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Aired 7 months ago 14:51
Three tips to help land that C-suite position | Ep. 54
How many times do we feel like we're "stuck" in our career? Or as though our personal growth has plateaued? On this episode, we spoke with Traci Dolan who shares her success as the former CFO of ExactTarget. She offers three, practical tips to launch your career to the next level. Show Notes: MATT: As we approach the 10-year mark since the 2008 financial collapse - as a global market, we’re still picking up the pieces. However, the economic comeback we’re seeing across the United States shows favorable conditions for both new business creation and corporate development - which in turn means better chances for your start-up business’s success or that big promotion. On this episode, we’re talking with a CFO who offers some practical tips for professional growth. The sun is rising on our financial landscape. How will we make the most of it? Let’s get to the podcast. (The ROI Podcast Music) MATT: Good morning, and welcome to another episode of the ROI Podcast presented by the Indiana University Kelley School of Business. I’m your host, Matt Martella, broadcasting from the downtown Indianapolis campus with my special guest, associate dean of academic programs, Phil Powell. Hey Phil… MATT: Now Phil, we’re only a few months away from the 10 year mark since the horrible 2008 financial collapse, that many experts are calling the worst implosion the global market experienced since the Great Depression… leaving so many families in turmoil and creating a highly conservative approach to the way both businesses and families spend their money. However, the global markets over the past few years indicate a sort of “bounce back.” PHIL: You’re right! The confidence people have in the economy in recent years is really reflected in the strength of our current global market. And that’s breathing new life into the start-up business environment as well as expansion and growth in corporations. Simply look at the recent trends. According to the Bureau of Labor Statistics, start-up firms were at an all-time low in 2010 following the collapse. Jump to 20-17 and we saw the number of new business creations grow by close to 100-thousand since 2010. Just last year, start-ups gained 1.7 million jobs since 2016... and the growth seems to continue. MATT: And major corporations seem to be reaping the benefits too. In fact the U-S Bureau of Economic Analysis are calling the first quarter of 20-18, just the first quarter ALONE, an all-time high for corporate profits since 1950. U-S corporations have profited close to 1-hundred-ninety billion dollars this year. That’s some serious spending power if you’re sitting in the executive suite to grow your corporation. PHIL: And this should also give those of us who have been kicking the bucket around, waiting for the right time to start a business some hope and encouragement to finally take the leap. MATT: Let’s talk about that for a moment. Following the 2008 financial collapse, we experienced a MAJOR slow-down in small business creation. In fact, new business start-ups fell by almost one-hundred-50-thousand, going from just over 6-hundred-thousand new businesses in 2006 to barely crossing the 4-hundred-fifty-thousand mark in 2014, according to the U-S Census. What do potential entrepreneurs need to do to overcome their fear and take advantage of this incredible economic growth? PHIL: Well it’s simple to hear, but hard to implement. The bottom line is they need to be confident. They need to trust the economic trends and plug themselves into this financial growth our country is experiencing. Starting a business will always come with uncertainty, fear of the unknown, and will most definitely push a new business owner’s comfort-level, no matter how the market is doing. But seeing how far we’ve come since 2008, I feel if there was ever a time to take that chance for your new business, that time is now. MATT: One of our marketing professors, Kim Saxton, sat down for an interview with former CFO of ExactTarget, Traci Dolan, who most certainly can speak about pushing personal comfort levels. Not only did she rise to the CFO of a tech company WITHOUT a technology background, but as CFO of a different company, she led the decision to take a public company private. That alone would create a huge level of uncertainty. She says that no matter where we are, whether we’re about to start a business or on the tip of the spear for making uncomfortable business decisions that ultimately could affect our career, we have to be comfortable BEING uncomfortable. Traci Dolan: “You can't be paralyzed by fear - my greatest achievements in my professional career have been because I put myself out there a little bit, outside of my comfort zone, either applying for a job that I really didn't know if I was qualified for, or taking the lead on some project that I might've not had the skill-set and knowing it wasn't going to be perfect. I often see people struggle with decision-making because they're fearful of making a mistake, and it's paralysis to an organization if that happens.” PHIL: This is not simply for those of us trying to start our own business either - this can apply to those of us in the corporate world who have sites on upper management positions, director roles, or even the big “C-level” office. Those looking to grow themselves in the professional world have to constantly push their comfort levels. I’m not saying we make radical decisions without doing our research first, but we cannot expect to grow ourselves as a corporate professional OR an entrepreneur by staying complacent. If we’re struggling with complacency and don’t know what to do, the best advice I can offer is find those people who have succeeded. We have to surround ourselves with those who have our dream jobs, our dream business, or are successful in an area we want to succeed. Take them out to coffee and simply listen. Find out their personal habits, see what they’re reading, ask them what their success looks like, ask them about their failures, but more importantly, ask them how they overcame defeat. This will help us lay down tracks for our own professional goals without having to “re-invent the wheel” so to speak. MATT: And if we’re in a position that affords us the power