Right now there are thousands of people on the Internet searching for someone just like you to help them.
So today I’m going to share a website marketing strategy that will let you tap into free traffic, build a highly targeted audience, and hopefully help you make some money along the way.
Table of Contents:
- What Are The 2 Website Marketing Strategies?
- Advertising VS Content Marketing
- The 3 Marketing Channels
- 3 Stages Of A Sales Funnel
- Website Content Formats
- How To Get Content Ideas?
- How Often To Share Posts On Social Media?
- Goal-Orientated Content
- Built-In Website Marketing Strategy
- Creating Your Marketing Strategy
- How To Repurpose Content
- Tracking Your Results
- Why And How To Segment Email Lists
- How To Build An Audience
- How To Monetize Your Audience
- What’s Next?
What Are The 2 Website Marketing Strategies?
Today I’m going to give you a fantastic website marketing strategy that helps you to connect with an audience and then convert them into customers.
There are two ways to get customers on the Internet.
The first way is to advertise, and the second way is with a content marketing strategy.
Advertising VS Content Marketing
This means you can either buy the audience, or you can build the audience. Advertising is ‘push marketing’, whereas content is ‘pull marketing’.
You see, advertising interrupts people and asks for their attention, but content attracts people who already want to give that attention to you.
Content allows small businesses to level the playing field, it gives the little guys a fighting chance against big corporations that seem to have unlimited ad budgets.
Now the thing is, nobody is out there searching for ads, right? Nobody wants to share ads on social media, and nobody wants to opt-in to an email list so they can receive ads.
But they do for good content.
So that’s why I’m a massive proponent of content marketing above advertising. Content pulls organic traffic to your website.
The 3 Marketing Channels
So when it comes to organic traffic, there are really only three channels that we can use.
- Search engine optimisation
- Social media marketing
- Email marketing
The first one is search engine optimisation to get traffic from Google, Yahoo and Bing. Then we have social media marketing to get traffic from Facebook, Twitter and Pinterest. And then finally we have email marketing to get traffic from people’s inboxes.
For me, email marketing is the most powerful because it gives full control.
3 Stages Of A Sales Funnel
There are also different types of content for each stage of the sales funnel.
Sales funnels have three stages:
- Top of funnel
- Middle of funnel
- Bottom of funnel
We can use top of funnel content to create awareness, then middle of funnel to build trust and motivate, and then we have bottom of funnel content to remove objections and make sales.
Now, when you engage with your audience or you attempt to create content, it’s important to have a very clear idea about who you going to talk to.
You have to be very specific. So I’m going to show you how to do that in a couple of minutes, but first you need to think about the content formats you’d like to use on your website, social media, and email list.
Website Content Formats
There are three core website content formats.
- Video content
- Written content
- Audio content
The first format is video, which is what I tend to use the most because I believe that video is king.
If the content is educational it can deliver enormous value. And I think it builds trust faster because it lets audiences read body language. They can get feel for who we are as people they can see when we’re actually genuinely interested in, or passionate about topic.
And they can tell when we, as marketers, really do want to help them.
Okay, it takes a little bit of time to get your head round making videos and building up the confidence to do it. But in the long run, it really is worth it.
Then we also have written content, usually in the form of articles, blog posts, and news reports.
Articles and blog posts are good for long-term search traffic, if the content is evergreen and educational.
Audio content, typically in the form of a podcast is good for conversational or educational content.
How To Get Content Ideas?
So how do you get content ideas for your blog? We’ve got a few options:
- Conduct original research
- Look at your emails
- Look at FAQ sections
- Find patterns
- Rewrite your old content
But listen, I know that it’s easy to say something like “content marketing is the way forward”, but really what does that mean? What do you really do?
How do you come up with content ideas?
Well, it’s probably easier thank you think. First of all tap into your existing audience if you have one.
And if you don’t have an audience yet, we’re going to talk about that and how to build one later on – using other people’s websites.
A fast way to get content ideas for your blog, or another marketing channel, is to conduct original research.
So if you can, tap into your existing audience and look at the emails that you receive. If you frequently receive similar emails, or maybe even just a couple of times, that tells you that people are interested in that specific topic, or they need an answer to a specific question.
If you find yourself responding with the same answers via email, that’s a really good idea for a blog post.
In addition to that, think about the things that people should be asking you, but they’re not.
If you’re really stuck for ideas then take a look at the Frequently Asked Questions section of other other websites.
You can also examine the content on other websites. What we do; look at what other websites are talking about and we really drill down into the topics that keep reappearing.
Another strategy is to just rewrite your old articles. But don’t rewrite them under a new URL, keep everything the same, besides the content.
If you rewrite old content that’s not performing well in the search engines, that’s going to give you a bump.
Or there’s a shortcut here, if you want to learn about content curation – where you can take other people’s content and legally use it.
Knowing how often to share your blog posts on social media can be tricky to figure out, without the right data to support your decision.
And for that reason, we should be tracking everything we do.
To accurately know how often to share blog posts on social media you need to monitor your results. So keep track of the articles that are generating the most leads.
If people tend to subscribe to your emails list from a particular blog post more than others you can put that in heavy rotation on social media.
That ways you’re absolutely getting the best results from what you’ve got, with very little extra work.
It’s okay to repost things on social media because 100% of your audience is not going to see 100% of what you produce. It’s perfectly fine to repurpose and talk about the same topic over and over again.
If you’ve watched every single one of my videos you would have noticed that I often go to things that I’ve covered previously. And that’s because I know it’s most likely that are you haven’t seen every single one of my videos.
It’s the same on social media. Not everybody will read everything you post, so sharing multiple times is perfectly acceptable.
The important thing is to watch how many people share it, and how many people opt in to your email list. That’s really that’s where your profit is going to be – it’s through your email followup sequence.
