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Drive Sales Revenue Growth Through Effective Marketing

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Presenter:

Peter Dickinson

So, when we work with clients, we have an onboarding and discovery phase. And you can do the same, simulate the same in your own business. We’re going to draw a line here, and we’re going to look at what we’re going to do. And then we’re going to give some theory on what underpins that. And then, three is the accelerator, which we’ll go through.

So, it is surprising how many businesses don’t really know what they want to do in 10 years’ time. If you don’t have a view of what you want to achieve, even if it’s grandiose, even if it’s pie in the sky type stuff, it’s important to have that view – what do you want to do? And even if it’s getting some personal things like a bigger house, bigger car, more holidays, or more time, or whatever it is, you need to have a clear idea of what you want to do. Because time disappears very quickly, unfortunately. So, most people view in 12 months what they want to do less, it’s important to know in three years, to have a really concrete view of what the business is doing. But also paint yourself a picture, what am I doing in 10 years’ time. It’s the first thing I ask as a business coach, because then that helps me plan, helps you work with people to plan where they want to be. 

You then review your products and services. It’s surprising how many people don’t know what is the most profitable product or service, and who’s the most profitable customer or persona. It’s so important. If you don’t know what’s generating the cash, and generating the profit and generating the growth, then how do you know what to focus on. If you’ve been around a while in business, you’ll have a portfolio of products and services. And, you know, it identifies which ones are those are going to give you the quickest returns, because when we go into a company, we’ve got to get results quickly. So that’s what we ask, those are the questions we ask. And then we say, well, what is working?

I’m talking to all my 30,000 LinkedIn connections, asking them what’s working. And 75%, saying referrals. Referrals is still a very strong mechanism. But how can you send that, how can you do more of that, with or without audience, so it’s important to understand what is working and what’s not.

So, really important, your website is the only thing you own, and can control on the internet. You have no control over social, you have no control over all things that sort of surround it. But you do control your website. You can draw how it looks, you can control the user journey, you can tell how responsive it is, you can control what resources are on it, etc, etc. Now, there’s a whole bunch of tools. And I’m going to show you the screenshots only leaving the screenshots in. Because, you know, for you to refer back to because this PowerPoint will be available, this is our route to market. This is how we work. And so, we’re going to leave it in the PowerPoint so that you can then pick up on these things and talk to your agency, do some research yourself. Use somebody, talk to your developer, whatever or go talk to us, we’re very happy to help.

So, these are all the sort of things we’re going to need to look at. So just very briefly running through these. Google Analytics is Google’s free tool. All these are free, apart from SEMrush. It’s free, it tells you what’s happening on your website. Then you have Google Search Console, this is Google telling you what it’s sending to your website. Tag Manager is used – more and more, we’re having to do sort of clever reporting for clients. And rather than keep messing about the website, we set up a thing called Google Tag Manager, which allows us to put little bits of software in to tell Google Analytics what’s happening. And you should be using that now, rather than any plugins and so your developer will like explain more. And you need to report on a regular basis, need to look in these reports. And again, Google give you a free tool called Looker Studio. And we build reports now for clients so that they can get the data they want on a regular basis. And it’s automated. Once it’s set up, it’s set up. I put Merchant Center, this is for ecommerce sites. Now Google have just literally over a week or so ago, released a plugin, which you simply slap into your website, which will give you access to free Google listings. I’ve just done it to a site. And they are all over in their sector because nobody else has done it. And it’s free.

I know this is hard to understand. But it’s free advertising. And it gets you right to the top of Google. If there are not many players in the market, it then allows you to add the advertising as well. Everyone is familiar with TikTok and some fantastic results. Well, that’s going the way of Facebook and Instagram, need to pay a little bit to get some boosts. So, we set up a channel a couple of weeks ago for the Vision on score app, it’s now got 250 followers. We’ve got something like two and a half thousand likes on it, and so on. And views are about 20-30,000. But we’re having to pay a little bit of money, just like we used to with Facebook a few years ago.

If you’ve not got a TikTok channel, you’ve not got a TikTok strategy. Please talk to us because you need to get one quickly, if that’s relevant to your marketplace. And if you say well, how do you know it’s relevant to my marketplace? Well, it’s being used by business and, and for consumers. So, who knows, we’re a business to business, we support other businesses, and yet, we’ve getting followers on TikTok. It’s not like Facebook, where everybody said Facebook’s for consumers and Instagram consumers. That’s not the same with TikTok. It’s not like LinkedIn, absolutely. But I think if you’re not thinking about TikTok or researching it, you should do, because at the moment there is organic reach. Whereas in a year or so time, it will go.

