Volume 1.3
Meet the Tool Taking the Frustration Out of E-Commerce | 6 Simple Retention Tips for Lifelong Customers
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At our exclusive hybrid event (attend in person or virtually), Keap’s founders and product leaders as well as fellow Keap customers, influencers, and entrepreneurial experts unite. Join us for presentations, strategy sessions, and networking opportunities designed to save you time and grow your business. Get the Same Value In Person or Virtually! • Watch all the same in person events, livestreamed right to your laptop • Live or remote, get all the same content from this hybrid event
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See what Keap customers said about the last IKON: “IKON was such an amazing experience; we took away so many jewels we’re already implementing in our business.” –Chantel Henry, The Legacy Project “IKON, it’s the summit of all experiences.” –Mwale Henry, The Legacy Project
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Contents
6
Win $10,000 to Fuel Your Business!
8
A Lightning-Fast Way to Make a Slew of Sales
10 12 14 16
Vision as a Discipline
Be Prepared With These 12 Principles
Harness the Power of Your Big Idea
How to Systematically Scale and Grow Any Business
Meet the Tool Taking the Frustration Out of E-Commerce
18
6 Simple Retention Tips for Lifelong Customers
22
6 Ways to Boost Your Customer Retention
24
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From One Entrepreneur to Another
grows. Of course, we will continue improving to better serve you be- cause it’s all part of our “Why” and “What” ... and it’s just plain fun to get better and better. I hope you are enjoying the product and service innovations we’re bring- ing to you. If you haven’t seen all the enhancements to Campaign Builder, take a closer look. If you aren’t using automations, text marketing, pay- ments, or the e-commerce features we’ve introduced, you’re missing out. If you’re using our Pro edition and you aren’t using Checkout Forms to increase your sales, I hope you’ll start. If you aren’t joining Automation Hours or Keap Academy Workshops, you’re in for a treat. Truthfully, we’ve intro- duced so many things this year that you need to attend IKON to soak it all in and ensure you’re taking advantage of all the awesome features and ben- efits available to you through Keap. In the meantime, you can learn about some of the exciting things we’re bringing you by reading this and every edition of The Keap Insider. And if you’re a Pro or Max/Max Classic cus- tomer, you should definitely connect with your Customer Success Manager (CSM) to make sure you’re getting the most out of Keap. Your CSM is here to serve you and help your business grow. And, by the way, our CSMs are amazing! They’re getting rave reviews by those of you who are taking advan- tage of what our CSMs offer. One last note: If you’re like most entrepreneurs, your own company’s identity might be a little murky. I encourage you to get clear on your “Why” and “What” so you can serve your customers just a little better and enjoy the business growth that al- ways follows great customer service. Keep going, keep serving, keep growing. –Clate
The Why, What, and So What of Keap Late last year when we clarified our brand to the world — that Keap is sales and marketing automation (SMA) for entre- preneurs and their teams — some people did not understand why we needed to clarify things. Now, several months later, I want to remind you why we do what we do, what we are up to, and why it matters to you. Why We Do What We Do At Keap, “We liberate and empower entrepreneurs to strengthen families, communities, and economies.” That’s our purpose. We know entrepreneurs and their teams are working hard to achieve their dreams, and sometimes, it’s really hard. The truth is that the vast majority of small businesses have let go of their dreams. That’s not who we serve. We serve YOU — the small-business entrepreneurs and their teams looking for a better way to grow your business. You have dreams. You want to make an impact. You want a great business and a great life. You want to find your freedom. And when entrepreneurs like you are successful, the impact you have on your families, communities, and economies is inspiring. Now, here’s the real secret of why we do what we do: We know that sales and marketing automa- tion is the great game-changer for small businesses. And we are passionate about empowering entrepreneurs and their dreams. That’s why we do what we do. What We Do We help entrepreneurs and their teams automate their sales and marketing with our product, services, and the Keap Family of employees, partners, and customers. We’re on a mission “to simplify growth for a million entrepreneurs worldwide by 2030.” Our product line of Lite, Pro, Max, and Max Classic helps entrepreneurs and their teams grow sales and save time. The CRM, marketing, and sales features come together in one platform to help entrepreneurs grow their businesses. Automation is the “special sauce” of what we do; more specifically, automated follow-up is at the very heart of what we do. When small businesses follow up better, they grow. We love seeing our customers add contacts, leads, clients, and repeat clients to their business as they use our products and services to grow. Why It Matters to You When we got clear on all of this stuff last year — after the company had an identity crisis for a few years — we began serving our customers much better. Product quality improved. Regular monthly software releases became impactful. New service offerings were introduced. Not surprisingly, churn improved, and the company started building momentum. It’s so fun to see exciting product innovations and features being received well by our customers! It stands to reason — when a company gets clear on its target customer and understands its “Why” and “What,” customers benefit and the company
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Win $10,000 to Fuel Your Business! By Entering The IKON Annual Awards
