[D19] Lessons Learned From Insane Digital Marketing Growth Stories

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Exposure Ninja

Tim Kitchen, founder of Exposure Ninja, discusses digital marketing success stories at the Dominate19 conference.

Marketing

Who is included?
- Digital Fasttrack 100 companies (multi £m)
- A couple of our own campaigns
- Different companies, different markets
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What are the key takeaways?
- All of these businesses were strong in 5 key areas
- All found ‘pockets’ of traffic that worked well for them and
doubled down
- A high-performing website was at the centre of everything
they did
- Some are eye watering huge, some are businesses just like
the ones in this room. Growth is always relative
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The 5 Key Areas
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exposureninja.com #Dominate2019
The Ninja Star
Marketing System Positioning
PresencePeople
Process
Progression
The Heavy Lifting
Website Blueprint
The Traffic
L.A.S.S.O System
The B.R.A.V.O
Business Builder
The predictable
P.R.O.F.I.T Repeater
The Qualified
Customer C.L.O.SE.R

THE GROWTH
STORIES
#1: Gymshark
exposureninja.com #Dominate2019

Gymshark in 2018
Revenue
$54M to
$128M
137% ▲
Countries Served
131
600% ▲
Branded Searches
165k
Per month (UK)
Organic traffic (est)
320k
Per month
Just to make you sick*
The company was started in 2012
The founder is 25
2016 revenue was £12.8M
*sick with respect ;-)
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Gymshark’s traffic strategy
Locate
Advertising
Search
Social
Observe
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Gymshark’s Social Media Strategy
● Instagram, Facebook, Pinterest, YouTube
are their main traffic drivers
● Everything looks very consistent and high
end
exposureninja.com #Dominate2019

https://uk.gymshark.com/collections/new-releases/womens?utm_cont
ent=BAU&awc=7894_1539338607_c77ffc01c866880a49004ed6251
83491&utm_source=ACA&utm_medium=428029_Nikki+Blackketter&
utm_campaign=Social+Content
exposureninja.com #Dominate2019

exposureninja.com #Dominate2019
Presence

THE GROWTH STORIES
#2: Legal Lead Generation
(Exposure Ninja Client)
exposureninja.com #Dominate2019

Exposure Ninja Legal Lead Generation Client in 2018
Organic Conversions
409% ▲
YOY
Organic Traffic
564.88%▲
YOY
Organic Leads
448%▲
YOY
Leads using Piggyback
Method
5744
Leads
exposureninja.com #Dominate2019

exposureninja.com #Dominate2019
The Ninja Star
Marketing System Positioning
PresencePeople
Process
Progression
Very clear audience,
message and style
Super clear, high
converting
website
Appealing CTA (15%+)
Ridiculous organic ranking
and traffic (thank you SEO
Ninjas!)
Rapid fulfillment process

exposureninja.com #Dominate2019
Presence
The Heavy Lifting
Website Blueprint

CC’s traffic strategy
Locate
Advertising
Search
Social
Observe
exposureninja.com #Dominate2019

The SEO Campaign
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The Piggyback Method
exposureninja.com #Dominate2019

exposureninja.com #Dominate2019
The Piggyback Method

THE GROWTH STORIES
#3: eCig Client
(Exposure Ninja)
exposureninja.com #Dominate2019

Exposure Ninja eCig Client in 2018
Revenue
$3.48M
to $14M
303% ▲
Organic Traffic
4.6M
232% ▲
Reliance on SEO
84%
Of traffic
Growth since 2015
42.4X
Sales
exposureninja.com #Dominate2019

THE GROWTH STORIES
#4: Victorian Plumbing
exposureninja.com #Dominate2019

Victorian
Plumbing in
2018
Projected Revenue
£106M+
28% ▲
exposureninja.com #Dominate2019