GTMetrix looks at speedy site, which we have a quick look at. And SEO or getting found in Google is getting a lot more complex, so we use a very powerful tool to do that. And if we’re working on our website, we always make sure we have admin access. I know quite a few clients who’ve got websites that have not got their admin access to their own sites. So, if you haven’t got it, you need to get it.

Just breezing through this. So, this is what Google Analytics looks like. People find it’s quite hard to use and that’s why we’ve started to use it, draw that data into Looker Studio. This is Google Search Console. This is showing you how many impressions people have been searching for. And this shows a number of clicks scrape through to the site. And it gives you quite a lot of detail and information as to what is working in terms of Google driving traffic to your site. And this is Google Tag Manager. These are the little bits of code. So, we’ve got a little bit of code here that says when somebody selects a contact form, tell Google Analytics that somebody has submitted that form, and that’s called a conversion. And then we have a report showing conversions. So, we know what’s what forms and so forth are working on a website, what’s converting and what’s not. This is a report, s you see here, this site’s had over 5000 sessions, that’s 5000 people looking at it, and 173 of those converted. These are the sort of ratios you can kind of expect. This is from an email package called Sendinblue. So, it gives you quite a lot of information. And this is now what our clients get.

This is GTMetrix. This is a website, we’re looking after Abbey5Fivestar. Put your website in, see what you score. We were looking at the site, so it scores an “A”, which we’re pretty pleased about, which means it’s fast, which means Google likes it. SEMrush – this is a typical SEMrush report tells you where everything was positioned, where all the keywords are, you can see this. We’ve been working on this site. So, the keyword growth is the visibility is increased a lot. And it tells us how good the site is, no errors at the moment and anything above 90% is good. You can’t get rid of all errors, unfortunately. And it tells us sort of the domain authority which is an 8. It shows how many websites are back linking to it. And it also gives you some suggestions. But it’s not cheap. But this is what we use.

Social media baseline, usual stuff. What are the most appropriate social media platforms? What your customers use? Social media is all about consistency. It’s not about doing one a day, five a day, whatever is going to be. How often are we going to produce this stuff and consistently? And then what engagement do you get on it?

For example, I reposted a post about LEGO, being somebody had done a thing on data analytics. And it was similar to what I play with Lego 60 years ago. And so, I posted it, it was a reshare, which normally don’t get many, many views. Last time I looked at it was four and a half thousand, absolutely amazing. And we regularly post off and we get several 100. But if you do some really personal, very pertinent, then the sky’s the limit, still with LinkedIn. But you do have to think about it carefully. Can’t put any old rubbish up there.

Email, and we’re going to talk about warm audience and so forth. But if you’ve got a customer base, and there are work emails, name@company.co.uk, then under GDPR, you can use a “unsubscribe” sort of soft opt out option, so you can send it to them. And then they can unsubscribe, you don’t have to get permission first. The ideal is to get permission first, obviously. But if they’re customers, then they should respond to any relevant pertinent information that you’re going to send them. So, what email systems you’ve got set up, I mentioned Sendinblue, there’s called Divi, there’s ActiveCampaign, there’s HubSpot, there’s MailChimp, there’s lots of systems out there that are free or low cost. And it’s pretty quick to set up a template and so on. You, should be on a regular basis, emailing your customer base. Look at your open rate. What subject lines work out, look at the click through rate, what does the call to action do? Is it any good? You know, what’s the song subscribes? I’ve got a client who got a music website, her unsubscribers is extremely low. Because every Friday, she’s sending out a free offer, free downloads. And then what responses are you getting from that?

So coming to the end of the first section – the actions are. And this is how we work, this is the stuff you need to do, what are you going to do about it? Procrastination is one of the most frustrating things I used to get when I was a business coach. So oh, I’ll do it next month. Well, if you’re on the 90-day accelerator programme, you kind of need to do it now. Clarify your vision, because any path will do, so make sure you know where you’re going. Identify the most profitable products and services and customer. Get all the baseline data. And then we captured I think all notion but captured a spreadsheet, something like that.

So bit of Underlying Theory, good old Einstein, you know, doing the same thing over and over again expecting different results. You do have to shake things up; you have to create new habits. And there’s plenty of books on habit creation.

