if you weren't sure what you were here for today's workshop is called page digital marketing strategy how many of you guys were at our first workshop about email so you already had a listen me talk for three hours you guys are really brave i wouldn't do it but thank you guys so much for coming today is going to be an excellent adventure i have had a ton of caffeine so i apologize if you're not a morning person you are allowed to secretly hate me so for those of you i haven't met i see a lot of familiar faces which is exciting my name is tim haynes i work with an agency here called symposia so we're a small boat teak shop that focuses on digital marketing and advertising and we have a little office here in holland and a little office in grand rapids so that i don't have to drive to h d all the times as much as i like holland and we're going to have a fantastic time and i want to lay down just a couple of guidelines rules whatever you want to think of them as first of all if you have be workshops where it said it was a workshop it really was a three hour lecture this is not that this is interactive so if you haven't been to school in a while welcome back please feel free at any time to put down your you're your dutch or your west michigan nature of being nice and rudely interrupt with questions it's very important that this be interactive for you guys on that same no prepare to get out of your chair and get excited jab one who down and so prepare to get out of your chair get excited we are going to got to move around a little bit our getting it so please please take lots of notes i will give all of you a link to this presentation but it will be worthless without all the nose that you need to write because as you will soon find out we have about a hundred  for us as a guinea pig there's again a pig i can never decide prepared to be a test subject so some of you are going to be on knowing volunteers i've already looked through i know what most of your companies are  and i have a couple of people that i want to take obs the safe in advance for that permission but we're going to actually take a look at some actual organizations that are tied talking just so hypothetical most of our energy will be focused on picking on the west coast chamber because that space a couple of common definitions here i don't want to give you a whole dictionary one of the one of the problems with marketing  i suppose or the industry but it seems especially with marketing is all the isms and the abbreviations and what they have to if you just say sort of things so i'm just going to give you six quick definitions so that when you hear you say these things over and over and over again you'll go oh ok i've heard that before and i know what it means so the first one i walked in abbreviate on my slides digital marketing as  going to be a theme of almost our entire conversation i see something i click on it and advertiser pays for that action so pay per click means exactly what it says but i will call that i say those two things and i use them interchangeably i'm really just socking about any paid ad on social media channels so in this space we tend to talk about facebook as kind of the beast when it comes to we're going to focus primarily on the words ad words today this is search engine marketing or a of different things sometimes it means cost or conversion sometimes it means cost per click sometimes it means something that i haven't heard of before we're going to refer to c p c as cost per click so when i click on that ad how much of the cost the  about the cost per conversion from the very beginning today i want all the you to have at the front of your mind i do not care how many clicks you have to your website it's meaningless d care about how many people bought something how many people converted and gave you money or whatever it was you were looking for and that doesn't this is over with any questions on the guys are doing great interactive already so why don't you lay out our seven modules today we're going to start with free meals no premium at specialized skill sets that are going to get into the weeds and we're going to make a budget with ad spend mind that we're going to get really into the weeds of the picture of the weeds and we're going to talk about channels cost per clicks and choices about how to do all of those states we're going to disguise a number six into the strategy and then of course last but not least of it is how to track all this stuff how do we get to go back to our know premium proper english i know so most talking shops these days out free why buy if you're like me you are on the road sometimes and you find yourself in a coffee shop and you have probably learned that my point it's not the fastest it's not the best and that's a great way to critically think about organic social media or it can take digital marketing you could do it for free sure but you're not necessarily going to get the best results you're going to get what you pay for which was a big that not so for those of you who are to zoning out in taxing your coworkers we're p c which is pay per click so if you spent less than one hundred dollars i've paperclip advertising on social media you have a pic close enough to put up and if you have spent more than a hundred dollars don't get up yet you're i don't know how to control the cost what if i give them my credit card number and all the sudden i sent twenty thousand adopt their sorts of stories out there like that so my goal that day one of my goals i have thirty i can't tell you all of them but one of them is to get more people over here to the orange why why do i want you to spend money i'm not getting a commission i've called mark i've called larry they haven't been willing to sponsor me i keep asking i want to introduce you high by the way i want to introduce you to my friend molly my best friend molly she's a fifth best friend but stories are better when they're real so my best friend molly i hope college grad as you can tell she is a digital marketing manager she used to be a social media manager then they decided they should call our social  specialist and they really weren't sure what to call or they saw other people calling her digital marketing manager so they upgrade or pay and give her that status micro mama is a digital marketing manager and she is ken she knew all the right stuff she has a targeted audience she knows that for her product she's trying to get after mons who have kids under the age of ten and live inside and zip codes she knows exactly who her people  she's got great content when she writes of walkovers it's one of those rare blog posts that you actually want to read when she posts on social media she is using the perfect photo not one of those ones that that maybe your aunt took on her i phone but a really good photo that looks like it came from a wedding photographer or something and she is doing all of that on the right channel she knows that her audience is on she's not wasting your time on we didn't or any of the other channels that she might look at how so molly how you doing all old molly not so good so at the top here this is the bottom of molly's most recent facebook post she reached a whopping one hundred eleven people won't want and then she had this great blog partially set up three hours on and she well that sucks molly how many of you truthfully could say so i am kind of joking but at the same time i'm not how many of you can truthfully say you have felt like molly you ought to raise your hand if you don't want to if we were all like right we have all put energy into content and seen these sorts of results and then we had to go back to our team or our leadership or our board and try to convince a no no no marquee is good the internet doing marketing on the internet is is great we should do more of it so yeah we'll known her story this is one of the reasons that  this workshop exists this story is so comm this person has eight point five thousand lights it was not real nineteen hundred and thirty eight people share this and it's not even politically related mom feels like she's losing maybe you feel like you're losing i want to talk about why i paid social matters like a digital matters the two are smoke even if you're pregnant they help my d d when students add says my wife is a doctor she would probably disagree so money doesn't fix a bad and we've all seen bad other with the ten best marketing tips that are going to make your life better and change your job forever so if you take content that you found elsewhere that wasn't very good and you just copy and paste it or you come up with something that everybody else is saying no matter how much money you spend money does not take stupid content this game of copying and pasting is over the quality is way more important in quantity all the numbers prove that on every single channel ok so we know what money doesn't fix to free is so great i love free don't you what we're going