Getting Digital Marketing Right | David J. Bradley, MBA | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

32 Lessons (3h 2m)
    • 1. Welcome to Getting Digital Marketing Right

    • 2. What is this course all about?

    • 3. Why YOU Need A Strategy

    • 4. How to Build Your Strategy Team

    • 5. Risk Management 101

    • 6. Applying the 80/20 Rule to Your Business

    • 7. Generate Demand for Your Products and Services

    • 8. Capture Quality Leads to Fuel Your Business

    • 9. Nurture Leads into Hot Prospects

    • 10. Convert Leads into Customers

    • 11. Close, Deliver, & Satisfy

    • 12. Referrals and Follow Up

    • 13. Your Current Funnel Activities and What It Lacks

    • 14. How You Advertise Today

    • 15. Ideal Customer Profile - Defined, Developed, Leveraged

    • 16. Your Vision, Goals, and Milestones

    • 17. Vanity Metric Danger and Boring but Vital Record Keeping

    • 18. What Works, Competition, and What's Next

    • 19. Generating Demand with AdWords PPC, FB Ads, and Retargeting / Remarketing

    • 20. Generating Demand with SEO and Content Marketing

    • 21. Generating Demand with Social Media and Digital Communities

    • 22. Capturing Quality Leads

    • 23. Nurturing Leads

    • 24. Convert Leads into Customers

    • 25. Learn, Invest, Set Benchmarks, The Big Moment, and Monitoring Progress

    • 26. A Recap and Review

    • 27. Calculating ROI on Social Media

    • 28. Lessons Learned and What's Next

    • 29. BONUS: A Copywriting Crash Course

    • 30. BONUS: Practical, Simplified Neuromarketing

    • 31. Final Review

    • 32. Course Conclusion

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About This Class

Finally, a strategic guide to drive smart growth. If you're sick of jumping between tactics hoping something works, this course is for you. A proven process of strategic digital marketing. With 3 comprehensive but compact hours, you'll have a strategy that fuels your business to reach new heights.

A digital strategy is guaranteed. If not, I’ll work with you directly OR add content to the course. Just like with my clients, your success is my success.

FREE BONUSES, including a best-selling book.

Meet Your Teacher

Teacher Profile Image

David J. Bradley, MBA

Digital Marketing Strategy Expert


David J. Bradley, MBA is an entrepreneur from Providence, Rhode Island. He is a business growth strategist and the CEO of The Bradley Business Group.

At The BBG, David helps businesses create strategies and build digital sales funnels to generate more sales through Facebook Advertising. He wrote a best-selling book to teach others how he helps businesses with digital marketing strategy: Getting Digital Marketing Right.

As a business growth strategist, David helps small businesses discover ways to grow through market intelligence, strategic and systematic approaches, and business model innovation.

Outside of his business, David focuses on encouraging entrepreneurship and personal growth in others through coaching and speaking.

