Traffic Generation 101 - Defining & Finding Your Target Market

From:
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"?

So 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:

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:

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.

He 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:
 

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.

Warmly,

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