How to get targeted traffic for free

You won’t believe how badly I screwed up. Check this out. You’re going to see how we took a website that WAS getting over 1000 unique visitors every day and messed things up so much that it dropped to less than 50 people a day.  EVEN THOUGH we used the exact same traffic sources consistently, every single day. 

Well, I’m going to show you how you can avoid making the same mistake and drive targeted traffic to your website as a result. 

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Rush Transcript

You know how all those hyped-up marketing videos ONLY ever show you the flashy stuff, how they get amazing results and make it look easy, and never show you the mistakes, the reality of what actually goes into building a successful website? Well, I’m not going to do that.

I’m going to show you what actually happens behind the scenes. This is the stuff that nobody talks about because most people who make these kinda videos want to appear flawless, but that’s not real, is it? We all screw up and that’s absolutely normal.

So if you’re worried that your website isn’t doing as well as it could be, or it’s not doing as well as someone else’s, then stop beating yourself up ok? Nobody gets things perfect all the time.

Listen, I’ve been doing this stuff for about 20 years right, I’ve literally devoted my life to digital marketing, I eat, sleep and breathe this stuff, and I’m still making mistakes. It’s perfectly fine to screw up, so don’t feel bad about it, it’s all ok.  

So today it’s all about how I’ve failed this month and how you can avoid making the same mistakes as me. But before we get into things, pause the video now and go create a new folder on your desktop and call it Profit Copilot tips. Or something else descriptive because you’ll be using this later in the video. You see, my videos are designed so you to take action, so you can get the results you want, so do your website a favor and follow along.  

Avatars are essential for targeted traffic

Ok, when it comes to getting traffic to your website, you’ve probably heard of the term ‘avatar’, right? You might know it by another name, ‘customer profile; ‘target market’, ‘buyer persona’, it doesn’t matter, it’s all the same thing and it’s like the first rule of digital marketing, An avatar is just a profile of your ideal client, your ideal customer, or the specific type of person that your blog will speak to. Think of it, primarily as a set of values and interests.

So today we’re going back to basics and figuring out why a customer avatar is so important and how you can create one from scratch, in around 10 minutes. I’ll walk you through it. This is a crucial step because if you mess this up, then you’re not going to get anywhere. So I’ll show you how to make an avatar for your website and I’ll show you how bad things can get when you don’t stick to one of the fundamental rules of digital marketing.

And if you don’t get this right, then you’re not going to be able to SEO your website properly, in a way that gets meaningful results anyway, you’re not going to be successful with building an email list, you’re not going to get conversions, so you won’t make many sales.

You see, the first thing I ask any potential client is “Who are you trying to speak to? Who are you targeting?”… And every now and then, I get a someone who thinks their website appeals to everybody, these clients are typically they’re new to the Internet so I gently explain that a website needs to operate within a fixed boundary, that the content needs to be tightly focused and cater to one specific interest, otherwise it will appeal to nobody.

So have a look at Google analytics, and this is a test website we started at the beginning of the month. This is a website that plays on controversy, it’s a political website but it’s nothing too serious, we’re only investing a few minutes into this each day – it’s actually one we set up just to experiment with and try new things. And as you can see, things started out pretty good, we were getting a good supply of traffic pretty quickly and it looked promising.

Then, towards the middle of the month it peaks and then the traffic starts to fall off. Then we have this slow descent from thousands of people hitting the website, down to just a fraction towards the end of the month.

This is exactly what we don’t want to see. Ideally, we want the traffic to continue growing, or at least level out to a consistent and stable amount. Now, we didn’t change the source of traffic, the only changes we made, were to the type of content being published on the site.

So we started a new website, drove traffic to it, then we somehow steered off course and ended up going nowhere with it. So what happened? What went wrong, and can it be fixed? Well firstly, yes, it can be fixed and I’ll explain how we’re going to do that. You see, here’s what happened.

When we first set up the website, we made an avatar and it worked out great.

We knew:

  • WHO we were speaking to
  • WHAT kind of content to publish
  • WHERE to promote that content

Those three things all worked perfectly together, everything was in sync.

But as the days went by, and maybe you’ve experienced this too, we started to diverge away from what the avatar would be interested in, and instead, we started publishing content that WE found interesting. But everything else stayed the same, the promotional vehicles stayed the same and the traffic sources didn’t change.  

Now, because we often become emotionally attached to the projects we’re involved with, it’s easy to lose focus on what’s actually working and on what’s producing the highest rewards. It’s an easy trap to fall into, and start believing that JUST because YOU find something interesting, then other people will too. And that’s not always the case – in fact, generally, it’s pretty rare when that happens, unless you’re talking to people who share that specific interest.

You see, in this instance, the website started to serve our own needs, our own interests, instead of the needs of our avatar. And this is a very common mistake to make. 

What’s the right template?

Ok, so now we know WHY an avatar is important, how do we make one?

Well, it’s pretty easy to do and we can delve really deep into avatars and go into a lot of detail depending on what stage of the funnel you’re focusing on – especially if you’re planning to sell products and services. But for the moment, let’s keep things really simple and just focus on just the things that will drive the RIGHT KIND of traffic to your blog posts.

So I’ll give you an example right now, and you can use this as a template to build your own avatars. In this example, let’s pretend that you have a blog that’s all about making videos. I’m going to use myself as the avatar because I’m really into shooting videos, as you can tell, and I’m spending a lot of time researching and learning about it all. In fact, I’ve been learning about shooting video for over a decade, so I’m devoted to learning as much as I can about it.

So if you had a blog that was all about making videos, the avatar might look something like this.

 

Interests

Ok, on the left-hand side, we have a list of interests. Keep this as specific as you can, so start with an interest, like ‘shooting videos’… and then drill down a little further and get more specific.

Things like the types of cameras available – I’ve got a few different cameras and I’m always looking at what’s new. I also spend a lot of time reading about editing software, the production techniques and how to get good results – again, I use a couple of different software programs depending on what I want to achieve. Another topic I invest a lot of time and money into is getting good audio for my videos.

At any one time, my desk is covered with 4 or 5 different microphones because each one is used in a slightly different way. Then I’m always looking at places to host videos – which isn’t always Youtube because I need to secure some of my videos and keep them exclusive for my customers. And then finally, lighting is another really important topic that I spend a lot of time learning about. So when you have your own list of topics, you can almost think of these as the categories on your blog.

So right there, even with this quick example, we’ve got a ton of interests we can use to target the right person with.

What do they want?

Then next, we need to think about what your website visitor wants to do, what they want to achieve. In this case, the avatar wants to create high-quality videos, and they want to share solid information. So we need to make sure that the information we give them is really good.