See full profile

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1. Welcome to Getting Digital Marketing Right: welcome to getting digital marketing right where I'll take you through a step by step process to creating your own digital strategy for your business. My name is David Bradley. I'm a best selling author consultant in strategic marketer. In this course, you, the entrepreneur or marketer business owner, will be going through a process, a very detailed process. And throughout that process, you're going to be developing a digital strategy. So we focus on strategy because of two reasons. First of all, you're the leader of this organization. You shouldn't be doing every little piece of marketing work. You should be figuring out the large strategic plans to move your business forward, and that's how you can get to the next level with your business. Second, we want to focus on what produces results, and we need a strategy to help us make sure that we get the greatest return on investment. And the investment includes both our financial investment as well as the time and energy we put into something. So that's our focus, because we want to get you up to speed as quickly as possible. We'll get into what a digital sales funnel is. How you create one and how you align your strategy to one and so in this course will put everything together so you can go into this. You have a firm understanding of what digital marketing really is and how you go about it the right way. And in the end you'll have a marketing system in place that produces clients, leads in cash into your business. So thanks so much for your interest in getting digital marketing right? And I'd just like to invite you at this time. If you are still interested, go ahead and click that. Take this correspondent or take a free preview for a little test drive of what we have ahead. If you have any questions, you can always reach out to me directly. And I'm always adding and updating the course as I get request. So please reach out. Let me know what's missing, that you want to hear a little bit of boat and you'll see it in the course. Soon after again click. Take this course or go ahead for the free preview, and you can get started today 2. What is this course all about?: Hey, guys, Thanks for joining in here. I'm really excited to get started on this and can't wait for what you have ahead of yourself here in this course. Honestly, I believe this is probably the most important thing you can do. Ah, with your marketing to take your business to the next level. So I'm glad you're taking the initiative to give this a shot. Also, I want you to know that at any time, if you have any questions or at any point, you want to contact me for any reason. My personal email is David at primal d m dot com, and I'd be happy to help you out. So let's get started with a look at what's ahead. The real focus of this entire course comes down to one word strategy. It's incredibly powerful and complex, but you enrolled in this course because you know what it takes and that it's very important and you want this process to be as easy as possible at the same time. So that's what I'm going to help you with. It does taken investment. It takes time, energy and probably a little bit of money, but you will get this done, and it's an investment not in expense. You will make your investment back many times over. You just need to follow along as we go. First off, rest assured, you will see a return on investment, not just financially, but for the time you put into this, which I recognise is a very valuable resource. Second, we're not going to talk about diamond dozen tactics here. It isn't about becoming an S e o expert or the master of PPC advertising. It's about setting up a strategy for your business to succeed, known what a sales funnel looks like and aligning those two things for success. And third, it's about becoming the leader of tomorrow, looking at your industry in your business and how it fits in there and taking the necessary steps for you to take your business to the next level. Now I understand you might be skeptical. Is digital marketing strategy really necessary? I mean, already know about blogging and Seo and stuff like that. So what does this really do for me? And here are some common questions. Do we need a big budget for this to be worth it and honestly, absolutely not. while the big corporate budgets probably could benefit from a strategy like we're going to talk about. This is really intended for those of us who have little toe almost no budget, and it can work in pretty much any situation. So while you might have $100 a month to spend on advertising, someone else might have $0 or $10,000 a month. And honestly, the strategy is flexible enough that you can really make it work either way. But it will be fit to your unique business. So don't worry about your budget Dr to be tech savvy or designer or something like that to make this work. Now this gets into the prerequisite skills kind of category. Do I need to be someone who knows how to build a website? I mean, this is online marketing, right? Or do I need to know how to do S CEO or any of that stuff? And the answer is no. None of that. You don't need experience with any of that stuff. And honestly, while I know how to do a lot of different things online like that, I could build my own websites if I want to. It's really something that you want to stay away from. It's just a way to waste a lot of time and energy. And what we want to focus on, instead are the different tactics and techniques that fit into a strategy. And that strategy will drive your decisions to grow your business. And if you decide I need a new website, I need a work of my S CEO. I need to do some content marketing, whatever it is at that point, you can decide. Is this something I'm going to do myself, or can I just hire an expert in most of the time, it should be to hire an expert to help you out, because you confined people much more affordably to do these kind of things Rather than just taking it on all yourself, you'll never grow that way. Go too delicate. Next. I'm not an N B A. I'm sort of a newbie. At oldest. Am I ready? Very similar to the last question, and again. Now I want to just talk about the process for a quick second. We have a five step process. It gives you structure, but it allows you to be flexible as well, so you can apply this to your unique business. So it's a very focused thing. It's not cookie cutter. I'm not telling you one strategy that works for every business because that is never possible. And you'll also learn a boat sails, funnels the different steps that go into them and how online marketing is all interconnected. And when we meant to those 22 things up, it will make all sense to you, no matter what credentials you have or you don't have in what your experience level is, so don't worry about that. It's a very clean cut process, and we'll get started on it very soon. Okay, And then there's the other guys, the ones that already did it all. Not trying to brag, but I'm pretty darn good at this online marketing thing. What's in it for me? Well, in this case, you probably know something in online marketing, like, you know, copyrighting s CEO, content marketing, building websites. But none of that stuff is a line to a strategy. You see, that's just a tactical bank. It's a technique, but it's not a strategic kind of thing, and I'm not trying to talk down to you in that aspect, but I'm trying to show you when you have a strategy, the game changes completely. You see with the strategy. If you do some of these things full time, freelance, an agency, your own agency, whatever it is, strategy adds a new element to it. So no longer are you just building a website. But you're showing your clients how they can develop a strategy to succeed, and that raises your value, meaning you can charge more for what you do and, more importantly, conferring more value to your clients. 3. Why YOU Need A Strategy: So let's get right into it. Why do you even need a strategy? There's a reason for you to have a strategy, but I can't tell you what it iss. It's something unique to you. It sounds kind of like an awkward question. Why do you need a strategy? Everyone will think, You know, obviously you need a strategy. It's important, but most of us don't actually have one set up. A lot of businesses run without strategies in a lot of digital marketing. One without strategy. Honestly, Do you have something written already that it's explaining the house What's in wise? Most people don't. So it's something where you know you'll do some social media marketing or emails blogging whatever, and you figure it'll work out. I'll figure it out as I go, it's something will stick. Something will catch on. But that's not right. That's not a strategy, and a strategy will make it so. You gain traction sooner rather than later. So if you're gonna take the time to invest your time and energy and your resource is into something, let's make sure you know why you're doing it. What is it that drives you and what is that you should really be doing to do that. Let's talk about the remain fundamentals first. Look at what your business goals are. You know, over the next year, what do you want to accomplish over next? To with reuse, whatever timeframe makes sense, just kept thinking about a couple of different business goals. Now, think about why that's so important to you. What does that really mean to you? You wanted I figure out what your true why is behind all this before you get overly invested? So what is it that's going to change for you? And finally keep asking yourself why? I know I'm just hammering away at this y thing, but it really helps to say why. And I'm gonna give you an example now of why you wanna keep digging a little bit. So here's how an answer might look like to you first. What's your business goal over the next year? Well, I'd like to double my sales team and break 2.5 million annual revenues. What is it that's so important about that goal. Well, I've had my eye in this place. I'd like my business to be for about three years now. Having that sales team to back me would get me there. Why is that important? While at that size I'd have enough revenues to continue growing the business and not stress so much about cash flows. And ultimately, what would having that do for you? I mean, I know part of the reinvestment would go to hiring someone to assist me. All this administration work really takes up a lot of my time. And some of the activities really distract me. From what I love doing and working on. I'd like one or two people to handle that stuff. And I don't want to be the small business owner that can't be with his family without being distracted by how his company is doing. So you see the reason why I really connects us to the core purpose of getting invested in this? It isn't just about annual revenues are you know where you'd like your business to be? It's not about the cash flows, but it's about the result that you're gonna get after you spend the time in really putting a good plan together that will help you get to you. Whatever the end result is and that's why we're doing this. So I hope you find this helpful and really, you know, take the time to figure out what you're doing and why you're doing it. And, you know, make note of that. Write it down, put pen to paper and really figure out, you know, what is it that you're doing and why? 4. How to Build Your Strategy Team: So let's talk about building the team that will support your strategy. And keep in mind your support network and project group is really vital to your success. So you want to get it right. You're probably familiar with the quote that you are the average of the five people around you. We'll keep that concept in mind. You wanna have a powerful team that will support you and give you the resource is that you need. But I also warn you not to make that team to large. Less is more so. Let's talk about a couple of fundamentalist here first. What departments are affected by this, you know, probably makes sense that marketing sales, maybe I t gets involved. But you also want to consider other aspects and again keep the team small. So what? Leaders are really responsible for a change in your organisation who will really support you and put the company's best interest in mind? Who really knows the customer in the sales process and how things are communicated with them? There are a lot. There's a lot to consider here, so make sure you get it all right. Also, what the group dynamics you probably know better than anyone if a team is gonna going to work out or not. You got to think about individuals and how they get along. And as it mean you don't want controversy at all among everyone. But you definitely want something where the best interests of the company comes first. So that takes some leadership and some savvy of who's usually a problem working with others and who works well with others. So it's just something to consider and keep in mind and, you know, leadership by and is important. So it's nice to have leaders and all, But you also need the aspect of people that really speak with the customers directly. It could be a secretary and the CEO of the company coming together. You want the best group for the result that you're going for. I want a final note. Think about office politics and emotions. They get involved, and we kind of talked about this with group dynamics, but really consider what's going to be best and what agenda everyone has. It's not to say anything is wrong with the people working for you, but everyone has their own little agenda and interest and you need to consider that even digital marketers. If you have someone in house that handles that digital marketing is really a complicated beast, and you might run into one of two individuals one the marketer that mistaken limbo used. They understand digital marketing but don't really know strategy or sales funnels, which you'll know more about very soon. Or to the marketer that knows just enough more than others to distract us from strategy and focus on individual tactics and tools. And they probably get a little bit over complicated and try to show their expertise while distracting us from the rial and result that we're going to. So take some time to consider this for your business and how it will affect you, who the right people are toe have on your team. Remember, less is more. Having the fewest members makes more sense because you can always add more people later on . But you do want some kind of a core team that sees the project through from end to end, and those has input. And then when you get to a certain area where you got to consult with maybe a sales leader or sailed member, someone who takes care of customer service. Someone who takes care of human resource is whatever it is. Go to them when you need them. But don't keep them in the entire process or you might end up bogged down and having to deal with more things like office politics, then you might want to. 5. Risk Management 101: Let's start this section with a quote by Peter Drucker. There is no perfect strategic decision. One always has to pay a price. One always has to balance conflicting objectives, conflicting opinions in conflicting priorities. The best strategic decision is only an approximation into risk. So in this, the big idea is that you are going to face risks, and I just want you to minimize those risks and be aware of them. But don't be afraid. It's just something that you're going to have to address in this process. So what do we mean exactly? Well, first, you need to know the fundamentals to how your business operates today, especially in a technical sense in the ways that affect our digital marketing. This is where you might want your techies might to come in and advise you along what products and services you use in the technical sense. Specifically, anything with marketing automation or CRM software. You can also consider how your website is built today and the framework that it's built on . Maybe it's a WordPress site. Like many other websites out there. Maybe it's quoted in another way. It could be completely custom built in a certain programming language. You want to figure that out from whoever knows best about that. So there's probably someone on your team that has all that technical information. But first, collect that information, anything that someone in your attack department would deem important to know. Second, we want to consider ease of adoption, and that's part of why we already started with number one getting some of the fundamental information out there. So he's of adoption. Has to do it to things people in technology, with people you gotta considered. How much training are they going to need if they're going to need training for the new initiatives you put in place? For example, maybe you don't have ah, a CRM system now a customer relationship management system. Maybe you just use paper or excel to track the customers in your business, moving your company from the old way of tracking. Ah, you're leads and customers into, um, a better way of using CRM systems and the software. It's a benefit. But if people have difficulty transitioning and adopting this new platform to use, you're going to get resistance. And that's just one example. It could be, ah, how you send emails out to your audience and different systems you can use for that. Whatever technology you might transition to consider, is it going to cause a big problem on the team? And on that note, the second part was technology specifically, um, a lot of technology up there has great integrations into different platforms. When we get to that point where really choosing, like what we want to do in our digital marketing and why, and have all that figured out, you're probably gonna have to take on some different tools. And when you take on these tools, whoever is implementing them for you, um just have in their mind that they want to consider I'm also using this service in the service. So if there's something that it makes sense to integrate together, you know, we can go with a platform that really makes it easier to adopt for everyone involved in this. And as a final note, think about involving your team. Who can you involved in this process to get their opinion on what technology need and with the key pain factors on your business right now, what you can improve and again, this is something just to keep in your mind. For now, you don't actually have to you. I start interviewing anyone about technology because you could get lost down that road. But when it comes time to true something, figure out what's best for your team and get them in on the process of selecting different technologies and ways to do things. So this is where maybe you can use 80 20 like we just spoke about before on risk management . You know what of the things that are going to be most risky, that 80% of risk that comes from 20% of our decisions? Uh, your leadership in this is really vital. That's why we mentioned getting people involved in getting different opinions. And you've really got to. I trust that this is the best thing for your team and share that with them as well as an overriding principle. Simplicity is the ultimate sophistication, meaning when you decide to adopt a new technology or way of doing things, keep it as simple as possible all the time. You don't want anything that has all these extra bells and whistles. If you're not going to use them, you want it to be stripped down to only the things that you need, and that makes the process of adoption much easier for you and your team. And keep in mind despite pushback. If if you run into any you're benefiting all the stakeholders involved in this, your strategy is for the greater good of the company. And if it takes a little bit of time for people to adjust to new software to use new ways of doing business, they'll adjust. They might push back a little bit, but in the end you're doing it for the better of them and everyone else involved. 6. Applying the 80/20 Rule to Your Business: Let's talk about high impact and low resource activities and how that is going to affect us going through this strategy. So we're probably all familiar with the terms, efficiency and effectiveness. And they used a lot in academia in a very vague sense to cover a lot of things. But there is an importance to them. We understand by now that different digital marketing tactics and elements really have varying results based on what we need and how we implement them. But we want to take this efficiency and effectiveness kind of mindset and apply it to everything we do. So we can do this with the 80 20 or the parent Pareto principle concept in mind. And what this says is essentially that 20% of what you do gives you 80% of your results. 20% of your activities give you 80% of your results. So this is something that's been proven in history across multiple disciplines, engineering to mathematics and ah, management and business growth in sales and so on. So we want to keep this in mind as we're defining what marketing activities we do. So how might this apply to us? Well, 80% of your sales come from 20% of your activities. 80% of your revenues might come from 20% of your customers. Probably your ideal customers. 