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Here’s the training video to help you understand which mistakes NOT to make, the three parts of a digital marketing cycle and how to implement a coherent, automated marketing strategy for your brand.

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Hi, it’s me, Clare Martin.

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You’ve probably just clicked
through to this workshop

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from a link you’ve seen on Facebook,

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or Instagram, or LinkedIn ads.

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I’d like to say hi, and give
you a bit of an introduction

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to Blue Cactus Digital,

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and tell you a bit about
why we do what we do.

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So Blue Cactus Digital

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is a full funnel digital marketing agency

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for purpose driven brands.

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And that means we’re really passionate

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about working with brands
who put people first,

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the planet first,

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or sharing their profits
for the greater good.

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We really believe that
being totally transparent,

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being totally open,

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and building relationships
with your potential clients

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is the most effective
way to market to them,

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and to convert them and get
them buying your product.

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Building loyalties is
also really important

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because the easiest customers to market to

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are the customers that are
already fans of what you you do.

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So our approach is,

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we call it a circular marketing strategy.

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So we focus on the website
being the conversion point,

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but when people land on your website,

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you really want them to leave
their email address with you

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so you can then go and remarket to them.

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You should also collect data

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that you can remarket to as well,

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through Facebook ads, or
Instagram ads, or LinkedIn ads,

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and then nurture them
through an email funnel.

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So it’s putting together all of those

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different parts of the marketing cycle

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to make sure that they’re
engaging with you,

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that you’re nurturing them,

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and they’re converting
time and time again.

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We don’t call it a secret
sauce or a secret method,

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because it’s not particularly secret.

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There’s no formula to it.

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It’s just making sure
that you are presenting

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the right content to the right people

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at the right time in the right place.

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So your website should definitely
be set up for conversion,

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and that means focusing on
conversion rate optimization,

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making sure that experience is engaging

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and is easy for people to
convert from as possible.

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You want to make sure you’ve
got simple things like popups

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to collect email addresses.

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You’ve got relevant content on the page,

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that’s making sure your customers

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are finding the information
they’re looking for.

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And the reason we do this

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is because we love watching brand succeed.

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And we love matchmaking
customers and brands,

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so that they’re finding
exactly what they want

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when they want it.

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And we’ve been working
with lots of businesses

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in the health and wellbeing
space, in the food space,

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in the public sector, and more,

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who really put people, planet,
and profit sharing first.

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So I really hope you enjoy
this half an hour workshop,

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which explains the principles

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of our digital marketing cycle.

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And I really hope it makes sense to you

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because once you hear the parts,

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they all link together
in a circular strategy,

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we think you’ll see the
results really fast.

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But like anything to do with marketing,

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it’s all about how much you put in,

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how much you understand
that ideal customer,

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how relevant that offer
you’ve got is for them,

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and how you keep reengaging those people

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with valuable content that
they want to learn about.

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So here we go, hope you really enjoy it.

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So we are going to kick straight
off by looking at some of the

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most common marketing mistakes

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I see brands making every day.

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And these could be big brands,

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and they could be small brands,

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but there are things
brands are doing wrong.

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So the first thing that
is so common is that

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once a customer or a potential
client hits your website,

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there is nowhere to collect the data.

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There’s nowhere for potential
customers or clients

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to put their email address in
to hear more from your brand.

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And the biggest issue the with this

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is that you email list

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is one of your most
valuable marketing sources

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because you own that information.

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Unlike social media or Google rankings,

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you own that email data.

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So if someone likes what they see

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and is clicking through
from your social media,

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or your Google search
results, or your Facebook ads,

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and they’re going onto your website,

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they’re showing they have
an interest in your brand.

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So don’t let those people get away

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without giving you their email address.

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Make sure you have a popup
or an embedded email form

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that links directly to your CRM,

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or your email marketing platform,

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and you’re collecting that
data so you can go away

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and then, nurture those customers

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through an email marketing strategy.

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The second mistake I
see is that the content

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across your marketing
channels isn’t in line

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with what your customers
or your potential clients

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are waiting to hear.

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So it’s off key content.

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If your content doesn’t speak
to your potential customers

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or your potential clients,

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you are never going to convert them

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Make sure all your content
solves their problem.

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And the number one thing I
always recommend brands do

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before they even set up
their marketing funnels

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is carefully consider
who you want to engage,

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who your ideal customers and clients are,

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and what your offer is,

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how that differentiates
to your competition.

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And then, you can tailor
all of your content

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around that offer

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and how it solves your
customer or client’s problem.

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The third thing I see
is that ads are boring.

