The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?
Focusing only on open and click rates?
In his book How to Win Friends and Influence People, Dale Carnegie said: “You can make more friends in two months by becoming interested in people, than you can in two years by trying to get other people interested in you.” And this quote tells marketers a lot too.
Rather than focusing on what is arguably a vanity metric like
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
In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.
Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and sales tend to think of their websites as ‘showcase’ pages at the early stage of selling and they focus on other channels such as email and events as key channels during the later stages. The real disconnect highlighted by the study is that customers still value company websites as a critical touchpoint throughout the buying journey — all the way to closed or won.
They key takeaway? Don’t underestimate
Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.
The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and 77% rated video would as an effective content marketing tactic.
It’s therefore important to have video as part of a content marketing strategy when looking at ways to not only drive lead generation but offer something visual and engaging to really tell a story.
With that said, there are so many types of video to choose from when pulling together compelling content for a buying audience – from ‘pieces to camera’ to behind-the-scenes shots to help prospects and existing customers get a feel
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%
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
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’
How to Craft the Perfect Email written by John Jantsch read more at Duct Tape Marketing
Some small business owners are intimidated by email marketing. Having to write an individual email is scary enough if you don’t consider yourself a writer. The thought of sending an email out to an entire mailing list can be downright terrifying!
Fortunately, the perfect email is about more than just writing. And even for the written elements, once you’ve figured out the essential components, it’s easy for even those more timid writers among us to excel.
Here are the steps that go into crafting the perfect email.
Start with a Strong Subject Line
According to Campaign Manager, the average office worker receives 121 emails per day. That’s a lot of activity in just one inbox, and it
Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy — thereby severely restricting their flexibility to deliver successful campaigns to consumers.
Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark — unable to connect the dots between campaign insights held in DoubleClick Bid Manager (DBM), Campaign Manager (DCM) or the Google Exchange, with behavioural data from other ad tech providers such as Adobe Analytics. Without this data, understanding which audiences to buy so that messages reach the most economically productive users has become a guessing game.
And the limitations on buying make matters worse. Advertisers using independent tools in any capacity, such as to test for ad
It used to be that as long as you wrote long-form, valuable content on a regular basis, you could do well at content marketing
Unfortunately good content isn’t enough anymore.
The SERPs are getting more competitive, and the marketplace is turning into a winner-take-all battle to the death.
Here’s what the latest content marketing studies can teach us about ‘good’ content and why it’s no longer going to get you the results you want.
1. The battleground is overflowing
On average, four million blog posts
are published daily. With so much competition, it’s becoming nearly impossible for your content to be seen.
There are millions to billions of search results for even the most absurd keywords on Google:
“Good” content isn’t enough to make your post the one-in-a-million (or billion) articles that earn a coveted spot on the first page in SERPs. After all, only the top ten make it onto page one. At most.
When looking at the list, it’s understandable if you start to feel a little excited about your chances. After all, the first three ranking factors (site security, page speed, and mobile friendliness
) are all fairly easy to meet with little to no technical or SEO knowledge
Unfortunately, it starts to go downhill from there. It’s nearly impossible to gain the links and social signals required to rank in the top positions on search results.
Research from Moz and Buzzsumo indicated that 75% of blog posts
received zero links and fewer than ten shares.
And it’s only gotten worse over the last four years. Much worse.
These days, only the top 1% of 1% will ever show up in the top five SERPs.
And that’s not even the worst part…
2. Click-through rates are abysmal
We’ve already covered that 95% of click-throughs go to the first five results in SERPs. Which is bad enough. But just how closely did you look at that graph that I shared?
Let’s blow it up for easier viewing:
Over 30% of CTRs on a desktop go to just the first SERP result. And that rate gets cut roughly in half as soon as your article slips just one position. While things are mildly better on mobile devices, it’s still a shockingly steep curve.
By the time you’re in third place, you’re only getting a third of the click-throughs of first place.
At this point, you may be so depressed by the competitive SERP environment that you’re thinking about your other options. After all, SEO is far from the only way to get your content out there.
Maybe you’re willing to put your money into paid ads?
Both these averages are higher than when the survey was first done in 2016. But the average cost per click has also gone up over that period. Which brings us back to the insanely competitive battleground.
You could opt for social media ads instead. But the competition is just as fierce there. Acquisio reports that the average CTR of a Facebook Ad ranges between 0.5%–1.6%.
But of course, you need to account for the insane reduction in potential reach. Since you’ve now gone from a SERP or social media audience in the 6–7 digits to a small mailing list. Even with the right lead magnets
, your list is probably only in the 4–5 digits.
Wait, what about video content
? Cisco reported that 82% of all internet traffic
will be related to video content by 2021. And as a newer development, it should be less competitive, with better results, right?
Video marketing is already as saturated a market as blogging
, if not more so. Companies are already dominating with video, and first to market advantage for it was lost years ago:
Which means that 40% of people have got their answers straight from Google, without ever having to click through to your website or anyone else’s.
And that percentage will only continue to grow.
Back on Wednesday, March 14, 2018, Google started experimenting with zero-result SERPs
where organic search results were entirely removed from a small number of keyword searches such as the one shown here about the time in Seattle:
All that hard work for almost zero real content consumption, and therefore, no brand awareness or development.
I’m not trying to suggest that SEO will disappear. Far from it. After all, Amazon and Voice search both equal SEO.
But we need to start looking at SEO and content in a new light. It’s no longer just text. And it’s no longer even static. Content is becoming more conversational, both through voice search and chatbots
This is just yet another sign that SERPs have become winner-take-all markets. And ‘good’ content is not enough to survive. So what makes the cut? What is better than “good enough” in today’s market?
Let’s cover a few examples of how companies are standing out.
Check out this customer service resume article
. It covers multiple subsections and targeted keywords in the customer service space. This is a great start. Then, it delivers with detailed content and a free PDF to drive big-time on site and user satisfaction, all while building their brand:
Want to produce better content? Stop settling for mediocrity. Drive value through depth, content upgrades, and understanding what the user wants to see.
