Podcast
Path To Purchase Podcast
35
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Path To Purchase is a weekly podcast created and brought to you by Oli Billson (Oliver Billson Marketing) and Tom Breeze (Viewability).
They're here to share their dynamic strategies and years of experience in the Marketing and Advertising world, with you. Giving you cutting-edge advice that you can implement today in your own business; and see incredible results.
One of the most important things you can focus on right now is what your customer journey looks like...
...What Is Their Path To Purchase?
This forms the backbone of any successful business. After all, we all know that running a successful business relies on 3 things-
Getting more leads
Turning them into customers
And making them stick around
So whether you're just starting out on your own, you count yourself a seasoned pro, or you're a Marketing Professional within someone else's business, here is where you'll discover actionable, proven strategies to take away and use now to craft your ultimate Path To Purchase.
Oil's super power lies in strategizing and building direct-response, conversion-led, money making sales and marketing funnels, for some of the biggest names in the marketing industry. Tom is the leading expert in the world of FaceBook and YouTube Advertising, crafting thousands of video advertising campaigns for clients from many industries across the world.
Each week Oli and Tom will be focusing on one vital aspect of your customer journey, from finding your Customer Avatar, to setting up FaceBook Ads, combining their skills and sharing their own successes and challenges.
Ready to get started?
Path To Purchase is a weekly podcast created and brought to you by Oli Billson (Oliver Billson Marketing) and Tom Breeze (Viewability).
They're here to share their dynamic strategies and years of experience in the Marketing and Advertising world, with you. Giving you cutting-edge advice that you can implement today in your own business; and see incredible results.
One of the most important things you can focus on right now is what your customer journey looks like...
...What Is Their Path To Purchase?
This forms the backbone of any successful business. After all, we all know that running a successful business relies on 3 things-
Getting more leads
Turning them into customers
And making them stick around
So whether you're just starting out on your own, you count yourself a seasoned pro, or you're a Marketing Professional within someone else's business, here is where you'll discover actionable, proven strategies to take away and use now to craft your ultimate Path To Purchase.
Oil's super power lies in strategizing and building direct-response, conversion-led, money making sales and marketing funnels, for some of the biggest names in the marketing industry. Tom is the leading expert in the world of FaceBook and YouTube Advertising, crafting thousands of video advertising campaigns for clients from many industries across the world.
Each week Oli and Tom will be focusing on one vital aspect of your customer journey, from finding your Customer Avatar, to setting up FaceBook Ads, combining their skills and sharing their own successes and challenges.
Ready to get started?
Episode 33 Video Scripting: Simple Thoughts and Framework.
Episode in
Path To Purchase Podcast
Videos are typically a fun and stimulating way for a prospect to learn about your product or service, but there are a lot of details that go into creating one. In this episode, Oli and Tom simplify production ideas, covering multiple techniques for business owners to try. They discuss what works, what will grab a prospect’s attention, and where mistakes are made. They even break down the components of a 90-second script, discussing constructive elements and how to make it as effective as possible. And what about when you “get on camera”? New presenters are warned against the dangers of auto-cue and advised on editing. Plus, the two recommend a 3-word phrase which promises to get any prospect listening.
31:52
Episode 32- Sourcing New Customers From Platforms and Booths:
Episode in
Path To Purchase Podcast
Sharing examples from their own business experience, Oli and Tom discuss ways to source new customers, get them engaged and how to make good use of a booth at events. They cover the best ways to stand out with a booth and how to interest prospects, giving top tips on attracting footfall and getting contact information from leads. Outlining benefits, the experts also talk about the importance of using multiple platforms and even mention Oli’s most expensive source which brings a better quality of customer.
31:59
EP31 : When Is The Best Time To Hire A Marketing Agency?
Episode in
Path To Purchase Podcast
Join Oli and Tom again as they discuss marketing agencies and when is the best time to start looking to outsource your own marketing. Enjoy.
35:18
EP30 : When New Opportunities Arise, How Do You Know Which Ones Are Worth Your Time And Which Ones Will Waste It?
Episode in
Path To Purchase Podcast
Is there a formula or strategy for deciding which new business opportunities will be money/time well spent or do you just rely on gut instinct? In this episode, Oli and Tom discuss which opportunities and ideas added value to their businesses and what reasons made them turn down others. Enjoy.
33:00
EP29 : Creating New Opportunities With A YouTube Channel For Your Business
Episode in
Path To Purchase Podcast
Which video content resonates best with your viewers? In this episode of Path to Purchase, Oli and Tom discuss their own personal thoughts about how different types of video adverts, targeting and promotions are a great way to document yours and your business’ journey, whilst providing high quality content to your viewers and subscribers. Learn more about how Oli went from 0 to 7 figures in just one year, and how to discover new avenues for your video marketing efforts. If you’re looking to get more subscribers, switch up your video content and promote your business across a different medium, this episode has got you covered.
