The Importance of Personalization in Online Marketing with Jason Resnick

Jason Resnick helps freelancers get more leads, find better clients and build recurring revenue. Jason started working in eCommerce back when it was next to impossible to get someone to put their credit card online. He’s truly an expert in this space and I’m really excited to have him on the show.

In this interview with Jason, we cover:

  • How Jason got his start in eCommerce
  • The importance of personalization in online marketing
  • Why one of the first things Jason does with his clients is ask them what their customer journey is
  • Helping his clients identify their sales cycle
  • Nurturing customers through email
  • The importance of picking the right lead magnet
  • Using lead scoring
  • Launch style funnels vs evergreen funnels
  • How to make your marketing stand out in a crowded space
  • The value of putting yourself through your own funnels

Connect with Jason

@rezzz on Twitter

rezzz.com

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How Zach Goldie Boosted Email Conversion by 87%

Marketing to marketers is always a tricky proposition. As marketers, we get hundreds of emails from various lists a day, and many of us are essentially immune to generic email messaging.

In order to stand out from the background noise, email content aimed at marketers has to be top-notch, while straddling the line of “often enough to not be forgotten” with “not so often that it drives people batty.”

It’s a fine line to walk, and when it was time to look at our lead nurture campaign, we knew we had to do it right.


Explaining the strategy behind our new lead nurture campaign

We recently built a new lead nurture sequence which is converting beautifully. In this article we’ll delve into how we came up with the 

  • underlying strategy, 
  • non-salesy content ,
  • final push for the sell

with advice for applying the concepts to your own campaigns.

Accepting we needed outside eyes

We were geeking out on our own funnel data and found that the lead nurture sequence was a weak link. The short sequence we had was outdated and the long-term nurturing depended on us sending newsletters, which happened… less often than we intended. Our lead magnets such as the Ultimate Tagging Blueprint were popular, but only 12% were then signing up to a trial.

We could have rewritten it ourselves, but we wanted to make sure we were not only providing actionable information, but doing it in a way that was engaging.

We were referred to Zach Goldie, an email copywriter, who helped us rebuild the whole pitch. The resulting sequence is converting beautifully, so we wanted to share how we worked through it.

Realising leads are oblivious of missed opportunities

Zach began by helping us think through the typical mentality of a new subscriber. He quickly pinpointed them as:

They suspect stronger analytics would help but don’t know the opportunities they’re missing, so looking into options sits low down their priorities.

along with added details like how they’re using Google Analytics or their CRM’s limited data, but without an easy way to dig into the numbers.

It is easy to forget that prospects don’t realize the extent of their issues when it’s all we think about. But we accepted that any nurture sequence needed to start from this lack of awareness.

So now we had our aim for the emails – help subscribers realize the implications of their weak analytics.

DIY Guide #1: Pinpoint the lead’s decision making stage

First think through questions about the subscriber’s current state, such as:

  • How are they currently coping with this issue?
  • Are they even aware of the impact or that solutions exist?
  • Is this decision high up their to-do list? If not, why?
  • What’s the gap between your lead magnet and your product?

Then check your emails are relevant to that situation. It might even differ from lead source to lead source.

Picking a blind spot for each email

It’s easy to jump into writing about the features we’re most excited about. Instead Zach stopped to plan how each email will help readers realize how a lack of data is hurting them. 

The aim was to help them discover these blind spots for themselves, to think about data they’re missing and ways it could be helping them. To plan our content we went through the questions that marketers either don’t think to ask or don’t realize they could answer, such as:

  • Which Facebook campaigns bring in repeat buyers?
  • Which upsell generates the most revenue?
  • How long does it take to reach break-even for paid ads?
  • What is the refund or chargeback rate?

From talking to new users, we know most forget that their analytics usually only record signups or first purchases. So, these questions were chosen to help subscribers realize they’re missing data on each funnel step’s long-term impact on their bottom line revenue. 

If the sequence could guide subscribers into considering these questions, SegMetrics can then be introduced as the best way to find answers in a few clicks.

Guiding readers into realising the benefits (not just telling them)

‘Show don’t tell’ is a popular saying among writers, so we applied it to presenting SegMetric’s benefits. Instead of just telling them “you could boost revenue by 90%”, Zach planned out content to walk them through issues so they could discover the problems they had previously overlooked. 

We grouped these data guides into four categories:

1) Data challenges – posing challenges such as whether they know the lifetime revenue of each lead source, giving them a question to chew over with suggestions of what it might reveal.

