Tag Archives: marketing

Building a Killer Email Launch Sequence

Episode 325 | Building a Killer Email Launch Sequence
Date: 2017-01-31
Link: Startups for the Rest of Us
Startups for the Rest of UsYour opener needs to be really engaging otherwise they won’t keep reading.
Use a lot of “you” words (to talk to the reader).
Add on social proof.
Offer a money back guarantee.
The entire purpose of a sales letter is to move someone from where they are today into the position where they are going to take that next step and become a customer.
The more emails you send the more money you make but you also get more unsubscribes and complaints.
Your offer needs to have a reward and be time-limited.
Do not wait until the day before (your launch) to start writing your emails.
Don’t do launches over the weekend because people are not at their computer as much.
If you don’t send emails, or only send one, it is a 5X or 10X difference in results for your launch.
A solid email list is 20% to 60% open rate.

Clay Collins and The Unraveling Marketing Stack

TMBA360: Clay Collins and The Unraveling Marketing Stack
Date: 2016-10-27
Link: Tropical MBA
Generally over time technology stacks tend to be unbundled.
Each part of the technology stack ends up being dominated by a company focused on that slice.
Metered pricing allows you to infinitely scale your pricing that is in line with the value you are creating.
You need to find one-to-many sales channels and content marketing is a part of that.

The 6 Biggest Email Marketing Myths

Episode 293 | The 6 Biggest Email Marketing Myths
Date: 2016-06-14
Link: Startups for the Rest of Us
Startups for the Rest of UsMondays and Fridays are typically not good days to send email.
Entrepreneurs tend to check their email on the weekend. People and large corporations tend not to check their email on the weekend.
If you send on Tuesday then you are probably getting lost in all of the other email marketers who send on Tuesdays.
(Email length) depends so much on your visitors and prospects.
Have shorter emails that are good on mobile when you are first engaging with someone. Pack short, powerful stuff in the getting acquainted emails.
You have to have a minimum number of characters that conveys what the email is about.
Make sure you are building your list fast enough that having an expected unsubscribe rate is something you can overcome.
Have really nice plain text looking emails.

How to Choose and Test a Paid Marketing Channel

Episode 288 | How to Choose and Test a Paid Marketing Channel
Date: 2016-05-10
Link: Startups for the Rest of Us
Startups for the Rest of UsAs ad platforms get more mature (e.g. Adwords) they get way more expensive and there is no way you are going to make them work.
Be realistic in how much time you have to run ads (tests).
Don’t spend a lot of time trying to figure out what the single best ad is. Take three to five of them and test them. See what the results are.
There is a lot more B2C inventory than B2B. B2C is lower quality.
If you can find an outlier ad network, and you can make it work, the clicks are going to be super cheap and it is going to be very, very lucrative for you.

Getting the Most Out of YouTube

TMBA330: Getting the Most Out of YouTube
Date: 2016-03-31
Link: Tropical MBA
Tropical MBAHave structure to your schedule
Book: Miracle Morning
An entrepreneur has to give yourself structure.
One thing that is important on YouTube is to brand yourself.
Don’t let it be so overwhelming that you don’t get started.
It is important to get a lot of content out there.
Have a call to action at the beginning (of the video as well at the end).
Getting started is the main thing.
If your primary audience is in China then YouTube is not for you.
Your personality and how you come across on camera are the most important.
You have to be able to connect to your viewer and treat them like you are talking to them.
You want to look like you want your brand to look.
Think about what the difference is between what you are putting in your YouTube channel for free vs. what you are putting in your paid materials.

The Absolute Bare Minimum You Should Know About Segmenting Your Email List

Episode 265 | The Absolute Bare Minimum You Should Know About Segmenting Your Email List
Date: 2015-12-01
Link: Startups for the Rest of Us
Startups for the Rest of UsYou’re going to have a marketing list (people who have not signed up for a trial or downloaded your product). They are hanging around for content.
The second bucket is a trial user. Your goal there is to nurture them through the trial path to become a customer.
The third stage is someone paying you.
The fourth stage is someone becoming a repeat customer.
The marketing list you want to be educating about your space or your industry.
Don’t attach downloads you offer to an email as spam filters will catch it.
You don’t want unqualified prospects in your funnel.
Overtime big email services know if people are opening your email. If they will not they will move you to promotions and eventually spam.
Lead scoring is mind blowing. It tells you how engaged someone is with your marketing, website, and your emails.
The number of people you onboard highly correlates with paying customers.
Think about what you can offer your best customers that makes them feel like you are giving them exclusive access to something.
Treat your customers like it is a relationship. You have to give and not just take.
Everybody on your list is a person and it is about building a relationship.

