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Using the date-based start trigger, building an Education Center

Recording of Office Hours hosted by Chris Davis on June 8, 2018.

Topics covered in this session:

  • How to use the date-based start trigger
  • How to troubleshoot your automation when it appears to be broken
  • The content-planning process behind building an Education Center for your business

Transcript

Chris Davis: 00:00 All right. So first thing I want to do is jump into some of these product releases. Missed the wrong … [inaudible 00:00:08] Jump into some of these product releases so that you all are aware of what we’re doing because sometimes it’s … You know especially when you update a lot, you’ll … These are easily missed. So expanding our deep data integration, the accepts Marketing field for Shopify and e-commerce. It essentially puts this checkbox when they start checkout process which allows them to be Marked in ActiveCampaign as giving you permission to send them Marketing messages. Okay? Just because someone buys your product does not mean they gave you consent to send them Marketing messaging. Okay?

Chris Davis: 00:53 They gave you consent about … For the product and any communication related to that product. Okay? But they did not give you … And I see this happen a lot. People buy a product, and then all of a sudden they’re also placed on newsletter and other lists. You do not have the legal permission to do that. Just so you know. So to give you a means of capturing that legal permission the accepts Marketing field is now in ActiveCampaign. All right.

Chris Davis: 01:26 Next is expanding the deal CRM with phone numbers, deal descriptions and age. If you’re not a CRM user, this may be the time to jump on because here’s what it means. When you have a deal it displays on a stage like this. So now we can see how long the deal has been there easily. But more so, you see where it says deal description? Let’s jump into the app. One of the top requests that we received from the users are custom fields for deal records. Because right now, as you see, this is the deal. This is the deal, and then if you go into personal info this is where all the custom fields are. So what happened is you have to update these custom fields here with deal data. And when the deal is won or lost, you don’t want that information on a contact record, especially when they’ve had most of the deals.

Chris Davis: 02:27 So the request has been to add custom fields to deals. All right. So that is coming. That is coming, but the first step is deal descriptions. So I actually don’t know how to access my deal description. [inaudible 00:02:51] Active all accounts. Oh. This is lost, and this is open. This is open. I should be able to do it. I don’t know. Deal notes. All right. So I should demo this stuff. But the idea here was for it to be kind of like an olive branch out to … That lets you add some information to the deal record while we add custom fields to it. All right. So let me see.

Chris Davis: 03:22 Mark are you on? Mark is on. I feel like we looked for this last time Mark. But I can’t remember. The deal description lets you give background info [inaudible 00:03:34] Yeah. I can’t remember where the … So the fact that it’s not here is probably … That means we probably need to update that and make it more easy to find. So anyways, that’s that update. Next is win probability powered by machine learning. This is huge everybody. And this is a big step into the future. Machine learning is essentially AI. Okay. Artificial intelligence. And what win probability is doing … Now I do see this in my account. It’s going … You see how it says not calculated yet?

Chris Davis: 04:20 And what win probability would do is if you have a history of at least 100 deals closed properly, and by properly I mean they have been Marked won or lost. You didn’t create a stage that said won or lost and move it to that stage. You have Mark them won or lost. If you have at least 100 of them, what machine learning is going to do is go back and look at all of the variables that played into you losing or winning a deal. And now for every deal in the future … Now this is pipeline specific. For every deal in that pipeline, so you got 100 deals in a pipeline that you’ve closed properly. Now going forward it’s going to calculate the probability that you will be able to win. Or yeah. That you even win the deal.

Chris Davis: 05:09 So if it’s a bad lead, the win probability will tell you like 17% and you know not to waste your time. If it’s a good lead it’ll be somewhere like 88% probability that you’ll close the lead and you can have more confidence and you can feel better with handling that deal. So that is … Where am I here? That is win probability. Next … Oh. We’re almost there. Next is introducing performance reporting. Better Marketing with better reports. This is the step one of what we’re calling advanced analytics. And what you’ll be able to see is campaign reports, automation reports, and tag count. And what it is, it’s a report that’s now time based and it details performance. Time based performance reporting. Okay. And by time based, I mean timeframe. I should say timeframe performance reporting.

