Ryan Skelly & Shane Johnston – Titans Of Marketing Webinar Academy
Salepage : Ryan Skelly & Shane Johnston – Titans Of Marketing Webinar Academy
Arichive : Ryan Skelly & Shane Johnston – Titans Of Marketing Webinar Academy
- How do you 10 X your business in one year?
- What’s it like to have the legendary Jack Welch threaten to fire you if you don’t deliver?
- And why might you want to set yourself the biggest goal you’ve ever set?
That’s what we’ll be talking about today with marketing expert and consultant Shane Johnston.
Shane Johnston
Shane Johnston is a former management consultant turned entrepreneur, marketing expert, coach and speaker.
His clients include marketing greats such as Pam Hendrickson, Mike Koenigs, Ed Rush and Nick Unsworth.
And he’s here today to talk about how you can 10 X your business.
An online business resource Shane loves is…
- Infusionsoft for automating customer follow up and sales processes – essential if you’re going to automate and scale your business.
Shane’s recommended book:
- Shane recommends one of my favourite books which is the excellent ‘Influence: The Psychology of Persuasion’ by Robert Cialdini
How to connect with Shane
- To connect with Shane and to get on the early bird list for the ‘Titans of Marketing’ book launch visit TitansofMarketing.com/10x
Don’t miss another episode!
iTunes loves to see new subscribers! It’s a huge part of their ranking algorithm. So if you enjoyed the show and you want more then click the big “can’t miss it” yellow button below to subscribe via iTunes. You’ll also be doing me a big favour by helping to support the podcast.
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- How do you turn clicks into customers using Facebook ads?
You see, being able to bring in customers at will through advertising is the Holy Grail of marketing. Once you can do this successfully the sky is the limit and you can grow your business and your income way faster than you ever can if you’re stuck relying only on ‘free’ or organic traffic for customers.
That’s what we’ll be talking about today with Facebook marketing expert Billy Gene who’s generated over a million dollars through Facebook advertising.
Billy Gene
Billy Gene is an expert at turning clicks into customers using Facebook ads. It’s a process he describes as direct response marketing on Facebook.
And he’s very good at it. He has over 30 agency clients and he runs monthly courses where he teaches business owners how to do exactly what he does on Facebook – either for their own businesses or for their clients.
Last year his business brought in over $1 million in revenue.
That’s pretty impressive – especially for someone who is still only 26 and, just four years ago, was $70,000 in debt and living out of his car.
So, to talk to us about how to explode our business growth and profits through Facebook advertising my guest today Billy Gene.
An online business resource Billy loves is…
Billy loves LeadPages.net for building great landing pages and Elance.com for hiring freelancers at highly competitive rates.
Billy’s recommended book:
- Billy recommends
Billy’s favourite quote:
“Make it happen!” — Billy Shaw (Billy’s Dad)
How to connect with Billy
- If you want to learn from Billy and know what he knows then visit ClicksIntoCustomers.com where you can find out about Billy’s amazing Facebook marketing course.
- You can also find out more about Billy and get some great resources by going to BillyGeneIsMarketing.com
Don’t miss another episode!
iTunes loves to see new subscribers! It’s a huge part of their ranking algorithm. So if you enjoyed the show and you want more then click the big “can’t miss it” yellow button below to subscribe via iTunes. You’ll also be doing me a big favour by helping to support the podcast.
21: LAURA BETTERLY: THE ONLINE MARKETING EXPERT THE “GURUS” GO TO FOR HELP!
SEPTEMBER 26, 2014 LEAVE A COMMENT
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Laura Betterly is the online marketing expert the “gurus” go to for help! The famous Internet Marketers she’s worked with read like a “Hall of Fame” list and include Frank Kern, Ryan Deiss, Andy Jenkins and Mike Filsaime.
Her marketing exploits have seen Laura featured in The Wall Street Journal, The Washington Post, Newsday and on CNN. Laura is a former punk guitarist, she’s taken a company public and she has two twenty-something sons.
In this show Laura shares some great stories from the early days of Internet marketing as well as what’s working today – great resources and best practices for growing your business fast.
