Holy guacamoli. What an episode! So here’s the thing. Timbo has got his Masterclass locked and loaded in to Nanacast … ready to sell. So his next step is to bone up on generating bucket loads of traffic to his sales page. He goes and watches Traffic Grab (James’s recent offering on all things traffic) and realises that there’s actually loads of different methods.Which leads him to ask, where to start in generating traffic?James’s response? “Head straight for the low hanging fruit.”And that’s exactly where we head and cover:
- Word of mouth;
- Press releases;
- Your existing email list;
- Social media.
And that’s just for starters. Future episodes will see us continuing to talk about more low hanging fruit … plus head higher up the traffic tree (or spaghetti bowl) as James affectionatley calls it.
Internet Marketing Products & Resources
Have you seen the Freedom Ocean Internet Marketing Products page? Everything we recommend lives here.
TIM: Hello everyone and welcome back to another bright and shiny episode of Freedom Ocean. I am one of your hosts, Timbo Reid and on the other line in far away Manila, is James Schramko. Hello James!
JAMES: Good day, Timbo! How are you?
TIM: Couldn’t be finer! In downtown Manila?
JAMES: Downtown Manila in a secret location, so no fancy microphone this week. You may actually win this week in this competition, for once.
TIM: Yes! Timbo Reid, coming at you loud and deep! I hope that came through really well.
JAMES: It came through, it’s just mildly scary.
TIM: What are you secretly doing in your secret location?
JAMES: What we’re doing is we are—basically we called together the head team and we are developing innovations for our business. We’re very keen in staying in front of the market. So this is the same team that powered the Traffic Grab product and they also deliver our SEO services and they look after our own private websites, so we have like that power brokers among our business unit here. We all get together and we talk about what’s hot.
TIM: So it’s kind of the Silicon Valley of the internet marketing world right there, right now.
JAMES: Exactly. It’s almost like a geeky LAN party. There’s 1-2-3…there’s five of us and we’re all connected via the ethernet to a central hub which hooks into a hard line here and I reckon it probably takes out the hotel.
TIM: I reckon it will take out half of Manila. There might be a brown out before you know it, before this episode finishes!
JAMES: That’s it!
TIM: Hey, James! This show means business. This episode means business. And you’ve already mentioned Traffic Grab, which is your wonderful product you released a number of months ago now that basically goes through every permutation and combination of getting traffic there is. And I was thinking about what this episode is going to be about? It’s going to be about traffic! And it’s about traffic because I have just, as you know, over the weekend, I wouldn’t say mastered, but I’ve done a lot of work getting my master class product uploaded to Nanacast, I’ve been mucking around with multimedia video players. I’ve got hosting things sorted out and now I’m really in the box seat to start getting traffic. Alright?
TIM: And I went back over the last week, actually. I’ve been revisiting all the different areas of Traffic Grab and there’s a lot there, A. And B, my big questions is, where do you start? Because I’m looking at Traffic Grab now and for those who haven’t– if you don’t know what we’re talking about, go to Freedom Ocean and go to the products section, you will see Traffic Grab. It’s the best traffic product going around. How much is it, mate? 79 bucks?
TIM: So I’m looking in the members section of it now and there’s video traffic, there’s affiliate traffic, there’s online press releases, blogging, Facebook, lists, pay-per-click traffic, forums, ezines, podcasts—imagine doing that podcast—classifieds, webinars, word of mouth. I mean, these are just some of the sources of traffic and I reckon there’s more than an episode in it, but my very first question is where do you start?
JAMES: Right. Well, you know, a couple of interesting points. Firstly, it’s great that we have the whole team here that does all of those things in our business. So if we do have a difficult technical question, I can always throw a lifeline, someone much smarter than I am.
TIM: Phone a friend?
JAMES: The other thing is Traffic Grab was originally invented because it was my process for what I do after I do a blog post. So it was actually my method of announcing that there’s new content on my website. So it’s very relevant to what we’re talking about. In your case, let’s go for the low-hanging fruit, as they say. Once you’ve got this thing up, you’ve got your sales page up and you’re ready to receive orders, is that right?
JAMES: Do you have affiliates?
TIM: It’s set up so that people can become an affiliate.