You see this young lady here, she’s obviously you know, at a misfortune. But she’s an athlete, so it’s not stopped her. So there’s no excuses. You’ve got to create these new habits, and think about why athletes’ successful is because they’ve got great habits in place. They do what they say they’re gonna do and keep doing it. They look back, they get a stat, they look at the stats around. Then they work with a coach to say, well, how can I improve that? We’ve actually built developed a habit tracker for those clients who we’re working with, so they can regularly tell us how they’re getting on. A just the fact of him filling in about 10 things each week, makes them think “Yeah, I can improve on this”. What measure gets done, and there’s very people cited for that, but what measure gets done. If you set up new habits, measure them. What you’re looking for is marginal gains, compounding those 1% improvements, and as you improve things, things will get better. But new habits are required to do that.

Focusing on growth – what’s working, what isn’t, and stop doing what’s not working. Just because you’ve always done it doesn’t mean to say it’s good thing. This is where we’re going to change the habits. You know, which of your markets are growing? Take a cool look back and say, right, okay, which are my best clients, which is my best sector? You know, what are the opportunities? Is it selling more to the same market? Can you just improve the offer? There’s a thing called Blue Ocean strategy, which we did, which is actually on the court free courses. You know, how can you make your competitors irrelevant? Do you need to develop new products or services? We do over the summer, we’ve always been doing a kind of fractional CMO service or outsource marketing management, stroke accelerated programmes. But now we’ve crystallised, we’ve documented it, and it’s now our main product or service. And it’s taken six months to sort that out. And the reason for pulling this deck together was to tell you guys, this is what you should be doing. But also, you know, for internal training, and for training the power our business partners. So it’s all about focusing on something, reimagining things, pivoting, maybe, like we did, and unfortunately, it’s all about in creating better value for your customers. If all this doesn’t create better value for your customers, then don’t bother. You’ve got to be better, faster, quicker, etc. when working with your customers, because your competitors are doing this, somebody in your market will be doing this.

I love this. If you search for “Successful Equation” in Google it took a while but if you search for Alex (Hormozi) equation making products irresistible, you gotta think about a product or service. What’s the outcome? What is it they’re looking for? What’s the perceived likelihood of achieving that? And then how long to get there? Because it’s taken us to what, six months to really harden up and shape it. It’s taken us two, three years to develop the app, and it’s still not ready. Because as we talk to people, we’ve been talking to a lot of people say, “Well, how about this, how about and so on”. And getting the user journey, right, etc. So therefore, how much effort, how much time, how much money, and that’s how you create value. So obviously, if you can reduce this, and maximize this, your value that you’re creating will be a lot higher.

Okay, one thing that I’ll put this slide in is to remind people that the stats are pretty horrible in terms of how much effort you have to put into something to get an output. So I do need to redo this slide because those mathematicians amongst you will notice it doesn’t add up to 101% has been left on the table. And so before you all start messaging, yeah, the numbers don’t add up. But, basically that this is a top number, this 3% of your customer, of your suspect base is ready to buy. And we see this in websites, ecommerce stats, PPC stats, you know, 1000 people, and hundred people, and only three people do something. So just remember, it’s it is a volume game, I was working again, with another ecommerce site. And they got about a couple of 1000 visitors a month. I said no, at least between five and 10,000. If we’re going to drop through the amount of orders that you want in order to get the financial results that you want. So just remember that it is a numbers game. And so with email shots, if you’ve got 100 people, three will do something. For those who are old enough, if you did a Mailshots you’ll probably know where you’re stuck out name, things in envelopes and posted it. We used to do those in those days. Again, 3% or do something. So you know, on a good mail shot. So just remember, the stats are not on your side.

And the four ways to get leads. So when we go into a company and they say, “We want to increase ourselves really quickly”, you’ve got basically four ways to do it. You’ve got your own warm audience, you know, those people who know you, love you, what else can you do for them? Is that a new product or service? Would that help them? Or is it you know, keeping in touch better, so using a CRM, etc. And that’s why we recommend email database and putting something together. It doesn’t take a lot of effort to be fair. People say “I don’t have time for that”. Well, thing is, your competitors will, so there’ll be putting stuff in your customers, email boxes. And that’ll be something one day that go, “Yeah, that’s good”, and then move to the other company. So it’s important, whatever business you’re running, whether it’s consumer or business to business, they have some form of email letter. It doesn’t have to be one piece; it doesn’t have to be fantastically designed. In fact, less design is better. Because if you really use things like Outlook, it doesn’t read the email, graphics don’t display. So if you got lots of graphics, it’s waste of time.