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short-term successes they’ve had since joining us! To place in this category, you’ll need to highlight the success of your business’s metrics while also focus- ing on other short-term improvements like saving time and generating leads. Just like in the Entrepreneur of the Year catego- ry, the finalists for Rookie of the Year will be invited to IKON for a final battle on stage! We can’t wait to celebrate your rapid and substantial growth. To enter the IKON Annual Awards and throw your hat in the ring for $10,000, all you have to do is fill out a form and submit a video about your business’s successes at our website, Keap.com/lp/ikon-contest. Whether you’ve used Keap for one month or five years, you’ll have a shot at one of the two catego- ries! Of course, if you’d rather just watch the final showdowns at IKON, you’re welcome to do that, too. It’s not too late to sign up for the IKON Annu- al Awards and take advantage of the unparalleled networking opportunities, mind-blowing breakout sessions, rundowns on the latest Keap updates, and more. Snag your tickets to the live OR virtual event on our website through Nov. 1. In 2020, four finalists competed for Small Business of the Year, and Mwale and Chantel Henry of The Bestsellers Academy came out on top. The Bestsellers Academy grew by a mindblow- ing 300% during the COVID-19 pandemic and, as of the time of its win, had coached 6,800 people and helped more than 1,300 bestselling authors publish their work. Those numbers are incredible, but Mwale and Chantel also made their video stand out from the pack by introducing their business with a musi- cal number. Talk about entrepreneurial creativity! We’ll never forget Chantel’s moving speech when she accepted the award at IKON, and if you were there, you probably remember it, too. “The work, the hours we put in, were not in vain,” she said. “We’re really thankful.” We can’t wait to see you at IKON and celebrate your business’s growth and innovation this year! Our annual contest is the best way to show it off. Re- member, you can throw your hat in the ring today at Keap.com/lp/ikon-contest. We look forward to seeing you in the winner’s circle.
ere at Keap, we believe in liberating and empowering entrepreneurs. Some- times, that means giving away cold, hard cash! This November, our
team will hand out $30,000 in prize money to four lucky entrepreneurs at IKON, our Annual Customer Conference Nov. 3–5. The money will be split into four different prizes across two categories (Entre- preneur of the Year and Rookie of the Year), each with a first- and second-place winner. 1. Entrepreneur of the Year: $10,000 First Place OR $5,000 Second Place This category highlights long-term users of Keap products and features, like our Easy Automations templates, customizable forms, and game-chang- ing CRM software. To enter, all you need to do is highlight the impressive metrics you’ve put up and results you’ve achieved using Keap over the years in revenue generation, customer growth, and more! A panel of judges will select two worthy candi- dates from all entries. These finalists will have the opportunity to duke it out for the first-place prize on the IKON stage with the winner selected by at- tendees. It’s a battle royale no one will want to miss. 2. Rookie of the Year: $10,000 First Place OR $5,000 Second Place
This category is brand-new this year and gives new members of the Keap Family a platform to share the
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ALightning-Fast Way to Make a Slew of Sales Fill Your Calendar With A-List Prospects and Create a Sales Stampede
The Magic of Online Events (NOT Webinars)
I created this strategy when I worked for GKIC, the company founded by Dan Kennedy. We sold millions of dollars of products, and since then, my private clients have produced jaw-dropping sales, including the great Michael Rozbruch, who raked in $420,000 in a day. So, what is an online event? With a webinar, there is usually one presenter, typically shown in a small square on the screen or not at all. The presenter talks through the slides and makes an offer at the end. With an online event, slides are secondary to the presenters (or nonexistent), meaning the presenters are front and center. Did you catch that I wrote “presenters,” as in more than one? I modeled my online event system after infomer- cials . The most common infomercial setup is an in- terviewer asking questions to an expert in a talk show format. The interview format has many benefits: a It makes the online event seem more signifi- cant than a regular webinar. a It is easier on the expert. They don’t have to carry the whole show themselves and can an- swer questions they know the answers to. a It is better positioning for the expert because they don’t come across as a salesperson but rather a credible authority and celebrity . a It is more engaging for the viewers. If done correctly, the interview format is entertaining, fun, and dramatic. People will watch longer, leading to a higher closing percentage. a The interviewer can watch the audience’s response and change course when necessary,
B ill and his partners had a prob- lem. They had a seminar com- ing up with very few attendees signed up. Additionally, the event was expensive. STOP. Before you think, “I don’t do seminars, so this doesn’t apply to me,” the system I’m going to teach you works regardless of what you’re selling. Okay, back to our regularly scheduled programming. Since the seminar was around the corner, doing a complicated direct mail campaign wasn’t feasible. Bill asked me how to put “butts in seats.” I told him he should do a live online event. Note: This is not the same as a webinar. I’ll explain in a minute. We had one week to pull this together. We need- ed promotion emails, an actual script for the online event, a registration page, joint venture partners, and, of course, the event itself. Our goal wasn’t to sell seats to the seminar, but rather to set up phone consultations that would lead to selling the seminar. At the end of this article, I’ll share the results with you, but first ...
