purpose of this workshop
DESCRIPTION
Purpose of this workshop. Purpose. Quickly and easily build a good quality, responsive list Understand the components – landing page, autoresponder software, emails, offers Multiple ways to drive traffic to your landing page Maximise the income from the list. Agenda. Day One - PowerPoint PPT PresentationTRANSCRIPT
Purpose of this workshop
Purpose• Quickly and easily build a good quality,
responsive list
• Understand the components – landing page, autoresponder software, emails, offers
• Multiple ways to drive traffic to your landing page
• Maximise the income from the list
AgendaDay One
• Why, when and how to build a list
• How to build a relationship with your list
• How to monetise your list
• Using webinars to build and monetise your list
AgendaDay Two
• Multiple ways to drive traffic to your landing page
• Using video marketing to grow your list
• Using social media to grow your list
Housekeeping• Dinner
• Breaks
• Release form
• Nametags
• Mobile phones
• Questions and microphones
Session 1
Why, when and how to build a list
1. Why build a list?
You build a relationship:You become the trusted
friend and advisor
Value of a list:Size x Relationship
What makes a good list?
• All interested in a targeted niche• Contacted regularly and recently
with free and paid offers• In a useable format• Amount of info on each one• Proven buyers – responsive to
paid offers
With a great relationship, you are better able to upsell other products
Value of a list:$1 per month per name
OR1,000 names in a targeted
list = $1m a year
Having a list builds an asset
Increases the value of your website if you want to sell it
2. When to build a list
Not on an ebook website:It will reduce sales by
around 75%
Build a list of ebook buyers after they have paid in
Clickbank
Build a free list of people interested in a topic
Note: you need to sell more than an ebook to make this worthwhile
Build a list of prospects and customers for your offline
business
3. How to build a list
Option 1: build an email list
TrafficLanding page with opt-in for
free offer Regular emails
Option 2: Build a social media list
1. Facebook friends
2. Twitter followers
3. Youtube viewers
Option 3: Buy a list
1. CPA (cost-per-action) networks
2. Buy a website with an existing list (www.flippa.com)
3. Pay per click
4. Structure and platform to build and manage an email list
Components
1. Landing page
2. Free gift
3. Autoresponder
4. Series of emails
5. Offers (free and paid)
Landing page• Use a Wordpress blog platform• Make the offer obvious - opt-in box
easy to see, above the fold, top right
• Don’t have other offers on the same page
Landing page• Give great info for free• Offer something clients
desperately want• Ask for minimum details (email,
maybe name)• Avoid double opt-in at this stage
Free gift• Newsletter
• Extract from your ebook
• Free report
• Case studies
• Access to a members only area
Free gift• Mini-course
• Run a competition
• Invite to a webinar
• Ask for feedback or comments
• Access to a forum
Autoresponder• Software to build and manage your
list, eg aweber
Functions:• Build multiple lists• Automatically send pre-loaded emails• Send broadcast emails• Ensure spam compliance• Monitor and fine-tune
Series of emails
See session 2
Offers (free and paid)
See session 3
What did you learn in this session?
Session 2
How to build the relationship with your list
Build the relationship• Provide lots of good quality free
information• Recommend only things that are
good quality and great value• Survey your list regularly• Ask others to donate free gifts that
you can give your list
Free gifts for your listAsk people in your niche to donate:• Workshop tickets• Discount vouchers• Webinar invitations• Reports, audios, videos, books• Free trials• Free samples
Build the relationship• Send media mentions, testimonials,
case studies of successful clients• Invite them to teleseminars or
webinars• Use multiple media (email, hard
mail, SMS, text, video, audio, live, pre-recorded, Facebook, Twitter, etc)
Characteristics of good email marketing
Provide what customers want
Use a conversational tone - avoid hype
Have a clear call to action, with a link
Give twice as much as you ask
Have a stock of great freebies to give to customers (low cost / high value)
Characteristics of good email marketing
Tailor your message to the recipient (segment you list)
Write a subject line that makes sure your email gets opened
Personalise your subject line and content
Always test your emails before sending
Characteristics of good email marketing
Measure and fine-tune – open rate, click through rate, conversion rate
Have one purpose per email
Don’t send out canned affiliate emails – write your own
Don’t use “spam avoidance” versions of words (eg fr*ee)
Characteristics of good email marketing
Make your emails look like they are written by a person – not a machine (eg don’t wrap lines too short)
Make your emails short and interesting
Always have a series of emails (min 3)
Use an effective PS (repeat your offer and link)
Examples of good subject lines
6 ways to make Twitter work for you
I need to talk to you
A real estate mistake that cost me $300,000
The most dangerous diet in the world
Lawsuit
What did you learn in this session?