Chris Davis: 06:10 So if I go to … You see where I can click on automation reports? Then I can go to automation performance. And here, what I’ll be able to see, is all of the automations, all of the emails … Well yeah. All of the emails and automations right here for a given time frame. So that’s why I called it timeframe performance reporting. If I got down to campaigns, I can do the same. Campaign. Now these are all the emails sent out as campaigns, and for a specific timeframe, and I can see their performance. And as you see here, I can even download it. So if you wanted to see how a particular email like this one, database. What if I wanted to see how it’s performed for the first month of this year? Whoa whoa whoa.

Chris Davis: 07:08 For the first month. Okay. This is my performance of my email. My emails in the first month. Okay. So now you can take this data, put it in a spreadsheet, put it in your dashboard and see how an email has performed overtime. There may be a particular day, or you know something like that, but don’t forget you do have the trend based data too under the campaign of course. All right. So you can go here and see the openings and everything. And I think … Yeah. You can see the daily open trends. So you can see the days [inaudible 00:07:44] And then lastly, under contacts reporting we have tag count.

Chris Davis: 07:49 Now the tag count report is how many times a tag has been applied. Okay. Do you see that. So in the last 30 days for me … Yeah. So the last 30 days for me, engaged 30 days, not engaged 30 days has been applied twice. Okay. So you’ll see all of your tags. Of course this is a test account so I don’t have a lot of activity. But you’ll be able to see that over a timeframe. So that’s our performance reporting. This is in our plus plan and above, and these are just the beginning of the reports. We are going to be adding more and more reports to this package. So you’ll definitely want to keep your eye out on it. And then last but not least is the official abandoned cart for Shopify is live. This means in ActiveCampaign there is an abandoned cart action. It’s a start trigger. Can you believe that?

Chris Davis: 08:50 So now when someone abandons a cart, it will trigger this automation, and then they can go in. And let me show you what it looks like. So if I go into here. Integrations I believe. I think this is right. It’s been a while. Dang it. I don’t have a Shopify store. But anyways, you would go into your Shopify store … Where is my … This is it. Has the help dock on it. You would go into your Shopify store and see any connected account, and then these become your … Well this is actually when add it as a start trigger. There it is. So when you go into the settings, so if I’d went here. You know how I can click on this and see historical data. I have an option to manage settings, and I’ll be able to say, “How long should I wait after a contact abandons a cart before triggering this automation?” I say an hour.

Chris Davis: 09:53 I can shorten that to 30 minutes, 15 minutes, or whatnot. And then when we see someone added something in, in Shopify, and they don’t checkout after an hour the automation with the abandoned cart start trigger’s going to start. Okay. Yeah. So that’s exactly how it works. All right.

Chris Davis: 10:16 So with that being said, questions. Do an of you have questions? Oh looks like I’ve got one. [inaudible 00:10:24] Had one. And if you had a question that you emailed me, and I didn’t get … Maybe you emailed me personally. I probably didn’t get it because now I’ve got the edu email, and let me see. Oh okay. So Mark here. I’ll put that up there. I’m not sure. This is more of like a reporting. All right. “I just got over 200 AC notices which are identical, when I expected only to get one.” AC notices. Like the notify someone in an automation action type notices? “Used a database trigger on a custom field which was met, and then …” Oh you got it right here. “Notify action with the message.”

Chris Davis: 11:12 I don’t know. It’s tough right? It’s tough when we say bug because we always have to factor in user error or just automations being connected. So here’s what I would say Mark. Without seeing it, I would go to the automations map. Oh gosh Mark. You keep doing this. Every question … I feel like every time you ask a question Mark it opens up a bigger topic for understanding. So this is how I would troubleshoot it because I have a feeling that maybe there’s another automation that’s adding them or something else happening that’s adding them. Because from here, what you’re saying is you tested this Mark. Mark is … He’s been on Office Hour more than once so he knows how to test. And you’re a consultant Mark, right? He knows how to test this. So you’re probably in your account. You set the date, and you were expecting your test to go through and get one and you got a whole lot which means you’re entering the automation a lot of times. Right?

Chris Davis: 12:24 [inaudible 00:12:24] Trigger. No. Yeah, no data would not trigger the custom field. The date based custom field. But is that right? You put yourself through as a test contact, Mark and you were expecting to get it once. Right? And then … Oh. Oh it notifies you. Oh I’m sorry. I’m sorry. Mark you know what? I got it mixed up. It notifies you when a contact goes through it. Got it. And then you got over 200 notices when you were really expecting one because you just added the start trigger but you built the automation months ago, and the date hit.

