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- Build a Sales Funnel
- Build or Increase a Social Media Following
- Become an Affiliate Marketer with Clickbank and JVZoo
- Students will need a website. I recommend Bluehost or Hostgator.
- Students should purchase OptimizePress plugin for WordPress.
- Students will need to create their own content or use PLR products.
Are you ready to get more sales using a Sales Funnel, Social Media Marketing, and Affiliate Marketing Strategies?
Are you ready to build a sales funnel? connections with customers on social media? and affliate marketers to sell your products?
Social media sites such as Facebook, Instagram, Twitter, LinkedIn, Youtube, Pinterest, Periscope, Blab, and Google+ all have thousands of customers waiting for you.
Those customers will be lead to your website, that will be setup with a sales funnel, which means customers will be spending more money with you.
And, you'll have affiliate marketers selling your products and sales funnels.
This course is the ultimate beginners guide into sales funnels, social media marketing, and affiliate marketing.
What does this course give you?
- Social Funnel Strategies
- Social Media Strategy and Best Practices
- Facebook, Instagram, Pinterest, LinkedIn, YouTube, Twitter, Google+, Periscope, Blab
- Social Media Automation
- Working with Affiliate Marketers
The key is to create a brand that is consistent across all channels.
Click the "Take This Course" button straight away at the top right of this page because every second you delay is costing you money.
- Students who know very little about Building a Sales Funnel.
- Students who have very little Social Media presence and want more of a following.
- Students who want to become an affiliate marketer with Clickbank
- Students who want to upload their created products to JVZoo.
How to Create an Irresistible Front-End Offer
As you already know that the front-end product will be your frontline product. It is important to make your front-end irresistible. The front-end offer has the most important role among the others in the sales funnel, because it is going to get people in and get the ball to roll in the sales funnel. Without an irresistible front-end offer that opens the loop, no matter how great your Upsell offer is, or how great your Backend offer is, people is not going to see it. So, it is really important to make sure they get your front-end offer. You‟ll learn some key concepts of front-end product along the way in this chapter, but having the irresistible front-end offer is the cornerstone of a successful online business. When the front-end offer makes the first sales, you can make multiple sales by putting them through the sales funnel. Your front-end product is your first product that you are going to show to the subscribers. It is basically presenting the first impression of your sales funnel to the people that click in to your sales page. This is why an irresistible front-end product is so important to keep things rolling. While a bad front-end could ruin the whole funnel, a great front-end could attract your subscribers to buy throughout your sales funnel.
A front-end product is usually sold in a lower price. Its main purpose is to attract the subscribers to click on the “Buy” button.
Indeed, a product launch is really intense. While the launch is happening, you must be there standby to make changes. Most of the time, price issues would be one of the common factors that causes a low selling rate. Hence, I strongly recommend you to keep on tracking the price of your front-end product in the launching of your products in your sales funnel. It is a time-tested price range for the front-end, from the lowest of $9.97 to $37 and so on. However, there is no hard and fast rules here, you can always tweak the price accordingly. Now, you may be thinking that quoting your front-end product in low price couldn't generate huge revenue even with a thousand or more sales. With 100% commission given out to the affiliate, where does the profit come from? But, do not worry about this. The real money doesn‟t come from your front-end. It comes from your Upsells and Backend. Hope you now understand the whole concept of the sales funnel. The front-end usually cannot bring you any profit, because you will offer your affiliate a 100% commission. The front-end serves only as the opening of the buying loop. This is why you need the sales funnel.
Criteria of Front-End
To create a front-end offer that is irresistible, you must first make it a product that has mass appeal that could generate huge amount of sales. Before you decide on what kind of topic you are going to use for your front-end, do some marketing research. First, understand what kind of market you are going to cover, and then research on the customers in the niche. The research is crucial, because in different kinds of niche, you‟ll meet different kind of customers with different mindsets. If you could first put yourself in your ideal customers‟ shoes, attracting traffics to your site and generating big sales isn‟t too far from you. First of all, target a larger market like Internet marketing niche, or personal development niche. Both these markets could be potentially big for you to generate sales. Identify the market, and the front-end product that you can sell to them. When you are able to target them, your front-end offer is going to make massive sales. The second criterion of a front-end product is, obviously, an evergreen topic. The evergreen topic means the topic that will attract more people buy, and it last for a very long time. People will still need the product regardless what kind of business they are in.
For instance, in the Internet marketing niche, lead generation methods would be an evergreen topic. Regardless of what kind of Internet businesses that they are in, they will definitely need to get visitors and subscribers to their website. This is a topic that will not grow old, especially for email marketing. A product vendor will need it, and so does an affiliate, as long as it involves email marketing, they will need your product to grow their list. For this session, to decide what kind of topics are the evergreen topics, you‟ll need to study on your ideal customers as well. Do not hesitate to invest your time to conduct this kind of research on your customers‟ preferences, because this will definitely help in your sales funnel, both short-term and, most importantly, long-term. I will not teach you much on how to conduct the research in this book, because it is another topic altogether that will bring us astray from the sales funnel. The third criterion of a front-end offer is a topic that can solve an immediate or urgent problem. Think about it, why do people want to buy your product? It is all because they need a quick solution to solve their problem. If your product can solve their problem immediately, they are what people will look for. When you are offering the solution for their problems, you are in fact implementing the skill to use emotional enhancers in your products. The emotional enhancers included:
Of course, there are many more to be listed down. The listed ones here are the most effective emotional enhancers that you could make use of. When you are brainstorming for the next idea, always remember how to apply these in your product. What you can do before you fix the topic for your front-end is to ask yourself few questions:
- How can I enhance this product and make it irresistible?
- How can I push the emotional buttons that everyone has?
- How do the emotional enhancers apply to this product?
Bear in mind that you may mix and match the emotional enhancers. It is not necessary to put only one each time. To make your work simpler, I already prepared a checklist for you. When you are brainstorming ideas for your product, follow the checklist. Write down every single idea that pops up in your mind and discard them only after a long and thorough consideration.
Format of Front-End
Your front-end product can be in many forms, such as e-book, videos with a compilation of transcripts, graphics, and many more. If you are familiar with the marketplace for digital products, these are the 3 common formats that being used for years. As I already mentioned earlier, understanding your target market is really important. The more you understand about your target market, the more you are familiar with their preference. For instance, for the Internet marketing niche, people there in the market couldn‟t afford to spend too much time reading. The ever-changing environment and platforms in the Internet marketing niche doesn‟t allow them to spare their time. Hence, most of them prefer to have videos and transcripts instead of a book. Once again, this is not a „must‟ rule to follow, you can offer e-book as your front-end as well. Writing an e-book brings more advantages to you compared to publishing a physical book. It saves you from the tiring logistic work to publish the book, as well as saving you some budget to be used in other important tasks.(Not to mention, the trees will love you for it!) All you need to do is just write the content, upload the file. That is just it. You can see how convenient it is to write an e-book.