Another stellar example is from SpyFu
, a competitive analysis tool. In a blog post about SEO audits
, a topic that has been covered more times than you can probably count without going crazy, they vastly improved their value. How? First, they added a table of contents for usability:
But that was just a minor step. Then, they took usability to the next level and created a video showcasing how to do it for visual learners and those that want to follow along:
Finally, they were responsive in the comments section answering any and every inquiry:
Want better results? You have to go the extra mile as SpyFu did. That means better-formatted content, more formats to consume it, and responding fast.
Content marketing can still provide significant results for your business. If it couldn’t, people wouldn’t still be creating millions of blog posts every day.
But in this hyper-competitive market, with no barrier to entry, anything less than extraordinary will languish in obscurity.
If your content is not amazing, unique, or controversial… don’t bother. Because the odds are literally stacked against you in almost every way possible.
You’re fighting an uphill battle. Where you need to be the one in a million to get noticed.
Guest author: David Zheng is the Founder of Growth Wit
and the Head of Growth at BuildFire
. He specializes in growth and content strategies to help influencers, eCommerce brands, venture-backed startups, and Fortune 500 companies grow their traffic and revenue online.
is one of the fastest-changing marketing channels and no wonder! Google is coming up with dozens of updates
and changes each year forcing forward-thinking digital marketers to come up with more and more ways to keep up.
But keeping up is not even enough. In order to maintain consistent search engine visibility marketers need to keep looking into the future of Google. What will the search industry look like in 5 years and what should we be doing now to prepare?
I’m not that good at predicting the distant future of Google but here are three emerging trends to embrace now:
Use topic clusters to structure internal linking
While internal links define the hierarchy and structure of a site, they also make navigation intuitive and easy, while distributing link authority through the pages. However, if they are not organized well, the full benefit of an internal linking strategy won’t be achieved.
Using the topic clustering technique is a great way to create an effective internal linking strategy that will help both search crawlers and human beings to better understand your site.
Simply put, a topic cluster is grouping your site pages by topic. It’s an enhanced and combined version of a blog category page and the manually curated “Resources” page.
Topic clusters should demonstrate that a site covers a specific subject comprehensively, i.e. users will be able to find an answer to any subject-related question on the site.
You can build an effective topic-cluster-driven internal linking page by following these two steps:
1. Identify your topics
You’ll need comprehensive pages for each topic the site covers, so it’s important to determine the site’s main topic areas.
Although it’s normally not fun to do, it’s critical to conduct a content audit. This will force you to take a long, hard look at the existing content. This should be relatively easy, provided you’ve been tagging and categorizing the content consistently.
If the content is not structured by tags and categories, it’s a good idea to create a simple spreadsheet to help you create order and structure. Each row should have the URL of a blog post and the corresponding focus topic. Identify the posts that could serve as pillar pages.
2. Build clusters and interlink them together
When this is done, it should be relatively easy to group all posts into clusters. When it comes to internal linking:
Use breadcrumbs for each article within a cluster to link to its parent/pillar page. Use Google’s official best practices
to markup the breadcrumbs using structured data.
Use in-content links to internally inter-link all pages within each cluster.
I am a big proponent of in-content links for two main reasons:
They are believed to be more effective
for spreading link equity around the site than menus and footer links.
Although it is okay to link content to topics that are not in the cluster, this should only be done when necessary. The objective here is to provide links that will guide visitors through the customer journey and answer increasingly specific questions while breaking down conversion barriers.
3. Create an on-going strategy to promote your clusters
Re-vamping your current category pages to turn them into clusters is a good idea. Here’s a great article
on how to rank your category pages by turning them into pillar content pages:
As you can see, the end goal is to create high-quality multi-media resource pages categorizing your existing content by topic. On top of all, these are also your biggest assets. By marketing these pages you ultimately promote all the individual articles and assets that are linked from your pillar pages.
My suggestion is to add your SEO team to your social media calendar for them to be able to add these pages for social media promotion as soon as they are done working on them. ContentCal
is a tool that can help you put these articles into circulation. Your SEO team can add the pillar pages into the “Pinboard” for your social media manager to put them on a schedule:
[ContentCal bridges the gap between your SEO and social media marketing teams allowing your SEO assets to be effectively promoted through brand social media channels increasing their organic visibility.]
Leverage user intent for SEO
In the SEO world, “Searcher intent optimization
” has received a lot of attention lately. These days Google focuses on identifying and measuring user satisfaction signals. And the future of Google looks very similar.
This refers to a search sequence when a user sends a query, finds and clicks on the relevant link, discovers useful information, and then either enters a query for the next stage of the journey or stops searching.
The objective of user-intent profiling is to achieve higher user satisfaction which improves your rankings
(by sending positive signals to Google) and keeps your customers on your site (by giving them what they want).
Users can be targeted based on funnel stages if the content is created around the search intent. Queries can be divided into three categories
: transactional, informational, and navigational.
Transactional queries are executed by users who have done their research and want to purchase something. These are bottom-of-the-funnel prospects and these queries have the highest value. These often include terms such as “requirements,” “integration,” “pricing,” and “comparison.”
Informational queries are executed by users who are doing research and are not really interested in purchasing anything. These often include terms like “when is,” “how does,” “what is,” etc.
Navigational queries are executed by users who want to find out where they need to go to in order to fulfill a need. They could be looking for a physical location or a URL. These include the brand name, “address,” “location,” or a generic product name.
You will likely to see more clicks and conversions if you focus on creating content that directly responds to these three types of queries. Search engines use topic modeling and other known factors to determine user intent and match it to page content.
