Purpose of this workshop

Purpose of this workshop

Purpose• Quickly and easily build a good quality,

responsive list

• Understand the components – landing page, autoresponder software, emails, offers

• Multiple ways to drive traffic to your landing page

• Maximise the income from the list

AgendaDay One

• Why, when and how to build a list

• How to build a relationship with your list

• How to monetise your list

• Using webinars to build and monetise your list

AgendaDay Two

• Multiple ways to drive traffic to your landing page

• Using video marketing to grow your list

• Using social media to grow your list

Housekeeping• Dinner

• Breaks

• Release form

• Nametags

• Mobile phones

• Questions and microphones

Session 1

Why, when and how to build a list

1. Why build a list?

You build a relationship:You become the trusted

friend and advisor

Value of a list:Size x Relationship

What makes a good list?

• All interested in a targeted niche• Contacted regularly and recently

with free and paid offers• In a useable format• Amount of info on each one• Proven buyers – responsive to

paid offers

With a great relationship, you are better able to upsell other products

Value of a list:$1 per month per name

OR1,000 names in a targeted

list = $1m a year

Having a list builds an asset

Increases the value of your website if you want to sell it

2. When to build a list

Not on an ebook website:It will reduce sales by

around 75%

Build a list of ebook buyers after they have paid in

Clickbank

Build a free list of people interested in a topic

Note: you need to sell more than an ebook to make this worthwhile

Build a list of prospects and customers for your offline

business

3. How to build a list

Option 1: build an email list

TrafficLanding page with opt-in for

free offer Regular emails

Option 2: Build a social media list

1. Facebook friends

2. Twitter followers

3. Youtube viewers

Option 3: Buy a list

1. CPA (cost-per-action) networks

2. Buy a website with an existing list (www.flippa.com)

3. Pay per click

4. Structure and platform to build and manage an email list

Components

1. Landing page

2. Free gift

3. Autoresponder

4. Series of emails

5. Offers (free and paid)

Landing page• Use a Wordpress blog platform• Make the offer obvious - opt-in box

easy to see, above the fold, top right

• Don’t have other offers on the same page

Landing page• Give great info for free• Offer something clients

desperately want• Ask for minimum details (email,

maybe name)• Avoid double opt-in at this stage

Free gift• Newsletter

• Extract from your ebook

• Free report

• Case studies

• Access to a members only area

Free gift• Mini-course

• Run a competition

• Invite to a webinar

• Ask for feedback or comments

• Access to a forum

Autoresponder• Software to build and manage your

list, eg aweber

Functions:• Build multiple lists• Automatically send pre-loaded emails• Send broadcast emails• Ensure spam compliance• Monitor and fine-tune

Series of emails

See session 2

Offers (free and paid)

See session 3

What did you learn in this session?

Session 2

How to build the relationship with your list

Build the relationship• Provide lots of good quality free

information• Recommend only things that are

good quality and great value• Survey your list regularly• Ask others to donate free gifts that

you can give your list

Free gifts for your listAsk people in your niche to donate:• Workshop tickets• Discount vouchers• Webinar invitations• Reports, audios, videos, books• Free trials• Free samples

Build the relationship• Send media mentions, testimonials,

case studies of successful clients• Invite them to teleseminars or

webinars• Use multiple media (email, hard

mail, SMS, text, video, audio, live, pre-recorded, Facebook, Twitter, etc)

Characteristics of good email marketing

Provide what customers want

Use a conversational tone - avoid hype

Have a clear call to action, with a link

Give twice as much as you ask

Have a stock of great freebies to give to customers (low cost / high value)

Characteristics of good email marketing

Tailor your message to the recipient (segment you list)

Write a subject line that makes sure your email gets opened

Personalise your subject line and content

Always test your emails before sending

Characteristics of good email marketing

Measure and fine-tune – open rate, click through rate, conversion rate

Have one purpose per email

Don’t send out canned affiliate emails – write your own

Don’t use “spam avoidance” versions of words (eg fr*ee)

Characteristics of good email marketing

Make your emails look like they are written by a person – not a machine (eg don’t wrap lines too short)

Make your emails short and interesting

Always have a series of emails (min 3)

Use an effective PS (repeat your offer and link)

Examples of good subject lines

6 ways to make Twitter work for you

I need to talk to you

A real estate mistake that cost me $300,000

The most dangerous diet in the world

Lawsuit

What did you learn in this session?

