Marketing Speak

Brad Costanzo is an entrepreneur and growth strategist who helps business owners grow and expand. Like me, he’s also a podcast host, and he’ll share some words of wisdom specific to podcasters! Most of the episode, though, is relevant to anyone who wants to expand or create their business regardless of industry. He offers creative tips and insights that you can apply to your own situation. Check out this episode whether you’re an ultra-successful business owner, someone considering starting a new business or podcast, or anywhere in between. Find Out More About Brad Here: Bacon Wrapped Business Costanzo Marketing Group @BradCostanzo on Twitter Brad Costanzo on LinkedIn askbrad@baconwrappedbusiness.com In This Episode: [01:28] - Brad talks about web strategy and shares what he discusses at the event where he and Stephan met. [06:28] - Stephan ties what Brad has been saying to the reason why the railroads went out of business. He and Brad then rave about the docuseries The Men Who Built America. [08:17] - The questions Brad has been talking about are his starting points, he explains. He also discusses leapfrog theory. [12:01] - Is Brad acquiring entire businesses, or just websites? It depends, he answers. He then talks about how he finds his deals. [15:49] - What Brad has been saying reminds Stephan of signs that say “we’ll buy your house for cash.” [18:38] - Stephan is reminded of something he learned at a real estate investing seminar: look at the rental section of a newspaper to find a property to buy. Brad then shares his thoughts on creating access to the assets you need. [21:54] - Brad brings up something that he talks a lot about on his podcast: access and influence. [24:32] - We hear more about leasing a website with the option to buy, which is something Brad has done recently. [27:11] - Brad and Stephan discuss Jay Abraham, who has been on Marketing Speak twice. [28:18] - Stephan has bought some websites for relatively small amounts of money, starting at $500, he explains. [31:33] - What has been Brad’s best deal so far? [34:33] - Brad has worked with brokers, but has never bought through one, only sold through them. He shares his thoughts on brokers. [38:25] -Does Brad have an example of using Jay Abraham’s strategy for something outside of acquiring websites or businesses? [43:27] - Stephan offers an example that he heard at the latest Podcast Movement conference. He then shares how he got into an event that he couldn’t afford at the time. [47:54] - As podcasters, the #1 thing we want is access to listeners, Brad points out. He then discusses some creative ways of reaching this goal. [52:44] - Stephan is reminded that he did a similar sort of triangulation last week. [54:52] - The big-picture thinking is Brad’s favorite thing to do, but also the hardest thing to do for himself rather than other people, he explains. Stephan then offers his advice on how to overcome this problem. [58:30] - Brad responds to Stephan’s suggestion. [61:29] - How can listeners get in touch with Brad or learn more? Links and Resources: Bacon Wrapped Business Costanzo Marketing Group @BradCostanzo on Twitter Brad Costanzo on LinkedIn askbrad@baconwrappedbusiness.com The Men Who Built America Leapfrog theory Winning Through Intimidation by Robert Ringer Flippa Robert Allen on Marketing Speak Dig Your Well Before You’re Thirsty by Harvey Mackay Jay Abraham on Marketing Speak: Build Your Business With The Strength Of The Parthenon Jay Abraham on Marketing Speak: Using SEO to Its Full Potential The Science of SEO Quiet Light Brokerage Podcast Movement Unleash the Power Within Tony Robbins Dave Asprey Byron Katie on the Optimized Geek Donny Epstein   

Hani Mourra is here today to talk with us about creating great content. He’s passionate about creating automation and content-repurposing tools, including the fantastic Repurpose. In our conversation today, we’ll go in depth about various topics related to podcasting, video, the future of content creation, and the need to listen to your audience. Tune in to learn much more! Find Out More About Hani Here: Hani Mourra @hanimourra on Twitter Hani Mourra on YouTube In This Episode: [00:56] - We learn where Stephan and Hani met. Hani then discusses whether podcasting or video is the future, and how to know whether you’ve created good content. [02:40] - Does Hani solicit feedback through SpeakPipe? [04:00] - Hani talks about whether he listens to any podcasts that use the format that Stephan has been describing. [05:47] - Hani goes back to the topic of surveys, describing how he uses them. He then talks about email lists. [07:58] - Does Hani recommend incentivizing people to fill out the survey? He answers, then he and Stephan talk about reviews. [11:13] - You