Like all pubescent teens there was one movie that I could (and did) watch over and over again Boomerang. As you may recall the film co-stars both Robin Givens and Hallie Barry… say no more, right? Not a fan? OK, here’s a quick run-down and why your marketing should mimic this classic tale. In Boomerang, […]
Latest From the Blog
Like all pubescent teens there was one movie that I could (and did) watch over and over again Boomerang. As you may recall the film co-stars both Robin Givens and Hallie Barry… say no more, right?
Not a fan? OK, here’s a quick run-down and why your marketing should mimic this classic tale.
In Boomerang, the protagonist, Marcus, played by Eddie Murphy, is a successful business man in the media and advertising business. He’s also known for attracting and wooing woman (read clients) to him with ease.
How? He offers 3 things that women love…
- Wit and engaging conversation (great content)
- High-society charisma and charm (superior branding)
- Made a name for himself (exceptional reputation)
As savvy business owners know these components are what construct a winning website and marketing campaigns.
Here’s what you’ll want to check first if you’re just getting started or want to improve the look and feel of your company.
Number 1: Ensure your website highlights and clarifies your strengths in a simple and congruent manner (what do you do best?).
Number 2: Find your best client/customer reviews (or have them auto-integrated) and place them throughout your website.
Number 3: What’s the best offer you can afford to provide your new website viewers? What about your current customers?
Number 4: Set up the ‘Boomerang Effect’ on your website.
Zane, what’s that? Here’s a video that helps me explain…
Want to add this powerful technique to your business? Let’s chat!
Maximize Your Marketing in 2018
I’d like to welcome you to this special marketing report on how to maximize your marketing in 2018. I’m glad that you’re reading this mega-article and believe you will be, too. Below I cover 6 topics that, if implemented, will help increase your sales and effectively maximize your marketing.
If you’re like most business owners, you’re likely overwhelmed with the dozens of options available to market online. Whether you’re just getting started or lack sufficient guidance it’s easy to loose a lot of money, time and traction.
Just remember that everything is hard until it becomes easy. The same is so when working to maximize your marketing dollars in 2018. Therefore, use this report as a guide and be sure to reach out for help when you need it. That said I wish you well on your journey to master online sales and look forward to hearing from you on your success.
Pat yourself on the back. You’ve taken action with the goal to maximize your online sales in 2018.
By far the number one question I receive from clients is “how do I maximize my online sales?” followed by “How do I beat my competition?”.
It’s true, the internet is no longer a mysterious thing however it is an ever increasing marvel. With the half dozen main social media platforms growing moment to moment it can seem overwhelming to navigate for new and veteran business owners.
I’m here to demystify all of this and give you clear-cut solutions to get you on the road towards maximizing your sales.
While there’s no quick answer for how to maximize your sales without analyzing your specific business in depth, this report will uncover potential roadblocks on your path and highlights solutions that continue to work for clients.
Before we dive in, you should know a bit more about me. I’d like to take a few moments to tell you about myself and why you should read and trust the words on each page. (Or skip to Section 1 … if you’re in a hurry!)
So how did a buddhist, war-vet, turned spiritual vegan get started with online sales and copywriting? Well, by accident.
My life changed in 2015 as the corporate 9-to-5 environment no longer reflected my aspirations. The health insurance industry wasn’t a “true calling” as they say, which led me to search for more meaning, freedom and independence.
Online stores were popping up all over the place and I had an idea to start an organic t-shirt business. It “failed” miserably. I quickly decided to learn the inner workings of internet marketing and sales writing from leaders within the industry. I spent tens of thousands on marketing training, online sales, and copywriting strategies in masterminds.
The initial 4 months of implementing the strategies brought in only $20.00. Frustrated, impatient, I kept practicing and tried several campaign techniques, which finally led to a breakthrough. My sales soared for the first time! That was the moment when I knew anything was possible through online sales. It was, and still is, very exciting.
With new knowledge, experience and enthusiasm, I quickly began to help other entrepreneurs and business owners start and/or improve their online sales.
Now, years later, I offer consulting, digital display ads, media exposure, copywriting, and create complete sales systems (sales funnels) for local businesses and online entrepreneurs.
I’m known as Sarasota’s leading copywriter and online marketing strategist and known for getting clients results.
That said, if you consistently implement what’s included here, you will see results.
Ready? Let’s do this!
