Shoe Money Tools Local Affiliate Marketing Guide

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ShoeMoney Tools Guide To Local Affiliate Marketing Why Did I Write This Guide? Everyday people ask me how they can make money online, especially since many people have recently lost their job in light of the economy. These people are looking to online marketing as a way to make money. In the past, I have written many guides on different ways to make money online. When I find something lucrative, I show people step‐by‐step what I have done to generate cash so they too can achieve success. It's a catch 22. Sure, I love spreading this information and helping others, but the downside to having a massive reach is that as soon as I write about something, the field becomes massively saturated. With local affiliate marketing, however, I believe the possibilities are endless. It's truly the new frontier of the industry. As with my previous guides, the following information provides you with a step‐by‐step approach showing you that ANYONE can setup a local affiliate program and start generating revenue. Not only will I show you exactly how to setup a local affiliate program, but I will also show you real examples unveiling the real tactics I use to help me and my customers profit. Fortunately for you, I can be very transparent and honest in this guide because my little, local market is full of affiliate fruit that's ripe for the picking ‐ just like your community!
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Transcript of Shoe Money Tools Local Affiliate Marketing Guide

  • ShoeMoneyTools

    GuideToLocalAffiliateMarketing

    WhyDidIWriteThisGuide?

    Everydaypeopleaskmehowtheycanmakemoneyonline,especiallysincemanypeoplehave

    recentlylosttheirjobinlightoftheeconomy.Thesepeoplearelookingtoonlinemarketingasa

    waytomakemoney.Inthepast,Ihavewrittenmanyguidesondifferentwaystomakemoney

    online.WhenIfindsomethinglucrative,IshowpeoplestepbystepwhatIhavedoneto

    generatecashsotheytoocanachievesuccess.It'sacatch22.Sure,Ilovespreadingthis

    informationandhelpingothers,butthedownsidetohavingamassivereachisthatassoonasI

    writeaboutsomething,thefieldbecomesmassivelysaturated.Withlocalaffiliatemarketing,

    however,Ibelievethepossibilitiesareendless.It'strulythenewfrontieroftheindustry.

    Aswithmypreviousguides,thefollowinginformationprovidesyouwithastepbystep

    approachshowingyouthatANYONEcansetupalocalaffiliateprogramandstartgenerating

    revenue.NotonlywillIshowyouexactlyhowtosetupalocalaffiliateprogram,butIwillalso

    showyourealexamplesunveilingtherealtacticsIusetohelpmeandmycustomersprofit.

    Fortunatelyforyou,Icanbeverytransparentandhonestinthisguidebecausemylittle,local

    marketisfullofaffiliatefruitthat'sripeforthepickingjustlikeyourcommunity!

  • Section1:WhatisLocalAffiliateMarketing?

    Beforeyougoanyfurther,it'simportanttounderstandthebasicdefinitionandconceptof

    affiliatemarketing.Let'stakemyoldjobsellingwashersanddryersatSears,forexample.HereI

    workedon100%commissionandwasonlypaidwhenthecustomer(or"user")purchaseda

    washerordryer(or"completedanaction").EssentiallyIwasanaffiliatemarketer.Formoreofa

    textbookdefinition,Wikipediadefinesaffiliatemarketingas"anInternetbasedmarketing

    practiceinwhichabusinessrewardsanaffiliateforeachvisitororcustomerbroughtaboutby

    theaffiliate'smarketingefforts."Affiliatemarketingisalsooftenreferredtoasperformance

    marketing,performancebasedmarketingorCPA(CostPerAction)marketing.

    Normallywhenyouheartheterm"affiliatemarketing"itisreferencetoanaffiliateprogram

    foranationalstore,brandoradvertiser(likeBestBuy,Dell,Amazon,Apple).Intoday'sonline

    world,nearlyeverymajoronlineretailerhasanaffiliateprograminwhichyougetpaidfor

    drivinguserstocompleteanaction,whetheritispurchasinganitemorsubmittinganemail

    address.Moreoftenthannot,mostcompaniesrewardyoumosthighlyforsales.Perhapsthey

    payyouaflatfeeforeachcustomerpurchaseormaybeyougetapercentageoftheamountthe

    userspentonthesite.Eitherwayaffiliatemarketingcanbeveryprofitable,thatisuntilthe

    nicheissaturated.

    InthisguideIwillshowyouthatinlocalaffiliatemarketing,thepotentialforextreme

    profitabilityisthereandthelikelihoodofsaturationismuchless.Let'sbeginbylookingatlocal

    cardealershipasanexample.

    1.CarDealershipATheactiontheywantcompletedisforthesalesman'sphonetoring.They

    arewillingtopay$10percall.

    2.CarDealershipBTheactiontheywantcompletedisalistofleadsofpeopleinterestedin

    carsemaileddaily.Theyarewillingtopay$5peremail.

    3.CarDealershipCTheactiontheywantcompletedistheywantacarsold.Theyarewilling

    topay$200percarsold.

    Nomatterthefinalgoaloractiondeterminedbythebusiness,thebottomlineisthatyoureally

    don'tcare.Youaresimplythemiddlemanthatwillhelpthemachievetheirgoal(foraprice).

  • WhyDoesLocalAffiliateMarketingWorkSoWell?

    Rightnowourcountryisgoingthroughamassiverecession/depression,butperformancebased

    companies(likeaffiliatemarketingnetworks)arereportingalltimerecordprofits.Whyisthat?

    Simplyput,companieshaveanunlimitedbudgetforthingsthatgivethemapositivereturn.

    Let'ssayforevery$10theypayyoutheyactuallyprofit$50.Itdoesn'ttakearocketscientistto

    seethatcompanieswouldbestupidtonotdothis!Let'slookatthisconceptonalocallevel

    examiningalarge,nearbycardealership.

    Scenario1)Youhaveasalesforceof100peoplethatmakeonaverage$50,000peryear.This

    meansyouhaveapayrollof$5milliondollarsayearjusttopayforthesesalespeople.

