The Four “Golden Keys” For Unlocking Impactful Marketing Messaging

The written components of your lead generation campaigns — ie. the words you write on ads and landing pages — are FAR more important than your campaign’s visuals or ‘design execution’. 

In online lead generation, the things you write — ie. your messaging — is ultimately what creates the connection between your customers and the value you provide.

Your messaging allows you to demonstrate that you understand your customers’ unwanted problems and desired outcomes. Your messaging allows you to highlight your points of differentiation and articulate irresistible marketing and sales offers. It allows you to showcase social proof and tell a compelling story about the desired end state your brand creates. And deliberate messaging can clearly communicate the unique benefits of working with your brand.

Impactful and persuasive marketing messaging is CRITICAL for any effective lead generation campaign. Weak, misaligned, or non-existent direct-response messaging will provide you with disappointing results… so it’s important to craft your messaging foundations before you create ads, landing pages, and other tactical campaign collateral. 

In this article, I want to share with you the four core questions (AKA “keys”) we ask when designing direct-response marketing messaging foundations for our clients… and I’ll also give you some additional questions to help you write sizzling, impactful copy.

Design is important too… 

As a quick caveat, please don’t get me wrong regarding design — your campaign’s visuals and ‘look and feel’ are very important too. Design conveys quality. Design contains hidden persuasion strategies. And colour choice, image choice, and design themes can impact the tactical performance of an ad or landing page. 

A great rule of thumb is to use the ol’ 80/20 principle: Focus 80% of your efforts on crafting intelligent and structured direct-response copy, and the remaining 20% on your design. An outstanding piece of marketing collateral will have very strong copy and design features. 

Introducing the four “Golden Key” questions

The process for creating effective marketing messaging requires a deep-dive into the minds of your customers. You need to know exactly what problems they have but don’t want. And you need to know what outcomes they want but don’t yet have. You also need to convey the unique benefits of the value you provide. By articulating these things, your campaign will cut through your competitors’ campaigns like a hot knife through you-know-what. 

Here are the four foundational questions we ask our clients before creating their core marketing messaging:

  1. What PROBLEMS Is The Buyer Facing?
  2. What PROBLEMS Do They Have With Alternatives To Your Solution?
  3. How Does Your Solution BENEFIT Them? (Make Sure You Include Benefits Your Competitors Cannot Claim)
  4. What OBJECTIONS Do They Have With Doing Business With You?

Here are some example responses to these questions, using our OWN customer type as an example:

1. What PROBLEMS Is The Buyer Facing?

  • Having trouble differentiating themselves in hyper-competitive industries
  • Google AdWords is far more competitive than ever before
  • Customers are more price conscious
  • Attracting too many ‘tire-kickers’
  • Don’t have enough hours in the day to focus on marketing and the core business
  • Their team is under-utilised, which is costing them money
  • Not enough sales opportunities coming across their desk
  • SEO results were good, but have fallen off the radar recently

2. What PROBLEMS Do They Have With Alternatives To Your Solution?

  • They don’t have time to learn the specialist skills required to do really well
  • They don’t want to ‘hand hold’ outsourced specialists at all times
  • Internal hires are expensive, hard to find, take a long time to train and rarely have all the skills required
  • Doing nothing isn’t an option – the business needs new clients / customers to grow

3. How Does Your Solution BENEFIT Them? (Make Sure You Include Benefits Your Competitors Cannot Claim)

  • A 100% done-for-you digitial marketing service
  • We focus on generating business outcomes (e.g. revenue and profits) rather than ‘fluffy’ metrics
  • An easy and affordable way to work with a full team of digital specialists (marketers, designers, copywriters, automation experts, traffic specialists, SEOs, etc.)
  • Flexible and strategic approach to achieving your business goals – no ‘cookie cutter’ strategies
  • We use a team of digital experts – not graduates clutching a ‘how to’ manual
  • Specialists in helping businesses with high-ticket products, complex offerings and long sales processes

4. What OBJECTIONS Do They Have With Doing Business With You?

  • “I don’t want strategy – I just want execution”
  • “using contractors is cheaper”
  • “you don’t know my business, you can’t write copy for me”
  • “how do I know you’re going to get results”

Here’s What We Create With This Information

Tactically, we use these four questions to create, for each client:

  • Their Unique Value Proposition (One of the first deliverables we create for most of our new clients is their Unique Value Proposition (“UVP”). If you’re not sure what a UVP is, check out this article here.)
  • Problem and solution statements, designed to create a connection with readers
  • Sizzling call-to-action copy, based on psychological hot buttons and pain points
  • Irresistible offers designed to ‘pull’ prospects towards a brand’s sales calls-to-action
  • Value-adding content (eg. blog posts or video scripts) designed to nurture prospects through their decision-making process

Break These Down Into Buyer Personas

Breaking your marketing strategy out into different buyer personas is a smart strategy too. This allows you to customise your problem/solution statements even further. 

For example, a first home buyer has a different set of problems when compared to an experienced property investor. Yes, they are both going to buy property: but they have different short term problems. 

By creating separate landing pages for each persona, you can address their unique short-term problems and position your solution relative to their unique desired outcomes. 

Simply ask the above four questions specifically for each of your different customer persona types.

17 Questions To Help You Laser-Focus On Your Customer Personas

Here are 17 more questions to help you craft sizzling, razor-sharp persona pages for your digital marketing: 

  1. What is their basic demographic information? (Age, sex, family status, employment)?
  2. What burning problems do they have, that they don’t want?
  3. What proximate benefits are they seeking, specific to your offering? A proximate benefit is a direct benefit resulting from a feature of your offering (eg. reduced marketing costs, higher quality leads)
  4. What ultimate benefits are they seeking, specific to your offering? An ultimate benefit is the way you improve your customer’s life (e.g. make more money, be happier, more successful, recognition, etc.)
  5. What objections might they have about engaging you?
  6. What problems might they have with *alternatives* to your solution?
  7. Why may *alternative* solutions be better than yours?
  8. What pre-conceived objections or risk-aggravators might these personas have?
  9. What are dominant emotional triggers used when conducting their decision making process?
  10. In other words, which emotion(s) motivates them to act?
  11. What are the most common questions they’d like to see answered?
  12. Do they share a common buyer’s language in your industry? Are there words or phrases they uniquely use?
  13. What pieces of information will solve problems instantly for them (AKA “Painkillers”)?
  14. What pieces of information will create desired outcomes for them (AKA “Vitamins”)?
  15. What will ‘make their damn day’ OR create a raving promoter of your business?
  16. What else do they uniquely like or follow online?
  17. Where do they hang out online? Facebook? Twitter? Snapchat? Email?

Additional Questions To Level-Up Your Copywriting

Use these 9 additional questions to extract the ‘ore’ required to refine your marketing messaging:

  1. What VALUE do you offer your customers, for free?
  2. What VALUE do you offer your customers, in exchange for their money?
  3. What VALUE do you offer uniquely, that you competitors do not?
  4. What skills, tools, or attributes (AKA your features) do you or your business have, and what result can they produce for your customers (AKA your benefits)?
  5. What desired outcomes can you create, and/or what situations can you help avoid?
  6. What experience do you have, in a quantifiable format? For example, years in business, number of cases completed, etc?
  7. What social proof (testimonials, reviews, ratings, or other forms of social proof) do you have?
  8. What accreditations and industry experience do you have?

Need help with your messaging? 

The above information is taken directly from our digital strategy workshop process. If your campaign or digital marketing isn’t as effective as you’d like it to be, and you don’t have the time or skills to craft effective marketing messaging, please contact us.