How to connect with Laura
- Laura’s website is packed with great information and links including a link to Traffic Genesis – the mega-successful course that Laura created with Mike Filsaime and Andy Jenkins. You can visit Laura’s site here: LauraBetterly.com
- If you want to connect with Laura on Facebook then visit her page here: Facebook.com/LauraBetterlyLive
7: VALERIE SHOOPMAN: GETTING A 1,250% ROI WITH FACEBOOK MARKETING
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Valerie Shoopman is a Facebook marketing expert and business strategist who has helped hundreds of entrepreneurs and small businesses to use Facebook marketing to attract customers and make sales. Her clients include Nick Unsworth and John Lee Dumas for whom she recently ran highly successful Facebook ad campaigns that generated ROIs of 500% and 1,250% respectively! In this episode Valerie explains exactly how she does it.
Generating leads with Facebook
Valerie focuses on Facebook marketing and in particular using Facebook ads to generate leads and drive traffic to webinars during which clients give good free content on the webinar and then sell a product or service at the backend of the webinar.
What Valerie helps them do is get highly targeted traffic to the webinar as well as making sure that their landing pages, funnel and offer are all set up properly. As well as creating the Facebook ads Valerie adds tracking pixels (see below) so that clients can see exactly which ads are leading to converted sales and therefore which ads to keep running and fine tuning. In other words, Valerie optimizes the ROI (return on investment) on the client’s ad spend and maximizes sales.
A decade of online marketing expertise
From 2003 to 2007 Valerie did a lot of advertising using Google PPC. In addition to running her own affiliate ads Valerie worked for a non-profit school and was able to get a $10,000 a month Google grant to spend on ads. This allowed her to do a huge amount of testing to see what sort of ads and headlines worked best – knowledge that she has taken forward into her Facebook marketing business.
Facebook ads vs. Google ads?
In 2007 Valerie started using Facebook ads and now focuses on them exclusively. As she explains, Google ads ended up becoming very expensive. Comparing to Google ads to Facebook ads
- Facebook ads are cheaper – much lower cost per lead
- Facebook ads are much more highly targeted – “laser focused” as Valerie says
- Google ads require more research to get right
- Facebook gives you the opportunity to build relationships
An important difference between the two platforms is that with Google you can only target for keywords. This means you have to be very good at getting the right buying keywords (meaning more spent on research) or you’ll waste a lot of money. And even when you get them right there are so many people bidding that it’s still expensive.
Facebook, on the other hand, allows you to “laser focus” on very specific groups or audiences. It’s even possible to create “custom audiences”, which are audiences created from specific groups or pages on Facebook or from email lists. And although Facebook ads are getting more expensive as more people begin to use them they are still much cheaper than Google.
Facebook, because it is social, is also much better for nurturing relationships with new prospects who come into your marketing funnel through Facebook ads – something else that Google PPC ads don’t offer.
Valerie’s story of struggle
When she launched her business Valerie thought that since she had so many skills she would “do it all” – not just all the different social media platforms, but website building, sales pages, autoresponder set up, and so on. This approach was reflected in the company name: Meta Social Media.
The problem was no-one knew what she did – it was too confusing. And because it was difficult for people to explain what Valerie did they would say things like “Oh, I know Valerie, she does something online.” Because this was so vague not only were people not going to Valerie in the first place she wasn’t getting referrals. To add insult to injury, a lot of people couldn’t even remember the company name!
Meanwhile, for Valerie, her day-to-day business life was one of confusion in which she bounced from one type of activity to another. She felt like she was “being stretched thin” and was not able to “go deep” and become the expert in any one area.
A “tremendous transformation”
Valerie’s business coach Nick Unsworth (eventually) persuaded Valerie to pick the one area she enjoyed the most and focus on that. Valerie picked Facebook and the result was a “tremendous transformation”. Valerie was quickly able to become a true expert on Facebook marketing and Facebook ads.
In terms of her personal brand, everyone started equating Valerie with Facebook marketing and Facebook ads. Suddenly people knew what she stood for leading to more business and more referrals.
Now Valerie is the “Facebook ads expert” and she describes niching down this way as one of the best things she’s ever done. This is despite being scared to do it for a long time because she didn’t want to “leave out” the many other things that she could do.
The important lesson here is that just because you can do something it doesn’t mean you should!
