Category Archives: Marketing and PR

The Remarketing Boomerang Plan (part 2)

In our previous article, we discussed why you should be using remarketing to make your ad dollars go farther for you.

Remarketing helps reduce your conversion costs and increase brand awareness.

The first step to remarketing is to add the remarketing code from Facebook. There are many other remarketing companies beyond Facebook (AdRoll and Perfect Audience are two of the largest), but Facebook is the easiest to setup and create targeted ads for.

Setting Up Your Site for Remarketing

No matter what kind of website you use, you should be able to easily install the Facebook Conversion Pixel yourself. If you use WordPress you can install a plugins that makes adding the Facebook Conversion Pixel really easy.

The brand new Facebook pixel makes conversion, tracking, and remarketing possible from just a single pixel.

Once installed, you’ll be able to track your visitors and follow conversions based on advertisements. In addition, you enable remarketing (the focus of this article).

So we are really killing three birds with one stone (or pixel in this case).

You can get the WordPress plugin here: https://wordpress.org/plugins/facebook-conversion-pixel/

If you are using traditional HTML, you’ll need an HTML editor such as Dreamweaver to install the pixel. My suggestion is you install it on every page… quite simply, we can follow your visitors across your site and control what remarketing banners they see in the future.

You must have the pixel on every page so we can control remarketing content though… so if you need to hire a web developer to do this, it is money well spent. First though, you’ll need the pixel itself.

Let’s create our pixel now.

Create Your Pixel

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Click Create a Pixel
  3. Enter a name for your pixel. There’s only one pixel per ad account, so choose a name that represents your business.
  4. Make sure you’ve checked the box to accept the terms
  5. Click Create Pixel.

Once you have your pixel (save it to a notepad), you need to add it to your website so Facebook can start gathering the data it needs for remarketing.

Add Pixel to Your Website

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Click Actions > View Pixel Code.
  3. Click the code to highlight it.
  4. Right-click and select Copy or use Ctrl+C/Cmd+C.
  5. Click Done.
  6. Go to your website’s HTML and paste the code. Getting there varies from site to site. The diagram below breaks up the code for you.

boomerang_1

The above code is for a traditional HTML website.

If you have WordPress, all you’ll need is the pixel code itself. Your Facebook pixel code will look like the diagram above, except your pixel ID will be different from 1234567890.

After you’ve installed the WordPress plugin, navigate to ‘Settings’ and then ‘Facebook Conversion Pixel’.

Enter your pixel ID and make sure you enable the pixel on Posts and Pages.

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That’s it!

Why Set Up Facebook Custom Audiences?

The more specific your offer is to your target, the higher chance of success you will have with remarketing.

For example…

Let’s assume your widget website has content (web pages) on it about…

  • Widgets with Bells
  • Widgets without Bells

And let’s assume each page has traffic from Twitter, Google, Facebook and even emails you send to your clients.

When they visit your website and visit specific pages custom tailored to their wants and needs… you can then target them by specific product pages they visited.

Let’s also assume that they visited ‘Widgets with Bells’ from an ad you placed on Google AdWords. You can safely assume this visitor is very interested in ‘Widgets with Bells’.

The great thing about Facebook Custom Audiences is that you can now target these visitors who have found specific pages.

Powerful… and simple.

Quite simply, if you want a bell with your widget, you aren’t interested in a widget without it… and vice versa.

The more narrow we can target, the better our chance at closing a sale.

Of course, your widget may be something like boots. If someone is searching for boots, it is better to serve them ads for boots and not sandals. Another example could be for golf… they come to your website looking for a driver – you should serve them ads for drivers and not for your monthly special.

Simple.

The power in this is you create a list of people looking to buy something very specific. They’ve also shown an interest in YOU and a SPECIFIC PRODUCT.

The next step is to remind them about YOU and YOUR PRODUCT they were interested in.

Setting Up Facebook Custom Audiences

There are a few different ways to create Custom Audiences.

Step 1 – List of URL’s segmented by product or content topics

  1. This allows us to create ad groups that target visitors to these pages.
  2. Create a list of categories and start placing your pages into these ‘category buckets’. The best way to do this is by using a spreadsheet.

Step 2 – Login to Facebook and go to:

  1. https://www.facebook.com/ads/manage/audiences.php
  2. Look for the ‘Create Audience’ button. Click it and select ‘Custom Audience’.

boomerang_3

Step 3 – You will be asked to create the type of audience you want. If you’ve compiled your page URL’s, you will select ‘Custom Audience from your Website’.

