Larry Kim-Digitalzone18

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#learningWithI
Larry Kim
CEO, MobileMonkey, Inc.
Digital Growth Unleashed,
October 17, 2018
@larrykim @convcon #DGU18

#learningWithI
A Few Random
Facts About
Larry
@convcon @larrykim #DGU18

Working on
Creating a
Facebook
Messenger
Marketing
Platform!
@convcon @larrykim #DGU18

Me
My 4-Year Old Kid
(#ppckid)
New Kid! Born
May 20th
Wife, Kay Lee,
(Heart Surgeon &
Mom!)
@convcon @larrykim #DGU18

#learningWithI
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!
@convcon @larrykim #DGU18

#learningWithI
Founded WordStream in 2008
2008 Today
@convcon @larrykim #DGU18

#learningWithI@convcon @larrykim #DGU18

#learningWithI@convcon @larrykim #DGU18

#learningWithI
This Would
Have Been
Pretty
Embarrassing
Unicorn Fanatic
Exposed as
Donkey In
Disguise
@convcon @larrykim #...

#learningWithI
7-Year Compound
Annual Growth
Rate 75%
Strong Financial Performance
$1,100,000
$3,300,000
$6,500,000
$10,00...

#learningWithI
Assuming No Major Changes in Product or Target Market
How Do Marketers Double
Revenues Every Year?
(For +7 ...

Larry’s Secret to Unleashing Growth:
Finding The Next Big Channels (First Mover Advantage!)
@convcon @larrykim #DGU18

1
2
3
Don’t Get Fixated on a Marketing Channel!
2009-2010
AdWords & SEO/Blogging
Email Marketing
2011-2012
Infographics/PR...

5
4
6
“Explorers” Figure Out New
Channels, Leave Behind “Settlers”
2017-2018
Remarketing & RLSA
Medium (Publishing)
2015-2...

Example 1: I’m a
Top-10 Author on
Medium!
@convcon @larrykim #DGU18

Example 2:
15 Million Free Tweet
Impressions Per
Month
@conversionconf @larrykim #DGU18

#CMCa2z #learningWithI
Today’s Agenda
1. A Crazy Hack to
Defeat Machine
Learning (to Boost
PPC/SEO/Social)
2. Finding
Leve...

#learningWithI
Part 1: A Crazy
Hack To Defeat
Machine Learning
(To Boost SEO,
PPC, Social Media,
CRO, etc.)
@conversioncon...

#learningWithI
97% of Your Marketing Efforts Go Nowhere:
My Blogging Efforts Last Year
I work hard on +300
blog last year ...

#learningWithI
Machine Learning
Algos Reward
Unicorns & Punishes
Donkeys!
Facebook & Google Algorithms Have
Dramatically C...

#learningWithI
The Future of Content
Marketing is Increasingly
Winner-Take-All. Time to
Adjust Content Strategy!
Traffic t...

#learningWithI
Visibility on Social Media is
Increasingly Winner-Take-All!
What to do about it??
Number of Facebook Shares...

#learningWithI
New Tactics!
Unicorn
Marketing!
Time to Find the Loopholes in the New Facebook &
Google Algorithms (Paid & ...

#learningWithI
Donkeys vs. Unicorns
What’s the difference?
@conversionconf @larrykim #DGU18

#learningWithI
Post Engagement Rates for 129 Facebook Status
Updates for a Random Customer
Unicorn Social
Updates are +10x...

#learningWithI
A Small
Number of
Stories (10%)
Generate
Most of the
Traffic (+60%)
Typical Blog Traffic Distribution
@conv...

#learningWithI
Unicorns
(Your Top 3%)
Viral Hits
(Gangnam Style!)
VS
@conversionconf @larrykim #DGU18

#learningWithI
Finding the Unicorns Among The Donkeys
Spoiler Alert:
It’s the Click-Through-Rates!
@conversionconf @larryk...

#learningWithI
The Key To AdWords Has Always Been About
User Engagement (Quality Score)
@conversionconf @larrykim #DGU18

#learningWithI
Quality Score (Dramatically) affects
your AdWords CPC
10 Discounted by 50.0%
9 Discounted by 44.2%
8 Discou...

#learningWithI
Facebook & Twitter Ads:
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement Rate
Cost per ...

#learningWithI
Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!)
What About Organic Search?
@conversionconf @l...

#learningWithI
What’s A Good Click Through Rate for
Organic Search? (Spoiler Alert: It’s in Flux)
OrganicSearchClickThroug...

#learningWithI
What About
the Facebook
Newsfeed
Algo?
@conversionconf @larrykim #DGU18

#learningWithI
User Browses Feed
Newsfeed algorithm displays something it thinks
might be interesting to the user.
Did Use...

