the gold miner method for systematic lead generation
TRANSCRIPT
© THE GOLD MINER METHOD
THE GOLD MINER METHOD FOR SYSTEMATIC LEAD GENERATION
WHAT THE BUSINESS OF GOLD MINING CAN TEACH YOU ABOUT SYSTEMATICALLY GENERATING INBOUND LEADS PROFITABLY FOR YOUR ORGANIZATION
© THE GOLD MINER METHOD
© THE GOLD MINER METHOD
FOLLOW & CONNECT @frankcowell
frankcowell.com [email protected]
HELLO, I’M FRANK COWELL. I’M NOT A GOLD MINER.
© THE GOLD MINER METHOD
I’M FULL OF S#!T — DON’T BELIEVE ANYTHING I SAY.
© THE GOLD MINER METHOD
REAL LEADERS TAKE ACTION.
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MY GOAL FOR TODAYHERE’S WHAT I PLAN ON DELIVERING IN THE NEXT 60 MINUTES
01 THE GOLD MINER METHOD — 7 STAGES THAT WILL GREATLY IMPROVE LEAD GENERATION
02 SPECIFIC ACTION ITEMS THAT YOU CAN TAKE ACTION ON TOMORROW
03 AN OFFER TO HELP YOU FIGURE OUT IF THIS COULD WORK IN YOUR ORGANIZATION
this is me
this is you
© THE GOLD MINER METHOD
SO, THERE’S THIS REALITY TV SHOW…
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© THE GOLD MINER METHOD
THE SEVEN STAGESTHERE ARE SEVEN SPECIFIC STAGES IN A GOLD MINING OPERATION
STAKE YOUR CLAIM
1
ARCHITECT THE OPERATION
2
BUILD THE MACHINE
3
DIG & PROCESS “PAY DIRT”
4
SEPARATE THE GOLD
5
MAINTENANCE THE OPERATION
6
GROW THE OPERATION
7
© THE GOLD MINER METHOD
THESE SEVEN STAGES ARE THE EXACT SAME STAGES IN A SYSTEMATIC LEAD
GENERATION PROGRAM.
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First, start with “good ground.”
STAKE YOUR CLAIM
1
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GOLD MINER SPEAK:
WE NEED TO SECURE ACCESS TO “GOOD GROUND.”
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BUSINESS TRANSLATION:
WE NEED TO HAVE SOMETHING SOMEONE IS WILLING TO BUY.
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UNDERSTAND WHAT BUSINESS YOU’RE REALLY IN.
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WHAT’S YOUR MENTAL MODEL?
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WE ARE IN THE BUSINESS OF…
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© THE GOLD MINER METHOD
KODAK WAS IN THE BUSINESS OF “FILM.” THEY SHOULD HAVE BEEN IN THE
BUSINESS OF “CAPTURING & SHARING LIFE’S MEMORIES.”
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SHIFT FROM “THINGS” TO CONCEPTS.
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THE THIRD PLACE
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WHAT IS YOUR MENTAL MODEL?
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START WITH ONE MARKET SEGMENT.
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KNOW THE “COHORT” BUYER PERSONAS
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THE AVERAGE SALES CYCLE HAS INCREASED 22% OVER THE PAST 5 YEARS DUE TO MORE DECISION MAKERS BEING INVOLVED IN THE
BUYING PROCESS.SIRIUS DECISIONS
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BUYER PERSONAS IN THE “COHORT” — B2B EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM
VP OF MARKETING
PRESIDENT
VP OF SALES
MARKETING DIRECTOR
MARKETING SPECIALIST
© THE GOLD MINER METHOD
BUYER PERSONAS IN THE “COHORT” — B2C EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM
HUSBAND
WIFE
CHILD
GRANDMA
© THE GOLD MINER METHOD
WHAT DO THEY WANT MORE THAN ANYTHING ELSE?
