Profitable Preparedness Podcast – Episode 15
Digital Marketing – Tips and Tricks of the Pros
More immediate leads
More immediate sales
More long term sales
Preframing – indoctrination – conversion
Desire & trust – emotion – rationalization
Either process leads to sales
Preframing – what people think about you before they spend money with you (Great sounding restaurant)
Indoctrination – what happens after they opt in
Conversion – the means by which you convert them into a customer
Use 4 or 5 webpages per lead magnet
All Subscribers are not created equal. The differ depending on source.
Identify the characteristics of the of the people who are likely to buy
Identify the characteristics of the of the people who will not buy or whom you would prefer not to buy.
Identify what we stand for for our potential customers
Identify what we stand against to repel the others.
Drive Traffic to no less than 4 money magnets using 5 webpages/web resources. The four money magnets focus on 4 specific problems that are causing the root problem. I.e. My market has a strong desire for freedom. By focusing on sense of security and others and designing web mediums to solve those specific problems you can become a celebrity and authority in their area of interest.
ELO = Educational liquidation offer (Tutorial that is a sales pitch)
Establish authority and good will
BDR – Behavioral Desired Response Mechanism
Your lead magnet is CRITICAL to attracting the RIGHT leads.
X ways to Y (5 steps to ensure financial security)
X ways to Y in Z time
X resources to help you Y
XY Tips (15 strategies for doubling your income)
How to X without Y (How to lose 15 pounds without dieting)
Old fashioned PDF
Videos or video series has high perceived value (possibly combine with pdf)
Do whatever is easiest for me to make
The format is not nearly as important as the title
PDF does not need to be an opus. (10 – 20 pages?)
Mod 2 Episode 1
2 step opt in page works very well. “Give me the book button” when clicked generates a name and email optin form.(First name and email)
Autoreponder services: AWeber, Infusionsoft or Getresponse
Push notifications: Pushcrew
Direct Mailings: Prospect Plus
Podcast recording software: Audacity or Acoustica Basic Addition, Adobe Audition
Mixer, Microphone, Pop filter? (Nady MPF 6 – 6 inch Clamp pop filter),
Technically podcasts are XML files that Index the MP3 audio file as well as the metadata contained in the description.
Apple Podcast Specifications Link
RSS Validator making sure everything is set up correctly
Submit to Itunes, Podbean, Stitcher, Soundcloud and Castbox among others
An Excerpt from Blog Marketing Academy
#4 – Create 3-5 Redwood Posts centered around the transformation you deliver
We’ve got 3 months. And, a lot of bloggers end up getting into a wheel spinning contest about all this content they think they need to make.
But, we’re keeping our eye firmly on the target. We’re building a business, not a blog. And, we need an offer and we need to get focused on that.
At the same time, your blog can’t be empty. So, here’s what I’d do…
Take the transformation that you deliver, and outline out all the typical roadblocks and barriers that people have to overcome on their way to achieving that transformation. Next, do some basic keyword research and find out which of those barriers get the highest search volume and have the most “bang” in the market.
Then, write some seriously kick-ass redwood posts centered around resolving those barriers. Not more than 3-5 of them, because we have other things to do than write blog posts.
A redwood post is a kind of pillar post, but it is one which we will turn into a major resource post over time. We’re going to circle back and keep this thing updated. And we’re also very likely going to invest a little bit of money into distributing this post right into the exact right target audiences in order to build awareness of our brand.
We’re building a business, not a blog. And we have 90 days. So, don’t go off and jump onto the content hamster wheel. Concentrate on 3 solid resource posts with a great headline. You will circle back and update them again later, so they don’t have to be perfect on day 1. Post these posts to your blog… then let’s move directly onto building out a funnel that will make you money.
#5 – Create your lead magnets to build your list
Your email list is your most valuable asset. It is what gives your growing business leverage and the ability to direct attention at will. So, those 3-5 redwood posts you just wrote are essentially useless without list building as a firm goal.
So, you want to create a lead magnet. In fact, your best bet is to create one lead magnet for each of the redwood posts you’ve created. Each lead magnet tightly related to each post and positioned such that it is the natural “next step” to the blog post… almost as if they’re just leaving money on the table by not getting your lead magnet.