to figure out together and you only need one they might stick together well if we got together is what is the value of your or your or your or your digital marketing and we're going to look specifically at social for this portion of the exercise just because we wanted an equation that was easy to use but the same methodology applies elsewhere so if you're designing to try to count other channels you could count twitter you count linked in with followers adult all of your followers how many you have is it a thousand is it ten thousand if it's twenty thousand we want to know what you're doing and then i want you to do is i want you to multiply that out by we're going to say twenty percent so what do i mean by that well let's imagine that i have one hundred fans on facebook and that's the only channel i post i want you guys to figure out how many posts you do on average monthly and play along i want to see some hard numbers on the sheets is a twenty process is a tab is at thirty and then that very bottom one do some quick math if you need to get out your calculator there i would judge you that bottom line is how many impressions you are getting her online ballpark for free without  and now i'm going to ask for a couple of you guys to share so  forty five hundred and just ballpark how much time you spend to get that  just imagine that it takes me ten hours a month to reach twenty five thousand infractions mind you impressions again we're talking about driving by the billboard i didn't visit your web site i didn't call you and the people who are spending money their way down the red they're the one percent of this equation so i'm selling a good chunk of time to reach these people what it'd be great if i could just spend a little bit of money and not if i'm spending ten hours a month to reach that that's why i'm seeing crickets as not even necessarily because my content my creative or my targeting all of that could be on point but it's a pay to attention another way to is think of earned is that post through looking out with pure michigan let's assume they don't spend a lot of money on their on their advertising which i don't think they do because they probably don't have to they're one of those lucky groups of people if they share up a post about an event and twenty people share it that was earned media earned media is really encouraging because it signifies that we are sharing content that people actually care about wager a guess out why i would not tell you that you own facebook how many of you got mad at social media within the last month because they changed something did they ask you if they could do that web site i hope if not come talk to me afterwards you have bigger problems and you own your email list or your list of phone numbers another way to think about that would be your c r m if you're in a nonprofit it would be  get a hundred people to see what i'm doing just because there's there and maybe i'll get five hundred people to see it because two or three people shared it but when i spend fifty bucks and i reach another ten thousand people that which is awesome by the way show hands how many of you don't have a c r m or a donor database bottom line how do you don't have a place where you know all of your data actually it's not just a place where it should lead but a place where it actually lips or you can go and see all the people that you're supposed to now that none of you so that should be something that you all do on the way home right if you don't have control of this then you're not going to be able to succeed at the other if you either see our hands sometimes feel scary and overwhelming guys even just that if it's a google excel sheet for the first three or three months or the first year that's a better starting point than anything else we've got to get control of our own to media question ok does anyone have any questions about those three colored circles you get what honed paid her and are hubris let's died in that and get a better understanding of what he digital marketing options are so far we've been talking pretty broadly now this is intended if you guys live in p p c land day and day out this is intended to be somewhere between zero one zero one and three zero one so it's kind of in the middle we're not going to deep deep deep dive because we don't have seven hours but we are going to try to get in the weeds a little bit so pain money for me to click on that app and i bid on those in all sorts of different ways but bottom line if i know you're searching for tires holland michigan i buy those words and when you search for those words i show up and it cost me money when you click on back to you but google covers you tube and a bunch of other products as well so a question that often comes up here is what is the difference between display advertising and paid social and display advertising gets kind of a bad rap but if you  telling you that ten hands is awesome and should go get him money that is display advertising pay social is really just another form of display advertising so social media advertise it is sometimes overstate compact city at the end of the date it's just another form of display advertising right you're scrolling through your facebook or instagram b and you see something that you didn't know so we want to see that hopefully relates to you and you hopefully click the last day ok so the rest of you i just assume you weren't on facebook within the last day something to keep in mind as we talked about pay digital marketing digital is critical so what will happen here is even if you think you're a pro when you're making is ads you will be using it on your laptop and i will be looking at it on my phone so something that our team has taken to doing after much discussion is every single advocate screening every single post if you want to think of it as a post  piece of content that gets created that has to be looked at on the phone and i can see it on the phone without doing the whole thing that means that it's not very mobile friendly and you might as well be there a delete it or b take the time to  with pay digital marketing is people don't get that these two things are different they think differently google for the most part and again we could debate the details but google for the most part cares about what you're looking so if i want to get to people based on their interests the things that they like their demo most facebook tends to be really good at that now who should be more like facebook and facebook is trying to be more like google but that is the big difference between those two giant ad networks and these are in case you're unsure of these are you tube biggest paid ad networks on the internet probably not a surprise so another way to think about this i really like this graphic google ads are really good for immediate sales right i'm walking down the street and i need an umbrella clothing stores outdoor shops holland michigan oh ok oh the outpost really are the opposite of i am real immediate sap one of the reasons for that is often we are looking on google for something that we are literally trying to buy  the civic twenty seventeen all in michigan own crawlers has it oh it's a good price so i'm going to go buy it as if it were that simple to buy a car right there be nice on the right hand side here we have fa tend to be really good at brand awareness but i would hypothesize and argue to you today that they are great for the generation if you are in the business of being in business has a really good at lead generation and we're going to be tied to this and examples here but right now i can tell you are legion ads for symposia are bringing in seventy dollars leads based on all of our different target audience definitions i'm getting needs for seventy bucks not bad if i have the margin to make that worth the money right  yes yes and if you find or if you are a google ads lover and you want to argue with me about that later that's a healthy discussion there's kind of a war so this graphic is not at all  overstated there's a literal war happening right now for your data these soon networks both want to beat each other they're not friends i would argue that facebook yes knows what they're targeting in math side of things as much in challenged and is already in the process of being challenged in a way that it never has been before so i don't think that that means that google ads are going away but i do think it's these are two different dials that face of styles really getting turned up and on some of our campaigns we're turning down our google ad spend this time to be sure more locally then nationally right simple reason if i am one hundred dealerships locally i cannot compete with the poor offer of one hundred dealerships that have room to gather and statewide region wide associations and are literally spending one hundred fifty thousand dollars a day on it on a campaign i can't compete with that but what i can do is go with those