However, here‟s a tip for you. After some time of publishing e-books, you can repurpose the e-book by turning it into a physical book and sell it with a higher price. You may have to go through all the labor that you are spared from by doing an e-book instead. But, consider the e-book platform as the stepping-stone. We choose it because it‟s easier and we can ease in into publishing physical books later on. You can compile the related e-books of yours that you‟ve created it long time ago, tweak a bit of the content, and resell it with a higher price. Only drawback is that you have to complete the logistic works, print it out and send it to the customers‟ doorstep. Nevertheless, it‟s worth your time to be invested to do this. A physical book that is delivered to the doorsteps of your house is more exclusive than the e-book that you can download anytime in the marketplace. Some of the serious buyers may want to have a hard copy of your product, because it is easier and more accessible (in some ways). You can do this once in a while, to test out the conversion rate of selling a physical book as well. If selling physical book does work, you can consider offering it as one of your Upsells. Other than in a book format, you can make it in the form of video training course with the compilation of transcripts. This can be said the most common format in the marketplace nowadays. As I already mentioned earlier, while some of the people can study and learn better through reading, some people learn better with watching and listening. In addition, to be frank, people who love to read are getting lesser in recent years. Part of the reason is because of the busy daily schedule due to their work, as well. Not many people can squeeze extra time to read a 100-page book, instead, they wouldn‟t mind to listen.
This is one of the many reasons why audiobooks are „in‟ nowadays.People just don‟t have the time anymore or perhaps, they‟re getting more and more impatient, hence, the short attention span. If you can make 100 pages‟ worth of content into a 20 to 30 minutes course, why not? They can at least listen to the content of the training course, and if they miss out anything, they can refer to the transcript. However, e-book can be sometimes sold hand-in-hand with the videos and transcripts. You can offer both at the same time and put your price slightly higher. If you worry about the price being too high selling both at the same time, repurpose the e-book and make it a free report for your subscribers. Take note about this, a free report is usually a shorter version and a more general version of the actual e-book. For instance, if your e-book is about generating traffic through different methods, you can retitle the free report to “How To Get Instant Traffic Through Buying Solo Ad”. You are giving the first method as a teaser for them to understand about traffic generation. If they are serious about their business, they will buy your front-end to learn more about it. These are the ideal customers you should target on, instead of getting only names for your „subscribers list‟, you can increase your „buyers list‟ as well.
Graphics is another niche that is a large market. Whoever owns a website will need graphics; whoever needs to do presentation needs graphics as well. This is a potential large market that you can try on. There are few front-end products that you can start with:
- PowerPoint or Keynotes template,
- Mascot creator
The list can go on and on, but these are a few common graphic front-end that you could found in the marketplace.
Methods to Get Front-End
So, here‟s how you can get your front-end product done. There are two ways you can get the front-end product:
- Create it by yourself, and
- Repurpose PLR products.
The front-end product can be in 3 formats as you already know that by now, but no worries, I will lead you step-by-step on how to create an irresistible front-end product in all 3 formats. Method #1: Create it yourself E-book: First step, brainstorm on ideas. I hope that you already know how important it is to pick the right topic for your front-end product by now, because if the front-end couldn‟t make the first sale and open the buying loop, the whole sales funnel will be futile. A great front-end offer gets people in and gets things rolling. Hence, brainstorming ideas for your front-end product is vital. You need to understand what your intention is to create the product. For newbies, once you‟ve decided on which market to target on, go and make connections with the people that already in the market. When you are doing this, firstly, you are expanding your connection to the potentials Joint Venture partners that you can work with in the future. Secondly, you are building up your credibility in this market. Building up credibility within the market is important, both towards the Internet marketers and the visitors.
When you have built up certain credentials among the Internet marketers, people will gladly help you to promote your products. Also, when you have your credibility built among the visitors, your products will have better sales. Improving your credibility is improving your brand. You don‟t need to be a scientist to know how important branding is. Branding plays a big role in sales and in some instances, the branding does the selling, not the product quality. This is why building up your connection is so important as well. Another purpose of building up connections is for you to understand more about what kind of topics the other Internet marketers usually use. This will definitely help you in your brainstorming session. As for those who are already in the business for long enough, brainstorming on ideas wouldn‟t that hard for you anymore, surely. However, you must always be innovative. Understand the needs of your subscribers, and create a product that fulfills their needs. This is not an easy task, but to survive in this ever-changing business, you must always be innovative. It‟s a „sink or swim‟ industry. Now, back to the topic. Once you‟ve decided on what topic you are going to use for your front-end, you need to ask yourself a question: “How are you going to teach them?” This is the next problem to solve.
- Is it going to be from your own experience?
- Is it going to be from what you‟ve learned by doing research?
If both ways are not applicable, revise and think through it once again until you get something that works. Collect only necessary materials for your content. Remember to focus on what you are going to teach only. Most of the people tend to forget about the first intention of creating the product. Hence, the information of the product isn‟t in-depth. If you follow the tips I‟ve mentioned just now, you may have some idea on where to get the materials for your content by now. It is either you write everything from scratch based on your own experience and knowledge, or do your research online. Most important step before you start writing is to draft your content. You can first start without a sequence. The sequence of the chapters can always change afterwards. List down the chapters one-by-one, and then, put them in order to have the general overview of your e-book. Next step, outline the sub-points that you are going to write under each chapter. Drafting out the chapters will ensure the flow of the whole content is smooth. Then, you can start writing the content. Writing an e-book isn‟t as easy as you think. It will take more time to complete compared to creating the video training courses. You would need a proper structure, planning, and a lot of revision. It will take a very long time.
Sometimes, you may be experiencing writer‟s block in the midst of writing, but don‟t force yourself to keep writing.Take a short break, read an article that is unrelated to what you are writing, take a short nap, drink a cup of coffee. Refresh your mind and then continue your work. The final step is optional. This is a step especially for newbies in the business. Get some feedbacks from others and then revise your product based on the feedbacks. If you are already familiar with the business, you may not want to skip this step. You can never produce something that is 100% perfect, so feedbacks from others are still valuable. For newbies, if you are still not sure about what you‟ve done is right or wrong, I strongly recommend you to get some PLR products as references to your product. Videos + Transcripts: The steps to create video course training and transcripts are more or less the same as creating an e-book. Same deal, first to brainstorm on the ideas, collect materials for the content, and then draft your content. The first 3 steps are really important as this will affect whether your front-end offer can generate massive sales or not. And then, it is slightly different in creating content for the book and videos. The first step in creating the video is to create presentation slides with PowerPoint or Keynote for each module. There‟s certain way in creating the presentation slides as well.
First, change your slide‟s layout to the ratio of 16:9. The presentation slides used to in the layout of 4:3, which is squarer in form. Most of the computer screens nowadays are in widescreen so when you set it to 16:9 ratio, the slides will look better when they show the video on full screen. If you are still using the layout of 4:3, the sides of the screen will be empty when they are showing the video on full screen in the widescreen computer. So, always change the layout to 16:9 before you start writing your points. Besides, it‟ll look more cinematic. And then, do not fill 100% of your slides with words. The maximum you can go for is 80%, because people‟s attention span if there are too many words in the slides. In addition, the words will be overlap with the control panel of the players at the bottom of your slides. The last criterion that you need to remember is putting only the important points in the slides, while the other explanations will be presented in your transcripts. It is totally fine to have maybe just 2 or 3 points in a slide, you can elaborate or explain in details by adding it to your transcript and let them listen to it instead. These are the things that you need to be cautious when you are creating the presentation slides. After creating the presentation slides, the next thing you need to do is to write a transcript for each module. The transcript has mainly 2 purposes: (1) to pass to the voice over actor to speak, and (2) compile together with the video training course.