2) Case studies – showing the revenue lifts that users have achieved, to reinforce that it is actionable data worth digging out, not just pretty graphs and nice numbers.

3) Industry averages – marketers love a good benchmark, so we collected averages from our users that could only be discovered through SegMetrics.

4) Potential tactics – outlining tactics such as offering a high value upsell instead of the current cheaper one, with a note that SegMetrics could track the impact.

Each of these tied back to one of those blind spots we had previously identified, written with a gentle tone acknowledging that it’s understandable to not already know the answers. (Especially since we’ve been doing this for over a decade, and STILL run into issues.)

DIY Guide #2: Content planning

After identifying their decision stage, consider what is needed to bump your service up their to-do list.

  • What is bothering them about their current solution?
  • Are there pain-points they didn’t realize could be solved?
  • Do they realize the impact that signing up will make?

Then plan how to show them these answers, helping it become their own realization instead of just something you’ve told them.

Admitting that yes, there’s a free alternative

As subscribers progress through the sequence they will hopefully start wanting this kind of information for themselves. Zach expected they might start looking for free alternatives, so wanted to stay helpful during those decisions.

Like many SaaS apps, the main alternative is a spreadsheet and lots of time. In fact, almost all of the data SegMetrics reveals can be found with a bit of pivot table magic. 

That’s why we openly suggest they try to DIY it. We first gently mention it in a couple of emails, with rough steps of how to do so. An email then includes the link to our in-depth guide of how to manually calculate the lead value of an opt-in magnet. 

Our good worst-case scenario is they spend two hours generating one KPI, appreciate having those numbers, but then look to SegMetrics to get it in a few clicks next time.

Really this is one big show-don’t-tell.

We could tell them “don’t waste hours trying to DIY this in Excel”, but instead we showed them the alternative and how much drudgery is involved.

This has a double effect of a) showing people that the data that we’re generating is trustworthy, because they can calculate it themselves, and b) that since it takes over an hour to get a single KPI manually, they should do it in a few clicks with SegMetrics next time.

Finally: pitching SegMetrics while addressing remaining objections

A couple of months after they downloaded the lead magnet, we go for a direct pitch.

We outline the trial in terms of what’s included and recap key insights they can find. It’s a nice friendly email, nothing overly clever.

Zach then had fun preempting common objections.

These are the typical concerns that leads have directly asked us or we suspect they won’t admit. We wrote an email to pre-empt each one and show why they should sign up anyway. These objections and counters were roughly:

Cautious it’ll take ages to set up? Talk about our free concierge service and how we walk them through the installation in a quick call.

Don’t want to yet more useless data? Similarly, we offer a free strategy call, helping them make meaningful decisions from their new numbers.

Considering popular alternatives? Link to our existing comparison articles, admitting the (few) cases when the alternative software is better suited.

To finish it off, we then had a short What’s Stopping You? email offering to discuss any concerns we have missed out.

DIY Guide #3: Removing sales blocks

Consider if there are common concerns that might stop them converting.

  • Have they had issues with competing services that you might replicate
  • Is there any nervousness about getting up and running?
  • Are there details about your trial or product that are unclear?

Then plan out an email around each one to help them get past that stumbling block.

Final notes

We’re happy to say that the lead nurture sequence is now happily converting at 187% what it used to, with some of the highest engagement rates we’ve seen — even 12 emails into the funnel. We even worked with Zach again on a similar educational approach for our onboarding sequence.

If you would like to test this strategy yourself, then the key steps are:

  • Consider the decision making state of new leads
  • Identify topics that will push your service up their to-do list
  • Plan out educational content to guide them into action
  • Pre-empt each objection with relevant content

Or alternatively, email Zach for help with your funnel:

DIY Alternative: Talk with Zach

Zach is a copywriter, specializing in landing pages and email sequences. He was instrumental in putting together the strategy we outlined in this article and so we’d highly recommend him if you are looking to improve your conversions.

You can find him here: Zach Goldie, Copywriter


Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

Refining Your List with LeadShield.io

LeadShield is Brandon Shelton’s 3rd SaaS. He has a proven track record as far as the marketing and growth of his products go. His latest SaaS is a product that must exist, especially for marketers, helping you understand the people on your list, and determine if they’re good leads or bad leads.

One thing I like about LeadShield is it’s not an all or nothing system. Their tagging and analytics allow you to identify bad leads and not just block them, but understand how those email addresses are performing and decide what to do with them.

