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hey guys welcome back to another episode of conversion experts my name is hannah stingle i'm a marketing manager here at strike point media and i just ended a great conversation with jeremy blossom our ceo and we went over all things campaign strategy and full build-out implementation so if you are a digital marketer yourself or a company looking to get started you're going to want to hear all these secrets and strike point strategies that we just shared so if you're interested just keep watching [Music] hey hannah hi welcome and thank you thanks so much for joining me today yeah thanks for having me okay so first of all introduce yourself to everybody what do you do here at strike point yeah so i'm hannah i'm a marketing manager and my focus here at strike point is um leading performance for our internal and client accounts and kind of driving um the kpis and performance through campaign strategy and then just overseeing the execution um for our campaign and funnel implementation yeah yeah and you're really really really good at it too you're so modest um we were just talking about an hour ago and it was a really really fun exercise and it's something that you're really really good at which is launching or kickstarting a brand new campaign so for people out there they may have a brand that they're about to launch they may have a new product line up that they're going to push out they may just need to revamp old creative right like a stale campaign tell me how your brain works and some of the processes that you implement here at strikepoint for kickstarting a campaign yeah so um we kind of have some like standardized processes in place here at strikepoint to tackle those things because we're constantly creating new we get like a new account a week and they're constantly creating new products so i think first things first is reviewing the product myself going through what are the details and also aligning with the client on what they're wanting out of their marketing so um like it could just be um list engagement and like lead generation or maybe they're looking for sales maybe they're they're looking for scale like they already do lead gen and they're already generating revenue but they really need to get past like that plateau point so i think just going through the product myself and then aligning on those kpis those are like the biggest things because we can do everything we could rebrand the entire product we can start something new um so just aligning on what the intentions are and being super intentional about what the campaign will be yeah um so i love that so you so okay so the product itself you want to become intimately familiar with it um that's exactly right because in order for us to sell anything we need to know exactly how it works i like to give this analogy if i was ever going to go and sell vacuum cleaners i would want to know how to take that vacuum cleaner apart and put it back together again so you like to start there yes that's one of the processes here strike point start with the product understand you know all the benefits of the product the weaknesses of the product the competitive advantages of the product everything we need to know there and then we go and we ask their clients what are your kpis so what is the problem that they're trying to solve because we can't solve a bunch right so are they trying to scale something are they trying to launch something are they trying to hit this cpa or cpl or cost per click or what are the things that are they just trying to see if there's a demand for the product that we're launching what is it that they're trying to do and we align those two things first and foremost all right so then of course we get into audiences right so who is this product or service for what are some of the things that you like to do when it comes to the audience and researching the audience and understanding who our target demographic is yeah so usually the account will come with some historical data that we can look at they already have current customers that we can get information from but also we do our own like competitive analysis and market research here and that helps a lot but also a lot of it does come from that intention of like the product description and i feel like um kind of how i like to work with these things is not only do we want it to be like we specialize in direct response and we can make we can turn anything into a sale but i really like to look at it from if i were the user like um not everyone wants to be sold and um nowadays you anything you go on you're being sold for something and there's ads everywhere so i really like to make things not come off as aggressive and salesy as you might think um and bringing it down to okay well well what's the benefit that the customer will see and like what would they want to see so that's kind of how i look at it and connect with the demo that maybe they're already um selling to that their perfect audience and maybe they're not so we'll kind of mix it up a little bit and just expand depending on what we can find yes what i hear you saying um is empathy yeah really try to empathize with the target demo put yourself in their shoes and then work backwards from there so then experience the product yourself with that lens of empathy understand the marketplace that they're in and try to cut through the noise that's a big part of it and having empathy is like a secret weapon here at strike point i tell people all the time i was like if you really want to be an amazing digital marketer then have a lot of empathy because that's really what you can use to come up with a you know headline copy um you know creative for the ads like all of that can come from really having a strong empathy for the end user of this product or service right yeah because we can make the product and the company look super sexy but if it doesn't relate to what that person is going through right now or especially with the whole pandemic it affected a lot of our angles and you can tie a lot of those things in and make sure it relates to the customer so they actually understand and it's not just like here's this cool product and why you should like it it's more so how could this benefit you yeah