Transcripts
1. How To Create Marketing Proposals That Work: Hey, my name is Adrian Brambilla and I built a $1,000,000 marketing agency in just two years, doing all kinds of digital marketing services from building websites doing PPC, creating content s CEO. You name it. And in this course I'm gonna basically share everything I know about what it takes to create a successful proposal. And this is gonna work. No matter if you're a freelancer, if you're selling a website, if you're selling s yo content creation, any type of marketing service, I'm not only going to provide you the templates that I use, but also really examples of real prospects that I've had to deliver from basically being complete stranger creating proposal and in the result of that, So I'm actually breaking down. Everything is going behind the scenes of being 100% transparent at what actually works. It's been over five years since I started my agency, but it wasn't too long ago. I remember what it was like when I had zero clients and I was trying to knock on doors, was trying to send emails. I was cold, calling all the way to get to proposal, and it just wasn't working. I was struggling. I had the right information, I felt like, but I was losing out toe. Other competitors, I just knew, couldn't deliver the quality that I could. And that's when I finally figured out what it takes. And it's not what you think. And I'm super excited for you to dive into this course as we talked about all the different ways to create a premium proposal that's going to stand out amongst any other competition that you might be facing. By the end of this course, you won't just have the templates and the real life case of these examples, but you won't ever have to worry about looking around to see who else might be competing. You'll know with everything you'll learn how to create a premium top proposal. You
2. Proposal Strategy & Psychology: if your experience, you're going to relate to this with maybe a smirk on your face, If you have no experience at all and you haven't acquired any clients, that's OK. Listen up, because this is especially for you to understand the dynamics. Sometimes the politics and the interconnectivity between when you handed proposal on when you leave and what happens. See when you hand a Pdf document. This is what most agencies do. You hand them this piece of paper. I'm using sticky notes. But this piece of paper air, they take it and then unheated ears, basically with the list of the things we're gonna be doing for them. The problem with this is not what's actually on here. The decision makers are going to sit around the table in a room and analyze your proposal. Now you may have done the best proposal pitch in person on video or just describing what you do over email. But there's always someone in the room who isn't on board. There's always someone in the room who has a relationship with another person that does what you do. There's always someone who isn't up to speed with how things they should be in there still stuck in the past. I can go on. What I'm trying to say is that there's always hurdles they're gonna have to overcome. And the problem with this piece of paper is that any one of those people for you to call the negative ones because they're so far removed, they have their biases because they don't get it. Whatever those reasons, they're gonna take this and they're gonna turn this into their own words. They're gonna miss translate your services in order to truly just get to the point to say I don't think we should work with them. And it may not have to Usually has nothing to do with how good or bad this this proposal is . It could be again. Let's say, for example, this could be the best proposal they've ever seen. That person is gonna talk this down is gonna miss translate it. And the reason why I could come from a lot of things get stem from fear. Maybe they were the ones that actually slipped up. You might find something of theirs or make it better, and then they might look bad. There's so many things, right So this is why it's so important that you are control. You are in control of the narration of this story of this document right here. Because when you're not there to explain, to be the main narrator of how this is what this is and what it will do, you're gonna leave that to the people who are not on your side. And they're gonna tell the wrong story. The story is what? Sell these air. The fax. This is what you're going to do? Fax, tell stories, sell vax, tell stories, sell. And so what happens if you just hand them the fax, which is just the pdf. The document to print out of your services is you're gonna leave them to tell the story. I'm saying this even if you went there in person and delivered a presentation because as soon as you leave, all that just happened just went out the door. Now I'm gonna give you two tips. One if you ever do an in person always recorded because this is actually the premise of what this video is and the examples I'm gonna I'm gonna give to you that a really life prospect Examples that actually did end up closing for some of them were four figures, someone there were five. Figure up her month deals and what you need to do, and this might be a big challenge at first, but it's worth the money. If you want to build a six and seven figure agency, this is what you have to do in the in today's world. You have to create the narration of the facts and tell the story. And the best way to do that is through a video I never, ever send a Pdf that tells the services or the proposal. I always sent a video that goes with this PDF or prospects. I'm gonna put this in a little square now so that can represent that. Basically, Now this document right here is my proposal. But because it's in that box, that's the story that I am telling. This is the story that I'm telling. I'm being the main narrator, and that way, when all the decision makers in the room and they take out the proposal and my email I make this is explicitly clear, Please do not open this. PDF of review This proposal without first plane. That video to whoever is going to be looking at this. My video is the narration of why they need this. It explains how much it could potentially cost. It's gonna explain the context of the list of services of why it's important. And overall it's the value. I'm telling the story of the value because no one of them is going to do it better than I could do it. I try to make my videos professional, clean and simple to understand, because a lot of the times, especially in the marketing world, there's a lot of tech involved. Things change. It moves fast. If you don't accommodate the people who might be the people that are writing the checks and explain things in a way that they can understand, they're immediately going to write you off. So the video is super important. Always send a proposal with video, where you are the main narrator in this story. That way, at least you can say that they're going to fully understand, comprehend and see the value. So why you're the best person? Because they're hearing it through your words, any any of the people are gonna be making decision are hearing it from you and not the telephone game through the people in the organization that might go through a negative telephone that I really don't want to have. You work for them. So now you can check out a couple examples of what this looks like. So this is the theory now. These air actually really life examples. I'm excited to share them with. You. Basically ask clients if it's OK that I shared this information on, I hope you enjoy it. It's, I think, going to be one of the best ways for you to see it in practice. And, um also noted how much this prospect waas on each of these videos. You can kind of see the value all admits My agency is a premium agency. We only chase by figure clients now. But towards the beginning, you know, just like there's a saying, if if you're hungry, so you take and you eat as much as you can have whatever you can, you don't have a choice. Eventually, you get enough clients, and maybe at the beginning you're chasing like a $500 per month client or $1000 month client. You get enough of those and you start to realize, uh, this is kind of, uh, tedious. It's taking a lot of time. It's not worth the money. Then that's gonna get you enough motivation to go chase of 5000 per month, client of 10,000 and maybe even 30,000 which is where my agency is that today, without further do you enjoy.