JAMES: Right. And do you have something who may have who may be affiliates already or who could easily contact and talk about the idea of sending out a little note to their people for the promise of incentive?
TIM: Yep. Yes, I do. So that would be an easy thing to do. The beautiful thing about Nanacast is that it’s easy to generate an affiliate link for someone. So your first idea is to actually contact people and say hey, you want a few extra bucks and contact your list and sell my product.
JAMES: Yeah. And I like the way you phrase that because you really put their needs before yours. You’re thinking of them making money, which is lovely, rather than hey, I’ll just put this product and you owe me a favor.
TIM: (laughs) Yeah.
JAMES: You know, the other thing is it’s nice to let them know first because they want to sort of get in while it’s good, easy pickings and before everyone’s heard about it. They want to be the one to tell their people, so they got some social authority. So let them know. And then you go to your—
TIM: Hang on, hold that thought. So in identifying those people, because I know a lot of people—my product, the product that I’m talking about is the online marketing communications master class and it appeals to small business owners. And I know a lot of people who know a lot of small business owners. So is there a criteria that you would suggest that I should apply to identify who the best ones would be?
JAMES: Yes. It’s people who already buy stuff from you and people in your very first layer of awareness. So a great example would be both your podcasts. They more or less act like affiliates for your products, I imagine, because you have partners with each. So you go for your biggest, most likely affiliate partners first and then you move out within the ring. People who have a problem that your product solves, or you have a list, a group, or a community or a tribe of people who have a problem that your product can solve. They need to know about this.
TIM: Love it. Okay, that makes absolute sense to me and very easy, a very easy sell. Are there things that you need to do to make it an affiliate’s life easier?
JAMES: Probably the easiest thing you can do is to give them their affiliate link and say this is your link. Anyone who you send via this link who purchases will cause you to earn commission. And that’s the step one, and then there are other things you can do. You can actually prepare material for them such as an email or articles or perhaps a video. You could provide them one of the chapters from your content to put inside their membership. That’s a really great affiliate strategy because it’s giving them something that makes them look good to their customer base.
TIM: Okay, so let me understand it because I’m already offering to people the first two hours. The first session went for about an hour a half on Branding. So I’m offering that if you go to the sales page, they’ll get that for free. Should I maybe pull back on that and just offer it to the affiliates?
JAMES: No, just find something that’s inside the course that you don’t offer anyone else if you want to do some exclusive value adding. So here’s an example: I have a couple of friends who really like Traffic Grab and they were doing their own product launches and they said to me, “Have you got something that I can give to my customers as a special bonus?” And I said, “Sure. Download your favorite module from Traffic Grab, because it’s about 20, and put it in your membership and stick your affiliate link next to it. So they were able to give this to their customers, the customers got a taste of what Traffic Grab was about that they cannot find online publicly or for free. And if they like that, the paid content, then they can follow that link and perhaps become a customer.
TIM: Yep! Cool! Okay, got that one. Step 1, work the phones.
JAMES: What was that? Work the phones? Well, you can also work the email.
TIM: Get on the phone, find people. Talk to people.
JAMES: It’s funny because telly sales are actually another traffic channel, but let’s not go there today.
JAMES: It’s very advanced.
TIM: Very advanced. What’s next.
JAMES: I would suggest, with the new product, that you would release a press release.
TIM: Yeah, right! Online press release.
JAMES: Yes. And do that for a few reasons. One is you’ve got something newsworthy, and that’s the whole point of a press release. It’s something that the public needs to know about. And nothing’s news like a new product. I mean, it never existed before, so that’s a great time to do a press release. And what you want to do is you want to do it for a few reasons. One is it gets awareness for your products so it goes into all different places. You end up with your message all over the internet. Second thing is it’s going to setup your website with a stack of links pointing back to your site, which is going to give it a bit of trust in Google’s eyes and perhaps help your search engine optimization efforts, if not this week, certainly in a month. And the third thing is it might actually lead to a media interview where you can really leverage other mediums such as radio, print media, magazines, media marketing industry trade journal, or you might even pick up a joint venture partner or a business like marketing agency who wants to license your content or a bigger deal.
