November 17, 2023 • 36 mins
When you understand these fundamentals of conversion rate optimization you can drill down into new buyers. Generate more leads from your website, inbound telephone, or any other means. Stop being a sucker to the distraction that is marketing today.
It doesn’t matter if you do digital advertising, search optimization, or social media. These key fundamentals are more meaningful than every. Unlock new sales and profits for your business today. Better understand buyers.
Ask your questions and get free resources about writing copy that sells. Join us at https://www.adbriefing.co.uk/n...
#ConversionRate #ConversionOptimization #CopywritingTips #TargetMarketing #DirectResponse #LeadGeneration
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
It doesn’t matter if you do digital advertising, search optimization, or social media. These key fundamentals are more meaningful than every. Unlock new sales and profits for your business today. Better understand buyers.
Ask your questions and get free resources about writing copy that sells. Join us at https://www.adbriefing.co.uk/n...
#ConversionRate #ConversionOptimization #CopywritingTips #TargetMarketing #DirectResponse #LeadGeneration
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
If you want to grow your business, you've got to do things a little
bit differently, especially when it comesto marketing and advertising on the Internet.
Now, this goes for any typeof media channel. The Internet is just
a medium and it's just one ofthe many ways in which you can reach
customers. But in this example,I'm going to share with you how you
can do a conversion first approach tooptimize your sales, increase your profits,
(00:23):
and grow your business. I'm justinhit with ad briefings, copywriting tips.
If you're a copywriter, marketer,business owner, or executive, you're in
the right place. We're going totalk specifically about how you can segment your
audiences in order to increase your leadsgenerated, quality, leads generated, and
the sales conversion. And we're goingto talk about it from the perspective of
(00:46):
your website because that's kind of easyfor a lot of folks to understand.
But do bear in mind that thisworks whether you have folks calling in a
telephone and getting a proposal and buyinga complex technical service, or they're buying
from your e commerce website or anycombination thereof. More importantly, because we
(01:06):
are segmenting the audience and platform inwhich that audience engages with you. We
can optimize per sales channel. Sonow you can have one, two,
three, even five different sales channelsand reasonably manage and optimize conversion for each
of those channels. The biggest problemwe have today is there are too many
(01:27):
choices. So I also zero inon two specific metrics that you can use
to grow your business, and thenthe analysis of those metrics are used to
improve your overall performance. Now,when I say metrics, we are talking
about measures that are normalized, quantifiable, and easy to understand so that you
(01:49):
can make accurate business decisions. Now, what is normalized mean. It means
that if we're comparing two different platforms, we have a a rational perspective to
know which contributes to leads and whichcontributes to sales, so that we can
do more of what creates results.Now I've already kind of touched on it
(02:12):
that we're using multivariant metrics. We'reusing multiple aspect metrics. So for example,
we're not looking at impressions all byitself. We're not looking at likes
or follows or just engagement. We'relooking at combinations of impressions and likes for
particular content areas. So we endup having a source which is the content
(02:36):
itself, the creative itself. Wehave a medium which is the platform that
it's on, and then we havesome kind of campaign which is the larger
context of the offers and the differentelements of what it is the customer is
going to engage with. And Isay customers because this is very important.
Too many marketers, business owners,executives, even copywriters make the mistake of
(02:59):
writing very good marketing campaigns for thewrong audience. If someone's got hemorrhoids and
you're offering them fungal cream, theyaren't going to buy, no matter how
good the campaign is, no matterhow good the offer is, no matter
how well you present the fungal cream. They've got hemorrhoids. And I don't
mean to be rude, but sometimeswe've got to go in there and just
(03:22):
be honest about what we're doing.Too often we chase vanity metrics like the
number of impressions the visitors to thewebsite, how many people are on our
Facebook channel, how many people areon TikTok, and that allows us to
be taken advantage of by the hype. You know, the hype I'm talking
about where they say Facebook is theplatform that you've got to be on for
business, Twitter's the platform, TikTok'sto the platform. There's so many platforms.
(03:46):
Like I said, there's an unlimitednumber of choices in the marketplace,
and each of these channels are vyingfor your attention, They're vying for your
marketing dollars. How do we knowwhich marketing channel is the one that's going
to generate more sales, more profits, and more long term value to your
business. Now, when I gothrough these different channels, I want you
(04:09):
to grab a sheet of paper andI want you to think about this in
your head. What are the channelsthat lead to business in your organization?
Not the channels you want to chase, but right now today, what channels
create sales? And I'm gonna giveyou a little bit of background about where
I'm coming from. I am adirect response marketer. That means that each
(04:30):
of these channels, if I'm goingto focus content, if I'm going to
focus attention, if I'm going totake the time to buy ads, if
I'm going to go ahead and letpeople on that channel know what it is
that I have to offer, Iwant to know that that channel works in
a direct and responsive way. Whatdid I mean by that? That means
(04:51):
am I generating leads? Now?A lead is someone who asks for additional
information at your website. They canbe called an inquirer. They're asking about
a specific product or service, orthey've expressed to you they have a specific
problem that you can possibly solve forAnd buyers, these are customers, people
(05:11):
who have made a decision to giveyou money for something. And they are
the customers, the clients, thepatients. They are the person who is
who you serve in the business.See, you don't work for Google,
you don't work for Facebook, youdon't work for some kind of search engine.
You are a self employed or abusiness owner or an executive, the
(05:35):
master of your own domain. Buthere's the problem. All of these platforms
distract from the key important value ofthe business. That key important value is
the equity you create in customers throughtheir votes for what it is that they
want in your business. So howdoes the customer, the client, the
patient, how do they vote inyour business to tell tell you what they
(06:00):
want to buy and what they don'twant to buy. Well, they do
it through their dollars. Now,if you're running an international business and you've
got dollars pay soos you know ininreming b Again, it's the monetary behavioral
change that shows you the difference betweenwhat works and what doesn't. That's the
foundation of what we're going to talkabout here. Now, I said,
(06:24):
there are many audience channels places wherecustomers exist today that you would love to
have buying your products and services.And if you know who is a customer,
we can build out a buyer persona, we can build out a customer
avatar, and now when we approachthese channels, we're a little bit better
off than what you were before.But my background is multi channel marketing,
(06:48):
and back in the day, itwas mail order, fax orders, it
was email, internet, storefront,a lot of different things. So I've
worked with Lillian Vernon, which isone of the biggest catalog companies. They
sell consumer goods. I've worked withAuto Trader that has a catalog website.
(07:09):
I've worked with Dominion Enterprises. I'veworked with a lot of different e commerce
companies. But I've also sold petroleumservices directly, fuel services directly, and
commodity fuel and petroleum product directly.I've also sold other products and services,
including technical services, engineering services,government contracting. The key is, though,
(07:31):
that there's always different places where yourprospects exist and live today. And
if you can avoid the siren songof chasing the latest and greatest platform,
we can put in place key metricsthat help us understand where customers come from,
where leads come from. This iscalled our lead and sales attribution.
(07:53):
And now we can start focusing ourlimited advertising budget on key places where if
we place the right offer, LikeI said in the example, if they've
got hemorrhoids and you send them atoe fungal advertisement, they're not gonna buy.