36:18
EP28 : Producing Better Quality Videos In A Controlled Environment
Episode in
Path To Purchase Podcast
What are the advantages of recording in a video suite? In this episode of Path to Purchase, Oli and Tom discuss their own methods of video production, from lighting arrangements to audio setup, to hosting and production software they each recommend. They delve into the opportunities provided by impromptu videos and how these can strengthen your connections with your customers, but also how upgrading your technology and recording environment can help you easily create BETTER content. If you’re looking to make changes to your current video production setup and want to know more about how videos can boost your credibility as a business owner, this episode has got you covered.
36:00
EP27 : The YouTube ‘End Screen’ Revelation
Episode in
Path To Purchase Podcast
YouTube’s ‘End Screen’ revelation has overtaken the desktop-only Annotations tool, presenting profitable opportunities to build better user experiences. In this week’s episode of Path to Purchase, Tom discusses this mobile and tablet-friendly tool with Oli in further detail, touching on how it makes it easier for viewers to take action before a video ends, and how it is proven to increase engagement and allow viewers to make decisions easily, thus allowing us to remarket in the right way. We can get creative with End Screens, and from an ROI standpoint they are proven to work well and ultimately get results.
22:40
EP27 : The YouTube ‘End Screen’ Revelation
Episode in
Path To Purchase Podcast
YouTube’s ‘End Screen’ revelation has overtaken the desktop-only Annotations tool, presenting profitable opportunities to build better user experiences. In this week’s episode of Path to Purchase, Tom discusses this mobile and tablet-friendly tool with Oli in further detail, touching on how it makes it easier for viewers to take action before a video ends, and how it is proven to increase engagement and allow viewers to make decisions easily, thus allowing us to remarket in the right way. We can get creative with End Screens, and from an ROI standpoint they are proven to work well and ultimately get results.
22:39
EP26 : Why Mobile Marketing Gets Results: Creating Conversations And Evoking A Dynamic Response
Episode in
Path To Purchase Podcast
As we know it, people are becoming a lot more aware that they can reach out to customers and delight them via text message. In this week’s episode of Path to Purchase, Oli and Tom explore this modality further and how it comes with an opportunity that needs to be harnessed in the right way; to connect with the device in people’s pockets. Text messaging involves a lot less emotional energy than a phone call or a countless stream of emails, and is a proven gateway to eliciting a dynamic response and creating conversations with your customers. It’s an interesting thought, bringing this channel together where marketing can meet sales in a seamless transition. If you’re looking to switch up your modalities and reach out to your prospects and turn them into customers via a different route, then this week’s podcast has got you covered.
41:29
EP26 : Why Mobile Marketing Gets Results: Creating Conversations And Evoking A Dynamic Response
Episode in
Path To Purchase Podcast
As we know it, people are becoming a lot more aware that they can reach out to customers and delight them via text message. In this week’s episode of Path to Purchase, Oli and Tom explore this modality further and how it comes with an opportunity that needs to be harnessed in the right way; to connect with the device in people’s pockets. Text messaging involves a lot less emotional energy than a phone call or a countless stream of emails, and is a proven gateway to eliciting a dynamic response and creating conversations with your customers. It’s an interesting thought, bringing this channel together where marketing can meet sales in a seamless transition. If you’re looking to switch up your modalities and reach out to your prospects and turn them into customers via a different route, then this week’s podcast has got you covered.
41:28
EP25 : How To Optimise Customer Relationship Equity
Episode in
Path To Purchase Podcast
Although this method still works, ‘product-focused advertising’ is beginning to wear thin with consumers, who need a new way to connect with your brand on a much deeper level. In this week’s episode of Path to Purchase, Oli and Tom discuss first impressions with advertising, and how it is still incredibly important to provide good value to your consumers, but in congruence with what they actually WANT and how they feel. How can you begin to effectively build the know, like and trust elements of your customer relationships, from the first impression you give? How can you market to them, but still show that you genuinely care about them? If you’re looking for new ways to lead generate effectively, and successfully sell to your audience WITHOUT eroding your relationship with them, then this week’s podcast has got you covered.
37:33
EP24 : The Power Of Offline Advertising
Episode in
Path To Purchase Podcast
There is a common misconception that Direct Mail is dead. In actual fact, offline advertising is as important now as it has ever been. In this week’s episode of Path to Purchase, Oli and Tom discuss how mixing up the media with offline and lead generation-based advertising is extremely effective. Oli divulges his three simple steps to successfully driving leads offline to online, with a real business example and statistics. If you’re looking to leverage the idea of doing offline advertising, and think you should be doing a multi-step process to capture mailing details, look no further. This week’s podcast has got you covered.
