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© 2019 Roland Frasier
“17 Unique Marketing Tweaks You
Can Copy, Proven To Drive Instant,
Guaranteed Results”
#TCSWest2019
© 2019 Roland Frasier
What We’ll Talk About Today…
#TCSWest2019
1. Death of the Funnel
2. Perceived Value Amplification
3....
© Roland Frasier #TCSWest2019
MORE THAN
FUNNELS
© 2019 Roland Frasier
Awareness
Evaluation
Purchase + Post-Purchase
Marketing Funnel Circa 2014
#TCSWest2019
Source: ThinkWithGoogle 7/18
“As marketers, we were taught to master the
funnel — a linear customer journey from
awareness...
Source: ThinkWithGoogle 7/18
“But this model no longer applies to today’s
customer journeys… most journeys don’t
resemble ...
© 2019 Roland Frasier
Awareness
Evaluation
Purchase +
Post-Purchase
From Funnel To
Customer Journey
#TCSWest2019
Source: ThinkWithGoogle 10/18#TCSWest2019
Source: ThinkWithGoogle 10/18#TCSWest2019
Source: ThinkWithGoogle 10/18#TCSWest2019
Source: ThinkWithGoogle 10/18#TCSWest2019
Source: ThinkWithGoogle 10/18#TCSWest2019
© 2019 Roland Frasier
Search
The Marketing Helix 2019
#TCSWest2019
Messaging
Evaluation
Evaluation
Evaluation
Evaluation
E...
© 2019 Roland Frasier
Search
Marketing Helix
#TCSWest2019
Messaging
Evaluation
Evaluation
Evaluation
Evaluation
Evaluation...
© 2019 Roland Frasier
Search
#TCSWest2019
Messaging
Evaluation
Evaluation
Evaluation
Evaluation
Evaluation
Evaluation
Eval...
Search
Google
YouTube
Amazon
Facebook
Yahoo
Bing
Social
Facebook
YouTube
Instagram
Tumblr
Twitter
Reddit
LinkedIn
Pinteres...
Earned Media
Media Outlet Publicity
SEO
Social
Word Of Mouth
Owned Media
Website/Blog
Email List
Social Sites
Ecommerce St...
© 2019 Roland Frasier
Search
The New Shape Of Marketing
#TCSWest2019
Messaging
Evaluation
Evaluation
Evaluation
Evaluation...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
THE
TWEAKS
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
AMPLIFIED
VALUE
Amplify The Perceived Value Of
What You’re Already Selling…
Influencers
Story
Personalization
© 2019 Roland Frasier #TCSWe...
Influencer Amplification
© 2019 Roland Frasier #TCSWest2019
1
© 2019 Roland Frasier #TCSWest2019
True Story Amplification2
$578 Million
Fictional Story Amplification
132X ROI
3
Known Fictional Story
© 2019 Roland Frasier #TCSWest2019 | Source: hilobrow.com
3,400% ROI
4
Personalization Amplification
© 2019 Roland Frasier #TCSWest2019 | Source: Optimizely
5
Personalization Amplification
© 2019 Roland Frasier #TCSWest2019 | Source: Optimizely
48% HIGHER
© Roland Frasier
Tweaks For Search
#TCSWest2019
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
+ BRAND
QUERIES
6
Google
Provides
Less & Less
SEO Click
Real Estate
© 2019 Roland Frasier #TCSWest2019
Earned SEO
Opportunities
Are Below The
Fold More &
More Often
© 2019 Roland Frasier #TCSWest2019
© 2019 Roland Frasier #TCSWest2019
“Branded
Queries Can
Increase Your
Chances Of
Ranking For
Non-Branded
Keywords”
Source: moz.com Whiteboard Friday #TCSWest...
What Is A Branded Query?
© 2019 Roland Frasier #TCSWest2019
“Any search query that
contains all or part of
your business n...
What Is A Branded Query?