You can reverse-engineer Google’s understanding of search intent for each query using Text Optimizer
which is an advanced SEO tool that grabs Google search results for each query and applies semantic analysis to extract intent tables:
Type in your search query
Click “New text”
You’ll see the tool generate the list of all terms and concepts that will help you optimize your content for Google and its users’ expectations:
Furthermore, conversion optimization
is needed to help you identify whether you are doing a good job meeting your visitors’ expectations and giving them what they came for. Finteza
is the easiest way to set up event monitoring and compare their performance across different landing pages:
[Keep track of your on-page conversions to identify those that fail to satisfy the user’s intent]
Focus on topic optimization instead of keyword optimization
While the goal of keyword optimization is to make a page rank for individual keywords, the objective of topic optimization is to make a page rank for a group of keywords, i.e. the main keyword and its close synonyms and related terms.
Topic optimization should result in more diverse rankings and satisfy a changing algorithm with the future of Google moving further away from keywords and closer to a user’s intent. If you do a good job discussing a topic in-depth, you have likely touched on many other ideas that are connected. A page that is optimized well indicates both depth and breadth to search engines, enabling the site to rank well for a bigger range of keywords.
The skyscraper technique is commonly used to get topical authority. This, basically, involves taking the piece of content that ranks highest for the topic and then writing a better piece.
You could also exploit areas where your competition has only scratched the surface and dive deeper with your own content by adding step-by-step instructions, examples, figures, and stats. You should use whatever your audience might find helpful and relevant, while never stuffing it with more keywords.
The basic point is not to write the most in-depth, longest piece of content, but rather to answer relevant questions, hence providing the most helpful content. Some examples include:
You can use Serpstat’s
grouping tool to identify topics behind keywords and optimize for the whole group of keywords:
[Serpstat uses Google search results pages to group keywords by relevancy allowing you to optimize for each group rather than for each individual keyword]
Prepare for the screenless buying journey
Most importantly, in 5 or so years ago, the future of Google may become 100% screenless. Voice
search are both on the rise. Consumers are becoming increasingly comfortable with the idea of speaking their search terms to a device or showing the camera what they want to buy.
And in response, they expect directions and actions, not ten blue links that have been driving online visibility for more than a decade now.
How do you adapt to screenless and consequently click-less search?
There are things you can do already. For example, adopting Google Actions
to teach smart speaker devices to navigate and use your site is one of the first things to do. Next, be sure to implement conversational marketing, i.e. create smart chatbots to help your customers whenever they need assistance.
Luckily, conversational marketing is easier than you think. Botsociety
makes it easy to create smart customer support and shopping assistance chatbots.
[Teach your site to speak back to your customer by designing smart chatbots that can teach themselves to be of better service as they collect more data]
Be strategic about the future of Google
Content marketers have to be strategic and think about achieving broader objectives when content is created. Using a link structure that is organized, topic clusters that are comprehensive, and user intent profiles is more important for SEO strategies than ever before.
Guest author:Jessy Troy is co-owner of Hire Bloggers, a blog dedicated to helping bloggers find paid gigs or even full-time jobs. You can catch up with me on Twitter as @JessyTroy
Email marketing has been around for a long time, and consequently, people have developed a lot of opinions about what works and what doesn’t. However, as the digital marketing landscape has changed, some things about email marketing that used to be true are no longer so. And there are some things that have always been myths, but still persist today.
Here, let’s debunk the six biggest email marketing myths out there.
1. Email Marketing is Dead
As more digital channels have emerged through which you can reach clients, there have been whispers going around that email marketing is dead.
In reality, that couldn’t be further from the truth. Marketers still see a great deal of value in email marketing, and are still investing heavily in this tactic. According to surveys from HubSpot
, 93% of B2B marketers use email to distribute content. On the B2C side of things, 59% of consumers report that information in an email has influenced their purchasing decisions. And everyone is on email. Ninety-nine percent of consumers check their email every single day (and most report doing so multiple times a day).
2. Frequent Emails Feel Spammy
Some marketers are hesitant to send regular emails at the risk of annoying their mailing list. And it’s true, for most consumers, their inboxes are crowded places. A survey from Marketing Charts
found that the average person receives 416 marketing emails each month.
But just because others are sending emails doesn’t mean you shouldn’t send any (or only send one once in a blue moon). The key to avoiding that spammy feel is ensuring that your content is always valuable. If you send emails that add value, provide information, and are actually helpful to your audience, you’re a lot more likely to see strong open rates and a reduction unsubscribes.
If you’re looking for tips on creating engaging content, check out this post.
3. Unsubscribes Are a Bad Thing
No one enjoys rejection, and an unsubscribe can certainly sting. But the reality is that unsubscribes are not necessarily a bad thing. A clean email list
is key to staying on ISPs’ good sides, and that’s what will keep your emails from being barred from inboxes.
You can do things on your end to clean your list—like scanning for typos and giving people an option to re-opt-in if they’ve been unresponsive to your recent email marketing efforts—but unsubscribes are a way for you to get your customers to do some of the heavy lifting for you. An unsubscribe is someone saying they’re no longer interested in your content, and that could be for any number of reasons.
If you see a large number of unsubscribes all at the same time, that might be indicative of a problem with your content, but if you see people leave your list from time to time, that’s simply making space for a higher open rate overall and a better relationship with ISPs.
4. There is a Magic Day and Time to Send Emails
Some marketers swear by sending emails at a very specific time. If it’s not Tuesday at 10am, they won’t send an email!
There has been a lot of research over the years, with marketers trying to find that magic time where open rates will be high and conversions will abound. But these studies have been less than definitive, and so there is no one-size-fits-all approach to timing emails.
It’s certainly true that some audiences will engage with emails at a higher rate at certain times of day, but that will vary from business to business, so trying to stick with some antiquated idea about the one day and time you can send an email won’t serve you.
Instead, do some experimenting, send emails at several days and times throughout the week and see which ones get the highest engagement. Then aim for that time again, and see if you can repeat your results. Be willing to mix things up, and don’t be afraid to send emails out more than once a week (see point 2 above).
5. Long Subject Lines Spell Trouble
For a long time, marketers were told to shy away from subject lines that were too long to be fully displayed in someone’s inbox. That sounds on the surface like a sensible piece of advice, but it turns out that a recent study from Marketing Sherpa
busted this long-held belief.
