Digital Marketing Fastlane

Digital Marketing Fastlane

By Kevin Urrutia
This is Digital Marketing Fastlane. This podcast will show you how to build, launch, grow, and scale a wildly successful online business. Listen to real conversations with proven practical strategies and success stories. You are going to learn how to generate more traffic, more sales, more profit, and customer lifetime value for your online store. Coming to you from the online marketing experts at Voy Media, here is your host Kevin Urrutia.
We bring a rotating lineup of experts to analyze the week in content marketing, copywriting, email marketing, conversion optimization, and mindset.
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Technology Based Approach to SEO with Geoff Atkinson

Digital Marketing Fastlane

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Cashvertising - How To Apply For Better Facebook Ads
Learn how to apply Cashvertising principles to your ads and how we have been able to increase the ROAS of a few brands we work on. In Cashvertising by Drew Eric Whitman, you will learn how to sell anything with persuasive advertising techniques that even the experts don't do properly. He lays out the principles of successful advertising in examples and step by step details that anyone can follow them if they so choose. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
14:34
May 28, 2020
Broad Targeting vs Narrow Targeting on Facebook Ads
Find out why you NEED to be using broad targeting on Facebook Ads today! Targeting broadly essentially means that you're mostly relying on our delivery system to find the best people to show your ad to. This approach can lead to us finding potential customers you never would've known about otherwise This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
09:18
May 25, 2020
Dominating SMS Ecommerce Marketing With Dennis Hegstad
Dennis is the CEO & Founder of LiveRecover. LiveRecover is a text message abandoned cart recovery for e-commerce stores online. Our human-powered sales team texts your customers in real-time, converting carts into sales. Who else wants to recover 21% of abandoned carts? Powered by real people, LiveRecover contacts, engages, and converts your abandoned carts into sales for you. https://twitter.com/dennishegstad https://liverecover.com/ https://www.linkedin.com/in/dennis-hegstad-93480126/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
44:43
May 22, 2020
Noom - How They're Using Facebook Ads To Drive User Growth
Today we do a brand audit of Noom. Noom helps you build healthier habits to lose weight, no dieting needed. Get personalized support every step of the way. You can do it with Noom Youtube Video - https://youtu.be/k0OQvY0LdTY Learn how they are using Facebook Ads to scale. Today You Will Learn About: Landing Pages Quiz Funnels Free trial offers Photos/Videos in Ads Hooks ....and much more! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ https://www.noom.com/
37:29
May 11, 2020
Mastering Messenger Bots with Ben Vandal
Ben Vandal has spent $2.5m+ in Paid Media profitably scaling eCommerce businesses to 8-Figures in Total Sales. In this episode learn why you should be using Messenger bots and Messenger tools to grow your business. Ben gives his experience and personal insights into what is currently working. Messenger Mastermind Website Messenger Mastermind Podcast This action-packed episode is brought to you by the performance marketing experts at Voy Media. Voy Media
27:37
May 5, 2020
Monday.com - How They're Using Facebook Ads To Drive User Growth
Today we do a brand audit of Monday.com. Monday.com is a work operating system that enables organizations to build custom workflow apps in a code-free environment - to run projects, processes, and everyday work. As of 2020, the company serves 100,000 organizations from around 200 vertical markets, including many non-technical organizations. Learn how they are using Facebook Ads to scale. Youtube Video - https://youtu.be/-CBTB1eedgw Today You Will Learn About: Landing Pages COVID-19 Ads Stock Photos/Videos in Ads Hooks ....and much more! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ https://monday.com/
38:21
May 1, 2020
Territory Foods Review - How They're Using Facebook Ads To Drive User Growth
Today we do a brand audit of Territory Foods, a healthy meal subscription DTC brand. Learn how they are using Facebook Ads to scale. Youtube Video Review - https://youtu.be/LYnivtFgycM Today You Will Learn About: Landing Pages Live Chat Ambassador Ads Full Funnel Ad Strategy Auto Applying Coupon Ads ....and much more! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Territory Foods is great tasting food, made from the really good stuff, by local chefs and artisans we admire, with lots of variety and choice https://www.territoryfoods.com/
30:14
April 21, 2020
Magic Spoon Review - How They're Using Facebook Ads To Drive User Growth
Today we do a brand audit of Magic Spoon a keto-friendly DTC brand. Learn how they are using Facebook Ads to scale.  Today You Will Learn About: Optimizing Product Pages Customer Reviews Website Design Optimizing Landing Pages Email Popups and much more! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Magic Spoon is a delicious cereal for adults that's high in protein but low in carbs and calories. The cereal is keto-friendly and non-GMO, and free from gluten, grain, wheat, soy, and artificial sweeteners.