© 2019 Roland Frasier #TCSWest2019
Virgin Atlantic Airlines
VirginAirlines.com
Virgin Atlantic
Vi...
Increase Brand Mentions To
Drive More Brand Queries
© 2019 Roland Frasier #TCSWest2019
Offline Paid + Earned Media
Referra...
© 2019 Roland Frasier #TCSWest2019 | Source: Backlinko.com© 2019 Roland Frasier
SKYSCRAPER
2.0
7
Shape SEO Content
To Better Address
User Intent
© 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscra...
Understanding User Intent
© 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
Info...
Re-shape Your
Existing Content For
User Intent
© 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscrap...
© 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
© Roland Frasier
Tweaks For Social Media
#TCSWest2019
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
FACEBOOK
LIVE
The Live Advantage
3x Watch Time vs. Video
Engagement Increase 10X
Preference From FB Algorithm
© 2019 Roland Frasier #TCS...
Live Hacks
Tool: Gifs.com
Drop FB Live URL For Animated
Gifs
Share Auto-Created Gifs to Promo
© 2019 Roland Frasier #TCSWe...
Live Hacks
Strategy: Give Away A Chance To
Win A Prize On Each Live You Do
To Anyone Who Posts A Question
© 2019 Roland Fr...
Live Hacks
Strategy: Schedule Your Live In
Advance
Facebook Will Notify Your
Followers
© 2019 Roland Frasier #TCSWest2019
...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
FACEBOOK
GROUPS
Tool: PhantomBuster.com
© 2019 Roland Frasier #TCSWest2019
Tool: AnyLeads.com
© 2019 Roland Frasier #TCSWest2019
Access Group Audiences
Join Groups + Follow Pages
Tool: PhantomBuster FB Extractor
Tool: AnyLeads
Direct Outreach or Custo...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
SPY ON FB
COMPETION
© 2019 Roland Frasier #TCSWest2019
See All
Their FB
Ads
12
© 2019 Roland Frasier #TCSWest2019
Tool: PowerAdSpy.com13
© Roland Frasier
Tweaks For Paid Media
#TCSWest2019
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
REVENUE
ATTRIBUTION
Tool: Bizible.com
© 2019 Roland Frasier #TCSWest2019
14
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
PIXEL
EVERYBODY
15
Capture 100% Of Ad Clickers
Compare Your FB Ad Clicks
To Your FB Landing Page Views
Difference Is People Who Bounced
Befor...
© 2019 Roland Frasier #TCSWest2019
Pixel
+
Redirect To
Lander
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
DON’T PIXEL
EVERYBODY
16
Reduce Retargeting CPAs
50%-75%
Delay firing retargeting pixels 45
seconds only on your landing page
to eliminate accident...
© 2019 Roland Frasier #TCSWest2019
https://ventin.co/delay-pixel-landing-page-eliminate-bounce-traffic-using-google-tag-ma...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
ADD TEXT
TO VIDEOS
17
Facebook Video Captions
85% Watch Videos Without Sound
76% Need Sound To Be Understood
16%  Reach With Captions
22%  10 ...
Tool: Rev.com
© 2019 Roland Frasier #TCSWest2019
Foreign Language Captions
© 2019 Roland Frasier #TCSWest2019
18
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
AUDIENCE
SWAPS
19
Custom Audience Swaps
Export Facebook Custom Audience
Import To Google Adwords
Target Across GDN
CPA Reduced By 20% - 50%
...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
SWEETEN
THE DEAL
20
1st Offer Premium with Continuity
Declines Get
2nd Offer With
“Sweetener”
Conversions
Increased 48%
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier
CONVERT
391% > SALES
21
© 2019 Roland Frasier #TCSWest2019
60s… 391% > Conversions
55% Take 5 Days!
60s… 93% 1st Call Connect
vs. Average Of 5 Cal...