big guys are not and they are not so much here so there's an opportunity i think on a smaller jihadist scale to company so don't hold me to the status of that applies to you if i digress so also really we're in the game with paid social or paid digital of moving from awareness to consideration to intent to decision and here's a reason why google does so well because when i search on google i'm often not in use two phases right i'm already looking i haven't tend to buy or i'm already in the process of literally making a decision so that's why google is so good at those searches social is really good at  i don't know if i want that car or that car i wonder what my friends have so this oversimplifies and it says all of these are kind of moving towards a decision i would argue that social and search so facebook ad words if you will they are intertwined in a way they haven't been before i might go to facebook learn about something that you're selling then later i might forget exactly who you are i might search for your name now google is getting paid to help me find you i visit your page i leave it and then an ad follows me around on facebook so these two networks are really playing together in the same sandbox and we're bouncing back and forth between social and outward social and ad words all the way down to the decision engagement right i saw your ad i clicked on it conversion is what we care about most and that's all we're going to try to drill down into today ok version simply put is someone doing absolute action that you wanted them to so it's not someone coming to your website and thinking about your product or your event it's not someone leaving a comment as someone r s v p me or giving you five dollars or signing up for your workshop thank you guys for converting by the way questions on those three metrics for m don't get your traffic all day long on any of these different channels i do it for pennies on the dollar i could send it thousands of people from china but they won't buy anything if they're not in your audience i always like thinking about sushi even though i don't actually like sushi but this is a specialized craft right if you're going to be good at it you usually don't make sushi and tacos at the same time although maybe it's a sushi taco i don't know one of the the themes is going on right now in their head the paid digital marketing landscape people are realizing that there is a difference between an expert and a general's now my wife is it most of us are in a space where we're being asked to be experts at what i would consider seven different specialties so search engine marketing and google ad words that might be one specialty so how are how do we do this a couple warning signs for you guys as you're getting help talking to other people hiring whatever it is that you might be doing to get better a digital  marketing if you've ever heard the phrase that should say ever if you've ever heard the phrase limited keywords are allowed by google the meaning why man i've heard that in sales pitches before that i was present at i won't name names because we're on camera but if you hear such a phrase that is a good sign that you're talking to someone who's not an expert we're a news media company but we also you know specialize in twenty thousand dollars a month worth of facebook advertising i have to be an expert at at least three things to make my business work you probably have to be an expert at least three or four things to make your business work but make sure you know the difference ten fifteen years ago a google ad words came o hundred five record for the dot com bubble crash google ad words change the face of the internet there are people who became millionaires that first year because they figured out how to use a swap for that no one else was using and if you searched for sandals somehow you were ordering them from nevada from a guy who'd figure this out and reselling a lot of his basement right but those people are not necessarily great at facebook at the landscape is changing questions about that how many of you were just going to share i'd be curious here have struggled with what it looks like to be an expert at something are not honest because we are not on snap chat none of our customers are there yet we have their kids out and we don't even really care about twitter anymore which we can get into later so we've gone from having a footprint of of google plus and seven other things that focusing on two or three channels that's our bread and butter and that's where we're making money which is ironic right people will call us up and will say but i thought you were a digital marketing company you guys are on this channel or here that can all be there you're right we're not because that's not where our people are specific that is a struggle that you guys are all facing and i'm hoping that we give you some tools that help with that today we'll see that's not the point we want to think about a budget that incorporates aspect raises hands who else really has a digital marketing budget that they know o who made that within the last week nobody ok fisichella so most of us realistically don't have a budget or if we do it's probably more recent gosh how you do anything without knowing how much money and have i talked to so many digital marketing managers that are well i think i'm allowed to spend one hundred dollars on that thing oh no i just kind of did it but then they were mad all right so  that we're not rushing to give you so many tools for that today but i support you we've done that before so three options here you could set the larvae budget as five or ten percent of company running this is a simple route that often gets taken we know that your company makes one hundred thousand dollars so there are marketed budget is going to be five percent of them we have a marketing budget before you are so easy you call it set the marketing budget from one to fifteen percent of sales if your company is formatted in a way where sales are really critical or keep this could make sense because it allows your budget to sail with your right so if you make more sales you spend more money on marketing and you make less sales you spend less money a marquee pros and cons to that right we're not selling anything and our budget is say let's nine hundred dollars and margit well if you know that you need to make ninety thousand dollars and margin and you're willing to spend ten dollars on each of your pieces to make that th would be another way to do it that works well if you have a lot of margin because it's easier to write my piece of paper cost ten bucks i make nine dollars on it i'm willing to spend up to five dollars to sell it because i still make a good margin whatever you're going to do whichever of these three you want to do you need to have some sort of contingency right budgets are built to be flexible hopefully but worst case scenario point some people will do quarterly budgets some companies are determined to do yearly budgets and that's great for them but you want to have some sort of contingency even before right there if they're not rocket science i borrowed them from probably some book that i read and don't remember but these are also worked really well for us and what i want you to do is i want you to pick one of those routes right here right now  worry this is a great conversation because you don't have to get this one approved it's just on a piece of paper your job is to go figure out how to get it approved later what i want you to do is pick one of these three routes and spend a minute or two and come up with an eight year lead budget is great a monthly budget is great also only we want to get to a monthly budget even if you're if you're trying to get to yearly budget you guys are spending money elsewhere chrisette is probably true so how do you decide how to allocate it well i can't tell you that i can tell you you can measure mine so prince right we're not here to say prince's dad we're not here to say traditional is irrelevant neither of those things are are true but i can tell you that i can measure much so if you're spending  hundred thousand dollars a year and right now all that budget is going to traditional i would challenge you to spend twenty percent of it on digital and see if it makes sense if you want to be really aggressive cut it in half spend fifty percent on digital and see if it makes sense different companies are going to increase us it's a great question different companies are going to allocate this differ if you're company that works really well on digital you might allocate eagerly percent as me how much money i spend on traditional and i'll tell you maybe ten percent of my marketing budget maybe fifteen percent ok good so minimum it's not if you have five hundred dollars a month that is a great place to start with paid digital marketing without even getting into the nuances of what channel you're going to do that is a great place