    Scenario2)Youhaveasalesforceof100peoplethatmake

    10%commissionand$30,000peryear.Thismeansyouhave

    apayrollof$3milliondollarsayearalongwiththeir

    commission.

    Scenario3)Youhaveeveryoneinthecitywillingtoworkfor

    youandyouonlyhavetopaythemiftheymakeyoumoney.

    Tellmewhatcompanyintheworldwouldnotgowithoption

    #3iftheycould.Technologyiscatchingupwiththisconceptandit'sonlyamatteroftime

    beforemostcompanieschooseoption3.Whilethisgapstillexists,youneedtoactonthisguide

    nowandbecomeestablishedinyourcitydoinglocalaffiliatemarketing,helpingbothcompanies

    thatunderstandthisneedandthosethatdon'tevenrealizethisoptionexists.Lateroninthis

    guideIwillalsowalkyouthroughtheprocessofintroducingyourlocalaffiliatemarketing

    programtothemwhiledemonstratingitsvalue.

  • Section2:StartingYourLocalAffiliateMarketingBusiness

    HowToApproachYourFirstClients

    Atfirst,settingupyourlocalaffiliatemarketingprogrammaynotbeeasy.Buttrustme,once

    youareupandrunning,it'slikeshootingfishinabarrel.Therearemanydifferentbusinesses

    thatworkwellwithlocalaffiliatemarketing.Sofarwehavehadgreatsuccesswiththesetypes

    ofbusinesses:

    Dentists

    LasikEyeSurgeons

    PlasticSurgeons

    CarDealerships

    Photographers

    RealEstateAgents

    Buttherearetonsofotherindustriesthatthiscanworkfor,asthepossibilitiesarelimitless.As

    youapproachmanyoftheselocalcompaniesyouneedtorememberthatnotonlywillthey

    probablynothaveanaffiliateprogrambutalsotheywon'tinitiallyunderstandthevalueofyour

    effortseither.

    Sohowshouldyouapproachalocalbusinessandpitchyouridea?Beginbyspeakingwith

    friendsandneighborswhoarealreadybusinessownerswhocanbenefitfromyourservices.

    Forinstance,hereistheexactconversationIhadwithalocaldentist.

    Dentist:Hello,Jeremy.How'sitgoing?

    Me:Great!Thingsareprettybusyattheoffice.

    Dentist:Ohreally.Whatisitthatyoudoforaliving?

    Me:IdoInternetmarketing.

    Dentist:Wow.Whatexactlyisthat?

  • Me:Well,inyourcase,let'ssayyoutellmeyouwantmorecustomers.Iamguessingyouhave

    alreadydonethemathonwhatanewcustomerisworthtoyou.InreturnformyInternet

    marketingefforts,youwouldpaymeaparticularamountofmoneyforeachnewpatientIsent

    yourway.

    Dentist:YoumeanIwouldonlypayyouifIgotnewcustomers?Noothercostsinvolved?

    Me:Nope.

    Dentist:Wow.Enoughsaid.Whencanwestartdoingthis?

    Me:(smiles)

    YoumaythinkI'mjoking,butitreallywasthateasy.LikeIsaidearlier,companieshavean

    unlimitedbudgetforitemsthatgivethemapositivereturn.Afteroneweekofmarketinghis

    practiceonlineandsendinghimqualityleads,wehadthissecondconversation.

    Me:SowhatdoyouthinkoftheleadsIamsendingyou?

    Dentist:It'sawesome!Wehaveneverbeensobusy!

    Me:That'sgreattohear.

    Dentist:YesandIloveit.Youknow,Jeremy,overthelastcoupleyearsIhavespentafortunein

    newspaper,phonebookandradioadsamongotherthings.AndIhaveneverhadanyreal

    indicationofwhatkindofreturnIwasgettingonmyinvestment.Withyourprogram,Ionly

    havetopayyouwhenIgetwhatIwant.Ilovebeingabletotrackitsoeasily.

    Me:Awesome!

    Stilllookingforwaystogettheattentionofbusinessowners?Your

    bestbetistobehonest,boldandstraightforward.Let'sgobackto

    mydaysofsellingwashersanddryersforaminute.WhileatSears,I

    attendedmanytrainingseminarsandclasses.Oneconceptthey

    stressedwasthe"Ruleof3".The"Ruleof3"iswhereyouask3

    questionsinarowforwhichyouknowtheotherpersonwillrespondwitha,"Yes."Onceyou've

    nailedthreequestions,boom,boom,boom,youthengoinforthesale.There'salotof

    psychologicalbackingtothistheory,butallIhavetosayisthatitworksverywell!

  • Hereisanexampleofthe"Ruleof3."

    You:Areyoulookingtogetmorebusiness?

    Them:Yes!(duh)

    You:WouldyoubeinterestedifItoldyouthatIcouldgetyoumorebusiness?

    Them:Yes!(duh)

    You:IsitokayifIdon'tevenchargeyouforthefirstmonth,thatwaywecanseewhathappens?

    (Thisstrategyhasnotfailedusyet.)

    Them:Yes!(duh)

    You:Well,weknowwhatwebringtothetableandweknowthatafter1monthofnew

    business,youwillseeahugevalueinthis.(Eitherthat,orthey'llbescaredtodeathwewillstart

    workingwiththeircompetitors.)

    Doesn'titseemprettysillyforthebusinessownernottotakeadvantageofthisopportunity?

    DetermineYourClientsGoals

    Mostofthecompaniesyouapproachwillhavealreadydoneresearchabouttheirdemographics

    andwhatanewclient/buyer/phonecallisworthtothem.Obviouslytheprimarygoalforany

    companyistomakemoremoneybutyou'llneedtoaskalotofquestionssoyoucanreally

    pinpointthebestwaytomarketthem.Iamgoingtousealocaldentistfortheseexamplesonce

    again.(DISCLAIMER:ALLIMAGESANDBUSINESSNAMESUSEDINTHEFOLLOWINGEXAMPLES

    AREFORDEMONSTRATIONPURPOSESONLY.)