to hire, Traci says to surround ourselves with the best, then GET OUT of their way. Traci Dolan: “Hire people smarter than yourself, let them grow and develop, and hopefully [they'll] take the role you were sitting in so you can keep growing too. Often times people are less inclined to do that, they're either micromanaging or they're somewhat concerned that someone's going to "up-stage' them - I think that's [the] absolute wrong way to look at it. By bringing on the smartest people you can find and actually trying to fill the gaps that you yourself don't possess is the greatest way to keep growing, developing, and ending up in the C-suite.” MATT: The beauty of these principles Traci shares is they’re scalable for entrepreneurs and corporate professionals. Because no matter what our title or where we fall in the corporate chain, we will have to make decisions. Some decisions will affect our organization, but MOST of the decisions we make will affect us personally. PHIL: That’s a good point. Because even unmade decisions – decisions we are afraid to make or decisions we chose to avoid, are in fact a decision. In those moments, no decision BECOMES our decision. And people around us see that. And a lot of that stems simply from a fear of failure. As American’s, we have a culture of “winners” and “losers”. If our decision succeeds, we turn a huge profit, hire the perfect candidate, or get ahead of our competitors, we’re a winner. Yet, if we fail, we decide that person doesn’t fit our company’s morals, lose short-term profit, or get some bad press, we become a “loser”. And that’s what business leaders have a hard time navigating through - they simply don’t know how to let go of that winner/loser mentality. MATT: And for many, it’s that fear of being viewed as a “loser” that prevents people from even trying in order to stay in their comfort bubble. But that view has to change because no matter what, life always guarantees us failures. It’s not about winning or losing in business, it’s about growing or stagnating. If Traci let her failures define her, I would bet my money that she would simply be crunching numbers as a public accountant still. However, she took a different approach when it came to failures… Traci Dolan: “I’m sure my life is full of failures, but I just kind of dust myself off and don’t look at them as that way. I look at them with learning because tomorrow I'm going to fail at something - I'm not sure what it'll be, but it won't be what I failed at today because I will have learned and picked myself up to keep going.” MATT: And what better example of how to navigate through failure then watching Mark Zuckerberg, CEO of Facebook, deal with some poor business choices recently. Let’s study Facebook for a moment. Here we have a multi-billion dollar company, make some poor business choices that affect us, the consumer, on a very personal level. We’re talking about a lot of people’s personal information not valued the way we would expect. We even find Zuckerberg having to testify before Congress, gaining the attention of major national media outlets. For most, this would destroy their reputation, profits, and potentially their company. And who knows, this could still blow up in their face, but at the moment, their stock price indicates quite the opposite. So, what if Zuckerberg let fear overtake how he leads? What if he let the failures or his anxiety cripple his decision making process? PHIL: It would be corporate suicide. Despite all that’s still stacked against the future of Facebook, they’re essentially turning their lemons into lemonade. Sure it’s coming with a high financial price tag - and I guarantee Zuckerberg feels the anxiety of his decisions, especially with the microscopic scrutiny of the media. But the BIG take-away is, he’s still making decisions and moving forward. And even though they may not all be the right ones to make, the fact that they’re made gives investors the confidence they need to put their money back into stocks. Despite their bad press, they closed at $207.23 per share on July 16th. That’s the highest they’ve been since they went public! So if you’re one to become overwhelmed with anxiety in the midst of making decisions, one practice to build your confidence is to know what’s going on in your department or your organization as soon as possible and make the best choice with what is known. Traci Dolan: “I think the sooner I can come up to speed on what's going on in the organization, the more effective a decision-maker I will be. I haven't been mentored to do that, per se, but just by career history, it's just evolved.” PHIL: Fear of failure and the anxiety that comes with decision-making put serious growth stoppers in our path to professional success. We have to remember that these emotions are normal for everyone. What separates those who are successful from those you are stuck are, they learn how to overcome them instead of being overcome by their emotions. MATT: Finally, it’s extremely important that we don’t limit ourselves by saying it cannot be done. In order to be a leading business owner or a top-level executive, we have to let go of the “we can’t do this” mentality. Traci quickly learned her focus as a public accountant had to expand past the numbers and spreadsheets. This shift in seeing the big picture and how to make uncomfortable choices ultimately landed her the coveted “C-Level” position. Traci Dolan: “What becomes really important is being a strategic business partner - once you establish yourself as that, and understanding the business and trying to find ways to say yes so that the answer isn't, "No, you can't do it," but it's, "No, you can't do that, but let's figure out how we can do this so that it's a win for the business.” —BUTT TO — “In fact, if you're not working with the business and you're sitting in your office cranking on spreadsheets, pretty soon no one is going to want to talk to you, and you've lost your strategic value to the company.” || MUSIC PLAYS || MATT: So let’s recap. The key is to start. Start the business, start learning your organization, start finding a mentor, or start embracing the uncomfortable growth necessary for success. Next it’s about shifting our perspective of failure - whether in fear of failure or anxiety of decision-making - we have to see failure as fertile grounds for personal growth. Finally, we CANNOT limit ourselves with a “can’t do” attitude. We have to figure out ways to make it work so our business and we ultimately succeed. || MUSIC PLAYS || MATT: Thanks for tuning in this week. As always, thank you Phil for being here today. If you enjoyed this podcast and want to discover more, check out our archived episodes and don’t forget to subscribe. While you’re there, tell us what topics you would like to hear, leave a review, or just say hi. I’m Matt Martella and this has been another edition of ROI Podcast presented by the Indiana University Kelley School of Business. || MUSIC FADES OUT ||
