Using Automation to Market Live Events

Recording of Office Hours hosted by Chris Davis on September 14, 2018. In this session, we covered how to market live events with the help of automation, and shared some resources and strategies to help you get started. We also discussed SMS marketing and provided some automation recommendations for online courses.


Chris Davis: 00:01 Alright. So let’s get to your question, Collin. I break it down bit by bit. Alright? So let’s start here, and we’ll take our time with this one. And remember everybody, this is your chance to get your questions in. Otherwise, I am going to take my time on this because I feel like this is a really good question, and it would apply to many of you.

So Collin says, “Does ActiveCampaign have a resource which will provide a guide to automation sequences for before, during, and after events? Example, house concerts, workshop retreats, and tours. Some thoughts below of steps in an automation sequence.” Alright, so let me answer that one first with an astounding yes. And here’s the best resource I think I can give you, Collin. Whoa, where did search go? We used to be able to search. I think it’s at the bottom. There we go. Dynamic marketing.

Let’s see here. Dynamic marketing your live events with ActiveCampaign. Alright. This is one where it shows you how to use the date-based goals and essentially in doing so, you’re able to send communication days before and after the event. And this entire article walks you through how to map it out and plan it so you can kind of see like, okay, seven days before this email, three days before this email, one day before this email, day of the event, after the event, these emails.

I believe the automations are, yep. Look at that. Yep. All of the automations are given to you as well. So that will more than likely give you everything that you need, Collin. I’m going to put it in the chat for you. However, I think that this question is so good I want to just walk through it. Okay?

So let me do this one. So we’ll just walk through it, Collin, but like I said, I put that in the link, I mean in the chat, so you can have it and go through it. So before the event, you want someone to sign up. In fact, I’m going to reference this and just make sure it’s accurate per what you’re asking. Alright. There it is.

So before the event, sign up for the event via order form or other source, add to relevant list, welcome new subscribers, send emails reminders before event. Yeah. So you would have a form, of course, in ActiveCampaign. When they fill out that form right here, contact submits form. They get the welcome email and then it waits until the next morning and adds them to the followup. Alright. So that’s how this one is set up to work.

So that would handle this because by them adding to the pre-event followup, that’s when they would get their reminders before the event. And here’s what the pre-event followup looks like. And then during the event, so this is a good one because I don’t think this is covered, Collin. Alright. During the event lead magnet, so you want them to subscribe to a lead magnet, add them to a list, then send welcome and thank you email.

Oh, you’re saying so before the event they can register, but while the event is live, instead of being able to get access to the event, they will then get the lead magnet. Alright. So let me show you something. It’s probably going to be a variation of the registration automation. But here’s what I want to show you, Collin. Okay, yeah. Collins said this could be by SMS. So I’m going to start a new one just for you, Collin.

And here’s … This is untested, just for the record. This is untested, but I think I can pull it off. Walking on the wild side here, but event registration. Okay. And what we’ll do, we’ll do split. Okay. We’ll do a conditional split. Alright, there it is. Current day is, we’ll say our event is the 30th of September at … After 8:00 AM, I want to start sending you to the lead magnet. So you can register up until the day of the event at 8:00 AM. Then it’s going to … Well, you have it as during event. So I’ll say your event is at 1:00 PM.

When the event starts, which we would know ahead of time, there we go. And then after the above conditions are met, all new contacts will be sent down Path B. Alright, so up until the event starts to go down this path. And this path is where you can have your webinar welcome. Alright. Oh this is going to be really cool, Collin. This will be really cool. I’m going to share this automation with you too so you don’t have to build it from scratch.

Collin Event Marketing. Alright. So they’ll get that, and what else was happening? Oh, I think I had it here. So they wait until … No, I want to wait. No, I did want to do that. Wait until time and date. Current time is 8:00 AM. So they get the welcome, wait until tomorrow, wait until the next day, and then they start the webinar followup. And that should be … I wonder if I just go all the way to the bottom. Webinar. Hold on one second, everybody. I’m almost there.