    Asyoucanimagine,Dr.Johnedoeinitiallyexplainedtomethathisgoalwastogetmore

    patients.SoIaskedhimsomemorequestionsabouthisdemographicsandherevealedtome

    thatheknewwomenages25to45wereoftenresponsibleforschedulingdentalappointments

    forthewholefamily.Greatinformation!SoIpressedDr.Johndoetofindoutmoreaboutthis

    demographicsinterests.Healreadyknewtheanswer...teethwhitening!(Iwilltalkabouthow

    weusethisdemographicandgoalinformationlateron.)Sonowwe'vereallynaileddownour

    targetmarket.SoexactlyhowmuchwasanewclientworthtoDr.Johndoe?Iaskedifhehad

  • everdonethemathtofigureoutthevalueofanewcustomer.Sureenough,hehad.Hevalueda

    newclientatover$250.Boom!

    DetermineTheValuePerLead

    Onceyouarereadytoenterintoanagreementwiththelocalbusinessyouneedtoagreeupon

    thecompensationyouwillreceiveforeachleadyouprovidethemwith.Youwillprobablybe

    surprisedtolearnthatsomeofthelargerestablishedlocalbusinesseshavealreadydonein

    depthresearchanalysis.Aswestartedworkingwithoneofthebiggercardealershipsoutof

    Omaha,Nebraska,theytoldustheyknewthateverytimetheirphonesrangitwasworthabout

    $14tothem.

    ThereareseveralwaysforyoutogetpaidbysendingInternetleadstolocalbusinesses

    dependingonyourtrustlevelwiththem.OnethingIhavealwayslearnedisthatgreedypeople

    willneversettleforjustalittlebitofgreed.Iftheyarecheatingyoueventuallyitwillbeso

    blatantthatit'stimetomoveontotheircompetitoratwhichtimeyouaremuchbetter

    positionedbecauseyouarekickingassinthespacealready.

    HowToTrackYourLeads

    1)Directpeopletocallaspecialnumber.

    Mostcompanieshaveadedicatedpersonorteamofpeoplewhoanswerthephone.Theirjobis

    conversion;it'salltheydo.Infact,theyhavebeendoingthisforyearsandaremuchmore

    knowledgeablethanyouabouttheproductsandservicesthelocalbusinessoffers.Theylove

    whenthephoneringsalldaylongwithinterestedpeopleontheotherend.Cardealershipsare

    theperfectbusinessforthissituation.AsImentionedearlier,thecardealershipdetermined

    thateverytimethephonerangitwasworth$14.Iproposedthattheycompensateme$10per

    callandtheyagreed.In2007,wewereabletodriveanaverageof4712callspermonth...which

    meant$47,120.00amonthforus.Ourcostswereabout$6,000.00permonthinpayperclick

    expensesandlabor.Thatmeansweprofitedabout$1320aday,orroughly$41,000permonth.

    Andthisisonlyoneclientwithwhichwespentonly2to3hoursperweekintotaltokeeptheir

    payperclickcampaignrunning.Theyweresohappywiththeresultsin2007thatin2008they

    cuttheirprintmedia,radio,andTVbudgetsby80%andgaveusamuchhigherpayout.Infact,

    theyevenofferedtoreimburseustotrysomeotheronlinemarketingtactics.

  • Soyoumaybeaskingyourself,"HowdoIknowthatthecompanywillbehonestandtellmethe

    accurateamountofcallersandleadsIgenerated?"That'swherethirdpartyphonetracking

    comesintoplay.Thereareavarietyofthirdpartyphonecalltrackingcompaniesthatcannot

    onlyprovideyourclientswithevenmoreinformationaboutthecall(likethelength,dateand

    time,basiccallerIDdata,andtheareaorzipcodefromwhichthecalloriginated),butitcanalso

    provideyouwithaccurate,unbiasedinformationastotheleadsyouhavedrivenandthe

    amountyoushouldbepaid.Don'tforget,havingathirdpartytrackingcompanytrackthecallsis

    valuableforyouinoptimizingyourcampaigns.Thesenumberscantrackinboundcallsdownto

    thekeywordthatdrovethatinboundcall.Wow!

    SomethirdpartycalltrackingplatformsthatyoucouldlookintoincludeeStara,Who'sCalling

    andVoiceStar,butthisisjustasample.Researchthecompanyyoufeelthemostcomfortable

    withandprovideyouwiththeserviceyouneedatthepriceyouarewillingtopay.

    2)Setupaspecialcodethatreceptionistswillaskforinordertotakeadvantageofthedeals.

    OneinstanceinwhichweusedthisspecialcodetacticwaswiththedentistImentionedearlier,

    Dr.Johndoe.Dr.Johndoedoesnothaveateamofsalespeople.Instead,hehasareceptionist

    whotakescareofbookingalloftheappointments.Shedoesnotworkoncommissionandhas

    noincentivetogetpeoplesignedup.WhileDr.Johndoetrulyunderstandsthevaluein

    marketing,hisprimaryjobisobviouslytofocusonthe

    dentistryportionofhisbusiness.Inordertocompensatefor

    thefactthattherewasnoreal"salesteam",wehadto

    provideanincentiveforallnewcustomerstomakethecall

    andselltheoffertothemselves.Asaresult,wecreateda

    specialpromocodeforonlineuserstoprovidetothe

    receptionistuponcalling.Theyhadtoprovidethiscodein

    ordertotakeadvantageofthespecialoffers.Thispromocode

    alsohelpedustrackwhichcampaignsweredoingthebest

    andalsowhichleadsweshouldbecreditedfor.Wenegotiatedarateof$75pernewcustomer

    thatwaswithinthetargetdemographic.Andin2008,wedroveanaverageof195new

    customerspermonth.Afterourexpensesweareprofitingjustshyof$14,000permonthfrom

  • thisdeal.(DISCLAIMER:Notallcitiesandstatesallowforcertaintypesofbusinesstopayper

    lead.Instead,youmayhavetochargeaflatfeebasedupontheaveragenumberofleadsyou

    send.Consultyourattorneybeforeengaginginbusiness.)

