Getting traffic to your online offers is one of the keys to survival in these crazy times. Today I'll be discussing the proven traffic strategies that we use for our clients. Surprisingly, now is an awesome time to get quality, affordable traffic. Don't miss this training!
For more information, please visit https://greenlight.digital/networking/the-essential-traffic-system-for-crazy-times/
Hello everybody and welcome to Monday’s live stream Hey, thanks for showing up I hope you are enjoying these. Strange soliloquy is from a very secluded a soapbox, let me get rid of the little banner on the bottom and hey, I’m Dennis Lewis. Pat Dennis H. Lewis. Remember you’re I’m here every day, quarter past noon Eastern. something new something different every time maybe a weird story, maybe some really awesome content. Maybe I’ll go stark raving mad because I am under lockdown. And so who knows? Stay? Stay tuned to find out what happens to crazy dentists today. I’ll always have funky wallpaper behind me. Anyway, today I’m going to talk to you about the essential traffic system for these crazy times. Okay. So let’s just jump right into the content and get to it So here’s the deal. Your message can’t be effective if it isn’t heard. And it has to be heard online, you need traffic you need people watching, reading, listening, engaging with your brand’s message with your company’s message. And I, you know, there are a gazillion ways to get traffic, some of them better than others. Some of them more expensive than others and some of the more efficient than others. And that’s what we’re going to talk about today we’re going to talk about getting traffic to your online offers. So let’s just grab the next slide here. And remember, I like to say this too often. Create marketing is really quite easy. It’s just saying the right thing to the right people. Okay. The two effect parts of this equation, though, are they need to be the right people and you need to say the right thing. Okay, and obviously, if there’s no people, then they’re not the right people. Okay, so traffic plays an important role in this. But not just any traffic, okay, I can get you literally hundreds of thousands of clicks to your website. And, but if it’s not targeted, if it’s not, you know, it’s gonna be it’s gonna be useless you’re going to get, you’re going to spend money on your servers. That’s about it. So, you know, today’s presentation, today’s livestream is all about traffic, and it’s all about getting the right kind of traffic and how to do it in a way that actually makes business sense. Okay.
And also, I want to address as we go through this, you know, the realities of what we’re living through right now. Okay, you guys know by now that I’m under lockdown. You can barely go out, we go shopping twice a week, and that’s about it. So I’m going to take out the dogs. And by the way, nobody’s asked yet. To see sky The Super Pitbull ferocious Pitbull, so that’s why he hasn’t been on a live stream yet. But if anybody leaves me a like and a comment and says, Hey, we want to see sky. She’s beautiful. She’s gorgeous. She’s fun. I’ll have her on one day. And that’ll probably be the highlight of all the live streams that I do. So, that being said, let’s jump in here and talk about, you know, the ugly truth about online traffic. Okay, first of all, there’s two types of online traffic, organic traffic and paid traffic. And the ugly truth is there’s no such thing as free traffic. Okay? organic traffic is when somebody finds your website because they search for a keyword and Google happens to show them a link to your site and they click and they go to your site. And it seems really, really awesome and it is, but it’s not free. Because if you you know if you to get listed at the top where you’re going to get any kind of significant traffic On a search term takes a lot of effort. Okay? And that’s called SEO. And I there is a whole exceptional, your landing page is perfect and everything is perfect, then maybe maybe you’ll be lucky and you’ll be making sales. But cold traffic is notoriously hard to convert. You need to have in plan where you are interacting and building a little bit of trust with this audience so that they and you’re leading them through a journey to making a purchase. Okay. It’s it’s I know this sounds hard. I know it sounds like an uphill battle because it is but this is how you actually reach the goal.
I’m not going to use the word sleazy although I would be tempted to use a word similar to sleazy about search engine optimization. It is a very complex, very hyped up industry about, you know, gaming the system to get you at the top of Google’s results. And the honest to god truth, publish good content, make it relevant, and you’ll get ranked eventually, more or less. And it’s probably not completely under your control anyway. But if you try to be sneaky and try to be smarter than Google to make sure that your traffic your your results you get up at the top. Chances are, chances are that you’re not going to have success or you’re going to have success. It’s going to be temporary and it’s going to go away. That doesn’t mean all SEO is bad by any stretch of the imagination, it isn’t. But just do things focus on, on the users focus on providing content that people really want and need and make it as. And as long as your plumbing is set up correctly. And by plumbing, I mean, your website and your, the way it’s structured in the internal links and and then half the battle is done. Okay. Yeah, you can buy some backlinks, you can get some backlinks. Okay. That’s, I wouldn’t go much farther than you know, just because, you know, you don’t want to bet your whole future on on something that could be gone in a blink of an eye because Google changes their algorithm.