If I can make this as accurate as possible, I want to. Pre-event followup. There we go. Alright, so there we have it. So if it’s before the event, they’re going to go down Path A, get the welcome, and then add it to the pre-event followup, which is where they’ll get all of the reminders, but after the event, so after the event they go down Path B, and that is going to send them a separate email. Okay. Lead magnet delivery. Okay. And the only reason why you … Oh. Okay, so if they submit this form, what I want to do is before here, I also want to … Since they’re subscribing to lists, since you have it on there, I’ll put one list. And then if they come down this way, I’ll subscribe them to another list. Okay? So that’s how you would do it. Add to relevant lists and then send the welcome emails. So now, depending on when they register, they’re going to go down the registration reminder path or they’re going to go down the lead magnet path. Alright? So let’s keep going.

And let me know if any of this is confusing to all of you online. I will slow down. The next one is sale of CDs and merchandise. Subscriber joins CD sign up form and buys a CD, add subscriber to lists, send a welcome and thank you email. Alright, so that’ll be a separate one. That’ll be a separate automation. So we’re all good on this one. Let me [inaudible 00:09:06] yeah. So let me send you this automation, Collin. There we go. Event marketing automation. There we go. So that’s in the chat.

And now let’s go onto your next one. Oh, I like this one. I like this one, Collin, and here’s why. Watch this. So let’s say, how do you have it? Subscriber joins signup form. Okay. Any form, it doesn’t matter. We’ll just say it doesn’t matter. We’ll do PDF download or whatnot. Alright, so in that case, we’ve got the welcome and it’s not even, we’re not even limited to welcome. We can send a lot more communication, and I’ll show you how and why.

I’ll show you how and why. Alright. So we have this, we have the welcome, and maybe you want to do something like this, wait for a couple days, and then send a reminder. Really doesn’t matter. It’s up to you how you want to market this. The big thing is this. Here’s the big thing, Collin. Right here, at the very bottom, no matter how big your automation is, at the very bottom you have a goal. And we’ll say, “Sale of CD and merchandise.” Okay? And when someone reaches that goal, what does that criteria look like? And that’s essentially we’ll just say there, “Customer.” Alright. Below contacts record, and then we’ll wait until conditions are met. Hit save, and now we’ve got a goal. So now when someone buys the CD, if they’re right here and they’re waiting for two days and they buy the CD, they’re going to jump down to this goal and skip the reminder. Okay? And when they buy it, what we can do, it looks like you want to add them to a list. Do I have at least the customer only list? Yeah, great. When they do buy, you’re going to add them to a customer only list, and then you can start the onboarding. Oh, this is cool. This is a cool automation. Okay. So there it is. Oh, oops.

Alright. Somebody joins via signup form, they some emails, they end up buying the CD. Once they buy the CD, they’re added to a list and sent a thank you email, thank you/welcome email. Alright. So call this one Collin Online Sales. We’ll do that one. Let me share this with you. Alright. Which one was that called? Online Sales. Alright, great. That one’s in the chat as well. And then lastly, he asked after the event. Oh, I see your question in the chat too, Collin. I’ll come to that. Let me just get this one down. Alright.

Sorry, everybody. What we have here is after the event, send a thank you email to the subscriber for attending the event. Ask for feedback from event and also ideas for next event. Send monthly email newsletter. So this one will look just a little different, and what we’re going to need to know is what time is the event over? So I think in our example we had the event at like 12:00 or something like that, 12:00 or 1:00. Here’s what it will look like. Start from scratch. So one of the things is when they register, and you’ll see it in the article, you’ll see it in this blog post. The key is that when they register, you need to populate the date field right here. Determine how you will set the date field. You need to do that because this is what it helps. Date based as a start trigger, and then it says start one day after the webinar date. Do I have a webinar date?