But if you know who has hemorrhoidsand you offer them a hembrrooid cream,
you're gonna be so much ahead ofthe game. Now we can also
(08:16):
start doing product development, because ifthey've got hemorrhoids, they can have a
cream, they can have a homeremedy, they can have a doctor's visit,
they can have so many different things. So let's talk about segments.
Okay, we're gonna stop being rudeand we're gonna talk about segments. There
are specific buyer segments or stages inthe buying process see, we're not selling
(08:37):
the way we want to sell.We're helping facilitate the buying engagement. And
that's very important to write down.And so when we're talking about the different
channels in which customers can come toyour website in this example, or your
storefront or call you on the telephone, we want to know where these customers
exist today and then we want toengage with them in a meaning way,
(09:01):
get them to come to our website, get them to call our business,
and then based on who purchases,we want to adjust our front end.
This is really a funnel. Soon the very front of the funnel,
we have our prospects, people whomatch our customer avatar, who matched the
buyer persona, but who are notyet engaged in a buying relationship with our
(09:24):
organization. These prospects live on Google, Facebook, Twitter, Instagram, Pinterest,
YouTube, Rumble, Bitch, Huge, you know Apple podcasts. They're
they're the public people on your website. They're at Reddit, they're at TikTok.
Can you see how difficult this canbe? Now, when you work
with an agency, they can specializein these different channels. They can they
(09:46):
can do a lot of different things. My agency is conversion oriented first,
So I don't really care which channelyour prospects live. I want them to
take a step towards your products andservices, to step up up to your
offers and become inquirers, asking specificallyhow you might be able to help help
them solve specific problems. Now there'sa keynote, there's a key here.
(10:09):
You want to help them solve problems, and sometimes we have to help them
solve small problems in order to gettheir name, their email address, their
telephone number, maybe their postal address, or to otherwise qualify them as a
marketing lead before we make an offer. Now, this is very important because
if you don't know what the problemis that your prospects face wherever those prospects
(10:33):
live online, then how will youget them involved in what it is that
you have to offer. See,you've got the towfungle cream with people who
don't have tow fungus. Now,the toe fungal cream goes to athletes,
it goes to people who do outdoorsports, people who wear shoes, people
who are in situations where they mayhave certain types of symptoms. What are
(10:58):
the symptoms for your products and servicesthat you can put out as lead magnets
or other types of trip wires ortriggers in the prospecting realm, so that
when they click a link, whenthey engage. Now, let's not confuse
an impression as engagement. Let's notconfuse alike as an engagement. Let's not
even confuse a follow as an engagement. When they click a link and come
(11:24):
to your website or pick up thephone and call your office, then they
become an inquiry. You may notbe aware, but you can tag from
the prospecting realm to the inquiry realmdifferent types of universal tags that help you
know what it was. The source. Remember we said source is the creative,
(11:45):
the medium is the channel or platform, and then the campaign gives us
information about what types of offers.Now, there are other keys, and
there's tracking software, and all thatstuff is important, but it isn't.
The key of what we're we're tryingto determine here is that where did that
lead come from? So someone's goingto get on your site and they're going
to inquire from you by asking aquestion, by requesting a special report,
(12:09):
by downloading a certain piece of information, by watching a video and providing their
contact information. This is incredibly important. How do you know you have an
inquirer because they have given you information. Now, yes, I know you
can tag individuals or pixel individuals whohave certain types of behaviors and it starts
(12:33):
to put them on lists. Andwe want to be building mailing lists in
our prospecting world. But we wantto build mailing lists of individuals who have
expressed a certain interest through a behaviorbecause we know and you know that there's
tits and ass all over Google,Facebook, Twitter, Instagram, all the
(12:54):
first traps on Pinterist, YouTube andother public websites. We know there's spam
out there. And until that personwho sees your piece of content, your
short video, your podcast, youroffer, and again we don't necessarily want
(13:15):
to be throwing offers out there thathave monetary decisions because we don't know enough
about that individual until they opt intoyour website. Now, before they buy
from your products and service, wemight need a little bit more information.
Many of my clients sell complex technicalservices, accounting or professional services. They
(13:37):
sell medical services or other types ofcomplex opportunities, many times high ticket opportunities,
and just having the email is notenough. We need an email and
then some kind of prospect survey,so we could churn them in our own
platform. This is very important becausein many environments, once they inquire,
we go from an unlimited number ofplatforms to just the and in this case,
(14:01):
for the example that I've written downhere, and by the way,
my notes here are available on aPDF if you would, if you write
in, if you visit www dotadbriefings dot co dot uk, go to
the contact page and ask about combiningsocial analytics or conversion rate optimization and we
can get you a copy of whatI'm looking at right here, because I
(14:22):
understand on MANI channels this will bethis will be just audio. And so
when they're an inquiry on your websiteand they've opted in or they've made a
telephone call, you're going to havelimited information about these individuals. But if
they're in your customer relationship management system, in your marketing automation system, or
some other kind of platform where youcan follow up on that individual, you
(14:45):
could send them an email that asksthem to complete a survey. This is
called a prospect survey. We're buildinga catalog of their interests and desires.
And this we have to understand.Privacy is dead today, but this helps
us better understand the individuals who haveasked for information. Now, again,
there are analytics and insights on everyone of those prospecting channels. You can
(15:11):
go to Facebook Insights and see demographicinformation. You can go to Twitter insights
and see what posts people engage with. There's so much information there, but
we have to narrow it down,and we narrow it down by the behavior
of the prospect who visits the websiteand becomes an inquiry so that we can
make relevant offers. Now there aretwo more layers here, but we have
(15:33):
to understand that once someone is alead, and this is very important,
then we can offer them something specificto their need. So let's say you're
a pharmaceutical company or you offer naturalhealing solutions, and you have someone who
comes to the website and specifically tellsyou that they have hemorrhoids, not necessarily
just saying I have hemorrhoids, doctor, how can you help me. They
(15:54):
might be going to specific content relatedto hemorrhoids. They might be gone.
I know, folks, bear withme. This is I have to be
dramatic with this so that you'll getthis. Because too many people are distracted
by the sirens song of cool analyticsand dashboards, when it really is leads
and sales that matter. But ifsomebody identifies their interested or they have the
(16:15):
problem of hemorrhoids, now you canmake specific offers to them privately based on
the medium that you have available theemail, the phone, the fact that
they're attending a webinar, and ultimatelyyou can make specific offers and they'll make
a decision. But then the toefungus guys aren't being distracted by the hemorrhoid
guys, and the toe fungus peopleare getting specific to fungus offers. So
(16:40):
remember my experience is direct response marketingand channels. So we're going to take
people from Facebook, Twitter, andInstagram. We're going to get them on
an email mailing list that asks someadditional questions and builds out a contextual profile
that sub segments these individuals into buyingcohorts and then within that buying cohort which
(17:04):
and now we're deep down to sideto funnel. By the way, if
this doesn't make sense, please askyour questions, because this is the fundamental
of advertising. This isn't branding,This isn't you know, getting getting exposure,
This isn't wasting your advertising dollars.This is drilling down to buyers,
people in the marketplace who have aproblem that they want to pay money to
(17:26):
solve, and that they're in theright place so that you can make a
specific offer to these individuals. Andthe automation of your inquiry funnel, where
your lead funnel is going to sift, sort and qualify. So now you
can focus all your attention on peoplewho are pre qualified to buy, not
(17:47):
pre qualified to get more information fromyour website, not pre qualified to attend
another webinar that's expensive to produce,but ready to buy, and then you
can make specific offers to these individuals, and that is your buyer buy tier.
