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.

 

How to Go Viral and Sell More with Memes

Posted on Posted in Sales, Social Media Strategy, Viral Marketing

[Originally posted on Amazing.com]

Many companies go after engagement in social media. Others go directly for sales. If you can get both engagement and sales at the same time, that’s the holy grail. In this post, we’ll talk about both, using a type of post that not everyone has already worn out.

Engagement itself is valuable because it:

  • Grabs Customer Attention: Many companies spend millions just on reach and exposure, but it’s hard these days to grab and hold attention, and the competition just for attention is fierce.
  • Starts a Conversation: Engagement proves you not only got customer attention, but interest, which is one level better. You can get valuable information from customer interaction that can help you sell better.
  • Creates an Emotional Relationship between your customer and your brand, which increases the chance you’ll get the sale and increases the chance they’ll become loyal to your brand and stay loyal to you. It’s not just about sales, but about long-term customer loyalty.

There are many types of Facebook posts that create engagement. But few companies have taken full advantage of memes, which is crazy because we want Facebook posts that get shares, and…

A meme (/?mi?m/ meem) is “an idea, behavior, or style that spreads from person to person within a culture”.

You can take any of your own images and turn them into memes with this tool: https://makeameme.org/upload

For example:

Is Freemium Content Marketing Killing Your Sales?

Posted on Posted in Content Marketing, Lead Gen, Sales, Social Media

imageWhat’s the point of content marketing? What’s the goal? Why do we do it?

Some would say it’s to grow an audience. Some say it’s for search engine optimization. Some do it for lead generation. Some only care if it ultimately increases sales.

My problem with focusing entirely on freemiums and growing an audience with free content is that it can almost become “guilt-trip content marketing”…

“Hey, if we give them a whole bunch of free content, they’ll feel like they owe us and they’ll have to buy from us!”

Whether that’s consciously or subconsciously manipulative (no more manipulative than trying to sell people something), I’ll table for now…

Even if the freemium approach is “get-to-know-like-trust-us” and we’ll build-an-audience, it only works sort of well.

  1. So you’ve grown a list of 10,000 or 100,000 emails…
  2. And 20-30% of those people open your email- are you emailing daily or every other day or twice a week or weekly?
  3. About 8% of them click to the site and read more free content-
  4. How many of them are actually buying something? Are you tracking that?

Freemium, high quality content marketing is only PART of the answer because… we human beings are all a bunch of freeloaders!

We’ve Created a Bunch of Information Freeloaders

As content consumers, we’ve been trained now to expect a lot of free helpful content.

Marketers have been taught over the last decade to create free content that is as good as content people should have to pay for, but the companies that are creating this free content aren’t getting paid for it…

  • How many newsletters have you joined and then never paid that company a penny?
  • How many podcasters have you listened do and never given them a dime?
  • How many bloggers have you read and you’ve never bought their course?
  • How many blog posts have you read and you don’t even remember them or who wrote them?
  • How many whitepapers and ebooks have you downloaded and you didn’t fully read and you don’t remember where they are on your computer?

This freemium deal with the devil strategy only makes sense if you can monetize that audience- but are you monetizing that audience? How? Are you tracking it well enough to know it’s profiting you?

Sure SOME of this audience of freeloaders converts without you trying that hard. But how many more people would have converted, how much higher would your ROI be if you’d thought about converting them? If you were better at direct marketing?

So content and lead gen are just one piece of the puzzle and if you do them the wrong way you make it hard on the salespeople. Or if you’re an entrepreneur you make it hard on yourself to get sales.

You haven’t done all the work, just part of it…

Why Do People Buy?

Because we as people only buy when we are really excited or in really big pain we can’t stand one second longer or when marketers make us feel special or we think it’s a really good deal on a really valuable thing that’s going away forever (there has to be value and trust there for that to work, of course)…

  • Why should the potential buyer take action with you right now?
  • Why not procrastinate?
  • Why not ignore you?
  • Why not choose your competitor?

