6 Steps to a Successful Persona Driven Cross Platform Multi Channel Marketing Drip Campaign that Works in 2018 Part 2 #430

Ep. 43032 min2018-07-30

A successful persona-driven cross-platform multi-channel marketing drip campaign in 2018 requires six steps: targeting, offer, messaging, channel selection, timing cadence, and measurement, with targeting being the most critical factor.

Cover art for 6 Steps to a Successful Persona Driven Cross Platform Multi Channel Marketing Drip Campaign that Works in 2018 Part 2 #430
Key takeaways
Before you start a successful, persona-driven, cross-platform, multi-channel marketing drip campaign, have a plan.

About this episode

6 Steps to a Successful Persona Driven Cross Platform Multi Channel Marketing Drip Campaign that Works in 2018Before you start a Successful Persona Driven Cross Platform Multi-Channel Marketing Drip Campaign, know your numbers! Join Chris and Aaron for another thrilling episode of the Best SEO Podcast., Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO Podcast has…

Questions this episode answers

What are the six steps of a persona-driven cross-platform multi-channel marketing drip campaign?

The six steps covered in this episode are targeting, offer, messaging, channel selection (email, phone, direct mail, remarketing, AdWords, Facebook, YouTube), timing and cadence, and measurement. Targeting is called the most important step by far, and measurement includes monitoring sales, recorded calls, and download completions.

Why is targeting the most important part of a drip campaign?

Precise targeting means your message reaches only the right people, making even imperfect copy effective. The hosts rate it nine out of ten in importance. With expensive tactics like mailing a message in a bottle at five to seven dollars each, wasting budget on the wrong audience can sink the entire campaign.

What should the irresistible offer in a drip campaign be?

The hosts recommend leading with education, such as a white paper or guide, rather than a discount on services. Education builds trust and authority, lowers the barrier of entry, and avoids asking too much too soon, similar to asking someone to coffee before proposing marriage.

How should you time and sequence a multi-channel drip campaign?

Send a direct mail piece every other week and schedule phone calls either before or shortly after each piece arrives, when it is likely still visible on the recipient's desk. Fit one or two emails or a call in between mail weeks. Use Google Analytics peak-traffic times to pick the best send windows and avoid Mondays.

In their words

Targeting, absolutely the most important thing. If you're going to spend a lot of time and frankly, a lot of money sometimes, you don't have to, but that's where to spend a lot of that time and hone that down.

Host

When you lead with education, you're building that trust, building that authority, and giving them an easy barrier of entry.

Guest

Google to get their PPC started, to get people to get on PPC, they actually use direct mail.

Host
Terms defined in this episode
Brand Mania Marketing
A precursor phase of the drip campaign where ads are placed in front of prospects before they receive their first email, named after the book Build Your Brand Mania.
Racking the Shotgun
A Perry Marshall concept where a provocative or bold offer is made to a room of prospects so only genuinely interested people react, identifying them as active prospects rather than suspects.
Skyscraper Technique
A content strategy by Brian Dean of Backlinko used to generate ideas for strong lead magnets to attract suspects into a campaign.
Custom Audiences
A Facebook feature that allows advertisers to upload an email list and serve ads specifically to those contacts across Facebook, YouTube, and AdWords platforms.
Read the full transcript (6,162 words · 31 min read)

