Selling From Your Website

Get Results: internet icons
Get Results: internet icons

Successful selling from your website, requires a plan of action, so that you know what you’re trying to do with each advert, each piece of content, each image, video, graphic. 

Effectively it gives you a strategy, an aim for everything you’re doing, you have direction and structure and purpose. 

Firstly, you’ve got to get people on to your website, from wherever they  currently are, whether that be searching on Google, socialising on Facebook, browsing imagery on Instagram, or consuming content on other websites. 

Get Results: selling on website
Get Results: selling on website

So the question becomes, how do you get people who are minding their own business or searching for something, to want to click through to your website, instead of continuing to do what they’re doing? 

Well, first you have to be in the same location your prospects attention is focused on. If they’re on Google, searching for information, services or products, you’ve got to be there either through Search Engine Optimisation efforts, or Pay Per Click advertising. You need to be on the first page ideally, because most searches don’t extend beyond the first page. 

If they’re on social media, you also need to have a presence there, either in the same groups, or by delivering content that they find interesting, or via paid adverts. 

Secondly, you need to get “noticed”, this means standing out from the crowd in some way, either with eye-catching graphics or attention-grabbing words or copy. 

Once you have them on your site, you must provide what you promised them on your adverts or copy. Don’t mislead them, because they will be annoyed and disappointed and this isn’t good for your brand reputation. Trust takes time to build and seconds to destroy.

Include information that is entertaining, informative, insightful and adds value to the person consuming it. 

Also make sure this content is relevant to what you’re selling. No point providing cute pet videos if your customer is looking for business solutions.

There is no point getting random traffic to your site, you want people who are going to benefit from your services/products, and only them. So keep it relevant to your target market from initial content on social media or in search results through to your website pages. 

Finally you need to have a “call to action”, either getting them to sign up to your newsletter, so you can keep providing value and pitch your service/products, or have a buy now option, where they can purchase directly from you straight away. 

Test different approaches to see what works best for you, but remember people buy based on TRUST, COMPETENCY, CONVENIENCE, RELIABILITY, QUALITY and VALUE FOR MONEY. Selling on the internet is the same as selling face to face, in this respect. 

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For more about website marketing, click here.

 

Get Your Small Business Online

Get Results: online success
Get Results: online success

Small business owners….

If you’re business is not currently online, you’re potentially missing out on lots of business, which is going straight to your competitors.

Is business good? Well it could be so much better with an online presence.

My photography business survives without any passing trade, it’s all done online and of course word of mouth.

It’s not enough to just have a social media profile business page. What if it goes away or get’s hacked. What you need is your own website, a based from which to grow from, that’s your own.

Next you need to be found in search results.

You can still use your social media channels, if you have them, but your website and search is a whole new marketing channel.

Staying as you are is of course an option, after all you’re in your comfort zone. But remember if you do what you have always done, you’ll likely get what you’ve always got. Well that’s not entirely true, because more and more business is being conducted online these days.

You’ve got to be where your potential clients are hanging out. This is online, sure, on social media, but also on Google search. People search for things on Google and other search engines. You have got to be there to be found and you won’t be via Facebook or Instagram.

Appearing in search means..

You need a website (hosting)

You  need to find out what you prospective customers are searching for (keyword research)

You need to have your site optimised for search results (SEO)

You need to fill in the gap between going live and being found in search, through advertising via PPC (Google Adwords)

You can convince yourself that you’re okay with the way things are, that you can manage without the need to go online, but really you’re ignoring all the potential business you’re giving up.

Why settle for okay when things could be great with more business coming through the door?

It’s easy to make excuses, after all they make us feel better about dealing with things as they are.

Here at Get Lasting Results, we call them coping excuses, and while they are justifications for dealing with our current behaviours and allow us to feel better about the way the land currently lays, we can all do better and demand more.

Once you deal with the discomfort of making the initial transition online, you’re there. After the initial effort it gets easier, it becomes part of your normal work routine.

In fact we can hold your hand throughout the whole process, and do it for you, from hosting, keyword research, SEO to PPC.

For more information follow this link (sign up), fill in your email and we’ll get the conversation started.

For more free information about online business, click here.

Online Success Considerations

Get Results: online success
Get Results: online success

I’m asked quite a lot about the requirements for achieving online success, so have done a walk-through of the considerations for achieving online success, so check it out below.

I haven’t elaborated on each of the points, rather I am just trying to highlight considerations, there are other posts on this site that deal with details.

This site isn’t specifically designed around providing information about running an online business, but I have a number of articles about the subject, based on my research and own experience, which are linked to at the end of this post.

This post is designed for people who want online success, to get results with their online business, but are getting, frustrated, puzzled (why is it not working?), feel like giving up, have run out of ideas.

Let’s begin…

Goal

Let’s assume your goal is to achieve online success.

What’s needed to get there, and what is your target? Make sure you have an end goal in mind, before you begin. You can, by all means, have a number of interim goals, that get increasingly bigger, but by having an end goal you will ensure you are fully in alignment, and not deviating on your journey.

i.e. Making an online income of 10k month

Something to sell

Must first have something to sell that is in-demand by prospective customers, and either…

  • Monetise via advertising (bring audience to advertisers)
  • Monetise via sponsorships (bring audience to advertisers)
  • Monetise via selling..
    • Own products/services via…
      • Membership site
      • E-commerce site
        • including professional products or services
          • One to one coaching
          • Done for you services
          • Physical products
          • Digital products
    • Other people’s/businesses products

Traffic

Get large enough audience/traffic volume to make a living from sales/advertising revenue – bigger volume needed on tighter profit margins.

