InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door,...

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How my addiction to self help books, my office door, my acting career, my children, my accountant, and my byslexia has taught me everything I need know to make online paid campaigns 10 times better!

Transcript of InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door,...

Page 1: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

How my addiction to self help books,

my office door,my acting career, my children,

my accountant,and my byslexiahas taught me everything I need know to make online paid campaigns 10 times better!

Page 2: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

36.6% 38.1%

11.8%

8.6%3.5%

17.6%28.2%

46.3%

Companies need to invest more in digital.

Percentage of Time Spent Percentage of Ad Spend

50%

25%

0%Digital TV Radio Print

Share of Time Spent Vs Media Spend, US (eMarketer)

Page 3: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

It’s a Pay to Play System!

Page 4: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Google ads

Page 5: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Bing ads

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Twitter ads

Page 7: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

LinkedIn ads

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Content ads

Page 9: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Facebook ads

Page 10: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

McFly online ads is where is at!

Page 11: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Don’t stick your head in the ground!

Page 12: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Didn’t pay attention to trends.

Page 13: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Didn’t pay attention to trends!

Page 14: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

2015Average life

expectancy for Fortune500:

15 years

1955Average life

expectancy for Fortune500:

75 years

source

The bigger they are, the harder they fall.

https://www.amazon.ca/dp/B004G60EVY/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
Page 15: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

I believe in PPC!

Page 16: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

My addiction to self help books.

1

Page 17: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Success Leaves Clues

Page 18: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Spy on your competitors.

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Want to know who’s spendingmore in your industry?

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What’s your competitor’s best ads?

Page 21: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

What keywords are my competitors bidding on that I am not?

Page 22: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

What creatives are my competitors using?

Page 23: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Who wants to spy on your competitor’s Facebook campaigns?

Page 24: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Want to know what spy tools we just used?

• SpyFu• SEMRush• Addicted• Moat

Download Ultimate List of PPC Spy Tools Here:http://poweredbysearch.com/spytools

Page 25: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

My acting career.

2

Page 26: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

We need to leverage stories to inspire actions.

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All great stories marketing has a hero.

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Make your customer the hero of your story.

Page 29: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Upload your Buyers List to Facebook Insights

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Look at your AdWords Conversion Data

Page 31: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Demographics:● Age● Gender● Marital Status● Location● Income● Education● Job Title

Interests:● Magazines● Books● Associations● Websites● Blogs● Brands

Fine tune your buyer persona hero by knowing this demographic info.

Page 32: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

● What keeps them up at night?

● What pain are they experiencing?

● What will happen if they don’t solve their problem?

● What pleasure will they gain if they solve this problem.

What motivates your buyer hero?

Page 33: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Great example buyer persona hero brief.

Page 34: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

You need a marketing funnel per buyer persona hero brief.

Page 35: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

The Story Formula

Struggle/Pain Discovery/Epiphany Positive Result

Page 36: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Hi, my name is ________. I struggled with _______. Then I discovered ___________. Now my life is ___________, thanks to_____.

Swipe this sales copy formula.

Page 37: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

“Hi, my name is Suzy. I’m a new Mom.I just gave birth to my beautiful daughter.I used to struggle with finding comfortable jeans to fit my new Mom body, but then I

discovered Pajama Jeans. Now I feel and look great, while being super comfy.”

Page 38: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Catch All Landing Page

Global Payments

https://www.globalpaymentsinc.com/en/canada/accept-payments/mobile
Page 39: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

HVAC

Global Payments

Page 40: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Global Payments

Personal Trainer

Page 41: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

If you want to make your online paid campaigns rain, then tell great stories!

Page 42: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

My children.

3

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● 2000: Average attention span was 12 seconds.

● 2015: Average attention span was 8.5 seconds.

● Average attention span of a goldfish: 9 seconds.

Attention Span Stats

Page 44: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Can your ad stand out in this scrolling & short attention span world?

Page 45: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

How do you know if your ads are standing out and gaining attention?

• CTRs are up.

• Engagement is up.

Page 46: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Why is engagement so important for your ads?

$1.00$0.90$0.80$0.70$0.60$0.50$0.40$0.30$0.20$0.10$0.00

8%

6%

4%

2%

0%Relevance Score

1 2 3 4 5 6 7 8 9 10

Cost Per Click Click-Through Rate

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Why are CTRs so important for your ads?

