A growth machine is a set of digital platforms that are linked together to provide a steady stream of new clients or leads proportional to the amount of money spent on the growth machine’s source of traffic, usually paid ads.

Most growth machines are made up of paid traffic platform such as Facebook or Google ads, a CRM, an email automation platform, a website, and an analytics platform such as Google analytics.  More complicated growth machines may require a platform like zapier to help integrate the different platforms together.

In sales they say it takes 7 touches on average before a new prospect will commit to a purchase.  It is important not to hard sell a prospect by asking for their commitment as a first touch. Hard selling on the first touch decreases the overall conversion rate of a pool of prospects. Instead of asking for a sale on the first touch, you should use the “Why, How, What” approach originally perfected by Apple.

This approach starts out with “Why” the prospect would want to buy your product.  

This first “Why” stage is called the Awareness Stage. New prospects will be presented with ads, emails, or other content that help create awareness of your brand and message.  The purpose of content in the Awareness Stage is to agitate a pain point, present a dream future state, or both.

Once a prospect engages with Awareness content (watches a video, clicks a link, visits a landing page, responds to an email, etc.) the prospect will then be moved into the Engagement stage and will only be presented with Engagement content.

The Engagement stage explains “How” your offer can solve the problems or create the dream states identified in the Awareness Stage. During the Engagement Stage the purpose of content is to educate and increase engagement, (like or comment on a post or page, follow on social media, fill out a survey or quiz, open an email, click a link in an email, reply to an email, join a facebook group, etc.)

Only after a prospect has had multiple touches in the Awareness and Engagement stages should they move on to the Conversion Stage.  

The Conversion Stage is the stage at which we ask the prospect for a commitment or sale. In the Conversion Stage, the purpose of the content is to get prospects to convert (signup with email, sign up and attend a webinar, join a facebook group, schedule a consultation, make an initial purchase, etc.)

To setup the 3 stage approach, retargeting campaigns are created across all of the platforms to retarget the engagement from the previous stage. These retargeting campaigns create higher qualified prospects at each stage and a proven decrease in cost per lead and cost per new client.

SEO stands for Search Engine Optimization.  It is a method of making sure your website is visible on the web.  This helps drive traffic to your site organically when people search for specific keywords found on your site. There are eight main things to consider for any SEO campaign.  

they are as follows:

1. Crawling indexing and website structure,  

2. Keyword research and targeting

3. Accessible content 

4. Keyword use + on page optimization

5. Snippet, markup, and schema

6. Alternate formats and engines

7. Links and amplifications

8. Conversion and funnel optimization

To successfully rank on Google, and the other major search engines, you must create new quality content on a regular basis and monitor the average rankings of each set of targeted keywords. To maintain rankings, content may need additions or adjustments. Adding to content could include updating the content itself with new content additions, getting others to share the content on social networks, or getting other influencers to link to the content from their websites.  All of this requires regular monitoring and outreach.

You can subscribe to one of the SEO packages on a per campaign basis. Schedule a consultation for more details.

KPI stands for “Key Performance Indicators”. KPI tracking involves Identifying each step of a marketing funnel and the corresponding maximum cost you can afford to spend on those steps in the funnel.

For example a normal marketing funnel might look something like this:

Paid ad > Clicks > Email Signups > Phone Consultation > Final Sale.  We would determine first the maximum cost per sale based upon the target ROI.  If we had a $3000 product with a profit of $2500 and a target ROI of 100%, then we could spend a maximum of $1250 on paid ads to acquire the new client.

We want to be able to determine if an ad will be profitable though before we spend $1250 on the ad.  In order to do this we have to estimate conversion rates at each step of the funnel.

For example if the conversion rate of phone consultations to final sales is 20%, then we need at least 5 phone consultations before we get a new sale, and we can afford to spend a maximum of $250 (1250/5), per phone consultation.  We continue this calculation backwards, reverse engineering our KPI’s until we have maximum cost for each KPI in the funnel.

