's important. You shouldn't send every
day because that'll be too much promotion
and nominal value mixed in to your
e-mail communication. So you don't want to do that. These emails typically
include some type of valuable content with
content e-mails. So you want to use these
the most because they have value and it will
keep your open rates high and people actually
want and receive them. So providing value in advance, value upfront content, nurturing your relationship
with your customers. So newsletters are great. Redo this free resources
product highlights. Our great types of
content use to educate your current customers
or prospects, leads on how to use your
products and things like that. You can use metrics like
your click-through rate opens to determine if customers are getting
value from your content. If those numbers go up or down, you can test different
content types. And based on those metrics, you can tell what type of content resonates with
your audience or not. I have tactics
actually to understand exactly what type of
content you can create. But that's in another course on our content marketing. So
you can check that out. My other skill third, Skillshare course on content marketing to find the right content
to send your prospects. So here's an example of
content e-mails that I have. Again, move my little
bubble over here. So this is an email I send. I have a video thumbnails
so you can click on it and it pulls up to my website and you can view an email. So here's, here's
the text heavy, but it has, in the email, it has tips to help get the most out of your employees by and investing in the
employee, right? So this is an email I send
out with some tips and value. It has tips in the email and
a video on how to invest in employees so that you can shrink them, the employee relation. So that's kinda a little
example of an email I send out. So moving on to part 25
types of e-mail campaigns. You have your welcome emails. This is if somebody converts on your website, fills out a form, whether they opt in to your blog or fill out a quote form or
something like that, or subscribe really in
any way on your website. Moving my bubble over
here to the bottom left. So some tips with welcome email campaigns to keep in mind some
best practices. Be timely, pretty much
send them immediately. It takes there's often
a delay even if you program it to send
immediately just through the server system. And Internet usually comes in within a few
minutes naturally, but you want to automate it so that welcome emails
send right-of-way, have it clear
subject line related to that welcome opt-in message. So avoid confusion for the new subscribers
so they know exactly, you know, connect it
to how they got there. Personalize the greeting, use autofill resources
like firstName. So you can auto fill
the firstName or the business name depending
on how you're writing it. That makes them feel
like it's personal. And then given next step, don't just leave it blank, show them some content or
tell them what to do next. So if they opt in to receive
some value upfront content, maybe like the infographic, then you can obviously give them next steps on how to
get that infographic. Then in the bottom
of the email is a good idea to provide
social media links. So they can always just
click through kind of as a secondary call to action and check out the social media
for your brand as well. So some tips there
for welcome e-mails. So engagement or conversion
e-mail campaigns. These campaigns drive sales
or marketing efforts. So some tips, best-practices for these types of emails
is be personal. So right from first-person, encourage replies, sound
like a human, right? These emails, like you're
a one-to-one person, you're writing to a
colleague or a friend. You never send a friend
some design type, HTML promotional
talking about you. You're usually send an email to a known client or prospect
or friend in a very like, hey, whatever the connection
is, great meeting you here. There are trying to make
a connection that so they know where you're coming
from and make it personal. Leading us into the next
tip of telling a story. If you met them at
a trade show, Hey, I saw you at so-and-so at the trade show or if you're
referred to just something, have a strong call to action. That's very important. So once you make a person
will just say Hey, click here or reply to me, or download this guide I delivered or I thought
would be useful to you. Things like that. Make it mobile-friendly, always make all e-mails
mobile-friendly. A lot of email tools are, by default have a mobile
version but just double-check, you can toggle usually with different e-mail
marketing tools, toggle the mobile views and edit mobile view
so you make sure that is setup right, and then always linked
your images just in case. What that means is if
you embed an image, you just hyperlink it to your where you want
them to click through. So just because people like to click on images rather
than links and buttons. So some tips, they're
essentially e-mail campaigns are designed to drive people to logical upsells
or even cross cells, incentive early
subscription updates. So once you get a conversion
or a new customer, You can follow up
with an email to upgrade them to better version of a subscription or
cross-sell them on another product related to what they bought, things like that. So this is great for
e-commerce, but really any, it can be applied for
services and products, B2C, B2B businesses alike,
you just have to find the right angle
and way to do it. So make sure it's logical. Don't give someone an
upsell that doesn't apply to them that's
out of from left field. And it has to speak