80% of the leads you generate come from 20% of your marketing efforts and 80% of Europe block Post hits come from 20% of your articles written. So when you have this, you can look at what those 20% of articles right in what are the subjects on? And why is my audience connecting with them so much? The same can be said for your 20% of marketing efforts that give you 80% of your leads. Is a certain offer a certain way that you communicate your message. What is it that really makes an impact? And I just really encourage you to look at your business metrics now and see where this might apply. Look at your revenues, customers, sales, team marketing activities, anything and everything, and see what is effective and efficient for you. The numbers might not be perfect, but more likely than not, you'll find something where 20% of whatever that is is giving you 80%. The results And when we know that we can really see what the key factors are that drive that and, you know, maybe we double down on that and test out some similar but different aspects of whatever that is that we're doing. So it's useful for continual growth in really being focused on the things that move the needle. So go ahead now and start checking out what activities air really generating something for you. 7. Generate Demand for Your Products and Services: Hey, guys, at this time, I just wanna ask for a quick review If you feel you've learned something here, reviews of the best way that I can reach more people who might benefit from this course. But it also takes a little bit of effort on your in. So I know before I have taken courses that have loved, and I still for Gretton really have the time to take the effort to do the review. So I totally understand. And I really appreciate the support. I know it takes a bit out of you, and we've talked about a couple of different things already. The two keys to your success, Why you need a strategy, had a build your strategy team the 80 20 principle in some risk management elements, and we're going to get into the digital sales funnel now. But again, I really appreciate the support, and it would definitely help other people get involved in this course and see some of the benefits of creating a digital strategy as well. So the big idea is you have no funnel without demand. Just make sure you get the right eyes on your business, and this is the demand generation portion. It's the first step of the funnel and here the reef fundamentals to this first, define your target market. Be very specific. We'll talk about how toe defining ideal customer later on. But we're talking about, you know, geography, demographics, becoming needs and wants of these individuals, the users of certain products and services. Who is it that you're really going after? Second, decide on a limited number of channels you can generate the man with Facebook newsfeed ads pay per click advertising on Google, Google AdWords. You can do some blogging and content marketing contrive retargeting s CEO and on and on and on. But you want to choose a few to test out not all of them and not just a single one. If you could decide on two or three channels to be really strong with, that would be best, and you can always expand and remove some as you see fit. Going forward friendly. Compare this to what you're doing right now. Are you doing anything to drink? Generate to me. And now what you doing online? What you doing offline? What seems to work and what doesn't? Why do you think that is considering a little disc and really help you determine, um, maybe like which target markets are responding to you best. That's how offline mysteries might help a lot, and it can really help you determine what makes sense for you to try going forward. Demand generation. How do you find your customers online and how do your customers find you online? These are the kind of things that you have to think about to figure out where should you be going to generate demand. Also, take a moment to see what your competition is doing, what seems to be working for them and what doesn't would do. Industry leaders do well, so we're not talking about your direct competition locally, but the $1,000,000,000 corporations that serving the scene customers as you what do they do and what is what is it that seems to work well for them And again, think 80 20. What does that have to do with what you're doing already? Are there 20% of activities to generate demand that are producing 80% of your demand? Take some time to think about this and see what you can apply it to you right now. And this is the first stage of the funnel 8. Capture Quality Leads to Fuel Your Business: The big idea on the second stage is to capture leads, but you want to capture quality leads, not just anyone that visits your website there. Three fundamentals today's first always communicate with a strong benefit, the benefits that speaks directly to the target audience that you want to reach a good way to think about. This is in three different ways. Financial benefits, strategic benefits in personal benefits. Financial is directly. You know what kind of return on investment and am I going to see here? Strategic is along the lines of, you know, how is this gonna better position me in the marketplace whether it's a B two B service, you're offering where you can help a company differentiate themselves or if it's directly to an individual? Um, you know, maybe you're in the fitness industry, and how are you going to help better? Ah, position them strategically to people that they're interested in intimately or in there, weight lifting competition or whatever element it is and personal comes down to a little bit of the ego. You know? What do I get out of this myself? What's it going to do from me? So think of those the re different aspects for your product or service and try to come up with at least two or three benefits for each. And in the end, you're gonna want to choose one from each category, the best ones. But if you think about a couple, it'll help you generate some great ideas and how you can communicate the best benefits that your customers will see from you. And this also gives a little bit of variety. So you're not just saying we'll get financial benefit A, B and C. But what if I'm someone who is more concerned with strategic benefits? So you want a little bit of variety there? Second, give a high value lead magnet offer. So what we're talking about here is you might see on the Web sites where you can say, um, downloading e book, for example, And in exchange for that e book, you just give your email address and I'll send it to you. That's how you capture leads. That's how you get them to give up their contact information in exchange for something you go to consider. What is the buyer want at this stage of their buying process? What can help them. What adds value to them. So you really gotta get into their mind and figure out what they would want from you. And there's a couple of different things you can deliver to help this process. I'll just run through a list of all of them. It could be infographics video courses, how to e book a checklist or guide data sheets or white papers. Free consultations with a specialist, a buyer's guide for the certain product or service. You offer coupons and promotions access to a private group, free samples or trials Giveaway offers webinar access or maybe even a product demo. Whatever it is, it needs to be something that helps the buyer at their stage of the buying process. So if they're doing research on whatever it is that you offer, what are they gonna want to see and deliver that and most of all, make it easy for them and you you want something that's low friction because that means more results. So by that, by making it easy, that means instead of asking for name, phone email, address the what type of business there in and so on and so on, you just ask for the bare minimum, either name and address, which is what I would recommend or even just the email address. And And you also get the benefit for you of having less data to have to manage and clean up , um, while also generating more leads. So while it might be nice to know all the extra information about someone, you can get that over time you can get in more intimate way, like jumping on the phone with someone from your sales team in the customer service department to get the information from them after you've started a positive relationship, and you could just make it work better for you in the long run, Um, you ask for too much information up front and you're not gonna get the lead at all. So consider that, and we have to design the asking a very careful way. How do you actually make the ask and see a response come out of it? Well, you start with a powerful headline, and contact us is not powerful. There's nothing powerful about that. Nothing makes me want to respond to that. Even if I am interesting contacting you, I probably don't know exactly how to initiate what I want to ask for. It would be much easier if your headline was, you know, have a free 15 minute consultation with one of our specialists. Just drop your name and email and name and number here, and then I'm going to say, Well, yeah, 15 minute consultation that works for me. That's that's probably what I need right now that could help me with that again. Like I mentioned before, Keep it easy. Low friction. So name and email. That's it. You don't need all the extra details and friendly call to action is the final nudge. Usually, we see submit on farms, and there's nothing worse than just leaving as submit. You always want associate the button with some kind of action that they take and the value they may receive out of this. Um, it would likely correspond with the headline that use. So like we said before, instead of submit, might be get my free consultation. Or if you're offering a report of some sign of some sort, it could be Get my free report, learn about whatever it is, make it action oriented and benefit oriented. That's how you get more people to take the action, and if it results in one extra customer in the entire year, which is very, very unlikely, then I think it's still worth it. I mean, what's the value of one customer to you, and would you take an extra 10 minutes to get the right button text? If it takes you that long, I think it's worth your time. 9. Nurture Leads into Hot Prospects: traditional marketing would push a message. You have what you want to say in who you want to say it to, and then you just put it in their face and wait until someone bites. Today we nurture leads with educational, engaging and entertaining content. Here, I'm going to explain how you can do that in low maintenance but high impact way. First, the fundamentals are, you know, the three ease education, engagement and entertainment in everything you put out there. All the content, whether it's e mails are sales calls, videos, anything on your website. It should all be educational or engaging or entertaining. And if it could be two or three of those things, then even better. But if you put in any message up there that isn't at least one of those, then it's wasted time for you, and you might lose the attention of a prospect. So keep that in mind. Anytime you write and have been going forward, ask yourself, Is it educational, engaging or detaining? Also, you want to have the right focus. Don't focus on selling yourself. You need to be 100% focus on your potential customer what their problems and pains are in the benefits of using a solution. Don't make it overly about your specific solution, but make sure the benefits that you tell them both are things that you can actually fulfill . So what I mean is, you don't want to say, Oh, we know you have this problem in this pain. Luckily at ABC Corp. We can help you with those because we can do this. You want to just paint that picture of what that solution is and what the outcome is, how their life is better in the end. So instead, it would be more like, you know, you have problems and pains like a B and C. Excellent solutions that people are found to this are when you can do X, y or Z, and the outcomes of that are this, and that is how you want the focus to be. Don't make it about you. When you're delivering the content, they'll associate all that benefit they receive from you with you naturally, and just on that note, make sure it's always quality content you need quality and quality comes down to really one and two put together here, the three ease in the right focus and just making sure it's up to par. Um, and really speaking to your ideal customer, what their needs are. What they wants are what they desire and what pains they are experiencing. Now there's a couple of ways to nurture clients, and two main ways are with email, marketing and auto responders. So email marketing is more like a general broadcast out to everyone. And this can work if you do a weekly, biweekly monthly newsletter, as long as it's quality content that really is valuable and beneficial to the readers. But I think order responders or something you really need to consider. See order responders are like email campaigns, but they automatically I sent out based on certain events happening. It could be someone responded to that lead magnet offer you offered before you know the free report he cento. So now automatically they get the report in their email, and then the next day they get a page making sure you got that report. Um, I thought you might find it interesting that ah, lot of people in this situation that you're in found benefits from doing a B and C, so you give them a couple of ideas, then, you know, three or four days later, you shoot over another email and just be like, Hey, I want to share this case study with you. I thought it would be helpful to you and so on and so on. You can really build this out into something nice and I'll give you some ideas in a second . But the point of this is to have this nurture sequence go automatically. You're not sending out each of these emails. You just had someone sign up to the website and now they're getting these emails automatically. It's just working for you 24 7 So that sounds nice and everything. But what are we really going to say to these prospects to get them interested? Well, here's a list of some different ideas you can include on your auto responder promotions and discounts, especially later on when you really want to lock someone in, you can offer free consultation. Can you just check in and ask her any questions? What did you think? Both I report. Did you have anything you were curious about? You can give some quick and instantly applicable tips, things people can take action on to really see a benefit immediately. You can give a mix of some long and short form content. You know, maybe one email is a quick paragraph, but the other is a bit longer and in depth, but all packed with the value. Like I mentioned, you could do. Testimonials of case studies. Customer highlights. Essentially, you can do videos from thought leaders and make them very educational and informational for your target market. There do some blood post with the highest of use and engagement. Figure out what those are and then share them with them. And you can also try the lead magnet offer that the person first signed up for, um, maybe mixing another. We'd magnet. If it makes sense without being too overwhelming, you can try a review of, ah sort of previous messages in the sequence. You know, I told you the other day that you can do a B and C um, little last three emails I sent to you just looking for any feedback on those, and you can just share any great magnet lead magnet offers that you have, and you could just share any great content that you have. And maybe you've considered it for a lead magnet offer, but haven't created it into one yet. Well, it might be a great piece for your order, responder. All right, so you got a lot of ideas that you know, the concept of an order responded and how it can automatically nurture prospects for you. So here are some other things to consider. How long should you engage your leads? Is it over the course of a week or a month are three months. What is your offline sale? Just wanna like. And how might that makes sense of your online sales funnel as well? You probably want to match it to that. So if it takes your six weeks to close a lead, then your auto responder can be stretched out to six weeks as well. Was schedule your email to be set too? Well, it's always good to strike while the iron is hot. So in the beginning, you probably want to send that first lead magnet offer, then follow up the next day or two days after at most, and then again, maybe to daybreak and then hit them again, but eventually want to spread that out a little bit. So you're not overwhelming anyone and blowing up their inbox. So think about a couple of more days in between and how long it might take someone for them to see what you have to say and to respond to you. And again, you got a match it to the overall sales funnel that six week period or whatever it is for you. What can you offer that would educate your leads? We went to Ribbeck fullest. So what is it that would really benefit them? And what will compel your ideal customers to take action, giving their information extreme for your offer? The call to action, so to speak. And we talked about this with a lead magnet, but eventually in this order responded sequence. You got to say, Hey, why don't you become a customer? Why don't you you know, jump on the phone with one of our specialists to talk with them, whatever your quota action is, and it doesn't have to be, um it shouldn't be that direct. Like I just said it. I'm just trying to explain to you, but it doesn't have to be, you know, buy from us, right? now it could just be, You know, let's take the next step and jump on the phone together and talk about this or whatever it is that makes sense in your sales funnel. Most likely, your offline sales funnel will be able to explain this for you. And this is where it might be helpful to talk to your sales team and get their input involved in this. 10. Convert Leads into Customers: Now let's talk about converting leads into customers and what that entails. And really, that comes down to just making the ask, you know, asking for their business. But it also should be a low friction. Ask low friction, high value, and that's something that you'll see the wrote the entire funnel. But here, specifically, we need that in mind. So let's talk about what that means exactly. First, you need to make that final call to action and again, simple to the point, direct and value driven. This final call to action is what you really need to help someone make the next step. So again it might help to see what you do in your offline sales. You know what's the final action You ask them to take your leads before they become customers. In great calls to action are high value and low friction, so high value has to be in the customer's mindset. So think in their position, at this point of the buying cycle, what do they really want? What do they really need? What will help educate them? And how can I deliver that to them, you know, So how can I make it easy for them, you know, How can I keep friction low? How can I make it something where they don't feel any pressure and they're happy to engage . So some ways you might want to do this are with trials are doing ah free set up on the service that they purchase training for the products that you delivered to them. Given guarantees, the stronger the better using social proof. So you know about maybe notable others who were happy working with you or the amount of others that are working with you currently in the same thing and engaging stories, stories that speak to specific problems and pains and the resulting solutions also again, keep it simple. So with that, we basically want to lay everything out on the most basic way possible. There is no such thing as being too basic care. So, for example, tell them where to click to get started. Tell them what to do, like entering their name and email or credit card information below. Tell them what the following action would be like clicking on the final cult action button . Remember that something action oriented, not just submit and tell them what to expect next, like how long to wait for the purchase to arrive and what they have to do from there. So here you just really want to figure out the best call to action, to move from a lead that's been educated and nurtured into a new customer in your business . You know, what's that last push that you have to make? What do they really want? And that's part of the process that you can deliver to them, you know, figure out as many possibilities is you can tow what would drive them to take that action, map them all out. And, you know, consider asking for help from your sales team and other members in your organization that you think can be helpful to you in this. And you know, you might not just want one final action that you requests, but maybe you can try to different ones and test which one seems to work out best for you do a small A be split tests to figure out which one is the action that most customers would want to take to advance this this sale and become a new customer of yours 11. Close, Deliver, & Satisfy: Now we're at the two final stages of the digital sales funnel and these air the smaller ones. We might not focus on quite as much, but they're extremely important. And while they're pretty simple, they're pretty complex all at the same time. So I want to take a moment to talk about the fifth stage, hair closed, deliver and satisfy. So why is this so important? Well, we know customers are four times more likely to go to a competitive ER if there are service issues and that means at the point of sale. If something isn't going right or if they just purchased and they have some questions and cold support, you better answer them, and you better answer them well. This is where you can really make an impact on your business if you aren't really doing anything too well right now in this area, if you need to restructure it and help the team that takes care of thes customer support issues or build a team to take care of these issues four times more likely that customers will move over to competitors. If you're not on point, that is a worthy figure to say you know we should probably take care of this, so that's the first step. Now. Second, 70% of buying experiences are based on how customers are treated. So once they become customers, how do they feel at that point up to this point, we've basically made it possible for them to become customers. We've enabled that to happen, but our job isn't done just because they gave us a trick. Now we have to consider, you know, how do we treat these new customers, especially once they're on board? You know why we're doing all we can and showing them that to help them be successful were communicating that that will have a tremendous effect on the final stage as well, which has to do with referrals and keeping the business going. Finally, it costs 6 to 7 times more to acquire a new customer than retaining one 6 to 7 times more, so that stands to show the importance of the clothes, deliver and satisfy stage. You know you need to have new customers on and ongoing customers happy with what you're doing and seeing that you're really trying to help them be successful in what they do. You know this might be in the initial sequence of how you interact with them, whether it's by email or phone, or even in person, if that applies to your business and how you communicate with them there, as well as an ongoing basis of how you help them moving forward. So consider your investment here in how you keep your customers happy and continuing to be successful. Finally, let's talk optimization for a second. So what does that mean? Well, we want it to be as seamless as a process as possible. You know, no issues coming up, nothing to hinder the process. Nothing to slow us down as a customer is buying. And this is especially true if you're doing a sale where you have ah, shopping cart online. And here you can really look at what are the different pieces that are slowing us down here ? Um, what friction exists, and how can I add value in credibility in the process? So for some e commerce sites as an example, friction can even be a discount coupon code box where maybe you'll be able even use them for whatever reason. But it's there. And now, when customers are looking to buy. They're getting sidetracked because they're awful looking for a promo code or coupon, and instead of staying on the page, they're off on others. And you might lose sales in that aspect and adding value and credibility. Well, if you're in the shopping cart and you're looking to make those final decisions on, you know, paying for shipping or putting any credit card information or what have you seeing? A testimonial of someone who is extremely happy with whatever result they got from using the product would be helpful. And that comes down to just getting a one single line that speaks to a specific benefit that the customer is going to want actually hear about at this stage. So look at that. Look at what can be improved in your current sales process. It could even be your phone sales team and what they say on the phone to new customers as they're going through the set up process in the on boarding process. Think about what could be optimized, improved. How can I wow new customers? What can I do to really make them feel part of the family and the team and when you consider all of this. You're really working towards gaining those ongoing clients and keeping those new clients that you have on your in your business. 