Marketing Secrets with Russell Brunson - How To Turn 3,000 Email Clicks Into 300,000 Visitors

Episode Date: May 17, 2017

I had a huge shift in my thinking about email marketing this weekend... let me show you how it works. On today's episode Russell talks about how he plans to use email as an amplifier in the future for Facebook Live videos in order to get more clicks. Here are some of the awesome things he talks about in this episode: What he has learned from watching Gary Vaynerchuk and how he's implementing it into his own stuff. Why it's important to master all the social media platforms available. And how he plans to use email and Facebook Messenger as an amplifier to be able to get more views and clicks per video he puts up on Facebook. So listen below to find out what Russell thinks is in the future for email, that will make having a large list even better. Transcript - https://marketingsecrets.com/blog/How-To-Turn-3000-Email-Clicks-Into-300000-Visitors Learn more about your ad choices. Visit megaphone.fm/adchoices

So, the big question is this, how are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. What's up, everybody? This is Russell Brunson,

and welcome to Marketing Secrets, episode number two. It's gonna take me a while, I'm used to saying Marketing Secrets as opposed to marketing your car, but I'm glad we're here, glad we're hanging out, and hope you guys enjoyed episode number one yesterday. A lot of crazy stuff has been happening over here. As you know, we finished, well actually we're still the last week of our book launch, but I've kind of moved on to the next funnel in the process,

which is fun. But we just passed 50,000 books, officially sold almost 51,000 actually this morning, which is cool. Or this evening, it's nighttime here. I'm actually at the office. I'm not in the car like normal. And it's been really cool. And then this week we're doing what we call a seven day launch. It's a new process I learned from Brendan Bouchard. And I'm trying it out. It's the first time we've done it.

And it's fun. I've been funnel hacking him. He did it three or four times. Funnel hacked him, got swipe files and a whole bunch of things. And we're testing it out. So day number one happened today. Some of you guys saw that.

We basically sent out promotions for it and basically I sat in the conference room and taught and trained for three hours live. And in three hours, next three days, you know, two more days in a row, so three days in a row. And then tomorrow, actually gonna be doing a presentation. I'll be selling our two comic club coaching. And if I execute right, hopefully this whole thing

will go well and people will you know good stuff happen so we'll see you know how the details all uh all kind of pan out but it's a really cool way it's a cool way to um to sell something but also give insane amounts of value along the way build tons of reciprocity get people love you more which is what marketing is all about so it's uh it's fun I'm excited for it and if you guys are not watching it if you go to expertsecretsmasterclass.com calm you can see the process in action so and what I want to do right now is I've been I've been totally geeking out on Gary Vaynerchuk last few days and a couple reasons why I think the biggest

reason why is I'm noticing that especially as we did was launched it was launched in the book, we did a whole bunch of, we did a virtual book tour and I started doing Facebook lives, all these different people's audiences. It was interesting because some people's audiences were like really bad, a lot more than I thought. And some audiences were like insanely good. And I started watching like, who are the people that are doing this game right? And I started looking at that and just trying to get a really clear picture and it's interesting because I've seen like there's people that are good at different channels. Some people are good at Instagram,

some people are good at YouTube, some people are good at Facebook, some people are good at, there's different channels, right? And the only person I see who's good at all of them consistently across the board is Gary Vaynerchuk and so I've been watching him, not just from like a learning but from a watching standpoint, what he's doing at every single. And God, he's like the only person I know that I

can see, I can find. It's just really dialed in on all of them. I know there's, I know it's happening in other markets. I just don't follow the other markets where he's got it, got it working at all cylinders and all these different spaces, right? Again, Facebook, YouTube, Instagram, podcast, anyway, across the core channels, he's there. And I did a podcast a couple weeks ago about this, about how he kind of mentioned one of the things I listened to, that your phone right here is like the equivalent of the TV in the 1950s, right? Like there were only three or four channels back then,

and the people who were on those channels dominated. And today it's kind of the same thing. Right now your phone has got, there's three or four apps that people use to get all their social communication. It's like that's the majority, like 90% of everything happening on your cell phone outside of games is happening there. And so it's interesting, as I've been learning about it,

I've been watching him as he's like dominating each of these channels. I'm like, God, how can I do that? And it's funny, I've had a lot of people like, Russell, I cannot keep up with your content. I don't know how you're doing it. You're doing podcasts and YouTube and Facebook Lives and this and that and all these different things.

And it's because I'm trying to do the same thing. I want to be so in every single channel, like wherever you go, you're seeing it. I want to be relevant because it's been interesting the last probably year and a half, two years or so, so many of my friends who focused on the marketing we've been doing for the last 10 years have become irrelevant.