  • Produce and use content to pull prospects to sales channel
    • Allow audience to get to know you
    • Build trust, likeability
      • Add value to them
      • Offer extra help and support
      • Allow them to see you in action
  • Advertising online and offline channels
    • Point all advertising back to content and sales pages
  • Pay affiliates to drive sales
    • Influencers with big audience made up of your customer profiles
  • Get backlinks from other reputable websites
    • Guest posting on other websites and linking back to your site
    • Share graphics or unique content with other  websites with attribution link back to your site
  • Optimise website for SEO, using tags, keywords in content text, internal and external links

Problem identification

i.e. Not getting success online

  • A. Not building volume of traffic to lead pages and then sales pages
    • to social media pages
    • content pages
    • sales pages
  • B. Not enough engagement/interest in content and then products, no free sharing to help in cost of building volume either
  • C. No way of monetising or not effectively monetising off back of content

Analysis

A and B. Is the lack of traffic down to…

  • #1- Quality of content not engaging and building volume (being shared for free)?
  • #2- Not effectively marketing well enough?

#1- Producing the Quality Content

  • Is the subject matter in-demand?
    • If so, by whom?
    • Where is the attention of these people?
    • How can I best reach them?
    • What are their pains/passions/desires?
      • What are they having difficulty with?
      • Where and why are they stuck?
      • How can I help them get unstuck?

Generating content ideas

  • Go to forums, online groups, niche thought leaders and see what is being asked, and become part of that community (commenting, asking questions and adding value by giving insight) – Do this for interaction with the community (marketing) and getting content ideas
  • Check out books in the niche (Amazon) and see what is being written about (table of contents)
  • Check out magazines and publications within the niche to see what is being written about
  • Check mainstream media  to see what is being written/talked about

Is the content good enough?

  • Is it attractive?  Images, text, video
  • Is it interesting? – Valuable, useful, well presented – does it benefit the reader?
  • Am I talented/skilled enough to pull it off (writing skills, video capture/editing skills, speaking skills)
  • Is the content easily digestible (clear, interesting and valuable)?
    • Easy to navigate
    • Links to similar content
    • Well structured
    • Broken into easy to digest paragraphs
    • Good grammar
  • Does it cater for different media preferences?
    • Written,
    • Video,
    • Audio,
    • Images,
    • Graphic models
  • Is it presented from a unique perspective? Not the same as competitors

Are you credible enough?

  • Proven track record
    • Income statements
    • Past prestigious customers
    • Case studies
    • Testimonials and reviews
  • Or Documenting my journey – testing “crash test dummy”
    • Case studies
    • What I’ve done up to now and what I’ve learned
    • Testing ideas
  • Or Collating and commentating on well renown others
    • Talking about other’s ideas
    • Testing what other’s suggest

#2- effective marketing of content – look for low acquisition costs (underpriced attention)

  • Are you using social media effectively (where the prospects attention is focused) to drive traffic to content/sales pages?
    • Facebook
    • Instagram
    • Twitter
    • Snapchat
    • Linkdin
    • Quora
    • Reddit
    • StumbleUpon
    • Google plus
    • Musica.lly app
  • Understand the psychology of these channels, the acceptable code of conduct and make sure you don’t break these.
  • Are there any other marketing channels available to target specific audience that you’re not making use of?
    • Look at niche specific publications, forums, chat groups, to see if any are being advertised, or discussed.

c. Monetising off back of content

  • Is there a service or product to sell at the bottom of your sales funnel?
  • Is the product service valuable (demanded/needed/wanted)?
    • Sell professional services/products (one to one coaching)
    • Via ecommerce or drop ship
    • Via digital media
  • Are there other methods of monetising available for this niche, that can be lucrative enough?
    • Advertising
    • Sponsorship
    • Affiliates

Not getting results

Online failure points

  • Failure to get site ranked high in SERP’s
  • Not enough traffic to website via
    • SEO
      • Optimise for onsite and offsite SEO
    • PPC or social media ads
      • Get to know and understand marketing channels on social media, particularly Facebook, Instagram, Twitter and on Google PPC
    • Backlinking
      • Link wheels
      • Ask for links
      • Make content usable for other bloggers/content creators
    • Content marketing
      • Get content seen on niche specific forums/groups
      • Get content In front of influencers who will freely promote your stuff or you can pay to do so
      • Post on – https://www.quora.com/

Get advert clicks on website

  • Make the offers enticing enough, relevant enough
  • Blend the ads to look like links to other parts of website (posters) so they click on them by accident
  • Have enough ads around content area

Convert visitor’s to subscribers or get customer’s on website

  • Incentivise visitors using content upgrades, free reports, white papers etc
  • Scarcity – make the offer limited (number/timescale)

Get more customers

  • Advertise/add value on channels where prospect attention is focused
  • or where influencers (who can increase your reach) are situated
  • incentivise referrals

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Get More Targeted Leads to Your Website FAST

 

Get Results: Get traffic to your website
Get Results: Get traffic to your website

Think of an advertising system where you can target specific prospective customers based on how they are searching for your services. You can appear to them at the very moment they are looking to buy from suppliers just like you.