Session 3

How to monetise your list

It’s 8 times cheaper to sell to an existing client than to get a new one

What to sell to your list

Your own downloadable products

Use the ascension model:

Ebook, audio, video (under $100)

Membership site ($49-$99 a month)

Home study pack ($500 - $5,000)

Coaching ($5,000 - $50,000)

What to sell to your list Other people’s products, eg ebooks

from Clickbank.com

Other people’s webinars, events

Note:

Use an affiliate link to track sales

Shorten or hide affiliate links using tinyURl or Google URL shortener

How to sell to your list

Email with link to website with an offer

Email invitation to a webinar with a pitch

Email invitation to an event with a pitch

SMS to website with an offer

Telemarketer

How to structure an email marketing

campaign

Simple email series Email 1 (day 1) – Describe product,

benefits, price, urgency, link to buy

Email 2 (day 3) – Answers to your questions about the product, close

Email 3 (day 6) – Feedback and successes, close

Email 4 (day 10) – Last chance to buy, close

Autoresponder demonstration

Autoresponder demonstration

Guided tour of www.aweber.com

How to create a new list

How to create an opt-in box to build the list

How to load a follow-up email

How to send a broadcast email

What did you learn in this session?

Session 4

WebinarsSteve Essa

What did you learn in this session?

AgendaDay Two

• Multiple ways to drive traffic to your landing page

• Using video marketing to grow your list

• Using social media to grow your list

Session 1

Multiple ways to drive traffic to your landing page

Driving traffic to your landing page

JVs with other list owners

Referrals

Article marketing

Pay Per Click

Free publicity

Driving traffic to your landing page

SEO

Software that builds lists (eg Page Raptor)

Speaking (stage, webinars, teleseminars)

Buy leads

Joint ventures

Good JV partners:

Sell a complementary product in the same niche

Have a great relationship with their list

Have a responsive list

See the value in doing a JV

Are easy to work with

Joint ventures

Keys to a successful JV:

Make it easy to participate by writing emails for them to send to their list

Understand the JV partner’s needs and offer them value (gifts for their clients, affiliate %)

Measure and follow up

Referrals from existing clients Ask often, when they’ve had a great

experience

Give a gift in return (high value to customer, low cost to deliver)

Have something special to offer referees

Measure effectiveness

Automate the system – use referral software

Referral software demonstration

Article marketing

Online ArticlesOnline Articles

1. At news and article directoriesGoogle News

Articleonlinedirectory.com

ezinearticles.com

2. By searching on a subject - Google

eg: how to grow tomatoes

WHERE do you find online articles?

Online ArticlesOnline Articles

WHY publish online articles?

1. Drive traffic to your website

Example: Tomato Book Site - March 10 – March 11

Google Organic 34,000

Google CPC 28,000

Direct 24,000

EzineArticles .com 4,000

Online ArticlesOnline Articles

WHY publish online articles?

2. Improve SEO through more incoming links• Each time your article is published you get a link back

Online ArticlesOnline Articles

WHY publish online articles?

3. Builds your expert status – your credibility

Online ArticlesOnline Articles

4. Goes viral – increases exposure

Publishers subscribe to article sites and then post relevant articles on their websites – with links intact

WHY publish online articles?

Online ArticlesOnline Articles

Online ArticlesOnline Articles

WHY publish online articles?

Link Click Through Statistics

http://www.bestjuicytomatoes.com/ BODY 2698 13.75%

http://www.bestjuicytomatoes.com/ RESOURCE BOX 554 2.82%

Stats for Top Article

Online ArticlesOnline Articles

WHEN do you publish online articles?

• Frequently – marketing is a continuous process

• Seasonally – when traffic increases (weather seasons, event seasons, topic seasons, )

• Specifically - to comment on relevant current affairs: budget, politics, health, education, petrol, aging

Online ArticlesOnline Articles

HOW do you publish online articles?1. Decide on topic

2. Prepare article• Write from scratch - fresh topical twist• Copy and edit email funnel• Copy and edit part of eclass• Copy and edit part of free content• Hire writer on elance, guru, helium• Buy articles on PLR sites – niche,

3. Upload to article sites

Online ArticlesOnline Articles

www.ezinearticles.com• over 100,000+ RSS feeds plus 600+ email alert lists

• posted to over 100,000 permission-based members/publishers

STEP 1 – Join (free)

STEP 2 – Complete your author details

STEP 3 – Select Article Manager/Submit a new Article

STEP 4 – Wait for email confirming approval

STEP 5 - Review stats

STEP 6 – Add more articles!