12. Referrals and Follow Up: here. We're going to have a quick but very important lesson, and this lesson is on referrals and follow up. Now all of this that we've been talking about has to do with creating a sales funnel, and the whole course is basically about developing a digital strategy. And that's great, their old really important, powerful things. But as you know already, that this takes some investment of time, energy and, of course, of your money. So you need to make sure that it's as powerful as possible to make it as powerful as possible. We need to do a couple of things, and one of those things has to do with referrals and follow up. So we already know that. You know, we converted a lead into a customer and that wasn't quite the end. Then we closed, delivered and satisfied the customer. But that's not really the end of this process, and there isn't quite exactly an end. But after you get them settled and get the new customer, whatever it is that you promised them, you can still work, um, to to build your client base from there to build into the process, gaining more customers and to do that, you would like to set up a referral system. That is how you can get something ongoing in a consistent and predictable way so that you can continue building your business in a much more affordable manner in a much more sustainable manner. So consider what can you build out as a referral system? What kind of value can you bring to others, too? Uh, have them sheer whatever it is that you do with their friends that would fit your ideal customer profile. Try to come up with a bunch of ideas, keep it very open at first. And then now we're down to the more, um, viable options and try to come down to two with three ideas and test them out. Try to see which one works best. See what makes the most sense for your customers and how they reacted thes different options that you give them, and as a result, you should be able to get a new stream of referrals where you're not just getting thes blamed leads, but you're getting validated leads that have a much more likely potential to turn into customers. Also, I mentioned a little bit in the last stages Well, but the customers don't just get the product and, you know, get a little bit of upfront training and then call it a day. You want to follow up with customers, and it could be anything from every few weeks reaching out with a quick email or making a phone call to them, or could be every few months or every few quarters. But either way, you want to reach Oh, and make it make sense to your customer base. What would they? Ah, most one and again, this could be like auto responder sequence, essentially where maybe at first you want to reach oh, every week and then you want to transition to every other month. And then after that you do every six months, you Riccio and you say a little something here or there, and all of this has to do essentially with helping them be successful with your product or your service. So these are things that you need to consider in the process and think about how can I build in referrals? How can I build up follow up? And how can I automate that process as much as possible and always have the customer in mind? 13. Your Current Funnel Activities and What It Lacks: Now let's talk about your current sales funnel, and it's very important for us to know exactly where you are today, what you're doing today to get to your ideal tomorrow. And that's why we're going to start off with looking at your funnel now. We just learned what the six stages are in the last section here. Now let's look at that complete funnel. Put it in front of you. Look at those six stages and make no of what you're doing at each stage and make special know of any stage where you don't have one of those steps filled in. You don't have any specific way to nurture leads or you don't have any way to capture leads or what have you make note of that? And we want to keep this very high level at this point. But understanding our funnel is very important to understanding what we need to do and change, as well as what's working and what's not working. Also, let's make no to recruit any help who really know are funnel well again. This is probably your sales team and the marketing team. The people involved in the the buying process with the customers figure out what they feel the frontal should look like and map. Oh, with the current offline funnel is like as well, aside from the online funnel and they should be somewhat similar, at least in concept at each stage. But you want to look at what the differences are and why those things are different, and they should give you some ideas as to what you're doing today and how you might want to change that for the future. But most of all, make sure you're honest about your weaknesses. A lot of people will look at the different steps and say, Well, I got something in each stage, you know it's there and I've already got this all set up. So what do I really need to pay attention? That's for I obviously have a funnel, but at the end of the day, they don't have a really great funnel, you know that. Have these week lead capture systems. They're sort of nurturing their leads into customers, but not really. They have a very expensive way of gaining demand and traffic to the website, and it just doesn't make the most sense for their business. You need to make sure that all of this makes sense for your business. So that's why we're mapping it all out now and gathering the information we need so we can really evaluate everything on the whole. So just take care of that. Now, map out your sales funnel, look at each stage and make note of everything you're doing at each stage. 14. How You Advertise Today: advertising, marketing and performance tracking. That's what we're going to talk about now, because those are the things that are really going to move the needle in our business when we need it to. And these are the things that we have to get right, because otherwise it could be very costly. So first, let's talk advertising, you know, first, where are you advertising right now? Not just online, but offline as well. What are you doing? How much of your budget goes to each of these areas that you are advertising in? Do you see a return on investment in these aspects? Were you unable to really even determine if you're getting a return on investment? If you're putting up billboards and doing display advertising around, is there any way for you to figure out if it's actually producing results? Or do you just assume by the mass numbers that you put out there, that you must get some new customers from it? Same can be said for online advertising. If you don't know how to track it the right way, can you determine if you're getting a return on investment? Now let's think about our marketing. What's on message we're putting out there right now. What's our unique selling proposition? How is our brain represented? And what does it represent? How do you decide on your marketing message? Do you have one U S P that's out there, the unique selling proposition, that specific sentence of what makes us unique And is everything catered around that? Or do you have a variety of different messages that go out there based on what your creative team comes up with at the moment? Always, it's somewhere in between. How do you decide exactly on that? Is your message catered to a specific, ideal customer? Or do you have a variety of customers or the general public that you're trying to go after ? Basically, why do you say to your customers to go to you? What makes your prospects think you are the best ones for the job? And are you even communicating that at this moment? And finally we talked about performance, and that comes down to tracking analytics. Google Analytics is a good way to go for online marketing, specifically with Google Analytics. You can see website traffic over time in the different changes what visitors do on your website. Having engaged with you the geographic location of your visitors, you can figure out what your most effective marketing campaigns are. Figure out what pages any website resonates strongest with your visitors. See how much traffic comes from mobile devices. Find the most valuable segments of your target market and discover which keywords work best with your ideal customers. You know what? What they type into Google to find you, and how does that relate to what you're doing right now? So again, Just think about your advertising, how you're spending on it, where you're seeing a return on investment, what marketing message you're putting out there and how you're tracking or not tracking your analytics right now. 15. Ideal Customer Profile - Defined, Developed, Leveraged: Hey, everyone, I just wanted Think you've really quickly for sticking with me in this course, and I hope you're learning a lot so far again. Reviews are tremendously helpful, but if you have any points up to this point where you're struggling or you have any questions, you can also feel free to reach out to me directly. You can email me at David at primal d m dot com, and I'd be happy to help you out. In the meantime, um, if you found some value up to this point, if you can put out in honest review about how you feel about the course I'd really appreciate. That would mean a tremendous amount to me. So thank you for your time again and let's get right into it now, talking about the big idea here, Ideal customers and why marketing to these ideal customers makes the difference between success and failure. So the three parts of identifying your ideal customer first, it might be good for you if you have a couple of customers that you would call ideal to just interview them and get speaking with them directly. You can learn a lot if you do this. I recommend that you find just 10 customers that you would consider ideal and set some time to speak with them. You might want to think them by giving them a little something in exchange. I could just be a $25 gift card to Starbucks. Or if you find something else that would be uniquely valuable to them. You can pass that over for their time. But take some time to do these interviews, most likely if they are ideal customers. They love working with you. You love working with them and they'll be happy to spend a few minutes helping you out. Now what do you talk about in these interviews? How do you conduct them? That's probably the most important thing about, uh, even planning to do this ideal customer profile if you decide to do interviews if you can. Getting those interviews right is very important, so there are a couple of ways you can go both this. There's five main factors that you want to take note of 1st 1 of the priority factors you know, this is basically about what drove the customer to take action relative to your service, and this gets into the research stage getting information on you. Visiting your website, speaking with your sales reps in going on from there. Then consider this successfactors. What benefits did they expect when they first purchased from you? Did they receive those benefits? Do they expect different benefits now that they've worked with you? Third objection factors were stopped them from initially taking action. What stopped them while they were doing their researching, comparing in deciding for decision factors. Was there one feature where they chose you over the competition? Or were they ready to take the competition almost over you because of a certain feature? How about any other features? How did your company stand out and then buying factors? The last one here. What is their role in the buying process? Who else is involved? What re sources are considered, you know, time, money, energy training, implementation and so on. You want this to be something where the interviewee gets taken back to the buying experience make them think about where they were that day. Ask them directly. Take me back to that day when you were looking for our service is what happened. What did you do? Be very open ended and get them talking. You know, you want to have them thinking about what it was like at that point of their life, as opposed to what it is like now looking back on it and make sure that you don't frame questions so that you put something in their mind. For example, instead of asking for, you know, taking back to that day, how did you begin figuring out, um, who to work with on this project? You might try saying something like, So did you go to Google and start searching for something? And then that puts something in their head like, Well, that's probably what I did. So let me just say yes so that even if it's not entirely true, so be careful how you frame questions and put things into their mind, you know, leave specifics like, Did you search on Google for leave it completely out of there? Next? Let's talk about the profile a bit. The profile of really important This is where we're going to really nail down who are ideal customer is and what the specific demographics and motivations for them are. Essentially, this comes down to creating a single person represented in this profile and with a single person in mind. Any time you communicate, any time you put a marketing message out there, you think about it. In the sense of this one individual, there are a lot of things that go on relative to the ideal customer profile. Um, again, we talked about 80 20 before. This is probably those 20% of customers that you'll love working with love working with you and that bring in most of the cash in your business. So you really want to focus on these individuals, and we're going to get into the basic info of assigning a name, aged lifestyle, different demographics about them. We can talk about business goals as well, what their roles and responsibilities are, how they measure success, what the status quo is today, relative to their solution and what you can provide and what their motivations are, what fears, frustrations and challenges they have, how they relax, what social media channels there on, what their biggest problems are, what a ideal solution would look like for them. And we look at all these different things and this all comes down toothy ideal you know who is your ideal customer? What's your ideal future? Those air tied together. So when you find one, the other is much more attainable. Now, to make this much easier for you, I decided to share the document I created for my book getting digital marketing right and along with, um, the ideal customer profile. Here you'll get a variety of other benefits as well a couple of bonuses, and here you can go to primal d m dot com slash i c p dash download, and you just enter your information there and you will receive an ideal customer profile template. So any time you need to create one, it's ready to go. You have everything laid out for you, and you just start answering the questions in there that prompts to different exactly who your ideal customer is, so that's available for you. For free again, go to primal d m dot com slash i c p. Dash download, and you can pick it up right there. 16. Your Vision, Goals, and Milestones: Now let's talk about your ideal future in the sense of vision goals in milestones. A vision gives you a guide for your business. It sets that ideal future. That big picture thinking goals are the things that move you closer to your vision and milestones make your goals possible. So let's start with vision here. It's kind of easy to think about financial metrics. You know, a lot of people start with that where they're thinking, You know, I want my business to be $100 million business in four years from now, and it's an easy way to start because very tangible. You know, you have numbers to guide you, but there's not a lot to it, you know. So we need to get beyond the financial metrics. But it's okay to start with that so you can have an idea on where to begin the second step . Those considering the influence and impact you want to make what impact do you want to make on your customers and clients? How about your employees, your family and your communities, the entire world? What impact do you want to make? Think about that and see how that might reframe your $100 million business idea and finally think about what you're Why is this has to do with influence and impact. But what's your purpose of being, you know, as an organization? What do you want to accomplish and why? Figuring this out is very important. It takes a little bit of time, and digging might be something that sticks in your head for a couple of days before really makes sense. But it's very important to get to a real vision that speaks to maybe 3 to 5 years old. What do you want to accomplish in this world, and what impact do you want to make now, when we have that figured out, we can think about our goals, and these goals might be 12 to 18 months out, but the purpose of them is to reach our vision eventually. So while I vision is this larger picture kind of idea, our goals are the more tangible, direct, achievable things that you know. They're coming up sooner in our timeline here and over the next year, year and 1/2 we can probably attain them. Choosing the right goals is very important, though, and you probably want to choose about the re major goals to go for. So using the Matrix will be very helpful here, and I'll show you one in just a second. But just make sure that you choose goals that are measurable. You want something that you know exactly when you have reached it. You don't want to keep it to open ended in two big where it's difficult to say if you actually met that goal or not. Okay, so now you can see The Matrix I was talking about before. And here on the left you have two different goals that you might want. Here. You can think from each department's point of view, what is most desirable. What is each department really seek for the business. And if you can get an overview from everyone, this way could be very helpful. Um, that we don't have a single point of view looking at your business, but then you want to consider what these different ranking factors really have a weight in . So what do you value the most? Here we have business value as very important, with a ranking of three or wait of three, rather then complexity. We're not gonna worry too much about that because we're confident we can figure it out. So we put a one on that course. Savings were not cost driven, specifically with more about building value, as you can see, so we've said a one to that. But time and energy is very important to us. So we set a two on that. And now, as a result, we can figure out, you know, go a If it has a certain value here and here and here and here, we can put that weight to it as well. So not everything is valued in the same manner and configure what the total is at the end. So this is just a way to figure out, you know, is a more important than B and C and D and E, or which one is that that's really most important and what to wear. The recon we hone in on and you might have it down to Z with all your goals. But when you can get to the main specific ones that are most vital for your business, that will help you tremendously moving forward. Now let's finish up with milestones. Milestones of the things that move you toward your goals. This is something that you want to be very specific with. Um, you know, it might be three months, so it might be nine, maybe even 12 months out with these milestones. But they should lead you to your goals. So that kind of subsets of that so free school, you probably want three milestones that really speak to what it is you're trying to accomplish. The best way to begin is thinking about what your goal is, when what the first step would be to reaching that goal. And that alone could be one milestone. Then, from there, I think maybe the second major step in the third major step in filling the other ones whatever makes sense for your business and your goals. But the point is to have this kind of pyramid effect of your vision is up top. Then your goals are underneath that three or so major goals and then below each goal are about three more milestones that will help you reach them. So thinking think that in this aspect, and you should be able to come up with some powerful planning for what's next in your business. 