It Pays To Pay For Pay-Per-Click

I’m going to scare a few people with this title – but it needs to be said. Pay-per-click advertising (in short known as PPC), is one of the most effective, efficient, and fastest ways to authentically add more leads to your list.

I know people are terrified of the idea of using PPC as a list building strategy. “Pay for leads, are you CRAZY?” Come on. The idea of spending money to attract prospects to your website and convert them to highly qualified leads is foreign to many people. If you’re an entrepreneur or small business owner with an online component of your business on the Internet then paying for leads is a FACT OF DOING BUSINESS.

Let me break it down for you… Whether you’re paying for leads through PPC or not – you are in fact paying for leads (directly or indirectly). Here’s why:

You’re paying for your leads in either money or time. And understanding that you’re time is worth money – you’re ultimately spending money to get leads!

A ‘pay money for leads’ strategy is PPC. Hypothetically, you setup a pay per click campaign with Google Adwords and spend $500 during the week on an ad (and, little setup time is needed). Your ad generated 100 clicks on your ad and 20 of those opted-in. As a result – 20 leads acquired. $500 spend / 20 leads : Your Spend/Leads = $25 per lead.

A ‘pay time for leads strategy’ is Article Marketing. Hypothetically, your time is worth $200/hr and you spend 4 hours writing articles and 1 hour to submit your articles online to article marketing sites. Total time spent of 5 hours. As a result, 10 people opted-in – 10 leads acquired. $1,000 spend / 10 leads : Your Spend/Leads = $100 per lead.

Here’s the real kicker! Article Marketing is an organic traffic generation strategy. Which means? You can’t just post articles and expect to get immediate traffic and leads. It takes time for people to search and find your content and warm-up to what your content and what you offer. Whereas with PPC, your ad is immediately available online generating clicks and visits to your website within seconds of creation.

Now, before you think I’ve jumped off the organic traffic bandwagon and tell you to abandon organic traffic lead generation strategies and spend gobs of money buying a bunch of PPC ads – I’m not. You need to do both! An authentic list building strategy consists of both methods of generating leads. My example above just illustrates the point that whether you agree with paying for leads or not – you’re probably already indirectly paying for leads with the time you spend to organically generate those leads.

As an example, I’ve been doing nothing but article marketing and social media for two months and I’ve generated well over 250 highly qualified leads to my list. Now, within days – I’ve just setup my first PPC campaign for “authentic Internet marketing” and I have already added 7 people to my list!

Get it??? It pays to pay with PPC!

Don’t you fret… I’ll soon write another article about the “basics” and “how to” of setting up your first PPC campaign with the exact steps you need to get it done – easily!

Until next time… Learn It, Love It, Live It!

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

Ending The Debate On Single vs. Double Opt-In

I know there is so much debate out there on opt-in. Single opt-in vs. Double opt-in. Which is better? What should I use? Does it matter? I get this question all the time when I coach clients – especially if they are just starting out or migrating from one email marketing platform to another.

So, I wanted to end the debate – here and now.

Now, perhaps you are thinking opt-in is such a trivial of an issue as it pertains to authentic list building. It is basic – but it matters!

In my option, there is a right answer that will end the debate– and I will share my personal view on the matter.

Now, let’s review some facts of single and double opt-in.

Single opt-in
This process requires someone to send a subscription request before the prospect is added to the email list. Supporters strongly believe that it’s the quickest way to build a large list.

Double opt-in
This process requires two requests before the prospect is added to the email list — the initial subscription request, plus a confirmation of the request. Supporters strongly believe that this is the best way to a ‘quality’ list and avoid potential problems.

Now, the pro’s and con’s of both.

Pros of single opt-in

  • No distraction or extra step needed can lead to bigger list. The prospect enters their email address, clicks submit, and immediately they are added to the list.

Cons of single opt-in

  • No verification may impact list integrity. Without verification, you never know each and every prospect that opted-in. There could be spammers or invalid addresses that are not going to be valid when opening or reading your emails.
  • Subscribers may not realize they are on a ‘list’. Prospects may opt-in for a teleseminar thinking it’s a one-time opt-in for an event, and not realized they’ve been added to the main marketing email list. Result? They will most likely opt-out.
  • Difficult to value metrics. With invalid addresses or faulty emails, it’s hard to analyze email metrics such as open rates and readability.

Pros of double opt-in

  • Reduces possibility of SPAM complaints with Internet Service Providers. It’s unlikely someone who has confirmed their subscription to your list will report you as SPAM to their ISP. They will either contact you or simply just opt-out.
  • Cleaner list (removes bad emails and mistypes). The process ensures people are entering their information correctly. Prospect opted-in with a bad email address? They won’t receive confirmation they’ve been added and will most likely opt-in again to ensure they are correctly added to your list.
  • Potentially more responsive. As the list is of higher quality based on the double opt-in process, the readers are more likely to want to click and open your emails – improving your readability and open rates.