Now, I am definitely NOT advocating some big honker ebook, a multi-video “challenge”, or anything of the sort. There are 7 specific criteria for a high-conversion lead magnet, which I discuss in The Ultimate Guide To Building An Email List: List Building That Works And Makes You Money.
Your best lead magnets are going to be short and sweet. I’m a huge fan of worksheets, templates and other kinds of shortcuts. These kinds of lead magnets promise a shortcut by the simple act of getting the lead magnet and do not contain an inherent promise of a bunch of followup work.
For each lead magnet, you’ll want to put opt-in forms for it inside the redwood posts AND create a landing page for each one. Good news is that, if you purchased a Thrive Membership, you have access to both Thrive Content Builder and Thrive Leads. So, you have everything you need. So, you do this:
- Create a separate list inside Aweber for each lead magnet.
- Create a basic welcome email for each one. Welcome them to your site, tell them a bit about yourself, and deliver the lead magnet.
- Using Thrive Leads, create an opt-in form. Specifically, create a “Lead Shortcode”. This will enable you to place an opt-in form right in the middle of your blog post. Just hook up the form to the right Aweber email list, something that is easy to do with Thrive.
- Next, create a landing page for that lead magnet. Same basic idea, just now we have a whole separate page just for that lead magnet. This is useful to link to from within the post, to use on social media, or even in future advertising campaigns.
Here’s an example of a simple Lead Shortcode opt-in form, which I built with Thrive Leads and is being included using a simple shortcode:
BONUS: Niche Profits Finder
I’ve developed this free worksheet to guide you through choosing and evaluating potential blogging niches for profitability. Includes 5 specific tests to run on each niche.
And to see my own landing page for this exact same thing, click here. That landing page was made with Thrive Content Builder and honestly took only about 15 minutes to build.
#6 – Create an offer out of thin air
If you have nothing to sell, you have no business. It’s sadly laughable how many blog owners out there still confuse having a blog with having a business. They’re NOT the same thing. You haven’t even truly stepped up to the starting line yet unless you have something to sell.
But, the last thing that I recommend you do right now is go head down and start creating some big online course. I also am not a fan of trying to build a business solely around affiliate offers. You give away all control of your business when you do that.
There are two ways which you can literally create an offer out of thin air:
- Sell a service and sell your time by offering a “done for you” offer or consulting.
- Create a pre-sale to sell a product which doesn’t exist yet.
Either of these ways will allow you to officially be in business without the long lead-up period to creating a whole product first. Quite frankly, it’s pretty stupid to create a training course until you’ve made some sales anyway.
If you decide to sell services (and I probably would if I were starting from scratch on a 90 day plan), I would use Thrive Content Builder to create a simple landing page which describes the service and what I’d do. I would focus it on THEM and how I will remove their pain. It wouldn’t be all about me and my skills… it would be about how I will remove their pain and solve their problem.
If the service was specific enough to price at a flat rate, I’d probably include a simple Paypal button for them to pay for it. For the sake of simplicity, I wouldn’t yet go out and acquire some fancy membership software or shopping cart. I can do that later.
If the service was more involved, I’d include a form on the landing page and their call to action would be to request a strategy session (or something to that effect). I’d definitely use Gravity Forms to make that form, since it is the best form plugin for WordPress and I know I’ll have a ton of other uses for it later.
I probably would not use language like “request an estimate” since it is too vague. I would try to make it more benefit driven, and often people in need of a service would find value in discussing it and ironing out some details before talking money.
For more on marketing a service using these methods, check out How I Would Market And Sell Web Development Services If I Were Still A Web Developer.
In terms of a pre-sale, the idea is to sell a product before it is created. The landing page will talk about the benefits of the product and the rough plan of action. You are being upfront with people that they are securing a spot on the course and that it doesn’t exist yet. Never mislead people. For this reason, I am a fan of pre-selling as a “live class” delivered online. I’ll just create the course right in front of them via webinar or something. I’ve done this several times and was able to bring in a few thousand dollars in sales for a course I hadn’t made yet.
Good thing, too, is that if it doesn’t sell, you didn’t waste your time. You can adjust the offer and test other things and only when you find the winner do you create it. In other words, you’re creating the product to match the offer which converts… rather than trying to convince people that they want what you’ve already made.
