A few days ago I received a very long e-mail from an entrepreneur who, summarizing, asked me this question:
"Valerio I hired a Facebook advertising agency, I send lots of paid traffic on my offers, but no one buys--how come? What can I do?"
Have you ever been in this situation yourself?
I ask because it is quite common, and it is one of the actually most difficult stumbling blocks to overcome.
Web Marketing: typical situation
Here is the picture of the situation:
1. Create a landing page to sell your product.
2. Spend a lot of money on online advertising to send us what you think are your potential customers.
3. You stand there waiting looking at your email, hoping Paypal will show signs of life.
Unfortunately, this way of doing business online hasn't worked for a decade or so, but I still see a lot of people wasting time and money behind these useless strategies.
What you need to pay attention to
Your potential clients don't want to deal with a cold professional or a company light years removed from reality. They want a name, a face, a relationship.
So first stop being depersonalized, stop talking using "we" to be cool even if you are alone, and dialogue more with your contacts.
Before you create a product or service and throw it on the market (yes because I don't see any "launches" around but random stuff thrown in) it is the case that you should ask who your customer might be, if they actually need what you would like to sell.
You might be surprised at the responses and maybe realize you were going to sell something that no one wants, not even if it's free.
There is so much choice online that the public is becoming increasingly wary and likes to choose, compare and test. Your content, the ones that are free and available like the blog, the podcast, the videos, are the equivalent of the tester in the perfumery: before you buy a new fragrance, you try several scents without paying.
You should do the same. It doesn't mean you have to give away your product or service, but you should give tangible evidence of the quality behind everything you do.
The minus has always been about content and its sharing, and the reason is just that.
Assuming that your product is great, remember that those who are satisfied with a trial, then buy.
If you don't want to go down into the arena where the price war is fought (and I strongly discourage you from doing so) you need to position yourself authoritatively.
The audience must love you for what you do and recognize you as an expert guide, then price will no longer be an issue.
It is trivial as an example and you will have been asked a million times, but Apple with iPhone and Macbook are the epitome of this concept.
What works now in web marketing
If you put it all together:
relationships + investigation + quality + authority
you get the formula to achieve whatever result you set out to achieve, so you have to:
1. Continually dialogue with your audience, and you can do that on social media, with webinars, with live streams, and with emails. Show your face, be present, answer emails, help.
2. Ask through simple survey instruments what people need. You should not ask them if they want to buy something, but what they lack to meet their needs.
You can do this with absolutely free tools such as SurveyMonkey or surveys in Facebook groups, or by inviting your contacts to respond to your newsletter.
3. Work on quality rather than quantity. I am sure that after you have done your homework well in the previous three steps, you will be well aware of what your followers want from you and how little it takes to help them.
Just think that one of my most successful products in terms of number of sales was a 14-page PDF, which then opened the door to more substantial sales of much more expensive products.
4. If you position yourself authoritatively, that's it. But to do so you must have completed the previous steps and close the loop by constantly and continuously sharing extremely valuable and useful content.
For example, I never stop: I write daily to my mailing list, post on social 4 times a day, share interviews, write blog articles, give free webinars and video tutorials.
How to put it all together
I already know what you are thinking:
"Valerio but this is frighteningly difficult, complicated and sucks up all my time and energy."
Well I'll give you news: my day is also made up of 24 hours, and I'm sure I work much, much less than you do.
You simply - now - do not know what is the way to do all this.
You don't know the method, the strategies of web marketing And the tools.
Because all of this is within anyone's reach, and I am by no means better than you, I am just more prepared and motivated.
At Self-Reliance LIVE 2019 I will give you just about everything you need to create lasting relationships, find out what people want from you and how you can help them, how to create quality products, and how to position yourself in an Authoritative way.
Joining me on stage are the market's leading anti-fraud experts, professionals who help entrepreneurs like you every day, share information and get results.
Find all the information ==> on this page Along with your discount ticket.
See you in Rimini on October 25, 26 and 27!
Update OCTOBER 2021
Relationships, investigation, quality and authority are concepts that are absolutely useful to any company that wants to position its brand effectively.
I want to supplement these concepts with some tips that you will undoubtedly find useful in expanding your web marketing strategies
Here is 12 lessons on web marketing that I have learned in my 20 years of experience as an entrepreneur and actively using all the opportunities that online advertising offers:
- Giving free gifts creates expectations that lead to higher bounce rates. If you give away free lecture notes, everyone will download them, but only a few will be interested enough to attend the lecture.
- The old saying that half of your marketing budget should go for online advertising is shortsighted and does not take into account the fact that many advertisers are using it as well, which drives up the cost every year. Perhaps the percentage was not accurate 10 years ago, but now with thousands of companies competing for the same space, the chances of finding a cheap ad place are close to zero.
- If you manage your advertising budget and avoid overpaying, you can still get traffic from organic search results. But there is a risk: if you don't have high-quality content being shared around the web, competitors will outrank you in the SERPs.
- Paying for traffic could be a very good deal, but only if you know how to segment your target audience and send them to the right effective landing page. Otherwise, you will most likely get a lot of low-quality visitors who will not buy anything from your store.
- Trade shows are great for reaching your potential customers, but solo if you have a clear plan to make an appointment with them and convert the visit into a sale.
- Highlighting your skills in interviews is one of the best ways to get a good social proof, that will also help you attract many more customers. But keep in mind that if it is done without having a clear strategy, it may also risk projecting the wrong image.
- I public speeches are not only a great way to connect with your target audience, but they can also help you sell your products and services if you give away freebies or offer consulting sessions during breaks. But don't try to maximize profits as your main goal, because you risk boring your listeners and losing their attention.
- I free webinars are a great way to share knowledge and generate trust among your customers, but only if you can clearly show how they can solve their problems using your product or service.
- Emails should be used to send Informational content, not promotional messages. If you want people to open and read your emails, make sure they are very brief and show a clear benefit.
- You can get Great testimonials from happy customers, but this applies only if you ask their permission before using their quotes on your website or in marketing materials; otherwise, the risk of getting negative feedback is very high.
- You can save a lot of money by making your own social media marketing, But only if you don't underestimate the time and effort required to do it right.
- I YouTube video can be extremely powerful tools for online marketing, but only if they are part of an overall strategy aimed at attracting qualified traffic.
These 12 tips are the result of years of experience in the field and work with hundreds of clients.
Some, while seemingly obvious, are often overlooked and underestimated, while their impact proves to be decisive in many situations, especially when one is too "static" and when the market is teeming with competitors.
Now it's your turn to take action!