want to ask directly for reviews, Hani advises. He then recommends collecting email addresses as soon as possible. [13:07] - Would Hani also recommend having a Facebook group for your audience? [14:57] - Hani discusses how he determines what questions to ask in the survey he sends to his audience. [17:49] - Hani has seen people do something different for one episode as a test, then ask people to give feedback on whether they like the new style. [18:39] - We hear about what Hani’s software does. His offerings focus on automation and repurposing content, he explains. [21:00] - Hani talks about whether a couple specific tools that Stephan mentioned inspired him to create Repurpose. [22:01] - What makes Hani’s player different from those offered by podcast media hosts? [24:27] - Stephan has time stamps in all of his show notes, but they’re not clickable, he explains. [25:35] - Facebook loves live videos, Hani explains, and Facebook gives a lot of attention to live videos. [28:26] - Does Hani use Facebook to publish live or pre-recorded videos a lot, or just occasionally? [31:13] - Hani talks about where he does his Facebook videos, and the tools he uses and recommends. [33:07] - Hani shares his thoughts on Wirecast and OBS (Open Broadcaster Software). [37:00] - Taki Moore uses the approach of drawing on his iPad when he’s giving webinars, Stephan explains. [39:46] - We hear a bit more about Facebook and YouTube not liking each other, and how you can get around that. [43:05] - What promotion strategies has Hani seen that seem to be effective in terms of getting podcast episodes out there? [47:29] - Stephan draws out a critical point for listeners: any time you keep a user on Facebook, you get rewarded, and any time you try to draw the user onto your own site, you aren’t going to be rewarded by Facebook. [49:30] - What about Instagram? Hani shares his thoughts on the platform. [51:32] - Stephan recommends using tools to help you automate, and gives examples of how he does so. [53:07] - What are some techniques or strategies for repackaging or repurposing that we haven’t already talked about? [57:21] - Hani talks about how to get a free trial of Repurpose. [58:06] - The best way to reach Hani directly is to go to hanimourra.com or connect with him on Facebook or Twitter. Links and Resources: Podcast Movement SpeakPipe The AskPat Podcast Startups For the Rest of Us Google Forms My Podcast Reviews Daniel J. Lewis on Marketing Speak Rob Dionne Zapier IFTTT Repurpose Libsyn Ecamm Live Wirecast OBS (Open Broadcaster Software) ScreenFlow Taki Moore on Marketing Speak Paper app Be Live Jonathan Fields on the Optimized Geek John Lee Dumas on Marketing Speak Hootsuite Lumen5 SimplePodcastPress

Joining us today is Joana Galvao, cofounder of Gif Design Studios, an award-winning digital agency specializing in brand identities and design. Joana dives straight into explaining design best practices, leading to an episode that’s chock-full of actionable tips that listeners can immediately put to use to create a more effective, conversion-oriented website. We go beyond what makes a website bad or good, and talk about the nitty-gritty that can make an unparalleled website. Find Out More About Joana Here: Joana Galvao Joana Galvao on Instagram @JGalvaoDesign on Twitter In This Episode: [01:13] - What makes a website really bad, in Joana’s opinion? She answers by also addressing why it’s important for a website to be good. [03:22] - Stephan talks about a popular trend that he’s really sick of because it doesn’t create a great user experience. He and Joana then talk about how long you have before a visitor loses interest, and what you need to convey in that short time. [06:27] - What sort of feeling does Joana suggest creating, and how does she start the process of getting to the right feeling? [09:09] - Joana talks about who is in charge of creating the mood board that she has been discussing. She then addresses how she goes through the process of creating a mood board. [12:31] - How does Joana come up with an iconography style for each of her branding projects? [14:06] - Stephan responds to Joana’s point that you don’t need a website to be successful. [15:29] - Joana addresses what the costs are for doing a website build from beginning to end, including everything she has already mentioned. [17:39] - Joana likes to find out a client’s needs and curate a team based around those needs. [19:44] - Is copywriting included in the costs Joana has been discussing, or is it an additional cost? [20:42] - Joana discusses the concept of having a brand, and explains what a brand is. [23:01] - Joana addresses the question of whether she does focus groups or surveys to identify clients’ pain points. [24:58] - We hear Joana’s thoughts on