Maze Marketing Podcast Rob Drummond

In this episode we talk to Ryan Baker about 'The Market Journey Path'. 

Listen now to learn:


What is 'The Market Journey Path'?
Why we need to consider our customers and clients as real people, not just dollar signs
The difference between the buying market and the waiting market
What to do when people aren't ready to buy from you
The importance of knowing your customer's pain points
Why it's important to grow beyond the buying market and into the waiting/contented market
Why YouTube is a great way to educate your audience
How you can use your ad content to qualify people

To find out more about Ryan Baker and his company, 417 Marketing, visit https://www.417marketing.com/

In our last conversation with Chris (episode 37) we only scratched the surface of Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. We continue that conversation in this episode by digging a little deeper and discovering how to run A/B tests.

Rob, Jonathan and Chris talk about...


The best times of the year to run A/B tests
What the home page on your website should not be trying to do
The type of A/B test to run to discover what matters to your page/website visitors
The trouble in making assumptions without testing
The questions to ask in helping create AB tests
Three things you can do with the simplest of A/B tests
Why you probably don't need a big fat website redesign
What a failed A/B test can tell you
Whether to use a landing page builder or create a website
The minimum threshold of traffic and conversions you need to run A/B tests
The advantages and disadvantages of hiring an agency to handle your CRO
And if you decide to use an agency, how do you select a good one.
The free tool you can use for running as many A/B tests as you like
The tools to use when you're ready to scale up
And the tool not to use when you're getting started with CRO
The biggest mistake that people make when A/B testing

To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

There are more PPC agencies around than ever before. You'll find PPC experts at every networking meeting. But if you generate leads to feed an offline (or these days online!) sales process, it's hard to find an agency who can deliver GOOD affordable leads to your sales team.

In this episode, Rob and Jonathan talk with George Krahn, who runs an agency helping people create transparent end-to-end online lead generation systems that deliver on a good ROI. 

Whether you work for an agency, hire an agency or do the work yourself, you'll get a lot from this wide-ranging, holistic conversation. 

They discuss...


An 80/20 holistic approach to improve your systems and generate more leads
The importance of retargeting
Why you absolutely should be following up with your leads
The elements that all good CRMs must have
What an audit of your marketing systems will look like and what you'll get as a result of one
Why there's so much wastage in marketing systems
A clear example of where data and a simple tweak saved a client tens of thousands of $s
Why you must have conversion tracking in place
Why you should know the source of your leads and their most recent activity

To find out more about George Krahn and his agency, Proven Results Marketing, visit https://provenresultsagency.com/.

For the 80/20 Marketing Analysis mentioned in the conversation, visit https://provenresultsagency.com/8020-marketing-analysis/

In this episode, Rob and Jonathan are talking to Chris Dayley, who specialises in Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. They discuss two techniques that you can apply immediately to your paid advertising strategy. And even if you're not running ads, there's a technique you can use to improve conversion rates on your website. Listen now to learn:


Why improving your conversion rates is a big win
What makes a good A/B test (if you haven't heard of A/B testing then you really should listen to this podcast!)
Where most people get stuck when running an A/B test
Why it's essential to begin with a good business question
Why you don't need super design skills to run A/B tests
The first two A/B tests you can run with any new landing page or advert to get started.
Why you don't want to be making assumptions until you have data
How to run an Existence Test on your homepage
How much traffic do you need before you can run A/B tests

To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

Page speed has been a big thing in SEO for a long time. But many people don’t realise that page speed is very important for paid advertising too.

Dan Wilkinson started work as an AdWords consultant, but was always deeply interested in Google Analytics. He noticed a few years ago that Google and Facebook were penalising certain advertisers without notice or reason. He started spotting patterns: the things that looked like ad fatigue in Facebook or low impression share in Google were in fact indicators of poor page load speed.

Listen now to learn:


The typical difference in conversion rate between 2 and 3 seconds
Why most web developers are ill-equipped to improve site speed
The difference between a ‘web developer’ and a ‘web optimiser’
Where the tipping point in performance now lies
How improving your paid speed can improve ad profitability, without changing your ads
Why Google has introduced ‘Core Web Vitals’, and why it matters
The points deduction on page speed for each incremental second in load time
What Google is measuring in terms of page speed and user experience
The three measurements Google really cares about
How to improve performance with lazy loading
Page speed advice for Shopify users
Page speed comments on all the main ecommerce platforms
Page speed challenges with WordPress
The fastest Shopify and WordPress themes
The fastest non-WordPress page builder
A myth surrounding Google Analytics page load time
Why blindly pasting tracking codes into the head of the page can slow page load time by 10-15 seconds
How to achieve a 98-100 page speed score
The page speed problems caused by video
What fonts improve page speed (and which ones harm it!)

Dan’s website is https://pagespeedoptimized.com/ (notice also how fast it loads!)

When we talk to people about LinkedIn ads, we usually hear objections such as:

“Do they really work?” (Yes)

“Aren’t they expensive?” (Cost per qualified lead can be low)

It is time to debunk these myths. LinkedIn have put a lot of work recently into their advertising platform. On this episode, we interview LinkedIn Ads expert AJ Wilcox. On the call AJ explained:


What ad format to run with 95% of the time
Whether to use single image or single video ads
Whether to write long or short copy ads
Why people go to LinkedIn, and how they respond to ads
How we now have engagement retargeting on LinkedIn :-) :-) :-)
Why the targeting options on LinkedIn are essential for B2B marketing
What customer lifetime value you need to run LinkedIn ads profitably
What kinds of offers work on LinkedIn (i.e. what to say in your LinkedIn ads)
How to get very senior people to respond to your ads
How long to run an offer before changing it
What is a reasonable testing budget for new LinkedIn advertisers
What’s the lowest budget you can spend to still see results
How to complement your paid LinkedIn efforts with organic networking
The breakdown between mobile and desktop impressions
The two biggest mistakes people make (i.e. how to avoid the ‘LinkedIn Stupidity Tax’)
How many ads to test at any time

AJ’s website: www.b2linked.com

AJ’s free LinkedIn ads checklist: www.b2linked.com/checklist

AJ’s course: The LinkedIn learning course on LinkedIn Advertising (free for LinkedIn premium members)

AJ’s podcast: The LinkedIn Ads Show Podcast