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Gmail Video Ad Tutorial. Here’s How To Create Them!

by Jace Vernon | Gmail sponsored ads, marketing, Video Marketing, YouTube Ads

Gmail Video Ads are here! Are you using them?

Before we jump into the Gmail video ad explanation and tutorial, I wanted to show all of you what I did this week. I dunked on Shaq.

Here is the proof.

It’s not everyday you get the chance to dunk on the big guy. I took it. 🙂

Now back to Gmail Video Ads.

Many of you know that I love Gmail ads. I have spent thousand of dollars testing them. So far, the ROI has been exceptional.

I highly recommend using Gmail Ads if you are not. You can check out a Gmail tutorial here to learn how to set up your first Gmail campaign.

Yesterday I was creating some ads and I found this, a video ad option.

This is perfect! You can deliver your full message right within gmail. The audience clicks on the play button and the video pops up.

A lot of times visitors do not like to leave their Gmail account. With a Gmail video ad, they do not have to. They watch your message and then decide if they are interested in your product or service.

Before we jump into the tutorial you need to make sure you have a couple of things in place.

A great video.
Your video has to be uploaded to YouTube.

Without those two step you do not even have the option to run video ads.

Here is how to create a Gmail Video Ad

1. Open up an Adwords account (If you would like $100 dollars in Google ads, let me know. I can send you a code created by my partner account. You do have to spend $25 to get the $100.)
2. Create a new display campaign
3. Create the actual Gmail ad
4. Choose the right audience
5. Let it run

I find it a lot easier to shoot a simple video. Watch the video and I will show you exactly how to set up the campaign.

Here is the transcript for the Video. Forgive the typos and spellings. A computer does this…

Jace Vernon: Good morning, everyone. It is Jace with Yinc Marketing and Ydraw. I am here to bring you a video on Gmail video ads. So, the other day I was on my Gmail and I saw a promotional ad, clicked on it and there popped up a video ad, where you just click, watch the video.

So, once I saw that, I love video ads. I love the whole thing about Gmail ads. It’s kind of the perfect mix for me. I jumped over there, started creating, and I wanted to get you guys out a video to show you guys how to create Gmail video ads. That way, come Tuesday (it is the 4th of July today, so Happy 4th of July for those in the US)…

So, I wanted to get this out today, so tomorrow – come Tuesday – you guys are able to jump on it and start implementing it. Got it?

So, we’re going to jump right in. I’m going to try to do this here within five minutes. So, first thing you’re going to do is create a new campaign. Go down to Display. This is going to be our Gmail video ad. Got it? I’m not going to worry about a lot of the copywriting. Not the copywriting like the copy. Normally I’d spend some time creating the best copy I could, but I’m not doing that right now, because I want to get this out. That’s something that you need to study.

So, enhanced CPC – you can leave that. It’s not; there’s no location, there’s no call ad. You don’t need to worry about that. I do like to go down here and change this to rotate indefinitely, because I like to do my own AB testing first. I’ll upload multiple ads. I will see which one’s getting a higher conversion, higher click-through rates, then I will pick. I don’t allow Google to do it, because I just don’t feel like they’re doing a good job. Two viewable impressions – you can do as many as you want there. I like to do 2, and then I hit Save.

Then it jumps over to this portion. I like to click this off – targeting options like Adwords automatically finding new customers. No, I don’t want to do that due to the fact that I’m going to be choosing my keywords. I just don’t like Google trying to go out there, because I felt like I wasted my budget sometimes. You may feel differently on that, but that’s just what I found. Enhanced CPC bid – we’re going to go 10 cents per click.

We need to now do our targeting method. We’re not going to worry about that right now. So, I’ll just go Save. Great. I skipped that. Okay.

So, it now brings you to here. You are now ready to do a few things. First, thing you need to do is go in and add your actual targeting. You have to go to placements, so you click over on the display network tab; then you click on displacements just to see that there’s nothing there and then we are going to add in… Just teasing. Just teasing, just teasing. We have to go add our ad first. So, first thing we’re going to do is create an ad group. We were just here. I skipped it and I shouldn’t have. So, we’re going to do targeting method. You have to go to placement.

Okay. Use a different targeting method. Down here multiple placements, mail.google.com. Now, what I did I just opened up that now allows us to be on the Gmail network. Okay, we’re going to skip ad creation. We do not want the ad creation right this second, because we’re going to go in here, and go to ad gallery and we’re going to do an actual Gmail ad. Okay, so you’re not going to do a text ad. You’re going to do an actual Gmail ad. Now you have the Gmail image template, you have the Gmail single promotion template, Gmail multiple template and Gmail catalogue. Okay, right here this one Gmail single promotion template, this is where you’re going to find the option to be able to put it in your video. So, we’re going to go to Ydraw. Image – make sure you put in a good image here. I’m going to throw in, like something like this is usually pretty good just because it grabs your attention.

Now, let me change that. So, I don’t want to spend a lot of time doing this. You need to actually spend some time on creating these headlines. The whole idea is to get a high click through rate. So, do some testing, create these headlines, use your search, search campaigns to find out what’s really converting for you. And use kind of that same wording. So, I’m just going to throw in some stuff.