3. 6 Figure Paid Advertising Proposal: Hey, fit, 36. My name is Adrian Brambilla, and I'm the chief digital strategist at You know, marketer, a multi disciplined firm of marketers and designers. We're so excited. Contributor proposal. You made this video company of the documents that we sent before I share some of the campaign who done for our clients have generated a massive return on their investment. I want to get one thing clear, a philosophy that I feel is being misconstrued across agencies all across the country. What is a lead of lead and our definition is someone that actually is gonna take out their wall to buy something or sign up to buy something at your store. Now it's crazy to me how Maney marketing companies are simply priding themselves on how many people they're sending to your website, how Maney likes they're getting on your Facebook page or how many impressions are happening on your ads. But the truth is, impressions likes and clicks none of those pay bills. None of those mean that you're gonna make money. I can send you a 1,000,000 impressions on your website. But if not one person of those takes out their wallet or fills out a form toe. One a request, an appointment, then it's all for nothing. As a lead generation marketing firm, our primary goal is to continue to bring an increased them on leads and qualify them on your website. On top of that, we want to make sure that how were acquiring the leads? The cost of doing that is continue to decrease. Now. There's tons of different ways that we can get leads online, whether using paid on Facebook on Google. But really, what it comes down to at the end of the day is which platforms is bring the best qualified leads at the lowest cost and doing it on a the site. We're missing out on some really key infrastructure specifically when it comes to segmenting users based on retargeting pools, let me explain when someone goes to your website and let's say they click on fitness and then personal trainer, we already know that they are interested on a level and turning into a lead and doing business with us. However, because we don't have any infrastructure were missing on all the opportunity to retarget that person. It's around 90% of even more of people who land on a website the first time actually don't convert. So typically we have to use retargeting to get them back on our website and get them to convert into a lead. Having the infrastructure would allow us to create a series of retargeting to get that person back on her website to convert. What's really cool about this is gonna be quite collaborative with franchise owners so they can figure out which type of promotions do best in their region. Let's say, for example, the very first week after someone visits this website or this page, they'll get an ad that's maybe just a straight call to action that is a discount. Or maybe it's a free week of a personal trainer. Let's say they still don't convert. Well, maybe the second ad that we target in a week to is gonna be a testimonial. And then maybe if that doesn't work, we didn't target them with 1/3 time in 1/4 time. The whole point of this is to figure out what ads, what promotions, what content work to get someone back on her website and convert to lead every single service were selling should have its own different retargeting pool because there's a different consumer behavior based on each one of these, and because we don't have that infrastructure right now, we're missing out a lot of opportunity, and it's actually give me more expensive to try to get leads at the beginning. As a general of thumb, the most expensive thing you can do online is to target cold traffic as a lead. For example, if we were to put up ads based on any time someone typed in strength training, this would be example of cold traffic. The most cost effective thing you can do is retarget. People have already been on your website whether they come from S CEO, maybe a radio ad or any traditional or your Facebook post. Having that ability to collect them and we target them is always the most cost effective thing to do. If we wanted to take it a step further, we could even create retargeting pools based on people who opt into a specific promotion or fill out a contact form or any other conversion that's on our website. So this is different from people who visit a page. It's actually called a conversion retargeting pool. We would take this data and then let's just say uploaded to Facebook, for example, where we could target people who have Onley, visited, specific, opt in offers or made it to the thank you page is we can do this across every single franchise to collect a nice aggregated data pool, just people who converted and then create lookalike audiences based off. That would be the best way for sure to put our ads into people where we know for a fact are most likely to convert. Sports Graphics is a company that makes the wall padding that you see an NFL stadiums in high school gymnasiums. They challenges to grow their high school market by using demographic targeting to be able to target superintendents, principals and directors. The Facebook campaign that we created for them has generated over a $1,000,000 worth of sales. Here's how we did it and doing keyword research, we discover that there was an increase in demand for high school branding. Acknowledging that video continues to be a better way for people to consume content. We turned a testimonial into an inspirational story of how having proper branding for your high school can transform everything from beyond the look to even the culture. Contrary to popular belief, long form content continues to be the best way to convert people into sales are video wasn't a 32nd video. It's 15 minutes long, and that is very long. However, it is worth watching for the right person. Using the amazing, demographic targeted Facebook, we were able to seek out the ideal customer sports graphics were looking for and hit them with a be tested, adds a be tasted messages, and then a be tested landing pays like the one you're seeing right now, with cost per click ranging from 30 cents a 60 cents. It was such a steal to pay just a few quarters to get the ideal customer onto a landing page like this. The whole goal of the landing page was