Crypto Marketing In A Decentralising World

A clarion call to blockchain startups and marketeers to look beyond ‘quick wins’ and focus on the greatest opportunity of our era:

Humanise Your Digital Customer

With the rise of digital persona based smart contract identities, the crypto smart customer will build an augmented control grid around their life. 

DAOs (Decentralised Autonomous Organisations) and M2M (Machine-to-Machine) economics will allow customers to create distance from advertisers that do not match their profile. Think of it like super-intelligent ad blockers. 

Startups that authentically align with the customers preferred style of experience can thrive. 

At the very core of customer experience is not ‘how many clicks it takes to register’… nor how many ‘cutting edge features’ a product has. In a world of choice, the customer is not loyal to brands. But they are loyal to their beliefs.

As such, the core of modern customer engagement is identity. That is, how does your brand experience compliment or contradict your customers own identity, values, aspirations and beliefs.

Give yourself enough time and space to get that right, and you’ll attract a like-minded community of customers within the rapidly decentralising digital economy. 

Get it wrong, and you’ll struggle through an endless flow of short-term marketing campaigns with countless product pivots.

Remember: Customer is King. 

Start with Service Design Thinking. Get the recommended book, explore the tools, do the work.

Humanise your digital customer.

– January 2018

Areas that Cyclic Media can support:

1. Marketing Funnels

Funnel’s are everywhere. From that first moment your audience catches sight of your advert and the all-important first click… The big promise and specific offer on the landing page… The email sequence sent to nurture your prospects interest and trust… The complete buying experience and customer follow-up to maximize customer lifetime value.

We cover the lot. Squeezing out every possible drop of audience engagement with fully-tracked conversion funnels — gaining actionable insight about your audience every time someone visits your site. And we share all that insight with you.

From campaign planning, to design and build, through to the all-important ‘marketing automation’ and performance tracking for continuous improvement.

2. Insight & Experience

From many years in the trenches of digital marketing lead generation, branding and eCommerce management, we have a keen eye for making rapid improvements.

We look at your current results to optimize brand experience and sales conversions at every point… while using analytical tools to find ways of maximizing results.

What questions go unanswered in your visitors buying process? 

How can we demonstrably improve user engagement to increase leads and sales? 

What simple tweaks can increase conversion rates and lower the cost of new customer acquisition? 

What do your site visitors think of your site? 

Where do they get stuck and then abandon the sale? 

What aspects of your brand story can we emphasize in new campaigns? 

All this and more.

3. Content Creation

We can support you in content strategy planning, including how to make best use of video, graphics and copy for brand profile and demand generation. 

Send us your campaign brief or chat to us by phone to clarify the project. We’ll help you produce first-class content within the agreed timeframe: From simple campaign emails, lead generation landing pages, through to feature sales pages, or complete VSL(video sales letter) scripts.

Gavriel is a veteran copywriter having written for dozens of companies since the 90s in both B2B and B2C markets, including health, finance, technology, personal development, dating and relationships, and many more.

Send an enquiry.

4. Traffic Management

Sometimes the best ideas in the world go unappreciated and unused simply because the right people never know about them. Do you have the best kept secret in the world? Or perhaps just a well-developed quality product or service, but not enough traffic?

Concerned about front-loading $5,000 on a particular display network and want to validate campaign performance before scaling the budget? Perhaps you want to bootstrap several hundred dollars per month through split-test campaigns to find and scale winners and then roll-out to the big networks including Adwords PPC and large Display Networks. It that’s unclear, no worries. We can explain everything.

Speak to us about your traffic concerns and we’ll suggest the opportunities worth focusing on. We can manage your traffic budget from $300 per month to $30,000 per month or more — including email solo ads, display networks, PPC and even social…

…although social campaigns tend to work best for existing customer retention and growth rather than new customer acquisition (a question we get asked a lot by concerned marketing managers who are underperforming on their targets for social marketing).

5. Lead Nurture & Sales

You have content, you have traffic? Now how well are leads being captured and nurtured into sales? 

From landing pages to simple email follow-up campaigns and full-fledged marketing automation, we can help develop a lead nurture strategy to build brand preference and generate sales.

 

Strategic phases for product launches (Q&A)

Q1. The emails were originally designed for an evergreen product. Once-off launches are so tedious and takes so much energy and then its difficult to relaunch soon after. What’s your take?

