Six Digital Marketing Tools That Work

Super Simple and Effective Marketing Tools to Grow Your Business

PixelMe

What it does: Allows you to embed your Facebook, Adwords and other tracking pixels into any link. This is super helpful when you’re curating content. You can share the most viral content from any source or medium and also reap the benefit of growing your custom audience and pixel tracking data. It leverages any link into a data driven marketing tool.

Visme

What it does: Visme is a mature infographic SaaS (software as a service) that allows you to make engaging, animated and beautifully crafted infographics. The time to create is drastically reduced by the block editor and other useful features, like section resizing. Another thing I really like about Visme is their knowledge base. Usually these are straight up tedious. With Visme’s KB (knowledge base) you can learn more about elements of design than from many art or design classes.

Rocketium

What it does: Want to make killer 10 second video ads? Maybe a mock newscast? What about Buzzfeed style listicles? Rocketium has all that covered and more. Features I enjoy: music collections to use in your video, branding options, beautifully animated slide transitions, no need for video of your own. With Rocketium you can show up at the party with some copy and a few images and leave with a killer video for your website or social media profiles.

BuzzSumo

What it does: We all want to share great content, right? With BuzzSumo you can do just that. Find the most viral content for nearly any keyword. Another useful feature of Buzzsumo is you can filter content by engagement, popularity, virality and platform. This is a serious game changer for your social media. It’s doubly effective when you pair it up with PixelMe above. When you do that, everyone that clicks the links you share, is now part of your pixel audience. Feel free to start serving them relevant ads (based on the content they click of course).

Quuu Promote

What it does: Sharing other peoples viral content is a good strategy, but what if you want your own content to go “viral”? Enter Quuu Promote. Send your content to them and watch the likes and shares start rolling in. Has this happened to you? You have a killer piece of content, you share it, but it’s just not getting the reach you need on social media. It’s a problem we’ve all probably faced. The people who are seeing it are liking and sharing it, but there’s just not enough eyeballs on your content. Quuu Promote fixes that by sending your content into the feeds of it’s Quuu Content Curation users (a separate service provided by them). Once your content is approved, it’s loaded into the hopper and boom you’re engagement just doubled, tripled or quadrupled.

Book Like a Boss

What it does: The Simplest Way to Schedule Appointments and Sell Your Products & Services. End frustrating email tag and make scheduling meetings and selling your services effortless with an all-in-one simple booking page. The integrations are also spectacular! BLAB has the perfect blend of technical functionality and ease of use that makes it a great choice for most businesses and solo-entrepreneurs. Another thing I really enjoy about Book Like a Boss is their embeddable widgets. Embedding a calendar on your site that shows your availability for bookings is a breeze (and super useful for closing). Share you link, add it to your email footer or start driving traffic with ads. The possibilities for getting traffic to your booking page are endless. Throw in the easy to use Facebook pixel integration and you’re ready to start serving ads and tracking results.

If you enjoyed this content you can learn more about digital marketing on my blog at robertmcmillin.com.

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How To Create Your First Hot Traffic Campaign

In the previous two articles we discussed cold traffic and warm traffic ad campaigns. If you haven’t already, jump over to those articles to get caught up.

(pro tip: hold down CTRL when you click the links to have them open in a new tab while still staying on this screen)

Now we are going to dive into Hot Traffic Ad Campaigns. This is the shortest section of the three and the last part of our funnel. Here we are going to re-market through the funnel to turn one-time buyers into multi-buyers.

Created byRobert McMillin

What’s the definition of Hot Traffic?

Mine is: “They know you, they like you and they have ‘shopped’ you before.”

If you’ve heard of the “Pareto Principle” you’ll be familiar with the 80/20 concept. Eighty percent of results will come from twenty percent of your actions. The principle applies to many things and here it applies to your customers. If you retarget throughout your funnel you’ll find that twenty percent of your customers or leads will account for eighty percent of your revenue.

This may be the shortest section in the series but it is, in my opinion, the most important.

One of the hardest things you’ll do is capture new customers for your business. One of the stupidest things many businesses do is they sell then abandon that customer in the pipeline, mark them as a conversion and move on to fresh leads.

That’s a mistake.

Many customers, once you’ve created authority and provided exceptional value, would be all too happy to purchase from you again.

Consider it for a moment…

You’ve done the hardest part. You’ve gotten them to (along with a few other things) take their credit card out of their pocket, put their info into your payment form and checkout.

Why would you not leverage this to provide more value, ascend the customer to a multi-buyer and create a scalable and repeatable process for increasing your customers lifetime value?

After considering you’re now faced with another question…

Will my business do the stupidest thing (not retarget throughout the funnel) after they’ve already done the hardest thing (capture and convert new leads into customers)?

When the it’s framed like that the answer is an obvious “no”, right? With that said…

Let’s get started with your Hot Traffic Ad campaign setup

Step 1: Navigate to your Customer Relationship Management (CRM) software and export a list of your buyers in a Comma-Separated Values (CSV) spreadsheet. All customer relationship management software has the option to export a list of your buyers

Step 2: Head over to your Facebook Ads Manager and navigate to “Audiences” like in the image below.

Facebook ads manager

Step 3: Once you’ve navigated to the “Audience” section of your Facebook Ads dashboard click “Create Audience” and select “Custom Audience” (like in the Warm Traffic Campaign) See the image below for more details.

Custom Audience

Step 4: Here’s what we’re going to do different than what we did in the Warm Traffic Campaign. We’re going to create a custom audience using the “Customer File” option. Here we’ll upload the comma-separated values (CSV) sheet to Facebook.