toe have someone consume the content and get hooked by the story. If that happened, it was a sure shot that someone would download the branded guide. Notice that this content doesn't ask for the sail off the back. We actually are offering a free branding guide to a school probably worth about 2 $3000. It's proven that if you focus on delivering content and value first, the sales come pouring in later. So how effective is this page at converting a visitor into an opt in? Check this out in the last 30 days, with 1200 unique people were converting out of 4% rate equaling 51 opt ins. Keep in mind, this isn't a view this isn't like on Facebook pages. Is someone opting in, saying they like the value of the content and they want to learn more about your business. Now it's true. Someone can opt in and not turn into a lead, which is why I want to show you analytics. This data represents the amount of people who have filled out a request, a quote on a wall pad for a high school gymnasium since we started the campaign compared to the same time period before. As you'll notice, leads are up by 29%. Now when they get a lead, it's not a $10.100 dollar project. These air 20 to $30,000 projects. As every client wants to know, How much does something like this cost? Well, when you break down the amount of Leeds just for the last 30 days. Each one of these leads is costing sports graphics in between 50 and $60. That's Onley 50 $60 for the potential to close a 20 $30,000 lead. In a recent conversation with sports graphics, I found out that August 2016 was a record breaking month in all 28 years that they've been in business Student Choice, the $1,000,000,000 entity and one of the largest provider of student loans across the country. With over 250 credit unions, we partnered up to do manage marketing to best take advantage of summer, which is prime time for getting student loans. Just last month, we lost over 20 different credit union campaigns across Facebook and AdWords, all with the same goal to generate more student loan leads. This dashboard represents the second half of the campaign, compared to the first in the second. After the campaign, we were able to increase the amount of interactions or clicks by 260% and we did this by decreasing the cost per click at 20% and improving our overall ranking by 13%. Each campaign at over 10. Different adds a mix of display and text in each campaign. We had different substance of ad groups, which all were a be tested for optimal performance. In total of all Facebook and AdWords, we sent over 20,000 unique qualified people to the landing pages. But that's only half the battle. The more important part comes once they land on the landing pages that click Turning into a Customer. Each credit union received a positive r a y in the amount of lead generation that they came in. Some even making over 100 different leads for student loans. Throughout the campaigns, we created top level insights for student choice and then credit union specific campaign so they have a clear understanding of how the campaigns are performing. We're very transparent about the data and our campaigns. We actually created dashboards and Google analytics that each credit union could access at any point in time to check the status and performance of the campaigns. One of our references is actually one of the credit unions from student choice, the equivalent of a franchise e. We were able to get Craig at you mess over 50 applications for student loans in a recent conversation with You Mess. Most of the applications are still going through the sales funnel, but they've already been able to close over $20,000 worth of lending. And like most of the campaigns, we work with our whole entire goals that cash flow, the operation, financial institutions or some of the best companies. When it comes to understanding data. U Mass. For example, understands that even if we didn't bring a positive R Y amount of loan volume that was taken from our campaign, the customer lifetime value is immense. For example, after someone gets a student loan, there's a high probability that they're gonna move their entire account to the credit union . Years later, they may refinance their loan. It's literally a 30 year cycle on behalf. You know, marketer, I want to say Thanks for the opportunity. Submit our proposal for fit 36. Let us know if you have any questions, and we look forward to your feedback. Six
4. Proposal Template Walkthrough: As you dive through the rial examples of video proposals, you'll notice this template and how versatile it is the reason why I use this template whether I'm selling S e. M s CEO blogging basically any type of of marketing service. And this proposal still works with they will need to change a little bit of context, but because it premises off, uh, sales concept and funnel. And in my world, I think the language that I find that converts prospects that best is talking about marketing, as adds value. Just as when you think of sales, do you think of increase of business? So a lot of my language and I talk about marketing could be, uh, defined as sales. And I'll quickly show you that this theme across these videos, which air you're about to check out, even goes to my reporting. So this is I told you, these air riel examples This is a proposal, and then this is ah, after the fact report of of basically working and you'll notice even my reports stem off the foundation of value. Well, I've seen a lot of different marketing agencies reports and their reports. You start with like clicks and other KP eyes. But again, this is something I want you to really listen closely to clicks, impressions don't pay bills. What pays the bills are riel, conversions, goals, applications adding to cart buying, subscribing all riel, tangible actions. So this is a customised report for this client, and I make it clear from the first page what's very simple. Anyone can see this report Doesn't matter if their marketing outside of marketing right here. This answers the question of why they should continue to pay a five figure per month deal with us every single month. How many leads did we get these air? My conversion tracking that I set up, which clearly explains what those goals are, and you can see the percentage change. I'm very