When we run an ad, and the maximum cost per click is $2 but we have already spent $4 on the ad and have not received a single click, we know the ad needs to be updated or killed.  This is true for each KPI.

In another example though a different ad’s cost per click could be $1, but the cost per lead exceeds its maximum allowance.  In that case, the ad can continue running without change, but the method to collect leads would need to be improved on. We may try to create a better lead magnet or a more compelling reason for the prospect to sign up in order to keep the cost per lead “within KPI”.

Schedule a consultation for a more in depth explanation

In general, Google keyword ads target specific keyword searches based upon the volume of those searches and the relevancy of those searches to your product or service.  Google competitor ads are keyword ads that target the keywords associated with your direct and indirect competitors.

Keyword research and management of Google keyword ads is much more involved than the research and management of Google competitor ads assuming you already have an existing list of competitors.

Float will be your first point of contact should something go wrong with the growth machine. Float will be managing the machine on a daily basis and will be able to address any urgent issue with a 24 hour turnaround time. Float will also provide training and video tutorials to assist you in using your growth machine once it is launched. For normal issues please submit a support ticket and use the contact page contact form with the subject "Urgent" for urgent issues.

As long as the monthly retainer has been paid on time, Float will continue making adjustments to, and managing the growth machine.  

It is impossible to guarantee results but if your product or service is sold somewhere else online at a profit then it is safe to assume that we should be able to do the same for you as well.  Your monthly budget can also affect our confidence in being able to produce the results you are looking for. We also sometimes offer performance based compensation plans for products or services we are confident we can market for 200% ROI or greater. For more information feel free to schedule a free consultation to discuss in more detail.

Results vary widely based upon the target audience, customer life cycle, and ad budget, but it is safe to assume that most clients will begin to see sales by the end of the second month.  Some business will have immediate results but scalable and consistent results usually occur sometime in the second to third month.

Float will provide a weekly update on KPI performance and forecasts, and if the growth is performing within KPI, it is safe to assume it is working.

Yes! We offer weekly reporting on KPI’s and new split tests for all ad campaigns and growth machines.  If you are looking for reports on other results those reports may vary and will be laid out in the final proposal.

Yes!  We do offer a wide variety of tracking based upon client needs.  All growth machines include tracking, setup and integration, but for ad campaign management, some setup and integration may come at an additional charge. 

Ad spend is highly dependent on the your budget and what the market can profitably handle.  If your budget is less than $500 then you may want to wait until you can afford to spend $500 or more on ads before requesting a proposal.  There are many companies who spend $50,000 or more a month on ads profitably but that may or may not be possible for your business. For more details you can sign up for a free consultation here.

If we are running Google Ads for your company then you must have a google ads account.  We will not run ads from our Google Ad account for your company. We can assist you in setting up your Google Ads account at an additional charge, and we can also help you find resources online that explain how to set it up yourself.

If we are running Facebook Ads for your account you must have Facebook Business Manager.  We will not run ads from our Facebook business ad account for your business. We also require that you add our agency as a partner to your ad account and this can only be done from business manager.  We can assist you in setting up your Facebook Business Manager at an additional charge, and we can also help you find resources online that explain how to set it up yourself.

All ads, copy, audiences, leads, websites, etc. are owned by the company who paid us to set them up.  We reserve the right to keep an original copy to be used in accordance with all privacy and copyright laws.  We reserve the right to reproduce those original copies for the purpose of marketing and sales customer case studies.

We work with all niches, but to date we have worked with companies in finance, fashion, marketing, online apps, blockchain, construction, landscaping, health & beauty, fitness and law.

Yes we offer services to help our clients set up their sales systems and we also offer salespeople to sell select products or services based upon demand and profit margin. Contact us for more details.