What do they avoid?

Then we move onto the stuff they want to avoid, so here we’ve got ‘amateur advice’, so I avoid information from people who don’t have much experience. I also avoid cheap and low-quality gear. And the production techniques I learn have to be the industry standard, and I’m not interested in taking shortcuts or cutting corners.

Right, so looking at these three sections will tell you precisely what kind of content to create.

Where are they?

Ok, so, now we need to find out where your avatar hangs out online

Here you’re going to be very specific and you’re going to embed yourself in online communities and contribute value to them. Or, you can pay to advertise on them instead. Either way, you’re going to put your stuff in front of these people – and the important part to remember is, these are the people who are SPECIFICALLY INTERESTED in the content you’re creating.

On this section of the worksheet, this is where you list all the Facebook groups the people who you want to reach hang out in. Write down the URL of the mailing lists they’re on, the youtube channels they subscribe to and the forums they post on. Also, include the Reddit subchannels they use and the URLs of blog and websites they read. So write down the website addresses in this section and now you know precisely where to promote your content.

And of course, this is just the tip of the iceberg when it comes to avatars. We can go into amazing detail if we want to but this is enough to get you started with.

So spend a good 10 minutes or so, get this stuff down in front of you, and you’ll have a clear roadmap on what type of content to make and where to promote it. And when you do things this way, you’re keeping the three fundamental parts of your marketing strategy in perfect alignment.

So the things you need to think about are…

  • What are your ideal website visitors interested in?
  • What makes them happy? What do they want to achieve?
  • What makes them angry? What do they want to avoid?
  • And then finally, where do they hang out? Which places do they congregate in, in large numbers?

Remember at the start of this video, I asked you to make a new folder on your desktop? Well, that’s because I’m giving you a copy of the worksheet we’ve been using. So you can download a blank one right now, so just print it out, fill in the gaps and you’ll have an avatar done in about 10 minutes.

And when you do, I can almost guarantee that if you match the right content to the right audience, you will experience greater success.

And remember at the start when I showed you the stats of a test website that we set up a few weeks ago? Remember how it got decent traffic at the beginning, but because we didn’t stick to the avatar we lost a lot of traffic? Well, it’s really simple to fix this, we just start using the avatar again. So everything we publish has to be in line with what the avatar wants, and not what we want. It’s simple, right?

Here’s what happened when we went back to using the avatar, and as you can see traffic is starting to increase again. It’s going in the right direction now and it’s happening fairly quickly because we’re putting the right content in the right places.

Right, so today you’ve seen what happens when you don’t use an avatar, and that means driving traffic to your website is very difficult, you’ve learned how to create your own avatar and how to put the right content in front of the right audience.

Ok, so I hope you’ve found this to be immensely, and if you have then you might like my other videos, and you can get them when you join my mailing list at profitcopilot.com/subscribe.

Ok, that’s about it from me for today, thank you for checking this out and I’ll see you again next week.

How a single blog post got 831,224 viral hits for free

What if in just 3 simple steps, you could drive MASSIVE amounts of targeted, VIRAL traffic to your website, for free – and without having to spend hours slaving away writing content?

If that sounds useful to you, then sit back and check this out.

Today I’m going to show you exactly how I got over 800,000 laser targeted visitors to a single blog post, for free, and without investing a great deal of time. So by the end of this video, you’ll know how to get tons of targeted traffic to your blog for free.

I’m going to give you a real life example of how I’ve personally used this technique to get hundreds of thousands of people to ONE of my blog posts.

Look at this:

So obviously traffic is important because it’s the lifeblood of any website, and this is a great way to attract viral traffic to your blog.

Leverage What’s Already Working

What I’m going to show you today is how to find content that is ALREADY popular, and how you can ethically take some of that popularity and direct it to your own blog. So we take something that’s relevant to your audience, something they’ll find interesting, and you re-frame it slightly and add some extra value to it. So you’re improving it, just a little bit. In addition to that viral content that people love to share, you’re delivering a small amount of extra value to your audience.

I’ll run you through this step by step in a second because the three simple steps we need to take are:

  • Step one: Find a popular video on Youtube that’s relevant to your niche.
  • Step two: Add value – So we need a couple of paragraphs of original content that either explains the video or expand on it.
  • Step three: Put your blog post where it will be welcomed, valued and shared.

Ok, let’s see the end results of using this strategy. This is one of my blog posts about internet marketing, in particular, Search Engine Optimisation, and as you can see, it’s received a lot of traffic, around eight hundred thousand page views.

And to get this, all I did was take a video about Search Engine Optimisation. It’s from ‘Search Engine Land’, and it’s a straightforward video, it’s only around three minutes long and it explains what SEO is.

There are hundreds of videos like this on Youtube. But what I was interested in, was the number of views, which here, is a lot.

So, I took that, and here you can see what I’ve done with it. I’ve just pasted it into a blog post, I’ve given it a catchy headline and I’ve added a very short article that took around 10 minutes to write. Is it simple stuff right? Amazing results from leveraging the popularity of other people’s videos.

And this is also great for the person who’s video you’re using. You’re not taking anything away from them, in fact, you’re helping them by spreading their video around and getting more people to watch it. Video creators invite this because their stuff can be embedded into blog posts. So it’s a win-win.

Ok, so let’s go through it all step by step, and I’ll show you how to find the right kind of videos to use.

Find The Right Video

Right, we go to Youtube, and let’s pretend you’re blog is all about ‘weight loss’. For the moment I’m going to keep things fairly general but you can apply whatever works for you here, so I’m going to search for ‘weight loss’ and hit ‘Search’. Great, now we have a list of videos to choose from but we need to narrow it down a bit further, we want to find the ones that are going viral in your niche. We use viral videos because we already know it’s content that people will share. And the whole purpose of this so to get people sharing your posts.

So here we have a ‘filter’ button, click that and choose ‘this month’. Now it’s changed the list to only show videos that were uploaded in the last few weeks. But we need to narrow it down a second time. So click on ‘filter’ again, now choose ‘View Count’, and this will bring back the most popular videos that were uploaded this month.

Now take your time to go through the results pages and choose a relevant video that your audience will find useful.

Add Value

Once you’ve made a choice, just paste it into your blog post and give it a catchy headline. I like to include numbers in my headlines because it stands out and people tend to respond better for some reason.

Then, when I added a small amount of value, I just give some facts and figures that the video didn’t have. You can do that too, or you can give a re-cap of the video. My process for the actual meat of the blog post is to imagine the visitor is on a journey, they’re consuming knowledge that takes them from one place to another, and it’s my job to help guide them in taking the next step.