Chris Davis: 13:06 So yeah. In that respect, before I would use the bug. I look at maybe just a small subset of those contacts, and look at how many times they entered the automation for one. Two is see if they have the date field set. And if they did have the date field set, then the question becomes how did they get that date field? Because that’s probably what happened here. And let me make sure everybody’s aware of what Mark’s talking about. Look at this. When you start an automation, you can have it … You see this where it says date based? If I select this and the contact has a date based field … So I’ll say creation date. If on the contact’s creation date, I can say 30 days … Let’s say I do it on the creation date, and what this start trigger is going to do, it’s going to check everyday to see, “Hey is it today?”

Chris Davis: 14:16 So for instance today’s Friday, June 8th, 2018. If I joined Friday … I mean if I joined June 8th, 2017 at, let me say, 3:00 AM, at 3:00 AM today it would have went and checked and said, “Hey is this your creation date?” And it says, “Oh yep. At 12:00 AM it was June 8th. So yes.” And then it satisfies this condition. But then there’s a second layer. There’s this monthly or yearly. So when I have it run monthly, with the second option, run when month and day matches conditions, it can only run once a year. If I have it do where it says when year, month, and day match the condition, that means it can happen multiple times in a year. So the first option’s for like birthdays, you see what I’m saying? Anniversaries. [inaudible 00:15:10] Contracts.

Chris Davis: 15:11 This is for if like every quarter … Right? If every quarter, or every three months we’ll say. Would that be right? No. This is going to do it once. I shouldn’t say every three months because it’s not recurring. If the date field … Actually if the date field was changing I would do this. So if the date field changes multiple times in a year, you want to use the second option because that means they can enter this automation more than once. This is the … I’m going to do that. This is the start trigger that Mark was just talking, that he used, and that he this notify someone action in there. All right? All right.

Chris Davis: 15:51 Mark says, “But the notice is only being sent to admin email addresses independent of contacts. It was an internal reminder for some housekeeping,” yep “Task to be done.” Yeah. So when you have this Mark, when you do this, when you say send to it’s to either yourself or someone on the team. So internally you’re getting the notification right? When the date passes and they enter into the automation. So it’s like admin, [inaudible 00:16:24] Right? Just let me know if I’m on the right track here Mark. Okay. Mark says, “I assumed it would only come to me but AC checks every contact so I missed adding a filter on the sent in ones.” Okay. All right cool. Well listen man, this is what we’re here for. Mark I love having you on man for this very reason.

Chris Davis: 16:58 So now if any of you didn’t understand date based start triggers you now do. That’s how they work. Start thinking of reasons to use a database. The thing with date based start triggers is you have to have some way of adding the date depending on … And if you’re using it in integration sometimes you pass in the date to a field, or sometimes you use an automation to stamp the date in a field. So it would look something like this. Open contact. And I would say, “Okay. New date.” That’s not a date field. And I just open date, and I can say this current time. Right? So now when I come through here it’s going to timestamp the date field that’s open with the date of today. Yep.

Chris Davis: 17:59 I’m going to put this up Mark because I want everybody to see it. Mark says, “Date based trigger will check every contact and if that contact meets the criteria then AC will send every contact through the automation and that is what happened.” Yep. Great. Another great point. So remember everybody, when you create a custom field … Where do I want to go to [inaudible 00:18:29] When you create a custom field, all of these fields exist on all of your contacts. So that goes in when it says, AC checks every contact. But guess what? So I created a new field that says, “Last open date.” That’s going to display on every contact.

Chris Davis: 18:48 However, if the contact doesn’t have a value on last open date, which this one does, if they don’t have a value … Because AC like Mark said … AC’s going to go through, at whatever time you determine, I had 3:00 AM. At 3:00 AM it’s going to go through and check every single contact and see, “Do you have this date and does the date match the criteria?” If yes it’s just going to add it to the automation. Yep.

Chris Davis: 19:14 Paul says, “Can you [inaudible 00:19:16]” Paul let me just put this up there. And Paul I think I saw a question from you too earlier so I’ll get to that as well. “Can you trigger an automation off a deal start date using the date based trigger, or should I use wait features?” All right let me table this one Paul because I don’t want you to … I don’t want to miss your initial one. So I’m going to answer them in the order that you posted them if that’s okay with you. There we go.