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BUYER PERSONAS IN THE “COHORT” — B2B EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM
Role: Decision Maker Hot Buttons: Engagement, Leads, Conversion
VP OF MARKETING
Role: Final Say Hot Buttons: Revenue, Growth, Differentiation
PRESIDENT
Role: Key Influencer Hot Buttons: Qualified Leads, Results, Pipeline
VP OF SALES
Role: Key Influencer Hot Buttons: Content, Automation, Analytics
MARKETING DIRECTOR
Role: Support Hot Buttons: Social Media, Blogging, Email Marketing
MARKETING SPECIALIST
© THE GOLD MINER METHOD
BUYER PERSONAS IN THE “COHORT” — B2C EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM
Role: Decision Maker Hot Buttons: Family-‐friendly, Special, Affordable
WIFE, MOTHER
Role: Decision Maker Hot Buttons: Easy, Adult
Time, Relaxing
HUSBAND, FATHER
Role: Provides Input Hot Buttons: Fun, Games, Sugar
CHILD
Role: Key Influencer Hot Buttons: Weather,
Comfort, Activities
GRANDMA
© THE GOLD MINER METHOD
BUYER PERSONAS IN THE “COHORT” — B2C EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM
Role: Final Say Hot Buttons: Affordable
HUSBAND
WIFE
CHILD
GRANDMA
© THE GOLD MINER METHOD
EXPAND YOUR MINDRECOMMENDED READING
QUITE POSSIBLY, ONE OF THE MOST IMPORTANT BUSINESS BOOKS I’VE READ TO DATE.
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STATEMENT OF VALUEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER
[YOUR OFFERING]
enables
[BUYER PERSONA]
to go from
[“BEFORE” STATE]
to
[“AFTER” STATE]
© THE GOLD MINER METHOD
STATEMENT OF VALUE — B2B EXAMPLEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER
ACME Agency
enables
the VP of Marketing
to go from
being the frustrated, stressed-‐out under-‐performing executive team member with very little to show for her efforts
to
being the confident, charismatic rock star of the executive team that regularly exceeds her goals for traffic, engagement, and leads.
© THE GOLD MINER METHOD
STATEMENT OF VALUE — B2C EXAMPLEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER
ACME Vacations
enables
Mom
to go from
feeling like she’s the worst mother ever because she’s worried she won’t be able to find a really special family-‐friendly vacation spot that’s, also, affordable
to
being the envy of her friends and family for juggling a family, home, and career, and still able to give her family amazing memories on a world class vacation.
© THE GOLD MINER METHOD
DON’T FORGET TO PUT IT TO THE TEST!
© THE GOLD MINER METHOD
Then, develop a calculated plan for success.
ARCHITECT THE OPERATION
2
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GOLD MINER SPEAK:
WHAT’S THE STRATEGY FOR CLEARING OVERBURDEN, GETTING DOWN TO PAY DIRT, AND BRINGING THE PAY DIRT TO THE WASH PLANT IN A WAY THAT IS
EFFICIENT AND BEATS OUR OPERATING COST BY X%?
© THE GOLD MINER METHOD
BUSINESS TRANSLATION:
HOW DO WE GET OUR MESSAGE AND OFFER IN FRONT OF OUR TARGET
AUDIENCE AND CONVERT THEM INTO LEADS AND CUSTOMERS, AT A COST THAT’S LESS THAN OUR MAXIMUM
COST OF ACQUISITION?
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LET’S START BY DESIGNING THE MARKETING & SALES FUNNEL.
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PROBLEM #1 WE’RE MOVING “TOO FAST.”
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YOUR FUNNEL SHOULD FOLLOW A NATURAL ORDER OF EVENTS.
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KIND OF LIKE “DATING.”
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INSTEAD, MOST FUNNELS ARE BASED ON BIG COMMITMENTS.
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SMALL COMMITMENTS LEAD TO BIG COMMITMENTS.
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YOU WILL, LIKELY, NEED TO INSERT IN NEW STEPS THAT OFFER SPECIFIC
VALUE WITH SMALL COMMITMENTS.
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-‐THEODORE ROOSEVELT
““
PEOPLE DON’T CARE HOW MUCH YOU KNOW, UNTIL THEY KNOW HOW
MUCH YOU CARE.