So, I think about what my visitors need to know NEXT, once the video has finished. What’s going to be the next natural step for them to take, in their journey? So I’m using the video as a starting point, and then I’m carrying them forward with my own brand of education.

Promote It

Ok, so how do you get eyeballs on your blog post? Well, the good news is, this is the easy bit. In pretty much any niche you can think of, there are hundreds of devoted groups and communities out there where people crave information.

In addition to adding value, your job is to put your blog post in front of the people who are keenly interested in its valuable content AND who are likely to share it. Think about places like Facebook groups, Google communities, Reddit subchannels, bulletin boards, anywhere that large numbers of people in your niche hang out.

Remember to be respectful of the community rules, and I’ll also give you a word of caution about using Facebook groups for this. The aim is to get people to share your post, and they CAN’T do that easily if you’re posting in PRIVATE or SECRET Facebook groups, so that’s something to consider. You’ll be better off to invest your time to share it on PUBLIC only groups, that way you’ll get more people sharing the post – and that’s the whole point of this strategy.

Ok, so now you know how to leverage other people’s content, in an ethical way that delivers value to your market, and that lets you drive huge amounts of traffic to your website for free. So that’s all good.

But before I go, let me give you one extra bonus tip. In a previous video I told you about the importance of pixeling your traffic, so you can engage with your visitors and continue to deliver value to them after they’ve left your website. To do that you just copy and paste the facebook pixel code onto your blog and then you can continue to make offers.

So imagine the power of combining that technique with this strategy. If you’re building an email list, this approach is a stealthy, yet ethical way to get thousands of email subscribers pretty quickly.

Ok great, so if you’ve found this useful then you might like my other ones and you can get them when you join my mailing list, at profitcopilot.com/subscribe.

Right, that’s all from me for today, thank you for stopping by and I’ll see you again next time.

How to profit from cold traffic

Today we’re going to talk about how you can increase your revenue, by setting the right goals for your website and how you can actually profit from cold web traffic.

Podcast Version

Rush Transcript

Before we get started, let me give you an example of the end result of getting this right, ok. Have a look at these actual stats from a website we set up JUST a couple of days ago. This is obviously Google Analytics and here we can see that we’re already getting over a thousand visitors a day, to this brand new website.

Let me tell you about this ok, it’s pretty interesting. Before we did anything with this website, before we installed any themes, or published any content, before we did anything, the very first thing we did was decide on what the traffic level should be. In this case, for this website, we decided that 30,000 people a month would be a good figure to work with. That’s around a thousand people a day so we gave ourselves a week to hit that target, for the website to start receiving a thousand people a day. We actually smashed that target and got there on day 2, so the day AFTER it went live, we hit the target, and this is all organic too, which is amazing right?

As you can see we only started sending traffic to this site a couple of days ago, so the bounce rate is going to be high. And if we go down to see which languages the traffic speaks, so we see that 82% of the people who visit this site speak American English, –  this is the most valuable type of traffic to have. Next, we see 9% are UK English, and then finally we see that 2% are Canadian English. So this means that more than 90% of the traffic is made up of English speaking visitors, and that’s very profitable traffic.

We actually want 70% of the traffic to come from just three countries. The goal we decided on at the start was that at least 70% of the total traffic would come from the USA, Canada, and the UK.

Now let’s confirm that at least 70% of the traffic is actually coming from those top three countries. And there we see that over 60% comes from the USA, 11% from Canada, and 7% comes from the UK. Now if we add all this up, we’re again smashing the target that we set, because 80% of the traffic comes from these countries.

Now, you might be thinking, what if all this was just a fluke? Well, to prove that setting goals are important, I’ll show you another example in a second.

But listen, I could show you the traffic I get to my flagship website, but I’m not going to do that because I think that would be unfair to you because that site has been online for ages, it gets millions of hits, I’ve never spent a penny on advertising, and it’s even had its own TV show – which is less exciting than it sounds, but it’s unlikely you’ll have that kind of leverage. So instead, I’m only showing you results from brand new websites, to show you what’s possible when you start setting goals. I only want to give you realistic targets that you’ve got an actual chance of achieving.

Ok, look at this site, which again is another brand new website – and this is collecting stats with Jetpack. I like using Jetpack because the data is right there inside the WordPress Dashboard, but I think it can slow down a blog. So, I don’t think I have to explain this too much, but the target we set for this website was again a thousand visitors a day, and again we smashed it. In fact, as you can see, we frequently get more than four times the amount of traffic we expected.

So, how did we do this? Well, it really all starts with setting the right goals. I mean think about it, when you invest your time into making awesome content that you feel proud of, and that you’re passionate about, you deserve to earn something back from it, right? The traffic sources don’t matter too much, as long it meets the right criteria which I’ll go through with you in a minute.

This is great because you can pull traffic from anyplace you like – and the thing is, not to get too hung up on any single traffic source. We can get traffic from anywhere really, social media, from the press, from search engines, from other blogs, it doesn’t really matter, there are loads of places we can get traffic, that’s the easy bit.

Knowing what types of traffic exist, and to do with each type is the tricky thing. This is important because if you don’t set the right targets then your website is just wandering aimlessly. That means it’s not getting the amount of traffic it needs, it’s not getting the right KIND of traffic, and it’s not making the revenue level you want. The cool thing is though, it’s up to you to set your own targets. That’s why we build websites and blogs and create content right? So we can live life on our own terms, and the website is a reflection of that, so you get to decide what kind of results you want.

So when you start setting goals, you know where you’re going, you know how much traffic you need, you know what kind of traffic to get and you know how much revenue that’ll make.

Now, from this point forward, I’m going to assume a few things ok. The first one is, I’m going to assume you know who your audience is. So many bloggers can’t answer this question, and if you still don’t know who’re audience is, go have a look through the Profit Copilot videos, and I’ll show you how to find out exactly who your target audience is.

This part is important because if you think that your audience includes EVERYBODY, that it’s a general, non-specific audience, or you think that your blog will appeal to everybody, then you’ll actually end up reaching nobody. The worst thing you can do is put content in front of someone who isn’t specifically interested in that type of content.

If you do that, you’ll repel traffic from your website, probably forever. I need to repeat that because I’m seeing some of you guys making this mistake. Choose a single topic for your blog, and publish content that’s ONLY about that topic. If your blog is about technology, don’t publish stuff about weight loss, unless there’s some angle that relates to technology. Keep your message consistent. Keep your content tightly focused on one area.