TIM: Now we’re talking! Now we are talking! So let’s go a bit deeper on this online press release strategy. So basically what we’re doing is we’re writing an article, 400 to 500-word article that kind of identifies the key selling points around what it is you want to tell people.
JAMES: Well, press releases aren’t supposed to sell. They’re supposed to announce news, so there’s a real difference—
TIM: Announcements share information.
JAMES: It’s not a sales letter and it’s not an article. It’s a press release. So there’s a definite art to it. We actually have 3 full-time press releases on our team now who’s specializing in creating newsworthy articles that somebody could just take and publish, but it really has to be phrased and worded in a special way that appears to be newsworthy and not sales-y. So that’s an announcement.
TIM: Yeah, okay. Okay. An announcement focusing on key selling point. I don’t mean introduce sales, but you’re focusing on the key points—
JAMES: It focuses on why is this news, why is this important that people know about this. What’s so special about it.
TIM: Yep. Now, once that’s written, James, that gets sent out to article directories or where does that go?
JAMES: No, it’s sent to press release distribution agency, something like PR Web.
JAMES: And they have all these media people who syndicate content. So they’ll actually be sifting through, looking for relevant press releases that they can announce on their websites. And in turn, one of those will actually send them all across Facebook and Twitter and you can be picked up by Yahoo News, Fox News, and industry-related news. And there’s a real art to it. It’s actually to get a broader syndication and we’ve had many of them go over 10,000 releases.
TIM: Wow! So where do the back links come as a result of that, the article thing published?
JAMES: You have a link or two from that press release back to your website, right to the exact page where your sales page is. And also, if you take out some of the premium packages, you can have an iFrame which is a fancy way of saying you can put your website underneath the press release on PR Web.
TIM: Yeah, right. Okay, so the trick is part of the art form of getting a press release right is getting some links within the release back to the page that you want people to go to, yeah?
JAMES: Exactly right! It’s like the way of naturally putting a link back to a page and making it newsworthy. I mean, the greatest way to sell is to make something appear as news.
TIM: Yep. Am I right, I’m getting a bit in detail here, but it is relevant in saying if you put more than one link in an article to the same page, Google alone, you look at the first link?
JAMES: I don’t think that’s correct. I know there’s a theory about the first link preference.
TIM: The first link preference?
JAMES: Yeah. I think someone talks about this. Leslie Rohde does. But I think they will follow the links and by the time this thing gets published in all different sites, some things can change, people move the links around, don’t follow it or do follow it, it’s always different ways to link. But the point is you want this stuff everywhere and you want it pointing back to your site. You can have a couple of things. You can also have a profile. You can have a profile page that links back to your core business as well, plus you can embed images and videos. So you get to a whole range of media opportunities here. It can start ranking in image search and you may also get a video thumbnail showing in the search results. But one of the most important things in press release is you can pretty much hit the very first page of the normal Google search results by getting one of those news snippets in the multi-search result display.
TIM: What do you mean normal Google search result?
JAMES: Well, like you don’t have to tick news or image or video or anything. They seem to blend together. A bit of e-commerce, a little bit of news, a little bit of video type.
TIM: Yeah, they do.
JAMES: Universal search, I think they call it.
TIM: Yep. Okay. Alright. Gee, that’s good. Now, from my understanding, that is something that, in fact, I can and our listeners can access through one of your products on our products page, is that right? Which is called…?
JAMES: Well, two of our services have press releases built in. The newest one is called LinkJuice.com.
JAMES: And that really focuses on hitting our site, especially new sites or new products, about really making that awareness, that getting it out there quickly and powerfully.
TIM: Yeah okay, okay. Good, mate. Well, that is definitely worth a look and we’ll put a link to that in our show notes. And the next one. Is there still more low-hanging fruit to be got?
JAMES: Your own email list.
JAMES: That’s essential. Anyone who ever purchased from me before and anyone who’s a prospect on any of your list, anyone who’s a free podcast listener, that would be a good person to let them know about this and perhaps give them some form of loyalty incentive. Just consider that. Some time or quantity-limited loyalty bonus for being valued subscriber already, because your best customer is the one you’ve already got. It’s very important, and most people will forget that.
