Warren Buffett is one of the richest men on the planet and that’s not by accident. He’s also a huge philanthropist and was said to have given away large chunk of his wealth.
While doing a podcast interview over at Entrepreneur On Fire with John Lee Dumas, he made me realize that I’m cut from the same cloth as Warren Buffett when it comes to how I approach buying traffic online. Not in the financial sense (I’m not rich by any stretch of the imagination!), but in terms of the way I think for gaining a competitive advantage. I’m the type of guy that likes to zig when everyone else zags. I like doing the opposite of what the majority thinks is conventional wisdom. Come to find out, Buffett thinks the same way in terms of how approaches investing.
Here’s the quote that John shared with me during our interview when I told him the zig versus zag analogy:
“Be Fearful When Others Are Greedy and Greedy When Others Are Fearful”
The premise of that quote is exactly how I decided to approach pay per click marketing way back in 2007 when I was first starting out. I wanted to find an opportunity where nobody was looking because my gut told me an opportunity existed if I looked hard enough. When I made up my mind to tackle Adwords head on, I started reading every blog, book, and course I could find and/or afford to buy.
About 95% of all the people I was learning from all told me to stay away from the Google Content Network (Now called the Google Display Network) because it would suck dry whatever little money I had left in my rapidly dwindling bank account.
But I didn’t listen. I followed my gut and it told me the gold was in the Google Display Network because everyone else was digging in the same places where the people selling shovels were telling them to dig.
Long story short, I found a ton of success early on in the Google Display Network and I’ve been making a full time living online ever since.
Fast forward to 2013. That’s when I decided to take YouTube Ads very serious. I had been watching the space and tinkering around prior to that. But finally one day I made up my mind that it was absolutely necessary I master YouTube Ads and add it to my traffic buying arsenal. My gut (the gut strikes again!) was telling me again that there was gold to be found there. And with YouTube being such a massive traffic source, I could no longer ignore it.
Nearly 2 years later, I’m now considered one of the top experts in the world on the subject of YouTube Ads (Other people really do say this about me. I’m flattered!).
Why is that? Why is it that others think so highly of my knowledge of YouTube Ads that they brag about me to their friends, colleagues, and clients to the point I’m getting flooded with requests for podcast interviews, speaking engagements, client referrals, etc.?
The reason is because I choose to zig when everyone else zags. It’s because I’m greedy when others are fearful, and fearful when others are greedy like Warren Buffett. That’s why I know Warren Buffett would crush it if he was an online media buyer and ppc specialist like me.
And right now in 2015, he’d be crushing it with YouTube Ads just like I am. Because he’s not afraid to follow his gut and do the opposite of what everyone else is doing.
Everywhere I turn, all the rage is Facebook Ads. Now don’t get me wrong, I LOVE Facebook Ads. As a matter of fact, a large percentage of the ppc budgets we manage are for Facebook Ads.
But while everyone else is zigging on Facebook Ads, my team and I are also zagging on YouTube Ads.
If you’re like me and Warren Buffett, you know the way to getting at least one step ahead is to do the complete opposite of what everyone else is doing. That’s how you get an early mover’s advantage.
I believe if Buffett was a digital marketing expert specializing in pay per click marketing, he’d tell you you’re crazy for not doing YouTube Ads is 2015 if you truly want to grow and/or jumpstart your business online.
And if you’re as smart as I think you are, you’d listen. Here’s what I’ll say:
Click here to register for my YouTube InDisplay Advertising Masterclass so you can start zagging on YouTube Ads before it explodes in popularity among the marketing crowd. If you wait too long, the advertising costs are going to be steep. You’ve been warned!
If you aren’t running ads on Bing & Yahoo, here’s your chance to get $50 for FREE.
All you have to do is signup with a new account using the links provided below. This will allow you to start targeting people who use Bing and Yahoo search engines.
This offer will expire June 30, 2015 at Midnight Pacific time. It’s available in the US, UK, and Canada.
Here’s the links:
For the United States, click here.
For the UK, click here.
Now go put them to good use and you can thank me later!