When you have these 2 tasks done, after the voice actor does the recording and the video is completed, your front-end offer is good to go. Graphics: Creating a graphic front-end offer is totally different from the last two formats that I‟ve mentioned just now. First, you‟ll need to hire graphic designer to design the graphics for you. Same thing, you‟ll need to brainstorm on ideas as well. Whether to create presentation slides, infographics, mascots or a higher end product like graphic software. You can skip the steps to collect materials for content and draft your content, except for infographic products. When you are handling an infographic product, content for the product is still needed. So, you will need a content writer to work along with the graphic designer to make the infographics. Method #2: Buy PLR Products This is the fastest and easiest way to create your front-end. With this method, you can even create a few front-end ahead and line up the launches for months. Indeed, this technique is a huge time saver that it frees you up so that you can attend to other important businesses. Regardless you are writing an e-book or video training course, what you need to do is gather a few PLR products in the same topic and rewrite it. The best feature of PLR product is that you are allowed to resell the products without any copyright issue.
How to Make Your Offer Irresistible?
I am going to tell you one last thing that you can make your front-end offer that people would do whatever it takes to get. The only answer is to offer bonuses with your front-end. I want you to imagine that you are the customer now. There are two offers to you, same offer of lead generation video course with the same price, but one with bonuses and another one without, which one would you choose? Obviously, you‟d choose the first one with bonuses, right? You can make them in the form of checklist, mind map, or guidebook. And compile it together in your front-end offer sales page.
How to Create a High Converting Upsell
Moving on to the next element in the sales funnel – Upsell. Upsell offer happens right after the front-end offer. Hence, Upsell relates closely to the front-end. If you remember, I‟ve mentioned that Upsells are your main source of revenue. That is why you must have a high converting Upsell that will bring you large amount of revenue. Upsell could be the core of the whole sales funnel. Take note of everything that is important. You‟ll love it if you can master the skill to create a high converting Upsell. This would be the best part of the sales funnel. You do not have to wait for the revenue to come in down the road. It comes almost immediately with the implementation of Upsell in your sales funnel. Upsell is an immediate offer to the buyers once they‟ve completed their purchase from your front-end offer. Of course, if they didn‟t buy your front-end product, they will not buy the Upsell as well. The price of an Upsell must be higher than the front-end product. This is one of the criteria for an Upsell. It is usually twice the minimum price of the front-end. I am going to tell you more about the criteria to create an Upsell later in this chapter.
So, what makes an Upsell worth a higher price than your front-end? It is because an Upsell is an upgraded version of the front-end. When you are writing your sales copy for your Upsell, write it in a way where you are offering them an immediate solution or an in-depth course to enhance the front-end product. Why you will need Upsells in your sales funnel? The answer from most of the Internet marketers would be because it brings instant revenue to the business. In the past days, the Internet marketer relied only on front-end sales. However, in the sales funnel concept, your front-end offer will not go to you, the product vendor,a single cent. You‟ll give 100% commissions to the affiliates that promote your front-end. Now that you may be wondering, if you were to give away 100% commissions to your affiliate, where are you going to gain profit from? The answer is from the Upsell. Your Upsell can probably bring in 30% to 50% of the revenue. From this, you could see that Upsell is actually the main part of the whole revenue. Apart from this, Upsells increase the satisfaction of your buyers. Let me ask you this: Did you ever experience that after you‟ve bought the first product, and you find that the product works but you can‟t find the next product from the same vendor anymore? Serious buyers will want to buy the Upsells to study and understand more about the topic. The same scenario happens in your business as well, if you are offering the Upsells to the subscribers, serious buyers are actually looking forward to more products from you. Hence, your Upsells are actually for the benefits of your buyers as well.
One more thing about the Upsells – incompleteness. This is one of the buyers‟ mindset, the selling versus the consumption. Marketing is all about incompleteness, but your product is all about completeness. When they start the buying loop by purchasing the front-end product from you, they are already giving you the opportunity to push them further to buy something. When they are still in the buying mode, they‟re in that incomplete mode and now your Upsell offers serve as the product to make them feel complete. This is all because of the concept of content-focused and sales-focused; the product focuses on the content, while the marketing focuses on doing the sales. The Upsell is the combination of both. The sales funnel works because we understand the buyers‟ mindset and created this funnel. First thing about the buyers‟ mindset is the incompleteness. Moving on, it is the buying trance of the buyers that contribute to the creation of sales funnel. While the front-end product plays the role to start the loop of the buying trance, Upsells, down-sell, and the Backend must be there to complete the loop. People have made the first commitment with you when they make the first purchase, so now they are going to follow through with the sales funnel.
Same mindset when you are going to do your daily groceries shopping. You go with your own shopping list on hand. However, sometimes when the buying trance started, you‟ll end up buying things that are not in the list. I believe every one has experienced this. Moreover, the impulse purchase mindset in the buyers contributes too! Sometimes, they just do not intend to buy this, but at the end of the day they‟d still buy it. This is all because of marketing. The concept is the same theory that the shops will place some goods in front of their cashier, you‟ll be attracted to the goods in front of the cashier while you are lining up for the payment. Upsells have the same function as this. While the buyers are waiting to download the front-end product, you offer them the Upsells. While the buyers already have something to buy, you strike while the iron is still hot.
Mistakes of an Upsell
Despite the large amount of revenue that Upsells can bring to your business, some of the Internet marketers can make mistakes to an Upsell, because they do not know the right way to present an Upsell. Hence, leaving big opportunities behind. Mistake #1: Convert at lower percentage The first mistake is that they do not focus on the sales copy of their Upsell offer, causing a low converting percentage in their Upsell. Usually what they don‟t take as an advantage is the use of scripted video. Some use only boring and short ad copy. The conversion rate can be increased by just the use of scripted video or live video. You need to know that your Upsell video is just as important as your front-end sales letter, they are equally important to get people to continue the buying trance. The only difference between the sales copy of front-end and Upsell is Upsell video script can be shorter than the front-end sales letter. Remember that your Upsell is an immediate offer to the buyers to upgrade or enhance the front-end. So, basically an Upsell related closely to the front-end. The buyers should have known and understand what the front-end is all about when they land on the Upsell sales video page. Your sales video can be just as short as 4-5 minutes, to tell them the importance of having the Upsell.
