Julians’ Blog. Topics include HighLevel and marketing.
If you have customers who you would like to send certificates or other documents too then you will find this short video by Greg Jenkins of Monkey PodMarketing really useful.
So say you want to send someone a certificate once they complete a course. Or really you could use this any time you want to send someone a document that they could print out.
All you require is Keap / Infusionsoft, Zapier and Google Slides.
Watch the video – How to create certificates automatically with Zapier.
Are you an ActiveCampaign user in the UK looking for ActiveCampaign consultancy and implementation help?
Since 2009 I have specialised in marketing automation using tools such as MailChimp, Keap / Infusionsoft and ActiveCampaign.
What I have found working with hundreds of small business clients is that before choosing any system it is essential that you have a clear strategy that will effectively guide you through the process of setting up your marketing automation.
And this strategy ultimately defines which marketing automation platform will be best suited to your needs. For my small business clients who want to do sophisticated marketing then they tend to go with Keap / Infusionsoft, however, I do have a number of clients for whom ActiveCampaign is better suited.
I now work with a select number of ActiveCampaign clients to first develop a marketing strategy and then assist with the ActiveCampaign implementation.
Interested? Let’s schedule a 15-minute discovery call to see if there is a fit. Schedule discovery call.
Cheers
Julian
Marketing Automation Photo by Campaign Creators on Unsplash
My first experience of an escape room was at Moviescape in Stockport. I was really impressed. But, being a marketer, it also got me thinking about what happens before and after the game. How many people enquire but never book? How many group organisers could bring another party? How many players enjoy themselves, leave, and never hear from the business again?Your escape room may already have specialist software that manages room availability, game times, group sizes, payments and waivers.
If that system works well, there may be no reason to replace it.
Booking platforms serving the escape room industry include:
Yes. It would be misleading to suggest that specialist escape room booking systems have no marketing capabilities.
Some already handle promotional codes, customer reminders, review requests and post-game follow-up. Buzzshot, in particular, extends well beyond booking administration.
The question is whether your existing setup delivers the complete marketing and sales process your business needs.
For example, do you have a consistent process for WhatsApp enquiries that have not yet become bookings? Can you track corporate proposals and staff follow-up? Are previous players receiving relevant invitations to organise their own events? Is your social content planned alongside your customer campaigns?
HighLevel can provide a central CRM, communication and automation system around those requirements.
The right approach is to let your booking platform manage the operational tasks it handles well, then use HighLevel for the additional marketing and sales processes that will benefit your business.
We would first review what your existing software already does. Then we would decide which system should handle each message and task, avoiding duplicate reminders or unnecessary complexity.
Any connection between HighLevel and Bookeo, Resova, FareHarbor, Buzzshot or another booking platform needs checking individually. Integration options, accessible data and subscription requirements vary. A direct, ready-made HighLevel integration should not be assumed.
Organising an escape room often involves a few questions before anyone books.
“Can you accommodate eight people?” “Is this room suitable for children?” “What options do you have for a work outing?”
A WhatsApp button on your website gives visitors a convenient way to start that conversation. They can ask a question while checking plans with friends, family or colleagues.
With WhatsApp connected to HighLevel, your team can manage those enquiries alongside other customer conversations and build a follow-up process around them.
You could use WhatsApp to:
WhatsApp can support the whole customer journey, from the first question to the next booking.
Someone asking about a birthday party should receive different information from someone planning a corporate event. The aim is to make the conversation useful, personal and easy to continue.
You can also read about adding a WhatsApp option alongside your website enquiry form.
Some customers are ready to book immediately. Others are comparing venues, checking dates or waiting for the rest of the group to respond.
If someone sends an enquiry and receives one reply, the conversation can easily go quiet.
A HighLevel follow-up system could:
For example, a birthday organiser might appreciate information about age requirements, suitable rooms and how payment works.
A corporate organiser might need information about accommodating several teams, catering or invoicing.
Good follow-up answers the questions that stand between an enquiry and a booking.
When a group books an escape room, the business often only has the organiser’s details.
That leaves one person responsible for passing everything on. Arrival instructions, parking information and reminders can easily get lost in a group chat.
