S1 2 Egan Speaker What It Means To Be An ITAD Marketing Master 2

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Chicago · Los Angeles

www.TheMarketingMasters.com · 888-788-6880
© 2021 The Marketing Masters 1
ITAD SUMMIT 2021
Session Overview
• Introductions (2 min)
• Creating A Marketable Brand (5-7 min)
• Our Top 3 Digital Marketing Tactics

for 2021 & Secret Sauce B2B Strategy (20 min)
• Open Q&A Session (10 min)

ITAD SUMMIT 2021
Introduction
• About Brendan
• Serial entrepreneur and startup investor involved in over a dozen
startups
• Frequently speaks on a variety of marketing topics including areas of
digital marketing including SEO, PPC, e-mail marketing, and beyond.
• In 2020, published his first book which was recently named an Amazon
Best Seller, 101 Tips From The Marketing Masters
• Serves on the Board of Directors of ERI (an ITAD company) and has
worked with multiple ITAD marketing clients since 2013
• Isn’t one of those marketers who wears funny glasses and a bow tie and
tells good stories. I’m more about rolling up our sleeves and getting
results.
• About The Marketing Masters

• Founded in 2008 in Chicago as a SEO company
• Now services over 300 clients & offers over a dozen marketing services
• Quality > Quantity philosophy

ITAD SUMMIT 2021
It All Starts With Building A Brand

ITAD SUMMIT 2021
Your Brand == Your Perception
• Your BRAND is what is going to

make your company valuable
both from a sales/revenue
perspective as well as equity
perspective

ITAD SUMMIT 2021
What’s Your Brand’s Story?
Weak Brand Story:

We are an ITAD company with 2 lage locations that
focuses on customer service, offering strong pricing,
and having the best employees.
• Businesses fail when their story fails. Strong Brand Story:

We are a full-service ITAD company with nationwide
coverage. Our triple certifications ensure your data
• Businesses thrive when their story thrives. remains safe and devices are always handled in an
environmentally responsible way. With four
integrated downstream partners, we are able to offer
the best pricing in the industry as we get direct
pricing on all our commodities and electronic devices.
On top of this, we are the only ITAD company we
know of to offer a 110% price match guarantee when
we buy your old electronic assets.

ITAD SUMMIT 2021
Digital Marketing | Why Does It Matter?
• Our Approach To Digital Marketing
• Start with your goals and expectations, not with

the marketing tactics
• Digital is the past, present, and future of

marketing
• COVID has permanently created changes in the

marketing landscape
• Digital marketing is a level playing field for brands

large and small

ITAD SUMMIT 2021
Tactic 1 | SEO
• In the time it takes you to read this sentence,

250,000 searches were performed on Google.

ITAD SUMMIT 2021
Tactic 1 | SEO
• Search engine optimization (SEO) is the process of

improving your website to rank higher in search
results, primarily on Google
• There are over 3 Billion searches per day on

Google alone, and over 93% of online experiences
begin with a search.
• Search is the #1 driver of traffic to a website and

has the best ROI and biggest impact on lead
generation and conversions.

ITAD SUMMIT 2021
Tactic 1 | SEO | Types of Keywords
• Highly Competitive Terms: IT Asset Disposition
• Competitive Terms: ITAD Services
• Moderate Competitive Terms: ITAD Service

Providers
• Long Tail Terms: ITAD Services for Healthcare

Companies

ITAD SUMMIT 2021
Tactic 1 | SEO | The Elements
• 200+ factors that determine your

Google ranking
• Top 5 ranking factors:

• Links
• On-Site
• Content creation
• Mobile
• Speed

ITAD SUMMIT 2021
Tactic 1 | SEO | The Difference Makers
• SEO is more of an art than a science
• We’ve gone over a variety of “science” aspects of SEO, and

a few “art” ones, but what truly sets a good SEO campaign
apart is the artistic execution of the campaign
• Have compelling content that is long form and

authoritative
• Create quality links and relationships online that will lead

to higher rankings and referral traffic
• You need someone overseeing this on a nearly full-time

basis if you want your campaign to truly deliver the results
it is capable of delivering.

