Episode 9: Five Steps To Digital Marketing Success

Grow your company faster than ever

Never has it been possible to grow your company as fast as you can grow it right now. And it’s all thanks to DIGITAL MARKETING.

For decades I’ve been growing my businesses, and spent HUGE amounts of money on marketing… and let me tell you: nothing beats digital!

In episode 9, I’m going to tell you how you can also achieve digital marketing success with five components to building a proper digital marketing plan.

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Ladies and gentlemen, welcome to episode number 9 of the Elite Entrepreneur show. Today’s episode is titled “Five Steps To Digital Marketing Success”.

Thank you so much for tuning in, I really appreciate your time, as always, and let’s dive straight in.
If you’ve been around for any given period of time, I’ve probably been bugging you on Facebook and YouTube with my ads and you can probably tell that I’m a little bit excited about digital marketing.

I want to start with a question: Why digital marketing? Why am I so excited about digital as opposed to doing other means of marketing – you can still do television and you can do radio and you can do print advertising. There are so many other places you can market your business. Why digital? Why am I so passionate about it?

The first is control. I remember back in the day when I was growing my business coaching practice, and I did it for many years. I started a business coaching practice in the year 2000, and I only went online… I ran my very first marketing campaign, digital marketing campaign, either 2015 or 2016.
So for those 15 or 16 years, I successfully grew my practice by running double-page ads in magazines like Entrepreneur Magazine’ I used to have billboards, ads on radio. I even did direct mail back in the day when mail still got delivered.

But the one thing I never had was control. And what I mean by that is the following: I remember that I used to take out a huge double-page ad in Entrepreneur Magazine and it costs an absolute fortune. I would have to submit the ad a month before they would go to print, then they would go to print. The results on print media, you know it takes quite a long time. It can take a month, even two months, to get the full result.
If it was a bad ad, I could do nothing about it. I had to basically write off all that money I paid. I had no control in being able to change the ad creative.

With digital it’s completely different. With digital I can go live today, tomorrow I can switch it off, I can change it, I can change the headline, I can change the image, I can do split testing. I’ve got much more control over digital marketing, compared to any other media.
There’s no other media where I can be that quick and that flexible and agile in being able to change my ad if something isn’t working.

So that’s one of the things I love about it. and that’s one of the things I always hated about the days where I used other forms of media to grow my company. It was always a little bit of luck… if I wanted to try something new, I had to hold my breath and wait a month or two or three to see if the new idea worked. Whereas with digital it’s not the case.

The next thing is, it works! If I look at where I’ve always had the best return on ad spend, it always comes down to digital. Digital is just more profitable than any other form of marketing.

Now I don’t want to say that you should not do any other form of marketing, I’m just explaining why digital should be the cornerstone of your marketing plan.

The next thing is, it’s cheap! Now I know this one is going to grab your attention. It is cheap.
If I look at the cost of marketing compared to traditional media, it is much cheaper.
For example, take a trade show. I don’t know if you’ve gone through a trade show and tried to hire a booth and go through the cost of the stand and the aesthetics around it… the banners and the printing and the staff and the whole thing. It’s really expensive to do most kinds of marketing these days.

Digital marketing is cheap. Not cheap because you don’t spend a lot of money on it, cheap because of what it costs you to acquire a client.
If you could spend only 10% of your sales on acquiring new clients, that’s what I consider cheap. On traditional media, often you wouldn’t make any money on the upfront sale, you would only make money on the back end. That’s why I say it’s cheap.

It’s the quickest, fastest way to grow a company. There’s nothing that can grow your business as fast as digital marketing. Trust me, if there is anything, I would have been on it. I’ve always been keen on marketing and I studied marketing for a very long time.

The next one is, it’s a safer bet than raising capital. A bit of a back story… I’ve told you that I’ve been a business coach for a very long time, and one question I always ask – I’ve coached over a 100 000 people in live seminar environments – and I always asked them the same question: What is your number one challenge to growing your business?
And I would say more than 50% raise their hands and say cash flow. Now they describe it differently: Some people say low sales, some people say they don’t make enough money, some people say they don’t have enough capital… but it comes down to cash. People don’t have enough cash to grow their company.

There are really only two ways to solve that problem: First is to raise capital, that’s typical of what you would do where you get an external investor to invest capital into your company. You now have a whole bunch of cash and you can afford to grow your company.
The second way is to sell more. When you sell more, and you’ve got good payment terms like you get paid upfront, then that way you can also boost your cash flow.
There are certain cash management strategies that also help, like if you get paid up front and you only pay creditors 30 days later and that kind of thing… there’s a cash flow component there as well. So I guess there are three strategies, but there’s limited gain purely with cash management.

