3 Simple Steps to Build a Social Media Marketing Sales Funnel

Posted on Posted in Internet Marketing Strategy, Marketing Funnels, Social Media Sales, Social Media Strategy

Originally posted on SME

Are you looking for a smart way to use social channels for lead conversion?

Are you tracking and leveraging your target customers’ path to buying your product?

Collecting fans and followers is one thing, converting them to paying customers can be quite another. That is, unless you have a customized sales funnel in place.

In this article you’ll discover how to put together a marketing and sales funnel with the right channels and key trackable metrics. You’ll also find advice on how to test and tweak your funnel for maximum boost.

Why Is Your Marketing and Sales Funnel Such a Big Deal?

Social media marketing is about using social networks and tools to guide prospects through a series of steps–a funnel–to get them to take the actions you want (e.g., becoming a fan, sharing their email address or buying your products or services).

There are tons of social media tools, networks and options that include everything from Facebook and Twitter to landing pages and email marketing to SEO and ads. Each of these social marketing channels is one more way to guide your prospects through your sales funnel.

marketing channels

Use varied social marketing channels to guide your prospects through your sales funnel.

With all of these marketing channels at your disposal, how do you decide which ones fit within your sales funnel?

To answer those questions, you have to know who your potential customers are and how you can reach them most effectively. You also have to know your company’s goals, how you’ll measure those goals (i.e., the metrics you’ll analyze) and what your target numbers are for those metrics.

Without those key facts, your marketing and sales funnel will be skewed. Excessive focus on one part of your funnel can cause problems elsewhere. If you focus only on owned media like follower numbers and email addresses, you may have trouble with conversions. Or, if you only focus on brand awareness and neglect email marketing, you’ll likely miss out on sales.

Every decision you make about how to create brand awareness, garner engagement and make conversions and sales should be a reflection of your funnel.

The rest of this article shows you how to build, track and test your marketing and sales funnel to give your company the big results it wants.

#1: Define and Implement Channels and Jobs

Did I mention you have a ton of social marketing tools at your disposal? Frankly, it can be overwhelming to think about using all of them at once as part of your marketing and sales funnel. So don’t.

Start by determining what your high-level sales path should look like. In the example a little further down, I’m using Awareness, Repeat Visibility and Engagement and Sales.

Next, prioritize the social channels and tools your audience is already using and that you’re familiar with, then organize those by their primary function (or job). For example, Facebook is great for raising awareness and driving leads, but not for converting sales. Email blasts are excellent for conversions, but not awareness.

As you’re deciding which marketing channels go where in your funnel, consider which ones are most relevant to your short-term and long-term goals, what each channel’s strengths and weaknesses are and what job you’re expecting that channel to do.

marketing funnel concept

Use your funnel to organize your channels and hold each accountable for its role in the process.

As you see in the illustration above, you may have channels that overlap; for instance, different kinds of social ads in the Awareness part of the funnel. In addition, each channel may have different facets (e.g., Facebook ads versus Facebook fans). Each facet builds upon its own functions, as well as the functions of other networks, to lead to your ultimate goal: sales.

Your funnel should be stable, but not inflexible. If your company cares more about email marketing than its number of followers, adjust your tactics accordingly.

For example, instead of using Facebook ads to increase brand awareness and gain more fans, jump straight to an ad campaign targeted at list building. Create an ad that sends leads to an optimized landing page on your website where you ask them to share their email address to access content, a download, etc.

#2: Assign and Measure Key Metrics

Any bottlenecks in your funnel will slow your momentum or stop it completely. Depending on where the bottleneck happens, you could miss out on brand awareness opportunities, growing your owned media lists or conversions and sales.

To measure the health of your funnel, you need to assign key metrics to each stage. That usually looks something like this:

marketing funnel channel metrics

Set a key metric for each tactic in each part of your funnel to quickly diagnose where the funnel is anemic.

With your key metrics in place, look at each tactic in each funnel section and set any industry benchmark standards.

Use these benchmarks to compare your company to your competitors and your industry as a whole. How do you stack up? Look at which of your tactics and funnel sections are best or worst compared to industry averages and adjust as needed.

Speaking of benchmarks and comparing, are you making the most of your analytics and tracking what you need to track? Awareness metrics, Facebook Insights and Google Analytics all have flaws, but I have a few tips for you.

If you’re tracking awareness, I suggest looking at impressions instead of reach. Tools like AdWords don’t give reach data and Facebook’s reach data is inaccurate.

Have you noticed that you’re getting inconsistent results from your Facebook Insights? Start exporting your Insights data to an Excel spreadsheet so you can consistently track and compare the right metrics and get a better idea of how your tactics are working long-term.

You’re probably using Google Analytics on your website, but if you’re not using the Google URL Builder or event tracking, you’re missing out on a lot of useful data. Google URL Builder allows you to customize URLs for posts and ads so you can track visitors from social networks and how they move through your site.

yoast wordpress plugin

Yoast’s Google Analytics WordPress plugin tracks events.

Event tracking gives you information about button or link clicks, which is especially useful if customers have to go offsite to buy your product. If you have a WordPress site, you can even install this plugin that automatically creates event tracking for you!

#3: Test and Tweak, Then Test Again

The number-one thing you can do to boost your results is test everything. Every good idea you think of is something to test.

