by Lindsay Marder | Digital Marketer |
10 Digital Marketing Experts Share Their Marketing Home Run of 2016
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As marketers we hit a lot of singles.
Singles are where our bread and butter come from—consistent success with tried and true strategies.
But, every once and a while, we hit a home run…
They come in all shapes and sizes, on all platforms and mediums.
Today we’re sharing the best home runs of 2016 from 10 digital marketing experts.
Let’s get to it.
Russ Henneberry, Director of Editorial, DigitalMarketer
I’m always trying to figure out ways to give people valuable content on our blog while increasing the number of clicks from the articles to offers.
For example, this is an ad that appears in DigitalMarketer’s blog post sharing our top performing email subject lines over the last four years…
A typical blog post call-to-action (CTA) on our site gets from 2% to 6% click through rate to the offer.
This is nothing to sneeze at. The DigitalMarketer blog generates 10’s of thousands of clicks to our offers every month. These clicks result in goodies like:
- Increased awareness of our high-ticket offers
- Opt-ins for Lead Magnets
But this year, we went to work trying to determine the science behind the click through rates on blog posts.
In the end, we found that there is one factor that, above all others, determines the click through rate on a call-to-action in a blog post: CONGRUENCE.
Sure, the offer needs to be something the market wants and it needs to stand out on the page—we’ve been using animated gifs like this in our blog posts to help them stand out from the other images on the page…
But nothing converts better than an offer that is 100% congruent with the piece of valuable content the prospect is consuming.
With this in mind, we began creating a series of blog posts that led to the doubling and, in some cases, quadrupling the number of clicks on the offers in our blog posts.
We created a post, for example, with the headline [CASE STUDY] 10,148 Unique Visits to a Blog Post that Takes 10 Minutes to “Write”.
This post has a super quick intro that establishes the value of the video case study embedded in the post. The video in this post describes a blog post template and explains how to use it. At the end of the video, a CTA is made to click the link below the video to get six more templates like the one described in the video.
Do you see how CONGRUENT that offer is to the blog post?
This post got an 18% click through rate on the call-to-action. Home run!
Mike Rhodes, WebSavvy
For us at WebSavvy, we hit it out of the park in 2016 when we came up with a funnel that resulted in a 55% increase in revenue compared to a previous setup for one of our clients.
We dubbed it the 9x Shopping Funnel Strategy.
For most retailers, if they use Google Shopping Ads, they just have one shopping campaign.
It’s a great start, but it could be so much better.
Our 9x Strategy takes that single campaign, improves it, and then multiplies it nine times. We then add some special tweaks to explode performance by gaining control over how much we bid for each search.
And it looks like this…
Like I said, this approach increased revenue by 55% compared to a previous setup for one VERY happy client.
The origin of the strategy came from a talk by Martin Roettgerding. WebSavvy took that talk, tweaked it, and RAMPED IT UP!
We’re Adwords control freaks—so one campaign just wasn’t enough.
Three was better… but nine rocks!
In 2017, we plan to implement the 9x Shopping Funnel Strategy on ALL shopping client accounts.
Then, we’ll be turning the nine campaigns into 18 with RLSA! Exciting stuff.
Molly Pittman, Vice President of Marketing and Director of Traffic, DigitalMarketer
A big home run for DigitalMarketer this year came with the adoption of a new communication channel.
On November 8th, 2016, Facebook made it possible for brands to run advertisements to Facebook Messenger. This is an incredible feat as almost one billion people use Messenger. It’s a much quicker mode of communication and we’ve seen INCREDIBLE results.
You now can run Facebook ads that when clicked, open a Facebook message between the individual and the brand, as shown below.
Our first test, the ad you see above, was a simple ad targeting people who had subscribed to the email list. We asked if they have questions about our products or how we could help double the size of their business.
In just a few days, 300 messages were generated for fewer than $800. We saw a 500% ROI from the conversations.
Two members of our sales team were there to field questions and help people decide which DigitalMarketer product would be best for their business.
Facebook has a tagging system within their platform so that your team can stay organized while answering customers…
Messenger also integrates with most CRMs and customer service platforms. This will allow your team to answer prospects even faster and to stay organized.