Cons of double opt-in

  • May lose subscribers due to user confusion and requiring extra steps in the process. Prospects may not know they need to confirm their subscription. They might not see the notice on the thank you page or see the email asking them to confirm their subscription. As a result, you’re potentially losing out on new leads to your list.

The verdict? Do both!

You can ask (but not require) your new subscribers to confirm their subscription. It’s the best of both worlds. You’re not being limited by the chance of losing unconfirmed subscribers by having double opt-in AND you are allowing subscribers to confirm their subscription immediately after joining (which they wouldn’t be able to do with just single opt-in.)

Here’s an example of how we do it at Client Attraction.

As you can see in the red box, we ask our new subscribers to confirm their subscription after they opt-in. This is the email confirmation someone receives when they opt-in to our Client Attraction ezine list. It’s a very authentic and simple process for new subscribers to follow.

We don’t require it – it’s suggested. And, it has worked well for us by blending a good balance of the pros of both single and double opt-in. Try it, and it will help with authentically building your list!

Until next time… Learn It, Love It, Live It!

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

No Second Chance To Make A First Impression

You’ve heard the phrase before: “You never get a second chance to make a first impression.” Have you ever heard the phrase in the context of authentic internet marketing or building your list? Probably not – and let me explain why. Most people teach you about adding people to your list and then stop there. They don’t teach you that following up with new leads is one of the BEST ways to build your list. Why? Simply because it immediately establishes the relationship and begins the essential bond between you and your newly added prospect. ‘Follow Up’ is THATimportant when it comes to authentic list building.

reveal some of my best strategies in starting the relationship with your newly added prospect – so you make a great first impression.

After someone joins your list, the follow up process is their “first” real experience with you. You don’t want to bombard them with emails promoting your product or asking them to buy. It’s all about a balance of content and promotion and knowing the timing of when to provide both. Just remember this – put yourself in their shoes and how would you want to be treated if you just joined YOUR list?

What is the first impression they have? Most people overlook this and don’t consider it. Here are some questions to answer and address in your follow up process after someone joins your list:

  • What do they see first?
  • When do they see it?
  • What actionable step should they take next?
  • What are you expecting them to get as a result?
  • Did you build in a specific call to action from your IFO?

You want to build the retention process by giving them an action to take. If your IFO is of high value and high content – you want to do as much as you can so the prospect will actually consume it. That way, they will get a result and begin to see the value that you offer them. From there, they will come back for more AND you’ve made a fantastic first impression.

It’s critical right after they opt-in that you continue the “call to action” by giving them a specific step to take after the opt-in. Immediate consumption of your IFO is key such as:

Download the free audio now by clicking here”
Go to your email box now to read your free report”
“Look for email from me to confirm your subscription

After they opt-in for your IFO, this is where it matters most to make that first impression. Here are the best ways to ensure you make that great first impression.

  1. Give them the IFO as soon as possible (by providing it directly on the thank you page or sending it via email.)
  2. Congratulate or thank them for choosing your IFO (remember, it’s a transaction and a simple thank you goes a long way)
  3. Check in about the IFO (did they read/watch/listen to it?)
  4. Ask them about their result with the IFO (what result did they get? did they like it?)
  5. Answer the question for them – “What’s next?”

Follow these simple steps and model this as part of your follow up strategy for new people when they join your list. The follow up process is the best and most effective way to make a great first impression and build what will sure to be a fulfilling and long lasting relationship (hint:more clients and more income for you!)

Until then… Learn It, Love It, Live It!

Derek Fredrickson

Your Assignment:

Map out your follow up steps that are currently in place for new leads when they are added to your list? What auto-responders are sent and when? How is your IFO delivered and where? When is it delivered? Identify what is missing and what can you add to fill in the gaps and add value for your new leads? Focus on the consumption of the IFO – that is the most important action a new lead should take so they can realize a result and get value from what you provided to them.

Interested in finding out more about follow up process and other authentic Internet marketing strategies to help grow your online business? The Authentic List Building Coaching program can show you exactly how you can authentically add up to 1,000 new qualified prospects to your business each month. People who really “get” your message and are eager and ready to become your client or buy your products. And, you could do this authentically, quickly and consistently, without being spammy or icky, but just by being you. How would that make a difference in your life? I created this one-of-a-kind program to personally walk you through the same secrets we used (and continue to use daily) to add over 1,000 highly targeted and qualified leads to our list each month for the last 12 months. To see the presentation I created for you about authentic list building principles [IMPORTANT VIDEO], go here.

