Chapter III: The Top 5 Elements of a Successful Internet Marketing Campaign

Making money over the internet with your business is not a rocket science, but you must definitely know what you are doing, and do it right.

The Top 5 Elements of a Successful Internet Marketing Campaign are:

Element #1: Having a good product or service to sell
Element #2: Optimizing your website for maximum conversions
Element #3: Traffic Generation
Element #4: Tracking
Element #5: Customer Relationship Management
Element #1: Having a good product or service to sell.

The first and foremost important point to keep in mind while going for internet marketing is to have a product or service that caters to the needs of the people. Its qualities and features should meet their requirements.

Having an excellent “problem solving” product enhances the chances of success for your business. People need to feel that all their problems can be duly satisfied after purchasing your product.

The following points can enhance the value of your product when offered to people-

Satisfy their needs:
The most important quality of a good product is that it should be able to cater to the needs and requirements of the people. They should develop a feeling that it has been designed only to satisfy them.

The qualities and attributes of a successful product rests in effectively solving the problems of customers. Its price, availability and demand are all connected to satisfying the requirements of customers.

For a smooth and proper business function, the needs of your customers should be properly solved.

 Authentic link between your sales page and product content:
A general saying goes like this “First impression is the last impression”. In business context also, that saying is equally important.

There should be a clear connection with what you say, and what customers end up receiving.

The sales page is the first impression that gets the maximum viewership for your product. Keep in mind that only relevant and authentic information should be depicted on your sales page.

If there is some deviation between your sales page and product content, a negative image gets transmitted, and your business heads for a topsy-turvy, flip flop.

Get Personal:
A good product should be able to establish a personal bond of trust and faith with its customers.

When people feel connected to your product, they become brand loyal, and provide a positive word of mouth review.

The ultimate goal of your product should be to satisfy the unheard needs and wants of the customer.

It should be designed in a way to increase the level of brand awareness, along with gauging monetary benefits.

When the customers feel a connection with your product, they give a favorable word of mouth review and ensures brand recognition at minimal cost.

Stand by your commitment:
An effective and profit yielding product’s most important feature is its ability to stand by the promise that was made to customers. For decades, businesses have adopted this without any changes or modifications.

By focusing on your pre-made promise, it becomes convenient to address the issues of customers. Many business houses have failed to deliver as per the promise, and the results have been disastrous.

Remember, the easiest way to lose the customer is by giving fake promises. Stand by your words to enjoy success in every aspect of business.

Genuine testimonials hold the key to success:
Results that have the proof attached are the most eye-catching features for each and every product.

By showing authentic and bankable reviews, the chances of your product’s success gets multiplied easily.

When people read about the experiences, don’t give them a fake picture of what your product never delivered. Testimonials attract the attention of viewers, but if not authentic, end up giving disastrous results.

Be authentic and genuine to beat your competitors in every regard.

Be unique and creative:
In today’s high-tech scenario, creativity holds a great deal of relevance for all companies.

Whether you offer a product or you belong to the service sector, you always need to get people’s interest by offering them something lucrative.

Creativity is not restricted to making subtle changes in the product. It can be used in your store design, in your way of advertising, how you promote your product, etc. Remember, being unique is far better than being monotonous and boring.

Being monotonous has been the habit of the losers. Highlight your offering by being different from the others.

Consistency – your key to success:
Change is the essence of life. This saying holds true to some extent, but, in the case of a product, consistency cannot be compromised in any respect. Efforts must be made to be as authentic as possible.

Being consistent forges a strong relation with your customers. It gives them a feeling of satisfaction that fuels the purchase decision.

Major business houses have their focus on providing a consistent, quality product designed to get the customer’s attention.

Foster effective Connections:
The product you are selling should be able to make its audience connect to it.

People should be able to relate themselves to your product, and should become a part of your organization’s success.

Design your product or your store in such a way that it attracts people to visit it quite often. The key lies in thoroughly understanding their aspirations and your competitors’ strategies, and use them toward your advantage.

To be a huge success, generate the feeling of connectivity amongst your customer base.

Be Customer-Centric:
The saying “Customer is the King”, holds a great deal of validity for all types of products and businesses.

Its features, price, cost-effectiveness, problem solving approach, etc., should be focused on the customer.

