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Friday, 17 March 2017 05:50

25 Digital Marketing Strategies & Takeaways from Traffic & Conversion Summit 2017

This last weekend I attended one of the most amazing digital marketing conferences there is in the world, the Traffic & Conversion Summit 2017 in San Diego, California - organized by DigitalMarketer.com. It’s a conference designed for more advanced and experienced marketers and marketing agencies, rather than for people looking to get started in digital marketing. The speakers dig deep into marketing strategy, things that work and don’t work, the exploration and testing of new technology and much more.

During the four days of packed back-to-back sessions with some of the leading experts in digital marketing, thousands of words in notes and over 300 photos shot with my phone of some of the slides; here’s a list of my top 25 takeaways, tips and trends of the state of digital marketing. Do keep in mind that approximately half or two thirds of the sessions were led by the internal team members of DigitalMarketer.com

Setting your business up for success

1.Targeting a specific audience will help your business grow faster

If you choose the right businesses to work with, you’ll be better able to scale your business. Pick your ideal prospects, go find them and work with them. Marketing agencies, and other businesses who have a specialization (of any type), rather than being “generalists”, will grow faster than all other agencies.

2. You can’t scale Hustle

Hustling as a sales tactic is unpredictable, and your company’s sales results will vary wildly and may be risky. Your company’s business development and sales shouldn’t rely on the work only of a hustler, and instead you should develop and implement a predictable and consistent sales system.

3. The path to conversion is complex

Users online don’t just click on an AD and then buy, the online conversion process is generally complex. For example a user could start a Google search → then read an article → then maybe email a friend to ask about something → then may visit a specialty web directory → then maybe search again on Google → Then visiting a company website and on and on...

90% of the time users spend online is spent outside of Search (Google, Bing). Thus, it’s super important that you make sure your company is developing remarketing ads, as well as Ads on other platforms such as YouTube.

4. Sell right, setup the right expectations and you’ll be setup for customer retention success

If you have an onboarding process that is fast, feels good, and actively engages your clients in the first 90 days, you’ll be much more likely to have those clients be with you for the long run.

5. Hire brilliant people to build brilliant processes

Document and train everything that they do.

  1. Get your brilliant person to document 1 process at a time for 1 hour (via video, text, etc).

  2. Document the process that you do the most frequently (that has to be done, is repetitive), but is not super strategic.

  3. Test all processes, which many forget to do (test what you documented).

  4. Create a feedback loop – a method to raise questions.

  5. Improve things that aren’t working – Do not try to do everything at the same time.


How to generate sales, leads and loyalty

6. Always keep the complete Customer Value Journey in mind

According to Ryan Deiss and his team at Digital Marketer “The job of marketing is to move prospects and customers seamlessly and subtly through each phase of the Value Journey”. So it’s wrong to expect people to simply be aware that your company exists (like through an AD they click on), and then expect that they’ll buy from you. Instead, they have to move through some or all of the eight stages of the Customer Value Journey. Download PDF sheet here.

These stages are: Awareness, Engagement, Subscription, Conversion, Excitement, Ascending, Advocating and Promotion.

The customer value journey

Different marketing campaigns should be used from moving people from one stage into the other. Each campaign should have it’s own goal, and a company should expect the user to go through all of the stages before they become a paying customer, or becoming a raving fan.


The 3 step strategy to building a multi-million dollar virtual marketing agency 

7. Success is all about your team, setting up the right processes and being organized

Ralph Burns from Dominate Web Media shared with us his great formula to grow marketing agencies in three easy steps:

  1. Get A-players: Hire only the best and most qualified, and train them

  2. Create Systems: Develop and document your working processes

  3. Use a simple project management system: His team uses Podio.com’s software.


The $500 Billion dollar Madmen marketing method that creates perfect marketing campaigns in 4 steps

8. Research, test, and revise your campaign to focus on the desired end result

Perry Belcher shared with us the four steps to creating successful marketing campaigns every time.

  1. Do your research: Over 90% of marketing companies don’t do the necessary research to understand what the market wants, what they dislike, and what’s most important to them. So do research first.

  2. Define your value proposition, and only focus on this: Don’t focus on promoting features, benefits or anything else. Focus on how your value proposition makes people feel.
  3. Review and revise: Be sure to have a handful of people review your proposed campaign and mark it as “confusing”, “unbelievable” or “boring”. Then adjust as needed.

  4. List your actions items to launch the campaign: Approve and build your emails, assign communications, alert customer service and release your offer.