If we’re a fit to work together, you’ll be paired with a digital strategist who’ll (a) conduct a complementary Online Marketing Growth Session and (b) provide a unique and customised set of recommendations designed to help you reach your digital growth goals. Click here to learn more about our Online Marketing Growth Session.

The post The Four “Golden Keys” For Unlocking Impactful Marketing Messaging appeared first on Marketing Results.

The Top Five Problems I Find When Troubleshooting Online Lead Generation Campaigns

In this video, Digital Strategist Ben Sweetlove explains five common problems found in existing, underperforming lead generation campaigns.

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Video Transcript

Ben: In my position as strategist, I am in the fortunate situation where I get to peer under the hood of plenty of existing lead generation campaigns. So when a client comes on board with us, most times they will bring along with them the campaigns that they’ve been running in the past, whether that’s on their own, whether that’s via another agency or another consultant, I get the chance to take a look at them and troubleshoot them. So the clients come on board because they’re obviously not getting the results that they’re looking for and it’s now on to us to diagnose, troubleshoot, and then create those campaigns that do create those results. 

And over the years, and I have looked inside of dozens and dozens, probably hundreds of campaigns and that’s things like Facebook campaigns, Google Ads campaigns, sometimes LinkedIn campaigns as well, to just troubleshoot them and work out what’s going on. Over the years and via all of those campaigns, I’ve noticed a set of patterns or a pattern or a series of common problems that I find when I do troubleshoot those campaigns. And there are five and that’s what I’m going to talk about today. 

So this is going to help you if you are in charge of managing a campaign. If you’re a campaign manager, if you’re doing a tactical, in the trenches management of a particular campaign using landing pages, potentially using nurturing as well, then this will definitely help. Or if you are paying an agency or a consultant and it’s not working as you would like it to be, then this might help create a bit of a conversation. I definitely don’t want you to go and throw your agency on the fire as you can see here. But hopefully it should just spark a bit of a conversation to just ignite a troubleshooting process. So let’s get into it with these five common campaign problems. 

1. Inadequate Differentiation

Now, first of all, the first one is inadequate differentiation and the theory here is that it’s really, really difficult to market a business, to market an organisation if they are not differentiated or if they’re not unique. So let’s say you’re trying to sell a red car and you put it up against another red car, it’s going to be pretty difficult to successfully market that car. So the theory here is that you need to be differentiated in some way, that’s the core problem. And I see that a lot is that a lot of businesses will design a campaign which includes ad messaging, landing page messaging. When you compare that against their competitors, there’s not a whole lot of difference just via the copy and the words that they’ve written, there’s not much difference. So the problem here is that, well let’s look at the solution. The solution here is that we want to create points of differentiation in that campaign. Now there’s two ways to look at this. One is by going to the very, very roots, the very core of the business and saying, hey how can you be different? I understand that that is not always possible. A complete business revamp is definitely not always possible, but hopefully this creates a bit of soul seeking in your organisation if you’re a business owner. Maybe this does spark a bit of that internal review process as into how you can actually provide that unique value and unique benefits to your customers. 

If not, then what we do is we look at different ways in which we can reposition or reframe smaller points of differentiation. So that’s things like the types of customers that you provide value to. That’s how many years you’ve been in business, that’s your experience. It’s your expertise, it might be your IP or the process that you use to create this outcome. So we then take that and we massage that into messaging that sets you apart in your marketplace. So that’s really important, and that’s the first one. That’s probably the biggest one. That’s the biggest problem that I see is just inadequate differentiation. 

2. “Brochure” Marketing

Now the next problem is brochure marketing. And this is a phrase that I’ve coined for websites and landing pages that contain messaging that only talk about ‘what we do’, and I’m making the inverted comma sign with my hands here, ‘what we do’. So you go to a site and the site on the homepage says we do this, we do that, this is about us, this is our team, this is where we’re located. It’s really just like you’re flicking through a corporate brochure for the company or the organisation. In modern lead generation that is not an ideal. That’s not an ideal situation. What this is not doing is it’s not creating a connection with your prospects. Your prospects are just going to read about you, yeah okay, they’re going to be pretty uninspired unless you do something quite remarkable, chances are your prospects are not going to be inspired and there’s not going to be that connection created. 

The solution to brochure marketing is making your website actually more about your prospects than it is about you. So you want to talk about the problems that you solve for your prospects. You talk about the aspirations that you create or the dreams that you can make come true for your prospects and talk about the benefits of your offering, of your product or service because benefits are relevant to your prospects. Benefits are what it actually means to your prospects or to your customers. So by doing this and by flipping the script on that language and making your website and your landing pages more about your prospect, you are creating that connection. Because when your prospects read through those problems, when they can read through the problems that they’re experiencing in their mind, they have a bit of an ‘aha’ moment where they think, oh wow, this organization gets me, this organization understands my problems, it’s like I’m reading a page out of my diary.

And then when you can logically as part of the sales conversation on your page, as part of that direct response strategy, you then weave in your solution. And you weave in how you can make their dreams come true so to speak. So what you want to avoid is brochure marketing, avoid we do this, we do that, avoid that. But look that’s important, it’s important to have that to some degree. So you want to have an ‘about us’ page and ‘meet the team’ page, that’s good for indoctrination and that decision-making process. But I would not recommend that it’s your core strategy. You definitely want to have that direct response approach where your site is more about your prospects than it is about you. 

3. Landing Page Firepower

Now moving on to the next one is landing page firepower. And this is a pretty big one. A lot of campaigns. I mean there’s two parts to a campaign, right? When we talk about a paid traffic campaign, there’s two parts. There’s the traffic source, whether that be Facebook, Facebook advertising platform or Google ads, and then the landing page, so the place in which the traffic is meant to convert. And a lot of campaigns that I see, the first part, the traffic source is running well, you know, there’s not a lot of improvement we can do there. But what does an improvement is the strength of that landing page. And so that’s something to focus on, and that’s looking at things like pain points, hot buttons, offers, proof, friction, reducing friction to improve the strength of those landing pages. 

Now like I said before, your landing page has got to speak in terms of benefits and the language and the unwanted problems and desired outcomes that your prospects and customers are looking for, and you use pain points and hot buttons for that language. You want to have pretty strong offers. So gone are the days of just offering a ‘contact us now’ or ‘enquire now’ as an offer. That’s not really an offer at all. That’s just the way in which somebody can reach out to you. You want to give people an actual valuable reason for them to reach out to you and contact you. A free consultation or a free strategy session or something like that is a good bottom of funnel offer for a service, if you’re offering a complex service. Proof, that’s pretty straightforward, that’s having things like reviews, testimonials, case studies even on your site, and reducing friction. So you want to make it really, really easy for your prospects to convert via that landing page. Don’t have too many fields in your forms. Consider eye flow. You know, don’t have big blocks of texts, big chunks of text on your landing pages, and definitely use the word ‘you’ a lot. That’s a big one. People, they want to know how things are relevant to them. So use the word ‘you’ and things like that. So do what you change to reduce friction. 

4. Branding Vs. Direct Response

Number four is branding versus direct response. Now this is an attitude that I see often. A lot of clients and potential clients that I speak to they’re very married to their brand guidelines and their style guide. So they know that the direct response marketing isn’t as attractive as their branding. And so what they do is they stick with branding and I often see landing pages that visually look great, so they look nice, there’s been a lot of design execution involved in creating them, but they don’t have a very strong direct response strategy. And direct response is mostly language. It’s mostly the words on the page as opposed to the design on the page. So what I suggest is, I mean my response to that is that there is a happy medium. You can have direct response copy and strong branding. You’ve just got to tactically execute it, so if you’ve got the right language, you’re saying the right stuff, you’re using the right calls to action. And it’s overlayed or laid over the top of a great looking visual design execution. So that’s something to think about. 

