Free vs. Paid Traffic – Which will Work for Your Business?

Traffic is ANY and ALL sources, both online and offline, that can be used to get your message in front of your perfect client.

Some examples of Online sources:

  • Facebook
  • Pinterest
  • Email marketing
  • Snapchat
  • Craigslist

Some examples of Offline sources:

  • Networking events
  • Door hangers
  • Flyers
  • Business cards
  • Ads in the local paper

 
Personally, I use both, BUT focus more online because for me, my business model is based on larger numbers. I’m not a local business, I serve people all over the world.

The two criteria that make a great traffic source:

  • Appropriate
  • Reproducible

OK, so that’s online vs. offline – now let’s talk a little bit about paid vs. free traffic.

I feel like the difference between the two is pretty self-explanatory but there is a time and place for each.

Most folks are drawn to free traffic (also known as organic) because the idea of getting something for free is appealing. My momma didn’t raise any dummies – if it’s free I’ll take two.

And when a lot of people start professionally marketing their businesses like we’re doing – their budgets are small or even non-existent, so that fits the bill.

Here’s the problem … it’s hard to get free traffic in any reasonable amount.

  • It takes lot of time to create the content.
  • It takes a lot of skill to properly SEO the content to make sure it gets seen and to monitor it when search engines make updates to their algorithms.
  • For most local businesses – it can take months to even start to see the results of your daily or weekly blogging.

The businesses that do really well with SEO are usually mid-sized businesses that can afford to have content creators on staff that aren’t worried about generating immediate revenue.

This is why I typically veer more towards paid traffic. With paid traffic I have:

  • Better control over who I target – keywords, interests, likes.
  • It’s faster – I can get results in 24 hours.
  • I can adjust my campaigns and budgets on the fly.
  • Can get started for as little as $5/day.

I totally understand the draw of the free traffic, but it fails both of our tests for great traffic sources.

So here’s the way most folks scale up their traffic:

  1. Organic traffic sources while you’re testing out your funnel.
  2. When you are happy – bump up the organic reach with the content distribution model -The additional investment here is time.
  3. When you’re happy with that – start to mix in some paid ads.

Now It’s Your Turn

Use the comments section below and tell me which traffic sources have been the biggest success for your business?

The Simple Steps to Indentifying Your Perfect Lead Magnet

There is ONE BIG THING that you must always make clear when identifying your perfect lead magnet…it is your PROMISE!

What’s the One Big Thing that your lead magnet is going to do, teach or solve for your end user?

There are quite a few areas where you can draw on experience for this.

  1. Client Interviews – One of the things you should always be asking is what’s the #1 problem that you have with abc? What do you hate about xyz?
  2. Surveys – Same thing here – the data isn’t quite as reliable, but it’s still a really good source of finding peoples frustrations.
  3. Competitors – Do you have competitors that are killing it at some aspect of their business? Are there challenges with it?
  4. Prospect Phone Call – You talk to prospective clients everyday – What sort of questions do they ask? What objections do they put up when you ask them tschedule?
  5. Your FAQ This could be an FAQ page on your website or just your own internal understanding of the client’s needs (this must be based on actual data.)

Whenever I put a lead magnet out into the webosphere, I always take users to a second page where I get a little more information. The one question I always ask is – What’s your #1, single biggest marketing challenge right now?

After asking this over 1,000 times, I’ve realized that in my niche there are really three main challenges. I developed a lead magnet for each of these challenges to help my prospective client overcome them.

  1. People Don’t Know Where to Start. There’s so much information out there and everybody says you have to do this if you want to be successful. They end of just picking something at random and then wonder why their stuff doesn’t work. Lead Magnet: 2015 Marketing Guide – What’s Working Now.
  2. People Have a Hard Time Finding Good Team Members. It’s hard to market a business if you don’t have anybody to trust that will do the work. Lead Magnet: Expert Interview Series on Hiring.
  3. No Time. People are trying to do it all in their business and have no extra time or money, so they need to do everything on the cheap. Lead Magnet: Productivity Lead Magnet in the Works.

