Auckland, New Zealand
MRKTRS x STM WKLY #98
CAT HOWELL SPENDS $10K ON FB TESTING: PIXEL VISITS VS 75% VIDEO VIEWS VS LEADS
Cat Howell spent $10k just last month testing 3 objectives and the results that came out were surprising, to say the least.
“Which do you think will outperform the rest”, Cat asks in her FB post:
⚠️ A pixel fire (ie: someone visits website)
? A video view (watched 75%)
✉️ An email opt in (from a lead ad)
She only targeted top of funnel and middle of funnel with her camps.
TOF: the cold audience gets to either visit the site, watch a video or opt-in
MOF: Retarget with their regular webinar funnel optimised for people who have actually watched the training
– A conversion campaign optimised for LP views
– Video views optimised for ThruPlays (as per FB, if you don’t know this is what ThruPlay means: “We’ll deliver your ads to help you get the most completed video plays if the video is 15 seconds or shorter. For longer videos, this will optimize for people most likely to play at least 15 seconds.”)
– Leads with a 50/50 split between using higher intent context cards (users get a chance to review their info before submitting) vs not using it
The results? Disappointing and surprising, as Cat put it.
Video views and opt-ins were a complete disaster with 0 leads or sales.
But the pixel fire and page engagement audiences netted healthy costs per lead.
Plus they were thrown in last minute.
DO YOU EVEN KNOW WHO YOU’RE SELLING TO?
Having the best product in the world won’t sell if you you’re not showing it to the right customer.
Most businesses know exactly what they’re selling but they have no idea who they’re selling to.
WHO’s your ideal customer?
WHERE do they hangout online?
WHAT are their challenges?
This is what DigitalMarketer’s trying to show you how to do in their recent article.
Knowing your customer avatar (a.k.a. buyer persona) is crucial for each aspect of digital marketing – it doesn’t matter if you’re doing content marketing, paid traffic, copywriting or email marketing.
Or anything in between.
If you have a mailing list of 50+ female, lifetime cat owners and you send them a list of “The 10 Biggest Mistakes For First Time Kitten Owners” – this isn’t going to work very well, is it?
You have to know your customer.
DigitalMarketer shows us an avatar example with “Agency Eric”.
One of their products are their certification classes which include exams, certificates and badges and they defined 4 distinct buyer personas:
– The Marketing Freelancer
– The Marketing Agency Owner
– The Employee
– The Business Owner
Here’s an example of the “Marketing Agency Owner” avatar:
Every customer avatar should include these 5 major components:
- Goals and Values
- Sources of Information
- Demographic Information
- Challenges and Pain Points
- Objections and Roles
Sometimes you’ll have to start surveys to truly understand your customers and other times you should make assumptions.
Bottom line? Never wait and always move forward. Even if you have to build an avatar purely with assumptions you can always validate it later with surveys.
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FB – Facebook may begin hiding likes on their newsfeed, already being tested on IG in 7 countries. Users don’t want to feel “less-than” when their posts don’t measure up — Read more
BIZ – Here’s a Forbes networking blueprint for building a business. It’s who you know, not what you know. — Read more
CHANGE – Creativity is the new productivity. With machines taking jobs and mundane tasks, Scott Belsky says we’re seeing a global shift towards creativity. — Read more
LEAKED – There’s a massive, ugly bezel on the leaked Google Pixel 4 XL, presumably for some fancy “Motion Sense” radar sensors. It better be worth it. — Read more
TIPS – Keep your devs happy at all times with these 7 tips. Positive atmosphere, ideas, vision, opportunities, flexibility, visualization and good leadership. Go see them in detail — Read more
SHOWERTHOUGHTS – “You know a teacher is good when students from past years come back to visit.” / u/willyandbum
WANT TO MAKE $100K A YEAR? ALL YOU NEED IS 1000 TRUE FANS! 🙂
Everyone has their goals in business, but in the end, we all want to make money. From some reason, most newbie affiliates are aiming for 3 particular profit points: $300 per day, $10.000 per month or 100.000 US dollars per year. Not sure what’s so special about these numbers, but we keep hearing it over and over 🙂
$100k a year is a solid amount of money, less than 10% of americans make that much. And on the global scale, it’s even more rare, less than 1% of all people on earth make more than $100k a year. So yeah, there is something special about this sum in the end.
Ok, but what should you do in order to reach these figures?
While looking for some read-worthy articles for this newsletter, we’ve ran across an interesting concept by Kevin Kelly.
- It’s called the “1000 True Fans”.
The author works with the premise, that all you need in order to cash in $100k a year, is a rather small audience of 1000 dedicated TRUE FANS of the content you produce (or whatever it is that you offer).
In the world of Instagram and Facebook, where everyone brags about their followers or fans being often in the millions… an audience of 1000 sounds like a joke, right?
But wait, there’s more to this. After all, there are fans and then there are TRUE FANS 🙂 So what is exactly is a true fan? Kevin explains:
- A true fan is defined as a fan that will buy anything you produce. These diehard fans will drive 200 miles to see you sing; they will buy the hardback and paperback and audible versions of your book; they will purchase your next figurine sight unseen; they will pay for the “best-of” DVD version of your free youtube channel; they will come to your chef’s table once a month. If you have roughly a thousand of true fans like this (also known as super fans), you can make a living — if you are content to make a living but not a fortune.
The math is pretty simple here, all you need is to make $100 a year per fan. You can either try to sell a more expensive product that gives you $100 profit per order, which could be hard as you’d have to work with high ticket items.
A better path would be to look at recurring products, where you bill customers month after month. $100/12=$8.33 … so a monthly fee of $8.50 is all you need to reach the 100k goal 🙂 If you can manage to get 1000 true fans, of course. Or double the monthly fee to still pretty low $17 and 500 fans will be enough.
The hard part here would be to find the right niche/vertical to focus on. One seems to stand out a bit and it’s the perfect match for monthly billing. And it’s still growing a LOT. What is it? e-Learning or Online Education.
- e-Learning is already almost a $200 billion market and it’s expected to grow to $400 billion by 2026.
Do you think you have a special skill or simply know some area of expertise inside out? Why not write a course about it and start collecting your 1000 true fans? More thought on the subject in the 2 articles linked below:
FEATURED STM THREAD: AMY’S SWEEPS TUTORIAL IS LIVE!!!
Remember the sweeps tutorial by vortex (Amy) that we announced in last week’s newsletter? It’s live now, all 8 parts of it! The 8th piece was published on wednesday so it’s literally “out-of-oven” fresh stuff 🙂
Wondering what sweeps are? Where to get such offers? What ADs and LPs to use to push sweeps? Want to read some clean and more dirty tricks? It’s all in the guide.
In case you’re gonna miss this one, you’re crazy 🙂
Stay tuned for the next edition of MRKTRS WKLY.
Want to offer some feedback or submit content? Email us at [email protected]