DMM: Digital Marketing Management (Study Notes)

Trello
Trello describes its product as 'a collaboration tool that organizes your projects into boards. In one glance, Trello tells you what's being worked on, who's working on what, and where something is in a process.'

'Unlike project management applications like Microsoft Project that target traditional project managers, Trello can be used across the organization by anyone that needs to manage projects but does not need or want a specialized - and complex - project management tool,' said Castañon-Martinez.

Trello draws on the principles of Kanban, a method of visualizing workflows to provide an overview of a project from start to finish. This is done using Trello's boards, lists and cards.A board will typically focus on a specific project such as launching a new website, or more process-based tasks such as on-boarding an employee. Each board contains lists which may, for example, indicate the progress of a project. Lastly, cards within the lists hold information on a specific task, and can be moved from list to list when completed.

ready.mobi
A free tool for developers, designers and marketers to test website performance on mobile devices.

ColorZilla
for Google Chrome is an extension that assists web developers and graphic designers with color related tasks - both basic and advanced.

With ColorZilla you can get a color reading from any point in your browser, quickly adjust this color and paste it into another program. You can analyze the page and inspect a palette of its colors. You can create advanced multi-stop CSS gradients.

Canva
Canva is a graphic design platform that allows users to create social media graphics, presentations, posters and other visual content. It is available on web and mobile, and integrates millions of images, fonts, templates and illustrations

Scope Leads
Finds, develops, tracks, and connects you with leads and prospects.

Scope only finds leads that want your service. Only want leads that need seo? Just hit seo lacking and you will only get leads who need a better rank.

Hoot suite
Hootsuite is one of many tools referred to as a 'Social Media Management System' or tool. It helps you keep track and manage your many social network channels. It can enable you to monitor what people are saying about your brand and help you respond instantly. You can view streams from multiple networks such as Facebook, Twitter and Google+ and post updates or reply directly. With so many networks for businesses to manage, it's no doubt Social Media Management tools have become so popular and relied upon by many companies today.

If you manage the updates for your business' social networks, it's highly likely that you will have heard of Hootsuite. In a survey from monitoring tool Pingdom, Hootsuite came up as the top Social Media Management System, with over 20% of companies using it to manage their social media empires. TweetDeck was second and SocialEngage third. To see more details, see the original Pingdom post on the survey.

Lucky orange
Lucky Orange is an incredible tool that lets you quickly see who is on your site and interact with them in many ways. With Lucky Orange, you can chat with visitors on your site, actually watch their mouse move around the screen and click in real time, play them back as recording, generate beautiful heat maps of clicks, mouse movements (eye tracking), and scroll depth, create quick insightful polls, and more.

Spy fu
You can go to SpyFu and type in any website and see every keyword that they've ever bought on Google. You can see all their organic keywords and how those have changed over the last 10 years. You can pinpoint any sort of Google algorithm change and how that effected a website. You can also see how a company started their AdWords campaign and how they changed their ad copy and changed their keyword groups to squeeze out the highest conversion rates.

Ultimately, the goal is to spy on your competitors and figure out their secrets. Often times, we get focused on like, 'Well, this guy is my direct competitor across the street.' Or you're at Search Engine Journal, so you might be looking at Search Engine Land.

Often times, what you really want to look for are people who you admire. You want to look at the ones who are, executing well or growing fast.

From your perspective, a competitor you might not think about would be, like, Wordstream or Moz or Quick Sprout, who, have really great content marketing campaigns. You might look into their content and try to find their best Evergreen content and see if you can improve upon it.

Buffer
Craft the perfect post for each social network, all in one place

Plan and publish your content for Instagram, Facebook, Twitter, Pinterest, and LinkedIn, all from one simple dashboard.

Plan and collaborate on your content
Draft your posts, coordinate with your team, and orchestrate your social media marketing campaigns — everything that goes into crafting remarkable content

Veed
VEED is a simple but powerful online video editor, try our free video maker to add subtitle. music, trim, crop, aff effects, images, filter and so much more!

