2 Implementation Frameworks For Nailing Your Digital Marketing Execution (Updated for 2020)

September 10, 2020 by Will Swayne

Two Implementation Frameworks For Nailing Your Digital Marketing Execution

With all the rapid changes in digital commerce, coupled with the customer acquisition success stories you may have seen, it’s easy to get excited by the potential of digital marketing in your business.

But for several years I’ve observed the pattern where digital marketing efforts start with a hiss and a roar, before running out of steam as you and your team get busy and and preoccupied with day to day operations.

I don’t want this to happen to you.

So let’s talk about two Digital Marketing Implementation Frameworks for ensuring your digital marketing gets done on a steady and consistent basis, all year round.

These are frameworks we deploy at Marketing Results for clients – but the concepts are equally applicable to an in-house team, or remote team.

Framework #1: The Expert Team Model

Framework #1 is the Expert Team model – because digital marketing is a team sport.

Project management framework - digital marketing execution

The same brain that is great at formulating digital strategy is not the same brain that is likely to be a gun at writing direct response copy, conversion-oriented design, split-testing landing pages, implementing marketing automation systems or managing Google AdWords.

Yes, it’s possible to have a strong “generalist” who can do a little bit of everything, but they tend to be very strong in 1 or 2 areas, average at many things, and very weak in a few areas. So you end up with an inconsistent result.

That’s not to say that generalists don’t have their place. The best … Read More >>

Facebook Ad Case Study: 26,545+ More Visitors Without Increasing Ad Spend

July 10, 2020 by Ben Sweetlove

Not every business can measure success in terms of leads and sales. Some clients, like the one in the case study below, are seeking to drive store visits.

Nevertheless, the process of optimisation is always the same:

Measure results
Take action to move the needle
Keep what works and prune what doesn’t
Repeat

Now, on with the case study…

> Client Background

Tuff Turf creates synthetic grass and surfaces for residential, commercial, and sporting applications. The brand is stocked by Bunnings Warehouse and has created an exclusive line of products specifically for the nationwide retailer.

Our brief was to drive more foot traffic to Bunnings stores across Australia by increasing the brand’s digital visibility.

After completing a strategic review (called a Strategy360) we proceeded by:

designing a new website with a Get Your Weekends Back theme
launching Facebook Ads designed to engage with in-market prospects, trigger a store visit and prompt a purchase decision.

> Key Results

Visitors

In Phase 1 of the campaign, we drove 25,349 visitors to the client’s website at a cost of $0.28 per visitor.

These results were in line with our original KPIs, but we felt we could do better. In Phase 2 of the campaign, the campaign generated 51,894 visitors at $0.13 per visitor with no change in ad spend.

This represented an increase of 26,545 visitors (+104.71%) with no increase in cost.

Ad Engagement

In the first half of the campaign, engagement metrics were:

Metric	Phase 1	Phase 2
Post

Here Is Why You Must Use Content Marketing In Online Lead Generation

January 29, 2020 by Ben Sweetlove

In this video, Digital Strategist Ben Sweetlove explains why all modern lead generation campaigns MUST include content marketing.

Video Transcript

Content marketing is critical, to a modern lead gen campaign. And I want to talk about that. I want to pull that apart in this blog post.

So sadly, gone are the days of rapid short term lead gen campaigns where you take a cold audience and you show them a landing page that contains a bottom of funnel offer. So you show them, a hook that says enquire now or get a strategy session or get a consultation, yes, in isolation, cold traffic, you need cold traffic. And yes, you need a bottom of funnel offer, but now you need something in between.

You need to nurture your prospects, you need to provide value to them and build a bond first before you ask them to have a chat with you. Invest time in the start of your sales process. And one of the ways in which we do that, is by using content. So content is a nurturing tool. We use it in a nurturing campaign. So I want to pull that apart in this post here and talk about, exactly why you’ve got to be using content.

So first of all, content increases awareness and maintains … Read More >>

Online Lead Generation In 2020: Are Strategies Changing?

January 16, 2020 by Ben Sweetlove

In this video, Digital Strategist Ben Sweetlove double-clicks on some of Marketing Results’ best online lead generation strategies for 2020.

Video Transcript

So I’ve had some great conversations with clients recently about the cutting-edge stuff. What is working now, and what will propel us into 2020 to ensure that our lead generation campaigns are effective. And when you think about it, the Internet is an evolving environment. Platforms are evolving. The way that we interact with digital platforms is evolving. So it’s important as marketers that we make sure that our strategies evolve along with it.

Now the fundamentals will remain the same. So the core strategy behind what we do to generate leads, that will remain the same. But we do need to modify it slightly to make sure that we are keeping up with, one, evolving platforms and, two, the evolving mode in which humans interact with the Internet and social media.