© 2019 Roland Frasier #TCSWest2019
Tool: LeadConnect.cc
© 2019 Roland Frasier #TCSWest2019
Tool: CrankWheel.com
© 2019 Roland Frasier #TCSWest2019
Tool: PushOver.net
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
LINKEDIN
HACKS
Use LinkedIn Native Video
2X Views Video Vs. Text Posts
3X Engagement Over Text
5X Conversations Started
10X Views With Ta...
Tool: LinkedHelper.com
Tool: LinkedHelper.com
© 2019 Roland Frasier #TCSWest2019
23
Thank-You/Mention Loops
@ Thank Comments + Mentions
LI Sends Email + Shows Notification
Their Network Sees Post + Mention
...
Thank-You/Mention Loops
© 2019 Roland Frasier #TCSWest2019 | Source: Shaun Rein
Thank-You/Mention Loops
© 2019 Roland Frasier Source: Shaun Rein
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
INTERACTIVE
CONTENT
TOFU:
Quizzes,
Contests
+ Games
#TCSWest2019 | Source: Content Marketing Institute
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
USE MORE
25
QUIZZES
© 2019 Roland Frasier #TCSWest2019 | Source: Shaun Rein
Tool: LeadQuizzes.com
Quizzes Work
Average Lead Capture 33.6%
Average Shares 1,900
Create Results Based On Segments
Tag Based On Results
Send Be...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
RUN MORE
CONTESTS
26
© 2019 Roland Frasier
Tool:
Gleam
MOFU:
Calculators,
White Papers
+ Interactive
Books
#TCSWest2019 | Source: Content Marketing Institute
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
ADD A
CALCULATOR
27
© 2019 Roland Frasier
Tool: Calculoid.com
#TCSWest2019
© 2019 Roland Frasier
Opt-Ins
@ 41%+
#TCSWest2019
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
CONTENT
DYNAMIC
28
Dynamic Content Works
50% Unsubscribe Due To Irrelevance
71% Want Browse History Based Recs
82% Want More Relevant Emails
...
Personalize Offers + Content
© 2019 Roland Frasier #TCSWest2019 | Source: OptinMonster.com
© 2019 Roland Frasier #TCSWest2019
Tool: OptinMonster.com
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
PERSONALIZE
GEO
29
© 2019 Roland Frasier #TCSWest2019
Tool: Geofli.com
Time-On-Site
25%+
Conversion Rate
30%
Past P1 Clicks
92%
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
Assume Exit @ 7X Multiple
TO OPT-IN
+ ANIMATE
30
© Roland Frasier
Animated CPL .6-2X  Vs. Still
#TCSWest2019 | Source Facebook + AdEspresso
Not

© Roland Frasier
Tweaks For Owned Media
#TCSWest2019
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
Assume Exit @ 7X Multiple
PAGE LOAD
QUICKEN
31
© 2019 Roland Frasier #TCSWest2019 | Source: Pingdom.com© 2019 Roland Frasier
2s Load Time
= 4X Visitors
© Roland Frasier #TCSWest2019 | Source: Pingdom.com
83% Higher
From 2 To 3
Seconds
400% Higher
From 2 To 4
Seconds
© 2019 Roland Frasier #TCSWest2019
Tool: Pingdom.com
© Roland Frasier #TCSWest2019 | Source: royal.pingdom.com/page-load-time-really-affect-bounce-rate
Target 70% User Satisfa...
© 2019 Roland Frasier #TCSWest2019 | Source AdEspresso.com© 2019 Roland Frasier
EMOJI: 30-40% > CTR
+ 20% < CPC 
32
© 2019 Roland Frasier
Emoji Ad Had 241%  CTR
vs.
#TCSWest2019 | Source SEMRush.com
© 2019 Roland Frasier
As Always… Test
vs.
11.25% < CPC 12% > CTR
#TCSWest2019 | Source AdEspresso.com
© 2019 Roland Frasier
Consistently > Engagement
+57% Likes | +33% Comments | +33% Shares
#TCSWest2019 | Source ZazzleMedia...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
CONTENT
UPGRADES
33
Trade Content For Contacts
© 2019 Roland Frasier #TCSWest2019 | Source: https://optinmonster.com/30-content-upgrade-ideas-...
