Race For 20K Agency Challenge

Mineral Update for September 19th

Race For 20K Agency Challenge drip campaign

Hi Bright Ideas readers, Drew again from As a refresher, I run an agency — — that is competing with Groove in a race for recurring revenue. My agency focuses on delivering services to ecommerce retailers.

I want to share some updates on what we’ve been working on, as well as some open questions I’ve been pondering lately.

Read more

data driven marketing strategy

Pedal to the Metal: 5 Effective Ways to Boost Your Data-Driven Marketing Efforts

data driven marketing strategy

We’ve all heard the phrase, “Numbers don’t lie.” You could have great engagement with your social networks’ followers, but at the end of the day, small talk doesn’t usually do too much for your ROI.

In order to improve brand awareness, drive clicks, and increase conversions, businesses need to implement several steps into their data-driven marketing strategy, as well as strategically utilize data to maximize their revenue, and ultimately, their profit.

Set The Right Goals for Success

According to the 4th Annual Staples National Small Business survey, more than 80% of the 300 small business owners surveyed claimed that they do not keep a record of their business goals.

Every business owner, regardless of where they are in the business cycle of life, must have goals in place in order to continue moving forward, as well as maintain the success of that business. While goal setting itself can help a business look at the big picture, it’s also important to make sure that you’re setting the right goals to achieve that big-picture success.

You might want to set expectations lower and then over deliver rather than set them too high and underdeliver. Your sales team will be more likely to hit their goal since the pressure is lower. They may even exceed their goals if you incentivize them to do so, via commissions or bonuses.

It will also be a victory for your public relations team because exceeding your targets is good news, and customers love good news and it is a sign that your company is a strong performer.

Every department in your business should take part in determining what these goals are so that there is input from as many angles as possible, so include them in the meetings that involve the data and how you will use it in your marketing campaign(s).

data driven marketing graphs

Cut The Data Fat

data driven marketingInformation bombards us on a daily basis both at work and outside of work—it can be a bit overwhelming sometimes, especially at work when one has to be a very competent multitasker. Although you should collect all relevant data to the task at hand, you should really focus on key data that will drive your marketing and sales efforts—the data that will produce actual results.

Some data that will produce results include the number of units sold and revenue. In addition, one should also take the average of those numbers. If you expect to sell 1 million units a year at a revenue of $1 million, for example, it averages to 83,333.33 units a month at $83,333.33, so it also helps with the first step: to set short-term goals, as well as long-term ones.

What numbers you should focus on will depend on the nature of your business—a retailer should especially focus on averages since the numbers are skewed at certain times of the year. Certain holidays throughout different times of the year tend to have different numbers as things are often on sale during special occasions.

Understand Customer Engagement and Behavior

While it can be difficult to make your customers feel a connection between them and your business, it’s important to remember that customers really love it when businesses can relate to them and their needs, situations, and lifestyles. Understanding customers’ purchasing habits will not only endear you to those customers, but attract new ones as well through word of mouth and having a positive experience with your business. That is why you need to understand and engage your customers as much as possible when collecting your data.

Although you may have the numbers, and your business can understand them, not all customers will understand the data in the same way that your business does. Businesses need to share their results clearly, making it easy for customers to understand why your products and services are something they should buy. If you convey these ideas in a clear and concise manner to your customers, they will keep coming back for more.

Use Data Visualization To Facilitate Discovery

For many, a spreadsheet of collected data just looks like numbers, with no clear picture as to what these numbers mean. Most people want to visualize how these numbers work. Creating charts and graphs can help make your collected data easier to understand to those who aren’t crunching the numbers.

If you see that your marketing efforts are leading towards higher sales at a certain time of year and that it is consistent over time, look for a time in the chart or graph where sales are a bit lower and research ways on how to improve sales during those time periods so that you can have a more consistent stream of revenue throughout the year.

Explore the Unknown

Analyzing data is an extremely important aspect of the marketing process. Exploring the unknown is a very daunting task, but when your team comes together to analyze data, it can yield great results for your business and attract more customers to buy your products and services.

