Performance Benchmarks for Digital Marketing

We have a chronic problem with using stock art. Not only is stock art not authentic, but most of the time, it’s not relevant. It’s just wasting space on the page. We’re trying to eliminate stock art from all our materials by mentioning why not to use it in specific threads and teaching it in our training.

But somehow, it keeps coming back. And I’m puzzled about how to stop it. If we can fix this stock art issue and get a basic understanding of what I’ve mentioned about TikTok performance benchmarks, then we’ll be in great shape here.

For example, notice how my explanation from a few days ago (below) is based on the funnel metrics.

performance benchmarks

Funnel Metrics

The eBook “Standards of Excellence is about performance benchmarks for digital marketing campaigns.

The current set of standards covers the basic objectives, arranged in a funnel diagram so that our users can clearly see which metric sits at what stage in the funnel.

But instead of organizing these benchmarks into the funnel shape, we are putting in random stock art of stick figures in groups… because it’s easier to mindlessly paste in stock art instead of actually understanding our material.

TikTok has only some of these objectives, and the medium is a short-form video. We haven’t added short-form video benchmarks to the SOE documents, though we mentioned them in our TikTok and 15-second story training.

Primary Metrics

In short, the primary metrics that we are looking at

  1. CPM (cost per million impressions),
  2. View-through rate,
  3. Engagement rate,
  4. Cost per like,
  5. Cost per follower,
  6. Cost per lead, and
  7. Cost per acquisition.

TCPL is for lead gen, and CPA is for e-commerce, so use the benchmark you’re already using.

Secondary Metrics

All other metrics below are diagnostic (secondary).

a. CPM (Cost-Per-Impressions)

We know that CPMs vary from $2 to $10, depending on engagement rate and targeting, much like Facebook.

b. View Through Rate

View-through rates (impression to view) is higher on TikTok since they count a view at 2 second (or less) instead of a standard 3-second view). So getting over 50% here is good.

c. Engagement Rate

10% engagement rate (likes/impressions) is a good organic or paid benchmark not just on TikTok but on all platforms. A “killer” TikTok can get 35% engagement, which drives the effective cost per like down to 3 cents.

d. Cost-Per-Follower

The cost per follower on TikTok is much like the cost per fan on Facebook– expect 10 cents for viral categories (entertainment, fashion, sports) and north of $5 for unsexy (B2B, SaaS, enterprise/industrial).


This is a snippet from our project management system as we’re tuning up our TikTok ads course. We practice #LDT (learn, do, teach), which means we teach from an example. Thus, people who work on our training are not just mindlessly decorating our materials with stock art or robotically pasting modules into our Academy but are active practitioners who understand the material they’re working on.

Want to learn more about how we are creating amazing content, take a look at my “Content Marketing Course”

3 Mistakes: Every job applicant must avoid

3 Mistakes: Every job applicant must avoid
Dennis Yu Training to help you earn $500

I, Dennis Yu the CEO of am offering job opportunities for many countries who want to work remotely. I want to tell you about some mistakes people make when they apply for jobs.  We are hiring like crazy because we are so fortunate to have so many clients and partners.

Mistake # 1 Reaching out to CEO

The first mistake is that applicants straightly reach out to me and another team member with zero preparation. If you send a message and Say, dear sir, “please hire me” it just has stuff that shows you did not research what our company does. 

It shows you are not following us on social media, this is the reason why you are doing the same as the thousands of other people who are just blasting their resumes out. We have proper system through which we are hiring, so follow the instructions.

Mistake # 2 Not Sending a Personalize message

Make sure you personalize your message and say something specific about what you have learned, which stands out and makes you ahead of 95% of the other candidates. You’ve got to learn to follow directions and know who to contact other team members. It could be someone who’s in a particular group.

There are always some instructions. And you want to demonstrate that you can figure out who is the right person to contact or be able to solve problems for yourself or go through the training.

Mistake # 3 Not checking your message for grammatical errors

Always pay attention to grammatical errors and other kinds of mistakes. We are looking at your ability to communicate. You have errors in there and capitalization and punctuation, so it will hurt your chances. If English is not your first language, then it’s okay, we have a lot of folks in the Philippines, Pakistan, Brazil, and other places. 

You have to show that you can communicate clearly, that does not mean you have to be a writer, or you have to be able to write books or things like that, but avoid things that are sloppy or have grammatical errors. Follow-up shows how much potential you have when you want to know how you are doing.

You want to be sure you are paying close attention to the instructions for any particular job that is assigned. Like, as sending a note to Juan, making a one-minute video and posting it on LinkedIn, or sending something with a subject line. To show your presence comment on the posts positively.

Good luck. There is so much opportunity. I would love to find some way to be able to create a million jobs, which is our mission.