So I want to talk about some of those strategies that we are employing at the moment. Hopefully you can use these in your lead gen campaigns.

So, the first one is extended nurturing runways, and gone are the days, sadly, of rapid short-term lead generation. So, 18 months ago, two years, three years ago, it was effective to take a cold audience, so an … Read More >>

Video: How does remarketing help business leaders improve online lead generation campaigns?

December 24, 2019 by Ben Sweetlove

In this video, Digital Strategist Ben Sweetlove explains how Facebook Remarketing helps business leaders and marketers increase the performance of online lead generation campaigns.

Video Transcript

Now, one of the biggest problems faced by digital marketers at the moment is that rapid short term lead generation is losing its effectiveness. So back in the day, maybe 18 months, two, or three years ago, it was quite effective to take a cold audience… an audience that is not familiar with your product or service, show them a landing page containing a bottom of funnel offer. An offer which might be a consultation or a strategy session or some offer involving participation from the prospect, which is really the start of your sales process. So that used to work quite effectively, a cold audience to a bottom of funnel offer. Now, not so much. So I think I have some theories on that. I think the endless scrolling effect in social media is reducing attention spans, which is making it harder for marketers to communicate their message to form that bond with prospects.

And also, I think that people are growing in skepticism. They’re being more skeptical about the ads, the messaging that is put out there by anyone who is marketing themselves online, which means a deeper nurturing is … Read More >>

The Four “Golden Keys” For Unlocking Impactful Marketing Messaging

July 25, 2019 by Ben Sweetlove

The written components of your lead generation campaigns — ie. the words you write on ads and landing pages — are FAR more important than your campaign’s visuals or ‘design execution’.

In online lead generation, the things you write — ie. your messaging — is ultimately what creates the connection between your customers and the value you provide.

Your messaging allows you to demonstrate that you understand your customers’ unwanted problems and desired outcomes. Your messaging allows you to highlight your points of differentiation and articulate irresistible marketing and sales offers. It allows you to showcase social proof and tell a compelling story about the desired end state your brand creates. And deliberate messaging can clearly communicate the unique benefits of working with your brand.

Impactful and persuasive marketing messaging is CRITICAL for any effective lead generation campaign. Weak, misaligned, or non-existent direct-response messaging will provide you with disappointing results… so it’s important to craft your messaging foundations before you create ads, landing pages, and other tactical campaign collateral.

In this article, I want to share with you the four core questions (AKA “keys”) we ask when designing direct-response marketing messaging foundations for our clients… and I’ll also give you some additional questions to help you write sizzling, impactful copy.

Design is important too…

As a quick caveat, please don’t get me wrong regarding design — your campaign’s visuals and ‘look and feel’ are very important too. Design conveys quality. Design contains hidden persuasion strategies. And colour choice, image … Read More >>

The Top Five Problems I Find When Troubleshooting Online Lead Generation Campaigns

July 15, 2019 by Ben Sweetlove

In this video, Digital Strategist Ben Sweetlove explains five common problems found in existing, underperforming lead generation campaigns.

Video Transcript

Ben: In my position as strategist, I am in the fortunate situation where I get to peer under the hood of plenty of existing lead generation campaigns. So when a client comes on board with us, most times they will bring along with them the campaigns that they’ve been running in the past, whether that’s on their own, whether that’s via another agency or another consultant, I get the chance to take a look at them and troubleshoot them. So the clients come on board because they’re obviously not getting the results that they’re looking for and it’s now on to us to diagnose, troubleshoot, and then create those campaigns that do create those results.

And over the years, and I have looked inside of dozens and dozens, probably hundreds of campaigns and that’s things like Facebook campaigns, Google Ads campaigns, sometimes LinkedIn campaigns as well, to just troubleshoot them and work out what’s going on. Over the years and via all of those campaigns, I’ve noticed a set of patterns or a pattern or a series of common problems that I find when I do troubleshoot those campaigns. And there are five and that’s what I’m going to … Read More >>

11 Ways To Use Video In Your Online Lead Generation Campaigns

July 4, 2019 by Ben Sweetlove

In this video, Digital Strategist Ben Sweetlove explains eleven smart ways to use video to increase the effectiveness of your online lead generation campaigns.

