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April 22, 2019

How to better understand your customers (feat. Luke Szyrmer)

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All the profits in your business come from one single source: your customers. No matter how much you know about marketing, you HAVE to understand your customers and what makes them tick.
 
Luke Szyrmer learned all this the hard way. After seeing multiple of his own start-up enterprises fail, he decided to collaborate with his market instead.
 
The end result was a tool called the Hero Canvas. By following Luke’s advice, you’ll learn what REALLY matters to your customers. You’ll know what content they want the most… because they’ll have told you. You’ll create a visual map of the content you need to develop for your marketing maze.
 
Hero Canvas
 
 
We KNOW we need to be speaking to customers regularly, but the real question is HOW? Listen now to learn more.

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Facebook Conversion Tracking Explained

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In this episode Rob and Jonathan discuss common Facebook conversion tracking misunderstandings, mistakes and omissions. If you’re spending decent money on Facebook ads, this is a topic you need to get to grips with. Listen now to learn:
  • The essentials of Facebook conversion tracking
  • The relationship between the global site pixel, custom conversions, and custom events
  • What goes in under the hood
  • Why tracking can fail
  • Why the number of ‘leads’ Facebook is reporting might not reflect your true number of leads
  • The difference between events and conversions
  • Why these problems are nothing new!

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April 5, 2019

The 80/20 Principle of Ad Testing

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The ‘80/20’ or Pareto principle is an established mathematical fact. Everything in the world that can be impacted by positive or negative feedback loops is impacted by this… including your ads.

A small number of your ads will drive the most profit…

While a small number of ads will cost you large amounts of money.

Most of the time this effect is hidden. In this episode we explain how this works, why it is so important, and how to leverage the 80/20 effect in your paid ads strategy. Listen now to learn:

  • What craters on the moon have to do with the success (and failure) of your ads
  • What Jeff Bezos, Bill Gates and Waffen Buffet also have to do with the success of your ads
  • Why ‘80’ and ‘20’ is misleading
  • Why you need to be testing more ads… and expecting most of them to fail

For more on the 80/20 curve we recommend Perry Marshall’s book 80/20 Sales and Marketing.

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March 31, 2019

Messenger Marketing and Bot Building Explained

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Show Notes and PDF Printout

Messenger Marketing and ‘Bot Building’ explained, in 21 minutes! 

Messenger marketing – the act of communicating with prospects and customers through Facebook’s messaging platform – is a big deal right now.

Most of us have at least one messaging platform installed on our phone, and on the face of it open and click through rates are extremely high.

On this episode we examine messenger marketing in detail, and look at some of the advantages and pitfalls. Listen now to learn:

  • Why messenger marketing is NOT a replacement for email
  • The difference between messenger marketing and messenger bots
  • Key things to understand about Facebook Messenger
  • When to use a bot… and when to not
  • Why segmentation and interaction REALLY matters
  • Differences between Facebook ads and messenger marketing (even though it’s the same platform)

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March 22, 2019

Landing Page Tips: Where to Send Paid Traffic

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How to construct and test appropriate landing pages for your paid search traffic, and key mistakes to avoid. Rob and Jonathan discuss:

  • Why ‘ugly’ landing pages can sometimes convert best
  • Whether to create pages in a page builder, or just use your existing website
  • Why there isn’t a single best landing page format
  • What landing pages to use for remarketing traffic
  • How to create synergy between ad and landing page
  • Core principles for landing page design
  • How to monitor and improve page load time (and why this matters)
  • The landing page mistake that gives Rob ‘red mist’ rage

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