Tag: Advertising

Internet Marketing

Programmatic ad viewability outperforming direct ads for first time, says report

A new study from Integral Ad Science (IAS) has noted a potential sea-change in terms of digital advertising, with programmatic desktop display ads in the UK outperforming publisher direct ads for the first time.
The Media Quality Report, which offers UK benchmarks for viewability, brand safety and ad fraud across digital environments and channels, noted that during the second half of 2018 almost seven in 10 (69.1%) programmatic UK desktop display ads met minimum viewability standards. Publisher direct ads, in contrast, were at just over two thirds (67.7%).
Viewability was determined as 50% of the ad unit in view for one continuous second for display and mobile advertising, 30% for one continuous second on large display ad formats, and 50% for two seconds for video ads, per the Media Ratings

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Internet Marketing

Users ‘readily recognise’ importance of advertising – but don’t disable adblockers by default

Consumer expectations remain higher than ever when it comes to advertising – or rather, the lack of it. As a result, publishers have had to resort to stronger tactics.
We notice you’re using an ad blocker, the website says, with varying degrees of politeness. We also know everyone hates ads, it continues, but unfortunately our employees do need to feed and clothe their children so we were wondering if you’d be so kind as to disable your ad blocker just for us?
According to a new survey, however, if publishers do that then three quarters of their site’s visitors will never darken their doors again.
The survey from eyeo – creators of Adblock Plus, so naturally a little vested interest – polled 2,000 British online users. Of that number, almost 44%

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Internet Marketing

Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter’s 0%. And digital was one of the top areas to see a boost in investment.
Of course, this is great news for the advertising industry. But, with increasingly big budgets being pumped into digital advertising, brands need to understand the impact it’s having on their business. Otherwise, how can they justify asking for even bigger budgets for future activity?
Out with the old and in with the new
For a long time, impressions and click through rates have been used as an indication of campaign success. But times

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Internet Marketing

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like mass marketing messages that weren’t created with them in mind (France 47%; UK 42%; Germany 40%; US 36%).
Despite the fact that shoppers say the vast majority of personalisation messages they receive often miss the mark, however, an impressive number were still prompted to check out an offer or make a purchase. In fact, around one-third of messages received by US (37%) and French (32%) consumers had stimulated them to act, while around one-quarter of messages received by German (27%)

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Internet Marketing

Is app apathy hurting your marketing strategy?

Are you reaching your audience directly through mobile apps? If not, there is a whole new digital market that remains, literally, untapped.
Content consumption is nearly universal on mobile devices in 2019, especially on apps. From Instacart to Waze, apps capture the attention of billions on a daily basis.Three of every four users not only say their phone is useless with apps, but default to using apps when they’re bored. Access to these app users is easily unlocked for mobile marketers, who have access to targeting capabilities that other advertising forms do not. The prevalence of in-app marketing is currently the biggest shift in the digital marketing industry especially in the rapidly growing Asian marketplace, and any brand or company not taking advantage could fall behind fast.
In an era of short attention spans, in-app advertising can attract consumers’

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Why the future agency model needs to be fast and fluid

Is there such a concept as ‘doing things the traditional way’ anymore? In everything from digital advertising to crowdsourcing and mobile marketing, the standard model doesn’t exist.
Equally, the speed of evolution in marketing has meant that brands have had to take a great deal more control over their process. If you want to be agile, responsive, real-time – there’s no space for multiple layers of iteration and approval before you act. 
Of course, this doesn’t mean that the agency model is now redundant. There is still a great deal of space for expertise and outsourcing. Innovation demands specialist help and the portfolio agency approach to advertising and media management is becoming the norm. 
P&G’s Marc Pritchard has always been outspoken on the role of agencies and the ability of brands to

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Internet Marketing

How to Measure Your Brand Awareness in a Digital World

What is a brand?
A brand is not just a logo and text. It is not just running paid ads all over about your company or product. A brand is about the story you tell to all.
It actually consists of expectations, memories, stories, and relationships. We can call these four elements the building block of a brand.
When a proper blend of these four elements influences a consumer’s decision to choose one product over another, then that blend is called Brand.
Measuring brand awareness
Measuring brand awareness and exposure depends mostly on the context of your business. In general, there are a few important metrics you can check regularly to measure your online brand awareness success. I will discuss here the metrics you can check from time to time to get an

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Internet Marketing

What You Can and Can’t Do When It Comes to Advertising Regulation

What You Can and Can’t Do When It Comes to Advertising Regulation

A modern person is exposed to 5,000 advertisements a day through an array of different media channels.

We can’t imagine spending a day without getting messages or calls promoting any kind of product or service, receiving promotional emails, watching commercials on TV, seeing multiple banners on our favorite websites and seeing targeted ads on social media .

In short, the variety of channels makes it possible for small companies or big brands to have our attention almost 24/7.

While it is a great era for brands and advertisers, there is still a dilemma when it comes to customer protection.

Years ago, when the choice of an advertiser was limited to traditional marketing channels such as radio, TV, and newspapers, it was relatively easy to control what kind of commercials was provided to a large audience. In recent years, advertisements have been rapidly moving to the digital world, and according to Forbes , 2019 will be a year when the spendings on digital advertising pass non-digital.

On the internet, it is a lot harder to control advertisements and how they are targeted. Therefore the subject of advertising regulation and customer protection is on the rise.

Most countries have general guidelines on advertising regulation that prevent businesses from misleading customers with false information or, for damaging the reputation of a competitor. However, there are certain products that might put an individual’s financial well-being or health under risk and therefore, require great care. Considering this, countries have special guidelines and advertising regulation on such products. This includes advertising and marketing financial products and investment services as well as promoting products like tobacco or alcohol. This article will give an overview of the advertising regulation for risk disclosure in promoting these products.

Advertising regulation for financial services

Financial services are one of the most highly regulated industries around the globe. Almost all countries have financial regulators that oversee the financial sector, including the regulatory requirements for risk disclosure in advertising. However, there has been a lot of cases of misleading customers with false statements in advertising. Many of the companies or brokerages that offer financial and investment services mislead customers with false statistics regarding their performance, regulations or return on investments. Therefore, it is important for countries to have a well-designed framework for advertising regulation and for customers to be aware of it to be on the safe side.