Online ArticlesOnline ArticlesFree Article Distribution Sites

SiteGoogle

Page Rank Alexa RankEzineArticles.com 6 499

GoArticles.com 4 3,592

ArticleDashboard.com 6 5,255

SearchWarp.com 5 6,032

ArticlesBase.com 4 8,735

iSnare.com * 6 8,791

SelfGrowth.com 6 9,653

Buzzle.com 6 9,698

Online ArticlesOnline Articles

Summary Drives traffic

Easy to do

No cost

Improves SEO

Builds credibility

Trackable through Google Analytics

Pay per click

Google Adwords, Facebook, Yahoo

• It’s all about relevance – keyword, ad, landing page

• Google is the most picky about your landing page

• Continually test and improve

• Know your maths

Google Adwords landing page guidelines

Good customer experience

Relevance – visitors can easily find what your ad promises

Original content – not copied off another site

Substantial content – gives new, unique information (not just more ads)

Google Adwords landing page guidelines

Describe clearly who you are and what your business does

Have a good reason to request personal information

If you request personal information, provide a privacy policy

Make your site easy to navigate

Free Publicity Look for an angle or hook (that fact that you

have a website is NOT news)

Target relevant publications and tailor your press release to suit

Help the journalist with their needs and they are more likely to help you

Try to include a link to you landing page (show how it will benefit the journalist)

What did you learn in this session?

Session 2

Multiple ways to drive traffic to your landing page

Driving traffic to your landing page

SEO

Software that builds lists (eg Page Raptor)

Speaking (stage, webinars, teleseminars)

Buy leads

• Set of strategies that helps you rank on the free (left) side of Google for your chosen keywords

• Requires you to use on-page and off-page techniques

• Difficult for broad / popular keywords

• Relatively easy for long-tail and geographically specific keywords

• Can be difficult / time-consuming to maintain

What is Search Engine Optimisation?

Sites with:

• Visibility

• Relevance

• Reputation

See www.WebsiteGrader.com

What do Search Engines like?

● Keyword in domain name

● Relevant file names for each page

● Title tag

● Keywords in body copy

● Keywords in Heading tags (H1 to H6)

● Good, fresh content

● Number of Google indexed pages

● XML Sitemap

● Site age

● Visitor time and behaviour on site

On-Page techniques

● Google page rank

● Number, quality and variety of inbound links (especially high PR, .gov and .edu sites)

● Has Google indexed pages

● Indexed in DMOZ Directory

● Indexed in Yahoo Directory

● Links from social media sites, eg Youtube

Off-Page techniques

Keys to success with SEO Target your niche – be relevant and current

Target your market geographically

Check for key phrases to dominate using the Google keyword tool

Prepare and distribute regular, good quality content in a range of media

Use an automated system to distribute your content widely (eg with Traffic Geyser)

Build relationship first, sell second

Software that builds lists Eg www.PageRaptor.com to gather

data from yellow pages and other online lists

You can get name, business name, phone, fax, address, email, website

Beware of spam compliance when you use emails gathered this way

Speaking If the promoter allows it, mention

your landing page often

Ensure your landing page URL is easy to spell and remember

Make a free or low price offer – use a handout to gather name and email

Get permission to upload contacts in bulk to your autoresponder

• Find large groups interested in your topic• Know the purpose of your talk (build a list?

sell something?)• Give great content• Always make an offer• Believe in the value of your product• Be yourself on stage• Look for other ways to use your speaking

skills – teleseminars, webinars, videos

Keys to success with speaking

Buy leads You can buy leads from Cost Per

Action (CPA) networks

You pay per lead or per sale

Check for spam compliance if you are buying emails

Example:http://www.getresponse.com/features/getsubscribers.html

Buy a website with a list Go to www.Flippa.com

Look for sites with existing list and / or lots of traffic

Ensure list meets the criteria for what makes a good list (targeted, contacted regularly and recently, useable format, proven buyers)

What did you learn in this session?

Session 3

Rapid Video Blogging

Gideon Shalwick

What did you learn in this session?

Session 4

Using Social Media to Build and Profit From a List

Brittany Lynch

What did you learn in this session?