Here are 6 steps to help you identify your perfect lead magnet;

STEP 1. Identify Problems You Can Solve

Grab a pen and paper and start jotting down the problems that people are having that you can help with. These are the ONE BIG THING PROMISES that you can solve for your clients.

STEP 2. Categorize Your Ideas

Determine what category the lead magnets might fall into.

  • Is it a How-To guide?
  • Is it a Cheat-sheet or Checklist?
  • Is it a Training Video?

STEP 3. Test it against the 5 Keys to a Great Lead Magnet

After you select the category of the lead magnet – the third thing you want to do is run it through our 5 Keys to a great lead magnet.

Think about your idea and ask the 5 key questions:

  • Is it specific enough?
  • Is it easy for the prospect to consume?
  • Does it address a KNOWN desire?
  • Does it deliver value?
  • Is it aligned with one of your products/services?

If you said YES to all 5 – you’re on the way to having an awesome lead magnet. If you don’t have all 5 go back to the previous questions and see if you can tweak it to make it satisfy all the criteria.

If your Lead magnet isn’t specific enough, you can take your topic and break it down even further.

Maybe it’s not about how to grow an awesome garden but how to grow awesome tulips. Its more specific.
Maybe it’s not how to be a better marketer, but how to attract new clients.
Maybe it’s not how to stop dog bites, but rather how to keep your toddler safe in a dog-friendly home.

STEP 4. Thinning the Herd

From all of the lead magnet ideas that you have, take all the ones that have all 5 keys checked and put them in one pile. Take the rest, and put them in a folder for later use. Sometimes there could be some great nuggets in there – you just need to work on the idea a little more.

STEP 5. Pick Your Winner

Of all the Lead magnet ideas that you have left – the ones with all 5 Keys checked…go ahead and lay them out and choose which one you feel you can deliver the best on.

THAT’S YOUR WINNER!

STEP 6. Come Up with a Compelling Title

There’s a reason why we saved the title until the very end. The title of your lead magnet is very important. If the title doesn’t grab the user’s attention – it doesn’t matter how great the content is, they’ll never see it. 8/10 readers will read the title, only 2/10 read the body copy. So if we can’t grab their attention, they’re not going to consume the content (and remember…that is one of our 5 Keys to a great lead magnet.) We need the users to consume the content so they can reap the benefits of our knowledge.

Now that you have identified what your perfect lead magnet is going to be…all you have to do is CREATE IT!

Now It’s Your Turn

Use the comments section below and tell me what is your best idea for a lead magnet for your business?

Taking the Relationship to the Next Level with Follow-up Messaging

Let me ask you a question … Do your customers do everything you want them to do when you want them to do it?

If your clients are like my clients, the answer would be a resounding NO, not usually.

Just because we ask somebody to do something doesn’t necessarily mean that they’re going to do it – especially at the beginning stages in the relationship. That is why it is so important to use an email marketing system for follow-up messaging to build rapport and deepen the relationship with this new prospect, so they can feel comfortable making a small purchase from us.

Let’s step back and look at the entire process and where follow-up messaging comes in.

We have a user that hits our landing page… they like what they see so they decide to opt-in by giving us their name and email address.

Once they click the submit button two things happen;

  1. Their info gets sent to our email autoresponder.
  2. They get redirected to our thank you page.

On that thank you page we let them know a few different things ….

  1. That we received their info which creates a positive user experience.
  2. Their content will be delivered soon.
  3. Secondary action
    • relationship building – FOLLOW-UP MESSAGING
    • information gathering
    • sales generating

Once the new prospect makes that small purchase and finds out how great we are, the relationship changes.

It doesn’t matter how small that first purchase is, just getting somebody to write you a check or break out their wallet and put in their credit card numbers on your order form, turns that person from a prospect into a customer. We are 7X more likely to sell stuff to a customer than we are to a prospect.

The relationship building plays an extremely important part in the process.

  • Give great value with the lead magnet.
  • Build rapport and authority with our follow-up messaging.
  • Once they know us, like us and trust us, we make a well positioned offer that they’d be foolish to pass up.
  • Prospect turns into customer.
  • Later, rinse repeat.

We do that until our current staff is at capacity then we staff up.

That’s how businesses are built.

Now It’s Your Turn

Use the comments section below and tell me how your follow-up messaging has changed your relationships with prospects?