So if you are very married to your brand, that’s fine. And this is the age-old debate of branding versus direct response. My response is that you can create a happy medium by far. It’s very, very possible. And the results are you know when it’s executed correctly, the results are even better because the page looks great. It sticks to your brand principles, it sticks to what your brand represents, plus you have that direct response stuff that’s pulling most of the weight. So that’s an important one. 

5. Inadequate Nurturing / Inadequate Qualification Of Traffic

And the last thing we have, inadequate nurturing or the inadequate qualification of traffic. And this is a big one as well. There’s the saying that you don’t ask somebody to marry you on the first date, well hopefully you don’t do that. Maybe you have maybe it worked for you, but that’s a general saying that you wouldn’t ask someone for a huge commitment in their first experience in dealing with you. You do want to have that nurturing process. So people particularly now the state of the internet, the way the people use the internet nowadays, people are very sceptical. There’s so much spam out there, there’s a fair amount of deception with spamming and hacking attacks and all that kind of stuff with data privacy. So people are sceptical, and people need more nurturing more now than ever. 

So that means that if you are running a landing page campaign, so a paid traffic campaign that is sending traffic through to a landing page and you’re asking for a whole lot of information up front or a whole lot of commitment up front and it’s not working, maybe you need to nurture, maybe you need to take a step back, offer something that is of lesser commitment. So it might just be offering some information up front, like a checklist download or a very short white paper or something like that, and then nurture them using email marketing so they get to know you. They know that you’re a trusted brand, they know that you know your stuff, they know that you can do what you say you’re going to do, and then you ask them for that commitment of whether that’s inquire now or a strategy session or whatever that might be for you. 

And then qualification of traffic that’s another one, you don’t want to send unqualified traffic to a landing page, you might as well tip your money into the bin. That’s very important, and that comes down to strong campaign management.

So those are the five, and once all five are knocked over in a campaign it usually unkinks most of the hoses, most of the blocked hoses. So if you are suffering from any of these, we’d love to chat with you. Request a growth session through the top right-hand corner. There should be a green button on our site to request that growth session, if you’re stuck, we’d love to troubleshoot them for you. And if so, I look forward to speaking with you soon. Thanks for watching.

If you’ve found this article useful, feel free to use these strategies in your own campaigns.

Or if you want to discuss a more tailored, “done for you” service (where we take care of your lead generation for you), then get in touch to talk more about your situation and how we can add value.


The post The Top Five Problems I Find When Troubleshooting Online Lead Generation Campaigns appeared first on Marketing Results.

11 Ways To Use Video In Your Online Lead Generation Campaigns

11 Ways To Use Video In Your Online Lead Generation CampaignsIn this video, Digital Strategist Ben Sweetlove explains eleven smart ways to use video to increase the effectiveness of your online lead generation campaigns.

In the above video, I’ll discuss the following 11 ways to leverage video in your online lead generation campaigns:

  1. Offer Explainers, on your landing pages
  2. Video testimonials
  3. Videos on your thank you pages, to promote the next step in your sequence
  4. Value-rich videos for your email nurturing sequences
  5. Animated gifs for emails, to give a preview of your video
  6. Video blog posts
  7. Apps like “Bonjoro” to nurture prospects
  8. Indoctrination videos
  9. Animated explainer video
  10. Email footers – containing link to a video
  11. Webinars

Video Transcript

Ben: Hi there guys. It’s Ben here. Now in this video blog post, I’m going to talk about 11 ways you can use video in your online lead generation campaigns. Now a quick caveat, I’m definitely not going to talk about recording techniques or camera types or software to use. I’m not going to talk about that sort of stuff. I am going to talk about how you can actually use the videos that you record in your marketing, in your digital marketing. So I mean, look there’s plenty of blog posts out there, just you know, run Google searches if you need video editing software, that sort of stuff. I’m not going to talk about that. I’m going to talk about how you can actually use it and leverage it to get better performance and better results from your Lead Gen Campaigns.

So let’s get into it. Now, first of all I want to start by debunking a bit of a myth. You can see on the screen here, the image on the left that I’ve chosen contains some pretty impressive lighting. Contains, looks like lenses there. There’s the white background screen. There’s the reflection filter thing on the floor on the left. You don’t need that stuff. You definitely do not need all of that stuff to record videos that you can use in your online marketing. And that’s takeaway number one that I want you to walk away with. You can record effective videos using the front-facing camera on your laptop using the front-facing camera on your smartphone. Or even if you get a tripod and a smartphone adapter, which just go to Harvey Norman or JB Hi-Fi or order it online. You can actually mount your smartphone on top of a tripod and that can be very effective as well for recording those videos. So that’s message number one is that you do not need a whole heap of expensive equipment to record useful value providing videos for your lead generation campaigns. That’s point number one.

And look, video is so effective at the moment, so effective when it comes to platforms like Facebook, like email marketing and even on your website as well. And I’ll talk through some places in which you can use video. There’s a saying that a picture says a thousand words. Video says so much more than that, because obviously you’re talking and you’re delivering a message. But there’s also nonverbal communication as well, which as you hopefully know, that’s more important than the actual words that you’re saying. There’s another saying that we buy from those we like and trust, and using video you can get your prospects to like you, they can have this connection in their mind of, okay, I like Ben, he’s a pretty nice guy just based on what I’m seeing on screen here. So that’s another benefit of using the video format.

So let’s get into it. And like I said before, these are definitely not, I’m not going to talk about software, I’m not going to talk about how to render videos, nothing like that. This is the actual ways in which you can use video to improve the performance of your Lead Gen Campaigns. And the first one is to do with the offers that you have on your website and in your digital marketing collateral. Now hopefully you have a series of offers as part of your nurturing process. You might’ve have a top of funnel offer, which could be to download a report, download a checklist, download a video series or something like that. And you may have a bottom of funnel offer, which could be a free consultation or some form of a fairly high engagement offer. I’d hope that you have landing pages for those offers. And that’s where we can use video to really just explain the benefits that your prospects are going to get when they take you up on an individual offer.

So let’s use an example of a bottom of funnel offer, which might be a free consultation. In your video it’d be yourself or somebody from your team on screen really just walking through the benefits of the free consultation itself. So make it very natural, very organic, and make it as if you were just explaining to somebody that you just met the reasons why they should take you up on that offer. So definitely talk about benefits? Definitely talk about the problems that you’re going to help your prospects overcome? Definitely talk about the aspirations that you can make come true, that you can bring to life as part of your offer. So, really drill down into those benefits and hopefully you’ve addressed those in the copy on your page, if you haven’t, then there’s a pro tip. And really just make it a 60 to 90 second, it doesn’t have to be too long. 60 to 90-second video that just talks about those benefits, talks about your prospect’s desire and state, it welcomes them onboard, says yeah can’t wait to chat with you. Demonstrate your enthusiasm to get them to request that particular offer.

Now when you’ve recorded that video, you can mount it on YouTube, you can upload it to YouTube that doesn’t cost you anything, and you then place it on your landing page in the top splash area. So that’s a pretty good one. I’m a big fan of dropping my iPhone onto a tripod and I’ve done this in the past. I do it quite a bit to record videos like that to complement those offers.