to the benefit. They're pinpoint why they chose your product or service in the first has to be
aligned with that. So talk about how this up-sell, cross-sell is aligned with that problem that you're
solving for them. So segmentation,
e-mail campaigns, this pretty much applies
to all that types of emails, but these campaigns, right, people to
raise their hand and shown interests in a
specialized offer. So you can segment your
emails by demographics, which is just information
like age, gender, accompany position
titles, things like that. Your quiz results
is a good example. A lot of not enough
businesses do quizzes or even surveys. Based on different
survey or quiz results. You can segment
different emails and information to how
they responded. You can segment
emails by engagement. If people are opening
a lot of emails, you might want to send
them an essential an email versus people who aren't
engaging in your e-mails. You want to send them
more engagement type or let's see, you are here. Yeah, engagement emails
value upfront content. So depending on active
versus inactive, you can decide what kind
of emails to send them. So geographic areas, this
doesn't apply all the time, but if it does, if you're a local business, time-sensitive, regional advertisement, locally timed webinars,
things like that. You can segment
your list based off a geographical areas
if it's applicable. Past purchases, you can recommend based on
prior purchases. That's a great segmentation
list and amount spent. You can segment your list
on how much a customer spends and then you can recommend similar
products or with us, or different products,
I should say sorry, in different products but with a similar price range
because you know, they afforded it before. So these are all examples of segmentation lists that
are useful because then when you have
these segmented in your marketing
automation platform, you can design emails
to just further enhance the e-mail communication
experience and get a better ROI on your
e-mail efforts. Re-engagement e-mail campaigns. These are campaigns
that strive toxin over less active customers
and attempt to encourage them to
interact more frequently. So re-engagement is, you have a large list,
say thirty thousand, ten thousand, five thousand even helps you engage
people who just aren't opening your emails
to your list. So let's you know who to
remove from your list. Keeping a clean
list is important. If people opt out, that's kind of a almost
like a way of showing like, Hey, this isn't maybe
the right customer I should be emailing
in the first place. So it's important to maintain a good list hygiene
and overall health and effectiveness will
reflect how clean your list and your management
of your contacts are. So insures you aren't
missing out on leads as well and helps keep
your spam rates low. Because if you keep a lot of uninterested prospects
and your list than they can
report you as spam. And that will help, that will negatively affect
your deliverability rate. So you want to
avoid that as well. So part three, best
practices never run to monetization
campaigns at the same time. This exhaustive lists
and turns your brand into a should be spam account. Leave space between your
monetization campaigns to avoid people on subscribing or losing interest in your business. The best days to host
webinars are on Tuesdays, Wednesdays, and Thursdays
if webinars are great for B2B businesses where
you're selling services. That's just because most people reserve the bandwidth for
the middle of the week. Monday is usually
reserved for getting the week setup Fridays
for winding down. So keep it in the
middle of the week day. For webinars, if that's something that
your business does, the best time to close a sale is on a Wednesday or Thursday. So this is just a
general statistic. This is also a coordinated with sales teams are the
busiest during the week. Scheduled the emails
in your campaign to go out Monday through
Thursday at nine AM. This is when general e-mail
engagement is the highest because people open their
emails in the morning. Then am covers East or West
Coast in America time zones. It's the beginning
of the workday. So it's a good
time to send stats and over the last five
years support this. So that's the best time to
send is in the morning. Split your e-mail list into two segments engaged
in unengaged, so no purchase in the past
30 days is an example. But take the best
performing e-mails from your engagement list
and send them to your unengaged less to try and re-engage that
unengaged audience. So that's a good tip for
email marketing as well. Make sure your email
marketing campaigns are aligned with your
company's promo calendar. So if you run a like editorial
calendar with promos, just make sure the emails
match up with that so that you can stay consistent with your overall
marketing messaging. Part for email metrics, KPIs you want to track to make sure you're doing moving
in the right direction. So open rates, Click Rates, click to open rates on
an unsubscribe rates. You can tell how your
content in emails performed based off of
these stats and spam rates. So continue on for I'm
sorry, just get right to it. So yeah, that pretty much covers our email marketing
in a nutshell that we went over a lot of
best tips and practices. Best practices, tips and best practices for
email marketing. So we'll continue on for
a productivity tip and a deeper dive into a lot of what ideas we've introduced
in this video training. So we'll look at some
real life examples. So I'll see you in the next videos in the series in this course
on email marketing. Thanks for your time and I'll
see you in a future video.