You only pay when someone clicks on your advert unlike traditional print media where you pay a fixed fee whether you get leads or not.

Depending on the type of business you have, you can scale up your marketing or narrow it down. You can re-market to visitors that have visited your site without buying so that you increase brand awareness. Research shows that a prospect will interact with your brand at least 7 times before buying.

The advertising platform that does all this is called Google Adwords, otherwise known as pay per click (PPC) advertising.

The importance of being on page one of Google search results

If you’re not on the first page of Google, prospective customers aren’t going to find you. Think about it, do you look beyond the first page of Google search results when you’re looking to buy something on-line? Research shows that most people don’t.

Click through rates vary massively even if you do appear on the first page of the search results, depending on what position you’re listing appears, for instance the first 3 positions on Google get over 60% of all the traffic with the bottom 3 positions getting less than 10%.

In a recent study on the effectiveness of social media as a sales generator compared to PPC and SEO it concluded, “As far as driving on-line sales goes, social media is an astoundingly ineffective channel. If you want to grow your on-line sales, the evidence is clear: SEO and PPC are where you need to invest”

SEO is a long term strategy, simply because it can take months to get a decent listing position, providing you follow the SEO guidelines for onsite and offsite SEO, all of which takes time to put in place. Whereas PPC is immediate, there’s no waiting months to see results. As soon as your adverts get Google approval, they go live. I have had adverts go live within minutes of setting them up.

Quick Tip – Success in Pay Per Click isn’t just about getting your advert displayed as much as possible for the least cost. It’s about getting it in front of good prospects that are interested in buying your product or service. You don’t want to be paying for people who are just looking for information, particularly if your budget is tight or you’re bootstrapping. You don’t want them clicking through your advert and bouncing off your landing page either, ideally you want them to buy if they click through your adverts, or not click at all, if they’re not interested in your product or service. How you achieve this balance is where the magic happens. Focused targeting is the name of the game.

DIY or pay someone else to do it for you?

Now you can learn to do Pay Per Click (PPC) advertising yourself, there’s lots of  free information available out there that takes you through the process. However much of it may be out-of-date, with Google constantly making changes to its system. There is also a lot of mis-information circulating that you should be aware of.

Alternatively you can pay an expert to do it for you, many of which will want a large up-front commitment of £300-£800 to set the system up for you, followed by a minimum contract period. I used a very reputable SEO company to do PPC for me some years ago, and after spending £1000+ I didn’t get a single sale out of it. I still get calls from PPC businesses now that promise the world but don’t ask anything about my business, and without knowing about it and my prospective customer profiles, how can they know who to target?

I decided to learned the system myself from the ground up, and I still use it successfully today because I’ve tested it, tweaked it, and improved it as I’ve gone along. I use it for my own business (not related to this site), and it works for me. I have learned to build on each campaign by split testing, peeling and sticking, dropping poor performing adverts and replacing with new improved versions, in an ever improving spiral. It takes time, I’ve spent lots of money as I’ve gone along but I’ve learned, DOING is the only way to learn in this game.

I highly recommend you try PPC for yourself, it’s made a huge difference to my business. I compete with some of the big UK based experience companies and have consistently ranked higher than them, so it can be done with the right targeting. And with a ROI of well over 300%, it can also be profitable.

Local business campaigns can be effective for as little as a couple of pounds per day, of course if you want a bigger reach you’ll have to employ a bigger budget. Return On Investment is what it’s all about. If you can make £2 for every £1 you spend, than spending £10k a month means you’re making £20k, spending £100k means you’re making £200k, and that’s how you should look at it.

For more about marketing, please check out our Marketing guide.


 

Below is a blog post I did back in 2013, but which was on another website, I thought I would include it here as it has some relevance today.

Get Results: Google Adwords
Get Results: Google Adwords

I have been using Google Adwords for my photography business for 7 years now. Initially I used a third party to execute a campaign for me, but after spending about £1000 without getting a single sale, I decided to cut my losses and end the whole sorry saga.

However in the back of my mind I thought the basic premise of Adwords was a sound one. Your ads appear to anyone searching for your product / service, at the very time they want it. Surely this is one of the best ways to target your customers? So why was my previous experience of Adwords such an expensive disaster? Had I not given it enough time? The company that ran my Adwords campaign thought I should have given it more time, I ran it for approx 4 months. Only when I questioned why I wasn’t getting any conversions did they talked about changing certain aspects of my site to improve performance.

I decided to run my own campaigns and set the whole thing up from scratch. I read a lot of stuff online, and invested in what turned out to be a great book a “Ultimate Guide to Google Ad Words: How To Access 100 Million People in 10 Minutes” by Perry Marshall. which was great at giving me a clearer understanding of the psychology of how Adwords works and then how to develop the campaigns to get better and better results. I read much more after that book but would have to credit it for getting me off to a solid start, so thanks Perry.

