Marketing Automation Webinar

All right. I think we should be good to go on the recording. I, everyone those of you here. Welcome. I am Tyler Hoffman. I’m a project strategist here at Stellar Blue Technologies. We’re actually gonna keep this pretty informal today. So I’m going to go around the room and just let everyone introduce themselves and then It’s basically throughout this, if you guys have questions, feel free to bring it up right away. Don’t wait until the end. Like I said, we want to keep this really casual and help you guys out as much as we possibly can. So that side I’ll let if we want to jump over, maybe Nate would like to introduce himself.

Yeah. Hi everybody, my name is Nate. I’m the Growth Specialist here at Stellar Blue Technologies. I handle a lot of the online marketing, on the digital side and, the growth and automation side of the business. 

Thanks. Thanks Jim. 

Hello, I’m managing director here at Stellar Blue. I kind of make the day-to-day activities go and yeah, just make sure everything’s flowing nicely, right?


All right. If we want, we can, I think we can get things kicked off right away. Like I said, I will be monitoring chat. So anyone who has questions feel free to chat that and I will bring it up. I think we’re going to start things off. Nate, are you going to be the one kicking this off or I’ll pick, I’ll take it.

So thanks for thanks for taking the morning and, and joining us here. What we wanted to do, like Tyler said was just make this really casual. We just want to make this more of a chat. We do a lot of discussions with a lot of our clients and just folks in general about automation, websites, and all that digital marketing that goes on.

And, and I was talking to a client the other day and I thought, you know, we should just have a webinar. Doing this cause we do this a lot. So what we wanted to do today is just kind of go over what we do here at Stellar Blue, from the automation piece of this. We do a lot of things. That’s tolerable.

Let me share my screen a little bit. I’ll just introduce you to Stellar Blue real quick. So you guys can see we’re doing. But we’re a, we’re a digital marketing firm here in the Valley. We’re actually, we’re global. We have company, we have businesses all over the world, but we we have six very distinct divisions here at Stellar Blue. Programming, which we can do portals and, and algorithms and things like that.

We have multimedia. Which is our drones, our videography, our content creation, one of our big content creation pieces design. We do custom designed logos, things like that, as well as websites and marketing. This is the elements that we’re in today. Talking about social media, marketing, Facebook and Google SEO.

That’s what that department really does here at Stellar Blue is really helps our clients get positioned online, using all those extra tools. And then of course we build custom websites. We’re been doing that for 17 years. We would consider ourselves very good at website creation. To be honest with you, we’re exceptional at website creation.

We have an awesome team here that really knows how to build websites and make them work. And we’ll get into that in a little bit. And then of course, over the top of all these other topics, we also have a big analytic department here that measures all of this other. All of these other topics that are going on to make sure they’re performing on our client’s needs and our customer’s needs.

I’m sure as clients of Stellar Blue, we have a lot of analytics meetups with you. And we virtually go through the numbers and really look at the goals of what we’re trying to accomplish. And we’re going to get much deeper into that. But as far as Stellar Blue goes, we’re very distinct. We have six really strong pillars here at Stellar Blue.

That we, we work hard at being the best at, but the real thing I want to do here is go through some of our, our processes and automations. And the first thing I want to show you guys. Is this methodology that we use here at Stellar Blue. And just let you, I’ll let you read this a little bit, but what we try to do it with all our projects and, and mainly our website projects are we consider our core out of all the digital marketing that we’re going to show you and do, you need a strong website, you need, you don’t need a large website, but you need a strong website. Something that is very distinct and getting to your product or your service or whatever you’re promoting out there. Your website needs to be able to drive through that. Again, it doesn’t mean a ton of pages, but there’s certain elements in there that is going to help your website perform.

So you need this core product. And let me just go through this real quick. When we come in and build a website. I don’t know if Lisa’s in here yet or not, but I know she was going to join us and we just finished up Lisa’s website over at CMD. We went through this process with them and it really starts with the discovery block.

You want to make sure that what and the strategy, like you want to make sure with your website, that you’re creating something that meets your goals. What are you trying to sell? Are you trying to get people to buy a product? Are you trying to get people to contact you or are you trying to create an event or have people come to event?

All, all internet products have to have a strategy. You’re just putting something out there. You’re wasting time. But along with that strategy, then you have to make sure that if you’re building an e-commerce platform, for instance, that your hosting and security meet the needs of that. If you’re building a service website, is your hosting and security meeting.
The webs of that. Those are two very distinct, different ways of hosting and securing a website that Stellar Blue will take care of, but it’s very important to the base of your website. And then as we build out that base, What does that, what does the content look like? It really starts becoming about the content.

Then you’re going to hear us use the word content about 4,000 times in the next 45 minutes, because content is really what you need on the internet to make all, to advertise, to get your product out there, to get people, seeing you and wanting to engage with you and trusting that you’re, you’re able to provide the products that you’re advertising you are.
And along with that, as SEO. Are the search engines following or finding you are those tools on the internet built that they can read your website? Is your, is your website indexed properly? There’s a lot of pieces that go into the SEO of a website. But it’s critically important that, that you know, what a meta title is and you know, what the search engine terms are that your website is being searched for, or should be searched for and use those to your needs.