You have to sell. How?

  • Urgency
  • Scarcity
  • Pain relief
  • Gigantic opportunity now
  • Limited-time only

The difference between rich and poor people, billionaire and middle class, successful sales organizations and unsuccessful ones is understanding:

  • Pain
  • Value (which includes relevance)
  • Urgency and
  • Tribes

“Join our tribe now and we’ll relieve your pain and you’ll be special and have super powers like us but if you want in, you have to join now, for a limited time only!”

This is the difference in getting 2% of your webinar attendees to buy and 16% to buy.

It’s the difference between 1% of people interacting with your Facebook post and 21% interacting with it.

The difference is measurable and huge.

  • Why is your thing a new, big, limited-time opportunity?
  • Why NOW?
  • Why do you think Microsoft puts out new versions of Offce and Windows all the time?
  • Why are there always new iPhones?
  • Why are there new models of the same cars each year?
  • Why does the McRib keep going away and coming back?

If you’re too free and too available, you’re not that interesting. When they see your content there’s a lot of hmm and huh and meh. You can’t compete.

So- the biggest pitfall of the marketer is being too soft, not wanting to sell.

Don’t be soft.

Sell Something and Track It

Freemium is not bad. I do all kinds of lead magnets. They’re great. But you have to sell something too.

  • You need to track which of your leads become sales.
  • You need to track which of your customer targets are not just great lead sources, but which ones are great buyers.
  • Which of your lead magnets create customers, not just leads?

Use AdWords and Facebook pixels and conversion tracking. Make sure you have a way to trigger a conversion for the purchase not just the lead. Then you can track all of that back to the content.

If you can’t do that, your content marketing and freemium work will always be off target, and you’ll be at a competitive disadvantage.

Speakers, Authors & Consultants: Do It Marketing with David Newman [Video Interview]

Posted on Posted in Branding, Digital Marketing, Interview, Sales, Social Media Marketing, Social Networking

David Newman is a nationally-recognized marketing expert and author of the Amazon #1 bestseller “Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition.”

David runs a marketing and training firm dedicated to helping speakers, consultants, and high-fee experts maximize their influence, impact and income.

David’s instant-action marketing advice has been featured and quoted in The New York Times, Investors Business Daily, Sales & Marketing Management, Selling Power, Forbes, Fortune, Entrepreneur Magazine, and hundreds of media outlets throughout North America. Free marketing resources are online at http://www.doitmarketing.com

Content Marketers: Do You Want Buzz or Sales?

Posted on Posted in Content Marketing, Sales, Social Media ROI

Content Marketing is The Big Thing right now. Everybody wants to write a book about it. Companies want to spend millions on it.

Just like previous marketing tsunamis – SEO, digital advertising and social media – content marketing has a “marketing must-do.”

As companies begin to adopt content marketing, they run into a few common obstacles:

  • The Red-Headed Stepchild: “Why are people ignoring our content?”
  • The Big Chill: “Why isn’t our content getting more engagement and shares?”
  • The Content Treadmill: “How do we create enough content to stay in front of people frequently?”
  • Curationophobia: “If we curate content, we lose traffic to other websites!”

But the biggest problem is one that most of them are not yet thinking about.

The Revenue Black Hole: “Why isn’t this content creating sales?”

I’ve been in the content creation game since 1999. And I’ve created content for all kinds of goals: awareness, traffic, leads and sales.

What I’ve found is that it is immensely tempting to try to create content that gets buzz and traffic and shares.

You see other LinkedIn posts with 20,000 views- you want that too. You see Buzzfeed getting 20,000 shares on a post- you get buzz envy.

Buzz-Envy: “How can we go viral like they did?”

Buzzy viral content does not necessarily create sales. The most viral content is funny or weird or tear-jerking; but it doesn’t make you more likely to buy something.

Yes, there are exceptions. There are a handful of examples that contradict this, like Blendtech or Old Spice (but you’ll find they are not only viral- they also make a strong point about the product).