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And this happens so often
where brands just communicate

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what they think the ideal
client wants to see or hear.

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What they don’t think is about
the story behind the brand.

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People love buying from people,

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and presenting creative
and interesting content

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to those people will make
people stop and look,

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and click through to the website
where your landing page is

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and where they can sign up.

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You’ve only got three seconds to engage

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those ideal customers and clients,

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so make sure in the first three seconds

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of any social media content,
or social media ads,

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you are engaging those
customers and those clients.

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Grab their attention and lead
them through to your website.

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The fourth thing is that
there’s no retargeting

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set up in an email funnel
or a Facebook ads funnel.

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So this refers to retargeting people

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once they’ve been on your website,

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once they’ve signed up to your email list.

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If you just let them
come onto your website,

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have a browser around, let them leave,

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and then, they see no
more messaging from you,

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you’re going to lose them as a customer.

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What they should do is they
should land on your website,

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they should give you their email address,

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and then, you retarget them
through email marketing,

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through further ads, and
through engaging them

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on organic social media.

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If you are not retargeting them,

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you’re let in them fall
through the cracks.

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So they’re the four biggest problems I see

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in brand marketing.

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On to the circular marketing strategy.

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So the circular marketing strategy

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takes a few key principles,
that we’ll go into detail later,

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and it allows you to set
up an automated cycle

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where people come into your website,

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they leave their email
address, you nurture them,

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they’re retargeted, they
come back to your website,

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and they buy.

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And that sounds like a really
easy, simple thing to do,

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but what the key is,

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is getting each of your
marketing messages across to them

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on those different
platforms at the right time.

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So the circular marketing strategy

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is the most effective way to
get more customers and clients.

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It focuses on attracting ideal clients,

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engaging ideal clients,
converting and retargeting them

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so they become loyal customers.

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And, it’s all built upon
conversion rate optimization,

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also known as CRO.

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So what is CRO?

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So MOZ, which is one of the
best sources of information

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for anything digital marketing,

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specifically search engine
optimization, or SEO,

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describes conversion rate optimization

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as the systematic process
of increasing the percentage

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of website visitors who
take a desired action,

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be that filling out a form,

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becoming customers, or otherwise.

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The CRO process involves understanding

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how users move through your
site, what actions they take,

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and what’s stopping them
from completing your goals.

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So it’s everything we’re talking about.

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Engaging, nurturing, and
converting ideal clients

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when they take an action on your website.

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People will not buy the first time

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they ever land on your website,

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unless you have an offer
that is totally irresistible.

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They normally convert after they’ve had

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seven to eight touch
points with your brand,

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but that does depend on how
expensive your offering is.

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So your task is to make
it as easy as possible

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for people to land on your website,

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to find exactly what they
need, and then buy or sign up.

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And as I said, that won’t
happen, or very rarely happens,

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the first time someone
lands on your website,

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unless you’ve had lots of PR in the past,

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you’ve had lots of promotion
from outside sources,

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for example, an influencer
has posted about your product,

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it’s very unlikely they will buy

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the first time they land on your website.

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So what you need to do is make sure

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you have an automated strategy set up

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that runs in the background
while you’re concentrating

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on other ways of growing your business,

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or developing your products,
or future roadmaps and growth.

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It should happen automatically.

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So there are three principles

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of the digital marketing cycle.

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The social media as the feeder.

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So social media, whether that’s paid

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or whether that’s organic,

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is feeding through to your website,

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which is the conversion point.

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So email is the way

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that you are going to
nurture those ideal clients.

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You’re going to send
them more information,

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you’re going to educate them,

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and you’re going to tell them
how you can solve their problems.

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You can give them special
offers if you want to,

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and you can make them feel really valued

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and loyal to your brand.

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And then, the website, as
we’ve said in the past,

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is the conversion point.

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And this conversion point
could be where you allow people

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to sign up to hear more from
your brand through emails.

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It could be where they book a call

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to chat to you about
signing up to your service.

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Or, it could be where they hit buy,

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go through to the checkout
and purchase your products.

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So these three principles
we’re going to talk about a lot

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in our circular marketing cycle,

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and I’m going to help you understand

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how you can implement these three parts

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to convert your ideal clients.

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There are also other elements
to this such as reviews,

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for example, integrating TrustPilot

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so people can leave reviews,

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product reviews on each of your products,

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or testimonials if you’re
a service-based brand.

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There’s also lots of
other marketing channels

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that can feed into this.