Okay, fair enough. We’re just going to do a different date. There are so many fields on here. I don’t know which one I want to do. I’ll just do [inaudible 00:15:27]. So for you, it will be like webinar date, right? So a day after, and we’re going to check early in the morning. The next day at 3:00 AM, it’s going to check and say, “Hey, did you … Since the event is over now, let me send out information.” So everybody who’s registered for the event, since they’ll have that date custom field, they’ll be entered into this.

So what you could do is do a quick if else and say tag is status tended. Okay. So now, one day after the event, whether they attended or not, which we’re seeing, and if they did attend, we send one email that says thank you, a quick question, something along those lines, right? Quick question. Alright. Oops. If they did not attend, so these are non attendees, and we could say, “Sorry we missed you.” Alright, so now based on one day after the event, if they attended, they’ll get one followup. If they did not attend, they’ll get a separate followup. And depending on the feedback they give, you can also start to build out more. But these people, ask for feedback, send monthly newsletter. So what may be happening? You know, this is a possibility. We can, oh nope. Don’t want to do that. We would add them to a newsletter list. That doesn’t do much.

Alright. So based on this, they’re added to the monthly newsletter list for those that did not attend. If you wanted everybody to get on the newsletter list, you would just use this go to functionality, and now no matter whether you attended or not, you’re going to get the monthly email newsletter. Yeah, we’re merging. We’re merging both paths. So let me share this one with you.

Alright. Collin, man, I’m loading you up with automations. There’s four in the article, you’ve already got three in the chat. Don’t want to overwhelm you, but I just want to make sure you have all of the resources you need. Alright. I’ll put that in the chat as well. [inaudible 00:19:08] Okay. Alright, so let me get to your question about live events. Here, let me just ask this one because I think they’re both one in the same. So where did it go?

Alright. Collin says, “This is very much appreciated.” You’re very welcome, Collin, first and foremost. That goes without saying. You’re very welcome. I appreciate you being here. And I can adapt these for live events as well? Absolutely. In fact, the article that was written, actually, I wrote this article a while back. This was written with live events in mind. So whether your event is live in person or live online, it’s these automations will work to help you streamline that registration process so you don’t have anything to worry about. People are filtering themselves right into one of the front rows to your webinar.

But yes, these work. In fact, all of these strategies work for live events. If we did evergreen events or automated webinars, it would look totally different. It would look way different because they’re coming into ActiveCampaign with like all of the data. Yeah. So anyways, whereas like evergreen, they come in and everything needs to be put in place, right? You have to pre-configure everything and it’s available for them at any time, where these live ones, when they register, everything is going to be relative to the time that they register and the time of the event. So yeah, all of these strategies are for live events. Yep, yep, yep. Alright, great. Let me know if you have any other questions about this, Collin. So live events can be a little tricky, everybody, to pull off because there are a lot of moving parts. I mean, there are a lot of moving parts in just the live event marketing process, whether it be reminders, how far in advance do I want to open up registration? How many reminders should I send? During the event, what should I do? Afterwards, what does a good followup from attending my live webinar look like? Right? These are all considerations, all things that are running through your mind when it comes to marketing and running live events. I say webinar, but it could be any live event, right? It could be anything.

Alright, let me see this. Collin has a followup, and remember everybody, if you have a question, feel free. Collin is taking advantage of the free time and the resource at hand. So if you all want your questions answered, as Collin has done, you can do the same. Collin says, “I read an article where a speaker had mentioned for everyone to send an SMS to download a lead magnet. I thought it was a great idea.” It absolutely is a great idea. Our SMS, so let me walk through the differences really quick with our SMS platform and other SMS platforms, alright? There’s SMS capabilities in ours.

And where did I want to go to show you this? I think it’s in Lists. Yep. Under lists, I can then do subscribe by SMS. So here’s one difference is they’re going to use an actual cell phone number for our built in SMS. And if you don’t want that, if you want something that’s more of a short code, like, “Hey, text ‘I want in’ to 3303,” if you want one of those, I don’t know if they’re called keywords, but there is a way to get those. How did I get them? Yeah, here. This is an app to try, Textiful.