Now, again, we can segmentthis by initial platform. We can
segment this by content or topic.We can segment this by your product line.
(18:11):
We can segment this by the typesof services that you have. We
can segment this by the types ofproblems your prospect has. But again it's
a funnel that goes from prospect toinquiry to buyer. Now, if you
really want to be clever about this, don't be clever in the latest creative,
be clever on how you're tagging theseindividuals how you're cooking these individuals,
(18:33):
and maybe even how you're getting somekind of initial sale to get their full
contact information, and then following upon your back end, which is your
sales funnel, in order to getrepeat purchases. Now, if we've done
this right, we can optimize forconversion using the information we know about repeat
buyers, and then go back tothe original platforms and prospects and narrow our
(18:56):
focus using advertising in order to zeroin on people who have problems and who
want to solve those problems because theyhave the money, they have the desire,
they have the authority, they haveall the buying criteria. See when
I was going door to door inindustrial parts selling diesel fuel, I would
(19:18):
knock on a door of only thosepeople who had fleet vehicles. That means
vans and trucks with the company nameand logo on it. It made my
life easy because I could see thetruck around town and call the phone number
on the truck and say how manyvehicles do you have? And they would
say five vehicles, and I'd saygreat, it sounds like I can save
(19:38):
you money on your gasoline and dieselfuel. Is that something you're interested in
and they would say, yes,I'm interested in when can you show up.
See, they were literally inviting meto pitch them on a commodity product,
a not very exciting commodity product,a commodity product that's on every street
corner. But they would invite meinto their business. They would invite me
(20:02):
to their meetings, and then Icould invite them to events and offer them
a specific solution for their problems,and they were very happy. I sold
millions of dollars of gasoline and dieselfuel, one gallon at a time by
finding highly qualified individuals who could makebuying decisions, who had problems I could
(20:26):
solve. And so when we're lookingat today's digital marketing world, you have
to understand all these distractions are sofar removed from the actual conversion of a
person who has problems, who canmake decisions, into something that's going to
alleviate alleviate the pain and suffering theyhave. Now this is where the context
(20:48):
comes in. We write our buyerpersonas based on buyers, not people who
are tire kickers, not people whoare interested somebody who wants to save a
couple dollars a month because they've gotone company vehicle was not a prospect of
someone selling fleet services. They canafford to drive down two more blocks to
go to a different gas station.They didn't have the risk of fuel theft.
(21:14):
They didn't have the problem with driversgetting stuck at a convenience store talking
to the nice young lady at thecounter and wasting their time because they're paid
by the hour. They didn't havethe problems that I could solve with a
simple commodity solution applied in appropriate way. If you feel like your products and
services are commoditized, or you're ahighly competitive market and you're not focusing on
(21:37):
repeat buyers, and you're not taggingthose repeat buyers, or cooking those repeat
buyers, or using the data servicesthat are available to drill down and literally
clone your very best buyers by appendingto your list, by doing audience matching
in your list, or by doingthe other things, then the only result
(22:00):
all you will have is slugging throughsocial media channels, slugging through search engine
optimization, wasting money on creating contentthat nobody's gonna look at, or being
being clever, and you're going tobe just like the thoughts and the other
attention whores online screaming, look atme, look at me. I could
(22:21):
solve problems rather than having conversations withhighly qualified prospects who can buy your products
and services. Now again, ifyou're in a commodity world and you're the
right aid on the corner, andyou've got toe fungus and you've got condoms,
and you've got anal creams, andyou've got hemorrhoid creams, and you've
got candies at the front register,that's a different business. And God bless
(22:45):
you for being in it, becausethere are people with problems in the marketplace.
But if you're selling five figure highticket services such as copyrighting and marketing
services, if you're selling legal servicesand solutions for big problems in business,
if you're selling IT services. Iused to sell it integration services, which
(23:06):
would include the acquisition of computers andthe installation. Why would we just sell
them a computer when we can helpthem install it and configure their network and
install network drops and help them solveproblems in the business. If you're selling
five figure transactions, we have customerlifetime values that are in the millions,
then you must understand. And bythe way, if you don't have customer
(23:30):
lifetime values in the millions. Thisis how you get there. It is
multi channel direct response marketing, focusingon measuring the leads and sales, building
out attribution maps, building out contentmaps that are relevant to buyers, and
then going back into the advertising spaceand just skipping the line. We're literally
(23:51):
instead of posting new content every day, we're skipping the line and getting maximum
attention of target prospects because we've paidfor access. Now, I know a
lot of you guys don't want topay for access. You've got anemic marketing
budgets. Your advertising budgets are notreplenished every month. There you don't have
marketing reserves so that you can jumpon an opportunity. And that's because you
(24:14):
don't have the audience segmentation of prospects, inquirers, buyers and repeat customers.
And it's because you don't have platformtagging so that you can understand where your
customers are. And it's because youdon't have the analytics in place to test
different marketing channels. I said YouTube, rumble bit Shoot. You might not
even know what rubble and bitchhoot is. You might think it's a conservative cesspool.
(24:36):
As you've been told in the liberalmedia. But the truth of it
is is that videos that work onYouTube also work on Rumble and Bitch Shoot,
and it's different audiences. These differentaudiences and video marketing channels you wouldn't
know work unless you've got a funnelin place that generates leads and generates customers,
and now can attribute within a narrowscopeof platforms, who is engaged,
(25:02):
what are their problems and challenges,who are the decision makers, do they
even have a budget? And thenagain making specific offers so that you can
get them on board with what itis that you have to offer. We
want to determine what creates over inquiryand promote that at the prospect level.
We want to target the content audienceand offer then pixel so we know about
(25:25):
conversion, because the conversion is goingto be something that is meaningful to a
name on a list or a monetarytransaction. Now there are other things that
we can track that have to dowith events, that have to do with
opt ins and different things to helpbuild those audiences in the platforms. Because
if you do figure out that Facebookis converting a lot of customers in a
specific area, we can go backand amplify that. But again, if
(25:48):
you're distracted by the Google, Facebook, Twitter, Instagram, Pinnerist, YouTube
brumbles, Bitshoot, Apple podcasts,Google podcasts, the thousands of different platforms
that are available on the front endthat are constantly screaming for attention because they
need a commodity audience, you're goingto miss the fact that we can generate
(26:08):
a lead and then really get tounderstand that lead, and that allows us
to sell a higher ticket solution toa number of people who are highly qualified
to buy, and then ultimately improvethe quality of leads, generate more sales,
(26:29):
improve the profitability of your business,and start restoring those advertising dollars.
