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SESSION 1.2
Sponsored by:
Optimize Your Marketing Funnel
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Outsourcing Tip Via
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The Marketing Funnel
Phase 1: Attracting traffic to your sites• Afternoon Session:• Marketing Is In Your Gold• Video Marketing
Phase 2: Converting traffic to sales• Keyphrase Feeder Sites:• Squeeze & Sales Pages• Email Marketing
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Who Is In The Room?
Who is a
Seller of Products or a Service Provider ?
Who is an Internet Marketers (making money
through CPA, affiliate marketing, site flipping,
and other online strategies, etc.) ?
Who is an Internet and/or Mobile Marketing
Consultant ?
Who is relatively new to Internet Marketing?
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Why Are People STILL Struggling To
Make Money Online?
• Oversold that it is easy
• Don’t know how attract traffic
• No short, medium, long term strategy
• Poor funnel performance
• They don’’’’t know their role !!!
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You Must Know Your Role
You can:
1) learn marketing
2) hire a marketing
Consultant
3) employ a Marketing Specialist/Expert
4) find a Business
Partner who can help you with marketing
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• Attract Traffic
• Convert Traffic into Leads
• Leads into Followers/Fans
• Followers/Fans into Customers
• Customers into Repeat
Customers
• Customers into referral sources
Improving Your Marketing Funnel
Optimize Your Funnel For Conversion
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I.M.A.C.E.M. BuyOur Formula To Evaluate A Marketing Funnel:
• I am selling ______________________________
• Market (knowing your target market)
• Attract (attract you target market)
• Capture (converting target market into leads)
• Enroll (influencing your leads to buy)
• Monetize (selling, repeat sales, referral sales, etc)
Note: Can be a 5 minute process or a 5 month process
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Your Marketing Funnel
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‘‘‘‘I’’’’: What Are You Selling?
• Before you start building websites, funnels, are
you clear WHAT are you selling?
• Are you clear about your objectives and
Intentions
• Can you finish this sentence:
I am selling ______________________________
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MARKET: Know Your Market
• WHO WANTS what you are offering?
(Specific demographics is helpful to target your
market)
• WHY do they need want it?
• WHERE are they looking online or offline?
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Know Your Customer
Think About The Way Your Customer Makes Buying Decisions
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Your Target MarketThe more you know the easier it is to market to them:
•Sex
•Age
•What do they do?
•Social Media preference?
•What do they Like?
•What time are they online
•Who do they follow?
•Who’s list are they on?
•Colors, sounds, images…
Describe your target market
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Market To The Market Demand
Option 1 Option 2
Decide upon
product or service
and find the market
who wants it
Find the market and
select products or
services to sell to
them
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Find The Flow of Traffic
Learn to get in front of existing traffic !
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ATTRACT: Getting Traffic To Your Site
Online Offline
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Attract: Types of Online Traffic• Organic search results
• PPC / Adwords
• Social networking
• Video marketing
• Article marketing / PR
• Guest Blogging
• Tweets / Status Updates
• Forums
• Coupons / Facebook
Coupons
• Emails
• Affiliates
• Joint Ventures
• Online Radio
• Webinars
• Incoming links
• Contest & Sweepstakes
• Banners
• Placement Targeting
• Retargeting
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Attract: Types of Offline Traffic
• Radio Advertising
• Radio Interviews
• TV Interviews
• As seen on TV
• Magazines