P.S. I get nothing for sharing this with you. Just thought it would help you out.
Have you been looking for a way to streamline posting content to your fanpage? Are you looking for ways to improve your Edgerank? If so, keep reading.
By the time you’re finished reading this quick post, you’ll be able to take the tactics I’ve posted below and tweak them for your own use the next time you’re stumped about what to post on your fanpage that will actually engage your fans and help improve your edgerank all at the same time. More organic reach means less money buying ads. So feel free to come back later and just swipe them, edit them, and boom!
First off I have to warn you. At my core, I’m really just a guy who just loves buying traffic and analyzing data to convert that traffic into positive ROI. So although I’m an expert a buying and converting traffic, I’m no expert at fanpage engagement or social media.
What inspired me to create these ‘templates” for creating content for social media is that recently I’ve been asked by some of my clients to help them get more traffic and sales from their fanpages and social media in general. So that’s where this is all coming from. Stuff I’ve helped them with that has worked. I figured if it was valuable stuff them, it’s probably valuable to you as well.
I’ve sucked at this on my own personal page for so long because I’ve always been of the mindset that if I want traffic, I’ll just buy it. So I saw helping others with this as a challenge (I love challenges!) and an opportunity to expand my skillset.
What I’m sharing below are proven tactics you can use to help boost engagement and ultimately get more traffic, leads and sales from your fanpage. I know you’re already smart enough to know why you need to engage your fans, so I won’t bore you talking about that.
But here’s another warning. These are just tactics and should only be a small part of your overall strategy to generate revenue and a positive ROI from your fanpage. The main purpose of using the stuff I’ll share below is to get in your fans’ newsfeeds more often so that when you post revenue generating stuff more of them will see your posts and click your links. You also have to be warned that just getting them off Facebook doesn’t mean sales will magically happen. You still need to know how to convert traffic whether it’s generating the lead to close on the phone or getting someone to purchase your products and services online.
So now that I got all that out the way (whew!), here they are:
The “Rank These In Order” post tactic
The idea is to have your fans rank something that’s relevant to them in order of importance. For example, I’m in the digital marketing arena and I’d want to use something related to what I do.
Here’s an actual example I’ve used that worked really well: Comment below and rank these 5 traffic sources in order of importance to your business: Google Adwords, Facebook, LinkedIn, Pinterest, Youtube.
The “Hypothetical Question” post tactic
This one is pretty straight forward. You want them to pick the best option using a hypothetical question. Here’s an example of a fill in the blank template: Would you rather ____? -OR- Would you rather _____?
Here’s an example of how to use it: Would you rather have 100% ROI on your marketing with a limited reach? -OR- Would you rather have a 10% ROI with unlimited reach potential?
As you can see, the question makes them think. It’s a hypothetical question and doesn’t necessarily have to have a right or wrong answer. But in the example above, the way someone answers that question would be a way for me to qualify them as a potential client. I like people working with people who think like me. Choosing 10% ROI with unlimited reach potential is having the ability to scale and make way more money. My top clients all have this mindset and because of it I can make more money working with them.
The “Quote” post tactic
People love quotes! Someone who use the strategy very well is Sandi Krakowski. Below I’ve embedded an example of one of her posts using this tactic with one of her own quotes embed in an image. You can do this without an image and it works well. You can also borrow a quote and put it in an image and be sure to give proper credit. Lots of way to leverage this one.
The “Fill In The Blank Teaser” post tactic
You’ve probably seen one of these before. Someone asks asks you to finish a sentence by typing your answer in the comments. If you’re anything like me, you’ve probably completed a few of these. It’s a quick and easy way to boost engagement as these type posts get lots of responses quickly whether on your fanpage or personal profile.
Here’s an example: It’s Fill in the Blank Friday. This weekend, I’m looking forward to ________ !
The “A vs. B Question” post tactic
I’ve seen these posts get crazy engagement. You basically have one thing versus another thing. You ask a question that you already know the answer for and get people to comment what they think A or B. You then promise to reveal the results in the comments.