That’s super important.
#7 – Invest into native advertising on social media.
Depending on your blog to solely attract people out of the ether is going to be a slow process. Plus, it’ll be frustrating because you don’t feel like you’re in the driver seat at all. You’ll feel like you’re a feather in Google’s fart stream.
The way around that is paid advertising.
This gives you some levers that you can pull when you want to to drive business, rather than sitting around and crossing your fingers.
I would invest some money into native ads. This would include newsfeed ads on Facebook, promoted tweets on Twitter, Youtube ads, Google Adwords, maybe LinkedIn. More than likely, however, you’ll be able to do it with just Facebook.
In the early days – and certainly in our first 90 days – we’ll be bootstrapping. We’re not afraid to invest some money in this, but we don’t want to just throw it up against the wall either. Facebook ads can be a huge expense if not done right.
In the beginning, I’d be looking to start out with a budget of perhaps $5-$10 per day. And the cheapest way to begin to reach people will be:
- Building likes onto your Facebook page
- Running paid ads direct to a blog post (using those redwood posts you created)
- Doing a video ad and building up views, but the video is designed to introduce yourself and lead with value. This is a brand building thing which then pulls them over to your website.
These types of campaigns will usually be more cost effective in the beginning rather than trying to run people who have never heard of you directly into a squeeze page.
So, here’s what I’d do:
- Be sure the Facebook Pixel is installed on the website. You can do it manually or use a plug-in such as PixelYourSite.
- Set up a custom audience to capture anybody who visits your site.
- Set up a unique custom audience for each of your main redwood posts to capture people specifically who visit them.
- Set up a $10/day campaign to run traffic to one of my redwood posts. I’d invest about $6-7 of that into reaching brand new people by putting that redwood post right in front of the kind of people who would be good potential CUSTOMERS of my new business. The remaining $3-$4 I would put into a retargeting ad which will only be shown to people who visited that redwood post but didn’t opt-in. That ad would go direct to the landing page for the lead magnet that I created.
When you don’t have the audience, you have to go out and get them. Paid native advertising to the right groups of people is a great way to do that. It puts you in the driver seat.
You can read more about how I started a new blog from scratch using this technique… with a status report on a new RV blog.
#8 – Do Some Guerilla Marketing
Guerilla marketing is defined as:
Innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.
And that’s what we’d need to do in the beginning in order to learn more about our market, what they need/want, and perhaps make some sales. At this point in our 90 day plan, we’d have all the basics in place. A few basic core blog posts, lead magnets, an offer, an email list hooked up… and some traffic coming into it from paid ads.
To kick it up a notch, though, you’re likely going to need to think outside the box and get your elbows dirty. You’ll need to get more personal and 1-on-1 with people. For instance, consider doing things like:
- When people opt into your list, reach out to them manually via email and see if they’d be willing to have a Skype conversation with you. Your purpose will be to find out more about what they need and want and what they’re looking to achieve.
- If you know people saw your offer page and didn’t act on it, reach out to them individually and find out why.
- Reach out to podcast shows in your niche and pitch yourself as a potential guest on their show. Any podcaster is looking for material.
- Get out there and comment on other blogs, social media groups, forums, etc.
The overriding point here is to make the most of what may seem like a small amount of people who are finding their way to your site. Treat them like real people and not anonymous email addresses or pixels on your traffic graphs.
As I build up this business in 3 months, I would be the most personable bloke on the Internet. This is a people business.
And remember, it isn’t just about making the sale. In fact, at this stage, it is every bit about finding out what they need and want so that you can deliver it. What you learn here could result in you changing your lead magnets or changing the very nature of your offer.
This is an important component of the discovery phase of product/market fit.
#9 – Deliver What They Want
You’ll be testing some things out using paid traffic. You’ll be seeing your conversion rates. You’ll also be talking to some people and getting those elbows dirty. You’re going to be learning and perfecting your offer to match what the market is asking for.
At that point… you simply deliver it. Deliver what they want. Make it awesome. Blow them away and make their transformation and them achieving their desired outcome your mission in life.