An evergreen launch is only possible once the funnel is optimized for conversions of established traffic sources. You’re not at the stage to be thinking evergreen yet until you validate with cold traffic and make all of the necessary adjustments. Like I said, I believe properly scripted launch videos are needed for cold traffic campaigns to maximize conversions. Launches are not easy projects and need a big commitment.

Q2. The price of $495 dollars – its pricey in South African terms or I suppose hits the spot with ALL the bonuses im offering. I was thinking that Im probably selling myself (and you) short. Should I not do it at $995 and offer a 20% coupon if they buy today in a time frame? My auto resonder allows for this? I know empirically coupons work in some cases but apparently – “the cart is closing” works better. But can I use both? Or am I complicating issues? Just need you input on a. scarcity offer if evergreen, b. scarcity offer if once off launch? I suppose test and measure works but need to take a stance on this one. Whats your view?

If $495 is pricey they $900 would be doubly pricey. Bottom line from strategic marketing there’s no shortage of traffic online once you get a converting funnel, so pricing strategy for a new launch should focus on getting the most amount of sales while tracking the conversion rates throughout the funnel. That allows you to identify the weakest links in the change with more data in your analytics report. Then you can test price points with additional traffic campaigns to maximize EPC (earnings per click), or ‘ROI’. Yes you could do a 20% or 45% coupon discount. The video sales letter should show the price reduction from say $10,000 down to $2,000 down to the real price.

Launches need scarcity. In this case you can simply provide all customers with full access so you don’t need to worry about bonus fulfillment. Just send everyone an email saying ‘to heck with it I’m giving you everything’. The reason for building scarcity in the launch is to push them over the edge so you make the sales. But you can still give them all the bonuses if you want to.

Q3. Affiliates. My system easily allows for tracking and a portal and it would be a great way to boost emails. I guess I can approach one or two but maybe is should attempt an internal launch first. All this uncertainty drives me nuts

Yes the uncertainty with launches is solved by the phased launch approach. First do a real internal launch, which means no autoresponder email sequences, it’s a conversation with your list to add value and build anticipation. Second is to then do a cold traffic launch to validate conversions on cold traffic. Third launch can then be a JV launch given that you now have a proven conversion funnel.

Good luck with the first internal test launch.

Key To Maximum Influence Through Content Marketing and/or Coaching

‘Emotive Compulsion’

Your customers inner-drive to make a change, to try something new… built on a bed of motivations including background beliefs, future desires, and current frustration.

THESE are the reasons why customers buy new products… or coaching clients try new approaches to life.

In marketing just as in coaching:

We know the basis of choice is a balancing act between the risk-reward-cost ratio of change.

But how do we best influence thought and emotion most effectively at the same time to wield maximum influence on our audience or facilitate exponential change in coaching/consulting client results.

Maria Veloso describes the key as the ‘trifecta neuro-affective principle’.

A giddy phrase that simply means that stimulating emotions can alter the pattern of thoughts that a person, a customer or a client experiences; thereby influencing their behavior.

The mind is pliable after all.

We CAN turn a lost sale into giant lifetime customer value.

We CAN revolutionize our behavioral habits in ways that massively support our outward success and our inner sense of empowerment and fulfillment.

We just have to get the engagement sequence right. We need a narrative that reaches a psychological core.

You may call it ‘the brand story’ as marketers do, or the ‘hero’s journey’ as I do in Depth Coaching.

For marketing, Maria translates this to a 5 step buyer process that can be applied to campaigns:

1. What’s the problem?
2. Why hasn’t the problem been solved?
3. What is possible?
4. What’s different now?
5. What should you do now?

It reminds me of Gene Schwartz stunning classic Breakthrough Advertizing where he explains the powerful concept of ‘market sophistication’ in comparing the ‘naive consumer’ and the ‘educated consumer’ (see 5 Degrees of Consumer Sophistication)

Advertizing to the Educated Consumer

Today’s educated consumer is compelled by demonstration, evidence, and insight into the mechanism of how and why your product or service can reliably solve their problem and lead them to fulfillment.

Whether it be a takeaway, a car, or a new life direction.

Tesla uses emotive triggers such as ‘bioweapon defence mode’ to describe its state-of-the-art air filtration system, while demonstrating the thickness of the filter and other details that prove the quality of the mechanism. This is good advertising. No, this is GREAT advertising.

