Is Your Brand Killing Your Online Sales?
Ok, I’m exaggerating a bit for emphasis. Again. :-) But there is a situation where trying to stay on brand and portray one perfect image to the world can keep you out of step with the top performers and behind the curve on modern marketing. You see, I don’t know if you realize this or not… but there has been a huge paradigm shift in marketing that started back in 2002… (Really earlier than that, with Claude C. Hopkins back in the 1930’s, but it wasn’t really possible for everyone to adopt it until the Internet and Google and conversion code and […]
32-Cent B2C Leads and $1.82 B2B Leads with Quizzes and Facebook Ads
When we do lead generation for clients- we have achieved $0.32 B2C leads and $1.82 B2B lead with quizzes! We help them create quizzes, ebooks, checklists, whitepapers, and then run Facebook ads to generate the leads. Why? Most people won’t buy the first time they hear about you. If you want customers, you need a list of people to contact over and over again. Those are called leads. You need to generate leads. If you want to do lead generation you need lead magnets. The lead magnet is why people would give you their contact info. Maybe it’s a white paper… maybe […]
What if Your Fans Aren’t Buyers and Your Buyers Don’t Want to Be Fans?
There’s an assumption in social media that if we get fans or followers and cultivate and invest in those relationships, that will create buyers- and possibly even loyal customers. Well, you know what they say about assumptions, don’t you? (If you don’t, ask somebody- I’m not going to say it here, because it’s a little inappropriate!) What if cultivating relationships and engagement with customers doesn’t lead to sales? Ok, so engagement probably leads to SOME sales. What if it doesn’t lead to very many sales? What if they’re really expensive sales and it’s not profitable? The data we have from all our clients suggests that […]
What’s Facebook Ad Relevance Score? Is It Important?
I’m about 99.9% sure Facebook created relevance score because advertisers were not getting that clickthrough rate (CTR) is king… check this out: Think CTR and Relevance Score are related? You just about NEVER see an R2 value this high with ad metrics… the closest to this I’ve seen is the correlation of CTR to CPC, and if I recall that was only around 0.5 or 0.6. If you’ve never heard of scatter graphs and R2 values, here’s some background. Excel actually makes it REALLY easy to create one and get the R2 value at a simple level. The point is, relevance score […]
The Key Metrics You Don’t Have That Are Killing Your Profits: A Video Interview with Zach Johnson of Funnel Dash
For most businesses, once they get online, it’s all about growing your list, because you can’t sell everybody the first time they meet you. Only a few people buy the first time they encounter your company. So do you want more profits and sales? Is your funnel efficient? How do you improve it and get more profits? Once you get into list building, and build funnels that drive those people toward a sale, you eventually get to ask the really important questions: What’s the max you’re willing to spend to acquire an email address? How fast can you grow your list? How […]
The Problem With Free Content Marketing
What’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 […]
PODCAST: Video Tips, Comedy and “Picking People’s Brains”
One of my best friends in the marketing world, Jason Miller… A man I’ve been on cruises with (yeah I guess we’re old?) A man I’ve studied VIRAL FACEBOOK MARKETING with (we did a landmark ebook called Contagious Content that guided over 100,000 marketers in how to create Facebook posts that get more shares) A man born on the SAME DAY OF THE YEAR AS ME – we are astrological twins!!! A man I’ve watched STEVE VAI play guitar with MY WIFE with… Jason Miller formerly of Marketo now of LinkedIn interviewed me for his podcast, which rocks as much […]
Why Pokémon GO Doesn’t Matter and Your Company Still Has to Advertise
(Putting aside using Pokémon GO to market a local retail business, if that attracts your target market…) Some people say that if your product is good enough, you don’t need to advertise. You’ve never seen a Pokemon Go advertisement, right? Pokémon GO is a huge phenomenon and making them a ton of money, right? So, you probably don’t need ads? You’re right that Pokémon GO is winning- BUT the problem is that 99% of companies don’t have something awesome enough to drive that kind of word of mouth. Pokémon GO piggybacked on a media franchise that had already sold 200 million video […]
Why You Aren’t Getting the Facebook Video Ad Results You Want
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 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 […]
How Facebook Cut This Company’s Cost Per Customer by 60%
This is the first case study interview in the relaunch of my podcast. And yes, a lot of my podcasts start as videos. :-) Real companies, real campaigns, real results. One of the biggest problems we struggle with these days is an overwhelm – too much information, too many ideas, too many platforms, too many strategies. What actually works? That’s what we’re going to talk about in these case studies. I think it’s time for social marketing to mature. We’re going to talk to companies that are doing big things in social media, and getting quantifiable, measured results. INTERVIEW: Jonathan Leake (Director […]