Okay. Now, here is where you are going to create your video ad. This gives you the option. You’re going to select the video. So click on this one over here, type it in – it will find it, and then you are able to pop in your video. Now, the nice thing about this is when they’re in your Gmail; a lot of people when they’re in Gmail, they don’t want to go outside of Gmail. Okay. So, with a video ad you’re able to deliver your message right there within Gmail.

So, if they’re interested in your product, they click on this watch your video, and then they’ll decide if they want to leave and go out to your website. So, it’s a good thing to weed out customers or interested customers, because they’re not going to go to your website if they watch your video. Another thing you want to be careful with is if your video is terrible or it’s not good at conversions, or it’s boring, anything, that actually can look bad on your business. So, make sure you have a pretty good video there. Got it?

Headline… Okay.

So, there is our ad. Like I said, spend some time creating it and you can see this is what pops up when you click on the promotions tab, so let me… I’m over on my Gmail. I just clicked over so here is the copy. You can click on this, and this is the actual ad within Gmail. Now, how does Gmail decide what to stick there, so what ad pops up here? They are reading your emails. They know what your likes, interest and all that are, so they will try to match up an ad according to your likes, and interests and topics, and everything. Got it?

So, that’s where your ad is going to show up. So, they’ll click on it and then right there you’ll going to have a play button. They can watch your video and it just opens up right here on their Gmail. Got it?

So, once you’ve gone that far, you then click Save and your video ad is running right now. It is running on the whole entire network. Okay. You are not targeted, so don’t leave it like that; you’re going to lose a lot of money. You need to now go in there and put in your display keywords. So, whether you’re in the video business or orthodontist, I mean whatever you’re doing, you need to put in your display keywords.

Now, I recommend choosing one target group and then doing another ad. So, don’t do a bunch of different topics mixed with keywords, mixed with remarketing, any of those types of things. Yet something I like about Gmail is you’re able to go in here and click on interest and remarketing, you can upload custom email list. So, like I have a list of 20,000 sitting in Infusionsoft. So, I can go grab that list, upload it in here, and do Gmail ads to my list. And then also Google will create a similar audience according to my list. I can market to them. So there you have a lot of options within this display network. Got it?
And I have some other video you can go watch- How to Actually Target Gmail Ads.

Now, last thing. I want to give you guys a little secret that I have been testing. Let me bring up an ad. I saw somebody do this and just caught my eye. Here is a Gmail ad I’m running; I’m just bringing it over to you right now, from my own business. So, I wrote up a simple page document, a Word Document. Then, I screenshot this simple image. So, it’s almost like I get all this wording. Well, you don’t have the ability to put all this wording in when you’re doing Gmail ads. So, this is kind of like a short form sales letter and you can go over here to the display network, right here where you do ads. You can upload a Gmail ad and do it with the image. So right here is the Gmail image template. What I do; sorry, this is kind of off. I just want to show you guys real quickly how to do this. same thing, you’re going to get really good headline subject descriptions, but look, now I have an image in there that they can read and they can click here. so, it’s a way to get a lot more wording, but that is what the ad looks like.

Got it? So, good luck. If you have any questions left, let me know. You can email me jace@marketinghy.com. Go check out our other videos. You can go to our website marketinghy.com, or if you’re needing a video, you can always go to ydraw.com. Questions, like I said, I’m available.

Good luck. Get out there. Build your Gmail video ads and we can chat later. See you.

Gmail Ads? Step By Step Blog On How To Create Gmail Ads.

by Jace Vernon | Gmail sponsored ads, Internet Marketing, marketing

How To Create Online Marketing Funnel With Gmail Ads

I am going to take some of the information created by Neil Patel. I can’t tell you how many times I create a video or an article and he comes out with a similar one the next day. I have to admit, he had some good stuff.

My video will show you how to set up Gmail ads and Neil supplied us with a simple checklist.

Download this simple checklist to help you create your first Gmail ad.

252-The-Beginner’s-Guide-to-Gmail-Ads

Email ads is a great way to reach your target audience.

Google has been beta testing them since 2013. They look like your regular email and are not obstructive for most users.

In September 2015, Google integrated native Gmail Ads with your Google AdWords toolbox and made it available to all advertisers.

Let us know how you new Gmail Ads perform. If you have questions we will answer them.

Here is the Gmail Ad Video transcript. It is done by a machine so forgive the typos.

[Start of video How to Create Online Marketing Funnel With Gmail Sponsored Ads]

[Beginning of recorded material]

Jace Vernon: Hey. Good afternoon, everyone. This is Jace. I am with Yinc Marketing today. We are going to be going over some Gmail ads. I started to set up a whole campaign. I thought- hey, why not go show you guys exactly how to do it. Get a video; get a campaign; all-in-one.

So, let me tell you how this came about. First off, I was working up north this week, going to some meetings, and I saw a couple of ads that I like. I saw good Instagram ad. I saw a good Gmail ad; one was from HubSpot, one was from WordStream. Both companies are really good, kind of the top of the field in the PPC, top of the field in the marketing. So, when I find a good funnel, I like to hack the funnel. I like to go through, I like to see what kind of landing pages they have, I like to see their ads, their graphics, and then instead of going out there and try to recreate everything, I like to mimic what they’ve done. Okay. It’s just a way to not have to spend a lot of money, because I can guarantee you WordStream, those companies are spending huge amounts of money on getting conversions, huge amounts of money on ads. So you might as well take what they do, and apply it to your own business. I kind a call it the Art of the Still. Okay?