And that's what I'm going to leaveyou with right now, when I say
go back and advertise instead of creatingmore content or trying to do something free
or trying to be a cheap bastard. I know that you can buy the
advertising because you're buying speed. Ittakes time for you to create content.
(26:51):
You might even be paying staff tocreate content. And content creation is fun,
it's exciting to be creative. Butyou don't want to wait six months.
You don't want to have a salescycle that takes twenty days or ninety
days or eighty days. If youknow something about who is a qualified buyer
for your service, you can testyour understanding by making certain types of lead
(27:14):
offers in front of those people,and you can jump to the front of
the line and skip the slowness thathas to do with organic traffic, that
has to do with gaining engagement,and simply make an ab split offer and
say, hey, you've got hemorrhoids, We've got a solution. Click here
for more information. It really isthat simple. And now your toe fungus
(27:38):
ads go to people with toe fungus, and your hemorrhoid cream goes to those
with hemorrhoids. And again, Iam really blunt about this because it is
that simple. We don't need todistract it, we don't need to be
sensitive to their issues and needs,because we're now targeting specific buyer personas and
(28:00):
customer avatars, and very often onlythose people will see what we have to
offer. Because remember, all ofthese platforms sell advertising. All of these
platforms give preference to advertisers. Allof these platforms want you to come back
as an advertiser. So rather thanbeing a consumer of these platforms, rather
than being the free contractor that worksfor these platforms that doesn't get compensated,
(28:26):
you now become their customers. Andwith the methodology that we're talking about here
for optimization, you're now able tosay, I've got one thousand dollars today
and I'm going to spread it overthese platforms, and I'm going to focus
my money on the platforms that makeme new money, and that new money
is going to replenish your original thousanddollars. And next thing, you know,
(28:48):
you can spend an incredible amount ofmoney to get a new customer because
you have high customer net worth,high customer lifetime value, you have lower
cost per sale, you have highertransaction amounts, and we're now measuring that
with fewer tools and testing in theseother environments. And Folks, if you
(29:10):
don't get this right now and yourcompetitor understands this, they'll be able to
pay ten to fifteen times your costper lead. I had a client that
paid twenty seven thousand dollars per lead. Now, again, they're selling multimillion
dollar services, but it scales.Maybe you're spending fifty dollars to get a
(29:30):
lead right now, and you canafford to spend five hundred dollars to get
a lead, and your competitor thinksthey can only spend fifty Who is going
to buy up all the leads ina short term, because remember, just
because they're interested in something doesn't meanthey're ready to buy today. And that's
why we do the lead so wecan follow up in our own media.
But folks, if you don't understandthis, or you even have a question,
(29:53):
or maybe you think I'm telling yousomething that's completely wrong and you want
to challenge what we're saying here,that's your hand and ask a question.
If we were in a room andwe pulled up your analytics and we started
segmenting your marketing funnels and your salesfunnels, and we had this all drawn
out on a whiteboard, you wouldrealize how much money you're wasting, and
(30:14):
how we could take that waste andreinvest it in new customers, in new
profits, and start getting a returnon our advertising spend, start getting a
return on an investment of time,resources and attention, And you would realize
what bullshit these brand agencies are puttingup in front of you, what kind
of bullshit the platforms themselves are tellingyou. When you get a postcard in
(30:38):
the mail asking you to advertise onGoogle AdWords or Google ad Sense, to
use these ad platforms, and you'reholding a postcard in your hand, and
they're telling you how important digital marketingis, and they're telling you how valuable
it is to have impressions on theirenvironment. It doesn't click that they're using
a postcard that they had sales repscall you, because again, they're selling
(31:04):
the sexy, they're selling the sizzle. I'm about hardcore, direct response,
accountable advertising, knowing what works andwhat doesn't, and then focusing those ad
dollars not where we have the greatestreach, not where we have the greatest
engagement, not where we can beseen by other people. Now, if
(31:26):
you've got shareholders, there's some valueand brand advertising, but the majority of
my customers are five million dollars inbigger They have hardcore technical services, professional
services. They're delivering something that istangible. They're delivering a five figure,
a six figure, even seven figureservices, and they don't have time to
(31:49):
play against the unilevers, the amazons, the large companies that can dump millions
of dollars a day into their advertising, because all they've got to do is
excite the shareholders in order to gettheir more investment dollars. And they don't
have to make a profit. Butif you've got to make a profit to
pay for your kid's tuition, ifyou've got to make a profit to keep
(32:10):
the lights on every day, ifyou've got to be able to have net
results from your advertising, and youeven don't you something was unclear about this,
then you need to visit www.Dot adbriefings dot co dot UK.
Now, we have clients around theworld, and if you're interested in working
with us, you have to behighly qualified. So this isn't about you
(32:31):
telling me that you want us youwant us to start optimizing your conversion.
This is about making sure you understandthe audience segmentation levels. Because once you
understand audience segmentation levels, then wecan do pixels, Then we can do
link tracking, then we can domarketing tests, then we can do all
(32:52):
the other clever things that they're tryingto confuse you with, and we can
know for every dollar we spend onadvertising, how many dollars are we getting
in sales, how many shekels,how many rules, how many rimming me,
how many how much is coming back. We can start building equity in
our customers by building lists of individualswho've bought specific products and services. We
(33:16):
can start doing the different types ofcross selling. We can start now focusing
our energy, time, effort andresources on revenue generation, highly qualified leads,
and building your business rather than chasingbrass rings and tits and ass on
social media sites. Because the distractionis real. They've marketed, they've these
(33:42):
platforms are so good that they havemonetized your attention even when they're trying to
sell you their products and services.So Google makes money with you using their
search engine, whether or not youbuy their advertising. I want you to
make money. I want you toget the results. I want you to
build your bottom line. I wantyou to get what you're looking for.
(34:06):
So, if anything about what i'veshared here today in this mini course about
conversion rate optimization and what we're lookingfor in the analytics and how we're structuring
our campaigns, if anything is unclear, you owe it to yourself to visit
me at www. Dot Adbriefings dotco dot UK. Go to the contact
(34:30):
page ask for more information. There'sno obligation because again I want to make
sure I understand the problems you havethat you're qualified. You could actually do
business with us before anything else,and it costs me very little because I
have a system in place and I'mwilling to show you podcasts and free resources.
By the way, the website iscovered with a free newsletter and free
stuff. You can have all thefree stuff you'll want. But if you're
(34:52):
serious about increasing the sales and increasingthe profits in your business, then make
sure you understand and this. Listento this mini course again. Make sure
you understand this because nothing has changedsince the day of classified ads and newspapers.
Nothing has changed since the day ofdoor to door salespeople. We have
(35:13):
to optimize our time. We haveto optimize our investment of ad dollars.
We need to optimize our overhead contributedoverhead and relate it to acquiring new customers.
We need to shorten sales cycles,and we need to get customers who
can pay, stay and refer.I'm justin hit with ad briefings copywriting tips
where we talk about words that sellliterally, how to use conversations to create
(35:39):
conversion, and then of course theoptimization of that conversion so that we can
create and keep more profitable customers,I want to thank you for being a
part of this today. If youleave my voice today with questions, I
encourage you at least email or commentor do something to try to help us
(36:01):
understand where I failed and where youneed a little bit additional information so that,
of course you can implement this becausethis is how marketing really works.
