First up, you want to Ad maximum value to your Ads. By that I mean giving away free information that will be extremely useful and thus valuable to your audience.
You can do that in the form of a video in your Ads teaching something, or just put the teachings into text on the Ad. Or, you can direct people to a webpage where they can download a free guide, blog or something like that.
By adding value, you’re immediately creating a following of people that like you and love how you help them. In the short term this may seem like you’re giving and receiving nothing, and that is more or less true.
But the true advantage of doing this is you’ll a more engaged following, so when you come to try to sell them something they’re much more likely to buy!
When running Ads there are two metrics you need to keep out for: Reach (or views) and Clicks.
The more Reach you get the more Clicks you’ll get and better results due to the compound effect. And the best way of maximising your Reach is having eye catching Media.
You have the choice of Images or Videos on your Ads, and they’re so important. Imagine if you were scrolling through your Newsfeed on Facebook — you’ll going past your friends posts, pages you follow, and Ads from multiple businesses.
What will make you stop and pay attention to one of them? Eye Catching Images or Videos will do that with your Ads — so test many different ones and find out which gets you the best Reach!
3. Call To Action
Ad Clicks is the other metric you need to keep an eye on. You can get a thousand views on your Ad, but if you don’ t get any clicks you’ve wasted your money.
There are 6 total things that influence somebody’s decision to click (stay tuned for a future post on each of these in detail), and one of these is your Call To Action.
Your Call To Action comes largely from your Text — You need to use your text to persuade the reader to click your Ad and take you up on what you’re offering.
So as like Images & Videos at 2. you want to test many different texts, with different Call To Actions to see which gets you the best clicks!
4. Organic Exposure
As you know with Facebook Ads you’re paying to run the Ads. But what if I told you that there are ways of getting free traffic onto your Ads?
This is achievable by creating Engagement on your Ads. Engagement includes things like comments, likes and shares. The more of this you get, the more people will see your Ads organically, through friends who have engaged with them.
So you need to inspire and encourage engagement with your Ads. Do this by adding maximum value as mentioned at 1. and then literally asking for comments, opinions etc on what you’ve posted.
This works the same for non-value Ads too. If you’re offering something so irresistible, viewers will link their friends and family to the Ad if they think it would benefit them too. Remember, people hang around with people just like them, so if your offer is good for one, it’s good for many of their friends!
5. Be Precise
Facebook Ads offer many advantages compared to other paid Ads and other advertising tools in general. But the main advantage, and the main reason I just love it so darn much is it’s ability to target your ideal audience.
Through Ad Set options including Custom/Lookalike Audiences, Demographics and Interests, you can ensure that your Ads are only shown to the type of people who will be most interested in you and what you’re offering.
You don’t have to waste a penny/dollar on advertising to the wrong people ever again. So make sure you configure your Ad Sets to do this. Advertising to 10,000 targeted people is better than advertising to 1,000,000 people who are not targeted.
Plus, if you test many different Ad Sets and measure the results, finding out which get you the best results — you can compound the effect to get even better results.
It’s just an amazing way to run adverts. And even better, it’s good for Facebook users too. Nobody likes to be advertised to about services they will never have an interest in or never have shown an interest in.
Be precise and you’ll get outstanding results.
The 3 Sources Of Traffic
Today I want to go over the 3 sources of traffic that you’ll ever have to drive into your Marketing such as websites, funnels and offers. In any business you want to aim to get traffic from all 3 sources and as you’ll soon learn, each source actually supports the others.
Source 1 — Organic
Organic traffic is any traffic that you get organically or naturally, without having to pay for it. There are tonnes of examples but some of the biggest include:
- People visiting your website from a search on Google
- Coming across your Facebook page via search or a recommendation from a friend/family
- Any other social media search
- Footfall outside of your physical store
The best part of this source of traffic is because it’s FREE. However there are a few obstacles that may stand in your way of this traffic source bringing you lots of traffic:
- It’s inherently slow and you don’t have much impact on how much traffic you get and when.
