Marketing strategy 2018 (to double your leads)

with  
Adam Franklin
Digital Marketing Strategy for 2018 
(Double Your Leads….Without Paying a Cent to
Facebook, LinkedIn or Google)
You’re in the right place!

Pre-show testing
 
“Can you see & hear me?”
Please type in the chat YES or NO

“Where are you tuning in from?”
“How long have you known us?
…Now let’s begin!
Pre-show Q&A

with  
Adam Franklin
Digital Marketing Strategy for 2018 
(Double Your Leads….Without Paying a Cent to
Facebook, LinkedIn or Google)

Takes notes
 
(and please turn off phones and Twitter)

Do you have these in ‘the real world’?
• a successful, high-trust relationship-based
business
• subject matter knowledge and recognised
expertise
• a strong personal and professional network
• clients who know, like and trust you
Type YES or NO

How about these?
• authority
• runs on the board
• credibility & reputation
• word of mouth and referrals
….But it’s not reflected online because
of a self-confessed weakness!?
Type YES or NO

And do you also feel…
• Busy (…you’re in demand already)?
• Daunted by digital marketing or tech?
• Dismissive or unconvinced by social
media?
• You’re doing fine, you don’t need it
• A nagging urge to address your
weakness in social media?
Type YES or NO

Great, this training is for you!

In the next 75 minutes you’ll:
1. See that you already have ALL the
‘ingredients’ for a 2018 Marketing Strategy
2. Get the ‘recipe’ for doubling your leads
3. See ‘real life’ case studies of social media
4. Show you my 2018 strategy
5. Have all your questions answered…!
Are you ready…?

My “a-ha” moment
“Only 14% of people trust adverts
vs
90% of people trust
recommendations from a friend”
Source:

Social media is 6X more
trustworthy (than adverts)

I realised Social Media was the key to:
word of mouth & referrals
amplifying trust
staying front of mind
building authority
adding value
growing my network
increasing my leads

Building subject matter expertise & IP
… We can share this content on social media and add value to a wider
audience.
Building a valuable network of contacts.
…We can demonstrate this on LinkedIn and allow people to find and
refer us.
Building trust, authority and reputation
Our digital presence is a reflection of this and it allows us stay front of
mind and be easily found by prospects.
Like you, we’ve spent our careers

1986
Mates since my 6th birthday

1997
Last day of high school in Brisbane

2005
• No social media existed
• Non-techies
• Obsessed with seeing
what worked…!
• The world changed over
the next decade and we
had front row seats.
Started Bluewire Media

For a over a decade
We learned, took action and improve!

2009
Web Strategy Planning Template
1 million downloads

• Methodology & IP
• Quality Assured systems
& processes
• Speaking and consulting
• Great team, quality clients
• Wrote our book
Grew Bluewire to high 6 figure agency
2013

Sharing what we’ve learntShared everything in our bestselling book
2014

2017
10,000s of professionals via speaking

2017
1,000+ students & 30,000+ subscribers

Today
Are you ready to double your leads  
in 2018?
Type YES or NO

Later
If you learn how to double your leads,  
may I show you my new program at the end?
Type YES or NO

What would a strategy to
double your leads be
worth?

31
Share in the chat (or just write it
down privately)
What would a strategy to
double your leads be
worth?

34
Good news…
You’re not too late!

35
Especially…
High-trust relationship-based service
business 
….like mortgage brokers, financial
advisors, consultants, lawyers,
insurance brokers, accountants,
educators, doctors, dentists, real estate
agents, BDMs, trainers and engineers.

36
Misconceptions about
social media…
Waste of time 
No ROI 
My clients aren’t on there
I don’t have time
But please keep an open mind.

37
“Trust is the biggest factor
in choosing an agent”
Source:

Yet we are in low trust professions…

Trust is easily amplified with
social media!
(and we buy from people
we know, like and trust)
Good news…

40
Mindset Myth #1: 
“It won’t work for me"
 
(aka “I don’t have what it takes”)

41
• a successful business
• high-trust relationship-based
• subject matter knowledge
• a network
• clients who know, like and trust y
• authority & runs on the board
• credibility & reputation
• word of mouth & referrals
….But this isn’t reflected online
You have ALL the ingredients…!

THE RECIPE 
 
Online Profile is a digital representation
of you & your business
 
Professional network = LinkedIn connections
Subject matter expertise = Content you’ve
published or lead magnet
Reputation = Social media reviews & testimonials
Authority = Visibility on Google
Word of mouth = People referring you via social
media

45
Mindset Myth #2: 
 
“My clients aren’t on
social media”
 
(…and “I don’t want tyre kicker leads
off the internet!”)

