When I was first learning Google AdWords one of the people I followed was Joel McDonald. Joel co-authored AdWords for Dummies, along with Howie Jacobson and Kristie McDonald.
Joel’s insight was that everybody thinks AdWords is about clicks and conversions, when clicks and conversions is in fact only the tip of the iceberg.
The real benefit of AdWords lies beneath the surface, in leveraging the things you learn from testing different messages.
Leverage means taking messages from your profitable ads and re-using those messages in your offline marketing, in your telesales scripts, in your SEO work, in your social media and so on.
Conversions is only one product of AdWords, yet it is the only one everybody focuses on.
As you know I write daily emails. This will seem counter-intuitive but the primary benefit I get from writing daily emails is not building a stronger relationship with you.
Nurturing stronger prospect relationships is the obvious headline benefit; the part of the iceberg that sits above the water.
What I am really doing is writing a book; a form of leverage.
Some of the emails you receive from me will form the raw material for the book. In effect I’m pre-writing the content before I assemble and edit the manuscript.
When you consider things in this light calculating the value of my daily emails is not as simple as ‘some of you may become clients one day’. Some of you will become clients one day, but that isn’t where I believe the real value is.
The real value lies in leveraging the best emails into other media and ancillary products.
I’m fascinated at the moment by a process Perry Marshall is calling PPC 2.0, or ‘Maze 2.0’. The idea is that PPC (pay per click) used to be linear.
Run ads > generate email opt-ins > sell to opt-ins.
With remarketing pay per click is now multi-faceted, and most advertisers do not understand this.
Maybe you run low-cost Facebook ads to an article you wrote. When people on Facebook read your article you add them to a remarketing audience. Your remarketing ads then offer something to entice people on to your email list.
To the people on your email list perhaps you promote selected videos to them on Youtube or Facebook.
This is a simple example but do you see how we have added two extra steps?
In the pay per click world we now like in an era of assisted conversions. As long as you make proper use of remarketing many of the clicks you now buy willassist with a later conversion, rather than directly generate a conversion.
The ‘PPC 2.0’ process is content-heavy. You need a lot of content to draw people in and engage them throughout the process. You need the articles. You need the videos. You need a lead magnet. Trying to produce all of this in one go feels like trying to swallow an elephant.
The content problem goes away to an extent when you are leveraging content you are already producing. Make a public commitment to produce content every so often. Then take the best content and leverage it as part of a wider promotional strategy.
Take your best emails and start to assemble a book. How many of your competitors have their own book? Not many, I would imagine.
Whether you like it or not we are all in the information publishing business. We all have to deliver information that convinces somebody to buy from us.
I read a lot about email marketing, and about nurture emails. Everybody who is writing about email marketing seems to be writing about it in isolation.
Writing nurture emails to nurture prospect relationships is the headline benefit; the part of the iceberg that sits above the surface. But it isn’t the only benefit.
Setting a regular communications schedule allows you to leverage your knowledge into paid products, establish your authority and build a stock of information you can utilise in other formats.
As an aside if you would like help putting together a PPC 2.0 strategy that might be a good topic for a consultation.