Episode 19: Building Membership Sites and Delivering Lead Magnets with Matt Fox

Learn about how ActiveCampaign user Matt Fox manages a membership site as well as delivers multiple lead magnets using tags and custom fields.


This week, Director of Education Chris Davis welcomes ActiveCampaign user Matt Fox to the podcast. Matt shares his history with marketing automation, as well as his tactics for managing a membership site and delivering multiple lead magnets.
Matt Fox can be found online at frictionfreesales.com.
Related Materials:

Chris Davis: We’re in for a treat today. I have the privilege of bringing on an ActiveCampaign [00:00:30] user, that has been doing some really cool things with the application. So today we’re going to take a bit of a break from the norm of me interviewing internal employees, or just me talking myself, and I’m going to have an ActiveCampaign user come on and explain some of the tools that he was using beforehand, and some of the things, the really cool things that he’s doing with the application now, to really give you some insight on the flexibility of the platform, as well as some insight on how other users are [00:01:00] leveraging.
This is the first of many to come, and I’m excited to show this, or to unveil this to you today. So without further ado, let’s just right into the podcast, with myself and Matt Fox.
All right, welcome to the podcast Max Fox. You are the first ActiveCampaign user I’ve been able to get on the podcast, and I anticipate getting much more. Matt how [00:01:30] are you doing today?
Matt Fox: I am great. Your next guest will be better, at it’ll just keep getting better. I’m just kidding.
Chris Davis: Right. We’re going to try to set the bar as high as possible here. Matt, to all my listeners, I know Matt virtually. We frequent the same communities in automation, and Matt is no dull knife in the drawer. He is one of the sharper knives. [00:02:00] You can do more than just cut bread. I think we can cut steak, real tough stack with you Matt.
Let’s get into, what is the name of your company?
Matt Fox: I write at frictionfreesales.com.
Chris Davis: Frictionfreesales.com, and what is the content, or I should say what is the audience, primarily?
Matt Fox: My goal is, I wrote a book Friction Free Sales and Marketing. The way that I teach things [00:02:30] is I approach from trying to reduce the barriers to sales. My background is a direct marketing background. I’ve had … In insurance, I was an independent insurance and financial advisor many, many years ago. Then moved into starting up a couple of insurance agencies from scratch, and building them through direct mail, marketing, and those types. Then eventually into ad words [00:03:00] and things like that. Before car insurance ads on pap-per-click were like a hundred dollars a click, back when you’re able to buy them for a couple bucks a click. That’s how I grew things from there.
Nowadays when people talk about resistance and those types of things, they’re talking about user experience. And that’s part of it, but there are other psychological things going on inside the customer’s mind from there.
Chris Davis: Definitely. It would be safe to say you are very familiar with the traditional [00:03:30] sales process. The manual prospecting, and nurturing, via the good old fashion way, right?
Matt Fox: Are you calling me old? But yes, I do fall into that old category. I’m not as old as some, but yeah for 20 … Yeah, early 90s.
Chris Davis: I think that’s powerful. The reason why I like the highlight is, because what I’ve seen nowadays is that there is [00:04:00] a dependency on technology to do everything for you. Most of the people that don’t have a traditional sales and marketing background, are the ones that struggle the most. When they realize the tool is essentially just an extension of their expertise. It’s not going to make you smarter. It’s not going to make up for intelligence that you lack, so people like yourselves, who have strong sales and marketing background, and can wrap their head around technology, tend [00:04:30] in my experience, be some of the strongest digital marketers out there.
Matt Fox: I hope I’m not getting off topic here, but training thousands of sales people over years, and dealing with them, and talking to them, one of the I think, strongest aspects that we bring to it is that, most people think of a sales person as someone trying to talk somebody into doing something that they may not want to [00:05:00] do. I would … I hate to say disagree completely, but to a large extent I would disagree. That’s for sure.
Because I think from a sales person’s perspective, we’re in the solution-finding business. When you’re looking at tools like ActiveCampaign, or other technology tools, they’re just a solution for a problem. Some of the communities that we see, we see very basic questions about automations and things like that. I’m going, [00:05:30] “If you just thought about it for two seconds, you’d find the answer. I don’t understand why you’re posting this question. Or is it just you had a brain fart, and went on and posted this question?”
You know what I mean? That’s really what it comes down to, is asking the right questions, which is I think, one of the foundations of real good sales people, is asking the right questions.
