Book Extract: Conquer The WWW
There really is no better way to get big traffic that consists of the people most likely to buy from you, on demand and for nearly no cost by the way, on your website than from a well-composed mass email. If you heard that email was dead, you need a new source
Facebook may be greater than everything else when it comes to traffic, leads, and sales, but “everything else” can also be an untapped reservoir of tremendous growth. The key is to use a scalpel, not an axe. The best strategy is to go deep on a couple of repeatable tactics that work for you as opposed to going wide and throwing a ton of things against the wall to see if they stick. You can’t crack The Conversion Code without a blueprint. And sure, the blueprint will evolve and change. But if you add more to your plate every time you read a new how-to blog post, watch a free webinar, or attend a technology conference, you’re going to end up bloated.
You can quickly become a jack of all Internet marketing skills and a master of none.
I’ve mentioned this before, but I think it is worth noting again before you dig into the nuggets ahead. If you skipped this entire chapter, you could still crack The Conversion Code by executing all the others.
For most businesses, it is impossible to be great everywhere. Sure, you may have accounts on Twitter, LinkedIn, Instagram, YouTube, and Pinterest. Maybe you even link to them from your website and email signature (if you need a new email signature, check out WiseStamp). You may even update them a few times a week. But what have those accounts given you back in return for that half-assed investment? Probably not much you could take to the bank and deposit with dignity.
This digital “race to the bottom” in an attempt to be everywhere and do everything can be as deadly to a business as any virus. The cure is critically thinking and laser focusing on the few things that matter most. And maybe even more importantly, it’s choosing the tools you actually already like and use!
For me, video has been huge for making sales, and I enjoy it. One big advantage that I’ve experienced using videos as my primary lead magnets and in most of the marketing I do is that my leads can get to truly know me and my company better than they could through written text alone. Remember, words are only 7 percent of how humans communicate. When someone reads an article or blog post, they apply their expected tone and physiology to it as they read it, not yours (unless they happen to know you). On camera, all 100 percent of the ways we understand each other are in play.
This is exactly why my Curaytor cofounder Jimmy Mackin and I host a live web show (#WaterCooler) and produce countless webinars, plus put the audio-only version of everything we do on iTunes and Stitcher, all for free. It’s because there’s a big difference between people hearing about you and hearing from you. Video allows for zero ambiguity in my message.
Bottom line? You want to produce content that’s best suited for YOU. For some people, that’s writing a blog post. For some, it’s recording a podcast for iTunes, Stitcher, or SoundCloud. For some, it will be photo blogging on Instagram and Pinterest.
As it is nearly impossible to do everything listed below (unless you are a huge company with tons of money and resources), choose wisely. An easy way to do this would be to think about what you like the most of what is listed below, regardless of potential lead volume, advertising opportunities, or clever hacks that sound enticing. Do you organically find yourself using LinkedIn a lot? Are you on Instagram all day? Do you love podcasts? Do you watch YouTube more than you watch television? If the answer is yes, you will have a competitive advantage out of the gate when you do start to advertise and do lead generation there. I have personally found the following tactics to have a solid return on the time and money I spend investing in them.
I am going to go much deeper into email marketing best practices for lead follow-up and long-term lead nurture campaigns in Chapters 6 and 7. There really is no better way to get big traffic that consists of the people most likely to buy from you, on demand and for nearly no cost by the way, on your website than from a well-composed mass email. If you heard that email was dead, you need a new source.
It may be more difficult than ever to break through the noise of a crowded inbox, but even average email open rates are still between 21 and 23 percent and average click-through rates are 2.7 to 3 percent (per Mailchimp).1 This means that if you have an email list of 10,000 people, you could get 2,300 of them to open something and 300 of them to click a link to something anytime you want. Now imagine if you apply what you learn later in Section Two and got dramatically higher open and click-through rates, like I do. And what if you had a 100,000+ email list? The math gets very exciting.
Email marketing is a critical component of The Conversion Code.
Most companies are doing it very poorly, if at all. Not only can a cleverly crafted mass email send massive traffic when and where you want it, but also the data you gather about who opened and clicked your messages will help you identify those “most likely to buy” from you.