Chris Davis: 19:55 All right, so Paul starts out saying, “We are in the research phase for building a membership site,” ooh. Paul, stop it. Don’t speak my language like this. You’ll get me excited. Okay. “Education center for our current clients. Our current clients after listening to the AC podcast.” Great. Great. Thank you for listening Paul. “I’m wondering if you have some best practices for building this, and know of any good plugins that can offer a free membership?” Paul, you know what? You asked a dangerous question my friend, because I can literally talk about this topic for a very long time.

Chris Davis: 20:38 One of the things that we’re seeing is the importance of education around Marketing software. So you know, I cut my teeth on the pews of Marketing automation and implement building up systems and all of that. However, I got distraught by the lack of adoption so I could teach it. I could do it. But were you adopting it? And the reason why a lot of people didn’t adopt it is because of education. So I would assume, Paul, you’re seeing a similar trend in your industry when you’re like, “You know what? If we had a little bit more upfront education, I think the adoption of either the product that you’re selling or the process that you’re proposing, whatever it is, would be a bit easier.”

Chris Davis: 21:30 This is the power of education everybody. Education is a rising. It’s not going anywhere. Education is a necessity in Marketing now because people need to be informed. People are not just going to hand over their card, XYZ. So anyways. When it comes to building an education center, you’ll be hard pressed to find me say that’s not a good idea. So Paul, great idea. As far as best practices, the best practice that I could tell you, this is what I’ll tell you Paul. The platform is the last thing. Right? What you want to do, however you’re comfortable Paul. However you’re comfortable. I’ve been using Google Docs for this. In the past I’ve use Whiteboards. I’ve used mind mapping software. But, excuse me, the execution is up to you, but what do you need to execute on? First define the goal for your education center right? What is the goal?

Chris Davis: 22:30 Now we know consumption, completion, and understanding. We know that. That’s like baseline. Paul says, “Because we’re a payroll company, there are a lot of confusion about,” yep “There’s a lot of confusion about liability, what we do, how we integrate, all of that information building small videos to educate our clientele.” Yes. Yes yes yes, Paul. So I’m going to give you some gold here, so I hope you’re taking notes. But don’t worry, we’ll have this recording if you want to listen to it again. All right? So now we know, especially based on what you had, it’s understanding and it’s understanding through completion. All right? This is going to be a little different. I did a podcast … Well, let me not [inaudible 00:23:14]

Chris Davis: 23:14 I did a podcast with [inaudible 00:23:16] If it’s up, listen to it. So anyways, so with that being said, you have to have curriculum to achieve at. So ideally just from this Paul, I’m hearing you say, “I need an educational resource to educate on liability, on our services and processes, how to integrate with us or our partners. And how do we integrate, and all the other information?” And then like whatever miscellaneous [inaudible 00:23:55] So right now Paul you have at least three courses, okay. Which is a step beyond most people. Most people are like, “How many courses? What should I create one about?” So I will start with three. Liability, what we do, and that’s just kind of like an overview of the company and the process. Right? Of becoming one of … Someone becomes a payroll client. Setting expectations. Right? And Marketing and call it indoctrination. In education it’s on-boarding.

Chris Davis: 24:25 Right? How the word changes but the end goal is the same. Say, “Hey this is who we are. And this is what to expect. This is how things are going to work.” All right? So and then, “How we integrate. So how do we work with the tool that you’re using, or maybe the tool that you need to use?” So now based on those three, and that’s what I would start with Paul are those three, now I would break down what you want them to know about liability. Just list out the main pain points. I’m going into course creation here, so I don’t want to go too deep in course creation because it’s a topic all on its own. But just break down the pain points. Here’s the thing Paul. Not theoretic pain points. I’m talking about the pain points that you guys are having right now like the questions people keep asking. Think of … Approach this like an FAQ. What are the frequently asked questions around this, and the frustration? That’s what the course has to answer to.