Once I had a clearer understanding of the techniques that make the difference between a successful campaign and one that empties your pockets faster than an hole in the bottom of them, I understood why I hadn’t got anything out of my previous attempt. I now get more in voucher sales from my site than I spend on Adwords and with a good chance of up-selling those vouchers once they are redeemed, I find Adwords to be an invaluable sales channel.

The moral being that if your product is suitable for online selling (and not all products are) and if you know your customers have a tendency to look for your service online, which I did, then Adword can be very profitable if you know what you are doing.

So what did I do to change my results, from having no sales to actually making a profit from Adwords? Well first of all I took a close look at my customers. Who was buying what from me? Initially I had Ads selling portraits, with lots of different keywords that included Babies photoshoots, Family photoshoots, Pet photoshoots,  and Mother and Daughter Makeover photoshoots. Once someone clicked on the Ads they were taken to a page that sold vouchers for all of of these photo experiences. The first thing I learned to do was split my business into all the separate experiences  and who the likely buyer of those experiences would be.

Makeover photo shoots – Usually purchased as a gift for friends or relatives, sometimes bought for self, enjoyed by 12 year olds up to middle aged women. Having said that the purchaser is often an husband or boyfriend.

Newborn Baby photo shoots – usually purchased as a gift for friends or relatives, sometimes bought by mother of newborn babies.

I then split these separate experiences into their own campaigns, chose keywords that were relevant to each such as baby photos, newborn photo shoots for the baby campaign, makeover photo shoot for ….guess what …the makeover photo experiences…and so on.

I kept the number of keywords down to about 1-2 per ad group, making sure that each keyword was included in the Advert and again on the landing page, which contained information about just that particular kind of photo experience. What was I doing? I was focusing my Ads towards specific customers who were looking for specific photo experiences. So someone looking for a baby shoot would type in say “baby photo packages” into the search engine, which would trigger my ad to appear on their search results. They would see my headline “Baby Photos just £30” and hopefully would click on it to find out more, they would then go through to see my landing page which would give more information about my baby photo packages. They then have the option to buy a voucher for the package there and then, or give me a call to order one.

This way of structuring my Adwords campaign has helped turn my fortunes around. It sounds like common sense but wasn’t how the so called experts that managed my first campaign had gone about it.

Adwords can work for you but you need to know what you’re doing. I guess that applies to any kind of advertising. I am sure there are many great PPC agents that can execute very good PPC campaigns for you, but only when they understand your business, your products and your customers. If they don’t ask many questions about your business at the start, how can they know enough to give you the best return on your investment. I will be going into my Adwords experience in more detail in future posts.

Summary

Google Adwords can work for local businesses, but you really need to know what your doing, otherwise it can be an expensive waste of time. The key to setting up a successful Adwords campaign is to know your business and focus on each of your product offerings (either individual products or by category depending on the nature of your business) and the type of customer who buys that particular product offering. Focus is the key here. If you are using an agent to do your Adwords campaign for you, make sure they understand your business as well as you know it. Even if you do use an agent to manage your Adwords campaign for you, I would suggest having a basic understanding of how Adwords works, so that you know if your agent is giving you the best service. I would suggest reading “The Ultimate Guide to Google Adwords” by Perry Marshall, it contains everything you need to know at this time. Adwords is ever evolving so you will need to stay ontop of the changes to get the most from the platform.

Hope you found something useful in this one….thanks for stopping by.

Using Keyword Research For Online Marketing of Your Businesss

Get Results: Marketing is about being found
Get Results: Marketing is about being found

This article is about using KEYWORD RESEARCH to understand how customers are finding you, or your competitors on the net. It is a look into the psychology of the people looking for your products or services. Use keyword research to GET RESULTS online.

What is keyword research?

There are a number of tools available online, that allow you to see what people are typing into search engines like Google, when looking to buy from businesses like yours. You can use these keywords to better understand your prospective customers, and apply the same search terms to rank your website, so that it appears at the very moment, prospective customers are looking for a product that you sell. It’s the ultimate in matching supply and demand.

The information is provided to businesses looking to advertise through platforms like Google Adwords, and details things like monthly  search volumes, and estimated cost per click (if you advertise on Adwords). This information can also be used for Search Engine Optimisation purposes, aligning your website with searchers intent, and the good part is it’s FREE traffic.

Remember your website is useless if it doesn’t appear when searchers type in a search query. If your site isn’t optimised for these same search terms, you won’t appear in the search results, which means you won’t get any relevant visitors and customers.

Google Adwords for instant traffic

If you have a new website it can take months for your site to appear in organic search results, depending how competitive your niche is, even if your site is well-optimised.

Using advertising tools like Google Adwords, allows you to rank your site much quicker. In fact, if you know what you’re doing it can be ranking on the first page of the search results, within minutes, but you will have to pay for this rapid success. The cost for which varies, depending on your niche. Let’s look at how keyword research works and what you can learn from it to benefit your business online.  Prices per click can be as low as 30p or be multiple pounds depending on how much money can be made by advertisers. Insurance companies tend to have a CPC of as much as £5-£10. Florists can pay £2-£3 per click.

At that cost, you really don’t want people just looking for information or searching for pretty pictures, clicking on your ad and costing your £2. You only want serious buyers to do so, so you need to focus on keywords that include buying intent.

Let’s look at keyword research for a typical local business, floristry.