Email subscribers are great. Sales are great. But, if you’re not adding real VALUE to their lives, none of it lasts.
You deliver effectively and your business will grow. Sales will increase. You’ll get more traffic leverage and get more organic (free) traffic. The blog will be growing.
You’ve just launched your business. But, one more thing…
#10 – Seek Steady, Continual Growth
You must continue to find ways to improve your delivery. To make it possible to deliver more, deliver better, and deliver at scale.
If you went with a service offer to kick off, it is time to look for ways to systematize things. Record everything you are doing. Create training for it. Therein lies your ability to eventually launch a product offer and phase yourself out of service offers (or just raise your prices).
Never act like “you’ve arrived” and simply rest on your laurels. The moment you stop actively CREATING this business is the moment it starts to die. In the blog post I wrote about my 2014 lessons, I wrote:
The solution is to CREATE. To actively CREATE what we want. And, as an entrepreneur, I need to spend as much time in that creative mode as I possibly can. For much of 2014, I allowed myself to not exist in that space. I had gotten too concentrated on the next task, the next thing to check off my list.
So, look beyond 90 days and how you can expand this business with the same gusto that brought you to the 90 day mark.
Did you know there are approximately 28 million small businesses in the United States alone?
With a number like this, all small business owners are looking for a competitive edge. If you happen to be one, chances are you’re looking for strategies to get your leg up on the competition.
While there is no way of knowing what the future holds, one thing is for sure: you don’t want to be among the approximately 80% of businesses that fail within 18 months.
So, what does this have to do with digital marketing?
We’re in a whole new era. Gone are the days when you could afford to ignore the internet. If you want to achieve success, regardless of your industry, it’s imperative to have a sound online marketing plan in place from day one – a strategy that leverages the power of social media, uses search engine optimization to drive traffic, and makes good use of the media marketing advancements that are out there.
In the past, I’ve discussed a variety of tools for specific areas of digital marketing. For example, this post details the top tools for launching your first content marketing campaign.
In this post, however, I’m going to outline 10 online marketing tools that you need when starting a business. You may be familiar with a marketing tool or two in here; others might be new to you. But from simplifying your social media marketing efforts to project management, each of these tools will help you get that competitive edge you’re after.
Are you ready to grow your business through online marketing?
Then let’s begin.
Get this: email marketing technology is used by more than 80% of B2B and B2C companies.
This isn’t something you should wait on. Instead, you should implement an email marketing strategy on day one.
With more than 12 million customers, MailChimp has claimed its spot as one of the top email marketing providers in the world. While there are alternatives, this tool remains one of the best, for many reasons:
- History dating back to 2001, well before most companies began using email marketing.
- Self-service support options, ensuring that you can quickly find answers to all of your questions.
- Free plan for those with less than 2,000 subscribers and those who don’t send more than 12,000 emails per month.
When starting a business, it’s not likely that you will have more than 2,000 subscribers. For this reason, you can get started with MailChimp early on, using the tool for free as you get your feet wet with email marketing.
When it comes to marketing, sales and CRM software, HubSpot has become one of the top players.
For the sake of this post, let’s focus on its marketing software solutions. The company has this to say about its all-in-one marketing software:
From attracting visitors to closing customers, HubSpot brings your entire marketing funnel together.
You know just how important it is for your marketing funnel to be in good working order. With this software, you have access to tools that help with:
- Social Media
- Lead Management
- Landing Pages
- Marketing Automation
There is no stone left unturned, when you rely on HubSpot’s all-in-one marketing software. That’s why it’s a top choice for those who are starting a business.
With everything you need in one place, you don’t have to pull yourself in many different directions. This will help you to achieve greater success in the early days, as you’re sure to have many other tasks on your plate.
For those new to content marketing, Trello might sound like another social network that’s popped up overnight.
It’s not. In fact, it’s a great organization tool that can help you and your online marketing team considerably.
Trello is a tool that helps you to manage projects and stay on the same page as your team -a sound digital marketing practice if you want to save time and frustration.
For example, you can share blog posts on Trello before you publish them. This gives others on your team the opportunity to review the post, weigh in with their thoughts and make changes that could strengthen the piece before it goes live.
