Full show notes for this episode can be found at https://jakehower.com/how-to-integrate-sms-marketing-into-your-campaigns-with-chris-brisson/
Today's show, we have got Chris Brisson from Automize.
Chris is the co founder of
Automize, a company which provides
marketing automation software,
which includes call loop, auto
webinar, and auto teller seminar.
Chris was also voted.
Best in class for online sales at
the ultimate market awards presented
by infusion soft at their annualconference infusion con in:
Chris, how are
Chris Brisson: you?
I'm doing great.
How are you doing Jake?
Jake Hower: Yeah, I'm fantastic.
This is an episode I was looking forward
to getting you on because basically you
run a company, Automize is a company which
offers marketing automation tools for
obviously marketers and businesses, a call
loop auto webinar and auto teller seminar.
So I'd love to speak to you today
about, how about integrating some
of these into the marketing funnels?
Chris Brisson: Yeah, I look forward to it.
I know we got a lot to
talk about with that.
Jake Hower: Let's give our listener
a little bit of context, Chris.
How about you give us a little bit
about yourself, a bit about your
backgrounds and how Automize came
Chris Brisson: about.
Yeah, the real quick story is 19.
And started selling rims and tires oneBay and this was:
about marketing, but ended up selling
the company a couple of years later,
but knew nothing about marketing or
selling or anything for that matter.
So I really went on like a quest
to figure out how do you sell.
How do you market and you know read
everything i could on my direct
response and just old school marketing
and then was like man there's gotta
be people online learning this stuff
for teaching this stuff and so that's
when i came across a lot of the people
that i'm sure you're familiar with.
Yannick Silver and gosh, Perry Marshall,
all these names and just got revealed,
heard about this whole world and really
just dove in deep to learn everything
I could about marketing and selling.
And through that process started, a
bunch of websites some information
products that were really successful,
very automated and started really
getting into the software side of things.
And we had a a replicated website system
a couple of years ago that was fully
automated, great business, and that
kind of funded the marketing education
and, I did product launches for clients.
And made them a lot of money and through
the process took a guy's business
that was like making 1, 000 a month
and he went on to make like half a
million dollars his first year and
I completely automated his business.
And so through that I was
like, man I like this stuff.
I like doing it for clients,
but it's not my business.
And I didn't have anything.
I know it's all said and done and really
through doing launches and building
campaigns and marketing, there was a
lot of loops or a lot of broken kind of
systems and one of the things that, we
were doing is we were automating email.
We were automating, as much as
we could, there were systems out
there that you could automate.
My, my whole goal is like create
just a very autonomous business.
And through that, I was like, man, we
wanted to integrate text messaging and
voice messaging into our sequences.
And so the idea that's where call loop
came from was the ability, Hey, we
want to add text messaging and voice
messaging into our marketing campaign to
reach people from all these different.
Angles and through that, and we created
auto tele seminar, which automates tele
seminars, and we have a lot of webinars
as well, but it really just came to that
down to the fact that we wanted this stuff
for ourself and we decided to build it.
And we wanted to just create a
business to where we didn't have to
necessarily be there to communicate
right from multiple channels or to
convert people to becoming a customer.
And that's where, auto teleseminar,
it allowed us to essentially automate,
making money, which was cool.
Jake Hower: fantastic.
You would call yourself more a
marketer than a software guy.
Chris Brisson: Yeah, I'm totally
more marketer than software.
The thing that really gets me excited
is marketing, creating campaigns and.
Writing copy, which, it sometimes can get
pretty laborious, but for the most part,
I'm very product driven and like user
driven and like, how can we create like
a kick butt product and make it simple?
And mix in like marketing into
that to grow the business.
So I'm very marketerish, but I'm very
product, like a very high emphasis on
creating a very simple, easy product.
Jake Hower: So with call loop, is this
something when you're creating it,
we already integrating SMS marketing.
Into your campaigns, or is this was
call it, born out of the fact you
wanted to trial it and see how that was,
going and what impact that was making.
Chris Brisson: Really called was born out
of like the frustration of not having it.
So there is some platforms out there,
but none of them integrated, right?
Cause at the time we were using a
Weber and we were using one shopping
cart and we're using PayPal.