As you test, always think in terms of your key metrics and make use of your analytics to find out what works and what doesn’t. Let’s use Facebook as an example.

You can constantly test your Facebook success by trying a variety of status updates. Which has the best engagement rate—photos, text, links or video? Does your audience prefer news or funny videos or memes? Take the time to analyze your previous and current posts to see what worked and what didn’t.

If you want to find your engagement rate for a given post, I suggest dividing its total engagement (likes, shares, comments, clicks, etc.) by total post impressions. If you’re using Facebook ads, the Facebook ad display algorithm shows which posts get the most engagement.

post engagement metrics

Pay attention to which posts your fans respond to.

The key is to look at your best and your worst posts. In both instances, keep an eye out for differences in post type, topic, colors, sentiment, message and graphic style.

What do your 10 most engaging posts have in common? What do your 10 least engaging posts have in common? Just knowing the commonalities of those top and bottom posts can help you dramatically boost your post engagement.

When I went through this exercise for a client, their page had a month-over-month increase of seven times as many likes, comments and shares and 31 times as many link clicks!

Are you using ads? Then you definitely need to be testing!

Ads burn out fast, so it’s important to create and test ads weekly. If you have the budget for it, you can create, test and optimize new ads three times a week or more.

If you’re using AdWords, create new ads until the point of diminishing returns. Check actual search phrases to see if you need more negative keywords. If your AdWords manager is slacking, get an AdWords Audit.

google adwords

Do you use Google AdWords?

Not sure which channel ads to spend money on? Compare your options. Run Facebook, Twitter and even Reddit ads to see which works best for your audience and gives you the best awareness or conversions for your money.

A Quick Note About Content Calendars

A lot of brands use a content calendar to create a month of posts (for Facebook, Google+ or any other channel) ahead of time and then submit it for review. This seems organized and diligent, but in practice I believe this approach makes you less likely to improve your posts and get better results.

Every month you need to analyze your key metrics and learn from any mistakes. It’s hard to implement those lessons when you’ve already assigned content for the next month (without the benefit of analysis).

In place of content calendars, I recommend submitting examples of types of posts you want to test or creating your posts daily, or at least weekly.

Conclusion

Customers like to make decisions on their own terms. In most cases, they’re looking for a relationship with a company, not necessarily a hard sell. You can use this human nature to your advantage.

Take note of the social channels your audience is using most, then use those channels to guide them through your sales process.

Set up a funnel that allows leads to jump in wherever they need to. If your funnel is stable but flexible, you’ll be able to adjust its use to fit your customers’ behaviors and needs—and make sales.

Your biggest sales results will come from constant measuring and testing. Be prepared to make changes quickly and match your customers’ reactions to your efforts. You’ll be seeing intensified results in no time.

How to Learn Facebook Ads: Our Recommended Course of Study

Posted on Posted in Facebook Advertising

Do you or your employees need more Facebook ad training?

As we’ve scaled our digital marketing agency to hire more employees and handle more clients, we’ve also gotten better at training our employees in Facebook ads. Here’s what we recommend to you- the same process we send our employees through:

 

#1 BEGINNERS: First start with this Google spreadsheet I created of recommended videos from Facebook’s own “Blueprint” training. Facebook has some great introductory training. But you don’t need to look at all of it in the beginning. These are the most important modules a beginner needs.

 

 

 

#2 INTERMEDIATE: More intermediate for getting results is my Amazing.com Facebook marketing course, “Social Marketing Profit System,” taken by over 1,800 students. SMPS is part of their entire training platform which has a bunch of other courses, but you can just sign up monthly, take mine and decide whether or not to stick for their other courses after that.

 

 

#3 ADVANCED: The advanced course is my Facebook Leads and Sales Machine course. People tell me it’s too much if you haven’t done blueprint or the SMPS course first. But this is the mac daddy when it comes to getting professional results from one of the most powerful ad platforms in the world.

 

10 Compelling Stats Prove You Can’t Ignore Video Marketing in 2017

Posted on Posted in Video Marketing

Everybody loves video, whether it’s TV, movies, cartoons, Hollywood blockbusters, compulsively watching 5 Netflix episodes in a row, sharing some crazy viral video…

We all love video, so it’s not surprising that, using video for marketing is becoming more and more critical to achieving business objectives.

YouTube is already the #2 search engine in the world. And one Facebook insider has said they believe that within a few years Facebook may be 100% video.

  1. 85% of the US internet audience watches videos online. [comScore]
  2. 45% of people watch more than an hour of Facebook or YouTube videos a week. [Wordstream]
  3. 92 percent of mobile video viewers share videos with others. [Invodo]
  4. 87% of online marketers use video content. [Outbrain]
  5. The average business publishes 18 videos a month and has a library of 293 videos. [Hubspot]
  6. Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. [MarketingSherpa]
  7. Viewers spend 100% more time on pages with videos on them. [MarketingSherpa]
  8. Shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers. [Internet Retailer]
  9. 52% of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66% of consumers will watch the video two or more times. [Internet Retailer]
  10. Viewers are 85% more likely to purchase a product after watching a product video. [Internet Retailer]

And yes, this should be a video- and will be soon! 😉

Video Marketing with YouTube and Facebook

Posted on Posted in Facebook Marketing, Video Marketing, YouTube

People love video. And in marketing, video is becoming more and more important.

