How to create a marketing campaign with Shuffle
My mistake can be your gain! And I have made plenty! But let’s just start with one… I think my biggest mistake when I first started using the Shuffle card or web page was in not taking advantage of the Campaign/Lead Capture feature. Shuffle allows us to have unlimited campaigns (and lead captures) for each card we use. My mistake, your gain; let’s take a look at how to create a marketing campaign with Shuffle.
As I learned more about Shuffle and campaigns, I began trying to segregate my campaigns into more narrow target audiences but did not still “drill down” deep enough. And so a lot of the analytic and tracking information Shuffle provided to me was (and still is) very broad and inconclusive.
Campaigns and Lead Capture can be a struggle to get a grasp on but is a valuable part of increasing brand awareness, positioning yourself on social media and promoting your products or services. Learning a new system can be a little overpowering for some (me!) but having a basic understanding of how to use the features can help remove some of the mystery and build confidence in your abilities to use the Shuffle card to your advantage.
Before we dive into starting a campaign and designing our lead capture form, let’s take a quick look at just what campaigns and lead captures are.
What is a Campaign?
A campaign is a designed strategy is used in order to achieve results such as increased brand awareness, increased sales, and improved communication within a specific market.
Many think a campaign means simply creating an ad; however, they are mistaken. Three things to consider about your campaign:
- Set a campaign goal: Typically, when we think about ‘goals’ most tend to think of sales. There are many other objectives to focus on. The most common goals include acquiring new clients, promoting current products, and launching new products. You can also create a campaign designed to improve brand awareness.
- Define a target: Part of a campaign’s success is tied to your target audiences. Defining the following points will help you understand who you’re trying to reach through your campaign strategy: Age, sex, social class, marital status, education level, likes, habits and hobbies are helpful in identifying your target audience.
- Segment your audiences: Divide your audience into various groups based on the products or services you want to sell and their demographics. Try to identify what would spark interest. Is what you offer useful for them? How will you grab their attention? Are they aware of your brand or product? Do they have the purchasing power to buy your product/service at the set price?
What is a Lead Capture?
Lead capture forms are actually the start to everything you’ve been wanting for your business — more leads, more clients; and are used to capture the information of a potential client so you can nurture them and turn them into an actual paying client.
The term lead capture is a process of gathering and saving lead information in order to convert the lead to a paying customer or client. An example of a lead capture page or a lead capture form is a newsletter subscription or a quote request form on a website. Lead name, email address and phone numbers are usually captured, although complex forms may contain much more information, such as company size, industry, title of the person, postal address and even more.
The most common lead capture mechanisms are:
- Web to lead: a newsletter subscription or a quote request form on a website
- Call to lead: A phone call is entered as a new lead; unless it’s already in the database. Follow-up calls are noted on existing Contacts.
- Email to lead: Incoming email is entered as a new lead, unless it’s already in your Contacts. Follow-up emails are noted on existing Contacts.
- Social to lead: A message, question or comment via social network or messenger (such as Facebook, Twitter, Slack, Skype, WhatsApp) is entered as a new lead, unless it’s already in the database. Follow-ups are noted on existing Contacts.
Three elements of a good lead capture form:
- Compelling call to action
- The fewest number of fields possible. Only ask for essential information. The more fields someone has to fill out, the less likely they are to submit their information.
- Effective content that’s both informative and prompts the person to fill out your form. Keep it short and sweet, but get them to fill out your form.
Sharing your card
We have several different options available for sharing the card. If you’re wanting to share your card with no Campaign and Lead Capture for the card, select the 3 little dots on the right-hand side of the card in your Dashboard.
Options for sharing are: Preview, Share card and Untrackable Link.
To get the link to your card, select Preview and after the card loads copy the URL from your browser address bar. You can share it through email, social media or however you wish to share it.
The Share Card option is for sharing to your existing Shuffle Contacts.
The Untrackable link will not affect analytics and is useful if you wish to share the card privately or are just viewing the card yourself.
I now almost always use campaigns when I am going to share my card(s). This allows pinpointing where I shared it and tracks the number of clicks. Sharing the Untrackable Link and a Campaign link are basically the same procedure so I will just go over sharing a Campaign.
On the Dropdown menu, select Campaigns and click on the title of the campaign I wish to share. Three options are available: a tracking link with a long URL, a QR code, and the option to share directly to social media (Facebook, Twitter and LinkedIn).
To use the QR code I use my Snipping Tool and save it into a file as an image. I use Canva Pro and edit the QR Code with a title (so I can remember which code is which) and put it on my phone. For face to face sharing, I bring up the selected code from my images and let the other party scan it directly. Or simply open your Shuffle account, select the card and campaign and show the QR code (more about QR codes).
For the long link URL, copy it. I use Bitly for the free shorten service. And I paste the long and the shortened link into the description block of the campaign itself.