Maria Veloso reveals 3 triggers of the trifecta neuro-affective principle as Identification, Redefinition and Resistance.

This applies in marketing just as it does in my coaching practice.

First I must find the narrative that my coaching client identifies with.

Then we begin to redefine their outward experience via changing their internal focus.

And yes, we come into various forms of resistance, from the ‘dragons’ that stand before each client on the journey of transformation.

The mind wants to grow, to learn anew, to adapt and create and contribute.

By combining emotive narrative along with credible logic, we can literally change the neurological processes of the mind to:

  • produce entirely new life results through coaching, or
  • win and retain customer-fans through empathic customer-oriented content marketing.

For Example

As one demonstrative example of the trifecta neuro-affective principle of emotive logic, check out my article The Key To Authentic Intimacy published by Elephant Journal which had 10k+ views in 2 days earning it a promotion onto their homepage. (current view count will show at the bottom of the article near my bio).

This beat out other articles published the same day in the ‘love’ category which had 156 views, 543 views, and so on.

This is the power of crafting a compelling emotive message, that interweaves solid logical principles with emotional dreams, hopes and desires.

And that’s how to achieve maximum influence in content marketing or in coaching.

6-Part Kickstarter Marketing Strategy (100% Fail-Proof)

Here’s the 6-part fail-proof strategic outline for kickstarter marketing. If you are in the market for kickstarter campaign management or marketing services, let me know as I’m fully immersed in the details.

These notes are drawn from best-practice as taught in various courses that I’ve taken along with my own 15-years experience in web marketing.

1. Preparation

  • Brainstorm the big picture (in line with this outline)
  • Build your core team (designer, developer, marketing jedi, PR or social media wizz, spokesperson(s)
  • Set a launch schedule (based on the outline below)

2. Research

  • What similar product campaigns have been successful and unsuccessful. How can we understand why they worked or didn’t. Speak to the team involved to get the inside scoop.
  • What influencer community is there related to the product area? Use BuzzSumo, EpicBeat and so on to find Influencers (including popular related blogs and bloggers, product advocates with large social following, journalists / media people, celebrities related to your product area who may endorse the product, and so on)

3. Design & Development

  • Video is one area for crowdfunding campaigns that should not be done off-the-cuff. It needs to be fully storyboarded — taking the viewer on a compelling journey in ~3 minutes. What gap in people’s life does your product fill? Demonstrate that experience!
  • Product images: again, tell the story; show prototyping, let funders experience the backstory, and feel like they’re part of the innovations involved.

4. Conversion

Incentives

  • Incentives should seem generous but not consume must of the funding. Anything of nostalgic value to the target audience can be good.
  • Higher donation incentives should of course receive the product itself once produced, and even special local events.
  • If you’re launching equipment of some sort that has social benefits, consider offering a US-wide tour to each major city over the coming 12 months with free entry to the highest backers. This lends itself to ongoing marketing opportunities post-launch.
  • If the item is not particularly ‘social, incentives could include live online Google Hangouts or teleconference calls for community sharing, presentation, training, coaching, etc.

Copy

  • Make sure you have a copywriter to do your launch copy, including funding page itself, press releases, outreach email campaigns, social media updates, launch blog updates, etc. Funders/advocates will not support a campaign if the copy is not highly persuasive and engaging. If you’re not a designer you would never think of designing the logo yourself. Well, copy is far more important than the logo!
  • Storyboard your entire launch process. Reveal the ups and downs. Identify your key customer profiles (personas or Avatars) and speak to their specific interests.

Updates

  • Offer updates via different popular channels as per your target audience, typically including: email, blog, Facebook, Twitter, possibly Pinterest, LinkedIn, and so on.
  • The more you share the higher the engagement. Share the story of the product and the launch, don’t just share ‘features and benefits’ of the product. That’s boring.
  • Have a schedule. Know the best times to post social media content based on engagement analytics.

5. Traffic

Now we come down to the crunch.

