April 7, 2020
The Process Behind A Successful Marketing Campaign By Lior Izik – Part 1

The Process Behind A Successful Marketing Campaign By Lior Izik – Part 1


Hello, everyone. Today, we’re going to have an amazing session. I see that we have full house. I’m super, super excited in the… you know, it took me a while to get a full house on my webinars, so I’m super excited and I thank you for it. We’re going to talk about marketing as you can understand the session is one hour, but we’ll try to make it in 30 minutes and that’s it. So we’re starting with the first one – Google my Business. If you don’t have Google my Business, you have a big problem in your business. You must have this tool. I created a separate video on how to create Google my Business step by step. I will add the link to the YouTube, so you can click on it and take the video. If you already have Google my Business, please optimize it. So what I mean by optimizing and everybody say, you need to optimize, optimize, but what it really means? Now optimize, it really means that you need to do two things. 1) You need to keep your Google my Business up to date. Every single item that exists on the Google my Business need to be updated. Now, if you don’t have the details, for example, one of the field is store ID or store number, if your one-man show and you have only one store, you don’t need to edit this field but for sure you need to have your store hours up-to-date, you need to mark if you accepting customers to your office or not, if you drive to them, what will be your targeting area, the radius you’re willing to drive or what city? You need to add photos, you need to tell your customers to upload photos to your listing, so the listing will be live. All those are very, very important. Now, that’s lots of work, I get it, I understand. So you can tell me lots of work, Lior, what you doing here? I’m already overwhelmed, but if you will do that, you will get 3 things you will get positions on your local map, which means if someone is searching for your services on Google Maps, he will see your business. This is priceless. 70% of the traffic that’s coming from mobile is searching on Google Maps. 70% are using the Google Maps listing, that absolutely crazy, so you can actually have lots of quality traffic coming back to you. 2nd You will show when someone will search your company name and usually your competition will be on the AdWords site because everybody wants to take your business. You will have on the right side, you will have a huge area with your brand, with your company name, it will take third of the page. It’s a huge real-estate with your brand. It’s absolutely worth it. Now the third thing, you are getting position on the Google organic results. So, this is extremely, extremely important. You must have Google my Business. Now if you did everything I just said, which probably you didn’t because most businesses are not up-to-date with the Google My Business, then perfect. If you did, it’s perfect, let’s skip to the next page, but if you didn’t, please make sure to schedule in your calendar right now, yes right now, right now you’re going to schedule in your calendar 2-hours to go over your Google my Business and optimize it, okay? If you want more details, click on the link below to go to the Google my Business video that I’ve created in advance, and just it step-by-step, dead easy, keep the registration process which is probably half of the video, and then go only to the optimization step, okay? That’s very, very important. Next – offline an online advertisement. Offline will be any kind of advertisement that is not digital, it will be buses, it’ll be billboards, signs, Flyers, everything, and the other half will be the digital. It will be online websites, banner, pop-ups, everything that is online, Google pay-per-click, organic, all that is online. Now what you need to understand from my personal experience working with probably thousands of advertisers in the last decade, I can tell you that offline doesn’t work. The amount of time and money that you put in getting traffic from the offline and if you take exactly the same amount of time and money and you put it in the online, you will get in the online much, much more, as long as you know what you’re doing, okay? It’s important. Now if you don’t know what you’re doing and you don’t want to use the services of someone like myself, just make sure you testing everything. So, let’s say if you want to create a Google AdWords campaign… don’t start with thousand bucks of advertisement, start with hundred bucks with few specific keywords and make sure those keywords generate deals. I didn’t say lead because I don’t believe in lead. Lead is bullshit. Deals are real. My bank account is consuming money and money coming from deals, not from leads. Leads generate more work in my office, so I don’t like leads so much. I’m okay with leads that’s generating me deals, make sense? We’re talking about deals, not about leads, okay? In a beautiful world, I would pay only for deals. So let’s say, every time that someone is buying my Adidas shoes, I will pay 20 bucks to the person that brought me this deal, but there’s a small business that… there’s a good chance