Marketing financial services in the EU

The regulatory body that is responsible for fair and proper advertising of financial services in the European Union is the European Securities and Markets Authority (ESMA). In order to ensure the investor’s protection and the safety of their funds, ESMA has made prominent restrictions on marketing certain financial products for retail customers. The companies that provide financial and investment services should have a risk warning that informs customers about the risks associated with the financial services in the clearest way possible.

The risk disclosure should be in a layout ensuring that it is visible, it should be in a font size that equals or is more than the font size of the advertising message. The risk disclosure should be in the same language that is used in communication or published information. Also, a retail client should be given fair information about any relevant skills when referring to any potential benefits that an individual might get from investment service or financial instrument.

When promoting financial services online the risk disclosure must be displayed on the relevant webpages. To put it simply, a person entering a website should understand that the message is important and worth noticing. It should attract attention by the size or a position on the page.

For example, these are the good practices of risk disclosure in the EU:

  • The warning is on a neutral background, the font is easily readable.
  • The size of font occupies a notable portion of the text.
  • Warnings are placed in a way to draw the attention of the reader and remain in their border.
  • On the website, warnings remain in a fixed spot on the screen even if the reader scrolls down.
  • Warnings are repeated on every page.

Warning are repeated on every page for advertising regulation

Some companies and brokers do not follow these rules, therefore one should pay attention if the firms are using a poor practice of disclosure of the risks, which might include:

  • Warnings that are placed outside the main advertisement border and are hard to notice.
  • Warnings that are written in small font sizes or unclear typestyles.
  • Warnings that are not on the website, but are placed in a pop-up box that appears only when the person visits the website first.
  • Warnings that are hard to find as they are located on specific pages such as FAQ, disclaimers, legal information, or terms and conditions.
  • Warnings that are placed on a patterned background that makes them less visible.

Warnings that are placed on a patterned background that makes them less visible for adverising regulation

Apart from this, ESMA has certain rules that must be followed by Forex brokerage firms, for example, disclosure of the information of their customers and the percentage of how many of them have lost their funds. The financial authority also prohibits promoting the status of professional services to their customers and offering different kinds of bonuses (defined as “trading benefits)”. However, some brokerages are still offering these benefits in the EU, and most of them also offer bonuses outside of the EU. You can learn more about XM bonus here to check one of the remaining marketing campaigns that are available nowadays.

Marketing financial services in Japan

As with ESMA in the EU, the Japanese financial authority also ensures that investors are protected and are aware of risks connected to financial services, investments and trading. In order to keep clients well aware of the financial risks connected to trading and investment, companies should provide information that can be classified into four levels:

  1. Actual profit and loss, it can be illustrated in histograms or graphs.
  2. Disclosure of expected degree of risk.
  3. Disclosure of risk management performance.
  4. Disclosure of other information on risk or on risk management.

Usually, the financial providers are obliged to provide this information in each quarter.

In addition to this, promoting welcome bonuses, deposit bonuses or any other promotional bonuses are prohibited in the country.

Marketing financial services in the U.S.

In the United States of America, advertising and promoting financial services is regulated by the Advertising Rule which is under the Investment Advisers Act. As in every country, it is mandatory to have a risk disclosure in the USA as well, which is similar to the one that is in the EU.

However, the advertising rule showcases a mandatory criterion that must be followed by every company that provides financial services.

  • The company must not advertise misleading performance results.
  • It is prohibited to publish and distribute advertisements that employ testimonials.
  • The advertisement should not include specific recommendations that were profitable in the past to any person.
  • The advertisement should not offer a service as “free or without charge” when in fact there is some condition or obligation attached to using this service.

Advertising regulation for tobacco products

For a long time in marketing history, tobacco companies were taking all possibilities to advertise their products through every channel possible, some of which does not even exist today. You would see tobacco products advertised on TV, radio, newspapers and even in cartoons.

Advertising tobacco products around the world for advertising regulation

Famous athletes, celebrities and doctors were smoking on commercials endorsing cigarettes as a great means for relaxation and even for keeping a fit figure. Even more, many of the big tobacco products were claiming that cigarettes were absolutely harmless and were suggested by the doctors and to show how harmless they were – many of the companies featured babies and pregnant women in their advertisements.

Viceroy filter the smoke for advertising regulation

Today, you might consider such advertisements absolutely unthinkable, but it actually worked. During the rise in the advertisement of tobacco products, the number of smokers raised significantly. Thanks to it, tobacco products, that were a thing of a pastime for a gentleman, became a mass consumption product.

However, the crazy times of tobacco advertisements were over when first in 1929 and later in the mid 1950s it was discovered that smoking was not as healthy as doctors in commercials suggested it was. At the time several studies had proven the relationship between smoking and lung cancer. Since then, the powerful and beloved phrase of all cigarette manufacturers “Doctor recommends!” lost its power.

Today, even though people are completely aware of the risk factors of smoking and there is no doubt about the health risks linked to smoking, the number of smokers is still huge. Smoking kills approximately 6 million people each year and is a leading cause of preventable death globally. While tobacco companies have different ways of advertising compared to the previous century, tobacco marketing is considered to be a massive driver of cigarette use around the world. Companies keep spending tens of billion dollars annually to push their products to customers. Many of them are using encouraging words in their advertisements to link certain values to smoking habits and their products – such as freedom, being bold, and thinking out of the box. Some of them try to suggest that their products are less harmful by packaging them using light colors and promoting them with words such as “light,” “low tar,” or “organic.”

The government of different countries are well aware of the problem and are trying to reduce the usage of tobacco. One of the most powerful ways to prevent people from smoking is raising the awareness of risk factors of tobacco usage and regulating how the tobacco companies are showcasing their products. While the idea behind it is the same for all of the countries, they do it differently and hence, in some parts of the world tobacco manufacturers have greater restrictions on marketing their products, and in some countries, they have more space to place their advertisements.