So if your blog isn’t getting any traction at the moment, double check that you’ve got this fundamental step done and you know exactly who you’re talking to. Go watch my videos about this and you’ll get it fixed. Ok, so I’m going to assume a few more things ok. I’m going to assume that you have a website and you’re creating some form of content. And then I’m going to assume that you have an advertising budget, even if it’s a small budget – this is probably how you’ll drive traffic to your site. Finally, I’m going to assume that you already have, or that you’re planning to have, some kind of sales engine or some way to generate revenue from your website. If you don’t have that yet, don’t worry, we’ll go through that in another video.

So with all that in mind, if you recall, I had a previous video where I showed you the three layers, the three levels of a sales funnel – I showed you how the top of the funnel is all about creating awareness, planting seeds, introducing people to your brand, to your content, and to your message.

Then I showed you the second stage, the middle of the funnel and that’s all about how people will start looking for solutions to their problems, they’ll be appraising products and they’ll be looking at yours. Then, finally, we have the bottom of the funnel, the conversion stage, where people become buyers.

Traffic Temperature

For each of these stages, we have a different type of traffic for each one. At the top of the funnel, we have cold traffic, at the middle of the funnel we have warm traffic and that the bottom of the funnel we have hot traffic.

Now, this isn’t anything new or groundbreaking, in fact, it’s the standard way things are done, right? It’s a tried and tested formula that most people use. That’s how we know it works, right? You know me and you know I only stick with the stuff that’s proven to work over a long period of time. And this is what works.

So, let’s dig a little deeper into the top layer, the top of the funnel because this is where you have the greatest amount of exposure, this is where your message will have the largest number of people consuming it. Most bloggers just live at this stage and some aren’t even aware that other levels exist.

Now, here we are dealing with cold traffic. That means most of the people who visit your website or see your adverts don’t know who you are, and they’ve never heard of you or your business. Cold traffic is important because it’s the lifeline of your business, it’s the new blood you’re putting into your business.

And I know that cold traffic isn’t as exciting as other types of traffic because it doesn’t generate immediate sales, but it is important because, without it, most of your revenue can dry up. If you’re not reaching out to new people, then you’re not getting fresh leads and you won’t make any sales, so your business will stop growing. And listen, if you have a new website or a new business, then all of your traffic is going to be cold.

So at this stage, at the top of the funnel, it’s all about creating awareness and seeding ideas. So you’re creating awareness about your business, you’re catching people’s attention and you’re giving them value. You’re also letting your visitors know that they might have a problem that you can help them with. And when you start delivering value, you start to build a relationship and start to build trust with them.

But a mistake that I’m seeing lots of people make, and even people who should really know better, people who’ve been at this stuff for a few years, I’m seeing lots of awesome bloggers and content creators pouring cold traffic on middle of the funnel offers, and even on bottom of the funnel offers.

Listen, guys, if you’re sending cold traffic to a sales page, and expecting people to buy from you without getting to know you first, then you’re setting yourself up for disappointment. Sometimes I hear that a traffic source doesn’t work… for example, sometimes people will tell me that Facebook ads don’t work, or that Google Adwords don’t work. When I look at the system they’ve put in place, more often than not, it turns out that they’ve got the stack wrong.

Most of the time, they’re sending cold traffic to a sales page – which of course doesn’t work, and then they blame Facebook or whatever place they’re advertising on. If you’ve done that, or if you’re currently sending cold traffic to a sales page – and not getting the results you want, then stop. You’re not at the right stage of the relationship to ask for the sale, it’s like walking up to a complete stranger and asking them to trust you. It’s just not gonna happen, right?

So I’ve got a better way of doing things. The best way to approach cold traffic is to think of it as a way to introduce yourself. I personally use it as a way to say to people “hey there, my name is Mick and I’m going to show you how to make your website more profitable. Here’s what you’re going to learn from me that will enable you to do X, Y, and Z…”.

So there’s actually 3 things at work here, I’ll tell you about them in a second. Ok, so first let’s figure out what the goals of cold traffic should be, this is what you’re trying to achieve, what you’re trying to accomplish from your campaign.

Ok, I’ve just said the word ‘campaign’, all that really is, is just a way to engage someone and run them through a sequence of events that results with them buying your product, or taking whatever action you want them to. And since, we’re talking about campaigns, the truth is, every stage of your funnel is just a different type of campaign. And they’re really easy to do. If you’ve been following my videos then you’ll already know how easy they are to make.

So now we’re going to talk about the goals of your cold traffic campaign.

There are three steps here; the first one is to introduce yourself,  then we pixel, and then finally we segment. I’ll go through each of these in more detail now.

The first goal is obviously to introduce your brand and deliver value. We put your message in front of the people who want to hear it, then you deliver value which builds trust, and establishes you as an authority.  The second goal is to deliver a pixel to your audience. That means when someone visits your website, they’ve expressed some kind of interest in you, right? So we use a small piece of code, don’t worry, the code is just copy and paste, it’s really simple, and it lets you re-engage people after they’ve left your website.

How it works, is like this, let’s say someone visits your website and reads a blog post. You can then run ads on social media that will show up for that person. So you take cold traffic and you pixel them, so you can continue the conversation with them at a later time. Even if you’re not running ads at the moment, it’s still a good idea to pixel your audience because Facebook collects that information, and you can get a better idea of what your visitors are interested in.

The third goal is segmentation. Now, this is really clever because you’re targeting the specific interests of your audience. This is really powerful. It works like this, imagine that someone reads one of your blog posts and it’s about… house-training a labrador dog. Let’s pretend that your website is about dog training, and your visitor is reading a blog post about Labradors. We know they are specifically interested in Labradors. So we look at dog training as a broad topic, and labradors could be a sub-niche. This allows you to make specific offers to that person. Another example could be, let’s say you have a technology blog and it’s all about phones. So phones would be the broad topic, and you’d have subtopics – like iPhone and Android.

So with this formula, you’re introducing yourself first, and delivering value, then you’re sending a pixel your audience so you can re-engage them later on, and then you’re segmenting them so you know their specific interest, so you know which offer to make to them.

So that’s incredibly powerful, right? Now we need to know what to say to the cold traffic, we need to know what to talk about. We need to know what kind of offers to make, and by that, I don’t just mean what products to sell them, I also mean blog posts and PDF reports and videos, and anything else that you can give them.

This is important because, if it’s not something that’s of interest to your visitor, no matter how great your ad is, and now matter how great you are at getting traffic, it won’t matter because your visitors just won’t respond to it.

So I’m going to give you a list of the most common types of content to give to cold traffic. So the first one is also the most obvious, and that’s blog posts. And this can be educational or practical, it can help them to solve a problem or show them how to do something. At this stage you’re not asking them to do anything yet, you’re giving them something of value up front, without asking for anything in return. So this type of content is great to give them first because it helps them to see you as an authority.

