T&c2019-official-notes - 01.pdf
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OFFICIAL NOTES 1
https://training.com.ve/
ABOUT TRAFFIC & CONVERSION SUMMIT
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It’s a fact. Digital marketing changes FAST. And that’s why every year, for the last 10 years, thousands of the world’s smartest marketers have descended upon San Diego, California to learn what’s new, what’s hot, and what’s actually working RIGHT NOW in digital marketing. Now, it’s your turn.
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If you’re a marketing professional, agency owner, consultant, or entrepreneur, Traffic & Conversion Summit is YOUR event. Welcome home.
TRAFFIC & CONVERSION SUMMIT
c Copyright 2019 Traffic & Conversion Summit, LLC | All Rights Reserved.
trafficandconversionsummit.com
https://training.com.ve/
Table of Contents OPENING KEYNOTE - It’s the End of Marketing as We Know It (and I Feel Fine) | Ryan Deiss....................................................................................................... 15
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“The Squatty Potty Secret Sauce” Revealed: Why Aiming for Viral Videos Is the Wrong Approach to Marketing Your Brand | Daniel Harmon & Benton Crane........................................................................... 23
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Are You Selling Information? Use the 4-Step Audience Ascension Ladder to Explode Your Sales | Russ Henneberry............................................................................................... 34
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How to Craft an Individualized Online Experience that Dramatically Increases Conversions and Creates Raving Fans | Austin Distel..................................................................................................... 40
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Inbox HERO: How to Write Emails that Will Have Your List Clicking, Buying, and Drooling at Every Word | Laura Belgray.................................................................................................... 52 The Agency of the Future
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| Erik Huberman & Marcus Murphy......................................................................... 56 17 Unique Marketing Tweaks You Can Copy, Proven to Drive Instant, Guaranteed Results | Roland Frasier................................................................................................... 60 7 Strategies That Won Big for DigitalMarketer in 2018, Plus 1 That Failed Miserably | Justin Rondeau................................................................................................. 67
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https://training.com.ve/ From Poop to Gold: A Fireside Chat with Dan Harmon | Daniel Harmon & Garrett Holmes......................................................................... 73 Proving ROI of Community: How to Nail Down Value for Members and Drive Tangible Business Impact | Suzi Nelson...................................................................................................... 78 The Agency Growth Funnel | Ryan Deiss....................................................................................................... 87
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Three Money-Making Messenger Marketing Flows You Can Copy and Paste Into Your Business | Arri Bagah........................................................................................................ 93
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From Monk to Media | Jay Shetty...................................................................................................... 103
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“TRUST ME!” Spend Less Time Getting MORE Clients by Boosting TRUST & Social Proof | Jeff Mask....................................................................................................... 112
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7-Figure Crowdfunding Hacks and How to Use Personalization to Find Your Flow: A Fireside Chat with Arman Assadi & Chad Mureta | Arman Assadi, Chad Mureta, & Garrett Holmes.................................................... 116 Brand New To YouTube Ads? Here’s a Step-By-Step Guide To Go From $0 to $1000/day Profitable Spend (and Beyond) in the Next 30 Days | Tom Breeze.................................................................................................... 123 Steal These 7 Content Strategies to Upend Your Milktoast Content Marketing | Lindsay Marder............................................................................................... 128
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https://training.com.ve/ The Rapid Agency Growth Plan: A Surefire Strategy to Scale Your Agency and Land High-Paying Clients Who “Get It” | Dominic Cummins........................................................................................... 136 “The Wholesale Traffic Formula” - How to Instantly Leverage Social Content with Paid Traffic to Drive 2 Penny Clicks and 10 Cent Leads With These 3 Simple Hacks | Perry Belcher & Keren Kang.............................................................................. 141
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How to Build a Social Media Sales Machine (with Organic Content + Paid Facebook Ads) | Amanda Bond................................................................................................. 145 Making Wisdom Go Viral
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| Jay Shetty & Brendon Burchard......................................................................... 149
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Profit with Facebook Ads from Day 1 by Optimizing the Most Important (and Under-Utilized) Webpage in Your Funnel | Nicholas Kusmich............................................................................................ 154
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The 3 Timeless Truths of Launching Any Campaign: Learned from Working with Lebron James, Nike, and Southwest | Beau Haralson................................................................................................ 158
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What Affiliates Want: How To Recruit, Incentivize, and Close Top Affiliate Partners To Go Big For Your Offers And Dramatically Accelerate Your Affiliate Profits | Amber Spears................................................................................................. 166 “The Smart Social System” - Copy the Same Content Marketing Strategy I Used to Build 4 Brands and Generate over $50 MM in the Last 3 Years | Ezra Firestone................................................................................................. 171
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https://training.com.ve/ 7 Conversational Marketing Secrets that Will Give Your Business an Unfair Advantage in 2019 | Dave Gerhardt................................................................................................ 176 Attract and Retain your Best Clients with Challenge Funnels: A Fireside Chat with Dave Woodward | Dave Woodward & Garrett Holmes.................................................................... 181
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Build an Evergreen Sales System with YouTube | Sunny Lenarduzzi............................................................................................. 184
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How One Checklist Generated 6 Figures in One Day: Utilizing the Power of Micro-Events | Zenovia Andrews............................................................................................. 189
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The Google Ads Amplification Matrix | Dev Basu....................................................................................................... 192
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The One-Million Dollar 7-Day LIVE Launch | Brendon Burchard........................................................................................... 198
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How to Produce High-Engagement, High Production-Value Videos on a Shoestring Budget | Victoria Grech................................................................................................. 202 Overcoming the Hardest Challenges Faced by the Modern Entrepreneur: A Fireside Chat with Russ Perry | Russ Perry & Garrett Holmes............................................................................. 208 Quiz Funnels! 3 Quizzes You Can Use to Explode the Growth of Your Email List This Year | Ryan Levesque................................................................................................ 213
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https://training.com.ve/ The Rank And Review System for Amazon Sellers: How to Use Messenger to Take Control of Your Amazon Business | Michelle Smith................................................................................................ 225 What The Top 1% of Agencies Are Doing To Outpace Their Competition | Marcus Murphy............................................................................................... 235 Closing Keynote: Interview With Entrepreneur-Billionaire Richard Branson | Sir Richard Branson & Roland Frasier.................................................................. 239
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Instant Authority - 5 Steps To Crafting a “Micro-Brand” That Captures the Heart, Mind, and Wallet of Your Audience | Ryan Deiss..................................................................................................... 245
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How To Build A Modern Marketing Team | Richard Lindner............................................................................................... 251
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How in The World Are Influencers Crossing $10M/Year Sharing Their Advice and Content!? | Brendon Burchard........................................................................................... 256
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Monetization Magic: 21 Proven Money-Making Strategies from a $300 Million Business | Katie Vogel..................................................................................................... 260 The Client Conversion Campaign: How To Write Cash-Generating Copy That Eliminates Unqualified Leads From Clogging Up Your Calendar and Gets Ideal Prospects To Show Up To The Sales Call Ready To Buy | Jennifer Hudye............................................................................................... 269 The New Content Machine | Tucker Max..................................................................................................... 276
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https://training.com.ve/ The Social Search Traffic Method - A 2019 Pay-Per-Click Ads Game Plan | Vince Reed..................................................................................................... 281 “Wicked Smart” Marketing Tactics, Strategies & Tweaks You Should Be Leveraging (But Probably Aren’t)
| Ryan Deiss, Roland Frasier, Perry Belcher, Richard Lindner, Ezra Firestone, | Robyn Crane, Cole Humphus, Amanda Dobson, Wesley Rocha, Rachel Miller, | & Syed Balkhi................................................................................................. 289
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Big Money From Small Events: How I Made $1 Million+ In New Revenue From Running Live Events On A Shoestring Budget | Oli Billson...................................................................................................... 306
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Building Organic Traffic & Boosting Authority With Guest Podcasting and Blogging: A Fireside Chat with Sherry Bonelli | Sherry Bonelli & Garrett Holmes........................................................................ 311
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How to Create Incredible Fans and Viral Videos that Get a Million Views | Trent Shelton.................................................................................................. 318
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How to Rock Your Product Demo | Dan Martell.................................................................................................... 322
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The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI with Facebook & Instagram Ads | Ralph Burns.................................................................................................... 325 7-Step “Success Loop”: How I Generated Over $1 Billion With My Brands & Companies | Dean Graziosi................................................................................................. 332 How DigitalMarketer Increased In-Funnel Trial Take Rates by 700% | Justin Rondeau............................................................................................... 337
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https://training.com.ve/ Plugging Revenue Leaks to Maximize Your Ad Spend and Create an AirTight Funnel | Grant Perry & Brian York................................................................................... 343 Selling in 2019 - A Conversation Between Two Veterans | Marcus Murphy & Jarrod Glandt........................................................................ 349 Tap Into the Power of Design to 3x Your Website Conversions | Joana Galvao.................................................................................................. 356
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The Powerful 1-2 Book Launch-to-Documentary Strategy to Grow a Massive Following | Rachel Hollis & Brendon Burchard...................................................................... 360
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5 Mental Triggers Influencers Use to Create Lucrative Sales Videos and Ads | Dean Graziosi................................................................................................. 366
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Conversion Multipliers: How to Instantly Double or Even TRIPLE Your Offers Conversions by Leveraging These 3 Quick, Simple and Proven Methods | Perry Belcher.................................................................................................. 369
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Secrets Of $100 Million+ In Webinar Sales: 4 Keys to Maximize Conversion and Profits | Jason Fladlien................................................................................................. 374 The “Success Gap” Framework - Our Proven Method to 5X the Traffic & Growth of Your Digital Business in 18 Months or Less | Syed Balkhi.................................................................................................... 381 The 5-Step Formula to Create A Viral-Generating Audience | Rachel Miller................................................................................................... 387 What It Takes To Scale a 7-Figure Agency: A Panel Discussion
| Sonya Keenan, Jeanna Pool, Zenovia Andrews, Susan Sly, & Marcus Murphy............. 391 9
https://training.com.ve/ “Hot Seat” - Live Deep-Dive Critique of Over $3MM eCommerce Ad Spend | Molly Pittman & Ezra Firestone.......................................................................... 397 7 Hacks Working Right Now Which Can Boost Your Average Order Value By As Much As 200% | Todd Brown.................................................................................................... 402
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Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models | Roland Frasier................................................................................................. 408
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Critical Lessons Learned from Bootstrapping Saas to Explosive Growth: A Fireside Chat with Dave Rogenmoser | Dave Rogenmoser & Garrett Holmes.................................................................. 425
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How to Launch a Business Podcast and Own Your Category with “Lifestyle” Social Media | Julie Solomon & Brendon Burchard.................................................................... 431
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The 3-Pillar LinkedIn Ads System | Ben Kniffen..................................................................................................... 436
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“The Soap Opera Offer”: Discover TV’s Secret Storytelling Formula for Hooking Viewers, 3X’ing Conversions, and Driving INSANE Customer Loyalty | Perry Belcher.................................................................................................. 444 How to Create a Predictable Business that Is Systematic, Automatic, and Scalable Without Stumbling Through the Maze of the Strategies, Tactics, and Tech | Brad Martineau............................................................................................... 448 More Engage, Less Enrage
| Ross Andrew Paquette, Richard Lindner, Kyle Bonnstetter, & Daniel Matishak............ 453 10
https://training.com.ve/ Secrets of eCommerce Giants: How to Eliminate 100% of Your Duty Costs and Save (Literally) Millions Per Year (PLUS the Keys to Breaking Into the Canadian Market) | Steven Page & Daniel Carnat............................................................................ 459 Shocking Lessons from $1.3 Billion in Ad Spend: A Fireside Chat with Scott Desgrosseilliers | Scott Desgrosseilliers & Garrett Holmes.............................................................. 465
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Why Starting Late (with the Right Marketing Strategies) Can Be an Advantage for Influencers | Dave Hollis & Brendon Burchard........................................................................ 471
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Closing Keynote: 5 Things I Wish I Would’ve Known Eight Years Ago | Rachel Hollis................................................................................................... 476
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7 Numbers for Marketers Who Hate Numbers (What They Mean, What to Do With Them, and Why Facebook & Google Never Agree On Them) | Chris Mercer................................................................................................... 481
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The 6-Step Chatbot Campaign Formula That Will Double Your Traffic and Conversions | Natasha Takahashi........................................................................................... 492
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[CASE STUDY] Learn the AdWords Strategies Our Two Agencies Deployed to Increase a Single Client’s Revenue by $1.3MM in 10 months | Michael King.................................................................................................. 497 Opening Keynote: The $5,000 Word | Sally Hogshead............................................................................................... 504 3 Google Ads Superpowers that Give eCommerce Companies an Unfair Advantage | Brett Curry..................................................................................................... 508 11
https://training.com.ve/ How DigitalMarketer Increased Organic Trials by 71% in 12 Months Through Redesigns, Algorithm Updates, and Technical Issues | Amanda Powell............................................................................................... 522 How to Dramatically Improve Retention and Lead Generation With 3 Moves | Mike Arce....................................................................................................... 529
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Sell Without Selling: My Secret to 800+ Online Front-End Orders Per Day, Every Day | Dean Graziosi................................................................................................. 536
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Customer Engagement: Start with the Customer | Dustin Deno................................................................................................... 538
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Find Your Lost Conversions: Social Media Auditing 101 | Ashley Ward................................................................................................... 542
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For Influencers Only: From 6-Figure Debt to 7-Figure Book Deals, the 5 Essential Steps to Building an 8-Figure Personal Brand Business | JJ Virgin & Karl Krummenacher.......................................................................... 554
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How I Grew My Net Revenue By 425% Using Social Media (A Special Presentation for Anyone Who Hates Social Media) | Frank Kern...................................................................................................... 558 How To Use Power Partnerships To 4X Your Business | Perry Belcher.................................................................................................. 562 Overcoming Implementation Paralysis to Focus on the Projects That Matter Most: A Fireside Chat with Sonya Keenan | Sonya Keenan & Garrett Holmes........................................................................ 566 “The Million Dollar” Video Ad Formula That Works Again & Again & Again | Billy Gene Shaw.............................................................................................. 572 12
https://training.com.ve/ Achieving Unicorn Growth: 5 Rapid Customer Acquisition Strategies Guaranteed To Drive Massive Results | Roland Frasier................................................................................................. 576 Expert Facebook Advertising & Analytics | Dennis Yu & Jon Youshaei................................................................................. 585
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Instantly 3X -10X Your List Revenue in 7 Days Flat Without Sending Another Email Or Adding a Single New Subscriber Using The Octopus Method | Amanda Dobson............................................................................................. 590
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The Next GDPR: How the Revised E-Privacy Directive is Going to Shake Up Digital Marketing Even More Than GDPR | Suzanne Dibble............................................................................................... 600
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Unlocking the Power of Your Alter Ego to Transform your Professional Life: A Fireside Chat with Todd Herman | Todd Herman & Garrett Holmes......................................................................... 604
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10 Ways to Grow Your Network, Increase Sales Conversations, and Generate 80% more Leads Using LinkedIn | Marcus Murphy............................................................................................... 608
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How to Scale Your Business Through Joint Venture Relationships | Glen Ledwell.................................................................................................. 612 The Brand Duality: Building Brand Personality + Personal Brands That Work Together To Drive Brand Growth | Ryan Deiss..................................................................................................... 616 The Ultimate Agency Funnel - For Landing Clients On Demand Without Having to Cold Call, Sit In Networking Meetings & Chase Prospects Down | Josh Nelson................................................................................................... 622
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https://training.com.ve/ Turning 1 Customer Into 3: Strategies to Turn Happy Customers into Brand Evangelists and Promoters | Richard Lindner............................................................................................... 631 7 Musts to Start & Scale Your Business to $100 Million Dollars Like I Did | Dean Graziosi................................................................................................. 638
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ACT Like an Analyst: The 3x3 Question Grid to Help Anyone Turn Data into Dollars | John Grimshaw............................................................................................... 643
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The Sales-Boosting Effect of the 24-Hour Thunderbolt: A Fireside Chat with Kim Walsh Phillips | Kim Walsh Phillips & Garrett Holmes................................................................... 652
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Tool Wizardry: We Reveal Our Most Coveted, Closely-Guarded Secret Stash of Awesomely Effective Marketing Tools for You to Steal | Roland Frasier................................................................................................. 659
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Unlock the People-Power in Your Agency to Achieve Your Personal and Professional Goals | Clodagh Higgins............................................................................................. 677
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What’s Working Now in Google Ads & A.I. | Mike Rhodes................................................................................................... 682 Connected: The Weird Little Strategy That Allows You to Partner with Richard Branson, Billionaires, Movie Stars + Influencers | Joe Polish...................................................................................................... 689 Closing Keynote: Prioritizing Growth: A Proven Formula for Ranking & Prioritizing the Ideas That Will Grow Your Business (And Eliminate the Ones That Won’t) | Richard Lindner............................................................................................... 692 14
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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Opening Keynote: It’s the End of Marketing As We Know It (and I Feel Fine) Session Description: Traffic costs are higher than ever, conversion rates are lower than ever, and it’s getting harder and harder to get new brands noticed. Face it…marketing in 2019 is no cakewalk. In this opening keynote, DigitalMarketer Co-Founder and CEO, Ryan Deiss, will break down the cause of these changes, and give you 5 strategies to rise above the noise to compete and win.
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https://training.com.ve/ Technology moves through 5 phases: Phase 1: Discovery and Intention Phase 2: Proliferation Phase 3: Standardization Phase 4: Consolidation Phase 5: Innovation or Disruption Right now, we’re at the end of Phase 5—which means the opportunity for innovation and disruption is the largest that it’ll be for years.
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It’s happened with all these technologies: • Steam Engine • Telephone • Printing Press • Automobile Industry
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History has shown us this cycle over and over again.
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Digital marketing is technology, which means that as digital marketers we are susceptible to the same cycles and forces that impact all of technology. Digital marketing has moved through 4 of the 5 phases:
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Discovery: 1994-2000
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• First banner ad displayed (with a 78% click-through rate!!!) • Dotcom bubble puts the internet in the news • Google AdWords launches
Proliferation: 2001-2009 • • • • •
First Mommy Blog created WordPress launched Facebook, YouTube, Twitter launched Facebook ads First iPhone released 16
https://training.com.ve/ Standardization: 2010-2014 • Google introduced Quality Scores • Panda is launched • Facebook audits advertisements and bans dating sites and weapons
Consolidation: 2015-2019
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• Google and Facebook control 84% of the ad space • Facebook’s ad revenue has doubled from 2009 to 2018 (without adding double the amount of users) • Amazon is accountable for 50% of all U.S. eCommerce sales • Startups spend $0.40 of every VC dollar on Google, Facebook, and Amazon ads • Facebook organic reach is 0.5%
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The question digital marketers are asking themselves today is: do we innovate or disrupt?
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Innovation or Disruption: 2019-? “Today digital becomes king.” -Ronan Shields
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2019 is the year that U.S. digital ad spend will surpass offline ad spend. The digital marketers, agencies, entrepreneurs, and founders who don’t want to accept that it’s time to disrupt are going to be left behind. DigitalMarketer is not one of them. Change is here and our strategy to become a disruptor is simple. Do the opposite of what used to work: 1. Everything that is fast, needs to be slow 2. Everything that is big, needs to be small 3. Everything that is small, needs to be big Here’s an overview of how these 3 strategies work. 17
https://training.com.ve/ Strategy #1: Shifting from Fast to Slow There are 3 ways to make this shift: 1. Fast to Slow 2. Automation to Conversation 3. Scalable to Unscalable and Untrackable Fast to Slow:
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Funnels need to be shifted into a journey. The journey starts as the customer coming to us in an incomplete and sad state. Over time, they shift into a complete, happy state.
Have you mapped your customers’ journey? You can do it for free (without having to opt-in) at https://digitalmarketer.com/journey.
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https://training.com.ve/ Automation to Conversation: For every action, there is an equal and opposite reaction. The action in the past decade has been towards automation and we are about to see a significant reaction to it. This reaction is going to come in the form of talking to your customers. Chat with them on Facebook, use Drift to automate chat conversations on your website, and have bots filter (but NOT replace) basic human interaction.
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Here’s a crazy idea: send emails without links.
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The future of digital marketing belongs in companies who are willing to invest in real-time, one-to-one interactions.
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Two questions to ask yourself during this time of disruption are: 1. Do you know how much it costs you to acquire a conversation (CPC)? 2. How much is a conversation worth (VPC)?
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Scalable to Unscalable and Untrackable:
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If you want to kill any idea, say, “It doesn’t scale.”
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What “it doesn’t scale” really means is—we don’t know if it’s working and we don’t know how to track it.
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Do the things you cannot track. Untrackable Idea #1: Send Emails Without Links • Instead of links, ask for replies or ask if your customer has any questions Untrackable Idea #2: Managed Facebook Groups • Assign a team member to manage the Facebook group • DigitalMarketer’s Community Manager Certification Program Untrackable idea #3: Post Unrelated Content • At DigitalMarketer, one of our most popular blog post is 100 Books Every Marketer Should Read 19
https://training.com.ve/ Untrackable Idea #4: Answer Stupid Questions • Find ways to answer questions that your customers inevitably have • Use Quora to answer questions about your industry or place a “Questions and Answers” section on your homepage Untrackable idea #5: One-on-one Onboarding • Assign a team member to onboard each new client
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Untrackable idea #6: Write a Book (or two) • Writing a book is a painful process with absolutely no track-ability—do it anyway
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Untrackable #7: Publish a Podcast • DigitalMarketer has 3 podcasts: Perpetual Traffic Podcast, The DigitalMarketer Podcast, and Business Lunch Podcast • We have absolutely no idea if these podcasts are helping us acquire more clients
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What unscalable strategies should we commit to testing in the next 12 months?
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If you want to know more about becoming an expert at these techniques, read this book, https://drift.com/books/this-wont-scale
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Strategy #2: Big to Small
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DigitalMarketer created a system that has website visitors self-segment themselves. Here’s what it looks like:
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This added form has decreased our conversions BUT it has increased the value we are able to deliver to our customers.
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With this customer segmentation, we are able to pair our customers with the best programs, which means we’re able to increase the number of customers in those programs. As a result, we’re also able to better predict the ROI we can expect from each lead.
Strategy #3: Small to Big
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Fact: No one willingly follows a small idea. But in the age of disruption, it’s time to become a fan of small ideas over big ones. In 2019, marketers need to define new categories for themselves. Drift has defined a new category of “conversational marketing” and entrepreneurs like Sir Richard Branson have defined a new category of “celebrity entrepreneurship.” I suggest reading Play Bigger, the playbook for category creation. In 2019, marketers need to create movements.
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https://training.com.ve/ Don’t tell stories about your product—change the stories your customers tell themselves through the transformation your product provides. Movements matter. If you want your business to matter, start one. Ask yourself, what do we fundamentally believe to be true about the universe and our place in it?
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And that’s why you’ve come to the right place.
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1. The need to generate traffic 2. The need to convert that traffic into revenue
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In digital marketing, we can be certain things will always be changing. But, we can be just as certain that 2 things will never change.
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Chief Executive Officer, Harmon Brothers
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Chief Creative Officer, Harmon Brothers
Benton Crane
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Daniel Harmon
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“The Squatty Potty Secret Sauce” Revealed: Why Aiming for Viral Videos is the Wrong Approach to Marketing Your Brand Session Description: Harmon Brothers is the agency behind the most successful ads in internet history. Our distinctive video campaigns for brands such as Squatty Potty, Chatbooks, Purple, and PooPourri have driven over 1 billion views and helped produce over $300 million in sales. In this session, you’ll learn humor is great but it’s not the goal, how to maximize the reach of your content, and how you can deliver success within the parameters of your budget. We will teach you how to tell a story that informs, entertains, and sells.
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https://training.com.ve/ Advertising is either ineffective or expensive. Direct response ads are ineffective at branding, but they have a short-term ROI. • For example: The Snuggie Traditional branding builds beloved brands but they are expensive to uphold. • For example: Ford or Nike
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Tip #1: Make Your Ads Character Driven
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Here are 5 tips to create effective and inexpensive ads.
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If an ad or video is too generic, it doesn’t set you apart from the competition.
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For example, this Nike ad:
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Can easily be replaced by this Under Armour ad:
For new companies, we need something more specific. We need characters.
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These Nike and Under Armour ads look alike, but because of the characters they can’t be swapped like we did above.
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By creating a brand character, you get comments like:
Your campaign needs to showcase your customer avatar, it needs to speak their language and it needs to talk about the experiences this avatar is having. 26
https://training.com.ve/ For example with Chatbooks, a photo book and card company, we used a “Real Mom” campaign that focused on the character of an overwhelmed, hard-working, stay-at-home mom. You can view one of the ads of the campaign here.
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These were the results of that ad campaign:
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Tip #2: Your brand character is Obi-Wan, NOT Luke Character stories are what make brands stick. The top 100 grossing films of all time follow a similar storytelling format.
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Your customer is their own hero in their own journey, it’s your job as a marketer to guide them on that journey.
For Camp Chef, a camping grill, stove, and over company, we used a hero’s journey in their campaign, view the ad here. 28
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The results of this hero’s journey campaign were:
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Tip #3: Cut Through the Clutter by Doing Something Surprising but Fitting
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If you surprise the viewers without making it fitting to the product, they won’t remember what the product was. When you tie in a surprise that fits the product, it makes it memorable.
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FiberFix is a company selling household and professional repair products and we created an ad that fit both the surprising and fitting model. You can see the ad here. The ad has 30 million views, has been shared 443,000 times and has increased sales across 30,000 retail stores by over 20%.
Tip #4: Use a Portfolio Approach Direct-response marketers are tempted to focus ONLY on highest-performing assets, but this cuts you off to the amount of customers you can reach. If you create more content, you can reach more customers by increasing the amount of touch points for harder-to-convert consumers. 29
https://training.com.ve/ This other content is called “Side Kick Videos” that establishes the character of your Hero’s Journey video. These are supportive to the hero and, along with your hero video, need to have derivatives for:
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Cinematic Format for Youtube Vertical Format for Facebook Vertical 60s for FB/Insta Vertical 30s for FB/Insta Vertical 15s for FB/Insta 5s Looping Cinematic 60s for TV Cinematic 30s for TV
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• • • • • • • •
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These derivatives are the multiple touch points you’ll use to increase the number of customers you reach and establish a relationship with the harderto-convert customers who need more touches.
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With these derivatives, you don’t want to A/B test across channels (for example, Facebook vs. Youtube), you want to A/B test within channels to see which ad is performing the best.
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Then, measure the entire marketing stack as a whole. No single channel lives in a vacuum and they all impact each other. When you can create a rising tide, all boats rise. This is the most important KPI to measure.
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Tip #5: Use Rhythm
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A short ad without rhythm feels long but an ad with rhythm makes the viewer forget about time. Make the ad as long as it needs to be… but not a second longer.
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Use a “Laugh Graph” to figure out where the content has rhythm and where it loses its rhythm. For example:
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Another way to measure rhythm is with an audience retention curve:
By creating ads that have this rhythm, BedJet, a climate controller for your bed, was able to see these results.
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Get a free copy of our book, From Poop To Gold: The Marketing Magic of Harmon Brothers by texting POOP to 474747.
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Russ Henneberry
Founder, Modern Publisher
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Are You Selling Information? Use the 4-Step Audience Ascension Ladder to Explode Your Sales Session Description: The average information business struggles to consistently generate leads and sales because they are missing one (or more) of the critical components needed to transform strangers into die-hard loyalists willing to buy everything you sell. In this workshop-style session, you’ll leave with a list of action items that will set your information business on the path to enormous sales growth.
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https://training.com.ve/ Information products are: • Courses • Books • Events • Etc.
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Distribution methods are: • Stage presentations • Search • Advertising • Email • Social
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The 4-Step Audience Ascension Ladder sells information products through distribution methods. This is how you transform people who don’t know who you are into high ticket buyers.
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https://training.com.ve/ Step 1: Attention Everyone thinks this is what content marketing is but it’s just the start. In Step 1, you’re driving attention to your business by giving away free products through basic distribution methods. At this stage, you have the least amount of distribution methods available to you because you haven’t captured the prospect’s information yet.
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Product Examples: • Blog • Podcast • Video • Social
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Distribution Methods: • Search • Social • Advertising
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In the attention step, you want to give them value through the product and most importantly, tell them what to do next. You need to build an ascension into Step 2.
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Step 2: Subscription
In Step 2, you’re still not selling anything. Instead, you’re using your product to solve 1 problem that your prospect has. In this step, you’re asking the prospect for a commitment of time over of money. Product Examples: • Lead Magnets • Mini-classes • Online free events • In-person free events
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https://training.com.ve/ Distribution Method: • Content referral • Search • Social • Advertising This is the time to indoctrinate prospects by telling them about yourself and explaining why you started your business and/or created your product.
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Distribution Methods: • Email • Facebook Messenger • Retargeting • Content referral • Search • Social • Advertising
Characteristics of Acquisition Products: • Low cost • Easy to understand • High volume 37
https://training.com.ve/ Your acquisition products are often little pieces of your bigger monetization products. For example, if you’re selling a 5-step course, your acquisition product could be 1 step of the 5 steps. These products aren’t meant to have an ROI, they’re meant to acquire the buyer to ascend them to the next step of monetization.
Step 4: Monetization
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In Step 4, customers are buying your highest ticket item. The majority, if not all, of these customers have bought a product in your acquisition stage. This is the point where you want to see a massive ROI.
Notice how many more distribution methods are available now that the prospect has become a high-ticket buyer.
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Characteristics of Monetization Products: • High-commitment (money and/or time) • Often billed monthly or annually • Low volume
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Austin Distel CMO, Proof
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How to Craft an Individualized Online Experience that Dramatically Increases Conversions and Creates Raving Fans Session Description: The 10-year trend Austin is putting all his chips on at Proof is that the future of online commerce will become more individual, light-weight, and ultimately create a delightful experience that is worth talking about. When you accomplish these 3 things, conversion increases, lifetime value goes up, and your customers become a powerful driver of growth. In this session, Austin will show you how to do just that.
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https://training.com.ve/ In the past, it was common practice to underpromise and overdeliver. In 2019 and beyond, it’s time to overpromise and overdeliver. How do you do both? By creating an individualized, frictionless, and delightful customer experience. An experience with these 3 elements magnifies the value of the product/ service.
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For example, you can charge a customer $40 for a bottle of wine or you can charge them $185 by serving the wine to them on a boat.
How do you make 18x more revenue in your business this year? Turn your product into an experience (serve the wine on a boat) by creating an individualized, frictionless, and delightful customer experience.
Individualized Experiences Are the Future Customers are the growth engine of your business and more importantly, they’re humans. They have personalized wants and needs. We see these personalized wants and needs on the ads displayed to us. 41
https://training.com.ve/ Companies displaying personalized ads are: • Amazon • Spotify • Youtube • Netflix Why aren’t we seeing websites personalized to our wants and needs?
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If somebody visited your website right now, would it be the same experience for every user?
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For example, a business selling to companies can individualize their website by asking users how much money they make or how many employees they have. A B2C company can ask users what their income is or what their job title is.
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https://training.com.ve/ Clearbit, FullContact, Zapier, and Segment are automation tools that will help users fill out these questions. This is how Proof increases leads, demos, and sales by... • Increasing conversions • Saving on acquisitions • Building credibility through social proof They create personalized experiences for new and returning website users.
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The first call to action on the Proof homepage is to watch an instant demo. When a user clicks on “Watch an instant demo” they are brought to the page that asks them the question that will personalize their experience on the Proof website.
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Based off of the user’s answer (Saas, E-Commerce, Coaching, Agency, Other), the next web page will be personalized to the type of business they have.
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The E-Commerce Page looks like this...
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And the Agencies Page looks like this...
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When the user clicks on “Watch your demo now,” the headline on the demo play page is personalized to their business.
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Creating an individualized experience converts.
Proof A/B tested a non-personalized and a personalized landing page and had a 45% increase of demo registrations and a 102% increase of new trials from the personalized landing page. 48
https://training.com.ve/ Frictionless Experiences Disrupt Industries
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It’s not what you sell, rather it’s how you sell it. Companies that are proving this concept are: • Lyft • Dollar Shave Club • Casper • Warby Parker • Carvana • Rent the Runway
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The old way of doing things is to try to make your product 10x better than the competition’s. The new way of doing things is to make your experience 10x lighter than the competition’s.
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Examples of High Friction Experiences: • Complex Pricing: If customers need to request an invoice and there’s a 30 day lag time, you’re doing it wrong • Business’s Schedule: If your customers have to work within your set business hours, you’re doing it wrong • Buy First: If customers have to pay you first, you’re doing it wrong • Long Buying Cycle: If customers are watching an hour and a half webinar to figure out what you’re selling, you’re doing it wrong Examples of Low Friction Experiences: • Simple Pricing: If customers don’t need to take out a calculator to figure out how much your service costs, you’re doing it right • Customer’s Schedule: If your customers can talk to a representative 24/7 (using Intercom, Drift, other chatbots), you’re doing it right • Try First: If you deliver value first, then request payment, you’re doing it right • Short Buying Cycle: If your customers can jump across your funnel at their choice, you’re doing it right 49
https://training.com.ve/ Delightful Experiences Create Raving Fans
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Companies winning because of their delightful experiences are: • Apple • Ritz-Carlton • Lego • Chick-fil-A • Zappos • The Walt Disney Co.
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For example, the investment app Robinhood gives a free stock of GE, Apple, or Berkshire Hathaway to new customers and to current customers if they refer a friend.
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Proof is using this strategy by dedicating a website page that boosts the authority of their customer. This is what DigitalMarketer’s page looks like:
Notice that Proof gives the user the option of going back to digitalmarketer. com before learning more about Proof. They’re not getting in the way of the 50
https://training.com.ve/ user’s experience with DigitalMarketer and forcing the user to go to UseProof. com. Instead, they are showcasing DigitalMarketer’s credibility by being verified by Proof. This verification led to a 175% increase of new trials from Proof customer’s who were branded with “Verified By Proof.” Why are individualized, frictionless, and delightful experiences working?
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At the end of the day, personalization isn’t about you. It is about the customer.
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Laura Belgray
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Founder, Talking Shrimp
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Inbox HERO: How to Write Emails that Will Have Your List Clicking, Buying, and Drooling at Every Word Session Description: In this session, Laura will help you discover why humble ol’ email is your most powerful marketing edge (and why it beats other social media you’re told you “must be on” by a landslide). She will show you how to have a bottomless goldmine of topics to write about, plus give you 10 sneaky tricks to cut through the inbox clutter and write the only emails anyone opens and reads.
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https://training.com.ve/ Email is the engine and even with a small list (6,000 or fewer people), you can make 6 figures. Why is email so powerful? • 58% of adults check email in bed • 42% check email in the bathroom It’s fair. It’s intimate. It’s gratifying.
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Conversational tone Written to ONE person Informal (but intriguing) subject line Instead of writing, “This Problem Is Keeping Me Up At Night [Superduper Marketing Inc.]”, write, “This is keeping me up at night” Don’t give away the whole story Use the subject: What’s cheap, delicious, and stops leg cramps? vs.: Why bananas have the most potassium Don’t make the subject line and preview text the same Don’t leave the preview text in “newsletter mode” Play with punctuation This is so you. vs. This is so you
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Step 1: When You Write Emails, Ask Yourself: How Would You Talk to a Friend?
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https://training.com.ve/ Step 2: Get Regular Be consistent with your content, don’t be the drunk uncle. You want to be steady and regular. It builds trust. If you have ghosted your email list, don’t make a big announcement about your return. Just start sending emails out again.
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Remember: • Your emails don’t always have to be epic • No one ever unsubscribed because your email was too short • You’re not bugging your audience—they are choosing to be there • Don’t get caught up in the Value Trap—value is when: • People feel stuff • People see something differently • You recommend 1 thing you like • You inspire them to try something new • You give them a break from what they’re (supposed to be) working on • You make them feel like less of a weirdo/freak/loser/failure Each email should have one take away for your audience. For example, here is a story from a trip to Mexico that was used to show business owners that there are customers who don’t know their product exists:
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Subject: Possible Drunk Newbie on the Mexico Bus Main Story Point: A woman in the front with her boyfriend kept calling Playa del Carmen “Cinco de Mayo” My Top Takeaway: She’s probably a Mexico virgin and whatever industry you’re in, they’re out there. People are brand new to what you do. Think about that the next time you feel like everyone knows what you know and everyone and their second cousin does the same thing you do.
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• Share your goals • Share your strides (business and personal) • Share your struggles
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Marcus Murphy
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Director of Monetization, DigitalMarketer
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The Agency of The Future Session Description: Join Erik and Marcus as they discuss what 2019 and beyond hold for agencies on their path to achieving growth. Agencies need to adapt to the ever changing landscape in order to thrive. If you’re looking to grow your agency and thrive in 2019 and beyond, this is one you will not want to miss.
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https://training.com.ve/ Can you tell us a little bit about yourself and what accomplishments have led you to being on the T&C stage? I started 3 ecommerce businesses. I sold 2 of them and started advising with brands around L.A., like Red Bull, Verizon, and startups. I realized there were 2 major problems that these companies had when it came to marketing. They were only hiring in-house or they were hiring agencies that were only specialists on one platform, for example Facebook. The agencies that were specialists on all platforms were too expensive.
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Using my network in LA, I hired people who were individual experts and created Hawke Media. Five years later and my agency has 150 employees.
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For us, that never worked but for other agencies maybe it could. In your early days of Hawke Media, did you take on every opportunity? Everything. Our first team was made of specialists in email marketing, Facebook, search, influencer affiliate, web design, and strategist. We would bring in clients and then allocate them to the expert that fit their needs. When each expert would have a full schedule, we’d hire another. Convince people why it’s so important to educate your clients. If you don’t like getting screaming phone calls from clients demanding to know why you’re driving so much traffic and not getting conversions, then 57
https://training.com.ve/ education is key. We’re not going to pretend that we have a secret sauce. The best companies that we have grown are the ones we’ve educated on digital marketing and been collaborative with. These companies have gone on to sell for 9 to 10 figures. Sometimes it can bite you and clients will say, “I’ll just do this myself.” But all of those people just refer you tons of business and their word of mouth becomes larger than what their check would have been anyway.
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Early in your business you really have to protect yourself but if you’ve been around long enough you need to have a long-term focus and education is part of that.
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We sign a client, distribute them to our 5 departments (Advertising, Content, Strategy Consulting, Creative, and Email Marketing). They choose what department they want to work with. We ask them questions to know what they are excited about. Then we look into our team and ask: who would like to work on this, who has knowledge in this industry, and who has the bandwidth. Then we have a kickoff call. We’re currently filming a video that every single client has to watch. The concept is, you’re in this with us. This is a team effort, not just our effort. What’s your day-to-day look like? My day-to-day is still about 30% operating the business. I have to sign checks or jump in when there is an emergency. We hired a VP of sales and other high-level executives to help out with these kinds of tasks. I was 85% of new 58
https://training.com.ve/ business up until 3 years ago. I know how to market and sell things so I was always doing it. Then I gave all of my leads to my team and at first sales dipped but then they came back up, we built the processes for sales, and now we’re closing 40 new companies a month. The other 70% of my day is buying companies and figuring out where to expand. I get to be the sandbox guy and try new things, which sometimes still fail. You don’t have a finish line do you?
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No. We’ve been offered to sell the company. I’ve made my investments and I’m no longer doing this for money. I just love what I’m doing.
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Always try to be better at your craft. If your product is good, everything else comes with it. If you can be really good at marketing, everything else is easy.
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Have a very simple business model. As you grow, we tend to overcomplicate things. My model is: 18% of our revenue goes to operational overhead, 30% goes to services, 27% goes to sales and marketing, and 25% goes to expansion projects and profits.
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Roland Frasier
CEO, WarRoom Mastermind
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17 Unique Marketing Tweaks You Can Copy, Proven To Drive Instant, Guaranteed Results Session Description: Changes to the algorithms at Facebook + Google have made it harder than ever to acquire customers at profitable CPAs. But, higher customer lifetime value and lower customer acquisition costs are actually just a few smart tweaks away from what you’re already doing. You don’t need to reinvent the wheel. You just need to ditch the oh-so-2014 marketing “funnel,” embrace the new marketing “helix” and implement these 17 freakishly effective tweaks to enjoy instant, guaranteed results.
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https://training.com.ve/ The way people discover products has changed. Users are now snowflakes, each one is different and each experience has to be personalized to them in order to get the conversions we’re used to seeing. In 2019, the businesses looking at marketing as a double-helix instead of a funnel are increasing margins and seeing conversions. The marketing doublehelix is made up of a spiral of awareness and a spiral of purchase conversions that connect through evaluation. The evaluation is where the customer decides if they want to cross over from the journey into the purchase.
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One of the best ways to increase margins is to amplify value through:
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Story: Spin your product into a story that makes it more valuable than the competition
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Personalization: Personalize landing page, emails, and products • 113% increase in views and 113% in new accounts • For example, Louis Vuitton sells a $335 passport holder and marks it up to $495 if it’s monogrammed
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Increase Branded Queries • Any search query that involves all or part of your business name or version of it • Increase your chances for ranking for unbranded searches • Ways to Increase: Use offline paid and earned media, referral and loyalty programs, influencers, hashtags, and user generated content Use the Skyscraper Technique from Brian Dean • Piggybacks off of previously published content, writes it to be better and then promotes it through backlinks of various websites • Find the best content specific to a topic: content that has already been 61
https://training.com.ve/ linked to in other articles • Write something better: longer, more up to date, better designed, more thorough • Reach out to the right people: people who have already shared multiple links on the topic
Social Tweaks:
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Go Live • The Facebook algorithm dramatically prefers Facebook live content • 3x the watch time of regular video • 10x engagement of regular videos • Created animated GIFs that can be shared to promote your Facebook live • Give away a chance to win a prize on each live by incentivizing people to post questions and then answer them with a question to increase your engagement • Schedule lives in advance so Facebook notifies all of your followers
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Spy on Your Facebook Competition • On your competition’s Facebook profile, go to “Information”, then “Ads” and pull up all of the ads being used by a page or channel • Alternatively you can use Poweradsspy.com
Paid Media: Figure Out the Path of Purchase • Find the cross channel attribution to know the actual path of purchase from customers
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https://training.com.ve/ Pixel Everybody • Create a blank page in-between your ad and your landing page with a fast load time • Redirect users from the blank page to your landing page • Pixel both users and only retarget the users who waited for the landing page to load • Save 50–75% on your retargeting CPA
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Add Text to Videos • Use captions to increase your reach by 16%, views by 22% and click through by 35% • 85% of people who watch Facebook videos watch them without sound • 76% of those videos need sound to be understood • Caption videos in other languages besides your primary • Rev.com
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Audience Swaps • Take your Facebook custom audience and upload them to Google’s Display Network • Reduces CPA by 20–50% Sweeten the Deal • Offer a premium by adding another product to the purchase at no charge • Start with 1 premium and if they don’t take that offer, then offer another premium • Increases conversions by 50% Call Prospects That Show Interest • Live phone call follow-ups with sales people increase conversions • Shorten the amount of time it takes to have a lead talk to a sales person to be within the first 60 seconds and there’s a 391% increase in conversions • 93% of these calls actually connect to the prospect • 78% of closes go to the first responder • Leadconnect.cc 63
https://training.com.ve/ • Crankwheel.com • Pushover.net Use Native Videos on LinkedIn • LinkedIn native videos get 3x more views and 5x more engagement than embedded videos
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Use Thank You Mention Loops on LinkedIn • For every user that liked one of your posts, tag them in the comments and say thank you to increase the exposure of that post • By tagging a user, they receive an email that they have been mentioned and shows their connects they were mentioned in a post
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Use Interactive Content for Top-of-Funnel Prospects • Assessments • Contests • Games • Interactive infographics • Quizzes at the top of the funnel to engage people
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Quizzes • Create quizzes so their results segment the users and give you personalized data on them • 40% lead capture • 1900 shares on average from each quiz posted • Leadquizzes.com Run More Contests • Contests increase engagement and exposure • For example, we ran a 3-day contest to meet Richard Branson • 515 Entries all pixeled • Performed affinity research on Richard Branson • Now we know how to message our retargeted ads
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https://training.com.ve/ Create Dynamic Content • Content personalized based off of the user’s behaviors and interests • 50% of the people unsubscribe because content is irrelevant • 75% of people are interested in giving a website cookies in return for relevant information • 80% of customers want past-purchase-based recommendations • Open rates increased by 21% and click throughs increased 51% and there were 6x more purchases • Optinmonster.com
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Geo-Personalize Content • Personalize your message based off of where a user is located
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Use Still Images not Animations • Increases CPL • Decreases page load time
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Test Pixels • Pay someone to make sure your pixels are worthy of retargeting Emojis • 30–40% higher click-through rate • Reduces CPC by 30% • 241% increase in clicks using just one emoji
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https://training.com.ve/ Content upgrades • Give users an option to opt-in to get more in-depth content Personalized Push Notifications • For example, “Hi Jane, the skirt you browsed is on sale now. Shop now.” • 33% more conversions • 25% more revenue • wigzo.com
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Personalized images • Place user’s names within the ad in unexpected places (ex. A mug, a tattoo) • 54% more opens • 44% higher click-through rates • 120% higher conversions • Niftyimages.com Evolve your funnel to recognize the uniqueness of each customer and give them messages that are personalized to them. Use value amplification to increase the value of the things you are selling through influencers, stories, and personalization. Look at these tweaks to change your marketing and give a better user experience, allowing you to sell more and rank higher in the search engines.
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Director of Marketing, DigitalMarketer
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7 Strategies That Won Big for DigitalMarketer in 2018, Plus 1 That Failed Miserably Session Description: It’s time to open the kimono and share what worked and, more importantly, what didn’t work in 2018. At DigitalMarketer we’re constantly testing and evolving, whether that’s a new paid strategy, relaunching a website, running tests on landing pages, crafting new offers, or trying out new tech. You’ll walk away with something to implement at your company (and a few tips around what to avoid) in 2019.
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https://training.com.ve/ Video Video should be the most vital part of your content, social media strategy, and ad campaigns.
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The videos that work are: • 15–30 seconds long (maximum) • Video clips from past events, interviews, etc. • Leverage the content you already have and borrow authority from other businesses and people in your niche • Quick, snackable videos • Show prospects the valuable information you have that can solve their problem • Ascends prospects into the next step of the Customer Value Journey • Authentic, entertaining videos • Delights your prospects • Makes them laugh (they don’t even realize they are learning) • Storytelling videos • Prospects at the start of your funnel don’t care about your products, but everybody cares about a story
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https://training.com.ve/ Database Expansion Treat your email list like a database. Expand your database by adding more questions to your form fields. Are forms still relevant to marketing? The answer is yes. 74% of marketers still use web forms and 50% find forms are the highest converting lead-generation tool.
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Micro sites with several form-field website pages are coming back. Use binary segmentation questions and ask them these questions on different pages to expand your data on each subscriber.
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For example, DigitalMarketer asks subscribers: 1. Are you an agency owner or a small business owner? 2. How would you describe yourself at “Company Name”? 3. What is the size of your company? • In specific number segmentations
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Now, you can send these subscribers content specific to their pain points and place them on the customer value journey for the highest-ticket items that are relevant to them.
Invest in Your Top of Funnel Content This was hands down DigitalMarketer’s biggest win of 2018 because we were able to retarget each person who looked at top of funnel content with a relevant offer. Identify the content that works, use it in your ads, and send this to your subscribers. 69
https://training.com.ve/ Invest 10–20% of your budget in top of funnel content and be hyper aware that you are not going to see an immediate ROI. As Ryan talks about in his Opening Day Keynote, this isn’t trackable but somehow, you know it’s working.
Email Reactivation Campaigns Email reactivation campaigns are used to get unengaged subscribers to reengage with your content. There are three phases (and a bonus phase):
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The Triggered Phase • Identify all unengaged contacts that have been subscribed for at least 120 days and haven’t opened an email in the last ninety days • Split these contacts into smaller segments and send emails segment by segment to avoid negatively impacting your email reputation score • Make sure to exclude all new contacts
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The Re-engagement Phase • Email contacts as a friend using informal, natural language • Segment contacts into openers and non-openers • Non-openers go to a win back campaign • Openers get removed from this campaign
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The Win Back Phase • Email with more transparent language, “If you don’t want this information, don’t reply and we’ll take you off this list” • Subject lines, “Is it something I said?” “Am I bothering you?” “Is this goodbye?” • Segment contacts into openers and non-openers • Move openers to Hygiene List • Move non-openers to Unengaged Contacts List The Bonus Phase • Used on only unengaged contacts • Only email them with the highest performing content emails and subject lines 70
https://training.com.ve/ • Drip out in small segments throughout the day • Set up workflows to put them back on the list
On-Site Retargeted Messaging On-site retargeted messaging generates organic leads and sales.
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There are 4 steps: • Show new website visitors a pop-up or chatbot after they have been on the page for 30 seconds • Have the pop-up or chatbot ask the visitor a binary segmentation question • Make sure the pop-up or chatbot offer is relevant to the content they are viewing • Capture their information on the page • Have a follow-up offer for after they’ve converted
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The 5-Step Funnel: 1. Landing page 2. Entry Point Offer 3. Core Offer 4. Profit Maximizer 5. Return Path
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The 5-Step Funnel
In step 4, you want to upsell. If your product is digital, you want to give them a digital upsell and if your product is physical, you want to give them a physical upsell.
Adjusting the “From” Email DigitalMarketer realized that our Gmail inboxing sucked. Only 4.7% of our emails were going into Primary Inboxes and 78.1% were going into the Promotion Inbox. With 60.5% of our subscriber list using Gmail, this was bad news. We found 71
https://training.com.ve/ that all of the emails going into the Promotion Inbox were from support@ digitalmarketer.com, and all of the emails going to the Primary Inbox were from [email protected]. By changing our “from” email address to [email protected], we decreased the amount of emails going to the Promotion Inbox to 2.1%. Look at your email service provider to figure out how you can play by their games to make sure your content is seen by subscribers.
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DM’s Biggest Failure of 2018
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It’s not a secret that 2018 was the toughest year on Facebook. Advertising became extremely saturated and CPL’s rose. At DigitalMarketer, we wanted to try a new strategy to try to get more leads at a cheaper price. We tried it and it failed miserably.
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We expanded our audience outside of our 4 demographic countries to 37 countries and tried to get more leads, instead of qualified leads. At first, things were going really well. We had the most webinar sign ups ever and $0.50 leads.
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Then this happened: • Lowest trial take rate ever • Lowest roll-over rate • Increased refunds for a la carte purchases • Lowest webinar attendee rate EVER • Highest MQL disqualification rate EVER The lesson is that you’re not smarter than Facebook. They know who your target audience is and you have to play by their games to get your content in front of them.
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Director of Content, DigitalMarketer
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Chief Creative Officer, Harmon Brothers
Garrett Holmes
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Daniel Harmon
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From Poop to Gold: A Fireside Chat with Dan Harmon Session Description: Join Dan Harmon, Chief Creative Officer of Harmon Brothers, and Garrett Holmes, Director of Content at DigitalMarketer, as they discuss the creative process behind some of the most successful video ads of all time. Dan will discuss the critical steps one must take to replicate his success while sharing some of the common misconceptions about what makes an ad successful. For anyone looking to increase sales through advertising, this is a session you will not want to miss.
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https://training.com.ve/ How did you get started as an entrepreneur? I was born in Idaho and I have 8 siblings. I was raised on a potato farm without a lot of money, so my siblings and I would make small businesses. Our first was to get potatoes from my uncle’s farm and transport them to Utah and we would sell them door to door. The pitch was “I just brought potatoes from my uncle’s farm in Idaho, do you eat potatoes?” and sometimes people said yes and sometimes people said no.
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Later down the line, I worked a summer sales program selling alarm systems door to door. This is when I learned sales strategies, like overcoming objectives. I learned to sell face-to-face long before I applied it to online video and social media.
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What led you to develop your unique storytelling strategy?
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I’ve always been a huge fan of Pixar and Disney. I went through the creative advertising track at BYU. Books that shaped my creative thinking, How To Get Ideas by Jack Foster Hey Whipple, Squeeze This by Luke Sullivan, Building a Storybrand by Donald Miller, Creativity Inc. by Amy Wallace and Edwin Catmull, and The User Method by Jeff Schwarting.
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Would you say humor is a necessity for success?
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No, it’s just part of it. It’s one of the many tools. The main things you want to tap into are relevancy, relatability, and emotion (which is where humor comes in). Should achieving virality be a goal? Or is that just a positive end result? It’s just a positive end result. The goal is to make content good enough that it doesn’t have to go viral. Marketers are trained to think in terms of quarterly budgets and that’s a good starting point—but let’s say you have $100,000 in budget and you make it back...why wouldn’t you keep spending it? If it’s working, you should keep pushing it. Virality is like catching lightning in a bottle. Instead, focus on what you can control like the conversion and the branding.
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https://training.com.ve/ What do you look for in a company before saying yes to bringing them on? We first ask, “Are we passionate about the product or service?” When you sell from a place of passion, it’s easy. When you’re sold on a product, you have unique insights because you can think like a customer. You can ask, “What was the tipping point for me that made me buy the product?”
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We find that 1 out of 50 people that come to us don’t have a product we believe in. We reserve our opportunities and resources to the products we want to see on the shelves.
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We always test the product and then ask for a “brain dump” to look for anything that helps us get ahead in our testing.
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We ask questions like: • What messaging has worked in the past? • What are your customer reviews saying? • How is this differentiating the market?
We want to present the product in a way that’s really clear to the customer.
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What was the experience like when Squatty Potty approached you?
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Hahaha, first I wasn’t so excited about it. But, we tested the product and I realized that this is a much more natural way to go to the bathroom. I started to read people talking about a difference they also felt and then read a medical study that proved it was scientifically better for you. That’s when I really got behind the idea. What are the critical steps that go into advertising? Casting is a critical step. It’s also one of the hardest steps to get right. When you’re on a set, 4 hours into overtime, and your actor can’t nail their lines, you’re in “extra crispy hell.” We rely so much on brand characters, so our actors are a very critical part of our advertising. This step can also be really difficult because you have to find the character that the brand doesn’t know 75
https://training.com.ve/ they want. Sometimes you have to push them in the right direction, trying to help them see the vision. You also want to shoot for multiple formats. You want a camera shooting high resolution and the character positioned in a way that works on YouTube, Facebook, and Instagram. The biggest cheat code of production is to hire a really good producer, a great director, a great performer, and the rest falls into place.
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An important note, make sure your contingency budget is much bigger than you think you’ll need. We always err on the side of caution to make sure we get it right for the client. We’ll go into our own profit to make sure the client gets results.
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Do you need a high budget to be successful? Can you get this done for $500-$1,000?
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Yes, as long as you structure your script in a clear and relatable way. There are always ways to be scrappy. For example, anyone can learn how to edit and everyone has a device to film in their pocket.
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If you’re going to spend your budget, the best place is to spend it on scripting.
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How important is the editing process?
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The edit is make or break. You have to get the script and filming right but so much of it is made in the edit. Our standard edit is: take the footage from set, put together a rough cut, show it to the creative director, the creative director is usually disappointed, and then we work with it from there. Editing is all about endurance. You need to go through the process, get people to shoot it down, make new edits, and keep improving it. The people who don’t feel failure or embarrassment make huge strides. Can you tell us about one of your failures and how it made you a better creative and salesman? We made a video for a carpet cleaning service client that was a soap opera 76
https://training.com.ve/ but it didn’t get the numbers we wanted. We realized that starting with another subject and then switching back to the product doesn’t work. This buries your lead. You need to grab your avatar immediately. Does this advertising approach work for all businesses?
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We don’t sell products, we sell solutions. If you have a product or service that solves a problem for the customer, then you’re working from a great place. There is a problem to be solved, you have to relate to your customer, and you have to differentiate yourself in the marketplace.
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Suzi Nelson
Expert Community Strategist, SuziNelson.com
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Proving ROI of Community: How to Nail Down Value for Members and Drive Tangible Business Impact Session Description: As Ryan Deiss famously stated, community IS the new brand. Join Suzi to learn the tactics and strategies that will prove the value of your community to your customers... and your bottom line.
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https://training.com.ve/ Community is not an audience. If the conversation is mainly between you and your members, that’s most likely an audience. If conversation is mainly between members of your group, that’s a community. Brand communities take transactional customer relationships and make them emotional relationships.
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Communities can be “housed” on all different platforms. For example: • Facebook Groups • Slack • Forums • Specialized Social Networking Sites
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Last year online, online communities generated a 2,374% increase in ROI. But, only 23% of communities actually calculated ROI.
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Why is ROI so hard?
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• Data can be difficult to obtain and time-consuming to parse • Community benefits can have indirect effects on increasing costs and decreasing revenue • Correlation does not equal causation; attribution can be tricky • Communities innately skew results
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3 Steps to Community ROI Step 1: Know the Goal “The role of marketing is to move prospects seamlessly through each stage of the Customer Value Journey.” -Ryan Deiss The Customer Value Journey moves people from a complete stranger of your brand to somebody who promotes your brand without you asking. This is what the Customer Value Journey looks like:
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But, community can’t move people through the entire Value Journey. That’s what other elements of your marketing are for like email marketing and content marketing.
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Aware and Engage
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The most successful brands focus on 1 of 3 areas of the Customer Value Journey when they first start their community:
For example, CMX Hub on Facebook Group has resources for Community Managers. They use this group to introduce prospective customers to their annual summit.
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Excite and Ascend
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Metrics this Community Can Affect: • Lead acquisition • Site engagement • Increase in offer awareness • Retargeting list growth
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This is for your customers after they have purchased your product. For example, FabFitFun has a forum where subscribers can talk about subscription boxes, beauty, health, wellness, celebrity gossip, etc.
Metrics this Community Can Affect: • Retention • Customer lifetime value 81
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Offer conversion rates Email open-rates and click-through rates Brand sentiment Brand loyalty
Advocate/Promote Communities
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Metrics This Community can Affect: • Lead acquisition • Retention • Customer lifetime value • Brand sentiment • Testimonials • Affiliate sales
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Activating and equipping your advocates and promoters through reviews and testimonials. For example, the Yelp Elite Squad gives squad members exclusive access to new restaurants and has them promote the restaurant.
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More examples and tips on how to start a community visit here.
Step 2: Decide Your Math
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Know what you are measuring and make sure it’s applicable to the community that you are establishing. For example, if you’re measuring lead acquisition for a community that is geared toward exciting and ascending your customers, you won’t find the results you are looking for.
Step 3: Consider the 3 C’s 1. Costs for Communities are Front-Loaded There are a lot of investments up-front to make a community happen, even if you are using a free platform like Facebook. 82
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Communities take time to build and grow and it can be months or years before you see a return. 90% of community value vs. costs tends to look like this:
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Communities who love you may only tell you how awesome you are—which is great but doesn’t help your bottom line. To combat this, you can use different types of sampling.
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Example: Systematic Sampling where every name has the same probability of being chosen Step 1: Divide total # of members by desired sample size to get value “X” Step 2: Pick a number between 1 and the value of “X” Step 3: Starting with your random number, take every “X” person For example, let’s say you have 10,000 members and your desired sample size is 1,000. Step 1: 10,000 Members/1,000 Members = 10 Step 2: Pick a number between 1 and 10, in this case we’re choosing 7 Step 3: Starting with the 8th record, take every 10th person (7, 17, 27, etc.) 83
https://training.com.ve/ Example: Stratified Sampling where you group community members by specific traits (location, gender, newbie, lurker, etc.) Step 1: Group community members by desired trait Step 2: Gather systematic samples from each subgroup (as we did above) 3. Correlation does not equal causation
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It’s very difficult to attribute a change to your community efforts by using control groups. Compare benchmarks of community members to a comparable sampling of non-community members by split testing.
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1. Tell 1 group about the community 2. Don’t tell the other group about the community 3. See what happens
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Some ROI’s are invisible. This is called “Social ROI”: a way of measuring values that aren’t traditionally reflected in dollars, including social, economic, and environmental factors.
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It answers the question, “How effectively is my company using its resources to create value in the world?”.
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Social ROI asks: • Who changed? • How did they change? • How do you know? • How much is you? • How important are the changes? This can be achieved through surveys that survey people prior to entering your community and after being in your community. For example, let’s say you’re a non-profit trying to close down a puppy mill by getting community members to sign a petition. How do you financially calculate the ROI of your efforts?
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https://training.com.ve/ 1. Measure cost of collecting signatures via community vs door to door 2. Compare and contrast how people felt about the issue before and after the campaign, their knowledge of the issue, etc. Remember, that response bias can skew these numbers. What is the return your customers will get from being involved in your community? This is your Return on Involvement (ROI). The general community categories for creating ROI are:
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1. Information
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ROI: Members acquire new skills by being involved in the community
2. Authority
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For example: • Peer support • AMAS • Training • Workshops
ROI: Members become leaders among their peers
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For example: • Member spotlights • Advisory boards • Interviews • Guest writers 3. Belonging
ROI: Members find connection and friendship For example: • Guidelines & moderations 85
https://training.com.ve/ • New member onboarding • Encourage self-disclosure • Initiate introductions
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Community Caution: use contests, swag, or other financial incentives very carefully. Try not to motivate the community with money.
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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The Agency Growth Funnel Session Description:
Learn the exact, 7-step client sales and on-boarding process we use at DigitalMarketer, plus the secret to prospecting like a generalist... while charging like a specialist, along with a simple little trick that filters out virtually all the “lookie loos” and “crazies” with unrealistic expectations. Not only will this session teach you how attract and convert MORE CLIENTS who are easier to manage and paying you higher retainers, but you will finally be back to doing work you actually enjoy doing!
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https://training.com.ve/ Without the Agency Growth Funnel, we have clients who demand unrealistic expectations from us, don’t listen to our advice, and don’t pay us what we’re worth.
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With it, we have a profitable and predictable client attraction, converting, and onboarding process.
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Step 1: Engage With Content
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Your content needs to be specific and tactical. For example: writing a blog post titled, “Digital Engagement In The New Economy” is neither specific nor tactical. When was the last time you woke up and thought, “I wonder what’s going on with digital engagement in the new economy?” You most likely never had this thought and neither has your prospect. Specific and tactical blog posts look like this: “3 Copy and Paste Facebook Campaigns That Generate Leads From Scratch.” This makes readers say, “Wow, that’s awesome. Can you do it for me?” Your answer: “I’m not sure. Let’s work through this checklist first.”
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https://training.com.ve/ DigitalMarketer Recommendations: • Answer commonly asked questions through weekly videos • Best place to post the video in 2019: LinkedIn
Step 2: Capture With A Checklist To explain the agency checklist, we’re going to use an experience we are all familiar with: going to the doctor. When we go to the doctor, we don’t walk into the room, tell him that our WebMD search diagnosed us with condition X, and that we need prescription Y to fix our problem.
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The experience is more like this: 1. Doctor asks you what your symptoms are 2. Based off of your answers, they prescribe you the medication of their choice 3. You decide if you agree or disagree with their diagnosis
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This is a carefully choreographed process that we can use to onboard new clients. Using checklists, we can ask clients what their marketing challenges are and decide if we have the right solution for them.
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For example, DigitalMarketer has a 73-Point Double Your Sales Checklist that you can use to onboard new clients and figure out if your agency is the right fit for what they are looking for.
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• Prospects that you know you can help, you onboard • Prospects you can’t help, you bring to your referral network
Step 3: Close With A Journey When the prospect knows what they want and then you immediately tell them your price, you place yourself in a box that is going to be really hard to get out of. You’re now the “Facebook agency” or the “LinkedIn agency” which means you are limited to what you can offer them. What do your clients really want to know? They want to know how to get more leads and more customers.
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https://training.com.ve/ How do you make sure you don’t get stuck as a specialist? Using the checklist, the client will figure out what they need to do to get more leads and customers. At this point, you’re going to tell them something weird. They can’t have it (yet). What does a doctor do when they’re not sure what the diagnosis is? They order more tests.
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You’ll tell your client, “I believe this is the thing you should do, but in truth, if we do it right now, I don’t know enough to help you. What I want to do is document the process that people go through with your brand (the Customer Value Journey).”
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This is the DigitalMarketer Customer Value Journey and agencies are charging customers $395-$9,500 (!!!) to help them fill it out.
The Customer Value Journey is the ultimate filter because it identifies everything YOU need to do to make your client successful. 90
https://training.com.ve/ Step 4: Delight With A Quick Win Now that you have fully diagnosed the problem, it’s time to prescribe your solution. Don’t ask the client what they want, tell them what they need to do to get the solution they want (leads and conversions). Doctor’s don’t ask you what medicine you think you should take, they tell you what medicine they know you should take.
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Quick Win Ideas: • Setup a simple Facebook or Google retargeting campaign • Run a heatmap test and optimize a high-traffic landing page • Craft and deploy a 3-part email campaign to unconverted leads
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Step 5: Ascend To Retainer
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If it seems difficult to perform any of these quick wins, is the client big enough to work with?
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IMPORTANT: Do not sell a retainer before this point. The biggest mistake agencies make when selling retainers is...they try to sell retainers.
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This is like proposing marriage before you have gone on a first date. That’s not how relationships work and customers and agencies are in a relationship. Go on dates first (steps 1-4) before you propose. Set a retainer ONLY after you have delivered value in advance.
Step 6: Retain With Team Training It sounds and feels weird to train your customers to do your job but this is the ultimate hack to a successful agency. When you are the deliverer of understanding, your customers like you and perceive you to be more valuable. “When we grasp something fluently, we not only like that thing more, but also think it is more valid and worthwhile.” -Robert Cialdini, Pre-suasion
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https://training.com.ve/ Position yourself as the doctor AND the teacher. How to become an educator in your market: • Author a book or ebook • Create your own online courses • Teach live classes and workshops • Build a corporate training curriculum
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As an educator you aren’t just a service business (like an agency). You’re now also a publishing business. The only risk of the publishing business model is that it is a completely different model from an agency. This could distract you from your current clients.
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To become the teacher without having to put in the time, use DigitalMarketer’s certification courses. You can customize each certification so it looks like you created it specifically for that client, turning you into the professor.
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Step 7: Expand Through Referral
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The only way to get referrals is to create successful clients. You don’t need referral strategies or campaigns. You need successful clients.
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Turn the marketing department of your best client into your future sales people. When you do a good job, they look good. Who are they going to look to when they need more marketing help? You. Agencies are critical to small business growth and using the 7-Step Agency Growth Funnel will systematize your agency.
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Arri Bagah
Founder & CTO, Conversmart
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Three Money-Making Messenger Marketing Flows You Can Copy and Paste Into Your Business Session Description: In 2018, Messenger marketing became one of the biggest growth strategies employed by companies around the world. But, there’s a right way and a wrong way when it comes to building your flows. Swipe these three proven flows for your business so that you can start utilizing Messenger to its full potential.
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https://training.com.ve/ The way consumers interact has changed: • 61% of individuals age 18-44 prefer chat apps over any other communication method • 71% would rather chat with a business than call or email • 1.4 billion monthly active users on Messenger and 1 billion users on Instagram The way we market has to also change:
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• We need to create meaningful 2-way conversations between us and our customer • We have to leverage data to get personal with our customers by using it to personalize our marketing message • We need to leverage AI and NLP to respond to our customers’ questions instantly
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15-20% ecommerce conversion rates (10x compared to email marketing) 80% open rates on broadcasts (4x compared to email marketing) 30% click-through rates (10x compared to email marketing) 33% AOV lift
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Brands on the Messenger platform are seeing:
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Messenger marketing is all about sending the right message, to the right customer, at the right time. The 6-Step Messenger Marketing flow has generated over $100 million in ecommerce sales.
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How can I use Messenger marketing?
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Grow: Build a Massive Messenger List (Set Up Growth -> User One-Click Subscribes)
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It’s easier to grow a Messenger list than it is to grow an email list because there is less friction. When people come to your website, they have to type in their information to sign up. On Messenger, it’s a 1-click subscribe feature.
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This is the data you get when a user subscribes: • First name • Last name • Gender • Profile picture • Timezone • Preferred language • Website visit (location, first visit, etc.) • Cart data (browsed products, prices, quantity, etc.) Use the Abandoned Cart Checkbox to acquire new subscribers by allowing visitors to check this Messenger box placed right under the add to cart button on every product page. 95
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Leverage your Email Checkbox to acquire an email subscriber and a Messenger subscriber at the same time by placing this Messenger checkbox under your submit button.
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Go all in on Messenger marketing by using a Messenger Discount Pop-ups to acquire subscribers. This is by far the easiest and fastest way for brands to get started on Messenger.
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Provide AI-Powered Automated Support by leveraging the Messenger chat bubble. Every user that interacts with your chat bubbles becomes a subscriber.
Embed the Messenger Button on any landing page. Create custom URLs that are linked to a Messenger conversation.
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Engage: Building Relationships and Selling (Engage -> Questions)
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Once you provide a way for someone to opt-in, you have to engage with them.
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Welcome Series:
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Welcome potential customers to your brand with a great experience.
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With the power of conversations, provide an excellent, pre-purchase experience that gets your customers to purchase.
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Users who opt-in the first time will receive these messages.
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Abandoned Browse Flow:
Brands usually don’t collect a customer’s contact information (email) until the user reaches checkout. The Abandoned Browse Flow will trigger if a user looks at a product without adding to cart. This cuts down retargeting costs.
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Cart Recovery Message:
When a user opts-in and goes on to add a product to cart and does not continue to checkout, we can trigger a Cart Recovery Message. Brands on average recover 10x more carts at a 15-20% website conversion rate.
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Support: Leveraging AI to automate 75-90% of FAQ’s (Automated Support -> Human Support) Messenger is an interactive platform meaning customers can have real-time conversations with your brand. Instant communication is a standard in 2019, and you want to leverage AI to understand and respond to these questions right away. 75-90% of your questions can be automated.
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Jay Shetty
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Award-Winning Host, Storyteller, and Filmmaker
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From Monk to Media Session Description: You couldn’t make this up! Hear a truly once in a lifetime story, of how a young man from London ended up in India living as a monk and then became one of the most watched people on the internet. Jay will share the story behind his meteoric rise and how his life as a monk has given him the secrets to navigate the modern world.
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https://training.com.ve/ Great content has 3 elements.
Great Content Element #1: Intention When I started creating content, my original intention wasn’t to build a brand or business—it was to spread a message and teach what I knew. I believe this purity of intention comes through in the content, which has helped me find success along my journey.
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Great Content Element #2: Invention
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Intention has powerful effect not only on your business results, but on the world—so don’t overlook this point. Our products either wire people to be consumers or we change their trajectory to passion, purpose, and pursuing a meaningful life. This is why, as businesses, we have a responsibility for how other people grow up, think, and breathe.
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My goal as a new content creator was to reach people. I knew that I needed to find the balance between a strategic approach and an energetic approach.
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Your strategy is your insight. Without strategy, you can’t sell. But with too much strategy, you won’t be happy. Your energy is your intention. Without energy, you’ll be unhappy. But with too much energy, you won’t be able to sell anything.
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So the next question to ask yourself is… What is the marriage of strategy and energy? These are the 4 levels to building your content and your brand on social media.
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Machine Content is content that feeds the algorithm, keeps engagement, and keeps you present and active on a daily basis.
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One common mistake is trying to go from machine-level content all the way to mentor. When this happens, you usually end up trying to sell too quickly. Meaningful Content is content that relates to emotions the viewer has experienced.
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Memorable content is content that people save on their phone to show to someone else, quote for the rest of the week, and again in a year. Finally, Mentor Content is content that showcases your expertise and knowledge. Now that you know the 4 levels of the Content Pyramid, here are the 4 steps to follow it: Step 1: What do you/your brand want people to feel? After analyzing 7,000 pieces of content, there were only 5 types of content that went viral: 105
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This includes a range of content that impacts people’s hearts and/or minds.
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Most content barely stimulates the mind, while the most powerful content goes straight to the heart. It’s all about how you’re making people feel.
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Step 2: What is your strength?
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Not every business owner or influencer is the same. Different types of people perform best in different roles, depending on their unique personality.
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Talent, influencers, or celebrities get 50% times more engagement when they are in videos. But, they have to play the right role.
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For example, people copy Gary Vee’s vlogging style. His vlogging styles goes in on the role that he likes to play in his videos. Documenting your journey like Gary Vee works if you have a similar style and role to him, but if you don’t, it’s not authentic.
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Very often we place ourselves in a piece of content that doesn’t naturally align with us. For example, writers who try to play a host role. Or actors who try to play a director role. In general, if you’re great on stage, but not on camera—then use your stage content. But if you’re great on camera, but not on stage—then use your camera content. Reflect on when you are in the strongest place and leverage that in your content. Step 3: What format suits you/your business best? 107
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There are many different formats of content:
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Not every format fits every person or every brand. And keep in mind, your brand should feel like a personality. And that brand personality should be inviting. If your brand was a person, people should want to be friends with them.
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You should aim to find a balance between the different formats. When you achieve that, you’ll get something that looks like this:
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In this example, you might have 2 people interviewing each other while riding jet skis.
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Step 4: When measuring content success, what do you pay attention to?
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What should you measure in your content?
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This image gives you an idea of the relative value of each form of engagement. Comments are good, views are better, and shares are what you really want most of all.
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Great Content Element #3: Impact At the end of the day, your content isn’t there to go viral or make you money. It’s there to make an impact.
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For example, one of my most meaningful projects was working with National Geographic talking about the life of Albert Einstein. We launched a huge competition off of this project called “Chasing Genius.” In this competition, we looked for ideas from across the U.S. that had the potential to change the world. In the very first week we had 30,000 people apply. We chose 3 winners, funded their ideas, and introduced them to the people they needed to know to make their idea a reality. So remember: when you focus on intention, invention, and impact—that’s when you see results.
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https://training.com.ve/ About Jay Shetty: Most watched personality on Facebook 2018 (4 billion views) Most watched video on Facebook 2018 (327 million views) Forbes “30 Under 30” list Streamy Award for best Health & Wellness Creator 2018 #1 Health Podcast on iTunes and debuted #5 Podcast in all categories on iTunes • Raised over $1 million for charities in 2018
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• • • • •
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Jeff Mask
Chief Revenue Officer, JUMP
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“TRUST ME!” Spend Less Time Getting MORE Clients by Boosting TRUST & Social Proof Session Description: As an agency owner, how do you most effectively help your clients get more customers in today’s digital landscape? Join Jeff to learn how to cut through today’s clutter and DISTRUST & how to add a $100K+ in recurring revenue to your agency. And... ...how to save yourself loads of time. There’s a reason why Ryan Deiss definitively says, “JUMP is the perfect agency solution.” TRUST US! If you are growing a Marketing Agency - don’t miss this session!
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https://training.com.ve/ Retainers are an attempt to create predictable revenue around unpredictable value. But—they don’t. Let’s focus on creating predictable value. The digital marketing landscape is changing:
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• 43% of businesses have at least 1 incorrect or missing address across major online directories • 97% of people will read online reviews before making a decision • 4 in 5 local mobile searches result in a purchase • 55% of prospective-customer conversations occur within 1 hour of initial mobile search
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Local search engagement has evolved in the last 20 years. There is a massive trend moving from traditional web results to non-website online presence. Engagement and connection are the gold rush right now. If you don’t leverage that trend, you’ll get left behind.
Consumers want more of an engaged experience right now—how do you leverage this growing trend? 113
https://training.com.ve/ As the digital marketing landscape evolves, these 3 elements are becoming critical in growing companies: 1. Online Listings (SEO) 2. Social Strategy (Social Media) 3. Reputation Management (Reviews) What happens when you focus on online listings, social strategy, and reputation management? JUMP clients see:
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Case Study: Local Service Business
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• 2x more views across Google searches and maps • 2x more customer actions from Google (web clicks, directions, calls) • 5x more views on sites other than Google, Yelp, and Bing
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Using a JUMP Score, we found this business had a 69% listing inaccuracy. Most businesses see an inaccuracy rating of over 50%. Why is this bad? Because Google allows a 5% inaccuracy rating.
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https://training.com.ve/ This client also found that 45% of similar businesses have better reviews. To improve their reviews, they focused on the Four R’s of Reviews: 1. Rating (Quality) 2. # of Reviews (Quantity) 3. Responsiveness (Engagement) 4. Recency (Old Reviews = Bad) For small businesses, 50+ reviews are ideal.
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Are reviews worth focusing on?
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Subway, the largest franchised business in the world, spent an entire day of their franchise training talking to franchise owners about the importance of responding to reviews and how to respond to reviews quickly.
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After working with JUMP, this client saw:
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• 69% inaccuracies to 0% inaccuracies • 409 social followers to 1,305 followers • 2 online reviews to 104 online reviews
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Pro tip: Asking for reviews through text yields a 3.5x higher response rate than asking for reviews through email.
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Chad Mureta
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Arman Assadi
Co-Founder & Chief Visionary Officer, ProjectEVO.org
Director of Content, DigitalMarketer
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Co-Founder & CEO, ProjectEVO.org
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7-Figure Crowdfunding Hacks and How to Use Personalization to Find Your Flow: A Fireside Chat with Arman Assadi & Chad Mureta Session Description: Sit down with Arman Assadi and Chad Mureta, founders of the EVO planner, as they discuss the secrets behind their record breaking crowdfunding campaign that took the world by storm. Learn about why planning and prioritizing your life around your unique brain type is the next best thing for improving the way you run your business.
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https://training.com.ve/ What led you to utilize crowdfunding platforms? Arman: It’s remarkable what Project EVO accomplished and we only did it because of our team. It was difficult. There were a lot of sleepless nights, and a lot of sacrifice. Chad: It had a lot to do with the type of company we were trying to create. With any entrepreneur, you want to scratch your own itch. Once we understood our product, we had to figure out where our target demographic spent their time. For us, that was on crowdfunding platforms.
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Was crowdfunding your initial strategy?
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Arman: It was pretty early on that we knew we wanted to use this strategy. We had already paid for the manufacturing of our product, so our challenge was more about creating a big splash in the marketplace. How do we show people that we’re more than a planner company? How do we put our mission out there for people to resonate with and decide to be a part of this?
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What other external marketing factors went into the launch of the planner?
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Arman: On day one when you launch on Kickstarter (which you should always launch with first) and Indiegogo, you have to have a beta test audience. We created a reservation funnel and built out a sequence funnel that cost members $5-$10. In return, on the day of the launch they would get the best price on EVO planner. We set our goal for $20,000, knowing we would hit it with our reservation funnel. This pushed us to the top of Kickstarter and Indiegogo which furthered our splash. Chad: The 80/20 of the whole marketing strategy was our beta audience that gave us feedback. We took the time to understand our demographic and that’s why, when we launched, we knew what we were doing. The beta audience made people feel like they were a part of creating EVO planner. They then tell their friends. Right now, for every person that comes into our world, 3 other people will find out about it.
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https://training.com.ve/ How did you decide on the goal for the campaign? Arman: We worked our way backwards based off of the number of people who made a reservation. We expected to hit our goal within a day or 2 and we hit it in less than one hour. We also did more than just the crowdfunding campaigns. We did influencer marketing and ads as well.
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One thing that worked really well was tapping into the relationships that we had. We talked to our influential friends, like Neil Patel and Lewis Howes, and just said, “Check out our planner.” We didn’t ask either of them to do anything and they both gave us multiple shout-outs on their massive platforms.
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Chad: When you give a gift to somebody and they know how much time and effort you put into it, it’s amazing how free marketing happens.
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Is this strategy for everyone?
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Arman: I feel like a lot of people think they can take any concept, do a little bit of pre-launch work, and throw it on a crowdfunding site. Too many people think they’re going to get lucky, but we had to throw all of the bullets that we had and then viewed luck as a possibility—a cherry on top. It was a bonus that Lewis and Neil shared it.
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Chad: Hell no. It takes way more work than most people realize. We have a unique relationship where we’re able to lean on each other but there is a serious time commitment. Knowing what we know now, we still aren’t sure if we’d do it again. What made you want to create a product that’s for individuals vs. the masses? Arman: When you buy a product or take a course, you’re opting in to one person’s opinion of what works. That’s what led us to kick off the research of brain types and now we’re working with a university to further those studies. Chad: For me, going to school was such a pain point. I was expected to learn like everybody else but I didn’t. That pain for me made me realize that personalization is real. We’re all wired differently. 118
https://training.com.ve/ How important is product research for a product like this? Arman: We researched our product for 2 to 3 years. We had 70,000 people that had taken our brain assessment, version after version before it was launched. Think back to your life when you’ve been able to identify a part of yourself that was a life-changing moment. If I can describe why I do what I do and why I am the way I am, that changes everything. We’re not showing people who you are or what your personality is. We’re showing them their preferences.
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Chad: It’s the experience of taking the Brain Assessment, looking in the mirror, and recognizing yourself. There has to be that feeling of clarity. It gives people feelings of excitement and hope. It lets them show up in a way they never could before.
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It’s the language that we use that is what made this viral. People know what an Architect is or what Explorer means. Not only do you feel seen, but you see other people as well.
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What benefits do you get from knowing and understanding your brain type?
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Arman: We have a private Facebook group, we’re picky with who we let in, and a lot of people share their stories of how it has impacted them. Students to 75+ year olds. For me, I think of brain type in 2 components.
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First, what should I focus on to thrive and create more flow in my life? For example, for an Architect it’s creating order and balance. Second, what am I not aware of that I should be doing? For an Architect, this is having fun and exploring. This is the balance and it’s not something we’re aware of. Chad: For me, most of my days are me trying to explore. In the past, I thought that I couldn’t have fun because I was in the business setting. I wasn’t doing fun things or allowing myself up to explore and enjoy. It gave me permission to do the things that make me feel great.
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https://training.com.ve/ What has been the impact of your private community? Arman: I used to have this idea in my head, “Community has to be thousands of people,” but it always starts with one person. Just focus on taking care of that first person, then the next 5, then the next 10. You want to then be vulnerable and show them that it’s a safe place to talk about what’s going on. The internet is a crazy place. You see a lot of hate but you also see a lot of love.
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Chad: It’s been game changing. The community was on the forefront of creating the product and now they come to us and tell us that we changed their life.
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Do you still get feedback from the community?
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Chad: Constantly. We always get feedback for the next edition. We are redefining productivity and that’s not about getting more stuff done, it’s about thriving as individuals.
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We use them as our loud speaker and we’re doing amazing things because they raise their hand and tell us what they like and don’t like. That has been our superpower.
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When you market your products, do you keep in mind the brain types of your customer avatar?
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Arman: Yes. And for other marketers, you can identify your avatar’s brain type. We have custom tools that we recommend per brain type. Chad: We know how to communicate to what’s important to our customers. It’s nice to have a community that is so active and that’s definitely why our loyalty is so high. We’re communicating in their language to them. You’re working on a cool project with the University of Texas, tell us about it. Arman: We’re working with their Graduate Psychology department and the opportunity came through a reader of our blog. Our goal has been to prove 120
https://training.com.ve/ the validity and reliability of our assessment and the EVO flow system as a tool. The new project we’re working on is the EVO assessment, essentially our Brain Assessment on steroids. It’s going to be amazing. If people are getting that much value out of the Brain Assessment, this is seriously going to change people’s lives. We’re looking at it as an intervention tool. What does it look like for someone to go from burnt-out to a full understanding of self-identity?
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We’ve done the launches, we’ve made the money, and it’s not about that. It’s about something bigger.
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Chad: Our question is, how can we get people to utilize all of this information? We want people to actually implement it into their lives. Having them involved means that we will have all of the research done that proves our products affect their lives.
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What have you learned about burnout and overcoming it?
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Chad: Obviously burnout is something that happens to everybody. The concept of productivity right now is crazy. It’s this thought pattern of having to work more and it needs to change because our health is on the line. The statistics are telling us this.
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What would it look like to be in flow and would that be the fix for burnout? It turns out that it is. Concentrating on specific things depending on your brain type shows you that your baseline goes up. Your baseline goes up, you’re aware of what’s going on and you’re least likely to get burnt out. What is the concept of flow? Arman: It’s a state of timelessness. You feel your best and you’re performing your best. It can be done in a thinking setting, working out setting, writing setting, etc. It’s when you lose track of time completely. The core component of flow is that when you are in the space, the work that you do feels as if it’s fueling you and giving you energy. This makes it difficult to burn out. It’s the dichotomy of, is this giving me energy or taking energy away from me?
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https://training.com.ve/ Of course, we always have to do stuff that takes energy from us but it’s an 80/20 balance. Chad: Every single successful person that you know of is aware of flow. Their flow score is high. They are picky about what they’ll spend time on and that’s why they do what they do. It’s an old concept that can be leveraged with technology. What are some simple ways to find your flow?
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Arman: One of the exercises I used to find flow is sitting down and listing out everything that I was doing on a daily basis. I would circle the things that gave me energy and defer the things that didn’t. I know this is difficult if you’re on your own as a solopreneur or working for somebody. But I think we’re moving towards a new path where you have to cut out the stuff that doesn’t help you create flow. You have to do things that actually make you more engaged. About 87% of people are completely disengaged or not engaged in the workplace. This is not flow.
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Chad: If you understand the brain type of the people on your team, everything rises. If you become a coach, your business grows. We’re leaning into this deeper level of making sure people are doing the things they need to do to show up in the right way.
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What tangible difference has the EVO planner made in people’s lives?
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Arman: One of our customer’s had their house burn down and all that was left was a few items. One of those items was her EVO planner. She came to our private Facebook group telling us that she had nothing and didn’t know where to go. She said she was using the planner to rebuild one step at a time and was making a conscious effort to keep her gratitude. Chad: We get stories like these every day. We even get, “This is the first time I’ve ever finished a planner.”
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Tom Breeze
Founder & CEO, Viewability.co.uk
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Brand New To YouTube Ads? Here’s a Step-By-Step Guide To Go From $0 to $1000/day Profitable Spend (and Beyond) in the Next 30 Days. Session Description: Youtube is one of the most effective advertising channels out there, yet too few marketers take advantage of it. Learn the tried and true methods Tom and his team at Viewability have perfected to get you started with YouTube advertising... setting your off on a path to profitability.
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https://training.com.ve/ What makes a YouTube ad effective? 3-Step Action Plan: 1. Find your customers 2. Know your numbers (in a new way) 3. Run the perfect YouTube ads
Find your customers
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The first question to ask is, “are your customers even on YouTube?” If the answer is yes, keep reading.
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The second question to ask is, “What are they doing on YouTube?” There are 3 reasons people go on YouTube:
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• They want to know about something • They want to learn how to do something • They want to buy something
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The third question to ask is, “What are they searching for?”
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• Write down the keywords your customers are searching for • Search the keywords on YouTube to see what comes up, and look for videos with 10,000+ views • Write down different variations of the keyword • For example, variations of the keyword, “How to get my baby to fall asleep” are: • 5 Tips to Get Your Baby to Sleep at Night • Baby to Sleep Through the Night • Lullabies for Babies • Tips to get Babies to Sleep • Sleep Music for Babies • Bedtime Songs for Babies • Take this list and plug it back into the YouTube search bar to see the predictive results in the drop-down menu 124
https://training.com.ve/ • Use those predictive results as more keywords for your video titles For high conversion rates, build your video ads and offers around those keywords.
Know Your Numbers The normal profit formula is: Revenue - Cost = Profit
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When we look at profit as an effect of revenue minus cost, we create an uncontrollable factor. The damage has been done by the time we crunch the numbers to find the profit.
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Instead, this profit formula creates more room for growth:
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Where: Revenue = Average Order Value x Funnel Conversion Rate
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With this formula, you decide how much profit to take out of your revenue depending on the cost you have left.
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Let’s say you choose to take 25% profit from your revenue, your average order value is $1,400 and your funnel conversion rate is 2.625%. This means:
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($1,400 x 2.625%) - [($1,400 x 2.625) x 25%] = $27.56 Cost/Lead Now you have your target.
Run the Perfect Ad A.D.U.C.A.T.E. Script Formula Aim—What does your viewer really want? Difficulty—Talk about the problem they have Understand—Let your viewers know you understand their problem Credibility—Prove that you can help them 125
https://training.com.ve/ Action—Give them a maximum 3-step action plan Teach—Teach them something in 10–15 seconds Exit—Call to action Now, look at how your ad is performing. Each time a user clicks on your ad or watches over 30 seconds of your ad, you have to pay YouTube. If the viewer skips the ad prior to it running for thirty seconds, it’s called an impression. For every YouTube impression, how many viewers clicked through (CTR)? You want a 2% CTR.
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Cost = # of Impressions x View Rate x Cost Per View (Cost per view is up to you)
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Cost per lead = (View Rate x Cost Per View)/CTR x Landing Page Conversion Rate
How Do You Increase CTR?
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• Add countdown timers to the end of your videos (increased CTR by 32%) • Tell viewers to get ready to click (increased CTR by 48%) A/B Test Your Scripts
• Make 3 versions of the same script, said in a slightly different way • Split test these ads Lower Your View Rate to get Rid of Non-Clickers • In the first 5 seconds of the video, call out the demographic who your are targeting (use the keyword) • Before 20 seconds is up, get a call to action in the video 126
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• After 20 seconds, give the core content and final call to action (A.D.U.C.A.T.E.) • Be careful using stories and humor as people may watch more than 30 seconds of your video but not be interested in your product
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Co-Founder, DigitalStrategyBootcamps.com
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Steal These 7 Content Strategies to Upend Your Milktoast Content Marketing Session Description: If you’re still playing by the content marketing rules of yesteryear, expect your audience to forget about you in 2019. The game has changed, and so must your strategy. In this session we’ll look at how businesses should approach content marketing in 2019 (and beyond) and 7 different brands leading the way with creatively crafted content marketing efforts that make them unforgettable to their audiences — and how you can swipe their strategy to adapt for your own.
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https://training.com.ve/ The best way to think about content this year is to understand the role of content in the Customer Value Journey. Content is your vehicle and your traffic source is the road. - Molly Pittman No matter what you are trying to do with your audience, prospect, or customer, content facilitates the emotion that will motivate them to take the next step. Here are 7 content strategies to use in your content marketing strategy.
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1. Talk About What Sets You Apart from the Competition
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Allbirds is a shoe company marketing itself as having the most comfortable shoes in the world.
They don’t have a blog and focus their content strategy on warm audiences, retargeting, and sales through email marketing and social media platforms. What sets Allbirds apart from the other shoe companies is the material their shoes are made from (wool, tree, and sugar). They create content that connects the viewer with its sustainability initiative. 129
https://training.com.ve/ Ezra Firestone and Molly Pittman talk thoroughly about Allbird’s marketing strategy in this Youtube video. Be more than just a product, be something people can connect with. Questions to Answer to Find Your Initiative • What do you stand for? • What separates you from your competition? • What drives you/Why did you start your business?
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2. Create Personalized, Non-elaborate Content
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Gabby Bernstein is an information marketer in the health and wellbeing space. Most of her content, like her Facebook Lives and IGTV videos, are videos that she takes on her iPhone where she talks to the camera about personal or business updates. Her other content is repurposed from her other platforms or her speeches. These videos get 100k+ views.
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https://training.com.ve/ Gabby’s content is personalized to her audience, answering common questions viewers have about her life, business, or products. She also uses all of her posts to redirect people to her other platforms. For example, her biweekly blog post has links to a related YouTube video, mentions her tarot cards, and has her latest book in the sidebar widget.
3. Showcase Your Authority to Sell Your Product People want to buy from authorities in the industry.
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Content Strategies to Showcase Authority
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• Interview industry experts • Use Buzzsumo to find where your prospects are finding answers to their questions related to your content
• Make “Watch Me Work” videos for your products, showing the backend of your business 131
https://training.com.ve/ • Teach people how to use your product • Show people a video of your product being boxed and prepared to ship and then encourage them to send you an unboxing video • Code&Quill gives customers a $5 gift card toward their next product if they send an unboxing video Ask yourself: Why should people listen to me and buy my products?
4. Create Content Specifically for Your Target Demographic
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Ellevest is a platform for female investors. They know their target audience and they curate every piece of content to speak to that audience.
How to Speak Your Customer’s Language • Tell them what you know about them • Show them you are trying to get to know them 132
https://training.com.ve/ • Make customer profiles and let prospects self-segment themselves based off of the profile they relate with • Write a newsletter answering questions and showing how you’re improving your business based off of customer feedback Ask yourself: What do I know about my customer avatar that needs to be added to my website?
5. Show that You’re an Expert
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Kristin Ess is a celebrity hairstylist showcasing her expertise through her Instagram visuals. Her social feed is heavy on how-to’s, what products to use for specific hair types, product images, and celebrity influencers.
Demonstrate expert knowledge that is accessible to beginners that appeals to qualified buyers and prospects. In Kristin’s case, her hair guides showcase her expertise in the specific needs of women who want to change their hair. Ask yourself: What content showcases my expertise? 133
https://training.com.ve/ 6. Connect Your Content to Your Community SoulCycle sends out personalized emails that are specific to a recipient’s location. For example, they will tell Los Angeles recipients about a new store opening in LA and NYC recipients about a new NYC location. They’re heavy on community and helping their customer embrace their fitness goals.
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They also personalize their landing page based off of the customer’s location. In the top right menu, to the left of “Log In,” they’ve personalized this landing page for an IP address logging in from Southern California.
Ask yourself: How can I personalize my newsletters and landing page based off of important details of my customer avatar (such as location, interests, business type, etc.)?
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https://training.com.ve/ 7. Talk About Your Values If you’re a founder of a business, make a video about what you value and why you value it. Talk about why your services/products showcase that value and how people using the product/service transfers this value. It also helps to showcase your authority as well in this strategy.
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For example, in the weeks leading up to the Oscars, MasterClass will promote the courses that are taught by Oscar nominees. Each class has a promo from the teacher talking about the value of the course and they’ll use the authority of the teacher’s nomination to drive the point.
Ask yourself: What values do I share with my customers?
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Founder, Right Mind, Inc.
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Dominic Cummins
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The Rapid Agency Growth Plan: A Surefire Strategy to Scale Your Agency and Land High-Paying Clients Who “Get It” Session Description: Finding enough clients that “get it” is tough. You’re a lead-generating machine, but converting these leads into sales can be a challenge. In this session, we will show you how to create a buying journey that turns those leads into cash-generating, raving fans of your agency.
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https://training.com.ve/ As an agency owner you’re in a unique position because prospects are looking for you to get them to the summit. What’s their summit? • More Traffic • More Leads • More Conversions Why do prospects choose against hiring an agency? Because they don’t understand how an agency is going to help them reach the summit.
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• The industry average for agencies closing clients is 11% • Across all industries, this average is about 20%
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Build Rapport Elevator Pitch Analyze Needs (Pain Points) Present Solution Present Pricing Objection Handling Get Commitment (Close) Implement
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1. 2. 3. 4. 5. 6. 7. 8.
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Traditional Stages Of A Sale
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Where do we go wrong as agencies?
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These processes are focused on extracting value for yourself. Do we keep friends in our lives who only want things from us but don’t reciprocate? No. Our agency model has to follow suit. Consider these statistics… • 57% of the buying decision is made before a person talks to a sales representative • 58% of buyers want to talk about pricing on the first sales call • 80% of buyers see no value from interactions with sales people • By 2020, one million sales people will be out of a job 137
https://training.com.ve/ Why is this the case? Because we forgot one fundamental thing when we created the above sales process: We’re all human. Humans don’t have interactions like the sales process above. It doesn’t feel like a normal human relationship. The human brain has 3 big components:
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Human Decision Making Looks Like This:
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The Root Brain: breathing, hunger, thirst, survival, safety, etc. The Limbic System: memories, emotions, etc. The Neocortex: rational decision making, language, skepticism, etc.
Real human relationships follow The 12 Stages Of Intimacy: 1. 2. 3. 4.
Eye to body Eye to eye Voice to voice Hand to hand 138
https://training.com.ve/ 5. Arm to shoulder 6. Arm to waist/back (hug) 7. Mouth to mouth 8. Hand to head 9. Hand to body 10. Mouth to body 11. Hand to ______ 12. Bow-chick-a-wow-wow
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Businesses aren’t B2B or B2C, they’re Human To Human (H2H). This is why the Customer Value Journey exists.
Customers in the “promote” phase are being told by their neocortex they made a good decision.
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https://training.com.ve/ “The customer value journey works because it follows the structure and sequence of normal, healthy human relationships.” - Ryan Deiss
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The Rapid Agency Growth Plan uses the Customer Value Journey to model a business. For example:
This is going to help you close more clients. When you have the Customer Value Journey, your strategy becomes very clear. The prospect knows exactly how they are going to get to the summit and you become the trusted guide (the sherpa). • The clients who are willing to go through this customer journey are the best clients • If the client isn’t willing to go through this process, they don’t see you as a strategist but an order taker
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CEO, Plattr
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Founder, Rival Brands
Keren Kang
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Perry Belcher
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“The Wholesale Traffic Formula” - How to Instantly Leverage Social Content with Paid Traffic to Drive 2 Penny Clicks and 10 Cent Leads With These 3 Simple Hacks Session Description: All traffic works at some price. Imagine cutting your traffic costs by 2/3’s or more. In this presentation Perry will share three big strategies that allows his companies to buy traffic at 50-80% below what ordinary competitors pay, effectively wholesale traffic.
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https://training.com.ve/ If you can buy your traffic at half the price of your competitor, you’ve beat them. Here are some tips on how you can do that.
The 4 Biggest Needle Movers in Paid Traffic In my experience, these 4 things have the biggest potential to improve your paid traffic campaigns. 1) Kill The Ponies
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For each campaign on Facebook, set this rule:
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It has to get 8,000 impressions in a 3-day window in order to continue being shown.
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From there, increase the budget on campaigns that win by 1% per hour. If the campaign acquires over a $10 CPA, it gets inactivated (this is the pony).
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This strategy allows you to scale 2x while lowering your CPAs and increasing your volume.
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2) Social Stacking
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It’s simple, but it works. This has been my #1 biggest needle-mover for wholesale traffic on Facebook.
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The Facebook default is to create a new ad set for each new ad, which spreads out your social interaction (likes, shares, comments) across many different ads. This is NOT what you want. Instead, you want to put all of your ads in one ad set so all of the social interactions stack on to that ad set. Find a Facebook ad or post that has a lot of likes and comments and then create a new ad using that. This is called “social stacking,” and it’s really effective for reducing your CPAs. Another social stacking strategy is to launch 3 identical new campaigns simultaneously. The campaign is completely the same, and the budget gets split between them evenly. 142
https://training.com.ve/ Over time you’ll see that each campaign gets a different conversion rate, and you can choose the one with the lowest CPC. 3) Hybrid Traffic Start with a cold audience and then slowly increase the amount of new audiences introduced to the campaign. Every day, expand your audience by 5 new customized audiences. Over time this compounds and drives our CPC lower.
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Then, remarket to them.
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Contests have the lowest CPL (cost per lead) for lead generation.
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3 Content Traffic Hacks
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We boost the contests by using social stacking. In some cases, we even get more organic traffic than paid traffic.
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Now here are 3 tips to make your content more engaging and to rank higher in Google.
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It used to be necessary to write long, keyword-driven introduction paragraphs. Now, Google has figured out that users don’t like that type of content. Instead, people prefer to see content with short introductions. To play by their rules, you want to create introductions that are no longer than two sentences. This will also make your article look less intimidating and easier to read, inviting more visitors to engage with the content.
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https://training.com.ve/ 2) Add a table of contents to each article. Then, hyperlink each item in the table of contents to its corresponding H2 or H3 header. This will keep the user interested in the content, while also showing Google that people are engaging with it. Since 75% of website users don’t scroll on a page, this is a great strategy to help increase the time spent on page.
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3) Add content upgrades so users can consume the information better.
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Use written content, videos, and infographics within an article to capture attention.
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Amanda Bond
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Owner, The Ad Strategist
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How to Build a Social Media Sales Machine (with Organic Content + Paid Facebook Ads) Session Description: In this session, Amanda will teach attendees how to focus all of their social media efforts on driving evergreen traffic to one funnel to 10x their results. The byproduct of using this method is drastically reduced ad spend (a reduction of 50-100% as proven in a $48,000 ad spend study).
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https://training.com.ve/ What is working when it comes to ads and organic traffic? • • • • • • •
Email LinkedIn Networking Facebook Groups Instagram Stories Podcast Interviews Direct Messages Etc.
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What’s the difference between the 2 types?
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There are 2 distinct types of people using these strategies to try to grow their businesses. Type One person is failing and Type Two person is succeeding.
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Type One: Posts content with an expiration date (Instagram Story, Facebook live, etc.)
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Type Two: Posts ads that spur organic engagement and moves users through the customer value journey
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The Strategy System: using Facebook advertising to turn attention into autopilot revenue through dynamic ad sequences triggered by a specific user event of:
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• Joining your email list as a subscriber • Visiting your website (pixel audience) • Engaging on Facebook (likes, comments, shares, carousel swipes, messages to page, and link clicks) • Engaging on Instagram (likes, comments, DM’s, clicking link in bio) • Watching 3 seconds of a video on your Instagram business profile • Watching 3 seconds of a video on your Facebook page The Strategy System is broken down into 3 foundational phases paralleling infamous marketing principles:
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https://training.com.ve/ 1. Connect (Branding) 2. Commit (Lead Generation) 3. Close (Sales) In the connect phase, the goal is to warm up the people who have engaged on social media. There are 3 ads to show people in this stage: Engagement Ad: has no call to action, asks a yes or no question, its purpose is to get people familiar with your profile
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Authority Ad: shows your credentials
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Seed Testimonial Ads: show the transformation your product/service creates in a customer’s life
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Pro Tip: Bounce people back and forth between platforms by showing them an engagement ad on Instagram and an authority ad on Facebook What do people need to hear to connect with your brand?
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In the commit phase, the goal is to take prospects and have them enter into the sales process. This phase is specific to the marketing modality that you use.
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For example, let’s say your opt-in is a boot camp. Your dynamic sequence starts with typical lead generation ad to get people to sign up for the boot camp. The next ad acknowledges the people who didn’t sign up initially and motivates them to sign up this time. The third ad is a celebration ad that thanks everybody who is going to participate in the boot camp. You want to take a moment to make it all about the user’s experience and show them how much they value you. In the close phase, the goal is to take red-hot buyers and help them make a purchase decision. These ads aren’t focused on features and benefits; they talk about transformation and overcome the objections that people have for buying your product. Turn your customers objections into ads.
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https://training.com.ve/ The customers who are meant to be customers buy immediately. Better yet— the ones who don’t buy immediately continue to see your ads and become customers later on in the customer value journey. Use your most engaged content to curate your dynamic ad sequence. You’re now growing on overdrive. Bonus Tip #1: Use Facebook Groups to Spark Your Dynamic Ad Sequence
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• Post a video to your Facebook group and then add all of the users who watch 3 seconds of it to your ad target list
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Bonus Tip #2: Use Gary Vaynerchuk’s Two Cent Strategy on Instagram
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1. Search 10 hashtags related to your niche a day 2. Save the top 9 photos to a new collection: “My Two Cents” 3. When you have spare time, go to this collection and leave comments on each post
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When you engage with users on Instagram, 60% engage back with you.
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When they engage back with you, your content gets shown in their timeline and your sequence gets sparked.
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Host of HPX Podcast, The Burchard Group
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Award-Winning Host, Storyteller, and Filmmaker
Brendon Burchard
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Jay Shetty
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Making Wisdom Go Viral Session Description: 3.75 Billion Views! 25 million followers! In 18 months! How did he do it? Hear Jay Shetty share the secrets and strategies behind his phenomenal success on social media. Jay has also created videos for leading brands, authors, influencers and experts that have had huge success using his intuitive and insightful approach to vitality. If you want to create content that is shareable, engaging and viral, don’t miss this session!
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https://training.com.ve/ There are 5 things you’ve said make content go viral, what are they? Adventure, comedy/humor, emotion, inspiration, and surprise (cats, dogs, and babies). All of these things have 1 thing in common: they make you feel something, not think something. How do you strategize virality into content?
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First ask yourself, what is the pain point of my audience? All of my videos are based on real life pain points. Every post needs to touch on a real emotion and a relatable story. Where is the hurt? Where is the pain? What is the challenge?
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My content speaks to these pain points, and because of that I never run out of ideas. I’m always talking with people and finding more stories that I can turn into content.
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I keep testing. I’ve found that content works in formats. A format is a post that is repeatable and can have a new theme added to it. I’m always testing formats and titles. For example, the title of “Before you X, Watch This” went viral and I realized that people want me to show them how a post relates to them. Another example, if I say, “Before you get married, watch this” it relates to people who are married AND people who aren’t married.
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You’re at 3 billion views in 18 months, when did the “ah-ha, I figured it out” moment hit you? When I first started it wasn’t nearly as strategic as it is now. My posts were much more intuition based than viral-strategy based. It was unconscious competence vs. conscious competence. I didn’t know what I was doing right, but I observed the patterns and I also talked to people and asked them, “What did I do right?” and “What did I do wrong?” When I started to see the same amount of virality with certain formats of content, I asked myself “Why is this happening?” That’s when I made the shift from unconscious competence to conscious competence. And with that, I still failed and had to find the balance between insight and data. It’s both that 150
https://training.com.ve/ create success. If you don’t intuitively feel that your community will resonate with you, then they’re not going to. If you don’t play into what the data says, your content won’t do well. It’s a balance of both. Rapid-Fire Questions: How long should videos be specific to platform? 3–5 minutes on Facebook 5–7 minutes Youtube 1 minute on Instagram
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When do you use headlines and captions? Always use a headline and caption on Facebook and Instagram and on Youtube you don’t need them.
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What percentage of b-roll should each video have? 75% b-roll. Also, avoid using stock footage. Film as much of the b-roll on your own as you can.
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What is the average pay for an actor in your video? $100 for 3 hours.
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How many scene changes should you have? Within 9 seconds you should have 3 scene changes. In the first 2 minutes of a video, what emotions do you want to evoke? Bring people into a scenario they recognize. For example, start by asking, “How many of you have…?” Then, use relevant imagery and words. What are the best upload dates and times? This is secondary information. Content is king/queen and it’s always at the top. You can’t make bad content go viral. Once you have good content, then you can focus on the best times to upload. You want the algorithm to trust you so posting at the same time, on the same day, every week is my strategy. 151
https://training.com.ve/ My posts go out at 6am LA time because then I can catch my US audience who is on their way to work, my European audience at lunch time, and my Indian audience at dinner time. What’s the first thing you do once content is posted?
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The first thing I do is reply to every positive comment. I don’t reply to any negative comments and I also don’t delete them. Second, I share a Facebook post twice—one time upon initial posting and then again 24 hours later. Seven days later, I share it again. I massively recommend going live on your page when you upload a new video and then linking back to that video.
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When I first started posting content, I got a 25 person WhatsApp group together and I asked them to share my videos. So each week when a video came out, I immediately had 25 people sharing a video.
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What do you do with all of your traffic? How do you monetize this?
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In 4 ways. First, I have a mindset-based coaching group called the Inner Circle. It allows me to serve a global audience at minimal costs.
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Second, I have a social media content company focused on building viral campaigns and strategies. We script, shoot, post, and distribute. We’ve worked with Lewis Howes, Gabby Bernstein, Medical Medium, Hayhouse Publishing, etc.
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Third, I have a coaching company for corporations, and I do online and offline programming for them. Fourth is monetizing with ads. This year I’ll open up a new revenue stream. I’m going to create courses around my most commonly asked questions that can’t be answered in a 3-minute video. In terms of revenue, I have no interest in sponsorship. I want a clean feed that is serving my community. The views and the brands aren’t what motivate me.
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https://training.com.ve/ How did you get started as a content creator? While working at eCentra Corporation, I started making videos. I would get home from work at 9pm and start editing videos. It would take me about 5 hours, 5 days a week to edit a 5 minute video. I would get my friend that had a nice camera to come out with me for 1 day and we’d shoot 8 videos at a time. This lasted for 6 months, which is when I saw my first growth spike and I started to create content for Huffington Post. In March of 2017, I started to build my own channels and hired 1 person to be my videographer and editor.
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I find the balance that you want in freelancers is somebody who has prior company experience. The best people work freelance but those that have company experience are professional and get things done on time.
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Now, my video team is 3 videographers (who are also editors). We’re starting a new series on Youtube called Jay Shetty: Behind The Mind. Each editor makes one video per week. I also have somebody who manages schedules. Then, it’s my job to come in and manage the platform that I want to grow the most.
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As a content creator, my biggest lesson is you can’t be creative and logical at the same time. I spend 9 days a month creating my content and 3 weeks a month networking, in business meetings, connecting, etc. When you try to go from creative to logical, you’re running from one side of your brain to the other side of your brain and that’s when you feel burned out and like you don’t have any new ideas. What do you want people to take away from this interview and the Traffic & Conversion Summit? Start with your intention. Why are you doing what you’re doing? My intention hasn’t changed since when I started. When views are low or I get a negative comment, the intention is what keeps me going. It’s the root of everything. Also, don’t get lost in imitating creation. Don’t copy people’s style or tone. It’s not good for you. You need to differentiate yourself and trust that there’s an audience specifically for you.
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Founder | Lead Strategist, H2H Media Group | NicholasKusmich.com
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Profit with Facebook Ads from Day 1 by Optimizing the Most Important (and Under-Utilized) Webpage in Your Funnel Session Description: You DON’T have to wait for weeks for your Facebook ads to be profitable. You SHOULD be able to turn a profit on day 1, and in this training I’ll show you how. By optimizing just ONE page in your funnel (one that most people ignore) you can get up 22% conversion rates on cold traffic. This can be the difference between a winning and a losing campaign for you.
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https://training.com.ve/ The Predictable Profit Process takes cold Facebook traffic and turns it into conversions (with a 23% conversion rate). The 80/20 Principle states that 80% of results come from 20% of your efforts. In theory, you should place your focus on that 20%. What if you placed your focus on the 20% of the 20%? Your ad copy, marketing, content, opt-in pages, Lead Magnets, and landing pages are all curated for the 20% of the 20% and you’re now speaking to an extremely niched audience.
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Who is in this group?
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• Clients and customers who have spent the most amount of money. • Clients and customers who have been with you the longest. • Clients and customers who have given your customer service the least amount of grief. Now, create an ad that speaks directly to this group.
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3 Key Principles of a Great Facebook Ad
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Look: Your ad needs to get people to stop scrolling with copy and images
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Hook: Create a connection with prospects by telling them 3 things: • Feel—Tell them that you know how they feel • Felt—Tell them you have felt the same way too • Found—Tell them you found the solution to this pain point Took: Your call to action written in “normal” language • Don’t say “register here” because people don’t use it in regular conversation • Say “RSVP” or “Click Here” Your Facebook Ad then takes your lead to an opt-in page. The prospects who opt in then get taken to the most important page in your funnel, The Godfather Offer Page (GFO). 155
https://training.com.ve/ The GFO page is the most underutilized piece of web real estate in your funnel and determines your profitability. Instead of thanking the prospect for opting in to your Lead Magnet, offer them something bigger and better. This page is designed for the “Fast Movers,” the people who know what they want and will make a quick decision to buy it on the spot. What are the 4 elements of a perfect GFO page?
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Acknowledgement • On the previous page you promised them a Lead Magnet, acknowledge the Lead Magnet by telling them that it is going to arrive in their inbox in X minutes (Ex. 12 minutes) and set your CRM to send the Lead Magnet email in 12 minutes • Ask them to watch a short, but important, video while they wait for the Lead Magnet to be sent
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Video • 4–7 minute video • Script Sequence: • Positioning: Tell them who you are and why you asked them to watch this video • Acknowledgement of the magnet: Talk about the Lead Magnet and tell them it’s on its way • Hook: Ask them if they have ever had the problem that your company solves • Hero’s journey: Tell your story… people want to feel like you can help them, and they only feel that way if they feel you are relatable to them • Discovery: What discovery in your life solved this problem • Summary: I want to invite you to do X • Call to action page: Click here to go to another page to receive X Irresistible Offer • Give a limited time discount (50%) • Stacked Bonuses: If you buy this product right now, we’ll give you a bunch of other stuff for free 156
https://training.com.ve/ • If you’re in the digital space, it can be a physical product • If you’re in the physical space, it can be a digital product • Take on the risk of the sale: tell the customer that if they aren’t happy with the product, you’ll give them a refund and pay them $X • Tell them the reason why you’re giving them the discount • This alleviates skepticism that the offer is too good to be true • Be transparent, for example: “When you leave this page, I probably won’t see you again, so I want you to take action now”
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Deadline • Tell them the offer is only available to them right now • If people feel like they have time to make a decision, they’ll procrastinate buying You know a Godfather offer is good when it hurts a little to give it away at that high of a discount.
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Now you have a process that can take cold traffic, generate an asset base of leads, and have you profitable on day 1, wildly profitable by day 3, and in the money by day 4.
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Beau Haralson
CMO, Human Design
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The 3 Timeless Truths of Launching Any Campaign: Learned from Working with Lebron James, Nike, and Southwest Session Description: The three critical elements of a campaign are emotion, attention and intent. When these three elements are unlocked, campaigns outperform and they create the community that fosters brand growth. Here’s how Nike, Southwest, Lebron James and Arnold Schwarzenegger are growing their brand awareness and positioning themselves in the marketplace.
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https://training.com.ve/ The 3 Critical Elements Of Any Campaign Are… • People: Emotion • Positioning: Attention • Process: Intent
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The First Critical Element: Emotion
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Campaigns that use emotion to relate with people get attention by positioning themselves correctly. They bring people through the right process by showcasing their intent. These companies include huge brands like Nike and Southwest and prodigies like LeBron James and Arnold Schwarzenegger.
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When your brand is at the center of your service to humans, you will experience incremental gains. When humans are at the center of your brand, you will experience exponential gains. What type of emotion do you want to invoke from your campaign? • Excitement • Anger • Jealousy • Curiosity • Etc. 159
https://training.com.ve/ To find your big idea that will evoke the right emotion from the customer avatar, push into common language that is known and then, make it ownable. The process looks like this: 1. Start with known language 2. Add a fresh approach 3. Add your known persona 4. Create an emotional response
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For example, we worked with Southwest to play into the idea of work and life balance that has recently become more blended. We know that Southwest loves people and it’s at the center of their brand. How do we make Southwest get credit for loving people and make them money too?
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We saw the language, “It’s not personal, it’s just business.” and then we made it ownable. We created 2 lines of copy based off of the phrase.
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Copy One:
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Copy Two:
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We know this was our “big campaign idea” because we could confidently answer yes to these 3 questions: 1. Does it make people lean forward? 2. Does it fit the business strategy? 3. Can it hold up for 30 years?
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Second Critical Element: Position The average human being now has an attention span of 8 seconds. How do we as marketers get someone’s attention? 1. Call their name • For example, “Calling all marketers…” 2. Break a pattern • For example, using sound design in video to catch a viewer’s attention 3. Give someone a task 4. Introduce urgency 5. Give someone a reason to believe
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The key is, when you get someone’s attention matters just as much as how you get their attention.
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This leaves the question of, should brands create friendships with their customers or should brands enable friendships between their customers?
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“In the future, the words brand and community will be interchangeable and no one will be able to claim they have a brand unless they have a community to go with it.” - Ryan Deiss
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Where do you get someone’s attention? • Facebook • Instagram • Google • Amazon • YouTube What if we look at each of these attention avenues as Disneyland? What if we let customers wander through the park to the attention avenue that they choose?
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Then, we look to see how people are behaving on these platforms and figure out how we can interact within them. Measuring channels by the highest ROI is short-sighted—it’s most important to measure them against their intended function.
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Most importantly, we always end the day with fireworks. Each customer experience should end with fireworks.
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Let’s talk about video: you can buy the inventory on the ads that play before specific videos at Brandzooka.com and use the promo code: IKNOWBEAU for a discount.
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Third Critical Element: Process
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If brands have the opportunity to create friendships and community, we have the opportunity to create impact with our intent. We can change how the world works today, and in theory, we could help solve the increasing depression problem we are seeing today. How can our campaigns foster community and friendship among our customers? To make better campaigns that hit each of these critical elements, fill out this 1-Page Campaign Worksheet for emotion, attention, and intent.
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As marketers, if you unlock all 3 of these elements within a campaign you will get exponentially better results. 165
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Amber Spears
Co-Founder, East 5th Avenue
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What Affiliates Want: How To Recruit, Incentivize, and Close Top Affiliate Partners To Go Big For Your Offers And Dramatically Accelerate Your Affiliate Profits Session Description: In this session, Amber will dive deep into exactly how she recruits, manages, and scales affiliates and their traffic for massive launches. She will cover how to measure your initial testing numbers so that you can scale with confidence, and how to negotiate when affiliates say no to your offer. She will also identify the top 4 revenue-killers that are losing you cash during your launch, and how to fix them.
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https://training.com.ve/ Amber Spears took The Thyroid Secret from: • 82 partners to 1,400 partners • 150,000 email list to 540,000 email list • Multi 7-figure launch with over 3 million views • Sold 10,000 books and hit #1 NYT Best Seller for Hashimoto’s Protocol All in 3 months. The 3 Big Changes She Made that Created this Launch Success
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• Moved owners out of affiliate manager roles • Set up clear, enforceable, structured deals • Defined each side’s responsibilities • Set traffic expectations • Set up a 2nd tier referral contest • Asked every single affiliate partner for referrals to affiliates she didn’t know yet with specific requirements
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A lot of affiliates make a mistake by not giving affiliates the product to test.
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Based Off off this Launch, Here Are 5 Tips for a Successful 7-figure Launch
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1. Test, THEN scale • Use test data to recruit with guaranteed EPC and EPL, boost posts, buy affiliate network traffic, increase commission or CPA with volume 2. Hire a real sales professional or put a team in charge • Let the owner focus on what only the owner can do well—more podcasts, FB lives, in-person events, and PR 3. Use 2nd Tier contests and referrals to grow your pool • You don’t know everyone—let your network introduce them to you! 4. Structured deals or no deal • Memories are short, feelings are long • Clear communication and kept promises are the keys to affiliate longevity 167
https://training.com.ve/ 5. Pivot through no • If a prospect says no, find ways to adapt your offer • If your salesperson accepts no as an answer, they are in the wrong position or need to be retrained
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The Affiliate Amusement Park Model
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There are 4 amusement parks in Southern California and they can be used to understand the 4 levels of affiliate marketing. Lakeside Amusement Park: Dirty, Not a Big Draw—Affiliates at this Level Have: • A low converting offer • Inconsistent revenue • An owner that wears almost all hats • Frustration in looking for their hit offer 45% of affiliates full under this category
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Santa Monica Pier: Small Location, Local Attraction—Affiliates at this Level Have: • Making money, but not winning because their sales process is sloppy • A decent converting offer or good niche, but still get little traffic • Thinking about systems and processes, but are too busy to slow down to come up with them and implement
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Solutions: • Continue to improve your offer and grow your reach • Focus on systems, processes, and KPI’s • Go from sloppy to superstar with your sales process using affiliates, influencers, and media buyers • Focus on the owner doing only owner things, delegate everything else
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Knotts Berry Farm: People Come from All Over, But It’s Still Not Disneyland—Affiliates at this Level Have: • More money and more winning (leaderboards, big affiliates, recognition) • Cold traffic flowing plus affiliate traffic • Several good or high converting offers • A larger team for the owner to delegate to • Systems, KPI’s, and scorecards 22% of affiliates fall into this category This is the danger zone. Affiliates that get too comfortable forget that: • Algorithms and compliance are fickle creatures • Systems give stability 169
https://training.com.ve/ • Culture is a necessity for the brand, company, customers, and team They get really scared when traffic sources get cut off, offers fatigue, offers get copied, CPA’s drop, margin gets squeezed, and email deliverability gets hammered Solution: Focus on 3 things that that will save you when you hit a rough patch 1. Relationships 2. Systems and processes 3. Coaching and training
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Disneyland: Legacy, Influence, and Making Money—Affiliates at this Level Have: • Top converting offers • The highest and fastest payouts (CPA + Commission) • The most traffic flows to them and flows from them • Biggest teams and top people • Backend and continuity dialed in • Thank you pages, autoresponders, consistent affiliate traffic • National and global dominance • Example: Agora and Biotrust
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3% of affiliates fall into this category
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Solutions for Further Growth: • Build company culture • Systems, processes, and increased obsession with KPI’s • Upsells, TYP, ARs, non-booked traffic “A bad system will beat a good person every time.” - Dr. W. Edward Deming
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Ezra Firestone
Founder & CEO, SmartMarketer
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“The Smart Social System” - Copy the Same Content Marketing Strategy I Used to Build 4 Brands and Generate over $50 MM in the Last 3 Years Session Description: Content marketing is essential to the success of your business, but are you developing and executing your strategy the right way? Join Ezra as he breaks down the same strategies that he employed across his brands to generate over $50mm in the past three years.
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https://training.com.ve/ Content marketing is essential to the success of your business, but are you developing and executing your strategy the right way? Use the Smart Social System to create content that converts.
Choose Your Mission What is your company’s mission? This mission is going to tell the story of your brand through a tagline that expresses your purpose in one sentence.
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For example:
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Boom: “It’s about women. It’s about beauty. It’s about time.”
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Smart Marketer: “Serve the world unselfishly and profit.” DigitalMarketer: “We believe the best product should win.”
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Place your mission everywhere that you can to reinforce your brand identity. Make sure to keep visual consistency to amplify that identity.
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Use the Engage and Filter Method
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Use video content to engage past buyers, subscribers, fans, and prospects. The individuals who consume the video get filtered out and placed in your funnel.
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The ads they see while in the funnel need to be: • Relevant • Engaging • Adding value to their life For example, your content can: • Affirm viewpoints they have • Offer ideas to solve their problems
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https://training.com.ve/ Ad Formulas to Use Video: Love, Demo, Love • Opens with face-to-camera customer testimonial • Goes into product demonstration or description • Closes with face-to-camera customer testimonial • This ad formula has made millions of dollars and is one of the highestperforming ads we use
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Photo: Person, Product, Backdrop, Text overlay Picture • Image ads need to be more engaging because they don’t have the movement of video • Open with a question that you know causes an emotion in your prospect • Use a call-to-action for the viewer to consume your content • In the backdrop, place a comparison of person or product
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GIF: Flash, Bang • GIF ads in the retargeting pillar are the most compelling/effective ad • Use Facebook carousel so multiple GIFs are shown
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Use User Generated Content
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For every product you sell, offer a reward to customers that send you a video or testimonial of them using the product or reviewing the product.
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This can be one of the most important pieces of content you use in your marketing strategy. Be Consistent • Post 1 video or 1 article per week • Video is the best kind of content to create because you can track consumption • You can repurpose video content to other platforms • For example: Facebook ad to Instagram story • Videos can be turned into conversion assets • For example: Sales videos 173
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Types of Content to Create • Content that talks about your opinion • A tips list • Educational videos • Behind-the-scenes video • Industry specific content • Timely or relevant content to current events • Interviews with guests • Curated content where you comment on other people in your industry’s content • Anything related to the problems and conversations your community is already having
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You want to create a content catalog that starts by stating your intention and links to other content that supports that intention.
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Build Anticipation • Use ads, emails, and social posts to create anticipation around your product launch • Anticipation product launches work 2x as well as regular launches • Apple runs their entire business on this model
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Send More Emails • Send 3x as many emails as you are currently sending • GIF imagery increased click through rate (CTR) Run Promotions • Run 6 sales a year • One every 6 weeks Understand the Difference Between Product and Story • Your story is the who and why • Your product is the what and the benefits
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Companies that scale to 8 figures: • Create premium products that are over $75 • If your products cost less than $75, make bundles for a higher average order value • Increase their margins • Buy for $1 and sell for $5 • Buy for $5 and sell for $25 • Expands their product lines • People come in for 2 products and then you market your other products to them through retargeting and email
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Dave Gerhardt
Head of Marketing, Drift
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7 Conversational Marketing Secrets that Will Give Your Business an Unfair Advantage in 2019 Session Description: Conversational marketing is the new marketing. Join Dave to discover Drift’s abnormal approach to marketing, and also hear never-before-told secrets to learn how to implement Drift’s plays into your own marketing strategy.
