How to Scale Your Marketing Campaigns BUSINESS HOW-TO
for Massive Success!
Once you have a response, you need to get volume.
I just finished a two-day Bootcamp for about 25 entrepreneurs at my office in Boise, Idaho. We had a variety of different people in the room, from lawyers and doctors to HVAC owners and real estate brokers. After two full days of training, I hopped on a plane and headed to Vegas for a little R&R and a Halloween party or two. Work hard, play hard, right? One common question I got about this training and that I also get about mastermind is this: “Since everyone isn’t in my industry, will the information be useful for me?” I’m a fan of paying attention to what’s going on in your industry, but it shouldn’t be the only place you look for new information. If all you do is look inside your industry, you’ll never find innovation. The “gurus” in your industry who are selling you all this industry-specific info are not attending a ton of other industry events to find new stuff to show you; they’re going outside your industry. It’s not like I’m not a fan of industry events; I’m hosting one for lawyers with my event partner, Travis Hise, on March 1–2, 2019, all on marketing and sales for law firms. Some of the content will be new and shiny marketing, but some of the content will also be foundational, which doesn’t have to This question cracks me up.
be industry-specific. You can do all the new, shiny marketing you want, but if you’re missing the foundational pieces, it won’t work. For example, one of the trainings I did had three parts: 1. THE KEY ELEMENTS OF ANY GOOD MARKETING CAMPAIGN 2. HOW TO IDENTIFY THE ISSUE IN ANY MARKETING CAMPAIGN 3. HOW TO SCALE YOUR MARKETING CAMPAIGNS Regarding the “how to scale” section, so many people want to go from paying for marketing straight to turning a profit with massive volume. Heck, I want that as well. Unfortunately, that isn’t how most marketing should be scaled. Here is a down-and-dirty explanation.
With volume, you now have an idea of the size of the universe based on your advertising spend, and you can determine if it makes sense to continue with this campaign or not. If you can’t get volume, you again need to look back to Step 1 of this presentation and make adjustments. (By the way, I know Step 1 isn’t in this newsletter; this was a 90-minute presentation, and I simply can’t cram all of that into this issue.) Can you get quality leads who convert into customers from this campaign? If the answer is no, you need to look back at Step 2 of this training. This is how you scale up a new marketing campaign. But most people want to go straight from cutting the check to the vendor or advertising agency and slide right into efficiency. Sometimes that works, but more often than not, it is a total failure, and you waste a ton of good money and a potential good source of new leads. Understanding this foundational info is key to growing and scaling your company, regardless of your industry. The foundational systems and processes aren’t just for marketing and sales; you also need to have systems and processes for running your business, hiring, firing, etc. If you’ve stalled out, aren’t growing, or are simply growing slower than you’d like, it may be a time to go back to the foundation and figure out where things have gone wrong instead of throwing the baby out with the bath water and looking for another shiny object that simply won’t work because the foundation is broken. Finally, once you have response and volume, you now need efficiency.
The first goal of any new campaign is response .
If you create a new campaign and simply get zero response, it is difficult to turn those zeros into a whole number. When you get a goose egg from a campaign, you need to go back to Step 1 of this training.
–Shaun
P.S. We have another Bootcamp coming up Feb. 7–8, 2019. If you want help, you can get a ticket for only $297 until Dec. 14, 2018. Go to NewletterPro.com/scaleup.
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