The ROI Podcast
Aired 4 months ago 29:02
Helping Business Owners Be Seen - Joe Fier & Matt Wolfe - FHR #283
Why Dave Decided to talk to Joe and Matt: Joe Fier & Matt Wolfe are the co-founders of Evergreen Profits and absolutely love showing people how simple it really is to get seen online in competitive industries. They share their system of driving targeted traffic that turns into leads and sales to business owners who want to scale (but have failed in the past). They aren't an agency (they're pretty much the anti-agency). Having generated over $100 million for themselves and their clients, Matt and Joe pride themselves on helping other business owners who want to be seen, and give great advice on affiliate marketing strategies and audience growth systems. Tips and Tricks for You and Your Business: Traffic strategies (2:30) SEO strategies (4:10) Creating content around affiliate offers (7:30) Using ManyChat as live chat (12:40) Funnel Stacking (15:50) Quotable Moments: "People want to be talked to as a human, not an automated bot" Tools: Yoast SEO EvergreenProfits.com/funnelhacker Links:FunnelHackerRadio.com FunnelHackerRadio.com/freetrial FunnelHackerRadio.com/dreamcar ---Transcript--- Speaker 1: 00:00 Welcome to funnel hacker radio podcast, where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales, dominate their markets, and how you can get those same results. Here's your host, Dave Woodward. Well everybody. Welcome back to funnel hack Speaker 2: 00:18 radio. I'm your host, Dave Woodward. You guys are in for a treat today. I have opted to have two amazing podcast host as well as guys who are absolutely crushing it. So let me know just to you guys, Joe and Matt Wolfe. What can the show guys? Hey man, how you doing? Thanks for having us on. I'm so happy to have you guys. So these guys are the cohost of hustle and Flowchart, which is an amazing, amazing a podcast. They've got cool, cool guys on there. I just know she had Tom Breeze on a couple of other guys. I've noticed obviously Billie Jean and the whole list. I'm like, Gosh, these events. Read them. Know a lot of these guys. Good Friends of mine. So it's a mucks. The most important thing that I want to make sure those guys who are listening. The reason I wanted to have Joel and Matt on today is these guys are almost anti agency and I want to kind of address why would, why we bring up anti agencies. Speaker 2: 01:06 The main specialty they really have is driving massive amounts of content. Also a of traffic, I'm sorry, using ads and content, podcasts being one of those content pieces, but one of the really cool things these days right now is they have this weird like super power of being able to be seen everywhere, but by the right people. Everyone these days talks about being seen everywhere. It really doesn't matter if you've seen everywhere, if no one cares about you, so we're going to talk today about is how to get seen everywhere by the right people, how to do affiliate marketing the right way, how to actually use ads, content traffic, so hold on tight guys. It's gonna be a fun podcast and super excited at both you guys on the show. This is our favorite topic is just kind of opening up some eyeballs to how traffic can actually be done effectively and not extensively and it's a super easy. Speaker 2: 01:53 Once you get that foundation layer, well do I know that's one of the biggest things most people struggle with is this feels like to do traffic. I got to spend thousands and thousands of dollars. I never know which dollar really works and which one doesn't. It's kind of proverbial going back to the old branding days and you know, 50 percent is going to work. I just don't know which 50 percent it actually is. So with that, let's kind of dive right in guys. So tell me what, where do we start? How does, where do you want to take this thing? All right, so you know, probably the best way to approach this. I'll kind of give a quick breakdown of our traffic strategy and then you can kind of pick it apart if you want and we'll just dive deeper and deeper into it. So the way we drive traffic, is it sort of a combo of Google ads, Seo and facebook ads? Speaker 2: 02:32 Um, so what we'll do is we'll create a piece of content around the problem that our product solves. So a blog post on our wordpress blog, we'll create a piece of content and we'll go to google and we'll find what people are searching for keywords around the content that our problem solves. We're not trying to sell them on that first touch. So for example, one of the examples I gave on a previous podcast was, um, let's say you have a home remedy for, okay. Um, somebody goes to Google and says a in, how do I cure heartburn at home? Right? Well, that person is looking for a solution to their problem. You put content in front of them with some tips on home remedies for heartburn. Now that they've used that content, they essentially raised their hand and said, look, we've got this issue. That's how we know that this problem is interested now, or this person is interested in what we have to offer. Speaker 2: 03:23 Now what we're gonna do is we're going to retarget the heck out of them everywhere. So they're gonna start seeing our ads to our product offering on facebook, on Google display network, on youtube ads onto Bula. Uh, you name it. We've probably experimenting with retargeting on those places, so the key ideas use google search ads so that people are searching for the problems that they have, put content in front of them related to that problem and then just retarget them everywhere once they viewed that piece of content. So that's the sort of game plan in a nutshell that, that we operate under and we do it with