Keyword research for florists

“Flowers” is the top searched-for-term, relating to florists, however it is too general, it could include searches for photos of flowers, or for information to identify flowers. There is no buying intent connected to this search term.

“Flower delivery” on the other hand is much more “buying intent” driven. People wouldn’t likely be using this search term unless they were looking to buy flowers or at least, find out information about flower delivery.

You would expect “flower delivery” to have a relatively high cost per click if it were purchase driven, which it does, at £2.81.

Other top search terms include:

  • Rose
  • Orchid
  • Plants
  • Florists
  • Lily
  • Funeral flowers
  • Flowers by post
  • Artificial flowers
  • Flower delivery UK
  • Red rose
  • Mothers day flowers
  • Send flowers

These are the top searched-for keywords. As you can see by this list there are a number of very general searches, which you would expect, with longer tailed searches being used less often. A long tail keyword would use more words, for example “cheap flowers online same day delivery” which had just 10 monthly searches compared to 201000 searches for “flowers”.

Get results; keyword research
Get results; keyword research

If I were a florist, I would use from the list above, only maybe “flower delivery UK”,  and maybe “Mothers day flowers”(if it were coming up to mothers day of course), “Send flowers” seems to be an information gathering search term on the face of it.  All the other terms would be fine to use for Search Engine Optimisation purposes, but not for Pay Per Click advertising, where each click is going to cost you.

If you’re a small business owner, and would like a full list of keywords for your business, please provide your email in the box below and we will get one to you, free of charge. If you’re an entrepreneur, you should try to figure it out yourself, you’ll need it going forward, if you’re intending to keep building businesses.

Please check out our marketing guide.


Below is an article I did back in 2013 regarding Keyword Research which was, at the time on another website, so I thought I’d include it here, as I think it contains some interesting material.

Get Results: Google Adwords
Get Results: Google Adwords

What is Keyword Research

Keyword research can be used in a couple of different contexts, the first would be by a business owner or niche website owner, looking to improve visibility on the internet, so that they appear higher up in search results of popular search engines such as Google and Bing. If you are such as business owner, this would involve finding out what your target market is typing into the major search engines to find the products, services or information that you provide. Once you have these keywords you can use them to optimise your website so that you show up in those very same search results. When I say “optimise your website” I’m talking about writing articles that are centred around those keywords, as well as adding the keywords to your page title, and description.

The second context in which you can use keyword research is when you’re looking to start a website from scratch and want to set it up solely around monetising it around adverts such as Google Adwords (where you are paid if someone clicks on an advert on your website). To do this you look for money keywords, which can be compared to ‘panning for gold’ where you sieve out all the dirt and soil (poor quality keywords) until you are left with little gold nuggets (money keywords).

The golden rules for gold nugget keywords are:

#1 Relevance – keywords relating to niche to attract ‘targeted traffic

#2 Traffic – high traffic volume is best to ensure there is sufficient potential custom.

#3 Competition – low competition is best but not too low as this might be evidence of there not being much of a market.

#4 Commerciality – is the measure of high value keywords.

Keyword research can be done in Google Adwords for free, by simply signing up for an account, alternatively there are a number of software solutions available that will do more in-depth analysis of potential keywords such as Market Samurai which I have used myself in the past.

#1 Relevance

Relevance is important if you’re a business owner and have particular products to sell or already have a website in a particular niche. It is about finding keywords that will attract ‘targeted traffic’ This is traffic that is going to be interested in your offering, and who are likely to buy from you or click on the ads on your site.

If you’re using PPC such as Google Adwords, where you’re paying to drive traffic to your site then Keyword research is vital to make sure you’re not spending money on unnecessary clicks. For example If your selling ‘dog collars’ then you will want to remove keywords such as ‘training’ for instance, because these searchers are not looking to buy dog collars at this time. You can set such keywords as negative keywords in Google Adwords so that when someone types in this negative keyword your advert will not show, and you won’t be charged for an inappropriate click.

You will definitely want to include the word ‘dog’ as a keyword rather than something like pet, otherwise you might find cat searches are included in the results. Using long tail keywords can help qualify searches. for instance ‘buy dog collars’ is likely to qualify potential purchasers rather more than ‘dog collars’ would.

tip – Go to amazon.com and type in keyword, look at books section (relating to your niche), and look at the table of contents, and check some of key terms and add the interesting ones, and do further searches of these ‘semantic’ keywords. This tactic can be used for writing articles and also to find what subjects would be popular to include on your website.

If you fall under the second context of keyword researcher (described above) than relevance doesn’t matter as much because you don’t have a particular product offering. Whatever you make the website about, Google Adwords will match the advert content to your content. In this circumstance you want to make sure you are targeting niches and keywords that have a higher value, see #4 commerciality below for more information about this.

#2 Traffic

It is important to know the difference between “total searches” which are cited in most of the keyword research platforms and the volume of traffic you are likely to actually get on your website should you rank on the first page of the Google SERP results. Below is a table showing the typical breakdown for traffic that is likely in each of the 10 listings on the first page of Google

  • 95-98% of traffic come from 1st page of Google
  • Even if you are #1 you won’t get all the traffic
Google position clicks Traffic per 1000 Incremental Improvement in clicks
1 42% 420 254%
2  12%  120 40%
3 8% 80 39%
4 6% 60 24%
5 5% 50 20%
6 4% 40
7 3% 30

#3 Competition

There are two important measures when looking at the competition for a particular keyword phrase the first is the amount of competition. Ideally look for a lower amount of Google searches ideally less than 30,000 search results for any particular keyword phrase, you can check this by going to www.Google.com and typing in your keyword to see the amount of searches found.

