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Traffic Sources For Making Money Online

Published February 19, 2019 in Guides - 0 Comments
top traffic sources

This is a long and thorough guide on how to get traffic to your online business from A to Z, catered specifically to internet marketers interested in affiliate marketing and network marketing.

Because this is quite a long guide (over 8,000 words), I have created jump links for you below for easier navigation if you would prefer to skip farther down the page to the topic of your choice.

Once you click on a jump link, simply click on the back button in your browser to return to the top of the page.

Finally, if you have not signed up for the members portion of Earning Ability yet, please do so here if making actual money online is something that interests you.

Here are the contents of this guide:


Chapter 1: Solo Ads

solo ads

Solo ads were the long held secret of the top tier producers before it was cracked open and revealed to the masses.

It’s the go to traffic generation strategy for top tier companies and is the most effective form of email marketing.

Essentially, the process goes like this (in a nutshell):

  1. Find a broker
  2. Pay the broker
  3. Receive traffic

Obviously, there are some intricacies to the process which we’ll cover in this chapter, but get ready for the excitement in finding out the process that has created a ton of new producers in the industry.

What is a Solo Ad?

A solo ad is, in essence, an email. The email will contain content that you have either written yourself, or have asked somebody to write for you.

The purpose is to intrigue the recipient to open and read, and then take an action that you have paid for.

The action could be as simple as clicking the link in the email, signing up on the page the link goes to, or even buying something that you’ve promoted or are selling via the email.

A solo ad usually has 2 important parts:

  1. A captivating subject line — something that can grab the recipient’s attention amongst the ocean of emails they receive every day.
  2. An engaging body of text that compels them to read all the way to the end, or as far as they need to until they reach the call to action. So far so good right? Nothing too complex. That’s what’s contributed to the rise in solo ads amongst newbies over the last couple of years.

So Why Isn’t Everyone Doing It?

Good question! It’s mostly because of 2 reasons:

  1. They don’t know about it.
  2. They know about it but don’t understand it well enough to execute successfully.

Like all marketing techniques, solo ads carry a small risk with them of not delivering ROI.

If you manage to get sucked into buying from a dishonest seller who sells you trashy traffic on purpose, or even a decent seller who sells you bad traffic by accident, chances are you’ll be put off for life.

But that’s no reason to fear this technique. For every bad seller, there are 10 good ones.

The winners are the marketers who cultivate a strong mental attitude towards their advertising campaigns — knowing the difference between a bad batch and a bad campaign.


Chapter 1.1: How to Do Solo Ads

how to get high quality traffic with solo ads

Because a solo ad is really just an email that goes out to a specific group of people, you need to find someone who owns a list of people specific to what you want to market.

If I was selling a new type of running shoe, I would go and find somebody who has cultivated a list of runners and athletes who would be willing to send out a promotional email linking back to my website where I sell my new running shoes.

Look for a Good Relationship

You need to make sure that the owner of the list has built a good relationship with his or her list and that they know, like and trust him or her.

When it comes to email marketing, the mechanics seem simple but it’s a delicate balance between maintaining regular contact with your list and not overstepping any boundaries leading your emails to be labelled as spam.

Look for a Good Seller

A good seller, or broker, is someone who fully understands the mechanics of email marketing, how to build relationships with your readers, how to segment and cultivate a list of openers and clickers, how to filter out those who are not interested and how to not burn out the list by over promoting.

Test, Test, Test

These brokers can be individuals who have worked hard to build a list or they can be huge publishing companies.

It’s up to you to find out who’s got the right kind of traffic, and this usually happens by running tests until you find a winner.

If you have the abilities to negotiate, that’s even more of an advantage as you might be able to get some extra traffic for a lower price.


Chapter 1.2: Clicks, Leads & Buyers

buyers list solo ad traffic

The type of traffic you actually purchase comes in the following formats: clicks, leads and buyers.

Clicks are the most common, imagine you’ve paid for 100 clicks to your website, that means the broker will send out an email with your link in it and you should receive 100 clicks.

It’s the same with leads except that when you purchase a lead, the person who clicks your link then visits your page and submits their own information on your site to learn more about what you’re marketing.

The third is the most lucrative and elusive type of traffic — the buyer. This is somebody who has already spent money with the broker and is expected to spend more.

Therefore buyers tend to be the most expensive. But remember, we are looking at ROI here, not cost.

So if a buyer costs you $150 to acquire, but you know you’ll make $500 from them, it’s an investment, not a cost.

Keep an Eye on Metrics

Once again you need to be keeping an eye on your metrics.

Just like all the other forms of paid advertising, if you splash your cash recklessly in a scatter gun approach, you’ll likely come away feeling burned and like you’ve been scammed, even though you didn’t take a calculated, professional approach.

You need to remember your CPC, or cost per click, or lead or buyer if that’s what you’re buying.

You need to ensure that the seller offers you all the stats after the campaign so you can analyze, or have your own tracking in place.