both our own products and with affiliate products Speaker 3: 03:56 in our podcast and our podcast. So I'm really curious because Seo is one of the things I just suck at. I've never done anything. You get this thing out. The whole idea as far as google content scares me. It's how do you, how do you really do this thing effectively without having to outsource all of it or do you outsource at all? So there's a combo. We do outsource a little bit. We actually hired some interns and have have a little team as well. We're lean and mean, so we're not a big company so. But it appears that we have this massive budget, which is really cool. It's only being shown to the right people. All these ads, so for Seo, we always use a yoast seo plugin for wordpress sites, so just the free version can do a lot for you if you just turn the all the lights inside the plugin green. I mean that's a good first step. I mean everyone should be doing this and we didn't focus on that for a very long time. We did that for about two months with all the previous existing posts and now what do you know? Organic traffic is the number one player for us. That's how we get most of our traffic. So the retargeting Seo while ast, is that right? Why O a s t a r y s t, Speaker 2: 05:05 yeah, and if you're not familiar with that plugin and essentially what you do is you install it and then we write a new blog post. It says what keyword you're trying to rank for. You plug in that keyword and then we'll give you a whole bunch of suggestions of how to optimize that post so that it ranks for that keyword. So you just kind of follow the list. If you follow the list, there's a little light that starts out red saying you're not optimized. If you follow the list, the light turns green and you're now on Speaker 3: 05:26 page optimized for Seo tools. I'd love to see. Yeah, I mean it's great for existing content. We're all sitting on a bunch of it, so let's optimize that and then you can go further with some new keywords. So how you guys didn't use that on your podcast Speaker 2: 05:42 and cast. We specifically try to rank for our guest's name. That's kind of our big game plan with the podcast is anybody who comes on our show, we want to be on page one for that guest's name. We want our episode with them to be on page one so people will search for, let's say had dave Woodward on our show. They searched Dave Woodward. We're ranked number three probably below your site and you know, maybe click funnels and some of the stuff you're involved in, but ideally we show up on page one as, um, an interview with you that people are interested in. They click into our blog, they click deeper into our blog, defined other, you know, other things, and then based on what they look at on our blog, we then retarget them with offers. Awesome. So you're taking that podcast, make a transcript out of it as a blog article, taking that blog article using seo yoast and other tools to then rank for that Speaker 3: 06:29 guess. Yeah, exactly. And we see it as a big segmentation tool. Any piece of content, no matter what you're producing, we just, she's podcast. It's easy for us. We have a system and it's multipurpose, you know, we can go across the web and upload a transcript to things like a medium, you know, or use that on medium.com. You can make them into slideshare, pdfs and then get traffic that way. So we're big into repurposing, but bringing it into our, bringing people into our ecosystem so we can let those retargeting pixels do their work. Speaker 2: 06:58 Yeah, I love it. Well, I'm really curious on the affiliate side of things because this is one of the things that people are always bugging me about. You know, at first obviously you click phones, has our dream car award winning thing, so you get 40 percent recurring commission plus if you get to a hundred accounts on a monthly basis, you get $500 a month for your car twitter accounts, you get a thousand. So we've always got people saying, how do I get a car, how do I get a car, how do I get this money? And one of the things people I struggle with trying to help people understand is there's more to it than just taking our current links and blasted him everywhere. You are just magical at really creating content around affiliate offers. I want to spend some time on that. Sure. Speaker 3: 07:37 Sounds good. Um, yeah, so we start with I guess our approach. We'll start there as we like to work with tools that we love and ones that we use in our own business so we can put our knowledge, our experience behind all the content that we create around that tool. So, uh, yeah, we'll, we'll usually also work with folks that we kind of know who probably have act like better the relationships we have with that affiliate offer, let's just say that helps the entire thing. So we'll start with creating content and we'll select probably the top five common objections and then from there, you know, that's where we can start pointing ads on Google for instance. And then, um, that's more or less our first touch from Google ads to a piece of content. And then from there we have pixels for Google, facebook, youtube, there's, I mean there's all sorts of different platforms you can retarget on. That's where we call it our cleanup crew. More or less, you didn't buy on the first touch. There's always a call to action inside the value giving a blog post there. But we know that it's gonna take multiple touches. So we feed the Pixel. That's what the guys like. Vince Reed, Billie Jean, all those guys, you mentioned a Tom Breeze, they're all big on feeding the pixel. I think that's the big thing. People have to get over it. Speaker 2: 08:50 Don't go what that means because we hear that term feed the pigs all the time, but I don't people really understand what feed the pixel really needs. Yeah. So if you want to do retargeting, which is, you know, you, someone lands on your website once and now they're cookie cookie drops onto their browser. That's the pixel that you would grab from a facebook or Google ad platform. Uh, so that would be the pixel we're talking about there. And for retargeting you can build this audience. So the Pixel is essentially creating this new audience of visitors who are engaging with your content. So basically the idea is you put a piece of content in front of people, your pixels on there, anybody