YouTube is the #2 search engine in the world. One Facebook insider said they believed within a few years Facebook may be 100% video.

To keep up, you business needs to market with video effectively.

So how do you get the best video marketing results?

You need to think about how to:

  1. Create great videos,
  2. Show them on people’s favorite platforms, and
  3. Use advertising to ensure they reach the right people.

What are the Best Video Marketing Platforms?

Our agency has done experiments, with and without ads, to see what works best with:

  1. Edited videos of various types: Most of our experience with video (TV and movies) is edited, not live. Edited videos are planned. They don’t waste people’s time. This is the best for ensuring people see your whole message and you get the best results.
  2. 15-second edited videos on Facebook: Generally speaking, Facebook videos need to be shorter. Facebook itself is recommending 15 second videos now when you create video ads. We’ve created tightly scripted 15-second videos that get up to 8% clickthrough rates.
  3. YouTube videos: People watch videos longer on YouTube. You can make them extremely long (30 minutes, for example) if you want. But I would make videos for ads shorter- 3-5 minutes max. A smart new strategy is a choose your own adventure video where your first video gives people a choice and they can click to other more specific videos more relevant to them.
  4. Instagram Video: 60 seconds and under, square dimensions- and you can use Facebook ads to target people. This is my third choice after Facebook and YouTube video.
  5. Facebook Live: People often go live for 15 minutes to 45 minutes, but the average viewer still may only watch for 20-30 seconds. This is a challenging format for many.
  6. Twitter video, both edited and live: Everything is limited on Twitter because of the smaller audience size, and we recommend advertising to ensure your video is seen.
  7. Snapchat video: Very hard to get a sizable audience, and no ad platform for most companies. The filters might be entertaining, but limited marketing application here.

Killer Content: How Do You Create Videos People Love That Drive Them to Take Action?

To find out what’s most effective, we are constantly working on new things for ourselves and our clients:

  • Video creation tools: Camtasia, Ripl, Slidely
  • Video type: Live talking head, live in front of audience, edited, greenscreen, talking head, animated- You need lots of different kinds of video because you never know which kind your audience is going to respond best to until you create it and test it
  • Video content outline:
    • Starting with a list of persuasive copywriting points you need to hit will get you better business results. Who is your audience? What are their pain points? What are their biggest fears? Problems? How do you benefit them? Solve their problems? What are their dreams? What is your unique selling proposition? Why should they take action now?
    • Read about the charismatic leadership tactics of Martin Luther King, Jr. and other great speakers, and write a new script based on that.
    • Experiment with serious vs. funny videos
  • Video length: 15 seconds, 30 seconds, 60 seconds, 90 seconds… on Facebook if you want people to see your whole video, create 15 second videos.
  • Ad targeting: Cold prospects, retargeting…
  • Video editing techniques: Greenscreen, video background loops, huge caption text…

We track the results to see what drives views, traffic, leads and sales.

It’s usually different for each client, so you have to experiment to discover what works best for you based on your customer and your offerings.

Targeting: Who Do You Show Videos To?

I always advertise my videos to multiple audiences, and see which videos each audience likes the best:

  • Cold (new potential customer) audience targets
  • Retargeting people who’ve been to my websites
  • Retargeting people who’ve watched my other videos
  • People who’ve signed up to my email lists
  • Cold lookalike audiences based on retargeting or email lists

Retargeting and small custom (email) audiences can have a high CPM but it’s worth it.

Budgeting: How Much Does it Cost?

  • We find that typically, Facebook ads for video are more affordable than YouTube ads for video. 
  • YouTube cost per view ranges from $0.05 – $0.15; these are 30 second views
  • Facebook’s definition of a view is only 3 seconds, which is useless. They may not have even looked at your video, they may have been looking at a post above or below it. Dig into the 30-second view metrics when you analyze your results. Look at cost per 30 second view. To get that you have to export to Excel and calculate it yourself! If you don’t want to, go off cost per 10 second view.
  • The right goal: Is your goal just views? Don’t you want clicks to your website? And possibly real action like leads or sales? If so, I would recommend looking at CTR and CPC instead of cost per view or CPM.
  • The right metrics:
    • Facebook video ad clickthrough rate is higher, and CPC comes down with higher CTR, so…
    • Facebook cost per click is much, much lower- my own avg CTR is 3.0% (across 133 videos for our agency, infoproducts and my keynote speaking)- avg CPC is $0.69. YouTube CPC can easily range from $4 – $13… basically 10x the cost.
    • YouTube CPM’s can be 2-3x Facebook CPM.

You need a lot of content online period. And you need a lot of video. You need new video content at least once a month, if not weekly.

There are endless amount things to try with video and we all need to work on getting better at it.

Why You Have to Market With Facebook Video

I mean it’s obvious why Facebook video rocks, right? I mean you see a ton of it in your news feed. Right? It’s always there.

Facebook live, Facebook edited videos, it’s constantly there and you’re getting pulled in from one video to another through that carousel experience. You may be watching a sequence of videos before you even realize it.

It’s very popular and Facebook is pushing it like crazy, they definitely want to beat YouTube. YouTube just put out there YouTube Live thing, so Facebook and YouTube are fighting for video. There’s a huge war in general about the screen.