Do Your Due Diligence

Do your due diligence, keep an eye on your stats, ensure that your email content is targeted and attention grabbing, and your webpage where visitors arrive is user friendly and easy to navigate and you’ll be well on your way to mastering solo ads!


Chapter 2: Display Advertising

display advertising: reach your target audience

Banner ads, one of the oldest forms on online advertising, have become as synonymous with the internet as billboards have with highways.

These ads also known as display ads are still one of the most powerful forms of online advertising for top tier advertisers and publishers.

In the beginning, the only banners you could use were text and image banners.

Slowly, as web technologies became more advanced, we started to see moving banners, animated images, and then interactive banners.

Today banner ads are richer and more varied than any time in history.

Banner ads serve as away for businesses to monetize their website traffic, as advertisers pay to have their promotion displayed alongside the content on the page.

So let’s talk about how you can make money with banner ads. You can make money from banner ads in two ways:

  1. Host somebody else’s banners on your site and collect payment for the views and clicks from the advertiser
  2. Post your own banners on somebody else’s site and collect traffic from there

For the purpose of this chapter, we will focus specifically on method #2 and explore this in depth.

Remember that if you have the graphical skills to design your own banner, your market time is significantly reduced, but if you don’t you can easily hire a professional designer to create ads for you.


Chapter 2.1: Anatomy of a Banner Ad

banner ads

Most Banner Ads follow a simple and effective formula you can recreate.

  1. Headline — make sure this is something eye catching and punchy that creates curiosity
  2. Image — a relevant image that piques curiosity is best here
  3. Call to action — either a button or text string that basically tells the visitor to click on the ad

There are of course multiple variations, some banners have interactive elements, some have music or audio, some expand and take over the entire page.

Banner Ad Research

But for the purposes of getting you off the ground and ready with your first banner ads we’ll keep this simple.

Often times you can simply search on Google for the type of banner you are looking to create, and research the most common designs.

This is your research, you’ll see some very popular banners, a powerful exercise is to analyze the common elements between the mall, and you’ll begin to understand what converts.

Many of these banners have had years of research and development put into them so you can quickly and easily take advantage of these findings and implement them into your own.

Make sure to take a look at the standard banner sizes prescribed by the “Internet Advertising Bureau.”

They are as follows:

  • 486 x 60 Pixels (Full Banner)
  • 392 x 72 Pixels (Full Banner with Vertical Navigation Bar)
  • 234 x 60 Pixels (Half Banner)
  • 120 x 240 Pixels (Vertical Banner)
  • 125 x 125 Pixels (Square Button)
  • 120 x 90 Pixels (Button 1)
  • 120 x 60 Pixels (Button 2)
  • 88 x 31 Pixels (Micro Button)

Banner Ad Location

Your next step is to decide where you’ll be advertising with your banner, both the website you’ll post it and where on the website you’ll post it.

The most desirable location for any banner is above the fold on the homepage of a website. Years of heat map analysis and visitor eye tracking has shown that the top of a website is a hot spot for ads.

This can also be a factor in the design stage of your banner.

If you know for example that your ad will be placed on a less prominent part of the website, then you know your ad might need to be even more attention grabbing than if you’ve secured a prime location on a website.


Chapter 2.2: Knowing Your Display Ad Metrics

google display network delivers 4x the uk industry average ctr

We’re in the business of making money here, not burning money, so we’re not going to be applying a scatter gun approach.

As business owners, it is essential we get familiar with our metrics. We have know exactly what we’re spending vs. what the return on investment is.

Clicks

The number of visitors who click on the banner ad linking to the advertiser’s website. Publisher sites often sell banner ad space on a cost-per-click (CPC) basis.

Page Views

Also called page impressions, this is the number of times a particular webpage has been requested from the server.

Advertisers are interested in page views because they indicate the number of visitors who could have seen the banner ad.

Although they don’t measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it.

The most common way to sell banner ad space is cost per thousand impressions, or CPM (in roman numerals, M equals a thousand).

Click Through Rate (CTR)

This describes the ratio of page views to clicks. It is expressed as the percentage of total visitors to a particular page who actually clicked on the banner ad.

The typical click-through-rate is something under 1 percent, and click-through rates significantly higher than that are very rare.

CPC vs. EPC

If your cost per click exceeds your profit per click, then you know the campaign is not profitable and needs to be ended as soon as possible.

If your profit per click exceeds your cost per click, you’re on to a winning campaign and should focus on scaling the campaign up to increase the amount of traffic and ultimately profits.


Chapter 3: Blogging

wordpress content management system

Blogs give you the chance to let your personality shine through in your marketing efforts.

They have the power to position you as an authority, build a base of loyal readers and subscribers, and ultimately sell anything that you have created or are an affiliate of.

Fundamentally, blogging has a lot in common with article writing, except for one separating factor: personality.

It is commonly accepted that articles have more of a business-like tone overall, whilst blogging is accepted as having more of a personal touch.

Indeed the idea of a blog began as a digital journal of sorts, for an individual to record their personal thoughts and feelings about ideas or events.

