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
Agenda
Day 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
Agenda
Day 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
OR
1,000 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
Traffic
Landing 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 list
Ask 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
Webinars
Steve Essa
What did you learn in
this session?
Agenda
Day 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 Articles
WHERE do you find online articles?
1. At news and article directories
Google News
Articleonlinedirectory.com
ezinearticles.com
2. By searching on a subject - Google
eg: how to grow tomatoes
Online 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 Articles
WHY publish online articles?
2. Improve SEO through more incoming links
• Each time your article is published you get a link back
Online Articles
WHY publish online articles?
3. Builds your expert status – your credibility
Online Articles
WHY publish online articles?
4. Goes viral – increases exposure
Publishers subscribe to article sites and then post
relevant articles on their websites – with links intact
Online Articles
Online Articles
WHY publish online articles?
Stats for Top Article
Link Click Through Statistics
http://www.bestjuicytomatoes.com/
BODY
2698
13.75%
http://www.bestjuicytomatoes.com/
RESOURCE BOX
554
2.82%
Online 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 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 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 Articles
Free Article Distribution Sites
Site
Google
Page Rank
Alexa Rank
EzineArticles.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 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
What is Search Engine Optimisation?
• 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 do Search Engines like?
Sites with:
•
Visibility
•
Relevance
•
Reputation
See www.WebsiteGrader.com
On-Page techniques
●
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
Off-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
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
Keys to success with speaking
• 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
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/gets
ubscribers.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?