Tyson Quick Instapage

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Hey everyone! In today’s episode, I share the mic with Tyson Quick, the CEO of Instapage, which turns your ad clicks into conversions by providing an end-to-end solution for optimizing post click experiences at scale.

Tune in to hear Tyson discuss how Instapage was founded based off a common problem they faced, how the company figured out how to improve ad conversion rates and why serving to a larger market might benefit your company.

Time-Stamped Show Notes:

Resources From The Interview:

Leave Some Feedback:

Connect With Eric Siu:

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Amanda Bradford - The League

Hey everyone! Today I share the mic with Amanda Bradford, CEO of The League, a dating app for aspiring power couples.

Tune in to hear Amanda share why her dating app for intellectuals has a 500K wait list and how it’s converting in high volumes, the effects of monetizing the app for both men and women (especially in regards to user habits), and the value of finding the right people to ramp up your company’s growth.

Download podcast transcript [PDF] here: CEO Amanda Bradford Shares How They Raised $2.8M in Funding for Exclusive Dating App The League TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. Using professions, social graphs and educational institutions as data to match results in a much higher conversion rate.
  2. The emergence of the smartphone and the latest cutting edge technology has transformed dating—people have a much wider pool to choose from.
  3. Finding the right people for your organization is an uphill task—you need to invest a considerable amount of time and energy into the search.

Resources From This Interview:

Leave some feedback:

Connect with Eric Siu:

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Mike Dudas - Button

Hey everyone, today I share the mic with Mike Dudas, co-founder and CRO of Button, a company that helps retailers realize the power of mobile by allowing seamless interconnected services to complement relevant products.

Tune in to hear how Mike has leaned on a unique combination of sound business and dumb luck to create a habitual winner, what the team did to grow Button 10X in 1 year and drive tens of millions in revenue within 3 years, how a fortunate change in Uber’s business model allowed Button to succeed early on, and the process they go through to find, court and hire the right people.

Download podcast transcript [PDF] here: How Mike Dudas Grew His Mobile Monetization Biz Button to $10M in Revenue in 3 Years TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. Secure money and secure advisory roles from people who believe in your business.
  2. It is really challenging to find the right people — Using your referrals and partner recommendations is a great way to facilitate this.
  3. You will have to answer 3 questions when you are selling: Why should I do this, why should I do this with you, and why should I do this now?

Resources From This Interview:

Leave some feedback:

Connect with Eric Siu:


How to Micro-Retarget Your Leads

Let’s talk about micro-retargeting. You already know about retargeting: when you visit a website, you’re going to get ads that follow you around the ‘net.

What Is Retargeting?

Let’s say you visit Zappos briefly and then everywhere you go on the web, you’re faced with random ads. They don’t really know what your intention is because you’ve only visited a homepage, right? They send you generic ads. Which you’re probably not as likely to convert on.

But let’s say you visit Zappos, go to the men’s shoe section, pick out the Nike Metcon 3 and then you add it to your cart. Guess what? You’ve shown a lot more intention, you’ve spent a lot more time on it, and you’re a lot more deliberate. You’re going to be served ads that are very different from the generic ones.

Nike Metcon 3


Let’s say these big companies have a million people that visit their site per day. Only a very small number are going to take a specific action and therefore have that kind of message tailored towards them. But the more personalized that experience is, the higher the conversion rates will be.

Learn More: Why Retargeting Is Absolutely Essential For Any Marketing Funnel

What Is Micro-Retargeting?

Micro-retargeting is retargeting people based on the section of your site that they visited, how long they stayed, and things like that. It’s behavioral, but it’s also temporal. You can do it with Facebook. You can target people based on the number of pages they visited or how long they stayed (e.g., top 5% of your traffic).

For Single Grain, anytime someone visits our services pages three times or more, I’m going to re-target them and I’m going to try to get them to come over to our site, go to our case studies page and then fill out a free consultation form.

Single Grain services

Yesterday we spent five dollars and got two free consultations. Each free consultation was at about $2.50. Now for us when it comes to free consultations, we’re willing to pay $317 for a free consultation. So far, our CPA is $319.50. But if landing a client gives us $10,000–$100,000 in return, that’s well worth the cost.