So, what you are going to write in your Upsell sales copy is a short powerful message that recaps the messages in your video. They hear it in the video and it gets them excited and now they have something to read about the product you‟ve mentioned in the video. The short video gives them more reason to purchase the product. The presence of a video itself is already enough to enhance the chances of making sales because the buyers would hear your pitch while reading it and the video will make your page more bona fide. Nonetheless, some of the Internet marketers did not pay much attention on creating a high-converting sales copy. Mistake #2: Mistreat Upsell as a lower priced add-ons The second mistake is that they mistreat Upsell as a lower priced add-on. We look at the example of lead generation course: Front-end product is the video course training with the price of $9.97. While the Upsell is the checklist and mind map as add-ons to the front-end priced at $5. This is a wrong example of an Upsell. The Upsell should be something that is worth twice the front-end offer. The incremental value of the Upsell in the example may be bringing in a small increase in your revenue, but the value is not big enough to compete with the other competitors in the market. You must think in terms of how to generate larger amount of revenue, and eventually increase your profit.
Criteria of Upsell
I‟ve created a list of criteria for an Upsell. Follow the list to avoid making the mistakes. The first criterion of an Upsell is to put the price tag at least twice the minimum price of the front-end. You should‟ve known this by now. The value of an Upsell goes higher instead of lower. This is so important that you must be realized that I‟ve mentioned this several times, because your main revenue generator is the Upsells. Now that you‟ve put the price of your Upsell twice the worth of your front-end, you must create a product that worth the price. This will be the first criterion you must think through when you are getting ideas for your Upsell. When the price is higher, people would expect higher value from this product. So, remember to ensure the value of the Upsell is equal or higher than the price they‟ve paid. Moving on, your Upsell must be congruent with your front-end. For example, if your front-end is lead generation, your Upsell must be something related, such as a done-for-you follow-up emails pack. The Upsell in this case is congruent, because people who own a list definitely will need to send follow-up emails to their subscribers. The Upsell must be something that makes sense to the buyers. If you were the buyer, imagine that after purchasing a lead generation video training course, and then you are being offered with a graphics pack. Isn‟t that odd? Would someone who‟s interested in a lead generation course be interested in making graphics?
One last thing on Upsell criteria is the One-Time Offer technique. The Upsell 1 is always a one-time offer to the buyers, meaning if they do not grab this now, and the offer will not happen another time. This is a technique where you‟ll create the sense of urgency.It creates a thought that if they don‟t grab the chance today, they‟ll miss it forever. When you are setting up your sales funnel, you must always put yourself in the shoes of buyers. Think like how they would think. Small tip: Offer your Upsell with value-enhancing bonuses (VEB) in short. You need to understand the mindset of a buyer, the price distortion where you build up the price by adding bonuses. In addition, with the One-TimeOffer technique, you are making this other irresistible offer.
Format of Upsell
The format of Upsell is basically more or less the same as the format for front-end. Your Upsell product can be in the form of video training courses and transcripts because it is an upgraded version of the front-end. In this case, your Upsell will serve as an enhancement course to the buyers. Make sure what you offer for the Upsell do enhance and complements the front-end, because they will know whether the Upsell worth the price or not right away. Same as front-end, apart from being just video training course and transcripts, your Upsell can be in the e-book format as well. Createing an e-book enables you to talk further in-depth on topics that are related to your front-end. For example, for lead generation, you can offer an in-depth course that explains how Search Engine Optimization works. Search Engine Optimization, or SEO, is something that every Internet marketer would like to learn. It‟s valuable, congruent with the front-end, and very popular. One thing different from front-end is you can offer a software system in Upsell. Creating a software program takes a longer time than the other two formats. First thing you need is a professional programmer to create the software‟s coding for you. Because it‟s a difficult format to produce, it‟s really an optional thing. You don‟t have to go well out of your way to create a software program.
There are many other formats that you can offer as your Upsell, such as a membership site access, or you can even promote other people‟s product and put it as your Upsell. You can put the membership site access in your Upsell 2 or 3. If you are able to maintain the membership site, you are in fact making some passive and recurring income to your bank account every month. For your membership site, you‟ll need to upload contents to the site every month in order to keep the membership site running. They will expect something new to learn every month. A small reminder here, send the reminder follow up emails about the new training video is up every month to your members. You may not have your own product that you can offer as Upsell right now. So, instead of scratching your head and do not know what to offer to your buyers, you can go out to the marketplace and find somebody else‟s high-end product that you can go the rest of the Upsell process.
Methods to Get Upsell
There are two methods to get your Upsell done, same deal as the front-end, which are: (1) Create it yourself, and (2) buy PLR products. I hope that you still remember the methods I‟ve taught in the chapter about front-end, but let‟s revise a bit on the method. The first way is to create the Upsell by yourself, regardless it is based on your own experience, research online, or gather PLR products and rewrite the content. Start with brainstorming ideas for your Upsell, take note that the ideas must be congruent to the front-end. And then, draft the outline. Put everything in order before you start writing, especially those practical tasks that need you to lead them step-by-step. Keep things as simple as possible that even a beginner can understand. Once you‟re done with the outline, you can start writing the Upsell. One thing you need to take note on creating the Upsell is the content must be more solid than the front-end. Make it clear that the front-end course is going to give the buyers only the key concept of what the whole business should be like. However, if the buyers want to go into detail, they must then buy the upgrade version of the front-end. This will be the main direction for you if you are going to brainstorm on what you are going to offer as well. But, there is a drawback here with Upsell. Some of the buyers would think that if your front-end product is good enough, why would they need to buy the Upsell?
How to Create a Down-Sell and Save 10% More Sales
In this chapter, I am going to teach you how to create a down-sell, which is the third element in the sales funnel. Do not underestimate the power of a down-sell because you do it the right way, it makes a huge difference to your revenue. In the previous chapter, I‟ve mentioned about how important it is to understand your ideal customers and their mindset. When you start to get what they are thinking, you can offer exactly what they want and value, hence, bringing you more profit. This is another technique where it may save you another 10% more sales that increases your revenue by understanding with the buyers‟ mindset. A down-sell increases your revenue by giving a special promotion offer to the customers, which I am going to explain more in the chapter later. So, first thing to know is what a down-sell is. As you already know, Upsell offers happen right after the front-end offer. Let us revise a bit on Upsell, because Upsell goes hand-in-hand with down-sell.
If you still remember the last chapter, I‟ve taught you that in your Upsell offer to always offer another in-depth course that enhances the front-end product. Most importantly, do not forget to offer it with a bunch of bonuses. When you lead your subscribers to the down-sell page, your subscribers will see a sales page that is almost the same as your Upsell sales page.
Do you remember what to do with the sales copy of your Upsell? First, start with a 4-5 minute sales video. To create the sales video, you‟ll write your own sales script. Following with a short recap of the sales video, and lastly with a bunch of value-enhancing bonuses (VEB). This is what your Upsell sales copy should be like as well as your down-sell sales letter. The angle of the story you are going to use is the same, which is to change the headline and remove the bonuses, and this is how your down-sell sales copy should be like. I‟ll tell you the reason to remove the bonuses later. You‟ll ask them to wait and before they are going to the next page, you want to offer them the Upsell offer without bonuses with a lower price. And this is why you need to remove the bonuses. Take note of one thing here, even though this element is called a down-sell, but the price should be still slightly higher than the front-end. But, of course, lower than the Upsell 1. I‟ve mentioned about the buyers‟ mindset just now in the beginning of this chapter. Here‟s a list of buyers‟ mindset on Upsell that eventually leads them to click the buy button of a down-sell instead.