to start with digital marketing if your company is just really signaling there they're tight and it's going to be a an argument no matter what you try you spend a hundred bucks a month a digital marketing unpaid digital marketing where  really don't know well if you're spending two thousand dollars a month on a billboard right now i love billboards sometimes maybe you should be spending one thousand dollars a month on a billboard  thousand dollars a month on page digital traditionalism dad i'm not here to tell you that i hate i do literally drive down the highway and hit my head wondering oh there's eighteen hundred dollars a month there's eight hundred dollars a month there's eight hundred dollars a month my gramma is the most lovely lady in the world she is on facebook but she's also writing in all caps great job sweetie under my post right sure there's definitely an element of that that we've got to be realistic about our target audience and we're going to really try to die more into that and our next module but there is often a misconception that the elderly are not using the internet the elderly are my favorite people advertising in or to on the internet because they don't even know they're clicking on a nap right now but but i fear you know and we're working with an organization right now that is having that same discussion hey our donor base are about seventy five eighty five are they going to be the ones that  each percent of their budget and go digital to no worry they're going to go digital slowly and they're going to continue to send out mailers because mailers are working for them and they are going to continue to put up b billboards are working for them so it is completely specific to chris's point and your target audience but even organizations like edward green commons and freedom village they are having internally these conversations right now how do we reach the people that are on line you know hate we're spending all this money on his newsletter every month but it just goes out as a magazine when it be cool if we also spen another hundred bucks and did it on lying to other questions about budget this we're going to actually round table it up so if you have questions you could ask an hour of this make you ask them to get in the second does everybody have a number on their piece of paper  another call a couple of you and i want you if you would be willing to be sold horrible to dallas why your budget is if you don't want to tell us you don't have use an exact number you can say how you prefer not to devolve a number we are on camera but i would ask that you share a little bit about your budget and what share which is you're facing as you try to put that number on paper because i'm not here to pretend like this is easy it's not this is sometimes a two hour conversation seventeen times i feel like a what a week long conversation aren't going to take on a couple years with already what is so you can't talk about the digital marketing budget without talking about the marketing budget and write about the marketing budget while it's increasing that's what's going on with the marquee budget companies are finding overall they need to spend more money on marketing now than they did last year were the year before so might be that you don't need to just get rid of one of your three billboards but instead of only having to through three billboards mean you also need to have a page hate it's going down sorry it's just the reality of it that doesn't mean that it's extinct or that it's not valuable but when people tell me that they're going after millennialism the only thing they spend money on is digital or excuse me not digital then i usually know that their business is on the way out trade shows and that same thing one of the reasons for that i used to go to five trade shows a year and it cost me fifty thousand dollars a year or i could just get t hat exact same audience on line for half the price without travelling print advertising sorry also on the way down is a dead no as if we needed certain issues of course is it going to explode any time soon in a positive direction not unless we're all reading the cards wrong so probably none of this is a surprise to you is anyone surprised by this some of you i think you i socking about ads that are targeted specifically the right apps and such but i don't want to pretend that i know that for certain while marketing is often thought of as as i'm on my own and i opening an ap and there's a little ad there worthless ads that i click on by accident all the time you account for the cost of contents in all this they didn't break it down and this study but you know it's going to be forty forty fifty percent and sometimes of whatever you're seventy it will hundred thousand dollars and were told to spend it all i'm google advertising that i know i'm going to take forty to fifty yet and i'm going to allocate it for creating content that will make the advertising do something it's a very good question yeah so people are spending more on social but is it getting them something or are they just doing it because it's trendy people are spending more on an ad words are they getting something or are they just doing it because it's trendy  is critical for your company this is so critical if a digital is critical for your company level and your digital marketing manager your social media manager whatever you're calling them has a biggles zero on their budget for media spend they to leave you where they're going to fail and then leave you the talent pool is saturated right now by people who have three years of experience spent those three years begging to have more than fifty dollars a month for all the work they were doing and eventually burned up and left burned out in what i think would be the correct  oh good question thirty to fifty depending on how experience they are there so you can hire your own digital marketing manager for a low price of thirty to fifty thousand dollars here and there for their leading companies that are not empowering them because at the end of it a pay digital is just a piece of the equation for digital marketing as a whole and digital marketing is revolutionizing the way that we communicate not just the way that we sell so companies who don't get that and who don't empower their teen are going to lose their talent i usually could predict after talking to someone a couple times how close they are to quit her job i know easily six or seven people have done it this year and they're going to go out to the internet they're going to post their resume and they're going to get hired by someone else maybe even so we've got to transform in order to do that we need to get in the weeds to make sure we know what the happy are talking about i want to give you a very granular look so if you're aisle person sorry this is not for you i want to give you an extremely green you are will pay digital marketing all the options metrics channels what's good at what and so forth so bear with me and that doesn't sound like fun because i want to assume let's imagine you can you walk out today you have that five hundred dollars a month secured what do you spend it out where do you go first that's a decision we're trying to make here together in this moment there's not a simple way to do this so i'm going to walk you through a couple of different terms or options in the pay digital landscape and you'll see there's there's kind of two words for some of these that's because the social paperclip space will call them one thing and then they google the search world will call them another thing and i hope that by the time we're done with this little slider here they can get a little bit slayer you got it killin it over here it's almost like you have a job doing this right so returning is really fun because it's me as a now following tie around because i saw tiles are not a pair of shoes match is what arabs would call this here's the idea i have a thousand email addresses from my c r m or my pottle business cards and fifty sixty seventy percent on a day day but it's a really quick way for the ad platform to say hey i know exactly where those people are we don't have to build an audience we don't have that out of our demographics or interests or location i'm just going to go after the people that i know are already in my ecosystem so when you talk about your kind of your temper side there's no really simple direction for you to go if you believe relationships are more important right you take your entire c r on the upload the people that you know are in your leads or your prospects ecosystem and you go directly after them  different ways of helping me find another two thousand twenty thousand people that look just like that audience so if i'm on your web site and i'm one of ten thousand people that visit  can say hate let's go match up your customers with other people that will just like them because we know a lot about the way people work and