  • Have an influencer outreach program. Begin it as soon as possible. As in, right now! (or as soon as you have some decent copy to introduce the campaign). Buzzstream is perfect for managing influencer communications.
  • Start with small fish, illicit their verbal support to share your campaign progress with their audience. Then leverage that exposure through the food chain up to the big fish (whichever popular blogs/news sites are relevant to your product category) such a TechCrunch, Huffington Post, etc.
  • Use a launch sequence of updates that builds interest and anticipation. Make it fun. Including ‘shareable journeys’, i.e. make it about people (experience) not products.
  • Involve your audience in decisions or surveys where possible. Let them choose or vote on aspects of product/packaging design or even vote on their favorite messaging/graphics/product photos. (Social marketing is about personality and conversation, not about slick anonymous branding. Show your humanity, share the journey, involve your audience.)
  • One counterintuitive source of traffic is from your wallet-share competitor communities. If you are promoting an innovative fun scooter for example, give it to skateboarders and snowboarders to try. Capture their impression on video. Publish the best and share it with their respective established communities. This can greatly increase the reachable and receptive audience.
  • Agree with media publishers on the days they will receive and publish your press releases or story updates. Be everywhere and watch Facebook newsfeeds flood with your content for leveraged social sharing.

6. Performance

  • Make sure you have verbal commitment for a quarter of your funding goal BEFORE you actually start the funding countdown (typically 30 days). As soon as you launch, announce and prey you’ve done the necessary work to actually receive those donation commitments within the first couple days. That provides huge leverage to extend the campaign for greater exposure and bring in the remaining 75% funding goal over the remaining 28 days!
  • Use analytical tools such as hotjar.com on your company blog to measure real human engagement. See how far down your blog update pages they actually read, etc.
  • Add email opt-in features as per current best-practice (content upgrades, scroll mats, etc) split test them, and monitor the opt-in rates
  • Monitor email campaign open-rates, click-rates, and site re-engagement (use Active Campaign for email marketing, marketing automation, it gives full visibility of what your visitors do on your site)

Happy Endings

There’s a ton more nuance in my Evernote 🙂

Unfortunately for me, my Kickstarter Project in 2014 got cancelled due to investor withdrawal from the business entirely.

My campaign was going to be for a hardcover book by an ex-high fashion super model now in her 80s! with tips on longevity and beauty care.

So my kick-ass Kickstarter marketing plan has collected dust since then… (sniffle, sniffle)…

…only now being revived for a crowdfunding campaign now in planning on behalf of the consortium of life / dating / relationship coaches involved with www.onintimacy.com (my role includes Chief Curator, Marketing Lead and Podcast interviewer).

I’m excited to gear up for this kickstarter launch (finally) and may be able to support your kickstarter funding campaign at this time, given the high-degree of cross-over from one campaign to another. As a direct response copywriter and strategic marketer I have the right mix of experience and talent for small teams to succeed at crowdfunding.

Get in touch today about your dream campaign and I’ll be happy to brainstorm ideas with you to put a clear proposal together.

6 Split Tests To Validate Your Marketing Spend

“Yes, but who has time for creating two versions of everything when there’s barely enough time for one!”

I understand.

Yet the cost/benefit ratio is mind-blowing when you really grasp the effects and experience the results of split testing in your own metrics.

And there are fast and easy ways to make testing super streamlined, including: knowing where the weakest conversion point in your funnel exists and focusing optimization efforts there, or hiring the likes of yours truly to do the grunt work for you.

Fist…

…here’s a selection of split-test results from projects I’ve done over the past 8 years for each of the major KPI conversion points in a fairly typical online sales funnel.

Test 1: Cold Traffic Clicks
Test 2: Landing Page Click-Throughs
Test 3: Cold Traffic Lead Generation
Test 4: Sales Page Conversions
Test 5: Email Nurture Campaigns
Test 6: Repeat Customer Sales Campaigns


Test 1: Cold Traffic Clicks

In my recent post “41.94% Result Rate for Pennies using Video Ads on Facebook!” you see how fast we can validate innovative and creative campaign ideas with results like these:

fb-cpc

Key learnings you glean from simple split-tests on pay-per-click platforms can then be rolled out to other traffic channels and across your sales funnel.

Next up is the landing page itself.


Test 2: Landing Page Click-Throughs

This graph shows the click-through rate of a pre-sell article lander for the five variants tested.

The difference between the best performer at 37% and the worse at 24% can drastically increase campaign results and reduce ad spend.

splittesting

Below are two variations from a multi-variate test looking at the best heading, sub-head and background design to use in combination.

Which of these two variations would you choose as the winner?

Variation 1:

Screen Shot 2014-08-25 at 11.40.48-1781

Variation 2:

Screen Shot 2014-08-25 at 11.45.22-1798

The winner was number 1 by quite a margin. Further tests pinpoint exactly why, which led to new insight about the target audience.