While email subject lines that fall into that “sweet spot” of 41-50 characters performed well, it’s actually longer subject lines with 61-70 characters that did the best. So don’t stress about fitting all of your email subject lines into those narrow parameters. Instead, work to create a subject that is attention-grabbing and really tells readers what they can expect to find inside the email.
6. Avoid Repeat Messages
Super Office reports
that the average open rate for emails in 2018 was just shy of 25%. That means that three out of four people on your list are not seeing any given email. Some people won’t read a given email because the subject line doesn’t interest them, but others will miss it for completely innocuous reasons. They may have been busy that day or accidentally deleted the message.
Whatever the case may be, for your most important content, it’s okay to send the same email copy twice in order to get the highest engagement. This isn’t a tactic you should take with every email message, but it can actually be valuable when used sparingly.
There are a few caveats here. First, don’t send the same email on the same day. Instead, wait several days before you resend it. You should also switch up the subject line, so that those who wrote the email off the first time because of its subject line might open it this time, and so that those who opened it the first time around aren’t put off by getting the exact same email twice.
The year 2019 introduced Marie Kondo and her famous KonMari Method
of decluttering. Some call it phenomenal, but Kondo herself considers it as life-changing magic.
Made to be applied for just belongings, the KonMari method has been applied to personal lives, relationships, careers, and whatever aspect you need cleaning up. But what about in the digital world? The Internet is a vast space filled with content in all types, forms, and lengths that some aren’t even needed anyway.
But what if we apply the KonMari method to the content we see online? Then you don’t really need magic, you just need a content audit.
One gruesome task every digital marketer needs to face at one point in their content strategy is doing a content audit. If you’ve done content auditing a hundred times or are just starting to do one for your own website, read on to find out the step-by-step guide on how to do a content audit.
What is a content audit?
In technical terms, a website content audit is an inventory of all the indexable content
you have on your website mostly in the form of written blogs. But if you have more diverse content like images, infographics, videos, and even audio then you can count that too.
Line up all your content, consider their individual performance to your overall analytics then compare it to your set KPI. Only then can you consider content that can be thrown away.
for faster loading time.
Next on the priority list is the content of the website. Users check if the posts are still relevant, fresh, and updated.
If you’ve had a website running for more than 5 years, maybe even less, but you post and produce blogs on the regular then you definitely need a content audit. This is to make sure that the content you’ve produced is all working and converting for you? It’s not about quantity, but the quality you put online that matters most.
With just a simple content audit report, you can:
Remove low-quality content;
Improve on the trust and quality of the output on your website;
Update the old and outdated content available on your website; and
Recognize content opportunities.
Be like Marie Kondo; put everything you own in your hands and ask if it sparks joy in your life. In the case of digital marketing and content, view all your content and see if it sparks interest and converts in your favor.
How to do a website content audit
Step 1: Prepare a spreadsheet
Have an area where you can lay all of your belongings and asses them one by one.
Love them or hate them, spreadsheets are the lifeblood of every content strategy. Lay all your data in that single spreadsheet. Just keep adding tabs for every set of data you will be putting and laying down.
Tip: Google Spreadsheets saves time, space, and effort. Use it well.
Step 2: Crawl and index your website
Gather all your belongings and categorize them, placing them in proper bins.
Time to gather up all your content! You can download all the data and pages on your own, but if you have a number of pages then you might as well call a friend to help. Don’t worry about all the pages, just include all the indexable content.
Tip: Have a column to place your URL, Page Title, Date Published, Content Type, and all the other information you deem useful in your decluttering process!
Step 3: Import your analytics and data
The process of elimination and discarding to see what is needed and not.
What is an audit without checking for performance? Here is how to do a content audit of your website and data you’ll be needing from Google Analytics:
Organic Traffic – to know how many people are visiting and browsing through your website.
Paid Traffic – if ever you’ve ever invested in PPC then you must include the result of the ads.
Bounce Rate – to help analyze what’s wrong with the page; it may be because of the page speed on your website or the content is just not that good.
Time on Page – if you’re a blog site and visitors only spend a matter of seconds then are they really reading your content? This is where you will find out if your content strategy is effective.
Unique Visitors – the more views and visitors you get on your website then the more chances of conversion or engagement with your users.
Pages Per Session – after the homepage where do they go next? Do they browse on the website? This tracks how far users explore and read more on the website.
New vs Returning Users – these are the two most significant users a website can get. Are you attracting new people? And is your website gaining a following with its content or services?
Traffic Sources – this is needed for you to know where your users are coming
or redirecting from. Do they catch you on Facebook often? Or is Search really your strong suit?
Conversions – if you have a sign-up for a newsletter or an ‘add to cart’ on your website you need to measure if those call to actions are working and getting the results you want.
Step 4: Import backlink data
Gather everything you own, even the objects that mean the most.
Whether you’re actively doing outreach for your website or not, backlinks can be a big boost in credibility and your DA score.
Collect all the links, list them down in your spreadsheet, and review them one by one. Instead of asking “what sparks joy?”, ask what links are following the Golden Rule of E-A-T
: expertise, authority, and trustworthiness.
Step 5: Review and analyze your data
Ask yourself and your belongings, “Does this spark joy?” If yes, then keep it. If not, discard the object.
Time for the most important step! The data you’re looking at is just bare skin and bones, you need to bring life to your data with a content audit. Once you’ve gathered all your data, process it one by one and then collectively.
List your key takeaways from the analytics and data you’ve gathered.
Review the content you’ve been posting and ask these questions in place of ‘what sparks joy’:
Weed through your backlinks and see if they give significant value to your website or not because they’re just dead weight at this point.
It’s alright to take time with this step. This is where you really learn how to do a content audit of your website because this is where you’re dissecting your content strategy of the whole website and all its pages.
Tip: Review it all manually. No amount of SEO
or online tools can give you the exact answer you need to improve your strategy. Put on your thinking caps, this is a long process.
