Achieving success in internet marketing requires a winning strategy and a lot of trial and error, and the rewards reaped from it can be untold vast fortunes. However, many businesses just starting out on the internet face fierce competition. As a result, most online campaigns fail and wither away into obscurity.
With the desire to achieve mastery of internet marketing, I decided to pick up Rusell Brunson’s book Dotcom Secrets. Brunson who is renowned for making his wealth from being an internet entrepreneur shared his strategies on how to create a successful funnel to build your base of online customers in his book.
Here I am going to provide a summary of the essential points of the book.
The key to building a successful internet marketing campaign and online business is to build a base of subscribers or an email list of loyal followers, whom you can send emails to on a periodic basis promoting your business and your offers. Not all people in the list will convert, but a very good majority of them will and that’s typically enough to build and sustain a business with. These people happen to be the most loyal and enthusiastic about what you have to offer. So, make sure you provide them with an attractive offer and deliver without fail.
The Three Types of Traffic in Internet Marketing
There are three types of traffic and your email list is what Brunson calls traffic that you own. The other two are traffic you control and traffic you don’t control. Traffic you control is traffic gained from purchasing ads on platforms like Facebook and Google Adwords. Traffic you don’t control is anyone entering your website because someone referred them to your website. This could be a comment with a link to your site or a comment that mentions your business. The goal is convert both traffic you control and traffic you don’t control into traffic that you own, which is your email list.
Know your audience
There are four very important questions you need to ask yourself when you are starting an internet marketing campaign.
1. Who are your ideal clients and audience whom you want to cater to?
Sun Tzu once mentioned in his famed book The Art of War that “if you know the enemy and know yourself, you need not fear the result of a hundred battles.” It’s not that I’m telling you to perceive your clients as your enemy, but it’s important to know as much about them as possible in order to remain relevant to them.
Thus, it is necessary to investigate who you’re target market is, what their goals and dreams are, what challenge is hindering them from achieving those goals and what they respond to. The more details you now about your audience, the better you can cater them.
2. Where do they congregate?
If you are selling software to health care professionals, do you go up to people to a random mall and start asking if they work in the field of healthcare? Maybe there is a very small chance that you may run into a doctor, but that is very unlikely and it is a terribly inefficient way to approach sales.
Thus, the next question you want to ask is where does your ideal client congregate? With a quick Google search, you can usually find forums and membership sites filled with people of a particular niche. In the example of selling software to health care professionals, it is good idea attend a small expo or public health conference where they will likely gather.
3. What bait can I use to get their attention and attract them to my platform?
Knowing what bait you can use to attract your audience’s attention is easy if you know who they are and what they respond to. For example, an aspiring internet entrepreneur might be interested in getting a free e-book about the best niches to build a business around. A female shopper might be interested in getting a free sample of face lotion.
Usually people are attracted to the words “free”. There’s an irrational part of people’s mind to think that anything that is labeled free is good. If the bait is a physical object like a lotion sample or an audio CD, what does work is to use the phrase “free plus shipping.” In other words, your audience can get the gift for free as long as they cover shipping cost. If this method succeeds, this accomplishes two things for you in addition to adding a new subscriber to your email list:
- It reduces the cost of acquiring a new subscriber
- If you set up the subscription model in a way that the person has to enter their credit card details to pay for shipping, you have their credit card information on hand to make any future purchase a smoother process for them. Therefore, when they are making their next purchase on your website, they do not have to go through the work of re-entering their financial information again. Make the process easy for your customers.
Never underestimate the word “free”. It has the potential to drive people nuts.
4. What kind of results can you provide them?
Value is what keeps the internet world spinning. If people subscribe to your blog, channel or email list, they must be getting something out of it, right? If you know your audience well, you should know what you can provide to help alleviate their pain points or to help them achieve what they desire. People who are looking to get fit might be looking for healthy, but delicious recipes to maintain their caloric goals. Think what’s in it for your audience to visit your website and to become a loyal follower.