challenges, which she thinks are a great way to get clients invested in you. [27:03] - Joana discusses things that do (and don’t) help with conversion by sharing a story about a rumor that was going around a few years ago. [28:48] - Stephan brings up a related point: there’s a big difference between correlation and causation. [31:27] - What is Joana’s view on parallax? [33:08] - Joanna briefly covers some best practices for typography. [36:07] - Joanna goes into more depth about images for use in headers, addressing whether they need to have a deeper meaning or just look good. [37:24] - Is there a way to leverage metaphors in the design? Stephan offers an example to clarify what he means by this question. Joana then discusses a couple of stock photo options. [40:27] - Stephan and Joana talk about a few free stock photo sites. [41:44] - Joana recommends a Chrome extension called WhatFont. She then explains what font foundries are. [46:04] - What one piece of advice would Joana like to offer listeners that she hasn’t already provided? [49:50] - How can listeners get in touch with Joana to work with her or learn more about the next steps? She answers, then offers listeners a generous free gift! Links and Resources: Joana Galvao Joana Galvao on Instagram @JGalvaoDesign on Twitter Gif Design Studios The Guardian UK Smart Marketer Digital Arts Magazine Sally Hogshead on Marketing Speak Tier 11 Ephraim Olschewski on Marketing Speak 99designs Jeff Bezos Scott Oldford Stephan Spencer’s Five-Day SEO Maximizer Challenge Stocksy Death to Stock Pexels Unsplash WhatFont MyFonts Creative Market  

My guest today, Jennifer Diepstraten, is an expert on getting paid top dollar and closing big sales. She has successfully and rapidly grown her own business to multiple six figures, so she definitely walks the talk! In our conversation, she’ll address various aspects of how to command dramatically higher rates for your services. You’ll learn how to identify your quantum benefits, raise rates for your existing clients, and more. Find Out More About Jennifer Here: Jennifer Diepstraten on Facebook Jennifer Diepstraten on LinkedIn Jennifer Diepstraten on Twitter Jennifer Diepstraten on FamilyCo High Ticket Sales Success In This Episode: [01:18] - Why are people shying away from high-ticket selling and going for lower offers? [02:57] - Jennifer takes a moment to talk about all the great things about high-ticket selling, which has a lot to do with the type of clients you get. [05:09] - We hear how Jennifer qualifies potential clients or leads and figures out if they’re right for her. She then shares a story to illustrate her point, explaining that successful entrepreneurs are able to “pull apart their toys” and identify the value in their service. [11:04] - What would be an example of a quantum benefit that was “buried under the pile” in Jennifer’s metaphor? [15:33] - Jennifer talks about the results that her client from the previous example had with raising her rates based on the benefits she offered. [16:50] - Stephan thinks it’s important to offer high-ticket items for several reasons, which he explains. [18:11] - Jennifer takes a moment to talk with Stephan about why his services are worth so much and his rates are as high as they are. [23:43] - Jennifer digs deeper into her discussion about Stephan’s services by asking him how many nuances a second-stringer analyst might make. [26:52] - After hearing Stephan’s explanation, Jennifer has heard four quantum benefits already. She explains them in more detail. [32:59] - If you want to incorporate these quantum benefits into your signature talk, how would you do so? In answering, Jennifer begins by clarifying what a signature talk is and why you need one. [37:10] - The product solves the problem, Jennifer explains. [38:09] - How does Jennifer make her potential clients do the “homework” that she assigns to them? [40:28] - Jennifer talks in more depth about her homework videos. [43:29] - Your quantum benefits are probably already in videos you made before defining what they are, Jennifer explains. [46:29] - Jennifer shares her advice on raising fees and having people actually pay you the higher amount. [48:26] - Stephan brings up a specific example using his daughter to draw out Jennifer’s wisdom on pricing. Jennifer then offers her advice on how people in positions similar to Stephan’s daughter can increase their income. [53:30] - Is there a close technique that works like magic for Jennifer? [57:23] - Stephan brings up Jennifer’s One Call Blueprint, and throws in a little plug for Jennifer involving his wife. [59:42] - Is Jennifer available if listeners want to work with her directly for a one-on-one coaching or mentoring situation? Links and Resources: Jennifer Diepstraten on Facebook Jennifer Diepstraten on LinkedIn Jennifer Diepstraten on Twitter Jennifer Diepstraten on FamilyCo High Ticket Sales Success The assumptive close The Ben Franklin close Orion Talmay highticketsellingbook.com  

