Here’s how I am going to keep my promise of getting you eyeballs for free.
This post shows you how to get your “hell yeah!” offer in front of eyeballs, for Free! But first, if you don’t know what a “Hell yeah!” offer is, click here to learn more. You can come back here later 🙂
Remember that merely driving eyeballs (aka traffic) somewhere without a plan/offer, reflects a lack of Strategy. So, first, build your “hell yeah” offer. When you are done with that, you can focus on getting eyeballs.
Great, here are the top 4 ways I get eyeballs for free- the third one might surprise you. (If you want to explore the paid options, read the post here).
1. Content Marketing
Create great content, in words, stunning images, videos. There will always be demand for relevant, useful, content. Yes, quotes like “Winners don’t quit.” are considered “motivational”, but they don’t really stand out in the sea of other quotable quotes.
Consider making the content interesting: Such as video interviews with industry experts, or, a fun relaxed picture of your products, or a piece of satire writing.
Pain over the quality.
Also, work on your posting schedule. (I try to post once a week on the blog, you don’t have to be overly-ambitious and post, say, every day- if you have to rack your brains to think of quality content). Rather, plan out your posts and stick to something you know you have bandwidth to do, Consistently.
Consistency is the key.
Engaging your customers around your brand is a long-game. We cannot tackle content marketing like how a 19 year old, ranging hormones guy on Tinder does it- he tries to get the girl right on the first date.
Your audiences first invest in you with their Time, their Attention. They don’t open up their wallets and write blank cheques to you right at the start. Like all good wine, it takes time to ferment the relationship and make it so flavorsome.
Now, admittedly, this is easy for a solo blogger like me- who writes because I want to. For a marketer within a company, they often have to take results to their bosses and show revenue production for their activities. Thus, many marketers within corporations take out the big and shiny “Traffic going up” charts to show their bosses.
Think of it like a weight-loss program. For a solo blogger (because I can only speak for myself), I do not have the pressure to write each post to make sure it converts into profits. I can take my time to craft quality content, and to find true fans for the work I do here. Like a weight-loss program, I can slowly get accustomed to healthier food, make small food swops, exercise 15 minutes more each day, sleep better… and slowly, but surely, rebuild my metabolism and health over time.
However, for the marketer within the company, it is like a crash diet. Every week, during the company’s meeting, there is the dreaded “weigh-in”, thus, the marketer has to take diet pills, drink less water to drop water weight and create “artificial”, short-lived results to show their bosses. And I don’t blame them- most people I speak to, don’t understand anything about the phases of a funnel when it comes to marketing.
They just loveee one word “Traffic”.
And imagine their shock when they find out that not every piece of article is going to bring sales. Yet, they shout “Bring the PO (purchase order)!”.
Dear CEOs and company owners, if you happen to be blessed with a marketer who does know about the phases of a funnel and has the wisdom to invest in content marketing, have a meeting with them and speak about the following:
- Speak about your business goals, your brand identity and what is your target audience
- Speak about the entire sales funnel and sales process, from the first product/service to the last product/service
- Discuss how the marketing department can be aligned to business goals
- Discuss Measurements (The most common mistake marketers make is to judge the success of its content marketing based on Traffic- this is WEAK. The focus should be more on engagement and conversions and the ability of the marketer to pass the baton from one phase of the funnel to the other, with as little drop-out rate/leakages, as possible.)
Just like any sound weight-loss plan, a sound marketing plan is sustainable and well-considered and designed.
How do you measure?
- Use the tool HubSpot
To summarize, the ONLY way to get a true and fair view of the ROI of your content marketing efforts is to get your prospects to opt-in on your website (Fill up details)- and attach a “Cookie” on their browser – which will allow you to know the prospect’s behavior on your site.
Hubspot makes this easy.
You can see the keyword phrases that the lead typed into Google to find your website (or the article they came from), you can look at the pages they have visited, as well as the time spent on each page.
Pretty incredible, huh?
(PS: For Facebook tracking, I download this plugin on my Google Chrome extension called “pixel helper”, which lights up when there is a Facebook tracking pixel installed. It’s pretty cool when I visit other sites and see it light up-you know who’s been tracking you 🙂 )
Point is, there are many tools that is more indicative of successful content marketing, than Tracking Traffic, alone. Traffic, without sales (because the prospect does not enter any sales/marketing funnel), results in a bad ROI.
Content marketers must have the discipline and support from their bosses to look past initial response or mere traffic and start to measure sustained levels of engagement/conversions and impact to length of sales cycle.
What gets tracked, gets managed.
Why is creating great quality content, long-term, an important strategy?
First, because great content never goes out of style. It is reliable.
Second, because the difference between a good business and a great business, is the ability to systemize the conversion of Cold leads to warm leads, and eventually, make them buyers (red-hot-chilli-pepper-clients). The better the business is understand the phases of the sales funnel and to have an effective system set up to nurture the business relationship, the better.
2. Social Media
Use social media. Start sharing your content on places where it matters, Facebook, LinkedIn, Twitter, Instagram.
2 golden tips.
- Understand the platform
First up, understand what each platform exists to serve. Facebook exists as a way for people to be social- stay connected to their friends because it is hard to text each person and ask “how are you” when you have 987 friends.
