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33 Actionable Marketing Tips, Tricks and Tools that Can Improve Your
Campaigns Today
Gordon Brott 3/5/2019
GordonBrott.com
Marketing has changed…
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Then…
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Now…
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The Good News: A Lot of Marketing is Easy
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But Not Always Good…
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Don’t ForgetDirect Marketing Basics
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Your Focus Should be on the Prospect, Not on You and Your CompanyPeople don’t care about you, they care about themselves.
Direct Marketing Basics
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Focus on Benefits, Not Features“People don’t want ¼ inch drills, they want ¼ inch holes”
Direct Marketing Basics
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A Sales Email I Received
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15 mentions of him / his company and ZERO about me and my needs!
A Sales Email I Received
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And 17 Bullets Explaining Technical Features!
A Sales Email I Received
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How to Improve Your Copy & Your Results
• Have your team spend a few hours reading up on the basics.
• Build a culture of looking at your marketing through a direct marketing lens.
• Hire a professional (make sure they are a direct response copywriter).
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Some Copywriting Resources
• VeryGoodCopy.com
• CopyBlogger.com
• BenSettle.com
• Books by Dan Kennedy, David Ogilve or Drayton Bird
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We spend thousands of dollars generating leads…
But we follow up with ten cent emails.
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I Already Know About Your Emails
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I Already Know About Your Emails
• They are all about you
• They are too long
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1) People get a lot of email
2) People are lazy and don’t like to read
3) People don’t care about you
4) Half of all emails are read on a phone
Remember That
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Emails
How We Build Marketing Emails
How ½ the People Read Marketing Emails
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1) Is the subject line compelling?
2) Is the email short and to the point?
3) Is the copy focused on the recipient, not you?
4) Is the text broken up?
5) Is the language simple and sentences short?
6) Is there a clear call to action?
7) How does it look on a phone?
Before You Press Send…
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Bad Good
Avoid Big Blocks of Text
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Use the “9 Word Email”
Revive Your Old Leads
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Where Are Your Customers Coming From?
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Everyone Needs a Dashboard
Lead Source Cost Leads CPL Customers Cost / Customer
SEM $7,500 212 $35 51 $147
Facebook $3,500 115 $30 22 $159
Direct Mail $5,000 131 $38 44 $113
Partner X $4,000 145 $28 45 $89
Partner Y $2,000 50 $40 10 $200
Organic Search - 45 $0 18 $0
Database - 87 $0 26 $0
Other / Unknown - 55 $0 14 $0
Total $22,000 840 $26 230 $95.65GordonBrott.com
Know Your Prospects,and Your Customers
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Provides demographic & behavioral data about custom audiences (website visitors, retargeting lists)
Data Includes:• Gender• Relationship Status• Education Level• Job Title• Affinity Interests• Location
Facebook Audience Insights
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Facebook Audience Insights
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Facebook Audience Insights
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View Your Results by Age, Gender, Affinity and More
Google Analytics
Age Gender
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You May Find Huge Opportunities
Google Analytics
Women are converting 40% better than men.
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Make Sure You Know Your Conversion Rates on Desktop and Mobile
Google Analytics
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Adjust Your Bids by Age, Gender, Parental Status and Income
Age Gender Income
Demographic Targeting
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Which “retirement planning” click is more valuable?
Tom
Age: 22
Income: $55,000
Michael
Age: 39
Income: $295,000
Demographic Targeting
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Adjust your bids based on what Google thinks the searcher is “in market” for.
In Market Audiences
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Facebook has incredible targeting capabilities.
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Facebook has incredible targeting capabilities.
But lookalike audiences based on your customers (almost) always win.
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• Facebook allows you to create lookalike audiences where you score your customers in relation to their value.
• This is great for businesses where some customers are much more valuable than others.
Lookalikes + LTV
# of Names Lifetime Value
100 $3,000
300 $2,500
350 $2,000
400 $1,500
450 $1,000
600 $500
1,800 $100
FB will rank these people
as 30x more valuable than
these people.