Of course, if you have an email list of subscribers, you can create a separate audience for those email addresses as well. I recommend doing both if you have a list of emails (note these must be legitimately collected emails and not a paid list).

Click ‘Website Traffic’.

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Then you will be asked to decide how you want to build your audience. This will be based on the ‘category bucket’ you created for your content pages.

You will now select ‘People who visit specific web pages’.

Facebook will now need those URL’s you gathered. You’ll need to enter those one by one. While this may seem tedious, it is worth setting the time aside to do this. You can also set keywords here from your URL.

Then you will need to decide how many days you want to pixel visitors for. I generally pick 180 days because some of my visitors go through cycles of interest and dis-interest. If your visitors are more immediate buyers, you can choose as little as 30 days. I think it best to keep them in as long as you can though. Once the pixel is 181 days old, remarketing is stopped to that visitor.

You will then decide what to call this audience. I would choose the ‘Category Bucket’ name you chose.

Click ‘Create Audience’.

Repeat the process for your URL’s.

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Once you have created an audience, Facebook will start gather data (if your pixel is installed). This can take a few days . Don’t be alarmed if you see the following:

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Under size and audience you will see that the first item is too small. This will change in a few days once visitors have landed on the specific page I detailed.

This can take a few days or weeks, depending on how much traffic you get.

In the next article, we’ll get down to business and start creating our advertising campaign and banners.

The Remarketing Boomerang Plan (part 1)

In this series, we will be working our way through remarketing using Facebook. Today’s article will cover what remarketing is and the benefits.

Facebook allows us never before seen technology to drill down and segment the perfect target customers for our products. Complete with demographics, likes, interests, and even buying patterns.

Pretty awesome!

What is Remarketing?

If you are currently spending money with online advertising and don’t know what remarketing / retargeting is… I think you will be pleasantly surprised at the power and cost effectiveness this new channel provides.

Remarketing in a nutshell allows you to tag visitors to your website, Facebook page, emails, and even apps and ‘remind’ them of specific product pages they visited.

This is a powerful new tool and allows you to maximize your ad dollars to the fullest.

Here’s an example of how remarketing works:

Let’s pretend you run a Google Adwords campaign for your local business. When a Google visitor clicks on your Adwords Ad they are redirected to your landing page.

Once they hit your landing page, the visitor is tagged by your website. This is done by placing a small snippet of code similar to the Google Analytics code you are probably using right now.

Let’s also pretend that this visitor did not make a purchase… not good!

And this is where remarketing really kicks your ad spends into overdrive. That tag we placed on their browser is now ‘following’ them around the web!

Yep.

For example, I’ve wanted to create a spiral notebook for one of my hobby businesses. I visited printpps.com and had a look around.

The next day I visited usatoday.com and in the right hand corner was an ad for printpps.com!

retarting3

Pretty powerful.

To be honest, I had not considered proceeding with an order that day… but the next day I thought more about. Ultimately, I did not order because my hobby business is tiny.

Now let’s pretend we have setup our website and Facebook with remarketing campaigns. Most remarketing control panels like the one Facebook offers allow you to target based on the page they visited.

This will allow you to create an ad campaign for visitors to very specific pages on your Facebook or website.

The power is that your ad spend with Google AdWords now goes farther. Instead of the old way of the one-time visit and never returning, remarketing will ‘follow’ them to such sites as CNN, ESPN, and other major websites your target customer visits regularly.

Your ad dollars and conversion should increase immediately with the introduction of remarketing to your advertising campaigns.

The benefit of remarketing is that you are reaching out targets who already visited your websites or Facebook pages and know who you are.

Reasons to remarket:

  1. Maximize paid traffic to the fullest reach (lowering your Cost of Acquisition)
  2. Remind visitors to take action on your products, offerings, or free reports
  3. Reconnect with organic search visitors after they have left your website
  4. Help push visitors who didn’t complete a purchase over the tipping point
  5. You can tag email users as well and deliver ads to your own subscribers

No matter what your current traffic levels, you should be using remarketing.

In fact, you should setup remarketing even if you do not have paid traffic campaigns. Quite simply, if you do well in local SEO or SEO in general, you can retarget all of those visitors once they leave your website.

Remarketing is also very inexpensive compared to other traffic mediums. Many of the campaigns I run don’t even hit their $5.00 budget per day.

To take advantage of remarketing, you need to get the tracking code installed onto your web properties.