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00:12:07,960 –> 00:12:10,950
So PR influence and marketing,

249
00:12:10,950 –> 00:12:13,650
backlinks from other
websites if you want to

250
00:12:13,650 –> 00:12:15,920
get involved in guest blogging,

251
00:12:15,920 –> 00:12:17,550
but this training will look

252
00:12:17,550 –> 00:12:20,130
at the core parts of the strategy.

253
00:12:20,130 –> 00:12:23,540
So while all this happens autonomously,

254
00:12:23,540 –> 00:12:26,800
you can focus on the other
parts of your business,

255
00:12:26,800 –> 00:12:30,420
and most importantly, your
brand development and growth.

256
00:12:30,420 –> 00:12:34,790
So that could be you think of
new products and new services

257
00:12:34,790 –> 00:12:37,890
to launch to customers
based upon the feedback

258
00:12:37,890 –> 00:12:42,570
you’re getting from them, or
it could be growing your team.

259
00:12:42,570 –> 00:12:47,570
So setting up the digital
marketing cycle in the background

260
00:12:48,070 –> 00:12:51,720
to run automatically means
that you can always concentrate

261
00:12:51,720 –> 00:12:56,090
on something else rather than
day in, day out marketing.

262
00:12:56,090 –> 00:12:58,700
So where do we start?

263
00:12:58,700 –> 00:13:00,290
We actually start at the end.

264
00:13:00,290 –> 00:13:03,890
We start at the conversion
point which is the website.

265
00:13:03,890 –> 00:13:07,220
So the website is the most important part

266
00:13:07,220 –> 00:13:09,270
of this marketing cycle.

267
00:13:09,270 –> 00:13:11,160
And that’s because it’s where the action

268
00:13:11,160 –> 00:13:12,530
should be happening.

269
00:13:12,530 –> 00:13:16,540
Whether that is people
signing up to an email list,

270
00:13:16,540 –> 00:13:20,860
clicking buy, your website needs to be

271
00:13:20,860 –> 00:13:22,440
the centre of everything.

272
00:13:22,440 –> 00:13:24,390
And this means that every page

273
00:13:24,390 –> 00:13:27,480
needs to be optimised for conversion.

274
00:13:27,480 –> 00:13:31,220
So you want to make sure the journey

275
00:13:31,220 –> 00:13:33,180
from people landing on your website,

276
00:13:33,180 –> 00:13:34,980
whether that’s the homepage,

277
00:13:34,980 –> 00:13:38,810
which is usually the least
important page of your website,

278
00:13:38,810 –> 00:13:40,870
because it’s where people land

279
00:13:40,870 –> 00:13:42,800
if they already know your brand,

280
00:13:42,800 –> 00:13:46,600
if they’re putting your brand
name into a search engine,

281
00:13:46,600 –> 00:13:51,400
or if they are clicking
on a link from an email,

282
00:13:51,400 –> 00:13:52,640
this is where the people

283
00:13:52,640 –> 00:13:54,780
who already know about you will land.

284
00:13:54,780 –> 00:13:57,810
What you really want to
focus on is making sure

285
00:13:57,810 –> 00:14:00,520
that conversion journey is relevant,

286
00:14:00,520 –> 00:14:04,620
whichever page a customer
or a client lands on.

287
00:14:04,620 –> 00:14:07,900
So if they land on a
product page from an ad,

288
00:14:07,900 –> 00:14:12,000
you want to make sure the
experience of that page

289
00:14:12,000 –> 00:14:14,560
makes it really easy for customers

290
00:14:14,560 –> 00:14:18,270
to find out the information
they need to click buy,

291
00:14:18,270 –> 00:14:19,830
add it to their cart,

292
00:14:19,830 –> 00:14:23,540
go through the cart process
and complete that purchase.

293
00:14:23,540 –> 00:14:25,530
If you’re a service-based brand,

294
00:14:25,530 –> 00:14:28,440
you want to make sure that
your services are indexed

295
00:14:28,440 –> 00:14:31,360
in Google so when someone searches

296
00:14:31,360 –> 00:14:33,010
for the service you provide,

297
00:14:33,010 –> 00:14:35,140
they go through to the service page.

298
00:14:35,140 –> 00:14:38,650
Then, from the service
page, they take an action.

299
00:14:38,650 –> 00:14:41,340
And that action might be to book a call,

300
00:14:41,340 –> 00:14:43,700
it might be to find out more information,

301
00:14:43,700 –> 00:14:45,410
it might be to sign up there and then,

302
00:14:45,410 –> 00:14:47,270
depending on your service.

303
00:14:47,270 –> 00:14:49,700
So making sure that conversion point

304
00:14:49,700 –> 00:14:53,950
is easily set up for
conversion is really important.