And so the thing that I wanted
to do was, people aren't going to
text in a keyword to join my group.
They're most likely
going to buy a product.
They're going to opt in
on a web form, right?
To get it on the newsletter, or
maybe they're going to join a tele
seminar or join a webinar, right?
So I'm collecting information on
a lot of different places, right?
Customers in what shopping
cart subscribers in a Weber and
all these different platforms.
And so there was nothing that
integrated with those systems.
I was like, gosh, we need,
we need to build this.
And, we just started slowly and,
built the product for ourselves,
showed it to a bunch of friends.
And, they just, they really liked
it and they started using it.
And so it really just came out of
the frustration of not having that
because that's the problem that we
faced was, There was nothing that
integrated to make it seamless.
Jake Hower: I got you.
Can you give us some broad overview
stats of what impact SMS marketing has
in terms of, open rates cut through
for the market, et cetera, et cetera.
Chris Brisson: Yeah.
The interesting thing is, SMS and
voice messaging, for marketers.
It's really seen as a
Marketers maybe see it as, Oh, how can I,
pitch something or drive sales with it?
And you can, but the way you have to look
at it is how can I communicate better?
How can I, make these systems
easier or automate billing?
There's all things you can do with it.
And the things that really got
me excited was, there is no other
platform or communication channel
ever like in the history of the
world that is this effective, is this
immediate and is this cost effective.
So a text message gets
open 97 percent right?
If you were to send literally a hundred
messages, 97 of those people will open
the email or open the text and read it.
I have a.
Android phone but i had an iphone and i
have to eliminate the messages or else
they stay on my like desktop screen and
so you know with that effectiveness it's
like holy cow how could you not use this
the key is to use it effectively so the
other thing is that within 15 minutes
85 percent of those people will open the
message so when you talk about immediate
it Like messaging that you need to get
out when it counts a text is the way
to do it on the flip side of your send
an email open rates from 2007 to 2009percent in:
2 you know we're in 2013 so it's
like less than 8 percent so when
you're looking for a way to get your
message across and get it out there.
Hands down, there's no other
better way than a text message.
Yeah, that's brilliant.
And it works.
It's extremely effective.
So the cool thing with text is you can
put in a link so people can, if they have
a smartphone and they have access to the
internet through their phone, you can
put it in a link and people can click the
link and go to a webpage, or you could
put a YouTube link in the text message.
And because youtube is an app on
virtually, here in the states, every
phone, android, as long as it's
a smartphone they have a youtube.
So if you send a youtube
link, they click it.
Now I can pop up a video.
You can put phone numbers in it.
There's so many unique ways to
to use it to push out a message.
Now again, marketing is
just one way to use it.
It's really about effective communication,
Jake Hower: yeah, definitely.
And that's what we're going to
cover listener in today's episode.
We're going to run through and look
at how you can use SMS for traffic
for lead generation and for sales.
And to Chris's point, the key
here is how to use it effectively.
So Chris, why don't you kick us
off with how you can integrate.
SMS for traffic generation.
Let's focus on the perspective of an
Infusionsoft user both yourself and
myself are Infusionsoft users, but
you can certainly replicate what we
do with Infusionsoft in this example
with something like an Entreport.
Chris Brisson: for lead generation.
So there's a lot of ways.
So one is.
And what a keyword is basically
if you've ever gone to a concert
or here in the states, they're
all over, or your pizza shop.
You see the thing that says,
Hey, text, pizza to 3 8, 4 7
oh, or text Mike to 3 8 4 7 Oh.
So as a way to list build
it's a phenomenal way.
Now think about maybe most of your folks
are probably online internet marketers
and they go that doesn't work for me.
There's a company called julep and
julep sells nail polish, right?
Like women's products and they wanted
to build their text message list.
So what they ended up doing
is they did a simple contest.
And part of the contest actually didn't
do the contest they did it basically
an incentive to build their list they
get 50 percent off so hey text in julep
to three four seven zero and get 50
percent off right and so they had all
these people text in and five thousand
people within twenty four hours.
Opted in to get that now what does
that do well number one they got a 50
percent coupon which is a deadline within
seven days or whatever and it's gonna
drive sales so that's one way an online
business can use keywords now let's say
your speaker and you're in front of.