Why You Should Setup Remarketing Tracking FIRST

I often suggest that the remarketing code is added BEFORE you even run ads… why?

Most remarketing companies such as AdRoll will not start your campaigns until you have reached a certain amount of visitors. In some cases, this may be 500 or 1,000 visitors.

If your website doesn’t get much traffic, it may take you a week or two to build up your ‘tagged visitors library’.

Once there are enough tagged visitors, the remarketing company will set your campaign live and start displaying it across their network of sites.

How to Use Website Custom Audiences

We will be using Facebook Custom Audiences and Adroll to do all of our remarketing.

First, I’ll explain the Facebook Custom Audiences or FCA that will allow you to serve ads to people who have visited your website.

When someone visits your website, no matter where they are coming from, they will be tagged by Facebook. Once they are tagged, they are no eligible to be served ads.

In addition, the level of ad delivery can be based on specific pages the visitor touched on your website. This is particularly helpful when it is a product specific page. Powerful  stuff.

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The possibilities are endless.

I encourage you though at first to pick one of your products and focus. Once you have this down and are seeing conversions, you can move onto your next product and so forth.

Before we get to that point though, we need to get the foundation set.

Follow along step-by-step and we’ll have a remarketing campaign setup by the weekend!

In tomorrow’s article, I’ll cover installing the FCA code so we can start building our ‘tagged visitor library’. I’ll also walk you through setting up custom audiences for segmentation.

How to Choose the Right Social Media Channel

A few weeks ago, we covered “How to Get 1001 Blog Subscribers in 30 Days and Convert Them into Loyal Customers.”

To be honest, you need a reliable and affordable way of channeling prospects to your business… but you have to have a good site design to begin with.

I’m going to assume you have found your market and your niche.

You can’t sell ice to an Eskimo… you can try, but you’ll go broke.

Assuming you have the niche and market… You need the right ‘fly catchers’.

Otherwise, you will just be wasting your hard earned money on traffic solutions that lead nowhere.

If you haven’t completed the initial prep phase for your blog or website, you should go back to our original article on “How to Get 1001 Blog Subscribers in 30 Days and Convert Them into Loyal Customers.”

If you missed it, you can click the links below to read it:?
Part 1 | Part 2 | Part 3 | Part 4

As I mentioned before… don’t skip priming your website with the proper fly catchers… otherwise you are just pouring money down the drain.

When you are ready, it’s time to drive traffic to your site.

Here’s the real shocker… One traffic source does NOT fit all.

Which Traffic Channel is the best for your site?

Once your site and offer are ready, you need to find a reliable source of traffic that CONVERTS.

One of the most common questions I get from clients is “Where should I advertise?

To be honest, you should instead ask yourself “Where is your market shopping, reading, visiting?

You’ll need to research your target prospect in order to find the publications they read, sites they visit, and hobby sites they enjoy… and even know the apps they install on their mobile devices (because you can advertise inside of those too).

I don’t care how good your ads are… if you aren’t connecting with your target prospects your results will stink.

That’s why it is so important to spend the right amount of time researching your targets.

Getting to Know Your Market

Each social media platform will have its own unique mix of users… not all are the same.

Before we pick the right social media channel, we need to understand our customers and targets a bit more.

The first step in finding your target prospect is to discover their age, gender, and income.

Demographics from current and past customers can also be used to help select the right social media channel… customers are the most reliable data you can get.

Speaking to customers is the best way to get to know your target prospect and market.

Surveys are another good way to gather demographic information.. a lot of marketers are running surveys immediately after a purchase.

Clearly, the best way to gather reliable data is through existing CUSTOMERS. However, there will be times when you are starting a new business and you won’t have any customers.

If you don’t have any customers… then site visitors will work well for us.

The easiest way to get demographic data for site visitors is by using Alexa.com to research your own website or that of your competitors. Further, gather data from websites your target prospect may visit.

Just for fun, let’s look at our own Superb.net website and see if we can gather some demographic data. We can use Alexa.com for this:

Once you click the ‘find’ button, you will be presented with quite a bit of information.

The information we want to know is located at the bottom of the next page… and here are the nuggets we want:

A good chunk of visitors to Superb.net are male… and the education data shows that most have not attended college. However, when you group ‘College’ and ‘Graduate School’ together, those stack up nicely and are significant.

Of course, Superb.net has also surveyed customers and knows their target prospects and customers very well.

