01:04 – Working with hundreds of different businesses
02:33 – 5 principles for doubling your business
05:48 – Best practices in Web design
06:24 – Hook them in 10 seconds
07:23 – What’s the primary action you want visitors to take?
09:16 – Narrowing it down with junction boxes
11:12 – Adding this one box doubles your leads
13:39 – What you want to do with your sales copy
15:55 – A formula for explainer videos
19:38 – Social proof that makes sales super easy
20:58 – Is your site mobile-optimized?
To know and not to do is not to know. [Click To Tweet]
You can’t build a million-dollar business with a two-dollar mindset. [Click To Tweet]
Run your winners long and cut your losers short. [Click To Tweet]
Four magic words: How can we help? [Click To Tweet]
James: So our next guest is actually a homegrown local who’s another under-the-radar genius. Super technically competent, been doing things behind the scenes for huge companies, and has so many skillsets it’s ridiculous for one person. But in particular, conversions is the way that I actually met Greg, so I’d like to introduce Greg Cassar, and please make him welcome. We’re going to finish off for the next hour.
Greg: Thank you, James.
James: Have fun.
Greg: Excellent. Alrighty. Thank you. So in this session, the next hour we’re going to talk about how to double your business using digital marketing, sort of all facets of digital marketing. And then we’re going to finish it off with an example, step by step, of how we tripled a business. And in the unique case study which I’m going to show you, we doubled it in five months and then we tripled it in the following seven months, so up to 12 months.
How the concept came about
So basically, how this has all come about: I started getting good online, I used to work in corporate IT, and people started asking me, “Would you mind doing that for me?” and before I knew it, we were running an agency. We didn’t really even know what it was at the time, but we were running an agency. And then we started getting really, really good at traffic and we started getting really, really good at conversion and we sort of morphed it into a traffic and conversion agency.
And the great thing about running an agency is you get to work in so many different businesses. Like literally hundreds and hundreds of businesses, from startups through to things doing multiple, multiple tens of millions of dollars a year. And so you learn. You learn very, very fast. You also get to manage millions and millions of dollars’ worth of clicks, and you get to run hundreds and hundreds of split tests. So you learn a lot from that.
So what I’m going to show you here, nothing is guessed, it’s all based on hard data, out of our marketing agency, five years of our marketing agency, which we’re just in the process of winding down now. So there’s also going to be no real bright shiny objects, so for any of you in the crowd who are after the next big thing, this isn’t really it. What this is, this is the fundamentals done over and over again, really, really well.
So yeah, not really that exciting but what it is, is just the fundamentals, traffic and conversion, and what to apply to your site. A lot of this, you’ll probably think, “Oh, I know that.” But to know and not to do is not to know, if that makes sense. When you look at all these things, just think about “Do I know that, and am I implementing it in my business?”
Let’s get started with some quick principles that really set up the framework for what you need to do for when we’re getting into the hands-on stuff. So these are principles for setting you up for doubling your business using digital marketing.
5 principles for doubling your business
OK, the first one, I know James is really, really big in this, the 80-20 principle, we use this with every aspect of our business effectively to get a whole bunch more done and to make really, really quick, easy, strategic decisions.
The second one is million-dollar mindset. So I think mindset really is a journey. It’s not like you can say, “Oh, I have my mindset now,” it’s really a journey. One thing I learned from Pat Mesiti, he said “You can’t build a million-dollar business with a two-dollar mindset.” And that sort of really, really stuck with me, and since then I’ve gone and learned NLP and a bunch of other stuff. So I think mindset is so, so important. Because one thing that I’ve found is that you can do everything here, but if your mindset’s wrong, then that can compromise the whole lot.
OK then, thinking about winning offers. So it’s really about math and psychology. I used to think that was all there was to it, but now really I think it’s more about psychology than it is about math.
So what this means is, we talk about the maths part first. If you’re going to spend one dollar, you need to make sure you’re making two or three dollars. You don’t want to be losing money on your offers, you don’t want to be losing money on your traffic. You want to be running your winners long and cutting your losers short. So I think no real surprises there.
And the psychology bit is about who is my exact target market, who is it that’s hitting this page, and what do they really, really want? When we’ve designed some of our best landing pages, highest converting landing pages, they’ve been about, we’ve got into the mind of the prospect and then thought, what the heck do they really, really want? It’s not that politically correct, but it really, really works when designing winning offers.
And the fourth one is speed of implementation. When we were first getting started, we missed a whole bunch of opportunities because we just were implementing way, way too slow. Now there’s great tools out there like LeadPages and OptimizePress and these sort of things that will enable you to build stuff really, really quick. So there’s sort of no excuses anymore, but this really, really makes a difference.
And number five is relevancy plus direct response. And if I look at all the money that we made through the agency, this is probably the thing that’s made the most revenue. What this is talking about is, say for example with search, if someone’s searching for something, that search term needs to be a hundred percent relevant to the ad. And then that needs to be a hundred percent relevant to the page that you take them to. And then on there, you need to be able to take direct response.
So in this case, if I was searching for a retail training solution, going to a page about a retail training solution and then having a direct response where they could quickly, easily call you or fill in that inquiry form. And on that inquiry form, it’s sort of hidden, but down here it says, our four magic words: “How can we help?” So that really, really increased the leads of our businesses and our clients’ businesses when we added that.
A lot of people have “request a quote” and that sort of thing, but that’s too far down the engagement cycle. If you think about it like dating, this is really early on. You just want to say, “We’re here, how can we help?”
Best Web design practices
Alright. So now let’s get into some best practices for Web design. So this is talking about making your website more effective. It says here, Web design that sells, but it’s not just about sales. Often it’s about capturing leads. A lot of this is focused on services-type businesses, so if you’re an educator, a plumber, or an electrician, any of those sort of sites, not really necessarily so much for e-commerce.
So as we go through each of these, just write down whether or not you’ve got it, whether or not you’re implementing it, because that might help you to come up with an action list at the end of it of things that you need to do.