So, let’s start. First thing, what are Gmail ads? So, here are Gmail ads. They are found in your Gmail inbox. Under promotions you see there’s one from Yellow Pages, there is one from Marketing 360. They are ads. These ads, once you click on them, this is what it looks like. Sorry Marketing brand 360. Sorry Yellow Pages. So, you click on them and you have an ad. And you can Forward it, you can save it to Inbox, or you can click here and it should go to a landing page.

Now, let’s look at Yellow Pages. I’ve done this. It’s obviously very simple. There is a tracking code on here that will track their conversions. Okay? So, what I did, I first set up a simple landing page- How To Create Video Marketing Campaigns- That Generate Views, Sales, Leads and Customers. I want to drive people in; I want them to download my free guide on video marketing, video marketing ads. Some of you may have already done this on some of my other landing pages, but the whole idea is to drive some good qualified traffic through Gmail ads to this landing page. Once they fill out the form here, they’re going to kick over into my thank you page, where they can download the free guides. They can also watch the webinar. I try to provide a lot of good content on this page, almost overkill maybe. Maybe I need to simplify them and bring these other things later. But you can click on these and download each guide, watch our 40-minute webinar, then also all these YouTube tutorials. Got it?

Now, on this page, you have to remember once you design this landing page, you need a conversion page. And this is the conversion page. If you go in the back, you’ll see that I set up a conversion goal right here in Google Analytics. I also set up a conversion goal over here in my AdWords. Okay. And you can just create it in your Google Analytics in enticing your AdWords either way. Got it? So, your funnel is from your Gmail ad you’re going to drive into your landing page. Once, they fill our form, it’s going to go to a thank you page, where they’ll get the download, and also you can put them in an email sequence, whatever you want to do. Very, very simple.

So, let’s set up an ad. So, you’re going to go into your ad campaign. Go under campaigns, go to New Campaign and then click on Display Network only. And here we are. So, I’m going to put Video Marketing Gmail Ads. Got it? My objective, there it is, you can just put take action on my website.

I’m going to start from scratch. Okay, I’m going to go United States. We’re going to go in here, how much do I want to spend a day- I‘m just going to say $20 a day. Manual CPC, fine. Don’t want any of these things, just because it’s going to be a Gmail ad.

So, Video mail AD. We’re going to go I’m willing to pay $0.30. Gmail ads are not that expensive. Okay? Now, here is where you have to do the right thing. So, Interest & Remarketing, now we’re going to go Display. You have to go- no, no, no. Sorry, sorry, sorry. Display keywords. Okay.

So, we’re going to target them first off by our displayed keywords. Now, how does Gmail, or how does Google determine where to run your ads? They scan through your Gmails. They read your Gmails, they know the things you search for, they know what you’re interested in. So, what you can do I target according to the words that are found within their Gmail accounts. Okay, so for example, if you are a lawyer and somebody’s out there looking for a business, or business contracts or trust, you can target those keywords.

So, we’re going to go here and go Video marketing. I’ll come back to this and add a lot more to it. Video marketing, Lead Generation, Online marketing, New Business, Video Ads, YouTube Ads, Facebook Ads, and then we’ll go Facebook Video Ads, Instagram Video Ads, Video Ads, Instream Video Ads. Okay, you can add all your keywords and then find. Video marketing; we’re going to find related keywords right here: Digital marketing, Web marketing, Sales and marketing, Marketing companies, Internet Marketing. Something that you might want to do- I’m going to stop there on those ones. Something you really want to do is target some of your competitors. So, you can put in your competitor’s keywords here also. Got it?

We’re going to save and continue. Okay, we’re going to skip the ad creation. We’re going to come back to this, because there are a couple of other things we have to do.

So, you click over here on Display network once you get to this point, and you need to add, you need to tell Google where you want to run these ads. So, you’re going to click on Placements. It’s coming up. At least I think it’s coming up. Okay, so we’re going to add a placement here. Add Multiple Placements: mail.google.com. Save. Okay, you have to put in mail.google.com. That is what registers the Gmail. Okay, so my two targeting things are- I’m going after Display keywords, what you’re going to see here. that are found within the mail.google.com or Gmail. Okay, you can also go in and add a retargeting list of people who’s visited the website. You can target them by demographics. I do like to go in here and exclude 18-year-olds, unknowns, unknowns. I like to do- well that looks fine. Okay, so if I exclude the age, I don’t really like running adds to 18 to 24-year-olds. They really don’t have the money to be buying things sometimes, and that’s different for each industry, but for my industry most of them don’t have that much money.

Okay, so next step, you’re going to then jump over here to your Art gallery. Go down here and click on a Gmail add. We’re going to create this right here. I’m going to put, first off want to go YouTube Video Ad. You’re going to want to put in your landing page here. Okay, there is your landing page. Now, you’re going to want to go right here and select the fun image. I‘m going to put that one in. Of course it’s not like me. Try that again. I didn’t actually create one for this. Okay, I’m going to have to come back and fix that. So for now I’m just going to throw something in from here. Let’s throw this one in. I’ll normally crop it; we’re going to just save that. Okay?