#learningWithI
Are They Related to Engagement Rates?
What About Conversion Rates?
@conversionconf @larrykim #DGU18

#learningWithI
Higher CTRs = Higher Conversion Rates
@conversionconf @larrykim #DGU18

#learningWithI
These Unicorns All Have High
Engagement in Common!
SEO
Unicorn
Paid/Organic
Social Unicorn
CRO
Unicorn
PPC
...

#learningWithI
PPC, SEO & Social Media Employ
ML-Enabled Algos that Reward High
Engagement Content with Greater
Visibility...

#learningWithI
Donkey &
Unicorn
Detection
@conversionconf @larrykim #DGU18

#learningWithI
9 out of 10 marketers suffer from
Donkey Denial Syndrome*
@conversionconf @larrykim #DGU18

#learningWithI
Need an Objective Way to Discern Unicorns
vs. Non-Unicorn Campaigns
Spot The Unicorn
@conversionconf @larry...

#learningWithI
Larry’s Donkey Detector
Finds Unusually
High User
Engagement
Rates!
@conversionconf @larrykim #DGU18

#learningWithI
Larry’s Unicorn Detecting Pyramid Scheme
1. Produce and Audition
Lots of Campaigns
2. Measure User
Engageme...

#learningWithI
What’s a Good
Engagement Rate?
@conversionconf @larrykim #DGU18

#learningWithI
High
Engagement
Unicorns
Low
Engagement
Donkeys
What’s the
Difference?
(Remember: It’s
Relative!)
@conversi...

#learningWithI
Email Subject Line Open Rate
Can We Connect on Linkedin? 46.21%
44 Fabulous Tips for Facebook Advertising 3...

#learningWithI
The Top 10% of Offers Convert
+5x Better Than Donkeys
Search Conversion Rate Distribution
Median: 2.35%
Top...

#learningWithI
Unicorn Marketing Power Law: 85% of the value
Comes from 5% of the Campaigns!
@conversionconf @larrykim #DG...

#learningWithI
High Engagement
= Your Top ~3%
Content!
Focus on them
Because they do
WAY better in SEO,
PPC, Social Media,...

#learningWithI
The Unicorn Alert … & Making Unicorn Babies
@conversionconf @larrykim #DGU18

#learningWithI@conversionconf @larrykim #DGU18

#learningWithI
FREE MARKETING CALENDAR
@conversionconf @larrykim #DGU18

#learningWithI
Content Treadmill
@conversionconf @larrykim #DGU18

#learningWithI
Sound The
Unicorn Alert!
@conversionconf @larrykim #DGU18

#learningWithI
… And
Make
Unicorn
Babies!
@conversionconf @larrykim #DGU18

#learningWithI
Example Unicorn
Baby #1: a
contributed
article on the
identical topic
@conversionconf @larrykim #DGU18

#learningWithI
Example
Unicorn Baby
#2: a follow-
up story
(explore topic
in greater
depth)
@conversionconf @larrykim #DGU...

#learningWithI@conversionconf @larrykim #DGU18

#learningWithI
Unicorn Baby Generates Nearly 100k Views
@conversionconf @larrykim #DGU18

#learningWithI
Unicorn
Infographicification™
& Videoification™
@conversionconf @larrykim #DGU18

#learningWithI@conversionconf @larrykim #DGU18

#learningWithI
Webinars & Conference Presentations
@conversionconf @larrykim #DGU18

#learningWithI@conversionconf @larrykim #DGU18

#learningWithI
Webinar Performance (# of Registrations)
Average Donkey: 674
Average Unicorn: 3323
5 Webinars Generated
71%...

#learningWithI
Boost Your
Unicorns With
Social Media
Ads & PPC
Advertising
@conversionconf @larrykim #DGU18

#learningWithI
Facebook Ads: High Relevance Score = Low Cost Per Click
1 penny
per click!
@conversionconf @larrykim #DGU18

#learningWithI
6 Cents
Per Click!
@conversionconf @larrykim #DGU18

#learningWithI
Unicorn Slush Fund Monthly PPC BudgetVS
@convcon @larrykim #DGU18

The Hack: Create &
Promote Content
*Outside* of Your
Niche (Connect to
Customers, Earlier!)
@convcon @larrykim #DGU18

Broadest Interest of
your Target Audience
(Which you can
credibly speak to –
Outside your niche)
Find the Biggest
Overlapp...

Use Google
Analytics User
Explorer to Gain
Insights To
Determine Target
Market
@convcon @larrykim #DGU18

Upload Your
Customer List to
Facebook
Insights!
@convcon @larrykim #DGU18

Even Twitter
Has Audience
Insights!
@convcon @larrykim #DGU18

How Content Marketing REALLY Works
STEP 1:
Demand Creation: Create & Promote Inspirational / Memorable
Content about Your ...