If you take a look at the most shared types of blog posts (for example, a “Where Should You Actually Live?” quiz) and try to think about how you’d create one for your business (for example, a “When Should You Actually File Your Taxes” quiz), you’ll see that your content doesn’t fit the buzz formula, and it’s just a distraction…

The most SHARED posts in the least year, according to BuzzSumo:

  1. 20 Reasons Why Your Big Sister Is The Greatest Gift Your Parents Gave You (2.3 million shares)
  2. The 46 Most Brilliant Life Hacks Every Human Being Needs To Make Life Easier (2.0 million shares)
  3. Is Drinking Wine Better Than Going To The Gym? According To Scientists, Yes! (1.8 million shares)
  4. Do You ACTUALLY Know The Lyrics To The Fresh Prince of Bel-Air? (1.8 million shares)
  5. Can You Pass The Psychopath Test? (1.7 million shares)

Are any of those relevant to what you ACTUALLY sell? Unlikely.

(Are they relevant to anything anybody sells? Maybe a wine company could use #3… assuming they wouldn’t get sued by somebody for taking that position. If that’s not a risk there, then I would go for it- because you don’t have to say no to shares if it’s also going to help you sell.)

Those are fine posts for Buzzfeed and Playbuzz, who make money on display ads. But not for most other businesses.

One of my most popular blog posts in the last year was “The 20 Most Viral Posts on the Internet And Yes They’re Shocking.” It was buzzfeedy. It brought in some email signups, but no business inquiries.

And although I can’t track it currently, I would bet those email subscribers are some of the least likely ones to buy from me.

Why? Because that blog post topic does nothing to QUALIFY someone as my buyer or to PERSUADE them to buy. I sell audits and advertising management and content creation. We do help people with Facebook posting and getting more shares, but that’s as close as that post comes to our services, and not even one of our most popular services (it turns out most companies don’t realize how much of a problem they have with their posts- or how much better their results could be- so it’s not a pain point currently).

Ironically, within a year of posting “The 20 Most Viral Posts on the Internet And Yes They’re Shocking,” I’m teaching that the most viral posts may be the least profitable.

I got sucked into two TRAPS:

  • Traffic-for-traffic’s sake, and
  • “Look at my big share numbers!”

I made a decision a couple months back to only write posts I thought might make people buy from me.

Compare “The 20 Most Viral Posts on the Internet And Yes They’re Shocking” to my more recent posts:

  • 5 Social Media Tips for Meeting & Event Planners: This provides value to one of my prospect audiences… people who can make the decision to hire me as a speaker, or at least get me into the consideration set. This post is an excuse to get in front of that audience. In exchange for their attention, I’m helping them get better results with their events.
  • 11 Reasons Your Site Redesigns Steal Your Traffic – And How To Prevent That: This establishes or solidifies me (depending on how well the reader knows my SEO background) as an SEO expert, and plays on fear of loss. Now when a business moves toward a redesign they may recall my warnings and hire me to consult during the process.
  • 5 Sales Funnel Mistakes That Are Killing Your Business: Similarly, this alerts the brain that if revenue or profits aren’t ideal, maybe they’re making one of these mistakes. People HAVE to know what those mistakes are and then feel confident they aren’t making any. If they are, they may hire me to help out.

With those last three blog posts, there’s a PLAUSIBLE REASON they might lead to sales.

I’m not writing about wine or psychopaths just to get page views and sell ads. I’m selling valuable consulting services, keynotes and trainings, so my content needs to reflect that.

Before you create anymore content, ask yourself questions like:

  • How does this TOPIC relate to what we actually SELL?
  • Why do we think this will make someone more likely to BUY?
  • Does it position us better? Does it establish us as the authority? Does it increase trust in our brand?

And post stuff that makes people more likely to buy from you!

There’s nothing wrong with getting shares and going viral. Just make sure you go viral with something that makes people more likely to buy from you.