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which is difficult to do with a slide-based pre- sentation. For example, I noticed people were dropping off when my clients started giving too much detailed information, so I redirected our conversation with a question. a The interviewer acts as a representative of the audience and brings up objections they have, which the expert can easily answer. In a nutshell, an online event is done live in an interview format, with either no or a few slides. For the record, there were no slides for the online event we’re discussing here. That presentation was only 50 minutes long. (In the four-hour expanded version of this format, we do employ slides.) The Diabolical Secret No one other than my clients use the strategy you’re about to learn. But first, let’s go over the email promotion schedule. You want to send one email per day for four days leading up to your event. Say your event is on a Thursday. Email one would go out on Monday, email two on Tuesday, email three on Wednesday, and email four on Thursday, the morning of your event. (You will get a lot of last-minute registrations.) I’ve found that more than four days of email pro- motion is too much. People will get bored, and folks who register more than four days in advance are less likely to show up. (Please note that I am talking about the standard, one-hour live online event and not the expanded four-hour version. That’s a whole other ball of wax.) Okay, now for part one of the diabolical secret: You write one kick-ass email with rocking teaser bullet points and send out a variation of that same email four times. By “variation,” I mean a new opening paragraph for each email followed by the same text. Here is the big juicy secret: You send all four emails to everyone on your list, even to the people who registered. Read that again. It is worth a ton of DEEnero to you. Sending all four emails to everyone not only acts as a reminder to the folks who registered for the event but also reinforces their decision to sign up in the first place. Each email amps up the excitement level, which leads to a massive show-up rate. You do not have to create a video series, like most gurus teach, to keep people engaged. Instead, all you need to do is click “send.” How to Get Your Online Event Up and Running at Warp Speed
Dan Kennedy says that “money is attracted to speed.” As I mentioned, my client had less than a week, and we couldn’t afford any technical snafus. Earlier this year, I decided to do a last-minute webinar, and I didn’t have the time to set up a fancy landing page. Instead, I created an ultra-basic page. The page had only a headline, a brief description of the webinar, and a spot for someone to enter their name and email address. My opt-in rate was higher than when I used fancier pages. Thinking it was an aberration or maybe due to the topic, I used the same simple registration pages for subsequent online events and had similar results. Having a hot title for the online event is mis- sion-critical for registration, as are the emails that “pre-sell” the event. The bare-bones landing page would not work otherwise. For the reminder campaign, we sent an immedi- ate confirmation and then emailed 24 hours before the event, one hour before, and 15 minutes before. That’s all you need if you follow the email strategy I described earlier in this article. The Results We more than doubled the number of registrations for the live online event than my client typically av- eraged for webinars for a total of 383. a Our show-up rate was a whopping 65%. (That is crazy good.) The total number of attendees was 251. a Eleven attendees registered for the seminar immediately after the online event. (Keep in mind that our goal was to book consultations.) a All 40 slots for consultations calls were booked immediately after the online event. (My client had to open up more.) a I’m not at liberty to give you the total results from the consultation calls. However, I can tell you that my client did nine calls the day after the event and closed seven of them. In my client’s words, “The results are off the charts. This has been spectacular!” The bottom line is that an online event is a game-changer that can quickly generate a flood of sales. Kick butt, make mucho DEEnero! –Dave “The King of One-to-Many Selling” Dee Get a FREE hardcover copy of Dave’s book “Sales Stampede” and discover his step-by-step formula for selling more of your products and services with webinars and in-person group presentations. Go to DaveDeeBook.com
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A few months ago, I sat down with one of our Elite Entrepreneurs to every team member at Gravy. This included a non-negotiable Meeting Rhythm, leadership lessons, Slack messages, and a Vision calendar, to name a few. Casey was committed to being in front of his team and constantly beating the drum of Vision. It is this consistency that makes the Vision believable and easy to rally around, and it drives Gravy’s team to deliver impressive results. VISIO As a Discipline alumni to record a pod- cast episode discussing the changes that had to take place in order to By Brett Gilliland, CEO of Elite Entrepreneurs
continue on the path beyond $1 million in growth. Casey Graham is the CEO and co-founder of Gravy, a payment recovery solutions company with a big mission: They aim to recover $1 billion in revenue for the recurring-revenue businesses they serve by the end of 2023. Having built and sold one successful company already, Casey knew it would take a massive shift in the way the business is run — and in himself as a leader — to achieve the big mission ahead of them. He was aware that he could easily fall into the trap of swimming hard in several different directions, and without key strategies in place, his team would likely do the same. “For us, as we moved past $1 million — and reached $3 million in a nine-month span — we started building our Vision,” Casey says. “I used to think Vision was an epiphany, a statement, a talk, the sermon … but what I learned was that Vi- sion is a discipline. It is not ‘set it and forget it.’ It is a constant activity I had to prioritize and put on my calendar.” A leader of any growing company has three re- sponsibilities: Set the Vision, Build the Team, and Deliver Results. (See the Elite Leadership Model graphic to the right.) Casey and his team created channels to consistently drip the company’s Vision