We also drove message conversations using email…
Almost half of the people who reached out to our team via the email above decided to do so via Messenger (versus email or phone). This shows how high the adoption rate is on this platform and that there are a high percentage of individuals who would rather communicate via Messenger than other platforms.
We’re also using a platform called ManyChat to build a subscriber list of people who have messaged our page. The power of this is that you can then broadcast out messages to that group of people…
We are seeing open rates in the 60-85% range for broadcast messages. This is MUCH higher than email:
These messages can be engaging, content related, or even promotional. We sent a message out to remind people that the price of tickets to our annual Traffic & Conversion Summit event were going to increase:
Messenger integrates with platforms like Shopify, too—and, if people choose, information like order confirmation and shipping updates can be done through the platform. I experienced this for myself buying holiday gifts this year:
After I ordered, I received a series of messages from the brand as my order progressed:
Overall, the discovery and adoption of this communication channel and ad placement has been an absolute game changer for our business.
Whether you’re running ads to people who visited your order form, but didn’t buy (and asking if they have any questions you can help them overcome), whether you’re just using it to deliver order information, or whether you’re sending promotional broadcasts to subscribers… Facebook Messenger cannot be ignored in 2017!
Ezra Firestone, SmartMarketer
2016 was an AMAZING year for us.
One of our brands went from seven figures to eight figures this year and the reason for that was our increased understanding of the customer life cycle. We really embraced the fact that a purchase in today’s fragmented and mobile environment spans many touch points and channels so we modified our marketing to match that user behavior.
If I had to single out one major home run it would come from our 2016 Holiday email campaign.
We generated $1,092,493 in revenue from email broadcasts during this campaign which spanned from 11/25/16 to 12/15/16 (last day we emailed about the sale).
This is by far our best sale campaign ever in terms of revenue generated from the email channel.
So, what made it work so well?
1. We Sent Out WAY More Emails Than We Ever Have During a Sale Period
We noticed that all the big retailers were sending out two and sometimes three emails in a day. So, we thought we’d try it… and it worked BIG time.
We sent out a total of 35 emails during the sale (each customer would have received around 25 as some were going to un-opens). EVERY. SINGLE. EMAIL. MADE. MONEY.
And to my surprise, unsubscribe rate and spam complaint rate did not go up between the first email that went out and the last.
So people didn’t seem to mind being emailed more often to be reminded about the offer.
Check this out! This is Spam Rate and Unsubscribe rate on the first email we sent and the last email we sent.
I wouldn’t recommend mailing this aggressively on a regular basis, but during a sale campaign the more aggressive emailing resulted in MUCH higher response rate to the offer WITHOUT any visible downsides.
No customer complaints. No increase in unsubscribes.
As mentioned, mailing multiple times per day worked extremely well. We would mail at 7 AM and 7 PM and later in the sale campaign we’d send an offer email at 7 AM, 5 PM, and 10 PM. Check out the results — nearly a doubling of revenue on each day we did that.
In the past, we’d only send one email per day. Now we are going to send multiple for every sale we have.
2. We Didn’t Consider it a “Done Deal” Once Someone had Bought
We created special messaging for folks who had bought once already and communicated with them differently than people who had yet to buy.
We incentivized them to make a second (3rd, 4th, or 5th) purchase by offering them an extra discount for their second order. We were able to get nearly 10% of buyers to buy a second time and this was a HUGE win for the campaign! Nearly 10% of the 2x buyers actually came back and bought a third time.
We achieved this by offering them a special discount and coupling that with a deadline. Here’s an example of the type of email that went out to buyers:
3. Deadlines WORK
This part kind of blew me away…
We did about $200k in revenue in the last two days from people who HAD NOT BOUGHT during the entire sale sequence up until that point.
Meaning, they had received the 20 some odd emails and still not made a purchase decision but now because the offer was going away and the shipping deadline was fast approaching, they made a decision to buy.
Deadlines work, really well! You should use them.
4. We Increased Our Average Order Value by Bundling Items Together and Offering Gift Packages
These worked VERY well for us.