So that bottom tier right there is huge for me from a, from a structural standpoint. And then once we have those bottom three, now we can start building up on, on all the other aspects of it, which is the, the fluidity of the site. Is it a pretty sight? Is it getting people to where you want to go? And then we get over here to the interactive elements and, and the, you know, do you need e-commerce?

Is it, do you need a calendar if you’re, if you’re having events or you’re a chamber, do you need a calendar event? It’s a lot of pieces that stack up on top of the base of a website. And then of course you have the analytics way up on top that measures. Everything below that and everything below all five boxes below should be analyzed by your analytics.
So we’re going to get into a lot of these topics, but I wanted to show you this. This is the core right now of what you need as, as as somebody, as a business, out on the internet, we’ll you need to focus. We need to help you focus on these six components of a strong website. So that’s the start of it from here.

Let’s start talking about results. Let’s start talking about some content. Let’s start talking about how we get people to this awesome website that you now have. First of all, Google should be performing well, which is helping your analytics and your site visitors. But we also need to start adding digital advertising.

And in this world, in this pandemic, you can’t, you’re the chances of you being able to network or get engaged on a social level per person or person is very difficult. So, yeah. Honestly, internet marketing, digital marketing in the last 10 months has become crucial, crucial to the advances and the, and your ability to gain clients and sell your products online.

So finding the tools and learning how to use the tools out on the internet to attract your business is becoming even more greater than, than it was in the past. So the last couple months we here at stellar blue really refocused our energies. On what we’re going to do from a digital marketing standpoint, from a digital advertising standpoint.

So we came up with another methodology over the top of this beautiful website. Now we have, we’ve come up with a plan that helps people manage the advertising of that. And it’s, it’s pretty simple, but let me just go through this a little bit. What we want to do is create the what, why and how. The, what, why and how,

are really the core of what you are as a business, what your website is and how you do business and the what is, who are you? What’s, what are you not necessarily what you’re selling, but who are you? Why should I trust you? Why should I buy from you? What, what are you doing out there? That makes me want to buy it from you.

That makes me want to trust you. So you need to build up a brand awareness. You don’t even need to talk about products at this point. Talk about yourself. Talk about why you created the business. Talk about why you want to sell those. T-shirts tell him, tell people why you want to sell those lures. It might be take a small video.

It might take you going out on Facebook, holding up your phone and creating a small video that says here’s who I am. Here’s who the business is. And why should you buy from me? And you really need to consider that from the beginning of what this is about you need to use or, or really make people I want to trust you.

And that that’s a, that’s a campaign. That’s a, that’s a process in itself, but really consider opening up your personality. They don’t need to know your kids’ names, but they should know why you started the business and why you donate it to here or why you’re going to this class. It’s going to help people engage with you.

You’ve got to get down on those those personal levels. And now that the world has become digital, it’s a lot more difficult than going into a chamber event and shaking hands and saying here’s who I am. You have to create that, that personality through the use of digital tools, AKA video, usually video is the best way to go about it.

Just letting people see your day to day. activities is a, is a big deal. So consider that right out of the shoot. When you’re creating your, when you’re creating your, your marketing consider right away who we are or what we do. All right. Next one is become the expert. Okay. The social engagement piece, the how, the, how is literally the, how for us is something like we’re sitting in right now.

These webinars are the how. Okay. I’ve explained a little bit about who Stella blue is. I went to the website. You. Gotten to know us through just a lot of different engagements prior to this. So we, you know what stellar Blue’s about, but now it’s about teaching and, and helping people understand what you’re selling and why it’s important in their life.
And that’s a lot of what this is right now, to be honest with you, it’s us showing you our tools, our abilities, and how we go about our day to day, helping our clients make money online. And that is our house. That’s what we strive to do on a daily basis is come up with. Ways to help our clients make money online or be engaged online, or find a cert you know, people that come to your website.

That’s really what we do here. And for us to have classes or for us to get shoot out emails or put posts out on Facebook about knowledge stuff. Did you know, did you know is really the how and explaining what that is? And then of course the last piece of it is, is the pro is the, what is the, what did we sell?

What is the product? Why are we selling it? Hey, we sell websites. This is the price. This is it. Hey, we’re selling t-shirts today. Two for one, it’s more about the promotion of the product and what that, what that product is. So it’s really the why, who we are. Then you go to the, how, what we do, how we’re doing it.

And then the, what is the product itself? So keep that in mind as we move forward here. I think that’s it for us, everything we do here at stellar blue, when we talk to our clients. And when we talk about our own personal camp or marketing campaigns, are those three pillars, or we say here at stellar blue, the buckets, why, why are we here?

What are we doing with that? How, what do we do here that makes us. Well, that makes clients want to work with us. And what, what are those products? And if you can focus on those three buckets, it makes your life is in, in a building old campaigns and literally advertising in any aspect. worthwhile.

