Table of Contents Keynote: The NEW Customer Value Optimization 5 How to Generate Sales, Leads & Loyalty at All Stages of the Customer Journey 9 25 Freakishly Effective Marketing Hacks To Steal & Deploy Roland Frasier 28 How To Leverage Events to Boost Community Engagement 41 Predictable Growth: How To Implement Your Ideas So They Actually Turn Into Revenue49 The YouTube Ads Framework: How to Find Your Customers, Know What They're Thinking and Get Them to Buy 54 25 MORE Freakishly Effective Marketing Hacks To Steal & Deploy 60 How To Craft The Perfect, Attention Grabbing, ROI Producing Facebook Ad 67 Ask Me Anything: Ezra Firestone on Digital Retail 72 3-Step Strategy to Building a Virtual Multi-Million Dollar Marketing Agency 78 Conversion Funnels in a Nutshell 85 The $500 BILLION Dollar “Mad men” Marketing Method That Creates Perfect Marketing Campaigns in 4 Easy Steps 90 The Ecommerce Marketers Guide to Email Automation 95 How to Build a Niche Content Marketing Platform that Sells 101 How to Get Your First 1,000,000 Customers 109 The Display Grid: How to Build & Scale High Converting GDN Campaigns 112 Jedi Mind Tricks: How To Master Consumer Psychology Principles When Selling To Leads 119 Break Even (or Bust): 5 Selling Systems that DigitalMarketer Needed for Growth 126 Content Marketing In a Nutshell 133 5 Surprising Components of the Well Branded Website 137 Sell More, Sell Faster with Google Shopping & YouTube 141 How to Get More From Your Digital Marketer Lab Membership 146 1 How to Build a Predictable Pipeline and Position Your Agency as "THE Choice" vs "A Choice" 153 Paid Traffic In a Nutshell 159 Leveraging Inbound Sales to Blow Out Your Quota: Observations on 0-$100M in 7 Years162 Master The MAGIC Headline Formula That ALWAYS Works and Get a KILLER Hook for Your Product or Service in the Process 166 How to Use DigitalMarketer HQ to Train and Equip a Marketing Team 171 How Karmaloop.com Used Database Marketing to Net $10m in Under 10 Months 184 Social Media & Community Management In a Nutshell 188 Keynote: Digital Marketing Lessons from Billion Dollar Brands 193 Win Pinterest (with the least effort): Advanced Pinterest Tactics for the Smartest Marketers 197 Google Optimize: How Google's New Split Testing Tool Will Make You Money (And How It Won't) 203 Viral Email Campaigns That TRIPLE Response and Explode Branding 209 Keynote: Don't Call Me a "Marketer" 213 Success Strategies of the Top 50 Internet Retailers 219 3-Step Facebook Video Formula: What We've Learned From 273 Million Video Views 226 The Profitability of Partnerships: How to Monetize Relational Equity and Grow Your Agency 229 The Hollywood Story Formula That Sell Products, Brands and You! 237 Email Marketing In a Nutshell 241 Keynote: Wicked Smart Contest: Mind-Blowing Marketing Tactics You Can Implement Now 246 Facebook Messenger Bots: Leveraging Artificial Intelligence for Profit 251 Customer Journey ROI: The Metamorphosis from "Spray and Pray Marketing" to Data Driven Decisions 254 Digital Micro Moments 259 Upside Down Content: How We Got 62,898,992 "FREE" Organic Visitors in 2016 266 4 Wicked Smart Ways to Get More Out of the Traffic You Already Have 272 Hacking Amazon: Private Label, Personalization and Importing From China 275 How to Use Instagram to Drive Website Traffic and Grow Your Email List 280 2 Search Marketing in a Nutshell 285 10 Steps To The Perfect Pitch 288 The BLP Formula: From Book to List to Product 291 The Blueprint To Build Trust In A Digital World 298 How To Use LinkedIn to Generate Sales and Land Appointments 307 Optimization & Testing In a Nutshell 310 How to Architect an Ideal Sales Conversation 312 The Future of Email: How To Deliver Email Despite Engagement-Based Filtering 315 BRANDING: THE UNBREAKABLE FUNNEL - Discover 7 Components to Building a Great Brand that will Amplify your Marketing Spend 318 Ask Me Anything: Pat Flynn 341 How DigitalMarketer Uses Facebook Communities to Increase Conversions, Reduce Churn and Change People’s Lives 345 5 Killer Traffic Campaigns to Swipe and Deploy in Your Business 350 How To Generate Follow up Sales From Your Amazon Buyers (Even If You Don’t Have Their Email Address) 355 Surveys Suck! How to Know What Your Customer Wants Without Asking 362 How to Close 80% of Your Marketing Proposals for Clients Like AT&T and Hitachi 369 Data & Analytics In a Nutshell 374 Keynote: Tool Time: The Hottest, Most Effective Marketing Tools + How To Use Them 380 Conversational Selling: How to Use Facebook Messenger, SMS & “Personal Emails” To Close More Sales (Without Being Salesy) 392 How to Get Search & Social Rankings with Google AMP and Facebook Instant Articles396 The 6-Step Growth Framework to Predictable Profit 398 Rockstar Facebook Customer Care: Proven Ways To Increase