Facebook’s going to bring in all these people like Gordon Ramsay and try to capture your video viewing time. They don’t want you to necessarily to be on Netflix doing video viewing, they’d rather you were on Facebook doing it. Right? Anyone that’s using Facebook video has a huge advantage right now.

I’ll talk at some other time about photos versus videos, because photos still have a big advantage on Facebook just because they’re so quickly consumed. It’s not easy to do Facebook video, or video anywhere well, in a way that people are going to love. It’s a huge opportunity because Facebook really wants everyone to see it, so they are favoring it in the news feed… so you should definitely figure out how to do video.

There are a lot of internal obstacles to it:

  • Like our videos aren’t good enough
  • We don’t have enough money
  • We’re not good on camera

You can do something like this. I’m filming this on an iPhone. I bought like an eight dollar thing to attach it to my tripod. My tripod probably cost thirty bucks, I don’t even remember. You can go on Amazon get a tripod and a little thing to attach your iPhone to your tripod.

The iPhone creates great, I don’t even have special lighting in here. When I bought an HD camera that required special lighting to look good. My iPhone does not, it’s very low maintenance.

There are ways to get involved and do video, and you’ve got to figure it out and start doing it because it’s a huge opportunity.

Facebook video is huge- Facebook reported seeing 100 million hours of daily video watch time near the end of 2015. And with the newer “related videos feature,” where people are automatically served another video after their current one, you can bet video views have grown dramatically from there.

There are a lot of Facebook video options:

  • Facebook Live
  • Facebook video in your personal or page posts
  • Facebook video ads

Why You Have to Advertise to Promote Your Videos

As you might know, I am a big believer in advertising everything you can on Facebook, even if you have a small budget…

Before you run away- let me explain!

What happens if you don’t use ads with your videos?

  • No certainty you get views. They don’t get viewed much. You may get lucky if your video is super awesome and goes viral… but unless you’re already a celebrity, you probably won’t get more than a couple thousand views.  Even if you’re super interesting and talented, most videos don’t go viral- they get a few hundred views and fizzle out.
  • No certainty of target audience. Organic videos don’t necessarily reach who you want them to. Who sees them is not under your control. It’s whoever happens to be on Facebook right then, however the algorithm works, whoever likes or shares, whoever their friends are, et cetera.
  • No certainty of reaching your target buyer. If you’re doing this video for business, you might not reach your target customer. Or out of your several hundred views, maybe only a few dozen are your ideal buyers.
  • No certainty of traffic, leads or sales. Even if you have a link somewhere in that video or post, the percentage of those who watch that click is not 100%; it’s going to be between 1-10%. So if 200 or so watch, maybe 2-20 people click to your site. And what % of visitors do things on your site? Maybe 1% buy and 10% opt into an email list? So very little action comes from this.

But when you advertise your videos, you can:

  • Reach exactly the right audience (your best buyers, not just anybody, not just friends family employees)
  • Reach them right away (not like whenever… maybe… but NOW)
  • Reach enough potential customers to discover how they respond to your content- or don’t
  • Get more detailed stats and metrics from the ad manager than you do from Facebook Page Insights

The last thing is critical. If you don’t run ads for your videos, you won’t get a lot of analytics or insights about them. And you won’t learn much. The video analytics you get when you don’t run ads are pretty limited.

Trust me, you’ll be surprised by what you learn. You need to know

  • How many seconds people are watching your videos on average
  • Which audiences watch them the longest
  • Which ones convert
  • Which ones don’t

There are four ways to run video ads on Facebook, and all produce different results.

The first thing you absolutely MUST understand about how Facebook ads work, that many many people don’t know is that the ad goal determines who FB shows the ad to  based on their most common FB activities which ensures you mainly get that response and very little of the others…

In other words,

  • Choosing an engagement ad shows the ad to people who engage a lot, but these people don’t necessarily click to websites…
  • Choosing a video view ad shows the ad to people who view a lot of videos, but these people don’t necessarily like posts or click to websites…

So your actual Facebook targeting is:

  • Not just the targeting you choose, but also
  • The subset of those people who most do the thing that you’ve chosen as your ad goal.

targetingbygoal

The five ways to advertise video on Facebook are:

  1. Video in post, promoting the post (whether boost or a post promotion ad from ad manager/power editor): gets you in front of the subset of your audience who likes, shares and comments on posts, so you get much more engagement on the post than video views, link clicks or conversions
  2. Video view ad: gets you in front of the people who watch a lot of video, so you get a lot of video views, more than post engagement, link clicks or conversions
  3. Website traffic ad with video instead of image: gets you in front of people who click off FB on links to other sites (but not necessarily the subset that converts), so you get a lot of link clicks, more than video views, engagement or conversions
  4. Website conversion ads with video instead of image: gets you in front of the people who click AND convert BOTH, so you get conversions, but less clicks, video views and engagement.
    Start with your goal, then choose the right ad type.
  5. Awareness boosting ad with video instead of image: this is interesting, because in our initial tests with this, it actually beats the video view ad at its own game!

Here’s how those shake out:

video options

NOT PICTURED: The awareness boosting ad gets you larger reach and at times can get you more views and longer duration than the video view ad.

But just beware- both the video view ad and awareness boosting ads can get you a lot of exposure but won’t necessarily get you interaction or conversions.

What do I recommend?