5 Surprising Components of the well branded website

9. Position your customer as the hero of the story, and you as the guide that helps them get there

Donald Miller from Story Brand presented the importance of storytelling for the success of a website as a sales tool. Some of the highlights are that a) Words convince people to buy, so use the right words, b) people buy things they understand, so if it’s confusing they won’t buy it, and c) Nobody cares about YOUR story, you want to make sure that your customer is the hero and NOT you (the business owner or agency).

story brand storytelling web content

The 5 components of the branded website are:

  1. The header: Should answer the questions of what you offer, how does it make the customer’s life better, and how can they buy it.

  2. The value proposition: What’s in it for the customer?

  3. The plan: Describe how your plan works, be sure to mention only 3-4 steps or phases at the most.

  4. Testimonies: Show how you’ve helped others, and show your competency to do the work.

  5. Address the cost of failure: Show them what happens if they don’t take action and choose your plan.

 


Master the MAGIC headline formula that ALWAYS works and get a killer hook for your product or service in the process

10. Grab someone’s attention first, then convince them that they need you.

Once again Perry Belcher provides super valuable content by showing the crowd ways to create amazing headlines that hook people in, and ensures they keep reading.

Some of the key notes from his session highlight the fact that a) These days most people will only read the headline (1 out of 5 people) and skip the rest, b) People will never give you their money, unless they first give you their time, c) Long form copy will always beat short form copy for things that are more expensive, and d) It’s super important to really understand what pain point your business solves, otherwise the rest of your business won’t work.

Winning formula headlines

The magic formula for a winning headline is:

  1. Trigger – What gets you to read the rest of it.

  2. Desire results – What they want.

  3. Time until it results – How long it will take to get it done.

  4. You can do it – show you that anyone can do it.

  5. Promise - that it will work.


Viral Email campaigns that TRIPLE response and explode branding

11. A/B test a promotion with 10-20% of your E-mail list prior to sending to your full list

It’s amazing how much a marketer can increase their desired campaign results (and revenue) by spending the time necessary to split test a promotion and find the winning combination. The process is simple, yet provides magical results.

To triple a campaign’s results, such as sales generated, follow this formula:

  • Step 1: Write your promotion’s email and test 2 different subject lines (A and B). Split test these subject lines to 10% of your E-mail list.

  • Step 2: Get the winning subject line of Step 1, and now write two different sets of e-mail body text (A and B). Split test the body text A and B to an additional 10% of your E-mail list.

  • Step 3: Combine the winning body text from Step 2, with the winning subject list from Step 1, this is now your winning campaign E-mail. Send this winning E-mail to the other 80% of your list.

  • Step 4: A few hours later, send a follow-up email with a promotion to all people who opened up your emails. They’re more likely to be interested again.

  • Step 5: Now another 2 hours later, emails all those who clicked any of the previous emails with another coupon and offer.

Triple revenue email marketing split testing 


Don’t call me a marketer!

12. Build a Growth Team that’s aligned with the Customer Value Journey

Ryan Deiss, CEO of DigitalMarketer provided a super valuable lesson for any business who wants to grow in today’s competitive online marketing age. He explains the importance of re-naming conventional business titles for a set of new ones, and highlights the four key team members that every company must have in order to grow into a successful, long-term company who is loved by it’s customers.

The first key takeaway is that there is a tremendous overlap between sales and marketing. Marketers now drive sales (e-commerce for example), while Sales people are now also expected to act more like marketers (by being more informed). Thus, a deeper interconnection between these two teams must exist.

The second takeaway is that Ryan mentioned that “Those who have great marketing professionals, and train their team, will be the most successful”. This refers to the idea of ensuring that a company’s CEO focuses on building it’s team, so he can focus 80-90% of his time into building products, and strategizing how to grow the company - not how to manage it.

The new “Growth Team”

Growth team marketing from DigitalMarketer.com

The old model had three departments: Marketing, Sales and Support, in the new growth team model, there are four main roles:

  • Content: The role of creating blog posts, videos, search, lead magnets, social, community management. Their goal is to create awareness.

  • Acquisition: The role for developing traffic campaigns, landing pages, optimization, email promotions, Ad campaigns, (the marketing team). Their goal is to acquire new customers.

  • Monetization: Sales, copywriting, partners/affiliates, biz development, e-commerce, business development. Their goal is to generate sales.

  • Success: Customer support, account management.  Making sure clients are successful, delighted, and that they get value from your products. Their goal is that customers grow with the company, and the relationship doesn’t just end after a sale.