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. My name is Matt Bertram, and we are live. We are both live and recording this time. This is the third time we've actually started the podcast. Welcome back. We're having fun, though. Welcome back to another fun-filled edition of the podcast. This is podcast number 430. And as always, in every podcast, we have a tip. And the tip from our previous podcast is, yeah. Tip, Matt, Matt, get off of my podcast, man. This is part two. Listen to this guy. He knows what he's talking about. This is what we do for our clients. It's awesome. That's right. This is part two of six steps to a successful persona-driven cross-platform multi-channel marketing drip campaign that works in 2018. Welcome back, Aaron. Thank you. I know you had to do a little legwork and kick Matt off of the stage three times. Yeah. He's about to have a baby, so I had to get him out of here. He's got things to take care of. I want to jump into this review right away. We didn't give the tip. Oh, well, let's do the tip. That's right. We want to make sure we do the tip. And the tip is, before you start a podcast, make sure it's live. That's the tip for me. Before you start a successful persona-driven cross-platform multi-channel marketing drip campaign, have a plan. You've got to have a plan. And these campaigns can be incredibly successful, mostly because the targeting is so tight and you're actually hitting the exact right people. And if you don't have a plan, they'll simply fail. Make sure that you subscribe, follow. Boom! All right. So please remember, Aaron and I, we are here in Houston, and we are your results rebels. I'm going to jump into this review right away. This is from Jay Barshup. It is, of course, five stars. It says, Matt, Chris, and their guests provide some incredible, actionable, and compelling content, spotlighting the

coming SEO and content marketing trends, and absolute best techniques to help you effectively grow your business without breaking the bank. I like that. Highly recommend listening and subscribing to the SEO podcast, Unknown Secrets of Internet Marketing. Apparently, we're also really good on long titles. Yes. If you want the knowledge and mindset to get ahead of the curve and reach your overall business goals as a result, you need to subscribe to us. So, man, punch in the face to you, Mr. Jay. Punch in the face. Assuming Jay Barshup, we really appreciate you submitting that review and making it five stars. Five online marketing mistakes that can tank your business. If you've come back, you're probably interested in those five marketing mistakes and how to avoid them. Yes, avoid them. Go ahead and go to ewebresults.com slash SEO tip. Next, we have a really good article today that we haven't created yet. Not yet. We're actually going to talk, like we said in the last podcast, about those six steps that make these campaigns really work. So, we're going to jump into that shortly. Then, to kind of show you what you should be doing with content, then we're going to take that content, turn it into an article. Yes. We'll probably put it on some other podcast. And then we'll turn it on another article and we'll stick it somewhere. Yeah, put a press release and we'll do everything. But you're getting it exclusive before it even comes out. Before it even exists. We would like, if you're in a good position to, go ahead and tweet now. You want to tag us in it. Hashtag SEO podcast. 430. At best SEO podcast. At ewebrezults. At Matt Bertram live. At Chris Burris eweb. You got a Twitter handle? I don't really. I don't have a Twitter handle. I don't really have a Twitter handle yet. Aaron Weathers. You can find me on Twitter. I just don't know my handle. Aaron Weathers. All right. Let's see. So, each and every week, we run a contest. And that

contest works like this. If we get 10 shikos. Share. Like. Follow. The hearts on Facebook. First off, if we get 10 shikos, we just got something for you. Shikow. Shikow. Shikow. Shikow. That's the sound. So, we've decided. Because everybody around eweb is like, I like Shikow. And I'm like, that's great. Still, I like shikos. So, the task is to go shikow. And when you shikow us, you get a shikow. It's a punch in the face. Oh. With the little bubble. It kind of sounds like karate, though. With the bubble that says. Okay. A karate shikow. With the bubble that says shikow. Shikow. Yes. The bubble's on our website. So, we did, in fact, get 10 shikos or shikows. And this is going to be a hard transition for me. I got to admit. We'll get there. We'll get there. This is going to be a hard transition. And we also got a review. So, what we're going to do is we're going to leave that piece where we tell you how to leave us a review and connect with us. We're going to leave that towards the end. I don't even think we did it last time. We didn't. We gave them a treat last time. You deserved it. If you're looking for a free website analysis, you can get that on our website. Go ahead and go to ewebresults.com. I didn't get any news for today because I know we got a big, long article. And we've got lots to do. And we skipped pieces the last time. Oh, news. You can't submit Google URLs to Google anymore. They kind of hid the link. So, you can no longer submit Google URLs to Google. Yeah, so when you used to submit them, you used to be able to type in Google URL submit. And they have the bar right there. You just submit, put your URL in, and click submit. It was an easy process. Now, they removed it. It was like a couple days ago. There's some super ninja process that our SEO

