Dear Business Builder

Glad you’re here.

If you’re interested to grow your business, you’re in the right place.

In this short ebook, you’ll learn how to Dominate any market, niche or industry whether you own a business or work for that business.

Now, let’s get this straight.

It’s not always easy or straight forward.

Point is, this should be your goal from the outset.

To Own Your market.

To Dominate It.

To beat your competitors.

To be the only brand your prospects think of when looking for a product or service you sell.

Now there are a million ways to skin the cat, but i’ll share some quick and dirty methods to get you give you a headstart.

So the easiest way to dominate and own a market is to create it.

Yes you read that right.

Create your own market and own it.

This can mean a lot of things, so let me explain

There so many big niches out there that you can easily create your own sub-niche and own it.

Let’s say your company provides Digital Marketing services.

You could specialize in Digital Marketing for banks and own that market.

Instead of going broad and trying to compete with a lot of people, you’d narrow down your market and try to dominate it.

It’s easier to customize your message, easier to deliver the services and easier to dominate.

But of course, sometimes you already have an established business and you can’t change the niche that you’re working in.

Or the size of your market as a whole is too small, then you can’t really take that approach.

You’ll have to deal with existing competitors but here’s the scoop.

In any market, the one who can buy the most customers will always win whether it is an online of offline business.

Let that sink in for a moment.

We are talking about buying customers.

In a very simplistic way of putting things, we’re all in the business of buying customers in exchange of value.

Whenever we’re talking about customer acquisition online, the main metrics we need to focus on are Customer Lifetime Value & Customer Acquisition Costs.

If you’re wondering what a CLV = Customer Lifetime Value is, here’s a definition

In marketing, customer lifetime value, lifetime customer value, or life-time value is a prediction of the net profit attributed to the entire future relationship with a customer.

Now let’s say you are responsible to grow Dental Practice.

You’d want to know things like how long a customer will stay with you, how much would they spend on average per visit and how many times they would visit per year.

Let’s say a patient is worth at least usd 5000 to a dental practice and it generally costs usd 500 to get a customer, that will give you a rough idea of how much you should budget for your advertising campaigns.

You could potentially say that you’d need to spend at least usd 5000 per month to get 10 customers which would potentially bring usd 50 000 over time which would be a health 10x ROI.

Based on those numbers you can determine how many customers you’re ready to onboard per month and how much advertising budget you’d require to achieve that number.

This comes back to the concept of buying customers that we discussed about earlier.

When you can predict the number of customers coming in your business every month like that based on your marketing campaigns that you run, this is what we call market domination.

Now in our context, we’re talking abou how to use online channels to generate customers and dominate our market.

Look how we’ve worked the numbers backwards and there is a very good reason for that.

There is no point running any Digital Marketing campaigns without set objectives and if we have proper numbers, we can plan our market domination and Digital Domination.

Digital Domination… How Do We Do That You’d Ask…

It’s pretty simple.

Be Omnipresent.

To be omnipresent, you need to be seen on all media channels your customers use

Some call it omni-channel advertising.

In practice, this could mean that your ads would appear on Google Search, Google Display, Youtube, Facebook, Quora, LinkedIn etc

Let’s illustrate how that works in reality.

Let’s say you run an insurance company and you want to push home insurance products.

Now before anything else, you need to make sure you have an irresistible offer.

In another words, an offer your customers cannot refuse.

Next thing you need to do is define your ideal customer avatar.

Defining your avatar is a very important exercise and we won’t go into too much detail here today. In essence you need to know everything about your customer.

Their hopes, dreams, desires, challenges, uncertainties and fears.

As you define that Avatar, you’ll also know where they prospects hang out

It’s pretty safe to say that the audience for this particular offer will generally hangout on Facebook, Google, Youtube, Instagram & Linked.

Now as mentioned before, you’d need to know your Customer Lifetime Value and your Cost Per Acquisition ( CPA )

If you don’t have them, you’d need to go with conservative assumptions.

Let’s assume your CLV is usd 10,000 and your CPA is usd 1000 and that you have a budget of usd 100 000 / month for advertising

Here’s how I would split my budget

We now need a strategy to spend it.

Starting with easiest, Google Search.

Advertising on Google Search is a no brainer. All you need to is bid on buyer keywords.

Here are some obvious keywords that come to mind for our campaign

home insurance

homeowners insurance

home insurance quotes

best home insurance

Home insurance plans

home insurance reviews

These keywords will obviously vary based on the country you’re in so you need to do some keyword research first but you get the idea

You can use tools like Google Keyword planner which is free or paid tools like SemRush.com to get keyword search volumes, costs and variations etc.

