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Rob Drummond

Author Archives: Rob Drummond

July 19, 2020

The Professional Approach To LinkedIn Ads (feat. AJ Wilcox)

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When we talk to people about LinkedIn ads, we usually hear objections such as:

  • “Do they really work?” (Yes)
  • “Aren’t they expensive?” (Cost per qualified lead can be low)

It is time to debunk these myths. LinkedIn have put a lot of work recently into their advertising platform. On this episode, we interview LinkedIn Ads expert AJ Wilcox. On the call AJ explained:

  • What ad format to run with 95% of the time
  • Whether to use single image or single video ads
  • Whether to write long or short copy ads
  • Why people go to LinkedIn, and how they respond to ads
  • How we now have engagement retargeting on LinkedIn 🙂 🙂 🙂
  • Why the targeting options on LinkedIn are essential for B2B marketing
  • What customer lifetime value you need to run LinkedIn ads profitably
  • What kinds of offers work on LinkedIn (i.e. what to say in your LinkedIn ads)
  • How to get very senior people to respond to your ads
  • How long to run an offer before changing it
  • What is a reasonable testing budget for new LinkedIn advertisers
  • What’s the lowest budget you can spend to still see results
  • How to complement your paid LinkedIn efforts with organic networking
  • The breakdown between mobile and desktop impressions
  • The two biggest mistakes people make (i.e. how to avoid the ‘LinkedIn Stupidity Tax’)
  • How many ads to test at any time

AJ’s website: www.b2linked.com

AJ’s free LinkedIn ads checklist: www.b2linked.com/checklist

AJ’s podcast: The LinkedIn Ads Show Podcast

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Behavioural Engagement Nurture Sequences (feat. Roland Eva)

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We’re all familiar with the concept of nurturing potential customers over the buying cycle. But how should you prioritise your efforts?

One approach is to use something called a ‘Behavioural Engagement Nurture Sequence’… where the marketing people receive from you is driven my the recency of their engagement.

Listen now to learn:

  • Why a long-form sales page can easily out-perform webinars and sales teams
  • How people really read (and re-read) sales pages
  • Whether to use a video sales letter or a long copy sales page (and the one exception)
  • How a behavioural engagement nurture sequence differs from a conventional nurture sequence
  • Why you need content in multiple formats
  • How many emails you really need to write
  • What to do with unengaged contacts
  • How to organise all your marketing nurture efforts around the principle RFM (recency, frequency and money)
  • What a Fibonacci sequence is, and how to incorporate it into your efforts

Roland’s website is www.rolandeva.co.uk. The book Roland mentions is No B.S. Direct Marketing by Dan Kennedy..

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February 16, 2020

12 Effective Lead Magnets (feat. James Daniel)

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Offering a ‘lead magnet’ – an incentive for people subscribing to your email list, is a key ingredient in growing your audience.

The trouble is, most lead magnets don’t work as well as they used to. In this episode, copywriter James Daniel explains:
  • Why the humble ‘special report’ has taken a battering in recent years
  • Why lead magnet signup rates have tumbled
  • James’ insights from testing all kinds of lead magnets
  • 12-types of lead magnets to consider testing in your marketing
  • Why the title of your lead magnet is critically important… and how to get it right
  • How long your lead magnet should be
  • How to define the scope of your lead magnet
  • What to put on your lead magnet thank you pages
  • The difference between influence and manipulation
  • Whether to focus your lead magnet on pain or gain
To grab James’ full list of 12 effective lead magnets, email james@jamesthecopywriter.co.uk with ‘lead magnet’ in subject line.

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January 27, 2020

How to Write a Truly Great Book (feat. Vicky Fraser)

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Vicky Fraser is a former direct response copywriter who now helps people to write outstanding business books. Books that actually change the lives of your readers. Listen to this interview now to learn:

  • Why most business books are dull
  • How to decide the scope of the book
  • Why your book should be a delight to read
  • Where to start your planning
  • Why the ‘big idea’ for your book will often emerge over time
  • Whether to write your own book… or hire a ghost writer
  • Why work with at least one writing accountability partner
  • How to plan and protect your writing time
  • Why to strictly separate writing and editing
  • Why to keep one person in mind when you’re writing
  • Why your stories and anecdotes don’t have to be strictly true
  • How to test your stories before including them in your book
  • How to reuse and re-purpose content when writing your book
  • How to promote your book once it’s written (and why to start this NOW)
  • How to come up with your book title
  • When to write the back blurb (hint: not as you’re about to publish the book!)

Learn more about Vicky’s work and grab her book at www.moxiebooks.co.uk.

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January 10, 2020

Social Proof That Sells (feat. Justin DeMers)

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Testimonials are a critical part of any marketing and sales system. The problem? Most testimonials are lousy – and fail to reveal the true value you provide.

Justin DeMers has a different approach to testimonials. Listen now to learn:

  • Why your customers have stories your potential customers NEED to hear
  • Why a “success story” won’t do you much good
  • Why the universal thread in any successful story is conflict
  • Why perfect testimonials can attract bad clients
  • How to ask for great testimonials without feeling awkward
  • How to guide your customer through the testimonial
  • When to ask for testimonials (not necessarily the end!)
  • How to pull customer objections into your testimonials
  • Why you should capture your own testimonials
  • What format to capture your testimonials in
  • What formats to publish in – and why video is king

You can sign up for Justin’s workshops at socialproofclub.com.

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