In this video, top entrepreneurs Ezra Firestone (Smart Marketer), Dornubari Vizor (LeadQuizzes), Meagen Eisenberg (MongoDB), Ryan Deiss (Digital Marketer), Bettina Hein (Pixability), Max Chieruzzi (AdEspresso), and Irv Shapiro (DialogTech) give Eric Siu their best advertising strategies.
In these clips from the Growth Everywhere podcast, you’ll learn about how to drive contextual traffic (Ezra Firestone), how to get leads for less than a dollar (Dornubari Vizor), how to use Facebook retargeting to get people in the funnel (Meagen Eisenberg), how to use retargeting ads (Ryan Deiss), what to do with mobile location data (Bettina Hein), how to use Facebook ads to distribute great content (Max Chieruzzi), and how phone calls can create the best quality leads (Irv Shapiro)
1) GE Ep 133 : How Smart Marketer Generated $41K in E-commerce Sales From Just $775 in Pinterest Ad Spend
2) GE Ep 168 : How Startups Can Generate Leads for as Little as $.05 with LeadQuizzes
3) GE Ep 137 : MongoDB CMO Meagen Eisenberg On Building Specific Nurture Programs Based on Buyer Persona
4) GE Ep 121 : How Digital Marketer Created An Effective Facebook Ads + Content Marketing Combo After Spending Over $15M On Testing
5) GE 242: How Founder Bettina Hein Has Grown Video Advertising Platform Pixability 100% per Year for the Last 5 Years
6) GE Ep 94 : How AdEspresso Spends as Little as $0.03 per Click on High-ROI Facebook Advertising
7) GE Ep 164 : Irv Shapiro on Why Using Phone Numbers as Part of Your Ad Campaigns Can Double Conversions & Reduce Ad Spend by 10-30%
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Full Transcript of The Video
Ezra: So when you drive query-based traffic, you don't have to do a whole lot, you're like here's my product. Buy it. Here's a picture of it, here's a description of it. You were looking for it anyways. When you're driving contextual traffic, it requires more than that. You have to woo someone from looking at a picture of their friend to making a buying decision and the way that we do that is we send people to what's called a pre-sell engagement page. An article that engages them in a conversation about a topic or a problem that they're interested in that alludes to a solution that is our product, and so what happens is instead of us being like, "Hey, buy my stuff." We're like, "Hey, check out this article," and then in the article, there's a transition into the conversation about a product, so it's like hey I had this experience, I had diabetes and I started eating well and it was amazing and I feel so much better and I use this particular supplement and then they click the link for that supplement and now they're chasing the offer and then they go to the sales page.
Dornubari Vizor: If you're starting out and you have very little traffic going to your site, what we recommend is our quizzes really worked well with Facebook ads and you don't have to be a big spender on Facebook in order to see any results from it. So we recommend driving Facebook traffic from Facebook ads to your quizzes and advertising it, and what ends up happening you get a ton of engagement on your ads where people are sharing the quiz ads itself. Commenting and putting their results and Facebook sees the quizzes as like a highly engaging ad content, so it drives down the cost of your ad. So for some of our customers and users, they're able to capture leads at five cents up to 90 cents a lead and depending on the type of quiz that they're running to their website.
Meagen E.: You know I'm impressed we've done some retargeting and we fund Facebook is where we're seeing a lot of response where people are entering our funnel after we retarget them to that channel. I love LinkedIn, we certainly run stuff with targeted ads like bizo, it is more expensive, certainly than Facebook or Twitter, but there's good targets on LinkedIn and our sales team, of course, is very active social selling and using LinkedIn.
Ryan Deiss: I'm most interested in setting a retargeting pixel so I can followup with them through a retargeting ads. So what we're doing now, is we're buying advertising and the list that I'm interested in building, additionally at least, is not a list of demos, not a list of subscribers even, but I'm interested in building our pixeled audience list. So how many people can we pixel with Facebook retargeting and Google retargeting so that now we've given value in advance, they came to our site, they read it, I didn't make them jump through a hoop, it wasn't quid pro quo, it wasn't hey give me your email address and then I'll give you some content, it's hey I'm so glad you're here, here's some great content. Maybe they click around, but now I know they came to my site and I can followup. I get multiple bites at the apple, through a retargeting, and then it's in those retargeting ads where we ask people to give us their name and email address or take a demo, but it's only after we've delivered value in advance.
Bettina Hein: But now they brand advertisers are also getting into the game, and newer ways of correlating what happens when you invest and allow these brands to really see the impact of their spending. So you can really see these days also with mobile location data, you can see if someone has seen your ad actually visits your store and then you can correlate that with your point of sale data and see if you actually sold more things. So it's an exciting time for marketers. They can really see better how their money is working for them, but it's also a super confusing time for marketers because digital is so much more complex than just buying a newspaper ad, or television spot and we have Pixability to try to provide clarity to those brand advertisers.
Max Chieruzzi: Worded it to push out great content, unique, but really adds value to your customer to matter if they are customer or they will never buy the product, and better when you have great content, Facebook advertising becomes a really huge weapon to maximize with content. So, content, Facebook advertising to reach as many users as we can with the content, and then we are [inaudible 00:04:45] so once you visit our work log we've website custom all DNCs from Facebook advertising, we retarget you and we tell you hey, we also have this great eBook but you can [inaudible 00:04:56]. We only want your email for example or your email and your name. We convert them into leads and then we use Hotspot to do a lead nurturing and with time convert them into paid customers.
Irv Shapiro: So in any of these cases, they found that by putting the ability to engage with their call center right up front via telephone number, increased their call through rate, we call it a phone through rate and because they knew what AdWords and ads were driving those calls, they were able to optimize around those calls and those calls are the best quality leads, because there's immediate urgency. Nobody's picking up to call if they're not seriously thinking about going to your resort. With somebody might down click on an ad or fill in the contact form just to gather information for next year.
So the interesting thing about our use of telephones, of mobile devices, of smartphones is they communicate to the brand a certain level or urgency that you don't necessarily get from a click.
Eric Siu: Hope you enjoy the video, thanks for leveling up. Keep grinding, subscribe, see you tomorrow.
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