We didn’t introduce any new products, we just put our products in gift bundles and offered an extra discount to folks who bought the bundles.
We also had a very well laid out holiday offer page with images, videos, and long form sales copy. We built this page using our new ZipifyPages landing page builder, so it’s available to you if you want to copy it. Check it out here.
5. We Used GIF Images in Our Emails to Increase the CTR in Our Emails
This worked surprisingly well. The emails with the GIFs had the highest CTRs of any emails we’ve ever sent during a sale campaign, like the one below.
So there you have it.
A well run email sale campaign was our best home run of 2016 (who woulda thunk it?). We also supplemented this campaign by leveraging other available channels (like advertising) to notify our fans, subscribers, and previous buyers of the sale.
The results above are strictly from the email side of things, but suffice it to say it was a great holiday campaign!
Lindsay Marder, Managing Editor, DigitalMarketer
For the past four years, DigitalMarketer has shared our 101 Best Email Subject Lines at the end of every year—it’s a guaranteed favorite with our readers.
In case you’re unfamiliar, we round up our best subject lines of the year, take a deep dive into the top 10, share the open rates and click rates, and the elements that made all these subject lines winners—so that our readers can improve their own email subject line strategy (or just swipe ours)!
After reading an interesting case study by Buffer in August 2015, we decided to do a little bit of testing of our own.
We would take some of our most popular content—and some of our outdated, not-so-popular content—update it (with new information, removing old information, new graphics, videos, etc.) and republish (keeping all posts on their original URL), hoping our audience would find brand new value from it
When it came to our 2015 edition of the 101 Best Email Subject Lines post, we had a few decisions to make.
See, when someone searched ‘Best email subject lines’ in Google, both our 2013 and 2014 edition ranked in the top 10 results, but adding another edition of the post would make even more competition for ourselves to get to the top—the competition being namely ourselves.
So, would we publish a new post and continue to compete for the top? Or, would we follow our current testing strategy and republish on the 2014 version.
The risk here would be that Google would drop us from the ranks completely and our organic traffic to this post would plummet.
But we went for it—with a twist.
We decided to take the original 2013 edition of this post and add it to the 2014 post as it was ranking higher, and redirect the 2013 edition.
On December 22, 2015, we published our 2015 101 Best Email Subject Lines on top of our 2014 edition, and above our 2013 edition.
48 hours after publishing our 2015 edition, we were ranked in the #2 spot… for an even better keyword search.
It gets better—and this is the reason our 101 Best Email Subject Lines of 2015 is my 2016 home run…
Our Best Email Subject Lines post was our 2nd most trafficked most of 2016, with 221,609 visits out of over 4 million visits to the blog total.
We took the risk, and it paid off totally.
For 2017, we only expect this to get better, as we just released our 2016 edition! If you haven’t checked it out, do so now.
Justin Rondeau, Director of Optimization, DigitalMarketer
This year, we implemented what we called a “free PDF” offer on Thank You pages, and it led to GREAT results.
For example, we offered a free digital copy of The Invisible Selling Machine if a person shared our Facebook templates on their social network…
This was a home run because it leveraged traffic and assets we already paid for. So no new costs were incurred.
The huge benefit was these people shared our offer to their network in an organic fashion, and we were able to gather new leads WITHOUT having to spend an additional dime on acquisition.
This resulted in…
- 8,861 shares on Facebook and Twitter.
- 2,286 more visits to Lead Magnets (Oh, they were pixeled!).
- 398 new Lead Magnet downloads.
In 2017, we’d like to take a look at what worked for each campaign and find new ways to get our visitors to organically share. If we apply some of our onsite retargeting and new personalization to the message, we are likely to see MORE shares and MORE leads.
Tom Breeze, Viewability
Hmm… “home run” you say? As a Brit, I’m not so good at baseball analogies, so let me talk about how we’re “slogging it for six” (that’s cricket talk, for the Yank readers) with our YouTube Ad Framework.