Many businesses make the mistake of giving extra importance to promotion, advertising and other related activities. It should always be kept in mind that your product is their first impression, and it should not become the last.

By making the customer adapt to your product, you will be able to hold on to them for an extended period of time and foster success for you brand.

Affordable price:
Pricing is the most important and time consuming decision every business owner has to make.

An effective and attractive pricing strategy is very essential for catering effectively to your targeted customer base.

Over-pricing, as well as Under-pricing are both roadblocks to the success of your product. By having a price that is affordable and convenient, the customers feel connected and stand with you in the long run.

Price has always been a debatable issue for the customers. Always remember, all of them will not be satisfied, so don’t run after them without a reason.

Element #2: Optimizing your website for maximum conversions.
Your website plays the most important role in designing a lucrative Internet marketing plan.

To generate more revenue, website performance is a prime aspect you have to focus on. Optimization is not that easy, so you need to analyze your website timely to enhance the functionality of your business.

Numerous businesses are utilizing internet marketing to drive more traffic for their website. Conversion rates depend on the types of websites you have. Your website may be designed to gather leads, make a sale or for the sign-up process.

So the conversion rate will vary accordingly.
Here is a step by step process to optimize your website for maximum conversions.
1. User Experience
2. Writing Good Content
3. Writing Hypnotizing Sales Copies
4. Having a Lead Generation System
5. Strategic Monetization

1. User Experience:
To provide a great user experience to your users, you need to create an engaging website. Your home page is the supreme point of contact that allows you to depict complete information in a stream lined manner.

Optimizing user experience is a method of exploring, planning, implementation, computation and repetition. It also improves user satisfaction and relegates the cost of development, redesigning, support and documentation.

While optimization your website, you can-

1 Explain what you do on your “About Us” page with a mission statement.
2 Include a video on your website about your product or just an introduction as per the requirement to hold your audience.
3 Include a site search box to make searching easy for your visitors.
4 Add unique product information to your website by giving a description with a personal touch.
5 Use consistent formatting so that visitors will be able to find out the information they need.
6 Structured navigation allows your audience to look for the pages in which they are interested.
7 Add social interaction as well, where the user can easily share the content on social media.

 Writing good content:
Writing good content is very important for attracting the attention of your visitors. The content that you show on your website is very essential and should represent the exact needs of the audience.

Writing good and authentic content ensures that you’ll get high rankings in the search engines, and you’ll get good exposure to increase your customer base.

The below mentioned points are very essential and useful for each and every business:
1 Write original content.
2 Let your content carve a niche for itself.
3 Have strong and precise headlines.
4 Never over-speak.
5 Solve their problems instead of enhancing them.

All these above mentioned points will ensure that you are able to get maximum readability for your website, and consequently increase the share of profits.

 Writing hypnotizing sales copy:
Sales copy has the potential to get you from Rags to Riches. A sound, pin-point accurate and specifically designed sales copy enhances the chances of success for your product.

The sales copy acts as a perfect description for your product, crossing the barriers of geographical location. It gives you access to multiple streams of customers, and enables your product to reach the right place at the right time to solve the problems of customers.

The following points help you to add that extra advantage and make your sales copy more appealing:
1 Have an Eye-Catching headline.
2 Be specific and to the point.
3 Have a strong call to action attached.
4 Focus on solving customer’s problems.
5 Promise only what you can deliver.

By keeping in mind the above mentioned points, you will be able to craft a compelling sales copy, and ensure your product becomes a great success.

 Strategic Monetization:
To get better results, you can go through these tools that will help you a lot in monetizing your website:

a) A/B Testing: A/B testing allows you to collect website data that displays various versions of a webpage so that you will be able to know which one can achieve your desired results.

b) Heat-map: A Heat-map is a 2-D graphical representation of data where values are defined by colors so your audience can figure out and evaluate complex data sets.

It provides you complete information about your visitors. It summaries for you which part of your webpage is active or not. Crazy Egg is a popular Heat-map tool.

c) Paid Advertising: To drive more traffic toward your website, you can use paid advertisement such as PPC (Pay per Click), CPM (Cost Per mile), and CPA (Cost per Action). Paid Advertisement gives your business immediate and consistent traffic with targeted ads.