Secondly consider the strength of competition. It’s best to avoid competing with professional websites, that have been around a long time, and that are highly optimised for the particular keyword phrase you are targeting. Also avoid competitor websites that have lots of webpages and a lot of backlinks pointing to them. If the first page on Google or Bing is mainly made up of these kinds of sites you are unlikely to be able to outrank them, so it is better to avoid these competitive keywords phrases altogether. Of course you have little option if you have a particular product offering and these keywords are the ones used by your target market, in this circumstance, where you are unlikely to get a first page listing you may consider PPC (pay per click) advertising to get a first page presence.

#4 Commerciality

The commerciality of a keyword is how much a particular keyword is worth. Google Adwords is a bidding system for keywords and is based on supply and demand. The more demand for a particular keyword the higher the cost per click (CPC) for that keyword. This is a good indicator of how much money is being made on a particular keyword. If an advertiser is paying $10 per click for a keyword it is likely that they are making more than that from their website sales, otherwise they wouldn’t be willing to pay that to Google to drive traffic to their site.

So when your conducting any keyword research keep in mind these golden rules and your more likely to find those golden nuggets.

Check out market Samurai’s explanations below of each of the golden rules. Useful information even if you aren’t considering using their software.

Relevance

Traffic

Competition

Commericality

Promotion

Track your Ranking

Market Samurai is a great tool which saves you valuable time and helps give you a greater insight into your keyword selection. Alternative you can use a free service provided by Google called Google Keyword Planner. You need to sign up for an account to access this online tool, but it’s a great resource. However it’s not as good as Market Samarai in terms of depth and insight. In fact MS uses your Google Keyword planner account to access much of the data needed but is much better at organising it for analysis.

…. hope you found this article useful.

While you’re here, check out my marketing guide.

Using keyword Research within your Online Marketing Strategy

Get results; keyword research
Get results; keyword research

What is Keyword Research

Keyword research can be used in a couple of different contexts, the first would be by a business owner or niche website owner, looking to improve visibility on the internet, so that they appear higher up in search results of popular search engines such as Google and Bing.

If you are such as business owner, this would involve finding out what your target market is typing into the major search engines to find the products, services or information that you provide.

Once you have these keywords you can use them to optimise your website so that you show up in those very same search results. When I say “optimise your website” I’m talking about writing articles that are centred around those keywords, as well as adding the keywords to your page title, and description tags.

The second context in which you can use keyword research is when you’re looking to start a website from scratch and want to monetise it with adverts such as Google Adwords (where you are paid if someone clicks on an advert on your website). This can be compared to ‘panning for gold’ where you sieve out all the dirt and soil (poor quality keywords) until you are left with little gold nuggets (money keywords).

The golden rules for gold nugget keywords are:

#1 Relevance – keywords relating to niche to attract ‘targeted traffic

#2 Traffic – high traffic volume is best to ensure there is sufficient potential custom.

#3 Competition – low competition is best but not too low as this might be evidence of there not being much of a market.

#4 Commerciality – is the measure of high value keywords.

Keyword research can be done in Google Adwords for free, by simply signing up for an account, alternatively there are a number of software solutions available that will do more in-depth analysis of potential keywords such as Market Samurai which I have also used myself in the past.

#1 Relevance

Relevance is important if you’re a business owner and have particular products to sell or already have a website in a particular niche. It is about finding keywords that will attract ‘targeted traffic’ This is traffic that is going to be interested in your offering, and who are likely to buy from you or click on the ads on your site.

If you’re using Pay Per Click (PPC) such as Google Adwords, where you’re paying to drive traffic to your site then Keyword research is vital to make sure you’re not spending money on unnecessary clicks. For example If your selling ‘dog collars’ then you will want to remove keywords such as ‘training’ for instance, because these searchers are not looking to buy dog collars at this time. You can set such keywords as negative keywords in Google Adwords so that when someone types in this negative keyword your advert will not show, and you won’t be charged for an inappropriate click.

You will definitely want to include the word ‘dog’ as a keyword rather than something like “pet”, otherwise you might find “cat” searches are included in the results. Using long tail keywords can help qualify searches. for instance ‘buy dog collars’ is likely to qualify potential purchasers rather more than ‘dog collars’ would.

tip – Go to amazon.com and type in your keyword, look at books section (relating to your niche), and look at the table of contents, and check some of key terms and add the interesting ones, and do further searches of these ‘semantic’ keywords. This tactic can be used for writing articles and also to find what subjects would be popular to include on your website.

If you fall under the second context of keyword researcher (described above) than relevance doesn’t matter as much because you don’t have a particular product offering. Whatever you make the website about, Google Adwords will match the advert content to your content. In this circumstance you want to make sure you are targeting niches and keywords that have a higher value, see #4 commerciality below for more information about this.