who views this piece of content is going to see our other ads. So we want to get as many eyeballs on this piece of content as possible so that more people see our other ads. Speaker 2: 09:37 So that's essentially what feeding the pixel is so that our ads are being retargeted all over the place to more and more and more people. I love it. Super Cool. And I guess one little wrap a bow on that, a lot of folks try to get super targeted on, uh, the, you know, the platforms she feed the pixel, you're leveraging their algorithms and the, yeah, the rocket scientists that work at Google and facebook, let's leverage what they've done really well, feed that Pixel and let them do the hard work. Yeah, we'll follow up when it comes to advertising. We've actually kind of gotten in the habit of selecting less and less options inside of facebook and Google and letting facebook and Google optimize for us. So you know, we're going to start with some, some very broad like interest targets on facebook, you know, we may start with like digital marketing or something like that which has $20 million fans, but it's still pretty broad and then we won't set any other targeting and if you let it run for like a week or two overtime, facebook's going to start to figure out which of these people are converting and which aren't. Speaker 2: 10:35 And they're going to start putting more of the right people in front of your ads. So I love that idea. That is super cool, so on the affiliate side, because affiliate marketing is one of the most can be a struggle for a lot of people because they have so many other people competing for the same type of words. Everything else. What are some of the key things you guys are doing? I know you guys, first of all said you take is find out what are the five objections or things about what else? I think there's a lot of ways with affiliate marketing that we go probably way above what most people are willing to do, which is why we've been so successful at it. Um, you know, real quick, I want to make sure we talked about that kind of success because you guys are just your normal affiliate marketers who are making a couple hundred thousand 100 bucks, a thousand bucks or even 100,000. Speaker 2: 11:18 You guys are like seven figure affiliate award winning marketer. I mean, you guys totally get this thing right now. Eighty percent of our business affiliate marketing is our main income stream. We do sell courses and things, but affiliate marketing is our main revenue stream. Um, if you want to learn how we're doing it, that's what we have the courses for, but we make enough money doing what we do. So, um, so, so as far as affiliate marketing goes, there's so many things that we'll do. So, a, we always like to create a landing page so we're never going to send straight to our clickfunnels affiliate link. We're going to send them to some sort of a piece of content that maybe compares click funnels to other alternatives that are there, that explains the various ways we're using click funnels in our business, things like that. We're going to create a lot of content around click funnels and why you should want click funnels. Speaker 2: 12:01 So that's where we're going to drive our Google ad traffic to. Um, another thing that we do is on our landing pages, we always put a little mini chat. I'm not sure if you're familiar with mini chat, but a little of course chat Bot that basically will allow people to communicate with you over facebook messenger. We put that on all of our, all of our pages everywhere across the Internet. So if somebody's interested in affiliate product and they have a question, they get access to me or joe or one of our two team members that are actually in mini chat fielding questions. So we'll actually get into mini chat and close sales over mini chat of products that we don't even own. Um, now I'm want to stop you there because this is one of the things that people screw things up with many chat is they've had this idea as far as it set it and forget it type of approach. Speaker 2: 12:44 You guys are actually, that's one of the things I love about what you guys do. You guys actually using mini chat as live chat, which is something most people don't even consider. It's like, you know, I don't want to do that. I'm just going to set it up and let it run and whatever happens happens. So yeah, we used to use, which was kind of the same idea, a little button thing that said, hey, do you have any questions? They message us and then we'd go into the dark app and respond to people when the mini chat opened up the version where you can do the, essentially the same thing, but it goes to facebook messenger. We got rid of our can just put that on there instead. But yeah, I mean the first two messages are actual automated messages. Like, Hey, what do you need help with, you know, select one of these options that applies. They click one, maybe there's a link to like an Faq or a video or something. And then beyond that a real person jumps in and actually communicates. Speaker 3: 13:32 And we have a whole system. So this is, I'm happy to bring this up because no one is doing this, not even for their own products. And we've had a, we just actually spoke to Mike mcalary of profit first and he bought a product from us and uh, and he noted he was like, you do better customer service than the actual product owners do affiliates doing this because of the follow up. And people want to be talked to like a human, not an automated Bot. People mainly think it's about talking to them. I'm like, no, no, no, no. This is joe here. This is Matt and I'll even do. We'll sometimes do loom videos where it's a customized screen capture maybe a minute or 200 percent of the time. Ninety eight percent of the time people are like, holy crap, you just took that time for me. Like personalized and by then you're pretty much close. They're telling everybody else about their experience. So it's super cool. Not very many chats. Amazing. You can do a lot, but flipping it to be pushed. Personalized and humanlike I think is the key. Um, so deeper down the, the affiliate funnel, Speaker 2: 14:36 no, the list around every single product we promote. So we have a list of people that are interested in click funnels. We have a list of people that are interested in thrivecart and other tool. We promote