November 2016

How to define your ideal client for online marketing results

November 30th, 2016|Online Visibility Using Video|

Ask any Marketeer or entrepreneur who their ideal client is and they can probably answer you in 1 second flat. We do a lot of thinking about who our ideal clients are but is your marketing landing you the clients you really want? How can we define our ideal client for online marketing results?

Your ideal client

REAL DATA

If you already have a small business or a client list then you already have some real information to go on. The first thing you need to do is fix an appointment with your accountant.

You will need your accountant to provide some figures so your decisions are based on facts not assumptions. (more…)

September 2016

How to get Facebook Adverts to work.

September 19th, 2016|Online Visibility Using Video, Video Interviews|

For a lot of entrepreneurs and small businesses Facebook is synonymous with online marketing. But how effective are we at getting results from Facebook? I reached out to Zach Spuckler, one of the foremost Facebook experts in the online sphere right now and self-confessed ‘Facebook nerd’ to help us get a clearer picture of how it all works.

Although most of his experience comes from working with 6 and 7 figure entrepreneurs. Zach grows his audience and his business by promoting and delivering launches, webinars and courses that are all part of an online marketing ecosystem which reaches new eyeballs daily thanks to Facebook Adverts. In the interview Zach breaks down all the steps you need to follow in order to get a failing Facebook advertising campaign and turn it into a successful one that achieves your targets. The information he shares in the video interview is pure gold.

My first question to Zach came directly from my online course clients. How do you troubleshoot your Facebook ads when they re not working to make them take off?

Zach is extremely generous with his answers and we ended up with an interview jam packed full of actionable information. Here are the take aways in a nutshell:

Testing
The name of the game is testing.
It does t work if you run 2 or 3 ads. You need to test several different targets. You need to run the 80/20 rule. For every 10 ads you set-up only 2 or 3 will deliver. So the odds are against you if you run 3 test ads.

Why is my Facebook advert not delivering?

There are so many moving parts and lots of data points to consider. However if an advert on Facebook is not delivering the required results the cause can only be one of the 3 primary issues:

1. not delivering
2. not being clicked
3. not delivering conversions

The Solution

So if your ad is not delivering; its not being pushed out or seen by enough people, make sure you’re bidding automatically and have a big enough audience, reach and budget.
If it’s not being clicked, make sure that the copy and image are relevant. If no one is clicking it’s probably an image or a title issue. So change one at a time and test again.
So now if its being seen and being liked you’re only left with one problem to resolve -conversions. This can happen for a number of reasons:

1. your offer is not not relevant enough to the advert
2. the landing page is not cohesive – you need good copy and images on your landing page that are consistent with your advert.
So to get over this hurdle you need to test various landing pages and check which one gets you the registrations or actions you want.

The next big issue we discussed is Budget. Many people underestimate how much budget it’s going to take to achieve their targets. Of course we will have to make some educated assumptions but that’s part of the game. So here’s what Zach recommends:

Budgeting

Your budgets need to be based on your revenue goals. So you first need to decide on the outcome you want to create. Be as specific as possible.
So for instance if you’re a coach or consultant looking to get people to do a free exploratory session with you, your budget should be based on a goal that looks like this:

I want to get 5 people to buy my coaching package
I know my closing rate from these calls is usually 50% so
I’m going to aim high and get 10 people on the phone
I know that approximately 5% of people are gonna schedule

the call. So I know that I need 100 people to convert on my landing page. This means that I need to make some assumptions and create a range of possible outcomes and budgets. (get more detailed examples in the full video interview link below this article)

Testing and measuring landing pages.
As a general estimate when targeting your own mailing list you would expect to have conversion rates of around 40 to 65%. Cold traffic (that never heard of you before) converts at 20 to 30%.

In order to make decisions on your landing page you need to run A/B tests. As Zach rightly puts it changing button colours is not relevant unless a small percentage difference translates into substantial income for you so don’t get lost in the details. make the test pages different. One neutral, one with bright colours. Use different tag lines and vary your media content, try video, images etc. Use entirely different pages to achieve different results.

It’s also important that you split test what really matters:

– Headlines based on your prospects pain points (try different pain points).
– Sub-Heads
– Copy vs Bullet list
– Images vs Video
– Call to actions

Using the Facebook Pixels
Pixels are little snippets of provided code that Facebook provides for you to place in your website. Any site will work – even wordpress) The Pixel tags visitors and tracks which pages they visited or what actions they took. This allows you to show specific ads to visitors behaving in a particular way. It all sound very complex at first but Zach does a great job of breaking this down into very easy steps for non-coders in the video interview at the link below this article.

Look Alike Audiences
This is one of the most amusing features on Facebook ads for me. Lookalike audiences is when you upload your email list and target similar people perhaps in different countries. Facebook collects a lot of data that it doesn’t share and this feature allows you to tap into that intelligence without having to understand how it actually works. All you need to do is provide an email list of customers.

Quality Content: The Trust Factor
If you have failed at Facebook advertising before in the interview you will find a clear path to troubleshooting. However before you start paying for more traffic on your website you need to work on your trust factor.

If what you’re after is more visibility for your coaching website in order to get more queries, then you also need to look at the trust factor and your entire online presence.

Facebook is a great tool and a super means to your end. It is important that you couple your advertising with high value content in the form of freebies, blog posts, mini courses, podcasts and any other content you are happy to create.