transparent. I want them to let them with them to know it. I want them to know. Are we doing a good job is stuffed down, you know, and the reasons for that and everything. We're currently have an active campaign on his up tremendously. Right now we're specifically this is a report coming off the back of a good month of credit card. And this right here is just excellent. Um, increase 100%. That's insane. So I'm gonna go back to the slide deck. I just wanted to share that. The theme of language is about value, and it stems from not just this slide deck, but even the reporting. Every single piece of conversation you have needs a stem from from a perspective that you are only even interested in working with them because you're going to add value. So the funnel, why I like to start with the funnel concept is because I think a lot of traditional websites, especially if you think about the home page. The reason why it's so chaotic and why websites don't convert is because they don't really know what a funnel is. So you'll notice that a lot of the pitch decks themes as you listen to them. They're really more of like a workshop. They're really more like education. In fact, there's usually not a hard sell in there at all, and it works. You get clients by educating, and if you do a good job, you'll never, ever feel like you're actually doing a pitch. You'll just feel that you're just talking about what you're an expert on. So this is a quick funnel example, and you're about to see this report a lot in the next couple videos. But the highlight, what I'm trying to understand and each one of these pages is basically no matter if you're doing graphic design, blogging content, any any type of source of traffic, I'm just waving above here because you can come from anywhere, right? Anywhere across the Internet or offline. It's gonna have to come to a landing page. You want to capture that lead, and then you want to get them to go through the entire funnel and convert, right? So I like to start my decks even if I'm doing of logo or graphic design on the premise that my work, no matter what I'm doing, is gonna help people either get to this landing page or my designs gonna help this landing page convert people for a lead or my graphic design. My optimization of my Facebook ads is gonna is gonna get them to that next step and convert right. Each one of these is basically an opportunity or problem for business. Um, right now, typically, I think a lot of businesses they already get traffic they have. They don't have a problem getting organic traffic unless it's a startup, right usually traffics there, but the problem they have is they haven't really outlined what happens to the traffic. How do you increase the conversion rate optimization of getting people through the funnel? So I always break it down with basically some marketing fundamentals. And if you're talking to the CEO, C F o C M O. You shouldn't assume that they understand a simple concept of a funnel because most people don't. So I'm walking them through each step of this bundle, and I'm talking about my marketing services and how they're gonna help capture that lead. Sometimes it's in this specific example of this slide deck. You're gonna see the real video of how I outlined it, how explained it directly to the client, and you'll notice I walked through everything, and I talk about all different types of range of service because this proposal is for funnel creation. However, if you do a good job of getting in the door and you indoctrinate them by continually providing value, guess what? This proposal is actually a lot more than just whatever it is they originally asked, Have you ever talked to a client or prospect in there? Like I need help with my Facebook And then you actually go to the Facebook and you learn, Whoa. Like your website so bad. Like, it doesn't matter what you do on Facebook like people are gonna convert on your website. And this is kind of kind of the philosophy that if you just come in and just teach them more than anyone else, has this this proposal. Although it says funnel proposal right here, it's a lot more than that because if I become their expert, if they need to do Facebook email any other thing online, I'm going to be the guy, um, for them. So I'm walking them through the spinal each each stage. I'm talking about my marketing services and how they get them to the goal. So before I get to this proposal or pitch sec usually through email through phone, or if I don't have any of those opportunities just by guessing, I'm trying to relate. What's the most important conversion? Gold? There's someplace on their website which increases their business and involves someone hitting a submit bun so I am going to be basically, uh, talking about this funnel in terms of what I believe is the most important goal I can talk about clicks. Anyone can talk about impressions and your your click the rate, but all that is a relevant right now. I'm just trying to establish that what I do, whatever it is I can do, whether it actually might be Facebook ads or increasingly click the rate, I'm trying to hit them home on an element of foundational business success, which is conversions. So, for example, if it's a gym that I'm going to talk about getting more people to say, I like a free trial hitting the submit button if it's a credit union, like in this example, is getting people to hit an application on the many things that they can. If it's an online retail store than getting people to hit the submit bun to buy and then lastly. So this is where you would add, if you, if possible, other landing page examples that you're gonna need to show examples that you you done research in the industry and in European and these air some that you can relate to that are maybe doing a good job. Or maybe you're sharing bad examples and how you just want to make it flip. And then I always end with basically and next steps. So again, this template. The point here is to basically create the authoritative figure that you're the expert, and this whole video pitch and proposal is to basically help them give them value, educate them and, of course, gets you in the door where you can start talking about how to put these plans together to help with their most important conversions.