3. Email Drip Automation with SendInBlue: Hey, So moving on
to send in blue. So this is the
program I mentioned, but it's I've used counted
the other day like eight different e-mail
automation programs before our platforms for Mailchimp
to Salesforce, pardon? Pen, a bunch of other ones. I don't really remember. Weber. Weber. So out of all of them, I, I came across and in
blue and I like it a lot for people
learning marketing, for startups, for
small businesses, because it's absolutely free to get all the features so you can build out
all the funnels, all the automation you
need without charging. Whereas like HubSpot, they'll, HubSpot charges you
just to get access to some other features. There are little
features that are like upgradable with
this, like timing. But overall, you can build out really robust systems and
get access to all things. It also has SMS. You can buy credits
very affordably. It's like a couple of
dollars for hundreds. Like we can look here. Just real quick as an
example, United States. So it's like $1.14, 400 text messages, or $5.70
for 500 text messages. So that's cool. You can add that to
your funnel as well. Now, they only start charging you when you send
more than 300 e-mails a day. So when I set up a new business or I'm trying to
create for myself, I have a lot of different
kinds of brands that I promote on social media and SEO, and paid ads on paid campaigns
to build email lists. And then I so like
affiliate products, affiliate links,
things like that. So for me, I use and in blue for all those brands
because I don't have the money to start up right away to invest in something
like Roy expensive. So I'll build out
all my funnels and I never go over
300 e-mails a day. I'd never even paid for it and
it just works really well. So we can take a look
at an example here. One of my accounts, and I'll just run through it real quick so
you see how it works. So send in blue. You can come over here
to more apps right away. You can activate CRM,
which I've done. If you're a B2B space, CRM is really nice to create
deal stages and you can move contacts throughout a deal stage similar to HubSpot deals. So you can create deal stages here and then move contacts to different deal
stages and edit these. So let's look at our campaigns. Campaigns. You had email, emails, one-off e-mails to
send to people, and then templates is
used for Automation. Templates is where
you will build all your e-mails that you can use for automations
over and over. So these are the templates
I have made in my account. I'm coming over to
contacts real quick, skipping over these
things, go into context. This is where you can import. Another great thing
about sin and blue is that you can import
unlimited amount of contacts, so they don't limit. Whereas the Mailchimp, they charge you over 2000 contacts. This company is building out
a cold e-mail automation for they add 68,000 contacts. I added in descend in blue. Now I sent them all more
than 300 e-mails a day, so I had to pay for the e-mails, but it's still very affordable. So that's really nice. So we have 12 contacts here. A list. We can create different lists. Different lists. You can use lists to segment
groups of people. Can also create, I'm going back over to
context different filters. You can create a filter or a segment is what
they're called. The segment people out. And then forams, you
get access to forms. Once your arms you can create forums and embed
them on your site. So let's take a look at a form. So I have this form here. Local SEO training
often get access. This on a landing page of mine. You can build your form. You can create custom fields. So if I want to add a, they're called attributes
and send in blue. So I can add an attribute here. I can choose what
the attribute is. I only have these four right now in this account and
another account have more. If you want to create,
attributes are just like data points or information
you want to add. If you want to add attributes, you can come over to
settings, contact attributes. So contact settings
and attributes. And create new attributes. I'm actually going to
leave this MS there. You can make it required. So I'm going to hit Next. Now, this is a
form going through the forums you can add to list. So I have a list here. You can create a
list adolescence. So if they fill out a form, add them to this list. So I'll go next. Double opt-in. I don't want to double opt-in. Simple confirmation email. Let's see what's
the double opt-in. Yeah, I don't wanna do that. I've had this on the whole time. So single confirmation email. Let's see, we need
to select my email. So when someone
fills out this form, I want to send them an
e-mail that gives them access to the training. So I need to find
local SEO opt-in. I guess I don't know
which e-mail it is. I hit Cancel. And then hit Next. Now, confirmation email. Yeah. No confirmation
email next. That's right. Turn to this step
confirmation page. We do want to send them
to a confirmation page. So this one is interesting. It's a little, I guess broken. I'm not used to having
it be like that. So what I'm gonna do is
go over to my automation, just investigate so
we can look at this. This is a form and I
want to send them to my I want to send them an
e-mail that gives them the pass code to
access the training. So I'm going to head
over to campaigns. I'm going to find
my automation SEO. Local SEO often has submitted
the form local SEO Ogden, send email, local SEO opt-in. So let's check. Take
a look at this. Okay? Perfect. Yeah. So yeah. So when somebody
fills out this form, what happens is they get
sent to this list, right? Because I had them add to
this list at local SEO often. And when they get
added to that list, I haven't automation
as the trigger. That list is a trigger. And then they get sent this
email which gives them instructions to
access the training. So I'm gonna go back over and simple e-mail. No confirmation e-mail
confirmation page. I didn't want to
send them to a page. I have a thank you page for opting into the SEO. I just don't remember
what it is right now. That's okay. So anyway, sorry about that. Moving right or wrong.
