On November 3rd (2016), I attended a webinar hosted by Neil Patel, an experienced marketer who is also the co-founder of Crazy Egg, KISSmetrics, and Quick Sprout. He has helped TechCrunch generate 2x more traffic and has worked with big brands like Microsoft, Google, Facebook, Amazon and Salesforce to help boost their revenue. So yes, he’s kind of a big deal.
A few minutes before it started, I connected to the webinar using the link they sent to my email, and also noted they had sent me a text message as a reminder (very useful). Initially I thought, “Oh he’s just going to go on and on about SEO and how it’s important and then will probably promote his SEO tool”, but I soon learned he was going beyond the usual “SEO tricks” and actually sharing key initiatives which worked for him along the way to become who is he is now (which is a very successful person, by the way).
If you’re only hearing about this webinar now and wished you had been there, or knew about it and couldn’t make it on time, fear not, I wrote the best parts down and will now pore over my barely legible notes to bring you a nice summary of it all. Let’s begin, shall we?
Neil started off with a nice little intro about himself, making it clear beyond any doubt that he was definitely an authority on the subject and we better listen. So here are the seven steps we paid the utmost attention to:
1. Increase click-through rate, not ranking
Neil opened the subject with the following ‘shocker’:
“You don’t have to increase rankings to get more search traffic”
What. But wouldn’t ranking higher mean more people will click on it? Well…kind of, ranking isn’t everything. Do you always click on the first result on Google? Or do you scan the titles and descriptions to find the most appropriate one? I’m guessing it’s the latter. So instead of focusing on getting higher up on the ranking with ads and whatnot, focus on your copy (title tag and meta-description) to get more attention and more clicks. Plus, the more clicks you get, the higher up you go!
However, as a marketer you know stats are everything, so make sure you’re following up with tools such as Google Console where you can see which pages have the best and worst click-through rate (CTR). Furthermore, if you modify your copy, don’t forget to tell your console to re-crawl the site.
2. Competitive intelligence
Keep one thing in mind: There is always a competitor. If you haven’t already, it’s a good idea to research your competitors and check what they’re good at, what they could improve (that you could offer in your product instead as an added value), and how they rank. Neil gave a couple of good tools to help with this process: SEMrush is a paid tool which shows you the keywords your competitor ranks best for. Ahrefs is another tool that shows which websites are being the biggest sources for leads for your competitors’ websites, so you can reach out to them one by one and ask them to include your link too, you may get the same boost in leads.
3. Link building
No one can deny the importance of links for your website, but getting your links out there isn’t always successful or even easy to do without coming off as annoying or spammy. Neil gave some good workarounds for this. One being guest blogging. Guest blogging goes a long way, all you have to do is send emails out to blog owners with a little intro about you and showing interest in their field before ending with an offer for your blogging services. But, avoid mass emailing tools. It’s obvious when it’s an email that has been sent to everyone and they just changed the name and URL. Take the time to really write it out, personalize it, add some flair and you’ll more than likely increase your response rate. In fact, at least 5 – 10% of the people you email should respond.
Asking potential customers or group leaders for feedback on your new website is also a good way to get some visitors and if they like your site they’ll probably tell others about it too. Here’s an email template Neil offered.
Here’s another tip: Use your product/service to help them with a solution to a problem. For example, if you own a tool that checks for broken links, scan a website, find the links and then email the owner with something like “Hey! I was going through your website and noticed you have 15 broken links. I can send you a list of them if you want.” Once they respond, send them the broken links and then a link to your tool so they can scan for broken links themselves in the future.
4. Lead magnet
Lead magnets are a way to collect emails to generate traffic to your website. The gist is you give people something in exchange for their email. People like free things, and email costs them nothing to give, so it will almost always seem like a sweet deal. Once you have their email, you can begin generating sales by emailing users about new products or features or promos. Here’s an example:
Also, when giving the option to accept something in exchange for email, if they select no, follow up with another offer that would be relevant, for example if you’re offering to generate traffic for their website and they select No, you can follow up with an offer like “Learn to DOUBLE your traffic“. They may just find it hard to say no to that.
As for tools to help you with lead magnets, Hello Bar is a free tool to create them (owned by Neil Patel).
A tripwire is an offer you can’t refuse (no not like an Italian mobster offer, I mean an actual great offer). Something that almost sounds too good to be true. Here’s an example:
Once you’ve grabbed them on the offer, you can then up-sell them on a more expensive products or services later on, or even during checkout. You don’t have to physically ship them something though, it could be as simple as a free PDF or free trial if they share you on Facebook. Also, blocking off content on your website and asking them to do something easy to see the rest, like subscribing or liking your social media pages.
6. Core offers and profit maximizer
This is all about finding potential customers and building a relationship with them so they can buy what you’re selling. Sites like Craigslist help you recruit people, ask friends for feedback, use LinkedIn to send emails for feedback. If you use surveys asking what problem they’re facing that you can help solve, then make sure to survey at least 30 people to notice patterns.
As for maximizing profit, think about how fast food servers get you to upgrade to a combo or a bigger drink for “just 1 dollar”. Well if it works for them it’ll work for you. A good place to do this is during checkout, ask them if they want an additional service for a very small price and work your way up from there. Neil assures it’s easier to upsell existing customers than get new ones. So don’t be afraid to poke your customers with little offers that will lead them up to the bigger offers.
7. Conversion Rate Optimization (CRO) hacks
While you build up the relationship with your customers before selling to them, try to make it like dating. If you have a product, let them spend time with it, use it, THEN ask them to make a commitment (like sign up).
Also, make it easy for people to sign up. It’s 2016, streamline the process by including a social sign up. Also try to personalize the experience as much as possible, grab their location and use it wherever you can (ex. Hey John, want to gain followers from Las Vegas?). Talk to them like a person, and not a company just looking to sell. People prefer to spend their money where the staff is friendliest, so it makes sense that they would do the same for websites.
Now there was one final point, which was the promotion of his thousand dollar ‘Advanced Marketing Program‘ with a limited number of seats and I won’t go too in detail but all the information is on his website, if you’re interested.
So there you have it, the best of the best tactics in web marketing which have all been tried and tested by the greats. Careful now, you may be tempted to think “Yes I’ll remember this” and then end up not going back to it. So go back up the list and pick one tactic, just one, then apply it to your website or your company’s website. Check the stats in a week, see if it changed anything. Knowledge isn’t useful until you make use of it, so take your pick and bring it up in your next team meeting. If anything, they’ll love you for taking initiative. Good luck!