5. PPC & SEM Proposal: Hey, team, all of media here wanted to a quick overview on how we're taking over Google ads. We appreciate your patience in the transition for us to get the assets and allows the proper time to do research on all the competitors in Las Vegas markets. So when we launch it at the ground running to get the maximum results in the most effective rate with your dollars from the ground up, here's one of the biggest difference is you're gonna notice on when we were on ads. It's one thing to get the right click right when someone types in cracks an attorney getting that click is a game that you're probably familiar with. You were getting clicks, but the most things that people don't understand what happens after that click. I think what we were just introduced very quickly is the concept of a funnel right now. In the ads that were running, you had very specific and broad terms going to the same landing page on, but we're gonna be driving and really be focusing on is nurturing those leads because when someone is searching for any of those qualified prospect of terms, that means money and it's not as simple as buying a pizza where they go to the landing page , you fill it out and then you close a lead. There's a process of nurturing that that wasn't being done. And so we're gonna focus a lot on that, Um, and then the other thing, I think you're gonna notices the landing pages, the copy, the content, the ads. Um, it's not something that we set up once, and then we see how it does a week later. It's in that we're making changes daily to, and that's not not just the ad but the landing page itself. Basically, every day we're spending, um, $502,000. That's a lot of data and a lot of spend where we can make decisions every day to constantly improve. Until you can say guys, I'm getting qualified leads and closing. It's doing great. So in the meantime, we have a very iterated process that's testing as well as we're trying to get the prospect of user, and we're driving them in with a simple form. Were up constantly optimizing and then this is a big piece that wasn't being done, is after the lead comes in making sure they're being nurtured, whether that's through email or the retargeting, when they go back on Facebook or on YouTube, especially when they're trying to look at other competitors making sure we're still in communication with them. Finally, to get you a qualified conversion to be clear when I say a B testing, it could be a simple as a headline to completely changing on the page. And the way that we're going to set the funnel is we don't have to bother you. Every single change that we need, we're basically gonna be making these changes on a daily basis. And the reason why is because we're confident we can get the click. Getting the conversion is the hardest part that Ah, a lot of marketers that run Google ads. They just care about clicks and traffic. But what pays bills is someone filling out the form, you calling them or emailing them and then saying, Yes, they want to work with you. So that's what the whole point of this testing that's being done after we get the qualified click, our emphasis on getting e mails and phone numbers. Of course, it's approved that we're bringing you business, but on top of that, it's it's nurturing that lead into into someone that says yes, I want to work with you. How you do that is through creating content for them. For example, when someone signs up says yes, I mentioned learning more to get my free consultation. There's a good chance that that they're not actually gonna pick up the phone. There's also a good chance that they may get the free consultation. They're still gonna shop around other people. Throughout that process, the missed opportunity was we weren't communicating with them on educating them on all the different aspects of this whole new world that now they're fully immersed in and they don't know anything about. So what things? What kind of documents do they need, what information they need, how to pick the right attorney? What if that information came from us versus the competitors? So that's gonna be one of the main things you'll see differently. And the technical turner we're gonna call days. It drips sequence. So most of our clients, we actually Seymour leads convert on the back end through a drip sequence of educating prospects that we do on the front and from the first click, the first form fill out on. That's the reality, and that has been being done. So in other words, there's been a lot of money that's been left on the table, which we're going to now start capturing from the nurturing process. Our whole goal is to get you qualified conversions because I know in your dashboard you had hundreds of conversion. But how many of them were actually qualified and right now, before that was impossible. Do that because it just went add landing page and then straight to you without any of this nurturing. Because the truth is our process should actually unqualified people as well on if they're not going to work with us. We don't want to waste their time anyway, So we want to nurture people in build trust, and then by the time they are on the phone with you, or do sending email there ready to go and they've already built a trust and some education about your brand. So we did a lot of homework. Thank you again for the patients of allowing us to really ah dive deep into the whole entire Las Vegas market. I think I personally filled out over 20 different funnels, pretending that I was a prospect to see what were they saying, reading their headlines, saying How fast they got back to me. And I think now, knowing what the level that everyone's at. So we're taking from the best. We're making it better. And then we obviously now know what what to avoid and how Google is ranking the top ads because we basically funnel Hacked is the term every single one person who's spending money on Google ads in Las Vegas market. So we're ready to go. Appreciate your patients and we look forward Toa now talking about how are leads air coming in, what are cost per lead is and then getting the good news from you and how they're closing.
6. Funnel & Infrastructure Proposal: Hey, could This is agent here, and I'm super excited to go over our proposal for 2019 from what our last conversation was about being a digital first credit union. And, um, we had some great success in 2018 so far. But what we're about to talk about is what's gonna take us to the next level weaken truly optimize and bring in Leeds Ah, from new prospect of members to increasing share of wallet. Um, and it's a very different strategy than I think. Ah, lot of websites, especially other cretins, are doing, but the ones that are doing it are showing dramatic results. So I think the very first thing I want to talk about that that's different. And, um, we covered some of this in our conversation is ah, websites. In terms of lead, generations are actually not the best place you want to send traffic to in the past, and we we've had results in the past for sending traffic to a landing page. So we're marketing to someone on our list and re marketing them to Upton for the new credit card. And then we're taking to a landing page, which is although at the best effort. It's still not optimized for Leeds. It's optimized as for someone to read or navigate from other pages on our website, So funnel a funnel is, is the way