- You can’t rely on it to generate X traffic every day as it varies so much.
- It relies on having a strong brand and following in place already — once you have that, organic traffic will slowly snowball.
- New and small businesses will find it very hard to get much organic traffic for a long time.
As you can see to truly benefit from organic traffic you already need good brand awareness and following. So how do you get these if you’re just starting out?
Source 2 — Paid
This is where paid traffic comes in. Paid, as the name suggests, is traffic whereby you have to pay for it! Examples include:
- Facebook Ads (my fave!)
- Google Ads
- Other social media Ads including Youtube, Linkedin etc
- Affiliates — paying others to promote you
Obviously the downside to paid traffic is you have to pay for it! However it outweighs all of the problems you’d get with organic traffic.
- It’s faster to get traffic if you pay for it.
- Once your paid traffic methods are well optimised, it can generate a consistent amount of traffic every day.
- You don’t need existing brand awareness or a following to start running.
- New and small businesses can start RIGHT NOW.
Paid traffic is definitely key for new startups, but it’s also key to any busy that relies on getting steady, consistent traffic. Overtime organic traffic can definitely contribute, but paid traffic will remain top dog.
That is, until…
Source 3 — Your database/list
Your database or list as some people prefer to call it is all of the people who have submitted their info to you on your website, ads etc via either Organic or Paid traffic.
This has some beautiful advantages:
- Once you’ve acquired somebody’s data you are able to promote to them as much as you ethically can.
- You’ve already done the hard yards and in many cases paid for it — now you can reep the benefits forever.
- The traffic will be of higher quality because they’ve submitted their details.
However, it also has a few downsides:
- It relies on getting traffic to your stuff first, and then having a good enough offer or freebie for people to submit their details for.
- It takes a long time to build up a significant list, although can be boosted with increases in paid traffic.
So as you can see — it’s an amazing long term source of traffic that will only keep getting better. But in the short term, you have to rely on organic & paid.
Which source of traffic should you use?
There’s definitely arguments that every business should use all types, and I do that myself. However there are some you want to focus more on than others, depending on your new business.
Focus on paid traffic supported slowly by organic — once you have a database of 1,000+ you can start utilising that.
Established Small And Medium Sized Businesses
Organic and your existing database should be more effective — however long term you can’t rely on this, and should keep some paid traffic going.
Big Business, Big Brand
You will be able to run entirely on organic traffic and your database as that should be massive. However, you always want to keep a trickle of paid ads to make sure your band doesn’t fade out.
4-Fast Track Marketing Temptations You Need To Avoid
Today I want to cover 4 ways you could potentially fast track your marketing and most importantly, why you should avoid the temptation to do so!
Each one may seem like a great way of deciding what you should and shouldn’t do in your marketing. This can refer to every form from emails, direct mail, events, paid ads, social media, blogs, the works.
And it’s true to say, each of these 4 temptations do have certain advantages which I’ll also cover. But most importantly, it has very significant disadvantages you should not ignore!
What data do you already have?
First up, without knowing you have unintentionally gathered a large amount of marketing data over time. For example, your CRM and email campaign software should have stats on every email you’ve ever sent, how many opened it etc and also where each of your databases contacts came from, their lead source etc. The data could go a long way towards you finding out what you should and shouldn’t do.
You already have a lot of data across lots of different marketing methods, with a lot of different variants.
A lot of this data is outdated. Your audience may have grown weary of your marketing methods e.g. email, and their preferences may have shifted entirely. This would make the data unreliable.
Viewing and analysing your competitor’s marketing gives you an insight into what they are doing.
If your competitor is doing marketing in a certain way e.g. emails at a certain time, with a certain format etc, they likely have good evidence that it works.
Your competitor could easily be testing and optimising their marketing too — which means they cannot be used as a basis of what works or what doesn’t. Plus, no audience and no market is unlimited. If you start copying what your competitors do, and you share at least some contacts, they will wonder why you’re copying somebody who is clearly better.