Ok, the second type of content we can deliver to cold traffic is a social media update, just a promoted post on Facebook is enough and it’s a great way to show the personality of your business and to really speak to your target audience. They are also great ways to grab attention. Next, we have videos, these are similar to blog posts because it’s a great way to teach people.

Then we have podcasts, another great way to prove that you know what you’re talking about before you ask them to buy anything. We’ve also got a quiz and a survey, both awesome to give to cold traffic because they interest people.

And then finally there are lead magnets. So we can give away content in exchange for email addresses. So you give them something that they want and something that they find helpful. I’d be cautious about using Lead magnets at this stage because sometimes they’re better used on warm traffic.

You see, lead magnets can be used for both cold traffic AND warm traffic, so they’re ok if you need to generate leads quickly, but you’ll get better results with warm traffic. You see, I didn’t want to leave this stuff out because lead magnets exist in both stages, but generally, the top of the funnel is all about providing value before asking your traffic for anything in return. This can vary from niche to niche, so if you’re in a business to business niche, you might be better off with using a lead market up front.

I’ve personally had good results with offering a lead magnet first, so it might be something you want to test for yourself. Some markets respond really well to these.

So to help you really understand the process, let’s have a look at an example. Here we’ve got a Facebook ad from Thrive Themes. Now I love these guys, they inspire me and I really like their style. So this is one of their ads that I see in my news feed, and as you can see it’s just a normal ad and it links to a video they made. They’re just giving away valuable content and building a relationship that way. It’s a short 10 or 12-minute educational video. Really simple stuff right?

Of course, they encourage visitors to go further into the sales funnel on this page, they invite people to subscribe to their mailing list. But at this stage, at the top of the funnel, I would guess that this content is also being used to pixel the traffic, so they can start selling to it later on.

Ok, here’s another example for you, and this one is from copywriting course – another company that I’m happy to endorse because they do awesome stuff. And again, it’s a straightforward Facebook ad, and this one also links to a page full of content and establishes the trust that way.

Right, one final example, just to demonstrate the point one last time. Here we can see a Facebook ad from Active Campaign. Another company that I respect and admire, and as you can see, the ad links to a page full of content that delivers massive value up front.

Ok, so, all these companies have a few things in common. They’re all industry leaders, they’re all highly trusted and respected, and they all deliver value first, before asking for a sale.

Well ok then, so now you know how to benefit from cold traffic, and you know it’s the starting point for most websites, so you know how to embrace it and you know how to use it to your advantage. So; know who your audience is, and no matter how you’re diving traffic to your site, decide on a realistic number to aim for to keep your traffic levels somewhat consistent – and then you have some basic figures to work with.

Then we’ve got the three steps to engaging cold traffic, which is to introduce yourself while delivering value – which in turn builds trust, then pixel your audience so you can follow up with them again later on, and lastly segment them so you’re giving the right offers to the right people.

I’ve also showed you the right kind of content to provide to cold traffic, so blog posts, social media updates, videos, surveys and quizzes all work great. And lead magnets can be used too. And then finally I gave you some examples of how leading companies manage their ‘top of funnel’ strategies. So you’ve seen how Thrive Themes does it, how Copywriting Course does it, and how Active Campaigns does things.

Right, that’s a lot of stuff, isn’t it? So you’ve probably got some new ideas, and fresh motivation and inspiration. So I’ll call it a day for the moment so you can get rolling with this stuff and start seeing amazing results.

Ok great, I hope you’ve found this to be of awesome value and if you have found this useful, you might like my other videos and podcasts that will help you get outstanding results, and you can get them when you sign up at profitcopilot.com/subscribe.

Thank you for joining me today and I’ll see you again next time.

7 Easy Ways To Make Viral Content

Today I’m going to show you how I get millions of people to read my blog posts, and how you can do it too.

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Today we’re going to talk about content marketing because it’s an area that I’ve had success with for a number of years, and I’ve had multiple viral hits, so I thought it’d be cool to share my approach, so you don’t have to deal with writer’s block and you can create awesome content that drives LOTS of traffic to your website.

So today is all about blog posts, and how to generate fresh ideas for content that people will love to share. Because I know what it’s like when you’re waiting around for traffic to show up on your blog, or when you’re waiting for inspiration to strike and nothing happens, it can make you feel really unproductive, maybe it can make you feel like a failure and it’s also frustrating, right?

Sometimes it can feel easier to just call it a day and stop blogging, well I’m here to show you why you shouldn’t give up and to give you some motivation and new ideas that might help you to overcome those periods of doubt, which we all have and it’s perfectly normal.

So I’m going to show you how to make brilliant content that draws people to your website.

Now, you can get some awesome results with this, and I’ve been using this approach to create viral content for a long time. In fact, I’ll show you an example. Ok, before I show you this, remember that the niche doesn’t matter because you can use this for any kind of blog. Me personally, I’ve used this to drive traffic in a few different ways and I’m going to show you a couple of examples.

And the examples I’m going to show you are the most basic kind of blog posts too, there’s nothing special about these ones, not even any images are being used, no video, nothing fancy. So I’ll show you the most basic type of blog post and then I’ll give you some ideas to make your ones a lot more interesting.

 

Ok let’s start with this article, ok this is one which is about Google Profiles and how they can be useful to businesses. There’s nothing fancy about this, nothing particularly groundbreaking about it, it’s just a useful piece of content that gives help and advice.

And as you can see, we’ve got around a million views on this post, and hundreds of comments. We actually had to turn off the comments off on this because the amount of moderation was just crazy, and too much work. But that’s a great problem to have, right?

So as you can see, this is a pretty ordinary blog post that anyone can write. There’s really nothing special here.

 

Right, let’s have a look at another example, this blog post is different to the last one because it’s a completely different topic – so this stuff can work for almost any niche. Ok, and here we can see again that we’ve got around a million page views and almost a thousand comments. Again, we had to turn off the comments for a while until things settled down.

These results aren’t too shabby, right? Well, let me show you how this can work even with highly controversial topics, so look at this one.

Ok, this blog post is about conspiracies, it’s gained over two million views and over a thousand comments. As usual, we turn off the comments when they become too many to handle. And in fact, this post is less than a hundred words in length. So it’s not some piece of epic content that took hours to write.

So now you’ve seen what’s possible, even with run of the mill types of posts, let’s go ahead and see WHAT you need to do in order to create outstanding viral content for your blog, then I’ll show you HOW to do it. And I’ll give you some handy shortcuts so you don’t have spend hours writing.

Ok, I’m going to give you the 7 types of blog post that you can use to draw in viral traffic. And this is also great when you’re stuck for ideas and looking for something to write about because I know lots of people want to start blogging but they feel confused about the whole traffic thing, so don’t worry that’s perfectly normal. I know there’s probably a million questions running through your head right now, so let’s knuckle down see what kind of posts work best.

