Category Archives: Marketing

How to generate inbound leads

Every company needs to generate leads to grow their business.

For those of you un-familiar with what a marketing lead is I’ve attached an image below that explains.

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We’ve all seen this before.

This is the way 90% of companies go about gathering leads, or building their audience. In fact it might be one of the reasons why 90% of Small Businesses end up failing.

Building your audience through outbound marketing, cold-calls, sign-up lists, etc. is an uphill battle. People are weary of being “sold” to.

This practice of doing Lead Gen is quick, easy and common. There is a better way though.

You want your audience to come to you. How can you do this?

It starts and ends with content. You’ve heard the phrase “content is king”? The CTO of BlitzMetrics, Dennis Yu says “Create content so awesome, people reach out to you”.

Dennis

You need to show your expertise in your field, as well as an ability to communicate with your target. You’re passionate about your business so creating killer content will be a matter of putting in the time, and optimizing results to find what resonates. Learn the right way to go about creating content here.

Another powerful way to generate inbound leads is through word of mouth. There are a few effective ways to accomplish this.

“Giving free consulting in advance is the heart of inbound marketing” – Dennis Yu.

Think about the mechanic you know won’t screw you over.

You heard of this guy from a trusted source. He doesn’t work in a big shop, and he probably doesn’t do much advertising.

Because he’s honest with people and doesn’t charge them ridiculous fee’s “word of mouth” naturally spreads, and leads come to him.

Be like that mechanic.

At BlitzMetrics we actively practice this. We openly teach and share our principles with anyone. This has brought amazing “word of mouth” and other lead gen opportunities.

Another way to share your expertise is through your competitors. Our CTO Dennis Yu has a how-to article published on Jon Loomers site. Who technically is our competitor. We’ve also interviewed Jon. Now his audience is seeing our content and vice-versa. This again, creates inbound leads. Rather than competing against each other, work together to solve your “customers” problem.

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There’s many similar tactics to this that will help any business create inbound leads. The tactics are not what is important though. The principles underneath them are.

  1. Create Content you’re passionate about that will benefit others
  2. Offer free consulting 
  3. Embrace the “problem” you’re trying to solve in people’s lives, work together with other experts in your field

So when you realize your pop-up lead-gen ad isn’t getting the results you hoped for, try practicing these principles. Then let me know how they work for you.

Do you like my work space?

So this is my “work office”.

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Problem: My workspace is awesome, too awesome in fact. I like to think of it as the Bathsheba of work places; if I’m not careful it’ll seduce me away from my responsibility.

Solution: Two principles I live by at BlitzMetrics. Do, Delegate, Delete (DDD) and Learn, Do, Teach (LDT).

The first principle is simple; Do, Delegate, Delete, DDD for short. Natural inclination is to skim over and procrastinate work responsibilities (school included here). By following DDD you can accomplish tasks and efficiently manage your time.

Anytime a task pops up the natural marketer in all of us is inclined to push it off. Don’t do that.

When you get an e-mail, open it and go through it right then. If you can’t do that, delegate it. Then when you’re finished with something delete or categorize it.

By following DDD I keep my unread inbox at zero everyday. Sometimes this takes an hour or two spent only in my inbox. But I’m able to stay on top of my workload.

DDD is effective, but it is only the “How” of productive work. Without a “Why” you’ll never be successful.

Learn, Do, Teach is the “Why”. 

The reason I’m able to maintain my drive to work from home is simple. I believe in LDT. I’m not in marketing for the money. LDT is about having an impact at what you do aside from monetary results.

Call me old fashioned, but I still believe in making a positive difference in the world. LDT is the first ripples of positive change.

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DDD and LDT are two of nine core principles my company (BlitzMetrics) fundamentally teaches. We call them the 9 triangles. Each of the triangles contains principles that transcend past marketing. They hold true to various aspects of life.

If you’d like to know more about the 9 triangles message me on my Facebook page.

Other than that, I’d like to know what 3 items you’d put in your dream office? An icee machine, a putting green, a massage chair, etc, comment below.

Fat-bottomed “Funnels” you make the “Marketing” world go round

Digital Marketer ran a webinar yesterday featuring Russ Henneberry.russ-henneberry-small_400x400

Russ spoke about how many marketers experiment with their content creation until they find what has traction. Similar to throwing a bunch of noodles on a wall and seeing what sticks.Screen Shot 2016-05-31 at 1.05.15 PM

Yes, you’ll probably get results this way eventually, but you’re wasting time and resources in the process.

Understanding the conversion funnel customers travel through will help marketers optimize their content creation.

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There are 3 main sections to the funnel.

Awareness - This is where the customer begins their journey. They’re collecting information about a broad topic. Let’s use smart phones as an example.

Evaluation - Here the customer begins looking at the pro’s and con’s of different brands in their field of interest. Comparing and contrasting. They’re deciphering between an Android or an iphone.

Conversion - This is where the customer makes their purchase.

All 3 phases of the funnel are important. Each phase needs unique accompanying content. Russ suggests spending the most time creating quality content in the conversion stage, where the money is made.

Understanding a customers journey through the funnel will help marketers create relevant content for their audience. Rather than aimlessly experimenting to see what sticks.