So number two video testimonials, this is another good one. Now a video testimonial is basically a recording of say if you have some happy clients or happy customers, it’s really just them talking about their positive experience with you and your business. Now video testimonials are almost like the holy grail of marketing collateral. I ran a campaign once for a client using a video testimonial on Facebook, it was a cold traffic campaign. So by that I mean we were sending cold traffic, traffic who had never heard of my client before. They were seeing this video testimonial, then they were seeing a landing page with a call to action. So it was a cold traffic campaign, and this particular video testimonial was the highest performing ad and the lowest cost per conversion and the highest conversion volume of all time. So you know they’re very powerful when you use them in your paid traffic campaigns. And much like video number one does not have to be long, it can be 30 seconds, it could be one minute. Just have a very happy customer explaining their positive experience with you.

So you can use them in Facebook campaigns. I definitely recommend that you add them to your website and use them in email marketing as well. You can just send a link in email marketing, which I think is one of the points to follow. So video testimonials are very good. And the example I gave before, my client literally said, hey, would you mind if I recorded a quick video testimonial? The client was fine with that and he held the phone up in front of him and he used the back camera on his phone to record that video testimonial. There was definitely no lighting involved. He didn’t even have a tripod. There was no sort of fancy production. It was just them recording their testimonial and that was it. And I think that that certainly is a positive quality, because it makes the testimonial a whole lot more real if it’s recorded without a tripod quickly and on the go. So I think there’s something to say for that.

Number three, adding videos to your thank you pages to promote the next step in your sequence. Now hopefully you are using thank you pages, and a thank you page is the next page that somebody sees after they request one of your offers. So say if someone requests a checklist that you’ve got, as soon as they hit submit on the form, the thank you page is the next page they’re going to see. And a thank you page it achieves a number of things, it allows you to run tracking in Google analytics. And you can also explain it on the message. You can say, one, thanks for requesting, please check your email inbox or if the thank you pages for a free consultation. The first message would be, thank you for requesting the free consultation. A member of our team will contact you shortly.

Now what I would suggest here is you actually add a video to that thank you page to the thank you page itself to one, you know, welcome them and say thank you for requesting whatever they’ve requested and then two talk about the next step. So that might be, you know, a member of our team is going to call you in the next five minutes to book in your session. On behalf of the team welcome to whatever your business name might be, we can’t wait to help you. And then just reaffirm them that they’ve made the right choice in reaching out to you. It’s that sort of stuff that will assist your sales process. If your prospects could see, oh, these are nice guys, they care about my desire and state. They’re committed in achieving the outcome that I want to achieve, that is going to really help you. It’s a 60 second at most video that can do quite a lot of heavy lifting when it comes to that decision-making process that goes on inside the mind of your prospects.

Number four, value-rich videos for your email nurturing sequences, this is a good one. Much like the video that I’m recording now, this will be used in our email nurturing sequences for marketing results. So you could record a 10-minute mini Webinar that talks about a particular topic, that demonstrates your thought leadership and your expertise. A mini-webinar is a pretty good format. Then email them to your email list. And that can either be via a manual broadcast or as part of an automated sequence. That’s another really good format.

Number five, animated gifs for emails. This is a good one. Now, an animated gif, you’re probably familiar with what an animated gif is. It’s like an image that moves, it’s not a video file. It is an image file, but it looks like a very short or very small video. And if you’re not sure what it is, just do a quick search for animated gif and I think you’ll quickly understand. What you can do is use video software, and once again you can Google this and find this, there are quite a few different software tools that do this. You can convert your videos or short clips of your videos into animated gifs. And what you then do with those animated gifs is you add them to an email. So you may or may not be aware that when you send an email, you can’t embed a video in that particular email. It’s just the way that email works. You can’t watch a video from there, but you can embed an animated gif, and that allows you to get a bit of a preview of the video that you’re sending out. So you can make it so that whenever the reader clicks on the animated gif image, it takes them through to your actual video page itself. But it’s good for increasing that click-through rate. So it shows people that there is actually a video, they click on it and then they watch the actual video itself. So this is a good little hack that you can use to increase the click through rate of your email broadcasts.

Number six, video blog posts. Much like this one that I’m recording now, you can record video blog posts. The written format or written blogging is quite challenging for me because I don’t have a lot of time to sit down and actually punch out a long format blog post. So I like to record videos like this where I just talk to a screen, I’ll get this transcribed and you know, hey, Voila, there’s my video blog post. So this is a good one. So if you’re like many of the business owners I speak to when I recommend a video, they’re like, oh, I don’t really want to get in front of a camera. That’s fine. Just do this. Knock up a PowerPoint presentation or keynote or whatever you use to record these, you know, record your slides and just do what I’m doing now. Use a screen capture software to record yourself talking to a presentation.

Number seven, apps like Bonjoro to nurture prospects. Now Bonjoro is a neat little tool and I’ll explain the context. Say if you have a sales pipeline and you might have 30 prospects in your sales pipeline who are using a platform like Salesforce or Infusionsoft to manage that pipeline. What Bonjoro does is, it allows you to record custom videos, short custom videos for each of those prospects. And Bonjoro handles the whole delivery process.

So say if you have prospect number one, that’s John, prospect number two, that might be Sarah. What you can do is you can record a very quick video using the Bonjoro platform. It’s either on your phone or on your computer. Say, hey John, great to chat with you the other day. Just following up on our conversation, please let me know if you have any questions. Cheers. You then send that using Bonjoro off to John and then you record the next one to Sarah. Hey Sarah, good to chat with you the other day. Did you have any questions on the XYZ thing that we discussed, please let me know. Cheers, Ben. Bonjoro will then send it. It’s a 30 second video that is personalized to the prospect that really gives them a bit of a warm and fuzzy feeling on the inside thinking, okay, Bens just recorded me a video asking how I’m going, following up, that kind of stuff and that can really bolster the performance of your sales pipeline. So Bonjoro’s great. You can Google it. I’m sure there are other alternatives as well. This is just the one that I’ve heard of. Take a look at apps like that.

Number eight, we have indoctrination videos. Now indoctrination videos are things like meet the team, about us, behind the scenes, team member profile, where your prospects can watch a video and learn more about your company, your company’s values, the people inside your company, how you do what you do behind the scenes, that sort of stuff. Once again, you can record it using the camera on your smartphone. And these types of videos can go a very long way when it comes to the whole concept or situation where your prospects like who you are. If they can see that you’ve got fun, happy people working behind the scenes, that can really be a point of differentiation when compared to your competitors. So indoctrinated videos are really powerful.

Number nine we have an animated explainer video and I think this one is pretty straight forward. You can go to places like Fiverr or Upwork for an inexpensive explainer video, up to custom video development houses who will charge you $100,000 to create an explainer video. And these can be used in a multitude of situations. They can be used on Facebook, they can be used on Twitter, they can be used as part of organic or paid campaigns. You can use them in your email marketing, you can use them as part of your sales process. Definitely use them on your website. And really what they do it’s just a neat way of explaining the value you provide and how you’re different fundamentally. And this can be a good way to sort of create almost like a TV ad without needing a TV ad budget.

Number 10, using or adding a link to your videos in your email footer. Now a good example of this is, jumping back to point number one with having those videos on your offer landing pages. What I would suggest is if you have a bottom of funnel offer, which is the start of your sales process, it might be a free consultation. I’d suggest having a link to a video that talks about your free consultation in the footer of every automated email. Now that video, I would suggest, you know, that it’ll be 60 to 90 seconds in length and no longer. And plaster that in as many places as you can in your automated emails, because you want as many people as possible watching that video to learn about the value that they’re going to get when they take you up on that bottom of funnel offer or that free consultation. For extra points you can add a little video image screenshot like a little thumbnail, so people could actually sort of get a short preview of what they’re going to see.

