Let’s talk about online marketing 101: The first rule you MUST know when marketing online.
Online marketing is imperative to the success of an online business. Someone once said, “Ignoring online marketing is like opening a business but not telling anyone.” This statement could not be more true.
It’s no longer a question of “Should I do online marketing?”, but rather, “How do I make sure that I do it effectively?”
With the large amount of information that is available online, consumers have become savvy researchers, who actively engage with content in order to influence their buying decisions.
Research shows that 94% of consumers have done their research online, and have become familiar with your products or services, before they even connect with you.
Let’s dive into the basics of online marketing 101. The end goal of any business is to convert traffic into sales. If you aren’t selling your products or services, your business won’t survive.
There are countless ways of getting traffic online, whether that’s from Google, YouTube, Facebook, Twitter, Instagram, LinkedIn, guest posting, press releases, or elsewhere.
Once you attract people to you, you want to direct them to a sales page, which promotes the product or service that you are offering. A campaign like this is most effective if the product that you are selling is less than $100.
In terms of pricing your product, it will depend on the niche or market that you are in. If it’s business or marketing, and it’s around a topic that helps people achieve a certain result, you can charge more.
However, it can be challenging to charge more than $100 in other niches, like health, fitness, or self-development, because the product or service isn’t targeted around a specific result.
Whether or not your traffic will convert, and who will buy, is dependent on two factors.
THE QUALITY OF THE TRAFFIC
There are three different kinds of traffic – cold, warm, and hot. Cold traffic involves somebody who doesn’t even know who you are. Given that the trust hasn’t been developed yet, they haven’t warmed up to you or your product.
Warm traffic is someone who has already consumed some of your content. They recognize your brand and they have received value from you.
Hot traffic is someone who has already purchased something from you, or has consumed so much of your content that they are really eager to buy.
This is why I’m a big fan of value-added marketing, which involves adding value, upfront, in the form of free videos, articles, a podcast, a guide, or other forms of content.
Adding value is one of the most important strategies that you can utilize in order to acquire and retain more customers, increase awareness of your brand, and differentiate yourself from your competitors.
Bob Hooey said it best – “If you aren’t taking care of your customer, your competitor will.”
Adding value is what turns people from cold, to warm, to hot, which will then make them more inclined to buy one of your products or services.
THE QUALITY OF THE SALES PAGE
The quality of the sales page comes down to the actual offer and the product itself. Do people perceive your product as valuable? Is it worth the cost? Is it adding more value than what you are charging?
In my experience, if you have quality traffic, then regardless of your sales page people are going to buy from you. The buying process will be even smoother if you already have followers and subscribers on your email list.
In this case, you can simply direct them to your sales page because trust has already been established. They have already decided that there is value in following you; so buying is an easy decision for them to make.
The reality is that people do business with people that they know, like, trust and value.
You could have the best product on the market, but if you aren’t generating leads, your business won’t grow. The ability to convert traffic into sales is the first rule you MUST know when marketing online.
If you can master this rule, you will master your online business.