- “The Upsell is not worth my money.”
- “I do not need these bonuses offered.”
When you understand the buyers‟ mindset, you‟ll understand the concept of the whole sales funnel. This is in fact a time consuming task and it requires some research on your buyers‟ behavior, but it is worth your time to be invested in the research. This would be a huge advantage especially for Internet marketers to know how to sell to the subscribers.
Mindset #1: “The Upsell is not worth my money.”
When they are in your Upsell page, or the One-Time-Offer page, they might think that the Upsell is not worth the price. This scenario does happen, even though your Upsell offer is a really great offer, some of them wouldn‟t take it because of the price. This is why usually in a product launch, most of the Internet marketers would stay up to track on the conversion of the buying rate. If the conversions are low, they‟ll tweak the price and the headline and keep track on what is the problem in the launch. Tweaking the price is the most common change in a launch, regardless of how great your product is, and it is usually some price issue that causes the low conversion rate. Most of the Internet marketers had caught on to the buyers‟ mindset. They‟ll first try to adjust the price and then the other elements in the sales copy.
Mindset #2: “I do not need these bonuses offered.”
Second scenario is that they don't think that they need the bonuses offered in the Upsell; hence, they don't buy the Upsell. One of the reasons why you can put your Upsell slightly higher price is because of the bonuses you‟ve offered to them. However, some of the buyers just don‟t seem to like bonuses.
They may consider buying the Upsell only, but instead of getting bunch of bonuses that is not going to be useful to them, they might as well choose not to buy the Upsell. They would rather go somewhere else for the same product.
Why Down-Sell Works
Now that you know the buyers‟ mindset, the solution to solve the problem is by adding the Downsell offer in your sales funnel. Why down-sell works is because it understands and complieswith the buyers‟ demand. When you are doing a down-sell, this is basically what you‟re saying to the customer: If you think the Upsell is priced too high, then I’ll make a special promotion just for you! But, for me to lower the price for only you, it wouldn’t be fair to those who have purchased the product paying full price. So, you will not get the bonuses in this case. And the price is lower than the Upsell! This is the whole concept of the down-sell. This is the main reason for having a down-sell. If the conversion rate of the down-sell is high, it can save you 10% or more sales. Apart from this, you are creating a sense that they are getting the same thing with a lower price in your down-sell offer. You are giving out a special promotion for them to grab the Upsell with a lower price, always remember that people love special promotion. This is why down-sell actually works – it‟s a system that understands the buyers and ready to serve to their needs. This is only possible if you understand the buyers‟ mindset. Some of the Internet marketers overlook this important point, leaving at least 10% of their money on the table.
Criteria of Downsell
There are certain criteria for the Downsell offer as well, take note of the following points to avoid making mistakes in your Downsell offer. First, when you are offering your Downsell, remove the bonuses from the offer. As mentioned just now, to be fair to the other buyers who had bought the Upsell offer with the bonuses and higher price, you must remove the bonuses in your Downsell offer in order to drop the price as well. For instance, if you are offering how to generate traffic by using Search Engine Optimization as an Upsell to a lead generation course, you can offer some bonuses like done-for-you follow-up emails, membership site, and so on. This would be the offer from front-endto the Upsell, or the One-Time Offer. For your down-sell, you need to remove the bonuses that you offered in the Upsell sales copy, and then drop the price. Offer only the video training course on how to use Search Engine Optimization. This is how the down-sell should be like. You can apply this down-sell model in any one of your product sales funnel. After some time of doing this, it‟ll eventually become your second nature. The sales funnel for every single one of the product chain will look the same. You do not need to think so much about how to modify the sales funnel.
How To Create A 2nd And 3rd Upsell
In this module, we‟re going to learn how to reap as much profit as we can from a sales funnel, which is by including a 2nd and 3rd Upsell into the Sales Funnel. This is a bold move. Having too many Upsells can upset a customer. They will feel annoyed as you bring them through a seemingly endless sales loop. This is why having a 2nd and 3rd Upsell requires method to the art. A few entrepreneurs tried it and it proved to be a great success. Now, it‟s becoming more and more common. Many more are attracted to this method because of its huge impact. It‟s important to note that you can‟t do a 2nd and 3rd Upsell willy-nilly. You need organization and proper planning. If you fail, you‟ll lose a whole lot of customers. If you succeed, there‟s big profit to be made. Now, in this module, we‟re going to explore these methods that make a 2nd and 3rd Upsell work.
What Is The 2nd & 3rd Upsell?
First of all, let‟s find out what exactly are 2nd and 3rd Upsell. They are exactly what their name implies. The 2nd Upsell comes directly after the 1st Upsell, while the 3rd Upsell is directly after the 2nd Upsell. The 2nd Upsell is, of course, of more value than the first Upsell and the 3rd Upsell is of higher value than the 2nd Upsell. The price for each product increases according to the levels. The purpose of having the first Upsell is for the customer to buy a higher-priced product in the first place. Having the 2nd and 3rd is exactly the same concept but taking that method a little further. The inclusion of 2nd and 3rd Upsell in the Sales Funnel is an act of stretching it to get as much profit as we can. Applying the same concept from the original Upsell, the 2nd and 3rd Upsell should be congruent with all the products in the sales funnel and most importantly, the front-end product. Without congruency, the sales funnel would throw the customer off. However, it is important to note here that what you‟re selling in the 2nd and 3rd Upsell are additional tools that could provide them with great boost for the first product. They are not in any way missing parts of the product itself. Do not take something out of the main product, that is a necessity, so that you can sell it later for a higher price. It is very unethical for the vendor to sell the product with missing parts. Your credibility will be affected and your sales, indubitably, will follow.
So, what should the 2nd and 3rd Upsell be, then, if they were not missing parts from the front-end product? First thing that they should be is congruent with the front-end product but that alone is not enough to convince someone to purchase them. You, as the vendor, should find out what would the customer need after purchasing your front-end product. You, as the vendor, have to forecast a problem that the customer would encounter when using your product. Perhaps, if your product is about creating a website, your Upsell can be tools or software that they can use to create the website graphics. There are always things that the customers need after they‟ve purchased the product. To know what they are, it‟s up to you. You have to do a little bit of research yourself. And for this, you have to depend on your skills and knowledge as an entrepreneur. However, that is only the basis of coming up with an Upsell. You also need to add in bonuses to be included in the Upsell. This is because you need to increase the value of your Upsell deal and it is more important to do it in the 2nd and 3rd Upsell where your value needs to be really high.