Identify
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As part of this shift, Gravy leadership focused strictly on hiring to the Vision that became the foundation of their company. As new team members were welcomed aboard, many had expressed that their previous employers only cared about numbers and not about the people. Casey knew that was not the culture he wanted to take root at Gravy. ON Casey Graham
Company leadership can show care in many ways — this is just how Casey and his team at Gravy decided to do it. The payoff has been tremendous and has helped solidify the talent within the compa- ny as they work toward their big Mission. The ways you show care within your company will likely look different, but one thing remains the same: People always know when it is real or contrived. Your happy team members will lead to happy customers, and that leads to happy shareholders. When you set the Vision and build the team around that Vision, your company will deliver results. It is the care at the center that ties it all together to do this powerfully. Want to learn how to
The recognition that people are the game-chang- ers for a company and its customers is what helped Gravy sail past the $1 million mark. Valuing employ- ees as much as revenue goals found its way into the core culture. As you can see in the Elite Leadership Model, the concept of caring for your people is right at the heart of being an effective leader. “I know it sounds soft, and that’s the hard part about this. It doesn’t have a step one or a step two. It is like an aura; as people dig in, they realize it’s something they don’t have in their lives. I never would have thought of caring about your people as a strategic advantage, but it is,” Casey shared. Casey has built radical transparency into Gra- vy’s culture, and it has only served to build mutual trust and appreciation among leadership and team members. They have created a master’s degree type of training for their team because they want their team to grow — no matter where this growth carries them. The leadership at Gravy purposefully sought ways to demonstrate mutual trust and respect with every team member to ensure they never felt as if they were a cog in a machine. It isn’t by happenstance that Gravy has built a rep- utation as a genuine and thriving workplace, where team members rave about being valued despite their rapid growth. While many companies face the chal- lenge of losing an intentional culture as they scale, Gravy has defined “culture at scale” as one of their three growth strategies, where a meaningful 7% of their annual budget is dedicated to this effort.
grow your business be- yond $1 million without losing the heart and soul of your culture? Connect with us at GrowWithElite. com to learn more about
our methodology and how it can help you.
Brett Gilliland is the CEO of Elite Entrepreneurs, a company that spun off from Keap in 2018, specializing in giving $1M-plus business owners the knowledge, processes, and tools to grow to $10M and beyond. Brett spent 10 years helping Infusionsoft grow from seven figures in revenue to over $100M.
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BE PREPAR In a time of radical change, there isn’t a crystal ball or a magic answer. But even without being able to see the future, it’s clear there are opportunities in the market right now. So, the real question isn’t what is going to happen, but instead, what is the best opportunity? What should an entrepreneur do to maximize profits? Here are 12 guiding principles that will help you identify and
take advantage of all the opportunities that exist. 1 Make sure you’re capturing and nurturing your leads long term — not just for days or weeks, but for months and even years. Follow up online and offline with direct mail, phone calls, and text messages. 2 Make sure you have a system in place to retain existing customers. Newslet- ters are a perfect system, and they help in many of the other areas on this list as well. 3 Inspect what you expect from your em- ployees. In moments of quick changes, you need employees you can rely on to utilize their fullest potential in the right parts of your company. This is critical to other points on this list.
4 Focus on your sales team and lead-to-sale conversion. You have to have good num- bers here, and if the data doesn’t support an outcome, analyze it. What needs to happen to push those numbers where you need them to be? 5 Work to upsell more and/or sell new products and services to existing cus- tomers. The easiest sale to make is to people who already know and trust you, so if you have that new product ready but haven’t gotten it off the ground yet, now is the right time to give it a push. 6 Building relationships with customers and vendors will always be important, so stay on top of it. Loyal customers will buy from you and refer you to their friends, which means increased profits.
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RED 7 Invest more in mar-
10 Take the con- tent you're al- ready creating and reuse and recycle it. One of the biggest mistakes made in content from a social media standpoint is that people don’t reuse enough of their best content. It’s not always about new, new, new. 11 Don’t dismiss some- thing simply because it didn’t work. Just because you thought something was a bad idea, or things couldn’t be done a certain way, doesn’t mean that is still true.
12 Work smarter — not hard- er! There are always ways your business can improve. However, that doesn’t mean you have to work 24/7. Instead, examine the ways you can create real, effective change within your company’s processes to reach your goals. (Hint: This list can help.) Ultimately, no one knows what is going to happen today, to- morrow, next month, or next year. It’s better to be prepared for the worst, and if things go well, you’ll be so far ahead of your competition that they won’t even be able to see you. If things go bad, you’ll be the last entrepreneur standing.
