Take two lessons from the first chapter of your training course or your ebook.
Turn one of the lessons into a free blog post, and use the other lesson as a lead magnet.
The free blog post will most likely be an introduction, it will help your prospect realize exactly what the problem is and how they need to solve it.
And then because the second part is the lead magnet it creates a very natural progression.
This makes subscribing to your email list feel like the next natural step for someone to take.
Or alternatively another way to run a campaign could be; take the best lesson from your course, one that delivers the best possible results in the shortest amount of time, and turn it into a lead magnet.
That piece of content will be transformational, it will move your prospect from A to B, and by the end of the lesson they will be able to accomplish something new.
When you structure your campaign like this, buying from you also feels like natural step.
I’m gonna show you how to get instant traffic to your website and then I’m going to show you how you can capitalise on that traffic by using the correct type of sales funnel.
Today is all about media buying.
There’s a lot to learn so I’m going to simplify it and make it really easy to understand.
3 Columns of Paid Traffic
When it comes to paid traffic sources we’ve got really three main contenders:
When you first starting out with digital marketing (if you’ve been around a while then you’ll have experienced this), it’s tempting to try lots of different traffic sources but that’s not the best approach.
For best results, you’d usually start using one of these columns until you gain mastery in it before moving on to the next one.
Most people will start with Facebook Ads because when it comes to targeting, it’s precise and it’s still the best option for paid traffic, but you do pay for it – the clicks are expensive and that is only going to increase in time.
Then secondly we’ve got solo ads and these are really good if you want to build your own email list.
The traffic that you get is still targeted, but it’s not quite as targeted as Facebook.
You will be able to target the people who are generally interested in your niche but of course you won’t be able to drill down and target if those sub-interests.
And then, the third column that we’ve got are media buys.
This tends to be mass market so it’s less targeted and you have to try to appeal to wider interests.
When it comes to media buys you really want to use top of the funnel content – and I’ll show you how to do that in a second.
But first what is media buying, exactly?
What is Media Buying?
We use native advertising networks to buy space on other websites, blogs and news websites.
On sites that offer media buys, there’s a little section at the bottom of each article – and you’ve probably already seen them before.
When you scroll down to the bottom of an article you’ll see a section that looks like content on that website, but in fact it leads to a third party website.
Most major-league websites sell media buying space, like most big news organisations and high-traffic sites.
There are a whole heap of companies like that provide media buying space on high profile websites; Outbrain and Taboola are the most recognise but if you type ‘native advertising network’ into Google then you’ll find a lot of companies that allow you to buy advertising space fairly cheap.
Once you’re all set up, you’ll need a way to profit from all that traffic.
The Media Buy Funnel
I’m going to talk you through the media buying funnel.
As I mentioned, you’ll want to use your top of your funnel content when using this strategy.
A typical funnel will work like this:
In this example, you’ll have an article on, say Fox News, and at the bottom of the article you’ll have the media buy sections that link to your website.
A visitor lands on your site, they read your blog post and from there you can direct them to your sales page.
That is a basic funnel for media buying.
The reason you have your a piece of content in the middle between Fox News and your sales is because if there are any problems with your offer there is no comeback Fox.
All they have done is send traffic to your piece of content – and the selling takes place another step away from Fox.
But we can improve this media buy sales funnel little bit:
So what we might do is; when you advertise on Fox News or equivalent, you drive traffic to your piece of content and actually inside the blog post you have some way they can subscribe to your email list.
Maybe in this example you’re going to use a content upgrade.
Then immediately, as soon as a visitor subscribes to your email list, you present them with a one-time offer.
And then your core offer.
That is a more sensible way of doing things.
This way you’re a capturing them as a lead, instead of asking them to buy from you just once.
So now that they are on your email list, if they don’t buy your one-time offer or your core product, then you can send them into nurture sequence where you can send regular emails, begin to warm them up, and then start selling to them again once they’ve got to know you a little bit better.
Media Buy Tips
There are a few things to remember when using media buys.
They won’t accept straight adverts or squeeze pages so you have to send the traffic to a good piece of content.
So don’t do the selling on that page, use it as a way to warm up the traffic – maybe make them aware of a problem or give them some actionable steps.
Don’t give them everything on this page, provide just enough info to whet their appetite.