34:56
April 10, 2020
Technology Based Approach to SEO with Geoff Atkinson
Prior to Huckabuy, Geoff was the Senior Vice President of Marketing and Analytics at Overstock.com. At Overstock, he developed expertise in SEO, and managed everything from pricing algorithms to content generation, to buying rain jackets in New York City’s garment district. In 2007, he was named Advertising Age’s “Top 40 Under 40” list. Geoff now lives with his wife in Park City, UT where he loves to ski, bike, play golf, and throw tennis balls for his dog, James. Geoff's SEO Experience The organic search channel was a huge priority during his time at Overstock. They were competing against Amazon and the stakes were incredibly high. After a year or so of disappointing results and critical time wasted working with agencies and consultants, they brought efforts in house in the mid to late 2000s. Their research concluded that SEO was fundamentally a technical problem revolving around how well websites communicate with Google’s Search Bots. Armed with this thesis, they developed a strategy and deployed tactics, like structured data markup, that grew the channel from $0 to $300 million in a few short years. It was a great run. When the dust settled, Geoff realized he had an opportunity to improve the SEO industry as a whole and help large and small businesses in virtually every vertical achieve their own success. https://huckabuy.com/seo-company/geoff-atkinson/ https://www.linkedin.com/in/geoff-atkinson-7311872/
33:21
April 10, 2020
Facebook Ads & Snapchat Ad Creatives, Ads During COVID-19 & More w/ Savannah Sanchez
Experienced digital marketer with a proven track record scaling direct-to-consumer online marketing efforts, particularly utilizing Facebook and Instagram Ads. With over four years of experience working as a media buyer and creative strategist for paid social campaigns, Savannah has become an expert in executing profitable media buying strategies and creatives for e-commerce brands.  Savannah Sanchez Savannah Sanchez On Twitter
45:59
April 3, 2020
How Coronavirus Is Impacting Ecommerce: The Good and Bad
Coronavirus and e-commerce: It’s complicated While online shopping may benefit in the short term, supply chain issues and uncertain consumer demand could dampen the e-commerce outlook. The assumption that Coronavirus, social distancing and staying home will boost e-commerce is widely held among digital marketing experts. However, early findings suggest the reality will be somewhat more complicated. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
16:05
March 23, 2020
Launch Your Profits With Effective Email Marketing
Underground Ecom is a rapidly growing Email marketing agency specializing in helping eCommerce businesses reach their full potential through email. We help global brands achieve an extra 20-30% in total revenue using our data-driven email marketing strategies. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
32:33
March 18, 2020
Facebook Ads Learning Phase – What You Need To Know
About The Learning Phase The Facebook ads delivery system uses machine learning to optimize your results. Each time one of your ads is shown, the delivery system learns more about the best people to target, times of day to show the ad, and placements and creatives to use. The more an ad is shown, the better the delivery system becomes at optimizing the ad's performance. The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set – actively trying different audiences, placements and more – so performance has not yet stabilized. The learning phase occurs when you create a new ad set or make a significant edit to an existing ad or ad set. Exiting The Learning Phase Ad sets exit the learning phase as soon as their performance stabilizes. Typically, performance stabilizes after an ad set receives around 50 optimization events within a 7-day period. If your ad set isn't getting enough optimization events to exit the learning phase (or if the delivery system predicts that it won't receive enough optimization events in the future), the Delivery column reads "Learning limited". Avoid frequent edits Manual optimizations (edits) are a leading contributor to ad sets not exiting the learning phase. The certain campaign, ad set, and ad edits reset the learning phase. These are the edits that will cause an ad set to re-enter the learning phase: Campaign - Budget (depending on magnitude) - Bid amount (depending on magnitude) - Bid strategy Ads - Any change Ad sets - Targeting - Placement - Optimization event - Adding new creative - Bid strategy - Bid amount (depending on magnitude) - Budget (depending on magnitude) - Pausing for over seven days This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
13:31
March 15, 2020
Ecommerce Email Marketing with Chase Dimond
Chase brings a unique and advantageous perspective to email marketing having experience in almost every aspect of email (from eCommerce email marketing to cold email marketing to even building and scaling email newsletters and everything in-between). Chase is currently the Co-Founder of Boundless Labs — a top eCommerce email marketing agency. Since launching Boundless Labs in June of 2018, we’ve helped our clients send hundreds of millions of emails resulting in over $25 million in email attributable revenue. A few of our clients include The Chive, IBEX, Original Grain, TUSHY and Vinyl Me Please. Additionally, Chase, as briefly mentioned above, has tons of experience with cold email, having delivered millions of cold emails into users' primary inbox. Lastly, he's helped acquire millions of email subscribers for brands he's built personally as well as for his client's businesses. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
40:54
March 9, 2020
SEO Tactics With Reggie Paquette of Revealbot - How to double your organic traffic
Reggie Paquette is the marketing manager at Revealbot. Revealbot is a digital ad automation tool for Facebook, Google, and Snapchat ads. Reggie has been building out marketing programs as the sole marketer and has doubled their organic traffic in the first three months This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
41:03
February 29, 2020
0 to $50M in just 9 months - ShaperMint and BeautyBay's DTC Mastery
This week we take a look at Shapermint and BeautyBay's website and Facebook ads. In this podcast, we'll take a close look at how Facebook Ads plays in generating that revenue. This action-packed episode is brought to you by the performance marketing experts at Voy Media
24:36
February 19, 2020
Storytelling With Jarie Bolander From The Daily MBA
The Daily MBA is about being a better entrepreneur, one day at a time. My main focus is on innovation, entrepreneurship and technology management. Through relevant original posts, links to great articles and several educational series, The Daily MBA strives to be part of making entrepreneurs better. This action-packed episode is brought to you by the performance marketing experts at Voy Media.