And as a side note, this doesn’t even have to be about advertising. This could literally be about your own personal life too. It’s a good way to go about things. So, you know, let people get to know you teach people what you do and then help them and the what is the help. So, all right. I want it to get through those three pieces, cause those are the Memphis men.
Methodology pieces of Stellar Blue and how we go about thinking about each project that we come up with. So now I want to get in, or I want to introduce a little more of the actual to dos that we do here at Stellar Blue. And I want to bring Nate in, and what we do here at Stellar Blue is we create pieces called landing pages.

So when we build out all the advertising campaign, we not only have a big, beautiful website that they’re going to come to eventually let me get onto our website to come to this website, because this is the core. Everything we do is going to drive people here and we measure off of this. But now when we run campaigns, we will run specific
campaigns within, we will, we’ll go kind of around the horn. We’ll run a campaign for programming, one for multimedia, one for design, one for marketing and around we go in each of these contains this. So you’re going to see kind of, as we go along here, how this website becomes pillar, we have pillar pages or landing pages specific to these, to these divisions.

So Nate, I’m going to stop sharing for a little bit and get a drink of water. Cause I’ve been talking like straight here. And I want to have you kind of show some of those landing pages that well, before we even start those landing pages, Nate, can you show them the content calendar that begins the landing pages?

So we’re able to see really where the process starts. So let me back that up a little bit. For, for everybody in here, we have the content calendar that we go around and we will place, okay, this week, we’re going to advertise this, this week. We’re going to talk about design this week. We’re going to talk about marketing and around we go, but we have these content calendars put out there so we can plan ahead because.

What you’ll see is it starts becoming all content. So Nate, I’m going to let you go out there and show us a couple of those landing pages that you create specific to our divisions here at Stellar Blue. 

Yeah, absolutely. Let me just get my screen here.

Okay. So first things first, Jim had mentioned our content calendar and although It looks a little wide open. In this view, if we go down to the weekly view, you’re going to start to see, well, these are the planned emails that we have. These are the planned social posts. This is when I need to have content created by, for, you know, specific for my other, my other pieces.

And this is really kind of how we, how we plan out our week our months. You know, maybe even our quarter at some point obviously the further out that you get, the, the more, the easier it’s going to be for you. And, and I think one of the things that that is it’s really important to focus on is the, the overwhelming thought of creating content is it’s one of those pieces that, you think about all the time that you have to spend on creating this content.

Well, Just start doing it and, and make yourself a calendar and do, you know, one a week, one a month over a period of time that amount of content will snowball and you’ll have a lot of content you know, really just kind of get yourself in a routine of, okay, well, this is what I want to do this week or a once every, every two weeks you know, and, and kind of build, build from there.

But this is. I think the first, the first tip, that we can give you is put it down and put it on my calendar, get a calendar together, whether that’s using Google calendar, like we do, whether it’s using another application. I think Hey Toby was one that I saw actually on Facebook last night.

There are a bunch of them out there but just make sure that you have yourself organized and that you and that you’re, you’re moving forward with, you know, the the content creation part of it. And I’m going to swap over to.
So as you can see where, where Nate was showing us each week has a theme.

So when we get into our weekly meetings, we break each week down and talk about, okay, where are we here? Where are we here? And pretty soon it’s like, Hey, we need more events. Okay. Or more campaigns, what should we do? And then we’re, we’re always spawning off of that. So as, as Nate was saying, we’re already built out into the mid February here, knowing what we’re going to be advertising.

So I agree. Tip number one is definitely, get yourself organized from what you want to promote, what the content looks like, the calendar, and just, just start doing it. Just take the dive, take the jump. So w the, the landing pages have actually been really, the progression of the landing pages, you might be able to see a little bit as we, as we kind of walk through these, but this is one of the, the, the more popular ones that in recent history. And again, because it’s talking more about the virtual events, it’s a very topical subject. So what we did is we just went out and created a really short guide. And, and we’re using this form here for a submission for the gated content.

So people are coming in there in order to get this, this virtual event guide. They have to fill out this form, but when they fill that form out, they go into our audience database and then we can further retarget them or work them through the funnel. So by submitting this form, they’re basically raising their hand saying, yes, I’m interested.

I want to learn more. And then we have other other flows that are in place to actually work them all the way through the funnel, customer nurturing and in creating a customer journey of sorts. And we’ll get into that in a little bit more detail later, but you can see, we have a little bit this one is really copy heavy really kind of like a blog post.

So we incorporated our gated content with a blog post and even our, the cybersecurity. Very similar. But like I was saying, there has been a progression here where you know, we started and it was, it was more so let’s just get something out there and see how it works and see what it does.

And then we started adding in video. Then we started adding in Facebook. So it’s, it’s snowballed and we have seen a very good increase in, you know, in the activity. And even in the awareness of what Stellar Blue does for a lot of, for a lot of these. But the most recent one that we put out with our 2021 marketing trends and you could see that this is a shockingly different landing page.

And if you look at it, we have the, the form is whittled down to just one required field. Getting giving us enough information to actually get them into our audience database and being able to target them a little bit. And there’s some legal. Some legal pieces that we can talk about down the road maybe later today, but with like the double opt-in and everything, but again, just we want one of the biggest pieces or one of the things that we need from the individuals coming to our site.