suddenly your audience goes from ten thousand to one hundred thousand again or it depends on how good your truck is if that's what it's point from or if you're using the custom audiences on facebook it depends on how good your email list is right about all close thirty thousand emails and facebook finds ninety thousand more that will just like that but my base was off that facebook is going to give me a bad base i find it to be pretty effective though there's a good list because these ad networks have hundreds of data points on their users that take me a long time as an advertiser to figure out but it's in the advertisers best interest to be really good at this because when they give me addicted to that to the first one first one yeah you given your list so to speak and they match it afterwards tends to to it's easier to deal with traffic so you can build a little like audience sometimes up of traffic to your site sometimes you can do it off of an email list there's a couple different approaches so the ones in goal these are the ones that are really exciting these are the options in this space that arc filling in the return on  money officially accelerated delivery is i have an event tomorrow and even if it cost me more than it should i need as many people to know about it as soon as possible we are at the tip of the pay digital marketing iceberg so if you feel overwhelmed there's a lot more there but these are some critical pieces for you to know about and if you feel off that's ok so we're go per action if you give us an acronym world across all industries right now is just under sixty bucks for search and just over sixty bucks for display obviously this is an aggregate number and then you had to see a quick little breakdown here we've got sixty three point five for me to be we've got seventy five point five for consumer services and we've got inexpensive only six ninety e commerce forty six o seven so why does this matter well i could hypothesize that if i have five hundred dollars and i  it by whatever industry i might be n and the cost per that action i could figure out well this is about how many actions i can expect and if i know that every one hundred actions i mean you get a conversion then i can get to how many calculator you put in what you're trying to get you you put in the average conversion and cost per click and we could tell you about how much money you need to spend on whatever channel it is to do that real said so expensive in general the out and i want you to see that dialogue is happening because the reality is we don't always know until we try it out it's really important to understand that all right so what are some natural often serious look at this one earlier that was i did searching for and i bought the keyword been there done that display so that the search the one we just looked at display is the hey you're looking at fried chicken it costs money to get here but boy is it worth it it's a very first thing you see guess what most people click got oh sorry examples there's an ad that looks a lot better than yours so we're seeing a lot of opportunity there if you want e commerce you can even automate your entire inventory to just become as automatically and of course you two you're watching a video and you've got ads for sometimes show up on the right hand side and all these are being honed by google and then there's a quick look here some average cost per click down so if you are in the auto industry might be spending two team not too bad if you are in the dating and personals looks like you're spending three forty years i believe are from twenty seventeen or twenty sixteen see as many real estate down f them i thought it would be technology be a little bit higher so it depends on industry how much you're going to pay and also depends on your niche and about a thousand other things that you don't have time to cover bottom line again you're experience we did is the most expensive of the paid social platforms advertise i'm usually so i'm upset you are from five to fifty dollars for a so why papers you make it better on linked in there are a lot more affordable which is why most of the ads you see probably half of the to do it down with our white paper or get our white paper but we've been playing around in the sas space lately now that's why their quarterly is keep going up and up and up and you guys have probably run into an ad to add on like in the not too different when it comes to this format then facebook right here in your feed you see a sponsor post someone paid to get there how many of you have seen or clicked you can see as seen on the company page is the format they take i don't like quite as much all right are you guys with me i told you really get in the weeds i warned you we're going to get into the weeds we're almost plot forms it's the targeting that tends to get really nuanced and complex the delivery tends to be fairly similar petrus if you're in the right space can really kill it one fifty on the cost for a click you can imagine e commerce certainly products targeted at women anything that is visually appealing life style grams all of them if they have it's almost all men that are on pinterest we don't know why so i picture is of course it's b to c brands if i'm francis j down the street man i could probably do really well on pinterest because all of my customers are there  anyone that's involved in the wedding industry might as well disclose all their other platforms right pinterest is great for them so here's an example though a lot of we had a wedding my wife and i did a year ago and she hasn't found out yet but that username is really working for me targeting on pinterest also can be done with keywords so this is kind of interesting because peter says actually years in a very similar fashion to the way they google is used where people are searching for products and picturesqueness this because they're smart people so you can actually do keyword targeted campaigns on printers which is really interesting now getting for someone who has that we're looking at google right it's really good at finding people who are having intent to buy pinterest is really good at getting people to have the intent to buy a product the ad said to be really pretty eat they fit the platform and  event i know that if i have fifty bucks i really get x amount of people most of the time most of the time we are interested and not that is bidding on conversions so i can bid on there click yes right i can say hey i want to send people to my product page and that's really fun so that would be a claim by looking at a product over here how much money it is what people are doing so i think for someone to get to that page that's the ad that a lot of us are used to hearing about but facebook's cost for conversion bidding allows me to bid on actually checking out so not going to the shopping cart not thinking about it but the moment that i actually bought i that's when facebook says ok that costs you money and that's how we're going to spend your money and we're going to optimize our entire ad form to get more people that actually buy things or google of course has options that parallel this is the two are again a buying they're trying to beat each other so that's that increase conversions on your website but right here i'm seen sheep are for track so one of the ways that we bring facebook and google together is we say hey facebook you're going to help us get some of the traffic to our site and then google you're going to help us acquire that traffic as a customer after they have visited our site once or twice but we've got russell fifty cents a click over here globally on facebook we've got six bucks for a thousand lonely because the e commerce is right around the same price you can imagine if you have a product that's worth fifty bucks and it costs you ten dollars to sell the product that you're just going to turn up your  food business i'm jealous i just am budget that we talked about all the different options you have to where to spend your budget and how much all those different things like costs so low that you root play as yourself an open discussion about where you think you're going to spend your five hundred bucks next month and w advertising as well due to his target audience who are all the people where you're spending your five hundred dollars not to be a teacher but someone who hasn't talked before i did teach for a while i'm sorry there's a middle school clas five hundred dollars gold spend it between you walk worms and see which one wins after the next three months let the data decide which is why we don't need to spend hours and hours round table in it right the way that all usually phrase this to a marketing director is a reason spent fifteen thousand dollars worth of time and urging they said you are just trying to decide what to do or we could just take that money and use it to tell us what works we're going to start trying to bring all this together