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

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

3. Purpose of this workshop

4. Traffic strategy Traffic tactics

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

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

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

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

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

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

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

12. 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

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

14. 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?)

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

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

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

18. 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?

19. Exercise Understand your client

20. 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?

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

22. 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.

23. 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.

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

25. 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

26. 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

27. Value of the list • Size x Relationship = $

28. 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 emails, avoid hype (but be excited)

29. Exercise What freebies could you create for your clients?

30. 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

31. 16. 2 Types of Marketing • Marketing to get people on your free list • Marketing to get those on your free list to buy

32. 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

33. 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

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

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

36. Tactic #1: Email Marketing

37. Email 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 emails (at least 3) • Give a benefit in your subject line • Repeat the link in the PS

38. See eclasses 28-30 in www.andrewanddaryl.com for more on email marketing

39. Tactic #2: Joint Ventures

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

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

42. Where and how to find list owners • 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

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

44. Five methods to approach the list owner’s list • Email series directing people to your landing page. • Email series directing people to an event (eg teleconference, workshop). • Email 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.

45. Tactic #3: Pay Per Click

46. 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

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

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

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

50. Tactic #4: Search Engine Optimisation