Step 6: Create a content audit report
Discard all the unnecessary and start arranging your kept belongings in its proper place.
As with all things, documentation is highly needed and very much recommended. Put your whole process in a presentation format and present all your data in a simplified manner.
An example flow would be: first, present the gathered data, second is show your elimination process, third is the end result, and so on and so forth. You need to put your whole content audit process into writing not just for formality, but for future reference when you do another audit in the years to come.
Touch things only once
In KonMari, once you’ve touched an object be sure to put it back where you got it right away. Once you place something down and leave it, you are obligated to touch it and clean up again.
Just like with a content audit, if you don’t want to keep doing this tedious process annually or at least regularly, make sure what you posting online fits the bill and won’t even need to be audited.
Guest author: Aby League is an environmental researcher with a Masters Degree in Biology. She is working as a freelance writer and researcher of all things that interest her like Technology, Online Banking and Shopping, Market Research, and Innovation.
If you’ve been in business for a while, you’ve likely built up a quite a long email list. Email remains a convenient, effective way to reach prospects and customers, so it’s great to have a lot of names to send offers and updates to.
However, if your marketing emails are getting low engagement, it may start to raise eyebrows with internet service providers (ISPs). If you continue to have issues with your email list, ISPs will block your emails from ever reaching your customers—even those who are still excited to hear from you.
That’s why it’s important to keep your email list neat and clean. Sending emails only to those who are engaged and happy to be on your list will ensure better open rates and a greater return on your marketing efforts.
If you’ve let your list get to a scary place, now is the time to tidy it up. Here’s how you do it.
Look at Your Bounces
The first place to start when you’re cleaning your email list is to see where it stands now. Take a look at your bounce rates. Email marketing services will pull reports that show you hard and soft bounces.
A soft bounce is an email address that they were temporarily unable to reach. It may be because their server was down, or some other short-term issue. These addresses don’t need to be removed from your list right away, but do know that if the soft bounce continues week after week, it will become a hard bounce and then should be addressed.
Hard bounces are for email addresses that cannot be reached permanently. It might be because the email address has been closed (this happens a lot when someone signs up with their work email and then leaves the company). It may also be something that you can fix on your end, like a typo.
If the hard bounce is something you can fix, you should fix it and otherwise leave the name on your list! If the hard bounce isn’t something you can control on your end, remove that email address from your list.
Check for Typos and Role Addresses
As I mentioned above, a lot of typos in an email list can have an effect on bounce rate. Some typos are obvious and easy to catch—for example, email addresses with “gamil.com” instead of “gmail.com.” Others require a little more digging to fix. For example, you’re not necessarily going to know how a person’s last name or company name should be spelled, but there are ways to identify these issues. Cross check the spelling of their name across information in your CRM database. If their last name is spelled one way in the name section, but then spelled differently within their email address and the email is bouncing, you can assume that the email spelling is incorrect and instead switch it to the spelling reflected in the other portion of the form.
Role addresses should also be removed from your mailing list. These are emails that are “support@” or “info@.” These are addresses that are easy to scan for and remove, and eliminating them can have a positive effect on your standing with ISPs.
Once you’ve gone through your existing email list and cleaned things up, you want to take steps to keep your list in good shape. That starts with opt-in messaging.
For people who sign up via your website, provide them with a double opt-in prompt as they’re entering their information. This means that they’ll click on the “Sign up for our mailing list” button, put in their information, and then receive a second prompt—”Yes! Sign me up for this list”—which they’ll have to click to confirm enrollment. Asking people if they’re sure they want to register will keep those who are on the fence from even getting on your list in the first place.
You can take the same approach with names who have been dormant on your list. You shouldn’t delete them right away on your own, but you can check in with those people who have not read your emails in some time. Send them a re-opt-in message. This gives them the chance to choose to remain on your list. If they do remain, this re-opt-in will perhaps reinvigorate their interest in your list and get them opening messages from you again. If they choose to go, that’s okay, too! They’ve done some of the work of scrubbing your list for you.
Create a Welcome Email
Sometimes people sign up for a new email list and then promptly forget that they’ve done so. A week later, they get the first email from the company and say, “What is this doing here? I didn’t sign up for this!” Suddenly, they’re reporting your email as spam. Get reported as spam often enough, and you can get dinged by ISPs.
That’s why it’s good practice to send a welcome email. Thank your new subscriber for signing up, tell them what they can expect from you going forward, and give them an opportunity to opt out now, in case they’ve already changed their mind.
Better yet, consider establishing a welcome journey series
, focused on getting them to a sale even more quickly. No matter what route you choose to take with the welcome email, it will help to manage expectations for both you and them, and allows you to keep your email list clean from the start.
Send Regular Emails
Once you have a list of email addresses you know are valid, from people who are excited to be there, it’s up to you to stay in regular contact!
Setting a regular schedule for your emails keeps your fans engaged and open rates high. People who really want to be on your list will be excited to see your content, offers, and updates on a regular basis. If you only send emails once in a blue moon, it’s possible that even those who like your business will ignore it or question why they’re on your email list.
Sending regular emails is also a great way to weed out those who don’t really want to be there. When a customer or prospect regularly receives an email from a business they’re not excited to hear about, it’s more likely to drive them to unsubscribe. While having someone leave your list may seem like a bad thing, it actually saves you from having to do the work of identifying them as unengaged subscribers and removing them on your end.
Segment Your List
Another great way to keep subscribers happy and engaged is to segment your list
. Segmentation means that people will get the content that’s most relevant and important to them, which will keep them opening and reading your mailings.
There are a number of ways to segment. One is by stage in the customer journey. You can provide your best repeat customers special discounts, sneak peeks at new products, and other fun bonus offers. Another is by past purchase behavior. Let’s say you own a toy store. A customer who’s purchased toys for babies in the past likely won’t want information about the newest board games or Lego sets, but they would like to hear about the latest car seat toys.