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WE HAVE TO STOP “PROMOTING” AND START “ENRICHING.”
© THE GOLD MINER METHOD
GIVE “VALUE IN ADVANCE.”
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PROBLEM #2 MOST MARKETING AND SALES FUNNELS ARE NOT ALIGNED.
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DEFINE WHERE “MARKETING” ENDS AND “SALES” BEGINS.
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EXAMPLE: “MARKETING” ENDS AND “SALES” BEGINS ONCE WE GET THEM ON
THE PHONE.
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THEREFORE… “GET THEM ON THE PHONE” IS THE
GOAL OF OUR MARKETING!
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PROBLEM #3 MOST MARKETING BUDGETS ARE
BASED ON NOTHING.
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MARKETING BUDGETS MUST BE BASED ON THE MAXIMUM ACCEPTABLE
“ACQUISITION COST.”
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FROM “WHAT’S THE LEAST I CAN SPEND?”
TO “WHAT'S THE MOST I CAN SPEND?”
© THE GOLD MINER METHOD
THE SOLUTION: ARCHITECT A “SMARKETING” FUNNEL
THAT IS MADE UP OF A NATURAL ORDER OF “VALUE IN ADVANCE” EVENTS AND SUPPORTED BY AN
“ACQUISITION BUDGET.”
© THE GOLD MINER METHOD
TYPICAL SALES FUNNELTHE TYPICAL SALES FUNNEL, FRAUGHT WITH BIG COMMITMENTS
CONTRACT
“COFFEE”
CORE OPPORTUNITY
PROPOSAL
“PROSPECTING”
© THE GOLD MINER METHOD
IDEAL SALES FUNNELTHE IDEAL SALES FUNNEL IS BASED ON SMALL COMMITMENTS THAT DELIVER SPECIFIC VALUE
CONTRACTCORE OPPORTUNITY
PROPOSAL“PROSPECTING”
NO COST ENGAGEMENT “LEAD MAGNET”
“TRIPWIRE” LOW COST ENGAGEMENT
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TYPICAL MARKETING FUNNELTHE TYPICAL MARKETING FUNNEL… WELL, THERE ISN’T MUCH OF ONE
SOCIAL
BLOG
LANDING PAGES (LEAD MAGNETS)
SEO
PPC
RETARGETING
PAID SOCIAL
$
© THE GOLD MINER METHOD
IDEAL MARKETING FUNNELTHE IDEAL MARKETING FUNNEL IS BASED ON CONTENT THAT PROVIDES SPECIFIC VALUE
EMAILBLOGLANDING PAGES (LEAD MAGNETS)
SEOPPC
SOCIAL
PAID SOCIAL
$
RETARGETING
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IDEAL “SMARKETING” FUNNEL“MARKETING" AND “SALES” ALIGN ON DELIVERING SPECIFIC VALUE
CONTRACTCORE OPPORTUNITY
PROPOSALEMAILBLOG
LANDING PAGE“TRAFFIC” LEAD MAGNET
TRIPWIRE
© THE GOLD MINER METHOD
EXAMPLE “SMARKETING” FUNNELA PEO (OUTSOURCED HR, BENEFITS) WHOSE TARGET MARKET SEGMENT IS A SMALL COMPANY THAT WANTS TO PROVIDE ITS EMPLOYEES WITH BIG COMPANY BENEFITS IN ORDER TO BE A COMPETITIVE EMPLOYER IN ORDER TO ATTRACT & RETAIN EMPLOYEES.
CONTRACTCORE OPPORTUNITY
PROPOSALEMAILBLOG
LANDING PAGE“TRAFFIC” LEAD MAGNET
TRIPWIRE
TOTAL HR & BENEFITS MANAGEMENT $25,000/YR $75,000 LTV
EMPLOYEE HANDBOOK
$597
BENEFITS PACKAGE DESIGN
$0
VIDEOS, ARTICLES, OFFER TO HELP, LEAD
MAGNET OFFER
E-‐BOOK: 101 EMPLOYEE BENEFIT IDEAS FROM WORLD CLASS COMPANIES
POST: THE TOP FIVE BENEFITS EVERY
COMPANY MUST OFFER
© THE GOLD MINER METHOD
NOW WE HAVE A “SMARKETING” FUNNEL THAT IS MADE UP OF A NATURAL ORDER OF “VALUE IN ADVANCE” EVENTS. HOW DO WE
CALCULATE “ACQUISITION BUDGET?”