Better User Intent Content
© 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
Inf...
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
PERSONALIZED
PUSH
34
© 2019 Roland Frasier
+33% Engagement
+26% CTR
+33% Conversions
+25% Total Revenue
#TCSWest2019 | Source Wizgo.com
Persona...
© 2019 Roland Frasier #TCSWest2019
Tool: Wizgo.com
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
TIMERS +
CD CLOCKS
35
© 2019 Roland Frasier
Countdown Timers
+33% CTR | +286% Conversions
#TCSWest2019 | Source NiftyImages.com
vs.
© 2019 Roland Frasier #TCSWest2019
Tool: NiftyImages.com
© 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019
PERSONALIZED
IMAGES
36
© 2019 Roland Frasier
Personalized Images In Email
+54% Opens | +44% CTR | +120% Conversions
#TCSWest2019 | Source NiftyIm...
© 2019 Roland Frasier #TCSWest2019
Tool: NiftyImages.com
© 2019 Roland Frasier
THANK YOU!
Message Me For Slides @
Facebook.com/RolandFrasierPage
#TCSWest2019
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Traffic & Conversion 2019: 17 Unique Marketing Tweaks You Can Copy, Proven To Drive Instant, Guaranteed Results

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Presentation I gave at T&C 2019: Traffic & Conversion Summit 2019. Marketing 2019. This presentation covers the evolution of the marketing funnel from simple one-time funnel into a customer journey best represented by a DNA-like double helix. It then discusses how to amplify product or service value using influencers, story copy and personalization. Finally, it discusses the 6 major building blocks that make up marketing DNA, and then provides not 17 but 36 specific marketing tweaks to things that you are probably already doing, designed to increase their effectiveness and conversions.

Publié dans : Marketing
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Traffic & Conversion 2019: 17 Unique Marketing Tweaks You Can Copy, Proven To Drive Instant, Guaranteed Results

  1. 1. © 2019 Roland Frasier “17 Unique Marketing Tweaks You Can Copy, Proven To Drive Instant, Guaranteed Results” #TCSWest2019
  2. 2. © 2019 Roland Frasier What We’ll Talk About Today… #TCSWest2019 1. Death of the Funnel 2. Perceived Value Amplification 3. How To Tweak Several Things You’re Probably Already Doing To Make Them WAY More Effective.
  3. 3. © Roland Frasier #TCSWest2019 MORE THAN FUNNELS
  4. 4. © 2019 Roland Frasier Awareness Evaluation Purchase + Post-Purchase Marketing Funnel Circa 2014 #TCSWest2019
  5. 5. Source: ThinkWithGoogle 7/18 “As marketers, we were taught to master the funnel — a linear customer journey from awareness to consideration to purchase. And using mass media, the key levers to drive growth were reach and frequency. We used demographics to approximate user intent and inform our targeting and creative.” Think With Google… #TCSWest2019
  6. 6. Source: ThinkWithGoogle 7/18 “But this model no longer applies to today’s customer journeys… most journeys don’t resemble a funnel at all. They look like pyramids, diamonds, hourglasses, and more… these intent-rich moments are creating journey shapes as unique as each of us. In many ways, intent is redefining the marketing funnel..” Think With Google… #TCSWest2019
  7. 7. © 2019 Roland Frasier Awareness Evaluation Purchase + Post-Purchase From Funnel To Customer Journey #TCSWest2019