That means your content has to be goal-orientated.
You have to know what your end goal is going to be.
Every piece of content must motivate your audience to take some kind of action.
That call to action should promise them a way to achieve more results. You can even explicitly ask them; do you want more of this?
If they do, then can subscribe to your email list.
Built-In Website Marketing Strategy
Now, when it comes to creating content, you have to have your marketing strategy already in mind.
A lot of bloggers or content creators will just create content without really thinking about it to much. They’ll just create article after article and then hope that it ranks in Google or hope it gets some traction.
We don’t want to do that.
We need to have promotion in mind. So even before you even create the content you know how it’s going to be promoted.
So ask yourself; where does it belong naturally?
What problem does it solve?
Where do those people hang out? Where are you going to find the audience for that piece of content?
Create your content with these questions at the very forefront of your mind. You have to think about where it’s going to be promoted. You build content around specific marketing channels.
Creating Your Marketing Strategy
To help you get the maximum bang for your buck I want you to answer these questions.
What are your target keywords?
Think about the key phrases that you’re going to use. Are people actually searching for those keywords?
You can validate that really quickly. An easy way to do that is to type your keywords into Google and if the search bar brings back a list of suggestions then you know that people are absolutely searching for those keywords.
Also think about your headline.
Think about the emotional impact. You need a hook that’s going to pull people in. We need to have the keywords and we need to have the emotion.
Also, what is your call to action? Get really specific on what you want people to do and why you want them to do it once they’ve consumed your content.
Then ask yourself; how are you going to collaborate with other people?
Who might be good person to team up with? Who could you work on a project with.
Also think about the visual aspect of your content. Think about how the images you use will resonate and mean something to your audience.
So have a look at what other people are doing in your space and match what other people are doing, because you know it works.
I’ve tested this out on my Youtube channel. You’ll notice that I tend to try out lots of different thumbnails and the ones that usually work best are the ones that fit in with the rest of my industry.
Once you’ve made your content, think about what it’s going to link to. You probably have other pieces of content so what are you going to link to?
What will the anchor text be?
About where can this content get links from?
What pieces of your content are going to link to your new piece? Which other websites that might link to it too?
Also how can it be repurposed?
How To Repurpose Content
Repurposing content is a way to increase your audience, faster. You take your existing content and turn it into multiple formats, and promote those across the internet.
So how can you repurpose content into smaller chunks or change the format?
If it’s a blog post, can you read that out on camera? Can you turn it into an explainer video? Can you upload that to Youtube? That’s another piece of content without doing that much extra work.
Can you extract the audio from that video and turn it into a podcast? Not only that, can you break down individual sentences or quotes into images and repurpose those across Instagram or Pinterest?
In addition to that, think about your email subject line.
Because we’re not just going to create a piece of content and then leave it, we have to promote it.
What will get people to open and read that email?
Now, a little tip that I really strongly suggest is; instead of taking a massive article and just putting it inside your email and then sending it, only take a small portion.
Maybe just a paragraph or two with a link to your blog will be enough.
Tracking Your Results
We need to know what’s working.
An easy way to track your results is to use the Google Campaign URL Builder.
Create a URL with that tool, and then promote it across social medial and inside your emails.
Now every time someone clicks on it, your Google Analytics will be notified and you can easily track which campaigns are working for you.
Why And How To Segment Email Lists
Chances are when you’ve been doing things a little, while not all of your list will be receptive to all your emails.
So you want to segment your email list, ideally by topic.
This makes sure that people content you produce gets in front of the people who want it.
So if you have an article about affiliate marketing, you would only send that to the people on your list who’ve expressed an interested in it.
You can start the segmenting process even before they subscribe to your email list.
If you want to segment your email list by topic, you can have a different call to action for each category of your blog. Each call to action has a separate email list.
So no you’re going to get better results over time. Your email open rates will be higher and you’ll have a better level of engagement too.
But what if you’re completely brand new and you don’t have an audience yet?
How To Build An Audience
The fact is, it takes a long time. So here’s how to build an audience by leveraging other people’s.
What I I recommend you do; publish content on other people’s platforms, for a little while at least.
So here we’re going to borrow an audience first. We can do that through guest blogging.
What I want you to do is go out and pitch other people’s blogs that are relevant to your niche. But listen, all those big name blogs are getting pitched all the time. So you want to approach smaller or mid-level blogs instead.
However, to give yourself the best possible chance of getting featured on other people’s blogs, we are going to have to publish on your own one first.
But thankfully you only need a couple of articles.
So what I want you to do is publish maybe two pieces of really high quality authoritative pieces of content on your own blog first. I am talking about 2000 or 3000 word articles.
And then you have something of substance that other bloggers can see, that tells them you can produce high quality content.
Spend 50% of your content creation focused on guest blogging, borrowing that audience and then linking to your own website from inside the guest blog.
Over time that’s how you’re going to grow an audience.
How To Monetize Your Audience
Now that your content is ready, it’s time to monetize your audience.
For that, we need a monitorization system.
But if you don’t have a monetization system ready yet, then you’re not really ready to implement this website marketing strategy.
You absolutely need a sales funnel in place. That’s going to convert strangers, or cold traffic, into leads, or warm traffic, and convert leads into customers, or hot traffic.
Your top of funnel content is going to be a blog post. Then your middle of funnel content is going to be an email sequence and then your bottom of funnel content will be a sales page.
The purpose of a sales page is to remove objections that stop them from buying, and explain the benefits that motivate them to buy.
Now you have a machine that automatically converts strangers into customers.
All you need to do now is fuel it with targeted traffic.
If you want to get targeted traffic go to profitcopilot.com/traffic and I’ll show you how I got over 30,000 website visits just every day for free.