Ryan Murton

I promised Lee Anderson a list of things we did to get incredibly high google rankings👇 1 - General good practice. Proper page headers and tags, fast loading & mobile freindly 2 - Write the pages as if you were explaining things to your mate in the pub, you will know far more than you think about your area of expertise, explain it in basic terms, split it into sections and pages, make them informative, not too long and link them, you want the reader to click another page. Update your site often 3 - Google reviews, as many as possible as regular as possible and keep them coming constantly 4 - Social Media, post loads of content daily on the channels you like and link to your website, it can only be good google sees you are alive every day. Facebook ads are a cheap way to throw quick eyes on your page which might help 5 - Backlinks - get any customers or suppliers who agree to do small write ups with links to your website on there website I am sure there is loads more things and a lot of this is speculaction but it’s the main things we did and now we get shed loads of organic visitors every day. It’s really hard intense work to actually do you have to be incredibly focussed and committed if you can’t then you best get a 3rd party to help but remember they can’t do point 2 which is the main one This is the kind of info I wrote up there are quite a few pages though all covering different things

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5 Comments

Why would a potential client choose your agency over others? I figured it out: - you specialise in their industry - you specialise in the “thing” (SEO, PPC, design etc) - you have case studies for companies similar to theirs - you clearly demonstrate your processes - you are outcome focused - you are transparent with pricing upfront - you don’t lock people in - you make it as risk free as possible Don’t focus on a pretty website and logo. Focus on a no brainer offer.

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Monday Update (7/1) for Lore 🛰️ Wins 🚀 - My co-founder is finally out of his job to focus on this brand full time - We confirmed a great placement for a URL link on a 24/7 stream with hundreds of our ICP watching Losses 😴 - Not necessarily a loss, but the last week we didn’t gain or lose anything - We were a bit in limbo and could have been more productive Things We Learned 🧠 - Watching some other apparel brands we noticed we need much better systems in place to put out creative - Today we’re templating a few scripts/ formats that we can always run for each product Action Items 💯 - Confirm if we are changing the blank we are using to a new one we found that has a nicer fit and heavier feel - Drop a new product every week, new collection every 3-4 weeks (finalizing calendar) Final thoughts: we don’t want to put all of our hopes and dreams on one design. We need to move faster and put out more content and more shirts to find what sticks organically. I got the inspiration from watching music artists and how new singles released prior to the album historically perform better than the unreleased songs revealed on the album. Taking the same approach, we want to supercharge our content engine and post more teasers and product intros prior to launch days.

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I love it when brands do sexy PPC. Great example here of using: 1️⃣ Audience data 2️⃣ Location data 3️⃣ Copywriting skills To make their ad relevant and effective. Reminding me (a customer) that I don’t need to use Splitwise Inc. when I have Monzo Bank! The use of site links, that are relevant and enticing is a fantastic touch. Great example of how even a fairly dry subject, can be a chance to upsell your customer. The only way to stand out on the SERP is an effective ad - don’t forget that!

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At the moment I'm auditing 10+ Klaviyo accounts per week One thing I'm seeing is a decline in new customer acquisition New website traffic + Pop Up form submissions in most Klaviyo accounts have been on a steady decline throughout this year This decline usually dates back 3-4 months before they realise their is an issue and they reach out for an audit It's important to stay on top of your marketing that is geared towards new website visitors as opposed to retargeting The performance of this is a leading indicator of your sales in a few months time

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One of the really interesting things about having both brands and agencies using Macaroni Software is being to able to compare the levels of activity for both. What we're seeing so far is agencies use it to deliver the same amount of work in a fraction of the time that they were before. Brands though are not limiting themselves. They are doing huge amounts of updates - sometimes more than 1k per week in terms of mapping keywords, on-page optimisation, creating new pages and content and building internal links. The results, unsurprisingly, are much, much better. Our goal now is to encourage agencies to not just do the work they were doing for their retainer in an hour each month, but do double or triple in 2-3 hours.

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Prospecting. It amazes me how many salespeople seemingly play the volume/numbers game with outbound messaging as opposed to focusing on quality. Firstly, it's better to pick up the phone straight away, but given very few people do that anymore, I'll focus more on messages/emails instead. I'm bombarded constantly with messages pitching stuff that has zero relevance to my business, from direct competitors trying to pick our jobs up (🤣), illiterate messages, automated dross clearly written by a bot, zero personalisation etc. The list goes on. Their conversion rates can't be good. Some quick simple tips on what I've found works: 1) Research each prospect for at least 30-60 seconds before you reach out to make ensure what you're offering is relevant and fact find so you can tailor your approach to something they may have going on. 2) Write a personalised message to introduce yourself (not using AI bots as you can usually tell). Be AUTHENTIC in your outreach and be upfront as to why you're reaching out. The whole fake trying to build rapport thing doesn't work over messages unless you already know the person. They know you're trying to sell them something so get to the point quickly. 3) Highlight which other industry businesses you've helped in the past - ideally reference their direct competitors (can go one of two ways, but usually works a treat). Do this early on as their ears will prick up. 4) You should already know the main challenges businesses in your industry typically face, present a couple of key examples to hopefully spark some resonance and tell them how your solutions can solve them. 5) Give some tangible evidence to back this up - some quick performance metrics. 6) Close with a clear call to action. Usually a brief exploratory call to explore the fit for a mutually beneficial partnership further. 7) Ensure the above is communicated is the most concise way possible. Nobody is going to read paragraphs of content, keep it brief and easily readable. 8) If you don't hear back, leave it a couple of days and follow up (ideally over the phone). If they don't reply send a final follow up message, but don't keep bombarding people over and over again. You have to be persistent in sales, but don't be irritating as you're damaging any prospect of that person wanting to work with you in the future. You might only have time to send 30 tailored messages a day instead of 3000 automated ones, but guaranteed you'll convert more. Any more to add?