Gt Metrix
How fast does your website load? See how your site performs, reveal why it's slow and discover optimization opportunities.

Short Url.at
ShortURL.at is a free tool to shorten a URL or reduce a link.Use our URL Shortener to create a shortened link making it easy to remember.

Feather icons
Feather is a collection of simply beautiful open source icons. Each icon is designed on a 24x24 grid with an emphasis on simplicity, consistency and readability.

VPN Vanish
Change your IP to different locations across the world to enable you to see the results you desire from where you desire to see them from geographically without previous user behavior.

SEM Rush
Well, SEMrush is an SEO tool that does your keyword research, tracks the keyword strategy used by your competition, runs an SEO audit of your blog, looks for backlinking opportunities and lots more.

alexa.com
Keyword Research
Competitive Website Analysis
SEO Analysis
Check Backlinks
Target Audience Analysis

Be honest
Don't Lie to yourself, look at the facts and reality. Flourish and prosper in all circumstances. You're gonna get a lot of no's, learn from them. Implement daily thinking time.

Rev Gen employees
Every position you hire must be a revenue-generating income. If you pay a social media person 5K per month, they should be generating 20K. You are paying people based on the results they are going to produce. Don't spend money on people who don't generate money or time. People with more experience and proven results are going to cost more and are worth the additional cost. When you start out pay contractors on cost per-project basis. Never do a salary or hourly. Always do cost per project. That enables people to work more. So that they get paid every time they finish something. Not just for sitting around and handling whatever task you have for them to handle. Spread out the renewal payments of clients and employees over the month. You don't want to lose your liquidity on one hit every month. Spread the cashflow and payments biweekly. Take big client payments spread over the month to have a consistent cash flow. Pay people on a weekly basis when they finish projects or certain goals to keep them running faster and faster. Build a good incentive plan and give a bonus for faster work.

Positioning expertise
The worst agency owners are those who believe they are bigger than they are positioned in reality. Don't be the guy who does random stuff. You can not think that you are an expert and then suddenly everybody thinks that you are an expert. You have to be positioned correctly to become an expert. It's all about positioning. Having or making less time available makes the time that you have available worth more. A true expert is having a lot of people taking their time and has no time. Position yourself always as someone who has no time to give out. And the time you give out is expensive because it helps people to get results.

Tasks:
- Create an e-mail footer
- Get certified from Facebook, Google, Analytics, ManyChat etc.
- Add these to your email footers.
- Get PR
- inc.com/verfied for 50 bucks

Getting social proof
As soon as they tell you that you're doing something right or that they are happy about something. Immediately ask them: «Hey can you do me a favor, can you pull out your phone and do a selfie video for me where you say that? I would really appreciate it! We NEED some more clients for my agency and getting you results like that is exactly what we NEED to be documented and it inspires my team.»

Using PR
You want to use PR to expand your category/niche and then reap the attention that you get from the growing category. Press Releases bring attention to a category and then you advertise them to get clients. Talk about how you solve problems in this category/niche in a non-selfish way.
Always talk for and about the category that your ideal client is in!

Different ways to offer service
There are different ways to offer services:
* You specialist in one service and offer it to a specific industry
* You specialist in one service and offer it to a lot of industries.
* You take a batch of services and do it for everybody.
* You take a batch of services and do it for a specific industry.

Thinking about profit
The concept is simple: Whatever the profit is that you want to make, is the amount of money you take out first. So if you want to make 5K profit per deal, take out the 5K out first, the rest is for expenses. 10K - 5K = 5K for taxes payroll, expenses, rent etc.

Tasks:
- Open the following accounts in the same bank: Operations, Savings
- Open the following accounts in a different bank: Taxes(no debit or credit card attached)
- Open the following accounts in your personal bank: Emergency Fund, Savings, Wealth Building, Education

[Use the 'automated jar system' to divide your income automatically into different accounts.