Are there other overlooked ways to boost your data-driven marketing? Feel free to leave your thoughts below!

Hilary SmithHilary Smith is an online business writer with experience in media marketing and business communications. In addition to discussing the importance of data analysis in marketing, her writing also also covers social media strategies, entrepreneurship, and business communications technology.



Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]

Race for 20K

Mineral Weekly Update for August 8th

Race For 20K Agency Challenge August 8 ab split testingHi Bright Ideas readers, my name is Drew, I blog at, and I run an agency — — that is competing with Trent’s Groove agency in the Race to $20K in recurring revenue.

So July was a “zero” month for Mineral: we started the month at $7K recurring, and we ended the month at $7K recurring.

The big reason for this was it’s the summer!

Every summer my family and I hit the beach every Friday – Monday, which typically leaves me only three days in the office. And during those working days I do a fair amount of consulting outside of Mineral, so Mineral definitely took a backseat.

Mineral did, however, relaunch our landing page over the past week. The new one is up at — as you can see it’s a bit of a “long form sales letter”. At the top, you’ll see a lot of empathetic writing meant to draw the reader in. This is followed by a more-or-less clear articulation of our solution, and at the very bottom, is a pricing table.

We also have a “B” version of the page that is more visual and less copy intensive, so I’ll be sure to work that in for some nice AB split testing.  We also are preparing a short autoresponder course to integrate with both pages to improve lead conversions.

The persona we are targeting with the page is the Shopify store owner. We went pretty narrow here because 1) they represent some of the better clients in our current concierge MVP, and 2) I plan on blogging for Shopify over the next month. Hence the focus.

Our plan is to have Shopify store owners read through the page, click through the pricing table, and hit a Recurly checkout. $20K in recurring revenue will result (again, according to plan).

Will it all work? We’ll find out soon — next week we will start driving some traffic to the page, and I’m holding a short webinar for Shopify store owners.  With any luck I’ll have more income to report by next update.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]

Race For 20K Agency Challenge July 18

Mineral Weekly Update for July 18th

Race For 20K Agency Challenge July 18 process improvement

Hi Bright Ideas readers, my name is Drew, I blog at, and I run an agency — — that is competing with Trent’s Groove agency in the Race to $20K in recurring revenue.

Update for July 11

As we used to say in the Navy, NSTR (Nothing Significant To Report) this week for my half of the Agency Challenge. I’ve been taking the week off spending time with the family on the beach. I get back to work Monday — so next week’s update should be filled with a fair amount of new material.

Update for July 18

This week at, we continued to focus internally on our concierge MVP.  I think we’ve finally got it dialed in enough so that next week we can turn to marketing.

I’ll follow Trent’s lead and give you a quick overview before diving into each item:

  1. Process improvement
  2. Implemented Teamwork
  3. Recruited three more paid search contractors
  4. Rewrote our landing page to make more Shopify specific
  5. Spoke to several writers

Process improvement


Why do I keep harping on process improvement? Because as I stated in a previous update, in order to effectively serve lower-end clients at scale, we need to have our processes dialed.  There simply isn’t much wiggle room for improvisation when a client is paying us $500/month.

A little extra time to configure something or take a client call and we’ve blown through our margin for the month. So this week we spent Monday and Tuesday in an all-day session to review our processes.

When we began our agency, we were very improvisational. I basically brought on a bunch of paid search specialists who I had used before, and I assigned each one a client.  Then each specialist was off to the races — doing whatever they needed to do for that particular client.

In those early days, we had no central repository of knowledge, and no common approach to how we managed paid search. If a client wanted growth, one of our contractors might approach it by expanding ad groups and keywords — another would approach it by increasing bids.

After a couple months of running the agency this way, we realized that this improvisational wouldn’t cut the mustard at scale. First, we needed to deliver a similar experience across account optimization, bidding, channel management, etc.  Second, that experience had to be best-of-breed and include ‘best practices’ from the world of paid search.