We need them to give us something so that we can get them into our audience and work them through the funnel. And give them the opportunity to tell us, yes, I want to know more or no, I really, I guess I really don’t want it. I’m not really that interested in what, in what you’re having to say and unsubscribing from our, from our list.

But again, you can see this landing page very, very simple. We’ve got our header image. This is all gated content. So if you find this page or you receive this email, You’re going to come to this landing page to fill out the form, a nice little block here, not too crazy. And then we go all the way down to the bottom.

One of the things that’s I wanted to test with this was, you know, the overall length of this page compared to like some of our other landing pages, you can see that this one’s quite a bit longer and we’re starting to see, or you’re using a tool called Hotjar. We’re actually able to record individuals interactions with these landing pages.

So we can tell how far down the page they’re getting, what elements they’re clicking on. Are they filling out the form and basically, you know, testing user experience on these so that we can optimize these landing pages towards the, the end result. 

Hey, Nate, do you want to take a second and just show us a little bit of Hotjar that’s a pretty cool tool that plays right into this under if you’ve got it teed up or not, but slip the, let the attendees here, kind of see what we do from a.
Measuring off of that because Nate’s right. Well, we, we’ve got, we’ve probably got 20 landing pages out there, templates that we have that we’re experimenting with and monitoring and seeing what’s working. There’s a little stat out there that, that is daunting, first of all, but true in many ways. And that’s.

90%, 90% of everything you create out on the internet from an advertising standpoint, isn’t going to be viewed. Isn’t going to be used. You need to find that 10%. And, and the only way to really find that 10% is keep mixing it up and then gravitate to the numbers that show, Hey, this is what’s working for you.

So think about that. Don’t just put something out there and think it’s going to work. Put 10 things out there. And one of them is going to work is really the way it works. 

Absolutely. So this is the heat mapping aspect of Hotjar. And what this does is it takes a screenshot of your landing page.
And it’ll kind of give you an idea of where people are clicking. So like these these topics right here, we can see that, you know, 11 people that have come to this their next step is to go to the about, so learn more about us or they’re looking at you know, what, what our expertise is. We also noticed from our homepage that the our work section gets a ton of activity as well, too.

But you can see there there’ve been a few clicks in here since the tracking started or it was created. And one of the things that I like to see is, again, you know, how far down this page are we getting people? So you can see that we we’re only getting about 17 or even 10% of, of the individuals actually make it down to the bottom third of the page.

Which is great, considering that the length of this page is not very. It’s not very long. So everybody is getting all the information that we put out about, about this topic or they’re taking that and they’re digesting it. Whereas if we went to another one of our heat maps.

There, that was a virtual events. This was one of our longer pages. 

You can see that we’re we do get, you know, more individuals that come down to the bottom of this page and we strategically placed these videos here to try to entice them down the page. But I think our goal and correct me if I’m wrong, Jim is we want to get at least 50, 50% of users, 50% down the page.

That’s our goal. 

That’s our goal, right? Just as a simple methodology.

And you can even make that goal, we want 50% of people who make it, you know, 75% of the way down the page, if you wanted to. But again, it’s, it’s really kind of creating. What’s called a trip wire or gated content and putting a landing page or whatever the promotion is it, you know, trying to take the traffic that you’re getting and have them give you some sort of information, to get them into your funnel.

And then from there you can use the other tools. Within marketing automation to work them through that process. ,
Nate, stop me if I’m wrong. Cause we do, we’ve had this discussion that email marketing is by far the best way to go about getting that personality and getting that one-on-one together.

So all this things that we’re creating here is to get, get folks to sign up for something. So then we can have them in our email system and shoot them out regular. Why, how, what content. 

Yeah. And to some extent email marketing itself is going to be the digital marketing channel that provides you the largest return on your investment.

It’s the return on ad spend? So if you’re an e-commerce if you’re sending out promotional emails or sales emails, or automating an abandoned cart email, or sending out birthday and anniversary notifications or coupons, then, you know, obviously you’re going to expect that to be coming back through your email channel.

But I think the from what I’ve, what I’ve read is the industry standard or not the standard, but the, the average return on investment for email marketing is a 12 to one. Right, which is much higher than what you’re going to find with like Facebook ads or Google ads. 

So our conversion of all, this is getting somebody to give us their email address is really our goal with all this that you’re, everybody’s seeing.

So when you see our fill out the form in the top 5% of the website or the web or the landing page, this is why, because we know we can only get you so far down that page. And we want, we want our. Our please sign up for something way up there on top. So that’s when you look at our landing pages, you’ll see that there’s a lot of content below that, but our goal is to have everybody see that.

Okay. Here’s where you should sign up, sign up here. Don’t wait till the end of the page, get them right away and then put the rest of the content. The who, what or the why, how what’s below that. 

And it’s very similar in terms of like an ecommerce website, where if you get somebody to your site, you want to put product in front of them as quickly as possible, because that’s what your end goal is.

You want to make a sale. Our end goal is basically we want to be talking with individuals and showing our expertise and building that authority. So we, we want to start with the base. Email. And you know, there are several different variations of how like with audience building and automation and everything like that as well, too.