Right, the first type of post we’re going to look at is called the ‘reaction post’, these are really quick to make and usually do better than the stuff that you spend hours working on.

What you do is, you find a popular infographic, or find a popular video on Youtube from an authority figure, or an expert in your niche, so you’re looking for videos that have a lots of page views, lots of comments, very popular videos and infographics that will be of interest to your audience, and that are from an expert figure in your niche.

So you just embed this content on your blog, and you react to it. It’s so easy to do, and the content has already been proven. You already know it’s popular because of the high number of page views. And you already know the content is good because it’s popular.

So you just embed the video into your post and react to it. It doesn’t have to be video, you can use infographics, slide shares, audio, and the people who own these videos and other embedded content will be very happy to know you’re sharing their content. They specifically allow videos and other embedded content to be shared in this way, that’s why the creators allow it to be embedded.

So use content that has already gone viral. It’s a really easy post type, it’s a fast post type and it’s an effective post type. You’ll get lots of traffic from these types of blog posts.

And the creators want you to share their content, they actively encourage you to share it because it’s good for them, and it’s good for you.

Ok, so next we’ve got the ‘vital stats post’. And this is a curated list of stats ok. People love stats, it gives them confidence in things, it gives them reassurance and it lets them feel educated about something.

So what you do is curate a bunch of stats around a certain topic, pull stats from a range of sources and list them on a blog post. This is a great type of post to outsource to someone else because there’s a bit of research involved, so get them to find all the good stats and pull it together for you to present and frame in your unique voice.

And don’t forget to link to the source of the information too. You see, with this post type you’re likely to pick up a lot of links, and a lot of people will want to use your research.

Presenting the information in charts and graphs is also a great way to explain the research, it makes it easy for people to understand and share.

Ok next we have the ‘authority interview’ which is another type of blog post that can draw huge amounts of traffic to your site, and you can borrow the credibility, the celebrity, the authority of people through one of these. And you might be surprised by who’s willing to do an interview with you. I’ll give you an example, a few years ago I read a book which I absolutely loved and found really interesting, it had nothing to do with marketing it was actually about politics and I had questions about the book. There were things that I wanted to know, and I realized that because I have questions then other people reading this book might have the same questions too.

So I reached out to the author and I asked if I could interview him on one of my websites, and he agreed. Now chances are you’ve never heard of him, but you might have heard of one of his books – because it was actually made into a massive Hollywood movie. You’ve probably heard of a movie called ‘The Men Who Stare At Goats’, right? It was huge, it had George Clooney in it and it had Ewan McGregor in it too, and probably some other big A-list Hollywood stars. So the guy who wrote that agreed to do an interview on my blog and we got huge amounts of traffic from that.

Another example ok, have you heard of a movie called Fight Club? Well the guy who wrote that was very open to being interviewed by my site, now there’s a whole backstory about that and I won’t bore you with it here, but basically, I screwed things up and made a mess of it. But even through messing things up, I got some pretty cool results.

I mean, around once a month we have film studio people actually ASKING US to do interviews with their talent, to help promote their movies. They send us loads of free stuff, and recently we were invited to interview Jean-Claude Van Damme of all people, we didn’t actually follow that up because it would have required international travel and the numbers didn’t work for us. But it’s still nice to be asked, right? So the interview post type can lead to some interesting places.

Ok, the next post type is the ‘expert opinion post’, and this is another one that you can outsource. Again you’re borrowing the authority of other people, so you go out and find interesting quotes, compile them together and list them on the page as advice from industry experts.

So you take a problem, and then list solutions in the form of expert advice, just a sentence or two, a short quote from authority figures. You can also turn this into an infographic. Either way, you’re going to get a nice supply of traffic and promotion. And the experts you feature might mention it on social media too. It’s a great way to get traffic.

Next, we have the ‘roundup post’, so with this one you ask a single question to a small number of people. For example, you could go out and ask four gardeners ‘what’s the best way to grow awesome tomatoes?’, and then you pull their answers together and turn it into a blog post.

I’ll give you a good example of this with Ike Paz… on his blog ‘Internet Marketing Gym’ he did something similar. So look at this, and here you can see that he just asked nine experts how they get traffic to their websites. Simple question right, but awesome results for Ike because everybody gave a different answer. And then I think almost everybody he asked went out and shared this post with their audiences. It’s very powerful.

Now we have the ‘curated post’ type. So you go out and you curate lots of different content and pull it all into one single post. So you might want to go find some videos to embed, maybe infographics, images, and you pull it all into one post and summarize everything, and link back to the source. These are big long posts, and most of the content is curated. If you’re going to use images, make sure you have permission to use them.

Ok next up we have the ‘Video stills post’, So go on Youtube and find a very popular video, find a viral video in your niche, and then take a series of still images from the video and summarize all the steps in the video.

This works really well for how-to videos. So you find a VERY popular video in your niche, you play the video and take a snapshot of the video at each stage of the tutorial, and then you write about each of those stages. Don’t forget to link to the original video or embed it above or below the written part.

Ok, I said that I’d give you seven types of blog post to use, but I’m not, I’m actually going to give you one more bonus type, so in total, you’ve now got 8 types of blog post to drive viral traffic to your site.

Ok, so now for the last one, number 8, which is the ‘list post’ type. These are big posts and they increase your click through rates, they increase the scroll rate, they increase the amount of time someone spends on the page because they’re long lists of high quality, engaging content.

So let’s find out how to make one these posts. Ok, so you’re going to curate a bunch of great content together into a list on your blog. The content you choose to list has to be viral though, so its stuff that you already know is proven to work. So how do you find viral content? We use a website called Buzz Sumo, and that will find the viral stuff for us. Now Buzz Sumo does cost money to use it fully, but they do have a free version so you can get started with that and upgrade if you’re using it a lot.

So you can type in any keyword and then find a list of vital content that’s already working, so you can see what content is being shared on social media. So you want to include a lot of the content you find here and put it into your list post. You use Buzz Sumo to track down the most viral stuff and then curate that into your blog post.

I’ll give you an example here if we type in something like… grow tomatoes, you’ll see a list of the best performing stuff with those keywords – and this is the stuff you’ll take and curate into your post.

So you’re not doing any serious research, you’re not doing anything that requires a serious amount of time or investigation, you’re just looking for what works, and then sharing it.

You can also search by content type with this too, so if you just want to use infographics or videos, you can find them easily. Or you can create a hybrid, a mix of post types on these big lists, so you can throw in reaction posts, quote posts, you can really mix things up and have a unique style for each of these list posts.