I like the awareness boosting ad and the website conversion ad with a video in it. I run them in separate campaigns with separate budgets.

That way you can get exposure AND conversions. Best of both worlds.

But it’s going to be different for all of you- if you have someone looking over your shoulder who expects to see interaction on your Facebook post that has a video in it, you probably should run a post promotion ad (similar to a boosted post)… remember, it’s all about your goals!

12 Mobile Marketing Stats You Can’t Afford To Ignore

Posted on Posted in Advertising, Digital Marketing Strategy, Internet Marketing Strategy, Mobile Marketing

80% of internet users own a smartphone. (Smart Insights)

Smartphones have beaten magazines and newspapers and aren’t far behind radio (eMarketer)

71% of marketers believe mobile marketing is core to their business. (Salesforce)

By 2019, mobile advertising will represent 72% of all US digital ad spending. (Marketing Land)

Consumer time spent on mobile is increasing while time spent with all other media is decreasing (eMarketer)

Mobile time is mostly APP time, NOT mobile web usage (eMarketer)

Apps account for 89% of mobile media time, with the other 11% spent on websites. (Smart Insights)

People are spending over 3 hours a day in apps, and only 50 minutes on the mobile web. (GeoMarketing)

57% of users say they won’t recommend a business with a poorly designed mobile site. (CMS Report)

Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (McKinsey & Company)

70% Of Consumers Delete Emails Immediately That Don’t Render Well On A Mobile Device (Blue Hornet)

 

REPLAY: Why Retargeting is Even More Important than Email Marketing [Facebook Live Show]

Posted on Posted in Advertising, Facebook Advertising, Internet Marketing Strategy, Social Media Lead Generation

Episode OCHO of Live Online Learning (LOL):

To be sure not to miss future live shows, opt in here to join the email list so we can keep you notified!

Here’s what we talked about, in addition to attendee live questions we answered:

 

  • What is retargeting?

 

      • It’s the best way to stay visible to your hottest leads and best potential customers. It’s a best practice to getting quicker revenue and profits.
      • Retargeting is when ads follow you around- have you ever viewed a site or product and then you see it everywhere? It’s stalking you!
      • Showing ads to people who’ve been on your website or viewed one of your products or services- if you include custom lists it’s also visibility to your opt in email lists and contacts

 

  • Why retarget?

 

      • Owned marketing- these are people who are now in your audience, similar to email subscribers or fans or followers- they haven’t opted into a list but they did show interest.
      • How few people buy or take action right away
        • What’s your bounce rate? That means the % of people who only view on page on your website and leave right away. The average site has about 50% of visitors bounce, without viewing a second page. For many sites it’s as high as 70-90%. Many businesses haven’t optimized their websites behaviorally to get users to stick around and view multiple pages. Retargeting is a great way to bring them back.
        • What’s your ecomm conv rate? 1-2% Reverse it. 98-99%. That’s the % of people you’re losing who forget about you within 1-3 days. Retargeting keeps you top of mind.
        • What’s your email or lead gen opt in rate?  3%-20% Reverse it. 80-97% That’s the % of people you’re losing who forget about you within 1-3 days. Retargeting keeps you top of mind.
        • If you’re working hard or paying to get that traffic, how do you feel about losing most of the people and them promptly forgetting about you? It sucks, right? Retargeting fixes this.
      • Retargeting is like email but better
        • Do you email market? Have you grown a list and done follow up emails to them?
        • Only 20-30% of people open emails
        • 97% of people use cookies, don’t block them, and can be retargeted
          • Advertising on Facebook and Instagram, you can reach 72% of Americans, 69% of Canadians, 68% of U.K.
          • Those ads will get a substantial message in front of people, like a short email- but in front of 2-3x as many as those who open your emails.
        • If you have an email follow up sequence you need a retargeting ad sequence
        • Best practice is to do both email marketing and retargeting (website and custom lists)
      • People need to hear about you 7 times before they’ll buy. Or is it 17 times. Or 27 times? There are different numbers quoted out there- who’s right?
        • Who cares. It’s more than one time! Most people don’t buy the first time they hear about or visit a brand.
          • Sometimes the first time you go to a website, you’re distracted by something or you get pulled away or you’re not focused on their message or you don’t have time or you’re resistant- but over time with repeated exposures to the marketing message, you hear and “get” the message, or hear about the value and how they solve your problems and the unique benefits of their offering and eventually you come to want that thing.
        • Retargeting helps you stay top of mind until they’re ready to take action so that you’re their first choice when they buy- are you worried about competitors getting all the sales?
          • Without retargeting, when your prospect is ready they might see your competitor’s ad or marketing, and you miss out on the sale. They visited you 3 weeks ago, but your competitor is luckier in their timing (or perhaps your competitor is retargeting) and you lose the sale.
      • Familiarity increases affinity (in social psych it’s called The Familiarity Principle, aka The Mere-Exposure Effect)
        • Studies show that the more we’re familiar with a person or brand, the more we like it.
        • For not very much money you can look like you’re everywhere to the most interested people- they don’t realize you’re not advertising to the whole world this much, so they think you’re a huge deal.
      • One of the two best converting targeting options
        • Along with email subscribers, these are your hottest potential leads.
      • Just spending $1 a day on retargeting means you’re in front of 100 of your best prospects a day- instead of zero of them.

