When we talk to people about LinkedIn ads, we usually hear objections such as:
“Do they really work?” (Yes)
“Aren’t they expensive?” (Cost per qualified lead can be low)
It is time to debunk these myths. LinkedIn have put a lot of work recently into their advertising platform. On this episode, we interview LinkedIn Ads expert AJ Wilcox. On the call AJ explained:
What ad format to run with 95% of the time
Whether to use single image or single video ads
Whether to write long or short copy ads
Why people go to LinkedIn, and how they respond to ads
How we now have engagement retargeting on LinkedIn :-) :-) :-)
Why the targeting options on LinkedIn are essential for B2B marketing
What customer lifetime value you need to run LinkedIn ads profitably
What kinds of offers work on LinkedIn (i.e. what to say in your LinkedIn ads)
How to get very senior people to respond to your ads
How long to run an offer before changing it
What is a reasonable testing budget for new LinkedIn advertisers
What’s the lowest budget you can spend to still see results
How to complement your paid LinkedIn efforts with organic networking
The breakdown between mobile and desktop impressions
The two biggest mistakes people make (i.e. how to avoid the ‘LinkedIn Stupidity Tax’)
How many ads to test at any time
AJ’s website: www.b2linked.com
AJ’s free LinkedIn ads checklist: www.b2linked.com/checklist
AJ’s course: The LinkedIn learning course on LinkedIn Advertising (free for LinkedIn premium members)
AJ’s podcast: The LinkedIn Ads Show Podcast
We're all familiar with the concept of nurturing potential customers over the buying cycle. But how should you prioritise your efforts?
One approach is to use something called a 'Behavioural Engagement Nurture Sequence'... where the marketing people receive from you is driven my the recency of their engagement.
Listen now to learn:
Why a long-form sales page can easily out-perform webinars and sales teams
How people really read (and re-read) sales pages
Whether to use a video sales letter or a long copy sales page (and the one exception)
How a behavioural engagement nurture sequence differs from a conventional nurture sequence
Why you need content in multiple formats
How many emails you really need to write
What to do with unengaged contacts
How to organise all your marketing nurture efforts around the principle RFM (recency, frequency and money)
What a Fibonacci sequence is, and how to incorporate it into your efforts
Roland's website is www.rolandeva.co.uk. The book Roland mentions is No B.S. Direct Marketing by Dan Kennedy.
Offering a 'lead magnet' - an incentive for people subscribing to your email list, is a key ingredient in growing your audience.
The trouble is, most lead magnets don't work as well as they used to. In this episode, copywriter James Daniel explains:
Why the humble 'special report' has taken a battering in recent years
Why lead magnet signup rates have tumbled
James' insights from testing all kinds of lead magnets
12-types of lead magnets to consider testing in your marketing
Why the title of your lead magnet is critically important... and how to get it right
How long your lead magnet should be
How to define the scope of your lead magnet
What to put on your lead magnet thank you pages
The difference between influence and manipulation
Whether to focus your lead magnet on pain or gain
To grab James' full list of 12 effective lead magnets, email email@example.com with 'lead magnet' in subject line.
Vicky Fraser is a former direct response copywriter who now helps people to write outstanding business books. Books that actually change the lives of your readers. Listen to this interview now to learn:
Why most business books are dull
How to decide the scope of the book
Why your book should be a delight to read
Where to start your planning
Why the 'big idea' for your book will often emerge over time
Whether to write your own book... or hire a ghost writer
Why work with at least one writing accountability partner
How to plan and protect your writing time
Why to strictly separate writing and editing
Why to keep one person in mind when you're writing
Why your stories and anecdotes don't have to be strictly true
How to test your stories before including them in your book
How to reuse and re-purpose content when writing your book
How to promote your book once it's written (and why to start this NOW)
How to come up with your book title
When to write the back blurb (hint: not as you're about to publish the book!)
Learn more about Vicky's work and grab her book at www.moxiebooks.co.uk.
Testimonials are a critical part of any marketing and sales system. The problem? Most testimonials are lousy - and fail to reveal the true value you provide.
Justin DeMers has a different approach to testimonials. Listen now to learn:
Why your customers have stories your potential customers NEED to hear
Why a "success story" won't do you much good
Why the universal thread in any successful story is conflict
Why perfect testimonials can attract bad clients
How to ask for great testimonials without feeling awkward
How to guide your customer through the testimonial
When to ask for testimonials (not necessarily the end!)