that you navigate a anyway. You dramatically increase conversions because of funnels, dedicates strictly for a specific gold. Just one goal website may have lots of different items on the menu, and it's kind of confusing in terms of when you're trying to get something specific accomplished. So the very a funnel think of like every single image, every single word every copy is is all made in theme of trying to accomplish that one goals . So what's really amazing about the Analects of years so you can take a look at the this? This chart is, each page of the funnel is going to be a way that we analyze data differently. So right now we go on Google Analytics and we're looking at bounce rate time on spent on page, and all these metrics were tryingto again. Almost Guess if our traffic is increasing over time and we're and we're getting leads. This is a lot more black and white. Well, no, from the very first page from the ad. Did they click on the add? Do they make it to the landing page where they get educated about, um, the lifestyle brand, um, of of our credit union and the products and services? And then did they click? Yes, I'd like to learn more and sign up today. And then do they make it to this next page where they capture an email? And then if they do capture an email, do they actually felt the application for him? And then do they actually close and convert and to actually have the transparency attract? This entire process is basically what the concept of the funnel is. And, um, right now, what we're doing is basically only this first stage. Right now we have all this great results. Just with this first stage, we sent traffic to landing page and they clicked a button to start. And that's all we've been able to report on. What this is is actually tracking the whole entire customer experience and journey through our efforts and capturing an email and get this in emails captured the very beginning and actually knowing if they actually felt the former struck the application. And if they don't having an email that's triggered out to say, Hey, we know you left out Um uh, Life gets busy, come back and vicious application. Here's five reasons why, and actually, when you actually have that infrastructure in a funnel, it is a game changer to do that so super excited toe have that. So there's kind of two phases of working out proposal, which you'll take a look after this video, and one is so first we have to build a funnel funnels for basically each product and service that we wanna try for. And so there's a new funnel for a mortgage loan that's a different funnel from a credit card that's different. Final from, um, a new membership. Ah, every single basically products services, a different funnels. We have toe build all this, and it's almost like building a many website for each one of these. But how it's, um it's adapted, so I know a lot of times when you build a website you will build a website and it will look the same and then three or five years later, it becomes outdated. So then you do another website redesign right Well, uh, you won't have to do that with with this. Si, every single day are funnel is going to be tested. So each one of these stages is basically in a B test and are funnels constantly improving. So after it's built Ah, that's almost just the beginning. Then it our work because into do we test a long form page. Ah, that is copied, driven and testimonial driven and work and work. And we're comparing that to a short form page it maybe it's just a video and a call to action. And we're trying to test each one of these and were able to know basically on every single week, uh, how which one's performing better and how to improve upon it and so that that work, I think, is the face to work. So after these funnels air built, what is the work that's gonna really help the bottom line an A B testing everything from the copy. The landing pages is something. We're doing it on an ongoing basis, and then we're making a just adjustment so our funnel will start. It will be launched it, But it could be a month later that it's completely different, just based on on data. And and all the decisions were making all have a direct bottom line. Um, effect. Because if where if our landing pages converting a 2% and weaken weaken make adjustments and a B testing it to 5% that means out of 100 people that come to this landing page, we're having five applications filled out. This is just too so very, very powerful stuff. Um, I think one thing this is this is probably ah, biggest miss opportunity right now is we're driving. Qualified traffic are for a friend. Campaign has taken off this year. And we're getting all this. All this traffic that's coming in and we're not capturing emails. And so one of the first things of Funnel is going to be able to do is capture the email in a way that doesn't seem spammy. And then that email there's basically a piece of code in our funnel that is gonna track the activity, the actions or the non actions that that user takes. So then, ah, we can basically create a Siris of if and then sequences. If the user makes it to the third page then we want to send them this follow up email. If the user completes, then we want to send this email. If the user does not move anywhere, then we want to send them this email, right? So we create all this infrastructure that is actually track to the email. The way we're able to do that is again two things. One, we capture the email of front and to with our technology, where we're able to track the activity on. Basically, it's like it's like having another analytics code that sits on our website. That isn't line that tracks the user via email on their activity and the cookies that connect for when they visit our through our funnel. So amazing, powerful technology. And, um, and what's funny is we've been really good so far. It's sending just front and traffic. But where the true ah moneymaking power is and lead generation power is in the back and through capturing leads and through fall of e mails and sequences. And you know one thing I didn't put on this slide, uh, toe overwhelmed, but, um messenger, Facebook messenger, that same technologies in theirs. If they're logging on Facebook, we can say, Do you opt in on Facebook? And if they leave Ah, the same thing. We could send him an email. We could also send them a Facebook message straight from our page. So right now, messengers is hot, people are open the open around. That's like 90% right now. So we're always going to use the best tack, the best messenger platforms to try to get people toe complete the funnel because we know that affects bottom line. Um, and that's what we're about. So the application form. So one thing that we want to do is there's there's always gonna be some, uh, forms that that, for security reasons, are always gonna be on third party sites. But, um, there are things we can do to track as much things as possible. Ah, from From tried to capture as much information as we can on our site, that's secure. Ah, And then when we do have to send them over, um, make making the phone calls and negotiating with those third party vendors to get our our tuck on there. And if not, it's not something in the world because of the funnel is gonna be able to track so much more information that we're not tracking at the current moment. So but the ideal scenario is tohave Ah, the entire application that sits on