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https://training.com.ve/ Every market today has an infinite supply of options for competitors and information. In a world of infinite supply, customers have all of the power. There’s a new rule for business today: Whoever makes it easier to buy wins. The sales and marketing industry hasn’t adapted to the new market where customers have all of the power.
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We know this isn’t working because:
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• 81% of buyers avoid filling out forms when they encounter gated content • 90% of companies don’t respond to customers in less than 5 minutes • 58% of companies don’t follow up with leads
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This is why conversational marketing is changing the sales and marketing world.
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Conversational marketing connects your business with the people ready to buy now through various conversation-based marketing strategies. And the results have blown away traditional marketing and sales.
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• 12,000 conversations closed $10 million in sales • 7,000 conversations closed $16 million in sales • 13,000 conversations closed $31 million in sales You’ll notice that all of these funnels are built around 1 thing: conversations. These funnels are a marketing superpower because bots can run the funnels 24/7. Here are 15 conversational marketing examples: The Second Net Your form is the first net and your chat bot is the second net. Place this 177
https://training.com.ve/ “Second Net” on top of your form. The Tour Guide No one wants to be sold to; they want help. Have your chatbot walk users through each page of the website, helping them find what they need. Pricing Page Concierge
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Pricing page is usually the most confusing and highest friction page of your website. Use bots to have the conversation and book the pricing call instead.
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The Demo Bot
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The Email List Supercharger
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Have your chatbot ask users why they came to your website, what they want a demo of, and then schedule the demo with your sales team. If they don’t want a demo, then offer them other content.
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Be helpful and contextual, offering an opt-in based off the content the user is viewing. Let the user know you’ll be respectful of their inbox and they can unsubscribe whenever they want.
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The Event Registration Bot
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The 1 page that gets more questions than a pricing page is an event page. This is the best time to use conversational marketing by giving users links to the content that will answer their questions and push them toward conversion. Think of your bot as an FAQ bot. The Paid Traffic Converter Take the context from your ads and use it as a hook in the conversation. If your ad was on Google, your conversation could look like, “Hey, thank you for checking us out from Google, what brought you here?”
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https://training.com.ve/ The Lead Magnet Have the conversation pop-up and ask if the user wants an ungated opt-in. For example, this could be an ebook that you offer as a PDF for free. You can also upsell during this conversation. The Swag Bot
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The conversation offers free swag, captures the user’s information, and puts them on your list. Another option is to send a coffee to the Starbucks closest to the prospect.
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The Competitive Concierge
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If you’re using alternative landing pages for your competition, have the bot act as a tour guide asking the user why they want to switch from the competition to another service or product. You’re not trying to capture their email for later, you’re trying to get them to switch now.
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The “You Come Here Often?” Bot
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The Fast Lane Bot
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Personalize a conversation based off how many times a user has visited the website. If they come back, acknowledge that. You can also use this bot on content, telling users that you notice them coming back to read more of your blog.
Target your demographic audience and have them skip all of the information landing page that users have to input. Essentially, you’re asking them if they want to come through the VIP entrance of your business. Personalize as much of this conversation as possible based off their company name, industry, size, etc. The Dream Client Finder If you have a target list of specific companies you want to work with, have a personalized message for them each time they check out your page.
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https://training.com.ve/ The Conversation Starter Once somebody is on your landing page, you want to start a conversation with them. For example, “Are you interested in a free offer that’s only available for today?” The “What if Your Homepage Was a Conversation?!”
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Do you even need a landing page? Could your landing page just be a conversation...
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Dave Woodward
Director of Content, DigitalMarketer
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Chief Revenue & Business Development Officer, ClickFunnels
Garrett Holmes
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Attract and Retain your Best Clients with Challenge Funnels: A Fireside Chat with Dave Woodward Session Description: Join Dave Woodward, Chief Business Development Officer of ClickFunnels, and Garrett Holmes as they explore the concept and effectiveness of Challenge Funnels. Building a beautiful website, and sending traffic to it, are not enough to drive sales. Learn from Dave how to ensure that you’re sending your traffic through an effective pathway to conversions, while molding your traffic into your ideal customers at the same time
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https://training.com.ve/ You recently said that websites are dying, can you break this down for us? One of the biggest problems with a website is that it’s just a big billboard for your product. The attention span of a human is 7 seconds, yet we want website users to find their own answer by searching the pages of our website. This doesn’t play into the Customer Value Journey. Funnels are getting more conversions than websites because they better understand the Customer Value Journey.
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Can a Challenge Funnel work across any industry?
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Yes. Fitness, coaching, physical products, video companies, real estate, dentists, chiropractors, and more are using challenge funnels.
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What additional benefits do you get aside from conversions?
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The most important part of a Challenge Funnel is the engagement. Your goal is to build community and the Challenge Funnel does that, while getting you conversions.
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What is a Challenge Funnel and why is it so successful?
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A Challenge Funnel is a 14–30-day challenge that customers partake in with the promise of results. It’s a micro-commitment from customers that you use to upsell your other products and eventually your high-ticket product.
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Challenge Funnel Secrets: • The best time period is a 14–30-day challenge • Make sure you’re getting the customer results • Lead with your very best offer and best content • Always upsell at the end of the challenge • Add a physical product • Make sure it’s a “Done With You” Challenge—not a “Do It Yourself” Challenge • Show customers how they can get your product or the next Challenge Funnel for free through referrals • Create a special Facebook group for each challenge 182
https://training.com.ve/ • Elevate whoever was super active in the last challenge to a leader so they advocate for you • Give out swag so customers become brand promoters Who is the ideal customer of a Challenge Funnel? Repeat customers. It’s a huge opportunity for cold traffic, but the most conversions come from repeat customers. The first thing we make our coaching clients do is go through the Challenge Funnel. We also encourage Alumni to come back and do the challenge again.
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What happens after the challenge?
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The Challenge Funnel essentially trains customers on how to buy from us. Each challenge ends with an offer.
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What’s the success of funnels right now?
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Funnels are some of the most exciting things because they focus on community and engagement, a huge topic in marketing right now. For every dollar that comes in through a funnel, the average is $15–80 in revenue (if you have the right tools in place).
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What questions should marketers who want to create a Challenge Funnel ask themselves?
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• What is the quickest result I can get for my client? • After signing up for my Challenge Funnel, what’s the next product they need? • After that, what other product do they need to buy? • What is my Challenge Funnel for that product? What does 2019 hold for marketers? In 2019, content needs to do 2 things: tell a story, and be published regularly. You have to get good at telling stories and telling them consistently. Get people to connect with you and continue to have that connection with them through regular, quality content. 183
CEO, SunnyLenarduzzi.com
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Sunny Lenarduzzi
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Build an Evergreen Sales System with YouTube Session Description:
Join Sunny Lenarduzzi, Founder of YouTube for Bosses, as she walks you through the YouTube content marketing strategy that has helped her and her clients grow their channels by up to 50k subscribers and 3 million leads within one year. Sunny will teach you the same tactics she’s used to create evergreen YouTube traffic machines - for brands like Hootsuite and Applebee’s - that generates a loyal customer base of brand advocates and promoters. In this session you’ll learn…How she creates “V.I.R.A.L.” content that builds authority and relationships with potential customers, why your competition can earn YOU 2,846x more views per video (and quickly!), and the H. O. T. Script formula that keeps viewers coming back, turning them from strangers to raving fans
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https://training.com.ve/ What’s the key to consistent sales? Awareness. YouTube... • Is a search engine • Owned by the #1 search engine in the world (Google) • Your customers are always searching for you, you just have to show up #1 in your industry
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To be successful on YouTube... • You don’t need to have millions of subscribers to create millions of dollars in revenue • You don’t need a fancy camera or equipment • You don’t need viral videos • You don’t need to post every day
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Sunny Lenarduzzi uses “The Sunny System” to grow her clients’ YouTube subscribers, watch time, and conversions to 7-figures.
Step 1: Create Profitable Content 185
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Answer Your Customer’s Frequently Asked Questions • This is much more important than production quality • Type questions into YouTube and see what videos come up and use those for more content ideas
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Content and Community Hubs • Go to any channel in your niche and click on “Most Popular” to see what is working for that creator, then create your own video with your information on the topic
Trends • By focusing on trends Hootsuite’s increased their YouTube subscribers by 75% Keywords • 2,846x more views on videos with keywords such as “How To Make Videos With Your Phone” over videos with non-specific titles • The formula to find good keywords is: Search Volume vs. Search Pool vs. Views/Velocity Use keywordseverywhere.com to find the search volume (Google or YouTube) 186
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for how many searches are made for that keyword per month.
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You want 100-1,000 searches per month and fewer than 100,000 other videos on the same topic in the search pool.
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Then, see when the top performing video was published. If it was published years ago, this is a golden nugget. YouTube loves new content and the algorithm is likely going to favor you.
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Step 2: Craft Content for Conversions Use the H.O.T Script Formula: • Hook—under 30 seconds, your customers are in pain, they want to solve their problem quickly • Outcome—”by the end of this video you’ll know X” • Testimonial—”I’ve taught over 2,000 people and my clients have grown to by 100,000 subscribers” • Sequential Steps
• Engagement 187
https://training.com.ve/ • Conversion call to action—get customers off of YouTube and on to your conversion website so you can pixel them and retarget them • Engagement call to action—like this video, share this video, subscribe, or leave a comment Metrics that matter: • Watch time • Viewer retention Higher retention = High return
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Using H.O.T. script, Sunny increased her video percentage viewed from 16% to 46%.
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Client Case Study: Neil Patel
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He started using the H.O.T. Script and has a 22% increase in average view duration and 30% increase in traffic to his website through YouTube.
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Step 3: Create an Evergreen Sales System That Works for Your Business Convert your YouTube subscribers to your email list, productize your services, and then sell your product through your email list.
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For example, a mini-course sold at $97 made 40,000 in an hour by only marketing it to an email list and YouTube subscribers.
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CEO, MaxOUT Marketing
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Zenovia Andrews
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How One Checklist Generated 6 Figures in One Day: Utilizing the Power of Micro-Events Session Description: Checklists are your secret weapon if you know how to use them. Join Zenovia as she walks you through the micro-event strategy that she employed to generate six-figure results, all within 24 hours.
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https://training.com.ve/ Why do most entrepreneurs fail?
The 8 Major Reasons Why Businesses Fail
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The Benefits of a Proven Strategy
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1. They don’t have a strategy 2. They don’t have work ethic 3. They don’t have accountability 4. They don’t have money or capital to start 5. They have a lack of focus 6. They try to do it all on their own 7. They don’t have a realistic timeline for the business to succeed 8. They lack education
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1. Provides direction and action plans 2. Outlines measurable goals 3. Focuses energies on what is most important 4. Generates predictable revenue 5. Reduces uncertainty, anxiety, doubt, and fear
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Case Study
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How do you get prospects to figure out their strategy and then pay you to turn their strategy into profits?
At a micro-event, I talked to entrepreneurs about the reasons businesses fail and how strategy is the #1 reason they close their doors. We gave them a 70-point checklist, based off of the DigitalMarketer’s 73-Point Double Your Sales Checklist:
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Then, we introduced the the MoneyDRIP, “the most comprehensive done for you sales funnel system on the market.”
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• 80% of the room closed • We made $120,000 in 7 hours
Not only can you use this idea at a live micro-event, you can use it in: • Webinar • Sales call • Consultation • Meetings
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Dev Basu
Chief Experience Officer, Powered By Search
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The Google Ads Amplification Matrix Session Description:
Want to breathe new life into your Google Ads campaigns? The secret to higher ROI isn’t in what you do in your account. Instead, it lies in what you say to your audience. In this session, you will learn the 9-step process that will make your ads stand out in crowded me-too looking search results. Instead of a to-do list, you’ll leave with a done-with-you prototype of what has been consistently proven to become the highest converting ad in ad accounts with millions of dollars of annual ad spend.
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https://training.com.ve/ If Google Ads was a teenager, it would be celebrating its sweet 16 this year as a multi-billionaire. In 2018, Google Ads investment grew $21 billion. Why are ads getting less clicks than they used to? When you start looking at ads in any competitive vertical, every ad looks the same. How can you make your Google ads stand out?
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The Google Ads Amplification Matrix
An ROI on Google ads requires strategy, scale, and sales. These 3 elements of the matrix then require: Attention: You need the right eyes on your product Connection: You have to win over their hearts Conversion: Now, you can open their wallet When you don’t have attention, you end up without an audience. When you don’t have connection, you end up without authority. 193
https://training.com.ve/ When you don’t have conversion, you don’t have sales.
The 3 Acceleration Points to Get Attention, Connection, and Conversion:
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• Intent: If you can articulate your prospects problems better than they can, they will trust you • Remember: You want traffic and conversion, but they want transformation. Speak to this transformation • Content: If you give them what they want in the content you create, they’ll become attached to you • Present: Make an offer with the above content that opens their wallet
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Intent needs to be identified and then aligned to the message you are putting on the market.
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Content needs to talk about the prospect’s problem and make prescriptions that will solve it.
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Present needs to be clear and compelling; a confused mind never buys, nor does one who doesn’t think they are getting a good deal.
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“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin
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When you get this right, you have a bankable strategy that skyrockets ROAS.
The Amplification Matrix: The 9 Keys to Winning the User’s Heart Ask yourself, what is the most important outcome of users clicking this ad? To create an ad like this:
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Use this form:
Avatar: the individual who is responsible for making the buying decision for this product
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https://training.com.ve/ Product: talk about 1 product that solves 1 problem with 1 promise Prospect Intent: the Avatar doesn’t want to buy the software, they want to hit their targets by scoring big deals faster Stat Based Proof: a claim that you can make based off client results or an industry stat you can leverage Top Benefit: show the Avatar how you’ll transform their problem with your product
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Top Objection: answer the questions of why buy anything, why buy it now, and why buy it from my company
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Sense of Entitlement: every customer has a sense of entitlement about what they deserve
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Call To Action: should be placed throughout your entire ad through micro calls to action as well as a primary call to action
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Keyword Congruency: we care more about the intent that a user has to buy than the volume of people searching specific keywords
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Traits of Good Connection Ad • Write an ad to 1 person, for 1 problem, and 1 promise • Increase certainty, trust, and clarity • Decrease fear, uncertainty, and doubt • Tell them what to do next
5 Hot Principles of a Good Google Ad Principle 1: Align the Intent Give customers what they want by knowing their intent and then aligning all of your ads and sales pages with that intent. Principle 2: Focus on the Heart “Divorce attorney Seattle?” has a 4% CTR, and “Is he with her right now?” has an 8% CTR. 196
https://training.com.ve/ Principle 3: Create Clarity and Congruence The promises you make in your ad are the ones you keep on your landing page and all the way through your customer value journey (even in retargeting). Principle 4: Become a Goal Digger Show your Avatar the transformation they want and give them a great deal for it.
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Principle 5: Achieve Total Recall The Boomerang Strategy: with sequential ad marketing, you know people are going to come back.
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Host of HPX Podcast, The Burchard Group
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The One-Million Dollar 7-Day LIVE Launch Session Description: If you only had seven days to launch a product, what would you do? The 7-Day LIVE Launch strategy is a week long behind the scenes live event that sells low to mid-tier priced products and is responsible for seven-figure product launches.
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https://training.com.ve/ If you only had 7 days to launch a product, what would you do? The 7-Day LIVE Launch strategy is a week-long, behind-the-scenes live event that sells low- to mid-tier-priced products and is responsible for 7-figure product launches.
The 3 Elements of a 7-Day LIVE Launch are: 1. A flagship product.
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A low- to mid-tier price point is between $150–$500. For example, a Productivity Masterclass can sell for $297, and that would be your flagship product. The product can also be physical products like a makeup line.
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2. A demonstration of a related product or a teaching on a related topic to the flagship product.
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The product or topic is going to be of less value than your flagship product. In the example of selling a Productivity Masterclass, you could also sell a Motivation Masterclass. During the LIVE videos, you’ll show a behind the scenes look at you filming the Motivation Masterclass and tell people they can only purchase it through buying the flagship product, the Productivity Masterclass.
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This is the part of the LIVE launch where you’re creating community engagement and getting users to share your LIVEs with their friends. This is what pushes the 7-Day LIVE Launch to 7 figures. 3. Offer your audience the filmed product for free if they buy the main product. This is when you push the value of your offer of the Productivity Masterclass to the next level by offering the Motivation Masterclass for free with the purchase of the Productivity Masterclass (your flagship product). Let’s break down each day of the 7-Day LIVE Launch:
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• Go to your email list and send an email explaining that you are going live for the next 3 days • In the email, give a full agenda of what will be talked about and when • Put a link to the LIVE agenda in the email and make sure the web page for the LIVE agenda only has: • Video explaining what training/LIVE event is about • Agenda button to download the upcoming agenda • Chat for questions • A worksheet to prepare or follow along during the training/live event • Users who fill out worksheets are 28% more likely to purchase the flagship product
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Don’t sell anything on Day 1. Day 1 is only for building a community interested in the behind-the-scenes look at your launches and getting engagement.
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Day 2, 3, and 4: Film the LIVE Broadcast
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• 2 important positions to play during your LIVE: • Front of House: this is when you’re telling your audience who you are, what your credibility is, what you are demonstrating/teaching, and what the agenda for the next few days is • This is for the random people who don’t know you, but discovered the LIVE event through a friend • Behind the Scenes: this is when you film the behind the scenes look at you filming the Motivation Masterclass How long you should go live correlates to the price point of the flagship product. For example, if you are selling a $2,000 product, you should go live for 4–8 hours per day. Here’s how to fill the time: • Interview experts in person or through Skype • Show b-roll and other footage so you can take breaks • Show testimonial reels
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https://training.com.ve/ Less expensive flagship products can be announced faster than expensive flagship products. For example, the Productivity Masterclass can be announced on Day 2, because it is a $297 offer. The $2,000 flagship product is announced on Day 3 or Day 4 because it has a higher price point. Day 5: Start Talking About Your Flagship Product • Keep giving a behind-the-scenes look at your Motivation Masterclass, but start to talk about the flagship product and its value
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Day 6: Start to Push Scarcity
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Day 7: Push Scarcity
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• Talk about all of the details of the flagship product, as well as the offer of getting the Motivation Masterclass for free if they purchase within 48 hours • Mention the flagship product several times during the live • Use a video promoting the flagship product, a webinar, and a long sales letter as part of your funnel and collect data to see which has the highest conversions • Retarget with ads that say “48 hours left!”
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• Talk about the flagship product A LOT • Place a countdown timer in your email and on the buy page of your flagship product • Retarget with ads that say “24 hours left!” • Use the promotion medium (video, webinar, or long sales letter) that worked the best from above
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Victoria Grech
Director, Video Marketer
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How to Produce High-Engagement, High ProductionValue Videos on a Shoestring Budget Session Description: This interactive session is about creating EASY, quick, and professional video content. Victoria will share her 4-part formula that she uses to shoot everything from short films, to commercials, to social media videos. She will cover... • The best tech in the market that will turn your smartphone into a DSLR professional video camera. • The art of visual storytelling to hook and reel people in • Subtle, but highly effective performance tips to learn how to connect—not just communicate—with your audience. 202
https://training.com.ve/ What stops founders and marketers from producing pro videos? • Lighting • Audio • Time • Post-production But we no longer need fancy camera equipment.
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Bentley Commercial: https://www.youtube.com/watch?v=lyYhM0XIIwU
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Videos like these were created using iPhones:
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Vision • Defining the goal—each video has 1–2 goals maximum • Define the platform—create videos specifically for platforms • Define the style of video—animation, typewriter, etc.
Filmmaking
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Storytelling • Build rapport • Scripting not copywriting
• Steady, stable video footage • Clean, clean AUDIO!
Performance • The 5-second subconscious rule—viewers are going to choose whether they like you or not in the first 5 seconds of the video • Body language
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https://training.com.ve/ 4 Steps to improving Your Filmmaking (A.L.L.S) Audio • To find the best spot in a room to take a video is to walk around the room and clap and find the spot with the smallest (or no) echo • Use dead cat audio equipment
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Light • Find the brightest part of the room and have it face the subject so the subject is well lit • If the light is behind the subject, the subject won’t be seen
Location • Look around the subject, as if they were at the center of a clock, to make sure there isn’t something off putting in the background • An example of bad location is:
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Subject • Make sure the subject is framed in an aesthetic way • Think of what would make people feel the most comfortable if they were in the same room as the subject • An example of bad subject framing is:
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The Shoestring Smartphone Kit (See Below): • Microphone—don’t use bluetooth microphones because they lag • Dead mouse for microphone • Gimbals • Tripods
Equipment you don’t need: a lens
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Smartphone Apps to Edit Your Videos: • Filmic Pro—good for longer edits • Splice—good for quick social media edits • Vue—good for quick social media edits • Teleprompter—voice activated teleprompter • Adobe Spark Video—start the edit on your phone and upload to desktop to finish • Lumafusion—equivalent of Premiere Pro • Screenflow—screen recording and sharing
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https://training.com.ve/ The Art of Storytelling Visual Storytelling comes from the angle of the camera. The best angle is at the eye line so that you aren’t looking down or up at your audience. Performance
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Bad body language includes: • Touching your face • Shoulders too far forward • Crossed arms
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To build rapport with your viewers: • Smile/lean forward—hold a smile for 3 seconds at the start of your video to get a good freeze frame • Slow down • Eye contact • LISTEN
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Some final tips: • Be resourceful with your resources • Remember: you are the creator—you decide what the vision is and how to tell your story • Always put the story first!
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Garrett Holmes
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Director of Content, DigitalMarketer
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Founder & CEO, Design Pickle
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Overcoming the Hardest Challenges Faced by the Modern Entrepreneur: A Fireside Chat with Russ Perry Session Description: Join Russ Perry, CEO of Design Pickle, and Garrett Holmes as they discuss the journey of an entrepreneur. Learn from Russ the many ways that he has overcome massive obstacles in his entrepreneurial career, and how you can to. From rock bottom to scaling his business to 10mm+ ARR, Russ has faced just about every challenge of the modern entrepreneur is here to help you, as an entrepreneur, find your balance in life.
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https://training.com.ve/ What was your first experience with entrepreneurship? After college, I was teaching people how to use MacBooks to make visuals for their business. That’s when I realized that it was much easier to just do it for customers, instead of teaching them. I gathered some leads and quit my job. I failed miserably. Then, I tried to work at agencies and eventually decided it was best for me to create my own.
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I sold and hustled without a fulfillment system for a while. As long as someone had money, I would agree to work with them—which of course is an impossible business to grow. I was at a point where if things went well, I didn’t know why and if things went badly, I didn’t know why.
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What are some of the biggest lessons from that first business you’re still implementing now?
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I lost over a million dollars in clients in 2014. I was at a crossroads, asking, “What am I doing wrong and how do I create a business that doesn’t do that?” I decided to do the opposite of what I normally do.
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I asked myself, “How can I create a simple, repeatable process?” I niched down and then started to experiment on building the business around that niche. I started consulting and then figured out that a production design system matched really well with a list that I had previously built. It was an “ahha” moment. I read the book The Seven Day Startup, took the concept, and did the same thing with design.
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This led to Design Pickle.
You’ve grown Design Pickle to 200+ employees and $10 million in ARR. What pain point did you fix that was such a massive hit? I fixed my own problem. I was really bad at Adobe and other graphic design platforms, so for clients, I would hire a contractor to make visuals. Out of all the work that was completed during my consulting, they would come back to me and tell me how much they loved the design of the business card. It was such a small part of what we had done together and it sparked the idea for Design Pickle.
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https://training.com.ve/ I looked at the market and saw that there were a lot of people who could use a design service and I pivoted. What was the growth trajectory of Design Pickle? It was tough. We just celebrated our 4-year birthday and when I bump into old clients I’m like, “Sorry about that, please come back and try us again now.” In the first 8 months, you could just email us and send in whatever request you wanted.
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Our success came with radical honesty with our clients. This built trust with our clients, even the ones who were with us during the rough patches. We didn’t try to hide problems or pretend they weren’t there. This was a huge difference between Design Pickle and my agency days. Now, we’re upfront and transparent when we mess up.
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When you have thousands of clients, there’s an inevitable few that will never be happy. But everyone else gets it and respects the transparency.
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How have you been able to grow as a leader and entrepreneur by managing this many employees?
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Before I started Design Pickle, I listened to Startup School by Y-Combinator. I learned that I shouldn’t hire a designer first, I should hire a project manager. So, I hired a project manager as the first employee and a designer as the second. This meant that I could keep my focus on running the business.
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For each position, I would do the role, document the role, and then find the right person to fit it. They wouldn’t necessarily need experience because the role was documented and they could learn how to do the job. You said you’re systemizing yourself out of your business, how are you doing that? The engine is built and it’s running. I’m here to help upgrade that. But, if I were to unplug for 2 months, everything would keep running. I’ve always been aware that I’m not the business and the only way to scale was to make sure the business didn’t run around me.
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https://training.com.ve/ Design Pickle runs by itself but it doesn’t grow by itself. It’s still my role to help us grow. How do you maintain a work and life balance? When I put my business first, I was in a really bad place in my life and I talk about that in The Solo Entrepreneur. I put too much focus on my business and there was nothing left for me to give to my family, friends, or myself. After bottoming out, I realized that great businesses are built on strong foundations.
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I made a clear effort to outline a business that would allow me to spend weekends away, to travel with my family, and not to check my email on the weekends.
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It was a conscious choice to make sure that the core values of balance were there and I’ve been extremely diligent about protecting that as I’ve grown. That goes for myself and my employees. We make sure that our Filipino freelancers get to work during normal working hours instead of graveyard shifts that correlate with U.S. working hours.
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What do you do to manage stress?
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I meditate and spend time on personal coaching. For example, how do I be a good Dad? How do I balance entrepreneurship and family? The stronger that foundation became the more balanced and healthy lifestyle I started to live. When the stresses of Design Pickle start stacking up, the foundation is stable and I don’t fall off. Really successful entrepreneurs are successful in other parts of their life and they’re not chasing the dollar first, they’re chasing a work-life balance. Why do you value transparency so much? People generally suck at confrontation. For example, a few years ago, if I went to a restaurant and got the wrong meal I would just say, “Whatever, I’ll eat it.” Through thousands of dollars of personal development training, I’ve realized the solution is to just ask for the right meal. If you’re not willing to conflict, there’s no gap created for change to occur. 211
https://training.com.ve/ Inside of that gap is where your desired outcome is seen. This open conflict allows Design Pickle to launch and pivot without emotional connections. That culture of collision is what has allowed us to have rapid growth. How much of an impact does good design have on a business? Design is the fastest way we judge digital companies. You have to have a brand and visual design that looks good and matters. Obviously, I’m biased but we all know how important your visuals are for a good first impression.
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What’s your biggest win from the past year?
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Does your design make you look legit or shady?
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Our biggest win was investing in technology that helps our business, like Zapier. We also rebranded. We really got back to our roots this year.
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What’s your biggest loss from the past year and how is it shaping how you’re moving forward in 2019?
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Our affiliate program was our biggest failure. It costs us about $100,000 in affiliate payouts to scammer websites. And, it was totally my fault. I didn’t dive deeply into that side of the business and that showed. At the end of 2018, we put one person in charge of affiliates and we were transparent with everyone in our affiliate program.
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What’s the biggest lesson you’ve learned from your entrepreneurial journey? I’ve learned that if you have trouble getting into tough conversations with people, you lack the introspective to stand for what you believe in. Getting firm on this was a big change and I created systems that kept this in place. It’s not about being a jerk or ruffling feathers, it’s about being authentic and transparent.
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Ryan Levesque
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CEO, The ASK Method® Company | Bucket.io®
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Quiz Funnels! 3 Quizzes You Can Use to Explode the Growth of Your Email List This Year Session Description: In this session, Ryan Levesque, founder of the ASK Method, will give you a crash course on quiz funnels. Then he’ll get down to the nitty-gritty of how you can use them to dramatically grow your email list.
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https://training.com.ve/ What is the single most important asset in your business? Your email list. The problem is that building a list online today is more difficult than ever before because we are in the greatest consolidation of traffic in history (thanks to Facebook and Google).
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These 2 websites represent… • 77% of referral traffic • 83% of ad spend So how can you stand out?
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5 Biggest Viral Quiz Mistakes
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By using quizzes to capture information, grow your email list, and segment your audience.
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Here are the biggest and most common mistakes I see marketers making all the time.
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Mistake #1: Following the Wrong Process
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There’s a framework to follow to make a quiz go viral:
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Always start with your offer, then create the hook, and finally write the bridge.
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Mistake #2: Using the Wrong Hook
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Your hook needs to promise self-discovery through the quiz topic.
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The Quiz Topic is based on data. Buzzfeed found the 3-word phrases with the most Facebook shares had these words: • “Character Are You” • “X Things Only” • “Before You Die” Now, your quiz needs to have the right framework. There are 3 Quiz Frameworks: Quiz Framework #1: The “Type” Quiz For example, Proactiv Skincare created a quiz called, “What’s My Skin Type?”
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Quiz Framework #2: The “Killer” Quiz
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For example, Guitar Progress created the quiz, “What’s Your #1 Guitar Progress Killer?”
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https://training.com.ve/ Quiz Framework #3: The “Score” Quiz
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For example, PLR Content created the quiz, “Do You Know Your Authority Score?”
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By testing.
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So, how do you decide which quiz framework to use?
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Create a 4-way split test using your email list or a Facebook post. Use 4 different quiz titles as your subject line or headline. When you learn which ones perform the best, use that as your quiz framework.
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Mistake #3: Asking the Wrong Questions
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Map your questions to your outcomes like this:
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• Use the power of micro-commitments (one question per screen) • Always start with a “Grease the Wheels” question—a binary yes or no question • Always end with a “Lead Capture” question • The sweet spot is usually between 7-12 questions Mistake #4: Making the Wrong Offer You want to sell something immediately after people take your quiz. To do that effectively, your offer needs 2 parts: 1. A Band-Aid 2. The cure
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The Band-Aid gives people the answer or the solution they think they need right now.
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The cure pivots to offer them the thing they really need.
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Your quiz result should deliver the Band-Aid for free. Your cure is the paid offer.
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Mistake #5: Using the Wrong Tool
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There are a lot of options for making quizzes, capturing leads, and selling products. For example: • Survey software • Funnel builders • Form creators • Quiz tools The best tools have one thing in common: they use bucket.io, which allows you to take advantage of…
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Branching Logic:
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Customized Outcome Pages:
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Scored Quizzes:
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Quiz Funnel Analytics:
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Growth Tracking:
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https://training.com.ve/ Getting Started Building Your Quiz
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Here are the 5 steps to getting started with your quiz: • Step 1: Go to ChooseTheQuiz.com to study a winning quiz • Step 2: Brainstorm 5 ideas for each framework: Type, Killer, and Score quizzes • Step 3: Test different hooks with Facebooks ads and email subject lines • Step 4: Drive traffic to “deep dive survey” (#1 mistake) • Step 5: Build your quiz
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Michelle Smith
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Owner & Chief Bot Queen, Your Marketing Therapy
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The Rank And Review System for Amazon Sellers: How to Use Messenger to Take Control of Your Amazon Business Session Description: Discover the best practices for using Messenger for Amazon sellers. Learn how to use Messenger to build a powerful launch list so you can rank, review, and drive REVENUE for your listings!
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https://training.com.ve/ Amazon sellers are hyper-aware that the giant only cares about 2 things: 1. Their customers 2. Themselves Does any of this sound familiar? Reviews vanishing overnight Negative reviews from scammers Lost rankings to competitors who aren’t playing by “the rules” Listings that suddenly lose their buy boxes PPC campaigns becoming more expensive and not working as well as they used to • Products slipping in the rankings for seemingly no reason
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• • • • •
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Amazon is constantly moving the goal, which means you have to build your own traffic source.
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How do you take back control? By using Facebook Messenger.
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Unlike email (where a 20% open rate is considered good), Facebook Messenger has an average open rate of 90%. And 90% of messages are read within 3 seconds of receipt.
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Here’s how to leverage Messenger to grow traffic for your Amazon store.
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Step #1: Build a powerful Messenger launch list you can use to rank your products over and over again Your ideal customers are already using Messenger as a platform for communication, so it’s an ideal platform to build your launch list. • A target launch list is 2,000+ subscribers • Facebook ads are the most efficient and scalable way to grow this list • Attract subscribers with 2 core campaigns: • Contests • Coupons 226
https://training.com.ve/ Campaign #1: Contest Subscriber Campaigns
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• Run a contest where people enter to win your product (or a combination of products) • The benefits of this campaign: • You know the subscriber is interested in your products because if they’re interested in winning them, they’ll be interested in buying them • You can layer offers immediately afterward and quickly recoup your costs on the campaign • Low cost per subscriber
Pro Tip: Build your email list and Messenger list at the same time. Sample Contest Subscriber Campaign ROI: • Case #1: 6,000 subscribers (in December) at $0.07/subscriber • Case #2: 1,692 subscribers at $0.52/subscriber Campaign #2: Coupon/Ranking Campaigns • Run Facebooks ads featuring discounted offers of your product(s)
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• The benefits of this campaign: • You know the subscriber is interested in your products • Low cost per subscriber • Can help improve your products’ ranking (when you run the campaign long enough) • Best practices: • The offer needs to be 75% off the original price to attract subscribers and use the coupon • This works best when giving away 300-500 coupons
Sample Coupon Subscriber Campaigns ROI: • Case #1: 965 subscribers at $0.45/subscriber with an 82% CTR • Case #2: 172 subscribers at $0.50/subscriber with a 65% CTR
Step #2: Use your list to launch new products on Amazon Once your list is built, use it to launch your new products successfully. Here are some tips for success: • Start with research: do your keyword research prior to launch, and make sure you’re going after the right keywords 228
https://training.com.ve/ • Use this ranking/product launch formula: • (Average # of sales for your keyword) / 4 over 7-10 days • Split-test keyword URLs and tactics: 2-step, search, find, buy, add to cart, etc. Messenger allows you to be flexible with where you send people. 5-Step Product Launch Protocol
Step 1: 4-8 Hour Flash Sale
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Follow up with review requests.
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Note: Use this strategy at your own risk. If you’re not careful, your products can get locked in at a lower cost.
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This is a ranking tactic only—these purchases won’t count as “verified.”
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https://training.com.ve/ Step Three: General Offer <30% Off Now promote an offer that is less than 30% off. This offer can and should be promoted through all your marketing channels including email, Facebook page, Instagram, etc.
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This is a ranking & review tactic. Purchases under 30% off count as “verified purchases.”
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Step 4: Product Testing
Broadcast a product tester/rebate to generate for reviews. Use group 4 (only if needed). Bury this to avoid an abnormal review velocity.
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Step #3: Increase your verified reviews (without getting your AISN blocked)
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Here’s my strategy for generating more reviews: Review Harvesting Overview • Keep in mind new products need 21 reviews to positively affect the algorithm (at time of writing this) • Do not drive traffic to ASIN review links, because it flags abnormal review behavior—instead, use an RYP link • Keep in mind reviews are expected after 10-15 days—if you’re getting an immediate review the ASIN will be blocked for abnormal review velocity Top 2 Strategies for Harvesting Reviews 232
https://training.com.ve/ 1. Primarily drive campaigns with follow-up review flows 2. Leverage product inserts to capture customers and request reviews Strategy #1: Campaign Follow-Up Flows This strategy helps turn subscribers into customers and follow up with them.
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• The benefits of this strategy are: • You can find out who purchased the product • You can find out how customers liked the product • You can provide customer service to those who didn’t like the product—thus avoiding negative reviews • You can request reviews from happy customers
Sample Campaign Follow-Up ROI: • 48 people bought the product • 43 loved the product • Over 50% of customers left a review
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https://training.com.ve/ Strategy #2: Product Inserts Try including product insets to turn your Amazon customers into subscribers.
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• The benefits of this strategy: • 100% of your Amazon customers will receive your insert • You can provide a compelling offer specific to your type of product • You can follow up with customer service and embed review requests and/or review incentives
Sample Product Insert Campaign ROI: • Sent to 3,296 people • 1,678 loved the product • 316 left a review Some final tips: • Be careful with review bots • Don’t be a “bad boyfriend” and ghost your list • Treat this as a long-term asset, not just a short-term fix
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Marcus Murphy
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Director of Monetization, DigitalMarketer
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What The Top 1% of Agencies Are Doing To Outpace Their Competition Session Description: The top 1% of agencies are implementing eight strategies to stay ahead of the competition. From strategic onboarding to checklists to vision, these agencies have figured out how to climb their way to the top of 100,000+ agencies in the US. In this session Marcus Murphy, Head of Partnerships at DigitalMarketer, explains how to become the 1% and scale your agency today.
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https://training.com.ve/ The top 1% of agencies are doing 8 things to outpace their competition. Strategy #1: Top Agencies Are Niching Down First, find your passion: what are you willing to get excited about? The answer to this question can help you to identify who you should be working with (and who you shouldn’t).
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Once you do that, the next step is to identify the problems you can solve within this niche. Then figure out the profitability of that solution in that niche.
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Strategy #2: Top Agencies Are Doing Cross-Channel Marketing
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Don’t rely on just one platform to increase brand awareness, drive traffic to your website, and create conversions. Instead, leverage a variety of channels and platforms.
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The country’s top agencies are hyper-aware that in 10 years, Facebook may not be the mogul that it is now.
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Strategy #3: Top Agencies Are Strategically On-Boarding
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Your clients are human beings and they stay with a business because they enjoy working with them. This is why it pays to nurture a positive relationship with your clients.
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What’s the best way to create this relationship between your company and your clients? Email. Email is the workforce of your business—it’s the primary communication method in most agencies. So create an email series that takes your clients through a sophisticated set of “Ah-ha!” moments to show them why you are different. Strategy #4: Top Agencies Train Their Teams AND Their Customers The best agencies train both their teams and their customers. It sounds weird to train your customers. As an agency owner you may wonder, 236
https://training.com.ve/ “Doesn’t this mean that I’m giving them all of the knowledge they need to NOT need my services?” It’s actually the opposite. When you train your customers you help them to become more successful while you become the linchpin, the secret sauce of their success.
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The key to training within your team is to find your champion team members and give them access to certifications and marketing training. They’ll be the people who articulate why your customer needs a new landing page or a better tripwire (for example).
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Strategy #5: Top Agencies Are Using Conversational Marketing
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Many agencies are missing out on this. Make sure you’re marketing in a conversational tone.
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For example, using a “Can I help you?”-style email campaign builds a relationship between you and your customers.
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Be aware that there is a 68% average churn rate for agencies—which means you have to keep restarting the conversation with your clients. Strategy #6: Top Agencies Are Using Their Community
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There are 100,000+ agencies in the U.S. alone and 500,000+ in the world. This may seem like a lot of competition, but keep in mind there are 22 million small businesses in the U.S. and 125 million small businesses worldwide. This isn’t your competition, it’s your community. The best agencies understand this. They realize that agencies can help each other by becoming partners and referring business to one another. Small businesses are the backbone of the world and agencies are the backbone of the backbone. When agencies work together, they inflate the community, they help each other, and they help their customers.
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https://training.com.ve/ Strategy #7: Top Agencies Use Tools to Learn More About their Customers The Customer Value Journey outlines our customers’ pain points and how we solve them. For every pain point that we have a service for, we create a “Checklist of Pain” that shows our customer how to resolve that pain point on their own and with our service.
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Here’s how to build your own checklist: 1. List all of your products/services and revenue streams 2. List the pain that each product resolves 3. Create a “Checklist of Pain” 4. Come up with a name for your Checklist of Pain that speaks to the overarching benefit of your products/services (i.e. Rapid Growth Checklist, Business Doubling Checklist, etc.)
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The vision formula looks like this:
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Strategy #8: Top Agencies Have a Vision
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A (S+K -> PBC = V)
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Where: • V = Vision • PBC = Positive Behavioral Change • K = Knowledge • S = Skills • A = Attitude The top 1% of agencies have these 8 plays in their playbook and are using them to outpace their competition.
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Richard Branson
CEO, WarRoom Mastermind
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Founder, Virgin Group
Roland Frasier
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Closing Keynote: Interview With Entrepreneur-Billionaire Richard Branson Session Description: Richard Branson has founded and currently owns 12 different companies that each generate over $1 billion per year in revenue. Roland Frasier, host of the Business Lunch Podcast, interviews Sir Richard to deconstruct and extract for your use some of the magic from Sir Richard’s unprecedented success.
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https://training.com.ve/ What drives you to set records and take on wild endeavors? Originally it was for marketing reasons. For example, we had 1 secondhand 747 against 400 British Airways planes and somebody said to me, “Let’s build a boat and take the record for the fastest boat ride across the Atlantic Ocean.” Unfortunately, we didn’t make it, and as the boat sank, the words, “Fly Virgin” were sticking out of the ocean. The next year we tried again and succeeded. I’ve been pulled out of the sea by helicopter 5 times in my life. It gives Virgin a sexy image, something that people can identify with in comparison to British Airways.
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You’ve cheated death 76 different times and recently you decided to ride out Hurricane Irma. What have you learned from these near-death experiences?
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Every time you have a near-death experience, you swear you’ll never do this again. Within a week you think, “I could do it slightly differently this time…” I just have fun with life. For example, the Super Bowl asked us to use our airships to film but said they wouldn’t show them on camera because we hadn’t paid for marketing. So on the airships we put out a banner that said, “NBC Cameramen Are The Sexiest Guys and Girls in America” and the cameras stayed on our airship for the entire Super Bowl. 50 years ago when I started, I had to come up with fun ideas to get my company on the map.
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Could you tell the story of launching Virgin Mobile in Australia?
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When we launched in Australia, I expected us to go to the famous Sydney Harbor Bridge. Unknown to me, I ended up bungee corded to the bottom of a helicopter and flying over the Sydney Harbor Bridge. It was fun and we got the front-page story. Over the years, you’ve built Virgin into one of the most recognizable brands. How did you decide on the name virgin? I was 15 turning 16, and we were trying to come up with the name of the record company we wanted to start. My name was “Slip Disk Records,” which, luckily, we didn’t choose because Slip Disk Airlines doesn’t sound so good. One of the girls said, “Why don’t we call it virgin? We’re all virgins! And you’re a virgin in business.” After 3–4 years I was finally able to convince 240
https://training.com.ve/ the Registry Office to let us register the name. You have spaceships, cruise ships, airlines, phone companies, trains, and more. From time to time, people must have told you that you were pushing the brand too thin. What is the secret to being so diverse and keeping your brand integrity?
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You’re absolutely right. When we had the record store and decided to go into the airline business, people thought we were mad. If we had just stuck with music stores, we wouldn’t be here today because music stores have disappeared. The reason we go into new industries is from personal frustration. Virgin Atlantic came from a bad experience on an airline. I ended up calling Boeing and asking if they had a plane that I could buy.
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What would you say the people in this audience should be thinking about as they build their own brands?
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You’re only as good as your personal reputation. You have to protect your reputation and not get tempted to do anything that could be read about the next morning and make you feel uncomfortable.
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You’ve intentionally reached outside of the industry to find good people to work for you. Can you comment on that?
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When we started the airline, we didn’t want to hire a bunch of airline people. Of course in the cockpit we wanted pilots, but we wanted fresh faces for everything else. For each new company, we get a blank piece of paper and say, “How can we make this company different and far more appealing than those that have come before us?” Your daughter asked you to implement something new in your business, can you talk about it? My daughter rang me and said, “I think you should be brave and treat people like adults. If they want to work at home, let them. If they want to work part time, let them. If they want to take a sabbatical, let them. If they want to take 2 months off, let them.” And it turned out that if you treat them that way, it works out really well.
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https://training.com.ve/ We also give people a second chance, hiring people who have recently come from prison. We’ve hired dozens of people in this situation and not a single one has reoffended. They are so grateful for the opportunity and they are some of our best employees. In 2020 you’re launching 3 cruise ships. Can you tell us about it?
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I wouldn’t dream of going on a cruise ship, and that’s why we decided to make our own cruise line. Again, we got a blank piece of paper and she sets sail in 12 months and is going to Havana and the Bahamas—no kids allowed. It’s going to be a lot of fun.
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What do you see as the next industry that needs to be disrupted?
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When are you launching?
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Space is becoming rather exciting for Virgin and… it’s virgin territory. Fourteen or fifteen years ago I gave up waiting to be taken to space by NASA, the Russians, or the Chinese. I realized they weren’t interested in taking us to space so I traveled the world looking for a genius engineer and started Virgin Galactic. Two days ago, our second flight into space launched with one of our engineers. Who else wants to go to space?
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I’m hoping to go up in July of 2019. Everything seems to be going well toward that, and this is the anniversary of the moon landing. We have 700 people signed up and ready to go to space, we’re building 3–4 space ships, and we just moved to New Mexico, which is where we’ll be operating. And you have a small satellite company? Virgin Orbit is a sister company to Virgin Galactic. We converted the wings of a second hand 747 so it could take a giant rocket up to space. We’ve spent 8 years building the giant rocket and now we can take an array of satellites up to connect some of the billions of people who aren’t connected. We can launch satellites within 24 hours. I love the story of the logo too—can you share that with us? Stephen Hawkings and myself made a logo of our eyes and every astronaut 242
https://training.com.ve/ that goes into space will have a small version of their eye put on the spaceship. How has your personal brand helped Virgin, and how have you kept your personal brand and Virgin from overshadowing each other? I started the personal brand when I was really young. I think the Virgin brand is well established around the world. If I were to get run over, I think the Virgin brand can outlive me into the future.
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What is your process for designing the customer experience, how the customer experiences your products, and the customer journey?
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When we started Virgin America, airlines weren’t a pleasant experience. We wanted to bring an airline into the States that people were happy to fly with. We wanted the type of airline that children would get really upset if they weren’t flying Virgin. We also wanted everybody working there to love everything about it. Virgin America won best airline 10 years in a row, and it was much better than the other airlines. Maybe one day we’ll come back.
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What industries could most benefit from your customer mindset?
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Virgin Hyperloop is really exciting. It’s a tube with pods that allow you to travel extremely quickly from one location to another. We’re testing one in Las Vegas right now. The idea is that if you land in Dubai and need to get to their other airport 60 miles away, you can do so quickly. We also want the pods to bring you from airplane gate to airplane gate to catch connecting flights. And we’d also like them to be able to bring people across long, dangerous roads such as the road from Mumbai to Pimpri in India. What makes a good business partnership? Partnerships are so important in life. If you’re lucky enough to find a spouse and stay together throughout your life, it’s an absolute joy. Partnerships in business can be equally magical. You’ve got to find the give-and-take and sometimes be overly generous to your partner to make sure that it works. We’ve been really lucky and had some great partnerships and we’ll continue 243
https://training.com.ve/ to have partnerships in our new ventures. Is there a way that you approach media? The more media you can get that you don’t have to pay for the better. For example, I had friends ring me up and ask me if I wanted to appear on Friends. It’s just about making the most about fun offers. The only problem was when I was walking in America and someone came up to me and said, “You’re the guy from Friends!” instead of “the guy from Virgin.”
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I think creating an image that people identify with is much easier through your personal charisma than ordinary advertising. Once you’ve created that image, you can start using more traditional advertising.
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What final thoughts would you like to leave the Traffic & Conversion Summit with?
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Most of my time these days is spent trying to solve intractable problems of the world. I think when you are a small business, you have to look after yourself, then your employees and the people around you, then your local village, your local city, your country, and when you become a global brand— you’ve got to look at the global issues to see how you can help.
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I think if we could get every company to do that, most of the problems in the world would be solved. I’m meeting tomorrow with a group of engineers to extract carbon out of the atmosphere. We’re working on drug policy reform and moving toward treating drugs as a health problem. Thank you so much for all of the good that you do in the world.
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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Instant Authority - 5 Steps To Crafting a “Micro-Brand” That Captures the Heart, Mind, and Wallet of Your Audience Session Description: The world is a noisy place, and it’s getting noisier by the day, and that’s why it’s critical that your brand truly MATTER in the marketplace. In this session, Ryan will show you the secrets to reverse-engineering authority, and the 5 steps to building a “mini-brand” in virtually any market…almost overnight!
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https://training.com.ve/ Marketers need to create movements. They need to stop selling products and start changing the stories customers tell about themselves. If you alter the story somebody tells about themselves, you’ll capture their heart, then change their lives. That’s what a movement does. Movements create demand for the supply (aka product) and in a time of absolute content saturation having only supply isn’t good enough anymore.
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How do I know this?
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• The average landing page conversion rate is 2.35% • The average Facebook organic reach is 0.5%
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In a noisy world, the brands that market a movement, instead of a product, bypass the algorithms and yell the loudest.
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Too many of us shy away from stepping into an authoritative role. This is called Tall Poppy Syndrome and it’s this strange phenomena where poppy’s don’t want to grow too tall because the tallest poppy’s have the highest chance of being damaged.
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Business owners and entrepreneurs do this too. We think, “If I rise above the crowd and get noticed, then I could catch some heat and attract some haters.” We are afraid to market ourselves, we are afraid to rise above, we are afraid of not being liked. But, if you truly believe in something, why wouldn’t you market the heck out of it? You can’t create a movement until you have authority. The 5-Step Instant Authority Framework establishes authority around a person or brand and creates a movement.
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https://training.com.ve/ Step #1: You Need A Plan Do you have a plan that people can tell others about? People don’t want to follow a leader who doesn’t have a map. It’s impossible to have a movement without a plan. You sell a product but do you have a plan for success? At DigitalMarketer, this plan is the Customer Value Journey.
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Step #2: Answers FAQs Consistently
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What is the step-by-step plan for success that you have created for your clients and customers?
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Why is Dave Ramsey so popular?
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It’s essential that you meet your customers where they are. Chances are they are all going to be asking the same question, over and over again. What won’t change is the question but what will change is the person asking it.
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• Everyday he gets on the radio and answers the same questions—again and again
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As a business owner or entrepreneur, answering questions on Quora can build your authority and establish your brand. Quora has the audience, 300 million monthly users, and you can choose to answer whatever questions you would like, link to any content that you would like, and essentially promote any product that you want—just make sure not to sound too sales-y. Another useful platform for finding commonly asked questions about your product/niche is Answerthepublic.com What are 10–20 ultra specific questions your customers are asking that you can answer?
Step #3: Maintain Absolutes This is going to sound strange and you may need to reread it to understand 247
https://training.com.ve/ what point I’m making: Accuracy does not equal authority. You don’t have to be totally accurate to establish authority; in fact, you can be extremely vague and create more authority than when you were trying to be direct. For example, Dave Ramsey says, “If you can’t pay cash, then you can’t afford it.” Can’t afford what? A house? A car? A twix bar? This is an absolute because it isn’t necessarily accurate but it maintains the authority of Dave’s core beliefs about debt.
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Words to Use in Absolute Statements:
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Gary Vaynerchuk uses the same authority building strategy. When he says, “There has never been a better time in the history of time than right now to start your business,” he isn’t specific to what time he is talking about. Is 2019 the best time to start a business? Did he say this in 2016 and that was the best time to start a business? This statement is an absolute that supports Gary’s brand of promoting entrepreneurship.
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All. None. Always. Now. Never. Period. Guaranteed. I Promise. Going to happen. Fact. Evil. Dumb. Stupid. Genius. Best. Greatest. Worst. One thing. Everything. Nothing. Everyone. No one.
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Speak in absolutes and be willing to be wrong—when you start getting haters, you know it’s working.
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You’ll really know this is working when people start to make quote pictures.
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What absolutes are you willing to maintain even in the face of haters?
Step #4: Establish a Core Belief A core belief is the reason your business exists. Simon Sinek calls this your “why.” For example, DigitalMarketer’s core belief is the best product or service should win. Consumers don’t even need to know what the product is if they believe what you believe. They’ll just want to go with you because they agree with you. 248
https://training.com.ve/ Examples of core beliefs that have amassed legions of consumers: “We don’t just make boxes that help people get their work done faster (although we do that very well). What we do, our core belief is that passionate people can change the world.” –Steve Jobs “We’re going to exit the fossil fuel era. It is inevitable” –Elon Musk Let’s do a case study. The team at DigitalMarketer just launched a new company called Praxio.
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We believe that our economy has shifted from a credentials-based system to a skills-based system and employers and educators haven’t kept up. Things are moving too fast.
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• Sixty-five percent of children entering primary school today will ultimately end up working in completely new jobs that don’t exist • How can the education system prepare kids for jobs that don’t exist? It’s not possible. What’s happening in the US is not an employment problem, it’s a skills gap problem
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We also believe the student loan debts are in crisis proportions and it’s only getting worse.
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We believe the apprenticeship economy is happening now and the companies who win in this new economy will be the companies who bear the burden of educating, training, and empowering their workforce. This is our why at Praxio. How does it make you feel? As a marketer, you know you have nailed your “why” when people say, “I could either watch this happen or be a part of it, and I want to be a part of it.” What do you fundamentally believe to be true about the universe and your place in it?
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https://training.com.ve/ Step #5: Change People’s Rites and Rituals There are 3 ways to get somebody to change a habit: Option 1: Get people to do something they wouldn’t ordinarily do • What are they already doing that is a little bit weird? Institutionalize it • Tony Robbins gets people to walk on fire • Dave Ramsey gets people to scream, “I’m debt free” on the radio
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Option 2: Get them to alter an existing routine
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Option 3: Get them to lick your brand
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• Bulletproof Coffee: Add butter to your existing coffee routine
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• Beach Body: If you send them a testimonial, you’ll get a free t-shirt • Stickers work as a great “lickable” What customs and rituals should you promote and institutionalize?
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Out of the 5 Steps of the Instant Authority Framework, you only need 3 to create your movement. Do 3 extremely well and you’ll become an authority and establish your micro-brand.
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Now, go start a movement.
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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How To Build A Modern Marketing Team Session Description: There’s no room for a one-size-fits-all marketing team in your business. In this session, DigitalMarketer Co-Founder & President Richard Lindner will walk you through how to build and train the perfect marketing team for YOUR company.
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https://training.com.ve/ The new marketing team is built with full-stack marketers who are knowledgeable on the 8 core disciplines of digital marketing:
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1. Conversion funnels 2. Content marketing 3. Paid traffic 4. Email marketing 5. Social media 6. Search marketing 7. Data and analytics 8. Testing and optimization
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DigitalMarketer has mastery courses and certifications on each of these core disciplines.
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What’s a Full-Stack Marketer?
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Somebody who is a generalist-specialist. They know a little about a lot and a lot about a little.
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Generally, marketing teams seem to fall under 2 categories: The Vertical Team
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• A team of specialists who are all an expert on the same core discipline or varied core disciplines • Con: This team can’t communicate or collaborate with each other because they don’t have the knowledge about the other core disciplines of digital marketing The Horizontal Team • A team of generalists who know a little bit about all of the 8 core disciplines • Con: They don’t know enough about any of the disciplines to reach the company’s goals
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https://training.com.ve/ The modern marketing team takes these generalist specialists and assigns 1 team member to be responsible for: Acquisition • This person is focused on the first 4 stages of the Customer Value Journey • Aware, Engage, Subscribe, Convert Monetization
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• This person focuses on turning leads into customers, the last 4 stages of the Customer Value Journey • Excite, Ascend, Advocate, Promote
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These 2 roles are responsible for feeding the Customer Value Journey and creating a predictable way for people to move from unaware to customer.
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There Are 3 Options for Building a Marketing Team
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Option #1: The In-House Marketing Team
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• Pros: Team members have 100% focus on your brand, your mission, your customers, and your journey, and they have direct access to you • Cons: Young team members have to be taught and experienced team members have to be paid well, most team members will be filling multiple roles and will have a high workload, and everybody has to keep learning as the digital marketing landscape changes • This is how the DigitalMarketer team started
Option #2: The Outsourced Marketing Team
• Pros: Freelancers have vast experience in similar projects, their job is more targeted to specific KPIs, there’s a quick turnaround time, and they generally cost less than a full-time employee • Cons: There’s a risk of choosing an incompetent agency or freelancer, you have limited control over their schedule, and they will have their focus on several clients 253
https://training.com.ve/ Option #3 (The Winner!): The Hybrid Marketing Team • Pros: Team members are experts in specific channels and/or niches, there is flexibility with time and cost, and in-house team members hold down the foundation while outsourced team members focus on their specific expertise • Cons: Cooperation between the in-house team and outsourced freelancers can have friction and juggling both types of employees can be expensive • This is the model that DigitalMarketer is currently using
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The Hybrid Marketing Team takes in-house employees and outsourced freelancers and fills these roles and responsibilities accordingly.
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Head of Marketing*
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• This is the ultimate generalist • Responsibilities: Customer Value Journey design, avatars/personas, budget allocation, team management
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Acquisition Team*
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• In charge of acquiring new leads • Responsibilities: content creation, SEO, social presence, creative marketing strategies, acquisition strategies, channel management, analytics, optimization Monetization Team*
• In charge of turning leads into customers • Responsibilities: promotion creation, copywriting, email marketing, optimization, automation Retention Team* • In charge of increasing the customer lifetime value (CLV) • Responsibilities: campaign creation, copywriting, analytics, user research, product marketing 254
https://training.com.ve/ Marketing Ops Team* • In charge of making the Customer Value Journey frictionless and seamless • Responsibilities: development, system integration, analytics, optimization *NOTE: These are not job positions and this is not an org chart! These are responsibilities fulfilled by team members. Now Ask Yourself 4 Questions:
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Question 1: Who is assigned which responsibility at my company? Question 2: Do they know they’re supposed to be doing it? Question 3: Do they know how to do it? Question 4: How many times is my name on that list?
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Full-stack marketers aren’t born… they’re made.
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It’s time to start recategorizing your team by roles and responsibilities, not titles.
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Brendon Burchard
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Host of HPX Podcast, The Burchard Group
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How in The World Are Influencers Crossing $10M/Year Sharing Their Advice and Content!? Session Description: The top influencers aren’t using views to make money. They aren’t running sponsored ads. They’re using recurring revenue models, evergreen product funnels, high-end services, and events to make seven-figures a year. Learn the seven-figure influencer business model and what hyper successful entrepreneur and influencer Brendon Burchard would do to make another $10 million if he had to start all over again today.
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https://training.com.ve/ The top influencers aren’t using views to make money. They aren’t running sponsored ads. They have: • • • •
Recurring revenue models Evergreen product funnels High-end services Events
The Business Model of 7-Figure Influencers Looks Like This:
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Low-End Product (Ex. Book) › Slightly Higher Low-End Product (Ex. Seminar) › Low-End High-End Product (Ex. Mastermind) › Highest-End Product (Ex. $100,000 Keynote Speeches)
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It all starts with a low-end purchase that drives people in your higher end work.
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How to Get Your Start as an Influencer and Thought Leader
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Create and Sell Information that Fascinates You
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• Create products that involve topics you are passionate about and then use these products as evergreen content for the upcoming years
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Don’t Create Niche Products • Create products that most people can use and then market them to different niches • For example, I sell a 4-day seminar for personal development. I market that seminar to dentists, yoga instructors, women, etc. by changing the language on the ads Create and Sell 3 Products Per Brand Topic • Don’t create 50 things, instead create 1 and market it 50 ways • For example, Steve Jobs cleaned house and brought Apple down to 6 products 257
https://training.com.ve/ • Real niche marketing means you’re talking to different avatars about the same product Create and Sell in the Modality You Love First • Sell seminars, coaching, whatever you geek out with the most Claim and Master a Topic
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• You’re going to be paid on your competency in a matter • Always be in learning mode
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Know Your Audience’s Problems and Ambitions
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• We are taught to have a headline that hits a customer’s pain point • This works great for conversions but not for brand building and scale • Learn more about your audiences ambitions to scale • Solving a problem is a commodity
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Find Your Story
• Have your story match every product or sale that you make • Teach through real-world metaphors and storyboards
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Create a Solution Product
• You can make $1 million off of 1 product—I’ve done it :) Put Up a Website and Weekly Blog or Vlog • To scale a big audience, you have to be putting out weekly content Post and Promote Free Content • 4 posts per day on social media
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https://training.com.ve/ Create Evergreen Campaigns for Your Products and Programs • Email, follow up, follow up, follow up • Always have a built-in deadline • Always have built-in targeting Run Ads All The Time • All the time
• Share for share on content and products
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Get Promotional Partners
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Focus on the 4 Pillars of Influencer Content/Products
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1. Value 2. Distinction 3. Excellence 4. Service
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If I Had to Make $1 Million Again, this is What I Would Do:
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1. Create a monthly subscription product • Get 1,000 customers to pay me $29 a month 2. Start a 3-part webinar series teaching something • Charge $97 for access and get 200 customers to buy it each month 3. Create online courses • Have 100 people a month buy the course for $365 4. Offer one-on-one coaching • Get 15 clients at $1,000 a month How Would I Get to $10 Million? Option #1: Use the same formula as above and add more customers Option #2: Take the formula from above and use it on various topics 259
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Katie Vogel
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Chief Marketing Officer, Agora Financial
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Monetization Magic: 21 Proven Money-Making Strategies from a $300 Million Business Session Description: There are five building blocks of a $300 million company and each of these blocks has money-making strategies. Here is Agora Financial’s secret sauce to growing and maintaining massive long term success.
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https://training.com.ve/ Building Block #1: Product Money Making Strategy #1: We’re in the newsletter business The concept of our newsletter is that we don’t have to create a new product when we have a new idea. Instead, we create a new promotion.
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$49 annual subscription Recurring payments Spin up a new offer, not a new product Easier to pivot
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Money Making Strategy #2: Monthly Physical Fulfillment
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Printed newsletter every month Brand loyalty and trust Increase monetization opportunities Insert early renewals Cross-sell and upsells Opportunities for swaps and partnerships
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• • • • • •
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We have a monthly physical fulfillment. This fits our demographic perfectly, but this money making strategy may not make sense for every business.
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Money Making Strategy #3: High-Priced Backend Products This is where we make 90% of our revenue. We are the best producers of high-end backend products. • $2,500 annual subscription • Continuity! Not one-off product • Recurring payments • Deeper access to guru • Higher risk, higher reward • More complicated strategy • Special opportunities 261
https://training.com.ve/ • A product only you can provide your customers with Money Making Strategy #4: Product Bundles
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Money Making Strategy #5: More lists, more real estate
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Newsletter Free e-letter “Paid file” (newsletter of paid customers only) SMS Push notifications Chatbot/Messenger Facebook Groups
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• • • • • • •
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The more lists we can put customers on, the more real estate we have to monetize them.
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Money Making Strategy #6: Multi-Touch Funnel Where does the customer want to communicate with us, where do they want to buy, and how do we move them into that space as quickly as possible? This is Agora Financial’s Multi-Touch funnel:
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Money Making Strategy #7: “The Real Deal” Gurus
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Existing credibility Clear and sellable idea or opinion Is accepting of converting copy Accessible for marketing requirements Money motivated
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These gurus must have:
Building Block #2: Funnel We acquire all of our customers at a 20% loss because we know we can make that money back. The real way to scale your business is to try to move in this direction. Try not to make a profit off of that first sale. Instead, acquire them and have a monetization strategy behind that (and ensure you can track this data).
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https://training.com.ve/ Money Making Strategy #8: Tiered Pricing • Best deal - $299 $79 for digital download plus print copies PLUS bonus reports/premium • Premium subscription - $129 for digital download and print copies • Basic subscription - $49 for digital downloads only Money Making Strategy #9: Order Form Exit Pop Pricing
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When people go near our navigation bar after 10-20 seconds, a pop up offers them a monthly or quarterly subscription which isn’t normally shown on our website.
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• Offer quarterly or monthly pricing on the exit pop • Program your exit pop not when they actually click but when they hover near navigation bar • Set timer parameters
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Money Making Strategy #10: Bump Offers
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Bump offers are an opportunity to cross-sell another product and upsell each purchase.
Money Making Strategy #11: Lifetime Subscription Upgrades This was huge for us. We charge an extra fee on top of our annual subscription fee. • Additional $250 for lifetime of our $49 annual subscription • Roughly 5 years upfront • Upsell in funnel, autoresponder (Email and SMS), monetization campaigns 264
https://training.com.ve/ • 10-15% take rate in our funnel • Additional benefits: • Special report • Premium level subscription with additional access to guru • Customer concierge line for lifetime subscribers only • Early access to any new products Money Making Strategy #12: 2-Year Downsell If “No” On Lifetime
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• Additional $39 for second year • “Let me save you 60% off your second year”
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• $2,000 cross-sell • Offer full price and then downsell quarterly • Watch refunds! • If you have high refunds on this offer, you’ll scale an offer incorrectly and spend too much to acquire those customers Money Making Strategy #14: High-Priced Product Evergreen Webinars Not all of our funnels have this, but the ones that do work really well. • • • •
Add to autoresponder series on day 4-5 Low conversion rate, but high price helps campaign break even Great for lead generation campaigns Again, watch refunds!
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Money Making Strategy #15: Send The Offer That Makes The Most $$$
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And then send it again, and again, and again!
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• Even if it’s not your own • If somebody has a product that converts better than yours, use theirs to try to get more leads, etc. • Let customers vote with their wallets Money Making Strategy #16: Battle Offer Fatigue With Deadlines Use deadlines to push leads to purchase and be serious with the deadline. Once the deadline passes, don’t show the offer again. • • • •
ONLY use when conversion rates start to dip Organic urgency vs. crafted urgency Offers or products with built-in recurring deadlines are GOLD! Watch overusing!
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https://training.com.ve/ Money Making Strategy #17: “Live” Events and Webinar Launches “Live” events and webinar launches need to be looked at differently than we currently are because we’ve conditioned consumers away from wanting to watch.
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• Warning: We’ve reached peak “live event” • Live events don’t work as well as they used to, we’ve conditioned consumers to know they are going to get pitched something on the event day and don’t show up • This changes if you can get a big name or celebrity/influencer involved
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Money Making Strategy #18: Self-Liquidating Offer
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• After customer opts into event or webinar offer them something • For example, a $20 one-time-offer on event confirmation page • As high as an 18% conversion rate
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Money Making Strategy #19: Don’t Forget The Phones
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Telesales are making a comeback.
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• Telesales only pushes • Especially for bundled products • SMS click-to-call • Over $20 million in 2018
Building Block #4: Data Money Making Strategy #20: Reliable Customer Data Data doesn’t need to be big, it just needs to be right. At the heart of Agora’s success is really, really, really good data. • Lifetime value or “Value to Date” • How many “new” customers have you acquired • New = anyone who hasn’t purchased in 18 months 267
https://training.com.ve/ • Ability to model best customers • Pull segments of best customers and create lookalike audiences • Tools to Use: Lytics • Segments customers based off of data Money Making Strategy #21: Transparent Sales Comparisons with Competitors This is Agora’s secret sauce.
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• Create coopetition….or straight up competition • Every morning at 6:45am, an email is sent to everyone in Agora that ranks everyone against each other (divisionally) by transactions yesterday and revenue yesterday on both low-price and backend products • If possible, do this within your business to fuel growth and innovation • Agora Greaters Zambezi Email
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Don’t forget copy basics… in everything you do. Using “You” messaging Use “Great Leads” 4 U’s Make it entertaining Pattern Interrupt!!!
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Money Making Strategy Bonus: Copy Is King
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Jennifer Hudye
Entrepreneur & Marketer, Conscious Copy & Co.
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The Client Conversion Campaign: How To Write CashGenerating Copy That Eliminates Unqualified Leads From Clogging Up Your Calendar and Gets Ideal Prospects To Show Up To The Sales Call Ready To Buy. Session Description: Learn how to use the Client Conversion Campaign that will help you move on from clients who are kicking tires and shopping around toward working with clients who actually want your help. Jennifer will teach you how reverse-engineer the topics and copy you create in order to guide your ideal client to show up to a sales call pre-motivated, pre-qualified, and pre-positioned to do business with you.
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https://training.com.ve/ What is The Client Conversion Campaign? A simple and automated email campaign that warms up prospects before the sales call so you are only on the phone with quality leads who are ready to buy. • Increase show-up rate for sales calls by 50% • Get ideal prospects to show up pre-motivated, pre-qualified, and prepositioned to do business with you • Don’t waste your time on people who aren’t a good fit
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The Client Conversion Campaign goes in between the convert and close phases of your funnel.
Step 1: The Foundation 1. Who is your ideal client? 2. What are you offering them? 3. What do they need to believe in to feel ready to buy?
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The typical funnel for business owners selling over the phone looks like this:
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The Client Conversion Campaign looks like this:
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https://training.com.ve/ The key is to send emails between the time they book and the call to nurture the relationship and answer their objections in advance. If they miss the call, then they get placed on an email campaign to schedule another call. 1. The Application Page • Where you sift/sort through quality leads • How you understand where prospects are • Frames the sales call
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2. The Schedule Call Link
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3. The Scheduled Call Campaign
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• Prime them through 3 emails so they can show up to the call pre-qualified and pre-motivated
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Email #1 looks like this and is sent right after they book the call:
Then Email #2 follows the day after they book:
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4. Sales Call
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And follow with Email #3:
• Deliver value and enroll 5. Missed Call Sequence • If they missed the call, motivate them to rebook ASAP with these 2 emails Missed Call Email #1:
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Missed Call Email #2:
Step 3: The Copy
Copy Tip #1: Focus on the benefits. How to write a Benefits Statement: Step 1: Features • List out all of the features of your product Step 2: Advantage • What does each one of these features do? 274
https://training.com.ve/ Step 3: Benefit • Why does it matter to the client? For example, “On call we’ll see if it’s a good idea to work together” can be upgraded to, “Walk away from this strategy session knowing exactly where you’re leaving money on the table throughout your sales process.” Copy Tip #2: 5 Words to Get Them to “YES!” What are the most common objections and questions you get on sales calls?
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• For example, “You’re probably thinking X, right?” • “You’re probably thinking this is going to take like a bazillion hours, right?” • “You’re probably thinking this is just for advanced people, right?”
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Let them know the next step, always!
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• What does NOT work: “If you have any questions, let me know!!” • What works: “Hit ‘Reply!’ to this email and send me your #1 question when it comes down to ______”
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• What does NOT work: “Reach out to chat.” • What works: “Click here to sign up for [Name of Call]”
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Tucker Max
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Founder & Best-Selling Author, Scribe Media
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The New Content Machine Session Description: Content is key to any sound marketing strategy. Learn from Tucker Max how to optimize the content you’re creating to how to maximize the impact that it has on your business.
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https://training.com.ve/ The problem isn’t that books are old. They still work really well, and authors are making 6 to 7 figures off of them regularly. The problem is they are written wrong.
There are 5 Phases of Book Creation: Phase 1: Positioning and Outlining
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• When you’re testing your book title, it’s a great time to experiment with content • For example, posting on social media about the different titles • You have to frame the pain of your ideal reader • A person that does this extremely well is Dean Graziosi • Surveys • Listen to your audience and create the book around what they’re saying
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Phase 2: Writing
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• Going into a writing cave is a terrible idea • INSTEAD release chapters or sections of chapters every week • Nassim Taleb published chapters of his book on Medium over the course of 2 years • He used the reaction to revise his book (and promote it!) • Use any content you remove from your book to help promote it • You can use this to edit your book as well • Nassim asks people to look for typos • Post articles, emails, social media posts, and have trainings with the content of the book • Scribe has a specific outlining process that we use with our authors • Outline the book, then create content around each of the chapter points
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https://training.com.ve/ Phase 3: Publishing
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• Pre-Orders with giveaways • Tools they can use (if it makes sense with your book) • Discussing the process of writing your book • Everybody wants to write a book, there’s a huge audience interested in this • Think about what your audience cares about and then use it as content to promote the book • Discuss the strategy • “Here’s the backend template I used, the emails going back and forth, etc.” • You can give away your entire backend—and even have people pay to have access to it • LinkedIn is a good platform for this • Business-focused audience who is interested in the backend of the book writing process
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Phase 5: Evergreen
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• Show the behind the scenes of what’s happening while you’re writing your book through social media content
• This is where a lot of authors mess up • If you write a good book that is positioned well, it should help you for at least 5 years (if not 10) • We repurpose chapters, cut them down to blog post size, and then repost them as content • You can reuse research to create content • Promotions through guest post columns and speeches Authors are always worried about giving their content away. This is what we say:
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https://training.com.ve/ “You don’t need to worry about people stealing your content or ideas. You need to worry about people paying attention. The currency you need to worry about is attention.” The only way people are going to listen to your message is by putting it in a lot of places, often.
Questions and Answers: Can you write blog posts and then turn them into a book later?
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What strategy can I use to differentiate myself from top dogs in my industry?
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Differentiating from top dogs is easy because you’re the opposite of them. For example, “I’m not famous, I’m not one of them. What I do know is how to run a good mastermind. You’re going to pay $250,000 a year to be in that mastermind because of the top dogs in it, but you’ll only have to pay half of that for mine.” Now you’re going after another audience. Second, put your outline out there and show your process. What the top dogs can’t do is put their system out there, but you can.
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How do you pivot from a writer to a CEO? I screwed up early on with my brand. I didn’t have a brand, I was just me. But even if you’re building a personal brand, you have to find some way to emotionally separate from that character. And, you have to make a clear decision to go another way. The problem is that you can’t have both. I can’t write funny, comedy books and then serious books. Scaling content comes down to repositioning to target hyperniche audiences. Can you talk about that? We recommend being as niche as possible with your book. It’s hard to talk to 279
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a broad audience, but easy to talk to a niche audience. For example, if you’re an SEO guy—good luck. But, if you’re an SEO guy for dentists, you have customers. Once you own a niche, then you can move outward.
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Vince Reed
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President, Internet Traffic Factory
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The Social Search Traffic Method - A 2019 Pay-Per-Click Ads Game Plan Session Description: Join Vince Reed as he breaks down how to approach your PPC strategy in 2019. Learn the nuances behind the Social Search Traffic Method, and how Vince is utilizing this strategy to drive high quality traffic at low cost and at a predictable rate.
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https://training.com.ve/ How the Social Media Algorithm Works and How You Can Use Its Power for Your Benefit #1 Rule of Advertising is: A Bad Offer = 0 Sales The larger the problem you solve, the more irresistible the offer needs to be. Ask yourself, “How can I make my offer more irresistible?” Instead of lowering your prices, add more value to your offer.
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Facebook is an algorithm that is one million times smarter than us. All we can see is trends and use those to create ads and as a strategy for our campaigns.
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How would we use the power of the algorithm against it? The key is to give the algorithm what it wants.
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1. The happiness of their users 2. Their own revenue 3. The success of their advertisers
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Social Media Websites Only Care About 3 Things:
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The Most Important Bylaws of Facebook Are:
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• Don’t touch your ad for 4-7 days once you set up your campaigns (no matter what happens) • Don’t adjust the ad budget once you set it • I’ll break down how to scale ads later • Delete ads that do not hit your key performance indicators (KPIs) • Do not pause bad ads—delete them Know Your KPIs • • • •
Click Through Rate (CTR): 0.75% or greater Cost Per Click (CPC): $3 per click or lower Cost Per Lead (CPL): $10 or less (can be higher based on the industry) Focus on ROI (return on investment) 282
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My ad campaigns look like this:
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This is how 99% of advertisers run their ads:
I use multiple ad sets and multiple ads. It feeds the starving algorithm.
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Successful Advertisers Master “The Ad Profit Grid”
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Most marketers live in the cold zone. They consistently run cold traffic ads, but there isn’t a large profit from this. In the warm zone, you can make 6 figures. To get there you need to transition your prospects from cold leads to warm leads. The hot zone is the high 6-figure, 7-figure, 8-figure businesses. Imagine if all of your traffic was targeting people who were leads and buyers?
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The zone allows you to see how much you should be spending: Cold Traffic = 50% of the Ad Budget Warm Traffic = 30% of the Ad Budget Hot Traffic = 20% of the Ad Budget I recommend a $1,500 per month starting point and a 12-month commitment. Here’s an example of a cold market campaign with a $1,500 budget. We spend $10 per ad set and $25 per day:
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This is the Simple Ads Set-up Plan:
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• Campaign Level: Conversion or lead ads only • ROI Focused—not likes, engagement or shares • Ad Set Level: Up to 30 ad sets in 1 campaign based on budget • 1 interest per ad set • Ads Level: Minimum of 4 ads total • 2 Image Ads • 2 Video Ads
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A Systemic Approach to Setting Up Ads at Scale That Convert The true power of social media is its ability to retarget on such a specific level. Take the exact same ads that you run for cold traffic and show them to the users in the warm zone. Your cost per lead will be about 4x less than it is for cold traffic. To Scale Facebook Ads: • Build a list of 50 potential interest groups • Go to Facebook Insights and start placing your interest groups 285
https://training.com.ve/ There are 3 ways to scale Facebook ads:
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1) Horizontal Scaling: Add new ad sets with 1 interest group targeting:
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2) Vertical Scaling: Duplicate ad set and change the budget:
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3) Bulk Scaling: Add all interest that hit KPIs to 1 ad set (spend $10 for every 100,000 people):
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• Understand the CPM Facebook Pricing Model • $1 to $3 per 1,000 impressions • Build a dream 50 list of potential interest • Don’t dilute your advertising campaigns
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How to Combine Social and Search to Be Where Your Customers Are 100% of the Time The central hub of your advertising strategy is Facebook. When you bring Facebook users to your website and pixel them, then you can retarget them on YouTube, Instagram, and Google. Instagram Ads: • Retarget your main offer to all website pages
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https://training.com.ve/ YouTube Ads Steps: 1. Use the videos from your social media ads 2. Upload your video to YouTube 3. Set up a website visitor custom audience 4. Run both in-display and in-stream ads to your page visitor warm audience Google Ads:
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Use Bannersnack.com to create display banner ads Direct your image ads to your offer Optimize these ads for leads
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In Summary:
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• The website click pixel is king • Cross platform retargeting using Facebook as a central hub • Remarket page visitors on Instagram, YouTube, and Google display network
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Ryan Deiss, Roland Frasier, Perry Belcher, Richard Lindner, Ezra Firestone, Robyn Crane, Cole Humphus, Amanda Dobson, Wesley Rocha, Rachel Miller, & Syed Balkhi
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“Wicked Smart” Marketing Tactics, Strategies & Tweaks You Should Be Leveraging (But Probably Aren’t) Session Description: Throughout the year, we meet in 5 star locations with 165 of the smartest marketers on the planet to share what’s working, brainstorm new strategies and plus each other’s marketing. At each meeting, we have a “Wicked Smaht” contest where everyone shares their best proven strategies, tools and tactics, with results, and then we vote on which one was best. In this session, several War Room members share their winning Wicked Smaht strategies for you to copy and use in your business to see immediate results.
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https://training.com.ve/ Ezra Firestone: Get More From Your Website & Store Strategy 1: Add “sticky headers” to your desktop websites. The header “sticks” to the top of the website and as the user scrolls down the page, the header can always be seen. The results: • ARPU up from $1.47 to $1.67 at 93% confidence • Boom Club Opt-ins up by 22.35% at 90% confidence
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“Check out our new products” and “Join the BOOM club” are the call to actions in the sticky header below:
The sticky header can also be used with navigation menus that stay at the top of the screen as the user scrolls. The sticky header is the menu that says “video,” “our story,” “ingredients,” “reviews,” “FAQ,” and “shop scrub” below:
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Strategy 2: Improve mobile headers by changing your top navigation.
And as you scroll down, we placed a button that allows you to scroll to the top of the page:
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And if you start to scroll down on mobile but then start to scroll back up, the top menu reappears.
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• 25% increase in revenue from new customers • 20% increase in ecommerce conversion rate
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Bonus Strategy 1: Modify the header of the website to be more userfriendly.
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Bonus Strategy 2: Send back in stock emails to your entire list.
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Tool to Use: Zipify.com
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Robyn Crane: Create a Sales Funnel for Small, High-Ticket Events
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• Step 1: Email campaign and LinkedIn connects campaign promoting an upcoming webinar • Step 2: 1.5-hour webinar with a call to action for a $1 application fee to be considered to come to the exclusive event and receive a “scholarship” • Up to 70% off of the high-ticket price • Step 3: Have a call to see if they are a fit for the event and if they receive the scholarship • Step 4: Buy a ticket to the event • Step 5: Become a client
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https://training.com.ve/ Results: Live webinar: • 147 registered • 35% attended • 25% purchased $1 application fee Then, I had another webinar.
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• 12 attendees • 11 potential buyers • 10 bought a high ticket product • Gave them the option of a non-refundable $1,000 deposit and 10 days to pay the full $5,000 • 91% closing ratio • Event ticket revenue $6,064 • Gross revenue: $154,700 + ticket sales = $163,764 Bonus Tip: If clients can’t come to the event, set up Zoom video calls throughout the event to use as social proof of your services.
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Cole Humphus: Upgrade Members to Higher Priced Membership Using Your Existing Facebook Group Step 1: Raise Awareness for Higher-Priced Membership Create a post inside of your Facebook group that talks about upgrading the membership:
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Step 2: Promotion
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Step 3: Follow Up with Promotion Details
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Use Facebook Messenger to tell your members about the promotion:
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Step 4: Close them inside of Messenger
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https://training.com.ve/ Bonus Tip: Add a viral component within your own membership Facebook group by telling the members who upgraded to make a post explain the reason they upgraded their membership. Results: • I made $60,000 in membership upgrades while on vacation with my family.
Amanda Dobson: Use SMS to Improve Conversions
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The Problem: We had a launch email campaign that had low engagement.
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Results:
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• We spent $1,000 on testing this campaign • We made $17,662 • It cost $9.73 to get someone to opt-in • Same as email opt-in to convert Lesson: The customers were interested in the message and the offer, but email wasn’t the best communication method to reach them.
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https://training.com.ve/ Wesley Rocha: Use Text Messages to Remind People About a Webinar Use Everwebinar.com to: • Enable text message notifications • Plug in your API key to access your audience
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Tools to use: Crisp.chat or Frontapp.com
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A lot of people respond to these text messages which leads to a new problem, how do you capture all of the replies?
Results: • Generated more leads for our sales team • Helped us fix/optimize the webinar experience
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Bonus Tip: Send a follow-up text to attendees who leave the webinar early.
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https://training.com.ve/ Rachel Miller: How to Get 20+ Interactions Per Person in Your Group in 10 Days or Less Create a 3-Part Welcome Sequence:
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Part 1: Get Your Audience to Talk About Themselves:
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Part 2: Get Your Audience to Upload a Picture or GIF
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Part 3: Get Your Audience to Interact with Other Members
The results: • You just trained your Facebook group members to interact with you 301
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• This interaction made me $60,000 in a 4-day product launch • And these engagement metrics...
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Syed Balkhi: 3 True Needle Mover Tips that You Can Implement to Grow Your Business
See your competitors key lead sources Find their best conversion tactics Unlock sales funnel metrics See exactly what’s working and what’s not Then focus on what is and beat them at their game
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1: Market Research Like a Super Spy:
Use Nacho Analytics: • Pulls data from browser extensions • You can see funnel visualization of your competitors and potential partners
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Use SEMrush:
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• SEO content template • Enter the keyword
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3 Backlinks: Easy Way to Unlock Hundreds of Backlinks
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• See who’s linking to your competitors or partners but not you • Then, use TaskDrive • Export CSV and get links
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Oli Billson
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Founder & CEO, NextLevelBusiness.com
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Big Money From Small Events: How I Made $1 Million+ In New Revenue From Running Live Events On A Shoestring Budget Session Description: Don’t underestimate the power of live events. Join Oli Billson as he breaks down how he generated seven figures through live events, with little to no budget, and learn how you too can employ this strategy to grow your business.
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https://training.com.ve/ Can you convert an already existing product into a live event and make the product the deliverable of the event? That’s how we created $1 million in revenue off of a $3,000 event budget. Our first event was a 2-day event called The Automation Playbook Live. The existing product was The Automation Playbook Library.
The 7 Steps to Making Big Money from Small Events
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Step 2: Set the Date in Stone
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• We used getmagic.com • Hire a VA for $0.69/minute • They negotiated the venue and hired the videographer Step 4: Get People to Register • Multimedia follow-up wins every single time • Send campaigns to your email list • Purchase a cold list from Infousa.com • For example, we purchased a list of local San Diego business owners • Send direct mail 307
https://training.com.ve/ • Cold call prospects • Leave a voicemail and tell people to text you back if they are interested in the event • Put these people on their list for new campaigns Step 5: Have Conversations, Not Autonomous Purchases • Use Fixyourfunnel.com to send texts from prospects to your team • Developed those conversations into selling tickets
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Step 6: Make It Exclusive
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• In order to buy a ticket, you have to become a member • For example, we sold a $97 ticket but in order to purchase they had to become members of our Player’s Club • We gave a 30-day free trial
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Step 7: Give an Opportunity to Apply For Another Product
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• Offer a high-end product • For example, Mastermind Group for $15,000 • For this event 10 people applied and 6 people signed up
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Results of the First Event
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• Sold 32 tickets over a 4-week period • Only 10 cancelled their membership • $8,000 of MRR from the first event + $90,000 in Mastermind Purchases After this, I planned an event on the way to the next city I would be traveling to (traveling to Toronto, event in NYC): • Sold 53 tickets at $97 • Offered a 30-day trial of the membership • 35 attendees stayed on the membership • $14,000 in MRR 308
https://training.com.ve/ • 9 applied to Mastermind and 5 became a member • $90,000 Again, I was speaking at the ManyChat event in Austin so I held a small event in Austin: This was a 1-day event Sold 17 tickets (only had 2 weeks to promote) Each attendee enrolled in Player’s Club 12 continued membership after events • $5,000 MRR • 6 applied to Mastermind and 5 became members • $90,000
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• • • •
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This time, we wanted to create a 1-time product and a higher level Mastermind Group ($36,000). The event was called the Next Level Live Event and it sold the Next Level Growth Program and the Next Level Scale Mastermind:
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• Didn’t offer membership on the front-end, only ticket sales • Early bird incentive of $97 • 2 programs: Next Level Growth and Next Level Scale Mastermind
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We had a Mastermind Panel where Mastermind members talked about their experience as a member. This created massive social proof: • Sold 8 Next Level Growth Programs • $46,000 • 4 applied to Next Level Scale Mastermind and were accepted • $146,400
The 3 Key Takeaways Takeaway #1: Get Attendees Excited to attend the event • Implement a Wow! Campaign 309
https://training.com.ve/ • Bonjoro.com • Make a custom video for each person that is attending the event • Syncs with Slack so you can record the video ASAP • Dynamic Personalization • Insert their contact information on to media of the campaign • For example, tickets, text messages, etc. • Shock and Awe Box • Each box had a branded t-shirt, agenda, brochure of testimonials, and a note congratulating them on their decision to buy a ticket
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Takeaway #2: Establish a Big Promise
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• Get clear on your customer’s pain point and tell them how you’re going to help resolve it • For example, The Automation Playbook Live’s big promise: “You’ll come away with a personalized playbook of campaigns to run anytime in your business” • For example, The Next Level Growth Program big promise: “4-step system for achieving double digit growth without working more” • Promise is prevalent in all marketing material Takeaway #3: Sell Something at the Event
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• Ask attendees questions after they have bought a ticket • For example, how many employees do you have? How much money does your business make? • Use these answers to figure out what your curriculum will be and what 1-time product to sell at the event Remember: • You don’t need a lot of attendees • You don’t need to spend a lot of money • It’s not hard to make these events profitable
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Sherry Bonelli
Garrett Holmes
Director of Content, DigitalMarketer
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Owner & Digital Marketer, Early Bird Digital Marketing
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Building Organic Traffic & Boosting Authority With Guest Podcasting and Blogging: A Fireside Chat with Sherry Bonelli Session Description: Join Sherry Bonelli, owner of Early Bird Digital Marketing, and Garrett Holmes as they discuss the effects of guest blogging and podcasting on your organic traffic. With over 20 years experience in Digital Marketing, with major focus on SEO, Sherry has been around the block and discovered some incredibly effective strategies for boosting your authority and increasing the flow of free traffic to your brand.
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https://training.com.ve/ Let’s get right into the nitty-gritty. How does Google rank websites and what factors should businesses consider when it comes to ranking? There are so many different factors that Google takes into consideration. Obviously none of us know what they are because Google keeps it a secret from us. We’re left to speculate on what they are. SEO is dependent on if you’re trying to rank locally, nationally, or globally.
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For example, if you’re trying to rank locally, you want your business listed on Google Business, you want to write content for your local area (Chamber of Commerce), add locally related content, getting online reviews, making sure your website speed is really fast for mobile.
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If you’re trying to rank nationally, it’s really important to get backlinks and create authority. Google is really looking for content they can trust and that’s so important.
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Your SEO strategy depends on these factors. Google changes their algorithm 600+ times a year, some small and some huge. It’s a totally unpredictable area.
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What are your go-to places to stay up-to-date with these changes? Yes! Searchengineland.com and Moz.com are the two best resources for finding information on what’s going on.
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You mentioned expertise, authority, and trust as some of the best ways to positively influence your rankings. What are the best ways to increase these? Google looks at your business from a holistic standpoint. They want reputable sources to mention your business and for online reviews. You’ll hear Google talk about an acronym, EAT. E stands for expertise, how much knowledge do you have about your industry and what kind of contributions are you making? A stands for authority, how established is your brand in the industry? T stands for trust, can consumers trust you? The best ways that I’ve found to build this trust is through guest blogging and being a guest on podcasts. 312
https://training.com.ve/ What are ways to figure out your topic? If you’ve ever tried to come up with a topic to write about, you get a brain freeze. One of the best ways is to look at the website you will write for or the podcast you want to be a guest on and pitch topics that aren’t what was just talked about. You also want to think about their audience. Who is listening to the podcast or reading articles on the website and what can you pitch that appeals to that audience and solves their problems?
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When you’re thinking about this, you want to figure out keywords. You want to find topics and keywords that Google knows you are searching for. You want to find frequent keywords that aren’t overly competitive that you can rank for.
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What tools do you use for keyword research?
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Google has a Keyword Planner tool that is free to use. I also like LSIgraph. com. SEMrush.com is another good one and Moz.com.
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Two tools that I love for getting blog posts and topic ideas are Buzzsumo. com, they just launched a topic generator, and Answerthepublic.com, which shows you what other people are asking online. How do you find blogs that are a good publication to write for?
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If you think you’re going to get started writing for the Huffington Post, you’re probably going to get shut down. Start local and small, write for the Chamber of Commerce or for your local newsletter. Start building your portfolio and get experience. That’s how I got started. What benefits do you get from writing for big blogs? Huge ones! You get name recognition and you position yourself as an expert. They give you a biography, which you want to make sure that your name is always spelled the exact same way. For example, my legal name is Sharon but my name is consistently Sherry online.
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https://training.com.ve/ You’ll also get to place your website URL in the biography, Google will see that and the backlink will build your authority. On bigger websites, sometimes they put no-follow tags next to your URL which is a total bummer. This tells Google not to pass on any “SEO juice” to this URL. This happened because of the automation of posting articles from websites that automatically publish them. Don’t write for these. Contact real publications, with editors, that are authentic and mean something to Google.
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I recommend sending people to your homepage through articles. With podcasting, I found that on the show notes page most podcasts place follow tags which is hugely helpful for Google. If you talk about a specific topic on the podcast that you have an article on, have the host link to that website page.
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How do you find podcasts that you want to be a guest on?
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The first thing you should do is find podcasts that are possible on Google and their website is ranked high. Google your industry and podcast. Search iTunes, Google Podcasts, and Stitcher and find out how many downloads they have, if you can.
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When you approach them, first follow the podcast and the host. Tag them, ask them questions, and interact with them for a bit. If you’re writing an article that is about a topic you want to talk about on their podcast, tag them. Mention them on social. The same goes for writing publications. Follow the people writing for them and say, “Hey I just read your article on this topic and I loved it.” Retweet the articles they have written and then ask them, “I’d love to write for this website, is there an editor I can reach out to?” And then, DO NOT send them a generic email. You can also create a one-sheeter with your headshot, biography, and what topics you can talk about. This is a great cheat sheet for the host to see what they can talk with you about.
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https://training.com.ve/ I love the one-sheeter. Are there any other ways to boost your personal authority? One way is to do workshops and put them on your website. Speaking engagements or being guests on webinars are great too. Any type of guest or speaking you can get, do it. These are great ways to build your authority, trust, and reputation.
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If you can’t get this audience, then do webinars on your own and put them on your YouTube channel. The podcast host will see that content, see that it’s good quality, and see that you have high-quality information to share.
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When it comes to podcasting, there is a strategy as to why you want to use keywords when you’re going through the interview. Sometimes, the podcast will transcribe the audio and put it on their website. And sometimes, if they don’t transcribe it you should ask if you can transcribe the episode and put it on your website. This gives you a keyword-rich article either on their website or yours.
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I create a cheat sheet of the keywords, keyword variations, and influencers I want to mention. Then, I’ll create a social post talking about how I mentioned them. Most times, they’ll retweet that post to their audience.
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What are strategies to promote the podcast episode?
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You want to promote it just as much as the host. It’s great for the podcast host to see the guest promoting their show. And you want to be sure to tag the podcast and the host. You also want to write about it. So, if you have a blog, talk about the subject you will be discussing and mention that you’ll be on the podcast. Do whatever you can to promote it prior and then after, do the same. Promote it on social media, tag the host (so they can retweet and repost). You’ll then get extra followers from the host’s social media crowd. What results have you seen from guest podcasting and blogging?
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https://training.com.ve/ Thanks to all the guest blogs and guest podcasts, most of my business is incoming from these sources. About 90% of my clients contact me, that’s powerful. With regard to ranking and traffic to my website, the transcription of a podcast about SEO for lawyers ranked #1 for a while. Google pays attention to it and potential customers pay attention to it. Last year you talked about voice search. What is happening in the world of voice search and SEO?
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Things are really changing. The main thing local businesses should do to rank on voice search is to get your Google My Business listing optimized, make sure your hours and address are correct, and get on Yelp. Yelp powers 85%+ of the voice search technology. Also make sure your other online directories are claimed, all information is correct, and you’re getting reviews from clients and customers.
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When you’re trying to rank nationally for voice search results, you want to rank zero. Position zero is above any organic search result. The way to get this is through content with title tags that are in the form of question and answer and you want to write answers in the first paragraph of the article. This makes it easier on Google to find the answer. You can also use Schema Markup on individual pages to mark it up as a question and answer. This is the result voice search chooses.
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Is there a time and a place for trying to get position zero and ranking #1? It depends. DigitalMarketer’s website has the authority already. It’s harder for a small website to rank in position zero, and that’s when guest blogging comes into play. There have been instances that I have guest blogged for other websites and it made me get that ranking. Once you start writing for those big websites, you have a much higher chance of ranking in that position zero, and even though it’s on their website, your name is associated with it and it ties back to you. On your LinkedIn page, put the links to articles you have written and the podcasts you have been a guest on. LinkedIn is all about authority and this is your chance to showcase it. 316
https://training.com.ve/ What are the biggest factor we need to bring into our SEO strategy in 2019? Everybody at T&C is an expert at something. You can become an authority, you just have to figure out what it is. If you’re a digital marketer, you can write for a realtor’s website and talk about how realtors can use video marketing to increase their business. Don’t think you have to stay in your particular niche— expand out.
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Pick the area you’re really confident in, leverage it, and start now.
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Trent Shelton
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Influencer, Former NFL Player, RehabTime Founder, & Life Coach
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How to Create Incredible Fans and Viral Videos that Get a Million Views Session Description: Trent Shelton has over 1 million social media followers and he knows exactly why. He’s spent the last ten years mastering the craft of influence and is now going to share his secrets to growing your social media platforms and increasing your personal brand’s exposure.
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https://training.com.ve/ How to Grow Your Social Media Following Create Community • Turns numbers into a name • Give your community a name that you call them by • This makes them feel like they are a part of something • Human psychology motivates us to be a part of a community
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Turn It into a Family
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Make Them Feel Involved
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• Pour into your supporters and making them a family • For example, when I’m in a city I tell my fans where I am and tell them to meet up with me for a run • This build a real connection between them, myself and my brand
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• Ask your community about titles, images, products, etc. • What do they want you to create? • For example, if they help you choose your video title they’ll feel involved in the process and have a higher chance of sharing it
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Talk To Them
• Spend 30 minutes a day interacting with your followers in DM’s and comments • Instead of writing back to them in the DMs, send an audio and tell them thank you for the support and that you appreciate them • Their loyalty massively increases Create Connection • Many people communicate, few people connect • Connecting means you’re coming from the heart, and somebody feels you—not just hears you 319
https://training.com.ve/ Understand You’re A Magnet • What is the thing about you that pulls people in? • What separates you from everybody else? • Ask family members or the followers you already have and then brand yourself around that answer Share Your Struggles
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• Too many people are smiling in front of the camera but struggling behind the scenes • Share your fears and struggles, it makes you human • Your transparency will lead to your transformation and other people’s transformation
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Create Consistency
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Influencer Identity
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• This is the easiest thing you can do to grow your online presence • Consistency makes you a go-to person • Would you go to a restaurant that’s great sometimes or would you prefer a restaurant that’s great all the time?
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• If somebody goes on your page, do they see who you are and what you believe in? • Your content needs to reflect what you are trying to do or become • For example, if you’re a motivational speaker your content should be of speeches you’ve given and you talking about motivation Be Predictable • Predictability influences shareability • For example, I noticed people started sharing a 6-minute video I posted, 2 minutes in—why? • They trust me 320
https://training.com.ve/ • The best ways to beat the algorithm and get organic reach on Facebook is shares Share Your Platform
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• Create a network of at least 10 people who all share each other’s video when they are posted • This beats the algorithm and boosts your organic reach
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Dan Martell
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CEO, SaaS Academy
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How to Rock Your Product Demo Session Description: Is your product demo costing you sales? It doesn’t matter how great your software is. Unless you can clearly demonstrate how product solves your prospect’s biggest problems, you’re toast. Learn Dan Martell’s signature “Rocket Demo Builder” framework that’s fueled over 30 million in sales inside his own SaaS companies—and much more for the companies he advises.
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https://training.com.ve/ The 5 Hot Principles of a Product Demo Principle #1: Demo Not Tour • The biggest mistake you can make is by boring your prospect with the features of your product • This is all strangely irrelevant • When Tim Cook talks about new Apple products, he explains how the product is going to change your life, NOT how to set up your new phone
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Principle #2: Connect to Pain
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• This is the most important principle • Bridge the gap between “The Before” and “The After” • Push on their pain point to evoke emotion • You need to stretch their current situation to the possibility of the future • Good demos aren’t perfect for the product, they’re perfect for the client • What would the impact of solving X problem be on a quarterly basis? • What would it feel like to have this problem alleviated? Principle #3: Lead by Questions
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• Instead of memorizing every nuance of your product, prep time is better spent thinking up all the questions you want to ask your customers • Plan for their answers • Questions and answers should guide the conversation to the close • Each question should be diagnosing the customer’s pain and making sure that your product is the prescription Principle #4: Peg the Money Shot • Leave the best feature for last • This is your “drop the mic” feature • Your next question is, “Where do you want to go from here?” 323
https://training.com.ve/ Principle #5: Virtual Close
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• This is the second most important principle • The person you are talking to may not be the only person in charge of making the purchase • Get the customer to virtually close the deal and have them tell you whoever else is involved • Get their permission to reach out to those team members • Never hang up a call with a prospect without scheduling another call • Offer the same time slot next week
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Ralph Burns
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CEO, Tier 11
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The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI with Facebook & Instagram Ads Session Description: Selling physical products comes with its fair share of challenges, so why struggle with trying to find an effective advertising strategy that actually works. Look no further as Ralph outlines his tried and true playbook for Facebook and Instagram ads that will help you drive serious results.
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https://training.com.ve/ “All the traffic in the world won’t cure a crappy offer.” - Ryan Deiss There are 6 levels of consumer awareness when it comes to a product:
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1. Unaware of the problem 2. Problem aware 3. Solution aware 4. Product aware 5. Most aware 6. Completely aware
Each segment needs to be advertised to in a different way.
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The eCommerce Ad Amplifier™
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Each traffic level is segmented based on buyer intent. Furthermore, each level responds best to specific ad templates.
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All ad level templates should:
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1. Start with movement 2. Show your brand/logo within the first 6 seconds 3. Be formatted for mobile
Level 1: Cold Traffic
Unaware: Your prospect has no knowledge of anything, except her own identity or opinion. Problem Aware: Our prospect senses he has a problem, doesn’t know there’s a solution.
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https://training.com.ve/ Level 1 Ad Templates Show Me Video • Question › Fast Motion › Benefit › Benefit › Benefit CTA 100% Proof Video • Motion › Proof › Why › Proof › Credibility
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Trojan Horse Tutorial Video • Giving an instant experience of the product • Motion › Title › Explain › Steps › Show How + Benefits › CTAs › After State CTA
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Pure Education Video • Motion/product › Benefits › Credibility › Educate › Benefits › Testimonials CTAs
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Big Benefits Video • 5 benefits of the desired end state you want your customer to experience • Motion/product › Demo › Benefits › Demo › What’s included › Branding CTA
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Pure Pitch Video • Motion/product › Product in use › Product in use › Product in use › Deal (discount code) Product Demo Video • Before state › After state › Product demo › Show progress › After CTA Teach & Pitch Video • Motion › Teach › Pitch Aspirational Images After State Slideshows • Before and after hair pictures • After state › After state › Product image › After state › After CTA 328
https://training.com.ve/ After State Images • Before and after hair pictures
Level 2: Engage and Page Views Solution aware: Your prospect knows that solutions are there, but doesn’t know which one is right for them. Level 2 Ad Templates
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Testimonial Videos • Moving branding › Testimonial overlay › Product video shots › Brand CTA
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Aspirational After State Videos • After state/motion › Benefits › Product image › After states › CTA with offer
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Deal Videos • Moving product › Tagline › Product video shots › BOGO deal › Brand CTA
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Promo Code Videos
Objection Killer Videos • Call out the largest objections consumers would have against purchasing
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Big Benefits Dynamic Product Ad • Use lifestyle images, not just product images Review Videos • Amazon reviews • Use star rating • For example, 5-Star Rating “Unboxing” Videos Testimonial Reminder Images
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https://training.com.ve/ Level 3: View Content Product Aware: Your prospect knows what you sell, but isn’t sure if it’s right for them. Level 3 Ad Templates Reminder Dynamic Product Ad • What can you say to turn them into a purchaser?
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“Thinking About It?” Ads • Are you thinking about the X product? Here’s a video that shows the feature of product X • Use video ads from Level 2
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Most Aware: Your prospect knows your product, and just needs a reason to buy.
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Level 4 Ad Templates
Abandoned Cart Messenger Ads
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“You forget something?” Dynamic Product Ad
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“You left something” Dynamic Product Ad “You ready?” Dynamic Product Ad “We haven’t seen you” Dynamic Product Ad “Come back and shop” Dynamic Product Ad FAQ Videos
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https://training.com.ve/ Level 5: Purchases Completely Aware: They are now a customer again, just need a reason to buy again. Level 5 Ad Templates Restock Dynamic Product Ad • Did you forget to restock on X product? • Show in the amount of time it takes for a consumer to use the product
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Reorder Dynamic Product Ad Cross-Sell Dynamic Product Ad
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Product Videos • Cross-sell Product A and Product B • Show a video of Product B
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Dean Graziosi
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Founder, Dean Enterprises
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7-Step “Success Loop”: How I Generated Over $1 Billion With My Brands & Companies Session Description: Join Dean Graziosi as he shares the strategies behind generating over $1 Billion between his brands, utilizing the power of his 7 Step “Success Loop.” Stop looking at your marketing efforts as a straight line and learn how to create a strategy that keeps customers coming in on a perpetual basis.
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The Success Loop is a framework made up of 11 steps for selling without selling.
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Step #1: A Hard Realization Or Incident
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The day or moment that you say, “it’s enough” is the moment that you are so fed up that you’ll do anything to solve your problem.
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For me, this moment was when I sold my first company. The people who bought it sold products under my name, went into millions of dollars in debt, and because they hadn’t sent over the paperwork—it was all on me. Yes, I freaked out. Step #2: Stacking Self Hatred This is when the stacking self hatred mode comes in. I started to think of each person who told me that I shouldn’t do this and couldn’t do this. I went far down the rabbit hole and got to the point where I was blaming everything and anyone else instead of me. This is where people get stuck. The entrepreneurs who don’t bail when times get tough are the ones that find future success. 333
https://training.com.ve/ Step #3: The Reverse Stack Then, I changed my mindset. I started stacking what could go right. What benefit could come from what I’m going through now? I started to take walks in the morning and repeat to myself, “If I can get through this mother f*cker, I can get through anything.”
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I went to court and fought to get back my company. I got my company back and realized they had another $500,000 in debt that I wasn’t aware of. Again, I focused on what could go right. I told them to call every single person that is owed money and tell them the truth. I want to pay them back but I can’t do it overnight. Ninety percent of people took payments and within 16 months every single person was paid off.
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At the same time, I launched a real estate course called Think A Little Different. It was 5x the size and I was only able to do this because of this terrible experience.
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Step #4: Who do I NOT Want to Be?
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As I grabbed momentum, my self hatred started to become stronger. I had to sit myself down and ask myself, “Who do I not want to be?”. I started thinking that if I don’t get through this, everyone was going to say, “I knew he was a dreamer but he couldn’t reach his dreams.” I didn’t want to be the guy who blamed someone else for my success.
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I wanted to be someone different. Step #5: Who DO I Want to Be? I knew who I didn’t want to be and I knew exactly who I wanted to be. I wanted to be the guy that people thought wasn’t going to make it and proved them wrong. I wanted to surprise everybody. This gave me a sense of confidence that I can’t even put into words. Even when I didn’t feel like I was capable, I told people that “I got this.” That’s when I started to paint a picture of my future.
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https://training.com.ve/ Step #6: Project Painful Picture Instead of using the momentum of a great future, I wrote down what it would be like if this didn’t work out. I projected the future of a 9–5, small talk lunches, and being forced to wear clothes I didn’t want to wear. I projected what people would say about me. This was a moment when I felt the pain of that future and everything shifted. Step #7: Compelling Future
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My passion took over. The thought of leading a team with my values and books selling, and creating this impact motivated me. What could the future look like if I made it? We just passed 500,000 copies on social media and we’re number 1 in 4 categories on Amazon. My book is 2 years old.
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The majority of the world focuses on what’s wrong. If you ask them what they want out of life, they’ll tell you what they don’t want. You need to know what you want with crystal clarity. Ask yourself, “What would the best year of my life look like?” and craft what your better future is. Write it down and read it every day.
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Step #8: Next Level Capabilities
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Your best thinking got you to this point in your life. If you had a higher level of knowledge, you’d be making more money.
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How do you get higher level thinking? You join Masterminds. You must seek out somebody who has a different experience and allows you to go faster. Step #9: Take Action Now, you have to be courageous. You have to take those new capabilities and you have to take action. Jump out of the plan and grow wings on your way down.
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https://training.com.ve/ Step #10: Gas Push the pedal down. Step #11: Momentum
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This leads to the momentum that you’ll use to get to the next level of your life.
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Justin Rondeau
Director of Marketing, DigitalMarketer
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How DigitalMarketer Increased In-Funnel Trial Take Rates by 700% Session Description: DigitalMarketer grew its business off the back of it’s five-step funnel, but in 2018 they had to make a serious tweak to support growing the business while going “All In” on a subscription model. In this session, Justin will share exactly how the tweaked their funnel including to the inspiration, design breakdown, additional automation, and how you can apply this to your business. If you have a continuity program, this is a must-see.
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https://training.com.ve/ The 5-Step Funnel
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This funnel is focused on generating the most immediate customer value. This is the funnel that startups and bootstrapped companies should use because maximizing immediate customer value is essential for success.
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At DigitalMarketer, this is the funnel that we started with—but when we simplified our business model, it caused immediacy of our ROI changed. Where funnels were once necessary, we had to start evaluating the entire journey. This meant we’d take an immediate loss in hopes of a higher customer lifetime value. Our funnel graduated to this:
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We saw a decrease in the number of people taking low-dollar Entry Point Offers. Only 2.5% of our leads saw that we even had a subscription product, DigitalMarketer Lab, and this meant that we weren’t making money.
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So, we tried to fix our problem by charging different prices for Lab, testing a pop-up to join Lab, and a special offer to join Lab for less than it normally was. Nothing improved the take rate from paid media for Entry Point or Core Offers. So, we asked ourselves:
Can we crank up the volume? We saw a 233% increase in traffic but it was expensive. And it still wasn’t sustainable. Should we create a new product or offer? Adding another product or offer didn’t solve our problem; if anything it added another. 339
https://training.com.ve/ Where’s the friction (and how can we reduce it)? We wanted to position ourselves as digital marketing experts and our Lab membership showed that. Where was the friction in closing the Lab sales? In the paywall between leads and content. If leads couldn’t see that our content was digital marketing gold, how could we convince them to pay for it?
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We created 10 pieces of pillar content for free on our blog and used it to promote Lab. Success!... Well, kind of. Yes, the positioning was helping us, but we still weren’t convincing that many more people to go from reader to Lab member.
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We created DigitalMarketer Free and asked for an opt-in in turn for free online trainings and courses. Our theme for the Customer Value Journey became to upgrade each offer, creating a seamless line between start and finish.
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Funnel Breakdown: Our Flow and Automations
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The Lead Magnet: • For example, “10-Point Blog Post Audit”
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The Entry Point Offer: • Lab 30-Day Trial • We ask each user to segment themselves so we can create an audience • Make sure to place numbers or specific identifiers to get specific data around audience information • For example, How much does your business make per year? $20,000–$50,000, $50,000–$100,000, etc. • For example, What role do you play in the business? Owner, Sales Associate, Content Manager, etc. Core Offer: • Become a Lab Member
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Email Rules:
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• If a lead takes a lead magnet but doesn’t complete any step › your goal is to get them to create an account • If a lead creates an account but doesn’t opt for Lab › your goal is to get them to log in and upgrade their Lab trial • If a lead takes the Lab trial › your goal is to get them to log in and activate a full membership Now, we have a 4.03% immediate lead magnet to core offer rate! • • • • • •
17,197 free accounts 48% are Founders/CEOs (10% with 10 or more employees) 10% are Agencies (15% with 10 or more employees) 26% are new to marketing 27% are decision makers 70% of new accounts logged in within the first 24 hours
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https://training.com.ve/ Final Tips For Recreating This
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• Measure everything, but have a unified Overall Evaluation Criteria (It’s Lab Trials for us) • Know your immediate, 30-day, and 60-day ROI • Identify the friction and inoculate against it • Invest in your list and ask relevant qualifying questions • Simplify, simplify, simplify
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Managing Director, The Agora Companies
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Associate Editor, The Agora Companies
Brian York
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Plugging Revenue Leaks to Maximize Your Ad Spend and Create an Air-Tight Funnel Session Description: Today’s ultra-connected world is siphoning cash out of your media spend. 40% of consumers pop right back out of your funnel and search for more information before making a buying decision. Learn the strategies The Agora Companies use to plug those leaks to make every dollar count.
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https://training.com.ve/ Reviews Reputation Over Brand There is too much focus on building a brand and not enough focus on creating a great reputation. Brand: What you say and how you behave
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Your online reputation is found in 6 places:
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Reputation: What others say about you based on shared perceptions
• • • •
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The impact of a bad reputation is:
Funnel is less effective Media spend is less effective Higher spend in the ad auctions Potential shut-down on ad networks
An exercise: Google the following (even if you’re a small business): 1. Business Name + Scam 2. Editor Name + Scam 3. Product Name + Scam 344
https://training.com.ve/ Online Reviews The Promo Driven Search (PDS) Effect: About 9 out of 10 people use online research before making a purchase decision. Review Channels:
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Facebook Google Yelp Angie’s List Yellow Pages etc.
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Post-purchase When the product arrives After a good customer service call After a lifetime purchase
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Look For Moments of Excitement to Ask For a Review
Search Engine Optimization
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• Editor name • Product name • Brand name
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Dominate the top 5 search results for:
Social media/information profiles each business must have: • • • • •
Wikipedia YouTube Facebook LinkedIn Twitter 345
https://training.com.ve/ Microsites
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• Buy the domains of your editor’s names, brand’s names, and product’s names so that when users search for any of those keywords they are driven back to your main website • Create websites around these names that all point to your main website • These websites are called microsites
Customer Onboarding
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What if you could automate a consistent relationship so every new reader has the same, great experience? A consistent relationship gives the right message to the right person at the right time. Right Message • Builds trust • Introduces gurus, core ideas, your products Right Person
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https://training.com.ve/ • New readers • Make it easy for the wrong people to leave so you can focus on the right people • Don’t hide unsubscribe buttons Right Time • Start of the relationship
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Each reader enters the relationship through the Customer Journey:
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1. An ad that takes you to a landing page or promotion page 2. User sees the thank-you page/confirmation page • This is the most overlooked page in marketing right now • This is the first chance to welcome customers into your business • Introduce a promotion for a product on this page 3. Welcome Series • Sets the expectation • Gets them engaged • Gives them what you promised (lead magnet, free report, etc.) • The lead magnet, etc. is not on the confirmation page purposely—you want them to open the email and start interacting with your brand • Welcome email series Must Do’s • Mirror your e-letter • Be consistent • Build trust • Introduce core ideas and guru • Show, don’t tell
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Accelerate conversion to paid customers Give you confidence to invest more in lead generation Increase open rates and engagement Increase subscribers
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A Good Welcome Series Will…
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Jarrod Glandt
Marcus Murphy
Director of Monetization, DigitalMarketer
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VP of Sales, Grant Cardone Enterprises
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Selling in 2019 - A Conversation Between Two Veterans Session Description: Join Jarrod Glandt (VP of Sales at Cardone Enterprises) and Marcus Murphy (Director of Monetization at DigitalMarketer), both who have have built and scaled multiple sales teams and helped to bring rapid growth to their organizations, as they discuss what’s working RIGHT NOW in selling.
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https://training.com.ve/ Marcus Murphy: For people who don’t know you so well, what do you do at Cardone Enterprises? Jarrod Glandt: I focus on the ecommerce side of our business. I oversee the sales team from a distance. I’m spending the majority of my time figuring out how to grow and scale the message and the brand through the U.S. and out into the world. MM: What’s the culture like on the sales floor? Why do people wear suits?
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JG: The people we are selling to are professionals who aren’t wearing sweats to work. We do video calls with their teams and we need to look the part. For the first 6 months, all rookies have to get their teeth cut and do cold calls. And this is a really hard time for some people, there is a lot of rejection. What we tell people is that you have to act like the person you want to be. If you want to make a million dollars as a sales person, you need to start making decisions today like you’re making a million dollars. That’s where the suit comes in.
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MM: How important is it to surround yourself with other people who have achieved what you want? For example, surrounding yourself with millionaires?
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JG: Surrounding yourself with people who are on the same trip is so important. In our bootcamp, we talk about the reason why your team is disengaged, and it always comes down to a false understanding of money. The problem for the business owner is to handle the money situation for their people. A great exercise is to write out your goals and ask, “When I’m 50, what does my ideal life look like?” This is typically easy but then if you ask, “How much does that cost? Are you coming into an office everyday?” etc. When you start to write those numbers you can show people the disconnect they have with how much things really cost. People have the wrong understanding about money and what it takes to get close to where they want to be. It’s important for us to educate our team about money. We have sales associates making $250,000+ a year. 350
https://training.com.ve/ MM: Is there a specific DNA for a successful salesperson? JG: Today, it’s everywhere. We have to be open to anything. We run our DISC assessments but if I take a step back, the outlier sales people who break all the rules and stay at the top of the rankings, they are very Type A. On the reverse, analytical people who build systems, but may be more introverted, do really well too. These sales people are actually way more useful because we can replicate their process and teach it to others. MM: What is your sales process for hiring sales people?
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JG: We have a different problem than most businesses when it comes to hiring people. We don’t have to run a ton of ads. Our job is to sift through what comes in and find the right people. We make everyone submit a video, take a personality assessment, have a call with the sales director, a call with HR, and then a call with me.
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Ninety percent of people are moving out-of-state to come and work with us and we don’t pay for relocation. What we do is show new sales people how much money everyone is making and show them the full value of the opportunity. It’s the most compelling case you can make to get someone to make that huge life change. MM: What’s the sales floor looks like?
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JG: Cubicles. We don’t have a sexy, cool office.
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MM: When I worked at Yelp, there were ping pong tables and all of these fun amenities, but what I realized was that none of this connected to culture. Culture is the mission. What’s the mission at Cardone? JG: We want people to improve their earning ability, income, and life using our program material. Part of what we do every day is talk about people who are successful with our programs. We have to do double the work and remind people consistently that they are impacting people and their families. To go from $50,000 a year to $250,000 is totally life changing and that’s the impact our sales people are having.
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https://training.com.ve/ MM: What’s the base salary and commission? JG: We’ve tested out several things. Prior to 2 years ago, we had only commission. Now, we put in a base to give people the peace of mind that their rent will be covered. We also give 10% of the MRR they’ve sold from our core product. We backed into it and asked ourselves, what’s the most we are willing to pay? And then found our solution there.
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MM: Where is the balance of marketer and sales person?
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JG: Big marketers end up in sales because they don’t like talking to people.
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MM: So Ryan Deiss?
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JG: Ha exactly. Marketing is a crazy mastery and it changes all the time, but it’s something that can be learned. I’m in the process of doing that right now. I’m the guy who will make 300 cold calls a day, but now I’m learning this marketing thing. Being a marketer is only going to get you so far. When you can do the things you don’t want to do, you open yourself up to more possibilities and opportunities.
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This is why we’ve built a company that made $70 million in revenue last year from an information business. I encourage you to find the things in your business that you’re not comfortable doing and start doing them. If you can master that, you will be open to doing a lot of things in your business that you never thought you were capable of. MM: Yes or no...cold calling is dead. JG: No. What is cold calling? The phone is a tool. For me, a cold call is going through a phone book, randomly picking a name, and pitching them. Identifying people in a specific space and calling them is not cold calling. It’s totally targeted.
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https://training.com.ve/ Audience Question: Who shouldn’t be doing sales? JG: I can’t classify it entirely by personality because people will surprise you. In the first 30 days we’re trying to break the mold a person has of how many phone calls they can make a day. We don’t care if they’re good on the call, we need them to know they are capable of 250 calls a day. That’s the first step and somebody who resists that isn’t a good sales person for us. Audience Question: Can you break down the video new sales people submit?
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JG: We try to give very little guidelines with only one specification of it being 60 seconds. If someone sends a 4-minute video, they are automatically disqualified because I know how much of my time in the future they’ll be taking up. If they’re not reading the guidelines, we know it’ll be a problem in the future.
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For example, we have a script that at a point is like, “Say X now” and if they hesitate to say that, then we also know they’re not our person. We also set a really aggressive target for them of 80 sales calls.
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JG: The success of your call is not based on your opener, it’s how they deal with being told “no.” There is no silver bullet for an opening script. The ending tells us a lot. We also focus on training. Every day sales people are required to go to Cardone University and watch 6 segments of content before they get to the office. Then from 8:20-8:30, they talk about a segment of content and the practical skills they are taking from it to use. 8:30-9:00 is role-play with point-of-contact objections. This is every day for any sales person, regardless of how long they’ve been there. This is us switching them into game-time mode. If someone stumbles we stop them, fail them, and have them start again. From 9:05-9:30 we bring every team member in and talk about our numbers, how many views on videos, how much revenue, what’s selling, what’s not selling, etc. If we can control their development, we can control how successful they are. 353
https://training.com.ve/ Side note, every department has a chance to get commission. Audience Question: What tips do you have for getting salespeople to such high call volumes?
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JG: You have to train them just like you train a child. We’ll say you need to make 200 calls and have 400 hours of talk time. The best way to do this is to break it down into increments of 15 minutes and create micro-targets each day to make sure you’re on track. We also have a ton of accountability and everyone is in anyone’s business all day. I can walk in and see who is last on the list and ask them “What’s going on?”
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Audience Question: When you cold call, what are you pitching?
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JG: Our product can be sold on the first call, but not always. Our bluebird deal is the one that results in a Now Demo and Agreement. For us, we call and start with a case study or we give them access to a free program and tell them that their competitors are using it and then show them their competitor’s success with it.
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Audience Question: If I was starting from scratch with cold calling, what steps do I take to build out a targeted list?
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JG: Depends on your product and if it’s global, national, local. The competition is a great place to go for leads. They’ll most likely put testimonials on their website. Reach out to those people. Also getting referrals from people and working on that power base. Audience Question: How big of a list do you recommend building? JG: I would get 250 companies on the list and focus on a high frequency of touch. We’ll call people a lot. You can use predictive dialers and build call sequencing, but if you’re just getting started, call them in the morning email them in the afternoon, and do this for the first 7 days just to get a response. If you’re not getting a response at all, your reach isn’t good enough. Call the same person every day for 2 weeks with a different offer. In our follow up, we have a VAFU, “Value-Added Follow Up,” that gets their attention and makes us stand out. We use videos and GIFs. Depending on the size of the 354
https://training.com.ve/ account we’ll do anything to get in front of them. Audience Question: How long do you give sales people to see if they’re a fit?
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JG: We give 90 days with a 30-day waiver for people to turn it around. If we know that it’s not right before that, we’ll fire them.
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Joana Galvao
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Co-founder & Creative Director, GIF Design Studios
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Tap Into the Power of Design to 3x Your Website Conversions Session Description: In this session, Joana will help you discover how visuals have the power to increase your brand’s perceived value, affect your customer’s emotions, and even their sense of smell. (Yup, visuals can make you smell a difference!) She will walk you through her design agency’s 5-step recipe to create a website that converts, by tapping into the power of design—the same that has helped her clients TRIPLE their website conversions.
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The Branding Triad happens when vision, voice, and visuals all say the same thing.
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In business today, marketers are clear on the voice and vision, but they don’t tie the visuals into their triad.
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The 5-Step Recipe for a Website That Converts
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https://training.com.ve/ Step 1: Strategy • Who is your target audience? • What’s your positioning? • What’s your brand mission? Step 2: Brand Identity
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According to Stanford Persuasive Technology Lab, 46% of people say a website’s design is the #1 criterion for discerning the credibility of the company.
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So there’s a lot riding on the little time your brand has to create a first impression. Whether someone reads your copy, clicks on your ad, or stays on your website, depends on the impression that your visuals create in their mind.
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For example, next time you go to the supermarket walk down the laundry detergent aisle. You’re going to find:
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• Red in the logo • Communicates effectiveness • Green or blue in the rest of the packaging • Communicates the sense of freshness and cleanliness
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1. Color scheme 2. Fonts 3. Aesthetic 4. Design elements (patterns/iconography) 5. Logo Step 3: Mapping User Experience Make sure your content is: • Quick to understand 358
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How to Design Your User Experience:
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• Figure out the information your ideal customer is looking for • Rank this information by importance to the customer • Lay this information out in a wireframe in a way that is easy to scan so that the user can find the information they’re looking for quickly • Put the most important information at the top of your wireframe • Make sure there is a lot of white space between sections • Use icons in particular sections to speed up understanding of what they’re looking at
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Step 4: Content
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• The visuals of your copy need to seduce viewers • For stock photography use: • Stocksy.com • Deathtothestockphoto.com • Choose a Lightroom Preset that you apply to all photos • Use Photoshop to make pictures or products look more professional • Use mockups for products • Creativemarket.com Step 5: Web Design
If you’ve committed to all of the steps up to this point, you can now hand it over to the junior designer and they can create exactly what you wanted. The right visuals, shown to the right person, create the right action (conversion).
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Rachel Hollis
Host of HPX Podcast, The Burchard Group
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Founder & CCO, The Hollis Co.
Brendon Burchard
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The Powerful 1-2 Book Launch-to-Documentary Strategy to Grow a Massive Following Session Description: New York Times Best-Selling author of Girl, Wash Your Face, Rachel Hollis joins personal friend Brendon Burchard to talk about growing a 3+ million person fan base, launching the second best-selling book of 2018 (presided only by Michelle Obama’s Becoming), and the documentary that made her over a million dollars.
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https://training.com.ve/ Do you feel like a lot of people on social media are preventing their own growth by trying to do too many things? I think when you start out as an influencer or thought leader you tend to do what you see other people doing. In actuality, I started to have the success you know me for today when I was just myself.