How to pull customer objections into your testimonials
Why you should capture your own testimonials
What format to capture your testimonials in
What formats to publish in - and why video is king
You can sign up for Justin's workshops at socialproofclub.com.
If you sell based on trust and DON'T have a book, it's time to ask why not. In this episode, Mark Beaumont-Thomas explains why and how to write a successful book in a sensible time frame. Listen now to learn:
Why the barriers to entry in book publishing are lower than ever
Why you won't make money out of a book in isolation
Which formats to publish your book in
Why self-publishing costs are less than you might think
Pros and cons of Amazon's print-on-demand service (Amazon KDP)
How to get constructive feedback on your manuscript
How long your book needs to be
How to define the scope of the book so you don't run off-track
Pros and cons of dictating your book draft
How we published the first edition of Maze Remarketing in under a month
Why a non-fiction book should pay attention to the narrative arc
How long it should take to publish a successful business book
When to cut off one book and start another
Mark's website is https://lexiconmarketing.co.uk
If like Rob, you're sceptical about the effectiveness of LinkedIn for individual business owners, then listen to this conversation Rob and Jonathan had with Ted Prodromou, author of LinkedIn For Business.
LinkedIn puts your profile in front of 1000s of people each day. So it's worth spending some time updating and optimising your profile.
In this podcast, Rob, Jonathan and Ted talk about...
The importance of using keywords throughout your profile
Treating your professional headline and summary like a Google ad
Why using Groups is more challenging than it used to be
The power of the 'Insight Tag'
Why you should be posting content to your company page
The different types of LinkedIn ads that you need to pay attention to
LinkedIn is not just for B2B
And why, even with LinkedIn, you should be building relationships with people not directly sell to them.
You can find Ted online at his website https://yourlinkedincoach.com/
In this episode we branch away from paid advertising and discuss how PR can expand your marketing maze. On this call we interview PR expert Neil Anderson. Listen now to learn:
The key ingredients of a press release
How to grab attention so your press release is actually used
How the internet has changed press released
What impact press releases can have on SEO (organic search listings)
How to identify the right story
When to use a press release, and when to run an ad
What structure to start with
How long a press release takes to produce, and how much it might cost
How to expand your PR effectiveness with remarketing
Neil's website is http://www.neilandersonmedia.com/
Google Analytics allows you to sharpen your remarketing strategy. And best of all, it's free! Listen now to learn:
What remarketing capabilities you get in Google Analytics (beyond native Google Ads)
How to avoid marketing to the people who bounce from your website
How to improve your remarketing ads click through rate
How to remarket to people who interact with particular campaigns, without sending them to unique landing pages
An advanced technique for remarketing to mobile traffic
How to remarket based on transaction frequency or value
Remarketing audiences you'll still want to configure natively in Google Ads
Announcement: in December 2019 we'll be running an online course on Google Analytics remarketing. To join the course notification list, go to www.mazemarketingpodcast.com/analytics.
Chris Davis is a marketing automation expert, and has worked with ActiveCampaign, LeadPages among other companies. Today Chris runs Automation Bridge, a marketing automation training company. Listen now to learn:
Why it's harder than ever to select the right marketing tools
The single biggest marketing automation mistake
How to determine your strategy before selecting tools
How to get the most from your tools
When to stick with your tools, and when to change platforms
What to look for in your marketing service providers
How to take ownership of your marketing systems
Opt-in free to Chris’ Engagement Marketing course at automationbridge.com/maze.
Paul Fairbrother is the Head of Education at AdEspresso, and an Instagram and Facebook Ads specialist.
Paul used to be a social media manager, and noticed that all the paid channels are now pay to play. Paul used AdEspresso’s tools to create and manage ads at scale, before he before an employee. He realised looking back that he had interacted with 70+ content pieces before becoming an AdEspresso customer.
Things we discuss on this call:
The myth of the funnel – why one ebook or one blog post isn’t enough
Why there shouldn’t be a divide between organic and paid search teams
How PPC automation tools can save you hours each week
How to split test in Facebook and Instagram (and how this could half your advertising costs)
How to run paid ads successfully if you don’t have hours each day to learn the different platforms
Why Instagram should be a part of your advertising strategy
Key differences between Facebook and Instagram
What sort of images work best on Instagram
What works on Instagram, and what doesn’t!
Why Instagram can work well for shopping
The interrelationship between Google and Facebook ads
Why Instagram Stories are under-used
Best format for videos (not landscape!)