Session 3
How to monetise your list
It’s 8 times cheaper to sell to an existing client than to get a new one
What to sell to your list
Your own downloadable products
Use the ascension model:
Ebook, audio, video (under $100)
Membership site ($49-$99 a month)
Home study pack ($500 - $5,000)
Coaching ($5,000 - $50,000)
What to sell to your list Other people’s products, eg ebooks
from Clickbank.com
Other people’s webinars, events
Note:
Use an affiliate link to track sales
Shorten or hide affiliate links using tinyURl or Google URL shortener
How to sell to your list
Email with link to website with an offer
Email invitation to a webinar with a pitch
Email invitation to an event with a pitch
SMS to website with an offer
Telemarketer
How to structure an email marketing
campaign
Simple email series Email 1 (day 1) – Describe product,
benefits, price, urgency, link to buy
Email 2 (day 3) – Answers to your questions about the product, close
Email 3 (day 6) – Feedback and successes, close
Email 4 (day 10) – Last chance to buy, close
Autoresponder demonstration
Autoresponder demonstration
Guided tour of www.aweber.com
How to create a new list
How to create an opt-in box to build the list
How to load a follow-up email
How to send a broadcast email
What did you learn in this session?
Session 4
WebinarsSteve Essa
What did you learn in this session?
AgendaDay Two
• Multiple ways to drive traffic to your landing page
• Using video marketing to grow your list
• Using social media to grow your list
Session 1
Multiple ways to drive traffic to your landing page
Driving traffic to your landing page
JVs with other list owners
Referrals
Article marketing
Pay Per Click
Free publicity
Driving traffic to your landing page
SEO
Software that builds lists (eg Page Raptor)
Speaking (stage, webinars, teleseminars)
Buy leads
Joint ventures
Good JV partners:
Sell a complementary product in the same niche
Have a great relationship with their list
Have a responsive list
See the value in doing a JV
Are easy to work with
Joint ventures
Keys to a successful JV:
Make it easy to participate by writing emails for them to send to their list
Understand the JV partner’s needs and offer them value (gifts for their clients, affiliate %)
Measure and follow up
Referrals from existing clients Ask often, when they’ve had a great
experience
Give a gift in return (high value to customer, low cost to deliver)
Have something special to offer referees
Measure effectiveness
Automate the system – use referral software
Referral software demonstration
Article marketing
Online ArticlesOnline Articles
1. At news and article directoriesGoogle News
Articleonlinedirectory.com
ezinearticles.com
2. By searching on a subject - Google
eg: how to grow tomatoes
WHERE do you find online articles?
Online ArticlesOnline Articles
WHY publish online articles?
1. Drive traffic to your website
Example: Tomato Book Site - March 10 – March 11
Google Organic 34,000
Google CPC 28,000
Direct 24,000
EzineArticles .com 4,000
Online ArticlesOnline Articles
WHY publish online articles?
2. Improve SEO through more incoming links• Each time your article is published you get a link back
Online ArticlesOnline Articles
WHY publish online articles?
3. Builds your expert status – your credibility
Online ArticlesOnline Articles
4. Goes viral – increases exposure
Publishers subscribe to article sites and then post relevant articles on their websites – with links intact
WHY publish online articles?
Online ArticlesOnline Articles
Online ArticlesOnline Articles
WHY publish online articles?
Link Click Through Statistics
http://www.bestjuicytomatoes.com/ BODY 2698 13.75%
http://www.bestjuicytomatoes.com/ RESOURCE BOX 554 2.82%
Stats for Top Article
Online ArticlesOnline Articles
WHEN do you publish online articles?
• Frequently – marketing is a continuous process
• Seasonally – when traffic increases (weather seasons, event seasons, topic seasons, )
• Specifically - to comment on relevant current affairs: budget, politics, health, education, petrol, aging
Online ArticlesOnline Articles
HOW do you publish online articles?1. Decide on topic
2. Prepare article• Write from scratch - fresh topical twist• Copy and edit email funnel• Copy and edit part of eclass• Copy and edit part of free content• Hire writer on elance, guru, helium• Buy articles on PLR sites – niche,
3. Upload to article sites
Online ArticlesOnline Articles
www.ezinearticles.com• over 100,000+ RSS feeds plus 600+ email alert lists
• posted to over 100,000 permission-based members/publishers
STEP 1 – Join (free)
STEP 2 – Complete your author details
STEP 3 – Select Article Manager/Submit a new Article
STEP 4 – Wait for email confirming approval
STEP 5 - Review stats
STEP 6 – Add more articles!