our funnel. And we already took a look at some that we would be able to do an integrate, um, which we've already back tested and just from looking at our current website. So I think when we talk about conversions, um, a lot of the times that could be construed other marketing firms. Sometimes they call just getting a clicker conversion. So, as we know, for the record, our conversion is basically be when someone makes it through this whole funnel and submits it, and then that data is gonna be a We also wanna get our data on the close rates. So if we send 100 applications filled out, how many of those end up closing? And then if we're talking about mortgage loans, what's the average loan value? Because once we have all that numbers ah ah, in our back end week, we can actually put a really awesome r a y on everything we dio and no, we want to be powerful to know that every $500 you spend it. It was the equivalent of receiving, you know, 10 20 $50,000 worth of loan loan value. So that's the whole that's That's the Holy Grail if we get to that point and the funnels is going to be the way we do that. So I wanted to take some screenshots of, uh, you know, are there people in the industry that are creating funnels, not landing pages, but pure, dedicated funnels of for paid traffic? And there are So this was just one example of, um, to get to this funnel is it is marketed via a very qualified Facebook ad and or search engine ECM mad. And so this this is an example of funnel. You don't see a menu on this page. Ah, you don't see anything else except for the checking account, which is ver bridge that match from the ad. And then when they click on it, one of the first things they do is in capture that those personal details, uh, from for him. So I don't I'm just using this as an example. I was gonna be so much better, but, uh, just to know that there are people who are already utilizing funnels. Chase doesn't. I think. Ah, much better job. Look, look out clean. This is it. It's you literally have two options and all the language. All the Burbage. And it's this page is about lifestyle is, um, all about deciding which credit card you should come from again. And how you how users get here, they don't. They're not coming from the home page of Chase. You can only see this page of your targeted eso, whether you're looking for a credit card that matched their profile or um, you you match one of the personas in their targeting via certain social media. It's the same thing dedicated funnel. And then that goes into then the next steps of the forms. And, um, we looked at the tracking and they're tracking actually all these steps so their their companies are working on finals. That is definitely the future. Here's another one. This is a funnel. Wells Fargo, and all this is is a paid at ah, funnel page eso There are companies doing it and we want to do to me. No. And we know it works. We have credit IANS are doing it and they're just crushing. I'm talking about conversion rates in the 20 to 30 percentile. That's that's insane. So I think the next steps here Teoh review the proposal, which talk about the this new type of marketing efforts, which is creating the funnels for every single product and service and then also the ongoing management work of it, and then to continue. What we've we've been doing in build upon What, uh, the services were doing it of increasing are ramping up for SCM and then also, ah, generating Facebook leads as well. I think Facebook's in to be big in 2019 especially if we have these funnels on will be able to put Iowa on every single thing we do. So, um, the specific next steps. If all that sounds good for plans between 19 is and then we can we can kind of do, um, if we don't do it all once, let's start with just picking one product service and then coming up with that that funnel coming out the first a B test, integrating the forms, obviously getting approval, getting the infrastructure, creating our ads and then launching and then you know, um, if it's one of those things where because this is such a big endeavor, you know, we would love the opportunity to just try and create a funnel for just one and then let you know, let us prove that this is gonna work with that. And if we could If we bring the value and show the r a y, we would love to have that be the biggest selling factor into doing and saying stuff for, um all of L. A See you. So Ah, that's kind of Ah, wrap up of a proposal. Let me know if you have any questions and I I really look forward. Teoh, 2019. And we've appreciated working with you thus far. And it's been It's been, ah, blast, and it's just the beginning.
7. The Point Of A Proprosal: the entire point of creating a proposal is just to get you so you can sit down in the room across the table from the decision makers. Now you can imagine I get emails, even I e mails as a marketing agency from India and Bangladesh and countless amount of agencies that just spam people. So if I'm getting as a marketer like people aren't even taking the time to toe understand that they're trying to sell me s CEO and PPC Services, you can only imagine how much quantity of spam emails they're getting. So you have to separate from the crowd. And when they actually open up your email to actually get something that is unique, different and adds value from every step in interaction in this lesson, instead of just telling you what to dio, I'm going to lead by example again and actually get you really proposals that I've sent in these specific proposals to have sent a lot. Not all of them work, but these ones have got me in the door from complete. Basically strangers. We were just online interactions basically through linked in and this proposal, the way was laid out with a video overview. I think that's key. I'll tell you, why is how I got in the door when you hand someone a pdf proposal or even male in a proposal and outlined scope of work, whatever you wanna call it, Eventually it gets to room if it gets to the room we had. The marketing agency are the marketing owner you have, maybe internal marketing staff. You have the CEO. Maybe they're CFO small business and might just be a mom and pop shop decision makers. But regardless, there's always someone in the room that doesn't want to make the leap of faith with you. Maybe you got Maybe you've been chatting with one point of contact. We have to remember, especially a lot of businesses. One person usually doesn't get entire say has to be unanimous decision or maybe not unanimous, but majority rules decision, no matter how perfect your document is, pristine detail or into whatever someone will take it, and then they'll interpret what your proposal is about. Oh, that's not really what we need. The pit. They'll take it out of contact. So they say, Oh, well, if the price is you know this much, why don't we just cross off these things? And we only get you know, this small portion with the promise results that they're that they're saying and then we'll see if we can knock down the price, right? So when is always gonna rip out your proposal doesn't matter how good it is. And the reason is because you're not there to explain it. If you just send a name of Rosell Scovell work you do, just based on the fact that most people are skeptics and most people don't trust you. So that's why I always even if it's a current client, I always send. If I'm asking for more money from asking