If you know your target inside and out, you probably know the answers to the data points below… if you don’t, it’s time to put in some legwork and figure this demographic info out:

  • Gender
  • Income
  • Education
  • Hobbies
  • TV shows they watch
  • Books they read
  • Websites they visit

Once you have your demographic data, you can then use that information to select the right channels.

Using Demographics to Select Your Social Media Channels

Let’s take a look at Pinterest., Facebook, LinkedIn, and Twitter.

Each social media channel will have unique demographics… and perhaps, overlap.

First, let’s look at the demographics for Pinterest (http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/):

Used by 28% of adult internet users/22% of entire adult population.
“Some 28% of online adults use Pinterest, up from the 21% who did so in August 2013. Women continue to dominate the site, as they did in 2013: fully 42% of online women are Pinterest users, compared with just 13% of men (although men did see a significant increase in usership from 8% in 2013). While Pinterest remains popular among younger users, there was an 11-point increase between 2013 and 2014 in the proportion of those 50 and older who use the site. Other demographic groups that saw a notable increase in usership include whites, those living in the lowest- and highest-income households, those with at least some college experience, and suburban and rural residents.” ~ Pew Research Center

Looks like females outnumber males in a BIG WAY on Pinterest.

Pinterest would be fantastic for selling crafts, clothing, shoes, make up, interior design ideas, and furniture.

Basically, anything females are interested in.

Let’s now look at Facebook… the GIANT in the room:

Used by 71% of adult internet users/58% of entire adult population.
Fully 71% of online American adults use Facebook, a proportion unchanged from August 2013. Usage among seniors continues to increase. Some 56% of internet users ages 65 and older now use Facebook, up from 45% who did so in late 2013 and 35% who did so in late 2012. Women are also particularly likely to use Facebook compared with men, a trend that continues from prior years.” ~ Pew Research Center

And even better, Facebook has some AMAZING targeting tools inside of their ad management control panel… it’s point-and-click easy. Just select the demographics your target prospects are interested in. You can’t get any easier.

Facebook with its large reach and impressive demographic sorting for marketers allows ANYONE to easily use it to promote their business or website.

And YouTube is very similar to Facebook. Over 1 billion people visit YouTube every month.

Now let’s look at Twitter…

Used by 23% of adult internet users/19% of entire adult population
“Some 23% of online adults currently use Twitter, a statistically significant increase compared with the 18% who did so in August 2013. Twitter is particularly popular among those under 50 and the college-educated. Compared with late 2013, the service has seen significant increases among a number of demographic groups: men, whites, those ages 65 and older, those who live in households with an annual household income of $50,000 or more, college graduates, and urbanites.” ~ Pew Research Center

Twitter seems to be primarily by younger markets or a highly techie market. It seems to be used by more affluent white males as well. Twitter would be a good place to market electronic gadgets, golf, and maybe even stock tips.

On LinkedIn… one can assume this is a networking site for professionals. You could target those who job hop with perhaps information products that teach people how to interview and get jobs.

You get the idea here.

You need to know the demographics of your target prospect to fit the right social media channel to your marketing.

This is very basic, but most people don’t do the research required… and they fail.

I’ve created a ‘Cheat Sheet’ so you can easily narrow your channels down.

Social Media Cheat Sheet

Using basic demographics and this cheat sheet should save you a few headaches.

Picking the wrong social media channel where your market isn’t present is a sure way to fail.

How to Get 1001 Blog Subscribers in 30 Days (Part 4)

Lead magnet… check.

Opt-in Box… check.

Squeeze page… check.

Now, it’s time to get the Thank You page wrapped up and build in a Self Liquidating Offer… let’s get started.

The Execution Plan – #4 Thank You Page

Now, you’ve created your lead magnet… you’ve created and installed your squeeze pages and opt-in boxes… now what?

Once your prospect opts in, you need to direct them to a Thank You page.

The Thank You page simply informs them to check their email box for the lead magnet (if they gave you a good email address) and then offers up a quick thank you…

…and you could place your SLO or Self Liquidating Offer I mentioned previously in this article here.

This “bridge” will span the gap from solving one problem they have to solving the greater problem… for example, the desire to become a tennis pro.

The SLO is also called a TripWire Offer and is designed to quickly convert your prospect from a ‘subscriber’ into a ‘customer’. After all, we are in this to make a little money right?

Here’s an example where you could place a short video thanking them for opting in and then create your bridge offer.

The Tripwire or SLO Offer could be gentle and simply be:

“Breaking Serve is just one aspect of becoming a Tennis pro… if you are interested in Learning Everything You Need to Know KEEP WATCHING”

You would then go on and explain why Breaking Serve is just one part of the equation and they need your program to solve all issues on becoming a Tennis Pro.