Chris Davis: 25:26 So if you’ve got six main questions that are always coming up, guess what you now have in course number one on liability. You have six lessons or six chapters. However you want to think about it. Right? And you do the same. Well what we do. Where are people confused? What we do is going to be a little different because there’s some information that you just want people to know. Okay. Like you’ve learned, “Hey look. I’ve been running this company for a while. So this what you need to know about us.” Then the other part of it is going to come from what questions do people have like once they’re engaged. Right? For what we do. And then how we integrate, this can get really fun because I’d imagine your platform Paul, there’s probably certain systems that work better than others right? So this could be a rundown of all the systems, the ones you recommend, and how the integration works for them to be able to choose or pick one, right/

Chris Davis: 26:28 So if they’re not using a system, or they’re not satisfied with their system, or they’re open to moving to another system they should be able to go through that courseware and get a better understanding at their options. And like I said, this is from like a 10,000 foot level. Mark said, “SAQs are great too. They don’t know what they don’t know.” Well hey Mark, what’s an SAQ? What does SAQ mean? That’s a new one for me? SAQ. Oh, interesting. Oh that’s a good one. Should ask questions. Mark, where did you get that from man? Did you make that up, or did you … Not make it up like make believe, but did you create that or did you read it in a book somewhere? I would love to … I’ve never heard of that and it makes so much sense. Should ask questions. Yep. Okay. All right.

Chris Davis: 27:22 So Paul says, “If you wanted to build it give it somewhat [inaudible 00:27:23]” Okay. Okay. Great. If you know the resource, if it was like a webinar or a book, send it my way Mark. Okay. So Paul says, “If we want to build it somewhat like a restricted knowledge base should we look at a membership site?” So we’ve got the content outlined now it’s about where it exists. Okay. Now again, we haven’t touched any technology yet besides like maybe a Word document you know. [inaudible 00:27:56] Got the curriculum, or your should ask questions, frequently asked questions, and pain points. That’s where your curriculum comes from. All right. So now you’ve got at least those things to talk about in each course. Now it becomes a process of creating the course. This is where most people fail.

Chris Davis: 28:14 This is the hardest part right here. Okay. And most people start here, and it makes it even harder because you haven’t done the upfront work that I just told you about. So now you’re in content creation mode, and you’re filling out the answers to those should ask questions, frequently asked questions or major pain points. And it could be as simple as somebody asking you those questions in like an interview way, and you’re answering them, and you send it off and get transcribed. Or you being interviewed, and somebody recording you answering the questions could be the video content. It’s really up to you. What I would recommend is that whatever you do that it be in small bites. You know, like feed people videos in bite sizes, and not whole lot of text for them to have to read because it will be overwhelming.

Chris Davis: 29:01 All right? Paul says, “Not sure we have enough content to build several courses.” Paul I would go the other way. I think you have more than enough. The thing is Paul, once you sit down and do the exercise for one course, you’ll realize … You’ll be like, “Oh my gosh we need to answer this …” In your mind it’s all connected and it all seems simple. The second you do what I’m saying and you start writing this stuff out, say, “Okay what are the top five questions get asked.” You ask your team that, they’ll give you more than five. Or they may start like struggling like, “I don’t know.” And then you start putting one, and then you got to start talking. And after an hour you’re like, “Oh my gosh this liability course is like, ten chapters.”

Chris Davis: 29:45 So Paul trust me. Right now you’re saying you won’t have enough. Once you go through this exercise I think you’ll have too much or more than enough. And then it’ll be a matter of distilling it and stripping it down. So once you have all the content created, and where I would put the text and the videos and everything, I would still not be in the platform. So whether you put it … You know you’re using notes, Notepad application, on your computer, or whether you’re using Google Docs, or using something. On the course where it exists somewhere that’s easy to create and type in because here’s the thing Paul. When it comes time to build, you want to position yourself to you don’t have to be the builder. And if we create the content in the platform, essentially the person creating the content is inherently the builder because they’re creating and building at the same time.

Chris Davis: 30:42 I like to separate the two. Now with all of your courseware in paper form, you can give this to a builder and say, “Hey, these are all my lessons. Put this in said platform.” Okay? And that platform, now you asked … Where was it? Paul you asked, “If we wanted to build it somewhat like a restricted knowledge base should we look at a membership site?” So I would. I would. It’s the simplest way right? And the reason why I say a membership site is because you really only want clients to have access to it. That’s it. You want clients to have access to it, you want them to have a login, and the reason why you want a login is because that differentiates it from being a private page on your website that they just need a password to get any access, and actually providing their email address to actually login.