Below are the most common 6 areas, I see that hold most from obtaining success with their online sales. I’ve outlined them as sections for you to consume and implement fast.
Section 1: How to maximize your marketing in 2018
Whenever we meet with a client we review what they’ve tried before to establish a foundation. Let’s assume you’re my newest client and I ask you “so, what have you tried recently to increase sales?”
I typically hear “I’ve done some Facebook Ads, tried some Google PPC all with mixed results”.
Redefine your message
I realize you’ve probably done this… more than once if you’re like most however, if you’re not seeing results from your sales of at least a conversion of $0.50 back on each $1.00 you spend, your message isn’t congruent.
Restate your message so that your clients respond immediately. When I got started online with my t-shirt business my message to my customers was vague at best. At worst it was a bowl of mud soup.
This is what I led with “I used organic cotton” and “I like metaphysics”. My shirts has metaphysical sayings on the front and I thought, “hey, that should be enough of a selling proposition to become a millionaire in a year”.
Even a novice can see that my message was ill-defined. What’s your message? Two things are required when you create a message.
How to create a message with impact?
1. What does your product or service do best?
2. How does it alter the user’s state of mind and emotions?
My wife is Sarasota’s leading holistic nutrition counselor and often has me try new probiotics and supplements. One day I was reading the label of an Enzymedica bottle and read:
“Most Advanced Enzyme Formula, optimal digestive support, America’s #1 selling digestive enzyme”
Now that’s a message! Their tagline is “The Enzyme Experts”. What are you an expert in? Use that superpower to describe how you benefit your ideal customer.
Section 2: Is the Internet still a good place to sell products?
The inevitable comment I hear is “well, if what I have isn’t selling, then my market must be saturated”. The internet is still a fantastic place to generate massive amounts of revenue.
We currently use Facebook Ads often as their data tools and flexibility to quickly split-test campaigns are outstanding. Many clients with, large marketing budgets upwards of 15K per month, can successfully compete for top keywords with pay per click ads, or PPC, using their Google Adwords accounts.
If you don’t have a Gmail account for your business, we recommend using it along with Google+ to increase your exposure and help attract new customers or patients.
What about direct mail?
Direct-mail is still highly viable. Therefore, to maximum marketing results in 2018, use it in tandem with online sales and email marketing to add another layer of influence, and build a solid marketing platform.
Is direct-mail your primary source of marketing? Are you now seeking to venture out into the world of internet marketing?
I recommend you learn the intricacies of Facebook marketing to start and develop your familiarity with their tools. Or even better, one you understand the basics, hire an expert to manage your Facebook marketing. Leverage your time wisely.
Section 3: What’s the best platform?
As the Co-Founder of a Digital Display Ad Agency, I’m a great person to ask. I know my way around the most popular social media platforms. Due to this fact, in terms of ROI hands down Facebook Ads continue to outperform the others (Twitter, Instagram and Pinterest).
That can change at anytime, so test constantly. Since Facebook continues to add more detailed user data so you can receive the most buck per bang, if used carefully. Keep in mind, however that Facebook can only account for about 25% of your potential customer base. Therefore the other 75% needs to come from other places, namely from digital display ads (aka banner ads), print media, video marketing, etc.
Use Facebook’s Power Editor platform to select your top customers with the requirements (demographics) you deem important. You’ll spend less money on your next campaign. If you plan to run ads on Facebook, use a Facebook chat bot as a chat feature to help automate inquires as they come in.
Chat bots (like Many Chats) allow your company to quickly respond to inquiries from potential customers. Not only does this soothe their need for instant gratification, it builds trust. And trust = more sales. Boooom!
Therefore, if you wish you have someone (like us) setup and manage your Facebook Ads, instead of sharing your username and passwords, create a business account at https://business.facebook.com. You’ll be promoted to sign-in and setup or import an account, if one isn’t present.
And that’s just for Social Media!…
If you use Google Adwords, or other paid advertisement on search engines, then you know the power that comes from this type of marketing. Google Adwords is ideal if you have a large budget and a solid team to help you manage and optimize your campaigns.
Consequently, I recommend you look into using a form of Google Adwords or paid advertising to make sure you stay in front of clients/patients or customers. Our agency works with local businesses, whom often don’t have the largest marketing budgets. Also, if it sounds like your company may qualify, to get started, we offer you one (1) free digital ad for your website.
Section 4: What’s a good EPC?