305
00:14:53,950 –> 00:14:56,883
And making sure the
information on that page

306
00:14:56,883 –> 00:15:01,470
answers the customer or the
client’s query is vital.

307
00:15:01,470 –> 00:15:05,023
Otherwise, they’ll bounce off
without you converting at all.

308
00:15:06,830 –> 00:15:10,900
So the next part of the
conversion cycle is email.

309
00:15:10,900 –> 00:15:13,960
So once they land on your website,

310
00:15:13,960 –> 00:15:18,030
you want them to leave after
giving you their email address.

311
00:15:18,030 –> 00:15:21,260
And this means you can continue to nurture

312
00:15:21,260 –> 00:15:23,270
through email marketing.

313
00:15:23,270 –> 00:15:25,560
So start off the nurture funnel

314
00:15:25,560 –> 00:15:27,290
with an offer they can’t refuse.

315
00:15:27,290 –> 00:15:30,200
And that usually is what
we call a lead magnet.

316
00:15:30,200 –> 00:15:33,110
So that might be a first order discount

317
00:15:33,110 –> 00:15:35,200
if you’re an e-commerce brand.

318
00:15:35,200 –> 00:15:40,140
Or, it might be a white
paper if you are a B2B brand.

319
00:15:40,140 –> 00:15:41,400
It could be a quiz.

320
00:15:41,400 –> 00:15:44,870
It could be anything that asks people

321
00:15:44,870 –> 00:15:47,837
for their email address
before they can access it.

322
00:15:47,837 –> 00:15:50,870
And once you’ve got their email address,

323
00:15:50,870 –> 00:15:52,410
you can send the first email

324
00:15:52,410 –> 00:15:53,840
with whatever you’ve promised.

325
00:15:53,840 –> 00:15:57,330
So that might be the first
order discount or the download,

326
00:15:57,330 –> 00:16:01,520
but then use it as an
opportunity to retarget them,

327
00:16:01,520 –> 00:16:04,340
remarket to them, educate them,

328
00:16:04,340 –> 00:16:07,360
explain to your ideal client or customer

329
00:16:07,360 –> 00:16:10,180
how you can help them
and solve their problems

330
00:16:10,180 –> 00:16:12,280
through four or five different emails

331
00:16:12,280 –> 00:16:14,793
it in that first email funnel.

332
00:16:16,200 –> 00:16:19,850
And those emails should always lead people

333
00:16:19,850 –> 00:16:23,800
back to your website
where you can describe

334
00:16:23,800 –> 00:16:26,030
more about the services you provide,

335
00:16:26,030 –> 00:16:29,933
suggest products they might
like, educate through blogs,

336
00:16:30,790 –> 00:16:35,270
offer more promotions or
reasons for them to purchase.

337
00:16:35,270 –> 00:16:38,180
So they should be bouncing
back to your website

338
00:16:38,180 –> 00:16:40,720
where they can find out more information.

339
00:16:40,720 –> 00:16:44,623
Again, it’s gathering more
data to go and retarget them.

340
00:16:47,440 –> 00:16:50,010
And then next, you want them to

341
00:16:50,010 –> 00:16:51,960
start following you on social media.

342
00:16:51,960 –> 00:16:54,250
So those email funnels and your website

343
00:16:54,250 –> 00:16:57,230
might include links to your social media

344
00:16:57,230 –> 00:16:59,730
where they can see more frequent updates

345
00:16:59,730 –> 00:17:01,430
about what you’re offering.

346
00:17:01,430 –> 00:17:04,130
So again, they might be education posts.

347
00:17:04,130 –> 00:17:06,690
They might be beautiful product pictures.

348
00:17:06,690 –> 00:17:09,930
What you want to do is create
the desire for your customers

349
00:17:09,930 –> 00:17:14,930
to convert by sending them
organic social media posts

350
00:17:15,700 –> 00:17:17,400
that resonate with their lives

351
00:17:17,400 –> 00:17:19,783
and help promise to solve their problems.

352
00:17:21,020 –> 00:17:23,250
This will, again, lead
them back to your website

353
00:17:23,250 –> 00:17:27,880
through the links in Facebook,
Instagram, LinkedIn, Twitter,

354
00:17:27,880 –> 00:17:31,040
where they will then
find out more information

355
00:17:31,040 –> 00:17:32,310
about your brand.

356
00:17:32,310 –> 00:17:36,080
They’re always being reminded
of what your brand represents,

357
00:17:36,080 –> 00:17:38,400
how it can solve your problems,

358
00:17:38,400 –> 00:17:42,883
and how they can benefit
from what you offer.