50:55
February 12, 2020
When (and How) to Effectively use Controversial Advertising
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Today i'll be discussing something we see improving results EVERYWHERE we implement it, and you can do this EASILY. This thing is to use CONTROVERSIAL creative angles. In your ads, video footage, video text, copy - across all parts of your creative, make bold and polarizing statements - not like a PR crisis, but just let your guard down. You would probably explain a product differently to your friends at a bar than you would to someone in a professional setting. The bar setting relates more to people’s mindsets scrolling on social media, but a guarded professional setting is the state you’re most likely to be in when making ads.The basic concept: lean into controversy. You will slice through the noise, even if a boring brand, if you make a polarizing statement. His example was leggings - typically a competitive niche, but if you use a polarizing angle like plus size, body confidence, etc., you can stand out a lot (a fast growing e-commerce brand that does this well is ShaperMint, check out their ads library ASAP - I have no affiliation with them).A few tips when doing this. First, READ CUSTOMER REVIEWS. We read Amazon reviews for our brand and competitors which helped find tons of relatable stories wee would’ve never thought of (highly recommend). In this example, it’s for a special kind of belt with no buckle, and this is the line became the cornerstone of the creatives: “I’m fat, I’m a truck driver, and I sit all day. I hate how my belt digs into my stomach roll” (loosely based on a real review). We included this in video copy, showing a trucker. The video was done really well by our designers, good hook, good stock footage. CTR went way up, ROAS went way up. Use humor. I don’t have the studies in front of me but supposedly when you use humor, people are less likely to disagree with you. This is important when making controversial statements that might otherwise offend people. Also humor is just a great hook, it’s what a lot of people want when they go on social media. “I” ( i ) statements, not “you”. It comes off like a customer review even if it isn’t, so it feels more organic, it’s now a relatable story. If you say “you”, like “Do YOU have [insert glaring vulnerability]?”, it might work, but it could turn people away. When you frame it as “I”, it takes away a lot of the potential offensiveness Vulnerability in the hook, especially when you use the “I” statement, it allows you to address a vulnerability of the audience in a way they’re more likely to listen to. A weird source of where this is done EXPERTLY is standup comedy. If you watch clips of Bill Burr, he does this very well. They start with a controversial statement, and often about their vulnerabilities Don’t worry about vulnerabilities/offending, you likely won’t offend if you are genuinely providing a solution for a very real problem. A lot of the reason people buy something is to improve their life in some way, so by addressing how your product helps that vulnerability is fine, regardless of the subject matter. If you get real relatable stories, use humor, say “I” and not “you” as much, and address a real vulnerability in the hook.
06:40
February 5, 2020
List Building & Lead Magnets: Build Email Lists & Profit
WHY you should build an email list https://voymedia.com/ Email marketing commonly generates 15-30% of stores’ revenue. What would your business look like over time with 15-30% more revenue? It’s very important to build this list, because the bigger it is, the more revenue you get from email marketing. Building an engaged email list is a great long-term move for your brand. Also, the only things you own in e-commerce are your website and email list. These social media platforms are rented, they’re more likely change over time. It helps generate repeat business which is good long term. Here is how to build an email list with Facebook Ads: Make separate campaigns for this, and target top of funnel AND middle funnel audiences. Link the ads to a signup page for a LEAD MAGNET. A lead magnet is something of value that people would submit their email address for. This could be free downloadable content, a free video course series, or entering a giveaway. Some Lead magnet best practices: It should solve a REAL problem for your target customer Promise a quick solution Is very specific Simple, easy to understand High perceived value Instantly accessible Demonstrates credibility for your brand For example, a lead magnet that could do well is “110 Michelin-star-chef vegan recipes for FREE”. It’s specific, has a lot of perceived value, has authority. The landing page FOR YOUR LEAD MAGNET should have a field where one enters an email address in order to redeem the free thing. You can MONETIZE THIS IN THE SHORT TERM: Many brands fear that they’re spending ad dollars on something with no direct purchase conversion, so it’s hard to track returns, but that’s no true. To monetize these campaigns, have purchase upsells immediately after the signup ON the signup confirmation page. This often works well because the audience’s guard is down, they’ve signed up for your lead magnet so you take you somewhat seriously. One great trick we see work REALLY well, is upon signup, have a little bar that says “50% complete”, and have a sale pitch video (or Video Sales Letter) on the screen, and say “watch X amount of this video to access [the free thing]”. If you have a really good Video Sales Letter here, this can be very effective, and VERY Profitable. We have several brands where we get THOUSANDS of email signups for less than $1 each, and the ROAS on the upsells pays for the ad spend handsomely. AND, if done well, the ROAS on the upsells can even just be a profitable campaign upfront. SO… TO SUMMARIZE: Make ads for a lead magnet, have a great lead magnet, and upsell them after they sign up for the lead magnet. Thanks for listening, and if you’d like me to send you some examples of this, feel free to email me at eric@voymedia.com, put PODCAST in the subject line.