Coming back to raising capital, very few companies are investable, especially small businesses. Why? The single biggest reason is businesses are reliant on the owner. Unless the owner shows up for work, the business doesn’t work.
So the investor know, I can’t buy the owner with the business, this business has to function without the owner. And there are no systems in place and the business is just not investable.

So, if a business is not investable, and you don’t have angel capital, which pretty much described pretty much 90% of all businesses. You’re number one bet is to improve sales, to improve it rapidly and to improve it profitably. So, that’s why digital. I Love digital.

Let me explain to you the challenge with digital that most people face. You’ve probably run into this as well. When most people think of digital, their departure point is a website. That’s kind of the very first thing we got to understand in digital, a website.
Now, a website is awesome for many, many things, but for some things it’s terrible. And the one thing it’s terrible with is converting traffic. Only 1.8% of all traffic that goes to a website will convert into a lead. That’s not even a sale.
Now that’s an average across the board, it depends on the industry – some industries are worse, some are a little better. But across all websites across the planet, only 1.8% of eyeballs will turn into a lead.
From that point of view, it’s terrible with traffic. I remember the very first ad agency that I hired, was a Google PPC agency. They would send all this traffic to my website but nobody converted. I was like, “Guys, come on. Where are the leads?”
And they gave me this report and said they are buying all this traffic and all these people are going to my website, and I said, “Well, that doesn’t help me! People going to my website does not make me money. It just gives me eyeballs.”
They said, “Well, the guys aren’t converting.”
I asked what do we do to convert them better, and they said, “Sorry, we don’t know about that, we specialise in Google.”
That’s a big problem.

So even if you know how to run campaigns, you can still fail horribly. The reason why very few people succeed is because you need a few disciplines together so that it works. You can’t only succeed with traffic, you can’t only go and buy traffic from Google, you can’t only go and get leads from LinkedIn. Or you can’t only have a good website. Or you can’t only have a good email newsletter.
It’s like baking a cake, a cake doesn’t have one ingredient. It has maybe 20. And all those ingredients need to work together to bake the perfect cake.

Now with digital marketing, you don’t need 20 ingredients, you need 5!
Before I tell you what the five ingredients are, I want to use the opportunity to tell why every single person watching this show and listening to the show absolutely should jump on this and take that very seriously.
The first reason is, as soon as you master digital marketing, you can start your own business. You can grow through digital marketing. I’m seeing this all the time. People that have great ideas, good products and services, but they don’t know how to market them. They at best will stay starving and struggling.
The people that know how to market their products and services, especially online, they go from here to there in a very short space of time.
Never in human history has it been possible to grow your company as fast as what you can grow it right now.
You can start an online business, and those of you who have been following me for any given period of time will know that I believe starting a digital agency that specialised in client acquisition is the ultimate online business.

The reason for that is very simple. There are millions and millions of entrepreneurs all across the world who want to grow their companies, they want to grow their companies digitally, but all they understand digital to be is a website. They don’t know the first thing about running ads, about creating funnels, about writing ad copy.
They want to hire people that can help them with digital and there’s a very short supply of people that they can come across. So they usually hire people who are terrible and can’t produce results, and then they think digital doesn’t work.
It’s not digital that doesn’t work, it’s the service provider who doesn’t know how to do it.

So there’s a huge opportunity to run your own digital marketing agency, specifically a client acquisition agency. Those of you guys watching this, that have graduated from Agency FastTrack program, will know exactly what I’m talking about. There’s huge demand.
Those thinking about it, you should absolutely jump on it.

It’s a rare resource. I know even if we try and hire a full-time media buyer, as they call them, or campaign strategist, someone that just runs traffic… they are hen’s teeth. Really, really hard to find good resources. So there’s a massive opportunity, even for those who just want to acquire a better skill set that makes you more employable, that can help you to fetch top dollar as an employee. This skill set here is it. This is where the money is right now.

With that said, let’s dive in. There are five components to building a proper digital marketing plan. I’m gonna try and keep it very simple.

The first is your strategy. I’m going to give you an example to explain to you what a strategy is.
Let’s say for example that I am an ad agency, client acquisition agency. I’m working with a chiropractor. They say they want more clients. What they would have done is bough traffic from Facebook and Google, sent it to the chiropractor’s website, which is not built for conversion.
That means if only 1.8%, let’s say 2% of people convert into a lead, it means I would have to get them 50 clicks to just get one lead. And that doesn’t mean that lead comes in.
Maybe the person at the front desk handling the leads or enquiries isn’t very good at getting people to come in, maybe the people just call and say “Hey, what do you cost?”, they provide the price over the phone, and the guy phones the next chiropractor.
Let’s say it takes 10 leads to make 1 sale, that means I would have to get 500 clicks to get 10 leads to make one sale. Now you can imagine the cost, it’s impossible for that chiropractor to run a profitable campaign.

