This summary of the video was created by an AI. It might contain some inaccuracies.
00:00:00 – 00:23:22
The video, featuring John and Marty Gold of Growth MKG at Affiliate Summit East in Times Square, delves into lead generation within various industries, including health insurance and employee retention tax credits. Marty shares his journey from a startup employee to founding his own marketing company, overcoming initial challenges in website building and SEO. The discussion transitions to the benefits of moving from a retainer model to a per-lead payment system, highlighting increased profitability and significant business growth due to high-value insurance leads.
Key themes include the effectiveness of different marketing models, such as fixed payments versus pay-per-lead, and the importance of adapting strategies based on lead quality and platform algorithms. The volatility of Facebook ad costs and geographic factors in lead generation are also explored, stressing the need for constant monitoring and strategic adjustments.
Compliance and regulatory concerns are addressed, especially regarding health insurance marketing, pointing to the importance of legal protection and the growing role of AI tools like ChatGPT in generating diverse ad copies. The discussion also covers the complexities of paper call marketing, including the need for reliable infrastructure.
Strategies for generating ACA leads and calls are detailed, emphasizing capturing essential information and the advantages of exclusive leads. The pros and cons of working with brokers versus direct buyers are discussed, along with advice for newcomers on scaling in the industry through mentorship, proper advertising, and capital investment.
The video concludes with an introduction to "The Tattoo Marketer" brand, underscoring the significance of industry networking and maintaining integrity, along with encouragement to engage with their content.
00:00:00
In this part of the video, John introduces his longtime friend Marty Gold, co-founder of Growth MKG, at Affiliate Summit East in Times Square. Marty explains that his company focuses on lead generation for various industries, including employee retention tax credits and health insurance. John credits Marty for inspiring him to get into lead generation. Marty shares his journey from working at a small startup to starting his own marketing company, initially struggling to understand lead generation before gaining expertise through persistent effort and learning. He also mentions early challenges such as building websites and doing SEO without understanding the industry fully.
00:03:00
In this part of the video, the speaker describes their transition from working on a retainer model generating leads for a client to adopting a per-lead payment model. Initially charging a small retainer, they quickly realized the potential of high-value insurance leads, leading to significant financial gains for their client. Recognizing the disparity in earnings, the speaker shifted to a per-lead model, which proved highly profitable, increasing net profits rapidly. The quality of the leads was highly praised, resulting in exponential growth and demand, eventually attracting a large health insurance company. This engagement significantly boosted their business presence and revenue. The speaker further discusses their previous job overseeing a marketing department for a small business data company, where they successfully reduced costs and improved conversions through email marketing and webinars.
00:06:00
In this part of the video, the speaker discusses the differences between fixed monthly payment and pay-per-lead models in marketing. They highlight that transitioning from a fixed retainer model to pay-per-lead can significantly increase income for marketers. The benefits for business owners include acquiring leads at minimal costs. The speaker notes that in a pay-per-lead model, performance directly affects income, meaning consistent lead generation is key.
The conversation also explores the dynamics of lead quality over time, pointing out that the perception of lead quality can fluctuate due to various factors, such as call center efficiency and external conditions affecting communication systems. Additionally, the speaker shares insights on managing expectations and experiences when noticing significant drops in lead costs, often attributing such anomalies to algorithmic behaviors from platforms like Facebook or Google. They emphasize the importance of understanding these fluctuations through experience and adaptability in marketing strategies.
00:09:00
In this part of the video, the speakers discuss the volatility of Facebook traffic costs and methods to manage them effectively. They mention monitoring daily, weekly, and monthly expenses to identify significant changes. The conversation highlights the importance of understanding geographic factors in lead quality, suggesting that areas with unusually high lead generation might indicate issues. The speakers also talk about strategies to exclude problematic regions from ad delivery.
The discussion shifts to the effectiveness of Facebook lead forms versus landing pages. They note that Facebook lead forms can be 30-40% cheaper depending on the vertical and can still generate good quality leads. Adding more questions and avoiding auto-populate features can improve lead quality by increasing user intent. They also discuss the impact of using the word “free” in lead generation, which can boost lead volume but might harm lead quality for expensive products. Overall, both Facebook lead forms and landing pages are viable, but their effectiveness depends on the specific context and execution.
00:12:00
In this part of the video, the discussion focuses on the lead generation (lead gen) and paper call industries, emphasizing the growing importance of compliance due to regulatory changes. There is a reference to a bill that may complicate marketing strategies, highlighting the need for legal protection to avoid liability, especially when dealing with health insurance ads. Despite these challenges, the industry remains robust with thousands of new businesses starting each month, maintaining a steady demand for leads.
The segment also touches on the advantages of leveraging AI, like using ChatGPT to generate diverse ad copies quickly, which can enhance lead quality over time. Moreover, paper call’s dynamics are examined, noting its complexity and the varying success rates among practitioners. Unlike leads, paper call deals are high-intent but require more precise handling and reliable infrastructure to prevent issues from arising, such as missed calls due to technical outages.
00:15:00
In this part of the video, the speaker discusses strategies for generating ACA (Affordable Care Act) calls and leads. They outline a method requiring 20,000 lead forms to achieve 5,000 calls per day, using these forms to cover ad costs and make profits. The speaker emphasizes the value of capturing essential information through basic lead forms (phone number, name, email) and implementing a strong call to action. They explain the profitability of selling leads, preferably exclusive ones at a higher value, and share insights on lead and call cost ratios. Additionally, they touch upon the use of both prepaid and net sevens payment models, highlighting their experiences and preferences in dealing with brokers and networks.
00:18:00
In this part of the video, the focus is on discussing the benefits and challenges of working with brokers versus working directly with buyers, particularly in the context of lead generation. The speaker highlights that while brokers can provide a network and volume, working directly with buyers can eliminate extra costs. Advice for newcomers and those looking to scale in the industry includes learning from peers, finding a mentor, properly running ads, staying humble, and effectively allocating capital to scale operations. The conversation also touches on the importance of not being afraid to invest money to make money. Additionally, there’s a brief mention of a humorous personal anecdote about getting a first tattoo.
00:21:00
In this part of the video, the speaker emphasizes the importance of tattoos within the marketing and affiliate industry, introducing a new brand called “The Tattoo Marketer” that will feature interviews with tattooed marketers across the country. They stress the importance of attending industry events, highlighting the potential to develop significant business opportunities and relationships. The advice includes building a strong network, maintaining integrity, and helping fellow marketers. The segment concludes with encouragement to like and follow their content.