Yes, the design seems quite poor. I worked with the clients designer who had a lot on his plate. It was enough to validate the first test variants before investing more attention on graphic treatment for subsequent tests and broader roll-out.

Below shows that same split test campaign while in progress, revealing the likely winning test variants and the best overall combination of factors.

Screen Shot 2014-08-25 at 11.32.54-1733

Of course:

‘Landing pages’ is a catch all term for the likes of product review pages, blog articles, service descriptions, etc and may include a specific component for lead generation, or a click through to another page for further details.

As we increase the responsiveness of landing pages we can then directly focus on lead generation as per Test 3.


Test 3: Cold Traffic Lead Generation

I’ve seen dozens of styles of landing page that convert really well, or not at all.

It’s all about the ‘message to market match’ which can be split test with ease and presented even in the simplest of designs.

Here’s an example opt-in page by the very savvy marketers at Motley Fool (Financial News & Investing). The visitor clicks a text-heavy banner on a news page and comes to this page without much graphical treatment (or even copy) to speak of.

motley-fool-optin-design

Sometimes less is more.

Over the years I’ve created opt-in page split tests with 15% vs 40% opt-in rates. Testing on a small scale before major roll-out is wise. Small increase in conversion rates have a big impact on full-scale campaigns.

Table shows opt-in rates for lead gen campaigns I built for various clients.

emailoptinrates

Here’s a new opt-in campaign just launched

The first version had zero opt-ins after some 50 impressions. Didn’t seem worth letting that continue. So I re-thought the opt-in offer, design and process (took like 30 minutes) and hey presto, we have lift off with the first opt-ins coming in within minutes at a good opt-in rate for both of the split-test versions as shown:

 

newoptintest

I’ll let this one run and update once we have a statistically significant number of impressions to conclude the true opt-in rate.

Next up:


Test 4: Sales Page Conversions

This screenshot shows a multi-variate test indicating a whopping 37.84% sales conversion rate.

Screen Shot 2015-08-17 at 19.39.12

It was this test that really opened my eyes to the value of diligent split testing.

As hall-of-fame copywriter Gene Schwartz remarked: “only the test decides”.

As a recent example, I re-wrote the entire introduction section of a long ‘video sales letter’ for a health supplement which resulted in a very significant increase in viewer engagement.

See the colored screenshots taken from the video analytics software.

Original lead variant: 25% retention past the introduction

C6C26197-2A06-40CE-9142-5C1757E6260A

My new lead variant: 44% retention past the introduction

17A181EE-6127-4786-8D73-B1E7292EFF50

This meant the new start of the video increased engagement by… well, a lot, depending on which numbers you calculate from. 2% to 6% is a 200% increase in video completions!

In the following Dashboard we see highly profitable campaign ROI for cold display traffic during an ongoing optimization process I managed for a client, while split-testing different sales letter variations.

A 76.4% campaign ROI.

Screen Shot 2014-09-22 at 8.22.33-2249

If sales do not take place on the initial visit and we collect email, we can then conduct Test 5.


Test 5: Email Nurture For Initial Sales

 

Here’s a nice example of consistently high open-rates in an email sequence written for a client showing very strong click-rates through to the landing page / offer page.

themi-email-series

And finally, we can also test campaigns for repeat customer purchase…


Test 6: Repeat Customer Campaigns

As an ad agency copywriter in 2007 I wrote copy for dozens of agency clients and quickly hit my first major home run…

An email I wrote for the agency’s largest client account beat the best performer by 510%!

  • Total list size 30k
  • Average order value: 10k
  • Expected enquiries based on past campaign performance: 0.05% = 15
  • Expected sales conversion: 3% = 0 new customers (they got a customer once every several months from that particular promotion).
  • Marketing costs = £2,000

For our test with my copy against the agencies existing best creative we split the list.

The agency’s email pulled in a respectable 10 new enquiries based on the 8 they expected from 15k names…

…while the new approach I took with the copy, based on traditional principles of direct response copywriting, pulled in a record breaking 61 enquiries.

And because of the highly personal nature and human appeal of my copy, the client soon closed two deals at approximately 10k each (a 20k return).

With marketing costs at 1k (half of the full cost of 2k given that we did a split test) that’s a direct campaign ROI of 1900%.

And of course they could continue to re-use the email I had written in future campaigns.