Now what I’m missing is the ability to re-target people who have watched, let’s say, 10 seconds of these live videos. I’m doing these live videos, but I’m going to make audiences off of them as well, and it’s really cheap to make these audiences. For Facebook Lives on Sundays, we’re paying about one cent per view for three-second views. For 10-second views we’re paying three cents per views. These views are on autoplay and will stop some people in their tracks. I haven’t even added captions to them (I probably should!).

Growth Everywhere Facebook Live

So I re-target these people and see what happens with them. These are people who have engaged with me, with my brand. A lot of this stuff is hard to measure (ROI-wise), but when I look at my YouTube comments and see, “Thank you so much for your help. I’m really grateful for everything,” I know that these videos are actually working.

Be Patient—Don’t Monetize Immediately

One of my other podcasts, Marketing School, is going to reach 589,000 downloads this month, but we’re not even thinking about how to monetize right now. We just want to build up the brand. We want to get it to a million or 1.5 million downloads, because we know that as long as we continue to create and spread goodwill, good things are going to happen for us.

Related Content: How Patience and Delayed Gratification Contribute to Success

Same thing with Growth Everywhere. I’ve been doing this for 3-5 years. It’s just goodwill. I didn’t really start to do anything with it monetization-wise until two years in. Being patient, and learning to delay your gratification, is key to building up these big brands. It never happens overnight.

This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:

Why You Should Be Hosting Live Webinars

I want to talk to you about the power of webinars and how doing this can change your life.

Webinars have been great for us at Single Grain in terms of lead generation. Last year alone, whenever we did live webinars we actually generated really good leads — we’re talking two companies that had pretty hefty budgets and two other public companies. It gets your name out there and generates good will as well.

This particular webinar also led to a speaking opportunity in Brazil.

Eric Siu Single Grain

And Inc. featured Marketing School as one of the top business podcasts to listen to for 2017.

Webinars Provide a More Personal Element

A webinar is the perfect qualification and conversion vehicle.

Why? Because a lot of webinar attendees will have read some of your content already. They know who you are. Then you’re going to give them 45 minutes to an hour of additional FREE content. They’re going to love you for that. In fact, they’re going to feel like they know you.

It’s like when I listen to podcasts. The more I listen to people, the more that I feel like I trust them, and the more that I feel like I understand their personality. Sometimes I haven’t met a podcaster in person and then when I meet them at a conference for the first time it actually feels like I’ve known them for a long time.

Related Content: How Jungle Scout CEO Greg Mercer Acquired Those First Customers with Webinars and Content Marketing

What to Keep in Mind When Planning a Webinar

The purpose of a webinar is for you to keep providing tactical and strategic advice for the attendees. That’s why they’re giving you an hour of their time, and you have to respect that. By all means share personal success or failure stories, but always include actionable tips and tricks as well. Keep it engaging, highly informational, really valuable, and then close with some selling and then a short Q&A.

For example, we did live webinars every single week for 12 weeks (with plans to continue doing them). Once we had a good feeling about the webinar, let’s say after three or four times, our plan was to convert them into more Evergreen webinars.

We use GoToWebinar, and we combine it with Leadpages for live webinars.

Leadpages Landing Page Builder & Lead Gen Software

It’s easy to execute and it integrates well with our e-mail list and Facebook ads. Once the webinar is working out well, we’ll use a tool like EverWebinar and basically mimic a live webinar sequence where you can register first.

This gives attendees a sense of urgency. This is incredibly important—if people think that they can get it at any time on demand, your attendance rate is going to drop significantly.

Learn More: Facebook Lead Ads: How to Increase Mobile Conversions

What to Expect from Hosting a Webinar

Typically, conversion rates can be anywhere from 5–10% depending on how much value you offer and how persuasive and likable you are.

Sometimes it might be less, if you’re selling a really high-ticket offer. You’ve got to know your numbers like the back of your hand when you’re doing these webinars. Don’t just go into them blindly.

One thing I’ll leave you with before I end this is that Russell Brunson has the perfect webinar formula. Google it. Okay, I’ll Google it for you. The Perfect Webinar.