Nowadays blogs have the power to position you as an authority in a niche, build a loyal fanbase and monetize your marketing efforts.


Chapter 3.1: 8 Steps to Blogging for Money

blogging for money

Here are the eight steps to blogging for money.

1. Pick a Blogging Platform

In order to start blogging, you need a blogging platform to post your blog on, a blank journal of sorts. The most popular platform at the moment is called WordPress.

It is known as a CMS, or Content Management System, and can be used for something as simple as keeping a daily diary to building a fully featured corporate intranet or online shopping website.

There are two methods of setting up a WordPress blog:

  1. Hosted on WordPress.com with a WordPress account
  2. Hosted on your own web space with your own domain name (most popular)

If for some reason you don’t like the idea of using WordPress there are other platforms out there such as Tumblr, Blogger, Google+, Quora and more.

However we recommend sticking with WordPress as it’s the most flexible and easy to expand, as well as the easiest to find support for.

2. Connect with Your Readers

Remember, add that personal touch, tell stories, try to connect emotionally with your readers.

If your blog has a specific topic or purpose, keep your posts relevant but don’t be afraid to add your own opinion and personality.

Remember, people follow people, not content. Post dynamic content, use images, videos and even audio if you can.

3. Extend Your Reach

Don’t just stick to text posts as different people learn in different ways, and if your blog is there to teach or instruct, you want to be able to connect with as many different types of people as possible.

4. Create a Blogging Schedule

Figure out a blogging schedule and keep to it, the more regular you can keep it, the better. Regular blogging reinforces the habit of visiting your site within your readers and builds trust.

If you post 4 times in a month and then nothing for the next 2 months, you will find it difficult to build a loyal and regular readership.

5. Monetize (Make Money)

If a tree falls in a forest and there’s nobody there to hear it, did it make a sound?

Unless you’re looking for a private emotional outlet on the internet, regular quality blog posts that do not leverage the power of building subscribers and monetization are of no use to anybody!

We’re here to be profitable, so we need to turn our blog posts into cold hard cash, or potential for cold hard cash at the very least.

This is done by building an ongoing relationship with your readers and visitors, via a subscribers list.

6. Build an Ongoing Relationship

It is very simple to collect subscriber information on your blog such as name and email, and there are a number of services available that provide you a home where all this information can live, known as autoresponders.

Once you have this information, you can easily send out regular updates via email, such as a new blog post that’s just been published or a special offer for example.

7. Leverage Advertising

The other common way to monetize blog posts and blog websites is via adverts. You essentially own a piece of online real estate, and you can host adverts that other businesses pay you for.

There’s also services such as Google Adsense — where adverts related to your blog content are presented to your readers and every view or click that happens on your blog means a small payment in your account.

8. Use Your Influence

If you are an affiliate of a top tier system, blog posts can be used to review the system you are part of, provide more information or do some teaching that’s relevant.

You can then link the reader to your affiliate link or landing page in order to bring them into your sales funnel.

The potential for blogging monetization is ever increasing, and if done right, can grow your exposure and profits massively.


Chapter 4: Social Media

social media

If you think social media is just a fad, think again. As of June 2015, Facebook has 968 million active daily users.

That’s almost 1 billion real people who log on and spend time on Facebook.com every single day, 3 times the population of the United States!

Twitter now has over 270 million active users and is adding 300,000 users per day.

The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow.

YouTube has over a billion users — and reaches more 18-34- and 18-49-year-olds than any cable network in the U.S.

You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population).

Facebook has almost 1 billion daily users, Twitter has 270 million, and YouTube has over 1 billion!

Where the eyeballs are, is where the money’s at. These are the top three social networks.


Chapter 4.1: Facebook

facebook mobile login

Facebook was started by Mark Zuckerberg in his college dorm room. It started out as an online college yearbook (i.e., The Face Book), and evolved into a social powerhouse worth billions of dollars.

Today it houses a vast collection of “Pages” which belong to companies and businesses where they share updates and offers with “fans” (i.e., members who have liked their page) and in doing so opted in to receiving updates from the company.

Facebook also has its own PPC ad network which generates over a billion dollars a year in revenue for the company.

Between the social interaction and the ad network, there’s a myriad of strategies for generating free and paid traffic from Facebook.

The Potential for Virality

One thing to look out for with Facebook though is their ever changing terms and conditions, often an acceptable ad or content quickly becomes ban-worthy within a short period of time due to their quiet rolling out of updates to their terms.

As long as you operate within the terms, Facebook can prove to be a highly profitable source of income for you.

Ever Changing Terms & Conditions

With Facebook often an acceptable ad or content quickly becomes ban-worthy within a short period of time due to their quiet rolling out of updates to their terms.

As long as you operate within the terms, Facebook can prove to be a highly profitable source of income for you.


Chapter 4.2: YouTube

youtube

The number one location on the web for uploading and watching videos.

Even the monolith that is network television has succumbed and has begun distributing content from their programs on YouTube.