Why use lookalike audiences with your cold Facebook ads
Important audience considerations for remarketing
For more free resources go to https://adespresso.com, and select ‘Academy’ from the top menu.
Most online conversations about email marketing focus on tools. Everybody wants to know: which email provider is best?
In this episode, Rob and Jonathan discuss the right questions you should be asking and what features to look for when searching for an email marketing system.
The difference between Infusionsoft and MailChimp? (hint: there's a big difference)
Why there are so many different price points
Why you absolutely should not send emails directly through your domain or with a service like Gmail, Yahoo, or Hotmail
The problem with entry-level tools
The difference between list-based and contact-record-based tools
The power you can add with correctly used tags and custom fields
Why you need to consider what your core system is before you even look at which email marketing system to use
If you're interested in seeing how to send an email in 1984, check out this video.
In this episode, Rob and Jonathan are talking to Ben Hunt, marketer, former web designer and author of several books including, "Save the pixel" and "Web design is dead".
Ben shares a sneak peek at a new concept he's developing, called Holistic Marketing. If you sell based on expertise and are tired of the marketing funnel analogy, holistic marketing may be a more robust, ethical way to build your business.
In their discussion of Holistic Marketing, they cover...
Why web design is more marketing than creative design
How you 'find your space' and 'find your place in time'
How to create different ways for people to access what you're offering and why this is important
Why you should be as generous as you can with your content
Why you shouldn't simply choose a niche. You must be that niche.
Getting paid for who you are not what you do
The power of interviews for generating content
Looking to the past and the future for content ideas, but inhabiting the present
All Ben's books are available for free on his website, http://benhunt.com/books/.
You only want to show your remarketing ads to people that have been on your website. But, did you know Google will show your remarketing ads to people that have never been on your site and those that have no idea who you are!
Well, it could be the reason why your remarketing ad campaigns get loads of impressions but few conversions.
In this episode, Rob and Jonathan talk about why, when you're starting to run remarketing ads you should never have this setting active. They'll show you how to turn this default feature off.
And, the right time to turn it back on.
NB: Rob mentions 'conservative optimisation'. Google is in the process of renaming this 'targeting expansion'.
In this episode we're debunking some of the most common myths surrounding email marketing.
Rob and Jonathan talk to Josh Earl, a copywriter, email marketer and programmer. Josh tells us how he became an email marketer and shares the results of some of his recent email marketing experiments. Listen now to learn about...
Inactive subscribers: Should they stay or should they go?
When it's worth including a p.s. in our emails
When should we nurture and when should we sell in our emails
Why email service providers are not all equal
Why many people set up overly complex email marketing systems
Some valuable advice for anyone getting started with email marketing
Should we segment our messages for different audiences
Visit Josh's website to learn more about him.
In this episode, we discuss nine marketing tools that we think you should pay attention to.
If you're confused about which marketing tools to use, we'll help you get started. Listen now to learn:
Why you're probably asking the wrong marketing questions
Nine marketing tools we prefer
Why pen and paper can be your best marketing tool
Google Ads Editor vs' Google Adwords. Which is better?
Why you should learn some basic design skills
Find a tool to easily document the ads that you set up
The URL shortening tool that can track sources
The essential tool that connects all other tools
Why you should spend some time to get to know your CRM system
The importance of using a landing page builder
Why you should get friendly with Messenger bots
Here's the link to our conversation about Messenger Marketing and Bot Building.
I (Rob) met Chad Prince in late 2018 at Perry Marshall’s Paradigm Shift ad writing workshop. At the workshop we spent two days working on Perry’s Swiss Army Knife ad writing method. We wanted to know: with enough creative minds in the room, could we quickly write 50 or 100 very different ads?
Listen now to learn:
The big hole people get stuck in when writing ads
How to apply the 80/20 principle to your ad testing
How to test a wide variety of ads without spending a fortune
How to kill ineffective ads quickly
How to accelerate the ads learning curve
How the Swiss Army Knife works
How to employ accelerated human creativity
Why to test both positive AND negative emotions
How to avoid getting emotionally attached to your ads
How to convert high-performing email subject lines into Google or Facebook ads
How to create banner ads on Google without a graphic designer
Why you’re ‘farming’ your ads, not setting and forgetting
Perry Marshall’s Swiss Army Knife tool training is available here. Perry’s 80/20 Sales and Marketing book (mentioned by Chad) is here. The Swiss Army Knife tool (also mentioned by Chad) is here.
Chad’s email address is firstname.lastname@example.org.
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