Most in fact are. 
 
And UNDENIABLY
that’s where our
attention is…!

47
Mindset Myth #3:
“I’m allergic to tech”
(aka “I’m a klutz on a computer”)

You can sketch out a
plan on paper
(and implement on
your phone)

49
Mindset Myth #4:
“I don’t have TIME” 
aka “I’m too busy already”

You might have 10 meetings
or 20 calls each day…
(keep doing them!)
But that leaves 100s or 1000s
in your network who don’t
hear from you.

Social media ‘buys’ you time
because you can reach way
more people (and not repeat
yourself as much.)

52
Mindset Myth #5:
“I need to pay for advertising 
because organic reach is
DOWN…”

Everything I show you today
requires ZERO investment in
adverts.
You don’t need to pay a cent to
Facebook, LinkedIn or Google.

DO: 
Create and Connect
DON’T: 
Consume, Compare
or Criticise

Ready to get into what works?
Please type YES or NO

57
#1. What’s working on
LinkedIn

Post an update
• Share an insight 
(offer your giveaway)
• Tag people
Google
#BetterBizSummit
What’s working on LinkedIn

Post an update
• Video performs best
• See who comments
and likes it
Google
#BetterBizSummit

Analytics
• Huge reach (to mostly new people!)
• 8000+ people, 200+ requests
Google
#BetterBizSummit

Message people
• Deliver & say thanks 
• Start a conversation
Google
#BetterBizSummit

Google
#BetterBizSummit
Then get OFF social media
• Email
• Phone calls
• Meetings
• Webinars

63
This technique will
get you LEADS…!

Web Strategy Planning Template (free download)
www.bluewiremedia.com.au/wspt

How to document your own digital marketing strategy

71
#2. My simple repeatable
strategy for 2018 
 
1. Post on social media  
2. Give away value 
3. Connect with people

Adam Franklin
“How valuable has it been so far?” 
1 - 10.
Want me to continue?
Half time.
Please type YES or NO

73
Gets a photo on his iPhone
Posts daily styling pics on
Instagram
Tags clients and prospects in
the posts
 
@clayrondobrisbane
CASE STUDY #1:  
Menswear retailer, Clay Rondo

74
RESULT: 2 sales per
week via social media
…from people who didn’t
set foot in his store!
CASE STUDY #1:  
Menswear retailer, Clay Rondo

Google
#BetterBizSummit
CASE STUDY #2: 
Lou P: Real estate marketer
Did an Instagram post

Google
#BetterBizSummit
CASE STUDY #2: 
Lou P: Real estate marketer
Got a lead the same day!

77
CASE STUDY #3:  
Running coach, Sean Bowes
Valuable giveaway
(aka lead magnet)
…something he
already had on his
computer.

78
60 sec iPhone video for Instagram, Facebook
and LinkedIn
@sean_bowes
CASE STUDY #3:  

79
RESULT:
CASE STUDY #3:  

80
Shares pics to stays front
of mind
Is likeable & human which
amplifies TRUST…!
@nicholasgiven
CASE STUDY #4:  
Real estate agent, Nicholas Given

81
Took this photo on his iPhone
Posted to it Instagram &
Facebook
@nicholasgiven
CASE STUDY #4:  

82
@nicholasgiven
Got a private message  
(…from someone he wouldn’t
usually have seen, spoken to or
met with) 
 
RESULT: Got the listing
Sold for $1.3M, one week later
CASE STUDY #4:  

83
PRO TIP: Free tool Canva
100s of free
image
templates

84
How word of mouth
referrals work these
days

Referrals and Word of Mouth (on steroids!)

Within 1 hour:
5 private FB messages
3 texts
6 replies on my wall
Referrals and Word of Mouth (on steroids!)

Google
#BetterBizSummit
People google stalk you first

Google
#BetterBizSummit
To check you're legit

89
#3. Advanced technique: 
Messenger bots

Google
#BetterBizSummit
Messenger Bots

Google
#BetterBizSummit
Free Bot Tool: Many Chat)

What’s the ROI of social media?

What’s the ROI of a surfboard?

For Toby and me, surfing is recreational. It costs us time
and $ so a negative ROI (but we enjoy it).

