1.2 Session Optimize Your Funnel - 123employee.com · 3) Contextual Quality Backlinks 4) Social...

Outsource Live! Dec 2011

123Employee

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More Time, More Money, More Life

SESSION 1.2

Sponsored by:

Optimize Your Marketing Funnel



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Outsourcing Tip Via



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The Marketing Funnel

Phase 1: Attracting traffic to your sites• Afternoon Session:• Marketing Is In Your Gold• Video Marketing

Phase 2: Converting traffic to sales• Keyphrase Feeder Sites:• Squeeze & Sales Pages• Email Marketing


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Who Is In The Room?

Who is a

Seller of Products or a Service Provider ?

Who is an Internet Marketers (making money

through CPA, affiliate marketing, site flipping,

and other online strategies, etc.) ?

Who is an Internet and/or Mobile Marketing

Consultant ?

Who is relatively new to Internet Marketing?



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Why Are People STILL Struggling To

Make Money Online?

• Oversold that it is easy

• Don’t know how attract traffic

• No short, medium, long term strategy

• Poor funnel performance

• They don’’’’t know their role !!!



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You Must Know Your Role

You can:

1) learn marketing

2) hire a marketing

Consultant

3) employ a Marketing Specialist/Expert

4) find a Business

Partner who can help you with marketing


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• Attract Traffic

• Convert Traffic into Leads

• Leads into Followers/Fans

• Followers/Fans into Customers

• Customers into Repeat

Customers

• Customers into referral sources

Improving Your Marketing Funnel

Optimize Your Funnel For Conversion



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I.M.A.C.E.M. BuyOur Formula To Evaluate A Marketing Funnel:

• I am selling ______________________________

• Market (knowing your target market)

• Attract (attract you target market)

• Capture (converting target market into leads)

• Enroll (influencing your leads to buy)

• Monetize (selling, repeat sales, referral sales, etc)

Note: Can be a 5 minute process or a 5 month process



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Your Marketing Funnel


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‘‘‘‘I’’’’: What Are You Selling?

• Before you start building websites, funnels, are

you clear WHAT are you selling?

• Are you clear about your objectives and

Intentions

• Can you finish this sentence:

I am selling ______________________________



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MARKET: Know Your Market

• WHO WANTS what you are offering?

(Specific demographics is helpful to target your

market)

• WHY do they need want it?

• WHERE are they looking online or offline?



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Know Your Customer

Think About The Way Your Customer Makes Buying Decisions


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Your Target MarketThe more you know the easier it is to market to them:

•Sex

•Age

•What do they do?

•Social Media preference?

•What do they Like?

•What time are they online

•Who do they follow?

•Who’s list are they on?

•Colors, sounds, images…

Describe your target market



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Market To The Market Demand

Option 1 Option 2

Decide upon

product or service

and find the market

who wants it

Find the market and

select products or

services to sell to

them



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Find The Flow of Traffic

Learn to get in front of existing traffic !


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ATTRACT: Getting Traffic To Your Site

Online Offline



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Attract: Types of Online Traffic• Organic search results

• PPC / Adwords

• Social networking

• Video marketing

• Article marketing / PR

• Guest Blogging

• Tweets / Status Updates

• Forums

• Coupons / Facebook

Coupons

• Emails

• Affiliates

• Joint Ventures

• Online Radio

• Webinars

• Incoming links

• Contest & Sweepstakes

• Banners

• Placement Targeting

• Retargeting



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Attract: Types of Offline Traffic

• Radio Advertising

• Radio Interviews

• TV Interviews

• As seen on TV

• Magazines

• Newspapers

• Seminars

• Networking

• Teleseminars

• Direct Mail

• Billboards

• Car signage

• Street signage

• Flyers

• Business Cards

• Sponsorship

• Cinema advertising

• Restroom Advertising


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Multiple Marketing Attraction

Methods

You will need to implement multiple

marketing methods to succeed



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Keys for ORGANIC Online Traffic

Keys for organic online marketing are:

1) Selection of Buyers Keywords

(a.k.a. Keyphrase)

2) Approved Content (Articles & Videos)