How would strategy help with that? The first thing is you need to make a brilliant offer online. There needs to be a funnel that makes a huge offer that’s super easy for people to say yes to. For example, it could be that the chiropractor offers a complimentary 30-minute spinal assessment. The very first thing a person sees is a spinal assessment and that is the offer that they see. Now you could have 20% of people opt-in for that offer. But that’s not all. That’s just the first step of the strategy.
The second step is the conversion plan. Once people are there for the spinal assessment, how do you convert them into a paying client?
That’s where the chiropractor can use a method to analyse the spine and show this is where you have some challenges and here’s what I recommend, we need to solve it.
But the thing is how do you monetise the relationship from the client, so that chiropractor could package to say to people in your particular condition we find that they go for X package, which is seven alignments, three or five days apart. And then they go onto the maintenance plan. So let’s get you started on the spinal alignment package.
That way, the average transaction value, sales value, is much higher than what it would have been if a person just came in for one adjustment.

Now the one thing I do want to say, you always have to act with integrity. You know, the chiropractor should never recommend anything the client doesn’t need.
If the chiropractor feels someone needs seven adjustments to get them the best results, then they are absolutely obligated to make sure the client goes for that package. But if not, they shouldn’t. Let me just make that very, very clear.

So, it starts with a strategy. There needs to be a strategy to turn eyeballs into leads, there needs to be a strategy to convert a lead into a sale, and there needs to be a strategy to optimise every single first sale. That’s called strategy.
Now it doesn’t have to be more complicated than that. Boom, there’s a two-minute strategy for a chiropractor. So when I say the word strategy, I’m not talking about a lengthy strategy document, I’m just saying following a logical path.

That’s what a funnel then does. The funnel actually executes that strategy. A funnel, in this case, is a series of two pages, and it’s a series of two or three follow-up emails and maybe a lead handling system.

Let me explain to you how the funnel executes the strategy. So the funnel has a landing page that has only one offer. It says “complimentary 30-minute spine realignment by doctor XYZ”, and there’s some information that credentialises doctor XYZ and there’s a form that they can complete for doctor XYZ. That’s your opt-in page.

The thank-you page will say, “Thank you very much for opting in, we have your details, we’ll contact you within 24 hours. If you have a need right now, please call the following telephone number so that we can get you in ahead of everybody else because there are only 30 of these packages available.”
Now the reason why you make that offer is because generally the people that make the phone call have got the biggest need right now, they are in agonising pain, and these are the people that are the most likely to buy the product right now.
That’s called a two-step funnel.

Then there’s a confirmation email that says, “Congratulations, we have your details and we’ll contact you,” and then maybe you can have a third page that if it’s accepted the person can come to the practise where they can actually book a timeslot from the calendar.

So it’s very simple. But it’s not a website. A website just says “Doctor Who, awesome chiropractor, these are our services, contact us”.
Can you understand the difference between the two? It just doesn’t work. A funnel works. There’s one or two follow-up emails, it could be an email that says “hey, you haven’t booked your slot yet” or “we tried to get a hold of you”. Something very very simple.
It could also be that the leads get allocated to the front desk person, and that there’s a system to make sure leads are followed up on. Because that’s what often happens, people generate leads online, it goes to the receptionist inbox, and nobody follows up on it. And then they think digital marketing doesn’t work.
No, no, no, the follow-up strategy does not work.

So a funnel is really just a process of turning a click into a paying client. I’m going to do a whole session, just on funnels as we go throughout the series.

That’s your second component. First is your strategy, the second is the funnel that executes the strategy.

The third is the words. That’s just sales copy. Most of us, English isn’t my native language so my grammar is awful, my spelling is terrible, and a lot of people don’t write in a very persuasive manner. So you want to have someone who has a reasonable proficiency with copy just write a really good headline – and a headline can make a really huge difference. For example, one headline for the chiropractor can say, “Visit Doctor Who for a spinal alignment”, and you can get a certain amount of response from that.
Say “Visit Doctor Who for a complimentary 30-minute spinal alignment”, that could get a better response.
An even better response could be generated from “The instant 30-minute back pain cure, by Doctor Who. 30-minute complimentary assessment”.
You see the one offers a benefit, instant back pain cure, and you are gonna get an even better response.
That’s just one example.
So you just want reasonably good copy in your headline, in your benefits copy, and the follow-up emails, just to make the funnel more persuasive.
Again, I’m not talking about heavy-weight skills. You can pick up a book on copywriting, we teach it in one of our programs as well, how to write good copy for your ads, for your funnel, etc.
Your ads on Facebook… if they are boring, if it just says “Dr Who, awesome chiropractic” with photos of Dr Who… nobody is going to click on that ad. You’ve gotta make a brilliant offer on both Google and Facebook, as well as any other traffic platform, and you’ll get a better response.
So that’s your third component.

