The Marketing Solution

Even if you hand a client a perfect ad account with all adspend in KPI, there's going to be depreciation. Media Buyers are jugglers who take into account Audience saturation, ad fatigue, budget, and creative. But different data sets illuminate different issues within the ad account, so understanding what they each say is detrimental to the juggling act. In this episode I go over the most important metrics I look at to tell if an account is succeeding - or needs a funnel refresh.

Mark Zuckerberg - CEO of Meta - has a strong platform and a mismanaged agenda. There's so much potential in this colossal tech giant's pocket, and in this episode, I go into detail on how (from a marketer's perspective) the platform can be changed for the better. A CRM for content creators, a simplified interface, and a timeline-sorting filter are some of the ways Meta/Facebook can improve!

Is your product or service worth the money? That is what your customers and clients are asking. The perception behind this is that a cost-saving price point will be a strong value proposition for your potential customers. I'm here to say, that is incorrect. A strong brand and service will provide quality over price, and will be WELL worth the amount spent. This episode is for Agency Owners and Freelancers who are setting their prices - you may be selling yourself short. If you have terrible clients that breathe down your neck, your client's perception of your value may be low. They may not trust your work, or they may have little respect for the amount of work it takes to complete your job. The solution? Add Zeros. Then prove it.

The importance of First Party data in a Post iOS14 world cannot be overlooked by marketers. To have true buy-in from your audience is necessary to uphold a trustworthy brand, not to mention it's applications in paid media retargeting. First Party data (LIKE EMAILS COLLECTED FROM QUIZZES AND LEAD MAGNETS), can lead to stronger Lookalike audiences, cheap ad retargeting, and email list growth for an increase in LTV and repeat customers. In this episode I touch upon Quizzes and how they give back to the user before asking for contact info in return.

Google has a very specific algorithm that crawls the internet for every keyword in your search. This means that the way you describe what your looking for will affect the search results. From a business perspective, your SEO rankings depend on these keywords. In this episode we walk through how to get your best results from google as an end-user, AND how to rank the highest for long tail keywords on Google, increasing your SEO.

Social Media Marketing is both paid and organic. The one thing that connects the two is content. It's necessary to be posting content onto your channels and to have a strong content funnel strategy. In this episode, we talk about what content engages your audience at different levels of purchase intention. Remember, it takes 8-10 touchpoints for your audience to buy, so it's important to cater your social content messaging towards where they are in their customer journey.

Marketing and Sales coincide with one another in all forms of business. They're so closely intertwined that sometimes people confuse the two. Entry-level "Marketing" positions can reveal themselves to be door-to-door sales, entry-level "Sales" positions can have more marketing involved than initially anticipated. Despite this overlap, there are some key differences to identify to keep you on track for your career. Just a heads up - I'm a marketer, not a salesperson, and that reveals itself often in this episode!

The best way to grow your business is to become more efficient - essentially, do more with less. And one of the easiest ways to accomplish that is... by outsourcing your work. Your specific skillset needs to be put to use, but you shouldn't be struggling through tasks that are not your forté. Time is money, and if it takes you too much time to accomplish tasks in your business, it's time to hire more hands.

Are you ready to work and explore the world at the same time? In this episode Shelby talks about her experience and the tips, pro's and con's on working remotely and how to enjoy your freedom while exploring the world. Learn about preparing for a digital nomad lifestyle and stay productive while traveling.

Take 1, Take 2, Take 5! Getting the scope of this show in under two minutes might pose as a challenge to our host - Shelby Paige - but overall here's the gist of it: she's here to make you a stronger marketer. Digital marketing is a larger-than-life concept that spans beyond branding, the customer journey, sales, or even human behavior. There are technical elements you need to know, there are soft sciences to consider, and there are different perspectives you're marketing for. If you want a fun and engaging way to expand your breadth of knowledge each week, you've found the place. Join us for a new episode every Wednesday. We promise to keep them short and to the point, so you can cut through the noise and get an actionable tip to grow your business.

Have you ever heard of the branding agency that sells ONE product and doesn't even package it? It's not a dropshipper - it's REDBULL. Redbull is a company that owns countless sports teams, sponsors thousands of events, and sells the same amount of cans a year as the amount of people on this planet! They've completely dominated their energy drink market, and in this episode we talk about HOW they did it.

There's no better way to engage your audience than by doing something they'll always remember! That's what Billie Eilish, Bridgerton (yes, the TV show on Netflix!) and Liquid Death did to get your attention. In doing so, they piqued the interest of millions of people worldwide, and they were able to stay top-of-mind for long afterwards. Learn what made them so enticing, and furthermore - how to do something so BIG for your brand!