TIM: So loyalty bonus in what? Potentially half hour coaching session or a copy of a previous ebook that I’ve written or some unreleased materials that didn’t make it in to the master class, that type of thing?
JAMES: Yep! Exactly! It could be that they have access to it before it goes public at a special rate. It could be the first X orders get consult with Timbo. It could be that if they buy this, they’ll also get access to a special webinar that you’re running as one or two of the special guest experts from the course, the most popular ones, according to the analytics in your membership.
TIM: I like that one.
JAMES: Yeah. A lot of things you can do that don’t have to involve price, but they should involve incentives to move quickly, to take action now. You’ve got to give people a reason why they should get it today instead of waiting, because if they wait, they generally won’t.
TIM: Yep, yep. Time sensitive.
JAMES: And then you could go to some of your partners, like me, and you could say, “Have you got something I could give people who order this product in the month of December, that I could give them as a value-added bonus for nothing?” I might give them a module from Fast Web Formula or something so that they could get a taste of my products, knowing that people who like your product might also like my product. So now, you’ve built value in your product without sacrificing price and your customer might feel like a super winner and the business partners feel like they’re getting some value as well. So everybody’s a winner.
TIM: Yeah, yeah. Yeah! Yeah, I like that! Well, in fact, I had all up on the master class. I had eleven marketing specialists who spoke, Each one of which has probably got something that they’d be willing to contribute.
JAMES: Yep! And then I’d also be the very first people you’d ask to promote the product too because they’re in it.
TIM: Yeah, yeah, yeah! Yeah, yeah, yeah!
JAMES: That falls under the first thing we talked about, affiliate/joint venture. Because it’s very easy for someone who’s in the course to drop a note on Facebook or Twitter or to their email and say, “Hey, you know, a friend of mine just interviewed me and had some pretty good stuff and he’s now got this course available.”
TIM: Yep. Yep.
JAMES: I did it, but I did it under different thing. I’m like, “Hey! Timbo finally got the hang of Nanacast!” (laughs)
TIM: (laughs) Yeah! You sent them the wrong link!
JAMES: Yeah, well.
TIM: But that’s okay. At least it went out! I had a couple of people come to me saying, “You finally got it out there!” But we’re nearly there. Oh gee! I must say, I digress, but on the weekend just gone, I really, really had some focus time within Nanacast and EzS3 and Amazon S3 and yeah, I felt I really kind of broke through a couple of barriers. But just different questions started to appear, as opposed to the questions that have been troubling me for days and weeks. It’s a good feeling.
JAMES: You’ve moved past that point now where you think, “This is too hard, I’m not sure I can do it.” It’s, “I think I can actually do this and it’s time to get kind of interesting.”
TIM: Well, I’m absolutely at that point. And in fact, on Saturday, I was at this mad point where I actually couldn’t stop. My body wanted to really, really wanted to stop. I had sore neck and shoulder and hand and I’m just like, “Oh, you’ve got to stop! Get off the computer! Run away! Run away!” But I couldn’t! I was so into it. And it was a good feeling and I feel as though I really achieved quite a bit. And what I also realized—and it’s kind of appropriate that I tell you this—was you’re sitting amongst your ninjas in Manila, but you can’t do this all yourself. I’ve now gone and listening to what you’re telling me here and thinking about and watching traffic and just doing what I was doing on the weekend. It’s like there’s just not enough hours in the day to do it yourself. Now that’s pretty obvious and leverage is everything and outsourcing is a key strategy there. But discussion for another time, I think, mate.
JAMES: Well, I think key to that is as simple as this: I’m no longer telling people to build their own traffic team because I’ve basically built it and we now supply hundreds of customers and we can actually do most of the things in Traffic Grab faster than our customers, cheaper than our customers, with better results. I’ll give you an example. One of the things that we’re doing this week is we’re comparing our test data from some of the tests that they run and we regularly setup tests and we go on and test every single product in the market against each other in a single test, in like a scientific sort of environment, and we analyze results and perform it and then we scrub the losers and we double up on the winners and we need to find our process. So if you have whole teams, if you have people doing that, there’s no way that people are going to be able to do that at home, trying to assemble our own little team of 3 or 4 people. It’s just not competitive anymore.
