Keap Insider - Volume 1.3

Keap Insider - Volume 1.3

Volume 1.3

Meet the Tool Taking the Frustration Out of E-Commerce | 6 Simple Retention Tips for Lifelong Customers

Win $10,000 To Pour Into Your Business

Attend the Only Event Devoted to Elevating Keap Customers Nov. 3–5, 2021

At our exclusive hybrid event (attend in person or virtually), Keap’s founders and product leaders as well as fellow Keap customers, influencers, and entrepreneurial experts unite. Join us for presentations, strategy sessions, and networking opportunities designed to save you time and grow your business. Get the Same Value In Person or Virtually! • Watch all the same in person events, livestreamed right to your laptop • Live or remote, get all the same content from this hybrid event

• Online and in-person breakout sessions • Keynote and mainstage events for all • Networking options for both LIVE and virtual attendees

Register today by scanning the QR code!

See what Keap customers said about the last IKON: “IKON was such an amazing experience; we took away so many jewels we’re already implementing in our business.” –Chantel Henry, The Legacy Project “IKON, it’s the summit of all experiences.” –Mwale Henry, The Legacy Project

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Contents

6

Win $10,000 to Fuel Your Business!

8

A Lightning-Fast Way to Make a Slew of Sales

10 12 14 16

Vision as a Discipline

Be Prepared With These 12 Principles

Harness the Power of Your Big Idea

How to Systematically Scale and Grow Any Business

Meet the Tool Taking the Frustration Out of E-Commerce

18

6 Simple Retention Tips for Lifelong Customers

22

6 Ways to Boost Your Customer Retention

24

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From One Entrepreneur to Another

grows. Of course, we will continue improving to better serve you be- cause it’s all part of our “Why” and “What” ... and it’s just plain fun to get better and better. I hope you are enjoying the product and service innovations we’re bring- ing to you. If you haven’t seen all the enhancements to Campaign Builder, take a closer look. If you aren’t using automations, text marketing, pay- ments, or the e-commerce features we’ve introduced, you’re missing out. If you’re using our Pro edition and you aren’t using Checkout Forms to increase your sales, I hope you’ll start. If you aren’t joining Automation Hours or Keap Academy Workshops, you’re in for a treat. Truthfully, we’ve intro- duced so many things this year that you need to attend IKON to soak it all in and ensure you’re taking advantage of all the awesome features and ben- efits available to you through Keap. In the meantime, you can learn about some of the exciting things we’re bringing you by reading this and every edition of The Keap Insider. And if you’re a Pro or Max/Max Classic cus- tomer, you should definitely connect with your Customer Success Manager (CSM) to make sure you’re getting the most out of Keap. Your CSM is here to serve you and help your business grow. And, by the way, our CSMs are amazing! They’re getting rave reviews by those of you who are taking advan- tage of what our CSMs offer. One last note: If you’re like most entrepreneurs, your own company’s identity might be a little murky. I encourage you to get clear on your “Why” and “What” so you can serve your customers just a little better and enjoy the business growth that al- ways follows great customer service. Keep going, keep serving, keep growing. –Clate

The Why, What, and So What of Keap Late last year when we clarified our brand to the world — that Keap is sales and marketing automation (SMA) for entre- preneurs and their teams — some people did not understand why we needed to clarify things. Now, several months later, I want to remind you why we do what we do, what we are up to, and why it matters to you. Why We Do What We Do At Keap, “We liberate and empower entrepreneurs to strengthen families, communities, and economies.” That’s our purpose. We know entrepreneurs and their teams are working hard to achieve their dreams, and sometimes, it’s really hard. The truth is that the vast majority of small businesses have let go of their dreams. That’s not who we serve. We serve YOU — the small-business entrepreneurs and their teams looking for a better way to grow your business. You have dreams. You want to make an impact. You want a great business and a great life. You want to find your freedom. And when entrepreneurs like you are successful, the impact you have on your families, communities, and economies is inspiring. Now, here’s the real secret of why we do what we do: We know that sales and marketing automa- tion is the great game-changer for small businesses. And we are passionate about empowering entrepreneurs and their dreams. That’s why we do what we do. What We Do We help entrepreneurs and their teams automate their sales and marketing with our product, services, and the Keap Family of employees, partners, and customers. We’re on a mission “to simplify growth for a million entrepreneurs worldwide by 2030.” Our product line of Lite, Pro, Max, and Max Classic helps entrepreneurs and their teams grow sales and save time. The CRM, marketing, and sales features come together in one platform to help entrepreneurs grow their businesses. Automation is the “special sauce” of what we do; more specifically, automated follow-up is at the very heart of what we do. When small businesses follow up better, they grow. We love seeing our customers add contacts, leads, clients, and repeat clients to their business as they use our products and services to grow. Why It Matters to You When we got clear on all of this stuff last year — after the company had an identity crisis for a few years — we began serving our customers much better. Product quality improved. Regular monthly software releases became impactful. New service offerings were introduced. Not surprisingly, churn improved, and the company started building momentum. It’s so fun to see exciting product innovations and features being received well by our customers! It stands to reason — when a company gets clear on its target customer and understands its “Why” and “What,” customers benefit and the company

