In this episode Rob and Jonathan discuss Remarketing Lists for Search Ads (RLSA). Most of us are familiar with remarketing on Facebook or Google Display, but remarketing for search is generally under-used. Listen now to learn:
What RLSA is, how it works,
How RLSA is different to Google Display and Facebook remarketing
How RLSA can let you safely bid on broad match keywords
Why very detailed keyword research won't give you the same insights
How to use a RLSA Discovery campaign to sharpen your keyword research
Traffic minimums needed for RLSA
Why remarketing clicks are no longer cheaper (and why this doesn't matter)
We all need help with Google Ads from time to time. It's a big system, and nobody can specialise in all of it.
The problem is, getting help from a consultant or agency is fraught with risk. It's a Wild West industry, that seems to be getting more wild as time passes.
So the question is: how should you protect yourself as a business owner? What do you need to know before hiring help?
This conversation provides an insight into how an agency really works, and how to approach one in a way that negates your risk.
Building a remarketing maze isn't right for everyone. So what is the use case? And should you begin on Google, Facebook... or somewhere else?
The answer comes down to your buyer's level of awareness. In other words, how much do they know about the problem they have, and about your solution?
On this episode we talk about how to audit your audience by awareness, in order to make sensible investments in your marketing systems.
The book mentioned at the start is Breakthrough Advertising, by Eugene Schwartz (highly recommended if you can find it). Ben Hunt's ladder of awareness (based on Schwartz's work) is detailed here.
Webinars are a viable sales strategy in any marketing maze, and automated webinars are often positioned as the ultimate 'quick fix'. Supposedly all you need to do is record a webinar, automate it, and watch the money roll in...
What would possibly go wrong?
Quite a lot, actually. On this episode, webinar expert Damian Qualter explains:
Why run a webinar instead of sending people to a video
How to run automated webinars ethically
Why you should always run a live webinar first
How long your webinar should be - and where to place your pitch
How to decide on your webinar topic
What to offer on your webinar, and at what price
Webinar metrics to look at
Whether to run webinars for warm or cold audiences
How to deal with no-shows
Why email alone isn't enough as a webinar follow-up strategy
Damian's webinar resource guide (mentioned at the end) is available at http://utm.io/ueTC. Damian's website is www.damianqualter.com.
All the profits in your business come from one single source: your customers. No matter how much you know about marketing, you HAVE to understand your customers and what makes them tick.
Luke Szyrmer learned all this the hard way. After seeing multiple of his own start-up enterprises fail, he decided to collaborate with his market instead.
The end result was a tool called the Hero Canvas. By following Luke's advice, you'll learn what REALLY matters to your customers. You'll know what content they want the most... because they'll have told you. You'll create a visual map of the content you need to develop for your marketing maze.
We KNOW we need to be speaking to customers regularly, but the real question is HOW? Listen now to learn more.
In this episode Rob and Jonathan discuss common Facebook conversion tracking misunderstandings, mistakes and omissions. If you're spending decent money on Facebook ads, this is a topic you need to get to grips with. Listen now to learn:
The essentials of Facebook conversion tracking
The relationship between the global site pixel, custom conversions, and custom events
What goes in under the hood
Why tracking can fail
Why the number of 'leads' Facebook is reporting might not reflect your true number of leads
The difference between events and conversions
Why these problems are nothing new!
The ‘80/20’ or Pareto principle is an established mathematical fact. Everything in the world that can be impacted by positive or negative feedback loops is impacted by this… including your ads.
A small number of your ads will drive the most profit…
While a small number of ads will cost you large amounts of money.
Most of the time this effect is hidden. In this episode we explain how this works, why it is so important, and how to leverage the 80/20 effect in your paid ads strategy. Listen now to learn:
What craters on the moon have to do with the success (and failure) of your ads
What Jeff Bezos, Bill Gates and Waffen Buffet also have to do with the success of your ads
Why ‘80’ and ‘20’ is misleading
Why you need to be testing more ads… and expecting most of them to fail
For more on the 80/20 curve we recommend Perry Marshall's book 80/20 Sales and Marketing.
