0:00:04 – Introduction to Upsell Sequence
- The speaker introduces the concept of an upsell sequence using an email campaign, particularly focused on Pixel and Audience.
- Goal: Take clients paying a small fee (e.g., $500/month) and 2x or 3x their payments by offering more value with little extra work.
0:01:08 – Overview of Traffic Switch Strategy
- The speaker outlines the “Traffic Switch” strategy, where they switch a client’s primary traffic source (typically Google Ads) to a more efficient method like Facebook or Email Ads using intent data.
- This approach works well for increasing conversions and lowering ad costs, with potential applications in SMS marketing.
0:02:01 – First Email: Data Opportunity
- Subject: “Data Opportunity”
- Introduces the idea of using a newly developed internal data service and tracking system to refine ad targeting and improve results.
- The goal is to help clients reduce ad costs, increase traffic quality, and potentially double sales without additional ad spend.
0:03:50 – Identity Resolution Pixel Explanation
- The speaker explains the Identity Resolution Pixel, which tracks anonymous traffic on a client’s website and resolves it into identifiable leads.
- The pixel can resolve 30-60% of website traffic, enabling businesses to run retargeting campaigns via email and other methods to re-engage users.
0:04:16 – Pixel Upsell Strategy
- The upsell requires placing the Identity Resolution Pixel on the client’s website to track traffic and generate reactivation leads.
- The speaker advises knowing a client’s monthly traffic, cost per acquisition, and sales conversion rate to forecast potential results.
0:06:20 – Example: HVAC Company
- A hypothetical example of an HVAC company spending $240,000/month on Google Ads, acquiring jobs at $800 each and generating $690,000 in monthly revenue.
- The speaker demonstrates how placing a pixel could resolve 30% of unused traffic, leading to 349 additional leads and $24,000 in extra monthly revenue.
0:09:12 – Pricing for the Upsell
- Suggested pricing: $1,000 for the pixel license fee, $3,000/month for the reactivation work, and 5% of performance-based profit.
- The client still profits from the additional revenue with minimal effort on their part.
0:10:35 – Lost Traffic Value as a Selling Point
- A key selling point in the upsell pitch: Showing clients the value of traffic they’re currently losing (e.g., $232,000 of wasted traffic per month in the HVAC example).
0:12:53 – Closing the Client and Forecast Flexibility
- The pitch involves showing clients hypothetical numbers to demonstrate potential performance.
- The speaker stresses not over-promising and instead positioning the offer as a flexible negotiation based on realistic results.
0:16:01 – Managing Client Expectations
- The speaker advises emphasizing to the client that success is a team effort, ensuring the client’s sales team can handle the leads generated.
- By setting realistic goals (e.g., a 10-15% reactivation rate), the speaker can confidently propose fees for additional services.
0:19:09 – Audience Syncing and Traffic Switch for Smaller Businesses
- The next section covers a similar strategy for smaller businesses.
- A hypothetical case involving “JustClick” spending $20,000/month on Google Ads, with a 10% site conversion rate and 20% lead close rate.
- By switching to Facebook Ads using audience intent data, the speaker shows how to drop the cost per acquisition and significantly increase revenue.
0:24:59 – Crafting the Second Email
- A follow-up email focuses on comparing the current Google Ads strategy with the potential of using Facebook Ads to reduce costs and increase revenue.
- The speaker highlights transparency and data-based results to build trust with clients.
0:27:11 – Avoiding Ambiguity in the Sales Process
- Rather than making bold guarantees, the speaker emphasizes transparency, clearly showing clients the metrics needed to achieve the results.
- This method makes it easier for clients to justify the investment in the proposed upsell.
0:30:57 – Dealing with Variable Factors in Client Campaigns
- A key point is acknowledging that factors like bad past ad performance or underperforming ad accounts can affect outcomes.
- The speaker suggests framing forecasts as goals rather than promises, based on the assumption that clients will maintain certain performance levels.
0:31:49 – Using Intent Data in Google Ads
- A participant asks about using intent data in Google Ads, and the speaker explains that while it’s possible, switching from Google to Facebook typically yields better results due to the cost-per-impression model.
0:34:24 – Display Ads and Facebook Ads for Intent Audiences
- The speaker discusses how display ads can work with intent audiences but points out that Facebook Ads generally have a faster and more scalable path to success.
0:35:19 – Confidence Levels and Final Remarks
- The speaker gauges participants’ confidence in using the upsell strategy and encourages them to rewatch the workshop if needed.
- Final points emphasize the simplicity and transparency of the upsell approach, which can work for both existing and prospective clients.