    3)Collectallthedatayourself(name,phonenumber,email,age,demographics,other

    determinedinformation).Thenforwardthisinformationontothebusinessandchargethemfor

    eachlead.

    Thismethodisidealforbusinessesthathavenoonlinepresenceatall.Inthebeginning,youare

    goingtohavetocreateasiteforthemalongwithlandingpage(s).Theonethingtokeepinmind

    whiledevelopingthesitesandlandingpagesisthatyoumustincludeaformtocollecttheuser

    informationforwhichthebusinessisseeking.Outofallthemethodstotrackleads,Ihaveused

    thistacticmostoften.Itisusuallyagatewaytotheothertwomethodsmentionedabove.This

    modelworkswellforavarietyofmyclientsincludingtanningsalons,realestateagents,lawn

    servicesandaningroundpoolcompany.YounameitIhaveprobablytriedit.

    LikeIsaidbeforemostcompaniescanbeleeryaboutpayingforanewserviceoffthebatand

    weunderstandthat.Sowhatwe'llgivethemtheleadsforfreeforuptoamonth.Ifyourackup

    20leadsinaday,however,youprobablydon'tneedtocontinuewithafreeoffer.You've

    alreadyprovedyourself.Allowthecompanytofollowupontheirleadsandiftheycomeback

    becausetheylovedtheresults,thenworkoutaprice.

    BonusTip:Whenyouareworkingwithsomeoneandtheyhavenotdonetheresearchonwhata

    newleadisworthtothemyoumighthavetositthemdownandwalkthemthroughit.Keepin

    mindthesecompaniesmightnotseethebigpictureofthecompoundingvalueofareturning

    customerovertime.Ifyoufeelsouraboutthedealwalkatanytimeandgorighttotheir

    competitor.Whennegotiatingapriceneverbethefirstpersontonameapriceperlead.Let

    themgiveyouaplacetostart.Iftheykeepsayingtheydon'tknowthentellthemtocallyou

    whentheydoknowasyouhaveotherclientstodealwith.

    4)Chargeaflatrateaboveexpensestomanagetheircampaigns.

    Inthiscase,youchargeaflatfeetomanagethepayperclickandotherInternetmarketing

    campaigns.Foraperformancebasedmarketerlikeme,Ihateit.;)Paymefortheresults!

  • Section3:DevelopSitesandLandingPagesThatConvert

    WhereDoIBegin?

    Settingupalandingpageisbyfarthebestwaytoacquireleadsforyourclient.Italsogivesyou

    atonofflexibilityfortestingandtracking.

    Ifthelandingpageispartofalargercompanysite,thenbesurethelandingpagehasthesame

    lookandfeelastherestofthesite.Whendevelopingalandingpage,keepinmindthatyou

    wanttheusertofeelasifthesiteistailoredespeciallyforthem(likeiftheywereaGoogleOr

    Facebookuser).Forexample,hereisthelandingpageweusedforCoddingtonDental'sGoogle

    AdWordscampaign.ThispagenotonlyhasthelookandfeelofthemainCoddingtonDentalsite,

    butitalsowelcomesthe"Google"user.

  • AboveyoucanseethatwehavealsocreatedasimilarpageforourFacebookusersandour

    Facebookadvertisingcampaign.*Youshouldnotehowever,thatsinceIhavecreatedthis

    Facebooklandingpage,Facebookhasincreasinglydeniedandbannedadsthatleadtolanding

    pagesfeaturingtheirlogo.MySpacedoesnotallowyoutousetheirimageeither.Sobeforeyou

    customizeyourlandingpage,makesureyouareallowedtouseparticularlogosinyourcopy.

  • TheExactCodeYouNeedForSuccess

    Ifyoudecidetoincludetheoptionforyourusertoeithercallaphonenumberorentertheir

    informationintoaform,besuretodisablethephonenumbercopyfromthesitewhenduring

    nonbusinesshours.ThefollowingisasampleofPHPcodeyouwouldusetomakethis

    functional.

    Let'ssayyourdentistisopenMonday,Tuesday,Thursday,andFridayfrom7amto5pm.

    Wednesdayhoursarefrom11amuntil7pmandSaturdayis8amuntilnoon.Ifso,thenyour

    codewouldlooksomethinglikethis:

    Doesthiscodeseemcomplicated?Unsureofhowitworksorhowtocreateyourownspecialize

    PHPcodeforafeaturelikethis?JustaskmeoroneofmystaffmembersintheShoeMoney

    ToolsForumsandwewillhelpyou!(YoucanfindtheShoeMoneyToolsforumsat

    https://tools.ShoeMoney.com/forum/)

  • GiveYourUsersAnIncentiveToTakeAction

    Peoplearenotgoingtogiveuptheirpersonalcontactinformationeasily.Byprovidingan

    incentivefortheusertoprovidethisinformationandcompletetheform,youwilllikelyreceive

    10timestheresponserate!Onceyou'vedeterminedyourtargetmarketandyourfinalgoalfor

    thecampaign,developanincentiveaimedtowardsthatdemographicinorderforthemto

    completeyouraction.

    Letmegiveyousomereallifeexamples:

    WhileworkingwithCoddingtonDental,wedeterminedourtargetmarketwaswomenages25

    to45.Thefinalgoalwehadwasforthemtomakeanappointmentandcomeintotheoffice.We

    lookedatthedemographicandtheirinterestsanddecidedthatprovidingthesewomenwitha

    freeteethwhiteningservicegavethemtheincentivetomakethecallorsubmittheir

    information.AfterspeakingwithDr.Johndoe,herevealedthattherewasafairlyhighprofit

    marginforteethwhiteningservices(especiallysincetheactualphysicalgoodsusedhave

    minimalcosts).Thisisagreatscenariotheuserisextremelymotivated.However,theincentive

    doesnotbreakthebankfortheadvertiser.Furthermore,byreallytargetingtheincentive

    towardsthewantsandneedsoftheprimarytargetaudience,youarelikelytoincreaseand

    maintainthequalityofleadsyouaregathering.(Yourgoalshouldnotbetosimplyacquireas

    manyleadsaspossible.Ifthisisyourgoal,yourclientwillbeveryfrustratedandbelieveyour

    serviceisawasteoftheirresources!)