Here you will match the fields (First Name, Last Name, Email etc.) of your customer file. Facebook will then create a custom audience and match that data with those users on Facebook. This allows you to retarget and market to your known buyers on Facebook and gives you the opportunity to turn them into multi-buyers.

Bonus: Depending on your volume. You will be able to also create a lookalike audience of buyers. You won’t be targeting them for your multi-buyer campaign, because they are, after all, not yet buyers. However, they have a high likelihood of being buyers in the future based on the fact they are very similar to your known buyers. These would be great candidates for your Cold and Warm traffic campaigns and will have a higher probability of converting.

The Hot Traffic Offer

Our goal is to turn our hot traffic into repeat buyers. You’ve probably guessed that we’re going to be offering them additional products or services.

As an example, you sell a physical product. We’ll say it is XYZ Salad Dressing.

You know that the average person will consume the entire bottle within two and a half months. So, you could take your customer list (from Step 1), upload it to Facebook, and run an ad that says something like this…

“Did life get in the way? You forgot to re-order your XYZ Salad Dressing! Here’s 10% OFF your next bottle on us. Click Here.”

Or (still using salad dressing as an example)

“180 Times Better – Your favorite Salad Dressing just got even better! We’ve put together over 180 recipes you can make in less than 5 minutes. You’ve already got the secret ingredient, now it’s time to get the recipes! Claim your discounted Recipe eBook for $29.95 $9.95 – Limited Time Only”

You may be saying “Robert, hold up, I only have one product, what am I supposed to offer them”. If you’re wondering that very thing, my advice is to create another product. I’m positive that you and your team could at a minimum create an eBook and offer it for sale in less than a week.

Defining Success Metrics:

Cost Per Acquisition (CPA): They purchase something. (or cost per lead if you are sending hot traffic to a landing page as covered in the Warm Traffic Campaign guide)

  • Ad Objective: Repeat Buyers
  • Content/Offer: Retarget Through the Funnel
  • Success Metric(s): Cost Per Acquisition (CPA)
  • Bidding: Slightly higher than suggested bid
  • Budget: $5-$10 per day (as an example)
  • Target Audience: Previous Buyers (customer file)

To Break it Down For Ya….

Targeting: Customer file (CSV) containing your known buyers.

Content/Offer: You will be retargeting them via ads to purchase additional products or services.

Budget: In the land grab for customers this can be your lowest investment. I would recommend spending more on the cold and warm traffic campaigns and keeping a consistently operating low budget campaign running for your buyer list.

Success Metric: Straightforward. Do they buy or do they not and what is the cost to per sale (or acquisition). So, your success metric here will be Cost Per Acquisition (CPA).

For more guides and actionable digital marketing advice visit robertmcmillin.com or book me on my Book Like A Boss page for a free 15 minute consultation.

Don’t Be A Freelancer

Here’s my list of the top three most disposable things in an office.

1) Last week’s leftovers in the fridge
2) Loose staples
3) Freelancers


It doesn’t matter if you’re a writer, designer, or programmer. You’re there because you’re cheaper than a full time employee. You’re also easily replaceable by some other freelancer.

The upshot of it is, because you are completely dispensable, it’s easy to get bullied into accepting less than you think you’re worth.

Now, let’s flip it around, because here is my list of three most indispensable things in a business.

1) Today’s lunch
2) Great team
3) Trusted partners/vendors

That’s right. When businesses find the right partners and vendors, it allows them to focus on growing their business, while the vendors and partners play a critical supporting role.

So here comes the million dollar question. What’s the difference between a freelancer and a trusted partner?

What Are You?

A few weeks ago I ran a completely unscientific survey asking people in my Freelance Writers Facebook group if they considered themselves freelancers or B2B service providers. For those who responded, there were follow-up questions about rates and income.

By and large, this is a group that creates marketing content for business clients. They aren’t writing magazine articles for Atlantic Monthly, or proofreading academic papers for individuals.

I expected that people who viewed themselves as B2B service providers would have higher hourly rates and incomes than freelancers. What I didn’t expect was the of the 23 people who responded, only 2 (plus me) viewed themselves as service providers. 92% of my respondents viewed themselves as freelancers.

Clearly, there wasn’t enough data to compare income levels between the two groups, but it was telling that so many freelancers never really stopped to consider the job they do within the business ecosystem.

Simply put, they are a business, even if they are a one-man show. Their clients are businesses. They provide a writing service. By definition, they are business-to-business service providers. But they’ve told themselves they are freelancers.

Becoming a B2B Service Provider

So how do you break out of the freelancer mold, and become the valued service provider your clients can’t live without? Here are a few steps to get you started.

Change Your Mindset – The biggest thing holding you back is probably the idea that you are a freelancer. Until you understand and internalize that you are providing valuable services to your customers, your customers won’t understand it either.

Change Your View of the Project – Stop looking at freelance projects as standalone pieces. Find out where the project stands in your client’s scope of work, and see how you can expand into larger areas of the project. This might mean contributing something outside the scope of your engagement, but if you do it, you’ll find your client starts to look at you differently. And you could find yourself brought into other areas of the project.

Market Yourself Like a Company – This doesn’t mean go beyond your budget, but it does mean stop using generic URLs like www.wordpress.com/I-write-for-you, and start promoting yourself as a business. Invest in a URL, website, and logo. Write quality blogs, and create infographics or brochures (or go to Fiver and hire someone to do it for you) for your marketing efforts.