Leads, Sales & Conversion412 Ecommerce Growth Hacks to Skyrocket Your Sales 416 Agencies Only: Learn More About Digital Marketer’s Certified Partner Program 422 Trend-Driven Marketing: Crafting Tomorrow's Campaigns Today 429 Content Engine: How to Quickly Crank Out High Quality Blog Content 438 The Optimizer's Approach to the Perfect Product Page 443 3 Ask Me Anything: Mari Smith 448 Final Thoughts and Closing Ceremonies 453 4 Keynote: The NEW Customer Value Optimization Ryan Deiss The Digital Marketer lab group currently has over 10,000 members. They were able to raise $60k for two local charities in Austin for kids with cancer. There have been 1,000,000 downloads of their podcast. They launched the Truconversion software company last year which just crossed 400 paid members. Digital Marketer HQ, which hosts all their certifications was launched last year as well. Technology and automation are rendering digital marketers useless. We call that job security at Digital Marketer and agencies do as well. Business owners call this permission to not have to come here anymore, this stuff has gotten complicated and it’s not getting easier. Big Shift #1 - The Continued Professionalization of Digital Marketing It’s not just an action you undertake, it is a thing unto itself. It would be similar to doing all the accounting in your company by yourself. In your business, you need to focus on what you do best - then hire an accountant. For example, when Ryan was having dental work one day, his new dentist recognized him. Then it hit him that he doesn’t want his dentist to be excited about marketing. He should be learning about teeth! If you’re a business owner, spend the bulk of your time focusing on your product and how to make your customers happier. It should be someone else whose job it is to grow your company, like an outside agency for example. As marketers, you’re being asked to figure out the strategy and technology both as client’s needs have changed. There is a new mission at DigitalMarketer. They have launched a job board and a certified partner directory on their site. They have also released hiring guides with job descriptions, ad copy, etc. They started offering certifications such as Search Marketing Specialist, Analytics & Data Specialist, etc. so you can be assured of having someone on your team that knows what they are doing. 5 Digital Marketer Intensive Training was also launched to go through all their certifications in an intensive 12 week classroom experience and includes real work projects and actual discussions. They are going to start hosting actual classes in their Austin office, then will branch out to train the marketing professionals of the future so business owners can grow. Digital Marketer HQ has over 2,000 users now. Yahoo Finance ran an article about future potential earnings of various professionals and that of a digital marketing professional came in at $209,755. Either hire to train or train who you already have on board. The companies who succeed in the future will be the companies who are willing to invest in their people and bear the burden of training and educating them. The college idea doesn’t hold true anymore. We are shifting back to an apprenticement model and the companies who are willing to hire the best and brightest and train them will succeed. Shift #2 - The Rise of Bots and the Return to One-to-one Conversations Recently a 6 yr old girl in Texas ordered a $170 dollhouse and 4 lbs. of sugar cookies through the Echo. The change will not happen as fast as people will believe, nor do people want that to happen necessarily. We actually enjoy the shopping, driving experiences, etc. without the help of computers. Although it is creating a tremendous opportunity, for examples: chatbots. This has a lot of people questioning “Are the bots coming to get us? Since the bots will anticipate questions, will there be no more salespeople?” While automation is great, just because you can, doesn’t mean you should. What would happen if we leveraged advertising and marketing automation to drive real conversations and see automation to deliver better conversations? Case Study: They used Facebook leads to build a rockstar marketing team. They sent 8 follow up emails over the course of a month. The purpose of the email was to get someone to reply and start a conversation. The one that worked the best was a 9 word email: “Are you still looking to train your marketing team?” 6 Remember, bots won’t have a soul or personality, there’s someone magical about being a human. They did make one screw up with the email by putting the logo in it. But this can all be automated. In another campaign, people were asked if they wanted to bring team members to T&C and were offered a discount.