In the world of email lists, it’s quality, not quantity, that wins out in the end. Building and maintaining a clean list, filled with subscribers who are happy to be there, will help you to decrease your bounce rate, increase your open rate, stay on ISPs’ good sides, and get the most out of your marketing efforts. A tidy email list is a win-win-win, so set aside some time this summer to clean things up and set yourself up for email marketing success.
Responsive websites are a necessity in today’s digital marketplace. That isn’t surprising when statistics state that 51% of time spent online in the United States took place from a mobile device, rather than a personal computer. Your website should be mobile-friendly and responsive any time a user visits. Otherwise, you’re turning business away at the first click.
What is Responsive Web Design?
Though it is a common business marketing term, many small business owners still wonder what a responsive website really entails.
A responsive website, aptly named, means that the site’s web design has been developed to adapt and respond to the different forms of technology that your audience uses to view your site.
If you’ve ever opened a website on your mobile phone that seems to have you scrolling horizontally more than vertically, leaving you piecing together cut-off sentences and large photos, you’ve viewed a website that is not responsive. On the other hand, a responsive web design ensures that your visitors have a seamless experience while on your small business’s website.
What Are the Benefits of a Responsive Website?
Strategic business marketing includes many tactics to help your small business reach your goals, both online and offline. Responsive web design is a key tool, offering many valuable benefits to your online marketing efforts.
Faster Web Pages
Countless statistics indicate that internet users’ attention spans are becoming increasingly short, with more distractions than ever pulling your audience away from your site. With responsive web design, your site will be optimized. Optimization and faster webpage loading times mean that your website users will be able to more easily navigate your site, rather than getting frustrated and clicking away.
Higher Conversion Rates
With easier navigation and shorter loading times, website visitors are more likely to stay on your website and find information easily. Once your visitors are able to find your services, they are much more likely to decide on contacting you. Furthermore, a responsive web design ensures that your website remains consistent and recognizable for return customers who are using different devices to find more information about your business.
Undoubtedly, you’ve heard the term SEO. Though the term can seem vague at times, the important aspect of SEO to remember in terms of your web design’s responsiveness is that Google prefers those who have a mobile-friendly and desktop-version of their site. Even better, if your site can configure to all the tablets, large phones, and everything in between, your website will be ranked even higher in search results. Better SEO means better traffic to your website!
Less Website Upkeep
Rather than choosing a responsive web design, many small business owners choose a website with a mobile version and a desktop version. A problem arises with that solution. With the changing sizes of mobile phones and tablets, only two versions of a website prove to be a challenge. With a responsive site, an optimal layout is available for any screen size, thanks to fluid grids. Less time spent updating the sizing and layouts to keep up with technology trends means more time on what you do best!
Determine Marketing ROI More Efficiently
A responsive website provides an additional benefit to your small business’s analytics and reporting. Rather than managing multiple versions of a website, a responsive site allows you to track your audience, conversions, and traffic sources much more simply. Similar to Google awarding you through better SEO ranking, Google Analytics now caters to the responsive web design model to deliver consolidated information that gives you the whole picture on your marketing results.
A Unified, Memorable Brand
One of the key benefits of a responsive website is the ability to design one site that is applicable to all internet users. As a result, a single design delivers your brand’s look, personality, and voice in a unified fashion. Though this may seem surface level, business marketing best practices indicate that a unified brand builds loyalty and recall, which then directly converts to repeat customers.
Effortless Business Marketing
At Outreach Local Marketing, we believe that with a responsive website, your small business will be a marketing machine! Our process for website development centers around Google best practices, taking keywords, SEO, social media, and content into consideration. In the end, our goal for your responsive web design project is to create a website that ensures your business is putting your best digital foot forward. Forty percent of internet users have stated that they exclusively search on their mobile phones, so don’t let your small business fall behind the times!
About the Author
David Gersh is the founder and president of Outreach Local Marketing
, a digital marketing agency based in Westlake Village, CA. Through his agency, he helps local businesses build a marketing machine that attracts leads & customers by implementing a strategy first marketing approach.
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Sneaky Way to Get More Likes on Facebook…
also twitter retweets and Google+. Earn credits for what you’re
already doing, then use those credits to get your stuff shared by
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read something like this on a website?
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offer you beautiful, precise, and high-quality hardwood floors.”
like that is a great way to LOSE customers. Here’s what to do
5 Ways to Improve Your Email Marketing with Gamification
is a lesser-used but highly effective tactic for engaging email
MOZ team says, “Choosing a domain is a big deal, and there’s a
lot that goes into it. Two essential questions to ask to guide your
are my goals,
best for my users?”
marketers’ failures and disappointments result from giving
confusing directions or no directions at all.Confused
or uncertain consumers do nothing. And people rarely buy anything of
consequence without being asked.
how to clearly tell your customers how to buy your products in a way
that makes them take action.
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.
every new marketing product launch is suggesting that you focus on
their method, because that is the one that will get you across 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.
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
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.
talking, of course, about building a marketing funnel.
‘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.
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.
how, step by step, you can build your own marketing funnel for
consistent, long term income.
Step #1: Do Your
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
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.
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
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.
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
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.
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
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
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
Use a headline that
employs at least three of these elements, to make it irresistible:
Type of Content
(For example: (Video, Book, Infographic, etc.)
(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.
Type of Content:
Topic: Belly Fat
Format: 7 (list)
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
We’ll cover a few to get you started, starting with‚
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.
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.
If you’re not an
SEO person, that’s okay. Social media can be a great place to get
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
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.
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
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.
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
Get Your Readers
to Share Your Content
By making it easy
for readers to share your blog posts, you can get more people seeing
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.
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
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
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
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‚Ä¶ email DAILY. Yes, some marketers will tell you
to email once or twice a week, because they don’t want to annoy
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
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
people unsubscribe if I email too often?”
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
Just like Wayne
Gretsky, you miss 100% of the shots you don’t take.
So yes, email
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
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
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
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
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
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.
YouTube gets more than one billion unique users per month.