YouTube stars have been born and been given their own Hollywood movies and TV series, and young singers recording themselves in their living rooms have found fame and become multi-millionaire recording artists through YouTube.

Virality Is King

Virality is king — on YouTube, but there are plenty of businesses flourishing without millions of views as well, posting helpful, valuable, consistent videos offering knowledge and know-how to viewers.

Viewers then subscribe to your channel, save or share your videos and leave comments. This is the primary form of engagement on YouTube.

You can then funnel them back to your website and initiate them into your on-boarding process.

YouTube Display Ads

The second method for generating an income using YouTube is via the adverts that YouTube displays on your videos.

Being owned by Google means that YouTube has a strong foundation in advertising and displaying ads of all kinds. Every view generates a small amount of income which eventually adds up.

But unless you are receiving views in the thousands regularly and consistently, don’t expect the views to line your pockets.

Think of it as a nice little amount to buffer your main income, which will be via your primary business.

Consistency Is Key

The last point to take note of is consistency. Upload videos consistently, otherwise viewers will forget you exist.

Reply to comments or moderate consistently and regularly as well, otherwise you could end up with a minefield of irrelevant comments which get in the way of your customers seeing the genuinely helpful or valuable replies and comments.

And lastly, enjoy! Enjoy making videos and engaging with your fans and prospects!


Chapter 4.3: Twitter

twitter

Twitter has often been described as the most difficult to grasp as a marketing tool and for good reason. The premise is that you post messages and updates that are restricted to only 140 characters.

That doesn’t seem like much at all to get across a message more significant than “be right there, running a little late.” But you’d be surprised.

The Hashtag

These are what allow Twitter to see what’s “trending” (i.e., what keyword is being shared the most at any time).

For example, on Saturday nights, you might find that #SNL or #SaturdayNightLive is trending.

The reason is obvious: because it’s on and viewers are tweeting about it! But through this seemingly simple mechanic, an entire sub-culture has been born.

It allows complete strangers to come together over common interests and ideas and participate in conversations that range from the relatively mundane to the incredibly important.

Television, sports, food, politics, health, medicine, you name it, there’s conversations going on about them as we speak.

Build Rapport & Position Yourself as an Authority

Since Twitter is mostly public, you can dip in and out of different conversations going on by searching for a hashtag.

Imagine you run an online business selling custom car parts or knitwear for example. You can simply search for these terms and see what conversations are happening about them.

You can impart your knowledge and share value with strangers and instantly build rapport and position yourself as an authority on the matter, instantly making them know, like and trust you.

Direct Messages

Finally you have DMs, or direct messages.

This is how you can send a private message to another user who is following you, allowing you to pass them information about your business or send contact details away from the public eye.


Chapter 4.4: Other Social Media Networks

social network collage

Instagram

Instagram is now owned by Facebook, and is essentially an online photobook filled with digital Polaroids. It is used mainly by artists and musicians, but has plenty of non-artistic members too.

You post images individually with a short blurb and can also make use of the hashtag mechanic here.

Google+

Google+ is Google’s answer to Facebook. It has not had the kind of traction that Facebook has enjoyed but it has gained some attention since its creation in 2011, with now 300 million users.

The most popular feature of Google+ is its Hangouts feature, a free to use video conferencing, live broadcast and messaging tool, used by many online marketers to conduct online teaching and training, as well as question and answer sessions.

LinkedIn

LinkedIn is the Facebook for corporations and professionals. LinkedIn’s potential lies in its power to build authority, establish thought leadership and connect corporations with top talent.

It is the preferred tool for head hunters and the average LinkedIn user is a high net worth professional.

If your business provides more of a professional service, or caters to high net worth individuals, then LinkedIn is where you need to be.

They also have an ad network of their own that you can utilize to target specific groups of members on the site.

Pinterest

The last of the “big ones.” Pinterest is like an online pin board for members to pin photos of things they like. You can create boards for specific collections of images.

For example, a bride to be looking for inspiration for her wedding might create a “Wedding Ideas” board, and pin images of bridal dresses, flower arrangements, venues and so on, which she can then share with a wedding planner.

Or a petrol head might have a board with various motorbikes he likes the look of that he can then refer back to when he decides what he wants to purchase.

Pinterest has 20 million monthly active users, with 5 million article “pins” happening every single day.

Women are 5 times as likely to use Pinterest as men, and shoppers spend more on their purchases when referred from Pinterest — roughly twice as much as referrals from Facebook and Twitter, and interestingly for affiliates, Pinterest drives more referral traffic than Twitter, LinkedIn and Reddit combined.

Be Aware of Your Brand

You may choose to completely ignore this lesson and not join any social networks, or you might join them all!

But if you do join any, you need to ensure that your branding is relevant, appropriate and consistent across all networks.

This reinforces your message, and if you haven’t already got this from the other lessons, consistency is key!

Your brand is what will be the second most important thing people see after the content, it could turn off as quickly as your content caught their attention.

Big brands spend hundreds of thousands of dollars ensuring a consistent, relevant branding job is done for them and then implemented across all of their social networks.