17. Vanity Metric Danger and Boring but Vital Record Keeping: and this time real quick. I just want to ask you again for a quick review. If you feel like you're learning something here, reviews are just the best way I can reach out to more people so they can benefit from this . So if you can take the extra effort that I acknowledge you have to take on your end, I would greatly appreciate it personally. And I hope that we can reach some more people and help them with their digital marketing and developing a strategy as well. So I'd really appreciate the support, but let's get right to it now. The big idea here is really what resonates throughout the entire course. You know, we have this big picture thinking, but we have to get into the details and for Europe, what matters most if we're gonna find success, So that's what we're going to talk about now. In the first piece of that is being careful of vanity metrics. So vanity metrics you may have heard of before. But essentially, you know, we hear a lot of things where people talk about how their traffic rose 300% how they gained another couple 100 Facebook legs and other other metrics like that. And with any of these metrics that you track and the things that you can kind of brag about , essentially you need to ask, you know, what purpose does this fulfill for May, you know, Is it just making my ego? But better. I was just like, whatever Announce tracks, you know, we see talking about site traffic a lot, so maybe that's something I should focus on. But in reality, getting more people to see your website doesn't do anything for you. What matters is what happens when they do visit your website. You know, do you capture the lead, nurture them, convert them into customers, and it also matters on the quality of traffic that you get. If you get a bunch of people that aren't even customers, then it doesn't really do too much for you to have more people visiting your website. Facebook could be the same thing, and these are just two of the more common examples. But vanity metrics can be just anything that aren't aligned to your vision, your goals or your milestones, things that you contract them to make you feel good. But they don't really move your business forward, and eventually this could become like an addiction, and I totally understand it. I've been there before myself. And you know, whether it's checking traffic or in book sales or whatever it is, Um, you just want to, you know, get a quick update on it. So you go and check the latest stats. You get the instant gratification, and then you basically repeat that constantly until it becomes a habit almost for you to do this. And you know that that's a distraction. And it could take some time out of your day that you shouldn't be spending that way. But in the very least, make sure you also check metrics that really matter to your business and the things that we're going to move you forward that comes down to good record keeping. I like to keep a more manual kind of record keeping. Um, aspect of my business is, well, something where I can just focus on the big picture specifics of what matters for me. So here's the way I might go about that creating ah and spread she and Excel. I'd have each individual marketing activity going down the different rowers on the left side there, Um, if I want to put some specifics, both marketing activity, especially if two word kind of similar. I'll just do insert comment and put any notes on that cell. Um, in the in The second column is the first column listing the marketing activities. That second column I'll put a metric. What is the metric that I used to actually determine? Um, if this activity is moving forward or not, I also record the financial investment, which is like the start, of course, to get you going, you also want to consider the costs of any ongoing work like advertising. You might pay something up front to create designs, and then you might pay something on an ongoing basis to actually display them. And then you want to track progress on each met. Metric. Um, conversion rate is a very popularly helpful one, especially with digital. We want toe, see what converts from, um displayed, add into and add getting clicked on into ah, form being filled out after they click on the add and visit the page. And you can look at different aspects to show financial progress as well. Whether that's revenue generated or leads generated or leads closed, essentially new customers. Just figure out what matters in your business and each of these marketing activities think about moving from Step A, just that be two steps. See, put that in this spreadsheet making order, the financial that go into each of those and then you can start to really see what's working for you and what's not. 18. What Works, Competition, and What's Next: you need to know where you are today in a way that competition is today so you can plan for tomorrow. So that's exactly what we'll talk about now. First, what's working and what's not. We just talked about tracking marketing activities and the financials and results that go with them. So looking at something like that, can you see what is delivering results for you and what's not thinking back to your sales funnel? Before, if you had taken the time to really dig into what you're doing and what's producing results for you, maybe seeing if there's an 80 20 that you conducive on your activities, check that out and see what you should really focus on. It's the good, the bad and the ugly. So figure out why something is working or something is not. And if anything Israeli not performing, you might want to cut it or completely redesigned whatever it is. But here is where we gotta really figure out how we're gonna move forward, what we're gonna move forward with, and we're going to get into the whole sales funnel in a moment here. But you really want to look at what is going on right now. Friendly. What your competition up to you? What are they doing? As far as marketing in their activities should build out a spreadsheet listing the different competition, the company size, whether that's based on employee's annual revenues or both, or another metric also consider like, what do they offer the specific services? Who do they offer it to? Where they're ideal customers? How do they position themselves? What's their unique selling proposition? How did they advertise? How do they market, where they on social media and so on, but to a complete analysis of what they're doing and what seems to be producing results for them as we go forward or going to get into the planning stage of moving from what we're doing today and where we want to be, which we've figured out up to this point and figuring out what tools, tactics and techniques we need to implement into our digital sales funnel to really get there. So we had this strategy built out. We're gonna get a funnel complete, and it will be aligned to that strategy so we can get to where we want to go, and that's what we're going to show you next 19. Generating Demand with AdWords PPC, FB Ads, and Retargeting / Remarketing: Now we'll talk about generating demand, but we don't want to just generate demands so we can build our brand, our egos. We want attention to our brand because we want to turn that attention into revenues in new customers. That's the point of generating demand. It's going to build our business, and we have a couple of different ways to go about this. So before we begin, let's look at some fundamentals. First, we have to decide on the best ways to generate the men for a business. There are a ton of options. So, let's figure out, are ideal customers would best be served by us dealing. So if they all use Facebook, for example, but none of them use Lincoln. That will give us an idea that we should focus our social media attention over on Facebook . If for the most part they're gonna be searching for our products and even if they use Facebook and Lincoln faithfully, they aren't going to look for our product fair. And our product isn't going to fit in that channel so well. So we're going to focus our attention on pay per click advertising Google AdWords. Maybe these are just examples, but you have to figure out what's best for you, your business and, most importantly, your customers. Second, we're gonna focus on 2 to 3 mediums, not everyone. We have a ton of options here, and it's usually best to do less. Simplicity is the ultimate sophistication again, but you don't want to do just one medium whatever kind of channel that is that you wouldn't advertise it. Promote yourself through you want to maybe three so you can compare among them. And later on, when you get the results of how they perform, you can do in 80 20 to figure out where you should focus your attention in your dollars and again. Always, always, always focus on your ideal customers, not the general customer base, but those ideal customers that drive your business forward. So keep them in mind as we go through this. The first form of generating generating demand is online advertising. This can be AdWords pay per click advertising, Facebook ads or retargeting. Re marketing advertising is really the mainstream way of getting attention and has been for decades. However, digital online advertising is much different than traditional print advertising, so there's basically a simple funnel here. First there's the advertisement. Then there's the landing page. So once they click on that advertisement, that website that they actually end up at and then there's the call to action. When they get there, what do you ask them to do? If you can get that down, then you're going to be ahead of most people. You see, you don't want to do what most people do and put up an advertisement with whatever ad copy , targeting whatever keywords and then just send them to the home page of your website, where there's no clear call to action. That's not realigning page. So think about that funnel If you're going to take this route. And if you're doing Google AdWords as you're a paperclip platform here, five steps that you need to get in line first is keyword research really discovering exactly what your ideal customers search for in what brings them onto Google? And when they get there, what do they actually saying? You have to think about the different stages, the buying cycle, whether it's the initial research or they're almost ready to go ready to buy, and they just need to find the right buyer at that time, and they might search differently based on that level. Then you also got to think about the campaign architecture, which is similar to what I said above the funnel. The advertisement. What the ad is going to say with the headline for the ad will be the landing page, which should match that advertisement. But be longer and more in depth, of course. And then the B call to action to finish that off, actually creating the landing page again. You want consistency from the advertisement to the landing page, but you need a very powerful landing page that makes it easy for someone to actually take action and to trust next your bid strategy in managing your budget. You want to be very smart about how you go about this. You want someone who has experienced doing this because you don't want to blow your entire budget within a few days if you don't set it up correctly. And you also want to make sure that your advertisement is getting in the best place possible given your budget and given how much you're willing to pay for, lead our paper click. So consider that and then track and optimize. You have to track everything you do. It's a numbers game. If you track everything very specifically, you will be able to see what's working, what's not, how you can adjust. And then you can constantly do a be split tests to improve your conversion rates and help your business grow. Now moving away from Google AdWords Let's look at Facebook advertising. Facebook is a wonderful platform because they have so many highly specific targeting features that you can use, and it's a very advanced way to go about it because they have so much data on people. They have entire profiles, entire life stories on people, so you can get very specific here. Here are six aspects to consider if you're going to engage with Facebook advertising, if your ideal customers do use Facebook and would be open to using to seeing you in your product there first used lead magnet offers. That's something we mentioned before. Whatever guide you put together a video, Siri's whatever free offering or demo, Whatever it is, make sure you use that in your advertisement. Second, mixing promoted posts, you get some promoted posts in there to get larger exposure and Grace book will show you very specifically what audience you'll reach. If you do promote post and at different price ranges. Whether you spend $5 or $100 it will tell you how many people will see that Post News feed ads are always better than the side panel ads. Keep that in mind there, UM, probably a little bit more closely, but it's going to be worth the expense 99% of the time. It's the better way to go. Target meticulously so many so many options. It's almost scary on Facebook, but use them to your advantage. Get very specific about who your ideal customer is, and then target them as closely as you can. Use images. But don't just use images, really. Take the time to consider what the images you use communicate and how they represent your brand and how they communicate specifically with what you're asking for someone to do. And this can only use these images can only have up to 20% of them have actual text on it. So most of the text to communicate your message with words, it's gonna have to go in the description itself in the headline But in the image you really want to communicate something visually, um, as quickly as possible. So take some time to really consider it that cause a lot of people just put any image up there, and you want to be careful about what you do and finally run a late campaign. It doesn't have to be a heavy investment, but spend a little bit of time doing that, so at least you'll have. Maybe a couple of 100 likes on your page, and there's more legitimacy behind your business that way. And if you want to build a following on Facebook, other than just advertising on it, that will be a tremendous help. Now let's finish off with retargeting and re marketing just another term for the same thing . But essentially what this is. Well, give it by a car and start researching for one, and eventually, after you look at this certain car online or if you start to um, if you actually buy a car yourself over sudden, you see that car everywhere else. You invested so much time in this that you just notice it in the environment, a whole lot more, but the same thing can be said about retard and re marketing. You're not just noticing something more. You're actually really seeing things more so because with retargeting, you can figure out when someone checked on a certain page on your website, and then he can display ads to them based on that page. So, for example, moving away from the cars. But if you go on a website and look for, um, a certain bag of some sort, then when you go to Facebook or you go to another website, depending on the retargeting network you choose, you'll end up seen that bag for sale. You end up seeing everywhere else, and now all of a sudden you're having that inkling like Maybe I should have bought that. You know, the company's obviously everywhere. I'm seeing this bag again. I'm really liking it. Let me go back there and check the so I need to get one after all, anyway, so let's let's let it be this one. People are 70% more likely to go back to a site and convert when you use retargeting. It's a tremendous statistic, and it can really be powerful for what you do. The only thing to keep in mind is this would be useless almost unless you had a lot of organic traffic on its own because it only works for people who already visited visited your website. You're not gonna get new leads into your business by using this, but it will help you moving forward if you already have people going to your website considering to buy, but not quite ready yet. 20. Generating Demand with SEO and Content Marketing: Now let's talk s CEO. Search engine optimization now to do s year, right? In my opinion, you really need to stay on top of the latest trends and you need to stay within regulations . In other words, White Hat Seo. So anyone you work with ask them to strict, strictly be in the white hat space. You can do gray hat. You can even do plaque hat if you want, but I really don't recommend it. If you are running a legitimate business and your reputation is something you care about And I'm guessing if you're watching this video and sticking with it, then you probably really do care about your business and your reputation. So just keep with her in regulations which Google sets himself and you do not want to make a rule angry because if you're pulled off Google altogether, that s CEO would definitely be unsuccessful. What's most important, in my opinion, is on page optimization. You have to think about it in both the sense of what Google wants to see. But also, even more importantly, really, is how your users go on the website and see something. And a lot of these things will be helpful in that sense. You know, consent page title that really communicates exactly what that page is about. Even set headings and subheadings. I used images with the proper file names and all these things really go into creating guy the right website. You just need to put in a little bit of extra effort to make sure the S e o aspect is taken care of as well. You have a little checklist on the side there. You could go over. S CEO is really benefited by other activities like content marketing, primarily in social media even. And social media is growing in the sense as well. Traditional aspects of S e O are going away, and we've heard that for a long time. I really don't. I suggest that you do anything. Ah, outside of content marketing and social media focused aspect for your external CEO for the off page seo, um, link building is great, but I think you should do it through really authentic link building, getting impress building content. Um, you want to be wary of the gray hat and black hat techniques again, and that's where a lot of this comes in so consider if CEO is right for you. If it's something you really want to invest in specifically with off Page Seo as paid as opposed to the on page optimization. Is it something you will embrace for the long term? Because this isn't, I think where you pay. And then next week you're on page one of ah, Google. When someone searches for something relative to you, it will take you months. Probably at least three months. Could be 69 12 months before you really see great results and matters on your industry and how the competition is. Are you on page one already? Because if you are, this is probably not something ah really worthwhile getting into unless you need to move up from spot number 10 hopefully to spot number one. If that's possible, you can get that checked out working with someone who knows S CEO and can really do some market research on your industry. And there. Do you have the search volume for relevant keywords is as you're even relevant to you. There's a chance that almost any business out there gets search volume to some degree. But if you have to spend thousands a month to rank high on the search engines. Does it really work for you and for what people are searching for, based on your competition as well, Figure all that out, see if it makes sense for you to invest in this. So let's talk content marking like we just mentioned. This is part of off Page Seo. In that strategy, you probably hear a lot in exchange with the term inbound marketing essentially the same thing. When creating content. We want to do at least one of three things. Educate, engage or entertain. And with that concept in mind, we can create content of varying sorts, some to consider on the side. Here you'll see the list podcast, blog's guest, blogging, infographics, e books, guides, videos, lists. Everyone loves the top 10 whatever and list like that. So content like this is something helpful to, ah, shown your authority, showing that your value forward and you're also answering questions before they even come up. If people constantly are curious about a certain thing, writing a block post about it gives you the option also to send that block post to them when they ask you about it, but also be found. The room more organic means when people are looking around. Um, you know, this is the CEO aspect. If someone's looking for a specific answer to a question and you answer that in a block post, there's a chance that block post banks on Google so that your found and that's really something you want to leverage. The thought leadership aspect is just an extra bonus. But this does take time and energy. And if you hire someone or an agency to help you, it's going to cost some money. So you have to really consider. Is this something for my ideal customers? Will they benefit from having content, and if so, what form of content would that take? Is it worthwhile as compared to other means, whether it's social media or pay per click advertising our Facebook ads or have you for euro? If this really makes sense for your business, and it doesn't have to be just a sexy industry that people love to read content a boat, but thinking about your industry and your customer specifically would content help you along that journey 21. Generating Demand with Social Media and Digital Communities: and we mentioned it a couple times. So let's get to it. Social Media figuring out If it's right for you, your customers in the resource is you have so some questions to answer our do I have. The resource is for this. Don't have the time, the energy, the money. Even if you're just looking to engage people on Facebook or another platform, it might cost you some money to actually get started and get people to see what you put out there. Is it worth investing? Your resource is into this. There's opportunity costs. If you don't do social media, you could invest more in content marketing or advertising. Or have you? What budget can you set to this? And what budget do you need to set to this to really make it worthwhile? Maybe you have $100 a month to spend on social media, but it doesn't really make sense unless you can spend 400 a month. Consider that based on what you're trying to accomplish and what your goals are. And, of course, where are your ideal customers? What network are they on? The on any networks? Will they actually engage with you? on these networks. Just because someone has a profile on Lincoln doesn't mean they ever actually use it, for example. So consider that, and there's really one of two strategies you can use with social media you can use as a landing page, or you can invest in it. So what? I mean, here is a landing page, Israeli just any page that you end up landing