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1. Online Marketing: The Next Step

David Sharpe


When your website is optimized, it's time to implement more advanced strategies. You'll learn how to get more visitors by combining social media, search marketing, and content marketing; how to build an audience that can't wait for your next product, how to make even more money from your site, and how to use your site for outreach/evangelism without alienating your customers. 


David Sharpe

Technical Director for the Center for Online Evangelism



  • November 12, 2015
    9:30 AM
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Father in heaven thank you for your many blessings for this beautiful place where we're able to meet were asked to be with us today as we study how to make our message known to the rest of the world. You know there's been some challenges with the presentation this morning and I ask that you guide and direct and give me the right words to say bring your name in then. All right. Most of you were here yesterday. So I can just skim through the first part. Real fast. Those of you that weren't here yesterday if you will put your name and e-mail address on that sheet of paper. I will be happy to email. Notes and Powerpoint slides to you. I didn't have them ready in time to have them printed in handed out so. Which is not a bad thing because things change drastically this morning which you'll hear about a minute. Alright. Course the first question those of you that don't know me you're asking Who is this guy and why is he standing up here so let me run through a really quick I won't take as much time as I did yesterday. So those of you that were in yesterday's class C. don't have to have to worry about it taking too long. I've been in marketing since the early one nine hundred ninety S. I switched over to primarily online marketing in the one nine hundred ninety five but the time Netscape. Launch their I.P.O. and became one of the most dominant browsers. In at that time period for a brief period. I've worked as a copywriter in website development spend a lot of time in e-mail marketing. And I've owned and operated several businesses including manufacturing and online marketing services as well as information publishing. Currently I'm a licensed business consultant to I am certified search engine optimization copywriter which means that I work at least the certification is at the intersection of search engine optimization and copywriting so that that I have learned a lot about keyword research and how to write. Is so that the search engines like what you see as well as the person actually reading it. And the technical director for the Center for online evangelism. We help. Tourch is schools and ministries with their online presence. We provide some technical services as well as online marketing services. And it's my job to keep the staff busy. Keep them organized and keep them current with best practices make sure that we're doing things that our are actually helping and not damaging our clients. So who are you. I knows. The ones that were here yesterday the written both of you that are here this morning what type of agriculture operation or interests are we do we have represent in the room and. I know you weren't here yesterday so what we're going to talk about will fit right in there. And you. You said you will or wanting a bit. Web site yesterday. OK. OK And. I don't believe I saw you in the class yesterday so you know. This one's not to repeat this is going to kind of build on on what we talked about yesterday but it's. It's even if you don't have yesterday's information it's still going to make sense. I'm going to try to make it make sense. OK good. Make sure that you pick a audio versus going to have the recordings of all the sessions of a level so you want to pick up the one that we did yesterday because we spent seven hours talking about the basic elements of setting up a website and. Making it. Getting it visible and getting traffic to it and so on soon you'll you want to. We we went into some detail on that you might want to to listen to that. Don't need to I'm going I'm just going to send it all up everybody. Know i should but I'm not that organized. So anybody else. Need to get their name on there are so it sounds like. Like of the ones that were not here yesterday. Some of you have websites some of you don't and. The question I always like to ask is are you getting the results that you want from your website. Or you haven't had yours up long enough to know yet still. OK All right. Well as you might tell from from the name of the organization I work for evangelism is one of the online evangelism is is what are real focus is. So hopefully we've got some things to offer that we can help you out with. And we already know how many of you were in the all day session yesterday. OK. Classroom etiquette. You know teachers have rules. My rule is that if you don't understand something please. Interrupt me. But this happened yesterday. There were several times where I had. I was using terms that. I thought everybody knew. Because they're very basic to me interrupt me ask me because I do not want you to be confused. And their bit with There'll probably be a time or two or all say you know. Here's the basic definition we're going to cover it more details. A little bit later on in the presentation. But please stop me if I use words that are not understood. OK so here's an overview of what we're going to talk about. We're going to talk about how to get more visitors by combining social media content marketing and search marketing. We're going to talk about how to build an audience that can't wait for your next product. However I have to give you an advance notice that this one kind of got pulled apart