Chris Davis: 31:37 And the reason why you want them to login is for tracking purposes. That’s the primary reason. Once they login you’ll be able to see, “Okay what courses have they completed? What are they doing?” You can see where they’re at. So now if you get a question you can look and see, “Oh you haven’t reached it.” They asked that question before they got to that chapter, so maybe we should rearrange the chapter order and answer that question sooner. Okay? So to do a membership site, absolutely. Now free membership, I don’t know of any free membership plugins worth the trouble I’ll say. Remember with free, free comes with a price on the backend. It’s free upfront, but it can get really expensive on the backend, and most of the time it’s not even monetary. Most of the time it’s time. Free upfront, and cost a whole lot of time. And worse case it costs a whole lot of time and money to fix it.

Chris Davis: 32:38 Oh I’m sorry. Paul says, “Not free to us but free to our user.” Yeah. So any of the … If you listen to the membership series, any of those membership sites, membership plugins that integrate with ActiveCampaign are going to be free for the user. They won’t have to pay anything. What you’ll need to do, is in the client onboarding process, all you need to have them do is submit their email address to ActiveCampaign form and it will automatically create their profile. If you’re using like [inaudible 00:33:13] which are the two I recommend, they’re the easiest. If not you can always … They’re the easiest if you go WordPress, but if you don’t want to mess with WordPress, and you know a developer is kind of out of scope right now, you want to get something up and running real quick, you have [inaudible 00:33:28] and Teachable. Those are platforms where they still get free access because they just go and sign up as a user. And whether or not its free or not, that is on you, on what you price your course at. All right.

Chris Davis: 33:45 So if they’re free courses, they’ll be free for the user. If you put a price on that course, then that user will have to pay the price. Okay. But essentially that’s how I would approach it. Now I will admit Paul, this was the probably the broadest overview. I’ve added some details but this was a broad overview about the total process. I’ll give you a heads up right now, where after … You know since you’ve not done a mind mapping exercise of the actual course content that’s going to be your biggest struggle right now. Once you get past that, the struggle that most businesses that want an education center, what they run into is the creation of the content. Right?

Chris Davis: 34:33 You’re like, “Okay we’ve got a course. Let’s make it.” Then you say, “Oh wait a minute. Who’s writing this?” Right? “Who has … How are we populating the knowledge for this course?” So be thinking about that. Be thinking if there’s someone on your team, if you need to outsource the creation of it. And by outsourcing I mean like bring someone in who writes and just essentially giving them the outline and saying, ” Hey I need this.” It’s almost like a ghost writer. But it’s like, “I need you to help me flesh this out.” That’s the hardest part. And most of the time it’s only hard because we don’t know how to do it. Because you have all of this stuff in your head Paul. You have the answers to all of this stuff in your head. Sometimes we just need somebody to ask a question and say, “Hey Paul, I see you have payroll company. What’s the first step? How does someone get started once they decide that they want to become a client of yours?” And then they just hit the record button, and Paul you’re just talking. “Well you know the first thing that we like to do is this systematic.” All of that is content. So then you take that content, and you put it in. And then it’s reaffirming when they do come on board and say, “Hey watch this. Okay you’re here because you fit the criteria. We only work with companies that X, Y, and Z, and we’re glad to have you on. In the following videos, we’re going to go over exactly what to expect with working with a company like ours. We’ve also got additional resources on liability, other platforms that we integrate with, to make sure that you not only get the payroll needs satisfied, but you’re up to speed and in the know every step of the way. See you on the next video.” Right, then they go to the next video.

Chris Davis: 36:13 “Okay, thank you for choosing Paul Associates for your payroll. We’ve been in business for 15 years and we serve the industry this, this, and that. Some of our most successful clients have been with us for eight years. We pride ourselves …” You see what I’m saying? And they’re going through this course. That’s the experience. And you’re just walking them through. They’re learning, and anytime you have any questions, “You now as a client of ours have access … Click this link, or send your email to Support@PaulAssociates.com and we’ll ensure that we get to them. Now in the next video let’s talk about what to expect.”