Better CTR -> More Clicks & Conversions.
-> Better Rankings.
-> Even more clicks and conversions.
Virtuous Cycle of Unicor...

(Hint: Posting To Your FB Wall is
Probably a Waste of time)
@convcon @larrykim #DGU18

#learningWithI
Organic Reach on Social Media is Terrible
@convcon @larrykim #DGU18

#learningWithI
Facebook Groups are
Amazing!
@convcon @larrykim #DGU18

#learningWithI
Use Comment Bait to
Activate Your Group!

#learningWithI
Do Live Streams
to Your Group!

@convcon @larrykim #DGU18

LinkedIn “Broetry”
(Double Spaced Poems
about Work & Life on
LinkedIn)
= 850k Views
= 25.5k Website Visitors
Cost = 15 Min...

@convcon @larrykim #DGU18

@convcon @larrykim #DGU18

@convcon @larrykim #DGU18

#learningWithI@convcon @larrykim #DGU18

Messaging Apps have Surpassed Social Networks
Big 4 Social
Networking
Apps
Big 4
Messaging
Apps
Yet only 1% of businesses ...

Facebook Messenger Users 1.3billion
April 2014
0.2 billion
Sept. 2017
1.3 billion
@convcon @larrykim #DGU18

@convcon @larrykim #DGU18
Email Marketing
5-10% Open Rates
FB Messenger Marketing 10-80x Better
Engagement vs. Email or FB...

#learningWithI
How Exactly Are *Marketers* Supposed to Use
FB Messenger & Chatbot Stuff?
OK Great. Now What?
@convcon @lar...

Think of Messaging as “The Next Email”!
Quick Surveys!
Registrations &
Reminders!
Segmentation & Drip
Campaigns!
@convcon ...

#learningWithI
Holy Grail of Facebook Messenger Marketing &
Growth Hack of The Next +5 Years = Chat Blasting!
@convcon @la...

#learningWithI
With Chatbot Tools, You
Can Import Your FB Inbox
and Blast Everyone Who
Messaged Your FB Page.
HOW?
@convco...

First Create Some Content
To Chat-Blast To Your
Messenger Contact List
@convcon @larrykim #DGU18

#learningWithI
Then Chat-Blast Your Desired
Content to Your Chosen Audience!
(Kinda like Email Marketing…)
@convcon @larry...

Except That Messages
Are Distributed Via
Facebook Messenger
Push-Notifications!
And are More Engaging
Than Email!
@convcon...

Example: I Blasted Neil
Patel a Blog Post w/
My Bot
And He
Read It!
@convcon @larrykim #DGU18

Is This Spam? Email vs. Chat Blasting
How do open and click-through-rates compare?
@convcon @larrykim #DGU18

3-10x read rates & 10-20x click rates
= ~60x More Engagement!
VS.
@convcon @larrykim #DGU18

Messaging Is
Fundamentally
Less Spammy +
More Engaging
Than Email!
Email Messaging
Spammers can’t
buy lists of
names?
Send...

1. Chat Marketing
is like combining
an Email +
Website
Marketing
experience
2. How do you
make this??
@convcon @larrykim #...

Most People Just Use
a Visual Chatbot
Builder Like
MobileMonkey!
@convcon @larrykim #DGU18

Static Image and
text widgets, as
viewed in
Messenger
@convcon @larrykim #DGU18

Multiple Choice
Question
Text Input
Question
@convcon @larrykim #DGU18

Asking
Questions and
Saving User
Responses
@convcon @larrykim #DGU18

By Asking Users
Questions, You Can
Segment Your
Audience So That …
@convcon @larrykim #DGU18

You Can Send Them
Down Different
“Messenger Funnels”
@convcon @larrykim #DGU18

You Can Also Define
Custom Audiences Based
on “Conversational
Criteria”.
Audience Preview
@convcon @larrykim #DGU18

So You Can Chat-Blast
Very Relevant Content
or Drip Campaigns.
(Note: This Chat-Blast
had a whopping 85%
Response Rate…)
@...

You Can Pre-Fill
Questions with Email
Addresses, Phone
Numbers & Addresses
@convcon @larrykim #DGU18

Adding AI to Your Chatbot Experience
No Buttons!
@convcon @larrykim #DGU18

Add a few Keyword
Triggers for your
Chat Pages
@convcon @larrykim #DGU18

The Chatbot AI
analyzes the
intent of the
user request.
Then Serves the
Correct Page
You’ve Previously
Created
@convcon @l...

Tip: Periodically Review All
“Unanswered Questions”
and either create new
content or point those user
queries to existing ...