359
00:17:45,360 –> 00:17:47,340
And then, they will convert.

360
00:17:47,340 –> 00:17:50,420
So as you can see, there’s
quite a few steps there

361
00:17:50,420 –> 00:17:54,650
for you to get that conversion,
but it’s really important

362
00:17:54,650 –> 00:17:58,550
you don’t miss any out
because as I said before,

363
00:17:58,550 –> 00:18:03,550
people very rarely convert
on that first touch point

364
00:18:04,500 –> 00:18:05,360
with your brand.

365
00:18:05,360 –> 00:18:10,000
It does normally take a few
goes for them to convert.

366
00:18:10,000 –> 00:18:14,110
And you do that by offering
them really interesting content,

367
00:18:14,110 –> 00:18:16,950
original content, promoting that offer

368
00:18:16,950 –> 00:18:19,640
that no one else is offering them,

369
00:18:19,640 –> 00:18:22,220
and giving them the
benefits of your products

370
00:18:22,220 –> 00:18:23,753
over the competition.

371
00:18:26,840 –> 00:18:29,650
And then once you’ve got that conversion,

372
00:18:29,650 –> 00:18:32,750
it’s time to build loyalty.

373
00:18:32,750 –> 00:18:36,680
So after this automation
cycle has been set up,

374
00:18:36,680 –> 00:18:40,010
you can then focus on
adding new channels in,

375
00:18:40,010 –> 00:18:41,920
driving traffic to the website,

376
00:18:41,920 –> 00:18:43,400
creating new products

377
00:18:43,400 –> 00:18:46,890
and pushing them to your newly
loyal, faithful customers

378
00:18:46,890 –> 00:18:51,730
and brand advocates,
reattracting, reengaging,

379
00:18:51,730 –> 00:18:53,980
and reconverting more people.

380
00:18:53,980 –> 00:18:56,690
So those other channels, we
spoke about them earlier,

381
00:18:56,690 –> 00:19:01,590
might be a PR campaign
or influencer marketing,

382
00:19:01,590 –> 00:19:05,360
and all the time they
are encouraging people

383
00:19:05,360 –> 00:19:09,040
to come through to your
website, to recommend a friend,

384
00:19:09,040 –> 00:19:10,980
to spread the word about your brand.

385
00:19:10,980 –> 00:19:13,040
And that is how your brand grows,

386
00:19:13,040 –> 00:19:18,040
by getting more people
into this marketing cycle

387
00:19:18,660 –> 00:19:21,180
and getting more data about those people,

388
00:19:21,180 –> 00:19:23,320
getting more people to
come on your website,

389
00:19:23,320 –> 00:19:27,183
to retarget through the
whole marketing funnel.

390
00:19:31,570 –> 00:19:35,820
So once you have this automated
marketing cycle set up,

391
00:19:35,820 –> 00:19:40,150
you’ll have more time to focus
on growing your business,

392
00:19:40,150 –> 00:19:43,500
and more focus to see what really matters.

393
00:19:43,500 –> 00:19:46,080
You won’t be constantly pushing uphill

394
00:19:46,080 –> 00:19:47,720
to find the sweet spot

395
00:19:47,720 –> 00:19:50,980
because there will be new
people entering the cycle

396
00:19:50,980 –> 00:19:52,550
all the time.

397
00:19:52,550 –> 00:19:55,040
And don’t forget that all of these parts

398
00:19:55,040 –> 00:19:56,860
have already been set up.

399
00:19:56,860 –> 00:19:59,470
So when someone lands on your website,

400
00:19:59,470 –> 00:20:01,810
they enter their email
address into the form.

401
00:20:01,810 –> 00:20:04,270
That form then triggers an email

402
00:20:04,270 –> 00:20:07,230
that goes through your
email marketing platform,

403
00:20:07,230 –> 00:20:09,870
or your CRM, and that trickles down.

404
00:20:09,870 –> 00:20:12,180
And you can add lots of interesting flows

405
00:20:12,180 –> 00:20:14,870
into your emailing platform.

406
00:20:14,870 –> 00:20:17,023
For example, the first email might be

407
00:20:17,023 –> 00:20:18,910
a first order discount.

408
00:20:18,910 –> 00:20:21,370
And then, the second email
might split into two.

409
00:20:21,370 –> 00:20:25,040
So if someone uses that
first order discount,

410
00:20:25,040 –> 00:20:26,890
then you can send them a second email

411
00:20:26,890 –> 00:20:28,970
to learn a bit more about your company.