    Let'slookatsomeothernichesandhowyoumightmotivateuserstosubmittheircontact

    information.

    PhotographersThephotographerweworkedwithtoldushisgoalwastogetleads

    fromnewmoms.Hesaidthatthevalueofanewclientwhojusthadababyis

    enormous.Soafterashortdiscussionwedeterminedthatgiving50%offa

    photo/sittingpackagefornewmomswouldbetheperfectincentivetoschedulean

    appointment.

    RealEstateAgentsThesepeoplebuildrelationshipsbasedontrustandtheirtarget

    marketisprettybroad.Whatwehavefoundworksbestwiththemistoofferupafree

    reportbasedonthecurrentclimateintheregion.Youcanactuallywritethisguide

    simplybyassemblingdatafromvariouswebsitesaboutthelocalhousingorcommercial

  • realestatemarket.Youcouldalsotrywritingaguidecalled"ThingsToThinkAbout

    BeforeBuyingaHouseinLincoln,Nebraska."Provideasnippetorsmallteaserofthe

    guideonthesite.Hereisagreatexample.

    Thegreatthingaboutsettingupalandingpagelikethismeansthatyoucanbothmaintainthe

    siteandretaintheleads.Thepageandinformationisgeneralanddoesnottieyoutooneclient.

    Nowyouhavesomeamazingpower!

  • Section4:PromoteYourClientsandTheirOffers

    ThereareseveraldifferentpromotionalandInternetmarketingapproachesyoucantake

    advertisingyourlocalclientsandgeneratingqualitybusinessleadsforthem.Obviously,you

    wanttospendyouradvertisingdollarstargetingexactlythosepeopleinyourarea(aka

    "geotargeting")whoalsofityourtargetmarketdemographics.Thefollowingtacticsallowyouto

    achieveyourmarketinggoalswhilereachingouttolocalpeople.

    PromoteYourSiteThroughSearchEngineOptimization(SEO)

    AlwaysbeginyourmarketingeffortswithSearchEngineOptimization(SEO).Byrankingwellin

    thesearchengines'organicresults(theresultsthat"naturally"appearandareunpaid),youcan

    receiveplentyoffreetraffic.AlthoughitmaytaketimetoseetheresultsofyourSEOefforts,

    neverdiscountthevalueofSearchEngineOptimization.Beforeyoubegintheseefforts,

    however,makesureyouownthesiteyouareoptimizingandcantakethedomainwithyouat

    anytime.

    Afteryou'vecreatedyourlandingpages,youshouldsubmitthesetoeverywebdirectoryonthe

    planet.(Thereareatonoffreeones!)Thissitelistsover12,000directorieswhichyoucansort

    bynicheandPR.(WebDirectory:http://www.webdirectories.ws/).Don'tforgetthatyoushould

    alsosubmityoursitetoGoogleLocal.

    ByusingtheShoeMoneyToolsSEOCheckupTool,youcanensurethebasicSEOaspectsofyour

    sitearecomplete.Afterthat,usetheShoeMoneyToolsBacklinkAnalyzertoanalyzeoneofyour

    competitorswhoranksforakeywordyouwanttorankfor.Youwillbeabletoviewthe

    domain'sbacklinks,whoislinkingtothem,andwhatanchortextbeingused.Onceyouhavethis

    information,youcanreachouttothesesitesaswellandtrytogainlinks.(Checkoutthetool

    below.)

  • AnothergreatSEOtoolwithinShoeMoneyToolsistheFindBacklinkstool.Enterakeywordyou

    aretryingtorankforanditwillreturnthetopsearchengineresultsforthatkeywordaswellas

    wherethosepeoplearegettingalltheirlinksfrom.YouwillalsoseetheGooglePageRank,Root

    Domain,andAlexadataforeachofthebacklinks.Forthosewhodon'tknow,GooglePageRank

    isagoodindicatorofGoogle'sRankingofthepage;1beingthelowestand10beingthebest.

    Alexadataisagoodindicationoftraffic(startsat1andgotothemillions).Althoughneitherthe

    GooglePageRanknortheAlexadatais100%accurate(bothofthesesystemscanbegamed),it

    can,however,provideaprettyfairindicationofthejuicebeinggiventothesesites.

  • IamgoingtousetheFindBacklinkstooltoseewhoisrankingforthekeywordphrase"Omaha

    Dentist".Herearemyresults:

  • YoucanseethatthefirstresultOmahaDentist.comhasseveralbacklinksfromYahoo.com.

    Uponfurtherinvestigation,theselinksarefromYahooLocalandtheYahooBusinessDirectory.

    Guesswhat?Thesearefreeplaceswhereyoucangetlinksfrom,too.SCORE!TheYahoo

    BusinessDirectory(dir.yahoo.com)doeschargeafee,however,ifyouwanttoexpediteyour

    listing.Ifyouareplanningonhangingontothesite,Irecommendcoughingupthecashand

    payingforthatservice.Asyoucontinuelookingattheresults,youseethatthelastonelisted

    haslinksfromtheBetterBusinessBureau.ByheadingtotheBBBsite,itlooksatthoughthey

    arejustamember.Again,awesomelowhangingfruit!Findtonsoffreelinkswiththistool.

    ByusingtheKeywordDensityToolwecandeterminenotonlythedensityofthespecified

    keywordwithinoursite,butwecanalsoseehowitisusedinmetadataliketheTitleTag,Meta

    KeywordTag,MetaDescription,andh1,h2,h3tags.Here'sananalysisofthe

    CoddingtonDental.com.Asyoucansee,thistoolcomparesoursitetoourcompetitors.(Looks

    likewemayhavesomeSEOworktodowithCoddingtonDental.com.);)

  • TheShoeMoneyToolsKeywordTrackertoolwillhelpyoumanageandtrackyourSEOefforts.