In this conversation with Laura Roeder, you’ll learn about the magic of repurposing in your social media marketing. Laura is founder of MeetEdgar, a social media automation tool that she designed when she was frustrated with the limitations of the other options available. In addition to founding MeetEdgar, Laura has given talks at prominent conferences and has appeared in Forbes, Mashable, and other major publications. Find Out More About Laura Here: Laura Roeder MeetEdgar @lkr on Twitter Laura Roeder on LinkedIn Laura Roeder on Facebook In This Episode: [01:08] - Laura talks about what inspired her to create MeetEdgar, as well as explaining what Edgar does and why it’s so important. [03:35] - We hear about reposting or repurposing content across various platforms. [05:57] - What’s Laura’s take on the organic side of Facebook as opposed to the paid side? Her experience is primarily organic, she explains. [07:45] - Laura never uses Facebook profiles for her marketing, she explains, and clarifies that they’re a software company rather than a consulting group. [10:28] - Laura discusses some of the other platforms, particularly Instagram, which she points out is growing quickly. [12:58] - What is Laura doing in terms of Instagram marketing for her own company? [14:54] - Pinterest is definitely more favorable toward visual companies, Laura points out, but can drive a lot of traffic regardless. [17:07] - Snapchat isn’t compelling to marketers anymore, unless you’re marketing to teens, Laura explains. [18:05] - Where does LinkedIn fit into Laura’s strategy, both for her own company and for clients? [19:45] - Laura clarifies how Edgar works on LinkedIn. [20:29] - We hear Laura’s thoughts on reposting content from your own blog on other platforms. [22:44] - Stephan brings up one more social platform that he and Laura haven’t talked about yet: YouTube. It’s a whole different kind of content, he explains, but has huge potential for reaching your audience. Laura then talks about why YouTube is underutilized. [24:48] - Stephan doesn’t spend much time on SlideShare, but he thinks it’s pretty cool. Laura then shares her thoughts on the platform. [27:46] - Laura walks us through a repurposing strategy that might work for a company with an intangible product. She also mentions her Facebook Live videos, which you can find on MeetEdgar’s Facebook page! [30:42] - Laura offers a piece of advice specific to podcasts. [32:42] - Using cheap labor instead of a tool to make your Facebook videos will make your videos stand out more from the competition. [33:27] - How do you get verified on Instagram, Facebook, or Twitter? Has Laura gotten verified on any of them, and how? [35:51] - We hear a bit more about the good, the bad, and the ugly of startup culture in the investment world. [37:12] - Laura talks about how she initially funded her company with profits from her previous business. [38:06] - There wasn’t one single particular moment at which things really started taking off for MeetEdgar. [39:57] - Stephan takes a moment to share his origin story. [42:14] - What would be an example of a time when Laura stepped outside of her comfort zone and something fantastic happened? [44:12] - We hear what Laura is doing these days in terms of personifying her brand. [45:28] - Laura clarifies what she means in terms of not believing in MRR. Stephan then talks about a previous episode with Jared Spool that involves vanity metrics. [48:00] - Stephan elaborates on Laura’s point that MRR does not equate to cash flow. He then discusses different kinds of cash. [49:30] - What is Laura doing to differentiate MeetEdgar from the competition, such as Buffer and Hootsuite? She also discusses whether she has gotten acquisition inquiries from any of these companies. [51:25] - Laura doesn’t offer free trials, and explains why. Links and Resources: Laura Roeder MeetEdgar @lkr on Twitter Laura Roeder on LinkedIn Laura Roeder on Facebook Gary Vaynerchuk LinkedIn Pulse SlideShare MeetEdgar’s Facebook page Jared Spool on Marketing Speak Keith Cunningham Tony Robbins Buffer Hootsuite MRR is a vanity metric The Pros and Cons of Publishing on Medium    