Chris Davis: 36:52 You see what I’m saying? You’re just … This is stuff you know Paul. You know it because you’ve been doing it for so long you know it. It’s just the process of getting it out of your head. And then once you get it out of your head, on paper, then it’s giving it to a builder to build it out in the course format. Okay? Let me know if any of that is confusing Paul. Mark says, “To fix my oversight of database trigger …” I’m going to post this Mark.

Chris Davis: 37:36 If you’re listening and you see this process Mark has gone through I want to take some time and highlight our consultants. Mark is a consultant. So he is reachable if you’re looking for someone to really help you out. Mark I hope you don’t mind the shout out. All right, he said, “To fix my oversight of the database trigger, I created a tag and the tag called trigger admin notice automation. When I add it to the internal admin contact record which …” I’m sorry. “Which I added to the internal admin contact record so that it is the only notice which is sent when the date is met.” Ah so you’re using a tag. He’s using a tag to filter it out. All right cool. That makes sense. Good one Paul. Oh, I mean Mark.

Chris Davis: 38:27 Paul, “Makes sense to me.” Great. Great Paul. “I’m lucky your parent company has a lot of training available for us to break down into topics.” Yes. Paul, listen man. The reason why I’m excited about it is because that’s what I do here. That’s one of the tasks that I’ve been burdened with figuring out over the time, and I’m just sharing with you man what I’ve learned. And I love to see that you’re focusing on education man. I cannot tell you. You’re miles ahead man. You’re miles ahead of the competition because I mean unless this is the norm in your industry, which I’m finding is not the norm unless you’re like a speaker. Well a lot of speakers have online membership sites and things of that nature.

Chris Davis: 39:20 But normally in service based businesses, low hanging fruit. There’s a lot of low hanging fruit in education in a membership site. So I’m so glad that you’re on board with this Paul, and I would love to be updated as you go. Don’t at any point feel like you’re asking too many questions on Office Hours. Use this man to get the help that you need because I believe in what you’re doing man. I believe in it. If you just needed an extra person to tell you Paul do it, Paul do it. Keep doing it man. And like said, don’t you be the creator of the content. You own it. It’s in your head Paul. Trust me, it’s in your head. You need to have like an administrative assistant or somebody who’s been working with you that can ask, that can you know, help pull this stuff out, and that’ll go a long way for you.

Chris Davis: 40:13 But yeah, you want to get it out your head, get it on paper, and then give the paper to the builder whether the builder is in your company or not and let them build it out for you. It’s the fastest way to get things done man. And then like I said, you have a platform. The fastest way is non WordPress if you do a hosted solution I think if you go Teachable or something like that. Put it in there. As the CEO Paul, you as the CEO, all you have to do at any point, log in there and look at the performance. You can see the trends. Okay what classes are people taking? What’s the drop off? How many new enrollees from last week? Does it match up with our client data? When you’re talking to a client now you have internal documentation. Say hey, when they ask a question, make sure you go off … Oh okay. I got you. I got you Mike.

Chris Davis: 41:09 We got to change that Mark. You know you could say, “Internal documentation.” You can say, “Whenever a question comes up, make sure you login and see what courses they’re in.” Right? “Or how far they got along.” Because now Paul what’s happening is you’re matching the questions with the experience. What if they completed liability training and then asked a question about liability. Now you know that if you covered that topic, it wasn’t clear, and it gives you insight on which topic to cover. So maybe there’s a missing chapter there. Okay? So that’s how you create the education as resource, and then use it as to educate yourself internally on the effectiveness of it.

Chris Davis: 42:00 Okay? So once you have the courseware up, definitely put SOPs, standard operating procedures in place for your team to ensure that they’re using it in their day to day. If somebody says, “Hey listen, I just want to tell you, I signed up with you guys, I’ve been with you for an entire two quarters, and they have been the best quarters of my business. I was nervous, you know having the company take over my payroll, but I tell you, you guys put me at ease. I was never in the dark. I am up to speed with everything thank you so much.” Right? Now you’re going to take that account and go and look and see like, “Wait a minute. They’ve completed all of the course ware.” Right? And then you can start getting some feedback and saying, “All right we have proof that when people go through all of this they’re better clients.”