Chris Davis: Now that we have technology, we can ask those questions in multiple ways. That’s the beauty of it. Even before we get into the content, all our listeners, [00:06:00] there’s a gem in what Matt is saying. It’s the ability to know what you want to do, before you jump in the technology to do it. Whether it’s building something out that is technical, or executing your sales and marketing strategy. Knowing exactly those questions to ask, when to ask them, what to do if the answer is not what you anticipated, if it is what you anticipated, essentially becomes your blueprint. [00:06:30] Right?
Matt Fox: Correct. Amen.
Chris Davis: Matt, wow. So we’ve got the background. Tell me a little bit about some of the technology before ActiveCampaign, and what led you to AC land here?
Matt Fox: Well how far do you want to go back? We can talk about paper and ink, and stamps.
Chris Davis: I guess what was your gateway?
Matt Fox: You still needed technology. We had spreadsheets back then.
Chris Davis: What was your email marketing gateway?
Matt Fox: I started [00:07:00] with the basics like most people did, almost well 15 years ago now. The AWebers, and eventually MailChimp and stuff like that, I was with. I hate to mention competitors or whatever you want to call them. I hate to talk bad about them, because that’s never a good thing to do. But I was also with Ontraport, or it was Office Autopilot back in the day.
Chris Davis: Yeah, I remember.
Matt Fox: My backyard is Infusionsoft. I’ve been to their InfusionCon. [00:07:30] It’s funny, when I came to ActiveCampaign, I’m typing in my head here, AC. Shorten it. I had been to InfusionCon, and it was funny, you start talking to people and it seemed like everybody there was looking for a consultant to help them with it, because they couldn’t figure it out.
Again, like I said, I don’t want to talk bad about them, because they’re obviously a solution that works for many [00:08:00] people. But I had just been researching, and researching, trying to find something, because I had a falling out with Ontraport. Was researching, and researching, had gone back to … I don’t remember what it was AWeber, MailChimp at the time. I just came across you guys, and was surprised, for one, at the price.
Chris Davis: Yeah. Right?
Matt Fox: As a person who reduces the friction, but I sat there for going, [00:08:30] “If it does all this, how come it’s so damn cheap?” It took me a month or so before I even went up for the free trial. Signed up for the free trial, fell in love, and a lot of support tickets and figuring things out later, went, “Wow.” It was just an amazing turnaround of what it is. I love it. I love it. Now it’s the hub of pretty much everything that I do.
Chris Davis: Same here. I didn’t anticipate it. [00:09:00] You know what, our paths are very similar, even down to the tools we were using beforehand. The only one that you didn’t mention that I was using was GetResponse.
Matt Fox: [crosstalk 00:09:10].
Chris Davis: Oh yeah.
Matt Fox: Been there. I can’t think of all the names that I’ve looked at or signed up for.
Chris Davis: The list is so long. I had the same skepticism. It was almost like marketing automation for small businesses, you had been branded into thinking you have to pay [00:09:30] $300 or more. That was just the bare minimum. So here is ActiveCampaign with a free trial at $9. It was just like, “Oh, well the reason why it’s $9 is it can’t do all of things that big software can do.” Right?
Matt Fox: Right. Or where’s the infrastructure? What’s going to happen?
Chris Davis: Yes, exactly. And there was always this feeling of, “At some point it’s going to break. I know.” And all the while, and I’m not going to do any name dropping. I’ll just say, all the while, I was using some of the competitor’s, [00:10:00] paying $300 a month or more, and they were breaking. Even at $300, they software was still breaking. So I was like, “Well wait a minute. If the software’s gonna break anyways, let me just try it out.”
You had your free trial. You put your contacts in. You start testing out some stuff. Before you know it, all of your contacts are in. Like you said, it becomes the hub of your business. So yeah, that’s [00:10:30] amazing, the parallel path there in our migration, I should say, to ActiveCampaign.
Matt Fox: You probably had the same experience too when you first came over. I’ll see this a lot also, in some of the forums that we frequent. But you see people complaining about a delivery rate or something like that. I remember I saw a question recently. It says, “What’s the one with the best delivery rate?” Or, “What’s the one with the worst deliv-” … No, it was, “What provider [00:11:00] right now has the best delivery rate?”
I just wanted to reply to it, “The one that you’re not using.” Because whichever one you’re using, you’re always going to be able to see the flaws. It’s the grass is always greener syndrome, type thing.