In the past, before the days of Trello and similar programs, email was the best way to collaborate with your team. While this is still helpful, to a certain degree, it can lead to confusion, missed messages and frustration.
With Trello, everything related to your online marketing strategy can be shared in the same place. It only takes a few minutes to set up a board. Even better, you can quickly invite your entire staff, all of whom can jump in on the action without delay.
Trello isn’t the only tool of its type, but it’s, by far, one of the best. When it comes to collaborating with others regarding marketing tasks, this tool is hard to beat.
Nobody can argue with the fact that social media plays a big part in the success of any company, regardless of size, age or industry; that social media marketing is a must to thrive in this digital era.
A tool such as Hootsuite allows you to schedule social media posts in advance, thus saving you loads of time.
There are many features of Hootsuite that work in your favor as you launch your business, such as those that assist with engagement. For example, you can:
- Identify influencers for your marketing team and leads for your sales team.
- Reply to comments and mentions through the dashboard. There’s no reason to visit each individual platform.
- Take advantage of pre-written responses.
Social media marketing is not as difficult as it sounds, especially when you rely on tools like Hootsuite. With this particular tool, you can schedule and manage social media profiles for more than 30 platforms. Imagine doing this by hand, without a central dashboard to guide you. It would be enough to frustrate even the most experienced entrepreneur, let alone a new business owner. Let Hootsuite operate like the social media marketing manager it is.
As one of the top free tools from Google, Analytics should be part of your digital marketing strategy from the very start.
It only takes a couple of minutes to add the Analytics code to your website, giving you the ability to track every action by every visitor.
This is considered by many to be nothing more than a traffic tool, but it can actually have a big impact on your marketing strategy, if you know what you’re doing.
Take, for example, the ability to see where your traffic comes from:
Maybe you realize that a particular social media campaign is driving tons of traffic to your website. With this data, you can adjust your future strategy, in an attempt to capture the same results.
Or, maybe you find that a particular set of keywords is doing wonders for your organic traffic. Again, you can turn your attention to these keywords, ensuring that you keep these in mind as you create content down the road.
Google Analytics isn’t one of those tools that you should ignore. Installing this early on is a key decision, in regards to your online marketing strategy. The data you can collect and review is extremely valuable.
The tagline of this tool says it all:
Track, analyze and optimize your digital marketing performance. See what’s working and what’s not, across all campaigns, mobile and web.
It’s good that you want to spend so much time on online marketing in the early days of your business. But, do you really want to make decisions that aren’t having an impact?
You need to track and analyze every move that you make, as this is the only way to focus on the tactics that are providing the best return on investment (ROI).
With KISSmetrics, you can easily see what’s working and what’s not, across all of your campaigns.
Take, for example, its Analytics products. With a funnel report, you can see if there are any “leaks” in your business. Here’s a screenshot of what to expect:
Starting at $120/month, KISSmetrics isn’t the cheapest tool on this list. Even so, it’s one that you’ll want to think about, as your business gets up and running.
With a variety of products at your fingertips, the insights you receive will be invaluable to your company’s growth.
Do you plan on spending a lot of time on social media marketing?
While this is a great way to engage your audience and send traffic to your website, it’ll only work in your favor if you have a solid plan in place.
Tools, such as Followerwonk, are designed to help you improve your social media marketing strategy, such as by digging into your Twitter analytics data.
I included this tool on the list for two reasons: it’s easy to use and it’s extremely effective.
Followerwonk breaks down its service into three distinct categories:
- Find – use the tool to search Twitter bios and compare accounts.
- Analyze – breakdown your follower list by bio, location, who they follow and many other criteria.
- Optimize – match your strategy to follower gains and losses, to understand what type of content performs best.
The only downside of Followerwonk is that it can’t be used with other social media platforms, such as Facebook, Instagram and LinkedIn. However, if you have big plans for Twitter, this is a tool that you should use often.
Even though you may not use it on a daily basis, it can come in handy from time to time. After all, it’s imperative that you understand your audience.
If WordPress is your content management system (CMS) of choice, you shouldn’t hesitate to install the All in One SEO Pack plugin.
A big part of your online marketing strategy should be based around search engine optimization (SEO) and this tool will ensure that you always make good decisions regarding your content and its appeal to search engines.