 Having a lead generation System:
Generating leads is a great way to increase your database. Auto-responders help you to get the leads in your list such as AWeber, Get Response, and Mail Chimp.

Auto-responders improve your branding and personalization, Delivers mail directly in your audience’s inbox, it’s easy to organize and use, and establishes a relationship with Potential Customers. Create Opt-in forms for your website to get more leads. Motivate them to fill in that form with a giveaway.

You can include an opt-in form on your about page, landing pages, free download pages, sidebars, end of blog posts, header and footer. You can also use the dreaded light box Pop-up window.

By following these points in a simple manner, businesses can enable themselves to increase their earnings in a slow and gradual manner. If they are followed with the correct approach, they can ensure that all your efforts get directed in the correct direction, and you attain success in the long run.

Element #3: Traffic Generation.
The one thing you have to have in your mind about traffic is “Testing”. Yeah, you just need to test.

There is no such thing as the perfect traffic. No one online can guarantee you results because the success of any type of offer depends on many factors at the same time. It depends on:

1 The image you use in your ad
2 The text you use in the ad
3 The country you are targeting
4 The language you are targeting
5 The age of the people you are targeting
6 The gender of the people you are targeting
7 The time of year
8 The traffic source
9 How hot your topic is online

And many more
So, for that reason it is always better to test.

This is something completely logical. You won’t have a lot of success if you decide to send 1,000,000 clicks for $10 per offer when you don’t know where in the world that traffic is coming from.

 Free vs Paid Traffic
There are two ways to get traffic. You can get it for free or you can pay to get it.

Paid or free traffic does not tell you the quality of the traffic. Of course you can get high quality traffic a lot easier if you pay for it. But you can still get really high quality traffic for free, if you know how to do it.

I can spend the whole day talking about all the traffic sources you can use to advertise online but I won’t waste your time on that.

I will give you principles, so you can judge for yourself which traffic channel to use. It’s a lot easier doing it that way instead of giving you a list of 100 ways to drive traffic to your website.

For that reason the following 3 principles will tell you where to turn once you decide to get traffic of really high quality.

Principle #1: The Traffic should be Niche Related.
You have to make sure the people you are going to advertise to, are actually interested in your topic.

SEO or search engine traffic consists of getting traffic from search engines. You build a website, write a lot of content relevant to your offer, optimize that website with an endless number of optimization techniques, and then after a few months or so, some of your webpages will start getting at the top of the search engines once people search for a term related to your content.

Then, when they decide to enter your website, they see your offer somewhere on the page and decide to go and visit it.

That’s a basic example of this type of traffic. It is niche related because people are performing a search with a keyword related to your website and your offer.

But the process of getting at the top of the search engines like Google (which is the one most used) is really hard.

People call this type of traffic FREE traffic, but it is not. If you are not an expert on optimization you are lost, and if you have to pay someone to do it for a monthly fee, it’s not free.
It is high converting, yes. SEO Traffic is amazingly great.

PPC is also an awesome way to get this type of traffic. There are various places that offer Search Engine traffic by paying per click.

The most common places are Google AdWords, Yahoo Advertising, and Bing Ads

They place relevant ads right at the top of the search engines once people search for a term, so this is a really nice, easy way to get to the top; however, it can get really expensive.

You just need to test it with some money and see what you get. As I told you, testing is important; PPC gets expensive if you don’t know what you are doing and decide to get as many clicks as possible without making some changes to your ad.

There are other places where you can get Niche targeted traffic in the form of PPC. Those places are Facebook Advertising, Twitter, LinkedIn, and 7Search.

These sources of traffic have different ways to set up traffic campaigns. Some of them may ask you for keywords, others might ask you to target by interest, and some others may ask you to pick categories, etc.

Another really awesome way to enjoy this type of traffic is with Solo Ads, which simply is finding someone with a large email list and having them send your email to his contact list.

This is absolutely awesome because the owner of the list will tell you what topic his list has been built for. That way, you will be doing with his list something you will do with your own list: approaching people highly engaged in the same topic of your product or service. This is just absolutely high quality traffic.

Another really high quality way to get niche related traffic is by posting on niche related forums and blogs.