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Facebook Creative
I Already Know About Your Facebook Creative
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Facebook Creative
Your images are too boring
You don’t test them enough
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“The Image Stops them, the Text Converts Them”• Avoid images that clearly look like ads / stock images
• Make the image & colors pop
• Try Video!
h/t: automationagency.com h/t: zammodigital.com
Facebook Creative
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Facebook Creative
Bad Good
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Easy Video for Facebook
Promo.com - $39 / month + for very easy “build your own” videos.
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Facebook Lead Ads
Ad Lead CaptureGordonBrott.com
Understand Your Conversion Windows
Looks Great!!
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Understand Your Attribution Windows
Not So Great…
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Understand Your Attribution Windows
Remember: The Default Attribution Window is 28 Days Click, and 1 Day View
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How to Know if Your Agency or EmployeesAre Spending Time on the Account…
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View the Change Log
Looks Like They Are Making Changes
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View the Change Log
Looks Like They Aren’t Making Changes
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Chat & Chatbots“Conversational Marketing”
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Chat and Chatbots
Chat Chatbots
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Why Do They Work?
They widen the funnel by giving site visitors an easier way to accomplish their goal.
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July 2018 Results
Static Form:
14 Form Entries
Live Chat:
412 Chat Conversations GordonBrott.com
Hot Chat Lead
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Chatbot in Action
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Chatbot in Action
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Chatbot in Action
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Chatbot in Action
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Chatbot in Action
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Which One is Better?
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Facebook Messenger Bots
You can also build Chatbots on Facebook Messenger
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An Incredibly Powerful Way to Generate New Business &
Partnerships
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Use LinkedIn More…
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Use LinkedIn More…
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Use LinkedIn More
When you post, comment and engage on LinkedIn…
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Use LinkedIn More
Good Things Happen…
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Use LinkedIn More
Good Things Happen…
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Targeting Options:• Industry• Company name• Company size• Job Title / Seniority• Skills• Age• Gender• Geography• Lookalikes• Custom list (uploaded)• Site visitors (retargeting)
+ dozens more…
LinkedIn Advertising
Ad Options:• Newsfeed• Text Ads• Sponsored InMail• Lead Ads
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Aggregate LinkedIn Data about Your Site Visitors
Website Behavioral Profiles
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Competitive
Intelligence
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SEMRush
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SEMRush
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EverQuote.com Display Insights
WhatRunsWhere.com
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See Competitors Facebook Ads
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See Competitors Facebook Ads
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1) Go to Indeed.com
2) Click on “Find Resumes”
3) Search by company, job title or skills
4) Get intel & find potential employees
“The Indeed Trick”
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Direct Mail
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Not Dead
MailChip Now Does Direct Mail
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Hand Written Notes
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• $2 - $5 per piece
• Notes fully customizable (image, color, design etc)
• Great for B2B or Higher Value B2C
Hand Written Notes
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Enthusem Postcards
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Digital to Direct Mail
VISITOR IS CAPTUREDVISIT WEBSITE FROM ANY DEVICE
MATCH TO MAILING ADDRESS
APPLY BUSINESS RULES FOR RETARGETINGDM IS PRINTED & MAILEDPURCHASE IN -STORE
OR ONLINE GordonBrott.com
The Power of
Outsourcing
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Outsourcing
You Can Get a LOT of Things Done with Outsourcing• Call up 3,000 old leads and confirm the email addresses
• Take 750 contacts you have, find their LinkedIn profiles, Twitter handles and company phone number.
• Go through the paid search advertisers for 50 industry search terms, and find the heads of marketing and sales on LinkedIn + their email address.
Think about all those things you’d like to do - and have someone else do them…GordonBrott.com
A Few Great
Resources
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“Facebook Ad Hacks” – Hundreds of discussions
about Facebook marketing.
Facebook Group
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EventNotes.com
Slides & Notes from Great Marketing Conferences
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Pexels.com – Free Stock Photos
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Free Database of Hundreds of Email Sequences
EmailDrips.com
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