that you’re a small business, no one will put your banner on their website. Who are you? Okay? I was not successful in getting my banners in a paper action model which means I’m paying only for deals, I was not successful in doing so, but if you are successful in doing so, do only that. Don’t spend dime on anything else, okay? But I was not able to make it happen for myself. Now, big question for you – if I would tell you that for 100 bucks, I will give you 100,000 visitors to your website, would you take the deal? I want to see thumbs up if you okay to give me hundred bucks and in return, I will give you 100,000 visitors. If you are okay with that deal, I want to see thumbs up right now, right now. Beautiful. Oh my God! Scary. Okay, so 78% of the people in this webinar are okay to give me 100 bucks in return to 100,000 visitors. So for all of you that says, yes, you okay to give me down with 100 bucks, you did a huge mistake, huge mistake. Now that’s how it works. First of all, you can buy it for 6 bucks. This is Canadian, so it’s five bucks U.S. on Fiverr. You can get 99 thousand people, so you already lost 95 bucks because I bought it for 5 and that by the way what many marketing companies are doing, they’re selling you something that they bought for 5 bucks just you know they buying it for 5 and selling it for 100 or even 1000 bucks. The thing is the traffic that you getting is bullshit, it’s not helping you, it’s even damaging your website. So let me show you how it works. When you have bad traffic, the bad traffic results lots of frustration because the person that is going to your website if it’s a real person, most of the time it’s only bots, not certainly been people – it’s consuming your bandwidth of the website, you pay more to your hosting company or if it’s a real person, he’s going to your website he is doing nothing, which means is coming in and bouncing out, so the high bounce rate is being… you are getting high bounce rate because people or those bots are not going to more and more pages. Now let’s say, I have 100,000 people, they’re coming to my website, they look around, they go to different pages, that’s perfect. Google see it is a positive vote because people going to my website and continue to search for more pages, that’s a normal user behavior that likes my website. From the other side, imagine that 100,000 people coming to my website, they’re looking at one page and bounce back, which means they’re leaving my website, that’s a vote against my website. Imagine that you have a store and someone walks through your store looks around and bounce back, it’s a vote against your store, he didn’t like what he saw. In Google terms or in search engine terms, it means he was searching for something, he didn’t get what he needed and he went back – that’s a vote against your website. Now for this specific search term, let’s say in my business, it’s marketing strategy and someone is clicking on this keyword goes to my website and bouncing out, Google knows not to promote me in this specific keyword because I got a vote against me. When you are buying traffic and you’re buying you know for $5, it doesn’t really matter how much money you spend, many bad things happen to you, so don’t buy traffic, okay? Don’t waste… it’s not about the five bucks or the 100 bucks, it’s about that that you’re damaging your website by killing the bounce rate, okay? It’s not for you, you pay more for hosting fees because you will have massive amount of traffic, and from the other side the bounce rate is going up and your ranking is going down, it’s just bad. So don’t buy traffic and if you work with marketing companies, don’t believe them that you know to all the reports they giving you. Ask questions, be smart, okay? The more questions you ask the more they will know that they cannot mess with you. There are many good marketing companies out there, you just need to filter which one is good and which one is not. Whenever we analyze clients, websites, we see the same thing again and again and again, again, again, it’s just amazing. You will see that they’re paying much more money than what they should on their media, which means they will pay, let’s say, they are supposed to pay 1000 bucks for 100 visitors, but they paying 5000 bucks, so it’s excessive marketing budget. You will see that the marketing expense per client acquisition is just insane, it’s much much higher than what it should and it’s because the settings in the account are incorrect. For example, let’s say in AdWords, you have one setting, so one setting will be what is your geographic area, now my clients let’s say they’re coming only from New York, so I will give Google the definition that I want to get customers only from New York, and that’s fine. Now most marketing companies and people will just do that, but there is another setting that need to be set, but people don’t know about it, and this setting will say, do you want people from New York City, people that actually live in New York City to come to your website, or do you want also people that searching for New York City, which means someone in Turkey or Afghanistan or Pakistan or Iran or you know China that’s looking for dentist in New York, if you want also