Online ArticlesOnline ArticlesFree Article Distribution Sites
SiteGoogle
Page Rank Alexa RankEzineArticles.com 6 499
GoArticles.com 4 3,592
ArticleDashboard.com 6 5,255
SearchWarp.com 5 6,032
ArticlesBase.com 4 8,735
iSnare.com * 6 8,791
SelfGrowth.com 6 9,653
Buzzle.com 6 9,698
Online ArticlesOnline Articles
Summary Drives traffic
Easy to do
No cost
Improves SEO
Builds credibility
Trackable through Google Analytics
Pay per click
Google Adwords, Facebook, Yahoo
• It’s all about relevance – keyword, ad, landing page
• Google is the most picky about your landing page
• Continually test and improve
• Know your maths
Google Adwords landing page guidelines
Good customer experience
Relevance – visitors can easily find what your ad promises
Original content – not copied off another site
Substantial content – gives new, unique information (not just more ads)
Google Adwords landing page guidelines
Describe clearly who you are and what your business does
Have a good reason to request personal information
If you request personal information, provide a privacy policy
Make your site easy to navigate
Free Publicity Look for an angle or hook (that fact that you
have a website is NOT news)
Target relevant publications and tailor your press release to suit
Help the journalist with their needs and they are more likely to help you
Try to include a link to you landing page (show how it will benefit the journalist)
What did you learn in this session?
Session 2
Multiple ways to drive traffic to your landing page
Driving traffic to your landing page
SEO
Software that builds lists (eg Page Raptor)
Speaking (stage, webinars, teleseminars)
Buy leads
• Set of strategies that helps you rank on the free (left) side of Google for your chosen keywords
• Requires you to use on-page and off-page techniques
• Difficult for broad / popular keywords
• Relatively easy for long-tail and geographically specific keywords
• Can be difficult / time-consuming to maintain
What is Search Engine Optimisation?
Sites with:
• Visibility
• Relevance
• Reputation
See www.WebsiteGrader.com
What do Search Engines like?
● Keyword in domain name
● Relevant file names for each page
● Title tag
● Keywords in body copy
● Keywords in Heading tags (H1 to H6)
● Good, fresh content
● Number of Google indexed pages
● XML Sitemap
● Site age
● Visitor time and behaviour on site
On-Page techniques
● Google page rank
● Number, quality and variety of inbound links (especially high PR, .gov and .edu sites)
● Has Google indexed pages
● Indexed in DMOZ Directory
● Indexed in Yahoo Directory
● Links from social media sites, eg Youtube
Off-Page techniques
Keys to success with SEO Target your niche – be relevant and current
Target your market geographically
Check for key phrases to dominate using the Google keyword tool
Prepare and distribute regular, good quality content in a range of media
Use an automated system to distribute your content widely (eg with Traffic Geyser)
Build relationship first, sell second
Software that builds lists Eg www.PageRaptor.com to gather
data from yellow pages and other online lists
You can get name, business name, phone, fax, address, email, website
Beware of spam compliance when you use emails gathered this way
Speaking If the promoter allows it, mention
your landing page often
Ensure your landing page URL is easy to spell and remember
Make a free or low price offer – use a handout to gather name and email
Get permission to upload contacts in bulk to your autoresponder
• Find large groups interested in your topic• Know the purpose of your talk (build a list?
sell something?)• Give great content• Always make an offer• Believe in the value of your product• Be yourself on stage• Look for other ways to use your speaking
skills – teleseminars, webinars, videos
Keys to success with speaking
Buy leads You can buy leads from Cost Per
Action (CPA) networks
You pay per lead or per sale
Check for spam compliance if you are buying emails
Example:http://www.getresponse.com/features/getsubscribers.html
Buy a website with a list Go to www.Flippa.com
Look for sites with existing list and / or lots of traffic
Ensure list meets the criteria for what makes a good list (targeted, contacted regularly and recently, useable format, proven buyers)
What did you learn in this session?
Session 3
Rapid Video Blogging
Gideon Shalwick
What did you learn in this session?
Session 4
Using Social Media to Build and Profit From a List
Brittany Lynch
What did you learn in this session?