Media Buyers Manual - Episode 5 Recap

Welcome back to another episode recap of the Media Buyers Manual!
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This weeks guest has been featured on Social Media Examiner, Social Media Week and more…
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Tony Christensen is our honoured guest! Tony’s helped start Black Rifle Coffee’s Subscription Program.
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He’s worked with numerous Brands and has spent $10m+ on Facebook Ads profitably!

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On this week’s docket…
* The Research & Reverse Engineering Method
* Building Audiences Using Reviews… Yea, we know what you’re thinking … how? You’ll find out.
* One Product Websites / Landing Pages
* Getting into the First Time Buyers Mindset
* Why making canceling easy is a GOOD thing for Subscription-based businesses
* Prospecting the Right Clients to Work Alongside <—- Keyword
* Benchmarking for Performance Marketing

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​The Research & Reverse Engineering Method
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​Tony’s strategy when starting with a new or potential client is to research the Brands reviews.
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Leverage reviews to use in your Copy, Creative, and Angles on Landing Pages.
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Find pain points within reviews, people will say within their review often-times, why they bought ‘x’ product and it’s use-case.
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As well as, who they bought ‘x’ product for.

It’s time-consuming Tony says, but it will be worth it.
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Leveraging reviews is great social proof - I would highly recommend you leverage reviews.
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I do it with a lot of my clients with success. It’s in the creative, the copy and on the landing pages.
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Brand new company, minimal reviews?
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Use competitor reviews - find their use-cases.
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What do they ALL have in common?
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Where can you find Product-Market Fit (PMF) within your vertical?
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How can you position your brand differently?
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You can even use Amazon Reviews if a similar product is on their marketplace (probably is)…

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Get potential customer feedback with surveys (pay if you have to for surveys from ads - don’t launch something shit!).

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​Building Audiences Using Reviews
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Yea… we know…

WTF are we on about?

Well, it’s laid out above a bit…

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Finding use-cases within reviews - who it was bought for, why it was bought and any other information you can find commonalities with across reviews.
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Leverage these into Customer Avatars.

Customer Avatars can then be used to identify audiences.
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You know those surveys you may or may not have gotten filled out…?
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Those could REALLY be valuable additions to knowing your customer avatar, on top of improving your product / service from feedback.
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Use these audiences, test angles.

As always said here, USE THE DATA AND ITERATE FOR YOURSELF.
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We like critical-thinkers, outside the box thinkers.
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Be free with testing for yourself, you can have one small tweak - using your gut to make a massive monetary difference for a brand.
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One Product Websites / Landing Pages
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​Try them out for yourselves, I actually know a few people who’ve been quite successful with one-product stores.
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One-product landing pages are an awesome idea to test for your brand.
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It’s an easier way to segment traffic using direct offers or bundles to help raise AOV and improve your CAC due to incentivized offers to the user.
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Getting Into The First Time Buyers Mindset

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This kind of goes hand-in-hand with the above, as it flowed in the podcast…

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Make sure you’re optimizing for a user to buy quickly and with enough information to skim the page and still purchase.
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Ease the friction of a user from relative obscurity in terms of knowing your brand, into someone who can confidently make a purchase from you.
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Establish trust - social proof (reviews), don’t have spammy pop-ups, discount wheels etc.

Look legit, feel legit to the user.
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Also a cart tip, have feedback - many-a-time Tony has seen it where NOTHING happens when an item is added to cart.
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How will your customer know when to purchase?
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… After adding 10 items, getting frustrated and leaving?
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No…
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Make intuitive cart pages, or do as Adam, our co-host likes to do - kick them to the checkout page ASAP from add to cart.
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Why Making Canceling Easy is a GOOD Thing for Subscription-based Businesses…

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Again, this ties into the above - getting into the first time buyers mindset.

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We’re not in the 90’s - there shouldn’t be any calls unless your demographic is the elderly.

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Make canceling online easy.

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You customers will actually find it hard to leave and give a reason why they feel bad for leaving…

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Tony’s even found people return if the cancelation process is easy enough.

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PSA: Not everyone cancels subscription because they’re unhappy - things happen and you might not be up on their pecking order.

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Transparency as a Business, stems from processes, people, and communication.

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Be an ethical business owner.

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You’ll also find the people will be finding more trust with your brand if your upfront with how to cancel.

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Just don’t give them a reason FROM YOU to cancel.

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​Prospecting The Right Clients

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Previously we’ve spoken of the Asshole tax.

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Well, who is the right client then?

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These are some attributes Tony gave us…
* Testing is frequent / testing-mindset
* Listens to your Input
* Operate like Partners (even if an agency – its about caring for clients & vice-versa)
* Transparency

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​Benchmarking for Performance Marketing

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Look at your KPI’s that matter in relation to each other. Know the costs you can accept and cannot.

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Be willing to iterate a lot to make it work!

KPI’s included…
* Link Clicks to Content Views
* Content Views to Add to Carts
* Add to Cart to Initiate Checkouts
* Initiate Checkouts to Purchase

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(BONUS) GOOGLE ADS STRATEGY FROM ADAM:

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“What campaigns do you use when initially setting up a new client on Google Ads?”
1. Brand Campaign (brand name + variants of it)
2. Competitor Brand Campaign (you can catch a lot of competitor traffic with competitors asleep on their Brand Searches)
3. Direct Campaign (Buy, Get, Order ‘x’)
4. Peripheral Campaign (Where can I get ‘x’,
How to find ‘x’ online, Top 10 ‘x Brands’ in ‘x location’)
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That’s it…

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Tony was an AWESOME guest to have on, very knowledgeable about not only on Facebook Ads - but also in terms of his methodical approach to client relationships, building brands and using customer feedback to leverage in his ads!

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https://youtu.be/VQ7tNtBMpJQ
Watch the episode here and feel free to subscribe to see all the episodes as they’re released!

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