The 5 Top Marketing Trends For 2018 and 2019… And How to Catch Up

I was recently interviewed for an Entrepreneur Magazine article about trending marketing tactics.

So I talked about the top marketing trends we’ve seen continue to build steam…

(This comes from all the surveys and research, our client work and my “thought leader” peers in the industry.)

But I also talked about how so many of companies I speak to feel like they’re behind.

They feel like they’re the only ones who are behind.

“Our industry is 5-10 years behind,” they say.

They all say that!

If so many people feel like they’re behind…

Maybe everyone is behind.

That means…

No one is behind.

AND YOU can get ahead!

The 5 Top Marketing Trends in 2018 (That Will Continue to Grow in 2019)

Here are the trends I mentioned…
  1. Consumer Privacy vs. Revenue and Affordability
  2. Facebook’s Continued Evolution
  3. Instagram Excitement
  4. Video Marketing Excitement
  5. Content Marketing ROI

Marketing Trend #1: Consumer Privacy vs. Revenue and Affordability

PRIVACY! GDPR had everybody worried and created a rush of activity up to May 25, 2018.

  • American businesses were rewriting their privacy policies, sending emails to renew opt-in in their lists, adding wordpress plugins to notify people about cookies and looking for ways to manage or make retargeting pixels optional and sending out email and mailed privacy policy updates.
  • A lot of people don’t necessarily market to or do business with Europeans, but knew they might have a few on their lists, or that for example a blog post might get shared via Twitter to someone in Europe, so they felt it was impossible to avoid it.
  • More about GDPR here.
  • Don’t make the mistake of thinking this is a one-time thing. This is similar to what happened with Cambridge Analytica… the common theme is PRIVACY. The big debate in America will continue to be: How can marketers help us find what we want while we maintain the privacy we want? What amount of privacy are we willing to give up so that we can buy the stuff we need? This debate has yet to be fully hashed out. I’m not sure everyone really understands yet why they might have to sacrifice ANY of their privacy for companies to be more efficient and profitable and for the things you buy to be more affordable. But it’s true… privacy is expensive, and to some degree worth it, but not all of it is necessary, because we want to save money, too.

Marketing Trend #2: Facebook’s Continued Evolution

  • Facebook will be removing their partner categories, the targeting that came from Acxiom, Epsilon and Datalogix (Oracle), as a result of the Cambridge Analytica data scandal.
  • The good news on this is that we’ve always found that this targeting was much more expensive and not necessarily more effective than Facebook’s own targeting options, like interests, demographics and behaviors.
  • Facebook has been modifying and improving job title targeting for a long time. We’ve seen great B2B results for years.
  • Partner categories will disappear for new campaign creation on August 15th, and will no longer work after October 1, 2018.
  • The good news is that still leaves a lot of great targeting options, and the partner categories were always some of the most expensive options and not necessarily the best. We don’t expect that Facebook ad targeting will be worse without it, and people will feel more confident about their privacy as a result.
  • We’ve seen some interesting improvements in their automatic optimizations. They are getting better and better at showing individual ads to the right people within an ad set to increase the effectiveness of every ad.

Marketing Trend #3: Instagram is Getting More Attention

  • Businesses are wondering about whether they should focus more on Instagram, because the Facebook data scandal made people doubt Facebook, even if it’s temporary…
  • Young people seem to prefer Instagram and Snapchat, but Instagram is easier to market with than Snapchat.
  • In our experience, Instagram’s audience is much younger, but the posts and ads are much more positive and lifestyle oriented.
  • You can advertise on Instagram though the Facebook ad platform, and this is more effective than Instagram posting because you can add a link to drive website traffic, leads and sales, and can control your targeting better than with the in-app advertising options.

Marketing Trend #4: Video Marketing & Video Advertising Continued to Grow in Popularity

  • More and more people are committing budgets to it.
  • It’s getting more press attention.
  • At the same time, after Facebook said in 2017 that the average video view was only 15 seconds, it seems like video view lengths are decreasing even further.
  • There are more and more companies like Promo (from Slidely/LinkedIn) and Animatron that offer short video making tools with stock video footage.. You can put your snappy copywriting text over an interesting or funny video.
  • Surprising insight: our own ad agency data across many client companies shows that customers who submit leads and buy don’t necessarily watch videos very long (sometimes only an average of 5 seconds). In other words, how long they watch the video may not be the most important thing. So companies that are focused on social media leads and sales may want video views but know that video views don’t always drive the bottom-line. Ads that have images and clear, quickly readable text (about what you offer and why we should care) may drive better results than videos.