9 Common A/B Testing Mistakes

Episode 258 | 9 Common A/B Testing Mistakes
Date: 2015-10-13
Link: Startups for the Rest of Us
Startups for the Rest of UsIf you’re going to start A/B testing really figure out where you can make the biggest impact on your sales funnel. Don’t just randomly test things on your website.
Have a methodology that you follow.
Your test needs to run long enough to be statistically significant.
Having one hundred conversions coming through (is a good length).
Split tests are not foolproof.
Most test you run are not going to show significant differences.
You don’t want to ignore small gains if they are statistically significant.
Run one test at a time until you feel comfortable with it.
It is hard to learn anything unless you have a goal in mind.
Be careful you aren’t accepting everything as fact.

The 10 Elements of Highly Effective SaaS Landing Pages

Episode 256 | The 10 Elements of Highly Effective SaaS Landing Pages
Date: 2015-09-29
Link: Startups for the Rest of Us
Startups for the Rest of UsDesign it for first-time visitors
You want visitors to go down a very specific path you have outlined for them.
Customers who are coming to log in will find the login box. Don’t make it prominent.
For first -time visitors you are trying to educate them, get their interest piqued, and then get them to take the next step in the action.
You have to make an assumption that a visitor to your site knows absolutely nothing.
The number one goal of your website is not to get somebody to buy your app but to get somebody to come back to your website.
Returning visitors are between six and twenty times more likely to purchase from you. Very few people purchase on the first try.
Have a great headline
Make a promise in the headline. Then have an action verb. Then have a directly stated “you” or an implied “you”. So you talking directly to the person reading.
Have at least one visual element at the top of the page
Have the visual element either next to or below the headline.
If you use a video then it should be less than 90 seconds.
Provide a couple of benefits
List three benefits.
Stay grounded (with your benefits).
Don’t go so high level that it doesn’t make sense anymore. Don’t say “saves you time” or “makes you more money”.
You don’t want to overwhelm someone on your homepage with every piece of information you can possibly have.
Social proof
This is not optional.
Testimonials from customers. With headshots if possible. Edit the testimonial down to just the core part.
Press logos.
Put a vanity metric in there.
Those are essential trust factors. You have to give people proof (to trust you).
Features that set you apart. “These are things nobody else has” or “These are what are customers like most”.
You have to be very specific.
On the website somewhere you need to have a features page.
Limit the number of links or buttons on the page
Limit the amount of things to do as a user reads through.
Put everything else in your footer
If you want people to sign up for your course don’t put it in the footer. And don’t put it in the header. That is your call to action. Use a javascript widget and have it pop up at certain times.
Have a sitemap in the footer.
Upfront you don’t need a sitemap but longer term, as your product gets bigger and bigger, you probably do.

Email Marketing Demystified with Matthew Paulson

Episode 251 | Email Marketing Demystified with Matthew Paulson
Date: 2015-08-25
Link: Startups for the Rest for Us
Startups for the Rest of UsMany people don’t realize the ROI on email marketing.
We think our customers are just like us. It turns out we are not our customers. You cannot assume your customers are just like you are. Our customers might behave a different way with email.
If somebody signs up for your email list that means they want to receive emails from you so you should probably send them some emails.
A good email now is better than a great email never.
Every day you are not sending out an email is a day you are losing a sale.
The format of the lead magnet matters less than the content in the magnet.
Try to get people to whitelist you or add you to their contact list.
Try to sell one of your products on your thank you page.

14 Ideas for High Impact Lead Magnets

Episode 248 | 14 Ideas for High Impact Lead Magnets
Date: 2015-08-04
Link: Startups for the Rest of Us
Startups for the Rest of UsDo not take business advice from somebody who does not have good work/life balance.
Five to seven day email courses work really well. It gets a subscriber used to hearing from you on a regular basis.
Some markets might be oversaturated with email courses and they might be valued less than an ebook.
An email course helps to promote trust and establishes you as an expert in the industry you are promoting the email course on.
A top ten tools list are easy to put together.
Give away a free training video or walk-through of something.
A single video is becoming less valuable.
Keep your video pacing as fast as you can.
An ebook should be 40 to 200 pages.
A swipe file is a collection of ideas.
Do a case study which is a deep dive into a particular problem with a before and after.
When deciding what lead magnet to create ask what the goal of that lead magnet is.