Advertiser. So, right here you want to put Video marketing. Fine. Only allows fifteen characters. Okay, 100-500 Leads Video Ads. Okay, that kind of looks a little different up here and you’re limited to words. If I go to type any more you’re limited there. So, you need to really get fancy with your description. So, that might actually work just where; we have 100 to 500 lead. Can I do a how-to video YouTube video ads? Then right here. So, 100 to 500 leads per week using Video ads on Facebook, YouTube and Instagram. Learn more! Okay. You see that we are cut off. You’re not going to get 100- 500 leads per week using video ads. Okay. I don’t like this YouTube video ads. Okay, I’m taking a little longer than I hoped here.

Okay, now I created some ads here. I will go back and probably play with that and to see if I can get better. First thing I’m going to do, I have two different images. I’m going to do this one first. 100 to 500 Leads with video marketing. Want to see how? Free download. Okay, so very simple. They’re going to click on it. Sorry, I have to shrink the screen back down. Save. So, we saved that ad and bam there you have an ad. It’s going to go under review. I’m going to add another ad right now to see which one does better. But the whole idea is you going to have a Gmail add. Okay I’m going to refresh this page, so we can see another example. So here’s your Gmail add. Here is the new one that pooped up. This add is based off of what’s happening in my Gmail according to the display, so here is a Gmail add that I can now click on go to a landing page. So you want to have a landing page, Gmail add that goes to a landing page. That landing page then has some kind of offer on it. They fill out that offer. It goes to a thank you page. On that thank you page you are tracking it. Remember if any of the ads you’re running, if you not tracking them, you are throwing away money. Got it? And you can just track them over here by setting up a goal through your Google Analytics.

Okay, if you have any questions feel free to reach out to me. We do a lot of these tutorials. Check out our Facebook ad tutorial, our You Tube ads. We show you how to actually set up video ads. Got it? On all those different platforms they work really well. So check out our other videos. You can always go visit us at marketinghy.com. If you need a video, go to ydraw.com. Thanks for listening and I’m out.

[End of recorded material]

How To Protect Yourself From Hiring The Wrong Online Marketing Company

by Jace Vernon | Internet Consulting, Internet Marketing, marketing, Video Marketing

The online marketing arena, like the real world, is full of shysters, con artists, and wannabes. They have so many different angles, tactics, and maneuvers that they’re hard to keep track of. But that will not stop us from revealing who they are. We are nice like that… 🙂

We are going to paint a picture of the online marketing companies or people that you need to watch out for. They are costly, and have a negative impact on your business. This list comes from real life companies that we have visited and consulted with.

So here we go:

1. The Do Nothing Guy (most common)

Description: These marketers can charge a lot or a little for their services. It doesn’t really matter to them because they don’t do anything to earn it. They capitalize on your lack of knowledge and will talk over your head so they can keep you confused.

It’s an easy trap to fall into due to the fact that once everything is set up and running, an online marketer can just sit back and relax. At least for a little while. Eventually rankings, ads, and leads will die, but that could take some time.

I have talked with a few small businesses who are paying upwards of $10,000 to $18,000 a month and not getting anything in return. Let me phrase that another way: There’s online shysters who are taking in $2160,000 a year and not doing anything for it. The problem isn’t they money. Some companies are worth way more than that. The problem is in quality of work one is getting.

They might of set up a PPC campaign, they might have built your website, and you might be turning a nice profit. And the worse case scenario is your company is booming so you think they are doing a great job. This is where the opportunity costs come in. You could be making way more money, but the do nothing guy is holding you back.

Fix it: Online marketing is not a set it and forget it type of process. There’s always more that can be done. Any guy that thinks he can just sit back and relax is going to be trampled by professional online marketers who are doing the work. Online marketing is not easy and it can take months to see some results. But once the system is figured out and leads start to come in. It can be a huge revenues source for your company.

Below will show you how to protect yourself from these types of dudes.

2. No Brains

Description: These online marketers have zero education and do not know what they are doing. They can talk the lingo, but fall short when it comes to actual performance. They have never been successful nor do they take the time necessary to learn the trade.

You know you are working with a “No Brains Guy” when you have hired your uncle, your cousin, your friend, or a referral from a friend who has watched a few YouTube videos and is now in the business. You may be his first client. There are a lot of “No Brain Guys” out there and it would shock you to know who they are.

3. Over Promising Salesman

Description: “Page One of Google for Lawyers in 5 Days Guaranteed!”

These guys are amazing salesman and will promise you the world. Profits, immediate results, huge returns, page one, ranks of all your keywords, etc.

One of my first employees called me a while back to tell me about an internet company called 180fusion. They are well known and you can read about them on the web. I am not trying to pick on them or call them out, I just want to be very open about what is happening out there.

She had 99 clients under her and was getting paid a ridiculously low amount of money. There’s no way that one person can take care of 99 different clients. Her job…was to try and keep the clients as long as possible before they realize they are being ripped off.

This type of online marketing company will call you endlessly to get you to sign up for their service. Their sales force makes up the majority of their company. Their survival depends on it because they lose clients as fast as they bring them on.