Jon Schumacher joins me in this episode for a deep dive into the topic of webinars. We’ll talk in great detail about exactly how to do them right and what the important differences are between live and evergreen webinars. Jon is an expert at marketing and selling through webinars. He’s the founder of a digital marketing agency that builds successful webinar funnels for businesses. Listen as we discuss whether webinars are still a secret weapon for the online marketer. Find Out More About Jon Here: Jon Schumacher Jon Schumacher on YouTube Jon Schumacher on LinkedIn In This Episode: [01:28] - Are webinars still a secret weapon for the online marketer? [02:59] - Jon talks about the drop in show-up rates over the last few years, comparing live webinars to evergreen webinars. [06:17] - We hear about some of the tools or software that people can use for webinars, whether evergreen or live. [09:07] - Jon talks about the merging process between webinars and live videos. [11:56] - Jon has used EverWebinar a lot and thinks it’s good because it can be integrated with a lot of CRMs. He then talks about other recommendations for live and evergreen webinars. [13:31] - We learn about the setup for an evergreen webinar, and how long Jon makes people wait to watch a pre-recorded webinar. [16:50] - Jon goes more into the pros and cons of letting people watch an evergreen webinar whenever they want to. [17:50] - What sort of extra work is involved in a sell-a-course funnel as opposed to a book-a-call funnel? [20:11] - Jon discusses how important it is to try to get someone on the phone with you if your product or service costs over $1,000. [22:33] - We hear about examples on both ends of the spectrum that Jon has been talking about. [24:53] - Jon is a believer in getting the minimal part of the funnel up first and testing it. [27:08] - Urgency is one of the biggest points of influence in affecting people’s behavior, Jon explains. [28:54] - What would be an example of why one might want to book a call with Jon in his webinar now instead of later? [31:19] - Jon talks about his current thoughts regarding what the ideal webinar looks like. [36:47] - Stephan and Jon dive deeper into the 30 minutes or so of the content section of the ideal webinar. [41:46] - We hear more about what Lisa Sasevich does well in terms of sales persuasion. [43:00] - Jon talks about what works for him in terms of letting his audience know that he knows what he’s doing. He and Stephan then talk about stretching the gap. [46:04] - We dive into the components of evergreen webinars, with Jon explaining how he would organize them differently than live webinars. [49:55] - Can’t listeners skip ahead to the end on an evergreen webinar to find the free offer? [51:39] - Jon discusses whether it’s better to let someone book a time on your calendar first, or answer a short qualifying questionnaire first. [53:12] - Jon talks about messenger bots, which he isn’t currently using. [57:03] - How can listeners get in touch with Jon to work with him or learn more about what he does? Links and Resources: Jon Schumacher Jon Schumacher on YouTube Jon Schumacher on LinkedIn Webinar Mastery Summit Go To Webinar EasyWebinar Zoom WebinarJam The Ultimate Guide to Webinar Software and Equipment ClickFunnels vs Leadpages Review EverWebinar Infusionsoft Active Campaign Stealth Seminar Pre-Suasion by Robert Cialdini Influence by Robert Cialdini Russell Brunson Lisa Sasevich Loral Langemeier on the Optimized Geek ManyChat  

Joining me today is the remarkable Justin Rondeau, who’s here to dive into the depths of conversion rate optimization. After listening to this conversation, you’ll be inspired and empowered to use A/B tests or split tests to help optimize your business. Justin is a uniquely expert. He’s the leader of the marketing and growth team at DigitalMarketer, which produces the Traffic & Conversion Summit. Find Out More About Justin Here: Justin Rondeau on LinkedIn Justin Rondeau at DigitalMarketer @Jtrondeau on Twitter Justin Rondeau on Facebook In This Episode: [01:09] - Justin jumps straight into talking about testing, discussing when one should use testing and when common sense is enough. [03:36] - For someone who isn’t too familiar with the realm of conversion rate optimization, what are some of the most obvious kinds of basic tests that Justin would recommend that people do? [05:04] - Justin talks about some of the things you could try out with offer tests, such as 14-day or 30-day free trials. Stephan then talks about the concept of risk reversal, and offers a strong example. [07:05] - Justin hasn’t dabbled much in risk reversal. Instead, he either mitigates risk or tries to take it off of people’s minds. [08:41] - We hear the story of how the $1 trial for DigitalMarketer Lab started, when they actually wanted to do a free trial. [09:51] - What happens when someone spends $1? Is that customer then more willing to spend more in the future? [11:37] - Stephan explains that the way you pitch something makes a lot of difference in terms of the value being portrayed. He uses an example, and inquires whether Justin has done anything similar. [13:38] - Justin