04:59
January 27, 2020
Increasing Customer Lifetime Value (or Improve Repeat Purchase Rate)
Today’s episode is about INCREASING CUSTOMER LIFETIME VALUE. Customer Lifetime Value is how much you earn from each newly acquired customer. By increasing the lifetime value of a customer, you can earn more money long-term, AND afford higher acquisition costs on paid advertising. This is EXTREMELY IMPORTANT as costs to advertise increase. E: Tip #1: Email An engaged email list is great for getting repeat purchases out of your customers. The truth is, the only things you truly own in digital are your website and email lists. Social media and everything else is rented. K: Tip #2: Organic Social Many customers likely follow you on social media. Keep them engaged with your brand. Post a high volume of organic social content on as many platforms as you can. 5 posts a day, ideally. Use engagement metrics to determine what content is best. BONUS: look at relevant Instagram hashtags for top-performing organic content inspiration. THIS IS WHAT PEOPLE WHO FOLLOW YOUR NICHE ENJOY SEEING IN THEIR FEEDS. E: Tip #3: Facebook Groups Facebook is pushing for this, group posts get more reach than organic posts, they’re even more quote-unquote “organic” than organic posts, and they’re a great way to build a community with your brand. Groups are becoming what organic social used to be. Since so many people follow so many different things now, the regular news feed is less intimate or personal. These are great for finding User Generated Content! People post pictures and videos using your product. User generated content is great for ads. K: Tip #4: Customer Service Good customer service will make a great impression on customers. They are more likely to do business with you if they know you can address any questions they might have in a timely fashion. Facebook Chat and Messenger apps are quickly becoming the preferred way for customers to communicate with brands, more so than email or phone. A lot of brands don’t realize this. E: Tip #5: Customer Feedback Surveys Incentivize feedback surveys Bucket.io You can make custom audiences based on certain peoples responses. K: Tip $6: Increase Average Order Value: Increasing your average order value will raise your customer lifetime value. Subscription plans, upsells, bundles, post-purchase upsells, can all help you do this. Check out our epside increasing Average Order Value that gives you all of the details. E: If you want examples, screenshots, or have any questions, contact eric@voymedia.com, and put PODCAST in the subject line. Thanks for listening! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
05:58
January 3, 2020
Ad Creative Inspiration - How To Get Awesome Ad Creative Ideas
Today’s episode is about HOW TO GET AWESOME AD CREATIVE IDEAS. Ad creatives are one of the most important things in advertising. It often has the biggest impact on performance. This episode will show you FAST and ACTIONABLE ways to get TONS of awesome ad creative ideas. K: Look at the Instagram Hashtag of the niche. This one takes 5 seconds and gives you priceless information. If my niche is vegan food, look at the IG hashtag “Vegan Recipes”. Immediately you’ll see the top posts, which tells you what content people respond to for this niche. Look for similarities in the top posts, especially compared to the Recent posts. In this example of Vegan Recipes, immediately I can see that high-resolution closeups of food work well. E: The Ads Library is amazing to see. Go to any brand’s Facebook Page, under Transparency click See More, then GO TO AD LIBRARY. This shows you all the ads they are running. We find following the same few brands closely for months helps you get an idea of trends. So if you see them testing a bunch of styles in October, and a few months later it’s December and they’re only using ONE of those styles, that tells you this ONE remaining style was the winner of their test, and it likely performed best. We suggest you follow a small handful of brands with great ads. We like Jeni’s Splendid Ice Creams, Snow Teeth Whitening, ShaperMint, Pet Plate, and Zipify for non-physical products. We have no affiliation with these brands. K: See the Ads Library of FAST GROWING brands in your niche. We choose the fastest growing brands because they’re more likely to have strong direct-response advertising than the big corporate brands. For example, instead of Nike, look at Allbirds. Instead of H&M, look at Everlane. ALSO, look at FAST GROWING BRANDS who are not in your niche, but have the SAME TARGET AUDIENCE. For example, if you’re a PREMIUM HOME DECOR brand, and your audience is female ages 25-34, look at a brand like Everlane. See their tone, styles, because this is probably the type of content that attracts your target audience. E: Look at the ads and content of DIRECT COMPETITORS. Even if you are a small brand, look for who your direct competitors are. There are many ways to find this, but a quick way is to go on SimilarWeb.com, where you can look up your website and see what other sites are commonly visited by your website visitors. See what marketing angles, language, tone they use. See what content on their feeds does well, and what does poorly. If you can get an idea of testing trends over time in their Ads Library, you can find insights to save THOUSANDS of dollars on creative testing. K: The last tip we have is REVIEW SCRAPING. This one is HUGE. E: If you want examples, screenshots, or have any questions, contact eric@voymedia.com, and put PODCAST in the subject line. Thanks for listening! This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
07:45
December 30, 2019
What is a Landing Page? The Complete Guide