And then lastly, we have webinars. And this is an obvious one. Webinars are a great format for communicating value and weaving in a sales message. So you can essentially show, not sell. There are lots of different platforms you can use to launch and display webinars. And there’s number of formats as well. There is a format like this where it’s just like a PowerPoint or a keynote presentation, or it could be yourself on screen. The whole directive or the purpose of a Webinar is to one, provide value, so solve a problem or create a desired outcome for your prospects. And then you can do some selling. So then you can talk about what it is that you’re selling, whatever that call to action might be. So webinars are much like this video post, but they’re a lot longer, sort of 45 minutes or so to an hour, depending on content. But they can be a very, very effective tool when you used correctly in your sales process.

If you’ve found this article useful, feel free to use these video strategies in your own campaigns.

Or if you want to discuss a more tailored, “done for you” service (where we take care of your lead generation for you), then get in touch to talk more about your situation and how we can add value.


The post 11 Ways To Use Video In Your Online Lead Generation Campaigns appeared first on Marketing Results.

21 Mobile Landing Page Optimisation Best Practices For 2019 (With Free Wireframes)

What’s the best way to optimise mobile landing pages like a boss in 2019?

Most marketers used to treat mobile traffic as an afterthought… but those days are long gone.

As much as 52% of global website traffic now comes from mobile devices, as this graph shows:

Percentage of mobile device website traffic worldwide

But here’s the thing:

Even though mobile traffic may account for more than half of your total visitors, optimising your website for mobile visitors rarely gets enough attention.

So if you’re looking for ways to convert mobile visitors into paying customers, you’ll love this post.

I’m going to share 21 best practices to help you generate more leads from mobile visitors.

Why Mobile Matters

Mobile devices have changed the way customers behave online. Just check out these mobile trends:

  • In 2014, mobile accounted for 34% of Google searches.
  • This year, mobile searches are above 60%+
  • 65% of Google Ad clicks come from a mobile device
  • The average click through rate (CTR) for mobile users is almost a full percentage point higher than desktop users

These trends are having a real impact on businesses like yours…

Check out how visitor device usage has increased for these two Marketing Results clients.

Both have seen mobile visitors go from their secondary to primary traffic source:

Mobile has now overtaken desktop as the primary platform for web visits

So if mobile traffic is a big deal, now let’s look at what NOT to do, before discussing how to do it right…

Common Mobile Landing Page Mistakes, With Examples

Let’s take a look at some real-world examples…

Here are a few companies are bidding on keywords like “Mortgage Broker Sydney”, “Mortgage Broker Melbourne” and “Mortgage Broker Brisbane”.

(Side note: we didn’t click on their paid ads. We used a preview tool to view these pages 🤓.)

At click prices of $15 per click or more, these terms aren’t cheap, so it’s important to maximise conversion rates.

Mobile Landing Page Review #1

What It Does Well…

  • Strong Brand Name & URL.
    At a glance it’s clear what they do and who they serve.
  • The Page Is Mobile Responsive.
    The form has large fields that extend the full width of the page. And the navigation is collapsed into a sandwich menu.

Areas For Improvement…

  • You Still Need To Persuade.
    There are no features, no benefits and no offer whatsoever here. If I were in the research phase of the buyer’s journey, I would click the ‘Back’ button immediately.
  • There’s No Click-To-Call Option.
    The website should at the very least have a click-to-call option in the header. This is the easiest way to start buying conversations with prospects that are ready to act now.
  • The Messaging Is Incongruent.
    The “australian office” header is weird. It’s unusual in the context of a mortgage broking business. It doesn’t give me confidence I’m in the right place.
  • There’s No ‘Scent’ From The Ad.
    It would be better to align this page with the ad. For example, by mentioning the location I searched for  and identical benefits to the ad copy.
  • The Form Fields Are Vague.
    I’m not sure whether I should input my first name AND last name. And I’m not sure if they want my current postcode or the postcode I’m interested in buying in.

Above-The-Fold Mobile Review #2

What It Does Well…

  • They’ve Included A Value Proposition.
    They spell out the specific benefits the prospect will receive from engaging their services.
  • The Fundamentals Are Covered Above The Fold.
    They’ve included a click-to-call number, headline, benefits, call to action and web form above the fold.

Areas For Improvement…

  • The Offer Is Too Vague.
    They don’t do a good job of setting expectations. It’s not apparent where the appointment is held, who it’s with or how it’s delivered (e.g. phone, online, face-to-face).
  • There’s No Consistency With My Search Term.
    Again, this page feels like a ‘catch all’. There’s nothing on this page to show a broker in my area will receive my enquiry.
  • The Form Is Difficult To Complete.
    The form fields are narrow, the help text is small and grey text is almost impossible to read, let alone complete.

Above-The-Fold Mobile Review #3

What It Does Well…

  • Some Mobile Basics Are In Place.
    They’re using a sandwich navigation to save space. And they have a click-to-call phone number.

Areas For Improvement…

  • There’s No Value Proposition.
    They focusing on “price of entry” benefits. Any mortgage broker could make the exact same claims.
  • There’s No Call To Action.
    It’s unclear what the prospect should do next or why they should do it. There should be a clear, compelling call to action above the fold.
  • The Responsive Design Feels Clunky.
    The layout, font size and low contrast on this website make it hard to read.

Free Template:

Best Practice Mobile Site Wireframes

Take the guesswork out of building high-performing mobile landing pages.
Swipe this framework to convert more mobile visitors into paying customers.

Free Instant Access

No Email Address Required

21 Mobile Landing Page Optimisation Best Practices (With Examples)

High-converting desktop sites don’t always translate into effective mobile sites.

Both share the same persuasion fundamentals, but the execution is different.

Here are 21 best practices that are likely to boost your mobile conversion rates and help you convert more mobile visitors.

I have used examples from BrokerEngine, an automation software provider for Australian mortgage brokers.

You can view their full mobile page side by side with their desktop page by clicking the above image (opens in a new window).

Maximise Real Estate In Your Top Banner

  1. Keep Your Logo Compact.
    Most responsive themes default to a full-width logo on mobile devices. Reduce the size of your logo to maximise valuable space above the fold.
  2. Include A Click-To-Call Phone Number.
    Click-to-call lets you fast-track buying conversations. (According to Google, 49% of consumers said it was important to be able to call a business when making a purchase.)

Simplify Navigation With A Mobile Menu

  1. Use A Sandwich Icon.
    The sandwich icon (☰) converts multi-level menus into a thumb-friendly format. This makes it easy for users to find the information they need.
  2. Use Simple and Clear Menu Labels.
    It should be clear what users can expect on each page before they click. Structure pages into logical hierarchies so users can find what they need fast.
  3. Test A Persistent Header.
    This makes it easy for visitors to navigate to key pages without having to scroll all the way back to the top of a page.
  4. Add A “Sticky” Call To Action.
    Persistent call-to-action buttons allow users to act immediately without scrolling.

Optimise Above The Fold

  1. Redesign Your Splash For Mobile.
    Key elements (e.g. headline, value proposition and call to action) should be above the fold on mobile devices.
  1. Place Your Value Proposition Above The Fold
    Every business needs a compelling value proposition. Tell visitors what makes you different and why they should choose you. Focus on ‘point of difference’ benefits that your competitors can’t claim.
  2. Use Thumb-friendly Buttons.
    Use over-sized, high-contrast buttons that users can tap without zooming.
  3. Use Mobile-Friendly Popup Forms.
    Use button-triggered popups to eliminate distractions and maximise conversion rates.