this guy to get the results, and you will see that just one setting will change dramatically the amount of people that come into your website, the bounce rate because someone in China that sees you know an advertisement for a dentist in New York, probably it’s not for him, right? So, once he is going in and watching your website, he will bounce out. So the bounce rates will be very high and the result is, you are paying more money, you’re getting a bounce rate, you pay more for your advertisement because the bounce rate is high, so Google will charge premium on showing your advertisement. It’s all against you and everything is for one small setting, okay? So you need to make sure that whenever you advertise, you make sure yourself if you don’t have anyone that will help you create a proper account, make sure that everything is legit and all the settings are in place. You will need to do some research about it. Don’t believe the experts, okay? Maybe they are experts, but they don’t care about you, they care about their money, to work as less as possible and to get as much as possible, okay? Now excessive spending on sales agents, phone calls, and so on, so imagine that you have a bad marketing campaign and the campaign is generating lots and lots of leads, but the leads are the leads quality is very low, it’s bad quality. The advertisement will say, Invisalign $1,900 and people will start believing it, it’s a real example by the way from one of my clients. He had a different marketing company that advertised Invisalign for $1,900 just to have more people coming to his website. Now the main problem with that the price is not $1,900, the price is $3,000 because you need Invisalign and the retainer is more money and there is a line you need to put on the teeth, which is a little bit more money and if you need more than one examination, more money, eventually it is $3,000 bucks, okay? Now people are calling for $1,900, they are using the customer, the Sales Center time, they are using the website time, they’re sending leads, creating lots and lots of work but eventually from 50 people that calling in, only one is being converted and actually the people are angry, so they also leave bad reviews because they are expected from $1,900, but you told them now $3,000. The $1,900 is only for the base, base, base, and no one can use only the base for Invisalign. You need more services than only the trays, and that’s a problem. So the business have lots of work, it’s not able to concentrate on quality deals because he is dealing with shitty leads and the result is, you have massive amount of manpower working for nothing because they are not able to convert the deal. So what I want to emphasize is that businesses supposed to have proper sales cycle and proper marketing, it’s not only about bringing the people to the door, there need to be also intention and the intention is what’s important. Now when you have shitty leads, it will change your projections and it will change also your marketing. So as you can see from one small creative idea that someone gave you on having Invisalign for $1,900, it changes your marketing campaigns, your sales, your office culture, frustration in the office, and so on and so on. Company reputation, it’s all coming from one small place, so this is exactly why I’m running all those sessions, I want to educate you how to make a smart move, it’s critical that you will know it. Targeting is another huge point and targeting, you know… unless you know even if your product is matching the entire planet, still, you need to target because your budget is limited. Now you need to start with an area that’s matching your client. Most people will say, you know I’m selling coffee, this coffee is for everyone, but it’s not true. Let’s say that your coffee is organic, let’s say your coffee is is green, so you have specific packets, let’s say in New York, you will have specific packets of you know small areas… did you know that those people walk with their dogs and you know with the lululemon and they have the shake in the morning, the smoothie you know that those people are green people, so why would you advertise to New York when you can advertise to this specific packet of people of those 100,000 people that you know that based on the parks and based on their area, they are more likely to buy your green organic coffee. So everything need to be in mind with marketing, you cannot just market, you need to think about it, you need to be smart on how you market and build a proper plan, okay? So as you can see here, you have an area and you need to know exactly where you are going to advertise. Now once you are targeting the area and the target is good, you will get more leads and the result, you will get also also more clients. When you have no targeting, you will create frustration because let’s say… and that’s I saw it in endless time, someone is calling and saying, hey! Do you sell computers? Yes, we are. Oh, perfect. Amazing. How much is the laptop? And there is a fifteen minutes of conversation and the client says, perfect. When can I come to pick up the laptop, and they will say come this afternoon it will be ready, we just charge your credit card, it’s all good, you