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“Tripwires are an irresistible, super low risk paid offers that provide more customers by getting them to commit once.” So says a large part of the marketing industry. The problem is, I don’t believe it’s true. You may have never heard the term “tripwire” used in marketing, but you may have been caught in one at one time or another. A tripwire attempts to turn leads directly into customers early in the process, and is used primarily on thank you pages, offering a paid product, normally under $47. The methodology is that once someone turns into...
Online advertising is an essential tool for any business. You obviously know that or you wouldn’t be here reading these words. What you may not know is that there are 4 distinct types of ads used in online marketing. It’s important to understand the differences between them so you can use them most effectively. For the purposes of this article, we will focus on Facebook, but these same types can be found on many other platforms. Why four? We can’t just run lead generation ads all the time. While leads are certainly important, there are other goals that you...
I hear the same things every day: “Scott, my Facebook ads aren’t working…” “There must be something wrong with my landing page…” “I’m not getting anyone to turn into leads in my marketing funnel…” There are many reasons why someone’s online marketing funnel may not work. However, the most common (and easiest to fix) is their offer or “lead magnet.” Lead magnets are essentially free pieces of value that we exchange for someone’s information. This allows us to start building a relationship with them. So, why is it that lead magnets are a major problem? When it...
Email marketing is the most misunderstood, under-utilized and “botched” part of online marketing. I remember the first time that I sent a mass-email, it was to ALMOST 90 people. I was expecting a flood of replies. Well, you can guess what happened. (Hint: no one responded). Email marketing is powerful. It allows us to build a relationship with complete strangers in a 1 to many way, yet it allows for that person to have an inside look at our life, business, or brand. So, why do so many entrepreneurs mess up email marketing? The easy answer is that they...
I live in a condo here in Toronto and I go to the gym nearly every day. For whatever reason, I see the same people frequently. While I’m typically there listening to my music, I feel “close” to these people. If I see them in the elevator, I start saying hello and because of this, I’m open to conversation. If one of the regulars asked me for a favour, I’d likely oblige (plus I’m Canadian – we do that sort of thing). The same situation as above happens in marketing and when we go online, we...
Online marketing is growing exponentially, and the number of terms surrounding it are growing just as quickly. If you’re not working full time in the industry, it can seem a bit overwhelming. I’ve created an Online Marketing Terminology Guide for you to use as a reference. Understanding these terms will help you make the most informed decisions, and in turn help you create strategies and make changes to your online marketing that will lead to the best results for you. Feel free to bookmark this page and refer to it when needed. We will add to...
A while ago Facebook announced they would be releasing a new method for we entrepreneurs to engage with our potential customers and audiences. It’s called Facebook Instant Articles (FIA), and it allows you to publish articles and content directly to Facebook, without that user having to actually load an external website. Why is this important? When crafting an experience and building brand trust, awareness and relevancy, we want someone to read and experience that content. With Facebook Instant Articles we’re going to be able to build a VERY powerful layer on top of our marketing funnel. Here at...
Online marketing can be a lot of fun. Being able to build “experiences” that we bring our customers through. However, it’s important to realize that our best way to serve and help our leads is to actually ensure they become customers, in this way we can spread our impact and build our business in the best way possible. When we have a Marketing Funnel… We need to remember that the point is to turn strangers into customers. Back in February, I had a little bit of a crazy idea. I’m not certain if you’ve ever heard...
Content Marketing. I remember the first time I heard the term; it was about 10 years ago now. “Scott, you have to get in on this content marketing thing.” Since that time, there is more content on earth than ever before. Everyone has a blog, a podcast, videos, infographics and the ability to create anything they want. That’s a good thing.  But how as entrepreneurs do we stand out with our own content? I mean, most of us don’t write to be an authority in the marketplace. The Problem with Content Marketing Simply put – Content...
You see people talk about how much success they’re having online, they have low cost per clicks, conversions and are making serious cash. Yet, when you go to publish your own campaign you get frustrated, regardless if it’s the technology or your cost per clicks, it just isn’t working. The majority of people using online marketing give up. Why? Online marketing is like entrepreneurship. You can have the best blueprint and formula in the world, but without the two critical ingredients for online marketing success, your efforts are doomed to failure. #1. Iteration #2. Patience Here’s...