$25.00

$20.00

$15.00

$10.00

$5.00

$0.00

30%

15%

0%Quality Score

1 2 3 4 5 6 7 8 9 10

Cost Per Click Click-Through Rate

Page 48: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

The Secret Ad Formula.

Who + Where

Desire + & Intent

+ Bait = Success

Page 49: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Vs

Bidding on: basement renovation

CTR: 4.33%

CPC: $8.80

CTR: 7.43%

CPC: $5.24

Page 50: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Vs

Example Facebook Ad

Increased leads by: 200%

Page 51: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

WARNING: Ad fatigue is a real thing.

Source

https://adespresso.com/academy/blog/facebook-ads-frequency/
Page 52: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

My office door.

4

Page 53: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

(Before)

Sprung

http://www.sprunginvestment.com/download-free-special-report/
Page 54: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

(After)

Sprung

Page 55: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

The Offer

Page 56: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

The Landing Page (poor scent)

Back button!

http://www.rbcroyalbank.com/dms/pba/signature-no-limit/offer-d-b.html?tab=snl&utm_expid=83329685-1006.0NKGjB5wTHm1Iy-S7tZQcg.1&dclid=670360017&dclid=CNf99_6-9M0CFVOGaQodCI4PIA
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ImprovedScent!

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My accountant.

5

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This is bad.

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Trim the fat.

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Instant Win: Budget Allocation!

Who else wants 200 extra leads with less than 5 minutes worth of work?

Page 62: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

80/20 rule.

Keyword vs Conversion Report

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FACT: 10% population has dyslexia.FACT: 35% of entrepreneurs are dyslexic.The remaining dyslexics are actors. My

dyslexia.

6

Page 64: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online
Page 65: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

All businesses have blind spots.

Page 66: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Slice the info into smaller bite-sized pieces.

Page 67: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

$1.91 in ads

McDonald’s

Cost of Hamburger: $2.09Only 0.18 cents profitWant fries & coke with that?

Which is about $2Which costs them like 10

cents,keeping $1.90 profitIt’s like 10x the profit!

Page 68: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

ValueLadder

Price

Valuesubscription

Idea Source

Something Cool

Engage &Educate

Subscription

VIP expensive package

https://www.youtube.com/watch?v=791M9RO15jc
Page 69: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

eCOMValueLadder

Price

Valuefree + plus

shipping, deal

customers who bought this item, also

bought

Get them on a subscription

Crowdsource Sellers

Idea Source

Prime, Audible, etc

https://www.youtube.com/watch?v=791M9RO15jc
Page 70: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

SMBValueLadder

Price

Value6 Month Check-ups

Idea Source

FREE TeethCleaning

Whitening +6 month checkup

Retainer

Cosmetic

https://www.youtube.com/watch?v=791M9RO15jc
Page 71: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

B2BValueLadder

Price

Value

Idea Source

Checklist

Webinar + Software

VIP Workshop or

Conference

Continual Improvement

Program

Software

https://www.youtube.com/watch?v=791M9RO15jc
Page 72: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

How much money are you leaving on the table?

Page 73: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

It’s hard to see the trees from the forest.

Page 74: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

All peak performers have coaches.

Page 75: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

How my life experiences can 10x your online paid advertising

campaigns:

Self HelpAddiction

Success leaves footprints. Spy & shortcut to success faster!

Page 76: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

ActingCareer

Make your buyers your hero. Have unique story funnel per buying persona.

How my life experiences can 10x your online paid advertising

campaigns:

Page 77: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Attention is short. Have great ads that stand out.Kids

How my life experiences can 10x your online paid advertising

campaigns:

Page 78: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Make your website and landing pages intuitive.

OfficeDoor

How my life experiences can 10x your online paid advertising

campaigns:

Page 79: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Measure everythingand trim the fat.Accountant

How my life experiences can 10x your online paid advertising

campaigns:

Page 80: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

Success is achieved with repetition. Play the long game by offering little steps that your customers can take. Get a coach!

Dyslexia

How my life experiences can 10x your online paid advertising

campaigns:

Page 81: InboundCon 2016: How my addiction to self help books, my acting career, my children, my office door, my accountant, & my dyslexia have taught me everything I need to know to make online

SAY HELLOCoach Matthew HuntVP of Marketing & Sales @ Powered by [email protected]


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