Chapter 5: Video Marketing

video marketing

In much the same way that television killed the radio, video marketing is fast replacing traditional text and images online.

With professional grade camera lenses in cell phones, it’s become easier than ever to become a video creator and publisher online.

With video you have the opportunity to become a real storyteller.

This is a universally valuable skill as a marketer, the process of marketing and selling is nothing more than telling a story that resonates with your prospects.

If you can paint a picture of how your product or service will improve their life or solve a problem they have, you have yourself a buyer.

Videos are an immensely powerful tool for getting ranked on search engines. Often viewers will chose to watch video over reading a long, text-heavy article.


Chapter 5.1: How to Create Videos That Inform

informative video

Now you might be worrying about the fact that perhaps you’re not a writer, but being a good storyteller is not the same as being a good writer.

As long as you can engage your viewers and listeners with your voice or the voice of an actor/actress, your story will get across to them.

The simplest and most effective structure for any video is to:

  1. Talk about what you’re going to talk about
  2. Talk about it
  3. Talk about what you’ve just talked about

It sounds silly at first glance but it’s a great way of keeping yourself focused on the topic and in turn keeping your viewers from being bored by any side tangent you might go on.

Educate

Tell people about your product or services. Give the details on features and benefits.

Tell them everything they’ll receive once they make the purchase. If you’re not selling something in the video, then just offer pure value, give without expectation of receiving.

Focus on Your Expertise

To position yourself as someone that can offer value, you have to be in a position of having something to offer, something to teach, so focus on your expertise and let the world know that you are an expert in your chosen topic.

Q&A

What kind of questions do you get asked the most about your product or service, or whatever it is you’re
promoting?

Is it worth your time to keep on answering the same questions every time someone asks you? No it isn’t! Record videos of you answering frequent questions.


Chapter 5.2: How to Create Videos That Sell

videos that sell

Review a Product

How often do you search online for reviews before purchasing something? I do it often. And there’s always my go-to websites or experts that I trust more when they review something.

Why don’t you become that trusted, go-to person for others? There’s nothing stopping you from doing so.

Review products you’ve already purchased, or reach out to stores and suppliers and ask them for a review unit or sample. They are often happy to oblige as it’s a chance for free marketing for them.

61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. So leverage this traffic and use it to become an authority.

Share Case Studies & Results

This is a big deal especially in the top tier space. It’s one of the most powerful conversion techniques available.

Remember, people follow people, not systems.

So if you have case studies, results or income proof, share it in a video, talk about how long it took you, what you’ve tried before, how well your current system has been working for you and how you think it can help others just like it helped you.

Talk About Your Mentor

Talk about your mentor and how they helped you get in and get results. If you’re new in a company and don’t have your own results yet, that shouldn’t stop you.

You can use your mentor’s results, or the company owner’s results and explain why you chose to join them and why others should join you on this venture.


Chapter 5.3: How to Create Videos That Entertain

very entertaining

Behind the Scenes

Why don’t you take your viewers behind the scenes? Show them a day in your life, or how you prepare your products and services, if you have an office, why not show them around?

If you run a store, walk them around, introduce them to your staff, take them on a car ride with you. All these things build rapport and help grow the relationship between you and your viewers.

Invite Them Into Your Life

It makes you seem more down to Earth and relatable. Not all videos should be glossy, super produced and heavily edited to perfection.

Let your hair down, bring your viewers into your life and let them get to know the person behind the name — it helps to build that trust and likability, a key ingredient in growing a lasting relationship with your prospects and customers.


Chapter 5.4: How to Create Videos That Get Views

video seo

Video SEO

The last important aspect of video marketing I’d like to cover today is slightly technical. Videos are an immensely powerful tool for getting ranked on search engines.

If you have a well SEO’d video on YouTube, you have a high chance of outranking other types of content that may have been there for much longer.

Often viewers will choose to watch a video over reading a long, text-heavy article. So take advantage of this.

Use the Exact Keywords

Make sure your video title and description has the exact keywords you want to rank for. If you are doing a review, put the full product name as it might be listed on a sales website in the title.

Use Google AdWords keyword tool to find the exact phrases that people are searching for and include as much of that as you can in the title and video.

Use video thumbnails that are eye catching but also might have a keyword in them that grabs the viewer’s attention.

There is also the YouTube Keyword Tool for this very purpose, and you should definitely take advantage of these tools to maximize your exposure on the platforms.

Have Fun

Lastly, have fun! Have fun while recording your videos. It’s important to give a good impression.

It’s OK to be nervous on camera, the fear goes away with time and experience like with anything. If your viewers can pick up on your passion, they will feel a connection. Go for it!


Chapter 6: Content Marketing

content is king

Nowadays it’s all about quality content. Content marketing is the art of communicating to your customers and prospects without selling.

It has arisen as an answer to Google’s more stringent requirements for quality content to rank on the search engine.

Originally, it was easy to game Google via spammy SEO techniques and loading articles with keywords.