Yeah, you can google something like diabetes forums, or diabetes blogs. If you decide to go for a forum, you probably will need to register first. Then you start browsing around searching for a topic you know the most about, and then comment something of great value to the readers.

For blog commenting you can do the same, but you don’t have to create an account in the blog in order to post your opinion.

The way to get traffic to your page is by placing your website URL on any place allowed by the forum or blog owner.

For forums you must be sure to follow his rules. Most of the time, they are shown in the registration process.

For blog commenting, if they give you the option to place your website while you are commenting, it means you are able to place a link, which will usually be hyperlinked in your name.

Remember, always post or comment something of value to everyone. That will help your post or comment get approved and people will definitely take a look at your website to get more valuable information from you.

Principle #2: The Traffic should be Country or even City oriented
This is something extremely important when talking about collecting leads for your business.

Maybe you are planning to launch a brand new service or a special offer for people from the United States or from a city in particular.

Maybe you would like to see how people from Latin America can actually be a great audience to target your product or services.

Your business can go international without having to build a physical shopping place in any country or city in particular, and you can track their interaction with your products and services by building a segmented list of people from that country or city.

So, it is very important that you come up with a traffic source that can give you the option of targeting the specific countries and cities of your choice.

SEO is not that great with this because you just get traffic from whatever country is interested in your topic, but PPC service providers can easily provide you with this principle.

PPC is so amazing because it is like you are in a High Quality Shopping Mall, you just grab exactly what you need and pay for it, it’s as simple as that.

You pick the topics or submit the keywords, you pick the countries and even the cities and you can even pick a town, which is possible with Facebook.

With Solo Ads you will only know where the traffic is coming if you ask the list owner about it. You can ask him to send you a screenshot. That’s something very easy to know if he is actually using a High Quality Autoresponder Service.

Principle #3: The traffic should have demographic choices
It is highly imperative that the traffic source has as many demographic choices as possible; let me tell you why.

Every single need among human beings is segmented by audience. Therefore, every product is segmented by audiences too. The same exact thing happens online.

There are some products that are oriented to satisfy needs for women. Others are for men, others are for kids, others are for teenagers and others are for adults.

For that reason, traffic should also be segmented like that.

It’s just not good trying to send 1,000,000 people to an offer and hope for the best. You have to make sure what audience your offer has been created for, and then you need to identify as many characteristics of this audience as you can.

A really good way to do this is by searching on Google for a term like Diabetes. Then, take the top page, which will probably be talking just about diabetes.

Then, you can go to Alexa.com or Quantcast.com, analyze those websites, and you will have a really cool vision of the audience that is directly related to your topic.

Now, you just need to look at those traffic websites that offer you as many demographic options as possible.

It is impossible to do this with SEO. Because once again, you can’t control who enters to your website, but you still can use that information to know more about your direct audience.

PPC is the greatest solution for this because, besides topic and country, you can also choose from: gender, age, language, behaviors, and several more demographic choices.

Solo ads can’t let you decide this, either. You are lucky if your Solo ad provider can tell you about the demographics of each one on his list, because it is really hard to tell that from an autoresponder service.

With all this being said, I want to save you a lot of research and keep you from going crazy trying to figure out where to turn to get the highest quality traffic ever.

Buddy, one of the highest quality traffic sources ever, and one of the most used traffic sources of all internet marketers is Facebook Ads.
Yeah, that’s right, Facebook is the largest social media platform on the planet.

Everybody is on Facebook, and there is a huge probability that any audience that you would ever try to target is there, too.

Facebook has an unbelievable flexibility when talking about demographics. You can even target places from the smallest town to the largest city if you want, it’s just amazing.

With Facebook Ads you can guarantee that all 3 principles come together: Niche Related Traffic, Country and City oriented Traffic, and endless Demographic traffic choices.

It is true that there are a lot of other places you can get traffic applying those 3 principles. Social Media platforms are the specialist on that kind of traffic, but the largest one is Facebook.

The great miracle of the internet is that you can take on as much high quality traffic as you want. You now know the principles. You just need to go and search for the traffic sources and judge for yourself before using it.

Element #4: Tracking.
Tracking is extremely important for absolutely any internet marketing task.
If you would like to reduce costs and significantly increase productivity you have to track everything you do online.