Ok so, there we go. Now, remember at the start of this video I asked you to create a new folder on your desktop? Well, you’re going to use that right now. In addition to this video, I’ve also made this chart that we’ve been using, available to you. So you can keep this and use it as a permanent reminder in case you get stuck in the future or in case you forget what you’ve learned here today. So somewhere under this video, you’ll be able to download and keep this handy graphic that I made for you, in your new ‘Profit Copilot’ folder.

Ok, awesome, so that’s about it from me for today and if you give each one of these a try you might be surprised by the results you get. And they can all be outsourced too if you want to take that route. Right, I hope you’ve found this to be amazingly valuable to you and if you have, then you might want to get more videos from me like this one by going to profitcopilot.com/subscribe. Ok, thank you for watching and I’ll see you again very soon.

How To Protect Your Business From Google – Before It’s Too Late

It was a scorching hot summers day in 1998, I was 18 years old and it was my first ‘proper’ job interview.

The guy sitting on the other side the desk, my potential boss, was just a few years older than me.

Smiling from ear to ear, he looked at the computer monitor as he beamed “your websites look good. You’d be a good fit here”.

All those months of hard work were about to pay off and I could feel my heart pounding through my chest.

Then he looked at me and narrowed his eyes, “but can you optimize them for search engines?”.

There was a long silence between us. I could feel the panic creeping in.

“Erm… I don’t know.. Uh.. I don’t what that means, is it important?” I asked nervously.

He started laughing, shaking his head in dismay as he stood up to shake my hand.

“Thank you for your time Mick but I’m sorry, we need someone who actually understands web marketing”.

My heart sank. I felt humiliated and dejected. I’d spent months learning how to build websites.

Back then if you wanted to build a website you had to code in Notepad by hand. There was no WordPress, no themes, not even any WYSIWYG software like Macromedia Dreamweaver.

I left the building feeling like a complete failure. And then on my walk home, I got angry.

But I wasn’t angry at him, I was angry at myself for not being prepared, for not understanding an important part of ‘this Internet stuff’. I was going to use this anger to my advantage, to improve my skillset.

The problem with being self-taught is that you never know where the gaps in your knowledge are until it’s too late. And then it can be a painful lesson to learn.

Immediately, that very same day I consumed as much information about Search Engine Optimization (SEO) as I could. In the following days, I learned how to do it, and it was pretty easy at first.

In fact, I never stopped learning. Years went by and I still paid close attention to changes in the search engine algorithms, how websites fluctuate as a result, then adapting and refining the optimization process to make sure my client’s websites stayed where they were supposed to – at the top of the Search Engine Results Pages (SERPs).

Over time, everyone in the SEO industry had to experiment through trial and error. Seeing results for a short period, then re-engineering sites to make them climb back up the ranking.

Through examining the Google patents, finding potential correlations between them and taking educated guesses at how each signal influenced the SERPs, we eventually figured out what worked and what didn’t.

And before long, I’d spent an entire decade getting websites to the top.

Then after around 15 years of SEO, I started to notice a disturbing pattern emerging across the industry; legitimate high-quality websites were being penalized by Google. Clean websites with authoritative backlinks from good neighborhoods were dropping like flies.

It didn’t make any sense.

White-hat SEO techniques had suddenly become black-hat.

It wasn’t the first time it had happened, but this time it enabled me to understand something important; You shouldn’t build your home on someone else’s land.

Especially in business.

Google has a history of doing this; encouraging particular techniques and touting them as a great way to SEO a website, only to punish websites for going along with it.

We have plenty examples to choose from, but the one that caught the attention of bloggers everywhere is guest blogging. In 2014 Google decided that guest blogging was no longer a viable option, after encouraging the practice for years.

Guest blogging, like most promotional methods, has been abused by unethical marketers. However, Google’s algorithm clearly isn’t smart enough to tell the difference between legitimate guest posts and spam posts.

The collateral damage to small businesses that depended on SEO was immense.

Risky Business

So it hit me.

There are millions of businesses out there, all dependent on Google to drive conversions to their website.

It freaked me out. I became deeply concerned for any blog, e-commerce store, affiliate, any website that needed Google to survive.

Almost every single one of them oblivious to the enormous risk they’re taking.

Should the big G make a slight change to the algorithm, then BOOM – thousands of businesses destroyed in a flash, and potentially thousands of lives ruined.

A common mantra from bloggers is “algorithm changes are good, they weed out bad sites”.

If that was true, I’d agree with them.

Another one I often hear; to stay in Google’s good graces, all you need to do is “have good content and have good backlinks”.

This is naive.

But I can’t blame them for believing it. Google are fantastic at PR, they push this idea and a lot of bloggers simply accept it without question.

In some ways, this gives us an advantage – while they’re all falling over themselves to appease the Google Gods, the rest of us can get on with getting the kind of traffic that matters.

I’ll tell you how to get that kind of traffic in a minute, but first, when it comes to SEO, there are 2 core practices you need to be aware of.

On-site SEO and off-site SEO.

On-site SEO is the stuff you can control; page title, meta data – the page description and keywords. SILO, keyword density, and sitemaps are all under your control too, and a whole bunch of other stuff.

Off-site SEO is largely the things you can’t control; things like the number and quality of inbound links to your site, media mentions, reviews etc.

Control is vitally important for maintaining longevity in your business.

Traffic That Matters

We know that when comes to SEO you have no control over the position that Google chooses to give you.

But do you have control over ANYTHING?

Facebook accounts can be banned, the same with Adwords, blogs can refuse to do business with you. Does control exist?

Well, yes it does.

I learned from Russell Brunson that there are 3 types of web traffic:

  • Traffic that you don’t control.
  • Traffic that you do control.
  • Traffic that you own.

It’s the aim of the game to own as much relevant traffic as we can.

I’ll explain this to you in more detail.

Traffic that you don’t control

This is traffic from search engines, social media, and other websites. This is the traffic that you have no control over. Someone can link to you, stop linking to you, and there’s nothing you can do about it.

SEO, if you’re lucky, results entirely in traffic you can’t control. This is organic traffic and people proudly boast about it.

It’s free traffic, which is great. But it should be considered as supplemental and not the main source.

Every time I hear someone boast about how their traffic is organic, all I’m really hearing them say is “I have no control over the longevity of my business, and its survival is at the mercy of other companies”.

Traffic that you do control

These are traffic sources that you can influence. Facebook Ads, Google Adwords, YouTube Ads, solo ads, etc all provide traffic that you control.

You decide on what degree of targeting you want, you decide on the entry points into your funnel, and you decide how your message is framed.