Facebook adverts will not position you as an expert, your knowledge and expertise will. So go out and share that with the world. The more you share the more people will know you and trust you. Facebook advertising can help you reach more people to fill your funnel.

If you’re interested in learning about how to generate content that inspires trust in your audience to sell coaching and consultancy online join the Free Facebook Community – Online Visibility for Coaches here.
and make sure you watch the full Video interview with Zach above … happy facebooking.

The Strategies That Took the Hotjar Launch From 0 to 1 Million in 6 months

September 19th, 2016|Online Visibility Using Video, Video Interviews|

I had the pleasure of interviewing the CEO of Hotjar about the online launch that propelled the product into an avalanche of organic growth taking the company from 0 to 1,000,000 dollars in turnover in 6 short months.

As a digital strategist my main interest was to understand how such growth can be achieved with a new digital product (and brand). The first thing that struck me was the clarity with which David explained the process. It was obvious from the start that the campaign had been meticulously planned by an experienced professional; David Darmanin himself has over 10 years experience in conversion optimisation and digital marketing. In fact like that of many winning products, the inception of Hotjar sprouted from a problem he was experiencing in his daily life, as a marketeer.
The lean start up was created in early 2015 and the campaign launched in April that year. As a lean start-up, the Hotjar team immediately understood that agility would be the secret to scaling up. This is why the internet is a great place to do business. Scaling up can be fast and exciting if you’re ready for it.

 

I asked David how the company had achieved such traction in such a short time gaining 60,000 registrations in just 3 months; 20% of which later became Beta Testers. David broke the process down into 2 main winning strategies:

Innovation.

“When you innovate, growth is natural” he explains. By creating something new you are in a position to leverage what David calls the 3 main elements that tip the pivotal point in any online campaign that spreads by word of mouth.

– A message anchored in the self interest of your ideal client persona.
– The ‘News’ element. Having something new and different to communicate.
– Curiosity; the building of which creates amplification of the first 2 elements above.

Hotjar’s campaign leveraged communities made up of early adopters to begin a process of word of mouth which spread like wildfire and is still spreading. The strategy used (what Daniel Priestley calls) ‘signalling’ or asking to see if you can generate interest before actually creating a product. Once it was obvious that there was interest the development team hit the ground running.

As an early follower, you felt that you were part of something. In David’s own words “the emphasis was on building the relationship”. This was done by gamifying the initial process of on boarding.

Registrants put themselves on the waiting list for release. Inviting friends and spreading the word caused you to go higher up in the priority list. The more you wanted to be first to see it, the more you spread the word. This is a perfect example of how early adopters – what Seth Godin calls ‘sneezers’, spread the word for you because they want to be associated with innovation, because often they are innovators themselves.

This is the difference between people who wait for the latest phone to go on sale on Amazon and the ones that start camping a week before the early release to get the latest iPhone. As soon as the Beta version was out the first sneezers who got access to Hotjar were greeted by the CEO. It was immediately apparent that the Hotjar team was there to listen to its first adopters which made them feel part of the Hotjar Story. In fact David answered queries personally and continues to do so, because speaking to customers, getting feedback, and acting on it, is and will continue to be a core part of the Hotjar strategy.

The Beta had customer listening built into the interface, creating an immediate personal connection with each user. Daniel Priestley explains this phenomena in his book ‘oversubscribed’, scientific research proves that the brain actually cannot tell the difference between a real face and a digital depiction of a face. The connection still happens, and of course the interaction is real which consolidates the relationship.
Transparency.

The tools used to create a strong relationship with the first adopters set the pace for what would become a very transparent relationship. Hotjar still shares the roadmap for product releases. Transparency is retained even when things go wrong, continuing to build loyalty over time. This transparency is also reflected in the way the company is run internally; the Hotjar team had an internal transparency policy from day one. All the members of the team are privy to all the financials, this makes everyone own their roles more and keeps everyone accountable… a recipe for success.! The transparency policy means that relationships get stronger over time and loyalty is retained through thick and thin.

When discussing the great success achieved by Hotjar in terms of marketing, David talks about the fact that eMail marketing played an important part in the launch campaign. He says “this medium highly under-rated in a modern digital world.”

Although Facebook ads played a small part in the initial campaign, David mentions that eMail was the one tool to have a large impact. The main strategies used included using influencers that already had their own communities to spread the word by advertising to their email lists.

The leverage built in the first few months is still paying off. Hotjar is still experiencing 15% month on month growth.

With little or no marketing, Hotjar is now turning to the next natural stage; influencer marketing. Leveraging speaking opportunities and content marketing is a natural progression for a company in the ramp up stage. As CEO this is a personal challenge which David is embracing to further grow the company’s reputation.

If you would like to know all the details of the launch watch the full video of our interview here.

April 2015

I tried Periscope & I’m hooked – but what about its marketing value?

April 29th, 2015|Online Visibility Using Video|

I’ve had the app for around two weeks now and its made me cry and laugh till it seriously hurts. Like any other social media or business tool, its not the channel its what you do with it. That said its a very powerful tool and the marketing applications are many.

Strangely enough I discovered the comparable meerkat through Periscope itself. To me meerkat is not merely as friendly as periscope although Periscope has visibly fewer features. Perhaps simplicity is its strength.

Periscope Marketing

(more…)

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