An earnings per click (or EPC) is a term marketers use to estimate whether their product is viable. To maximize your marketing, an ideal ratio is greater than or equal to $1.00. So if you sell a $10.00 product and 100 people click on your add, you need to generate at least $100.00 during the same period.
While promoting a particular digital education program I’d spent several thousands of dollars advertising it and ended up with returns between $0.50 and $1.20 for 5 months straight. After that, no matter how much I spent or how many times I’d revamp the sales copy, the product would no longer resonated with the marketplace at the same EPC, I had to dump the product.
In addition, no matter how much you love a product, if it doesn’t sell, drop it fast. This leads us into the next question…
Section 5: “Why are my sales low?”
If you’ve gotten this far in this report, congratulations! Many business owners who want to increase their sales just don’t find the time to implement the necessary solutions to obtain the results they seek.
Furthermore, if you’re feeling overwhelmed, remember there are many sources out there to guide you through this process. Clients continue to come me because of the support, quality, and security I provide.
“Why are my sales low?” Whenever we hear this question, there’s always more to it… The market may no longer respond to your offer. Or could there be more to it?
The real question is “how do I get Mrs. Smith to find my product irresistible?” This following paragraph might change everything for you so please pay attention here.
More often than not Mrs. Smith is not your audience. So, if you’ve setup a complete sales system with an insanely wicked offer and implement a consistent follow-up program via email or social media marketing and your sales are still low, test a new target audience today.
Since this switch could be what removes all the roadblocks you experience with your online sales. Here’s a story that illustrates this concept.
An entrepreneur and accountant client of mine, drastically changed his business model after placing Facebook ads that resulted in substandard results (remember the EPC ratio?).
Due to this, I started working with him to help him market his new product. This product is an affiliate program and a turn-key business for those interested in finance.
We’re now in the testing phases of his campaigns and the soft-tests report terrific results. He changed the structure of his offer and in turn changed the audience.
How can you implement a similar strategy? Therefore, a good place to start is to identify as many new ways as possible to use your product or service. Do you see an opportunity to add or remove a service or product?
Section 6: Maximize Your Marketing | How do I beat the competition?
Now is the best and easiest time to beat your competition! Yes, selling online is the craziest it’s ever been, there’s still plenty of room for you to grow and take a large portion of profits. “Sure, Zane easy for you, you’ve got experience and results… but, what about me?”
Here’s how I feel about “competition”, and I highly recommend you try this, too. Sure, there are a lot of people who market their products and services online however, you can become the authority by doing a few things differently. Because of this, to maximize your marketing, I recommend you do if you think competitors have a larger share of the profits:
- Find non-typical areas to sell to. If you have an investment business, market your services to dog-food or pet-store owners specifically. Learn everything you can, as fast as you can, about said industry and focus your marketing there.
- Go to their Trade Association conferences. Meet and greet the leaders within this industry and make your name an imprint on their minds. This will make sure you’re seen as their go-to person.
- If narrowing your audience doesn’t appeal to you, turn yourself or brand into a household name. Make yourself the leader in your field. This will take a bit more planning and work up front, however, its well worth it.
- Use YouTube videos to stake your claim on a topic meaningful to your brand and business.
- Network with top bloggers and industry leaders.
- Use your town or city as a platform to elevate your status, speak as often as you can and meet the movers and shakers. Allow your magnetic personality to touch them and find ways to give to their success, when possible.
Bonus: Maximize Your Marketing | Determine Your Budget
My business partner and friend Grant van Aswegen and I constantly discuss ways to help businesses and one aspect that most forget is how much they are (or aren’t) spending on advertising.
First off, if you’re in a competitive industry, say weight-loss or dating, and decide to spend $5.00/day on Facebook Ads, that’s not going to bring you results. Others in your industry spend $10.00-$30.00/day they will take a large portion of your customers… and rightfully so.
Thus, if you can spend more on your ad campaigns, in an intelligent way, your sales will improve. Therefore, to verify if you’re spending the right amount calculate your Return on Ad Spend or ROAS.
Ad Spend Calculations: How to decide what to spend?
(Clicks x Cost Per Click) = Cost of Campaign
(Clicks x Conversion Rate) = Conversions
(Conversion x Revenue per Conversion) = Revenue of Campaign
Determining ROAS, if you have back-end sales that are priced over $500, its hazy. As sales will occur well after the campaign ends or as a new campaign begins.
So, take that into consideration and make sure you include these sales in your ROAS calculations. Your calculations will let you know whether you should increase your ad spend or not.