And then tell them how they can get more of your content, use that as a way to get them onto your email list.
So obviously you’ll need a blog for this.
If you’ve been following my videos and my podcast and blog posts, you’ll know that for a long time now I have been encouraging people to start their own blog.
This is one of the main reasons why.
The Future of Advertising
I believe this kind of marketing is going to be the future of advertising.
Using top of the funnel content to deliver value to your audience, to warm them up and bring them further into the sales experience is the way to go.
Delivering absolutely value upfront, even before asking your visitors to take action (such as subscribing to your email list or buying your product), helps the sales process feel like a natural evolution instead of forced.
If you haven’t done it yet, go set a blog set up in anticipation, and preparation, for the new way to promote offers.
It’s probably going to come a lot sooner than you expect, because at some point in the very near future it will be expected that you promote your content first, instead of your offer.
Limitations of Media Buying
Secondly, remember that with media buying you have access to a mass market.
That means you’ve got very limited targeting.
Industries like weight loss, financial services, and dating tend to work really well, but don’t let that limit you or stop you from trying things out.
You can have success in other niches, but you’ll need strong copy and your headline is gonna have to be killer.
When you have all these things in place, content that delivers value, and a funnel that’s ready to capitalise on the incoming traffic, you can profit from it very quickly.
But just like everything else, it takes time to figure things out probably and to become a master at it.
You’re gonna have to test, tweak, and fine-tune it as you.
If you don’t get the results you want then change it and try something else.
Imagine the process like trying to tune in a radio.
You’re trying to find the right signal, and when you hit on something you’ll start getting the results that you deserve.
I’m gonna leave it there for today, if you’ve found this useful then share it with your network.
The 90 day content marketing challenge is now complete, and I’m gonna run you through the results.
I’m going to explain why I did it and we’re going to look at whether or not you should consider doing your own 90 day content marketing challenge, too.
What is the 90 Day Content Marketing Challenge?
I’ve been creating one piece of content every single day for the last 90 days, and uploading it to the Internet.
This is an experiment that I’m running to see how much of a following I can build on the Profit Copilot YouTube channel for free only using organic traffic methods.
As you probably know I’ve been doing minimal promotion, almost no marketing – so I haven’t been aggressive with my Facebook posting, and I haven’t been aggressive with my email list promotion.
Now it would be easy for me to invest money into advertising to market the channel in ways that I usually would but I’m not going to do that.
I’m trying to put myself in a similar position to most of the people who will be consuming my content and I want to go from their point of view, starting at the same point as you.
Really, I want to demonstrate that you can build a brand, you can build an authority using free methods and without investing hundreds or thousands of dollars into promotion.
I’m going to show you the results of this experiment.
But first let me tell you a little bit about the experience and how I found this journey.
I have absolutely loved creating content for you.
It has been hard at times and there has been days when I have just wanted a day off.
But I haven’t taken any time off because, if you’ve seen my previous blog posts and videos, you’ll know that I talk about discipline a lot.
So it would be kind of wrong of me to have weekends off while insisting that you have to work continuously to get make an online business a success.
I don’t believe in the ‘do as I say, not do as I do’ thing.
As much as I love creating these blog posts and videos, I will only do this for as long as I can give absolute value to you.
The moment I think I have run out of things to say and things to teach you then I’ll stop doing all this.
But I’ve been doing this for 20 years, I’ve been doing digital marketing since I was a teenager – that’s when I first started learning how to build websites, so I have 20 years worth of experience and knowledge to teach you.
And I can probably spend another 20 years teaching you stuff.
So I have literally got thousands and thousands of ideas for videos and for blog posts and there’s no way I’m ever going to run out of stuff to teach you.
You know, as much as I would like to take a day off, it’s actually not that big of a deal to me.
When I started my very first blog, I grew that to 4 million hits a month, and I did that through not taking the day off for about three years.
I started in 2004 and worked right the way through to 2007 without a single day off.
In fact the only time I did take time off was when I was rushed to hospital and I had to have surgery.
If that hadn’t have happened I would have continued, but those three years really paid off.
And it still pays off today.
Years later I’m still reaping the rewards, so I feel like discipline is on my side.
Although it took a while to get there, and to the point where I don’t worry about all things that I’m missing out on because I know that, in time, it will be worth so much more to me than watching that TV show or going out for that meal or hanging out with friends.