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

The Harsh Reality Of Online Traffic (hint, it’s not all created equal)

This article builds on my recent post about tracking the source of your traffic and how that can help you understand more about the leads you’re attracting and the types of visitors to your site. Now, some cold hard facts. The harsh reality about traffic is this: “Not all traffic is created equal.” The source of your traffic will largely dictate the quality of the lead on your list.

The better the source, the better quality of the lead. For example: A direct referral from someone you know (say a past client) vs. dropping your business card in a fishbowl at a trade show. Which do you think will have more chance of building a know-like-trust factor and respond favorably to your content and offers? Obviously, the trusted referral source will yield a higher quality lead. Thus, the  “quality” depends on the source.

What are the best sources for high quality traffic? Here is my own personal view on the best types of traffic by source from high to low. There are obviously dozens out there but I chose the ones I work with my clients on directly the most:

  • Personal Trusted Referral (current and former clients, your ‘unpaid’ sales force)
  • Joint Ventures and Strategic Partners (raving fans and your ‘paid’ sales force)
  • Paid Advertising (prospects who are actively looking and willing to buy)
  • Social Media/Blog/Article Marketing (prospects who are casually looking and possibly interested to buy)

Why is the quality of the lead dependent on the source of traffic? The more hoops a prospect has to jump through in order to join your list, the more qualified they will be. The less hoops, the less qualified.

Take paid advertising (pay-per-click) for example. That prospect has multiple steps to go through before they opt-in to your list.

1.     Go to Google
2.     Search for information / answer / solution
3.     Sees and responds to your ad or offer
4.     Clicks ad
5.     Visits your site to review offer / content
6.     Sees offer and decides to opt-in

Now let’s use the example of social media. That prospect has far less steps to go through before they opt-in to your list.

1.     Sees a tweet / blog post / article
2.     Clicks on call-to-action
3.     Visits your site to review offer / content
4.     Sees offer and decides to opt-in

You might be wondering – why is this important? Answer – focus on the high quality source of traffic! The high quality source of traffic will largely dictate the quality and responsiveness of your list. I like to call this the 80/20 rule. 80% of the people on your list are not your ideal prospects nor will end up as your ideal client/buyer. They are ‘tire-kickers’ (looking only for free information) and often irritated by anything but content. The other 20% of your list are your ideal prospects and will end up as your ideal client/buyer (repeatedly). In the end, it’s all about quality not quantity.

And for authentic internet marketing, building your list is about quality, not quantity. It’s NOT a numbers game. Focus on the high quality of traffic in order to attract the highest quality leads (not the most number of leads). Authentic list building is all about quality – that is a strategy that will pay in the long run.

Until next time… Learn It, Love It, Live It!

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

Squeeze It Out Of Them… Authentically

I love squeeze pages. They are essential for authentic list building and an invaluable strategy for authentic internet marketing. I’m going to reveal the 5 most critical elements of a squeeze page. I’m also going to give you my exact script to use for either a video or audio squeeze page so you can convert more traffic into highly qualified subscribers and dramatically build your list, authentically.

First – some basics. You might be wondering – what exactly is a squeeze page? Perhaps you’ve heard of squeeze pages but think they seem yucky and not very authentic. It’s not ‘yucky’. In fact, it makes total sense when you value what you are offering and value the time of your prospect. In essence, they are essential for list building.

Now, the definition of a squeeze page: You are literally ‘squeezing’ their contact information from them before they can access your content. In order for a visitor to enter your website and access the information you have to offer – they need to usually enter in their name and email information. Your content in this case is typically your IFO – or ‘Irresistible Free Offer’ such as your video, audio (CD or MP3), e-book/e-course, etc. There are no other options on a squeeze page. You either opt-in with your contact information or you click away. That is known as a ‘hard’ squeeze page. A ‘soft’ squeeze page will allow the visitor to bypass the squeeze process and enter your website without entering their contact information. Check out www.clientattraction.com as an example of a soft squeeze.

In my opinion, people are either not doing it at all or it’s not being done correctly. And, because of that it seems very inauthentic to many people and so they are not using it in their own website or list building strategy.

Let me break down the 5 essential ingredients of a squeeze page script. The script is used to welcome and explain to the visitor to the site what to do when they arrive at your squeeze page. This script works best when using either video or audio.

