Streamline the sales lead conversion process for accounting

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all right hey guys rob feedback and i just got done talking about this inbound marketing versus social media facebook disruptive marketing and i just talked about how inbound is great because when you search you're looking you're you're actually a good prospect because you have timing now what we're going to talk about is how do we maximize that with social media and facebook and then we're going to talk about how do you drive leads with a lead magnet and i'm not trying to neglect what these gurus are saying but i'm telling you there's this whole thing out there where there's marketers selling marketing to people about how to do marketing and it's always the exact same thing pick a niche create a giveaway run a facebook ad get a sales page book to cal only send 10 emails that works but you know what it doesn't give you the whole robust picture and the whole robust picture doesn't need to be more complicated but you're going to miss out on hundreds and hundreds and hundreds of thousands of opportunities of people who are actually the most prime candidates the people looking for the solution if people search accountants near me if you're not winning that and you're not paying to get in front of that you're you're silly like that's just perfect you want to make sure you win that now let's talk about okay people make searches and they're going to find youtube videos google my business accounts and your website right now the second stage that you'll want to do is you'll want to set up what's called retargeting retargeting so the idea is is if i've come in and maybe i hit this ad for gusto right so gusto is the payroll ad you guys know how this works now what you'll see if i run this little checker up here you're going to see that these guys are running a pixel ad they've got a facebook pixel installed they've got a google tracking code they've got a linkedin tracking code i know that's all there and basically what we're trying to do here there we do this for people so the idea is people search they hit your website or they hit your youtube video from there think about it if ninety-five percent of the people close with you that'd be a five percent if ninety-five percent don't close with you and five percent do close with you five percent of your web traffic if that closes that's a pretty good close rate i mean 20 is spectacular like we have some that are 20 but um it's very few and it's the duplex doctors and it's because we go after a very very tight niche but just imagine so many people need a solution they're primed for the picking they come to you they're going to choose an accountant payroll bookkeeper cpa in the next couple of months or a couple of weeks or a couple of days but now unless they search again and come to your website which they may or they may not but usually what happens they'll check out a couple websites now what we want to do is first they come to you which shows you that they're qualified though the next thing we want to do is we want to show them remarketing ads on facebook on linkedin on youtube bumper google display okay so what you'll see is that there's a lot of different this doesn't need to be drop you know dragged out drug out very long but basically what we do is we go in and create audiences for all of these different groups so in facebook we facebook pixel not only do we a pixel but we make an audience so if people have hit the whole website they can belong to this remarketing list for up to 180 days or as short as like seven days right and now what we can do is for the next 30 days or so we can keep an ad in front of them saying are you ready to get your tax and accounting under control book with us right now i have a habit of i screenshot every single ad i ever see on facebook and i have studied tens of thousands of ads not only that but i have deployed hundreds and hundreds of ads for small businesses and i know what helps right we know what can help you it can be everything from the lead magnet that we can create and use to just a simple call to action to just showing some before and after it depends on what you're doing um but what i want you to know is that nothing does better than your remarketing campaigns because people show that they're interested through search and then we can spend five dollars a day on a facebook remarketing five dollars a day on linkedin and five dollars a day on a smart display and smart youtube bumper ad combination and what you're gonna find there is that over time you're gonna get a number of things first of all a whole bunch of people will actually download your lead magnet right and i just i'll show you my lead magnet here in just a second um that we've been using with feedback wrench and this is just super simple i got to get into my uh ye old so basically what this is is something that we've built on the back end of our websites for all of our clients i'm just showing you mine so we go in and make some custom art we have a clear hero we have a form that when we fill out we'll actually um go to the next this is actually going to be a video so if you play this video here's a little pitch that i give and all this is is like my most practical advice about how to build a firm and it's a 25 minute video it's kind of my most successful video out there and we so we drive facebook ads towards this and then what happens is when you get on the back end of this thing um i'll be able to send out an email to them identically and now we have the video and a second video and then we've got our sales uh presentation for the entire website now what you notice here is that we have a full robust communication tool was still very clear book a consultation or cr work book a consultation is everywhere so we haven't complicated things here i'm not showing it to you so basically what we do here is once you've filled out that lead magnet here it will bounce straight over here and we can run facebook ads really compelling facebook ads to this and we can help you write this we can get this in place it could be a webinar it could be a book it could be a pdf that we send out and this is fine and this could be a pretty powerful um advertisement that will run for people um that could be part of the remarketing campaign it could be that we're just gonna do some posts it could be a number of different things but the idea is there's no better group of people to advertise in front of except for the people that have actually clicked on one of your one of your things already if they've