#learningWithI
How to Chat Blast Like a
Master Blaster
@convcon @larrykim #DGU18

Front-Load Your Drip Campaigns!
@convcon @larrykim #DGU18

#1 Key To High Engagement: Psychological Hacks
@convcon @larrykim #DGU18

Psychological
Principal #1:
Consistency!
@convcon @larrykim #DGU18

Psychological
Marketing
Principal #2:
Reciprocal
Concessions!
@convcon @larrykim #DGU18

(How to get FB messenger subscribers!)
@convcon @larrykim #DGU18

#learningWithI
In the Olden Days of Marketing…
20 Years Ago…
Use SEO/PPC to Capture
Emails via Landing Pages
Emails Show
U...

#learningWithI
5-7 Years Ago…
Get People To “Like”
Facebook Page
To Show Up in
News Feed
@convcon @larrykim #DGU18

#learningWithI
Today
Get People To
*Message* Your
Business
So You Can Send
them Chat Blasts!
@convcon @larrykim #DGU18

#learningWithI
Just Waiting for People To
Message Your Page Will Take
Forever…
@convcon @larrykim #DGU18

#learningWithI
Attach Auto-Responders
To Your Facebook Posts
(Respond to People Who
Comment)
TRY:
bit.ly/fb-post-guard
@co...

#learningWithI
Add “Comment
Guards” & Boost Your
Most Engaging Posts
@convcon @larrykim #DGU18

#learningWithI
Ask Questions and Give
the Answer via
Messaging!
@convcon @larrykim #DGU18

#learningWithI
1. Choose Content To Send to Users
2. Specify Frequency Cap
3. Choosee Which Post To Apply To (Or ALL)
Sett...

#learningWithI
“Send To Messenger
Button” To Replace
Landing Page Forms
@convcon @larrykim #DGU18

#learningWithI
Landing Pages vs. Send to Messenger Button
Vs.
@convcon @larrykim #DGU18

#learningWithI
How? Just Copy and
Paste This Code Into
Your Landing Page
@convcon @larrykim #DGU18

#learningWithI
Anyone Who Engages
With Your FB Website
Chat is Added to Your
Messenger Contact List
@convcon @larrykim #DG...

#learningWithI
Instead of just
collecting
email
subscribers,
get
Messenger
Subscribers
Webinar Sign Up
Page!
@convcon @lar...

#learningWithI
Link to Your Bot (Via
Email or Web Pages)
TRY:
bit.ly/fb-blaster
@convcon @larrykim #DGU18

#learningWithI
Facebook Messenger Ads
@convcon @larrykim #DGU18

Facebook Ads used to
be Amazing! I spent the
last +5 years talking
about them!
@convcon @larrykim #DGU18

But Then Facebook Jacked Up the Prices…
@convcon @larrykim #DGU18

#learningWithI
CPMs Have
Gone from
$1 to +$100
in Last 6
Years.
@convcon @larrykim #DGU18

#learningWithI
So I Kissed Facebook
Ads Goodbye*
@convcon @larrykim #DGU18

#learningWithI
But… Now I
Use ”Send To
Messenger”
Ads, Which
Capture
Everyone’s
Contact Info.
@convcon @larrykim #DGU18

#learningWithI
“Send to
Messenger”
Facebook
Ads = 100%
Conversion
Rate*
@convcon @larrykim #DGU18

#learningWithI
Pay For Click on Ad
You get
Everyone’s
Contact Info +
Ability to do
Push
Notifications!!
Pay For Click On A...

#learningWithI
Today I’m Getting Messenger Contacts
for $3-$5 (Despite +$100 CPMs) – Haven’t
Seen Prices This Low Since 20...

#CMCa2z #learningWithI
What Does it All
Mean?
Chatbot
Marketing?
@convcon @larrykim #DGU18

Chatbots = Powerful Top of Funnel
Marketing Tools for Lead Generation,
Marketing Automation, Lead
Qualification, Online Ad...

Messaging = Preferred Mode of
Communication for an Entire Generation
@convcon @larrykim #DGU18

Coming Soon!
More Messaging APIs!
@convcon @larrykim #DGU18

#learningWithI
Summary: My Top 3
Growth Marketing
Hacks for 2019
@convcon @larrykim #DGU18

#CMCa2z #learningWithI
1. Raise Your CTRs
Hack Machine
Learning Algos for
Search, Social, Ads &
CRO.
2. Evolve Your Social...

(First Mover Advantage!!)
@convcon @larrykim #DGU18

#learningWithI
THANK YOU
DIGITAL GROWTH
UNLEASHED!
Get Slides (Via Chat):
http://bit.ly/chatbot-
presentation
@convcon @la...

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