Episode #4: Social Opt In Roadmap

Technology Roadmapping

Mar 31

 

A walk through of the technology roadmapping steps showing how to map out a social media opt in roadmap

Download the Transcript

Episode Transcript:

 

Jennifer Neal:

Episode number four, we are going to be live roadmapping, an actual technology roadmap for a social opt-in. Join us.

 

Speaker 2:

 

 

 

 

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Are you an entrepreneur looking to take your skills to the next level, maybe start an online division or your business? You’ve come to the right place. Welcome to Technology Roadmapping, connecting the pieces of online and automation technologies for your business success, with your host, the business technology implementer, tech to entrepreneur translator, online sales and marketing strategist herself, Jennifer Neal.

 

Jennifer Neal:

 

 

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Okay, let’s get started here. The number one thing that we want to put down is our goal. We want to make sure that we’re focusing on our mission of building our list. We’re going to build our list, then let’s start talking about how we are going to get that list building to actually happen. We’re doing a social opt-in, a social online promotion, so we need a way to get people’s information. We need some form of an opt-in.

 

 

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We’re going to put opt-in, and this is probably going to be on a landing page. My thing is falling down here. Now, we’ve got our landing page opt-in, so now the question is, how are we going to start driving people to our landing page? Let’s start looking at some other opportunities here. One, we know we could do a Facebook Live. I’m sorry my writing is so horrible but the electronic version will be a whole lot better, it’s digital and easier to read. We might do a Facebook Live, we might also do a, what is called? A read entry instead of just a lead magnet, so we might do a blog post that talks about our opt-in and will lead people into that actual opt-in. They can come read the blog information and say, “Oh, I want some more information.”

 

 

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Okay, now how are we going to get people to each of these things? Again, I want to reiterate these are just ideas, so chances are that your diagram is going to look much, much different. Your ideas and your opt-ins and what social channels you’re using, all those things are going to be different and they should be. This is just meant to help give you some ideas and show you how these pieces connect together.

 

 

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We have our blog so let’s see, we’re going to do some Facebook ads. We’re going to do Facebook boosted posts because we’re going to post our blog and we’re going to a boosted post of that blog that will drive people to it. We’re going to do some Twitter posts. We’re going to do … Let’s see, we have a Facebook Live, let’s do some Instagram, and we could even do an Instagram video if we wanted. We could do Instagram ads. Let’s see, those are various different … we can also do a LinkedIn. We could do a LinkedIn post going even just to the blog, that would probably be … Those are various different social channels, different ideas and ways that we can get people to our opt-in.

 

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Right now I’m just saying one opt-in generally when you’re doing this. You’ll probably end up with various different opt-ins. One may be a video email series, one may be a quiz or a self-survey that you could do, one may be a download of a checklist or a infographic type thing. There’s multiple different ways that you can get people. All of these are going to end up looking kind of the same. You end up mapping out for every single one of these things. To keep this simple and to make it fit on the paper here I’m going with one right now, but again remember, you can duplicate that whole thing.

 

 

 

 

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We have talked the top end, how we’re going to get people into your landing page. Now let’s talk about, what are we going to do right after they have opted in? This is still just an opt-in but let’s talk about what we’re going to do. The opt-in is you’re delivering something, we just talked about it could be videos, it could be a download, quiz results, something like that. What happens when they actually put in their information? How are we going to connect with them?

 

 

 

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Generally the landing opt-in we’re going to take them to some sort of a thank you page. My paper’s falling down again. Then we usually will go into some sort of an email series, it could be email and text, could be email, phone call and text. Any kind of combination of what it is, what type of communication that you’re doing. To keep this simple for this diagram here I’m going to list it as some emails. On our thank you page we can offer the download or whatever it is that they’re doing, or a link to the thing that they opted in for, and then we’re going to want to follow up.

 

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We’re going to do number one, follow up, and in that one we’re going to ask like, “How is it going? Are you connecting? Are you getting the information you need?” We can also do number two, maybe you want to talk about like, “Here’s other things that we do. Here’s other ways that we can help. I’m here to help, if you have any questions … ” Those kinds of things. You want to make sure that you’re connecting and following up. Then maybe another one is, “Check out our Facebook page. Here’s our group forum.” Any of the other ways that people can connect and get additional information, just want to make sure that they’re comfortable, invited into your community

 

 

 

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Whatever the point of your opt-in is this is just some ideas for some follow up. Then of course we are going to want to ultimately have them on a long term nurturer. Meaning that they’re going onto your list, your big ultimate list for the next time that you have a promotion. The whole reason, the whole point of why you’re building your list is so that we have a bigger list to market to when you have a promotion, are ready to have something that you’re talking about. We want to make sure that people are actually getting connected into that.