Chris Davis: Especially in the tech space. Oh my goodness. The grass is not even real. It doesn’t even exist, but it looks so green in your mind, because you’re only familiar with the shortcomings of the tool that you use. Every tool has its shortcomings. You mentioned using it as [00:11:30] a hub. There are two use cases specific, that I was really excited to talk about on this podcast.
The first being a membership site. I didn’t realize it because I’m familiar with how to use ActiveCampaign to build membership site. But when you say ActiveCampaign and membership sites, a lot of people, the question mark comes above their head like, “Oh. How do you do that?” Right? Like, “How do you do a membership site with ActiveCampaign?”
Walk us through how you’ve done [00:12:00] it? How you’ve approached membership sites generally in your business?
Matt Fox: Well again, I was originally with Digital Access Pass. I was probably one of their first, if not their first customer. I had talked with Ravi a while back. My user number was number seven. We were joking about that. He goes, “Yeah, and I probably had a few test users before you, so you’re probably pretty close to first, if not.” [00:12:30] I’ve watched that grow over the last eight or nine years, or however it was. I think it was 2007 or so when I first got involved with that.
It had some pretty good integration. I have a little more technology background. I’m not afraid to google, and use PHP. I don’t know how to write straight code, but I can google and find answers and figure out ways to mess with it to make it work. That’s what I did, so that way I could have [00:13:00] downloads and stuff showing up in the AC contacts, and such like that.
Then … What was it? Last year, when ActiveMember360 came out, I started looking at that. That is like hand-in-glove, fit perfect with ActiveCampaign. Everything is in ActiveCampaign. The way that ActiveMember works is that it pulls the data from ActiveCampaign, and it gives you [00:13:30] access to content based on tags. It was a new way of thinking. Again, new technology, you have to think new things. Every time you’re looking at it you’re going, “Why doesn’t it just do it this way?” Because that’s the way I’m used to doing it. You’re getting angry at the driver in front of you who’s wanting to turn left. They’re in the [inaudible 00:13:50] lane, and you’re like, “Why isn’t everybody going straight?” Because that’s what I want to do.
That’s what I use. [00:14:00] I forgot the question that you specifically asked, but that’s what I use, is ActiveMember360. The problem I think most people have with it, is that it’s just too flexible. You have so many options, that you can’t put your head around how to get things going at first because there are so many options with it.
Chris Davis: For our listeners, this is really like a comparison of [00:14:30] membership sites, how they used to be and the new membership site. I will admit, Digital Access Pass, I’ve used them as well. I have nothing but positive things to say about that company. I don’t have that experience like you. I’ve talked to Ravi. I forget his wife’s name.
Matt Fox: Veena.
Chris Davis: Veena. I have spoken to them. I love what they’ve done, just as far as like a family business, and the support is top notch. [00:15:00] That membership site, along with like a membership plugin like WishList Member, Member [inaudible 00:15:05]. Plugins like that, what they’ll do, is they’ll give you membership access to pages and content based on the level, of membership level.
Everybody, you all are familiar with gold, silver, bronze, things of that nature. If you’ve got the silver membership level, you get access to these pages. The gold, access to these pages. Well, a platform [00:15:30] like ActiveMember360, really takes it to the next level. Since we have … Because a lot of times those membership plugins we’re tying into email marketing platforms. So it’s just a real basic integration. Somebody buys gold, add them to the gold list.
Now when you have these more open, more flexible, marketing automation platforms like ActiveCampaign, it introduced the idea that now instead of just membership levels, you can also use other [00:16:00] data on the contact record like tags. And just that introduction opens up a world of possibilities. Because now tags can be applied and removed within ActiveCampaign, easily and flexibly.
By adding and removing, I’m essentially giving you access to something or revoking access from something, in a dynamic means that which I never had the ability to do before.
Matt Fox: [00:16:30] Correct. If you want a cookie-cutter, and I hate to simplify it like that, but that’s one of the ways the traditional systems have it. It’s very cookie-cutter. You can do it this way, and use their system, and I mean it works. Again, if somebody’s asking me the two, I recommend Digital Access Pass, or ActiveMember360. But they’re going to have to think when it comes to ActiveMember360. There’s a little bit more too it. I’m not [00:17:00] putting down ActiveMember360 in any way. You have to put a little more thought into the way you want to plan things out.