I saw one of my friends do this on his fanpage and after seeing the response he received when his fanpage had a much smaller following, it made me take notice. At that point, I swiped the concept and have since helped others modify it to fit their particular situation. Works like a charm!
The “What’s The First Word You See Image” post tactic
This one is epic, which is why I saved it for last. I got the original idea from a thread on the Warrior Forum. You have to be a member to view the original thread found here. If you’re not a member, here’s a link to an screen capture image of the post. I’ve embedded the actual FB page post below:
I’ve tested this and I can tell you it works like gangbusters! Here’s what I did to create my own version:
- Go to Puzzle Maker dot com (it’s free) and click on “Word Search Puzzle”
- Enter the Title and Subtitle.
- Enter at least 4 words you’d want people to see. I say four because the more words you add, the bigger the puzzle size and you want it to be a decent size. Make sure they are relevant to your niche. Preferably, they are words that are associated with the outcomes your product, service, etc provides.
- Click “Create Puzzle”
- Take a screen capture of the puzzle it generates with your favorite screen capture tool. Then crop out everything except the puzzle itself.
Once you’ve created your own version (or just swipe his from the thread), use the template like the layout in the Warrior Forum thread link above, post it to your fanpage, and watch the magic!
Do you have or know of any other fanpage engagement boosting tactics that are easy so swipe and deploy? If so, post them in the comments below.
Ready to take your online marketing to the next level? Join my FREE newsletter or click here to learn how we can work together.
In my humble opinion, I believe that in the very near future the people who will be crushing it online are the people who accept the fact that they need to continually optimize and adapt.
Think about this…
In almost every niche market you can imagine, there’s someone with a website who’s serving that market. As more people continue to use the internet to solve their problems, eventually more competitors will pop up because they will soon realize they need to be online. (where the action is happening)
Enter the competition.
Guess what happens next?
The people who are already crushing it are going to have to step up their game if they want to maintain.
Because you’d be a fool to think your competition isn’t as smart as you are. They have access to the same resources as you. David beat Goliath because everyone thought that since he was overmatched and undersized, he wouldn’t stand a chance.
In order to maximize your potential, you must optimize on a regular basis and adapt to changes. The goal is to continually improve so that customer acquisition becomes easier. You should always work on improving your ability to turn traffic into leads and customers.
Not only do you need to optimize your ability to convert traffic, but you also need to optimize for retention. Don’t just kick butt at converting traffic, have world class customer service in order to retain your customer base. I guarantee you’ll sell a crap load more stuff on the backend once they become a raving fan of your business.
Whether you offer additional products and services throughout your marketing funnel or just make relevant and useful referrals, you’ll thrive. I double dog dare you to offer world class customer service. (if you take me up on my dare, you’ll thank me later :-))
The kind if optimization I’m talking about isn’t just how well you can get people to take the actions you want them to take. It’s also about how well you measure up against the other options (or distractions) they have, how well you can explain why your offer is better, and the ability to deliver on your promise.
The kind of optimization I’m talking about is more than just numbers in a spreadsheet. It’s more than about how much revenue per lead you generate. It’s more than about that positive ROI you love to brag about. People want to feel like what they give you is worth less than what you give them. Whether it’s our information or our credit card, we all want to feel like the value we receive is greater than what we gave up to get it.
Don’t you want that too? Don’t you want to deal with people who show they’re sincere? If you want that, your customers want it too.
So embrace the fact that if you don’t optimize and adapt, your online business will die a slow and painful death.
One last point:
Transparency is vital.
The best ways to set yourself apart right now…
Become more open and transparent. Be a human. Be yourself and be honest.
You can blame social media if you want to point fingers. It’s the main reason why transparency is so vital in this ever evolving internet climate. Heck, Mark Zuckerburg’s vision is “to make the world more open and connected.”
Finally, here’s a quick summary:
Optimize for conversions by doing a better job explaining why your offer is the best option and create a clear path to action.
Optimize for retention by offering world class customer service that your competition will envy and your customers will rave about.
Deliver what you promised and deliver it in a way where the value is greater than expected.
Be sincere and show that you really do care.