  8. 8. Source: ThinkWithGoogle 10/18#TCSWest2019
  9. 9. Source: ThinkWithGoogle 10/18#TCSWest2019
  10. 10. Source: ThinkWithGoogle 10/18#TCSWest2019
  11. 11. Source: ThinkWithGoogle 10/18#TCSWest2019
  12. 12. Source: ThinkWithGoogle 10/18#TCSWest2019
  13. 13. © 2019 Roland Frasier Search The Marketing Helix 2019 #TCSWest2019 Messaging Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Paid Media Owned Meda Earned MediaSocial MediaConversion Conversion Conversion ConversionConversionConversion
  14. 14. © 2019 Roland Frasier Search Marketing Helix #TCSWest2019 Messaging Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Paid Media Owned Meda Earned MediaSocial MediaLead Magnet Core Offer Downsells Follow-OnsUpsellsTripwire
  15. 15. © 2019 Roland Frasier Search #TCSWest2019 Messaging Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Paid Media Owned Meda Earned MediaSocial MediaLead Magnet Core Offer Downsells Follow-OnsUpsellsTripwire
  16. 16. Search Google YouTube Amazon Facebook Yahoo Bing Social Facebook YouTube Instagram Tumblr Twitter Reddit LinkedIn Pinterest Snapchat Building Blocks Marketing DNA © 2019 Roland Frasier#TCSWest2019 Paid Media TV/Radio/Print Paid Search Paid Social Paid Influencer Affiliate Display/Banner Paid Ecommerce
  17. 17. Earned Media Media Outlet Publicity SEO Social Word Of Mouth Owned Media Website/Blog Email List Social Sites Ecommerce Store Newsletter Books Messenger List Retargeting Audiences Building Blocks Marketing DNA © 2019 Roland Frasier#TCSWest2019 Messaging WhatsApp Messenger WeChat Viber Line Telegram
  18. 18. © 2019 Roland Frasier Search The New Shape Of Marketing #TCSWest2019 Messaging Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Evaluation Paid Media Owned Meda Earned MediaSocial MediaLead Magnet Core Offer Downsells Follow-OnsUpsellsTripwire
  19. 19. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 THE TWEAKS
  20. 20. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 AMPLIFIED VALUE
  21. 21. Amplify The Perceived Value Of What You’re Already Selling… Influencers Story Personalization © 2019 Roland Frasier #TCSWest2019
  22. 22. Influencer Amplification © 2019 Roland Frasier #TCSWest2019 1
  23. 23. © 2019 Roland Frasier #TCSWest2019 True Story Amplification2 $578 Million
  24. 24. Fictional Story Amplification 132X ROI 3
  25. 25. Known Fictional Story © 2019 Roland Frasier #TCSWest2019 | Source: hilobrow.com 3,400% ROI 4
  26. 26. Personalization Amplification © 2019 Roland Frasier #TCSWest2019 | Source: Optimizely 5
  27. 27. Personalization Amplification © 2019 Roland Frasier #TCSWest2019 | Source: Optimizely 48% HIGHER
  28. 28. © Roland Frasier Tweaks For Search #TCSWest2019
  29. 29. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 + BRAND QUERIES 6
  30. 30. Google Provides Less & Less SEO Click Real Estate © 2019 Roland Frasier #TCSWest2019
  31. 31. Earned SEO Opportunities Are Below The Fold More & More Often © 2019 Roland Frasier #TCSWest2019
  32. 32. © 2019 Roland Frasier #TCSWest2019
  33. 33. “Branded Queries Can Increase Your Chances Of Ranking For Non-Branded Keywords” Source: moz.com Whiteboard Friday #TCSWest2019
  34. 34. What Is A Branded Query? © 2019 Roland Frasier #TCSWest2019 “Any search query that contains all or part of your business name or a variation of that name.”