    Forinstance,whenanalyzingCoddingtonDentalIcandiscovergreatdataaboutthesite's

    keywordrankingsaswellasthelinks.Ifyouhaven'ttriedtooptimizeasitebefore,you

    understandthatSEOisn'taonetimething.Thesearchenginesarealwayschangingtheir

    rankingalgorithmsandtogainandmaintainanumberonerankingrequiresconsistentefforton

    yourpart.That'swhytheKeywordTrackerissousefulshowingyoutheprogressyouhave

    madeinyourSEOeffortsandareasyoucanimproveupon.

    Asyoucansee,it'simportanttooptimizeyoursiteforthesearchengines.Makeiteasyforyour

    potentialclientstofindyou,andgettrafficforfree!Theresultsmaynotbeimmediate,butin

    theend,theywilltrulybenefityoursiteandyourbottomline.

    PromoteYourSiteThroughPayPerClick(PPC)Advertising

    Inthemostbasicterms,Wikipediadefinespayperclickadvertisingasan"Internetadvertising

    modelusedonsearchengines,advertisingnetworks,andcontentsites,suchasblogs,inwhich

    advertiserspaytheirhostonwhentheiradisclicked.Withsearchengines,advertiserstypically

    bidonkeywordphrasesrelevanttotheirtargetmarket.WebsitesthatutilizePPCadswilldisplay

    anadvertisementwhenakeywordquerymatchesanadvertiser'skeywordlist,orwhena

    contentsitedisplaysrelevantcontent.Suchadvertisementsarecalledsponsoredlinksor

    sponsoredads,andappearadjacenttooraboveorganicresultsonsearchengineresultspages,

  • oranywhereawebdeveloperchoosesonacontentsite.AlthoughmanyPPCprovidersexist,the

    threelargestnetworks(Google,YahooandMicrosoft)operateunderabidbasedmodel.The

    costperclick(CPC)variesdependingonthesearchengineandthelevelofcompetitionfora

    particularkeyword."

    Payperclickadvertisingprovidesfastandinstanttraffic.Althoughtherearemanypayperclick

    searchengines,Isuggeststartingwiththe"bigdog"GoogleAdWords.GoogleAdWordsiseons

    aheadoftheothersearchenginesintermsofvolume,accuracy,andspeed.Plus,byadvertising

    withGoogleAdWordsyouarealsoadvertisingonallthepropertiestheyhavedealswithsuchas

    AOLandAsk.com.Ifyouarenewtopayperclickadvertising,Ihighlysuggestgoingthroughallof

    GoogleAdWordstutorialsandeventakingthetesttogetGoogleAdWordsCertified.(You

    receiveyourcertificationafteryouhavemanagedatleast$1,000inspendingandhavepassed

    therequiredtest.Beingcertifiedwillalsohelpyougainclients.)Ifyoudon'ttakethetimeto

    learnpayperclickandareunprepared,costscanquicklymountandprovidenoROI.Solet'sget

    startedandIwillwalkyouthroughhowtodevelopyourownlocalizedPPCcampaign.

    ThesecretsaucetosuccessinPPCmarketingisqualitykeywordsandcompellingadcopy.

    Keywordsonalocallevel,however,areacompletelydifferentballgamethanonanational

    level.Forinstance,whenwetookovertheCoddingtonDentalwebsitewedidsomebasicSEO

    andwithinnotimeitwasranking#1forthekeywordphrase"LincolnDentist".Wow,seemslike

    thetargetkeyword,eh?Notsofast.Afterlookingathisorganiclogs(nonpayinghits)and

    comparingittothePPCstats,werealizedthatover65%ofthePPCtrafficcominginwasfrom

    thekeywords"CoddingtonDental"orhispersonalname"Dr.Johndoe".Therealmagicwasin

    biddingondentists'namesandbusinesses'names.WiththeShoeMoneyToolsLocalTrademark

    Tool,developingthisstronglocalizedkeywordlistwiththeselocalcompanies,brandsand

    professionalsisasnap.

    Simplyenterakeyword,thebusinesszipcode,andtheradiusinmilesforwhichwewanttoget

    namesoflocalbusinessesmatchingourkeyword.Thisgrabsthenameofeverylocaldentistand

    practice.Ofcourseyou'llwanttoeditthelistabit,butwithoutthistool,itcouldtakedaysto

    buildalistlikethis.Hereistheresultfor"dentist"inLincoln,Nebraska.

  • MuchofDr.Johndoe'strafficwasalsocomingfromkeywordphrasessurroundedby

    city/state/zipcodenames.Forinstance,peoplewouldtypein"Dentist,Lincoln,Nebraska"or

    "Lincoln,NebraskaDentist"or"Dentist68516".ForthisreasonwecreatedtheShoeMoney

    ToolsLocalKeywordGenerator.Itcreateseverypossiblematchforyourkeywordswithcity,

    state,zipcodeandthenmixingandmatchingoptions.Youcanalsoexcludeitemsifyouwant

    andreverseordertodoubleyourkeywordlist,too.

    BonusShoeMoneyTip:Ifthelocalbusinessyouarepromotingkeepslogs...getthose!Theywill

    containvaluablekeyworddataofwhatpeoplearelookingforandgiveyouagreatheadstart.

  • Afteryou'vedevelopedandsavedyourkeywordlisttotheShoeMoneyToolsKeywordManager,

    nowisthetimetocreategreatadcopyforyourPPCads.Oneofthehardestthingstodofor

    yourPPCcampaignistogenerateadcopythatworkswell.WiththeShoeMoneyToolsAd

    Generator,youcansearchGoogle,Microsoft,andYahooforadsthatcurrentlyrunningforthe

    keywordyouhavespecified.Thiscangiveyougreatideasforyourownadcopy.Forinstance,ifI

    usetheAdGeneratortoolforthekeywordof"Dentist",Igettheseresults.

  • Althoughthispictureisabitsmaller,thistoolgeneratedover75ads!!Youcanthencheckthead

    resultsthatyoulikeandcustomizethemwithyourowndestinationanddisplayURLs.