Russell Brunson perfect webinar

I also highly recommend picking up the book DotComSecrets. Russell says if he had to make money for his family last minute, he would do a webinar. 

DotComSecrets Russell Brunson

Think about it. As you read this blog post, I’m building goodwill with you. I’m “talking” (writing) to you, but you’ll be done reading this in a couple minutes. But when I teach you for 45 minutes to an hour, it’s like I’m speaking to you at a conference. You start to trust me more (or you might hate me).

Either way, webinars are the perfect qualifying tool for marketers.

This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Yuri Elkaim

Hey everyone, in today’s episode I share the mic with Yuri Elkaim, a nutrition, fitness, and fat loss expert, as well as a New York Times bestselling author who makes fit and healthy simple again with clear, science-backed advice.

In this interview we talk about how Yuri took his business from $6K to multiple 7 figures in revenue, the secret to getting 50% opt-in rates for some of his content (which is unheard of in the blogging world!), and how spending more time building customer relationships drives conversions way up.

Download podcast transcript [PDF] here: Bestselling Author Yuri Elkaim On How His Fitness & Nutrition Videos Got 22.5M Views on YouTube TRANSCRIPT

Time Stamped Show Notes:

3 Key Points:

  1. Give VALUE to your audience through GREAT content.
  2. A sales funnel is simply a process that serves as a bridge linking people to what they want.
  3. Place your customers on the “customer success path” to win that sale.

Resources From This Interview:

Leave some feedback:

 Connect with Eric Siu:

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Irv Shapiro CEO DialogTech

Hey everybody, today we have Irv Shapiro, CEO of DialogTech which helps companies drive sales through calls.

In today’s interview we’ll be talking about how DialogTech raised over $60 million in funding and has well over 5,000 customers, why the leads with the highest conversion rates are from phone calls, and how they acquired their first 100 customers and built highly qualified links at the same time by using PR services.

Download podcast transcript [PDF] here: Irv Shapiro on Why Using Phone Numbers as Part of Your Ad Campaigns Can Double Conversions and Reduce Ad Spend by 10-30% TRANSCRIPT

Episode highlights:

Resources from this interview:

Leave some feedback:

Connect with Eric Siu:

Subscribe on iTunes Subscribe on Google Play Listen on Spotify

Tim Matthews Incapsula

Hey everyone, today our guest is Tim Matthews, the Head of Marketing at Incapsula, which is a cloud-based application delivery platform that accelerates and secures websites of any kind. He is also the author of The Professional Marketer and The SaaS Marketing Handbook.

Today we’ll be talking about how Incapsula doubles their business every year, why their number one customer acquisition method is SEO and quality content, how changing two words resulted in a 280% increase in conversions, and how to get good conversion rates from influencer reviews about your product.

Download podcast transcript [PDF] here: Tim Matthews on How Incapsula Protects over 5,000,000 Websites and Still Manages to Double Business Year Over Year TRANSCRIPT

Episode highlights:

Resources from this interview:

Leave some feedback:

Connect with Eric Siu:

How Much Should You Pay Per Lead To Be Profitable?

Something I don’t see talked about very often is how much a company should pay per lead. If you are a well-funded startup, you can afford to lose some money per acquisition as you figure out the best model that works for you, but if you’re bootstrapped, you don’t have that luxury.

If you’re in the latter category, this post is for you.

For Lead Generation

To start, let’s assume that you sell custom-designed logos online with a website that gets 10,000 visitors a month.

For the sake of simplicity, let’s say your customer lifetime value is $1,000.

Then let’s say you convert 1% of your 10,000 visitors into e-mail subscribers per month. That’s 100 e-mail leads.

Then let’s say of those 100 e-mail leads, 15% are qualified. So 15 qualified leads.

Of the 15 qualified leads, maybe you’ll close 20% of them. That means you’ll close 3 per month.

Here’s how much you can pay per e-mail subscriber:

$1,000 x 1% x 15% x 20% = $.30

Each of your e-mails is worth $.30. Ideally you would give yourself some margin and aim to pay $.05 to $.10 per e-mail lead.

David Skok recommends keeping customer acquisition cost (CAC) at least 3x less than customer lifetime value (CLTV):

How Much Should I Pay For A Lead(1)

Not too sure about your numbers? Add some more margin by making your CAC 6x to account for additional variables.