3) Contextual Quality Backlinks

4) Social bookmarking

5) Browse Rate, Bounce Rate

6) Social Activity: Likes, Shares, RT



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Keyword/Keyphrase Conversion Curve

High Cost& Competition

Low Cost& Risk

Low ProbabilityOf Conversion

High ProbabilityOf Conversion

1 Word Phrases‘camera’2-3 Word Phrases‘digital camera’

4-6 ‘‘‘‘Buyer’’’’ Word Phrases‘canon 250 powershot’


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Use of Keyphrases• Primary Website

• Feeder Sites

• Squeeze Pages

• Sales Pages

• Social Media Siteso Squidoo

o Tumblr

o Hubpages

o FB Fan Pages

• Videos

• Articles

• Tweets



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Long Tail ‘‘‘‘Keyphrase’’’’ Research

• Google keyword tool

o Look at EXACT match

o Look at traffic

o Look for low competition

• Use plugin to see if URL is available (URL Matching)

o DomainEspionage.com

• Other Tools:

o Market Samurai, Wordstream, Niche Finder



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DomainEspionage.com


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Brad Callen’’’’s Niche Finder

Niche Finder (Software)

• Find niche keywords you can dominate

• Locate markets you don’t even know exist

• Returns Google trends

• Locate affiliate programs

• Create articles to promote affiliate

programs



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Spy On Your Competition Keyword Spy, Spyfu

• Spy on your competitors

• See what keywords they are using

• PPC Analysis: see how much they are

spending

• Copy successful campaigns

PPC Webspy (Firefox plugin: what

keywords advertisers are bidding on)



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Micro Niche Finder

NINJA: Micro Niche Finder (Software)

• Find niche keywords you can dominate

• Locate markets you don’t even know exist

• Returns Google trends

• Locate affiliate programs

• Create articles to promote affiliate programs


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Keyphrase Learning Resource:

MicroNicheEspionage.com

• Great training

video

• Great suite of

tools

• Highly

recommended



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Afternoon Session:

Keys for organic online marketing are:

1) Selection of Buyers Keywords

(a.k.a. Keyphrase)

2) Approved Content (Articles & Videos)

3) Contextual Quality Backlinks

4) Social bookmarking

5) Browse Rate, Bounce Rate

6) Social Activity: Likes, Shares, RT



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CAPTURE: Convert Traffic Into Leads

The Capture process (or converting traffic into leads)

is simply getting your traffic to give you their name

and valid email information


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Build Your List

Not just about how many – it is about quality!



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CAPTURE: Convert Traffic Into Leads

The Capture process can take place via:

• Websites (opt in forms on squeeze

pages, sales pages, pop up forms, etc.)

• Sign up forms at speaking events

• Business card drops at trade shows

• Networking events

Most people will NOT make a buying decision on

their first visit to your website (or first encounter

with you), you have to be able to continue and build

the relationship !



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Squeeze Page Opt In Box


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Opt In Box

Name and Email goes

into your chosen

Email Management System

(E.M.S.)



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QR Code-Mobile-FB Like-Opt In



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Squeeze Pages OptionsWhat is best?

• Webpage or FB Fan Pg

• Forced or Optional(to see more content)

• Video or No Video

• On Page or Pop Over

• Headline or No Headline

• Copy or No Copy

• Fancy Graphics or Plain

You just have to monitor

trends and test


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ENROLL Your Leads/Prospects

The Art of Influence• Objective

o develop trust, relationship, commonality (online

and offline share similar methodologies)

• Communicate

o trust, values, expertise, benefits

• How

o engage, educate, entertain, empower



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Enrollment Can Take Place Via:

• Sales Page

• Email Autoresponder Series

• Video Messages

• Webinars

• Teleseminars

• Phone Calls / Text

• From Stage / In Person



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Enroll Via: Email Marketing

• Email Autoresponder Series

• Model successful marketers

• Get people to open your emails

• Don’t try and sell in your email

• Direct people to blogs, videos, webinars


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Creating Email Autoresponders• Ask your VA to research other people / in your

niche

• Have them opt into your competitions email

auto-responder series

• Have them track the emails and copy emails

into Word

• You can edit the series for your needs

• Load new emails into email marketing system



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Email Marketing System (EMS)• Email / Newsletters Systems:

o Awebber

o iContact

o Constant Contact

o etc

• Integrated Systems:

o Infusionsoft

o 1ShoppingCart



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Selecting The Right Backend Platform