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7 Traits of a Terrible B2B Website... 1. Self-focused copy, ignoring customer needs 2. Claiming awards but showing no proof 3. Boring, generic testimonials 4. No 'Book a Meeting' option 5. Confusing sliding banners 6. Lacking any personality 7. Hiding your pricing What would you add to the list? Let me know in the comments.

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I know you like your ppc stuff Jordan Domin-Goddard David Mollart Iona Laycock Here's a great one for you off my dashboard. 🌟 ROAS 15.21 X over a 7-day window - £58 spend driving revenues of £888 at an average sales price of £30+ per unit with a good margin and ROI. Test, monitor, refine, tweak, monitor, refine etc. If performing badly, delete and start over. A/B test etc. Kill off underperforming key words and double down etc. It's all a game - but one thing's for certain... you sure learn faster and understand the concepts better when doing it yourself and playing with real money! 💰 #accountability Phillip Collins Robert Marjoram Kane Cordy MAAT #eCommerce #ppc #marketing

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99% of cold emails from agencies fail in the first line Check your email spam right now I guarantee it’s full of these emails The first thing most agency biz dev folk write is: “I want” “I wanted” “I just wanted” What’s wrong with that? Sending an email like that IMMEDIATELY signals that the focus of the email is something you want ie You want to sell to them It shows your cards immediately that there is no value in it for them You could have the greatest opportunity in the world for them Doesn’t matter; they already scanned and you stink of sales Cutting this one thing out will up your email game If you’re running an agency and not getting the sales you need, I can show you where you’re going wrong Slide into my DMs to organise a call

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PREDICTION on Adam Robinson (This will be embarrassing if I'm completely wrong here) Adam is going to enter the info game with the aim of growing RB2B with negative CAC (the holy grail). In B2B this is mostly unheard of but is a common goal in internet marketing. Adam knows how to get attention: he's a successful founder, has unique POVs, and sometimes ruffles a few feathers—perfect ingredients for virality. Here's what I predict: - Adam gets into the info game (information products, e.g. courses) - The inbound-led outbound weekly series gets a makeover and becomes a full-blown internet marketer-scale live webinar (a la Alex Hormozi, Russell Brunson and Nathan Latka). I'm talking studio-level production. - On this webinar, he'll deliver a no-brainer offer where he wraps an info product (e.g., $0 to $1m secrets) and RB2B together. Either paid upfront to acquire his full CLTV or free/low-cost as a tripwire with recurring revenue from RB2B on the backend. Of course, one of the strategies used in that info product is RB2B. I haven't pulled this out of thin air. Adam recently showed appreciation for Russel (his products use the word "secrets"), he's been validating demand for a course with his audience, and he's currently working on a "new GTM strategy". My thoughts on this: - It can work very well if you're targeting founders in micro-SMB or consumers, I know many people that liquidate CAC via this approach. It's tougher if you're targeting non-founder personas due to risk appetite and eroded trust with what's known as a 'guru' approach. Yet to see this successfully executed outside of these personas. My understanding is that RB2B mostly targets founders, so this could work very well for them. - It has a HIGH probability of backfiring. Even though they absolutely work, many people hate courses because success rates in business are low. Knowledge has to be applied to become an advantage, and most people don't apply it well. This could attract negative word of mouth for Adam and RB2B as brands (most internet marketing personalities eventually disappear due to this backlash). - Due to my first point, I've seen this approach create high-churn customers. Pre-PMF companies aren't ideal customers because software isn't going to fix their problems. Interested to see how this is solved. ...or I could be completely wrong on all of this. Either way, it's cool to see internet marketing tactics successfully used in the B2B SaaS industry. If it works, it works. #b2bmarketing #saas #startup

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Inflated Click Rates in Klaviyo? Us too. To combat this you should set up Dedicated Click Tracking, find the guide for how to do this in the comments... #clicktracking #klaviyoagency #klaviyo