412
00:20:28,970 –> 00:20:31,860
If they don’t use that
first order discount,

413
00:20:31,860 –> 00:20:35,080
you can then remind them
to use it, or, you know,

414
00:20:35,080 –> 00:20:36,670
add the time sensitivity.

415
00:20:36,670 –> 00:20:38,440
So you know, this
coupon’s going to run out

416
00:20:38,440 –> 00:20:41,680
if you don’t use it in
the next three days.

417
00:20:41,680 –> 00:20:44,880
And then, you can add a few
more emails in to educate them

418
00:20:44,880 –> 00:20:46,500
about how you’re different,

419
00:20:46,500 –> 00:20:48,770
how you’re providing a service for them,

420
00:20:48,770 –> 00:20:52,410
how your products solve their problem,

421
00:20:52,410 –> 00:20:55,650
and then, continue to reengage them

422
00:20:55,650 –> 00:20:57,330
through different content.

423
00:20:57,330 –> 00:21:00,870
And there are some amazing
email marketing platforms.

424
00:21:00,870 –> 00:21:03,480
There’s ActiveCampaign for B2B,

425
00:21:03,480 –> 00:21:06,270
there’s Klaviyo for eCommerce brands,

426
00:21:06,270 –> 00:21:07,590
there’s MailChimp for people

427
00:21:07,590 –> 00:21:09,580
who want something a bit simpler.

428
00:21:09,580 –> 00:21:13,660
So there really is an email
marketing platform for everyone.

429
00:21:13,660 –> 00:21:16,700
And that is a vital
part of your marketing;

430
00:21:16,700 –> 00:21:19,530
never overlook the power of email.

431
00:21:19,530 –> 00:21:21,890
Although, you know, there
is problems with emails

432
00:21:21,890 –> 00:21:24,820
going into spam inboxes,

433
00:21:24,820 –> 00:21:27,630
never actually reaching the destination.

434
00:21:27,630 –> 00:21:31,790
The only way that you can
improve deliverability of emails

435
00:21:31,790 –> 00:21:34,240
is by providing engaging content

436
00:21:34,240 –> 00:21:36,300
that makes people want to click.

437
00:21:36,300 –> 00:21:37,970
And the more people click,

438
00:21:37,970 –> 00:21:39,710
the more the open rate will be,

439
00:21:39,710 –> 00:21:41,480
the more the click rate will be,

440
00:21:41,480 –> 00:21:45,223
and the more that you’ll get
that sale or that sign up.

441
00:21:47,090 –> 00:21:49,670
So let’s take a look at the key takeaways.

442
00:21:49,670 –> 00:21:53,720
So number one, set the
website up for conversion.

443
00:21:53,720 –> 00:21:55,870
That is always the first action

444
00:21:55,870 –> 00:21:59,050
I recommend all of my clients do.

445
00:21:59,050 –> 00:22:00,820
And the reason for that is

446
00:22:00,820 –> 00:22:02,920
without a highly converting website,

447
00:22:02,920 –> 00:22:05,630
without a website that
isn’t set up to convert,

448
00:22:05,630 –> 00:22:07,300
you won’t convert.

449
00:22:07,300 –> 00:22:11,990
So getting that sorted, first
of all, is really important.

450
00:22:11,990 –> 00:22:14,350
And then, number two, make sure

451
00:22:14,350 –> 00:22:17,050
that leads have somewhere
to sign up to enter.

452
00:22:17,050 –> 00:22:19,750
And, normally, when a client comes to me

453
00:22:19,750 –> 00:22:23,640
to help them increase
their conversion rate,

454
00:22:23,640 –> 00:22:27,120
the website set up and optimization,

455
00:22:27,120 –> 00:22:30,030
whether that’s content for Google search,

456
00:22:30,030 –> 00:22:34,280
whether that is making the
user experience better,

457
00:22:34,280 –> 00:22:37,320
whether that’s they want
to introduce a new product,

458
00:22:37,320 –> 00:22:39,610
that always goes hand in hand

459
00:22:39,610 –> 00:22:42,340
with an email marketing funnel.

460
00:22:42,340 –> 00:22:45,740
And that includes creating
the landing pages,

461
00:22:45,740 –> 00:22:49,020
and also setting up those emails

462
00:22:49,020 –> 00:22:52,970
in that email marketing funnel.

463
00:22:52,970 –> 00:22:55,460
So number three is nurturing the leads,

464
00:22:55,460 –> 00:22:58,240
and that’s what I mean through
the email marketing funnel.

465
00:22:58,240 –> 00:23:01,490
So one, two, and three are
always the first steps,

466
00:23:01,490 –> 00:23:05,230
and they’re always kind of setting
the foundation for success.