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Win $10,000 to Fuel Your Business! By Entering The IKON Annual Awards

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short-term successes they’ve had since joining us! To place in this category, you’ll need to highlight the success of your business’s metrics while also focus- ing on other short-term improvements like saving time and generating leads. Just like in the Entrepreneur of the Year catego- ry, the finalists for Rookie of the Year will be invited to IKON for a final battle on stage! We can’t wait to celebrate your rapid and substantial growth. To enter the IKON Annual Awards and throw your hat in the ring for $10,000, all you have to do is fill out a form and submit a video about your business’s successes at our website, Keap.com/lp/ikon-contest. Whether you’ve used Keap for one month or five years, you’ll have a shot at one of the two catego- ries! Of course, if you’d rather just watch the final showdowns at IKON, you’re welcome to do that, too. It’s not too late to sign up for the IKON Annu- al Awards and take advantage of the unparalleled networking opportunities, mind-blowing breakout sessions, rundowns on the latest Keap updates, and more. Snag your tickets to the live OR virtual event on our website through Nov. 1. In 2020, four finalists competed for Small Business of the Year, and Mwale and Chantel Henry of The Bestsellers Academy came out on top. The Bestsellers Academy grew by a mindblow- ing 300% during the COVID-19 pandemic and, as of the time of its win, had coached 6,800 people and helped more than 1,300 bestselling authors publish their work. Those numbers are incredible, but Mwale and Chantel also made their video stand out from the pack by introducing their business with a musi- cal number. Talk about entrepreneurial creativity! We’ll never forget Chantel’s moving speech when she accepted the award at IKON, and if you were there, you probably remember it, too. “The work, the hours we put in, were not in vain,” she said. “We’re really thankful.” We can’t wait to see you at IKON and celebrate your business’s growth and innovation this year! Our annual contest is the best way to show it off. Re- member, you can throw your hat in the ring today at Keap.com/lp/ikon-contest. We look forward to seeing you in the winner’s circle.

ere at Keap, we believe in liberating and empowering entrepreneurs. Some- times, that means giving away cold, hard cash! This November, our

team will hand out $30,000 in prize money to four lucky entrepreneurs at IKON, our Annual Customer Conference Nov. 3–5. The money will be split into four different prizes across two categories (Entre- preneur of the Year and Rookie of the Year), each with a first- and second-place winner. 1. Entrepreneur of the Year: $10,000 First Place OR $5,000 Second Place This category highlights long-term users of Keap products and features, like our Easy Automations templates, customizable forms, and game-chang- ing CRM software. To enter, all you need to do is highlight the impressive metrics you’ve put up and results you’ve achieved using Keap over the years in revenue generation, customer growth, and more! A panel of judges will select two worthy candi- dates from all entries. These finalists will have the opportunity to duke it out for the first-place prize on the IKON stage with the winner selected by at- tendees. It’s a battle royale no one will want to miss. 2. Rookie of the Year: $10,000 First Place OR $5,000 Second Place

This category is brand-new this year and gives new members of the Keap Family a platform to share the

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ALightning-Fast Way to Make a Slew of Sales Fill Your Calendar With A-List Prospects and Create a Sales Stampede

The Magic of Online Events (NOT Webinars)

I created this strategy when I worked for GKIC, the company founded by Dan Kennedy. We sold millions of dollars of products, and since then, my private clients have produced jaw-dropping sales, including the great Michael Rozbruch, who raked in $420,000 in a day. So, what is an online event? With a webinar, there is usually one presenter, typically shown in a small square on the screen or not at all. The presenter talks through the slides and makes an offer at the end. With an online event, slides are secondary to the presenters (or nonexistent), meaning the presenters are front and center. Did you catch that I wrote “presenters,” as in more than one? I modeled my online event system after infomer- cials . The most common infomercial setup is an in- terviewer asking questions to an expert in a talk show format. The interview format has many benefits: a It makes the online event seem more signifi- cant than a regular webinar. a It is easier on the expert. They don’t have to carry the whole show themselves and can an- swer questions they know the answers to. a It is better positioning for the expert because they don’t come across as a salesperson but rather a credible authority and celebrity . a It is more engaging for the viewers. If done correctly, the interview format is entertaining, fun, and dramatic. People will watch longer, leading to a higher closing percentage. a The interviewer can watch the audience’s response and change course when necessary,