 

 

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Then we have all of these circles, now let’s talk about how we’re going to connect them together. The first connection we want to do is really back to focus on our goal. The goal that we want to do here is grow our list. The way that we’re going to do that is by our opt-in page. It’s the main thing that we’re doing, we’re collecting information. Now let’s go through here and we’re going to start connecting. Let’s see, we’ll review the steps.

 

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Steps number one is to set your goal. We set our goal here of building our list. Step number two is going through and putting in all of the different what do you need to make that goal accomplished? What are the pieces, the elements that have to happen. We’ve done all that with talking about our landing page and we have to have a thank you page, and then how we’re going to get people there with various different ads and how we’re going to follow up here with different emails. Then step number three here is we’re going to talk about the right path. The right path, meaning if everything goes according to 100% plan be yes-path all the way through, what does that look like?

 

 

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Here we have a LinkedIn post that’s going to go to our blog. Instagram ads can go both to our blog and we can do other ones that go directly to the landing page. The Facebook boosted posts is going to come to your blog because we’re boosting a post from the website, so that one’s just going to boost right to the blog. Our Facebook ads, we can do one that is an ad based off of the Facebook boosted post. We can also do ads that come down directly to our landing page opt-in. We can also do ads that will be from our Facebook Live video. Our Facebook Live video is going to drive people right to the opt-in. We also have Twitter posts. Again, these can go to the blog, these can also come to the landing page.

 

 

 

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I know it’s starting to be a lot of arrows but as you’re doing them you’ll understand where those arrows are coming from and where they’re going, so it’s helpful to do this on your own. You will create a pretty big mess for sure and you may end up redrawing up a couple times, but that’s just going to help really solidify it in your mind as to how these pieces connect. Keep going here. Instagram video, this one is going to go right to our landing opt-in page, it could also go to the blog. Now, our blog we talked about is going to have an opt-in feature right on the blog, that opt-in feature is going to take them to the landing page.

 

 

 

 

 

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Then once they opt-in, so we’ve connected all these pieces at the top, once they have opt-in here to the landing page what are we going to do? They’ve given us their information, we’re going to take them to the thank you page. On the thank you page you may offer, which we don’t have in here, you may offer an upsell, you may offer just the download link for the thing that they downloaded or that they request, you may offer them the link to the group that they requested access to. Whatever your opt-in was you may give it to them right there, you may wait and give it to them in an email. Totally up to you, it depends on what you’re after in the process.

 

 

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For us, we’re going to say we go to the thank you, they do have a download, we’re also going to immediately fire off email number one and run them through the sequence of emails. We put in three right here. We’re also, as soon as they opt-in on the thank you, going to take them and we’re going to them onto our long term nurture list because that is really the point of all of this, is building your list. Back to your main goal, building your list is getting people onto this long term nurture list.

 

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Okay, so that mess is our yes path. That is exactly what we want to do, if everybody follows exactly the steps all the way through exactly how we planned if. Now the next step is what happens when they don’t? Because we all know as much as you plan it people do not always follow exactly the steps that you laid out. That brings us to step number four.

 

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Step number four is we go back through all of our yes path and we look at what are the alternate routes? What are the pieces that … If they don’t follow the yes path, what else are we going to do to try to ultimately get them back into the yes path? For social media opt-in there’s not a whole lot of things that you can do so I’m going to hit a couple of the high level more simple ones to follow. Again, this is a pretty simple type roadmap. Do check out the download because it’s a lot easier to follow.

 

 

 

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For this we don’t have a whole lot of alternate routes but let’s look at what happens with the few that we have. We have a whole bunch of different posts, ads, all these things going to either the blog or the landing page. When we go to the blog and they actually show up on the blog page but they don’t opt-in, what can we do? We know that by coming to your blog page we at least have their IP address, which means we know that they were on your page, which means we can cookie them, we can apply a Pixel to them so that we can follow up later.

 

 

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Whether you’re using Google AdWords, which we don’t even have up here, or just focusing on Facebook stuff, what we can do is actually apply a Pixel to people. We’re going to Pixel them and then we’re going to retarget. If they do not opt-in right here we’re going to apply a Pixel. This is, yes if they opt-in, no if they don’t. We’re going to apply a Pixel and then with our Pixel we can do some custom audience work. Let’s just do for ease of simplicity right now just Facebook ads. When this, we’re going to do a custom audience back to our Facebook ads, I guess we only have one, back to our boosted post ads. We could run different ads based on … Like do a different Facebook Live video that was targeting your new custom audience group of people that read the blog post but didn’t opt-in. Hopefully that makes sense. This is saying they did not opt-in, what are we doing? We’re going to Pixel them, we’re going to retarget them and bring them back in.