pushcrew yeah, we do push crew notification. So when, whenever we want do a promotion, we send it out to our entire push crew lists. Um, I don't know. We actually have an affiliate marketing course. It's got 120 different ways to promote products as an affiliate and if you just did them all, I mean there's no reason you can't make six figures a month doing it. Okay, so stop right there and tell people where they can get that because I've known them. People are going to go crazy. So how do they actually get that course? So that would be the best places to go to evergreen profits.com/funnel hacker. Speaker 2: 15:16 So you'll get a book actually, it's a little free book for the coastlines that all this traffic stuff and you'll have an opportunity to see the affiliate course and it's a piece of. It's a piece of a bigger funnel. We'll say that, which again, I want to make sure people understand. I think it's one thing I love about what you guys do is this I refer to is funnel stacking where they come in one funnel and they literally get stacked and layered and that layering is what allowed you guys to really crush seven figures as affiliates. Which is phenomenal. And I think too often people think that I'm going to create one funnel and it's just going to take care of everything for me. So explain kind of how your, how your funnel stacks work. Yeah. So everything is content based and we love to, you know, start with content and interest. Speaker 2: 15:58 Kind of like what Matt was lining out with, uh, you know, we'll have either topics around a specific product or maybe it's podcast and our case and we use that content to segment folks into these different funnels. So these are all different followup sequences based off of the type of content they just consumed. So they'll have, will have an email follow up sequence. Pushcrew has its own kind of marketing, a mini chat has tags as well, so we have the opera and then obviously have the pixels, the different ad networks that are going to show irrelevant affiliate offer or maybe it's additional training and other podcasts we want people to listen to. So that's the idea is using content to kind of leverage where we want to take them. We're personally choosing to go based off of the content. And then as far as far as like the actual funnel elements, you know, I don't want to say this is easy to do, you know, it's kind of a simple concept, but it's not easy to set up everything we do. Speaker 2: 16:53 So one of the things we do is we actually have a split test running all the time on all of our pages. So even when we're promoting affiliate products, let's say we have a landing page that promotes click funnels, I'm going to have two variations of my headline on that page going at any given time or two variations of our video explaining why you should get click funnels or two variations of the button. There is always, always 100 percent of the time I split tests running on both our landing pages and our various ads that we're running. So we're just optimizing, optimizing, optimizing. And I've just, I'm never satisfied. I've got some ads in Google where we're getting percent click through rates on them and I'm still trying to optimize them up into better click through rates. So that's awesome. Matt, go ahead. I was curious as far as when you're doing a split test, how, how often are you changing it? Speaker 2: 17:39 Because the problem I run across people that say I'm going to split test. I do, they set it and they forget about it. It's like dude, you're not doing anything with that. So split testing, so use vwo visual website optimizer to run our split tests and I actually I check in on them once a week, but it really depends on the amount of traffic going to a landing page. Some of our offers get a lot more traffic than others. You know, we've got paged at some pages that will get up, you know, a thousand visits a day on them. So those ones I can legitimately optimize on a once a week basis. Some of them, you know, they'll get a thousand visitors a month so I'm actually, I'm checking on them once a week but I'm actually only going in and making a new variation once. I feel like I've got enough data to really justify a new variation. Speaker 2: 18:20 So you know, so man, do you feel like a thousand is enough? Is that Kinda the magic number? It has got to be technically, I think if you were to talk to like a real hardcore conversion rate optimization guy, he would say that's not enough. Um, for me it's been working. It's been working. We're seeing incremental growth every month. So I'm, you know, I'm happy with the results we're getting out of it. That's the key thing that we had the Aha this year is I think as a business coach and said, okay, look at the little indicators that you have in your business, like conversion rate, uh, you know, traffic numbers, all of that. If you can increase those little bits, that little bits every week, I mean, just look at the compounded effort over 12 months and then look at where you're going to be over that span of time. Speaker 2: 19:00 You will, I mean conservative things about tripling your revenue. Now, you know, if you're just slowly doing just that and then optimizing your ads as well in the same way. And it's not rocket science, you just have to have a really solid offer or multiple offers. And then just do these little small, monotonous tweaks that, you know, it's not starting something from scratch, but as entrepreneurs love doing, staying in your lane and going, oh yeah, that's been a big Aha for us is just the small incremental improvements week over week, over week, look at it over six months. And you went, wow, how did I get from there to here? So how do you guys deal with the whole shiny object syndrome? Because you guys are getting a ton of offers in front of you guys all the time. Speaker 2: 19:41 The best people to ask on that. Matt had been in business together for like 12 years now, which is crazy. He's like my other brother I never had. So we have a similar brain. It's different, but this year I honestly, we, we hired a coach and he told us to stick with the plan for like a year minimum. And that's where I went into the optimizations. That's where we went into a very deliberate mood on what we're doing. Each week. We've even kind of cut down our work time because of