team does in Webmaster Tools. Oh, okay. Yeah. So, they just make it a little bit harder for us. Is that another tip Google uses? Is that another tip? Or is that something else? Yeah, that's something else. See, you may have noticed if you're on YouTube and you're actually watching the video. Hi. Thanks for joining us, by the way. That we're looking over to our left. We actually have our whiteboard over there. And we've got all this podcast laid out over there. So, we're kind of pulling it off. And Aaron snuck in a note that was, I was like, maybe that's a tip. And apparently. It will be a tip during this podcast. Oh, okay. Cool. All right. So, here we go. We've got to pick up a little bit where we left off. Again, six steps to a successful, persona-driven, cross-platform, multi-channel, marketing drip campaign that works in 2018. First off, what is kind of the overall structure? And so, we've got to go through this real quickly. So, then we can then jump into the meat of this podcast, which is about what are those six steps and how do we make it happen. So, really a multi-channel, cross-platform, marketing drip campaign is these components, right? So, and we always start with brand mania marketing. I mean, you've got a list. It's got email. And if it's got email, then you can start what we call brand mania marketing. Punch on the face to Matt for his book, Build Your Brand Mania. Which you can get at buildyourbrandmania.com. Right. And so, what that is is, hey, you're actually getting a couple kind of precursor ads in front of people before they even get their first email. Yeah. The first email is maybe like, hey, pay attention. We've got a mail piece heading to your direction. Right? Yeah. And maybe a tip. It depends on what you want to put together. We're going to talk about that a little bit in this podcast. Next is a phone call. Hey, did you get my email? Also,

verifying information, just making sure everything's right. Confirming it, yeah. Yeah. Actually, you remember, this was like a couple weeks ago, but somebody called a client and they told them they were looking to submit an order or whatever. Right. And the client gave them the right email. What email do you need? They gave them the right email because they wanted to quote unquote submit an order. Found out it's a sales call. They're just trying to find the right email. They're doing the information phishing. Yeah. Not in a bad, well, it depends on your perspective. Yeah. But not in the theft way, but in the sales way. Right. So that call is, hey, we sent this email. Let me confirm some information. Pay attention because we just mailed you something really cool. And when you get it in the mail, you're going to know exactly what it is. Right. So the next step, that mail piece. I think the one that stood out for both of us was, and is it a website, 3D mail, or is it just a book that you got, the 3D mail book? Oh, yeah. There is a website, 3dmailresults.com. There you go. So the one that stood out for us is a message in a bottle. So literally, they mail the bottle, and then you've got this message in it. So we were talking with one of my business partners, like, I hate getting mail. I wouldn't send mail. And they're like, well, what about a message in a bottle? He's like, oh. Yeah, that's cool. Oh, yeah, I would pay attention. Probably open that. And he was even like, make sure you don't mail too often. I'm like, what if the next day you got a Rubik's Cube and it was talking about, has accounting puzzled you? Oh, that would be cool. Yeah, right, yeah. And if you've got the right mail piece, then it's going to keep their attention. Yeah. Get that mail piece out, and then schedule another call. Hey, I told you we're sending something really cool