And what it allows you to do is it’s going to give you a number. You see that 345345? It will give you that short code number and they integrate with ActiveCampaign. They should say it down here, ActiveCampaign. So they integrate with us. So when you’re up here and you’re subscribing via text, it’s going to add them right into ActiveCampaign. So like you mentioned, Collin, if you’re speaking from a stage or anywhere and you just wanted to put a number of, “Hey everybody, if you like this slide deck, feel free to text ‘I want it’ to 345345, and you’ll get a copy of your resource shortly.” That’s what a tool like Textiful would allow you to do. Let me put it in the chat, just so you know it’s there. Yep.

Because with SMS, it’s the inbound, how you capture, and then how you respond. So right now, we’re all inbound and how you capture information isn’t the most optimized because it’s literally using a full cell phone number, where most time has, actually tests have shown that the key words, the shorter numbers get a lot more usage. So I’ll put that app in the chat for you. But yeah, you’re absolutely right. It’s an easy way to marriage, marry the manual to the digital. That’s just, yeah, it’s just asking. Just asking and putting it in place.

Alright. Any other questions? Let me know. For those of you who are just joining in, this is ActiveCampaign office hours. I’m the host, Chris Davis, Director of Education here at ActiveCampaign. I’m here to answer your questions, so do not hold back, don’t hesitate. Ask any level, any type of question that you have in your business. Wait a few minutes, but at the same time, listen, I know it’s Friday everybody. I know it’s Friday and a lot of you have a weekend that you’re excited to get to. So I’m thankful, honestly, that you will take the time out on your Friday after lunch and attend this. It shows your dedication to your business and growing it.

But if all minds are clear, which it looks like it, that’s perfectly fine. We can wrap up a little early, give you some of your time on Friday to maybe get some of those last minute projects and tasks done. Yeah. So if you would … If you have any other questions, oh, here we go. Alright. Collin says, “What would an SMS integration with ActiveCampaign look like?” Yeah, so Textiful, what happens is on their end, you can configure it so that whenever someone ops in via text through them, they add them to a particular list in ActiveCampaign. So that’s normally what the integrations do. They capture the information and then pass it over into ActiveCampaign fairly immediately and inexpensively.

Yep. Collin says, “That is very powerful.” Absolutely. And Collin, you know what, we talked about speaking right? We talked about you hearing a speaker do it, but listen, real estate agents can do it with billboards. I’ve seen people do it on TV. I’ve seen people do it on the television. I mean, you could do it with advertising that you’re handing out. It’s just SMS opt in. Opt in by way of SMS has just really evolved. And like I said, if it’s an easy number for someone to remember and/or use, it’s going to increase their usage of it. Yeah. Okay.

Collin says he’s making note of that. Yeah. There’s so many applications for it. I’ve even seen people use it in books because they know you’re reading a book, just pull up your phone right there with the book in hand, and text this word to this number, and then they get what they need. Collin, these were really good questions, man. I mean, extremely good questions and I’m so glad you asked them. I mean look at it. It took us to 1:40 just answering these, but I’m so glad you asked them so that we could, first off, build out some automations, and then two is give you this resource.

So between the automations I built and this resource, you’ve got about seven or eight automations, man, that you can modify or just put into your account however you like it. Yes, absolutely. Yes, you can ask another question. “This would have taken me days.” Yeah, I know, I know, Collin. I know, so I’m glad I was able to give you some of these automations [inaudible 00:28:43]. Yeah, feel free. You can ask another question.