In the above video, I’ll discuss the following 11 ways to leverage video in your online lead generation campaigns:

Offer Explainer Videos, on your landing pages
Video testimonials
Videos on your thank you pages, to promote the next step in your sequence
Value-rich videos for your email nurturing sequences
Animated gifs for emails (to give a preview of your video)
Video blog posts
Apps like “Bonjoro” to nurture prospects
Indoctrination videos
Animated explainer videos
Email footers – containing link to a video(s)
Webinars

Video Transcript

Ben: Hi there guys. It’s Ben here. Now in this video blog post, I’m going to talk about 11 ways you can use video in your online lead generation campaigns. Now a quick caveat, I’m definitely not going to talk about recording techniques or camera types or software to use. I’m not going to talk about that sort of stuff. I am going to talk about how you can actually use the videos that you record in your marketing, in your digital marketing. So I mean, look there’s plenty of blog posts out there, just you know, run Google searches if you need video editing software, that sort of stuff. … Read More >>

21 Mobile Landing Page Optimisation Best Practices For 2020

March 21, 2019 by Will Swayne

What’s the best way to optimise mobile landing pages like a boss in 2020?

Most marketers used to treat mobile traffic as an afterthought… but those days are long gone.

As much as 52% of global website traffic now comes from mobile devices, as this graph shows:

Percentage of mobile device website traffic worldwide

But here’s the thing:

Even though mobile traffic may account for more than half of your total visitors, optimising your website for mobile visitors rarely gets enough attention.

So if you’re looking for ways to convert mobile visitors into paying customers, you’ll love this post.

Free Template:

Best Practice Mobile Site Wireframes

Take the guesswork out of building high-performing mobile landing pages.
Swipe this framework to convert more mobile visitors into paying customers.

Free Instant Access

No Email Address Required

21 Mobile Landing Page Optimisation Best Practices (With Examples)

High-converting desktop sites don’t always translate into effective mobile sites.

Both share the same persuasion fundamentals, but the execution is different.

I have used examples from BrokerEngine, an automation software provider for Australian mortgage brokers.

You can view their full mobile page side by side with their desktop page by clicking the above image (opens in a new window).

Maximise Real Estate In Your Top Banner

Keep Your Logo Compact.
Most responsive themes default to a full-width logo on mobile devices. Reduce the size of your logo to maximise valuable space above the fold.
Include A Click-To-Call Phone Number.
Click-to-call lets you fast-track buying conversations. (According to Google, 49% of consumers

5 Killer “Above The Fold” Teardowns You Can Use To Convert More Clients

March 13, 2019 by Will Swayne

Above The Fold Optimisation Feature Image

You already know first impressions are important. And there’s nowhere more important than the “above the fold” area on your homepage.

Scroll Tracking Heat Map — *According to eye-tracking studies by Jakob Nielsen, visitors spend 80% of their time above the fold.*

Above the fold is the area that is most likely to get read. Also, the most likely to grab the user’s attention. In fact, an eye-tracking study by Jakob Nielsen suggested that up to 80% of visitor time is spent above the fold.

That’s why simply optimising your User Experience (UX) above the fold can be so impactful.

In this article we’ll look at some above the fold website examples from some recent projects, plus share the underlying principles you can use to optimise this super-valuable real estate on your own site.

Try This Quick Above The Fold Audit

Open up your homepage – no scrolling. Now put yourself in the shoes of your ideal client, and ask these 3 questions:

Where am I? (What sort of business / website is this?)
What can I do here? (How can I get value?)
Why should I do it? (Why should I act?)

If you struggle to come up with compelling answers to any of these questions, chances are you’re leaking customers… and sitting on a golden opportunity.

Let’s dig down further with a few concrete examples…

5 “Above The Fold” Website Examples (And Why They Work)

I’ve applied the same three-question exercise to five recent Marketing Results clients so you can see how this applies to various … Read More >>

Framework #1: The Expert Team Model

> Client Background

> Key Results

Visitors

Ad Engagement

Video Transcript

Video Transcript

Video Transcript

Design is important too…

Video Transcript

Video Transcript

Free Template:

Best Practice Mobile Site Wireframes

21 Mobile Landing Page Optimisation Best Practices (With Examples)

Maximise Real Estate In Your Top Banner

Try This Quick Above The Fold Audit

5 “Above The Fold” Website Examples (And Why They Work)

“Double Your LeadsIn 30 Days”

“FREE DOWNLOAD: The Financial Services Lead Generation Guide”

“FREE DOWNLOAD: The Property Services Lead Generation Guide”

“FREE DOWNLOAD: The Education & Training Lead Generation Guide”

“How To Craft A KillerUnique Value PropositionThat Attracts More Ideal Clients”

“Double Your Leads
In 30 Days”

“FREE DOWNLOAD:
The Financial Services
Lead Generation Guide”

“FREE DOWNLOAD:
The Property Services
Lead Generation Guide”

“FREE DOWNLOAD:
The Education & Training
Lead Generation Guide”

“How To Craft A Killer
Unique Value Proposition
That Attracts More Ideal Clients”