This is the behind the scenes,This is the key foundations that are necessary
whether you hire my agency or youhire somebody else's agency in order to actually
(36:25):
have conversion. Thanks for listening,Thanks for being a part of what we
do. I'm justin hit with adbriefings, copyrighting tips,
If you want to grow your business, you've got to do things a little
bit differently, especially when it comesto marketing and advertising on the Internet.
Now, this goes for any typeof media channel. The Internet is just
a medium and it's just one ofthe many ways in which you can reach
customers. But in this example,I'm going to share with you how you
can do a conversion first approach tooptimize your sales, increase your profits,
(00:23):
and grow your business. I'm justinhit with ad briefings, copywriting tips.
If you're a copywriter, marketer,business owner, or executive, you're in
the right place. We're going totalk specifically about how you can segment your
audiences in order to increase your leadsgenerated, quality, leads generated, and
the sales conversion. And we're goingto talk about it from the perspective of
(00:46):
your website because that's kind of easyfor a lot of folks to understand.
But do bear in mind that thisworks whether you have folks calling in a
telephone and getting a proposal and buyinga complex technical service, or they're buying
from your e commerce website or anycombination thereof. More importantly, because we
(01:06):
are segmenting the audience and platform inwhich that audience engages with you. We
can optimize per sales channel. Sonow you can have one, two,
three, even five different sales channelsand reasonably manage and optimize conversion for each
of those channels. The biggest problemwe have today is there are too many
(01:27):
choices. So I also zero inon two specific metrics that you can use
to grow your business, and thenthe analysis of those metrics are used to
improve your overall performance. Now,when I say metrics, we are talking
about measures that are normalized, quantifiable, and easy to understand so that you
(01:49):
can make accurate business decisions. Now, what is normalized mean. It means
that if we're comparing two different platforms, we have a a rational perspective to
know which contributes to leads and whichcontributes to sales, so that we can
do more of what creates results.Now I've already kind of touched on it
(02:12):
that we're using multivariant metrics. We'reusing multiple aspect metrics. So for example,
we're not looking at impressions all byitself. We're not looking at likes
or follows or just engagement. We'relooking at combinations of impressions and likes for
particular content areas. So we endup having a source which is the content
(02:36):
itself, the creative itself. Wehave a medium which is the platform that
it's on, and then we havesome kind of campaign which is the larger
context of the offers and the differentelements of what it is the customer is
going to engage with. And Isay customers because this is very important.
Too many marketers, business owners,executives, even copywriters make the mistake of
(02:59):
writing very good marketing campaigns for thewrong audience. If someone's got hemorrhoids and
you're offering them fungal cream, theyaren't going to buy, no matter how
good the campaign is, no matterhow good the offer is, no matter
how well you present the fungal cream. They've got hemorrhoids. And I don't
mean to be rude, but sometimeswe've got to go in there and just
(03:22):
be honest about what we're doing.Too often we chase vanity metrics like the
number of impressions the visitors to thewebsite, how many people are on our
Facebook channel, how many people areon TikTok, and that allows us to
be taken advantage of by the hype. You know, the hype I'm talking
about where they say Facebook is theplatform that you've got to be on for
business, Twitter's the platform, TikTok'sto the platform. There's so many platforms.
(03:46):
Like I said, there's an unlimitednumber of choices in the marketplace,
and each of these channels are vyingfor your attention, They're vying for your
marketing dollars. How do we knowwhich marketing channel is the one that's going
to generate more sales, more profits, and more long term value to your
business. Now, when I gothrough these different channels, I want you
(04:09):
to grab a sheet of paper andI want you to think about this in
your head. What are the channelsthat lead to business in your organization?
Not the channels you want to chase, but right now today, what channels
create sales? And I'm gonna giveyou a little bit of background about where
I'm coming from. I am adirect response marketer. That means that each
(04:30):
of these channels, if I'm goingto focus content, if I'm going to
focus attention, if I'm going totake the time to buy ads, if
I'm going to go ahead and letpeople on that channel know what it is
that I have to offer, Iwant to know that that channel works in
a direct and responsive way. Whatdid I mean by that? That means
(04:51):
am I generating leads? Now?A lead is someone who asks for additional
information at your website. They canbe called an inquirer. They're asking about
a specific product or service, orthey've expressed to you they have a specific
problem that you can possibly solve forAnd buyers, these are customers, people
(05:11):
who have made a decision to giveyou money for something. And they are
the customers, the clients, thepatients. They are the person who is
who you serve in the business.See, you don't work for Google,
you don't work for Facebook, youdon't work for some kind of search engine.
You are a self employed or abusiness owner or an executive, the
(05:35):
master of your own domain. Buthere's the problem. All of these platforms
distract from the key important value ofthe business. That key important value is
the equity you create in customers throughtheir votes for what it is that they
want in your business. So howdoes the customer, the client, the
patient, how do they vote inyour business to tell tell you what they
(06:00):
want to buy and what they don'twant to buy. Well, they do
it through their dollars. Now,if you're running an international business and you've
got dollars pay soos you know ininreming b Again, it's the monetary behavioral
change that shows you the difference betweenwhat works and what doesn't. That's the
foundation of what we're going to talkabout here. Now, I said,
(06:24):
there are many audience channels places wherecustomers exist today that you would love to
have buying your products and services.And if you know who is a customer,
we can build out a buyer persona, we can build out a customer
avatar, and now when we approachthese channels, we're a little bit better
off than what you were before.But my background is multi channel marketing,
(06:48):
and back in the day, itwas mail order, fax orders, it
was email, internet, storefront,a lot of different things. So I've
worked with Lillian Vernon, which isone of the biggest catalog companies. They
sell consumer goods. I've worked withAuto Trader that has a catalog website.
(07:09):
I've worked with Dominion Enterprises. I'veworked with a lot of different e commerce
companies. But I've also sold petroleumservices directly, fuel services directly, and
commodity fuel and petroleum product directly.I've also sold other products and services,
including technical services, engineering services,government contracting. The key is, though,
(07:31):
that there's always different places where yourprospects exist and live today. And
if you can avoid the siren songof chasing the latest and greatest platform,
we can put in place key metricsthat help us understand where customers come from,
where leads come from. This iscalled our lead and sales attribution.
(07:53):
And now we can start focusing ourlimited advertising budget on key places where if
we place the right offer, LikeI said in the example, if they've
got hemorrhoids and you send them atoe fungal advertisement, they're not gonna buy.
But if you know who has hemorrhoidsand you offer them a hembrrooid cream,
you're gonna be so much ahead ofthe game. Now we can also
(08:16):
start doing product development, because ifthey've got hemorrhoids, they can have a
cream, they can have a homeremedy, they can have a doctor's visit,
they can have so many different things. So let's talk about segments.