Countries or unions such as the EU have certain advertising regulation about promoting tobacco products. Usually, this framework includes regulating the advertisement of tobacco products and their packaging.

Regulations in  the EU

The EU tobacco advertising directive bans advertising tobacco on radio, print media and the internet. The law also prohibits tobacco companies from sponsoring cross-border events and activities. TV commercials of tobacco products have been banned in the EU since the 1990s and are governed by a different directive – the Audiovisual Media Services Directive. The only space for tobacco manufacturers to advertise their products is cinemas, where advertising is allowed and on billboards or through merchandising. However, some of the member countries of the EU prohibit these means of advertising too.

Regulatory requirements for tobacco usage risk disclosure for advertising regulation

As for the packaging, in the EU it is regulated by the Tobacco Products Directive, that requires health warnings on tobacco and other related products. All packages should include health warnings that cover 65 percent of the front and back of cigarette and roll-your-own tobacco packages. The health warning includes a picture, which illustrates the results of smoking on different organs and parts of the body, text, and information on how to stop smoking. While regulations on e-cigarettes are a bit different from tobacco products, the directive bans promotional and misleading elements on them and on other herbal or tobacco products for smoking.

Regulations in Japan

Regulations in Japan for advertising regulation

Japan has a different approach to reducing the number of people who smoke. Tobacco advertising and promotion are included in but not regulated by Japan’s Tobacco Business Act. To put it more simply, according to this act restriction on tobacco promotion, advertising, and sponsorship are left to industry self-regulation. Hence, there are some restrictions on tobacco advertising but there are no forms of them prohibited by law. The Tobacco Business Act simply calls on advertisers to be mindful when advertising tobacco products not to encourage smoking widely and actively.

The packaging regulation is also not as strong in Japan as it is in the EU, tobacco manufacturers are required to have health warning labels that cover 30 percent or more of the package.  However, as reported, Japan considers increasing the size of risk disclosure on packaging up to 50 percent by 2020.

Regulations in the U.S.

We cannot talk about tobacco advertisements without mentioning the United States of America, where tobacco marketing was flourishing for a couple of years until the negative effects of smoking were confirmed.

Tobacco products advertising regulation started in 1967 when the Federal Communications Commission (FCC) determined the Fairness Doctrine. It obliged broadcasters to present contrasting views on matters of public interest, including cigarette ads. Since then, till 1971, cigarette ads were presented alongside anti-tobacco ads. In 1971 cigarette commercials were banned from TV and radio, hence, there was no need for anti-tobacco ads and they disappeared as well. However, smokeless tobacco ads were still allowed on TV and radio till 1986. At the same time, promoting tobacco products in magazines, newspapers, and billboards were still allowed. In 1998, new rules were presented that prohibit billboard advertisements, including cigarettes in cartoons, tobacco brand sponsorships of sporting events and concerts, paid brand product placement and marketing practices that targeted youngsters (under 18 years old). Later in 2006, the law prohibited tobacco companies from using the words such as “light” that fraudulently made customers think that those cigarettes were less harmful when the manufacturers were well aware that there was no difference. Since then, companies cannot put similar words on packages or use them in commercials.

Regulations In the USA for advertising regulations

While there are strict rules for promoting tobacco products through different channels, the rules for packaging is still mild compared to other countries. The law requires that one out of four side panels of a package and at least 30 percent of the front or back side of the package is occupied by a warning, however, these rules are not always followed. There should be a warning on every advertisement as well and should take at least 20 percent of the total area.

Advertising regulation for alcohol

The case of alcohol advertising is pretty much the same as for tobacco. Alcohol advertisements were occupying a big space in media without any proper advertising regulation. Till today, alcohol advertisements are one of the most expensive ones and companies are spending billions to air their commercials or make a product placement. The regulations were brought only in 1995 when the member countries of the world health organization agreed on European Alcohol policy. The policy states that every child and young person has a right to live in an environment that is protected from the negative effects of alcohol usage and promotion of alcohol.

While every country agrees that minors should be protected from the advertisements of alcohol, the regulations on promoting and advertising alcoholic beverages are different in various countries, including the countries in the EU.

Alcohol advertising in the EU

Considering the regulations on advertising and promoting alcohol the countries can be divided into four categories: countries that do not have any restrictions, countries where there is self-regulation or voluntary regulations, countries with partial statutory restrictions (based on time, content, place or audience) and countries with a complete ban.

In the EU the regulations on alcohol advertising are partially statutory and it depends on the content. According to the law, advertising of alcoholic beverages shall comply with all of these criteria:

  • The commercials may not be aimed specifically at minors or show minors consuming alcohol.
  • It should not link the consumption of alcohol-enhanced physical performance or to driving.
  • it should not create an impression that the consumption of alcohol in any way contributes towards social or sexual success.
  • It should not claim that consuming alcohol has therapeutic qualities.
  • It should not encourage moderate consumption or present abstinence of alcohol or moderation of it in a negative way.
  • It should not state in any way that high alcoholic content is a positive quality of a beverage.

Some of the countries in the EU completely ban alcohol advertisements, and many of them allow TV advertisements at a certain time.

Alcohol advertising in the EU for advertising regulation

Alcohol advertising in Japan

There are no particular laws that specifically restrict the advertising and marketing of alcoholic beverages in Japan. However, there are certain governmental guidelines that must be followed by companies in terms of social responsibility. The guidelines regulate the labeling of alcoholic beverages and how they are represented. In addition, companies are required to pay attention to any possible adverse effects on the social environment in advertising of alcoholic drinks in order to prevent minors from drinking.

Japan has adopted self-regulations concerning marketing, advertising, and packaging alcoholic beverages. Which provide detailed rules on how to promote alcoholic drinks. Companies advertising alcohol should fulfill the following criteria when promoting their drinks:

  • The ad should not be aimed or appeal to minors (people under 2o years of age) and/or pregnant women.
  • They should not feature minors.
  • They should not encourage excessive drinking during exercising or coercion of drinking.
  • They must not be about the inducement of alcohol addiction.
  • Should not link alcohol with dangerous activities.
  • Should not show alcohol drinking while driving.

Alcohol advertising in the U.S.

