11. #learningWithI
Assuming No Major Changes in Product or Target Market
How Do Marketers Double
Revenues Every Year?
(For +7 Years!!)
@convcon @larrykim #DGU18
12. Larry’s Secret to Unleashing Growth:
Finding The Next Big Channels (First Mover Advantage!)
@convcon @larrykim #DGU18
15. Example 1: I’m a
Top-10 Author on
Medium!
@convcon @larrykim #DGU18
16. Example 2:
15 Million Free Tweet
Impressions Per
Month
@conversionconf @larrykim #DGU18
17.
18. #CMCa2z #learningWithI
Today’s Agenda
1. A Crazy Hack to
Defeat Machine
Learning (to Boost
PPC/SEO/Social)
2. Finding
Leverage in
Social Media in
an Era of Crappy
Organic Reach
3. Facebook
Messenger
Marketing &
Chat Blasting
@conversionconf @larrykim #DGU18
19. #learningWithI
Part 1: A Crazy
Hack To Defeat
Machine Learning
(To Boost SEO,
PPC, Social Media,
CRO, etc.)
@conversionconf @larrykim #DGU18
20. #learningWithI
97% of Your Marketing Efforts Go Nowhere:
My Blogging Efforts Last Year
I work hard on +300
blog last year but I
only found 8
Unicorns (2.6%). The
Rest Were Donkeys!
WHY?!
@conversionconf @larrykim #DGU18
22. #learningWithI
The Future of Content
Marketing is Increasingly
Winner-Take-All. Time to
Adjust Content Strategy!
Traffic to the Top 10 Posts of the Month at Inc Magazine
@conversionconf @larrykim #DGU18
23. #learningWithI
Visibility on Social Media is
Increasingly Winner-Take-All!
What to do about it??
Number of Facebook Shares for the Top Articles
of the Year for Inc. Magazine in 2015 vs 2016
@conversionconf @larrykim #DGU18
26. #learningWithI
Post Engagement Rates for 129 Facebook Status
Updates for a Random Customer
Unicorn Social
Updates are +10x
More Engaging Than
Donkey Posts
@conversionconf @larrykim #DGU18
30. #learningWithI
The Key To AdWords Has Always Been About
User Engagement (Quality Score)
@conversionconf @larrykim #DGU18
31. #learningWithI
Quality Score (Dramatically) affects
your AdWords CPC
10 Discounted by 50.0%
9 Discounted by 44.2%
8 Discounted by 37.5%
7 Discounted by 28.6%
6 Discounted by 16.7%
5 Google benchmark
4 Increased by 25.0%
3 Increased by 67.3%
2 Increased by 150.0%
1 Increased by 400.0%
You Save
You Pay
@conversionconf @larrykim #DGU18
33. #learningWithI
Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!)
What About Organic Search?
@conversionconf @larrykim #DGU18
34. #learningWithI
What’s A Good Click Through Rate for
Organic Search? (Spoiler Alert: It’s in Flux)
OrganicSearchClickThroughRate
High CTR Listings
Floating To Top
Positions
Low CTR Listings
Sinking To
Bottom of Page
Organic Search Position
@conversionconf @larrykim #DGU18
36. #learningWithI
User Browses Feed
Newsfeed algorithm displays something it thinks
might be interesting to the user.
Did User
Engage
With
Content?
Great. Next Time I
See Updates Like
This, I’ll show it on
this users
newsfeed and for
others like
him/her.
Larry’s Greatly Simplified Facebook Newsfeed Algo*
*Note: Not Official Facebook Diagram.
Rats. Next Time I’ll
try different status
update for this
person and won’t
bother showing it
to people like
him/her.
@conversionconf @larrykim #DGU18
39. #learningWithI
These Unicorns All Have High
Engagement in Common!
SEO
Unicorn
Paid/Organic
Social Unicorn
CRO
Unicorn
PPC
Unicorn
@conversionconf @larrykim #DGU18
40. #learningWithI
PPC, SEO & Social Media Employ
ML-Enabled Algos that Reward High
Engagement Content with Greater
Visibility.
Engagement Rates (e.g. CTR) =
‘Key Quality Metric’ of Unicorn
Marketing!
@conversionconf @larrykim #DGU18
45. #learningWithI
Larry’s Unicorn Detecting Pyramid Scheme
1. Produce and Audition
Lots of Campaigns
2. Measure User
Engagement Rates
3. Kill the Donkeys
4. Find The Unicorns and
Sound the Unicorn Alert!
@conversionconf @larrykim #DGU18
48. #learningWithI
Email Subject Line Open Rate
Can We Connect on Linkedin? 46.21%
44 Fabulous Tips for Facebook Advertising 30.25%
Wake up and smell Google’s Expanded Text Ads 26.75%
10 Easy Facebook Marketing Ideas 26.09%
Magic Facebook Marketing Tricks 25.29%
Are Facebook Ads Right For Your Business? 24.78%
PPC Account Structure in 6 Simple Steps [Free Guide] 20.76%
15 Inspiring Landing Page Ideas [Free Guide] 19.44%
3 Underused AdWords Features That’ll Blow Your Mind 12.35%
My Top Email Subject Lines Last Quarter
@conversionconf @larrykim #DGU18
49. #learningWithI
The Top 10% of Offers Convert
+5x Better Than Donkeys
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45%
and Above
SHAREOFALLACCOUNTS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)
@conversionconf @larrykim #DGU18
51. #learningWithI
High Engagement
= Your Top ~3%
Content!
Focus on them
Because they do
WAY better in SEO,
PPC, Social Media,
and CRO than ever
before!
