Scale Your Predictable Selling System
And we talk about scaling. Right, so that's really, that's literally what we have now. You have a predictable selling system. That's what we call this. It is a predictable selling system. You know that I can buy ads over here, generate awareness through this, they're gonna come to this awesome piece of content, we're gonna be able follow through retargeting, and people are going to convert at a predictable rate throughout our value journey. Now all we have to do is optimize at each stage, increase and improve throughput, and we can scale. So, how do we scale? Number one is expand awareness campaigns. In other words, just turn up the dial on your traffic. Spend more. That's where you should start, it's the easiest thing in the world. It's where if we're spending two grand a month, let's bump the budget to 10, to 50, to 100. Your goal should be to spend as much money as you possibly can. It should not be to limit your spend. It should be to increase your spend as long as you are maintain...
ing those solid R lies. Increase your spend. Step two, add additional lead magnets. Add additional things at the subscribe stage. So, somebody came to the content, they read it, you're following up, they're just not opting in. That's fine, offer them a different thing to opt in for. Right, you walk up to somebody, hey, how's it going, can I buy you a drink? No, that's okay. Maybe they're not interested, or maybe they're just not thirsty. All right, you wanna go dance? No, that's okay. Again, maybe they're not interested. Maybe they sprained their ankle. Hey, wanna hear a funny joke? Yeah, sure. Great, I'm in, right, I got something. So keep going, give them different opportunities to engage with you through both lead magnets and additional entry point offers. Right, additional things at that convert stage. So, additional opportunities to get subscribers, and once they're a subscriber, additional opportunities to engage from an entry point perspective. A digital marketer, we have dozens of lead magnets. Right, we have a half a dozen or so execution plans that we will front-end. Again, let's get meta, let's talk about CreativeLive. They're producing these classes a couple a week. Right, that's a new opportunity every single week to re-engage through additional entry point offer. Brilliant, that's the reason they're a successful company. I'd like to take credit for teaching them all this stuff, but they somehow managed to figure it out without me. But that's how we go on scale, and then finally, automate. Automate your predictable selling system. How can we incorporate automation? Automation is another area where people wanna start right from the get-go. I wanna have this automated series, gonna move people over here and bounce around this, and bring them in there, we're gonna have this campaign that's gonna do some follow up, and it's gonna trigger an outbound campaign, and the post cards are gonna go over here, and my sales person is gonna call 'em, and we're gonna get all automated in our marketing automation suite. Prove, then automate. Prove, then automate. If you automate ahead of proof, one, you're gonna spend an enormous amount of time automated, potentially, something that sucks. Again, we don't want to amplify sucky. We certainly don't want to automate sucky. All right, make it great, prove it, then you may automate it. The other thing that you'll do if you try to automate early on is you will convince yourself that things are working, even if they're not. When you're triggering these emails automatically, when you're doing the follow-up, when you're keeping it very manual and gritty, that's when you learn. That's when you learn the most, that's when you learn the fastest, okay, so automate after you have proven. So we've mapped our value journey, we've clarified the message, we've crafted the perfect offer, we have a process for attracting and converting that just funnels, ideally, everything that we've been doing, and it's scalable. And it frankly is where advertising is going. If you think that you can just brute-force your way into ad, into the Facebook newsfeed or into Google search pages, those days are gone. They don't want it, and they don't have to take it. 'Cause if they don't get your money, they'll get the next person's money, all right?
Let's face it: Digital marketing is complicated! With new platforms, technologies and "shiny objects” emerging every day, it's hard to know where to put your focus and what marketing efforts you should prioritize.
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