If you don’t surf, you might give it away or sell it on
eBay… neutral or slightly positive ROI

But if you’re Kelly Slater, you use the same surfboard
(ie the tool), and make a fortune (Huge ROI)

Same as Social Media
• Most people use it recreationally, and
scroll for fun = Negative ROI) 
• Some people don’t use it at all = Neutral
ROI 
• And a few people like you use it to
publish their expertise, connect with their
network, build their authority and double
their leads = Positive ROI.

98
Optometrist, Dr Soojin Nam
Valuable giveaway
(aka lead magnet)
“I’m trying to launch content for dry eyes
for adult and patching activities for
kids... all with one intent to increase
appointments at our practices.”

99
Soojin could’ve gone it alone but she got feedback
from the community… (12 comments)

100
Soojin could’ve gone it alone… but chose not to.

101
Soojin could’ve gone it alone…
And now Soojin
has the second lead
magnet on social
media.

www.bluewiremedia.com.au/Sept
Peter Barnes
Business Owner - Learn Fast Group
• 20,000 increase in web
traffic per month (from
2.5k to 22.5k)
• 15,000 increase in
email subscribers
• 0-10k podcast
downloads
Peter could’ve gone it alone….

Peter Barnes 
Learn Fast Group
“We did the training and it totally transformed our business. Before
we did the course nothing was working. When we did the course we
discovered the power of creating content that people can consume
from us at no cost.
We started two years ago. Zero blogs, zero podcasts. We went from
zero website visits when we reconstructed our web presence on
advice from you guys … Last month we hit about twenty-two and a
half thousand web visits. That was fantastic.”
Peter could’ve gone it alone….

Dale Hoy
International wealth & retirement manager - Interretire.
“I like the clear, easy to understand videos providing
simple clear explanations of key digital marketing
concepts, supported by E-Books or Study notes.
The founders, Adam and Toby are very approachable
and very helpful in responding to questions in a prompt
manner. 
In many ways they become unofficial business partners
to growing our business.”
Dale could’ve gone it alone….

Tariq Quereshi
Project management consultant
"I have signed up to your web marketing that works
course which is invaluable."
Tariq could’ve gone it alone….

Dale H: International wealth & retirement manager (VIC)
Shane H: Certified Financial Planner (NSW)
Benjamin H: Management consultant & advisor (QLD)
Meet some more students…

Keith P: Marketing strategy consultant (Seattle, WA)
Sonja R: Digital marketing consultant (Columbus, OH)
Ellena W: Property developer and project manager (NSW)

Andrew L: Mortgage & Finance specialist (Brisbane QLD)
Aaron C: Mortgage Solutions Specialist (Bendigo, VIC)
Tony E: Mortgage Choice Finance broker (Sydney, NSW)

Lou P: Real estate copywriter & marketing (Brisbane, QLD)
Brandon C: Fitness studio owner (Gold Coast, QLD)
Dayna H: Finance & investment coach (Brisbane, QLD)

Abigail G: Medical services manager (VIC)
Gemma G: Marketing consultant (Sydney & New York)
Mark H: Management consultant (Brisbane, QLD)

David J: Engineering consultant (Brisbane, QLD)
Jenish P: Podcast marketing consultant (WA)
Joey J: Orthodontic marketing consultant (QLD)

Kim M: Social media consultant (Suffolk, UK)
Janet J: Social media marketing consultant (Minneapolis)
Fabricio A: Consultant (São Paulo, Brazil)

Irwin M: Construction consultant (Escondido, CA)
Augusto M: Luxury real estate (Los Angeles, CA)
James L: Mortgage broker (Myaree, WA)

Mark K: Medical Practice Owner (Brisbane)
Andrea K: Social media consultant (WA)
Ollie B: Marketing consultant (Port Macquarie NSW)

Betsy M: Company president (Ohio, US)
Marc C: Video marketing consultant (Central Coast NSW)
Marcus R: Financial Adviser (Sydney, NSW)

Conference presentations
$5,000+

1-on-1 coaching
$2,000+ 
per month

$1,000+ 
per person
Live workshops

students.bluewiremedia.com.au
This is the system for successful, high-trust,
relationship-based businesses to double their
leads  
 
— without paying a cent to Facebook, LinkedIn,
Instagram or Google — especially if you’re busy,
in-demand and a bit daunted by digital
marketing.