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When we first start out, we honestly just copy other people. For me it was Tony Robbins. But now I have the business that I have because I sat in UPW and asked, “Why aren’t there any women on this stage?” At first I thought that in order to be successful in business I had to do it like a man. I tried that and it didn’t work because...well, I’m not 7 feet tall. That’s just not me.
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I love the in-your-face coaching style but I don’t see a lot of women doing this and it’s hard to do that when you have to wake up the next morning and make your kids lunches. Staying authentic to who I was and how I needed to learn is how I got to where I am today.
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You wanted to find your own way to create a coaching business model. How did you do that?
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When Brendon first told me to start a coaching business model I was against it. I didn’t want to make people buy something that didn’t have tons of value. Then I started to understand that I can’t do it exactly like how you do it or Dean Grazioso does it. I have to do it the way that works for my audience of “her.” If something isn’t selling, that means that I didn’t explain it to “her” the right way. For example, if I’m going to sell “her” this jacket—I can do it. But, first I have to show “her” 10 ways that she can wear it with what’s already in “her” closet. For coaching, it was (and is) a long process. Coaching will be bigger in Month 11 than it was in Month 1 and it will continue to get bigger because “she” needs to see other people using it (proof of concept) and “she” needs the education on the product. And, the most important marketing technique that we have is scarcity. My girl doesn’t know it but “she” exists in the scarcity model. Everything I sell is only sold one time and it always, always sells out. That way the next time I put a new product or event up, “she” will buy it right away because “she” doesn’t want it to sell out.
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https://training.com.ve/ Why was Girl, Wash Your Face such a success? The special thing that I have that other businesses don’t is that I know my girl and I call her, “her.” Every day for the last 15 years I’ve interacted with “her” online. The secret to success is interacting with your fans, building a community and then monetizing it. I could launch anything tomorrow and it would sell out in 2 seconds because I know what “she” wants because I have been hanging out with “her” for so long. I’ve built a community of 3 million followers one woman at a time.
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Girl, Wash Your Face is 20 chapters of the 20 most common questions that I have been asked in the last fifteen years. I knew that it would resonate.
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This is my sixth book and it needed to take that long. If I hadn’t taken the time to build that community I wouldn’t be where I am now. I have 4 products, books, events, coaching, and journals. That’s it. All of these products are a direct response to an ask from “her.”
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When you get 10 different sets of notes from your community, ignore them. But when 10 people say the exact same thing, that’s when I listen and create a product around it.
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Even the documentary, we had no idea what we were doing. The documentary that made millions of dollars for our company, is now on Amazon and is now evergreen content. It came from “her” saying that “she” couldn’t come to the conference. So we asked, how can we bring the conference to “her”? We just kept editing it over and over and over again and we knew that it was a product that “she” wanted. We launched it in movie theaters and “she” got to experience the conference for $15. Tell us more about your target buyer, “she”? I think of my audience as 3 different women, The Die Hard Fan, The Target Mom, and The Hustler.
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https://training.com.ve/ How did you figure out the timing of the documentary and of your next book? I’ll be honest, my husband wins on this one. Dave Hollis is the king of stacking products on top of each other and he works my team hard. We offer 4 products but they are all in the same ecosystem. If you bought one you probably want to buy others.
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We were really aggressive with how much we launched this year and how we laid it all out. It was terrifying because it was a lot of work and I was petrified that we’d piss off the audience. I didn’t want to offer so many things that “she” got frustrated.
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The honest truth is that by stacking them the way that we did we sold out of everything so fast. The book led to the conference which led to the documentary and then “she” kept asking for the next thing.
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What you’ve done so well is putting that through line that connects all of your products and you talk about the products on your daily Facebook live show. But because the audience is on the journey with you through that daily Facebook live, it worked. How do you and Dave think about this morning show that you have?
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If you confuse your audience, you lose. Your products have to have synergy. I used to go live on Facebook 5 years ago every single day. Back in the day, if you went live on Facebook they showed it to all of your followers for free. I have to say—I don’t do ads. We don’t spend ANY money on advertising. I started out as a food blogger and my mentality is, how do I get access to my audience without paying for it? Then we’re super authentic. The lighting is bad, our kids are running in, our dogs are barking. But it’s not about the quality, it’s about the consistency. We go live 5 days a week, 8 a.m. central, on Facebook and YouTube. The only strategy is that I am super passionate about giving women the tools to change their lives. I think you can change a woman’s life but first you need to have her attention. First, I’ll get her attention and then in the last 5 minutes, I challenge her and ask her to show up for her life. I will get in your face on these topics and teach you. 363
https://training.com.ve/ When I tried to just straight teach, I would see bad numbers. Now I have it down to a formula of entertaining, teaching, question and answers. I also only challenge and hold my community to things that I have struggled with and overcome because that’s authentic. I didn’t have an easy start and I made it and so can you. The market doesn’t care about your excuses, it cares about your results. When you were thinking about this next book, Girl, Stop Apologizing, how are you planning on launching it?
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I’m so lucky because I had written the first draft for Girl, Stop Apologizing before Girl, Wash Your Face went crazy. Now, I’m writing my eighth book and can feel the pressure, for sure. But, not to sound like a broken record but Girl, Stop Apologizing is just a response to “her.” There’s a huge chance that your community is already asking you for something and you’re ignoring it.
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For promotion, the publisher wanted to have promotions like buy 100 books and get a free makeout session with me. But that’s not what works. I know that my girl wants a morning routine and a free, downloadable, PRETTY PDF to keep her accountable. This then gives her something to print out and put on social media and market for me.
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We did the video, the PDF and it has gone bananas. It served “her” so hardcore and now “she” is putting this pre-order gift on her socials and sharing the message. We’ve sold a lot of pre-order books.
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To end, what would you love to share with these folks about building a brand? Every single thing that I know how to do I taught myself using the Internet for free. I have a high school diploma and now I have the second best-selling book, only beat out by Michelle Obama. I’ve never taken a writing class. I have taught myself everything that I know. I’m not special, I just wanted it more and I kept showing up. People say it’s not what you know, it’s who you know. Bullcrap. It’s about learning as much as you can and wanting it. The thing that puts you on this stage next year is, are you willing to stand back up? Lots of people can buy a ticket to a conference but not a lot of 364
https://training.com.ve/ people will continue to show up. It’s this slow momentum where nothing is working and nothing is working and all of a sudden, you can’t keep up. The bottom line is, you can learn all of the things and it doesn’t matter if you’re not ready to keep getting back up and starting again every day.
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The only thing that you have that can’t be taken away is your knowledge and your will.
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Dean Graziosi
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Founder, Dean Enterprises
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5 Mental Triggers Influencers Use to Create Lucrative Sales Videos and Ads Session Description: There is a three-step formula for sales videos and ads: hook, story, and close. The hook gets people to stop scrolling and the close gets people off of the ad and on to your website. It’s the story that shows your customers that you understand them and they motivates them to take the next action. There are five ingredients to a good story and in this session, Dean Graziosi is going to give us his secret to creating lucrative sales videos and ads.
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https://training.com.ve/ The formula for sales video and ads is: Hook to Story to Close Hook: How do you get people to stop scrolling? The hook is what catches a user’s attention. The strategy to make them stop scrolling is to say something they resonate with. For example, “Have you ever in your adult life looked in the mirror and thought, ‘Wow, I thought I’d be farther by now?’”
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1. Build Trust/Authority by Being Authentic
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The 5 Ingredients to an Effective Story
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Story: People buy from you when they feel understood
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• Tell people why your company is selling the product you sell • What makes you credible to sell this product?
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2. Create an Epiphany
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• The epiphany is the moment a user realizes they want to listen to you • Define the reason you started your company and are selling this product
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3. Overcome the Client’s Objections
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• What does your ideal client worry about? What do they want? • Give them the Eminem 8 Mile close—call out their objections as to why they wouldn’t buy your product before they do. This stops their resistance and you’ve blocked their response. 4. Use Social Proof to Show the Results of Your Service/Product • Instead of using money claims, use life changes, “This is the person I was before this product/service and this is the person I am now because of it.” 5. Plant Seeds of Doubt • This is a subtle way of saying why you are better than your competition 367
https://training.com.ve/ • If you completely bash your competitors, it comes off as desperate • Don’t bring up their names, but cast seeds of doubt by pointing out other competitor’s products aren’t working because if they were, the customer wouldn’t still have this pain point The bridge between story and close is where you get permission from the customer to sell them something. You ask them, “Is it okay if I tell you about my service?”
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Close: Call-To-Action
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Perry Belcher
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Founder, Rival Brands
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https://training.com.ve/
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Conversion Multipliers: How to Instantly Double or Even TRIPLE Your Offers Conversions by Leveraging These 3 Quick, Simple and Proven Methods Session Description: Imagine, three times the revenues from your offers without spending a single dime in traffic costs. Perry will share his latest “what’s working now” tricks, secrets, and hacks to drive your conversions north. All are quick and simple to apply and you’ll feel the effects almost instantly.
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https://training.com.ve/ Generate More Leads Use Buttons Not Forms If you have an opt-in form on your website, get rid of it. Buttons perform 55% better than opt-in forms. Use blue links and green buttons. Make sure the entire form fits on the screen of the device that you’re popping it for.
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Optimize For Mobile Forms
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55% of all traffic is mobile right now. Everything needs to be designed to look good and work on mobile. The vast majority of Facebook traffic is coming from mobile. The button needs to be the size of a person’s thumb and 100% above-the-fold.
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Contests
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• When a button is only half visible above-the-fold, it cuts opt-ins in half • Place SMS opt-in option • Gets 10x the conversions
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The magic to contests are virality
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• We can get a 220 opt-in rate on contests • Tell users, “You’ve been entered in the contest once. If you want 5 more entries, share this on Facebook. If you want 10 more entries, send this to 10 friends.” • Tool to use: • Contestdomination.com Quizzes Right now quizzes are beating contests • Use quizzes to get users to segment themselves and learn more about them to retarget later 370
https://training.com.ve/ • You can also use quizzes to have a conversation with your customer • Quizzes that simulate a conversation do better than regular quizzes • For example, ask a few questions and then ask, “You said that you’re X, doing Y and wanting Z. Is that right?” Then continue to the quiz. • We’re getting quiz leads at $0.10 per opt-in lead • Note: These aren’t always the most qualified leads Calculators
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Calculators get attention because it’s selfish interest. People want to know something about themselves and you can easily answer their questions. The traffic engines love calculators. By providing a calculator you can drive significant traffic and keep the search engine bots happy.
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• Tool to Use: • Calculoid.com
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Games provide selfish pleasure, virality, and entertainment.
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• Tool to Use: • Marketjs.com • Customization of lead generation games
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Get More Front-End Sales Start by selling a low-end product, an upsell product, a premium product, and then the high-tier product. • Think about your experience at Starbucks. For example, you walk in to get coffee, buy a bag of coffee, and get the reusable cup they offer you during a holiday campaign. Then, (one day) eventually you buy the $300 coffee pot. Everything you sell needs to have a premium: a product that is given for free with purchase of a more expensive product. 371
https://training.com.ve/ What makes a good premium? • A physical good (although digital goods can work too) • Something people want, but don’t necessarily need • For example, a $2,000 copywriting course had an 11% conversion increase with a premium of a coffee mug that said, “Kiss the copywriter” Use a 2-Part Order Form
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First and Last Name Email SMS Mailing Address
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This has been an absolute game changer. It’s very simple, everything goes on the first page of the order except the credit card information.
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Order Bump
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On the second page, you place the credit card form. What this does is give you all of the information you need to retarget people who don’t go to the second page and make the purchase.
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Thirty-five percent of people who buy on page 2 (the credit card order form page) will increase their order before they check out. • Test this for your market • More sophisticated markets aren’t as interested in order bumps • The best order bump is more of whatever they just bought Timers Timers are converting. The only problem with timers is that Facebook doesn’t want you to use them. The work around for this is by putting your timer on the second page, the page with the credit card form. • 40–60% increase with the timer 372
https://training.com.ve/ All of these methods are good, but the compound effect of them is so much better. You’ll lower customer acquisition cost by 70–80%.
Improve Your Upsells Once we’ve made the core sale, it’s time for the upsell. What makes an upsell work?
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• Congruent premiums • If a customer bought a t-shirt, upsell them another t-shirt • Quick yes or no product decisions • Change your offer to increase the customer’s status on the upsell page • For example, increasing the status of an organization they are already a member of by giving them swag • 24% upsell rate
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Lastly, test, test, TEST!
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Jason Fladlien
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Chief Strategy Officer, Rapid Crush, Inc.
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Secrets Of $100 Million+ In Webinar Sales: 4 Keys to Maximize Conversion and Profits Session Description: Jason will share his best webinar sales secrets, including the best way to structure your webinars, automation and “evergreening” your webinar, high performing webinar funnels, and the non-obvious ways any business can and should be using webinars... no matter what you sell or what industry you’re in.
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https://training.com.ve/ What Is A Webinar? A live or automated web event that uses information to either immediately make a sale or move a sale forward. Why Are Webinars So Popular? • They are low-risk and high-reward • They are versatile • They are effective
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1. Audience 2. Presentation 3. Offer 4. Funnels 5. Promotion
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There Are 5 Elements To A Webinar:
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The most important of these elements is Presentation! But, to get to the Presentation you have to know all of the other elements involved. A Webinar Has 2 Goals:
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1. Educate • Clarity: The goal is to take a prospect from a state of “I don’t know what to do” to “I know exactly what to do” • Behavior: Education that doesn’t change behavior hasn’t done its job • Transform: Education to transform behavior through clarity 2. Sell A Product • For example: • Information • Software • Services • Events 375
https://training.com.ve/ Webinar Success Needs 2 Elements:
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The Standard Webinar Funnel Looks Like This:
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1. An Audience • Internal Audiences: Your email list, followers, etc. • Endorsed Audiences: An audience from another company that you are partnering with • Paid: An audience acquired through paid advertisements (more on this below) 2. A Presentation
The Registration Page: • • • • •
Needs to look and feel like an event People should show up ready to learn and be informed Place a countdown timer on it Create curiosity Repel just as much as you attract • The worst webinar to have is a webinar full of people who aren’t going to buy anything 376
https://training.com.ve/ The Replay Page: • You’ll make more money on the follow-up page than the webinar itself • Make it expire when your offer expires • If this page is available all the time, there is no incentive to buy • Delay the button • Delay the “Click Here To Sign Up” button by a few seconds • This increases trust and decreases the “sales” look of the page • Make sure it’s mobile friendly
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The Promotion Sequence
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Each promotion sequence should last for 7 days and the third day is when the webinar goes live.
During day 1 and day 2, email the people who haven’t signed up yet and email the people who have signed up reminding them of the event. On day 7, you have to make the offer actually expire.
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https://training.com.ve/ Paid Advertising: “The Evergreen” Webinar Funnel
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This is an automated webinar that runs every 15 minutes depending on when somebody sees your advertisement. It has 3 elements:
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Registration Page
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• Advertise an upcoming webinar based off of what time the user is seeing the advertisement • For example, if a user sees the advertisement at 10:00am the webinar starts at 10:15am Waiting Room Page
• Full-motion video to create excitement for the webinar • Stress urgency that the webinar is starting soon and the page will automatically refresh • Use testimonials from people who have seen the webinar in the past Broadcast Page • Regular webpage 378
https://training.com.ve/ • • • • •
Use Wistia.com Tell them what is going to be talked about on the webinar Use chat to increase engagement If you don’t want to use chat, then say “Chat is temporarily disabled” Time your offer to be shown 47 minutes into the webinar
The 4 Elements of a Presentation Introduction
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• Authority: Show how the webinar host has a better answer to the problem that is being solved in the webinar than anybody else • Commitment: Tell the audience that you commit to solving their problem and continue to remind them throughout the webinar • Biases: Tell them you know the way they are trying to solve their problem isn’t working and ask them if they agree that it doesn’t work • Hope: Tell them what it’s going to be like when their problem is solved— show them the light!
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Content
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• Outcome: Tell your audience the outcome of watching the webinar • For example, “By the end of the presentation today you’ll be able to do X, Y, and Z” • Context: Be totally clear about what you’re doing to do and how you’re going to do it • For example, “Here’s how this works, here’s who it is for, here’s what is going to happen.” • Commitment: Ask them for a commitment to their transformation Transition • Rapid Recap: 60 seconds that explain everything that was just taught • Show the viewers how much they just learned and reiterate how much value you just provided • Yes Momentum: Ask people questions that have “yes” as an answer 379
https://training.com.ve/ • Try to get 6 yes answers to get them in the “yes mindset” • Permission: Use the 2-Choice Close to sell them the product • For example, “I have 2 options for you. Option 1, we part ways and I can hope you use what I just said to change your business/life/etc. Option 2, I can put everything that I just told you together and help you reach your goals. What should I do?” • This makes the viewer beg you to sell to them • Now you’re not selling, you’re fulfilling their requests
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Pitch
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• Offers • For example, “With great pleasure, I introduce you Offer X. Go here and sign up for Offer X.” • Give bonus products for free • Use scarcity to push viewers to buy now • Reverse the risk by offering a money-back guarantee • Voice their objections to buying to remove their excuse to not purchase • Use The Pitch Formula:
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Syed Balkhi
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CEO, Awesome Motive
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https://training.com.ve/
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The “Success Gap” Framework - Our Proven Method to 5X the Traffic & Growth of Your Digital Business in 18 Months or Less Session Description: Tired of getting marginal results? Join Syed Balkhi as he walks you through the Success Gap Framework that they’ve used to grow their software companies into powering over 8 million websites. This method helps you identify the biggest opportunities in your product and marketing strategy, so you can fast track your growth.
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https://training.com.ve/ The Success Gap framework helps you identify the biggest opportunities in your product and marketing strategy, so you can fast track your growth. There are two types of frameworks:
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External Success Gap: The gap between what your product or service does and what the user needs to be successful
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Internal Success Gap: The gap between what your product or service does and what the user thinks it should do in order to be successful
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https://training.com.ve/ How To Use The Success Gap Framework in Marketing Use Strategic Partnerships Take the external success gaps and dig deeper:
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• Who are the most popular influencers and brands serving these gaps? • How can I become their partner and work with them so they will help promote my product? • Associate your brand with the brands and people they already trust • Tools to use: • Ahrefs: mention alerts, backlink monitoring, PPC tracking, see who’s linking to your competitors or partners • BuzzSumo: question analyzer, Facebook analyzer, topic explorer, find influencers • SEMrush: keyword tracking, PPC ad analytics, backlink tracking, position tracking • Nacho Analytics: see top landing pages, see top traffic sources, see funnel visualization of your competitors and potential partners
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Strategy Content Creation
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• Create information content around your success gaps • Find all of the problems that your customer has and position your product as the complementary solution • Use AnswerThePublic.com to see what questions users are asking • Use the SEMrush.com SEO Content template Content examples:
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Now, approach these brands and say, “Hey, I have all of this traffic, you need it and we can give it to you. Let’s work out a deal.” For example, we went to website template companies and partnered with them to bundle our contact forms with their themes. We mention their themes as our preferred partners.
Affiliate and referral partners Ecosystem integrations Get listed as integration partners Solution center listings
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• • • •
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Ways to partner with other companies:
The key is alignment. Does your product help your partner’s customers succeed? Use Strategic PPC Sharing Pixels 384
https://training.com.ve/ • Create co-branded or integration pages and share pixels (targeted audiences) Renting Pages • Instead of paying CPC, pay monthly to rent pages from blogs that are ranking for your desired keywords
Product: Create Marketable Moments with Features and Contents
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Proactive NPS Surveys
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• Ask your customers what they like about the product and experience • If you don’t have customers, analyze competitor’s reviews
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” -Steve Jobs Product Education • Create educational content/widgets that shows how to use your product • Setup wizards 385
https://training.com.ve/ • Better product demonstrations • Hidden feature highlights • Dominate SEO with How-To’s
Mergers and Acquisitions Once you have a customer, you can cross-sell other products. For example, you can buy the business of your complimentary product.
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Find products to buy at 1kprojects.com.
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Rachel Miller
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Organic Strategist, Moolah Marketing
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The 5-Step Formula to Create A Viral-Generating Audience Session Description: This formula has helped 37 businesses get over 10,000,000 video views EACH without ad spend, some reaching 65,000,000 in views!
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https://training.com.ve/ The 5-Step Formula to build an audience that converts is: (A+M+C)E=P
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A= Audience • You don’t want just any audience, you want the most active people on that platform • Facebook tells you where the active people “live” online inside of the Audience Insights • Go to “Interest,” “Activity,” and then “Page Likes” and you’ll see pages that are similar to your page • Find the page that has the highest activity level—target this page with your ad
M= Message • Your product and solving the problem isn’t going to grow your audience • We need to become what our audience identifies as • For example, “A quirky mom,” “A crazy cat lady” • It’s whatever your audience calls themselves • We need to make them feel good, look good, and make their life good by specifically targeting what makes this audience feel good, look good, 388
https://training.com.ve/ and the things that make their life better • Your product and solving the problem aren’t what will grow your following—identifying is • Tools to Use: SocialInsider.io • Insights into your competitors’ social media strategy
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C= Content • You want to craft content in a way that your audience most likes it AND Facebook most likes it • If you don’t keep both Facebook and your audience in mind, it will fall flat • Your content must be mobile friendly • 87% of users are coming to your Facebook page from mobile • Put captions on ALL videos • Use your content to move users through your ecosystem • Send users from your page to your Facebook group > use group with Messenger to send people to your offer > use your offer to send people back to your page • Have at least 3 “spokes” of this system • This system looks like this:
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And your content looks like this and is pixeled like so:
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E= Engage • You need social proof to show your content is valuable • Stack your engagements • You want more than one interaction in as short of a time period as you can create • “Hey, why don’t you message this article link to yourself so you don’t lose it.” • Facebook sees this user is sharing YOUR content with themselves and pushes it further in the algorithm • Use the whole ecosystem • Focus on conversation P= Profit • Your goals are being met (yay!) You don’t need a big audience to make a big impact. You just need the perfect audience.
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Panel: Sonya Keenan, Jeanna Pool, Zenovia Andrews, Susan Sly, & Marcus Murphy
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What It Takes To Scale a 7-Figure Agency: A Panel Discussion Session Description: Learn from four of the best agency owners around how they have managed to scale their agencies past the seven figure mark. Marcus Murphy hosts this heavy hitting panel that will leave you with a smorgasbord of ideas on how to scale your agency back home.
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https://training.com.ve/ Marcus Murphy: What’s your specialty? Sonya Keenan: I’m Sonya Keenan, my company, Omni Channel Media Group is based in Australia. It has morphed into a coaching business in the past few years. We are focused on building community and helping business owners in the southern hemisphere with the assets they need to learn. And we run DigitalMarketer Down Under. We want to help people turn information into knowledge.
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Jeanna Pool: I’m Jeanna Pool, I have a “done for you agency” focused on doctors and holistic professionals. I also have a course called Clients In Bulk. My rockstar power is teaching people how to sign up all of their clients for the entire year. Now I help smaller agencies figure out what they want to do, package things better, and promote better.
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Zenovia Andrews: I’m Zenovia Andrews, the founder of Max Out Marketing Agency. We generate more traffic and specialize in lead generation for compounding pharmacies.
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Susan Sly: I’m Susan Sly and I run Agency A. We’re focused on a different avatar, the avatar that’s overlooked by agencies all the time. Our first level of entry is teaching so you can do. We want our clients to be educated, understanding, and asking the right questions before we get into the done for you work.
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MM: How do you grow to a 7-figure agency?
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Sonya: I’ll turn that into another question, why would you want to? I have had a 7-figure agency and I have lost 7-figures. Remember, turnover is vanity, profit is sanity. I don’t know anyone that can pay for their kids school fees on turnover. You can’t do that unless you make profit. When you find out what you’re profitable at, then work out how you scale that. If you try to do all things for all people, you won’t be able to afford a ticket to T&C next year. Jeanna: I am in the same tribe as Sonya. I talk to my agencies and I ask them, “What is your magic number?” and a lot of times, this isn’t an agency with the systems to become a million-dollar agency. I urge you to ask, “Is this where I want to go or where I think I’m supposed to go?” In 2014, we were on track to reach one million and in Q3 I shut it down. I had never worked so hard, 392
https://training.com.ve/ with systems, had less freedom in my life, and had less money in my life. So I asked myself, “Why am I doing this?” We backed up and I realized that my magic number is a $650,000=$700,000. I don’t help agencies build to one million dollars, I help them build to their magic number so they can be happy and do what they love and have a life they love.
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Zenovia: We had to implement a call center because we realized we had a 40% increase if we followed up with people within 4-6 hours after they reached out to us online. If we’re talking about scalability, you have to make sure that you have the systems and platform to deliver those services. Also, my onboarding process with my clients is extremely tight. Lastly, making sure that your agency has a niche is important. Partner with a third-party company to offer more services.
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Susan: I was teaching in the space of organization and productivity and I realized there was a gap for the solopreneurs. We specialize in that market. I want you to imagine a woman who is a teacher during the day, a wedding photographer on the weekend, and is trying to balance wearing all those hats. Our #1 goal is to create raving fans from our clients by chasing clients with big hearts. How we scaled it was providing training. We created mini agencies within our agency. Three quick points of advice: If you have an agency now, take the DigitalMarketer Customer Value Journey as if you’re starting from scratch. Two, figure out what client you can be in love with. Third, have a succession plan. Don’t make yourself the most important person in your agency, the clients are the most important people in your agency.
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MM: How did you find your niche? Sonya: My personal area is premium coaching that is unapologetically expensive and only helps a small amount of people. I have a smaller, entrylevel product that helps a larger audience get started and hopefully become somebody who can afford my premium coaching. And then I create events and build communities. Jeanna: A lot of people don’t niche down because they are afraid of losing opportunities. It’s the opposite, your business will scale fast and quickly. In my agency I give location exclusivity. I can’t work with 2 doctors in the same niche in the same location, but I can work with a diabetes doctor in Houston and an IBS doctor in Houston. I call this hyper-niching. 393
https://training.com.ve/ Zenovia: Some of us just need cash flow so we’ll take anyone on. When you’re in that space, you have the challenge of what would I even want to niche in? I recommend you having some type of passion for it or interest because your client will discern that passion. When I made the decision to go into the compound pharmacy niche, it made sense because I had knowledge and passion behind it.
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Susan: Do you want to grow your income? Do you want to grow personally? The answers are yes and yes. Guess what? So do your clients! I would love everyone to write down 2 words: “What’s next?” What’s next for your clients and how do you position yourself as a part of that? And then ask yourself the same question. If you keep providing your clients with what’s next for them, you’ll reduce that churn.
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MM: You’re all Certified Partners at DigitalMarketer and you’re all leading in your industry. Can you showcase how human you are and talk about your failures?
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Sonya: The failure for me was in thinking that I had to replicate myself. I tried to employee people who were like me, instead of people who challenged me. You have to take constructive feedback all the time and even get used to people saying negative things about your services. Also, you must know the numbers in your business. If you don’t know how much money you need in the bank this month and next month, you’re not going to make it. I have a board with all of the money I’m definitely making and what I have signed but haven’t been paid for yet. I have this scheduled out until September of next year. When you owe money, that’s when you make bad decisions. If you’re not good with numbers, employee a bookkeeper...and LISTEN TO THEM. Jeanna: I’ve been doing this for 17 years and I’m still asking, “Will I ever stop learning lessons?” The answer is no. I’ve also learned that I just need to be me. I don’t wear heels, I wear tennis shoes. That’s okay. I talk funny, I have weird phrases. I tried so hard to be what my clients wanted me to be and it was pure chaos. I’m not everyone’s brand of vodka and that’s okay. It’s okay not to be for everybody. Just understand that it’s hard when haters come, and yes, it hurts your feelings, but you can’t let that person or group defeat you. Focus on the people that are helping you and growing you. Zenovia: I have 2 major failures. The first, was at the beginning, I made the 394
https://training.com.ve/ mistake in not knowing my numbers. There’s nothing more frustrating than making a million dollars but only keeping $25,000. Make sure you know how much you want to profit and take home. Second, take care of yourself. As agency owners, we’re riding this roller coaster and we forget to take care of ourselves, our spouses, our children. Build an agency that is making money and giving you a good quality of life.
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Susan: I have mindset advice and tactical advice. I’m going to be totally honest. The biggest mistake I’ve ever made in my career is not valuing myself. We teach the world how to treat us. A lot of us are undercharging for our services because we come from a place of desperation. From the tactical side, ask yourself, “What’s next for my team?” How are you growing your team? Have those conversations with your team and figure out how you can help them grow into those passions, even if what’s next for them is transitioning out of your agency.
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Audience Question: How did you develop your channels? Is there something effective you did to get the engine moving?
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Sonya: Connecting at events, speaking, and taking the time to answer people’s questions. I put it out there every time I speak, you can message me on Facebook or on my website. I believe in reciprocity and it will come back. There is no limit on success and me helping you be successful doesn’t keep me from being successful.
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Jeanna: My secret has been offline marketing for my online agency. The #1 marketing in the world is face-to-face. I fill my entire agency offline. Susan: Sixty-eight percent of people are visual. I’d love for you to draw a circle and then come up with ten different ways that you can promote your business. Podcasts, video, social media, etc. Serve, serve, and serve. Then, find an influencer in each of those spaces and network with them. Audience Question: At what stage in the development of a digital agency’s growth is there a need to hire a sales professional? Zenovia: Right now. I opened up a call center and our sales increased by 40%! When it comes to direct conversation, digital marketers shy away. We can’t have marketing without sales. If our clients need call centers, we have a 395
https://training.com.ve/ system that we can give them. Sonya: Right now. Audience Question: How do I tell my clients that we need to start over and get rid of our funnels and create customer journeys? Zenovia: It’s important in my agency that we create a win for my client in the first 14 days. Clients want to see action and the quicker we can get that done, they’ll retain with us.
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Susan: All the customer journey does is ask a different question at the end. The funnel says, how much money did you make? But the customer value journey asks, how much money did you make and what was their experience? Currently Target is reimagining all of their business into a customer experience and they’re turning all of their stores into show rooms. Customers will go into a physical store and then buy online.
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Sonya: Think of the Customer Value Journey (CVJ) as the strategy and the funnel as the tactic. It’s too expensive to have a funnel for awareness, engage, etc. As an agency, the CVJ will bring you the right clients and you’ll be able to help them better because you’ve built an entire process. Audience Question: When you’re just getting started how do you grow your team to 6-8 employees?
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Jeanna: I have 18 members and they are all contractors. I don’t want employees. I hire 3 contractors for the same job and give them a test. Whoever is the best, I hire. My big thing is that you must meet deadlines. If you miss a deadline, we’re done. When I find people, I pay them more than they are worth, I give them bonuses, and I give them other goodies to get them to stay with me long term. Zenovia: I use contractors too, both in-state and out-of-state. Susan: We look at our team and look for gaps. Then we find other agencies to white-label the stuff that we don’t want to do.
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Molly Pittman
Ezra Firestone Founder & CEO, Smart Marketer
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Co-Founder, TrainMyTrafficPerson.com
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“Hot Seat” - Live Deep-Dive Critique of Over $3MM eCommerce Ad Spend Session Description: Watch Molly critique this special guest’s Facebook ad strategy from 2018. Then, watch as she crafts his 2019 strategy LIVE with YOU!
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https://training.com.ve/ Facebook has changed a lot in 2018. Our ad costs went up, reach went down, and it just feels like everything got more expensive. A lot of this is because of Facebook’s Cambridge Analytica scandal which made advertisers and users lose a lot of trust in the social platform. 51% of people don’t trust Facebook. It’s not that Facebook changed because of the scandal, they changed as a response to the public criticism. To gain trust back, they changed the algorithm. There are 3 components that factor into the Facebook algorithm auction:
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• Bidding
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• For example: Are you bidding for conversions? How much are you bidding?
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• Estimated Action Rate
• How consumers are interacting with your brand on Facebook
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• For example, social proof on ads (which is SO important right now)
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• Activity on your Facebook page
• User Value
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• Are you interacting with your audience, commenting on posts, answering messages?
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• What people are doing after they click on your ad
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• How long are they spending on your website? • Was the customer happy with their shipment time and product? These 3 components cumulate to how your ad does in the Facebook auction. If your ads aren’t built around the algorithm, your ads won’t do well. Now, let’s roast Ezra. You did $20 million in revenue in 2018 for BOOM!. In 2017: • You paid $0.77 per click • You reached over 26 million people • You spent $4 million dollars 398
https://training.com.ve/ In 2018: • You paid $1.32 per click • You reached 19 million people • You spent $3 million dollars Let’s look at overview numbers to help inform you what actions you need to take to reach your goals. Ezra’s goal in 2018 was:
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To spend $6 million on ads, and he spent $3.8 million A $45 CPA and his CPA was $37 A $50 average order value, and it was $65 average order value A ROAS of 1.5 and his ROAS was 1.7
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To spend $4 million on ads and he spent $2.2 million A $50 CPA and his CPA was $53 (I wasn’t able to pull average order value) A ROAS of 1.2
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Ezra’s retargeting goals in 2018 were:
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What this shows us is that he had trouble with scale. The big optimization for BOOM! is the ability to scale this spend at a reasonable CPA.
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Let’s look at secondary metrics now: • These metrics inform us on changes that need to be made to our actual ads • CPC, CTR, and frequency Ezra’s Secondary Metrics: Awareness: • $1.32 CPC • 1.8 CTR 399
https://training.com.ve/ • Frequency 7.86 These are really good but when we look at your retargeting CTR, it’s 0.87. This is really low and we can definitely improve it. We need to look at your audience type and make sure you’re using as many audience types as possible to increase awareness. Let’s now look at Ezra’s traffic strategy:
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Step 1: Ad goes to pre-seller • For example, 5 Makeup Tips For Older Women
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Step 2: Retarget the top 25% of users who spent the most time on the presell article • Retarget ads talks about the content in the presell article • He’s missing 75% of his audience • Don’t over segment your retargeting audience • Let’s retarget everyone who read the article in the last 7 days
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Step 3: Retarget Ad • Users who visited your store but didn’t go to the product page • The audience size is still too small
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Step 4: Dynamic Product Ads • Based off of cart behavior • Retargeting people who viewed a product but didn’t add to cart Step Five: Testimonial Ads • Shown to users who abandoned their cart in the last 7 days • Shows the products that were in the cart • Third highest performing ad of 2018 • Retargets for 2 days Step Six: Related Products Ad • Shown to users who purchased • Ads about other products to promote cross-selling 400
https://training.com.ve/ Now, find your top performing ads and ask yourself: • Why did it do so well? • How can we use it in other parts of our journey? • If possible, show it to cold traffic How do we get more scale in 2019? There are 2 main things Ezra needs to do: Squish: Simplify Your Campaign Structure and Increase Your Audience
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• We’re going to squish some campaigns together so that we can increase the audience size that sees the campaign • Ezra’s frequency was so high because some of his audiences were too small (700 people) • We want to open the audience into interest targeting
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What happened when we implemented the squish strategy?
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• Ezra spent $135,000 on a campaign and got 3,000 purchases at a $44 CPA • The amount of purchases we are generating is 30–40% more than the old campaign
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Fish: Creating Ads That Have Social Proof
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• Native ads that don’t look like ads • Use these ads in upcoming campaigns once they have engagement • Use the ads that have performed really well in the past and have engagement • This helps you increase your reach and scale Whenever you’re making a decision with your Facebook advertising, think about what Facebook is factoring into the algorithm so you can rank the highest in the auction. If your ads are expensive, you’re low in to auction. If you want to learn more about the Facebook auction, listen to Ralph Burns and Molly’s podcast, Perpetual Traffic. 401
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Todd Brown
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CEO, Marketing Funnel Automation
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7 Hacks Working Right Now Which Can Boost Your Average Order Value By As Much As 200% Session Description: Join Todd as he covers the seven different ways to optimize a funnel to produce a higher average order value. Why should you attend? Glad you asked! Plain and simple, you will walk away with a list of plug and play strategies to make significantly more money from every new customer sale.
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https://training.com.ve/ What is Average Order Value (AOV)? • It’s the most important number to grow your business • The average amount of money a customer spends when they go through your marketing campaign Why is AOV So Important? • It tells you exactly what you can afford to spend to acquire a customer
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Why AOV Instead of Sales Conversion Rate?
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• Sales conversion rate is a vanity metric • Use it to fix a broken campaign not to increase AOV • This is a game of financial exchange capability, not sales conversion capability. It’s easier to improve financial exchange by increasing AOV than it is to increase sales conversion rate.
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We’re not talking about strategies to generate the sale. We’re not talking about strategies to increase sales conversions. We’re not talking about strategies to prevent order form abandonment.
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Hack #1: Increase Offer Prices
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• Price test each product to see where the threshold is
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Create upsells Create a downsell for the people who don’t take the upsell Increase the number of offers in your campaign If somebody has said “no” to TWO OFFERS, take them off of your campaign
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Hack #2: Increase Offer Quantity
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Hack #3: Impulse Bump Offers
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• An additional offer on the order form • Place on all lower priced front-end offers • Impulse purchase prices • A $30 product’s bump offer should be $8-$16 • Congruence • The bump offer should be an expansion of the main product • For example, the bump offer for a book could be the audio version • Voyeurism • People like to see what experts and authorities do behind closed doors • Bring this into your offers 404
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Hack #4: Add On Offers
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• Reverse Add-On Offer • Make the first offer 60-80% off of whatever they just bought • “Product Notice” Positioning • At the top of the add-on offer have a headline that says, “Important Information About Your Product Purchase” • Present your message for why they should buy the add on offer • Exit Pop-up Warning • Create a pop-up that says, “Wait your order isn’t complete. Click here to add the offer.” Or “Click here to ignore this.” • “No Thanks” Link Pop Reminder • Create a pop-up that gives them a second chance to choose the addon offer • “Are you sure you don’t want to add X to your cart?” • Sequencing • Give them the opportunity to get full credit on what they just purchased if they purchase the upsell
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https://training.com.ve/ Hack #5: Confirmation Page Offers • Put offers on your confirmation and thank you pages • Give them the opportunity to learn more • Place one or more offers • “Thanks for ordering! Here’s a free trial for X.” • Place offers from your funnel that they’ve skipped Different types of Thank You Page Offers:
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Thank You Page Gift Offer Affiliate Offers Skipped Add-on Offers Offer Wall Offers
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Hack #6: Second-Chance Offers
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• If they skip an offer in your funnel, email them 48 hours later and give them a second chance to buy it • Send them to a page where there is only the option for the offer (a oneclick page)
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• When somebody buys a product for $100 and you have a $500 upgraded version, go back a few days later and give them the opportunity to apply the $100 towards the upgraded version
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Roland Frasier
CEO, WarRoom Mastermind
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Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models Session Description: Good copy can make the difference between a click-through and a click-away. But, finding great copywriters and coming up with new ways to make similar offers to your audience can be extremely challenging. In this session we share our no-brainer system that allows you to create a continual stream of highly engaging messages, proven to convert, without the need for high-paid, royalty-grabbing copywriting prima-donnas.
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https://training.com.ve/ It takes 21 to 24 different “touches” with a prospect to create a buying decision (Source: Think with Google). The problem is, even if we use a multitouch strategy, it looks like this: Message 1: “Buy my stuff” Message 2: “You forgot to buy my stuff!” Message 3: “Last chance to buy my stuff” Message 4: “Yet another chance to buy my stuff” Message 5: “WTF?! Buy my %*!$ stuff!”
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Surprise—this doesn’t work.
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What does work is the 5-Step Messaging Mastery System
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1. Target messages to micro-moments 2. Use ScriptSheets to identify relational triggers 3. Create meta-messages to spawn dozens of unique messages 4. Design high-converting message sequences with The Multi-Touch Matrix 5. Persuade powerfully with The Modality Wheel
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For example, let’s look at a case study of a woman named Stacy looking to buy a car.
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There Are 5 Key Micro-Moments In The Buying Process To Own:
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Micro-Moment #1: “Which/What Is Best” Moments
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• Ask yourself if your messaging is: • High-quality • Better than the competition • Satisfying the avatar’s needs • Giving a strong brand promise • Providing ample social proof • Showing other reasons to buy
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Must-Know Statistics:
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• Mobile searches for “top or best ___ brands” have grown over 95% in the past 2 years • Top men’s clothing brands • Best cold weather clothing brands • Good luggage brands • Small decisions are researched on mobile: • Over 140% growth in searches for “best umbrellas” • Over 110% growth in searches for “best” travel accessories • Over 100% growth in searches for “best” toothbrush • In the past 2 years, mobile searches for “product reviews” have grown over 35% • There are 1.5x more mobile searches ending with “to avoid” in the past 2 years • Cooking oil brands to avoid • Refrigerators to avoid • Kitchen trends to avoid • Tire brands to avoid 411
https://training.com.ve/ Take Action! • Google all “best,” “reviews,” and “avoid” searches for your product or service • Use this messaging during the early stages of your customer journey
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Must-Know Statistics:
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Micro-Moment #2: “Is It Right For Me” Moments
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• Mobile searches for “____ for me” have grown over 60% in the past 2 years • What running shoes are best for me? • Which dog is right for me? • Best haircut for me? • Which credit card is best for me? • Mobile searches for “____ should I ____” have grown over 65% in the past 2 years • What should I do today? • How often should I wash my hair? • How many credit cards should I have? 412
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• What should I make for dinner? Mobile searches for “should I” have grown over 65% • What laptop should I buy? • Should I buy a house? • What SPF should I use? • What should I have for dinner? Mobile searches for “do I need” have grown over 65% • How much do I need to retire • What size generator do I need • How much paint do I need In the past 2 years, mobile searches for “____ ideas” have grown over 55% • Bathroom remodel ideas • Gender reveal ideas • Graduation party ideas • Groomsmen gift ideas Mobile watch time of YouTube videos with “idea” in the title have increased over 135% in the past 2 years • Room decorating ideas • Halloween costume ideas • Gift ideas • Vacation outfit ideas Searches containing “____ shopping list” have grown over 150% in the past 2 years • New puppy shopping list • Newborn shopping list • Apartment shopping list • BBQ shopping list If you added up the time people spend watching “first ride” car videos on YouTube, it’s equivalent to driving from New York to San Francisco over 45,000 times
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Take Action!
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https://training.com.ve/ • Create “for me,” “should I,” “do I need,” “ideas,” “shopping list,” and “first demo” messaging • Use this messaging during the early stages of your customer journey
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Micro-Moment #3: “Can I Afford It” Moments
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• Mobile searches for “under $ ___” have grown by over 170% in the past 2 years • Cheap luggage sets under $50 • Hotels near me under $100 • Cars under $3,000 Take Action! • Create “price comparison,” “calculators,” and “build configurators” messaging • Use this messaging during the middle stage of your customer journey
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Micro-Moment #4: “Where Should I Buy It” Moments
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• There is a 3x increase in mobile searches for “near me” over the past 2 years • 150% growth in mobile searches for “near me now” • Food near me now • Gas station near me now • Delivery near me open now • 900% growth in mobile searches for “near me today/tonight” • Open houses near me today • Cheap hotels near me tonight • Movies playing near me today • 200% growth in mobile searches for “open” + “now” + “near me” • Restaurants near me open now • Stores open near me right now • Pharmacy near me open now • 500% growth in “near me” mobile searches that contain a variant of “can I buy” or “to buy” over the last 2 years 415
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• 600% growth in mobile searches for dress-related “near me” searches • Homecoming dresses near me • Wedding dresses near me • Evening dresses near me • Mobile searches starting with “can I” have grown over 85% • Can I use PayPal on amazon • Can I buy stamps at Walmart • Can I buy a seat for my dog on an airplane • On YouTube, the watch time of “shop with me” videos—where viewers follow creators as they shop—has increased 1,000% over the past 2 years • 6x growth in mobile watch time of travel diaries and vlogs in the past 2 years on YouTube • 120% in mobile searches for “wait times” in the last 2 years • Mobile searches for “menus” have grown over 55% in the past 2 years
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Take Action!
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• Create “near me,” “can I,” “shop with,” “open now,” and “wait times” messaging • Use this messaging during the late stages of your customer journey
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Micro-Moment #5: “Am I Getting A Deal” Moments
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Must-Know Statistics:
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• In the past 2 years, mobile searches for “is ___ worth it” have grown over 80% • Is life insurance worth it • Is organic milk worth it • Is an electric toothbrush worth it • Watch time of “does it work” videos grew by more than 11x in the past 2 years • The Low Calorie Diet for Weight Loss: Does it work? • Does it work? Ice Cream Maker Makes Real Food For Disney Frozen Queen Elsa and Anna Dolls” • Mobile searches for “that looks like” grew by over 60% in the past 2 years • Inexpensive tile that looks like wood • Honda that looks like Ferrari • Rock that looks like a diamond • New furniture that looks like antiques • Mobile searches for “similar to ___” have grown by 60% in the past 2 417
https://training.com.ve/ years • Shirts similar to untuckit • Coolers similar to yeti • Cars similar to Jeep wrangler Take Action! • Create “worth it,” “does it work,” “looks like,” and “similar to” messaging • Use this messaging during the late stages of your customer journey
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After analyzing a ridiculous amount of data, we learned that copy needs to:
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We call this The Idea Wheel:
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1. Speak to a need 2. Identify a triggering event 3. Describe positive and negative outcomes 4. Stir and allay their fears 5. Address relationships 6. Be framed in a gain > logic > fear sequence
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We can put all of the avatar information from The Idea Wheel into a messaging framework using ScriptSheets:
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For example, a ScriptSheet for selling a sleep-aid looks like this:
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https://training.com.ve/ Now, you can integrate data into your ScriptSheet like: • How to identify your avatar • How to cross-sell your avatar • Your avatar’s needs and triggers
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This will show you what to use for your ad set topics and timing. For example, data for the avatar of a beach property rental company looks like this and the ad set topics and timing that can be used are shown as well:
Once you’ve completed your ScriptSheet, you can create THOUSANDS of different compelling messages.
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For example, The Meta-Message Sheet for the sleep-aid product looks like this:
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And another looks like this:
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The blank Meta-Message Sheet is here:
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Next, sequence your messages to maximize conversions. Remember that gain, then logic, then fear sequences work best. The Spade Multi-Touch Matrix lets you touch your prospect with 1,728 gain, logic, fear sequences:
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Use The Message Wheel to craft scientifically proven, irresistible, highconverting messages.
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https://training.com.ve/ As you write your message:
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1. Remember the need • Maslow’s Needs Hierarchy • Breathing, food, water, shelter, sleep, clothing, sex, safety, health, financial, friendship, intimacy, family, recognition, status, importance, respect, fame, attention, strength, competence, mastery, confidence, independence, freedom, self-actualization 2. Tie to an impacting force • Impact Factors • Time, age, affliction, new discovery, prospect, friends, family, enemies, relationship, environment, economy, government, positive value, a negative value, positive, belief, negative belief, positive action, negative action, hope, fear, avoid pain, get pleasure 3. Refer to the wanted or hated outcome 4. Choose a plot type (when telling stories) • The quest, voyage and return, comedy, tragedy, rebirth, overcoming the monster, rags to riches 5. Select a persuasive technique • Reciprocity, scarcity, authority, liking, consensus, consistency, unity 6. Frame it in one or more modalities • Visual, auditory, kinesthetic
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Using these tools you have 533,433,600 different messaging options.
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Garrett Holmes
Director of Content, DigitalMarketer
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Co-Founder & CEO, Proof
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Dave Rogenmoser
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Critical Lessons Learned from Bootstrapping Saas to Explosive Growth: A Fireside Chat with Dave Rogenmoser Session Description: Join Dave Rogenmoser, Co-Founder of Proof, and Garrett Holmes as they discuss the important lessons that Dave learned while growing a Saas company from 0 to over 3000 customers. Learn the critical areas of focus Dave and his team applied to attract their first customers, and to create a product that goes beyond product market fit. Whether you’re new to recurring revenue models or a veteran in the space, this is a session you’re not going to want to miss.
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https://training.com.ve/ Garrett Holmes: You’re on a mission to make the Internet delightfully human. What does that mean? Dave Rogenmoser: We care about 3 things at Proof: people, marketing, and software. We get excited about crafting unique online experiences at scale. GH: What sparked this? DR: Our 2 co-founders really care about people and we love software. We’ve been frustrated as marketers and wanted to treat each customer uniquely.
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GH: How do you shift from an agency to a SaaS company?
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DR: Four years ago we came to T&C, it was myself, my friend, and no clients. I learned a lot of what to do at T&C, built up this company base to 15 clients and had 6-7 employees. At the time, we were optimizing websites, getting traffic to the sites, and then converting more leads. We ended up transitioning into a coaching service—teaching people instead of doing it for them. Eventually we got tired of that, too. We weren’t crazy about the industry and we felt like we were losing out to a lot of companies who were honestly just scams. We thought, what if we created more transparency on our client’s websites?
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Two years ago we launched Proof at T&C and our conversion went from 19% to 42% and we were like, “Wow, something is here.” We initially planned to use this to sell our courses but then we realized this strategy was the product.
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GH: What is your product? DR: It’s a software tool. GH: Did you give it to other clients or friends to see if it worked for them too? DR: Yes, we knew 4 or 5 people who ran webinars and we tested it with them. We knew they would have a lot of traffic so we knew it was a good test. We found great results with all of them and we decided to host a webinar to prelaunch it. We told people about it, told them it wasn’t ready for 2 months, but if you pay $997 you’ll get first access. We sold about 40 of those and this 426
https://training.com.ve/ validated the idea to us. GH: Why did you decide to apply for Y-Combinator and go the funding route?
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DR: We decided we wanted to build something big, like $100 million in revenue a year. I think it’s easier to do that than something small because more people are willing to help. We looked at Dropbox, Airbnb, and Reddit and saw they had all come from Y-Combinator. We went to Silicon Valley and went to see if they’d help us get big. We already had money and were profitable, we just wanted to get in with that league.
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GH: You applied to Y-Combinator twice and were turned down the first time. Tell me about that experience.
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DR: At my interview, they asked me, “Hey this is cool, but how do you turn this into a billion dollar company? How are you disrupting Shopify?” And at the time I was working on setting up Stripe. I wasn’t ready. They told us to come back in 6 months. We grew to $65,000 in MRR within those months and were lucky enough that the revenue spoke for itself. That time we got in.
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GH: What did you take away from that experience?
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DR: One of the biggest things was the scale. I was sitting down with the former Head of Airbnb and he was saying, “I can see how this becomes a $10 billion dollar company but I don’t see how it can get bigger than that.” It was an interesting bar to hit because it challenged the lens I was looking through. Also, building for the customer is huge. GH: It’s better to have 100 customers who love you, then one million customers who like you. What makes you say this? DR: A million customers that like you isn’t going to scale you to the billion dollar mark. There’s going to be high churn and you’re not going to get brand ambassadors. If you study these really successful companies, they started with this hyper-niche of super engaged customers. GH: You call this concentric circles.
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https://training.com.ve/ DR: Exactly. For example, Reddit had this strategy and Facebook did as well. Facebook started as a social platform for Harvard college kids and then it blew up into this massive platform. GH: What was Proof’s concentric circles? We are social proof marketing software. So, online marketers. In many ways we could have expanded but now we own this space. Now we’re asking ourselves, “How do we go into the next concentric circle of experience-based software and become the best at it?”
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GH: Tell me more about the business lessons you’ve learned in the past few years, I’m going to mention 4. The first is to, “Find a technical cofounder who can write code.”
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DR: Almost all SaaS companies have a technical co-founder. Rarely do you hear them say they outsourced their way to success. You need them on your team, especially because this person will just care and others will clock out at 5:00 and work on it later. If the co-founder’s working on it, they will get it done.
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GH: The second is, “Don’t worry about going huge, be #1 in a specific niche.”
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DR: It comes back to the concentric circles. You need a big vision, but your strategy needs to be small. You need to know the customer you are trying to serve. GH: The third is, “Utilize advisors to get access to relationships.” DR: We were at T&C 2 years ago and realized there were like 50 people who influence the marketing space. I thought, if we can get it on their websites it can probably scale from there. We gave equity to 2 people who could network us to those influencers that we got about 48 of the 50 people in the first 4 months. The company just went wild from there. Even as we’re thinking about launching this next product, I’m asking the same question of the SaaS world.
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https://training.com.ve/ GH: Last one, “Get 10 users who totally love you by being customerobsessed.” DR: I think it’s really easy to be money-obsessed. We even fell into this and only focused on MRR. But we had to shift. You need to be customerobsessed. One thing we changed was having everyone in our company work on customer support, which includes me and the other co-founders. We call them support power hours. We need everyone in the company to have the ethos. At the end of the day, we work for our customers.
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GH: You’re talking about using your website as a funnel, what do you mean?
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DR: This was a hard lesson for me to learn. We used to create the most complex funnels ever to sell our courses but for software it didn’t work the same way. We started to drive traffic straight to our home page and look at it as the free trial being our funnel. We still have some lead magnets and we retarget people, but I started to ask other SaaS companies, was this was the best strategy? For the most part, you can run traffic to that and it works profitably. Especially for Proof, that’s a low price product, you don’t have to do anything crazy.
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GH: Walk me through Proof’s website funnel.
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DR: We have a new shift in our funnel. Let me explain. When people come to our website, they watch a free demo. Then, we ask them what industry they are in. Depending on their answer, we personalize the rest of the website and the funnel for that industry. For example, the SaaS demo page is all around SaaS and the email address is already filled in. If somebody clicks off, the next time they come on our website we say, “Welcome back” and give them an offer to sign up for a free trial instead of watching the demo video, because we know they have already watched it. GH: How do you approach MRR at Proof? DR: MRR is a lifesaver. Once you get that base, you are free to do whatever you want. And MRR compounds. When you don’t have to worry about making payroll, you can focus on the bigger picture.
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https://training.com.ve/ GH: What’s your strategy to decrease churn? DR: For us, churn has been a struggle. We’re trying to create better reporting to show our customers that it’s working. We’re also trying to work with bigger customers because they’re always moving, always growing and there’s always a chance for more. GH: If you could go back to the start of Proof knowing what you know now, what would you do differently?
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DR: I feel like a lot of software people are just really lucky. For us, it was the same. We had the right product at the right time. I think going back, we would have been more customer-obsessed from the beginning. I also built the company faster than I should have. I stopped working on the product and I was focused on building the company. It got to this point where I was so far away from the product I didn’t even know what it did anymore or what the customers were saying about it. Our shift now is to flatten the company back out, we all do everything.
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Host of HPX Podcast, The Burchard Group
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Founder, Empower You, Inc.
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How to Launch a Business Podcast and Own Your Category with “Lifestyle” Social Media Session Description: In this session, two power house influencers come together to explain how they’re dominating the influencer space with their podcasts and social media channels. Brendon Burchard interviews Julie Solomon, host of The Influencer Podcast and founder of EmpowerYou and has her spill her secrets on getting six-figure brand partnerships, launching a podcast, and Instagram must-do’s to double your engagement.
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https://training.com.ve/ Brendon Burchard: What is your brand and what do you do? Julie Solomon: When I think about my brand in terms of the journey that I’ve been on so far, it really has been about getting to know me and asking myself, “How do I get up and serve through the highest version of myself?”
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I was a book publicist for over a decade and I worked with some incredible people. I found my way to Los Angeles, got married, was pregnant, and I realized I really needed to get out and meet people. So I looked around and asked myself, “How do people meet people in Los Angeles?” I did what everyone does when they move to LA and started a blog. I was able to monetize the blog pretty efficiently. I had 10,000 followers and was landing $70,000 in partnerships.
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This is when I asked myself the question of how I was going to serve people. What was it that I really wanted to be doing? I wanted to connect with people in a powerful way that was true to me. I realized that influencers didn’t know how to work with brands and that’s why they weren’t able to get the deals that I was and I knew exactly what to do.
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BB: There are 2 ways to approach brands, you can make a pitch or start a conversation. Without the conversation, you’re in trouble. I used to read all of the press releases from a company and highlight everything the CEO said about their goals. Then, I would reach out to the company and use those exact words to start the conversation. The CEOs would say, “This is EXACTLY what we want right now!” and I acted like it was a total coincidence. JS: That’s exactly what I did. In each PR release, there is the text “for immediate release.” I went through top influencers at the time and Googled “for immediate release _____.” For example, “for immediate release Dave Ramsey.” This would lead me to the PR release and I got all of the PR contacts for those influencers. Then, I emailed all of those contacts and that’s how I got my first 20 interviews in NYC and my first PR job. BB: I want to follow up with what you said earlier about your blog. What’s a lifestyle blog and how do you monetize it? JS: When you think of lifestyle marketing, there’s no better example than the 432
https://training.com.ve/ Kardashians. They’ve built an entire enterprise off of their lives. What lifestyle bloggers are doing is sharing their lifestyle through their unique lens, for example, as a mom, as a food blogger, as a travel blogger, etc. BB: What was the lens of your blog and how did you make money? JS: It was a motherhood blog that quickly transitioned in me becoming a blogger to help bloggers monetize. I realized that my audience wanted to know how to create a business and monetize it over what baby blanket I was using.
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BB: Let’s say you’re a mommy blogger and you want to get a brand deal with Target. How does that deal work?
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JS: You have to know what the goal of the company is, in this case, Target. The first question to ask is, “Who is your audience and how does it connect with Target’s audience?” This makes sure that when you pitch them you’re coming from a place of service where you can say, “Here’s what I can provide for you, how can we make this work for both of us?”
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BB: Tell us 3 things you know about your audience that makes them want to buy from you. JS: Her name is Olivia. She’s from Atlanta, Georgia. She’s 28 years old, engaged and started out in marketing. After doing this, she felt like she needed to have more in her life and chase her own dreams. She left her corporate job and started to become an entrepreneur. For her, that meant becoming an influencer. She wanted to engage and create change in the world and serve in a way that is connective and creates a positive community. She didn’t know how she was going to do it but she knew she had to show up and start serving. She started looking for education and came across The Influencer Podcast (my podcast). I give her the tactical advice and the 433
https://training.com.ve/ mindset shifts she needs to become the influencer she wants to. It’s been amazing to walk alongside Olivia, see her invest in my programs and step into her own uniqueness. She loves to do videos on how to make certain foods… I can keep going for 10 more minutes. My goal at the end of the day is to have Olivia be able to think and serve herself so she doesn’t need me anymore.
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BB: How many of you can say THAT about your audience? Let’s talk about your podcast. How do you launch a podcast and grow it?
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JS: When I launched my podcast, I was so burnt out with the way I was working that I needed something to get my creative juices flowing again. I was throwing so much spaghetti at the wall and I was exhausted—but what was more exhausting was the thought of doing nothing. That’s when I knew that I needed something that let me redirect my energy a bit.
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Podcasts have a very low barrier of entry and a small overhead. I needed a laptop, a $100 microphone, and a quiet room.
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I batched 6 episodes with guests and aired them all at once. I publish a weekly episode every Wednesday. Three months after we started, I found 2 repetitive comments. I don’t have time to listen to a 45-minute episode, and I would like your unique perspective on topics, instead of just the guest’s. We kept the 45-minute episodes the same and kept the guests. We added a subseries to The Influencer Podcast called Influencer Insights that is 10 minutes of tactical strategy from me published every Monday morning. With the launch of Influencer Insights, we tripled my podcast downloads. I tell all listeners to take a screenshot of the episode and tag me on their Instagram story with their biggest takeaway. Then, I repost that Instagram story on my profile and this does so well. BB: What are the essential things we need to be doing on Instagram?
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https://training.com.ve/ JS: Everyone freaks out about the algorithm but if the algorithm isn’t working for you, your content isn’t working for your audience. I stopped posting on my Instagram feed completely (and to this day I post 1-2 times a month). However, I am publishing to Instagram stories, every single day. When I started doing this, my engagement doubled from 2.3% to 4.4%. I think the reason this works is because my audience really likes Instagram stories. I know this because I surveyed them and asked them what they prefer (on Instagram stories).
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When you look at a platform, look at the different ways you can use the platform that works for your audience. Let go of the idea that you have to do things a certain way.
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Ben Kniffen
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Co-Founder & President, LinkedSelling
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The 3-Pillar LinkedIn Ads System Session Description: LinkedIn can feel like the new frontier of online advertising, but it’s far more effective than you may think. Join Ben as he breaks down his 3-pillar method for creating and optimizing LinkedIn ad campaigns that will start driving leads and appointments today.
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https://training.com.ve/ Why should you be advertising on LinkedIn? • • • • • •
There are over 600+ million users on the platform 25% of adult Internet users in the US are on LinkedIn 40% of LinkedIn users check LinkedIn daily 76% of executives check LinkedIn daily It has the most affluent market There are millions of businesses on the platform
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LinkedIn ad spending is predicted to increase by 42% in 2019.
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Conversion Tracking Matched Audiences (AKA Retargeting) Sponsored InMail Lead Gen Forms Advanced Demographic Filters Website Demographics Expanded Video Ad Products Expanded Image Options (Carousel) Dynamic Ads Advanced Tracking Features Native to the Platform Interest Targeting
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• • • • • • • • • • •
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What’s changed on the platform that is getting the attention of marketers?
The 3-Pillar LinkedIn Ads System Before getting into the Ads System, follow these two steps: Step One: Take Your Facebook Campaign Step Two: Copy and Paste on LinkedIn Now, we’re ready to start The 3-Pillar LinkedIn Ads System: 437
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The Report To Appointment Funnel Campaign:
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In the RTA funnel, you want to offer a phone call as quickly as possible and market directly to your avatar. Keep your lead form driving to your website. Don’t have it send users to a third-party webpage. Make it frictionless by having it pre-populated based off of a user’s LinkedIn information and use drop down menus to fill in the other information.
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Here’s an example of a lead form:
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• It’ll cost about $4 to $8 per click • Each lead will cost about $15 to $40 • Each appointment should cost $110 to $250
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The Direct-To-Appointment Funnel Campaign:
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https://training.com.ve/ Make sure to tailor to your avatars and use video for the sponsored post. It works best because a direct-to-appointment is a big ask. Prospects resonate better with a person over an image. The copy on your ad should follow the format of, “Do you fit this profile and do you have this problem?”
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• For example, “Do you own a marketing agency and are you spending too much on Facebook ads?”
An example of the lead form for the DTA funnel looks like this:
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• It’ll cost about $7 to $12 per click • Each lead will cost $50 to $100 • Each appointment should cost $125 to $300 The Dynamic Retargeting Campaigns:
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There are two parts to this campaign: 1. Sponsored InMail 2. Dynamic Ads
The Sponsored InMail part of this campaign follows this strategy:
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This is a good route for smaller audiences. An example of InMail looks like this:
Benchmarks: • Each click costs about $0.75 to $2 442
https://training.com.ve/ • It costs about $50 for a warm lead and $100 for a cold lead The key to making LinkedIn ads work is implementing all three of these pillars at the same time.
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Businesses who should not invest in LinkedIn advertising are eCommerce platforms with low-tier product prices. You need a high-tier product and a high customer lifetime value.
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Perry Belcher
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Founder, Rival Brands
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“The Soap Opera Offer”: Discover TV’s Secret Storytelling Formula for Hooking Viewers, 3X’ing Conversions, and Driving INSANE Customer Loyalty Session Description: Those who tell the stories rule the world.” Perry has been telling stories in copy for years, selling over $400,000,000 in goods and service online alone with his unique brand or copywriting. In this session he’ll show how it works, why it works, and reveal the simple system you can follow to duplicate his success in your business.
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https://training.com.ve/ “Those who tell the stories rule the world.” When asked who would people rather have rule the world, 37% said Queen Elizabeth and 63% said J.K. Rowling. Why? Because she’s good at telling stories.
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The number 1 reason stories work in our mind is because they create a temporary suspension of belief. Your conscious mind turns off and your unconscious mind receives information without arguing. You can’t argue with a story. You can believe it or not believe it, but you can’t argue with the actual story.
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Dopamine: Makes you happy Serotonin: Makes you feel better Oxytocin: Makes you feel loved Endorphins: Makes you feel excited
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Stories stimulate chemicals in your brain:
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People want to see problems and then they want to see you solve them (and savvy marketers solve them with products).
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The Soap Opera Formula
There are 2 steps to create a successful story. Step 1: Set the Scene You have to bring customers into the scene. An interesting trick to bring people into a story is to start it in the middle of a sentence as if the reader just interrupted a conversation. This grabs the reader and yanks them into the scene.
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https://training.com.ve/ How do you set a great scene? • • • • • •
Date Time Place Senses Names Colors
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Step 2: Create the Story Arc A story arc looks like this:
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That’s what you do when you tell a story.
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The best example of this is country music, or any ballads. They always set the scene, yanking you into the song. Each verse sets the scene as you progress through the play. The chorus drives the point home.
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1. Start by establishing normality 2. Introduce the obstacle that turns the main character’s life upside down 3. Show the main character taking on the obstacle 4. Present a villian (because you need trouble) 5. Bring in a love interest 6. Show the solution to the obstacle that has been there the entire time 7. End the story Every story moves through a similar story arc. People want to hear how things went badly and what lesson was learned. Your job is to spin the lesson into the solution you’re offering. Tools for Storytelling Iamsdb.com • Script database • Download the script, print it out and read it as the movie plays 446
https://training.com.ve/ • You’ll start to see how writers create movies Trello.com • Storyboard a story out
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Naturalreader.com • Reads your writing back to you in a human voice
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Hemingwayapp.com • Tells you where your writing is loose, boring, grammatically incorrect • Writing needs to be under a fourth-grade level
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Aaron Sorkin • Masterclass on storytelling
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Brad Martineau
CEO, Sixth Division
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How to Create a Predictable Business that Is Systematic, Automatic, and Scalable Without Stumbling Through the Maze of the Strategies, Tactics, and Tech Session Description: Every entrepreneur wants a system that predictably captures leads and turns them into prospects, then into clients, and leverages automation to deliver an amazing experience for their clients. It’s totally possible, IF you can navigate the maze of strategies, tactics, and tech. Brad Martineau, CEO and Co-Founder of SixthDivision, uncovers just what it takes to actually get automation in place to build a calm, predictable revenue machine that delivers your perfect clients.
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https://training.com.ve/ There are three outcomes we want in business: 1. We want to get the right clients, and more of them 2. We want to make those clients ridiculously happy with results 3. We don’t want to unnecessarily spend time or money with either of those things To get these outcomes, you need an automatic client journey.
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Businesses focus on the front-end of their business. How can we get our product in front of people? But that’s a tiny part of the customer journey.
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Notice that I am not saying this is an AUTOMATED Client Journey, this is an AUTOMATIC client journey. This is useful for the parts of your business that require a human and cannot be automated.
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The 4 Forces of an Automatic Client Journey
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Force One: Coordinated and Crack Free Mini-Journeys The Lego Principle: When you open a Lego box, all of the legos are organized in bags The power of your business is in the ability to see the lego bags of your customer journey. These are your mini journeys. For example, a thank you page for a lead opt-in can promote an appointment. The thank you page and your lead opt-in page are the lego bags, and put together they create the final product (aka your customer journey).
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https://training.com.ve/ Force Two: Raving Fan Producing Experiences How you deliver your product matters as much if not more than what you are delivering. If customers have to second guess if they are in the right place and doing the right thing, you’re not giving them the experience that would create a raving fan. Where in your business can you upgrade the experience?
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For example, a dentist (hard product to create raving fans for) toured his office for a video advertisement to make people more comfortable with coming to the dentist. He showed the front of his business and then walked in and introduced his receptionists. When people walk into his practice, his customer’s already know who he is, trust him, and have already had a good experience without even walking through the door yet.
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Force Three: Minion Dispatching Easy Buttons
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If you’re using the automatic client journey right, you should have a bunch of minions pushing buttons for you. These minions help with the things that have to get done but don’t produce value.
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For example, at Sixth Division, one of our employees has to follow up with customers when their credit card is about to expire. We created a minion dispatching easy button that she could press that follows up with customers’ whose credit cards that are about to expire. This saves her half a day per week. Force Four: Decision Informing Report You can’t get predictability without data. Here’s how to figure out what reports you need: 1. Identify the decision that needs to be made 2. For each decision, identify what you need to know to make that decision to improve the client journey 3. Identify the reports you need in order to know the above 450
https://training.com.ve/ 4. Draw them • For example, to know what lead sources are converting best, draw it out in an excel spreadsheet A parenting solutions business was driving users into a webinar and bringing them into a program. They had a MailChimp list that was costing $4,000 a month to keep and promote to. Using decision informing reports, we found out they were spending $4,000 to produce a fraction of their scales and were able to allocate the budget to marketing strategies that are working.
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To put these four forces into action, use the three laws of building an automatic client journey:
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Law #1: Start Simple and Get Fancy Later (ONLY if necessary)
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• Organize: Seal the cracks • Optimize: Tweak and test, tweak and test, etc. • You have to have already launched the first version of your product and it has to be live and working • Customize (if necessary)
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Most people have an idea, start to implement it, and then get frusterated.
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The difference between these people and successful people is the latter follow this process: 1. Idea 2. Plan 3. Implement Law #3: Systems > Superstars Habitat for Humanity can build a neighborhood in a week because they have a system. When you can implement a machine, you can move from idea to implementation in lightning speed. This is your competitive advantage. 451
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Each business needs an architect who can create the systems that create an automatic customer journey. This means the business isn’t relying on one superstar who gets everything done. If the superstar leaves, the business continues to run as it was.
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Co-Founder & President, DigitalMarketer
Kyle Bonnstetter CEO, Change That Up
Daniel Matishak CEO, Mindable
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Chairman & CEO, Maropost
Richard Lindner
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More Engage, Less Enrage Session Description: Every communication with a customer has the potential to enhance your relationship. And it also has the potential to make each person never want to be your customer again. This panel will discuss and debate what makes some people become brand loyalists and others become ex-customers.
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https://training.com.ve/ Richard: What do you see that is working well right now on any platform? Ross: Focusing on content so that it’s engagement friendly. If people aren’t engaging with your content, you’re not setting yourself apart. Dan: Communication that is a 2-way street. Asking questions and responding back via email, phone, Messenger, etc. Once you have that conversation, the customer is worth a lot more in the long run.
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Kyle: Right out of the gate, everybody wants to make money and they try too hard sell. But, the most important thing is to build that trust and single out content, figure out your list, engage with them, and then build from there.
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Ross: Our strategy is a B2B approach.
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Richard: What are you doing to find out what people are engaging with?
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Dan: Surveying is not being used enough. Ask your customers what they want and if they like the content you are giving them. For Net Promoter scores, ask them to rate the quality of what you’re delivering. Anything between 1-6 is negative, 7-8 is neutral, 9-10 is a positive response. This is surveyed after a purchase.
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Kyle: After we’ve identified a customer, we start to segment a list out based off of the interest we have seen in our emails. Then, we use it to specialize. Richard: With email and social platforms, communication is boosting us in the algorithms. If we can get users to interact with us, by replying to emails or commenting on posts, the algorithms see our content more as conversational messages and less as marketing messages. On top of this benefit, at DigitalMarketer, we found that if we don’t get a lead to engage with our content within the first 7 days of initially opting in, there is an 80% decrease in their likelihood of having a customer lifetime value. At what point do you see this fall off?
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https://training.com.ve/ Dan: I would rather have a much smaller list that is engaged than a huge list that isn’t engaged. If we have the latter, we don’t hit their inbox, we’re going to spam. If they haven’t engaged within 30 days, we stop emailing them. Kyle: If within the first 7 days, they’re not engaged we remove them. Richard: How does engagement factor into email inboxing?
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Ross: We’re advocating for this engagement. We’ve identified our top 5 customer groups and we’re targeting them with specific types of messaging and this is across email, socials, etc.
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Richard: At DigitalMarketer, if at any point in time you don’t open or click an email, you go into a re-engagement campaign and then a winback campaign. Then, we take our most successful creative and drip that out to our unengaged list because we know it’s our absolute best piece of content. We’re seeing really good results with getting people reengaged.
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Dan: This seems to be a common theme. A lot of organizations seem to love this concept but don’t execute on it. Putting that effort into a win-back campaign is critical across any channel, not just email. What’s the point of acquiring a lead if you’re going to lose them 30 or 60 days later? You’ve already gone through all of the effort of acquiring them and each time you give them up, you’re giving up X dollars.
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Richard: How are you seeing brands engage with their database across platforms? Ross: We’re seeing some clients creating the same content across every platform and doing really well and we also see clients that create different content for platforms that are also doing really well. Kyle: I think it’s important to limit the amount of touches you have with a customer. If they are on vacation and come back to a ton of emails from you, they’re going to unsubscribe. You want to make sure you’re paying attention to those touches so you have a chance to respond and engage back with you.
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https://training.com.ve/ Richard: What are you doing to customize the frequency of messages, aka your “subscribe down” strategy? Does it have to be all messages or none? Kyle: Right out of the gate, we’ll ask them how frequently they want to be reached out to. We have a daily newsletter or they can receive it 3 times a week. The same goes for the content of the newsletter, people who don’t want to watch videos shouldn’t get videos.
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Dan: It’s also super important to switch up your content. Just make sure to switch that conversation up so people stay engaged.
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Audience Questions: How do you implement personalization with your communication?
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Kyle: We personalize our responses back to the customers who reply to our initial email. By doing this we can identify their likes and dislikes and build on the content that they are really looking for.
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Richard: We decided to make a change in the KPIs we were looking at. We’re looking at full records over contacts and full records over subscribers for both prospects and buyers. Now we can put them in high-value segments. All of our web forms are now a 4-step process. The first step is to have them fill in their first name, last name, company name, and email. Second, we have them qualify themselves by if they’re an agency owner, a marketer for another company, a newbie, business owner, etc. We use graphic icons for this. Third, we ask for the size of their team. Fourth, we move them into creating a free account. This has been working incredibly well. We see 83% of the leads who fill out the first step of the form give us a full record, 75% of the leads create a full account, and 20% upgrade from a free account to a premium account. I do believe you should ask your list to opt-in again by asking them different questions and getting him to segment themselves further so we can show 456
https://training.com.ve/ them the exact content they want. Ross: We’ll send specific content to people who are already on our list by asking them to put their email in to receive the content, even if they are already on our list. It creates this relationship of them “getting” something. Audience Questions: How are you maximizing your inbox rates? Do you recommend the CEO send emails?
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Richard: Have a brand voice so that anyone can speak to it and anybody can send the “CEO’s” email. We look at our deliverability by IP by ISP. When we’re talking about segments, we have buyer personas but also ISP. We have to make sure that we can go in and be somewhat fluid. For us, 86% of our database is Gmail, so if it goes down a bit, we feel it. If we don’t have the data to tell us that it was a deliverability problem, our copywriter will think it was the messaging and then you’re not solving the right problem.
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Ross: The big thing is understanding the metrics around it. Most people don’t know where their email is going. If you’re 99% delivered but it’s going to the junk folder, that’s not so good. The big element is investing in the tools that will show you what’s going on and give you that data so you can work backwards. Dan: My company is 100% revenue generated from email. We pay a lot of attention to it. Once we started to look at the research, we got a huge boost.
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Audience Questions: Are you all using Maropost as an email tool and how satisfied are you? Richard, Dan, Ross, and Kyle: We all use Maropost. Ross: With Maropost, the difference is they made it really easy to transfer the list over to them. Then, they helped me set up the email with brand, unsubscribe, etc. That was really helpful. Dan: It’s night and day to have somebody help you and actually explain to you what to do. With 100% of my revenue coming from email, it’s really important to have a good tool.
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https://training.com.ve/ Audience Questions: Do you have an email marketing manager that looks at the data and KPIs? Dan: Getting inbox right can be the difference between 10-20%, so yes, we have a dedicated team member to email marketing. Kyle: We spend the first hour of everyday looking through the statistics of the last send. The best copy in the world can’t help you if you don’t know your open rates and deliverability.
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Ross: The metrics are such an important piece. If you have an easier way of looking at those, so you don’t have to hire a full-time employee, figure out how to do it.
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Audience Questions: When are we going to see dynamic insertions and full functionality in email?
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Dan: We have that now. The method that you are using is a little different, you’re controlling it through an API. For most of our customers, we have the ability for them to create those content pieces, control the time frame of it, and change it with time. If you want to do that through the backend, it’s going live in 2 weeks. Audience Questions: How do you move customers from first-time buyer to brand promoter?
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Kyle: As soon as someone makes a purchase, we follow up with something free for them (like a free report). This adds that value and gives them another reason to continue to receive your emails and buy from you because they know they’re going to get taken care of. This is also a totally different email series that is constantly following up with them. Ross: I recommend making a customer journey for after the sale.
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Stalco, Inc.
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Entrepreneur & Investor
Steven Page
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Dan Carnat
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Secrets of eCommerce Giants: How to Eliminate 100% of Your Duty Costs and Save (Literally) Millions Per Year (PLUS the Keys to Breaking Into the Canadian Market) Session Description: This talk covers a simple, compliant and easy method for ecCommerce brand owners to eliminate 100% of the duty costs associated with importing products from overseas. Bonus content: An actionable strategy covering the logistics of selling your products into the Canadian marketplace and growing your business by 10%.
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https://training.com.ve/ Duty Drawback Program There is a methodology you can utilize to effectively service your US customers and eliminate your duty costs. When you import products to the US:
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• You pay duty when the goods land • The amount of duty paid is based on our COGs multiplied by your duty rate • If you don’t pay this duty, you can go to jail
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How To Eliminate Your Duty Cost
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• Import your inventory from overseas to Canada • Duty is paid to the Canadian Government upon import, based on the Canadian duty rate • Pick, pack, and ship directly to your US customers under Section 321 Customs Clearance • Under Section 321, US consumers can import up to $800/shipment free of duty, brokerage, and sales tax. • Once your customer orders are shipped to the US, you claim back all duties paid in Canada
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Wait until all of the items have been cleared and shipped to the US, then file the duty drawback. Sixty days after you’ve filed, you’ll get your drawback. Does this slow down shipping?
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We pick, pack, and process to make sure that all orders received by 9 a.m. are on the truck to the US. It takes the truck one hour to get to the Canada/ US border and then all of the boxes are brought to the US carriers (FedEx, UPS, USPS, etc.) by that afternoon. We are on the same schedule as any US shipping company so we don’t lose any time by being over the border. Are there problems with getting products through customs? We’ve never had a truck get stopped at the border. We do a truck preclearance and have all of the paperwork completed ahead of time to move the process as quickly as possible. Are there any products that can’t use this Duty Drawback Program? 461
https://training.com.ve/ Anything you can ship out of the US can cross the border. Every now and then lithium batteries have different regulations, but this is rare. Fast Track to The Canadian Market Benefits of Canada:
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Shares the largest unprotected border with the US Free trade between countries No language barrier Similar customer profile as the US Cross-border media influence—same TV/media Over 35 million people 64% are affluent/have disposable income Strong economy Strong demand for international products eCommerce market is booming Canadians are connected online
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According to the US Embassy of Ottawa, Canadians trade more than $2 Billion per day on U.S. goods and services.
Cross border logistics (trucking, customs clearance, duties) Different currency Different regulatory—Health Canada Sales tax procedures Packaging compliance (labeling, layout and info/bi-lingual)
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The Differences Between the Canadian Market and US Market
Drawbacks of Shipping from the US to Canada • Risk of products being stopped at the border • Risk of Health and Beauty Products non-compliance • Long delivery times 462
https://training.com.ve/ • Surprise tax, duty, and customs fees upon delivery • It’s really easy to avoid this • Cross border shipping is expensive • Lack of tracking visibility • High return and refusal rates (irritated customers and chargebacks) Benefits of In-Country Fulfillment
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2-5 day fully-tracked delivery No surprise fees for the customer No border delays Better customer experience
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In-Country Fulfillment Implementation
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If you’re looking for a Canadian partner, they need to:
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• Pick up your goods and import your products across the border and through customs directly to their facility • Integrate with your CRM to receive order files • Pick, pack, and ship your goods the same day orders are received
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Questions to Ask your Fulfillment Partner 1. What are their shipping rates? • Canada Post is negotiable—if you ship more products, you’ll get the best rate 2. Are they big enough to handle large order volume fluctuations? 3. Do they have a compliance team? 4. Do they have products on-demand and can they label for you? Frequently Asked Questions: Do I have to charge sales tax to my Canadian customers if I’m a US business? 463
https://training.com.ve/ Yes, you have to charge sales taxes. Canadians are totally used to paying this sales tax. Do I have to register with the Canadian Government? Is it complicated? Yes, you can register through telephone or fax machine. You get a registration number and then you’re set up to collect. Do Canadian shipments have full tracking?
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Are all kinds of products allowed in Canada?
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Yes, Canada Post is the dominant carrier for home delivery in Canada.
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Generally, what you can sell in the US you can sell in Canada, aside from Health and Beauty. That is not as easy to ship and sell to Canadian customers because it has to go through a licensing and registration process. The facility you work with also has to have a license.
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Garrett Holmes
Director of Content, DigitalMarketer
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CEO, Wicked Reports
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Scott Desgrosseilliers
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Shocking Lessons from $1.3 Billion in Ad Spend: A Fireside Chat with Scott Desgrosseilliers Session Description: Join Scott Desgrosseilliers (DA-GROW-C-A), CEO of Wicked Reports, and Garrett Holmes as they sit down to discuss some of the biggest insights Scott and his team have pulled together after analyzing $1.3 Billion in ad spend across Facebook and Google. Arm yourself with some of the most eye-opening advertising insights of 2019 so that you never walk blindly into an ad campaign again. If you or your business runs ads on Facebook or Google, then this session is a must see!
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https://training.com.ve/ You got kicked out of a fantasy baseball draft when you were 15 for running the numbers on the players. What happened there? I built a spreadsheet for my baseball coach and at the draft I advised him on who to bid and not bid on based off of my stats. He ended up winning and then they banned computers from the draft, haha. You run The Modern Entrepreneur Podcast. In one episode you said, “I love to use data to solve puzzles.” What does that mean?
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I took The Passion Test a really long time ago when I was irritated with corporate life. I realized that I love to play games and am really competitive, but when I dug into it I loved using data to win. That’s just how my brain is wired. I know a data model and how to apply data to systems and this is what marketing has moved to, especially with AI.
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What was it like to go out and launch Wicked Reports? How did you build the company and grow it to where it is today?
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My friend runs getmainelobster.com and at the time he had a $4,000 ad budget that he used on Facebook. He got a ton of clicks but people didn’t buy it. The product was $200 and it was a hard process to buy it, they had to call and schedule and it was complicated. I wanted to test out a theory. At the time everyone was hating on New England sports teams, which is just baffling ;).
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The idea was, we think women are doing the meal planning and are going to try to buy the lobsters. From his order time stats, a lot of the buying was happening Monday at noon. The online behavior was different than offline behavior. So, we tested our theory that women who like the New England Patriots and the Red Sox are nostalgic for Maine Lobsters. We ran a campaign targeting this demographic and waited a few months to see if it worked. At first, it really didn’t. Three months after our launch he made $10 for every $1 on his campaign. I presented this to Infusionsoft Masterminds and it went crazy. We slowly learned how to get faster, easier, and quicker to profit. You’ve said, “The concept of time messes with our version of success.” 466
https://training.com.ve/ What does this mean? When people look at reports, they look at a snapshot of a certain point in time. The marketing brought in is a different timeline with where they are with your brand. You have to keep this in mind when you’re judging your marketing and targeting. You have to measure the results based off of where people are in the customer journey.
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The other part is with lifetime value. The compound value of people who are paying you is pretty astronomical. When you’re trying to break even really fast, you lose sight of what’s really happening. You get compound gains if you look at it over a longer time frame.
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You’ve spent $1.3 billion in ad spend. That’s a lot.
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Our average spend is $40,000 a month but then we have higher paying clients and lower paying clients. It’s all trends. Things evolve over time and we can use trends as a guide and then test the results to try to be better than average as many times as possible. We don’t know if we’ve improved if we haven’t measured it.
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I’m going to give you some statistics and I want your opinion on them. First one, the average Facebook campaign doesn’t make money and less than half have a positive ROI over time.
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We looked at 30,000 campaigns that we had tracked and less than half of them ever end up having a positive ROI. This speaks to the fact that we have to be testing a lot. You have to test different ideas to different parts of the customer journey and understand it will take time. The average Facebook campaign makes 1,500% more revenue on Day 30 than Day 1. You have to take a longer look at the revenue you’re bringing in. You can kill campaigns if you’re looking at profit numbers too soon. Adwords campaigns are also much more successful with time, with earnings per lead growing by 174% by day 16.
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https://training.com.ve/ What we’ve seen is that people tend to make more money per lead on Google over time. Part of this is that people are searching for a specific solution versus just scrolling through family pictures on Facebook. The average Google campaign makes money in 14 days.
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Two reasons, the bottom of the funnel mentioned above and Google’s AI. Google knows a lot of things about you. They know where you’re browsing, your email, what you’re watching on YouTube, etc. They’ve made it very easy with their AI machine learning to act on a smaller amount of signals. People who hang in there with Google tend to be more profitable due to the strength of their platform.
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The average Adwords campaign makes 3,300% more revenue on Day 30 than day 1.
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I was blown away by this. When targeting gets a hold of a good offer, it can start to take off because it’s learned all of the different signals that leads a prospect to be a buyer.
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Of all of these crazy statistics, what are some of the biggest conclusions you’ve drawn?
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Measuring what works in a way that you can verify really matters. Facebook and Google are both going to take full credit for conversions and it’s your job to figure out who really created that conversion. These platforms aren’t built to scale your marketing across multi-channels. They are trying to get you to scale on their platforms only. For example, you need to measure your CRM too. Also, the intent of your marketing determines how you should track things. If you’re trying to find new leads that buy, the way to measure this is by asking, “What got them in my CRM the very first time?” Because that’s how you got the lead. Then, you talk to them in different ways depending on where they are in the journey. How much of a role do you see AI playing in the success of campaigns in the future?
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https://training.com.ve/ I think the theme of T&C next year will be AI. It’s here. The big brands are using AI to compete with their competitors. Google says AI is winning over half of the time already without any customization. That’s already better than a coin flip. The only way for it to get smarter is with data and so...it’s only going to get better. Who’s smarter, AI or humans?
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If AI has the right training, it’s better at certain things. If it’s a repeatable thing you have to watch all the time, it’s better. If you have to look at targeting and relationships, it’s better. It’s not better at offers or knowing how to speak to someone based on where they are in your funnel.
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The marketing of the future is you getting great at strategies, then uploading that to the machine and letting it determine the rest for you.
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When do you know if you should terminate an ad or wait longer for it to be successful?
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It’s very personal to your business and your buyer’s cycle. If you have a 30-day cycle and you run ads for a week, then you have to keep going. If those ads aren’t getting any leads in 7 days, then it’s a dud. But if it’s not, then you have to let it run through its cycle to see if it’s working.
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What was the biggest acquisition win for Wicked Reports in 2018?
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It was being education-based, which isn’t anything novel. We switched from trying to create flash sales or offers and provided valuable content. When we used flash sales and offers, we attracted more leads but those weren’t great customers. Also with onboarding, we now provide heavy support during the first 90 days so people know what to do with the data. What is something you’ll never do again that you learned from 2018? I made a huge mistake of not running my pricing strategy through my entire team. It’s tricky in this business and it was definitely a mistake. We needed to price in support without running in the red and it was hard. In the end, we decided on results-based pricing where we only make more money if our customers make more money. 469
https://training.com.ve/ Where is the first place to start if you can’t get a positive ROI on Facebook or Google?
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It depends on 2 factors: how much you’re spending and how many sales a month you get. Let’s say you spend $10,000 a month and you get 2 sales a day. The first thing I would do is (shocker) put tracking in place. The second thing I would do is split test strategically based off of where people are in the customer funnel.
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Dave Hollis
Host of HPX Podcast, The Burchard Group
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CEO, The Hollis Co.
Brendon Burchard
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Why Starting Late (with the Right Marketing Strategies) Can Be an Advantage for Influencers Session Description: Dave Hollis left his job as the Head of Sales at Disney to work with his wife Rachel Hollis, best-selling author of Girl, Wash Your Face. In the past eighteen months they have sold out products, stages, and created a seven-figure documentary that is available on Amazon. Here’s what’s working for Dave in business right now, what’s not working, and how he and Rachel have created a healthy collaborative business relationship.
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https://training.com.ve/ Tell us how you decided to leave your job as an executive at Disney and go all in on your wife, Rachel Hollis’ brand? Throughout my career I’ve had the benefit of incredible timing. I started at Century Fox and worked on X-Files and launched That 70’s Show, I worked for Columbia Records and helped them promote Destiny’s Child. Coming into Disney, I became the Head of Sales for the movie business a year after they acquired Pixar. But, there was something in me that wanted to be challenged without the strength of the brand helping the success of sales.
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At the same time, my wife had spent fifteen years of time building something that would have her at the tipping point at what would become the past eighteen months of our life.
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I had this existential crisis that allowed me to come in and partner with her. Her creative vision is what has fueled all of this, and I took over the operations of the business. Of course, it was scary because I was asking myself, “What is my why?” If you’re not waking up on fire for the thing that you’re marketing, you’ll get to a point where it’s not worth doing what you need to do.
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My greatest fear is not living up to my potential. I saw the opportunity of something we could build together, and that lit me up.
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It took us a year to sell 800 tickets initially and we just sold a 7,000 person stadium in two and a half hours. We’ve always had confidence in the product, the vision, and the why.
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How did you go through the onboarding process of working with a spouse? We’re still working through it, and it’s been ten months. Each month is better and better. It’s never been bad, but it’s been a learning experience. There were fifteen years of sweat equity that had been put into this from Rachel, and the decision to give away that CEO position is not easy. We are taking off because of the hard work Rachel has put in and she is entirely the reason for this success. I also come from a corporate background, and I’m used to having people immediately fix things and have an informed recommendation of what to do 472
https://training.com.ve/ to solve any problems. Now our team of twenty-two doesn’t have the benefit of analysts or all of these extra people. I initially walked in thinking that what had worked in the corporate world would work in this one. That wasn’t even close to true. Here, I have to learn how to do every single thing. I’m unlearning twenty years of muscle memory. If you’re operating in a business and you can’t do every job of every employee, that is where you are going to have problems in your business.
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We have become undeniably comfortable with how our personalities intersect. We understand each others’ love languages and how our wiring determines how we should communicate with each other. There is a power of creating frequency of very direct conversation when something isn’t going well in a relationship to cut it off immediately. At the start of this, these conversations were regular. We had to choose, what is more important: the mission we are on or our pride? The mission or pent up resentment?
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We went out to celebrate on the night that Girl, Wash Your Face sold a million copies, and we went to our favorite restaurant. At that dinner, we were having a real-time business problem with decisions that I had made about sourcing product for our journals. Our journals were all messed up in how they were getting shipped to customers. We processed that conversation while a waiter was asking us what we wanted for dinner. Our willingness to disrupt celebration for the benefit of fixing a problem, maturely and directly, is what is making our brand work so well. You just wrote your first book, where did the idea come from? I was a skeptic to personal development a few years ago. I had a limiting belief that self help is for broken people. The idea of me preaching to people to reach for their dreams was an inauthentic representation of who I am and the journey I’ve had. The change has been being really comfortable with being authentic and transparent about who I am. I still have to use extrinsic motivation to light my intrinsic motivation. I identify and admit all of the things that I believe get in my way and expose myself to 473
https://training.com.ve/ strangers on the regular all in the hope of helping somebody. The difference in how I step into this space is as a person who is struggling to figure this out, not the person who has it all figured out. It’s the authenticity of running a business with my wife, raising our kids, and doing it publicly. What’s something that you feel like is working really well for you?
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The business is working. We’ve tried to be intentional with how we’re bringing products and supplementing product with massive amounts of value to create the type of momentum that creates the engagement and traction that we’re seeing.
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We finished last year with 90 days of free content. Social posts, Facebook Lives, podcasts, etc. We knew that coming to the new year we were bringing the documentary to movie theaters to give the feeling of what it was like to be at the live event. Driving people to that experience was an ask from her fan base all based off of a campaign we ran all year: New Year, Do You.
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It was not intentional that after the credits we showed a free coaching session from Rachel. We had 9,000 students sign up for our first coaching session. In the coaching we talked about her upcoming conference. The conference sold out. Stack, stack, stack, stack.
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Every interaction you have with your customers is like going to the bank, either you’re depositing or withdrawing. You want to have the largest equity with the customer that you can have. What’s not working right now? We’re struggling right now to turn off. The things we said yes to 18 months ago are reflected in our calendar right now. We operated out of a scarcity mentality and we rushed into a lot of deals we wouldn’t agree to now. We are in a completely different mindset now with how we evaluate who we want to be in partnerships with. We’re learning how to say “no.”
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https://training.com.ve/ What are two things you’d tell somebody who is about to build a new brand? The first is, if you’re not asking “How can I create a relationship that is value centered?” you will not be valued and they will not be your customer. On our podcast, we have five episodes for the first five chapters of Girl, Wash Your Face. For people who can’t afford the journal, we have Rachel explain exactly how to use it so they can use any piece of paper to do the same journal practices.
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If you are delivering value on the regular, your customer will associate value with you—and it’s going to take time. It took her fifteen years to get this much support.
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The second is, the biggest mistake you can make is deciding what somebody else is teaching you is exactly what you need in your business. That’s not true. You know what’s best in your business. Take the things that you’ve learned that will work for your community.
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Rachel Hollis
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Founder & CCO, The Hollis Co.
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Closing Keynote: 5 Things I Wish I Would’ve Known Eight Years Ago Session Description: In her Day Two Closing Keynote, New York Times Bestselling author of Girl, Wash Your Face talks about the five lessons that would have catalyzed the growth of her business and helped her find peace of mind as she was at the start of her entrepreneurial journey. She’ll talk about the reason she’s asked to give closing keynote speeches now and give the truth as to why you’re not the one on that stage (yet!).
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https://training.com.ve/ If you’re not where you want to be, it’s because you’re not ready. I’ve always wanted to be a published, successful author. A decade ago I was frustrated that I wasn’t one. I had this chip on my shoulder that I knew everything and it was THEM (publishers) that weren’t believing in me and not the other way around.
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The truth is, I wasn’t ready to be a published, successful author. I couldn’t pull off what I am now. Even though I still feel like I’m building an airplane as it’s flying through the air, I’m much more prepared and capable of building this airplane now than I was a decade ago.
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If you don’t have the success that you want, it’s simply because you aren’t ready for it yet. And it’s not a bad thing. There is power in not being ready... yet.
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Yet is the promise. Yet means something can happen. Yet means that you can take the tools that you’ve learned at T&C and make something special happen. But first, you have to change your mindset and understand that it will take time. And if you’re not okay with it taking time, then you don’t deserve to be successful.
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I was the problem.
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You need at least 2 years to build whatever it is that you want to build. If you have the patience to live through these 2 years and to grow yourself into the person who CAN handle the success, you’ll be one of the people who make it.
Every single problem in a business is the result of the person at the top, either because you don’t have the skills or knowledge to get the company to the next level or you put people in a position of power that are not the right fit. I never wanted to admit that I didn’t know what I was doing when it came to business. For the longest time, I hovered right underneath a one million dollar revenue because I was scared. There is a psychology behind why we hover at big money milestones. We feel like we’re not enough to be the person that makes that much money. 477
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We all have our own brand of not enough. I usually speak to women and women really live in this feeling of not enough, but guys have it to. We come up with our version of not enough and use it as the reason for why we’re not where we want to be. My personal brand of not enough is that I wasn’t smart enough. I believed that I wasn’t smart enough to have a successful business that I signed up for Harvard Business school online. Guess what I learned? How to get A’s on tests. Guess what I didn’t learn? How to run a business.
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I quit and figured out, the way to learn how to run a business today is to go online and attend conferences. Find every free or inexpensive resource that will teach you everything that you want to know. I’ll talk more about this later.
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Don’t believe the hype.
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I hate the term “Fake it until you make it.” There are so many people obsessing over their Instagram followers. I promise you, you are obsessing over influencers who have one million followers and are totally broke. Your followers don’t mean anything. What you can do with followers means something.
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It doesn’t matter if you have the largest platform in the world, if you can’t do anything with it then you’re broke.
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If you want to be successful, you have to keep your eyes on your own paper. Stop looking at what she is doing or what they are doing. We keep thinking we need to do what everyone else is doing but it not only confuses us— it distracts us from what’s working in our business because we’re so busy focused on what is working for everybody else. Every single time we compare ourselves, we are robbing ourselves of motivation, slowing down our timeline, and taking our eyes off of the thing that actually works. Don’t believe the hype—DO YOU! It’s not about you, it’s about your customer. 478
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If your social platforms aren’t scaling, there is a simple solution. Stop making content that is centered around you and start making content centered around your customer. When I flipped my business in this way, everything exploded. Now every piece of content that I make is directly for her (my customer avatar).
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For example, I posted a picture of my stretch marks in 2015 and it went viral. Why? That picture was posted so that my customer avatar felt seen. She’s a mom, she has stretch marks and now—because of me—she felt seen. And she wasn’t the only one.
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Our customer’s don’t care that we are launching a new product. They care about how we are serving them. How do I make this for them? How do I serve them? How do I show up for them?
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Jab, jab, jab x 150 and then right hook. What’s the right hook? Find the question that you have been asked 25+ times and then create a product around it.
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It’s not who you know, it’s what you know and how badly you want to know it.
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Why am I on this stage instead of the others who want to be in my place? I’m on this stage because I wanted it more. I can’t tell you how many times life has kicked the crap out of me in the last fifteen years and yet, I’m still here.
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Every single thing that I know, I taught myself using free books and Google search. Still, to this day, I know that I can figure anything out and… I will ALWAYS figure it out. I have never taken a writing class. I learned to write by reading other people’s work and being willing to suck along the way. Most of you won’t try to learn new things because you’re afraid you’re going to suck. Well, you are going to suck. Every time you try something new you’re going to be awful. Do you have so much pride that you’re not willing to be awful? Last year my company grew by 500%. All from a girl with a high school diploma.
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https://training.com.ve/ “Be so good, they can’t ignore you.” —Steve Martin Eight years ago, I told myself “Put your head down and do the work.” I put my head down and I kept coming back again and again no matter how much life kicked me back down. I realized that the only thing that couldn’t be taken away from me is my effort to learn what I needed to know and my willingness to work for it. Everything you want to do exists on the Internet for free. Your ignorance is a choice.
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“If it was easy, everyone would do it.”
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You know what to do, you just don’t want to do it because it’s hard. But guess what? If you want to live a life that is bigger, better, and more impactful than other people, you’re going to have to do the grunt work in a way that they won’t.
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Show up for your life.
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This is not easy work. We aren’t trying to build something small. You are going to fail again, and again, and again. And you are going to stand back up because the difference between where you are and where you want to be is your willingness to keep fighting for it.
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Chris Mercer
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Co-Founder, MeasurementMarketing.io
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7 Numbers for Marketers Who Hate Numbers (What They Mean, What to Do With Them, and Why Facebook & Google Never Agree On Them) Session Description: Not a numbers person? We get it! But, knowing your numbers is still a must for any marketer. Fortunately, there are shortcuts you can take. Join Mercer from MeasurementMarketing. io, for this interactive, easy-to-follow session and leave knowing exactly which numbers you must know and how to use them to really move the needle! You’ll never look at your numbers the same way again...
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https://training.com.ve/ The Measurement Marketing Framework Step #1: Planning • What questions do I need to ask? • What am I going to do with those answers? • What is that going to look like in a report? Step #2: Building
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• Setting up the analytics on your website and social platforms • Analytics • Google Tag Manager
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Step #4: Forecasting
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• Google Data Studios • Spreadsheets • Analytics
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Step #3: Reporting
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• When you know the numbers from your reports, you can begin to forecast • Instead of saying, “I’m going to make $10,000 next week,” You can say, “Here is how I am going to make $10,000 next week.” Step #5: Optimizing
• Measure actual traffic to see if you hit your goals or not and what you can do to hit them/increase your next goal • For example, the goal of $10,000 in a week Here’s the truth about numbers: they don’t actually matter. Here’s the truth about people: they don’t matter either. What matters to you as a measurement marketer is one thing: behaviors.
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https://training.com.ve/ Behaviors can be: • • • •
Measured Predicted Forecasted Optimized
There are 2 types of numbers to focus on (and you need to have both):
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Result Numbers:
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• How many leads? • How many transactions?
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How Numbers:
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• How did we actually get leads? • How many people saw the product details? • How many people paid for fulfillment?
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When you combine these numbers you get something special...A STORY! Your numbers desperately want to tell you a story. What does your story give you? The answers you need.
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1st Number: The Steering Wheel The 1st number is “The Steering Wheel.” It’s the number of times you can make a decision to improve your business. • How many times do you ask your numbers for their story? • This sounds weird, but your company is communicating to you through these numbers • If you listen, you’ll hear the story ;) • This number tells you if you should turn the steering wheel left or right • What direction do you need to go to in order to reach your goals?
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https://training.com.ve/ • Be prepared, some stories are great…but other stories are disappointing • As long as the story is useful, you’re getting what you want from your numbers • If you want to feel confused, frustrated and overwhelmed, swan-dive into your analytics without a question • If you DON’T want to feel like this, go in with a question first • This makes the stories more simple and obvious • For example, “How many purchases did I have last week and how did the breakdown of my funnel work?”
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2nd Number: The Success Ticket
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The 2nd number is “The Success Ticket.” It’s the number of different ways you can get your win (woo hoo!). • How many paths to success do you have?
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3rd Number: The Crystal Ball
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The 3rd number is “The Crystal Ball.” It’s the number that measures confidence and helps you achieve your goals.
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• It gives your “gut instinct” a say • It will help you predict your most likely future result • For example, let’s say your goal is $10,000 in X timeline • You have 3 funnels. Funnel A generates $3,000, Funnel B generates $2,000 and Funnel C generates $5,000 • On a scale of 1-9 how confident are you that this is going to really happen? • Funnel A? 60% chance it happens • Funnel B? 40% chance it happens • Funnel C? 90% chance it happens • Now, multiply “confidence” by how much money each funnel generates • Funnel A: $3,000 x 60% = 1,800 • Funnel B: $2,000 x 40% = 800 • Funnel C: $5,000 x 90%= $4,500 484
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4th Number: The Needy Number
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• Total: $7,100 • You’re not going to meet your goal BUT you can create more paths to success that help you reach it • Ask yourself, “What other paths of success can I add to each funnel to help me hit the $10,000 mark?” • Funnel A: $5,500 x 40% = $2,200 • Ask yourself, “How do I get from $3,000 to $5,500? • Funnel B: $3,500 x 80% = $2,800 • Funnel C: $9,000 x 60% = $5,400 • Total: $10,400 • This forces you to think about your company and the actions you can take to get results in a completely new way
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Let’s say you have this flow:
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The 4th number is “The Needy Number,” also known as your KPIs.
The opt-in rate for 1,000 viewers is 25%. Of those 25%, 10% take the offer. And of those 10%, 20% purchase. This gives us a conversion rate of 0.5%. 485
https://training.com.ve/ What’s the KPI here (what number needs the most help)? The 20% purchase. Let’s say we’re able to bump the conversion rate up to 2%. Now what do we do? Go scale!...no. We ask, why is this working?
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Imagine our numbers now look like this:
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This audience should be 25-35% on the opt-in, but we only have 10%. We need to widen up our opt-in because we’re missing a lot of leads there. Now, let’s say our numbers look like this:
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Now, we have something that we can scale because our “needy” number is the amount of traffic we’re bringing in. If we bring in more traffic, we know exactly what is going to happen and what our conversion rate will be.
5th Number: The Treasure Map
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The 5th number is “The Treasure Map,” It measures how your customers know, like and trust you.
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• It’s how you get to the goal you are looking to reach • There are 3 segments to this number: • Aware › People know who you are • Engage › People like you • Close › People trust you • Measure out what each segment means for you by behavior • What is a behavior that somebody who knew about my brand would leave behind? • What is the behavior somebody who likes me would leave behind? • What is the behavior somebody who trusts me would leave behind? • Now you can forecast out what is going to happen next week 487
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One of the main benefits of Facebook Analytics can be used with this number. For example, an awareness behavior would be people coming on to a Facebook page. Now, use Tag Manager to tag anybody who lands on your page and stays on the page for 10 seconds. Have Tag Manager tell Facebook that they need to be considered segmented as “exposed.” Anybody who stays on the page for longer than 10 seconds gets segmented into “aware.” If these users scroll down to the halfway point of the landing page within X amount of minutes (so we know they aren’t skimming, they’re reading and thinking about what they’re seeing) they are now segmented as “engaged.” These are the people we want to retarget to. Then, they become a lead and then, they can become buyers. Facebook Analytics can tell you how the funnel did and tell you the conversion rate.
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6th Number: The Seedling
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The 6th number is “The Seedling.” This is how much it costs to “grow” a customer (also can be called your CPA).
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• How much did you spend divided by how many people purchased is how much it costs you to “grow” a customer.
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7th Number: The Fruit
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The 7th number is “The Fruit.” It’s measuring how much you’re getting back and when you’re getting it back (also known as velocity of return (VOR)). This is our version of the customer lifetime value (LTV). In Google Analytics, you can use a custom dimension. When a user becomes a lead, we log that as Day 0 and then track the velocity of return throughout our interaction with them. Let’s assume it costs us $15,000 to get the below result. Is it a good result or a bad result? Even though it’s profitable, we have to risk our money in Facebook’s hands for 60 days before we get our money back. 489
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If we spent $5,000 to get the same result, is this a good buy? Yes, because we only give Facebook our money for 30 days instead sixty.
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https://training.com.ve/ Bonus Number: The Leash The Bonus Number: “The Leash.” It connects Facebook and Google together and is your attribution window (every ad platform has this). By default, attribution determines how Facebook measures actions that result from your ads. Essentially this is Facebook and Google taking credit for the conversion. It’s a setting that comes with defaults but can (and should!) be adjusted.
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Let’s say you have a Facebook to Google to purchase path. Each platform is going to tell you they were the one that created the purchase, which will make you double up on how many purchases you actually had.
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Facebook’s default attribution window is 28 days and Google’s is 6 months. So if you get a purchase through this pipeline within a 28-day span, Facebook and Google are going to take credit for the sale. Any purchase past 28 days and under 6 months, is going to be attributed to Google.
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The fix for this is to measure each platform’s goal. For example, Facebook’s goal may be to create awareness, not closing. But Google’s will be to make the final close.
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Now you can adjust the attribution window depending on the job of the platform. For example, it doesn’t take 28 days for you to get awareness via Facebook, so you can narrow down the attribution to 7 days and get the correct number. Let your numbers tell you the story of your pipeline so you can plan, build, report, forecast, and optimize your customer journey.
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Co-Founder & CMO, School of Bots
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The 6-Step Chatbot Campaign Formula That Will Double Your Traffic and Conversions Session Description: More than 2 billion messages are exchanged on Facebook Messenger between businesses and users every single month. If you aren’t taking advantage of Messenger as a communication, marketing, and sales channel for your business, you’re missing out big-time. Co-founder Natasha Takahashi will share the 6-step Messenger bot campaign formula that has generated predictable, consistent results for 90+ clients (including a $48,000 product launch in 14 days with a bot and no paid ads.) You’ll be ready to create a high-converting chatbot campaign IMMEDIATELY and walk away with an actionable formula for your business.
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https://training.com.ve/ There are 1.4 billion users on Facebook Messenger, and 2 billion messages are sent between businesses and Facebook users every month. Consumer Trends x Chatbots • Consumers hate fluffy content • Consumers want to engage • Consumers want convenience, relatability, and cleverness
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Step One: Generate Traffic from An Entry Point
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The 6-Step Chatbot Campaign Formula
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An entry point is all of the places that prospects can opt-in to receive messages from your Chatbot.
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Users can opt-in through a Facebook Post
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• Users comment under the Facebook post to receive a message from that Facebook page • As a marketer or business, make sure you are explicitly telling users they will receive a message from your page if they comment below • This is part of Facebook’s policy
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Users Can Click to Receive a Messenger Message • When you click on a Facebook ad button, it usually takes you to the business’s website • This click option sends the user a Messenger message instead Users Can Be Shown A Sponsored Message • Designed for reengaging an audience or for uploaded lists • Don’t use for cold traffic
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https://training.com.ve/ Users Can Be Messaged as Part of Your Existing List • If the user is already on your email list, they can be uploaded to Facebook and nurtured through Messenger • Use this as a way to reengage users with offers the same way you would send an email to an email list Users Can Click an Opt-in Button
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• The button acts just as an email form opt-in button • The button can say, “Send to Messenger,” “Receive X Freebie,” etc. • ManyChat has this feature integrated
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Users Can Talk with A Website Widget/Plugin
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• The widget/plugin lives in the bottom left or right corner of your website • It delivers an automated message to website users • It will notify a customer support associate if the user asks a question too complicated for the chatbot to answer • Gives the user the option to send a transcription of the conversation Step Two: Value Exchange or Promise of Value
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• Offer something of value to the audience in return for being able to message them on Messenger • For example, A free PDF, being able to join a 3-day challenge, etc. • Hack: Repurpose existing content • Be very clear when instructing the user what action you want them to take Step Three: Capture Additional Contact Details You don’t own your Messenger list so it’s very important to control as many touch points as possible. Bots can be shut down and you would lose access to the list you’ve spent time and money building (no!!!).
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• Motivate them to give you their email address by giving them: • A gift or freebie • Saying, “In order to sign up for freebie X, I need your email address so I can send you it.” • Get their phone number (if it’s useful for you) • Get them to segment themselves • For example, a real estate company wants to know “Do you want to buy a home or sell a home?” • Tools like Zapier will send that information to your email marketing platform of choice, CRM and SMS text platform
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Step Four: Another Value Exchange and Organic Referral
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Offer an exclusive piece of content and then place a “share” button for them to share the content with their friends.
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• Viral Loops is a tool that lets you track this data • People tend to share this content with more than one friend
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Introduce the product offer and be ready to follow up Use urgency if necessary Include social proof For the people who buy: Great For the people who don’t buy create a bot to human hand off • Have a customer support member join the conversation and answer all of the questions that are making the prospect hesitate on purchasing • If they purchase: Great • If they don’t purchase: Continue to nurture them
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• • • • •
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Follow the 24 + 1 Facebook Policy • This is Facebook Messenger’s policy to keep you from spamming users • As soon as a user interacts with a chatbot there is a 24 hour timer where 495
https://training.com.ve/ they can only receive 4 promotional messages • You can send non-promotional messages with freebies, content, etc. • If they continue to ignore the chatbot (even if they opened the message), Facebook stops you from messaging them Step Six: Nurture Buyers and Prospects
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• Continue to create opportunities to continue the user’s conversation with your chatbot • Ask if you can notify them the next time you have a challenge, new content, new video, etc. • Use steps 1-4 to re-engage them
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Michael King
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Founder, LASIK Marketing Agency
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[CASE STUDY] Learn the AdWords Strategies Our Two Agencies Deployed to Increase a Single Client’s Revenue by $1.3MM in 10 months Session Description: Michael King gives a behind the scenes look at the simple 5-step full funnel strategy his agency used to increase one client’s overall conversions by 79%. You’ll also learn how you can take this strategy to create your own predictable traffic system so you too can land more high-ticket retainer clients.
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https://training.com.ve/ The most important thing you can do for your clients is to create a predictable way to get sales. We do this by looking at the FULL customer journey so we can better convert prospects into cash. Let’s say we were going to go on a fishing trip. The 5 steps of the fishing trip would be to:
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1. Plan the trip 2. Get the gear 3. Hire a guide 4. Catch fish 5. Process the fish
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How is business like fishing? The Customer Value Journey:
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• Plan the trip: Plan how you are going to bring the customer through the journey • Get the gear: Get your conversion assets ready so you can get the fish in the boat • Hire a guide: Hire experts in areas that you aren’t • Catch a fish: Create the offer • Process the fish: Process prospects to get them to opt-in/make an appointment/come in for a consultation/etc. In this session, we’re going to use the case study of a Lasik eye surgery business. Step 1: Plan the Trip Planning your fishing trip in the marketing world is equal to researching your customer avatar and learning everything you’ll need to successfully “catch” them in the wild (aka Google).
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https://training.com.ve/ Must Use Tools for Researching Your Customer Avatar: • Customer Avatar Worksheet • Before and After Grid • Customer Value Journey Must Use Resources for Learning How to Catch Them:
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Let’s Build a Profitable Traffic System Let’s Build a Predictable Selling System How to Convert a High Converting Homepage How to Build an SEO Magnet Content Marketing Specialist Certification SEO Specialist Certification Optimization Specialist Certification Acquisition Specialist Certification All of these resources are available through DigitalMarketer Lab ELITE
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Useful Tools:
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Now, we can figure out what the customer avatar is searching for. For example, how often are people searching for “Lasik” and what keywords are associated with it? In this case, the most commonly searched term was “Lasik cost.”
SEMRush.com • Use the Keyword Magic Tool to see data about the top 25% searches of “Lasik” • This tells you exactly what your customer is searching for • Now you can tailor ads, landing page(s), and content around that search term HotJar.com or TruConversion.com • Use heat mapping to see how opt-ins are performing • In this case, the opt-in is a form that tells website users how much it costs for them to get Lasik surgery 499
https://training.com.ve/ Buzzsumo.com and Answerthepublic.com • Can also be used to find out what people are searching for related to your topic Step 2: Get the Gear The gear of the online marketing world is your website and everything that it gives and tells a user. Make sure to use Google Tag Manager to track the analytics of your website.
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Your website is where you cast your bait.
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For example, the bait for the Lasik surgery website is a 60-second self ran test that tells people if they are a candidate for Lasik eye surgery. Directly after the test, we ask the user, “Which of these options is holding you back from coming in for a consultation?”
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Depending on their answer, we’ll show them a video that follows up with that particular concern.
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For the pricing opt-in mentioned in the above section, we have users fill out a form with their first name, last name, and phone number to receive their pricing information.
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We have an online scheduler that lets users schedule a consultation appointment. This works so well because there isn’t any friction involved in the lead scheduling their consultation. If the user can’t find a time that works for them, have a customer service representative contact them within 15 minutes to find a time that works. • Think of the customer service representative as the net that you keep around to help get the fish in the boat when you’re having trouble pulling it by the hook Your opt-ins need to be extremely simple and straightforward. Choose 1 action that you want the user to take and point all of your call to actions to it. Whatever you’re doing to enable opt-ins should have a thank you video. Below the video give the lead an opportunity to access more information. 500
https://training.com.ve/ • For example, “Ultimate Guide to Lasik Eye Surgery” or competitor comparisons that include reviews, pricing, and the technology used Step 3: Find Your Guide Who has the ability to produce a result in something you’re not good at? For example:
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• PPC ads • Copywriting • Funnel design
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Websavy.com • Website development and design
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Our Partners:
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Getyouwired.com • InfusionSoft service
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Recommended DigitalMarketer Resources:
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Five Point Paid Ad Audit 12 Proven Tricks To Get More Clicks With Google Adwords 15 Point Landing Page Audit Step 4: Catch Some Fish
Here were the results of this case study: • • • •
$257,000 spent on Google Ads 7,613 conversions 4.37 CTR $8.40 average cost per click
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https://training.com.ve/ Suggested Data Collection Resource: Datastudio Reports • See the different conversion assets and how they are performing For example:
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• 3,578 Lasik self-tests • 718 self-scheduler • 843 converting from pricing opt-in
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When you know these numbers, you know where to push. You don’t leave anything on the table for the competition.
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Smart Bidding vs. Manual Bidding
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Look inside of Auction Insights to see how your competitors are ranking and performing in comparison to you.
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Increased client conversions by 28% Conversion rate by 2% Impressions by 21% BUT the CPA increased If 25-30% of all of these leads convert, the increased price doesn’t matter
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Let Google be your guide to Google Ads. Smart bidding:
Key Takeaways from Smart Bidding Experiments: 1. Test targets CPAs Smart Bidding Strategies vs Manual Bidding • Ask yourself, “In our market for the product we’re selling, which works better?” 2. Try different CPA targets 3. Test Maximize Conversion Smart Bidding vs. Manual Bidding • Then test Maximum Clicks 502
https://training.com.ve/ 4. Test Ad Formatting Tests • This gives Google the opportunity to test and optimize the ad copy for you Always test and tinker. Step 5: Process the Fish
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This is where the majority of agencies stop their work and this is where they lose their money. The advantage of focusing on 1 niche is that you’re able to follow through the entire journey and become a master of this customer avatar.
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Get 5-star reviews when the customer is the most euphoric about the product. For example, the first week after their Lasik eye surgery. Those reviews then feed back into your Customer Value Journey and help you continue to get more leads.
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Sally Hogshead
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CEO, How To Fascinate
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OPENING KEYNOTE - The $5,000 Word Session Description: A few years ago, Sally was flat broke and struggling to pay the mortgage. But then, she discovered the $5,000 word. Once you know this one word, you can fascinate anyone, anywhere.
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https://training.com.ve/ How do people see you as an individual and your company as a brand? Words change perceived value because they define what makes you different.
They are irresistible They are intellectually impossible to ignore They are memorable They are valuable They are rare They are different
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What qualities make you fascinating?
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What do fascinating things have in common?
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Traffic and conversions are meaningless if you don’t first fascinate the audience. To have a long-term customer relationship you need to fascinate them.
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For example, the liquor brand Jägermeister. They were making the mistake of trying to be better instead of different. We made a focus group to see how the consumer saw Jägermeister as being different than other liquors. We found that Jägermeister wasn’t selling on the basis of price, convenience, or taste. It wins in difference by being a toxic experience.
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If you can identify the one word that makes you and your business exponentially more valuable than the others, you can position all of your branding around that word. What’s the thing in you that gets people to want to work with you more than anything? Polarize and attract your ideal customer. For example, I used to position myself as branding. Now, I position myself as fascinating, and my speaking fee has increased by $5,000 without changing anything else about my business.
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https://training.com.ve/ Words That Are Not Fascinating: • Unique • Trusted • Authentic What is that word for you? There are seven ways that people fascinate:
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1. Innovation 2. Passion 3. Power 4. Prestige 5. Trust 6. Mystique 7. Alert
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The adjectives in this archetype are what you use to brand yourself. Those are your $5,000 words.
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https://training.com.ve/ For example, Ryan Deiss is a Maestro: • He is ambitious • He is focused • He is confident This archetype is what brands you as an individual and your company. It’s what allows you to charge more for the same products.
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It’s good to be better, but it’s better to be different.
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Brett Curry
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CEO, OMG Commerce
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3 Google Ads Superpowers that Give eCommerce Companies an Unfair Advantage Session Description: Learn how to scale with YouTube ads that give you brand lift and increase product sales now. Uncover new Google Shopping hacks to give you greater reach and higher returns. And harness next-level remarking tactics to immediately convert more sales. If you aren’t leveraging these 3 super powers, you’re leaving money on the table.
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https://training.com.ve/ Super Power #1: Achieving Scale with YouTube The key to scaling on YouTube is having the right video, the right audience, and the right campaign. This is part of your top of the funnel strategy. Key to Scaling on YouTube #1: The Right Video In a skippable world, you have to earn attention. Video Template #1: The Manifesto
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Start by telling the viewer they’re going about the problem (that your product solves) wrong. Or you can talk about how competing products have missed the mark. You’re not blaming the consumer, you’re blaming an external source for their pain point.
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For example, The Squatty Potty uses The Manifesto strategy.
Video Template #2: Testimonial Sandwich To get customers who aren’t customers, ask them a lot of questions and make their answers sound more natural through the edit. 509
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1. Testimonial opens as the hook 2. Transition into a product demo 3. Testimonial close with a call to action
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Video Template #3: Pitchman Demo
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This is a mini-infomercial that can be extremely effective. For this demo, you don’t need to use every element of the template. Just use the elements that fit your brand. 1. Open with the problem the product solves 2. Give an over-the-top demo • The product is doing something so crazy it makes you say, “This is so awesome, I have to have this” 3. Transition into the practical demo 4. Show an endorsement • Credibility booster 5. “But wait, there’s more!” close
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Key to Scaling on YouTube #2: The Right Audience
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Custom Intent Audiences
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On YouTube, who can you target? We can build searches off of keywords that people have searched on Google.
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You can take somebody who searched for “best mattress” on Google and target them with a YouTube Ad for your mattresses.
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• To find keywords, look at the keywords in the auto-fill menu of Google search Custom Affinity Audiences What if you could target visitors that visited your competitor’s website? The closest option is the custom affinity audience. • You can target people who have visited another website • For a skincare brand, we’ve built audiences around other skincare brands
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Here’s how to do this:
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Key to Scaling on YouTube #3: The Right Campaign Structure
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It looks like this:
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The best campaign type for cold audiences and retargeted audiences is the TrueView for Action Campaign.
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This campaign allows for target CPA bidding.
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• Needs up to 2 weeks for the smart bidder to dial in • You’ll need to weather a CPA 2-3x your goal for the first several weeks • Remember: This is much different than Facebook. With Facebook, you build ad sets and if an ad set has too high of a CPA you kill the ad. Here, you want your CPA to be higher than you want it to be • As long as you’re getting conversions, keep the ad active • Be prepared to spend $1,000 a day or more for testing
Super Power #2: Maximizing Reach & Returns With Search & Shopping Ads This is part of your mid-funnel strategy. Search: What if you could get feedback on your copy from machine learning? This is a Responsive Search Ad. Put 15 sets of copy into Google’s Responsive Search Ad platform and Google with mix and match based on someone’s search query and build the best ad for them.
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It looks like this:
There is also the option of New Expanded Text Ads (ETAs). In comparison to Responsive Search Ads, ETAs have: • 3 (30) character headlines instead of 2 515
https://training.com.ve/ • 2 (90) character descriptions instead of 1 • Same extensions And in comparison, ETAs are doing better than Responsive Search Ads. They currently have: 1. Better CTRs 2. Higher Search Impression Share
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ETAs Look Like This:
Remember: YOU MUST TEST! Shopping: Showcase Shopping Ads You can use these as ads to go higher in the funnel than other shopping ads. • Ads for someone making “category” searches rather than specific searches • For example, summer dresses, running shoes, handmade bracelets, etc. 516
https://training.com.ve/ • They can shop through the category and stay on Google • Only when they click on a product do they go to your website What to expect from Showcase Shopping Ads: • ROAS lower than standard shopping • 20%-90% lower ROAS Top Secret Google Shopping Hack! The Maximize Clicks Bidding Hack:
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• Maximize clicks is Google’s setting to maximize clicks • Bids can be as high as $100 CPC • The hack is to set your campaign to “maximize clicks” but put an artificially low ceiling on it • $0.30-$0.40 • Get lots of cheap clicks that convert, often ROAS is 2-5x your goal • Cleans up your bottom of funnel traffic
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Super Power #3: Converting More Sales with Next-Level Remarketing There are 5 campaigns to use to convert more sales with remarketing.
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Campaign #1: Branded Search Campaigns
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Reason 1: Control the SERPs • The beauty of an ad is that you can change the copy to push the offer you’re promoting right now • Running a branded search campaign gives you control of the message
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Reason 2: Keep Competitors At Bay
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Reason 3: See Your Keyword Data
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Reason 4: See Brand Lift (Brand Search Campaign)
Now, what do we do with people who viewed an ad for 30 seconds but didn’t click on the website?
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https://training.com.ve/ Campaign #2: This is the Viewed Video Campaign • Target video viewers with shopping ads • Keep showing them ads until they click on your website and put them on a remarketing campaign • If they buy, they go on your customer list Campaign #3: Gmail Remarketing Ads
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Gmail remarketing ads look like a regular email. If you click the ad, they look like this:
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https://training.com.ve/ Add the best performing video ads to these campaigns. The results: • 356 conversions • $17.20 CPC Campaign #4: Bought X, Not Y Campaigns
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This is for customers who have bought a product but not the complementary product that goes with it. For example, they bought a guitar and not a guitar case.
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Campaign #5: Reorder Campaigns
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Reorder campaigns launch depending on how often a customer needs to buy a product.