Alright, let me put this, let me put your question up so people can see it. Excuse me everybody, just a little scratchiness in the throat. Can you recommend resources for automations for online courses? Ooh, automations for online courses. That’s a good one. That’s a really good one. I do have a few resources though for you, and … Yeah, yeah, no problem. Well, what happens on here, Collin, is a lot of people, especially when you start asking really good questions, people just get their popcorn, man, popcorn and notepad, and they start taking notes as well. So if someone else has a question, I’ll definitely get to theirs, but these are the best resources off the top of my head. And there’s a couple you absolutely have to listen to, Collin. Where is it? Where is it? This one was so good. Here it is. Kirk DuPlessis. He runs an Option Alpha, a tremendously successful learning platform for trading options. And in this podcast, he talks about what automations he has set up that enable him to make six to seven figures. So this is the first one that I would start with. And what’s surprising about it is, well not surprising, but what’s interesting about it is that he’s not using too many, you know? Like he’s not all over the place with these automations. Kirk did a really good job with streamlining and making sure that the ones that he did have in place had a really big impact.

That’s one, and then I talked to, let me see. Where was it? Here’s a good one. Access Ally, Natalie. I believe she talked about some automations that you could use. Yeah, I think so. I think she talked about some automations that you can use with her platform, and then I’m going to give you a few too. And then one more, I feel like it was Member Vault. Here it is. Alright, great. This is a really good one. This one, this podcast episode would go over how to increase engagement through your course.

So when it goes to automations for online courses, there’s really, they fall into two categories, Collin. Alright? The first category is engagement. Okay? You need automations that facilitate engagement, keep people engaged, and that’s what this podcast will be really good for because as people are falling away, maybe it’s been two days since they’ve logged in, or maybe it’s been a week since they’ve completed a course, not a course, a lesson. You can now trigger, especially using Member Vault, you can trigger based on those activities or inactivities and send out an email, right? Or you can even add them to a Facebook custom audience, whatever you want to do within the automation builder.

So that’s the first one, is engaging that category. And then the other category is completion. How do you drive completion? There is a direct correlation with engagement and completion. The higher the engagement, the more the completion rate, but other things like other automations are as simple as delivering a badge or something via email when they complete a lesson. They deliver the badge saying, “Hey, way to go. Keep on learning. Go ahead and knock out that next lesson,” and a link to the next lesson. Right?

And if they’re not in their email, if they’re literally just going through the course, whenever they stop and they go in their email and check, that’s going to serve as extra motivation because they’re going to see like three badges, like, “Oh wow, I’m almost done here.” And you can even say that in the badge. “Hey, this is your first badge. You’ve got 30 percent more to go. You’re 30 percent along the way. You got 70 percent more to go. Jump into to lesson number two here.” That can all be in the email, right?

So that’s what I would say without getting too deep into it, but you want to have automations for engagement and then automations for completion when it comes to automations for your online courses, but listen to those podcasts, and they’re going to give you even better insight on how to approach that. Yep, absolutely. Wow, Collin. Thank you so much for your questions, man. I really appreciate it. I really do. I can’t stress that enough. And for all of you who are attending live, thank you for attending live. I hope these questions were great as great for you as they were for me. Collin, come back anytime.

In fact, that’s another thing that I need to tell you all. You can attend as many office hours as you would like, everybody. You’re not limited to a particular amount of office hours. is where you can register. We run them every week, Tuesday and Friday. Collin says, “This is truly a wonderful resource.” Thank you. Collin, you know what? You made my Friday, man. You made my Friday. I appreciate it. And yes, this is a resource for you all. This is a resource for you all to take advantage of and move along.

Just like Collin said earlier, he said, “This would have taken me days to figure out all of those automations.” That is, if you leave saying that and have something in, whether it’s an automation or an idea or something that shaved off time, this has been successful. So I hope that is the case for you who are live, and for those of you who are watching the replay, thank you for tuning in for the replay.

Make sure you try your best to attend office hours live. As I mentioned, you can attend as many of these as you like. So with that being said, thank you all for your attention, your time, and thank you for being a customer. And thank you for your interest in ActiveCampaign and your trust in me to deliver value. I greatly appreciate it. I want you all to have an amazing weekend, those of you live. If you’re watching the replay, have an amazing day. Okay? And hopefully, I’ll see you on the next office hours. Have a good one and automate responsibly, everyone.