Instead, you could invite the organiser to share a player registration link. Each participant enters their own details and is linked to the booking.
Within HighLevel, each person you want to message would have a contact record. A Booking custom object could hold information such as the room, date, time, reference and booking status.
The organiser would be associated with the booking as the Booker. Participants would be associated as Players. The organiser can have both roles without needing a duplicate contact record.
Where more detailed visit records are needed, a Player Participation custom object could record a person’s attendance and link them to a particular booking.
Custom objects help organise the booking and player relationships. Messages are sent to the associated contact records.
With the appropriate setup, players could receive practical information through email, text or WhatsApp, including:
The booking system needs to provide reliable information about changes and cancellations. We would also check which reminders it already sends.
A player who attends with friends might return with their family, arrange a birthday party or recommend your venue for their next work outing.
Capturing their details directly creates the opportunity to build that relationship, rather than communicating only with the original booker.
A future message could be as simple as:
“You’ve played the game. Now bring your own team.”
Player registration should clearly distinguish practical booking communications from permission to receive future promotional messages.
Once someone has completed an escape room, they may have little reason to play that same game again.
Your marketing needs to reflect what they have already experienced.
Where that information is available, HighLevel can help organise customers according to the rooms they have played and the experiences they might enjoy next.
For example:
“You escaped our first room. Are you ready for your next challenge?”
That message could introduce a different room, another venue or a newly launched game, with a link to the relevant booking page.
You could also distinguish between first-time visitors and regular players who have completed several of your rooms.
Email and appropriately opted-in WhatsApp campaigns can then carry recommendations that make sense for that customer.
A corporate booking may involve more discussion than a standard online reservation.
The organiser might need to confirm group sizes, simultaneous games, dates, meeting space, food, pricing and payment arrangements.
These enquiries can get lost between emails, WhatsApp conversations, phone calls and staff handovers.
A HighLevel sales pipeline can provide a clear process:
New enquiry → Requirements confirmed → Proposal sent → Follow-up due → Booking confirmed
Your team can see who is responsible for each enquiry, what has been discussed and which opportunities need attention.
WhatsApp can make it easier to answer a quick question or continue a discussion with the organiser, while email can carry a more detailed proposal.
After the event, you can plan an appropriate follow-up about future team activities.
One corporate enquiry could become an ongoing customer relationship, provided someone keeps in touch.
Why let the relationship end when the game finishes?
An evergreen marketing programme can keep your escape room in customers’ minds throughout the year.
Once eligible customers join the programme, they receive a planned sequence of useful, varied messages. You do not have to start from scratch every time you want to promote the business.
The sequence could introduce:
Email can provide the backbone of the programme, with selected WhatsApp messages where customers have opted in and the channel suits the message.
Previous bookers and previous players may need different communication. A booker already knows how to organise a visit. A player might need encouragement to take the lead.
Seasonal campaigns for Christmas, school holidays and new room launches can run alongside the evergreen sequence.
The programme should account for recent bookings, completed rooms and communication preferences. Customers who unsubscribe should stop receiving the relevant marketing.
The aim is a useful, ongoing relationship that gives people reasons to return and bring someone new.
If your busiest sessions sell themselves, your marketing effort may be more valuable elsewhere.
Perhaps you want more weekday bookings, more corporate groups or more visitors during a quieter season.
Instead of discounting every session, you can create campaigns around the bookings you actually want.
Examples might include:
HighLevel can help deliver and follow up those campaigns through your chosen channels, including email, WhatsApp and social media.
The campaign should direct customers to your booking system, where current availability, prices and any promotional codes are confirmed.
People choosing an escape room want reassurance that it will be enjoyable, well organised and worth booking.
Customer reviews help them judge that.
HighLevel can support review requests through email, SMS and WhatsApp, with the appropriate channel configuration.
Once a completed visit is recorded, you could send a simple message:
“Thanks for playing today. We hope your team enjoyed the challenge. Would you take a moment to leave us an honest review?”
The timing should fit your operation. Requests should not be sent for cancelled bookings or visits that have not happened.
You can also remind customers to keep their reviews free of puzzle spoilers.
If your existing escape room software already handles review requests well, we would review that process before adding another one.
Straight after a game, players have something to talk about.