Even if you only get seen by a fraction of a fraction of that audience, you can build a very nice income in 7 different ways, like this:
Send traffic to your website.
your website is built to create income, you can use YouTube to get
traffic to your site. Repurpose your older content into videos, and
create new videos, too. Place your website URL in the first line of
your video descriptions and funnel your new traffic straight to your
trick: Inside your video, offer a content upgrade found on your site.
For example, if your video teaches how to get clients using LinkedIn,
offer an email template on your website that professionals can use to
get those clients.
Sell your own products.
you’re creating your own products, such as ebooks, courses, apps,
music and so forth, you can use YouTube to promote them.
your link to your product in your video’s description so viewer’s
can check it out.
3: Make your Kickstarter campaign successful.
you’ve got a great idea for a product or service but you need
funding, create some videos and encourage viewers to comment.
find out what they like and what needs improving, or if your idea is
even viable. Tweak your idea until you get it right, and then launch
Do affiliate marketing.
are hundreds of thousands of companies that would love to pay you a
commission for sending them buyers.
the product you are promoting in a video or create a “how to” use
the product tutorial.
Place your affiliate link in the YouTube description to get credit for the sales.
5: Join the YouTube partner program.
When you’re ready, you can make money simply by getting a lot of views by sharing in YouTube’s advertising revenue.
You might create your own YouTube series.
For example, you could do a talk show, drama, comedy or whatever you’re good at. Keep making new episodes and getting people to subscribe.
Or become a personality. If you’re passionate about your interests and love talking about them, why not? You could be the next YouTube star.
6: Create tutorials.
Are you good at teaching? Then show people how to do things, such as apply makeup, build birdhouses, baking cakes and so forth.
Monetize with affiliate links or AdSense or even by linking to your own products.
7: Build your brand and have fun.
Regardless of your niche, or even if you have a niche yet, it’s a great idea to build your brand. Make videos of whatever works to your strengths and interests, have fun and see what works for you. You might even turn yourself, your pet or your child into a star simply by being yourselves and seeing what you can make happen.
And if you start getting tons of views, then you can choose how to monetize your newfound fame and audience.
7 Ways to Get More Views on Your YouTube Videos
There’s no sense in creating videos if no one is ever going to see them, right? Well, unless of course you just like seeing yourself on the screen.
But we’re here to get our videos in front of real viewers, prospects and future customers.
Thus, rule #1 of getting views is simple – do not BUY views. No one will be impressed, including YouTube.
Here’s how you get real people watching and liking your videos:
1: Pay for Views using AdWords
“Pay? Oh no, I don’t want to PAY for viewers!”
I thought I would get this one out of the way first, since many people don’t like to pay to get their content seen. And I understand that, too.
If you don’t know your numbers, or your funnel isn’t even in the black yet, then maybe paying for traffic is something you should do later, once you know for a fact that the traffic will make you money.
But if you have a well-honed funnel system, then your goal is to get qualified prospects into that funnel at a price that is lower than what you will eventually earn.
In other words, if you can pay $1 to make $2, then paying to get your videos seen is a great idea.
And the only way Google and YouTube approves for a pay for view structure is through AdWords. Gee, I wonder why that is…
When you use AdWords, you can get your video to appear in the search results before competing videos. Your video will also appear more often in search results, as well as showing up in the sidebar of “related videos” section on YouTube.
The key is to target the people most likely to become customers. You don’t want to pay for just any viewing audience – you want the folks who will one day spend money with you (and hopefully one day SOON).
Once you determine how to target these exact people with your videos and your AdWords, you are sitting on a perpetual goldmine.
2: Use Social Media
Share your videos on each social platform where you are active.
I know, I know, this one is so obvious. But I see marketers forget to do this all the time.
Be sure to include a message that asks your audience to share the video.
And by the way, there is more to “like, comment and share” than just getting your video to go viral.
Search engines such as Google and YouTube pay attention to the “social signals” that tell them which content is important, engaging or worth sharing.
The social signals and backlinks pointing to your video content can help you rank higher in the search engines.
3: Use Video Tags and Keywords
Be sure to tag specific people or places in your description. If you’re targeting a local market, use your city name and state.
Use popular keywords that are appropriate to get your video to show up in the search results.
Use the names of popular YouTube channels that are related to your video’s content. This will help your video to show up in the ‘related videos’ section for those channels.
Also write a compelling description of your video. Google can’t “read” your video content in the traditional sense, but it can index and understand the text associated with your videos.
And don’t forget your keywords. While ranking for a short, super popular keyword can be difficult, ranking for a longer one is much easier.
Choose a popular keyword phrase (long tail keyword), and then create your video around that keyword. Place the keyword in your title, and your video will likely show up when anyone is searching for that keyword.
4: Add Closed Captioning
Search engines can and do index the closed captioning file you upload to YouTube along with your video. That’s why videos with captions rank higher.
When you upload the optional closed captioning file, the hearing impaired can watch your video, as well as people in noisy environments and those who speak a different language.
This gives an overall better user experience, makes Google happy and gives you better rankings.
5: Get Your Viewers to Subscribe
Every time you upload a new video, your subscribers will be notified, giving you more automatic views each time.
Just don’t use click farms or any of that nonsense. Fake subscribers will hurt your ranking or even get you banned.
6: Swap with Other Channels
Find YouTube channels that are related to what you’re doing and invite their experts or spokespeople to appear in your video.
In return, you appear in one of their videos and now you can cross-promote each other’s channel.
7: Use Attention Grabbing Thumbnails
YouTube lets you choose the image people will see that acts as a video preview in the YouTube search results.
You can either choose an image straight from your video or use something else entirely. It’s good if you can keep consistency from one video to the next, so they all have the same basic look.
For example, a cooking channel might always use a brightly colored graphic art border with the food front and center. A vlogger might use a split image, with a screen capture from the video on one side, and her name and / or the title of the video on the other side.
This way when someone finishes watching one video, it’s very easy for them to pick out more videos in the sidebar listings.
