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Million-Dollar Funnels Aren’t Made With Ads

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Million-Dollar Funnels Aren’t Made With Ads

Having a million-dollar marketing funnel is nothing to scoff at. 

It’s a huge accomplishment that deserves its’ kudos. There’s a lot of automation, dedication, and ideation that goes into making something like that happen.

It’s the type of benchmark that says, “Hey, I was a serious business owner at 6-figures. But now? I turned my serious business into an EMPIRE.”

So listen, if you already have one: congrats, I commend you for the hard work. Feel free to kick back, put your feet up, and hang out.

For anyone looking to scale their funnel to that million-dollar benchmark, you’ll want to take a couple of notes.

But before I get into that, let’s talk about me real quick—just to make sure you know I’m not some random schlub pretending to know a thing or two about marketing.

My name’s Yogev Almog, I’m a marketing consultant and copywriting strategist for 6, 7, and 8-figure brands. 

I’ve written for and consulted on funnels ranging from fitness, coaching, eCommerce, business automation, CPG, financial institutions, telehealth services, done-for-you businesses, chiropractors—name an industry and I’ve likely written something or at the very least given some advice on it. 

And just to put the cherry on top, my work has been a direct contribution to a handful of million dollar funnels. 

So, now that you know a little about me and my credibility, I feel pretty comfortable saying this next part:

If your end goal is simply “The Million-Dollar Funnel,” everything I’m about to say is probably going to upset you. 

In fact, it definitely will. And you know who I’m going to upset the most today? Ad experts. 

Dearest ad expert friends of mine: I love you, truly, I do. I promise this isn’t a shot at you. 

The thing is, entrepreneurs are especially obsessed with social media ads right now.

There’s this instant gratification that comes with an ad campaign because you can pretty easily track where a sale is coming from.

“Person sees ad. Person clicks on ad. Person spends time on site. Person buys.”

You can see how it might get addicting to watch as your phone blows up with sales confirmations but what people tend to be super quiet about is: 

  1. The amount of ad budget you need to kickstart a campaign
  2. All the creative you constantly need to test (Both the visual and written) 
  3. Following community guidelines to make sure your account doesn’t get shut down for saying the wrong thing
  4. The inevitable upward trend of ad spend due to market saturation

Talking about this often makes me think of a conversation I had with a client. 

On a call, she mentioned a competitor of hers in the coaching space who paraded around their million-dollar funnel. 

What’s important to note is this competitor went on a podcast talking about the $1.2 million they made that year but admitted to spending over a million on just ads alone…

…yea, that’s not what you want. 

Don’t get me wrong, loss leaders can be helpful in business, and turning a $200,000 profit is nothing to be ashamed of but the fact of the matter is that’s not $200,000 in profit. 

They still had to pay out employees, cover operating expenses, and ONLY THEN could they pay themselves out…  

…That’s a lot of work just to say you have a million-dollar funnel. 

Still, we see a few industry leaders truly killing it with Meta and Google Ads and all of a sudden that means everyone flocks to it as “the way” for every business to grow. 

Listen, there’s some truth to this. Ads can definitely grow your business and reach audiences you wouldn’t typically have access to. 

And sure, taking a loss on the frontend makes plenty of sense if you’re re-engaging repeat customers or people who didn’t initially buy on the backend—but how many people actually have that dialed? 

How many have figured out exactly what their ideal customer wants with organic traffic before putting money behind paid traffic? 

Ads are great, but only when they’re used the right way and only when you’re ready. 

(There’s nothing wrong with messy action, but if you’re not careful messy can become a disaster.)

And the only way you’re able to do that is if you recognize what is objective truth: ads aren’t THE answer, ads are just a tool—a piece of the bigger picture. 

Once you see that, you’re able to use them more effectively, efficiently, and you put power back into your hands. 

Because when you rely solely on social media ads as your lead and revenue generator, you basically are at the mercy of Meta and how they want to run things. 

So how do you put that power back into your hands and build a business not dependent on ads? You take a step back and look at all the pieces that make a successful million-dollar funnel. 

There Are 3 Key Components To Any Successful Million-Dollar Funnel:

  1. Attention
  2. Affection
  3. Retention 

I can dig deeper into each one of these in a later post but for now let’s just focus on the general idea.  

Attention is simply getting people to notice you. You’re creating awareness of something interesting or important. 

Typically this is where ads come into play but this can also be featured content, affiliate email programs, podcasts, you get the picture. 

Affection is what happens after you’ve grabbed their attention. The goal here is to connect with the audience and create a relationship that makes them want to buy from you.

This shows up as sales pages, email sequences, and even your everyday content on your social platforms but the bottom line is that you’re nurturing these people.

The last part is retention.

Now, whether or not this person has bought from you, they expressed interest in some form and you want to keep that person around. 

Why? 

Well, buyers will tell people how great your stuff is and anyone who didn’t buy might just need a little more time to think before they decide to buy from you. 

And again, even if they NEVER buy, best case they refer someone to you, worst case it doesn’t hurt to have one other person that likes you.

This piece also is largely working in your email and in the content you’re pushing out through your other channels. (Facebook, Instagram, podcast, blog, etc.) 

Okay, so remember when I said that entrepreneurs are addicted to ads? What I mean is, they’re so hyper-focused on making sure that Attention works that there’s little to no thought put into Affection or Retentionwhich is a problem

Those last 2 pieces of a successful million-dollar funnel can take time to build but are what can save you SOOOOO much time and money on cold ads and retargeting. 

Plus, if you set them up and automate the processes correctly, they account for the highest ROI in any successful business. (And I mean ANY.)

What really stops entrepreneurs from focusing on these areas is pretty simple: 

  1. It’s harder to track exactly where a sale came from
  2. It takes more time to see the results
  3. It’s really not sexy

And I sympathize with you, really, I do. 

I want my results on demand like everyone else does. 

The thing is, that’s not how you build a million-dollar funnel. 

You have to be willing to put in the time and effort to make it work. Not only that, you need a strategy that makes sense within your business that can effectively scale as you do. (Because trust me, that million-dollar funnel is NOT a one-person operation.) 

SO am I saying don’t use ads? Absolutely not. (My ad expert friends would kill me if I did.) 

Ads are an important piece of a flourishing market strategy. 

But remember, that’s exactly what they are: a piece. 

And when you go back to edit or build your funnel, you should treat them as such—just a piece of the bigger picture.

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11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Conclusion

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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