And as I've tried to do Facebook Lives with a lot of their audiences, I was like, dang, they're not relevant. And it's interesting. And if you asked me my opinion before this weekend, I've been thinking a lot about this, and this is the big mind shift. And I hope that this gives you a mind shift,

because it totally gave me one. And I don't want, as I tell you this, I don't want anyone to discount and be like, oh, email marketing's dead, because that's not what I'm saying by any stretch of the imagination. Email is still hyper, hyper important and will continue to be important

because it's, a lot of reasons. When I got started, my first mentor, Mark Joyner, was like, build a list, build a list, build a list. So I focused on that. And it saved me. I built a list of over a million entrepreneurs and it's been the good times and the bad times. During the good times, it helps amplify things.

During the bad times, it helps save your butt, save me from bankruptcy twice, that I can remember, and probably more. But that was the key, right? Is giving you your own distribution channel where you can get messages out to people. And I would say for the last, I don't know what email was invented,

but from then till probably the last year or so, it was king. It was the most important thing. And again, I'm nervous to get this podcast. I want no one to be like, cool, I don't have to write email anymore. No, you have to focus on email. If you've read the, I don't have it here in front of me, dot com secrets book, I had a conference today. If you read the dot com secrets book, I talk about there's three types of traffic, right? Traffic you control, traffic you don't control, and there's traffic that you own, right? So traffic you control, like Zuckerberg owns Facebook, right? He owns Facebook traffic. He owns it, but I can go

buy an ad. I can control. I can send it somewhere. Same thing like YouTube's owned by someone. Like people own these channels, so I don't own that traffic, but I can control. I can buy an ad and push it somewhere. Now, when I'm pushing the ads and I want to push it somewhere where traffic transitions from traffic that I'm controlling into traffic that I own so for me for the last 10 years is 100% like send all that traffic to an email list because then they join your email lesson and you they're on your list now and you've got them I still believe that like don't again don't don't think I'm taking away email I'm not it's still a key like that's still the best way I think to transition from traffic you own to

traffic you don't know and there's traffic you don't control right right? And that's like SEO, PR, all this other stuff's happening. We had an article today actually posted, if you guys are reading Forbes. In fact, I wonder if I can find the headline really quick. It made me feel really good. In fact, I sent it to my parents and they got all excited, which made me even more happy. So the title of the headline was, this entrepreneur built a $360 million SaaS business that was entirely self-funded. There you go, there's the headline for all of those who are watching the video feed over on YouTube, right?

And so, it was awesome, right? But like, the article happened and I can't control it, stuff, traffic's coming from different places and I can't control that, so it's like, so I need to somehow capture it, hopefully I'm capturing it and putting it in places where I can get the email and then I can control that traffic. I can send it places, right? Okay, so there's, like, there's my beliefs.

Like, the core foundation hasn't changed. Like, it's still traffic you control, traffic you don't control, all siphoning into some types of traffic that you do control. You know, control doesn't only mean an email list, though. I still think email is one of the best. And the reason why is because you have an email, I can send an email and directly it goes to people, okay? But here's the negative side of email, okay? You send an email, it goes to somebody, and then it dies.

Send an email, it goes to somebody, it dies. Okay, so the channel's powerful, but that's the downside. Then you've got all these filters and promotion tabs, all this crap that you're always fighting against as well. And so it becomes less and less effective. But let's say I send an email out to my list. Over a million entrepreneurs have come through our list. I don't know what the exact number count is today,

like how many are active. It's not a million, but it's close to that. If you look at, when I send an email out, I might get, I don't know, 30 to 40,000 people to open the email, and from that I might get 10,000 clicks, which is a good email. In fact, I should probably look at the exact number. It's been a while, but something like that. Like if I got 10,000 clicks on email, like that's awesome. I remember back in the day, like my goal, if I get five, if I get between three and 5,000 clicks

per email, I was like, Oh, celebrating. Right. Which is awesome. Now I want to put this, I want to put some things in perspective because that's still like, it's still good. But understanding the power of emails, I click a button, it goes to his inbox and I can get clicks fast. But the downside is it's there and then it disappears and the lifespan of that is very, very short. It's finite, it lasts a few hours and then it's buried and then it's gone, right?

Now I wanna put this in perspective. If you go back and look at the book launch for Expert Secrets we just finished, I did a whole bunch of Facebook Lives and from that, I'll find the stats here in front of me. For those who are watching, I'm at the office. I don't have my, let's see if I can find, all right, so it's here on Skype. So I'll pull this up. So, and this is as of like a week and a half ago, so it's even more now, but it's kind of cool. All right, so from the Facebook Lives that we did,

our reach was 5,679,718 people. So that's like the equivalent of like an open rating email, right? Some people like saw me in the feed, they opened the email, whatever, and they saw that, right? Now it's not as good as an email open, for granted, I'll take that, but 5.6 million people saw my face in the news feed being interviewed

by someone about the book. Crazy. I don't know how much, I'd have to be on CNN five or six times as my guest to get that many people to see it because they're flipping channels, right? Then from that, 3.15 million people actually clicked play or sat there and watched some of the video. Over 3 million people watched it, right? From that, we got 40,000 reactions, people clicking on a like or a dislike or a thumb or whatever, and 3,696 shared it, okay? It's interesting.