    Afterwards,savethemtoyourShoeMoneyToolsAdManagerwhereyoucaneditorexport

    themlater.

    Herearesomeothertipsforlocalizingyouradcopy.Firstofall,besuretoincludetheincentive

    wementionedearlierinthisguide.Evenmoreimportantly,makesuretheadconveysthatitis

    foralocalbusiness.Manypeopleareunawareofthefactthatyoucanenterphonenumbersin

    adcopywithinGoogleAdWords.Byusingatacticlikethis,youarelocalizingtheadandmaybe

    savingyourselfthecostofaclicktogetthelead.You'veprovidedtheuserwithalegitimatelocal

    offersomethingboththesearchenginesanduserswillappreciate.ShoeMoneyToolshasbuilt

    atooltohelpwiththisprocess.

  • Nowlet'sputourkeywordandadcopystrategiestogether.TheallinoneShoeMoneyToolsPPC

    CampaignBuilderwilltakeyoursavedkeywordlistsandsavedadfilesandthenprovideyou

    withthefilesneededtouploadintoyourGoogleAdWords,MicrosoftAdcenter,andYahoo

    SearchMarketingaccounts.(ThistoolhasbeensomewhatdeprecatedbytheShoeMoneyTools

    AdWordsCampaignBuilderwhichallowsyoutobuildextremelytightnicheadgroupsalong

    withplentyofbiddingandkeywordmatchingoptions.Youcanevenexportthefilesintoyour

    AdWordseditorforuploadingoruploaddirectlytoyourAdWordsaccount!!!)

    PromoteYourSiteThroughSocialMarketingWebsites

    WebsiteslikeFacebookandMySpacearegreatplacestoadvertise.Theyreallyprovidean

    opportunityforyoutotargetpeoplesincetheyhavetheexactdataforeachuserincluding

    location,age,andsex.Reachingyourdemographiccouldn'tbeanyeasier.Formoreinformation

    aboutadvertisingontheseplatformsyoucancheckouttheselinks.

    Facebook'sadvertisingplatformisfoundathttp://www.facebook.com/advertising/.

    MySpace'sadvertisingplatformisfoundathttps://advertise.myspace.com.

    Let'slookattheFacebookadweranforCoddingtonDental.

    Asyoucanseeinthescreenshot,wearetargetingwomenoverage18inLincoln,Nebraska.You

    caneventargetwomenbasedontheirmaritalstatusandinterests.Asyoucansee,wedidn't

    evenspendover$20.00foradvertising.Andforlessthan$40total,wewereabletodriveover

    50newleads/customerstoDr.Johndoeinthreedays.(Ifyouremembercorrectly,thatmeans

  • weearnedover$3700fromCoddingtonDentalwithonlya$40lossinadvertisingcosts.)Wow!

    AlthoughtheCTRofFacebookislowercomparedtootheradvertisingsearchengines,the

    qualityleadsyoucangeneratearegreat.

    PromoteYourSiteThroughCraigslist

    PromotingyoursitethroughCraigslistcanbeverylucrativeifdoneproperly.Firstofall,you

    havetobeverycarefulnottobespammy.Forinstance,ifyoucanfindanywaytopromoteyour

    offeralongwithalocalcurrenteventoralocalconcert,youradwillappearmuchlessspammy,

    andwillthereforereceivemoreclicksaswell.InLincoln,Nebraska,itisbestforustotailorsome

    oftheoffersaroundtheNebraskaCornhuskersfootballteam.Intheadwesaysomethinglike,

    "Hey,Huskerfans!Limitedtimeoffer!TheHuskerSpecial!Comeinnextweekandgetafree

    XXXXX".Youwanttobecarefulnottogetyourarticleflaggedconsistentlyforspam.Instead,

    comeupwithacreativewaytopromotethelocalbusinessmixedwithsomevaluetothe

    Craigslistuser.

  • Section5:UseTheToolsOfTheTrade

    Usingotheranalyticaltools,testingmetricsanddataarethesecretsaucetowinningataffiliate

    marketingonalocalornationallevel.Ifyouarenotusingvariousanalyticaltoolsthenyouare

    simplyflyingblind.Forthisreason,Iwillgothroughmanyofthetoolsweuse,howweusethem

    andwhytheyareimportant.

    ShoeMoneyTools

    ThefirstgroupoftoolsweusemostistheShoeMoneyTools,duh!Andobviouslyyoudo,too!

    Youarereadingthisbecauseyou'reamember.:)

    CrazyEgg

    CrazyEgg(crazyegg.com)isaheatmaptrackingutilitythatwillshowyouwhereyourusersare

    clickingonyourpage.It'sveryusefulfortestingyourpagesandsites,especiallyinashorttime

    framesuchas1to2days.Infact,Irarelyletittestlongerthanafewhours.BecauseIwantto

    showyouitsextremeflexibilityandvalue,hereissomeofthedatafromarecenttestI

    conductedwiththeShoemoney.comblog.Wecanstartbygettingabigoverviewofwhere

    peopleareclickingbyusingtheheatmapfunction.(It'simportanttonotethatCrazyEggdoes

    nottrackclicksonJavaScriptitems,soclicksonadslikeGoogleAdsenseorotherJavaScript

    browserrenderedcontentwillnotbeshown.)Hereisthebasicdataheatmapdata.The

    brighterthecolor,themoreclicksinthatarea.

  • Nowlet'slookattheoverlay.Hereareafewthingstonote,theblueiswherepeopleclicked.

    Thegray,however,iswherepeopletriedtoclickbutthereisnolink.

  • Forevenmoredata,simplyclickonanyofthe+symbols.Youwillthenseehowmanyclicks

    weremadeinthatlocation.Let'slookatthegrayareaandfindoutallthemissedclicks.

    Thisissomeveryinterestingdata.Itshowsthat6(.7%ofallvisitorsduringthetest)people

    clickedonmy"FavoriteBlogPosts"title.MaybeIneedtoconsidermakingthatclickable!Also,

    lookatalltheclicksaroundtheRSSbutton.Therewere6clicksaroundtheRSSbuttonthatwent

    nowhere.That'sallgreatinformation,butlet'sdiveintotheanalytics.