TL:DR: People are on Facebook, to Make Friends, express opinions and Keep tabs/Stalk. Don’t disrupt the pattern with posts that are just attention-seeking.
“I am sad, you broke my heart…. blood will fall before my tears”
“get well soon. what happened?! Need a friend? aw love you, stay strong..”
Waste of time, attention-seeking person. Probably will survive to get another dose of attention. Don’t flood FB with things that people irk.
Think of this golden rule: I aim to give, rather than take. Aim to outgive.
So, think of your knowledge and expertise, your motivation you can share, your life experiences others can learn from. Yes, even as a brand you can do that! Imagine how great it would be for the brand to share “behind the scenes” shoot with a celebrity, the candid moments for laughs, or when a local artiste shares her first original song. These things GIVE to others.
2. Understand your brand’s relation to the platform
The second part to social media, is to understand which platform is suitable for your brand. Where would your target audience be spending their time?
Luxury brand cars seldom, if not never, post ads on television, because their target market doesn’t watch much television.
Similarly, understand where your customers hang out. For F&B, you want to attract foodies who would travel all the way to eat at your stall. And make no mistake, every foodie knows that if it is not instagram-med, it’s not eaten.
F&B establishments can consider the platforms Instagram and Pinterest for recipes sharing.
For B2B, consider LinkedIn- professional network.
3. Referrals from Your best clients
One of the biggest illusions is the illusion of separation.
Nope, I’m not going new-age consciousness on you.
I mean, there really shouldn’t be a big divide between online and offline marketing.
Sometimes, when clients hire me to be their online media consultant, they are surprised when I asked them to seek the help of their best clients to promote the brand (offline).
Rant about dehumanizing people online:
Somehow, companies (and people!) tend to dehumanize people online. It is almost as if the people sitting behind the keyboards are dumb 13-year-olds, everything is a “lead”, or a “click”. That is not the way to be.
The people who can truly appreciate that the eyeballs behind each lap-top is an actual human being with feelings, fears and desires, will be the ones who are most likely to succeed in marketing. Treat everyone with dignity-online and offline.
Here’s how to get your best client to promote your brand. This is based on the assumption that birds of the same feathers flock together and since your client is a dream, he/she probably has a network of other people with similar business goals, interests and work ethic. He/she could probably do a referral for you, there, you get a free lead, just by opening your golden mouth and asking:
“Hi (dream client), we really enjoy working with you and thank you for your great feedback you have given us and your support all these years. With your support, our brand is growing day by day…. (listen to client), when the client is done talking, say: I was wondering if you could think of anyone, at the top of your mind, that would benefit from using our product/service that I could call?”
Some clients will even write you impressive testimonials and post about you online, out of the kindness of their hearts!, so keep serving these people to the best of your abilities.
Testimonials spread and this means … your reputation +1. Not bad for Free branding, this adds up to free eyeball views too.
Remember, Referral business is business. Don’t fall into the illusion of separation.
Now’s the time to start making friends. Align your brand and form partnerships with other brands that promote the same cause. For instance, if you are about Healthy food, start partnering to guest post on a gym’s blog or social media. Trade a post of yours for a post of theirs on your platform.
That’s one of the fastest, Free ways, to get people who are already into the same interests, to see your brand.
It’s pretty straight-forward. Learn to make friends, like the good ol days.
Secret, golden-growth hacks that I use:
Start with supporting the brand, their posts. Make nice, genuine comments about it, buy some of their products if you can (I know this is about “Free” traffic, but really, these investments pay off) and show your support.
After a while, approach the CEO (scout for his/her email on LinkedIn, or granddaddy Google) and offer to write a post about a common theme that both of you are aligned to. If you’ve been a nice button about the whole thing and can show the CEO that the move is mutal- IE: He will get access to your traffic too and both of your businesses will enjoy more Fresh eyeballs... he will usually say “sure!”.
If you do a good job with the post, you don’t even have to promote your brand. Just post about an interesting topic, and when people see how wonderful the post is, they will naturally want to come to you to find out more.
Or, just search online where there are “contributors wanted”, find an alignment and ask away.
WORD OF CAUTION: One of the things that will make you an absolute leech is to POST WITHOUT PERMISSION. Do NOT, go to someone’s page or a company’s page and POST to their page with your post and how wonderful you are, WITHOUT Permission. It looks so bad on you, your brand. Just, don’t.
Okay, here are my top 4! I hope you have taken something useful from these notes and start to apply them.
Here’s a note for marketers who read up to this point and are thinking: You don’t use SEO?!
Well, I do use simple SEO… But the standards of SEO (algorithms) are always changing, I personally don’t see it as a very sustainable way (or maybe it is not the most appealing to me when I look at the effort-to-reward ratio). What I know about SEO is this: the basis of the ranking is that Google/other search engines will do its best to improve its algorithm to give users the most relevant and useful content based on their search terms.
My strategy: Focus on creating Quality content.
To your success,
PS: I only have 1 slot left for the rest of this year (2015) to work with your business. Drop me a message to link up. PPS: I have linked up with grant supports to make it as easy as possible for us to start working together. Let’s make magic happen.