Other good examples — not your industry
Viewing and analysing other companies, in particular, large successful ones, even if they’re not in your industry — may yield a good indication of what you should do.
If a company is doing well, it’s largely down to their marketing — so what marketing they’re doing must be working.
Their industry is not your industry, their audience is not yours. You cannot possibly use their examples as a basis of any concrete, reliable data for what will and will not work for your unique target audience.
Survey your audience
Last but not least, this is the by far the best fast-track option available. But is it worth doing?
You can hear from the horse’s mouth exactly when they want to see or read emails, for example, and how often they’d like them, and what the content is. And that data is up to date.
You haven’t optimised your marketing yet, and the chances are you will try to survey your audience via marketing methods you want feedback on such as emails. So you will get a small sample of results. Better than nothing perhaps, but also consider that you can’t possibly please everybody, and you can’t ask them everything you need to know, i.e., what is your favourite colour? What colour do you prefer your call to action button? Etc.
To reiterate and conclude, avoid these temptation methods of fast-tracking like the plague!
What Type of Webinar Works Best?
Live or pre-recorded — both have pros and cons
Webinars have been a major marketing tool for the last decade. In order for somebody on your database to qualify as a lead, they need to take certain actions that determine that they’re interested in you and what you do. Without that, they’re just one more person on your database of people who just aren’t worth the time to call and try to sell to. It takes a long time to turn somebody brand new to your database into a qualified lead.
A popular method of determining whether somebody is a lead or not is if they attend your event — a seminar, a networking event, etc. The fact that they took time out of their day to attend is a clear sign that they’re interested in you, and thus that they’re a lead.
While events are still a great way of doing this, other ways of achieving this have come about in recent years, thanks to the internet and other technology advances.
Webinars have become a great way of separating those who aren’t interested in you from those that are, as webinars require a degree of commitment to attend and watch.
In the meantime, we’ll be focusing on webinars today. But before we’ll get started, for those of you who aren’t entirely sure about what webinars are, here’s a quick description.
What Are Webinars?
Webinars are presentations that are given to one or more people, much like at seminars or training — but are not actually in person. They run entirely on the internet, and the host can be sitting at their home or office running it, while people all over the world can tune in and watch.
This may sound like just watching a video, but they’re much more than that. Webinars are designed specifically for interaction. Viewers can ask questions to the host and interact with their fellow viewers. They can answer polls, click links, and in many cases make a purchase or commitment for a product that is being promoted.
Webinars can have many formats, but the typical format used the most because it is the most successful is:
- 30 to 90 minutes long.
- First 2/3 of the webinar is typically free valuable education — with this, there are a number of problems that are addressed that the viewers can identify with.
- The final 1/3 usually covers a sale of a product or service, as well as a Q/A — the product or service offered usually ties in with the problems that the viewers previously identified with, and should be presented as a solution to the problems.
Anybody can run a webinar, and there are many different software providers out there — some of the top-performing ones are GoTo Webinar, WebinarJam, and Click Funnels (which does so much more than just webinars). My personal favorite is GoTo, as it’s reliable and cost-effective.
Once you have webinar software, you only need something like Microsoft Powerpoint (or for you Apple users out there, Keynote) to build and then play through the presentations like you would normally in person.
Without further ado, let’s dive in deeper to both Live and Pre-Recorded webinars, starting with Live.
What Are Live Webinars?
Live webinars are exactly that — they happen live and are instantly transmitted to the audience. They require a host to always be there to start, run and close the webinar.
Live — pros
- Live webinars allow you to be able to keep up with the times, the recent news, and anything that impacts your industry, and add that to each webinar. This keeps them constantly up to date, which can often aid your presentation.
- Live webinars are great practice for presenting not just webinars but anything in general, and for testing, measuring and optimizing them over the long term.
Live — cons
- Live webinars require a host to have to take time presenting it every time you want to run the same webinar at an average of 90–120 minutes per webinar, which can really add up if you do a lot of them (which by the way, you definitely should!).