Google’s response came in the form of many search algorithm updates including the famous Panda, Penguin and Hummingbird updates.

These updates razed the rankings landscape and removed thousands of results from page one instantly.

Now in order to be in favor with Google, it’s all about quality content. That’s why this is so important.

The Case For Content Marketing

According to the Roper Public Affairs, 80 percent of business decision-makers prefer to get company information in a series of articles versus an ad.

Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better product decisions.

Think of this: what if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it?

Creating Good Content

There’s a lot of ways to package up good content but here are just a few suggestions to share it in unique ways.

One of the most popular types of content that is used for content marketing that I’m sure you’ve seen and shared yourself at least once, is the infographic.

Infographics

Tell a story, explain a concept or present facts and figures through the use of graphics. They are quick and easy to digest and often sharing them requires only one or two clicks.

Virality

If something is easy to digest, interesting and easy to share, it has a high chance of going viral. And viral content is the nirvana of content marketing, the ultimate goal.

Once content goes viral, the readers take over and start marketing your content for you.

Other Forms of Content Marketing

And remember, content marketing isn’t limited to just blog posts or infographics, you can also create eBooks, cheat sheets, workbooks and templates, white papers and reports, videos, presentations or slide decks and case studies to name a few.

The more diverse your content, the higher chance you have of reaching different kinds of people who respond to different media.

And Remember….

And lastly, remember to keep track of the content you put out, there will come a time when you’ll need to rewrite/update or retire your content as it will not always be relevant or up to date.

Keep records of your content, the dates published and where it’s been published so you can always go back and update it, as old, incorrect or redundant content that leads back to you can do more damage than good.


Chapter 7: Article Writing

writing

In this age of article writing, the average internet user will be bombarded with articles all day long.

To stand out from the crowd you need to focus on grabbing their attention by writing articles that are value packed and beneficial for your readers.

The most successful articles are the ones that are value based and answer a question or a set of questions.

Solve someone’s problem and you’ll have a friend and fan for life, they’ll be compelled psychologically by the Law of Reciprocity to offer you something in return, which is great if you have something to sell.

Following a value based approach for writing articles is the winning formula you need for effective articles that get you more traffic and business.

Learn the basics below and you’ll be well on your way to driving solid traffic to your business with these best practices.


Chapter 7.1: 9 Keys To Writing Winning Articles

article writing

1. Do Some Research

Check Google Trends, see what kind of issues and questions the internet has on any day. If you already know the topic, then that’s even better.

Use trend tools online to laser focus the headline or question you’ll be answering.

2. Brainstorm

Try to be as specific as you can, brainstorm if you have to, do a brain dump of ideas and you’ll have multiple ideas on which you can build multiple articles.

The more value you can offer, the more likely it is you’ll grow an army of fans and readers who look forward to your articles.

Make sure you capture these thoughts down in an organized way so you can refer back to them later.

3. Know Your Audience

Empathy is a marketer’s most powerful tool, and it can be learned, so don’t worry if you feel you know nothing about someone on the other side of the world!

The issues that you’ll be solving with your articles are the type of issues that act like a thorn in the side of your readers, the problem that keeps them up at night, the issues they talk to their friends about over a cup of coffee.

Because you know your demographic already, now you can go and use search and analysis tools and see what kind of things they are searching for online.

4. Use Research Analytics

Google trends and keyword search are powerful tools, as is Facebook’s Graph Search.

You can then go deeper and follow their own research, that will give you somewhere to start from in getting to know your target readers.

5. Use a Strong Headline

The best type of headline is one that poses a question or challenge. This is because psychologically, it’s a hook that most readers can’t resist.

The other winning type of headline in this period of shortening attention spans and instant gratification is a headline that contains a list.

You’ve seen them everywhere and that’s because they work. 5 things that do something, 7 reasons why something is something, 12 images of something you won’t believe, and so on.

Try to capture the essence of your article in the headline. If you could summarize the outcome of the article in a few words, what would it be?

What should the reader have attained after reading your article? What question are you answering for them? Whatever it is, that’s your headline.

6. Keep It Simple

When it comes to reading articles, nothing will send your reader running for the hills quicker than along, boring, dry article. Keep it simple!

There’s a fine balance to be struck between adding detail and writing a thesis. Don’t write a thesis.

Your article should be backed up with facts and figures and try to inject some humor to build rapport with your readers.

7. Use Empathy

Humor is of course something to be used in small doses, and if you’re writing an article about something like how to deal with a family bereavement or how to manage debt and avoid being visited by debt collectors, perhaps you should avoid too many jokes.

Be sensitive to your readers, use empathy, and don’t deviate too far from the topic.

If you have a specific intended outcome or call to action at the end of the article, make that the spine of your article, keep everything centered around that.

8. Stay Focused

Don’t let your readers’ minds wander too far from what you want them to do or where you want them to click at the end.

To keep them focused, you need to keep focused, and keep the article focused. And part of keeping that focus is make sure the article doesn’t go on too long.

9. Publish It to the World

Once you’ve crafted your article, the final step is to publish it to the world.