I was looking at that, and the cool thing is all those assets we created are there forever. We're running ads to all of them that are so profitable consistently, and they're running and they're running, and the lifespan of these is a long time, six months, a year, they can go on for forever.

I'm putting videos on YouTube now if you've been watching FunnelHacker.tv. I'm posting these videos and what's cool is the video gets put there but then it has this long tail. Episode one of FunnelHacker.tv got, it's up to 14 or 15,000 views. Number two is I get 13,000. Number three, and it's like, they're all getting,

but the thing is they're there then they keep growing and keep growing. I mean, episode one of FunnelHacker.tv, my guess is the get 13,000. Number three, and it's like, they're all getting, but the thing is like, they're there, then they keep growing and keep growing. I mean, episode one of Philanthropy TV, my guess is the next year to two years, that thing's gonna have, I don't know, a million, million and a half, two million views on it. I've done videos on Facebook that got multiple millions of views.

Like, for me to get a million clicks on email, that's gonna take me an entire year to get a million clicks, right? And so I started thinking like, and then again, they're all different, right? Every channel's different. You got email, you got Facebook lives, you got YouTube, you got Instagram. I'm learning all these platforms and trying to really understand them. But what I'm

seeing is like, if I use my email a little differently than I have been using, I've been using my email in the past to sell. And I still think there's, I still think you should use it to sell, but, but differently. And I'm not sure exactly. I'm going to kind of give you some of my brainstorms off the top of my head, but I don't know how it's gonna all pan out. But I feel like in the past what we'd do is we would have long email sequences pushing the people through a funnel and all sorts of things, but I feel like

I wanna shorten that, and we were talking about here internally in the office called 48 hour funnels, where it's like someone comes in, and we have urgency and scarcity quick. There's 48 hours from the time they opt in to the time that offer expires, and we use deadline funnels with click funnels, beginning and done.

And then it's over, and then from there we push them back into our, and if you've read the experts, or the Dotcom Secrets book, I have my soap opera sequences and my sign fills. My soap operas in the past were long sequences pushing them throughout a funnel. But now I'm gonna compress that to like a weekend marathon,

like a 48 hour marathon instead of a soap opera sequence. So kind of like two to three emails really quick when they opt in, specific to that thing, then we dump it back to our Seinfeld list. Now my Seinfeld list, the goal of that, in my mind right now, and again, I haven't quite perfected this, figured it out, but what's been going on is the goal of email now for me,

outside of the 48 hours to convert and cause urgency and scarcity and open and close an offer, is to promote content. Because what's interesting is like, if I post a video on YouTube, and I post it there, nothing's, like it kind of sits there, right? And I can buy some ads, it's slow,

but if I start it, and I start it with big momentum, it'll grow quickly. Like today when we did, I did the three hour training, we were on Facebook and we were on YouTube, and so I promoted on Facebook Messenger. I promoted people to live Facebook. Email, I promoted people to the Google version. And we had over 3,000 people watching live for the entire three hours. That was people actually watched it like full-time. Then it was also people up and down. But I would say, you know, when all of a sudden, and then from that, we had like 500 or 600 shares,

like thousands and thousands of clicks. And I'm looking like if I, when all of a sudden, and then from that we had like five or six hundred shares, like thousands and thousands of clicks, and I'm looking at like, if I use my email as a tool to amplify a video, and then when the video's done, when the video comes and there's like, you know, there's 3,000, 4,000 views, and there's 200 comments, then Google or YouTube or whoever's like, holy crap, this video's awesome, or Facebook's saying this video's awesome, and they're going to rank it higher, then more views happen, and this thing, the email, if I would've sent email,

it would've hit there and then it would've disappeared. Within two to three hours, it's gone. The clicks and stuff are gone from that email. If I push it to content to boost it to my most hyperactive people who are on my list who love me, we push them there and then they start watching, viewing and sharing and then it boosts everything else

and I get all this organic traffic. It changes that three to viewing, and sharing, and then it boosts everything else, and I get all this organic traffic. You know, it changes that 3,000, 5,000, 10,000 clicks max into hundreds of thousands to millions of views. And it's like, now I'm looking at email as like an amplification thing. It's like amplifying these pre-sell ads. Like, look at, I keep going back to Dotcom Seekers book. I should probably, if you haven't read it yet, go read it.