Messenger marketing - the act of communicating with prospects and customers through Facebook's messaging platform - is a big deal right now. Most of us have at least one messaging platform installed on our phone, and on the face of it open and click through rates are extremely high.
On this episode we examine messenger marketing in detail, and look at some of the advantages and pitfalls. Listen now to learn:
Why messenger marketing is NOT a replacement for email
The difference between messenger marketing and messenger bots
Key things to understand about Facebook Messenger
When to use a bot… and when to not
Why segmentation and interaction REALLY matters
Differences between Facebook ads and messenger marketing (even though it’s the same platform)
The Manychat course mentioned at the end can be found at https://manychat.com/course.
How to construct and test appropriate landing pages for your paid search traffic, and key mistakes to avoid. Rob and Jonathan discuss:
Why 'ugly' landing pages can sometimes convert best
Whether to create pages in a page builder, or just use your existing website
Why there isn't a single best landing page format
What landing pages to use for remarketing traffic
How to create synergy between ad and landing page
Core principles for landing page design
How to monitor and improve page load time (and why this matters)
The landing page mistake that gives Rob 'red mist' rage
How to tell engaging stories that sell in your emails, and how to build profitable long term customer relationships. Listen now to learn:
How to tell your story in a way that builds trust
Where to place your story in your marketing systems
The fundamental role stories play in the transfer of knowledge
Why NOT telling your story is like asking your customers to repeatedly eat dry bread
How my email storytelling process came about
How to negotiate our fears when telling personal stories
How many emails you need to tell your 'core story'
Why you’re probably being too hard on your storytelling efforts
Why most business stories really suck
Key ingredients of a successful story
The single most powerful story you can tell
Rob's email storytelling book is called Simple Story Selling, as is available on Amazon.
This episode is all about deliverability: specific tips for getting your emails delivered to your recipient's inbox (and preferably avoiding their spam folder or promotions tab).
Email is still an important part of any marketing follow-up system, and your emails can only do you any good if they are successfully delivered. A lot of mis-information circles the internet about deliverability, and we discuss some of the big myths on this episode. Listen in now to learn:
Why comparing tools is mostly a waste of time
Specific things that affect your sender reputation
Common deliverability mistakes
How to fix an existing deliverability problem
Good list hygiene practices
The re-engagement email template mentioned towards the end of the podcast can be found at www.mazemastery.com, in the free Essentials membership (from mid March 2019).
Have you tested LinkedIn and Twitter ads? Did you know you can create retargeting audiences on these platforms?
LinkedIn and Twitter may not be a core part of your marketing strategy, but most of us make assumptions about these platforms. In this episode we talk about some of the ad formats available, and the retargeting options.
We also discuss:
The merits of using lead form ads on LinkedIn, and how this is different (and potentially better) than using lead ads on Facebook
Key things to understand about the two platforms
Minimum audience sizes for retargeting
Where to start
Why LinkedIn's messaging ads can be highly effective
Rob and Jonathan answer the question: what exactly is the maze? How is it different from conventional funnel-based marketing? This episode covers:
- Why marketing is less linear than ever before, with many more touch points
- Why impression-assisted conversions matter more than most people realise
- Why it is valuable to add depth to your marketing, rather than optimised simplicity
In this episode I complain bitterly to Jonathan about the fact that Facebook have inexplicably disabled my ads account. Without explanation or recourse. The Facebook machine has effectively just said "no".
Ad policy violations have become a regular part of life for advertisers on Google and Facebook, so in this episode we discuss why this can happen, and what you can do about it.
Jonathan and Rob discuss the pervasiveness - and limitations - of the marketing funnel analogy. Including:
- When the funnel analogy helps, and when it doesn't
- Why the funnel is becoming less and less relevant
Rob and Jonathan talk about appropriate content for remarketing ads, including:
- Whether to lead with a story
- What type of stories to use
- How to differentiate between hot and cold traffic
- Why your content is probably good enough... but your stories might not be!
The REAL ins and outs of conversion tracking, for Google Ads, Facebook ads, and other platforms.
- What conversion tracking really means
- Why all conversion numbers are relative not absolute
- Why attribution is changing (and what that even means)
- Whether to use Google tag manager
- How to get help