They remember the teamwork, the surprises and the moment they escaped, or narrowly missed out.
That makes your venue a natural place to invite a short video testimonial.
You could create a small, branded recording area with good lighting, a phone stand and a QR code linking to your testimonial collection page.
HighLevel’s Video Testimonials feature provides a way to collect customer videos through a shareable link and display selected submissions in website review widgets.
Keep the prompts simple:
For players who prefer to respond later, you could send the collection link through email or WhatsApp.
Participation should be optional, with clear permission covering where you can publish the video.
Real players describing their experience can help prospective customers picture their own visit.
With the necessary permission, those videos can also provide valuable material for your social media campaigns.
Escape rooms have plenty of potential social content. The challenge is finding time to publish it consistently.
HighLevel Social Planner lets you prepare and schedule posts across connected accounts, including Facebook, Instagram, Google Business Profile and other supported platforms, from one calendar.
Your content could include:
You can prepare a batch of posts in advance, then add fresh customer content as it becomes available.
Social Planner also supports recurring posts, which can help keep useful evergreen messages in circulation. Content should be varied, and offers checked regularly to ensure they remain current.
Available post formats and publishing options vary by platform.
Your social content, customer follow-up and booking campaigns can work towards the same marketing objectives.
When your team is welcoming players, resetting rooms or running games, answering every phone call can be difficult.
HighLevel’s missed-call text-back feature can acknowledge an unanswered call and invite the caller to continue the conversation.
A simple message might say:
“Thanks for calling. We’re currently helping a team with their escape room experience. Reply with your question and we’ll get back to you.”
Your website can also offer WhatsApp as another convenient way to enquire while staff are busy.
The important part is what happens next. Your team needs a clear process for handling replies, assigning responsibility and following up.
Each stage needs to reflect your booking process, the information available from your systems and the customer’s communication permissions.
WhatsApp is a particularly useful option for the conversations involved in organising a group activity.
However, a booking or registration does not automatically give permission for every future promotional message.
We would configure WhatsApp around its opt-in and template requirements. Business-initiated messages outside the customer service window require approved templates.
Customers should be able to choose how they hear from you, and practical booking communications should be clearly distinguished from ongoing marketing.
The first question is: where is your escape room business currently missing opportunities?
Are enquiries going cold? Are corporate proposals being forgotten? Do past players never hear from you? Are quieter sessions difficult to fill?
That is where we start.
At MarketerM8, Atticus and I take a strategy-first, “Done With You” approach. We review your existing systems, identify the priorities and create a Marketing Automation Plan before building.
We also train someone in your team to become your CRM Champion, so you have the knowledge to manage and develop the system.
I have previously worked with a UK nationwide paintball business, which gives me relevant experience of marketing group activities. The escape room examples in this article describe systems we could build, rather than results from a claimed escape room case study.
You can read more about how I help businesses with HighLevel, or explore our customer reviews and testimonials.
HighLevel can help manage enquiries, follow up with organisers, communicate with registered players, collect testimonials and market to previous customers. Its value depends on your objectives and the capabilities of your existing systems.
No. If your existing platform manages your bookings well, the starting point can be to retain it. We would assess where HighLevel could add useful marketing and sales processes alongside it.
Yes. Features vary, but platforms may include promotions, reminders, follow-up, email marketing integrations and automation. Buzzshot also provides player-focused marketing tools. We would review your existing capabilities before recommending additional systems.
Potentially. We need to check the specific platform, subscription, integration options and accessible data. Bookings, changes, cancellations and player records should all be considered. A direct integration should not be assumed.
Yes, provided they have their own contact records, suitable contact details and the appropriate communication permissions. They can be associated with the booking as players. They do not need to have organised or paid for the event.
Each person you want to message should have a contact record. Custom objects can hold booking or participation information and link it to those contacts. Simply storing an email address in a custom object does not make that record a messaging recipient.
Yes. With WhatsApp connected and configured appropriately, it can support enquiry conversations, booking-related messages and opted-in marketing. Automated messages must follow WhatsApp’s service-window and approved-template requirements.
Yes. Eligible previous players can receive relevant campaigns encouraging them to return with friends, organise a birthday or arrange a corporate event. Their previous visits can help make those messages more relevant.