Chris Davis: Absolutely, and you’ll get a lot back in return. Essentially, what we’re talking about are platforms that handle membership via levels, and platforms that handle membership via levels and additional information. So with that additional flexibility and [00:17:30] capability comes a responsibility. There’s just more that you’ll have to make sure you don’t … Because I know I can get caught in rabbit holes like, “Oh my gosh. What if I do this with this automation, and add a tag here, and do this.”
Yes. There is some responsibility. Automate responsibly my friends. So for your membership site, Matt just give us a overview of that. What does that [00:18:00] consist of essentially?
Matt Fox: Well right now it just protects download information. I’m not doing the monthly continuity thing, at least not at this point and time. But that’s the gist of it. It is protecting download. It protects the PDFs and MP3s, and MP4s, and such that need to be played or downloaded. That’s the gist of it. It’s very simple, or at least I think it’s very simple. [00:18:30] And it works.
It uses tags. It’s set up with WooCommerce. That’s the shopping cart right now. I’ve also been playing with ThriveCart, which is a very convenient tool also, which has some nice ActiveCampaign integration. Like what you were saying, with the adding and removing of tags, with WooCommerce, [00:19:00] I have the product and it goes straight to the cart when they click the buy-now button. It goes right to the checkout page. It skips the cart, so it goes right to the checkout page.
Then from there, I use another plugin for a one-click upsell. The way that the upsell works, is a tag is actually applied at purchase, based through ActiveMember360 for access to this one page. Then an hour later, [00:19:30] that tag is removed so the person can’t access that page ever again. That’s one of the nice things … Or at least I think it’s a nice thing. I’m sure that there are other ways you can do it through other programs. In fact, I know Digital Access Pass had a way to deal with one-click upsells. But I was trying to figure out a way … So if I have this upsell page, what’s to keep them from coming back?
Now they wouldn’t be able to purchase, but they could at least come back to the page and see the item. So I figured, “Well, what the [00:20:00] hell. We’ll just apply some tags.” And then a quick automation runs. An hour later, and boom it removes the tag. Now if they even try to visit it, it’s just a 404 page. I forget how it does it. It either redirects or it’s a 404 page.
Chris Davis: But it’s so powerful just in what you’re saying, the ability to have a tag on somebody’s record for an hour. And show them specific content-
Matt Fox: Well with ActiveCampaign we can go down to five minutes if we wanted to.
Chris Davis: Right? That is amazing, and it really opens up [00:20:30] the world to marketers. Oh man, this stuff is exciting. But I’m glad you brought up, how you’re managing your downloads and everything, because I believe … Matt, I didn’t tell you this beforehand. But I believe you have the answer, the key, to a lot of people’s question. This one question that I’ve seen asked repeatedly, time and time again, no matter where I’m at. I could be at a speaking engagement, I could be online, I could be in-person. It is, [00:21:00] “How are you guys handling offering multiple lead magnets? Or multiple free offers?”
This question comes up so many times. Here’s where it comes from. This is where I believe it sources from, Matt. This is the Genesis of it all, is that traditional internet marketing was all about offering as many free things as possible. Every free thing that you offered, was tied to a list. So it [00:21:30] wouldn’t be uncommon to login to like an AWeber [inaudible 00:21:32] response, or MailChimp, and see like 50 lists, because they have 50 offerings.
That’s just ridiculous. I’m speaking in AC terms. When you’re using ActiveCampaign, it’s not necessary to have a list for every single thing that you offer. With that, becomes this complexity, that I see it with most people [00:22:00] are migrating from another platform is like, “Well, how do I do it if I don’t set up a whole list? How do I do the tags? And how do they know which one to-?” They’re just confused. Just confused with how to deliver multiple lead magnets.
I know you’re doing it in a way that I found looks very effective. I just wanted to talk through that. What is your approach to delivering multiple lead magnets?
Matt Fox: Well, I was going to say, doing this over audio might be a little confusing for some [00:22:30] people, because if they’re not extremely familiar with the system, it can be a little bit confusing on some of the terminology we’re using. I was talking to you earlier, I had a podcast that I did as an experiment last year called Fail To Learn. On that podcast, so each episode, each interview that I did with somebody, I created a download for it.
The first thing that popped in my head is, “How do I do this?” Because I’m gonna to have to create a separate form [00:23:00] for each one. And then I’m gonna have to put that form on each page. And then I’m gonna have-“, right? You go through this process because that form will be the delivery trigger for this particular … It was just seemed like it was going to be a nightmare.