This is why it’s important to continue to look at your funnel metrics the whole way and figure out what you can optimize because every percentage point matters.

Now you’re probably wondering, how in the world can I get e-mail leads for $.05 to $.10? Great question.

While it’s very tough to get leads in that range in today’s world, it’s still possible to get close by running contests or even renting e-mail lists. And yes, renting e-mail lists still works (depending on the niche that you’re in).

Like anything else in marketing, your offer has to be compelling and your targeting has to be precise.

But that’s the hard way.

The easier way would be to optimize what you currently already have instead of trying to bang your head against the wall on something foreign. Most startups suck at optimizing what is already working and instead try to add additional custom acquisition channels without first 10x/100xing what they have.

Let’s organize the funnel metrics again (based on what we described above):

First, we’ll see if we can do some conversion rate optimization on the site and in our e-mail sequence:

Just by making a few quick changes in our funnel, we’ve increased our worth of an e-mail by 4x and as a result, we can now pay 4x more per e-mail. That’s A LOT more manageable.

But ‘manageable’ isn’t good enough. We want more.

Price is something to generally revisit because you’re constantly improving your product/service. It makes sense to think about increasing your pricing every quarter due to increased demand, overhead, and other variables.

Let’s continue to build off our previous example of conversion rate optimization success. This time, we’ll be doubling our prices because business is great and we feel that we were undercharging in the past:

We have even more wiggle room now that we have adjusted CLTV. If we can just make other minor tweaks to get our conversion rates higher and perhaps bump the price up a little more, we’ll be able to get more aggressive with our advertising initiatives.

Read more: The Ultimate Recipe for Effective Customer Lead Generation

Free Bonus Download: Enjoy this handy checklist of 15 ways to increase your lead flows! Click here to download it free.

Here are 15 things you can do to increase your numbers in your funnel:

How Much Should I Pay For A Lead(2)

How Much Should I Pay For A Lead(3)

Free Bonus Download: Enjoy this handy checklist of 15 ways to increase your lead flows! Click here to download it free.


It’s VERY important to know your conversion numbers at each step of the funnel. When you have these numbers buttoned up, all you need to do is tweak and test each step of the funnel until you have a well-oiled machine. Using an Excel Spreadsheet or Google Spreadsheet will suffice for tracking, but be sure to track your numbers on a daily basis.

From there, it all becomes a simple game of driving the numbers to a satisfactory level at each stage of the funnel and then pouring gasoline onto the fire.

What are some smart ways you know of to increase numbers in your funnel? Let us know in the comments below!


gmail ads

What if I said you could still find targeted clicks for under $0.15 in AdWords today?

Clicks that converted at a low cost per acquisition?

With click-through rates up to 20%?

Sounds pretty unbelievable right? Take a look at this:

Gmail Sponsored Promotions

This is Google’s Gmail Sponsored Promotions. They brought it back recently and our team has been testing it out with AWESOME results.

Here’s an example of what it looks like inside of Gmail:

Gmail Sponsored Promotions

As you can see in the table above, the CPA numbers we’re getting are as low as $6.52! Our target cost per acquisition (CPA) is around $80, so that’s up to a 87.74% decrease in CPA!

Some of you are probably thinking, “Well, the numbers look good but the conversion volume and conversion rates seem low.”

Let’s talk about conversion rates first:

The image above shows conversion rates (CVR) of 0.25% and 1.27%—not super sexy numbers but it’s important to know that display ads don’t typically convert as well as targeted ads. You’re in a good spot as long as you have low cost per click (CPC) and high click volume.

Now let’s talk about conversion volume:

Gmail Sponsored Promotions

Display Impression Share’ means the number of impressions you’ve received out of the total estimated number of impressions you are eligible to receive. For these targets, it looks like there’s still room to grow. The best thing about Gmail promoted ads? There’s an abundance of targeting options to help scale your campaign.

In this post, you’re going to learn how to set up Gmail Sponsored Promotions for long-term success.