We are not going to get too deep on paid advertising in this post, you’ll find plenty of those on Youtube.

Let’s Stick To High Level Strategy, Alright?

In short here’s how it works:

1.Someone goes and types “ Home Insurance Quote” on Google

2. Your Ads show up and they click on it.

3. They land on your landing page

4. They fill up all the details on the landing page and request a quote

5. Everyone who successfully request for a quote land on a thank you page

6. We retarget everyone who landed on the landing page and didn’t request a quote with “reminder” type of Ad on Google Display Network and Youtube

7. We retarget everyone who a requested for a quote with a “reinforcement” type of Ad to make sure they see Ads so that they actually buy your plans.

8. We retarget everyone on Facebook and GDN + Youtube ( Google Display Networks ) with both “reminder” and “reinforcement” ads.

Obviously, you need to get the budgeting side of things for the different platforms split according to the initial planning.

See how we’re being present on Google Search and then cascading that on the other platforms?

Here’s how this works…

Prospects run a search for the keywords we’re bidding on and if they click on our ad, they start seeing your ads on Facebook, Instagram, Youtube and Google Display Networks & LinkedIn.

From a technical perspective, they get pixeled and we use that pixel to remarket to everyone who has interacted with our ads.

That omnipresence increases brand awareness, gets customers to know you, like you and trust you more which ultimately increases conversions.

NB: You’ll need to add your Google Ads pixels, Google Analytics & Facebook Pixels to be able to track your numbers and re-target properly

As part of the strategy, we would retarget everyone who hits our landing page and does not request for a quote.

You’ll also need a well crafted landing page for this campaign

With Google Ads, you can get clients/leads the same day if you do it right. You’re targeting the Hot leads. ( 3% of the market who are ready to buy )

See Diagram below:

Prospects who are actively searching on Google generally have an intent to buy, that is your low hanging fruit and you should definitely tap into that audience.

The downsides with Google Ads is that competition is usually high because it’s obvious and easy, so all players want to get a piece of it.

If you need help setting all that up, you can get a free quote HERE

Let’s Move On To Facebook Advertising Now, Shall We?

Facebook is a little bit more complex than Google Ads and requires a lot more effort to make it work than on Google Search but it’s much more scale-able

Carrying on with our Home Insurance campaign here.

Now before we go any further, you need to understand one very basic and important concept.

You need to understand what is outbound and inbound marketing and where do you use them.

Let’s take an example again.

When you need to find a chiropractor or a plumber, more often than not, you’ll use Google.

Instinctively you’ll click on the links that are at the top of the page or you’ll call the numbers that appear.

Your actions will based on which device you’re in and the urgency of the matter to you.

So in general you’ll find a website or content which is relevant to you and get in touch with the Chiropractor.

The process of putting out content out there in view to be found is called Inbound Marketing.

Inbound leads are the best type of leads because they are warm or hot. They have intent. 

They are aware…. Of their problems and the relevant solution.

They are In-Market leads who are looking for the best solution for them.

But as mentioned before, that is generally less than 3% of your market.

Hence we need an effective way to market to the other 97%.

The 97% consists of the Warm and Cold market

These numbers are approximations that have been used over decades and that you can safely use today.

It has a lot to do with interpretation thought.

Eugene Schwartz tackled this in Breakthrough Advertising back in 1966.

Schwartz broke down prospect awareness into five distinct phases:

1. The Most Aware: Your prospect knows your product, and only needs to know “the deal.”

2. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.

3. Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.

4. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.

5. Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.

If you’re smart, you’ll want to market to the warm audience in general. Acquiring cold customers will always cost you more.

Start with the low hanging fruit.

Tackle the hot and the warm market head-on, you can worry about the cold piece later.

See how I use the term in general quite a lot, because every market is different so you don’t need to take what I say for the word of god. You need to adapt it to your situation.

We took a bit of a detour here, but that’s an important piece we needed to cover.

Back to Facebook Ads.

We have a campaign of usd 50 000 per month

That’s roughly a usd 1600 a day, again this number is just a random pick

This ebook is not about teaching you how to run Facebook Ads, that’s a lesson for another day so we will just assume that you know what you’re doing.

The ultimate goal is to be omnipresent in front of your potential buyer and we are already present on Google Networks through our Search campaign above.

In terms of strategy, here’s what I would test.

I would start with an education campaign using video and text to educate and warm up the audience.

I would then retarget with the main offer using a conversion campaign.

Note that you can create a custom audience of users who’ve watched at least 50% of the educational videos.

Without getting into too much detail, here are the ingredients necessary to dominate Facebook

1. Stand out in the crowd.

Facebook’s newsfeed is always busy with so many different ads and people sharing stuff, your ad should be set to stand out otherwise it will go unnoticed.