4. Cheapest Guy In The Room ($299 a month service)

Description: This is extremely common and my guess is that most of you have signed up for one of these types of services. I myself have been guilty of taking on clients for a low $299 and end up giving them a bad service because my time has to be spent with clients who pay. Let me tell you how they work.

They undercut legit companies because their model is based on the numbers. They will ask you to pay whatever you can afford to pay. $299, $1500 or $5000 it doesn’t really matter because once you sign up they are off to get their next clients. These companies are all about adding accounts as quickly as possible. They are famous for saying, “It’s only $299, they won’t cancel.”

Sure they will have one or two success stories but it is based off of luck. Think about it…if they can sign up 100 companies, one or two of them will be successful not matter how bad they screw things up.

Ask yourself, how much time can a company really put into my business for $299 a month?

Doctors, Chiropractors, Dentists, and other local businesses are great victims of these services, so keep your eye open. I am guessing, most of you have 5 or 6 charges a month around that $200 dollar range. I would cancel them.

Oh wait, it is only $299 a month. What if it is working? lol

5. Do It All Guy (Owner)

Description: Nothing bad to say about these guys because they are usually the owner or manager of the company. They are making things happen, working long hours, stressing about growth, and taking all the risk. I have been there and still am some days. My heart goes out to these guys because they just can’t seem to let go and let the professionals grow their business.

For Example:

Three weeks ago I met with the owner of a growing business. They were bringing in a $150,000 a month in revenue, which is pretty good for a startup.

The catch…

That $150,000 was all going out, and the owner was broke. Couldn’t afford to spend money on online marketing even though that is where his revenue was coming from.

What is the problem?

The owner is trying to do everything and is losing money in the process. He has no idea where his conversions are coming from, his website is a disaster, no up sells, no email campaigns, no content creation plan, and no tracking. He has started a great company that has huge potential but he will not let go so he can grow.

Like the other fraudsters, the “Do It All Guy” is usually harming himself. His ego has taken over. This must be stopped.

How to protect yourself from bad online marketing companies.

Now for the good part! We have identified the shysters, so now it’s time to get educated on how online marketing really works. That way you can know when to run.

1. How to hit page one of Google.

If any SEO company promises you rankings on the first page of Google in a short amount of time…(6 months or less) it is time to run. Google makes the rules, and they are very strict on how the game is played. There are always exceptions and it is easy to rank for keywords that nobody is looking for. I am talking about real money keywords. Ones that will actually bring you business. These keywords are extremely hard to rank for and you are competing against companies with millions to spend.

The only way to rank for competitive keywords is to create amazing content consistently and get qualified backlinks. This takes a lot of money, time, and effort. 4 blogs, 500 words+ per week is a good place to start.

If you can not afford to pay someone to do a good job than you might as well forget about it, because the 5 fraudsters above are not going to take the time necessary to get you ranked. It’s too much work!

2. How does Pay Per Click (PPC) work?

PPC is one of my favorites avenues because you can get immediate results. Every company should be running some type of PPC campaign even if it’s for remarketing only.

A PPC campaign is easy set up and it is even easier to forget about it. Some companies may check your account once a month others may not check it at all. This is where a lot of businesses can get in trouble. If you make a mistake in PPC… Google, YouTube, and Facebook will take your money within minutes.

Make sure you are monitoring your accounts daily, build out multiple landing pages, and start slow. It takes strategic planning to set up a profitable campaign and it may take a couple of months. Track everything down to a conversion.

This should give you a good idea of what to expect. Once again, the 5 shysters above are not going to put in the time, effort, or work…especially if you are paying them $299 a month.

3. How do email marketing campaigns work?

This is an area that you can create once and receive the benefits for years to come. I usually like to build out a 12 email sequence. Email provides you with a way to nurture and educate your audience after they have chosen to interact with your company. They should be carefully crafted and, ideally, you will want to build out different campaigns according to the needs of the customer.

Emails campaigns are the glue that holds everything together and it’s a must for marketing campaigns.

You can use Aweber, Infusionsoft, MailChimp or Constant Contact to create your sequences. The cost and time will be spent on creating the right content to help the audience convert. It’s that simple!

Not all marketing companies are bad and most of them have good intentions.

So here are some questions to ask yourself:

How much time should a company spend on your online marketing? How much time does it take to be successful?
Can you pay $299 a month and get 40 hours of work?

In my opinion you need 40 hours for a small startup and it can go up from there. Some companies need 20 employees at 40 hours a week. It just depends on your size and growth.

So that leads you to the next set of questions:

Do you bring someone in-house or do you hire it out?

Both options are great but both have their problems. If you decide to bring someone in-house you will want to make sure they are educated and know what they are doing. If you hire it out, you will want to verify that they are working and progress is being made.

Now for the final question:

How much should you pay? $10,000 a month? $5000 a month?

A professional marketer is not going to work 40 hours a week for free. Some of them could be worth $100 an hour, others $25 an hour. It depends on their skills and the results they are able to achieve.

This is where you have to put in the time and research necessary to hire the right people. If they are good, you will end up keeping them forever. If they are bad, your ship may sink with theirs.