YouTube Q and A
Q. Can you really make money with YouTube?
A. Yes, but unless you’re already a well-known figure, don’t expect it to happen overnight. I’ve seen some estimates on what the biggest YouTube players make, and it’s huge. For example, here’s what the top 10 YouTubers for 2018 made, according to Forbes:
• Logan Paul – $14.5 million
• PewDiePie – $15.5 million
• Jacksepticeye – $16 million
– $17 million
• Markiplier – $17.5 million
• Jeffree Star – $18 million
• DanTDM – $18.5 million
• Dude Perfect – $20 million
• Jake Paul – $21.5 million
• Ryan of ToysReview – $22 million
Ryan of ToysReview is a 7 year old who – you guessed it – reviews toys. And we’re guessing $22 million buys a LOT of toys.
Logan Paul made news and lost his elite status in the Google Preferred Ads program when he posted a controversial video. He filmed himself in a Japanese forest near what appears to be a human body hanging from a tree – a victim of suicide. Despite being banned for 3 months and losing massive ad revenue, he still made Forbes top 10 list.
And Jeffree Star used his YouTube platform to launch a $100 million dollar makeup line (Jeffree Star Cosmetics.)
Q. Are there requirements to be met before I can get paid for ads (AdSense) attached to my videos?
A. Yes, the requirements have gotten a lot tougher. You’ve got to have over 4,000 hours of watch time on your channel within the past month, and you must also have at least 1,000 subscribers.
Q. Why are the requirements so high? It’s going to take me time to reach 4,000 hours and 1,000 subscribers.
A. The requirements weren’t always this stringent. But tighter ad rules followed a small number of high profile events. For example, certain major advertisers left the platform after their ads were displayed next to videos with predatory comments or hate speech.
YouTube is much more interested in keeping advertisers happy and on board than in worrying about the smaller video makers. Sadly, that’s just the way it is right now. But when you’re starting out, there are plenty of other ways to monetize your videos than with AdSense.
Q. How much can I expect to make through YouTube’s AdSense ads on my videos?
A. As a basic rule, figure you will earn $1,000 per one million views on YouTube. If your videos are getting that kind of viewership, then using the advertising program can make you good money.
Q. Are there better ways to make money on YouTube than by allowing YouTube to place AdSense ads on my videos?
A. Yes, for many YouTubers there are ways to make additional income beyond AdSense or even instead of AdSense.
For example, if it’s appropriate, you might post an affiliate link in your description box. For example, if your videos are on home remodeling, an affiliate link to a Lowe’s or Home Depot kind of website would work well. If you do book reviews, then of course link to the book through your Amazon affiliate link.
Anytime someone clicks your affiliate links and then makes a purchase, you’ll earn small percentage of that purchase.
Q. How else can I monetize my YouTube videos?
A. You might sell digital products, such as ebooks, tutorials, courses and so forth. These might be your products, or you might be acting as an affiliate.
Be sure to read the article, ‘Top 7 Ways to Make Money with Your YouTube Channel’ in this issue.
Q. How do I get people to subscribe to my video channel?
A. Ask them. At the end of every video, ask them to hit the subscribe button so they don’t miss out on the great videos you’re currently creating for them.
If your videos are longer, you might also ask them in the middle of the video, too.
Q. What if a person has a face for radio and or doesn’t like being in videos?
A. Then use a screen capture, slideshow or some other means of creating videos. Do not let your fear or dislike of being in front of a camera stop you from profiting from videos.
And don’t think you have to be movie star beautiful or handsome to be in videos, either. Personality and great content are far more important and valuable than just a pretty face.
Q. I’m just starting on YouTube. How often should I post videos?
A. 2 to 3 times per week, even if you don’t have an audience yet.
Why? Because that is how you will get an audience and ensure you have a steady stream of views.
And it’s also how you get better at making videos. Guaranteed, your 20th video is going to be far better than your first one.
of myths is probably as old as the history of the human race with
myths like the earth being flat and the sun revolving around it.
have heard some existing myths like a cat has nine lives but all
these are just mere concepts that become beliefs with time. Such
myths have also greatly changed general view about internet marketing
and you need to bust these myths wide open in order to let executives
and businessmen know the true worth of internet marketing. Thus, here
are some very common myths about internet marketing that need to
Online Marketing Can Only Be Pursued By Professionals
is true that online marketing cannot be accomplished by a layman but
it certainly does not mean that you can’t just opt for it. If you
think you are not that tech savvy you can hire a competent person who
can do it for you as paying for a job that will greatly increase your
Social Media is a Teenage Kids’ place
business executives are hesitant to engage in social media marketing
as they believe in the myth, that it is a forum where teenage kids
post random things, however, this is not entirely true as yes, social
media is certainly more popular among teenagers than their parents.
This does not mean that social media is not accessible to your target
audience as everyone is into social networking nowadays which helps
you to spread the word around about your business.
More Traffic is the Key to Profit
Yes, you undoubtedly need to increase the traffic on your website, however, it does not mean that you just need to invite crowds but only the required traffic that will help you reap greater profits. Thus, it depends more on the type of traffic than on its proportion.
Internet Marketing is based around Google
attention towards search engine optimization is very important as it
helps you increase the right traffic to your website and it is a fact
that Google is the most used search engine around the globe. However,
this does not mean that your entire website or internet marketing
strategy is built around Google as it is only going to result in low
productivity for your business.
Website needs to be an Elaborate Brochure
the old days, Websites do not need to be designed like a brochure
because this idea is quite outdated whereas in the recent times your
website needs to have an interactive interface where it not only
provides necessary information but also provides links to news and
insights. This will help your business develop a wider customer base
and promote your business more.
Internet Marketing is a onetime thing
hold faith in the myth that internet marketing is just to be done
once by making a very professional and developed website and then
leave things like that but it is not at all like that. For marketing
your business successfully, you need to update the website regularly
by providing the latest information and posting promotions to keep
the customers interested.