and motioned into several other elements so you're not going to see another slide that says this is how you do it. If anything at any point it's not clear. And YOU THIS IS A BURNING QUESTION You have asked me when we get to the to the question time and I'll be glad to elaborate a little bit more. How to make more money from your site how to make any money from your Web site. We're going to be covering that. And how to use your site for an outreach and human. Evangelism tool. Without alienating your customers because the. Those of you that want to use the online world to to augment your income or even to be your primary source of income. You do not want to alienate your visitors. It's very easy to chase them off we've all seen the. The or heard the stories or seen the results when somebody goes through town and and leaves. Books and papers about the national Sunday law and everybody's windshield. And all the sudden had been a certain longer thought up very well in the town. You don't want to do that your website. You do this to your website you will lose your visitors you will lose your clients there are ways to do it. What's the saying. Wise as serpents harmless as above. And so we're going to be covering some of that. Those of you that word here yesterday. You remember I said that I spend every morning. About an hour. Going through. Industry publications. Newsletters trade journals and so on trying to stay current with what's going on this morning. I ran across two articles that kind of trashed about half of what I was planning on talking about this morning. So the presentation will not be quite as smooth as I had hoped but we'll get through it. It turns out that there's a little trend of that happening. Called Content crush. And it means that there is so much content out there that people are not able to consume it all. And we all have a finite amount of time. There's only so much time that we can spend reading or consuming content. There are millions and millions of people out there that are creating content. And they're creating it faster than we can consume it. And so in the last week. Several major. Marketers online marketers have released their statistics for this year. And they're finding that. At least half of the content that they've created this year. Got less than eight shares. And we're talking about large. Marketers that have large staffs and have large budgets. They know what they're doing they test everything. And they're getting they're finding the half of their content got less than eight. Shares a less than eight people shared it. And seventy five percent of content gets absolutely no shares. So I was planning on spending a little more time because in the last two years content has been deep thing. It's. You know. Do you want to get traffic to your website you want to get visitors. You create content you shared on social media. I'm still choosing to look at this is a glass half full type of thing because fifty percent. Did get shares. Did get engagement to get people sharing the content on social media. It changes a little bit though. What were our going to use that strategy how I'm going to recommend that you use that strategy because I want you to be successful with what you're doing I don't want you to to just spend time and effort creating content to share on social media to spending time on social media and then nothing happens and you say Well Dave really didn't know what he was talking about. So we're going to to make some adjustments. The first section. We're going to go back and discuss a little bit more about email marketing. We covered it some yesterday but it was toward the end of the day and it was moving fast and. We need to spend a little bit more time on this because this is given the decreasing. Impact of creating content for social media. You need to make the most of what impact you are going to be able to create. And then we're going to talk about social media. Search traffic. And the content marketing. And then a little look after we're done with that we're also going to talk about video marketing and go into a little bit of detail there. So why go why do we want to bother with email marketing is an email did you know you mails been around for a long time and it's not the newest thing. There's not really any innovations happening in the market. Not like there is a social media going to do social media platforms popping up almost every day it seems like you know there's more than three times as many email accounts. In the world as there are Facebook Twitter and Linked In combined. Now granted a good portion of those are. I've got six of them at least of my own. And you have a large corporation and they may have hundreds of them. But it still is a fact that there are more e-mail accounts than there are social media accounts. It's fourteen times more likely that your e-mail message is going to be seen. Then a social media message. If any of you have how many of you VERY use Twitter. You will use Twitter at all because everyone is in it but everybody know what Twitter is. All right. A couple that don't know. Twitter's a social media platform your you post to your account. Your limit to do one hundred forty characters. And it's. It's got some some uses for business and some for social and it's. But it's becoming a little bit less of a safe place in the last year or so it's turned into a place where there's lots of fights that go on but it still has some business purposes. But if you ever have it. Ever have a Twitter account and you do you look at it you're following a number of people and you will see messages scroll by so fast that you almost can't read them because they're going through so quickly. My e-mail box looks like that sometimes. But it's still much more likely that an e-mail