165: How to Maximize your marketing dollars with the least amount of effort and most effective return- Part 2

Know how to maximize your 747 content! In this second part of our 747 discussion, we talk about going through the different pipelines on how we can distribute your brand everywhere, along with what kind of strategies would be perfect for your medical practice.

Take the next step with your content today! Now that we know about the 747 content plan and what it can give your medical practice, it’s time for us to learn more about the different strategies, marketing plans, and advertising options you can utilize along with it. From (leads them right to scheduling with you) your pillar posts gaining traction, maximizing SEO for your content, and even getting leads that go straight to scheduling, this week’s podcast is chock-full of information you’ll NEED to SUCCEED.

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October 29, 2021

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MATT COFFY: All right. this is part two of our marketing distribution strategy. Part one, we went over the 747 program, and we’re going to show you how this is involved in a bigger picture of how to maximize marketing activities, utilizing content and paid advertising. We’re going to go through how they meshed together, why you need to think about the strategy and some ideas to create multiple channels where there’s opportunity to drive customer leads, revenue, and obviously profits. So we’re going to start in the center here, and I’m going to blow this up so that you can see this. and I know this diagram is going to be a little bit of a mind bender to go through all at once, but we’re going to start with a content strategy. So we’re going to start with what we left off in the last episode with our 747.

MATT COFFY: So if you recall in our 747 discussion, which was related to roughly up to 164 pieces of content going out from the company organically per month, and then you are boosting those posts. So we’re going to look at this 747. So all of that content, when we start talking about those pillar posts. So if you want to go back again and look at what pillar posts mean, those are the main podcast/ blogs that we do in the 747 program. You’re going to see that we take those posts and we immediately get them into PR. So we’re going to end them up in all of the standard, general networks. We’ll push them out to all the major networks. There’s about 400 different signals we can generate, by adding in, this, feature of adding it to the press release distribution, engagement that is out onto the regular networks, all of these traditional, businesses that relate into the networks, TV affiliates, radio affiliates, newspaper affiliates ; there’s literally thousands, but we’re, we basically stack them into getting this piece of content as a press release and the press release will go into distribution.

MATT COFFY: And that powers, all of the entities that are out there back to the pieces of content that came through your 747. So again, once we have built the content strategy out, and we’re producing, again, over 150 pieces of content per month, and then we’re putting up at minimum two pillar posts that are going to distribution, all of that link power, which is otherwise known as SEO, is coming back to the website, into those articles to boost and then help generate activity, not just from a Google perspective and from a personal human being perspective. Okay, so now we are into the bottom part of the content strategy. So we mentioned before the podcast page, all of those things go into Facebook, organic. obviously the blog page is created, and we hope in most cases that we can also link to a case study page from that podcast or pillar post so that we can tie together, someone who’s interested in looking at specific case studies related to the topic.

MATT COFFY: we always try and tie together case studies because it’s a human interest to find out solutions that they can relate to them. And a lot of the times when you’re starting to do this, you’re linking these back so that they’re in cadence with each other, so that you can have multiple threaded discussions going out. Once people have reviewed this content, there’s different ways for people to interpret it. And what this does is it also allows us to then do email marketing. So we take the content and we create an email out of it to just to distribute into the existing clients’ network. We also obviously are using the, organic, Facebook posts that we’re splitting out of the 747 as boosted posts. As we see here, to get that into the networks. And then obviously we’re also dropping all this content into Google, my business as well for, the simple fact that that’s another signal to Google to get you on the radar screen.

MATT COFFY: And it’s another distribution, but this is sort of your content distribution strategy where you’re really just doing content. We’re not talking about advertising yet. So, the one thing they have to think about this model is that we are retargeting. So once anybody comes in on these posts, they are going to be then targeted or re-targeted in Facebook advertising. So as soon as someone does touch a one of these boosted posts, they’re going to get retargeted. So we’re going to go now to our advertising section, and I’m going to zoom out a little bit, so you can see where this line goes to. So you can understand that why I have an additional line that takes all of this and brings it into our content, our advertising strategy. So now we’re going to talk about the bigger aspect of looking at advertising and paid content, that would be relative to beyond the boosted posts.

MATT COFFY: But now we’re going to talk about running offers. So we’re going to look at this in a couple of different models. So again, here’s the company, we have Facebook and Instagram ads and Google ads. Now we’re going to put Google ads on the side for right now, because it’s a bit very parallel to this, but it’s a separate discussion, which we’ll have it in a third episode, but we’re going to really concentrate on where we feel there’s an opportunity for low costs and effective ways to get people engaged. Now, Google ads do come into play and it does all run the same parallel processing. But for right now, we want to talk about running Facebook ads. So if you are running a Facebook offer and what I mean by that, there’s a couple of different offer strategies. we can offer what’s known as either an ebook or a, a downloadable or a guide, some sort of piece of value content, a cheat sheet.

