Traffic Generation 101 - Defining & Finding Your Target Market



The article on this page is a preview of some of the content

taught in Module 3 of the Public Domain How To course.

Module 3: Traffic Generation 101.




Damien DupontFrom:
The Desk of Damien Dupont

Out of the six modules that form part of the 11hrs+ of instruction in the Public Domain How To course, Russell Brunson dedicated two entire modules to traffic generation.


The reason is... no matter how high the quality the public domain derived products that you create are, and no matter how good your sales-letter is, you won't have a very profitable business without a large and steady flow of fresh visitors to your website and exposures to your product.

Whilst there are many, many ways to source and develop visitors to your website, all traffic will fall into one of three categories. Either you'll buy it, create it, or borrow it. Russell covers traffic generation methods for each of these categories. But before we even come to that, it's important to lay the foundation, and that is, to fully identify all the target markets for your product. Here's why...




The Importance of Defining Your Target Market


Before you start marketing your product or placing any ads, you need to sit down and look at your product, and decide what and who your target market is.

Russell shares that the way he first learned the importance of doing this was when he started marketing his first online product, Zip Brander. Russell thought that his target market was online marketers and that was where he was focusing his efforts until one of his JV partners, Raymond McNally, suggested that there are more than just Internet marketers who would want his product. Ray asked him to put some thought into who else might possibly want his product, and Russell was like "well – I can't think of anyone else"?

Zip BranderSo Ray suggested possibly programmers, because they're often delivering code to people, and the program would enable them to wrap their code up in a little ad or email capture box or something (which is what Zip Brander does). And he suggested also that there are tons of these file-sharing boards where people are sharing their files with each other as free downloads. Zip Brander would enable these people to do the same thing, such as add an affiliate link to another similar product so they are able to monetize their give-aways.

Ray went on to name a further three or four different groups of people that were completely different from the market Russell had been focusing on. Now that was big. Suddenly Russell's potential customers went from people who were just into one thing, to people across six or seven different areas, and this gave him the potential to multiply the income from his product many-fold.

So getting this right, and working out all of your potential target markets is a pivotal first step that should be completed before you begin your marketing because it impacts:




The keywords you'll research relevant to your target markets;



The communities (online and offline) that you will target your marketing to (e.g. online forums, offline magazines, clubs, etc..);



The potential affiliates that you will seek out. These will be people such as those with pre-existing websites in your target market that you can contact and ask if they would like to put a link to your product from their website, and earn a commission per sale for doing so;



The potential joint-venture partners you will contact. These are the already established "big players" in your niche who may already have large mailing lists and who you can contact to see if they will promote your product to their lists in exchange for, say, 50% of the profit per sale;



The products you will look for that are similar, or almost exactly the same, as yours;



The products that are complementary to yours. Not the same, but that the same target customer might want. If you're selling an info product on a particular style of Kung Fu, that same customer may also be interested in purchasing additional books, or training aids, weaponry, etc..

Because of the importance of this step, Russell has systematized it in tabular format, and included the steps in the Public Domain How To workbook. It's the same system Russell uses to define traffic sources in each of the above six categories before he launches each of his products.

Whilst it is obviously niche dependent, in most cases what's going to happen when you follow this system is that you're going to end up with a huge list of keywords for each target market. You're going to end up with ten to fifteen communities, thirty potential affiliates, ten to fifteen big players, ten or more similar products, and fifteen to twenty complementary products.

All of these are potential lead generation sources. Most businesses don't have that many lead sources. If you have a shop front in a mall, what are your lead sources? Aside from the people that walk by your store, you can add to that the yellow pages and maybe some local newspaper ads, some radio commercials or possibly TV advertisements. That's only four or five ways to generate leads.

But when you're marketing online, you are not limited geographically. And if you follow this system you'll end up with thirty, fifty or more different ways to generate leads. Just take potential affiliates (3rd in the above list), those with pre-existing websites in your niche. These kinds of partners are the easiest to get as they are often enthusiastic about their niche, but in most cases know little about marketing.

So you can contact them and say "Hey, I see you run a Kung Fu school and have a website. I sell a course about the Ren Shi style of Kung Fu. Here's a downloadable copy for you to review. If you like it, you can put this link right here on your website, and you'll make 50% of the price of my product every time someone clicks through from your website and buys my course".