Delighted to onboard everyone

And the people that come through our program, it is not just for us. It’s for all of us. So we want to create jobs together based on clear, fair instructions that anyone who can qualify.

The difference between courses and programs is commitment.

Anyone can buy or sell a course— an info-product that’s a self-serve experience, not much different than producing a record for sale that potentially millions of people can consume.

The success rate on books, courses, and other formats is single digits– as few even complete the training– and then a fraction of these folks do the exercises necessary to achieve whatever result.

A program, however, has the hidden promise of results– like a college degree has the hidden promise of a job.
Thus, programs are courses that also have coaching, support, and other components beyond a series of videos you can play– even if it’s LightSpeed interactive videos.

We’ve sold millions of courses for Rosetta Stone to help people learn Spanish.
Most of these DVDs sit on the bookshelf, like all the other beautiful aspirational decorations, collecting dust for the one eventual day where we just might want to use it.

We’re happy to sell COURSES via LightSpeed– free and paid. The system has all the functionality necessary for the basics, much like Kajabi, LearnDash, Thinkific, and even GoHighLevel.

But a PROGRAM means we can’t accept a 2% success rate, as is normal for courses.
We would want to flip this into a 98% success rate with only a 2% fail rate.

People joining a program must be committed, qualified, and able to do what it takes to win– like what each of us have discussed about winning being the absence of not quitting.
And only upon this commitment, which is to be earned, not granted by default, are we willing to let people into any of our programs to invest in their success with our network, our time, and our money.  

The “turd in the punchbowl” is that course creators peddle their wares as if it were a PROGRAM.
But there’s no valid certification, implementation, accountability, support, or backing.

The way I closed one of our clients — when he was the one who attended my workshop and called me, not me calling him– was asking him if he was here just to make millions selling courses or if he wanted to actually help people succeed. The latter requires measurement, which none of his famous course creating buddies are doing.

I want to work with you

I want to work with you

My job is to get more money into your pocket.

If you’re a local service business, that means you’re serving more customers– you make more money by helping people with their problems.

If you’re good at what you do, you deserve to get more clients, even if your marketing is terrible.

And if you’re a digital marketing agency, who is competent/certified at what you do, you make more money by helping local service businesses.

So all of us, no matter who we are, make money when we can help others get more of what they want.

Every dollar I make goes right back into creating more training programs, which creates more jobs and more customers for everyone.

I want to work with you if you also believe in supporting local businesses– whether you’re a local business, an agency serving local business, or a partner with tools and knowledge.

Come join us!

Come join us!

A whopping 80% of Americans live paycheck-to-paycheck.

Even 25% of folks making over $150,000 a year live paycheck-to-paycheck.

Those stats were from last year, before COVID-19, so imagine what they are now.

If you want to make a little extra money to pay the bills or go all-in as an entrepreneur, consider helping struggling local businesses.

There are 3 million local businesses that could use your help driving leads via digital marketing.

And we’re training folks up at no charge right now in our program, with hundreds of folks just like you.

Come join us!

Why you need a good mentor to succeed, and how to get one

Do you feel as though you’re working tirelessly with little to no progress being made?

You want to succeed so badly, but it’s very difficult if you’re relying upon your own knowledge and your own network.

Luckily, there’s another person who wants to see you succeed, and who can help you grow and realize more of your potential much sooner than you dreamed.

That person is a mentor.

Mentorship is the reason I am where I am today. My mentor was the former CEO of American Airlines, and without his influence in my life I would likely not be doing what I am now in my career.

The great thing about having a mentor in your life is that it’s proven expertise– they’ve achieved what you want to do. A mentor can provide you with the money, connections and experience that you would otherwise have to gain through many years of failure and painful lessons.

Some good practices I have found in seeking after a mentor, if you’re interested:

  • Follow people who do what you want to do. If you don’t know what it is you want to do, you’ll never be able to boil the ocean to fry the fish. You’ve got to zero in on the people you want to be like.
  • Study their content. When you can show that you’ve done your homework and know how you want to contribute, you are much more likely to gain their respect.
  • Demonstrate gratitude. Coming from a place of gratitude and humility will increase your chances of eliciting a positive response.
  • Offer a small favor. This could be simply asking in what ways you could help them, and you may be surprised by the opportunities that present themselves.

I get hit up constantly by people seeking favors or advice, but the people who take the above approach are often the only I’ll take the time out of my day to respond to.

Now, understand this isn’t me suggesting you to immediately reach out to Richard Branson or Tony Robbins for mentorship, but what you will find is that there are many other people who you can seek after that can help you do the things you want to do– IF you’re specific and know exactly what it is you want to do.

Does this make sense to you?

Listen to this podcast I did on how mentorship can enhance your life, income, and impact to gain deeper insights into this subject and learn more in-depth strategies.