Session One How to Drive Stacks of Warm Traffic to Your Website

Purpose of this workshop

Traffic strategy Traffic tactics

Agenda How to Drive Stacks of Warm Traffic to Your Website marketing Joint Ventures Pay-per-click Search Engine Optimisation

Agenda Hard copy books Speaking from stage Social media Blogging Free publicity

Housekeeping Breaks Release forms Name tags Mobile phones Dinner tonight Chicken littles

1. Understand why you’re driving traffic: Make sales Provide info Build credibility Build list, etc…

2. What action do you want them to take? Join list Buy product Refer a friend

3. You maximise conversion rate with: Right time Right place Right bait

4. For customers to buy, they need: Interest in the subject Relationship with you Readiness / willingness to buy

5. Not all traffic is equal Apply the 80/20 principle Different traffic sources have different conversion rates Volume is not as important as quality

6. Know your market. This means: Know your client Know your competitors Know who has your clients before you

How to research your market Keyword research (what are they looking for?) Major players (what do they find?) Blogs and forums (what are they saying?) Subscribe to lists, RSS, buy product (what do they get when they take action?)

Research tools Google.com Google keyword tool Alexa.com Compete.com Technorati.com Clickbank and Commission Junction Clicktale.com

Research tools (cont) Google.com/trends Google.com/alerts Google.com/reader (for RSS mgt) iGoogle.com PRWeb.com eBay.com Terapeak.com

Research tools (cont) EzineArticles.com Google.com/analytics MarketSamurai.com iWebTool.com/backlink_checker or /reverse_ip YouTube.com BetterWhoIs.com

7. Know your client: EXACTLY who are they? What are their needs, wants, fears, frustrations? What’s their typical day? What conversations do they have in their head? What emotions motivate them? Why would they buy your product? Why wouldn’t they buy your product?

Exercise Understand your client

8. Know your competition: Who is the top performer in your niche? What is their process to get clients? How / where do they advertise? What are their relative strengths / weaknesses?

9. Know who has your customer before you Who sells complementary products? How good is their relationship with their list? These are JV opportunities

10. Know the lifetime value of a client If you know the lifetime value and the conversion rate, you know how much you can pay per lead.

Example If you sell a $39 ebook, lifetime value of a client is $39. You can spend up to $39 per conversion. If you have a 1% conversion rate, you can spend up to 39c per lead. If 10% of your ebook buyers also buy a $3,000 big pack, lifetime value of a client is $339. You can spend up to $339 per conversion, or $3.39 per lead.

11. Ensure your site converts before ramping up traffic Use Adwords to test and tweak quickly Once profitable, add other traffic sources

12. Don’t expect a technique to do more than it can You’re unlikely to sell a $15,000 product from an Adwords ad You may need 2 or 3 step process

13. Internal vs external clients It’s much cheaper to market to your existing list than to get new clients If you treat them right, existing clients are more likely to buy than new clients Have an ascension model

Value of the list Size x Relationship = $

14. Give before you get Build the relationship Have a stock of great freebies to give to customers (low cost / high value) Give twice as often as you ask In your s, avoid hype (but be excited)

Exercise What freebies could you create for your clients?

15. Give a “reason why” To get customer to take desired action If your product looks too good to be true To overcome objections Note: make it real

16. 2 Types of Marketing Marketing to get people on your free list Marketing to get those on your free list to buy

17. Know your metrics Regularly measure how well your marketing is working Measure, tweak, measure again, continuously Measure weekly and per campaign Google.com/analytics

Things to measure in the sales process Impressions (how many saw your ad) Clicks (visitors to your website) Click through rate Cost per visitor Number who took desired action Conversion rate Cost per conversion

18. Use multiple media contacts Different customers respond to different types of media Use online and offline

Our top marketing tactics s to our list Joint ventures with list owners Adwords SEO Speaking Hard copy book Offline ad to free report (lumpy mail)

Tactic #1: Marketing

Marketing Use a conversational tone - avoid hype Have a clear call to action, with a link Give twice as much as you ask Always have a series of s (at least 3) Give a benefit in your subject line Repeat the link in the PS

See eclasses in for more on marketing

Tactic #2: Joint Ventures

targeted list value of relationship vs cold calling provide credibility via association with “trusted friend and advisor” low cost Reasons to do JVs with list owners

Relevance to your topic Complementary rather than competing Size of list Relationship with their list Willingness to JV with you What makes a good JV partner?

People you know Networking, other JVs Approach people in the right niche Free publicity – people approach you Expos Online – sellers of ebooks, site owners, forum or blog owners Where and how to find list owners

Gurus or authors in the niche Buy them Associations Yellow pages Ebay sellers Where and how to find list owners

series directing people to your landing page. series directing people to an event (eg teleconference, workshop). launch, where people “pre-register” to get advance warning about a new site. Lumpy mail directing people to your website. Offer one month free as a bonus. Five methods to approach the list owner’s list

Tactic #3: Pay Per Click

Pay Per Click What is PPC? What’s great about it? What’s the downside? Relevance and quality Writing great ads Always test and measure

How we write PPC ads 1.Decide the theme of your adgroup 2.List relevant keywords from keyword tool 3.Use keywords in headline and body 4.Use an “open loop” 5.Use “keyword?” as a headline 6.Have a descriptive url

Exercise Write five PPC ads for your market Headline – 25 characters Text – 35 characters per line, 2 lines Url – 35 characters

PPC Programs Google Adwords Yahoo Search Marketing Microsoft adCenter / Bing Facebook

Tactic #4: Search Engine Optimisation

Tactic #5: Hard Copy Book

3 Types of Marketing for Your Book 1.Marketing to get people to buy your book 2.Marketing to get people on your list to buy your book 3.Marketing to get book buyers to subscribe to your list, or buy other things

Marketing to get People to Buy Your Book TV and radio interviews Articles on key blogs in your niche Teleseminars for lists in your niche (JVs) Speaking opportunities JV with list owners who have your clients

Marketing to get People to Buy Your Book Press release to targeted media Google Adwords Youtube videos (use Traffic Geyser or TubeMogul to automate distribution) Web 2.0 (Twitter, Facebook, LinkedIn)

Marketing to get People to Buy Your Book Blog and forum commenting Submit free articles to article directories or PRWeb Submit powerpoint presentations to Podcasting / iTunes

Marketing to get People on Your List to Buy Your Book marketing with extra bonuses Book launch Competitions Add as a bonus to other products

Marketing to Book Buyers Refer to resources in the book that buyers must opt in to access Provide gift vouchers in the book that people must opt in to receive Discuss issues raised in the book on blog Ongoing marketing

Tactic #6: Speaking From Stage

Pros: Positioning and credibility Sell high priced products Build relationship Cons: Not passive Pros and Cons of speaking from stage

Getting speaking gigs How to get the gig When to turn a gig down How the money works Different JV arrangements Expected conversion rates Fulfillment, stick letters Etiquette—scooping the database Logistics of Speaking Gigs

1.Capture audience attention 2.Build credibility and rapport with your story 3.Identify and aggravate the problem 4.Show the audience what’s possible for them 5.Give content 6.Make offer with urgency, guarantee and overwhelming value Structure of a presentation

Tactic #7: Social Media, Web 2.0

Tactic #8: Blogging

Tactic #9: Offline Free Publicity