Yes. Its Video Testimonials feature provides a shareable collection link. You could display a QR code at your venue or send the link afterwards, then showcase selected submissions with the appropriate publication permission.
Yes. An evergreen programme can provide ongoing follow-up, with seasonal campaigns alongside it. The system should account for recent bookings, completed rooms, customer preferences and unsubscribes.
If you run an escape room and want to turn more enquiries into bookings, bring players back and spend less time chasing, let’s discuss what would make the biggest difference.
We can review your booking software, your WhatsApp enquiry process and the opportunities to build better relationships with both organisers and players.
Book a 20-minute Discovery Call
HighLevel Consultant & Marketing Automation Strategist
Julian Mills helps business owners automate lead generation, sales follow-up, customer communication and business processes using HighLevel and MarketerM8. Since 2009 he has helped businesses implement CRM, marketing automation and AI-powered systems that save time, improve customer experience and generate more sales.
About Julian
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There are 4 fundamental natural laws of sales and marketing. When you are aware of these laws then it enables you to construct your marketing activity to address these laws and so increase you sales and marketing success.
Law 1
As you attract people to your offering only about 1 to 2% (1 or 2 out of a 100!) are ready to buy today.
These 1 – 2% are the low hanging fruit. These are the ones all salespeople love. (My record is 17 minutes on the phone to get the sale selling Keap / Infusionsoft to a hot prospect who was ready to start).
To many companies this is all they know. So they spend money advertising and generate sales – and are happy with that. But they never realise that they are leaving most of the money on the table by not tapping into the 98% of enquirers who may be a buyer in the future.
Law 2
50% of business is won by the company that makes contact first. If you receive an enquiry via your website how soon do you follow up? It should be immediately. Not tomorrow or next week, but immediately. Any later and the chances are you will have already lost out to your keener competitor.
Law 3
80% of sales occur between the 5th to 12th contact. How many times do you reach out to follow up with prospects? Are you letting sales slip through your fingers by not following up?
(My record is 3 years from enquiry to sale. Because I am set up to make the follow ups consistently over time.)
Law 4
48% of sales people never follow up with the prospect. And only 10% of sales people contact prospects 3 or more times.
When you understand the above laws then you will see in your own business how sales are being lost – and costing you money. Every time you are spending money on Google Adwords or Facebook ads you will appreciate how much of that spend is being wasted.
So what can you do to address these natural laws?
Well you can beat yourself or your salespeople over the head (metaphorically of course!) and tell them to do a better job and hope things change. But you will find this “hope” sales and marketing soon fails as you and staff fall back into bad habits. And I understand why – we are all busy and stuff happens and that hot lead eagerly written on a Post-It and stuck to the side of the computer gets forgotten and quickly goes cold.
The key to success is to systemise and automate your sales process so that there is a planned route that all enquirers and prospects will go through and they will not “drop between the cracks”. In this technological age of course there are software and apps to help us achieve this and enables us to tackle the 4 Natural Laws of Sales and Marketing.
So if you are a large, corporate-type enterprise you have probably heard of SalesForce which is an ideal solution for larger companies with sales teams and a healthy marketing budget. Then for smaller, more entrepreneurial businesses where costs are a factor then the leading software is Keap / Infusionsoft (of course I would say this!).
I am a Keap / Infusionsoft Certified Partner because I believe it is the best solution for small businesses and it delivers results for my clients. It gives me the functionality I need and for the sales and marketing automation clout it provides I see it as exceptional value for money. But, it is not the right fit for every business. And that is the trick – how do you know which sales and automation system is the right fit for your business? If you are interested to learn more about Keap / Infusionsoft and see if it would suit your business to overcome the 4 natural laws then feel free to schedule a free Discovery Call.
If you are responsible for wedding venue marketing then I hope you will find these 5 top tips valuable, so please read on.
The first step to booking more wedding events is to think like the bride and groom planning their big day. Put yourself in their shoes.
What thought processes will they go through? Where do they go and visit when planning their wedding day? How can you engineer to “meet them” while they go on their wedding planning journey?