Three hundred people or a thousand people
or five hundred or whatever and you want
to because you're a smart marketer you
want to collect those leads or collect
that contact information from the people
in the crowd so a couple ways you can
do that one is pass flyers around two is
hey go to my website and opt in three is
like me on facebook or whatever four is.
Hey, to get the slides or to get
this extra bonus, break out your
cell phone, text me at Chris at:
So everybody in the room has a cell
phone and they can send a text message.
They may or may not be in front of
their computer and more importantly,
they're not going to fill out
a form and do all this stuff.
They're going to send a text message.
And so one of my friends Tyler Garns, he
it was actually the marketing guy, right?
The former marketing guy at infusion soft.
He's man, yeah, we use it every
time we went to to do an event.
We got like a 92 percent open rate
or 92 percent like opt in rate.
So if you have 100 people in a room,
he had 92 people in the room, break,
open their phone, text that in.
And what does that do?
He just built his list.
So hugely, wildly effective.
Now, if you have an offline business,
the same thing works, right?
Texting a keyword and that type of stuff.
You got to think about it like as
an incentive to get people to join.
Jake Hower: assume that you need to
ensure that the traffic source is the
most relevant for the type of meeting
you're asking them to opt in on.
So SMS works with live crowds.
I'm sure it would work fantastically
well at conferences as well,
and probably hazard a guess at
something like radio advertising
or potentially even TV advertising.
It'd probably work quite well.
Chris Brisson: Yeah, absolutely.
Any sort of like offline media,
keyword stuff works really well now.
You know for a for generating traffic and
so a good example how we use texting in
our business will be see a huge increase
in a lot of our customers as well as.
You know when somebody registers for a
webinar they register for tell a seminar
in this falls under the reminder category
because texting is a lot i mean it's
not just marketing but it's reminders
it's notifications it's alerts and so
what we found when we did our webinars.
And and Jake, I would imagine, there's a
reason why you created fused app, right?
And so one of the problems that we found
was that we would get a hundred people
to sign up, but like 25 people would
show up or 10 people would show up.
And so it came down to is if
we get more people to, if we
know our conversion rates.
How do we get more people to show
up to our event so we can show this
in front of more people to make more
money and it came down to sending a
text message sending a voice message
right and applying this multi channel
approach to communication to reminding
people and so the problem is when you.
Most people when they sign up for a
webinar, they go back to like their daily
life and they forget about it and and
people forget that they registered for it.
They didn't put it in there, I calendar.
They didn't put in their
They're just they're busy
doing whatever they're doing.
And so with the text message.
Some of our clients have seen like
40, 50 percent increase in attendance.
One of our clients, they see a literally,
I believe that the core number is
like 518 return on investment, or I'm
sorry, 518 percent return on investment
when they use a text message, right?
And they use them all the time because
it works when they don't use it.
They see a huge drop in
their attendance rates.
Because people just forget right
like they just forgot about it and
the reminder the friendly reminder.
It's not spammy or scammy, or
you're abusing it, but it's like,
Hey, we're starting 15 minutes.
Love to see you here.
Boom, and it gets people to show up.
Jake Hower: great.
A couple of things I'd love to
delve into a little bit on that.
I, in your pre webinar sequence,
when do you include SMS?
Three days out or is it just on the day
of the webinar you find is most effective?
Chris Brisson: Yeah.
And Ryan Dice was really
the one that kind of.
We're at traffic and conversion and they
use call loop and what they do best and
what we've seen works best is what we
like to do is, on the registration page.
In fact, we don't send people
to go to webinar like www3.
go to webinar, that link that they give
you, we actually integrate with plus this.
Which is a little app or whatever, but
basically we drive them to a registration
page, which is a infusion soft web
form, and we collect first name, last
name, email and optional mobile phone.
So once they opt in, they get put
into infusion soft and then we can
run sequences, tags, all that stuff.
Same thing goes for a Webber
call loop integrates with it.
So what happens is right away we
want to send them a text message.
The reason for that is we want to build
that communication right from the onset
the big problem we see a lot of people
make is they start building this list
they build this list and two weeks
later they send out a text message and
people like what's like who are you
why are you texting me and so right
from the get go it's just like an email
autoresponder right as soon as you sign
up boom you get an email hey thanks
for coming on board same thing with
the text boom send him a text message
and we say hey thanks for registering.