 

  • How do you set retargeting up?

 

      • Facebook Pixel code from Facebook goes on every page of website, every landing page, in your ecommerce cart, checkout, everywhere! (in AdWords it’s called remarketing and it’s in the audiences section of “shared library”)
        • This cookies every user that goes to the site, and grows a list of people who can see your ad. If the cookie is on their computer, Facebook can show your ads.
      • Also custom audiences are similar, and are built from email lists and phone lists- so combining web traffic and opt in lists, you can reach just about everyone who knows your brand

 

  • What kinds of retargeting ads are best?

 

      • Ad type depends on goal-
        • Conversion for ecomm or lead gen with landing pages
        • Leads ads for lead gen with
        • Video views (also can drive traffic)
        • Post engagement
      • Variety- it’s best to have more than one ad, so that people don’t tire of it- when the audience is small they’re going to see it more frequently
      • Things to put in the ads
        • Lead magnet- grow your opt in email list with an ebook, checklist, quiz, etc
        • Sales: Offering related
          • Benefits- what does it do for them? If there’s a lot of this, use multiple ads to get them all across
          • Problems- what problems does your offering solve for them?
          • Unique selling prop- how are you better or different than the competition?
          • Discount- offer a special/secret discount

 

  • How not to be annoying or creepy

 

    • Maybe don’t run ads that acknowledge that you know they’ve been to your site- because they don’t always know how they’ve been targeted
    • Watch your frequency, don’t go above 3 within a week- when your retargeting audience is small, you have to have a smaller budget. It’s often around $10 CPM, rather expensive to do small retargeting audiences but worth it- so if you only have 1,000 people in your retargeting audience early on,
    • Ad variety
      • Have 5-10 ads in the retargeting ad group so Facebook has a number of ads to choose from to deliver variety to people. Pause ads when their frequency is above 3 in a week (unless they’re converting so well that you don’t care!)
    • Exclusions
      • Exclude people who’ve bought- don’t annoy them by showing them the thing they’ve already bought- create an audience of people based on the url of the purchase confirmation page and exclude them based on that or the purchase conversion

REPLAY: 5 Marketing & Sales Funnels Mistakes 99% of Businesses are Making [Facebook Live Show]

Posted on Posted in Internet Marketing Strategy, Marketing Funnels, Sales, Social Media Strategy

Episode SEIS of Live Online Learning (LOL):

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Here’s what we talked about, in addition to attendee live questions we answered:

  • What IS a Funnel?
    • You may have heard of clickfunnels but that only covers a small part of the whole sales and marketing funnel
    • AIDA: Attention –> Interest –> Desire –> Action
    • Ads –> Landing page –> Content –> Capture/owned media (email/retargeting) –> Sales process
  • What is YOUR Marketing and Sales Funnel?
    • You have a sales funnel even if you don’t know it
    • It’s the steps people take to buy from you
    • Map it out or you won’t know how to improve it
  • #1 Mistake: Too Many Steps in Your Funnel
    • People won’t go too far out of their way
    • People want it to be easy
    • People are easily frustrated
    • How many steps do people have to take to buy from you?
    • How many clicks?
    • How many form fields to fill out?
    • Why the fan-getting process doesn’t work
      • Extra step
      • Fans don’t see posts
      • Still have to pay to get visibility
      • Fan buyer overlap is small
  • #2 Mistake: Not Getting Enough People Into Your Funnel
    • Most businesses aren’t reaching enough people
    • How many people do you need?
      • Do the math
      • Ubiquity
    • Cold traffic
    • Retargeting to get them back
  • #3 Mistake: Not Getting Shares and Virality
    • Don’t sneeze at free exposure and traffic
    • Get more people from the people you already get
    • Is your content valuable enough to get shares?
    • Is it the kind of thing people share?
    • Does it make them look good to share it?
    • Is it easy to share? Share buttons?
  • #4 Mistake: Not Creating and Testing Enough Ideas
    • How many funnels have you created?
    • Are you split testing landing pages?
    • How many new ads have you created this week?
    • If you only have one idea for your funnel, what if it doesn’t work?
    • Russell Brunson says on average with a new business idea they have to try 7 funnels before they create one that’s profitable!
    • When we split test landing pages in lead gen we get 5x the leads
    • Too few ideas leaves you vulnerable to failure and going out of business
    • More ideas means bigger results and profits
  • #5 Mistake: Don’t Be So Inbound and Anti-Push That You Never Close Any Sales
    • Without customers, you go out of business
    • Does your funnel, content and lead magnets pre-sell them?
    • Does it make the sale easier and more likely?
    • Do you ask for the sale or tell them to buy? Are you using calls-to-action?
    • Sell fearlessly. If your thing is valuable and helpful, and you’re focusing on their pains and problems and they’ll welcome it.

 

REPLAY: How to Go Viral and Sell More with Memes [Facebook Live Show]

Posted on Posted in Facebook Advertising, Facebook Marketing, Facebook Posting, Social Media, Social Media Marketing, Viral Marketing

Episode CINCO of Live Online Learning (LOL):

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Here’s what we talked about, in addition to attendee live questions we answered:

  • What are MEMES?
    • “An element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, especially imitation.”
    • “A humorous image, video, piece of text, etc., that is copied (often with slight variations) and spread rapidly by Internet users.”
    • Not unlike cover songs or music sampling by hip hop and EDM artists
    • By nature there is some conflict with copyright and intellectual property, but the law supports music sample and hip hop- memes are very similar.
  • Why use MEMES?
    • Results
      • Big engagement
      • Free shares (viral)
      • Traffic, leads and sales
    • People love them, tap into what they already like
    • Quickly recognizable
    • Fun
    • Easy to create
  • How do you use MEMES?