The United States has a similar self-regulatory approach to promoting and advertising alcoholic beverages. The regulations are under the Federal Alcohol Administration Act (FAA) by the Tobacco Tax and Trade Bureau (TTB) hosted by the Department of the Treasury. Advertising alcoholic drinks are categorized into three main categories: Malt beverages and beer, wine, and distilled spirits. The requirement of information included in a commercial differs depending on the class of the beverage. The advertisement should provide the following information:

Malt beverages and beer:

  • The class that the product belongs to, for example, ale, lager and etc;
  • Name, address, city, and state of the advertiser.

Wine:

  • Type, class and distinctive designation that the certain wine belongs to, for example, white or red wine, champagne, sparkling wine and etc;
  • Name, address, city, and state of the advertiser.

Distilled spirits:

  • The class and the type of a certain product, for example, vodka, flavored spirits, Whiskey, etc.
  • Alcohol content as a percent of volume.
  • Name of commodity and percentage of neutral spirits (if applicable).
  • Name, address, city, and state of the advertiser.

Alcohol advertising in the US for advertising regulation

In addition to this, there are certain criteria that need to be followed when advertising alcoholic beverages. The generally prohibited practices for alcohol advertising regulation include:

  • Using statements that are misleading, untrue or false.
  • Showcasing a competitor in a negative way or being disparaging about a competitor.
  • Misrepresenting standards, tests or analysis.
  • Indecent or obscene designs, representations or statements.
  • Falsely stating the health benefits of alcohol consumption.
  • Claiming that alcohol is made, sold or marketed under federal or state regulation.
  • Claiming that malt beverages or wine contain distilled spirits.
  • Using the word “pure” when advertising distilled spirits if the word is not referring to a specific ingredient.
  • Using statements that are not consistent with approved labeling.

Summing it all up

As you can see, each country has its own approach to advertising regulation and risk disclosure. They differ according to the environment in the country and respond to the needs of the residents.

While in some countries and unions the regulatory approach on advertising can be similar, as it is about promoting alcoholic beverages, for some products such as financial products and tobacco it can be different. However, all of them are put in place to protect people from consuming the products that can be harmful to their health or can damage their financial well being.

In any way, knowing what the advertising regulations for risk disclosure are will help you make the right decision and keep a safe environment for you and the people around you.

Guest author: Konstantin has been in marketing and advertising since 2011. After leading marketing efforts of one of the largest financial brokerages and an innovative b2b fintech company, he decided to go solo and is now focusing on consulting financial companies on how to drive the best results from their digital marketing efforts. Next to this, Konstantin has been showing interest in the recent regulation of the most competitive industries – finance and iGaming. Stalk him on Quora  or connect via LinkedIn to learn more. 

The post What You Can and Can’t Do When It Comes to Advertising Regulation appeared first on Jeffbullas’s Blog .

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Internet MarketingMaking Money Online

ClickBank Demystified: Listing Your First Product

As Paypal limits some online marketers’ accounts, there’s been a resurgence of interest in selling products via ClickBank.

ClickBank takes the payment for you, deals with taxes and basically acts as a middle man between your product and customers.

Perhaps best of all, ClickBank has 100,000 active affiliates, any number of which might promote your product.

In return, ClickBank charges 7.5% plus $1 of every sale. Of course, you could potentially recoup this money by charging a slightly higher price.

If you want to sell affiliate products that are listed on ClickBank, you simply sign up as an affiliate, choose a product and start promoting your affiliate link.

As an affiliate, be sure to stay within ClickBank’s promotional guidelines, found here:

support.clickbank.com/hc/en-us/articles/220376687-Promotional-Guidelines

But what if you want to sell a product on ClickBank? Then what do you do?

As with anything, the first time you list with ClickBank, the process might seem somewhat complicated and difficult. But from experience, once you’ve listed your third or fourth product, it becomes quite easy.

 

Here’s how to list a product with ClickBank:

1: Have your product ready.

ClickBank has a set of product guidelines to follow, which you can find here:

support.clickbank.com/hc/en-us/articles/220199588-Product-Guidelines

Open a ClickBank account if you don’t already have one.

2: Create a Sales Page

You must have your own website to sell a product through ClickBank, and that includes your own web hosting and registered domain name. You cannot use a free site to sell products through ClickBank, nor does ClickBank offer hosting for web pages or assistance in building pages.

ClickBank calls the sales page, “The Pitch Page.” This is where you describe your product and convince visitors to buy it. When customers click the payment link, they are taken to a ClickBank order form.

Your Pitch page must include all of the following:

  • A detailed description of the product.

  • The cost of the product.

  • For recurring billing products, be sure to clearly state all the details of the rebill schedule, including the number of times a customer is billed, and how frequently they will be billed. For example, you should say, “Your initial charge will be $19.95. You will then be charged $9.95 per month for the next 11 months.”

  • The file format of your product, as well as any particular software or operating system required to use it (e.g., Microsoft Word, Adobe Acrobat, etc.).

  • If your product is only useful to customers in a particular geographic region or country, be sure to say so.

  • How the product will be delivered (e.g., direct download, via email, etc.).

  • How long delivery will take (e.g., immediate, 5 minutes, etc.).

  • For recurring billing products, explain how the product will be delivered, and how often. For example, if you sold a monthly newsletter, you could say that it will be delivered by email on the 1st of each month.

  • To ensure your use of a ClickBank trademark does not mislead consumers as to any sponsorship, affiliation or endorsement by ClickBank of your company, products or services, you will need to add a disclaimer to your Pitch Page(s) and Thank You Page(s). Here is the necessary disclaimer:

ClickBank is the retailer of products on this site. CLICKBANK® is a registered trademark of Click Sales, Inc., a Delaware corporation located at 1444 S. Entertainment Ave., Suite 410 Boise, ID 83709, USA and used by permission. ClickBank’s role as retailer does not constitute an endorsement, approval or review of these products or any claim, statement or opinion used in promotion of these products.