The goal is that your business will become their business, and your growth their growth. Over time all cylinders will be firing and your online marketing efforts will pay huge dividends.

Tread carefully when you are hiring an online marketing agency. You only want to do it once…

Thanks for reading

How To Protect Yourself From Hiring The Wrong Online Marketing Company

Fixing Our Sales Team. Scaling A Business With Facebook, Adwords, and Instagram Part 2

by Jace Vernon | Case Studies, instagram marketing, Internet Consulting, Internet Marketing, marketing, Retargeting, Video Marketing

Last week we created Part 1 of scaling a business and within 10 days we immediately ran into a problem. Which forced us to scale back our ad spend and make adjustments to our sales force.

That didn’t take long… 🙂

That‘s business for you. Just when you think you have figured something out, another bottleneck arises. I have a feeling this is going to happen a lot on this Journey. Originally, I was planning on creating a 4 part series, but I think this is going to turn into a 10 part series. It’s important that you guys see our roadblocks and challenges.

Scaling a business, by increasing ad spend, is not as easy as everyone thinks. There are roadblocks, traffic issues, offer issues, funnel problems, shipping, etc.

So do not get discouraged when things pop up. That is to be expected.

The Problem With Our Sales Team

Each Friday I have my sales guy send me the total number of leads, new opportunities, wins, and losses. This last Friday was not great.

We have gone from producing 100 leads a week to 275+.

You would think if the leads more than doubled, the opportunities would more than double.

This was not the case. We had a slight increase in opportunities from the prior weeks but nothing like it should have been.

We overloaded our sales guy with leads and he did not have a system in place to keep track of everyone. New leads were not getting a called right away, and he didn’t have time to follow up.

That is bad.

High-ticket sales don’t just happen.

When selling a higher ticket item, you have to have a sales force that can call immediately and say the right things. For this, we needed a strict sales script.

Curtis and I have shied away from a sales script. Our policy was listening to the prospect, identify the problem, and give the solution. We were there to help.

This works great when you have years of experience. It doesn’t work so well when you have a new salesman.

Here is a look at our script. (Ydraw Salesman Script Policy and Procedures.) It’s simple and there are instructions on how we want the prospects to feel.

Once the script was completed, it was important for the leads to be called immediately.

Value per lead drops every minute that passes after the lead is generated. You want to reach them while they are looking at your website.

Why?

Because your ability to create an opportunity diminishes as time passes. Contact rates drop over time and lead qualification rates drop over time. Plus, it’s harder to catch the lead at an available time.

As time passes, that individual may forget or look for other solutions.

This is where my competitive spirit kicks in. I can’t stand the thought of someone going to one of our competitors just because we did not follow up.

I have found that Insidesales.com does a great job of educating sales teams. Here is a link to one of their ebooks, The Ultimate Revenue Engine.

How Sales Reps Are Failing

Sales are not easy and we all appreciate what they do. They are the life-line of the company. Here’s some great insight from a marketer at Inside Sales.

“The average lead response time for a sample of 3,068 sales teams at 38 hours 30 minutes. The same study showed that the average number of contact attempts was just 1.36.

There is a reason why this level of response is inadequate.

Lead response research done by Dr. James Oldroyd, shows that the odds of reaching a new sales lead drop over 10x if you wait longer than the ﬁrst hour of shown interest, and the odds of qualifying that lead decrease 6x.

InsideSales.com shows that at 1.36 contact attempts, a business only contacts just over 40% of leads.

Sales Reps, have to do better if you are going to scale up on leads.

This was our problem. We increases count form 100 to 275. This caused an overload.

Here’s how your sales force can fix the problem.

1. Use your CRM software

We use Infusionsoft as our CRM. They provide a lot of tools you can use to keep track of leads, opportunities, and closing. Use it.

2. Take Notes

When dealing with a large number of opportunities you have to take notes and keep track of conversations.

I can’t tell you how many times I get a phone from a prospective client asking me to recall our conversation 3 months earlier.

Notes make you look good.

3. Set a follow-up date and make them commit

Make sure that each and every conversation you have ends with some type of challenge/commitment.

“People change no faster than they make and keep commitments.”

Meaning as people commit to the next phone call or the next action, they are that much closer to becoming a customer. The more time they with you and your product, the better it is.

4. Make 6-10 Contact Attempts (lots of touches)

I am busy, and I am a businessman. When I am looking to purchase a new product, I have found it takes about 10 to 12 touches.

This might be too much for some people, but all I know is my purchasing behavior likely matches a lot of others.

For example, I’ve been looking to buy a new couch for my office. I found the perfect couch 45 days ago on Amazon. But I kept shopping. I wanted to find something that was a little lower in price.

I have looked at that couch online at least 7 times, I read the reviews, I compared, and I looked for other deals.

This is a normal buying cycle for me. I do it with everything.

Finally, yesterday morning I woke up and bought the couch.

You never know what the buying cycle of a prospective buyer is. So it’s best to follow up 6 to 10 times.

Or better yet…go until you get a definite Yes or No.

5. Call The Leads Within The First 5 Minutes

The quicker you call the higher your chances to turning a lead into an opportunity.

I can’t tell you how impressed people are when you follow up quickly. If you can call the prospect while he is searching for your product or service, you can answer any of his questions and resolve his doubts.