So I spent about a month interviewing our contractors and other paid search experts to come up with our baseline standard approach.  That approach involves checklists for onboarding, maintenance, and reporting that we execute on a regular basis (weekly, monthly, quarterly, or annually). Monday and Tuesday of this week we further refined the lists getting them into our project management software and assigning specific contractors to each list.

Now when we take on a new client we can say that they will indeed receive ‘best practice’ paid search management.

Implemented Teamwork

Up until this week, we had been running our nine-client MVP on Trello.  But Trello was bursting at the seams — it really was built more for brainstorming and simple task management, not for delivering a consistent set of service processes to 20, 30, 100 clients.

After testing out everything from Jira to Maventools, we opted for Teamwork. It has most of the functionality we desired: the ability to set recurring tasks, the ability to monitor the hours worked by our army of contractors, and the ability to run reports quickly on what is due and when.

We spent a few days moving all our tasks into Teamwork and on Wednesday moved all our contractors over to it.  Two and a half days in it seems to be doing OK — every one of our contractors (we have around ten) get tasks assigned to them regularly, and they can report back on what they are seeing on the client level.

Of course, these systems never live up to their billing, but for now we feel a lot more confident that we are getting work done on time for each client.

Recruited three more paid search contractors

We currently work with about four ‘expert’ paid search contractors and about another three ‘novice’ ones.  The novices — who have a lower hourly rate — perform a lot of the onboarding and routine maintenance tasks while the ‘experts’ set strategy and direction.

I need a deeper bench. By my back-of-the envelope calculations, in order for us to beat Trent and pass $20K in recurring revenue, we will need to service 20-30 clients.  Right now we are at nine.  So we need more staff to service more clients.  Plus there’s also the reduced risk that comes with having several people able to execute the same tasks — our agency won’t grind to a halt if someone gets sick or goes on vacation.

So this week we added three more contractors into our system for limited duration tests.  Each will take on some client work and give us daily feedback on what they did so that we can assess their progress and determine whether they are a good fit.

Rewrote our landing page to make more Shopify specific

Our current paid search landing page is dated. First, it’s a bit generic. Based on what we’ve learned from our concierge MVP, our new ideal customer is a Shopify store owner (easier to market to, easier to service), and the current page targets just any ecommerce store owner.  Second, the pricing is off — we’ve moved that around.  And third, the services are off — we’ve changed up what customers receive when they sign up, primarily removing a regular phone call and replacing that with enhanced reporting.

So this Thursday I put on my copywriter cap and drafted a new landing page that features the new service and pricing.  I really took an empathetic approach with the page in an effort to get inside the head of the average small business Shopify store owner.

I like the results, but it does look much more like a long form sales letter than the current minimal design.  Is this good or bad?  I’ve no idea, but I think I want to launch with it to see what happens.  Shortly after launching, I will develop a “B” page that is more like the current page for testing.

Our goal was to get the page up Friday, but we ran into an unanticipated development challenge with our pricing table that forced us to roll it until next week sometime.  So stay tuned.

Spoke to several writers

With the new landing page ready and company processes dialed in, it’s time to turn to marketing!

This is the moment I know I’ve been waiting for, the time to finally try to scale up a bit so that Trent can feel the heat.  Next week I plan to kick off our initial marketing efforts, so I’ll save an overview of what we are doing for that update.  But content marketing will be part of it, and as such I need to find a decent writer (and no I can’t afford Trent’s services yet).  This past week I interviewed a few.

That’s all this week. My family and I continue to hit the beach every weekend (Friday – Monday, specifically) which always makes it a challenge to execute on the work front during the week.  I often think back to my single days when I lived in SF’s Mission District — it seemed much easier to launch my previous business when I was working 24-7!  That said I’m not complaining because I love my family time, and swimming in the surf really helps me chill out.

So until next week —

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]


Race For 20K Agency Challenge July 4

Mineral Weekly Update for July 4

Race For 20K Agency Challenge July 4 operations automation

Hello readers!