talks about what testing showed in regards to the price range that works for a tripwire. [15:15] - We hear some tricks that people try to encourage customers with pricing tables. Those visual cues help people not think, Justin explains, and makes it as easy as possible for a customer’s brain. [16:52] - Stephan mentions the book Don’t Make Me Think, then asks Justin what he’s doing in terms of focus groups. [19:31] - Does Justin do any sort of surveying of his users? [22:27] - Justin lists some of the tools that they use on the backend after having moved away from Infusionsoft. [25:19] - What would be some of the ways to optimize a funnel where you’re just trying to get a phone appointment with a prospect? [27:56] - Justin credits Ryan Deiss with the idea that all marketing is ust messaging and sequencing. [28:30] - What is Justin using HubSpot for? [30:17] - We hear more about why Justin migrated away from Infusionsoft. [31:33] - Justin explains the techniques he uses to retain customers after they stay beyond the trial period. [34:23] - Justin discusses avatars, which he says aren’t up all around the office. He then discusses what a before and after state would look like for an avatar. [38:02] - Stephan talks about a four forces exercise that he learned from Taki Moore. [40:17] - What has Justin seen in terms of impact from incorporating trust seals? [44:10] - Justin discusses how to get to statistical significance with tests like he’s been describing, which you can’t just run on a small amount of traffic. [46:09] - Sliders and carousels are a lazy solution to a complex merchandising problem or offer articulation problem, Justin explains. He and Stephan then discuss videos in the background on homepages, which have gone out of style, as well as several other design features that are no longer in style. [50:20] - What are some of Justin’s tips for testing on social proof? [52:53] - Stephan shares a tip about video testimonials, which addresses the fact that not everyone will watch the video. [53:29] - Justin shares a final piece of information for listeners related to best practices, and points out that best practices do exist. [54:46] - Where can people go to connect with Justin? Links and Resources: Justin Rondeau on LinkedIn Justin Rondeau at DigitalMarketer @Jtrondeau on Twitter Justin Rondeau on Facebook DigitalMarketer Traffic & Conversion Summit Clint Arthur on the Optimized Geek DigitalMarketer Lab Audible Don’t Make Me Think by Steve Krug Infusionsoft LimeLight Maropost Ryan Deiss Tony Robbins HubSpot Taki Moore on Marketing Speak SafeSite Certified  

Today's guest, Amanda Bond, is an expert in Facebook ad strategy. She uses her contagious enthusiasm and wealth of insight to change Facebook advertising from something intimidating into something understandable and fun. She offers clear advice, tips, and strategies on how to make the most of your Facebook advertising. She digs into topics about connecting with potential customers, helping your audience engage with your brand, and finding the best tools to use. Find Out More About Bond Here: The Ad Strategist @TheAdStrategist on Twitter @theadstrategist on Instagram @bondtourage on Instagram @theadstrategist on Facebook In This Episode: [01:32] - We start out with the topic of strategy. Bond digs into tactics and strategy as they relate to Facebook, and emphasizes the importance of prioritizing strategy over tactics. She and Stephan then joke about clickbait strategies. [03:55] - In discussing the strategic processes she puts her clients through, Bond invites listeners to picture a funnel that’s broken into three pieces. She offers examples for how to interact with customers in the different phases represented by the three funnel pieces. [06:48] - What are some of the things that Bond would do for someone who is putting the cart before the horse by trying to make the sale before helping customers feel connected to their brand? [09:47] - Bond recommends going as deep as possible into the funnel first to make sure your business can sustain Facebook ads. [11:38] - Stephan offers himself and his online course as an example to illuminate the points that Bond has been making. She then offers him a tactical way to figure out the answers to his questions. [17:20] - What would be an example of an objection somebody would have, and how would Bond preempt it? [21:07] - Bond discusses bringing a powerful video into ad format so that people see it at the right time in the process. [23:22] - Stephan makes an important clarification about Facebook Live, and why it’s so important to do it from your business page. Bond then elaborates on this point. [25:21] - Bond discusses the terms “retargeting” and “remarketing,” which she uses interchangeably. She then