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WHAT IS A CUSTOMER WORTH AND HOW MUCH OF THAT ARE YOU ABLE
TO “GIVE UP” TOWARDS ACQUISITION? (MAX COCA)
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TAKE THAT NUMBER AND WORK BACKWARDS BASED ON
CONVERSION RATES AT EACH STAGE.
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FUNDING THE “SMARKETING” FUNNELWORK BACKWARDS FROM MAX COCA TO DEFINE SPEND THRESHOLDS AT EACH FUNNEL STAGE
CONTRACTCORE OPPORTUNITY
PROPOSALEMAILBLOG
LANDING PAGES“TRAFFIC” LEAD MAGNET
TRIPWIRE
$4,500
50%
$2,250
50%
$1,250
50%
$625
75%
$468.75
10%
$46.90
40%
$18.76
10%
$1.87
© THE GOLD MINER METHOD
Next, build the heart of the operation.
BUILD THE MACHINE
3
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GOLD MINER SPEAK:
SETUP THE OPERATION QUICKLY AND LET’S GET TO WASHING ROCKS.
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BUSINESS TRANSLATION:
GET EVERYTHING UP-‐AND-‐RUNNING FAST SO WE CAN START SEEING
RESULTS AND MAKE ADJUSTMENTS BASED ON DATA.
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LET’S LOOK AT THE KEY COMPONENTS.
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TECHNOLOGYSOFTWARE THAT WILL HELP YOU PUBLISH, PROMOTE, AUTOMATE, SEGMENT, ANALYZE, AND MORE
CRM
CMS
MAS
ANALYTICS
MAS
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DON’T LET THIS BE YOUR EXCUSE.
© THE GOLD MINER METHOD
IF YOU HAVE TO, START WITH ONE GREAT PIECE OF CONTENT, AN EMAIL FORM, AND THEN SEND MANUAL
EMAIL FOLLOW-‐UPS.
© THE GOLD MINER METHOD
Now, it’s time to execute the plan.
DIG & PROCESS “PAY DIRT”
4
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GOLD MINER SPEAK:
RUN “PAY” THROUGH THE PLANT, DAY AND NIGHT.
© THE GOLD MINER METHOD
BUSINESS TRANSLATION:
NOW THAT THE “SMARKETING” MACHINE IS UP-‐AND-‐RUNNING,
DRIVE TARGETED TRAFFIC TO IT DAILY.
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DON'T GET EMOTIONAL ABOUT HOW YOU DRIVE TRAFFIC. ALL THAT MATTERS IS DRIVING TARGETED
TRAFFIC AT A COST THAT MEETS OR BEATS YOUR MAX TRAFFIC ACQUISITION NUMBER.
© THE GOLD MINER METHOD
FUNDING THE “SMARKETING” FUNNELWORK BACKWARDS FROM MAX COCA TO DEFINE SPEND THRESHOLDS AT EACH FUNNEL STAGE
CONTRACTCORE OPPORTUNITY
PROPOSALEMAILBLOG
LANDING PAGES“TRAFFIC” FREE ANALYSIS
LOW COST ENGAGEMENT
$4,500
50%
$2,250
50%
$1,250
50%
$625
75%
$468.75
10%
$46.90
40%
$18.76
10%
$1.87
© THE GOLD MINER METHOD
WHEN YOU FIND SOURCES OF TARGETED TRAFFIC WITHIN YOUR TRAFFIC ACQUISITION NUMBER,
STEP ON THE GAS.
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COMMON SOURCES OF TRAFFIC: ORGANIC (“SEO”)
SOCIAL PAID SOCIAL
PPC INFLUENCER OUTREACH RETARGETING/DISPLAY
YOUR EMAIL LIST
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GET CREATIVE WITH TRAFFIC: JOINT VENTURES DIRECT MAIL (YES!)