We'll send you a text message
15 minutes before on Thursday,
2 PM, July 20th, right?
Or whatever the date is.
And we actually merged that in
with like custom fields and stuff.
So we'll send it right away.
And then the day of the event, what we'll
do is we'll send out a voice call, a
voice broadcast, which is basically an
automated phone call to them 30 minutes
before the reason we do a voice broadcast.
I'm in actual fifteen minutes
before the webinar starts we send
a text as well but the reason we
send a voice broadcast is because.
When people register for the webinar,
I'm under the assumption that
they're not going to give me their
mobile phone, so a text message
can only reach cell phones, right?
It's impossible to send a text message
to a landline, so we want to cover
100% Of those phone numbers with our
communication message right with our
message about hey the webinar starting so
we send a voice broadcast thirty minutes
before that basically says hey it's
chris you signed up for the xyz webinar.
Let's know we're gonna be starting
about 30 minutes so I just sent you
an email it has a link in there.
In about 15 minutes, you'll get a
text message as well, just another
friendly reminder and I look forward
to having you on board for the call.
So thanks so much and
we'll see you real soon.
Nothing weird about it.
And then 15 minutes later, just
like I said, they'll get a text
message and a text message again.
Hey, it's Chris.
Just another reminder.
We're just starting 15 minutes.
Looking forward to seeing it.
And that's what we find works well.
And then we've tested immediately
right when the webinar starts.
Which works well as well, but just to
preframe people, because again, they
may be busy doing something else.
We want people to set aside the
time and actually, get ready
to show up for the webinar
Jake Hower: brewing and pot Bay of that,
which is I guess almost covered that
last text message about 15 minutes prior.
Do you include the dial in details
for the webinar, or is it simply just
a reminder to go back and check your
emails or to log in 15 minutes time?
Chris Brisson: that text, we just
say, Hey, we're starting in the
XYZ webinar starting in 15 minutes.
I just sent you an email with
your login link, see you soon.
And so we just, again,
it's all through infusion.
So we send that automatically.
But we don't include a call in number.
Now, if it's a tele seminar, it makes
sense to do that, but the webinar, because
it's visual, they need to see the link.
Now, one cool thing is a go to
webinar actually has a an app.
So what you could do is you could.
Drop in the go to webinar url which is
unique for that contact and they can
view it on their phone the reason i don't
want that is i've attended webinars on
my phone it's very passive right like it
doesn't it's it i don't I literally in
one click, I can just get off of it, so
we don't want necessarily people if they
want to get on their phone, they can get
on their phone from their email, but I
don't want to drive people from the phone
for them to click on the link for them to
hop on for 2 minutes and then, hop off.
So it's what we do that
Jake Hower: makes a lot of sense.
I guess the call to action in the
webinar you're holding a little
bit harder to perform the call
to action from a phone as well.
Chris Brisson: Absolutely.
Jake Hower: Yeah, absolutely.
So let's keep going along the line.
Where next, where else do
you integrate SMS marketing?
Chris Brisson: it's really cool things.
Now we use it with like
So for example, we have
a membership, right?
And people sign up, they pay per month.
In any membership, you have
credit cards that fail.
And, in order to keep on top of that,
fortunately we use Infusionsoft.
But what happens is cards fail and, we
send an email, we do all that stuff and
most people may not do anything at all.
But what we do is when a card fails.
During the hours of, regular business
hours, from nine to five, nine to
six, we send them a text message and
just say, Hey, we noticed there's
a problem with your credit card.
Call us at, 888 230 337
and we'll get you set up.
We can even do a voice broadcast
call and says, Hey, it's Chris.
Just notice your credit card was having
some issues to keep your account active.
Go ahead and press one.
Press one now and to get
transferred to our support team.
So you can do a voice broadcast.
We call this call transfers So when you
do that voice broadcast You can set it
up to where hey again, hey, thanks for
calling to get transferred to billing.
Go ahead and press one once they
press one, then they get redirected
to our phone and somebody picks it
up and they can take care of them.
So building automation is huge.
In follow up sequences,
appointment reminders, right?
This is a big one.