message is going to be seen. Then a social media message. And when an e-mail subscriber buys their email subscribers are more about four and a half times more likely to buy. Then somebody that's following you on a social media account. So if you are selling a product or there's an action that you really really want these people to take. You need to get them on your email list because once they're on your e-mail list they're more likely to take that action that you want. So one of the e-mail marketers that I follow says that e-mail subscribers are sixty three times more valuable than social media followers. So he's going to make sixty three times more money off of his. E-mail subscribers. So do. Email Marketing is not just sending out emails to people it's not just collecting e-mails and sending them out there's there's a number of principles involved. A funnel. Is an example that I like to use. So first we want to attract somebody and this is where the social media type of of activity comes and you can get you get people attracted to your message. Your tracked him to the Web site you capture them. Capture their names their e-mail address at the Web site. You engage with them by sending them relevant content. You over a period of time you build trust and then you move them to action and that action can be anything that action can be requesting Bible studies that action can be buying a crate of mandarin oranges and mandarins they can be attending the gardening class. Whatever action you want. Once you've got them on the email list. If it's relevant to what they want. You know you can't sign up somebody be thinking they're getting a gardening. Email List. And now you're talking about antique cars. You can't do that. It's got to be relevant to the market. So the simple. Simplified process create content. Shared on social media. Give visitors to your site capture their email to build a relationship with them and sell them stuff. Or get them to take action. So obviously it's a little harder than that or we would all be rich. So let's take a look at a little at the foundation that you're going to need in order to make this happen. You're going to need a strong web site and we covered that yesterday. Remember we talked about fresh unique and relevant content. If you're going to do. To be online. This is important and I said it a number of times yesterday and I'm going to say it again today. Content has to be fresh unique and relevant. It doesn't do any good to to mix and match your your messages you shouldn't have a website that talks about gardening and antique cars unless you're using the N.T. cars as flower beds. Then then you might find somebody that is interested in reading it. But your website should be very focused and any any subcategories that you have on your website should make sense. So if you. For example if you were doing gardening it might be alright to have several different types of gardening. But don't jump across the complete market boundaries. So it the email marketing infrastructure that you're going to need in place you're going to need. Email management software. We talked about that will go a little bit more detail. You're going to need landing pages. And you're going to need to have a plan an editorial calendar a schedule so that you don't have to sit down. Every week and say oh man what am I going to do this week. Man I have to. I have to create some content again. If you create a schedule and those editorial calendar. You will find that it works. So much easier. Course this goes back to what we were talking about yesterday with all the planning that to do before you ever touch. The computer to start building your website. So let's take a look at that marketing. Email marketing infrastructure. A little bit more. You're going to need an email marketing. I kneel management solution. Of some kind and. And I I'm going to put these three up here again just because these are the three companies that I have had any contact with any experience with or friends that have used them. What these companies do is they manage the e-mail list for you although they don't. It's all automated so there's not any personal activity that's happening there. But when you have somebody subscribe to your email list. This. This solution will take care of the subscription it will so automatically send an email asking them to verify that they wanted to to subscribe in the first place. And you can schedule. When subsequent e-mails are sent out you can send out one e-mail that goes to everybody. Or you can set up a series of e-mails and we'll talk about those in just a moment. So why do you need it can spam is a law that was passed. I don't know how many years ago it's been long enough now that it's. It seems like everybody knows about it but it's this series of of things that you must do. When you are e-mailing people. In any kind of bulk with any kind of regularity except outside of personal relationships. There are things like. At the bottom of each e-mail you must have a valid address. Mailing address. And then as I recall it's got to be a physical address. Now. Instead of a post office box. There has to be a place where they can unsubscribe by hitting one link. Clicking on one link and they can be automatically unsubscribed. And a couple of other things. Yes. Oh wow. Well if you didn't subscribe to it then you shouldn't have to. But. And just like any law. Just because this is a law doesn't mean that everybody compliance with it however it does mean that there are some pretty stiff penalties for those who get caught and successfully prosecuted. Unfortunately like telemarketing. It's one of those things that if you really don't care about following the law. You can get away with it as long as you're willing to move your your base of