How to Setup Focuses

The Focus option in Spokal lets you dynamically tag your contacts based on their behaviour on your site. It lets you segment your list in an advanced way based on their implicit behaviour, not what they fill out in a form. It also reflects their changing interests and adapts when they do.

What that means is – if you sell products or services with 2 or more distinct benefits, you can target your leads based on the benefit that they are most interested in. For example, if you sell 10 products, and 5 are predominantly a sleep aid, and the other 5 are predominantly for pain relief, you can now send emails specially about sleep aids to people who exhibit interest in sleeping (by browsing products about sleep, blog posts about sleep), and you can send emails specifically about pain relief to those most interested in that.

This video explains Focuses in more detail:

There are two basic things that need to be set up in order to have Focuses work:

  1. Setup and assign focuses
  2. Set up your ActiveCampaign/MailChimp account to automate your focused leads

We will show you the process using a specific example of a business working in natural supplements that has multiple products that help with three specific issues/problems: Sleep Aid, Anxiety & Pain Relief

These three will be our main focuses.

First we have to create the actual focuses in Spokal which you can find in the left-hand menu labeled Focuses

Focus 1

To create your first Focus click on the large blue + sign.

When you are done click the green check mark to confirm your newly created focus.

Focus 2

Now your focus will show up in the list under the Focuses tab. You can create as many Focuses as you like, but they really should revolve around primary benefits to your leads. The more you segment – the more emails you’ll want to create to target specifically – so unless your list is very large, or growing very quickly, 2-5 focuses is probably a good number to start with.

Focus 3
Focuses work by tagging our existing (and new) pages and blog posts.

There are three ways to go about this.

Normally, as you’re creating new content, you can just add the focus to the blog post using the focus input on the SEO tab in Spokal. You can also add a secondary focus – sometimes a post is mainly about one thing, but also about another.

Focus 4
The second option is to add them from the My Blog Posts Page by clicking on the Focuses Icon, which will appear if no focuses are set for that blog post.

Focus 5

Clicking on the Icon opens a window where you can add primary and secondary focuses.

Focus 6

The third option is from the Focuses tab where you can quickly tag a large number of posts or pages with focuses. This is ideal when you first set up Focuses because you can tag a large number of posts/pages quickly. You can only set primary focuses this way – so you may want to add a secondary focus to your most popular pages via My Blog Posts if it’s applicable.

Focus 7

Pages/posts without focuses are placed on the left hand side and by selecting a focus tab they will be placed on the right hand side with the assigned focus.

Focus 8

Now that your focuses are assigned, when a lead signs up on your website you can track their interests with the focuses, by the tagged pages. So if a lead is to visit pages with assigned focuses it will show up inĀ Leads pageĀ > click on specific contact

Focus 9

NOTE: Spokal will send the Primary and Secondary Focus only for leads that reach a web score of 2 or higher.

 

Using this data to automate in ActiveCampaign

Now after a lead has signed up and visited the focused posts/pages you can see the data in Active Campaign under Lists > Contacts and the focuses will be labeled as tabs. The primary tab will have the name of the tab from Spokal and the secondary will have -2nd added to it

Note: It can take a few hours for the tags to update in ActiveCampaign. This is because of the nature of how the contacts get updated. While this won’t impact your funnels once they’re up and running, it can be confusing when you’re first setting this up. You can either wait a few hours after sending your test leads through, or go ahead with the setup anyways. The primary tag will be exactly the same as the tag name in Spokal. The secondary tag will be the same as the tag name with “-2nd” appended to the end of it (without quotes).

Focus 10

Next, you can automate a mail to the leads with a specific tag using the Automations feature in Active Campaign

 
Focus 11

Either create a new automation, or edit an existing one.

Where you want to branch off your automation based on the segmentation, add an if/else action

Focus 12

And branch based on the tag

 
Focus 13

It’ll look something like this:

 
Focus 14

You can also use the tags to segment when sending a standard campaign, as you would with a regular tag. The only difference being is that we’ll keep these tags up to date, so if a contact changes preference, their tag will update and you’ll always send them relevant emails.

 

 

Using this data to automate in MailChimp:

Mailchimp works in a very similar way to ActiveCampaign, but because MailChimp does not allow tagging, we use custom properties. Once you start using Focuses with MailChimp, you’ll see 2 new fields on leads on that list. (MailChimp under Lists > Subscribers > Subscriber Details ). Those two new fields are called Spokal Primary Focus and Spokal Secondary Focus:


You can use this data to create a campaign for your leads with the specific focus in mind.

You select Campaigns from the top menu and Create Campaign:


Next a list will show where you select the option Send to a group or new segment and match the condition to your focus, you can also add additional conditions such as secondary focus for a more narrow selection of leads. After you are satisfied, click Next in the bottom right corner:

 

Then you can send the campaign the way you normally would – but it will only go to the segment of your list with a primary Focus of (in this case) Sleep Aid.

You can also use the properties in the new MailChimp Automations function.

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