We’ve spent a fair amount of time in the agency really honing in what we do and why it works so well. We’ve not only tested different technical aspects of YouTube advertising, such as targeting to Custom Affinity Audiences, but also we’ve tested different persuasion techniques from the likes of David Ogilvy, Robert Cialdini, and William Poundstone.
These weren’t navel-gazing exercises, but really an attempt to analyze our techniques so we could replicate them so one success could lead to another. It’s made a huge difference in how we work, and I’d recommend that every business take time out to reflect—not just at the end of the year—but throughout it.
One of our biggest insights this year is also one of the simplest…
Approach YouTube advertising as you’d approach someone in real life.
It should really be the Golden Rule of online advertising. But unfortunately it’s just not done that often. Instead, we see a lot of TV-style ads that have a lot of glitz and pizzazz, but are short on substance—and in our experience, that’s not effective, especially if you’re after ROI.
Think about it: If yours were a brick-and-mortar store, you wouldn’t see someone looking at a pair of shoes in the window, and then walk outside and brag to them about how you are the biggest and best shoe store in the country. You wouldn’t do it because it wouldn’t convince them to come in, try on, and buy the shoes.
Why? Because they don’t care!
Window shoppers are only somewhat interested—they’re not yet ready to come into the store just yet. In real life, you might walk out to them and say something like, “Hey, did you know that those shoes are brand new? Yeah, we just got them in. There’s actually a really interesting story about that style…”
So, how does this relate to YouTube advertising?
Quite simply, you need to think about the individual who is typing into their desktop or mobile device at that moment:
- What are they thinking about?
- What do they need?
- How can we help them?
As we say in the agency, you need to meet them in that moment with the right message. It’s about a bespoke approach that mirrors your real-life approach as much as possible.
We’ve determined there are three types of YouTube viewers: Passive Intent, Active Intent, and Buying Intent customers.
For each of these, we tailor the message in a way that is relevant to them and that provides value to them. We call this “aducation” and the goal is to provide useful content to the viewer so that even if they don’t take further action, they have had a positive experience with you, your company, and your brand.
Passive Intent customers are akin to window shoppers.
They are interested, but not yet motivated to make a decision. We’ll often use Custom Affinity Audiences & Similar Audiences to target passive intent customers. We want to grab their attention with the YouTube ad. This could be an engaging narrative or a provoking question that acts as a pattern interrupt in their search.
Tip: starting your video with, “Did you know…” can work well.
Active Intent customers are akin to in-store customers.
They are interested, and they are doing their research. We’ll often use Keywords and Placements to target active intent customers. They watch videos because they want to know, do or buy something and are seeking answers to specific questions about your product or service.
We want to provide advice and guidance to these viewers. The video ad should be heavy on substance and content, light on fluff.
Tip: begin your video by telling your viewer what you’re going to cover, for example, “In this video, I’ll walk you through a 3-step system to [insert benefits here]”
Buying Intent customers are those who are ready to buy, but might need a final nudge or incentive.
We’ll often use Remarketing and In-market audiences to target buying intent customers. We want to be there with a clear call-to-action that is relevant and is a good offer.
Tip: make sure you give a really clear call to action. Don’t just say “click here to learn more”, instead, give more guidance and future-pace the viewer , “Simply click this link right now, fill in your details on the next page and your [insert offer] will sent directly to your email inbox”
In 2017, we’ll continue to strategize (and share) new ways to scale and optimize video campaigns on YouTube and across the Google Display Network. If you want to find out if YouTube Ads would work for you, click here.
Sue Zimmerman, SueBZimmerman.com (The Instagram Expert)
Instagram Ads crushed it for us in 2016, and we can’t wait to see what happens in 2017!
We have an Instagram Marketing Strategy Guide that we use as a free Lead Magnet and ran paid ads to throughout the year.
The option is found under “Ad Set” when you are setting up your Facebook ads. Here you can see the ad placement on the Facebook newsfeed and on Instagram.
We spent around $1,096.02 dollars for 534 leads, an average of $2.05 dollars a lead, which we were happy with…
However, when we went back to the reports to analyze what made the difference, Instagram placement beat out Facebook placement on cost per conversion fairly significantly.
In 14 of the 17 targeting audiences, cost per conversion was half on Instagram than its Facebook counterpart.