Here’s where you can find more above the fold website optimisation examples.

Free Template:

Best Practice Mobile Site Wireframes

Take the guesswork out of building high-performing mobile landing pages.
Swipe this framework to convert more mobile visitors into paying customers.

Free Instant Access
No Email Address Required

Be Deliberate About Content & Layout

  1. Lay Out Headlines, Images and Text For Mobile.
    Most mobile landing pages use a single-column layout. If you use dual columns or a sidebar, you’ll need to consider the most appropriate order to show each element.
  1. Truncate Or Remove Select Elements.
    Review what information is shown on your mobile landing page. Remove irrelevant information and consider letting users hide/reveal extended sections of text.
  1. Rearrange Layout To Fit.
    Improve the user experience by restyling or repositioning elements for mobile viewing.
  1. Add A Final Call To Action.
    Scrolling can be tedious on a mobile device. Add a relevant call to action at the end of each page so users don’t need to search for next steps.

Make It Easy To Take Action

  1. Specify the best Mobile Input Type.
    Mobile keyboards are one of many ways to input information. Consider the easiest way to capture prospect details. This might include alphanumeric keyboard, number pad, sliders, buttons, etc..
  1. Use Oversized Input Fields.
    Reduce the need to pinch and zoom. Use oversized, full-width input fields.
  2. Only Collect The Information You Need.
    More fields usually translate into lower conversion rates. Only collect information relevant to the offer. For example, don’t collect phone numbers if the user is requesting an online resource.

  3. Use Real-time Validation Rules.
    Don’t wait until a user submits a form to tell them their response is invalid. Use validation rules to verify the formats of phone numbers, emails and other inputs in real time.

Think “Mobile First”

  1. Optimise For Speed…

    1. Lighter Images.
      Compress all images and use appropriate file types to reduce load time and increase page speed. (Recommended tools include TinyPNG or Smush.)
    2. Optimise For Speed (Lazy Loading).
      Use “Lazy Loading” plugins to load sections of the page as users scroll. This means smaller increments of the page load at any given time, increasing page speed.
  2. Track Mobile Traffic Separately.
    Create separate Google Analytics Views for mobile and desktop/tablet traffic. Often the usage behaviour is so different that it warrants analysing them separately.
  3. Mobile-Specific Optimisation.
    Desktop and mobile users behave very differently. When you combine desktop and mobile tests, the upside of one channel may cancel out the other. Mobile-specific split provide clarity and certainty around conversion-rate changes.

What To Do Next

Implementing these 21 best practices for improving the conversion rate of your mobile landing pages is the surest way to win more business from mobile visitors.

  • If you want more ideas and a proven framework to strategise, plan or execute client-getting campaigns, download a free copy of  our Digital Growth Strategy Map.
  • If you’d like personal help to uncover and prioritise the growth opportunities in your business, request a Free Growth Session with a Senior Digital Strategist.

The post 21 Mobile Landing Page Optimisation Best Practices For 2019 (With Free Wireframes) appeared first on Marketing Results.

5 Killer “Above The Fold” Teardowns You Can Use To Win More Clients

Above The Fold Optimisation Feature Image

You already know first impressions are important. And there’s nowhere more important than the “above the fold” area on your homepage.

Scroll Tracking Heat Map
According to eye-tracking studies by Jakob Nielsen, visitors spend 80% of their time above the fold.

Above the fold is the area that is most likely to get read, and hence, the most likely to grab someone’s attention. In fact, an eye-tracking study by Jakob Nielsen suggested that 80% of visitors spend their time above the fold.

That’s why simply optimising your User Experience (UX) above the fold can be so impactful to your results.

In this article we’ll look at some above the fold website examples from some recent projects, plus give you some underlying principles you can use to optimise this super-valuable real estate on your own site.

Try This Quick Above The Fold Audit

Open up your homepage – no scrolling. Now put yourself in the shoes of your ideal client, and ask these 3 questions:

  1. Where am I? (What sort of business / website is this?)
  2. What can I do here? (How can I take action to get value?)
  3. Why should I do it? (Why should I act?)

If you struggle to come up with compelling answers to any of these questions, chances are you’re leaking customers… and sitting on a golden opportunity.

5 “Above The Fold” Website Examples (And Why They Work)

I’ve applied the same three-question exercise to five recent Marketing Results clients so you can see how this applies to various real-world businesses…

Example #1: Territory Homes

Territory Homes Above The Fold Optimisation

Where am I?

1. The tagline below the logo makes it very clear what Territory Homes do and who they serve (i.e. home builders in Darwin).

2. The explainer text below the headline elaborates on their expertise and target audience (i.e. “helping Territorians get the exact home you desire – expertly crafted for Territory conditions”).

What can I do here?

3. Visitors can learn more about building a new home via free resources.

4. Or they can “enquire now” to speak to an expert and start the home building process.

5. They provide a simple, declarative menu – it’s clear what each item would point to.

6. They also provide a phone number where visitors can contact them directly.

Why should I do it?

7. They promise you’ll “Get the home you really want without compromising…”, which implies that other solutions require you to choose between style, quality or cost.

8. They have 31 years’ experience.

9. They provide three key Differentiated Benefits:

9.1. They specialise in building homes for “Territory conditions”, which suggests most homes are not built for the extreme weather of the region.

9.2. They provide a “On Time Completion” guarantee to overcome the common concern that the build will run over-schedule and lead to additional costs.

9.3. They promise “no hidden extras or nasty surprises” to put first-time home builders minds’ at ease.

Example #2: Above The Fold Optimisation

Where am I?

1. The pre-header and headline make this extremely clear. is “an authorised marriage celebrant” offering “warm and wonderful ceremonies”.

2. The logo (with “CELEBRANT” in clear type) and the navigation (with “About My Celebrant Services”) are persistent elements that reinforce the key offering.

What can I do here?

3. You can learn more about celebrant services – particularly about what makes Heather different…

4. Or you can get in touch with Heather to “get started” planning your own ceremony.

Why should I do it?

5. She’s an authorised marriage celebrant, so her qualification is recognised.

6. The key benefits are:

6.1. The ability to customise your ceremony.

6.2. The done-for-you aspect of the relationship (i.e. “I design and write everything for you”).

6.3. Visitors might not have even considered how “warmth, light and fun” can fit into their ceremony. This further positions Heather as an expert.

Example #3: Tuff Turf

Tuff Turf Above The Fold Optimisation

Where am I?

1. The subhead positions Tuff Turf as “Australia’s Favourite Synthetic Turf” company.

2. This is reinforced by the “Tuff Turf” brand name itself, containing an implied benefit (i.e. it’s more hardy than conventional turf).

What can I do here?

3. This site is primarily focused on buyer education (with the Planning Guide, Gallery, Installation process, etc.).

4. The major “commercial” call to action is to direct consumers to their closest Bunnings Warehouse to purchase. The goal here is thus to pre-educate the prospect to select Tuff Turf at the point of purchase.

Why should I do it?

5. The ultimate benefit is front and centre: “Get Your Weekends Back”. While cost and quality are obviously important factors for the purchase, ultimately it’s the lifestyle perks that come with having a low-maintenance lawn that are most appealing to many buyers.

6. They make good use of Differentiated Benefits below the header:

6.1. “Looks like real grass” – most artificial turf does not.

6.2. “Loved by designers and tradies” – if experts love it, you will too.

6.3. “Fast installation” – which is not the case for all solutions.

