A
ad copy, 97, 99–102, 108–109. See also content
ad testing. See testing
advertising campaigns, 97, 99–102, 198–201. See also retargeting
advertising on Facebook, 95, 99–102, 123, 145–149, 188, 229–230, 232. See also Facebook
Amazon, 96–97
Ash, Tim, 260
attraction, 290–294
audience. See target markets
author ranking, 187
authoring books, 247–248
authority positioning, 20, 116, 120–121, 124, 151, 153, 188–189. See also celebrity positioning; expert status
Auzoux, Yann, 275–276
B
best customers, 67–71, 328, 331–332. See also engagement; follow-up; ideal prospects; relationship building
Bezos, Jeff, 96–97
blog campaigns, 320–324
blog links, 167–170
blogs
automating publication of, 196
brand voice for, 191–193
developing supporting content for, 194–195
effectiveness of, 21–22, 190–191
engaging target market with, 196–202
goal setting for, 189–190
publishing content for, 196–197
search and, 186–189
social media posts and, 195–196
themes for, 193–194
weekly subtopics for, 194
bonus gifts, 249–254
boosting posts, 97
bounce rate, 187–188
brand voice, 191–193
branding, 37–42, 47–50, 116–118
Buck, Shaun, 207, 229, 334–335
buying behavior, 141
C
calls to action, 102, 131–132, 151–152, 223–227, 287–289, 297–298, 317–318. See also instructions in offers
capturing contact information, 18–19
celebrity positioning, 45–52, 151, 330. See also authority positioning; expert status
Chanhassen Fitness Revolution, 198–200, 304–307
click-through rate (CTR), 108–111, 132–134, 187
cold leads, 141–142
compiled mailing lists, 255
content. See also engagement strategies
automating publishing of, 196
clarity and conciseness in, 101
conducting research for, 194–195
effective, 179–186
email, 128–130
humorous, 172–173
ineffective, 220
links in, 102
micro-commitments and, 32, 200–202, 251
mistakes made with, 180–183
monthly themes for, 193–194
proofreading, 188
publishing, 196–197
rewards in, 101
social media posts, 195–196
usefulness of, 197
visual, 152–155
weekly subtopics for, 194
your own vs. other people’s, 51
contests, 87–92
controversial content, 101, 173–175
conversion, 285–301
audience attraction in, 290–294
direct mail campaigns in, 232
establishing rhythm in, 298–301
Facebook Custom Audiences in, 232
follow-up strategies in, 231–232
free offers in, 225–226, 295–297
monetizing relationships for, 294–295
opening doors for buyers in, 256–258
tracking behavior data for, 34–36, 298–299
website building for, 285–290
conversion rate optimization, 261
credibility, 46–47, 103–107, 128, 170, 197, 244. See also proof; trust
CTR (click-through rate), 108–111, 132–134, 187
Custom Audiences, 142, 144–145, 202, 232. See also Facebook; retargeting
customer lifetime value, 261
customer retention, 217–219. See also relationship building
customer-centric systems, 227
customers, best, 67–71, 328, 331–332. See also engagement; follow-up; ideal prospects; relationship building
D
Deiss, Ryan, 249
demographic targeting, 58–67, 93–95
direct-response marketing. See also email marketing
direct mail campaigns in, 232
Facebook ads and, 100–102
follow-up in, 213–217
mailing lists for, 254–257
online lead generation and, 211–213
print newsletters in, 205–211, 219–221, 291
rules in, 16–19
social media and, 1–3
discount codes, 83–85
Disney Parks, 214–215
distractions, 122–123
divers, 141
dual messaging, 142–144
E
ebook authoring, 247–248
email marketing, 127–140. See also direct-response marketing
calls to action in, 128, 131–132
consistency in, 137–138
content for, 128–130
deliverability of email, 133–135
disadvantages of, 137
email open rates, 134–135, 139, 213
engagement in, 130–136
mistakes made in, 127–130
offers in, 135
planning, 136–138
post scripts (P.S.) in, 135–136