What you’ll create:
• Free giveaway (lead magnet)
• Landing page
• Email marketing funnels
• Pages ranking on Google
• Effective social media strategy
• Authentic videos
• Content to stay top of mind
• System to double your leads - guaranteed!
• Powerful network of peers
122

123
What you get:
• 8 week foundational training course (8 modules)
• Membership area (15+ existing masterclasses, new
one each month)
• Student community (350+ peers)
• Keynote presentations (8 of Adam’s presentations)
• Bonus 1-on-1 with Adam
• Bonus 1-on-1 with Toby
• Graduation badge and certificate
• Ticket to our live event (in Feb 2018)

124
FOUNDATION:  
8 Week Web Marketing Course

125
Module #1: Web Strategy ($197 value)
Lesson 1: Your Web Universe 
Lesson 2: Buyer Personas
Lesson 3: Document your web strategy 
Lesson 4: Content Marketing and the Sales Funnel
Lesson 5: Mapping out your ‘Customer Journey’

126
Module #2: Your Website ($197 value)
Lesson 1: Flagship Content (aka Lead Magnets)
Lesson 2: Landing Pages
Lesson 3: Opt-in boxes 
Lesson 4: Blogging 
Lesson 5: Headline writing
Lesson 6: Content Calendar

127
Module #3: Email Marketing ($197 value)
Lesson 1: Email Marketing
Lesson 2: Email autoresponders  
Lesson 3: Emails that win business 
 
Bonus: ‘Plug & Play’ Email Templates

128
Module #4: SEO ($197 value)
Lesson 1: Search Engine Optimisation 
Lesson 2: Keyword Research 
Lesson 3: Increasing Domain Authority

129
Module #5: Social Media ($197 value)
Lesson 1: Social Media Strategy 
Lesson 2: Social Media Guidelines
Lesson 3: How to Handle Negative Comments

130
Module #6: Social Media 201 ($197 value)
Lesson 1: LinkedIn
Lesson 2: Facebook  
Lesson 3: Twitter
Lesson 4: Instagram  
Lesson 5: Pinterest

131
Module #7: Broadcast Media ($197 value)
Lesson 1: YouTube 
Lesson 2: Podcasts
Lesson 3: Webinars 
Lesson 4: Public speaking and conferences

132
Module #8: Action Plan & Pro Tools ($197 value)
Lesson 1: Getting help 
Lesson 2: ProTools  
Lesson 3: The Action Plan

Membership Area ($2,000 value+)
Monthly Masterclasses, Student Hot Seats, Live Q&As, Expert
lessons and more. 15 lessons and growing.
Membership Area

8 Presentations ($1000+ value)
Professionally recorded
Slides
Cliff Notes PDFs
Keynote Presentations

1. Effective Social Media Marketing in 15 Minutes a Day
2. How to grow an email list using a podcast
3. Killer Digital Strategies
4. Attracting New Business
5. Supercharge your Brand with Social Media
6. Time-Effective Use of Digital Platforms
7. Mining Your Existing Database
8. How to build relationships using a podcast
All professionally recorded and edited (*includes slides
and cliff notes PDFs)
Adam’s Keynote Presentations
8 Presentations ($1000+ value)

Facebook Group 
Invite-only  
Join 350+ business
owners, service
professionals &
marketing consultants
Lots of members have
already connected and
done business together!
Community & Accountability  
is super valuable!

Task Template Playbook
($497 value)
Recipe Cards and Task Briefs

Trello Board Template  
($497 value)

Introduction 1-on-1 Coaching Call  
with Toby Jenkins
 
*to be done in first 2 weeks
$497 value
BONUS

Graduation 1-on-1 Coaching Call
with Adam Franklin 
 
*to be done after 8 weeks
$497 value
BONUS

1 x ticket to a 1 Day DOING Workshop in Australia
2018 in Sydney (13th,14th Feb) & Brisbane (21st, 22nd)
bluewiremedia.com.au/eofy$597 value
LIFETIME ACCESS BONUS  
*LIMITED TO FIRST 20 PEOPLE

Get lead magnet, landing page & email
autoresponder
DONE in the first 4 weeks
GUARANTEE #1
adam@bluewiremedia.com.au