But this was only the beginning…

  • I worked with the client on their prospect information pack to increase close rate following the new lead generation.
  • I planned a follow-up series to the list of 15k that had received my email
  • Plus another campaign to the 59 leads who responded to the first email but hadn’t yet converted.
  • And my email was also scheduled for broadcast to the list of 15k that had not yet received it.

Conclusions?

Split testing your lead gen and sales funnel can bring demonstrably higher campaign performance — and opportunities for improvement are endless!

“Sure, But I Really Have Very Limited Time For Running Test Campaigns”

I know…

Having been in the marketing budget holders chair a number of times, I know how it feels to juggle between new high-leverage opportunities and sustaining existing profitable campaigns.

Despite the transformational power of split testing, it can take a lot of time and resources to create test variants and get the performance tracking working accurately throughout the funnel.

That’s why I created a flexible service to help alleviate the challenge of validating new campaign ideas before you go ahead with major roll-outs.

Check out the service description on www.cyclicmedia.com and get in touch for campaign development and/or optimisation.

Gavriel

41.94% Result Rate for Pennies using Video Ads on Facebook!

Normally I can’t share fresh campaign data due to client NDAs — however, in this case I’m partners in a project and showing you our metrics is fair game!

So here’s a demonstration of how you can use micro-budget campaigns to test new marketing concepts before rolling out into broader ad spend…

The Channel of Choice

One of the most powerful methods for testing new campaign ideas, creative concepts, headlines and audience demographics is through the Facebook Advertising platform.

See the screenshot below showing results for 7 video adverts run for just a few days.

The goal is to determine the best cost/engagement ratio for video views. The column most noteworthy is for ‘Relevancy’ on the far right showing the numbers, 6, 7, 8.

fb-result

Relevancy is Facebooks assessment of how engaging each advert is for the targeted audience out of a maximum possible score of 10.

Facebook’s algorithm calculates the Relevancy Score once an advert has received 500 impressions, or ‘Reach’.

This means we can run simultaneous test ads with 500 impressions each to gauge how well the ad would perform on a larger budget to the same audience profile.

Cherry-Pick The Sweetspot Of Your Audience

If you’re unfamiliar with how granular Facebook audience targeting can be, here’s an example:

fb-profile-4050dating

That’s 150k women age 40-50 living in one of those 5 major US cities who are interested in dating and also interested in romance novels…

Keeping It Relevant Reduces Ad Costs

Achieving a high relevancy score also means that Facebook will, over time, charge you less per view or click as they reward you with lower ad costs the more you support a positive user experience for Facebook members. Think about it.

Keep It Simple

I didn’t run all 7 ads at once. That would be overkill. Best to test 2 or 3 concepts at a time and then refine and advance based on results.

The first adverts I ran hit a 6 and a 7 for Relevancy. That gave me direction for the next mini-test (each taking less than a day to run) and so I hit another 6 plus two 8’s.

The next test will focus on the similarities and differences between those adverts to help identify new ideas to test and increase the Relevancy score as much as possible for this particular campaign and audience.

How well does this correlate with click-through rate?

Just 0.5% CTR on one of the original concepts with a massive increase hitting 4% CTR for the best performing ad.

fb-ctr

I’m not saying you need to get a Relevancy Score of 8 or that you’ll then see a 4% average CTR. Just that the correlation of Relevancy with CTR is demonstrably evident. My goal for this campaign is Relevance Score 9 with 8% CTR.

Such metrics are always useful for presenting to budget approvers, in team meetings and end of month results meetings. Especially when you show highly cost-efficient due diligence of innovative new marketing concepts to build support for bigger budget approvals.

In this way we can validate ideas for new marketing campaigns. And while it’s still early days on this particular campaign, it’s gratifying to see CTR go up 706% within just a few days, 2 test iterations and pocket change.

Facebook Is The Perfect Channel For Testing

Below includes a column for ‘Result Rate’ which in this case is the percentage of people who watch at least 10 seconds of the video advert once it shows up on their Facebook News Feed.

+40% of people watching more than 10 seconds of an ad that is costing pennies to deliver shows the incredible opportunity of Video Advertising on Facebook today.

result-rate

And here shows the reduction in overall Cost Per Click with increase in Relevancy, CTR and Result Rate.

fb-cpc

From £1.62 CPC down to £0.10 CPC. A 93.8% reduction!