So, I don’t want to jump around too much, but yeah, you’re right. Get, them to the website. And put whatever your, your goal is in front of them as quickly as possible. 

We sell services. So it’s difficult for us. We don’t have an actual product here. So that’s why we have to, to manage that a little differently.

But if you’re selling a book or if you’re selling t-shirts, while you’re driving people right to that page where they’re going to be purchasing stuff, they don’t need to fill out a form. They need to click buy now. So, it’s similar, but it’s, it’s, it’s much more. Demanding it, we don’t soft sell through a product.

You go right to the landing page. You know, you’ll create the Why, how, what on that page, but there’s going to be a lot of purchase power right there. So similar but different with these landing pages could also be considered product pages if you are selling products. So think about it from that perspective, if you’re selling lures and you want to drive people right to a certain lure, well, that would be a landing page.

Yeah, absolutely. Like what’s that strategy? What’s that strategy look like? Yeah, exactly. But the point is the conversion is on this landing page right here. Everything that we put together is going to be on this landing page. So, all right, Nate, now that we’ve kind of gone over what a landing page is and how we build them out and how we monitor them.

Let me take over the driving here a little bit, and I want to show folks how we, how we go about creating Facebook campaigns around those landing pages and how as a team, we build that. Also, let me get back to sharing my screen here.

So I’m getting I’m right back to that document that we talked about earlier, and we have a real nice methodology as far as Facebook advertising goes and not just Facebook, it can be LinkedIn. It can be Pinterest. It can be Snapchat. It can be any social platform, but we like to come in with something called a three by three grid funnel campaign.

And the title of that, then the reason we do that is, like I said earlier, 10% of everything you put out there is going to get traction and get people back to that landing page or get people to buy your product. So we come in with a three by three, we want to create nine pieces of content.

At one time, they don’t need to be big. They can only, they can be. And I’ll show you in a little bit what we’ve got, but there’s nine pieces of content that go into a campaign for us on Facebook or any social platform. And we’re we do video, but I’ll say it again. We do all kinds of stuff. But think about that now, as I show you forward that one’s the awareness bucket, one’s the engagement bucket and one’s the conversion bucket.

The why, how, what, but there’s three pieces of content trailing with that. Cause we know all these aren’t going to be successful. So we’re going to let let the folks judge which one we want to advertise the most. So let me, let me pop out the Facebook here real quick. Let me go to the ad manager. Here you go.

Okay. So here’s our Facebook ad manager. And now I want to Nate, can you, I don’t have my calendar open, but, but you all saw earlier how we create a weekly ideas or campaigns, and you’re going to see over here. Let me blow this up a bit.
You’re going to have to swap your screen there too Jim. 

What do you mean? Oh, really?

Okay, good. Oh, yeah. Good call. Let me, let me redo that. Yeah, you’re right. Let me get this one. Can you see me now? Is it up? Yeah, it looks good. 

Oh, I got it. I should be able to see it right.

Okay. So these are, if you look over here and these campaign names, these campaign names, mirror, what we had on that calendar earlier. So every, every week we come out with a three by three ad campaign Nate and the team, they create nine pieces of content. Let me start out with. I’ll just show you some of the content we’ve created.
This is these, wasn’t a website analytics. I’ll using our division using our analytic division over here. We created this ad campaign for that. These have been running awhile, so you’ll see some of are turned off, but inside of here is where we’ll build that out. Let me see if I can get to the ad itself.

That’s what I want to do. I just want to show you guys what the ads look like. Go a little bit. Oopsie. Hold on.
so you can see there’s three different ads right there, but this is the one that’s still running. We’ll talk more about turning off later, but you’ll see, these are.

These are just regular Facebook ads. They’re, they’re just, they’re just, they’re just JPEGs is really what these are. They’re nothing, there’s nothing special about this. It’s just a, we, our creative team and our design team came up with this look using Canva, using all the, all the design tools that we can to create something interesting to create something professional.

But just, it’s just a basic ad. There’s not a lot there to go off of. So we created nine of those things. We literally created nine that looks similar, but have different expertise or different tips or tricks. Thinking about mainly for get back to this thing.
The engagement, who we are or why we do what we do, how we do it and what we are and what we sell. And that’s really what those are all based on. So, so I wanted to go through, so you’ll see that there’s nine pieces of content right there. What we will do in a three by three is we’ll come out right away.

Let me show you let me get back to my campaigns here. This one just went out. A couple of days ago, marketing automation was our theme last week here at stellar blue. So I came in here last week and, and our team had already created nine little snippets of, of advertising for us inside of inside of Facebook.

We created the one campaign marketing automation inside of marketing automation. We created those three buckets. Why, how, what. Inside of each of those are those three ads. We’re totally mirroring this thing right here with that ad set up. So this ad is all set up with that three by three campaign going on.

Now, when we go out and create the ad, the ads, we put the budget at a dollar a day. At $1 a day, we’re measuring nine pieces of content based on marketing automation, very inexpensive. We’re basically spending about $20 a week that first week to figure out which of these ads is going to be in that 10% category.