  35. 35. What Is A Branded Query? © 2019 Roland Frasier #TCSWest2019 Virgin Atlantic Airlines VirginAirlines.com Virgin Atlantic Virgin Airlines Virgin
  36. 36. Increase Brand Mentions To Drive More Brand Queries © 2019 Roland Frasier #TCSWest2019 Offline Paid + Earned Media Referral + Loyalty Programs Influencer Shout-Outs Hashtags UGC
  37. 37. © 2019 Roland Frasier #TCSWest2019 | Source: Backlinko.com© 2019 Roland Frasier SKYSCRAPER 2.0 7
  38. 38. Shape SEO Content To Better Address User Intent © 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
  39. 39. Understanding User Intent © 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0 Informational: # calories in an apple How to grow email list Best paleo blogs Navigational: Contact Info Facebook LinkedIn login Commercial: “Star Wars posters Crossfit Las Vegas Best drone cameras Transactional: Car insurance quotes Buy groceries online NYC to San Diego flights
  40. 40. Re-shape Your Existing Content For User Intent © 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
  41. 41. © 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0
  42. 42. © Roland Frasier Tweaks For Social Media #TCSWest2019
  43. 43. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 FACEBOOK LIVE
  44. 44. The Live Advantage 3x Watch Time vs. Video Engagement Increase 10X Preference From FB Algorithm © 2019 Roland Frasier #TCSWest2019
  45. 45. Live Hacks Tool: Gifs.com Drop FB Live URL For Animated Gifs Share Auto-Created Gifs to Promo © 2019 Roland Frasier #TCSWest2019 8
  46. 46. Live Hacks Strategy: Give Away A Chance To Win A Prize On Each Live You Do To Anyone Who Posts A Question © 2019 Roland Frasier #TCSWest2019 9
  47. 47. Live Hacks Strategy: Schedule Your Live In Advance Facebook Will Notify Your Followers © 2019 Roland Frasier #TCSWest2019 10
  48. 48. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 FACEBOOK GROUPS
  49. 49. Tool: PhantomBuster.com © 2019 Roland Frasier #TCSWest2019
  50. 50. Tool: AnyLeads.com © 2019 Roland Frasier #TCSWest2019
  51. 51. Access Group Audiences Join Groups + Follow Pages Tool: PhantomBuster FB Extractor Tool: AnyLeads Direct Outreach or Custom Audience © 2019 Roland Frasier #TCSWest2019 11
  52. 52. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 SPY ON FB COMPETION
  53. 53. © 2019 Roland Frasier #TCSWest2019 See All Their FB Ads 12
  54. 54. © 2019 Roland Frasier #TCSWest2019 Tool: PowerAdSpy.com13
  55. 55. © Roland Frasier Tweaks For Paid Media #TCSWest2019
  56. 56. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 REVENUE ATTRIBUTION
  57. 57. Tool: Bizible.com © 2019 Roland Frasier #TCSWest2019 14
  58. 58. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 PIXEL EVERYBODY 15
  59. 59. Capture 100% Of Ad Clickers Compare Your FB Ad Clicks To Your FB Landing Page Views Difference Is People Who Bounced Before The Landing Page Loaded Do This To Pixel Them ALL © 2019 Roland Frasier #TCSWest2019
  60. 60. © 2019 Roland Frasier #TCSWest2019 Pixel + Redirect To Lander
  61. 61. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 DON’T PIXEL EVERYBODY 16
  62. 62. Reduce Retargeting CPAs 50%-75% Delay firing retargeting pixels 45 seconds only on your landing page to eliminate accidental / impatient clickers. © 2019 Roland Frasier #TCSWest2019
  63. 63. © 2019 Roland Frasier #TCSWest2019 https://ventin.co/delay-pixel-landing-page-eliminate-bounce-traffic-using-google-tag-manger/
  64. 64. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 ADD TEXT TO VIDEOS 17