The next is you have to run Facebook ads and Google ads. These two work very well together.
I’m not going to explain in this episode why I suggest Facebook and why I suggest Google. I’m doing this in about two episodes from now. I’m going to do a comparison between Facebook and Google and LinkedIn specifically, and talk about why these three, for most people, 95% of our clients, the best bet is Facebook ads, for reasons I’ll explain later. As well as Google.

What you have now is that you have a comprehensive plan. You have a very simple strategy that says “here’s the strategy form, here’s a chiropractor, we’re gonna give away this offer, we are going to get people to come in for a free assessment, and then we are going to sell them one of five different packages depending on what condition they are in.”
Boom, very simple.
Here’s a funnel that executes this strategy. We’re gonna write good quality words all across the funnel so that it’s persuasive.
We’re gonna run some ads on Facebook, run some ads on Google. Boom, Bob’s your uncle.

If you’ve never done this, your eyes are probably going big, thinking “Oh my goodness, this sounds so complicated, how do I do this? I’d rather do nothing.”
The question is: Should you do it, or should you outsource it?
My advice is, my blanket advice is, outsource it. And the reason is, either become the person that someone outsources it to, either start a client acquisition agency – because there’s huge demand – or if you have a business that you are trying to grow, then outsource it to someone else.

Here’s why: As an entrepreneur, you are trying to grow your company. You have a million different things to do. You’ve got to deal with staff, inventory, clients, accounting, cash flow, bookkeeping, etc. Learning to do digital marketing properly is a science. You don’t go and try and wing it to become an attorney, you hire an attorney.
It’s the same thing here, it’s not the kind of thing that you should just wing. I recommend one of three paths for you: First, if you are looking for a business opportunity, I suggest, honestly, join our Agency FastTrack program, you can talk to one of my team about it if you haven’t yet, and learn how to help small business owners with this.
If you are a small business owner, hire one of our graduates. Hire one of thee guys, because they are brilliant. We’ve taught them exactly how to do things, and you can reach out to my support team – [email protected] – if you are looking for references.
There are certain cases where I recommend for the entrepreneur to do things themselves. That is if they are planning to build a team that’s going to do it internally. In my company, right now we have a couple of guys outsourced, but my vision is to bring it in-house, because our volume is just that big, it warrants the expense.
So if your company is growing to a point where you have the affordability to build an internal team, then you may want to build the internal capability to do that. Or if you just personally love marketing and have an interest in that thing, you can do it yourself.
As a stock advice, someone that is looking for an online business opportunity, consider this as your departure point, and someone who runs a business that they want to grow, hire someone that knows how to do it.
That would be my best advice to you.

Here’s a question: I want you to go to our blog, I want you to go to www.eliteinc.com/9 and contribute to the conversation.
First of all: Are you leveraging the power of paid digital advertising? And how? I’m really curious to know, what are you guys doing at this point? Are you running some Google ads? Are you running social media posts? What sort of results are you getting?
Maybe there are other things that you are doing that are working for you. And what have you tried in the past that hasn’t worked for you?
I really want to hear from you, because it helps me to improve the quality of our content. So please let us know.

What are your thoughts about insourcing and outsourcing?
Go to www.eliteinc.com/9 and scroll down to the comment box and let me know where you are at as far as this conversation is concerned.
We really want to hear from you, I want you to comment on our blog, let us know what you think, go to www.eliteinc.com/9.
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Those of you interested in taking the next step in digital, you can book a call with my team for a complimentary 15-minute call. You can go to www.eliteinc.com/9 and just scroll down, you’ll see there’s an opportunity to book a call with my team. We can just take a look and see if we can help you take that first step towards becoming a digital marketing ninja.

That’s all for today, thank you for so much. I appreciate you and I really don’t take it for granted the time that you’ve taken. I really take it seriously that you have chosen to learn from me and from my company. So thank you very much for that.
I’ll see you on episode number 10, where we’re going to dive deeper into these concepts. Thank you