Okay, we're gonna stop being rudeand we're gonna talk about segments. There
are specific buyer segments or stages inthe buying process see, we're not selling
(08:37):
the way we want to sell.We're helping facilitate the buying engagement. And
that's very important to write down.And so when we're talking about the different
channels in which customers can come toyour website in this example, or your
storefront or call you on the telephone, we want to know where these customers
exist today and then we want toengage with them in a meaning way,
(09:01):
get them to come to our website, get them to call our business,
and then based on who purchases,we want to adjust our front end.
This is really a funnel. Soon the very front of the funnel,
we have our prospects, people whomatch our customer avatar, who matched the
buyer persona, but who are notyet engaged in a buying relationship with our
(09:24):
organization. These prospects live on Google, Facebook, Twitter, Instagram, Pinterest,
YouTube, Rumble, Bitch, Huge, you know Apple podcasts. They're
they're the public people on your website. They're at Reddit, they're at TikTok.
Can you see how difficult this canbe? Now, when you work
with an agency, they can specializein these different channels. They can they
(09:46):
can do a lot of different things. My agency is conversion oriented first,
So I don't really care which channelyour prospects live. I want them to
take a step towards your products andservices, to step up up to your
offers and become inquirers, asking specificallyhow you might be able to help help
them solve specific problems. Now there'sa keynote, there's a key here.
(10:09):
You want to help them solve problems, and sometimes we have to help them
solve small problems in order to gettheir name, their email address, their
telephone number, maybe their postal address, or to otherwise qualify them as a
marketing lead before we make an offer. Now, this is very important because
if you don't know what the problemis that your prospects face wherever those prospects
(10:33):
live online, then how will youget them involved in what it is that
you have to offer. See,you've got the towfungle cream with people who
don't have tow fungus. Now,the toe fungal cream goes to athletes,
it goes to people who do outdoorsports, people who wear shoes, people
who are in situations where they mayhave certain types of symptoms. What are
(10:58):
the symptoms for your products and servicesthat you can put out as lead magnets
or other types of trip wires ortriggers in the prospecting realm, so that
when they click a link, whenthey engage. Now, let's not confuse
an impression as engagement. Let's notconfuse alike as an engagement. Let's not
even confuse a follow as an engagement. When they click a link and come
(11:24):
to your website or pick up thephone and call your office, then they
become an inquiry. You may notbe aware, but you can tag from
the prospecting realm to the inquiry realmdifferent types of universal tags that help you
know what it was. The source. Remember we said source is the creative,
(11:45):
the medium is the channel or platform, and then the campaign gives us
information about what types of offers.Now, there are other keys, and
there's tracking software, and all thatstuff is important, but it isn't.
The key of what we're we're tryingto determine here is that where did that
lead come from? So someone's goingto get on your site and they're going
to inquire from you by asking aquestion, by requesting a special report,
(12:09):
by downloading a certain piece of information, by watching a video and providing their
contact information. This is incredibly important. How do you know you have an
inquirer because they have given you information. Now, yes, I know you
can tag individuals or pixel individuals whohave certain types of behaviors and it starts
(12:33):
to put them on lists. Andwe want to be building mailing lists in
our prospecting world. But we wantto build mailing lists of individuals who have
expressed a certain interest through a behaviorbecause we know and you know that there's
tits and ass all over Google,Facebook, Twitter, Instagram, all the
(12:54):
first traps on Pinterist, YouTube andother public websites. We know there's spam
out there. And until that personwho sees your piece of content, your
short video, your podcast, youroffer, and again we don't necessarily want
(13:15):
to be throwing offers out there thathave monetary decisions because we don't know enough
about that individual until they opt intoyour website. Now, before they buy
from your products and service, wemight need a little bit more information.
Many of my clients sell complex technicalservices, accounting or professional services. They
(13:37):
sell medical services or other types ofcomplex opportunities, many times high ticket opportunities,
and just having the email is notenough. We need an email and
then some kind of prospect survey,so we could churn them in our own
platform. This is very important becausein many environments, once they inquire,
we go from an unlimited number ofplatforms to just the and in this case,
(14:01):
for the example that I've written downhere, and by the way,
my notes here are available on aPDF if you would, if you write
in, if you visit www dotadbriefings dot co dot uk, go to
the contact page and ask about combiningsocial analytics or conversion rate optimization and we
can get you a copy of whatI'm looking at right here, because I
(14:22):
understand on MANI channels this will bethis will be just audio. And so
when they're an inquiry on your websiteand they've opted in or they've made a
telephone call, you're going to havelimited information about these individuals. But if
they're in your customer relationship management system, in your marketing automation system, or
some other kind of platform where youcan follow up on that individual, you
(14:45):
could send them an email that asksthem to complete a survey. This is
called a prospect survey. We're buildinga catalog of their interests and desires.
And this we have to understand.Privacy is dead today, but this helps
us better understand the individuals who haveasked for information. Now, again,
there are analytics and insights on everyone of those prospecting channels. You can
(15:11):
go to Facebook Insights and see demographicinformation. You can go to Twitter insights
and see what posts people engage with. There's so much information there, but
we have to narrow it down,and we narrow it down by the behavior
of the prospect who visits the websiteand becomes an inquiry so that we can
make relevant offers. Now there aretwo more layers here, but we have
(15:33):
to understand that once someone is alead, and this is very important,
then we can offer them something specificto their need. So let's say you're
a pharmaceutical company or you offer naturalhealing solutions, and you have someone who
comes to the website and specifically tellsyou that they have hemorrhoids, not necessarily
just saying I have hemorrhoids, doctor, how can you help me. They
(15:54):
might be going to specific content relatedto hemorrhoids. They might be gone.
I know, folks, bear withme. This is I have to be
dramatic with this so that you'll getthis. Because too many people are distracted
by the sirens song of cool analyticsand dashboards, when it really is leads
and sales that matter. But ifsomebody identifies their interested or they have the
(16:15):
problem of hemorrhoids, now you canmake specific offers to them privately based on
the medium that you have available theemail, the phone, the fact that
they're attending a webinar, and ultimatelyyou can make specific offers and they'll make
a decision. But then the toefungus guys aren't being distracted by the hemorrhoid
guys, and the toe fungus peopleare getting specific to fungus offers. So
(16:40):
remember my experience is direct response marketingand channels. So we're going to take
people from Facebook, Twitter, andInstagram. We're going to get them on
an email mailing list that asks someadditional questions and builds out a contextual profile
that sub segments these individuals into buyingcohorts and then within that buying cohort which
(17:04):
and now we're deep down to sideto funnel. By the way, if
this doesn't make sense, please askyour questions, because this is the fundamental
of advertising. This isn't branding,This isn't you know, getting getting exposure,
This isn't wasting your advertising dollars.This is drilling down to buyers,
people in the marketplace who have aproblem that they want to pay money to
(17:26):
solve, and that they're in theright place so that you can make a
specific offer to these individuals. Andthe automation of your inquiry funnel, where
your lead funnel is going to sift, sort and qualify. So now you
can focus all your attention on peoplewho are pre qualified to buy, not
(17:47):
pre qualified to get more information fromyour website, not pre qualified to attend
another webinar that's expensive to produce,but ready to buy, and then you
can make specific offers to these individuals, and that is your buyer buy tier.