TIM: Yeah, well, at some point, I also see how much I can squeeze out of you in regards to outsourcing, some of which we’ve discussed on previous episodes, but it’s a popular topic, James. I know that David Jennings covered outsourcing for over a couple of hours in my master class and it was one of the most popular topics, mainly because the previous few episodes of the master class had covered all of these different online marketing channels and left people thinking, “Wow, I want to do them all! How do I do that?”
JAMES: You know what? I’ve actually moved beyond the term outsourcing. I don’t outsource anymore. I’ve just got a team in my own business and it’s a very different dynamic and I don’t really relate to that phase any longer. Now, I’ve just got a normal business with amazing people and I’m not just saying that because they’re sitting beside me. We really operate just like any other business as if we’re in the same suburb, but we actually get together face to face often now and it’s just taken a quantum leap.
TIM: Can you get your team to say hello to our listeners right now? Just say a hello or two or three.
JAMES: He wants you to say hello to our Freedom Ocean listeners. Say hello.
JAMES: If you ask nicely, Tim, I think they’ll probably play ukulele for you or something.
TIM: Yeah, well I heard they are ukulele-playing ninjas, as opposed to ninjas in—
TIM: What’s the sword that the ninjas carry in Kill Bill? Certainly not a ukulele! Often they give it the hand sword or something.
JAMES: We do have scissors. I guess that would count.
TIM: Yeah, okay! Yeah, that’s dangerous. Let’s get back to this! This is brilliant, mate! In terms of traffic, let’s get back into some of these—I reckon there’s definitely 2 or 3 episodes—
JAMES: Ah, there’s a couple of more.
JAMES: Okay, the next thing you do is I think you would go and announce on your Facebook/blog/Twitter, which I sort of inter-link on my latest iteration of my traffic map. You would probably post it on your blog then you would post that blog post, you would announce it on your Facebook, which would auto-tweet. And that would be the combo.
TIM: Yeah, right. Yep!
JAMES: It’s the same thing but you’re just putting it across three mediums and that’s your own asset, which of course you should own. Facebook, which you just cannot ignore, and Twitter, which is really like Facebook’s bitch because it’s just automatically tweeting your Facebook post but do not do it on the other way around. I wouldn’t auto Facebook’s content, but I would auto-tweet. That’s fine.
TIM: Let me just understand that one. So you believe that primary content should go on to Facebook and—
JAMES: Should go on to your site, actually. Your site.
TIM: Yeah, on my site. Well, I mean Facebook updates, Twitter updates. What you’re saying is directly update Facebook if you happen to auto update Twitter or Facebook, that’s okay, but not the other way around. Is that—
JAMES: Yeah, exactly!
TIM: What’s your view there? So Facebook, Twitter is Facebook’s bitch, I like that! (laughs)
JAMES: Twitter still hasn’t figured out how to make money and it’s offline half the time. I don’t have the huge amount of respect for Twitter anymore.
TIM: Yeah, I’m the same. Twitter for me is much more source of news than anything else. Maybe if I’m looking for some kind of information and can’t be bothered through Google, I might ask the questions first on Twitter. That seems to work for me, but yeah, yeah.
JAMES: You should have taken time off and manage your Twitter and respond to people who respond to your other tweets. But I think Facebook is by far the dominant player right now.
TIM: So how do you update Facebook and have it update Twitter? Because Facebook goes beyond 140 characters.
JAMES: You could actually shorten it with an FB link.
TIM: Right. Right. I kind of mentioned that, looking too good on Twitter. I haven’t seen that.
JAMES: Well if you’ve seen my Twitter screen then most of it’s Facebook re-tweets.
TIM: But you’re generally not that provost.
TIM: You’re generally—even in everyday life, James, you talk in 140 characters or less. (laughs)
JAMES: (laughs) That’s too funny!
TIM: Too true! Truth is, mate! (laughs) In fact, you invented Twitter, didn’t you?
TIM: I was just joking, mate. I know you didn’t. I know you didn’t. But isn’t it amazing? I mean, it’s a conversation itself, like, Twitter is massive, but yet hasn’t making any coin.
