About super awesome marketing course
Tags: Cxl Institute, Cxl Minidegree, Marketing, Cxl Review, Course

Its about CXL growth marketing course.

Here I share a overview of important things I learned this week.

YouTube ads:

the youtube ads course was good. I learned people visit youtube for 3 reasons — 1. to know something 2. to do something (tutorial type) 3. to buy something (reviews, etc).

youtube ads are better than Facebook ads in a way that youtube advertises on intent, that means showing an ad when someone has raised hands that they want help like if a person watches a video of ‘how to do meditation’ then youtube knows that person is interested in meditation and meditation advertisers can show ads to them. whereas on Facebook, it’s about advertising to interest.

you think ‘revenue — cost = profit’, right?

I know that’s true, but the instructor makes this equation fit for youtube ads. the equation for youtube ads is — ‘Revenue — profit = cost’. To put this in simple words, decide beforehand a percentage of profit that will make you happy, and then decide the revenue and whatever comes is your cost to spend on youtube.

but remember, the more profit you take, the harder it is for you to scale your campaign.

do rapid research. some insightful ways are to think about the 5 core keywords. these 5 core keywords are what your customers will be looking to know, do or buy.

type them on youtube, see what comes up, take the top 10 video titles and copy them to your list. do this for each which means 5 x 5 = 25 keywords.

did you know youtube charges you only if someone watches your ad past 30 seconds. (also if the ad is less than 30 secs, you get charged either way)

So you don't want someone who isn’t likely to convert to watch past 30secs. how do you make sure this happens?

here is a super insightful tip:

In the first 5 seconds of the video, call out who this ad is for. now don't go and say “this ad is for men age between 30–40” — Nah!. Rather you should talk in your audience lingo. for example, mostly only a marketer can understand marketing lingo like — CTR, CPC, LTC, etc. so to others that may sound like Greek, but your audience gets it, and most probably only they are gonna watch past 30 seconds.

Influencer marketing:

I have seen many brands do influencer marketing to drive reach. just to tell people that they exist. Well, I have seen many of those brands’ ads and they sound nothing more than a billboard ad — the difference is that brand paid 100 times extra.

So what should be our approach for doing influencer marketing?

Our approach should be to tell our brand’s story that connects with the target audience. everyone loves stories you know. \

one big mistake most brands do that kill their influencer marketing a lot: they don't consult their influencers on how to market to the INFLUENCERS AUDIENCE. just think about it for a moment — the influencer is shining on the web because he knows what connects with his audience and he is producing it and he knows how to produce it. that’s why he is who he is. but many brands think they know better. they think they understand the influencer’s audience better than the person who created it — maybe they do. but it never hurts to ask the influencer for his/her opinion on how the creative should be . let them think about what they will do.

I remember a while ago I was watching a youtube video about ‘John D. Rockafeller’ on ‘business casuals’. In the end when the Youtuber transitioned from John D. to his sponsor ‘dollar shave club’ was way too good. I still remember it and is surely one of the most sticky sponsored ads on youtube.

Linkedin ads:

let’s compare LinkedIn ads v/s google ads (say search ads)

if someone is searching on google I can hardly say if he is a CEO or an intern cause everybody usually searches the same way. but Linkedin is different, here I can clearly say and market to a CEO or CMO if that’s my target audience. and that’s what gives LinkedIn most of its powers.

giving free assets for leads works well on LinkedIn.

key tips:

avoid ‘audience expansion like a plaque’ as it wastes money. dont follow Linkedin’s bidding advice, as they’re just there to take most of your money out. bid as low as possible, start with the floor.

Super insight:

The best conversion boost in LinkedIn comes from sitting down with your sales team and telling them important things like — what ad the buyer has seen before they come, what was the messaging, and tell them these journeys of the prospect so that the sales team can customize their message accordingly.

Account-based marketing:

Sales and marketing alignment is a must for ABM.

to do this you should take a few members from the sales team, a few from the marketing team, maybe a few from customer success, and put them in leadership roles. you want the sales and marketing team to co-own, co-lead and co-plan ABM. ABM should not be another marketing flavor in which you need some sales support. both the teams should work together and co-own it.

There are 3 types of ABM — 1. strategic — targeting one-to-one accounts. 2. ABM lite — one to few account and 3. Programmatic ABM — one to many accounts.

How to come up with the right list for your ABM campaign:

first, the idea of dialing into your dream list accounts is bad.

you should look for accounts for whom you are ideal.

there are many ways to measure success, choose the right measure otherwise you will be measuring the wrong things and will lead to campaign failure.

the most important question to ask is ‘From — to’

where are they now and where do you want to move them’

my views:

all these courses at CXL Institute were very good. full of insider tips.

The courses are long and engaging. I would suggest the CXL team make a way that helps us to keep track of how much should I do today that will help me to complete the course in x time.I know there is a feature for this but is not that helpful.

Either way, the courses are all good, I liked them and learned a lot.