defines the concept. [27:42] - How long does the Facebook Pixel last on your website? [29:02] - Bond returns to the topic of using Facebook Messenger to talk to potential customers. [31:14] - Stephan discusses the power of open-ended questions, which you can use anywhere (not just on Facebook). [33:12] - We hear about Bond’s use of ManyChat, which she explains isn’t as robust as it could be. She then brings us back to the three steps of connect, commit, and close. [36:28] - Is Bond using people’s names in voice messages to make clear that it isn’t recorded? She answers, then discusses the system she’s using on the backend. [40:07] - Bond is at the point where she is going to be incorporating webinars into her process. She then gives a quick and persuasive pitch for the system that she’s launching very soon. She also discloses the price and explains that you can find the system at theadstrategist.com/stradegy to buy the system once it launches. [43:24] - What is Bond’s favorite ad format for each of the three steps (connect, commit, and close)? [47:21] - Bond shares her thoughts on whether listeners should be using Facebook Ads Manager or Facebook Power Editor [49:06] - We learn about EdgeRank and Bond’s thoughts on it. She also explores why it can be more economical to keep people inside the Facebook ecosystem than drive people to your own website. [53:20] - Stephan discusses some ways to manufacture or incentivize engagement behavior. Bond then points out that Facebook is penalizing engagement baiting, and Stephan offers some suggestions to get around that. [56:43] - Bond talks about the disclosures, disclaimers, and so on that you need to include on your landing page. [58:28] - What would be Bond’s ninja best tip that she hasn’t already talked about in this episode? [61:15] - Bond lists some places where listeners can find her online Links and Resources: The Ad Strategist @TheAdStrategist on Twitter @theadstrategist on Instagram @bondtourage on Instagram @theadstrategist on Facebook Marketing funnels The Art of War by Sun Tzu Tony Robbins Facebook Live Facebook Pixel Dean Jackson Kent Littlejohn ManyChat Infusionsoft Ontraport Active Campaign The Ad Strategist’s new system Facebook Ads Manager Facebook Power Editor EdgeRank  

Marketers focus on taking actions that will result in increased conversions. Tim Ash joins me today to talk about optimizing and increasing conversions through compelling customer experiences. We used to think people made conscious buying decisions. We now know that it’s largely the other way around. People make unconscious decisions when it comes to making purchases or choosing products or services. Tim shares how to use this information to help you optimize your conversion rate and grow your business presence. Find Out More About Tim Here: Tim Ash Tim Ash on Facebook Tim Ash on LinkedIn SiteTuners Digital Growth Unleashed In This Episode: [01:13] - Tim starts things off by talking about the best practices and optimization of conversion rate from the evergreen angle. [02:25] - What are the differences between neuromarketing and behavioral economics? [04:32] - Tim discusses how to structure online marketing to take advantage of the human tendency to opt for immediate gratification and discount future pain. [07:09] - What Stephan has just been saying reminds Tim of BJ Fogg’s theory that states that you need three things for any behavior to occur. [10:17] - Tim relates what he and Stephan have been discussing to the gaming industry, which he points out is now bigger than Hollywood. [13:44] - Stephan brings us back to the idea of the trigger, the habit, and the reward. The way to replace the habit is to scramble the trigger, he explains. [15:49] - Stephan discusses being at a conference and optimizing the process for getting as much of the audience as possible to whip out their phones and opt in. [19:54] - Tim responds to Stephan’s example for how to get people to opt in, relating Stephan’s strategy to the theory he previously described by BJ Fogg. [22:51] - Does Tim think it’s important to get someone’s first name, or that it’s better to just ask for an email address? He generally asks for the email address first. [24:42] - Tim gives copies of his book away at his session, and recommends having physical copies available as a form of branding. [25:33] - We learn whether Tim used any of his neuromarketing magic to get his impressive Amazon reviews. He and Stephan then discuss reviews in general, and whether it’s acceptable to ask for them. [30:13] - Stephan returns to the concept of giving away books, using Tony Robbins’ strategy as an example. [31:33] - What are Tim’s thoughts on how to optimize the opportunity of giving something physical away with a free-plus-shipping