In this interview with Brandon, we discuss:

  • The inspiration behind the creation of LeadShield
  • The surprising thing Brandon found in the process of creating LeadShield
  • The growth strategies Brandon’s used for his 3 SaaS
  • His use of Mechanical Sequences to plan his promotions
  • The importance of keeping customers happy and offering a great product
  • The two parts to effective email marketing
  • The benefit of segmenting your list
  • Why you want to collect the lead first and weed out the bad leads later
  • The importance of understanding your ideal target market when developing a SaaS

You can connect with Brandon:

LeadShield.io

Discount page: go.leadshield.io/databeats

On Facebook as Brandon Shelton – send him a friend request

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

Funnel Optimization Strategies: Josh Doody

Josh Doody is a salary negotiation coach who helps experienced software developers negotiate job offers from big tech companies. He also wrote Fearless Salary Negotiation: A step-by-step guide to getting paid what you’re worth. In this interview we discussed his strategy for funnel optimization for Fearless Salary Negotiation, including how he used SEO to grow his site visits from 150 to 100K.

In this interview, Josh and Keith discuss:

  • Josh’s offer and how his funnel is structured
  • How he uses RightMessage
  • Using SEO to grow his site visits from 150 to 100K
  • What happened when he switched from giving away 10 templates as his opt-in, to giving away 1 template and selling the other 9
  • How he utilizes his thank you pages
  • Why he shortened his funnel

You can connect with Josh at:

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

Planning the Perfect SaaS Launch: Userlist.io

Jane and Benedikt are long-time members of the SaaS bootstrapping community, and most recently the founders of UserList – which they launched to a crazy amount of grass-roots hype.

One of the most interesting things I saw from their launch (and I mention this in the interview) is that for about a week UserList was all I saw in my social media feeds. I wanted to sit down with Jane and Benedikt and talk about how that came about, how much was planned, and what they did to stay on track with a looming deadline, limited budget, and a brand new following.

In this interview with Jane and Benedikt, you’ll learn:

  • How to leverage the audience that you have (without abusing your personal relationships)
  • How they chose where to promote their launch
  • Why they used product hunt
  • Their decision making behind choosing to do card up front
  • Why they used ‘schedule a demo’ as their secondary CTA and how it worked out for them
  • Things they weren’t expecting to come out of the launch of the product and how people responded
  • The strategy behind what they chose as their freebie
  • Why they don’t like selling lifetime licenses

You can connect with Jane & Benedikt at:

  • Userlist.io
  • Jane Portman @uibreakfast
  • Benedikt Deicke @benediktdeicke

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

Outsourcing Work Costs More than You Imagine

So, you’re thinking about offshoring your talent or outsourcing work.

You’ve read all the books and articles about how it can save your business money. You’re know you can get a great deal on overseas customer service reps, virtual assistants or developers. After all, labor costs in certain countries are mind-bogglingly low. It seems like a no-brainer.

But before you do, you should know the truth:
Offshoring isn’t as cheap as you might think.

The problem is, when people look at labor costs, they only look at the per-hour rate they’re paying. They don’t take into consideration all of the other expenses surrounding an overseas hire. This is a mistake we see time and again in our consulting business, and it can be solved by knowing just one simple number:

Total Cost of Ownership.

Continue reading “Outsourcing Work Costs More than You Imagine”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Transform Any Product Into a Premium Product

Imagine if there was no difference in the quality of products you purchased.

You wouldn’t have the fun of buying clothes at a discount store or from a couture designer…There would be no difference in purchasing a Craigslist used car or a brand new luxury Lexus…And you’d get the same experience vacationing at a cheap hostel or a five-star resort. Continue reading “How to Transform Any Product Into a Premium Product”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Turn Your Book Into a Course

You published your book?! Congratulations!

Take a minute to let this sink in: People are paying to read the things you’ve written. That’s one satisfying feather in your cap.

And whether your book is a self-published ebook or a physical book on Amazon, it was a huge undertaking. Hours of work. Blood, sweat, and tears even.

(But hopefully not too much blood…)

However, now that it’s done, think about this:

What if your book could be something more?

What if you could take all of that work you’ve already done, and create an entirely new product from it…

Continue reading “How to Turn Your Book Into a Course”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

19 Places You Should Be Using Customer Testimonials and Case Studies

People talk a lot about the value of customer testimonials and product case studies. But they don’t often talk about WHERE you should put them. It’s not enough to stick a testimonial on your website and call it a day — everybody does that!

Testimonials and case studies are powerful tools to overcome customers’ objections. You can use them literally anywhere you’re trying to convince your customers to take action. Here are a few suggestions to help you think outside the box.

Continue reading “19 Places You Should Be Using Customer Testimonials and Case Studies”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.