in the mail. Now it's arrived. All right, what do you think? Do you have any questions? And then you just start this over again. There's an email, phone call, mail piece, email, phone call, mail piece. And all the while, you've got remarketing going on. So if off of those emails are getting to your web page, then you've got emails going on. Also, if they decide to engage with you on any level, you can actually have another one of these same type of campaigns. Segmented out to, you know, people who you can start, quote, unquote, selling to, soft selling. Yeah, so they're on a slightly different path. Right. A little bit of information. All right, so great. You guys understand the concept. Let's really jump in and talk about what do you need to do to make it work. Step number one, not only is it step number one, it is by far, would you agree? The most important part of the entire campaign. Without a doubt. And so let me give you, so what it is, let's give it to you. It's targeting, right? You've got to get that targeted list. I'm going to give you an example. Let's say you've got some sort of a small poster, and you're trying to sell dental marketing services, right? And you set that poster in the lobby of a hotel. Is it possible that a dentist will walk by and might be interested in your service? Possibly. Absolutely. Possibly. Along with another 1,000, 3,000 people. People who don't care. Who aren't dentists, or are dentists who don't care, or... Who are kids. Who are kids. Knocking over the signs. Yeah. Who are my kids. Yeah. Oh, sorry. Sorry. As I'm picking it up, I'd be like, this is a really bad place for this. Why is it even here? So imagine that. That's in the lobby. Now imagine you go and you put it in a conference room where there's actually like a dental accounting training going on. Yeah. That's targeting. Exactly. These are the people. Even

better would be like a dental PPC campaign if you're selling SEO. Right. Right? So they're training, excuse me, a dental PPC training event, and your billboard or your little poster board is about dental SEO. Yeah. Targeting. We say it's out of... One out of 10, it's a nine. Yes. It's a nine. It's that important. And so a lot of times with the targeting, you can get lists from a lot of different sources online. One thing on Facebook, Facebook is like, it's Facebook mania to a degree. Everybody wants to put something on Facebook, run Facebook ads, all these different things. Everybody's promoting it. But the thing about Facebook a lot of times is, especially right now because the data breach, the Cambridge Analytica data breach, Facebook is pulling a lot of that targeting off of their platform. So you can't get a specific. Right. You can't get a specific. They're taking the incomes off of their, they took ethnicities off of their a while back, but people are still trying to run traffic on Facebook and it's just like setting up that billboard when they're walking through the hotel and it's just going to a lot of cold traffic and not getting a lot of good conversions. So you no longer have the ability on Facebook to stick it in that one conference room that you want. It's sitting in the lobby. Yeah. Or sitting in the hallway where they're kind of walking in. And Facebook is taking a lot of stuff for it. Or at least maybe it's in the lobby, but there is a dental conference going on. Yeah. You couldn't make it into the room. But it's right. It's not optimal. So targeting, absolutely the most important thing. If you're going to spend a lot of time and frankly, a lot of money sometimes, which you don't have to, but that's where to spend a lot of that time and a lot of hone that down, especially when we start talking about these campaigns, you're mailing a bottle. Right. It's not cheap, right?

It's not the 50 cents postcard. No. Five, six, six bucks, seven bucks. So when we're talking about targeting, if we're talking in more detail, you want to know what position the person- In the company. Yeah. In the company. If you're a B2B, what zip codes, how much the company makes, how many employees they have. Maybe you mail it to a couple of people in that company. If it's a person, you don't only want to know, oh, they're married and they have kids. You want to know how long have they been living in their house, how many kids do they have, how many cars do they have, do they have a business. All these different things are extra sniper-like techniques that you can use, but they're super important. And think about it. If you get a list like that, that's perfect, your perfect audience, imagine how more powerful your marketing will be, even if it's not perfect. Even if you haven't really written everything right, which brings us to the next thing. Right. Right, right, before writing it, you got to know what you're going to offer them, right? And I talk about target offer copy a lot. In this case, this offer is a little bit different. So it's not, the offer isn't, hey, 50% off of our services. That's not the lead. Actually, you might get into it in the campaign. You might make that offer at some point after you've built some rapport with these people because you sent them a bottle and a puzzle and a puzzle piece or whatever. But that offer is really about getting them to raise their hand. And Aaron's got a really aggressive example. Yeah, so I got this from Perry Marshall. Punch in the face of you, Perry, if you're watching. He calls it racking the shotgun. So you basically, the metaphor is you're racking a shotgun in the room. By the way, we don't recommend that you walk into a room and rack a shotgun. At all. Just throw a man out. Never shot a