So there you have it…

This was the first roadblock we faced with scaling our business. It is not completely fixed, but we will get there.

Until next time…

If you liked these types of articles, let us know. We love advice. If you have ideas that you can share with our readers, leave a comment.

Thanks for reading. More to come.

Fixing Our Sales Team. Scaling A Business With Facebook, Adwords, and Instagram Part 2

Unlocking the Secret to Facebook Video Marketing

by Jace Vernon | Facebook, Internet Marketing, marketing, Video Marketing

Unlocking the Secret to Facebook Video Marketing

Facebook is unmatched in their social media presence.

As of January 2016, 1.591 billion people login every month and 1.038 billion login every single day.

In fact Facebook calculated in 2012 that 5 new profiles were created every second. People all over the globe are jumping on board every day, and Facebook’s users are of a wide age demographic ranging from tweens to octogenarians.

According to SproutSocial, the average American spends 40 minutes on Facebook a day. Not surprisingly 50 percent of 18-24 year olds log onto FB as soon as they wake up.

With a growing user population and no loss of popularity in sight, Facebook has now achieved superstar status and from a marketing stand point cannot be ignored.

Thats just one reason why you need to be using Facebook Video Marketing.

Obviously social media marketing’s unique advertising niche has many benefits, and creating a Facebook page is a no brainer. But how can you as a brand maximize your audience reach effectively?

It doesn’t matter if you you’re a pet shop in Hoboken New Jersey, Nike, or even Metamucil your audience is on FB and they are watching videos. There are around 8 billion video views on Facebook daily.

With an ever changing platform format, understanding the Facebook’s video distribution is key.

If you share a video that is already up on the internet, say for example a video from your YouTube channel, the audience reach is actually quite low.

Research conducted by SocialBakers tells us that the organic reach of a video post is only 8.7 percent which means only about 9 out of 100 fans get to see said video post.

Sounds low right?

Simply uploading the content directly to Facebook can make all the difference. Doing a direct video post (also known as posting a native video) has risen to some of the top viewed online video content.

SocialBakers’ analysis also shows us that native video uploads to Facebook have surpassed YouTube links and embeds in user news feeds.

This is due in large part to the auto play feature on FB. Auto play on Facebook automatically plays a native video silently while the user scrolls through their news feed.

Another added bonus of posting native videos to Facebook is the call to action.

Use Facebook Video Marketing today.

When the video is done playing, the viewer has two options, to replay or click the call to action button. A CTA is an instruction to the consumer that provokes an immediate response.

Often times a call to action is something along the lines of “learn more” or “buy now”. Further engaging the audience is so important because it drives brand awareness and in turn leads to sales.

A Cisco study projects that by 2019, 80 percent of the world’s internet traffic will be video. Combined with Facebook’s skyrocketing statistics, the marketing path for brands to take is quite clear.

Constant compelling video content is necessary in order to reach the target audience.

Facebook is the leading social media platform, and now is the time to fortify your brand’s online presence with video marketing.

If you’re interested in reading more click here.

5 QUESTIONS TO ASK IF YOU PLAN ON MARKETING YOUR DENTAL PRACTICE ONLINE.

by Jace Vernon | Facebook, instagram marketing, marketing, YouTube Marketing

A Simple Guide That Will PROTECT Dentists And Orthodontists From Getting Ripped Off.

You’re Getting Bombarded!

We get it…We know you’re bombard daily with people trying to earn your online business. Doctors, Dentist, and Orthodontist are the perfect target.

You have money and can afford to pay online marketing companies a nice chunk of change. Or at least, that is what everyone assumes.

Here is the big tragedy.

Most of you have ended up purchasing a horrible service that will will not get you any results!

It’s not your fault. How are you supposed to know what is working or what isn’t? How are you supposed to know which online marketing company is legit?

Here’s how 95% of online marketing companies work: A pushy salesman presents to you $199 product, you buy it, and you never hear from them again.

This guide is going to help you prevent this from happening. Here are the questions you should ask, and the things you should be doing online.

TO COMPETE OR NOT TO COMPETE?

When I speak with Dental and Orthodontist Practices, I ask a couple of questions to see if they really are committed to online marketing.

“Do you want to really compete online?”

“Are you dedicated to Online Marketing?”

“Do you want to win?”

If the answer is yes…

“Are you going to back your decision with time and money?”

You either beat the competition or you don’t. Because the best place to hide a dead body is on page 2 of google…:)

Nobody visits page 2. So if you decide to play the game, you need to be great at it. A simple $299 service is not going to get you there.

You’re up against guys like this. http://burlesonorthodontics.com/

The online marketing battle is very competitive and takes a lot of resources. Your website needs to look great, load fast, be mobile friendly, entice users to click, have links, and answer user questions. That is just the beginning. You have YouTube, Facebook, Instagram, Content, Analytics, Webmaster Tools, PPC, Email, Links etc.

In the back of this guide, I have provided you with the Ultimate Online marketing Checklist. Go through it and see what you are lacking.

Is online marketing worth it? I’ll let you decide. But know this…Burleson(above) makes about 7 million a year with his practices.

WHAT IS THE LIFE TIME VALUE OF A PATIENT?