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• When should someone reorder your product? • Target them just before they should reorder • For example, if the reorder is every 60 days build a 45-day audience and a 60-day audience • Target the 60-day audience and exclude the 45-day audience
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Amanda Powell
Acquisitions Manager, DigitalMarketer
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How DigitalMarketer Increased Organic Trials by 71% in 12 Months Through Redesigns, Algorithm Updates, and Technical Issues Session Description: 2018 was the year where everything changed on paid media and when DigitalMarketer FINALLY took organic seriously. As a team, we made several decisions last year we knew would destroy our organic and paid traffic (like site redesigns, large scale redirects, and slashing our paid budget). After some major restructuring, we’re now seeing continued growth in organic trials and traffic, and our paid campaigns are more stable and relevant than they’ve ever been (at a fraction of the cost). In this session, Amanda will give you an in-depth look into what we are doing, and why it’s working. 522
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One year ago, DigitalMarketer hired me on to redesign, optimize and make the Google bots fall in love with our website. We had to do a lot to get DigitalMarketer’s SEO where it is today.
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Our biggest takeaway from all of these successes was a pattern that kept showing up, over and over again. Organic traffic and paid traffic were linked to each other and paid traffic was helping our organic reach.
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When we’re talking about SEO, organic and paid acquisition are partners. If you’re running a Google Ad for a keyword that is not ranking organically and the user clicks on your website, you just created brand awareness. Let’s say the same user Googles something related to the next day and organically finds your website. They choose to click on your website because of yesterday’s experience. This is the partnership of organic and paid acquisition. In order to fix the organic traffic problems DM initially had when I was first hired, we had to accept that first we’d need to fail. Our SEO was going to tank and we were going to lose some of that traffic temporarily to gain more in the future.
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Step #1: Reindex Landing Pages and Post 1 Blog Article Per Week When I started at DigitalMarketer, we didn’t have product pages, only landing pages. Our landing pages were our sales pages, but from an SEO perspective, this isn’t a good thing. Landing pages aren’t optimized for SEO, they’re optimized to sell, which meant that the Google bots weren’t interested in ranking us.
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We needed customers to see what we sold but we also needed the SEO bots to let us show them by ranking us on the search pages. So we started posting 1 blog post a week to boost SEO-friendly content.
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Step #2: Switch To HTTPS
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Our rankings for organic traffic started to go down as we reduced the amount of blog posts we were publishing, but it was a slow fix not a quick fix.
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We redesigned the DigitalMarketer website and switched from HTTP to HTTPS to better our reputation with the Google bots. The website redesign included: creating product pages, showing information on the products, and restructuring our URLs.
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For example, our blog didn’t have a blog folder. It was a segment in Google Analytics with fifty different exclusions. For six months, our main focus was restructuring all of the URLs for every blog published on DM (over 600) and putting them into the blog folder. Google, not liking change, decreased our SEO even further but again—we knew it was a marathon, not a sprint. We kept our pace, knowing that we had a long way ahead, and thought that everything was going pretty well. Then, a month and a half later we found out that the website had reverted from HTTPS to HTTP, essentially duplicating itself as the HTTP version. Now we had 3 problems: • We had 2 websites 524
https://training.com.ve/ • Google doesn’t like duplicate websites • Our traffic was split between the 2 websites
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In hindsight, I easily could have solved this problem right away using the tool DeepCrawl. It’s my favorite tool for technical SEO—it crawls your website, feeds you all of the URLs on your website, and gives you a list of any pages with a 400 error, meta descriptions, title tags, etc. Because our site launch went off without a hitch, I had thought we were fine. I was only crawling the HTTPS version of our website, assuming that the HTTP version didn’t exist. I easily could have clicked on the option to let me crawl HTTP just to check. Let me learn this lesson for you...always crawl the HTTPS and HTTP just in case.
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Once we situated this problem, the website crashed and the cache crashed 2 weeks later, slowing down our website. On top of that, we got a notification from Google Search Console that Google was going to start indexing with the Mobile First Update (instead of indexing desktop versions of websites, it’s only ranking mobile versions of websites). Everything had to be optimized for mobile immediately.
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Eventually we got out of our SEO storm, with time and patience, and our SEO improved from an E to a C! It was happening, we were finally moving up.
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Now that our organic traffic was set, we needed to pair it with our paid traffic strategy.
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While Google tried to figure out where we re-ranked in the SEO results, we needed to increase our brand awareness, audience growth, and lead growth. In the summer our goals were: • More trials • More Certified Partners • Audience growth And we planned to do it by: • Push straight to trial • Cold prospecting 525
https://training.com.ve/ • Grow audience with expanded geo-targeting Then, we came to our senses. These strategies only thought about DigitalMarketer’s bottom line—not how to provide value and create brand ambassadors. Our goals shifted to:
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• Awareness growth • More leads • Expanded audience
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And we planned to do this by:
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• Allow interaction with brand (TOFU campaigns) • Provide valuable lead magnets and ask thoughtful questions • Expand audience within supported market
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Essentially, we focused more on top-of-funnel content and moved our products to the middle of the funnel. In order to support organic traffic, we needed paid traffic to drive people to our content, NOT our products.
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We turned every lead magnet into a blog post so people didn’t need to give us their email to get value from the DigitalMarketer website. Then, we started working with the video team and we started to brand our ads. Our new website had colors, fonts, a recognizable tone of voice. Our copywriter put the same voice in sales promotions. This strategy worked incredibly well. Why? Because people started to connect with our brand. We also learned that videos seriously crush it as Facebook ads, carousels of testimonials filmed last year at T&C promoted our authority, and people really like GIFs. We also started posting videos of Ryan that we normally used only in sales pages.
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Then, we made a mistake.
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We used to see 1,000-2,000 paid sessions a day coming from our Facebook ads. Now we see 500,000. We had 188 paid sessions in 6 months from one of our videos. That’s 50% of our paid traffic coming to our website. We now get to pixel and nurture an audience of new users.
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Our core market is the US, UK, Australia, and Canada because our products are in English only (for now). We thought, if we want more trials and Certified Partners, let’s just expand to more countries to grow our audience so more people see our Facebook ads and get more trials (our main KPI at DigitalMarketer). In theory, this sounds great. Genius, honestly. We failed miserably and learned that we needed to show our ads to the right audience or else we weren’t getting qualified leads. Our ad money was going to people who had absolutely no intention of purchasing from us. So we went back to our original audience. This increased our conversion rates and we saw a drop in CPC even though we were spending less money on paid media. This is what happens when your paid media starts to coincide with your organic traffic. 527
https://training.com.ve/ Our ads started to get more social proof which increased our relevance score. Facebook started to optimize our ads and we started to get a better conversion rate. We started to use our lead magnets as retargeting campaigns and we stopped using them in top-of-funnel content. Now, when we asked people segmenting information on our forms, people were more willing to give us their information. This resulted in a 71% increase in organic trials.
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Cost/trial: Down over 50% year-over-year Doubled our leads in the last month Increased roll-over rate Paid trials +25% Organic traffic +6%
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Other Huge DM Wins:
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We learned more about our audience and created a website and marketing strategy that served them, and that’s what changed everything.
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Mike Arce
Founder & CEO, Loud Rumor
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How to Dramatically Improve Retention and Lead Generation With 3 Moves Session Description: We’ve all heard that it’s much more costly to get new clients than it is to retain existing ones. In this session, CEO of Loud Rumor, Mike Arce is going to show you how to do both with just 3 moves! After being stuck at $500K in annual revenue for 3 years, Loud Rumor went from 42 clients to 1,200 clients after making these minor adjustments that had major impact!
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https://training.com.ve/ Three years ago, the retention rate of my agency was 42%. We measured the percentage of people who opted-in to a fourth month after their required 3 months ended. 42%: That’s not good. Today, the retention rate is 92%. We’re adding 24 new clients on a monthly basis and a record of 58 new clients every month. This is what changed.
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To try to boost our retention rate, we had to get to know our clients. We segmented them into 3 categories: “Needs Improvement,” “Doing Good,” and “Doing Great”:
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• “Needs Improvement”: Clients we didn’t think would want to sign on for the fourth month • “Doing Good”: Clients doing okay but not “case study good” with their results • “Doing Great”: Clients we MUST get a testimonial video from and create case studies around because of their results From this segmentation, we identified 3 types of customers that we had:
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The Business Guy/Girl: The person who could have owned any business and would be successful (in our case they just happen to be in fitness)
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• Hires a team to do the things she doesn’t understand • Is proficient in business strategies and development The Fitness Guy/Girl: The person who was an expert in a product or service and then decided to create a business off of it • Very difficult to work with because they don’t understand business and because they’re an expert they think they know everything The GSD Guy/Girl: The person that’s really open to learning and doing whatever you coach him into • This person can transition into the Business Guy/Girl 530
https://training.com.ve/ Business is proven to have a 100% success rate, according to people on Instagram. Off of Instagram, the truth is that fewer than 4% of businesses reach $1M in annual revenue: • 20% fail in their first year • 50% fail in their second year • 70% fail by their tenth year
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The people that hire us are statistically expected to fail every day (and not because they were short a Facebook ad). Most business owners don’t know how to recruit, hire, fire, develop, train, etc. and they end up having cash flow issues.
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When we studied these 3 types of customers, we found that there was a pattern in how they talked about leads:
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• The Business Guy/Girl: “The leads are great!” • The Fitness Guy/Girl: “The leads are crap!” • The GSD Guy/Girl: “How can I work these leads better?”
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Initially, we decided to just stop working with the Fitness Guy/Girl. In terms of business, it made sense. They were getting poor results because they didn’t want to put the work into getting good results or learning about business. The problem was, that didn’t align with our mission of helping fitness studios dramatically improve their lives, grow their business, and be more successful than they have ever dreamed. We couldn’t say we’ll help anyone BUT this type of person. Instead of not working with the Fitness Guy/Girl we decided to really get to know our clients and find a way to teach them how to be successful.
Step #1: We Built Great Relationships with Top Clients • Visited their businesses • Got to know how they worked within their gym • Interviewed the clients 531
https://training.com.ve/ • Found out as much about them as possible • Documented what worked • You start to catch patterns that are working • Encouraged them to lead our community • We’ll talk about this in Step #3 • Built real friendships
Step #2: Created Resources & Established a Reputation of Helping & Authority
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1. Sales 2. Marketing 3. PR 4. HR 5. Retention 6. HR/Recruiting 7. Financials 8. Advertising
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We needed the clients to know how much we cared and how much we could help. We created Loud Rumor Training and this is what dramatically increased our retention rate. At Loud Rumor Training, we teach:
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Here’s what we learned:
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In order to move on to the next part of the training, they have to take a quiz and pass. If they fail the quiz, they get to try again. If they fail twice, they have to watch the video again and then they get 2 more chances to pass the quiz. The process repeats.
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• The less ideal clients would eventually leave anyway • The most ideal clients would still want it done for them
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• The GSD Guy/Girl: Binge watches videos • The Business Guy/Girl: Gets her team together to watch the videos every day • The FItness Guy/Girl: Doesn’t watch any videos We were still struggling with the Fitness Guy/Girl client. We equate them to acting like teenagers. They think they know everything and they’re only motivated to do whatever the cool kids are doing. We had to make learning cool by showing them that the “cool kids” were taking these trainings and learning. We started highlighting the “cool kid” clients who were participating in our training and getting results because of it. 533
https://training.com.ve/ This opened up great opportunities for me and 2 things happened: 1. Clients were staying and listening more 2. Prospects began coming in regularly A bonus benefit? I was able to train my team with all of this as well and it plays in my office all the time. I know this seems like a lot of work, but like fat loss pills that don’t work, there is no such thing as a quick solve.
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The reality is that this is a lot of work but because it’s a lot of work, I don’t have any competition around me.
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The good news is that the work gets easier once Step 3 kicks in.
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Step #3: Build a Community so the Resources Compound with You
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How many of you have a Facebook group for your clients? I wish I had started mine sooner.
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https://training.com.ve/ I no longer have to be the guy that teaches everything, I just had to create the community and let them teach each other. It all comes down to caring. I’ve been blessed with coaches that care and I know how good it feels to have them in your corner. To have a business partnership that wants you to succeed and will give you the resources to do so is such a motivator to reach for those big KPIs.
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This motivated me to open a training for agency owners, essentially creating the training that I needed five years ago. You can get a free video training on the Agency GSD website.
When you’re constantly learning, you have more to give. (RELATED: 8 Essential Strategies to Build a Thriving Customer Community) Key Takeaways: 1. Build relationships with your best clients and learn about them 2. Create incredibly valuable resources and deliver regularly 3. Build a community so the resources compound with you
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Dean Graziosi
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Founder, Dean Enterprises
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Sell Without Selling: My Secret to 800+ Online Front-End Orders Per Day, Every Day Session Description: Selling without selling is a three step process of hook, story, and close. In this session, Dean Graziosi explains how this strategy is getting him 800+ front-end orders a day and has led to 500,000 sold book in 18 months.
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https://training.com.ve/ There are 3 steps to a successful selling strategy that creates 800+ front-end orders a day. #1: Hook: What are you saying to get people to stop and listen? • • • •
You have to get people to see that you understand them You want people to say, “That person gets me.” This is all about the viewer, NOT you 1–2 sentences
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#2: Story: Why does your product exist?
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• How did the experience you mentioned in your hook create the product and how is it the solution to the pain points of your viewer? • Overcome the objections to buying the product
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*Bridge*
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• This is the part between the story and the close when you ask permission to sell the viewer something
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#3: Close:
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• This is where most marketers mess up • You have to believe in what you are selling, and if you don’t, viewers can tell • How will they feel after they have the product you are selling • • These 3 parts of a video ad are the difference between a 6-figure and 8-figure company. My advice to marketers: Film more ads • Go deeper in your campaigns • Be as real and authentic as you can • Obsess on marketing even deeper than you already are • Get around high-level people 537
Dustin Deno
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SVP of Sales, Maropost
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Customer Engagement: Start with the Customer Session Description: The time for simplifying has arrived. We’re all thinking it. We all know it. Our customers are demanding it – often screaming about it, sometimes going social with it, and less frequently letting us know when we fail at it. Customer engagement doesn’t have to be complicated. It can be quite simple. Start with the customer. Dustin Deno, Senior Vice President of Sales for Maropost, will discuss the challenges on the quest for streamlining customer engagement, and most importantly, offer up a few key things that you can do today to simplify customer engagement – beginning with the customer. In doing so, you’ll deliver your customers an unmatched customer experience.
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https://training.com.ve/ Customer engagement is complicated. The tools designed to make engagement easier aren’t necessarily doing their job and they’re not integrating to give marketers a 360-degree view of their consumers’ data on 1 platform. The demand for a connected experience is increasing and the time for personalization is here. How do we keep all of our consumer data connected so we can deliver to our customers based on where they are in the Customer Value Journey (CVJ)?
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Instead of building technology that delivers the 360 consumer review, companies like Oracle are acquiring other businesses so they have every tool on 1 platform. They’re essentially stacking each tool on top of each other and this creates a problem.
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If the tools aren’t integrated, having them on 1 platform isn’t enough. The convenience of having them on 1 platform will be helpful but if they don’t connect, the data you need to fulfill the CVJ isn’t available.
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Customer information Lifetime value Orders Touch points across multiple channels
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Maropost is solving the 360 consumer review by building our platform tool by tool. This ensures each tool is totally integrated with the others and creates unified customer data so you can see all of their information in 1 place:
When you think about cross-channel campaigns, 1 channel doesn’t work anymore. Consumers need to be engaged across socials, email, and even SMS. From an ROI standpoint, you have all of the analytics you need to modify and improve campaigns in one place. This is the replenishment economy, the economy that drives value and creates conversions Product Demo:
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https://training.com.ve/ Let’s say we have a customer named Abbie. She’s a die-hard consumer of beauty products. She visited the website of a beauty brand 2 days ago, put stuff in her cart, and then clicked off. Using Maropost, the beauty brand was able to send her an abandoned cart email and if Abbie clicks it, she’ll see her order form filled out and ready to make a purchase. Afterward, she can be put on a new customer welcome series:
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• The emails in this series are sent when Abbie is the most likely to open them • Each email is sent to the consumer during their peak email usage time
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Abbie continues to be remarketed with cross-products and every campaign is continuing to build her trust with the beauty brand.
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In this case, the replenishment for the product is 39-40 days after the initial purchase. We have an email that goes out on Day 37 and the branding, aesthetic and feel are consistent with the brand. She can quickly make her purchase and get re-routed to the familiar order form.
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Maropost for commerce and marketing allows you to get KPIs and analytics in one place.
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Audience Questions: Is Maropost GDPR compliant? Can I pull in data from other tools?
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Yes, we are GDPR compliant. At the customer level, you can pull in attributes to Maropost based off of other tools you’ve been using. Audience Questions: Do you only integrate your data with your own store or data from other stores like Amazon or Shopify? Yes, you can integrate from Amazon and Shopify as well. Audience Questions: Is it possible to see orders were returned or canceled? Yes. You can see the journey of a segment of consumers or the personalized journey of specific customers to see returns and cancellations. 540
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Audience Questions: What kind of engagement from social platforms is pulled and added to data? When it comes to social, we pull custom audience data. Audience Questions: Does your platform have fulfillment ability? Yes.
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Audience Questions: My clients use Mailchimp. Do you have incentives that I can use to motivate my clients to install Maropost instead?
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Yes, of course. Pricing incentives are deal by deal. How we show our value is by having an ROI conversation with a business. For example, what is your email deliverability rate? We can increase that by 25% for you which means that Maropost just paid for itself.
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Ashley Ward
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Digital Marketing Strategist, Madhouse Marketing
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Find Your Lost Conversions: Social Media Auditing 101 Session Description: You have your strategy, a decent budget, and great content, yet your social media isn’t converting at the rate you’d like it to. You’re missing the mark with social media, but you just don’t know where. This session will walk you through a proper social media audit designed to see where you’re missing conversions and how you can act fast to adjust your social strategies.
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https://training.com.ve/ The Social Media Audit
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A social media audit is solely built on your research efforts, which means it’s time for an Excel Sheet. Sprout Social has a free downloadable Excel Sheet that works well for social media data. I personally customized the one below to add the measurements that Sprout Social’s Excel Sheet missed.
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Metric 1: The Goal
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The 10 Most Important Metrics to Measure
Every social media goal must have 2 elements: • A What • A Why A cute goal for social media is: I want to increase my engagement from March to April A realistic goal for social media is: I want to receive at least 150 engagements on each Instagram post, posting once a day for 30 days
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https://training.com.ve/ More examples: A cute goal for social media is: I want Facebook to be the primary website traffic source in April
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A realistic goal for social media is: I want to increase traffic from Facebook by 25% by posting two posts with links a day for the month
Tools to Use to Track Your Goals:
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• Social Media • Google Analytics • Conversion Math Metric 2: Content
Content isn’t random, it’s planned. Intentional content based around information your ideal follower is interested in grows your social platforms.
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• What kind of content are you sharing? • Are you using text, images, video, links? • Are you sharing only originally curated content or industry news?
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Content Tools:
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Metric 3: Timing
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Instagram and Facebook Analytics tell you when your audience is most engaged. This timing is important but following industry standard studies, which can be found on Sprout Social, will help you post at the right time and on the right day for your demographic.
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When are you posting? When is your audience on social? Are you consistent? Are you relevant?
Timing Tools: • Manual Count (Look at your content and see what times/days are performing the best) 545
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Metric 4: Audience
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• Social Media Page Insights • Industry Studies for days/times
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Your social media audience should match the people who visit and convert on your website.
• Who’s engaging with your posts? • Is it your demographic? Or bots -_• What hashtags should you be using?
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https://training.com.ve/ To get these metrics, you can go to your social media insights and then use the below tools to bring your data into Google Analytics to review your audience report. Audience Tools:
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Social Media Insights Followerwork Friends+Me Tailwind (Instagram and Pinterest) Google Analytics Audience Report
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• • • • •
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Metric 5: Listening
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It’s really important to know what people are saying about your brand/ business—whether it’s positive, negative, or criticism. Listening isn’t just to hear complaints, it’s so you can respond and address the problem.
Listening Tools:
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• What are people saying on social media about your brand? • How are people engaging with your posts?
• Mention • Tweetdeck • Brandwatch Metric 6: Competitors Competitor research is not just a brand strategy, it’s a social media strategy. Every company has a public profile, so their social media strategy is totally 547
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attainable (for free!). BUT, you have to take it with a grain of salt. You don’t have to do exactly what they are doing.
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Competitor Tools:
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• What are my competitors doing that I’m not? • Where is their success?
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Likealyzer Buzzsumo Phlanx (Instagram) SEMrush
Metric 7: Numbers This is the metric most commonly associated with social media. BUT, be very aware that follower counts don’t mean anything when it comes to profit. 548
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• How many comments are your posts getting? • How much website traffic are you getting? • How many likes/shares are you getting?
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SEMrush Hootsuite TweetReach Google Analytics
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Metric 8: SEO Impact
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SEO is controversial when we talk about social media because, well, does social media really affect your SEO? It does if it’s driving traffic to your website.
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https://training.com.ve/ • Am I driving traffic to the right pages? • Is social media a primary traffic driver? Install social media pixels on your website and compare with Google Analytics. This is also important to compare your bounce rate. If traffic isn’t staying on your website, there is something not aligned with your messaging from your social media posts to your website page. Website Tools:
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Social Media Pixels Google Analytics SEMrush Ahrefs
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Metric 9: Branding
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The consistency of a brand creates a certain emotion for customers. How does your brand make people feel?
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• Do your posts have brand recognition? • Do your posts have consistency? Every brand needs a Brand Document with: • • • • • •
Terminology to use Terminology to avoid Acceptable ways to say the company’s name Mission statements Visual marketing guidelines PR rules
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Metric 10: Management
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Management Review:
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• Who’s managing all of this? • Who’s taking care of your social and measuring your metrics? • What’s your response time to comments?
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• Do you have 24/7 response? • How often is reporting done? • How many people on the team? • 4 Mistakes to Avoid After Your Social Media Audit 1. Don’t Procrastinate: Audit your social media quarterly 2. Don’t Assume Anything: Always look up the exact metrics 3. Don’t Forget Social Media Policies: Rules change and they affect engagement 4. Don’t Forget Your Goal: Match your audit with your original goal 551
https://training.com.ve/ Key Takeaways: The Top Secrets, Goodies, and Tweets
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More Audits to Pay Attention to:
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• Create goals in Analytics: Acquisition › Social › Conversions • Always create goals in Google Analytics for your social media so you’re easily able to track if you’re reaching your goals in addition to completing your audit • Compare social traffic with bounce rate and conversions • It doesn’t matter how much traffic your bringing to your website if users are bouncing off as soon as they get there—align your messaging across socials and your website • Share your audit findings with ALL teams • Don’t keep this information a secret—the sales team needs to know just as much as the product and content team does
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G-PG rated posts No copyright issues Sweepstake posts following sweepstake rules Obeying the “special” rules for “special” industries • Firearms, alcohol, tobacco, adult products, online casinos, sports books, bingo or poker, prescription pharmaceuticals, marijuana
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Audit if the Social Media Network is Effective • If you find that quarter to quarter a specific social media network is not getting you close to your goals and you’re not getting the engagement you need—drop the network and focus efforts toward where you are getting close to your goals Audit Your Content Make sure you’re not posting only your own curated content but also posting earned, shared, owned, and influenced content from others in your industry.
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Audit Your Competitors as You Audit Yourself
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• Are they responding 24/7? • Are they on the same social networks as you are and putting the same amount of effort toward the ones you are? • What’s their content 50/50 rule? • Are they working with influencers that you could work with?
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Audit Your Social Media Conversion Rate Social media goals can be measured based on monetary values, but first, you have to break it down into 4 rates to get the economic value: • • • •
Conversion Rate: # of audience comments (or replies) per post Amplification Rate: Average # of shares/retweets per post Applause Rate: # of likes Economic Value: Sum of short and long term revenue and cost savings
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JJ Virgin
CEO, Mindshare Collaborative
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Founder, Mindshare Collaborative and JJ Virgin & Associates
Karl Krummenacher
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For Influencers Only: From 6-Figure Debt to 7-Figure Book Deals, the 5 Essential Steps to Building an 8-Figure Personal Brand Business Session Description: Over the past 20+ years, JJ Virgin has built a media empire, been a regular on the national shows including Dr. Phil, Dr. Oz & TLC’s Freaky Eaters, had her own line of products sold online and on home shopping, and written 4 New York Times best-sellers. She has also built an amazing community called the Mindshare Collaborative in the health and wellness space. In this session JJ and Mindshare CEO Karl Krummenacher, break down for you the most successful and impactful strategies that they are using to continue to build and grow highly engaged, wildly profitable communities. 554
https://training.com.ve/ There Are 5 Essential Steps to Build an 8-Figure Personal Brand Business Step 1: What’s Your Big Idea? Your big idea probably isn’t going to come to you when you’re sitting at your desk forcing it. Big idea examples: “Your body is not a bank account. It’s a chemistry lab.” – JJ Virgin
“Gluten is evil.” – Dr. Tom O’Bryan
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“You can hack your physiology.” –Dave Asprey
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1. Some people will think you’re a genius and they’ll take it as their idea 2. People will start talking about it, forget where it came from, and it becomes part of the zeitgeist
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For JJ, this was the food intolerance diet, “The foods you are eating every day trying to be healthy could actually be hurting you and causing you to gain weight.” For Dave Asprey, this is, “Toxin-free coffee with butter and MCT oil is a health food.” Tom O’Bryan talks about gluten intolerance in his book The Autoimmune Fix. Step 3: Establish Your Authority • Write a book • TedX talk/PBS • Television 555
https://training.com.ve/ • Start a group • Or be on the board of a group • Work with celebrities • These don’t have to be A-level celebrities, you can work with local celebrities or “celebrities” within your niche Step 4: Build Your Platform
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Hang out where your audience does. You don’t have to be in all of these places, find the top places that your audience hangs out and create content for that platform.
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• Podcasts • Have your own podcast and use it to collaborate with others in your industry • Be a guest on other podcasts • Online summits • You don’t have to be the author of the content, just the curator of the content • This aggregates the other speakers’ audiences and helps grow your audience • Docuseries • Medium.com • Use this writer’s publication to grow your email list and create content around your topic of choice • Instagram • Facebook • Promote people into a private group • Blogs • YouTube • Stages Step 5: Monetize Your Expertise • Online programs • MasterClasses, docuseries, summits 556
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• Coaching • Work one-on-one to start your brand and build into a packaged program • Get testimonials from all clients • Books • Have books lead to a higher-tier product • Place links within the book that go to your other offers • Products • Retreats • Spokesperson • Speaking • Affiliate marketing • Membership • Training programs, personalized programs, member subscription boxes • Professional training
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Bonus Step #6: Partnerships = Leverage
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Partnering with other influencers grows your community. In return, you help grow theirs and both of you get authority from being associated with each other.
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Frank Kern
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Founder, Frank Kern Inc.
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How I Grew My Net Revenue By 425% Using Social Media (A Special Presentation for Anyone Who Hates Social Media) Session Description: The average consumer sees 3,500 advertisements per day and most of them have the same overarching messaging. As marketers, we have the opportunity to be the outlier by not using this messaging. This is Intent Based Branding and it’s how Frank Kern has made $700,000 in three months using Facebook has his platform.
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https://training.com.ve/ The average consumer sees 3,500 advertisements per day. The overarching message of these ads is: • Give me money… now • You’re unhappy because you’re not good enough As marketers, we have the opportunity to be the outlier by not using this messaging.
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The average prospect needs to see your brand 100 times before they buy. We need to say the same things over and over again on social media to build a brand and create conversions.
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3 Pillars of Intent Based Branding:
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What kind of content should you make?
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The people who are watching your content aren’t watching it because of you. They are watching it for themselves because they want something out of it. All content must provide value. • The amount of revenue that we have in our business is in direct proportion to the amount of value we put into the marketplace • Everybody has a situation in their life where they are unhappy with an experience and they want to change it to get to a better situation • What are the 3 big things your customer need to do to go from Point A to Point B
All content has to build goodwill.
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https://training.com.ve/ • The marketplace has to like you, because if they don’t like you, they’re not going to buy anything from you An Offer • The amount of revenue we make is in direct response to the offer we give to the marketplace
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You are always talking about 3 things; or 1 of those 3 things. Choose the 3 things that your messaging is based around You can keep talking about the same thing over and over again People who use this strategy: Gary Vaynerchuk and Grant Cardone
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The Core Messaging Pillars of Content
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Each piece of content needs to provide value, build goodwill, and make an offer at the same time.
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Step 2: Assets
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Within markets, there are some people who are ready to buy and some who aren’t. The biggest portion of your market are in the latter: they are thinking about buying.
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Essentially, we need to educate these customers and build trust and desire. We need to keep offering our product so when they are ready to purchase, it’s easy access. The marketer that gets the consumer when they are thinking about buying the product is the marketer that gets the conversion when the consumer is ready to make the purchase. Step 3: Ads Sales and marketing are 2 totally different animals. A sales process is the process by which somebody becomes a customer. The role of marketing is different. The function of marketing is to cause someone to know you, like 560
https://training.com.ve/ you, trust you, and want your stuff before they walk into your metaphorical store. Both systems are designed to help you acquire a customer together. When I say to make an offer every day in your marketing, I’m talking about casual offers. For example, within 8 minutes of content, I’ll make an offer 4 times. Frameworks for Making an Offer:
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“Hi my name is X and I’m going to be talking about Y, but before I forget -OFFER-.”
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“And by the way, you can go to my website and get the product.”
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“If you’re serious, I have the product and you can get it here.”
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Perry Belcher
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Founder, Rival Brands
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How To Use Power Partnerships To 4X Your Business Session Description: If we learned anything in 2018 it is the power of what Wall Street calls alignment, or what we call partnerships and joint ventures. Sit in and see how we raised millions in capital, took profits off the table and partnered with three industry giants to explode our growth. Plus, you’ll get the simple K.W.T.W. formula for making big boy partnerships a reality.
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https://training.com.ve/ There are 2 kinds of people in business: the architect and the builder. The architect has the vision and the builder makes it happen. If you don’t have a builder in your business, hire them. It will change your life if you have a trusted builder in your business. Businesses who had architects and builders: Apple: • Architect: Steve Jobs • Builder: Steve Wozniak
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Disney: • Architect: Walt Disney • Builder: Roy Disney
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Microsoft: • Architect: Bill Gates • Builder: Paul Allen
Genius Million Dollar Ideas Growth Hacker Brings The Heat • If you’re baking a cake, the builder has the ingredients and the architect brings the heat that bakes the cake
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Great Architects Are:
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As the architect, I figure out the next breakthrough to help us climb. It’s my builders’ job to make sure we don’t slip down the mountain while we make the ascent.
Bad Architects Are: • Spotlight driven • Saviors 563
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Calm Share success Incremental Responsible
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Architects vs. Builders
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The key is NOT to partner with someone like you and find the people and companies who have the thing that you’re missing. That’s where the power partnership lives. This year, we sold a vast majority of Traffic & Conversion Summit to Clarion Events, owned by Blackstone. What did they need from us? They have sponsors and capital because they own a bunch of complementary conferences. So, they bought T&C so they could put their sponsors at more events. 564
https://training.com.ve/ What did we need from them? Cash. We knew that we couldn’t make this any bigger alone without massive capital. In our War Room Mastermind, this happens all the time. About 40% of War Room Members are in partnership with each other. Step 1: Get into the Right Room
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You have to get in rooms with the people you want to partner with:
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You have to know what your potential partner’s need is so you can show them how you’re going to solve that problem for them.
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• For example, T&C and Clarion Partners Step 3: Know Your Value
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You get to set the value on you. Know your value when you walk in the room. Step 4: Make a Deal
Don’t leave without making the deal. “The best deal is the one that gets done.” If you’re going to split a nickel, give your partner 3 cents every time. When they come out slightly better than you, it becomes a better deal. You’re not going to get everything that you need to get it done all by yourself. 565
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Sonya Keenan
Director of Content, DigitalMarketer
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CEO, Omni Channel Media Group
Garrett Holmes
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Overcoming Implementation Paralysis to Focus on the Projects That Matter Most: A Fireside Chat with Sonya Keenan Session Description: Join Sonya Keenan and Garrett Holmes as they discuss the idea of implementation paralysis, the invisible force that keeps us from turning ideas into action and knowing where to start. Moving forward in your business requires more than simply setting goals. It requires a comprehensive look at how you’re prioritizing those goals and what steps it will take to reach them. Learn from Sonya on how to overcome implementation paralysis and start focusing on what matters most.
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https://training.com.ve/ Garrett Holmes: You say, “Passion comes from authenticity and the ability to connect with customers online.” Can you talk about that? Sonya Keenan: If you were in Ryan’s Keynote on Day 1 of T&C, he summed it up. People buy into a movement and community is where we are heading. If you’re not passionate about what you do, it’s going to be really hard to grow your business. Passion is why we do what we do and if you’re not passionate about your business, you’re better off working for somebody instead of having your own. It’s a hell of a lot less stressful.
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SK: Yes, a couple of times. I’ve had a couple of businesses where I had partners who were in front of the scenes and I was behind the scenes. And when I look back, I didn’t put that extra bit into it because it wasn’t my passion. And worse yet, when they’re also not passionate, the business doesn’t do well.
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SK: If you leave T&C and don’t apply anything you’ve learned within a week, you have implementation paralysis. I’ve been there. There is so much information and we don’t have the knowledge to apply it. That’s why you’re in the right place.
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You need knowledge, you need a way to curate it and you need to stay accountable to turn that knowledge into action. You have to set goals and targets that are measurable. Email me and tell me the one thing you are going to do by the end of next week and I will contact you and ask you, “Did you do that thing?” GH: What led you to define this category of implementation paralysis and on this journey of helping other entrepreneurs? SK: It was through DigitalMarketer. I became a DigitalMarketer Partner when the program first launched and ended up coming to T&C because I was already in America, and I figured I should go while I was around. I heard Ryan’s keynote and emailed my team saying, “I found my church. These are my people.” 567
https://training.com.ve/ From there, I was always getting contacted by people in Australia who were DigitalMarketer Lab members but they didn’t have the money to afford my consultation and they didn’t even have data to see why they weren’t succeeding. Then, I would find that the majority of people hadn’t taken the certification courses or programs. That’s when I realized that people needed to be pushed. GH: What are some ways of prioritizing the ideas to move on first?
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SK: I have an Implementation Grid on my website OmniChannelMediaGroup. com.
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Implementation paralysis is caused by having all of this information and not knowing what to do with it. I’ve set up my grid based off of the Customer Value Journey. It’s organized by awareness, engagement, subscribe, etc. When I hear a new idea, I add the URL or write a note to myself on the stage of the CVJ it’s applicable to. Now, when I have a problem I look at the resources I have to fix it specifically for that stage.
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Set up a way to curate your learning. This grid does that and sets it up for yourself.
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SK: We’re in full launch mode for our event in August. For me, the biggest thing I’ve taken away is from Ryan’s Day 1 session about community. We don’t have a dedicated community manager, and we’re closing in on 1,000 people. When I get back home, I’ll move 1 of my employees to this role. I already know who I want to promote to it. Also, his talk about the “dumb questions” is totally true. I’m sick of talking about implementation paralysis, but I have to remember that for some people, this is the first time they’ve ever heard of it. GH: You recently helped a business grow by 3x. What did you do to create this growth? SK: This is a business that came to me at 1 of our events 18 months ago. 568
https://training.com.ve/ They had consistent sales but they were spending all of their money to get those sales. They didn’t know what part of their funnel was working. I started working with them and the first thing we did was the CVJ. Immediately we realized that their Tripwire was a $400 purchase and their core offer was a $15/month Facebook group. We changed the dynamic of the business to drive people to the core offer instead of the Tripwire.
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Second, we went through all of their campaigns and found the 1 campaign that was working. Over that period, we’ve gotten them 5,000 new sign-ups with $500 in Facebook ads.
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SK: They’re all pretty similar. I work with a lot of older people who don’t have a lot of digital sense. They have something that’s working that could work so much better. Because they employ me as their coach, I have to keep them accountable. I don’t actually do anything. I just tell them what to do and keep them accountable to it. For example, creating a seasonal calendar and putting it on an Excel sheet. Go in and pack out your calendar with all of the things you know are going to happen, like Black Friday and Christmas, and plan for them. Prior planning prevents piss poor performance.
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GH: There are 3 things that make up a successful strategy in any business. What are those things and why are they important to the process? SK: Every strategy needs measurements. If it doesn’t have them, it’s just a dream. Those measures have to be specific. Who’s doing what, with who, when? You have to be accountable and you can’t be accountable if you don’t know those 3 things. If you don’t hit your targets, that’s okay, but know why you didn’t hit them. GH: What are some ways we can kick off implementation across our company?
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https://training.com.ve/ SK: It circles back to what we started with and that’s passion. Your team has to buy into your movement long before your customers do. Explain to them what it is going on. If you’re at T&C and they’re not, they haven’t drunk the Kool-Aid. Explain to them your experience and the big takeaways and how it affects your business and how it impacts them. Do you need to change their roles? Do you need to certify your team? Do they even want to be certified? This is for VA’s in the Philippines or someone working next to you in your garage.
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GH: Switching gears here, but some things in our business benefit on being automated. How do we balance automation and human to human interaction in our business?
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SK: It’s changing for me. I’m an Infusionsoft Certified Partner but I’ve stepped back from it quite a bit now. Our sales processes and carts are automated, but if you fill out my contact form, I’ll be the one responding. That’s because I believe in the human to human. We buy from humans.
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In Australia, 75% of people are employed by a company that employs 4 people or less. These are businesses where customers want to talk with you, not a bot. You have to choose where automation makes sense and allows you to scale. If your sales page isn’t converting like you want it to, go buy something from yourself and see what’s wrong. Automation should make us more efficient, not lazy.
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GH: What’s 1 big marketing win that you brought in 2018 that you’ll be bringing into 2019? SK: We had our event that was a massive success. We were on the run during the event and that could be fixed, but the value of the event was there. The community was there. When I stood on the stage and looked at 700 people, I saw a community of people that want help. Community is the Number 1 thing we created in 2018, and we’ll double down on it in 2019. GH: What was a failure you never want to repeat again? SK: Taking on a client that I should have said no to. Within the first call, I knew that I had made a huge mistake but I struggled through 3 calls. At the 570
https://training.com.ve/ end of the 3 calls, I told her that “I’m really sorry, but I’m not the right fit, and I’m going to refund you your money.” Then, 3 months later, I did the same thing. I’ve learned the lesson but it’s hard, you don’t want to say no to people.
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The only time that I make mistakes like this are when I’m not listening to my instincts.
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Billy Gene Shaw
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Founder & CEO, Billy Gene Is Marketing
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“The Million Dollar” Video Ad Formula That Works Again & Again & Again Session Description: Join Billy Gene Shaw, Founder and CEO of Billy Gene Is Marketing, to learn how to create an effective video ad. One that people want to watch, and more importantly—one that sells.
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https://training.com.ve/ People don’t buy products for one reason: They don’t trust you. Making your customers fall in love with your brand isn’t luck, it’s science.
The Science of “The Million Dollar” Video Ad Formula Words + Sounds + Visuals
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• Your ad changes the viewers perception of your brand • You can make them trust you by showing that you’re a family man or using social proof
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Identify Your Customer’s Hero
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• This doesn’t mean you have to say mean things and attack people • All you have to do is tell people how you really feel
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• Take a stand for what your customer believes in by defending their heroes in your ads Identify Your Customer’s Villains
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• Identify your customer’s villains and then talk about them
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The Video Script Format: Part One: Piss Them Off • Talk about your customer’s villain • For example, “Getting ripped off by Facebook? You spend $100 and get 100 clicks and zero leads, it has to be a scam! And when you get a lead, the quality is absolute crap. You know dang well your customer isn’t on Facebook, and if they are, they certainly aren’t clicking ads and they’re not buying stuff.”
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https://training.com.ve/ Part Two: Eliminate Their Guilt • Who does your customer want to blame? • For example, “It’s not your fault. Prices are at an all time high, the algorithm is always changing, and everything breaks when you try scaling your ads.” Part Three: Be Polarizing
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• Tell people how you really feel • For example, “But can I ask you an honest question? Is it possible that it’s not a Facebook error, but a user error?”
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Part Four: Give Them The Solution
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• What belief of theirs are you taking a stand for? • For example, “Advertising should be profitable, not an expense, and it definitely shouldn’t be complicated. So, would you like me to run your ads for you? I have a money back guarantee, and more importantly, I guarantee quality leads that actually buy.”
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• Give them a fast and low resistance way to get rid of their pain • For example, “Click the button and I’ll send you some leads for free to build your trust.”
Tactical Resources to Make Ads Better Music Resources • AudioJungle.net • Artlist.io
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https://training.com.ve/ Props • Go with extremely oversized items or really small items to get people’s attention • Shindigz.com • OrientalTrading.com • Amazon.com Environment
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• Take videos in well-known places • Google “the top 10 most interesting places in my city” and go there to film your ad
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Dope Footage
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• Use stock video footage to amplify your message • Storyblocks.com
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Roland Frasier
CEO, WarRoom Mastermind
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Achieving Unicorn Growth: 5 Rapid Customer Acquisition Strategies Guaranteed To Drive Massive Results Session Description: Learn the step-by-step hyper-growth strategies that DigitalMarketer, Google, and Facebook use to generate tens of thousands of new customers, build highly-effective teams with the hottest talent, acquire huge catalogs of valuable intellectual property, and leapfrog past their competition to dominate their niches. In this mind-expanding session, we will break down exactly how you can do this for your business, and we’ll even open our kimono on 8 additional strategies to implement this with little to no out-of-pocket investment.
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https://training.com.ve/ There are 5 things you can do in your business to grow really fast.
#1: Co-Branding with Product Integration Partnerships Tap into a businesses network of customers to build your own customer base.
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• Dominos partners with Days Inn & Travel Lodge and put Domino’s cards in each hotel room • Rolls Royce partners with Country Clubs • Rolls Royce doesn’t pay them anything, the benefit for the country club is the experience they can give to their customers • Casper and West Elm Furniture Company • They’re the mattresses on all of the beds because West Elm doesn’t sell mattresses
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Increase the value of their business to their customers (like Rolls Royce) or have a fee to promote it (Dominos), or have a revenue share. You can also look for companies that are already in these partnerships and make a better deal for them.
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• For example, another mattress company could give West Elm Furniture Company more revenue share and replace Casper
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#2: Tap The Curiously Powerful Effect of Butterfly Leverage
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Butterfly leverage is all about finding ways to make more money off of one product or service. What are all of the ways you can monetize something that you’re doing? Each time you’re going to do something, look for other opportunities to monetize.
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For example, you can turn one event into several events and create a 7-figure ROI. T&C did this with Richard Branson. • Hire Richard Branson to speak at T&C • Offer a private reception with Branson at $15,000/ticket • $300,000 in profit that goes to Richard Branson’s foundation (we didn’t have to pay out-of-pocket to get him here) • Anyone who got a ticket becomes a War Room prospect (20 prospects added) • Offer a private business lunch with Branson • We offered a win a seat at lunch with Richard Branson contests • Got 1,522 pixels 578
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• Business Lunch Live Podcast Episode featuring Branson • Led to 2,372 podcast subscribers • Put us in the Top 200 Worldwide Charts • Sold 619 T&C tickets via Sir Richard Branson coupon code • $330,000 in revenue • Sold 728 more via speaker announcements • Every speaker at the show wanted to be identified as sharing the stage with Richard Branson • They all emailed their list to show this off • $720,000 in revenue
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The end effect of all of this was an additional $1.5 million dollars.
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#3: Structure To “Sell The Eggs” And Keep The Geese
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This allows us to sell one part of our business without losing all of the momentum we’ve created over the past few years. Essentially, we’re spinning off of our operation assets and keeping our platform.
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Our next step in the event world is to partner with Brendon Burchard to acquire half of his Expert’s Academy. Our leverage was to bring our sponsorship company, media company, and event staffing to the partnership. What did we do? Took T&C out of the picture and replaced it with Expert’s Academy. Next year, we can do the same thing with a different event. It’s not a formula of selling our eggs but keeping our goose. Clarion Partners is already interested in buying that event. We have a machine that can turn itself on to event after event to create new assets. Structure like this so you never end up without a platform.
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First think about the kinds of businesses that you have. There are 4 types:
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https://training.com.ve/ When you systemize and analyze what you’re doing like this it helps you make good decisions around what to focus on for leverage in the future. Questions to ask yourself: • What are the most impactful activities you enjoy right now? • What least impactful activities can we eliminate? • What additional vertical can you expand your most impactful activities into?
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#5: Grow Through Acquisitions
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Step 1: Decide which types of businesses to acquire.
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• Acquire your competitor to get them out of the market • Acquire media • Facebook group • Linkedin account • YouTube account • Acquire for a team • Buy a company with products or services • Consolidate the supply and distribution chain • Acquire intellectual property (IP) • Customer list
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Step 2: Buy businesses for nothing down.
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8 Business Purchase Strategies:
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• Owner carry • Buy a company for $X if they will carry back the financing and let you pay it back over time • You can add the option of giving interest • Earn-out • Based on the performance going forward you can get additional money for the company you sold • If you’re buying the company it reduces the risk • Swaps • Swap stock or assets in one company • Asset-based lending • Buy the company but have the company pay for itself through assets they already have • Split equity 582
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• Self-liquidating payments • Payment equal to what you know you can make back • Baseline • Offer the first $3 million that comes in as the baseline and after you do your magic, everything on top is split 50/50 and after 3 years if the 50/50 is equal we throw away that baseline • Pipe wrench • If you contribute more than 10% of the customers to another company • Don’t build their brand for them • Give me equity in your company
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Step 3: Find the exit multiple for each profit center.
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Find the multiple for your industry and pivot your business to the highest multiple possible. Here’s a #V/sales business valuation chart that shows what multiple your business is:
Step 4: Repoition toward the highest exit multiple. Which exit multiple creates the greatest exit value? For example, 583
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DigitalMarketer’s looks this:
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Our multiple went from 0.91 in 2014 to 7.73 just by changing what we did.
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Dennis Yu
Jon Youshaei
Product Marketing Manager, YouTube
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Chief Technology Officer, BlitzMetrics
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https://training.com.ve/
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Expert Facebook Advertising & Analytics Session Description: In this session, Jon Youshaei gives us his secret sauce to writing viral articles (with 1.5 million views) and being Forbes writer. Dennis Yu will teach you how to leverage viral content to create conversions using live case study.
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https://training.com.ve/ Going viral isn’t something magical that happens one day. The secret to going viral is using templates that get people to pay attention and pay. Tip #1: Focus on the Apple, Not the Orchard Humans memory is more drawn to specific experience over data. If you were going to convince somebody about how good the apples are in an orchard, would you:
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Talk about how many meters of rainfall fell last year and the fertility of the soil?
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Or would you pick 1 apple, explain how it tastes, and then tell them that there are thousands of more apples just like it in the orchard.
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Have you ever been in an Uber and the driver tries to sell you something?
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I was in an Uber a few months ago with a driver named Gavin. He was selling jewelry in his Uber and it turns out that he’s not just selling it in his car. He employees other Uber drivers to sell his jewelry in their cars too, he has a fleet of Ubers selling his products. If his salespeople are doing well in their Ubers, he upgrades them to have better cars so they have more luxurious “showrooms.”
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I wrote an article for Forbes on Gavin and it currently has 1.5 million views.
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The article focused on the apple but talked about the entire orchard of Uber entrepreneurs using evidence and data to support the topic. Tesla and Vogue reached out to Gavin and he ended up getting a ton of press from it. Would the article have been as successful if I had focused on the orchard and talked about Uber entrepreneurs without mentioning Gavin’s story? No way. How many people do we know have viral stories and we’re not asking them questions about it? Tip #2: Write Like a Seventh Grader 586
https://training.com.ve/ “Studies show that people want to listen to good communicators who make them feel smart, not just look smart.” Adam Grant Fifty percent of people like to read at an eighth-grade level, and the best selling books are written at a seventh-grade level. My secret weapon is using Hemingwayapp.com
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• Shows you the reading level • Shows you passive language • Points out long sentences
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Tips for writing viral articles:
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Tip #3: Perfect the Headline
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• Translate all business jargon out of your writing • Take out words like “I think,” “confident,” etc. because they undermine your authority • Be concise
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Great emails go unopened, great videos go unwatched, and great articles never get read because their headline sucks.
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If BuzzFeed, 1 of the largest producers of online content, doesn’t have a good headline for an article, they don’t write the article. Most of us think about it backwards—we write the article and then try to find a headline. Instead, we need to think about it in the reverse order: Start with the headline and then write the article. Good headlines E.A.T. • E: End result the reader wants • A: Addresses any objection they may have • T: Time period they get it in
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https://training.com.ve/ Examples: • • • •
How to Learn French in 1 Month Without a Teacher 10 Ways to Learn French for Free No Tutor, No Problem: Here’s How to Learn French in a Month How to Get an Amazing Job Without Much Experience
Good Headlines Use the 3 S’s
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• Be Superlative • “Best” or “Worst” • Be Secretive • “The Hidden Truth About…” • Be Scary • “10 Public Speaking Mistakes You’re Making Without Realizing”
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• Coschedule.com/headline-analyzer • Use this to analyze your headlines
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If you look like you’re selling, people see it and run the other way. Everything has shifted. The stories that have emotional content are going to make people know, like, and trust you. • Don’t always try to drive sales • Create personal content with no CTA that will get you ROIs. Pick the stories that work organically, like the Uber entrepreneur article and copy it to your public figure page, business page, and other platforms. • The algorithm sees this and you can throw fuel on the fire of virality If you have great content but need a platform to put it on, leverage someone else’s audience.
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https://training.com.ve/ Case Study: Brennan Agranoff sold $1.8 million in socks last year
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• He emailed the Humane Society and offered to give them $5 for every sock purchase if they posted his socks on their social pages • 15-20% conversion rate • Spent $200,000 on ad spend • He had to turn off the campaign because he couldn’t make the socks fast enough
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Amanda Dobson
Publisher, Agora Financial
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Instantly 3X -10X Your List Revenue in 7 Days Flat Without Sending Another Email Or Adding a Single New Subscriber Using The Octopus Method Session Description: In this session, Amanda Dobson talks about The Octopus Strategy that is getting her 97% open rates, 25-50% click through rates and almost 100% deliverability. Using SMS marketing, you can grow your subscriber list and scale your business without sending a single email.
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https://training.com.ve/ Sales in our primary industry were down almost 60%. Our competitors were closing their doors for good but we were growing every month. We used The Octopus Method:
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Email Push notifications SMS Ringless voicemail (RVM) Facebook groups (FBG) Messenger bot Ad retargeting Direct mail
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• • • • • • • •
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A week of The Octopus Method looks like this:
Let me be clear—email marketing isn’t dead but it has a few major problems that cost you money every single day. SMS is a big freaking deal right now. • 3x-5x earnings per click • Up to 6x earning per subscriber vs. email 591
https://training.com.ve/ 97% open rates 25%-50% click through rates Nearly 100% deliverability Your prospect/buyer (on average) checks their phone 85 times a day (or every 17 minutes) • Coupons delivered via SMS have redemption rates 10 times higher than those of printed coupons • The average time it takes for an individual to open a text message is 4 minutes • It takes 48 hours for email messages
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• • • •
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Product fulfillment (infoproducts) Cart abandonment Traffic (cold and affiliate) monetization Content distribution Back-end list monetization Launch monetization
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• • • • • •
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Use SMS for:
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SMS Lead Capture: it’s easy to capture text leads without hurting your email opt in rate.
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There are 2 ways to collect a lead: Method 1: Keyword Opt-In
• Prospect sends keyword to number • Will return a text response Keyword Opt-In Tips: • Keep the keyword simple • Keep it short • Make it relevant to the opt-in
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https://training.com.ve/ • • • •
Give them a compelling reason to go through the effort One word No fancy spelling No acronyms (autocorrect sucks)
Method 2: Webform Opt-In
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• Prospect enters their number into a form • Generally converts higher • Great for 2-step cart abandon campaigns
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Webform Opt-in TIps:
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• Give them a compelling reason to go through the effort • Keep it above-the-fold • Keep it clean and easy to read
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Mobile optimization is so important! Have you looked at your offers on a mobile device lately?
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• Identified by Facebook as one of their most important algorithm factors • Only 35% of sites are optimized for mobile • 97% of mobile carts abandoned
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Optimize images: big images slow down load time Minimize code: remove all unnecessary code Reduce redirects Above-the-fold CTA and button Design page “for the finger” Watch how your content (text and images) stacks on mobile • Make sure it flows
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https://training.com.ve/ Mobile optimization is the biggest needle-mover I have experienced as a funnel optimization expert.
SMS Compliance Regulatory Bodies:
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CTIA TCPA FCC Mobile Marketing Association
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Your confirmation message must include:
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SMS Web Form Opt-In Compliance Requirements
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Step #1 to compliance
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1. Business name/program name 2. Frequency 3. Standard message and data rate disclaimer
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1. Device owner must confirm the subscription 2. Can do so by replying either yes or no 3. You cannot message them until after this point Step #2 to compliance
1. Help instructions 2. Stop instructions 3. Link to terms and conditions
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https://training.com.ve/ Keyword Opt-In Compliance Requirements Your immediate reply message must include:
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1. Business/program name 2. Frequency • I use 20 texts a month and send 2 promotional SMS’s per week and the rest is value-based content 3. Terms and conditions 4. Help instructions 5. Stop instructions 6. Message and a data rate disclaimer
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SMS Platforms: How To Choose The Right One
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Ask yourself these questions:
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1. What are your SMS goals? 2. Are you selling products? 3. Are you sending content? 4. Are you looking to scale this? 5. Will you be contracting prospects continuously? 6. What CRM are you using? 7. What integrations are needed? Consider these factors:
• Global reach • Make sure your SMS platform is compliant in every country your customers are in • Scalability • Make sure the SMS platform is large enough to grow into • Automation • SMS platform needs to have segmentation, drip campaigns, schedules, etc. 595
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• Integrations and APIs • Contact information needs to be pulled from your CRM • SMS platform needs to integrate with your other systems • 2-way vs. 1-way • Are you starting a conversation with the customers or just sending content? • Use the SMS platform for conversation or 1-way content • Available features • Analytics • Track your links • Available analytics: Delivery rate, click rate, and unsubscribe rate • Reliability • Innovations
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SMS Platform Type 1: 10-Digit Phone Number
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• This is meant for small amounts of texts • Set up appointments, etc. • Generally allows 2-way texting • Keeps better texting history (can see last in/out text) • Con: you can’t have broad scale messaging • Most of these platforms have a limit on how many texts you can send a user SMS Platform Type 2: 5-6 Digit Shortcode • This is meant for broadcast/mass texts • Pre-approved to be sent in bulk from the service carrier • Does not allow 2 way texting • Has best deliverability • Con: Uses short odes for several businesses and users will have offers from various businesses in one text history
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https://training.com.ve/ SMS Platform Type 3: 10-Digit Long Code • • • • •
This is meant for broadcast/mass texts Some allow 2-way texting Has great deliverability Benefits of shortcode with privacy of 10-digit number The future of SMS marketing
Tools To Use:
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• CallLoop • SMS text messaging, voice broadcasting, ringless voicemail • SlickText • Text marketing • Skipio • Automated text and voicemail • SimpleTexting • SMS and text marketing • SMSEdge • SMS marketing • SalesMsg • 2-way business texting
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SMS Quick Implementation • • • • • • • •
Top-of-site banner on blog page Exit pop-up Onboarding autoresponder series opt-in Content emails Contests on social The receipt email All of your order forms Dedicated emails
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SMS Tips
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• Give value: Create a program for your subscribers that offers them some kind of additional value for subscribing • Give them content: SMS product delivery is a great way to get an opt-in • Think along the lines of a premium • Keep it short • Your prospects attention span is very short • Say exactly what you need to say and nothing more • Remember you only have 160 characters including your URL • Have a clear call-to-action • Don’t expect your prospect to guess what they should do, tell them exactly what they need to do • Click a link • Check an email • Call back • Add urgency • Ex. “Click the link now” • Use MMS for long messages • Some (not all) SMS platforms allow you to send video, images, and/or audio files • Rather than sending a long text, send a video (with subtitles, if possible) • Usually limited to 1MB 598
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• Check all devices • Sites respond differently on each device make sure you look at your site on all of them (or as many as you can) • Google Chrome › Right click › Inspect › Choose a device • Timing is key • Send messages to your prospect when they have time to consume the message • Great times are before work and after work • Facebook group insights (if you have one) is a good indicator • Be specific • Don’t put quotes (“ ”) around your keyword on your opt-in • Call forwarding • Most SMS providers allow you to have a call forwarding number (some prospects will try to call a strange number) • Tip: Have your call forwarding number go to your sales team
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Suzanne Dibble
Founder, Niche Legal Solutions
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The Next GDPR: How the Revised E-Privacy Directive is Going to Shake Up Digital Marketing Even More Than GDPR Session Description: Like it or loathe it, data privacy laws (such as GDPR and the revised e-privacy directive) are here to stay, as more and more countries around the world follow the EU’s lead on data protection. As a business owner, you can either get onboard and stay ahead of the game, enjoying the competitive advantage that this gives you - or you can lose customers, risk huge compliance fines and ultimately see the demise of your business. Join global data protection expert Suzanne Dibble LLB as she skilfully explains why and how the revised e-privacy directive is going to shake up digital marketing even more than GDPR and what you can do to be ahead of the game. 600
https://training.com.ve/ “We have lost control of our data.” -Tim Berners-Lee, Inventor of the World Wide Web If you’re confused as to how the GDPR regulations affect your business, this session will give you a summary of the GDPR and what to watch out for to make sure you are complying. The 5 Principles of the New E-Privacy Regulation Principle 1: Expansion of Territorial Scope
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• The processing of electronic communications content and of electronic communications metadata of end-users who are in the Union • The protection of terminal equipment information of end-users who are in the Union • The sending of direct marketing communications to end-users who are in the Union • These are the countries included in the GDPR:
Principle 2: Significant Increase in Fines Google was just fined 50 million Euros for breaches of the GDPR. 601
https://training.com.ve/ Fines have increased by 40% for companies not complying with the GDPR. A small non-compliance won’t have a massive fine. But as a global trend, the increase in fines shows us how serious this issue is being taken place. Principle 3: Moving to Consent Based Marketing E-privacy is going to put all of our marketing on a consent basis. Under this policy, consent is king. This means that before you can send a marketing email or message, you must have obtained their consent.
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Principle 4: Cookie Consent More Problematic
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All marketers need to put systems in place to get consent prior to sending messages and keeping the records that prove the consent.
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Cookie consent is now being given at the browser consent level and by default, there will not be consent. This means that users have to go into their browser settings and agree to let websites use cookies.
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What happens when people have to change software settings?
Sixty-seven percent of agencies have quantified that this will make them lose more than 30% of their annual sales. This portion of the GDPR is the major reason businesses are lobbying against these policies. 602
https://training.com.ve/ Principle 5: New Restrictions on Collecting Metadata Metadata is all of the data collected from our internet usage (websites, apps, games, etc.) to use for commercial gain. This under the radar surveillance is what e-privacy regulations are trying to combat. If your business relies on this metadata, this regulation requires you to adapt your business model. 5 Things You Should Be Doing Now
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1. Review your current marketing and assess your current consents 2. Ensure you’re aware of and are compliant with existing laws 3. Be aware of the possibilities of new data protection laws 4. Recognize whether any of these possibilities could prevent your business from continuing in its current form 5. Make a member of your team responsible right now
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Todd Herman
Director of Content, DigitalMarketer
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Founder & Author, 90 Day Year & Alter Ego Effect
Garrett Holmes
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Unlocking the Power of Your Alter Ego to Transform your Professional Life: A Fireside Chat with Todd Herman Session Description: Join Todd Herman as he reveals the secret behind many top athletes and executives: creating a heroic alter ego to activate when the chips are down. There’s only one person in the way of you untapping your capabilities: You. There’s also one person who can move you out of the way so you can perform at your peak. That person is already inside you. You just need to unlock them. This other part of you is your Heroic Self and you unlock it with an Alter Ego. After twenty-one years of working with elite athletes, performers and leaders, Todd Herman is revealing how you can use your alter ego to achieve the seemingly impossible.
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https://training.com.ve/ Garrett Holmes: I want to call you out on these glasses, tell me more about what these do for you.
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Todd Herman: When I decided to launch my book, I wanted to work with the best in making inspirational and motivational content. I partnered with Jay Shetty to create promotions for it. That aside, we hear a lot about getting out of our own way or having more willpower. Willpower is a very weak way to show up as yourself. When I’m working with people, I want to use the natural phenomena of enclothed cognition. As human beings, we attach story and meaning to what other people wear or what we wear. If that’s the case, why don’t we use that to help you step into whatever success you want in your business and life.
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It started with my business where I wouldn’t act on what I told myself I would. Or I would walk past someone who I wanted to know at big events, like T&C, and not say hi. When I put my glasses on, I had the confidence to do those things. And now, I have that confidence without them.
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GH: How do we tap into the power of enclothed cognition?
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TH: Most of the people who are here are trying to do hard things. We’re always pushing past our comfort zone and our brains are naturally built the other way. It wants to keep us safe. So we have to push past the resistance and it’s really hard. The great power we have as human beings is our imagination. It’s the only thing that makes us unique on this planet.
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As we grow up, we move away from these superpowers that we have. We’re using it all the time but are stepping into a terrible narrative. For example, thinking “Richard Branson can be successful but I can’t do it.” This is a waste of time. The most successful people on the planet are following this strategy and that’s the reason for their success. GH: Something tells me you don’t like the phrase, “Fake it till you make it.” How do you seperate that phrase from the alter ego? TH: Everyone here is an expert in messaging. How does “fake it till you make it” land on great messaging? Not well. If you’re nervous about being 605
https://training.com.ve/ authentic, then you have to move on. You know who never asks me about being authentic? Really successful people. In reality, who you are right now is much different than who you were 6 months ago. Were you fake 6 months ago? No, you’re growing. We tend to try to peel back the layers saying that we have to remove things to become successful. It’s the opposite. It’s about unlocking the most real version of who you are.
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The most trapped version of ourselves is the one that doesn’t act when we want to. It’s the one that doesn’t stick up for someone or doesn’t go and say hi to that person. The alter ego allows you to side step that trauma and narrative. Instead, you take out the best version of yourself on that stage, to that meeting, etc.
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TH: Beau is the only athlete to ever be an all-star in two major North American sports in the same year. He’s a phenomenal athlete. I was in Georgia for a speech, and in through the door walks Beau Jackson. He introduces himself and asks me what I’m going to talk about. I tell him that I’m going to talk about using an alter ego to step past the resistance people have to succeeding in football. He looks at me and says, “Beau Jackson never played a down of football a day in his life. As a kid, I had anger issues and I resonate with Jason from Friday The 13th.” This is slightly terrifying but, we see what’s happening.
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That anger was getting in Beau’s way and when he embodied Jason, he had one mission and one mission only—to destroy anything that got in his way with no emotion. That’s what helped him channel all of his abilities. We all understand that we have different personalities for different things we’re doing. When we’re on stage we’re one person and when we’re talking with our team we are another. When we’re home with our family, we’re another. I’m challenging people to move past paradigms. That being said, you don’t have just one alter ego for your entire life. There are several for whatever person you are channeling in that moment.
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https://training.com.ve/ GH: How do we find our alter ego? TH: The first step is living in context. What area is the most frustrating for you right now? The second step is, what is frustrating you about the way that you’re showing up right now? What’s the behavior you are acting on that you don’t like? For example, do you let other people take the spotlight when you know you’re deserving?
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The third step is, what are the superhero qualities you would love to show up as? If I’m scared of rejection at the end of a call, and I know what I can do to help that person, we don’t want to keep feeling that way. What are the superhero qualities that you want to bring out? Another way to go about it is to ask: Who is already showing up how you want to on that field?
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For example, Serena Williams and the fire she brings to the court. You can latch on to that and bring it into any field you already have.
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Step four is using the existing phenomena of enclothed cognition, what physical item can you use to activate that part of you? For me, it’s glasses. You can use a ring, a jacket, etc. This is the bridge that connects you to the results that you want. It’s the activation of that alter ego.
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When it comes to your item, you want to try to engage all of your senses. Have the item make a noise so you get the visual and sound effects, telling your mind what time it is. Then it becomes a trigger to step into your alter ego and you have access this person whenever you need it.
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Marcus Murphy
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Director of Monetization, DigitalMarketer
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10 Ways to Grow Your Network, Increase Sales Conversations, and Generate 80% more Leads Using Linkedin Session Description: Eighty-percent of B2B leads come from LinkedIn. If you want to capitalize of off LinkedIn, you need to know five things: how to create an engaging profile, what content to post, how to connect with other users, what to do with profile views, and how to message your profile. Join Marcus Murphy, LinkedIN Advisory Board Member and DigitalMarketer Director of Sales and Monetization, in this detailed session to upgrade your LinkedIn profile.
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https://training.com.ve/ LinkedIn Statistics • • • • •
80% of B2B leads come from LinkedIn 2 new users every minute 600 million users 9 billion content impressions per week Only 3 million users are sharing content on a regular basis
Being active on LinkedIn is about starting conversations and your profile is where it starts.
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Profile
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• Picture should be 60% of the frame • Headline: 120 character limit • Showcase your credibility in your headline • Position | Mission • Present your personality • Write where the link takes users next to your outbound link • Put your birthday on there • LinkedIn will tell your connects when it’s your birthday and it improves your engagement • Write an amazing LinkedIn profile summary (2,000 characters): • Write in a narrative format that tells a story, great stories start conversation • This is who I am/this is what I’m doing statement • End with a call to action, “Does anyone want to join me?” Skill and Endorsement • Email people to endorse you • These start conversations about what you’re skilled at Recommendations • Put 4 recommendations on your page 609
https://training.com.ve/ Content In 2016, I wrote an article “Why cold calling is dead and Jeff Weiner is my hero,” in 45 minutes. My article went viral and now I’m a LinkedIn advisory board member Content should: Tag companies Tag people at the company Add pictures Engage with comments • Respond to all comments by mentioning the user who commented • Hashtags
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• • • •
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What’s the worst business advice you’ve ever received? Video: ending the war between sales and marketing Video: how to capitalize on caring for your customers Video: what’s the worst job you’ve ever had? LinkedIn profile roast
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LinkedIn Native video does better than embedded videos:
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• Perfect for: Product demos, man-on-the-street interviews • New consumer insights • Live LinkedIn video is coming Connecting • There are suggested connections on your homepage • Go to their profile and then click on “Connect” • Create customized notes on each invitation (300 words) Don’t accept everybody because you can only have 30,000 connections. Be careful with who you accept. 610
https://training.com.ve/ LinkedIn Just Introduced Active Status: • It’s a green dot on their profile picture • It means the user is on LinkedIn at that moment You can now open the LinkedIn app and get a QR code for your profile and search for users nearby • Is this the new business card?
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Profile views Users can see that somebody has viewed their profile
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• Start conversations with everybody who has looked at your page • “Hey I saw that you looked at my page. How can I help you?”
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Follow relevant hashtags, reply to all comments and join groups that are relevant to you.
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Messaging
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Glen Ledwell
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Co-Founder, Mind Movies
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How to Scale Your Business Through Joint Venture Relationships Session Description: How to attract, motivate, and engage potential joint venture relationships. Join Glen as he shares the critical tasks you should do leading up to and during launches with joint venture partners.
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https://training.com.ve/ This session is for novice, intermediate, and advanced businesses and first we’re going to ask the hard question: Who really cares about your product? I’m not saying that you need a great product. JV’s get a million offers of great products. What are you selling them besides your product? You’re selling your ability to make them money.
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Now, you need to get on the f***ing phone.
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We know that we should talk to people instead of text them but we don’t do it. What does this JV want to feel? Validated. Talking on the phone creates this connection in a way that texting can’t. Better yet—meeting in person.
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• Calling and leaving a voice message • “Hey if you have a second, I thought I’d try to catch you. I’m between meetings right now. I’ll follow you up with a text message.” • Then, leaving a text The money is in the follow-up.
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Time to motivate partners in a launch! • Use Masterminds, parties, etc. to make the launch bigger • Think of prizes with a higher perceived value than the actual cost And now, make sure you’re testing your results. Don’t ever, ever, lie about product results. Don’t ruin a relationship before it has started. • If not tested, just be honest and upfront • Propose a different deal
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https://training.com.ve/ Now, we save the date for the launch.
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• 6-12 months before launch date: • Pick 50-100 partners • 6 months before launch date: • Send out private “save the date” emails with personalization • Ask if they are free to come to your launch • Send email/video blasts confirming dates • If recruiting new affiliates, make sure your JV sign-up page is set up • 12 weeks before launch date: • Reconfirm commitments from personals and ask for full support • Begin working on your sales copy/swipe files • Emails, social media posts • Check the deliverability rate on email copy • 10 weeks before launch date: • Resend email/video blast • Share anything new with the JVs • 8 weeks before launch date: • Begin internal testing • Start weekly communication • Check server capacity • Sort out merchant processor • DON’T RISK GETTING SHUT DOWN • 6 weeks before launch date: • Organize traffic swaps to avoid server crashing • Get customer service ready • Create an FAQ • 4 weeks before launch date: • Move to 2x a week emails/video blasts • Continue to gather micro-commitments • Call, Skype, IM, text, email • 2 weeks before launch date: • Reach out to all top partners 614
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• Send out swipe files (first piece only to ensure mailing on first day) • 1 week before launch date: • Increase communication daily • Organize your launch countdown • Rev people up! • Pre-launch and launch week: • Continue daily communication • Motivate people to send all mailing pieces • Switch to talking all about the sales page going live • Post your leader board every day • Play on prizes and egos • Post-launch: • Declare winners • Send out prizes right away • Set up reciprocals
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Your follow-up post-launch is going to seal the deal with your JVs. Be timely and professional and you’ll scale your business through JV relationships.
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Ryan Deiss
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Co-Founder & CEO, DigitalMarketer
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The Brand Duality: Building Brand Personality + Personal Brands That Work Together To Drive Brand Growth Session Description: Do you own your business or does your business own you? Being “the guru” of your business is dangerous, because on the outside it makes you appear highly successful, but on the inside you’re stressed, exhausted, and trapped in a business that you can never escape, because YOU are the business. Worse...YOU are the product. In this session, DigitalMarketer’s CEO and Co-Founder, Ryan Deiss, is going to show you how I was able to escape the guru trap, and transition from a personal brand into valuable and sellable company brand.
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https://training.com.ve/ I see a big problem among entrepreneurs. They get guru-itis, this dangerous disease that forces you to climb a mountain top everyday and start yelling about your beliefs so everyone below you can hear. From the outside, you look like a successful man or woman. On the inside, you’re exhausted from having to climb to the top of the mountain every day. Guru-itis traps you. It makes you the product which means—if you stop working, your business stops making money.
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This is not how you build a profitable and scalable brand. How can you scale if you can only be in one place at a time?
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Chris Rock said it perfectly in a stand up bit a few years ago. He talked about how Shaquille O’Neal was rich, but the person sitting in the owners box paying Shaq—he’s wealthy.
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I never wanted to be the athlete. I wanted to be the owner. I don’t want DigitalMarketer to own me, I want to own DigitalMarketer.
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Here’s the 3-step process of the brand duality I’ve created so DigitalMarketer can make me money without requiring me to be standing on a stage every day.
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Step #1: Materialize Your Genius
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The genius inside of your head must be extracted and transformed into something that is tangible. For most of us, we don’t want to extract our genius and put it in an external place. If everyone has what we have, doesn’t that diminish our value? No. By keeping your value internal, you are owned by your business. Your knowledge needs to be in an “artifact” that is easily explained and transferable. It has to be something that is separate from you. For example, I knew DigitalMarketer was onto something when somebody emailed us asking for a large poster of the Customer Value Journey. Then, we started seeing people gluing these cut outs to perfectly good white boards.
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https://training.com.ve/ Your artifact doesn’t have to capture 100% of your knowledge, but it has to capture the essence or else you will be owned by your company and you will be running laps for the rest of your life.
Step #2: Profitize Your Message First, can we pretend profitize is a word?
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Great, now let me explain. Are you a profit for your business or are you the God of your business? If you’re the God of your message, there is no artifact. You are your business and so, you’re trapped.
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When you’re the profit of your message, you’re the person holding the artifact asking if anyone wants to read it. You’re the person who climbed to the top of the mountain and brought the knowledge back down to share with everyone else.
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Take your artifact and give it to as many people as you can.
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Step #3: Deputize Other True Believers
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Now that you have your message on an artifact, you want to motivate other people to help you spread the message. If you keep the artifact to yourself and refuse to let anyone borrow it to show their friends, your universe is going to be small. If you give that artifact to others and tell them to copy it, talk about it, and spread the message—your universe grows at lightning speed. Encourage your team members and your customers to tell the story and teach your model. At DigitalMarketer, this is our Certified Partner Program. We give our partners all of our content and tell them to do whatever they want with it. You know what’s weird? Walking into an event and watching somebody talk about your artifact. You know what’s cool? Getting that brand promotion without having to step on stage. Your message gets out into the world when you send it out with other deputies. 618
https://training.com.ve/ So often people ask me, aren’t you worried that you’ll teach people and then they’ll just leave? I guarantee you they will leave. At DigitalMarketer, we trained Molly Pittman, Suzi Nelson, and Russ Henneberry and then, they all left. And guess what? They’re all at T&C right now.
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There are some people who come into your life and orbit around the star that is your brand. As these people leave, they broaden your universe. They work with other companies, they go to other events, and they create relationships with other industry leaders and guess who comes along with them?
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You. It’s crucial that you let employees and customers grow through the education you give them and then be happy for them when they leave. Let them leave on a great note and look for opportunities to keep working together.
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Better yet, when these people leave they make room for new stars.
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At DigitalMarketer, we turned over two-thirds of our executive team in a 90-day period. And guess what? We’re totally fine. Why? Because these incredible people set up a great foundation for our new team to work with. Instead of having to build from scratch, our new team was able to stand on the platform that these stars created.
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Who do you know that could help spread your message? If you can’t make a speaking engagement, let one of your team members go in your place. Let your customers teach what you’ve taught them. Audience Questions: Can you define what a good brand is? We have to talk about what we mean when we say a brand. It’s not a logo and a style guide. I love Jeff Bezos’s definition: “A brand is what people say about you when you’re not in the room.” I define a good brand as one that you can be separated from and it wouldn’t be harmed. If I leave DigitalMarketer, I know the brand will be okay. In this 619
https://training.com.ve/ context, a good brand is something that isn’t built around you. Audience Questions: Have you ever seen somebody bring someone in from the outside and let them take over as the face of the brand? Yes…me. We have 12 certifications at DigitalMarketer and I’ve only taught one of them. We have 3 DigitalMarketer podcasts and I’m the host of none of them. If you have a well-established brand you need to do what I did, crown other people. Edify them and let them be their own thing.
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For example, Oprah launched Rachel Ray and Dr. Phil.
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Look at the different areas of expertise your business has and find someone better at a specific part of that than you are.
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Grow your universe.
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Audience Questions: So, should we not build a personal brand?
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No, that’s not what I’m saying. I’m saying don’t ONLY build a personal brand. Leverage your personal brand to point it towards something else. For example, my personal brand points to DigitalMarketer not RyanDeiss.com.
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I had a conversation with Gary Vee the other day. I said, “I don’t want to do this anymore, be the face of this brand and have so many people know my name,” and he said, ‘You’re an idiot. You need to leverage your brand to build another one.” And that’s exactly what we’re doing. We just launched Praxio and we’ve acquired OnlineMarketingInstitute.org. I like the idea of being the goose that lays golden eggs and then sells them. My personal brand redirects to all of these companies. I am not the end product. Gary’s doing the same thing. All of his companies stand on their own and his personal brand points to them, not to himself as a commodity. Audience Questions: If I have multiple brands how do I create that leverage and connection between them?
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https://training.com.ve/ It’s difficult to build three brands. Choose one then use the leverage of your personal brand to direct people to that business and then do that for your other businesses. Audience Questions: Should I re-record the content for my courses if it’s all centered around my face? No, no, no. That is a product. When it comes time to create new products and updates, then bring someone else in or take your face off of things. Is your course working well right now? Yes? Don’t stop! This is all additive.
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Audience Questions: How do I edify other people to take parts of my aging guru’s brand?
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There needs to be a name on the thing that he teaches that isn’t his first and last name. He also needs to spend the rest of his time teaching the process so others can learn from it. Dave Ramsey is doing this now. They’re starting to position his Financial Peace University away from Dave and bring in other experts to talk on the subject.
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Audience Questions: What CEOs do a great job of being a profit?
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Steve Jobs. Elon Musk. Gary Vee. Martha Stewart.
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Audience Questions: I have a tip, if you’re listening to this and thinking, shoot I just made myself the brand and I have to find someone else to be me. Look at your students. If you’ve done a good job of teaching, there are people in that community who have great results. We’ll reach out and ask them if they want to help us out. You’re going to find your allstar students are your disciples. Some of them will help you for free too.
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Josh Nelson
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CEO, Plumbing & HVAC SEO
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The Ultimate Agency Funnel - For Landing Clients On Demand Without Having to Cold Call, Sit In Networking Meetings & Chase Prospects Down Session Description: When it comes to content development NOT all mediums are created equal. There is one that rules them all. In this session we’ll reveal why promoting and conducting new / topical webinars on a monthly basis is the most effective strategy for developing your authority, building your list & landing new clients on a monthly basis. This strategy has taken our agency from zero to 7 Figures & the Inc 5000 list of fastest growing companies for the last 3 years in a row.
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https://training.com.ve/ The problem with getting clients as an agency is reaching them. Small agencies can’t compete with a larger agency’s lead generation budget. This is what most agencies are going through:
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Shift from chasing prospects to getting inbound leads Get clients to come to you prepositioned to buy Have low sales resistance Plenty of appointments Momentum and consistent growth
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• • • • •
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Using The Ultimate Agency Funnel, you can:
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It’s hard to get prospects attention Chasing prospects A hard sell A low close rate An empty calendar They don’t have enough clients and aren’t generating enough revenue
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1 target niche Recurring monthly revenue is the only way to go No one-off projects No check-payments • Credit card or direct debit only • No partial payment deposits • Minimum monthly needs to be at least $1,000
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• • • •
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A Few Business Model Fundamentals:
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The Stages of Agency Growth
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4-5 new clients per month $1,000+ per month 15-20 strategy sessions per month $83,000 in monthly recurring Boom! A 7-figure digital marketing agency
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The Path to 7 Figures Looks Like This:
The bottom line is that if you can land 5 new clients per month at $1,350+ monthly, you can build a 7-figure agency in just 12 months.
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How to Land Clients
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The 5 Key Principles
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The Ultimate Agency Model is the minimum number of steps that need to be taken to get a prospect to become a customer.
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1. Start with the end in mind 2. Map the flow/funnel 3. Bait the hook 4. Offer a short cut 5. Follow up on all fronts
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Clear Target/Niche
Opt-in/Lead Magnet
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If brand messaging and content isn’t written for a specific audience, it’s not going to work. If you’re clear on your target, map out the funnel and publish content most interesting for that target.
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Key Elements:
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The best Lead Magnet is a 5-minute consumable resource.
• Lead Magnet • Hero image • Visual of the lead magnet • Confirmation Page • Confirmation video offering appointment • Email Sequence
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https://training.com.ve/ Tools to Use: • • • •
Click Funnels EmailMeForm (optional) Infusionsoft FixYourFunnel • Text, voice, broadcast • WordPress
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Appointment/Calendar
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This is the strategy session where they move from warm lead to hot lead. This is where you add the webinar shortcut below.
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Key Elements:
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• Confirmation Video • Link to calendar • Calendly/appointment Core • Pre-appointment questionnaire • Indoctrination emails • 8am the day of their interview send them a case study video to watch • SMS/messenger confirmation • Reminding them about the call reduces them flaking Hot Lead Follow Up
How often do we meet with a prospect that was interested in working with us but the deal goes dead? Key Elements: • Follow up email sequence with countdown to close • This is a pre-engineered follow-up method after your strategy session • A series of emails with this flow: • Agreement 627
https://training.com.ve/ • Case studies • Positions you as an expert • A Shock and Awe Box works really well here • Mail service to facilitate follow up Tools to Use:
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How Do You Fill the Ultimate Agency Funnel?
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• Infusionsoft • City Blueprint for mailing
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How to Drive Consistent Lead Flow:
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The ultimate shortcut for your agency growth is monthly topical webinars. Take the good ideas that you get from a topic like T&C and have a specific webinar every month on a new topic: 628
https://training.com.ve/ • Grows your database • New content for YouTube, iTunes, SlideShare, social profiles/pages and groups • Nurtures your database • Fresh events to invite them to every month • A reason to email them with value add touches multiple times each month
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One new webinar per month can drive your entire content/lead generation machine.
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• Hack: get qualified appointments even if they don’t sit on your webinar • The confirmation page will drive more appointments than the webinar itself • Don’t worry about the webinar, your best prospects don’t watch or attend • The promotion of the webinar and what you do after the register is what really matters • For example, out of 193 people that registered, 58 filled out the preappointment questionnaire and 19 scheduled appointments
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https://training.com.ve/ Step-by-Step Webinar Process Pre-Webinar: Pick topic and date for the webinar (block on calendar) Setup webinar on GoToWebinar Sync GoToWebinar session with Infusionsoft on PlusThis Put in request for necessary creative (cover slide, background slide, social share image, etc.) • Setup email promotion campaign in Infusionsoft • Setup Facebook ads and posts promoting registration • Conduct webinar (be sure to record with ScreenFlow)
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• • • •
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Edit and export recording in ScreenFlow Convert video to audio MP3 with Amerisoft Video Converter Upload replay on YouTube Upload slides on Slideshare Upload audio for Podcast on S3 Request transcription from Rev Setup replay page on ClickFunnels Send replay link via Infusionsoft Setup Facebook Ad campaign with replay to target audience Setup blog post with video and audio file for iTunes podcast
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• • • • • • • • • •
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Post-Webinar:
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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Turning 1 Customer Into 3: Strategies To Turn Happy Customers into Brand Evangelists and Promoters Session Description: What if your best customers just decided to bring you more customers just like them? Well they can and they will... but only if you ask them (the right way). Join DigitalMarketer CoFounder & President Richard Lindner as he walks you through a proven 5-step process to turn happy customers into advocates and promoters.
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https://training.com.ve/ Traffic & Conversion Summit is focused on getting you new customers. In this presentation, I’m going to give you a 5-step plan to get the customers you already have to bring you more just like them. “The purpose of business is to create a customer who creates a customer.” -Shiv Singh, SVP-Global & Marketing Transformation Visa This is the Promote Stage of the Customer Value Journey. • You should never ask for a referral unless you’re 99% sure they will say yes
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How do you know when your customer is ready to say, “YES!” to promoting you and your brand?
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• Right after your first conversion or a repeat conversion
There Are 5 Steps to Turn Customers into Advocates & Promoters Step 1: Identifying the Trigger 1. When is your customer most excited about you, your product or service or your brand? 632
https://training.com.ve/ 2. How can you encourage them to share that excitement publicly so their friends can see it? The 3 Heights of Customer Excitement 1. Immediately after purchasing your product or service 2. Immediately after receiving the product or service 3. Immediately after receiving the promised benefit from your product or service
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Remember, you want them to share on social but you can’t expect them to do it on their own.
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• You have to not only prompt them, you have to do it for them—and reward them! • Put a “share” popup on the thank you page • For example, “Share a photo or video on Instagram and mention @ stickermule to make us feel loved” • Offer an incentive for sharing
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Amazon gets it:
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Forty percent of millennials are “somewhat likely” to make a purchase based on a friend’s recommendation on social media. Millennial shoppers who share products are about 2x more likely to make a purchase
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Enabling Promotion:
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How can you elevate your customers status and make them feel like they’re a part of something bigger by engaging with your brand?
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1. Create and promote a brand hashtag for your business or brand 2. Ask for feedback • Email or text survey, call them, ask them to review you on Amazon, Yelp, etc. 3. Run a contest • Include a hashtag 4. Celebrate and promote your customers on your owned media Hashtags that have worked really well: • • • •
Coca Cola: #shareacoke RedBull: #putacanonit DoubleYourSales: #doubleyoursales DigitalMarketer Lab: #imnewhere 634
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Ask for Feedback Example:
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Celebrate and Promote Your Customers Example:
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• By promoting other people, you’re subconsciously telling your customer that when they get the desired result, you tell us and we’ll promote you
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https://training.com.ve/ Step 3: Reward the Trigger How can you motivate and incentivize your customers to graduate from sharing your content and hashtags to telling their friends to buy from you? To ascend your customer from passive to active advocates, you need to get them to share their story and give a testimonial. Note: DO NOT GIVE THEM MONEY! Now, they’ve become an affiliate and you’ve completely changed the relationship.
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1. Thank You • Most people just want to be recognized 2. Shout out • Most people also want to be famous 3. Swag • Stuff they can’t buy 4. Access • Stuff they can buy 5. Free stuff
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Rewards that Work for Sharing, Not Referring:
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Step 4: Perpetuate the Trigger
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Now that you’ve created the collateral to predictably turn customers into advocates, how can you automate it? Automation doesn’t just mean that it happens without you having to do it. Automation can be employees who are reaching out to anyone who shares your content/product. It just means that you aren’t the 1 replying to each person. Step 5: Repeat For your customers to become a true promotor, they must actively, intentionally, and consistently promote your brand. 636
https://training.com.ve/ 3 Steps to Launch Your Rewards Program
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1. Choose rewards and incentives • Single or double-sided rewards • If a customer refers a friend, they get $10 off and their friend gets $10 off • Ex. DirectTV • Monetary or non-monetary incentives • Ex. Dropbox gives you more storage if you refer a friend • More examples: Evernote, Uber, Tesla 2. Choose a referral management program • ReferralCandy • Friendbuy • LoyaltyLion • Ambassador • Referrify 3. Tell your customers and users • Launch your program • Make a big deal about it • Create promotional assets • Banners, email creative, etc. • High visibility placement • Confirmation/thank you page, invoice email, shipping notice, blog posts, videos, Facebook chatbot • Triggered campaign • After review or positive survey
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Dean Graziosi
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Founder, Dean Enterprises
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7 Musts to Start & Scale Your Business To $100 Million Dollars Like I Did Session Description: In this session, Dean Graziosi talks about the seven must-haves that have scaled his business well pst $100 million dollars. He’ll talk about his morning routine (and his daily green drink recipe), what question to ask to find your main driver, how to fight your thoughts and more.
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https://training.com.ve/ Must-Have 1: Protect Your Health, Confidence & State Have you ever done anything amazing when your confidence was down—or even at 90%? • Did you get the partnership? • Did you close the deal? • Did you get the results you wanted?
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I’ve come to realize that if I can protect my confidence, I get to do the things that drive me to the next level. I want you to recognize the things that rob you of your confidence and put you in defense mode rather than offense.
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To start each day in an offensive mindset over a defensive one, I have a habitual morning routine that cultivates this confidence.
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I do not start my day on my phone—especially not on social media
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• If I start my day on my phone, I have a 50% chance of spending the entire day playing defense • I do not allow myself to check my phone • I think of something I am grateful for • If you run out of things to be grateful for, lower the bar • “I’m grateful for how soft these sheets are” • I think of 3 wins that I had the previous day • Nobody beats us up like we beat ourselves up so we have to remind ourselves of our wins • What are 3 things that I would like to win today? • Then, I go downstairs into the kitchen and I chug a green drink • I fed my mind, now it’s time to feed my body • My green drink recipe: Green powder, MCT oil, apple cider vinegar • Then, I go and move my body Every day that I complete this morning routine is my most productive day. It puts me in a different frame of mind and gets my confidence up so I can get shit done. 639
https://training.com.ve/ What do you need to do to create offense over defense? What do you need to do to create confidence? Must-Have 2: Crystal Clear Clarity & Vision I’m encouraging you to get crystal clear on where you want to go. If it’s a year from now and it was the best year of your life, what happened?
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I answer that question and I pick the top things that I want to do. That’s what I’m focusing on and that’s what I’m working toward.
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Point your ship in that direction and forget about the rest.
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Must-Have 3: Marketing Stamina
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You must, must, must ramp up your obsession with marketing. Even if you think you are at a 10/1-, you have to obsess more.
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Make sales and marketing a part of your company culture and have every single employee know that it’s the oxygen of their paycheck.
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When you’re looking at your marketing, you need to know exactly what’s working and isn’t working. If your campaign doesn’t work, what part of it didn’t work exactly?
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• Think of all of your marketing as compartmentalized into little buckets • Analyze each bucket to see where the holes are so you can plug them If something doesn’t work, you’re not working it correctly. You’re not tapping into marketing stamina and testing to optimize. This is a good reason to focus on 1 channel at a time. When I first got on social media, I had 5,000 followers. We’ve been able to grow my brand to 350,000 followers in 18 months and sell 500,000 from social media alone. What was my strategy? Focus on 1 platform at a time (we started with Facebook).
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https://training.com.ve/ You also want to make sure you’re thinking of how you’re going to market a product before you even create it. Don’t think about the product until you know exactly how to sell it. Start thinking with the end in mind. Must-Have 4: Pay Your Success Tax What if everything that has come your way is designed to test you to see if you’re ready to level up? “Life doesn’t happen to you, it happens for you.”
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Most of the world is not willing to pay success tax. This is awesome because it means the ones who are will win.
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You won’t be able to avoid failure—and that’s okay. Things are designed to go wrong to test if you’re going to get back up and keep going.
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So do it.
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Must-Have 5: The Ultimate Driving Force
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If you don’t know your Why, you’re not going to have the stamina to get up when life inevitably knocks you down. You can feel when an idea goes from your head to your heart and that’s the idea that is your Why.
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For me, my Why is that I wanted to be in control of my life. I never want to go back to where I grew up. I want to provide my kids with a life that gives them the choices I didn’t have. So, I’ve built my life in a way that there isn’t anybody that can tell me what to do. I want to live life on my terms. Must-Have 6: The Power of Your Thoughts I WISH somebody had told me my thoughts lie to me when I was 20 years old. The only thing standing between you and your next level of income is the story you tell yourself on why you’re not there yet. 641
https://training.com.ve/ What’s your “but”? • “I would be at this level but…” Whatever you put after “but” is the thought that is holding you back from achieving what you want. You must, must, must question your thoughts. There are 2 voices in your mind and you have to use 1 to question the other.
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Must-Have 7: Learn from Those Playing the Game at the Highest Level Possible & Don’t Take Advice from Unqualified People
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Don’t have your single friend give you advice on marriage. Don’t have your broke friend give you advice on investing. Don’t listen to the wrong people.
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Go to Masterminds and be around the people who have done what it is you want to do. My first Mastermind class cost me $15,000 and it made me millions of dollars.
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If you need a breakthrough, get your ass into War Room. Surround yourself with people doing this. If your competition gets in War Room you’re done for.
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Where are the people who can propel you to the next level?
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John Grimshaw
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Co-Founder, DigitalStrategyBootcamps.com
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ACT Like an Analyst: The 3x3 Question Grid to Help Anyone Turn Data into Dollars Session Description: Looking for the greatest marketing strategy ever devised? It’s hidden in your business’ data. But without a process for analysis, its insights are locked away, out of reach. There is a simple solution, however: the ACT Framework. This analytical system leverages focusing questions & simple checklists to find data-driven opportunities in Assets, Conversion, and Traffic. Seasoned analyst or newbie, you will walk away from this session with the tools to generate more leads and sales using the ACT Framework.
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https://training.com.ve/ Marketers need to be analysts because data drives smart marketing. Here are examples of what analysis has done for my clients: • Developed a lead generation strategy that 2x launch performance • Increased opt-in rate by 65%, letting us scale without fear (50k+ leads in 1 month) • Increased membership value by 11% without any new assets or traffic • Generated an additional 1,043 membership sales annually
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You need marketing strategies tailored specifically to your business.
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There are 2 harsh truths about data:
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How Any Business Can Turn Data into Dollars
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• Truth #1: Data without analysis is useless • Truth #2: There is no silver bullet report or metric • Data analysis is a methodology, not a list of information
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Google Analytics Google Ads Facebook Keap Klaviyo
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• • • • •
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Data can come from any MarTech tool:
The ACT Grid Can Give Anyone Analytical Superpowers The ACT grid is designed to help you get started on data analysis • Make it a habit that is part of your daily marketing upkeep
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Assets:
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Businesses Properties:
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Conversions:
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Your website Your social media Your Facebook Ads Your emails
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• • • •
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This is the part of your business that people interact with...
This is your long-term strategy that converts cold leads to warm leads to customers to promoters: • Automation sequences • Brand messaging at scale • Segmentation
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https://training.com.ve/ Traffic: Think about the people at different stages of your Customer Value Journey and ask questions like: Why did leads become leads? What about my customers works so well? Ad engagers Website visitors Customers
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• • • • •
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Optimization Levers:
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Engagement
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• Maximizing your customers’ experience • How do you make your customers feel like they are 100% involved?
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ROI
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This is only about you as a business owner. You need ROI to grow your business.
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Scale
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• Increasing businesses growth • Increasing businesses reach • How do you reach more people who would benefit from what you have to offer? Now, let’s go deeper. Assets x Engagement = UX Goal: Make navigating your site simple • Review device category and browser 646
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• Find what devices and browsers your users are using and optimize for that device and/or browser • Review high and low bounce rate pages • What is making them a bad experience and how do you change that? • Google Analytics: Behavior › Site Content › Landing Pages › Bounce Rate • Review how site users interact with website navigation • What links are people clicking? What links aren’t they clicking?
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Assets x ROI = Sales Funnel Goal: Create the buy-ready express lane • Measure your entire sales funnel’s performance • This is the most important data to analyze in your business • Know your average customer value by heart • Watch session recordings of users trying to buy your products Assets x Scale = Content Goal: Find attention magnets you can amplify 647
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• Review what users like in your videos and turn engaging clips into social content • Analyze where users are most engaged within videos • Use Facebook posts with social proof (likes, comments, and shares) as ads • Sort blog posts by average page value in Google Analytics • Behavior › Site Content › All Pages • Exclude Thank You pages
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Conversion x Engagement = Offer Value Goal: Grow offer value and product price proportionally Highly engaging content = Strong relationships = Willingness to leap • Make your offers more engaging to high-value products • For offers spanning multiple days, track customer engagement over time Conversion x ROI = Offer Timing Goal: Right message, right audience, right time
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https://training.com.ve/ • For product launches, acquire and build relationships pre-launch • Find what opt-in events precede specific product sales • Find the average number of days preceding specific product sales Conversion x Scale = Offer Reach Goal: Find converting offers you can amplify
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• Review historical data to see what strategies brought in lots of first-time buyers • Engineer ways to reduce risk for your core offers • Analyze offer performance based on traffic temperature
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Traffic x Engagement = Leads
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Goal: Understand action-takers in order to find more
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Traffic x ROI = Buyers Goal: Understand customers in order to find more 649
https://training.com.ve/ • • • •
Explore affinity categories for lead and customer segments Explore in-market segments for leads and customers segments Review demographic data from Google Analytics and Facebook Supplement data on audience segments using tools like TowerData
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Ad segments and affinity categories in Google Analytics:
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Traffic x Scale = Visitors
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Goal: Understand visitors and make them take action
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• Identify fans of your content who aren’t buyers • Group the content these fans consume by topic • Build products or services about these topics to serve these audiences
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If you want to be an analyst, you have to be a scientist. Prove and disprove ideas about your business and your customers and you’ll find new opportunities in your business.
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Garrett Holmes
Director of Content, DigitalMarketer
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Founder, Powerful Professionals
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Kim Walsh Phillips
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The Sales-Boosting Effect of the 24-Hour Thunderbolt: A Fireside Chat with Kim Walsh Phillips Session Description: Join Kim Walsh Phillips, Founder of Powerful Professionals, and Garrett Holmes as they discuss the power of the 24-Hour Thunderbolt. If you’re looking to convert your audience effectively and fast, then this sales-blitz strategy will be exactly what you’re looking for. Learn the step-by-step approach that Kim has used time and time again to drive customers over the conversion line, all within 24 hours.
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https://training.com.ve/ Garrett Holmes: What is Powerful Professionals and how are you helping people? Kim Walsh Phillips: The elevator speech is that I help entrepreneurs make more money than they ever thought possible, faster than they could have imagined, so they can finally live the life they have been praying about every day. We do that through courses, education, and coaching. GH: What kind of courses?
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KWP: We believe in reaching people where they want. Most of our clients want a larger audience. So we show them how to get 10,000 fans, how to monetize it, productivity and all that great stuff.
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GH: Why is social important?
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KWP: Let me ask you a question, when you’re traveling and choosing where to go for dinner, what restaurant do you want to go to, the one with 20 cars in the parking lot or none?
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GH: Twenty.
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KWP: Exactly. That’s social proof. People see that users know, like, and trust you and it also helps you in the algorithm.
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GH: What is the 24-Hour Thunderbolt?
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KWP: I was introduced to the world of direct response marketing. All I saw were pitches and I thought—there has to be a way to develop relationships and still make money off of it. Why don’t we make short bursts of campaigns that don’t exhaust our list or ourselves? In 24-Hour Thunderbolt when we’re running a webinar, we have a 57% show up rate, top 10 in all affiliates launches, and we sell out our events. This works. GH: What steps do you need to take to prepare for a 24-Hour Thunderbolt?
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https://training.com.ve/ KWP: I like to think about it as the 2 types of people who text us. There’s 1 person who you’re excited to read the message they sent you and would take any recommendation they give you. Then, there’s the other texter that is Cousin Bernie, who we don’t want to answer.
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So, what I do is email daily and have conversational types of campaigns that I call daily friend chats. This primes my list to come and listen when I go to sell something.
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GH: What types of campaigns work best with this?
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KWP: We’ve used it for affiliate launches, but only for 24 hours—I won’t exhaust my list for affiliates. If we’re doing events, we sell out. If we’re doing webinars, it’s great. Anything you’re trying to sell and get opt-ins for, it works.
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GH: Okay, let’s deep dive into this. What are the steps of the 24-Hour Launch?
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KWP: Step 1: Decide on a Time-sensitive Reason for the Person to Buy Now You need a really good incentive, it should hurt your stomach. It’s important to train your list so that when you say it’s time sensitive, you mean it.
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Step 2: Include a Teaser Message in a Content Email The day before we run the 24-Hour Thunderbolt I’ll do a Facebook Live and Instagram story, tweet it and put it on LinkedIn. We’ll tease that the next day I have a really big announcement and then tell them who it is for and what they are going to get out of it—but then I don’t tell them what it is. Your superfans are on alert and primed to buy the next day. There aren’t any links to landing pages. We’re just creating urgency and buzz. Step 3: Schedule Your LiveCast If you go to your Facebook business page, go to Insights, and click posts, it will show you when most of your fans are online. You must put your live on when most of your fans are online. For us, that’s 11am Eastern. 654
https://training.com.ve/ Step 4: Send an Email Out the Day of the LiveCast Only send this email if you’re doing the LiveCast in the afternoon. If your LiveCast is before noon, then I don’t do this. Then I only send an email out at LiveCast start time.
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We use really creative messaging in these emails, I’m not giving them any content of any value, I’m just telling them about the product I’m selling. The announcement is, “I have a special announcement. This is the bonus and here is how you get access to it.” Focus the announcement around the bonus so they come on the LiveCast to get more information.
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The best subject lines to use is “starting now,” “your link is included,” “we’re live,” “jump on this instant.” Keep these subject lines only for these moments, don’t use them during other times.
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Step 5: Present the LiveCast
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I use the same formatting on a webinar as I do on the announcements. Who is this for, why should you care, why should you pay attention, and what value do you get from watching me. I interact with the webinar viewers, say hi to them in the comments, and create that social proof. Then, we get into the big announcement, why it matters, why it’s time sensitive, and the bonus for getting it. Then, we open to questions and answers. Be ready to keep answering the same question, over and over again.
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Make sure to announce the person’s name as people make purchases. Announcements of sales dramatically increased our sales because people want to know that others have bought first. Also, I keep my chats private. People can’t talk to each other. I’ll answer each person’s question on air and make them feel super smart for asking it, but I don’t let them talk to each other to avoid conflict. GH: What tips do you have during that call to encourage people to buy? KWP: You want to remember that nobody cares about you or your product, they just care about what it’s going to do for them. We’ll have 1 sentence 655
https://training.com.ve/ about why they should buy this, I’ll put it on a huge whiteboard with the URL and I’ll just keep pointing to it and repeating it. We need to hear the reason to do business with someone 27 times before we’re ready to buy. Love on your customers, make them feel really good for being there, and you’ll be able to sell. GH: How do you follow up with everyone who bought and didn’t buy?
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KWP: We’ll take the recording and an hour and a half after we’re done, we’ll send an email out and ask if people want to see what the huge announcement was. The recording goes on a full sales page with my offer on it.
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That evening, around 7pm, we’ll send out an email saying this is your final cart close email. Then, at 11pm I’ll send out 1 more email to everyone who opened and tell them this is the absolute last time to purchase.
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If you are using this for affiliate launches, you have to do this on cart close day. You only want them to get these messages on that day. For example, if you have an event, the ticket isn’t time sensitive but adding an offer to the ticket purchase can be.
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Also, everything we do, we always make sure it ties into something else that we do. My favorite bonus to give is time with me. I’ll do bonus calls (where they’re going to get an outcome) as an incentive. For example, recently we did a promotion for Josh Turner promoting The Appointment Generator. My bonus was a call with me where I walk through Josh’s prospecting system, then give them my Million Dollar Sales Campaign, overlay it, and rework their campaign so they can get more sales. This allows me to have a conversation with someone that just bought a $5,000 product and—I have a lead for my Mastermind class. I have multiple people in my Mastermind now that came in through that funnel. Think about how you can use the bonus to achieve another goal. GH: Can you walk us through your favorite 24-Hour Thunderbolt campaign?
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https://training.com.ve/ KWP: I did a webinar for a new product launch of How to Launch a Membership Program in 21 Days. It was $500. We had 587 people opt-in 257 showed up and we closed 18% on the webinar. I generated over $27,000 worth of sales on the campaign without any advertising. For affiliate launches, we’ve gotten in top ten with all of them off of the 24Hour Thunderbolt.
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We had 1 launch for an event in October and in August we had sold 17 tickets. We had the room blocked and if we didn’t fill it we would have to pay for them. So, we decided to launch a 24-Hour Thunderbolt. Our goal was to sell 80 tickets, we sold 72. At the event, we generated $357,000 of sales.
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We ended up hitting our 80 ticket sales by using a credit email. Instead of sending a coupon, we give them an e-gift certificate. This is how we sell out promotions when we have a few more sales to hit our goals. It’s always an odd number. We gave all of our buyers a $147.00 gift certificate to use and we sold out that day.
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I have a client that gives a $2.38 credit that works incredibly well. Credit makes us think we’re wasting money if we don’t use it over a coupon that doesn’t feel like it’s money that you own.
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That being said, you can’t ever, ever, ever give in when they beg you to give them the offer the next day. If you do this, you’ve trained them that you’ll give the offer and you no longer have the time limit.
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GH: What is 1 thing in 2018 from your business that was a massive success? We were looking for a way to scale our business and at the end of 2017, I sold my PR agency and got to focus on coaching and teaching. It had always been my true love. But, I needed a bigger audience, I only had 8,000 people. I listened to Experts Secrets by Russell Brunson and his suggestion was to do 1 webinar every week for an entire year. We grew to 127,000 people using this strategy. Right now we ROI each webinar by 7.2% every week. We stuck with the 1 thing that was working and kept doing it and kept doing it. GH: What’s the worst thing that happened in 2018? 657
https://training.com.ve/ KWP: I have 2. When I sold my business, obviously money was good and I was busy. I took my eyes off of the ball and we didn’t collect membership payments for an entire month without knowing. The PayPal subscription broke and we didn’t have a system that told us that. That was my mistake and I wasn’t going to charge my customers, so I lost tens of thousands of dollars. The second, I had somebody who was doing the marketing for us and wasn’t using relationship marketing, it was just marketing. I shouldn’t have stopped using personality-based marketing.
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GH: If you could turn back time and talk to yourself when you first stepped out as an entrepreneur, what advice would you give yourself?
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KWP: I lived in a small town in Pennsylvania and I spent too much time trying to blend in. If I could go back in time, I would tell myself, “You were created uniquely for a reason. Our passions are not an accident, they are our Godgiven superpowers and if we lean into them with full force, we can fly from the moment we start.” I would have used that to grow my list from the very beginning.
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Roland Frasier
CEO, WarRoom Mastermind
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Tool Wizardry: We Reveal Our Most Coveted, CloselyGuarded Secret Stash Of Awesomely Effective Marketing Tools For You To Steal Session Description: One of the most popular sessions at T&C every year, in this session DigitalMarketer partner, Roland Frasier, reveals all of the latest tools that we, our teams, and our high-level War Room Mastermind members are using across all of our businesses to outperform the competition, automate our businesses, and gain as many almost unfair competitive advantages as we can. If you’re looking for tools to make your life easier and your business way more successful, you won’t want to miss this one.
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https://training.com.ve/ To find the tools that others used to build their website: Builtwith.com • Use to generate leads • Use to see what others are building their website with Datanyze.com • What are the top tools in terms of the percentage of websites using them based on an industry
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Competitive Intelligence Tools: Essential:
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Similarweb.com • Detailed desktop/mobile traffic, demographic, popular pages information
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Adbeat.com • Ad histories, days on market, networks, creative landers
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iSpionage.com • Customer journey from ad network/creatives to lander
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SEMRush.com • SEO keyword research, ads, backlinks
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aHrefs.com • Backlinks, keyword/competitive analysis, rank tracking Ghostery.com • Chrome extension displays all onpage ad tech WhosMailingWhat.com • Direct mail + email campaign performance tracking Crayon.co • Complete competitive intel on product launches, site changes, and price tracking 660
https://training.com.ve/ TubularLabs.com • Video intelligence, performance tracking, and leaderboards Alexa.com • Web ranking ad competitive intelligence Optional: DataMinr.com • Discover high-impact news before the media does
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Follow.net • Lowend, all-in-one ad intelligence tool
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Whatrunswhere.com • Competitor ad intelligence tool
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Content Marketing:
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Hawkeye.ai • Uses AI to analyze the relevant web
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Grouphigh.com • Largest blogger database
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Vastclicks.com • Turn curated content into leads Storybase.com • Grow organically with content marketing Marketmuse.com • Plan, build, and optimize your content with AI Expertisefinder.com • Search engine for journalists to find audiences
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Swiped.co • Profitable marketing inspiration and analysis
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Ecommerce Tools:
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Izooto.com • Grow eCommerce using web push notifications
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LTVPlus.com • Agents that grow your sales and conversions
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Amazon:
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Zontracker.io • Track Amazon sales from Facebook ads
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Funnel, Cart, & CRM Tools:
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Revealbot.com • Advanced automation for Facebook ads
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Smartly.io • Combine creative and buying automation on a single platform
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Keyword Research:
Grepwords.com • Local intent keywords, commercial intent keywords, video intent keywords, suggestions for Amazon, suggestions for eBay Keywordeye.com • SEO data Keywordrevealer.com • Discover low-competition keywords 664
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Outgrow.co • Highly interactive content
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TOFU Quizzes, Contests, & Games:
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Gleam.io • Marketing apps
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Leadquizzes.com • Generates leads from quizzes
Calculoid.com • Web calculator for pricing and checkout Maitreapp.co • Referral marketing platform to launch a prelaunch campaign Upstart.me • Targeted email newsletters that you can sponsor
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SEO:
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Clickflow.com • Organic traffic
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Dibz.me • Quality link scraping
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TrafficGetting Tools:
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Bombbomb.com • Video emails
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Sigstr.com • Email signature marketing
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The List:
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Mailshake.com • Generate leads with cold emails Voilanorbert.com • Find anyone’s email address
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Tubebuddy.com • Keyword research for YouTube
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Video:
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Tubesift.com • Extract extensive lists of highly relevant and popular YouTube videos with monetization enabled
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Useloom.com • Instantly shareable videos Lumen5.com • Transform articles into videos VidIQ.com • YouTube growth Onlinefreetools.com • Extract tags from a YouTube video
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LiveStreaming:
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Belive.TV • Engagement for Facebook Live
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Restream.io • Stream live video to 30+ platforms
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Livereacting.com • Interactive Facebook live videos Liveleap.com • Automatically share Facebook Live video Images: Photofeeler.com • Rates photos on scale of competence, authenticity, etc.
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Retargeting:
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Pixelme.me • URL and UTM manager for savvy marketers
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Pixelyoursite.com • Track pixels with a Wordpress plugin
Influencers:
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Optinmonster.com • Convert visitors into subscribers
Intellifluence.com • Get reviewed, build awareness, and increase sales Klear.com • Monitor influencer programs Influencerfee.com • Influencer engagement and money calculator for Instagram 670
https://training.com.ve/ Analytics: Nachoanalytics.com • See any website’s analytics account
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En.ryte.com • Monitor, analyze, and optimize your website
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Conversion Optimization:
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Bizbible.com • Revenue attribution
Intercom.com • Acquire customers, engage customers, support customers aws.Amazon.com/polly • Turn text into life-like speech using deep learning Landbot.io • Create Chatbot 671
https://training.com.ve/ Scheduleonce.com • Online scheduling for customers and prospects Geofli.com • Convert website visitors to customers
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Pingdom.com • Insights on website availability and performance
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Wigzo.com • Personalize web, apps, and emails
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Crankwheel.com • Call inbound leads within seconds
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Leadconnect.cc • Phone Button website widget that doubles conversions
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Pushover.net • Real time notification on Android, iPhone, iPad, and Desktop
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Connectio.io • Synchronize an autoresponder into Facebook custom audiences
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Browserstack.com • Access to 2,000+ real mobile devices and browsers Privy.com • Capture emails and reduce abandonment with on-site displays and automated emails Profitwell.com • Free subscription metrics Rejoiner.com Email campaign builder and A/B tester
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Social:
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Linkedhelper.com • LinkedIn sales navigator and recruiter
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Hypegrowth.com • Grow your Instagram and Twitter following Dux-soup.com Find, attract, and engage with your prospects on LinkedIn Socialmonials.com • Social media optimization that self-optimizes revenue Poweradspy.com • Facebook ad intelligence
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https://training.com.ve/ Anyleads.com • Find leads, drive traffic, and create content for lead generation
Personalization:
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Rev.com • Transcription, captions, and foreign subtitles
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Niftyimages.com • Personalized images
Rightmessage.com • Personalized website experience based on email list Swrve.com • Personalized messaging across mobile, email, web, TV (OTT), etc.
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Business Operations + Tools:
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Gong.io • Sales conversions based on scientific research
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Modok.com • Customizable portfolio of global business solutions
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Otter.ai • Notetaking and collaboration app Looop.co • LMS that delivers effective employee training Kiite.ai • Provides information from subject matter experts, existing content, and other platforms through your existing chat interface Monday.com • Visual, collaborative work space
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https://training.com.ve/ Trainual.com • Documentation and how to’s for your business for faster onboarding Leadfeeder.com • Shows you the companies visiting your website, how they found you, and what they’re interested in MadKudu.com • Predictive analytics that generate pipeline
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Frontapp.com • Shared inbox for teams
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Atlassian.com/software/confluence • Shared workspace
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Clodagh Higgins
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Digital Agency Coach, Consultant, Author & Podcaster, Growit Group AS
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Unlock the People-Power in Your Agency to Achieve Your Personal and Professional Goals Session Description: In this session, Clodagh will give you step-by-step strategies to create & retain talent in your business. Learn how to get the MOST from your agency people so that you can get the MOST out of your business for you and your team.
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https://training.com.ve/ There are 7 steps to unlock the power of your team members and reach your agency’s goals. Step 1: Acknowledge the Entrepreneurs & Employees
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Entrepreneurs and employees have different traits and not embracing these differences are what makes teams fail.
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Step 2: Realize It’s All Internal
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You need to be brutally honest with yourself. What are you actually doing in this business? What is your Why? If you are in a partnership this is a great exercise to do together. Take a few hours out of the office and sit down to write your story: • • • •
Why did you start the agency? What do you believe in? What is your mission for the business? Where do you see the business going in the next year, 3 years, 5 or even 10 years? • What are your core values of the business and your personal core values? 678
https://training.com.ve/ A great tool to use for this is the VTO—Vision/Traction Organizer. Step 3: Always Be Hiring The wrong time to hire someone is when they are urgently needed in your business. You cannot give them the time to learn and grow into the role if you are putting pressure on them to deliver.
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By having an “always hiring” approach you will be able to hire the right people just before you need them. On your “We are hiring” page, have a list of job roles and descriptions of responsibilities in those roles—you may not be hiring immediately but as you grow and there is natural attrition in your business you will need to build a bench.
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In order to get to your destination, you need to have all the team on the boat in the right place and rowing in the right direction.
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• To assess your crew, start with a Skills Map • Free download available on A Happy Healthy Digital Agency Resources Page, “Creating A Centre of Excellence” • This download has a list of all the skills you need people to have in your agency • Ask everyone to self-evaluate • Meet with each member of the team one-by-one and discuss their scores • Are some too high? • Are some too low? • All can be demonstrated by examples of their work. • Ask them where they see themselves in the company and discuss 679
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where you see them in the future and what they need to do to get there • Ask them what their personal goals are: • Saving for a house? • Saving for travel? • You can work with them to set targets around their job roles that are linked to helping them achieve their personal goals
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If you are absolutely not inspired to do the evaluation work, you’re not alone. Ninety-nine percent of agency owners don’t want to do this work. • If you have more than 6 people on your services/delivery team hire a manager so they have one-on-ones with your team, create career plans, help plan capacity and be the first point of escalation for any client issues. Step 5: Upskilling is the Key to Your Future The future of your agency lies in the expertise of your team. • In order to be an expert in this ever-changing world of digital marketing, it is essential to make sure everyone is learning all the time 680
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• Create a culture of learning • To get started, create a once a month lunch and learn session with your team • Have team members complete certifications together • Have brainstorming sessions with team members on ideas for your marketing • Create a “show and tell” where account managers share success stories with one of your clients and give them advice if they are stuck on something • Have 10% of your week be dedicated to learning
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Another challenge that agency owners experience is they feel their team has a lack of knowledge of how their business works. It’s up to you to educate your team.
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• Walk your team through your profits, revenue, expenses, margins, etc. • Work with your accountant to set some clear revenue and profit targets and share with the team • If possible, create a target for the team (like an end of year team dinner or night away) if you get 5% over your profit target for the year • Show each person how they are contributing to the profit goals • Have everyone working together
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Step 7: Build a Community
In today’s world, everyone is looking to belong to a community or a cause, your agency can be a place where people can: • Make a difference to other businesses • Positively affect lives • Grow and learn together ...Imagine creating that?
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Mike Rhodes
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Founder & CEO, WebSavvy.Com.Au
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What’s Working Now in Google Ads & A.I. Session Description: A.I. is changing the game - again. In this session, Mike will teach you which Google A.I. features to leverage (and which to avoid). You’ll leave with a detailed and practical guide for your agency or business so that you can optimise your accounts and grow your revenue in 2019.
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https://training.com.ve/ When smart humans work with smart machines, we become “extra-human.” We’re able to use deep learning to predict behavior. Google Ads AI is becoming really good at making these predictions and it’s only going to get better. It’s our job as humans to define the target and it’s the machine’s job is to optimize it for maximum ROI. To define our target, we start with The Profit Curve:
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• Our maximum profit is found between Points A and B • Ideally, you want to work toward Point B because that’s where Google will favor you over the competition • Test different CPA targets to get this sweet spot • Anything past Point C is when you start spending more money than you are making
There Are 4 Strategies Working Well in Google AI: 1: Search Strategies Smart Bidding lets Google use machine learning to optimize campaigns • DON’T set it and forget it 683
https://training.com.ve/ • Test before you trust the ML Audiences Remarket to users who are searching your keywords on Google Add audiences to your search and shopping campaigns Overlay your list by uploading it into Google Use in-market audiences • Google knows who is looking to buy a product • For example, a washing machine
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• • • •
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Use Responsive Search Ads
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2: Google Display Network
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• The machine isn’t good (yet!) at writing copy • It is good at mixing and matching headlines and descriptions for us • Each ad can have 15 headlines and 4 descriptions total • Google is favoring these ads right now • Again, test, test, test • Warning: Currently the reporting isn’t great on these ads
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The most important thing is to optimize the display for the right data. To get it to optimize faster, change what you’re optimizing for. Move it further up the funnel. Optimize for people viewing the check out page or clicking the add to cart button. • This is the start of Visitor Lead Scoring Smart Display… sucks • Google takes over everything and runs your whole display campaign • Don’t use it Use The Display Grid to build your campaigns instead:
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(RELATED: [Parts 1 & 2] The Display Grid: How to Scale Your AdWords Display Campaigns Profitably with Laser-Focused Targeting and the Right Choice of Ad Type)
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Control Placement of Your Ads
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• We have a list of 3,000 websites that we’ve built over time to make sure our ads get seen on those websites • Find scripts to build your own list so you can exclude sketchy websites
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Pay for Conversions
• You set the price and only pay when you get a conversion • It’s now available on all display campaigns • Test, test, test Use Responsive Display Ads • The machine mixes and matches to see what the best ad is • Each ad can have 5 images, 5 headlines, 5 descriptions • Have at least one RDA 685
https://training.com.ve/ 3: Shopping Smart Shopping • When this works, it works really well but it’s not always working (yet) • Dynamic Remarketing • Compare an old shopping campaign and to a smart shopping campaign to get the results of the smart shopping campaign • Make sure to give the machine a target ROAS
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Feed Management is the most important thing in a shopping campaign
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• Create feed rules • Tool: Optmyzr • Show attributes of products to see why some products are getting more conversion than others
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Tool: remove.bg
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Pre-roll Ads
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4: YouTube
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• Removes the background on images to give you a clean image • Products displayed with white backgrounds sell at higher numbers
• If pre-roll ads aren’t working, you’re not targeting correctly • Template: • Grab attention in the first five seconds • Call out who the ad is for and who it isn’t for so anyone that isn’t your audience skips and you don’t have to pay for them to watch the ad • Oversize graphics • People are watching these videos on their phones • Keep it short and sweet • Have a strong call-to-action 686
https://training.com.ve/ TrueView for Action
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TrueView for Shopping
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• Click on the “Leads” action when you set up the campaign • Make your end screen look like this:
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• Create ads that are bumpers, not designed to sell a product • Filter products that fall into shopping ads • Show the same product underneath the video • This is at a campaign level • Exclude all kids shows Use the Direct Response Marketing Arc:
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Tools to Use: Genero.com
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5: The Opportunity
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• Rethink how your agency is set up • Rethink how you do marketing • Rethink how you use Google AI to get better results Where is the opportunity to grow?
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Joe Polish
Founder, Piranha Marketing
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Connected: The Weird Little Strategy That Allows You To Partner with Richard Branson, Billionaires, Movie Stars + Influencers Session Description: To become partners with industry titans, like Richard Branson, you have to become a master of your personal development, become a results leader, avoid being an information junkie, and share your knowledge. Here’s how Joe Polish has positioned himself to be partnered with these titans and to become a leader who is positively impacting the world.
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https://training.com.ve/ There are 4 steps to take to become the entrepreneur who partners with industry leaders like Richard Branson. The first is to connect with yourself first.
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• You need sleep • You need to connect with your personal life • You need to put energy into your relationships
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We live in a shallow world without a lot of depth and rarely do we deep dive on ourselves. If you’re not connected to yourself, how can you connect with customers, team members, and these massive industry titans?
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When you’re personal life is thriving, your business follows suit.
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The second is to shift from being a thought leader to a results leader.
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Your thoughts are great but what are you doing with them?
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To be a results leader, you need to have an impact, you need to change something. This comes down to understanding your purpose, which is a direct connection to connecting with yourself. The third is to avoid being a seminar junkie.
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Marketers are so promiscuous. We work on a ton of things at once and rarely focus on 1 strategy, client, or goal. You’re better off mastering 1-3 books over reading 50. That deep dive is 10x more beneficial than knowing a little about a lot. If you’re going to join a Mastermind group, go deep with that group instead of looking to join other groups too. The fourth is to share your knowledge. Go and learn things and then share what you learned with other people. Knowledge is a form of currency—it’s relationship capital. When you share
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https://training.com.ve/ your knowledge, you end up on stages you never imagined and interviewing people you’ve always looked up to.
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At the beginning of your career, you’ll get paid for what you do. One day, there will be a shift and you’ll start getting paid for who you are. You’ll become the partnership that new entrepreneurs are seeking and you’ll have the impact that you hoped for.
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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Closing Keynote: Prioritizing Growth: A Proven Formula For Ranking & Prioritizing The Ideas That Will Grow Your Business (And Eliminate The Ones That Won’t) Session Description: Welcome to the event that just gave you TOO many good ideas. We want you to capitalize off of everything you have learned from the Traffic & Conversion Summit 2019 and I’m going to show you how. Here is the Ranking and Prioritization Formula DigitalMarketer uses to find the ideas with the greatest impact and highest ROI.
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https://training.com.ve/ If you attended each session at the Traffic & Conversion Summit and heard even one good idea per session, you’d have a lot of new ideas to implement in your business. If you came with a business partner, you are leaving with double that. “Capital isn’t that important in business. Experience isn’t important. You can get both of these things. What is important is ideas.” - Harvey Firestone We want you to capitalize off of everything you’ve learned from the Traffic & Conversion Summit 2019, and I’m going to show you how.
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Pro Tip: The best implementation insurance you can buy are the T&C recordings. They come out to $1.38 per recording, and you get to teach your team what you’ve learned and get them excited for the ideas you’re going to capitalize off of.
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Four Growth Levers for Categorizing New Ideas
1.
Acquisition
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Having too many ideas isn’t the problem. The problem is identifying the ideas that will have an impact. Which of these ideas will have the biggest impact on growing your business today? Categorize all of the new ideas in four categories:
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• Ideas that drive awareness • Ideas that generate more leads • Ideas that impact the Engage to Subscribe Phase of the Customer Value Journey If your business is taking prospects from the Subscribe to Convert Phase of the Customer Value Journey really easily, this is the idea for you. 2. Activation • Ideas that turn leads into customers • Ideas that qualify leads
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https://training.com.ve/ If you’re really good at getting leads but you can’t get them to convert or ascend in the Customer Value Journey, this is the idea to implement. 3. Monetization • Ideas that turn single purchase buyers into repeat customers • Ideas that increase customer lifetime value (LTV) • Ideas that boost subscriptions
4. Retention
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• Ideas that keep customers and buyers • Ideas that reduce churn
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If you’re great at getting people to buy, but you can’t get them to buy again, this is the main idea that you’ll take home with you.
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Now, We Analyze
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If you don’t have problems getting customers to know about your business but you can’t get them to ascend quickly and stick around long term, this is the idea for you.
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What’s currently working best in your business?
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• We focus a lot on what’s not working in our businesses which isn’t typically where growth happens • We need to scale what is working • What can be optimized to upgrade it from better to best? • What are we doing well that we could be doing better? Which of our website pages is getting the most visibility? • For example, DigitalMarketer had 1,100 people a week visiting digitalmarketer.com/products, but the page didn’t exist • Our breakthrough idea was to build a page and put all of our products on the page, leading to something miraculous 694
https://training.com.ve/ • Users came to that page and bought stuff without us sending an email, spending more on Facebook ads, or making outbound phone calls • It’s still one of the highest visited pages on our website What are the industry benchmarks? • Where are we over or underperforming? Next, Brainstorm Possible Solutions
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• Bring your team together and talk about new ideas • Don’t talk about constraints for the ideas • Don’t shut down ANY idea • Link all of the ideas to the four pillars above • Start with the executive level team, and then brainstorm with every department about every department
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The Idea Ranking System Used by DigitalMarketer
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Impact
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Time is your most valuable resource, so if you’re going to deploy it—make sure it’s worth it. For each idea you have, rank it on a scale of 1-10 for each of the below:
Confidence
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• If the impact of the idea is really high, we should probably do it
• What are the chances that this actually works? • Have we done this before? • Is our competition doing this? • Is someone we know doing this? Ease • How long should it take to do this? 695
https://training.com.ve/ • How much bandwidth do we have? • Can the team handle it? Now You Have Your Action Item • Pick your one big idea • Make sure you know how to calculate the ROI on the idea
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Which one session or idea will have the greatest impact on your business today?