So before we get into the results I’m going to remind you of the type of content that I have been putting out there.
If you have a look through my previous videos you’re gonna see how we drove 800,000+ people to a blog post.
You’re going to get traffic generation strategies that you cannot get anywhere else because, as far as I know, its brand new stuff that nobody else is teaching.
And I’ve put that in these videos I’ve give that to you for free because I genuinely want you to build an awesome business that gives you the life of abundance and freedom and security that we all deserve.
In the videos I’ve given you list building strategies, I’ve shown you how to make lead magnets and how to make your own products and online courses.
I’ve shown you how to create ad campaigns and I’ve given you everything that you need to know for free, to set up and maintain a successful Internet business based around the things that you love.
I feel qualified to teach you how to do it because I’ve done it myself.
So let’s talk about the YouTube stats.
The overall picture from the last 90 days
Overall, there has been a steady level of growth. While it may look like the results are up and down, we’re moving in the right direction, when compared with the previous 90 days.
Compared with the Previous 90 Days
Now we can see the level of growth a lot clearer.
The blue line, which is the most recent 90 days, is clearly above the orange line, which is the previous 90 day period.
Growth of Likes
Things start to come into their own when we examine the amount of likes we’re receiving.
The previous 90 day period saw 84 likes, less than 1 per day.
The current 90 day period sees 384 likes, more than 4 per day and an increase of exactly 300 likes.
Again, looking at the amount of subscribers we’ve received we can see the level of current growth dwarfs the previous 90 days.
The previous 90 day period received 69 subscribers, less than 1 per day.
The current 90 day period has received 185 subscribers, more than 3 times the amount.
So to sum up:
The overall watch time is up.
The average view duration is down a little bit.
The total views are up by quite a lot.
The likes have gone up
The dislikes have gone up.
The comments have gone up.
Shares have gone up.
Playlists have gone up.
The total number of subscribes gained over the last 90 days comes to 185.
I’m really pleased with these results.
Around two people a day are subscribing, so that’s not too bad.
I’ve seen other people who have done the 90 day challenge end up getting around 30 subscribers as a result.
So I’m pretty happy.
The average review duration has gone down. Let me explain why.
What has happened here, I think, in the last year I used to make very long videos – around 15 – 20 minutes long.
When I started doing this challenge the length of my videos dropped right down to 3 – 5 minutes long.
So I think that the average view duration has dropped because I’m creating shorter videos – which get a higher engagement rate, which people seem to prefer because I get straight to the point.
I no longer try to explain things in multiple different ways to cater for everybody.
In every video I just give them the meat of what they need to know.
The channel has certainly grown in the last 90 days as a result.
And remember hopefully the content I’m creating will compound over time.
The channel will continue to grow even without me, or without me creating new content.
But for every piece of new content that I do create, it will continue to compound over time.
When we look at the big picture I’m really pleased how things have worked out – it’s only 90 days and we have seen growth and we are moving in the right direction.
I’ve created a lot of lifetime assets for my business.
In fact, I’m so pleased with the results that I’m going to extend the challenge to 120 days.
So we’re not done yet.
And even when we’ve reached the end of 120 days, there’s absolutely no way I’m gonna stop creating videos for you.
I love it too much.
It feels like I’m helping people in such a meaningful way.
Video has now become a cornerstone of my business.
But let’s do another review in a month and see where we are on day 120 – if I can do it without a day off.
Should you do a 90 Day Content Marketing Challenge?
Now, if you are thinking about doing your own 90 day challenge I would say; make sure it is about a topic that you feel absolute passion for.
Make sure it’s something that you love because you’re going to have to dig deep and when you dig deep to create the content you will unleash a whole world of new ideas.
And interestingly, the very reason why you think you’re creating content right now might change it, has certainly changed for me.
Also, one very last thing.
Thank you to Miles Beckler because without him I wouldn’t have started this challenge, so if you’re reading, Miles, thank you.
Ok, I’m gonna leave it there for today, but listen, this stuff is important, right?
What we’re doing impacts people’s lives – it really does help them to improve their situation.
This is important stuff so share it and get it out there; let’s get more people becoming achieving more independence, security and abundance, and ultimately more freedom.
And they’ll probably be really thankful to you when you do share this with the – and it helps me out in a massive way too.