And we don’t, we can guess we can try to guess, but we never hit it. You never really know which of the nine is going to start taking off. So by using this three by three and putting nine pieces of content out at a really low number, we’re starting to get, we’re starting to let the camp or the Facebook algorithm and the Facebook viewers decide for us what ads are going to be the most popular.

So as you can see this, this ad just went out last week. There’s nine pieces of content going on. Here’s an ad, this market getting tips that went out the week prior. So what we did on we do this once a day, every Wednesday or Thursday, we come in here and do this. We have a very scheduled, very cyclical of at this day.

This is what we’re going to do. So last week, the week prior to this, we put these all, all we put nine pieces of content. We put them at all a dollar a day. Week number two, we come in here and we increase the budget to $5 a day, but you’re going to see when we get in here, some of these ads have been turned off because they weren’t performing.
Right. They were, they were the least performing of the nine. So I’m on every other every week. Right? I’ll turn off three ads and I’ll, and we’re constantly narrowing down which ads are performing and then increasing the budget to get those ads more, more Facebook time or more more newsline or newsfeed time.

So that’s basically what we do here at Stellar Blue and all these, all these ads are driving to those landing pages that Nate was showing you earlier. And you’ll just see a progression of that. So this one is in week two, it’s up to $5 a day. There’s three ads turned off this one over here. The week before that we were talking about logo tips, we were in our design world.

And you’re see these now they’re in the third week, they’re up to $10 a day that we’re spending on these and mind you, you don’t have to go all the way to 10. Our philosophy here from a dollars from a budgeting spend is a $1 $5, 10 20. And we go up that. But if you want to start smaller and say, Hey, $1, $2, $3.

You’re not going to get a big reach, but you are going to get this process working the same way, just at a much smaller level. You’re not going to. Not as many people will see it, but you’re not going to spend as much either. So you can play with that budget. To whatever fits your needs, you can be at, you can be at a thousand dollars.

You know, like you’re talking Coca Cola, they’re spending $5,000 a day on one of these ads. So the, the, to, to justify the ad, that’s up to you by starting at a dollar, it gives you all the freedom in the world. To build up from that, but we have clients that will go $1, $3, $5, or one, two, three, depending on where they want to start.

And eventually you’ll build up the dollar amount as you learn these systems, but it’s a really, really inexpensive way to get these algorithms and to get your landing pages and get that whole flow figured out without spending thousands and thousands of dollars and making all these mistakes along the way or knowing that I’m spending thousands of dollars and 90% of this is just junk. That’s, that’s a hard pill to swallow. So by doing the $1 $5, $10 philosophy, you’re not spending as much money and you’re still gaining that knowledge of, Hey, which of these ads is in that 10% category. And we build up like that right through this process.

You’ll see. Every one of these goes up. This one’s been out there for weeks. This one’s at $20 a day, but one whole ad set is turned off and behind here, there’s only one ad running behind me. So they’re selectively being turned off and selectively. We’re gaining the knowledge of which of these is working the best.

The one that we’ve got running right now is up to $20 a day over here. Whoops is up. I’m sorry, up to $30 a day right here, but we know this one was the best ad that we ran out of all nine. This one for some reason, not even sure why. This one took off and had the most conversions. It might’ve been somebody commented on this just randomly, but because they commented on it, Google’s algorithm said, Hey, people like this, let’s accelerate that ad.

Cause I shouldn’t say Google Facebook, Facebook algorithm picks that up and says, Hey, people like this content, let’s show it to more people. And Facebook is in the business of showing. Not only Facebook, but all those platforms are in the business of taking the best content and matching it with the people that are going to want to see that content, their algorithms are constantly trying to match content and viewers, content and viewers.

And our goal from the marketing end is create enough content that Google says or Facebook says, yep. This is really pertinent. People are interested. Okay. Let’s show it to more people let’s show it to more people. And when you hear that word trend, that’s what happens. All of a sudden people are watching a guy on a skateboard.

Drinking cranberry juice makes no sense, but all of a sudden people are seeing that the algorithm picks it up and it gets bigger and a bit. And pretty soon you’ve got a tornado right activity. And that’s where the trending comes in. And that’s what these ads really are set up to do is find which one of them is going to trend out the most and which one is going to be used the most.

So now that we know this one ad out of the nine is performing. Well, we spend like crazy on it. Now. Now we know we’ve got one that hits 10% and so this thing might get to $50 a day. I don’t, we don’t know yet until we keep monitoring these numbers down here and watching the conversion rates because you can see over here.

There’s all kinds of data that we can follow along with to see which, how the ads performing well, how much we spent on it and what the value of these ads are. So not only are we comparing one campaign ad, we get to a point where you’re, you’re watching the numbers so close that you’re, you’re able to see.

You’re only get back to the front of this. You’re able to see which of the campaigns is these is working the best. And we know our cyber security one has far outperformed any of the other ones. So as we cycle back through, we know we’re going to our next campaigns are already being kind of dictated to us because of all this activity going on.
So, this is a really simple way. This is a really simple way to get into the marketing and the auto and the, and the ad advertising, digital advertising. And if you have any other questions or want us to manage this, we have teams of people that help manage our clients through this process. We’re selling books, we’re selling grills, we’re selling a lot of things through this process, and it’s very simple.