The lifetime value of a Patient is one of the most important questions you should ask. This will determine your ROI. This will also determine how much you can spend online to obtain a customer.

We know that if a patient has a good experience, statistically speaking they will refer 5 other people. We also know that 18 months after their first visit they will typically return for comprehensive care.

So how much can you really spend to obtain a customer?

A lot!

Dentists and Orthodontists who understand this concept will not have a problem scaling up their advertising budgets. Everything they spend, will give them a nice ROI.

TO BE OR NOT TO BE ON USING SOCIAL MEDIA?

Social media is one of the best investments you can make for your practice.

We love Facebook ads, Instagram ads, and YouTube ads.

Think about it this way.

Social media has spent billions of dollars to create platforms for advertisers. I can narrow down your target audience to Soccer moms 35 to 40 years within a 10 mile radius of a certain zip code. That’s powerful.

Where else can you put your message in front of your exact target audience in a matter of minutes?

It’s amazing and it is only going to get better. If you are not participating, you will be left in the dust.

Here is a simple Instagram ad we run for our clients. (You can brand this video). It’s simple and very effective. It costs you 4 cents a view.)

https://www.instagram.com/p/-wfn06MjKg/

HOW MUCH SHOULD YOU EXPECT TO PAY A GOOD ONLINE MARKETING COMPANY?

Like you, online marketers get paid for their expertise. The good ones, are extremely educated and make a lot of money. They know what works and are results oriented.

If you’re like 99% of Dentists, you have a bunch of different of little web marketing service. A web person, a social media person, a google reviews person, an email person, a content person, etc.

You’re totally comfortable with spending $150 a month for 30 different services. But you can’t bare the thought of cutting a $2500 dollar check to one person who will do it all for you.

Think about it…How much work are you willing to do for a $150 dollars a month? Maybe 20 minutes? That is the amount of time you are going to be allotted.

Do not expect to get results.

In my option, a good Online marketing company will charge you $2500 to $6000 a month depending on what you want done.

**Caution there are a lot of online marketing services that charge huge fees and don’t get results. Just because you pay a lot, doesn’t mean they are giving you a good service. Track their results**

HOW LONG DOES ONLINE MARKETING TAKE TO SEE RESULTS

6 Months until you start seeing traction. 1 to 2 years until you start seeing massive results.

This doesn’t mean you will not be getting patients along the way. A lot of times you will see an increase on month 1 but I want to prepare you for the long haul.

A good marketer will win because he outlasts everyone else. It’s hard not to see results right away, but the reward goes to the one who is persistent and patient. So be patient and do not quit too soon.

**A good marketing company will keep you posted every step of the way. You will see a lot of progress. They will track everything and will show you their numbers. Make sure you ask for them.**

HOW DO I KNOW IF I HAVE HIRED THE RIGHT COMPANY

This has to be the hardest questions because there are a lot of factors that go into a successful campaign. Here are a couple of things to look for.

Is your website ranking on the first page of Google?
Is your website optimized and user friendly?
Are you getting leads, Patients, and an ROI?
Do you have an Email Marketing Campaign in place?
Is your Facebook, Instagram, YouTube, bringing you customers?
Are you having Bi-Monthly marketing meetings?
When you call them, do they pick up the phone? Are they available?
Are they transparent? Do they discuss problems or hide them?
Do patients comment on how effective your advertising is?
Are you making more money?

Online marketing works and will get you massive results if done correctly. Don’t be fooled.

Thanks you for taking the time to reading our Guide. We hope it helps

5 QUESTIONS TO ASK IF YOU PLAN ON MARKETING YOUR DENTAL PRACTICE ONLINE.

The Online Marketing Checklist

Website and Setup

Website set up and design
Google Analytics
Google Webmaster
Google Accounts (youtube pages etc)
Google Pages
Facebook page
Bing Webmaster
Google Adwords
Bing Adwords
Video Ad Campaign Set up
Lead Generation System (aweber, mail chimp, infusionsoft)

Month two (Traffic Generation)

Video shoot
Video Rankings
Fiverr Purchase (video ranking only)
Start PPC campaigns
Testing and optimization of Campaigns
Start Testing Facebook Campaign
Keyword Research
Website SEO (title tags etc)
Blog Schedule is set up (3 per week)
100 citations are ordered
Order Hoth links ($250 to $350 packages)

Month 3 (email sequence)

Blog schedule (3 per week)
Create infographic and 1 guide
Video Shoot
12 email sequence (
Start Retargeting Campagins
Slideshare
Optimize PPC campaigns

Month 4 (Scaling, adjustments, Monitoring, etc)

Buy More Hoth links
Create Video 3
Create Guides, blogs and infographics according to results

Facebook

Facebook Page Set Up
Custom Facebook Cover and Icon (message or great headline)
Facebook Ad Set Up
Facebook Tracking Pixel on Website
Custom Facebook Audience website visitors
Create 3 Different Audiences on top of the website Custom Audience
Upload any lists. (CRM, Patients, Email Lists etc)
Create 3 Ad (1 has to be Dark Post)
Create 3 Different Audiences on top of the website Custom Audience
3 custom Facebook Ad Image (1200 x 628)
Place conversion pixel