#2 Traffic

It is important to know the difference between “total searches” which are cited in most of the keyword research platforms and the volume of traffic you are likely to actually get on your website should you rank on the first page of the Google SERP results. Below is a table showing the typical breakdown for traffic that is likely in each of the 10 listings on the first page of Google

  • 95-98% of traffic come from 1st page of Google
  • Even if you are #1 you won’t get all the traffic
Google position % clicks Traffic per 1000 Incremental Improvement in clicks %
1 42% 420 254%
2 12% 120 40%
3 8% 80 39%
4 6% 60 24%
5 5% 50 20%
6 4% 40
7 3% 30

#3 Competition

There are two important measures when looking at the competition for a particular keyword phrase the first is the amount of competition. Ideally look for a lower amount of Google searches ideally less than 30,000 search results for any particular keyword phrase, you can check this by going to www.Google.com and typing in your keyword to see the amount of searches found.

Secondly consider the strength of competition. It’s best to avoid competing with professional websites, that have been around a long time, and that are highly optimised for the particular keyword phrase you are targeting. Also avoid competitor websites that have lots of webpages and a lot of backlinks pointing to them. If the first page on Google or Bing is mainly made up of these kinds of sites you are unlikely to be able to outrank them, so it is better to avoid these competitive keywords phrases altogether. Of course you have little option if you have a particular product offering and these keywords are the ones used by your target market, in this circumstance, where you are unlikely to get a first page listing you may consider PPC (pay per click) advertising to get a first page presence.

#4 Commerciality

The commerciality of a keyword is how much a particular keyword is worth. Google Adwords is a bidding system for keywords and is based on supply and demand. The more demand for a particular keyword the higher the cost per click (CPC) for that keyword. This is a good indicator of how much money is being made on a particular keyword. If an advertiser is paying $10 per click for a keyword it is likely that they are making more than that from their website sales, otherwise they wouldn’t be willing to pay that to Google to drive traffic to their site.

So when your conducting any keyword research keep in mind these golden rules and your more likely to find those golden nuggets.

Check out market Samurai’s explanations below of each of the golden rules. Useful information even if you aren’t considering using their software.

Relevance

Traffic

Competition

Commericality

Promotion

Track your Ranking

Market Samurai is a great tool which saves you valuable time and helps give you a greater insight into your keyword selection. Check out Market Samurai.

Alternative you can use a free service provided by Google called Google Keyword Planner. You need to sign up for an account to access this online tool, but it’s a great resource. However it’s not as good as Market Samarai in terms of depth and insight. In fact MS uses your Google Keyword planner account to access much of the data needed but is much better at organising it for analysis.

…. hope you found this article useful.

While you’re here, check out my marketing guide.

Writing effective sales letters

Get Results: writing sales letters
Get Results: writing sales letters

Plan your Writing 

The aim of writing a sales letter isn’t to impress the reader with stylish prose, but to present your sales pitch as clearly and logically as possible. Ask yourself, what your product does for the customer:

  • What problems does it solve?
  • How does it do this?
  • How can I prove its benefits?
  • What exactly does the products do?

Make notes, then write a list of the reasons why someone should buy your products. Use this list to form the spine of your writing and provide a seductive sequence of emotional and logical reasons why your readers should say “yes”.

Know who your customers are

It is critically important to understand who your customers are and who you are writing to, so that you can gauge how to pitch your words. You need to understand your customers motivations, what makes them happy, what makes them angry or fearful and what aspects of their life they want to improve, what they want to gain or avoid. The psychological triggers that make people buy are based on either

  • Logical motivations e.g. saving time, money or improving how they perform a task
  • Emotional feelings e.g. being more successful, popular or wealthy

When structuring your writing you need to identify how you can appeal to both these triggers.

  • How can you make the reader feel that buying your product will make them more popular or successful?
  • What are the practical reasons why it will be money well spent?

If you’re able to satisfy both triggers your writing will be able to tap into the powerful mental process that motivates people into buying products and services.

know the difference between your products benefits and features

knowing the difference between benefits and features will help you to aim your communication at the core issue in your customers mind, the underlying need or want, which will leverage your message to give maximum impact and move your customer into buying mode. Product features are simply the characteristic of a product, the things the product actually does or has, The features of a car might be having

  • air conditioning as standard.
  • economical on fuel
  • having Rolls Royce branding
  • anti lock brakes or ABS

while these are important to mention, they are simply the “means to the end ” they aren’t the underlying reason a customer buys. Using the feature list above we can identify the benefits:

  • Having ‘air conditioning as standard’ means being comfortable even on very hot and sunny days (comfort)
  • Being ‘economical on fuel’ means keeping more of your money to enjoy on the things that are important to you (enjoying more wealth)
  • Having “Rolls Royce branding ‘ means looking successful and wealthy (prestige)
  • Having ‘anti lock brakes or ABS’, means you and your loved ones are safer when you’re out on the road (safety)

A handy trick to find the benefits, is to add the phrase “which means…” to the end of each feature. The benefits from the list above are comfort, prestige, greater wealth, safety and security, and by highlighting the benefits, you are giving prospects a reason to want what you have to offer. So having done this preparation lets get on with how to structure your writing.

Structure – AIDA 

Attention – the headline  

In basic terms, your headline should clearly promise a benefit the reader will gain. This could be the promise of valuable information, how your product can solve a problem or how you can enrich the reader’s life.