Price based on value
Always price based on value!
??Principles:
- Use Fiverr etc. fulfill and sell the service for a much higher price
- Leverage your status by including „Public Speaking for a high ticket' even if you don't speak.
? Tasks:
- Use the templates & documents from the course!
- Create documents for your business
- Create a presentation deck for video calls

SOW
Always do a 'SOW - Strategy/Statement of Work» instead of a proposal.
It's basically a Terms & Condition/ Contract + Proposal
In the Proposal part you want to have:
1. Pupose
2. Scope of Work
3. Location of Work
4. Period of Performance
5. Deliverables Schedule
6. Period of Performance
7. Applicable Standard
8. Acceptance Criteria
9. Special Requirement
10. Type of Agreement/Payment Schedule
11. Miscellaneous
12. Payment info for 15'000

Contracting to expand
In business, you have to sometimes contract to expand. Niche your brand, don't attach your brand name to everything. But if you choose the wrong audience or wrong niche it can break your business. Always focus and spread your name around this focus! Don't do everything for everyone! Productize and standardize your business. When Jeremy got more staff and more clients he started to sell everything, also things that were not aligned to his main service/focus.

So he turned into an advertising agency which also turned into an agency selling funnels, email marketing, creating info products, etc. Although he served one industry it was not enough to fulfill his financial needs. Because he was delivering so many different services that were not efficient.

Different kinds of deals
There are different kinds of deals one can do:
* Consulting: Mostly Fixed Amount
* Revshare: No monthly or fixed cost, basically you charge nothing, only when you bring results you get money. It's no different from affiliate marketing, so don't do it.
* Monthly + Revshare:

Copy tips
Copywriting is taking all of your experiences,knowledge,creativity and using it to sell a product.

Try to sell a concept. What if Apple just marketed air pods as just standard headphones without the wire? They market their products as like an evolution to an existing product.

Your style and length of copy should reflect how complex the product and industry is.

Try to keep copy personal

Think of copy as if you are selling someone something face to face. Take into account any questions one may have about your product and reflect that in your copy.

Try to position your product as a cure, not a preventative. Americans are very reactionary relative to other countries. You have to frame your product as 'you need this now', rather than 'you need this for the future'.

5 headline rules
Try to get Self Interest into every headline you write.Self-interest refers to actions that elicit personal benefit. Have to incorporate the mass desire into the headlines. WHAT DO THEY WANT.

If you have a new product, or a new use for an old product, be sure to promote 'new' into the headline in a big way.

Avoid headlines that merely provoke curiosity. Curiosity combined with 'new' is good or self interest is good, but not in and of itself. The purpose of a headline is to sell consumer right then and there.

Avoid headlines that paint a gloomy or negative side, try to leverage upside.

Suggest in a headline that there is a quick and easy way to get what they want. Avoid scammy shit like 'this will get you rich' or 'this will cure your disease'

Purpose of body copy
The Purpose of Body Copy is to alter the prospects vision of reality, to create a new world. A world in which your product emerges as the fulffilment of the dominant desire that caused the person to respond to your headline.

Intensification
Intensification= Enlargement of focus on a specific set of features, benefits, part of story.

Present the product and the satisfaction it gives bluntly, with a complete description of its appearance or results.

Show exactly how the product delivers benefits

Describe what will happen to him the first day he owns the product

Show him how to test your claims

Show the long term utility of a product

Each new member brings a fresh perspective (Testimonials)

Compare to the competition

Accentuate the viewers problem, then highlight products solution

Show how easy it is to get benefits

Use metaphors, analogy

Summarize

Put your Guarantee to work

Identification
It is the desire of your prospect to define himself to the world around him. Every new role that he covets gives you one more mass desire to harness for your product. People identify with a certain set of values and traits within the context of the world around them, lean on that when writing copy.

There are 2 roles, find out which roles the prospect identifies with, and think about how these roles reinforce who they are.
Character roles (progressive, chic, well read)
Achievement/status roles (executive, home owner, good mother)

Every social role that we achieve in life is immediately translated into those possessions which we believe express that position most clearly

Gradualization
This is the process of starting with the facts that your prospect is willing to accept, and leading him logically and comfortably through a gradual succession of more and more remote facts- each of which he has been prepared to accept.