keting and lead gen- eration, not less. You should be adding new and profitable cam- paigns once you’ve crushed all the points on this list. 8 Hire remote talent. You can get great em- ployees all over the country for a one-off project or even full time super cheap. 9 that grow both com- panies. Find ways to promote each other and help each other sell more. Set up deals with part- ners to create mutually beneficial relationships
Newsletter Pro Team Info@newsletterpro.com 208-297-5700 NewsletterPro.com
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Harness Power o Your Bi
Dan, one of the things you talk about in your upcoming book, “Why Advertising Fails & How to Make Yours Succeed,” is asking, “What’s your big idea?” Why is it important that an advertisement has a big idea? Dan Kennedy: This is not a new thing. It’s just more important than ever. David Ogilvy talked about it in the 1950s with regard to advertising, and advertising is almost always occurring in a cluttered, somewhat chaotic, and competitive environment. If not directly competitive, as in three car commercials, one right after the other, in the same TV show, you’re at least competing for attention. If you think about ad media, newspapers, magazines, and direct mail, even on the web, there’s a lot competing for attention. There’s usually a lot of clutter and a lot of chaos, confusion, and competition. So, one answer is live with all that and get your share. If you look at advertising for home and car insurance, way back, companies came up with big ideas, like Geico’s “Save 15%
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s the of ig Idea
you got it right. Or you can get a certified technician who will come, do a diagnosis, and install it. But somewhere, you want to find it or create it if you can. If you look at a lot of products, the big idea is in the story. Look at the My Pillow ads for the sheets. The story is about where the cotton comes from. It only comes from the Egyptian Nile, and it was only used in super quality shirts and so on. So, there’s a product story there with differentiation in it. But one way or another, this is what you are going to have to work with because it makes it infinitely easier to do really good advertising. Don’t miss the FINAL Magnetic Marketing live event of 2021 on Oct. 13 in Nashville. Reserve your ticket to our Red, White, and BBQ event in Nashville, where Dan Kennedy will launch his newest book, “Why Advertising Fails & How to Make Yours Succeed.” He, along with an A-list lineup of direct response experts, will share strategies, tips, and secrets to creating advertising that works. Get your tickets today at WhyAdvertisingFails.com/keap. We only have about 100 seats remaining in the room, and more than 50% were sold at our most recent event. Get your ticket before we’re sold out!
So, if you go back to the early years of Domino’s, the “fresh hot pizza in 30 minutes or less guaranteed’’ was a very big idea. Nobody was really advertising delivery. They certainly weren’t advertising it within a guaranteed period of time, and that literally built the company. You can find, both historically and contemporarily, examples like that, where there is some big differentiation. There is some “fit on a bumper sticker” reason this business exists that is different from all others. And that is a very powerful thing in advertising. When you don’t have it, people resort to comedy, characters, slice-of-life stories, etc. The reason they’re doing that is there is no big idea about what they do. Some products give us big ideas. They are inherent in the product, and that makes advertising a lot easier. When it first came out, the Keurig was a big idea product: You don’t have to make a pot of coffee. You don’t spill stuff. You could have 56 different flavors to choose from. It’s freshly brewed. You just stick this thing in here, and bam! You have a cup of coffee. So, in and of itself, it gave us the big idea. Sometimes, a guaranteed risk reversal is where you find the big idea, as Domino’s did. Sometimes, it is the price, which always comes with hazard. Sometimes, it’s in the services that are attached to the product. Sometimes it’s a profound quality advantage. Who do you want to get this from? You could get it from the hardware store, go home, install it yourself, and hope
or more in 15 minutes or less,” but they couldn’t protect them. So, the copycat effect happens, and by and large, now none of the mass advertisers of home and car insurance have any kind of a big idea. They’re a blur of sameness. They’re all saying we can save you money one way or the other. They’re saying we can save you about $500 a year, and you should bundle your car and house insurance together because that way, you save more. That’s really about it. There is no big differentiation here between Allstate, State Farm, Geico, etc. That is okay for them. They’re all getting their share. It’s a big pie. They’re also supporting sales agents and so forth. But again, for many businesses, that’s not a great strategy. The opposite is that when you have a big idea, at least for a significant period of time, it will allow you to stand out, stand apart from, and hopefully stand above all the noise, clutter, and competition.
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Take Your Success In Your Own
How to System and GrowAny By Shaun Buck, CEO of Newslett
I n my 20s, I studied it takes 10,000 hours of studying to become a world-class expert. I’d say between the ages of 16 and 30, I easily hit 10,000 hours of studying business. I’ve coached and consulted hundreds of entrepreneurs. I’ve looked at their businesses, finan- cial statements, and systems and processes (or, in most cases, lack thereof). I’ve heard stories about business nonstop. If I was in the car, a busi- ness CD was playing nearly 100% of the time. I begged for, bor- rowed, and stole mar- keting courses both old and new. It’s said that why they made their decisions and the logic (flawed or other- wise) behind those decisions. All
1. Delivering a Wow: The first step to winning in business is being able to deliver the prod- uct or service you’re selling. Of course, that’s an oversimplifi- cation. You need to deliver the product or service, make the customer happy, and get them to come back again and again. I know it seems simple, but do you have a written process for what happens once someone becomes a customer? Do you know, with- out a doubt, if your product or service is providing the value you’re promising? What’s your monthly customer churn? Hav- ing a system for making sure the customers you’re currently selling to are having a good experience and want to stay and reorder is literally step one in having a suc- cessful business.
of this, combined with my own success in starting and growing my companies, led me to create a system for building businesses and making them successful. To be clear, not all business- es can be successful. Not all of them can scale, and not all ideas are good ideas. Some entrepreneurs aren’t willing to do what is necessary to be successful. Sometimes, life just throws you a curveball, and you simply can’t win. But assuming you’re not deal- ing with one of the situations above, focusing on the follow- ing six areas of business will allow you to take your success into your own hands and build a strong business.