Today we’re going to be talking about LANDING PAGES. We’ll cover WHAT a landing page is, WHY you should use one, and a TON of best practices. E: What is a landing page? A landing page is a dedicated sales page for a specific offer or promotion, with the sole purpose of getting the visitor to take action on that specific offer (add to cart, or complete a lead form). THIS IS DIFFERENT from a product page in that it can be a little more introductory, educational. THIS IS DIFFERENT FROM A HOMEPAGE in that it’s more specific to the offer you’re promoting, whereas a homepage often has several options for users to click to maybe learn more about the brand overall, maybe see products, maybe contact customer service, etc. The ONLY action we want the user to do on a landing page take is clicking Add to Cart (or Sign Up). K: WHY YOU SHOULD USE A LANDING PAGE: A well-made landing page increases conversion rates for specific offers. If a higher percentage of your traffic converts, then you make much more money. Even if it just increases your conversion rate from 2% to 4%, that’s DOUBLE the revenue. Its always easier to increase Conversion Rate from 1% to 2% than doubling ROAS on ads. Best Practices: K: NO HEADER NAVIGATION. We don’t want visitors to be diverted away from the offer by About Us pages or catalog pages. We want them to focus solely on the offer we’re promoting on the landing page. K: CALL-TO-ACTION BUTTONS ONLY. The ONLY buttons on a landing page should be Call-To-Action buttons like "Add to Cart” or “Buy Now” (which adds the item to their cart, NOT just leading them to the product page). E: LESS IS MORE: simpler designs are way better here. Eliminate as many unnecessary, “loud” visuals as possible. E: LAYOUT - BASICS: From top to bottom, you want a headline, maybe a sub-header right below it, then a hero/main image or video, with a Call to Action button underneath. Everything I just mentioned should be visible with ZERO SCROLLING, on both mobile and desktop. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
06:52
December 26, 2019
Creating Effective Facebook and Instagram Video Ads
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ K: Welcome to the podcast, it’s your host, Kevin Urrutia, and my co-host, Eric Philippou. Today we are talking about VIDEO AD TIPS. If you’re serious about advertising, you’ll most likely be making videos. The SEQUENCE of great video ads is very important, and it’s often what confuses people the most when they’re planning a video ad. After making literally thousands of video ads, this is a Sequence you can bank on: Hook, problem, solution, call to action 1, credibility, call to action 2 E: Hook: The hook is the most important part of the video. It’s what grabs the audience’s attention. If you don’t have a good hook, people will not watch your video, and therefore won’t be persuaded by your video. The hook must engage your audience. It can be as simple as an adorable pet looking at the camera, with it’s cute face taking up the whole screen. For good hook ideas, literally go to Instagram, search a hashtag relevant to your niche, and see the top posts, especially video posts, and try to spot patterns in the video content. For example, go to, VEGAN RECIPES hashtag. Okay, a lot of top video posts are delicious food close up. Pop-culture and current events are also great ways to grab attention. (baby yoda meme) K: Problem/Solution: Identify the problem, or a pain point that your product addresses. Ask something like “Can’t find delicious vegan recipes?”, or “Battling Cravings as a Vegan?" THEN offer the solution. For example, “This product lets you make delicious vegan food easily”. Show features and benefits of your product or service. E: Call to Action: Tell the customer how to buy your product, like “Click here to buy now!”. This makes the difference between them just watching a cool video, and them actually taking action and clicking the link. K: Credibility: Social proof, like reviews or customer photos, press release quotes, are all great ideas here. Video testimonials are great. Background about the brand’s history, such as “Founded by a world-famous vegan chef" Finally, close the video with another Call-To-Action. E: Bonus Tips: VERTICAL VIDEO is ideal. DO NOT make horizontal videos other than for YouTube. If you’re advertising on Facebook, Instagram, or even Snapchat, go vertical. STORIES: Instagram Stories are a fast growing ad placement, so if you’re making a video, consider making another version for Instagram Stories, in the 9-by-16 aspect ratio, with “Swipe Up” Calls to Action instead of Click Here. E: If you want examples, screenshots, or have any questions, contact eric@voymedia.com, and put PODCAST in the subject line. Thanks for listening!
05:45
December 23, 2019
Improve Page Speeds To Increase Conversions
Interview with Lukas Haensch the founder of Path Monk.  Who has also been a part of Google's Mobile Performance Optimisation team https://pathmonk.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
23:48
December 12, 2019
Data-Driven Decisions in Facebook Ads
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Intro: Welcome to the podcast. Today we have a VERY special episode - DATA DRIVEN DECISION MAKING in Facebook Ads. This skill is so important because it affects every single decision you make, from analyzing ad creatives to determining profitability. K: The NUMBER ONE tip to data driven decisions is Staying Objective The most common thing we see after auditing thousands of accounts, is that the marketer is too emotional, or subjective, about certain things. Often times this is the ad creative, for example the video they worked so hard on making just doesn’t perform well, but they put a lot of effort into it so they keep pushing it and it loses them more money. This is poison. This is one of the benefits of working with an agency. Agencies are typically less emotional about your marketing and can turn unprofitable things off without hesitation. E: Making Decisions Too Early So many times we see people making huge decisions on very little data. Set your decision-making window based ABOUT every 50 conversions. If it takes you 7 days to get 50 conversions, always look at the 7-day window. If 14 days, look at the 14-day window when making big decisions. Don’t make huge decisions on ONE DAY of data unless you’re spending 4-figures per day and getting a ton of data. K: Misunderstanding Metrics Learn what each metric means, and how they all relate to each other. Once you know what each metric means, you know which are important to you. E: Set Up Columns in Facebook Ads Manager Once you know what metrics are important to you, you can set up your Facebook Ads columns to show you ONLY the important metrics. To take it a step further, you should set up your columns to show metrics at all levels of the funnel. FOR EXAMPLE From right to left: CTR, Outbound Link Clicks, Landing Page Views, Add to Carts, Purchases, Costs for each (in that same order), then Spend, ROAS, and finally Delivery. If you want a screenshot of how we set up our columns feel free to shoot me an email at eric@voymedia.com K: 5) Knowing Your Business’s Success Metrics Knowing your business’s success metrics will save your business. You shouldn’t even be marketing until you know these metrics. Average Order Value and Conversion Rate, or close rate (for Lead Generation) are really important to benchmark and try to improve. You must know margins, and calculate breakeven ROAS or CPA accordingly. Once you know these metrics, you can set success metrics so you know when to scale, and kill metrics so you know when to stop a marketing effort.