467
00:23:05,230 –> 00:23:09,940
So you should never cut the
corners on those three steps.

468
00:23:09,940 –> 00:23:13,640
Number four is setting up
an email marketing funnel

469
00:23:13,640 –> 00:23:18,460
to push as many leads as
possible to those landing pages,

470
00:23:18,460 –> 00:23:22,010
to then get them to sign up,
and then you can nurture them.

471
00:23:22,010 –> 00:23:23,280
So at this point,

472
00:23:23,280 –> 00:23:26,140
you have people coming
in through your ads.

473
00:23:26,140 –> 00:23:27,780
You also should have people coming in

474
00:23:27,780 –> 00:23:31,410
through your social
media and through search,

475
00:23:31,410 –> 00:23:34,290
and Google ads perhaps if
you’ve opted to do Google ads

476
00:23:34,290 –> 00:23:36,230
as well as Facebook ads.

477
00:23:36,230 –> 00:23:38,710
So you’ve got people coming
through in those funnels

478
00:23:38,710 –> 00:23:41,470
to your website, to your
landing page on your website

479
00:23:41,470 –> 00:23:45,170
where they are signing up to your offer.

480
00:23:45,170 –> 00:23:48,730
Number five is then
retargeting those people.

481
00:23:48,730 –> 00:23:52,700
So making sure that you’ve got
your retargeting ads set up

482
00:23:52,700 –> 00:23:55,600
on social media and on Google ads,

483
00:23:55,600 –> 00:23:57,440
if you’re doing Google ads,

484
00:23:57,440 –> 00:23:59,830
and you’re also retargeting those people

485
00:23:59,830 –> 00:24:01,350
with email content.

486
00:24:01,350 –> 00:24:05,301
Aside from the nurturing
email funnel that is triggered

487
00:24:05,301 –> 00:24:08,140
when people sign up to your offer,

488
00:24:08,140 –> 00:24:13,140
you should also be sending
regular emails to your email list

489
00:24:14,370 –> 00:24:18,660
with special offers,
with educational emails,

490
00:24:18,660 –> 00:24:19,830
with links to blogs,

491
00:24:19,830 –> 00:24:23,190
any PR campaigns you’ve been involved in

492
00:24:23,190 –> 00:24:28,190
to reengage those people, and
to get increased open rate.

493
00:24:30,520 –> 00:24:32,660
So once people do buy,

494
00:24:32,660 –> 00:24:36,707
then it’s time to build their
loyalty through offering,

495
00:24:36,707 –> 00:24:38,700
you don’t have to offer more discounts,

496
00:24:38,700 –> 00:24:41,930
but you can offer them first looks,

497
00:24:41,930 –> 00:24:44,340
or you can ask them for their feedback.

498
00:24:44,340 –> 00:24:46,560
You can make them feel really special

499
00:24:46,560 –> 00:24:48,790
and you can make them
feel like valued customers

500
00:24:48,790 –> 00:24:51,050
to build that loyalty.

501
00:24:51,050 –> 00:24:53,840
And then, number seven,
sit back and relax.

502
00:24:53,840 –> 00:24:56,980
Because once you’ve got
all of these things set up

503
00:24:56,980 –> 00:24:59,560
working autonomously in the background,

504
00:24:59,560 –> 00:25:02,700
you can focus on what gets you excited.

505
00:25:02,700 –> 00:25:05,230
And I’m assuming if you’ve
set up your own business,

506
00:25:05,230 –> 00:25:06,920
because you saw a need in the market,

507
00:25:06,920 –> 00:25:08,950
or you have a passion for something,

508
00:25:08,950 –> 00:25:13,950
that you are carrying out
through your business,

509
00:25:14,470 –> 00:25:16,800
that marketing wasn’t
your number one priority

510
00:25:16,800 –> 00:25:18,930
and that’s not why you signed up to it.

511
00:25:18,930 –> 00:25:22,050
So all of this handles the marketing

512
00:25:22,050 –> 00:25:24,820
happening in the background
through the cycle.

513
00:25:24,820 –> 00:25:27,130
You’ve got people coming in all the time

514
00:25:27,130 –> 00:25:29,640
and you’re reengaging those people,

515
00:25:29,640 –> 00:25:32,830
and you’re getting
those people to sign up.

516
00:25:32,830 –> 00:25:36,410
So this is our digital marketing cycle

517
00:25:36,410 –> 00:25:40,620
that takes perhaps a little
bit of work to set up,

518
00:25:40,620 –> 00:25:43,890
but it really does work.