ITAD SUMMIT 2021
Tactic 2 | PPC | The Basics
• Pay per click (PPC) is any sort of advertising done

online on a pay per click basis:
• Facebook, Google, LinkedIn, Native, & more
• Google Ads & Facebook Ads are the two largest

advertising platforms
• Google 37.2% market share
• Facebook 19.6% market share
• For the purpose of this presentation, we’re going

to focus in on Google Ads PPC

ITAD SUMMIT 2021
Tactic 2 | PPC | The Basics
• Why Google Ads?

• Best ROI
• Inbound
• Higher quality
• Variety of targeting options
• Do Facebook, Instagram, and other social ads

work?

ITAD SUMMIT 2021
Tactic 2 | PPC | Why Use PPC?
• Why use PPC vs. SEO?

• Increasing pressure from Google is forcing more
clicks to paid results
• Most commonly done in tandem
• PPC = Short term or for unrealistic organic
terms
• SEO = Long term
• Testing tool to analyze keywords for SEO (Is SEO or
PPC going to be profitable / realistic?)
• Companies that mandate immediate results in spite
of potential ROI

ITAD SUMMIT 2021
Tactic 2 | PPC | Types of Ads - Google
• Variety of ad types available:

• Google Text Ads
• Remarketing Ads
• Video Ads
• Display Banner Ads
• Shopping Ads
• Within these types, there are a variety of targeting

options:
• Audience
• Demographic
• Lists
• & More

ITAD SUMMIT 2021
Tactic 2 | PPC | Self-Managed PPC Campaigns
• Google’s #1 Goal: Make More Money
• Can PPC be self managed? Per Google, yes. Per

most experts, no
• What does wasteful spending / improper setup

do? Lowers ROI
• Higher CPC
• Lower Quality Score
• Impression Loss
• Overall lower performance
• We consistently see a 50%+ improvement in ROI

metrics in professionally managed ad campaigns

ITAD SUMMIT 2021
Tactic 2 | PPC | How Does PPC Bidding Work?
• Quality > Bid
• Google looks to quality metrics +

your max bid price to determine
when/how your ad shows
• This is a cornerstone on the

importance of properly managing a
PPC campaign

ITAD SUMMIT 2021
Tactic 2 | PPC | Trends In PPC
• Your online competitors are not the same as your real world ones
• Affiliates
• News Sites/Information Sites
• Aggregator Sites (Yelp, Yellow Pages, etc.)
• CPC over time continues to increase due to more and more companies
using Google Ads
• Cost per click is important because it determines what traffic is

probably the “best”
• Demographics
• Time of Day
• Device Type
• Etc.
• Because of this, bidding on the “bottom end” of the CPC spectrum

often will deliver subpar results.

ITAD SUMMIT 2021
Tactic 2 | PPC | ROI Averages / How It Helps
• The average ROI on PPC campaigns we manage

is 3-4X ROAS across all industries
• We have many campaigns running at 5-7x
• PPC will help depending on your goals.

Depending on how your PPC campaign is
setup/managed, you can drive highly targeted
traffic at various stages of your sales funnel.

ITAD SUMMIT 2021
Tactic 2 | PPC | 5 Key Takeaways
1. Make sure someone qualified is managing your

PPC campaigns
2. Focus on your bid amounts but also on quality
score
3. Use a variety of campaign types (Search, display,
shopping, video) based on your goals
4. Track your ROI! ROI will help your ads run far
more efficiently using automation
5. Develop a unique strategy to target your
audience

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021
• Running a straight digital marketing campaign with

proper execution in 2021 will produce good results.
• Unique marketing strategies almost always win
• We have a favorite strategy in 2021 for our B2B clients

that is producing phenomenal results
• There are a variety of other strategies that are also

working extremely well in 2021 depending on the
client’s goals and objectives

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021
• LinkedIn Sales
DATA • Combined
LEADS • Sales
Navigator + • E-mail scraping LinkedIn + FB + • Landing Process/Drip
Demographic software Google Ads Page/Funnel Campaign
Targeting Campaign
LIST TRAFFIC SELL