B ill and his partners had a prob- lem. They had a seminar com- ing up with very few attendees signed up. Additionally, the event was expensive. STOP. Before you think, “I don’t do seminars, so this doesn’t apply to me,” the system I’m going to teach you works regardless of what you’re selling. Okay, back to our regularly scheduled programming. Since the seminar was around the corner, doing a complicated direct mail campaign wasn’t feasible. Bill asked me how to put “butts in seats.” I told him he should do a live online event. Note: This is not the same as a webinar. I’ll explain in a minute. We had one week to pull this together. We need- ed promotion emails, an actual script for the online event, a registration page, joint venture partners, and, of course, the event itself. Our goal wasn’t to sell seats to the seminar, but rather to set up phone consultations that would lead to selling the seminar. At the end of this article, I’ll share the results with you, but first ...

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which is difficult to do with a slide-based pre- sentation. For example, I noticed people were dropping off when my clients started giving too much detailed information, so I redirected our conversation with a question. a The interviewer acts as a representative of the audience and brings up objections they have, which the expert can easily answer. In a nutshell, an online event is done live in an interview format, with either no or a few slides. For the record, there were no slides for the online event we’re discussing here. That presentation was only 50 minutes long. (In the four-hour expanded version of this format, we do employ slides.) The Diabolical Secret No one other than my clients use the strategy you’re about to learn. But first, let’s go over the email promotion schedule. You want to send one email per day for four days leading up to your event. Say your event is on a Thursday. Email one would go out on Monday, email two on Tuesday, email three on Wednesday, and email four on Thursday, the morning of your event. (You will get a lot of last-minute registrations.) I’ve found that more than four days of email pro- motion is too much. People will get bored, and folks who register more than four days in advance are less likely to show up. (Please note that I am talking about the standard, one-hour live online event and not the expanded four-hour version. That’s a whole other ball of wax.) Okay, now for part one of the diabolical secret: You write one kick-ass email with rocking teaser bullet points and send out a variation of that same email four times. By “variation,” I mean a new opening paragraph for each email followed by the same text. Here is the big juicy secret: You send all four emails to everyone on your list, even to the people who registered. Read that again. It is worth a ton of DEEnero to you. Sending all four emails to everyone not only acts as a reminder to the folks who registered for the event but also reinforces their decision to sign up in the first place. Each email amps up the excitement level, which leads to a massive show-up rate. You do not have to create a video series, like most gurus teach, to keep people engaged. Instead, all you need to do is click “send.” How to Get Your Online Event Up and Running at Warp Speed

Dan Kennedy says that “money is attracted to speed.” As I mentioned, my client had less than a week, and we couldn’t afford any technical snafus. Earlier this year, I decided to do a last-minute webinar, and I didn’t have the time to set up a fancy landing page. Instead, I created an ultra-basic page. The page had only a headline, a brief description of the webinar, and a spot for someone to enter their name and email address. My opt-in rate was higher than when I used fancier pages. Thinking it was an aberration or maybe due to the topic, I used the same simple registration pages for subsequent online events and had similar results. Having a hot title for the online event is mis- sion-critical for registration, as are the emails that “pre-sell” the event. The bare-bones landing page would not work otherwise. For the reminder campaign, we sent an immedi- ate confirmation and then emailed 24 hours before the event, one hour before, and 15 minutes before. That’s all you need if you follow the email strategy I described earlier in this article. The Results We more than doubled the number of registrations for the live online event than my client typically av- eraged for webinars for a total of 383. a Our show-up rate was a whopping 65%. (That is crazy good.) The total number of attendees was 251. a Eleven attendees registered for the seminar immediately after the online event. (Keep in mind that our goal was to book consultations.) a All 40 slots for consultations calls were booked immediately after the online event. (My client had to open up more.) a I’m not at liberty to give you the total results from the consultation calls. However, I can tell you that my client did nine calls the day after the event and closed seven of them. In my client’s words, “The results are off the charts. This has been spectacular!” The bottom line is that an online event is a game-changer that can quickly generate a flood of sales. Kick butt, make mucho DEEnero! –Dave “The King of One-to-Many Selling” Dee Get a FREE hardcover copy of Dave’s book “Sales Stampede” and discover his step-by-step formula for selling more of your products and services with webinars and in-person group presentations. Go to DaveDeeBook.com