And so cold audience, that’s where you use colder reach. That’s where you use LinkedIn marketing, that’s where you maybe even telephone calls, although that’s I think, a dying art these days. Cold email database, as you can still buy business to business emails, not business to consumer, unfortunately, but business to business. So it could be an email campaign. And over time that database will warm up, we’ve shown that, creating great content. As I said, if you really think about your content, you can get 4000 views as opposed to 200 views. And the quick, short, dirty way of doing it is with paid advertising. But that is very specific. And you do you can’t just go, I’m going to open a Google account and pointed at my website, complete waste of time, you need proper landing pages to drive people to which are connected with the keywords they just searched on. So that’s becoming harder and more sophisticated, although Google do give you quite a lot of support in that. With that machine learning and AI, you do have to trust it is a bit of a when we first played with it, but the machine learning has gotten a lot better. As I say, if you’ve not done it, then plug yourself into Google Shopping via the Google listing app that’s now available.

So another reminder of conversion rates. You can improve all these stats, email marketing, standard 18% & 2%, click through. But if you get a warmer audience, more targeted audience, so if you got a database of 1000, or 20,000, or whatever, and its across multiple sectors segmented down into the sectors, so you’ve got maybe 5000 in medical 5000 in technology, or whatever, whatever your segments look like, and then write specifically for that segment. Don’t just blast everybody with the same message, doesn’t work. Every sector has its own language; it has its own way of doing things. And Google searches about 2% On average, we are looking at about 50 Google Search Console reports that Google send me each month. My inbox gets filled and I go through it with a calculator go right. Okay, what are those? And 2% is some rude remark. And we’ve got some websites who are doing a million visitors still 2%. It’s quite interesting. Which comes back to I think the buyers pyramid type approach. If you can, you need to shave about 3% of your ad spend for PPC and about 2% of your web traffic will convert so it is a numbers game. Improve the audience, improve the message and you will improve those click through rates.

Okay, actions. So the key here is you know reimagining the business. What is it customers really, really value? And we have a quite a challenging conversations at the start of any project to find out what is it that the company really excels at? What are you really truly remarkable at? And then what do you have to put in place? And then what are the metrics? So we’ve got our baseline, we’re going to say, right? Okay, what are we going to now measure going forward?

So we’ve come to the 90-day accelerator.

So what are we looking for? What do we need to get volume sales? It is a lot about consistency. Sometimes, when we do the LinkedIn marketing, it takes a little while to work out, to really sharpen up the message, to sharpen up the profile of who we go after, and so on. But by doing it consistently, you’ll get the results, we’re working with an Indian company, marketing into the UK/US for their engineering services. Not an easy, not an easy one. But now, because we’ve been working with them for quite some time, the results are really coming in. In order to do that, we’ve had to regularly review what works and what can be better. And, and then, when you identify what does work, you double down on it. So that’s the kind of the fundamental discipline you need to get yourself into. And if you say, Well, I haven’t got time, the best thing would be to choose a time, when you do have time, or say, right, okay, for the next 90 days, this is what I’m gonna do. I’m going to get all these jobs done. And I’m going to get this thing out. Because once it’s set up, and it’s rolling, it needs a lot less time. And of course, you’ll have more money coming in, because you got more sales coming in. So sometimes, if you’ve done Kaizen activities, sometimes you just have to find that time, whatever it takes to do. Or you can use an agency like ourselves, you know, but obviously, that does cost money

 And next step is, once you’ve identified that really great product or service – what’s your offer? Why is it compelling, you know, where you’re going to add that value for your clients? And if you can identify a growing customer segment, and something that you have a lot of experience and, if you look at your customer base, and you look at your market. So if you’d say selling telecoms to medium sized businesses. There are two niches in that, things like medical insurance, call centres, technologies support companies, etc. You know, and some of those might be more profitable.