totally like a lot of people don't know this um but we have kind of like the hardest job in the world in some ways right like in the sense because 99 of the ads that we create won't work right a rockstar digital marketer which you're one of them of course their their batting average is like four percent or five percent that you know what i mean getting a click-through rate on an ad at five plus percent is like whoa like especially at scale right when we're spending millions of dollars on it is like insane and the general average is one percent so these things like that we're going through are what the difference makers are so if they're if you're a brand out there you want a product or service and you're wondering why your stuff isn't working these are some of the big things that we see every single day you know that are you know not helping you they're hurting your campaign they're hurting your product sales in one way or another yeah so okay so we got through the audience we got the empathy the product what's next when it comes to like launching these campaigns yeah so um i guess uh the next thing would just be like expanding where they want to run so at strike point we love like channel expansion and testing new things similar to what you just said so um most of the time like you do have to test and it will be a bust and that's just the the lay of the land but um even if you have like winning campaigns and you're not testing it it'll die so whether it's not working or it is you have to continue testing so we'll usually start out with um all the different variants of what we can run so we'll like we'll likely put together two to three different campaigns so we don't we're not just stuck with one and we'll want to expand them to different channels because every traffic source is so different like everyone's running on facebook and youtube but the audience is so different so you have to keep in mind that that traffic source has different kinds of people that they're either looking for how-to's or they're scrolling through pictures of friends and family or they're searching for something super specific on google so one campaign doesn't fit all and so we'll really dive into expansion and like how much volume they're looking for and we'll get started kind of mapping out like the funnel diagrams and the intentions of each campaign and where it would make sense to run them and so that's kind of when we get into the building phase like we'll start with um like what's the big idea um where we want to run it then we'll get into copy design building and integration yeah and do the actual campaign stuff so another thing that we are unique i think in at strike point is that we're not the agency that starts off with the channel you know there's so many different companies out there and even internal marketing teams that they begin their campaign with okay it's going to be a facebook campaign it's going to be a google it's going to be a youtube campaign we before we launch anything again this is about launching and kickstarting your first campaign we will first do what we said understand the product understand who we're going after and then we ask ourselves where are they once we feel like we've got a really good grasp on the different types of buyer personas that we're going after that is then our next question and what we're really good at we have a really good knack of is introducing alternative you know networks and channels to the equation we own an ad network for example an email-based ad network and most agencies are glossing over the power of email and don't know that you can actually buy dedicated third-party email sends yeah right as a proven channel from there then yes then we get into which is really really fun and when a lot of people think about marketing they think about the campaigns right ad variants and things like that that we're doing okay so let's jump into that so you said we have like two to three different ad variants that we would like to build out and that's pretty traditional right like if it's email it's two two or three different types of email angles that we're you know we're building and things like that let's go into the like the nitty-gritty what are the other specifics of like the actual campaign build out part of everything we do here yeah so let's say they want to run traffic on facebook we'll get started with um identifying the cta like what what's the purpose of the page that the facebook ad will be running to so do they want to request a demo do they want to purchase the product do they want to watch a presentation so we'll really dial down what the purpose of the page is um and then we'll get started making the facebook ad creative and then the copywriting of the page and we usually like like you said put together like two to three different variants for pages specifically we like to test things like headlines sub-headlines um structure whether they're short form or long form depending on the traffic source and then different verbiages for the cta like what's on the button and what the button color is makes a huge difference that i think a lot of people overlook and we have little like tactics and strategies here and there that we've gotten used to and so we kind of just standardize these pages but we get started with um those build-outs and tests and that's kind of how we get started to get some early funnel indicators in the mix and then from there we'll continue optimizing and making changes as we go yeah we're unique we're a full funnel digital marketing agency and you just started to walk through the customer journey so again working kind of backwards we we will take a look at what happens next okay so they see an ad they like the ad they want what we just positioned in the ad right okay well then when they get to the landing page they get to the sales page they get to the website that we're sending this traffic to what is on that page what does it say how does it look and we never assume anything right that's a straight point that's like a big taboo thing why because we let data tell us what decisions we should make but we need to come up with a hypothesis um for the different things that we're going to be coming up with right so like all right what do we think is going to happen on