Given a choice between this kind of traffic, and organic, this is more valuable.

Traffic that you own

Both of the previous traffic types can become the third type; traffic that you own.

This is the best, most valuable type of traffic to have and it’s what gives your business longevity. It also gives you predictable and consistent results.

This kind of traffic is made up of your email subscribers, your RSS subscribers, your followers, the people who’ve taken direct action and made a commitment to receiving more of your content.

These are typically, but not exclusively, the people who become your customers.

So obviously the smart thing to do is to focus on getting more traffic that you control.

SEO does have a place in the equation, it can generate supplemental free traffic so it shouldn’t be ignored – but it absolutely should not be your sole promotional vehicle or only source of traffic.

Unstable Results

Just today I was speaking to someone who told me he’s making almost $60,000 per month just from SEO traffic.

It’s a major achievement and something to be immensely proud of.

I asked him how much of that was going back into other areas of promotion. Nothing, it turned out.

That’s understandable – when the sun is shining it’s hard to think about rainy days.

But for his business, right now there is no safety net.

I asked him to think about the way Google’s algorithms frequently change.

He’s placing a lot of trust into a company that has a track record of being highly unpredictable.

Only a few hundred high profile websites are seemingly immune to Google updates, and his website isn’t one of them. Chances are neither is yours.

Maybe you’re doing everything ‘right’ and you’re playing by whatever ‘rules guidelines’ Google are enforcing this year.

But what happens in 2, 5, 10 years down the road when Google’s algorithm is nothing like it is today, even if you’re doing everything ‘right’?

SEO is temporary.

I’ll give you an example. Let’s pretend that your website benefits hugely from one of the ways Google ranks a site, called Clustering.

I’ll give you an example. Let’s pretend that your website benefits hugely from one of the ways Google ranks a site, called Clustering.

Should Google change the way it handles Clustering, that is likely to have a massive impact on your business.

You haven’t been penalized. You haven’t done anything wrong. Google just changed their recipe slightly and you got hit in the fallout as collateral damage.

This happened a while ago and many businesses suffered.

You can adapt and experiment to find out what changed, and maybe recover in time if you’re one of the lucky ones.

But what about the stuff you have no control over or can’t make any changes to?

Google likes to keep an eye on your websites past.

If Google decides to change the way it handles things like Document Inception, or how it likes Growth Profiles to look or the way it expects Historical Data to read, then you’re in serious trouble.

No amount of fresh content and no amount of authoritative backlink can save you. The only thing that can, is a time machine – or a new website.

The Saftey Net

The good news is that we have a multitude of other traffic sources that are more reliable. They’re also cheaper than SEO, faster and you can track your results more effectively.

How did businesses generate sales before the Internet? They advertised.

That word, advertising, scares a lot of bloggers. It used to scare me too.

It seemed like an expensive and risky option while the thought of free organic traffic was more appealing. But apart from the issues I’ve mentioned already, I also found another big problem with organic traffic; they’re not buyers.

Unless you’re specifically targeting, and achieving a good rank for purchase orientated keywords, then most of the people who visit your site aren’t in buy-mode, because they’re in research mode. You can siphon a small percentage of them into your funnel but conversion rates are always low.

In my experience, it’s easier, quicker and more profitable to just go directly to the people who want to buy, help them for free (really), and then ask for the sale.

I’ll explain more about this process in a minute.

If you’re doing this in addition to your SEO efforts, then you’re building a safety net for your business. Should anything happen to your position in the SERPs, it won’t impact your bottom line as much.

It means you’re taking control back of your business.

But where to advertise? That’s the easy bit.

Find out where the people who need your stuff hang out online. Find the blogs, forums, groups, where they look for help and put your advert in front of them.

The tricky part is getting them to click on the ad.

That’s why solid ad copy that grabs their attention and piques their curiosity is essential.

And even that isn’t too difficult once you include the main benefit of your product in the headline.

The New Lead Acquisition

Once you stop relying on Google to keep your business alive, things become a lot more steamlined and a lot less confusing.

Things also become predictable and you can clearly see which methods are providing you with a good Return On Investment (ROI)

This means you’ll know exactly how much traffic you need in order to break even.

The great thing about advertising on the Internet is that we can follow up with website visitors – I’ll call them leads from this point onwards.

Before the Internet, advertising was hit and miss – and the main way to track the effectiveness of an ad was to use a coupon.

The reader had two choices; either seek out your product and buy it or ignore the ad. If they chose to ignore it, you would have probably lost the sale forever with no way to re-engage with them.

Today we have a third choice, and it’s the smart way to do things.

We turn visitors into leads – they have the opportunity to become a prospective buyer.

This doesn’t work for all business models, but if you’re a blogger then you’ll want to sit up and take notice.

Here is how it works:

  1. A visitor clicks on your ad
  2. They are offered free content
  3. They are offered a product

It’s simple, right?

We ask them to opt-in to our mailing list, where they can receive high-value content that will help them to solve part of their problem. At this point, they become a lead.

Once we’ve demonstrated that we can help them, we offer them an upgrade option to buy if they feel our stuff is a good match for their needs.

If they decide not to purchase, we can follow up with them via email, and we can retarget through Facebook and through Adwords, to entice them to take action.

If we want to, we can blitz their online experience with our message – you can place your offer at their every turn. It’s incredibly powerful.

Automation

Becoming their virtual stalker isn’t something I feel comfortable with, and it’s my opinion that they will either buy from you or they won’t and no amount of advertising can convince someone to buy a product they don’t want.

But staying in regular touch with them, the way a friend does is smart.

And we can ramp things up yet again by understanding the behavior of our leads.

The great thing about this; most of it can be automated.

That means that once you create a campaign, it can be hands-off and run automatically in the background while you get on with running the parts of the business that you enjoy.

For me, it’s creating content and that’s where I like to put my focus. I automate the ‘selling’ side of things.

We can create automated campaigns that speak directly to our leads. With email marketing, it’s possible to trigger sequences based on the actions that a lead takes.

For example, if your lead expresses interest in one type of content over another, we can automatically send them more of that type of content.

Let’s pretend that you’ve sent 2 emails to your list. The first one on Monday, and it’s all about apples. The second email on Tuesday is about oranges.

If your lead opens on the email about apples and ignores the one about oranges, it’s possible to make sure the lead receives ONLY emails about apples.

This results in a refined, laser targeted campaign that speaks directly to the needs your prospects.

All this gives you a lot more control over your business than SEO, and it’s easy to see why so many bloggers are no longer investing so much time and money into the practice.

And when you think about it, if you’re investing your time and energy into creating awesome content that your visitors want and value, then you’re already doing everything that Google says it wants you to.