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r nto n Hands
reactions to business situations, etc. Personally, I love to make deposits in my future bank. To date, many of my most profitable relationships and opportunities have come from deposits I made years ago that grew into a mas- sive payoff. 4. Focusing on New Customers’ Growth: To me, this is the fun part of business. We all need to come up with marketing campaigns that attract sales opportunities. We then need to have a process for engaging with, nurturing, and turning a percentage of those leads into new customers. A good place to start when evaluating this section is by asking these questions: What assets do you already have? How well are they working? What do we do with leads that don’t convert right away? Who is responsible for closing the deals? What is their success rate? I could go on, but asking yourself these questions is a good start for one of the most fun areas of your company to work on. 5. Building a Team: If you want to grow a big business, you have to have a team. How you take care of that team, manage them, grow them, and compensate them — both with traditional compensation and extra perks — can have a massive impact on your overall success. Don’t forget, happy employees make happy customers, and happy customers make happy shareholders. 6. Being the CEO: Being the CEO, even if you’re the only employee, is a huge role that is in constant flux. If you don’t focus on yourself personally and professionally, your business will stall out.
will fail. So, why do entrepreneurs try to violate the laws of busi- ness and expect to win? Once you know the laws of business, you simply need to put the right structure in place to maximize your success. Of course, many think their business is different … it’s b.s. The fundamental laws and need for the right structure don’t change based on your niche. It’s almost laughable when you think about it — because you’re a den- tist and I run a marketing agency, the laws of achieving success are different? Of course not. 3. Making Deposits in Your Future Bank : Most entre- preneurs who are playing the game are only playing for a win today; they have little focus on the future. I understand if you’re trying to lift your business off the ground and still figuring out how to get a paycheck (aka playing for today), but as soon as you can, you need to be making deposits in your future bank. Your future bank is made up of the business decisions you make, resources you deploy, and relationships you build and nurture that may not have a payoff immediately but have a good chance of paying off in the future. Every entrepre- neur has a future bank, and every entrepreneur makes deposits and withdrawals. Unfortunately, most entrepreneurs make very few deposits and execute mas- sive withdrawals in the form of debt, burning bridges, emotional
matically Scale y Business ter Pro
2. Understanding the Laws and Structure of Business: We’re all familiar with scientific laws, but for some reason, we think business doesn’t have its own set of laws. That is just silly. Business success really is formu- laic, and you can’t think you’re simply going to break a law of business and be successful. It would be like trying to defy gravi- ty; chances are very high that you
“Once you know the laws of business, you simply need to put the right structure in place to maximize your success.”
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hen you sit down at your computer to work each day, how many tabs and applications do you have open? How many plac-
and subscription payments to help you maxi- mize your revenue and take payment from your customers without an invoice . Simply build your form, share it with your customers, then kick back and let the money roll in! • Payment Options Offering multiple payment options increases the likelihood that custom- ers will complete a purchase. Keap offers PayPal Smart Payment Buttons to allow cus- tomers to check out using their PayPal Wallet, Venmo, and PayPal Buy Now Pay Later in addi- tion to paying with a credit card. • Native Payment Processors Deeply integrate the e-commerce and payment platforms you already use and value, like Stripe, PayPal, Venmo and WePay. • Subscriptions and Recurring Payments Another key benefit is a membership-based business. It’s simple to configure your Keap checkout forms to kick-start recurring payments. With just five clicks, you can make a one-time pay- ment into a recurring one, eliminating the need to physically enter a client’s credit card num- ber or invoice them over and over. Goodbye, time-consuming data entry!
es do you have to click to do something as simple as bill a customer? Close your eyes right now and count them in your head. What number did you come up with? Was it five?
Or 10? Or 20?