When marketing online, you will need to be tracking 2 general segments, and according to the results of those 2 general segments you will have to make 3 wise decisions.

The first thing you must track is how well your lead generation system is converting. And the second thing you have to track is how well your sales pages are converting.

The 1st wise decision you must make is about altering or changing your lead generation system, the 2nd wise decision you must make is about altering or changing the traffic source you are using, and the 3rd wise decision you must make is about altering or changing the sales page’s content.

Lead Generation Tracking
When building your list, you will need to be tracking 2 things: the first thing you must track is how well your squeeze page is converting. And the second thing you have to track is the traffic source you are using.

There are all kinds of awesome tracking tools you can use for this, but I really don’t want to get too technical on it.

You really don’t have to immerse yourself into the complicated website traffic tracking and the opt-in conversion tracking worlds in order to set up a reliable tracking strategy when building your list.

You just need to take it easy and use the simple tools.
Yeah that’s right.

And for that, we are going to use, your Autoresponder service provider. It will track your results.

Yes that’s right. I won’t send you to some other website to spend money for this.
Once you have created the Opt-in box for your squeeze page, you will see it listed there in the sign up form area.

And what you see right there is a lot of useful information.
You will see the name of the opt-in form, the views or displays, “filled-ins” or submissions and the Conversion Rate.

This is all you need to track your squeeze page conversion and traffic sources.
Let me tell you how.

Right here you can see 3 Lead Generation Tracking Strategies.
As you can see, I have created several opt-in boxes and all of them are created to collect leads for the exact same list.

I used the Name of the Opt-in form to identify the Traffic Source
The views refers to how many times the opt-in box has been shown since you installed it on your squeeze page, this will then mean how many people have visited your squeeze page.

The same clicks you see on the traffic service you have decided to use should be the same displays shown here.

The “filled-ins” are the leads generated from the views. And the conversion rate will tell you how well that traffic source and that squeeze page work together.

The higher the conversion rate the better.

The Conversion Rate will be the guide you will use to make the first 2 wise decisions: altering or changing your squeeze page, and altering or changing the traffic source.

I used several traffic sources for this. For each campaign I created several Squeeze Pages to see which one converted the best. So I cloned the exact same opt-in box and installed it on different squeeze pages and tracked each and every one of them.

This way, you can compare which Squeeze Page converted the best, and keep using that one for further testing.

A high converting squeeze page and traffic source will have a success rate from 30% to 50%. We advise you to avoid cheap traffic in order to look for high quality leads for your business.

Cheap traffic hardly converts. What cheap traffic does is kill your squeeze page conversion rate.

Remember you must track your squeeze page and your traffic source.
They have to work together.

Do not trash a squeeze page until you have tested it on several traffic sources.

Testing always takes some money. Once you have reached the sweet spot, you will be able to collect as many high quality leads as you want with an extremely low investment by just increasing your budget on something that you know works awesome already.

All that money you have invested will come back again, real quick and then you will be able to make a lot of free money in the future from the same leads you have collected before, plus the new ones.

List building is just amazing.
Some very important advice for you is that once you have installed your opt-in box on your squeeze page, you must test it, first. Just visit your squeeze page, put in your name and email, check your email, look for the confirmation email and click on the confirmation link, and also look on your auto responder service if you are in the list, as well.

Also check in the sign up form area to make sure that the display and submission appears there. Then, after you make sure everything is perfectly connected, avoid revisiting your squeeze page.

Do not visit your own squeeze page URLs. Because this will also be shown in the sign up form area statistics. That will mess up the tracking strategy completely because you will be creating fake additional views.

Tracking Sales:
The way to track sales is exactly the same as tracking optins, we will also be using your autoresponder service for it, but there will be fewer things to look at.

Besides creating optin boxes for subscribers, you will also be creating optin boxes for buyers, so you can have them on a separate list of contacts.

Once you have created the Opt-in box for the Buyers list you will see it listed there in the sign up form area.

The only 2 things you have to care about the most here is on the Views and the Filled-ins.

The two numbers should be exactly the same, because every buyer that visits the buyers optin box after payment, they will want to get access to their purchase, and that will happen once they leave their contact details in the buyers optin box.