Right along here. Will send the page. Then message. It says thank you. So anyway, that's our,
that's our forum. So we can embed this form
now right here at this code, and then we can embed it
onto our landing page, e.g. this is the landing page I have. And this is that
local local SEO page. And this is the form. So now there's an SMS right here because
I just added that, but this is that form
right here on the page. So you can create forums. Now, we have our contacts, we have our forms, we have our campaigns. Let's take a look at automation. So let's take a look at
that SEO automation. So local SEO. So they opt into that form and they're added to this list. So I created a trigger
and that trigger is that contact
fills out a form. Oh, it's a forum, not a list
because I could do both. So let's look at this. I
can do contact details. These are all the triggers you can create with sending blue. So I can say contact
is added to a list. And then I can do local
SEO opt-in, okay? Or that will do the same thing. You can do a form
contact submits a form, any form, local SEO opt-in. So it's the same
thing essentially. I have the trigger as
they felt that form. But in the forum settings, when they felt the form, they
also get added to the list. So that's the trigger. And then I send them an
email right away that says, Hey, thanks for
requesting how to rank a local business
SEO training. Here's the link and
here's the password. So you click on that link,
you put in the password, and that's the email. And then I also tell
them I k I have all these other
marketing trainings on my Skillshare account so you can check
those out as well. So that's kinda what this funnel is designed for automatically. So then I wait 15
min and I send them a second e-mail right after that first email, I
sent him a second email. Then I wait one day and I
send them another email. So all these little
buttons you can do actions or send an email, send a text message, send yourself a notification. So I could send myself and
notification that says, hey, somebody just
fill out this form, but I have another
automation for that. So I have notification for notification anytime
anyone fills out any form. See here my trigger is submitted any form and then
my action is send a notification in the
notification is an email template that sends to me and lets me know that somebody
filled out a form. So let's take a look at that automation
and finish that up. So we have our
email wait one day, send another email,
wait two days, another email away
today is another email. Wait three days, send
an email on and on. So I have like 12345678 emails. They get sent out over the
course of like 15 days or so. And then it just ends. You can also create
exit conditions. So if say somebody, let's say I create
automation where people are getting follow-ups and then they reply to me in the e-mail. I don't want them
to get continue the rest of the
automation, right. So I want to opt them
out so I could say, Hey, what's the exit condition? Well, I could say, Hey, they replied or opened or clicked or not replied
but clicked or opened. So if they clicked an e-mail on optimal on or another one
I could do is a list. So if somebody responds to me, I can manually add them
to a list and say, hey, there In my I could
create a list that's like responded contacts. And then if they get
added to that list, optimum of this workflow
and this automation. So let's kinda just a very
linear drip, automated drip. So yeah, That's automation. You can create a workflow. Choose from these templates
or just do blink. So we can do like test1,
start automating. Then we can create a trigger. So I'm going to
head over here to contacts and create a new list. Like I said, you can add import contacts and
create contacts. So I'd go to Lists, add new list, test one, and create an empty list. Now let's say I can
create a form now. So I'm going to create a
form in the forum settings. I can add anyone who fills out that form gets
added to this list. And then I can embed that
form onto my website like a subscription form or a contact form or a
lead magnet form. I'm not gonna go through the
motions to create the form, but that's something you can do. So now I can come here, create trigger, contact
added to a list, test one right there. Okay. So somebody
fills out a form, they are added to this list that triggers this automation. And then I can send
them an email. And I can choose from
all my email templates. And then I can choose an email. Then create like a delay. So delay for one day and then send another
email, so on and so forth. So you can create a lead magnet, a landing page that
offers some value in advanced content. People opt in. Then you collect
their email address, they get added to a
list from that form, and then they get the list is a trigger or the forum
has a trigger to. So instead of doing a list, I can delete it and I can
do contact submits a form, and I can create that test form. So add to a list,
I would recommend, even if you use the form is the trigger and
you still want to add them to a less just so
you can have them segmented. And that's pretty much it. So that's an example. That's pretty much how
send in blue works. Again, you can upload
any amount of contacts, create any amount of emails, and credit any amount
of forms and send automated drip campaigns to people who've fill out a form. So yeah. And then you have That's pretty much it. That's
all the motions. Just head over to
send them blue.com, sign up and activate
your account, and then it's good to go. So that's sending blue kind
of overview, contacts, lists, automation
campaigns, templates. Templates are used for
automation emails, one-off, email sense. Yeah, thanks for watching
and I hope this helps you learn a little bit
more about marketing automation and send in blue. I'll see you in the next video. And if you want to learn
lead magnets and funnel building and check
out my other courses on Skillshare about
those as well.
4. How To Use HubSpot For Email Campaigns: Alright, welcome,
and we're going to take a look at
marketing automation and set some things up. Take a look at some examples
that are already set up. So let's dive right in. These are the different things that are going
to take a look at. So we're going to just look at a simple e-mail drip automation usually used for lead nurturing. If somebody opts into
a lead magnet or opsin gets a quote form, fills out pretty much
any form name and email. Then you can follow up
with text or an e-mail, nurturing them with
more information so you can stay top of mind. This can also include
like a newsletter, um, things like that. So then we can look at
referral automation, how to automate getting
referrals from customers. Automate Google reviews,
how to get Google reviews, and then lead scoring, which is something that's for
more advanced automation. But if you have high kind of activity traffic coming to your site and interacting
with your business. And it's a B2B business, than lead scoring can be very valuable for
your sales team. So before actually we look at all these different automations
on a case-by-case basis. Let's learn and do a quick