39:12
EP23 : Tools & Systems For Successful Business Management
Episode in
Path To Purchase Podcast
In the day-to-day running of a business, it is imperative that every aspect is managed well; from the business owner’s own schedule, to their team’s work agenda and to their customer journeys. In this week’s episode of Path to Purchase, Oli and Tom explore the different CRM systems, handy tools and software they both use in their daily routines. From Sococo’s virtual office, to using Moleskine Livescribe and to who should really be harnessing the power of Infusionsoft, each of these devices are crucial to the quick capturing of ideas. If you’re actively developing new business ideas and looking for super-fast ways to get them communicated effectively (to both your team AND clients), then this week’s podcast has got you covered.
49:23
EP22 : How To Create Successful Webinars That Drive Conversions
Episode in
Path To Purchase Podcast
When it comes to making a good webinar you have to decide what will put you on the right path to get your audience to convert. Factors like the time to advertise, the type of audience & relationship with them, the offer, the content type and if your audience is presented with something of value are all key elements to help drive conversions. In this week’s episode of Path to Purchase, Tom and Oli explore the different factors that affect the conversion rates of webinars, including some that Oli has successfully launched. They also dive deeper into other key factors that affect the webinar’s success is step by step and discuss from their past experience what has worked for them So if you want to discover the amazing secrets on creating an a successful webinar, Tom and Oli have you covered in this episode.
19:31
EP21 : The Post-Prescription Personalisation Process
Episode in
Path To Purchase Podcast
Prescribing what’s right for your prospects will bring you up to your eyeballs in conversions and positive outcomes. It’s what follows the prescription process that determines your success, because once a prospect has been through your funnel and answered your questions, they’ll be expecting some sort of delivery. In this week’s episode of Path to Purchase, Tom and Oli explore how to improve your user experiences and create a more personalised feel, in order to take your prospects down the right pathway and to where they want to be. Whether you’re trying to incorporate WOW factors until you’re blue in the face, or thinking of ways to deliver amazing content, or simply trying to drive people to make a consultation call, this week’s podcast will give you all the info you need. Discover more about speaking the language of your best prospects and how to advertise effectively to fill conversion processes…but ultimately how to be clever about your follow-up conditions!
30:35
EP20 : How To Prescribe What’s Right For Your Prospects
Episode in
Path To Purchase Podcast
We all know the power of segmenting your prospects and finding out exactly what they want from you. This enables us to send out the right message to the right people at the right time, which strengthens our list and maximizes our potential as a business. In this episode of Path to Purchase, Tom and Oli explore the use of bespoke videos tailored to specific prospect needs, how to collect rich data that allows you to discover more about your prospects, and how to segment people and bucket them up in order to prescribe them the correct solutions to their problems. If you’re wondering about how to effectively ‘rope’ people in and how to better serve your paid and organic traffic, this week’s episode has got you covered!
42:11
EP19 : Is Your Audience Engaged With Your Content?
Episode in
Path To Purchase Podcast
Regardless of what type of marketing system or funnel you have you will have data points that you can track to see if your audience is engaged with your content and your brand. If you track your engagement you can see when people lose interest and even deliver content tailored just for them. Further to what they spoke about in Episode 16 of Path To Purchase Oli and Tom talk more about engagement, specifically tracking how engaged your audience is. They’ll also go through some strategies they use in their own businesses to increase engagement and get their audiences back on track.
27:47
EP18 : Building A Solid Foundation For Your Marketing
Episode in
Path To Purchase Podcast
The digital marketing world has changed a huge amount in the last few years. Just a few years ago the average smart small business owner could just about run their own marketing funnel, but now doing this right is a full-time job for a whole team. This week on the Path To Purchase podcast Tom and Oli go through the basics. What the key things that should never be missed when you’re marketing your business, and what are the time-tested steps that you need to take at every step of the customer journey.
32:03
EP17 : Engagement & Keeping Them Coming Back For More
Episode in
Path To Purchase Podcast
So you’re producing a high-quality product that you’re giving away for free to your leads and customer base, but if they’re not actively consuming your content then it’s about as useful to you as a chocolate teapot. In this week’s episode of Path To Purchase Oli Billson and Tom Breeze take you through their strategies for engaging their audiences. They are also giving you some tips from their personal toolboxes which you can use to keep your audience engaged throughout your campaigns.
27:47
EP16 : The Changes And Challenges Involved In Mobile Advertising
Episode in
Path To Purchase Podcast
The world is only relying more heavily on mobile phones these days. More and more of our marketing is viewed on mobile devices, and while that allows us to reach more people more of the time, it does present its own unique set of challenges... Optimising and building ads so that they can be easily viewed and accessed on a smartphone or tablet is essential, and in this Episode of Path To Purchase, Tom and Oli show you exactly how to do that. With a specific focus on YouTube advertising, the experts show you how to utilize the new opportunities out there to advertise to mobile users and reach them more effectively. They’ll also be sharing their own checklists, so that you can make sure you’re adapting your pages and assets to make them more user-friendly for mobile users.
29:27
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