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Lots of companies buying leads are far better off working with agencies They get better results So how do you know the best lead gen agencies to work with? Transparency is the Numero Uno thing But that's quite a broad term that doesn't really help you make a decision This is really what you're looking for: 1. Not hiding sources of data 2. Deep knowledge of your vertical 3. Ensuring they're getting performance results on a regular basis 4. Using tech to verify, qualify, and deliver data 5. Managing feedback loops 6. Adjusting processes, suppliers and volumes based on performance 7. Understanding how the performance of leads impacts the CPA and cost efficiencies 8. Full understanding of how leads are generated and how that feeds into a sales, or marketing function to create a seamless customer journey 9. Caring about your prospects experience as much as you do --- It's easy to make money as a middleman and not do much, but working with an agency should constantly improve performance and make the lead buying process easier The value needs to be demonstrable

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A quick fire couple of big announcements around platforms today...not to be upstaged by TikTok - Google push cookie deprecation in Chrome back beyond 2024...who saw that coming? Of course it doesn't change anything in regards the preparations advertisers and agencies should already be making for cookieless....once we eventually get there. https://lnkd.in/eHpHS4-r #google #cookies #digitalmarketing

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Did you know there’s a new player in the search optimisation game? Enter AEO – Answer Engine Optimisation. While traditional SEO is all about optimising for search engine rankings to bring users to your site, AEO focuses on giving users exactly what they’re looking for right in the search results. It’s the strategy behind those featured snippets and voice search answers that serve up quick, precise responses to specific questions. So why does this matter? Voice search and AI assistants are driving demand for concise answers, and that’s where AEO comes in. By optimising content to directly answer user queries, you’re not just aiming to rank higher; you’re aiming to be the answer. Imagine your brand being the one that Google, Alexa, or Siri turns to for information right there in the search results. That’s the power of AEO. But it’s not an SEO replacement. AEO works best alongside traditional SEO, which still drives traffic to your website for deeper engagement. Together, they help create a holistic search strategy that meets user needs for both quick answers and in depth content. Anyone else exploring AEO? Would be interested to hear how it’s fitting into your SEO strategies. #AEO #seo #ai #topseoireland

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23% of startups fail because they don't have the right team. As someone who's worked closely with founders and leadership teams in scaling eCommerce and marketing agencies, I've seen first-hand the power of having 'the right team'. A team with the... → wrong skills → bad culture fit → low commitment level will stop growth in its tracks, no matter how great the idea. Startups are about speed and agility, but that doesn’t mean rushing through hiring. Investing in a structured, thoughtful recruitment process can be a game-changer for your company. Getting the right team is non-negotiable as: → They drive innovation and keep up with the demands of a fast-paced environment → They bring diverse skill sets that can cover all business needs effectively → They cultivate a resilient culture that can handle inevitable challenges It's not just about hiring more people; it's about hiring the right people who are aligned with your vision and values. Need help building the right team for you? Get in touch!

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Still on the fence about CRO? One of the biggest misconceptions we come across again and again is the belief that CRO is all about conversion rates and A/B testing. But this couldn't be further from the truth. CRO isn't a channel. It doesn't sit there alongside paid media, email or SEO just doing it's own thing. CRO is a layer that sits underneath everything else in your business working to support it optimise it and help it grow. CRO can help you refine your advertising strategy develop new marketing automation sequences reduce the number of returns you receive and slash the amount you pay out in discounts. Of course, CRO will also test your website optimising your conversion rates and average order value but it's so much more than just conversion rate optimisation. and that's why at Customers Who Click we like to think of it as... Customer Revenue Optimisation. Barak's happy, will you be next? #cro #ecommerce #digitalmarketing #marketing #d2c

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Having SO much fun with potential DFY AI prospects atm... here are some I've to in the last week alone: 1. Dentist in the UK with 4 locations. Want to streamline purchasing, re-purchasing, speed to lead & profitability across insta/fb (they have a huge following), SEO, PPC, forms, missed call text backs and database re-activation. 2. Marathon organizer in Malta Deals with sponsors & teams (b2b) and runners (b2c), wants to streamline sales comms & Q&A across both channels to man email, live web widget, social (FB & IG) & outreach for opted in leads from ads. 3. Business loan company in Singapore Gets a good chunk of traffic to website and struggles to keep up with the complexity of the types of loans people are applying for etc - totally overrun - wants AI to plug in, have the knowledge base and speak to prospects in real time about what they need and then book sales calls with the right fit. 4. Big name biz coach in the US Wants to streamline qualified sales call booking right, primarily via web widgets/opt-ins as an initial tester, while also running an IG play based on DM's. My take away is this: There are some REALLY COOL businesses out there and literally everyone I speak to is missing out on tonnes of opportunity because the speed to lead component just isn't there. It's not actually possible for humans to be "everywhere, all the time, all at once" unless you have an insanely bloated sales team (and even then they can't outperform AI anyway). All this to say: Love the people I'm speaking to. Loving the opportunities I see. AI is absolutely, categorically, with no shadow of doubt, coming to revolutionize the game. And if you are not yet implementing this into your business, you absolutely should before you fal behind once everyone else has. Food for thought. V