519
00:25:43,890 –> 00:25:46,940
You don’t have to just
take our word for it.

520
00:25:46,940 –> 00:25:49,913
You can listen to what some
of our clients have to say.

521
00:25:51,260 –> 00:25:52,750
– We’ve been working with Blue Cactus

522
00:25:52,750 –> 00:25:56,590
for just over a year now,
and they’ve really helped us

523
00:25:57,520 –> 00:26:00,940
automate a lot of our work,

524
00:26:00,940 –> 00:26:03,490
sync up lots of different
parts of our strategy.

525
00:26:03,490 –> 00:26:06,050
And they’re really,
really entrepreneurial,

526
00:26:06,050 –> 00:26:08,420
and they’ve really got to know
our business very, very well.

527
00:26:08,420 –> 00:26:11,070
I feel like it really
freed up a lot of our time

528
00:26:11,070 –> 00:26:13,750
for each other, and obviously,
for our clients as well.

529
00:26:13,750 –> 00:26:16,430
And just a lot of that creativity

530
00:26:16,430 –> 00:26:21,170
and flow of how they see
us has really helped us

531
00:26:21,170 –> 00:26:23,363
see ourselves a bit differently as well.

532
00:26:24,300 –> 00:26:26,887
– [Clare] So Jayne from
Organically Epic says,

533
00:26:26,887 –> 00:26:29,327
“Blue Cactus has rebuilt my website,

534
00:26:29,327 –> 00:26:31,977
“making it look even more amazing,

535
00:26:31,977 –> 00:26:34,497
“designing it to convert sales.

536
00:26:34,497 –> 00:26:36,137
“The team has overhauled

537
00:26:36,137 –> 00:26:38,877
“my email marketing campaigns and lists

538
00:26:38,877 –> 00:26:42,267
“allowing me to collect
data more efficiently,

539
00:26:42,267 –> 00:26:45,507
“and worked on many Facebook
ad campaigns for me,

540
00:26:45,507 –> 00:26:49,347
“allowing me to concentrate
on running my business.”

541
00:26:50,800 –> 00:26:53,037
And Lauren Derrett from Wear ’em Out,

542
00:26:53,037 –> 00:26:55,527
“It’s great to work with
Blue Cactus Digital.

543
00:26:55,527 –> 00:26:58,057
“The team is always really responsive,

544
00:26:58,057 –> 00:27:01,277
“always seems able to
prioritise what’s important

545
00:27:01,277 –> 00:27:03,037
“and communicates it well.

546
00:27:03,037 –> 00:27:05,337
“We’ve always been very
happy with the work

547
00:27:05,337 –> 00:27:06,647
“and the outcomes.

548
00:27:06,647 –> 00:27:08,277
“Great part of our team.”

549
00:27:09,200 –> 00:27:13,207
And then, finally, Svetlana
Lelik from Solidamie,

550
00:27:13,207 –> 00:27:16,257
“Clare is so easy to work
with and very hands on.

551
00:27:16,257 –> 00:27:19,077
“You always know you’re incapable hands.

552
00:27:19,077 –> 00:27:23,037
“Clare always finds a solution
for whatever is needed.

553
00:27:23,037 –> 00:27:26,497
“She never over promises
and always over delivers.

554
00:27:26,497 –> 00:27:30,240
“So thankful for all the
hours and headaches saved.”

555
00:27:30,240 –> 00:27:33,080
So where to next?

556
00:27:33,080 –> 00:27:34,900
So we offer two services

557
00:27:34,900 –> 00:27:37,270
that can get you up and
running straight away.

558
00:27:37,270 –> 00:27:38,220
So first of all,

559
00:27:38,220 –> 00:27:42,100
we’ve got our audit to see
where you’ve your customers

560
00:27:42,100 –> 00:27:45,570
and your ideal clients are
slipping through the cracks.

561
00:27:45,570 –> 00:27:50,490
And we’ve also got a
free first consultation

562
00:27:50,490 –> 00:27:52,710
to chat through your barriers.

563
00:27:52,710 –> 00:27:55,400
So why not click on one of the links below

564
00:27:55,400 –> 00:27:59,940
or read our case studies to
see exactly how we can help you

565
00:27:59,940 –> 00:28:04,850
get up and running with
your digital marketing cycle

566
00:28:04,850 –> 00:28:08,820
and get things automated so
you can focus on the things

567
00:28:08,820 –> 00:28:11,230
that you truly, truly love.

568
00:28:11,230 –> 00:28:12,980
So click on one of the links below.

Β 

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