gun. If you racked a shotgun in a room, the people who perked up are, in his example, they're marks. In your example, they be people. I didn't even hear that. It's pretty worse. So they're marks for marketing. And they perk their ears up, and that means they're interested in your service. And so you're basically finding out who's interested with your offer and the people who respond in any way. If it's an email, they click. If it's a direct mail, maybe they call. Maybe they respond to your text. If they respond in any way, then you move them to the next step from the cold audience you're kind of running it to, and you move them through your process. And really the whole goal is get them to raise their hand. Exactly. So those people who react to that shotgun rack are the ones who are kind of raising their hand and saying, hey, that's interesting to me. I'm officially now, I'm not just a suspect, I'm a prospect. Right. Exactly. Good words. So that's really good. And I've got a kind of kinder, gentler one, but I'm good with a shotgun and the target. We're the results of rebels. So I'm trying to understand, when you walk into a room and you rack a shotgun, what does it mean for the people who don't move? Anyway. His example was actually in Vegas in a loud casino. Right. Oh, because they're so focused on gambling. And wasting their money. Where they can hit, like, who do you speak of? All right. So you've actually got this, you know, they're raising their hand, and what are they raising their hand? Did you get into all of that? Because I think I zoned, I may have zoned out. Oh, to the, to the offer. Yeah. So to the offer, you want to make sure you're making an irresistible offer. This can be education. We like to start with education because education builds you up as an authority in your niche. Somebody who just sells services is at the

bottom of the bucket in competition because they don't have that trust and they don't have the authority. But with the education. It's too big of an ass. Right. Yeah. Right. It's too big of an ass. So when you lead with education, you're building that trust, building that authority, and giving them an easy barrier of entry. A lower barrier. So it's much easier to say, hey, give me your email for this white paper than it is to say, give me $2,000 cash for this service. Right? Yes. Definitely. And you gave the example in the last one, which was like, you just don't go in a bar and walk up to people and say, will you bury me? Yeah. That just doesn't work. Have you tried it? Because you sound that very confidently. I might have tried once. But it's services like recurring. We're in marketing and we handle clients' campaigns every month. Right. We've had clients for five years. So, I mean, people are getting diverse pretty quick these days. But five years is a long time. And so if they're going to invest with you or spend their quote-unquote business life with you, you want to start that conversation and ask them, you know, can I buy you a drink? Can we go get some coffee? Yeah. And that's what that irresistible offer is, education. We're putting out offers. Actually, on the site, we got 101 SEO tips that you can catch. You have to find. You have to search for it. But maybe we'll put that out. Mini guides. Yeah, mini guides. Resources or something. It's under the resources tab on our website. Yeah, but those are really good lead magnets. You can use something that's called the skyscraper technique, which is by Brian Dean from Backlinko. It's a great tool you can use. And so you can use that to generate some ideas on getting some good lead magnets to your suspects. Awesome. All right. So we've got targeting. We've got offer. And next is actually the messaging. So I'm going to say,

so if you've got, imagine you've got this room. Let's say they're there for PPC education. And they've actually checked the box. And I'm talking about the dentist going into that particular room. Right. They check the box that, yes, I want to spend money on marketing. No, I don't want to do it myself. Like you've got all of these things. And they're really the ideal people. The messaging doesn't necessarily matter that much. Right. Right. It's the thing that you can tweak. And you can usually squeeze like three. Like you can totally mess it up. Let's not get that wrong. Right. But if the targeting is right and the offer is right, it's basically irresistible. Yeah. That's more than half of the battle. It's most of the battle. Yeah. And then at this point, it's like, okay, just don't mess it up with the copy. Right. Make sure you've got images that make sense. Make sure that you've got text and keep the misspellings out of there and make the right grammar and all that. And make sure that you talk about the customer more than you talk about yourself. Yeah. That's one really good tip. That's a pro tip. Yeah. That is a pro tip. Make sure you're talking about your customer. Make sure you're saying you. You want to elicit emotions and not just talk about your features. You want to talk about benefits and emotions, how they will feel when they get your service, and what they'll get after that. Yeah. Absolutely. So that's messaging. That's actually pretty short. Next is where are you going to market? So we've kind of identified some places. So the main places are email or text. Actually, I mentioned that today. We mentioned it in the last one. Then the phone call. Right. And then the physical mail piece. Those are a given, right, in terms of these persona-driven, cross-platform, multi-channel marketing campaigns that work. Right. Right. Those are the givens. The next thing is, okay, let's say somebody gets that first email. We've got two phases of

