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Marketing Breakdown
Let’s play the nerdy version of Would you rather.
Would you rather let more quantity of lease or much fewer quality leads?
For clarifications purposes, we’re going to use WordStream’s suggestion of using the BANT formula:
Budget: Can the prospect afford your products/services Authority
: Are they the ultimate decision-maker for the purchase?
Need: What is the need they’re looking to alleviate?
Does it align with those of your long-time customers? Time: How urgently do they need this need met?
The goal is to get more quality leads for less cost, and an ad copy will play a central role in achieving this. So there are 4 strategies to use for better PPC conversions.
1. Are you talkin’ to me??
Be clear who you’re ‘talking to’ and be afraid to let them know that they may not be the customer you are looking for. For example, if you had a product aimed specifically at small businesses, make it clear. Something along the lines of ‘perfect for businesses with less than 30 employees.
2. Take advantage of the price extension
This is particularly useful if the price is often a popular reason for losing leads. Getting higher conversions from your ads may be great, but your cost to convert them can be extremely high if pricing is an issue. So instead, opt to use the price extension with some pricing/package info for higher quality leads who are already aware of your price points.
3. Focus on high intent and not higher volume
If you’re using a Lead Gen form on Facebook or Google, set your target to focus on higher intent instead of higher volume.
Keep in mind that almost 60% of the info put in lead forms is false information, but with Facebook & Google’s autofill, it is more likely you will get their correct info.
Cost per lead for both platforms will most likely increase, but so should the quality of leads (less is more?).
Going back to the autofill, that only solves one part of the equation (hopefully accurate information), but adding 1 or more fields can help increase the quality, too.
Add an additional question (at least 1) to lead forms on any platform you use.
Marketing News
Google is getting smartererererer....
And that’s good news for us humans.
There are a few new useful features eCom marketers would be interested in:
Custom shipping speed & Smart bidding.
Faster shipping always wins more conversions but be late once, and you’re looking at a bad review. So to help combat this, your Merchant Center will now have a few different ways to calculate shipping.
- Google is adding more partners for you to be able to authorize and link your partner to historical order tracking signals. This isn’t necessarily new for partners such as ShipHero, ShipStation, CedCommerce and a few more. You can expect more partners to be added in the coming months.
- You will be able to add more details for your services in the U.S., such as ship from location and carriers (FedEx, UPS & USPS). Using this info, Google will be able to generate better shopping estimate times.
Hungry, Hungry AI.
Feed the beast = better output- think of Google’s AI as your pet. You now have the option to upload your first-party transaction data, and in exchange, you will get better advertising results. The aim is to get you more sales, so this data is aimed to optimize your Shopping and Search campaign conversion.
Creating systems to automate your business
Your understanding of systems is distorted
Too many of you are getting systems mixed up with tasks and tasks mixed up with SOP’s
Here’s a thread on how to create actual systems that will help you automate massive parts of your business while never comprising quality
Preface
Systems are my favourite part about business
I mean, what is better to see as a business owner than your operations being as smooth as butter and you being able to scale
Today’s thread will breakdown my systems structure
Systems will allow you to execute on strategies quicker - We all have great ideas but the ones that are living in the 1% know how to take the strategy and create action steps for it - Understanding systems will allow you to do this
1/ When to use systems
As humans we only have so many decisions we can make in a day.
Once depleted we will have to rest for it to recharge again - so why would we waste our limited daily supply on tasks that should have already been automated?
Systems allow us to define big goals we want to reach and help us reach them without compromising on quality. We can automate the recurring objectives.
They will also be an integral part of your hiring process - We never want to hire without knowing the exact roles and responsibilities that the individual is in charge of.
The easiest way to hire? Define which system you want them to take over.
2/ The parts of a systems
A system is broken down into 3 parts
A. The sequential overall functions - The system
B. The tasks to help us complete each overall function - The Tasks
C. Secret sauce to help us complete the tasks to the highest degree - The SOP’s (standard operating procedures)
Let’s break each of these down with examples
3/ Part 1: The System
For the next 3 parts let’s use an EMAIL MARKETING AGENCY as an example.
Here are a few systems we will need.
> Creating email flows
> Creating email campaigns
> Prospecting processes - cold email outreach
> Prospecting processes - Twitter outreach
> Lead generation setup
> Optimizing flows
Each of these is overall objective that need to be met - to meet the objective there are specific functions that must be done in sequential order
Let’s look at creating email flows as an example
Objective: Setup email flows
Functions of systems
> Define logic + structure of the flow
> Create content for each email of the flow
> Design each email of the flow
> Get content draft & designs reviewed by project lead
> Share with client to get approval
> Make any changes
> Draft entire flow on klaviyo
> Review all conditions
> Review all content & designs
> Make flow live
4/ Part 2: The Tasks
Now think about it, all those functions of the system (steps of the system) aren’t as easy as they look
This is where the “tasks” come into play
All of the steps from the system above have individual tasks that need to be done to help you reach that specific function
It’s confusing but stay with me as we do an example
Let’s look at each step
A. Define logic + structure of the flow
How do we do this?
> Understand which flow we are creating
> Breakdown other winning flows we created in similar niches
> Draw out the flow on a mind map with all its triggers + conditions
> Draw out the objective of each email in the flow on the same mind map
B. Create content for each email of the flow
> Study their old winning content + branding
> Study winning inspirations for content
> Write content for each email based on the objectives from above
> Put all content through grammarly to review
Do you see the trend?
All we are doing here is creating tasks that are dummy proof to help us reach a specific step of the system
5/ Part 3: The SOP’s
The SOP’s are your secret sauce - the truth is anyone can create the systems and tasks, it’s the sauce (SOP’s) that make you unique.
SOP’s (standard operating procedures) are checklists, cheat sheets, swipe files, etc that you can use to produce even higher quality work
Because let’s face it, it doesn’t matter if you systems are smooth, if the quality isn’t there, no one will care
If you think about Spongebob here, the System was the process of creating the Krabby patty, the tasks were cutting up the lettuce, tomatoes, etc
And the SOP’s are your Krabby Patty formula.
If we look at the examples above - not every single function/step of a system needs an SOP
But the few that do would be
> Inspirations for content
> Inspirations for designs
Examples of these would be swipe files and documents of winning content
6/ Conclusion
Systems and tasks help you automate work efficiently
SOP’s are your secret sauce to completing the work with high quality
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