And now you are ready to share your card as you please. Any media, any format! But Wait! Don’t make my mistake!!! What about Campaigns and Lead Capture? Let’s take a look at the details of how to create a marketing campaign with Shuffle.
How to create your Campaign and Lead Capture
To create a campaign, select (click) on the three dots on the right-hand side of the card. A drop down menu appears, scroll down until you find Campaigns. Select and the screen showing no campaigns (unless you have created one already) appears. Select + Create New Campaign in the lower left corner.
Choose a name for your Campaign. I use the card name and something that identifies the specific use. For example, if I’m using it on a Facebook Page or Group I’ll use the card name and the name of the Facebook Page/Group. For the description, use it to describe the campaign, to date when you started it and any other information that you want about this particular campaign. I come back after making the Lead Capture and (in edit mode) add the long link and the shortened link (if I use one).
Next are the Notification Settings. I personally like to be notified whenever I get activity on one of my cards so I select individual. One exception: I have found it is best to leave the Notifications Push off if my campaign is for Twitter. Otherwise, I get 20 to 25 (sometimes more!) notifications that my campaign has been viewed. I think it’s just the Twitter bots doing their thing but it will blow up your phone. For Twitter, I usually use the daily summary. The daily summary is good if you are getting a lot of hits on your card and you only wish be notified once a day. You select the time that is best for your schedule. Email Notifications I usually turn off.
Next area is the Include Lead Capture option. Check the box and the build form appears. When someone fills out your Lead Capture it automatically goes into your Contacts. The Lead Capture information will be included on your new Contact, in the form of tags and comments.
Three options available: Show at Bottom, Optional Popup or Mandatory Popup. Select your choice.
The Lead Capture Title can be thought of as your attention grabber, your Call to Action.
The Lead Capture format has different options for how you wish it to appear. Use the options that best suits your audience and your needs. I try to keep the form short and gather just the basics: First name, email, interests, and any questions/comments on the subject matter.
A mandatory field First Name is already set and will always be next. Select the + Add more fields and your options pop up: Short Text field, Long Text field, Radiobox, Dropdown menu, Checkbox, and Upload Business Card Photo. After the First Name field, I usually add a Short Text field for email; mandatory.
I do not use all the available options, I prefer a short and simple Lead Capture. I’ll review all the available options and you can mix and match to build your best Lead Capture for any audience. Each field has a Title; a question you wish answered and each field can be a mandatory response required or not.
- Short and Long Text: Answer is from the person filling, limited space available for answers. I normally use a Short Text field for a (mandatory) email request after the Name Field.
- Radiobox: Multiple answers are prefilled in but only one can be selected.
- Dropdown menu: Multiple answers, only one can be selected.
- Checkbox: Multiple answers are prefilled, any or all can be selected.
- Upload Business Card Photo: This field title can be edited, and can be a way to encourage sharing any image. It will place this image in your Contacts when the form is submitted. I have never used this option, I think it has uses but only for select audiences.
I also add a Long Text field (mandatory or not) at the end of the form for any additional questions or comments the prospective client/customer may have.
At the bottom of the card again is the individual or daily summary email notification and push notifications.
Once you are satisfied with your Lead Capture form, simply click Create and your form will be added. And you can always edit to clean up any mistakes or to completely revise your form.
You will get another pop-up window showing your QR code and the long link to this specific campaign. I usually use my Snipping tool and save the QR code as, for example, Test and Play Demo. I copy the long link and edit my campaign and add the long link into the description and then shorten and copy that into the description as well. This is optional, just my way that is a bit redundant but works for me.
A peek at a “finished” form
Let’s take a look at this monster campaign we just created. I copied the long link and opened a new tab on my browser and pasted. Here is the campaign as it’s going to appear when the card is viewed. Remember, the placement is where I chose, at the Bottom of the card.All the fields are available. Notice that the Dropdown menu appears as an empty box. When clicked on, the prefilled answers are available.
The Short and Long Text fields I usually use for email and standard questions and or comments.
Once the form is submitted, the information gathered creates a new Contact and you are notified thru Shuffle that your card has been viewed, and a new Contact created. Have you heard the expression “warm lead”? This lead is smoking!
As I mentioned, I try to keep the Lead Capture short and simple. I personally dislike Lead Captures that try to collect too much information from me. Just the basics and enough to keep my interest! I have a card with helpful hints and videos here, or you can jump straight to my campaign/lead capture video.
We looked at the basics of what campaigns and lead captures are and took a shallow dive into creating a campaign and lead capture form.
And, of course, there is a test included! Now it is your turn to develop a campaign and a lead capture for your card. No mystery, no overpowering technical abilities required. Just a straight and simple approach to developing the warm leads that will help you with your business and goals.
I always welcome and look forward to seeing cards from Shuffle users! You can share yours thru your Shuffle account to me (I’m Sanders Whitley, just use the Discover feature inside Shuffle) or use the Comments below to share a link to your card with campaign!
Questions and comments are always great to get!