I find that an alarming number of people, even the ones who do sendmass emails, don’t truly understand just how impactful they can be. Did you know that you can actually see your email marketing traffic in Google Analytics? If you use Google’s easy-to-use URL Builder to track your links before you send your next campaign, you can better understand the impact your emails are actually having. Imagine having the additional insights around how long the people who clicked in the email stayed on your site, how many additional pages they looked at while they were there, and so forth.
I find time and time again that the website traffic generated from my email list creates some of the highest time on site and page views per visitor of any of my sources. I can’t recommend enough reading Chapters 6 and 7 before you send your next mass or drip email.
One of the reasons that I recommended installing tracking or retargeting/ remarketing pixels in Chapter 1 is because they can provide one of your best sources of traffic and leads, plus they are great for “being everywhere” online while a prospect is looking for products and services you may offer.
Basically, retargeting is the act of presenting additional ads to someone who visited your website or landing pages. With the proper tracking pixels installed, you can “follow up” with these prospective leads without ever capturing their email address or phone number.
With the ideas you learned in the last chapter about Facebook marketing and ads combined with the ideas you will learn in this chapter, retargeting is the glue that holds it all together.
Think of it this way: No matter what you do, most of your traffic will not opt in. But the fact that they even visited your site in the first place is a great indicator that they are serious about needing what you sell. Using AdRoll or the Facebook tracking pixel, once someone visits one of your pages, they will see more and different ads “following” them around. You have probably experienced this for yourself if you have visited Amazon or Zappos, only to start seeing their ads in your newsfeed immediately. A little creepy? Sure. Effective? Yes!
Setting up a retargeting campaign is actually pretty easy. And you won’t have to update it often (we try to refresh ours quarterly). You are basically just building ads before you need them, knowing they will trigger over and over each day as people visit your website. Like with anything else you do online, image is everything.Make sure your ads really pop and stand out. The way you design an ad for a mobile banner is very different than the way you would build a Facebook ad.
Retargeter provides seven best practices for running retargeting campaigns:
1. Don’t overbear or underbear: Just because someone visits your website does not mean that you should overwhelm them with ads. You also don’t want to show them too few ads. Retargeter “found that setting a frequency cap of 15 to 20 impressions to each of your users every month is the most elegant way to keep your brand top of mind.”
2. Make sure your ads are well branded: The reality is that most banner ads don’t get clicked on. So retargeting needs to domore for you than get clicks and leads; it needs to build your brand and get your customers telling you that “we saw you everywhere online.” You want your ads to look great and have a strong CTA, but you can also brand them!
3. Understand your view-through window: Not all leads will click on your ad; some will actually see your ad and then type your URL into a new tab or window. So when that happens it should also be considered a conversion. Most retargeting software will give you this data.
4. Have an incredible network: Retargeting does not work very well if your audience size is tiny. Remember, these ads are conditioned upon people visiting your website or landing pages to trigger. If necessary, you can supplement your retargeting efforts by using the Google Display Network so you can reach all of your possible customers as they search the web, not just the ones you tagged who visited your site.
5. Optimize your conversion funnel: Your ads won’t matter if where you send the clicks doesn’t convert. Make sure you use all of the landing page design tips I covered in Chapter 1 when you deploy a retargeting ad.
6. Target an actionable audience: When you choose who to retarget, you do not have to choose 100 percent of your visitors. You can actually retarget based on the specific page they visited. Imagine retargeting only the people who had visited your reviews page—and retargeting them with more reviews.
Or what about showing the people who got all the way to your contact page and then bailed some additional Contact Us CTAs? By getting micro with your retargeting, you can really have a macro impact on your conversions.
7. Segment your active audience: Not only can you retarget by audience, but also you can “burn” an audience when you retarget. This can be useful if someone actually buys and you don’t want them to see more ads.
By placing a burn pixel in your Thank You or Order Confirmation page, the ads will turn off automatically. You can also launch additional campaigns for this burned audience in the future. This can create solid upsell and retention opportunities when used properly.
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