I hope everybody enjoyed their long weekend here in the States. By way of background, my name is Drew and I am building a recurring revenue paid search agency at with two goals: 1) reinventing paid search for online retailers, and 2) beating Groove Digital Marketing on the Quest for $20K so that I can receive the grand prize, a large bag of Idaho potatoes.

Weekly Update

As for my weekly update, this was a short week, and we continue to focus most of our efforts on our internal processes as opposed to on attracting new clients. I realize this is a marketing automation blog, but before I can get to marketing I need to focus my agency on operations automation. This is vital because 1) we have chosen a lower average price point of $500 – $1000/month that 2) requires that we develop scalable client service processes.

Operations Automation

With nine clients in our concierge MVP, we have chosen to hit the pause button on customer acquisition for a few weeks — we want to see what we can do to serve them all better with fewer human hours.

When looking at our business, we see it as broken down into five process areas. I’ll walk through each below:

  1. Client onboarding. This is the process we use to integrate a client into our workflow. It’s proven to be a massive time-sink for us because of all the account information we need: Google Adwords logins and access, Analytics access, Google Merchant Center (for Shopping feeds), Facebook logins, shopping cart access (so we can generate shopping feeds), etc. There’s a lot of back-and-forth with the client, a ton of education, and if we hit a roadblock — a shopping cart we’ve never worked on before, for example — onboarding could stretch out to a month’s worth of time. Although onboarding is a beast, I believe it’s a major reason why these clients aren’t taking on paid search in house, so it’s important for us to develop a standard approach here.
  2. Paid search maintenance. This is the meat of what we do — manage and optimize client paid search programs. We had been doing it for a while with an army of great paid search contractors, but we quickly realized that each contractor had his or her own approach: how often they would check a budget, update bids, create A/B ad copy, and so on. It’s important for us to check all the boxes for all the clients, so we need strong checklists here for our team.
  3. Reporting. These are the processes around letting the client know how we are doing. One one level, it’s about demonstrating to the client a return on their ad spend (ROAS). But on a deeper level it’s also about justifying our existence, showing them what we are working on behind the scenes week to week. We want to keep the client from asking the question: “So what am I paying these guys for again?”
  4. Client feedback. This is an important process that should separate us from the massive pack of paid search agencies in the long run: collecting and acting on client feedback. Not enough agencies do it, and we want to do it well.  I have confidence that if we do, in a year our business will look very different than I could possibly imagine today and we will have carved out a real competitive advantage.
  5. customer serviceClient customer service.  This final process is one I know well from my days running customer service at my online retailer. It’s such a pain point (for customers and for businesses) and can really rack up the costs if we don’t handle it well. At the same time, our concierge MVP is telling us that this process is critical to a client’s sense of satisfaction (often more so than ROAS), so we have to nail service.

Given these five core processes, what did we focus on this week?  To some extent each one:

1) Implemented a new project management system. We are currently on our third, Teamwork, and we hope this one sticks. Given all the process areas above, we had a strong need to create recurring tasks that we could assign out to a subcontractor and regenerate with each new client.

  • Onboarding steps.
  • Adwords negative keyword management steps.
  • Bidding checks.

It took us about two weeks of playing with Teamwork before we made the switch for the entire team. I’m even hoping to begin syncing this with our contractor invoicing as it should make the internal profitability analysis much easier.

2) Created the draft “paid search maintenance” process. This was a big, necessary step as alluded to above. I spent hours this week on the phone with our top PPC contractors collecting their paid search best practices, and I broke them into regular task checklists by time period (daily, weekly, monthly, quarterly, etc.). We then took these checklists and added them into Teamwork so that they would generate automatically for each client. Now each client is receiving standardized (awesome) paid search management — bids are updated on schedule, ROAS is checked regularly, etc. Given this approach I’m pretty sure our client ceiling just moved from about 20 to about 80-100.