During the early stages of planning their happy day, the bride and groom will be actively seeking information and advice on wedding and reception venues. The venue(s) is a key part of the wedding and will be one of the first parts of the wedding to get booked. So it is vital that your marketing activity catches the bride and groom’s attention early on.
Creative marketing tactics to secure more wedding venue bookings
1. Co-operative marketing with other wedding service suppliers.
There are other wedding services and products the bride and groom will likely explore before looking at wedding venues in detail. For instance, right at the very start is the engagement ring, you cannot get any earlier in the wedding marketing cycle than at this point! Look to join forces with a local jewellery shop and work out a mutually beneficial agreement between the two businesses.
Another key point, shopping for the wedding dress is an exciting time for any bride and often brides will have an eye open for the perfect dress before the question is even “popped”! Again co-operate with a local wedding dress shop so that your wedding venue comes to the bride’s attention early in the process.
If you co-operatively work with wedding suppliers who work with couples in your budget range then you will generate warm leads easily. Why not give your partners a coded gift certificate to present to newly engaged couples that offers them a special discount or maybe a free service at your venue – a meal or drink for instance. Just so that they get to experience your venue and the service you provide.
2. Referrals. Even in this online world, word-of-mouth advertising is still the best. How can you encourage previous brides and grooms to talk about your venue? Can you offer them an incentive if one of their friends books your venue? Can you reach out to all your previous happy couples and remind them about your venue, this is really easy if you have a marketing system in place, see point 5.
3. Be visible online.
When the happy couple first agrees on a wedding date they are the most receptive to wedding venue ideas.
These days the first port of call will be the internet and primarily using Google. It is imperative that your wedding venue is visible on Google.
So do a check – how do you appear on Google right now?
Step 1 – Go to Google, enter the name of your local area followed by the word “weddings”, “wedding locations”, “wedding venue” into the Google search bar.
Example: London weddings, London wedding locations, London wedding venues
Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your wedding venue on the list? If not…
Step 3 – You need to get your website listed.
Google Adwords are the ads down the left-hand side of the search results page. Advertising is a quick win. But can be expensive and you need to know what you are doing. Either hire a Google Adwords Expert or if you want to teach yourself then this is the definitive Google Adwords book on the subject. (An advanced Google Adwords tip – use Google Remarketing, this enables you to display ads to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and cost next to nothing).
Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists in the rankings. You need to be on page 1 of Google. The good news is that this is free, the bad news is that it can take many months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, here is a useful beginners guide to SEO.
4. Facebook.
Get active on Facebook. If you have not done so already, set up a dedicated Facebook page for your wedding venue. Start posting interesting news and information about your venue – photos of recently weddings, videos etc. It is all about creating noise out there and getting noticed.
Facebook Ads – These are simpler to manage than Adwords and are a good place to start with paid advertising. Start by targeting “Relationship Status” (Engaged or In a Relationship).
5. Have a wedding venue marketing follow up system.
This is what the majority of wedding venues do not have or understand. In points 1 to 4 above we are looking at ways to generate interest in our wedding venue, which is essential. But what you have to realise is that of these interested couples who visit your website only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% leave your website and the chances are they will never come back. That 98% is where the gold is for your business. So you have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in booking your venue. This can be really simple – paper-based or Excel, it is possible but it is a definite chore that requires dedication and time to manage. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called Keap / Infusionsoft and this is the leading marketing automation system for small businesses. OF course I think it is brilliant, hence I specialise in helping businesses to implement it. But why take my word for it? Check out the video below where I was able to grow the wedding booking sales for The Wellbeing Farm venue by over 1000% in just a year. And I did this by putting in place systems to consistently and automatically follow up with the 98% of couples that expressed an interest in booking, but did not book immediately.
Wedding venue marketing photo by Fábio Alves on Unsplash
You may find this tip useful if you are interested in creating better “To Camera” sales pitch type videos.
If you have been around internet marketing for any time then you have no doubt heard of Frank Kern – the highest paid online marketing expert.
If you haven’t then you should definitely get on his lists as he provides so much useful marketing advice.
I have noticed that the quality of his “To Camera” pitches is getting better and better. Frank Kern is at the top of his game.
So how can the rest of us take advantage of this?
This is what I do every time a Frank Kern video appears via an email or pops out at me on Facebook.