The Attractive Character
A successful internet marketing campaign doesn’t end with just building a list of subscribers. You still have to keep them engaged and continue to be relevant to their lives. A great way to stay on the minds of your subscribers is the use of storytelling. And a good story involves a plot, a conflict and most importantly, an attractive character who is relatable to your audience. Someone who is relatable not only has strengths and lofty goals, but has weaknesses, imperfections, and vulnerabilities. Luke Skywalker from the Star Wars series had noble goals, but he was not all powerful and was not a match for Darth Vader in first and second movies. However, the movies would be boring if he were and can power his way through his problems with ease because that could destroy any of tension in the plot, which is what keeps the story interesting. The audience has to know that the main character is vulnerable and can be destroyed if he does not make the right move when faced with his adversaries.
What sells well are stories about the character’s journey and transformation. As an example, a fitness coach can sell his programs by using himself as the Attractive Character. Through his series of emails to his subscribers, he tells them how he used be obese, lonely and depressed. One day he discovered a secret NLP technique that helps motivate him to wake up early and go jogging in morning. With his technique, he developed other healthy habits such eating healthier, sticking to a routine at the gym, and measuring his progress on a notebook. He shows his before and after pictures with his readers, which demonstrate his outstanding transformation and make his readers’ jaws to drop. And he tells them he can teach his NLP technique to his readers if they become a member of his paid coaching program.
Perhaps, you may not have a story like the one I provided as an example, but you may find another person with a similar background and transformation, and use his or her story instead to market your business.
The Value Ladder
It’s very unlikely that people who just recently started following you will purchase a high end product or service from you. They are not comfortable paying large sums of money because they don’t know the value your business provides and if your program is a good return in investment yet. Just like making friends with someone takes time, it takes time for your brand to build trust and connection with your prospects.
Here’s where the idea of the value ladder comes in.
What businesses should do is that they should have a line of offers, each providing more value and costing more than the next one. It’s likelier that a client would purchase something small and simple than it is to purchase something that is a huge investment. The offer that is small and costs the less should be used to acquire new clients. After your client makes the purchase and indicates satisfaction with it, you give a higher-end offer to them. During the span of your relationship with your clients, you offer more and higher-end services. Each time you deliver and create a satisfying experience for your clients, you build a better connection with them. Thus, your clients will likely increase their level of comfort and commitment to make larger purchases. This is what Brunson calls ascending through the Value Ladder. At the lower end of the ladder, you offer the smaller purchases for your newly acquired clients, and at the higher end of the ladder, you offer your high-end purchases that can be worth over several thousands of dollars to your veteran clients whom you already built strong relationship with by “ascending” them through the ladder.
As an example, if a physical therapist only offers $50 sessions in his business, he would miss out on opportunities to upsell his clients on more services. If he sets up a Value Ladder, he can bait new clients with massages, since people love getting massages, and then upgrade them to adjustments and wellness programs.
Move the prospect into a different selling environment
Even when you are working to ascend prospects up a value ladder, you may still run into difficulty selling very expensive offers with just a website and some emails. Thus, Brunson suggest moving your prospect to a different selling environment. In this case, get your prospect on the phone or if you can, in person, so you can address them directly. This is where either you or your sales person must help the prospects figure out how your offer benefits them and how they can achieve the results they want as well as handle any objections they may have before they decide to work with your high-end offer.
Can Dotcom Secrets help your business and internet marketing strategy?
The rest of the book dives into various selling strategies for business owners who are looking to get started on inbound internet marketing such as holding an online webinar and stacking one offer on top of another on an eCommerce check out page.
Some of the tactics do border between ethical and manipulative such as the fact that they do take advantage of the feelings of scarcity by giving limited time offers to customers. However, it’s up to the readers to decide how they want to run their business.
Overall, the book is a breeze to read as Brunson provided pictograms to illustrate his concepts that are otherwise hard to understand without them. Some of the passages do push Brunson’s Clickfunnels service to his readers, but the concepts taught in the book are applicable to any online marketing campaign. I suggest giving them a try.
About Compelling Animations
If you are actively looking for a way to generate value for your audience and attract more leads into your business, we help companies grab attention and tell their stories. For questions and inquiries, please visit www.CompellingAnimations.com.
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Written by Albert Hu, Owner at Compelling Animations