Example #4: Designer Sheds

DesignerSheds Above The Fold Optimisation

Where am I?

1. Almost every element here reinforces the fact that this is a custom shed manufacturer that offers a free custom shed design service.

1.1. The brand name: Designer Sheds

1.2. The tagline: “Your perfect shed, guaranteed”

1.3. The headline: “Who else wants a premium, custom steel shed…”

1.4. The subhead: “…every steel shed we make is customised…”

1.5. The offers: “Free shed design guide” and “Free design and quote”

What can I do here?

1. That make a big, bold promise that you can “get a shed customised to your exact width, depth and height requirements delivered onsite for no more than the cost of a stock-standard shed…”.

2. There are two ways you can do that:

2.1. Request a “Free Design & Quote”.

2.2. Downloading the “Free Shed Design Guide”.

Why should I do it?

3. The Big Idea here is that you can get a premium, custom steel shed, for a standard shed price – more value for less money.

4. They provide three unique promises:

4.1 “Rock-solid quality” – to pre-empt the objection that the quality must be lower if the price is so competitive.

4.2. “Unique triple guarantee” – they don’t elaborate on this above the fold, but suffice to say, they’re making a bold promise to customers.

4.3. “100% Australian Steel” – to once again dismiss objections about quality and too-good-to-be-true concerns.

4.4. They provide two ultra-consistent, valuable ways to take action: “Free shed design guide” and “Free design and quote”.

Example #5: JetConvert

JetConvert Above The Fold Optimisation

Where am I?

1. The headline, explainer text, bullets and call to action elements all emphasise JetConvert’s Xero conversion services.

2. Australian visitors can be confident they’re in the right place because they have featured the country name in the primary navigation.

3. They assume the visitor knows what Xero is, has identified the need to transition to Xero and knows that it is typically not a simple process.

What can I do here?

4. They can get assistance transitioning their data from another accounting platform to Xero.

5. They can learn more about the conversion process via free resources (especially the Free Checklist).

6. They can begin the conversion process by uploading their file.

Why should I do it?

7. Speed and Simplicity: Because it’s “the fastest and simplest way” to do it.

8. Peace of mind: Their solution is trusted by 40,000+ industry professionals, which serves as compelling social proof.

9. Unique mechanism: “advanced formulas and processes” to dramatically simplify and accelerate an otherwise complicated and time-consuming process.

10. Reassurance for even difficult or edge cases: e.g. “100+ sophisticated conversion features” and “Custom built systems to handle unusual accounts and outliers”.

Over To You

Optimising your “above the fold” section often provides valuable quick wins. Doing this is usually one of the first steps in our Growth Advisory process.

If you need help strategising, planning and executing any client-getting campaigns that explode revenue and profit, a great place to start is our Free Digital Growth Strategy Map.

The post 5 Killer “Above The Fold” Teardowns You Can Use To Win More Clients appeared first on Marketing Results.

Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel

Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel In this video, Digital Strategist Ben Sweetlove explains his process for identifying and improving the effectiveness of a multi-step lead generation funnel. If you’re responsible for lead generation in your organisation (or you’re the one paying for Facebook or Google Ads), this video is for you.

Video Transcript

Ben: Hi there guys, it’s Ben here. Now, in this quick session, I’m going to talk about the growth hacking process or the process I follow when I want to improve the performance of a lead attraction and nurturing funnel. So if you’re using Facebook advertising or Google Ads, formerly Google Adwords, to send traffic through to a landing page then this will hopefully provide value to you. So this is the process that I go through with most of our new clients if they are advertising already when they come on board, just to make sure that they’re getting the best performance from their advertising budget. I know you’re probably busy, so I’ll get right into it.

Now, this growth hacking process, really, there’s two goals: One is to review and improve the performance of a page traffic campaign, ultimately to improve a campaign’s return on adspend. There’s two core parts to this process, one is a page traffic source. For example, Google Ads or Facebook ads, but this could also be relevant to Twitter advertising or Instagram or any other LinkedIn Ads, something like that. It’s the same theory, and hopefully you’ll understand what I mean by that. And then secondly, landing pages or just an action website, where the page traffic is being sent to. So those are two core parts here, and when I use this process, like I said before, when a new client starts or when an existing campaign starts to decline in performance, which does happen from time to time for a number of reasons, so really this is the process that I go through during that troubleshooting or that triage stage.

So let’s get in to it. Now, what I’ve done is I’ve created bit of a model so I can explain really how this works. The first step is to gather all of your data so you can build them in to a model of how it works, how the campaign is actually working in real life, and there’s a couple of things going on here. So we have at the top of the funnel, we have a top funnel of our landing page and let’s say that you’re getting 3000 visitors with an average prospect click of about $2, which means you’re spending 6k, let’s say this is a month. Moving down the funnel, the use of account as a subscriber, they then add it to an email list and assuming that you’re sending emails regularly to your list and you’re nurturing that list, you’re going to naturally send users through to your bottom of funnel offer landing page and that’s more often than not, that’s a free consultation. Let’s say that a user requests that free consult and then your sales process kicks in and the user purchases. So this really is a traditional top of funnel to bottom of funnel process, and we have some numbers here.

Like I said before, 3000 visitors, if they are converting at 6% on that landing page then you’re going to get 200 subscribers or soft leads. Let’s say that 25% of those are nurtured via your e-mail list and then visit your bottom of funnel offer landing page, so you get 50 visitors. Now, let’s say that your offer converts at 20%, which means you’re going to get 10 consult requests and let’s say that your sales process converts at 40%, which means four sales. So automatically by visualising this campaign hierarchy and this ecosystem, we can see in numbers how that funnel is actually working. So 3000 visitors, converting to four sales via the journey that you can see here. So, let’s say, as part of our optimisation process, we improve the conversion rate of that top of funnel offer landing page. So let’s say that this was 6%, but we can, by doing landing page testing, get it up to 8%. What that means is that we are going to have 240 subscribers now coming from that spend, so if I just scroll back, it was 200. If we do that optimisation and the landing page testing, then we’re going to get 240. Now, that’s going to have a knock-on effect. Assuming that these conversion rates stay the same, we’re now getting 4.8 sales, which is an increase of 20% on the bottom of funnel matrix, which is pretty good, which means our cost per sale if I just jump back to step one, so $1500 per sale to start with.

Scrolling down to step 2 just by improving this by 2%, we’re dropping our cost per sale down to 12.50. So it’s pretty good, bump it. So that’s step 1. And really what I’m doing here – and I’ll explain this when I get to a later slide – is I’m looking at the lowest-hanging fruit. The smallest change is going to have the biggest change in performance essentially or the highest leverage change. And by starting at the top of the funnel, we can then influence that funnel sequentially or gradually.

Let’s move on to step 3 now and let’s say that we have another landing page here. This is converting at 20%. Let’s say we run a landing page test and we bump it up to 30%. What that means, once again assuming that all matrix remain the same, we can now get 7.2 sales for that spend or a cost per sale of $833.33, which is pretty good. Now, once again, scrolling down, let’s say that we reduce our cost per click by 25% so that we do some smart campaign management and we get that now down to $1.50, so if I just scroll back up one, that’s just $2 there. If we can get it now down to $1.50, it means that we’re going to get 4000 visitors for our spend of 6 grand, which assuming all of these remain the same, we’re now going to get 9.6 sales at a cost of $625 per sale. What this ultimately means is that two landing page tests, so this is, a landing page test can take 15 minutes to set up if you use the right tools and you’re testing the right stuff. And I’ll talk about what to test in a minute. And in smart campaign management say you want to have someone that knows how to optimise Facebook or Adwords or whatever campaign platform you’re using to reduce that cost per click is going to increase sale volume by 140% while decreasing 58%, this is the matrix that I got just by conducting those three tests and I mean look the campaign manager is not really testing. Yes, this testing involve, but it’s all about how to improve the quality of that traffic, which means 5.6 extra sales for the same investment in traffic, which is also what I like to call a slam dunk.