  • ClickingontheconfettidisplayIcanseeexactlywhereusersclickedandbywhatsourceof

    traffictheyarrived.Forinstance,wheredidtheusersthatcamedirectlytoShoemoney.com

    click?WheredidusersthatcamefromGoogle.comclick?Wheredidusersthatcamefrom

    Twitterclick?Well,let'sfindout!

  • Let'sreallynarrowdowntheresultsandseewherepeopleclickedwhojusttypedin

    www.Shoemoney.comintheiraddressbarorbookmarkedShoemoney.com?

  • Wow.It'sclearthatthesepeopleknowwheretheyaregoing.ButwheredoGoogleusersand

    peoplefromTwittergo?

    BylookingatjusttheGoogleandTwitterdata,wecanseethat75%ofTwitterusersclickedon

    myBIOlink.Googleusersweremorefocusedoncontent.NowthisisaverysmallsampleandI

    wouldwanttoletthisrunlongerthananhourtogetsomegreatdata,butIthinkyougetthe

    point.

    Sowhyisthisdatasoimportant?WellinthefirstpartIthinkyoucanseethevalueofknowing

    whereusersareclickingandwhereyourclicksaregoingtowaste.Thereferraltrafficdatais

    amazinglyimportantbecausewecanbuildcustompagesorsectionsbasedonwhattheuseris

    mostinterestedin.Aswejustsawwithmyblog,peoplecomingfromTwitterwanttoknow

  • moreaboutme.PerhapsIcanenhancetheuserexperiencebymakingthebioeasierforthemto

    find.Betteryet,Icouldhaveapopupthatsays,"Hey,areyouanewuser?Clickheretolearn

    moreaboutme."

    Nowhowcanyouuseallthisdatainyourlocalaffiliatemarketingprogram?Let'ssaythegoal

    foryourdentist'spageistogetpeopletocompletetheform.MaybeuserscomingfromGoogle

    areclickingonotherlinksonthesiteandyouneedtomakeamorefocusedpageforthem.

    MaybepeoplefromFacebookareclickingontheFacebookimageandyouneedtomakethat

    clickableandrefocusonthenamefieldinyourform.Thepossibilitiesareendless.AgainasIsaid

    before,ifyouneedhelpwithcodeorimplementationpleasedonothesitatetoaskthese

    questionsintheShoemoneyToolsForums(https://tools.shoemoney.com/forum/).

    GoogleWebsiteOptimizer

    GoogleWebsiteOptimizer(http://www.google.com/websiteoptimizer/)isanamazing,freetool

    providedbyGooglethatallowsyoutoconductendlessamountsofsplittestingbyrotating

    differentwebsitevariables.IcannotsayenoughgoodthingsabouttheGoogleWebsite

    Optimizer,aswehaveseen5to45%improvementsusingit.NowIwillshowyouhowitcan

    improveyourlocalaffiliatebottomline,too.Let'ssayyouwanttotestthreedifferentversions

    ofyourdentistslandingpage,toseewhichonepeoplerespondtobest.

    Version#1Standardpagewiththeoriginalheader

    Version#2Landingpagewithjusttext(noimages)

    Version#3Landingpagewithaplainheader

  • SimplyplugeachofthesevariablesintotheGoogleWebsiteOptimizerandletitrun.Adayor

    twolater,justloginandviewtheresults.Thedecisionshouldbeclearwhichvariablepeople

    bestrespondto.

    Fromthistest,wecanseethatmyoriginallandingpageoutperformsthealternativeversions.

    Onthatnote,wewillkeepit.;)Thepossibilitiesfortestingareendless.Fromheadersand

    backgroundcolorstooveralldesignsandbuttoncolors,youcantestjustaboutEVERYaspectof

    yoursite.Youwillbeamazedatthelittlethingsthatmakeafewpercentdifferenceshereand

    there.Thenextthingyouknow,youhavea3045%improvement.Ihighlyrecommendusingthis

    toolrightaway.

    GoogleAnalytics

    ThereisagoodchanceyouprobablyalreadyknowaboutGoogleAnalytics(anotherawesome

    andfreeservice!).GoogleAnalyticsprovidesyouwithallofthebasicstatisticalinformationyou

    wanttoknowaboutyourwebsiteanditstraffic.Withthistool,youcanalsosetupgoaltracking

    andthenitwillshowyouconversions.HereisanexamplescreenshotfromCoddingtonDental's

    GoogleAnalytics.

  • Section6:ThingsToConsiderAsAnAffiliateMarketer

    *IntegrityOneofthekeythingstothinkaboutistheintegrityofthebusinessthatyou're

    promoting.Theyhavespentalifetimebuildinguptheirreputationandyousinglehandedly

    coulddestroythat.Alwayskeepthatinmind.

    *LegalitiesAlwayshaveyourcontractsthoroughlylookedatbyyourlawyer.Youdonotwant

    togetcaughtupinsomenoncompeteornondisclosureagreement.Bythesametoken,in

    certaincasesyouwillwantthelocalbusinesstosignanondisclosureagreementinregardsto

    yourmethods.

    *GoWithYourGutIfyoutalktoalocalbusinessandyoujustdonotthinkit'stherightfit,

    walkoutthedoorandfindanotherone.Ican'ttellyouhowmanytimesIhaveworkedwith

    localbusinesseswhenIknewinmygutthedealwasgoingtobeatrainwreck.Whenthathas

    happened,ithasalwaysendedupcostingmemoremoney,timeandstressthanitwasworth.

    Rightnowlocalpaperclickmarketingishonestly,wellIwouldcallitthenewgoldrush,butI

    thinkit'sevenbetterthanthat.Infact,it'sreallylikeshootingfishinabarrel.Developand

    monitorcampaignsthatdeliverleads.Spendashortamountoftimemonitoringthemandthen

    getpaid!It'sreallythateasy.