Your Prospective Customer Has a Problem! An Irresistible Lead Magnet Can Solve It.

The Law of Reciprocity basically states that if you do something nice for somebody, they are going to have a strong psychological urge to do something nice in return. In other words, if you scratch my back, I’m more likely to scratch yours back and repay the favor.

When you put a lead magnet in front of your perfect client, it is going to help them solve a problem they are having. You have made the first step – you have scratched their back first.

A LEAD MAGNET is any piece of valuable content, real or perceived, that we can give to a new prospect in exchange for their name and an e-mail address.

When people are searching online, they typically look for one of the two different things.

  1. Entertainment
  2. Looking to Solve a Problem

A lead magnet solves the problem they are having. It’s basically like walking up to someone in real life and helping them out of a sticky situation. It is an opportunity to flex your professional muscles and show this new prospect that you know your stuff, and from their perspective, they are loving you right now!

This makes the follow up conversation and eventual offer better received. It goes against what most people do online and this is how we stand out from the competition.

Why do we use Lead Magenets?

  1. To collect a name and e-mail address to continue conversations with our prospects even after they have left our sites.
  2. To qualify and segment leads so you can have different lead magnets for your different products and services you offer.
  3. To set up a sale down the road.

Now that you have helped a prospective customer out of a jam, chances are they will be more receptive to your follow up conversations. After all…they kinda owe you a little back scratch in return!

Now It’s Your Turn

Use the comments section below and tell me an example of a successful lead magnet you have offered and how it solved a problem your customer was having?

TRAFFIC: The Lifeblood of Your Marketing Funnel

Chances are, you wouldn’t spend months planning an elaborate wedding with fancy decorations, a rockin’ band, 3-tier cake and enough food to feed a village – and not invite any guests. Sounds a little senseless, right?

It would be like crafting a genius marketing campaign for your business, and not introducing it to a crowd of prospective clients. Again, pointless…  

It doesn’t matter how good our marketing plans are built – if nobody sees them, they just aren’t going to be able to do what we need them to do.

Finding some awesome traffic sources is the solution to that dilemma.

Before we get started though…lets run through a quick definition of the term traffic to make sure we’re all on the same page.

Traffic is defined as: Any and all sources, both online and offline, that can be used to get YOUR MESSAGE in front of YOUR PERFECT CLIENT.

Here’s the thing that we need to get –

TRAFFIC IS THE LIFEBLOOD OF YOUR MARKETING FUNNEL

blood
We talk about the marketing funnel all the time but if this is your first experience with it…let me give you a quick Reader’s Digest breakdown.

A marketing funnel is just a graphical representation of our visitor’s journey through our marketing process – from a Prospect, to a Lead and hopefully all the way to a Customer.

The funnel has three stages in it and each stage represents a phase of the relationship we have with our customer.

Stage 1 – Introduction and Awareness

Stage 2 – Evaluation

Stage 3 – Conversion

Right now, we’re talking about traffic and putting our message in front of our perfect customer, so we’re really focused on the top section – Stage 1 Introduction and Awareness.

There are literally thousands of different traffic sources that we could use here, but who’s got time for that? We’re all busy professionals, incapable to doing them ALL (and I know there’s probably some of you that have done this, right? Trying to be on all the social media channels – and you end up going nuts trying to keep up.) We don’t want that – what we really want to do is find a couple of really awesome traffic sources and focus our time and energy there.

SO WHAT MAKES AN AWESOME TRAFFIC SOURCE?

There are actually 2 criteria for great traffic sources.

#1. Appropriate

We need to find the traffic sources that get us in front of our perfect clients – obvious!

#2. Reproducible

We need that traffic source to be reproducible. Meaning that we can go out to this traffic source anytime we want and get more traffic.

It is #2, the reproducibility of the traffic that allows us to scale our customer acquisition up and down as need be. This is what gives us the first of two major WINS in this type of system – CONTROL.

Now that you know why it is vital to focus on traffic when building your marketing funnel, it is time to start testing which sources work best for attracting your perfect client.

NOW IT’S YOUR TURN

Use the comments section below and tell me what traffic sources have worked best for your business and why?