been to your website that's going to help you close people and i'm telling you it works it's clear it's simple um but it's really important like you have to make sure that you're winning search and in order to win search you have to make sure that you're also um using conversion or remarketing campaigns and once you do that you're gonna find that this flywheel just starts to begin not only that but there's a funny thing with so here's my last thought is so you you start with search they hit your website you start with your google my business your website and your your youtube ads they hit those you can even run remarketing campaigns to people that have watched one specific video of yours no matter how they got there and what we've seen is that that remarketing is going to have huge effects with low amounts of spend and they're targeted there's a reason why they've clicked on it but the second stage that you're going to see is that as people use your website and you put things on your website that cause them to actually stick like for example i have a video here i got a couple client videos that people watch and then i also have i don't even know if it's on this page this is a different page but on my home page and on some of these accountants so websites for accountants page we'll put some youtube videos similar to what i'm sharing right now right right here and this thing has started to get more views and more views from this page and what's interesting about that is by people playing that on there google is seeing some interesting things google is seeing that they're spending more time on the website they're taking action playing a video is actually an action and when you do all that it increases your ranking so this page is actually a fairly new page because we're just starting to create more things like directly for accountants because so many of you are calling me but basically what we're doing now is creating tons of seo action okay so imagine you're sending more people to that lead magnet or if you're remarketing and you're getting more people even on facebook or linkedin to click on this and they're spending more time on it and they're reading some of your articles they're seeing what's going on they're paying attention your seo for your entire site starts to increase because they're actually consuming what's on your website um now a couple of things that you need to know about how to do facebook ads really well and this is really important okay guys if you don't set up the conversion actions the custom conversion action for whatever your lead magnet is that's a bigger secret than what most of these marketers are talking about okay and the way you usually do that is these guys use like thank you pages i actually use google tag manager um we do this for you if you work with us but the idea is if you hit rob's landing page right if you were to come to this page here when you fill this out that is a custom conversion that gets sent to facebook as an actual conversion it gets sent to linkedin as an actual conversion and google ads as a conversion and then in my analytics i can see how many people are using it and doing it when you set up an advertisement and you set it up for conversions and therefore that specific conversion and you know it works what happens is you tap into what's called machine learning and it's basically using the the best parts of linkedin google and facebook they're using all their spying that they do on us and they are running the scientific method to find similarities between converters so once it hits about 10 to 15 conversions suddenly it's going to realize who are the people that always convert and it will start to serve that add up to that group much more often your ads get way smart in paid search your ads your cost per click comes way down your conversion rate goes way up and suddenly you can start putting some controls around your cost per acquisition goals right because eventually what happens all of these platforms are really good at spending whatever money you give them but over time if you start to get some conversion data where you know hey all of my conversions end up costing at the end of the month about 15 or 35 or 100 or whatever that is then what you're able to do is to actually change it for a cost per acquisition goal so you can limit those costs um why that's so important is a lot of these folks will do they'll limit the click or the cpc or the cost per click and what happens in search and social are different but there there's a lot of similarities basically it's all of you who want to advertise every company and solution have a micro bid or an auction occur and a lot goes into this auction everything from how much are you willing to spend to how good is your ad to how likely are people to actually click on it what's the quality of this thing and what you'll see is that google facebook and linkedin all start to bias things over time and if you go for clicks there's a huge difference between people clicking and people actually doing something and unless you create these conversion actions and hook them up you're going to be running really stupid ads that don't do well over time and so what's interesting is the back end of that in order to have a successful social media campaign is that you need to give it time you have to give it enough spend to get enough conversions to run that scientific method and you need to actually have the conversions hooked up so that's everything from firing the event properly to making sure that that event gets turned into a custom conversion we can help you with that we can show you that in my in my course we'll actually show you exactly how to diy that um but i'm telling you folks if you do this right you have to have inbound and disruptive and quite frankly just posting social media crap doesn't work anymore so people are subscribed to your facebook they're subscribed to instagram they're subscribed to even youtube and to an extent that doesn't do anything especially in facebook and instagram what i found is that youtube subscribers and tick tock subscribers still get your notifications and for the most part if they've consumed your content in that they will see it again so anyways guys good luck god bless if you want help with this stuff go to feedbackrench.com we'd love to help you and i just hope that you're taking steps in your business to grow uh number one thing set up your google my business and go get a bunch of reviews like that's the number one thing you got to do to to get anything going right so hey hope things are going well for you