@conversionconf @larrykim #DGU18
66. #learningWithI
Webinar Performance (# of Registrations)
Average Donkey: 674
Average Unicorn: 3323
5 Webinars Generated
71% of the Registrations
@conversionconf @larrykim #DGU18
72. #CMCa2z @larrykim
Click Through Rates of
New vs. Repeat Visitors
New Visitors
(LOW Brand Affinity)
Repeat Visitors
(HIGH Brand Affinity)
@conversionconf @larrykim #DGU18
75. The Hack: Create &
Promote Content
*Outside* of Your
Niche (Connect to
Customers, Earlier!)
@convcon @larrykim #DGU18
76. Broadest Interest of
your Target Audience
(Which you can
credibly speak to –
Outside your niche)
Find the Biggest
Overlapping
Topic(s) – HOW?
What You Actually
Sell (Your Niche)
@convcon @larrykim #DGU18
81. How Content Marketing REALLY Works
STEP 1:
Demand Creation: Create & Promote Inspirational / Memorable
Content about Your Brand to your Target Market
STEP 2:
Bias Formation: People See Your Content, But Don’t Necessarily Take
Action Right Away.
STEP 3:
Harvest Demand: Later when the
Need Arises, People either:
Do a Branded Search
for Your Stuff
Do Un-Branded Search but
Biased Towards Clicking &
Buying From You.
@convcon @larrykim #DGU18
82. Better CTR -> More Clicks & Conversions.
-> Better Rankings.
-> Even more clicks and conversions.
Virtuous Cycle of Unicorn Land:
83. (Hint: Posting To Your FB Wall is
Probably a Waste of time)
@convcon @larrykim #DGU18
95. Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses can automatically engage w/ customers via messaging!
@convcon @larrykim #DGU18
104. Except That Messages
Are Distributed Via
Facebook Messenger
Push-Notifications!
And are More Engaging
Than Email!
@convcon @larrykim #DGU18
105. Example: I Blasted Neil
Patel a Blog Post w/
My Bot
And He
Read It!
@convcon @larrykim #DGU18
106. Is This Spam? Email vs. Chat Blasting
How do open and click-through-rates compare?
@convcon @larrykim #DGU18
107. 3-10x read rates & 10-20x click rates
= ~60x More Engagement!
VS.
@convcon @larrykim #DGU18
108. Messaging Is
Fundamentally
Less Spammy +
More Engaging
Than Email!
Email Messaging
Spammers can’t
buy lists of
names?
Senders must
honor
unsubscribes?
Dynamic,
interactive
content?
@convcon @larrykim #DGU18
109. 1. Chat Marketing
is like combining
an Email +
Website
Marketing
experience
2. How do you
make this??
@convcon @larrykim #DGU18
110. Most People Just Use
a Visual Chatbot
Builder Like
MobileMonkey!
@convcon @larrykim #DGU18
115. You Can Send Them
Down Different
“Messenger Funnels”
@convcon @larrykim #DGU18
116. You Can Also Define
Custom Audiences Based
on “Conversational
Criteria”.
Audience Preview
@convcon @larrykim #DGU18
117. So You Can Chat-Blast
Very Relevant Content
or Drip Campaigns.
(Note: This Chat-Blast
had a whopping 85%
Response Rate…)
@convcon @larrykim #DGU18
119. Adding AI to Your Chatbot Experience
No Buttons!
@convcon @larrykim #DGU18
120. Add a few Keyword
Triggers for your
Chat Pages
@convcon @larrykim #DGU18
121. The Chatbot AI
analyzes the
intent of the
user request.
Then Serves the
Correct Page
You’ve Previously
Created
@convcon @larrykim #DGU18
122. Tip: Periodically Review All
“Unanswered Questions”
and either create new
content or point those user
queries to existing content!
@convcon @larrykim #DGU18
128. (How to get FB messenger subscribers!)
@convcon @larrykim #DGU18
129. #learningWithI
In the Olden Days of Marketing…
20 Years Ago…
Use SEO/PPC to Capture
Emails via Landing Pages
Emails Show
Up In
Customer
Inbox
@convcon @larrykim #DGU18
136. #learningWithI
1. Choose Content To Send to Users
2. Specify Frequency Cap
3. Choosee Which Post To Apply To (Or ALL)
Setting Up a Comment Guard
@convcon @larrykim #DGU18
150. #learningWithI
Pay For Click on Ad
You get
Everyone’s
Contact Info +
Ability to do
Push
Notifications!!
Pay For Click On Ad
Old Way: Regular FB Ads
(2% conversion Rate)
New Way: FB Messenger Ads
(100% Conversion Rate)
Go to website
2% of
Visitors
Fill out form
@convcon @larrykim #DGU18
151. #learningWithI
Today I’m Getting Messenger Contacts
for $3-$5 (Despite +$100 CPMs) – Haven’t
Seen Prices This Low Since 2014…
@convcon @larrykim #DGU18
153. Chatbots = Powerful Top of Funnel
Marketing Tools for Lead Generation,
Marketing Automation, Lead
Qualification, Online Advertising, etc.
@convcon @larrykim #DGU18
154. Messaging = Preferred Mode of
Communication for an Entire Generation
@convcon @larrykim #DGU18
157. #CMCa2z #learningWithI
1. Raise Your CTRs
Hack Machine
Learning Algos for
Search, Social, Ads &
CRO.
2. Evolve Your Social
LinkedIn and
Groups still have
amazing reach.
3. Facebook Messenger
This is replacing email!
Larry’s Chatbot Marketing Hacks
@convcon @larrykim #DGU18