Could that difference turn a highly unprofitable campaign into a profitable one? Of course…

Next steps for this campaign is to start tracking it from the click through to confirmed lead generation (and therefore measure Cost Per Lead). Brand engagement can be tracked in various ways although I prefer measuring opt-in rate as a KPI for brand engagement for trackable campaign funnels.

From there I can track individual ads through to sales and thereby calculate ROI down to the penny.

But where to focus?

If you’ve ever seen a car mechanic tighten the bolts on a wheel you’ll see he rotates around them, tightening them a little each time.

Why? Because if he tightened one of the bolts fully without ensuring the others are aligned, he might actually get the bolt stuck rather than securely fastening the wheel.

And it’s the same with campaign testing.

With the above results I can introduce elements from winning ads into the landing page and subsequent email nurture campaigns leading to sales.

However: We don’t want to invest lots of time and effort across all parts of a conversion funnel while still establishing what works best for a particular campaign (including segmentation, offer, headlines, etc).

Update: On the next round of micro-tests the campaign has achieved Facebook’s highly coveted maximum Relevancy score of 10, with a 8.59% click-through-rate at just 0.13 average cost per click! Time to optimize the next step in this sales funnel.

10relevancy

 

Your Next Steps

It’s so easy to start testing concepts and exploring ideas, hunting for the next blockbuster winner that could become key to your growth strategy in the year ahead.

If you don’t have the expertise or capacity in-house for this type of project, and would like to get the ball rolling with minimal effort, I can create campaigns that meet your brand guidelines and get them running for you very fast. Most likely for far less investment in resource or ad spend than you would get in-house or with a traditional agency.

Send an enquiry today and let’s find a few winning concepts that you can roll-out across your marketing.

What Is Marketing Funnel Automation? – and how can I conquer it?!

In its simplest form, Marketing Automation is when a visitor requests information and receives it automatically by email.

Today, visitors request can lead into behavior-triggered email follow-up and off-site ad re-targeting that delivers specific content based on the visitors exact behavior (i.e. which pages he visited revealing both his interests and stage of the buying process).

Example Automation Workflows

This small piece of an automation workflow gives a glimpse into the possibilities with automation.

automation-screen1b

Or how about this more detailed example showing a number of conditional triggers in part of an automation workflow:

automation-eg2

 

At first glance that may seem utterly confusing.

Yet, Marketing Funnel Automation is now vital to compete with the degree of personalization and the varied campaign approaches used by large businesses and increasingly by SMEs.

If you’ve previously been scared off by high fees for Marketing Automation projects you’ll be pleasantly surprised by what Cyclic Media can offer for optimizing contact frequency and message relevance for a better customer experience that brings the greatest ROI.

Here’s a basic customer journey example:

  1. Mary sees one of your ads and lands on your ecommerce page for handbags but does not buy.
  2. Later that day she accesses her Facebook account and low-and-behold sees a nice photo of several gorgeous handbags similar to the one she was looking at earlier.
  3. The advert gives her a compelling reason to click and she visits your page a 2nd time (at a cost to you of just a few cents).
  4. She sees an offer for interesting information about your handbag selection and decides to opt-in with her email address.
  5. This begins an automated process of nurture and offer emails that are scheduled based on whether she actually opens the emails, clicks particular and browses specific pages of the site.
  6. If she adds a handbag to the cart by way of ‘window shopping’, we can then automatically send her information about that particular handbag, nurturing her trust in the brand, keeping front-of-mind, and helping to close the sale.

It’s amazing what can be done with Automation

Marketing Automation acts as a filter for multiple conversion funnels that converge and diverge into various segmentations based on each contacts behavior.

Sometimes customers just need a gentle reminder or two before they buy, along with a little extra information that endears them to your brand, and overcomes their hesitation to buy from you.

But delivering that ‘little extra info’ at the right time is a science and art.

Marketing Automation provides the tools to make that happen completely hands-free once we’ve set it all up. And it doesn’t have to be a major project to get things started and see a clear and positive ROI.

Software for Podcasting (Why Podcast with Audello)

Last year Audello launched and the Podcast community was divided.

Is it the greatest tool for podcasts or just another faddish slick marketing gimmick..?

Turns out the naysayers were just miffed that a plugin turned what used to be a very time consuming technical process into a very quick and easy experience.

I finally got round to putting it to use in the past month and totally love it.