You also need to add the ClickBank Trust Badge to your page, as explained here:

support.clickbank.com/hc/en-us/articles/220376827-ClickBank-Trust-Badge

Make sure you have a copy of your script if you are using a sales video, since ClickBank might request it if the video is shorter than 15 minutes, and will definitely request it if your video goes longer than that.

HOT TIP: You can submit your script to ClickBank prior to recording your video, by sending it to compliance@clickbank.com. This way ClickBank will inform you if you need to make changes prior to making the recording.

Also make sure your Pitch Page adheres to the guidelines found here: www.clickbank.com/important-guidelines-for-clickbank-vendors/

3: Add your ClickBank Payment Button

You need to generate and add your own payment button that will send customers from your Pitch Page to the ClickBank site to pay for the product.

This isn’t difficult – just customize a line of HTML and add it to your website in the appropriate place.

Here’s how to do it:

support.clickbank.com/hc/en-us/articles/220364087-Creating-a-Payment-Link

4: Test Your Payment Button

Before you submit your product for approval, you’ve got to place a test order as though you were a customer. This way you know that all of your links are working.

But to make the test purchase, you must use the test credit card details that ClickBank provides to you. You can no longer use a real credit card for this step.

To make a test purchase:

  1. Log in to your ClickBank account.

  2. Click the Vendor Settings tab.

  3. Click My Site.

  4. In the Testing Your Products box, click Generate New Card Number.
    This creates a credit card number, expiration date, and validation code you can use to place test orders. This card information will be valid for 24 hours, after which time it will expire and will no longer be usable for test orders.

  5. Take note of the credit card information.

  6. Go to the Pitch Page for the product you want to test, and click through the payment link, which should take you to the ClickBank order form.

  7. Enter information into each field of the order form. You can use any address information you want, but enter the test credit card details you created.

  8. Verify the information on the order confirmation page. Click through to download your product, which should take you to the correct Thank You Page URL for the product you are testing.

5: Create a Thank You Page

The Thank You Page appears only after a customer makes a purchase. In addition to thanking the customer, the thank you page must also include the following information:

  • Customers must be able to reach you if they have a question about your product need technical assistance after the purchase. Please include an email address, a link to your email address, or a contact us link on your Thank You Page.

  • A reminder to the customer that their credit card or bank statement will show a charge by ClickBank or CLKBANK*COM, rather than a reference to your specific product. This reminder should be prominent, as customers sometimes request refunds because they forget that ClickBank is handling the purchase.

  • Clear instructions on how to download or access the product, or information on how and when it will be delivered to them.

  • To ensure your use of a ClickBank trademark does not mislead consumers as to any sponsorship, affiliation or endorsement by ClickBank of your company, products or services, the following disclaimer needs to be at the bottom of any page with a ClickBank reference:

ClickBank is the retailer of products on this site. CLICKBANK® is a registered trademark of Click Sales, Inc., a Delaware corporation located at 1444 S. Entertainment Ave., Suite 410 Boise, ID 83709, USA and used by permission. ClickBank’s role as retailer does not constitute an endorsement, approval or review of these products or any claim, statement or opinion used in promotion of these products.

6: Designate a HopLink Target URL

If you want to take advantage of ClickBanks’ affiliate network, you’ll need to specify a URL where affiliates can send potential customers.

This URL is the “HopLink Target URL.”

Typically, the HopLink Target URL is the same URL as your Pitch Page, though not always.

To designate a HopLink Target URL, follow these steps:

  1. Log in to your ClickBank account.

  2. Click the Vendor Settings tab.

  3. Click My Site.

  4. Click Edit to the right of the Marketplace Information section.

  5. Enter your HopLink Target URL in the top field.

  6. Enter Marketplace Information (see below).

7: Enter Your Marketplace Information

This is the information a potential affiliate will see when they are searching for new products to promote. An accurate and compelling Marketplace description will help affiliates find your product and convince them to promote it for you.

Here’s the information you’ll need to enter:

  • Marketplace Category and Subcategory – The category and subcategory in which to display your product. 

  • Marketplace Title – Your site or product’s title in the marketplace. This can be up to 70 characters long.

  • Marketplace Description – A description of your site or product. This can be up to 250 characters long.

  • Commission Rate – The base commission rate you will pay to affiliates if they successfully send a buying customer to your site.

  • Affiliate Tools URL – If you have created a page with tools for your affiliates, such as copy, graphics, or recommendations, enter the URL here.

  • Affiliate Support Email Address – If you have an email address through which affiliates can contact you with questions or concerns, enter it here.

  •  

8: Complete the “My Products Information” section

This is information about your product such as the location of your Thank You Page and your retail price.

  • Log into your ClickBank account.

  • Click the Vendor Settings tab.

  • Click My Products.

  • Click Add New Product.

  • In the Product Type field, select One-Time Digital Product.

  • Enter the Product Details:

    • Product Category – The category of the product.

    • Item Number – Each product in your account must have a unique item number. This value can include letters, numbers, and dashes.

    • Product Title – The product title that should be displayed on the ClickBank order form. This field is limited to 70 characters. This title does not appear in the ClickBank Marketplace.

    • Language – The language in which the product is offered.

    • Image (Optional) – The image displayed on the order form for the product. You can select any approved image that you have uploaded.

    • Pitch Page URL – The URL where you will offer the recurring billing product to your customers. This might be the same as the HopLink Target URL on the My Site page.

    • Mobile Pitch Page URL (Optional) – The URL where you will offer the product to customers on mobile devices.

    • Max Purchase Quantity – The maximum quantity available for a single purchase.

  • Enter the Product Pricing and Commission information: 

    • Product Currency – The currency with which customers can purchase the product.

    • Product Price – The price the customer pays for a one-time product. This price must be at least $3. If you are using a currency other than US Dollars, the price must be worth at least $3 according to the current exchange rate.

    • Commission – The commission percentage an affiliate receives for the sale of a one-time product.

  • Enter the Product Delivery Details. You must provide at least one delivery option:

    • Digital Product Upload – You can upload a single file here to have it delivered by ClickBank. If your product includes more than one file, you must deliver it through your Thank You page instead. See the Digital Product Upload article for more information about this option.