this. One of them is we've got the brand mania marketing, which is, hey, I got the email list. One, can we still upload that into Facebook and market to them? Yes, you can still upload your Facebook. Okay, good. To your Facebook, custom audiences, YouTube, AdWords. Upload that list to all those platforms so you can hit them everywhere they're at. And even before they get that first email. So maybe they see some of that and they engage with you. And by engage, I mean they visit your website. So you want to do remarketing. So you've got all of these channels that we're using. And in terms of remarketing, same thing. Right. Your list, Facebook, YouTube. You want to make sure that you've got pay-per-click campaigns for relevant searches. Because really, in this process, you're going to be generating demand, right, from those people who maybe weren't ready to buy right away. Now they're becoming ready to buy. They want to do some more research because you put it in the back of their head. Right. And so you've just got to make sure when they go to do that research, you're showing up. Yes, definitely. So where? Mailbox, email, AdWords, Facebook, YouTube, phone, text. All of them. And then remember on AdWords, there's so many places on AdWords. Display. Mobile devices. Right, mobile devices, tablets, desktops, laptops. But again, and again, email, phone, mail piece. Those are the keys. Quick thing about mail. Anybody out there who's doubting direct mail, if you sent out a postcard and it actually didn't work. Funny thing, Google, to get their PPC started, to get people to get on PPC, they actually use direct mail. Crazy, right? Okay. Google used direct mail to get people to use PPC. And actually... I feel like that's enough said, right? Right. That's like, yeah. If Google's going to use direct mail to encourage PPC, then direct mail works. Yeah, and actually, this is, I know some family member who actually sells Google Fiber, you know, the internet service? Yeah, yeah, yeah. Door to

door. Yeah. He does that right now. Yeah, they're not doing it online. They're doing it door to door. So, actually, they probably should be using, I don't know, a persona-driven cross-platform multi-channel marketing drip campaign. That works in 2018. And, last piece on the direct mail, a lot of businesses out there, if you're a business, you probably got a Google beacon in the mail. Clients have been asking us about that. We got a beacon in the mail, too. We're doing all the research on that. We might do a podcast on that in the future, as well. Yeah, yeah, it's just a little round tube. Yeah, they said the battery lasts forever. I feel like it doesn't do much yet, because we're not using it. Right. All right, so we got one, two, three, four. Now, we're getting into number five, when, right? So, this is really going to be, like, the cadence. It could also be when, actually, seasonally, right? So, here's one thing. There's a couple parts of the year, if you're trying to market to accountants, when you probably shouldn't start your campaign, or should even skip that month, because the account, I literally, I was in a networking group. We were trying to do some recruiting, and we were knocking door to door, and it was right at tax season, and I walked into the accountant's office, and this lady looked like, she could have been, like, her hair was hanging down, she was all sweaty, and I was like, we're, it's tax season. That's all she said. I was like, we'll be back. Right. And we just walked out. So, there are, when is actually important. Yeah, timing. When these things go out, but in general, it's more about, kind of, the cadence, the frequency that you want to be sending these out. Mm-hmm. You have any thoughts on where, what you might be adjusting? I mean, one of the phone number, like, if you're going to make a phone call, you want to make it pretty quickly after the emails landed,

