When we decided to start a company to provide insanely practical resources to move the church forward, I knew we needed to use InfusionSoft to power the business.
We use Basecamp, Evernote, Google Apps and a few other tools (whole list here), but InfusionSoft is like the engine in the car. Here’s how we use the all-in-one sales and marketing software in real life.
- List Building. Michael Hyatt says, “I have literally built a multi-million dollar business on the strength of my email list. 90% of my income comes from it. Even today, my list is still my number one business priority – and asset.” Whether your business exists online or you’re a brick and mortar shop in a small town, you should build an email list. That’s why we set list building as our top priority. Nobody really wants to join another mailing list. But pastors and church leaders are finding a ton of value through our helpful giveaways and weekly newsletter. Each time someone downloads a freebie from our landing pages (like this one), we use InfusionSoft to automatically deliver it and offer even more help on the same topic.
- Shopping Cart. InfusionSoft powers our order forms and handles each transaction. When people purchase a digital product, InfusionSoft sends the delivery email. We also schedule follow up emails to help people implement what they purchased. Since every purchaser is tagged with a product-specific tag, InfusionSoft makes it easy to reach out to customers and make sure they have what they need, see how the product is working, or ask for a testimonial.
- Communication. Most people join our mailing list because they ask for a giveaway. And each giveaway or download is tied to a unique follow-up campaign. But when that campaign is over, we apply a #nurture tag so they continue to receive helpful broadcast emails. That means once someone has moved through our planned communication, we can still communicate with them when we have something new to offer. Most times, we segment the list based on activity or tags, but every once in a while, we send one message to our entire list.
- Ad Tracking. By connecting some financial data, we can measure the ROI of a specific giveaway, Facebook promotion or ad buy. Figuring our our customer acquisition costs and our lifetime customer value start with Infusionsoft. These are key numbers for us to track and they give us a picture of how the business is really doing. Just to keep it real, one of our paid email advertisements led to a negative 94% return. While I’m not happy about it, I’m glad I know that number. Most people wasting money on ads don’t know they are wasting money.
- Lead Scoring. This is one of my favorite features, because it tells us who the best leads are inside our system. All contacts are not the same, and Lead Scoring factors in click activity to tell us what leads are hot. The more people click on links in our emails, the higher their lead score. If it reaches a certain point, we can send a note or a gift.
Those are five ways we’re using InfusionSoft at Church Fuel. I’m a big believer in the software, but even more than that, I love the company and their heart to help small businesses succeed.