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OFFICIAL NOTES 1
https://training.com.ve/
ABOUT TRAFFIC & CONVERSION SUMMIT
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It’s a fact. Digital marketing changes FAST. And that’s why every year, for the last 10 years, thousands of the world’s smartest marketers have descended upon San Diego, California to learn what’s new, what’s hot, and what’s actually working RIGHT NOW in digital marketing. Now, it’s your turn.
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If you’re a marketing professional, agency owner, consultant, or entrepreneur, Traffic & Conversion Summit is YOUR event. Welcome home.
TRAFFIC & CONVERSION SUMMIT
c Copyright 2019 Traffic & Conversion Summit, LLC | All Rights Reserved.
trafficandconversionsummit.com
https://training.com.ve/
Table of Contents OPENING KEYNOTE - It’s the End of Marketing as We Know It (and I Feel Fine) | Ryan Deiss....................................................................................................... 15
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“The Squatty Potty Secret Sauce” Revealed: Why Aiming for Viral Videos Is the Wrong Approach to Marketing Your Brand | Daniel Harmon & Benton Crane........................................................................... 23
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Are You Selling Information? Use the 4-Step Audience Ascension Ladder to Explode Your Sales | Russ Henneberry............................................................................................... 34
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How to Craft an Individualized Online Experience that Dramatically Increases Conversions and Creates Raving Fans | Austin Distel..................................................................................................... 40
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Inbox HERO: How to Write Emails that Will Have Your List Clicking, Buying, and Drooling at Every Word | Laura Belgray.................................................................................................... 52 The Agency of the Future
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| Erik Huberman & Marcus Murphy......................................................................... 56 17 Unique Marketing Tweaks You Can Copy, Proven to Drive Instant, Guaranteed Results | Roland Frasier................................................................................................... 60 7 Strategies That Won Big for DigitalMarketer in 2018, Plus 1 That Failed Miserably | Justin Rondeau................................................................................................. 67
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https://training.com.ve/ From Poop to Gold: A Fireside Chat with Dan Harmon | Daniel Harmon & Garrett Holmes......................................................................... 73 Proving ROI of Community: How to Nail Down Value for Members and Drive Tangible Business Impact | Suzi Nelson...................................................................................................... 78 The Agency Growth Funnel | Ryan Deiss....................................................................................................... 87
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Three Money-Making Messenger Marketing Flows You Can Copy and Paste Into Your Business | Arri Bagah........................................................................................................ 93
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From Monk to Media | Jay Shetty...................................................................................................... 103
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“TRUST ME!” Spend Less Time Getting MORE Clients by Boosting TRUST & Social Proof | Jeff Mask....................................................................................................... 112
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7-Figure Crowdfunding Hacks and How to Use Personalization to Find Your Flow: A Fireside Chat with Arman Assadi & Chad Mureta | Arman Assadi, Chad Mureta, & Garrett Holmes.................................................... 116 Brand New To YouTube Ads? Here’s a Step-By-Step Guide To Go From $0 to $1000/day Profitable Spend (and Beyond) in the Next 30 Days | Tom Breeze.................................................................................................... 123 Steal These 7 Content Strategies to Upend Your Milktoast Content Marketing | Lindsay Marder............................................................................................... 128
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https://training.com.ve/ The Rapid Agency Growth Plan: A Surefire Strategy to Scale Your Agency and Land High-Paying Clients Who “Get It” | Dominic Cummins........................................................................................... 136 “The Wholesale Traffic Formula” - How to Instantly Leverage Social Content with Paid Traffic to Drive 2 Penny Clicks and 10 Cent Leads With These 3 Simple Hacks | Perry Belcher & Keren Kang.............................................................................. 141
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How to Build a Social Media Sales Machine (with Organic Content + Paid Facebook Ads) | Amanda Bond................................................................................................. 145 Making Wisdom Go Viral
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| Jay Shetty & Brendon Burchard......................................................................... 149
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Profit with Facebook Ads from Day 1 by Optimizing the Most Important (and Under-Utilized) Webpage in Your Funnel | Nicholas Kusmich............................................................................................ 154
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The 3 Timeless Truths of Launching Any Campaign: Learned from Working with Lebron James, Nike, and Southwest | Beau Haralson................................................................................................ 158
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What Affiliates Want: How To Recruit, Incentivize, and Close Top Affiliate Partners To Go Big For Your Offers And Dramatically Accelerate Your Affiliate Profits | Amber Spears................................................................................................. 166 “The Smart Social System” - Copy the Same Content Marketing Strategy I Used to Build 4 Brands and Generate over $50 MM in the Last 3 Years | Ezra Firestone................................................................................................. 171
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https://training.com.ve/ 7 Conversational Marketing Secrets that Will Give Your Business an Unfair Advantage in 2019 | Dave Gerhardt................................................................................................ 176 Attract and Retain your Best Clients with Challenge Funnels: A Fireside Chat with Dave Woodward | Dave Woodward & Garrett Holmes.................................................................... 181
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Build an Evergreen Sales System with YouTube | Sunny Lenarduzzi............................................................................................. 184
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How One Checklist Generated 6 Figures in One Day: Utilizing the Power of Micro-Events | Zenovia Andrews............................................................................................. 189
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The Google Ads Amplification Matrix | Dev Basu....................................................................................................... 192
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The One-Million Dollar 7-Day LIVE Launch | Brendon Burchard........................................................................................... 198
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How to Produce High-Engagement, High Production-Value Videos on a Shoestring Budget | Victoria Grech................................................................................................. 202 Overcoming the Hardest Challenges Faced by the Modern Entrepreneur: A Fireside Chat with Russ Perry | Russ Perry & Garrett Holmes............................................................................. 208 Quiz Funnels! 3 Quizzes You Can Use to Explode the Growth of Your Email List This Year | Ryan Levesque................................................................................................ 213
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https://training.com.ve/ The Rank And Review System for Amazon Sellers: How to Use Messenger to Take Control of Your Amazon Business | Michelle Smith................................................................................................ 225 What The Top 1% of Agencies Are Doing To Outpace Their Competition | Marcus Murphy............................................................................................... 235 Closing Keynote: Interview With Entrepreneur-Billionaire Richard Branson | Sir Richard Branson & Roland Frasier.................................................................. 239
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Instant Authority - 5 Steps To Crafting a “Micro-Brand” That Captures the Heart, Mind, and Wallet of Your Audience | Ryan Deiss..................................................................................................... 245
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How To Build A Modern Marketing Team | Richard Lindner............................................................................................... 251
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How in The World Are Influencers Crossing $10M/Year Sharing Their Advice and Content!? | Brendon Burchard........................................................................................... 256
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Monetization Magic: 21 Proven Money-Making Strategies from a $300 Million Business | Katie Vogel..................................................................................................... 260 The Client Conversion Campaign: How To Write Cash-Generating Copy That Eliminates Unqualified Leads From Clogging Up Your Calendar and Gets Ideal Prospects To Show Up To The Sales Call Ready To Buy | Jennifer Hudye............................................................................................... 269 The New Content Machine | Tucker Max..................................................................................................... 276
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https://training.com.ve/ The Social Search Traffic Method - A 2019 Pay-Per-Click Ads Game Plan | Vince Reed..................................................................................................... 281 “Wicked Smart” Marketing Tactics, Strategies & Tweaks You Should Be Leveraging (But Probably Aren’t)
| Ryan Deiss, Roland Frasier, Perry Belcher, Richard Lindner, Ezra Firestone, | Robyn Crane, Cole Humphus, Amanda Dobson, Wesley Rocha, Rachel Miller, | & Syed Balkhi................................................................................................. 289
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Big Money From Small Events: How I Made $1 Million+ In New Revenue From Running Live Events On A Shoestring Budget | Oli Billson...................................................................................................... 306
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Building Organic Traffic & Boosting Authority With Guest Podcasting and Blogging: A Fireside Chat with Sherry Bonelli | Sherry Bonelli & Garrett Holmes........................................................................ 311
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How to Create Incredible Fans and Viral Videos that Get a Million Views | Trent Shelton.................................................................................................. 318
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How to Rock Your Product Demo | Dan Martell.................................................................................................... 322
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The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI with Facebook & Instagram Ads | Ralph Burns.................................................................................................... 325 7-Step “Success Loop”: How I Generated Over $1 Billion With My Brands & Companies | Dean Graziosi................................................................................................. 332 How DigitalMarketer Increased In-Funnel Trial Take Rates by 700% | Justin Rondeau............................................................................................... 337
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https://training.com.ve/ Plugging Revenue Leaks to Maximize Your Ad Spend and Create an AirTight Funnel | Grant Perry & Brian York................................................................................... 343 Selling in 2019 - A Conversation Between Two Veterans | Marcus Murphy & Jarrod Glandt........................................................................ 349 Tap Into the Power of Design to 3x Your Website Conversions | Joana Galvao.................................................................................................. 356
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The Powerful 1-2 Book Launch-to-Documentary Strategy to Grow a Massive Following | Rachel Hollis & Brendon Burchard...................................................................... 360
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5 Mental Triggers Influencers Use to Create Lucrative Sales Videos and Ads | Dean Graziosi................................................................................................. 366
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Conversion Multipliers: How to Instantly Double or Even TRIPLE Your Offers Conversions by Leveraging These 3 Quick, Simple and Proven Methods | Perry Belcher.................................................................................................. 369
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Secrets Of $100 Million+ In Webinar Sales: 4 Keys to Maximize Conversion and Profits | Jason Fladlien................................................................................................. 374 The “Success Gap” Framework - Our Proven Method to 5X the Traffic & Growth of Your Digital Business in 18 Months or Less | Syed Balkhi.................................................................................................... 381 The 5-Step Formula to Create A Viral-Generating Audience | Rachel Miller................................................................................................... 387 What It Takes To Scale a 7-Figure Agency: A Panel Discussion
| Sonya Keenan, Jeanna Pool, Zenovia Andrews, Susan Sly, & Marcus Murphy............. 391 9
https://training.com.ve/ “Hot Seat” - Live Deep-Dive Critique of Over $3MM eCommerce Ad Spend | Molly Pittman & Ezra Firestone.......................................................................... 397 7 Hacks Working Right Now Which Can Boost Your Average Order Value By As Much As 200% | Todd Brown.................................................................................................... 402
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Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models | Roland Frasier................................................................................................. 408
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Critical Lessons Learned from Bootstrapping Saas to Explosive Growth: A Fireside Chat with Dave Rogenmoser | Dave Rogenmoser & Garrett Holmes.................................................................. 425
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How to Launch a Business Podcast and Own Your Category with “Lifestyle” Social Media | Julie Solomon & Brendon Burchard.................................................................... 431
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The 3-Pillar LinkedIn Ads System | Ben Kniffen..................................................................................................... 436
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“The Soap Opera Offer”: Discover TV’s Secret Storytelling Formula for Hooking Viewers, 3X’ing Conversions, and Driving INSANE Customer Loyalty | Perry Belcher.................................................................................................. 444 How to Create a Predictable Business that Is Systematic, Automatic, and Scalable Without Stumbling Through the Maze of the Strategies, Tactics, and Tech | Brad Martineau............................................................................................... 448 More Engage, Less Enrage
| Ross Andrew Paquette, Richard Lindner, Kyle Bonnstetter, & Daniel Matishak............ 453 10
https://training.com.ve/ Secrets of eCommerce Giants: How to Eliminate 100% of Your Duty Costs and Save (Literally) Millions Per Year (PLUS the Keys to Breaking Into the Canadian Market) | Steven Page & Daniel Carnat............................................................................ 459 Shocking Lessons from $1.3 Billion in Ad Spend: A Fireside Chat with Scott Desgrosseilliers | Scott Desgrosseilliers & Garrett Holmes.............................................................. 465
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Why Starting Late (with the Right Marketing Strategies) Can Be an Advantage for Influencers | Dave Hollis & Brendon Burchard........................................................................ 471
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Closing Keynote: 5 Things I Wish I Would’ve Known Eight Years Ago | Rachel Hollis................................................................................................... 476
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7 Numbers for Marketers Who Hate Numbers (What They Mean, What to Do With Them, and Why Facebook & Google Never Agree On Them) | Chris Mercer................................................................................................... 481
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The 6-Step Chatbot Campaign Formula That Will Double Your Traffic and Conversions | Natasha Takahashi........................................................................................... 492
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[CASE STUDY] Learn the AdWords Strategies Our Two Agencies Deployed to Increase a Single Client’s Revenue by $1.3MM in 10 months | Michael King.................................................................................................. 497 Opening Keynote: The $5,000 Word | Sally Hogshead............................................................................................... 504 3 Google Ads Superpowers that Give eCommerce Companies an Unfair Advantage | Brett Curry..................................................................................................... 508 11
https://training.com.ve/ How DigitalMarketer Increased Organic Trials by 71% in 12 Months Through Redesigns, Algorithm Updates, and Technical Issues | Amanda Powell............................................................................................... 522 How to Dramatically Improve Retention and Lead Generation With 3 Moves | Mike Arce....................................................................................................... 529
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Sell Without Selling: My Secret to 800+ Online Front-End Orders Per Day, Every Day | Dean Graziosi................................................................................................. 536
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Find Your Lost Conversions: Social Media Auditing 101 | Ashley Ward................................................................................................... 542
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For Influencers Only: From 6-Figure Debt to 7-Figure Book Deals, the 5 Essential Steps to Building an 8-Figure Personal Brand Business | JJ Virgin & Karl Krummenacher.......................................................................... 554
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How I Grew My Net Revenue By 425% Using Social Media (A Special Presentation for Anyone Who Hates Social Media) | Frank Kern...................................................................................................... 558 How To Use Power Partnerships To 4X Your Business | Perry Belcher.................................................................................................. 562 Overcoming Implementation Paralysis to Focus on the Projects That Matter Most: A Fireside Chat with Sonya Keenan | Sonya Keenan & Garrett Holmes........................................................................ 566 “The Million Dollar” Video Ad Formula That Works Again & Again & Again | Billy Gene Shaw.............................................................................................. 572 12
https://training.com.ve/ Achieving Unicorn Growth: 5 Rapid Customer Acquisition Strategies Guaranteed To Drive Massive Results | Roland Frasier................................................................................................. 576 Expert Facebook Advertising & Analytics | Dennis Yu & Jon Youshaei................................................................................. 585
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Instantly 3X -10X Your List Revenue in 7 Days Flat Without Sending Another Email Or Adding a Single New Subscriber Using The Octopus Method | Amanda Dobson............................................................................................. 590
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The Next GDPR: How the Revised E-Privacy Directive is Going to Shake Up Digital Marketing Even More Than GDPR | Suzanne Dibble............................................................................................... 600
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Unlocking the Power of Your Alter Ego to Transform your Professional Life: A Fireside Chat with Todd Herman | Todd Herman & Garrett Holmes......................................................................... 604
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10 Ways to Grow Your Network, Increase Sales Conversations, and Generate 80% more Leads Using LinkedIn | Marcus Murphy............................................................................................... 608
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How to Scale Your Business Through Joint Venture Relationships | Glen Ledwell.................................................................................................. 612 The Brand Duality: Building Brand Personality + Personal Brands That Work Together To Drive Brand Growth | Ryan Deiss..................................................................................................... 616 The Ultimate Agency Funnel - For Landing Clients On Demand Without Having to Cold Call, Sit In Networking Meetings & Chase Prospects Down | Josh Nelson................................................................................................... 622
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https://training.com.ve/ Turning 1 Customer Into 3: Strategies to Turn Happy Customers into Brand Evangelists and Promoters | Richard Lindner............................................................................................... 631 7 Musts to Start & Scale Your Business to $100 Million Dollars Like I Did | Dean Graziosi................................................................................................. 638
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ACT Like an Analyst: The 3x3 Question Grid to Help Anyone Turn Data into Dollars | John Grimshaw............................................................................................... 643
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The Sales-Boosting Effect of the 24-Hour Thunderbolt: A Fireside Chat with Kim Walsh Phillips | Kim Walsh Phillips & Garrett Holmes................................................................... 652
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Tool Wizardry: We Reveal Our Most Coveted, Closely-Guarded Secret Stash of Awesomely Effective Marketing Tools for You to Steal | Roland Frasier................................................................................................. 659
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Unlock the People-Power in Your Agency to Achieve Your Personal and Professional Goals | Clodagh Higgins............................................................................................. 677
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What’s Working Now in Google Ads & A.I. | Mike Rhodes................................................................................................... 682 Connected: The Weird Little Strategy That Allows You to Partner with Richard Branson, Billionaires, Movie Stars + Influencers | Joe Polish...................................................................................................... 689 Closing Keynote: Prioritizing Growth: A Proven Formula for Ranking & Prioritizing the Ideas That Will Grow Your Business (And Eliminate the Ones That Won’t) | Richard Lindner............................................................................................... 692 14
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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Opening Keynote: It’s the End of Marketing As We Know It (and I Feel Fine) Session Description: Traffic costs are higher than ever, conversion rates are lower than ever, and it’s getting harder and harder to get new brands noticed. Face it…marketing in 2019 is no cakewalk. In this opening keynote, DigitalMarketer Co-Founder and CEO, Ryan Deiss, will break down the cause of these changes, and give you 5 strategies to rise above the noise to compete and win.
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https://training.com.ve/ Technology moves through 5 phases: Phase 1: Discovery and Intention Phase 2: Proliferation Phase 3: Standardization Phase 4: Consolidation Phase 5: Innovation or Disruption Right now, we’re at the end of Phase 5—which means the opportunity for innovation and disruption is the largest that it’ll be for years.
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It’s happened with all these technologies: • Steam Engine • Telephone • Printing Press • Automobile Industry
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History has shown us this cycle over and over again.
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Digital marketing is technology, which means that as digital marketers we are susceptible to the same cycles and forces that impact all of technology. Digital marketing has moved through 4 of the 5 phases:
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Discovery: 1994-2000
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• First banner ad displayed (with a 78% click-through rate!!!) • Dotcom bubble puts the internet in the news • Google AdWords launches
Proliferation: 2001-2009 • • • • •
First Mommy Blog created WordPress launched Facebook, YouTube, Twitter launched Facebook ads First iPhone released 16
https://training.com.ve/ Standardization: 2010-2014 • Google introduced Quality Scores • Panda is launched • Facebook audits advertisements and bans dating sites and weapons
Consolidation: 2015-2019
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• Google and Facebook control 84% of the ad space • Facebook’s ad revenue has doubled from 2009 to 2018 (without adding double the amount of users) • Amazon is accountable for 50% of all U.S. eCommerce sales • Startups spend $0.40 of every VC dollar on Google, Facebook, and Amazon ads • Facebook organic reach is 0.5%
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The question digital marketers are asking themselves today is: do we innovate or disrupt?
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Innovation or Disruption: 2019-? “Today digital becomes king.” -Ronan Shields
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2019 is the year that U.S. digital ad spend will surpass offline ad spend. The digital marketers, agencies, entrepreneurs, and founders who don’t want to accept that it’s time to disrupt are going to be left behind. DigitalMarketer is not one of them. Change is here and our strategy to become a disruptor is simple. Do the opposite of what used to work: 1. Everything that is fast, needs to be slow 2. Everything that is big, needs to be small 3. Everything that is small, needs to be big Here’s an overview of how these 3 strategies work. 17
https://training.com.ve/ Strategy #1: Shifting from Fast to Slow There are 3 ways to make this shift: 1. Fast to Slow 2. Automation to Conversation 3. Scalable to Unscalable and Untrackable Fast to Slow:
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Funnels need to be shifted into a journey. The journey starts as the customer coming to us in an incomplete and sad state. Over time, they shift into a complete, happy state.
Have you mapped your customers’ journey? You can do it for free (without having to opt-in) at https://digitalmarketer.com/journey.
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https://training.com.ve/ Automation to Conversation: For every action, there is an equal and opposite reaction. The action in the past decade has been towards automation and we are about to see a significant reaction to it. This reaction is going to come in the form of talking to your customers. Chat with them on Facebook, use Drift to automate chat conversations on your website, and have bots filter (but NOT replace) basic human interaction.
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Here’s a crazy idea: send emails without links.
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Two questions to ask yourself during this time of disruption are: 1. Do you know how much it costs you to acquire a conversation (CPC)? 2. How much is a conversation worth (VPC)?
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Scalable to Unscalable and Untrackable:
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If you want to kill any idea, say, “It doesn’t scale.”
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What “it doesn’t scale” really means is—we don’t know if it’s working and we don’t know how to track it.
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Do the things you cannot track. Untrackable Idea #1: Send Emails Without Links • Instead of links, ask for replies or ask if your customer has any questions Untrackable Idea #2: Managed Facebook Groups • Assign a team member to manage the Facebook group • DigitalMarketer’s Community Manager Certification Program Untrackable idea #3: Post Unrelated Content • At DigitalMarketer, one of our most popular blog post is 100 Books Every Marketer Should Read 19
https://training.com.ve/ Untrackable Idea #4: Answer Stupid Questions • Find ways to answer questions that your customers inevitably have • Use Quora to answer questions about your industry or place a “Questions and Answers” section on your homepage Untrackable idea #5: One-on-one Onboarding • Assign a team member to onboard each new client
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Untrackable idea #6: Write a Book (or two) • Writing a book is a painful process with absolutely no track-ability—do it anyway
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Untrackable #7: Publish a Podcast • DigitalMarketer has 3 podcasts: Perpetual Traffic Podcast, The DigitalMarketer Podcast, and Business Lunch Podcast • We have absolutely no idea if these podcasts are helping us acquire more clients
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What unscalable strategies should we commit to testing in the next 12 months?
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If you want to know more about becoming an expert at these techniques, read this book, https://drift.com/books/this-wont-scale
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Strategy #2: Big to Small
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DigitalMarketer created a system that has website visitors self-segment themselves. Here’s what it looks like:
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This added form has decreased our conversions BUT it has increased the value we are able to deliver to our customers.
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With this customer segmentation, we are able to pair our customers with the best programs, which means we’re able to increase the number of customers in those programs. As a result, we’re also able to better predict the ROI we can expect from each lead.
Strategy #3: Small to Big
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Fact: No one willingly follows a small idea. But in the age of disruption, it’s time to become a fan of small ideas over big ones. In 2019, marketers need to define new categories for themselves. Drift has defined a new category of “conversational marketing” and entrepreneurs like Sir Richard Branson have defined a new category of “celebrity entrepreneurship.” I suggest reading Play Bigger, the playbook for category creation. In 2019, marketers need to create movements.
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https://training.com.ve/ Don’t tell stories about your product—change the stories your customers tell themselves through the transformation your product provides. Movements matter. If you want your business to matter, start one. Ask yourself, what do we fundamentally believe to be true about the universe and our place in it?
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And that’s why you’ve come to the right place.
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1. The need to generate traffic 2. The need to convert that traffic into revenue
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In digital marketing, we can be certain things will always be changing. But, we can be just as certain that 2 things will never change.
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https://training.com.ve/
Chief Executive Officer, Harmon Brothers
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Chief Creative Officer, Harmon Brothers
Benton Crane
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Daniel Harmon
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“The Squatty Potty Secret Sauce” Revealed: Why Aiming for Viral Videos is the Wrong Approach to Marketing Your Brand Session Description: Harmon Brothers is the agency behind the most successful ads in internet history. Our distinctive video campaigns for brands such as Squatty Potty, Chatbooks, Purple, and PooPourri have driven over 1 billion views and helped produce over $300 million in sales. In this session, you’ll learn humor is great but it’s not the goal, how to maximize the reach of your content, and how you can deliver success within the parameters of your budget. We will teach you how to tell a story that informs, entertains, and sells.
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https://training.com.ve/ Advertising is either ineffective or expensive. Direct response ads are ineffective at branding, but they have a short-term ROI. • For example: The Snuggie Traditional branding builds beloved brands but they are expensive to uphold. • For example: Ford or Nike
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Tip #1: Make Your Ads Character Driven
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Here are 5 tips to create effective and inexpensive ads.
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If an ad or video is too generic, it doesn’t set you apart from the competition.
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For example, this Nike ad:
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Can easily be replaced by this Under Armour ad:
For new companies, we need something more specific. We need characters.
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These Nike and Under Armour ads look alike, but because of the characters they can’t be swapped like we did above.
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By creating a brand character, you get comments like:
Your campaign needs to showcase your customer avatar, it needs to speak their language and it needs to talk about the experiences this avatar is having. 26
https://training.com.ve/ For example with Chatbooks, a photo book and card company, we used a “Real Mom” campaign that focused on the character of an overwhelmed, hard-working, stay-at-home mom. You can view one of the ads of the campaign here.
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These were the results of that ad campaign:
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Tip #2: Your brand character is Obi-Wan, NOT Luke Character stories are what make brands stick. The top 100 grossing films of all time follow a similar storytelling format.
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Your customer is their own hero in their own journey, it’s your job as a marketer to guide them on that journey.
For Camp Chef, a camping grill, stove, and over company, we used a hero’s journey in their campaign, view the ad here. 28
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The results of this hero’s journey campaign were:
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Tip #3: Cut Through the Clutter by Doing Something Surprising but Fitting
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If you surprise the viewers without making it fitting to the product, they won’t remember what the product was. When you tie in a surprise that fits the product, it makes it memorable.
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FiberFix is a company selling household and professional repair products and we created an ad that fit both the surprising and fitting model. You can see the ad here. The ad has 30 million views, has been shared 443,000 times and has increased sales across 30,000 retail stores by over 20%.
Tip #4: Use a Portfolio Approach Direct-response marketers are tempted to focus ONLY on highest-performing assets, but this cuts you off to the amount of customers you can reach. If you create more content, you can reach more customers by increasing the amount of touch points for harder-to-convert consumers. 29
https://training.com.ve/ This other content is called “Side Kick Videos” that establishes the character of your Hero’s Journey video. These are supportive to the hero and, along with your hero video, need to have derivatives for:
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Cinematic Format for Youtube Vertical Format for Facebook Vertical 60s for FB/Insta Vertical 30s for FB/Insta Vertical 15s for FB/Insta 5s Looping Cinematic 60s for TV Cinematic 30s for TV
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• • • • • • • •
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These derivatives are the multiple touch points you’ll use to increase the number of customers you reach and establish a relationship with the harderto-convert customers who need more touches.
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With these derivatives, you don’t want to A/B test across channels (for example, Facebook vs. Youtube), you want to A/B test within channels to see which ad is performing the best.
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Then, measure the entire marketing stack as a whole. No single channel lives in a vacuum and they all impact each other. When you can create a rising tide, all boats rise. This is the most important KPI to measure.
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A short ad without rhythm feels long but an ad with rhythm makes the viewer forget about time. Make the ad as long as it needs to be… but not a second longer.
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Use a “Laugh Graph” to figure out where the content has rhythm and where it loses its rhythm. For example:
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Another way to measure rhythm is with an audience retention curve:
By creating ads that have this rhythm, BedJet, a climate controller for your bed, was able to see these results.
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You can see the ad here.
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Get a free copy of our book, From Poop To Gold: The Marketing Magic of Harmon Brothers by texting POOP to 474747.
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Russ Henneberry
Founder, Modern Publisher
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Are You Selling Information? Use the 4-Step Audience Ascension Ladder to Explode Your Sales Session Description: The average information business struggles to consistently generate leads and sales because they are missing one (or more) of the critical components needed to transform strangers into die-hard loyalists willing to buy everything you sell. In this workshop-style session, you’ll leave with a list of action items that will set your information business on the path to enormous sales growth.
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https://training.com.ve/ Information products are: • Courses • Books • Events • Etc.
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Distribution methods are: • Stage presentations • Search • Advertising • Email • Social
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The 4-Step Audience Ascension Ladder sells information products through distribution methods. This is how you transform people who don’t know who you are into high ticket buyers.
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https://training.com.ve/ Step 1: Attention Everyone thinks this is what content marketing is but it’s just the start. In Step 1, you’re driving attention to your business by giving away free products through basic distribution methods. At this stage, you have the least amount of distribution methods available to you because you haven’t captured the prospect’s information yet.
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Product Examples: • Blog • Podcast • Video • Social
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Distribution Methods: • Search • Social • Advertising
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In the attention step, you want to give them value through the product and most importantly, tell them what to do next. You need to build an ascension into Step 2.
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Step 2: Subscription
In Step 2, you’re still not selling anything. Instead, you’re using your product to solve 1 problem that your prospect has. In this step, you’re asking the prospect for a commitment of time over of money. Product Examples: • Lead Magnets • Mini-classes • Online free events • In-person free events
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https://training.com.ve/ Distribution Method: • Content referral • Search • Social • Advertising This is the time to indoctrinate prospects by telling them about yourself and explaining why you started your business and/or created your product.
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Step 3: Acquisition
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Product Examples: • Splintered course • Online event • In-person event • Print book • Tripwire product
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In Step 3, the prospect becomes a transactional customer. They make their first purchase of a low-ticket item that has high-value to them.
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Distribution Methods: • Email • Facebook Messenger • Retargeting • Content referral • Search • Social • Advertising
Characteristics of Acquisition Products: • Low cost • Easy to understand • High volume 37
https://training.com.ve/ Your acquisition products are often little pieces of your bigger monetization products. For example, if you’re selling a 5-step course, your acquisition product could be 1 step of the 5 steps. These products aren’t meant to have an ROI, they’re meant to acquire the buyer to ascend them to the next step of monetization.
Step 4: Monetization
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Distribution Methods: • Stage pitch • Webinar pitch • Email • Facebook Messenger • Retargeting • Content referral • Search • Social • Advertising
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Product Examples: • Masterclass/workshop • Coaching/consulting • Membership • Mastermind • In-person event
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In Step 4, customers are buying your highest ticket item. The majority, if not all, of these customers have bought a product in your acquisition stage. This is the point where you want to see a massive ROI.
Notice how many more distribution methods are available now that the prospect has become a high-ticket buyer.
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Characteristics of Monetization Products: • High-commitment (money and/or time) • Often billed monthly or annually • Low volume
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Austin Distel CMO, Proof
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How to Craft an Individualized Online Experience that Dramatically Increases Conversions and Creates Raving Fans Session Description: The 10-year trend Austin is putting all his chips on at Proof is that the future of online commerce will become more individual, light-weight, and ultimately create a delightful experience that is worth talking about. When you accomplish these 3 things, conversion increases, lifetime value goes up, and your customers become a powerful driver of growth. In this session, Austin will show you how to do just that.
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https://training.com.ve/ In the past, it was common practice to underpromise and overdeliver. In 2019 and beyond, it’s time to overpromise and overdeliver. How do you do both? By creating an individualized, frictionless, and delightful customer experience. An experience with these 3 elements magnifies the value of the product/ service.
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For example, you can charge a customer $40 for a bottle of wine or you can charge them $185 by serving the wine to them on a boat.
How do you make 18x more revenue in your business this year? Turn your product into an experience (serve the wine on a boat) by creating an individualized, frictionless, and delightful customer experience.
Individualized Experiences Are the Future Customers are the growth engine of your business and more importantly, they’re humans. They have personalized wants and needs. We see these personalized wants and needs on the ads displayed to us. 41
https://training.com.ve/ Companies displaying personalized ads are: • Amazon • Spotify • Youtube • Netflix Why aren’t we seeing websites personalized to our wants and needs?
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If somebody visited your website right now, would it be the same experience for every user?
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How do you personalize your customers’ online experience? By asking the right questions dependent on if you are a B2B or B2C business.
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For example, a business selling to companies can individualize their website by asking users how much money they make or how many employees they have. A B2C company can ask users what their income is or what their job title is.
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https://training.com.ve/ Clearbit, FullContact, Zapier, and Segment are automation tools that will help users fill out these questions. This is how Proof increases leads, demos, and sales by... • Increasing conversions • Saving on acquisitions • Building credibility through social proof They create personalized experiences for new and returning website users.
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The first call to action on the Proof homepage is to watch an instant demo. When a user clicks on “Watch an instant demo” they are brought to the page that asks them the question that will personalize their experience on the Proof website.
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Based off of the user’s answer (Saas, E-Commerce, Coaching, Agency, Other), the next web page will be personalized to the type of business they have.
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For example, the SaaS Page looks like this...
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The E-Commerce Page looks like this...
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The Coaching Page looks like this...
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And the Agencies Page looks like this...
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When the user clicks on “Watch your demo now,” the headline on the demo play page is personalized to their business.
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To further personalize this page, if a user watches the demo but decides not to start their 14-day trial on their initial website visit, but comes back to UseProof.com another day, they don’t see a “Watch an instant demo” button.
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Instead, they have a “Start your free trial” button.
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And when they click on this button, the headline and testimonial are personalized to their business. Below you’ll see it personalized to a Saas business.
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Creating an individualized experience converts.
Proof A/B tested a non-personalized and a personalized landing page and had a 45% increase of demo registrations and a 102% increase of new trials from the personalized landing page. 48
https://training.com.ve/ Frictionless Experiences Disrupt Industries
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It’s not what you sell, rather it’s how you sell it. Companies that are proving this concept are: • Lyft • Dollar Shave Club • Casper • Warby Parker • Carvana • Rent the Runway
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The old way of doing things is to try to make your product 10x better than the competition’s. The new way of doing things is to make your experience 10x lighter than the competition’s.
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Examples of High Friction Experiences: • Complex Pricing: If customers need to request an invoice and there’s a 30 day lag time, you’re doing it wrong • Business’s Schedule: If your customers have to work within your set business hours, you’re doing it wrong • Buy First: If customers have to pay you first, you’re doing it wrong • Long Buying Cycle: If customers are watching an hour and a half webinar to figure out what you’re selling, you’re doing it wrong Examples of Low Friction Experiences: • Simple Pricing: If customers don’t need to take out a calculator to figure out how much your service costs, you’re doing it right • Customer’s Schedule: If your customers can talk to a representative 24/7 (using Intercom, Drift, other chatbots), you’re doing it right • Try First: If you deliver value first, then request payment, you’re doing it right • Short Buying Cycle: If your customers can jump across your funnel at their choice, you’re doing it right 49
https://training.com.ve/ Delightful Experiences Create Raving Fans
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Companies winning because of their delightful experiences are: • Apple • Ritz-Carlton • Lego • Chick-fil-A • Zappos • The Walt Disney Co.
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For example, the investment app Robinhood gives a free stock of GE, Apple, or Berkshire Hathaway to new customers and to current customers if they refer a friend.
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Proof is using this strategy by dedicating a website page that boosts the authority of their customer. This is what DigitalMarketer’s page looks like:
Notice that Proof gives the user the option of going back to digitalmarketer. com before learning more about Proof. They’re not getting in the way of the 50
https://training.com.ve/ user’s experience with DigitalMarketer and forcing the user to go to UseProof. com. Instead, they are showcasing DigitalMarketer’s credibility by being verified by Proof. This verification led to a 175% increase of new trials from Proof customer’s who were branded with “Verified By Proof.” Why are individualized, frictionless, and delightful experiences working?
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At the end of the day, personalization isn’t about you. It is about the customer.
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Laura Belgray
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Founder, Talking Shrimp
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Inbox HERO: How to Write Emails that Will Have Your List Clicking, Buying, and Drooling at Every Word Session Description: In this session, Laura will help you discover why humble ol’ email is your most powerful marketing edge (and why it beats other social media you’re told you “must be on” by a landslide). She will show you how to have a bottomless goldmine of topics to write about, plus give you 10 sneaky tricks to cut through the inbox clutter and write the only emails anyone opens and reads.
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https://training.com.ve/ Email is the engine and even with a small list (6,000 or fewer people), you can make 6 figures. Why is email so powerful? • 58% of adults check email in bed • 42% check email in the bathroom It’s fair. It’s intimate. It’s gratifying.
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Write the only emails anyone actually opens and reads.
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In an inbox, you can make an email sent to 1,000’s of people feel personalized by making it an EFAB: Email From A Bestie, Bro, or Boo.
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• • • • • •
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Conversational tone Written to ONE person Informal (but intriguing) subject line Instead of writing, “This Problem Is Keeping Me Up At Night [Superduper Marketing Inc.]”, write, “This is keeping me up at night” Don’t give away the whole story Use the subject: What’s cheap, delicious, and stops leg cramps? vs.: Why bananas have the most potassium Don’t make the subject line and preview text the same Don’t leave the preview text in “newsletter mode” Play with punctuation This is so you. vs. This is so you
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Step 1: When You Write Emails, Ask Yourself: How Would You Talk to a Friend?
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https://training.com.ve/ Step 2: Get Regular Be consistent with your content, don’t be the drunk uncle. You want to be steady and regular. It builds trust. If you have ghosted your email list, don’t make a big announcement about your return. Just start sending emails out again.
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Remember: • Your emails don’t always have to be epic • No one ever unsubscribed because your email was too short • You’re not bugging your audience—they are choosing to be there • Don’t get caught up in the Value Trap—value is when: • People feel stuff • People see something differently • You recommend 1 thing you like • You inspire them to try something new • You give them a break from what they’re (supposed to be) working on • You make them feel like less of a weirdo/freak/loser/failure Each email should have one take away for your audience. For example, here is a story from a trip to Mexico that was used to show business owners that there are customers who don’t know their product exists:
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Subject: Possible Drunk Newbie on the Mexico Bus Main Story Point: A woman in the front with her boyfriend kept calling Playa del Carmen “Cinco de Mayo” My Top Takeaway: She’s probably a Mexico virgin and whatever industry you’re in, they’re out there. People are brand new to what you do. Think about that the next time you feel like everyone knows what you know and everyone and their second cousin does the same thing you do.
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Step 3: Bring Them Along for the Ride
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• Share your goals • Share your strides (business and personal) • Share your struggles
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Nobody cares like they do! Not even your mom.
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Marcus Murphy
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Erik Huberman
Director of Monetization, DigitalMarketer
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CEO, Hawke Media
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The Agency of The Future Session Description: Join Erik and Marcus as they discuss what 2019 and beyond hold for agencies on their path to achieving growth. Agencies need to adapt to the ever changing landscape in order to thrive. If you’re looking to grow your agency and thrive in 2019 and beyond, this is one you will not want to miss.
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https://training.com.ve/ Can you tell us a little bit about yourself and what accomplishments have led you to being on the T&C stage? I started 3 ecommerce businesses. I sold 2 of them and started advising with brands around L.A., like Red Bull, Verizon, and startups. I realized there were 2 major problems that these companies had when it came to marketing. They were only hiring in-house or they were hiring agencies that were only specialists on one platform, for example Facebook. The agencies that were specialists on all platforms were too expensive.
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Using my network in LA, I hired people who were individual experts and created Hawke Media. Five years later and my agency has 150 employees.
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Depending on what kind of agency you’re building, having a distributed workforce is either a benefit or not. For us, people are a product. Maintaining culture in a remote business is really difficult. I do believe that remote work systems work when you have highly skilled, self-driven employees, but if you’re trying to build something bigger then it’s going to be really difficult.
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For us, that never worked but for other agencies maybe it could. In your early days of Hawke Media, did you take on every opportunity? Everything. Our first team was made of specialists in email marketing, Facebook, search, influencer affiliate, web design, and strategist. We would bring in clients and then allocate them to the expert that fit their needs. When each expert would have a full schedule, we’d hire another. Convince people why it’s so important to educate your clients. If you don’t like getting screaming phone calls from clients demanding to know why you’re driving so much traffic and not getting conversions, then 57
https://training.com.ve/ education is key. We’re not going to pretend that we have a secret sauce. The best companies that we have grown are the ones we’ve educated on digital marketing and been collaborative with. These companies have gone on to sell for 9 to 10 figures. Sometimes it can bite you and clients will say, “I’ll just do this myself.” But all of those people just refer you tons of business and their word of mouth becomes larger than what their check would have been anyway.
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Early in your business you really have to protect yourself but if you’ve been around long enough you need to have a long-term focus and education is part of that.
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Our growth hasn’t been a curve, it’s been a staircase. We get to the top of a staircase and stay stagnant while we figure out how to grow to the next level.
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Right now we’re expanding from L.A. to New York because people like hiring local. We’re building a small pod there and then growing it like we grew our L.A. office.
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Can you share your client onboarding process?
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We sign a client, distribute them to our 5 departments (Advertising, Content, Strategy Consulting, Creative, and Email Marketing). They choose what department they want to work with. We ask them questions to know what they are excited about. Then we look into our team and ask: who would like to work on this, who has knowledge in this industry, and who has the bandwidth. Then we have a kickoff call. We’re currently filming a video that every single client has to watch. The concept is, you’re in this with us. This is a team effort, not just our effort. What’s your day-to-day look like? My day-to-day is still about 30% operating the business. I have to sign checks or jump in when there is an emergency. We hired a VP of sales and other high-level executives to help out with these kinds of tasks. I was 85% of new 58
https://training.com.ve/ business up until 3 years ago. I know how to market and sell things so I was always doing it. Then I gave all of my leads to my team and at first sales dipped but then they came back up, we built the processes for sales, and now we’re closing 40 new companies a month. The other 70% of my day is buying companies and figuring out where to expand. I get to be the sandbox guy and try new things, which sometimes still fail. You don’t have a finish line do you?
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No. We’ve been offered to sell the company. I’ve made my investments and I’m no longer doing this for money. I just love what I’m doing.
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Give us some takeaways.
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Always try to be better at your craft. If your product is good, everything else comes with it. If you can be really good at marketing, everything else is easy.
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Have a very simple business model. As you grow, we tend to overcomplicate things. My model is: 18% of our revenue goes to operational overhead, 30% goes to services, 27% goes to sales and marketing, and 25% goes to expansion projects and profits.
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Roland Frasier
CEO, WarRoom Mastermind
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17 Unique Marketing Tweaks You Can Copy, Proven To Drive Instant, Guaranteed Results Session Description: Changes to the algorithms at Facebook + Google have made it harder than ever to acquire customers at profitable CPAs. But, higher customer lifetime value and lower customer acquisition costs are actually just a few smart tweaks away from what you’re already doing. You don’t need to reinvent the wheel. You just need to ditch the oh-so-2014 marketing “funnel,” embrace the new marketing “helix” and implement these 17 freakishly effective tweaks to enjoy instant, guaranteed results.
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https://training.com.ve/ The way people discover products has changed. Users are now snowflakes, each one is different and each experience has to be personalized to them in order to get the conversions we’re used to seeing. In 2019, the businesses looking at marketing as a double-helix instead of a funnel are increasing margins and seeing conversions. The marketing doublehelix is made up of a spiral of awareness and a spiral of purchase conversions that connect through evaluation. The evaluation is where the customer decides if they want to cross over from the journey into the purchase.
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Influencers: Use influencers to mark up prices
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One of the best ways to increase margins is to amplify value through:
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Story: Spin your product into a story that makes it more valuable than the competition
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Personalization: Personalize landing page, emails, and products • 113% increase in views and 113% in new accounts • For example, Louis Vuitton sells a $335 passport holder and marks it up to $495 if it’s monogrammed
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Search Tweaks:
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Here are 17 Unique Marketing Tweaks You Can Copy, Proven to Drive Instant, Guaranteed Results.
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Increase Branded Queries • Any search query that involves all or part of your business name or version of it • Increase your chances for ranking for unbranded searches • Ways to Increase: Use offline paid and earned media, referral and loyalty programs, influencers, hashtags, and user generated content Use the Skyscraper Technique from Brian Dean • Piggybacks off of previously published content, writes it to be better and then promotes it through backlinks of various websites • Find the best content specific to a topic: content that has already been 61
https://training.com.ve/ linked to in other articles • Write something better: longer, more up to date, better designed, more thorough • Reach out to the right people: people who have already shared multiple links on the topic
Social Tweaks:
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Go Live • The Facebook algorithm dramatically prefers Facebook live content • 3x the watch time of regular video • 10x engagement of regular videos • Created animated GIFs that can be shared to promote your Facebook live • Give away a chance to win a prize on each live by incentivizing people to post questions and then answer them with a question to increase your engagement • Schedule lives in advance so Facebook notifies all of your followers
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Facebook Groups • Use Phantombuster.com to extract all of the information (including emails) from a Facebook group • Then use Anyleads.com to upload this information to Google or Facebook so you can retarget ads to everyone in the group • Make ads that talk specifically about that Facebook group
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Spy on Your Facebook Competition • On your competition’s Facebook profile, go to “Information”, then “Ads” and pull up all of the ads being used by a page or channel • Alternatively you can use Poweradsspy.com
Paid Media: Figure Out the Path of Purchase • Find the cross channel attribution to know the actual path of purchase from customers
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https://training.com.ve/ Pixel Everybody • Create a blank page in-between your ad and your landing page with a fast load time • Redirect users from the blank page to your landing page • Pixel both users and only retarget the users who waited for the landing page to load • Save 50–75% on your retargeting CPA
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Add Text to Videos • Use captions to increase your reach by 16%, views by 22% and click through by 35% • 85% of people who watch Facebook videos watch them without sound • 76% of those videos need sound to be understood • Caption videos in other languages besides your primary • Rev.com
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Audience Swaps • Take your Facebook custom audience and upload them to Google’s Display Network • Reduces CPA by 20–50% Sweeten the Deal • Offer a premium by adding another product to the purchase at no charge • Start with 1 premium and if they don’t take that offer, then offer another premium • Increases conversions by 50% Call Prospects That Show Interest • Live phone call follow-ups with sales people increase conversions • Shorten the amount of time it takes to have a lead talk to a sales person to be within the first 60 seconds and there’s a 391% increase in conversions • 93% of these calls actually connect to the prospect • 78% of closes go to the first responder • Leadconnect.cc 63
https://training.com.ve/ • Crankwheel.com • Pushover.net Use Native Videos on LinkedIn • LinkedIn native videos get 3x more views and 5x more engagement than embedded videos
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Use Thank You Mention Loops on LinkedIn • For every user that liked one of your posts, tag them in the comments and say thank you to increase the exposure of that post • By tagging a user, they receive an email that they have been mentioned and shows their connects they were mentioned in a post
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Use Interactive Content for Top-of-Funnel Prospects • Assessments • Contests • Games • Interactive infographics • Quizzes at the top of the funnel to engage people
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Quizzes • Create quizzes so their results segment the users and give you personalized data on them • 40% lead capture • 1900 shares on average from each quiz posted • Leadquizzes.com Run More Contests • Contests increase engagement and exposure • For example, we ran a 3-day contest to meet Richard Branson • 515 Entries all pixeled • Performed affinity research on Richard Branson • Now we know how to message our retargeted ads
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https://training.com.ve/ Create Dynamic Content • Content personalized based off of the user’s behaviors and interests • 50% of the people unsubscribe because content is irrelevant • 75% of people are interested in giving a website cookies in return for relevant information • 80% of customers want past-purchase-based recommendations • Open rates increased by 21% and click throughs increased 51% and there were 6x more purchases • Optinmonster.com
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Geo-Personalize Content • Personalize your message based off of where a user is located
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Use Still Images not Animations • Increases CPL • Decreases page load time
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Optimize Images • Cloudfare.com
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Reduce Page Load Time • Measure using Pingdom.com and target a 70% on user satisfaction
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Optimize your Javascript
Test Pixels • Pay someone to make sure your pixels are worthy of retargeting Emojis • 30–40% higher click-through rate • Reduces CPC by 30% • 241% increase in clicks using just one emoji
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https://training.com.ve/ Content upgrades • Give users an option to opt-in to get more in-depth content Personalized Push Notifications • For example, “Hi Jane, the skirt you browsed is on sale now. Shop now.” • 33% more conversions • 25% more revenue • wigzo.com
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Use Timers and Countdown Clocks • 33% higher click-through rate • 3x the conversions
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Personalized images • Place user’s names within the ad in unexpected places (ex. A mug, a tattoo) • 54% more opens • 44% higher click-through rates • 120% higher conversions • Niftyimages.com Evolve your funnel to recognize the uniqueness of each customer and give them messages that are personalized to them. Use value amplification to increase the value of the things you are selling through influencers, stories, and personalization. Look at these tweaks to change your marketing and give a better user experience, allowing you to sell more and rank higher in the search engines.
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Justin Rondeau
Director of Marketing, DigitalMarketer
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7 Strategies That Won Big for DigitalMarketer in 2018, Plus 1 That Failed Miserably Session Description: It’s time to open the kimono and share what worked and, more importantly, what didn’t work in 2018. At DigitalMarketer we’re constantly testing and evolving, whether that’s a new paid strategy, relaunching a website, running tests on landing pages, crafting new offers, or trying out new tech. You’ll walk away with something to implement at your company (and a few tips around what to avoid) in 2019.
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https://training.com.ve/ Video Video should be the most vital part of your content, social media strategy, and ad campaigns.
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The videos that work are: • 15–30 seconds long (maximum) • Video clips from past events, interviews, etc. • Leverage the content you already have and borrow authority from other businesses and people in your niche • Quick, snackable videos • Show prospects the valuable information you have that can solve their problem • Ascends prospects into the next step of the Customer Value Journey • Authentic, entertaining videos • Delights your prospects • Makes them laugh (they don’t even realize they are learning) • Storytelling videos • Prospects at the start of your funnel don’t care about your products, but everybody cares about a story
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https://training.com.ve/ Database Expansion Treat your email list like a database. Expand your database by adding more questions to your form fields. Are forms still relevant to marketing? The answer is yes. 74% of marketers still use web forms and 50% find forms are the highest converting lead-generation tool.
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Micro sites with several form-field website pages are coming back. Use binary segmentation questions and ask them these questions on different pages to expand your data on each subscriber.
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For example, start with First Name, Last Name, and Company Name. Then, start asking binary segmentation questions to learn more about your subscribers. These are easy yes or no questions based off of self identification.
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For example, DigitalMarketer asks subscribers: 1. Are you an agency owner or a small business owner? 2. How would you describe yourself at “Company Name”? 3. What is the size of your company? • In specific number segmentations
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Now, you can send these subscribers content specific to their pain points and place them on the customer value journey for the highest-ticket items that are relevant to them.
Invest in Your Top of Funnel Content This was hands down DigitalMarketer’s biggest win of 2018 because we were able to retarget each person who looked at top of funnel content with a relevant offer. Identify the content that works, use it in your ads, and send this to your subscribers. 69
https://training.com.ve/ Invest 10–20% of your budget in top of funnel content and be hyper aware that you are not going to see an immediate ROI. As Ryan talks about in his Opening Day Keynote, this isn’t trackable but somehow, you know it’s working.
Email Reactivation Campaigns Email reactivation campaigns are used to get unengaged subscribers to reengage with your content. There are three phases (and a bonus phase):
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The Triggered Phase • Identify all unengaged contacts that have been subscribed for at least 120 days and haven’t opened an email in the last ninety days • Split these contacts into smaller segments and send emails segment by segment to avoid negatively impacting your email reputation score • Make sure to exclude all new contacts
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The Re-engagement Phase • Email contacts as a friend using informal, natural language • Segment contacts into openers and non-openers • Non-openers go to a win back campaign • Openers get removed from this campaign
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The Win Back Phase • Email with more transparent language, “If you don’t want this information, don’t reply and we’ll take you off this list” • Subject lines, “Is it something I said?” “Am I bothering you?” “Is this goodbye?” • Segment contacts into openers and non-openers • Move openers to Hygiene List • Move non-openers to Unengaged Contacts List The Bonus Phase • Used on only unengaged contacts • Only email them with the highest performing content emails and subject lines 70
https://training.com.ve/ • Drip out in small segments throughout the day • Set up workflows to put them back on the list
On-Site Retargeted Messaging On-site retargeted messaging generates organic leads and sales.
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There are 4 steps: • Show new website visitors a pop-up or chatbot after they have been on the page for 30 seconds • Have the pop-up or chatbot ask the visitor a binary segmentation question • Make sure the pop-up or chatbot offer is relevant to the content they are viewing • Capture their information on the page • Have a follow-up offer for after they’ve converted
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The 5-Step Funnel: 1. Landing page 2. Entry Point Offer 3. Core Offer 4. Profit Maximizer 5. Return Path
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The 5-Step Funnel
In step 4, you want to upsell. If your product is digital, you want to give them a digital upsell and if your product is physical, you want to give them a physical upsell.
Adjusting the “From” Email DigitalMarketer realized that our Gmail inboxing sucked. Only 4.7% of our emails were going into Primary Inboxes and 78.1% were going into the Promotion Inbox. With 60.5% of our subscriber list using Gmail, this was bad news. We found 71
https://training.com.ve/ that all of the emails going into the Promotion Inbox were from support@ digitalmarketer.com, and all of the emails going to the Primary Inbox were from [email protected]. By changing our “from” email address to [email protected], we decreased the amount of emails going to the Promotion Inbox to 2.1%. Look at your email service provider to figure out how you can play by their games to make sure your content is seen by subscribers.
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DM’s Biggest Failure of 2018
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It’s not a secret that 2018 was the toughest year on Facebook. Advertising became extremely saturated and CPL’s rose. At DigitalMarketer, we wanted to try a new strategy to try to get more leads at a cheaper price. We tried it and it failed miserably.
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We expanded our audience outside of our 4 demographic countries to 37 countries and tried to get more leads, instead of qualified leads. At first, things were going really well. We had the most webinar sign ups ever and $0.50 leads.
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Then this happened: • Lowest trial take rate ever • Lowest roll-over rate • Increased refunds for a la carte purchases • Lowest webinar attendee rate EVER • Highest MQL disqualification rate EVER The lesson is that you’re not smarter than Facebook. They know who your target audience is and you have to play by their games to get your content in front of them.
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Director of Content, DigitalMarketer
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Chief Creative Officer, Harmon Brothers
Garrett Holmes
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Daniel Harmon
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From Poop to Gold: A Fireside Chat with Dan Harmon Session Description: Join Dan Harmon, Chief Creative Officer of Harmon Brothers, and Garrett Holmes, Director of Content at DigitalMarketer, as they discuss the creative process behind some of the most successful video ads of all time. Dan will discuss the critical steps one must take to replicate his success while sharing some of the common misconceptions about what makes an ad successful. For anyone looking to increase sales through advertising, this is a session you will not want to miss.
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https://training.com.ve/ How did you get started as an entrepreneur? I was born in Idaho and I have 8 siblings. I was raised on a potato farm without a lot of money, so my siblings and I would make small businesses. Our first was to get potatoes from my uncle’s farm and transport them to Utah and we would sell them door to door. The pitch was “I just brought potatoes from my uncle’s farm in Idaho, do you eat potatoes?” and sometimes people said yes and sometimes people said no.
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Later down the line, I worked a summer sales program selling alarm systems door to door. This is when I learned sales strategies, like overcoming objectives. I learned to sell face-to-face long before I applied it to online video and social media.
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What led you to develop your unique storytelling strategy?
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I’ve always been a huge fan of Pixar and Disney. I went through the creative advertising track at BYU. Books that shaped my creative thinking, How To Get Ideas by Jack Foster Hey Whipple, Squeeze This by Luke Sullivan, Building a Storybrand by Donald Miller, Creativity Inc. by Amy Wallace and Edwin Catmull, and The User Method by Jeff Schwarting.
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Would you say humor is a necessity for success?
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No, it’s just part of it. It’s one of the many tools. The main things you want to tap into are relevancy, relatability, and emotion (which is where humor comes in). Should achieving virality be a goal? Or is that just a positive end result? It’s just a positive end result. The goal is to make content good enough that it doesn’t have to go viral. Marketers are trained to think in terms of quarterly budgets and that’s a good starting point—but let’s say you have $100,000 in budget and you make it back...why wouldn’t you keep spending it? If it’s working, you should keep pushing it. Virality is like catching lightning in a bottle. Instead, focus on what you can control like the conversion and the branding.
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https://training.com.ve/ What do you look for in a company before saying yes to bringing them on? We first ask, “Are we passionate about the product or service?” When you sell from a place of passion, it’s easy. When you’re sold on a product, you have unique insights because you can think like a customer. You can ask, “What was the tipping point for me that made me buy the product?”
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We find that 1 out of 50 people that come to us don’t have a product we believe in. We reserve our opportunities and resources to the products we want to see on the shelves.
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How do you work through creative development?
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We always test the product and then ask for a “brain dump” to look for anything that helps us get ahead in our testing.
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We ask questions like: • What messaging has worked in the past? • What are your customer reviews saying? • How is this differentiating the market?
We want to present the product in a way that’s really clear to the customer.
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What was the experience like when Squatty Potty approached you?
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Hahaha, first I wasn’t so excited about it. But, we tested the product and I realized that this is a much more natural way to go to the bathroom. I started to read people talking about a difference they also felt and then read a medical study that proved it was scientifically better for you. That’s when I really got behind the idea. What are the critical steps that go into advertising? Casting is a critical step. It’s also one of the hardest steps to get right. When you’re on a set, 4 hours into overtime, and your actor can’t nail their lines, you’re in “extra crispy hell.” We rely so much on brand characters, so our actors are a very critical part of our advertising. This step can also be really difficult because you have to find the character that the brand doesn’t know 75
https://training.com.ve/ they want. Sometimes you have to push them in the right direction, trying to help them see the vision. You also want to shoot for multiple formats. You want a camera shooting high resolution and the character positioned in a way that works on YouTube, Facebook, and Instagram. The biggest cheat code of production is to hire a really good producer, a great director, a great performer, and the rest falls into place.
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An important note, make sure your contingency budget is much bigger than you think you’ll need. We always err on the side of caution to make sure we get it right for the client. We’ll go into our own profit to make sure the client gets results.
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Do you need a high budget to be successful? Can you get this done for $500-$1,000?
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Yes, as long as you structure your script in a clear and relatable way. There are always ways to be scrappy. For example, anyone can learn how to edit and everyone has a device to film in their pocket.
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If you’re going to spend your budget, the best place is to spend it on scripting.
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How important is the editing process?
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The edit is make or break. You have to get the script and filming right but so much of it is made in the edit. Our standard edit is: take the footage from set, put together a rough cut, show it to the creative director, the creative director is usually disappointed, and then we work with it from there. Editing is all about endurance. You need to go through the process, get people to shoot it down, make new edits, and keep improving it. The people who don’t feel failure or embarrassment make huge strides. Can you tell us about one of your failures and how it made you a better creative and salesman? We made a video for a carpet cleaning service client that was a soap opera 76
https://training.com.ve/ but it didn’t get the numbers we wanted. We realized that starting with another subject and then switching back to the product doesn’t work. This buries your lead. You need to grab your avatar immediately. Does this advertising approach work for all businesses?
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We don’t sell products, we sell solutions. If you have a product or service that solves a problem for the customer, then you’re working from a great place. There is a problem to be solved, you have to relate to your customer, and you have to differentiate yourself in the marketplace.
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Suzi Nelson
Expert Community Strategist, SuziNelson.com
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Proving ROI of Community: How to Nail Down Value for Members and Drive Tangible Business Impact Session Description: As Ryan Deiss famously stated, community IS the new brand. Join Suzi to learn the tactics and strategies that will prove the value of your community to your customers... and your bottom line.
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https://training.com.ve/ Community is not an audience. If the conversation is mainly between you and your members, that’s most likely an audience. If conversation is mainly between members of your group, that’s a community. Brand communities take transactional customer relationships and make them emotional relationships.
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Communities can be “housed” on all different platforms. For example: • Facebook Groups • Slack • Forums • Specialized Social Networking Sites
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Last year online, online communities generated a 2,374% increase in ROI. But, only 23% of communities actually calculated ROI.
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Why is ROI so hard?
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• Data can be difficult to obtain and time-consuming to parse • Community benefits can have indirect effects on increasing costs and decreasing revenue • Correlation does not equal causation; attribution can be tricky • Communities innately skew results
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3 Steps to Community ROI Step 1: Know the Goal “The role of marketing is to move prospects seamlessly through each stage of the Customer Value Journey.” -Ryan Deiss The Customer Value Journey moves people from a complete stranger of your brand to somebody who promotes your brand without you asking. This is what the Customer Value Journey looks like:
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But, community can’t move people through the entire Value Journey. That’s what other elements of your marketing are for like email marketing and content marketing.
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The most successful brands focus on 1 of 3 areas of the Customer Value Journey when they first start their community:
For example, CMX Hub on Facebook Group has resources for Community Managers. They use this group to introduce prospective customers to their annual summit.
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Excite and Ascend
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Metrics this Community Can Affect: • Lead acquisition • Site engagement • Increase in offer awareness • Retargeting list growth
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This is for your customers after they have purchased your product. For example, FabFitFun has a forum where subscribers can talk about subscription boxes, beauty, health, wellness, celebrity gossip, etc.
Metrics this Community Can Affect: • Retention • Customer lifetime value 81
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Offer conversion rates Email open-rates and click-through rates Brand sentiment Brand loyalty
Advocate/Promote Communities
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Metrics This Community can Affect: • Lead acquisition • Retention • Customer lifetime value • Brand sentiment • Testimonials • Affiliate sales
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Activating and equipping your advocates and promoters through reviews and testimonials. For example, the Yelp Elite Squad gives squad members exclusive access to new restaurants and has them promote the restaurant.
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More examples and tips on how to start a community visit here.
Step 2: Decide Your Math
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Know what you are measuring and make sure it’s applicable to the community that you are establishing. For example, if you’re measuring lead acquisition for a community that is geared toward exciting and ascending your customers, you won’t find the results you are looking for.
Step 3: Consider the 3 C’s 1. Costs for Communities are Front-Loaded There are a lot of investments up-front to make a community happen, even if you are using a free platform like Facebook. 82
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Communities take time to build and grow and it can be months or years before you see a return. 90% of community value vs. costs tends to look like this:
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Example: Systematic Sampling where every name has the same probability of being chosen Step 1: Divide total # of members by desired sample size to get value “X” Step 2: Pick a number between 1 and the value of “X” Step 3: Starting with your random number, take every “X” person For example, let’s say you have 10,000 members and your desired sample size is 1,000. Step 1: 10,000 Members/1,000 Members = 10 Step 2: Pick a number between 1 and 10, in this case we’re choosing 7 Step 3: Starting with the 8th record, take every 10th person (7, 17, 27, etc.) 83
https://training.com.ve/ Example: Stratified Sampling where you group community members by specific traits (location, gender, newbie, lurker, etc.) Step 1: Group community members by desired trait Step 2: Gather systematic samples from each subgroup (as we did above) 3. Correlation does not equal causation
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It’s very difficult to attribute a change to your community efforts by using control groups. Compare benchmarks of community members to a comparable sampling of non-community members by split testing.
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1. Tell 1 group about the community 2. Don’t tell the other group about the community 3. See what happens
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Some ROI’s are invisible. This is called “Social ROI”: a way of measuring values that aren’t traditionally reflected in dollars, including social, economic, and environmental factors.
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It answers the question, “How effectively is my company using its resources to create value in the world?”.
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Social ROI asks: • Who changed? • How did they change? • How do you know? • How much is you? • How important are the changes? This can be achieved through surveys that survey people prior to entering your community and after being in your community. For example, let’s say you’re a non-profit trying to close down a puppy mill by getting community members to sign a petition. How do you financially calculate the ROI of your efforts?
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https://training.com.ve/ 1. Measure cost of collecting signatures via community vs door to door 2. Compare and contrast how people felt about the issue before and after the campaign, their knowledge of the issue, etc. Remember, that response bias can skew these numbers. What is the return your customers will get from being involved in your community? This is your Return on Involvement (ROI). The general community categories for creating ROI are:
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ROI: Members acquire new skills by being involved in the community
2. Authority
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For example: • Peer support • AMAS • Training • Workshops
ROI: Members become leaders among their peers
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ROI: Members find connection and friendship For example: • Guidelines & moderations 85
https://training.com.ve/ • New member onboarding • Encourage self-disclosure • Initiate introductions
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Community Caution: use contests, swag, or other financial incentives very carefully. Try not to motivate the community with money.
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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The Agency Growth Funnel Session Description:
Learn the exact, 7-step client sales and on-boarding process we use at DigitalMarketer, plus the secret to prospecting like a generalist... while charging like a specialist, along with a simple little trick that filters out virtually all the “lookie loos” and “crazies” with unrealistic expectations. Not only will this session teach you how attract and convert MORE CLIENTS who are easier to manage and paying you higher retainers, but you will finally be back to doing work you actually enjoy doing!
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https://training.com.ve/ Without the Agency Growth Funnel, we have clients who demand unrealistic expectations from us, don’t listen to our advice, and don’t pay us what we’re worth.
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With it, we have a profitable and predictable client attraction, converting, and onboarding process.
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Step 1: Engage With Content
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Your content needs to be specific and tactical. For example: writing a blog post titled, “Digital Engagement In The New Economy” is neither specific nor tactical. When was the last time you woke up and thought, “I wonder what’s going on with digital engagement in the new economy?” You most likely never had this thought and neither has your prospect. Specific and tactical blog posts look like this: “3 Copy and Paste Facebook Campaigns That Generate Leads From Scratch.” This makes readers say, “Wow, that’s awesome. Can you do it for me?” Your answer: “I’m not sure. Let’s work through this checklist first.”
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https://training.com.ve/ DigitalMarketer Recommendations: • Answer commonly asked questions through weekly videos • Best place to post the video in 2019: LinkedIn
Step 2: Capture With A Checklist To explain the agency checklist, we’re going to use an experience we are all familiar with: going to the doctor. When we go to the doctor, we don’t walk into the room, tell him that our WebMD search diagnosed us with condition X, and that we need prescription Y to fix our problem.
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The experience is more like this: 1. Doctor asks you what your symptoms are 2. Based off of your answers, they prescribe you the medication of their choice 3. You decide if you agree or disagree with their diagnosis
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This is a carefully choreographed process that we can use to onboard new clients. Using checklists, we can ask clients what their marketing challenges are and decide if we have the right solution for them.
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For example, DigitalMarketer has a 73-Point Double Your Sales Checklist that you can use to onboard new clients and figure out if your agency is the right fit for what they are looking for.
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• Prospects that you know you can help, you onboard • Prospects you can’t help, you bring to your referral network
Step 3: Close With A Journey When the prospect knows what they want and then you immediately tell them your price, you place yourself in a box that is going to be really hard to get out of. You’re now the “Facebook agency” or the “LinkedIn agency” which means you are limited to what you can offer them. What do your clients really want to know? They want to know how to get more leads and more customers.
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https://training.com.ve/ How do you make sure you don’t get stuck as a specialist? Using the checklist, the client will figure out what they need to do to get more leads and customers. At this point, you’re going to tell them something weird. They can’t have it (yet). What does a doctor do when they’re not sure what the diagnosis is? They order more tests.
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You’ll tell your client, “I believe this is the thing you should do, but in truth, if we do it right now, I don’t know enough to help you. What I want to do is document the process that people go through with your brand (the Customer Value Journey).”
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This is the DigitalMarketer Customer Value Journey and agencies are charging customers $395-$9,500 (!!!) to help them fill it out.
The Customer Value Journey is the ultimate filter because it identifies everything YOU need to do to make your client successful. 90
https://training.com.ve/ Step 4: Delight With A Quick Win Now that you have fully diagnosed the problem, it’s time to prescribe your solution. Don’t ask the client what they want, tell them what they need to do to get the solution they want (leads and conversions). Doctor’s don’t ask you what medicine you think you should take, they tell you what medicine they know you should take.
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Quick Win Ideas: • Setup a simple Facebook or Google retargeting campaign • Run a heatmap test and optimize a high-traffic landing page • Craft and deploy a 3-part email campaign to unconverted leads
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Step 5: Ascend To Retainer
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If it seems difficult to perform any of these quick wins, is the client big enough to work with?
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IMPORTANT: Do not sell a retainer before this point. The biggest mistake agencies make when selling retainers is...they try to sell retainers.
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This is like proposing marriage before you have gone on a first date. That’s not how relationships work and customers and agencies are in a relationship. Go on dates first (steps 1-4) before you propose. Set a retainer ONLY after you have delivered value in advance.
Step 6: Retain With Team Training It sounds and feels weird to train your customers to do your job but this is the ultimate hack to a successful agency. When you are the deliverer of understanding, your customers like you and perceive you to be more valuable. “When we grasp something fluently, we not only like that thing more, but also think it is more valid and worthwhile.” -Robert Cialdini, Pre-suasion
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https://training.com.ve/ Position yourself as the doctor AND the teacher. How to become an educator in your market: • Author a book or ebook • Create your own online courses • Teach live classes and workshops • Build a corporate training curriculum
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As an educator you aren’t just a service business (like an agency). You’re now also a publishing business. The only risk of the publishing business model is that it is a completely different model from an agency. This could distract you from your current clients.
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To become the teacher without having to put in the time, use DigitalMarketer’s certification courses. You can customize each certification so it looks like you created it specifically for that client, turning you into the professor.
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Step 7: Expand Through Referral
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The only way to get referrals is to create successful clients. You don’t need referral strategies or campaigns. You need successful clients.
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Turn the marketing department of your best client into your future sales people. When you do a good job, they look good. Who are they going to look to when they need more marketing help? You. Agencies are critical to small business growth and using the 7-Step Agency Growth Funnel will systematize your agency.
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Arri Bagah
Founder & CTO, Conversmart
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Three Money-Making Messenger Marketing Flows You Can Copy and Paste Into Your Business Session Description: In 2018, Messenger marketing became one of the biggest growth strategies employed by companies around the world. But, there’s a right way and a wrong way when it comes to building your flows. Swipe these three proven flows for your business so that you can start utilizing Messenger to its full potential.
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https://training.com.ve/ The way consumers interact has changed: • 61% of individuals age 18-44 prefer chat apps over any other communication method • 71% would rather chat with a business than call or email • 1.4 billion monthly active users on Messenger and 1 billion users on Instagram The way we market has to also change:
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• We need to create meaningful 2-way conversations between us and our customer • We have to leverage data to get personal with our customers by using it to personalize our marketing message • We need to leverage AI and NLP to respond to our customers’ questions instantly
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15-20% ecommerce conversion rates (10x compared to email marketing) 80% open rates on broadcasts (4x compared to email marketing) 30% click-through rates (10x compared to email marketing) 33% AOV lift
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Brands on the Messenger platform are seeing:
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Messenger marketing is all about sending the right message, to the right customer, at the right time. The 6-Step Messenger Marketing flow has generated over $100 million in ecommerce sales.
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How can I use Messenger marketing?
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Grow: Build a Massive Messenger List (Set Up Growth -> User One-Click Subscribes)
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It’s easier to grow a Messenger list than it is to grow an email list because there is less friction. When people come to your website, they have to type in their information to sign up. On Messenger, it’s a 1-click subscribe feature.
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This is the data you get when a user subscribes: • First name • Last name • Gender • Profile picture • Timezone • Preferred language • Website visit (location, first visit, etc.) • Cart data (browsed products, prices, quantity, etc.) Use the Abandoned Cart Checkbox to acquire new subscribers by allowing visitors to check this Messenger box placed right under the add to cart button on every product page. 95
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Leverage your Email Checkbox to acquire an email subscriber and a Messenger subscriber at the same time by placing this Messenger checkbox under your submit button.
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Go all in on Messenger marketing by using a Messenger Discount Pop-ups to acquire subscribers. This is by far the easiest and fastest way for brands to get started on Messenger.
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Provide AI-Powered Automated Support by leveraging the Messenger chat bubble. Every user that interacts with your chat bubbles becomes a subscriber.
Embed the Messenger Button on any landing page. Create custom URLs that are linked to a Messenger conversation.
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Engage: Building Relationships and Selling (Engage -> Questions)
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Once you provide a way for someone to opt-in, you have to engage with them.
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Welcome Series:
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Welcome potential customers to your brand with a great experience.
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With the power of conversations, provide an excellent, pre-purchase experience that gets your customers to purchase.
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Users who opt-in the first time will receive these messages.
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Abandoned Browse Flow:
Brands usually don’t collect a customer’s contact information (email) until the user reaches checkout. The Abandoned Browse Flow will trigger if a user looks at a product without adding to cart. This cuts down retargeting costs.
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Cart Recovery Message:
When a user opts-in and goes on to add a product to cart and does not continue to checkout, we can trigger a Cart Recovery Message. Brands on average recover 10x more carts at a 15-20% website conversion rate.
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Support: Leveraging AI to automate 75-90% of FAQ’s (Automated Support -> Human Support) Messenger is an interactive platform meaning customers can have real-time conversations with your brand. Instant communication is a standard in 2019, and you want to leverage AI to understand and respond to these questions right away. 75-90% of your questions can be automated.
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Jay Shetty
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Award-Winning Host, Storyteller, and Filmmaker
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From Monk to Media Session Description: You couldn’t make this up! Hear a truly once in a lifetime story, of how a young man from London ended up in India living as a monk and then became one of the most watched people on the internet. Jay will share the story behind his meteoric rise and how his life as a monk has given him the secrets to navigate the modern world.
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https://training.com.ve/ Great content has 3 elements.
Great Content Element #1: Intention When I started creating content, my original intention wasn’t to build a brand or business—it was to spread a message and teach what I knew. I believe this purity of intention comes through in the content, which has helped me find success along my journey.
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Great Content Element #2: Invention
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Intention has powerful effect not only on your business results, but on the world—so don’t overlook this point. Our products either wire people to be consumers or we change their trajectory to passion, purpose, and pursuing a meaningful life. This is why, as businesses, we have a responsibility for how other people grow up, think, and breathe.
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My goal as a new content creator was to reach people. I knew that I needed to find the balance between a strategic approach and an energetic approach.
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Your strategy is your insight. Without strategy, you can’t sell. But with too much strategy, you won’t be happy. Your energy is your intention. Without energy, you’ll be unhappy. But with too much energy, you won’t be able to sell anything.
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So the next question to ask yourself is… What is the marriage of strategy and energy? These are the 4 levels to building your content and your brand on social media.
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Machine Content is content that feeds the algorithm, keeps engagement, and keeps you present and active on a daily basis.
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One common mistake is trying to go from machine-level content all the way to mentor. When this happens, you usually end up trying to sell too quickly. Meaningful Content is content that relates to emotions the viewer has experienced.
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Memorable content is content that people save on their phone to show to someone else, quote for the rest of the week, and again in a year. Finally, Mentor Content is content that showcases your expertise and knowledge. Now that you know the 4 levels of the Content Pyramid, here are the 4 steps to follow it: Step 1: What do you/your brand want people to feel? After analyzing 7,000 pieces of content, there were only 5 types of content that went viral: 105
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This includes a range of content that impacts people’s hearts and/or minds.
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Most content barely stimulates the mind, while the most powerful content goes straight to the heart. It’s all about how you’re making people feel.
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Step 2: What is your strength?
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Not every business owner or influencer is the same. Different types of people perform best in different roles, depending on their unique personality.
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Talent, influencers, or celebrities get 50% times more engagement when they are in videos. But, they have to play the right role.
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For example, people copy Gary Vee’s vlogging style. His vlogging styles goes in on the role that he likes to play in his videos. Documenting your journey like Gary Vee works if you have a similar style and role to him, but if you don’t, it’s not authentic.
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Very often we place ourselves in a piece of content that doesn’t naturally align with us. For example, writers who try to play a host role. Or actors who try to play a director role. In general, if you’re great on stage, but not on camera—then use your stage content. But if you’re great on camera, but not on stage—then use your camera content. Reflect on when you are in the strongest place and leverage that in your content. Step 3: What format suits you/your business best? 107
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There are many different formats of content:
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Not every format fits every person or every brand. And keep in mind, your brand should feel like a personality. And that brand personality should be inviting. If your brand was a person, people should want to be friends with them.
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You should aim to find a balance between the different formats. When you achieve that, you’ll get something that looks like this:
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In this example, you might have 2 people interviewing each other while riding jet skis.
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What should you measure in your content?
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This image gives you an idea of the relative value of each form of engagement. Comments are good, views are better, and shares are what you really want most of all.
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Great Content Element #3: Impact At the end of the day, your content isn’t there to go viral or make you money. It’s there to make an impact.
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For example, one of my most meaningful projects was working with National Geographic talking about the life of Albert Einstein. We launched a huge competition off of this project called “Chasing Genius.” In this competition, we looked for ideas from across the U.S. that had the potential to change the world. In the very first week we had 30,000 people apply. We chose 3 winners, funded their ideas, and introduced them to the people they needed to know to make their idea a reality. So remember: when you focus on intention, invention, and impact—that’s when you see results.
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https://training.com.ve/ About Jay Shetty: Most watched personality on Facebook 2018 (4 billion views) Most watched video on Facebook 2018 (327 million views) Forbes “30 Under 30” list Streamy Award for best Health & Wellness Creator 2018 #1 Health Podcast on iTunes and debuted #5 Podcast in all categories on iTunes • Raised over $1 million for charities in 2018
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Jeff Mask
Chief Revenue Officer, JUMP
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“TRUST ME!” Spend Less Time Getting MORE Clients by Boosting TRUST & Social Proof Session Description: As an agency owner, how do you most effectively help your clients get more customers in today’s digital landscape? Join Jeff to learn how to cut through today’s clutter and DISTRUST & how to add a $100K+ in recurring revenue to your agency. And... ...how to save yourself loads of time. There’s a reason why Ryan Deiss definitively says, “JUMP is the perfect agency solution.” TRUST US! If you are growing a Marketing Agency - don’t miss this session!
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https://training.com.ve/ Retainers are an attempt to create predictable revenue around unpredictable value. But—they don’t. Let’s focus on creating predictable value. The digital marketing landscape is changing:
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• 43% of businesses have at least 1 incorrect or missing address across major online directories • 97% of people will read online reviews before making a decision • 4 in 5 local mobile searches result in a purchase • 55% of prospective-customer conversations occur within 1 hour of initial mobile search
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Local search engagement has evolved in the last 20 years. There is a massive trend moving from traditional web results to non-website online presence. Engagement and connection are the gold rush right now. If you don’t leverage that trend, you’ll get left behind.
Consumers want more of an engaged experience right now—how do you leverage this growing trend? 113
https://training.com.ve/ As the digital marketing landscape evolves, these 3 elements are becoming critical in growing companies: 1. Online Listings (SEO) 2. Social Strategy (Social Media) 3. Reputation Management (Reviews) What happens when you focus on online listings, social strategy, and reputation management? JUMP clients see:
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Case Study: Local Service Business
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• 2x more views across Google searches and maps • 2x more customer actions from Google (web clicks, directions, calls) • 5x more views on sites other than Google, Yelp, and Bing
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Using a JUMP Score, we found this business had a 69% listing inaccuracy. Most businesses see an inaccuracy rating of over 50%. Why is this bad? Because Google allows a 5% inaccuracy rating.
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https://training.com.ve/ This client also found that 45% of similar businesses have better reviews. To improve their reviews, they focused on the Four R’s of Reviews: 1. Rating (Quality) 2. # of Reviews (Quantity) 3. Responsiveness (Engagement) 4. Recency (Old Reviews = Bad) For small businesses, 50+ reviews are ideal.
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Are reviews worth focusing on?
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Subway, the largest franchised business in the world, spent an entire day of their franchise training talking to franchise owners about the importance of responding to reviews and how to respond to reviews quickly.
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• 69% inaccuracies to 0% inaccuracies • 409 social followers to 1,305 followers • 2 online reviews to 104 online reviews
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Pro tip: Asking for reviews through text yields a 3.5x higher response rate than asking for reviews through email.
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Chad Mureta
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Arman Assadi
Co-Founder & Chief Visionary Officer, ProjectEVO.org
Director of Content, DigitalMarketer
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Co-Founder & CEO, ProjectEVO.org
Garrett Holmes
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7-Figure Crowdfunding Hacks and How to Use Personalization to Find Your Flow: A Fireside Chat with Arman Assadi & Chad Mureta Session Description: Sit down with Arman Assadi and Chad Mureta, founders of the EVO planner, as they discuss the secrets behind their record breaking crowdfunding campaign that took the world by storm. Learn about why planning and prioritizing your life around your unique brain type is the next best thing for improving the way you run your business.
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https://training.com.ve/ What led you to utilize crowdfunding platforms? Arman: It’s remarkable what Project EVO accomplished and we only did it because of our team. It was difficult. There were a lot of sleepless nights, and a lot of sacrifice. Chad: It had a lot to do with the type of company we were trying to create. With any entrepreneur, you want to scratch your own itch. Once we understood our product, we had to figure out where our target demographic spent their time. For us, that was on crowdfunding platforms.
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Arman: It was pretty early on that we knew we wanted to use this strategy. We had already paid for the manufacturing of our product, so our challenge was more about creating a big splash in the marketplace. How do we show people that we’re more than a planner company? How do we put our mission out there for people to resonate with and decide to be a part of this?
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Arman: On day one when you launch on Kickstarter (which you should always launch with first) and Indiegogo, you have to have a beta test audience. We created a reservation funnel and built out a sequence funnel that cost members $5-$10. In return, on the day of the launch they would get the best price on EVO planner. We set our goal for $20,000, knowing we would hit it with our reservation funnel. This pushed us to the top of Kickstarter and Indiegogo which furthered our splash. Chad: The 80/20 of the whole marketing strategy was our beta audience that gave us feedback. We took the time to understand our demographic and that’s why, when we launched, we knew what we were doing. The beta audience made people feel like they were a part of creating EVO planner. They then tell their friends. Right now, for every person that comes into our world, 3 other people will find out about it.
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https://training.com.ve/ How did you decide on the goal for the campaign? Arman: We worked our way backwards based off of the number of people who made a reservation. We expected to hit our goal within a day or 2 and we hit it in less than one hour. We also did more than just the crowdfunding campaigns. We did influencer marketing and ads as well.
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One thing that worked really well was tapping into the relationships that we had. We talked to our influential friends, like Neil Patel and Lewis Howes, and just said, “Check out our planner.” We didn’t ask either of them to do anything and they both gave us multiple shout-outs on their massive platforms.
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Chad: When you give a gift to somebody and they know how much time and effort you put into it, it’s amazing how free marketing happens.
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Is this strategy for everyone?
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Arman: I feel like a lot of people think they can take any concept, do a little bit of pre-launch work, and throw it on a crowdfunding site. Too many people think they’re going to get lucky, but we had to throw all of the bullets that we had and then viewed luck as a possibility—a cherry on top. It was a bonus that Lewis and Neil shared it.
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Chad: Hell no. It takes way more work than most people realize. We have a unique relationship where we’re able to lean on each other but there is a serious time commitment. Knowing what we know now, we still aren’t sure if we’d do it again. What made you want to create a product that’s for individuals vs. the masses? Arman: When you buy a product or take a course, you’re opting in to one person’s opinion of what works. That’s what led us to kick off the research of brain types and now we’re working with a university to further those studies. Chad: For me, going to school was such a pain point. I was expected to learn like everybody else but I didn’t. That pain for me made me realize that personalization is real. We’re all wired differently. 118
https://training.com.ve/ How important is product research for a product like this? Arman: We researched our product for 2 to 3 years. We had 70,000 people that had taken our brain assessment, version after version before it was launched. Think back to your life when you’ve been able to identify a part of yourself that was a life-changing moment. If I can describe why I do what I do and why I am the way I am, that changes everything. We’re not showing people who you are or what your personality is. We’re showing them their preferences.
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Chad: It’s the experience of taking the Brain Assessment, looking in the mirror, and recognizing yourself. There has to be that feeling of clarity. It gives people feelings of excitement and hope. It lets them show up in a way they never could before.
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What benefits do you get from knowing and understanding your brain type?
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Arman: We have a private Facebook group, we’re picky with who we let in, and a lot of people share their stories of how it has impacted them. Students to 75+ year olds. For me, I think of brain type in 2 components.
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First, what should I focus on to thrive and create more flow in my life? For example, for an Architect it’s creating order and balance. Second, what am I not aware of that I should be doing? For an Architect, this is having fun and exploring. This is the balance and it’s not something we’re aware of. Chad: For me, most of my days are me trying to explore. In the past, I thought that I couldn’t have fun because I was in the business setting. I wasn’t doing fun things or allowing myself up to explore and enjoy. It gave me permission to do the things that make me feel great.
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https://training.com.ve/ What has been the impact of your private community? Arman: I used to have this idea in my head, “Community has to be thousands of people,” but it always starts with one person. Just focus on taking care of that first person, then the next 5, then the next 10. You want to then be vulnerable and show them that it’s a safe place to talk about what’s going on. The internet is a crazy place. You see a lot of hate but you also see a lot of love.
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Chad: It’s been game changing. The community was on the forefront of creating the product and now they come to us and tell us that we changed their life.
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Chad: Constantly. We always get feedback for the next edition. We are redefining productivity and that’s not about getting more stuff done, it’s about thriving as individuals.
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We use them as our loud speaker and we’re doing amazing things because they raise their hand and tell us what they like and don’t like. That has been our superpower.
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When you market your products, do you keep in mind the brain types of your customer avatar?
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Arman: Yes. And for other marketers, you can identify your avatar’s brain type. We have custom tools that we recommend per brain type. Chad: We know how to communicate to what’s important to our customers. It’s nice to have a community that is so active and that’s definitely why our loyalty is so high. We’re communicating in their language to them. You’re working on a cool project with the University of Texas, tell us about it. Arman: We’re working with their Graduate Psychology department and the opportunity came through a reader of our blog. Our goal has been to prove 120
https://training.com.ve/ the validity and reliability of our assessment and the EVO flow system as a tool. The new project we’re working on is the EVO assessment, essentially our Brain Assessment on steroids. It’s going to be amazing. If people are getting that much value out of the Brain Assessment, this is seriously going to change people’s lives. We’re looking at it as an intervention tool. What does it look like for someone to go from burnt-out to a full understanding of self-identity?
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We’ve done the launches, we’ve made the money, and it’s not about that. It’s about something bigger.
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Chad: Our question is, how can we get people to utilize all of this information? We want people to actually implement it into their lives. Having them involved means that we will have all of the research done that proves our products affect their lives.
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What have you learned about burnout and overcoming it?
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Chad: Obviously burnout is something that happens to everybody. The concept of productivity right now is crazy. It’s this thought pattern of having to work more and it needs to change because our health is on the line. The statistics are telling us this.
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What would it look like to be in flow and would that be the fix for burnout? It turns out that it is. Concentrating on specific things depending on your brain type shows you that your baseline goes up. Your baseline goes up, you’re aware of what’s going on and you’re least likely to get burnt out. What is the concept of flow? Arman: It’s a state of timelessness. You feel your best and you’re performing your best. It can be done in a thinking setting, working out setting, writing setting, etc. It’s when you lose track of time completely. The core component of flow is that when you are in the space, the work that you do feels as if it’s fueling you and giving you energy. This makes it difficult to burn out. It’s the dichotomy of, is this giving me energy or taking energy away from me?
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https://training.com.ve/ Of course, we always have to do stuff that takes energy from us but it’s an 80/20 balance. Chad: Every single successful person that you know of is aware of flow. Their flow score is high. They are picky about what they’ll spend time on and that’s why they do what they do. It’s an old concept that can be leveraged with technology. What are some simple ways to find your flow?
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Arman: One of the exercises I used to find flow is sitting down and listing out everything that I was doing on a daily basis. I would circle the things that gave me energy and defer the things that didn’t. I know this is difficult if you’re on your own as a solopreneur or working for somebody. But I think we’re moving towards a new path where you have to cut out the stuff that doesn’t help you create flow. You have to do things that actually make you more engaged. About 87% of people are completely disengaged or not engaged in the workplace. This is not flow.
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Chad: If you understand the brain type of the people on your team, everything rises. If you become a coach, your business grows. We’re leaning into this deeper level of making sure people are doing the things they need to do to show up in the right way.
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What tangible difference has the EVO planner made in people’s lives?
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Arman: One of our customer’s had their house burn down and all that was left was a few items. One of those items was her EVO planner. She came to our private Facebook group telling us that she had nothing and didn’t know where to go. She said she was using the planner to rebuild one step at a time and was making a conscious effort to keep her gratitude. Chad: We get stories like these every day. We even get, “This is the first time I’ve ever finished a planner.”
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Tom Breeze
Founder & CEO, Viewability.co.uk
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Brand New To YouTube Ads? Here’s a Step-By-Step Guide To Go From $0 to $1000/day Profitable Spend (and Beyond) in the Next 30 Days. Session Description: Youtube is one of the most effective advertising channels out there, yet too few marketers take advantage of it. Learn the tried and true methods Tom and his team at Viewability have perfected to get you started with YouTube advertising... setting your off on a path to profitability.
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https://training.com.ve/ What makes a YouTube ad effective? 3-Step Action Plan: 1. Find your customers 2. Know your numbers (in a new way) 3. Run the perfect YouTube ads
Find your customers
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The first question to ask is, “are your customers even on YouTube?” If the answer is yes, keep reading.
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The second question to ask is, “What are they doing on YouTube?” There are 3 reasons people go on YouTube:
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The third question to ask is, “What are they searching for?”
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• Write down the keywords your customers are searching for • Search the keywords on YouTube to see what comes up, and look for videos with 10,000+ views • Write down different variations of the keyword • For example, variations of the keyword, “How to get my baby to fall asleep” are: • 5 Tips to Get Your Baby to Sleep at Night • Baby to Sleep Through the Night • Lullabies for Babies • Tips to get Babies to Sleep • Sleep Music for Babies • Bedtime Songs for Babies • Take this list and plug it back into the YouTube search bar to see the predictive results in the drop-down menu 124
https://training.com.ve/ • Use those predictive results as more keywords for your video titles For high conversion rates, build your video ads and offers around those keywords.
Know Your Numbers The normal profit formula is: Revenue - Cost = Profit
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When we look at profit as an effect of revenue minus cost, we create an uncontrollable factor. The damage has been done by the time we crunch the numbers to find the profit.
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Where: Revenue = Average Order Value x Funnel Conversion Rate
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With this formula, you decide how much profit to take out of your revenue depending on the cost you have left.
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Let’s say you choose to take 25% profit from your revenue, your average order value is $1,400 and your funnel conversion rate is 2.625%. This means:
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($1,400 x 2.625%) - [($1,400 x 2.625) x 25%] = $27.56 Cost/Lead Now you have your target.
Run the Perfect Ad A.D.U.C.A.T.E. Script Formula Aim—What does your viewer really want? Difficulty—Talk about the problem they have Understand—Let your viewers know you understand their problem Credibility—Prove that you can help them 125
https://training.com.ve/ Action—Give them a maximum 3-step action plan Teach—Teach them something in 10–15 seconds Exit—Call to action Now, look at how your ad is performing. Each time a user clicks on your ad or watches over 30 seconds of your ad, you have to pay YouTube. If the viewer skips the ad prior to it running for thirty seconds, it’s called an impression. For every YouTube impression, how many viewers clicked through (CTR)? You want a 2% CTR.
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Useful Formulas:
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Cost = # of Impressions x View Rate x Cost Per View (Cost per view is up to you)
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Bonus YouTube Ad Tips:
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How Do You Increase CTR?
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• Add countdown timers to the end of your videos (increased CTR by 32%) • Tell viewers to get ready to click (increased CTR by 48%) A/B Test Your Scripts
• Make 3 versions of the same script, said in a slightly different way • Split test these ads Lower Your View Rate to get Rid of Non-Clickers • In the first 5 seconds of the video, call out the demographic who your are targeting (use the keyword) • Before 20 seconds is up, get a call to action in the video 126
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• After 20 seconds, give the core content and final call to action (A.D.U.C.A.T.E.) • Be careful using stories and humor as people may watch more than 30 seconds of your video but not be interested in your product
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Lindsay Marder
Co-Founder, DigitalStrategyBootcamps.com
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Steal These 7 Content Strategies to Upend Your Milktoast Content Marketing Session Description: If you’re still playing by the content marketing rules of yesteryear, expect your audience to forget about you in 2019. The game has changed, and so must your strategy. In this session we’ll look at how businesses should approach content marketing in 2019 (and beyond) and 7 different brands leading the way with creatively crafted content marketing efforts that make them unforgettable to their audiences — and how you can swipe their strategy to adapt for your own.
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https://training.com.ve/ The best way to think about content this year is to understand the role of content in the Customer Value Journey. Content is your vehicle and your traffic source is the road. - Molly Pittman No matter what you are trying to do with your audience, prospect, or customer, content facilitates the emotion that will motivate them to take the next step. Here are 7 content strategies to use in your content marketing strategy.
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1. Talk About What Sets You Apart from the Competition
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Allbirds is a shoe company marketing itself as having the most comfortable shoes in the world.
They don’t have a blog and focus their content strategy on warm audiences, retargeting, and sales through email marketing and social media platforms. What sets Allbirds apart from the other shoe companies is the material their shoes are made from (wool, tree, and sugar). They create content that connects the viewer with its sustainability initiative. 129
https://training.com.ve/ Ezra Firestone and Molly Pittman talk thoroughly about Allbird’s marketing strategy in this Youtube video. Be more than just a product, be something people can connect with. Questions to Answer to Find Your Initiative • What do you stand for? • What separates you from your competition? • What drives you/Why did you start your business?
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2. Create Personalized, Non-elaborate Content
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Gabby Bernstein is an information marketer in the health and wellbeing space. Most of her content, like her Facebook Lives and IGTV videos, are videos that she takes on her iPhone where she talks to the camera about personal or business updates. Her other content is repurposed from her other platforms or her speeches. These videos get 100k+ views.
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https://training.com.ve/ Gabby’s content is personalized to her audience, answering common questions viewers have about her life, business, or products. She also uses all of her posts to redirect people to her other platforms. For example, her biweekly blog post has links to a related YouTube video, mentions her tarot cards, and has her latest book in the sidebar widget.
3. Showcase Your Authority to Sell Your Product People want to buy from authorities in the industry.
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Content Strategies to Showcase Authority
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• Interview industry experts • Use Buzzsumo to find where your prospects are finding answers to their questions related to your content
• Make “Watch Me Work” videos for your products, showing the backend of your business 131
https://training.com.ve/ • Teach people how to use your product • Show people a video of your product being boxed and prepared to ship and then encourage them to send you an unboxing video • Code&Quill gives customers a $5 gift card toward their next product if they send an unboxing video Ask yourself: Why should people listen to me and buy my products?
4. Create Content Specifically for Your Target Demographic
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Ellevest is a platform for female investors. They know their target audience and they curate every piece of content to speak to that audience.
How to Speak Your Customer’s Language • Tell them what you know about them • Show them you are trying to get to know them 132
https://training.com.ve/ • Make customer profiles and let prospects self-segment themselves based off of the profile they relate with • Write a newsletter answering questions and showing how you’re improving your business based off of customer feedback Ask yourself: What do I know about my customer avatar that needs to be added to my website?
5. Show that You’re an Expert
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Kristin Ess is a celebrity hairstylist showcasing her expertise through her Instagram visuals. Her social feed is heavy on how-to’s, what products to use for specific hair types, product images, and celebrity influencers.
Demonstrate expert knowledge that is accessible to beginners that appeals to qualified buyers and prospects. In Kristin’s case, her hair guides showcase her expertise in the specific needs of women who want to change their hair. Ask yourself: What content showcases my expertise? 133
https://training.com.ve/ 6. Connect Your Content to Your Community SoulCycle sends out personalized emails that are specific to a recipient’s location. For example, they will tell Los Angeles recipients about a new store opening in LA and NYC recipients about a new NYC location. They’re heavy on community and helping their customer embrace their fitness goals.
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They also personalize their landing page based off of the customer’s location. In the top right menu, to the left of “Log In,” they’ve personalized this landing page for an IP address logging in from Southern California.
Ask yourself: How can I personalize my newsletters and landing page based off of important details of my customer avatar (such as location, interests, business type, etc.)?
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https://training.com.ve/ 7. Talk About Your Values If you’re a founder of a business, make a video about what you value and why you value it. Talk about why your services/products showcase that value and how people using the product/service transfers this value. It also helps to showcase your authority as well in this strategy.
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For example, in the weeks leading up to the Oscars, MasterClass will promote the courses that are taught by Oscar nominees. Each class has a promo from the teacher talking about the value of the course and they’ll use the authority of the teacher’s nomination to drive the point.
Ask yourself: What values do I share with my customers?
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Founder, Right Mind, Inc.
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Dominic Cummins
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The Rapid Agency Growth Plan: A Surefire Strategy to Scale Your Agency and Land High-Paying Clients Who “Get It” Session Description: Finding enough clients that “get it” is tough. You’re a lead-generating machine, but converting these leads into sales can be a challenge. In this session, we will show you how to create a buying journey that turns those leads into cash-generating, raving fans of your agency.
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https://training.com.ve/ As an agency owner you’re in a unique position because prospects are looking for you to get them to the summit. What’s their summit? • More Traffic • More Leads • More Conversions Why do prospects choose against hiring an agency? Because they don’t understand how an agency is going to help them reach the summit.
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• The industry average for agencies closing clients is 11% • Across all industries, this average is about 20%
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Build Rapport Elevator Pitch Analyze Needs (Pain Points) Present Solution Present Pricing Objection Handling Get Commitment (Close) Implement
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1. 2. 3. 4. 5. 6. 7. 8.
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Traditional Stages Of A Sale
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Where do we go wrong as agencies?
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These processes are focused on extracting value for yourself. Do we keep friends in our lives who only want things from us but don’t reciprocate? No. Our agency model has to follow suit. Consider these statistics… • 57% of the buying decision is made before a person talks to a sales representative • 58% of buyers want to talk about pricing on the first sales call • 80% of buyers see no value from interactions with sales people • By 2020, one million sales people will be out of a job 137
https://training.com.ve/ Why is this the case? Because we forgot one fundamental thing when we created the above sales process: We’re all human. Humans don’t have interactions like the sales process above. It doesn’t feel like a normal human relationship. The human brain has 3 big components:
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Human Decision Making Looks Like This:
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The Root Brain: breathing, hunger, thirst, survival, safety, etc. The Limbic System: memories, emotions, etc. The Neocortex: rational decision making, language, skepticism, etc.
Real human relationships follow The 12 Stages Of Intimacy: 1. 2. 3. 4.
Eye to body Eye to eye Voice to voice Hand to hand 138
https://training.com.ve/ 5. Arm to shoulder 6. Arm to waist/back (hug) 7. Mouth to mouth 8. Hand to head 9. Hand to body 10. Mouth to body 11. Hand to ______ 12. Bow-chick-a-wow-wow
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Businesses aren’t B2B or B2C, they’re Human To Human (H2H). This is why the Customer Value Journey exists.
Customers in the “promote” phase are being told by their neocortex they made a good decision.
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https://training.com.ve/ “The customer value journey works because it follows the structure and sequence of normal, healthy human relationships.” - Ryan Deiss
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The Rapid Agency Growth Plan uses the Customer Value Journey to model a business. For example:
This is going to help you close more clients. When you have the Customer Value Journey, your strategy becomes very clear. The prospect knows exactly how they are going to get to the summit and you become the trusted guide (the sherpa). • The clients who are willing to go through this customer journey are the best clients • If the client isn’t willing to go through this process, they don’t see you as a strategist but an order taker
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CEO, Plattr
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Founder, Rival Brands
Keren Kang
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Perry Belcher
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“The Wholesale Traffic Formula” - How to Instantly Leverage Social Content with Paid Traffic to Drive 2 Penny Clicks and 10 Cent Leads With These 3 Simple Hacks Session Description: All traffic works at some price. Imagine cutting your traffic costs by 2/3’s or more. In this presentation Perry will share three big strategies that allows his companies to buy traffic at 50-80% below what ordinary competitors pay, effectively wholesale traffic.
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https://training.com.ve/ If you can buy your traffic at half the price of your competitor, you’ve beat them. Here are some tips on how you can do that.
The 4 Biggest Needle Movers in Paid Traffic In my experience, these 4 things have the biggest potential to improve your paid traffic campaigns. 1) Kill The Ponies
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For each campaign on Facebook, set this rule:
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It has to get 8,000 impressions in a 3-day window in order to continue being shown.
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From there, increase the budget on campaigns that win by 1% per hour. If the campaign acquires over a $10 CPA, it gets inactivated (this is the pony).
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This strategy allows you to scale 2x while lowering your CPAs and increasing your volume.
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2) Social Stacking
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It’s simple, but it works. This has been my #1 biggest needle-mover for wholesale traffic on Facebook.
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The Facebook default is to create a new ad set for each new ad, which spreads out your social interaction (likes, shares, comments) across many different ads. This is NOT what you want. Instead, you want to put all of your ads in one ad set so all of the social interactions stack on to that ad set. Find a Facebook ad or post that has a lot of likes and comments and then create a new ad using that. This is called “social stacking,” and it’s really effective for reducing your CPAs. Another social stacking strategy is to launch 3 identical new campaigns simultaneously. The campaign is completely the same, and the budget gets split between them evenly. 142
https://training.com.ve/ Over time you’ll see that each campaign gets a different conversion rate, and you can choose the one with the lowest CPC. 3) Hybrid Traffic Start with a cold audience and then slowly increase the amount of new audiences introduced to the campaign. Every day, expand your audience by 5 new customized audiences. Over time this compounds and drives our CPC lower.
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Then, remarket to them.
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Contests have the lowest CPL (cost per lead) for lead generation.
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We boost the contests by using social stacking. In some cases, we even get more organic traffic than paid traffic.
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Now here are 3 tips to make your content more engaging and to rank higher in Google.
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1) Make sure the introductory paragraph on your articles does not exceed 2 sentences.
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It used to be necessary to write long, keyword-driven introduction paragraphs. Now, Google has figured out that users don’t like that type of content. Instead, people prefer to see content with short introductions. To play by their rules, you want to create introductions that are no longer than two sentences. This will also make your article look less intimidating and easier to read, inviting more visitors to engage with the content.
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https://training.com.ve/ 2) Add a table of contents to each article. Then, hyperlink each item in the table of contents to its corresponding H2 or H3 header. This will keep the user interested in the content, while also showing Google that people are engaging with it. Since 75% of website users don’t scroll on a page, this is a great strategy to help increase the time spent on page.
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3) Add content upgrades so users can consume the information better.
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Use written content, videos, and infographics within an article to capture attention.
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Amanda Bond
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Owner, The Ad Strategist
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How to Build a Social Media Sales Machine (with Organic Content + Paid Facebook Ads) Session Description: In this session, Amanda will teach attendees how to focus all of their social media efforts on driving evergreen traffic to one funnel to 10x their results. The byproduct of using this method is drastically reduced ad spend (a reduction of 50-100% as proven in a $48,000 ad spend study).
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https://training.com.ve/ What is working when it comes to ads and organic traffic? • • • • • • •
Email LinkedIn Networking Facebook Groups Instagram Stories Podcast Interviews Direct Messages Etc.
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What’s the difference between the 2 types?
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There are 2 distinct types of people using these strategies to try to grow their businesses. Type One person is failing and Type Two person is succeeding.
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Type One: Posts content with an expiration date (Instagram Story, Facebook live, etc.)
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Type Two: Posts ads that spur organic engagement and moves users through the customer value journey
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The Strategy System: using Facebook advertising to turn attention into autopilot revenue through dynamic ad sequences triggered by a specific user event of:
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• Joining your email list as a subscriber • Visiting your website (pixel audience) • Engaging on Facebook (likes, comments, shares, carousel swipes, messages to page, and link clicks) • Engaging on Instagram (likes, comments, DM’s, clicking link in bio) • Watching 3 seconds of a video on your Instagram business profile • Watching 3 seconds of a video on your Facebook page The Strategy System is broken down into 3 foundational phases paralleling infamous marketing principles:
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https://training.com.ve/ 1. Connect (Branding) 2. Commit (Lead Generation) 3. Close (Sales) In the connect phase, the goal is to warm up the people who have engaged on social media. There are 3 ads to show people in this stage: Engagement Ad: has no call to action, asks a yes or no question, its purpose is to get people familiar with your profile
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Authority Ad: shows your credentials
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Seed Testimonial Ads: show the transformation your product/service creates in a customer’s life
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Pro Tip: Bounce people back and forth between platforms by showing them an engagement ad on Instagram and an authority ad on Facebook What do people need to hear to connect with your brand?
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In the commit phase, the goal is to take prospects and have them enter into the sales process. This phase is specific to the marketing modality that you use.
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For example, let’s say your opt-in is a boot camp. Your dynamic sequence starts with typical lead generation ad to get people to sign up for the boot camp. The next ad acknowledges the people who didn’t sign up initially and motivates them to sign up this time. The third ad is a celebration ad that thanks everybody who is going to participate in the boot camp. You want to take a moment to make it all about the user’s experience and show them how much they value you. In the close phase, the goal is to take red-hot buyers and help them make a purchase decision. These ads aren’t focused on features and benefits; they talk about transformation and overcome the objections that people have for buying your product. Turn your customers objections into ads.
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https://training.com.ve/ The customers who are meant to be customers buy immediately. Better yet— the ones who don’t buy immediately continue to see your ads and become customers later on in the customer value journey. Use your most engaged content to curate your dynamic ad sequence. You’re now growing on overdrive. Bonus Tip #1: Use Facebook Groups to Spark Your Dynamic Ad Sequence
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• Post a video to your Facebook group and then add all of the users who watch 3 seconds of it to your ad target list
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Bonus Tip #2: Use Gary Vaynerchuk’s Two Cent Strategy on Instagram
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1. Search 10 hashtags related to your niche a day 2. Save the top 9 photos to a new collection: “My Two Cents” 3. When you have spare time, go to this collection and leave comments on each post
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When you engage with users on Instagram, 60% engage back with you.
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When they engage back with you, your content gets shown in their timeline and your sequence gets sparked.
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Host of HPX Podcast, The Burchard Group
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Award-Winning Host, Storyteller, and Filmmaker
Brendon Burchard
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Jay Shetty
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Making Wisdom Go Viral Session Description: 3.75 Billion Views! 25 million followers! In 18 months! How did he do it? Hear Jay Shetty share the secrets and strategies behind his phenomenal success on social media. Jay has also created videos for leading brands, authors, influencers and experts that have had huge success using his intuitive and insightful approach to vitality. If you want to create content that is shareable, engaging and viral, don’t miss this session!
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https://training.com.ve/ There are 5 things you’ve said make content go viral, what are they? Adventure, comedy/humor, emotion, inspiration, and surprise (cats, dogs, and babies). All of these things have 1 thing in common: they make you feel something, not think something. How do you strategize virality into content?
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First ask yourself, what is the pain point of my audience? All of my videos are based on real life pain points. Every post needs to touch on a real emotion and a relatable story. Where is the hurt? Where is the pain? What is the challenge?
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My content speaks to these pain points, and because of that I never run out of ideas. I’m always talking with people and finding more stories that I can turn into content.
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I keep testing. I’ve found that content works in formats. A format is a post that is repeatable and can have a new theme added to it. I’m always testing formats and titles. For example, the title of “Before you X, Watch This” went viral and I realized that people want me to show them how a post relates to them. Another example, if I say, “Before you get married, watch this” it relates to people who are married AND people who aren’t married.
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You’re at 3 billion views in 18 months, when did the “ah-ha, I figured it out” moment hit you? When I first started it wasn’t nearly as strategic as it is now. My posts were much more intuition based than viral-strategy based. It was unconscious competence vs. conscious competence. I didn’t know what I was doing right, but I observed the patterns and I also talked to people and asked them, “What did I do right?” and “What did I do wrong?” When I started to see the same amount of virality with certain formats of content, I asked myself “Why is this happening?” That’s when I made the shift from unconscious competence to conscious competence. And with that, I still failed and had to find the balance between insight and data. It’s both that 150
https://training.com.ve/ create success. If you don’t intuitively feel that your community will resonate with you, then they’re not going to. If you don’t play into what the data says, your content won’t do well. It’s a balance of both. Rapid-Fire Questions: How long should videos be specific to platform? 3–5 minutes on Facebook 5–7 minutes Youtube 1 minute on Instagram
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When do you use headlines and captions? Always use a headline and caption on Facebook and Instagram and on Youtube you don’t need them.
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What percentage of b-roll should each video have? 75% b-roll. Also, avoid using stock footage. Film as much of the b-roll on your own as you can.
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What volume percentage should the background music be set to? 60%.
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What is the average pay for an actor in your video? $100 for 3 hours.
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How many scene changes should you have? Within 9 seconds you should have 3 scene changes. In the first 2 minutes of a video, what emotions do you want to evoke? Bring people into a scenario they recognize. For example, start by asking, “How many of you have…?” Then, use relevant imagery and words. What are the best upload dates and times? This is secondary information. Content is king/queen and it’s always at the top. You can’t make bad content go viral. Once you have good content, then you can focus on the best times to upload. You want the algorithm to trust you so posting at the same time, on the same day, every week is my strategy. 151
https://training.com.ve/ My posts go out at 6am LA time because then I can catch my US audience who is on their way to work, my European audience at lunch time, and my Indian audience at dinner time. What’s the first thing you do once content is posted?
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The first thing I do is reply to every positive comment. I don’t reply to any negative comments and I also don’t delete them. Second, I share a Facebook post twice—one time upon initial posting and then again 24 hours later. Seven days later, I share it again. I massively recommend going live on your page when you upload a new video and then linking back to that video.
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When I first started posting content, I got a 25 person WhatsApp group together and I asked them to share my videos. So each week when a video came out, I immediately had 25 people sharing a video.
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In 4 ways. First, I have a mindset-based coaching group called the Inner Circle. It allows me to serve a global audience at minimal costs.
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Second, I have a social media content company focused on building viral campaigns and strategies. We script, shoot, post, and distribute. We’ve worked with Lewis Howes, Gabby Bernstein, Medical Medium, Hayhouse Publishing, etc.
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Third, I have a coaching company for corporations, and I do online and offline programming for them. Fourth is monetizing with ads. This year I’ll open up a new revenue stream. I’m going to create courses around my most commonly asked questions that can’t be answered in a 3-minute video. In terms of revenue, I have no interest in sponsorship. I want a clean feed that is serving my community. The views and the brands aren’t what motivate me.
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https://training.com.ve/ How did you get started as a content creator? While working at eCentra Corporation, I started making videos. I would get home from work at 9pm and start editing videos. It would take me about 5 hours, 5 days a week to edit a 5 minute video. I would get my friend that had a nice camera to come out with me for 1 day and we’d shoot 8 videos at a time. This lasted for 6 months, which is when I saw my first growth spike and I started to create content for Huffington Post. In March of 2017, I started to build my own channels and hired 1 person to be my videographer and editor.
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I find the balance that you want in freelancers is somebody who has prior company experience. The best people work freelance but those that have company experience are professional and get things done on time.
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Now, my video team is 3 videographers (who are also editors). We’re starting a new series on Youtube called Jay Shetty: Behind The Mind. Each editor makes one video per week. I also have somebody who manages schedules. Then, it’s my job to come in and manage the platform that I want to grow the most.
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As a content creator, my biggest lesson is you can’t be creative and logical at the same time. I spend 9 days a month creating my content and 3 weeks a month networking, in business meetings, connecting, etc. When you try to go from creative to logical, you’re running from one side of your brain to the other side of your brain and that’s when you feel burned out and like you don’t have any new ideas. What do you want people to take away from this interview and the Traffic & Conversion Summit? Start with your intention. Why are you doing what you’re doing? My intention hasn’t changed since when I started. When views are low or I get a negative comment, the intention is what keeps me going. It’s the root of everything. Also, don’t get lost in imitating creation. Don’t copy people’s style or tone. It’s not good for you. You need to differentiate yourself and trust that there’s an audience specifically for you.
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Founder | Lead Strategist, H2H Media Group | NicholasKusmich.com
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Profit with Facebook Ads from Day 1 by Optimizing the Most Important (and Under-Utilized) Webpage in Your Funnel Session Description: You DON’T have to wait for weeks for your Facebook ads to be profitable. You SHOULD be able to turn a profit on day 1, and in this training I’ll show you how. By optimizing just ONE page in your funnel (one that most people ignore) you can get up 22% conversion rates on cold traffic. This can be the difference between a winning and a losing campaign for you.
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https://training.com.ve/ The Predictable Profit Process takes cold Facebook traffic and turns it into conversions (with a 23% conversion rate). The 80/20 Principle states that 80% of results come from 20% of your efforts. In theory, you should place your focus on that 20%. What if you placed your focus on the 20% of the 20%? Your ad copy, marketing, content, opt-in pages, Lead Magnets, and landing pages are all curated for the 20% of the 20% and you’re now speaking to an extremely niched audience.
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Who is in this group?
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• Clients and customers who have spent the most amount of money. • Clients and customers who have been with you the longest. • Clients and customers who have given your customer service the least amount of grief. Now, create an ad that speaks directly to this group.
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3 Key Principles of a Great Facebook Ad
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Look: Your ad needs to get people to stop scrolling with copy and images
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Hook: Create a connection with prospects by telling them 3 things: • Feel—Tell them that you know how they feel • Felt—Tell them you have felt the same way too • Found—Tell them you found the solution to this pain point Took: Your call to action written in “normal” language • Don’t say “register here” because people don’t use it in regular conversation • Say “RSVP” or “Click Here” Your Facebook Ad then takes your lead to an opt-in page. The prospects who opt in then get taken to the most important page in your funnel, The Godfather Offer Page (GFO). 155
https://training.com.ve/ The GFO page is the most underutilized piece of web real estate in your funnel and determines your profitability. Instead of thanking the prospect for opting in to your Lead Magnet, offer them something bigger and better. This page is designed for the “Fast Movers,” the people who know what they want and will make a quick decision to buy it on the spot. What are the 4 elements of a perfect GFO page?
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Acknowledgement • On the previous page you promised them a Lead Magnet, acknowledge the Lead Magnet by telling them that it is going to arrive in their inbox in X minutes (Ex. 12 minutes) and set your CRM to send the Lead Magnet email in 12 minutes • Ask them to watch a short, but important, video while they wait for the Lead Magnet to be sent
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Video • 4–7 minute video • Script Sequence: • Positioning: Tell them who you are and why you asked them to watch this video • Acknowledgement of the magnet: Talk about the Lead Magnet and tell them it’s on its way • Hook: Ask them if they have ever had the problem that your company solves • Hero’s journey: Tell your story… people want to feel like you can help them, and they only feel that way if they feel you are relatable to them • Discovery: What discovery in your life solved this problem • Summary: I want to invite you to do X • Call to action page: Click here to go to another page to receive X Irresistible Offer • Give a limited time discount (50%) • Stacked Bonuses: If you buy this product right now, we’ll give you a bunch of other stuff for free 156
https://training.com.ve/ • If you’re in the digital space, it can be a physical product • If you’re in the physical space, it can be a digital product • Take on the risk of the sale: tell the customer that if they aren’t happy with the product, you’ll give them a refund and pay them $X • Tell them the reason why you’re giving them the discount • This alleviates skepticism that the offer is too good to be true • Be transparent, for example: “When you leave this page, I probably won’t see you again, so I want you to take action now”
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Deadline • Tell them the offer is only available to them right now • If people feel like they have time to make a decision, they’ll procrastinate buying You know a Godfather offer is good when it hurts a little to give it away at that high of a discount.
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Now you have a process that can take cold traffic, generate an asset base of leads, and have you profitable on day 1, wildly profitable by day 3, and in the money by day 4.
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Beau Haralson
CMO, Human Design
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The 3 Timeless Truths of Launching Any Campaign: Learned from Working with Lebron James, Nike, and Southwest Session Description: The three critical elements of a campaign are emotion, attention and intent. When these three elements are unlocked, campaigns outperform and they create the community that fosters brand growth. Here’s how Nike, Southwest, Lebron James and Arnold Schwarzenegger are growing their brand awareness and positioning themselves in the marketplace.
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https://training.com.ve/ The 3 Critical Elements Of Any Campaign Are… • People: Emotion • Positioning: Attention • Process: Intent
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The First Critical Element: Emotion
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Campaigns that use emotion to relate with people get attention by positioning themselves correctly. They bring people through the right process by showcasing their intent. These companies include huge brands like Nike and Southwest and prodigies like LeBron James and Arnold Schwarzenegger.
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When your brand is at the center of your service to humans, you will experience incremental gains. When humans are at the center of your brand, you will experience exponential gains. What type of emotion do you want to invoke from your campaign? • Excitement • Anger • Jealousy • Curiosity • Etc. 159
https://training.com.ve/ To find your big idea that will evoke the right emotion from the customer avatar, push into common language that is known and then, make it ownable. The process looks like this: 1. Start with known language 2. Add a fresh approach 3. Add your known persona 4. Create an emotional response
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For example, we worked with Southwest to play into the idea of work and life balance that has recently become more blended. We know that Southwest loves people and it’s at the center of their brand. How do we make Southwest get credit for loving people and make them money too?
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We saw the language, “It’s not personal, it’s just business.” and then we made it ownable. We created 2 lines of copy based off of the phrase.
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Copy One:
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Copy Two:
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We know this was our “big campaign idea” because we could confidently answer yes to these 3 questions: 1. Does it make people lean forward? 2. Does it fit the business strategy? 3. Can it hold up for 30 years?
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Second Critical Element: Position The average human being now has an attention span of 8 seconds. How do we as marketers get someone’s attention? 1. Call their name • For example, “Calling all marketers…” 2. Break a pattern • For example, using sound design in video to catch a viewer’s attention 3. Give someone a task 4. Introduce urgency 5. Give someone a reason to believe
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The key is, when you get someone’s attention matters just as much as how you get their attention.
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This leaves the question of, should brands create friendships with their customers or should brands enable friendships between their customers?
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“In the future, the words brand and community will be interchangeable and no one will be able to claim they have a brand unless they have a community to go with it.” - Ryan Deiss
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Where do you get someone’s attention? • Facebook • Instagram • Google • Amazon • YouTube What if we look at each of these attention avenues as Disneyland? What if we let customers wander through the park to the attention avenue that they choose?
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Then, we look to see how people are behaving on these platforms and figure out how we can interact within them. Measuring channels by the highest ROI is short-sighted—it’s most important to measure them against their intended function.
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Most importantly, we always end the day with fireworks. Each customer experience should end with fireworks.
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Let’s talk about video: you can buy the inventory on the ads that play before specific videos at Brandzooka.com and use the promo code: IKNOWBEAU for a discount.
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Third Critical Element: Process
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If brands have the opportunity to create friendships and community, we have the opportunity to create impact with our intent. We can change how the world works today, and in theory, we could help solve the increasing depression problem we are seeing today. How can our campaigns foster community and friendship among our customers? To make better campaigns that hit each of these critical elements, fill out this 1-Page Campaign Worksheet for emotion, attention, and intent.
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As marketers, if you unlock all 3 of these elements within a campaign you will get exponentially better results. 165
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Amber Spears
Co-Founder, East 5th Avenue
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What Affiliates Want: How To Recruit, Incentivize, and Close Top Affiliate Partners To Go Big For Your Offers And Dramatically Accelerate Your Affiliate Profits Session Description: In this session, Amber will dive deep into exactly how she recruits, manages, and scales affiliates and their traffic for massive launches. She will cover how to measure your initial testing numbers so that you can scale with confidence, and how to negotiate when affiliates say no to your offer. She will also identify the top 4 revenue-killers that are losing you cash during your launch, and how to fix them.
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https://training.com.ve/ Amber Spears took The Thyroid Secret from: • 82 partners to 1,400 partners • 150,000 email list to 540,000 email list • Multi 7-figure launch with over 3 million views • Sold 10,000 books and hit #1 NYT Best Seller for Hashimoto’s Protocol All in 3 months. The 3 Big Changes She Made that Created this Launch Success
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• Moved owners out of affiliate manager roles • Set up clear, enforceable, structured deals • Defined each side’s responsibilities • Set traffic expectations • Set up a 2nd tier referral contest • Asked every single affiliate partner for referrals to affiliates she didn’t know yet with specific requirements
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A lot of affiliates make a mistake by not giving affiliates the product to test.
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Based Off off this Launch, Here Are 5 Tips for a Successful 7-figure Launch
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1. Test, THEN scale • Use test data to recruit with guaranteed EPC and EPL, boost posts, buy affiliate network traffic, increase commission or CPA with volume 2. Hire a real sales professional or put a team in charge • Let the owner focus on what only the owner can do well—more podcasts, FB lives, in-person events, and PR 3. Use 2nd Tier contests and referrals to grow your pool • You don’t know everyone—let your network introduce them to you! 4. Structured deals or no deal • Memories are short, feelings are long • Clear communication and kept promises are the keys to affiliate longevity 167
https://training.com.ve/ 5. Pivot through no • If a prospect says no, find ways to adapt your offer • If your salesperson accepts no as an answer, they are in the wrong position or need to be retrained
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The Affiliate Amusement Park Model
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There are 4 amusement parks in Southern California and they can be used to understand the 4 levels of affiliate marketing. Lakeside Amusement Park: Dirty, Not a Big Draw—Affiliates at this Level Have: • A low converting offer • Inconsistent revenue • An owner that wears almost all hats • Frustration in looking for their hit offer 45% of affiliates full under this category
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https://training.com.ve/ Solutions: • Focus on making your offers high converting • Spend your money on better copy and better technology • Use your affiliate favors sparingly • Pay to test (cold affiliates)
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Santa Monica Pier: Small Location, Local Attraction—Affiliates at this Level Have: • Making money, but not winning because their sales process is sloppy • A decent converting offer or good niche, but still get little traffic • Thinking about systems and processes, but are too busy to slow down to come up with them and implement
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Solutions: • Continue to improve your offer and grow your reach • Focus on systems, processes, and KPI’s • Go from sloppy to superstar with your sales process using affiliates, influencers, and media buyers • Focus on the owner doing only owner things, delegate everything else
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Knotts Berry Farm: People Come from All Over, But It’s Still Not Disneyland—Affiliates at this Level Have: • More money and more winning (leaderboards, big affiliates, recognition) • Cold traffic flowing plus affiliate traffic • Several good or high converting offers • A larger team for the owner to delegate to • Systems, KPI’s, and scorecards 22% of affiliates fall into this category This is the danger zone. Affiliates that get too comfortable forget that: • Algorithms and compliance are fickle creatures • Systems give stability 169
https://training.com.ve/ • Culture is a necessity for the brand, company, customers, and team They get really scared when traffic sources get cut off, offers fatigue, offers get copied, CPA’s drop, margin gets squeezed, and email deliverability gets hammered Solution: Focus on 3 things that that will save you when you hit a rough patch 1. Relationships 2. Systems and processes 3. Coaching and training
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Disneyland: Legacy, Influence, and Making Money—Affiliates at this Level Have: • Top converting offers • The highest and fastest payouts (CPA + Commission) • The most traffic flows to them and flows from them • Biggest teams and top people • Backend and continuity dialed in • Thank you pages, autoresponders, consistent affiliate traffic • National and global dominance • Example: Agora and Biotrust
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Solutions for Further Growth: • Build company culture • Systems, processes, and increased obsession with KPI’s • Upsells, TYP, ARs, non-booked traffic “A bad system will beat a good person every time.” - Dr. W. Edward Deming
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Ezra Firestone
Founder & CEO, SmartMarketer
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“The Smart Social System” - Copy the Same Content Marketing Strategy I Used to Build 4 Brands and Generate over $50 MM in the Last 3 Years Session Description: Content marketing is essential to the success of your business, but are you developing and executing your strategy the right way? Join Ezra as he breaks down the same strategies that he employed across his brands to generate over $50mm in the past three years.
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https://training.com.ve/ Content marketing is essential to the success of your business, but are you developing and executing your strategy the right way? Use the Smart Social System to create content that converts.
Choose Your Mission What is your company’s mission? This mission is going to tell the story of your brand through a tagline that expresses your purpose in one sentence.
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Boom: “It’s about women. It’s about beauty. It’s about time.”
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Smart Marketer: “Serve the world unselfishly and profit.” DigitalMarketer: “We believe the best product should win.”
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Place your mission everywhere that you can to reinforce your brand identity. Make sure to keep visual consistency to amplify that identity.
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Use the Engage and Filter Method
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Use video content to engage past buyers, subscribers, fans, and prospects. The individuals who consume the video get filtered out and placed in your funnel.
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The ads they see while in the funnel need to be: • Relevant • Engaging • Adding value to their life For example, your content can: • Affirm viewpoints they have • Offer ideas to solve their problems
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https://training.com.ve/ Ad Formulas to Use Video: Love, Demo, Love • Opens with face-to-camera customer testimonial • Goes into product demonstration or description • Closes with face-to-camera customer testimonial • This ad formula has made millions of dollars and is one of the highestperforming ads we use
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Photo: Person, Product, Backdrop, Text overlay Picture • Image ads need to be more engaging because they don’t have the movement of video • Open with a question that you know causes an emotion in your prospect • Use a call-to-action for the viewer to consume your content • In the backdrop, place a comparison of person or product
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GIF: Flash, Bang • GIF ads in the retargeting pillar are the most compelling/effective ad • Use Facebook carousel so multiple GIFs are shown
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For every product you sell, offer a reward to customers that send you a video or testimonial of them using the product or reviewing the product.