Need to create a stream of acceptances (this ad is talking about me)

Start ad with a statement that will be immediately and entirely accepted, and then build a chain of subsequent acceptances upon this first statement.

How to build gradualization
Ask a question to get the readers to self-select as a member of your audience.

Detailed identification- detail symptoms or problems that are your prospects reasons for desiring your product.

Contradiction of present (false) beliefs (I know you think this is true, but im gonna show you how its false.

Use the language of logic: This has been proven by thousands... Sound impossible? Not at all. Its actually as simple as.. Heres why.. And most important, is the fact that..

Redefintion
The purpose of redefinition is to redefine the drawbacks or a product, so the perceived drawbacks don't kill a sale.

3 general categories of drawback

Product is too complicated
Remedy this by simplifying the product
In the ad copy, first talk about the prospects world, then describe a far more promising world. Finally, join the 2 worlds with your product,
After the redefinition is accomplished, proceed to state how much money the prospect can savem and where he can buy the product.

Product is not important enough
Need to escalate the importance of the product: broaden the horizon of benefits of the product, redefine the role that the product plays in the prospects life, widen the area of reward that your product yields to the prospect- showing him that it enters into dozens of vital situations every day, paying off for him when he might least expect it.

Product costs too much
Problem is that the product is being compared with other products in the same field. The solution is to switch the comparison by relating the product to some other, more expensive standard- make the product cheap.

Mechanization
How to verbally prove that your product does what you claim.

Amount of mechanism copy that is necessary depends on the state of awareness of the target audience.

Stages of Awareness and mechanization
Stage One= Name the mechanism
Use when mechanism is already widely known

Stage 2= Desribe the mechanism
Use when the mechanism is not well known, or unknown
Build a strong, quick promise-- and then follow up with the reason why you can deliver that promise
First Rule of mechanism= never turn the copy about mechanism into scientific discourse. You must load it with promise, load it with emotion.

Stage 3= Feature the mechanism
Use when your market is highly sophisticated, when your promises sound alike, and when price competition is suicidal.
Mechanism can be inside your ad, to prove your claim, or on top of your ad, elevated by the state of your market to becoming the main claim.

Concentration
How to destroy alternate ways for your prospect to satisfy his desire

Concentration is the careful, logical, documented process of providing ineffectual other ways of satisfying your prospects desire.

By pointing out the weaknesses in the competition, emphasizing their disservice to your prospect, and then proving to him that your product gives him what he wants without them.

If you can only attack another product-without showing at the same time, by comparison, how your product provides what the other lacks-- then dont say shit

Tactics to accomplish concentration
Contrast the performance of features. Off repeated, direct, one for one contrast, exploring the performance factors of vital interests to the prospect. Show how your product is superior tangibly.

Contrast how the prospect will be before and after use of the product, ideally by describing a common experience (so for a weight loss product, describe the problems that a woman goes through in trying to lose weight with other inferior products)

camoflauge
how to borrow conviction for your copy.

Purpose of camouflage is to borrow believability from all the places in society where its stored up.

Tactics for borrowing believability (camoflauge)
Adopt the format of the publication that an ad is being displayed in (WSJ format)

Adopt phraseology. In newspapers, there is usually an issue date, a city of origin, and maybe a by line. Each of these news indicators may be picked up by a copywriter to add believability to his opening. Think Phrases that are used in the industry you are playing with.

Study the format of communication that people believe in. Adopt their tone, feel, style, their sincerity. Make your ads blend in, so there is no jarring transition.

Mood adaptation (camoflauge)
The first mood adaptation is understatement, eg simplicity, a lack of color or words, no superlatives, short sentences.

The second mood adaptation is deadly sincerity, where the copywriter leans over backward to point out the flaws in an offer, so when the benefits are subsequently described, they'll be believed much more deeply.