REPLAY: How to Become an Influencer [Facebook Live Show]

Posted on Posted in Advertising, Facebook Live, Influencer Marketing, Thought Leadership

Episode CUATRO of Live Online Learning (LOL)…

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Here’s what we talked about, in addition to attendee live questions we answered:

  1. Introduction
    1. What’s an influencer?
      1. An author, expert, TV personality, YT personality, celebrity or microfamous in a niche,
      2. Someone with followers and viewers and the ability to influence their audience-
        1. you’re not an influencer if people aren’t affected by you-
        2. you’re not an infuencer if you don’t have a following
      3. Some online influencers make 6 figures just for being themselves
      4. What the minimum you have to have or be to be an influencer?
        1. There are degrees of influence, but real influencers have a significant impact on an audience- if that’s a small audience they might not need to have 100,000 fans, but until you attract the attention of sponsors or media, you may not be that influential
        2. Once you have impact you’ll probably have haters- that’s a good sign- it’s hard to have haters without having a lot of supporters, it means you are pushing people in a direction and not everybody is going to agree- or you can just get a jealousy response from people who don’t like that you’re succeeding
    2. Anyone can become an influencer and get paid for it if they really want to
      1. Do you want to be a famous paid influencer, or an anonymous cubicle worker?
      2. Even if you don’t have a following you can get one
      3. Even if you don’t currently attract followers you can learn how to
      4. Anyone can make a living being an influencer if they work at it
      5. If you have beliefs, talent, expertise or even just a desire to talk to a lot of people? Then you should become more influential. Your voice, your perspective is important. The world needs your contribution. You deserve to influence an audience.
      6. Everyone who performs or influences large audiences experiences fear, even the best most famous singers and comedians- you can overcome it. It’s simply the desire to do and be your best, feeling the responsibility of a teacher or entertainer- use it to inspire you to prepare and to sharpen your performance.
  2. Network – personal
    1. Deepen your relationships
    2. Meet people in person
    3. Get to know VIP’s
  3. Network – online
    1. How many FB friends do you have? Grow to at least 3,000
    2. How many FB page fans? You don’t have to pay for page likes thru ads, but it’s a good idea until you have more than 5-10k. You should promote posts instead when you can, because having fans doesn’t ensure they’ll see your posts.
    3. How many LinkedIn contacts? Keep growing this, and keep it up with your email, Twitter and FB contacts- try to get over 1,000 at least.
    4. How many YT subscribers? YT and FB, social video is like the new TV- you don’t have a TV show to be famous or make money. And if you learn to do it well in social, maybe one day you could have a TV show too. Go for 100, then 1000, then 10,000.
    5. How many Twitter followers? It’s a good idea to have at least 10,000 – you can use tools like tweepi to follow the kind of people you want as followers and many will follow back.
    6. How many Instagram followers? Go for 5,000- there are tools to help you follow the right people and grow faster
    7. How many email subscribers? Email is one of the best
    8. ways to acquire a powerful list you can always go to for attention to new content or to sell things. Go for 10,000 at least; you need lead magnets- leadquizzes is a good start- but checklists are an easy way give value and get emails without a ton of work.
    9. How many podcast listeners? Podcasting is the new radio- even though it’s not mainstream, it’s a great way to have deep influence on people because they listen for a lot longer than people watch videos.
    10. What’s your monthly total reach? Aim for at least 100,000- you can increase this affordably with Facebook ads- do retargeting to stay in front of your web visitors, email subscribers and video viewers with your newest content.
    11. How much interaction or clicks do you get monthly? Some influencers aren’t really focused on website traffic- they do everything with YT, FB, etc but it’s important to have web visitors for retargeting and to get email subscribers- instead of relying 100% on social sites, since you can’t export a FB followering or YT subscriber list, you should own your list so you can contact them anytime you want- this is how Kevin Hart grew his comedy audiences, for example, and now he’s a millionaire.
  4. Teach
    1. What are you an expert in?
    2. How do you deliver value to an audience that will come to rely on you?
    3. Webinars
    4. In-Person Speaking
      1. Conference sessions and breakouts
      2. Paid speaking
    5. Facebook Live, YT Live
    6. YouTube channel videos
    7. Author books – author = authority
  5. Additional Credibility- what separates you from similar competing influencers? How are you better or different?
    1. Build a bio comprised of the following
    2. How long have you been doing this thing?
    3. Media appearances
      1. Trad like TV- Like Lewis Howes recently getting on Ellen or me being on Bloomberg TV news
      2. New like podcasts- not many give you credibility but it’s better than nothing, it proves people are interested in what you have to say- and it raises awareness of you
    4. Teach at an established college or university
    5. Bestselling books
    6. Working with famous companies or chosen by them, e.g. being an IBM futurist and one of the top social media experts LinkedIn says you should listen to
    7. Contribute to popular blogs
    8. Get certificates/accreditation- G AdWords cert/FB cert, e.g.
  6. Charisma
    1. Likability
    2. Humor- entertainment can have its own value even if you don’t teach- you could be an entertainer in the sports niche and make money from athletic companies- JP Sears does a great job of being hilarious about the niche in which he also does serious consulting
    3. Authenticity
    4. Personality
    5. Charismatic Leadership Traits from Professor John Antonakis
      1. Verbal
        1. metaphor and comparison,
        2. Story- do storytelling shows, study story structure and hero’s journey
        3. rhetorical question,
        4. contrasts,
        5. lists and repetitions,
        6. moral convictions,
        7. expressing the sentiments of the collective,
        8. setting high and ambitious goals, and
        9. creating confidence that goals can be achieved.
      2. Non-verbal – go to toastmasters, take improv and acting classes
        1. animated voice
        2. facial expressions, and
        3. Gestures
  7. How to get paid
    1. Consulting
    2. Sponsorships and endorsements- make sure to follow the FTC rules about disclosing when you’re being paid for what you’re saying, or you could get fined big time
    3. Live speaking
    4. Paid webinars