Just got ourselves in a methodology and a lot of step throughs that, that are very organized that keep us moving forward and reading the data. So, Nate, what I’d like to do now is turn this back over to you. I just wanted to kind of offshoot this here. We’ve got a couple of minutes left but this is one of the big ways we bring people to those landing page is through our digital advertising campaigns using minimal dollars.

I mean, I we’re running one, two, three, four, five, seven ad campaigns here right now. And for the whole month, we’ve only spent a thousand dollars. You can see right down here, we’ve only spent a thousand dollars and we’re gaining so much knowledge and finding out which of these ads is really in that 10%.

So and thousand dollars, isn’t it, it can be $500. It can be a hundred dollars if you want it to be, but at least you’re so Nate, without further ado, I want to turn this over to you and kind of show. If you can show people how we use Google analytics, from your perspective to drive people to those landing pages and monitor, you know, we know from the Facebook side of life, that 23 people from this marketing tips campaign got to that landing page that you showed us the logo tips. We had 135 that landed that left Facebook and got to that page. So let’s turn it over to you again, and you kind of show us how you’re using that tool. And let’s talk a little bit just briefly here about active campaign and how you then with all of this, are you able to push back out?

Okay. Can we do that? 

Yeah, absolutely.

Okay. So we basically, we just use analytics as our source of reference. Right? So anything that comes through analytics, we assume that that is the truth. What we’re using analytics for is we’re, cross-referencing the data that we get from Facebook to google analytics and trying to figure out and we do the same thing with, with our email marketing tool.
So all of the emails that we send out, we have specific tracking codes or specific URLs that are created so that Google analytics will pick it up and we’ll be able to cross reference our data that we’re getting in one tool and and putting in another. But because we only have a few minutes left I do want to save some time for questions.

I really want to jump deeper into the marketing automation side of things through ActiveCampaign. So First things first as we have kind of mentioned, and we talked through, you know we need to have a solid foundation in, in our website. Once you have that sound and a solid foundation in the website, then you need to start driving traffic to it.
When you start driving traffic to it, that’s going to help you help you rank from an SEO perspective, you’re going to, you know, keep an eye on all the other SEO optimizations. But when you’re driving traffic, somebody comes to the website and they’re giving you information.

Where is that information being stored? What are you doing with it? You know there’s GDPR to worry about. And as you, as you can probably tell, when we use a number of different tools, a number of different platforms how do we mold all of that together to make the platforms work hand-in-hand. So the, the biggest thing, or one of the things that I guess we use, we use ActiveCampaign for is really our, our audience database. We have our CRM, our sales system our sales CRM set up in here. We’ve got all of our contact information in here. So if you know, we want to run a, an email marketing campaign we can segment everything down.

We can get really granular with who we target with that specific campaign. So from, from a marketing agency perspective, if we have a campaign that’s strictly for dentists or strictly for chiropractors or plumbers or landscapers you know, we can come through our list of individuals here and segment all of that out and put the right message in front of the right person at the right time. And that’s, that’s a big key, right? And if you haven’t downloaded our 2021 marketing trends guide yet, I would really, really recommend it. There are a lot of pieces in there that talk about creating a personalized journey.

I’ve seen a lot of chatter on, on a lot of blogs or the publications that I’m looking at right now about the personalized journeys or creating personalized customer journeys and understanding your customer better. And that’s what this audience database, CRM and email marketing database does and will be a big push in 2021 from an SEO perspective is creating that personalized journey. But again, download that, download those trends. There are a ton of really awesome things in there.

And one thing that I really wanted to point out to be as proactive as possible. 2022. seems to be, or will be the year that cookie list tracking is implemented. Google has already started working on that with Chrome. There’s not a whole lot of information yet as to how that’s going to impact any of the marketing efforts going forward, but basically cookie less tracking is getting rid of third-party data. So you’re not gonna be able to use third party, third party data in, in your marketing which makes having an audience database or a sales CRM that much more important because all of the individuals that are coming to your site, when they, when we’re implementing the, the Facebook tag, the Google analytics tag, like that’s all first-party data.

That information will then be used to, to basically market to individuals. So when we make that switch over to cookie, less tracking, and I would suggest, doing as much research as possible throughout this year to be ready for that and be as proactive as possible. You know, building your list and, and utilizing that list is going to be much more important when that, when that happens.

The other thing that I did want to mention really, really quickly is I mentioned that we have a bunch of different platforms and how do we make them all. Work together and, and talk play nicely, basically. So if, if I have somebody that comes to Facebook and I’m doing a lead form on Facebook, which is the form that you fill out without actually leaving Facebook I can take that information and through, through this platform or maybe through the Zapier platform I can create automation where that information is then input into my CRM.

And I have, you know, I can start building off out that customer journey for that specific individual or, you know, just storing that information and they’ll start receiving the emails that we send out. Zapier is a good one. There’s a bunch of other marketing automation, like affordable marketing automation platforms out there.