print newsletters vs., 220–221
statistics about, 212–213
subject lines and, 128, 130–131, 138, 139, 196
video links in, 132–133
engagement. See also relationship building
authority positioning and, 20, 116, 120–121, 124, 151, 153, 188–189
building trust with, 151
calls to action with, 151–152
celebrity positioning and, 45–52, 151, 330
cover photos and, 308–309
effective, 150–152
in email marketing, 130–136
growing referrals with, 151
increasing reach with, 152
nurturing leads with, 149–150
engagement strategies, 152–177. See also content
article sharing, 170–171
asking questions in content, 157
behind-the-scenes photos, 173–174
blog links, 167–170
controversial content, 101, 173–175
fan engagement, 172, 175–177, 283–284
fill-in-the-blank posts, 157–158
humorous content, 172–173
page engagement, 310–316
personal content, 158–159
photo captions, 159–167
Q and A content, 155–157, 194–195
trivia questions, 171–172
visual content, 152–155
entrepreneurship, 325–327
exclusive offers, 229–230
expert status, 20, 50, 151, 153, 168. See also authority positioning; celebrity positioning
F
ad retargeting on, 145–149
advertising on, 95, 99–102, 123, 188, 229–230, 232, 331
celebrity positioning on, 47–52
lead generation on, 73–74
Facebook Custom Audiences, 142, 144–145, 202, 232. See also retargeting Facebook Likes Campaigns, 112–113
Facebook Partner Categories, 93–95
Facebook Relevancy ranking, 145, 188
fan engagement, 172, 175–177, 283–284
follow-up, 18–19, 213–217, 231–232. See also best customers; ideal prospects
free gifts, 249–254
G
GKIC Diamond Marketer of the Year, 23–26
Google AdWords, 107–111
Google reviews, 103–107
Google search, 102–111, 186–188
H
headlines, 101, 267. See also subject lines
humorous content, 172–173
I
ideal prospects, 57–67, 72, 101, 224–225, 331–332. See also best customers; engagement; follow-up; relationship building
image testing, 101, 276–280, 282
Inspired Business Services, 150
Instagram, 124–125
instructions in offers, 17–18, 26, 34. See also calls to action
introductions, LinkedIn, 118
J
John, Daymond, 325–327
K
keywords, 107–111
Kors, Michael, 229
L
landing pages, 259–265, 317–321
lead capture, 18–19
lead generation, 29, 70–71, 73–74, 212–213, 225
lead magnets, 73–95
calls to action and, 226–227
checklists, 85
contests, 87–92
discount codes, 83–85
ebooks, 83
effectiveness of, 86
event tickets, 85–87
free reports, 292–293
guides, 76–78
lead response and, 257
in micro-commitment campaigns, 201
reaching target markets with, 92–95
step-by-step blueprints, 83
unique selling proposition (USP) and, 226–227
video series, 85
webinar registration, 86
why they work, 74–76
Leibtag, Ahava, 179–180
lifetime value of relationships, 261
Likes Campaigns, 112–113
limited time offers, 32, 230, 317–318. See also urgency
LinkedIn, 115–122
list hygiene, 134–135
Livewire Digital, 150
local search, 102–111
logos, 308–310
loss leaders, 230–231, 232–233
M
mailing lists, 134–135, 254–257
marketing, multi-layered approach to, 329–330
marketing calendars, 298
marketing facts, 27–29
measurement, 18, 34–36, 298–299
micro-commitment campaigns, 200–202
moneymakers, 242–254
free bonus gifts, 249–254
gift certificates, 248
holiday-related offerings, 249–250
publishing a book, 247–248
webinar selling, 242–247
N
negative keywords, 107
newsletters, 205–211, 219–221, 291
niche marketing, 53–72. See also target markets
becoming a magnet, 56
choosing an audience, 54–55, 72
defining ideal prospects, 57–67, 72
finding your niche, 53–54, 72, 330–331
focusing on best customers, 67–71
targeting audiences, 56
O
Obama, Barack, 138–140
offers, 17, 29–34, 135, 225–226, 229–230, 295–297, 317–321
offline marketing. See direct-response marketing
