TRADING PLACES IN BUSINESS: Marketing Automation
for a upcoming book release
and related workshop event. 

THE CLIENT

The CEO of vNacelle, Elizabeth Ledoux and Laura Chiesman of First Wave Financial are finishing up a book relating to Business Transitions called “Trading Places In Business.” They came to me to create an integrated website for book pre-orders as well as having content relating to workshops they are also doing across the U.S. called “The It’s A Journey, Business Transition Workshop.”

THE PLAN

After working out the Campaign Strategy, we started creating and linking the various online Brand Assets to accomplish our goals. We used the DIVI framework to build the site making sure we clearly communicated CTA’s(Call To Action). Always keeping in mind the Customer Journey as they progress through the two pages. The ultimate goal of this campaign is to communicate the books “Coming Soon” status and provide a landing page for the related event, which also displays when there is an upcoming event.

AUTOMATION

Using the vNacelle Keap/Infusionsoft (screenshots below) account we created two integrations, one for the book to pre-register, and two for the event registration page. This automation links the viewer to the Infusionsoft CRM where automated systems are used to Double Verify people being added to the lists and then can accomplish a variety of programmed tasks within a mappable workflow.

Keap (formerly Infusionsoft) is a private company that offers an e-mail marketing and sales platform for small businesses, including products to manage and optimize the customer lifecycle, customer relationship management, marketing automation, lead capture, and e-commerce. It is based in Chandler, Arizona.

METRICS

Metrics for each campaign are provided by the CRM on the campaign landing page in Infusionsoft. You are also able to see how many people are at each stage or milestone of the workflow.

ON-GOING

Since the event’s display is through the infusionsoft system adding new registration links as they are available is the only thing needed to integrate the new event date. In addition to the automated processes in the Infusionsoft workflow, There are also a number of tools that allow you to manually accomplish the same tasks the system does. Finally, when the book is released the eCommerce system can easily be integrated into the website with any additional promotional content and also linked into Google Analytics and KEAP for appropriate tracking and automation.

HOW WE HELP YOU

I say we and speak of the work I do in that way because I work with a cadre of highly qualified professionals all over the United States & Canada. We work together so we can do more for the people we work with! Which hopefully is or will be you…give us a call today and let us see how we can help you better communicate the Value your Brand brings to the World.

My best to you all,

Kevin Ward

Kevin Ward Creative & Dynasty Consulting

KEAP / INFUSIONSOFT Screen Shots