If you’ve found this article useful, feel free to follow my approach in your own campaigns.

Or if you want to discuss a more tailored, “done for you” service (where we take care of this for you), then get in touch to talk more about your situation and how we can add value.


The post Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel appeared first on Marketing Results.

Lead Generation Campaign Pre-Mortem: How To Ensure Your Campaign Is A Success

If you’re spending money on Facebook or Google (or any paid traffic platform, for that matter) to generate leads, let me explain an in-depth process to make sure your campaign doesn’t end up in an early grave.

Step One: High-Level
Campaign Requirements

Before we begin, let’s clarify a few key things you need to consider when planning your lead generation campaign.

From a psychological perspective, your prospects will enquire with you when they feel comfortable that:

  1. you UNDERSTAND their situation in-depth 
  2. you can solve their problem or achieve their desired outcome, better
    than anyone else available to them
  3. the value you’ll provide will outweigh their investment in time and money (they’ll feel you’re ‘worth it’)
  4. you’ve solved their problem before, and can do it again for them
  5. they like and trust you

An effective lead generation campaign will create ALL of the above situations, via ad creative and landing pages.

Make sure the following things are
occurring to ensure your ads and landing pages convert your traffic:

  • You have a strong and unique offering in your market… and your “Unique Value Proposition” (explained in the next section) is carefully communicated 
  • Your offers are compelling, and you’re using them at the right parts
    of your buyer’s journey (also explained below)  
  • You’re using the strongest/most appropriate emotional triggers 
  • Your landing pages provide enough information to cater for your prospect’s level of awareness 
  • You are catering for prospects who want to engage you NOW and prospects who aren’t ready yet (Hint: this is where you nurture via email)

Step Two: Differentiation — Adding Natural Strength To Your Campaign

You need to make sure your campaign’s
messaging contains strong differentiation against other players in your space —
in other words, make sure you:

  • Describe the benefits you provide your customers (ie. how you change their lives for the
    better), and explain how you are DIFFERENT,
  • Speak directly to the desired outcomes of your prospects,
  • Speak directly to the reader, in their own terms, using “you”
    language, instead of using only “we” or “I”,
  • State your claims from a customer’s point of view, and solve a
    problem or provide an outcome they don’t yet have,
  • Demonstrate PROOF that you can make true of your claims,
  • Demonstrate unique data points that separates you from your
  • Address core emotional triggers,
  • Demonstrate that you “get” your customers (you “understand” them)
  • Make it 110% clear that you are THE #1 LOGICAL CHOICE to the
    prospect, and
  • Contain a guarantee and/or elements that will contribute to some
    form of reduction in risk.

For more information about Unique Value Propositions, click here.

Step Three: Crafting Your Offer

Simply saying “enquire now”, “contact us”, or “subscribe to our free newsletter” won’t cut it anymore. You need to offer your prospects items of value to attract them into your marketing funnel. In online lead generation, offers are usually information (of differing degrees of human/real-time involvement from you) that solves a problem or provides a desired outcome.

1: Top Of Funnel Offers – Research Stage

Top Of Funnel Offers generally explain how
to solve a problem or achieve a desired outcome, and can come in the forms of
checklists, whitepapers/reports, guides, interactive PDFs, or videos. A Top Of
Funnel Offer is provided in exchange for an email address. A Top Of Funnel
Offer answers the question “How do I solve a particular problem”.

2: Middle Of Funnel Offers – Consideration Stage

Middle Of Funnel Offers generally show how
a problem can be solved or an outcome achieved using a specific organisation’s
solution, and can come in the forms of advanced whitepapers/reports, case
studies, webinars, or videos. A Middle Of Funnel Offer is also provided in
exchange for an email address. A Middle Of Funnel Offer answers the question
“How do I solve a problem using a particular organisation’s solution”.

 3: Bottom Of Funnel Offers – Purchase Stage

Bottom Of Funnel Offers bridge the gap
between your marketing funnel and your sales process. Bottom Of Funnel Offers
generally show a prospect how to solve a problem or achieve a desired outcome
using tailored strategies specific to their unique situation, and are usually
in the form of a free consultation, a free strategy/planning session, or an
in-person engagement where value is delivered to the prospect. A Bottom Of
Funnel Offer is designed to (a) provide value to your prospects while (b)
positioning your paid product or service as the next logical step.

Step Four: Tactical Campaign Management – Landing Pages

Here are some tactical conversion tips for
high-converting landing pages.


  • Ensure you address pain/pleasure points, and/or emotional triggers
  • Write using a conversational style, just like you’d speak to someone
    in person
  • Use the word ‘you’ where possible, particularly in headlines
  • Talk in terms of your prospects’ desired end state… and the benefits
    they’ll get when they engage you 
  • Benefits come first… then back them up using features and facts
    about your business
  • Weave in social proof as much as possible 


  • Use bullet points and subheadings, to prevent information-skimming
  • Use diagrams where possible
  • Don’t overload users with information, however present information
    in a logical information hierarchy 
  • Design quality can convey your commitment to quality – so use an
    aesthetically pleasing design
  • Don’t use images that are too ‘stocky’ – keep it real. Use your own
    photography if possible


  • Have a clear ’next step’ call to action on your Thank You Pages
  • Ensure your collateral can be viewed easily on all devices
  • Ensure forms are compatible for mobile devices
  • Pay attention to page load speed (long page load times can frustrate
    and deter users)

Step Five: Tactical Campaign Management – Traffic Sources

Follow these tips for Google Ads and
Facebook Advertising…

Google Ads / Search Marketing

Search marketing allows you to show your
ads to people who are actively searching for (a) a solution to a problem they
no longer want or (b) a desired outcome/end state. The most popular search
marketing platforms are Google Ads and Bing. Follow these tips for strong
search marketing campaigns:

An effective campaign will contain the
following strategic elements:

  • It helps solve the unwanted problems and/or create desired solutions
    of your target audience.
  • It showcases the unique benefits/features provided by your
  • It is deeply researched and covers all of the search terms used in
    your industry
  • It creates some sort of Search Engine Results Page (SERP)
    differentiation, so your ads look different and stand apart.
  • It uses a tight keyword -> ad -> landing page relevance. 

Facebook Advertising

Paid social media ad platforms (like
Facebook) allow you to show ads to people who are interested in, or could
benefit from, your product or service. Unlike Search Marketing, paid social
media platforms use an ‘interruptive’ strategy, where ads are placed in front
of users (instead of them searching for a solution). Facebook is the largest
social media ad platform. Your Facebook PPC campaign should have the following
strategic features:

  • It helps solve the unwanted problems and/or create desired solutions
    of your target audience.
  • It showcases the unique benefits/features provided by your
  • It takes a value-first approach – where your ad creative provides
    value up-front, to lay the foundations of a win-win prospect relationship
  • It is designed to nurture slowly instead of ‘asking for marriage
    before your first date’

If you’ve found this article useful, feel free to follow our approach and let us know how you get on.

Or if you want to discuss a more tailored, “done for you” service, then get in touch to talk more about your situation and how we can add value.


The post Lead Generation Campaign Pre-Mortem: How To Ensure Your Campaign Is A Success appeared first on Marketing Results.