On average, a lead from an Instagram ad costs .89 cents less than those shared to Facebook. It is definitely worth it for business owners to test both platforms—there is a big opportunity for selling on Instagram.
In 2017, we are putting this to work in a big way, starting by introducing our 2017 Instagram Marketing Strategy Guide.
Marcus Murphy, Director of Sales and Monetization, DigitalMarketer
Cold calling is dead.
The days of the spray and pray sales strategy are over. Coming from a guy who made a sh… “butt” ton of money doing just that, that was a hard pill to swallow.
When was the last time you picked up a number you didn’t recognize? If you’re like me that answer is always a big, fat NEVER!
According to a Harvard Business Review study conducted in 2012, 90% of people ignore cold outreach!
Hey, guys… that’s the majority of all the peoples.
Here’s what I’m not saying: “conversations are dead”. No, sir, those are still alive and well—they’re just happening on a new playing field.
Sales conversations are starting, continuing, and ending online.
It’s hard to believe that people are buying things without ever speaking to a sales representative over the phone. BUT it’s not walking in this direction… it’s sprinting.
Don’t get me wrong, your sales people should be amazing on the phone. Many of our greatest deals ended on the phone, but began elsewhere.
If you’re a marketer, you’ve most likely made money using automation to drive a prospect to landing page where you presented an offer and the prospect had a chance to buy. Sound about right?
Let’s Keep It Real (A.K.A. Human)
Imagine using the same powerful automation sequences to facilitate the beginning of a real conversation? We tried it, it works.
The 9-word email: Are you still looking to train your marketing team?
Not all emails will yield the desired result, but they start a conversation! Even if the conversation starts with, “I’m not interested in that”.
It’s followed with, “Yes, that product isn’t for everyone, what else is going on in your business?”
However, it’s more than email! Conversations are happening everywhere, especially LinkedIn, Facebook, and Twitter.
With the help of my amazing counterpart, Molly Pittman, VP of Marketing (and our Traffic Manager) at DM, we started to pioneer new ways to have conversations using platforms we know and love.
Check out what we’ve been doing with Facebook Messenger:
Running ads, that when clicked, immediately take the buyer to a Facebook Message and real time conversation with one our talented sales representatives!
AND it works!
We generated 300+ conversations for less than $800 bucks!
For more on this process please check out the FB Messenger Process we’ve crafted so far.
There are 4 main preparations for conversational selling:
- Build Trust
- A strong professional brand across social platforms
- Actively participating in your industry
- Find Ideal Connections
- Identify prospects who fit your ideal client profile
- 90% of customer buying decisions are starting online – Forrester Research
- Thought leadership
- Position yourself as a subject matter expert
- Share relevant content, create opportunities for conversation
- 62% of B2B buyers respond to sales people that connect with relevant content – Forrester Research
- Add Value!
- 95% of buyers chose a solution provider that “provided with ample content to help them navigate through each stage of the buying process.
- Focus on needs first and selling second
Providing value creates trust. This means getting a buyer in the “right” product, not just the one that will help you hit your monthly numbers.
Building trust allows the relationship to grow, which can turn into loyal customers for life.
We have been deploying these sales methods in our daily work flow for about 4 months now and between 3 sales people we have generated roughly $150,000+ in top line revenue—more than half is recurring monthly revenue!
Now that’s a HOME RUN!
Dennis Yu, BlitzMetrics
Just 5 years ago, Mark Lack was a 20-year-old kid who was good at paintball, living at home.
Today, he is interviewing Daymond John, Tony Robbins, Tilman Fertitta, and other business celebrities.
He’s been interviewed over 500 times and also done over 850 interviews, most recently as the host of the Business Rockstars TV show.
How did he become so well known so fast with just a few hundred dollars and a team that was just him and his business partner?
The same techniques that rocketed Mark from relative obscurity to arguably the most successful millennial sales trainer are available to you.
Use it to make you famous, drive business leads, build your personal brand, ignite abandoned shopping carts, or impress your friends with creepy targeted messages on their birthday.