Russ also presented 7 characteristics of “perfect content marketing”

  1. Is Full Funnel - Create content for each stage of the funnel.
  2. Satisfies Intent - Your content needs to be relevant to your audiences needs and desires.
  3. Asset Driven - Perfect content marketing builds assets.
  4. Ascension Focused - Your content should not only satisfy intent, but lead your audience to the next stage of the funnel.
  5. Segmented - The more specific and relevant an offer is the higher it will perform.
  6. Cross Channels - Don’t place all your eggs (content) in one basket.
  7. Avatar Based - Have a specific avatar and tailor your content to them.

BlitzMetrics (my employer) follows a similar funnel to the one Russ presented. It’s the same concept, only under a different name. Audience, Engagement, Conversion (AEC). If you’d like to know more about how a conversion funnel works contact me on my Facebook page.

Life on the Road

I don’t particularly enjoy traveling. In the last 10 days I’ve been in 4 different cities, 7 different planes and 4 different hotels. I’ve lost my favorite pair of gym shorts, and torn up my old faithful black Vans.

You better believe I didn’t do all this for nothing.

In honesty though, it wasn’t a bad trip at all. I had some great experiences, made new friends and most importantly, I learned a lot.

This isn’t a travel blog, so I won’t bore you with my trips to FL beach, but let’s get to it.

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This last week I went to the Content Marketing Conference in Las Vegas. I want to talk about how to optimize the conference experience.

Okay, I hope your next 30 minutes are free because there are a bajillion things you need to learn! Just joking, I’m going to focus on 3 helpful tips for anyone attending a conference in the future.

  1.  Focus on the few, not the many
    • Everyone knows conferences are good for learning, but better for connecting. Many people connect the wrong way though. It’s about quality over quantity people. Don’t try and talk to everyone, instead focus on a few solid connections. Here’s a good litmus test. If the people you spoke to at a conference saw you in a crowd a week later would they recognize you? Make sure you engage in meaningful conversation with some, not superficial jabber with all.
  2. Take notes
    • This seems obvious, but it’s surprising how many people only listen. Don’t record what each presenter says verbatim, but jot down what speaks to you.
  3. Follow up
    • Always follow up with your key contacts. How you do so will depend on your experience. For example if you’re newer into the industry you might follow up by writing a blog about your favorite speaker and tagging them on twitter. Or if you’re integrated in the business you might be set up lunch with someone to further build a relationship. Whatever your method, even if it’s strictly connecting on social media, make sure some-how, some-way, that you follow up.

I also got the opportunity to attend a presentation from my boss Dennis Yu at Baruch College in New York this last week. I even got to speak for 10 minutes. This was a great experience. I won’t engage you right now with tips on public speaking, but instead am going to focus on the underlying reasons you should be willing to do presentations like this.

13268172_10101184239102329_5627752773295722630_oIt boils down to passion. Passion > Monetary behavior. Whatever you do, make sure you’re passionate about it. Share that passion with others. Don’t let your road to success be a secret. Being able to share the little I knew about personal branding with other marketing students was one of my favorite experiences of the whole trip. (The other favorite being the beach in Florida).

I’m headed back home tomorrow, but I won’t be going empty-handed. I might not love life of the road, but I’ve at least made the most of my trip. Safe travels my friends.

 

So you’ve graduated from FB Ads, now to the good stuff

Mike Rhodes
Recently Digital Marketer (DM) had a webinar featuring Mike Rhodes, 
who gave a fantastic  run-down of Google Display Network (GDN). Like much DM content it was share-worthy. So let’s jump into it.

A well-known tactic of advertising and marketing is to interact with your audience at different times and places. Google Display Network helps you place your ads in front of your target across the web.

Like any ad network Display is an intricate system. To quote Shrek, it’s sort of like an onion; there are multiple layers to Display, each designed to help you optimize your advertising goals. This post is going to focus on some of GDNs basic functions.

In Display you’re able to instruct Google how to disperse your ads in a number of ways. There are four main categories of dispersion.

Managed Placement

This is similar to “exact match” but for GDN. You can give Google a list of websites and even apps to place your ads on. You are able to specify which part of the websites to place on (ie. landing page, extensions, etc.). Let’s say my product is a training program to teach people how to dunk a basketball (because who wouldn’t want to buy that!) I might tell Google, place my ads on www.espn.com/nba. Now whenever someone visits the ESPN page and clicks on the NBA section, they see my ad.

Contextual

Contextual placement is based off of themes or interests. You essentially say “Google I have this product to help people learn how to dunk, place it on sports sites”. Then Google places your ads on espn.com/nba and nba.com and the sportscenter app, etc.

Behavioral

Google already keeps track of people and places them in “markets” for you. Google’s placement is based off people’s recent behavior. For example, Google might say someone is in the market for buying a used car; Google knows this because of their searches, site history and site behavior within the past two weeks. Basically Google is saying, “This person has been searching for used cars and spending a lot of time on used car sites, they’re in your market”. In essence this allows you to put your re-market code on your competitors website.

Demographic

Lastly there is demographic targeting. Google is able to pretty well guess at certain demographics; ie. gender, age, income, etc. but it’s not finitely known like in Facebook, because people don’t have that information entered in. Demographics typically should be used as an extra layer of your targeting, rather than a stand-alone filter.

Are you excited about the awesomeness of GDN possibilities yet? Like any interface, your best chance of understanding it will be to go play around with the technology. These four overlying categories of GDN are a great place to start for anyone.