    • Thank You Page URL – The URL where the customer is taken after purchase, which provides instructions on how to retrieve the product.

    • Mobile Thank You Page URL – The URL where a customer using a mobile device is taken after purchase, which provides instructions on how to retrieve the product.

  • Click Save Product.

9: Request Product Approval

Before you can begin selling your product via ClickBank, it needs to be manually approved by ClickBank’s Business Services. Once you’ve completed the steps above, submit a product approval request by doing the following:

  1. Log in to your ClickBank account

  2. Click the Vendor Settings tab.

  3. Click My Products.

  4. Locate the product to be approved.

  5. Request product approval by clicking the Submit Product Approval Request icon in the Actions column of the product listing.

  6. Fill out the Request Product Approval form.
    The contents of this form vary based on the product type.

  7. Verify the information. If the information is accurate, check the checkbox indicating that the listed information is accurate.

  8. Click Submit Product Approval Request at the bottom of the form.
    The system will assign a status of Approval Requested.
    A member from ClickBank Business Services will review your site and product information to determine if it will be approved or disapproved.

    • If approved, the system will update the product status to Approved. You can then begin to sell the product to customers.

    • If disapproved, the system will update the product status to Disapproved. You can modify the product to resolve any issues and resubmit it.

You will typically receive the results of your request within three to five business days via email.

10: Pay the One-Time Activation Fee

Yes, there is an upfront free to selling on ClickBank. It’s $49.95 for your first product, and $29.95 for each product thereafter.

When your product is approved, you’ll receive instructions on how to pay this activation charge.

Note: To get the discounted rate on future products, you must include a note in the “Comments” section of the first product approval request you submit from the new account, stating that you would like the discounted activation fee for your new account and including the nickname of your first account or the receipt number of the initial activation charge payment.

11: Begin Selling Your Product

Yeah! You’ve finally made it to this step.

Again, it sounds like a lot of work to get a product on ClickBank. But some of this – making a sales page, making a thank you page, creating a payment button – are things you would have to do no matter how you make sales.

Here are a few more tips to make your ClickBank product a success:

Add a Product Image

Once you’ve completed your product listing, you can add a product image. When this image is approved, it will appear on the ClickBank order form for that product.

Remember, products with images – including virtual images – tend to convert better than products without them.

Attract Affiliates

Create an affiliates’ page that provides additional information, images and resources to potential affiliates.

These resources help you to control your branding, and also make it easier for affiliates to promote your products.

Provide Customer Service

Just as always, you’ll need to answer questions about your product and help customers as needed.

Encourage customers to come to you first, if they have any issues or problems, rather than going to ClickBank.

This is especially important for refunds, since ClickBank will refund, no questions asked.

It’s better if you can find out why they want a refund, and then perhaps offer them something else in exchange, rather than a refund, as discussed elsewhere in this issue.

And there you have it – listing a product on Clickbank is perhaps a little more work than listing it on your own.

Then again, they ClickBank system is nearly foolproof. Make it through all the steps and your sales funnel will work.

And you won’t have to deal with VAT taxes, state taxes or Paypal suddenly limiting your account.

And perhaps best of all, you do get potential access to 100,000 active affiliates.

If only a tiny handful of those active affiliates love your product and promote it hard, you can literally earn a six figure income from one product.

Mike Geary wrote the book, “The Truth About Abs” and sold it on ClickBank for $47, starting in 2005.

Between sales of the book, his related membership site and affiliate products he promoted to his list, he was clearing about a million dollars – per MONTH.

Who knows… maybe you’ll be the next 6 or 7 figure ClickBank product creator!

 

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Internet MarketingMaking Money Online

Simple Marketing Funnels 101

As a marketer, you’ve got a lot of different options when it comes to marketing tactics. In fact, you might even be baffled by all the choices out there.

And every new marketing product launch is suggesting that you focus on their method, because that is the one that will get you across the finish line.

The fact is, you could be using every ‘system’ out there, be on every social media channel, be blogging or vlogging daily, and still not make any money.

Instead of grasping at the latest method and trying to make it fit into some semblance of a marketing plan, it makes more sense to start with the plan itself.

You need a marketing strategy that will work no matter what happens online, one that is flexible enough to adapt to any new traffic strategy, and one that has already stood the test of time.

I’m talking, of course, about building a marketing funnel.

A ‘funnel’ is simply a funny name for a marketing system that guides your prospect from first hearing about you or your website, to eventually becoming a paying customer, and possibly even an advocate for your business.

When you have a marketing funnel in place, you can send traffic to your funnel from any place you choose, knowing that a certain percentage of that traffic will become profitable for you over time.

Here’s how, step by step, you can build your own marketing funnel for consistent, long term income.

Step #1: Do Your Research

You’re probably anxious to get started and would like to dive right in. This is what most marketers do, but it’s also why most marketers fail, too.

It’s important to understand who your customers are and what they really want.

Doing your research takes time, but it pays off. When you understand the emotions of your target audience, you can create the right content for them at each step in your funnel.

When you can give the right message to the right people at the right time, you will succeed.

Understanding Customer Demographics

Demographics are things like your target market’s age, gender, income, occupation, location and so forth. This gives you first level insight into how they might make their purchasing decisions.

You might be targeting executive women over 40 who vacation alone, for example, or 20-something men who live and breathe martial arts.

You’re looking for that small core of people who are your ideal customers. When you know who they are, you can find out where they hang out, what they read and watch, and so forth.

And when you know exactly who you are targeting, you can get inside their head and use their language, too.

Everyone believes they are unique, and so are their problems. If your marketing language is tailored directly to your market, then your audience will feel that you are speaking just to them, and your conversions will increase.

You might want to use FollowerWonk to learn the language of your prospects. Just type in what their profession is and where they live to find people on Twitter who fit the profile.

Make a list of these Twitter accounts, follow them to monitor what they share and send, and find out what they’re talking about.

Also, go to Amazon and find the recently published books in your niche. Read the reviews and you’ll find the common objections to what’s already out there.

Be sure to read the reviews that are 2 to 4 stars. These are the folks who tend to write out a more thoughtful review, with one or more objections, and they’ll say what they thought was missing about the book as well as what was right about it.

