33 actionable marketing tips, tricks and tools that can ... · focus on benefits, not features...

33 Actionable Marketing Tips, Tricks and Tools that Can Improve Your

Campaigns Today

Gordon Brott 3/5/2019

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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.

Email

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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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Facebook

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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LinkedIn

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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Thank You - Let’s Connect!

Twitter: @gbrott

LinkedIn: /in/gordonbrott

Email: gordon@gordonbrott.comGordonBrott.com