Some of the top features of the plugin include:
- XML Sitemap support.
- Advanced Canonical URLs.
- Automatic generation of META tags.
- Compatible with most other plugins.
- Automatically notifies major search engines, including Google and Bing, of any site changes.
Even though all of these features are exciting, it’s something else that has made it one of the most popular WordPress plugins of all time: its ease of use.
Here’s a screenshot, showing a small portion of the tool’s back end:
You don’t have to make many decisions in order to get started. And, if you’re ever confused as to what you should be doing, there is help to be had. All you have to do is click the “?” symbol and you’re provided with more information and advice.
The All in One SEO Pack plugin has more than one million active installs. You won’t have to look far to find competitors, but there’s a reason why so many people use this tool. Not only is it free and simple, but it’s results can’t be denied. It will definitely help your website, from an SEO perspective, which is something all new businesses are interested in.
A tool that I have discussed many times in the past, BuzzSumo is a big deal for people who need to learn more about their market.
When you start a business, it’s safe to say that you know a thing or two about your industry and primary competitors. But, once you dig around even more, you’ll find that there is additional data that you can use to your advantage.
If you want to better understand your competition or if you want to learn what type of content performs best with search engines and your audience, you don’t need any other tool by your side.
A BuzzSumo search results page looks something like this:
Additionally, there is high level data associated with each result:
This information can come in handy at many times, such as when you are creating content for your blog.
Why guess as to what is performing best in your niche? You can use BuzzSumo to answer this question with 100% accuracy.
With this search, you see that the top result has approximately 20k social shares. You now know what to strive for, if you want to achieve the same level of success.
As a big fan of BuzzSumo, this is a tool that I use on a regular basis. Even if you don’t do much with the data at first, each search will help you to better understand your competition and target audience.
10. Crazy Egg
Do you ever find yourself asking this question: what’s working and what’s not about my website?
This is where Crazy Egg can step in and provide assistance.
There are two keys here:
- You can use Crazy Egg to make website changes that generate better results.
- You don’t need much, if any, IT help to get started.
When you’re new to your business, you don’t want to spend countless hours dealing with IT issues. Unfortunately, this often happens when it comes to split testing. Unless you use Crazy Egg, of course.
The tool is packed with features, such as:
- Heatmaps and mouse recording
- Analysis and reporting
- Platforms and integrations
- Targeting and personalization
- Research and user feedback
A tool that helps you understand what your website visitors like and don’t like, so you can maximize your sales and leads, means that you have to give Crazy Egg a try. It’s one of those tools that you don’t know you need, until you use it one time.
According to the CMO Council, “60% of a marketers’ time is devoted to digital marketing activities.”
Being part of this group means having a sound digital marketing strategy in place- one that incorporates social media marketing, search engine optimization, email marketing and consistent, valuable content that truly speaks to your audience.
To ensure that your online marketing plan succeeds, it also means using the right tools at the right time. It’s my hope that this list will help you in your digital marketing efforts- and bring you the success you seek.
The vast majority of Americans, 78 percent, say they’re “extremely” or “somewhat” concerned about not having enough money for retirement, according to Northwestern Mutual’s 2018 Planning & Progress Study.
And for good reason: A shocking 21 percent of Americans have nothing at all saved for the future, and another 10 percent have less than $5,000 tucked away, the study finds.
That means about a third of Americans have only a few thousand dollars, or less, put away for their golden years.
Meanwhile, a new survey from Bankrate finds that 13 percent of Americans are saving less for retirement than they were last year and offers insight into why much of the population is lagging behind. The most popular response survey participants gave for why they didn’t put more away in the past year was a drop, or no change, in income.
“That’s consistent with federal data that show real wages have barely budged in decades,” Bankrate reports. According to the Pew Research Center, the average paycheck has the same purchasing power it did 40 years ago.
Rant #2 Cold And Flu Season is Coming…
As always, if you have business ideas that you would like to bounce off of us, if you find yourself stuck or have an existing business that is waning; send us an email at Profitablepreparedness@gmail.com and we are happy to help.
*Rant Audio Clip: Property of Warner Brother’s National Lampoon’s Christmas Vacation*
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