after the mail pieces. Yeah, so, direct mail, you probably want to, you want to email, or you want to mail a direct mail piece every other week, and have a phone call either preceding or after that, because after your direct mail piece, you're sending a message in the bottle, rubies, queues, shredded money. I mean, it's going to be fresh on their mind, and a lot of times, whatever it is, is going to be still visible to that person. On their desk. To them. Right, on their desk. So, you say, hey, did you get that message in the bottle? It's probably right in front of them. Yeah. And so, they'll remember you a lot. As far as spacing it out, typically, if you're sending a direct mail piece one week, maybe next week you send one or two emails, or a phone call, but not all three of them in the same week. Yeah, I would agree with that. Right. Because, so you're starting the phone calls, and after they hear, let's say, maybe they don't answer the phone the first couple times, or maybe you don't get into the decision maker, because you've got to get past the gatekeeper. Maybe you don't get into them the first couple times. After one direct mail piece, two direct mail pieces, a couple emails, eventually, you're going to get to talk to the person you want to talk to. So, you're sending them every other week on the mail pieces, and then in between that, you're having phone calls and emails. Yep. Yep. So, and you want to play with it, and in fact, when you're sending an email, so this really, and we've done, I don't think we've done an entire podcast, but we've certainly talked about this in the past, where like, hey, if you look at your Google Analytics, and you figure out what day of the week, and even what time on the day that you're busiest, that's clearly when people are thinking about what you do, for whatever reason. It's some sort of

pattern, right? And so, that would be a really good time to send an email. Send an email, do a phone call, pro tip, this is with like calls and stuff, you know, Fridays, times like this, people are ending their day, they're happy, you can give them a call, shoot them an email, lunchtime, or actually before office hours. Yeah. Sometimes you can answer. That's best for calls. Yeah, best for calls. Sometimes not best for emails, because they may have piled up. Definitely, definitely piled up. Definitely not on Monday. Don't send me anything on Monday. And probably don't, like all Monday, really, and then maybe not phone calls, but yeah. Yeah. So, kind of understand your Google Analytics can give you some good guidance on when. All right, and number six, again, this is six steps to a successful persona-driven cross-platform multi-channel marketing drip campaign that works in 2018. Yes. Measure. As always, we talk about measure. Don't throw money against the wall and see if it sticks. Right. Measure, measure, measure. So, the reason it's so important is, hey, you may put all this together, and if you're measuring, you're going to have an idea of, hey, where's it? By the way, I'm just going to tell you this. It's not going to be perfect the first time you put it together. Right. And don't, also, don't go crazy about, oh, should I send a, is a phone call perfect right here? Is an email perfect right here? Just make sure you're sequencing it out on a good basis, and you're good to get it going. Yeah. And so, hey, maybe things are breaking at this point. Maybe people are raising their hand, right? But no one's calling because they never got the file that they were supposed to download because something was broken. So, you're measuring and saying, hey, lots of people are clicking through and getting to this page, but nothing's happening after that. They're not actually downloading it. The follow-up phone calls are a great way to kind of manage that and understand

what's going on. But measuring is important, like, with everything that you do in internet marketing, and that is not different with these, you know, marketing drip campaigns. Yeah, at all. And the last thing you want to measure and the most important thing is are you getting sales? Whoever you're sending it to, are you getting sales at the end of the day? If you're not getting sales and you have a really good target because you're supposed to spend most of the time on the target, if you have a good target and you're not getting sales, it's this middle piece that you have to examine, right? If people are coming in and clicking in and getting the offer, then it's probably your sales team and your phone calls and your scripts. I cannot tell you how many times, you know, we've gone into a client's office. We're like, hey, we're excited. We've got this great data. Look how good we're doing. We've delivered these forms. We've delivered these phone calls and really just account at that time. I'm like, yeah, but we're not getting any business. Well, let's pull up and listen to some of these phone calls. Ooh, that was a bad phone call. Ooh, yes. That was not handled according to my script, right? Scripts are really, by the way, that can be the difference in any one of these things as you're doing these phone calls and as your sales team is actually going through the sales process. Make sure you have scripts so that they can follow them. One of the benefits of scripts is, one, it's easier to train new people. Definitely. And two, as you tweak the script and hand it out to everybody, you can actually get improvements in sales and know, hey, last time I changed this word in the script and that was able to generate an additional 5% of sales. And so it just gives you the tools that you need, again, so that you're testing and measuring and improving. Right. And pro tip, make sure you're