If your answer was bigger than one — and we’d bet good money it was! — then you may not be taking advantage of Keap’s latest e-commerce tools! Our newest additions provide a faster, easier way to run your business online, without all those extra tabs. Are you getting the most out of our newest e-com- merce features? One Tool, Infinite Possibilities Keap is a one-stop shop for all of your e-com- merce and payment needs. Here are just a few of the game-changing features included in Keap’s suite. • Checkout Forms Our customizable checkout forms include one-click upsells, promo codes,
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Take the Frustration Out of E-Commerce With Keap’s All-in-One Automated Solution
A Better Way to Do E-Commerce 2021 is a difficult time to build an e-commerce business without the help of a powerful tool like Keap. While e-commerce spending jumped 44% in 2020 according to Forbes, 90% of e-commerce brands still fail within four months of launch . Why? In our experience, e-commerce entrepreneurs are doing too much to make up for software that does too little. We formulated Keap’s advanced e-com- merce features to solve these problems, avoiding multi-system chaos, and filtering your transactional and billing needs into one easy-to-use platform. (Note: There’s no more need for dozens of tabs!) Keap’s fully customizable e-commerce platform triggers powerful and easy-to-use automations that will take time-consuming tasks and stress off your shoulders. It also syncs directly with your CRM, making it easy to automate and scale your business online. Don’t Just Take Our Word for It You may remember reading in this magazine last month about Monica Kline, who lost her mother, fa- ther, and marriage while trying to grow her branding agency. Thanks to our automated features, her
• Promo Codes Do you have a product to unload or an event to fill up quickly? You can take ad- vantage of the “Promo Code” feature on Keap’s checkout forms to generate excitement around your promotion and make it quick and easy for shoppers to take advantage. • One-Click Upsells This checkout form feature will help you generate more revenue by giving customers the option to upgrade their order or subscription after a purchase with just one click. • Quickbooks Online Integrations If you’re al- ready using Quickbooks, you’re in luck — it works hand in hand with Keap! Using our online integration, you can connect your sales and marketing directly to your accounting sys- tem of record, saving time and hassle. • Shopify Integration Keap’s native Shopify in- tegration triggers automated follow-up when a cart is abandoned or a purchase is made, helping you close more customers. This is a key feature in today’s e-commerce world.
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business’s growth didn’t miss a beat, even when she took time off to grieve. That’s the power of the market’s easiest, fastest, and most powerful auto- mation builder. One of Keap’s Certified Partners, We Scale found- er C.J. Smith, has also used our automation tools to generate great results. C.J.’s team used Keap’s checkout forms and other features to fully auto- mate We Scale’s client onboarding process. The transformation was remarkable! What was once a clunky and time-consuming chain of steps became quick and easy. Today, C.J.’s team sends a checkout link to clients while still on the sales call. Once the client has paid, our automation tools then kick off a series of actions — including sending a welcome email straight to the client with the relevant links they need to build a successful relationship. “Having checkout forms in Keap now allows us to do all sales and client onboarding seamlessly,” C.J. says. Let’s Recap With Keap, you can … • Stop micromanaging your business, knowing automation will keep working for you • Quit the half-dozen e-commerce tools that are driving you crazy and replace them with one easy-to-use-platform — all without changing your existing CRM • Deeply integrate the e-commerce and pay- ment platforms you already use and value, like Shopify and QuickBooks • Maximize your revenue • Close more sales and drive repeat customers • Take advantage of new features and updates rolling out all the time Speaking of New Features … As we write this, even more exciting develop- ments are in the works at Keap! Soon, you’ll be able to streamline and optimize your lead capture and sales process with Keap’s native landing page builder and sales funnels. These tools will help you move your most sophisticated leads through your custom sales process with even more effi- ciency. They’ll also ensure your funnel is water- tight so you won’t lose any of those valuable leads along the way. What do you say — are you ready to kick your chaotic desktop to the curb for good? When you are, visit Keap.com today!
10 Key Reasons to Connect Payments to Your E-Commerce Setup in Keap 1 Make transactions seamlessly within the same tool you make appointments, send quotes, and send invoices. 2 Reach unlimited customers with one form. Scale your business online with customizable checkout forms you can embed on your website and sync with automations and Keap’s native and secure payment processors. 3 If you offer multiple payment options, you are more likely to get customers to complete a purchase. Keap offers PayPal Smart Payment Buttons to allow customers to checkout using their PayPal Wallet, Venmo, and PayPal Buy Now Pay Later. 4 Flexibility to find the best processor for your business. Keap offers six native payment processors, including Stripe, PayPal, and WePay. Keap also connects with Nexus Merchants to indirectly connect to additional popular payment processors. 5 Make it easier for your clients to pay you on the go with integrated mobile responsive invoices and checkout forms. 6 Increase your average order value with native order bump solutions. Utilize one-click upsells and discounts to bundle products at time of sale. 7 Automate your online business with subscription services and recurring payments. 8 Be able to track your revenue growth and align it with what is working in your marketing. 9 Onboard new employees easily with fewer tools for them to learn. 10 To find out more information regarding Keap’s Invoicing and Payments feature, scan the QR code now!