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The List

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The Data

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The Traffic

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The Landing Page

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The Leads

ITAD SUMMIT 2021
Tactic 3 | Secret Sauce For 2021 | The Results
Running A “Standard” PPC Campaign Using Our B2B “Secret Sauce” Campaign
27 days 29 days
102,927 impressions 46,784 impressions
1.2% click through rate 3.8% click through rate
1,235 clicks 1,778 clicks
48 conversions 196 conversions
Average CPC $2.39 Average CPC $2.24
Total campaign cost $2,951.65 Total campaign cost $3,982.72
Average CPA $61.49 Average CPA $20.32
5 deals closed averaging $750 per 17 deals closed averaging $1,475 per
Profit of $3,750 Profit of $21,092
ROAS 1.27x ROAS 5.30x

ITAD SUMMIT 2021
Open Q/A & Closing
• Open QA / Closing
• If anyone would like a copy of our book drop off your

business card and we’ll get one sent over to you!
Additional Resources Available On Our Website | TheMarketingMasters.com
See how we helped this business see a See how web design impacts your See how we helped a large financial
2,000% increase in organic traffic and an bounce rate (number of people who company redesign their website & drive
over 700% increase in inbound leads. come to your site and immediately leave) over $5.9M in added revenue.
and why this matters to your bottom
line! CASE STUDY
CASE STUDY WHITEPAPER

S1 2 Egan Speaker What It Means To Be An ITAD Marketing Master 2

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Chicago · Los Angeles

• Creating A Marketable Brand (5-7 min)

• Our Top 3 Digital Marketing Tactics

• Open Q&A Session (10 min)

© 2021 The Marketing Masters 2

• About The Marketing Masters

© 2021 The Marketing Masters 3

© 2021 The Marketing Masters 4

• Your BRAND is what is going to

© 2021 The Marketing Masters 5

Weak Brand Story:

• Businesses fail when their story fails. Strong Brand Story:

© 2021 The Marketing Masters 6

• Our Approach To Digital Marketing

• Start with your goals and expectations, not with

• Digital is the past, present, and future of

• COVID has permanently created changes in the

• Digital marketing is a level playing field for brands

© 2021 The Marketing Masters 7

• In the time it takes you to read this sentence,

© 2021 The Marketing Masters 8

• Search engine optimization (SEO) is the process of

• There are over 3 Billion searches per day on

• Search is the #1 driver of traffic to a website and

© 2021 The Marketing Masters 9

• Highly Competitive Terms: IT Asset Disposition

• Competitive Terms: ITAD Services

• Moderate Competitive Terms: ITAD Service

• Long Tail Terms: ITAD Services for Healthcare

© 2021 The Marketing Masters 10

• 200+ factors that determine your

• Top 5 ranking factors:

© 2021 The Marketing Masters 11

• SEO is more of an art than a science

• We’ve gone over a variety of “science” aspects of SEO, and

• Have compelling content that is long form and

• Create quality links and relationships online that will lead

• You need someone overseeing this on a nearly full-time

© 2021 The Marketing Masters 12

• Pay per click (PPC) is any sort of advertising done

• Google Ads & Facebook Ads are the two largest

• For the purpose of this presentation, we’re going

© 2021 The Marketing Masters 13

• Why Google Ads?

• Do Facebook, Instagram, and other social ads

© 2021 The Marketing Masters 14

• Why use PPC vs. SEO?

© 2021 The Marketing Masters 15

• Variety of ad types available:

• Within these types, there are a variety of targeting

© 2021 The Marketing Masters 16

• Google’s #1 Goal: Make More Money

• Can PPC be self managed? Per Google, yes. Per

• What does wasteful spending / improper setup

• We consistently see a 50%+ improvement in ROI

© 2021 The Marketing Masters 17

• Quality > Bid

• Google looks to quality metrics +

• This is a cornerstone on the

© 2021 The Marketing Masters 18

• Cost per click is important because it determines what traffic is