You may be publishing it on your blog, in a newsletter, on Facebook or other social sites, as an e-magazine or countless other ways.

But the power of syndication is what will scale your incoming traffic — the more places you can syndicate and publish your article, the better.


Chapter 8: PPC Advertising

adwords

PPC is one of the most frequently thrown about terms that we hear from marketing consultants and agencies, and often we hear it associated with Google AdWords.

But what exactly is PPC? And why should you be interested in it? And most importantly, how can it make you money?

PPC is just an acronym for Pay Per Click. It’s one of the most popular and powerful forms of paid advertising and traffic and lead generation.

It’s a very simple premise: you find a traffic provider, pay them some money, and they send you traffic. That’s it!

It’s worked well for years and continues to do so, and appeals to those who need traffic and fast. At the end of this chapter, you’ll have the confidence to delve straight in and test the waters without fear.


Chapter 8.1: How PPC Works

professional pay-per-click management

PPC is the opposite of organic traffic, which can come as a result of SEO, article, content and blog marketing.

It tends to produce results much faster than free or organic traffic.

Every time your ad is clicked, sending a visitor to your website, you pay the search engine or ad host a small fee. (That’s why it’s called “pay per click.”)

When your PPC campaign is well designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it.

For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.

PPC Profitability

Remember the main aim of running these ads is to be profitable. You don’t look at the cost alone.

Being an entrepreneur means always having the bottom line in mind, and if a campaign is profitable, you scale up as fast as possible.


Chapter 8.2: Why PPC?

pay per click advertising

As I’ve previously mentioned, one of the top reasons for using PPC is that the resulting traffic is delivered rapidly, far quicker than organic search engine marketing (SEM), SEO and blog related traffic.

Visibility

SEO/SEM results rapidly decline the further down your content appears on search engines or on directories where you’ve posted.

With PPC ads, your content is always guaranteed to be featured in high visibility locations on pages such as Google search, Bing search, Facebook or LinkedIn for example.

You are essentially paying for a penthouse location with great views, instead of a ground floor apartment that most customers would avoid.

Targeting

You can bid on exact keywords that your ideal customer would be searching for and have your ad placed right in front of them. This is huge when it comes to having a laser focused ad campaign.

The more specific you can get when targeting your ad viewers, the greater your chance is of having increased conversions.

The other benefit of this targeting is that your ads will not be viewed as unwanted spam to the searcher, they will be welcome solutions to someone who is searching for something specific, again, leading to a greater chance of converting them into a lead or customer.

Ad Management

Unlike SEO or SEM, you can have granular control over your ad, the design of it, the content, the demographic it is presented, the groups you do NOT want it presented to and even the beginning and end of the campaign.

With organic traffic, you have to hand over a great deal of control to the search engines with not much guarantee of ROI.

With PPC, you know what your ad will look like, who will see it, how much it will cost, how long it will take to run its course, and if it’s not converting, you can pause, stop and modify it.

Tracking is also much easier and refined with PPC, you can track each visit, click, signup, sale etc and work out your exact ROI per ad, something which is significantly more difficult with organic traffic.


Chapter 8.3: Knowing Your PPC Metrics

10 ppc metrics to measure daily

There are a few metrics you’ll need to know about and track during the lifetime of your PPC campaigns in order to know if the campaign is profitable or not.

The following are a few of the top metrics you should know.

CPC

Cost-per-click (CPC) means that you as an advertiser appearing on a SERP (search engine results page), pay the search engine for each user’s individual click on your ad.

CPM

Cost-per-impression (CPM) means that you as an advertiser appearing on a SERP, pays the search engine for every 1,000 times your ad appears on the page.

The user doesn’t have to click-through, it’s just about page impressions.

CTR

Clickthrough Rate (CTR) is the amount of visitors who see your ad, and then actually click on it, this is important because it can tell you if your ad is actually compelling enough to earn clicks.

On the other hand, CTR will also tell you if viewers are just looking at it and moving on.

If you are running a CPC campaign, you want these clicks, if you are running a CPM campaign, clicks might not be your top priority, perhaps it’s a second priority next to advisability.


Chapter 8.4: Where to Advertise

google vs. bing

The top 3 places at the moment for running PPC ads are Google Adwords, Facebook Ads and Yahoo Bing Network.

Between the three of those, you can reach the majority of visitors who are likely to become your customers due to their expansive coverage over multiple niches and markets.

However, each PPC provider works very differently and has different requirements for what is in their opinion a quality ad campaign. The following are a few differences between the 3.

Google AdWords

AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads.

AdWords is also Google’s main source of revenue. If you use its service you will be able show your ads on one or both of Google’s advertising networks:

The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners.

Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.

Bing Ads

Adwords’ nearest rival is the Yahoo Bing Network (YBN).

It claims to be a “combined advertising marketplace” made up of Yahoo, Bing and many syndicated partners such as Facebook, Amazon and Monster.

In the US, this network accounts for 29% of online search, and according to its own data, searchers on the YBN spend 23% more in the same sites found on other search engines.