operations around a little bit but it's true you shouldn't have to and that was one of the reasons why this law was created so that you could not be just automatically subscribed to a list. So. Unfortunately like I said it. There's. The law was created in an attempt to solve a problem because there were so many people who didn't really care about best practices or anything like that me. And the worst offenders just change their operations a little bit and continued sending us. Things that we didn't ask for. However those of us who try to comply with the law it's often seem to be at the most risk of getting in trouble from them because we're trying mean we now get it completely right. And you know. It can cause problems. If you have a. One of these email management. Accounts. The compliance is not much simplified because that unsubscribe link is automatically put in. It forces you to put to put in the address. Into your account so that it automatically puts it in the footer of every email. So all of this compliant stuff there are some things that you can change in inside your account. And not be in compliance but you have to. You have to work at it. So this is a big thing for those of us that they have business operations that live online. That compliance you don't have to worry too much. Are you do you have everything covered because when you set up your account. You know they insist on on you filling out all the fields of that. That put you in compliance. Deliverability. We talked a little bit about this yesterday. All of these email management. Providers. Work very hard to make sure that nobody is sending out spam and. And if you're not familiar with the term spam is unsolicited e-mail you mailed it you didn't ask to get emailed this trying to sell you something you have no interest in. And when there are complaints sent in to Internet service providers. Email providers. Because of this. CAN SPAM law they can shut down. The account. You can shut down. Your account or the email account that's being that's sending it. And. So this is the reason why you might want to use one of these services they work very hard they provide tools so that you can check your e-mails for words that trigger spam filters. And so you can reduce the number of complaints that you're going to get. They work very hard to maintain open relationships with the service providers so that e-mail gets delivered. And it's nice to have that. You know without having to figure it out all for yourself. And it's a lot more convenient you go to a go to the Web site open up your account and you can type in your e-mail you can click and have it sent to ten thousand people on your e-mail list if the your list is that big. Or you can set up a sequence and this is one of the things that really makes e-mail marketing effective. An autoresponder is an e-mail that sent automatically when something happens. So let's say somebody comes to your Web site will talk about the mechanics of of the landing pages and so on in a minute but somebody comes to your landing page on your website. And they enter in their e-mail address. And they want to get a free e-book that you're offering. Once they do that. Bill get a an e-mail back asking Are you sure we can send you any information until you tell us for sure that you really want this. When they click on that link they get automatically they get another e-mail this is OK Dave. Here's the link to download that book that you wanted so badly. Then they can set up. The the sequence. So that now. I get an e-mail. Maybe every day for the next seven days. You can set it up so that there's an e-mail course it's very common strategy to set up a seven part. E-mail course. So you sign up for it every day. The person gets an e-mail. The next lesson in the course. And so what's nice about that. I can sign up today. And I get day one. Today you can sign up tomorrow and. When you sign up you're going to get day one. So this and use can sign up on Sunday and you get day one. We all are getting the e-mails that's appropriate for us and when we signed in not just a broadcast. Now trying to do that as an individual. You know just from your e-mail account. You'd go crazy let's see what day was it you sign up with the Are You On You know you have to have a spreadsheet there that you. You would be making mistakes constantly So this is automated. And automation is of is pretty necessary if you're going to have successful e-mail marketing campaign. Any questions about that so far. I'm going to say yes. But I'm not. I don't know I've never set one up like that it's where it really depends upon a response. It could be done. I'm sure. Because I know that there are other people that. That have a model for they're looking for a response. So yes it could be done but I couldn't tell you which of these companies would do it the best. Or anything like that. A lot of people like mail champ. A lot of people have used in a lot of people like it. I have not used it. And it may just be based on old information. There was a time where they charged you for the number of e-mails that you sent out and. Is there were a couple of other things that weren't work appropriate for what I was wanting to do. So I'd like I said it's old information and I don't know currently what the situation is every one of these will charge you a cord into how many e-mail addresses you have so the more you know if you have ten thousand e-mail addresses you're going to pay more than if you have a thousand e-mails. So you have to keep that in mind. But there are a lot of people use and I get a lot of e-mails from from the Mail Chimp system. One thing that you want to do if you're going to get into this and you want to do some e-mails. One of the things that I was suggest strongly is do not get one