taking notes after your calls and your emails. You want to make sure you're keeping, in your CRM or whatever it is, make sure you're keeping little tidbits about the people you're talking to, what they respond to, their kind of attitude. We kind of log them on their disk profile a little bit. We're trying to put them in a category so we can better understand them better. Also, you're listening to the recorded phone calls like you said. Because taking notes is important. Yeah, absolutely. All right. So that wraps up. By the way, who is this good for? This is good for B2B because you have a high ticket price. Remodelers, dentists, financial advisors, all these plastic surgeons. All these niches it's good for and that's a lot of businesses out there. Yeah. And recurring, definitely. Yeah. And big ticket price items. Definitely. Yeah, big ticket items. All right. So that really kind of wraps up the podcast. So if you like this podcast, we're going to ask you to do one simple thing. Go ahead. Thring. I'm just going to like, we'll be through it in this. Thring. Go ahead and tell three people about this podcast. Let them know that you really appreciate the content that we're generating, putting out there. We do that for you. If you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. Call eWebResults for increased revenue in your business. 713-592-6724. This is where I am actually going to tell you how you can connect with us. We're really driving reviews right now on Trustpilot. And you can get to that by going to eWebResults.com slash trust. Here is how you can connect with us. Our Twitter. You can find us on Twitter. Twitter.com slash. EWebResults. You can find us on Facebook. Facebook.com slash. EWebResults. You can find us on Instagram. Instagram.com slash. EWebResults. And you can find us on YouTube, which unfortunately happens to be eWebResults.com slash. What? YouTube. Yeah. YouTube. Because they wouldn't let us get our link. They would not

let us get that back. They don't even respond. Yeah. They just fell off the face of the earth. Hey, if you have a referral. So that's somebody. By the way, we did have a question again this week, which was. That was an interesting. What was that? Yeah. I feel like. I think it was from. Yeah. It was from the update. We had an interesting phone call. Do you guys do websites? Yes. We do websites. Maybe they don't listen to the end of the podcast. Maybe we need to do this at the beginning. If you have a referral, they need website, they need PPC, they need SEO, send them to us. They pay their bill. We'll pay you. That's our referral point. Straight cash money. Please remember, we are filmed live here at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. You can get a transcript, video, and audio of this podcast at our website, eWebResults.com. We are the number one internet marketing podcast on iTunes. That is because of all of you all. Thank you so much. We really appreciate you. Punch in the face to all of you. Until the next podcast, my name is Chris Burris. My name is Aaron Weathers. Bye-bye for now.

This episode answers

Matthew Bertram, host of The Best SEO Podcast
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint

Matthew Bertram is an AI keynote speaker, creator of DIG® (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.

Related episodes

Ep. 534 · 29 min · Transcript

3 Ways To Optimize Internal Linking Ep. 534

3 Ways To Optimize Internal LinkingPoor internal link structure can end up harming your site's rankings. At SMX Next, Jonathan Epstein showed how…

Agency & Business Growth

The show explains it. EWR Digital does it.

The Best SEO Podcast breaks down SEO and AI search; EWR Digital, the agency behind the show, implements it for operators. Start with a free, no-pitch audit of where you stand in Google and in AI answers.

Get a free AI visibility audit