1. Who – Explain ‘who’ you are such as your name and/or tagline

2. What – Identify ‘what’ you offer or what you provide (this is your IFO)

3. Why – Answer the question ‘Why do they need it?’ This is KEY. You need to identify a pain point or struggle they have and pinpoint exactly what they are looking for and why they need it

4. How – Explain ‘how’ they get it. Spell out the process of how they actually get your IFO. It’s important to make it as simple and straight forward as possible. Don’t over complicate the process

5. When – Tell them ‘when’ they will get IFO. Is it immediate (next web page, in an email, etc.) or delayed (5 days because it’s physically shipped)

Here is my script, revealed:

WHO: Hi, my name is Derek Fredrickson – your Authentic Internet Marketing Specialist – and I’m here to show you how to use authentic and practical online marketing techniques to help you attract more leads, convert more sales and make more money.

WHAT: In fact, I’d like to reveal to you now the one thing you need to know when it comes to AUTHENTICALLY marketing your business online.

WHY: This one SECRET is the difference between marketing online authentically with RESULTS, or doing the same as you’ve done before with no change.

HOW: Just enter your name and email on the boxes on this page and

WHEN: I’ll share with you right away on the next page in another video the one SECRET you need to know – I’ll see you then – so enter your information right away

That’s it! Short, simple, sweet – and to the point. When you follow this model it allows you to easily present your IFO to your prospect in an authentic manner so they can efficiently decide whether they opt-in or not. And, using this model will in fact build your list as opposed to more traditional models where you merely put all your content online without presenting the visitor an opportunity to decide on whether they want your IFO or not before proceeding.

Feel free to model this and use it for your own business. If you follow these steps and keep these important ideas in mind – your list will surely to start to grow!

Until then… Learn it, Love it, Live it!

Derek Fredrickson

Your Assignment:
Develop your own script for your new squeeze page and follow the script I provided. Be sure to cover each of the 5 main ingredients (Who, What, Why, How, When) and keep it super simple and to the point. You can either use audio or video – just don’t over-complicate the process for them. If you like – I’ll even review your new squeeze page and give you my thoughts to ensure it’s exactly what you need.
Interested in finding out more about squeeze pages and other authentic internet marketing strategic to help grow your online business? The Authentic List Building Coaching program can show you exactly how you can authentically add up to 1,000 new qualified prospects to your business each month. People who really “get” your message and are eager and ready to become your client or buy your products. And, you could do this authentically, quickly and consistently, without being spammy or icky, but just by being you. How would that make a difference in your life? I created this one-of-a-kind program to personally walk you through the same secrets we used (and continue to use daily) to add over 1,000 highly targeted and qualified leads to our list each month for the last 12 months. To see the presentation I created for you about authentic list building principles [IMPORTANT VIDEO], go here.

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

Beep! Beep! Where Does Your Traffic Come From?

It’s been a crazy and amazing week in Miami for the Client Attraction Mindset Retreat and then in Toronto for a Strategic Coach session with our mentor, Dan Sullivan. I wanted to get this out on Thursday but all night travel from Toronto and crazy storms in NYC prevented me from helping you with your authentic internet marketing! So, here’s a tip I wanted to share about a fundamental principle for authentic list building that will help you generate more traffic to your website and improve your lead generation.

Traffic is the ‘big kahuna’ for list building. Without traffic, you don’t have leads. And without leads, you won’t have prospects which turn into clients or customers which means – well – you get the point. No business. Traffic is the heart and soul of your business. Knowing that traffic is the cornerstone of list building and without a list you can’t function your business online is essential. Now, listen to my words:

“What you track, grows…”

Meaning, if you track, and I mean consistently and systematically track your lead generation and traffic numbers, they will grow.

You need to track everything. The source of the traffic (online vs. offline; social media vs. blog posts, etc.). Knowing “where” your traffic is coming from is one of the biggest advantages for successful entrepreneurs doing business online. Without knowing the source of your traffic, there is no starting point or reference as to where your leads come from. You don’t know what sources you should concentrate on and prioritize more so than others.

If you’re just starting out online (like I am with my site), find out where every lead came from. Who are they? What site or link did they click on to come to you? Knowing this information is key. Study their names and see if you know them personally or are they new. If they’re new – where did they come from? That source is a good indicator to you where to focus some of your lead generation strategies.

You can use numerous sites and tracking tools like Google Analytics, Bit.ly or Getclicky.com to help you track and study your sources and numbers for traffic generation.

Here’s a quick little assignment to help you along the way and get you thinking more about the “where” of your traffic.

– What are your existing traffic sources?
– Where did your current leads originate?
– Where are new leads coming from?
– Map out your existing traffic sources. What are you missing or not currently doing?
– Setup some online tools to help you systematize your tracking of traffic like Google Analytics. For a brief tutorial to help, click here.

Until next time… Learn It, Love It, Live It!

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include:

Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.