all this stuff i want compared to build a page as you know marketing strategy should be is it got an before we jump then i'm going to pass out some more things i really do love print because you didn't think i did so these booklets and there's only now i think for each if you're with a group of people you have to all ok you guys are frenzied insisted i see probably should've thought about that so we're not going to get through that whole thing today by any means but i wanna show you right away that it exists this is the slide out of tools that we use to build up a digital marketing strategy and i will go over some of it today i won't be able to cover all it but you will see that there are a bunch of tools in america and some of the ones that are up here have their own little page some of you have already found the ones that we've already talked about you know you're talking about less excited so i was i have not come back to new second before we get into building a paid digital marketing strategy i have to digress just for a brief second to tell you to have this in my own email marketing which we're not trying to focus on today we did a whole three hours on that last time she came email marketing is best friends with paid social and it's best friends with paid search these i just met you and this is crazy all the way down to hey i bought for you but these three guys work really well together are three ladies i don't want to be on gender bias i'm going to show you a couple different scenarios i don't think there's a concrete way to look at this so i said are going to do is give you about three or four different tools or examples i think that's going to be more useful the first one i want to look at is this idea of how do you build a lead magnet home what does that even mvm so lead magnet is just a fancy ism for creating something that's really valuable this little formula here if we go to our lead magnet right now one of the problems that we think we're trying to solve is hey we don't know we need a marketing agency bill we do now well now we have a long list of of problems opportunities and we don't know where to start so some of you guys you've seen this in real life or even printed up this is be for us a lead making it right it's a checklist or an audit we put a lot of time and energy into it we try to make sure it didn't suck that it wasn't like each five other things out there that are going to need that same information we tried our own little flare on our own little design we tried to make sure that it was valuable so go way back to the beginning right ads don't fix content that's not valuable so we need this to be valuable so maybe you come to a page or you're asked  enter you're in now and then you get to see this great information for free that would be the problem that we're solving so the problem we're solving with the content is  that you don't know where to begin your digital marketing you should be able to go to your customers or your salespeople or yourself if you're a team of seven rolled into one and make a list of these are the problems that i'm helping solve copying creator come into play when you're seeing this as an add on facebook so what does that look like again not saying that ours is by any means the best but let's go take a look what is the ad for this piece of content where this lead magnet look like if you go to our facebook page hopefully i'm not letting myself down there should be an ad on here for that piece of content there is one that's kind of coming at it a different way those are all ads for the blogs eventually on your site where there's an ad for that piece of content so you would see that ad you would click on it you would come here and now we're trying to solve a problem in exchange for e mail address sometimes we ask for the email address at the very beginning sometimes we ask for the e mail address later on it depends on what's working basically condit has to be valuable enough for you to give away or e mail just in the first place once you get to this page we're trying to make an offer so for us the operators jump on a strategy call which by the way isn't working so what are they we're trying to figure out right now we think that we're solving a really important problem we think that we have really good content we think that we have a really good copy in korea but when we look at this formula for generating a lead magnet that's going to be part of our digital marketing strategy here we believe that the operators wrong so the fun part about advertising as is a lot of failure staff and we think we're failing at this but also really the goal is to get someone and this is probably true for many of you andrew stated it was true for him to meet with me in person and that's why this tends to work really well for the b to be a landscape if you look at  hey at the very end of this i want you to call me or meet with me in person and then maybe give me some money but it starts by saying not hate you should marry me but hey let's go on a date i want to solve a problem that you have it is really easy and the page will strategy landscape to overthink this idea content all of you know if you've been doing what you've been doing for more than a couple months all you know a couple of problems that your customers are facing every single day and by the way this does work this same path does work for b to c right imagine a wedding photographer twenty questions to ask your wedding photographer they usually get forgotten now i have to go make sure that there's not another million people that have that exact same idea that i make sure my content is better but all this could be exactly the same right i'm solving a this is right here for us what are you showed you high level that's where we're at with sixty five dollars per lead people giving us their email address talking to me on the phone because of that concept and we haven't even figured this out yet you know splitting hairs and terminology maybe not but i suppose you could think of it that way yeah it's a lead line it is all about that idea of giving me your information in exchange for something right there's a value to that ripples sides of people are willing to give you their email and you've got a really valuable piece of contact cancers are they're probably not your person right this methodology is again it's very simple simple to overcomplicate i'm on a book website and they ask me to sign up for their book club and if i sign up for their book club i get exclusive contact one could consider that the same sort of formula right and giving you something  for something so i'm getting value and i'm giving you something that matters to you that only piece that we talked out of beginning with us three circles this is how you build the owned piece you get the e mails in the the phone numbers by giving them something that's worth the information exchange in the first place ok so that was a little bit high level and that's the way that i want to look at this oh so many advances this scene puts on like one hundred ends a month or something adventure all over the place for that maybe you're only doing once a month or once a quarter but events so and now i'm on the west coast here is web site each quick this is really important each click further into the site brings me a step down into sales song and that matters so what's going to go through this together and imagine that i'm trying to attend an event so i'm on the home page if i leave here and the west coast shivers main objective is just to get me to attend squeezing it's all done did you take the step i wanted you to take if you didn't take that step i'm going to push it so now i need it to me and then scaled or i x out of this what do you think i might see ads about on facebook or on google right hate do you know your mother events can we have thirty events this month alone i haven't identified myself further than saying i mean i need it interested in our vents so i can't go too much deeper than that now listen as in i click on and have to all that oh this guy looks interesting i've heard pretty bad things about him that i could give them a try i'm looking at this i'm on this page  information about this event here's content targeted towards people who would attend this event right we're going to push you always have this and then once you actually sign up and that thank you page shows up i can go after anyone who sees the thank you page and i could say hey here ads all about other digital marketing events or other marketing related events or maybe i w on to say well you're interested in marketing you're interested in sales too so i'm going to go after anyone who's interested in sales or marketing and i'm going to tell them hate you register for this at that what about all the other events every time i take a desired action i get a little bit further down the funnel and we're going to keep squeezing so every time i don't take the next action