Using Buyer Psychology

If you can discover the psychology of your buyers, then you can use that to craft messages that resonate with them and make them think you really know them.

You want to understand their personality, attitudes, viewpoints and so forth.

For example, you might notice that people in your target market tend to be on social media in the evening. This tells you that the right time to send them messages is during this time.

Or maybe your target market favors one particular social media site. Adopting the style of communication used on that site, as well as using the site itself, will work wonders to connect with your audience.

To really get to know your audience, use a tool like Qualaroo to ask your website visitors a question when they get to a certain page on your website. When they answer the question, you can ask them for their email address and follow up to schedule a phone call to learn more.

You’re not trying to sell them at this point. You’re just trying to gather information on the problems they deal with, the words they use to describe their challenges and so forth.

Any chance you get, interact with your prospects and customers to find out what’s on their minds, how they speak, what words they use, what keeps them awake at night and so forth.

The better you know your customer, the better able you can serve them.

Now that you’ve got your research done, let’s build the funnel itself:

Step #2: Attract Your Tribe

After doing all the research, you now know who it is that you’re trying to attract, so it’s time to get busy.

Your job is to get the attention of your potential customers.

Use the words they use to describe their problems and the things they care about, and start writing some great content.

Write 2 or 3 excellent blogposts to get started, and plan on adding at least one more post each week.

And create a lead magnet, too. A lead magnet is something you offer your visitors in exchange for their email address. Since your ultimate goal is to capture your visitors’ information so you can market to them time and time again, offering a lead magnet is imperative.

Choose a topic that is certain to resonate with your future readers. It should solve a problem or provide a key piece of information not readily available elsewhere.

Use a headline that employs at least three of these elements, to make it irresistible:

  • Emotions (For example: Surprising, Inspiring, Shocking, etc.)
  • Type of Content (For example: (Video, Book, Infographic, etc.)
  • Topic Element (This is your actual topic, such as dog training, driving traffic, treating diabetes, etc.)
  • Format Element (Is this a list? A story? A quiz? Etc. If it’s a list, simply use a number, such as, “7 Ways to ___”
  • A Promise (How to ___, Latest News, Complete Guide to ___, Improve Your ___, Reduce Your ___, Increase Your ___, Etc.)

Here’s an example headline: 7 Shocking Secrets to Reducing Belly Fat Fast.

Emotion: Shocking

Type of Content: Secrets

Topic: Belly Fat

Format: 7 (list)

Promise: Reduce Fast

The headline on your lead magnet has got to be great. The better the headline, the more subscribers you will get – it’s that simple.

And of course, your lead magnet must deliver on whatever it is that you’ve promised.

Here are a few headline templates of the “How to” and “List” types to get you started:

  • How to do [topic] In Under X Minutes
  • How to Make People Line Up to [topic]
  • How to Get [benefit]
  • In Under X Minutes
  • How to Skyrocket Your [benefit] With [topic]
  • How to Avoid Looking Stupid When Asked About [topic]
  • How to Turn [topic] Into [benefit] Every Time
  • How to [benefit] Like [case study or example]
  • How to Master [topic] In X Steps
  • X Ways to Avoid [negative outcome]
  • X Examples of [benefit] from [case study or example]
  • X Experts Reveal How to [benefit]
  • X Little Known Ways to [topic]
  • X Questions Answered About [topic]
  • X Underground Tips On Achieving [benefit]
  • X Tips on How to Avoid [negative outcome]
  • X Shocking Mistakes Killing Your [topic]

Create a simple squeeze page with dynamite bullet points advertising your lead magnet and insert your autoresponder form.

If possible, use the two-step sign up method. In a normal one-step sign up, people insert their email address and click “Gimme the Report Now!” or whatever your button says.

In a two-step, people click a button that says, “Gimme the Report Now!”. This takes them to the next page, where there is a bar across the top indicating they are 50% done in getting their report. All they need to do now is fill in their email address and press the button.

Yes, I know the two-step is MORE work. But oddly enough, thanks to human psychology, it almost always converts BETTER than the one-step.

In the two-step, people initially think all they have to do is press a button, and so they do it.

Then and only then are they told to enter their best email address. But they’re already halfway done, so why not?

It might seem quirky, but it works.

From your research, you know where your future customers hang out, so it’s time to find ways to get your content in front of them, where they live on the net.

We’ll cover a few to get you started, starting with‚

SEO

If you’re good at SEO, or willing to learn, then getting the number one spot on a search engine for one of your keywords can earn you 33% of traffic for that keyword. Depending on which keyword or key phrase you’re using, that could be a massive number.

Anytime someone is searching for related content, they can find your website there at the top of the search engine.

You’ll probably find that SEO tends to be easier for business to business sites, than for business to customer.

But again, it depends on the keywords and your ability to rank high.

Social Media

If you’re not an SEO person, that’s okay. Social media can be a great place to get traffic.

Did you know that social media now drives 31% of all referral traffic?

By now you should know which social media platforms your audience prefers. There’s no need to be on every social media platform – just the two or three your future customers favorite the most.

Fill out your social media profiles with information about you and your business. And make sure there’s a link to your website’s homepage or squeeze page.

Post frequently and start discussions with your followers. Be the go-to person to answer questions or provide help and direct people back to your website where they can find things to help them.

Promote Your Blog

It’s great to write blog posts and have the world see them. It’s not so fun to put all that time and effort into posts, and then nobody shows up.

If you’re creating great content that your tribe of people like, then the easiest solution is to promote your posts on social media.

Studies show that if you create 15 blog posts per month, and then share that content through social media, you’ll average 1200 new leads per month.

Of course, however many posts you make, you should still be sharing your content on social media.

And don’t be afraid to promote posts from a month or two ago, either. New followers probably haven’t seen those posts. You can start a social media schedule that promotes your content automatically by using a tool such as Buffer, Hootsuite or Social Jukebox.

You can also repurpose your content to get more use out of it.

Quote different snippets from one post in another post. Ask your target audience questions that are relevant to the post. Put several posts together into one big authority piece that you use as another lead magnet, and so forth.