PHONE CALLS (OH, MY!) ANYTHING “TRADITIONAL”
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Then, bring it home.
SEPARATE THE GOLD
5
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GOLD MINER SPEAK:
THE SLUICES LOOK GOOD. LET’S FILTER IT, SEE WHAT WE GOT.
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BUSINESS TRANSLATION:
THE “MACHINE” HAS DONE IT’S JOB, LET’S MAKE SURE WE DON’T SETTLE FOR LESS-‐THAN-‐IDEAL CUSTOMERS.
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BE TARGETED WITH EVERYTHING: TRAFFIC, LANGUAGE, CONTENT,
OFFERS, ETC.
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ASK PEOPLE TO TAKE ACTION.
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RUTHLESSLY FILTER PEOPLE OUT.
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Continually monitor and adjust to keep it running.
MAINTENANCE THE OPERATION
6
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GOLD MINER SPEAK:
IF WE DON'T KEEP AN EYE ON THINGS, WE COULD HAVE A BREAKDOWN THAT
SHUTS US DOWN FOR A WEEK.
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BUSINESS TRANSLATION:
IF WE DON’T REGULARLY MEASURE AND ADJUST, WE MIGHT AS WELL
THROW MONEY OUT THE WINDOW.
© THE GOLD MINER METHOD
OPTIMIZE THE ENTIRE PROCESS FOR CONVERSION AND EXPERIENCE.
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THINGS TO OPTIMIZE WEEKLY…
© THE GOLD MINER METHOD
TRAFFIC: ORGANIC — SEO
PAID — CTR, QUALITY SCORE SOCIAL — CTR, ENGAGEMENT
© THE GOLD MINER METHOD
WEBPAGES: ESTABLISH A “PAGE GOAL” FOR EACH KEY WEBPAGE. MEASURE AND SET
A BASELINE.
© THE GOLD MINER METHOD
BLOG POSTS: CTA CLICK-‐THROUGH TO LANDING PAGE — 5-‐10%
© THE GOLD MINER METHOD
LANDING PAGES: CONVERSION RATE — 30-‐50%
© THE GOLD MINER METHOD
EMAIL: OPENS, CLICKS, UNSUBSCRIBES,
“OFFER” TAKE RATE
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Now, it’s time to go big.
GROW THE OPERATION
7
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GOLD MINER SPEAK:
NEXT SEASON, WE’RE GOING TO DOUBLE OUR TAKE.
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BUSINESS TRANSLATION:
WE’RE FEELING GOOD AND EVERYTHING’S DIALED-‐IN.
LET’S SET OUR GOALS EVEN HIGHER.
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WAYS TO GROW THE OPERATION…
© THE GOLD MINER METHOD
TARGET MORE BUYER PERSONAS WITHIN THE COHORT.
© THE GOLD MINER METHOD
ADD MORE CONTENT AND CONTENT OFFERS THAT ADDRESS ADDITIONAL
HOT BUTTON ISSUES.
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PUMP UP YOUR PAID MEDIA BUDGET.
© THE GOLD MINER METHOD
BUILD ADDITIONAL “MACHINES” FOR ADDITIONAL MARKET SEGMENTS.
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NONE OF THIS WORKS, UNLESS YOU DO.
© THE GOLD MINER METHOD
MY OFFER TO YOU:
GOLD MINER METHOD FUNNEL ANALYSIS
A ONE HOUR CONSULTING SESSION TO HELP YOU & YOUR TEAM DEVELOP YOUR “SMARKETING” FUNNEL ALONG WITH ITS ASSOCIATED SPEND THRESHOLDS.
NO COST. NO OBLIGATION.
© THE GOLD MINER METHOD
THANK YOU.
© THE GOLD MINER METHOD
FOLLOW & CONNECT @frankcowell
frankcowell.com [email protected]
HELLO, I’M FRANK COWELL. I’M NOT A GOLD MINER.