“On average, five times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money.” – David Ogilvy

You might be a copywriting genius, and composed a sales letter that can sell ice to eskimos. But if you can’t pull the reader into your writing then your compelling copy will merely be a waste of words.

Whether on the cover of a magazine, in a sales letter or on a web page, headlines are the most important element of persuasive writing. It’s your headline’s job to hook readers with the promise of a tasty reward that will reel them into devouring your copy. So let’s be clear: your headline must be able to attract the reader’s interest if your writing is going to have a chance of selling your product

“If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can’t save an ad with a poor headline.” – John Caples

Interest = benefit + curiosity

People are, by nature, motivated by pursuing their own objectives in life and what can benefit them personally. So they’ll only read your copy if they think there’s something in it for them.

This means your headline needs to offer the promise of a benefit the reader will gain from reading what you have to say. People are also curious, and headlines should feed on people’s curiosity by hinting at the benefits your writing offers. So whether it’s the promise of valuable information, solving a problem or a full proof money making scheme, your headline needs to offer the promise of a benefit and build curiosity if you’re going to reel in readers.

You’ll need to write as many benefit and curiosity laden headlines as you can. Some copywriters will write out over 100 before they settle on one they’re happy to use to bait their sales letter.

After you’ve settled on a winner, you can use your second and third choices as subheads to break up your copy and highlight your argument’s key points. A few headline ideas to get you started. Here are a few tried and tested headline formulas you can adapt:

  • Make a bold promise with a guarantee e.g. ‘Play the Piano in Seven Days or Your Money Back’
  • Provoke curiosity with a question e.g. ‘Do You Make These Mistakes in English?’ (Maxwell Sackheim)
  • Explain clearly what benefit your offering e.g. ‘How to Win Friends and Influence People’ (Dale Carnegie)
  • Use a strong verb and a commanding tone of voice to suggest what action the reader can take e.g. ‘Win At Poker With These Strategies Used By The Pros’
  • Make a bold attention grabbing statement e.g. ‘Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks And Slices…And Can Slash Up To 10 Strokes From Your Game Almost Overnight!’ (John Carlton)
  • Make a no frills news announcement e.g. ‘New Dimoxnyl Hair Tonic Grows Back Your Hair and Youthful Looks Overnight!’

Interest – the problem

After you’ve pulled the reader into your writing, you need to continue building interest in the promise you’ve already made.

This means stirring up the reader’s emotions, and poking at the pain you’ve offered to cure. Start by using emotive language to describe the reader’s problem. Create an image in the reader’s mind of the annoyances, inconveniences and shear pain the problem causes them in daily life.

You could open with stats and figures to show how the problem is more common than the reader might think. This can also help to create a sense of inclusion and to build the reader’s confidence that you know what you’re writing about. Describe how you or someone you know has had to cope with the problem . This will help to build a bond with them and a sense of empathy for their plight.

After you’ve finished stirring up the reader’s emotions, make a compelling promise of the tonic you have to sooth their pain and to entice their curiosity into reading further.

Desire – the solution

Now that you’ve created interest, you need to make good on your promises by explaining why your product is the answer to the reader’s problem. Work through the list of benefits you composed in earlier, Describe the emotional and logical rewards the reader can gain from your product.

Use the power of storytelling to describe how your product has improved someone’s life, such as saving them time, money or making them more successful. Heap benefit onto benefit, and provide logical reasons why they should buy what you’re selling, and why it’s superior to the other options available.

Explain the reasons why they need your product in a logical, rational sequence. And provide evidence, whenever possible, to add concrete to your claims. Remember that readers need logic to backup their emotional impulses.

When you’ve finished explaining all the benefits, provide the social proof of your offer with testimonials, stats and real world examples. And when you think your reader is wavering, throw a guarantee onto the pile to tip their  indecisiveness in your favour. A limited time offer or money back guarantee might seem like cutting your profits. But guarantees are a powerful way of removing the sense of risk the reader might have that’s stopping them clicking on ‘buy’. Whilst you might receive a few refund requests, the number of additional sales you can attract with a guarantee should keep the bean counter weighed in your favour.

Action – telling the reader what to do next

After you’ve built the reader’s excitement about the rewards to be gained if they just say ‘yes’, you need to clearly tell them exactly what to do next. Whether it’s entering their email address, calling your sales team or buying that instant, make sure you tell the reader what to do if they want to reap the benefits you’ve promised.

Finally, you could end your sales letter or web page with a postscript (abbreviated to P.S.), thought to be the most read part of a sales letter after the headline. You can use the postscript to restate your offer, remind the reader you’re on their side and to add an additional benefit if they respond today (such as a discount or free eBook).

So, that’s the AIDA principle used by professional copywriters to structure their sales letters and web pages. The way in which it uses psychology to appeal to people’s personal motives makes it a powerful tool indeed. So use it wisely and responsibly.

How to Write Sales Letters that Sell is a great book for further reading on the subject of writing sales letters. Please be aware that all the books I recommend are books I have read myself. Although this link is my affiliate link, meaning I get paid a commission if you click through and buy, I only feature great books, that I believe, you will find interesting and offer great value for money. If you do click through and buy something from Amazon, let me thank you for your support.

Thanks for dropping by, hope you found the blog interesting..