i'm getting a fa into e mail marketing today but guess what happens if you sign up for the event down here you sir getting e mails about all the other events to write the e mail now the face the google retargeting ad they should all be on the same team they're all part of a crew of people trying to kick you down the  and you don't want to do that too soon right because that is like you know you just met the girl and you're asking a mary and that doesn't work so well usually so the cadence and that is really critical to figure out and you notice although we did talk i have had signed this framework it works for everybody pretty much it's super nuance of course whether you're e e commerce or whether you're in sas or whether you're business to business or if you're selling  small products in a retail location it gives you want share but the framework i draw the same thing how i talk about the same thing to dozens of different people every month because it's the same framework it works question so so what questions come up to you as you've got to think about this see i'll tell you the truth i struggle to explain a set explain it a million times and i always struggle to feel like i've explained it well does it make sense the squeeze that you feel you were trying to push that that is whe yap yap absolutely so none of this can be automated if you don't have way back in the beginning c r m right none of this can be automated if you don't n or something that's functioning in some way shape or form like that right so for us the other after that little example was is in what we're doing we need to be able to track when someone enters their e mail we need to pull them out where web developers and marketers are going to need to work more closely together than they ever have before because your data base all this information it absolutely has to sink in order for this to work and i want to get into that a little bit more i think a good way to do that is to keep going because i have allocated some time in this next model for that are you kidding me ok i always i worry god to give me all the so i'm supposed to do oh you could happen or maybe this is you hey it's the end of the month can you give me a digital marketing report show me what you did with your money  family they their friends they work well together hi lo who will tag manager allows me to tell you anything that you want to know about your site if you click on something did you read something did you go somewhere who will tell you and your eyes may get super nuanced without talking to a developer all the time so get those to you go get your facebook pixel on your site that's a little line of code that you're going to go and you're going to see a master where you're going to say ok self how do i do this there's a thousand options out there on the expensive end there's call fire now that heap or end there is hosted numbers dot com bottom line if i spent money on you coming to my site and you end up being the type of person that calls me instead of goes through might august is an email thing which i whine go through because i don't like the phone because i'm whining all if you call me i want to track that and i don't just want to trust that you click the phone number i want to know what number you called from i want to hear the recording and i want to get all the data i can about where you were from what your ip address was and cider said are there are a thousand tools out there is a do that one that we started experimenting with said you could tell me later hey tim i can your site hate that they will be interesting to me we just started trying us out but this is a whole tracking tool you click on this it costs one bucks a month you get this little message if you click on that it actually does call me like you answer it not right now and then i could see all of your data i get a recording on the phone call if you track to someone on our team i get your ip address your seat and what page you call me from we're just really so these are for go home and do these today on any site that you're working with ben excellent transition we could probably summarize for the most part what we want people to do on our site with these three things fill out my form what sometimes means i registered for an event sometimes it means i join the class call me or buying my thing fill out my form call me or by my i think those usually summarize what we're trying to accomplish on a website how do i do that ok let's look at forms how many  r form on your website if you don't raise your hand then you're just not raising your hand i understand you all for my site hopefully you should know how many people thought that far it should go hopefully to especial your life you can change these forms on your own so a lot of times we work with just to standardize our own processes one called gravity formats so on the back of any site that we get involved with many people come through those forms and i was showing you this one because it's really easy to make right i can make a new form i don't know anything about code in this scenario and i am making a new form where i can drag and drop fields just super super easy and you have a website and your form is set up in something other than the inside it's costing you three hundred fifty dollars every time you want to change your form you should probably buy your web developer and switch to something that's easier you should be able to change your forms so hopefully you have phone numbers on your site hopefully they're at the bottom maybe they're at the top right which is a great place for an e commerce world and hopefully it is a form where i can actually click it and it dials up if i'm on my mobile device  and i'm looking at your site after clicking on an ad and i can't put the phone number alys get mad but this again is something that we want to be able to try and disengage your mind wasn't there we're trying to trap all away from i saw the ad to i clicked on the ad so i came to your web site to i clicked on your phone number allow your form don't forget that it all started with that and then of course there's the other two conversion that's really easy to measure right the id card if you're in this space where you just wanted someone to buy something in a workshop or all this or at out you could check how many people are actually not just adding to the car which is fun but not amazon cares about not wanting people just added to the cart but how many people checked out with a prop so these are three very simple things that probably all you have a least one or two of you should know your k p i or your with your key performance indicator you should know your data on this you should be able to come to me at the end of the month and tell me how many of these things happen does anyone has anyone in the last year gone down the road where they got this data up and they didn't have before or is anyone in the process right now of trying to get to a point where they know how many actions they got in one of these three bucket no one's doing this how many of you don't know any of those three questions you don't know the answers to any of those three questions that a couple of you are being truthful these are really important right you're starting to see a trend with a lot of web developers where sites are designed with the sales funnel in mind goofy here one of the big problems with the pay digital strategy is that it doesn't work if the house you're sending people to doesn't convert so the typical scenario is hey we spent fifty thousand dollars here it doesn't seem to have the return on investment we want oh sure your website oh well that's probably why right if people don't know what they're supposed to do when they go to your site then how are they possibly going to convert again this is where you can easily turn off the one faucet right you will because your website is garbage if you can't look at your website and figure out what your cell phone was that whole process what pages do you want them to click on what are you trying to get them to do you then pay digital marketing is it going to succeed until you fix that what does that mean so again just picking on our site because it's it's easy to if you don't our site there's a pretty clear and by these three things are the three things that people will want to do and all around campaigns over contact everything we do is focused on pushing people down these three different paths you heard lydian mention her persona so we believe what do you expect you're going to get no conversions on the right you're pouring gasoline on something that can burn in the first place so a conversation you probably need to have with yourself or your team or your boss hate does digital marketing come first or do we need to work on the site is it the chicken or the egg well that's a whole nother conversation if you're not using the google u r l campaign builder you should start this is just a simple