Get creative as much as you can. I will give you some tips on how to do that someday.

Sometimes just a color contrast can make a huge difference

2. Use appropriate conversion objectives. E.g If you are driving traffic to a landing page and want to generate leads, use conversion objectives so that Facebook can optimize it for you.

Too often I have seen people run Click campaigns thinking that they are cheaper but in general, that would end up costing you even more.

Look at your end goal.

Sometimes, a combination of campaign objectives can do wonders.

3. Make maximum use of the Facebook Pixel

You’ll be suprised by the power of an optimized pixel.

As far as possible, run Conversion campaigns and set your conversion pixels for different objectives like Add To Cart, Purchases, Lead Signup etc.

4. Make optimum use of retargeting options available

Create custom audiences based on video views, pages visited, engagements etc

5. Build your campaigns around your audience’s fears, hopes, dreams and desires.

The strategy is not that complicated if you look at it but both Google and Facebook are quite complex as platforms, so I would advise you hire someone with experience to run your campaigns.

But the good news is that we can help you execute this Secret strategy from end to end.

If you have a great offer/product/service and you’d like to take over your market, dominate and get clients at will…

Get in touch with us and let’s talk.

5 Reasons Why You Need A Marketing Funnel

Here’s the scoop.

Odds are overwhelmingly high that you already have a Marketing Funnel in your business, but you don’t know it.

Just take a step back for a moment and let’s go back to the basics.

Let’s talk about AIDA.

Attention | Information | Decision | Action

So the basics of marketing tell us to get someone’s attention, feed them with information about our product, get them to take a decision and then make a purchase which can be a desired action.

Some businesses have got billboards with a phone number on it. So they are using billboards to get Attention.

When customers call in, they are given more information about the product being sold and are prompted to take a decision to buy by the inbound sales team.

Many businesses are currently using this exact business model and that is their sales process or sales funnel.

Now according to Wikipedia;

Conversion funnel is a phrase used in e-commerce to describe the journey a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale

In my dictionary, a Marketing funnel is a set of assets that helps you remove all objections and convert a prospect into a buyer.

The role of each step in a funnel is to bring the prospect closer to the sale, in any type of funnel or business.

A step can be an email, a video on Youtube, a landing page, an enquiry form, a blog article or a LinkedIn article for that matter.

In this article, we’ll be talking about online marketing funnels.

To get started, let's take a look at a business selling information products.

In the old’en days of the interwebs, you would put up an eBook for sale on your website and stuff some keywords in there and do some SEO and wait for sales to start rolling in. Those were the golden days and they ain’t coming back.

Now in 2017, you need to have a well engineered marketing funnel to convert prospects into buyers.

In essence, a marketing funnel flows like this

1. Build a list
2. Nurture and build a relationship with that list
3. Sell a product to that list to separate the buyers from the freebie seekers
4. Upsell and cross sell to those buyers
5. Build a tribe of happy customers who will buy more from you and encourage other people to buy from you as well.

There you have it, your information product business marketing funnel flow.

One very important point to remember though is that a funnel is pretty useless if there no traffic being sent to it.

If you want to build a solid information based business, you need to use paid traffic. In other words, you need high quality, reliable and scale-able type of traffic.

You cannot rely on free traffic or organic Social Media traffic anymore.

I would go even further and say that you need multiple sources of traffic to be able to sustain-ably grow an information based business or any online business for that matter.

{{{ If you want to learn how to generate leads on demand, click HERE }}}

The main sources of high quality, reliable and scale-able traffic at the moment are Facebook, Google Adwords and Content Networks like Taboola etc.

Now let's come back to the reasons why you need a marketing funnel

1. To Control Your Buyer's Experience

When buyers or prospects come to your homepage, they look around, scroll, click on different pages and leave your site most of the time. ( at least 95% of people leave without buying after clicking on an Ad ) That’s a fact and I am sure if you look at your analytics, you’ll get confirmation of what I am saying. When you build a marketing funnel, you would generally use landing pages and show them one piece of content or one offer at a time.

One offer might have 3 options, but you need to make it easy for the buyer. The buying decision should be a no brainer for her or she will leave without taking the action you want her to take.

You should put one offer in front of your prospects and tell them this is the best offer money can ever buy.

Then once they’ve bought the first product, you present the next product as an upsell and so on. You’d want to get them to buy the cheapest product you have then move them up your value ladder.

Remember, a confused mind doesn’t do anything, so make it as simple as possible for your customers to buy.

2. To reduce customer acquisition costs

As I mentioned earlier in this article, when you have a funnel, your conversions rates go up as you’re able to control where you send the traffic, what the user sees and what they buy etc.