The PPC Campaign...
exposureninja.com #Dominate2019

How’s the website doing?
exposureninja.com #Dominate2019

Lessons
Learned
exposureninja.com #Dominate2019

Want to build better links for your business or client? Not sure how to get links in niche industries? Charlie has got you covered. Charlie's BrightonSEO presentation shows you link building methods that you can use regardless of your business. She uses content marketing case studies for businesses that are super tricky to get links for, just to show you how effective these strategies are. All of these examples are Exposure Ninja clients, but the goal is not to tell you how great EN is (though there is DEFINITELY an element of that), but to share these examples because we know exactly what happened, how well it worked, and to show you the numbers. Need some digital marketing advice tailored to your business? Exposure Ninja offer a free, no obligation website marketing review: https://exposureninja.com/review

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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Google Ads Vs Social Media Ads-A comparative analysis

akashrawdot

Breaking Silos To Break Bank: Shattering The Divide Between Search And Social

Navah Hopkins

At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy. I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social

Influencer Marketing Master Class - Alexis Andreasik

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Empowering Influencers: The New Center of Brand-Consumer Dynamics In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.

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Amsive

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry. Key Takeaways: Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.

How American Bath Group Leveraged Kontent

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Ibrandizer

Gokila digital marketing| consultant| Coimbatore

dmgokila

Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

How To Navigate AI - The Future is Yours to Define - Tim Hayden

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth. Key Takeaways: Primary Learning Objective 1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective 2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective 3: Grow revenue at lower costs with more efficient marketing and business operations.

QuickBooks Sync Manager Repair Tool- What You Need to Know

markmargaret23

Efficient Website Management for Digital Marketing Pros

Lauren Polinsky

Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Top digital marketing institutein noida

aditisingh6607

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions. Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections. Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale. Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.

Amazing and On Point - Ramon Ray, USA TODAY

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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[D19] Lessons Learned From Insane Digital Marketing Growth Stories

2. Today’s Session: Deconstruct 4 huge 2018 digital growth stories and pull out the commonalities that you can apply to your 2019 marketing. exposureninja.com #Dominate2019

3. Who is included? - Digital Fasttrack 100 companies (multi £m) - A couple of our own campaigns - Different companies, different markets exposureninja.com #Dominate2019

4. What are the key takeaways? - All of these businesses were strong in 5 key areas - All found ‘pockets’ of traffic that worked well for them and doubled down - A high-performing website was at the centre of everything they did - Some are eye watering huge, some are businesses just like the ones in this room. Growth is always relative exposureninja.com #Dominate2019

5. The 5 Key Areas exposureninja.com #Dominate2019

6. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

7. THE GROWTH STORIES #1: Gymshark exposureninja.com #Dominate2019

8. Gymshark in 2018 Revenue $54M to $128M 137% ▲ Countries Served 131 600% ▲ Branded Searches 165k Per month (UK) Organic traffic (est) 320k Per month Just to make you sick* The company was started in 2012 The founder is 25 2016 revenue was £12.8M *sick with respect ;-) exposureninja.com #Dominate2019

9. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression Very clear audience, message and style Mobile-first design across the whole brand Use of scarcity (‘drops’) and influencer collaborations to build hype Large social media following and influencer ‘piggyback’ traffic strategies Community building to generate repeat business

10. Gymshark’s traffic strategy Locate Advertising Search Social Observe exposureninja.com #Dominate2019

11. Gymshark’s Social Media Strategy ● Instagram, Facebook, Pinterest, YouTube are their main traffic drivers ● Everything looks very consistent and high end exposureninja.com #Dominate2019

12. exposureninja.com #Dominate2019

13. exposureninja.com #Dominate2019

14. exposureninja.com #Dominate2019

15. https://uk.gymshark.com/collections/new-releases/womens?utm_cont ent=BAU&awc=7894_1539338607_c77ffc01c866880a49004ed6251 83491&utm_source=ACA&utm_medium=428029_Nikki+Blackketter& utm_campaign=Social+Content exposureninja.com #Dominate2019