Generally, the lower the price the shorter the video or page. So if you are selling a $7 tripwire offer, the video and page don’t need to be that long… and again, this is just a bridge offer for this pricing.

Now, the goal of Tripwire Offers is to quickly turn a prospect into a customer.

Usually, the Tripwire Offer is an entry level program that you sell at break even or even a loss.

In addition, the Tripwire Offer serves as a SLO or Self Liquidating Offer. Meaning, that you pay for your traffic costs from Facebook or Google PPC.

You have a couple of choices now on what to sell your prospect at the end of your Lead Magnet.

  1. You can sell them your FULL program “How to Become a Tennis Pro in 365 Days”
  2. You can sell them COMPONENTS of the full program for a discounted price.

My suggestion is you offer a smaller version of your full program at a discounted price such as $9 or $19 (#2 above)… the price has to be low enough that it’s a no brainer for them. You should also back this up with a money back guarantee.

The benefit of selling them Components is that you can lower the price dramatically, deliver great content, and lower the barrier on their purchase.

The fact of the matter is, if you can deliver components of your program at a fraction of the cost and help your customer… they are more likely to buy the FULL “How to Become a Tennis Pro in 365 Days” at full price.

This is the TRUST piece of know, like, and trust… if you wow them with your Lead Magnet… and then wow them with your Components… their trust of you is going to be off the charts.

What you have effectively done is give them a Trial of your program for a discounted cost.

What you end up doing is your decision, just keep in mind that a customer is MUCH MORE VALUABLE than a prospect.

The more customers a business has, the more successful it is long-term, even if those customers were brought in with low barrier (low cost) offers.

Quite simply, you have won their trust.

You also stand a much better chance of converting the SLO customers over to your full priced programs now that they have seen the quality you deliver… and you kept your promises all along the way from the lead magnet to the SLO.

This is the completion of the blog setup for achieving 1001 Subscribers…

Now, this process can take as little as one day or it can take weeks. My suggestion is “Done is Better than None”… meaning, get your funnel done ASAP. Don’t waste time on trying to make it perfect the first time out.

Get it done, get it live, and then tweak.

I’ve seen many smart people fail simply because they don’t take action. They wait for things to be perfect… I have bad news for you – NOTHING IS PERFECT.

Certainly, it must look professional and not be a ton of slop… but your first version may be just to get everything working. Once it is working, you can outsource the components on Fiverr for design upgrades.

My point is, don’t get caught up in minutiae… get it done, get it live and now… it’s time to start driving traffic to this funnel…

The Execution Plan – #5 Traffic Source

WARNING: You shouldn’t spend a dime on paid advertising until your blog is setup correctly to capture, nurture and convert prospects.

Once you have completed your first ‘flytrap’ aka your lead magnet (step #2 in this article), you can turn your attention to driving traffic.

I know many of you are excited to build your blog subscribers and begin growing your subscriber base… I caution you to hold off until the ‘funnel’ is in place.

Reaching 1,001 subscribers won’t be difficult if you focus on and keep tweaking the blog funnel you just created… once the machine is built, it’s all about driving traffic to your lead magnet squeeze page and building subscribers.

Your blog is useless if your prime target market cannot easily find it. You could have the very best content in the world on your blog… but it won’t matter if it’s not read by targets.

You Do Not Have a Traffic Problem

Traffic is easy to get, you can simply pay for it… it’s as simple as that… and the key is paying for QUALITY TRAFFIC at a price that delivers more sales than it costs. If you can make just 1 penny on every dollar spent on marketing, you are in business.

Of course, you want to maximize this and get your ROI (return on investment) generating more than just a penny.

You can drive traffic from:

  • Blog posts linking into your lead magnet squeeze page
  • Social media channels like Facebook, Instagram, Twitter, YouTube
  • Paid sources (Facebook, Google Adwords, YouTube ads)
  • Live Speaking Events
  • Traditional methods like radio, TV, newspapers, magazines

 … all focused and pointing to that lead magnet and squeeze page you created.

I’ve heard a lot of gurus say that your squeeze page should convert visitors at 40%… I find this to be a bit high and have found the real marketing stars converting at 15% to 25%.

I’ve been able to hit 56% on some pages, but those are to very targeted niches who already know who I am and what I do.

And you’ll notice I didn’t mention SEO in the above ideas. Why?