Marketing Trend #5: Companies Demanding More Bottom-Line Results from Content Marketing

  • Content Marketing has leveled off in popularity and budget, while more business people are asking for content marketing analytics, leads and revenue.
  • Many companies created line items in their budgets for content marketing (the average percentage of a marketing budget spent on content is 26%). They created content, and now they’re wondering, “Why isn’t this moving the needle?”
  • There is content that doesn’t convert. Convert that doesn’t sell. Content marketers who don’t know how to persuade or sell. Content marketers with no training in copywriting or direct marketing.
  • It’s fine to invest and have a strategy and be committed, but do you have analytics? Can you optimized? Are you getting results?
  • Over 65% of content marketers don’t measure their content’s ROI. Oh, so it’s just good at looking pretty? 🙂 72% of B2B marketers measure their ROI, but 65% of them don’t measure the ROI of their content. What?! This is a tragic misalignment and waste of money.
  • It’s true that Content Marketing requires work and infrastructure and can take time to work, but you still have to measure it.
  • You must design content marketing and marketing automation for conversion, whether your goal is leads or sales.

So, Are You Really “Behind”?

Despite what is new… My experience both in the agency and as a keynote speaker who talks to many SMB audiences is that many businesses are behind.

There are strategies and tactics we’ve been recommending for five years that many businesses have yet to even try.

For example, Facebook ads. No matter what is new with Facebook ads, and the fact that they could help many businesses, I would estimate 10% or fewer of them are using them. And for every ten audience members that agree they should, only a handful will either learn how or hire someone to do it.

Another one: even though Google ads have been proven to drive leads, sales and profits for over a decade, there are many businesses who still have yet to even try them once!

The business world moves very slowly for a lot of the 28 million small businesses that make up the majority of American businesses.

BEWARE Shiny Object Syndrome

On the other hand, some people are too far ahead for their own good. They get involved in fads and hype that never pays off.

Like Blab.

Or Foursquare, which 5 years ago was supposed to be the future… but most of the regular people who were supposed to be the main user base have never heard of it. Oh and it’s been valued between $250-500 billion.

And they wonder why Warren Buffet doesn’t invest in tech stocks!

How to Get Ahead NOW

So, you can catch up. You can get ahead. Stay away from fads and hype.

Do smart things. That means: proven things.

Like what?

Google ads. Facebook ads. Blogging. Content marketing. Analytics. Optimization.

And that’s how you’ll get ahead.

Get good at what already works, and it will work for you.
.

The ONLY 5 Options for Digital & Social Marketing Execution & Results

 

Something I added recently to my keynote speeches if my audience is small businesses or entrepreneurs…

I realized that I was perhaps implicitly giving the audience the idea that anyone could do this stuff easily and quickly.

As you may know if you’ve started the digital or social marketing learning curve, it’s a long path and a big mountain- with many paths, really.

Your company has only 5 options for digital and social marketing (if you want noticeable business results)…

To be sure you have someone who can really drive business results:

  1. Sacrifice your own hobbies, free time and families to spend 20-40 hours a week learning for 3 years (why do you think all the job listings ask for a minimum amount of experience?)
  2. Hire someone with no experience and wait 3 years for them to have significant experience and expertise.
  3. Hire expert employees, experienced at ad platforms or analytics: $50-80K per year each – you’re going to need several to cover all the areas of expertise you need.
  4. Hire an expert agency: $30-60K per year (they can keep the costs down by having Tmultiple experts on staff more efficiently to cover multiple clients)
  5. Do nothing, don’t take advantage of online marketing and lose to competitors who leverage digital expertise.

Notice- what is not an option is: Do a whole bunch of random things you read on social media blogs… with no experience, no analytics, no skills… I mean you CAN do that, if you don’t want to create any real impact. But if you want to drive new customers, sales and profits, you need expertise.

Do you want to become a social media expert? Great- which platforms?