just personal things we want to do rather than sitting behind a screen. So we'll, I'll say, I'll say the times, the most difficult thing that gives us shiny objects syndrome is we have a podcast as well, so over the last year and a half since we started this show, we've interviewed 112 people now and every single person has good ideas, so that's where our tiny object syndrome comes into play is we'll get off an episode with somebody and go test that and then like we'll talk to, you know, one of our mentors and they'll be like, no, stay the course, you know, verbally slap us. Speaker 2: 20:40 A mentor works getting super clear on what we're doing now. And then what's the, what's the infinity project? James Schramko calls it like this thing and you're always kind of working on what your team is and that's worked for us. Yeah, no, I love Schramko's infinity project. It's a great, great analogy. He thinks he's a great guy. Yeah. So I'm really kind of curious as far as I'm sitting here going massive shiny object syndrome with a ton of affiliate stuff and going, okay, so evergreen.com four slash funnel hacker. I got to see who's going to go ahead and actually go through all 120 of those and put those in place so we can do. Let us know. We'll give you something cool. If you do that and prove that you've done them all, it'll be good. Yeah, I mean that's. That's the cool thing about affiliate marketing I guess that we want to. Speaker 2: 21:29 It's a great bolt on. You don't have to just do affiliate marketing. Do you have a solid offer that you feel like you're still leaving some things out that you can then leverage someone else's offer product or service or even brokering a deal? We've done so many of those and that's the thing. It all compiles up into more profits based off of what you're already doing. So bolt on. I think that's a good little like, oh, that's it. One of the things you guys made mentioned, which I don't hear too many people talking about these days and that's Taboola. Do you wanna explain what to Bula is and how you guys were using it. So taboola is what's called a native advertising platform and essentially what it is is if you ever go to some of these bigger sites like CNN or Msnbc site, you read some news and you scroll down to the bottom of the news site, it'll say you know, also recommended and there'll be some little ads and usually they're very like click baity looking ads with the image. Speaker 2: 22:21 You can't really make out what they're doing in the image. And they're like, you know, wait until you see what this guy did after he ate a pickle or whatever. And you're like, oh, I need to click on this. What is this? Right? So you see these on these big platforms, these new sites, and it's down at the bottom and they call it native advertising because it looks like it's native to the site. It looks like, like you're clicking on more internal content on the site, but when you click to it, it's, you know, an external site and the extent of what we've really experimented with is just purely retargeting because the idea being if they view a piece of content, we want them to see us in as many places as we can possibly put ourselves. So there'll be a piece of content. Maybe the content is around, you know, click funnels, here's all the way we use click funnels and now all of a sudden they're seeing our ads to our landing page about clickfunnels. Speaker 2: 23:08 They'll see them at the bottom of an MSNBC page. They'll go to somebody's blog, they'll see it on Google display network, on the sidebar banner. They go to facebook, it will be in their feet. You know, it's just part of being everywhere. And so our budget for it isn't very big. We don't get just a ton of impressions on that. We might spend $7 in a month on it because it's a very low volume play, but it's part of that branding thing is part of that psychological thing. We're holy crap, I'm seeing these guys everywhere and that's what it does for us at least. I love that. A two bullets. One of the things we're starting to play around with ourselves. So I, again, I haven't heard too many people playing around with it says, cool, you guys are using it. Yeah. Yeah. And it, it's, it's great for feeding the Pixel to um, you know, we tried to put some of our content, the same kind of content that if somebody searched google, they would see those blog posts. We tried to put that in some of the native ad platform stuff and put some like click baity links just to feed the pixel. And what we noticed was the time on site from those people was like three seconds long. And we're like, okay, these people are clearly not spending the time required to be a good prospect. So we actually cut out all cold traffic from taboola and just made it purely a retargeting play for us. But their dive back into it in the future, I'm sure we will. That's the key. Speaker 3: 24:20 Just be on his men. If you have, you know, the access to all these platforms and can just do retargeting, why wouldn't you just place that Pixel on your site and let it do its work? Keep an eye on the budgets, you know, make sure you're not spending a boatload of money but, but the branding play, you know, it's what five to seven touches is the average. They always say, for someone to make a conversion, well might as well do it this way. That's how we choose it. Speaker 2: 24:41 And I mean with the, with the risk of sounding like I'm kissing butt a little bit, something like click funnels makes it really easy because once you get something one of these funnels that works really well, there's a little button that says, clone your press that button and you do it all over again. Wonder how we do that landing page, that evergreen product. I love it. So obviously one of the things you guys are magicians ad is making sure that you're seen by everywhere, but most importantly by the right people everywhere. And I appreciate you guys spending time with the state as we kind of get close to wrapping things up here. Joe, Matt, anything else you guys want to leave with our audience? I think Speaker 3: 25:16 the big thing is, is just the Aha is, is think about how you can bring all these platforms and let them work together. A lot of folks try to keep things. I'm a facebook guy, I'm a google guy. Well, why not be everything you know, and focus on your input