SEO is almost impossible to measure and predict on a daily basis. Certainly, you want to optimize your pages for SEO best practices… but we are into buying and sending traffic to a very specific squeeze page. We need to be able to measure and control the traffic.

This will deliver a very predictable income when done properly.

What’s Working Today?

Right now, Facebook is working the best for most bloggers. Why? Because Facebook is social… it allows you to interact with your target prospects easier than ever before.

Facebook is a perfect tool for sending traffic to your blog where you can build a deeper relationship.

Facebook has also created a very easy to use Ad System that allows you to quickly get ads up and running in no time at all. In fact, you don’t need to be an expert to post ads on Facebook.

Certainly, you may choose a different platform than Facebook to generate traffic to your revamped blog… and creating ads and finding traffic sources is beyond the scope of this article.

But hey, if you are interested in an article on driving traffic, I would love to write one for you…

In Conclusion

If you’ve made it all the way here, I know you are serious about growing your Subscribers… I encourage you to comment on this post below and ask questions, I am more than happy to respond and help you develop your Lead Magnet and Squeeze pages.

And if you are interested in an article on traffic, post a comment below and let me know which of the following you would be more interested in learning about?

  1. Traffic Campaign: How to Use Facebook to Build a List of Subscribers
  2. Traffic Campaign: How to Setup and Scale Google AdWords
  3. Traffic Campaign: How to Setup and Use Retargeting

Don’t be shy, let me know what you thought of this series (and if we can make it better)… and what you would like to see for our next series on Traffic and Conversion.

How to Get 1001 Blog Subscribers in 30 Days (Part 3)

Alright! Now we should have our first lead magnet done… if you didn’t complete yours – go back now and follow along in part 2 of the “How to Get 1001 Blog Subscribers in 30 Days”.

Once you’ve completed your lead magnet, it’s time to build out the “fishing lures” aka the Opt-In boxes.

Let’s get started!

The Execution Plan – #2 Tools to Create and Install Opt-In Boxes

In order to install an opt-in box on your blog – you will first need email marketing software like ConstantContact, AWeber, or MailChimp. Each of these services will allow you to create a ‘list’ for your lead magnet.

The list is what will store your email subscribers you obtain from your blog. In addition, the email service is where you will log in and send emails from. The email service will also be setup with an ‘auto responder’ and optin system that keeps you CAN-SPAM compliant (which is important).

The email service will deliver your lead magnet quickly and automatically for you as well… which aids in creating a tighter bond with subscribers.

Once you have created your “How to Break Serve” list inside of your email marketing software – you will be able to install HTML onto your blog from code the email marketing software provides.

WordPress makes this really easy and you can install custom HTML inside of widgets which are displayed on the sidebars, end of posts, popups, or as a stand alone page (recommended).

So how do you design the actual opt-in box?

If you are savvy with HTML and graphics you can design the opt-in box on your own… if you are looking for something point and click, you can install software like OptimizePress or optinmonster onto your blog.

OptimizePress works great with blogging software like WordPress and includes battle tested Opt-In designs… so you can focus on creating your lead magnet and not worry about designing the opt-in boxes. Optinmonster also has a plugin for WordPress you can get by clicking here.

OptimizePress or optinmonster certainly are not required, and most of the Email Marketing Software providers have decent HTML editors you can use to create your boxes.

Now that we’ve got the tools necessary, let’s look at different options you can deploy for your opt-in boxes. I recommend a combination of all of the following and not just one…

The Execution Plan – #3 Squeeze Pages

I’ve listed a few example opt-in types in the order they have worked for me personally (best to worst):

#1 The Squeeze Page Opt-in

The key to this page is its simplicity… there are no sidebars, navigation, or distractions… the page has one mission: Capture your prospects email address.

In fact, many marketers are now making squeeze pages the landing page for their blogs. The reasoning behind this is that prospects learn exactly who you are, what you do, and what problems you can solve for them… there is no messing around.

Here’s one example of the squeeze landing home page:

As you can see, the lead magnet is the focus of this page. Below are credibility logos and then a link taking the prospect to the blog.

And here’s an example of the squeeze page that can be deployed as a stand alone page, as you can see, the messaging is very simple and to the point:

…and here’s another:

#2 Pop Up Opt-in

Now you’ve probably seen these before and they can be annoying. However, if your messaging is right on the money – you will get AMAZING results. optinmonster allows you to install Pop Up boxes onto your Superb Internet blog rather easily.