overview of HubSpot, since that's what we're
gonna be learning. So I'm going to go over
HubSpot just so you can understand the different
parts of the platform. It's very user-friendly,
but I'll just go through it just
so you're aware. Then we can take a look at sending blue as well,
which I mentioned. So let's take a look at HubSpot. So HubSpot, we
have our contacts. These are basically anybody
that's in the system and to have a contacting
Needham first name and an email minimums. So you just need
a name, an email. And then you can add
more information. Every contact is individual, so that can be your leads
and your customers. You can create different lists, so you can segment less on different criteria
for contacts. You can make lists that
fell out a certain form. A list of people contact you, visit a certain page, a list of contacts who have became customers are ordered a certain product,
whatever the cases. You can also have companies. So for B2B or type businesses, if you're dealing with
businesses as well. So you can have multiple
contexts in one company. So you have one company, let's say it's Nike dot com, and then you can have 5,000 contacts under that one company. All the contexts can be at different levels, CEO, managers, store manager,
designer, whatever, and then the companies. So those are kind
of how that works. I'm over here in marketing. All these things can connect
to your different platforms. So you have your ads. So you can take a look at
some add examples here. So we have some ads coming in. This is just an example. So you can track your
and connect HubSpot two different ad accounts including Facebook,
Google, and LinkedIn. Those are the only ones right now that you can connect to you. You can create campaigns
directly from HubSpot. And you can create custom audiences
directly from HubSpot. So you can use your list
to create audiences. So you could, you could create an audience for
your Facebook that, and it will show up in your Facebook ads for
those of you who are familiar with creating
custom audiences and Facebook ads,
you can do that. So, yeah, you can create custom audiences
directly in HubSpot, send it to your ad account. So that's pretty useful. Email. So this is where you can
create different emails. When you create an e-mail, you can either do a
one-off email and send it or you can create
an automated email, regular emails, just kind of a one-off email to a group
of people or an individual. You can use this as your
email client as well. Instead of using like a Gmail, you could use HubSpot. Alternatively, you can also link your Gmail to HubSpot So
that all in and outbound emails and the e-mail is tracked that can be
useful for B2B sales people who want to keep track of all
their email communication in a sales pipeline. So you can do that
or just create automated emails or
chair and then used for email drip sequences
similar to like lead nurturing. So those are emails. Then you can create landing
pages as well if you want to. So you can create landing
pages directly from HubSpot. You can link your
domain to HubSpot. So I don't use, I've
used them before, but I generally create landing
pages on my own website. Which is linked to what? Plane? Top spot. So then you have
your social media. So it also can link to
social media accounts. You can post and schedule
posts directly from HubSpot. You can analyze and track your social media
directly from outside as well. So if you've used
like later.com or Hoot suite to schedule posts, you can do that using
hotspot as well. And so you don't have to
use those other platforms. It doesn't connect
with TikTok though and all of the accounts. So it connects with Facebook, instagram, Twitter,
and LinkedIn only. So if you want to use Pinterest and TikTok
than I, which I do. So I use a later.com, but analyzing different
content is good here. So then you have website. This is if you use HubSpot website builder
which you can use, they have their own
kind of website. You have to pay for it. Or you can just use
their SEO tool. I don't really do that with the website because I
use a WordPress website, but they have that function
here if you want to, which is kinda separate
from your landing pages, then you have campaigns. So campaigns are
basically just folders or segments that keep track of
all the different elements. So you can just create a campaign and all that really does
is give it a name. So we can do test campaign. Just to see That's
pretty much all you do. And then you can assign yourself as a user,
but that's it. You can add more
information here. But once you create a campaign, let's say you create
a landing page. You can mark that landing page
as part of this campaign. Or if you create an e-mail, you can mark that email
as part of this campaign. Or if you create ads,
you can mark ads as part of that campaign
and your social media, you can mark that as
your campaign. That way. You can click through
to this campaign and you can see
all the elements. So you can see assets, which is everything
I just described. So I'll show you your emails, your social posts, your
landing pages, your ads. All right, Here, I'll
show like performance, how many contacts as generating, how much money these deals
closed, things like that. So it's just a way
of organizing all of your digital marketing
elements from social to landing pages and just keeping track of them all part
of one specific campaign. Moving on to the Sales tab. In sales you have deals. Deals are how you organize your sales process and your customer journey
through sales. So you can have
different deal stages. So a deal doesn't
necessarily mean a customer. A deal stage can
be prospect, met. Deal stage can be proposal sent. A deal stage can be
in negotiation and deal stage can be closed
one or closed lost. Those deals are organized by the sales process and
the customer journey. So you can see examples here. Appointments scheduled,
qualified to buy, and when contacts come in here, you can add contacts here. And then you can move
them to each stage. Or you can use automation to automatically move customers
to different stages. Or you can use these
stages is triggered. So let's say I have
some contact here. These are, these are deals here, so I can move these
around, right? So these are closed one, let's say a contract sent or I'm usually
it's progression. So you start from left to right. So none of these
triggers are set up, so I can move these around. So let's say this
is our first deals and these are all
customizable by the way. So you can customize and build these deals stages based on your sales process for
each business, right? So anyway, you can set
these as triggers. So I have a contact here
and you want to send them an e-mail when you move
on here, you can do that. So I'm going to move this
contact from here to here. That changes the deal
stage and an automation is set up so that that is a trigger to send some type
of e-mail communication. So you can build out automated
communication through email and text depending on different stages of
the sales cycle. And you can customize these
to match the cell cycle. So I'm going to move