But in the Dotcom Seekers book, I talk all about like the phases of funnel, like the pre-phrase. The should probably, if you haven't read it yet, go read it. But the Dot Com Secrets book, I talk all about like the phases of funnel, like the pre-phrase. The pre-frame before you hit the funnel is like the most important part. All these videos are pre-framed. So it's like, I'm taking a pre-frame, I'm amplifying it, I'm ramping it up,

and then it's going viral or semi-viral, or we call it paid viral, forced viral, where it makes, we can pay ads, we put ads behind it, and it can grow that way. But it's taking that email, it would have been three or four thousand clicks, and turning it into 300, that way. But it's taking that email that would have been 3,000 or 4,000 clicks and turning it into 300,000 clicks. And it's really, really fascinating.

Same thing with ManyChat, which is the new Facebook Messenger. When we first got it, I struggled. How do I use this? I was like, push people to different offers. It was kind of confusing. And what I found now that's working so good is I'm building this list. I think we have about 15,000 or 16,000 people on our ManyChat list. It's like an email list, but it's through Facebook Messenger.

What we're doing is every time we do Facebook Live, we push it. Within that fast, we get 500 to 1,000 people show up to any Facebook Live. It's insane. I log into the bot, say, start Facebook Live, go. They all come. And within, like I said, within minutes, we have 500 to 1,000 people who are live, which then people see a Facebook Live with 500 to 1,000 people on it. Then they start watching.

It starts growing into these snowballs into everything. So I'm looking at this whole thing differently now, where it's like email and Messenger are tools to amplify the content, where I'm gonna take this asset, this pre-framed video that I'm creating and I'm putting out there, and changing it from three or 400 views I would've gotten,

or three or 4,000 clicks I would've gotten into 30,000, 50,000, 100,000 or more. And it's getting me excited. So again, I'm experimenting with this, but I think, it's funny, because this is the first time I think in my entire career now, 14 plus years, I've had a directional shift.

And I viewed email different. And I think it's better. It's interesting. So anyway, I just wanted to open this thought process for you guys as well to think about because I'm thinking about it. I think that we should all be thinking about it because I think there's something interesting there

that's going to be big. And so watch what I'm doing. Again, I always say this, like, listen to what I'm saying because I'm never going to hold anything back from you guys. I don't do that. But watch what I'm doing because I'm doing it consistently and I'm trying it.

And if I keep doing it, it means it's working. If I stop it, I'm like, oh, I guess it didn't work. I think that's the key. Yeah, so start studying each of these different platforms and understanding them. Instagram's the same way. I can look at Instagram, I still haven't quite figured it out. In fact, I got my account canceled yesterday

and I got it back last night. So I'm a little paranoid about it, but at the same time, there's this really cool thing about Instagram where you have the ability to build the relationship and build rapport with the attractive character. It's kind of like Snapchat, only easier to build because I can post videos. Now, they have this really cool thing coming out called Swipe Up, and I don't have it yet in my account, but I've seen a lot of people having it, and we're trying to get it in our Instagram account. So, what's happening

is I can be doing these, I still call them Snapchats because I can do Snapchat for a year, but whatever they call them in Instagram where I can go and I can make these videos, right? So the videos, I'm telling the story. I'm telling like a story throughout the day as I'm, okay, I'm here, I'm doing this, and kind of like a mini version of what we do on funnelhacker.tv, but I'm telling this story,

and as I'm telling the story, throughout I can be like, hey, I just recorded a podcast. If you want to hear it, swipe up, and they swipe up, and it immediately takes them to whatever URL you want, and like that is magic, and so I want. And like, that is magic.

And so I think that's the, like, I think Instagram is similar in my mind to Facebook Messenger and email. And I don't have names for it yet or haven't figured out like a system, but the goal of those platforms are to, like to build rapport with the attractive character and then to amplify content.

And the content are pre-framed bridges, which push people into funnels. And if you start looking at it that way, I think there's something new and exciting. And yeah, so there you go, guys. We're what, almost 17 minutes? These get longer now that I'm not in my car. Sorry about that.

I hope you don't mind. But hopefully it gets your mind, the wheels here are spinning because that's the direction I'm thinking and focusing on. And I think it's gonna be where things are starting to transition to. So hope that helps.

Thanks so much, you guys, for hanging out. If you're not subscribed yet, go to marketingsecrets.com and subscribe on iTunes and leave your feedback. We'd love to hear it. And if you, if you are new to this and you want to catch up on like the last five years of this podcast, it used to be called marketing in your car. You're going to market in your car.com. The first like 250 episodes, you can get on a free MP3 player just to get you caught up on all the cool stuff we've been talking about behind your back

and now you're part of us and I can let you in on the big secret so with that said thanks you guys appreciate you and we'll talk to you guys all again soon

bye want more marketing secrets if so then go get your copies of my two best selling books book number one is called Expert Secrets and you can get a free copy at expertsecrets.com

and book number two is called Dot Com Secrets and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest-growing, non-VC-backed, SaaS startup company in the world.