Uploading mp3’s is easy.

audelloupload

Editing meta tags and podcast info is easy.

audellometa

Creating playlists is easy.

audelloplaylist

Publishing to iTunes is… well… I haven’t quite got that far yet.

But this month once I have 10 episodes recorded I’ll be doing a Podcast launch campaign… and I’m very confident the technical aspects will be a cinch with Audello.

Check out the very compelling description for Audello — and become a podcast rockstar like me 🙂

3 Email Copywriting Principles Of An Email Marketing Pro

With these 3 components, you can more fully optimize email marketing for long-term success without eroding your subscriber base.

  1. Relevance
  2. Cliff-hangers
  3. Automation

pink-handbag-email-copy

Email Relevance

Try selling pink crocodile handbags to a male nature conservationist and he’ll drop you like a lead weight in a swimming pool.

…but promote your handbag as a Western fashion-icon to high-fashion female chuppies (Chines young urban professionals) in Shanghai and even if they don’t buy, they’ll keenly stay subscribed to your list.

Put another way…

Our first step in crafting winning email copy is to identify the most relevant copy-platform based on the target audience and product.

We need to pinpoint your audiences biggest emotional need (as relevant to the product) and thereby identify the biggest appeal we can use to get and keep his or her attention.

Your subscribers will forgive receiving a lot of email from you as long as they perceive your email topics as relevant to their needs and interests.


cliffhanger2

Email Cliff-Hangers

Relevance alone is far from sufficient…

Bland straight-benefit copy does not maintain readership in email over time. If your emails become predictable (10% discount off said pink handbag), they’ll soon stop reading, even if they stay subscribed.

We need to make use of story, anecdotes, relatable news items, and so on, to fully captivate the reader so they are entertained even if they’re not yet ready to buy.

In a series of emails or an extended campaign, each email can help build anticipation for subsequent email, by tying in with previous email and alluding to what’s coming next, so tension, anticipation and curiosity is built up like a soap opera TV show.

(if you ever watched the series called ’24’ you’ll know EXACTLY what I mean).

Jack-Bauer-wallpapers-24-4443615-1280-800

Your subscribers then emotionally bond with your brand and ‘need to know what’s going to happen next’. They develop such an emotional response of excitement as soon as they see email from you that they’ll open it even before they read email from their own dear Grandmother.

And yes, the same principles apply in both B2C and B2B. We’re all human. Although the emotional triggers of people in terms of personal life vs professional life are often different.


Email Automation

automation-screen1b

One of the best methods of maintaining relevance through the use of targeted cliff-hangers, story and updates, is through behavioural based automation.

As Head of Marketing for an Email Service Provider in 2008/9 (DBGi as per my LinkedIn profile), I saw literally hundreds of email campaigns produced and tracked, including data-driven segmentation, with creative cells selected based on the individual contacts profile.

Then InfusionSoft, Sales Genius, MailChimp and other small-to-large business email service providers included various automation elements…

Despite being clunky in some ways they provide email marketers with a means of becoming more relevant as well as timely through segmented automation.

At present I’m working on behavioural triggered automation using the Active Campaign platform  (which I absolutely love) with multiple workflows throughout the customer nurture process, from initial opt-in through to sale and on to customer retention and growth.

Besides evergreen automation workflows, the very best approach is to have email campaigns tied in with relevant current events sent ad hoc when the opportunity arises.

For both ad hoc campaign email copy and evergreen automation series copy, you’ll find a number of email copy samples via my copywriting portfolio page.

Video Sales Letter Copy for Weight Loss

While consulting to an ad agency on web copy and marketing during 2014, they requested I write a full VSL script for a breakthrough probiotic weight loss program and manage production of the video.

vsl-bft

This involved studio time with the Doctor, writing the Doctors script as well as the ‘publishers’ script and then facilitating video production via a 3rd party video editor.

Here’s the 2 minute intro of the full VSL:

Here are the slides for that intro:

prob-intro-video-thumb

click to open pdf

The rest of the VSL involved the publishers voice as narrator with PowerPoint slides mixed in with live footage  of the spokesperson, a renowned Doctor.

I wrote both scripts and liaised with the Doctor including several phone interviews as he knows his subject well.

A copywriter via my clients agency helped with some of the more standard sales copy later in the script.

As the lead copywriter the final version was mine.

Here is the working version of near final copy for the publishers voice.

wl-script-publisher-thumbclick to open

 

>