that back over here. Yeah, great. So that's how deals work. That's the biggest part of
the cell's drop down here. You can also do tasks
which are just reminders. I'm tasks, or you can create tasks from
automation as well. So you can automatically
create tasks from automation. To remind you, maybe I move a contact over to
decision maker, bot in, and then
that is a trigger to send you a task to
email that person. So maybe you needed call them or email them or send
them something. So you can build tasks into your automation for salespeople depending on your sales process. Then you have meetings
which you can link up to like Zoom
and things like that. So that's just sales meetings. You can build quotes. And different kinds of other sales tools we
won't get much into, but they have other
features here that can be helpful
depending on your business. So that's most of it. Then we have reports. Reports can be very helpful. That's where HubSpot
is very powerful because when it's
connected to everything, when it's connected to your ads, accounts and your website, you can track customer
acquisition very, very detailed. You can say, Hey,
this contact came in from organic search
or from Google. So let's take a look at some dashboards I've set
up for this business. So this is like
website analytics. So right here, this report, we can see sessions broken
down by day, by source. So we have all our sources here. And I'm actually going
to make this bigger. So we can see it
moved me over here. Alright, so direct traffic and you can toggle
these on and off. So if we look here, this is organic search. So these are a website
traffic from organic search. This is organic social. Website traffic from organic
social or paid search is website traffic
to and paid search. Social, paid social. So you can track
things like that. Website visitor
engagement, bounce rate, things like that. So let's take a look at
channel performance. This is a good one. So we can see contacts, new contact conversion from ads. So we can see Google ads. So these are contexts that
are added from Google ads. So for by day or Facebook, we can see Facebook
is added here. So in different contexts
or added clicks. So we can see the amount of
clicks from different ads. We can track our email
opens and things like that. Let's see ad spend here. So we can see how much
we spent in ads on. You can just build reports and customized reports for
pretty much anything. Let me keep track. Web conversions and all
sorts of things here. So you can build custom
reports and deal stages. Let's see what do we have one? Sales if we come to sales, we can look at how many
we did it in sales, how many contacts are created, how many deals were created, and so on, so forth. So those are reports and
dashboards and you can create custom reports based
off of all the data that's tracked in the system
and things like that. So now let's take a
look at automation. So under automation, we're gonna be focusing on workflows, which is where an
automation sets up. So let's just create
a or actually lists. Let's take a look at one, every workflow, every automation, every
business should have. So this is a inbound lead
actions, notifications. So any form has filled
out is the trigger. So every workflow, every automation starts
with a trigger. What starts this automation? So the trigger here is anybody on the website has
filled out a form, then we break it out. So I have multiple
forums, right? So I'm going to break it
out into different forms. So it's a branch that breaks
out into different forms. So I have this web form. This is the general form. I have a specific product form, a specific form for different
campaigns here, right? So depending on which
form people fill out, I'm going to send them
different communications. So let's look at this one. They fill out are just
regular quote form. So I'm going to create a
salesperson as the owner. I'm going to send them an email, just a thank you. Email, acknowledging
that they've filled out a form and
we've got the request. Then I'm going to send a notification email to
our sales team saying, Hey, I'm a new lead
came in on website. I'm going to wait one day and then I'm going to
send him an email. Benefits, It's just educational
benefits of this company. Waited day, send them a
referral e-mail like, Hey, refer somebody
and get a gift card. So that's part of a
referral automation. So this just happens. I'll get an email to refer
and things like that. So, um, another
automation we can take a look at is send
feedback for reviews. So this one's pretty cool. So if somebody becomes
a new customer, we're going to wait 3 h, then we're gonna send
them an e-mail that says, Hey, thanks for
becoming a customer. Give us feedback on a form. Depending on that form. The form, we can
take a look at it. So under marketing, we also something I miss is
lead capture and forums. So you can build the forms and embed them on your website. So let's look at
our feedback form. So if we look at this form here, it says it's all whited out. To highlight it just
so we can see it. Firstname e-mail on a
star rating one to five. How many stars would
you give this company? So they can select four
or five or one-star. So this is part
of an automation. If they select
four or five-star, will send them another
email that asks them to leave a review on Google if they select
12 or three star, just as thank you,
but that's it. So this is a little filter. We asked for feedback first. And then here it says
on scale of one to ten, how likely are you
recommend if they do? Like a seven or up? We send me another
e-mail and says, Hey, we refer somebody. So this is a filter. They only we only ask
the customer to leave us a review on Google
if they fill out this form and do a
four or five-star, if they do a one-to-one
three-star and we don't ask them to leave
us a review on Google. Of course they still can, but they don't get an
e-mail that says that. We can look at that
here. Right here. So this automation. So if they selected a four or five-star on that
form, that's the trigger. You have to select
a four or five on that form and
that's the trigger. So once you do that, they get sent another e-mail
to leave a review on Google. So that's examples of
marketing automation. So I'm kinda going through
some examples here. We'll get into these specific
automations in more detail. But I'm just going
through, you know, how HubSpot is set
up, how it works. So let's finish that up
and then we can move on to actually building
out some automations. So we went through the menu items that
are pretty important. Let's head over to settings. And so, right when
you get HubSpot, one of the first
things you wanna do is it's called tracking code, is you want to install
oh, yeah, there it is. You are the tracking
code onto your website. So that way spot can track
on your website activity. So make sure to do that. Then you can connect
it to your social media accounts and
your ad accounts. So besides that, let's
take a look at property. So this is data management. So you have different subjects. You have contacts,
you have companies, then you have deals.