Embrace change and adapt. The rule of thumb is to stay at least 3 steps ahead of the competition.
Be as transparent as possible and be yourself. Show that you’re human and that you’re open and available.
This is a public service announcement. Ignore at your own risk.
Most people think they need massive amounts of traffic to their website or landing pages to generate a significant amount of revenue online.
But the single most important aspect of significantly growing a business using the internet is optimizing your website for maximum conversions. When you can do a better job converting traffic, you can make the same amount of revenue with less of it and also you can afford to pay more for it.
People like me who understand this know this is key to being able to successfully buy traffic rather than being so dependent on Google and the other search engines for free, organic traffic.
Conversions optimization is one of the most under rated components of running a successful website that generates leads and revenue. The companies that are making the most money online are that ones that are obsessive about their conversion rates and are constantly trying to improve them.
So without further adieu, I’ve compiled a list of 8 ways to help you on your journey to improving your website or landing page conversion rate.
#1 Do you have strong elements of social proof such as testimonials and reviews?
If you have people who love your stuff, make sure to show that off. Social proof is one of the most powerful selling tools in the history of advertising.
One of the things we’ve been able to do to successfully improve conversion rates for local business clients is to place their Google Places, Yelp, etc. reviews right on their website or landing page.
We’ve found many times people search for reviews about your business anway. Plus with local, Google is making reviews a huge part of their search results which is one of the main reasons reputation management has exploded recently. Reviews matter and if yours are good, show them off and watch your conversions soar.
#2 Is the functionality on your landing page or website consistent with consumer behavior?
I use what’s called heat maps to determine this behavior. Heat maps show me what people are doing when they land on my sites or my clients’ sites.
When I see a consistent pattern, I can increase conversions by making the layout of the page consistent with the patterns I see and use that to guide visitors to the desired action I want.
#3 Do you have any credential boosters or trust factors from highly respected 3rd parties?
This can be credible sources like former clients that are well known in your market, Better Business Bureau, News Sources, well known clubs or organizations in your market, etc.
Doing this allows you to borrow their trust and credibility by association, which in turn boosts your revenue potential.
#4 Does your website or landing page tell a story?
Story telling is one of the most common traits of successful copywriters. If you can focus on a story that is relevant to your prospects to keep them engaged, typically they will stay on your site longer. I use this for my own projects and my client projects by making the story lead to why our solution is their best choice.
#5 Do your sub-headlines relate to your headline and tell a shorter story that still gets your message across?
In other words, will people who skim through your content get the message by reading the sub-headlines?
This is another method I use very successfully for all of our lead generation projects. We have proven data that shows when the majority of people land on your page from an ad, the first thing they do is stop at the headline and then either hit the back button or skim the content on the page if they decide to stay.
We have been able to significantly increase conversions by making the sub-headlines on the page tell them a shorter version of our story and why we are their solution.
#6 Are your benefits clear and concise?
This is one of the biggest mistakes I see my clients make on their websites and landing pages. They don’t do a good enough job of spelling out the benefits of their products and services.
The ones that do show off their benefits usually do a poor job of explaining them in order for their prospects to understand why they are important and what they will do for them if they decide to take action on the offer.
#7 Is there a strong call to action? If so, is it highly visible?
This is also one of the big mistakes I find. You definitely want your call to action to be very strong. What I mean by this is that whatever action you want people to take on your site should be very compelling and enticing.
The other mistake here is that many times I find clients don’t make their call to action stand out enough. Your call to action should be very visible so your prospects can be clear about what you want them to do on your page.
#8 Are there any distractions from the main call to action?
Never distract from your call to action because it will confuse your visitors. When people get confused, they leave your site and move on to the next thing on their to-do list. In my experience, this may be one of the easiest things you can do to optimize your site.
Here’s an example:
I was able to increase a client’s conversion rate by 18% simply by removing the distractions on their landing page that kept people from having a clear idea of their call to action. I didn’t do anything else on their page other than remove 2 paragraphs. This one little improvement saved that client about $8k per month in lost revenue.
Need help improving your website or landing pages? Click here to contact me about getting an online marketing audit.