Now, again, we can segmentthis by initial platform. We can
segment this by content or topic.We can segment this by your product line.
(18:11):
We can segment this by the typesof services that you have. We
can segment this by the types ofproblems your prospect has. But again it's
a funnel that goes from prospect toinquiry to buyer. Now, if you
really want to be clever about this, don't be clever in the latest creative,
be clever on how you're tagging theseindividuals how you're cooking these individuals,
(18:33):
and maybe even how you're getting somekind of initial sale to get their full
contact information, and then following upon your back end, which is your
sales funnel, in order to getrepeat purchases. Now, if we've done
this right, we can optimize forconversion using the information we know about repeat
buyers, and then go back tothe original platforms and prospects and narrow our
(18:56):
focus using advertising in order to zeroin on people who have problems and who
want to solve those problems because theyhave the money, they have the desire,
they have the authority, they haveall the buying criteria. See when
I was going door to door inindustrial parts selling diesel fuel, I would
(19:18):
knock on a door of only thosepeople who had fleet vehicles. That means
vans and trucks with the company nameand logo on it. It made my
life easy because I could see thetruck around town and call the phone number
on the truck and say how manyvehicles do you have? And they would
say five vehicles, and I'd saygreat, it sounds like I can save
(19:38):
you money on your gasoline and dieselfuel. Is that something you're interested in
and they would say, yes,I'm interested in when can you show up.
See, they were literally inviting meto pitch them on a commodity product,
a not very exciting commodity product,a commodity product that's on every street
corner. But they would invite meinto their business. They would invite me
(20:02):
to their meetings, and then Icould invite them to events and offer them
a specific solution for their problems,and they were very happy. I sold
millions of dollars of gasoline and dieselfuel, one gallon at a time by
finding highly qualified individuals who could makebuying decisions, who had problems I could
(20:26):
solve. And so when we're lookingat today's digital marketing world, you have
to understand all these distractions are sofar removed from the actual conversion of a
person who has problems, who canmake decisions, into something that's going to
alleviate alleviate the pain and suffering theyhave. Now this is where the context
(20:48):
comes in. We write our buyerpersonas based on buyers, not people who
are tire kickers, not people whoare interested somebody who wants to save a
couple dollars a month because they've gotone company vehicle was not a prospect of
someone selling fleet services. They canafford to drive down two more blocks to
go to a different gas station.They didn't have the risk of fuel theft.
(21:14):
They didn't have the problem with driversgetting stuck at a convenience store talking
to the nice young lady at thecounter and wasting their time because they're paid
by the hour. They didn't havethe problems that I could solve with a
simple commodity solution applied in appropriate way. If you feel like your products and
services are commoditized, or you're ahighly competitive market and you're not focusing on
(21:37):
repeat buyers, and you're not taggingthose repeat buyers, or cooking those repeat
buyers, or using the data servicesthat are available to drill down and literally
clone your very best buyers by appendingto your list, by doing audience matching
in your list, or by doingthe other things, then the only result
(22:00):
all you will have is slugging throughsocial media channels, slugging through search engine
optimization, wasting money on creating contentthat nobody's gonna look at, or being
being clever, and you're going tobe just like the thoughts and the other
attention whores online screaming, look atme, look at me. I could
(22:21):
solve problems rather than having conversations withhighly qualified prospects who can buy your products
and services. Now again, ifyou're in a commodity world and you're the
right aid on the corner, andyou've got toe fungus and you've got condoms,
and you've got anal creams, andyou've got hemorrhoid creams, and you've
got candies at the front register,that's a different business. And God bless
(22:45):
you for being in it, becausethere are people with problems in the marketplace.
But if you're selling five figure highticket services such as copyrighting and marketing
services, if you're selling legal servicesand solutions for big problems in business,
if you're selling IT services. Iused to sell it integration services, which
(23:06):
would include the acquisition of computers andthe installation. Why would we just sell
them a computer when we can helpthem install it and configure their network and
install network drops and help them solveproblems in the business. If you're selling
five figure transactions, we have customerlifetime values that are in the millions,
then you must understand. And bythe way, if you don't have customer
(23:30):
lifetime values in the millions. Thisis how you get there. It is
multi channel direct response marketing, focusingon measuring the leads and sales, building
out attribution maps, building out contentmaps that are relevant to buyers, and
then going back into the advertising spaceand just skipping the line. We're literally
(23:51):
instead of posting new content every day, we're skipping the line and getting maximum
attention of target prospects because we've paidfor access. Now, I know a
lot of you guys don't want topay for access. You've got anemic marketing
budgets. Your advertising budgets are notreplenished every month. There you don't have
marketing reserves so that you can jumpon an opportunity. And that's because you
(24:14):
don't have the audience segmentation of prospects, inquirers, buyers and repeat customers.
And it's because you don't have platformtagging so that you can understand where your
customers are. And it's because youdon't have the analytics in place to test
different marketing channels. I said YouTube, rumble bit Shoot. You might not
even know what rubble and bitchhoot is. You might think it's a conservative cesspool.
(24:36):
As you've been told in the liberalmedia. But the truth of it
is is that videos that work onYouTube also work on Rumble and Bitch Shoot,
and it's different audiences. These differentaudiences and video marketing channels you wouldn't
know work unless you've got a funnelin place that generates leads and generates customers,
and now can attribute within a narrowscopeof platforms, who is engaged,
(25:02):
what are their problems and challenges,who are the decision makers, do they
even have a budget? And thenagain making specific offers so that you can
get them on board with what itis that you have to offer. We
want to determine what creates over inquiryand promote that at the prospect level.
We want to target the content audienceand offer then pixel so we know about
(25:25):
conversion, because the conversion is goingto be something that is meaningful to a
name on a list or a monetarytransaction. Now there are other things that
we can track that have to dowith events, that have to do with
opt ins and different things to helpbuild those audiences in the platforms. Because
if you do figure out that Facebookis converting a lot of customers in a
specific area, we can go backand amplify that. But again, if
(25:48):
you're distracted by the Google, Facebook, Twitter, Instagram, Pinnerist, YouTube
brumbles, Bitshoot, Apple podcasts,Google podcasts, the thousands of different platforms
that are available on the front endthat are constantly screaming for attention because they
need a commodity audience, you're goingto miss the fact that we can generate
(26:08):
a lead and then really get tounderstand that lead, and that allows us
to sell a higher ticket solution toa number of people who are highly qualified
to buy, and then ultimately improvethe quality of leads, generate more sales,
(26:29):
improve the profitability of your business,and start restoring those advertising dollars.
And that's what I'm going to leaveyou with right now, when I say
go back and advertise instead of creatingmore content or trying to do something free
or trying to be a cheap bastard. I know that you can buy the
advertising because you're buying speed. Ittakes time for you to create content.
(26:51):
You might even be paying staff tocreate content. And content creation is fun,
it's exciting to be creative. Butyou don't want to wait six months.