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A few months ago, I sat down with one of our Elite Entrepreneurs to every team member at Gravy. This included a non-negotiable Meeting Rhythm, leadership lessons, Slack messages, and a Vision calendar, to name a few. Casey was committed to being in front of his team and constantly beating the drum of Vision. It is this consistency that makes the Vision believable and easy to rally around, and it drives Gravy’s team to deliver impressive results. VISIO As a Discipline alumni to record a pod- cast episode discussing the changes that had to take place in order to By Brett Gilliland, CEO of Elite Entrepreneurs

continue on the path beyond $1 million in growth. Casey Graham is the CEO and co-founder of Gravy, a payment recovery solutions company with a big mission: They aim to recover $1 billion in revenue for the recurring-revenue businesses they serve by the end of 2023. Having built and sold one successful company already, Casey knew it would take a massive shift in the way the business is run — and in himself as a leader — to achieve the big mission ahead of them. He was aware that he could easily fall into the trap of swimming hard in several different directions, and without key strategies in place, his team would likely do the same. “For us, as we moved past $1 million — and reached $3 million in a nine-month span — we started building our Vision,” Casey says. “I used to think Vision was an epiphany, a statement, a talk, the sermon … but what I learned was that Vi- sion is a discipline. It is not ‘set it and forget it.’ It is a constant activity I had to prioritize and put on my calendar.” A leader of any growing company has three re- sponsibilities: Set the Vision, Build the Team, and Deliver Results. (See the Elite Leadership Model graphic to the right.) Casey and his team created channels to consistently drip the company’s Vision

Identify

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As part of this shift, Gravy leadership focused strictly on hiring to the Vision that became the foundation of their company. As new team members were welcomed aboard, many had expressed that their previous employers only cared about numbers and not about the people. Casey knew that was not the culture he wanted to take root at Gravy. ON Casey Graham

Company leadership can show care in many ways — this is just how Casey and his team at Gravy decided to do it. The payoff has been tremendous and has helped solidify the talent within the compa- ny as they work toward their big Mission. The ways you show care within your company will likely look different, but one thing remains the same: People always know when it is real or contrived. Your happy team members will lead to happy customers, and that leads to happy shareholders. When you set the Vision and build the team around that Vision, your company will deliver results. It is the care at the center that ties it all together to do this powerfully. Want to learn how to

The recognition that people are the game-chang- ers for a company and its customers is what helped Gravy sail past the $1 million mark. Valuing employ- ees as much as revenue goals found its way into the core culture. As you can see in the Elite Leadership Model, the concept of caring for your people is right at the heart of being an effective leader. “I know it sounds soft, and that’s the hard part about this. It doesn’t have a step one or a step two. It is like an aura; as people dig in, they realize it’s something they don’t have in their lives. I never would have thought of caring about your people as a strategic advantage, but it is,” Casey shared. Casey has built radical transparency into Gra- vy’s culture, and it has only served to build mutual trust and appreciation among leadership and team members. They have created a master’s degree type of training for their team because they want their team to grow — no matter where this growth carries them. The leadership at Gravy purposefully sought ways to demonstrate mutual trust and respect with every team member to ensure they never felt as if they were a cog in a machine. It isn’t by happenstance that Gravy has built a rep- utation as a genuine and thriving workplace, where team members rave about being valued despite their rapid growth. While many companies face the chal- lenge of losing an intentional culture as they scale, Gravy has defined “culture at scale” as one of their three growth strategies, where a meaningful 7% of their annual budget is dedicated to this effort.

grow your business be- yond $1 million without losing the heart and soul of your culture? Connect with us at GrowWithElite. com to learn more about

our methodology and how it can help you.

Brett Gilliland is the CEO of Elite Entrepreneurs, a company that spun off from Keap in 2018, specializing in giving $1M-plus business owners the knowledge, processes, and tools to grow to $10M and beyond. Brett spent 10 years helping Infusionsoft grow from seven figures in revenue to over $100M.

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BE PREPAR In a time of radical change, there isn’t a crystal ball or a magic answer. But even without being able to see the future, it’s clear there are opportunities in the market right now. So, the real question isn’t what is going to happen, but instead, what is the best opportunity? What should an entrepreneur do to maximize profits? Here are 12 guiding principles that will help you identify and

take advantage of all the opportunities that exist. 1 Make sure you’re capturing and nurturing your leads long term — not just for days or weeks, but for months and even years. Follow up online and offline with direct mail, phone calls, and text messages. 2 Make sure you have a system in place to retain existing customers. Newslet- ters are a perfect system, and they help in many of the other areas on this list as well. 3 Inspect what you expect from your em- ployees. In moments of quick changes, you need employees you can rely on to utilize their fullest potential in the right parts of your company. This is critical to other points on this list.

4 Focus on your sales team and lead-to-sale conversion. You have to have good num- bers here, and if the >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28

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