REPLAY: 5 Biggest Lead Gen Mistakes [Facebook Live Show]

Posted on Posted in Advertising, Facebook Live, Lead Gen, Social Media Lead Generation

Episode TRES of Live Online Learning (LOL)… as usual we debuted a cool cheatsheet (8 Tips for Lead Magnets That Sell) AND gave away a seat in my Facebook ads course.

To be sure not to miss future live shows, opt in here to join the email list so we can keep you notified!

Here’s what we talked about, in addition to attendee live questions we answered:

  • Why build a list?
    • Most people don’t take action right away first time they come to your site- what % of your visitors become customers the first time they come to your site? How long do they spend on your site the first time they come? Often it’s just a couple minutes.
    • You have to build a relationship and take time to tell the whole story of
      • your value proposition,
      • your company,
      • how you can help them,
      • how you’re different,
      • why they should work with you
      • And you need to capture their info so you can continue that relationship.
    • Historically email marketing is the highest profit digital marketing channel, period.
    • Along with retargeting, it’s hard to do profitable digital marketing without email marketing and lead gen.
  • Do you have an email list?
  • What should leads cost?
    • List some of our results
    • Home furnishing client: 84% reduction in cost per lead through customer analysis to discover ideal customer profile, plus ad and audience testing.
    • Self-help author: 32-cent quiz leads and $3 ebook leads.
    • Staffing company: job applications at 75% lower costs than CareerBuilder.
    • Travel and hospitality: 10-cent B2C leads.
    • Marketing services: $1.82 B2B leads through combination of ad testing and personality quiz.
    • Musician promotion and mentorship website: 7x the new users mainly by testing 80+ images and 15 audiences.
    • Microsoft partner cloud hosting company: $29 B2B leads from CTO’s and IT sys admins.
    • What are your leads costing you?
      • If they’re free, you’re probably not advertising which means you can’t accelerate your volume. Very few companies find free ways to drive enough lead volume.
    • How do you drive down lead gen or email subscriber costs?
      • Smart advertising and testing- having an optimization process to drive more action at a lower cost- ours is called A.C.T.
      • Conversion optimization through split testing
      • Great lead magnets- creating and testing 4-5 of them at least over time
      • Have you analyzed your audience with facebook audience insights?
        • Targeting helps a ton- if you’re in front of the wrong people, you may not get leads, and even if you do, you won’t get sales
  • How do you get more leads? Are you getting enough leads? How many new leads or email list subscribers are you getting a day?
    • Are you giving people a reason to give you their contact info?
    • A newsletter isn’t good enough
    • Are you split testing your landing pages
    • Do you want five times as many leads?
    • List the x times we got from each kind of testing
  • Are leads good enough or do you want sales
    • Are your leads becoming customers?
    • What’s the lifetime value of your leads? (how much revenue does the average subscriber bring you?)
    • Are you reaching enough people? If you don’t get enough leads you’ll never get sales-
    • It’s possible to get leads in a way that doesn’t make them think of you as someone to buy from- they get the thing and forget
    • They maybe get the lead magnet and don’t even read it
    • You might get an email but not have a follow-up sequence to engage and educate and warm them up
  • How being a thought leader increases the power of your lead gen- they want you not just one of you
    • Is it hard to sell the leads you get?
    • Maybe you aren’t differentiating yourself enough
    • How are you different or better than your competition?
    • Do you know who your competition is?
    • Does your lead magnet position you as different and better?
    • Start selling before they talk to a salesperson
  • 10 Lead magnet types
    • What kinds of lead magnets have you created?
    • Quiz, checklist, ebook, case study, webinar, free report, whitepaper, swipe file, cheatsheet, toolkit
    • Whitepapers are boring but credible and highly shared on linkedin
    • Quizzes are the most shared type of lead magnet on facebook
    • Checklists and ebooks are good on fb, li, twit- so doing quizzes, checklists and ebooks is a good way to hit all three.
  • What you need to do great lead gen
    • Advertising (traffic source)
    • Lead magnet (reason to give up contract info)
    • Split testing landing pages, with platform like unbounce, leadpages, clickfunnels, optimizely, optimizepress (or maybe skip this with fb lead ads)
    • Email provider like aweber
    • Email follow-up sequence