with your experience um have you seen trends or have you seen like kind of tried and true places that will at least begin like okay we're always going to have this type of test in place with some of our campaigns yeah we kind of had templates for each kind of offer so um if it's like on a programmatic channel and it's just lead generation maybe for a lead magnet like an e-book or a presentation or something we have like short and long-form templates of pages that have just worked really well for us in the past um we do the same thing for like vsls we kind of have a structure for our promos even our evergreen webinars um so we kind of have a template that is our tried and true here but we're always testing new things because as the market evolves and um people get smarter about advertising um they kind of change but yeah we do have like a templatized process for those that have just worked really well for us so as the marketing manager this is kind of like the world that you live in and now we're going to start to cross into stuff that you are very closely strategizing you know right so where strategies are on the media buying side of things as well so you're going to work with one of our media buyers and you're going to discuss a testing budget for a new campaign that we're going to be kick-starting yeah can you go into some of the conversations that you're having with our media buyers and how you guys come up with like a budget lots of things are you know dependent on answers that the client has and stuff like that but kind of give us like an overview of that yeah so when it comes to like media planning and budgeting um as a marketing manager it this is my opinion but i think it's super important that i know media buying just as well as the media buyers do so they can focus on actually buying the media and i can put together the plan so they can do what they do best so i really try my best to be as involved in the ad accounts as possible and know like what they would look for what kind of volumes that we can expect and what kind of product would work because not all product and not all companies will work on specific channels so it really depends on the products and that's kind of my job to determine where we can run it so i'll outline um what i would suggest for sources and volume just based off of experience and then i'll run it by the media buyers and see if they align with the strategy that i've implemented usually they'll say oh we can't send that much volume that not many people are searching for that or maybe we should try something else out that maybe it is a network i've never worked with before so i kind of do my best getting involved with media buying and making strategy myself and then running it by them before they start actually purchasing the media yeah yeah and something you've been trained on doing is setting these kpis up ahead of time consistently right i can't tell you how many times we've talked to brands and you know they're they're doing their best and they're trying to grow and trying to scale and we ask them about like a campaign that they're running and before they hit go and their ad account they didn't sit down and run the funnel math beforehand to determine right and so that's a really big part of what you are doing when you're saying you're going to sit down with them you're going to look at like what channels we can run on and things like that basically you're just putting together kpis that you think we can hit right yeah so what are some of those kpis that we like to try to set up and then what happens because it does when we don't hit those particular kpis or what happens when we do hit those kpis yeah yeah and i guess i kind of forgot to mention that in some of the first steps because i kind of just do it naturally now but it is super important depending on what they're wanting if they really care about their cost per lead or their cost per acquisition then we'll set up our campaigns to match that and so if they're wanting a really cheap cost per lead then there are some traffic sources we won't go to because we know with experience we won't be able to get them in at that kind of cost um or maybe they're looking at engagement of the page or time on page then um that opens opens us up to more traffic sources so it kind of just comes with experience knowing what each traffic source can deliver and how we would organize that campaign and going from there but we don't always hit the kpis it happens a lot there's a lot of unpredictable things that happen especially with expanding to new channels and trying new things because i would say i'm like pretty experienced with traffic sources and different campaigns but we're always trying new things that people haven't tested before so i could have all the experience in the world but i'm not going to know exactly what happened so we do our best but strike point moves really fast so we'll identify these things within one or two days of having volume um and we can make pivots super quickly and so we're kind of all all about just optimizing maybe maybe the campaigns and the algorithms aren't working like we expected so we'll change how facebook or google is optimizing our campaigns maybe we're uploading offline conversion events instead of having it like automated through the dashboard so we pivot fast and if there is like a big issue with a disalignment on kpis then we'll talk to the client and we'll reevaluate what what makes sense for their product and expand somewhere else that we haven't tried before yeah totally this approach really lets us invest in media and not buy media right so like that's the term is media buyers but really yeah if you can take our approach to it it's more of an investment it's more about saying okay here's what i'm going to do i've got this campaign i've got this product or offer i'm going to go to these sources and ahead of time with our experience with with our expertise we're going in and we're going to say here are the metrics that we want to go and hit if we're not hitting those metrics we don't spend we don't invest because we're not getting the return that we're looking for um or if it's okay there's really three types of outcomes right we've got it didn't work it's okay or it was it's great and if it's if