3) Investigated reporting options. Given our new processes, we decided the next logical step was to tell our clients about what we are doing and why we are doing it. We suspect exporting data from Teamwork, massaging it, and delivering it to the client is the way to go. That way the client will get a regular update (daily, weekly, not sure yet) on what we did and why we did it. I spent a fair amount of time this week figuring out how to get data from Teamwork into one of several client messaging systems.

4) Client calls and feedback. Finally, I was on the phone with many of our clients this week in an effort to collect more feedback on what they want. As anyone who has ever done customer development knows, it’s a slow painstaking process but a necessary one. My heart sinks when I look at my calendar and see back-to-back-to-back client calls every afternoon, especially when we aren’t really making any money (yet), but I do always come away with some key insights.  And I did this week.

So that wraps up our short week. My family and I are off to the Hamptons for a week. I’m guessing that for readers outside of NYC that conjures up images of, I don’t know, Paris Hilton and insane exclusive parties on the beach. Nothing could be further from our beach experience — we do a lot of grilling, connecting with friends, and swimming.  Although I love it, I am beginning to have that super-excited “startup feeling” about Mineral and kinda wish I could spend a few weeks solid just moving the ball forward.  The next week will be a bit of an operational challenge to me to see what I can get done without being in the office.

Happy Fourth,


Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]


Race For 20K Agency Challenge - Mineral Digital Marketing Agency Intro

Mineral Digital Marketing Agency: An Intro


Mineral Digital Marketing Agency Intro

Hello readers!

My name is Drew, and I am Trent’s competition in the “Race for $20K” agency challenge.  I thought I’d focus this week’s update — my first — on who I am and what I am trying to do. That way you all will know who the guy is who is kicking Trent’s ass all over western Idaho after beating him over the head with a sack of potatoes.

Read more

How to Use the Phone to Dramatically Boost Your Marketing Campaign ROI with Graig Presti


Graig Presti is founder and CEO of the agency, This is Graig and I’s third interview and this time we are talking about something that nobody in the marketing world is talking about … leaving a bunch of money on the table.

What is this missing element? How and when to inject use of the telephone into your marketing and sales sequence. We will talk in detail:

  • When should you call
  • Who should you call
  • Why should you call them
  • What should you say in the first 10 seconds of the call.

We are NOT talking about cold calls.

For higher price point items, there comes a point in life-cycle of a lead when they need to talk to you. When you call your warm leads, there is a very specific way to handle the conversation.  If you don’t have a process you will probably have a high failure rate and kill many great leads.

Looking for warm calling tips, including exactly what to say? This is the episode for you.

Listen now and you’ll hear Graig and I talk about:

(01:00)  Introduction
(09:00)  How does the phone play a role in marketing?
(17:00)  How should your structure a call with a prospect you’ve not talked to before?
(21:00)  How do you ask “trick questions” that make you look like an expert?
(25:00)  Overview of Trent’s first call with a prospect
(32:00)  How do you pre-qualify a prospect prior to making a call?
(34:00)  How can a survey play a role.?
(42:00)  How does silence play a role in closing?
(44:00)  How do you recruit salespeople?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Graig Presti 

GraigPrestiGraig Presti, founder and CEO of, is a foremost advertising authority who operates with dental practices all around the planet, assisting them to leverage the internet so they can generate more telephone calls, reach more new patients, and bring in more revenue. His strategies begin to work immediately and continue to work month after month.

Presti specializes in helping dental practices dominate their nearby location by using confirmed regional Internet dental advertising strategies to help them dominate the top rated regional research engines like Google, Yahoo and Bing.

Presti uses easy to understand stories to help his clients comprehend how they can improve their internet presence. He is a repeated featured speaker at dental conferences and other venues.

Presti has mastered the art of bringing a flood of new patients into dental offices, and has undoubtedly established himself as a top specialist in his field. His considerable accomplishments, and his industry contributions, led him to be showcased as a Newsweek Magazine Champion of Health, Wealth and Success.