1. How To Create A Gmail Promoted Ad

First, log into your AdWords account and go into any Campaign that you have. Then select the ‘Ads’ tab, click on ‘+Ad,’ and select ‘Ad Gallery’:

Gmail Sponsored Promotions

After that, select ‘Gmail Ads’:

Gmail Sponsored Promotions

From there, you have four different ad options to choose from. For the sake of simplicity, let’s go with the ‘Gmail single promotion template’:

Gmail Sponsored Promotions

To show you just how easy it is, here’s an example of an ad I just created:

Gmail Sponsored Promotions

Expanded form:

Gmail Sponsored Promotions

2. How To Create the Ad

There are three sections to fill out to get rolling—but don’t worry, it’s easy!

In the first section, you’ll fill out the following:

Here’s what it looks like:

Gmail Sponsored Promotions

In the second section, you’ll fill out the following:

Here’s what it looks like:

Gmail Sponsored Promotions

In the third section, you’ll fill out the following:

When you’re satisfied, click on the ‘Select an ad group’ button right next to the ‘Save’ button at the top to pick the ad group in which you want the ad to be placed.

3. Important Settings

Here are the initial settings I like to go with when starting a Gmail advertising campaign. Keep in mind that your mileage will vary.

First, click on ‘Settings > All Settings’.

The key settings:

 4. How To Break Up Your Ad Groups

One of the most effective ways to maximize your AdWords campaign is to break your ad groups up into single keyword ad groups. What does that mean exactly? Unbounce wrote a great guide on ‘how to do AdWords right’ that I highly recommend checking out before proceeding further.

In a nutshell, each of your ad groups will have only ONE target to go after.

For example, if you were Adidas and wanted to go after people opening up e-mails from Nike, you would target Nike.com in one ad group and customize the ad towards Nike.com e-mail viewers.

To set up targeting, click on ‘Display Network’ and go to ‘Display Keywords’:

Gmail Sponsored Promotions

Then for each ad group, enter in one website you’d like to target. It could be a competitor, an organization, a blog or whatever your imagination comes up with. For example, if I wanted to run Adidas ads, here are a few different categories I could go after:

5. How To Find Targeting Ideas

Google Display Planner – This is a free tool that you can use to find placement ideas for popular websites, apps, videos, keywords, and more. Simply log into your AdWords account and click on ‘Tools > Display Planner’ and you’ll have access.

In the example below, I typed in www.nike.com as my landing page and clicked on the ‘Placements’ tab to find ideas for popular sites that I’ve never even heard of:

Gmail Sponsored Promotions

Jump in there and play around, and you’re sure to find a gold nugget or two!

Facebook Audience Insights – This is another free tool that you can find in your Facebook account. You can parlay the data that you got from Google Display Planner to glean more insight. Chances are if the properties are popular on both Google and Facebook, it’s golden.

Go to your Facebook advertising account and click on ‘Tools > Audience Insights’.

Gmail Sponsored Promotions

In the following image, I take a look at people who are interested in Copyblogger, Moz, and Unbounce. In particular, I’m interested in finding pages that are relevant to those three interests. I can then place them into separate Gmail Ad Groups.

Here’s how to get started with Audience Insights:

Similar Web – Similar Web displays such insights as audience breakdown, traffic trends and engagement, related mobile apps and similar sites. For the sake of this post, we’re interested more in similar sites and mobile apps. All you need to do is go to Similar Web and type in the site you’d like to analyze:

Gmail Sponsored Promotions

Take a look at:

Gmail Sponsored Promotions

The aforementioned three free methods should be more than enough to get you started.

Bonus: Using Gmail Ads for Content Promotion

More content marketers have been using Facebook advertising to supercharge their content marketing efforts.

Gmail ads are another way to add on to your content marketing efforts. Your mileage may vary, but at $0.10 a click, it’s definitely worth testing if you’re already putting significant effort into content marketing.

If you’re doing content marketing and haven’t been using paid advertising to help amplify your efforts, you’re missing out. For an intro on this, Digital Marketer has a great write-up here.


Now’s the time to give Gmail Ads a shot if you haven’t tried it yet. It might just be the next great growth channel for your business!

Have you had any success with Gmail Ads? Let us know in the comments below!

Free 1st Chapter Of Leveling Up

Submit your email below for free instant access