Facebook ad experts get hired for having several years of experience and paid at least $30/hour- often $40-50k and up.

You can check out indeed.com for salaries…

Google AdWords experts get paid the same or more- and it takes years to get great at that. Which is more complicated- AdWords or FB ads? They’re both crazy!

Google Analytics? Same story- the learning curve and pay…

So that’s just three areas of expertise, three paths- that for any one small business owner to mount? It’s formidable. And this is one reason so many SMB’s struggle to do it themselves.

Not everybody has the discipline, talent for math, tolerance for or love of geekery and analysis etc to do ads or analytics well, and those that don’t end up struggling by trying to just to the fun or easy parts of social media. The results aren’t so great.

No business has a lot of options until they’re profitable. Once you have profits, though, I highly encourage you to stop wearing so many hats and start doing only what you do best, start become a leader and specializing in management. Learn to be a better leader. Delegate.

In many cases that means letting go of marketing.

I’ve seen some business owners refuse to do this.

After all- they got themselves THIS far, right?

They must be good at it, right?

They might be ok- but they may not be great.

So many athletes are great in high school and make it to college but end up on the bench. Or make it to the pros but wash out quickly.

At some point you hit the maximum of your ability at a thing- and that might be because it’s not really your ZONE of GENIUS. It might not really be YOUR THING.

What if YOUR THING in your company is something else, and you are neglecting that, and hurting your marketing at the same time, by not doing your thing, and doing marketing poorly instead?

SMB leaders also go through growing pains at management and leadership (I’ve gone through this myself!) because we aren’t trained in it and we start out alone and if we’re successful we get help but we never planned to be managers or CEO’s. We may not have had exposure to great leadership. We don’t know how to do it. We make all kinds of mistakes.

So you have to start learning to be a manager and a leader. And it’s hard.

And part of that is learning to outsource and delegate and hire. You have to hire contractors or employees and/or vendor partners.

There are growing pains.

You have to learn to let go.

You might realize you’re a micromanager even though you always hated being micromanaged and you never meant to micromanage anything. That happened to me. I didn’t intend for it to happen, but it happened. My first clue was when I had to ask myself why my people weren’t solving more problems for themselves- had I disempowered them?

If you hate letting other people do something poorly and slowly that you could get done way faster, it’s easy to become overbearing and to micromanage.

It takes patience and empathy to grow your team’s potential.

It’s tough.

But if you don’t learn to be a leader and delegate and let go, you will never grow beyond a certain point.

So many SMB’s never do. And it can be frustrating to be stuck at that level if you want to someday get to a point where things are easier for you!

The law of the lid: your company can’t grow any bigger than your leadership ability.

So start looking at your real strengths: what you do best that no one else can do.

And let go of everything else.

Delegate it.

Hire out for it.

Let go.

So you can grow.

2018 Marketing Director Survey Part 1/2

If you aren’t aware of it, some amazing people have been putting out a great survey for a number of years. It’s called The CMO Survey, and it asks marketing directors, VP’s of marketing and others key questions to figure out what’s going on with marketing and where we’re headed. We wanted to bring more awareness not just to the great work done by Christine Moorman, her team and those at Deloitte, Duke’s Fuqua School of Business, and the American Marketing Association, but also to the trends uncovered by the latest survey.

We, of course, had some of our own opinions and insights to add on the topics in the survey based on our work in digital marketing and social media over the last 19 years… and it took us 2 hours to get through it all! We put the discussion into two videos. We hope to piece them into smaller topic videos soon.

For now, here is part one of two. Go here for part two.

Discussion by the Brian Carter Group. This podcast is not directly affiliated with CMO Survey. All registered copyrights and trademarks remain the property of original owners.

How To Bridge The Offline/Online Customer Experience Successfully

Nowadays, the average customer journey can be rather complicated. Consumers expect retail experiences that are smooth, seamless, and most importantly, omnichannel. As a result, retailers must look at how they can optimize their strategies to offer a holistic presence – bringing together both online and offline operations.

Econsultancy tells us that “nearly 40% of online searchers make a purchase after being influenced by an offline channel”. In maintaining an online and offline presence, it can sometimes prove challenging trying to connect the two. With that in mind, here are some tips for bridging the offline/online customer experience successfully.