How to Achieve Believability
Proof
Statistics
Testimonials
Quotes from authority figures
Tests
Trends (social proof)
Seals of approval/authority
Awards won

transitional elements in body copy
Change in font/color

Breaks like pictures or charts

Bold/underline/italics

Direct response vs brand
Direct Response advertising asks the customer to respond and allows you to track that response. Brand advertising is ads that gets the name of your business, products, or services out there, but you have no idea whether it is paying for itself. Brand Building won't work for 99% of businesses. Direct response makes an offer, gives a deadline, allows you to track that response.

Recipe for a sales letter
Page 1: Tell your story, the reason why youre doing this, and why buyers should buy.

Page 2: The details, what's for sale, who you are, how much you'll save.

Page 3: Offer free gift premium. A deadline. Write directly at them. Hint at coupons coming up on the last page.

Page 4: A personal message reminding them how great you are, that they are your preferred customers, and not everyone is getting this offer, but they will later and then all the best stuff will be gone so they better act now.

Page 5: Use P.S, P.P.S

5 ways of getting client
1. Create a Local Business Alliance. Create a networking group consisting of 3-5 other people who also sell to the local businesses (or niche) that you target. For example, if you sell social media marketing management to restaurants, partner up with the person who handles their payroll, their payment processing, their P.O.S. systems, their insurance, their wine salesperson, etc. Offer 10% commission to anyone who refers a new customer with you - and pay them residually 10% on every monthly payment because they will help retain your customer as well.

2. LinkedIn Direct Outreach. Connect with business owners on LinkedIn by being valuable first. How can you help them for free, or who can you refer to them that could help them (someone in your alliance). Build the relationship, share an article or a post or a blog that you wrote with them. Add value and they will see you as someone who they can trust and work with, not just someone using their connection as a gateway to solicit them.

3. Google My Business Listing Unclaimed. Well, any business that has not claimed their listing on Google is missing out on a huge amount of customers and so can be easy sales. We can find businesses who have not yet claimed their listings by entering the following structured search term into Google: Search Google For: site:plus.google.com 'Is this your business?'
site:plus.google.com 'manage this page' Or, combine them: site:plus.google.com 'Is this your business?' 'manage this page' You can also add a specific location to the search at the end of the term, and even a niche, for example: site:plus.google.com 'manage this page' Chicago Bankruptcy Attorney

4. Yelp.com This strategy is particularly useful if you sell to restaurants, salons and other businesses people tend to search for using Yelp.com. Here's the Yelp search strategy to find qualified prospects: Go to Google.com and do a search exactly like this (substitute location or business type): site:yelp.com 'watch video' + restaurant + dallas tx
Why? Because this will pull up Yelp listings in Google of businesses that feature of Video on their Yelp listing/profile. Why is this important? Because having a video on your profile costs money, and often costs at a minimum $375/mo. to have an updated Yelp listing (on up to $1500+/mo. depending on the type of advertising package they've purchased from Yelp). What does this tell you about them? They are a qualified prospect because they are already paying for local marketing and advertising.

5. Conduct Mini-Audits. This is the 'deliver value first mind-set. Business owners appreciate you taking the time to candidly show them what is and isn't working in their social media campaigns. Take the time to research a businesses local website and their social media pages and send them an outline of what they could be doing different. Telling them what isn't the same as telling them how. They will come to you for the how. They will appreciate the value of telling them what because they are probably looking for good reasons to fire their existing social media firm or person.

A Facebook offer
Here are the steps to follow so you can achieve the same results:

Step 1: Create a MEGA Giveaway. ? This is the most important step. Brainstorm, write down 25 ideas and then poll some of your customers and ask them what would they find really valuable. The offer should be something your audience finds tremendously valuable - so valuable they'd instantly give you their email AND 'tell' (by tagging and sharing with) all their friends on FB about it. In the training, referencing a restaurant, they perceive several types of 'giveaways' as valuable - particularly when it comes to winning free food. Giveaway's such as a $50-100 gift card to the restaurant, Free Brunch for a Year, Free Burgers for a Year, 'Win a Patio Party for 20 Friends, + Gift Card', etc. - are all relevant to the restaurant's audience. Everyone's willing to give up their email address to gain an entry in to win. And they love telling others about it which gives you organic, viral spread of your promotion, your page, and your business. It doesn't matter what type of local business you are helping, you can give away the following: o Organic Dog Food Store: Free dog food for a year o Salon - Free spa day, free haircuts for a year o Travel agency: Giveaway a free 3 Day vacation o Fitness Club: 1 Year Free Membership ? Consultants, for example, might give away a really valuable short video or video course - something more than just an ebook or a 'cheat sheet' or free template. Those will get you a few new emails added to your list. Something massively valuable will build your list so fast your head will spin.