If you offer too many things people 1) will struggle to remember or explain what you do, and 2) will never see you as an expert – you will always be seen as a “jack of all trades”. By focusing down you eliminate these problems and not only does it become easier to get clients, but you can charge more for your services. This is a key element to successfully positioning yourself.
Advertising mistakes
Something Valerie sees a lot of people do when they run ad campaigns is to make a similar mistake and “try to appeal to everyone” instead of niching down. The result is that they end up appealing to no one and so either lose money or have mediocre results.
The importance of congruency
It’s critical for all the elements of your campaign to be congruent – the ad, the landing page and the webinar or sales page. For maximum effect each campaign should focus on a particular target audience and the branding, messaging and “look and feel” should be consistent at each stage of the process. This may mean you need to run multiple campaigns – one for each demographic you are trying to attract. The more you understand your target groups the better you will be able to use language that resonates with them.
Living the lifestyle
Valerie came from a corporate background where everything was dictated by her employer. Today she is passionate about the opportunities that technology makes possible – allowing us to create time freedom, financial freedom and flexibility and at the same time really make a difference in people’s lives. Valerie doesn’t take on that many clients any more, but when she does those clients must 1) be people who Valerie likes, and 2) be doing something that aligns with her values.
Providing leadership
For a long time Valerie was missing “the confidence piece.” To put it another way she felt “why would people look to me?” For the past year this is something Valerie has worked hard on – both on the mental, physical and health elements. This holistic approach has “skyrocketed” Valerie’s confidence. As she puts it “I don’t know how else to explain it other than I am a totally different person than I was 12 months ago.”
I strongly believe that “inner game” is even more important than “outer game”. You can have all the tools (knowledge) in the world and still not be successful if you don’t have the confidence to push forward and make things happen (being in business can be tough!). On the other hand, if you get your mindset right you’ll find ways to overcome whatever obstacles you meet. Valerie’s story is a great example of how taking a holistic approach can improve your confidence.
An added bonus is as you become more confident people will pick up on that confidence and be much more inclined to listen to you. In other words, the more confident you are the more of a leader you become – setting up a positive feedback loop.
The 3 components of a Facebook ad campaign:
(To hear Valerie give the complete explanation of how to set your campaign up the right way go to 22’42”)
- Your offer
- Your landing page
- Your Facebook ad
These are the 3 main components of a Facebook ad campaign. If any one of those parts is off or not congruent your conversion will suffer. For this reason, Valerie likes to start with the offer itself and get that right first. Then she works backwards finishing with the ad.
When creating your offer ask yourself what the offer is, what problem it’s going to solve and who the target audience is. As you do this always keep your target audience in mind and ask “what’s in it for them?”
When creating your ad remember that images are critical – if you can pick an image that will convey the right emotions your campaign will be much more successful.
Mobile vs. desktop ads
If you don’t specify then Facebook will send you ads to both mobile and desktop, however, there can be huge differences between how well the two convert. Unfortunately, there is no set rule as to which will work best so the only way to know for sure is to track.
Tracking pixels
(For the complete explanation of what tracking pixels are, why they’re so important and how to use them go to 31’37”)
To track properly you must be clear on your goals – for example, is your campaign about list building or is your priority sales made on a webinar? Once you’re clear on this you can use tracking pixels to see which traffic is converting best and what ROI it is giving you.
BTW, adding tracking pixels may sound complicated, but it you can copy and paste you can do this! (And it will transform the success of your Facebook ad campaigns.) Valerie explains how and where you need to put them when setting up your campaign. LeadPages (affiliate link) which both Valerie and I use even has a little box where you can just paste in the code – super easy!
Wow! – Getting a 1,250% ROI for John Lee Dumas and a 500% ROI for Nick Unsworth!!!
(Starts at 38’30”) Valerie ran John’s Facebook ads when he launched Podcasters’ Paradise. For $1,600 in ad spend spread over two webinars Valerie helped John generate 27 sales of a $997 product. Of those 27 sales 20 could definitely be tracked back to the Facebook ad spend.
Who wouldn’t spend $1,600 to make $20,000 back?!
Valerie runs the Facebook ads for Nick Unsworth host of the “Life on Fire” video podcast. Recently, with a $5,000 ad spend they were able to close 25 sales (every one of the available
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