Features you might need to consider:

• Shopping Cart

• CRM

• Email Database

• Payment Processor

o Membership Systems

o Affiliate Management

Other Considerations:

• Deliverability

• List segregation

• Ease of use

• Monthly costs


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• Tagging

• Follow-up sequences

• Contact management

• Affiliate management

• Adding products

• Run reports

• Creating email templates

Outsourcing Infusionsoft Tasks



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Infusionsoft – Behind The Scenes



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Enroll Via: The Sales Page� Pre-Headline

� Attention Grabbing Headlines

� Sub Headlines

� Problem

� Benefits (How will life be better)

� Introduction

� Solution Explained

� Credentials

� Testimonials

� Offer

� Bonuses

� Money Back Guarantees

� Closing / Call To Action Statements

� 'P.S' Statements


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Key Sales Blocks

• Headline: 90% of your sales effectiveness

depends on the headline

• Problem: what is the problem you / your

product is a solution for

• Benefits: how will life be better after

buying/using your product or service

• Solution: what is your solution & why is your

solution better



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Attention Grabbing Headline



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Headline Examples


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Features vs. Benefits

People buy into the perceived

outcome of what you are selling



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Many people still confuse

features and benefit

Write down what you

think is the:

• Feature of the clip

• Benefit of the clip

Feature, Functions & Benefits



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What Is The Benefit?

Feature: (What is it?)

It’s a clip.

Benefit: (So what?)

Stops the pen from falling out when you bend

over or move about


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Your Attention Grabbing HeadlineNeeds to be:

• Impactful!

• What is the benefit you provide OR

• What is the challenge you are the solution to?

• What does your visitor needs to read to either

o opt in

o watch your video

o read more

o Etc.



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Time For Some Fun!

Write The Sales Headline

For The Following



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Latest Technology To Access The Internet & EmailYou Can Download 300,000 Applications


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Discover The Most Powerful Business ToolThat Will Help You Become More Productive &

Access Critical Information To Take YourBusiness To The Next Level



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It Just Works!



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Elite brand iron has steam vents, easy storage chord, and a see through water tank


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You’ll Look Amazing, Make An Instant Impact &Make More Sales In Less Than 10 Minutes



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Soft Pillow, 100 Count Cotton, Polyester Fillingwith Pillow Case



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Feeling Tired, Fatigued, Stressed?Discover the latest sleep technology to help you

sleep better, work better & perform better ☺☺☺☺


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Write your attention

grabbing headline !!!

Suggestions:

•The problem you are the

solution to

•What are the benefits

you provide

•A fact that will grab

attention, and why they

should read more…

Your Attention Grabbing Headline



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Recommended Platform



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You can apply sales page copy-writing principles to:

• Regular websites

• Emails

• Marketing copy

• Ad copy

• Videos

Applying Sales Page

Writing Principles To Videos


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MONETIZE: Selling & Beyond

• The Initial Sale: Matching what you are

selling to the type of people you attracted

• Upsells / Downsell’s

• Subscription Sales

• Repeat Sales

• Referrals



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Upsells & Downsells



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Lastly: Test - Tweak - Tune

It’’’’s what EVERY successful marketer

does constantly!


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Setting Up Your Funnel: ReviewStep 1: Market Research

Step 2: Product Research

Step 3: Keyword Research

Step 4: Select Your URL

Step 5: Squeeze Page

Step 6: Sales Page

Step 7: Upsell / Downsell Pages

Step 8: Sales Copy Writing

Step 9: On Page Video(s)

Step 10: Linking CRM/Shopping Cart

Step 11: Add email autoresponders

Step 12: Split testing

SpecialistYou

Who Is Going To Do This?

OR



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Reviewing Your Funnel

(Time Permitting)



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NEXT

The Gold Is In Your Marketing


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1.2 Session Optimize Your Funnel - 123employee.com · 3) Contextual Quality Backlinks 4) Social...

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