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This slides go with a class I taught in Feb 2014 on how to market your ecommerce website. It covers eight basic strategies for researching demand online, finding the right outlets to promote your site, and how to avoid common SEO mistakes. Questions? Comments? Contact me at http://www.willward1.com
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How To Get More Customers And Clients To
Your Website (Without Spending a Million
Bucks...)
Will Ward @willward1
Why should you listen to me?
About This Class:
• This is a test• We don’t want just any traffic. We want more
customers and clients• This will focus on “free” strategies and tactics• With free strategies you are paying with your
time and effort• Not every technique will be right for you; need
to pick and choose for your niche
The Problem:
All “Hits” Are Not Created Equal
0
60
120
Value To Owner Of A Fly Fishing Website
“8 Strategies To Re-Route Traffic From The Information Superhighway To Your Tiny Website”
Your Site!
1. The Art of War Strategy
“If you know the enemy and know yourself, you need not fear the result of a hundred battles…”
• An ultra-specific target Market will get the right people to your site.
• Use 2 qualifiers to drill down. Eg:• Communications consultant
vs• Foreign Entrepreneur pitch co
ach
Actions:
• Write Out “I sell X to Y who are Z…”
• Brainstorm 2-4 specific websites where these people hang out
2. The Hamburger Stand Strategy
• What is the #1 advantage you want in running a hamburger stand?
• A Starving Crowd!• Action: Use
Google Keyword Planner to create a target keyword list for your site
Resource: My video tutorial on Keyword Planner
3. The David Letterman Strategy
• Publish a “Top 10 List” of Articles about the most important problems and topics of your market
• Google scans your whole site to see what it’s about “relevance”
Resources:
• Your keyword list from #2
• Amazon: Search TOCs
• Google Discussions Search
Action: Create a 10-article “Table of Contents” for your site
4. The Sniper Rifle Strategy• Part 1: Write the Ultimate
Guide about one painful problem. Eg.• TEHQ
• SYD
• Part 2: Make that site as FAST as possible
Action: Test your site on Google PageSpeed Insights and implement recommendations
5. The Don Corleone Strategy
• Make an irresistible offer
• A buyer is 100x more valuable than a “hit” to your website
Action: Add a “buy now” button to your site using Paypal
5. How to make your offer less refusable
• You give me $, I’ll give you X
• Bonus / Free extras• Guarantee / Risk
Reversal• Call to Action “Here’s
exactly what to do next…”
6. The Talk Radio Strategy• Collect email addresses on your site and
send frequent updates (with permission!)
• Opinion / thought leadership works best for consultants, professional service providers
• Groupon-style (targeted, short term offers) works if you are selling consumer products and services
Action: Set up MailChimp and start collecting email addresses on your site
7. The Oprah Winfrey Strategy
• Find the Oprah Winfreys in your niche and get on their site (with a link back to you)
• Guest posting (with high quality sites)
• Involved in Community
Action: Search Xmarks.com to find high-influence sites in your niche
8. The Warren Buffett Strategy
“Rule No.1: Never lose Money. Rule No. 2: Never forget rule No. 1.”
Rule #1 of Promoting Your Site: Don’t Spam Google.
• Article “spinning”• Mass link building• Anchor text manipulation• Be VERY wary of
outsourcing SEO and marketing
• Link networks
Action: Subscribe to Matt Cutts’ blog
Other (Free) Resources
• SEO Toolbar for Google Chrome• Will’s Copywriting Crash Course• Mixergy (In-Depth Interviews with
successful online entrepreneurs)• Ben Settle’s list on email marketing • Quicksprout site diagnoser (and awesome
blog)