Therefore, these two numbers, especially the number of filled-ins will tell you the number of sales.

And how can you know how well your Sales Page is converting?
That’s very easy too.

First of all, let’s take the number of submissions from the two different lists. Let’s say the Free Optins are 129, the Buyers are 37.

To calculate the Sales Page Conversion Rate: you first take the number of buyers (37) and divide it by the number of free optins (129) and this will give you a value. You will take the first 2 numbers after the dot. In this case it is 28, and that will be the Conversion Rate Percentage.

At this point, you already know the squeeze page and traffic source work just great.

Here the most important value to consider, as well, is the Conversion Rate.
A high converting front end sales page will have a success rate of no less than 10%. But it will depend on the price of the product and on several other factors. 1% will be lowest good value.

But this may vary, it all depends on your profits. Profit or net income generally implies total revenue minus total expenses. So if a conversion rate of 1% covers your traffic expenses and get you an important profit margin then that’s awesome.

That conversion rate and the profit margin will help you make the 3rd wise decision which is altering or changing the sales page’s content.
And that’s how you track.

Element #5: Customer Relationship Management.
Relationships are the key to success in every business. Customer relationship management, as the name suggests, refers to efforts made by businesses to maintain long term productive relationships with their customer base. Many efforts have been made to ensure growth through effective CRM strategies.

With the advent of technological advances, it has become very easy for businesses to keep a track of their customers. All they need to do is to find out their requirements, and satisfy them in order to retain them in the long run.

The below mentioned points will enable you to maintain healthy relations with your customers, and ensure your efforts get their due worth-

Stay focused and consistent:
The most important rule that companies need to keep in mind is that CRM activities are not simple implementations of technology. They require proper attention, as well as a planned and educated approach for their success.

Companies need to be focused on their CRM activities in the right manner. They have to employ the correct people because maintaining relations is not every person’s cup of tea.

Consistency is the key to success for all CRM activities. When you ensure regular contacts with your customer base, you remain fresh in their minds. This enhances your brand engagement efforts, and facilitates business success.
ü Keep it simple:

Simplicity is the most important thing that businesses fail to look upon. They get expensive software, high-end techniques and other expertise that are not easily understandable by their employees.

By meaning simple, it implies that CRM efforts should not go beyond the level of your employees. Until they are be able to understand them, they will not be able to use them for your benefit.

Remember, when you integrate CRM into a company’s daily life, the CRM tool is only as good as the people using it. Success is directly proportional to how your employees understand the CRM process and techniques.

Focus on your target market:
Focusing on your target market gives you a clear cut idea of how to go about addressing the needs and requirements of the customers. Marketing efforts get channeled in the right direction for better growth.

By having strategies designed for your target market, you can have a proper flowchart that helps you to stay in touch with customers, thereby ensuring their problem solving in an apt manner.

CRM activities get duly assisted when you are able to find out exactly to whom you need to cater. While designing customer attainment policies, have a correct idea of how to go about catering to their needs effectively.

Analyze your competition:
Competition analysis is the best way to develop good CRM strategies. If you know exactly what drawbacks or grey areas your competitors have, you can identify it, learn to do it better and use that strategy to outperform your competition.

By analyzing your competitors, you get complete information about the strategies that they are following. This information is great help for businesses that want to beat the competition with minimal efforts.

Analysis of the competition also helps you to devise the best policies for attracting and retaining customers for your business. It also provides a framework for attaining the overall growth objectives.

Make proper use of Technology:
In today’s high tech scenario, technological advancements have provided a great stepping stone for attaining success for your business. No particular enterprise can think of achieving targets without the help of technology.

With proper use of technology, you can make a proper data base of all your customers since the beginning of your business. All their details can be saved for future reference and used at any point in time.

With the proper use of CRM software, you can manage tons of data with less efforts. It enhances your growth prospects as customers feel connected to you, and ultimately, ensures repeat purchase to satisfy their needs.

Make CRM activities mutually beneficial:
With the emergence of numerous CRM techniques, businesses have faced a problem of having too many choices. They do not know what’s best for them, and as a result, they end up choosing something that is not suited to them.

Making them mutually beneficial means that customers, as well as businesses should get equal benefits from their implementation. CRM strategies should not be confined to business houses only.

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