Get Your Readers to Share Your Content

By making it easy for readers to share your blog posts, you can get more people seeing your stuff.

Think of the last time you were on Facebook and clicked on something a friend shared. That’s how simple it is!

Allow and encourage your visitors to share your blog posts by embedding a social sharing tool on your website.

Note: Do NOT activate the, “Show number of shares” on the tool until you are getting plenty of shares. No one likes to think they are the only one sharing your posts.

Step #3: Build Relationships with Your Readers

Once you’ve got people coming to your site, your email list should start growing. And once you’ve got a person’s email address, you can really start to build a relationship with them.

It’s not about selling to them straight out of the gate.

Instead, introduce yourself, send a few emails that help them get the most out of the lead magnet and even expand upon the lead magnet, and gradually begin offering relevant products.

The key here is to focus on relationship building, not on selling.

Send your readers emails with content that is entertaining as well informative, and that aligns with the topic of your lead magnet.

It doesn’t have to be the exact same topic, but it does have to be the same niche.

For example, if the lead magnet is how to grow roses organically, don’t send information on how to cure arthritis. Yes, some of your rose growers might have that problem, but that is NOT why they joined your list. However, it’s probably fine to offer organic growing tips for other perennials, too, since that is still close to the original topic.

In your emails, use social proof to build credibility whenever possible. You can use case studies, testimonials, interviews and so forth. This works especially well if you are offering your own products or services, although you can do it for affiliate products, as well.

Build trust by telling stories about your brand, your products and even about yourself. Show that you are a normal, trustworthy person they can believe in, and not some fly-by-night jockey out to take their money and run.

To build even more trust, you might offer email courses. These can teach anything in your niche, and they’re the perfect excuse to continue to show up in your reader’s inbox day after day.

Plus, they train your reader to open and read your emails, too.

Make sure that each email teaches only one thing. You don’t want to overwhelm them with so much information, they decide to read your emails “later.” Later never comes. Ever.

And use the cliffhanger close whenever possible. At the end of each email, give them a clue of what’s going to happen in the next email – sort of a tease.

For example, “P.S. Tomorrow I’m going to give you the 11 word Facebook ad that earned $194,753 in 4 days. Stay tuned and watch for my email!”

Step #4: Sell Nicely. And Effectively.

You’re building a relationship with your readers. You’re giving them some good info, your emails are entertaining and fun to read, and you remind them each time you have a new blogpost.

When do you get to sell?

Really, you can do it every day, if you like.

Here’s what I recommend – and mind you, there are marketers who will disagree. But this is what I’ve found works best for me:

Send out one email each day. Yup‚Ķ email DAILY. Yes, some marketers will tell you to email once or twice a week, because they don’t want to annoy people.

Do you know what happens when you only email once or twice a week? Your subscribers only see an email from you once or twice a month. Remember, inboxes receive a LOT of emails these days. Most people never click on most of the emails they receive. They’re going to miss some of yours, guaranteed. Don’t take it personally.

When you email only once or twice a week and they finally do see an email from you, they’re going to wonder who the heck you are, because they have FORGOTTEN you.

When you only appear in their email every now and then, you get lost in the crowd. Yes, they loved your report, but that was a month ago, and now they can’t even place your name.

You’ve got to be in their inbox every day just to be seen every other day or so, and to be remembered.

“But won’t people unsubscribe if I email too often?”

People will unsubscribe even more if they can’t remember who you are.

And do you know how much relationship building you can do in a day when you don’t email? None. Do you know how much selling you can do in a day when you don’t email? None.

Just like Wayne Gretsky, you miss 100% of the shots you don’t take.

So yes, email daily.

For your first few emails after they subscribe, don’t sell unless it’s from the P.S.

A P.S. sell is one in which you send an email with a story or tip or something of value to them, like maybe you share a golfing story if they are golfers. And then in the P.S. – almost like an after-thought – you suggest they go check out the so-in-so product that will take 10 strokes off their game.

No one minds that kind of selling, and you can do it every time.

Send out the same email again in the evening to everyone who didn’t open it in the morning. This will increase your opens and your clicks.

Step #5: Ramping Things Up

You’ve heard of upsells, downsells, front ends and back ends.

But what is all that stuff, anyway?

So far, we’ve talked about a simple funnel that takes you from being completely unknown to someone your new subscriber knows, likes and trusts, and hopefully buys from, too.

And we’ve done it without buying traffic, although that is certainly an option.

If and when you are ready to put your funnel on steroids, so to speak, here is what you might do:

In addition to a lead magnet, create an actual product you’re going to sell. This will be a low priced entry level product, maybe about $7 to $17.

Your goal is to optimize this offer until you know that when you send 100 people to the offer, enough people will buy the offer to pay for your advertising. You want to break even, so that you can continue to do this over and over again and build your list of buyers quickly.

This low cost offer is called your front end offer. It gets buyers in the door.

You might wonder why you would bother getting buyers if you only break even – why not get free subscribers?

Because one buyer is worth somewhere between 10 and 100 free subscribers, depending on many different factors.

If you can get yourself a list of 1000 buyers and you play your cards right, you can likely quit your job.

But if your list consists of only people who opted in to get your free report, you’ll more likely need 100,000 subscribers to quit your job.

See the difference?

Now then, on your front end offer, you can make it even more lucrative by making them a second offer, called an upsell.

And if they don’t take the front end offer, you can also offer a downsell, so to speak, which is simply to get your lead magnet in exchange for their best email address.

Next month we’re going to cover all of this in detail, and more.

Building a funnel the way we described here is a great way to get started. But‚ it’s also the slow way.

It takes time to build a profitable list using this method. And it takes a good deal of work, too.

If you can create an inexpensive front end product that you can promote with paid advertising and break even, believe it or not, you’ve got a profitable business.

And if you can then sell them more expensive products on the backend, such as higher ticket items and recurring memberships, you’ll have a business that you can continue to grow and profit from for as long as you choose.

Stay tuned, we’ll cover all of this in detail next month.

Until then, do your research, find out who your customers are, and start creating some great content they’ll love.

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