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This can be one of the most important pieces of content you use in your marketing strategy. Be Consistent • Post 1 video or 1 article per week • Video is the best kind of content to create because you can track consumption • You can repurpose video content to other platforms • For example: Facebook ad to Instagram story • Videos can be turned into conversion assets • For example: Sales videos 173
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Types of Content to Create • Content that talks about your opinion • A tips list • Educational videos • Behind-the-scenes video • Industry specific content • Timely or relevant content to current events • Interviews with guests • Curated content where you comment on other people in your industry’s content • Anything related to the problems and conversations your community is already having
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You want to create a content catalog that starts by stating your intention and links to other content that supports that intention.
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Build Anticipation • Use ads, emails, and social posts to create anticipation around your product launch • Anticipation product launches work 2x as well as regular launches • Apple runs their entire business on this model
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Send More Emails • Send 3x as many emails as you are currently sending • GIF imagery increased click through rate (CTR) Run Promotions • Run 6 sales a year • One every 6 weeks Understand the Difference Between Product and Story • Your story is the who and why • Your product is the what and the benefits
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Companies that scale to 8 figures: • Create premium products that are over $75 • If your products cost less than $75, make bundles for a higher average order value • Increase their margins • Buy for $1 and sell for $5 • Buy for $5 and sell for $25 • Expands their product lines • People come in for 2 products and then you market your other products to them through retargeting and email
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Dave Gerhardt
Head of Marketing, Drift
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7 Conversational Marketing Secrets that Will Give Your Business an Unfair Advantage in 2019 Session Description: Conversational marketing is the new marketing. Join Dave to discover Drift’s abnormal approach to marketing, and also hear never-before-told secrets to learn how to implement Drift’s plays into your own marketing strategy.
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https://training.com.ve/ Every market today has an infinite supply of options for competitors and information. In a world of infinite supply, customers have all of the power. There’s a new rule for business today: Whoever makes it easier to buy wins. The sales and marketing industry hasn’t adapted to the new market where customers have all of the power.
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We know this isn’t working because:
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• 81% of buyers avoid filling out forms when they encounter gated content • 90% of companies don’t respond to customers in less than 5 minutes • 58% of companies don’t follow up with leads
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This is why conversational marketing is changing the sales and marketing world.
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Conversational marketing connects your business with the people ready to buy now through various conversation-based marketing strategies. And the results have blown away traditional marketing and sales.
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• 12,000 conversations closed $10 million in sales • 7,000 conversations closed $16 million in sales • 13,000 conversations closed $31 million in sales You’ll notice that all of these funnels are built around 1 thing: conversations. These funnels are a marketing superpower because bots can run the funnels 24/7. Here are 15 conversational marketing examples: The Second Net Your form is the first net and your chat bot is the second net. Place this 177
https://training.com.ve/ “Second Net” on top of your form. The Tour Guide No one wants to be sold to; they want help. Have your chatbot walk users through each page of the website, helping them find what they need. Pricing Page Concierge
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The Demo Bot
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The Email List Supercharger
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Have your chatbot ask users why they came to your website, what they want a demo of, and then schedule the demo with your sales team. If they don’t want a demo, then offer them other content.
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Be helpful and contextual, offering an opt-in based off the content the user is viewing. Let the user know you’ll be respectful of their inbox and they can unsubscribe whenever they want.
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The Event Registration Bot
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The 1 page that gets more questions than a pricing page is an event page. This is the best time to use conversational marketing by giving users links to the content that will answer their questions and push them toward conversion. Think of your bot as an FAQ bot. The Paid Traffic Converter Take the context from your ads and use it as a hook in the conversation. If your ad was on Google, your conversation could look like, “Hey, thank you for checking us out from Google, what brought you here?”
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https://training.com.ve/ The Lead Magnet Have the conversation pop-up and ask if the user wants an ungated opt-in. For example, this could be an ebook that you offer as a PDF for free. You can also upsell during this conversation. The Swag Bot
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The conversation offers free swag, captures the user’s information, and puts them on your list. Another option is to send a coffee to the Starbucks closest to the prospect.
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The Competitive Concierge
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If you’re using alternative landing pages for your competition, have the bot act as a tour guide asking the user why they want to switch from the competition to another service or product. You’re not trying to capture their email for later, you’re trying to get them to switch now.
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The “You Come Here Often?” Bot
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The Fast Lane Bot
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Personalize a conversation based off how many times a user has visited the website. If they come back, acknowledge that. You can also use this bot on content, telling users that you notice them coming back to read more of your blog.
Target your demographic audience and have them skip all of the information landing page that users have to input. Essentially, you’re asking them if they want to come through the VIP entrance of your business. Personalize as much of this conversation as possible based off their company name, industry, size, etc. The Dream Client Finder If you have a target list of specific companies you want to work with, have a personalized message for them each time they check out your page.
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https://training.com.ve/ The Conversation Starter Once somebody is on your landing page, you want to start a conversation with them. For example, “Are you interested in a free offer that’s only available for today?” The “What if Your Homepage Was a Conversation?!”
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Do you even need a landing page? Could your landing page just be a conversation...
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Dave Woodward
Director of Content, DigitalMarketer
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Attract and Retain your Best Clients with Challenge Funnels: A Fireside Chat with Dave Woodward Session Description: Join Dave Woodward, Chief Business Development Officer of ClickFunnels, and Garrett Holmes as they explore the concept and effectiveness of Challenge Funnels. Building a beautiful website, and sending traffic to it, are not enough to drive sales. Learn from Dave how to ensure that you’re sending your traffic through an effective pathway to conversions, while molding your traffic into your ideal customers at the same time
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https://training.com.ve/ You recently said that websites are dying, can you break this down for us? One of the biggest problems with a website is that it’s just a big billboard for your product. The attention span of a human is 7 seconds, yet we want website users to find their own answer by searching the pages of our website. This doesn’t play into the Customer Value Journey. Funnels are getting more conversions than websites because they better understand the Customer Value Journey.
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Can a Challenge Funnel work across any industry?
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Yes. Fitness, coaching, physical products, video companies, real estate, dentists, chiropractors, and more are using challenge funnels.
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What additional benefits do you get aside from conversions?
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The most important part of a Challenge Funnel is the engagement. Your goal is to build community and the Challenge Funnel does that, while getting you conversions.
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What is a Challenge Funnel and why is it so successful?
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A Challenge Funnel is a 14–30-day challenge that customers partake in with the promise of results. It’s a micro-commitment from customers that you use to upsell your other products and eventually your high-ticket product.
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Challenge Funnel Secrets: • The best time period is a 14–30-day challenge • Make sure you’re getting the customer results • Lead with your very best offer and best content • Always upsell at the end of the challenge • Add a physical product • Make sure it’s a “Done With You” Challenge—not a “Do It Yourself” Challenge • Show customers how they can get your product or the next Challenge Funnel for free through referrals • Create a special Facebook group for each challenge 182
https://training.com.ve/ • Elevate whoever was super active in the last challenge to a leader so they advocate for you • Give out swag so customers become brand promoters Who is the ideal customer of a Challenge Funnel? Repeat customers. It’s a huge opportunity for cold traffic, but the most conversions come from repeat customers. The first thing we make our coaching clients do is go through the Challenge Funnel. We also encourage Alumni to come back and do the challenge again.
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What happens after the challenge?
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The Challenge Funnel essentially trains customers on how to buy from us. Each challenge ends with an offer.
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What’s the success of funnels right now?
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What questions should marketers who want to create a Challenge Funnel ask themselves?
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• What is the quickest result I can get for my client? • After signing up for my Challenge Funnel, what’s the next product they need? • After that, what other product do they need to buy? • What is my Challenge Funnel for that product? What does 2019 hold for marketers? In 2019, content needs to do 2 things: tell a story, and be published regularly. You have to get good at telling stories and telling them consistently. Get people to connect with you and continue to have that connection with them through regular, quality content. 183
CEO, SunnyLenarduzzi.com
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Sunny Lenarduzzi
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Build an Evergreen Sales System with YouTube Session Description:
Join Sunny Lenarduzzi, Founder of YouTube for Bosses, as she walks you through the YouTube content marketing strategy that has helped her and her clients grow their channels by up to 50k subscribers and 3 million leads within one year. Sunny will teach you the same tactics she’s used to create evergreen YouTube traffic machines - for brands like Hootsuite and Applebee’s - that generates a loyal customer base of brand advocates and promoters. In this session you’ll learn…How she creates “V.I.R.A.L.” content that builds authority and relationships with potential customers, why your competition can earn YOU 2,846x more views per video (and quickly!), and the H. O. T. Script formula that keeps viewers coming back, turning them from strangers to raving fans
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https://training.com.ve/ What’s the key to consistent sales? Awareness. YouTube... • Is a search engine • Owned by the #1 search engine in the world (Google) • Your customers are always searching for you, you just have to show up #1 in your industry
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To be successful on YouTube... • You don’t need to have millions of subscribers to create millions of dollars in revenue • You don’t need a fancy camera or equipment • You don’t need viral videos • You don’t need to post every day
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Sunny Lenarduzzi uses “The Sunny System” to grow her clients’ YouTube subscribers, watch time, and conversions to 7-figures.
Step 1: Create Profitable Content 185
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Answer Your Customer’s Frequently Asked Questions • This is much more important than production quality • Type questions into YouTube and see what videos come up and use those for more content ideas
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Content and Community Hubs • Go to any channel in your niche and click on “Most Popular” to see what is working for that creator, then create your own video with your information on the topic
Trends • By focusing on trends Hootsuite’s increased their YouTube subscribers by 75% Keywords • 2,846x more views on videos with keywords such as “How To Make Videos With Your Phone” over videos with non-specific titles • The formula to find good keywords is: Search Volume vs. Search Pool vs. Views/Velocity Use keywordseverywhere.com to find the search volume (Google or YouTube) 186
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for how many searches are made for that keyword per month.
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You want 100-1,000 searches per month and fewer than 100,000 other videos on the same topic in the search pool.
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Then, see when the top performing video was published. If it was published years ago, this is a golden nugget. YouTube loves new content and the algorithm is likely going to favor you.
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Step 2: Craft Content for Conversions Use the H.O.T Script Formula: • Hook—under 30 seconds, your customers are in pain, they want to solve their problem quickly • Outcome—”by the end of this video you’ll know X” • Testimonial—”I’ve taught over 2,000 people and my clients have grown to by 100,000 subscribers” • Sequential Steps
• Engagement 187
https://training.com.ve/ • Conversion call to action—get customers off of YouTube and on to your conversion website so you can pixel them and retarget them • Engagement call to action—like this video, share this video, subscribe, or leave a comment Metrics that matter: • Watch time • Viewer retention Higher retention = High return
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Using H.O.T. script, Sunny increased her video percentage viewed from 16% to 46%.
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Client Case Study: Neil Patel
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He started using the H.O.T. Script and has a 22% increase in average view duration and 30% increase in traffic to his website through YouTube.
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Step 3: Create an Evergreen Sales System That Works for Your Business Convert your YouTube subscribers to your email list, productize your services, and then sell your product through your email list.
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For example, a mini-course sold at $97 made 40,000 in an hour by only marketing it to an email list and YouTube subscribers.
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CEO, MaxOUT Marketing
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Zenovia Andrews
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How One Checklist Generated 6 Figures in One Day: Utilizing the Power of Micro-Events Session Description: Checklists are your secret weapon if you know how to use them. Join Zenovia as she walks you through the micro-event strategy that she employed to generate six-figure results, all within 24 hours.
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https://training.com.ve/ Why do most entrepreneurs fail?
The 8 Major Reasons Why Businesses Fail
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The Benefits of a Proven Strategy
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1. They don’t have a strategy 2. They don’t have work ethic 3. They don’t have accountability 4. They don’t have money or capital to start 5. They have a lack of focus 6. They try to do it all on their own 7. They don’t have a realistic timeline for the business to succeed 8. They lack education
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1. Provides direction and action plans 2. Outlines measurable goals 3. Focuses energies on what is most important 4. Generates predictable revenue 5. Reduces uncertainty, anxiety, doubt, and fear
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How do you get prospects to figure out their strategy and then pay you to turn their strategy into profits?
At a micro-event, I talked to entrepreneurs about the reasons businesses fail and how strategy is the #1 reason they close their doors. We gave them a 70-point checklist, based off of the DigitalMarketer’s 73-Point Double Your Sales Checklist:
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Then, we introduced the the MoneyDRIP, “the most comprehensive done for you sales funnel system on the market.”
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• 80% of the room closed • We made $120,000 in 7 hours
Not only can you use this idea at a live micro-event, you can use it in: • Webinar • Sales call • Consultation • Meetings
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Dev Basu
Chief Experience Officer, Powered By Search
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The Google Ads Amplification Matrix Session Description:
Want to breathe new life into your Google Ads campaigns? The secret to higher ROI isn’t in what you do in your account. Instead, it lies in what you say to your audience. In this session, you will learn the 9-step process that will make your ads stand out in crowded me-too looking search results. Instead of a to-do list, you’ll leave with a done-with-you prototype of what has been consistently proven to become the highest converting ad in ad accounts with millions of dollars of annual ad spend.
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https://training.com.ve/ If Google Ads was a teenager, it would be celebrating its sweet 16 this year as a multi-billionaire. In 2018, Google Ads investment grew $21 billion. Why are ads getting less clicks than they used to? When you start looking at ads in any competitive vertical, every ad looks the same. How can you make your Google ads stand out?
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The Google Ads Amplification Matrix
An ROI on Google ads requires strategy, scale, and sales. These 3 elements of the matrix then require: Attention: You need the right eyes on your product Connection: You have to win over their hearts Conversion: Now, you can open their wallet When you don’t have attention, you end up without an audience. When you don’t have connection, you end up without authority. 193
https://training.com.ve/ When you don’t have conversion, you don’t have sales.
The 3 Acceleration Points to Get Attention, Connection, and Conversion:
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• Intent: If you can articulate your prospects problems better than they can, they will trust you • Remember: You want traffic and conversion, but they want transformation. Speak to this transformation • Content: If you give them what they want in the content you create, they’ll become attached to you • Present: Make an offer with the above content that opens their wallet
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Intent needs to be identified and then aligned to the message you are putting on the market.
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Present needs to be clear and compelling; a confused mind never buys, nor does one who doesn’t think they are getting a good deal.
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“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin
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When you get this right, you have a bankable strategy that skyrockets ROAS.
The Amplification Matrix: The 9 Keys to Winning the User’s Heart Ask yourself, what is the most important outcome of users clicking this ad? To create an ad like this:
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Use this form:
Avatar: the individual who is responsible for making the buying decision for this product
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https://training.com.ve/ Product: talk about 1 product that solves 1 problem with 1 promise Prospect Intent: the Avatar doesn’t want to buy the software, they want to hit their targets by scoring big deals faster Stat Based Proof: a claim that you can make based off client results or an industry stat you can leverage Top Benefit: show the Avatar how you’ll transform their problem with your product
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Top Objection: answer the questions of why buy anything, why buy it now, and why buy it from my company
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Sense of Entitlement: every customer has a sense of entitlement about what they deserve
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Call To Action: should be placed throughout your entire ad through micro calls to action as well as a primary call to action
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Keyword Congruency: we care more about the intent that a user has to buy than the volume of people searching specific keywords
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Traits of Good Connection Ad • Write an ad to 1 person, for 1 problem, and 1 promise • Increase certainty, trust, and clarity • Decrease fear, uncertainty, and doubt • Tell them what to do next
5 Hot Principles of a Good Google Ad Principle 1: Align the Intent Give customers what they want by knowing their intent and then aligning all of your ads and sales pages with that intent. Principle 2: Focus on the Heart “Divorce attorney Seattle?” has a 4% CTR, and “Is he with her right now?” has an 8% CTR. 196
https://training.com.ve/ Principle 3: Create Clarity and Congruence The promises you make in your ad are the ones you keep on your landing page and all the way through your customer value journey (even in retargeting). Principle 4: Become a Goal Digger Show your Avatar the transformation they want and give them a great deal for it.
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Principle 5: Achieve Total Recall The Boomerang Strategy: with sequential ad marketing, you know people are going to come back.
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The One-Million Dollar 7-Day LIVE Launch Session Description: If you only had seven days to launch a product, what would you do? The 7-Day LIVE Launch strategy is a week long behind the scenes live event that sells low to mid-tier priced products and is responsible for seven-figure product launches.
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https://training.com.ve/ If you only had 7 days to launch a product, what would you do? The 7-Day LIVE Launch strategy is a week-long, behind-the-scenes live event that sells low- to mid-tier-priced products and is responsible for 7-figure product launches.
The 3 Elements of a 7-Day LIVE Launch are: 1. A flagship product.
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A low- to mid-tier price point is between $150–$500. For example, a Productivity Masterclass can sell for $297, and that would be your flagship product. The product can also be physical products like a makeup line.
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2. A demonstration of a related product or a teaching on a related topic to the flagship product.
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The product or topic is going to be of less value than your flagship product. In the example of selling a Productivity Masterclass, you could also sell a Motivation Masterclass. During the LIVE videos, you’ll show a behind the scenes look at you filming the Motivation Masterclass and tell people they can only purchase it through buying the flagship product, the Productivity Masterclass.
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This is the part of the LIVE launch where you’re creating community engagement and getting users to share your LIVEs with their friends. This is what pushes the 7-Day LIVE Launch to 7 figures. 3. Offer your audience the filmed product for free if they buy the main product. This is when you push the value of your offer of the Productivity Masterclass to the next level by offering the Motivation Masterclass for free with the purchase of the Productivity Masterclass (your flagship product). Let’s break down each day of the 7-Day LIVE Launch:
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• Go to your email list and send an email explaining that you are going live for the next 3 days • In the email, give a full agenda of what will be talked about and when • Put a link to the LIVE agenda in the email and make sure the web page for the LIVE agenda only has: • Video explaining what training/LIVE event is about • Agenda button to download the upcoming agenda • Chat for questions • A worksheet to prepare or follow along during the training/live event • Users who fill out worksheets are 28% more likely to purchase the flagship product
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Day 2, 3, and 4: Film the LIVE Broadcast
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• 2 important positions to play during your LIVE: • Front of House: this is when you’re telling your audience who you are, what your credibility is, what you are demonstrating/teaching, and what the agenda for the next few days is • This is for the random people who don’t know you, but discovered the LIVE event through a friend • Behind the Scenes: this is when you film the behind the scenes look at you filming the Motivation Masterclass How long you should go live correlates to the price point of the flagship product. For example, if you are selling a $2,000 product, you should go live for 4–8 hours per day. Here’s how to fill the time: • Interview experts in person or through Skype • Show b-roll and other footage so you can take breaks • Show testimonial reels
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https://training.com.ve/ Less expensive flagship products can be announced faster than expensive flagship products. For example, the Productivity Masterclass can be announced on Day 2, because it is a $297 offer. The $2,000 flagship product is announced on Day 3 or Day 4 because it has a higher price point. Day 5: Start Talking About Your Flagship Product • Keep giving a behind-the-scenes look at your Motivation Masterclass, but start to talk about the flagship product and its value
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Day 6: Start to Push Scarcity
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Day 7: Push Scarcity
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• Talk about all of the details of the flagship product, as well as the offer of getting the Motivation Masterclass for free if they purchase within 48 hours • Mention the flagship product several times during the live • Use a video promoting the flagship product, a webinar, and a long sales letter as part of your funnel and collect data to see which has the highest conversions • Retarget with ads that say “48 hours left!”
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• Talk about the flagship product A LOT • Place a countdown timer in your email and on the buy page of your flagship product • Retarget with ads that say “24 hours left!” • Use the promotion medium (video, webinar, or long sales letter) that worked the best from above
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Victoria Grech
Director, Video Marketer
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How to Produce High-Engagement, High ProductionValue Videos on a Shoestring Budget Session Description: This interactive session is about creating EASY, quick, and professional video content. Victoria will share her 4-part formula that she uses to shoot everything from short films, to commercials, to social media videos. She will cover... • The best tech in the market that will turn your smartphone into a DSLR professional video camera. • The art of visual storytelling to hook and reel people in • Subtle, but highly effective performance tips to learn how to connect—not just communicate—with your audience. 202
https://training.com.ve/ What stops founders and marketers from producing pro videos? • Lighting • Audio • Time • Post-production But we no longer need fancy camera equipment.
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Videos like these were created using iPhones:
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Vision • Defining the goal—each video has 1–2 goals maximum • Define the platform—create videos specifically for platforms • Define the style of video—animation, typewriter, etc.
Filmmaking
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Storytelling • Build rapport • Scripting not copywriting
• Steady, stable video footage • Clean, clean AUDIO!
Performance • The 5-second subconscious rule—viewers are going to choose whether they like you or not in the first 5 seconds of the video • Body language
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https://training.com.ve/ 4 Steps to improving Your Filmmaking (A.L.L.S) Audio • To find the best spot in a room to take a video is to walk around the room and clap and find the spot with the smallest (or no) echo • Use dead cat audio equipment
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Light • Find the brightest part of the room and have it face the subject so the subject is well lit • If the light is behind the subject, the subject won’t be seen
Location • Look around the subject, as if they were at the center of a clock, to make sure there isn’t something off putting in the background • An example of bad location is:
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Subject • Make sure the subject is framed in an aesthetic way • Think of what would make people feel the most comfortable if they were in the same room as the subject • An example of bad subject framing is:
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The Shoestring Smartphone Kit (See Below): • Microphone—don’t use bluetooth microphones because they lag • Dead mouse for microphone • Gimbals • Tripods
Equipment you don’t need: a lens
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Smartphone Apps to Edit Your Videos: • Filmic Pro—good for longer edits • Splice—good for quick social media edits • Vue—good for quick social media edits • Teleprompter—voice activated teleprompter • Adobe Spark Video—start the edit on your phone and upload to desktop to finish • Lumafusion—equivalent of Premiere Pro • Screenflow—screen recording and sharing
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https://training.com.ve/ The Art of Storytelling Visual Storytelling comes from the angle of the camera. The best angle is at the eye line so that you aren’t looking down or up at your audience. Performance
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Bad body language includes: • Touching your face • Shoulders too far forward • Crossed arms
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To build rapport with your viewers: • Smile/lean forward—hold a smile for 3 seconds at the start of your video to get a good freeze frame • Slow down • Eye contact • LISTEN
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Some final tips: • Be resourceful with your resources • Remember: you are the creator—you decide what the vision is and how to tell your story • Always put the story first!
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Garrett Holmes
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Director of Content, DigitalMarketer
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Founder & CEO, Design Pickle
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Overcoming the Hardest Challenges Faced by the Modern Entrepreneur: A Fireside Chat with Russ Perry Session Description: Join Russ Perry, CEO of Design Pickle, and Garrett Holmes as they discuss the journey of an entrepreneur. Learn from Russ the many ways that he has overcome massive obstacles in his entrepreneurial career, and how you can to. From rock bottom to scaling his business to 10mm+ ARR, Russ has faced just about every challenge of the modern entrepreneur is here to help you, as an entrepreneur, find your balance in life.
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https://training.com.ve/ What was your first experience with entrepreneurship? After college, I was teaching people how to use MacBooks to make visuals for their business. That’s when I realized that it was much easier to just do it for customers, instead of teaching them. I gathered some leads and quit my job. I failed miserably. Then, I tried to work at agencies and eventually decided it was best for me to create my own.
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I sold and hustled without a fulfillment system for a while. As long as someone had money, I would agree to work with them—which of course is an impossible business to grow. I was at a point where if things went well, I didn’t know why and if things went badly, I didn’t know why.
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What are some of the biggest lessons from that first business you’re still implementing now?
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I lost over a million dollars in clients in 2014. I was at a crossroads, asking, “What am I doing wrong and how do I create a business that doesn’t do that?” I decided to do the opposite of what I normally do.
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I asked myself, “How can I create a simple, repeatable process?” I niched down and then started to experiment on building the business around that niche. I started consulting and then figured out that a production design system matched really well with a list that I had previously built. It was an “ahha” moment. I read the book The Seven Day Startup, took the concept, and did the same thing with design.
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You’ve grown Design Pickle to 200+ employees and $10 million in ARR. What pain point did you fix that was such a massive hit? I fixed my own problem. I was really bad at Adobe and other graphic design platforms, so for clients, I would hire a contractor to make visuals. Out of all the work that was completed during my consulting, they would come back to me and tell me how much they loved the design of the business card. It was such a small part of what we had done together and it sparked the idea for Design Pickle.
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https://training.com.ve/ I looked at the market and saw that there were a lot of people who could use a design service and I pivoted. What was the growth trajectory of Design Pickle? It was tough. We just celebrated our 4-year birthday and when I bump into old clients I’m like, “Sorry about that, please come back and try us again now.” In the first 8 months, you could just email us and send in whatever request you wanted.
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Our success came with radical honesty with our clients. This built trust with our clients, even the ones who were with us during the rough patches. We didn’t try to hide problems or pretend they weren’t there. This was a huge difference between Design Pickle and my agency days. Now, we’re upfront and transparent when we mess up.
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When you have thousands of clients, there’s an inevitable few that will never be happy. But everyone else gets it and respects the transparency.
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How have you been able to grow as a leader and entrepreneur by managing this many employees?
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Before I started Design Pickle, I listened to Startup School by Y-Combinator. I learned that I shouldn’t hire a designer first, I should hire a project manager. So, I hired a project manager as the first employee and a designer as the second. This meant that I could keep my focus on running the business.
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For each position, I would do the role, document the role, and then find the right person to fit it. They wouldn’t necessarily need experience because the role was documented and they could learn how to do the job. You said you’re systemizing yourself out of your business, how are you doing that? The engine is built and it’s running. I’m here to help upgrade that. But, if I were to unplug for 2 months, everything would keep running. I’ve always been aware that I’m not the business and the only way to scale was to make sure the business didn’t run around me.
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https://training.com.ve/ Design Pickle runs by itself but it doesn’t grow by itself. It’s still my role to help us grow. How do you maintain a work and life balance? When I put my business first, I was in a really bad place in my life and I talk about that in The Solo Entrepreneur. I put too much focus on my business and there was nothing left for me to give to my family, friends, or myself. After bottoming out, I realized that great businesses are built on strong foundations.
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I made a clear effort to outline a business that would allow me to spend weekends away, to travel with my family, and not to check my email on the weekends.
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It was a conscious choice to make sure that the core values of balance were there and I’ve been extremely diligent about protecting that as I’ve grown. That goes for myself and my employees. We make sure that our Filipino freelancers get to work during normal working hours instead of graveyard shifts that correlate with U.S. working hours.
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What do you do to manage stress?
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I meditate and spend time on personal coaching. For example, how do I be a good Dad? How do I balance entrepreneurship and family? The stronger that foundation became the more balanced and healthy lifestyle I started to live. When the stresses of Design Pickle start stacking up, the foundation is stable and I don’t fall off. Really successful entrepreneurs are successful in other parts of their life and they’re not chasing the dollar first, they’re chasing a work-life balance. Why do you value transparency so much? People generally suck at confrontation. For example, a few years ago, if I went to a restaurant and got the wrong meal I would just say, “Whatever, I’ll eat it.” Through thousands of dollars of personal development training, I’ve realized the solution is to just ask for the right meal. If you’re not willing to conflict, there’s no gap created for change to occur. 211
https://training.com.ve/ Inside of that gap is where your desired outcome is seen. This open conflict allows Design Pickle to launch and pivot without emotional connections. That culture of collision is what has allowed us to have rapid growth. How much of an impact does good design have on a business? Design is the fastest way we judge digital companies. You have to have a brand and visual design that looks good and matters. Obviously, I’m biased but we all know how important your visuals are for a good first impression.
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What’s your biggest win from the past year?
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Does your design make you look legit or shady?
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Our biggest win was investing in technology that helps our business, like Zapier. We also rebranded. We really got back to our roots this year.
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What’s your biggest loss from the past year and how is it shaping how you’re moving forward in 2019?
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Our affiliate program was our biggest failure. It costs us about $100,000 in affiliate payouts to scammer websites. And, it was totally my fault. I didn’t dive deeply into that side of the business and that showed. At the end of 2018, we put one person in charge of affiliates and we were transparent with everyone in our affiliate program.
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What’s the biggest lesson you’ve learned from your entrepreneurial journey? I’ve learned that if you have trouble getting into tough conversations with people, you lack the introspective to stand for what you believe in. Getting firm on this was a big change and I created systems that kept this in place. It’s not about being a jerk or ruffling feathers, it’s about being authentic and transparent.
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Ryan Levesque
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CEO, The ASK Method® Company | Bucket.io®
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Quiz Funnels! 3 Quizzes You Can Use to Explode the Growth of Your Email List This Year Session Description: In this session, Ryan Levesque, founder of the ASK Method, will give you a crash course on quiz funnels. Then he’ll get down to the nitty-gritty of how you can use them to dramatically grow your email list.
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https://training.com.ve/ What is the single most important asset in your business? Your email list. The problem is that building a list online today is more difficult than ever before because we are in the greatest consolidation of traffic in history (thanks to Facebook and Google).
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These 2 websites represent… • 77% of referral traffic • 83% of ad spend So how can you stand out?
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5 Biggest Viral Quiz Mistakes
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By using quizzes to capture information, grow your email list, and segment your audience.
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Mistake #1: Following the Wrong Process
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There’s a framework to follow to make a quiz go viral:
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Always start with your offer, then create the hook, and finally write the bridge.
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Mistake #2: Using the Wrong Hook
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Your hook needs to promise self-discovery through the quiz topic.
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The Quiz Topic is based on data. Buzzfeed found the 3-word phrases with the most Facebook shares had these words: • “Character Are You” • “X Things Only” • “Before You Die” Now, your quiz needs to have the right framework. There are 3 Quiz Frameworks: Quiz Framework #1: The “Type” Quiz For example, Proactiv Skincare created a quiz called, “What’s My Skin Type?”
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Quiz Framework #2: The “Killer” Quiz
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For example, Guitar Progress created the quiz, “What’s Your #1 Guitar Progress Killer?”
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For example, PLR Content created the quiz, “Do You Know Your Authority Score?”
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By testing.
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Mistake #3: Asking the Wrong Questions
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You must create demand for the product you want to sell. This is the “Diagnose” part of your quiz.
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Map your questions to your outcomes like this:
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Here are some tips to help you come up with your questions:
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• Use the power of micro-commitments (one question per screen) • Always start with a “Grease the Wheels” question—a binary yes or no question • Always end with a “Lead Capture” question • The sweet spot is usually between 7-12 questions Mistake #4: Making the Wrong Offer You want to sell something immediately after people take your quiz. To do that effectively, your offer needs 2 parts: 1. A Band-Aid 2. The cure
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The Band-Aid gives people the answer or the solution they think they need right now.
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The cure pivots to offer them the thing they really need.
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Your quiz result should deliver the Band-Aid for free. Your cure is the paid offer.
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Mistake #5: Using the Wrong Tool
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There are a lot of options for making quizzes, capturing leads, and selling products. For example: • Survey software • Funnel builders • Form creators • Quiz tools The best tools have one thing in common: they use bucket.io, which allows you to take advantage of…
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Branching Logic:
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Customized Outcome Pages:
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Scored Quizzes:
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Quiz Funnel Analytics:
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Growth Tracking:
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https://training.com.ve/ Getting Started Building Your Quiz
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Here are the 5 steps to getting started with your quiz: • Step 1: Go to ChooseTheQuiz.com to study a winning quiz • Step 2: Brainstorm 5 ideas for each framework: Type, Killer, and Score quizzes • Step 3: Test different hooks with Facebooks ads and email subject lines • Step 4: Drive traffic to “deep dive survey” (#1 mistake) • Step 5: Build your quiz
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Michelle Smith
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Owner & Chief Bot Queen, Your Marketing Therapy
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The Rank And Review System for Amazon Sellers: How to Use Messenger to Take Control of Your Amazon Business Session Description: Discover the best practices for using Messenger for Amazon sellers. Learn how to use Messenger to build a powerful launch list so you can rank, review, and drive REVENUE for your listings!
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https://training.com.ve/ Amazon sellers are hyper-aware that the giant only cares about 2 things: 1. Their customers 2. Themselves Does any of this sound familiar? Reviews vanishing overnight Negative reviews from scammers Lost rankings to competitors who aren’t playing by “the rules” Listings that suddenly lose their buy boxes PPC campaigns becoming more expensive and not working as well as they used to • Products slipping in the rankings for seemingly no reason
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• • • • •
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Amazon is constantly moving the goal, which means you have to build your own traffic source.
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How do you take back control? By using Facebook Messenger.
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Unlike email (where a 20% open rate is considered good), Facebook Messenger has an average open rate of 90%. And 90% of messages are read within 3 seconds of receipt.
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Step #1: Build a powerful Messenger launch list you can use to rank your products over and over again Your ideal customers are already using Messenger as a platform for communication, so it’s an ideal platform to build your launch list. • A target launch list is 2,000+ subscribers • Facebook ads are the most efficient and scalable way to grow this list • Attract subscribers with 2 core campaigns: • Contests • Coupons 226
https://training.com.ve/ Campaign #1: Contest Subscriber Campaigns
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• Run a contest where people enter to win your product (or a combination of products) • The benefits of this campaign: • You know the subscriber is interested in your products because if they’re interested in winning them, they’ll be interested in buying them • You can layer offers immediately afterward and quickly recoup your costs on the campaign • Low cost per subscriber
Pro Tip: Build your email list and Messenger list at the same time. Sample Contest Subscriber Campaign ROI: • Case #1: 6,000 subscribers (in December) at $0.07/subscriber • Case #2: 1,692 subscribers at $0.52/subscriber Campaign #2: Coupon/Ranking Campaigns • Run Facebooks ads featuring discounted offers of your product(s)
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• The benefits of this campaign: • You know the subscriber is interested in your products • Low cost per subscriber • Can help improve your products’ ranking (when you run the campaign long enough) • Best practices: • The offer needs to be 75% off the original price to attract subscribers and use the coupon • This works best when giving away 300-500 coupons
Sample Coupon Subscriber Campaigns ROI: • Case #1: 965 subscribers at $0.45/subscriber with an 82% CTR • Case #2: 172 subscribers at $0.50/subscriber with a 65% CTR
Step #2: Use your list to launch new products on Amazon Once your list is built, use it to launch your new products successfully. Here are some tips for success: • Start with research: do your keyword research prior to launch, and make sure you’re going after the right keywords 228
https://training.com.ve/ • Use this ranking/product launch formula: • (Average # of sales for your keyword) / 4 over 7-10 days • Split-test keyword URLs and tactics: 2-step, search, find, buy, add to cart, etc. Messenger allows you to be flexible with where you send people. 5-Step Product Launch Protocol
Step 1: 4-8 Hour Flash Sale
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But first, segment your subscribers into 4 groups: • Group 1: 500 subscribers • Group 2: 1,000+ subscribers • Group 3: 1,000 subscribers • Group 4: <100 subscribers
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Step 2: 10-Day Drip
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Broadcast a deep discount via a single-use coupon offer over 10 days.
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This is a ranking tactic only—these purchases won’t count as “verified.”
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https://training.com.ve/ Step Three: General Offer <30% Off Now promote an offer that is less than 30% off. This offer can and should be promoted through all your marketing channels including email, Facebook page, Instagram, etc.
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This is a ranking & review tactic. Purchases under 30% off count as “verified purchases.”
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Step 4: Product Testing
Broadcast a product tester/rebate to generate for reviews. Use group 4 (only if needed). Bury this to avoid an abnormal review velocity.
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Step 5: Cold Traffic
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Step #3: Increase your verified reviews (without getting your AISN blocked)
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Here’s my strategy for generating more reviews: Review Harvesting Overview • Keep in mind new products need 21 reviews to positively affect the algorithm (at time of writing this) • Do not drive traffic to ASIN review links, because it flags abnormal review behavior—instead, use an RYP link • Keep in mind reviews are expected after 10-15 days—if you’re getting an immediate review the ASIN will be blocked for abnormal review velocity Top 2 Strategies for Harvesting Reviews 232
https://training.com.ve/ 1. Primarily drive campaigns with follow-up review flows 2. Leverage product inserts to capture customers and request reviews Strategy #1: Campaign Follow-Up Flows This strategy helps turn subscribers into customers and follow up with them.
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• The benefits of this strategy are: • You can find out who purchased the product • You can find out how customers liked the product • You can provide customer service to those who didn’t like the product—thus avoiding negative reviews • You can request reviews from happy customers
Sample Campaign Follow-Up ROI: • 48 people bought the product • 43 loved the product • Over 50% of customers left a review
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https://training.com.ve/ Strategy #2: Product Inserts Try including product insets to turn your Amazon customers into subscribers.
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• The benefits of this strategy: • 100% of your Amazon customers will receive your insert • You can provide a compelling offer specific to your type of product • You can follow up with customer service and embed review requests and/or review incentives
Sample Product Insert Campaign ROI: • Sent to 3,296 people • 1,678 loved the product • 316 left a review Some final tips: • Be careful with review bots • Don’t be a “bad boyfriend” and ghost your list • Treat this as a long-term asset, not just a short-term fix
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Marcus Murphy
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Director of Monetization, DigitalMarketer
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What The Top 1% of Agencies Are Doing To Outpace Their Competition Session Description: The top 1% of agencies are implementing eight strategies to stay ahead of the competition. From strategic onboarding to checklists to vision, these agencies have figured out how to climb their way to the top of 100,000+ agencies in the US. In this session Marcus Murphy, Head of Partnerships at DigitalMarketer, explains how to become the 1% and scale your agency today.
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https://training.com.ve/ The top 1% of agencies are doing 8 things to outpace their competition. Strategy #1: Top Agencies Are Niching Down First, find your passion: what are you willing to get excited about? The answer to this question can help you to identify who you should be working with (and who you shouldn’t).
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Once you do that, the next step is to identify the problems you can solve within this niche. Then figure out the profitability of that solution in that niche.
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Strategy #2: Top Agencies Are Doing Cross-Channel Marketing
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Don’t rely on just one platform to increase brand awareness, drive traffic to your website, and create conversions. Instead, leverage a variety of channels and platforms.
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The country’s top agencies are hyper-aware that in 10 years, Facebook may not be the mogul that it is now.
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Strategy #3: Top Agencies Are Strategically On-Boarding
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Your clients are human beings and they stay with a business because they enjoy working with them. This is why it pays to nurture a positive relationship with your clients.
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What’s the best way to create this relationship between your company and your clients? Email. Email is the workforce of your business—it’s the primary communication method in most agencies. So create an email series that takes your clients through a sophisticated set of “Ah-ha!” moments to show them why you are different. Strategy #4: Top Agencies Train Their Teams AND Their Customers The best agencies train both their teams and their customers. It sounds weird to train your customers. As an agency owner you may wonder, 236
https://training.com.ve/ “Doesn’t this mean that I’m giving them all of the knowledge they need to NOT need my services?” It’s actually the opposite. When you train your customers you help them to become more successful while you become the linchpin, the secret sauce of their success.
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Strategy #5: Top Agencies Are Using Conversational Marketing
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Be aware that there is a 68% average churn rate for agencies—which means you have to keep restarting the conversation with your clients. Strategy #6: Top Agencies Are Using Their Community
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There are 100,000+ agencies in the U.S. alone and 500,000+ in the world. This may seem like a lot of competition, but keep in mind there are 22 million small businesses in the U.S. and 125 million small businesses worldwide. This isn’t your competition, it’s your community. The best agencies understand this. They realize that agencies can help each other by becoming partners and referring business to one another. Small businesses are the backbone of the world and agencies are the backbone of the backbone. When agencies work together, they inflate the community, they help each other, and they help their customers.
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https://training.com.ve/ Strategy #7: Top Agencies Use Tools to Learn More About their Customers The Customer Value Journey outlines our customers’ pain points and how we solve them. For every pain point that we have a service for, we create a “Checklist of Pain” that shows our customer how to resolve that pain point on their own and with our service.
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Here’s how to build your own checklist: 1. List all of your products/services and revenue streams 2. List the pain that each product resolves 3. Create a “Checklist of Pain” 4. Come up with a name for your Checklist of Pain that speaks to the overarching benefit of your products/services (i.e. Rapid Growth Checklist, Business Doubling Checklist, etc.)
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Strategy #8: Top Agencies Have a Vision
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A (S+K -> PBC = V)
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Where: • V = Vision • PBC = Positive Behavioral Change • K = Knowledge • S = Skills • A = Attitude The top 1% of agencies have these 8 plays in their playbook and are using them to outpace their competition.
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Richard Branson
CEO, WarRoom Mastermind
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Founder, Virgin Group
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Closing Keynote: Interview With Entrepreneur-Billionaire Richard Branson Session Description: Richard Branson has founded and currently owns 12 different companies that each generate over $1 billion per year in revenue. Roland Frasier, host of the Business Lunch Podcast, interviews Sir Richard to deconstruct and extract for your use some of the magic from Sir Richard’s unprecedented success.
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https://training.com.ve/ What drives you to set records and take on wild endeavors? Originally it was for marketing reasons. For example, we had 1 secondhand 747 against 400 British Airways planes and somebody said to me, “Let’s build a boat and take the record for the fastest boat ride across the Atlantic Ocean.” Unfortunately, we didn’t make it, and as the boat sank, the words, “Fly Virgin” were sticking out of the ocean. The next year we tried again and succeeded. I’ve been pulled out of the sea by helicopter 5 times in my life. It gives Virgin a sexy image, something that people can identify with in comparison to British Airways.
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You’ve cheated death 76 different times and recently you decided to ride out Hurricane Irma. What have you learned from these near-death experiences?
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Every time you have a near-death experience, you swear you’ll never do this again. Within a week you think, “I could do it slightly differently this time…” I just have fun with life. For example, the Super Bowl asked us to use our airships to film but said they wouldn’t show them on camera because we hadn’t paid for marketing. So on the airships we put out a banner that said, “NBC Cameramen Are The Sexiest Guys and Girls in America” and the cameras stayed on our airship for the entire Super Bowl. 50 years ago when I started, I had to come up with fun ideas to get my company on the map.
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Could you tell the story of launching Virgin Mobile in Australia?
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When we launched in Australia, I expected us to go to the famous Sydney Harbor Bridge. Unknown to me, I ended up bungee corded to the bottom of a helicopter and flying over the Sydney Harbor Bridge. It was fun and we got the front-page story. Over the years, you’ve built Virgin into one of the most recognizable brands. How did you decide on the name virgin? I was 15 turning 16, and we were trying to come up with the name of the record company we wanted to start. My name was “Slip Disk Records,” which, luckily, we didn’t choose because Slip Disk Airlines doesn’t sound so good. One of the girls said, “Why don’t we call it virgin? We’re all virgins! And you’re a virgin in business.” After 3–4 years I was finally able to convince 240
https://training.com.ve/ the Registry Office to let us register the name. You have spaceships, cruise ships, airlines, phone companies, trains, and more. From time to time, people must have told you that you were pushing the brand too thin. What is the secret to being so diverse and keeping your brand integrity?
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You’re absolutely right. When we had the record store and decided to go into the airline business, people thought we were mad. If we had just stuck with music stores, we wouldn’t be here today because music stores have disappeared. The reason we go into new industries is from personal frustration. Virgin Atlantic came from a bad experience on an airline. I ended up calling Boeing and asking if they had a plane that I could buy.
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What would you say the people in this audience should be thinking about as they build their own brands?
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You’re only as good as your personal reputation. You have to protect your reputation and not get tempted to do anything that could be read about the next morning and make you feel uncomfortable.
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You’ve intentionally reached outside of the industry to find good people to work for you. Can you comment on that?
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When we started the airline, we didn’t want to hire a bunch of airline people. Of course in the cockpit we wanted pilots, but we wanted fresh faces for everything else. For each new company, we get a blank piece of paper and say, “How can we make this company different and far more appealing than those that have come before us?” Your daughter asked you to implement something new in your business, can you talk about it? My daughter rang me and said, “I think you should be brave and treat people like adults. If they want to work at home, let them. If they want to work part time, let them. If they want to take a sabbatical, let them. If they want to take 2 months off, let them.” And it turned out that if you treat them that way, it works out really well.
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https://training.com.ve/ We also give people a second chance, hiring people who have recently come from prison. We’ve hired dozens of people in this situation and not a single one has reoffended. They are so grateful for the opportunity and they are some of our best employees. In 2020 you’re launching 3 cruise ships. Can you tell us about it?
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I wouldn’t dream of going on a cruise ship, and that’s why we decided to make our own cruise line. Again, we got a blank piece of paper and she sets sail in 12 months and is going to Havana and the Bahamas—no kids allowed. It’s going to be a lot of fun.
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What do you see as the next industry that needs to be disrupted?
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When are you launching?
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Space is becoming rather exciting for Virgin and… it’s virgin territory. Fourteen or fifteen years ago I gave up waiting to be taken to space by NASA, the Russians, or the Chinese. I realized they weren’t interested in taking us to space so I traveled the world looking for a genius engineer and started Virgin Galactic. Two days ago, our second flight into space launched with one of our engineers. Who else wants to go to space?
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I’m hoping to go up in July of 2019. Everything seems to be going well toward that, and this is the anniversary of the moon landing. We have 700 people signed up and ready to go to space, we’re building 3–4 space ships, and we just moved to New Mexico, which is where we’ll be operating. And you have a small satellite company? Virgin Orbit is a sister company to Virgin Galactic. We converted the wings of a second hand 747 so it could take a giant rocket up to space. We’ve spent 8 years building the giant rocket and now we can take an array of satellites up to connect some of the billions of people who aren’t connected. We can launch satellites within 24 hours. I love the story of the logo too—can you share that with us? Stephen Hawkings and myself made a logo of our eyes and every astronaut 242
https://training.com.ve/ that goes into space will have a small version of their eye put on the spaceship. How has your personal brand helped Virgin, and how have you kept your personal brand and Virgin from overshadowing each other? I started the personal brand when I was really young. I think the Virgin brand is well established around the world. If I were to get run over, I think the Virgin brand can outlive me into the future.
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What is your process for designing the customer experience, how the customer experiences your products, and the customer journey?
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When we started Virgin America, airlines weren’t a pleasant experience. We wanted to bring an airline into the States that people were happy to fly with. We wanted the type of airline that children would get really upset if they weren’t flying Virgin. We also wanted everybody working there to love everything about it. Virgin America won best airline 10 years in a row, and it was much better than the other airlines. Maybe one day we’ll come back.
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What industries could most benefit from your customer mindset?
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Virgin Hyperloop is really exciting. It’s a tube with pods that allow you to travel extremely quickly from one location to another. We’re testing one in Las Vegas right now. The idea is that if you land in Dubai and need to get to their other airport 60 miles away, you can do so quickly. We also want the pods to bring you from airplane gate to airplane gate to catch connecting flights. And we’d also like them to be able to bring people across long, dangerous roads such as the road from Mumbai to Pimpri in India. What makes a good business partnership? Partnerships are so important in life. If you’re lucky enough to find a spouse and stay together throughout your life, it’s an absolute joy. Partnerships in business can be equally magical. You’ve got to find the give-and-take and sometimes be overly generous to your partner to make sure that it works. We’ve been really lucky and had some great partnerships and we’ll continue 243
https://training.com.ve/ to have partnerships in our new ventures. Is there a way that you approach media? The more media you can get that you don’t have to pay for the better. For example, I had friends ring me up and ask me if I wanted to appear on Friends. It’s just about making the most about fun offers. The only problem was when I was walking in America and someone came up to me and said, “You’re the guy from Friends!” instead of “the guy from Virgin.”
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I think creating an image that people identify with is much easier through your personal charisma than ordinary advertising. Once you’ve created that image, you can start using more traditional advertising.
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What final thoughts would you like to leave the Traffic & Conversion Summit with?
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Most of my time these days is spent trying to solve intractable problems of the world. I think when you are a small business, you have to look after yourself, then your employees and the people around you, then your local village, your local city, your country, and when you become a global brand— you’ve got to look at the global issues to see how you can help.
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I think if we could get every company to do that, most of the problems in the world would be solved. I’m meeting tomorrow with a group of engineers to extract carbon out of the atmosphere. We’re working on drug policy reform and moving toward treating drugs as a health problem. Thank you so much for all of the good that you do in the world.
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Ryan Deiss
Co-Founder & CEO, DigitalMarketer
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Instant Authority - 5 Steps To Crafting a “Micro-Brand” That Captures the Heart, Mind, and Wallet of Your Audience Session Description: The world is a noisy place, and it’s getting noisier by the day, and that’s why it’s critical that your brand truly MATTER in the marketplace. In this session, Ryan will show you the secrets to reverse-engineering authority, and the 5 steps to building a “mini-brand” in virtually any market…almost overnight!
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https://training.com.ve/ Marketers need to create movements. They need to stop selling products and start changing the stories customers tell about themselves. If you alter the story somebody tells about themselves, you’ll capture their heart, then change their lives. That’s what a movement does. Movements create demand for the supply (aka product) and in a time of absolute content saturation having only supply isn’t good enough anymore.
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In a noisy world, the brands that market a movement, instead of a product, bypass the algorithms and yell the loudest.
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Too many of us shy away from stepping into an authoritative role. This is called Tall Poppy Syndrome and it’s this strange phenomena where poppy’s don’t want to grow too tall because the tallest poppy’s have the highest chance of being damaged.
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Business owners and entrepreneurs do this too. We think, “If I rise above the crowd and get noticed, then I could catch some heat and attract some haters.” We are afraid to market ourselves, we are afraid to rise above, we are afraid of not being liked. But, if you truly believe in something, why wouldn’t you market the heck out of it? You can’t create a movement until you have authority. The 5-Step Instant Authority Framework establishes authority around a person or brand and creates a movement.
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https://training.com.ve/ Step #1: You Need A Plan Do you have a plan that people can tell others about? People don’t want to follow a leader who doesn’t have a map. It’s impossible to have a movement without a plan. You sell a product but do you have a plan for success? At DigitalMarketer, this plan is the Customer Value Journey.
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Step #2: Answers FAQs Consistently
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Why is Dave Ramsey so popular?
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• Everyday he gets on the radio and answers the same questions—again and again
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As a business owner or entrepreneur, answering questions on Quora can build your authority and establish your brand. Quora has the audience, 300 million monthly users, and you can choose to answer whatever questions you would like, link to any content that you would like, and essentially promote any product that you want—just make sure not to sound too sales-y. Another useful platform for finding commonly asked questions about your product/niche is Answerthepublic.com What are 10–20 ultra specific questions your customers are asking that you can answer?
Step #3: Maintain Absolutes This is going to sound strange and you may need to reread it to understand 247
https://training.com.ve/ what point I’m making: Accuracy does not equal authority. You don’t have to be totally accurate to establish authority; in fact, you can be extremely vague and create more authority than when you were trying to be direct. For example, Dave Ramsey says, “If you can’t pay cash, then you can’t afford it.” Can’t afford what? A house? A car? A twix bar? This is an absolute because it isn’t necessarily accurate but it maintains the authority of Dave’s core beliefs about debt.
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Words to Use in Absolute Statements:
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Gary Vaynerchuk uses the same authority building strategy. When he says, “There has never been a better time in the history of time than right now to start your business,” he isn’t specific to what time he is talking about. Is 2019 the best time to start a business? Did he say this in 2016 and that was the best time to start a business? This statement is an absolute that supports Gary’s brand of promoting entrepreneurship.
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All. None. Always. Now. Never. Period. Guaranteed. I Promise. Going to happen. Fact. Evil. Dumb. Stupid. Genius. Best. Greatest. Worst. One thing. Everything. Nothing. Everyone. No one.
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Speak in absolutes and be willing to be wrong—when you start getting haters, you know it’s working.
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You’ll really know this is working when people start to make quote pictures.
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What absolutes are you willing to maintain even in the face of haters?
Step #4: Establish a Core Belief A core belief is the reason your business exists. Simon Sinek calls this your “why.” For example, DigitalMarketer’s core belief is the best product or service should win. Consumers don’t even need to know what the product is if they believe what you believe. They’ll just want to go with you because they agree with you. 248
https://training.com.ve/ Examples of core beliefs that have amassed legions of consumers: “We don’t just make boxes that help people get their work done faster (although we do that very well). What we do, our core belief is that passionate people can change the world.” –Steve Jobs “We’re going to exit the fossil fuel era. It is inevitable” –Elon Musk Let’s do a case study. The team at DigitalMarketer just launched a new company called Praxio.
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We believe that our economy has shifted from a credentials-based system to a skills-based system and employers and educators haven’t kept up. Things are moving too fast.
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• Sixty-five percent of children entering primary school today will ultimately end up working in completely new jobs that don’t exist • How can the education system prepare kids for jobs that don’t exist? It’s not possible. What’s happening in the US is not an employment problem, it’s a skills gap problem
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We also believe the student loan debts are in crisis proportions and it’s only getting worse.
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We believe the apprenticeship economy is happening now and the companies who win in this new economy will be the companies who bear the burden of educating, training, and empowering their workforce. This is our why at Praxio. How does it make you feel? As a marketer, you know you have nailed your “why” when people say, “I could either watch this happen or be a part of it, and I want to be a part of it.” What do you fundamentally believe to be true about the universe and your place in it?
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https://training.com.ve/ Step #5: Change People’s Rites and Rituals There are 3 ways to get somebody to change a habit: Option 1: Get people to do something they wouldn’t ordinarily do • What are they already doing that is a little bit weird? Institutionalize it • Tony Robbins gets people to walk on fire • Dave Ramsey gets people to scream, “I’m debt free” on the radio
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Option 2: Get them to alter an existing routine
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Option 3: Get them to lick your brand
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• Bulletproof Coffee: Add butter to your existing coffee routine
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• Beach Body: If you send them a testimonial, you’ll get a free t-shirt • Stickers work as a great “lickable” What customs and rituals should you promote and institutionalize?
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Out of the 5 Steps of the Instant Authority Framework, you only need 3 to create your movement. Do 3 extremely well and you’ll become an authority and establish your micro-brand.
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Now, go start a movement.
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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How To Build A Modern Marketing Team Session Description: There’s no room for a one-size-fits-all marketing team in your business. In this session, DigitalMarketer Co-Founder & President Richard Lindner will walk you through how to build and train the perfect marketing team for YOUR company.
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https://training.com.ve/ The new marketing team is built with full-stack marketers who are knowledgeable on the 8 core disciplines of digital marketing:
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1. Conversion funnels 2. Content marketing 3. Paid traffic 4. Email marketing 5. Social media 6. Search marketing 7. Data and analytics 8. Testing and optimization
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DigitalMarketer has mastery courses and certifications on each of these core disciplines.
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What’s a Full-Stack Marketer?
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Somebody who is a generalist-specialist. They know a little about a lot and a lot about a little.
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Generally, marketing teams seem to fall under 2 categories: The Vertical Team
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• A team of specialists who are all an expert on the same core discipline or varied core disciplines • Con: This team can’t communicate or collaborate with each other because they don’t have the knowledge about the other core disciplines of digital marketing The Horizontal Team • A team of generalists who know a little bit about all of the 8 core disciplines • Con: They don’t know enough about any of the disciplines to reach the company’s goals
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https://training.com.ve/ The modern marketing team takes these generalist specialists and assigns 1 team member to be responsible for: Acquisition • This person is focused on the first 4 stages of the Customer Value Journey • Aware, Engage, Subscribe, Convert Monetization
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• This person focuses on turning leads into customers, the last 4 stages of the Customer Value Journey • Excite, Ascend, Advocate, Promote
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There Are 3 Options for Building a Marketing Team
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Option #1: The In-House Marketing Team
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• Pros: Team members have 100% focus on your brand, your mission, your customers, and your journey, and they have direct access to you • Cons: Young team members have to be taught and experienced team members have to be paid well, most team members will be filling multiple roles and will have a high workload, and everybody has to keep learning as the digital marketing landscape changes • This is how the DigitalMarketer team started
Option #2: The Outsourced Marketing Team
• Pros: Freelancers have vast experience in similar projects, their job is more targeted to specific KPIs, there’s a quick turnaround time, and they generally cost less than a full-time employee • Cons: There’s a risk of choosing an incompetent agency or freelancer, you have limited control over their schedule, and they will have their focus on several clients 253
https://training.com.ve/ Option #3 (The Winner!): The Hybrid Marketing Team • Pros: Team members are experts in specific channels and/or niches, there is flexibility with time and cost, and in-house team members hold down the foundation while outsourced team members focus on their specific expertise • Cons: Cooperation between the in-house team and outsourced freelancers can have friction and juggling both types of employees can be expensive • This is the model that DigitalMarketer is currently using
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The Hybrid Marketing Team takes in-house employees and outsourced freelancers and fills these roles and responsibilities accordingly.
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Head of Marketing*
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• This is the ultimate generalist • Responsibilities: Customer Value Journey design, avatars/personas, budget allocation, team management
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Acquisition Team*
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• In charge of acquiring new leads • Responsibilities: content creation, SEO, social presence, creative marketing strategies, acquisition strategies, channel management, analytics, optimization Monetization Team*
• In charge of turning leads into customers • Responsibilities: promotion creation, copywriting, email marketing, optimization, automation Retention Team* • In charge of increasing the customer lifetime value (CLV) • Responsibilities: campaign creation, copywriting, analytics, user research, product marketing 254
https://training.com.ve/ Marketing Ops Team* • In charge of making the Customer Value Journey frictionless and seamless • Responsibilities: development, system integration, analytics, optimization *NOTE: These are not job positions and this is not an org chart! These are responsibilities fulfilled by team members. Now Ask Yourself 4 Questions:
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Question 1: Who is assigned which responsibility at my company? Question 2: Do they know they’re supposed to be doing it? Question 3: Do they know how to do it? Question 4: How many times is my name on that list?
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Full-stack marketers aren’t born… they’re made.
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Brendon Burchard
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Host of HPX Podcast, The Burchard Group
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How in The World Are Influencers Crossing $10M/Year Sharing Their Advice and Content!? Session Description: The top influencers aren’t using views to make money. They aren’t running sponsored ads. They’re using recurring revenue models, evergreen product funnels, high-end services, and events to make seven-figures a year. Learn the seven-figure influencer business model and what hyper successful entrepreneur and influencer Brendon Burchard would do to make another $10 million if he had to start all over again today.
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https://training.com.ve/ The top influencers aren’t using views to make money. They aren’t running sponsored ads. They have: • • • •
Recurring revenue models Evergreen product funnels High-end services Events
The Business Model of 7-Figure Influencers Looks Like This:
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Low-End Product (Ex. Book) › Slightly Higher Low-End Product (Ex. Seminar) › Low-End High-End Product (Ex. Mastermind) › Highest-End Product (Ex. $100,000 Keynote Speeches)
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It all starts with a low-end purchase that drives people in your higher end work.
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How to Get Your Start as an Influencer and Thought Leader
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Create and Sell Information that Fascinates You
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• Create products that involve topics you are passionate about and then use these products as evergreen content for the upcoming years
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Don’t Create Niche Products • Create products that most people can use and then market them to different niches • For example, I sell a 4-day seminar for personal development. I market that seminar to dentists, yoga instructors, women, etc. by changing the language on the ads Create and Sell 3 Products Per Brand Topic • Don’t create 50 things, instead create 1 and market it 50 ways • For example, Steve Jobs cleaned house and brought Apple down to 6 products 257
https://training.com.ve/ • Real niche marketing means you’re talking to different avatars about the same product Create and Sell in the Modality You Love First • Sell seminars, coaching, whatever you geek out with the most Claim and Master a Topic
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• You’re going to be paid on your competency in a matter • Always be in learning mode
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Know Your Audience’s Problems and Ambitions
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• We are taught to have a headline that hits a customer’s pain point • This works great for conversions but not for brand building and scale • Learn more about your audiences ambitions to scale • Solving a problem is a commodity
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Find Your Story
• Have your story match every product or sale that you make • Teach through real-world metaphors and storyboards
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Create a Solution Product
• You can make $1 million off of 1 product—I’ve done it :) Put Up a Website and Weekly Blog or Vlog • To scale a big audience, you have to be putting out weekly content Post and Promote Free Content • 4 posts per day on social media
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https://training.com.ve/ Create Evergreen Campaigns for Your Products and Programs • Email, follow up, follow up, follow up • Always have a built-in deadline • Always have built-in targeting Run Ads All The Time • All the time
• Share for share on content and products
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Get Promotional Partners
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Focus on the 4 Pillars of Influencer Content/Products
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1. Value 2. Distinction 3. Excellence 4. Service
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If I Had to Make $1 Million Again, this is What I Would Do:
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1. Create a monthly subscription product • Get 1,000 customers to pay me $29 a month 2. Start a 3-part webinar series teaching something • Charge $97 for access and get 200 customers to buy it each month 3. Create online courses • Have 100 people a month buy the course for $365 4. Offer one-on-one coaching • Get 15 clients at $1,000 a month How Would I Get to $10 Million? Option #1: Use the same formula as above and add more customers Option #2: Take the formula from above and use it on various topics 259
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Katie Vogel
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Chief Marketing Officer, Agora Financial
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Monetization Magic: 21 Proven Money-Making Strategies from a $300 Million Business Session Description: There are five building blocks of a $300 million company and each of these blocks has money-making strategies. Here is Agora Financial’s secret sauce to growing and maintaining massive long term success.
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https://training.com.ve/ Building Block #1: Product Money Making Strategy #1: We’re in the newsletter business The concept of our newsletter is that we don’t have to create a new product when we have a new idea. Instead, we create a new promotion.
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$49 annual subscription Recurring payments Spin up a new offer, not a new product Easier to pivot
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Money Making Strategy #2: Monthly Physical Fulfillment
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Printed newsletter every month Brand loyalty and trust Increase monetization opportunities Insert early renewals Cross-sell and upsells Opportunities for swaps and partnerships
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• • • • • •
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We have a monthly physical fulfillment. This fits our demographic perfectly, but this money making strategy may not make sense for every business.
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Money Making Strategy #3: High-Priced Backend Products This is where we make 90% of our revenue. We are the best producers of high-end backend products. • $2,500 annual subscription • Continuity! Not one-off product • Recurring payments • Deeper access to guru • Higher risk, higher reward • More complicated strategy • Special opportunities 261
https://training.com.ve/ • A product only you can provide your customers with Money Making Strategy #4: Product Bundles
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• Bundle all products under one guru together • $10,000-$20,000 lifetime subscription • Best sold over the phone • But we do have some online promotions
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We bring in customers through our newsletter, sell them a lower priced frontend offer, then $2,000 backend product, and this is the bottom of the funnel.
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Money Making Strategy #5: More lists, more real estate
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Newsletter Free e-letter “Paid file” (newsletter of paid customers only) SMS Push notifications Chatbot/Messenger Facebook Groups
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• • • • • • •
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The more lists we can put customers on, the more real estate we have to monetize them.
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Money Making Strategy #6: Multi-Touch Funnel Where does the customer want to communicate with us, where do they want to buy, and how do we move them into that space as quickly as possible? This is Agora Financial’s Multi-Touch funnel:
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Money Making Strategy #7: “The Real Deal” Gurus
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Existing credibility Clear and sellable idea or opinion Is accepting of converting copy Accessible for marketing requirements Money motivated
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• • • • •
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These gurus must have:
Building Block #2: Funnel We acquire all of our customers at a 20% loss because we know we can make that money back. The real way to scale your business is to try to move in this direction. Try not to make a profit off of that first sale. Instead, acquire them and have a monetization strategy behind that (and ensure you can track this data).
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https://training.com.ve/ Money Making Strategy #8: Tiered Pricing • Best deal - $299 $79 for digital download plus print copies PLUS bonus reports/premium • Premium subscription - $129 for digital download and print copies • Basic subscription - $49 for digital downloads only Money Making Strategy #9: Order Form Exit Pop Pricing
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When people go near our navigation bar after 10-20 seconds, a pop up offers them a monthly or quarterly subscription which isn’t normally shown on our website.
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• Offer quarterly or monthly pricing on the exit pop • Program your exit pop not when they actually click but when they hover near navigation bar • Set timer parameters
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Money Making Strategy #10: Bump Offers
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Special report premium Upgrade to 2nd year Cross-sell another product Use as a co-registration opportunity with partners
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• • • •
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Bump offers are an opportunity to cross-sell another product and upsell each purchase.
Money Making Strategy #11: Lifetime Subscription Upgrades This was huge for us. We charge an extra fee on top of our annual subscription fee. • Additional $250 for lifetime of our $49 annual subscription • Roughly 5 years upfront • Upsell in funnel, autoresponder (Email and SMS), monetization campaigns 264
https://training.com.ve/ • 10-15% take rate in our funnel • Additional benefits: • Special report • Premium level subscription with additional access to guru • Customer concierge line for lifetime subscribers only • Early access to any new products Money Making Strategy #12: 2-Year Downsell If “No” On Lifetime
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If someone says no to our lifetime subscription, we offer them a discount to add 1 more year. This has bumped up our average cart values.
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• Additional $39 for second year • “Let me save you 60% off your second year”
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Money Making Strategy #13: High-Priced Product Cross-Sell In Funnel
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• $2,000 cross-sell • Offer full price and then downsell quarterly • Watch refunds! • If you have high refunds on this offer, you’ll scale an offer incorrectly and spend too much to acquire those customers Money Making Strategy #14: High-Priced Product Evergreen Webinars Not all of our funnels have this, but the ones that do work really well. • • • •
Add to autoresponder series on day 4-5 Low conversion rate, but high price helps campaign break even Great for lead generation campaigns Again, watch refunds!
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Building Block #3: Monetize
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Money Making Strategy #15: Send The Offer That Makes The Most $$$
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And then send it again, and again, and again!
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• Even if it’s not your own • If somebody has a product that converts better than yours, use theirs to try to get more leads, etc. • Let customers vote with their wallets Money Making Strategy #16: Battle Offer Fatigue With Deadlines Use deadlines to push leads to purchase and be serious with the deadline. Once the deadline passes, don’t show the offer again. • • • •
ONLY use when conversion rates start to dip Organic urgency vs. crafted urgency Offers or products with built-in recurring deadlines are GOLD! Watch overusing!
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https://training.com.ve/ Money Making Strategy #17: “Live” Events and Webinar Launches “Live” events and webinar launches need to be looked at differently than we currently are because we’ve conditioned consumers away from wanting to watch.
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• Warning: We’ve reached peak “live event” • Live events don’t work as well as they used to, we’ve conditioned consumers to know they are going to get pitched something on the event day and don’t show up • This changes if you can get a big name or celebrity/influencer involved
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Money Making Strategy #18: Self-Liquidating Offer
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• After customer opts into event or webinar offer them something • For example, a $20 one-time-offer on event confirmation page • As high as an 18% conversion rate
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Money Making Strategy #19: Don’t Forget The Phones
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Telesales are making a comeback.
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• Telesales only pushes • Especially for bundled products • SMS click-to-call • Over $20 million in 2018
Building Block #4: Data Money Making Strategy #20: Reliable Customer Data Data doesn’t need to be big, it just needs to be right. At the heart of Agora’s success is really, really, really good data. • Lifetime value or “Value to Date” • How many “new” customers have you acquired • New = anyone who hasn’t purchased in 18 months 267
https://training.com.ve/ • Ability to model best customers • Pull segments of best customers and create lookalike audiences • Tools to Use: Lytics • Segments customers based off of data Money Making Strategy #21: Transparent Sales Comparisons with Competitors This is Agora’s secret sauce.
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Building Block #5: Copy
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• Create coopetition….or straight up competition • Every morning at 6:45am, an email is sent to everyone in Agora that ranks everyone against each other (divisionally) by transactions yesterday and revenue yesterday on both low-price and backend products • If possible, do this within your business to fuel growth and innovation • Agora Greaters Zambezi Email
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Don’t forget copy basics… in everything you do. Using “You” messaging Use “Great Leads” 4 U’s Make it entertaining Pattern Interrupt!!!
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Money Making Strategy Bonus: Copy Is King
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Jennifer Hudye
Entrepreneur & Marketer, Conscious Copy & Co.
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The Client Conversion Campaign: How To Write CashGenerating Copy That Eliminates Unqualified Leads From Clogging Up Your Calendar and Gets Ideal Prospects To Show Up To The Sales Call Ready To Buy. Session Description: Learn how to use the Client Conversion Campaign that will help you move on from clients who are kicking tires and shopping around toward working with clients who actually want your help. Jennifer will teach you how reverse-engineer the topics and copy you create in order to guide your ideal client to show up to a sales call pre-motivated, pre-qualified, and pre-positioned to do business with you.
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https://training.com.ve/ What is The Client Conversion Campaign? A simple and automated email campaign that warms up prospects before the sales call so you are only on the phone with quality leads who are ready to buy. • Increase show-up rate for sales calls by 50% • Get ideal prospects to show up pre-motivated, pre-qualified, and prepositioned to do business with you • Don’t waste your time on people who aren’t a good fit
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The Client Conversion Campaign goes in between the convert and close phases of your funnel.
Step 1: The Foundation 1. Who is your ideal client? 2. What are you offering them? 3. What do they need to believe in to feel ready to buy?
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https://training.com.ve/ Step 2: The Structure
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The typical funnel for business owners selling over the phone looks like this:
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The Client Conversion Campaign looks like this:
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https://training.com.ve/ The key is to send emails between the time they book and the call to nurture the relationship and answer their objections in advance. If they miss the call, then they get placed on an email campaign to schedule another call. 1. The Application Page • Where you sift/sort through quality leads • How you understand where prospects are • Frames the sales call
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2. The Schedule Call Link
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3. The Scheduled Call Campaign
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This is where most business owners stop. But for the best results, you need to continue on to…
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• Prime them through 3 emails so they can show up to the call pre-qualified and pre-motivated
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Email #1 looks like this and is sent right after they book the call:
Then Email #2 follows the day after they book:
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4. Sales Call
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And follow with Email #3:
• Deliver value and enroll 5. Missed Call Sequence • If they missed the call, motivate them to rebook ASAP with these 2 emails Missed Call Email #1:
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Missed Call Email #2:
Step 3: The Copy
Copy Tip #1: Focus on the benefits. How to write a Benefits Statement: Step 1: Features • List out all of the features of your product Step 2: Advantage • What does each one of these features do? 274
https://training.com.ve/ Step 3: Benefit • Why does it matter to the client? For example, “On call we’ll see if it’s a good idea to work together” can be upgraded to, “Walk away from this strategy session knowing exactly where you’re leaving money on the table throughout your sales process.” Copy Tip #2: 5 Words to Get Them to “YES!” What are the most common objections and questions you get on sales calls?
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• For example, “You’re probably thinking X, right?” • “You’re probably thinking this is going to take like a bazillion hours, right?” • “You’re probably thinking this is just for advanced people, right?”
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• What does NOT work: “If you have any questions, let me know!!” • What works: “Hit ‘Reply!’ to this email and send me your #1 question when it comes down to ______”
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• What does NOT work: “Reach out to chat.” • What works: “Click here to sign up for [Name of Call]”
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Tucker Max
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Founder & Best-Selling Author, Scribe Media
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The New Content Machine Session Description: Content is key to any sound marketing strategy. Learn from Tucker Max how to optimize the content you’re creating to how to maximize the impact that it has on your business.
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https://training.com.ve/ The problem isn’t that books are old. They still work really well, and authors are making 6 to 7 figures off of them regularly. The problem is they are written wrong.
There are 5 Phases of Book Creation: Phase 1: Positioning and Outlining
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• When you’re testing your book title, it’s a great time to experiment with content • For example, posting on social media about the different titles • You have to frame the pain of your ideal reader • A person that does this extremely well is Dean Graziosi • Surveys • Listen to your audience and create the book around what they’re saying
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Phase 2: Writing
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• Going into a writing cave is a terrible idea • INSTEAD release chapters or sections of chapters every week • Nassim Taleb published chapters of his book on Medium over the course of 2 years • He used the reaction to revise his book (and promote it!) • Use any content you remove from your book to help promote it • You can use this to edit your book as well • Nassim asks people to look for typos • Post articles, emails, social media posts, and have trainings with the content of the book • Scribe has a specific outlining process that we use with our authors • Outline the book, then create content around each of the chapter points
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https://training.com.ve/ Phase 3: Publishing
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• Pre-Orders with giveaways • Tools they can use (if it makes sense with your book) • Discussing the process of writing your book • Everybody wants to write a book, there’s a huge audience interested in this • Think about what your audience cares about and then use it as content to promote the book • Discuss the strategy • “Here’s the backend template I used, the emails going back and forth, etc.” • You can give away your entire backend—and even have people pay to have access to it • LinkedIn is a good platform for this • Business-focused audience who is interested in the backend of the book writing process
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Phase 4: Marketing
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Phase 5: Evergreen
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• Show the behind the scenes of what’s happening while you’re writing your book through social media content
• This is where a lot of authors mess up • If you write a good book that is positioned well, it should help you for at least 5 years (if not 10) • We repurpose chapters, cut them down to blog post size, and then repost them as content • You can reuse research to create content • Promotions through guest post columns and speeches Authors are always worried about giving their content away. This is what we say:
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https://training.com.ve/ “You don’t need to worry about people stealing your content or ideas. You need to worry about people paying attention. The currency you need to worry about is attention.” The only way people are going to listen to your message is by putting it in a lot of places, often.
Questions and Answers: Can you write blog posts and then turn them into a book later?
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Yes, but only if you have the book already outlined and positioned. Then, you can write chapters and use them as blog posts. BUT, if you don’t have it outlined and you’re just hoping to create a book out of it, it’s not going to work.
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What strategy can I use to differentiate myself from top dogs in my industry?
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Differentiating from top dogs is easy because you’re the opposite of them. For example, “I’m not famous, I’m not one of them. What I do know is how to run a good mastermind. You’re going to pay $250,000 a year to be in that mastermind because of the top dogs in it, but you’ll only have to pay half of that for mine.” Now you’re going after another audience. Second, put your outline out there and show your process. What the top dogs can’t do is put their system out there, but you can.
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How do you pivot from a writer to a CEO? I screwed up early on with my brand. I didn’t have a brand, I was just me. But even if you’re building a personal brand, you have to find some way to emotionally separate from that character. And, you have to make a clear decision to go another way. The problem is that you can’t have both. I can’t write funny, comedy books and then serious books. Scaling content comes down to repositioning to target hyperniche audiences. Can you talk about that? We recommend being as niche as possible with your book. It’s hard to talk to 279
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a broad audience, but easy to talk to a niche audience. For example, if you’re an SEO guy—good luck. But, if you’re an SEO guy for dentists, you have customers. Once you own a niche, then you can move outward.
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Vince Reed
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President, Internet Traffic Factory
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The Social Search Traffic Method - A 2019 Pay-Per-Click Ads Game Plan Session Description: Join Vince Reed as he breaks down how to approach your PPC strategy in 2019. Learn the nuances behind the Social Search Traffic Method, and how Vince is utilizing this strategy to drive high quality traffic at low cost and at a predictable rate.
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https://training.com.ve/ How the Social Media Algorithm Works and How You Can Use Its Power for Your Benefit #1 Rule of Advertising is: A Bad Offer = 0 Sales The larger the problem you solve, the more irresistible the offer needs to be. Ask yourself, “How can I make my offer more irresistible?” Instead of lowering your prices, add more value to your offer.
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Facebook is an algorithm that is one million times smarter than us. All we can see is trends and use those to create ads and as a strategy for our campaigns.
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How would we use the power of the algorithm against it? The key is to give the algorithm what it wants.
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1. The happiness of their users 2. Their own revenue 3. The success of their advertisers
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Social Media Websites Only Care About 3 Things:
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The Most Important Bylaws of Facebook Are:
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• Don’t touch your ad for 4-7 days once you set up your campaigns (no matter what happens) • Don’t adjust the ad budget once you set it • I’ll break down how to scale ads later • Delete ads that do not hit your key performance indicators (KPIs) • Do not pause bad ads—delete them Know Your KPIs • • • •
Click Through Rate (CTR): 0.75% or greater Cost Per Click (CPC): $3 per click or lower Cost Per Lead (CPL): $10 or less (can be higher based on the industry) Focus on ROI (return on investment) 282
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My ad campaigns look like this:
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This is how 99% of advertisers run their ads:
I use multiple ad sets and multiple ads. It feeds the starving algorithm.
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Successful Advertisers Master “The Ad Profit Grid”
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Most marketers live in the cold zone. They consistently run cold traffic ads, but there isn’t a large profit from this. In the warm zone, you can make 6 figures. To get there you need to transition your prospects from cold leads to warm leads. The hot zone is the high 6-figure, 7-figure, 8-figure businesses. Imagine if all of your traffic was targeting people who were leads and buyers?
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The zone allows you to see how much you should be spending: Cold Traffic = 50% of the Ad Budget Warm Traffic = 30% of the Ad Budget Hot Traffic = 20% of the Ad Budget I recommend a $1,500 per month starting point and a 12-month commitment. Here’s an example of a cold market campaign with a $1,500 budget. We spend $10 per ad set and $25 per day:
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This is the Simple Ads Set-up Plan:
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• Campaign Level: Conversion or lead ads only • ROI Focused—not likes, engagement or shares • Ad Set Level: Up to 30 ad sets in 1 campaign based on budget • 1 interest per ad set • Ads Level: Minimum of 4 ads total • 2 Image Ads • 2 Video Ads
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A Systemic Approach to Setting Up Ads at Scale That Convert The true power of social media is its ability to retarget on such a specific level. Take the exact same ads that you run for cold traffic and show them to the users in the warm zone. Your cost per lead will be about 4x less than it is for cold traffic. To Scale Facebook Ads: • Build a list of 50 potential interest groups • Go to Facebook Insights and start placing your interest groups 285
https://training.com.ve/ There are 3 ways to scale Facebook ads:
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1) Horizontal Scaling: Add new ad sets with 1 interest group targeting:
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2) Vertical Scaling: Duplicate ad set and change the budget:
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3) Bulk Scaling: Add all interest that hit KPIs to 1 ad set (spend $10 for every 100,000 people):
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• Understand the CPM Facebook Pricing Model • $1 to $3 per 1,000 impressions • Build a dream 50 list of potential interest • Don’t dilute your advertising campaigns
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How to Combine Social and Search to Be Where Your Customers Are 100% of the Time The central hub of your advertising strategy is Facebook. When you bring Facebook users to your website and pixel them, then you can retarget them on YouTube, Instagram, and Google. Instagram Ads: • Retarget your main offer to all website pages
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https://training.com.ve/ YouTube Ads Steps: 1. Use the videos from your social media ads 2. Upload your video to YouTube 3. Set up a website visitor custom audience 4. Run both in-display and in-stream ads to your page visitor warm audience Google Ads:
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Use Bannersnack.com to create display banner ads Direct your image ads to your offer Optimize these ads for leads
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In Summary:
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• The website click pixel is king • Cross platform retargeting using Facebook as a central hub • Remarket page visitors on Instagram, YouTube, and Google display network
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Ryan Deiss, Roland Frasier, Perry Belcher, Richard Lindner, Ezra Firestone, Robyn Crane, Cole Humphus, Amanda Dobson, Wesley Rocha, Rachel Miller, & Syed Balkhi
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“Wicked Smart” Marketing Tactics, Strategies & Tweaks You Should Be Leveraging (But Probably Aren’t) Session Description: Throughout the year, we meet in 5 star locations with 165 of the smartest marketers on the planet to share what’s working, brainstorm new strategies and plus each other’s marketing. At each meeting, we have a “Wicked Smaht” contest where everyone shares their best proven strategies, tools and tactics, with results, and then we vote on which one was best. In this session, several War Room members share their winning Wicked Smaht strategies for you to copy and use in your business to see immediate results.
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https://training.com.ve/ Ezra Firestone: Get More From Your Website & Store Strategy 1: Add “sticky headers” to your desktop websites. The header “sticks” to the top of the website and as the user scrolls down the page, the header can always be seen. The results: • ARPU up from $1.47 to $1.67 at 93% confidence • Boom Club Opt-ins up by 22.35% at 90% confidence
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“Check out our new products” and “Join the BOOM club” are the call to actions in the sticky header below:
The sticky header can also be used with navigation menus that stay at the top of the screen as the user scrolls. The sticky header is the menu that says “video,” “our story,” “ingredients,” “reviews,” “FAQ,” and “shop scrub” below:
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Strategy 2: Improve mobile headers by changing your top navigation.
And as you scroll down, we placed a button that allows you to scroll to the top of the page:
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And if you start to scroll down on mobile but then start to scroll back up, the top menu reappears.
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• 25% increase in revenue from new customers • 20% increase in ecommerce conversion rate
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Bonus Strategy 1: Modify the header of the website to be more userfriendly.
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Bonus Strategy 2: Send back in stock emails to your entire list.
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Tool to Use: Zipify.com
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Robyn Crane: Create a Sales Funnel for Small, High-Ticket Events
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I created a small, exclusive event for my target audience. This is what the funnel looked like:
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• Step 1: Email campaign and LinkedIn connects campaign promoting an upcoming webinar • Step 2: 1.5-hour webinar with a call to action for a $1 application fee to be considered to come to the exclusive event and receive a “scholarship” • Up to 70% off of the high-ticket price • Step 3: Have a call to see if they are a fit for the event and if they receive the scholarship • Step 4: Buy a ticket to the event • Step 5: Become a client
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https://training.com.ve/ Results: Live webinar: • 147 registered • 35% attended • 25% purchased $1 application fee Then, I had another webinar.
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Results of the event:
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• 12 attendees • 11 potential buyers • 10 bought a high ticket product • Gave them the option of a non-refundable $1,000 deposit and 10 days to pay the full $5,000 • 91% closing ratio • Event ticket revenue $6,064 • Gross revenue: $154,700 + ticket sales = $163,764 Bonus Tip: If clients can’t come to the event, set up Zoom video calls throughout the event to use as social proof of your services.
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Cole Humphus: Upgrade Members to Higher Priced Membership Using Your Existing Facebook Group Step 1: Raise Awareness for Higher-Priced Membership Create a post inside of your Facebook group that talks about upgrading the membership:
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Step 2: Promotion
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The only way to get the deal is to message a mentor.
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Step 3: Follow Up with Promotion Details
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Use Facebook Messenger to tell your members about the promotion:
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Step 4: Close them inside of Messenger
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https://training.com.ve/ Bonus Tip: Add a viral component within your own membership Facebook group by telling the members who upgraded to make a post explain the reason they upgraded their membership. Results: • I made $60,000 in membership upgrades while on vacation with my family.
Amanda Dobson: Use SMS to Improve Conversions
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The Problem: We had a launch email campaign that had low engagement.
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The Solution: Talk to prospects where they are (in this case, it wasn’t email)
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Results:
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• We spent $1,000 on testing this campaign • We made $17,662 • It cost $9.73 to get someone to opt-in • Same as email opt-in to convert Lesson: The customers were interested in the message and the offer, but email wasn’t the best communication method to reach them.
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https://training.com.ve/ Wesley Rocha: Use Text Messages to Remind People About a Webinar Use Everwebinar.com to: • Enable text message notifications • Plug in your API key to access your audience
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Tools to use: Crisp.chat or Frontapp.com
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A lot of people respond to these text messages which leads to a new problem, how do you capture all of the replies?
Results: • Generated more leads for our sales team • Helped us fix/optimize the webinar experience
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Bonus Tip: Send a follow-up text to attendees who leave the webinar early.
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https://training.com.ve/ Rachel Miller: How to Get 20+ Interactions Per Person in Your Group in 10 Days or Less Create a 3-Part Welcome Sequence:
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Part 1: Get Your Audience to Talk About Themselves:
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Part 2: Get Your Audience to Upload a Picture or GIF
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Part 3: Get Your Audience to Interact with Other Members
The results: • You just trained your Facebook group members to interact with you 301
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• This interaction made me $60,000 in a 4-day product launch • And these engagement metrics...
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Syed Balkhi: 3 True Needle Mover Tips that You Can Implement to Grow Your Business
See your competitors key lead sources Find their best conversion tactics Unlock sales funnel metrics See exactly what’s working and what’s not Then focus on what is and beat them at their game
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1: Market Research Like a Super Spy:
Use Nacho Analytics: • Pulls data from browser extensions • You can see funnel visualization of your competitors and potential partners
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Use SEMrush:
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Create content based on aggregate ranking data See exactly how long your content needs to be Which keywords it must include A real-time score that you can follow It’s an SEO bot that helps you write better content
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• SEO content template • Enter the keyword
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• See who’s linking to your competitors or partners but not you • Then, use TaskDrive • Export CSV and get links
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Founder & CEO, NextLevelBusiness.com
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Big Money From Small Events: How I Made $1 Million+ In New Revenue From Running Live Events On A Shoestring Budget Session Description: Don’t underestimate the power of live events. Join Oli Billson as he breaks down how he generated seven figures through live events, with little to no budget, and learn how you too can employ this strategy to grow your business.
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https://training.com.ve/ Can you convert an already existing product into a live event and make the product the deliverable of the event? That’s how we created $1 million in revenue off of a $3,000 event budget. Our first event was a 2-day event called The Automation Playbook Live. The existing product was The Automation Playbook Library.
The 7 Steps to Making Big Money from Small Events
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Step 1: Create an Attractive Offer
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• The offer of our event was every attendee would take home 10 of the most profitable campaigns from The Automation Playbook Library
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Step 2: Set the Date in Stone
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• The best thing to do to make an event happen is to book the venue • This creates positive pressure :) • Our venue was $3,000 and had coffee and snacks included (not lunch) • Remember everything is negotiable Step 3: Outsource Logistics
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• We used getmagic.com • Hire a VA for $0.69/minute • They negotiated the venue and hired the videographer Step 4: Get People to Register • Multimedia follow-up wins every single time • Send campaigns to your email list • Purchase a cold list from Infousa.com • For example, we purchased a list of local San Diego business owners • Send direct mail 307
https://training.com.ve/ • Cold call prospects • Leave a voicemail and tell people to text you back if they are interested in the event • Put these people on their list for new campaigns Step 5: Have Conversations, Not Autonomous Purchases • Use Fixyourfunnel.com to send texts from prospects to your team • Developed those conversations into selling tickets
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Step 6: Make It Exclusive
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• In order to buy a ticket, you have to become a member • For example, we sold a $97 ticket but in order to purchase they had to become members of our Player’s Club • We gave a 30-day free trial
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Step 7: Give an Opportunity to Apply For Another Product
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• Offer a high-end product • For example, Mastermind Group for $15,000 • For this event 10 people applied and 6 people signed up
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Results of the First Event
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https://training.com.ve/ • 9 applied to Mastermind and 5 became a member • $90,000 Again, I was speaking at the ManyChat event in Austin so I held a small event in Austin: This was a 1-day event Sold 17 tickets (only had 2 weeks to promote) Each attendee enrolled in Player’s Club 12 continued membership after events • $5,000 MRR • 6 applied to Mastermind and 5 became members • $90,000
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This time, we wanted to create a 1-time product and a higher level Mastermind Group ($36,000). The event was called the Next Level Live Event and it sold the Next Level Growth Program and the Next Level Scale Mastermind:
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We had a Mastermind Panel where Mastermind members talked about their experience as a member. This created massive social proof: • Sold 8 Next Level Growth Programs • $46,000 • 4 applied to Next Level Scale Mastermind and were accepted • $146,400
The 3 Key Takeaways Takeaway #1: Get Attendees Excited to attend the event • Implement a Wow! Campaign 309
https://training.com.ve/ • Bonjoro.com • Make a custom video for each person that is attending the event • Syncs with Slack so you can record the video ASAP • Dynamic Personalization • Insert their contact information on to media of the campaign • For example, tickets, text messages, etc. • Shock and Awe Box • Each box had a branded t-shirt, agenda, brochure of testimonials, and a note congratulating them on their decision to buy a ticket
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Takeaway #2: Establish a Big Promise
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• Get clear on your customer’s pain point and tell them how you’re going to help resolve it • For example, The Automation Playbook Live’s big promise: “You’ll come away with a personalized playbook of campaigns to run anytime in your business” • For example, The Next Level Growth Program big promise: “4-step system for achieving double digit growth without working more” • Promise is prevalent in all marketing material Takeaway #3: Sell Something at the Event
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• Ask attendees questions after they have bought a ticket • For example, how many employees do you have? How much money does your business make? • Use these answers to figure out what your curriculum will be and what 1-time product to sell at the event Remember: • You don’t need a lot of attendees • You don’t need to spend a lot of money • It’s not hard to make these events profitable
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Sherry Bonelli
Garrett Holmes
Director of Content, DigitalMarketer
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Owner & Digital Marketer, Early Bird Digital Marketing
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Building Organic Traffic & Boosting Authority With Guest Podcasting and Blogging: A Fireside Chat with Sherry Bonelli Session Description: Join Sherry Bonelli, owner of Early Bird Digital Marketing, and Garrett Holmes as they discuss the effects of guest blogging and podcasting on your organic traffic. With over 20 years experience in Digital Marketing, with major focus on SEO, Sherry has been around the block and discovered some incredibly effective strategies for boosting your authority and increasing the flow of free traffic to your brand.
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https://training.com.ve/ Let’s get right into the nitty-gritty. How does Google rank websites and what factors should businesses consider when it comes to ranking? There are so many different factors that Google takes into consideration. Obviously none of us know what they are because Google keeps it a secret from us. We’re left to speculate on what they are. SEO is dependent on if you’re trying to rank locally, nationally, or globally.
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For example, if you’re trying to rank locally, you want your business listed on Google Business, you want to write content for your local area (Chamber of Commerce), add locally related content, getting online reviews, making sure your website speed is really fast for mobile.
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If you’re trying to rank nationally, it’s really important to get backlinks and create authority. Google is really looking for content they can trust and that’s so important.
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Your SEO strategy depends on these factors. Google changes their algorithm 600+ times a year, some small and some huge. It’s a totally unpredictable area.
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What are your go-to places to stay up-to-date with these changes? Yes! Searchengineland.com and Moz.com are the two best resources for finding information on what’s going on.
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You mentioned expertise, authority, and trust as some of the best ways to positively influence your rankings. What are the best ways to increase these? Google looks at your business from a holistic standpoint. They want reputable sources to mention your business and for online reviews. You’ll hear Google talk about an acronym, EAT. E stands for expertise, how much knowledge do you have about your industry and what kind of contributions are you making? A stands for authority, how established is your brand in the industry? T stands for trust, can consumers trust you? The best ways that I’ve found to build this trust is through guest blogging and being a guest on podcasts. 312
https://training.com.ve/ What are ways to figure out your topic? If you’ve ever tried to come up with a topic to write about, you get a brain freeze. One of the best ways is to look at the website you will write for or the podcast you want to be a guest on and pitch topics that aren’t what was just talked about. You also want to think about their audience. Who is listening to the podcast or reading articles on the website and what can you pitch that appeals to that audience and solves their problems?
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When you’re thinking about this, you want to figure out keywords. You want to find topics and keywords that Google knows you are searching for. You want to find frequent keywords that aren’t overly competitive that you can rank for.
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What tools do you use for keyword research?
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Google has a Keyword Planner tool that is free to use. I also like LSIgraph. com. SEMrush.com is another good one and Moz.com.
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Two tools that I love for getting blog posts and topic ideas are Buzzsumo. com, they just launched a topic generator, and Answerthepublic.com, which shows you what other people are asking online. How do you find blogs that are a good publication to write for?
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If you think you’re going to get started writing for the Huffington Post, you’re probably going to get shut down. Start local and small, write for the Chamber of Commerce or for your local newsletter. Start building your portfolio and get experience. That’s how I got started. What benefits do you get from writing for big blogs? Huge ones! You get name recognition and you position yourself as an expert. They give you a biography, which you want to make sure that your name is always spelled the exact same way. For example, my legal name is Sharon but my name is consistently Sherry online.
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https://training.com.ve/ You’ll also get to place your website URL in the biography, Google will see that and the backlink will build your authority. On bigger websites, sometimes they put no-follow tags next to your URL which is a total bummer. This tells Google not to pass on any “SEO juice” to this URL. This happened because of the automation of posting articles from websites that automatically publish them. Don’t write for these. Contact real publications, with editors, that are authentic and mean something to Google.
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I recommend sending people to your homepage through articles. With podcasting, I found that on the show notes page most podcasts place follow tags which is hugely helpful for Google. If you talk about a specific topic on the podcast that you have an article on, have the host link to that website page.
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How do you find podcasts that you want to be a guest on?
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The first thing you should do is find podcasts that are possible on Google and their website is ranked high. Google your industry and podcast. Search iTunes, Google Podcasts, and Stitcher and find out how many downloads they have, if you can.
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When you approach them, first follow the podcast and the host. Tag them, ask them questions, and interact with them for a bit. If you’re writing an article that is about a topic you want to talk about on their podcast, tag them. Mention them on social. The same goes for writing publications. Follow the people writing for them and say, “Hey I just read your article on this topic and I loved it.” Retweet the articles they have written and then ask them, “I’d love to write for this website, is there an editor I can reach out to?” And then, DO NOT send them a generic email. You can also create a one-sheeter with your headshot, biography, and what topics you can talk about. This is a great cheat sheet for the host to see what they can talk with you about.
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https://training.com.ve/ I love the one-sheeter. Are there any other ways to boost your personal authority? One way is to do workshops and put them on your website. Speaking engagements or being guests on webinars are great too. Any type of guest or speaking you can get, do it. These are great ways to build your authority, trust, and reputation.
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If you can’t get this audience, then do webinars on your own and put them on your YouTube channel. The podcast host will see that content, see that it’s good quality, and see that you have high-quality information to share.
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When it comes to podcasting, there is a strategy as to why you want to use keywords when you’re going through the interview. Sometimes, the podcast will transcribe the audio and put it on their website. And sometimes, if they don’t transcribe it you should ask if you can transcribe the episode and put it on your website. This gives you a keyword-rich article either on their website or yours.
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What are strategies to promote the podcast episode?
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You want to promote it just as much as the host. It’s great for the podcast host to see the guest promoting their show. And you want to be sure to tag the podcast and the host. You also want to write about it. So, if you have a blog, talk about the subject you will be discussing and mention that you’ll be on the podcast. Do whatever you can to promote it prior and then after, do the same. Promote it on social media, tag the host (so they can retweet and repost). You’ll then get extra followers from the host’s social media crowd. What results have you seen from guest podcasting and blogging?
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https://training.com.ve/ Thanks to all the guest blogs and guest podcasts, most of my business is incoming from these sources. About 90% of my clients contact me, that’s powerful. With regard to ranking and traffic to my website, the transcription of a podcast about SEO for lawyers ranked #1 for a while. Google pays attention to it and potential customers pay attention to it. Last year you talked about voice search. What is happening in the world of voice search and SEO?
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Things are really changing. The main thing local businesses should do to rank on voice search is to get your Google My Business listing optimized, make sure your hours and address are correct, and get on Yelp. Yelp powers 85%+ of the voice search technology. Also make sure your other online directories are claimed, all information is correct, and you’re getting reviews from clients and customers.
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When you’re trying to rank nationally for voice search results, you want to rank zero. Position zero is above any organic search result. The way to get this is through content with title tags that are in the form of question and answer and you want to write answers in the first paragraph of the article. This makes it easier on Google to find the answer. You can also use Schema Markup on individual pages to mark it up as a question and answer. This is the result voice search chooses.
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Is there a time and a place for trying to get position zero and ranking #1? It depends. DigitalMarketer’s website has the authority already. It’s harder for a small website to rank in position zero, and that’s when guest blogging comes into play. There have been instances that I have guest blogged for other websites and it made me get that ranking. Once you start writing for those big websites, you have a much higher chance of ranking in that position zero, and even though it’s on their website, your name is associated with it and it ties back to you. On your LinkedIn page, put the links to articles you have written and the podcasts you have been a guest on. LinkedIn is all about authority and this is your chance to showcase it. 316
https://training.com.ve/ What are the biggest factor we need to bring into our SEO strategy in 2019? Everybody at T&C is an expert at something. You can become an authority, you just have to figure out what it is. If you’re a digital marketer, you can write for a realtor’s website and talk about how realtors can use video marketing to increase their business. Don’t think you have to stay in your particular niche— expand out.
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Pick the area you’re really confident in, leverage it, and start now.
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Trent Shelton
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Influencer, Former NFL Player, RehabTime Founder, & Life Coach
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How to Create Incredible Fans and Viral Videos that Get a Million Views Session Description: Trent Shelton has over 1 million social media followers and he knows exactly why. He’s spent the last ten years mastering the craft of influence and is now going to share his secrets to growing your social media platforms and increasing your personal brand’s exposure.
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https://training.com.ve/ How to Grow Your Social Media Following Create Community • Turns numbers into a name • Give your community a name that you call them by • This makes them feel like they are a part of something • Human psychology motivates us to be a part of a community
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Turn It into a Family
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Make Them Feel Involved
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• Pour into your supporters and making them a family • For example, when I’m in a city I tell my fans where I am and tell them to meet up with me for a run • This build a real connection between them, myself and my brand
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• Ask your community about titles, images, products, etc. • What do they want you to create? • For example, if they help you choose your video title they’ll feel involved in the process and have a higher chance of sharing it
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Talk To Them
• Spend 30 minutes a day interacting with your followers in DM’s and comments • Instead of writing back to them in the DMs, send an audio and tell them thank you for the support and that you appreciate them • Their loyalty massively increases Create Connection • Many people communicate, few people connect • Connecting means you’re coming from the heart, and somebody feels you—not just hears you 319
https://training.com.ve/ Understand You’re A Magnet • What is the thing about you that pulls people in? • What separates you from everybody else? • Ask family members or the followers you already have and then brand yourself around that answer Share Your Struggles
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• Too many people are smiling in front of the camera but struggling behind the scenes • Share your fears and struggles, it makes you human • Your transparency will lead to your transformation and other people’s transformation
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Influencer Identity
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• This is the easiest thing you can do to grow your online presence • Consistency makes you a go-to person • Would you go to a restaurant that’s great sometimes or would you prefer a restaurant that’s great all the time?
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• If somebody goes on your page, do they see who you are and what you believe in? • Your content needs to reflect what you are trying to do or become • For example, if you’re a motivational speaker your content should be of speeches you’ve given and you talking about motivation Be Predictable • Predictability influences shareability • For example, I noticed people started sharing a 6-minute video I posted, 2 minutes in—why? • They trust me 320
https://training.com.ve/ • The best ways to beat the algorithm and get organic reach on Facebook is shares Share Your Platform
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• Create a network of at least 10 people who all share each other’s video when they are posted • This beats the algorithm and boosts your organic reach
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Dan Martell
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CEO, SaaS Academy
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How to Rock Your Product Demo Session Description: Is your product demo costing you sales? It doesn’t matter how great your software is. Unless you can clearly demonstrate how product solves your prospect’s biggest problems, you’re toast. Learn Dan Martell’s signature “Rocket Demo Builder” framework that’s fueled over 30 million in sales inside his own SaaS companies—and much more for the companies he advises.
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https://training.com.ve/ The 5 Hot Principles of a Product Demo Principle #1: Demo Not Tour • The biggest mistake you can make is by boring your prospect with the features of your product • This is all strangely irrelevant • When Tim Cook talks about new Apple products, he explains how the product is going to change your life, NOT how to set up your new phone
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Principle #2: Connect to Pain
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• This is the most important principle • Bridge the gap between “The Before” and “The After” • Push on their pain point to evoke emotion • You need to stretch their current situation to the possibility of the future • Good demos aren’t perfect for the product, they’re perfect for the client • What would the impact of solving X problem be on a quarterly basis? • What would it feel like to have this problem alleviated? Principle #3: Lead by Questions
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• Instead of memorizing every nuance of your product, prep time is better spent thinking up all the questions you want to ask your customers • Plan for their answers • Questions and answers should guide the conversation to the close • Each question should be diagnosing the customer’s pain and making sure that your product is the prescription Principle #4: Peg the Money Shot • Leave the best feature for last • This is your “drop the mic” feature • Your next question is, “Where do you want to go from here?” 323
https://training.com.ve/ Principle #5: Virtual Close
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• This is the second most important principle • The person you are talking to may not be the only person in charge of making the purchase • Get the customer to virtually close the deal and have them tell you whoever else is involved • Get their permission to reach out to those team members • Never hang up a call with a prospect without scheduling another call • Offer the same time slot next week
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Ralph Burns
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CEO, Tier 11
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The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI with Facebook & Instagram Ads Session Description: Selling physical products comes with its fair share of challenges, so why struggle with trying to find an effective advertising strategy that actually works. Look no further as Ralph outlines his tried and true playbook for Facebook and Instagram ads that will help you drive serious results.
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https://training.com.ve/ “All the traffic in the world won’t cure a crappy offer.” - Ryan Deiss There are 6 levels of consumer awareness when it comes to a product:
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1. Unaware of the problem 2. Problem aware 3. Solution aware 4. Product aware 5. Most aware 6. Completely aware
Each segment needs to be advertised to in a different way.
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The eCommerce Ad Amplifier™
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Each traffic level is segmented based on buyer intent. Furthermore, each level responds best to specific ad templates.
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All ad level templates should:
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1. Start with movement 2. Show your brand/logo within the first 6 seconds 3. Be formatted for mobile
Level 1: Cold Traffic
Unaware: Your prospect has no knowledge of anything, except her own identity or opinion. Problem Aware: Our prospect senses he has a problem, doesn’t know there’s a solution.
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https://training.com.ve/ Level 1 Ad Templates Show Me Video • Question › Fast Motion › Benefit › Benefit › Benefit CTA 100% Proof Video • Motion › Proof › Why › Proof › Credibility
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Trojan Horse Tutorial Video • Giving an instant experience of the product • Motion › Title › Explain › Steps › Show How + Benefits › CTAs › After State CTA
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Pure Education Video • Motion/product › Benefits › Credibility › Educate › Benefits › Testimonials CTAs
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Big Benefits Video • 5 benefits of the desired end state you want your customer to experience • Motion/product › Demo › Benefits › Demo › What’s included › Branding CTA
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Pure Pitch Video • Motion/product › Product in use › Product in use › Product in use › Deal (discount code) Product Demo Video • Before state › After state › Product demo › Show progress › After CTA Teach & Pitch Video • Motion › Teach › Pitch Aspirational Images After State Slideshows • Before and after hair pictures • After state › After state › Product image › After state › After CTA 328
https://training.com.ve/ After State Images • Before and after hair pictures
Level 2: Engage and Page Views Solution aware: Your prospect knows that solutions are there, but doesn’t know which one is right for them. Level 2 Ad Templates
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Testimonial Videos • Moving branding › Testimonial overlay › Product video shots › Brand CTA
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Aspirational After State Videos • After state/motion › Benefits › Product image › After states › CTA with offer
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Deal Videos • Moving product › Tagline › Product video shots › BOGO deal › Brand CTA
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Promo Code Videos
Objection Killer Videos • Call out the largest objections consumers would have against purchasing
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Big Benefits Dynamic Product Ad • Use lifestyle images, not just product images Review Videos • Amazon reviews • Use star rating • For example, 5-Star Rating “Unboxing” Videos Testimonial Reminder Images
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https://training.com.ve/ Level 3: View Content Product Aware: Your prospect knows what you sell, but isn’t sure if it’s right for them. Level 3 Ad Templates Reminder Dynamic Product Ad • What can you say to turn them into a purchaser?
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“Thinking About It?” Ads • Are you thinking about the X product? Here’s a video that shows the feature of product X • Use video ads from Level 2
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Level 4: Add To Cart
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Most Aware: Your prospect knows your product, and just needs a reason to buy.
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Level 4 Ad Templates
Abandoned Cart Messenger Ads
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“You forget something?” Dynamic Product Ad
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“You left something” Dynamic Product Ad “You ready?” Dynamic Product Ad “We haven’t seen you” Dynamic Product Ad “Come back and shop” Dynamic Product Ad FAQ Videos
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https://training.com.ve/ Level 5: Purchases Completely Aware: They are now a customer again, just need a reason to buy again. Level 5 Ad Templates Restock Dynamic Product Ad • Did you forget to restock on X product? • Show in the amount of time it takes for a consumer to use the product
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Reorder Dynamic Product Ad Cross-Sell Dynamic Product Ad
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Product Videos • Cross-sell Product A and Product B • Show a video of Product B
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Dean Graziosi
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Founder, Dean Enterprises
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7-Step “Success Loop”: How I Generated Over $1 Billion With My Brands & Companies Session Description: Join Dean Graziosi as he shares the strategies behind generating over $1 Billion between his brands, utilizing the power of his 7 Step “Success Loop.” Stop looking at your marketing efforts as a straight line and learn how to create a strategy that keeps customers coming in on a perpetual basis.
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The Success Loop is a framework made up of 11 steps for selling without selling.
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Step #1: A Hard Realization Or Incident
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The day or moment that you say, “it’s enough” is the moment that you are so fed up that you’ll do anything to solve your problem.
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For me, this moment was when I sold my first company. The people who bought it sold products under my name, went into millions of dollars in debt, and because they hadn’t sent over the paperwork—it was all on me. Yes, I freaked out. Step #2: Stacking Self Hatred This is when the stacking self hatred mode comes in. I started to think of each person who told me that I shouldn’t do this and couldn’t do this. I went far down the rabbit hole and got to the point where I was blaming everything and anyone else instead of me. This is where people get stuck. The entrepreneurs who don’t bail when times get tough are the ones that find future success. 333
https://training.com.ve/ Step #3: The Reverse Stack Then, I changed my mindset. I started stacking what could go right. What benefit could come from what I’m going through now? I started to take walks in the morning and repeat to myself, “If I can get through this mother f*cker, I can get through anything.”
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I went to court and fought to get back my company. I got my company back and realized they had another $500,000 in debt that I wasn’t aware of. Again, I focused on what could go right. I told them to call every single person that is owed money and tell them the truth. I want to pay them back but I can’t do it overnight. Ninety percent of people took payments and within 16 months every single person was paid off.
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At the same time, I launched a real estate course called Think A Little Different. It was 5x the size and I was only able to do this because of this terrible experience.
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Step #4: Who do I NOT Want to Be?
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As I grabbed momentum, my self hatred started to become stronger. I had to sit myself down and ask myself, “Who do I not want to be?”. I started thinking that if I don’t get through this, everyone was going to say, “I knew he was a dreamer but he couldn’t reach his dreams.” I didn’t want to be the guy who blamed someone else for my success.
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I wanted to be someone different. Step #5: Who DO I Want to Be? I knew who I didn’t want to be and I knew exactly who I wanted to be. I wanted to be the guy that people thought wasn’t going to make it and proved them wrong. I wanted to surprise everybody. This gave me a sense of confidence that I can’t even put into words. Even when I didn’t feel like I was capable, I told people that “I got this.” That’s when I started to paint a picture of my future.
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https://training.com.ve/ Step #6: Project Painful Picture Instead of using the momentum of a great future, I wrote down what it would be like if this didn’t work out. I projected the future of a 9–5, small talk lunches, and being forced to wear clothes I didn’t want to wear. I projected what people would say about me. This was a moment when I felt the pain of that future and everything shifted. Step #7: Compelling Future
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My passion took over. The thought of leading a team with my values and books selling, and creating this impact motivated me. What could the future look like if I made it? We just passed 500,000 copies on social media and we’re number 1 in 4 categories on Amazon. My book is 2 years old.
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The majority of the world focuses on what’s wrong. If you ask them what they want out of life, they’ll tell you what they don’t want. You need to know what you want with crystal clarity. Ask yourself, “What would the best year of my life look like?” and craft what your better future is. Write it down and read it every day.
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Step #8: Next Level Capabilities
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Your best thinking got you to this point in your life. If you had a higher level of knowledge, you’d be making more money.
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How do you get higher level thinking? You join Masterminds. You must seek out somebody who has a different experience and allows you to go faster. Step #9: Take Action Now, you have to be courageous. You have to take those new capabilities and you have to take action. Jump out of the plan and grow wings on your way down.
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https://training.com.ve/ Step #10: Gas Push the pedal down. Step #11: Momentum
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This leads to the momentum that you’ll use to get to the next level of your life.
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Justin Rondeau
Director of Marketing, DigitalMarketer
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How DigitalMarketer Increased In-Funnel Trial Take Rates by 700% Session Description: DigitalMarketer grew its business off the back of it’s five-step funnel, but in 2018 they had to make a serious tweak to support growing the business while going “All In” on a subscription model. In this session, Justin will share exactly how the tweaked their funnel including to the inspiration, design breakdown, additional automation, and how you can apply this to your business. If you have a continuity program, this is a must-see.
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https://training.com.ve/ The 5-Step Funnel
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This funnel is focused on generating the most immediate customer value. This is the funnel that startups and bootstrapped companies should use because maximizing immediate customer value is essential for success.
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At DigitalMarketer, this is the funnel that we started with—but when we simplified our business model, it caused immediacy of our ROI changed. Where funnels were once necessary, we had to start evaluating the entire journey. This meant we’d take an immediate loss in hopes of a higher customer lifetime value. Our funnel graduated to this:
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What happened?
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We saw a decrease in the number of people taking low-dollar Entry Point Offers. Only 2.5% of our leads saw that we even had a subscription product, DigitalMarketer Lab, and this meant that we weren’t making money.
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So, we tried to fix our problem by charging different prices for Lab, testing a pop-up to join Lab, and a special offer to join Lab for less than it normally was. Nothing improved the take rate from paid media for Entry Point or Core Offers. So, we asked ourselves:
Can we crank up the volume? We saw a 233% increase in traffic but it was expensive. And it still wasn’t sustainable. Should we create a new product or offer? Adding another product or offer didn’t solve our problem; if anything it added another. 339
https://training.com.ve/ Where’s the friction (and how can we reduce it)? We wanted to position ourselves as digital marketing experts and our Lab membership showed that. Where was the friction in closing the Lab sales? In the paywall between leads and content. If leads couldn’t see that our content was digital marketing gold, how could we convince them to pay for it?
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We created 10 pieces of pillar content for free on our blog and used it to promote Lab. Success!... Well, kind of. Yes, the positioning was helping us, but we still weren’t convincing that many more people to go from reader to Lab member.
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So, we continued testing.
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We created DigitalMarketer Free and asked for an opt-in in turn for free online trainings and courses. Our theme for the Customer Value Journey became to upgrade each offer, creating a seamless line between start and finish.
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Funnel Breakdown: Our Flow and Automations
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The Lead Magnet: • For example, “10-Point Blog Post Audit”
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The Entry Point Offer: • Lab 30-Day Trial • We ask each user to segment themselves so we can create an audience • Make sure to place numbers or specific identifiers to get specific data around audience information • For example, How much does your business make per year? $20,000–$50,000, $50,000–$100,000, etc. • For example, What role do you play in the business? Owner, Sales Associate, Content Manager, etc. Core Offer: • Become a Lab Member
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Email Rules:
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• If a lead takes a lead magnet but doesn’t complete any step › your goal is to get them to create an account • If a lead creates an account but doesn’t opt for Lab › your goal is to get them to log in and upgrade their Lab trial • If a lead takes the Lab trial › your goal is to get them to log in and activate a full membership Now, we have a 4.03% immediate lead magnet to core offer rate! • • • • • •
17,197 free accounts 48% are Founders/CEOs (10% with 10 or more employees) 10% are Agencies (15% with 10 or more employees) 26% are new to marketing 27% are decision makers 70% of new accounts logged in within the first 24 hours
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https://training.com.ve/ Final Tips For Recreating This
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• Measure everything, but have a unified Overall Evaluation Criteria (It’s Lab Trials for us) • Know your immediate, 30-day, and 60-day ROI • Identify the friction and inoculate against it • Invest in your list and ask relevant qualifying questions • Simplify, simplify, simplify
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Managing Director, The Agora Companies
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Associate Editor, The Agora Companies
Brian York
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Grant Perry
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Plugging Revenue Leaks to Maximize Your Ad Spend and Create an Air-Tight Funnel Session Description: Today’s ultra-connected world is siphoning cash out of your media spend. 40% of consumers pop right back out of your funnel and search for more information before making a buying decision. Learn the strategies The Agora Companies use to plug those leaks to make every dollar count.
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https://training.com.ve/ Reviews Reputation Over Brand There is too much focus on building a brand and not enough focus on creating a great reputation. Brand: What you say and how you behave
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Your online reputation is found in 6 places:
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Reputation: What others say about you based on shared perceptions
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The impact of a bad reputation is:
Funnel is less effective Media spend is less effective Higher spend in the ad auctions Potential shut-down on ad networks
An exercise: Google the following (even if you’re a small business): 1. Business Name + Scam 2. Editor Name + Scam 3. Product Name + Scam 344
https://training.com.ve/ Online Reviews The Promo Driven Search (PDS) Effect: About 9 out of 10 people use online research before making a purchase decision. Review Channels:
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Facebook Google Yelp Angie’s List Yellow Pages etc.
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Post-purchase When the product arrives After a good customer service call After a lifetime purchase
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Look For Moments of Excitement to Ask For a Review
Search Engine Optimization
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• Editor name • Product name • Brand name
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Dominate the top 5 search results for:
Social media/information profiles each business must have: • • • • •
Wikipedia YouTube Facebook LinkedIn Twitter 345
https://training.com.ve/ Microsites
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• Buy the domains of your editor’s names, brand’s names, and product’s names so that when users search for any of those keywords they are driven back to your main website • Create websites around these names that all point to your main website • These websites are called microsites
Customer Onboarding
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What if you could automate a consistent relationship so every new reader has the same, great experience? A consistent relationship gives the right message to the right person at the right time. Right Message • Builds trust • Introduces gurus, core ideas, your products Right Person
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https://training.com.ve/ • New readers • Make it easy for the wrong people to leave so you can focus on the right people • Don’t hide unsubscribe buttons Right Time • Start of the relationship
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Each reader enters the relationship through the Customer Journey:
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1. An ad that takes you to a landing page or promotion page 2. User sees the thank-you page/confirmation page • This is the most overlooked page in marketing right now • This is the first chance to welcome customers into your business • Introduce a promotion for a product on this page 3. Welcome Series • Sets the expectation • Gets them engaged • Gives them what you promised (lead magnet, free report, etc.) • The lead magnet, etc. is not on the confirmation page purposely—you want them to open the email and start interacting with your brand • Welcome email series Must Do’s • Mirror your e-letter • Be consistent • Build trust • Introduce core ideas and guru • Show, don’t tell
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Accelerate conversion to paid customers Give you confidence to invest more in lead generation Increase open rates and engagement Increase subscribers
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A Good Welcome Series Will…
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Jarrod Glandt
Marcus Murphy
Director of Monetization, DigitalMarketer
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VP of Sales, Grant Cardone Enterprises
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Selling in 2019 - A Conversation Between Two Veterans Session Description: Join Jarrod Glandt (VP of Sales at Cardone Enterprises) and Marcus Murphy (Director of Monetization at DigitalMarketer), both who have have built and scaled multiple sales teams and helped to bring rapid growth to their organizations, as they discuss what’s working RIGHT NOW in selling.
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https://training.com.ve/ Marcus Murphy: For people who don’t know you so well, what do you do at Cardone Enterprises? Jarrod Glandt: I focus on the ecommerce side of our business. I oversee the sales team from a distance. I’m spending the majority of my time figuring out how to grow and scale the message and the brand through the U.S. and out into the world. MM: What’s the culture like on the sales floor? Why do people wear suits?
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JG: The people we are selling to are professionals who aren’t wearing sweats to work. We do video calls with their teams and we need to look the part. For the first 6 months, all rookies have to get their teeth cut and do cold calls. And this is a really hard time for some people, there is a lot of rejection. What we tell people is that you have to act like the person you want to be. If you want to make a million dollars as a sales person, you need to start making decisions today like you’re making a million dollars. That’s where the suit comes in.
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JG: Surrounding yourself with people who are on the same trip is so important. In our bootcamp, we talk about the reason why your team is disengaged, and it always comes down to a false understanding of money. The problem for the business owner is to handle the money situation for their people. A great exercise is to write out your goals and ask, “When I’m 50, what does my ideal life look like?” This is typically easy but then if you ask, “How much does that cost? Are you coming into an office everyday?” etc. When you start to write those numbers you can show people the disconnect they have with how much things really cost. People have the wrong understanding about money and what it takes to get close to where they want to be. It’s important for us to educate our team about money. We have sales associates making $250,000+ a year. 350
https://training.com.ve/ MM: Is there a specific DNA for a successful salesperson? JG: Today, it’s everywhere. We have to be open to anything. We run our DISC assessments but if I take a step back, the outlier sales people who break all the rules and stay at the top of the rankings, they are very Type A. On the reverse, analytical people who build systems, but may be more introverted, do really well too. These sales people are actually way more useful because we can replicate their process and teach it to others. MM: What is your sales process for hiring sales people?
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JG: We have a different problem than most businesses when it comes to hiring people. We don’t have to run a ton of ads. Our job is to sift through what comes in and find the right people. We make everyone submit a video, take a personality assessment, have a call with the sales director, a call with HR, and then a call with me.
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Ninety percent of people are moving out-of-state to come and work with us and we don’t pay for relocation. What we do is show new sales people how much money everyone is making and show them the full value of the opportunity. It’s the most compelling case you can make to get someone to make that huge life change. MM: What’s the sales floor looks like?
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JG: Cubicles. We don’t have a sexy, cool office.
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MM: When I worked at Yelp, there were ping pong tables and all of these fun amenities, but what I realized was that none of this connected to culture. Culture is the mission. What’s the mission at Cardone? JG: We want people to improve their earning ability, income, and life using our program material. Part of what we do every day is talk about people who are successful with our programs. We have to do double the work and remind people consistently that they are impacting people and their families. To go from $50,000 a year to $250,000 is totally life changing and that’s the impact our sales people are having.
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https://training.com.ve/ MM: What’s the base salary and commission? JG: We’ve tested out several things. Prior to 2 years ago, we had only commission. Now, we put in a base to give people the peace of mind that their rent will be covered. We also give 10% of the MRR they’ve sold from our core product. We backed into it and asked ourselves, what’s the most we are willing to pay? And then found our solution there.
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MM: Where is the balance of marketer and sales person?
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JG: Big marketers end up in sales because they don’t like talking to people.
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MM: So Ryan Deiss?
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JG: Ha exactly. Marketing is a crazy mastery and it changes all the time, but it’s something that can be learned. I’m in the process of doing that right now. I’m the guy who will make 300 cold calls a day, but now I’m learning this marketing thing. Being a marketer is only going to get you so far. When you can do the things you don’t want to do, you open yourself up to more possibilities and opportunities.
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This is why we’ve built a company that made $70 million in revenue last year from an information business. I encourage you to find the things in your business that you’re not comfortable doing and start doing them. If you can master that, you will be open to doing a lot of things in your business that you never thought you were capable of. MM: Yes or no...cold calling is dead. JG: No. What is cold calling? The phone is a tool. For me, a cold call is going through a phone book, randomly picking a name, and pitching them. Identifying people in a specific space and calling them is not cold calling. It’s totally targeted.
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https://training.com.ve/ Audience Question: Who shouldn’t be doing sales? JG: I can’t classify it entirely by personality because people will surprise you. In the first 30 days we’re trying to break the mold a person has of how many phone calls they can make a day. We don’t care if they’re good on the call, we need them to know they are capable of 250 calls a day. That’s the first step and somebody who resists that isn’t a good sales person for us. Audience Question: Can you break down the video new sales people submit?
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JG: We try to give very little guidelines with only one specification of it being 60 seconds. If someone sends a 4-minute video, they are automatically disqualified because I know how much of my time in the future they’ll be taking up. If they’re not reading the guidelines, we know it’ll be a problem in the future.
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For example, we have a script that at a point is like, “Say X now” and if they hesitate to say that, then we also know they’re not our person. We also set a really aggressive target for them of 80 sales calls.
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Audience Question: What are you looking for when training sales people with your script?
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JG: The success of your call is not based on your opener, it’s how they deal with being told “no.” There is no silver bullet for an opening script. The ending tells us a lot. We also focus on training. Every day sales people are required to go to Cardone University and watch 6 segments of content before they get to the office. Then from 8:20-8:30, they talk about a segment of content and the practical skills they are taking from it to use. 8:30-9:00 is role-play with point-of-contact objections. This is every day for any sales person, regardless of how long they’ve been there. This is us switching them into game-time mode. If someone stumbles we stop them, fail them, and have them start again. From 9:05-9:30 we bring every team member in and talk about our numbers, how many views on videos, how much revenue, what’s selling, what’s not selling, etc. If we can control their development, we can control how successful they are. 353
https://training.com.ve/ Side note, every department has a chance to get commission. Audience Question: What tips do you have for getting salespeople to such high call volumes?
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JG: You have to train them just like you train a child. We’ll say you need to make 200 calls and have 400 hours of talk time. The best way to do this is to break it down into increments of 15 minutes and create micro-targets each day to make sure you’re on track. We also have a ton of accountability and everyone is in anyone’s business all day. I can walk in and see who is last on the list and ask them “What’s going on?”
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Audience Question: When you cold call, what are you pitching?
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JG: Our product can be sold on the first call, but not always. Our bluebird deal is the one that results in a Now Demo and Agreement. For us, we call and start with a case study or we give them access to a free program and tell them that their competitors are using it and then show them their competitor’s success with it.
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Audience Question: If I was starting from scratch with cold calling, what steps do I take to build out a targeted list?
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JG: Depends on your product and if it’s global, national, local. The competition is a great place to go for leads. They’ll most likely put testimonials on their website. Reach out to those people. Also getting referrals from people and working on that power base. Audience Question: How big of a list do you recommend building? JG: I would get 250 companies on the list and focus on a high frequency of touch. We’ll call people a lot. You can use predictive dialers and build call sequencing, but if you’re just getting started, call them in the morning email them in the afternoon, and do this for the first 7 days just to get a response. If you’re not getting a response at all, your reach isn’t good enough. Call the same person every day for 2 weeks with a different offer. In our follow up, we have a VAFU, “Value-Added Follow Up,” that gets their attention and makes us stand out. We use videos and GIFs. Depending on the size of the 354
https://training.com.ve/ account we’ll do anything to get in front of them. Audience Question: How long do you give sales people to see if they’re a fit?
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JG: We give 90 days with a 30-day waiver for people to turn it around. If we know that it’s not right before that, we’ll fire them.
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Joana Galvao
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Co-founder & Creative Director, GIF Design Studios
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Tap Into the Power of Design to 3x Your Website Conversions Session Description: In this session, Joana will help you discover how visuals have the power to increase your brand’s perceived value, affect your customer’s emotions, and even their sense of smell. (Yup, visuals can make you smell a difference!) She will walk you through her design agency’s 5-step recipe to create a website that converts, by tapping into the power of design—the same that has helped her clients TRIPLE their website conversions.
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The Branding Triad happens when vision, voice, and visuals all say the same thing.
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In business today, marketers are clear on the voice and vision, but they don’t tie the visuals into their triad.
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The 5-Step Recipe for a Website That Converts
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https://training.com.ve/ Step 1: Strategy • Who is your target audience? • What’s your positioning? • What’s your brand mission? Step 2: Brand Identity
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According to Stanford Persuasive Technology Lab, 46% of people say a website’s design is the #1 criterion for discerning the credibility of the company.
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So there’s a lot riding on the little time your brand has to create a first impression. Whether someone reads your copy, clicks on your ad, or stays on your website, depends on the impression that your visuals create in their mind.
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For example, next time you go to the supermarket walk down the laundry detergent aisle. You’re going to find:
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• Red in the logo • Communicates effectiveness • Green or blue in the rest of the packaging • Communicates the sense of freshness and cleanliness
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5 Steps to Brand Identity:
1. Color scheme 2. Fonts 3. Aesthetic 4. Design elements (patterns/iconography) 5. Logo Step 3: Mapping User Experience Make sure your content is: • Quick to understand 358
https://training.com.ve/ • Easy to navigate • Delightful to experience
How to Design Your User Experience:
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• Figure out the information your ideal customer is looking for • Rank this information by importance to the customer • Lay this information out in a wireframe in a way that is easy to scan so that the user can find the information they’re looking for quickly • Put the most important information at the top of your wireframe • Make sure there is a lot of white space between sections • Use icons in particular sections to speed up understanding of what they’re looking at
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Step 4: Content
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• The visuals of your copy need to seduce viewers • For stock photography use: • Stocksy.com • Deathtothestockphoto.com • Choose a Lightroom Preset that you apply to all photos • Use Photoshop to make pictures or products look more professional • Use mockups for products • Creativemarket.com Step 5: Web Design
If you’ve committed to all of the steps up to this point, you can now hand it over to the junior designer and they can create exactly what you wanted. The right visuals, shown to the right person, create the right action (conversion).