for any type of money, I will always always create a video overview that details and talks about each step of the proposal or an overview of it. And the reason why I do this because I'm the narrator, I'm in control. I can explain that everything works in conjunction that you can't just pick apart little pieces. I am the one that explained the value of each thing. And that way, if I'm in control of the story that all they have to do is make a decision. The last thing I want is all the prospecting and work to go that I put my time in to get to the point where I'm I'm ready and they say, Yes, we won a proposal. And then for them to not understand or have my plan derailed by someone who's just out of fear or out of uncertainty, or just doubt it ruins the actual business plan, a strategy to have that couldn't make a positive impact. So for that reason, I'll always be the narrator. Always want to tell the story on a lot of times, it's best into that video, and then you might get an opportunity to in person, which is even better. So in this lessons, I'm actually going to give you real examples of that video. Walk through those got me in the door on multiple occasions, and, um, I hope you enjoy. I hope you learn from it again. Take away. You can copy and paste this strategy, or you can make your own. The point is, we're being transparent and give you all the information that helps out succeeds in our intellectual property, and we hope that you can take that and make it better be better than than us s. I hope you enjoy
8. Walkthrough Of Prospect Website: Hey, Carol, it's Adrian here. Just wanted to a video overview of some of the findings that I have after taking a look at story to. And then maybe this video conserve as a reference tool for what I think is just my honest opinion of wear story to at before you take on any paid strategies to try to scale or do any type of performance based marketing. I briefly touched up on this point and on the phone, But, um, you know, one of the first things we look at when you're trying to do performance based marketing or basically just hold your marketing accountable every dollar you spend carrying out what you're getting in return is you have to have the infrastructure. And so there's technical infrastructure, and there's also the back end type of marketing on. That's where the true power of Lee Generation comes in. So I Mrs quickly on the phone. But there's no Facebook pixel, and the gravity of that is huge because it means the difference between wasting a lot of money. Once you start running ads on, then also leveraging the data that you get again every single page on here is a portion of data that can be collected via this Facebook pics. Also on Google and YouTube, they have similar technologies, and then the most important data is that people who hop on this page and hit the buy now button that's all different types of data that you can collect. Um, and it's super super important. Without it, Um, I would I wouldn't recommend you move forward at all. And even if you install today, I still wouldn't recommend you run any type of paid ads because you have to wait for that data to accumulate. Now here's some other I would say the bigger issues that have come across here. So I went in an analytics. One of the first things I want to see is how effective the website is that is converting and conversion. Tracking is not even set up. So I went sometimes of conversion tracking down so that you can hop on over to events and these are other type of metrics on, like how many people had to cart and and none of this is set up. And, um, it's without this. You're just going to be shooting in the dark. It'll just be putting out marketing. You'll have no way toe to know where the leads come from or what your attrition rate is or conversion rates your return on ad. Spend all these metrics. You have to have all this infrastructure set up, and it's actually quite a bit of work. Late work in the beginning that would need to be set up. Um, and that's without even seeing any type of dollar. We just need to build a solid home base. So one quick example. The power of this is if someone, let's say, someone goes into the pricing and then they hit the monthly plan, Um, I want to opt in and maybe even right here They leave. Right? So they were interested. Checked out the prices, is checked out the prices, and actually, it's taken one step further. Let's say they had to buy now. Buttons. So now, uh, they know that the price was in that range a lot of pain. 1999. But what about all the people that leave here? You have to make sure you have the infrastructure to know who that person is. Trigger an email response. Retargeting. Make sure they when they go on YouTube or Facebook, we're hitting them with a you know, a two week segment. Stories of maybe videos, testimonials, photos, any type of post. We're trying to get them back on here because we're know they're really interested. That's the low hanging fruit of every single website, and the people who drop out of the conversion funnel all the other pages on the website. The whole goal is to get them through that funnel. But this is all infrastructure that this site does not have. And so I would not recommend running any traffic and to you take care of the back end of the site and again just want to make it clear there's a lot of work to dio when you go into hub spot, so I just want toe break down. Just talk about here. The conversions that it has so says your total conversion rates 12% 33%. I just want to make this clear that what house what does? It's only taking page views for that specific page of your website has a less than 1/2 percent conversion rate. How to do that manually? Um, because you don't have a conversion tracking. So this website is not built to convert. At this point in time, there's so much work has to be done. And I think from the ground stages honestly of making pages are built to convert and then having that back end infrastructure retargeting and creating sequences and leveraging your emails, Um, as well. And I wanted to just kind of give that perspective because I think a lot of people, when you're looking at a marketing firm, they'll say, Yes, we'll do your marketing in the start running traffic. But if you care about your conversion rate and the customer lifetime value and there's being more conscious of your dollar spent, you really got to take care of home based first. So I think that's where things are at. If I was to put a price point to this, I think for sure there's at least $5000 worth of work just to get the infrastructure set up on Guy Don't know again. I have no idea what your budget is at this point time, but there is a ton of infrastructure to be set up. A lot of work on Ben, just kind of fine tuning what a funnel is, what what we want to start with. Um, I think no matter if you decide to work with someone else at this point, um, that's that's totally fine. You know, take this video as a reference, but I would caution any any marketing firm who's gonna just want to say, yes, we'll market you will create your Facebook as this week are Google ads or whatever type of ads because, um, they're not looking at the whole ecosystem of your website. And right now, it's not just about front and traffic, it's about the whole economy of it, so let me know if you have any questions.
Adrian Brambila, Best Selling Author & Entrepreur