Why Do We Need A 2nd And 3rd Upsell
Isn‟t one Upsell enough for a sales funnel? How many more should there be? Technically, one Upsell is enough if you‟re not aiming for a big profit. It‟s enough to complete a sales funnel if you want to complete it for the sake of completing it. You can still profit from one Upsell, of course. However, let‟s not forget that entrepreneurship is about pushing yourself to the limit and see how much profit you can reap. There‟s no reason to settle for mediocrity. Having a 2nd and 3rd Upsell has already proven to be profitable. More and more entrepreneurs are jumping into the wagon to include this method into their trade. There‟s no reason for you to pass on an opportunity like this. One of the reasons why 2nd and 3rd Upsell can sell (also the first one) is because of the „buying trance‟. When a customer makes a purchase, they will be in a „buying trance‟ where it‟s easier for them to make more purchase than one. It‟s like when people are „in the mood‟ for shopping in a shopping mall. By having multiple Upsells, we are capitalizing on that emotion. This „buying trance‟ was also capitalized by iTunes that allow the customers a 15-minute window to make a purchase without having to key in the password or filling forms. You‟ll be surprised to know how this trance can affect someone‟s buying habit, really.
It might seem unethical that I am encouraging you take advantage of the buyers‟ vulnerable emotional state. However, the buying habit has changed nowadays. There was a time when people would‟ve made a long and serious consideration before making a purchase a product especially on the Internet. Nowadays, people purchase rather on a whim. This is because of the reliable refund policy that vendors have. These refund policies are like a safety net and they are one of the big factors to why a customer makes a purchase in the first place. If they‟re not happy with the product, then they can just ask for their money back. The customer knows that they‟ve got nothing to lose. But, as a vendor, you have to avoid requests for refund as best as you can. So, you need to offer them nothing but the best product. Now, before we derail even further… Having a 2nd and 3rd Upsell is pushing it, to an extent. The key here is to know when to stop. Having a 3rd Upsell is enough. You can go ahead and push further for a 4th and 5th Upsell but they will not sell.Don‟t bring in the customer into a sales loop that goes on and on… It will upset them, and your credibility as a product vendor will be tainted.
Also, as mentioned, the 2nd and 3rd Upsell are not missing parts from the original purchased product but instead, a boost or extra tool or help. If you‟re selling a self-help product, for example, an e-book, it's very unlikely that one product would be sufficient. They would need extra tools, too. Perhaps you can include an audio version of the book or the video version with slides. So, an Upsell is more than just an add-on. It is also a helping hand. The customers would appreciate that gesture.
Price And Value Of 2nd& 3rd Upsell
The price for the 2nd and 3rd Upsells should be lower than $200. It shouldn‟t go any higher than that. The vendor has the freedom to set the price, so it‟s up to you. However, being lower than $200 is just a principle that you don‟t have to follow. But „principles‟ exist, in general, because they work. This price is chosen after years of experience and experimentation. It‟s safer to just stick to it. The price for each Upsell should increase in each level. The Upsell that comes after another Upsell should be higher. So, it is recommended for you to increase the price accordingly but don‟t go over the 200-dollar mark. Once you‟ve increased the price, the value should follow. This goes without saying, really, but how do you increase the value? Is it by choosing a more valuable product? Yes, that is correct, but is it enough? No. What you need is not only a valuable product but you need to include bonuses in the deal, as well. The product itself cannot sell for such a high price. You‟d also need some bonuses to push the customers a little more to click on the „buy‟ button. Selling a product that might help them is not enough anymore. You need all these bonuses so that the values will be increased and the chances of closing a sale are higher.
Increasing value is not the only reason, though. Remember, there is also a down-sell that you should pay attention to. A down-sell is where the same product is offered but with a lower price. Now, that wouldn‟t be fair for all those who have purchased the Upsell for a higher price, right? So, for a down-sell, the price must go down and the value must decrease also. You can decrease the value by getting rid of the bonuses offered in the Upsell. That way, it would be fair for the people who have purchased the Upsell for an original price and also fair for people who might be more interested in the product but discouraged by the price. That is the importance of bonuses. Not only do they increase the value. They also provide a cushion should there be a down-sell.
Creating The Upsell Script
Now, for an Upsell to sell, it‟s not enough that you offer them with a sales copy on the product page only. There is an intricate method to pull off a good Upsell offer. However, that is a whole different scope altogether, which is copywriting. But, you need to know the basics first, above all. Only when you have a grasp on the basics can you go on to attempting selling valuable deals. First of all, you would need to establish the reason for owning the Upsell. What do these products do? How can they help? Let‟s go back briefly to what these products are because this is an important aspect. Once again, these products are not missing parts of the front-end product. They are boosters or catalysts for your customers to use the first product. So, make the reason for owning this product clear. What can these Upsells do for them?In the earlier part of this module, I mentioned that the people would need a helping hand especially when your product is a self-help product. That could be the reason you can use when you‟re selling the product. Perhaps, the product in the Upsell can be sold as something only for those who are truly serious. Establish the difference between what they have and what is best.
One technique you can always count on in making a sale is the scarcity factor. The scarcity factor is an advertising technique where the product is made available only for a limited time. For example, the offer is only available for one week and after that, the offer will expire. It creates a sense of urgency. When the customers see that the deal is available for a short time only, and if they were to miss it then, they would miss it forever. Only then they would be more encouraged to make the purchase. The scarcity factor does magic when it comes to closing down a sale. A lot of products that you can find online utilize this method because of how effective it is. Usually, to put a little boost on the method, the sales page would incorporate a timer so that the people can see when the deal expires. With the timer running, the customer would feel compelled to make an immediate decision. With the scarcity factor, plus the „buying trance‟ that they have after making a purchase, it is easier to close down a deal than ever. When you‟re selling something, it is more important than ever to have a call-to-action in your copy. The call-to-action culminates the whole sales pitch. If you are not familiar with call-to-action, it is the part of a copy that convincesthe customer to make a decision.
For example, there‟s the “Get this product now!” or “Buy it now!” in almost everysales copy. The whole copy should be formed to point to the call-to-action because the call-to-action is the final step in securing a sale. So, it‟s recommended that you take your time when you want to write a call-to-action. The call-to-action should also be made clear. In fact, it‟s okay to be a little extravagant (in a tasteful way, of course) when designing the call-to-action button in the page. If it were obscure and customers miss it, then the whole copy would‟ve failed.
How To Create A Big-Ticket Backend
How do we know that a Sales Funnel is complete? Is it at the Upsell or down-sell? Or, after we‟ve offered a 2nd and 3rd Upsell, is that the end? The answer is, well, yes and no. Having 2nd and 3rd Upsell is stretching it. We can make big profits from those two Upsells. And with down-sells, we‟ve rescued a few sales that would‟ve gone to waste. So, these Upsells and down-sells are elements that complete the sales funnel. Now, can we go even further than the last Upsell or down-sell? Of course, we can with Backend products.
What Is A Backend?
A Backend offer is usually a high-ticket deal sent to the customers a few days after the purchase. It bears resemblance with the Upsell concept but with a few key differences. One of the key differences between a big-ticket Backend offer and an Upsell is that a Backend does not capitalize on the „buying trance‟ that the customers are in when they make a purchase. Instead, it depends on a few key elements that we will explore later on in this module. A big-ticket Backend offer is priced substantially higher than the front-end product and also higher than the Upsells. With Upsells, each level offers a higher price than prior deal. Hence, a Backend offer also follows that pattern even though it is not in immediate connection with the Sales Funnel. Backend offers are usually sent three to seven days after the customer has made the purchases from the vendor. The offer is, of course, sent via email. Even though this is the case, it‟s technically still a part of the Sales Funnel.