I would again say Zapier is probably the one that offers the most benefit. The most integrations and yeah, do some research on that. I’m sure that they’ve gotten quite a few competitors. G2, I think is the, the overarching digital platform analyzer. For example, when we were looking at HubSpot alternatives. I went to G2 and found out what was second, third or fourth in like our CRM. And that is the, ActiveCampaign was the the one that we landed on. So really good are really good ideas there. And then within this, because this is an email marketing system and we can talk about email marketing in another I think we even have that scheduled for another webinar. You know, like in, through here I can come in and create an automation for like, like I was mentioning abandoned carts, birthday and anniversary coupons you know, depending on if an individual hits a specific page of the website, like I can have something keyed up and ready to go for when that happens.

So if they get to a specific page and they, or if they add something to their cart, it’s just a cart reminder or different things like that. We have all of these different recipes they call them or automations that you can use to create that personalized customer journey.

And that’s like you said, Nate, that’s a, that’s a webinar in itself. Once we get to the workflows. But all of our emails that you folks see, or we send out are in this process center on a timer basically to say, okay, it’s Thursday, what gets sent out or had this person reacted this way, they get another email because they reacted that way.

And that, that you get down into the depth like Nate was saying. What gets pushed back out to those clients or those or those people that are interested in our services or our products and how do we continue to help their buying experience a good experience and how do we continue to gain their trust?

Well, it’s through these processes that the automation of it, you don’t even have once they’re set up, they just, they managed themselves. You don’t have to manage that forward. So yeah. When somebody signs up for, you know, when we come off of Facebook with all those nine pieces of content, drive them to the landing page, then get them to sign up for that email.

Like we said earlier, that email falls into the automation system. And from there. Now we can manage that slowly forward or, or, or really monitor as well. What those prospects look like and why are they buying or did they buy in? And if they bought, then hopefully we can show them some more. So if they bought this book, maybe they’ll buy that book.
Or if they bought that grill, They might need this, these pellets or something like that to help that grill. So the list goes on and on from the marketing automation standpoint. So, Tyler, I see we’re just about out of time here because me and Nate could talk for another four or five hours. But just so everybody knows we did.

We do have a bunch of these scheduled out now for the rest of 2021. We really want to help everybody. Mainly our clients, everybody in this meeting right here is, is part of our, our stellar community. And we really want to show you folks on how we, how we manage your accounts and how we manage your products and how we’ve all modified, I guess, which are, that’s not the right word, but adapted, I guess.

To this, to this new world of digital marketing and digital advertising and how everybody, every one of our clients can take your product no matter what that is and fit it into these mythologies that we showed. So great. So yeah, Tyler, I don’t know if you want to take some questions yet, but that’s a week.

Yeah. If you guys want what I’ll do is, I mean, feel free to chat us up or just unmute yourself. I think I muted everyone. If you’d like you have your control to ask any questions right now, otherwise I’ll also put our strategy, email in the chat right now. Just to everyone feel free to reach out anytime.

And that actually goes to our whole team. So we’re happy to respond to any additional questions that come up after the fact. One thing. We have a hard time here at stellar blue doing, and we’ve done it. We’ve had this problem for 17 years is we’re very geeky. We’re very, we’re very you know, algorithms, we’re talking different types of platforms.

So if some of this didn’t make sense or you want more information to, to hear more about W2 and things like that, let us know. We’re trying, we’re constantly trying to teach. You know, put, put the terminology into a, built into ways that you guys can understand and make sense of these, these tools that we show you.

So we hope we weren’t too geeked out today, but if, if you do have questions, absolutely ask us we’re here. Great. And your time we’ve had that email. I have a lot more of that, these through the, through the rest of this year. And we’ll we’ll be reaching out to, to let you know when those are as well.

So great. Okay. Well, thanks for joining us, Jessica. Absolutely. Okay. Everybody appreciate your time this morning. And, and Richard, I see made it through. Hey, rich. Glad you made it for that. Mike’s here too. Beautiful. So I thank you guys for all hanging out with us this morning. We’ll we’ll definitely be here if you need more, more.

Okay, absolutely. Thanks guys. Thanks everyone. Have a good day. Probably that we have four chats here real quick. Oh, those are all from you, sir. I think I just sent off the, our email too. So anyone has questions? Can, yeah, Jessica, we’ll send you a one of those flow charts. We’ll be talking to you and Lisa here shortly.

We’ll send you some of that information. Okay. For sure. Take care, buddy. Cool. Thanks guys. Bye bye.


Lead Creative Designer at Stellar Blue

1. When I'm not working, I am ...

Playing with my son outside or trying out a new recipe.

2. What attracted you to want to work at Stellar Blue?

The flexibility with my schedule and the ability to work from home in my PJs!

3. How is Stellar Blue’s culture achieved working remotely?

The ability to chat a co-worker and set up meetings throughout the day allows for you to connect with other team members easily and efficiently. 

4. When have you witnessed Stellar Blue’s mission/values in action?

In meetings with clients we provide complete transparency and honesty with them in what we know is the best solution is for their business.