on, um, as a result of searching for something or seeing an advertisement or what have you. And in that sense, you have a single called action on that landing page with social media, for example, maybe no one really uses Facebook and your target audience, but you want to at least be on there so people can see that your illegitimate business that you're actively in business, but you're not really willing to invest in it because it doesn't. It's not worthy of your time, your money or your energy. So instead you set up the page. You optimize it so people can learn about your business if they want to read about it. But most of what you do is just trying to drive people to your website or another profile perhaps, or whatever it is you're trying to just use that as a landing page where people can go and see the profile. They see maybe a weekly update, maybe a little more maybe a little bit less, even on the page itself. So they know that you're active in business. But it isn't something where you're investing a lot versus actually investing your time, money and energy into it. Here you have a resource is going in and hopefully you have something coming out of it. If your audience is there and if they're going to engage with you on social media, this can be worthwhile for you. Otherwise, if it doesn't make sense in the very least, set up a landing page, build out those pages and have a presence although not active. So I hope that distinction is clear. And finally, you know where you really going to end up? Think about it. Facebook, Twitter, LinkedIn, Pinterest. Facebook is the personal direct B two c kind of thing. Twitter is very short to the point kind of real time platform linked in, of course, is the business based platform begun to be to be side and Pinterest is a visual platform, and these are just some among the many, So there's a lot to consider here. Now let's talk digital communities. You know where your target come. Customers online. What are they doing again? This is the important aspect of doing an ideal customer profile. And again, like we mentioned before, you got to remember the three. Ease with anything you put out there. Educate, entertain and engage. Digital communities are anywhere online that your customers congregate. Essentially, so common examples of this are Facebook groups, message boards and forums to specific topics. Read it pages and the SUBREDDIT. It's that get very precise to different areas linked in groups. Cora and Major Knit in Niche Blog's where you can find who, um, or where your customers go online. Then just getting active in the conversation. Engaging, providing value. You end up building relationships that way, and it can result in a tremendous advantage for your business specifically. But you again, you don't want to be sales. You don't want to just push your business and talk about the things that you offer, but you want to provide value to people and you want to engage with them. So keep that in mind wherever you end up finding your customers. And that's really true across the board, Not just what digital communities are social media, but with advertising. You you want to be value forward. Keep that in mind. Always finally be ready for demand. In other words, be mobile, ready and speed ready. If your site isn't mobile responsive, you have to fix that now. April 2120 15. Ghoul is changing their algorithm to really ah catered websites that are mobile, responsive and the ones that aren't mobile responsive are gonna end up ranking lower getting booted off the first page. So if you really invest a lot of time and money and getting there, you might not last there too long. If you're not mobile ready and that's just the way of the future, you gotta respond to your customers. That's why Google is changing their algorithm. Customers use their mobile phones all the time to do research, so make sure your website is mobile ready top priority. Also, check your site loading speed. 40% of people abandon a website that takes more than just three seconds to load. It's not a lot of time at all. 47% Expected page load in two seconds or less. Really? We want to be punctual about this, so check page speed insights. Czech Kingdom website speed test in check. GT metrics. Performance analysis. I like thes three methods the best. And each of them will give you some very specific information about how your websites performing. Use this information to improve your website. Have your developer check it out. See what he can improve and constantly determine. You know, what can I do to improve the improve the performance? Um, not just for search engines, but for my customers and how they interact with my website because this could be very, very important. If you lose 40% of the people going to you, that's a tremendous cost of your business. 22. Capturing Quality Leads: Let's put our plan together for How do we capture quality leads? Attention alone doesn't do anything for us. So no matter how much you do to generate demand in a track traffic to your website to your landing pages, it means nothing if we don't turn that attention into an opportunity. So that's what we're going to focus on right now. There are three fundament fundamentals to this first, keep attention with strong headlines. We need something right up top that says exactly what someone is going to that website for . Speaks to them personally, and we'll get into this a little bit more. But I did want to share with you a resource. I made its Frito access. There's nothing you have to do except for a go and check it out at primal d m dot com slash headline dash formulas, and you can see about 57 different formulas I have on there to creating a headline. Whatever you do, you to make sure that it's a very results oriented or benefit oriented headline, and we'll talk about that in a second next, provide an engaging offer specific to your potential buyer. Think about what that prospect wants at that time in there researching stage when they're ready to buy. Um, think about how sophisticated that buyer is in the market right now. Are they just looking around for a potential solution such as yours, or are they looking to buy immediately and just need a small push forward that will cater? Um, little dictate how we approach this stage as a whole, their design a low friction, high value process. And we'll get into that. But it has everything to do with what we're offering, what we're asking for and the balance between those two things and how they how they rank essentially compared to each other. So now let's get into it. First off, it's the headline. It's all about the headline. You gotta speak to specific benefits with headlines and speak directly to your ideal customer and basically, what they want to hear. You know, what results are they seeking? And how can you speak to that in your headline? This is very important because the headline is probably the first thing that people are actually going to read on your website, and the headline basically dictates whether or not people keep reading and checking out what you have to offer. Because of that, it's often important to target pain points. What pain do people have that they're going to you to potentially solve? Be very specific about that. You can also try asking a must, no question, something where your ideal prospects an ideal customers Just I need to know once they see that headline up there, provide the answer. You know, we'll get into what kind of offer you, uh, can give. But make that offer. Answer the must, no question, and be consistent and be authentic. But put that out there and let them know that you're there for them to answer. That must, no question. You can also make it a bit mysterious. Um, the risk here is you don't want to be misleading. Ah, you want to be very authentic with them. You want to be honest, but you don't want to give away everything. You don't want to give the whole bag of tricks out there. Just give a little taste of what you might be talking about and let them go from there. And of course, you can use lists. Let's start Excellent. You know, we see them a lot. The top three reasons to do this, the top seven ways to get this done. Top 23 This and that. They are extremely powerful and popular, more so in the content marketing space. I wouldn't go too high with a list unless is very punctual. Short to the point, um, orphan makes a lot of sense for whatever you're offering. If you have a very complex product and you can really manage 10 or 23 points on that topic , and that's still considered a taste of what it is you have to offer them, then you can use a long list like that. But giving someone a top three or top five on it can really be a pretty powerful way to get people started without making it overbearing. You know, you want this simple for them to consume still something where you know, they can basically take it in within five minutes. Now we have the headline. We have the offer stated in that headline. Perhaps now we have to have basically ask them for some information. We want us to be very low friction but high value. So what I mean by that well, high value is in the offer that we have there for them. Whatever it is, they The thing that we're going to provide value with the low friction is what we're talking about here with information. If you're gonna offer them this e book that they must have, um, that they really desire. Then you have a little bit of leeway in the sense of friction where maybe, you know, you can justify asking for their name, email company, um, position in the company of a CEO, see excel of some sort, um, entry level. What have you You can maybe ask another one of two key features for your business. But the more fields you have, the less likely it is. Someone is going to actually complete those fields. So instead of that's usually better, just say name and email. That's it. Just very direct to the point name and email. And then, you know, um, it is it's ah, very low friction process for them. You know, they don't have to give away too much information, they don't have to put in too many keystrokes. And it's done a little bit faster that way. And friendly just customized these opportunities as much as you can, and as much as is reasonable, really. I mean, essentially by this may be your product can solve two major pain points rather than addressing them both. Maybe you should have the traffic driven towards one single pain point, then driven towards capturing this lead with one specific pain point in mind. So you have a separate sales funnel for each pain point, and that way you contract which pain point is going strongest? Maybe it's a different market, or maybe it's the same market and you contest speaking to both pain points. But you want to be as specific as possible with whatever you dio, so keep that in mind. So again, strong headlines, low friction, high value, ask on the information and a very custom fit to your audience. But we have to do a little bit more than that. Still, we still really need to talk about what offer we're going to give. We're not just going to say, give us your name and email and we're not going to just say contact us because that doesn't really do anything for them. We want incentivize them in an authentic way where we're we're really trying to help. We're really trying to offer something that they really, really want in love. Now the question is, what exactly is that here? A couple of ideas. You can use whatever makes sense for your businessman clients. But these air some popular options. It can be an e book again. Maybe a very Shorey booked a couple pages, or at least a very well designed e book, where if it's 10 plus pages that headlines specific key points are very well established, you can also do something more formal, like white paper. It makes sense, maybe a pricing sheet or verse, unquote. And you can even do ongoing ah, educational content, like an online course by video or email just written out in text form, but something that maybe every day or every other day or whatever schedule they get this new lesson delivered to them in their inbox specific to something they want to learn about . Then you have all these other options. You can figure out a couple of options that might work best for you in your business, and again, maybe you test them. Maybe you have one that really makes the most sense on your side and for the customer as well. The keys to getting this right is really having a perfect image of your ideal customer is. That's why that stage is so important, really drives everything you do there are you marketing process. You also want to focus on the stage of the buying prices again. I mentioned this before. Are they just looking for potential solutions to the problem? Are they looking for a very specific thing to purchase and they're ready to go? And what they want at that time might be different. You know, if they still want to learn about what this is all about, maybe an e book or white paper. Will it help? But if they're ready to get started, maybe a free trial or a discount incentivize him or they just want the consultation so they can talk to someone and get the ball rolling. Think about what makes sense for you high value, low risk and free. We're not trying to charge anyone on any of these things. Ask for minimal information again, low barrier to actually getting them to give your information, and that's done by asking for the minimal that you need and make the offer stand out. I'm speaking about the aesthetics, essentially, visually. Make that offer stand out, make it contrast with the background and the rest of everything. I'm going around on your on your website and landing page. You wanted to jump out to people so that they really see it, and they don't just glaze over it. You know, if it's the same exact design and everything else, it might look nice when you're looking at it from, ah, Web design standpoint, but in the sense of incentivizing people to go ahead and click and, um, really pay attention to it. You want something that stands out. If your website is waiting blue, make that button or that form itself bright orange. Make it visually appealing, but make it stand out 23. Nurturing Leads: So in the last step, we were able to capture a quality lead, someone that was really interesting, what we're offering and were able to be value for it when we did that. So the relationship began. We captured their name and email address, at least, and now we need to just take that lead and turn them into a customer. So that's what we're going to talk about now. The nurturing process. So first we need to side in a way to nurture your lead. The easiest way in most beneficial would be in auto responder. But you also have to consider your email sequence your print newsletters if you do that, calling the leads directly with your sales team having them re job. But we're going to focus on email and order responders here because we are talking about digital marketing and order responders are the most automated way to go about this. Second, we want to continue to educate and engage and entertain mentioned this throughout the process, but that's really ah, a piece of the fundamental ways to communicate with someone. So keep that in mind with everything we do here and make the process enjoyable and automated on both ends, so nurturing your leads. This is where we leverage email newsletters and order responders. See email newsletters basically give you permission to stay in touch the lead. When they asked for that e book or the free consultation or whatever they decide that you decided to give them in the last stage. They give you the okay to reach out. Um, aside from just delivering whatever that offer was, so that's where you can take advantage of this. If you're doing something like a monthly or weekly or biweekly newsletter, I wouldn't do less than monthly then. That could be something that they are on, and they're now receiving information that you put out there. And hopefully it's high quality information in a great newsletter and that can help nurture clients or, ah, prospects. I'm sorry into becoming clients and customers, but the more sophisticated cousin to email newsletters is order responders. That's what lets you strike while it's hot. That's where you know the first email. They get the lead magnet offer, but then automatically. The next day they get ah, follow up email and then automatically maybe two days later. Three days later, maybe that just the next day they get another email and all of this process of sending those emails out or automatically done. And it's all based on on them actually receiving the first lead offer that you put out there. From there, everything else happens on its own, and that's really important because it frees you up to do whatever you need to. You know, your sales team isn't back down with phone calls, but the customer is still getting something that they find valuable. Um, so that's a great way to go about this. And to them, it might seem like just someone on the sales theme, reaching out by email and providing something some valuable information that would be the best way to go, Um, as opposed to in contrast to email newsletters, where it's clearly more of a broadcast, just update you on information. This is really catered to the prospects. So let's talk about creating an order responding now for the length it can be really anything you want, whether it's a couple of days, couple of weeks, couple of months, but ideally, you want to just match the length of your current sales funnel That's where you can look at your offline sales funnel. Talk to your sales team, see what they think can go into this process and figure out how long it usually takes someone to go from being a lead and getting that first contact with your company to actually becoming a customer. Then you have to decide how often to contact. And it doesn't have to be a constant thing, like every three days for the entire Ah 40 day cycle, or whatever it is that you do. It can be sporadic, so to speak. So like I said, you can contact in the beginning a little bit quicker because you want to strike while it's hot. So it might be the next day and then a two day break and then at some point may go a little bit longer and go for Ah, let's say once a week for a couple of weeks and you can follow up that way. All right, can really extend the process as much as you need to. If you want to contact once every couple of months, you can even do that. But just decide on what makes most sense and start sketching that up and decide how many emails to send. You can decide that you want to contact them every, ah, few days, and you can contact them over a certain period of time. But also think about how many emails send, ideally about 7 to 9, and a sequence makes the most sense for most companies. But you have to think about your customer, of course, and what makes most sense for them? So what do we include in the emails? Well, again, I'd hate to repeat myself, but be educational, be engaging and be entertaining. Ah, good idea. Might be to answer. Some frequently asked questions. It would be great if your team, with our customer service or sales, can keep a list of frequently asked questions, and then you can turn that into, um, pretty much anything that you might need that could be great for lead magnet offer that could be great for content marketing. If you have a blogged, it could be great for an order responders sequence. Answer some questions up front, Then you can also pull some quality content from your blogged, something that's educational, that people would really love to see and read about but that right into the order responder . And finally, another idea would be case studies. Testimonials work well also, but case studies where you can really say this was the problem. This is how we attacked it, and these were the results. This is how their life is better. That could be really powerful to really communicating the benefits that you can deliver. So again, we're thinking about getting that lead and getting them to be ready to be a customer. That's the nurturing process in order. Responders are an amazing way to go about that. It's basically taking your offline sales funnel, taking those salesmen, putting it into text, putting into an email Siri's and getting the job done in a very automated, systemized way. And it's very easy to track and improve over time. So it's an excellent way to go about your marketing in your sales 24. Convert Leads into Customers: forgetting or just failing to make the ask is one of the greatest mistakes and sales. People will do everything to create a relationship, build a relationship, get going. And then when it's time to say, Hey, do you want to be a customer of ours? Do you want to become a client? Then people stop, and for whatever reason is a variety of reasons out there that they might stop it just it stops relationship from growing and continuing. And of course, it doesn't generate revenue. So we're going to talk about making the ask. And, in other words, we're converting leads and to customers. Let's go 1st 3 fundamentals that will talk about number one, of course, making the ask that comes down to your sales pages and calls the action to strengthening the ESC, making it something where people aren't just going to consider. But they're really going to say, All right, let's go, Let's do this. That comes down to guarantees, testimonials and case studies, and we want to make the process as smooth as possible. So we'll talk about integrating your CRM system. So first we want to leverage sales pages, these air basically landing pages specific to that one process of converting a lead into a customer of really making the sale for you, everything is focused on a single call to action that called action being Start working with us. No, it doesn't explicitly have to be something where you're lying people up into a shopping cart for them to buy something from you. But it does have to move the relationship forward, so they're not just a lead, and they're not just getting educated, but they're taking the next step. For example, this sales page really might be just a way for people to, um, have a buying entry level product to begin that customer relationship or to just set up a meeting with you and get on the phone, get in person, getting your office, whatever it is. But you want to keep that Ah, business growing. And you could only do that if you have customers. So sales page is very important to growing. Second is your call to action, and it needs to be something really compelling. So