Thus, you are now fueled with vital information to make your next campaign a success.
As a shameless plug, if you’d like further guidance on how to carry out and incorporate different aspects of your sales process. I offer 1-on-1 consulting. My clients often tell me they’re stunned at how well the strategies that I recommend work.
Since you may have questions or would like to work with me, visit http://zane-white.com/consulting once you submit your form, a member of my team will reach out to you to set up a call.
Congratulations on reading the ‘Maximize Your Marketing in 2018’ report! I’m thrilled that you took time out of your day to gain more awareness on ways to increase your sales this year.
So, you’re not alone in the quest to maximize your marketing. Find more resources below that we use.
Use the following tools and resources for added support:
Basic Marketing Platforms:
- Email marketing automation: aweber.com or getresponse.com
- Landing pages: thrive.com
- Website Hosting: bluehost.com
- Google Analytics: googleanalytics.com
- Google Keyword Planner: adwords.google.com
- HotJar Track Site Visitor Engagement: hotjar.com
Business Visibility Score: Are Customers Missing You?
- You’re likely missing customers – Find out with this free visibility score
- Get one (1) free digital display ad
In conclusion, the above ideas and concepts will make sure you maximize your marketing in 2018 and start seeing improvements. As with anything consistent effort and persistent testing are mandatory to increase your sales.
It’s been a pleasure writing this article for you friend. I wish you all the best on your journey towards maximizing your marketing!
SEO vs Digital Display Ads 2018
SEO vs Digital Display Ads in 2018… which should you choose? When it comes to getting the maximum visibility for your business companies smartly inquire, “which marketing method works best right now?”
If you’re in the same boat, this article provides examples and looks to answer this question so that you can make the best marketing decision for your business in 2018.
First, to review, Search Engine Optimization is a term used to describe how customers or clients find your business using specific words. This is also known as an “organic” method for acquiring new business because once you set up your SEO strategy, no additional marketing budget is required… unless ongoing optimization takes place.
You’re likely very familiar with the inner workings of SEO and to recap, there are many things you can do to maximize the way clients and customers find you.
3 Ways to Maximize the Way Customers Find You
- Identify the keywords you want to use for your business. (What do you want to be known for?)
- If you’re writing regular blog posts, (at least monthly), choose one (1) main long-tail keyword for each article.
- Use SEO optimization tools (Yoast) or others
If your company has a physical location, I highly suggest you run a Free Visibility Report. This will help you pinpoint exactly how you can improve the way customers find you. This report is a self-guided tour with video explanations of where your business ranks compared to others in your city and industry. (If this page looks wonky, refresh it)
Next, verify your website ranking and identify how many potential customers are looking for your business. Your team will want to set goals for increasing your website visitors therefore, use Similarweb.com to see who’s dropping by your site… and from which state. You may be very surprised with your findings.
So what then?
If you haven’t selected your main keywords and don’t know where to start, use Google Analytics (GA). GA will allow you to see which terms are trending and gives you the ability to look at historical data too.
Looking back in time provides excellent information that will point you in the right direction. My recommendation here is to look at what’s currently trending and use past data to make a decision. If your term was trending three years ago, then took a nosedive but is currently being heavily searched, what external forces are making it trend today? And are these forces long-standing or cyclical?
As you can see this may take some time and a great deal of thought. If this is completely new to you, not to worry. You can select from hundreds of experts on sites like Upwork. offer experts in this area.
Where do Digital Display Ads come in?
Glad you’ve asked… so digital display ads aren’t new, however they are extremely important to getting right in front of your customers when they are ready to make a buying decision. On average it takes your customers between 7-12 times to see your ad before they will conduct business with you.
This means, you have no idea who will purchase or when…. Sucks a little bit, right? That’s why you want to incorporate both SEO and digital display ads, with the ability to retarget customers who find you organically or via paid advertising.
If you’re using PPC on a major search engine networks such as Google, Bing, or Yahoo!, it’s vital that you retarget each person who clicks on your ads. Why? Well, you’re already spending money each time someone clicks on your ad, so if they decide not to opt-in or buy your product, the chances of them returning are slim. How slim? There’s about a 2-5% chance a potential customer will return.