Here’s an example you can set to show up when the prospects mouse cursor moves to their ‘back’ button:

#3 Side Bar Opt-in

This optin box is Google compliant (if you are sending paid PPC straight to pages with this box):

#4 End of Posts Opt-in

You could even install an opt-in box at the bottom of every blog page like is shown here:

My recommendation is that you pick 2 or 3 of the above and install on your blog ASAP… and I would direct them at the Lead Magnet you created.

In fact, I think you should make your home page a squeeze page based on the first example I provided above for the “7 Cardinal Sins of Muscle Growth”. You’ll want to be clear with the lead magnet and then come in with credibility logos and seals… and then finish it off with a simple link to your main blog page.

Again, WordPress makes this easy to setup and handle… and if you have any questions, just hit up the Superb Internet support gurus for help.

At this point, you should have your opt-in box or squeeze page CHECKED OFF and your lead magnet DONE.

Now, it’s time to build a SLO or Self-Liquidating Offer and drive some traffic in… stay tuned for the last part of “How to Get 1001 Blog Subscribers in 30 Days”…

How to Get 1001 Blog Subscribers in 30 Days (Part 2)

In part 1 of “How to Get 1001 Blog Subscribers in 30 Days”, we learned why we must blog… and the strategy we must integrate into our website and blog to improve the conversion process. Also known as the Know, Like, and Trust formula.

Today, we will be getting our hands dirty and start working on our first weapon of conversion – the Lead Magnet.

The Execution Plan – #1 Build Your Lead Magnet

Assuming you already have a blog, we can begin… if you need hosting I recommend you find a basic plan and install WordPress.

You can go here for affordable hosting packages:
https://www.superb.net/web-hosting/web-hosting-plans

Building credibility and trust is first done by creating a Lead Magnet. A lead magnet is simply a free cheat sheet, whitepaper, video, or anything that SOLVES ONE PROBLEM your target prospects have.

What Makes a Good Lead Magnet?

  • Solves a Problem for Your Prospect
  • MUST be Consumed by Your Prospect (brief but concise)
  • Delivered Quickly (via email or link via email)

Quite simply, we want to HELP the prospect without being too pushy. Second, the lead magnet must be of suitable quality that they actually consume the information or service.

The people who actually read your lead magnet are more likely to be your customers than those who simply ‘file’ the information. For this reason, your lead magnet must be simple, concise and to the point.

Try and stay away from long-winded ebooks and informational type lead magnets. For example, if you sold piano tuning services, you might create a lead magnet that was “Top 3 Things You Can Do to Keep Your Piano in Tuned Longer” … and that’s just an idea.

You could then share what brand of high quality strings hold out longer, how to properly play the piano, how to store the piano, etc… so once your prospect uses your piano tuning service, they can maintain their tuned piano longer.

In addition, humans are impatient… you need to deliver the lead magnet as quickly as possible. If they enter their email and the lead magnet doesn’t arrive in the next 2 minutes… we’ve probably lost the ability to connect.

So how do we deliver the Lead Magnet?

The lead magnet is delivered through email to your targets inbox… it can be a PDF, an email series, or a link to a page where you have placed a video. The reason we use email is because we eliminate a lot of barriers… and we can communicate with the target prospect anytime we choose.

A lead magnet can even be an infographic… to reach out to those who have short attention spans.

By capturing their email address, you have removed one barrier and have brought your prospect one step closer to a purchase… in addition, to receive the lead magnet – they must provide their REAL EMAIL address.

This is why I urge you not to give them content immediately on the Thank You page after they opt-in.

Humans guard their inbox more than they protect their own homes… so the simple fact that they have given you their email address in exchange for your Lead Magnet is a BIG deal.

And a well done Lead Magnet can EASILY generate 1,001 subscribers. Good marketers have lead magnets that generate thousands and thousands of subscribers every week… and once they have one that works they milk it for all it is worth.

Once the prospect has entered their email address, an email service such as ConstantContact can automatically deliver the Lead Magnet. You want this process as automated as can be so your blog is working for you 24 hours a day, 7 days a week. Of course, there are many email service providers… and many offer 30 day trials so you can get your feet wet.

Using a quality service like ConstantContact is important because they keep your email off of SPAM lists and deliver your lead magnets quickly for you.

Speed is of the utmost importance when we first make contact with our prospects through our blog subscription.

Fulfill Your Promise

It is important that the Lead Magnet is delivered QUICKLY and fulfills your promise you made on your Opt-In box.