First watch his video as a normal punter would do – there is often something new to learn content wise.
Then switch off the sound and play the video back. Then you will notice all the subtle edits that really transform his videos.
Rather than a 10 minute straight to camera shot which can after sometime come across as “flat” and boring you will see how he creates visual excitement and pace by the use of edits. You will see how he uses the captions in the Facebook ads to still get his message across, even when sound is disabled.
If you are interested in improving your “To Camera” videos then there is much you can learn from reverse engineering Frank Kern pitch videos.
Once you become aware of the power of editing it becomes really fascinating. I just spent a hour learning more about editing on this site https://www.premiumbeat.com/blog/8-essential-cuts-every-editor-should-know/
Keap / Infusionsoft client, Andy McPhilbin of Aqua Concepts in Grantham scoops top awards at the 2016 Kinetico Dealer Awards this February.
Almost a year to the day that I started working with Kinetico Dealer – Andy McPhilbin, he was awarded the top awards of “Best Use of CRM” and the “Business Growth Award” from water softener manufacturer – Kinetico.
In his first year using Keap / Infusionsoft, Andy increased his overall water softener appliance sales by 35%, and realised an 800% increase in consumables sales plus 25% of the business came from referrals. All this was achieved by Andy and his wife, Joanna – no extra staff or advertising were required to achieve these results.
If you would like to learn more about the automated marketing systems that we developed which achieved these results feel free to schedule a Discovery Call.
If you are looking to take your marketing to the next level and become an advanced Keap / Infusionsoft marketer then I suggest you subscribe to Neil Patels podcast – Marketing School.
Each episode is about 10 minutes, but it is gold. This is stuff you will not learn from any book or attending any course. Neil Patel knows his stuff.
Listening to podcasts has been a big lesson I have learnt in the last year. With a podcast like Neil Patels I am able to fill all those free minutes that are usually wasted in the day – waiting for a train, picking the kids up from school. All this minutes previously wasted really add up when you utilise them to the full to take your marketing to the next level.
Here is the link to Neil Patels podcast http://neilpatel.com/podcast/
You can also search for “Neil Patel Marketing School” in the podcast app on your smartphone.
And Neil Patel also uses Keap / Infusionsoft….
(Image by Pieter S Verasdonck on Twitter)
Cheers
Julian
This year I have been on a quest to make my consulting business fully portable.
Almost everything now is in the cloud.
Marketing automation – Keap / Infusionsoft
Accounting – Xero
Email, word processing, spreadsheets – Google Apps for business.
I have done away with the desktop PC and switched to a laptop. But nothing is stored on the laptop – all my key data is in the cloud on Google Drive. So the laptop is just a window into my virtual office – if the laptop gets broken, lost or stolen it is not the end of the world as it can be easily and cheaply replaced and causes me the minimum of disturbance.
So I can work from my laptop or any other PC connected to the internet. But there are two things that could be minor irritations. Say I received a document that I need to scan or a document I need to print.
Now on the printing, I have yet to figure out how to do that without a printer. So I am stuck with having to find a local solution for that if/ when the need arrises to print as document.
But on the scanner. I have a flatbed scanner on my desk but since I upgraded to Windows 10 it does not work, as it is so old it does not have a Windows 10 driver. So that has become useless. I was thinking of purchasing a replacement. Until last weekend the solution popped up on a promoted video on LinkedIn – of course – an iPhone app to turn your phones camera into a scanner. A quick search on the app store reveals I do not even need a paid for app – as there are free ones.
After testing I am really pleased now that I did not go out and buy another physical scanner when my phone can do the job anyway.
So that is another move towards making my office fully portable.
Julian
Have you read the book, The Machine by Ryan Deiss? Are you looking to implement The Machine using Keap / Infusionsoft?
If you are an Keap / Infusionsoft user then I strongly suggest that you buy a copy and read it – it could transform your business!
The book covers some advanced thinking that most marketers are blissfully unaware off. If you want to be in the top 1% of marketers then this is a must read.
Here is the link to Amazon ( not an affiliate link). Click here
If you already have the book and are looking for help with implementation of The Machine using Keap / Infusionsoft then feel free to get in touch.
Cheers
Julian