  65. 65. Facebook Video Captions 85% Watch Videos Without Sound 76% Need Sound To Be Understood 16%  Reach With Captions 22%  10 Sec Views W/Captions 35%  CTR With Captions © 2019 Roland Frasier #TCSWest2019 | Source: instapage.com/blog/closed-captioning-mute-videos
  66. 66. Tool: Rev.com © 2019 Roland Frasier #TCSWest2019
  67. 67. Foreign Language Captions © 2019 Roland Frasier #TCSWest2019 18
  68. 68. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 AUDIENCE SWAPS 19
  69. 69. Custom Audience Swaps Export Facebook Custom Audience Import To Google Adwords Target Across GDN CPA Reduced By 20% - 50% © 2019 Roland Frasier #TCSWest2019 | Source: RivalMedia Internal Data
  70. 70. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 SWEETEN THE DEAL 20
  71. 71. 1st Offer Premium with Continuity
  72. 72. Declines Get 2nd Offer With “Sweetener” Conversions Increased 48%
  73. 73. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier CONVERT 391% > SALES 21
  74. 74. © 2019 Roland Frasier #TCSWest2019 60s… 391% > Conversions 55% Take 5 Days! 60s… 93% 1st Call Connect vs. Average Of 5 Calls 1st Response 78% Closes Reduce Lead Contact Time
  75. 75. © 2019 Roland Frasier #TCSWest2019 Tool: LeadConnect.cc
  76. 76. © 2019 Roland Frasier #TCSWest2019 Tool: CrankWheel.com
  77. 77. © 2019 Roland Frasier #TCSWest2019 Tool: PushOver.net
  78. 78. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 LINKEDIN HACKS
  79. 79. Use LinkedIn Native Video 2X Views Video Vs. Text Posts 3X Engagement Over Text 5X Conversations Started 10X Views With Talking Head Video © 2019 Roland Frasier #TCSWest2019 | Source: DigitalMarketer + Business.LinkedIn.com 22
  80. 80. Tool: LinkedHelper.com Tool: LinkedHelper.com © 2019 Roland Frasier #TCSWest2019 23
  81. 81. Thank-You/Mention Loops @ Thank Comments + Mentions LI Sends Email + Shows Notification Their Network Sees Post + Mention Their Connections Comment + Like @ Thank Their Comments + Mentions Rinse, Repeat © 2019 Roland Frasier #TCSWest2019 | Source: Shaun Rein 24
  82. 82. Thank-You/Mention Loops © 2019 Roland Frasier #TCSWest2019 | Source: Shaun Rein
  83. 83. Thank-You/Mention Loops © 2019 Roland Frasier Source: Shaun Rein
  84. 84. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 INTERACTIVE CONTENT
  85. 85. TOFU: Quizzes, Contests + Games #TCSWest2019 | Source: Content Marketing Institute
  86. 86. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 USE MORE 25 QUIZZES
  87. 87. © 2019 Roland Frasier #TCSWest2019 | Source: Shaun Rein Tool: LeadQuizzes.com
  88. 88. Quizzes Work Average Lead Capture 33.6% Average Shares 1,900 Create Results Based On Segments Tag Based On Results Send Best Messages To Each Segment In Follow-Up + Retargeting © 2019 Roland Frasier #TCSWest2019
  89. 89. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 RUN MORE CONTESTS 26
  90. 90. © 2019 Roland Frasier Tool: Gleam
  91. 91. MOFU: Calculators, White Papers + Interactive Books #TCSWest2019 | Source: Content Marketing Institute
  92. 92. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 ADD A CALCULATOR 27
  93. 93. © 2019 Roland Frasier Tool: Calculoid.com #TCSWest2019
  94. 94. © 2019 Roland Frasier Opt-Ins @ 41%+ #TCSWest2019
  95. 95. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 CONTENT DYNAMIC 28
  96. 96. Dynamic Content Works 50% Unsubscribe Due To Irrelevance 71% Want Browse History Based Recs 82% Want More Relevant Emails 80% Want Past Purchase Based Recs 29%  Open Rates + 51%  CTRs 6X More Purchases © 2019 Roland Frasier #TCSWest2019 | Source: Experian + Silverpop
  97. 97. Personalize Offers + Content © 2019 Roland Frasier #TCSWest2019 | Source: OptinMonster.com