REMINDER: Your lead magnet needs to contain helpful information and NOT be one big sales pitch.

The Lead Magnet MUST SOLVE ONE PROBLEM for your target prospect… and this is how you build trust with your target prospect.

If you gave them a Lead Magnet that was nothing but a pitch, they would probably delete your email and move on down the road. This is bad.

The honest truth is, you can’t expect a sale the second they opt-in… we are working a ‘funnel formula’ to get the prospect to know, like and trust you.

By giving them quality content without a big sales presentation, you build trust with the prospect so that they look forward to receiving emails from you in the future. The prospect will also grow to like you because you aren’t the pushy appliance salesman at the big box stores… you are acting in good faith to help them first.

One of my mentors, Bedros, says, “Add value, solve problems, and come with the giving hand and the money will follow.”

This is great advice, and I hope you take these words to heart… it can transform your business and make operating your business a true joy… and more rewarding financially.

Lead Magnet Creation Example

IMPORTANT: I urge you to create a ‘method’ for your business. A step-by-step approach where you can lead your prospect and then customer from point A to point B to achieve their desired outcome.

A method or system will allow you to grab pieces from your business and generate Lead Magnets EASILY.

Whether you sell information, a service, or a product… you should always create a ‘method’ for your business. The method is unique to YOU… it is how you do things BETTER than your competitors.

For a service, you may have a step approach to your services where you have an entry level package… the next package up solving another problem and so on. So if you were a book-keeping service you may offer a ‘free book-keeping’ audit to show them where they could save money in their business.

From there, your entry level plan may just be book-keeping… and the next step up would be tax filing, and from there the next level may include Payroll services… leading to full accounting services.

So for example, let’s pretend you are a Tennis pro who has created a method you sell called “How to Become a Tennis Pro in 365 Days”. This program will guide your student on a path to achieving professional level knowledge and skills over the course of a year.

Your Lead Magnet could be “How to Break Serve”.

How to Break Serve would just be one aspect of your method, but would make a great Lead Magnet.

The lead magnet would then explain and teach them how to break serve… no information held back.

So as you can see, we’ve only solved one problem on becoming a Tennis pro. The information is complete on Breaking Serve, but it is incomplete on becoming a Tennis pro.

It may be helpful to create a chart of “How to Become a Tennis Pro” in a notebook and sketch and list all of the steps from beginning to end your prospect would need to complete to achieve their goal of becoming a tennis pro.

At the end of your Lead Magnet (video, cheat sheet, ebook), you would then create a “bridge” from the problem your Lead Magnet solves to your full 365-day program… which solves the ENTIRE PROBLEM…

This bridge shows them there is more to becoming a tennis pro than just breaking serve.

This is where you could introduce your target to your full 365-day program.

The bridge would be gentle and could simply be:

“Breaking Serve is just one aspect of becoming a Tennis pro… if you are interested in Learning Everything You Need to Know CLICK HERE”

You could even offer a SLO or Self Liquidating Offer that is meant to recoup costs on your marketing and convert the subscriber into a customer… and I’ll go into more detail about how to create an SLO later in this article.

So then your lead magnet is done… or is it?

Conversion is King

You may need to experiment with multiple lead magnets before discovering what makes your prospects tick.

Unlike NCAA college basketball players, Lead Magnets are NOT one and done projects…

I want you to view Lead Magnets as long-term projects that you will refine over time. In fact, you should not proceed to creating any more Lead Magnets until you have mastered your first one.

We are looking for a conversion rate of roughly 15%. Anything less and you will want to evaluate your messaging and work on getting the conversions to 15% or higher.

Out of 100 visitors your goal is that 15 of them will hand over their email address to you in exchange for the lead magnet you are providing.

In hot markets, I’ve been able to achieve a 56% conversion rate. This is highly unusual, but totally possible with the right messaging and lead magnet.

Experiment with wording, images, and finding out what your prospect thinks is their biggest problem.

Once your first Lead Magnet is working and converting at an acceptable percentage, you can add another lead magnet and so on and on.

Many of my savvy marketing friends have MANY Lead Magnets addressing many different issues a prospect of theirs may have… a lot of different ‘lures’ in the water that allow them to reach their prospects.

Whew… that’s a lot of info on creating a Lead Magnet, and I hope that you get some good idea’s from it so you can create your own.

Now that you’ve completed your lead magnet… how do implement your lead magnet on your blog?

In the next phase of this Execution Plan, we will cover how to get your new lead magnet integrated with your existing website… stay tuned…