- More technical glitches can happen with the software or webinar when it is live, although you’re able to react and fix it because you or the host are there on-hand.
What Are Pre-Recorded Webinars?
Pre-recorded webinars are… well, pre-recorded! That means that they were originally recorded live, and then saved like any other video. BUT, they’re more special than a mere video on YouTube. Pre-records allow all of the functionality of a live webinar, such as interaction, polls, etc.
- With pre-records, you only have to record once and then you can keep re-using it (providing it is a good quality recording with no errors or anything out of date, etc. This saves you several hours per webinar!
- All of the popular webinar software such as GoTo allows the running of pre-records in a way that makes them seem like they’re live — with automated polls, Q/A, etc.
- With the right training and practice, the host can, well, host the webinar in a way that makes it not seem pre-recorded in the past. If they avoid things like date stamps, mentioning something that happened yesterday, things like that — then the audience will not know any difference between a live or pre-recorded webinar.
- Pre-records allow the usage of On-demand webinars. On-demand is basically an off-branch of pre-records. They allow you to run advertisements promoting a webinar happening literally now, and to have anybody who clicks the ad to go to a pre-record which they luckily were able to get on before it starts. This allows the trickle of constant and consistent leads.
Pre-record — cons
- It may take a few times to record and perfect a usable pre-record, especially in terms of avoiding date stamps and anything that identifies the webinar as outdated. This can be a tricky skill to master, and it only takes one slip to corrupt a live webinar and make it unusable as a pre-record.
- While it’s difficult to identify a pre-record, your regular audiences and those on your database may start to realize you’re using pre-recorded webinars if you invite them often — although that shouldn’t matter too much to them, as people tend to understand technology better these days and how certain marketing works. For example, when somebody receives an email with their name in it, they no longer think it was written by hand specifically for them, and are aware that it’s an automated process that plucks out their name from the sender’s database.
- Are you planning on changing/updating the offer on your webinar? Or merely changing the price point? Well then, unfortunately, you’ll have to go back and do a live webinar with the updated information before running more pre-records, sorry!
- It’s easy to become complacent and run the same pre-record monthly, and expect nothing to go wrong. And if one time the software failures or there is a technical error, there is no host around to fix it, blowing the whole thing.
There is no absolute winner — both live and pre-records have their place.
Use live webinars for practicing presenting and selling, as well as for avoiding anything specific you can’t use for pre-records.
Then once you have a perfect recording, you can start using pre-records. BUT, only for a short while. You need to ensure your webinars are constantly getting optimized and have relevant up to date info on them. Otherwise, they’re of no use to your viewers taking their free time out to watch!
By combining the two, you can really create a powerful lead creation system. Having analyzed many well-known businesses and their webinars hosted by their founders, I believe the perfect system is this:
- Record a live webinar for the first time.
- Take the feedback from viewers as well as things you know you could do better to run it live again in about a months time.
- Do this one more time to perfect everything.
- Use that recording as a pre-record for the next 4–6 months, once a month. Depending on how up to date it needs to be and any changes to your offer.
- Then, run a live and updated version — try to improve on your best version last time to make it even better.
- Use that recording as a pre-record for the next 4–6 months, once a month. Depending on how up to date it needs to be and any changes to your offer.
- Then rinse and repeat this — you could easily run 4 different webinars a month using this system, and each can address a different problem and offer a different solution (your products)!
Again, this is just a rough system that I’ve seen many successful businesses do in both the UK and US, including one of my clients, and I think it works well. I am not really able to speak from personal experience as I have yet to enter the webinar arena just yet!
One Last Thing
Many businesses generate 99% of their leads from just webinars, so if you’re not even running one webinar a month, I suggest you get started as soon as possible!
They’re an amazing way of generating consistent, high-quality leads — and even if you don’t believe me, just look at what everybody else is doing. They wouldn’t be running webinars so often if they didn’t work for them. And they can, and will, work for you if you go and give them a try!