Double Your Leads in 8 weeks
GUARANTEE #2

60 Day “No Questions Asked”
Personal Money Back Promise
GUARANTEE #3

FOUNDATION PROGRAM: 8 week Web Marketing That Works Course —
8 modules, 30+ short video lesson + 9 workbooks ($1,673 value)
MEMBERSHIP AREA: Monthly Masterclasses ($2,000+ value)
COMMUNITY & ACCOUNTABILITY: Facebook group (350+ students)
KEYNOTE PRESENTATIONS: 8 of Adam’s talks ($1000+ value)
GRADUATION: Badge and Certificate  
BONUS: 1-on-1 call with Toby Jenkins ($497 value)
BONUS: 1-on-1 call with Adam Franklin ($497 value)
OPTIONAL UPGRADE: VIP Coaching Accelerator for 8 x 1-on-1
consults.
TICKET TO LIVE EVENT: Lifetime students only: Ticket to workshop in
Australia ($597) *First 20 students only.
_______________
TOTAL VALUE: $7,455+ USD
JOIN NOW

bluewiremedia.com.au/join
Total: $7,455 USD value

UPGRADE to VIP COACHING
ACCELERATOR 
for $1,500 USD
8 weekly 1-on-1 coaching
calls with Adam or Toby
(usually $2,000 USD )

www.bluewiremedia.com.au/Septbluewiremedia.com.au/join

Order

IT’S FOR:
• High-trust relationship-based service businesses
….mortgage brokers, wealth advisors, consultants,
insurance brokers, financial planners, real estate agents,
lawyers, trainers, educators, doctors, engineers.
• Successful business owners
• Digital marketing consultants
 
BUT NOT FOR:
• Full time bloggers or internet marketers
• Startups, aspiring entrepreneurs or struggling businesses

IT’S FOR PEOPLE:
• Ready to take action
• Ready to end their self-confessed weakness in digital
• Who are enthusiastic learners and do-ers
• Who have the ‘ingredients’ but need the recipe
• Who are a bit scared and need a helping hand
 
BUT NOT FOR PEOPLE:
• Having a last ditch attempt to ‘save’ their business
• Who don’t have the ‘ingredients’ to work with

Dave Eddy
Agency Owner - Vicinity
Marketing
“Adam explains things in a
clear, easy to understand
way”

Lou Piasecki
Copypaste - Real estate copywriter & marketing professional
“I thought the process would take time. Thankfully the
program made me realise I was already sitting on
perfectly good content that could serve as my ‘give
aways’.
I already had two documents that I could send to my
prospects to make their life easier and in turn keep my
business front of mind.”

Darren Pearce
Marketing consultant - Marketing ER
“The community is very
supportive and I’ve already
won business from within the
group”

“The key sticking point for me was the question
of ROI…
I was both excited and surprised to learn that the
guys are happy for you to take the course
workbooks and use them with clients.
 
As a marketing consultant I can generate
revenue from Day One.”
Darren Pearce
Marketing consultant - Marketing ER

“I love how you give only content
that is needed to implement.”
Mark Korduba
Medical Practice Owner

Jane Hillsdon
Agency Owner - Dragonfly Marketing
“Workbooks,
templates &
framework are all very
useful.”

“Adam & Toby are the real deal”
— Valerie Khoo, author Power Stories
“Adam & Toby help you become the success story that
others want to copy”
— Brian Solis, author Whats the Future of Business

“The content this guy’s produced is outstanding”
— Tom Panos, Australia’s #1 real estate coach
“Adam & Toby get it”
— Jeff Bullas, author Blogging the Smart Way, #11
Forbes Social Media Power Influencer

JOIN NOW
Total of: $7,455 USD value

Web Marketing That Works
60 MINUTE
FAST ACTION TAKER BONUS

FOUNDATION PROGRAM: 8 week Web Marketing That Works Online Course — 8
modules, 30+ short video lesson + 9 workbooks ($1,673 value)
MEMBERSHIP AREA: Monthly Masterclasses ($2,000+ value)
COMMUNITY & ACCOUNTABILITY: Facebook group (350+ students)
KEYNOTE PRESENTATIONS: 8 of Adam’s talks ($1000+ value)
GRADUATION: Badge and Certificate  
BONUS: 1-on-1 call with Toby Jenkins ($497 value)
BONUS: 1-on-1 call with Adam Franklin ($497 value)
OPTIONAL UPGRADE: VIP Coaching Accelerator for 8 x 1-on-1 consults.
TICKET TO LIVE EVENT: Lifetime students only: Ticket to workshop in Australia
($597) *First 20 students only.
________________________
TOTAL VALUE: $7,455+ USD
JOIN NOW

bluewiremedia.com.au/8steps
Thank you
bluewiremedia.com.au/chapter

Marketing strategy 2018 (to double your leads)

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