can come over in 5-hours, pick up your laptop, and he will say, where is the address. And they will say, we’re on 63 Avenue in the Richmond, Ontario. The client will say, what? I’m in Pennsylvania. What do you mean, Richmond Ontario? Where is it? And then you will see 15 minutes of sales cycle, great sales cycle that went for nothing. Now the client spent 15 minutes, he absolutely frustrated as hell. The salesmen just lost the Commission, everybody is angry and just because the marketing company did a bad mistake, okay? Targeting is critical for your business. Now there are many things in business that you will see them is a big cave and there is noise from the cage, you hear noises Aaaaaaah and it sounds crazy and you are so afraid, watching this dark. Oh, what’s going under? It’s insane, I am so afraid, and if you relate it to business, you will see that marketing, you will see that bookkeeping, you will see that customer service, there different areas in business that business owners want to stay away from because it’s scary. That’s unknown factor that affecting our decision-making and it’s just scary. I prefer to give $2,000 bucks to someone that he will do it for me, but when you go inside the cave with the light, you will see a small Chihuahua just shouting and because of the echo of the cave, it just sounds like a big animal Ohhhh, but it’s really… It’s small, but we just make it big. Same thing with marketing, customer service, accounting and so on and so on. It’s very easy once you start to play with it. So now you’re taking this webinar, it means that you are taking your first step into trying to understand what marketing is all about and from what I’ve seen in the comments below, I see that people are actually liking what they hear and it’s not that scary anymore. So I love it and of course, you can always ask me more questions. Now there is one big thing that I just don’t get it. Even going through the washroom for a number 2, yes, number 2, you have a solid plan. Going to the washroom, you take your pants off, you sit, you do what you need to do, you clean yourself, you flush, you go out of the room… actually, you wash your hand going out of the washroom. That’s the process, it’s a very precise process. Imagine that you would do this process in a different way. Imagine that you just miss taking your pants off and you sit with your pants and continue the process, it will be an horrible result. How come as a business owner we do things all the time without planning it, without preparing for the results, without even knowing what we would like to see, that’s absolutely insane, so every time you are starting an emotional move in your business and you don’t plan it, remember the number 2 because you’re going to shit in your pants and that’s not good for you or your business, and if you’re a small company, it’s also not fair for your family because they’re sending you to work every day so you will support them. It’s very important, you need to remember that all the time. When you’re making a stupid move, you’re shitting in your own pants, okay? Plan in advance, be results- oriented – it’s all about results. There is no business move that’s not related and connected to clear results. So I want to show you the five things that will make someone buy and you can use them in your advertisement. So one will be the social effect. I also want one. I saw Lior with Tim Hortons coffee. I saw Josh with Tim Hortons coffee, and I saw also Jenny picking up at Tim Hortons coffee. Everybody buys Tim Hortons I want also one, and then I will buy. Now it’s all being done in the subconscious, so it’s important to understand it’s not things that people actually plan for it. Now if you have an advertisement of one person standing and drinking Tim Hortons probably you want to have five people that drinkingTim Hortons, it’s not only one, but then you’re also creating the social effect, right? So a group is much more stronger than individual, so that’s the first thing. The second one is the empty cup, then pick up is a concept from the Jewish Kabbalah, and it’s very interesting. People are like a cup, they’re just vessel, and sometimes the vessel is empty. You wake up in the morning and you feel not good, and you need something to change it. Most people will take the credit card and they will swipe it, so you start this bad feeling in the morning, you will say, you know what? I’m buying a new computer right now and you start to feel a little bit better because now you’re planning to fill your cup, and then you’re driving to the mall and you’re feeling a bit better and you go and you know run into the store and it’s a great feeling, and you talk to the salesperson in each. They shows you this computer and its function and it’s a phenomenal feeling, you take the computer to the cashier and then you swipe the credit card and that’s the best feeling you can have. From that point on, the feeling is going down because your cup is becoming empty again because you fill your cup with something that’s not supposed to be there. If you have a 10-second hug, there is a very good chance it will benefit you much more than buy this laptop. Now most people buy things just because they’re empty, and