 


Facebook Video Ads Success in 3 Steps

13. Teach people something valuable, and they’ll come back for more

Keith Krance from Dominate Web Media is a wizard for Facebook Ads, and taught us the huge value of creating a marketing video and using it as a Facebook Ad.

Some of the highlights of his talk include:

  • “The ear long remembers what the eye soon forgets” - we remember what we hear much more than what we see.

  • Newspaper ads are to Facebook image ADs, as the Radio and TV are to Facebook video ADs.

  • Facebook lets you create custom audiences based on the length of time a user watched a video.

  • People like to share things that make them happy and look good, it’s a type of social currency.

  • The key is to get started now, and get fancy later. Try Animoto.com, a great tool for video animation.

 

3 Steps to Facebook Video Ads

  • Step 1: Stop the newsfeed scroll, grab someone’s attention. The first 3-10 seconds are key.

  • Step 2: Use the EDIE formula: Educate, demonstrate, inform and entertain

  • Step 3: Use a call to action throughout your video, not just at the end.

 


Mind-blowing marketing tactics you can implement now

14. Give people what they’re looking for

Instead of assuming what it is that your users are looking for, why not simply find out exactly what they want, create a solution for them and offer it? That’s what the CEO of OptinMonster suggested during his quick tactics session. He suggested marketers to research what people want by visiting sites like AnswerThePublic.com, Bloomberry.com, SEMrush.com, and Churnbuster.io

15. Create awareness campaigns on mobile, and complete conversions on tablets & desktop

Ezra Firestone from SmartMarketer suggest that marketers should create awareness advertising campaigns only on Mobile devices, as it’s more common for purchases to occur outside a mobile phone. Once a user clicks on a mobile Ad, marketers should create retargeting campaigns to retarget those visitors with ADs on tablets and desktops.

Ezra Firestone awareness ads mobile only

16. Personalize offers to get up to 9X higher earnings per visitor

A great tactic to increase revenue per visitor, is to focus on personalizing on-page retargeting pop-ups and message with a user’s name and/or specific interests. Those who feel that their personal needs are being addresses, are more likely to connect with a brand and in-turn become paying clients.


Use your website’s existing traffic to generate leads.

17. Provide irresistible offers with on site retargeting

Take advantage of the power of on site retargeting by showing users special, irresistible offers that they can’t possibly turn away. For example, if someone is browsing a product page of something that costs $29, and then you show them a pop-up for something similar that is just $5 to try, they’re very likely to click on it (and buy it). Molly from DigitalMarketer, suggest marketers to use their existing traffic to show them additional offers, instead of only focusing on doing retargeting.

Website onsite retargeting tools

18. Study your user’s online behavior to improve user experience

When a user visits a website, they usually have a goal that they want to accomplish. Whether that goal is finding pricing information, details of a product, a solution to a problem, etc. To provide web visitors with a better user experience, marketers should analyze how visitors interact with their website by using and analyzing page heat maps and web recordings.

Understanding what frustrates users, where they get stuck, and what they’re actually clicking on can greatly help marketers to design a friendlier and more effective user’s experience - in turn this helps users reach their online goals faster.

 

19. Use Live Chat to overcome barriers to purchase

People want to talk to other humans, and in today’s instantaneous world we live in, the use of live chat on a website will greatly help visitors find quick answers to their questions or doubts. Today, more than half of online users say that they’re likely to shop with a business they can message with first, such as through Facebook messenger.


The Blueprint To build trust in a digital world – How trust maximizes engagement and revenue.

20. People buy from people they trust (More than from people they just like)

In today’s complex and huge digital world it’s sometimes hard to distinguish who you can and cannot trust. Thus, in orders to gain consumers online, companies need to focus their marketing efforts in ensuring that people can trust them. 86% of consumers are less trusting of companies than they were five years ago.

The formula to creating trust online is made up of four steps:

  1. Clarity: People trust the clear and distrust the ambiguous. People will trust what they can see and understand clearly.

  2. Connection: Creating a strong method of communication with users is a key factor for creating trust. Asking great questions to prospective clients is a great way to show expertise, and build trust.

  3. Consistency: The power of consistency is formidable in directing human action. People may not notice your consistency, until you’re inconsistent - in which case they’ll notice right away. To create consistency, marketers should use marketing automation so that everyone gets the same message.

  4. Results: To complete the circle of trust, a company should provide the results it promises.

 


How to architect an ideal sales conversation.