  98. 98. © 2019 Roland Frasier #TCSWest2019 Tool: OptinMonster.com
  99. 99. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 PERSONALIZE GEO 29
  100. 100. © 2019 Roland Frasier #TCSWest2019 Tool: Geofli.com Time-On-Site 25%+ Conversion Rate 30% Past P1 Clicks 92%
  101. 101. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 Assume Exit @ 7X Multiple TO OPT-IN + ANIMATE 30
  102. 102. © Roland Frasier Animated CPL .6-2X  Vs. Still #TCSWest2019 | Source Facebook + AdEspresso Not 
  103. 103. © Roland Frasier Tweaks For Owned Media #TCSWest2019
  104. 104. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 Assume Exit @ 7X Multiple PAGE LOAD QUICKEN 31
  105. 105. © 2019 Roland Frasier #TCSWest2019 | Source: Pingdom.com© 2019 Roland Frasier 2s Load Time = 4X Visitors
  106. 106. © Roland Frasier #TCSWest2019 | Source: Pingdom.com 83% Higher From 2 To 3 Seconds 400% Higher From 2 To 4 Seconds
  107. 107. © 2019 Roland Frasier #TCSWest2019 Tool: Pingdom.com
  108. 108. © Roland Frasier #TCSWest2019 | Source: royal.pingdom.com/page-load-time-really-affect-bounce-rate Target 70% User Satisfaction Reduce Image Size Optimize Javascript Use Cloudflare CDN Delete slow pixels
  109. 109. © 2019 Roland Frasier #TCSWest2019 | Source AdEspresso.com© 2019 Roland Frasier EMOJI: 30-40% > CTR + 20% < CPC  32
  110. 110. © 2019 Roland Frasier Emoji Ad Had 241%  CTR vs. #TCSWest2019 | Source SEMRush.com
  111. 111. © 2019 Roland Frasier As Always… Test vs. 11.25% < CPC 12% > CTR #TCSWest2019 | Source AdEspresso.com
  112. 112. © 2019 Roland Frasier Consistently > Engagement +57% Likes | +33% Comments | +33% Shares #TCSWest2019 | Source ZazzleMedia.co.uk
  113. 113. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 CONTENT UPGRADES 33
  114. 114. Trade Content For Contacts © 2019 Roland Frasier #TCSWest2019 | Source: https://optinmonster.com/30-content-upgrade-ideas-to-grow-your-email-list/ Make your blog posts available as PDF downloads Visitors can get a copy of the PDF in exchange for an opt-in This currently converts at 44%
  115. 115. Better User Intent Content © 2019 Roland Frasier #TCSWest2019 | Source: https://backlinko.com/skyscraper-technique-2-0 Informational: # calories in an apple How to grow email list Best paleo blogs Navigational: Contact Info Facebook LinkedIn login Commercial: “Star Wars posters Crossfit Las Vegas Best drone cameras Transactional: Car insurance quotes Buy groceries online NYC to San Diego flights
  116. 116. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 PERSONALIZED PUSH 34
  117. 117. © 2019 Roland Frasier +33% Engagement +26% CTR +33% Conversions +25% Total Revenue #TCSWest2019 | Source Wizgo.com Personalize Your Push Notifications
  118. 118. © 2019 Roland Frasier #TCSWest2019 Tool: Wizgo.com
  119. 119. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 TIMERS + CD CLOCKS 35
  120. 120. © 2019 Roland Frasier Countdown Timers +33% CTR | +286% Conversions #TCSWest2019 | Source NiftyImages.com vs.
  121. 121. © 2019 Roland Frasier #TCSWest2019 Tool: NiftyImages.com
  122. 122. © 2019 Roland Frasier #TCSWest2019© 2019 Roland Frasier #TCSWest2019 PERSONALIZED IMAGES 36
  123. 123. © 2019 Roland Frasier Personalized Images In Email +54% Opens | +44% CTR | +120% Conversions #TCSWest2019 | Source NiftyImages.com
  124. 124. © 2019 Roland Frasier #TCSWest2019 Tool: NiftyImages.com
  125. 125. © 2019 Roland Frasier THANK YOU! Message Me For Slides @ Facebook.com/RolandFrasierPage #TCSWest2019

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