In other words, you’ll dramatically reduce your customer acquisition cost and you’ll make more profit altogether.

3. To be able to scale your business in a predictable manner

A funnel is like a profit spitting machine. You send traffic from one side and it spits out profits from the other side.

When you’re building a funnel, your first goal is to get a positive ROI. Once you get a baseline and you have your traffic source, funnel and conversion rates dialed in, it’s time to scale.

Put more traffic through the funnel and make more money, it’s that simple.

Don't get me wrong, getting a funnel to convert and give you a positive ROI is no easy job. You need to get the right audience, the right offer, the message, the right traffic, the right flow etc. If you get one single piece of the puzzle wrong, you'll will struggle to make it work.

{ If you want a funnel Done For You, I recommend you check these guys HERE }

4.To be able to make maximum profit out of every prospect

This is where your value ladder comes into place. You probably heard this a lot but the money is in the backend.

Once you have a customer, you can upsell, cross sell and get them to buy as many products as you can offer.

It can be your own offers or affiliate offers.

5. To be able to automate your business.

You can have as many funnels as you want in your business to perform different goals.

A funnel to acquire customers, another one to upsell, another one to cross-sell etc. All that can be automated in such a way that your funnels are constantly working your client up the value ladder without your intervention.

From a technical perspective, you can define your funnel through a bunch of landing pages, follow up emails, order forms, sales pages, confirmation pages and so on.

My favorite funnel application to build funnels is Clickfunnels, you can try it out for free HERE.

Whatever type of business you're in, a funnel can help you grow it.

 Whether you're a real estate agent, an author, a coach or financial advisor, a funnel will always perform better than your traditional website.

You also need to have a normal website in your online ecosystem, but a funnel will put your sales on steroids.

You must have figured this out by now, but we build Marketing and Sales Funnels for a living so feel free to book a strategy session HERE

Rajeev Kistoo

Founder

MyFunnelTeam.com

Ps: Like this article? Share the Love.

How To Advertise On Google, Facebook Or LinkedIn

I come across this mistake quite often so I thought I would share my thoughts on this.

You cannot use the same Ad Copy/Language you’re using on Google Search & Facebook Advertising…

Let me expand on this…

On Google, people are actively looking for information or solutions

When your prospect is at the top of the funnel…

She is looking for information

She is getting familiar with the subject

Let’s say she has back pain issues

She’ll go and type back pain

or

lower back pain

At this moment, her searches are very broad and vague.

Your Ad on Google Adwords could then say

Get Rid Of Back Pain Today - Call Chiropractor On 1 800 230 5000

That could be a local Ad… targeting searches in a specific region

She might or might not be ready to talk to a Chiropractor yet, but she will definitely consider it.

Now if the same person is more “aware “ and has already done some research

she knows exactly what her symptoms are and is in deep pain

she will type chiropractor Houston or Chiropractor { insert town}

Now the Ad could say

Houston Chiropractor - Same Day Consultations

Or something more promotional the point is that the prospect is “actively” looking for a solution

They are in pain you offer a painkiller

YOU GO FOR THE KILL

it’s not more complicated than this…

Some people call that Inbound Marketing

When it’s search based…

Whether you’re doing Adwords or SEO...

But on LinkedIn or Facebook…

It’s a totally different ball game…

People aren't actively looking for a product, service or solution.

They are your potential clients, but not in a state of mind to buy.

They don't have their credit cards out.

They are not in the state of mind like they would be on Amazon.

Think about it...

On the other extreme

Think about the mindset of all your prospects who are on Social Media.

LinkedIn, Facebook, Twitter, Youtube, Intagram etc...

They certainly don't have their credit card at hand

And they are not here looking for information about something in particular

They are not actively searching for anything...

But they might Click on an ad or post that pique their interest.

Now in a very crowded and dynamic Facebook Newsfeed, your ad needs to STAND OUT to get attention.

With so much going on, you need hack your way to get attention.

Once you get someone's attention with a compelling image, you need to get a click.

Now bear in mind

The goal of your ad should be to get a click

Not to see whole your product line

You can use your ad to qualify or disqualify your prospect

So while we're at it, here's a formula I use to write my ads

Get Attention

Ask A Question

Build Rapport/Educate/Sell Benefits

Get A Click

Now once you get a click, you need to get their name and email address so that you can market and sell to them through email.

The chances that you sell your product at the first click are really low unless you're into ecommerce and sell products lower than $50.

Even in the ecommerce niche ( physical goods ), a typical conversion rate is around 2%.

It means that 98% of money spent on traffic is being lost.

This is why adding a funnel in the mix helps