“How do I do this? How do I do this? How do I do this?” I’m like, “Okay, custom fields. I can put anything I want into a custom field.” I don’t want to try to over-complicate this too much because again, it was a little bit [00:23:30] of code that I did on my site, so that when I created the post in WordPress, I was actually able to put the name of the lead magnet, and the URL for the lead magnet, in the post content. Then that would populate the form custom fields.
Chris Davis: Right. So when someone said, “Hey I wanted, I want this free offer”, and they click a button or maybe the form is just displayed on the website, were those fields hidden? So they were already populated with the [00:24:00] URL in the name of the lead magnet on the form, and they just weren’t visible?
Matt Fox: Correct.
Chris Davis: So for the users then, they just see like first name and email address, and they hit submit right?
Matt Fox: Just email address, yeah. Keep it as simple as possible. In ActiveCampaign, I created two custom fields. Forgive me, I don’t remember the names offhand without opening it up here. But it was the lead magnet name, to use that terminology. Then [00:24:30] the second one was lead magnet URL. Then when I would put the form on the page in ActiveCampaign, it create one form. In that form, again if you don’t know how to look at HTML … This is obviously very helpful if you do. But then I would go find the ID number for that input [00:25:00] on the form.
I’m trying to use as plain of English as possible here, so I apologize to anybody who doesn’t following along. So I find where that custom field is, and it’s a hidden field on the form. In there is where I would place the lead magnet name. It would be automatically filled. That would be the input in there. Then I would put the URL in the other one. Then put the form on the page. Like you [00:25:30] said, what the visitor to the site sees is just the form with the email address and the button.
Then the other two items are hidden fields, hidden behind … I don’t want to say hidden, but behind HTML. If you know how to look at a page, you can see it on there. That’s all I did.
Chris Davis: Essentially everybody, all of our ActiveCampaign users and listeners here, when you’re in the form builder, you would have seen four input fields on your form. Two of which [00:26:00] are what Matt was using. Now he was using the full HTML … You all know how you can hit the integrate button when you’re ready to go. Then it gives you the simple imbed and then it gives you the full HTML. He was using the full HTML, correct Matt?
Matt Fox: Correct. Good point. Yes, I’m not using the AC plugin for WordPress.
Chris Davis: Right. So he’s taking that code, which I know is overwhelming for a lot of you. You’re terrified by looking at it. I get it. Trust me I get it. But I just wanted to help you all understand what he was doing. [00:26:30] Then he was populating the hidden fields with the value of the name of his free offer or lead magnet, and the URL to that. This is the setup, because he’s going to show you how he slam dunks it in the email in a minute.
Now I wanted to just insert something here, is that depending on your third-party software, you may be able to hide those fields in the third-party application, [00:27:00] and populate those fields there. It really just depends on how you’re using it. So if you’re listening to this and you’re like, “Oh my gosh. That’s so cool. I wish I knew how to do that.” There are third-party tools like, I know for a fact … I’m not sure about Thrive. I haven’t tried it with Thrive. But I know in lead pages, you can integrate it with ActiveCampaign, pulling your forms, and then select which fields you want to have hidden. Then you can actually put the data in those fields within [00:27:30] lead pages, and it will do exactly what Matt is mentioning.
But the goal is that there are two fields that are invisible to your users, that are pre-populated with the data that you will use in the email, after they opt in. Right?
Matt Fox: Correct. I actually use Thrive leads. You can use short codes, and that’s actually what I use, are short codes to populate those two fields.
Chris Davis: Great. Yes. So yes, [00:28:00] a bit of-
Matt Fox: Which again, confuses people [crosstalk 00:27:59].
Chris Davis: Right. A bit of technical talk here, but the overarching theme that I want you all to walk away with, is that Matt is showing you all how he was thinking ahead. Like, “Okay, how can I use one form, and deliver at 50 lead magnets.” 50 different free offerings, instead of having 50 forms. He’s doing that by being able to individually populate [00:28:30] custom fields, based on the page view, based on the podcast episode.
By doing that, we’ve compiled what could potentially be 50 forms into one. Now we can use our email … I don’t want to finish your story for you, but we can use our email in a way to deliver it more dynamically, right?
Matt Fox: Correct. Now all you need is one automation, or one delivery email, is basically what is is, [00:29:00] that delivers that email every single time. Basically in the email, now you take in ActiveCampaign, when you go to your contact view, and up at your list view I believe it is, then at the top left you can choose to view the custom fields. In there you can see the short code, which is the little amp-
Chris Davis: Oh the personalization tag.