09:55
November 22, 2019
Holiday Promotion Ad Creatives
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Intro: Welcome to the podcast. Today we are talking about holiday promotion ad creatives. We are entering the holiday season, which is very different from the rest of the year, in terms of the mindset of the buyer. This episode will help you make better ad creatives to make the most of the holiday season, plus ANY one-time promotion or sale. E: 1) Unique Selling Proposition: The holiday season is the advertising Super Bowl. People will be bombarded with ads, and will be hyper-aware of the competition and different options. If you don’t Identify Motivations and Barriers Why Would Someone Purchase? Why Not? Price, variety, unclear how it works. What Are Unique Benefits? What problem does your product address Many brands we see just don’t mention their unique selling proposition. Go through your own feed, you’ll notice in a lot of ads you see, brands drop the ball on this a lot. This is a core trait of great ads year-round, not just in the holiday season. K: 2) Seasonal Relevance During the holidays, people are shopping for OTHERS, not themselves. They need to give a gift for their wife, brother, and even PETS! If you straight up say “50% off, great gift for Dads” in your ad, this will resonate more than if you just said “50% off”. By saying who it’s a good gift for, you’re actually helping people figure out, “Oh, what should I get for so-and-so this year?” You’re solving a problem of theirs. E: 3) Clarity Don’t be fancy, just tell the offer from the start. Do not start with any fluff or build-up. This means, open your ad with “50% off everything”. NOT “Every year, millions and millions of people face this crazy problem…” Mention the PRODUCT early so they know what you are selling. Mention the BRAND early for brand association. We are seeing CLARITY win across dozens of accounts lately. This is not only for promotions, but year-round. K: 4) Urgency It’s not enough to just show someone an offer and a cool ad. You MUST drive them to action. Use HEAVY scarcity appeals to get them to act. Shipping mentions, deadlines, etc. “24 hours left” “SALE ENDS AT MIDNIGHT DECEMBER 1” “BIGGEST SALE OF THE YEAR” Fear of Missing Out, FOMO, is huge here E: 5) Technical Tips Lead with mobile first. Square, vertical, and even the 9x16 Instagram Story design. Try a variety of formats. Always ask, “Would I click this ad?”, always put yourself in the customer’s shoes.
07:18
November 18, 2019
Maximize Q4 Sales on Facebook and Instagram
Learn how you can use seasonal creative and messaging to scale campaigns profitably among the high competition in Q4. Maximize Q4 sales on Facebook and Instagram You'll learn: Examples of successful Q4 advertising campaigns How to create seasonal Q4 creative and audiences How to create unique high-converting Q4 landing pages This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
46:18
November 15, 2019
Full Funnel Advertising Methodology
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Funnel Levels: INTRO: Many marketers are advertising to every single person in their funnel the same way. But the truth is that your marketing funnel consists of people with extremely varying relationships to your brand. The same way someone you just met is a different relationship than your best friend. This episode breaks down each part of your marketing funnel in the context of digital marketing, and how to communicate with each level. Top of Funnel, or Cold Audiences These are people who have never heard about your brand before. Audiences would be lookalikes, interests, or even broad/no targeting, as long as you exclude FB/IG Engagers last 365 days, and exclude website visitors last 180 days. Content is introductory or educational to your brand or core product. Middle of Funnel These are people who have interacted with your brand, but have not necessarily displayed purchase intent. Page/post engagers, website visitors, even product page visitors who have not added to cart. They require more touchpoints. Content here can be more product-centric, or sales-oriented, because they are familiar with your brand or core product. So you don’t need introductory or educational content as much. Content here should also overcome objections. Maybe someone saw your product, but they had doubts about the quality or the price. Quality (30-day risk free guantee) Price (discounts, slash pricing, or justify price) Credibility (reviews/testimonials, social proof, user-generated content). Bottom of Funnel These are people who have displayed serious purchase intent. Added to cart but not purchased, added payment info or initiated checkout (clicking checkout button), but have not purchased. Content here is very similar to Middle Funnel, but you can be even more sales oriented. They basically just need a reminder to purchase. Ads here should go to the /cart page. Dynamic product ads are great here too. Loyalty/Retention Already purchased from you, know you well. Content here can be very sales-oriented, but you can also be very personal and invite them to Facebook groups, forums, things you’re building a community around. FB AD PRO TIP: Reach objectives are worth a try here because the audience is already qualified, you just need to reach them. Email and unpaid media is a good idea here too.