they're six steps to making sure you call to action is compelling. First, you wanna be concise, be right to the point. Be very specific about what you want in the benefit to the individual involved in this. You want to stand out visually. I mentioned this before. Ah, you want a contrast with the rest of the page so it jumps out. If it's awaiting blue website, Bright orange might work well. They already wannabe action oriented. So again, don't just leave it to a button that says Submit, but speak to you the specific action on the specific result that the person completing that form on your website is going to get. Make sure you match it to the other pages in this process. So you call to action your landing page. That should all, um, make sense with the wholesalers. Funnel. You don't want it to look like it's another company altogether. Um, it's not say you can't very designed to any degree, but you want it to make sense. So if someone lands at the sales page from a link that says that they're gonna get a certain benefit, don't make this page speak two completely different benefits altogether. You wanted to flow with your whole message. Whatever that called action is you don't want it to be something where people get interrupted the prices and say, Well, wait, this seemed more like I was just going to get, um, free demo will be able to speak with someone. And now all of a sudden, right, when I'm ready to go, they're saying I've got to put up a couple $100 to, you know, do anything here. So make sure it flows with the whole message, Um, and finally speak to emotional wants and needs. You know, your ideal customer profile really comes in handy because it helps you in each step here. But you especially want to figure out what motivates these individuals, what desires, who they want. And how can I speak to that directly. And finally, here I want to say, make very brave guarantees. You want to be over the top. Yet within reason, for example, I know I've seen people all the time with, um, some very weak guarantees, you know, send it back, pay, shipping and handling, and then will take care of the order from there. You know, you got 30 days to be happy with it, and if you're not happy, then you can send it back and we'll give you a full refund. Um, other guarantees Where they basically saying, you know, we'll give you 50% back if you're not happy. Those are all pretty weak, if you ask me. You know, it matters on the specific situation, of course. But here I've seen people say, You know, I'll give you your full money back and I'll pay you an extra $1000 basically for wasting your time. That is an amazing guarantee. That's something where I know these people are being authentic with me. They know, um, they are actually speaking to something that I want and they're backing that up. They're not just saying buy from us, but they're saying buy from us because we know we will make you satisfied. And if we don't will pay you for wasting on time, that's a very powerful guarantee. In the very least, you should do a full money back guarantee and try to make it reasonable in the time frame that you offer that if it takes someone 30 days to figure out, you know, if we're really gonna like your product or not, don't give it in a 15 day guarantee. Um, Justin example. But keep that in mind. Guarantees are huge to actually converting people into new customize. Next. Think about testimonials. Testimonials really make us comfortable with making decisions. They let us see that other people have been happy with you and been involved in this process again. You want to be very concise about this. You want to be very specific. Talk to specific pains, different solutions in specific benefits. And again, you want to make this something where people are comfortable. So adding to comfort, you want to use a picture there. Not only does the testimony of stand out, but you see, it's a real person. It's not just something that you made up and to add to that realism aspect, you know, link to their website linked to the persons linked in page, whatever makes sense. But add that element so people can go and see that. OK, it's someone for real and finally leverage case studies. Case studies are very helpful if you pick the right clients, someone who really embodies this process of transformation that you're trying to do for other people as well, something where you can really get to the ah, the fundamental triggers that get someone to actually buy from you. The opportunity with case studies really comes down to asking the right questions. This is where that framework comes in. We're getting into the challenges. Before the client or customer was working with you, you get into the specifics of while the process of working with you with the client experience what they felt, how they, um, though of your process, basically and then finishing off with what the result was, What? How was life better after working with you and what was the most salient point where they were really happy with a certain benefit? Speak to that as well. And then just finally, is that case study meaning Make it something where, um, it looks great. If it's going to be directly on the sales page, just make sure that you know you're following some copyrighting principles where you have strong headlines. You help it, um, visually, be something very easy to read. And if you're not doing it on your site and you want as a pdf separately, limited to 1 to 2 pages and get it professionally styled, you don't want any big crazy design. But you do want it to look very friendly to the eyes. So finalize that Polish it up and you're ready to go. And finally, I mentioned CRM integration. So to make these final stages smooth, you do want to integrate with the CRM system. You want this because on when you converting someone into a customer now they're one of the most important people in your life. They are now paying you for service or a product, so you gotta take very good care of them. So if they're not in your CRM system already as a lead, you got to make sure that they're in here now and you go to make sure that that system is automated in process. So, um, you're tracking that they're becoming a new customer. And then whatever happens once they're a new customer is automatically handled by aired sales team. You serve a steam and so on. You can also check out zap your dot com for further automation. There's almost anything possible to, um to do these days. SOS Appier essentially links different APS up together. For example, maybe you have a CRM system end in email software system and you have some kind of software that helps you handling clients that have support issues. You can link those all together with each other, however you need to through something like zap ear. So your information is consistent all the way through, and having clean data is very important, so definitely think about that. So again, this basically comes down to three aspects. Make that ask. Actually ask someone to become a customer. Strengthen the ask. So again, this is guarantees, testimonials, case studies, things like that and Sierra, um, integration to make that process as smooth as possible. And that goes for both sides, you and the customer. 25. Learn, Invest, Set Benchmarks, The Big Moment, and Monitoring Progress: Hey, guys were almost at the end here. I just want to take a quick second again to thank you for taking this course. And if you have found it helpful and I'm hoping by now you have found a lot of value in it . I'll just ask you to jump over to the U to me course page and leave a review. It would be greatly appreciated by me, and it helps other students also actually be able to find this course and determine whether or not it's really a fit for them. So thank you for that. And now let's get right into it. None of this means anything unless you can execute. So that's what we're going to talk about now. If you really want to succeed, you go to get to work, go to get your hands dirty. And here here are a few things you gotta keep in mind to doing just that for three fundamentals. First, be ready for the execution of the project. We're going to talk a little bit about this in depth, so this is just a high level view, but you really got to be prepared for the project. If you want it to be successful. Second, get things moving forward. You don't have to start every little initiative, every major initiative all at once. Sometimes it's better to just get something going to really ah, start the whole process and get you moving forward. And third, very, very important monitor in measure. It's super important. One of the most important things in business, if you want to succeed, is measuring everything you do, knowing your numbers in improving them over time. So very important, very vital for your success. So this is the fourth step of our five step strategy, where you've looked at where we are today, where we want to be. We made a plan. I went through those forced up to the sales funnel, and now it's about execution. So first, think about what you need to invest in to get this done. What? What do you need to learn? What do you need to invest in the sense of having your team spent time on something? Have you team learning something new, having an outside consultant, freelance or agency? What have you come on in and help you up? Or maybe you need to hire someone new altogether for a certain certain aspect. Most likely, you can do it with your internal team, but there probably will be some aspects where you need outside advice from an expert. Or you might need to educate your team a bit, you know, might cost a few $100 to educate them well, but it could be a very worthwhile investment and quickly pay off. But here you want to look at your entire sales funnel that you crafted out. Get someone who knows how to create a sales funnel. Who knows how to create masterful headlines. Who knows how to develop a e book or white paper? What have you, um, whatever kind of offer you're putting together, someone who knows how to generate traffic in the way that makes the most sense for you, your business in your customers and get that all in order. Now think about what numbers you need to move you from A to Z or, in other words, from their current state to your ideal future state. This might have to do with the sales that you need. This might have to do with the increase in revenue conversion rates will definitely play a major role in this and a traffic increase. And those last two, you can look at its to say, Well, right now I have 100 traffic and I have 10% conversion rate, and that leaves me with so many new customers from there, you can say, Well, if I double traffic and I keep the same conversion rate that I know have 20 customers, you could also say it's easier for me to double my conversion rate instead of the traffic. So let me just keep the 100 people coming to my website now for traffic and let me try to make that conversion rate into 20%. So that's just an example of how you can look at this. But punch the numbers a little bit and figure out what your goals are going forward. And if you think back to when he spoke about milestones, that's where this might be coming into play. Now we have to start the campaign. We're gonna get going here. And what is that about? Well, first, you gotta outline all your different marketing methods chosen, you know, in the last step, when we were planning our sales funnel. We had four different stages with at least four different aspects there to get going on. So right now, keep it high level. Just say, Well, we know for generating traffic. We're gonna do some pay per click AdWords campaigns and we're going to invest a bit Ah, search engine optimization. Then we also know that we have to develop lead magnet offers and get the the second step there of capturing leads in order. And then we want to sit up in order, responder. So we need that done as well. So you just keep these basically very simple, but you got to keep them on the top of your mind. Keep them salient in your mind Now deciding a prior to prioritization order. So considered the aspect of how long did it take for something to get set up and get started, For example, you can probably start search engine optimization today, and it's not going to really give you great results for a couple of months. Possibly so. That's something you can start getting in order now. Um, another example would be the lead magnet offer. Let's say it's an e book. You still go to write that e book, you gotta edit it. You gotta get it designed. And you got to get that all in order before you can offer it, whereas actually creating the form itself that's a little bit faster of a process. So first step is get the e book topic and get that all figured out. So just a note. Decide on prioritization Now, assign responsibility for each area, assuming it's not all on your shoulders. And I hope it isn't. But, you know, figure out, um, who is going to be responsible for each different, Ah, set of activities and assign that to these people, Make sure that they know what they're specifically involved with and responsible for. And even if you're going to go ahead and hire someone to help you with different aspects, you know, put the point person for that aspect, um, listed there. So if you have a CEO, you gonna hire an S e o firm to take care of that for you? But, um, your marketing director Bob is gonna do that. According to all that, just put Bob Dash S e o firm. Something simple again. We want to be high level with this. We also want to set deadlines. So again we set priority on different things. We want to set deadlines as well. We don't want to get started on something and then get completely distracted by it. And have all these different things get done at different times so nothing can really get started. So set deadlines for when you want each area done, and then the entire project will be ready at hopefully, um, one specific time. But again, you can get started earlier if you need to on different aspects. Now, get to work. Start implementing this in the most important thing that you can do is test test test again . I spoke about it before You got to know your numbers. You gotta improve it over time and testing. That's exactly what you can do. So test everything that you can that makes sense. But always make sure that you test only one element at the time. Just a side note. If you have two different landing pages and the headline is different, the offer is different. The form itself is different in the benefits you talk about are different on each page. Then you have no clue what element is helping you, So invest in I'm you know what you need to get done for this project. Know your numbers and get your campaign going now on the no, We just had a boat. Testing Google analytics will be tremendously helpful to you. You should have it set up by now. If you don't make sure that's a top priority, get it going, get it ready and start tracking your analytics on your website. Find someone who really knows what they're doing with that so that you're not just figuring out, you know, the traffic that you get, but you're figuring out what you're really moving the needle. What's really moving needle. What is making an effect on your business? Also, email marketing analytics aren't very helpful. Common ones are open rate. How many people open your email click rate when people actually click on something and then click to open rate. Very important. If you want to do anything from auto responders to actual email marketing, we're sending out something like a newsletter each month. It's something that allows you to improve over time and again track our people even opening this if they're not. Maybe it's the subject line that's off. Are people actually clicking on this? If not maybe, you know, they just don't see the benefit to whatever we're offering them. This helps you improve over time as well. In the email aspect. Next on your website, there's a bunch different tools that you can use the test one great one, our heat maps. And they're an awesome tool that lets you see where on your website people are most clicking on different aspects and where their attention goes essentially and use a heat map just like any infrared radar type of map you would ever see. And it helps you see, like the red areas are where people are really driving their attention, and then the later areas. The blues are that cold spots where people are just not directing their attention. And that's something that can help you figure out order. People are really interested in when they hit my website. And, of course, record keeping is still vital. Remember a couple lessons back? I mentioned keeping records of different marketing activities. Ah, the conversion rates, the revenue generated in someone now that we're putting it into action Now that we're executing on this, it's more important than ever for us to see what did what the results were looking for, you know, is it leads generating and generated. Is it sales made? Is it? Ah, certain conversion rate changes? And how do each activity? How does each activity perform in those different aspects? Whatever Ah, that activity is trying to fulfill. So that's it here, execution time. Get it done. And if you have any questions at this point, feel free to reach out to me. Also again, my email is David at primal d m dot com. We can reach me at David at david J Bradley dot com, and I would be happy to help you. 26. A Recap and Review: We're getting close to the end here. I want to offer you a little something extra. If you don't know about my book already, it's 220 page guide to developing a digital strategy, much like what you'll find here to best seller. With 4.9 out of five stars and over 60 reviews. I'd be happy to send your free copy of the book digitally, but I would just ask you to leave a review on this course. It really means a lot to me to hear feedback from students and to spread the lessons as far as I can. You don't need to go crazy just one or two sentences if you, ah, like to the course. And if there's anything that you feel is missing, let me know that as well. And of course, you can always re joke to me at David at primal e m dot com. I really hope this is an amazing experience for you and really helps transform your business. So please let me know if there's anything else I can do to help you in that journey. Now we're almost at the end here. Like I said, so we Ah, we want to just make sure that we end things the right way, and that's what this is going to be a boat. Now, here are three fundamentals for the end. First, you gotta end at the right time and will take a second to talk about timing in just a moment. Second, you gotta review what worked and what didn't you know That's the most important aspect. Like I said before, you've gotta constantly monitor and measure everything you dio. You've got to keep no over the data. You got to know all your numbers and you got to see the changes that happen over time. There would consider what you might adjust in the future, you know? Ah, you see what worked and what didn't know You go to really take some action on that. So with the deadline, I would suggest that you set a deadline for 3 to 6 months from now, and this is when your first campaign ends. This is when maybe ah, you don't have anything on going to really think of it as a campaign. But let's say that I, regardless of if you're doing paper, click advertising or if you're doing, Ah, a short term campaign over Facebook. Or if you're doing a new sales funnel where you have a lead magnet offer implemented, you're trying to drive traffic to it, capture leads, nurture those leads with an auto responder and convert them in the end with the sales page . Let's say you have that all set up now. It's pretty difficult to say, You know, when do we look at it again? And that's why I want this deadline to be set up for you. It could be anything that you want, but I believe 3 to 6 months, likely closer to six months. You really need to sit down and say, All right, what did we do? Um, what's been working for us, what hasn't and so on now, along the three or six or nine or 12 months here, you're going to be constantly monitoring the progress measuring to see what's working, what isn't and you're going to be adjusting. But this is more of, ah, a complete recap, as opposed to the ongoing improvements that you would do otherwise. So simply what worked for you, Where did you see the greatest return on investment? Think about your dollars spent in the dollars produced by different activities. What moves you closer to your ideal state now? What didn't work, what was exhaustive or just didn't deliver results? How how would you adjust? How would you adjust in the future? You know, is there something that seems to be going well, but you need to tweak something here or there. Does your tracking and analytics maybe give you some new insight? You should have a lot of information here to determine what's been working for you hasn't in the very least, you should be performing way better than you ever have before, so it's only looking up, but you always want to get better and better. So when something isn't performing that well, you have to make the decision. Do you stop it or do you tweak it? But don't keep going if it's costing you money, and there's other methods that you conduct down on instead are new methods to test out. So in this recap and review, just consider these different options 27. Calculating ROI on Social Media: Let's talk about social media and calculating a return on investment through it. I get this question a lot from a lot of people, so I want to make sure I address it. And hopefully you did some social media. Just so this point is relevant for you. But I'm sure at some point in your business or social media will be relevant. So here is just a quick overview of how you determine a return or maybe a lack of her return in such a difficult area to actually calculate something. So the fundamentals come down to just three things. First, you got to set your goals. What do you want to accomplish here? What do you want to get done? What vision do you set out? And how does social media fit into that vision? Figure that I would be very specific. Be smart about it. Think specifically brought smart girls, make him specific, make a measurable making attainable and tie that all into your strategy. But make it specific to the social media platforms you're on. And on that note, choose the right platform. Think about who your target audiences know. Your ideal customer inside and out