So if you have any service business or any
business that revolves around appointments
and people showing up, There's probably
a huge problem you have a people not
showing up and that means like you're
losing money and people just forget they
have stuff going on like you know we're
human so you know a great way to do it is.
You know we actually set up a campaign
i was talking to a customer of ours
yesterday and help them get this going
was you know when somebody sets up an
appointment send a text message right
away right just again let them know.
Here's your appointment date you're
confirmed boom so they have that in
their text message so they can always
go back to it to remind themselves right
next two days before the event send
a text message or even a day before
the event sentiment other text message
page want to know your appointment
on july thirtieth tuesday at two p.
you know is tomorrow and then
the day of you can send a text.
That says hey your appointment
is today at four p.
you know call our office at five five
five if anything changes right so and you
see a huge increase in people actually
showing up and you like massively
decrease no shows which today is.
That makes you money, right?
And so that's a process you can
automate to drive more people
to show up for the appointments,
Jake Hower: yeah, I was just
going through my head, looking at
all the different possibilities.
I'm one that comes straight to
mind is potentially following up
of hard bounce email addresses.
Sounds like a fantastic way to
automate that process as well.
Chris Brisson: Yeah actually the guy was
talking to yesterday he actually the dog
fence business and when somebody fills
out a web form he collects first name
last name email and phone number and we
actually set this up yesterday so what
happens is when they're in that sequence.
And you can set this up in
infusion, basically it's
email automation or something.
So if it hard bounces, send
them a text message, right?
Or apply this tag and that tag
then triggers that sequence,
which sends that text.
So we just set that yesterday.
Cause I asked him, said, how many emails
do you get and how many of them are fail?
He's man, we probably get
maybe 10 percent fail.
But they give us valid phone
numbers and it's not their fault.
They just maybe mistyped it or whatever.
And so that's a, yeah, that's
another cool way as well.
Jake Hower: I could just
see it straight away.
Text message straight away voice
broadcast a day later or something.
And then a task for a consultant to follow
up if they haven't confirmed by then.
Chris Brisson: Yeah.
1, 1 cool thing.
I'm sure, Jermaine Griggs,
but do you know Jermaine?
So he he has a really cool strategy
and I learned this from him.
We actually applied to.
All of our stuff right because it's
just it works until he does is after
two days after somebody purchases he
gives me a call and he gives me a call
and you know the cool thing with call
loop is you could play unique messages.
Based on if they pick up the
phone, they see if it's alive, real
person, or if it goes to voicemail.
So think about that, right?
Here's what Jermaine does is when
somebody picks up the phone, obviously,
they know it's a recorded call.
So you might as well just come out and
say it and say, Hey, it's Jermaine.
Obviously, it's a recorded call, but.
Hey i was just going to the orders
once i think so much about now it
goes to voicemail what your pain
does is funny but it's personal and
so you like tickles babies rustling
papers around you just making it sound
like very normal and just like he
called that customer and automated.
And he's Chris, he's you wouldn't
believe how many of our customers
call the office wanting to speak
to me because they just got a phone
call from me and they missed it.
That's just, it's a cool way to.
You know extend the personality in your
business right when nobody is doing
anything besides maybe just sending
you an email you know you need to
stand out and that's how you build you
know a community it's a little culture
you know that's how you build the
personality in the business and today
that's how people get to like you.
And we all know it comes down to people
do business with people that they
know and trust, and the more trust
and likeability you can build into
your business, it's just going to,
it's going to work way better for you.
Jake Hower: That's brilliant.
What other applications do you use it?
How do you use it for for instance, for
sales, is it more just a, about what
we've been talking about here and just
building that trust to the point of sales,
or do you actually have a set way you
can use it to increase sales as well?
Chris Brisson: Yeah.
If you think about it
again, it's super powerful.
So in the juleps case, they number one
gave a great incentive, 50 percent off,
which is awesome on a physical product.
And so they built their list
huge and they drove sales, right?
You got a coupon.
Use it and or else it ends in seven
days so i remember andy jenkins from
stopper net are you familiar with
andy i'm sure you are right video
bus yeah there you go so handy when
he still has this company i think.
But he sold like swords and
just geeky, nerdy products.