And if you think you’re smarter than Google, you’re not, okay. So do things the right way, produce the good content, put in the effort and you know, Make make sure the content is focused on things that people really are looking for. And that’s about that’s probably about this, as far as you’re going to really get on organic traffic, it’s not going to be fast, it’s going to take time, it’s going to take effort, it’s going to be over a long period of time. And that requires that requires investment to make that effort over that long of a period of time is costly. So that’s why I say there’s no such thing as free traffic. You can also go and hire SEO companies and they will try to help you get there faster, and some of them are really good, but that’ll cost you money as well. So you know, organic traffic is awesome, but it isn’t. It doesn’t depend on you on the short term, okay, so the alternative is paid traffic. And here it all depends on your math. Once you can find attract and convert cold traffic into paying customers You can do this all day long. And it’s great as long as you’re turning a profit, but and I would say in today’s market in this crazy time that we’re living through, man, that is the key to survival, being able to get cold traffic, convert and warm it up and convert it into sales profitably is such an amazing feeling. Okay, and when we take clients and we help them get there, they are always thrilled. Okay, so let’s keep going and really think about this. One of the key things you have to understand is once it’s not enough, how did Elvis Presley get to be a super rock star? How did you know how how did so many great musicians, you know, get to be so famous and so well known? Well, it was thanks to the radio. And the reason it was thanks to the radio is they were playing those songs over and over and over again, it’s repetition. Okay, that’s why I’ve got this funky radio on this slide. Because once isn’t enough, if you buy a click, don’t count on by making a sale off of that click. Unless your your you know, unless your offer is just okay? So, you know, there’s a lot to be there’s a lot of factors involved.
But almost all of those, it doesn’t really matter where you’re on that spectrum, wherever it is that you’re the cost is of the clicks you’re getting, you need to be getting emails, you need to be, you know, retarget pixelating them on multiple platforms so that you can reach them again, so that all the effort you’re putting into the top of your funnel, and we’re going to talk about this a little bit more depth. isn’t just a one time deal, okay? It’s not a one night stand, you want to build a relationship, okay? You want to have a bond with you with every person that comes to your site, okay? And if you focus it that way, the the on the you know, over time you’ll be you’ll have a lifetime value for that customer that will be much higher. Okay? But if you just want to burn through cheap traffic, more power to you but that isn’t a winning strategy and it probably won’t be as profitable. Okay, let’s keep going here. So two types of traffic that you really need to understand. You need to understand top of funnel traffic. Okay, this is where this is at the top. This is the people that are coming in new, okay, these are new people. This is cold. Basically Traffic, it can come from Facebook, it can come from Google, it can come from a whole lot of different platforms that we that are out there. It can come from the content you’re publishing, okay? People find that content, they click through that’s top of funnel as well. With top of funnel traffic targeting is everything. Okay? It is really everything you really want to make sure you’re talking to the right person, okay? Because this is where the volume of the traffic comes from. Okay? And if you’re wasting because you’re pouring irrelevant people into that top of that funnel, then you’re throwing money away. Literally, you’re throwing it away. Okay? And if you’re, if you’re bringing in the wrong people to that funnel, it can be even worse because maybe, you know, if you’re a consultant if your coach if you’re selling a higher ticket value, add services, do you really want low value customers who are going to be refunding and who are going to be creating problems and don’t have the money to buy your products and your services. No, you want the high value customers. And the way you do that is you have the right targeting. And here I’m going to tell you that we do a lot of Facebook advertising. And Facebook is without a doubt and amazing advertising platform. But not only is it complicated, not only are there a million little tricks involved in every campaign, not all that they tell you is true.