 

Keeping things consistent

This first point is perhaps an obvious one, but it bears reinforcing. A big part of connecting the online and offline experience is consistency: in design, branding, and messaging. It’s often the case that a customer may see your advertising out in the real world before searching online to find out more. If your branding doesn’t match up, your credibility will take a hit.

Consumers expect consistency each time they encounter your business. Even if selling online doesn’t form a big part of what you do, a professional-looking ecommerce website that fits with the rest of your communications is essential. It doesn’t have to be a big endeavor, these days. On-brand imagery, language and ease of use are the most important factors.

Cosmetics retailer Lush is a good example. Observe the visual similarities in their online and offline branding below – font choices, color scheme, etc.

There’s something about mobile

As we’ve discussed, modern consumers use a variety of channels to make their purchases today. But one of the biggest things that can get in the way of this is mobile experience. More than half of us still find it cumbersome to complete a transaction on a mobile device, and around the same percentage of retailers fail to optimize their websites for tablets.

On top of that, a growing number of people are keen to take advantage of the opportunity to use their mobile phones while visiting a store, whether that’s to check if what they want is in stock, save money with real-time promotions, or earn extra loyalty points. As yet, most retailers don’t offer this service, so those that do have a distinct competitive advantage.

Shopify users will find that exploring functionality like geo targeting is not as complicated as you might think. For $10 a month, the Geo Targeting app integrates with your store to target offers, news and coupon codes at certain locations. The more visual and eye-catching you can make these notifications, the better.

 

The case for vanity URLs

A vanity URL is a shortened version of your web address that’s easier for customers to remember. They’re mostly used for offline advertisements, such as billboards and posters, so people won’t struggle to recall the website at a later date. What’s more, you can track this URL to judge the effectiveness of your offline advertising efforts.

Once someone has landed on your vanity URL page, you can then look to retarget those users digitally if they failed to convert the first time around. Vanity URLs are also easier to share and perceived as more trustworthy.

Below are some examples of what a vanity URL might look like. You can find out how to set one up for your landing page here.

  • fashionwebsite.com/categories/womens/dresses/party-dresses becomes www.fashionwebsite.com/party-dresses
  • mymusicwebsite.com/events/live-gigs/chicago-street-party-2018 becomes www.mymusicwebsite.com/street-party
  • welovecats.com/cat-breeds/maine-coon/how-to-care-for-your-maine-coon becomes www.welovecats.com/maine-coon-care

 

Why you should be collecting data regularly

Whether offline or online, it’s important to know the best way to contact your customers. While it’s always recommended to collect a name and email when people buy from you online, asking for too much personal information in one go can be offputting – potentially enough to risk an abandoned shopping cart.

So make creating an account optional, and make use of those email addresses to send each new customer a thank you email, along with an incentive to complete a short survey about their shopping experience. That initial contact could lead to a series of feedback requests that help you improve your customer experience, both online and off. Good retailers understand the importance of reputation management – and if you wanted to bring the same ethos in-store, you might want to consider targeted smartphone notifications, surveys that can be filled out via tablet as customers exit the store, or comment cards.

Creating engagement through social media

Finally, your social media strategy can play a big role in engaging customers, whether they shop online or in-store. Even if they don’t visit your website, chances are if they shop with you regularly, they at least follow your social media channels. It’s a great way to remind them about offers, events, new releases, and your company ethos. Never underestimate the power of a good UGC campaign – the ultimate way to bring offline experiences into the online world.

 

In summary, keep in mind that today’s consumers do not see distinct shopping channels. Rather, they will have an overall view of your brand that’s informed by their experiences across multiple touchpoints. A unified approach is key, as the online/offline worlds will only continue to merge.

3 Simple Steps to Build a Social Media Marketing Sales Funnel

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.

When You Don’t Need a Facebook Page

It’s a misconception to assume that the best way to do Facebook marketing is with a Facebook page, and getting fans and posting to them.

There is another option- and that is sending people directly from a Facebook ad to your website. Let’s compare the two strategies, their pros and cons, and thne you can decide which one works best for you.

 

12 Mobile Marketing Stats You Can’t Afford To Ignore

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]

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]

Episode SEIS 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 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.