The Concept Of The Big-Ticket Backend Offer
A Big-Ticket Backend offer is a product of a very high price. Not many (if there were any at all) would be committed enough to purchase big-ticket Backend offer on a whim. For the big price tag that a Big-Ticket Backend offers, the prospects would need serious consideration. This is why it wouldn‟t work as an Upsell; the customers would disregard it right away. Nowadays, with well-founded refund policies, buyers rarely hesitate before making a purchase, knowing that they could easily get their money back should there be discontentment in the product so vendors can depend on the product to speak for itself. This is exactly why we wait three to seven days before offering the customers the big-ticket Backend deal. The gap between the last Upsell and the big-ticket offer is so that the customers can evaluate the products they‟ve purchased from you, the vendor. During this time, you have to let your product speak for itself. If they were happy with it, then it will make the selling of the big-ticket Backend offer easier. Your reputation as the vendor is crucial. No one would invest a large amount of money on an obscure name that makes promises on the Internet. In order for them to buy your expensive product, they should have faith in you. How are you going to prove yourself?
Some would say that you have to prove yourself as an Internet entrepreneur first. In a lot of ways, this is true. Only established names can pull off the big-ticket Backend sales. For someone who is new in the business, it would be an uphill battle.Imagine if you were a customer, would you willingly invest a huge sum of money on a product from someone you‟ve never heard of? This is another reason for you to wait a few days before offering them the big-ticket Backend deal and let them build trust first. Is the trust established from those few days enough to push them into buying the product from you?Maybe not. There are other things you can (and have to) do to boost the chances of making a sale like preparing an advertising copy or video, which we will explore later on in this module. Another important element is to have the right product. Not all products can sell as a big-ticket Backend offer. Most products just don‟t really cut it. So, what products are good enough to be a big-ticket Backend?
The Big-Ticket products have to be of a very high value for the customers, and also able to generate huge profit for you as the vendor. Here are some ideas of products you can sell as a big-ticket product. If you don‟t wish to sell them, perhaps they can spur inspiration in you. Coaching The first of the products that prove to be a profitable big-ticket offer is coaching. This is more of a service rather than a product, really but it is a high-ticket offer, nevertheless. Coaching is where you, the coach, offer guidance to your customer, or client, in the field of your expertise. If your expertise is startup business, then you have to guide them and give pointers to them through the whole process of opening up a business. It is a very profitable and rewarding way of making profits but you need to actually be an expert in something before you can teach someone.The adage, “Those who can‟t do, teach” does not apply in the Internet world.*People want to see proof that you‟ve been successful before you can establish yourself as a coach. (*This point is made more concrete by the constant demand of, “Pic or it didn‟t happen” that the Internet loves so much these days, which translates roughly:An event doesn‟t happen without photographic proof. As you can see, trust in the Internet world is something that is not really easy to gain.)
As a coach, you also need to be a confident speaker. How would you be a coach if you were not an outgoing person that is full of energy and enthusiasm? Perhaps, this program is not for everyone. Like I said, this is best if you‟re an experienced expert in your field. Also, remember that all your clients and customers are from different parts of the world. They might even be directly from the other side of the world from where you are. This doesn‟t pose a problem if you were selling a product that doesn‟t require interaction other than addressing a few enquiries through emails. Coaching requires interaction. And even though communication nowadays is made easier thanks to the Internet, but you need live interaction in a coaching program. Therefore, even though you can communicate via Skype or Google Hangout, you need to find the right time to do so. Your clients are from different parts of the world with different time zones, so you have to be prepared to follow time zones that are not of your own. The price range for a coaching program is from $500 to $5,000. Usually, a coaching program would be in the 4-digit range as it is considered as one of the most valuable things on the Internet. As you can see, with price range like this, it is a perfect fit for a big-ticket Backend offer.
Group Coaching Group coaching is similar to coaching. The only difference is that, as the name implies, coaching is a one-to-one affair whereas a group coaching is done in groups. So, in a group coaching engagement, you are interacting with more than one individual at a time. Just like coaching, you would need expertise in a field before you can go on promoting your group-coaching program. It‟s easier to get clients and customers if you were an established name in the business. The price range for group coaching, however, is lower than individual coaching as it‟s a shared service. But you can still make profit, of course. The price range of group coaching is from $200 to $500. But remember that you are catering to more than one person, which means the profit you make from group coaching, even though it‟s cheaper than coaching. In fact, the profit might surpass the profit of an individual coaching. Why this is so is because in a personal coaching, you give undivided attention to just one person, which is your client. In a group coaching, you are interacting with more than one individual and they have to share your time.
Like coaching, group coaching also has its challenges with time. Even when you are interacting with just one person from abroad, and you have to cater to their time, imagine what it would be like to cater to a group of different people from all over the world. It requires quite an effort to cater to everyone. Licensing Program Coaching program and group coaching program require commitment and takes a lot of your time. There is another way that you can make big profit without investing too much time and energy. A licensing program is where you sell private label rights. In other words, white label contents where you sell off content produced by you to someone else who can use your content and sell them off as their own. The closest thing to this would be ghostwriting. Ghostwriters, as you know, are not credited for their work. Instead they sell off their writings to someone else. That person who buys the work is the one who gets all the credit for the book. You might think this is unethical or “cheating” but I assure you, this has been done since forever. It‟s not stealing or plagiarizing because the deal is made from a mutual agreement. Stealing content is when someone uses someone else‟s work without permission. It is illegal and unethical. This licensing program is from an agreement made between the producer and the purchaser. In this engagement, you are the creator of the content and you have to give up the credit and ownership of what you produce. You must be ready to detach yourself from the project that you‟ve done.
Introduction to Social Media
Social media marketing is an incredibly powerful tool and these days it is one of the single biggest factors that a marketer can use to build their digital empire. In fact, social media is often what really makes the difference between having a website and having such an ‘empire’. A website on its own can make you money and it can promote your business – but it takes more than that to build a brand and to have that ubiquitous presence that can help you to drive the maximum amount of traffic to your monetization systems.
Social media allows you to interact with your audience, to get feedback, to hear suggestions and to communicate in a variety of different ways. It lets you build brand visibility and it lets you drive visitors directly to your site. This is why social media is so important and it’s why so many people and businesses are hopping on board. In fact, 66% of marketers believe that social media is a core part of their business (Salesforce), with 92% of respondents describing it as ‘important’ (Social Media Examiner). 38% of companies are looking to increase their spend in this area. 66% of businesses have a dedicated social media team according to Salesforce But unfortunately, despite this ubiquity of social media marketing, many of these companies are not actually getting the very most out of their marketing efforts. Many social media marketers simply don’t know how to allocate their resources with regards to social media and the result is that they often aren’t getting anywhere near the increase in profits and brand awareness that they could be from it.