Worldwide there are 489 million unique searchers on the YBN, 94 million of whom don’t use Google.

These searchers spend 137% more than the average searcher and 76% more than Google searchers worldwide.

CPCs are generally lower on YBN than AdWords. Advertisers pay a premium to take advantage of AdWords’ higher traffic and CTRs.

There’s also less competition on YBN, in fact there’s 36% fewer advertisers on YBN to bid against.

Facebook

Facebook Ads take a different approach because unlike Google their business model doesn’t rely on search terms.

Instead, Facebook allows advertisers to utilize data based on location, demographics, interests and psychographics to target users.

For example: An advert can be displayed to people in Los Angeles, between the ages of 30-50 years old, and with an interest in decorating, interior design, and DIY.

When using Facebook as an advertising platform it’s useful to remember that you’ll have a smaller audience reach if you narrow the focus of your targeting.

While this can lead to clicks of higher quality, they’ll be more expensive than if you were to target a wider criteria.

And Remember…

PPC is one of the most complex types of advertising to pick and get started with, but once you’ve got your first few campaigns running, you’ll soon be advertising like a Madison Avenue veteran.


Chapter 9: SEO

search engine optimization

If you’ve been within 100 miles of an online marketing consultant, it’s likely you’ve heard them talk about SEO at any moment they can!

But what exactly is SEO? Why has it become so prominent in the online space and most importantly, what is its benefit for your business?

SEO is an acronym for Search Engine Optimization, which is an organic form of traffic generation.

This means that using a combination of technical and creative methods you increase the display rankings of your website for a specific keyword on search engines such as Google.

The most desirable result of SEO is to rank in the top 4 results on any SERP (search engine results page).

It seems quite abstract to begin with, but in a nutshell, we use SEO to get our website to rank highly in search results on Google, Yahoo and Bing predominantly.


Chapter 9.1: How Does SEO Work?

how does seo work

Think of the world wide web as a city, and websites are shops and buildings, the search engines would be your directory which has listed every shop and business there is.

But if you don’t make yourself visible, have a sign or let people know you’re there, you’ll never be found.

SEO is the process of increasing your visibility. This is done technically by leaving a trail of breadcrumbs around your website that the search engines can pick up or “index.”

We’ve already touched on Google’s search algorithm updates in recent years in our Content Marketing training, namely Panda, Penguin and Hummingbird.

Before these, the methods of carrying out SEO relied on quantity not quality.

The SEO Mindset

What we need to focus on now is creating and posting quality, valuable, original content.

The mindset you should have is extremely simple, ask yourself this: “What can I post today that would really help someone in some way?”


Chapter 9.2: What Search Engines Look For

how search engines work (nutshell version)

Well there are certain things that the search engines look for when considering where to rank a website or page, here are some of the main ones.

Content: has to be relevant to the keyword term you are trying to rank for and properly written.

Performance

Think about how fast your site loads and if it works as properly as it should.

Authority

Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?

User Experience

How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate (how long visitors stay on the page before leaving — lower is better)?

Consistent Domains

If you type in www.example.com, but then you type in just example.com and the”www” does not redirect to www.example.com, that means the search engines are seeing two different sites.

This isn’t effective for your overall SEO efforts as it will dilute your inbound links, as external sites will be linking to www.example.com and example.com.

Use Vintage Domains

Old domains are better than new ones, but if you’re buying an old domain, make sure that the previous owner didn’t do anything shady to cause the domain to get penalized.

Keywords in the URL

Having keywords you’re trying to rank for in your domain will only help your overall efforts — so spend a little extra time trying to secure that perfect domain.

Optimize Your Non-Text Content

Remember that it is not only URLs that show up in search.

Images, videos and more also show up, and are a great magnet to bring visitors to your site, so make sure your images are optimized in size and quality, your PDFs or eBooks are compressed and other files are able to load as quickly as possible.

Don’t Forget Your Metadata

Metadata is the key under the doormat that you leave in the code of your website for the search engines to get in and get the information they need to display when your site shows on a SERP.

The 2 main meta tags you need to populate are the Title and Description tags.

A simple example is for Earning Ability you would put the title tag as “Earning Ability: Your Place To Learn Internet Marketing” and the description tag would be a short paragraph providing more details, and this is what the search engine would display when somebody is searching for you. Simple!

Syndicate

In this day and age of multiple social networks and content distribution destinations online, you no longer need to trawl forums and directories, you can share your content on places that your customers will be visiting happily, such as Facebook, Twitter, LinkedIn or Pinterest.

And because these websites have massive traffic, chances are your profile on their sites will rank quite highly on the SERPs, so leverage their gargantuan rankings and get your content posted across them!

Remember

There’s no need to follow old fashioned, spammy, grey-hat techniques to get your content ranked anymore.

It’s actually become much easier thanks to the multitude of social websites that allow us to leverage their traffic and rankings.

So the one thing you should take away from this lesson is to focus on quality, not quantity!

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