where, where, where's the best input they could bring those qualified eyeballs to your ecosystem. And then, you know, let the magic happen with the platforms. Speaker 2: 25:39 That's the big thing. I mean, you pretty much covered it. Um, you know, and, and we do the same thing with the podcast. We didn't really dive too deep into it, but with the podcasts, um, you know, that's the podcast could be huge. If anybody who's thinking about doing a podcast, I'm always blown away with the excuses. People don't, they give for not having a podcast because it's probably been the most impactful thing we've ever done in our business. But you can do what we call our invisible podcast funnel where essentially people listen to an episode and then once they listened to an episode of, let's say we had a, a creator of a software product on the podcast, we can interview that person than anybody who listened to that interview. All the sudden we can now retarget them with that person's. So it's just a real quick way to use and monetize a podcast through, you know, that that's essentially them raising their hand and saying, I'm interested in this because they just spent an hour with me, Joe and the creator of the product. Speaker 2: 26:34 They're going to start seeing everywhere now. So take for example, you guys had me on, if you have me on your podcast, you didn't win target click funnels because we'd be talking about click funnels and everything else. And then you're going to have your affiliate link type to see all those ads that we send them to a landing page. We wouldn't, we'd never really linked straight to an affiliate link. We would send them to a landing page. That way we have the opportunity to, to, um, capture him on an email list and give some reasons why you should get it through our link and maybe offer up some bonuses and things like that. Uh, but yeah, that's exactly what we do. We would put our landing page for clickfunnels in front of anybody who listened to our episode together. Yep. Oh, such a cool idea. Speaker 2: 27:12 We should probably do that. I'll probably do that. That sounds fun. Anything else guys? Again, thanks so much. Yeah, just everybody. Evergreen profits.com/funnel hacker. You can go down the rabbit hole and learn a little deeper and that's going to get something. This book right here, it's called, um, the evergreen traffic playbook. That's the book that will give away for free. We'll give you a free digital copy email@example.com slash funnel hacker. There you go. Awesome. So guys, again, check it out. Evergreen profits Dr. Com, forward slash funnel hacker. So again, evergreen profits.com, forward slash funnel hacker. They're kind enough to give you guys a free copy digital copy of the book. And most importantly, you then get a top into their funnels and see how you get retargeted literally all over the entire world online and take it down and follow exact what they're doing. So again guys, thank you so much. You guys are amazing. It's always fun talking to you guys. We'll talk soon. Speaker 4: 28:11 Thank you. Hey everybody. Thank you so much for taking the time to listen to the podcast. If you don't mind, could you please share this with others, rate and review this podcast on itunes. It means the world to me or I'm trying to get to as a million downloads here in the next few months and just crush through over $650,000 and I just want to get the next few 100,000 so we can get to a million downloads and see really what I can do to help improve and, and get this out to more people. At the same time, if there's a topic, there's something you'd like me to share or someone you'd like me to interview, by all means, just reach out to me on facebook. You can pm me and I'm more than happy to take any of your feedback as well as if people would like me to interview more than happy to reach out and have that conversation with you. So again, go to Itunes, rate and review this, share this podcast with others and let me know how else I can improve this or what I can do that do to make this better for you guys. Thanks.
Aired 3 months ago 2:17
Business News Roundup
You're listening to the spoken edition of the San Francisco Chronicle. Business. News roundup by chronicle news services from business agile agile int- AGI Elian T technologies on Monday reported fiscal fourth quarter profit of one hundred ninety five million dollars. The Santa Clara company said that its earnings suggested for one time gains and costs came to eighty one cents per share. The results beat Wall Street expectations of seventy three cents per share. The scientific instrument maker posted revenue of one point two nine billion dollars in the period, which also beat street forecasts for the year Angela reported profit of three hundred sixteen million dollars or ninety seven cents per share revenue was reported as four point nine one billion dollars for the current quarter ending in February agile, it expects its per share earnings to range from seventy one cents to seventy three cents. The company said it expects revenue in the range of one point two six billion dollars. To one point two eight billion dollars for the fiscal first quarter. Analysts surveyed by Zacks had expected revenue up one point two eight billion dollars agile and expects full year earnings in the range of three dollars to three dollars five cents per share with revenue ranging from five point one three billion dollars to five point one seven billion dollars into it into it said Monday that it had a fiscal first quarter net income of thirty four million dollars after reporting a loss in the same period a year earlier, the Mountain View companies earnings suggested for one time gains and costs were twenty nine cents per share. The results surpassed Wall Street expectations which were for earnings of eleven cents per share, the maker of turbo tax QuickBooks and other accounting software posted revenue of one point zero two billion dollars also topping forecasts for the current quarter ending in February into it expects its per share earnings to range from eighty five to eighty eight cents. The company said it expects revenue in the rain. Range of one point four seven billion dollars to one point four nine billion dollars for the fiscal second quarter.
San Francisco Chronicle Business & Technology News - Spoken Edition