How Social Media Goes Wrong
A lot of businesses and even dedicated social media marketers are under the impression that they can just set up an account and post regularly with the hopes that they will start generating lots of followers and ‘likes’. There is no planning and no foresight and there is no attempt to take full advantage of the more advanced features and uses. What’s worse, is that many of these companies use social media sites simply as a place to advertise. All they’re doing is posting and all they’re posting is things like ‘Our web design service is the best in the business!’. Think honestly, is this an account you would follow yourself? Are any of these posts things you would potentially share with other users? If not, then you can’t really expect your channel to grow. The result is something pitiful – a completely empty social media channel with you mentioning the merits of your business to an empty room and pretending someone is listening. This can actually be more damaging to your brand than not having a social media account at all!
Social Media Best Practices
Now you know what social networking can be used for, the next thing to start looking at is how precisely you’re going to use it. Of course, each social network is different and the best strategy to use on Twitter will be different from the strategy to use on Facebook. Nevertheless, there are some hard and fast rules that apply across the board and the overall strategy will often be the same. Read on then and we will look at how you can start building that digital empire through social media… Setting Up – ‘Be Everywhere’ Before you can do anything else, you will first need to set up your social media accounts and begin building connections between them. Getting this right at the start will save you a lot of time and it is ultimately what’s necessary to ensure you get the most from your efforts.
What’s key is that you create a strong brand that will be memorable and recognizable. From there, you’re then going to take that branding and spread it across social media, thereby creating as many opportunities for potential leads to discover you as possible and at the same time reinforcing the connection your audience has with your company. This is important because eventually you’re going to link all of your disparate social media accounts and it’s important that the transition be smooth when a visitor goes from one to the other. This needs to feel like a continuous experience, as though they are going from one room to another in the same building. If you don’t manage this, then rather than strengthening your brand, the multiple accounts will only create confusion.
Having a consistent presence across your different accounts feels professional, it impresses users and it helps them to remember that they’re dealing with your business. Essentially, you’re trying to make your Twitter and Facebook accounts look as much like your website as you possibly can using the tools that you’ve been given.
So how do you create a consistent image and branding? Your company name is part of your brand of course but also important is to ensure you have a specific design language. This should come through in your logo but also in your cover image and in the color scheme and pictures you choose for your social media pages. This same language should also be present on your website.
Now you need to repeat this process on as many different social accounts as you can. We’ve addressed a number of social networks specifically in this book, so make sure that you are at least present on each of these:
Each of these is another opportunity for your people to find you and it provides a link back to your website which will act like the ‘hub’ of your network. Each will offer a different aspect of your business but all of them will remain on message and consistently designed. At the same time, your website should be linked back to all of these accounts. This way, visitors to your site can decide how they’d like to keep up-to-date with what you’re doing and they can click the relevant link to do so.
A simple ‘Like Us on Facebook’ banner can help your business to grow as your website feeds your Facebook account and vice versa.
Using Tools to Automate Your Social Media
Being on lots of different accounts at once might sound like a lot of work but the good news is that you won’t have to handle all these different channels manually. Thankfully, there are countless tools available that are designed to streamline the process of maintaining a strong social media presence and these include numerous things that can link together your accounts or that can auto-generate content. Something important to keep in mind is that a ‘dead’ social media account is actually worse than having none at all. You don’t want it to look like you’ve forgotten about your Facebook page, or your Twitter account, so you need to keep updating regularly – and these tools can help you to do that.
Here are some examples:
Buffer (www.bufferapp.com) is a very simple web app that allows you to schedule your posts for some of the major search engines. This then means that you can then write thousands of words for Twitter and have them posted over a set period of time at regular intervals. In turn, this means that your account won’t look empty even when you haven’t had a good opportunity to post anything new.
Hootsuite (www.hootsuite.com) is a handy tool that does what Buffer does and more. As well as being able to schedule posts, Hootsuite will let you view multiple feeds from different social networks at once (so you can be fully updated all in one place) and it lets you post to multiple places at once.
IFTTT stands for ‘If This, Then That’ and allows you to set up relationships between different apps you’re using, your mobile phone and even some hardware. This means you could have your Nest thermostat Tweet about the temperature you’ve set up in your house, or it means you could have Facebook posts automatically shared to Twitter. The latter is somewhat redundant however, seeing that you can use features built into most social networks and even WordPress and YouTube to cross pollinate your accounts these days. Nevertheless, for advanced rules and even auto-generated posts there is a lot be gained here and it’s very much worth taking a look and applying some though.
Now you’re everywhere, it’s important to make sure that people view this as a good thing rather than a bad thing. In other words, being everywhere doesn’t automatically mean that people are going to start following you or that they’re going to enjoy your content. More important than creating your accounts and linking them is providing value through them and filling them with engaging content. We’ve already discussed the mistake that some users will make – to set up a social media account and then simply post about how good their product is. This isn’t going to get people to follow you and it certainly won’t lead to more shares. On the other hand though, if you Tweet or post something funny, interesting or useful then someone might actually follow you and they may even share what you’ve written. In terms of status updates and Tweets, you provide value by letting people learn about the industry you’re in, by inspiring them, by offering discounts and by providing entertainment.
An example of being entertaining on Twitter by Domino's Pizza. A lot of companies worry that it will be ‘unprofessional’ to discuss anything other than their own services but this then leads to them lacking any interest, personality or bite. Instead, post about the industry, post tips on how to get more out of your products and make comments relating to the lifestyle that you’re trying to promote. That last one is really important by the way: the ‘lifestyle’ aspect is what gives your product or service its emotional hook and it’s what will enable you to make your business into more of a ‘movement’ rather than just another corporation.
If you sell fitness equipment, then you should be talking about the trials of the gym and posting pictures of attractive people running on the beach with their muscles rippling. People who enjoy the fitness lifestyle love this kind of content. On the other hand, if you provide a premium B2B service, then talk business tips and stock market and post pictures of people looking productive wearing suits and looking out of high rise buildings. Now you’re providing value, entertainment and information and you’re giving your audience something to actually engage with. Just make sure that you maintain your consistent image by staying on message and by sticking to the topic – fluctuating all over the place with your subject matter is a big mistake.
Articles and Blog Posts
As well as status updates and pictures, most social networks will also let you post links to articles and blogs. This is arguably even more important when it comes to providing value, engaging with the audience and getting likes and shares. There’s only so much value you can provide in a few hundred characters but with an article you can deliver something that’s really worth reading and thus worth sharing and potentially even subscribing too. There are two ways you can provide this type of content. The first way – and the best way – is to create your own content on a blog. This way you can keep people engaged with your brand while at the same time strengthening your authority and building trust. You can demonstrate yourself to be an expert in other words, thereby creating a situation where your visitors will likely start seeking you out intentionally to get your opinion (which means you’ll be able to market to them easily). According to Social Media Examiner, blogging is the most important area that 68% of marketers plan to focus on in the coming years. Blogging is also what can tie together your search engine optimization, your social media and your website into a single package. This is called ‘content marketing’ and it’s a very important thing to consider.