How to Use the Forecaster Method to Never Waste Another Digital Marketing Dollar Again with John Lincoln
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Ep 340: How to Use the Forecaster Method to Never Waste Your Digital Marketing Dollars
PPC advertising is crucial for almost all businesses. In fact, it can determine how a business will perform both in the short and long term. In a highly competitive digital marketing space, John Lincoln has cracked the PPC management volume code.
As the CEO of Ignite Visibility, John Lincoln has led the company to become a four-time Inc. 5000 Company. For seven and a half years, he has continued to deliver his mission to help people reach number one in their space. Through scaling their own marketing efforts, they have identified the most effective strategies they also use with their clients.
In this episode, John shares how he navigates the competitive PPC management space to increase traffic and conversion volume. He leverages analytics and attribution tracking to ensure your company’s ad spend will not go to waste. His strategies and recommendations will guide you toward building a marketing framework that converts.
Tune in to this episode to learn more about PPC management and increase your conversion volume the way John Lincoln does it.
Episode Highlights
[03:37] — John introduces Ignite Visibility
- Ignite Visibility is a mission-driven digital marketing agency that uses a multi-channel digital marketing strategy.
- They use the systems and strategies they learned from scaling their own marketing efforts for their clients.
[05:16] — Doing one big thing per year and writing a book
- Having a quarterly or annual big marketing campaign will help keep your brand at the top of people’s minds.
- So far, he has made two movies and two books for this one big marketing push.
- He uses his books as a learning experience and an opportunity to share his own experiences.
[10:48] — The know-hows of Google Analytics
- The mediums are the buckets of traffic, while a source is a specific piece of traffic.
- Google Analytics provides a space for PPC management to increase your conversion volume and build an entire business model around your ad spend.
[13:34] — How Ignite Visibility’s PPC management volume works
- They figure out where your customer spends time online as well as the ad activity of your competitors.
- They then project a cost per acquisition framework to get a customer from every network. After that, they would build the business model for you.
[15:29] — The importance of landing pages and remarketing
- The top-to-bottom funnel approach works well on custom landing pages. They nurture them further and further down.
- They also remarket specific strategies by ad network, introducing them in a positive, non-conversion way.
[17:55] — Why John never takes his foot off the brake for marketing
- It is what led them to become a four-time Inc. 5000 company.
- When you consistently reinvest 10% in your marketing budget without any changes, it would drive growth.
- What follows is making sure you’re set up operationally to follow that up.
[19:48] — Using great data to make good business decisions
- Ignite Visibility has an analytics team, a big data team, and people who do custom analysis.
- There are a lot of attributions and different ways to track conversions. Every business needs to figure out its attribution.
- Multi-channel funnels show you every assisted conversion with the attribution process.
- View-through conversions require a brand lift or conversion lift model.
[22:39] — The best practices in figuring out your attribution
- Use your multi-channel funnel report and look at your assisted and last click conversions.
- Tag every single one of your URLs using Google Tag Manager.
- Set up a custom dashboard for yourself.
[25:54] — Landing major clients
- John has worked with clients such as FOX Movies and Tony Robbins.
- He landed Tony Robbins as a client by sending him a tweet and getting an RFP a year later.
- A lot of the content in The Forecaster Method came from the multi-channel marketing framework they’ve done for Tony Robbins.
- With around 180,000 followers on Twitter, he gets a fair amount of visibility on his tweets.
[29:22] — Accumulating a social media following
- John worked on his personal brand doing digital marketing.
- Writing for major magazines and publications has also helped in accumulating a following.
- To follow this path, you have to build a following, good author profile, and portfolio after starting your blog.
Which of John Lincoln’s bright ideas sparked something in you? And what new things about PPC management to increase traffic and conversion volume did you learn? Feel free to comment below and share your thoughts with us.
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