10:51
November 13, 2019
8 Ways to Lower Your Advertising Costs
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ 8 Ways to Lower Your Advertising Costs INTRO: It’s obvious if you’ve been on the Facebook platform for the last few months, the costs of advertising are rising. Some sources even report a 100% Year-Over-Year increase in ad costs. 1) Better creatives. Lower your CPC. If more people are clicking your ads, for the same Cost per 1,000 Impressions, the cheaper each click will be. Mentioned this in a previous episode. 2) Broader targeting As audience size increases, CPMs generally decrease. What is CPM? Cost per 1,000 Impressions? As CPM decreases, CPA and all other costs decrease. Lowers CPM because you’re targeting more people, less likelihood of a competitive audiences. 3) All placements, or “Auto Placements" This broadens your audience sizes to all placements, which as we said increases audience size, therefore lowers CPMs. All devices too. Many accounts we see are on just Facebook feeds, or JUST Instagram feeds. 4) IG Stories It’s not uncommon in our campaigns to see every ad set duplicated and given the IG Stores placement only. We have dedicated creatives to this placement. We see lower CPMs on this placement, on average. 5) International Targeting. This is an easy way to increase your audience size. This also is just a fresh group of people with likely similar interests/behaviors as your domestic audience, but you just haven’t reached them yet. Make sure fulfillment is prepared for this. If you have an info product this is a no-brainer. Make sure to only target in the language of your ad, English. 6) Manual Bidding Cost Cap and Bid Cap are great ways to reduce costs. This simply prohibits Facebook from bidding on audience members who cost more than you want to convert. One caveat here is delivery. Pay very close attention to your bid, and increase bids very gradually until delivery increases. It’s common to bid higher than your CPA just to get delivery. 7) Snapchat CPMs on Snapchat are a fraction of what they are on Facebook. Super easy platform to set up and use. 90% of people in the US ages 13-24 are on Snapchat, which is more than FB & IG combined (according to Snapchat). If you have a strong audience in this date range you must be on this platform, aside from just the costs being much lower. 8 ) Increase Customer Lifetime Value Utilizing unpaid media like email and organic to get repeat business from people you already won over.
12:43
November 11, 2019
Increase Your Average Order Value Ecommerce
This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ Increase Average Order Value “How to increase your average order value” INTRO: You don’t always have to get more customers to increase revenue in e-commerce. If you increase the amount of money customers spend on average, you can also earn more money. 1) Raise Prices This one is obvious but people often overlook it. Try price testing with gradually different prices. Key words here being TEST and GRADUALLY. Higher prices don’t always deter people, it could imply higher value compared to the competitors. 2) Bundles Products that are frequently purchased together should be put in a bundle. Make the price slightly less than the sum of all products. The higher price might seem daunting, but not if these are products your shoppers are likely to buy together anyway. Since the products they’re buying anyway are grouped together in one bundle, it’s less browsing they have to do, which increases conversion rates. Bold Brain is a great app to help you decide what products should go together. 3) Upsells/Cross-Sells This is when someone either adds a product to their cart, or makes a purchase, and you offer them a discount on a similar product to get them to buy. Do them lower in the funnel. On the cart page, or post-purchase. This works because if someone has added an item to their cart, or even purchased an item, they are very far down your funnel and have shown extremely high purchase intent, so these shameless upsets are fine to do. Zipify’s OneClickUpsell is great for this, so is Bold Brain, Bold Upsell. BIG NOTE: this is not only suggested but REQUIRED on stores with heavy mobile traffic and many SKUs. Browsing a store with many SKUs can be hard on mobile. If you can smartly cross-sell items frequently bought together to mobile shoppers, that’s less time they need to browse and less pages they have to go through. This increases conversion rates on mobile. Mobile purchase behavior is also usually impulse buying. So mobile shoppers are more prone to impulse decisions like upsells and cross-sells.
07:24
November 8, 2019
How To Increase Ecommerce Conversions
How To Get More Conversions: More traffic (higher CTR from testing ad creatives) Higher conversion rate on website (CRO, making the ad match what you’re selling, match the ad with the customer’s step in the funnel) Retargeting, bottom of funnel (ATC, IC, more) REPEAT BUSINESS: retention/loyalty Post purchase upsells Trust building - funnels, email funnels. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
12:43
October 22, 2019
6 Biggest Creative Mistakes Brands are Making Today
1) Volume. Not enough. Too stagnant, don’t change it up enough.    * Facebook reports the best performing brands have 11x more creative assets than average brands. 2) No UGC.credibility/trust    * Incentivize with an email funnel, offer a discount for a video testimonial.   * Have a FB group where people talk about the niche.   * THIS IS FREE CONTENT. 3) Playing it too safe. You have to stand out. Especially in niches where there are other options.    * One option is be polarizing.   * Example: leggings. Saturated market. But if you take a polarizing angle, and maybe focus on plus size/body confidence, and polarizing topics related to your niche, people will start listening. 4) Highlighting the wrong points. “What’s in it for me?” - the most common thing audiences ask when they see your ad. You have to highlight user benefits and what makes you unique. Many brands just talk about features, they don’t highlight user benefits.    * Unique: many brands talk about the same things the other 10,000 competitors are saying, giving no reason to choose them and not the other options. 5) Testing strategy is bad: nonexistent, inconsistent, and/or highly flawed    * Set a success metric, like ROAS of 2   * Set a kill metric, something absolutely bad/no hope of keeping. Say, 1.4 - leave some room for gray area but not too much.   * After a few hundred dollars spend, kill anything on the kill metric, keep anything at the success metric, and anything in the grey area keep an eye on depending on the circumstances. 6) Lack of research: brands don’t look at data and are disconnected with customer    * Audience Insights on Facebook (ages, genders, demographics, but also interests/pages they like).   * Instagram hashtags’ top posts in your niche to find the content your audience responds to best.   * Many brands are unsure of their target audience. This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/ This act
09:47
October 22, 2019
Marketing Mentor - Ilise Benun Interview
Interview with Ilise Benun the founder of Marketing Mentor https://www.marketing-mentor.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
29:39
October 19, 2019
Dollop Gourmet (Shark Tank) - Heather Saffer Interview
Interview with Heather Saffer the founder of Dollop Gourmet and Shark Tank Contestant https://dollopgourmet.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
30:06
October 2, 2019
Bird Tricks Store - Dave and Jamieleigh Womach Interview
Interview with Dave and Jamieleigh Womach the founder of Bird Tricks Store https://birdtricksstore.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
40:55
August 15, 2019
Saltability - Ann Brown Interview
Interview with Ann Brown the founder of Saltability https://www.saltability.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media. https://voymedia.com/
49:03
June 20, 2019
Tyes By Tara - Tara Stravinsky Interview
Interview with Tara Stravinsky the founder of Tyes By Tara https://www.tyesbytara.com/ https://www.etsy.com/people/taracharm https://www.linkedin.com/in/tarachristinexo/ This action-packed episode is brought to you by the performance marketing experts at Voy Media.