it's not working then pretty much none of the numbers are are we're not hitting any of them we're really very far off from them and we'll point to the audience or the offer or both of why that's happening if it's okay there's something there that's going to be a leading indicator for us to say oh okay this number was great this number was great that number's not great this number was great this one was great and we can just focus like you said very quickly focus on that one metric and uh and help enhance that whether that's the click-through rate on the ad or the landing page or whatever right yeah and then um we'll get into the scenario where this is our favorite is when we get a campaign we launch it and it just takes off it's like there's no better feeling than that yeah and i think too when that happens a lot of people don't realize like okay cool you have one winning campaign that's it you hit it but we can take the data from that campaign and tie it into all the others that weren't working so um it's pretty it's actually pretty simple to identify where we're getting drop-offs or what's not working um if you lay it out ahead of time yeah right if you're laying out ahead of time and you know which kpis to watch yep exactly yeah yeah and we're like really huge on tracking here like i really nerd out with pixels javascripts and even like band-aids zapier connection connections i love that so um having all that set up accurately and especially on automation not only saves us a lot of time but it helps us identify a lot that maybe other people wouldn't notice if we didn't set it up like that so when we do have the correct integrations and tracking in place it makes our jobs a lot easier to have all the data right there in front of us and and that really is kind of what motivates us to continue testing and get a winning campaign and then you can tie them all in together so if you get one winning campaign we can not only scale that to the moon but we can use that data to boost the other ones that maybe aren't doing so great yeah totally a business is like an airplane right like it's going from point a to point b as a business that's growth we're selling more products we're going as an industry and every airplane has an instrument panel and on this instrument panel it tells you what your altitude is how fast you're going what fuel levels you have and if you don't have those things in place a really good instrument panel not only that you don't have it in place but if you don't have the ability to pull in that data to then show up on your dashboard or show up in those things then it's impossible for you to make good decisions on where you should go um should you go faster should you go slower are you too heavy are you not gonna make it like do we need to go refuel and take the plane down and regroup and things like that and you're right i love what you said about the speed you know we're really quick about that but we are we live in this really interesting world between um science and art data being quant focused and then having that like creativity part of it so on the creativity side so we got a lot of the numbers we have the stuff where do you think we shine and what are the some of the things that we try to do from a campaign perspective to really hit the creative art of all marketing yeah so i feel like we're a huge group of innovators and all of us are always coming up with new ideas we're constantly doing research and just diving into marketing in general so there's no lack of ideas at strike point which really helps yeah but i think on the creative side of what we can implement into the campaigns aside from the kpis and just solid numbers that the client is looking to hit we really do care about so much more than that we're not just going to send traffic to some reiki dink landing page and send them sales we we can do that but we would much rather prefer to make the pages consistent and if they need new branding we would suggest new branding we really want to shine the best light on that company and and make them look good and so um we love the numbers and and that's the primary goal but we want to make everything look super clean and attractive and and we really do our best to tie that into all of our campaigns and sometimes it doesn't make a difference on performance and sometimes it does but it's it we think it's super important that if we're going to be sending you leads and customers then you need to you need to engage with them and you want them to stick around and not just give you one sale and not be it yeah absolutely creativity is is more than just um art it's the ability to look at things from multiple different perspectives and come up with multiple different solutions for the problems that we're trying to solve yeah we are in one of the most competitive you know environments and you know most of our clients are one of those competitive niches that were out there and it's important that we're on our a game you know at all times what do you do hannah to stay in your a game to stay inspired to get inspired every day to come out and kill it for our clients yeah i think what really inspires me to get to keep going and come up with new ideas and strive for strive for performance is i honestly just love numbers and it's kind of like a competitive thing with me it fulfills me to nail down our kpis and deliver the performance that we we pitch a client on and that's really fulfilling to me seeing how we can scale an account and we can continue like hitting our kpis and just delivering the best that we can that's really fulfilling to me and i just love the number side um and yeah yeah you just do it and i feel like a lot of people can overthink it and get caught up in it and you want to make everything perfect which you you should try to make things look clean and no typos no grammatical errors and colors are consistent but the quicker you work and the faster you can get something out the better because if you're not going to do it someone else will feed you to it well you're one of the most talented marketers i've ever met so whatever you're doing to get inspired every day whatever competition you've got to create in your mind to win keep it up and thank you so much for joining me today thanks jeremy yeah