that sends out a an ad. The bottom of the e-mail. There are a number of them that are free. But when you send out the email they attach their little ad. Down the footer. You don't ever want to do that because you're dividing the attention of your audience. And you're you're just sending them your competitors. Ad. So it's worth. Forking out a few dollars a month. For one of these accounts word nothing goes except when you have asked them to what you have sent down. I use a Weber. And it's just because they were one of the first ones out and I've had an account with them for so long and I've been happy with them. It's one thousand dollars a month and. I believe that that's pretty much a standard. What varies is how many email addresses that I'll manage for you. So do. In my case I think I have. I GET AN thousand email addresses. Without it going up any higher. And even when it goes up it's not all that expensive. But it will save you. It will save you hours. To be able to use one of these. OK landing pages. When you are doing it when you are trying to build an email list please do not send people to your home page of your website. Will talk in a in a minute about how you get people to come to your your site to sign up for your email list. But they should not come to just any page. It should be a very specific page in there called landing pages. Landing pages have all of the other navigational Elma stripped out so that there's no no menu. Appear on the top. There's no menu of links on the side. There's just a landing page and as a matter fact let me show you show you a landing page. So that you can see the difference. Some in the Internet pics I'm OK this is our website. Center for online evangelism. And next year we're going to have a live online event. So this. This page you can see there's all kinds of information on it and it could be distracting. I don't even have a link care for somebody to sign up to our e-mail list. But to promote our event. And this one I didn't take the time to strip off this navigation code so I'm not following my own suggestions. Fortunately this site is going to be undergoing a major overhaul this next month so that's one of the things we'll take care of. But you see this is this is OUR are landing page a little bit too large you want this. Ideally to all fit on one screen right now the ones too large and I think it's because we didn't strip off the. The navigation bar at the top. And she said we've got a headline. And over here we talk a little bit this is the features. Some of the topics we're going to discuss. And then here's name address email address and click. Learn more when you click learn more. You're signed up to the email list you'll get that confirmation e-mail. This is a landing page. There are many many different designs for a landing page but this gives you the basic idea of what you're looking at for a landing page headline. A little bit of persuasive text of some kind. And the information you want to capture. And a submit button. It's. It's a combination is the format. But the the primary purpose of the landing page is to capture the name in and email address in and nowadays the trend is to just ask for the email address and not the name. That depends a lot on what you're doing. There are some businesses where you really want that name. At least the first name because when you send out the emails you can personalize it automatically This is another advantage of using one of these services. You can put in a little token. At the beginning of your email. And it will pull out the name of that person from your database and it will say. Hi Dave. They've here. Heard that you are interested in git in the tending mission con. And just wanted to let you know that things are progressing you know and so on it. And you can put those tokens elsewhere in the email so that you can bring up the person's name and personalize the email. It takes a lot of work to do that correctly. So. The trend is right now not to do it unless you have a a product or service that you're you're promoting that's very high touch type of thing where you really need that personalization in order to be persuasive. So the purpose of the landing page is to capture the e-mail and put them on the list. The format. Varies a little bit but this is very common. What you're going to see. There also known as squeeze pages in the Internet marketing world because it squeezes the visitor they have two choices. Sign up or leave. And that's what the marketers interested in often. Yes. Or. When you click on that it. There's a piece of code in the. In this form. This sins that it to a web or to my account at a web or. So somebody put would put their name in their e-mail address in here. When they click learn more. It goes to a web or. It's added to my account to my e-mail list. It sends the first me email that says. Please confirm. When they click on that link. Then it says. Please. Are going to send another e-mail this is welcome here's what you can expect. And it's the first welcome e-mail. And all that's automated because it. It's set up and I don't all those e-mails get sent. And I don't have to touch them. I should go back and update them but I haven't. At the moment but OK right to that clicked on and it didn't go anywhere. So I'd have to put in a name and I did. It just goes to a thank you page from here once they put in the proper information. Landing pages are a whole science to themselves. Like many of the things we've been talking about the last day or so. I can cover the basics. And then give your resources to go to. I would recommend that you go look at lead pages done. Net. They are a service. They sell a service. You do not have to buy it. But they have good educational materials on landing pages and email marketing. So I