Those are three ones. You have other ones
like invoices, events, product, and
things like that. But we're going to the main
ones that are mostly used, our deals. So deal properties. Let's take a look at that. So these are different
pieces of information, different data pieces
associated with deals, e.g. is it steel status or stage? Deal stage right here. So you have all
your deal stages. So I can open this up. Anyways, we have our properties, so Deal properties, amount, amount, Annual,
Recurring Revenue, different things, and you can create different properties. So let's go to contact
properties now. So contact properties, you
can do firstName, obviously, lastName, different
things like that. Mobile number. If a referral mobile number, so different customized ones. So here's an example of a form I did I made
a referral form, right. So I have an automation. When a new customer is created, they get sent an email
and we can look at that, asking him to refer somebody. Now, I actually use this in a different I have this
belt and HubSpot, but I actually use this part
automation and send in blue, but I haven't set up here. So we looked at this
form already, right? Oh no, we looked
at the other ones. So it's white because
it's embedded on a background on the website. So your name, your email,
your mobile number, your referrals name, referrals, e-mail, and referrals,
phone numbers. So somebody can refer an ad that referred
person right here. So they fill out this form. And I created these
custom properties. So if we go back over to
Properties, we can let care. Referral, mobile number. What are the what
are the firstName? So yeah, mobile number, if we do like firstName, referred, firstName,
and things like that. So those are custom
properties that I created. Then once those costume
properties are created, I added them to this form. I have the referral
e-mail setup. So that's just an example of
creating a custom property, using it in a form and
using it in an automation. So, yeah, So we have
custom properties. So anytime you want to create
a custom field in a form, so if we go to forums and
then create a new form, and it's not in here, or are you don't have a
piece of data you want to collect because it's
specific to your business. You know, you can
create a new one, you can create something here. So when you create a
property, this is a field. Let's do checkboxes. So this is creating
a new property. So the object type is contact. So testing checkboxes,
maybe you want to ask specific questions and have
people check the box on a form or something like that
so we can add them here. So let's do like
question one at auction. Question to add option. Question, three, different
things like that. Create. And now it's a
checkbox and a forum. So here's the form. Let's just update and
publish this form. So this is the embedded code, so I can embed this
form on our website. I don't go back here or
we can view the form. So see email now we have these different
checkboxes, Right? Then let's say we want
to automate a response. Let's say question three, we want to send an
email question to you. We want to send an
email on question one, we want to send an email. We can come back over here. And let's create a new workflow. Leave a blank. And
what's this form called? On the name I forgot. It's test form, right. Let me go back over to forums and just take
a look and make sure I get it right.
Test form yet. So let's set up a trigger
for this workflow. So the for the trigger will be a form submission and it will be the test form on any page. Apply, Filter and save. So that's the trigger somebody
fills out that test form. Then let's create a branch. And let's do test. I'm sorry. So we have these
different filters here. Let's do contact properties and then search for that
contact properties. So we just did a testing
checkbox, right? We created that is
any of 12 or three, apply filter and save. So now we have this branch. First branch, sorry,
let's edit that. So question one,
Let's make it Q1. So that's one branch
update filter. Now we make another branch. At another branch,
contact property. Test checkbox is any M2. We can name this branch
question to apply filter. And another branch,
contact property. Test. Checkbox is any other
question three and Q3. So this is just an example. So now I'm saving it,
it's another branch as well. We'll build out. So we have question 12.3. They filled out that form and the second one,
those two things. So now I can send, hey, let's send an email. Send an email. And let's create some e-mails
here actually. So I can go over to e-mails. And this saves automations,
save automatically. So anytime you make
something somewhere else, like I'm about to create
an e-mail automated. Let's just do plain
email. Name it. Q1, reply. Okay. Settings. You have
your firm name, your e-mail, subject
line, things like that. Let's just subject
line is high then. This is just a test. So I'm publishing this e-mail. Now, come back over
here to this workflow. I'm just going to
refresh the page. And for Q1, I'm going to hit
send email and reply one. So you can see how
this is built out. So I have a specific form I
made with different kind of check boxes and depending on
what the person checks on, I can send them a
specific email. So that's just an example of a workflow that
you can set up for to create specific
communication depending on what field
they form filled out. An example, maybe you
have a question like, what services are
you interested in? A, B, or C. If they select a, you send them an e-mail
designed for service a. If they select B, you send them an email design for service B. So that's an example of
how this could work. So those are custom properties. I just wanted to
make sure you were aware if you want to create any kind of data tracking or her information for contacts, deals, or companies, you can create custom
properties here. So let's just look at the
options real quick and then we can wrap up this
intro to HubSpot and move on. So contact property is
create new property. Test too, I'll say Select. And this is the group
of the contact. So let's say contact
information. So you can do contact activity like if they visit a webpage, contact information is
data specific to them. Next. And then these are all the