So you might go to the medicals, really profitable, but you’ve then got to be able to speak in their language, you got to be able to know what the priorities are, we did a video a while back now. Promotional video for a telecoms company. And we had to do it five different ways for the five different sectors, the priorities changed the video. The video essentially was pretty much the same. But we had to change the priorities in each in each of the videos for the audience to relate with it. And it’s the same with your customer base. Are you sending the same message out to everybody? Or are you being specific to each segment? Think about the problems that the customer has? What is the problem they’re really, really trying to solve? And does your product really solve it? Or is it just a fix or sticking plaster for something that they would like something better to do? You then list out every possible solution.

The background theory tools, all this is a value proposition by strategizer, and again, it’s on our big course that we’ve that we wrote, although I was doing the micro one for vision TikTok channel, which gives you a synopsis of it. And so that we’re coming out over the next month, we’re planning to lose out at two or three a week. And so again, think about what the core offer is. Then what are the bonuses you can add. So we have the core offer, the fractional CMO 90-Day accelerator programme. And then after that, we’ve got all sorts of bolts ons that we can go well this these are a bunch of bonuses that you can have on top of that. So we’ve got the free courses, we’ve got the quite comprehensive reporting and things like that really added value things. And then think about the friction.

So for example, I was looking for a US accountant. And I was given right recommended the name of this company. But they put so much friction at the front end of me trying to talk to somebody that I gave up. And they allowed me a whole 15 minutes of a conversation with them, well that’s not long enough, they’re not taking my inquiries seriously, not for what could be a $5,000 account each month, probably not as much as that, but you get my drift, is that they put so much sort of automation and so on, that actually put in creative, a lot of friction in the adjoining experience.

So how easy is it to do business with you? And how can you deliver the desired outcome in the shortest possible time, because times are very short these days, people are just not willing to wait. So for example, I spoke to another US accountant, delighted with them. So this other accountant they’ve didn’t even bother. I stopped halfway through the on boarding on the inquiry process, because it’s so sticky, so difficult to do.

And then a tricky one. Not every business can do that. But what can you guarantee to the customer. So as an agency, we say, we’ll stop if it’s not working, and review it with you. Whereas a lot of agencies who will just keep taking your money. I was talking to a customer client the other day, and they’ve got like a service where they provide support, and there’s people who are paying $500 a month and not using that support. While we would be having a phone call at that point, even though it’s detrimental to us to say “You’re not using the service. How can we help you?” It’s what can you guarantee to the customer.

Then create a name. So our is the fractional CMO 90-day accelerator programme. It’s more that names geared to US, which is where we’re pushing quite hard at the moment. But think of something so that people can easily remember it, it’s different, it stands out. And then write down your value proposition. Again, this is all based on strategizes value proposition canvas. And then develop a 30 second elevator pitch, if one of the workshops, we’d run a story brand by Donald Miller. And he very much takes you through the process of creating a killer story. So that you can then put together as he calls it, a one liner, but basically a 30 second elevator pitch. So you immediately get over the value in that short space of time, especially very important when you’re networking. And so this the brand story, then helps you build your websites, landing pages and brochures.

So back to identifying the right marketing funnel The first point is what warm audiences do you have? What warm prospects do you have? And can you talk to them on a regular basis? And what can you do to reach out to strangers, or basically, if you’re in business to business, that’s either LinkedIn or buying a cold email database. Although the standby database for somebody the other day, that too. I couldn’t do it, the only way to do it would be through LinkedIn marketing. So a LinkedIn is very powerful, work still very well. I’m having some great conversations with people on there. So you do need to be systematic about it. Again, we can help you with that.

Content. Absolutely, really important. You’ve got to work out how much you can create on a regular basis, and then do it. It is becoming harder, is becoming more sophisticated. You look at LinkedIn fees these days, people are putting quite a lot of effort into that process. Again, with Facebook advertising, Instagram advertising. But that’s again, where a partner like ourselves, you know, is essential sometimes for businesses. Key thing is what budget do you have for the advertising? Number of inquiries is direct relates to how much budget you put into it, although you can spend too much. So it’s always worth looking at the stats, looking at the data. And then then what foundations do you have to build on those activities. 

So what’s going to happen next. So one of the other things we find when working with customers is that nobody owns a process. If nobody owns a process, or doesn’t really bother also junior in the process. Like you’ve had an apprentice to the marketing, thats fine to do the day to day work, and maybe do the content, creation, all that sort of stuff. But they’re not experienced enough to give direction. So the Sunday has to be and there needs to be reporting in place. So there’s thing call RACI, where you’ve got the person who’s delivered, who’s delivering it, who’s going to be accountable for those results. And how’s that going to be communicated to the founders and business owners? Obviously, we’ve got the board and C-suite here, but for slightly larger businesses. But essentially, the C-suite and board is your founder, business owner, etc. And you say, well, we’ve nobody to do it. Well, if you don’t do the marketing, unless you’re in a very, you know, you’ve been established a long time, and you’ve got a very good network of good block book of people who you can regularly talk to.