would recommend that you go in and take advantage of those sign up for their email list you can always unsubscribe when you get tired of it. But good information and they are industry leaders in web page. In landing pages. They provide a service where or where they have templates and you can create the landing page and it's hosted on their server and everything it. It's streamlines this process. Dramatically. They also charge of dramatically. But the results and be additional services that they offer behind the scenes are often worth it if you've got a good product that's going to generate sales. Copy Blogger dot com. I recommend that anybody who is involved in online marketing should go to copy blogger and sign up. They have a twenty part Internet Marketing Course they have sixteen. Ebooks that. Each one of those ebooks probably has a value of twenty five dollars each I've paid more for less information than I got from coffee bloggers so they are an industry leader. Whenever they say something it's good pay attention to them and. It was actually there one of the organizations the. That was reporting this week about the decline in sharing the shares in content. Content engagement still one of those it's their fault that we're getting a revised presentation this morning. All right. And again back to that plan. Have a consistent schedule. You should be sending out at least one email. Every week. That's for the average. Basic business operation or whether it's whether it's a ministry or whatever it needs to be at least once a week. Because any longer. And they're going to forget you exist. There is. And the consensus is it depends in and. The only statistics that I have in my head right now aren't really any any business. That would be a political to anybody here in the room. You have to test and. That's everybody. That is being successful with this their testing and their. They're looking at statistics and then testing and see what happens in their own case. So I say a minimum of one email per week. If you are. And every e-mail should have some kind of a call to action. Whether you want them to call or email or buy something. Well for one thing. These these companies that I've listed they're not sending out mass e-mails. They're sending out. You are sending the emails to people who have subscribed to your list. There are people who have set up so that everything goes to the trash. But you're in the minority. So it. You know if. If I were to send you email. And you wanted to get it you would probably have to add me to your contacts to make sure there is called white listing. So that it actually showed up in your inbox not your trash box. But you are. You are very definitely in the minority because most people don't have the time or the interest to set up. How to how to create those filters so that everything is diverted. But you're unusual. Because And and even. You know I'm talking about how how great. Email Marketing is. You have to think in terms of the old mail order direct response. You're going to get about thirty percent if you get thirty percent of the emails that you send out let's say I send out an e-mail today and it's to a thousand people. If thirty percent. I said three hundred people. But if three hundred people. Open the email I'm going to be very happy. And this is just the reality of marketing. In the days when mail order direct mail was at its peak. If a male. If if the marketer could get a two percent response. He mails out selling widgets. And he and two percent of the people that he mailed out. Actually buy a widget. He'd be ecstatic. So ninety eight percent of the people said no two percent bought and the mailorder guy got rich. Email Marketing is very similar except our numbers her a lot of lot lower. If you can get thirty percent to open your email. You're doing good. The thing that keeps it. Viable is that this week thirty percent will open it next week. Some of the people who didn't open it. This week will open it next week. And so on it's everybody's circumstances are constantly shifting. It also has to do with your ability to write headlines. Whether your content tends to be engaging. As a general rule or whether it's boring. Whether it meets their names. There are some people that I open every single email I get that but there's only about three or four of them other than personal contacts. Otherwise I pick and choose I might open one every two or three days still it just depends on who you are who your audience is and how they behave and what they're looking for at least once a week so that at least they see your e-mail come through. However there are some markets. And some situations where you can mail. Three times a day. And they don't care. Nobody's. You know you're going to have a few people unsubscribe but the rest are taking action and buying and. And so on I would not recommend that you try that. Because I don't think anybody in here has that type of business. But this is just to give you some idea of that. That phrase it depends it depends on your business it depends on your your market depends on who the people are on the receiving end. The length of your email is going to vary. Again depending on your market. It might be fifty words. It might be four hundred words. You have to kind of get a sense of what your markets looking for and what works best for them. Yes but hell. Only those who we call it opting in. So they subscribe to my list they opted into the list right. If you send something that. That is unsolicited you've broken the CAN SPAM. Laws and they. If they want to be real pains about it they can complain to the purpose already. If there's enough complaints coming through then there's legal action that has. So yeah. Never never send anything that. That somebody hasn't asked you