Matt Fox: Personalization tag, excuse me. [00:29:30] Yes. So you got the little percent sign, then the field name, and then the [N percent 00:29:34] sign. In the email, you put “Welcome”, or “Congratulations, here is …”, and then put the personalization tag for that custom field that is the title name of your download. I’m using the [00:30:00] email builder, so I have a little button on there.
Then over in the link section for the button, for the URL where the button’s going to take it, I just put the personalization tag for the URL custom field.
Chris Davis: I’m glad you mentioned that because what you know is what a lot of people may not have figured out, is that in ActiveCampaign, if you store the URL into a custom field, and [00:30:30] you as Matt mentioned, you copy and paste that personalization tag, which is the percentage sign, name, percentage sign. If in the email builder, where you highlight a button or hyperlink some text, on the right side you’ll be able to put in the link. Most of the time, you’re like, “http://mywebsite.com/somepage.” Well you don’t put the URL in there because it’s actually stored in your custom field. All you need to do is put the personalization tag in [00:31:00] there.
Now with one email, you can deliver 50 different offers, or unlimited different offerings, because that URL is going to be populated by a custom field, which is populated by your website, which is populated by the specific post that someone is looking at.
Matt Fox: I have no idea how much time that’s saved me.
Chris Davis: Oh my goodness.
Matt Fox: Oh my gosh.
Chris Davis: Well time and just logging into your account, not having [00:31:30] 50 or 60 automations setup, is just like … All of that stuff can get overwhelming. It can.
Matt Fox: Extremely.
Chris Davis: One last thing about that, did you use site tracking? So when they went to a particular page, or clicked on a particular link, to say this is what you downloaded? Or did you not even worry about that?
Matt Fox: Well site tracking, I always have that on. That’s on all the sites.
Chris Davis: So when they click the download link, [00:32:00] did they go straight to the PDF or the offer? Or did they go to like a page that had-?
Matt Fox: Yes. I send them to a download page. Again, so every lead magnet has a different download page. Again, I’m getting a little bit more technical here, but in WordPress you can create different custom post types. So I have custom post types that were download custom post types. [00:32:30] In WordPress you have posts and you have pages.
Chris Davis: Right. For the 101 people, WordPress 101, you could just use a separate page. You could just add a page.
Matt Fox: You could use a separate page, but I used a separate post type. So you have posts, pages, and then I have download, custom post type. I would go into-
Chris Davis: So if … Hold on, real quick Matt. Because this is good, what you’re saying. I want our WordPress users to understand. If Matt were to show you his dashboard, you would login [00:33:00] into the left, where you see pages, posts, appearance, settings, and all of those. Matt is going to have an additional option that says “downloads”. That’s what he’s referring to when he says a custom post. Okay, continue Matt.
Matt Fox: It would have its own URL. It’s got its own type, and it’s like a page. I would just copy the [00:33:30] content, so basically every download page is the same, but I would just create a new one. And that had the little button on it that said, “Download this PDF.” And whala, there was the PDF. That’s what they were redirected to every time. The site tracking that could see who visited the download page and whatnot.
Chris Davis: Matt you’re not saying it explicitly, but by now listeners, if you haven’t identified Matt’s approach to everything, [00:34:00] you can see that he’s always looking for ways to minimize his effort.
Matt Fox: Oh God, yes.
Chris Davis: Like, “How can I streamline this thing the best.” I think it was … I don’t want to get this quote messed up, but I’m going to mess it up. I think it was Abraham Lincoln, maybe it wasn’t. Maybe I shouldn’t have said the name but, “If I’m gonna chop down a tree, I’ll spend 80% of my time sharpening my axe. 20% of my time hacking at the tree.” I butchered that. Sorry. But the idea-
Matt Fox: [crosstalk 00:34:27].
Chris Davis: Yeah, we get the gist.
Matt Fox: We [00:34:30] get it.
Chris Davis: Plan ahead of time. That’s what we’re saying. We’re not saying just planning. You understand the important of streamlining, and really putting automation in a position where it can do the work for you.
Matt Fox: That’s the whole point of all of this.
Chris Davis: That’s it. Yes.