 

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LinkedIn, honestly I would probably retarget back with mostly Facebook and AdWords. You can do LinkedIn ads, you can do Instagram ads, some of those you can get a little bit more complicated into the weeds and tracking people on what they read and what they didn’t do, but this is basically what you’re going to do, same thing. Get their information and remarket to them again, and see if you can get them to come through the opt-in. Honestly if you’re doing various different opt-ins here’s where this may work, is if they didn’t opt-in to this one you may want to retarget them and see if something else, some other offer that you have, makes a little bit more sense for them because they may be more interested in that and inclined to opt-in for that one rather than just being remarket to for the same first one.

 

 

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For ease of how this works let’s just stick with this one example right now. When you’re doing your ultimate ads you could do that this Pixel comes up here and you’re going to retarget to opt-in two, and then that opt-in two goes onto a different page and you’ve got a whole other set of ads and different targeting and lead magnets and all the stuff that you’re doing for a whole other set. Okay, that’s enough for audience work.

 

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Then let’s come through, so then they hit your landing page and they don’t opt-in. We can do the same thing from here, we can retarget, we can Pixel them and we can retarget again do the same thing, you can go up to number two, you can retarget back to some of the same information, maybe do both. If they hit that page on your website you’ll be able to track that information and know who they are and then remarket to them again.

 

 

 

 

 

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Then that’s really it, because that’s if they don’t opt-in we’re going to retarget them, if they do they go through our thank you and our email series. As soon as they opt-in and we have their information, we’re putting them on our long term nurture list. That’s really, for this one, is really pretty simple. There aren’t a lot of no paths or alternate routes that we can do. That is all we need for step number four.

 

 

 

 

 

 

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Okay? That takes us to our very last step, step number five. Here is where we actually go through and assign what technologies we’re going to be using for each of these elements. Most of these are going to be pretty self explanatory for this one because we’re doing social media opt-in, right? I’m not even going to worry about these Instagram ads, Facebook ads, LinkedIn. We know exactly where those are coming from. They’re all coming from those particular social channels. Our blogs post, where is this going to sit? Does it sit right on your website? Is it a super pretty blog post that you have taken and designed up in Leadpages or Unbounced or ClickFunnels or something like that? Or does it just exist right on your website? Could be either. This, I’m going to say we’re going to build this on our website.

 

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Our actual opt-in page that we’re building, that is once people are coming either directly to our landing page with the opt-in form, or they’re clicking from the blog post and coming into that. Where are they going? Again, you could build that right on your website, just put a form right on your website. Maybe you’re using Thrive Themes or a opt-in, something like that from Thrive. Maybe you’re using Gravity Forms. Most typically what we see with our clients, what we see is the landing pages we end building in Leadpages or ClickFunnels most often. A lot of times we’ll Thrive Themes things too. For this one here let’s say that this is going to be Leadpages.

 

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Our thank you page could again be right on your website, could be on Leadpages. I think for this one let’s go ahead and say we’re going to keep this one in Leadpages. So we know we’re going to have to built two pages, this one’s automatically going to talk to this one, and then what we need to do is get this information, our lead page, onto our long term nurture and our long term nurture list, let’s say … I’m just going to stick with InfusionSoft because we do a lot of InfusionSoft work. Our nurture list is actually going to live in InfusionSoft.

 

 

 

 

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Now we also have our follow up emails. Since I’m saying that we’re using InfusionSoft for this, I’m going to say that we’re going to be using InfusionSoft emails. You may be using GetResponse, or if you’re Leadpages you could be using their Drip system, you could be using Aweber or MailChimp or anything like that. This is where you’re going to go through and say, “Okay, my emails I know I’m going to send them from,” for us on this example here we’re going to say, “InfusionSoft.” Now I have gone through here and I know with this entire path here, granted it is messy but when you draw it yourself I guarantee you’re going to know exactly what all the pieces mean.

 

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We start up here, we have all of our different social channels. We know we’re doing a social opt-in. We’re driving them to an opt-in page. We know exactly what technology is working here for your opt-in, what you need to use to build those, how that’s going to talk to your CRM and how you’re going to use your CRM to follow up with emails. It’s all mapped out what needs to happen, when and how they talk to each other. That’s it. That’s all it takes to do a technology roadmap.

 

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We have just done the simple social opt-in. What I’d like to know is what other opt-ins are you doing? Or even for like a social opt-in, what other variations would you be putting in here or questions that you have on that? Post them in the group and I will do another social opt-in. We’ll do opt-in version number two and answer whatever the other questions that you guys have.

 

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Until next week you keep on teching and get out there and build yourself your own technology roadmap. Start simple, keep it simple, make sure you’re sticking to your goals and planning on accomplishing those goals before you get lost in the weeds of what happens where? What connects to what? Just do it. Just dig in and get it those. See you next week.

 

Speaker 2:

[00:23:00]

Thanks so much for listening to Technology Roadmapping with your host Jennifer Neal. For more great content and to stay up to date, visit formuladone.com, formuladone.com/roadmap and on Twitter and Facebook @FormulaDone. We’ll catch you next time.