• Newspapers
• Seminars
• Networking
• Teleseminars
• Direct Mail
• Billboards
• Car signage
• Street signage
• Flyers
• Business Cards
• Sponsorship
• Cinema advertising
• Restroom Advertising
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Multiple Marketing Attraction
Methods
You will need to implement multiple
marketing methods to succeed
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Keys for ORGANIC Online Traffic
Keys for organic online marketing are:
1) Selection of Buyers Keywords
(a.k.a. Keyphrase)
2) Approved Content (Articles & Videos)
3) Contextual Quality Backlinks
4) Social bookmarking
5) Browse Rate, Bounce Rate
6) Social Activity: Likes, Shares, RT
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Keyword/Keyphrase Conversion Curve
High Cost& Competition
Low Cost& Risk
Low ProbabilityOf Conversion
High ProbabilityOf Conversion
1 Word Phrases‘camera’2-3 Word Phrases‘digital camera’
4-6 ‘‘‘‘Buyer’’’’ Word Phrases‘canon 250 powershot’
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Use of Keyphrases• Primary Website
• Feeder Sites
• Squeeze Pages
• Sales Pages
• Social Media Siteso Squidoo
o Tumblr
o Hubpages
o FB Fan Pages
• Videos
• Articles
• Tweets
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Long Tail ‘‘‘‘Keyphrase’’’’ Research
• Google keyword tool
o Look at EXACT match
o Look at traffic
o Look for low competition
• Use plugin to see if URL is available (URL Matching)
o DomainEspionage.com
• Other Tools:
o Market Samurai, Wordstream, Niche Finder
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DomainEspionage.com
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Brad Callen’’’’s Niche Finder
Niche Finder (Software)
• Find niche keywords you can dominate
• Locate markets you don’t even know exist
• Returns Google trends
• Locate affiliate programs
• Create articles to promote affiliate
programs
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Spy On Your Competition Keyword Spy, Spyfu
• Spy on your competitors
• See what keywords they are using
• PPC Analysis: see how much they are
spending
• Copy successful campaigns
PPC Webspy (Firefox plugin: what
keywords advertisers are bidding on)
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Micro Niche Finder
NINJA: Micro Niche Finder (Software)
• Find niche keywords you can dominate
• Locate markets you don’t even know exist
• Returns Google trends
• Locate affiliate programs
• Create articles to promote affiliate programs
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Keyphrase Learning Resource:
MicroNicheEspionage.com
• Great training
video
• Great suite of
tools
• Highly
recommended
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Afternoon Session:
Keys for organic online marketing are:
1) Selection of Buyers Keywords
(a.k.a. Keyphrase)
2) Approved Content (Articles & Videos)
3) Contextual Quality Backlinks
4) Social bookmarking
5) Browse Rate, Bounce Rate
6) Social Activity: Likes, Shares, RT
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CAPTURE: Convert Traffic Into Leads
The Capture process (or converting traffic into leads)
is simply getting your traffic to give you their name
and valid email information
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Build Your List
Not just about how many – it is about quality!
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CAPTURE: Convert Traffic Into Leads
The Capture process can take place via:
• Websites (opt in forms on squeeze
pages, sales pages, pop up forms, etc.)
• Sign up forms at speaking events
• Business card drops at trade shows
• Networking events
Most people will NOT make a buying decision on
their first visit to your website (or first encounter
with you), you have to be able to continue and build
the relationship !
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Squeeze Page Opt In Box
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Opt In Box
Name and Email goes
into your chosen
Email Management System
(E.M.S.)
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QR Code-Mobile-FB Like-Opt In
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Squeeze Pages OptionsWhat is best?