This is the kind of thing you do need to put in place. Especially if you want to grow. It’s very difficult to grow a business through word of mouth marketing, rather than doing lots and lots and lots of networking, and really putting yourself out there. And that does work. In our company, we’ve got a friend who runs it. And, you know, that’s all he’s done. It’s just be out there or everywhere, he’s ubiquitous, almost. And, you know, he’s benefited through that. But that’s basically having a full time person putting them out there not a not all products or services lend themselves to that either.

So initial campaign, start with one campaign. So you listed the priority order and select the first campaign to work on. So it could be just setting up a MailChimp and putting all your emails into all your customer data into that, and all your prospect data into that and writing an email, that could be your first campaign. It could be creating what’s called a landing page, a page specifically for an AdWord campaign, which is the fastest way to drive traffic.

Before you do start anything, and this is the ideal now. Not everybody does this, but it’s the right keyword plan. We obviously use tools to do that. If you watch course on the hub called “How to get to the top of Google?” that will tell you how to use the Neil Patel’s package, which is which is free. I’m not going to details here because it is on the online course on the hub, which is free to use, and it goes into lot more detail. But you do need a keyword plan. What are hashtags? What hashtags can you use? So if using social, the hashtags, we need to know what key words people use to get to your site? And this is where Google Search Console, if you’ve done the exercise with the Google Search Console, you’ll have that answer. You’ll know what are your key products. And then if you use Neil Patel’s tool, a SEO tool, then he will tell you what going to your competitor websites. It’s also important when you’re doing email marketing, what are you going to say? What words are you going to use that will get your people’s attention?

So initial website actions. Well, if you’re gonna use pay per click, or email campaigns, you might want to do a landing page, just do not spend time and money driving them to your homepage. Unless your homepage is specifically designed as a landing page, which has a very clear structures to building there, have heard of AIDA attract attention, develop their interests, develop their desire, and then strong calls to action. That process still works. We used to use it mailshot one a long time ago. The better process is actually with the StoryBrand from Donald Miller. And again, that’s one of the pre-recorded works on the one of the recorded workshops. And think about the customer journey. How easy is it for them to get to the information they need? Look at the homepage so we took on a website on a fairly budget basis. So we’ve made a few tweaks to the website just to try and improve the look and feel without actually doing a re-skin job. Because people say, Oh, you need a new website, no stop, please stop, your website is probably okay. It just needs improving better too often, sometimes it’s alone that the website is not too old, and very hard to work on. These days’ modern tools mean actually, it’s easy just to make a few adjustments to get where you need to be. If you want your website to be found, then you will have to write some Cornerstone articles. But again, if you don’t do keyword analysis, and you understand what your customer proposition is, you pump all that into chat GPT. And it will write the articles for you.

SEMrush there are cheaper tools, but fix the errors that are on that site. And then we came across quite a big e-commerce site. And there’s a thing called a sitemap, which tells Google where everything is in your website. And they haven’t submitted it to Google Search Console. Big mistake, Google didn’t know it was there. So as soon as I stuck that in, is started Google, oh, what’s all this and started crawling it and of course, our results went up. So it can be quite so quick wins.

Social media review, make sure you’re on brand, make sure everything’s on brand. Right, same colours. So you know, right logo size, right look and feel the right pictures, etc. You know, then when we start a project, we try and get quite a bit of stuff together, so that when we start a campaign, the things will flow through it.

Warm audience. So what we do is put together some email templates, we segment system. And then we create a warm on boarding email, how to use products and services, a recipe idea, email. So to give people ideas about refer Friend Code, if that’s applicable, then got the newsletter email. And we can if there’s a way of free trialling, whatever you’re doing, it’s not always possible. But it could be if you’re selling wine or things like that nice discount code, you know, 10% off or whatever. I buy protein powder from bulk powders. And I’m always looking out for their coupons. And I needed some shirts and stuff for a holiday. And again, looking around for a book. I already knew the brand, so it was Charles Tyrwhitt shirts. You know, it’s the cow came through and yep, great. Went online and bought stuff. So for E-commerce sites, you can’t beat discount codes to get people coming back.