You don't want to have a salescycle that takes twenty days or ninety
days or eighty days. If youknow something about who is a qualified buyer
for your service, you can testyour understanding by making certain types of lead
(27:14):
offers in front of those people,and you can jump to the front of
the line and skip the slowness thathas to do with organic traffic, that
has to do with gaining engagement,and simply make an ab split offer and
say, hey, you've got hemorrhoids, We've got a solution. Click here
for more information. It really isthat simple. And now your toe fungus
(27:38):
ads go to people with toe fungus, and your hemorrhoid cream goes to those
with hemorrhoids. And again, Iam really blunt about this because it is
that simple. We don't need todistract it, we don't need to be
sensitive to their issues and needs,because we're now targeting specific buyer personas and
(28:00):
customer avatars, and very often onlythose people will see what we have to
offer. Because remember, all ofthese platforms sell advertising. All of these
platforms give preference to advertisers. Allof these platforms want you to come back
as an advertiser. So rather thanbeing a consumer of these platforms, rather
than being the free contractor that worksfor these platforms that doesn't get compensated,
(28:26):
you now become their customers. Andwith the methodology that we're talking about here
for optimization, you're now able tosay, I've got one thousand dollars today
and I'm going to spread it overthese platforms, and I'm going to focus
my money on the platforms that makeme new money, and that new money
is going to replenish your original thousanddollars. And next thing, you know,
(28:48):
you can spend an incredible amount ofmoney to get a new customer because
you have high customer net worth,high customer lifetime value, you have lower
cost per sale, you have highertransaction amounts, and we're now measuring that
with fewer tools and testing in theseother environments. And Folks, if you
(29:10):
don't get this right now and yourcompetitor understands this, they'll be able to
pay ten to fifteen times your costper lead. I had a client that
paid twenty seven thousand dollars per lead. Now, again, they're selling multimillion
dollar services, but it scales.Maybe you're spending fifty dollars to get a
(29:30):
lead right now, and you canafford to spend five hundred dollars to get
a lead, and your competitor thinksthey can only spend fifty Who is going
to buy up all the leads ina short term, because remember, just
because they're interested in something doesn't meanthey're ready to buy today. And that's
why we do the lead so wecan follow up in our own media.
But folks, if you don't understandthis, or you even have a question,
(29:53):
or maybe you think I'm telling yousomething that's completely wrong and you want
to challenge what we're saying here,that's your hand and ask a question.
If we were in a room andwe pulled up your analytics and we started
segmenting your marketing funnels and your salesfunnels, and we had this all drawn
out on a whiteboard, you wouldrealize how much money you're wasting, and
(30:14):
how we could take that waste andreinvest it in new customers, in new
profits, and start getting a returnon our advertising spend, start getting a
return on an investment of time,resources and attention, And you would realize
what bullshit these brand agencies are puttingup in front of you, what kind
of bullshit the platforms themselves are tellingyou. When you get a postcard in
(30:38):
the mail asking you to advertise onGoogle AdWords or Google ad Sense, to
use these ad platforms, and you'reholding a postcard in your hand, and
they're telling you how important digital marketingis, and they're telling you how valuable
it is to have impressions on theirenvironment. It doesn't click that they're using
a postcard that they had sales repscall you, because again, they're selling
(31:04):
the sexy, they're selling the sizzle. I'm about hardcore, direct response,
accountable advertising, knowing what works andwhat doesn't, and then focusing those ad
dollars not where we have the greatestreach, not where we have the greatest
engagement, not where we can beseen by other people. Now, if
(31:26):
you've got shareholders, there's some valueand brand advertising, but the majority of
my customers are five million dollars inbigger They have hardcore technical services, professional
services. They're delivering something that istangible. They're delivering a five figure,
a six figure, even seven figureservices, and they don't have time to
(31:49):
play against the unilevers, the amazons, the large companies that can dump millions
of dollars a day into their advertising, because all they've got to do is
excite the shareholders in order to gettheir more investment dollars. And they don't
have to make a profit. Butif you've got to make a profit to
pay for your kid's tuition, ifyou've got to make a profit to keep
(32:10):
the lights on every day, ifyou've got to be able to have net
results from your advertising, and youeven don't you something was unclear about this,
then you need to visit www.Dot adbriefings dot co dot UK.
Now, we have clients around theworld, and if you're interested in working
with us, you have to behighly qualified. So this isn't about you
(32:31):
telling me that you want us youwant us to start optimizing your conversion.
This is about making sure you understandthe audience segmentation levels. Because once you
understand audience segmentation levels, then wecan do pixels, Then we can do
link tracking, then we can domarketing tests, then we can do all
(32:52):
the other clever things that they're tryingto confuse you with, and we can
know for every dollar we spend onadvertising, how many dollars are we getting
in sales, how many shekels,how many rules, how many rimming me,
how many how much is coming back. We can start building equity in
our customers by building lists of individualswho've bought specific products and services. We
(33:16):
can start doing the different types ofcross selling. We can start now focusing
our energy, time, effort andresources on revenue generation, highly qualified leads,
and building your business rather than chasingbrass rings and tits and ass on
social media sites. Because the distractionis real. They've marketed, they've these
(33:42):
platforms are so good that they havemonetized your attention even when they're trying to
sell you their products and services.So Google makes money with you using their
search engine, whether or not youbuy their advertising. I want you to
make money. I want you toget the results. I want you to
build your bottom line. I wantyou to get what you're looking for.
(34:06):
So, if anything about what i'veshared here today in this mini course about
conversion rate optimization and what we're lookingfor in the analytics and how we're structuring
our campaigns, if anything is unclear, you owe it to yourself to visit
me at www. Dot Adbriefings dotco dot UK. Go to the contact
(34:30):
page ask for more information. There'sno obligation because again I want to make
sure I understand the problems you havethat you're qualified. You could actually do
business with us before anything else,and it costs me very little because I
have a system in place and I'mwilling to show you podcasts and free resources.
By the way, the website iscovered with a free newsletter and free
stuff. You can have all thefree stuff you'll want. But if you're
(34:52):
serious about increasing the sales and increasingthe profits in your business, then make
sure you understand and this. Listento this mini course again. Make sure
you understand this because nothing has changedsince the day of classified ads and newspapers.
Nothing has changed since the day ofdoor to door salespeople. We have
(35:13):
to optimize our time. We haveto optimize our investment of ad dollars.
We need to optimize our overhead contributedoverhead and relate it to acquiring new customers.
We need to shorten sales cycles,and we need to get customers who
can pay, stay and refer.I'm justin hit with ad briefings copywriting tips
where we talk about words that sellliterally, how to use conversations to create
(35:39):
conversion, and then of course theoptimization of that conversion so that we can
create and keep more profitable customers,I want to thank you for being a
part of this today. If youleave my voice today with questions, I
encourage you at least email or commentor do something to try to help us
(36:01):
understand where I failed and where youneed a little bit additional information so that,
of course you can implement this becausethis is how marketing really works.
This is the behind the scenes,This is the key foundations that are necessary
whether you hire my agency or youhire somebody else's agency in order to actually
(36:25):
have conversion. Thanks for listening,Thanks for being a part of what we
do. I'm justin hit with adbriefings, copyrighting tips,
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.