• Webpage or FB Fan Pg
• Forced or Optional(to see more content)
• Video or No Video
• On Page or Pop Over
• Headline or No Headline
• Copy or No Copy
• Fancy Graphics or Plain
You just have to monitor
trends and test
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ENROLL Your Leads/Prospects
The Art of Influence• Objective
o develop trust, relationship, commonality (online
and offline share similar methodologies)
• Communicate
o trust, values, expertise, benefits
• How
o engage, educate, entertain, empower
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Enrollment Can Take Place Via:
• Sales Page
• Email Autoresponder Series
• Video Messages
• Webinars
• Teleseminars
• Phone Calls / Text
• From Stage / In Person
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Enroll Via: Email Marketing
• Email Autoresponder Series
• Model successful marketers
• Get people to open your emails
• Don’t try and sell in your email
• Direct people to blogs, videos, webinars
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Creating Email Autoresponders• Ask your VA to research other people / in your
niche
• Have them opt into your competitions email
auto-responder series
• Have them track the emails and copy emails
into Word
• You can edit the series for your needs
• Load new emails into email marketing system
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Email Marketing System (EMS)• Email / Newsletters Systems:
o Awebber
o iContact
o Constant Contact
o etc
• Integrated Systems:
o Infusionsoft
o 1ShoppingCart
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Selecting The Right Backend Platform
Features you might need to consider:
• Shopping Cart
• CRM
• Email Database
• Payment Processor
o Membership Systems
o Affiliate Management
Other Considerations:
• Deliverability
• List segregation
• Ease of use
• Monthly costs
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• Tagging
• Follow-up sequences
• Contact management
• Affiliate management
• Adding products
• Run reports
• Creating email templates
Outsourcing Infusionsoft Tasks
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Infusionsoft – Behind The Scenes
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Enroll Via: The Sales Page� Pre-Headline
� Attention Grabbing Headlines
� Sub Headlines
� Problem
� Benefits (How will life be better)
� Introduction
� Solution Explained
� Credentials
� Testimonials
� Offer
� Bonuses
� Money Back Guarantees
� Closing / Call To Action Statements
� 'P.S' Statements
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Key Sales Blocks
• Headline: 90% of your sales effectiveness
depends on the headline
• Problem: what is the problem you / your
product is a solution for
• Benefits: how will life be better after
buying/using your product or service
• Solution: what is your solution & why is your
solution better
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Attention Grabbing Headline
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Headline Examples
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Features vs. Benefits
People buy into the perceived
outcome of what you are selling
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Many people still confuse
features and benefit
Write down what you
think is the:
• Feature of the clip
• Benefit of the clip
Feature, Functions & Benefits
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What Is The Benefit?
Feature: (What is it?)
It’s a clip.
Benefit: (So what?)
Stops the pen from falling out when you bend
over or move about
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Your Attention Grabbing HeadlineNeeds to be:
• Impactful!
• What is the benefit you provide OR
• What is the challenge you are the solution to?
• What does your visitor needs to read to either
o opt in
o watch your video
o read more
o Etc.
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Time For Some Fun!
Write The Sales Headline
For The Following
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Latest Technology To Access The Internet & EmailYou Can Download 300,000 Applications
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Discover The Most Powerful Business ToolThat Will Help You Become More Productive &
Access Critical Information To Take YourBusiness To The Next Level
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It Just Works!
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Elite brand iron has steam vents, easy storage chord, and a see through water tank
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You’ll Look Amazing, Make An Instant Impact &Make More Sales In Less Than 10 Minutes
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Soft Pillow, 100 Count Cotton, Polyester Fillingwith Pillow Case
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Feeling Tired, Fatigued, Stressed?Discover the latest sleep technology to help you
sleep better, work better & perform better ☺☺☺☺
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Write your attention
grabbing headline !!!
Suggestions:
•The problem you are the
solution to
•What are the benefits
you provide
•A fact that will grab
attention, and why they
should read more…
Your Attention Grabbing Headline
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Recommended Platform
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You can apply sales page copy-writing principles to:
• Regular websites
• Emails
• Marketing copy
• Ad copy
• Videos
Applying Sales Page
Writing Principles To Videos
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MONETIZE: Selling & Beyond
• The Initial Sale: Matching what you are
selling to the type of people you attracted
• Upsells / Downsell’s
• Subscription Sales
• Repeat Sales
• Referrals
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Upsells & Downsells
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Lastly: Test - Tweak - Tune
It’’’’s what EVERY successful marketer
does constantly!
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Setting Up Your Funnel: ReviewStep 1: Market Research
Step 2: Product Research
Step 3: Keyword Research
Step 4: Select Your URL
Step 5: Squeeze Page
Step 6: Sales Page
Step 7: Upsell / Downsell Pages
Step 8: Sales Copy Writing
Step 9: On Page Video(s)
Step 10: Linking CRM/Shopping Cart
Step 11: Add email autoresponders
Step 12: Split testing
SpecialistYou
Who Is Going To Do This?
OR
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Reviewing Your Funnel
(Time Permitting)
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NEXT
The Gold Is In Your Marketing
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