tool you've all seen and you click on something and you watch your address bar and a long thing flickers up and then it disappears and you wonder what was that most of the time that was probably this this is how we track from every single channel what's working and what's not working this is how we run a report when things are set frankly on my page channels and then i want to figure out on my page channels i see that google ad words is killing it i've got four campaigns in google ad words what you of those is the source of the most read traffic so this is integrated fortunately into a wad of what we do but it's certainly not integrated into everything that we do automatically so this is one of those tools where you bookmark it on your browser bar you make sure you know how to do it mine so we don't sell you shows these are not supposed to so here's a quick look at our google analytics account and those campaign codes are interesting because i can go inside a conversion if i can look at the goals i have and i could find out how much is it costing me for so one to do the goals that i have signed up so how are we doing here so we have a couple goals set up in this test account we have set up an appointment goal we have a time on the blog post call and you can see a hypothetical conversion rate so you can see how important this is i want to go figure this stuff out all the time in order to know the answer so make sure you're familiar if you're an additional marketing position and you're going to spend the money on digital mark me advertising of any kind you should know what all this is about and that's another three hour conversation that we don't have time for today another tool and they google soup of products free which is awesome so here's to the challenges that people in charge of a pay digital marketing campaign have right now i've got facebook doubt i've got or your marketing director if you're not the director really happy for your client really happy making one of these all of it for the last farmers automate it it's all based on a p i so we go we say hate we're running face connect to the facebook ads platform we're running email marketing go connect to that we're running out on being go connect to that all that data gets pulled in here and this is happening automatic so i'm not spending my time  a digital marketing manager i'm giving you a bunch of numbers many of watch are admittedly going to be vanity metrics right does it really matter that there are four thousand sessions on my site i don't know i guess it's it's a useful piece of information but it doesn't get me to how much money people spend but people want information that falls into their vanity category and it has its its place so bottom line  doing really well with this event let's turn that so this is how we make sure to get decisions as we go down a complex road of paid digital and then just you know a quick look here so you can see conversion rates you could see users if we all back to the first page you go and i intentionally hit from yes we can see the things that matter the most how many people call how many people submitted a form requesting more information about a product those are the two that i put up first because those are the two that i care most about everything else it's kind of it's i see it right everything up this could sure beauty but this is the stuff that really gets me excited so you can imagine every one of you should have a dash for that has something like this on the front of it how many people called how many people emailed whatever it might be for you this anyone feel overwhelmed by not a data day look at on a month to month basis or the amount of data they're supposed to look at right i do you we were study three hours sometimes running a report for a client and now that's all gone it's twenty minutes on insights every many stories are of being overwhelmed by data what are your employers or your or your superiors i suppose or your board what do they want from you as far as data and how have you been getting it so that place to start it's literally bunch of clicking and saying add this add this change this color add this change this color that i'll take you half an hour an hour and there are free templates for it available on the internet or if you do is google all right so as you're looking at that data for european campaigns it's really critical that you don't compare apples to oranges so you've probably heard the same before well this means is you have to have to be cautious that you're not using your careful especially with pay digital campaigns i see people get in on it and they make insights just not true oh well oh that spite that must've been good being leery of what you're looking at be a skeptic of a quick walk through so that you can hopefully go home my hope is that you can go home with this booklet and and maybe make some progress on your digital marketing your pain digital marketing strategy with your team so  these and i'm not going to focus on the ones we've talked about but i want to give you the thirty second view of each of these so you could use up and sell this tool and here is intended to help you figure out your content calendar any pay digital marketing strategy should have a content calendar and if we're really good at this i would have had those in the same order did i do it oh i don't i can't promise i'll keep working that way  this is intended to help you figure out your content calendar this is intended to allow you to divide your channels into three different groups so supper is happening on your website such that's happening in your digital marketing channel specifically and that's related to content so really good tool and what this is designed to allow you to begin is just beginning in torreon everything you're doing whether you're already doing really good and you want to do better or whether you're not doing much and you want to start taking a quick inventory of here's what i've got here's what i don't have is a really good place to be again we won't do well here but hopefully goes without saying that again cont can't fix a failed objective or a season and add can't fix the failed objective right so if you don't know your wife then you're now it's probably going to stink so make sure you know why you're trying to do what you're trying to and also we were trying to figure out what our conversions are and how we're measuring those we didn't get into this one all the way but we did a little bit and we talked about budgets so this is really your constraints what are your team's or your company's constraints ball monetary late we have five hundred dollars a month we have five thousand dollars a month we have fifty dollars a month and time once we have five hours a week we have fifteen hours a week or we have five people working full time every i want to be cheap so these are your constraints this is a really good place to start we're talking this through your team this is an opportunity to have priority order your digital  marketing your pay digital marketing channels right so go back to where we are in the weeds with all those different channels and we say pick two so go pick to help yourself prioritize your leader they are hopefully a long list of things to do something that will help you achieve that list is actually going back and trying to prioritize it together hate we thought we were going to turn on facebook as a google ad words tomorrow but didn't mention that our site is a very good maybe we need to put that at the content budgets we need to get into this one that this would fall into what content are you creating to solve the problems that you know you're trying to solve for this or be in that category of our digital marketing audience that would be a content  is the booklet that we go through whatever we're building a digital marketing strategy and that tends to be up by the hour conversation just with one team of people with one set of objectives so one of the cheerleaders today and be your feedback that's ok one of the challenges we had today we're putting this together was how do we do so that we usually do for one industry one company robots or people at the same time so  let us know did it work or did it not work hey don't take that lightly so i will listen to it and lastly with ten minutes to spare i want to open it up to some questions but before i do that i just want to invite  need to form community hate i mean surely with this what are you guys doing to fix that hate i think i could be better at this what are you doing to be better at this so we have those in grand rapids holland and so if you are looking for some content for your site this could be a good place to start we love to see there i want to open it up to questions if you're really hanging greek and you want to get on here i won't be on sat but i want to open it up and that's how minutes before i keep you out what questions do you have before you walk out of this