Chris Davis: 42:58 Now the focus is version two, Paul, is, “Okay how can we incentivize them to complete it faster?” And as we start getting the [inaudible 00:43:06] and all that stuff. But yeah. Mark says, “I’d ask some of your clients to complete a survey to get what they are most needing and interested in learning.” Mark brings up a really good point too, is that you could also survey … You know, like he said survey your existing clients and their responses will inform you on what content to create as well. Yep.

Chris Davis: 43:36 So like I said Paul, I have a strange feeling that after you start actually mapping this stuff out, surveying, you know, asking questions, that the scale is going to tip from not enough content to, “Oh my gosh. I need help putting all this content in,” which is good man. All right. So Paul says, “We actually have a good idea on what type of content and how we should present,” Paul I had a feeling. Right? Because you’ve been in business for a while. And I’ll just be honest man, businessman like yourself are the ones that can leverage technology and get the biggest impact the quickest because you, my friend, have … You have processes in place. All you need is processes. That’s all. For Marketing automation to be successful, not to oversimplify it, all it needs is processes.

Chris Davis: 44:39 All right? You need to have processes in place that actually achieve something. If you have that, you just need the right tool. Right? But what do we see? Most of the time people don’t have the processes in place to achieve anything, and then they want the tools. Anyways. And Paul says, “That’s why we’re moving away from our YouTube channel and why I love surveys.” Yep. And the key there is you said, “Move away from our YouTube,” listen everybody there’s nothing … You have to start somewhere. And as you get educated on your audience, right, the needs and what they want, feel free. Make the transition. Make the shift. Right? So wow this has been great. Look Mark and Paul, you put on a show. You put on a show for everybody. Listen, if you haven’t asked a question feel free … We got five more minutes. Feel free to get your question in.

Chris Davis: 45:32 However, if you just enjoy standing on the sideline watching this, perfectly fine. I have a strange suspicion a lot of you online are probably looking to do something similar to Paul whether your business is payroll or not. You’ve probably been thinking about, “How do I educate? Should I do a membership site? Do I do an education center? How would it work? How is that processed?” So don’t thank me, thank Paul. Thank Paul for, thank Mark for the start trigger, and just the live debugging. I mean Mark is a savvy Marketing automation person, and you see that even the savviest are still going to have to debug. I just want you all to have the right expectation.

Chris Davis: 46:18 There is never going to be a time where you go into any platform, but you go into ActiveCampaign, build out an automation, turn it active and leave. And like, “Yep. Job done it’s perfect.” I wish. And if anybody’s selling you that, run the other way because they’re lying through their teeth. Okay? But as you see, automating your Marketing requires constant iteration right? Constant babysitting. Constant looking. Constant pushing of the envelope. Sometimes people try to push the envelope too early. Right? Where it’s just like, “Okay you’re trying to do too much. Let’s just start with sending an email. You’re over here trying to do split automations, and lead scoring. Let’s just get your basic welcome series in place.” Right?

Chris Davis: 47:11 So yeah. Great time with you all. And I want to thank you for attending Office Hours. Everybody who was on, you don’t have to ask the question for me to appreciate you. I appreciate all of you. I won’t call you by name. And if you’re watching this on the replay, thank you for watching the replay, I hope this was helpful in understanding the database start trigger, debugging your automations, and how to approach building out an education center. All right. And I’ll end on Mark’s note okay. This is not mine. I want to give Mark a shout out here. Mark says, “Just build something simple, then tweak it as it goes live in the real world.”

Chris Davis: 47:57 Let me put that up. Those are the closing words for today from Mark himself. And I agree. Mark you now have a quote. I reserve the right to do such a thing. All right. But seriously, keep it simple at the first version of it. Keep it as simple as possible. It’ll probably … If it’s uncomfortable, then that probably means it’s the right type of simple. If you feel comfortable with it, and you’re like, “This is perfect,” you probably waited too long to launch or put too much into it. Right? It should go live when it’s uncomfortable.

Chris Davis: 48:37 So just like Mark said. Just build something simple, then tweak it as it goes live in the real world. That’s it. Take those words with you. Build. Have fun doing it. And oh, and have a great weekend. I may not be remiss to say that for everybody who’s on. Have a great weekend everybody. Stay safe. Remember that we do this every Friday at 1:00 PM. So next week same time. Same place. And we’re here to answer your questions. In the meantime, automate responsibly my friends. And Mark, great to see you. Great to be had back. I’ll see you all on the next Office Hours.