Step 2: Design your Facebook Post in Canva.com - it's free and it sizes your posts for you. ? Check your image to make sure it meets the 'text vs. image' standards with Facebook's image overlay tool to see if you will get the green light to run your ad with maximum reach. Put your offer in the picture.

Step 3: Sign up for Woobox.com ($30/mo) - a Facebook approved application platform to set up a 'sweepstakes' for Facebook. You can do so much with Woobox to build your list, to promote your business - all on Facebook. Get to know it, it's Facebook-friendly. © 2016 Joe Soto, Revenue Inbound | RevenueInbound.com

Step 4: Click on the 'Create an Offer' button in Woobox and choose the Sweepstakes option and go through the wizard template - REALLY SIMPLE and FAST.

Step 5: Come up with the text copy that will go on top of the image in the Facebook post. People will do what you tell them to do if the offer is compelling enough. Here are some examples from two real promotions

Step 6: Complete the post with image and text, so it's now 'live.'

Step 7: Boost it in Ad Manager.

following up
A soon as you send one of the perfect cold video pitches. You will have to follow up.
Your chances will nearly zero if you are just hoping for one call closes!

Maybe out out 100 cold video pitches you send out, only 1 or 2 will be like ok let's do this.
But if you want to close 20 people per 100 videos that you send, then you have to follow up!

You NEED to follow up 10-18 times to close!
But nowadays in 2019 it's way harder to communicate with people.

You sometimes NEED to use people around the decision-maker to be able to close them.
Instead of scrolling through social media, use it to follow up with people!

Do:
Send some 15 second valuable videos.
Send screen recordings
Send them some article saying: « Saw this article, thought of you»
Send them only things that can bring them more revenue or more leads
When asking for a phone call, talk clearly about the agenda and the why.
Say empathically something like: I would like to earn every second of our conversation, you can hang up every time. Just give me 2 minutes to explain this process, whether we work together or not, it will make you more money and more leads.

Don't:
When can you talk on the phone?
Did you see the video?
Can I have 5 minutes of your time!
I am wondering when we can talk

client principles
??Principles:
* Set the right expectations.
* Only take on clients who already have assets like, websites, photos, videos etc.
* Always think about the longterm

OTO page
Would you like fries with that?' is a simple example of McDonald's, having gotten your main ('Front End') order and offering you a related offer to go along with it. This is known as an OTO which stands for 'One Time Offer'. This is also known as an 'Upsell'.

Front end sales
Front end is sales made from all of your lead generation efforts. These are the first sales you make to each customer. Back end are the subsequent sales you make to each customer as they progress through your value ladder. ... Typically your front end breaks even after all your marketing spend and costs of sale.

Squeeze page
A squeeze page is a type of landing page marketers use to collect just email addresses from visitors. You persuade or 'squeeze' visitors to provide this info by presenting a special offer, gating valuable content, or restricting access in some way.

Optin page
An optin page allow visitors of a page to opt in for or sign up for updates, news, offers, etc from a website that may eventually lead them to partake in a transactional relation. However, visitors may also opt out once they've signed up and this is the kind of thing you'll want to prevent.

Open rates
Open Rate is an email marketing metrics that measures the percentage rate at which emails are opened. Though it is a general indicator of subject line effectiveness, it can be a misleading metric for online marketers.

Click through rate
Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

 

Also read part 2 of this guide: Digital Marketing Management (Study Notes) 2