21. Create a predictable sales framework that naturally generates conversations

Marketers can’t expect users to immediately move from the awareness stage of the customer journey directly into the monetization stage. Instead, users should move from one stage of the journey into the other naturally, and without any friction. To do so, a company must develop a predictable sales framework in which getting to an ideal sales conversation is the natural and obvious step from the previous stage.

Develop ideal conversation for marketing and sales

For example, if a user clicks on an AD to download a checklist for how to improve his website, then “the next logical step”, is that he may be looking for more help or tips on fixing his website. Thus, it’s safe to assume that once someone downloads a lead magnet, they’re likely to be interested on watching a webinar, or attending a demo. So the general formula from moving users from stage to stage of the customer journey is to think of this concept: “Since you did X...then we think that you’ll want Y”.... It’s that simple.

 


Conversational Selling through Facebook Messegner

22. The rise of the bots: Use a chatbot to generate leads

Chat bots are here to stay, so it’s time for marketers to explore the best ways to use them. Molly from DigitalMarketer showed us how their company has used a chat bot to generate over 300 Facebook messenger conversations with less than $800.

By combining the use of a Facebook Ad campaign optimized to generate conversations, and using the new chatbot tool called ManyChat, the company was able to spark hundreds of new conversations. This lead to amazing brand awareness of the Traffic & Conversion event with a super low cost of 13 cents per lead. Lesson: It’s time to explore chatbots and Facebook Messenger marketing. Through marketing automation, a business can automate the lead generation process and connect with hundreds of potential customers.


E-commerce to skyrocket your sales.

23. Smart business owners should focus on improving conversions to increase profits

Most marketers know how to create awareness campaigns, yet fail to optimize their website to improve conversion rates that lead to higher profits. Thus, the CEO of OptinMonster provided a framework for skyrocketing online e-commerce sales.

Using a sales funnel bottom-up approach:

  1. Start by optimizing your checkout page (the last step of the funnel) first. This includes reducing involuntary churn (losing customers), removing all unnecessary links and buttons from the checkout page.

  2. Then focus on reducing shopping cart abandonment.

  3. Use exit-intent popups to bring people back to your site (on site retargeting).

  4. Offer free shipping to ensure customer’s aren’t pushed away due to shipping costs.

  5. Use urgency and scarcity to increase people’s desire to purchase faster.

  6. Use trust factors such as social proof, reviews, and testimonials. Automate the process and offer $10 Amazon gift cards as a prize.

  7. Use case studies.

  8. Show integrations and partners.

  9. Use trust seals, such as SSL certificates, money-back guarantee, etc.

  10. Personalized a landing page or offer as much as possible.

  11. Do on-site follow-up campaigns (pop-ups) to upsell and cross sell additional items.

  12. Take advantage of affiliates and referral partners.

 


How to build the perfect product page.

24. Design your product pages by anticipating customers questions

Justin Rondeau, Director of Optimization at Digital Marketer shared the 6 key questions every product page should try to answer in order to be successful, as well as the 3 key factors for designing a page. 

3 important factors when creating product pages.

  • Anticipate what questions people might ask themselves…

  • Use page elements to anticipate those questions.

  • Prioritize answers by designing a great page layout

Every product page should answer the following 6 questions:

  1. How does it look like?

  2. How does it work?

  3. How big or small is it?

  4. Can it be delivered and how much?

  5. Am I able to return it?

  6. How can I trust the brand?

 

Some of the page elements that help anticipate those questions include:

Copy/Text, images, ratings, reviews, CTAs (call-to-action buttons), price, live chat, modifications (color, size, etc), stock status, videos, bundles, cross sells, testimonials, badges and dynamic content.

 


Tools & Automation

25. Technology is changing super quickly, and marketers should use it to gain a competitive advantage.

Below is a list of various tools that DigitalMarketer uses and recommends:

Content Marketing Tools:

Content marketing tools


Social Media Marketing Tools:

Social media marketing tools

Competitive Intelligence Tools:

Competitive Intelligence tools

Want to Learn More? Checkout DigitalMarketer's own summary of the Traffic & Conversion Summit 2017


Finally, here are some photos of the conference :-)

Meeting and joking around with Ryan Deiss at the Elevator.

Meeting Ryan Deiss in the Elevator


Me with Frank Cowell from Elevator Agency

Frank Cowell from Elevator Agency and Jaime NAcach from Bloominari

 

marketing lead generation

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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