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Rachel Hollis
Host of HPX Podcast, The Burchard Group
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Founder & CCO, The Hollis Co.
Brendon Burchard
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The Powerful 1-2 Book Launch-to-Documentary Strategy to Grow a Massive Following Session Description: New York Times Best-Selling author of Girl, Wash Your Face, Rachel Hollis joins personal friend Brendon Burchard to talk about growing a 3+ million person fan base, launching the second best-selling book of 2018 (presided only by Michelle Obama’s Becoming), and the documentary that made her over a million dollars.
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https://training.com.ve/ Do you feel like a lot of people on social media are preventing their own growth by trying to do too many things? I think when you start out as an influencer or thought leader you tend to do what you see other people doing. In actuality, I started to have the success you know me for today when I was just myself.
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When we first start out, we honestly just copy other people. For me it was Tony Robbins. But now I have the business that I have because I sat in UPW and asked, “Why aren’t there any women on this stage?” At first I thought that in order to be successful in business I had to do it like a man. I tried that and it didn’t work because...well, I’m not 7 feet tall. That’s just not me.
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I love the in-your-face coaching style but I don’t see a lot of women doing this and it’s hard to do that when you have to wake up the next morning and make your kids lunches. Staying authentic to who I was and how I needed to learn is how I got to where I am today.
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You wanted to find your own way to create a coaching business model. How did you do that?
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When Brendon first told me to start a coaching business model I was against it. I didn’t want to make people buy something that didn’t have tons of value. Then I started to understand that I can’t do it exactly like how you do it or Dean Grazioso does it. I have to do it the way that works for my audience of “her.” If something isn’t selling, that means that I didn’t explain it to “her” the right way. For example, if I’m going to sell “her” this jacket—I can do it. But, first I have to show “her” 10 ways that she can wear it with what’s already in “her” closet. For coaching, it was (and is) a long process. Coaching will be bigger in Month 11 than it was in Month 1 and it will continue to get bigger because “she” needs to see other people using it (proof of concept) and “she” needs the education on the product. And, the most important marketing technique that we have is scarcity. My girl doesn’t know it but “she” exists in the scarcity model. Everything I sell is only sold one time and it always, always sells out. That way the next time I put a new product or event up, “she” will buy it right away because “she” doesn’t want it to sell out.
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https://training.com.ve/ Why was Girl, Wash Your Face such a success? The special thing that I have that other businesses don’t is that I know my girl and I call her, “her.” Every day for the last 15 years I’ve interacted with “her” online. The secret to success is interacting with your fans, building a community and then monetizing it. I could launch anything tomorrow and it would sell out in 2 seconds because I know what “she” wants because I have been hanging out with “her” for so long. I’ve built a community of 3 million followers one woman at a time.
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Girl, Wash Your Face is 20 chapters of the 20 most common questions that I have been asked in the last fifteen years. I knew that it would resonate.
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This is my sixth book and it needed to take that long. If I hadn’t taken the time to build that community I wouldn’t be where I am now. I have 4 products, books, events, coaching, and journals. That’s it. All of these products are a direct response to an ask from “her.”
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Even the documentary, we had no idea what we were doing. The documentary that made millions of dollars for our company, is now on Amazon and is now evergreen content. It came from “her” saying that “she” couldn’t come to the conference. So we asked, how can we bring the conference to “her”? We just kept editing it over and over and over again and we knew that it was a product that “she” wanted. We launched it in movie theaters and “she” got to experience the conference for $15. Tell us more about your target buyer, “she”? I think of my audience as 3 different women, The Die Hard Fan, The Target Mom, and The Hustler.
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https://training.com.ve/ How did you figure out the timing of the documentary and of your next book? I’ll be honest, my husband wins on this one. Dave Hollis is the king of stacking products on top of each other and he works my team hard. We offer 4 products but they are all in the same ecosystem. If you bought one you probably want to buy others.
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We were really aggressive with how much we launched this year and how we laid it all out. It was terrifying because it was a lot of work and I was petrified that we’d piss off the audience. I didn’t want to offer so many things that “she” got frustrated.
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The honest truth is that by stacking them the way that we did we sold out of everything so fast. The book led to the conference which led to the documentary and then “she” kept asking for the next thing.
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What you’ve done so well is putting that through line that connects all of your products and you talk about the products on your daily Facebook live show. But because the audience is on the journey with you through that daily Facebook live, it worked. How do you and Dave think about this morning show that you have?
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If you confuse your audience, you lose. Your products have to have synergy. I used to go live on Facebook 5 years ago every single day. Back in the day, if you went live on Facebook they showed it to all of your followers for free. I have to say—I don’t do ads. We don’t spend ANY money on advertising. I started out as a food blogger and my mentality is, how do I get access to my audience without paying for it? Then we’re super authentic. The lighting is bad, our kids are running in, our dogs are barking. But it’s not about the quality, it’s about the consistency. We go live 5 days a week, 8 a.m. central, on Facebook and YouTube. The only strategy is that I am super passionate about giving women the tools to change their lives. I think you can change a woman’s life but first you need to have her attention. First, I’ll get her attention and then in the last 5 minutes, I challenge her and ask her to show up for her life. I will get in your face on these topics and teach you. 363
https://training.com.ve/ When I tried to just straight teach, I would see bad numbers. Now I have it down to a formula of entertaining, teaching, question and answers. I also only challenge and hold my community to things that I have struggled with and overcome because that’s authentic. I didn’t have an easy start and I made it and so can you. The market doesn’t care about your excuses, it cares about your results. When you were thinking about this next book, Girl, Stop Apologizing, how are you planning on launching it?
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I’m so lucky because I had written the first draft for Girl, Stop Apologizing before Girl, Wash Your Face went crazy. Now, I’m writing my eighth book and can feel the pressure, for sure. But, not to sound like a broken record but Girl, Stop Apologizing is just a response to “her.” There’s a huge chance that your community is already asking you for something and you’re ignoring it.
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For promotion, the publisher wanted to have promotions like buy 100 books and get a free makeout session with me. But that’s not what works. I know that my girl wants a morning routine and a free, downloadable, PRETTY PDF to keep her accountable. This then gives her something to print out and put on social media and market for me.
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We did the video, the PDF and it has gone bananas. It served “her” so hardcore and now “she” is putting this pre-order gift on her socials and sharing the message. We’ve sold a lot of pre-order books.
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To end, what would you love to share with these folks about building a brand? Every single thing that I know how to do I taught myself using the Internet for free. I have a high school diploma and now I have the second best-selling book, only beat out by Michelle Obama. I’ve never taken a writing class. I have taught myself everything that I know. I’m not special, I just wanted it more and I kept showing up. People say it’s not what you know, it’s who you know. Bullcrap. It’s about learning as much as you can and wanting it. The thing that puts you on this stage next year is, are you willing to stand back up? Lots of people can buy a ticket to a conference but not a lot of 364
https://training.com.ve/ people will continue to show up. It’s this slow momentum where nothing is working and nothing is working and all of a sudden, you can’t keep up. The bottom line is, you can learn all of the things and it doesn’t matter if you’re not ready to keep getting back up and starting again every day.
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The only thing that you have that can’t be taken away is your knowledge and your will.
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Dean Graziosi
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Founder, Dean Enterprises
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5 Mental Triggers Influencers Use to Create Lucrative Sales Videos and Ads Session Description: There is a three-step formula for sales videos and ads: hook, story, and close. The hook gets people to stop scrolling and the close gets people off of the ad and on to your website. It’s the story that shows your customers that you understand them and they motivates them to take the next action. There are five ingredients to a good story and in this session, Dean Graziosi is going to give us his secret to creating lucrative sales videos and ads.
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https://training.com.ve/ The formula for sales video and ads is: Hook to Story to Close Hook: How do you get people to stop scrolling? The hook is what catches a user’s attention. The strategy to make them stop scrolling is to say something they resonate with. For example, “Have you ever in your adult life looked in the mirror and thought, ‘Wow, I thought I’d be farther by now?’”
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1. Build Trust/Authority by Being Authentic
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The 5 Ingredients to an Effective Story
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Story: People buy from you when they feel understood
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• Tell people why your company is selling the product you sell • What makes you credible to sell this product?
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• The epiphany is the moment a user realizes they want to listen to you • Define the reason you started your company and are selling this product
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3. Overcome the Client’s Objections
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• What does your ideal client worry about? What do they want? • Give them the Eminem 8 Mile close—call out their objections as to why they wouldn’t buy your product before they do. This stops their resistance and you’ve blocked their response. 4. Use Social Proof to Show the Results of Your Service/Product • Instead of using money claims, use life changes, “This is the person I was before this product/service and this is the person I am now because of it.” 5. Plant Seeds of Doubt • This is a subtle way of saying why you are better than your competition 367
https://training.com.ve/ • If you completely bash your competitors, it comes off as desperate • Don’t bring up their names, but cast seeds of doubt by pointing out other competitor’s products aren’t working because if they were, the customer wouldn’t still have this pain point The bridge between story and close is where you get permission from the customer to sell them something. You ask them, “Is it okay if I tell you about my service?”
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Close: Call-To-Action
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Perry Belcher
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Founder, Rival Brands
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Conversion Multipliers: How to Instantly Double or Even TRIPLE Your Offers Conversions by Leveraging These 3 Quick, Simple and Proven Methods Session Description: Imagine, three times the revenues from your offers without spending a single dime in traffic costs. Perry will share his latest “what’s working now” tricks, secrets, and hacks to drive your conversions north. All are quick and simple to apply and you’ll feel the effects almost instantly.
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https://training.com.ve/ Generate More Leads Use Buttons Not Forms If you have an opt-in form on your website, get rid of it. Buttons perform 55% better than opt-in forms. Use blue links and green buttons. Make sure the entire form fits on the screen of the device that you’re popping it for.
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Optimize For Mobile Forms
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55% of all traffic is mobile right now. Everything needs to be designed to look good and work on mobile. The vast majority of Facebook traffic is coming from mobile. The button needs to be the size of a person’s thumb and 100% above-the-fold.
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Contests
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• When a button is only half visible above-the-fold, it cuts opt-ins in half • Place SMS opt-in option • Gets 10x the conversions
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The magic to contests are virality
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• We can get a 220 opt-in rate on contests • Tell users, “You’ve been entered in the contest once. If you want 5 more entries, share this on Facebook. If you want 10 more entries, send this to 10 friends.” • Tool to use: • Contestdomination.com Quizzes Right now quizzes are beating contests • Use quizzes to get users to segment themselves and learn more about them to retarget later 370
https://training.com.ve/ • You can also use quizzes to have a conversation with your customer • Quizzes that simulate a conversation do better than regular quizzes • For example, ask a few questions and then ask, “You said that you’re X, doing Y and wanting Z. Is that right?” Then continue to the quiz. • We’re getting quiz leads at $0.10 per opt-in lead • Note: These aren’t always the most qualified leads Calculators
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Calculators get attention because it’s selfish interest. People want to know something about themselves and you can easily answer their questions. The traffic engines love calculators. By providing a calculator you can drive significant traffic and keep the search engine bots happy.
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• Tool to Use: • Calculoid.com
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Games provide selfish pleasure, virality, and entertainment.
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• Tool to Use: • Marketjs.com • Customization of lead generation games
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Get More Front-End Sales Start by selling a low-end product, an upsell product, a premium product, and then the high-tier product. • Think about your experience at Starbucks. For example, you walk in to get coffee, buy a bag of coffee, and get the reusable cup they offer you during a holiday campaign. Then, (one day) eventually you buy the $300 coffee pot. Everything you sell needs to have a premium: a product that is given for free with purchase of a more expensive product. 371
https://training.com.ve/ What makes a good premium? • A physical good (although digital goods can work too) • Something people want, but don’t necessarily need • For example, a $2,000 copywriting course had an 11% conversion increase with a premium of a coffee mug that said, “Kiss the copywriter” Use a 2-Part Order Form
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First and Last Name Email SMS Mailing Address
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This has been an absolute game changer. It’s very simple, everything goes on the first page of the order except the credit card information.
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Order Bump
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On the second page, you place the credit card form. What this does is give you all of the information you need to retarget people who don’t go to the second page and make the purchase.
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Thirty-five percent of people who buy on page 2 (the credit card order form page) will increase their order before they check out. • Test this for your market • More sophisticated markets aren’t as interested in order bumps • The best order bump is more of whatever they just bought Timers Timers are converting. The only problem with timers is that Facebook doesn’t want you to use them. The work around for this is by putting your timer on the second page, the page with the credit card form. • 40–60% increase with the timer 372
https://training.com.ve/ All of these methods are good, but the compound effect of them is so much better. You’ll lower customer acquisition cost by 70–80%.
Improve Your Upsells Once we’ve made the core sale, it’s time for the upsell. What makes an upsell work?
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• Congruent premiums • If a customer bought a t-shirt, upsell them another t-shirt • Quick yes or no product decisions • Change your offer to increase the customer’s status on the upsell page • For example, increasing the status of an organization they are already a member of by giving them swag • 24% upsell rate
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Lastly, test, test, TEST!
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Jason Fladlien
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Chief Strategy Officer, Rapid Crush, Inc.
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Secrets Of $100 Million+ In Webinar Sales: 4 Keys to Maximize Conversion and Profits Session Description: Jason will share his best webinar sales secrets, including the best way to structure your webinars, automation and “evergreening” your webinar, high performing webinar funnels, and the non-obvious ways any business can and should be using webinars... no matter what you sell or what industry you’re in.
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https://training.com.ve/ What Is A Webinar? A live or automated web event that uses information to either immediately make a sale or move a sale forward. Why Are Webinars So Popular? • They are low-risk and high-reward • They are versatile • They are effective
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1. Audience 2. Presentation 3. Offer 4. Funnels 5. Promotion
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The most important of these elements is Presentation! But, to get to the Presentation you have to know all of the other elements involved. A Webinar Has 2 Goals:
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1. Educate • Clarity: The goal is to take a prospect from a state of “I don’t know what to do” to “I know exactly what to do” • Behavior: Education that doesn’t change behavior hasn’t done its job • Transform: Education to transform behavior through clarity 2. Sell A Product • For example: • Information • Software • Services • Events 375
https://training.com.ve/ Webinar Success Needs 2 Elements:
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The Standard Webinar Funnel Looks Like This:
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1. An Audience • Internal Audiences: Your email list, followers, etc. • Endorsed Audiences: An audience from another company that you are partnering with • Paid: An audience acquired through paid advertisements (more on this below) 2. A Presentation
The Registration Page: • • • • •
Needs to look and feel like an event People should show up ready to learn and be informed Place a countdown timer on it Create curiosity Repel just as much as you attract • The worst webinar to have is a webinar full of people who aren’t going to buy anything 376
https://training.com.ve/ The Replay Page: • You’ll make more money on the follow-up page than the webinar itself • Make it expire when your offer expires • If this page is available all the time, there is no incentive to buy • Delay the button • Delay the “Click Here To Sign Up” button by a few seconds • This increases trust and decreases the “sales” look of the page • Make sure it’s mobile friendly
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The Promotion Sequence
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Each promotion sequence should last for 7 days and the third day is when the webinar goes live.
During day 1 and day 2, email the people who haven’t signed up yet and email the people who have signed up reminding them of the event. On day 7, you have to make the offer actually expire.
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https://training.com.ve/ Paid Advertising: “The Evergreen” Webinar Funnel
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This is an automated webinar that runs every 15 minutes depending on when somebody sees your advertisement. It has 3 elements:
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• Advertise an upcoming webinar based off of what time the user is seeing the advertisement • For example, if a user sees the advertisement at 10:00am the webinar starts at 10:15am Waiting Room Page
• Full-motion video to create excitement for the webinar • Stress urgency that the webinar is starting soon and the page will automatically refresh • Use testimonials from people who have seen the webinar in the past Broadcast Page • Regular webpage 378
https://training.com.ve/ • • • • •
Use Wistia.com Tell them what is going to be talked about on the webinar Use chat to increase engagement If you don’t want to use chat, then say “Chat is temporarily disabled” Time your offer to be shown 47 minutes into the webinar
The 4 Elements of a Presentation Introduction
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• Authority: Show how the webinar host has a better answer to the problem that is being solved in the webinar than anybody else • Commitment: Tell the audience that you commit to solving their problem and continue to remind them throughout the webinar • Biases: Tell them you know the way they are trying to solve their problem isn’t working and ask them if they agree that it doesn’t work • Hope: Tell them what it’s going to be like when their problem is solved— show them the light!
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Content
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• Outcome: Tell your audience the outcome of watching the webinar • For example, “By the end of the presentation today you’ll be able to do X, Y, and Z” • Context: Be totally clear about what you’re doing to do and how you’re going to do it • For example, “Here’s how this works, here’s who it is for, here’s what is going to happen.” • Commitment: Ask them for a commitment to their transformation Transition • Rapid Recap: 60 seconds that explain everything that was just taught • Show the viewers how much they just learned and reiterate how much value you just provided • Yes Momentum: Ask people questions that have “yes” as an answer 379
https://training.com.ve/ • Try to get 6 yes answers to get them in the “yes mindset” • Permission: Use the 2-Choice Close to sell them the product • For example, “I have 2 options for you. Option 1, we part ways and I can hope you use what I just said to change your business/life/etc. Option 2, I can put everything that I just told you together and help you reach your goals. What should I do?” • This makes the viewer beg you to sell to them • Now you’re not selling, you’re fulfilling their requests
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Pitch
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• Offers • For example, “With great pleasure, I introduce you Offer X. Go here and sign up for Offer X.” • Give bonus products for free • Use scarcity to push viewers to buy now • Reverse the risk by offering a money-back guarantee • Voice their objections to buying to remove their excuse to not purchase • Use The Pitch Formula:
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Syed Balkhi
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CEO, Awesome Motive
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The “Success Gap” Framework - Our Proven Method to 5X the Traffic & Growth of Your Digital Business in 18 Months or Less Session Description: Tired of getting marginal results? Join Syed Balkhi as he walks you through the Success Gap Framework that they’ve used to grow their software companies into powering over 8 million websites. This method helps you identify the biggest opportunities in your product and marketing strategy, so you can fast track your growth.
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https://training.com.ve/ The Success Gap framework helps you identify the biggest opportunities in your product and marketing strategy, so you can fast track your growth. There are two types of frameworks:
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External Success Gap: The gap between what your product or service does and what the user needs to be successful
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Internal Success Gap: The gap between what your product or service does and what the user thinks it should do in order to be successful
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https://training.com.ve/ How To Use The Success Gap Framework in Marketing Use Strategic Partnerships Take the external success gaps and dig deeper:
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• Who are the most popular influencers and brands serving these gaps? • How can I become their partner and work with them so they will help promote my product? • Associate your brand with the brands and people they already trust • Tools to use: • Ahrefs: mention alerts, backlink monitoring, PPC tracking, see who’s linking to your competitors or partners • BuzzSumo: question analyzer, Facebook analyzer, topic explorer, find influencers • SEMrush: keyword tracking, PPC ad analytics, backlink tracking, position tracking • Nacho Analytics: see top landing pages, see top traffic sources, see funnel visualization of your competitors and potential partners
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Strategy Content Creation
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• Create information content around your success gaps • Find all of the problems that your customer has and position your product as the complementary solution • Use AnswerThePublic.com to see what questions users are asking • Use the SEMrush.com SEO Content template Content examples:
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Now, approach these brands and say, “Hey, I have all of this traffic, you need it and we can give it to you. Let’s work out a deal.” For example, we went to website template companies and partnered with them to bundle our contact forms with their themes. We mention their themes as our preferred partners.
Affiliate and referral partners Ecosystem integrations Get listed as integration partners Solution center listings
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• • • •
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Ways to partner with other companies:
The key is alignment. Does your product help your partner’s customers succeed? Use Strategic PPC Sharing Pixels 384
https://training.com.ve/ • Create co-branded or integration pages and share pixels (targeted audiences) Renting Pages • Instead of paying CPC, pay monthly to rent pages from blogs that are ranking for your desired keywords
Product: Create Marketable Moments with Features and Contents
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Proactive NPS Surveys
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• Ask your customers what they like about the product and experience • If you don’t have customers, analyze competitor’s reviews
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” -Steve Jobs Product Education • Create educational content/widgets that shows how to use your product • Setup wizards 385
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Mergers and Acquisitions Once you have a customer, you can cross-sell other products. For example, you can buy the business of your complimentary product.
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Find products to buy at 1kprojects.com.
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Rachel Miller
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Organic Strategist, Moolah Marketing
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The 5-Step Formula to Create A Viral-Generating Audience Session Description: This formula has helped 37 businesses get over 10,000,000 video views EACH without ad spend, some reaching 65,000,000 in views!
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https://training.com.ve/ The 5-Step Formula to build an audience that converts is: (A+M+C)E=P
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A= Audience • You don’t want just any audience, you want the most active people on that platform • Facebook tells you where the active people “live” online inside of the Audience Insights • Go to “Interest,” “Activity,” and then “Page Likes” and you’ll see pages that are similar to your page • Find the page that has the highest activity level—target this page with your ad
M= Message • Your product and solving the problem isn’t going to grow your audience • We need to become what our audience identifies as • For example, “A quirky mom,” “A crazy cat lady” • It’s whatever your audience calls themselves • We need to make them feel good, look good, and make their life good by specifically targeting what makes this audience feel good, look good, 388
https://training.com.ve/ and the things that make their life better • Your product and solving the problem aren’t what will grow your following—identifying is • Tools to Use: SocialInsider.io • Insights into your competitors’ social media strategy
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C= Content • You want to craft content in a way that your audience most likes it AND Facebook most likes it • If you don’t keep both Facebook and your audience in mind, it will fall flat • Your content must be mobile friendly • 87% of users are coming to your Facebook page from mobile • Put captions on ALL videos • Use your content to move users through your ecosystem • Send users from your page to your Facebook group > use group with Messenger to send people to your offer > use your offer to send people back to your page • Have at least 3 “spokes” of this system • This system looks like this:
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And your content looks like this and is pixeled like so:
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E= Engage • You need social proof to show your content is valuable • Stack your engagements • You want more than one interaction in as short of a time period as you can create • “Hey, why don’t you message this article link to yourself so you don’t lose it.” • Facebook sees this user is sharing YOUR content with themselves and pushes it further in the algorithm • Use the whole ecosystem • Focus on conversation P= Profit • Your goals are being met (yay!) You don’t need a big audience to make a big impact. You just need the perfect audience.
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Panel: Sonya Keenan, Jeanna Pool, Zenovia Andrews, Susan Sly, & Marcus Murphy
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What It Takes To Scale a 7-Figure Agency: A Panel Discussion Session Description: Learn from four of the best agency owners around how they have managed to scale their agencies past the seven figure mark. Marcus Murphy hosts this heavy hitting panel that will leave you with a smorgasbord of ideas on how to scale your agency back home.
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https://training.com.ve/ Marcus Murphy: What’s your specialty? Sonya Keenan: I’m Sonya Keenan, my company, Omni Channel Media Group is based in Australia. It has morphed into a coaching business in the past few years. We are focused on building community and helping business owners in the southern hemisphere with the assets they need to learn. And we run DigitalMarketer Down Under. We want to help people turn information into knowledge.
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Jeanna Pool: I’m Jeanna Pool, I have a “done for you agency” focused on doctors and holistic professionals. I also have a course called Clients In Bulk. My rockstar power is teaching people how to sign up all of their clients for the entire year. Now I help smaller agencies figure out what they want to do, package things better, and promote better.
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Zenovia Andrews: I’m Zenovia Andrews, the founder of Max Out Marketing Agency. We generate more traffic and specialize in lead generation for compounding pharmacies.
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Susan Sly: I’m Susan Sly and I run Agency A. We’re focused on a different avatar, the avatar that’s overlooked by agencies all the time. Our first level of entry is teaching so you can do. We want our clients to be educated, understanding, and asking the right questions before we get into the done for you work.
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MM: How do you grow to a 7-figure agency?
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Sonya: I’ll turn that into another question, why would you want to? I have had a 7-figure agency and I have lost 7-figures. Remember, turnover is vanity, profit is sanity. I don’t know anyone that can pay for their kids school fees on turnover. You can’t do that unless you make profit. When you find out what you’re profitable at, then work out how you scale that. If you try to do all things for all people, you won’t be able to afford a ticket to T&C next year. Jeanna: I am in the same tribe as Sonya. I talk to my agencies and I ask them, “What is your magic number?” and a lot of times, this isn’t an agency with the systems to become a million-dollar agency. I urge you to ask, “Is this where I want to go or where I think I’m supposed to go?” In 2014, we were on track to reach one million and in Q3 I shut it down. I had never worked so hard, 392
https://training.com.ve/ with systems, had less freedom in my life, and had less money in my life. So I asked myself, “Why am I doing this?” We backed up and I realized that my magic number is a $650,000=$700,000. I don’t help agencies build to one million dollars, I help them build to their magic number so they can be happy and do what they love and have a life they love.
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Zenovia: We had to implement a call center because we realized we had a 40% increase if we followed up with people within 4-6 hours after they reached out to us online. If we’re talking about scalability, you have to make sure that you have the systems and platform to deliver those services. Also, my onboarding process with my clients is extremely tight. Lastly, making sure that your agency has a niche is important. Partner with a third-party company to offer more services.
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Susan: I was teaching in the space of organization and productivity and I realized there was a gap for the solopreneurs. We specialize in that market. I want you to imagine a woman who is a teacher during the day, a wedding photographer on the weekend, and is trying to balance wearing all those hats. Our #1 goal is to create raving fans from our clients by chasing clients with big hearts. How we scaled it was providing training. We created mini agencies within our agency. Three quick points of advice: If you have an agency now, take the DigitalMarketer Customer Value Journey as if you’re starting from scratch. Two, figure out what client you can be in love with. Third, have a succession plan. Don’t make yourself the most important person in your agency, the clients are the most important people in your agency.
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MM: How did you find your niche? Sonya: My personal area is premium coaching that is unapologetically expensive and only helps a small amount of people. I have a smaller, entrylevel product that helps a larger audience get started and hopefully become somebody who can afford my premium coaching. And then I create events and build communities. Jeanna: A lot of people don’t niche down because they are afraid of losing opportunities. It’s the opposite, your business will scale fast and quickly. In my agency I give location exclusivity. I can’t work with 2 doctors in the same niche in the same location, but I can work with a diabetes doctor in Houston and an IBS doctor in Houston. I call this hyper-niching. 393
https://training.com.ve/ Zenovia: Some of us just need cash flow so we’ll take anyone on. When you’re in that space, you have the challenge of what would I even want to niche in? I recommend you having some type of passion for it or interest because your client will discern that passion. When I made the decision to go into the compound pharmacy niche, it made sense because I had knowledge and passion behind it.
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Susan: Do you want to grow your income? Do you want to grow personally? The answers are yes and yes. Guess what? So do your clients! I would love everyone to write down 2 words: “What’s next?” What’s next for your clients and how do you position yourself as a part of that? And then ask yourself the same question. If you keep providing your clients with what’s next for them, you’ll reduce that churn.
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Sonya: The failure for me was in thinking that I had to replicate myself. I tried to employee people who were like me, instead of people who challenged me. You have to take constructive feedback all the time and even get used to people saying negative things about your services. Also, you must know the numbers in your business. If you don’t know how much money you need in the bank this month and next month, you’re not going to make it. I have a board with all of the money I’m definitely making and what I have signed but haven’t been paid for yet. I have this scheduled out until September of next year. When you owe money, that’s when you make bad decisions. If you’re not good with numbers, employee a bookkeeper...and LISTEN TO THEM. Jeanna: I’ve been doing this for 17 years and I’m still asking, “Will I ever stop learning lessons?” The answer is no. I’ve also learned that I just need to be me. I don’t wear heels, I wear tennis shoes. That’s okay. I talk funny, I have weird phrases. I tried so hard to be what my clients wanted me to be and it was pure chaos. I’m not everyone’s brand of vodka and that’s okay. It’s okay not to be for everybody. Just understand that it’s hard when haters come, and yes, it hurts your feelings, but you can’t let that person or group defeat you. Focus on the people that are helping you and growing you. Zenovia: I have 2 major failures. The first, was at the beginning, I made the 394
https://training.com.ve/ mistake in not knowing my numbers. There’s nothing more frustrating than making a million dollars but only keeping $25,000. Make sure you know how much you want to profit and take home. Second, take care of yourself. As agency owners, we’re riding this roller coaster and we forget to take care of ourselves, our spouses, our children. Build an agency that is making money and giving you a good quality of life.
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Susan: I have mindset advice and tactical advice. I’m going to be totally honest. The biggest mistake I’ve ever made in my career is not valuing myself. We teach the world how to treat us. A lot of us are undercharging for our services because we come from a place of desperation. From the tactical side, ask yourself, “What’s next for my team?” How are you growing your team? Have those conversations with your team and figure out how you can help them grow into those passions, even if what’s next for them is transitioning out of your agency.
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Audience Question: How did you develop your channels? Is there something effective you did to get the engine moving?
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Sonya: Connecting at events, speaking, and taking the time to answer people’s questions. I put it out there every time I speak, you can message me on Facebook or on my website. I believe in reciprocity and it will come back. There is no limit on success and me helping you be successful doesn’t keep me from being successful.
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Jeanna: My secret has been offline marketing for my online agency. The #1 marketing in the world is face-to-face. I fill my entire agency offline. Susan: Sixty-eight percent of people are visual. I’d love for you to draw a circle and then come up with ten different ways that you can promote your business. Podcasts, video, social media, etc. Serve, serve, and serve. Then, find an influencer in each of those spaces and network with them. Audience Question: At what stage in the development of a digital agency’s growth is there a need to hire a sales professional? Zenovia: Right now. I opened up a call center and our sales increased by 40%! When it comes to direct conversation, digital marketers shy away. We can’t have marketing without sales. If our clients need call centers, we have a 395
https://training.com.ve/ system that we can give them. Sonya: Right now. Audience Question: How do I tell my clients that we need to start over and get rid of our funnels and create customer journeys? Zenovia: It’s important in my agency that we create a win for my client in the first 14 days. Clients want to see action and the quicker we can get that done, they’ll retain with us.
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Susan: All the customer journey does is ask a different question at the end. The funnel says, how much money did you make? But the customer value journey asks, how much money did you make and what was their experience? Currently Target is reimagining all of their business into a customer experience and they’re turning all of their stores into show rooms. Customers will go into a physical store and then buy online.
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Sonya: Think of the Customer Value Journey (CVJ) as the strategy and the funnel as the tactic. It’s too expensive to have a funnel for awareness, engage, etc. As an agency, the CVJ will bring you the right clients and you’ll be able to help them better because you’ve built an entire process. Audience Question: When you’re just getting started how do you grow your team to 6-8 employees?
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Jeanna: I have 18 members and they are all contractors. I don’t want employees. I hire 3 contractors for the same job and give them a test. Whoever is the best, I hire. My big thing is that you must meet deadlines. If you miss a deadline, we’re done. When I find people, I pay them more than they are worth, I give them bonuses, and I give them other goodies to get them to stay with me long term. Zenovia: I use contractors too, both in-state and out-of-state. Susan: We look at our team and look for gaps. Then we find other agencies to white-label the stuff that we don’t want to do.
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Molly Pittman
Ezra Firestone Founder & CEO, Smart Marketer
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Co-Founder, TrainMyTrafficPerson.com
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“Hot Seat” - Live Deep-Dive Critique of Over $3MM eCommerce Ad Spend Session Description: Watch Molly critique this special guest’s Facebook ad strategy from 2018. Then, watch as she crafts his 2019 strategy LIVE with YOU!
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https://training.com.ve/ Facebook has changed a lot in 2018. Our ad costs went up, reach went down, and it just feels like everything got more expensive. A lot of this is because of Facebook’s Cambridge Analytica scandal which made advertisers and users lose a lot of trust in the social platform. 51% of people don’t trust Facebook. It’s not that Facebook changed because of the scandal, they changed as a response to the public criticism. To gain trust back, they changed the algorithm. There are 3 components that factor into the Facebook algorithm auction:
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• Bidding
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• For example: Are you bidding for conversions? How much are you bidding?
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• Estimated Action Rate
• How consumers are interacting with your brand on Facebook
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• Activity on your Facebook page
• User Value
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• Are you interacting with your audience, commenting on posts, answering messages?
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• What people are doing after they click on your ad
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• How long are they spending on your website? • Was the customer happy with their shipment time and product? These 3 components cumulate to how your ad does in the Facebook auction. If your ads aren’t built around the algorithm, your ads won’t do well. Now, let’s roast Ezra. You did $20 million in revenue in 2018 for BOOM!. In 2017: • You paid $0.77 per click • You reached over 26 million people • You spent $4 million dollars 398
https://training.com.ve/ In 2018: • You paid $1.32 per click • You reached 19 million people • You spent $3 million dollars Let’s look at overview numbers to help inform you what actions you need to take to reach your goals. Ezra’s goal in 2018 was:
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To spend $6 million on ads, and he spent $3.8 million A $45 CPA and his CPA was $37 A $50 average order value, and it was $65 average order value A ROAS of 1.5 and his ROAS was 1.7
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To spend $4 million on ads and he spent $2.2 million A $50 CPA and his CPA was $53 (I wasn’t able to pull average order value) A ROAS of 1.2
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What this shows us is that he had trouble with scale. The big optimization for BOOM! is the ability to scale this spend at a reasonable CPA.
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Let’s look at secondary metrics now: • These metrics inform us on changes that need to be made to our actual ads • CPC, CTR, and frequency Ezra’s Secondary Metrics: Awareness: • $1.32 CPC • 1.8 CTR 399
https://training.com.ve/ • Frequency 7.86 These are really good but when we look at your retargeting CTR, it’s 0.87. This is really low and we can definitely improve it. We need to look at your audience type and make sure you’re using as many audience types as possible to increase awareness. Let’s now look at Ezra’s traffic strategy:
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Step 1: Ad goes to pre-seller • For example, 5 Makeup Tips For Older Women
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Step 2: Retarget the top 25% of users who spent the most time on the presell article • Retarget ads talks about the content in the presell article • He’s missing 75% of his audience • Don’t over segment your retargeting audience • Let’s retarget everyone who read the article in the last 7 days
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Step 3: Retarget Ad • Users who visited your store but didn’t go to the product page • The audience size is still too small
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Step 4: Dynamic Product Ads • Based off of cart behavior • Retargeting people who viewed a product but didn’t add to cart Step Five: Testimonial Ads • Shown to users who abandoned their cart in the last 7 days • Shows the products that were in the cart • Third highest performing ad of 2018 • Retargets for 2 days Step Six: Related Products Ad • Shown to users who purchased • Ads about other products to promote cross-selling 400
https://training.com.ve/ Now, find your top performing ads and ask yourself: • Why did it do so well? • How can we use it in other parts of our journey? • If possible, show it to cold traffic How do we get more scale in 2019? There are 2 main things Ezra needs to do: Squish: Simplify Your Campaign Structure and Increase Your Audience
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• We’re going to squish some campaigns together so that we can increase the audience size that sees the campaign • Ezra’s frequency was so high because some of his audiences were too small (700 people) • We want to open the audience into interest targeting
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What happened when we implemented the squish strategy?
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• Ezra spent $135,000 on a campaign and got 3,000 purchases at a $44 CPA • The amount of purchases we are generating is 30–40% more than the old campaign
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Fish: Creating Ads That Have Social Proof
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• Native ads that don’t look like ads • Use these ads in upcoming campaigns once they have engagement • Use the ads that have performed really well in the past and have engagement • This helps you increase your reach and scale Whenever you’re making a decision with your Facebook advertising, think about what Facebook is factoring into the algorithm so you can rank the highest in the auction. If your ads are expensive, you’re low in to auction. If you want to learn more about the Facebook auction, listen to Ralph Burns and Molly’s podcast, Perpetual Traffic. 401
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Todd Brown
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CEO, Marketing Funnel Automation
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7 Hacks Working Right Now Which Can Boost Your Average Order Value By As Much As 200% Session Description: Join Todd as he covers the seven different ways to optimize a funnel to produce a higher average order value. Why should you attend? Glad you asked! Plain and simple, you will walk away with a list of plug and play strategies to make significantly more money from every new customer sale.
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https://training.com.ve/ What is Average Order Value (AOV)? • It’s the most important number to grow your business • The average amount of money a customer spends when they go through your marketing campaign Why is AOV So Important? • It tells you exactly what you can afford to spend to acquire a customer
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Why AOV Instead of Sales Conversion Rate?
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• Sales conversion rate is a vanity metric • Use it to fix a broken campaign not to increase AOV • This is a game of financial exchange capability, not sales conversion capability. It’s easier to improve financial exchange by increasing AOV than it is to increase sales conversion rate.
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We’re not talking about strategies to generate the sale. We’re not talking about strategies to increase sales conversions. We’re not talking about strategies to prevent order form abandonment.
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Hack #1: Increase Offer Prices
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• Price test each product to see where the threshold is
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Create upsells Create a downsell for the people who don’t take the upsell Increase the number of offers in your campaign If somebody has said “no” to TWO OFFERS, take them off of your campaign
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Hack #2: Increase Offer Quantity
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Hack #3: Impulse Bump Offers
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• An additional offer on the order form • Place on all lower priced front-end offers • Impulse purchase prices • A $30 product’s bump offer should be $8-$16 • Congruence • The bump offer should be an expansion of the main product • For example, the bump offer for a book could be the audio version • Voyeurism • People like to see what experts and authorities do behind closed doors • Bring this into your offers 404
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Hack #4: Add On Offers
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• Reverse Add-On Offer • Make the first offer 60-80% off of whatever they just bought • “Product Notice” Positioning • At the top of the add-on offer have a headline that says, “Important Information About Your Product Purchase” • Present your message for why they should buy the add on offer • Exit Pop-up Warning • Create a pop-up that says, “Wait your order isn’t complete. Click here to add the offer.” Or “Click here to ignore this.” • “No Thanks” Link Pop Reminder • Create a pop-up that gives them a second chance to choose the addon offer • “Are you sure you don’t want to add X to your cart?” • Sequencing • Give them the opportunity to get full credit on what they just purchased if they purchase the upsell
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https://training.com.ve/ Hack #5: Confirmation Page Offers • Put offers on your confirmation and thank you pages • Give them the opportunity to learn more • Place one or more offers • “Thanks for ordering! Here’s a free trial for X.” • Place offers from your funnel that they’ve skipped Different types of Thank You Page Offers:
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Thank You Page Gift Offer Affiliate Offers Skipped Add-on Offers Offer Wall Offers
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• If they skip an offer in your funnel, email them 48 hours later and give them a second chance to buy it • Send them to a page where there is only the option for the offer (a oneclick page)
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Hack #7: Post-Sale Credit Offers
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• When somebody buys a product for $100 and you have a $500 upgraded version, go back a few days later and give them the opportunity to apply the $100 towards the upgraded version
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Roland Frasier
CEO, WarRoom Mastermind
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Bullet-Proof Copy: Instantly & Easily Create Uniquely Effective Marketing Campaigns Using These Proven ‘What-To-Say-When’ Magic Messaging Models Session Description: Good copy can make the difference between a click-through and a click-away. But, finding great copywriters and coming up with new ways to make similar offers to your audience can be extremely challenging. In this session we share our no-brainer system that allows you to create a continual stream of highly engaging messages, proven to convert, without the need for high-paid, royalty-grabbing copywriting prima-donnas.
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https://training.com.ve/ It takes 21 to 24 different “touches” with a prospect to create a buying decision (Source: Think with Google). The problem is, even if we use a multitouch strategy, it looks like this: Message 1: “Buy my stuff” Message 2: “You forgot to buy my stuff!” Message 3: “Last chance to buy my stuff” Message 4: “Yet another chance to buy my stuff” Message 5: “WTF?! Buy my %*!$ stuff!”
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Surprise—this doesn’t work.
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What does work is the 5-Step Messaging Mastery System
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1. Target messages to micro-moments 2. Use ScriptSheets to identify relational triggers 3. Create meta-messages to spawn dozens of unique messages 4. Design high-converting message sequences with The Multi-Touch Matrix 5. Persuade powerfully with The Modality Wheel
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There Are 5 Key Micro-Moments In The Buying Process To Own:
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Micro-Moment #1: “Which/What Is Best” Moments
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Must-Know Statistics:
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• Mobile searches for “top or best ___ brands” have grown over 95% in the past 2 years • Top men’s clothing brands • Best cold weather clothing brands • Good luggage brands • Small decisions are researched on mobile: • Over 140% growth in searches for “best umbrellas” • Over 110% growth in searches for “best” travel accessories • Over 100% growth in searches for “best” toothbrush • In the past 2 years, mobile searches for “product reviews” have grown over 35% • There are 1.5x more mobile searches ending with “to avoid” in the past 2 years • Cooking oil brands to avoid • Refrigerators to avoid • Kitchen trends to avoid • Tire brands to avoid 411
https://training.com.ve/ Take Action! • Google all “best,” “reviews,” and “avoid” searches for your product or service • Use this messaging during the early stages of your customer journey
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Micro-Moment #2: “Is It Right For Me” Moments
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• Mobile searches for “____ for me” have grown over 60% in the past 2 years • What running shoes are best for me? • Which dog is right for me? • Best haircut for me? • Which credit card is best for me? • Mobile searches for “____ should I ____” have grown over 65% in the past 2 years • What should I do today? • How often should I wash my hair? • How many credit cards should I have? 412
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• What should I make for dinner? Mobile searches for “should I” have grown over 65% • What laptop should I buy? • Should I buy a house? • What SPF should I use? • What should I have for dinner? Mobile searches for “do I need” have grown over 65% • How much do I need to retire • What size generator do I need • How much paint do I need In the past 2 years, mobile searches for “____ ideas” have grown over 55% • Bathroom remodel ideas • Gender reveal ideas • Graduation party ideas • Groomsmen gift ideas Mobile watch time of YouTube videos with “idea” in the title have increased over 135% in the past 2 years • Room decorating ideas • Halloween costume ideas • Gift ideas • Vacation outfit ideas Searches containing “____ shopping list” have grown over 150% in the past 2 years • New puppy shopping list • Newborn shopping list • Apartment shopping list • BBQ shopping list If you added up the time people spend watching “first ride” car videos on YouTube, it’s equivalent to driving from New York to San Francisco over 45,000 times
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Micro-Moment #3: “Can I Afford It” Moments
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• Mobile searches for “under $ ___” have grown by over 170% in the past 2 years • Cheap luggage sets under $50 • Hotels near me under $100 • Cars under $3,000 Take Action! • Create “price comparison,” “calculators,” and “build configurators” messaging • Use this messaging during the middle stage of your customer journey
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Micro-Moment #4: “Where Should I Buy It” Moments
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• There is a 3x increase in mobile searches for “near me” over the past 2 years • 150% growth in mobile searches for “near me now” • Food near me now • Gas station near me now • Delivery near me open now • 900% growth in mobile searches for “near me today/tonight” • Open houses near me today • Cheap hotels near me tonight • Movies playing near me today • 200% growth in mobile searches for “open” + “now” + “near me” • Restaurants near me open now • Stores open near me right now • Pharmacy near me open now • 500% growth in “near me” mobile searches that contain a variant of “can I buy” or “to buy” over the last 2 years 415
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• 600% growth in mobile searches for dress-related “near me” searches • Homecoming dresses near me • Wedding dresses near me • Evening dresses near me • Mobile searches starting with “can I” have grown over 85% • Can I use PayPal on amazon • Can I buy stamps at Walmart • Can I buy a seat for my dog on an airplane • On YouTube, the watch time of “shop with me” videos—where viewers follow creators as they shop—has increased 1,000% over the past 2 years • 6x growth in mobile watch time of travel diaries and vlogs in the past 2 years on YouTube • 120% in mobile searches for “wait times” in the last 2 years • Mobile searches for “menus” have grown over 55% in the past 2 years
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• Create “near me,” “can I,” “shop with,” “open now,” and “wait times” messaging • Use this messaging during the late stages of your customer journey
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Micro-Moment #5: “Am I Getting A Deal” Moments
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• In the past 2 years, mobile searches for “is ___ worth it” have grown over 80% • Is life insurance worth it • Is organic milk worth it • Is an electric toothbrush worth it • Watch time of “does it work” videos grew by more than 11x in the past 2 years • The Low Calorie Diet for Weight Loss: Does it work? • Does it work? Ice Cream Maker Makes Real Food For Disney Frozen Queen Elsa and Anna Dolls” • Mobile searches for “that looks like” grew by over 60% in the past 2 years • Inexpensive tile that looks like wood • Honda that looks like Ferrari • Rock that looks like a diamond • New furniture that looks like antiques • Mobile searches for “similar to ___” have grown by 60% in the past 2 417
https://training.com.ve/ years • Shirts similar to untuckit • Coolers similar to yeti • Cars similar to Jeep wrangler Take Action! • Create “worth it,” “does it work,” “looks like,” and “similar to” messaging • Use this messaging during the late stages of your customer journey
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After analyzing a ridiculous amount of data, we learned that copy needs to:
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1. Speak to a need 2. Identify a triggering event 3. Describe positive and negative outcomes 4. Stir and allay their fears 5. Address relationships 6. Be framed in a gain > logic > fear sequence
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We can put all of the avatar information from The Idea Wheel into a messaging framework using ScriptSheets:
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For example, a ScriptSheet for selling a sleep-aid looks like this:
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This will show you what to use for your ad set topics and timing. For example, data for the avatar of a beach property rental company looks like this and the ad set topics and timing that can be used are shown as well:
Once you’ve completed your ScriptSheet, you can create THOUSANDS of different compelling messages.
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For example, The Meta-Message Sheet for the sleep-aid product looks like this:
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And another looks like this:
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The blank Meta-Message Sheet is here:
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Next, sequence your messages to maximize conversions. Remember that gain, then logic, then fear sequences work best. The Spade Multi-Touch Matrix lets you touch your prospect with 1,728 gain, logic, fear sequences:
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Use The Message Wheel to craft scientifically proven, irresistible, highconverting messages.
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1. Remember the need • Maslow’s Needs Hierarchy • Breathing, food, water, shelter, sleep, clothing, sex, safety, health, financial, friendship, intimacy, family, recognition, status, importance, respect, fame, attention, strength, competence, mastery, confidence, independence, freedom, self-actualization 2. Tie to an impacting force • Impact Factors • Time, age, affliction, new discovery, prospect, friends, family, enemies, relationship, environment, economy, government, positive value, a negative value, positive, belief, negative belief, positive action, negative action, hope, fear, avoid pain, get pleasure 3. Refer to the wanted or hated outcome 4. Choose a plot type (when telling stories) • The quest, voyage and return, comedy, tragedy, rebirth, overcoming the monster, rags to riches 5. Select a persuasive technique • Reciprocity, scarcity, authority, liking, consensus, consistency, unity 6. Frame it in one or more modalities • Visual, auditory, kinesthetic
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Using these tools you have 533,433,600 different messaging options.
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Garrett Holmes
Director of Content, DigitalMarketer
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Co-Founder & CEO, Proof
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Dave Rogenmoser
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Critical Lessons Learned from Bootstrapping Saas to Explosive Growth: A Fireside Chat with Dave Rogenmoser Session Description: Join Dave Rogenmoser, Co-Founder of Proof, and Garrett Holmes as they discuss the important lessons that Dave learned while growing a Saas company from 0 to over 3000 customers. Learn the critical areas of focus Dave and his team applied to attract their first customers, and to create a product that goes beyond product market fit. Whether you’re new to recurring revenue models or a veteran in the space, this is a session you’re not going to want to miss.
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https://training.com.ve/ Garrett Holmes: You’re on a mission to make the Internet delightfully human. What does that mean? Dave Rogenmoser: We care about 3 things at Proof: people, marketing, and software. We get excited about crafting unique online experiences at scale. GH: What sparked this? DR: Our 2 co-founders really care about people and we love software. We’ve been frustrated as marketers and wanted to treat each customer uniquely.
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DR: Four years ago we came to T&C, it was myself, my friend, and no clients. I learned a lot of what to do at T&C, built up this company base to 15 clients and had 6-7 employees. At the time, we were optimizing websites, getting traffic to the sites, and then converting more leads. We ended up transitioning into a coaching service—teaching people instead of doing it for them. Eventually we got tired of that, too. We weren’t crazy about the industry and we felt like we were losing out to a lot of companies who were honestly just scams. We thought, what if we created more transparency on our client’s websites?
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GH: What is your product? DR: It’s a software tool. GH: Did you give it to other clients or friends to see if it worked for them too? DR: Yes, we knew 4 or 5 people who ran webinars and we tested it with them. We knew they would have a lot of traffic so we knew it was a good test. We found great results with all of them and we decided to host a webinar to prelaunch it. We told people about it, told them it wasn’t ready for 2 months, but if you pay $997 you’ll get first access. We sold about 40 of those and this 426
https://training.com.ve/ validated the idea to us. GH: Why did you decide to apply for Y-Combinator and go the funding route?
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DR: We decided we wanted to build something big, like $100 million in revenue a year. I think it’s easier to do that than something small because more people are willing to help. We looked at Dropbox, Airbnb, and Reddit and saw they had all come from Y-Combinator. We went to Silicon Valley and went to see if they’d help us get big. We already had money and were profitable, we just wanted to get in with that league.
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DR: At my interview, they asked me, “Hey this is cool, but how do you turn this into a billion dollar company? How are you disrupting Shopify?” And at the time I was working on setting up Stripe. I wasn’t ready. They told us to come back in 6 months. We grew to $65,000 in MRR within those months and were lucky enough that the revenue spoke for itself. That time we got in.
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DR: One of the biggest things was the scale. I was sitting down with the former Head of Airbnb and he was saying, “I can see how this becomes a $10 billion dollar company but I don’t see how it can get bigger than that.” It was an interesting bar to hit because it challenged the lens I was looking through. Also, building for the customer is huge. GH: It’s better to have 100 customers who love you, then one million customers who like you. What makes you say this? DR: A million customers that like you isn’t going to scale you to the billion dollar mark. There’s going to be high churn and you’re not going to get brand ambassadors. If you study these really successful companies, they started with this hyper-niche of super engaged customers. GH: You call this concentric circles.
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GH: Tell me more about the business lessons you’ve learned in the past few years, I’m going to mention 4. The first is to, “Find a technical cofounder who can write code.”
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DR: Almost all SaaS companies have a technical co-founder. Rarely do you hear them say they outsourced their way to success. You need them on your team, especially because this person will just care and others will clock out at 5:00 and work on it later. If the co-founder’s working on it, they will get it done.
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GH: The second is, “Don’t worry about going huge, be #1 in a specific niche.”
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DR: It comes back to the concentric circles. You need a big vision, but your strategy needs to be small. You need to know the customer you are trying to serve. GH: The third is, “Utilize advisors to get access to relationships.” DR: We were at T&C 2 years ago and realized there were like 50 people who influence the marketing space. I thought, if we can get it on their websites it can probably scale from there. We gave equity to 2 people who could network us to those influencers that we got about 48 of the 50 people in the first 4 months. The company just went wild from there. Even as we’re thinking about launching this next product, I’m asking the same question of the SaaS world.
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https://training.com.ve/ GH: Last one, “Get 10 users who totally love you by being customerobsessed.” DR: I think it’s really easy to be money-obsessed. We even fell into this and only focused on MRR. But we had to shift. You need to be customerobsessed. One thing we changed was having everyone in our company work on customer support, which includes me and the other co-founders. We call them support power hours. We need everyone in the company to have the ethos. At the end of the day, we work for our customers.
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DR: This was a hard lesson for me to learn. We used to create the most complex funnels ever to sell our courses but for software it didn’t work the same way. We started to drive traffic straight to our home page and look at it as the free trial being our funnel. We still have some lead magnets and we retarget people, but I started to ask other SaaS companies, was this was the best strategy? For the most part, you can run traffic to that and it works profitably. Especially for Proof, that’s a low price product, you don’t have to do anything crazy.
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GH: Walk me through Proof’s website funnel.
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DR: We have a new shift in our funnel. Let me explain. When people come to our website, they watch a free demo. Then, we ask them what industry they are in. Depending on their answer, we personalize the rest of the website and the funnel for that industry. For example, the SaaS demo page is all around SaaS and the email address is already filled in. If somebody clicks off, the next time they come on our website we say, “Welcome back” and give them an offer to sign up for a free trial instead of watching the demo video, because we know they have already watched it. GH: How do you approach MRR at Proof? DR: MRR is a lifesaver. Once you get that base, you are free to do whatever you want. And MRR compounds. When you don’t have to worry about making payroll, you can focus on the bigger picture.
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DR: I feel like a lot of software people are just really lucky. For us, it was the same. We had the right product at the right time. I think going back, we would have been more customer-obsessed from the beginning. I also built the company faster than I should have. I stopped working on the product and I was focused on building the company. It got to this point where I was so far away from the product I didn’t even know what it did anymore or what the customers were saying about it. Our shift now is to flatten the company back out, we all do everything.
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Julie Solomon
Host of HPX Podcast, The Burchard Group
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Founder, Empower You, Inc.
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How to Launch a Business Podcast and Own Your Category with “Lifestyle” Social Media Session Description: In this session, two power house influencers come together to explain how they’re dominating the influencer space with their podcasts and social media channels. Brendon Burchard interviews Julie Solomon, host of The Influencer Podcast and founder of EmpowerYou and has her spill her secrets on getting six-figure brand partnerships, launching a podcast, and Instagram must-do’s to double your engagement.
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https://training.com.ve/ Brendon Burchard: What is your brand and what do you do? Julie Solomon: When I think about my brand in terms of the journey that I’ve been on so far, it really has been about getting to know me and asking myself, “How do I get up and serve through the highest version of myself?”
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I was a book publicist for over a decade and I worked with some incredible people. I found my way to Los Angeles, got married, was pregnant, and I realized I really needed to get out and meet people. So I looked around and asked myself, “How do people meet people in Los Angeles?” I did what everyone does when they move to LA and started a blog. I was able to monetize the blog pretty efficiently. I had 10,000 followers and was landing $70,000 in partnerships.
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This is when I asked myself the question of how I was going to serve people. What was it that I really wanted to be doing? I wanted to connect with people in a powerful way that was true to me. I realized that influencers didn’t know how to work with brands and that’s why they weren’t able to get the deals that I was and I knew exactly what to do.
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BB: There are 2 ways to approach brands, you can make a pitch or start a conversation. Without the conversation, you’re in trouble. I used to read all of the press releases from a company and highlight everything the CEO said about their goals. Then, I would reach out to the company and use those exact words to start the conversation. The CEOs would say, “This is EXACTLY what we want right now!” and I acted like it was a total coincidence. JS: That’s exactly what I did. In each PR release, there is the text “for immediate release.” I went through top influencers at the time and Googled “for immediate release _____.” For example, “for immediate release Dave Ramsey.” This would lead me to the PR release and I got all of the PR contacts for those influencers. Then, I emailed all of those contacts and that’s how I got my first 20 interviews in NYC and my first PR job. BB: I want to follow up with what you said earlier about your blog. What’s a lifestyle blog and how do you monetize it? JS: When you think of lifestyle marketing, there’s no better example than the 432
https://training.com.ve/ Kardashians. They’ve built an entire enterprise off of their lives. What lifestyle bloggers are doing is sharing their lifestyle through their unique lens, for example, as a mom, as a food blogger, as a travel blogger, etc. BB: What was the lens of your blog and how did you make money? JS: It was a motherhood blog that quickly transitioned in me becoming a blogger to help bloggers monetize. I realized that my audience wanted to know how to create a business and monetize it over what baby blanket I was using.
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BB: Let’s say you’re a mommy blogger and you want to get a brand deal with Target. How does that deal work?
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JS: You have to know what the goal of the company is, in this case, Target. The first question to ask is, “Who is your audience and how does it connect with Target’s audience?” This makes sure that when you pitch them you’re coming from a place of service where you can say, “Here’s what I can provide for you, how can we make this work for both of us?”
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I landed a $250,000 brand deal by realizing that they didn’t want me, they wanted media. I pitched a few media companies to find 1 that would be interested in covering the story that the brand wanted to tell and found the one that said yes. When the media outlet said yes, I went to the brand and said, “Here’s an opportunity, do you want to be a part of it?” and I landed that deal.
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BB: Tell us 3 things you know about your audience that makes them want to buy from you. JS: Her name is Olivia. She’s from Atlanta, Georgia. She’s 28 years old, engaged and started out in marketing. After doing this, she felt like she needed to have more in her life and chase her own dreams. She left her corporate job and started to become an entrepreneur. For her, that meant becoming an influencer. She wanted to engage and create change in the world and serve in a way that is connective and creates a positive community. She didn’t know how she was going to do it but she knew she had to show up and start serving. She started looking for education and came across The Influencer Podcast (my podcast). I give her the tactical advice and the 433
https://training.com.ve/ mindset shifts she needs to become the influencer she wants to. It’s been amazing to walk alongside Olivia, see her invest in my programs and step into her own uniqueness. She loves to do videos on how to make certain foods… I can keep going for 10 more minutes. My goal at the end of the day is to have Olivia be able to think and serve herself so she doesn’t need me anymore.
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BB: How many of you can say THAT about your audience? Let’s talk about your podcast. How do you launch a podcast and grow it?
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JS: When I launched my podcast, I was so burnt out with the way I was working that I needed something to get my creative juices flowing again. I was throwing so much spaghetti at the wall and I was exhausted—but what was more exhausting was the thought of doing nothing. That’s when I knew that I needed something that let me redirect my energy a bit.
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Podcasts have a very low barrier of entry and a small overhead. I needed a laptop, a $100 microphone, and a quiet room.
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I batched 6 episodes with guests and aired them all at once. I publish a weekly episode every Wednesday. Three months after we started, I found 2 repetitive comments. I don’t have time to listen to a 45-minute episode, and I would like your unique perspective on topics, instead of just the guest’s. We kept the 45-minute episodes the same and kept the guests. We added a subseries to The Influencer Podcast called Influencer Insights that is 10 minutes of tactical strategy from me published every Monday morning. With the launch of Influencer Insights, we tripled my podcast downloads. I tell all listeners to take a screenshot of the episode and tag me on their Instagram story with their biggest takeaway. Then, I repost that Instagram story on my profile and this does so well. BB: What are the essential things we need to be doing on Instagram?
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https://training.com.ve/ JS: Everyone freaks out about the algorithm but if the algorithm isn’t working for you, your content isn’t working for your audience. I stopped posting on my Instagram feed completely (and to this day I post 1-2 times a month). However, I am publishing to Instagram stories, every single day. When I started doing this, my engagement doubled from 2.3% to 4.4%. I think the reason this works is because my audience really likes Instagram stories. I know this because I surveyed them and asked them what they prefer (on Instagram stories).
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When you look at a platform, look at the different ways you can use the platform that works for your audience. Let go of the idea that you have to do things a certain way.
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Ben Kniffen
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Co-Founder & President, LinkedSelling
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The 3-Pillar LinkedIn Ads System Session Description: LinkedIn can feel like the new frontier of online advertising, but it’s far more effective than you may think. Join Ben as he breaks down his 3-pillar method for creating and optimizing LinkedIn ad campaigns that will start driving leads and appointments today.
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https://training.com.ve/ Why should you be advertising on LinkedIn? • • • • • •
There are over 600+ million users on the platform 25% of adult Internet users in the US are on LinkedIn 40% of LinkedIn users check LinkedIn daily 76% of executives check LinkedIn daily It has the most affluent market There are millions of businesses on the platform
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LinkedIn ad spending is predicted to increase by 42% in 2019.
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Conversion Tracking Matched Audiences (AKA Retargeting) Sponsored InMail Lead Gen Forms Advanced Demographic Filters Website Demographics Expanded Video Ad Products Expanded Image Options (Carousel) Dynamic Ads Advanced Tracking Features Native to the Platform Interest Targeting
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The 3-Pillar LinkedIn Ads System Before getting into the Ads System, follow these two steps: Step One: Take Your Facebook Campaign Step Two: Copy and Paste on LinkedIn Now, we’re ready to start The 3-Pillar LinkedIn Ads System: 437
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The Report To Appointment Funnel Campaign:
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In the RTA funnel, you want to offer a phone call as quickly as possible and market directly to your avatar. Keep your lead form driving to your website. Don’t have it send users to a third-party webpage. Make it frictionless by having it pre-populated based off of a user’s LinkedIn information and use drop down menus to fill in the other information.
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Here’s an example of a lead form:
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• It’ll cost about $4 to $8 per click • Each lead will cost about $15 to $40 • Each appointment should cost $110 to $250
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The Direct-To-Appointment Funnel Campaign:
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https://training.com.ve/ Make sure to tailor to your avatars and use video for the sponsored post. It works best because a direct-to-appointment is a big ask. Prospects resonate better with a person over an image. The copy on your ad should follow the format of, “Do you fit this profile and do you have this problem?”
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• For example, “Do you own a marketing agency and are you spending too much on Facebook ads?”
An example of the lead form for the DTA funnel looks like this:
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• It’ll cost about $7 to $12 per click • Each lead will cost $50 to $100 • Each appointment should cost $125 to $300 The Dynamic Retargeting Campaigns:
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There are two parts to this campaign: 1. Sponsored InMail 2. Dynamic Ads
The Sponsored InMail part of this campaign follows this strategy:
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This is a good route for smaller audiences. An example of InMail looks like this:
Benchmarks: • Each click costs about $0.75 to $2 442
https://training.com.ve/ • It costs about $50 for a warm lead and $100 for a cold lead The key to making LinkedIn ads work is implementing all three of these pillars at the same time.
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Businesses who should not invest in LinkedIn advertising are eCommerce platforms with low-tier product prices. You need a high-tier product and a high customer lifetime value.
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Perry Belcher
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Founder, Rival Brands
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“The Soap Opera Offer”: Discover TV’s Secret Storytelling Formula for Hooking Viewers, 3X’ing Conversions, and Driving INSANE Customer Loyalty Session Description: Those who tell the stories rule the world.” Perry has been telling stories in copy for years, selling over $400,000,000 in goods and service online alone with his unique brand or copywriting. In this session he’ll show how it works, why it works, and reveal the simple system you can follow to duplicate his success in your business.
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https://training.com.ve/ “Those who tell the stories rule the world.” When asked who would people rather have rule the world, 37% said Queen Elizabeth and 63% said J.K. Rowling. Why? Because she’s good at telling stories.
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The number 1 reason stories work in our mind is because they create a temporary suspension of belief. Your conscious mind turns off and your unconscious mind receives information without arguing. You can’t argue with a story. You can believe it or not believe it, but you can’t argue with the actual story.
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Dopamine: Makes you happy Serotonin: Makes you feel better Oxytocin: Makes you feel loved Endorphins: Makes you feel excited
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Stories stimulate chemicals in your brain:
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The biggest takeaway from stories is that nothing is interesting in the world other than trouble. When you’re on social media showing pictures of your hotel suite you are much less interesting than if you show pictures of your broken leg.
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People want to see problems and then they want to see you solve them (and savvy marketers solve them with products).
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The Soap Opera Formula
There are 2 steps to create a successful story. Step 1: Set the Scene You have to bring customers into the scene. An interesting trick to bring people into a story is to start it in the middle of a sentence as if the reader just interrupted a conversation. This grabs the reader and yanks them into the scene.
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Date Time Place Senses Names Colors
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Step 2: Create the Story Arc A story arc looks like this:
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The best example of this is country music, or any ballads. They always set the scene, yanking you into the song. Each verse sets the scene as you progress through the play. The chorus drives the point home.
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1. Start by establishing normality 2. Introduce the obstacle that turns the main character’s life upside down 3. Show the main character taking on the obstacle 4. Present a villian (because you need trouble) 5. Bring in a love interest 6. Show the solution to the obstacle that has been there the entire time 7. End the story Every story moves through a similar story arc. People want to hear how things went badly and what lesson was learned. Your job is to spin the lesson into the solution you’re offering. Tools for Storytelling Iamsdb.com • Script database • Download the script, print it out and read it as the movie plays 446
https://training.com.ve/ • You’ll start to see how writers create movies Trello.com • Storyboard a story out
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Naturalreader.com • Reads your writing back to you in a human voice
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Hemingwayapp.com • Tells you where your writing is loose, boring, grammatically incorrect • Writing needs to be under a fourth-grade level
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Aaron Sorkin • Masterclass on storytelling
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Brad Martineau
CEO, Sixth Division
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How to Create a Predictable Business that Is Systematic, Automatic, and Scalable Without Stumbling Through the Maze of the Strategies, Tactics, and Tech Session Description: Every entrepreneur wants a system that predictably captures leads and turns them into prospects, then into clients, and leverages automation to deliver an amazing experience for their clients. It’s totally possible, IF you can navigate the maze of strategies, tactics, and tech. Brad Martineau, CEO and Co-Founder of SixthDivision, uncovers just what it takes to actually get automation in place to build a calm, predictable revenue machine that delivers your perfect clients.
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https://training.com.ve/ There are three outcomes we want in business: 1. We want to get the right clients, and more of them 2. We want to make those clients ridiculously happy with results 3. We don’t want to unnecessarily spend time or money with either of those things To get these outcomes, you need an automatic client journey.
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Businesses focus on the front-end of their business. How can we get our product in front of people? But that’s a tiny part of the customer journey.
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Notice that I am not saying this is an AUTOMATED Client Journey, this is an AUTOMATIC client journey. This is useful for the parts of your business that require a human and cannot be automated.
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The goal of business is to be like Disney.
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“Do what you do so well that they will want to come again and bring their friends.”- Walt Disney
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To do this, it needs to be a seamless and frictionless experience for both you and the customer.
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The 4 Forces of an Automatic Client Journey
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Force One: Coordinated and Crack Free Mini-Journeys The Lego Principle: When you open a Lego box, all of the legos are organized in bags The power of your business is in the ability to see the lego bags of your customer journey. These are your mini journeys. For example, a thank you page for a lead opt-in can promote an appointment. The thank you page and your lead opt-in page are the lego bags, and put together they create the final product (aka your customer journey).
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https://training.com.ve/ Force Two: Raving Fan Producing Experiences How you deliver your product matters as much if not more than what you are delivering. If customers have to second guess if they are in the right place and doing the right thing, you’re not giving them the experience that would create a raving fan. Where in your business can you upgrade the experience?
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For example, a dentist (hard product to create raving fans for) toured his office for a video advertisement to make people more comfortable with coming to the dentist. He showed the front of his business and then walked in and introduced his receptionists. When people walk into his practice, his customer’s already know who he is, trust him, and have already had a good experience without even walking through the door yet.
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Force Three: Minion Dispatching Easy Buttons
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If you’re using the automatic client journey right, you should have a bunch of minions pushing buttons for you. These minions help with the things that have to get done but don’t produce value.
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For example, at Sixth Division, one of our employees has to follow up with customers when their credit card is about to expire. We created a minion dispatching easy button that she could press that follows up with customers’ whose credit cards that are about to expire. This saves her half a day per week. Force Four: Decision Informing Report You can’t get predictability without data. Here’s how to figure out what reports you need: 1. Identify the decision that needs to be made 2. For each decision, identify what you need to know to make that decision to improve the client journey 3. Identify the reports you need in order to know the above 450
https://training.com.ve/ 4. Draw them • For example, to know what lead sources are converting best, draw it out in an excel spreadsheet A parenting solutions business was driving users into a webinar and bringing them into a program. They had a MailChimp list that was costing $4,000 a month to keep and promote to. Using decision informing reports, we found out they were spending $4,000 to produce a fraction of their scales and were able to allocate the budget to marketing strategies that are working.
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To put these four forces into action, use the three laws of building an automatic client journey:
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Law #1: Start Simple and Get Fancy Later (ONLY if necessary)
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• Organize: Seal the cracks • Optimize: Tweak and test, tweak and test, etc. • You have to have already launched the first version of your product and it has to be live and working • Customize (if necessary)
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Law #2: You Cannot Implement Ideas
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Most people have an idea, start to implement it, and then get frusterated.
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The difference between these people and successful people is the latter follow this process: 1. Idea 2. Plan 3. Implement Law #3: Systems > Superstars Habitat for Humanity can build a neighborhood in a week because they have a system. When you can implement a machine, you can move from idea to implementation in lightning speed. This is your competitive advantage. 451
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Each business needs an architect who can create the systems that create an automatic customer journey. This means the business isn’t relying on one superstar who gets everything done. If the superstar leaves, the business continues to run as it was.
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Co-Founder & President, DigitalMarketer
Kyle Bonnstetter CEO, Change That Up
Daniel Matishak CEO, Mindable
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Chairman & CEO, Maropost
Richard Lindner
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Ross Andrew Paquette
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https://training.com.ve/
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More Engage, Less Enrage Session Description: Every communication with a customer has the potential to enhance your relationship. And it also has the potential to make each person never want to be your customer again. This panel will discuss and debate what makes some people become brand loyalists and others become ex-customers.
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https://training.com.ve/ Richard: What do you see that is working well right now on any platform? Ross: Focusing on content so that it’s engagement friendly. If people aren’t engaging with your content, you’re not setting yourself apart. Dan: Communication that is a 2-way street. Asking questions and responding back via email, phone, Messenger, etc. Once you have that conversation, the customer is worth a lot more in the long run.
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Kyle: Right out of the gate, everybody wants to make money and they try too hard sell. But, the most important thing is to build that trust and single out content, figure out your list, engage with them, and then build from there.
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Ross: Our strategy is a B2B approach.
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Richard: What are you doing to find out what people are engaging with?
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Dan: Surveying is not being used enough. Ask your customers what they want and if they like the content you are giving them. For Net Promoter scores, ask them to rate the quality of what you’re delivering. Anything between 1-6 is negative, 7-8 is neutral, 9-10 is a positive response. This is surveyed after a purchase.
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I recommend to ask for a reply back to the very first email you send to someone (and respond back!).
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Kyle: After we’ve identified a customer, we start to segment a list out based off of the interest we have seen in our emails. Then, we use it to specialize. Richard: With email and social platforms, communication is boosting us in the algorithms. If we can get users to interact with us, by replying to emails or commenting on posts, the algorithms see our content more as conversational messages and less as marketing messages. On top of this benefit, at DigitalMarketer, we found that if we don’t get a lead to engage with our content within the first 7 days of initially opting in, there is an 80% decrease in their likelihood of having a customer lifetime value. At what point do you see this fall off?
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https://training.com.ve/ Dan: I would rather have a much smaller list that is engaged than a huge list that isn’t engaged. If we have the latter, we don’t hit their inbox, we’re going to spam. If they haven’t engaged within 30 days, we stop emailing them. Kyle: If within the first 7 days, they’re not engaged we remove them. Richard: How does engagement factor into email inboxing?
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Ross: We’re advocating for this engagement. We’ve identified our top 5 customer groups and we’re targeting them with specific types of messaging and this is across email, socials, etc.
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Richard: At DigitalMarketer, if at any point in time you don’t open or click an email, you go into a re-engagement campaign and then a winback campaign. Then, we take our most successful creative and drip that out to our unengaged list because we know it’s our absolute best piece of content. We’re seeing really good results with getting people reengaged.
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Dan: This seems to be a common theme. A lot of organizations seem to love this concept but don’t execute on it. Putting that effort into a win-back campaign is critical across any channel, not just email. What’s the point of acquiring a lead if you’re going to lose them 30 or 60 days later? You’ve already gone through all of the effort of acquiring them and each time you give them up, you’re giving up X dollars.
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Richard: How are you seeing brands engage with their database across platforms? Ross: We’re seeing some clients creating the same content across every platform and doing really well and we also see clients that create different content for platforms that are also doing really well. Kyle: I think it’s important to limit the amount of touches you have with a customer. If they are on vacation and come back to a ton of emails from you, they’re going to unsubscribe. You want to make sure you’re paying attention to those touches so you have a chance to respond and engage back with you.
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https://training.com.ve/ Richard: What are you doing to customize the frequency of messages, aka your “subscribe down” strategy? Does it have to be all messages or none? Kyle: Right out of the gate, we’ll ask them how frequently they want to be reached out to. We have a daily newsletter or they can receive it 3 times a week. The same goes for the content of the newsletter, people who don’t want to watch videos shouldn’t get videos.
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We look at it like a normal relationship. How often do you want to have conversations with friends or your family members?
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Dan: It’s also super important to switch up your content. Just make sure to switch that conversation up so people stay engaged.
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Audience Questions: How do you implement personalization with your communication?
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Kyle: We personalize our responses back to the customers who reply to our initial email. By doing this we can identify their likes and dislikes and build on the content that they are really looking for.
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Dan: We have a long survey and based off of the answers of that survey, we deliver different emails and varied content.
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Richard: We decided to make a change in the KPIs we were looking at. We’re looking at full records over contacts and full records over subscribers for both prospects and buyers. Now we can put them in high-value segments. All of our web forms are now a 4-step process. The first step is to have them fill in their first name, last name, company name, and email. Second, we have them qualify themselves by if they’re an agency owner, a marketer for another company, a newbie, business owner, etc. We use graphic icons for this. Third, we ask for the size of their team. Fourth, we move them into creating a free account. This has been working incredibly well. We see 83% of the leads who fill out the first step of the form give us a full record, 75% of the leads create a full account, and 20% upgrade from a free account to a premium account. I do believe you should ask your list to opt-in again by asking them different questions and getting him to segment themselves further so we can show 456
https://training.com.ve/ them the exact content they want. Ross: We’ll send specific content to people who are already on our list by asking them to put their email in to receive the content, even if they are already on our list. It creates this relationship of them “getting” something. Audience Questions: How are you maximizing your inbox rates? Do you recommend the CEO send emails?
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Richard: Have a brand voice so that anyone can speak to it and anybody can send the “CEO’s” email. We look at our deliverability by IP by ISP. When we’re talking about segments, we have buyer personas but also ISP. We have to make sure that we can go in and be somewhat fluid. For us, 86% of our database is Gmail, so if it goes down a bit, we feel it. If we don’t have the data to tell us that it was a deliverability problem, our copywriter will think it was the messaging and then you’re not solving the right problem.
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Ross: The big thing is understanding the metrics around it. Most people don’t know where their email is going. If you’re 99% delivered but it’s going to the junk folder, that’s not so good. The big element is investing in the tools that will show you what’s going on and give you that data so you can work backwards. Dan: My company is 100% revenue generated from email. We pay a lot of attention to it. Once we started to look at the research, we got a huge boost.
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Audience Questions: Are you all using Maropost as an email tool and how satisfied are you? Richard, Dan, Ross, and Kyle: We all use Maropost. Ross: With Maropost, the difference is they made it really easy to transfer the list over to them. Then, they helped me set up the email with brand, unsubscribe, etc. That was really helpful. Dan: It’s night and day to have somebody help you and actually explain to you what to do. With 100% of my revenue coming from email, it’s really important to have a good tool.
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https://training.com.ve/ Audience Questions: Do you have an email marketing manager that looks at the data and KPIs? Dan: Getting inbox right can be the difference between 10-20%, so yes, we have a dedicated team member to email marketing. Kyle: We spend the first hour of everyday looking through the statistics of the last send. The best copy in the world can’t help you if you don’t know your open rates and deliverability.
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Ross: The metrics are such an important piece. If you have an easier way of looking at those, so you don’t have to hire a full-time employee, figure out how to do it.
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Audience Questions: When are we going to see dynamic insertions and full functionality in email?
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Dan: We have that now. The method that you are using is a little different, you’re controlling it through an API. For most of our customers, we have the ability for them to create those content pieces, control the time frame of it, and change it with time. If you want to do that through the backend, it’s going live in 2 weeks. Audience Questions: How do you move customers from first-time buyer to brand promoter?
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Kyle: As soon as someone makes a purchase, we follow up with something free for them (like a free report). This adds that value and gives them another reason to continue to receive your emails and buy from you because they know they’re going to get taken care of. This is also a totally different email series that is constantly following up with them. Ross: I recommend making a customer journey for after the sale.
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https://training.com.ve/
Stalco, Inc.
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Entrepreneur & Investor
Steven Page
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Dan Carnat
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Secrets of eCommerce Giants: How to Eliminate 100% of Your Duty Costs and Save (Literally) Millions Per Year (PLUS the Keys to Breaking Into the Canadian Market) Session Description: This talk covers a simple, compliant and easy method for ecCommerce brand owners to eliminate 100% of the duty costs associated with importing products from overseas. Bonus content: An actionable strategy covering the logistics of selling your products into the Canadian marketplace and growing your business by 10%.
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https://training.com.ve/ Duty Drawback Program There is a methodology you can utilize to effectively service your US customers and eliminate your duty costs. When you import products to the US:
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• You pay duty when the goods land • The amount of duty paid is based on our COGs multiplied by your duty rate • If you don’t pay this duty, you can go to jail
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How To Eliminate Your Duty Cost
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• Import your inventory from overseas to Canada • Duty is paid to the Canadian Government upon import, based on the Canadian duty rate • Pick, pack, and ship directly to your US customers under Section 321 Customs Clearance • Under Section 321, US consumers can import up to $800/shipment free of duty, brokerage, and sales tax. • Once your customer orders are shipped to the US, you claim back all duties paid in Canada
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Frequently Asked Questions:
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How long does it take to get my duty back?
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Wait until all of the items have been cleared and shipped to the US, then file the duty drawback. Sixty days after you’ve filed, you’ll get your drawback. Does this slow down shipping?
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We pick, pack, and process to make sure that all orders received by 9 a.m. are on the truck to the US. It takes the truck one hour to get to the Canada/ US border and then all of the boxes are brought to the US carriers (FedEx, UPS, USPS, etc.) by that afternoon. We are on the same schedule as any US shipping company so we don’t lose any time by being over the border. Are there problems with getting products through customs? We’ve never had a truck get stopped at the border. We do a truck preclearance and have all of the paperwork completed ahead of time to move the process as quickly as possible. Are there any products that can’t use this Duty Drawback Program? 461
https://training.com.ve/ Anything you can ship out of the US can cross the border. Every now and then lithium batteries have different regulations, but this is rare. Fast Track to The Canadian Market Benefits of Canada:
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Shares the largest unprotected border with the US Free trade between countries No language barrier Similar customer profile as the US Cross-border media influence—same TV/media Over 35 million people 64% are affluent/have disposable income Strong economy Strong demand for international products eCommerce market is booming Canadians are connected online
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• • • • • • • • • • •
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According to the US Embassy of Ottawa, Canadians trade more than $2 Billion per day on U.S. goods and services.
Cross border logistics (trucking, customs clearance, duties) Different currency Different regulatory—Health Canada Sales tax procedures Packaging compliance (labeling, layout and info/bi-lingual)
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• • • • •
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The Differences Between the Canadian Market and US Market
Drawbacks of Shipping from the US to Canada • Risk of products being stopped at the border • Risk of Health and Beauty Products non-compliance • Long delivery times 462
https://training.com.ve/ • Surprise tax, duty, and customs fees upon delivery • It’s really easy to avoid this • Cross border shipping is expensive • Lack of tracking visibility • High return and refusal rates (irritated customers and chargebacks) Benefits of In-Country Fulfillment
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2-5 day fully-tracked delivery No surprise fees for the customer No border delays Better customer experience
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In-Country Fulfillment Implementation
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If you’re looking for a Canadian partner, they need to:
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• Pick up your goods and import your products across the border and through customs directly to their facility • Integrate with your CRM to receive order files • Pick, pack, and ship your goods the same day orders are received
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Questions to Ask your Fulfillment Partner 1. What are their shipping rates? • Canada Post is negotiable—if you ship more products, you’ll get the best rate 2. Are they big enough to handle large order volume fluctuations? 3. Do they have a compliance team? 4. Do they have products on-demand and can they label for you? Frequently Asked Questions: Do I have to charge sales tax to my Canadian customers if I’m a US business? 463
https://training.com.ve/ Yes, you have to charge sales taxes. Canadians are totally used to paying this sales tax. Do I have to register with the Canadian Government? Is it complicated? Yes, you can register through telephone or fax machine. You get a registration number and then you’re set up to collect. Do Canadian shipments have full tracking?
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Yes, Canada Post is the dominant carrier for home delivery in Canada.
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Generally, what you can sell in the US you can sell in Canada, aside from Health and Beauty. That is not as easy to ship and sell to Canadian customers because it has to go through a licensing and registration process. The facility you work with also has to have a license.
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Garrett Holmes
Director of Content, DigitalMarketer
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CEO, Wicked Reports
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Scott Desgrosseilliers
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Shocking Lessons from $1.3 Billion in Ad Spend: A Fireside Chat with Scott Desgrosseilliers Session Description: Join Scott Desgrosseilliers (DA-GROW-C-A), CEO of Wicked Reports, and Garrett Holmes as they sit down to discuss some of the biggest insights Scott and his team have pulled together after analyzing $1.3 Billion in ad spend across Facebook and Google. Arm yourself with some of the most eye-opening advertising insights of 2019 so that you never walk blindly into an ad campaign again. If you or your business runs ads on Facebook or Google, then this session is a must see!
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https://training.com.ve/ You got kicked out of a fantasy baseball draft when you were 15 for running the numbers on the players. What happened there? I built a spreadsheet for my baseball coach and at the draft I advised him on who to bid and not bid on based off of my stats. He ended up winning and then they banned computers from the draft, haha. You run The Modern Entrepreneur Podcast. In one episode you said, “I love to use data to solve puzzles.” What does that mean?
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I took The Passion Test a really long time ago when I was irritated with corporate life. I realized that I love to play games and am really competitive, but when I dug into it I loved using data to win. That’s just how my brain is wired. I know a data model and how to apply data to systems and this is what marketing has moved to, especially with AI.
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What was it like to go out and launch Wicked Reports? How did you build the company and grow it to where it is today?
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My friend runs getmainelobster.com and at the time he had a $4,000 ad budget that he used on Facebook. He got a ton of clicks but people didn’t buy it. The product was $200 and it was a hard process to buy it, they had to call and schedule and it was complicated. I wanted to test out a theory. At the time everyone was hating on New England sports teams, which is just baffling ;).
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The idea was, we think women are doing the meal planning and are going to try to buy the lobsters. From his order time stats, a lot of the buying was happening Monday at noon. The online behavior was different than offline behavior. So, we tested our theory that women who like the New England Patriots and the Red Sox are nostalgic for Maine Lobsters. We ran a campaign targeting this demographic and waited a few months to see if it worked. At first, it really didn’t. Three months after our launch he made $10 for every $1 on his campaign. I presented this to Infusionsoft Masterminds and it went crazy. We slowly learned how to get faster, easier, and quicker to profit. You’ve said, “The concept of time messes with our version of success.” 466
https://training.com.ve/ What does this mean? When people look at reports, they look at a snapshot of a certain point in time. The marketing brought in is a different timeline with where they are with your brand. You have to keep this in mind when you’re judging your marketing and targeting. You have to measure the results based off of where people are in the customer journey.
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The other part is with lifetime value. The compound value of people who are paying you is pretty astronomical. When you’re trying to break even really fast, you lose sight of what’s really happening. You get compound gains if you look at it over a longer time frame.
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You’ve spent $1.3 billion in ad spend. That’s a lot.
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Our average spend is $40,000 a month but then we have higher paying clients and lower paying clients. It’s all trends. Things evolve over time and we can use trends as a guide and then test the results to try to be better than average as many times as possible. We don’t know if we’ve improved if we haven’t measured it.
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I’m going to give you some statistics and I want your opinion on them. First one, the average Facebook campaign doesn’t make money and less than half have a positive ROI over time.
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We looked at 30,000 campaigns that we had tracked and less than half of them ever end up having a positive ROI. This speaks to the fact that we have to be testing a lot. You have to test different ideas to different parts of the customer journey and understand it will take time. The average Facebook campaign makes 1,500% more revenue on Day 30 than Day 1. You have to take a longer look at the revenue you’re bringing in. You can kill campaigns if you’re looking at profit numbers too soon. Adwords campaigns are also much more successful with time, with earnings per lead growing by 174% by day 16.
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https://training.com.ve/ What we’ve seen is that people tend to make more money per lead on Google over time. Part of this is that people are searching for a specific solution versus just scrolling through family pictures on Facebook. The average Google campaign makes money in 14 days.
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Two reasons, the bottom of the funnel mentioned above and Google’s AI. Google knows a lot of things about you. They know where you’re browsing, your email, what you’re watching on YouTube, etc. They’ve made it very easy with their AI machine learning to act on a smaller amount of signals. People who hang in there with Google tend to be more profitable due to the strength of their platform.
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The average Adwords campaign makes 3,300% more revenue on Day 30 than day 1.
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I was blown away by this. When targeting gets a hold of a good offer, it can start to take off because it’s learned all of the different signals that leads a prospect to be a buyer.
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Of all of these crazy statistics, what are some of the biggest conclusions you’ve drawn?
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Measuring what works in a way that you can verify really matters. Facebook and Google are both going to take full credit for conversions and it’s your job to figure out who really created that conversion. These platforms aren’t built to scale your marketing across multi-channels. They are trying to get you to scale on their platforms only. For example, you need to measure your CRM too. Also, the intent of your marketing determines how you should track things. If you’re trying to find new leads that buy, the way to measure this is by asking, “What got them in my CRM the very first time?” Because that’s how you got the lead. Then, you talk to them in different ways depending on where they are in the journey. How much of a role do you see AI playing in the success of campaigns in the future?
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https://training.com.ve/ I think the theme of T&C next year will be AI. It’s here. The big brands are using AI to compete with their competitors. Google says AI is winning over half of the time already without any customization. That’s already better than a coin flip. The only way for it to get smarter is with data and so...it’s only going to get better. Who’s smarter, AI or humans?
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If AI has the right training, it’s better at certain things. If it’s a repeatable thing you have to watch all the time, it’s better. If you have to look at targeting and relationships, it’s better. It’s not better at offers or knowing how to speak to someone based on where they are in your funnel.
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When do you know if you should terminate an ad or wait longer for it to be successful?
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It’s very personal to your business and your buyer’s cycle. If you have a 30-day cycle and you run ads for a week, then you have to keep going. If those ads aren’t getting any leads in 7 days, then it’s a dud. But if it’s not, then you have to let it run through its cycle to see if it’s working.
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What was the biggest acquisition win for Wicked Reports in 2018?
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It was being education-based, which isn’t anything novel. We switched from trying to create flash sales or offers and provided valuable content. When we used flash sales and offers, we attracted more leads but those weren’t great customers. Also with onboarding, we now provide heavy support during the first 90 days so people know what to do with the data. What is something you’ll never do again that you learned from 2018? I made a huge mistake of not running my pricing strategy through my entire team. It’s tricky in this business and it was definitely a mistake. We needed to price in support without running in the red and it was hard. In the end, we decided on results-based pricing where we only make more money if our customers make more money. 469
https://training.com.ve/ Where is the first place to start if you can’t get a positive ROI on Facebook or Google?
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It depends on 2 factors: how much you’re spending and how many sales a month you get. Let’s say you spend $10,000 a month and you get 2 sales a day. The first thing I would do is (shocker) put tracking in place. The second thing I would do is split test strategically based off of where people are in the customer funnel.
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Dave Hollis
Host of HPX Podcast, The Burchard Group
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CEO, The Hollis Co.
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Why Starting Late (with the Right Marketing Strategies) Can Be an Advantage for Influencers Session Description: Dave Hollis left his job as the Head of Sales at Disney to work with his wife Rachel Hollis, best-selling author of Girl, Wash Your Face. In the past eighteen months they have sold out products, stages, and created a seven-figure documentary that is available on Amazon. Here’s what’s working for Dave in business right now, what’s not working, and how he and Rachel have created a healthy collaborative business relationship.
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https://training.com.ve/ Tell us how you decided to leave your job as an executive at Disney and go all in on your wife, Rachel Hollis’ brand? Throughout my career I’ve had the benefit of incredible timing. I started at Century Fox and worked on X-Files and launched That 70’s Show, I worked for Columbia Records and helped them promote Destiny’s Child. Coming into Disney, I became the Head of Sales for the movie business a year after they acquired Pixar. But, there was something in me that wanted to be challenged without the strength of the brand helping the success of sales.
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At the same time, my wife had spent fifteen years of time building something that would have her at the tipping point at what would become the past eighteen months of our life.
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I had this existential crisis that allowed me to come in and partner with her. Her creative vision is what has fueled all of this, and I took over the operations of the business. Of course, it was scary because I was asking myself, “What is my why?” If you’re not waking up on fire for the thing that you’re marketing, you’ll get to a point where it’s not worth doing what you need to do.
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My greatest fear is not living up to my potential. I saw the opportunity of something we could build together, and that lit me up.
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It took us a year to sell 800 tickets initially and we just sold a 7,000 person stadium in two and a half hours. We’ve always had confidence in the product, the vision, and the why.
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How did you go through the onboarding process of working with a spouse? We’re still working through it, and it’s been ten months. Each month is better and better. It’s never been bad, but it’s been a learning experience. There were fifteen years of sweat equity that had been put into this from Rachel, and the decision to give away that CEO position is not easy. We are taking off because of the hard work Rachel has put in and she is entirely the reason for this success. I also come from a corporate background, and I’m used to having people immediately fix things and have an informed recommendation of what to do 472
https://training.com.ve/ to solve any problems. Now our team of twenty-two doesn’t have the benefit of analysts or all of these extra people. I initially walked in thinking that what had worked in the corporate world would work in this one. That wasn’t even close to true. Here, I have to learn how to do every single thing. I’m unlearning twenty years of muscle memory. If you’re operating in a business and you can’t do every job of every employee, that is where you are going to have problems in your business.
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How did you learn how to work together?
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We have become undeniably comfortable with how our personalities intersect. We understand each others’ love languages and how our wiring determines how we should communicate with each other. There is a power of creating frequency of very direct conversation when something isn’t going well in a relationship to cut it off immediately. At the start of this, these conversations were regular. We had to choose, what is more important: the mission we are on or our pride? The mission or pent up resentment?
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We went out to celebrate on the night that Girl, Wash Your Face sold a million copies, and we went to our favorite restaurant. At that dinner, we were having a real-time business problem with decisions that I had made about sourcing product for our journals. Our journals were all messed up in how they were getting shipped to customers. We processed that conversation while a waiter was asking us what we wanted for dinner. Our willingness to disrupt celebration for the benefit of fixing a problem, maturely and directly, is what is making our brand work so well. You just wrote your first book, where did the idea come from? I was a skeptic to personal development a few years ago. I had a limiting belief that self help is for broken people. The idea of me preaching to people to reach for their dreams was an inauthentic representation of who I am and the journey I’ve had. The change has been being really comfortable with being authentic and transparent about who I am. I still have to use extrinsic motivation to light my intrinsic motivation. I identify and admit all of the things that I believe get in my way and expose myself to 473
https://training.com.ve/ strangers on the regular all in the hope of helping somebody. The difference in how I step into this space is as a person who is struggling to figure this out, not the person who has it all figured out. It’s the authenticity of running a business with my wife, raising our kids, and doing it publicly. What’s something that you feel like is working really well for you?
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The business is working. We’ve tried to be intentional with how we’re bringing products and supplementing product with massive amounts of value to create the type of momentum that creates the engagement and traction that we’re seeing.
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We finished last year with 90 days of free content. Social posts, Facebook Lives, podcasts, etc. We knew that coming to the new year we were bringing the documentary to movie theaters to give the feeling of what it was like to be at the live event. Driving people to that experience was an ask from her fan base all based off of a campaign we ran all year: New Year, Do You.
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It was not intentional that after the credits we showed a free coaching session from Rachel. We had 9,000 students sign up for our first coaching session. In the coaching we talked about her upcoming conference. The conference sold out. Stack, stack, stack, stack.
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Every interaction you have with your customers is like going to the bank, either you’re depositing or withdrawing. You want to have the largest equity with the customer that you can have. What’s not working right now? We’re struggling right now to turn off. The things we said yes to 18 months ago are reflected in our calendar right now. We operated out of a scarcity mentality and we rushed into a lot of deals we wouldn’t agree to now. We are in a completely different mindset now with how we evaluate who we want to be in partnerships with. We’re learning how to say “no.”
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https://training.com.ve/ What are two things you’d tell somebody who is about to build a new brand? The first is, if you’re not asking “How can I create a relationship that is value centered?” you will not be valued and they will not be your customer. On our podcast, we have five episodes for the first five chapters of Girl, Wash Your Face. For people who can’t afford the journal, we have Rachel explain exactly how to use it so they can use any piece of paper to do the same journal practices.
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If you are delivering value on the regular, your customer will associate value with you—and it’s going to take time. It took her fifteen years to get this much support.
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The second is, the biggest mistake you can make is deciding what somebody else is teaching you is exactly what you need in your business. That’s not true. You know what’s best in your business. Take the things that you’ve learned that will work for your community.
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Rachel Hollis
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Founder & CCO, The Hollis Co.
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Closing Keynote: 5 Things I Wish I Would’ve Known Eight Years Ago Session Description: In her Day Two Closing Keynote, New York Times Bestselling author of Girl, Wash Your Face talks about the five lessons that would have catalyzed the growth of her business and helped her find peace of mind as she was at the start of her entrepreneurial journey. She’ll talk about the reason she’s asked to give closing keynote speeches now and give the truth as to why you’re not the one on that stage (yet!).
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https://training.com.ve/ If you’re not where you want to be, it’s because you’re not ready. I’ve always wanted to be a published, successful author. A decade ago I was frustrated that I wasn’t one. I had this chip on my shoulder that I knew everything and it was THEM (publishers) that weren’t believing in me and not the other way around.
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The truth is, I wasn’t ready to be a published, successful author. I couldn’t pull off what I am now. Even though I still feel like I’m building an airplane as it’s flying through the air, I’m much more prepared and capable of building this airplane now than I was a decade ago.
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If you don’t have the success that you want, it’s simply because you aren’t ready for it yet. And it’s not a bad thing. There is power in not being ready... yet.
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Yet is the promise. Yet means something can happen. Yet means that you can take the tools that you’ve learned at T&C and make something special happen. But first, you have to change your mindset and understand that it will take time. And if you’re not okay with it taking time, then you don’t deserve to be successful.
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I was the problem.
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You need at least 2 years to build whatever it is that you want to build. If you have the patience to live through these 2 years and to grow yourself into the person who CAN handle the success, you’ll be one of the people who make it.
Every single problem in a business is the result of the person at the top, either because you don’t have the skills or knowledge to get the company to the next level or you put people in a position of power that are not the right fit. I never wanted to admit that I didn’t know what I was doing when it came to business. For the longest time, I hovered right underneath a one million dollar revenue because I was scared. There is a psychology behind why we hover at big money milestones. We feel like we’re not enough to be the person that makes that much money. 477
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We all have our own brand of not enough. I usually speak to women and women really live in this feeling of not enough, but guys have it to. We come up with our version of not enough and use it as the reason for why we’re not where we want to be. My personal brand of not enough is that I wasn’t smart enough. I believed that I wasn’t smart enough to have a successful business that I signed up for Harvard Business school online. Guess what I learned? How to get A’s on tests. Guess what I didn’t learn? How to run a business.
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I quit and figured out, the way to learn how to run a business today is to go online and attend conferences. Find every free or inexpensive resource that will teach you everything that you want to know. I’ll talk more about this later.
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Don’t believe the hype.
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I hate the term “Fake it until you make it.” There are so many people obsessing over their Instagram followers. I promise you, you are obsessing over influencers who have one million followers and are totally broke. Your followers don’t mean anything. What you can do with followers means something.
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It doesn’t matter if you have the largest platform in the world, if you can’t do anything with it then you’re broke.
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If you want to be successful, you have to keep your eyes on your own paper. Stop looking at what she is doing or what they are doing. We keep thinking we need to do what everyone else is doing but it not only confuses us— it distracts us from what’s working in our business because we’re so busy focused on what is working for everybody else. Every single time we compare ourselves, we are robbing ourselves of motivation, slowing down our timeline, and taking our eyes off of the thing that actually works. Don’t believe the hype—DO YOU! It’s not about you, it’s about your customer. 478
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If your social platforms aren’t scaling, there is a simple solution. Stop making content that is centered around you and start making content centered around your customer. When I flipped my business in this way, everything exploded. Now every piece of content that I make is directly for her (my customer avatar).
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For example, I posted a picture of my stretch marks in 2015 and it went viral. Why? That picture was posted so that my customer avatar felt seen. She’s a mom, she has stretch marks and now—because of me—she felt seen. And she wasn’t the only one.
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Our customer’s don’t care that we are launching a new product. They care about how we are serving them. How do I make this for them? How do I serve them? How do I show up for them?
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Jab, jab, jab x 150 and then right hook. What’s the right hook? Find the question that you have been asked 25+ times and then create a product around it.
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It’s not who you know, it’s what you know and how badly you want to know it.
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Why am I on this stage instead of the others who want to be in my place? I’m on this stage because I wanted it more. I can’t tell you how many times life has kicked the crap out of me in the last fifteen years and yet, I’m still here.
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Every single thing that I know, I taught myself using free books and Google search. Still, to this day, I know that I can figure anything out and… I will ALWAYS figure it out. I have never taken a writing class. I learned to write by reading other people’s work and being willing to suck along the way. Most of you won’t try to learn new things because you’re afraid you’re going to suck. Well, you are going to suck. Every time you try something new you’re going to be awful. Do you have so much pride that you’re not willing to be awful? Last year my company grew by 500%. All from a girl with a high school diploma.
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https://training.com.ve/ “Be so good, they can’t ignore you.” —Steve Martin Eight years ago, I told myself “Put your head down and do the work.” I put my head down and I kept coming back again and again no matter how much life kicked me back down. I realized that the only thing that couldn’t be taken away from me is my effort to learn what I needed to know and my willingness to work for it. Everything you want to do exists on the Internet for free. Your ignorance is a choice.
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“If it was easy, everyone would do it.”
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You know what to do, you just don’t want to do it because it’s hard. But guess what? If you want to live a life that is bigger, better, and more impactful than other people, you’re going to have to do the grunt work in a way that they won’t.
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Show up for your life.
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This is not easy work. We aren’t trying to build something small. You are going to fail again, and again, and again. And you are going to stand back up because the difference between where you are and where you want to be is your willingness to keep fighting for it.
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Chris Mercer
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Co-Founder, MeasurementMarketing.io
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7 Numbers for Marketers Who Hate Numbers (What They Mean, What to Do With Them, and Why Facebook & Google Never Agree On Them) Session Description: Not a numbers person? We get it! But, knowing your numbers is still a must for any marketer. Fortunately, there are shortcuts you can take. Join Mercer from MeasurementMarketing. io, for this interactive, easy-to-follow session and leave knowing exactly which numbers you must know and how to use them to really move the needle! You’ll never look at your numbers the same way again...
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https://training.com.ve/ The Measurement Marketing Framework Step #1: Planning • What questions do I need to ask? • What am I going to do with those answers? • What is that going to look like in a report? Step #2: Building
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• Setting up the analytics on your website and social platforms • Analytics • Google Tag Manager
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Step #4: Forecasting
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• Google Data Studios • Spreadsheets • Analytics
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Step #3: Reporting
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• When you know the numbers from your reports, you can begin to forecast • Instead of saying, “I’m going to make $10,000 next week,” You can say, “Here is how I am going to make $10,000 next week.” Step #5: Optimizing
• Measure actual traffic to see if you hit your goals or not and what you can do to hit them/increase your next goal • For example, the goal of $10,000 in a week Here’s the truth about numbers: they don’t actually matter. Here’s the truth about people: they don’t matter either. What matters to you as a measurement marketer is one thing: behaviors.
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https://training.com.ve/ Behaviors can be: • • • •
Measured Predicted Forecasted Optimized
There are 2 types of numbers to focus on (and you need to have both):
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Result Numbers:
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• How many leads? • How many transactions?
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• How did we actually get leads? • How many people saw the product details? • How many people paid for fulfillment?
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When you combine these numbers you get something special...A STORY! Your numbers desperately want to tell you a story. What does your story give you? The answers you need.
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1st Number: The Steering Wheel The 1st number is “The Steering Wheel.” It’s the number of times you can make a decision to improve your business. • How many times do you ask your numbers for their story? • This sounds weird, but your company is communicating to you through these numbers • If you listen, you’ll hear the story ;) • This number tells you if you should turn the steering wheel left or right • What direction do you need to go to in order to reach your goals?
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https://training.com.ve/ • Be prepared, some stories are great…but other stories are disappointing • As long as the story is useful, you’re getting what you want from your numbers • If you want to feel confused, frustrated and overwhelmed, swan-dive into your analytics without a question • If you DON’T want to feel like this, go in with a question first • This makes the stories more simple and obvious • For example, “How many purchases did I have last week and how did the breakdown of my funnel work?”
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2nd Number: The Success Ticket
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The 2nd number is “The Success Ticket.” It’s the number of different ways you can get your win (woo hoo!). • How many paths to success do you have?
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3rd Number: The Crystal Ball
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The 3rd number is “The Crystal Ball.” It’s the number that measures confidence and helps you achieve your goals.
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• It gives your “gut instinct” a say • It will help you predict your most likely future result • For example, let’s say your goal is $10,000 in X timeline • You have 3 funnels. Funnel A generates $3,000, Funnel B generates $2,000 and Funnel C generates $5,000 • On a scale of 1-9 how confident are you that this is going to really happen? • Funnel A? 60% chance it happens • Funnel B? 40% chance it happens • Funnel C? 90% chance it happens • Now, multiply “confidence” by how much money each funnel generates • Funnel A: $3,000 x 60% = 1,800 • Funnel B: $2,000 x 40% = 800 • Funnel C: $5,000 x 90%= $4,500 484
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4th Number: The Needy Number
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• Total: $7,100 • You’re not going to meet your goal BUT you can create more paths to success that help you reach it • Ask yourself, “What other paths of success can I add to each funnel to help me hit the $10,000 mark?” • Funnel A: $5,500 x 40% = $2,200 • Ask yourself, “How do I get from $3,000 to $5,500? • Funnel B: $3,500 x 80% = $2,800 • Funnel C: $9,000 x 60% = $5,400 • Total: $10,400 • This forces you to think about your company and the actions you can take to get results in a completely new way
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Let’s say you have this flow:
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The 4th number is “The Needy Number,” also known as your KPIs.
The opt-in rate for 1,000 viewers is 25%. Of those 25%, 10% take the offer. And of those 10%, 20% purchase. This gives us a conversion rate of 0.5%. 485
https://training.com.ve/ What’s the KPI here (what number needs the most help)? The 20% purchase. Let’s say we’re able to bump the conversion rate up to 2%. Now what do we do? Go scale!...no. We ask, why is this working?
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Imagine our numbers now look like this:
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This audience should be 25-35% on the opt-in, but we only have 10%. We need to widen up our opt-in because we’re missing a lot of leads there. Now, let’s say our numbers look like this:
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Now, we have something that we can scale because our “needy” number is the amount of traffic we’re bringing in. If we bring in more traffic, we know exactly what is going to happen and what our conversion rate will be.
5th Number: The Treasure Map
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The 5th number is “The Treasure Map,” It measures how your customers know, like and trust you.
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• It’s how you get to the goal you are looking to reach • There are 3 segments to this number: • Aware › People know who you are • Engage › People like you • Close › People trust you • Measure out what each segment means for you by behavior • What is a behavior that somebody who knew about my brand would leave behind? • What is the behavior somebody who likes me would leave behind? • What is the behavior somebody who trusts me would leave behind? • Now you can forecast out what is going to happen next week 487
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One of the main benefits of Facebook Analytics can be used with this number. For example, an awareness behavior would be people coming on to a Facebook page. Now, use Tag Manager to tag anybody who lands on your page and stays on the page for 10 seconds. Have Tag Manager tell Facebook that they need to be considered segmented as “exposed.” Anybody who stays on the page for longer than 10 seconds gets segmented into “aware.” If these users scroll down to the halfway point of the landing page within X amount of minutes (so we know they aren’t skimming, they’re reading and thinking about what they’re seeing) they are now segmented as “engaged.” These are the people we want to retarget to. Then, they become a lead and then, they can become buyers. Facebook Analytics can tell you how the funnel did and tell you the conversion rate.
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6th Number: The Seedling
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The 6th number is “The Seedling.” This is how much it costs to “grow” a customer (also can be called your CPA).
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• How much did you spend divided by how many people purchased is how much it costs you to “grow” a customer.
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7th Number: The Fruit
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The 7th number is “The Fruit.” It’s measuring how much you’re getting back and when you’re getting it back (also known as velocity of return (VOR)). This is our version of the customer lifetime value (LTV). In Google Analytics, you can use a custom dimension. When a user becomes a lead, we log that as Day 0 and then track the velocity of return throughout our interaction with them. Let’s assume it costs us $15,000 to get the below result. Is it a good result or a bad result? Even though it’s profitable, we have to risk our money in Facebook’s hands for 60 days before we get our money back. 489
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If we spent $5,000 to get the same result, is this a good buy? Yes, because we only give Facebook our money for 30 days instead sixty.
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https://training.com.ve/ Bonus Number: The Leash The Bonus Number: “The Leash.” It connects Facebook and Google together and is your attribution window (every ad platform has this). By default, attribution determines how Facebook measures actions that result from your ads. Essentially this is Facebook and Google taking credit for the conversion. It’s a setting that comes with defaults but can (and should!) be adjusted.
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Let’s say you have a Facebook to Google to purchase path. Each platform is going to tell you they were the one that created the purchase, which will make you double up on how many purchases you actually had.
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Facebook’s default attribution window is 28 days and Google’s is 6 months. So if you get a purchase through this pipeline within a 28-day span, Facebook and Google are going to take credit for the sale. Any purchase past 28 days and under 6 months, is going to be attributed to Google.
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The fix for this is to measure each platform’s goal. For example, Facebook’s goal may be to create awareness, not closing. But Google’s will be to make the final close.
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Now you can adjust the attribution window depending on the job of the platform. For example, it doesn’t take 28 days for you to get awareness via Facebook, so you can narrow down the attribution to 7 days and get the correct number. Let your numbers tell you the story of your pipeline so you can plan, build, report, forecast, and optimize your customer journey.
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Natasha Takahashi
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Co-Founder & CMO, School of Bots
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The 6-Step Chatbot Campaign Formula That Will Double Your Traffic and Conversions Session Description: More than 2 billion messages are exchanged on Facebook Messenger between businesses and users every single month. If you aren’t taking advantage of Messenger as a communication, marketing, and sales channel for your business, you’re missing out big-time. Co-founder Natasha Takahashi will share the 6-step Messenger bot campaign formula that has generated predictable, consistent results for 90+ clients (including a $48,000 product launch in 14 days with a bot and no paid ads.) You’ll be ready to create a high-converting chatbot campaign IMMEDIATELY and walk away with an actionable formula for your business.
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https://training.com.ve/ There are 1.4 billion users on Facebook Messenger, and 2 billion messages are sent between businesses and Facebook users every month. Consumer Trends x Chatbots • Consumers hate fluffy content • Consumers want to engage • Consumers want convenience, relatability, and cleverness
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Step One: Generate Traffic from An Entry Point
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The 6-Step Chatbot Campaign Formula
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An entry point is all of the places that prospects can opt-in to receive messages from your Chatbot.
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Users can opt-in through a Facebook Post
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• Users comment under the Facebook post to receive a message from that Facebook page • As a marketer or business, make sure you are explicitly telling users they will receive a message from your page if they comment below • This is part of Facebook’s policy
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Users Can Click to Receive a Messenger Message • When you click on a Facebook ad button, it usually takes you to the business’s website • This click option sends the user a Messenger message instead Users Can Be Shown A Sponsored Message • Designed for reengaging an audience or for uploaded lists • Don’t use for cold traffic
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https://training.com.ve/ Users Can Be Messaged as Part of Your Existing List • If the user is already on your email list, they can be uploaded to Facebook and nurtured through Messenger • Use this as a way to reengage users with offers the same way you would send an email to an email list Users Can Click an Opt-in Button
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• The button acts just as an email form opt-in button • The button can say, “Send to Messenger,” “Receive X Freebie,” etc. • ManyChat has this feature integrated
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Users Can Talk with A Website Widget/Plugin
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• The widget/plugin lives in the bottom left or right corner of your website • It delivers an automated message to website users • It will notify a customer support associate if the user asks a question too complicated for the chatbot to answer • Gives the user the option to send a transcription of the conversation Step Two: Value Exchange or Promise of Value
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• Offer something of value to the audience in return for being able to message them on Messenger • For example, A free PDF, being able to join a 3-day challenge, etc. • Hack: Repurpose existing content • Be very clear when instructing the user what action you want them to take Step Three: Capture Additional Contact Details You don’t own your Messenger list so it’s very important to control as many touch points as possible. Bots can be shut down and you would lose access to the list you’ve spent time and money building (no!!!).
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• Motivate them to give you their email address by giving them: • A gift or freebie • Saying, “In order to sign up for freebie X, I need your email address so I can send you it.” • Get their phone number (if it’s useful for you) • Get them to segment themselves • For example, a real estate company wants to know “Do you want to buy a home or sell a home?” • Tools like Zapier will send that information to your email marketing platform of choice, CRM and SMS text platform
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Step Four: Another Value Exchange and Organic Referral
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Offer an exclusive piece of content and then place a “share” button for them to share the content with their friends.
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• Viral Loops is a tool that lets you track this data • People tend to share this content with more than one friend
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Introduce the product offer and be ready to follow up Use urgency if necessary Include social proof For the people who buy: Great For the people who don’t buy create a bot to human hand off • Have a customer support member join the conversation and answer all of the questions that are making the prospect hesitate on purchasing • If they purchase: Great • If they don’t purchase: Continue to nurture them
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• • • • •
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Step Five: Introduce the Offer and Follow Up
Follow the 24 + 1 Facebook Policy • This is Facebook Messenger’s policy to keep you from spamming users • As soon as a user interacts with a chatbot there is a 24 hour timer where 495
https://training.com.ve/ they can only receive 4 promotional messages • You can send non-promotional messages with freebies, content, etc. • If they continue to ignore the chatbot (even if they opened the message), Facebook stops you from messaging them Step Six: Nurture Buyers and Prospects
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• Continue to create opportunities to continue the user’s conversation with your chatbot • Ask if you can notify them the next time you have a challenge, new content, new video, etc. • Use steps 1-4 to re-engage them
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Michael King
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Founder, LASIK Marketing Agency
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[CASE STUDY] Learn the AdWords Strategies Our Two Agencies Deployed to Increase a Single Client’s Revenue by $1.3MM in 10 months Session Description: Michael King gives a behind the scenes look at the simple 5-step full funnel strategy his agency used to increase one client’s overall conversions by 79%. You’ll also learn how you can take this strategy to create your own predictable traffic system so you too can land more high-ticket retainer clients.
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https://training.com.ve/ The most important thing you can do for your clients is to create a predictable way to get sales. We do this by looking at the FULL customer journey so we can better convert prospects into cash. Let’s say we were going to go on a fishing trip. The 5 steps of the fishing trip would be to:
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1. Plan the trip 2. Get the gear 3. Hire a guide 4. Catch fish 5. Process the fish
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How is business like fishing? The Customer Value Journey:
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• Plan the trip: Plan how you are going to bring the customer through the journey • Get the gear: Get your conversion assets ready so you can get the fish in the boat • Hire a guide: Hire experts in areas that you aren’t • Catch a fish: Create the offer • Process the fish: Process prospects to get them to opt-in/make an appointment/come in for a consultation/etc. In this session, we’re going to use the case study of a Lasik eye surgery business. Step 1: Plan the Trip Planning your fishing trip in the marketing world is equal to researching your customer avatar and learning everything you’ll need to successfully “catch” them in the wild (aka Google).
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https://training.com.ve/ Must Use Tools for Researching Your Customer Avatar: • Customer Avatar Worksheet • Before and After Grid • Customer Value Journey Must Use Resources for Learning How to Catch Them:
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Let’s Build a Profitable Traffic System Let’s Build a Predictable Selling System How to Convert a High Converting Homepage How to Build an SEO Magnet Content Marketing Specialist Certification SEO Specialist Certification Optimization Specialist Certification Acquisition Specialist Certification All of these resources are available through DigitalMarketer Lab ELITE
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Useful Tools:
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Now, we can figure out what the customer avatar is searching for. For example, how often are people searching for “Lasik” and what keywords are associated with it? In this case, the most commonly searched term was “Lasik cost.”
SEMRush.com • Use the Keyword Magic Tool to see data about the top 25% searches of “Lasik” • This tells you exactly what your customer is searching for • Now you can tailor ads, landing page(s), and content around that search term HotJar.com or TruConversion.com • Use heat mapping to see how opt-ins are performing • In this case, the opt-in is a form that tells website users how much it costs for them to get Lasik surgery 499
https://training.com.ve/ Buzzsumo.com and Answerthepublic.com • Can also be used to find out what people are searching for related to your topic Step 2: Get the Gear The gear of the online marketing world is your website and everything that it gives and tells a user. Make sure to use Google Tag Manager to track the analytics of your website.
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Your website is where you cast your bait.
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For example, the bait for the Lasik surgery website is a 60-second self ran test that tells people if they are a candidate for Lasik eye surgery. Directly after the test, we ask the user, “Which of these options is holding you back from coming in for a consultation?”
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Depending on their answer, we’ll show them a video that follows up with that particular concern.
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For the pricing opt-in mentioned in the above section, we have users fill out a form with their first name, last name, and phone number to receive their pricing information.
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We have an online scheduler that lets users schedule a consultation appointment. This works so well because there isn’t any friction involved in the lead scheduling their consultation. If the user can’t find a time that works for them, have a customer service representative contact them within 15 minutes to find a time that works. • Think of the customer service representative as the net that you keep around to help get the fish in the boat when you’re having trouble pulling it by the hook Your opt-ins need to be extremely simple and straightforward. Choose 1 action that you want the user to take and point all of your call to actions to it. Whatever you’re doing to enable opt-ins should have a thank you video. Below the video give the lead an opportunity to access more information. 500
https://training.com.ve/ • For example, “Ultimate Guide to Lasik Eye Surgery” or competitor comparisons that include reviews, pricing, and the technology used Step 3: Find Your Guide Who has the ability to produce a result in something you’re not good at? For example:
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• PPC ads • Copywriting • Funnel design
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Websavy.com • Website development and design
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Our Partners:
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Recommended DigitalMarketer Resources:
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Five Point Paid Ad Audit 12 Proven Tricks To Get More Clicks With Google Adwords 15 Point Landing Page Audit Step 4: Catch Some Fish
Here were the results of this case study: • • • •
$257,000 spent on Google Ads 7,613 conversions 4.37 CTR $8.40 average cost per click
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https://training.com.ve/ Suggested Data Collection Resource: Datastudio Reports • See the different conversion assets and how they are performing For example:
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• 3,578 Lasik self-tests • 718 self-scheduler • 843 converting from pricing opt-in
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When you know these numbers, you know where to push. You don’t leave anything on the table for the competition.
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Smart Bidding vs. Manual Bidding
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Look inside of Auction Insights to see how your competitors are ranking and performing in comparison to you.
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Increased client conversions by 28% Conversion rate by 2% Impressions by 21% BUT the CPA increased If 25-30% of all of these leads convert, the increased price doesn’t matter
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Key Takeaways from Smart Bidding Experiments: 1. Test targets CPAs Smart Bidding Strategies vs Manual Bidding • Ask yourself, “In our market for the product we’re selling, which works better?” 2. Try different CPA targets 3. Test Maximize Conversion Smart Bidding vs. Manual Bidding • Then test Maximum Clicks 502
https://training.com.ve/ 4. Test Ad Formatting Tests • This gives Google the opportunity to test and optimize the ad copy for you Always test and tinker. Step 5: Process the Fish
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This is where the majority of agencies stop their work and this is where they lose their money. The advantage of focusing on 1 niche is that you’re able to follow through the entire journey and become a master of this customer avatar.
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Get 5-star reviews when the customer is the most euphoric about the product. For example, the first week after their Lasik eye surgery. Those reviews then feed back into your Customer Value Journey and help you continue to get more leads.
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Sally Hogshead
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CEO, How To Fascinate
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OPENING KEYNOTE - The $5,000 Word Session Description: A few years ago, Sally was flat broke and struggling to pay the mortgage. But then, she discovered the $5,000 word. Once you know this one word, you can fascinate anyone, anywhere.
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https://training.com.ve/ How do people see you as an individual and your company as a brand? Words change perceived value because they define what makes you different.
They are irresistible They are intellectually impossible to ignore They are memorable They are valuable They are rare They are different
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What qualities make you fascinating?
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What do fascinating things have in common?
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Traffic and conversions are meaningless if you don’t first fascinate the audience. To have a long-term customer relationship you need to fascinate them.
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For example, the liquor brand Jägermeister. They were making the mistake of trying to be better instead of different. We made a focus group to see how the consumer saw Jägermeister as being different than other liquors. We found that Jägermeister wasn’t selling on the basis of price, convenience, or taste. It wins in difference by being a toxic experience.
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If you can identify the one word that makes you and your business exponentially more valuable than the others, you can position all of your branding around that word. What’s the thing in you that gets people to want to work with you more than anything? Polarize and attract your ideal customer. For example, I used to position myself as branding. Now, I position myself as fascinating, and my speaking fee has increased by $5,000 without changing anything else about my business.
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https://training.com.ve/ Words That Are Not Fascinating: • Unique • Trusted • Authentic What is that word for you? There are seven ways that people fascinate:
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1. Innovation 2. Passion 3. Power 4. Prestige 5. Trust 6. Mystique 7. Alert
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The adjectives in this archetype are what you use to brand yourself. Those are your $5,000 words.
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https://training.com.ve/ For example, Ryan Deiss is a Maestro: • He is ambitious • He is focused • He is confident This archetype is what brands you as an individual and your company. It’s what allows you to charge more for the same products.
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It’s good to be better, but it’s better to be different.
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Brett Curry
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CEO, OMG Commerce
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3 Google Ads Superpowers that Give eCommerce Companies an Unfair Advantage Session Description: Learn how to scale with YouTube ads that give you brand lift and increase product sales now. Uncover new Google Shopping hacks to give you greater reach and higher returns. And harness next-level remarking tactics to immediately convert more sales. If you aren’t leveraging these 3 super powers, you’re leaving money on the table.
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https://training.com.ve/ Super Power #1: Achieving Scale with YouTube The key to scaling on YouTube is having the right video, the right audience, and the right campaign. This is part of your top of the funnel strategy. Key to Scaling on YouTube #1: The Right Video In a skippable world, you have to earn attention. Video Template #1: The Manifesto
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Start by telling the viewer they’re going about the problem (that your product solves) wrong. Or you can talk about how competing products have missed the mark. You’re not blaming the consumer, you’re blaming an external source for their pain point.
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For example, The Squatty Potty uses The Manifesto strategy.
Video Template #2: Testimonial Sandwich To get customers who aren’t customers, ask them a lot of questions and make their answers sound more natural through the edit. 509
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1. Testimonial opens as the hook 2. Transition into a product demo 3. Testimonial close with a call to action
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Video Template #3: Pitchman Demo
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This is a mini-infomercial that can be extremely effective. For this demo, you don’t need to use every element of the template. Just use the elements that fit your brand. 1. Open with the problem the product solves 2. Give an over-the-top demo • The product is doing something so crazy it makes you say, “This is so awesome, I have to have this” 3. Transition into the practical demo 4. Show an endorsement • Credibility booster 5. “But wait, there’s more!” close
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Key to Scaling on YouTube #2: The Right Audience
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Custom Intent Audiences
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On YouTube, who can you target? We can build searches off of keywords that people have searched on Google.
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You can take somebody who searched for “best mattress” on Google and target them with a YouTube Ad for your mattresses.
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• To find keywords, look at the keywords in the auto-fill menu of Google search Custom Affinity Audiences What if you could target visitors that visited your competitor’s website? The closest option is the custom affinity audience. • You can target people who have visited another website • For a skincare brand, we’ve built audiences around other skincare brands
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Here’s how to do this:
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Key to Scaling on YouTube #3: The Right Campaign Structure
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It looks like this:
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The best campaign type for cold audiences and retargeted audiences is the TrueView for Action Campaign.
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This campaign allows for target CPA bidding.
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• Needs up to 2 weeks for the smart bidder to dial in • You’ll need to weather a CPA 2-3x your goal for the first several weeks • Remember: This is much different than Facebook. With Facebook, you build ad sets and if an ad set has too high of a CPA you kill the ad. Here, you want your CPA to be higher than you want it to be • As long as you’re getting conversions, keep the ad active • Be prepared to spend $1,000 a day or more for testing
Super Power #2: Maximizing Reach & Returns With Search & Shopping Ads This is part of your mid-funnel strategy. Search: What if you could get feedback on your copy from machine learning? This is a Responsive Search Ad. Put 15 sets of copy into Google’s Responsive Search Ad platform and Google with mix and match based on someone’s search query and build the best ad for them.
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It looks like this:
There is also the option of New Expanded Text Ads (ETAs). In comparison to Responsive Search Ads, ETAs have: • 3 (30) character headlines instead of 2 515
https://training.com.ve/ • 2 (90) character descriptions instead of 1 • Same extensions And in comparison, ETAs are doing better than Responsive Search Ads. They currently have: 1. Better CTRs 2. Higher Search Impression Share
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ETAs Look Like This:
Remember: YOU MUST TEST! Shopping: Showcase Shopping Ads You can use these as ads to go higher in the funnel than other shopping ads. • Ads for someone making “category” searches rather than specific searches • For example, summer dresses, running shoes, handmade bracelets, etc. 516
https://training.com.ve/ • They can shop through the category and stay on Google • Only when they click on a product do they go to your website What to expect from Showcase Shopping Ads: • ROAS lower than standard shopping • 20%-90% lower ROAS Top Secret Google Shopping Hack! The Maximize Clicks Bidding Hack:
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• Maximize clicks is Google’s setting to maximize clicks • Bids can be as high as $100 CPC • The hack is to set your campaign to “maximize clicks” but put an artificially low ceiling on it • $0.30-$0.40 • Get lots of cheap clicks that convert, often ROAS is 2-5x your goal • Cleans up your bottom of funnel traffic
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Super Power #3: Converting More Sales with Next-Level Remarketing There are 5 campaigns to use to convert more sales with remarketing.
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Campaign #1: Branded Search Campaigns
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Reason 1: Control the SERPs • The beauty of an ad is that you can change the copy to push the offer you’re promoting right now • Running a branded search campaign gives you control of the message
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Reason 2: Keep Competitors At Bay
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Reason 3: See Your Keyword Data
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Reason 4: See Brand Lift (Brand Search Campaign)
Now, what do we do with people who viewed an ad for 30 seconds but didn’t click on the website?
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https://training.com.ve/ Campaign #2: This is the Viewed Video Campaign • Target video viewers with shopping ads • Keep showing them ads until they click on your website and put them on a remarketing campaign • If they buy, they go on your customer list Campaign #3: Gmail Remarketing Ads
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Gmail remarketing ads look like a regular email. If you click the ad, they look like this:
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https://training.com.ve/ Add the best performing video ads to these campaigns. The results: • 356 conversions • $17.20 CPC Campaign #4: Bought X, Not Y Campaigns
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This is for customers who have bought a product but not the complementary product that goes with it. For example, they bought a guitar and not a guitar case.
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Campaign #5: Reorder Campaigns
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Reorder campaigns launch depending on how often a customer needs to buy a product.