These people are already highly enthusiastic about their niche, but don't usually have the online marketing awareness of how they could further monetize their web presence, and so they are often more than happy to take advantage of opportunities to do so. And each person's website is like a new commercial, or a new revenue source. A new source that you can use to drive long term visitor traffic to your product and website.

Following this system will give you tons of different traffic sources that you can tap into. What's really important is to tap into other people's traffic, be it their mailing list, or the traffic on their website. This is "borrowing" traffic, and it's a lot easier than generating your own.


Finding The People That Belong To Your Target Market

Once you've defined your different target markets, the next stage will be to find the people within those markets and either:




Buy traffic: through pay-per-click, e-zine and other forms of paid advertising;



Create traffic: via article marketing, on topic community forums, message boards, Yahoo! Groups, Ryze, and eBay;



Borrow traffic: by inviting important players in that market to joint-venture with you.


Russell covers his systems, tips and "how to's" for each of the above traffic sources, with an emphasis on tapping into pre-existing traffic sources (created and borrowed), which is where he spends the most time. He goes into detail about how to contact potential joint-venture partners, in order to greatly heighten the level of response that you will get.

Forum Marketing SupertipsHe emphasizes the value of community marketing via online forums, and gives an example of a baby signing product he was working on (sign language for communicating with babies), and how he and his wife found huge online communities of stay-at-home Moms that are discussing how best to raise their children.

Russell goes into detail on how best to approach community marketing in order to maximize your results and minimize your time commitment, without getting either the forum owners or members offside. For the record, much of what Russell teaches in this area has been gleaned from Harvey Segal's free Forum Marketing Super-Tips handbook.





Wrap Up


The following topics are also covered in module 3, Traffic Generation 101:



List building: A good converting sales page might convert 1% or 2% of your traffic to purchasers. Russell shares the technique he uses to capture up to 54% of his visitors to his auto-responder mailing list, and how you can subsequently multiply your conversion rate by bringing those visitors back to your website time and again through a quality, time sequenced auto-responder email series;



Creating a good optin offer: How to define what attracts your target market and create a good optin offer, be it a mini-report, or the first two chapters of your book, etc..;



Auto-responders: How to create your follow up messages by expanding on benefits and bullet points from your sales page, and how best to sequence your messages knowing that most sales will happen within the first two weeks;



How to get other people to help build your list: Russell gives the example of Jeff Mulligan who runs a site about how to beat speeding tickets, and how he contacted owners of car related/car enthusiast websites and gave them a report on how to beat speeding tickets which they could offer for free to their visitors;



List segmentation: The reasons why you should maintain distinct email lists, one for leads, one for customers, and ensure each of your lists is highly niche targeted;



Product Lines: How to build a pipeline of products that fit together logically, and why this is so profitable;



The Importance of Teleseminars: A good sales letter will convert at 1% to 2%, whereas teleseminars convert at 20% to 30%! (tip: make sure you record your call so you can later sell it as another product, or a product with resale rights that will go viral and generate long-term traffic back to your website). Russell includes some teleseminar service providers.



How to setup and conduct Teleseminars: How long they should be, and the distinct phases & tranches within the teleseminar schedule; How to populate your tele-seminars with attendees; How to identify concerns & objections before the call, and overcome them early in the call; How to use hooks to keep people on the call. Having done this correctly, simply give your attendees as much value and content as possible, and at the end of the call direct them for more information to your course that complements what was discussed;



Postcard Marketing: Why and when offline marketing is so important, and how to do it;



Micro-niche your product: An info product for body builders can easily be adapted and modified for weight-lifters, with probably 90% of the content in common. Instead of simply having a speed-reading course, you can micro-niche it to laser target multiple markets (e.g. speed reading for students, speed reading for executives, etc...). This method allows you to glean highly targeted traffic from many more sources, and to multiply your conversion rate!




As stated at the top of this page, the article above is a preview of the content covered in Module 3 of the Public Domain How To course: Traffic Generation 101. The second preview article on traffic generation can be found here: Traffic Generation 102.


There are a further five modules covering the remainder of Russell Brunson's Public Domain How To system, more than 11 hours of audio content in all, accompanied by transcripts and a workbook. For a preview of the content contained within all six modules of Public Domain How To, subscribe to our e-course below.




Damien Sig




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