How To Market Your Information Product Online
Marketing your information product is probably the easy part. Getting everything created, systems in place, customer service, sales funnels, content delivery and all that crap is tough! The hard work is truly over. The marketing part is just about experimenting with different traffic and finding profitable advertising campaigns.
I know Tim Ferris from the 4 Hour Work Week launched his health supplement product pretty quickly. He struggled with marketing in the very beginning, but soon found a solution. He just started buying advertising space in fitness magazines. He lost a lot of money but by the time he was done spending his advertising budget he found several magazines that were sure winners.
He would get half/full page ads in fitness magazines, pay a few thousand for them and make a few thousand back in return. The real profits came in from his customers getting on the monthly supplement auto ship. Anyway my point is you have to experiment with different marketing. I advise everyone to start off with pay per click ads. guest blogging, SEO and lastly Solo Ads.
To begin with I recommend paid marketing. My view has changed since I started, I used to say why pay for traffic when you can generate it for free? The answer to that is time isn’t free and you can get results a lot faster by investing some money up front. It’s essential that you start spending money on different kinds of marketing until you find something that works for your product.
Some traffic, you should send straight to your sales page. Less targeted/pre-qualified traffic you should send to a capture page. Your capture page should deliver a freebie that pre-sells your product. Pre-selling is the art of making people want to buy your product without actually telling them what it is.
So let’s go through 3 ways to market your own information product:
1. Guest Blogging
Guest blogging is an amazing marketing strategy that can yield incredible results if done correctly. Depending on the niche you’re in, you may or may not be able to use guest blogging in your overall marketing strategy. In a nutshell, guest blogging is where you write a valuable blog post and publish it on someone else’s blog after their approval.
At the end or beginning of your blog post you’re usually allowed 1 or 2 links to your website/s or in this case, a capture page that leads to your sales page. In the Internet Marketing niche, I’ve seen it time and time again. Marketer’s using guest blogging to promote their new books or courses. They simply write a free report or give a section of their product away in a video/report that pre-sells people on buying their main product.
They then setup a capture page that’s designed to persuade people to opt-in for the freebie. Once that little system is in place they guest post on all of the major blogs linking to their blog and capture page in their author resource box. For example Copy Blogger. The blog has like 100,000+ subscribers that get notified about every new post that’s published. If you had a simple author resource box like:
David is an Internet Marketing master who started online in late 2009. You can find his blog at BLOG DOMAIN or download a free copy of his report called List Building Mastery.
The “List Building Mastery” would obviously link to a capture page that gives away the freebie that pre-sells your product. Imagine putting that in front of an audience as big as 100,000!
PPC or pay per click marketing has been used for years. Above all pay per click networks is Google Adwords which I’m sure you already know about. Using Google Adwords you can put your sales page or capture page in front of millions! You know those ads or “sponsored links” you see on the side of Google when you search a popular term?
Well those are paid advertisements created through the Google Adwords program. With Google Adwords you pay per click you receive and you’re allowed to input your maximum bid per click for each keyword you input. When you start a campaign, you have to add a load of different keywords you want your ad to be displayed for. Let’s say for the list building product I setup an ad like:
- List Building Mastery
- Learn how to make $23,000/month
- Building stupidly simple email lists
- Online in 10 seconds flat!
That could be a Google Adwords ad. After using the Google Keyword Tool to identify a bunch of keywords, I found:
- List Building
- List Building Tips
- List Building Courses
- Email List Building
- How To Build A List
- Email Marketing List Building
- How To Build An Email List
- List Building Help
- List Building Strategy
- List Building Strategies
I’m sure the people searching those keywords would be interested in purchasing an information product on list building. So I can input those into my Google Adwords campaign, set a maximum bid of $0.20/click and let the campaign run. Let’s say after 2 weeks I spend $58 and receive 300 visitors. Let’s also say I sent the traffic to my capture page that gave away a free list building report.
Now if just 30% of those 300 paid visitors opted in, I would have 90 leads. Let’s say just 60 of them downloaded and read the free list building report. In the report I could talk about how amazing list building is and how I’ve been making so much money doing it. Then towards the end of the report I could have a strong call to action saying “If you’d like to learn how I made $XXX.XX with list building in 10 days, click here to take a look at the full product”.
Now let’s say we lost 10 of the 60 people who read the report due to boredom and or untargeted traffic. That’s 50 people who clicked through to the sales page of which just 3 of them bought. That’s just $111 at $37/sale in revenue, minus the $58 spent on advertising – that’s a $53 profit. Not much, but there’s also backend sales and more. Also the Adwords campaigns can be constantly tweaked for MUCH better results.
Search Engine Optimization is one of the oldest tricks in the book. Using SEO (Content + Activity + Backlinks) you can drive laser targeted traffic to your sales page and capture page. It’s quite simple, use the Google Keyword Tool to indentify a group of 50 keywords you think your target market will be searching. Then write/outsource 50 articles, 1 targeting each keyword on the list.
You could do this on your product domain name or create a new blog/website for example. Let’s say we use the product domain. We could install WordPress and setup a blog on the productdomain.com/blog. Over the duration of a few weeks we could have a 50 page blog covering all of the keywords. To make this work on-page SEO is needed. Keyword in title, description and header tags etc.
Then we could take the content, spin it with a tool like The Best Spinner and submit it through a load of blog networks linking back to each post using each keyword as anchor text (If this doesn’t make sense start with the other stuff). You could carry on by submitting the content to article directories, web2.0 sites and even writing press releases to start off with a bang.
Followed by more link building and then you’d have top rankings for your desired keywords. As soon as the backlinks kick in so will the rankings and traffic. Using your blog/site you would then redirect all the traffic to the main sales page or capture page. Marketing isn’t that difficult, it’s just about driving the right traffic to the right pages. With enough practice and a reasonable amount of money spent on advertising – you’ll have a kick ass information product selling dozens of copies per day!
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