offer? [35:04] - When the first edition of Tim’s book came out, it included several special offers. He found that they weren’t very effective. [39:41] - Why did Tim feel the need to create a whole conference, Digital Growth Unleashed, when he already had a successful agency and a book? [44:22] - Tim responds to Stephan’s question about which tool is the most important from a conversion standpoint. [50:03] - Tim’s company has used SalesForce, but switched to Infusionsoft. [51:03] - What are some of Tim’s favorite tips, tactics, and strategies for landing page optimization? [56:39] - Tim offers some ways to get in touch with him for listeners who want to hear or learn more, or potentially work with him. Links and Resources: Tim Ash Tim Ash on Facebook Tim Ash on LinkedIn SiteTuners Digital Growth Unleashed Roger Dooley on Marketing Speak TPNI Engage Leadpages Leaddigits Infusionsoft BJ Fogg’s Behavior Model Dave Vanhoose Tony Robbins Unshakeable by Tony Robbins MONEY: Master The Game by Tony Robbins Jeff Walker Launch by Jeff Walker The Optimized Geek Visual Website Optimizer Optimizely Unbounce Hotjar Scott Brinker MarTech Conference SalesForce  

In this conversation, Dawn Anderson and I are going to take a deep dive and geek out about technical SEO. She's an internal SEO and digital marketing consultant for brands and startups alike. We've spoken at many of the same conferences, so I already know she’s a fantastic  expert and the perfect guest for the show. As you’ll learn in this episode, a true mobile-first approach is more important than it’s ever been -- and will only keep growing in importance. Find Out More About Dawn Here: Dawn Anderson on LinkedIn Dawn Anderson on Search Engine Land @dawnieando on Twitter Dawn Anderson on Facebook In This Episode: [01:09] - Dawn starts off by discussing crawl budget, what it is, and why we care. [03:29] - Crawl budget feeds into things like page speed, Stephan points out. Dawn then expands on the idea. [05:46] - Dawn talks about the key areas in which you can emphasize importance in huge websites. [07:07] - Google pretty much ignores priority on XML Sitemaps because people lie, Dawn explains. Another problem is that they tend to get the “last updated” field wrong. [11:05] - Stephan steps in to clarify what Dawn has been saying by using the metaphor of a tree with sickly branches. [12:11] - Dawn discusses a canonical error that she sees frequently involving migrating sites and updating site maps. Stephan then offers his own related insight and advice. [16:25] - Dawn thinks that more education about search console parameters would be really useful for those in the search engine optimization field. [18:20] - What are some other technical SEO issues that a lot of people get wrong? [20:48] - For listeners who aren’t as familiar with technical SEO, Stephan clarifies and explains what Dawn has been talking about in simpler terms. [22:58] - Dawn offers an example involving an ecommerce site to illustrate what she and Stephan have been talking about. [26:15] - The older the site, the longer the process can take for all but the largest and most important sites, Dawn explains. [28:34] - What is hreflang, and why should we care? Dawn and Stephan discuss the challenges inherent in having different sites for Canada, Australia, England, and the United States, for example. [32:51] - These challenges apply in foreign languages too, Stephan points out, using the example of France and Quebec. [35:08] - Stephan and Dawn talk about the time that SEO takes. [36:56] - Dawn talks about a very recent Google release involving mobile-first indexing. Stephan then clarifies why it’s important to think about mobile first as your strategy, and desktop second. [40:01] - Dawn was recently watching a webinar, which she describes and discusses. [44:12] - On a desktop site, tabbed content is still in the HTML but not displayed by default. On mobile devices, Google isn’t discounting it in the same way. [45:25] - What is AMP?  And do all Marketing Speak listeners need to implement it on their sites? [47:47] - Dawn explains that there have been issues with AMP’s proprietary code, but overall it increases performance and conversion rates. [49:26] - Speeding up a slow-loading website is the carrot, but there are sticks as well, Dawn points out. [51:36] - Does Dawn have a parting tidbit or bit of advice for technical SEO? She recommends making sure that you focus completely on mobile and make sure it’s a fast experience. Links and Resources: Dawn Anderson on LinkedIn Dawn Anderson on Search Engine Land @dawnieando on Twitter Dawn Anderson on Facebook BrightonSEO Pubcon Crawl budget XML Sitemaps Gary Illyes Googlebot hreflang AMP Yoast AMP for WordPress Maile Ohye’s video on SEO taking four months to a year