to send. Which is why. By the way when you wrote down your name on here. You gave me permission to send you an email. So. You know there's various ways to get that permission. Length. Don't write. Don't send you know whole books and chapters and so on I would. I don't think that I would see where a case where four hundred words. More than four hundred words in an email would be appropriate. Keep it short. Chatty with e-commerce if you'll notice. Next time you. You order something online. Look somewhere in the order process and. Usually it's right near where you enter in your email address. There is almost all it's best practices. It's not always there but it's best practice is to have a little box there. This is please send me. Information more information offers. Discounts. Coupons whatever you happen to be offering there. Sometimes you can usually set that little line up so that the box is checked by default and have to actually uncheck it if they don't want to get your e-mail. Sometimes that's the other way around. You will actually get more people signed onto your list though if you have it checked by default. And people who are familiar with this they look for that bill. I look for it all the time If someone to order something I know I'm only ordering it one time because my wife and did all the shopping and decided this is what she wanted and we've never bought from that company and would probably never will again. I click that box I don't want to get flooded with offers and stuff. So that's the best practice. No. You can set it up for e-commerce. It would be just another littles step in setting up the shopping cart. So that it. It says send this email to a Weber for constant contact. Because that email address is actually going to have to go in a couple of different places it's me going to need to go to your fulfillment department. So that if there's a problem. They can email. But it also goes off to your your email list. Management. Your emails. Should have a consistent voice. And that just means that it should sound like the same person is writing them. Every time. It may take a little bit of time for you to settle on the voice of your emails and that's OK but once you have have a particular style of writing and communicating with people try to keep it consistent. And again that editorial calendar if you'll plan out. At least a month ahead. That's only for emails. Going by a one per week schedule. Plan out what those emails are going to be. I prefer Said least six months. So if you plan out. Here's what we're going to do each week. Now it's. It's the first Sunday of the month and you. You know you need to sit down and write for emails all you have to do is look at your editorial calendar and say OK I need to write about this. And then I'm going to write about that and then I'm going to write about that and it. It makes the actual creation session the writing session go really fast. And it helps to be consistent. So you can always mail out on Monday or always mail out on Wednesday whichever day you've decided is is the most effective. Now here's another didn't need thing about these. Company like a web or. You get those emails written and you can load them in and say send on this date. And then you can go on vacation and the e-mails going to get sent. Anyway. And we'll talk about what to write about a little bit later. Take any questions so for you guys been really good about interrupting. I'm all right we get get subscribers how do people find out about your e-mail list your newsletter or any of that other stuff. Social media posts that point back to a landing page. Guest blogging we talked a little bit about this yesterday. If you can find somebody that has a blog. That has something to do. That's relevant to your market. They have people reading their blogs that you would like to have on your list then. Find out if you can write a guest article for their blog you've got to be good. It can't be promotional. But you can typically at the very bottom of your article put a little biographical one hundred fifty words or so. Depends on the on whose blog it is and what their policy is but you can put a little thing in there and says Dave Sharp is is an online marketer. You can find out more about him and David L. sharp comment. And please visit to. You know whatever. Whatever I write what I would do. Personally if I were going to be working on the strategy I would use what we were talking about yesterday about the opt in bait. You guys remember we talked about them. Those of you that weren't there. People are going to just sign up on your email list just because you're nice gay. You need to give them something in return. It doesn't need to be anything fancy or expensive typically the one of the most common things. Is a file an e-book. Maybe five to ten pages. It can be tips. A checklist. Something quick and easy doesn't take a lot of time to put together but people say you know what that information is worth. Me turning over my email address to. And I can always unsubscribe if I want to. So these this little opt in Beit thing is what I would put in in the footer of of a guest blog. Dave's a blogger it. X. Y. Z. dot com And if you're interested in learning more about this particular topic. You can pick up his free book on seven. Tricks that you ought to know to keep your family safe. You know whatever I have and often people will create a a report for this opt in Bait specifically for the audience of that blog that they are guest. Posting for. It's a little unusual you're not. It's going to be. It would be a challenge to generate any income from it but if that's not your goal than than that's not a big deal. OK. But all you have to do is set up Google Analytics. In in there to track the traffic and that will tell you who