JAMES: It’s just a data company and hopefully they’ll figure it out one day. But you know, Amazon didn’t make any money for a long time. I read that book, One Click, and it was an excellent book. So there are reasons to grab market share, but it’s a very dangerous and risky business model. But our business model is catch positive, which means getting people to know about your new product and buying it. So let’s go back to that one.
TIM: Okay, so we’ve got social media. Give our listeners one more low-hanging fruit traffic strategy before we wrap up and allow you to get back to your probably a very nice meal you’ve got organized with your ninjas.
JAMES: Yeah. Let’s pretend I’ve organized a great meal and we’re sitting here, making it happen. (laughs) I have a feeling there will be pictures of margaritas involved. I laugh at that one. Okay, I would run a webinar. And the reason I would do that is because your product is essentially recorded webinars so you know that the person who will turn up to free business coaching webinar is also interested in probably consuming that type of content, so it’s relevant. And it’s a good way for you to build your customer list and to create a little automated replay that you could stick in an auto responder or to give people, as a bonus, or for affiliates to use to drive traffic to the product itself.
TIM: Yeah, right. Okay, so the webinar would be one of probably—in fact, I’ve already saw something, a slide deck of highlights of the actual 8 weeks—
JAMES: It’s like what I did with Fast Web Formula 3. And then I put that replay in one of my other products. I put it in Traffic Grab product as a bonus.
JAMES: So you’re creating something useful again.
TIM: Yeah, great.
JAMES: That’s an event-driven thing with a deadline and that’s what’s exciting about it. So you could just say, “Hey, I’ve just put together the final touches of my super duper online marketing master class and I went through it and I just reminisced about it and jotted down some of the key highlights, probably there are 7 or 8 things that I thought really stood out from the course. And I want to share that with you in this free business coaching section. And I’m going to have this event on this particular date. Register here.” And you’ve set up affiliate links for your affiliates. You pop it out there on the aforementioned traffic mediums, do a press release about it, you email your list about it, you tell affiliates about it, Facebook it, blog post it, drive people to that webinar, run the event, have a special limited offer for attendees, grab the recording, stick it into your auto responder, and put it up there and work that webinar replay over and over and over again.
TIM: There was a couple of things in there that sounded easy, but I’m sure require a bit of—
JAMES: They just roll off the time.
TIM: Yeah, they just roll off the time! Whack it in the auto responder! And the other one was set up affiliates for each of the affiliates that already—
JAMES: All you need to do is setup an affiliate link for that webinar registration in the Nanacast. Very easy to create a new membership or product just for that webinar.
TIM: So you would actually do that. It’s a free product, that’s all it is, isn’t it?
JAMES: Yes, a free product with an affiliate link and it would show in your affiliate center and you might pay one cent commission on the registration and there’s a reason why you do that. It helps your affiliates track their conversions.
JAMES: And anyone who’s got Nanacast who hasn’t been doing that is just probably has a huge a-ha moment.
TIM: Well, let’s just go there. I’m thinking on my feet here, so you’re saying pay a cent commission for every person that an affiliate brings to the webinar.
TIM: Yeah, right. Okay.
JAMES: So I could go and look at my affiliate cart and see, oh, I made $1, so I’ve had like a hundred registrations and I’ll be working out my numbers thinking, “Well, if Tim’s half good,” and we know he’s better than that, “you’ll probably convert 10 to 20 percent of those people into a purchase.” Oh, I’d go out and spend my commission already in advance. (laughs) I spend my commission on 10 sales.
TIM: Yeah. Yeah, okay, bring it. I love how in Nanacast you can—what’s the word they use? But you can duplicate the product. Clone.
JAMES: I think it’s fair to say you just like Nanacast now, right?
TIM: No, no, no, no, no, no! No, no! I’ll reserve the right to say that maybe, at some point, but I still love it. It’s a difficult lover and needs constant attention. But I’m getting there. I’m getting there. I certainly don’t hate it anymore.
TIM: But I do like the fact that you can, you know, you don’t have to recreate from scratch everytime you go in, if you’ve got a new product. It’s literally cloning something that’s already there.
JAMES: It’s got a leverage aspect on it.
TIM: Yeah. And it’s pretty powerful.