One Hour Heating and Air Conditioning, 230
optimization. See also conversion; testing
ad optimization, 101–102
audience performance and, 282–283
conversion rate and, 261
fan engagement and, 283–284
landing page, 259–265
opting in, 90–91, 95–96, 142–149, 320
P
page ranking, 101–102
Partner Categories, 93–95
Perez-Foster, James, 54
perfect prospects, 57–67, 72, 101, 224–225, 331–332. See also best customers; engagement; follow-up; relationship building
personal branding, 41–42, 116–118
Phelps, Michael, 13–14
photo captions, 159–167
Pinterest, 124–125
pitfalls of social media, 4–5
pricing, 20
print newsletters, 205–211, 219–221, 291
profile logos, 308–310
progressive disclosure, 264–265
proof, 102, 103, 112–113. See also credibility; trust
prospects, 57–67, 72, 101, 224–225, 331–332. See also best customers; engagement; follow-up; relationship building
publishing books, 247–248
Q
Q and A content, 155–157, 194–195
qualified leads, 189
Quality Score, 111
R
ranking, 187
Really Amazing Women (RAW), 249–254
relationship building, 216–219, 227–228, 261, 290–292, 294–295, 298–299. See also best customers; engagement; ideal prospects; trust-based selling relevance, 108–111, 134, 145, 152, 171, 188, 196
response mailing lists, 255
retargeting, 142, 145–149, 199, 202, 317, 321
rhythm, 298–301
S
sales, 29–32, 37, 197, 224, 227–233, 240–242, 258. See also calls to action; trust-based selling
sales funnels, xiv–xvi, 141–143, 250–254, 256–258, 316–324
sales letters, 16
scroll rate, 187
share and click rates, 6–7, 54
Shiny Object Syndrome (SOS), 68
skimmers, 141
slam dunk customers, 57–67, 72, 101, 224–225, 331–332. See also best customers; engagement; follow-up; relationship building
social proof, 112–113
specialization, 55–58
split testing, 139, 266–274, 276–282, 306–307. See also testing sponsored updates on LinkedIn, 122
Stodola, Mike, 129
subject lines, 128, 130–131, 138, 139, 196. See also headlines
Surface Creek Veterinary Center, 305–324
T
Talk to Da Back Hand app, 275–276
target markets. See also niche marketing
attracting audiences, 290–294
audience testing, 282–283
email marketing to, 128
Facebook partner categories and, 93–95
ideal prospects, 57–67, 72, 101, 224–225, 331–332
lead generation for, 70–71
lead magnets and, 92–95
media channels and, 21
niche markets, 54–58
obtaining opt-ins from, 95–96
optimizing ads for, 95
specialized, 55–58
targeting to specific audience, 97
testing
audience testing, 282–283
engagement testing, 283–284
image testing, 101, 276–280, 282
optimization and, 95, 101–102, 261–263, 266–274
referral source testing, 284–285
split testing, 139, 266–274, 276–282, 306–307
text testing, 280–281
thank-you pages, 319
thought leadership, 188
time on page, 187
Torres, Dara, 14
traffic acquisition, 261
trending, 328–332
trust, 188–189. See also credibility; proof
anatomy of, 293
author ranking for building, 187
authority positioning for building, 151, 188
content for building, 151, 189
delivering what you promise and, 292–293, 297
engagement for building, 151
Google reviews and, 103–107
messaging for building, 139, 143–144
monetization of, 293
Twitter and, 124
who’s who books for building, 76, 78–82
trust-based selling, 233–242. See also relationship building; sales
U
unique selling proposition (USP), 12, 38–43, 50, 191, 226–227
Unlock the Game, 233–242. See also sales
urgency, 17, 32, 197, 317–318. See also limited time offers
V
video links, 132–133
Vingt-8 wristwatch, 56
visual content, 152–155
W
Walsh-Phillips, Kim, 8–11, 334
Website Custom Audiences, 142, 144–145, 202, 232. See also Facebook; retargeting
Website visitors, 286
websites, 285–290
Word Swag app, 153–154
writing books, 247–248
Y
YouTube, 125