Your Game Plan… Should you want to dominate
Now that you understand the importance of SEO and digital display ads and retargeting, it’s time for your game plan. Should you be willing to dominate, here’s what to do next:
- Find Your Company’s Visibility (Free Report) – For businesses with a physical location
- SimilarWeb.com – Understand your website analytics
- Yoast Plugin – Optimize your website and blog
- Digital Ad Traffic – Double the power of your website
I hope this article helps answer your burning questions about whether to use SEO or digital display ads and retargeting methods to market your business.
Digital Display Ads and Retargeting
Digital display ad marketing and retargeting is very effective and important in 2018 and beyond. Over the next two years the cost for Google AdWords will continue to rise just as new business owners try to gain foothold within their industry.
In 2016 businesses spent more money on digital display advertising than they did on television commercials. So what does that mean for your business? Where should you spread your marketing dollars?
All of my research suggests that in order to be a leader within your industry, adding retargeting with digital display ads is a must. The method of just using one source to market your business is over.
Using digital display ads is very effective. Not only does it capture 100% of your daily website visitors, it reminds them of the products and services that you offer. Since on average, customers need between 7 and 12 exposures to your brand before making a buying decision. What turns business owners from doing this, especially in the beginning is that while highly effective, can be very expensive.
In fact, uber fancy ad agencies can charge well over $13,599 per client for this type of marketing. This may be out of reach for startups, affiliate marketers and local businesses. That’s why I’ve created a system that helps local businesses improve their visibility within their industry while helping them save money on marketing.
So does retargeting work?
- Customer lands on your website
- Pixel fires on their site
- Pixel tracks website visitors for up to 90 days
On average customers are ready to buy as soon as they land on your website but what happens? They don’t see exactly what they’re looking for such as a good deal, more information on your service or product, or a video review about your company. Without these three things a customer cannot make a solid decision on whether she or he wants to conduct business with you.
Therefore, that’s why I’ve created a system that allows you to retarget customers in a very effective way 24/7. This method provides more visibility and reminds your website visitors of why they searched for you in the first place.
The technology behind this is very intricate and complex however, it is easy for you to use and take advantage of.
Here are the three ways for you to get started right now:
- Enter your company’s details.
- Choose a format for your ad
- My design team will create your ad within 48 hours.
Use this link to get started: 1 Free $500 Banner Ad (for your website)
It is my hope that you’ve found this article both informative and complete with the information you need to make a sound decision on whether retargeting using digital display ads is right for your business.
Still have questions? Let’s setup a call.
Growth Hacking Marketing In Sarasota
Are businesses in Sarasota FL still able to capitalize from growth hacking marketing strategies today and in 2018?
I speak with a lot of businesses daily, some of which are skeptical when we ask about their marketing plan and whether they’re “able to handle massive growth?”.
We believe that most companies still have room for growth. There are caveats. We often don’t take new clients on simply because they aren’t yet positioned for expansion.
These companies have broken operation teams and/or insufficient customer service representatives whom unfortunately aren’t able to offer new customers support at high levels.
So what is growth hacking marketing and how is it different from what your company does to acquire new customers?
Growth hacking marketing isn’t new, however as the years pass new methods create leverage for small to mid-sized businesses. Fortunately my team and I use these digital strategies to “level the field” for our clients.
This works so well that the 200%-300% growth isn’t just typical, it’s normal.
Technology and tools meant for large brands can be used by most companies in Sarasota to dominate 95% of their competitors.
Yeap, this means you can rake in the profits!
I’ve become known as my clients’ “silent sales team”… creating campaigns that rapidly build upon one another for immediate and sustainable growth.
If your company is clenching onto its current marketing tools and plans from 2016, yet haven’t seen double or triple digit acceleration, your marketing is no longer supporting long-term growth.
Old marketing strategies waste time and resources.
Technology with the right blend of automation continues to create extraordinary opportunities for the following industries:
Health & Wellness
I urge you to revisit your current marketing systems and consider if you’re able to expand this year and in 2018.
Here are a few guidelines you can use to determine if your business can handle more sales:
- You enjoy your business and industry
- Your staff is enthusiastic about serving your customers
- Customers and clients rave about your products and services (and leave you excellent reviews)
- Your departments cooperate and function as a unified team.
- There’s great communication with your partnerships and distributers, etc.
- All decision makers are focused on similar outcomes
As you can see, massive growth isn’t for everyone, which is great news for businesses looking for continued success in this highly competitive environment.
The main takeaway is that if you’re looking to succeed in 2018 and have the right team in place, your business can thrive in Sarasota fairly quickly.