19:37
May 31, 2019
Slyde Handboards - Steven Watts Interview
Interview with Steven Watts the founder of Slyde Handboards https://www.slydehandboards.com/ https://www.linkedin.com/in/wattssteven/ https://www.businessinsider.com.au/slyde-handboards-gets-shark-tank-investment-2016-4 This action-packed episode is brought to you by the performance marketing experts at Voy Media.
58:51
May 24, 2019
Facebook Ads Aren't Converting To Purchases - What to do?
What should you do when your Facebook ads aren’t working and are not converting to purchases/sales.  Check placements / make sure to use feeds for the top of the funnel. Make sure your conversion tracking is setup. The mobile site is working. Make sure your site allows for checkout. This action-packed episode is brought to you by the performance marketing experts at Voy Media.
02:52
May 21, 2019
The QueenBOSS Academy - Soheir Ghanem Interview
Interview with Soheir Ghanem the founder of The QueenBOSS Academy  https://www.ecommercequeenbossacademy.com/ https://anchor.fm/ecommercequeenbosspodcast This action-packed episode is brought to you by the performance marketing experts at Voy Media.
37:24
May 17, 2019
Facebook Ads Don't Spend Any Money - What to do?
What to do if your Facebook Ads don’t spend any money Make sure campaigns are active Check exclusions(are your purchases getting excluded as well) Check countries targeting (default country might not be USA, retargeting..etc) Duplicate ad campaign and try again. This action-packed episode is brought to you by the performance marketing experts at Voy Media.
02:35
May 13, 2019
Confianza - Sarah Ottow Interview
Interview with Sarah Ottow the founder of Confianza https://ellstudents.com/ This action-packed episode is brought to you by the performance marketing experts at Voy Media.
35:28
April 11, 2019
Seal And Gear - Mike Schlebach Interview
Interview with Mike Schlebach the founder of Seal And Gear https://sealandgear.com/ https://www.instagram.com/sealandgear/ This action-packed episode is brought to you by the performance marketing experts at Voy Media.
30:19
April 10, 2019
Warrior Soul Agoge - Christopher Albert Interview
Interview with Christopher Albert the founder of Warrior Soul Agoge. https://warriorsoulagoge.com/ https://www.instagram.com/warriorsoulagoge/ The Warrior Soul Podcast Warrior Soul Agoge Facebook Group This action-packed episode is brought to you by the performance marketing experts at Voy Media.
23:32
April 9, 2019
Rewind - Mike Potter Interview
Interview with Mike Potter the founder of Rewind. https://rewind.io/ https://twitter.com/mikepotter This action-packed episode is brought to you by the performance marketing experts at Voy Media.
41:35
April 8, 2019
BrewFest Partners - Curt Foreman Interview
Interview with Curt Foreman the founder of BrewFest Partners. https://brewfestpartners.com/ https://brewfestpartners.com/about/ This action-packed episode is brought to you by the performance marketing experts at Voy Media.
29:39
March 30, 2019
Freedom Rave Wear - Michael Hodgen Interview
Interview with Michael Hodgen the founder of Freedom Rave Wear. https://www.instagram.com/freedomravewear/ This action-packed episode is brought to you by the performance marketing experts at Voy Media.
36:28
March 28, 2019
AER Video - Pablo Trautwein Interview
Interview with Pablo Trautwein the founder of AER Video. This action-packed episode is brought to you by the performance marketing experts at Voy Media. The initial first few minutes are choppy. Sorry! :(
36:34
March 28, 2019
Hero Within - Tony B Kim Inteview
Interview with Tony Kim the founder of Hero Within. This action-packed episode is brought to you by the performance marketing experts at Voy Media 
21:47
March 27, 2019