Be your own boss! Affiliate Marketing is an arrangement by which a company pays a commission to a traffic source outside of its Marketing reach. This is mutually beneficial to the company - which is reaching an untapped audience, and the salesperson - who is leveraging their network to make money on the side. In this episode, we talk about the what, how, and why of affiliate marketing - including how to do it yourself.

Email Marketing is such an overlooked factor in your marketing strategy. But not only is it one of the oldest types of online marketing, it's also the cheapest (and most morally sound.) When it comes to warm audiences, email marketing is arguably the strongest. The audience your targeting has heard of you before - has opted in to hearing from you (first party data) and is most likely to convert. In this episode we talk not only about WHY you should be utilizing this platform, but also HOW to. Learn best practices and basic email optimizations with me today!

You've heard the saying before - "Fake it 'till you make it", but that's not always the case. In this episode we talk about taking an entry-level job to learn your basics, and the trajectory you need to jump into freelancing where your salary is unlimited. Do not lose credibility - marketing is ALL about branding - and if you fake your stuff and get exposed, your brand authority goes out the window. Agencies with poor reviews end up having to rebrand completely if they're pretending to be something they're not. This may seem obvious, but learning under the umbrella of a well-put-together agency - or learning underneath a mentor, is going to help you prep for success the FIRST time you decide to scale.

What is the difference between Social Media Management and Ads Management? This distinction is important for any beginner to understand, and for all freelancers to make VERY CLEAR with their clients. SMM is an organic effort to grow your following, with KPI's that are based on reach and audience size. Paid Ads Management is a paid effort to convert sales, and involves more direct KPIs like Cost-per-purchase and Return-on-Investment. For whichever you decide to do, you need to properly explain the process of your job, and the costs involved (your management fee is NOT your ads budget, FYI!)

If you've just started Media Buying, you might not be aware of all the data points on your Ads Manager Dashboard. Two of the simplest to recognize are Reach and Impressions, as they are the most basic statistic available in Performance View. But there is a stark difference between them, and they directly affect the Frequency of your Ads. Here's their relationship between each other: Impressions / Reach = Frequency

Some important factors to consider when optimizing Facebook Ads Manager: Engagement, Frequency, CPMs, CTR, CPR, ROI, etc. These stats have a relationship with one another. Your CPMs (Cost per Millie) effects how much money you need to spend to garner impressions. Your CPR (Cost per Result) is directly related to how much money you've spent. Your Frequency and engagement rate will affect CTR (Click Through Rate) and understanding how all of these factors work will help you make informed decisions when optimizing your account. Remember, your bottom line is CONVERSIONS!

Have you ever seen the button on your Instagram account that says "Boost this Post"? In this episode, we cover what that actually means, who the algorithm will be targeting, and how to launch an ad from the Back End of Facebook Business Manager instead of a front-end boost. If you didn't know, a front-end boost will primarily target your existing audience and location, the ones that are tempered from seeing your posts to begin with. With a back-end Engagement campaign, you can actually saturate your target audience and control your KPIs.

Iterate upon awesome - there's no reason to lose quality as you expand your team or your client book. The number one mistake I've seen while working at agencies seems simple, but it's a lack of SOPs! Standard Operating Procedures help maintain excellence as you scale. This episode we go over how to write them, what they're for, and what they can do for you.

Love scrolling on social media? Good news! You don't have to do a "Social Media Detox" or put locks on your phone, you just have to make your Bad Habit work FOR you! This week we talk about how the algorithm adjusts to your search results, how you can learn from dreaded Sponsored Ad posts, and how to choose your following wisely. Learn how to manipulate the algorithm (both paid and organic) to help you accomplish your goals! No need to detox, instead just set some goals and reset your feed!

Experience is great, CV's help you stand out, and knowing what you want will get you there. BUT there's still something you can do to help you get the interview - get creative. In this Episode, Shelby talks about a few different ways you can up the ante: including a Video Cover Letter, manipulating the algorithm, and getting to know your future employer.

Last week Shelby spoke about the journey into the world of Digital Marketing, working remote, and salary expectations. This week we're diving into the nitty gritty details on how to get started in the industry. How to format your resume, where your education should come into play, when to use a CV instead, and more!

Ever wonder about working remote? What the salary expectations are, how to find your first job and "break in"? In this episode we break down exactly how to go from "Entry Level" to "Senior Strategist" and how to work anywhere in the world. Chances are, you're over thinking it. Shelby got started despite having no experience, and niched down into a managerial role in Media Buying. From there, the sky is the limit, and the world is your oyster.