JAMES: So here’s something I just want to point out while we’re talking about traffic that’s vitally important, okay? If you possibly can, try and measure your traffic results so that you know next time which traffic channel is most likely to give you the best bang for your buck.
JAMES: It’s easy to measure that traffic, especially your affiliate traffic. “That’s all done for you in the shopping cart.” But your other traffic channels could be easily measured if you’ve created a trackable link each time you put a link out there, so that when you log in to your Google Analytics account, it will show you which traffic source converted into sales. And in fact, if you want to take it one step further. You’ll be able to pull that up in your speeddash dashboard using that software I’m about to release and see how many conversations and what percentage and how many leads that will be there for you in the dashboard.
TIM: So what you’re saying, in the link I put in my press release, that should be a short URL that is different to the link that I put in my social media, is different to the link that I share with my email list, etc., etc., etc. And then for each of the shortened URL’s, I should whack them into my Google Analytics.
JAMES: Well, no. What you actually do is create a trackable URL using the Google Analytics tool that’s free. And it allows you to build a trackable link—that’s what all the ninja’s do. They build a special trackable link and then they shorten that so when it gets to Analytics, it actually matches up where it came from, with the goal that you set.
TIM: Yep. That’s pretty intense. I’m just sitting here thinking, wow, you know, like I get that.
JAMES: Just go and look at the conversions module of Traffic Grab.
JAMES: Because here’s the real secret: if you can figure out what traffic converts, you don’t have to waste your time with the stuff that doesn’t convert. Even though you might sit there thinking, “Oh crap! That sounds like way too difficult, that’s a lot of hard work, well I can tell you I wasted the first 6 years not really worrying too much about it because it sounded too difficult and that’s too much work. But now that we track everything, we know what works and we know what doesn’t work and we don’t waste an ounce of sweat on something that doesn’t work, we just abandon it. And something that works, we just double it up. We do more of it and we can now get double, triple, quadruple, ten times the return on investment because we are not wasting our time. And also, when we’re doing work for customers, we know that we gain the maximum result for their investment because there’s no fat, there’s no filler, it’s just pure meat.
TIM: Just kind of take some comfort in the fact that in the first 6 years, you didn’t do that.
JAMES: Yes, you can! (laughs) Take it as a message you want. (laughs) As a million dollars worth of comfort because that’s probably the gap.
TIM: (laughs) Yeah, yeah, yeah! Yeah, absolutely! At what point do you let something go? Because often with testing, it’s just a little tweak that may result in huge improvement. So what point do you look at a traffic source and go it’s just not worth the time and effort.
JAMES: Well, like we said, we test up a scientific test. We set up a number of websites with the same key phrase and virtually like almost identical content but rewritten suckily. And we test one tool per website as a control environment as we can and some of them perform really well and some of them suck. So we might run the test again and see if we can validate that with the same performance. Quite often, our theory of what we think is going to happen is actually what happens like if we suspect something doesn’t work and we prove it doesn’t work then we’ll drop it. We’ll even remove our reviews on it if we don’t like it, because we just don’t want to promote stuff that doesn’t work. And that separates us out from the majority of marketers because we actually care about our customers. And they keep buying from us because they can trust us.
JAMES: And if you want to tie this back to traffic, I’ll say again that your customer list of people who have already purchased from you, who you’ve built trust in and look after and solve problems for, are always going to be your number one traffic source. If you have a good database of customers, you could really just get by that one traffic source and continue to create things that help them.
TIM: Just on that, just raising the question because certainly of all those ideas you shared with me, they’re over-achievable and—no, hang on. It was the third one where you say tap on to your email list. My email list is probably far, far greater than the list I have as a result of any other marketing activity I have undertaken. I would have, in my Gmail contacts, probably, I don’t know, 2,000 to 3,000 emails, right?
TIM: What’s the kind of thinking around that? I could go out to them and say, here’s something—ideally, I think would probably love to get them into a list within Aweber. Then I could be much smarter with how I go about my marketing tool.
JAMES: Does your marketing cost basically help people get more customers?