16. exposureninja.com #Dominate2019

17. exposureninja.com #Dominate2019

18. exposureninja.com #Dominate2019

19. exposureninja.com #Dominate2019 Presence

20. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

21. THE GROWTH STORIES #2: Legal Lead Generation (Exposure Ninja Client) exposureninja.com #Dominate2019

22. Exposure Ninja Legal Lead Generation Client in 2018 Organic Conversions 409% ▲ YOY Organic Traffic 564.88%▲ YOY Organic Leads 448%▲ YOY Leads using Piggyback Method 5744 Leads exposureninja.com #Dominate2019

23. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression Very clear audience, message and style Super clear, high converting website Appealing CTA (15%+) Ridiculous organic ranking and traffic (thank you SEO Ninjas!) Rapid fulfillment process

24. exposureninja.com #Dominate2019 Presence The Heavy Lifting Website Blueprint

25. CC’s traffic strategy Locate Advertising Search Social Observe exposureninja.com #Dominate2019

26. The SEO Campaign exposureninja.com #Dominate2019

27. The SEO Campaign exposureninja.com #Dominate2019

28. The SEO Campaign exposureninja.com #Dominate2019

29. The Piggyback Method exposureninja.com #Dominate2019

30. exposureninja.com #Dominate2019 The Piggyback Method

31. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

32. THE GROWTH STORIES #3: eCig Client (Exposure Ninja) exposureninja.com #Dominate2019

33. Exposure Ninja eCig Client in 2018 Revenue $3.48M to $14M 303% ▲ Organic Traffic 4.6M 232% ▲ Reliance on SEO 84% Of traffic Growth since 2015 42.4X Sales exposureninja.com #Dominate2019

34. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression Very clear audience, message and style Owner obsessed with improving website Easy navigation and high Conversion Rate Ridiculous organic ranking and traffic (thank you SEO Ninjas!) Chemically addictive product (the perfect back end!)

35. The SEO Campaign exposureninja.com #Dominate2019

36. The SEO Campaign exposureninja.com #Dominate2019

37. Exposure Ninja eCig Client in 2018 Revenue $3.48M to $14M 303% ▲ Organic Traffic 4.6M 232% ▲ Reliance on SEO 84% Of traffic Growth since 2015 42.4X Sales exposureninja.com #Dominate2019

38. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

39. THE GROWTH STORIES #4: Victorian Plumbing exposureninja.com #Dominate2019

40. Victorian Plumbing in 2018 Projected Revenue £106M+ 28% ▲ exposureninja.com #Dominate2019

41. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression Very clear audience, message and style Reviews consistently mention ease-of-use Deals, voucher codes, scarcity, delivery terms... SEO, PPC and traditional brand building (recently) Encourages trade buyers through ease-of-use

42. The SEO Campaign... exposureninja.com #Dominate2019

43. The SEO Campaign... exposureninja.com #Dominate2019

44. The SEO Campaign... exposureninja.com #Dominate2019

45. The SEO Campaign... exposureninja.com #Dominate2019

46. The SEO Campaign... exposureninja.com #Dominate2019

47. The PPC Campaign... exposureninja.com #Dominate2019

48. How’s the website doing? exposureninja.com #Dominate2019

49. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

50. Lessons Learned exposureninja.com #Dominate2019

51. What are the key takeaways? - All of these businesses were strong in 5 key areas - All found ‘pockets’ of traffic that worked well for them and doubled down - A high-performing website was at the centre of everything they did - Some are eye watering huge, some are businesses just like the ones in this room. Growth is always relative exposureninja.com #Dominate2019

52. exposureninja.com #Dominate2019 The Ninja Star Marketing System Positioning PresencePeople Process Progression The Heavy Lifting Website Blueprint The Traffic L.A.S.S.O System The B.R.A.V.O Business Builder The predictable P.R.O.F.I.T Repeater The Qualified Customer C.L.O.SE.R

[D19] Lessons Learned From Insane Digital Marketing Growth Stories

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[D19] Lessons Learned From Insane Digital Marketing Growth Stories