Matt Fox: It’s hard enough to produce content, make products, talk to people, and do all the other things that we need to do. It’s bad enough to have to [00:35:00] then spend … I mean, how many times do you go into … You recently had the podcast for your unsubscribes, which I loved, I loved. I highly recommend everybody go through that and look at it, because again, that’s a nother thing that changed things. But it wasn’t something that took five minutes to do. I had to go back, and now I’m going to be redoing [00:35:30] this with Friction Free Sales, because I have that all setup on the failtolearn.com site. But know I need to get that setup on the frictionfreesales.com site. But again, now I’ve got to go back and I got to alter several automations to get it working the way I want.
But once it’s working, I don’t have to worry about it again. That’s what I want to get to again, on this site, because I didn’t think it through the first time.
Chris Davis: Oh my gosh Matt. There’s so much gold in this. There’s another nugget [00:36:00] just right there, is the fact that you’re going back and refining, speaks to the idea or the reality, that you’re never really done. Everybody, if you’re building automations, and you’re waiting until you can create the perfect automation, before you get started, you’ll never get started.
You’re going to create an automation that you feel so confident about, then you’re going to listen to a podcast like this. You’re going to read a book. You’re going to see something [00:36:30] else, and you’re going to be like, “Oh my gosh. I didn’t even think of doing it that way.” Right? Then you’re going to go back and you’re going to refine. You’re going to optimize. It’s a continual process. I say that just so everybody will let themselves off the hook.
Nobody is perfect. You’ll never be. We have errors. We’re always learning from each other. Today, I didn’t even think about using custom post types for different downloads Matt. That was genius. Man. I hope the [00:37:00] listeners also got a lot from this. And in fact, is there a means … How can somebody stay connected with you, and do you have anything in additional that you can give them to maybe help them wrap their mind around this?
Matt Fox: Well I’m at frictionfreesales.com, as I told you.
Chris Davis: Okay, frictionfreesales.com.
Matt Fox: If it’s okay, I’ll setup a little page, frictionfreesales.com/ac [crosstalk 00:37:23].
Chris Davis: Yes. Absolutely.
Matt Fox: I will put this on video, at least [00:37:30] how to do the custom fields, with the custom lead magnets. And walk them through how that can be done. As far as words of wisdom go, and other advice, the biggest thing that I’ve learned is you don’t need one automation to do everything. In fact, I would recommend seeing how you could break it up. I mean, until we had the go-to tag, often times I wd have three automations. One starting a second automation. At the [00:38:00] end of that second automation, it would start the third automation, which would go through and restart the second one. Again, that’s just planning it out. We got to go, “What do we do? What does the user do? And then if they don’t do it, then what’s our next step?” Just constantly thinking through the steps. If this, then what?
Chris Davis: If this, then what? All right great. Well just a recap everybody, frictionfreesales.com. This was Matt Fox, and he’s got a special offer for all of you. If want to see like a [00:38:30] walk-through video of exactly what we talked about with multiple lead magnets and custom fields. Do me a favor, when you do that Matt also show them that custom post type, just because I like it so much. That will be available, everybody, at frictionfreesales.com/ac.
Matt, thank you so much for being on. I really enjoyed this. Anytime Matt. Anytime. Of course, I’ll see you out in the digital sphere, in the groups and communities or whatnot. [00:39:00] But I really appreciate you taking the time and shedding your knowledge.
Matt Fox: I deeply enjoy speaking with you and you’re mellifluous voice. So beautiful. So beautiful, I want your voice.
Chris Davis: I don’t know what to say. But all right. Thank you so much again Matt. We’ll talk soon.
Thanks for tuning in and listening to today’s podcast. Matt Fox, like many of you listeners, [00:39:30] are users that are experiencing great results with ActiveCampaign, so I relish at the opportunity to really talk to you, and get to know more details, and how you’re using or leveraging ActiveCampaign for your business success.
If you’re not subscribed to this podcast, please do so right now. We’re in Stitcher, iTunes, and Google Play. Leave us a five-star rating, If you’ve been enjoying what you’ve been hearing. If you would like [00:40:00] to be a guest, you can do so by visiting activecampaign.com/podcast/guest. Fill out the form. We’ll get you schedules, and you could be the next guest on the ActiveCampaign podcast. I look forward to meeting you. I look forward to talking about your business, and ActiveCampaign together. So be sure to do that. Schedule a time, and let’s get you on the podcast.
This is the ActiveCampaign [00:40:30] Podcast. The small business podcast, to help you scale, and propel your business, with marketing automation. I’ll see you on the next episode.