Marketing has always appealed to the customer, but it's time to elevate the basics. The future of marketing lies in Segmentation and hyper-personalization: highly engaging and highly specific content, chosen by the user. That's why Conversational Marketing (and Quiz creation for engagement and First Party Data collection) puts brands a cut above the rest. First Party Data is still king, email is still king, and funnels need to adapt to the Privacy Changes of 2021. The User is once again front and center, and Shelby teaches you how to keep them entertained.

Ever wonder what a user's touchpoint can do for you? How users view your brand at each step of the customer journey? This week Shelby breaks down funnel strategy - how to take your audience from the unknown to avid fans of your brand. We discuss Cold audiences, Warm audiences, Retargeting, and Loyalty layers. Funnel structure breaks down into the behavioral psychology behind purchase behavior, and must be considered if you want your strategy to convert to sales.

Ever wonder how your ads track you? How they're able to practically read your mind? In this episode we take a look at past tracking methods - like the Facebook Pixel and it's targeting effectiveness - along with the BIG DISRUPTION (Apple iOS14 Privacy Changes) and how we pivot. What is the biggest way to beat a market disruption? Going back to the basics.

What does your Conversion Rate have to do with compounding revenue? You can make more YOY by increasing HOW OFTEN you convert a customer to a SALE. Let's discuss the different factors that effect conversion rate: the User Experience and the Quality of Traffic. Here's the big question you should ask yourself: Would I TRUST and BUY something off of my own website?

Is the Opportunity Cost of Time eating into your profitability and restricting your ability to scale? Ask yourself these questions when tackling a project. Is there a better person you can delegate this task to? If what you're tackling is a weak skillset for you, (and you don't plan on increasing your efficiency in this area...) then it actually works against you to take 3X longer than an expert in that division. Hiring strong 3rd party vendors can save you time, which saves you money in the long run. Your time as a CEO is worth money, make sure you're using it wisely. ✨ Follow For More ✨ Instagram: www.instagram.com/silverswann.ssm/ Facebook GROUP: www.facebook.com/groups/silverswanncoaching Facebook Page: www.facebook.com/silverswannmarketing Website: www.SilverSwannMarketing.com

How do you decide Brand Voice? First, find your brand's solution. Then define the problem your target audience has. Decide who your customer 'Was' before they interacted with your brand, then determine who they 'Will be' when your brand provides. Do NOT make the mistake of catering to who your target audience IS. Target who they Want To Be. And most importantly, do not commoditize yourself. Differentiation comes from authentic experiences, so make sure to build Brand Voice off of Archetypes, not Stereotypes. ✨ Follow For More ✨ Instagram: www.instagram.com/silverswann.ssm/ Facebook GROUP: www.facebook.com/groups/silverswanncoaching Facebook Page: www.facebook.com/silverswannmarketing Website: www.SilverSwannMarketing.com

What does the Razor & Sidekick have to do with Branding? Shelby Paige walks you through how Brand Voice helps define your audience to build loyalty. You are the solution to a problem, you are the bridge between who someone IS and who someone WANTS TO BE. You can't just sell your audience, you must truly engage with them to learn more about their needs and how to solve a problem they have. When doing so, you'll be able to convert repeat customers, have brand loyalty, and saturate your market with ease. ✨ Follow For More ✨ Instagram: www.instagram.com/silverswann.ssm/ Facebook GROUP: www.facebook.com/groups/silverswanncoaching Facebook Page: www.facebook.com/silverswannmarketing Website: www.SilverSwannMarketing.com

This week we talk about multiple touch points in your Customer Journey and when to provide value to your audience. (HINT: the answer is Most of the Time). With multiple platforms and multiple places to interact with your audience, there's plenty to choose from. Shelby goes over how many touch-points it takes on average to convert a customer (it's 8) and why this matters to increase your LTV of said customer. Saturating your market is no easy feat, but Shelby Paige can help you get there. ✨ Follow For More ✨ Instagram: www.instagram.com/silverswann.ssm/ Facebook GROUP: www.facebook.com/groups/silverswanncoaching Facebook Page: www.facebook.com/silverswannmarketing Website: www.SilverSwannMarketing.com

For our very first episode, we focus on the core of all brands in eCommerce - Loyalty. If a customer is loyal to your brand (through market saturation, brand awareness, engagement etc) it reduces the Cost Per Acquisition (CPA) when you actually launch a paid marketing strategy. Paid marketing efforts fall to the wayside if not working in tandem with a social strategy that engages your audience. If you want more repeat customers, lower CPR (Cost Per Result) lower CPMs (Cost Per Millie/thousand users) and a higher-converting brand people will LOVE... stay tuned for next week's episode!