Cold audience needs to be really thought about carefully does work. It’s hard work and you drive it to some like an E-magnet, an event video with value. The idea is you’ve got to capture their email again. Wow, why would I sort of capture their email, I’ve already got their email. Well, what we do is we use Bravo, which is we’ve got about 30,000 fellow cold emails or they are warming up because we’ve emailed them a few times. And then when you come on to this, you are signed into our Active Campaign. So then we can put, give out, send you an email, a newsletter, etc, etc. And you wanting to cap to those warm prospects of emails, find out who they are. So you can then segment them maybe even do a bit of research depending on the value, whether their businesses or consumers. There’s no point, obviously. But it’s about having that warm list. Moving them from a cold list to a warm list. 

LinkedIn, we’ve been doing this for years. Great way to get to know people, great way to build up an email database of people that you’re talking to, and from all the businesses. We’ve worked with a one company for quite a few years now, on the LinkedIn marketing and he regularly gets inquiries into that mechanism. And of course, we’re building up a nice big database of people that he can talk to a regular basis.

So what is to track? And we talked about habits, we talked about measuring savings. So these are the things that we believe, at the moment are the things to track on a weekly or monthly basis. What’s the sales revenue for the period? How many conversions you’ve had from inquiries to sales? Or from visitors to sales, depending on the E commerce site. What was the conversion path? How did they go from being a prospect to a customer, you can on Google Analytics for you can look at the behaviour patterns, and you can see which where people are going to the site? And with some more, unfortunately, more technical stuff, you can also attract where they’re sourced from. Although Google will give you quite a lot of stuff out of the box. You know, how many new emails have been added to your database, new customer emails? Or warm prospects of emails? How many downloads have happened for your lead magnet? And what was your total website traffic?

And then this is the habit stuff, because you got to look at what are the new habits you’re going to put in place? And what was the biggest win of the week? What do you think could have done better? Because so are you always thinking about right? There’s 1%, I’ve worked with 600 businesses over the last 20 plus years, it’s always been about not the big thing, those never happened. It’s all about what 1% improvements have you got? And 1% improvements over a period of time adds up to a lot. What are the challenges you face this week? And what your goals next week? When are you going to do next period next week? We use job lists, and monday.com, etc, to keep track of what we’re doing. You know, what are you doing to keep to help? And then at the bottom of our track, it says, how can we help?

So how can you get more from effort. So we talked about taking maybe a cold list, emailing it, sending it out to get download to an event like this, or whatever. You get that email that goes into a warm list database. And then you can send out a series of offers maybe all series of information, add them to your newsletter, you might use a Google AdWords campaign, which take them to landing page, which takes them to the email, which takes us to a chain of emails you might use. You can use thing called pixels, which then, quite often you go to a website, a long behold, it appears in Facebook, you know. So that is business to business and business to consumer. It doesn’t matter. Facebook is becoming more sort of use news for the same.

So we always talk about competition, but if you’re into books, there’s a book called The Infinite game by Simon Sinek. And it’s really sort of says, you’re in it for the long haul. The long haul, you’re in it, too. So it’s not about competition, you can have worthy rivals. But it’s about what can you do that sustainable? It’s not about short campaigns, it’s about what can you put in place, what new habits you’re going to put in place. Be clear on the metrics, work in small increments, you know, because I read somewhere that business owners, founders, etc. can only spend about 20% of their time actually working on their business. So when you are working in your business, make damn sure that it’s stuff that’s going to make a difference. And that will create your extra time. We do have the habit tracker for the continuous improvement, but you can use a spreadsheet, it’s all something like that.

So follow the steps. You know, so the action is review the current situation, reimagined. What can change, cause don’t forget Einstein – keep doing the same thing, and expecting different results, that’s insanity. So what is it you can do that’s going to change the way you’re doing? What new habits can you put in place? Do you need to pivot the business do you need to change something? Because you keep doing it, it’s not going to work? And then think about a 90-day accelerator. So you’ve got that focus. Now after 90-days, it should run into sustainable marketing.

And if you drop us a mail, we’ll send you a link to the habit Okay. But most of all set up that your analytics and reporting so that at least you can see what’s working and what’s not. Wishing you all Happy Holidays when they come because they’re not far off, here what your Christmas presents and see you in New Year. Thanks very much!

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