MATT COFFY: There’s a different vernacular for each industry, but that’s really where one of the campaigns is driven to get general interest for nurturing because those people are, if they’re not directly buying, they want to get information. The second type of campaign we run is a direct campaign, which is an offer campaign, which is a direct offer that says, this is the product or service, you’re going to get X, Y and Z, should you purchase Y. So we definitely run those as a strategy where we are also looking at, you know, basically engaging the person to go directly into an offer. And a lot of the people that we work with, have consultations as part of their strategy as the main function of getting closure or speaking with a client. So if you look at this from a top-down perspective, this type of offer would be a direct, “Hey, would you like a consultation?” type of scenario

MATT COFFY: And that would include an offer in that, in the case of many of our clients, there’s a specific offer that we’re working with that drives, the direct behavior to a consultation again. So this is sort of your ebook is your light. Now you’re talking about campaign direct, and then we’ve got a campaign group. Oh, by the way, this could be a traditional book, as well. we have a lot of, folks that we work with that do have regular books as part of their offer. So campaign group, now we’re talking about some very focused strategy on, what I would call identifying a pain point. So what we do in this case is it’s more of a general, quiz slash test type of scenario. So now you’re getting people who are interested in finding out, discovering what is their problem, because they don’t know, or they may not understand something.

MATT COFFY: So this is an interesting offer that works really well. And we can even group these into different segments of types of campaigns. so if you want to take a physical example of this, you can think of things as, when we work with, especially with doctors, they have different types of pain functionalities. if we work with a client who does some of the things that would relate to maybe business consulting, there’s different business consulting attributes that you can get into a group. But the concept is the same, which is we really want to bring them to a next stage where we can sequence out what the pain is for the client on an, on a landing page. and again, all of these are all retargeted and pixeled. Now, if you can remember as well, we also had these other content pieces, which all have linking structure back to a direct landing page back to the offer.

MATT COFFY: So we also have to consider when we’re doing this type of content, we’re also including a call to action, again, back into, the structure of a landing page that would go to a direct offer. Now, certainly you could go through and move them to a standardized, separated pain structure, but we do think even just having a general offer to get a consultation is the general nuances for a long-term nurture, because we’re really looking at this structure from a paid advertising to drive traffic. So again, we have three main campaigns that are running a book or giveaway or download something that’s going to be a give away to the client, a direct campaign offer, which would be a consultation strategy in most cases where we’re trying to get people to, schedule a discussion or schedule the next step. And then a group campaign related to specific pain points that we are looking to help the client or the potential customer get through again, all retargeted so that whenever someone touches any campaign, that they are getting retargeted again and being re-targeted multiple types of campaigns.

MATT COFFY: So someone comes in on the ebook, we’re going to retarget them with a consultation. If someone comes into the consultation. And again, if they don’t convert where we’re targeting with ebook and retargeting again. So cross-functionality is the real key here. Now, that landing page behind this. So once they come through the ad sets, they’re getting to a landing page, a landing page for obviously the direct offer is going to ask them to book an appointment, and that will take them to a scheduling page. same thing with, if they’re coming directly from any of the sequences that are coming from the content, we really are just asking for the appointment. as far as the, the ebook, we’re taking them to, we’re getting them into an SMS nurture, and we’re sending them either, a video overview of the service or what we could call a continued webinar, where they’re basically going to be set into a nurture to be sent to an ongoing continual, explainer video.

MATT COFFY: And again, that explainer video has the offer landing page built into it as well as an infrastructure so that when they go through the content where they can immediately, pick their, time to get to the offer landing page, which gives them the reason to book a time. So really sort of a two-stage funnel with any giveaway, because of the fact that we expect them to be the top of the funnel. And this is sort of, if you look at this, this is the top of the funnel stuff. So these people are, are getting discovered. this is the bottom of the funnel. People directly want to go and just book an appointment. And this is the middle of the funnel where people are discovering their pain points. So let’s go to the last one here, which is our offer landing page from the campaign group that is we’re looking to get discovery of their pain points.

MATT COFFY: We are then taking them to a form from the landing page that takes them through a set of sequences up to usually five to 10 different questions. And based on their pain, we’ll immediately get them into a sequence of email nurtures because we’re capturing these mid-level funnel people. And what we hope to do is also schedule them through this infrastructure. So at the end of this pain point form, we ask them for, to get into an appointment. But if they don’t, we’re continuing to sequence them out with email and nurtures. So we’re really looking at all different phases, you know, direct bottom of the funnel, ready to make an appointment, beginning, top of funnel and mid funnel, all three of those, again, all retargeted so that we can catch them in their different set of sequences.

MATT COFFY: All people come back typically to a scheduling page in this particular case. They are pre-qualified, at that point for a call, and again, I think this is the determination of our clients, whether they have a pre-call with, a subsidiary in their company, meaning that this is someone who’s sitting there going, “okay, I’m going to see if this person is the right fit”, or “this could be a prequalification call directly by the, principal of the business or the sales person”. Again, once that’s done, the preapproval build is sent it’s booked for a sales followup, or in some cases, just even a paid model where they’re booked right in, right into the sequences of, going into a, form that would fill up for conversion. So in all reality, we’re really looking at sequencing these people through these different types of formats in order to maximize the value.

MATT COFFY: So you really look at this holistically, you’ve got your, content model here, which is delivering a preponderance of authority. You’ve got your content distribution through PR. So now we’re building outward authority. You’ve got your basic organic strategy that’s building the resonance with all audiences, and you’re hitting all the different types of, natural communication that would happen, whether it’s organic email, Google my business. but again, you’re also then going up and we’re starting to see this entire model, which is that we are starting to see the business of now our entire infrastructure of this model, where we are now going into all of the paid advertising. So you can actually see all of these activities together, all contributing up and in sequential order through these different pipelines to get to the point where we’re scheduling a consultation, which is the sort of initial sales set, and then we’re bringing them through qualification and then into conversion. So this all works together. This is part two of the entire infrastructure of how to build an entire campaign based off of doing organic traffic, along with advertising, so that you can capture as much activity as possible with your strategic placement of your authority content.