Cold Calling 2.0 is a outbound sales method developed for Salesforce to replace prospecting phone calls with prospecting emails. This method improves upon the response rate of phone calls and voicemails, and it also improves upon normal outbound email prospecting techniques. Cold Calling 2.0 is highly scalable, but is dependent upon a large source of quality prospects.  For best results a paid source of prospects is required.

Timeframes vary widely because it depends on the needs of each individual project.  At a minimum, about 2 weeks, but larger projects could take as long as 12 weeks. I suggest scheduling a free consultation so I can provide a more accurate timeline.

Yes, I can design, develop, host, and manage your website.

Yes, i can design your logo or adjust images at an extra charge. Either myself or one of my collaborators can help you with your graphic design needs.  Contact us for more information.

Yes! I can host your site for you at an additional charge.  If you would like to sign up for a maintenance package hosting is included in the monthly maintenance charge.

My preferred domain registrar is Name.com because of their user interface, competitive pricing and amazing customer support.

We work with all niches, but to date we have worked with companies in finance, fashion, marketing, online apps, blockchain, construction, landscaping, health & beauty, fitness and law.

As part of a web development project, yes, either myself or a copywriting pro I trust will assist you. Contact me for more information.

CMS stands for Content Management System.  Over 90% of site on the web use some type of CMS to manage their content.  A CMS allows you to add and update content through a backend dashboard without having to know how to code.  This site is built with WordPress (one of the most popular content management systems) and it is what I use to build all websites for my clients.

For an additional charge, we can integrate your website into a growth machine that will consistently bring new clients or leads to your website at a rate relative to the amount of money you spend on ads for traffic.  We can also help you with SEO for an additional charge as well.

SEO stands for Search Engine Optimization.  It is a method of making sure your website is visible on the web.  This helps drive traffic to your site organically when people search for specific keywords found on your site. There are eight main things to consider for any SEO campaign.  

they are as follows:

1. Crawling indexing and website structure,  

2. Keyword research and targeting

3. Accessible content 

4. Keyword use + on page optimization

5. Snippet, markup, and schema

6. Alternate formats and engines

7. Links and amplifications

8. Conversion and funnel optimization

To successfully rank on Google, and the other major search engines, you must create new quality content on a regular basis and monitor the average rankings of each set of targeted keywords. To maintain rankings, content may need additions or adjustments. Adding to content could include updating the content itself with new content additions, getting others to share the content on social networks, or getting other influencers to link to the content from their websites.  All of this requires regular monitoring and outreach.

You can subscribe to one of the SEO packages on a per campaign basis. Schedule a consultation for more details.

Yes! All of my clients receive one full hour of one-on-one training for their new site.  You will also have access to my free WordPress video training library when it becomes available.

It depends on the details of the project. For example, whether or not we are designing a site from scratch, how many pages, features, etc.

Minimum to start for a website is about $1000, and for a marketing growth machine $1500 per month.  Most website projects average about $1500-$4000. Larger projects could be as much as $10,000. I encourage my clients to schedule a free consultation so I can learn more about your project and provide an accurate estimate. 

Some services require a large amount of work just to get started, so we charge one time setup fees for those services to make sure we get paid for the time the setup requires.

Refunds are only issued for services not rendered. For marketing and growth machine plans, you will be billed for at least 30 days.  If you are unsatisfied with the service, I would prefer to discuss how I can improve your experience before you make the final decision to cancel.

If you decide to cancel your marketing or maintenance services with Float, or your payment is not on time, then float will turn off the growth machine on the last day of the monthly billing cycle from the last payment. This is to ensure that money is not wasted on campaigns that are not being regularly monitored.  The growth machine will remain intact and accessible, and the client is then responsible for the growth machine’s operation and maintenance.

For web design projects, development is paid in milestones, and all work and deliverables will be delivered based upon their corresponding milestone.  If a milestone is not funded on time with respect to the development timeline, development will stop when all deliverables for the previous milestone have been delivered, and will begin again when the new milestone has been funded.