figure out where they go for social media and where they are most engaged. And that's where you should be so known. Your ideal customer again is extremely important hair, and that will set the tone for a successful or unsuccessful social media strategy. Finally, you gotta track, review and improve. So tracking is possible in different ways on social media, and there's dozens and dozens of tools you can find out there as well. But most platforms have some form of tracking built into them, then constantly review, You know, each week you should just make some notes of difference, different changes and you're following and what might have made that happen. And each month you want to review in a more comprehensive way what's worked over the weeks , what hasn't seemed to work and what new initiatives you might be putting into place and then just constantly improved. So what is return on investment here? Well, you have the benefits minus investments, all divided by investment again times 100. That gives you the return on investment and, uh, your rate on social media. So benefits taken to account different things, and you kind of got to, um If you want a real financial number here, you have to assume certain things. Assume there's a certain I'm benefit financially to having traffic or leads. Are your customers customer service spraining s CEO All of that. If you're able to convert someone specifically on social media than perfect, it's easy to see. But there must be some value to gaining traffic or getting leads in your business through social media. And there must be some value in the S E o benefits and branding. So you gotta make some Ah, you got to make it up to some degree. There isn't really a strict way to determine return on those things. You can try some calculations off. Well, this much traffic should lead into this many leads and that main leads will turn into this many customers. And you could do all that. But honestly, it may not be worth it. If you are interested in something more specific like that, reach out to me directly and we can talk a little bit further. But again, um, you need to be a little bit lenient on this. Investment is a little bit more direct. You have time and you should have, ah, dollar amount on your time, what it's worth to you. You have energy to the same degree, especially when you take into consideration opportunity, cost. And then, of course, you know the investment of dollars and that might be in advertising. It might be in tools that you use for social media, but consider that as well. 28. Lessons Learned and What's Next: almost at the end here. Now for those that didn't leave a review, thanks so much for everyone else. No worries. But if I can be helpful to you, if there's anything that you feel like missed out on or didn't touch on that you're interested in hearing about, just reach out to me directly again. David at primal d m dot com So now that we're just about at the end, what's the big idea? Well, there's a turn to learn here. There's a lot that goes into developing and executing a strategy, and it's really important to make sure it all sinks in. And if it does, that means you can improve it next time. So think about the professional lessons here. Think about how you started at nothing. You gave ah overview of what you're doing right now for your marketing. You collected your thoughts into what your vision is for the company. What the goals are that will lead you to that vision in what milestones will lead you to those goals. And after you did that, you connected the dots to create a plan to make your vision and your goals actually happen and beyond that you did something that most people, unfortunately don't get, too. That's execution, making it happen, setting deadlines, setting responsibilities in putting the plan together in moving it into motion. And, of course, you re capped, you reviewed. You look for improvements and you kept building your business beyond from there. Now also think about the personal lessons from this. What have you gained as an individual? I know when I was first, getting into strategy patients was a big thing for me. And finding that right speed between getting started on things and really taking time to thoughtfully put a plan together really made me struggle. And so patients was something that I was able to develop but also the acumen behind execution that, like I said, a lot of people struggle with, and getting things started is one of the most difficult aspects. So think about what that's done for you as an individual. And so what's next? Well, let's talk about what's next. Now that you developed and executed, executed a strategy. It's time to start over. Head back to the beginning. Lesson one. You can review the digital sales funnel aspects if you need to improve your expertise there . But otherwise just look at what are you doing right now? Today. Now that you implemented the strategy, where are your different initiatives? What is your sales funnel look like? And what results are you receiving now? Where do you want to be again? We're going to look at your vision. You were going to look at the goals to get you to your vision, and we're going to build out a couple of milestones for those goals. And then we build a plan again. We're in a better position today, but we have bigger dreams. We have a bigger vision and goals, and now we need a new plan to get there. But don't worry. It's much easier the second time around, and it will be the time after that And the time after that. You know the process. You've got it done. You have a plan in front of you already that's been proven to work for you. So the second time around won't be so bad. In fact, you're probably going to enjoy it as a short bonus lesson here. I wanted to share with you the 80 20 rule revisited and reapplied so just to remind you, Peredo principle. It's also known as. But it's basically that 20% of your input leads to 80% of your output, So 20% of what you do gives you 80% of your results. Now, where did we see that? With this strategy, with the marketing results, you've received what 20% of initiatives gave you 80% of the results. How can this help you focus in the near future? Efforts from these insights when you confined that 20% that's giving you 80% of your results. It really helps you focus and double down on what's working for you, while figuring out what might not be working as well as it might appear in other aspects and where you might want to experiment and maybe introduced new methods. So use 80 20 in your business. Get your numbers, figure out where your results are coming from and go from there. Good luck 29. BONUS: A Copywriting Crash Course: If there was one skill to hone in business, become a master at it, this would be it copyrighting. It's an art form, and it's an art form that anyone can benefit from, whether you're doing something in your personal life or your professional life. And if you haven't invested time yet to learn about copyrighting, now is the time to do it here. Three mandatory copy laws. First, you need to always speak to the audience. Great copyrighting connects with the reader and speaks directly to them. You know they're wants desires and needs. You have them in mind. And, you know, we've discussed this to some degree, wrote this process of creating a strategy. That's why we created ideal customer profiles. But and copy. I just want to reiterate that is the most important thing You've got to connect, and you've got to make them want to keep reading. Second, keep it simple but powerful. So I want to say this because there's so many people out there that, you know, maybe you went through college recently and you still have that academia, um, mindset built into you where you have to write this big pile of fluff that doesn't really mean anything. But you put some fancy words in there In the real world that doesn't actually work, it's actually far more powerful to write simply. There are tests out there that can grader writing. And they basically say, um, you know how, uh, how high ever grade to someone have to be in to read what you're writing, You know, what grade do they have to be in in, ah, school? So in this aspect, um, there was a study done where a very simple study, actually. But someone had taken a couple of college essays, and they put them into the system to judge. And the ratings were around grade 16. 17. The lowest one might been a 14 of 15 or something along those lines. And when we're talking about that, we're talking about into college reading level. Now we took some master full pieces of copyrighting and put them into the systems as well, and the result was a rating of grade level four and five and six. You know, fifth graders are able to read this copy and it's amazing. Copy. Where is the other? The college essay? It was awful. No one would want to read it. Keep that in mind, because when you can write in a very concise and simple way, you can really do some powerful things. Third and most importantly, just never stop learning. Copyrighting isn't something where you pick up a book one day you read it and you're done. You've got to really get very good at it and stick with it. Um, I'll always have it in your mind. It's kind of like a mindset to some degree, but it's also a skill, so you have to refine over time, and we're gonna talk about it more in depth now. So, like I said, copyrighting is an art form and it's the art of communication. So here are a couple guiding principles to help you as your alright. Writing your copy. First off Edit Leader The worst thing you can do is stop every time you have a typo or grammatical error and go back and fix it. The best thing is just to put everything out there, empty your mind of every word in there, put it all on the paper. Afterwards, you can go back. You can remove parts altogether. You can reorganize things. You can fix your spelling and grammar mistakes in dual that, but I have to say, this is something I struggle with tremendously, but it's very important to good copyrighting. Second, you got to know your ideal customers. I won't get into this too much because we've talked about it plenty. But it's very important, of course, next, each sentence is interesting. There's something that grabs the reader's attention, the rule of copyrighting, as said by many copywriters out there nowadays. Actually, um, you know, the first thing you want to accomplish with your copy is to get someone's attention, to have them read the first line, and the goal of the first line of copy is to have them read the second line. The goal of the second line of copy is to have them read the third line and so on and so on . You get the point, but it's essentially just saying every sentence needs to pull people in and make them want to keep reading. Now you also want to speak to benefits of what you offer. This is something we've talked about quite a bit before. You can look at benefits in the sense of financial strategic personal, and we'll talk about this more as well in the neural marketing lesson. But I just wanted to remind you again go to speak about benefits. Also include proof of those benefits, testimonials and case studies of great ways to show that you have actually provided these benefits to people before and that the reader can trust you on what you're saying and finally take breaks. This is very similar to, and it later we were talking about the process of sitting down to write copy. But taking breaks is extremely helpful. That's when you have the breakthrough moments. It's kind of like, you know, were you ever in the shower and then you just have this amazing idea all of a sudden. But maybe earlier that day you were trying to figure out how you're gonna overcome a problem or come up with the air next opportunity, and nothing was coming to mind. Then, randomly, while you took a break, took your shower. Then the perfect idea comes in your mind. The same happens with cooperating. So take a day off, take two days off, come back to the same piece of copy that you're working on and you'll see it only gets better, not the words. You right are also very important. I mean, this is copyrighting after all, So some guidelines their first think about emotions. You goto speak to people on a very personal level. They're humans. They have emotions and feelings that you really need to cater to in order to sway them, to make decisions. Whether that decision is to buy something from you or if it's just to keep on reading. Also, you want to use some white space and short paragraphs these air formatting kind of things. So you want to make some space between the different paragraphs that you have different sections and keep things very short? Both sentences and paragraphs should be very short. You don't want long paragraphs like you'd seen a book use headings and subheadings. You should be able to use headings where not only grabbing attention. But if someone just skims the headings, maybe a couple of subheadings they would know what you're talking about in that copy without reading every single word. So you want a significant amount of headings and subheadings. They basically there to guide the reader long and always be clear and concise again. You want to use short sentences, you don't want any fluff in there, and you want it to be very effective in what you say. And I found a very helpful way to go about. This is using Hemingway app. You go to Hemingway app dot com, and it's a way for you to write more like Ernest Hemingway, where it's very concise and to the point it helps you point spot the areas that you might need to revise and go back to. So do bookmark that and use it in your future copyrighting activities now, Like I said before, never stop learning. So I listed just a short on amount of books here, and by no means is a comprehensive, and it might not be your top five, but it's five very important ones that have been well known by people in the copyrighting community. The one I started with was advertising secrets of the Written Word by Joseph Sugarman. Extremely good book. You can probably find it on the Internet. A couple places I know on Amazon. It's listed right now for 100 and $20 or so. Um, But however you find it, it's an excellent read, Um, as well as breakthrough advertising. That was, I believe, the second book that I read, and all of these are extremely helpful. But there's one activity that I also find very helpful. So you might want to just grab some swipe files. And these are basically cooperating work that's been done by the pros, and it's been proven to work. And these can be things from years and years ago. A lot of direct response, cooperating ads from the eighties and so on. They are still on the Internet for you. Look up swiped files, copyrighting swipe files. You'll find some of the best ones out there and just take them and rewrite them by hand. Don't sit at the computer and type them out. Do them by hand and just spend 30 minutes each day in the morning. Doing this for a month at the end of that month. You will be so much better in your writing because as you write, you basically see how they connect different sentences together. How they communicate their message and it kind of becomes ingrained within you. So that's probably the number one activity. If you want to get good at copyrighting that I recommend and I highly recommend you focus some time I'm learning about copyrighting. 30. BONUS: Practical, Simplified Neuromarketing: as an extra bonus. I wanted to share something with you that I find fascinating, and it's one of those things that I'd call the future of all marketing. And that's no remarketing. Now, don't worry. You don't really need to know a ton about in our science for this, um, other than that, it has to do with a scientific approach of looking at your brain. And obviously we use that in a marketing context, but really known the basic concepts and that this technology is growing in sophistication and practicality is what you need to know. Let's get into the basic concepts now because it can make you much more influential in personal and professional life. So here we have the three fundamentals and just really just did three different, uh, pieces of our human brain. So number one, we have our old brain, which is over 400 million years old. It's going way back, and we usually hear of this. Called the reptilian brain. It's the core brain that we share with other creatures as well as that name implies, and it takes care of those same basic functions that primal behaviors and reactions that keep us safe. Our middle brain is a bit newer. It's home to where we have emotions and feelings in these more advanced aspects that humans have, Um, and some animals do not. So this differentiates us, and it's part of the brain where we usually think about targeting with marketing. It's basically the part that you usually try to influence. You know, you try toe, pull it some strings to get to the emotional aspect of someone. And this is where we try to influence that middle brain so the old brain makes a decision. The old brain is the decision maker here. Our new brain is the logical brain. It's very process data and think logically for situations. It's also known as the neocortex. This is where you know we can try to give features of our product and try to use that to communicate our message. But that's very far from our old brain, which makes decisions. Instead, we can focus on emotions and the triggers to actually making decisions, which means things that we do that can communicate directly to the old brain. So let's show you a couple of options there, and these are just a short list of some potential ways you can target specific to the old brain when you're doing your marketing. So you want to use a lot of pictures. The old rain. We actually reacts to pictures more so than words. You want to use things that really commentate the message that you're trying to put across and communicate very specifically the emotions. You want to bring up the point you want to make, So use pictures in whatever it is that you dio also use storytelling and use it well. Storytelling is not easy. You can take an entire course on that and you probably should, um because it is extremely powerful in many different ways, but in no marketing itself, it's is very useful if you can do it the right way. You know, we've been storytelling, um, since before modern man, really? And it's something that really connects with our old brain so we can use that you can use stark contrast to make a point. You know, if you give too options or present to ideas and they're kind of similar, you're gonna basically look at it and be like, Well, so what? But if you do something in stark contrast, and you show how different one thing is to the next. Now we see the difference in it really sticks out to us, and it makes it easier to say while there is something really unique here and you know I can't pass up that offer, I gotta look into this more What have you. You also want to communicate with emotion and passion again. This is really kind of the middle brain focus hair, but it's the aspect that we want to move away from the logical, feature based kind of talk into the emotion based kind of talk where we talk about benefits that someone might personally have from using our product or engaging with our service or whatever it is. So communicate with emotion, passion in mind. Communicate with that middle brain so it can influence the old brain and to make a decision . Now, you also want to communicate to the old brain by giving testimonials and case studies, and these basically delivered proof of what you can deliver. It reinforces the old brain, so it's no knows that it's safe with this. This decision in that there's less risk involved because of these testimonials in these case studies to show that you can get the job done, whatever that job is that you're trying to, ah, get done for this individual prospect. So in your marketing testimonials in case studies again, it's not just, um, something nice to talk about in your strategy, but it's also tied into, ah, neuroscience. So it's a very important piece. That's why you mentioned it earlier on in the course. And with all this, you always want to use the word you you is what focuses attention on the reader or the listener. The prospect, as opposed to being sent, kind of self centred and focused on the company itself instead. So use the word you and speak to that prospect. If you want something a little bit more in depth in this but still practical I would recommend nor marketing. It's a book by Christoph Mormon, and it's an excellent resource. If you really want to look more into this rising methodology of no marketing and I would highly recommend it, it's it's not overly technical, and it is applicable to what you're doing and marketing. So it's a good way to look at things in a different aspect, so highly recommend that 31. Final Review: Hey, guys, we're just about at the end here, and we're just gonna bring everything together, wrap it all up and you'll be on your way. You guys are the experts now. You know what it takes, and the two components that it really comes down to, if you want to be successful, is a strategy into digital sales funnel. If I had to pick three main things we talked about here, it's the five step process for creating a strategy. How that can line up for you and your success. What you're different visions and goals that you set for yourself. It's how to set up a proper sales funnel that works with online marketing specifically, and it's how to identify and connect with your ideal clients. That's really key to getting any marketing right and maximizing your potential. 32. Course Conclusion: thanks so much for taking your time to invest in this course. I really means a lot to me. I hope that as a result, you have a strategy for your business now so that you can get more, leads clients and cash into your business. If you did find it helpful and is helping you move along, please share that with others. Just leave a quick review on you to me. Just sign into the platform on the course. Page wrote a review. Let people know what it helps you with specifically, and that's how we can really get more people involved in doing digital marketing the right way. So I'd really appreciate that. And please connect with me. Reach out. You could go over to primal the m dot com, and we can connect there. That what you can ask me any questions that you might have or see some of the other material that we have up there. Thanks again, great work, and I look forward to hearing about your successes