different input options. So we can do single line text, multiline text, that's what
they write something in. Single checkbox,
multiple checkboxes, drop-down, select radio, select Date Picker,
calculation score, different things like that. Like we could do score. The score will take a look at, this is part of lead scoring, where if people look at
our view our website, you can give them
a score of one. If they open an e-mail, you
can get an a score of two. And then if they
reach a score of ten, you can send a notification
to a salesperson saying, Hey, this is an act of hot lead. So we'll take a look at
that later in this course. But I think that pretty
much wraps up HubSpot. We went through a lot
of different things, reporting, contacts,
lists, marketing, tabs, you know,
email landing pages. We didn't look specifically
at landing pages, but they have them there. So hopefully this
gives you a good intro to how HubSpot works and some little examples
throughout of how you can put some
things together. So we'll continue on
and in the next video, and we'll take a look
at sand and blue, which is similar to
HubSpot, but free. You can upload unlimited
amount of contacts. You only start have
to start paying when you send more than
300 emails per day. But you can create
automation as well. So I'll show you an example of an automation I
have here and send in blue for one of my funnels. And that is e-mail
drip automation. So in the next
video, we'll look at example of email
drip automation. We'll look more in detail
for referral Automation, google review automation
where Drew kinda looked at briefly
and lead scoring worksheets set lead scoring
up from scratch because this HubSpot doesn't
have it set up. So we'll set that up. And that's an
advanced automation. That's really helpful if
you have a lot of activity, a lot of contacts, interacting with your website, with your content,
things like that. So what? I hope you learned a lot so far, if you're overwhelmed,
don't worry about it, you know, and just practice
setting up some automations. A simple drip automation
which we'll look at, but yeah, we'll continue on in the next videos to dive in. So this is HubSpot. This is an intro to HubSpot. Hope that helps and I'll
see you in the next video.
5. Email Marketing Outro: All right. So before I leave you with the strategies and methods, tactics that we just went over, I just want to share this
productivity strategy with you to help you get the most out of
your marketing journey as you continue to
learn other things. So, yeah, let's just
get right into it. Alright, so I have this
illustration here, and this is U on the left. You have your business
goals or learning goals. Maybe you want to learn a valuable in-demand
skill like marketing, or you're trying to learn how to market your business or maybe
a business you work for, whatever the scenario is. This is you and you
have your goal on the other side of
the canyon here, this pot of gold. What happens is, this is a scenario we can all
identify with and we start to hear about some new tour tactic or
a shiny object syndrome. And we start to do something. Maybe it's building a marketing
funnel or social media, or developing a good website
or social media ads, paid advertising on Google or Facebook or
something like that. Or maybe it's chatbox. You know, there's all
these things that we can do to market and
promote a business. And then we start to do
one of these things. Then we get that shiny object
syndrome and we learned about something else
or are introduced to another idea that we
think is really cool. So we started that and
then we started that. And what we're left with is
all these half built bridges that actually don't really
get anywhere, right? So what I want to recommend is that you pick just one tactic, one tour tactic, one strategy. Excuse me, one thing that
will be the most valuable to helping market and promote a business and you just stick with that one
thing and finish it, complete that
bridge, and then you can move to the
second most valuable, the second most impactful thing. And then you can
just go on and on. Then it will take you
to the other side, get to where you want
to be and you'll see a big improvement and traction in the growth of whatever business
you're working on. So I've identified 73 plus
different tools and tactics, different bridges that
will help businesses grow. The question is, which one is the most impactful
for your business? That I cannot. I don't know. If you need help, you can if
you need help figuring out what that one
impactful tactic is, the one bridge will
have the biggest impact on the growth of your business. Then you can just head over
to my website, AH, marketing, dot PBIS and connect
with me and then we can, I can help you figure that out. So that's the strategy I wanted to share with you
to help you be productive. I hope that helps and
really just focus on that one bridge at a
time and go from there. All right, so that
concludes this course. This was an intro course
to give you ideas and strategies to the mindset
to help you be successful. I hope you learned
some valuable methods and strategies to help you improve your marketing and develop that skill set no matter what your
circumstances are, maybe you're learning to
market a business you work for or to help improve and
grow your own business, or you're just trying to
learn an in-demand skill. But as long as you
keep on learning and practicing these
things we talked about and continue to learn
and develop those skills. You'll be better equipped
with an in-demand skill. You just need to
keep on practicing, learning and doing things like actually hands-on
in practice as well. If you enjoyed this course, please leave a positive
root, positive review below. I'd really appreciate it. And there are lot of other courses on my
Skillshare profile. If you want to learn about
some other strategies and tools and tactics related
to Digital Marketing. My name is Adrian Hilberg. You can learn more about finding the one bridge and
impactful strategy to help grow a business
from my website. Ah, marketing dot PBIS. Thanks for participating
in this course and good luck with your marketing
journey wherever it may be. I'll see you next time
in another training.
Adrian Hallberg, Digital Marketing CMO