There is no software to implement, technical wizardry to code, magic course to buy, or consultant to hire. The only ingredients you need are:
- Videos you create, whether selfie-style on your phone or done professionally.
- A Facebook page (not a Facebook user profile) for you as a public figure, where you post these videos.
- A Facebook ads account, where you boost against audiences you have pre-made.
Mark, like most of us, worked super hard to do what we were told were all the right things—yet the traffic and conversion didn’t happen.
Here is an interview he did with Nick Unsworth on The Life on Fire channel, yet it has yield only 151 views in the last two years:
Fast forward to his interview with Tai Lopez a few months ago, which generated 70,000 views and multiple consulting engagements at $5K to $10K per day:
The key is using Facebook to make sure the influencers of your target audience, not necessarily your audience directly, is seeing your content.
And, like above, the most powerful content of video.
But not just any video—it must have authority:
- Authority in the direct proof you have, like how DigitalMarketer teaches from example.
- Authority in the people who are sharing—the person you’re interviewing.
- Authority in the publication—where it’s being posted.
For example, if we want to drive pro sports teams to become clients of ours for Facebook ads, we’d hit all three points with content like this. And then we’d create a video interview with the Warriors to summarize key points.
Find and Amplifying a Webinar
Here’s James Hsu, a life coach from Las Vegas, who is using boosted video posts to drive traffic to his Lead Magnet on how to save money:
He posts two videos a day and each one takes him only 30 minutes to create, from filming to final editing.
This gives him many “shots on goal” to find a winner, just like Mark Lack has done with his 1,300 interviews.
Scroll through your list of recent posts to find one that have a super high engagement rate:
You’ll find that a couple stand out in engagement—perhaps 1 in every 30 posts (1 in 20 if you’re good and 1 in 100 if you’re not so good).
Video is the secret to your home run—Facebook gives you extra power in the newsfeed, since their algorithm takes into account how long they watch and how they engage. So a lot of views or penny CPV (cost per view) is nothing without balancing quality factors.
For example, this post is a winner not just because of how many views it got, the view-through rate, or the penny views.
The audience stayed for 57 seconds!
The average on Facebook is 8 seconds, so if you can get at least 15 seconds, you’re doing well, over 30 seconds and you have a home run.
Then you boost to a saved audience you already made in Ads Manager—not audiences you create right there.
Learn how to make these various audiences, especially employer (inception) targeting as explained in this Social Media Examiner article.
Throwing Fuel On The Fire
Mark paid for 92,000 of his impressions, which actually drove most of his organic views, too:
Note that looking at paid stats under-reports impact because paid social drives organic social, organic search (branded terms), and awareness that can’t be captured in Google Analytics, Infusionsoft, or other tools.
He initially put in $7 for 7 days (one dollar a day).
Then saw it was good and put $50 over the next week.
And then continued to add more fuel to the fire, as he saw that the engagement rate was high, and most importantly, drove him new business opportunities.
Over time, he’s spent $688 on this post to drive a 20X ROI.
And now he has a dozen posts that are each spending $1 a day each or more driving influence to particular audiences in his funnel.
In his words:
“As a result of landing my own TV show and having great engagement boosted videos and skyrocketing my brand awareness- every month dozens of people are paying me 5K/10K per day to teach them personal branding, marketing and sales.”
Mark is not a technology guy, so he’s boosting primarily while he’s on the go, which means on his phone between meetings, while traveling, and so forth.
I hope you use this secret weapon of boosted video to drive a home run for your personal brand and your business.
This works in any industry, no matter how unsexy, so long as you can produce video that is interesting to your audience, can seek out the influential folks to interview, will continue to produce many short videos, and seek out to amplify the winners.
You aren’t likely to get overnight success from this technique.
But the good news is that once you find a winner, you can let it run forever.
So… find some good strategy in here to use in your own 2017 initiatives? We hope so!
Here’s to another prosperous and successful new year!
About Lindsay Marder
Lindsay Marder is Managing Editor at Digital Marketer. She graduated from Florida State University with degrees in Editing, Writing, & Media and Publishing & Editing. Connect with her on Facebook and Twitter.