But but anyhow, on his site, I rememberhe said, Hey, this is in:
and on the right side of his website
on his swords website said, Hey, opt in
here to get 10 percent off right now.
He would get all these new leads
to come in and he would give them
a 10 percent off coupon, right?
Great way to, Convert a visitor to a
lead and then into a customer i give an
instant discount so the same thing can
be done for you right it's give somebody
some sort of incentive to join your list
to buy your products to give you money.
You know the hardest part the hardest
way to grow your the hardest thing
in any business is to acquire new
customers and when you know you can
give a little incentive to get people to
make a purchase or become part of your
process, you need to do that, right?
You need to go out of your
way to make that stuff happen.
And with a text message, here's what
happens when you start to build that list.
You have both sides you have if you
have a hundred people and you send a
text message to them ninety seven of
those are going to get that message.
On the flip side, you send 100
emails, maybe eight will open
and one will click and then you
have the conversion on that side.
So when you go from straight text right
in the inbox and in the text message,
Hey, this could be for your own.
Customer list let's have a new offer a new
discount or a new product that's launching
and you wanna push people drive sales
guess what you have a hundred people in
your text message list or ten thousand
people you know you can send email but
same time what's the return on investment.
For those channels emails free right
the text messaging you know if you
invest sixty bucks to make three grand
like you do that all day long because
it's that effective so when you have
a list what do you, you mail the list
and that's how you're gonna generate
money right a good example and this
is going to the webinar side but.
Jack born works for Perry Marshall.
He's the marketing manager there.
And they do webinars and stuff
and they had that problem where
no one would show up and whatever.
So there's a cost to doing
text messaging, right?
That's just part of the deal.
At such a cheap rate, it's
definitely worth it because
of the effectiveness of it.
So they would invest 60 bucks.
And they would make 3000.
So they invested 60 knowing that it's
going to convert, it's going to bring more
people and it's going to make more money.
Really that's like the easiest way to
do it is just send an offer, right?
Or give them a discount.
Tell them about your new product.
It's just like your email list,
except you don't want to abuse it.
You want to keep that channel open.
So a good example of that is it stopped
me if I'm like blabbing, but there's
so much cool stuff to talk about.
Is Jermaine Greggs, right?
Again, what he does is to build his
text message list is after you opt in
on his website and the next page, he
says, Hey, join my mobile music Monday.
Like he teaches like play by
ear, how to teach people how to
play guitar and piano by ear.
It's actually opt in the next page he
asked them for their mobile phone number
so you can send them a mobile music monday
because you may not want to ask for the
phone number on the first form because
it's gonna probably lower conversions.
Right maybe just wanna get email only
and then after the next page you can
ask for it that's what you mean does
every monday he sends him a little
hey here's three chords but what
he doesn't do he doesn't abuse that
channel right what a lot of people
may do is they may just hammer there.
Mobile phones of their customers that
are clients and people they tarnish
that relationship and so by offering
the value of every monday you get a
new cord from jermaine he keeps that
loop open so when it does come time
to baby promote a new product or to
recommend something or to drive people
to a new launch funnel or something.
He has it open because he's offered value.
And he hasn't abused it.
So that makes sense.
Jake Hower: It does.
It all sounds fantastic.
And to me, it just sounds like there
isn't a reason you shouldn't be using
SMS in your in your marketing campaigns.
Chris Brisson: And you, obviously
you want to use it sparingly.
It's not something you're going to.
Use every day because, it's
it's in everyone's pockets.
And if you're that annoying pest in their
pocket, that's going to relate to online
and you're not going to make too many
Jake Hower: friends.
Hi, Chris, you've shared a whole
heap of awesome information, heaps
of takeaways for our listener.
Where can they go and find out a
little bit more about you, about
CallLoop and about your other products?
Chris Brisson: Yeah, absolutely.
They can go to callloop.
So either two L's or three L's, thank
God we got both those domains call loop.
com C A L O P, and they can go
there or our hub is automize it.
So A U T O M I Z E I T.
Jake Hower: com.
That's great, Chris.
Thank you very much for coming on today.
I've certainly appreciate it.
And I know our listener will as well.
Chris Brisson: you.
Thanks so much, Jake.
I appreciate it.
Hope for, hopefully, we've got
some great value out of it.
So thanks so much, man.