Learn how to find where your customers are and give them what they want with effective paid traffic
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- You need to pay to play
- To grow you need to grow quickly so you need to efficiently use paid traffic
- Started in sales
- Understands delivering a value-based sales pitch
- Worked for Google on the AdWords team
- So many people lose money with Google
- 3.5 years ago he went out on his own
- Managed $5 million directly of his own spend
- Managed another $25 million for clients
- Over 5,000 students on AdSkills
- Smaller companies have a better chance of getting ads right because you can move quickly
- Educate yourself and get going
- Think about the offer
- Understand where your customers are, i.e. "The Network Funnel"
- Eugene Schwartz "Breakthrough Advertising"
- Pro-Persona, i.e. the Angel Customers, will help your company grow because they love you
- Know who you don't want to sell to, i.e. Demon Customers
- You can't serve everyone (not everyone is an Angel)
- Figure out how to exclude the Demon Customers in your ads
- Find out where your Angel Customers hang out
- Interview them
- Find their Heaven
- Find their Hell
- Keyword research
- SEM Rush
- Google Trends
- YouTube
- "The Marketer's Guide To Finding Customers Online" and name your price
- You have to build a foundation to be successful
- "Traffic Traps" is where you need to start. Find the 7 areas you're losing money.
- Commit
- Have proper expectations
- Your offer is not your product
- Make it a great deal
- It needs to be understood
- You don't need just a good video, you need a good ad
- Facebook charges at 3 and 10 seconds
- YouTube only charges for 30 seconds of viewing
- He spends about $3/day on YouTube for his AdSkills
- Grew from 500 to 1,100 Subscribers
- This can be overwhelming
- Create an offer
- Put blinders on your racehorse and focus
- Read "The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results"
- Learn how to sell first
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You don't have a traffic problem. You have a conversion problem.
- Get educated. It has a huge ROI.
- Get 2 things going:
- Confidence
- Cashflow
- Start with your current community and get them to buy more or buy for the first time
- Retargeting
- Offer what they first considered
- Offer complimentary solutions
- Do a 30-day campaign and spend $100
- "Mention this ad and get 10% off" so you can track its effectiveness
- If it works then add to it
- If it doesn't work then adjust and re-launch
- People are on YouTube for two reasons
- To be entertained
- To be educated
- Do an isolation experiment with your YouTube ads
- Three days
- Narrow the time frame—maybe two hours
- Soda Stream made a new brand to test it
- You can measure with Google Analytics down to this level
- Once you have something people want then you focus on tracking
- Email is getting tougher
- Deliverability is down
- But try timing your retargeting to match your email sequence
- Email is here to stay, you just need to understand how to leverage it with paid traffic
- "Tracking 101" is "Analytics Explained"
- Tracking is a habit
Links Mentioned In The Sales Podcast