now it’s 2018, I can tell you that most people are absolutely empty, they are more depressed and they feel bad and everything is just wrong. So the empty cup as a marketer, it’s a big thing for me. So, I need to fulfill people needs. You fulfill what it’s missing. So if you will put some emotions into your advertisement, you will see you change. So don’t have static ads, make them emotional, make it something that the person that’s reading your advertisement or seeing the picture can get connected to it, not by mistake when you look at advertisement on TV. You will have few groups, it’s old people walking, smiling on the ads this is very emotional, it’s nice. You will see young couple walking, holding hands, and smiling usually on the beach because that’s something that connecting emotionally and it feels great. You will see you know a father or mother swinging their kid, it’s always the same. Anything… you will see a baby, you know baby and an infant, so pure and clean. All those things are making our emotions go nuts, and when your emotion goes nuts, you don’t have a guard anymore, you don’t say, I don’t think I’m going to buy. It’s really reduced your guard and then you’re more open to spend money, okay? It’s all… it’s all planned. It’s not someone you know just search it for a picture and just putting it, there was planning behind it. Remember number 2, same thing don’t shit in your pants. So someone else already did the homework for it. There is also the third thing will be a real need, so let’s say my mixer is broken, I need to replace it. Now, surprisingly most of from all the five ways that were actually buying things, real need is the lowest one. Most people don’t buy because something is broken. You don’t see women going and buying new pants because they can’t use it anymore. They’re buying the new pants because of an emotional need. So the real need is not something that I am even targeting, except in my appliance repair company, we always use real need because it’s real people. No one is fixing his appliance just because they want to. They are fixing their appliance because they must. So in that case, we’re using a real need, but in most businesses that I worked with, there is no need to use real need. Fear is a huge emotional need, so fear, every security- related advertisement that doing a good job will be elated to fear. You will see thieves coming in, breaking windows. You will see things that emotionally you will want to make the next move, and fear is huge. Now, I’m not a big fan of scaring people, but if you have a business that’s related to securing people – life insurance, whatever it is, you need to use fear to move them to the right direction. As long as you selling the right product and you can actually give value to your clients, okay? I’m not saying to scare them and give them nothing, I’m saying, if you need to scare them, just so they can make a proper decision, that’s something that you can do. Now the last thing is people buy identity. I will have my iPhone. I will have MacBook. I’m using my Apple watch. I’m an apple person because I see Apple is a solid brand. I drive Mercedes 43 AMG because I connect myself to fast quality thing. I buy things because I connect to something. Most people will buy things because they connect to something, they connect themselves to a different identity. If you know that your people are high-class people maybe you want to show your advertisement things that they relate to it – expensive cars, expensive watch, suits, something that makes sense for people that want to spend big money. If you’re targeting a hundred thousand buck’s product and you show simple people like you and me, that can be a problem You need to show someone that is a rich person, you need to show like very expensive cars, you need to show thing that the person that’s watching the advertisement will say, you know what? It makes sense. I can see myself using this product, okay? You connect with identity. So we really covered many, many different topics in this 30 something minute. I want you to start to take everything that we talked about, open your calendar and start to write down what you’re going to do with this information, how you’re going to market yourself, are you going to create proper ads with your market? What are the people you’re going to work with? I want to see you taking action on those things. Don’t let it be just a lecture, make it to the workshop. Make something out of it. Now our next lecture will be about landing pages. With the landing pages, we’re going to talk about how to create a proper landing page, what you need to be on the landing page so it will convert, and also how to track that people that you send into the landing page, so those people actually converted to leads or maybe even deal. It’s very important because imagine you’re spending thousand bucks on a landing page and you spend another thousand bucks on the advertisement and you have no clue if someone even bought using this landing page. It will be horrible, right? So that’s what we are going to do on the second lecture. I will see you soon. I’m going to grab my Tim Hortons and we’ll talk soon.

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