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• When should someone reorder your product? • Target them just before they should reorder • For example, if the reorder is every 60 days build a 45-day audience and a 60-day audience • Target the 60-day audience and exclude the 45-day audience
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Amanda Powell
Acquisitions Manager, DigitalMarketer
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How DigitalMarketer Increased Organic Trials by 71% in 12 Months Through Redesigns, Algorithm Updates, and Technical Issues Session Description: 2018 was the year where everything changed on paid media and when DigitalMarketer FINALLY took organic seriously. As a team, we made several decisions last year we knew would destroy our organic and paid traffic (like site redesigns, large scale redirects, and slashing our paid budget). After some major restructuring, we’re now seeing continued growth in organic trials and traffic, and our paid campaigns are more stable and relevant than they’ve ever been (at a fraction of the cost). In this session, Amanda will give you an in-depth look into what we are doing, and why it’s working. 522
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One year ago, DigitalMarketer hired me on to redesign, optimize and make the Google bots fall in love with our website. We had to do a lot to get DigitalMarketer’s SEO where it is today.
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Our biggest takeaway from all of these successes was a pattern that kept showing up, over and over again. Organic traffic and paid traffic were linked to each other and paid traffic was helping our organic reach.
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When we’re talking about SEO, organic and paid acquisition are partners. If you’re running a Google Ad for a keyword that is not ranking organically and the user clicks on your website, you just created brand awareness. Let’s say the same user Googles something related to the next day and organically finds your website. They choose to click on your website because of yesterday’s experience. This is the partnership of organic and paid acquisition. In order to fix the organic traffic problems DM initially had when I was first hired, we had to accept that first we’d need to fail. Our SEO was going to tank and we were going to lose some of that traffic temporarily to gain more in the future.
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https://training.com.ve/ Here’s what we did.
Step #1: Reindex Landing Pages and Post 1 Blog Article Per Week When I started at DigitalMarketer, we didn’t have product pages, only landing pages. Our landing pages were our sales pages, but from an SEO perspective, this isn’t a good thing. Landing pages aren’t optimized for SEO, they’re optimized to sell, which meant that the Google bots weren’t interested in ranking us.
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We needed customers to see what we sold but we also needed the SEO bots to let us show them by ranking us on the search pages. So we started posting 1 blog post a week to boost SEO-friendly content.
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Step #2: Switch To HTTPS
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We redesigned the DigitalMarketer website and switched from HTTP to HTTPS to better our reputation with the Google bots. The website redesign included: creating product pages, showing information on the products, and restructuring our URLs.
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For example, our blog didn’t have a blog folder. It was a segment in Google Analytics with fifty different exclusions. For six months, our main focus was restructuring all of the URLs for every blog published on DM (over 600) and putting them into the blog folder. Google, not liking change, decreased our SEO even further but again—we knew it was a marathon, not a sprint. We kept our pace, knowing that we had a long way ahead, and thought that everything was going pretty well. Then, a month and a half later we found out that the website had reverted from HTTPS to HTTP, essentially duplicating itself as the HTTP version. Now we had 3 problems: • We had 2 websites 524
https://training.com.ve/ • Google doesn’t like duplicate websites • Our traffic was split between the 2 websites
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In hindsight, I easily could have solved this problem right away using the tool DeepCrawl. It’s my favorite tool for technical SEO—it crawls your website, feeds you all of the URLs on your website, and gives you a list of any pages with a 400 error, meta descriptions, title tags, etc. Because our site launch went off without a hitch, I had thought we were fine. I was only crawling the HTTPS version of our website, assuming that the HTTP version didn’t exist. I easily could have clicked on the option to let me crawl HTTP just to check. Let me learn this lesson for you...always crawl the HTTPS and HTTP just in case.
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Once we situated this problem, the website crashed and the cache crashed 2 weeks later, slowing down our website. On top of that, we got a notification from Google Search Console that Google was going to start indexing with the Mobile First Update (instead of indexing desktop versions of websites, it’s only ranking mobile versions of websites). Everything had to be optimized for mobile immediately.
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Eventually we got out of our SEO storm, with time and patience, and our SEO improved from an E to a C! It was happening, we were finally moving up.
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While Google tried to figure out where we re-ranked in the SEO results, we needed to increase our brand awareness, audience growth, and lead growth. In the summer our goals were: • More trials • More Certified Partners • Audience growth And we planned to do it by: • Push straight to trial • Cold prospecting 525
https://training.com.ve/ • Grow audience with expanded geo-targeting Then, we came to our senses. These strategies only thought about DigitalMarketer’s bottom line—not how to provide value and create brand ambassadors. Our goals shifted to:
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• Allow interaction with brand (TOFU campaigns) • Provide valuable lead magnets and ask thoughtful questions • Expand audience within supported market
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Essentially, we focused more on top-of-funnel content and moved our products to the middle of the funnel. In order to support organic traffic, we needed paid traffic to drive people to our content, NOT our products.
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We turned every lead magnet into a blog post so people didn’t need to give us their email to get value from the DigitalMarketer website. Then, we started working with the video team and we started to brand our ads. Our new website had colors, fonts, a recognizable tone of voice. Our copywriter put the same voice in sales promotions. This strategy worked incredibly well. Why? Because people started to connect with our brand. We also learned that videos seriously crush it as Facebook ads, carousels of testimonials filmed last year at T&C promoted our authority, and people really like GIFs. We also started posting videos of Ryan that we normally used only in sales pages.
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We used to see 1,000-2,000 paid sessions a day coming from our Facebook ads. Now we see 500,000. We had 188 paid sessions in 6 months from one of our videos. That’s 50% of our paid traffic coming to our website. We now get to pixel and nurture an audience of new users.
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Our core market is the US, UK, Australia, and Canada because our products are in English only (for now). We thought, if we want more trials and Certified Partners, let’s just expand to more countries to grow our audience so more people see our Facebook ads and get more trials (our main KPI at DigitalMarketer). In theory, this sounds great. Genius, honestly. We failed miserably and learned that we needed to show our ads to the right audience or else we weren’t getting qualified leads. Our ad money was going to people who had absolutely no intention of purchasing from us. So we went back to our original audience. This increased our conversion rates and we saw a drop in CPC even though we were spending less money on paid media. This is what happens when your paid media starts to coincide with your organic traffic. 527
https://training.com.ve/ Our ads started to get more social proof which increased our relevance score. Facebook started to optimize our ads and we started to get a better conversion rate. We started to use our lead magnets as retargeting campaigns and we stopped using them in top-of-funnel content. Now, when we asked people segmenting information on our forms, people were more willing to give us their information. This resulted in a 71% increase in organic trials.
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Cost/trial: Down over 50% year-over-year Doubled our leads in the last month Increased roll-over rate Paid trials +25% Organic traffic +6%
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Other Huge DM Wins:
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We learned more about our audience and created a website and marketing strategy that served them, and that’s what changed everything.
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Founder & CEO, Loud Rumor
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How to Dramatically Improve Retention and Lead Generation With 3 Moves Session Description: We’ve all heard that it’s much more costly to get new clients than it is to retain existing ones. In this session, CEO of Loud Rumor, Mike Arce is going to show you how to do both with just 3 moves! After being stuck at $500K in annual revenue for 3 years, Loud Rumor went from 42 clients to 1,200 clients after making these minor adjustments that had major impact!
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https://training.com.ve/ Three years ago, the retention rate of my agency was 42%. We measured the percentage of people who opted-in to a fourth month after their required 3 months ended. 42%: That’s not good. Today, the retention rate is 92%. We’re adding 24 new clients on a monthly basis and a record of 58 new clients every month. This is what changed.
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To try to boost our retention rate, we had to get to know our clients. We segmented them into 3 categories: “Needs Improvement,” “Doing Good,” and “Doing Great”:
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• “Needs Improvement”: Clients we didn’t think would want to sign on for the fourth month • “Doing Good”: Clients doing okay but not “case study good” with their results • “Doing Great”: Clients we MUST get a testimonial video from and create case studies around because of their results From this segmentation, we identified 3 types of customers that we had:
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The Business Guy/Girl: The person who could have owned any business and would be successful (in our case they just happen to be in fitness)
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• Hires a team to do the things she doesn’t understand • Is proficient in business strategies and development The Fitness Guy/Girl: The person who was an expert in a product or service and then decided to create a business off of it • Very difficult to work with because they don’t understand business and because they’re an expert they think they know everything The GSD Guy/Girl: The person that’s really open to learning and doing whatever you coach him into • This person can transition into the Business Guy/Girl 530
https://training.com.ve/ Business is proven to have a 100% success rate, according to people on Instagram. Off of Instagram, the truth is that fewer than 4% of businesses reach $1M in annual revenue: • 20% fail in their first year • 50% fail in their second year • 70% fail by their tenth year
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The people that hire us are statistically expected to fail every day (and not because they were short a Facebook ad). Most business owners don’t know how to recruit, hire, fire, develop, train, etc. and they end up having cash flow issues.
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When we studied these 3 types of customers, we found that there was a pattern in how they talked about leads:
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• The Business Guy/Girl: “The leads are great!” • The Fitness Guy/Girl: “The leads are crap!” • The GSD Guy/Girl: “How can I work these leads better?”
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Step #1: We Built Great Relationships with Top Clients • Visited their businesses • Got to know how they worked within their gym • Interviewed the clients 531
https://training.com.ve/ • Found out as much about them as possible • Documented what worked • You start to catch patterns that are working • Encouraged them to lead our community • We’ll talk about this in Step #3 • Built real friendships
Step #2: Created Resources & Established a Reputation of Helping & Authority
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1. Sales 2. Marketing 3. PR 4. HR 5. Retention 6. HR/Recruiting 7. Financials 8. Advertising
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We needed the clients to know how much we cared and how much we could help. We created Loud Rumor Training and this is what dramatically increased our retention rate. At Loud Rumor Training, we teach:
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Here’s what we learned:
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In order to move on to the next part of the training, they have to take a quiz and pass. If they fail the quiz, they get to try again. If they fail twice, they have to watch the video again and then they get 2 more chances to pass the quiz. The process repeats.
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• The less ideal clients would eventually leave anyway • The most ideal clients would still want it done for them
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• The GSD Guy/Girl: Binge watches videos • The Business Guy/Girl: Gets her team together to watch the videos every day • The FItness Guy/Girl: Doesn’t watch any videos We were still struggling with the Fitness Guy/Girl client. We equate them to acting like teenagers. They think they know everything and they’re only motivated to do whatever the cool kids are doing. We had to make learning cool by showing them that the “cool kids” were taking these trainings and learning. We started highlighting the “cool kid” clients who were participating in our training and getting results because of it. 533
https://training.com.ve/ This opened up great opportunities for me and 2 things happened: 1. Clients were staying and listening more 2. Prospects began coming in regularly A bonus benefit? I was able to train my team with all of this as well and it plays in my office all the time. I know this seems like a lot of work, but like fat loss pills that don’t work, there is no such thing as a quick solve.
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The reality is that this is a lot of work but because it’s a lot of work, I don’t have any competition around me.
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The good news is that the work gets easier once Step 3 kicks in.
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Step #3: Build a Community so the Resources Compound with You
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https://training.com.ve/ I no longer have to be the guy that teaches everything, I just had to create the community and let them teach each other. It all comes down to caring. I’ve been blessed with coaches that care and I know how good it feels to have them in your corner. To have a business partnership that wants you to succeed and will give you the resources to do so is such a motivator to reach for those big KPIs.
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This motivated me to open a training for agency owners, essentially creating the training that I needed five years ago. You can get a free video training on the Agency GSD website.
When you’re constantly learning, you have more to give. (RELATED: 8 Essential Strategies to Build a Thriving Customer Community) Key Takeaways: 1. Build relationships with your best clients and learn about them 2. Create incredibly valuable resources and deliver regularly 3. Build a community so the resources compound with you
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Dean Graziosi
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Founder, Dean Enterprises
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Sell Without Selling: My Secret to 800+ Online Front-End Orders Per Day, Every Day Session Description: Selling without selling is a three step process of hook, story, and close. In this session, Dean Graziosi explains how this strategy is getting him 800+ front-end orders a day and has led to 500,000 sold book in 18 months.
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https://training.com.ve/ There are 3 steps to a successful selling strategy that creates 800+ front-end orders a day. #1: Hook: What are you saying to get people to stop and listen? • • • •
You have to get people to see that you understand them You want people to say, “That person gets me.” This is all about the viewer, NOT you 1–2 sentences
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#2: Story: Why does your product exist?
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• How did the experience you mentioned in your hook create the product and how is it the solution to the pain points of your viewer? • Overcome the objections to buying the product
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• This is the part between the story and the close when you ask permission to sell the viewer something
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#3: Close:
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• This is where most marketers mess up • You have to believe in what you are selling, and if you don’t, viewers can tell • How will they feel after they have the product you are selling • • These 3 parts of a video ad are the difference between a 6-figure and 8-figure company. My advice to marketers: Film more ads • Go deeper in your campaigns • Be as real and authentic as you can • Obsess on marketing even deeper than you already are • Get around high-level people 537
Dustin Deno
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SVP of Sales, Maropost
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Customer Engagement: Start with the Customer Session Description: The time for simplifying has arrived. We’re all thinking it. We all know it. Our customers are demanding it – often screaming about it, sometimes going social with it, and less frequently letting us know when we fail at it. Customer engagement doesn’t have to be complicated. It can be quite simple. Start with the customer. Dustin Deno, Senior Vice President of Sales for Maropost, will discuss the challenges on the quest for streamlining customer engagement, and most importantly, offer up a few key things that you can do today to simplify customer engagement – beginning with the customer. In doing so, you’ll deliver your customers an unmatched customer experience.
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https://training.com.ve/ Customer engagement is complicated. The tools designed to make engagement easier aren’t necessarily doing their job and they’re not integrating to give marketers a 360-degree view of their consumers’ data on 1 platform. The demand for a connected experience is increasing and the time for personalization is here. How do we keep all of our consumer data connected so we can deliver to our customers based on where they are in the Customer Value Journey (CVJ)?
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Instead of building technology that delivers the 360 consumer review, companies like Oracle are acquiring other businesses so they have every tool on 1 platform. They’re essentially stacking each tool on top of each other and this creates a problem.
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If the tools aren’t integrated, having them on 1 platform isn’t enough. The convenience of having them on 1 platform will be helpful but if they don’t connect, the data you need to fulfill the CVJ isn’t available.
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Customer information Lifetime value Orders Touch points across multiple channels
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Maropost is solving the 360 consumer review by building our platform tool by tool. This ensures each tool is totally integrated with the others and creates unified customer data so you can see all of their information in 1 place:
When you think about cross-channel campaigns, 1 channel doesn’t work anymore. Consumers need to be engaged across socials, email, and even SMS. From an ROI standpoint, you have all of the analytics you need to modify and improve campaigns in one place. This is the replenishment economy, the economy that drives value and creates conversions Product Demo:
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https://training.com.ve/ Let’s say we have a customer named Abbie. She’s a die-hard consumer of beauty products. She visited the website of a beauty brand 2 days ago, put stuff in her cart, and then clicked off. Using Maropost, the beauty brand was able to send her an abandoned cart email and if Abbie clicks it, she’ll see her order form filled out and ready to make a purchase. Afterward, she can be put on a new customer welcome series:
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• The emails in this series are sent when Abbie is the most likely to open them • Each email is sent to the consumer during their peak email usage time
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Abbie continues to be remarketed with cross-products and every campaign is continuing to build her trust with the beauty brand.
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In this case, the replenishment for the product is 39-40 days after the initial purchase. We have an email that goes out on Day 37 and the branding, aesthetic and feel are consistent with the brand. She can quickly make her purchase and get re-routed to the familiar order form.
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Maropost for commerce and marketing allows you to get KPIs and analytics in one place.
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Audience Questions: Is Maropost GDPR compliant? Can I pull in data from other tools?
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Yes, we are GDPR compliant. At the customer level, you can pull in attributes to Maropost based off of other tools you’ve been using. Audience Questions: Do you only integrate your data with your own store or data from other stores like Amazon or Shopify? Yes, you can integrate from Amazon and Shopify as well. Audience Questions: Is it possible to see orders were returned or canceled? Yes. You can see the journey of a segment of consumers or the personalized journey of specific customers to see returns and cancellations. 540
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Audience Questions: What kind of engagement from social platforms is pulled and added to data? When it comes to social, we pull custom audience data. Audience Questions: Does your platform have fulfillment ability? Yes.
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Audience Questions: My clients use Mailchimp. Do you have incentives that I can use to motivate my clients to install Maropost instead?
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Yes, of course. Pricing incentives are deal by deal. How we show our value is by having an ROI conversation with a business. For example, what is your email deliverability rate? We can increase that by 25% for you which means that Maropost just paid for itself.
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Ashley Ward
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Digital Marketing Strategist, Madhouse Marketing
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Find Your Lost Conversions: Social Media Auditing 101 Session Description: You have your strategy, a decent budget, and great content, yet your social media isn’t converting at the rate you’d like it to. You’re missing the mark with social media, but you just don’t know where. This session will walk you through a proper social media audit designed to see where you’re missing conversions and how you can act fast to adjust your social strategies.
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https://training.com.ve/ The Social Media Audit
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A social media audit is solely built on your research efforts, which means it’s time for an Excel Sheet. Sprout Social has a free downloadable Excel Sheet that works well for social media data. I personally customized the one below to add the measurements that Sprout Social’s Excel Sheet missed.
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Metric 1: The Goal
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The 10 Most Important Metrics to Measure
Every social media goal must have 2 elements: • A What • A Why A cute goal for social media is: I want to increase my engagement from March to April A realistic goal for social media is: I want to receive at least 150 engagements on each Instagram post, posting once a day for 30 days
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https://training.com.ve/ More examples: A cute goal for social media is: I want Facebook to be the primary website traffic source in April
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A realistic goal for social media is: I want to increase traffic from Facebook by 25% by posting two posts with links a day for the month
Tools to Use to Track Your Goals:
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• Social Media • Google Analytics • Conversion Math Metric 2: Content
Content isn’t random, it’s planned. Intentional content based around information your ideal follower is interested in grows your social platforms.
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• What kind of content are you sharing? • Are you using text, images, video, links? • Are you sharing only originally curated content or industry news?
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Content Tools:
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• Buzzsumo • Agorapulse
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Metric 3: Timing
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Instagram and Facebook Analytics tell you when your audience is most engaged. This timing is important but following industry standard studies, which can be found on Sprout Social, will help you post at the right time and on the right day for your demographic.
• • • •
When are you posting? When is your audience on social? Are you consistent? Are you relevant?
Timing Tools: • Manual Count (Look at your content and see what times/days are performing the best) 545
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Metric 4: Audience
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• Social Media Page Insights • Industry Studies for days/times
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Your social media audience should match the people who visit and convert on your website.
• Who’s engaging with your posts? • Is it your demographic? Or bots -_• What hashtags should you be using?
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https://training.com.ve/ To get these metrics, you can go to your social media insights and then use the below tools to bring your data into Google Analytics to review your audience report. Audience Tools:
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Social Media Insights Followerwork Friends+Me Tailwind (Instagram and Pinterest) Google Analytics Audience Report
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It’s really important to know what people are saying about your brand/ business—whether it’s positive, negative, or criticism. Listening isn’t just to hear complaints, it’s so you can respond and address the problem.
Listening Tools:
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• What are people saying on social media about your brand? • How are people engaging with your posts?
• Mention • Tweetdeck • Brandwatch Metric 6: Competitors Competitor research is not just a brand strategy, it’s a social media strategy. Every company has a public profile, so their social media strategy is totally 547
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attainable (for free!). BUT, you have to take it with a grain of salt. You don’t have to do exactly what they are doing.
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Competitor Tools:
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• What are my competitors doing that I’m not? • Where is their success?
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Likealyzer Buzzsumo Phlanx (Instagram) SEMrush
Metric 7: Numbers This is the metric most commonly associated with social media. BUT, be very aware that follower counts don’t mean anything when it comes to profit. 548
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• How many comments are your posts getting? • How much website traffic are you getting? • How many likes/shares are you getting?
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SEMrush Hootsuite TweetReach Google Analytics
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Metric 8: SEO Impact
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SEO is controversial when we talk about social media because, well, does social media really affect your SEO? It does if it’s driving traffic to your website.
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https://training.com.ve/ • Am I driving traffic to the right pages? • Is social media a primary traffic driver? Install social media pixels on your website and compare with Google Analytics. This is also important to compare your bounce rate. If traffic isn’t staying on your website, there is something not aligned with your messaging from your social media posts to your website page. Website Tools:
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Social Media Pixels Google Analytics SEMrush Ahrefs
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Metric 9: Branding
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The consistency of a brand creates a certain emotion for customers. How does your brand make people feel?
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• Do your posts have brand recognition? • Do your posts have consistency? Every brand needs a Brand Document with: • • • • • •
Terminology to use Terminology to avoid Acceptable ways to say the company’s name Mission statements Visual marketing guidelines PR rules
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Metric 10: Management
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Management Review:
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• Who’s managing all of this? • Who’s taking care of your social and measuring your metrics? • What’s your response time to comments?
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• Do you have 24/7 response? • How often is reporting done? • How many people on the team? • 4 Mistakes to Avoid After Your Social Media Audit 1. Don’t Procrastinate: Audit your social media quarterly 2. Don’t Assume Anything: Always look up the exact metrics 3. Don’t Forget Social Media Policies: Rules change and they affect engagement 4. Don’t Forget Your Goal: Match your audit with your original goal 551
https://training.com.ve/ Key Takeaways: The Top Secrets, Goodies, and Tweets
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More Audits to Pay Attention to:
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• Create goals in Analytics: Acquisition › Social › Conversions • Always create goals in Google Analytics for your social media so you’re easily able to track if you’re reaching your goals in addition to completing your audit • Compare social traffic with bounce rate and conversions • It doesn’t matter how much traffic your bringing to your website if users are bouncing off as soon as they get there—align your messaging across socials and your website • Share your audit findings with ALL teams • Don’t keep this information a secret—the sales team needs to know just as much as the product and content team does
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G-PG rated posts No copyright issues Sweepstake posts following sweepstake rules Obeying the “special” rules for “special” industries • Firearms, alcohol, tobacco, adult products, online casinos, sports books, bingo or poker, prescription pharmaceuticals, marijuana
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Audit if the Social Media Network is Effective • If you find that quarter to quarter a specific social media network is not getting you close to your goals and you’re not getting the engagement you need—drop the network and focus efforts toward where you are getting close to your goals Audit Your Content Make sure you’re not posting only your own curated content but also posting earned, shared, owned, and influenced content from others in your industry.
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Audit Your Competitors as You Audit Yourself
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• Are they responding 24/7? • Are they on the same social networks as you are and putting the same amount of effort toward the ones you are? • What’s their content 50/50 rule? • Are they working with influencers that you could work with?
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Audit Your Social Media Conversion Rate Social media goals can be measured based on monetary values, but first, you have to break it down into 4 rates to get the economic value: • • • •
Conversion Rate: # of audience comments (or replies) per post Amplification Rate: Average # of shares/retweets per post Applause Rate: # of likes Economic Value: Sum of short and long term revenue and cost savings
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JJ Virgin
CEO, Mindshare Collaborative
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Founder, Mindshare Collaborative and JJ Virgin & Associates
Karl Krummenacher
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For Influencers Only: From 6-Figure Debt to 7-Figure Book Deals, the 5 Essential Steps to Building an 8-Figure Personal Brand Business Session Description: Over the past 20+ years, JJ Virgin has built a media empire, been a regular on the national shows including Dr. Phil, Dr. Oz & TLC’s Freaky Eaters, had her own line of products sold online and on home shopping, and written 4 New York Times best-sellers. She has also built an amazing community called the Mindshare Collaborative in the health and wellness space. In this session JJ and Mindshare CEO Karl Krummenacher, break down for you the most successful and impactful strategies that they are using to continue to build and grow highly engaged, wildly profitable communities. 554
https://training.com.ve/ There Are 5 Essential Steps to Build an 8-Figure Personal Brand Business Step 1: What’s Your Big Idea? Your big idea probably isn’t going to come to you when you’re sitting at your desk forcing it. Big idea examples: “Your body is not a bank account. It’s a chemistry lab.” – JJ Virgin
“Gluten is evil.” – Dr. Tom O’Bryan
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Step 2: Develop Your Hook & Positioning
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“You can hack your physiology.” –Dave Asprey
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To get noticed, become the contrarian. When you come out with these ideas, you’ll know you made it when:
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1. Some people will think you’re a genius and they’ll take it as their idea 2. People will start talking about it, forget where it came from, and it becomes part of the zeitgeist
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For JJ, this was the food intolerance diet, “The foods you are eating every day trying to be healthy could actually be hurting you and causing you to gain weight.” For Dave Asprey, this is, “Toxin-free coffee with butter and MCT oil is a health food.” Tom O’Bryan talks about gluten intolerance in his book The Autoimmune Fix. Step 3: Establish Your Authority • Write a book • TedX talk/PBS • Television 555
https://training.com.ve/ • Start a group • Or be on the board of a group • Work with celebrities • These don’t have to be A-level celebrities, you can work with local celebrities or “celebrities” within your niche Step 4: Build Your Platform
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Hang out where your audience does. You don’t have to be in all of these places, find the top places that your audience hangs out and create content for that platform.
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• Podcasts • Have your own podcast and use it to collaborate with others in your industry • Be a guest on other podcasts • Online summits • You don’t have to be the author of the content, just the curator of the content • This aggregates the other speakers’ audiences and helps grow your audience • Docuseries • Medium.com • Use this writer’s publication to grow your email list and create content around your topic of choice • Instagram • Facebook • Promote people into a private group • Blogs • YouTube • Stages Step 5: Monetize Your Expertise • Online programs • MasterClasses, docuseries, summits 556
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• Coaching • Work one-on-one to start your brand and build into a packaged program • Get testimonials from all clients • Books • Have books lead to a higher-tier product • Place links within the book that go to your other offers • Products • Retreats • Spokesperson • Speaking • Affiliate marketing • Membership • Training programs, personalized programs, member subscription boxes • Professional training
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Bonus Step #6: Partnerships = Leverage
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Partnering with other influencers grows your community. In return, you help grow theirs and both of you get authority from being associated with each other.
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Frank Kern
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Founder, Frank Kern Inc.
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How I Grew My Net Revenue By 425% Using Social Media (A Special Presentation for Anyone Who Hates Social Media) Session Description: The average consumer sees 3,500 advertisements per day and most of them have the same overarching messaging. As marketers, we have the opportunity to be the outlier by not using this messaging. This is Intent Based Branding and it’s how Frank Kern has made $700,000 in three months using Facebook has his platform.
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https://training.com.ve/ The average consumer sees 3,500 advertisements per day. The overarching message of these ads is: • Give me money… now • You’re unhappy because you’re not good enough As marketers, we have the opportunity to be the outlier by not using this messaging.
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The average prospect needs to see your brand 100 times before they buy. We need to say the same things over and over again on social media to build a brand and create conversions.
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This is Intent Based Branding.
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If you start a brand with the intention of selling stuff while building the brand, you can sell a lot of stuff.
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3 Pillars of Intent Based Branding:
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What kind of content should you make?
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The people who are watching your content aren’t watching it because of you. They are watching it for themselves because they want something out of it. All content must provide value. • The amount of revenue that we have in our business is in direct proportion to the amount of value we put into the marketplace • Everybody has a situation in their life where they are unhappy with an experience and they want to change it to get to a better situation • What are the 3 big things your customer need to do to go from Point A to Point B
All content has to build goodwill.
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https://training.com.ve/ • The marketplace has to like you, because if they don’t like you, they’re not going to buy anything from you An Offer • The amount of revenue we make is in direct response to the offer we give to the marketplace
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You are always talking about 3 things; or 1 of those 3 things. Choose the 3 things that your messaging is based around You can keep talking about the same thing over and over again People who use this strategy: Gary Vaynerchuk and Grant Cardone
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The Core Messaging Pillars of Content
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Each piece of content needs to provide value, build goodwill, and make an offer at the same time.
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Within markets, there are some people who are ready to buy and some who aren’t. The biggest portion of your market are in the latter: they are thinking about buying.
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Essentially, we need to educate these customers and build trust and desire. We need to keep offering our product so when they are ready to purchase, it’s easy access. The marketer that gets the consumer when they are thinking about buying the product is the marketer that gets the conversion when the consumer is ready to make the purchase. Step 3: Ads Sales and marketing are 2 totally different animals. A sales process is the process by which somebody becomes a customer. The role of marketing is different. The function of marketing is to cause someone to know you, like 560
https://training.com.ve/ you, trust you, and want your stuff before they walk into your metaphorical store. Both systems are designed to help you acquire a customer together. When I say to make an offer every day in your marketing, I’m talking about casual offers. For example, within 8 minutes of content, I’ll make an offer 4 times. Frameworks for Making an Offer:
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“Hi my name is X and I’m going to be talking about Y, but before I forget -OFFER-.”
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“And by the way, you can go to my website and get the product.”
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“If you’re serious, I have the product and you can get it here.”
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Perry Belcher
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Founder, Rival Brands
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How To Use Power Partnerships To 4X Your Business Session Description: If we learned anything in 2018 it is the power of what Wall Street calls alignment, or what we call partnerships and joint ventures. Sit in and see how we raised millions in capital, took profits off the table and partnered with three industry giants to explode our growth. Plus, you’ll get the simple K.W.T.W. formula for making big boy partnerships a reality.
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https://training.com.ve/ There are 2 kinds of people in business: the architect and the builder. The architect has the vision and the builder makes it happen. If you don’t have a builder in your business, hire them. It will change your life if you have a trusted builder in your business. Businesses who had architects and builders: Apple: • Architect: Steve Jobs • Builder: Steve Wozniak
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Disney: • Architect: Walt Disney • Builder: Roy Disney
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Microsoft: • Architect: Bill Gates • Builder: Paul Allen
Genius Million Dollar Ideas Growth Hacker Brings The Heat • If you’re baking a cake, the builder has the ingredients and the architect brings the heat that bakes the cake
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Great Architects Are:
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As the architect, I figure out the next breakthrough to help us climb. It’s my builders’ job to make sure we don’t slip down the mountain while we make the ascent.
Bad Architects Are: • Spotlight driven • Saviors 563
https://training.com.ve/ • Hate details • Bore easily Great Builders Are: • • • •
Calm Share success Incremental Responsible
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Love stability Revenues 2x Love details Lack big vision
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Fuel on Thanks vs. Fuel on Respect Speed vs. Steady Extrovert vs. Introvert Fearless vs. Worry
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Architects vs. Builders
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The key is NOT to partner with someone like you and find the people and companies who have the thing that you’re missing. That’s where the power partnership lives. This year, we sold a vast majority of Traffic & Conversion Summit to Clarion Events, owned by Blackstone. What did they need from us? They have sponsors and capital because they own a bunch of complementary conferences. So, they bought T&C so they could put their sponsors at more events. 564
https://training.com.ve/ What did we need from them? Cash. We knew that we couldn’t make this any bigger alone without massive capital. In our War Room Mastermind, this happens all the time. About 40% of War Room Members are in partnership with each other. Step 1: Get into the Right Room
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You have to get in rooms with the people you want to partner with:
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You have to know what your potential partner’s need is so you can show them how you’re going to solve that problem for them.
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• For example, T&C and Clarion Partners Step 3: Know Your Value
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You get to set the value on you. Know your value when you walk in the room. Step 4: Make a Deal
Don’t leave without making the deal. “The best deal is the one that gets done.” If you’re going to split a nickel, give your partner 3 cents every time. When they come out slightly better than you, it becomes a better deal. You’re not going to get everything that you need to get it done all by yourself. 565
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Sonya Keenan
Director of Content, DigitalMarketer
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CEO, Omni Channel Media Group
Garrett Holmes
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Overcoming Implementation Paralysis to Focus on the Projects That Matter Most: A Fireside Chat with Sonya Keenan Session Description: Join Sonya Keenan and Garrett Holmes as they discuss the idea of implementation paralysis, the invisible force that keeps us from turning ideas into action and knowing where to start. Moving forward in your business requires more than simply setting goals. It requires a comprehensive look at how you’re prioritizing those goals and what steps it will take to reach them. Learn from Sonya on how to overcome implementation paralysis and start focusing on what matters most.
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https://training.com.ve/ Garrett Holmes: You say, “Passion comes from authenticity and the ability to connect with customers online.” Can you talk about that? Sonya Keenan: If you were in Ryan’s Keynote on Day 1 of T&C, he summed it up. People buy into a movement and community is where we are heading. If you’re not passionate about what you do, it’s going to be really hard to grow your business. Passion is why we do what we do and if you’re not passionate about your business, you’re better off working for somebody instead of having your own. It’s a hell of a lot less stressful.
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GH: Has this happened to you before?
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SK: Yes, a couple of times. I’ve had a couple of businesses where I had partners who were in front of the scenes and I was behind the scenes. And when I look back, I didn’t put that extra bit into it because it wasn’t my passion. And worse yet, when they’re also not passionate, the business doesn’t do well.
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SK: If you leave T&C and don’t apply anything you’ve learned within a week, you have implementation paralysis. I’ve been there. There is so much information and we don’t have the knowledge to apply it. That’s why you’re in the right place.
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You need knowledge, you need a way to curate it and you need to stay accountable to turn that knowledge into action. You have to set goals and targets that are measurable. Email me and tell me the one thing you are going to do by the end of next week and I will contact you and ask you, “Did you do that thing?” GH: What led you to define this category of implementation paralysis and on this journey of helping other entrepreneurs? SK: It was through DigitalMarketer. I became a DigitalMarketer Partner when the program first launched and ended up coming to T&C because I was already in America, and I figured I should go while I was around. I heard Ryan’s keynote and emailed my team saying, “I found my church. These are my people.” 567
https://training.com.ve/ From there, I was always getting contacted by people in Australia who were DigitalMarketer Lab members but they didn’t have the money to afford my consultation and they didn’t even have data to see why they weren’t succeeding. Then, I would find that the majority of people hadn’t taken the certification courses or programs. That’s when I realized that people needed to be pushed. GH: What are some ways of prioritizing the ideas to move on first?
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SK: I have an Implementation Grid on my website OmniChannelMediaGroup. com.
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Implementation paralysis is caused by having all of this information and not knowing what to do with it. I’ve set up my grid based off of the Customer Value Journey. It’s organized by awareness, engagement, subscribe, etc. When I hear a new idea, I add the URL or write a note to myself on the stage of the CVJ it’s applicable to. Now, when I have a problem I look at the resources I have to fix it specifically for that stage.
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Set up a way to curate your learning. This grid does that and sets it up for yourself.
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SK: We’re in full launch mode for our event in August. For me, the biggest thing I’ve taken away is from Ryan’s Day 1 session about community. We don’t have a dedicated community manager, and we’re closing in on 1,000 people. When I get back home, I’ll move 1 of my employees to this role. I already know who I want to promote to it. Also, his talk about the “dumb questions” is totally true. I’m sick of talking about implementation paralysis, but I have to remember that for some people, this is the first time they’ve ever heard of it. GH: You recently helped a business grow by 3x. What did you do to create this growth? SK: This is a business that came to me at 1 of our events 18 months ago. 568
https://training.com.ve/ They had consistent sales but they were spending all of their money to get those sales. They didn’t know what part of their funnel was working. I started working with them and the first thing we did was the CVJ. Immediately we realized that their Tripwire was a $400 purchase and their core offer was a $15/month Facebook group. We changed the dynamic of the business to drive people to the core offer instead of the Tripwire.
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Second, we went through all of their campaigns and found the 1 campaign that was working. Over that period, we’ve gotten them 5,000 new sign-ups with $500 in Facebook ads.
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GH: Do you have any other success stories with clients that stick out to you?
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SK: They’re all pretty similar. I work with a lot of older people who don’t have a lot of digital sense. They have something that’s working that could work so much better. Because they employ me as their coach, I have to keep them accountable. I don’t actually do anything. I just tell them what to do and keep them accountable to it. For example, creating a seasonal calendar and putting it on an Excel sheet. Go in and pack out your calendar with all of the things you know are going to happen, like Black Friday and Christmas, and plan for them. Prior planning prevents piss poor performance.
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GH: There are 3 things that make up a successful strategy in any business. What are those things and why are they important to the process? SK: Every strategy needs measurements. If it doesn’t have them, it’s just a dream. Those measures have to be specific. Who’s doing what, with who, when? You have to be accountable and you can’t be accountable if you don’t know those 3 things. If you don’t hit your targets, that’s okay, but know why you didn’t hit them. GH: What are some ways we can kick off implementation across our company?
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https://training.com.ve/ SK: It circles back to what we started with and that’s passion. Your team has to buy into your movement long before your customers do. Explain to them what it is going on. If you’re at T&C and they’re not, they haven’t drunk the Kool-Aid. Explain to them your experience and the big takeaways and how it affects your business and how it impacts them. Do you need to change their roles? Do you need to certify your team? Do they even want to be certified? This is for VA’s in the Philippines or someone working next to you in your garage.
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GH: Switching gears here, but some things in our business benefit on being automated. How do we balance automation and human to human interaction in our business?
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SK: It’s changing for me. I’m an Infusionsoft Certified Partner but I’ve stepped back from it quite a bit now. Our sales processes and carts are automated, but if you fill out my contact form, I’ll be the one responding. That’s because I believe in the human to human. We buy from humans.
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In Australia, 75% of people are employed by a company that employs 4 people or less. These are businesses where customers want to talk with you, not a bot. You have to choose where automation makes sense and allows you to scale. If your sales page isn’t converting like you want it to, go buy something from yourself and see what’s wrong. Automation should make us more efficient, not lazy.
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GH: What’s 1 big marketing win that you brought in 2018 that you’ll be bringing into 2019? SK: We had our event that was a massive success. We were on the run during the event and that could be fixed, but the value of the event was there. The community was there. When I stood on the stage and looked at 700 people, I saw a community of people that want help. Community is the Number 1 thing we created in 2018, and we’ll double down on it in 2019. GH: What was a failure you never want to repeat again? SK: Taking on a client that I should have said no to. Within the first call, I knew that I had made a huge mistake but I struggled through 3 calls. At the 570
https://training.com.ve/ end of the 3 calls, I told her that “I’m really sorry, but I’m not the right fit, and I’m going to refund you your money.” Then, 3 months later, I did the same thing. I’ve learned the lesson but it’s hard, you don’t want to say no to people.
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The only time that I make mistakes like this are when I’m not listening to my instincts.
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Billy Gene Shaw
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Founder & CEO, Billy Gene Is Marketing
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“The Million Dollar” Video Ad Formula That Works Again & Again & Again Session Description: Join Billy Gene Shaw, Founder and CEO of Billy Gene Is Marketing, to learn how to create an effective video ad. One that people want to watch, and more importantly—one that sells.
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https://training.com.ve/ People don’t buy products for one reason: They don’t trust you. Making your customers fall in love with your brand isn’t luck, it’s science.
The Science of “The Million Dollar” Video Ad Formula Words + Sounds + Visuals
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• Your ad changes the viewers perception of your brand • You can make them trust you by showing that you’re a family man or using social proof
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Be Polarizing
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Identify Your Customer’s Hero
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• This doesn’t mean you have to say mean things and attack people • All you have to do is tell people how you really feel
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• Take a stand for what your customer believes in by defending their heroes in your ads Identify Your Customer’s Villains
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• Identify your customer’s villains and then talk about them
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The Video Script Format: Part One: Piss Them Off • Talk about your customer’s villain • For example, “Getting ripped off by Facebook? You spend $100 and get 100 clicks and zero leads, it has to be a scam! And when you get a lead, the quality is absolute crap. You know dang well your customer isn’t on Facebook, and if they are, they certainly aren’t clicking ads and they’re not buying stuff.”
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https://training.com.ve/ Part Two: Eliminate Their Guilt • Who does your customer want to blame? • For example, “It’s not your fault. Prices are at an all time high, the algorithm is always changing, and everything breaks when you try scaling your ads.” Part Three: Be Polarizing
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• Tell people how you really feel • For example, “But can I ask you an honest question? Is it possible that it’s not a Facebook error, but a user error?”
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Part Four: Give Them The Solution
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• What belief of theirs are you taking a stand for? • For example, “Advertising should be profitable, not an expense, and it definitely shouldn’t be complicated. So, would you like me to run your ads for you? I have a money back guarantee, and more importantly, I guarantee quality leads that actually buy.”
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Part Five: Easy and Urgent Call-To-Action
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• Give them a fast and low resistance way to get rid of their pain • For example, “Click the button and I’ll send you some leads for free to build your trust.”
Tactical Resources to Make Ads Better Music Resources • AudioJungle.net • Artlist.io
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https://training.com.ve/ Props • Go with extremely oversized items or really small items to get people’s attention • Shindigz.com • OrientalTrading.com • Amazon.com Environment
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• Take videos in well-known places • Google “the top 10 most interesting places in my city” and go there to film your ad
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Dope Footage
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• Use stock video footage to amplify your message • Storyblocks.com
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Roland Frasier
CEO, WarRoom Mastermind
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Achieving Unicorn Growth: 5 Rapid Customer Acquisition Strategies Guaranteed To Drive Massive Results Session Description: Learn the step-by-step hyper-growth strategies that DigitalMarketer, Google, and Facebook use to generate tens of thousands of new customers, build highly-effective teams with the hottest talent, acquire huge catalogs of valuable intellectual property, and leapfrog past their competition to dominate their niches. In this mind-expanding session, we will break down exactly how you can do this for your business, and we’ll even open our kimono on 8 additional strategies to implement this with little to no out-of-pocket investment.
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https://training.com.ve/ There are 5 things you can do in your business to grow really fast.
#1: Co-Branding with Product Integration Partnerships Tap into a businesses network of customers to build your own customer base.
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• Dominos partners with Days Inn & Travel Lodge and put Domino’s cards in each hotel room • Rolls Royce partners with Country Clubs • Rolls Royce doesn’t pay them anything, the benefit for the country club is the experience they can give to their customers • Casper and West Elm Furniture Company • They’re the mattresses on all of the beds because West Elm doesn’t sell mattresses
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Increase the value of their business to their customers (like Rolls Royce) or have a fee to promote it (Dominos), or have a revenue share. You can also look for companies that are already in these partnerships and make a better deal for them.
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• For example, another mattress company could give West Elm Furniture Company more revenue share and replace Casper
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#2: Tap The Curiously Powerful Effect of Butterfly Leverage
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For example, you can turn one event into several events and create a 7-figure ROI. T&C did this with Richard Branson. • Hire Richard Branson to speak at T&C • Offer a private reception with Branson at $15,000/ticket • $300,000 in profit that goes to Richard Branson’s foundation (we didn’t have to pay out-of-pocket to get him here) • Anyone who got a ticket becomes a War Room prospect (20 prospects added) • Offer a private business lunch with Branson • We offered a win a seat at lunch with Richard Branson contests • Got 1,522 pixels 578
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• Business Lunch Live Podcast Episode featuring Branson • Led to 2,372 podcast subscribers • Put us in the Top 200 Worldwide Charts • Sold 619 T&C tickets via Sir Richard Branson coupon code • $330,000 in revenue • Sold 728 more via speaker announcements • Every speaker at the show wanted to be identified as sharing the stage with Richard Branson • They all emailed their list to show this off • $720,000 in revenue
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The end effect of all of this was an additional $1.5 million dollars.
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#3: Structure To “Sell The Eggs” And Keep The Geese
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This allows us to sell one part of our business without losing all of the momentum we’ve created over the past few years. Essentially, we’re spinning off of our operation assets and keeping our platform.
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For example: T&C sold a domain name, an attendee list, and a trademark to Clarion Partners. We kept the sponsorship sales company, the media company (DigitalMarketer), our mastermind (War Room), and our staffing company (no employees went with the sale of the company).
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Our next step in the event world is to partner with Brendon Burchard to acquire half of his Expert’s Academy. Our leverage was to bring our sponsorship company, media company, and event staffing to the partnership. What did we do? Took T&C out of the picture and replaced it with Expert’s Academy. Next year, we can do the same thing with a different event. It’s not a formula of selling our eggs but keeping our goose. Clarion Partners is already interested in buying that event. We have a machine that can turn itself on to event after event to create new assets. Structure like this so you never end up without a platform.
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https://training.com.ve/ #4: Scale Most Impactful Activities, Eliminate Least Impactful Activities, And Verticalize
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First think about the kinds of businesses that you have. There are 4 types:
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https://training.com.ve/ When you systemize and analyze what you’re doing like this it helps you make good decisions around what to focus on for leverage in the future. Questions to ask yourself: • What are the most impactful activities you enjoy right now? • What least impactful activities can we eliminate? • What additional vertical can you expand your most impactful activities into?
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#5: Grow Through Acquisitions
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There are 4 steps to acquire for growth.
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Step 1: Decide which types of businesses to acquire.
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• Acquire your competitor to get them out of the market • Acquire media • Facebook group • Linkedin account • YouTube account • Acquire for a team • Buy a company with products or services • Consolidate the supply and distribution chain • Acquire intellectual property (IP) • Customer list
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Step 2: Buy businesses for nothing down.
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8 Business Purchase Strategies:
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• Self-liquidating payments • Payment equal to what you know you can make back • Baseline • Offer the first $3 million that comes in as the baseline and after you do your magic, everything on top is split 50/50 and after 3 years if the 50/50 is equal we throw away that baseline • Pipe wrench • If you contribute more than 10% of the customers to another company • Don’t build their brand for them • Give me equity in your company
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Step 3: Find the exit multiple for each profit center.
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Find the multiple for your industry and pivot your business to the highest multiple possible. Here’s a #V/sales business valuation chart that shows what multiple your business is:
Step 4: Repoition toward the highest exit multiple. Which exit multiple creates the greatest exit value? For example, 583
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DigitalMarketer’s looks this:
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Our multiple went from 0.91 in 2014 to 7.73 just by changing what we did.
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Dennis Yu
Jon Youshaei
Product Marketing Manager, YouTube
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Chief Technology Officer, BlitzMetrics
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Expert Facebook Advertising & Analytics Session Description: In this session, Jon Youshaei gives us his secret sauce to writing viral articles (with 1.5 million views) and being Forbes writer. Dennis Yu will teach you how to leverage viral content to create conversions using live case study.
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https://training.com.ve/ Going viral isn’t something magical that happens one day. The secret to going viral is using templates that get people to pay attention and pay. Tip #1: Focus on the Apple, Not the Orchard Humans memory is more drawn to specific experience over data. If you were going to convince somebody about how good the apples are in an orchard, would you:
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Talk about how many meters of rainfall fell last year and the fertility of the soil?
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Or would you pick 1 apple, explain how it tastes, and then tell them that there are thousands of more apples just like it in the orchard.
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Have you ever been in an Uber and the driver tries to sell you something?
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I was in an Uber a few months ago with a driver named Gavin. He was selling jewelry in his Uber and it turns out that he’s not just selling it in his car. He employees other Uber drivers to sell his jewelry in their cars too, he has a fleet of Ubers selling his products. If his salespeople are doing well in their Ubers, he upgrades them to have better cars so they have more luxurious “showrooms.”
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I wrote an article for Forbes on Gavin and it currently has 1.5 million views.
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The article focused on the apple but talked about the entire orchard of Uber entrepreneurs using evidence and data to support the topic. Tesla and Vogue reached out to Gavin and he ended up getting a ton of press from it. Would the article have been as successful if I had focused on the orchard and talked about Uber entrepreneurs without mentioning Gavin’s story? No way. How many people do we know have viral stories and we’re not asking them questions about it? Tip #2: Write Like a Seventh Grader 586
https://training.com.ve/ “Studies show that people want to listen to good communicators who make them feel smart, not just look smart.” Adam Grant Fifty percent of people like to read at an eighth-grade level, and the best selling books are written at a seventh-grade level. My secret weapon is using Hemingwayapp.com
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• Shows you the reading level • Shows you passive language • Points out long sentences
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Tip #3: Perfect the Headline
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• Translate all business jargon out of your writing • Take out words like “I think,” “confident,” etc. because they undermine your authority • Be concise
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Great emails go unopened, great videos go unwatched, and great articles never get read because their headline sucks.
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If BuzzFeed, 1 of the largest producers of online content, doesn’t have a good headline for an article, they don’t write the article. Most of us think about it backwards—we write the article and then try to find a headline. Instead, we need to think about it in the reverse order: Start with the headline and then write the article. Good headlines E.A.T. • E: End result the reader wants • A: Addresses any objection they may have • T: Time period they get it in
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https://training.com.ve/ Examples: • • • •
How to Learn French in 1 Month Without a Teacher 10 Ways to Learn French for Free No Tutor, No Problem: Here’s How to Learn French in a Month How to Get an Amazing Job Without Much Experience
Good Headlines Use the 3 S’s
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• Be Superlative • “Best” or “Worst” • Be Secretive • “The Hidden Truth About…” • Be Scary • “10 Public Speaking Mistakes You’re Making Without Realizing”
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Tools to Use:
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• Coschedule.com/headline-analyzer • Use this to analyze your headlines
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If you look like you’re selling, people see it and run the other way. Everything has shifted. The stories that have emotional content are going to make people know, like, and trust you. • Don’t always try to drive sales • Create personal content with no CTA that will get you ROIs. Pick the stories that work organically, like the Uber entrepreneur article and copy it to your public figure page, business page, and other platforms. • The algorithm sees this and you can throw fuel on the fire of virality If you have great content but need a platform to put it on, leverage someone else’s audience.
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https://training.com.ve/ Case Study: Brennan Agranoff sold $1.8 million in socks last year
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• He emailed the Humane Society and offered to give them $5 for every sock purchase if they posted his socks on their social pages • 15-20% conversion rate • Spent $200,000 on ad spend • He had to turn off the campaign because he couldn’t make the socks fast enough
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Amanda Dobson
Publisher, Agora Financial
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Instantly 3X -10X Your List Revenue in 7 Days Flat Without Sending Another Email Or Adding a Single New Subscriber Using The Octopus Method Session Description: In this session, Amanda Dobson talks about The Octopus Strategy that is getting her 97% open rates, 25-50% click through rates and almost 100% deliverability. Using SMS marketing, you can grow your subscriber list and scale your business without sending a single email.
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https://training.com.ve/ Sales in our primary industry were down almost 60%. Our competitors were closing their doors for good but we were growing every month. We used The Octopus Method:
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Email Push notifications SMS Ringless voicemail (RVM) Facebook groups (FBG) Messenger bot Ad retargeting Direct mail
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• • • • • • • •
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A week of The Octopus Method looks like this:
Let me be clear—email marketing isn’t dead but it has a few major problems that cost you money every single day. SMS is a big freaking deal right now. • 3x-5x earnings per click • Up to 6x earning per subscriber vs. email 591
https://training.com.ve/ 97% open rates 25%-50% click through rates Nearly 100% deliverability Your prospect/buyer (on average) checks their phone 85 times a day (or every 17 minutes) • Coupons delivered via SMS have redemption rates 10 times higher than those of printed coupons • The average time it takes for an individual to open a text message is 4 minutes • It takes 48 hours for email messages
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• • • •
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Product fulfillment (infoproducts) Cart abandonment Traffic (cold and affiliate) monetization Content distribution Back-end list monetization Launch monetization
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Use SMS for:
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SMS Lead Capture: it’s easy to capture text leads without hurting your email opt in rate.
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There are 2 ways to collect a lead: Method 1: Keyword Opt-In
• Prospect sends keyword to number • Will return a text response Keyword Opt-In Tips: • Keep the keyword simple • Keep it short • Make it relevant to the opt-in
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https://training.com.ve/ • • • •
Give them a compelling reason to go through the effort One word No fancy spelling No acronyms (autocorrect sucks)
Method 2: Webform Opt-In
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• Prospect enters their number into a form • Generally converts higher • Great for 2-step cart abandon campaigns
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Webform Opt-in TIps:
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• Give them a compelling reason to go through the effort • Keep it above-the-fold • Keep it clean and easy to read
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Mobile optimization is so important! Have you looked at your offers on a mobile device lately?
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• Identified by Facebook as one of their most important algorithm factors • Only 35% of sites are optimized for mobile • 97% of mobile carts abandoned
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How do optimize for mobile? • • • • • •
Optimize images: big images slow down load time Minimize code: remove all unnecessary code Reduce redirects Above-the-fold CTA and button Design page “for the finger” Watch how your content (text and images) stacks on mobile • Make sure it flows
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https://training.com.ve/ Mobile optimization is the biggest needle-mover I have experienced as a funnel optimization expert.
SMS Compliance Regulatory Bodies:
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CTIA TCPA FCC Mobile Marketing Association
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Your confirmation message must include:
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SMS Web Form Opt-In Compliance Requirements
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Step #1 to compliance
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1. Business name/program name 2. Frequency 3. Standard message and data rate disclaimer
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1. Device owner must confirm the subscription 2. Can do so by replying either yes or no 3. You cannot message them until after this point Step #2 to compliance
1. Help instructions 2. Stop instructions 3. Link to terms and conditions
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https://training.com.ve/ Keyword Opt-In Compliance Requirements Your immediate reply message must include:
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1. Business/program name 2. Frequency • I use 20 texts a month and send 2 promotional SMS’s per week and the rest is value-based content 3. Terms and conditions 4. Help instructions 5. Stop instructions 6. Message and a data rate disclaimer
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SMS Platforms: How To Choose The Right One
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Ask yourself these questions:
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1. What are your SMS goals? 2. Are you selling products? 3. Are you sending content? 4. Are you looking to scale this? 5. Will you be contracting prospects continuously? 6. What CRM are you using? 7. What integrations are needed? Consider these factors:
• Global reach • Make sure your SMS platform is compliant in every country your customers are in • Scalability • Make sure the SMS platform is large enough to grow into • Automation • SMS platform needs to have segmentation, drip campaigns, schedules, etc. 595
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• Integrations and APIs • Contact information needs to be pulled from your CRM • SMS platform needs to integrate with your other systems • 2-way vs. 1-way • Are you starting a conversation with the customers or just sending content? • Use the SMS platform for conversation or 1-way content • Available features • Analytics • Track your links • Available analytics: Delivery rate, click rate, and unsubscribe rate • Reliability • Innovations
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SMS Platform Type 1: 10-Digit Phone Number
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• This is meant for small amounts of texts • Set up appointments, etc. • Generally allows 2-way texting • Keeps better texting history (can see last in/out text) • Con: you can’t have broad scale messaging • Most of these platforms have a limit on how many texts you can send a user SMS Platform Type 2: 5-6 Digit Shortcode • This is meant for broadcast/mass texts • Pre-approved to be sent in bulk from the service carrier • Does not allow 2 way texting • Has best deliverability • Con: Uses short odes for several businesses and users will have offers from various businesses in one text history
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https://training.com.ve/ SMS Platform Type 3: 10-Digit Long Code • • • • •
This is meant for broadcast/mass texts Some allow 2-way texting Has great deliverability Benefits of shortcode with privacy of 10-digit number The future of SMS marketing
Tools To Use:
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• CallLoop • SMS text messaging, voice broadcasting, ringless voicemail • SlickText • Text marketing • Skipio • Automated text and voicemail • SimpleTexting • SMS and text marketing • SMSEdge • SMS marketing • SalesMsg • 2-way business texting
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SMS Quick Implementation • • • • • • • •
Top-of-site banner on blog page Exit pop-up Onboarding autoresponder series opt-in Content emails Contests on social The receipt email All of your order forms Dedicated emails
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SMS Tips
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• Give value: Create a program for your subscribers that offers them some kind of additional value for subscribing • Give them content: SMS product delivery is a great way to get an opt-in • Think along the lines of a premium • Keep it short • Your prospects attention span is very short • Say exactly what you need to say and nothing more • Remember you only have 160 characters including your URL • Have a clear call-to-action • Don’t expect your prospect to guess what they should do, tell them exactly what they need to do • Click a link • Check an email • Call back • Add urgency • Ex. “Click the link now” • Use MMS for long messages • Some (not all) SMS platforms allow you to send video, images, and/or audio files • Rather than sending a long text, send a video (with subtitles, if possible) • Usually limited to 1MB 598
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• Check all devices • Sites respond differently on each device make sure you look at your site on all of them (or as many as you can) • Google Chrome › Right click › Inspect › Choose a device • Timing is key • Send messages to your prospect when they have time to consume the message • Great times are before work and after work • Facebook group insights (if you have one) is a good indicator • Be specific • Don’t put quotes (“ ”) around your keyword on your opt-in • Call forwarding • Most SMS providers allow you to have a call forwarding number (some prospects will try to call a strange number) • Tip: Have your call forwarding number go to your sales team
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Suzanne Dibble
Founder, Niche Legal Solutions
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The Next GDPR: How the Revised E-Privacy Directive is Going to Shake Up Digital Marketing Even More Than GDPR Session Description: Like it or loathe it, data privacy laws (such as GDPR and the revised e-privacy directive) are here to stay, as more and more countries around the world follow the EU’s lead on data protection. As a business owner, you can either get onboard and stay ahead of the game, enjoying the competitive advantage that this gives you - or you can lose customers, risk huge compliance fines and ultimately see the demise of your business. Join global data protection expert Suzanne Dibble LLB as she skilfully explains why and how the revised e-privacy directive is going to shake up digital marketing even more than GDPR and what you can do to be ahead of the game. 600
https://training.com.ve/ “We have lost control of our data.” -Tim Berners-Lee, Inventor of the World Wide Web If you’re confused as to how the GDPR regulations affect your business, this session will give you a summary of the GDPR and what to watch out for to make sure you are complying. The 5 Principles of the New E-Privacy Regulation Principle 1: Expansion of Territorial Scope
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• The processing of electronic communications content and of electronic communications metadata of end-users who are in the Union • The protection of terminal equipment information of end-users who are in the Union • The sending of direct marketing communications to end-users who are in the Union • These are the countries included in the GDPR:
Principle 2: Significant Increase in Fines Google was just fined 50 million Euros for breaches of the GDPR. 601
https://training.com.ve/ Fines have increased by 40% for companies not complying with the GDPR. A small non-compliance won’t have a massive fine. But as a global trend, the increase in fines shows us how serious this issue is being taken place. Principle 3: Moving to Consent Based Marketing E-privacy is going to put all of our marketing on a consent basis. Under this policy, consent is king. This means that before you can send a marketing email or message, you must have obtained their consent.
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Principle 4: Cookie Consent More Problematic
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All marketers need to put systems in place to get consent prior to sending messages and keeping the records that prove the consent.
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Cookie consent is now being given at the browser consent level and by default, there will not be consent. This means that users have to go into their browser settings and agree to let websites use cookies.
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What happens when people have to change software settings?
Sixty-seven percent of agencies have quantified that this will make them lose more than 30% of their annual sales. This portion of the GDPR is the major reason businesses are lobbying against these policies. 602
https://training.com.ve/ Principle 5: New Restrictions on Collecting Metadata Metadata is all of the data collected from our internet usage (websites, apps, games, etc.) to use for commercial gain. This under the radar surveillance is what e-privacy regulations are trying to combat. If your business relies on this metadata, this regulation requires you to adapt your business model. 5 Things You Should Be Doing Now
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1. Review your current marketing and assess your current consents 2. Ensure you’re aware of and are compliant with existing laws 3. Be aware of the possibilities of new data protection laws 4. Recognize whether any of these possibilities could prevent your business from continuing in its current form 5. Make a member of your team responsible right now
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Todd Herman
Director of Content, DigitalMarketer
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Founder & Author, 90 Day Year & Alter Ego Effect
Garrett Holmes
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Unlocking the Power of Your Alter Ego to Transform your Professional Life: A Fireside Chat with Todd Herman Session Description: Join Todd Herman as he reveals the secret behind many top athletes and executives: creating a heroic alter ego to activate when the chips are down. There’s only one person in the way of you untapping your capabilities: You. There’s also one person who can move you out of the way so you can perform at your peak. That person is already inside you. You just need to unlock them. This other part of you is your Heroic Self and you unlock it with an Alter Ego. After twenty-one years of working with elite athletes, performers and leaders, Todd Herman is revealing how you can use your alter ego to achieve the seemingly impossible.
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https://training.com.ve/ Garrett Holmes: I want to call you out on these glasses, tell me more about what these do for you.
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Todd Herman: When I decided to launch my book, I wanted to work with the best in making inspirational and motivational content. I partnered with Jay Shetty to create promotions for it. That aside, we hear a lot about getting out of our own way or having more willpower. Willpower is a very weak way to show up as yourself. When I’m working with people, I want to use the natural phenomena of enclothed cognition. As human beings, we attach story and meaning to what other people wear or what we wear. If that’s the case, why don’t we use that to help you step into whatever success you want in your business and life.
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It started with my business where I wouldn’t act on what I told myself I would. Or I would walk past someone who I wanted to know at big events, like T&C, and not say hi. When I put my glasses on, I had the confidence to do those things. And now, I have that confidence without them.
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TH: Most of the people who are here are trying to do hard things. We’re always pushing past our comfort zone and our brains are naturally built the other way. It wants to keep us safe. So we have to push past the resistance and it’s really hard. The great power we have as human beings is our imagination. It’s the only thing that makes us unique on this planet.
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As we grow up, we move away from these superpowers that we have. We’re using it all the time but are stepping into a terrible narrative. For example, thinking “Richard Branson can be successful but I can’t do it.” This is a waste of time. The most successful people on the planet are following this strategy and that’s the reason for their success. GH: Something tells me you don’t like the phrase, “Fake it till you make it.” How do you seperate that phrase from the alter ego? TH: Everyone here is an expert in messaging. How does “fake it till you make it” land on great messaging? Not well. If you’re nervous about being 605
https://training.com.ve/ authentic, then you have to move on. You know who never asks me about being authentic? Really successful people. In reality, who you are right now is much different than who you were 6 months ago. Were you fake 6 months ago? No, you’re growing. We tend to try to peel back the layers saying that we have to remove things to become successful. It’s the opposite. It’s about unlocking the most real version of who you are.
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The most trapped version of ourselves is the one that doesn’t act when we want to. It’s the one that doesn’t stick up for someone or doesn’t go and say hi to that person. The alter ego allows you to side step that trauma and narrative. Instead, you take out the best version of yourself on that stage, to that meeting, etc.
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GH: Can you tell us about your experience with Beau Jackson?
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TH: Beau is the only athlete to ever be an all-star in two major North American sports in the same year. He’s a phenomenal athlete. I was in Georgia for a speech, and in through the door walks Beau Jackson. He introduces himself and asks me what I’m going to talk about. I tell him that I’m going to talk about using an alter ego to step past the resistance people have to succeeding in football. He looks at me and says, “Beau Jackson never played a down of football a day in his life. As a kid, I had anger issues and I resonate with Jason from Friday The 13th.” This is slightly terrifying but, we see what’s happening.
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That anger was getting in Beau’s way and when he embodied Jason, he had one mission and one mission only—to destroy anything that got in his way with no emotion. That’s what helped him channel all of his abilities. We all understand that we have different personalities for different things we’re doing. When we’re on stage we’re one person and when we’re talking with our team we are another. When we’re home with our family, we’re another. I’m challenging people to move past paradigms. That being said, you don’t have just one alter ego for your entire life. There are several for whatever person you are channeling in that moment.
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https://training.com.ve/ GH: How do we find our alter ego? TH: The first step is living in context. What area is the most frustrating for you right now? The second step is, what is frustrating you about the way that you’re showing up right now? What’s the behavior you are acting on that you don’t like? For example, do you let other people take the spotlight when you know you’re deserving?
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The third step is, what are the superhero qualities you would love to show up as? If I’m scared of rejection at the end of a call, and I know what I can do to help that person, we don’t want to keep feeling that way. What are the superhero qualities that you want to bring out? Another way to go about it is to ask: Who is already showing up how you want to on that field?
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For example, Serena Williams and the fire she brings to the court. You can latch on to that and bring it into any field you already have.
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Step four is using the existing phenomena of enclothed cognition, what physical item can you use to activate that part of you? For me, it’s glasses. You can use a ring, a jacket, etc. This is the bridge that connects you to the results that you want. It’s the activation of that alter ego.
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When it comes to your item, you want to try to engage all of your senses. Have the item make a noise so you get the visual and sound effects, telling your mind what time it is. Then it becomes a trigger to step into your alter ego and you have access this person whenever you need it.
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Marcus Murphy
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Director of Monetization, DigitalMarketer
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10 Ways to Grow Your Network, Increase Sales Conversations, and Generate 80% more Leads Using Linkedin Session Description: Eighty-percent of B2B leads come from LinkedIn. If you want to capitalize of off LinkedIn, you need to know five things: how to create an engaging profile, what content to post, how to connect with other users, what to do with profile views, and how to message your profile. Join Marcus Murphy, LinkedIN Advisory Board Member and DigitalMarketer Director of Sales and Monetization, in this detailed session to upgrade your LinkedIn profile.
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https://training.com.ve/ LinkedIn Statistics • • • • •
80% of B2B leads come from LinkedIn 2 new users every minute 600 million users 9 billion content impressions per week Only 3 million users are sharing content on a regular basis
Being active on LinkedIn is about starting conversations and your profile is where it starts.
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Profile
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• Picture should be 60% of the frame • Headline: 120 character limit • Showcase your credibility in your headline • Position | Mission • Present your personality • Write where the link takes users next to your outbound link • Put your birthday on there • LinkedIn will tell your connects when it’s your birthday and it improves your engagement • Write an amazing LinkedIn profile summary (2,000 characters): • Write in a narrative format that tells a story, great stories start conversation • This is who I am/this is what I’m doing statement • End with a call to action, “Does anyone want to join me?” Skill and Endorsement • Email people to endorse you • These start conversations about what you’re skilled at Recommendations • Put 4 recommendations on your page 609
https://training.com.ve/ Content In 2016, I wrote an article “Why cold calling is dead and Jeff Weiner is my hero,” in 45 minutes. My article went viral and now I’m a LinkedIn advisory board member Content should: Tag companies Tag people at the company Add pictures Engage with comments • Respond to all comments by mentioning the user who commented • Hashtags
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What’s the worst business advice you’ve ever received? Video: ending the war between sales and marketing Video: how to capitalize on caring for your customers Video: what’s the worst job you’ve ever had? LinkedIn profile roast
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LinkedIn Native video does better than embedded videos:
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• Perfect for: Product demos, man-on-the-street interviews • New consumer insights • Live LinkedIn video is coming Connecting • There are suggested connections on your homepage • Go to their profile and then click on “Connect” • Create customized notes on each invitation (300 words) Don’t accept everybody because you can only have 30,000 connections. Be careful with who you accept. 610
https://training.com.ve/ LinkedIn Just Introduced Active Status: • It’s a green dot on their profile picture • It means the user is on LinkedIn at that moment You can now open the LinkedIn app and get a QR code for your profile and search for users nearby • Is this the new business card?
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Profile views Users can see that somebody has viewed their profile
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• Start conversations with everybody who has looked at your page • “Hey I saw that you looked at my page. How can I help you?”
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Follow relevant hashtags, reply to all comments and join groups that are relevant to you.
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Messaging
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• You can’t send a message to a user you aren’t connected to, but if you in the same group you CAN send them a message despite not being connections
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Marketing is like dating and the same applies to LinkedIn. Don’t try to marry users on the first date. Create a relationship just as you would in the dating world. In Summary: 1. Make sure your profile is on point before you start conversations 2. Content is super important 3. Connect with the right people and personalize your message 4. Engage back with people who like and comment your posts and engage with other people’s contacts 5. Make sure your messaging isn’t too forward 611
Glen Ledwell
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Co-Founder, Mind Movies
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How to Scale Your Business Through Joint Venture Relationships Session Description: How to attract, motivate, and engage potential joint venture relationships. Join Glen as he shares the critical tasks you should do leading up to and during launches with joint venture partners.
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https://training.com.ve/ This session is for novice, intermediate, and advanced businesses and first we’re going to ask the hard question: Who really cares about your product? I’m not saying that you need a great product. JV’s get a million offers of great products. What are you selling them besides your product? You’re selling your ability to make them money.
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Now, you need to get on the f***ing phone.
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We know that we should talk to people instead of text them but we don’t do it. What does this JV want to feel? Validated. Talking on the phone creates this connection in a way that texting can’t. Better yet—meeting in person.
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Increase callbacks by 300% by:
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• Calling and leaving a voice message • “Hey if you have a second, I thought I’d try to catch you. I’m between meetings right now. I’ll follow you up with a text message.” • Then, leaving a text The money is in the follow-up.
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Time to motivate partners in a launch! • Use Masterminds, parties, etc. to make the launch bigger • Think of prizes with a higher perceived value than the actual cost And now, make sure you’re testing your results. Don’t ever, ever, lie about product results. Don’t ruin a relationship before it has started. • If not tested, just be honest and upfront • Propose a different deal
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https://training.com.ve/ Now, we save the date for the launch.
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• 6-12 months before launch date: • Pick 50-100 partners • 6 months before launch date: • Send out private “save the date” emails with personalization • Ask if they are free to come to your launch • Send email/video blasts confirming dates • If recruiting new affiliates, make sure your JV sign-up page is set up • 12 weeks before launch date: • Reconfirm commitments from personals and ask for full support • Begin working on your sales copy/swipe files • Emails, social media posts • Check the deliverability rate on email copy • 10 weeks before launch date: • Resend email/video blast • Share anything new with the JVs • 8 weeks before launch date: • Begin internal testing • Start weekly communication • Check server capacity • Sort out merchant processor • DON’T RISK GETTING SHUT DOWN • 6 weeks before launch date: • Organize traffic swaps to avoid server crashing • Get customer service ready • Create an FAQ • 4 weeks before launch date: • Move to 2x a week emails/video blasts • Continue to gather micro-commitments • Call, Skype, IM, text, email • 2 weeks before launch date: • Reach out to all top partners 614
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• Send out swipe files (first piece only to ensure mailing on first day) • 1 week before launch date: • Increase communication daily • Organize your launch countdown • Rev people up! • Pre-launch and launch week: • Continue daily communication • Motivate people to send all mailing pieces • Switch to talking all about the sales page going live • Post your leader board every day • Play on prizes and egos • Post-launch: • Declare winners • Send out prizes right away • Set up reciprocals
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Your follow-up post-launch is going to seal the deal with your JVs. Be timely and professional and you’ll scale your business through JV relationships.
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Ryan Deiss
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Co-Founder & CEO, DigitalMarketer
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The Brand Duality: Building Brand Personality + Personal Brands That Work Together To Drive Brand Growth Session Description: Do you own your business or does your business own you? Being “the guru” of your business is dangerous, because on the outside it makes you appear highly successful, but on the inside you’re stressed, exhausted, and trapped in a business that you can never escape, because YOU are the business. Worse...YOU are the product. In this session, DigitalMarketer’s CEO and Co-Founder, Ryan Deiss, is going to show you how I was able to escape the guru trap, and transition from a personal brand into valuable and sellable company brand.
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https://training.com.ve/ I see a big problem among entrepreneurs. They get guru-itis, this dangerous disease that forces you to climb a mountain top everyday and start yelling about your beliefs so everyone below you can hear. From the outside, you look like a successful man or woman. On the inside, you’re exhausted from having to climb to the top of the mountain every day. Guru-itis traps you. It makes you the product which means—if you stop working, your business stops making money.
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This is not how you build a profitable and scalable brand. How can you scale if you can only be in one place at a time?
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Chris Rock said it perfectly in a stand up bit a few years ago. He talked about how Shaquille O’Neal was rich, but the person sitting in the owners box paying Shaq—he’s wealthy.
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I never wanted to be the athlete. I wanted to be the owner. I don’t want DigitalMarketer to own me, I want to own DigitalMarketer.
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Here’s the 3-step process of the brand duality I’ve created so DigitalMarketer can make me money without requiring me to be standing on a stage every day.
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Step #1: Materialize Your Genius
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The genius inside of your head must be extracted and transformed into something that is tangible. For most of us, we don’t want to extract our genius and put it in an external place. If everyone has what we have, doesn’t that diminish our value? No. By keeping your value internal, you are owned by your business. Your knowledge needs to be in an “artifact” that is easily explained and transferable. It has to be something that is separate from you. For example, I knew DigitalMarketer was onto something when somebody emailed us asking for a large poster of the Customer Value Journey. Then, we started seeing people gluing these cut outs to perfectly good white boards.
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https://training.com.ve/ Your artifact doesn’t have to capture 100% of your knowledge, but it has to capture the essence or else you will be owned by your company and you will be running laps for the rest of your life.
Step #2: Profitize Your Message First, can we pretend profitize is a word?
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Great, now let me explain. Are you a profit for your business or are you the God of your business? If you’re the God of your message, there is no artifact. You are your business and so, you’re trapped.
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When you’re the profit of your message, you’re the person holding the artifact asking if anyone wants to read it. You’re the person who climbed to the top of the mountain and brought the knowledge back down to share with everyone else.
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Take your artifact and give it to as many people as you can.
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Step #3: Deputize Other True Believers
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Now that you have your message on an artifact, you want to motivate other people to help you spread the message. If you keep the artifact to yourself and refuse to let anyone borrow it to show their friends, your universe is going to be small. If you give that artifact to others and tell them to copy it, talk about it, and spread the message—your universe grows at lightning speed. Encourage your team members and your customers to tell the story and teach your model. At DigitalMarketer, this is our Certified Partner Program. We give our partners all of our content and tell them to do whatever they want with it. You know what’s weird? Walking into an event and watching somebody talk about your artifact. You know what’s cool? Getting that brand promotion without having to step on stage. Your message gets out into the world when you send it out with other deputies. 618
https://training.com.ve/ So often people ask me, aren’t you worried that you’ll teach people and then they’ll just leave? I guarantee you they will leave. At DigitalMarketer, we trained Molly Pittman, Suzi Nelson, and Russ Henneberry and then, they all left. And guess what? They’re all at T&C right now.
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There are some people who come into your life and orbit around the star that is your brand. As these people leave, they broaden your universe. They work with other companies, they go to other events, and they create relationships with other industry leaders and guess who comes along with them?
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You. It’s crucial that you let employees and customers grow through the education you give them and then be happy for them when they leave. Let them leave on a great note and look for opportunities to keep working together.
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Better yet, when these people leave they make room for new stars.
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At DigitalMarketer, we turned over two-thirds of our executive team in a 90-day period. And guess what? We’re totally fine. Why? Because these incredible people set up a great foundation for our new team to work with. Instead of having to build from scratch, our new team was able to stand on the platform that these stars created.
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Who do you know that could help spread your message? If you can’t make a speaking engagement, let one of your team members go in your place. Let your customers teach what you’ve taught them. Audience Questions: Can you define what a good brand is? We have to talk about what we mean when we say a brand. It’s not a logo and a style guide. I love Jeff Bezos’s definition: “A brand is what people say about you when you’re not in the room.” I define a good brand as one that you can be separated from and it wouldn’t be harmed. If I leave DigitalMarketer, I know the brand will be okay. In this 619
https://training.com.ve/ context, a good brand is something that isn’t built around you. Audience Questions: Have you ever seen somebody bring someone in from the outside and let them take over as the face of the brand? Yes…me. We have 12 certifications at DigitalMarketer and I’ve only taught one of them. We have 3 DigitalMarketer podcasts and I’m the host of none of them. If you have a well-established brand you need to do what I did, crown other people. Edify them and let them be their own thing.
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For example, Oprah launched Rachel Ray and Dr. Phil.
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Look at the different areas of expertise your business has and find someone better at a specific part of that than you are.
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Audience Questions: So, should we not build a personal brand?
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No, that’s not what I’m saying. I’m saying don’t ONLY build a personal brand. Leverage your personal brand to point it towards something else. For example, my personal brand points to DigitalMarketer not RyanDeiss.com.
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I had a conversation with Gary Vee the other day. I said, “I don’t want to do this anymore, be the face of this brand and have so many people know my name,” and he said, ‘You’re an idiot. You need to leverage your brand to build another one.” And that’s exactly what we’re doing. We just launched Praxio and we’ve acquired OnlineMarketingInstitute.org. I like the idea of being the goose that lays golden eggs and then sells them. My personal brand redirects to all of these companies. I am not the end product. Gary’s doing the same thing. All of his companies stand on their own and his personal brand points to them, not to himself as a commodity. Audience Questions: If I have multiple brands how do I create that leverage and connection between them?
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https://training.com.ve/ It’s difficult to build three brands. Choose one then use the leverage of your personal brand to direct people to that business and then do that for your other businesses. Audience Questions: Should I re-record the content for my courses if it’s all centered around my face? No, no, no. That is a product. When it comes time to create new products and updates, then bring someone else in or take your face off of things. Is your course working well right now? Yes? Don’t stop! This is all additive.
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Audience Questions: How do I edify other people to take parts of my aging guru’s brand?
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There needs to be a name on the thing that he teaches that isn’t his first and last name. He also needs to spend the rest of his time teaching the process so others can learn from it. Dave Ramsey is doing this now. They’re starting to position his Financial Peace University away from Dave and bring in other experts to talk on the subject.
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Audience Questions: What CEOs do a great job of being a profit?
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Steve Jobs. Elon Musk. Gary Vee. Martha Stewart.
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Audience Questions: I have a tip, if you’re listening to this and thinking, shoot I just made myself the brand and I have to find someone else to be me. Look at your students. If you’ve done a good job of teaching, there are people in that community who have great results. We’ll reach out and ask them if they want to help us out. You’re going to find your allstar students are your disciples. Some of them will help you for free too.
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Josh Nelson
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CEO, Plumbing & HVAC SEO
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The Ultimate Agency Funnel - For Landing Clients On Demand Without Having to Cold Call, Sit In Networking Meetings & Chase Prospects Down Session Description: When it comes to content development NOT all mediums are created equal. There is one that rules them all. In this session we’ll reveal why promoting and conducting new / topical webinars on a monthly basis is the most effective strategy for developing your authority, building your list & landing new clients on a monthly basis. This strategy has taken our agency from zero to 7 Figures & the Inc 5000 list of fastest growing companies for the last 3 years in a row.
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https://training.com.ve/ The problem with getting clients as an agency is reaching them. Small agencies can’t compete with a larger agency’s lead generation budget. This is what most agencies are going through:
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Shift from chasing prospects to getting inbound leads Get clients to come to you prepositioned to buy Have low sales resistance Plenty of appointments Momentum and consistent growth
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Using The Ultimate Agency Funnel, you can:
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1 target niche Recurring monthly revenue is the only way to go No one-off projects No check-payments • Credit card or direct debit only • No partial payment deposits • Minimum monthly needs to be at least $1,000
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The Stages of Agency Growth
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4-5 new clients per month $1,000+ per month 15-20 strategy sessions per month $83,000 in monthly recurring Boom! A 7-figure digital marketing agency
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The bottom line is that if you can land 5 new clients per month at $1,350+ monthly, you can build a 7-figure agency in just 12 months.
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How to Land Clients
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1. Start with the end in mind 2. Map the flow/funnel 3. Bait the hook 4. Offer a short cut 5. Follow up on all fronts
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Opt-in/Lead Magnet
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If brand messaging and content isn’t written for a specific audience, it’s not going to work. If you’re clear on your target, map out the funnel and publish content most interesting for that target.
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Key Elements:
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The best Lead Magnet is a 5-minute consumable resource.
• Lead Magnet • Hero image • Visual of the lead magnet • Confirmation Page • Confirmation video offering appointment • Email Sequence
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https://training.com.ve/ Tools to Use: • • • •
Click Funnels EmailMeForm (optional) Infusionsoft FixYourFunnel • Text, voice, broadcast • WordPress
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Appointment/Calendar
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This is the strategy session where they move from warm lead to hot lead. This is where you add the webinar shortcut below.
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Key Elements:
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• Confirmation Video • Link to calendar • Calendly/appointment Core • Pre-appointment questionnaire • Indoctrination emails • 8am the day of their interview send them a case study video to watch • SMS/messenger confirmation • Reminding them about the call reduces them flaking Hot Lead Follow Up
How often do we meet with a prospect that was interested in working with us but the deal goes dead? Key Elements: • Follow up email sequence with countdown to close • This is a pre-engineered follow-up method after your strategy session • A series of emails with this flow: • Agreement 627
https://training.com.ve/ • Case studies • Positions you as an expert • A Shock and Awe Box works really well here • Mail service to facilitate follow up Tools to Use:
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• Infusionsoft • City Blueprint for mailing
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How to Drive Consistent Lead Flow:
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The ultimate shortcut for your agency growth is monthly topical webinars. Take the good ideas that you get from a topic like T&C and have a specific webinar every month on a new topic: 628
https://training.com.ve/ • Grows your database • New content for YouTube, iTunes, SlideShare, social profiles/pages and groups • Nurtures your database • Fresh events to invite them to every month • A reason to email them with value add touches multiple times each month
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One new webinar per month can drive your entire content/lead generation machine.
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• Hack: get qualified appointments even if they don’t sit on your webinar • The confirmation page will drive more appointments than the webinar itself • Don’t worry about the webinar, your best prospects don’t watch or attend • The promotion of the webinar and what you do after the register is what really matters • For example, out of 193 people that registered, 58 filled out the preappointment questionnaire and 19 scheduled appointments
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https://training.com.ve/ Step-by-Step Webinar Process Pre-Webinar: Pick topic and date for the webinar (block on calendar) Setup webinar on GoToWebinar Sync GoToWebinar session with Infusionsoft on PlusThis Put in request for necessary creative (cover slide, background slide, social share image, etc.) • Setup email promotion campaign in Infusionsoft • Setup Facebook ads and posts promoting registration • Conduct webinar (be sure to record with ScreenFlow)
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• • • •
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Edit and export recording in ScreenFlow Convert video to audio MP3 with Amerisoft Video Converter Upload replay on YouTube Upload slides on Slideshare Upload audio for Podcast on S3 Request transcription from Rev Setup replay page on ClickFunnels Send replay link via Infusionsoft Setup Facebook Ad campaign with replay to target audience Setup blog post with video and audio file for iTunes podcast
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• • • • • • • • • •
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Post-Webinar:
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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Turning 1 Customer Into 3: Strategies To Turn Happy Customers into Brand Evangelists and Promoters Session Description: What if your best customers just decided to bring you more customers just like them? Well they can and they will... but only if you ask them (the right way). Join DigitalMarketer CoFounder & President Richard Lindner as he walks you through a proven 5-step process to turn happy customers into advocates and promoters.
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https://training.com.ve/ Traffic & Conversion Summit is focused on getting you new customers. In this presentation, I’m going to give you a 5-step plan to get the customers you already have to bring you more just like them. “The purpose of business is to create a customer who creates a customer.” -Shiv Singh, SVP-Global & Marketing Transformation Visa This is the Promote Stage of the Customer Value Journey. • You should never ask for a referral unless you’re 99% sure they will say yes
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How do you know when your customer is ready to say, “YES!” to promoting you and your brand?
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• Right after your first conversion or a repeat conversion
There Are 5 Steps to Turn Customers into Advocates & Promoters Step 1: Identifying the Trigger 1. When is your customer most excited about you, your product or service or your brand? 632
https://training.com.ve/ 2. How can you encourage them to share that excitement publicly so their friends can see it? The 3 Heights of Customer Excitement 1. Immediately after purchasing your product or service 2. Immediately after receiving the product or service 3. Immediately after receiving the promised benefit from your product or service
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Remember, you want them to share on social but you can’t expect them to do it on their own.
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• You have to not only prompt them, you have to do it for them—and reward them! • Put a “share” popup on the thank you page • For example, “Share a photo or video on Instagram and mention @ stickermule to make us feel loved” • Offer an incentive for sharing
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Amazon gets it:
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Forty percent of millennials are “somewhat likely” to make a purchase based on a friend’s recommendation on social media. Millennial shoppers who share products are about 2x more likely to make a purchase
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Step 2: Encourage & Enable the Trigger
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Enabling Promotion:
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How can you elevate your customers status and make them feel like they’re a part of something bigger by engaging with your brand?
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1. Create and promote a brand hashtag for your business or brand 2. Ask for feedback • Email or text survey, call them, ask them to review you on Amazon, Yelp, etc. 3. Run a contest • Include a hashtag 4. Celebrate and promote your customers on your owned media Hashtags that have worked really well: • • • •
Coca Cola: #shareacoke RedBull: #putacanonit DoubleYourSales: #doubleyoursales DigitalMarketer Lab: #imnewhere 634
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Ask for Feedback Example:
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Celebrate and Promote Your Customers Example:
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• By promoting other people, you’re subconsciously telling your customer that when they get the desired result, you tell us and we’ll promote you
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https://training.com.ve/ Step 3: Reward the Trigger How can you motivate and incentivize your customers to graduate from sharing your content and hashtags to telling their friends to buy from you? To ascend your customer from passive to active advocates, you need to get them to share their story and give a testimonial. Note: DO NOT GIVE THEM MONEY! Now, they’ve become an affiliate and you’ve completely changed the relationship.
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1. Thank You • Most people just want to be recognized 2. Shout out • Most people also want to be famous 3. Swag • Stuff they can’t buy 4. Access • Stuff they can buy 5. Free stuff
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Rewards that Work for Sharing, Not Referring:
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Step 4: Perpetuate the Trigger
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Now that you’ve created the collateral to predictably turn customers into advocates, how can you automate it? Automation doesn’t just mean that it happens without you having to do it. Automation can be employees who are reaching out to anyone who shares your content/product. It just means that you aren’t the 1 replying to each person. Step 5: Repeat For your customers to become a true promotor, they must actively, intentionally, and consistently promote your brand. 636
https://training.com.ve/ 3 Steps to Launch Your Rewards Program
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1. Choose rewards and incentives • Single or double-sided rewards • If a customer refers a friend, they get $10 off and their friend gets $10 off • Ex. DirectTV • Monetary or non-monetary incentives • Ex. Dropbox gives you more storage if you refer a friend • More examples: Evernote, Uber, Tesla 2. Choose a referral management program • ReferralCandy • Friendbuy • LoyaltyLion • Ambassador • Referrify 3. Tell your customers and users • Launch your program • Make a big deal about it • Create promotional assets • Banners, email creative, etc. • High visibility placement • Confirmation/thank you page, invoice email, shipping notice, blog posts, videos, Facebook chatbot • Triggered campaign • After review or positive survey
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Dean Graziosi
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Founder, Dean Enterprises
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7 Musts to Start & Scale Your Business To $100 Million Dollars Like I Did Session Description: In this session, Dean Graziosi talks about the seven must-haves that have scaled his business well pst $100 million dollars. He’ll talk about his morning routine (and his daily green drink recipe), what question to ask to find your main driver, how to fight your thoughts and more.
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https://training.com.ve/ Must-Have 1: Protect Your Health, Confidence & State Have you ever done anything amazing when your confidence was down—or even at 90%? • Did you get the partnership? • Did you close the deal? • Did you get the results you wanted?
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I’ve come to realize that if I can protect my confidence, I get to do the things that drive me to the next level. I want you to recognize the things that rob you of your confidence and put you in defense mode rather than offense.
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To start each day in an offensive mindset over a defensive one, I have a habitual morning routine that cultivates this confidence.
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I do not start my day on my phone—especially not on social media
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• If I start my day on my phone, I have a 50% chance of spending the entire day playing defense • I do not allow myself to check my phone • I think of something I am grateful for • If you run out of things to be grateful for, lower the bar • “I’m grateful for how soft these sheets are” • I think of 3 wins that I had the previous day • Nobody beats us up like we beat ourselves up so we have to remind ourselves of our wins • What are 3 things that I would like to win today? • Then, I go downstairs into the kitchen and I chug a green drink • I fed my mind, now it’s time to feed my body • My green drink recipe: Green powder, MCT oil, apple cider vinegar • Then, I go and move my body Every day that I complete this morning routine is my most productive day. It puts me in a different frame of mind and gets my confidence up so I can get shit done. 639
https://training.com.ve/ What do you need to do to create offense over defense? What do you need to do to create confidence? Must-Have 2: Crystal Clear Clarity & Vision I’m encouraging you to get crystal clear on where you want to go. If it’s a year from now and it was the best year of your life, what happened?
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I answer that question and I pick the top things that I want to do. That’s what I’m focusing on and that’s what I’m working toward.
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Point your ship in that direction and forget about the rest.
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Must-Have 3: Marketing Stamina
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When you’re looking at your marketing, you need to know exactly what’s working and isn’t working. If your campaign doesn’t work, what part of it didn’t work exactly?
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• Think of all of your marketing as compartmentalized into little buckets • Analyze each bucket to see where the holes are so you can plug them If something doesn’t work, you’re not working it correctly. You’re not tapping into marketing stamina and testing to optimize. This is a good reason to focus on 1 channel at a time. When I first got on social media, I had 5,000 followers. We’ve been able to grow my brand to 350,000 followers in 18 months and sell 500,000 from social media alone. What was my strategy? Focus on 1 platform at a time (we started with Facebook).
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https://training.com.ve/ You also want to make sure you’re thinking of how you’re going to market a product before you even create it. Don’t think about the product until you know exactly how to sell it. Start thinking with the end in mind. Must-Have 4: Pay Your Success Tax What if everything that has come your way is designed to test you to see if you’re ready to level up? “Life doesn’t happen to you, it happens for you.”
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Most of the world is not willing to pay success tax. This is awesome because it means the ones who are will win.
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You won’t be able to avoid failure—and that’s okay. Things are designed to go wrong to test if you’re going to get back up and keep going.
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So do it.
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Must-Have 5: The Ultimate Driving Force
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If you don’t know your Why, you’re not going to have the stamina to get up when life inevitably knocks you down. You can feel when an idea goes from your head to your heart and that’s the idea that is your Why.
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For me, my Why is that I wanted to be in control of my life. I never want to go back to where I grew up. I want to provide my kids with a life that gives them the choices I didn’t have. So, I’ve built my life in a way that there isn’t anybody that can tell me what to do. I want to live life on my terms. Must-Have 6: The Power of Your Thoughts I WISH somebody had told me my thoughts lie to me when I was 20 years old. The only thing standing between you and your next level of income is the story you tell yourself on why you’re not there yet. 641
https://training.com.ve/ What’s your “but”? • “I would be at this level but…” Whatever you put after “but” is the thought that is holding you back from achieving what you want. You must, must, must question your thoughts. There are 2 voices in your mind and you have to use 1 to question the other.
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Must-Have 7: Learn from Those Playing the Game at the Highest Level Possible & Don’t Take Advice from Unqualified People
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Don’t have your single friend give you advice on marriage. Don’t have your broke friend give you advice on investing. Don’t listen to the wrong people.
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Go to Masterminds and be around the people who have done what it is you want to do. My first Mastermind class cost me $15,000 and it made me millions of dollars.
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If you need a breakthrough, get your ass into War Room. Surround yourself with people doing this. If your competition gets in War Room you’re done for.
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Where are the people who can propel you to the next level?
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John Grimshaw
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Co-Founder, DigitalStrategyBootcamps.com
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ACT Like an Analyst: The 3x3 Question Grid to Help Anyone Turn Data into Dollars Session Description: Looking for the greatest marketing strategy ever devised? It’s hidden in your business’ data. But without a process for analysis, its insights are locked away, out of reach. There is a simple solution, however: the ACT Framework. This analytical system leverages focusing questions & simple checklists to find data-driven opportunities in Assets, Conversion, and Traffic. Seasoned analyst or newbie, you will walk away from this session with the tools to generate more leads and sales using the ACT Framework.
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https://training.com.ve/ Marketers need to be analysts because data drives smart marketing. Here are examples of what analysis has done for my clients: • Developed a lead generation strategy that 2x launch performance • Increased opt-in rate by 65%, letting us scale without fear (50k+ leads in 1 month) • Increased membership value by 11% without any new assets or traffic • Generated an additional 1,043 membership sales annually
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You need marketing strategies tailored specifically to your business.
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There are 2 harsh truths about data:
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How Any Business Can Turn Data into Dollars
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• Truth #1: Data without analysis is useless • Truth #2: There is no silver bullet report or metric • Data analysis is a methodology, not a list of information
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Google Analytics Google Ads Facebook Keap Klaviyo
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Data can come from any MarTech tool:
The ACT Grid Can Give Anyone Analytical Superpowers The ACT grid is designed to help you get started on data analysis • Make it a habit that is part of your daily marketing upkeep
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Assets:
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Businesses Properties:
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Conversions:
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Your website Your social media Your Facebook Ads Your emails
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This is the part of your business that people interact with...
This is your long-term strategy that converts cold leads to warm leads to customers to promoters: • Automation sequences • Brand messaging at scale • Segmentation
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https://training.com.ve/ Traffic: Think about the people at different stages of your Customer Value Journey and ask questions like: Why did leads become leads? What about my customers works so well? Ad engagers Website visitors Customers
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• • • • •
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Optimization Levers:
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Engagement
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• Maximizing your customers’ experience • How do you make your customers feel like they are 100% involved?
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ROI
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This is only about you as a business owner. You need ROI to grow your business.
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Scale
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• Increasing businesses growth • Increasing businesses reach • How do you reach more people who would benefit from what you have to offer? Now, let’s go deeper. Assets x Engagement = UX Goal: Make navigating your site simple • Review device category and browser 646
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• Find what devices and browsers your users are using and optimize for that device and/or browser • Review high and low bounce rate pages • What is making them a bad experience and how do you change that? • Google Analytics: Behavior › Site Content › Landing Pages › Bounce Rate • Review how site users interact with website navigation • What links are people clicking? What links aren’t they clicking?
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Assets x ROI = Sales Funnel Goal: Create the buy-ready express lane • Measure your entire sales funnel’s performance • This is the most important data to analyze in your business • Know your average customer value by heart • Watch session recordings of users trying to buy your products Assets x Scale = Content Goal: Find attention magnets you can amplify 647
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• Review what users like in your videos and turn engaging clips into social content • Analyze where users are most engaged within videos • Use Facebook posts with social proof (likes, comments, and shares) as ads • Sort blog posts by average page value in Google Analytics • Behavior › Site Content › All Pages • Exclude Thank You pages
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Conversion x Engagement = Offer Value Goal: Grow offer value and product price proportionally Highly engaging content = Strong relationships = Willingness to leap • Make your offers more engaging to high-value products • For offers spanning multiple days, track customer engagement over time Conversion x ROI = Offer Timing Goal: Right message, right audience, right time
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https://training.com.ve/ • For product launches, acquire and build relationships pre-launch • Find what opt-in events precede specific product sales • Find the average number of days preceding specific product sales Conversion x Scale = Offer Reach Goal: Find converting offers you can amplify
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• Review historical data to see what strategies brought in lots of first-time buyers • Engineer ways to reduce risk for your core offers • Analyze offer performance based on traffic temperature
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Traffic x Engagement = Leads
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Goal: Understand action-takers in order to find more
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Traffic x ROI = Buyers Goal: Understand customers in order to find more 649
https://training.com.ve/ • • • •
Explore affinity categories for lead and customer segments Explore in-market segments for leads and customers segments Review demographic data from Google Analytics and Facebook Supplement data on audience segments using tools like TowerData
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Ad segments and affinity categories in Google Analytics:
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Traffic x Scale = Visitors
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Goal: Understand visitors and make them take action
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• Identify fans of your content who aren’t buyers • Group the content these fans consume by topic • Build products or services about these topics to serve these audiences
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If you want to be an analyst, you have to be a scientist. Prove and disprove ideas about your business and your customers and you’ll find new opportunities in your business.
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Garrett Holmes
Director of Content, DigitalMarketer
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Founder, Powerful Professionals
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Kim Walsh Phillips
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The Sales-Boosting Effect of the 24-Hour Thunderbolt: A Fireside Chat with Kim Walsh Phillips Session Description: Join Kim Walsh Phillips, Founder of Powerful Professionals, and Garrett Holmes as they discuss the power of the 24-Hour Thunderbolt. If you’re looking to convert your audience effectively and fast, then this sales-blitz strategy will be exactly what you’re looking for. Learn the step-by-step approach that Kim has used time and time again to drive customers over the conversion line, all within 24 hours.
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https://training.com.ve/ Garrett Holmes: What is Powerful Professionals and how are you helping people? Kim Walsh Phillips: The elevator speech is that I help entrepreneurs make more money than they ever thought possible, faster than they could have imagined, so they can finally live the life they have been praying about every day. We do that through courses, education, and coaching. GH: What kind of courses?
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KWP: We believe in reaching people where they want. Most of our clients want a larger audience. So we show them how to get 10,000 fans, how to monetize it, productivity and all that great stuff.
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GH: Why is social important?
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KWP: Let me ask you a question, when you’re traveling and choosing where to go for dinner, what restaurant do you want to go to, the one with 20 cars in the parking lot or none?
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GH: Twenty.
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KWP: Exactly. That’s social proof. People see that users know, like, and trust you and it also helps you in the algorithm.
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GH: What is the 24-Hour Thunderbolt?
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KWP: I was introduced to the world of direct response marketing. All I saw were pitches and I thought—there has to be a way to develop relationships and still make money off of it. Why don’t we make short bursts of campaigns that don’t exhaust our list or ourselves? In 24-Hour Thunderbolt when we’re running a webinar, we have a 57% show up rate, top 10 in all affiliates launches, and we sell out our events. This works. GH: What steps do you need to take to prepare for a 24-Hour Thunderbolt?
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https://training.com.ve/ KWP: I like to think about it as the 2 types of people who text us. There’s 1 person who you’re excited to read the message they sent you and would take any recommendation they give you. Then, there’s the other texter that is Cousin Bernie, who we don’t want to answer.
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So, what I do is email daily and have conversational types of campaigns that I call daily friend chats. This primes my list to come and listen when I go to sell something.
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GH: What types of campaigns work best with this?
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KWP: We’ve used it for affiliate launches, but only for 24 hours—I won’t exhaust my list for affiliates. If we’re doing events, we sell out. If we’re doing webinars, it’s great. Anything you’re trying to sell and get opt-ins for, it works.
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GH: Okay, let’s deep dive into this. What are the steps of the 24-Hour Launch?
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KWP: Step 1: Decide on a Time-sensitive Reason for the Person to Buy Now You need a really good incentive, it should hurt your stomach. It’s important to train your list so that when you say it’s time sensitive, you mean it.
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Step 2: Include a Teaser Message in a Content Email The day before we run the 24-Hour Thunderbolt I’ll do a Facebook Live and Instagram story, tweet it and put it on LinkedIn. We’ll tease that the next day I have a really big announcement and then tell them who it is for and what they are going to get out of it—but then I don’t tell them what it is. Your superfans are on alert and primed to buy the next day. There aren’t any links to landing pages. We’re just creating urgency and buzz. Step 3: Schedule Your LiveCast If you go to your Facebook business page, go to Insights, and click posts, it will show you when most of your fans are online. You must put your live on when most of your fans are online. For us, that’s 11am Eastern. 654
https://training.com.ve/ Step 4: Send an Email Out the Day of the LiveCast Only send this email if you’re doing the LiveCast in the afternoon. If your LiveCast is before noon, then I don’t do this. Then I only send an email out at LiveCast start time.
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We use really creative messaging in these emails, I’m not giving them any content of any value, I’m just telling them about the product I’m selling. The announcement is, “I have a special announcement. This is the bonus and here is how you get access to it.” Focus the announcement around the bonus so they come on the LiveCast to get more information.
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The best subject lines to use is “starting now,” “your link is included,” “we’re live,” “jump on this instant.” Keep these subject lines only for these moments, don’t use them during other times.
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Step 5: Present the LiveCast
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I use the same formatting on a webinar as I do on the announcements. Who is this for, why should you care, why should you pay attention, and what value do you get from watching me. I interact with the webinar viewers, say hi to them in the comments, and create that social proof. Then, we get into the big announcement, why it matters, why it’s time sensitive, and the bonus for getting it. Then, we open to questions and answers. Be ready to keep answering the same question, over and over again.
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Make sure to announce the person’s name as people make purchases. Announcements of sales dramatically increased our sales because people want to know that others have bought first. Also, I keep my chats private. People can’t talk to each other. I’ll answer each person’s question on air and make them feel super smart for asking it, but I don’t let them talk to each other to avoid conflict. GH: What tips do you have during that call to encourage people to buy? KWP: You want to remember that nobody cares about you or your product, they just care about what it’s going to do for them. We’ll have 1 sentence 655
https://training.com.ve/ about why they should buy this, I’ll put it on a huge whiteboard with the URL and I’ll just keep pointing to it and repeating it. We need to hear the reason to do business with someone 27 times before we’re ready to buy. Love on your customers, make them feel really good for being there, and you’ll be able to sell. GH: How do you follow up with everyone who bought and didn’t buy?
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KWP: We’ll take the recording and an hour and a half after we’re done, we’ll send an email out and ask if people want to see what the huge announcement was. The recording goes on a full sales page with my offer on it.
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That evening, around 7pm, we’ll send out an email saying this is your final cart close email. Then, at 11pm I’ll send out 1 more email to everyone who opened and tell them this is the absolute last time to purchase.
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If you are using this for affiliate launches, you have to do this on cart close day. You only want them to get these messages on that day. For example, if you have an event, the ticket isn’t time sensitive but adding an offer to the ticket purchase can be.
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Also, everything we do, we always make sure it ties into something else that we do. My favorite bonus to give is time with me. I’ll do bonus calls (where they’re going to get an outcome) as an incentive. For example, recently we did a promotion for Josh Turner promoting The Appointment Generator. My bonus was a call with me where I walk through Josh’s prospecting system, then give them my Million Dollar Sales Campaign, overlay it, and rework their campaign so they can get more sales. This allows me to have a conversation with someone that just bought a $5,000 product and—I have a lead for my Mastermind class. I have multiple people in my Mastermind now that came in through that funnel. Think about how you can use the bonus to achieve another goal. GH: Can you walk us through your favorite 24-Hour Thunderbolt campaign?
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https://training.com.ve/ KWP: I did a webinar for a new product launch of How to Launch a Membership Program in 21 Days. It was $500. We had 587 people opt-in 257 showed up and we closed 18% on the webinar. I generated over $27,000 worth of sales on the campaign without any advertising. For affiliate launches, we’ve gotten in top ten with all of them off of the 24Hour Thunderbolt.
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We had 1 launch for an event in October and in August we had sold 17 tickets. We had the room blocked and if we didn’t fill it we would have to pay for them. So, we decided to launch a 24-Hour Thunderbolt. Our goal was to sell 80 tickets, we sold 72. At the event, we generated $357,000 of sales.
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We ended up hitting our 80 ticket sales by using a credit email. Instead of sending a coupon, we give them an e-gift certificate. This is how we sell out promotions when we have a few more sales to hit our goals. It’s always an odd number. We gave all of our buyers a $147.00 gift certificate to use and we sold out that day.
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I have a client that gives a $2.38 credit that works incredibly well. Credit makes us think we’re wasting money if we don’t use it over a coupon that doesn’t feel like it’s money that you own.
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That being said, you can’t ever, ever, ever give in when they beg you to give them the offer the next day. If you do this, you’ve trained them that you’ll give the offer and you no longer have the time limit.
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GH: What is 1 thing in 2018 from your business that was a massive success? We were looking for a way to scale our business and at the end of 2017, I sold my PR agency and got to focus on coaching and teaching. It had always been my true love. But, I needed a bigger audience, I only had 8,000 people. I listened to Experts Secrets by Russell Brunson and his suggestion was to do 1 webinar every week for an entire year. We grew to 127,000 people using this strategy. Right now we ROI each webinar by 7.2% every week. We stuck with the 1 thing that was working and kept doing it and kept doing it. GH: What’s the worst thing that happened in 2018? 657
https://training.com.ve/ KWP: I have 2. When I sold my business, obviously money was good and I was busy. I took my eyes off of the ball and we didn’t collect membership payments for an entire month without knowing. The PayPal subscription broke and we didn’t have a system that told us that. That was my mistake and I wasn’t going to charge my customers, so I lost tens of thousands of dollars. The second, I had somebody who was doing the marketing for us and wasn’t using relationship marketing, it was just marketing. I shouldn’t have stopped using personality-based marketing.
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GH: If you could turn back time and talk to yourself when you first stepped out as an entrepreneur, what advice would you give yourself?
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KWP: I lived in a small town in Pennsylvania and I spent too much time trying to blend in. If I could go back in time, I would tell myself, “You were created uniquely for a reason. Our passions are not an accident, they are our Godgiven superpowers and if we lean into them with full force, we can fly from the moment we start.” I would have used that to grow my list from the very beginning.
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Roland Frasier
CEO, WarRoom Mastermind
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Tool Wizardry: We Reveal Our Most Coveted, CloselyGuarded Secret Stash Of Awesomely Effective Marketing Tools For You To Steal Session Description: One of the most popular sessions at T&C every year, in this session DigitalMarketer partner, Roland Frasier, reveals all of the latest tools that we, our teams, and our high-level War Room Mastermind members are using across all of our businesses to outperform the competition, automate our businesses, and gain as many almost unfair competitive advantages as we can. If you’re looking for tools to make your life easier and your business way more successful, you won’t want to miss this one.
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https://training.com.ve/ To find the tools that others used to build their website: Builtwith.com • Use to generate leads • Use to see what others are building their website with Datanyze.com • What are the top tools in terms of the percentage of websites using them based on an industry
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Competitive Intelligence Tools: Essential:
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Similarweb.com • Detailed desktop/mobile traffic, demographic, popular pages information
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Adbeat.com • Ad histories, days on market, networks, creative landers
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iSpionage.com • Customer journey from ad network/creatives to lander
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SEMRush.com • SEO keyword research, ads, backlinks
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aHrefs.com • Backlinks, keyword/competitive analysis, rank tracking Ghostery.com • Chrome extension displays all onpage ad tech WhosMailingWhat.com • Direct mail + email campaign performance tracking Crayon.co • Complete competitive intel on product launches, site changes, and price tracking 660
https://training.com.ve/ TubularLabs.com • Video intelligence, performance tracking, and leaderboards Alexa.com • Web ranking ad competitive intelligence Optional: DataMinr.com • Discover high-impact news before the media does
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Follow.net • Lowend, all-in-one ad intelligence tool
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Whatrunswhere.com • Competitor ad intelligence tool
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Content Marketing:
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Hawkeye.ai • Uses AI to analyze the relevant web
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Grouphigh.com • Largest blogger database
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Vastclicks.com • Turn curated content into leads Storybase.com • Grow organically with content marketing Marketmuse.com • Plan, build, and optimize your content with AI Expertisefinder.com • Search engine for journalists to find audiences
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Swiped.co • Profitable marketing inspiration and analysis
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Ecommerce Tools:
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Izooto.com • Grow eCommerce using web push notifications
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LTVPlus.com • Agents that grow your sales and conversions
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Amazon:
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Zontracker.io • Track Amazon sales from Facebook ads
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Funnel, Cart, & CRM Tools:
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Ad Stuff:
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Revealbot.com • Advanced automation for Facebook ads
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Smartly.io • Combine creative and buying automation on a single platform
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Keyword Research:
Grepwords.com • Local intent keywords, commercial intent keywords, video intent keywords, suggestions for Amazon, suggestions for eBay Keywordeye.com • SEO data Keywordrevealer.com • Discover low-competition keywords 664
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Outgrow.co • Highly interactive content
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TOFU Quizzes, Contests, & Games:
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Gleam.io • Marketing apps
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Leadquizzes.com • Generates leads from quizzes
Calculoid.com • Web calculator for pricing and checkout Maitreapp.co • Referral marketing platform to launch a prelaunch campaign Upstart.me • Targeted email newsletters that you can sponsor
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SEO:
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Clickflow.com • Organic traffic
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Dibz.me • Quality link scraping
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TrafficGetting Tools:
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Bombbomb.com • Video emails
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Sigstr.com • Email signature marketing
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The List:
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Mailshake.com • Generate leads with cold emails Voilanorbert.com • Find anyone’s email address
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Tubebuddy.com • Keyword research for YouTube
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Video:
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Tubesift.com • Extract extensive lists of highly relevant and popular YouTube videos with monetization enabled
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Useloom.com • Instantly shareable videos Lumen5.com • Transform articles into videos VidIQ.com • YouTube growth Onlinefreetools.com • Extract tags from a YouTube video
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LiveStreaming:
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Belive.TV • Engagement for Facebook Live
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Restream.io • Stream live video to 30+ platforms
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Livereacting.com • Interactive Facebook live videos Liveleap.com • Automatically share Facebook Live video Images: Photofeeler.com • Rates photos on scale of competence, authenticity, etc.
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Retargeting:
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Pixelme.me • URL and UTM manager for savvy marketers
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Pixelyoursite.com • Track pixels with a Wordpress plugin
Influencers:
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Optinmonster.com • Convert visitors into subscribers
Intellifluence.com • Get reviewed, build awareness, and increase sales Klear.com • Monitor influencer programs Influencerfee.com • Influencer engagement and money calculator for Instagram 670
https://training.com.ve/ Analytics: Nachoanalytics.com • See any website’s analytics account
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En.ryte.com • Monitor, analyze, and optimize your website
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Conversion Optimization:
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Bizbible.com • Revenue attribution
Intercom.com • Acquire customers, engage customers, support customers aws.Amazon.com/polly • Turn text into life-like speech using deep learning Landbot.io • Create Chatbot 671
https://training.com.ve/ Scheduleonce.com • Online scheduling for customers and prospects Geofli.com • Convert website visitors to customers
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Pingdom.com • Insights on website availability and performance
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Wigzo.com • Personalize web, apps, and emails
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Crankwheel.com • Call inbound leads within seconds
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Leadconnect.cc • Phone Button website widget that doubles conversions
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Pushover.net • Real time notification on Android, iPhone, iPad, and Desktop
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Connectio.io • Synchronize an autoresponder into Facebook custom audiences
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Browserstack.com • Access to 2,000+ real mobile devices and browsers Privy.com • Capture emails and reduce abandonment with on-site displays and automated emails Profitwell.com • Free subscription metrics Rejoiner.com Email campaign builder and A/B tester
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Social:
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Agorapulse.com • Social media management
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Linkedhelper.com • LinkedIn sales navigator and recruiter
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Hypegrowth.com • Grow your Instagram and Twitter following Dux-soup.com Find, attract, and engage with your prospects on LinkedIn Socialmonials.com • Social media optimization that self-optimizes revenue Poweradspy.com • Facebook ad intelligence
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https://training.com.ve/ Anyleads.com • Find leads, drive traffic, and create content for lead generation
Personalization:
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Rev.com • Transcription, captions, and foreign subtitles
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Niftyimages.com • Personalized images
Rightmessage.com • Personalized website experience based on email list Swrve.com • Personalized messaging across mobile, email, web, TV (OTT), etc.
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Business Operations + Tools:
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Gong.io • Sales conversions based on scientific research
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Modok.com • Customizable portfolio of global business solutions
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Otter.ai • Notetaking and collaboration app Looop.co • LMS that delivers effective employee training Kiite.ai • Provides information from subject matter experts, existing content, and other platforms through your existing chat interface Monday.com • Visual, collaborative work space
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https://training.com.ve/ Trainual.com • Documentation and how to’s for your business for faster onboarding Leadfeeder.com • Shows you the companies visiting your website, how they found you, and what they’re interested in MadKudu.com • Predictive analytics that generate pipeline
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Frontapp.com • Shared inbox for teams
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Atlassian.com/software/confluence • Shared workspace
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https://training.com.ve/
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Clodagh Higgins
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Digital Agency Coach, Consultant, Author & Podcaster, Growit Group AS
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Unlock the People-Power in Your Agency to Achieve Your Personal and Professional Goals Session Description: In this session, Clodagh will give you step-by-step strategies to create & retain talent in your business. Learn how to get the MOST from your agency people so that you can get the MOST out of your business for you and your team.
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https://training.com.ve/ There are 7 steps to unlock the power of your team members and reach your agency’s goals. Step 1: Acknowledge the Entrepreneurs & Employees
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Entrepreneurs and employees have different traits and not embracing these differences are what makes teams fail.
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Step 2: Realize It’s All Internal
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You need to be brutally honest with yourself. What are you actually doing in this business? What is your Why? If you are in a partnership this is a great exercise to do together. Take a few hours out of the office and sit down to write your story: • • • •
Why did you start the agency? What do you believe in? What is your mission for the business? Where do you see the business going in the next year, 3 years, 5 or even 10 years? • What are your core values of the business and your personal core values? 678
https://training.com.ve/ A great tool to use for this is the VTO—Vision/Traction Organizer. Step 3: Always Be Hiring The wrong time to hire someone is when they are urgently needed in your business. You cannot give them the time to learn and grow into the role if you are putting pressure on them to deliver.
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By having an “always hiring” approach you will be able to hire the right people just before you need them. On your “We are hiring” page, have a list of job roles and descriptions of responsibilities in those roles—you may not be hiring immediately but as you grow and there is natural attrition in your business you will need to build a bench.
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Have a form where people can submit their resume and as a bonus ask them to create a video about why they would like to join your agency.
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By posting your story on your website and sharing your core values you are going to attract people who resonate with you and want to be a part of your vision.
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In order to get to your destination, you need to have all the team on the boat in the right place and rowing in the right direction.
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• To assess your crew, start with a Skills Map • Free download available on A Happy Healthy Digital Agency Resources Page, “Creating A Centre of Excellence” • This download has a list of all the skills you need people to have in your agency • Ask everyone to self-evaluate • Meet with each member of the team one-by-one and discuss their scores • Are some too high? • Are some too low? • All can be demonstrated by examples of their work. • Ask them where they see themselves in the company and discuss 679
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where you see them in the future and what they need to do to get there • Ask them what their personal goals are: • Saving for a house? • Saving for travel? • You can work with them to set targets around their job roles that are linked to helping them achieve their personal goals
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If you are absolutely not inspired to do the evaluation work, you’re not alone. Ninety-nine percent of agency owners don’t want to do this work. • If you have more than 6 people on your services/delivery team hire a manager so they have one-on-ones with your team, create career plans, help plan capacity and be the first point of escalation for any client issues. Step 5: Upskilling is the Key to Your Future The future of your agency lies in the expertise of your team. • In order to be an expert in this ever-changing world of digital marketing, it is essential to make sure everyone is learning all the time 680
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• Create a culture of learning • To get started, create a once a month lunch and learn session with your team • Have team members complete certifications together • Have brainstorming sessions with team members on ideas for your marketing • Create a “show and tell” where account managers share success stories with one of your clients and give them advice if they are stuck on something • Have 10% of your week be dedicated to learning
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Step 6: Learn Business, Learn Life
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Another challenge that agency owners experience is they feel their team has a lack of knowledge of how their business works. It’s up to you to educate your team.
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• Walk your team through your profits, revenue, expenses, margins, etc. • Work with your accountant to set some clear revenue and profit targets and share with the team • If possible, create a target for the team (like an end of year team dinner or night away) if you get 5% over your profit target for the year • Show each person how they are contributing to the profit goals • Have everyone working together
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Step 7: Build a Community
In today’s world, everyone is looking to belong to a community or a cause, your agency can be a place where people can: • Make a difference to other businesses • Positively affect lives • Grow and learn together ...Imagine creating that?
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https://training.com.ve/
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Mike Rhodes
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Founder & CEO, WebSavvy.Com.Au
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What’s Working Now in Google Ads & A.I. Session Description: A.I. is changing the game - again. In this session, Mike will teach you which Google A.I. features to leverage (and which to avoid). You’ll leave with a detailed and practical guide for your agency or business so that you can optimise your accounts and grow your revenue in 2019.
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https://training.com.ve/ When smart humans work with smart machines, we become “extra-human.” We’re able to use deep learning to predict behavior. Google Ads AI is becoming really good at making these predictions and it’s only going to get better. It’s our job as humans to define the target and it’s the machine’s job is to optimize it for maximum ROI. To define our target, we start with The Profit Curve:
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• Our maximum profit is found between Points A and B • Ideally, you want to work toward Point B because that’s where Google will favor you over the competition • Test different CPA targets to get this sweet spot • Anything past Point C is when you start spending more money than you are making
There Are 4 Strategies Working Well in Google AI: 1: Search Strategies Smart Bidding lets Google use machine learning to optimize campaigns • DON’T set it and forget it 683
https://training.com.ve/ • Test before you trust the ML Audiences Remarket to users who are searching your keywords on Google Add audiences to your search and shopping campaigns Overlay your list by uploading it into Google Use in-market audiences • Google knows who is looking to buy a product • For example, a washing machine
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• • • •
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Use Responsive Search Ads
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2: Google Display Network
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• The machine isn’t good (yet!) at writing copy • It is good at mixing and matching headlines and descriptions for us • Each ad can have 15 headlines and 4 descriptions total • Google is favoring these ads right now • Again, test, test, test • Warning: Currently the reporting isn’t great on these ads
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The most important thing is to optimize the display for the right data. To get it to optimize faster, change what you’re optimizing for. Move it further up the funnel. Optimize for people viewing the check out page or clicking the add to cart button. • This is the start of Visitor Lead Scoring Smart Display… sucks • Google takes over everything and runs your whole display campaign • Don’t use it Use The Display Grid to build your campaigns instead:
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(RELATED: [Parts 1 & 2] The Display Grid: How to Scale Your AdWords Display Campaigns Profitably with Laser-Focused Targeting and the Right Choice of Ad Type)
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Control Placement of Your Ads
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• We have a list of 3,000 websites that we’ve built over time to make sure our ads get seen on those websites • Find scripts to build your own list so you can exclude sketchy websites
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Pay for Conversions
• You set the price and only pay when you get a conversion • It’s now available on all display campaigns • Test, test, test Use Responsive Display Ads • The machine mixes and matches to see what the best ad is • Each ad can have 5 images, 5 headlines, 5 descriptions • Have at least one RDA 685
https://training.com.ve/ 3: Shopping Smart Shopping • When this works, it works really well but it’s not always working (yet) • Dynamic Remarketing • Compare an old shopping campaign and to a smart shopping campaign to get the results of the smart shopping campaign • Make sure to give the machine a target ROAS
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Feed Management is the most important thing in a shopping campaign
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• Create feed rules • Tool: Optmyzr • Show attributes of products to see why some products are getting more conversion than others
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Tool: remove.bg
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Pre-roll Ads
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4: YouTube
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• Removes the background on images to give you a clean image • Products displayed with white backgrounds sell at higher numbers
• If pre-roll ads aren’t working, you’re not targeting correctly • Template: • Grab attention in the first five seconds • Call out who the ad is for and who it isn’t for so anyone that isn’t your audience skips and you don’t have to pay for them to watch the ad • Oversize graphics • People are watching these videos on their phones • Keep it short and sweet • Have a strong call-to-action 686
https://training.com.ve/ TrueView for Action
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TrueView for Shopping
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• Click on the “Leads” action when you set up the campaign • Make your end screen look like this:
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• Create ads that are bumpers, not designed to sell a product • Filter products that fall into shopping ads • Show the same product underneath the video • This is at a campaign level • Exclude all kids shows Use the Direct Response Marketing Arc:
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Tools to Use: Genero.com
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• Writes, films, and edits ads for you
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5: The Opportunity
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• Rethink how your agency is set up • Rethink how you do marketing • Rethink how you use Google AI to get better results Where is the opportunity to grow?
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Joe Polish
Founder, Piranha Marketing
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Connected: The Weird Little Strategy That Allows You To Partner with Richard Branson, Billionaires, Movie Stars + Influencers Session Description: To become partners with industry titans, like Richard Branson, you have to become a master of your personal development, become a results leader, avoid being an information junkie, and share your knowledge. Here’s how Joe Polish has positioned himself to be partnered with these titans and to become a leader who is positively impacting the world.
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https://training.com.ve/ There are 4 steps to take to become the entrepreneur who partners with industry leaders like Richard Branson. The first is to connect with yourself first.
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• You need sleep • You need to connect with your personal life • You need to put energy into your relationships
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We live in a shallow world without a lot of depth and rarely do we deep dive on ourselves. If you’re not connected to yourself, how can you connect with customers, team members, and these massive industry titans?
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When you’re personal life is thriving, your business follows suit.
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The second is to shift from being a thought leader to a results leader.
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Your thoughts are great but what are you doing with them?
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To be a results leader, you need to have an impact, you need to change something. This comes down to understanding your purpose, which is a direct connection to connecting with yourself. The third is to avoid being a seminar junkie.
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Marketers are so promiscuous. We work on a ton of things at once and rarely focus on 1 strategy, client, or goal. You’re better off mastering 1-3 books over reading 50. That deep dive is 10x more beneficial than knowing a little about a lot. If you’re going to join a Mastermind group, go deep with that group instead of looking to join other groups too. The fourth is to share your knowledge. Go and learn things and then share what you learned with other people. Knowledge is a form of currency—it’s relationship capital. When you share
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https://training.com.ve/ your knowledge, you end up on stages you never imagined and interviewing people you’ve always looked up to.
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At the beginning of your career, you’ll get paid for what you do. One day, there will be a shift and you’ll start getting paid for who you are. You’ll become the partnership that new entrepreneurs are seeking and you’ll have the impact that you hoped for.
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Richard Lindner
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Co-Founder & President, DigitalMarketer
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Closing Keynote: Prioritizing Growth: A Proven Formula For Ranking & Prioritizing The Ideas That Will Grow Your Business (And Eliminate The Ones That Won’t) Session Description: Welcome to the event that just gave you TOO many good ideas. We want you to capitalize off of everything you have learned from the Traffic & Conversion Summit 2019 and I’m going to show you how. Here is the Ranking and Prioritization Formula DigitalMarketer uses to find the ideas with the greatest impact and highest ROI.
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https://training.com.ve/ If you attended each session at the Traffic & Conversion Summit and heard even one good idea per session, you’d have a lot of new ideas to implement in your business. If you came with a business partner, you are leaving with double that. “Capital isn’t that important in business. Experience isn’t important. You can get both of these things. What is important is ideas.” - Harvey Firestone We want you to capitalize off of everything you’ve learned from the Traffic & Conversion Summit 2019, and I’m going to show you how.
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Pro Tip: The best implementation insurance you can buy are the T&C recordings. They come out to $1.38 per recording, and you get to teach your team what you’ve learned and get them excited for the ideas you’re going to capitalize off of.
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Four Growth Levers for Categorizing New Ideas
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Acquisition
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Having too many ideas isn’t the problem. The problem is identifying the ideas that will have an impact. Which of these ideas will have the biggest impact on growing your business today? Categorize all of the new ideas in four categories:
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• Ideas that drive awareness • Ideas that generate more leads • Ideas that impact the Engage to Subscribe Phase of the Customer Value Journey If your business is taking prospects from the Subscribe to Convert Phase of the Customer Value Journey really easily, this is the idea for you. 2. Activation • Ideas that turn leads into customers • Ideas that qualify leads
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https://training.com.ve/ If you’re really good at getting leads but you can’t get them to convert or ascend in the Customer Value Journey, this is the idea to implement. 3. Monetization • Ideas that turn single purchase buyers into repeat customers • Ideas that increase customer lifetime value (LTV) • Ideas that boost subscriptions
4. Retention
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• Ideas that keep customers and buyers • Ideas that reduce churn
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If you’re great at getting people to buy, but you can’t get them to buy again, this is the main idea that you’ll take home with you.
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Now, We Analyze
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If you don’t have problems getting customers to know about your business but you can’t get them to ascend quickly and stick around long term, this is the idea for you.
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What’s currently working best in your business?
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• We focus a lot on what’s not working in our businesses which isn’t typically where growth happens • We need to scale what is working • What can be optimized to upgrade it from better to best? • What are we doing well that we could be doing better? Which of our website pages is getting the most visibility? • For example, DigitalMarketer had 1,100 people a week visiting digitalmarketer.com/products, but the page didn’t exist • Our breakthrough idea was to build a page and put all of our products on the page, leading to something miraculous 694
https://training.com.ve/ • Users came to that page and bought stuff without us sending an email, spending more on Facebook ads, or making outbound phone calls • It’s still one of the highest visited pages on our website What are the industry benchmarks? • Where are we over or underperforming? Next, Brainstorm Possible Solutions
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• Bring your team together and talk about new ideas • Don’t talk about constraints for the ideas • Don’t shut down ANY idea • Link all of the ideas to the four pillars above • Start with the executive level team, and then brainstorm with every department about every department
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The Idea Ranking System Used by DigitalMarketer
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Impact
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Time is your most valuable resource, so if you’re going to deploy it—make sure it’s worth it. For each idea you have, rank it on a scale of 1-10 for each of the below:
Confidence
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• If the impact of the idea is really high, we should probably do it
• What are the chances that this actually works? • Have we done this before? • Is our competition doing this? • Is someone we know doing this? Ease • How long should it take to do this? 695
https://training.com.ve/ • How much bandwidth do we have? • Can the team handle it? Now You Have Your Action Item • Pick your one big idea • Make sure you know how to calculate the ROI on the idea
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Which one session or idea will have the greatest impact on your business today?
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