you are at least where your visitors are coming from and how many you have. So. But if. If you're not trying to monetize the site. There's a lot of Web sites out there like them. You just don't know unless you're looking in the right places most hosting companies and these are the companies that. Where your website lives. The. They have the computers where your website lives. Often have a free. Tracking package called a day of the stats and. If you take some time to learn how to read it it's not easy to read because it's. It's one of those free things. But. You can get some useful information out of it. The best thing to do is actually to set up. Google Analytics on your website. And there's a process. Just go to Google and look at their tutorial on how to do it. You set up the analytics and then you can check into that account. Any time and see who's coming to your website. And what country they've come from what time of the day and a few other little pieces of them from a sion. So you can find out when the hackers from Russia have been hammering your website trying to hack in there. Or you can find out that they were from Russia. You should probably have somebody look at your computer now because there's a good chance they install a virus on there while you were. While they had control of it meant you know. Macs are still vulnerable. That they're not as invulnerable as they used to be. So you know if anybody ever calls you and wants to take control of your computer. Hang up on all right subscribers solo ads. And we're talking about building an email list. So one of the ways that you can build your email list the fastest is to find other people who have an email list. With subscribers like you want. And many many many of these list owners will sell an ad space to you. And they will basically email your add to their list. And so you can build a list of very quickly. Using solo ads and A. It can. It varies. You can pay as little as twenty dollars for a spot. You know to get a to get a a solo ad. You can pay two hundred dollars you can pay more it just depends on the size of the list how much demand it is how often the list has been mailed to ferocity of factors but this is similar to we talked about yesterday you know how Ad Words. Is a good way to get traffic to your website if you have something to sell. You know you need to have some money. Some way of making a sale because Ad Words costs you money to do. Building an e-mail list using soul ads is similar tastes. You're not going to make your money back immediately. But you can. It's a very economical way to do it very quickly rather than waiting for a year to build up to a sizeable list. And if you're interested in in doing this just Google solo ads. Email solo ads. You can also find people that have. That obviously have lists that are similar to what you're wanting to do and you just email him and ask them if they if they ever do solo ads and build. Billy mail you back and let you know yes or no joint ventures. Is a similar situation but. But a little bit different in that. That you and I have similar. Similar people on our email list nice say I'll do I'll email and add to my mind this for you if you'll be male one for me. And so it's kind of a code. Cross. Venture type of thing where we're helping each other out and that happens more than you would think. And where people are willing to if the lists are of equal size in the of of same type of market and so on and it never hurts to ask. Search traffic. We talked a lot about this yesterday. Traffic coming to your website. When you have. If you are going to be working on building an email list. Every page. Should have a way to get the email. Now this is different from the landing page that I was telling you about. But every page on your website there should be a way for somebody to sign up for your email list. There are many ways to do that but this is how you capture that search traffic. Somebody has come in they've landed on your page. That talks about how to raise rabbits and. They are reading the page and then they notice over here you've got a box to sign up for your email newsletter. And they'll go over there and sign up some will. So every person that you can get on your email list. Has some kind of value to you if you are selling products. You can use a rule of thumb that I've talked about yesterday you used a rule of thumb that every name on your email list can be worth one to two dollars per month. So if you've got a five thousand. Name. List. You can do the math. This works really well for those that are selling information products are recommended resources if you're interested in getting into email marketing I would recommend that you pick up this book. Ask. By Ryan love that. It's a relatively new book and I just finished going through a course with Ryan where he went in to really deep detail on this process that he's developed. He has a process for evil marketing. That starts by finding out precisely what his list once. And then providing it for them. So. Anybody who's interested in in making email marketing successful he doesn't talk about auto responders. Or that other type of stuff. You know how to set them up this is strategy for email marketing and. It's very powerful. Copy blogger of course. Boost blog traffic dot com. I recommend that site. John Morrow is very good with headlines and writing. And this is stuff that you talk about social media here in a moment. Why doesn't everybody. Turn around with this media was brought to you by audiotape a Web site dedicated to spreading God's word through free sermon audio. And much more. If you would like to know more about audio. If you'd like to listen more sermon leave the W.W.W. audio first topic or.


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