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As temperatures and leaves start to drop, stay cozy inside with these binge-worthy television series. Into Your Sofa Fall Back
‘The Queen’s Gambit’ Orphaned at the tender age of 9, prodigious introvert Beth Harmon discovers and masters the game of chess in 1960s USA. But child stardom comes at a price. Watch on: Netflix
‘BOSCH’ An LAPD homicide detective works to solve the murder of a 13-year-old boy while standing trial in federal court for the murder of a serial killer. Watch on: Netflix & Amazon Prime Video
‘Cruel Summer’
‘Yellowstone’
In a small Texas town, a popular teen, Kate, is abducted. Seemingly unrelated, a girl, Jeanette, goes from being a sweet, awkward outlier to the most popular girl in town. By ‘95, she became the most despised person in America. Watch on: Hulu & Amazon Prime Video
A ranching family in Montana faces off against others encroaching on their land. Watch on: Netflix & Hulu
Check out some ‘vintage’ binge-worthy streaming shows:
“Frasier” (Hulu) “Arrested Development” (Netflix & Hulu)
“Cheers” (Hulu) “Gilmore Girls” (Netflix) “Mad Men” (Amazon Prime Video)
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Keep Customer for Life With 6 Simple Retention Tips
Did you know that retaining an existing customer is nearly seven times less expensive than gain- ing a new one? Although opening the gate for new faces is always exciting, don’t forget about your current customers or else you’ll lose them. Retention strategies deserve their place in any effec- tive, long-term marketing cam- paign. Here are six tactics for keeping your customers engaged and satisfied, all while not break- ing the bank! No. 1: Stay in touch and encourage interaction! One of the most important things you can do is alert your customers to all your promotions, rewards, programs, product up-
dates, and other content you think they’ll enjoy. However, simply texting “Hi” isn’t enough to orga- nize your next coffee hangout with new or old friends. Share valu- able information and past client success stories. As your company develops a larger following, con- sistent communication efforts will make a big difference in support- ing your growth. Don’t expect ev- ery email blast to earn immediate sales, but know it will build a little more rapport and top-of-mind recognition with your customers. No. 2: Make the most of social media. It’s rare that people find all their needs by walking or driving around the community. That’s
why social media marketing is all about developing a “local storefront” in your customer’s “neighborhood,” aka their social media newsfeed. The average U.S. consumer uses social me- dia for two hours and 19 min- utes a day — are you making the most of that opportunity? Social media marketing can help you offer great customer service as well as monitor cus- tomer opinions, interests, and motivations in the market. No. 3: Don’t be afraid to get personal. Research shows that 70% of the buying experience is based upon how the customer feels they’re being treated. You’ve
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in order to maintain the rela- tionship. Ultimately, your brand is only as good as its reputation because nobody wants to support a business with a poor reputation. No. 6: Know when it’s time for a graceful exit. Over 71% of consumers end their relationship with a business due to poor customer service. As we’ve mentioned, though, everyone has a slightly different understanding of what “good” customer service is. If a split is unavoidable, always say goodbye with grace and make sure the relationship ends on a positive note. It may even be enough to stave off a bad review. Focusing on retention is a com- mon oversight by many business owners because it’s simply not as glamorous as attracting new customers. However, as retention has proven to be crucial for pos- itive customer relationships and greater ROI, it just might be your company’s secret to glamorous, long-term success.
through coupons, special offers, sneak previews, and thank-you notes. You may even want to invite them to forums or ask for feedback, then express apprecia- tion for their opinions. No. 4: Be a problem-solver. Ask yourself, “What are the problems our current cus- tomers might be having?” For example, over 75% of customers believe it takes way too long to reach a live agent on the phone or online chat. If you refer a frustrated customer to an FAQ or email contact page, it’ll likely worsen the situation fur- ther. Don’t let sleeping dogs lie — fix problems right away to get a great result. No. 5: Respond quickly and take responsibility. What’s a reasonable email re- sponse time? Twenty-four hours, according to some surveys. Oth- ers reveal that consumers expect responses in as little as one hour. No matter what your custom- ers’ expectations are, though, it’s important to take responsibility
rs
worked hard to earn buyers, so keep them for life by consistently treating them well and also
individually whenever possible. To do this, try to customize of- fers to actual customer behavior (via analytics) rather than make predictions off general demo- graphics or personal perceptions. Always recognize loyal custom- ers by name and give a little love
“You’ve worked hard to earn buyers, so keep them for life by consistently treating them well
and also individually whenever possible.”
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Your Loyal Customers or They Will Leave You! 6 Ways to Boost Your Client Retention
What do you do to let your customer know you have a crush on them? You tell them, of course. Much like how crushes can turn into mutual affec- tion, customer relationships, when cultivated prop- erly, lead to loyal customers. Keeping your loyal customers is profitable busi- ness, though not everyone knows it. According to research by Invesp, retaining an existing customer is five times cheaper than acquiring a new customer. Yet, over 44% of companies admit they focus more on acquisition than retention. Focusing your budget and energy solely on finding new clients may be a big mistake. Research shows
that increasing your retention rates by 5% can in- crease your profits anywhere between 25%–95%. If that doesn’t convince you, think of how hard you have to work to get sales from cold calls and con- stantly make first impressions. The success rate of selling to a new customer is often between 5%–20%. The success rate of selling to a customer you al- ready have is 60%–70%. While gaining new clients is important for growth, a significant percentage of revenue comes from existing customers — and that gets you more money and stable growth that’ll boost your financial plan- ning ability. This can make your anticipatory budget decisions much easier to make. So, how do you keep your customers happy? ❤ First , never underestimate the importance of your customer service experience. Over 82% of consumers in the United States say they switch products or services because of poor customer service. Don’t be that person who makes your customers feel ditched and alone after they buy.
Retaining an existing customer is five times cheaper than acquiring a new customer.
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