JAMES: Okay, so you just email those 3,000 people and say do you need more customers? And then say I’ve prepared something for you and just lead them to this very short, pithy Schramko-esque email that links to a page that says, “Hey, I’ve made this free business coaching webinar for you to go through the 10 best ways on how to get customers, and which, coincidentally, is the same content that you deliver in this marketing webinar, and you pitch your webinar on the end of that webinar and your cause at the end of that webinar and that’s the best we do in that webinar approach that we talked about.
TIM: Okay, got that! That’s good! Wouldn’t that be a double up? If I send an email to the 3,000 in Gmail that says, “Hey, I just ran a course, I want to share 10 ways—“
JAMES: No, no. That shouldn’t be about you just running a course. They couldn’t care less.
TIM: No, okay. So I’m just having—
JAMES: Remember what I said before, do you need more customers?
TIM: Yep! Gotcha! So when they get to that page, it’s going to be a video that is the highlight, that’s the best of the master class.
JAMES: It may not be. Get something original. I would suggest you on camera or just a short text saying I’ve cracked the formula, I’ve knuckled down a bunch of my friends and drag the secrets out of them, kicking and screaming, and I’ve strayed into the 7 essential things that I’d really love to share with you. Register here and I’ll go through them with you next Friday, blah, blah, blah.”
TIM: Yeah. Right. Brilliant!
JAMES: Just short and simple. Just very, very simple.
TIM: Yep! Head exploding, mate!
JAMES: Love it! That must mean it’s time to go.
TIM: Yeah, exactly! Can you just send me 3 or 4 ninjas my way? We’ll do a Manila-Melbourne exchange.
JAMES: They’re all busy for the next decade.
TIM: Ah! (laughs) For the next decade? (laughs)
JAMES: Have you seen that movie Limitless?
JAMES: There’s no circumstance in this planet that they don’t work with me. (laughs)
TIM: Right! Is that a quote out of it, is it?
JAMES: A pretty solid arrangement.
JAMES: But if you want access to my ninjas straightforward, anyone can go to my website and buy any of our sales or products and they’re getting straight ninja stuff.
TIM: Straight from the stores, so go to FreedomOcean.com, listeners, and there is a products page there that—yeah, exactly right. Gives you immediate access.
TIM: And if they haven’t got Traffic Grab, that’s the first thing I’d grab. I’m looking at it now and just—well what we’ll do, mate, is we’ll finish this episode, which I think is Episode, I think it’s 30, of Freedom Ocean. And we promise to come back within the next episode. And if there’s more low-hanging fruit or are we sort of slowly edging our way up the tree?
JAMES: There’s a little bit more low-hanging fruit, but I mean, we did get the lowest hanging fruit like the edges here, we didn’t even have a step ladder.
TIM: Yeah, yeah!
JAMES: I just want to give you one more example too. Here’s something. Recently, we sent our special email just to Freedom Ocean subscribers, not to the public, and we offered them something very special. And that’s a good reason to be on our email list. So if you’re listening to this on iTunes, you should be on our email list because you’ll get specials. And here’s the extra bonus: if they took us up on that special, then they will actually have access to Traffic Grab as well. So there you go.
TIM: Yeah, absolutely!
JAMES: If they managed to take action, then they will also have got Traffic Grab even if they didn’t realize.
TIM: Nice! Nice! Well, is it too late for them to do that? How can they—
JAMES: No. Never too late. I’ve still got a couple of copies left of that special secret bonus that we offered.
TIM: Yeah, but we’ll have to whack that on our auto responder series, won’t we?
JAMES: We’ll send it out with the email announcing this episode, so if you were on the list, well done. If you weren’t, make sure you get on the list.
TIM: Yeah, yeah, yeah! Totally! And that email—
JAMES: Well just put it in the transcription.
TIM: Nice! See? Covered! All covered!
JAMES: We’ve covered it.
TIM: Alright, mate! Well, thanks James! Another episode of Freedom Ocean in the can. That was a ripper! That has left me—
JAMES: You’ve got work to do, Timbo.
TIM: I’ve got work to do! Correct!
JAMES: I’ll look forward to your tweets or your auto tweets.
TIM: No time to talk. Alright, buddy! Take it easy! See you, ninjas!
JAMES: Say goodbye.
TIM: See you later! Bye!