Okay, I’m just gonna leave it there. When you target by interest, it is vague, okay. You know, let’s imagine that you’re selling swimwear, okay. And you decide that you’re going to target you know, women between 18 and 30 years old who who love watersports. Okay. They love Beach, they love the pool, they love the, you know, jet skis that kind of thing. Right? And so you think oh, this is easy. I go in, I do some demographic parameters and I pick interest groups like surfing and you know, paddleboard and you know, things like this. And you think, man, that’s, that’s highly targeted traffic. The truth is that it is but it isn’t, okay, the it’s approximate. Okay? And that’s all you get, okay, you and it’s not enough, it really isn’t you to get really quality high value targeted traffic, you have to go farther than that. Okay? And there are ways there are tools or systems that we use to do that, which allow you to focus in laser focus in on really specific groups of people that are Not necessarily are available through the standard Facebook algorithm. Okay? Sometimes it’s good enough doing interest based targeting, but I will tell you normally it’s not. Okay. Normally it’s just not targeted enough. Okay.
And the last thing about top of funnel traffic, like I said before, don’t waste the click. So pixel them, get their email, get, you know, get get their Facebook Messenger, do whatever you can so that you can communicate with that highly targeted person more than once for the cost of that click. Okay, the more you can interact with that person, the better off you are. And that brings me to the second part of what type of traffic which is returned traffic. Okay, this is where you earn your audience’s trust.
Okay, this is when you can appeal Hear in their consciousness more than once. Usually, for somebody to make a purchase, they need to hear about you several times. I mean, there’s studies that say seven more, say 11 or say five. They don’t know the exact science behind. I know that. It’s true though that you want to be in front of your audience multiple times if you want to earn their trust and get them to buy. And here we have a lot of different strategies email as one, Facebook messengers and other social engagement can be another and obviously retargeting is another. And for those of you who aren’t, you know, sophisticated marketers, retargeting is where you show the people that have come to your website ads after they’ve left, okay? And you kind of follow them around. And I will tell you this, most people do retargeting raw they do it poorly, okay? They lump website visitors into a bucket. And then they hammer that bucket with one or two different ads. And it’s just that is it’s easier that way. Okay. All right, I’ll tell you this. If you’re not doing retargeting doing retargeting poorly is better than not doing it at all. Okay, I definitely. But if you want to do it right, you have to really think the process through. And we do this sequentially so that we we set up our campaigns so that we are actually taking our audience by the hand and leading them through a process that we want them to see.
So that every day they’re seeing different content from us, that is focused on building that journey, carrying them through that journey to making a sale. And this is so powerful, it is so effective, especially for e commerce. You know, you that way you have multiple opportunities to really convince the audience that you’re building, that you are a trustworthy place to do business. And if you do it that way, it will, over time return very positive results. Okay, so this kind of brings me here to our traffic system that we have. You’ve got a picture there, it kind of gives you an idea there’s a lot of moving pieces to it. So there could be you know, there’s your blog, there’s your Facebook page, there’s your running lead ads, running contests, your main email list driving people to offers pulling them into audiences, custom audiences based on the behavior that they have with this content. And then using techniques like look alike audiences which are very effective in the US. If you’re if the if the audience You have is really good at the beginning, then it works really well.
Okay. I’ll say to the US It doesn’t work that well, I’ll tell you from my experience and it because Facebook just doesn’t have the same amount of data on people as they do about Americans. But what this basically I look at like audiences is that you tell Facebook, okay, I have this group of people, these are my, you know, you take these are my best buyers, these are the ones who spend the most money with me, okay, find me an audience similar to these people. And boom, Facebook does magic and it does that. Okay. It doesn’t tell you how it does it. Okay, Facebook doesn’t, you know, it studies probably 100 200 different data points around every person on that awesome audience that you give it that and they say Uh huh, okay, and it finds the, the finds all the commonalities, and it says, Okay, now I have a pattern for these people that you Dennis says are my best, most qualified buyers. And I go out and I compare all of Facebook’s audience in the US. And I find the people that most match that pattern, and I let him run ads to this. And if you do it that way, if the initial audience you have is really good, then the look alike audience can be really, really good and that can help you scale. There’s a lot of times what we see are people that say, Okay, I can run ads and I can get traffic and I can make a few sales but I then I try to spend more and it fizzles out and it doesn’t work and I don’t get the you know, and I don’t get the results. I can’t grow it. That’s a real common problem. The way you solve that is, like I’m telling you right now is by creating look alike audiences and making sure that we’re also testing different top of funnel traffic sources, so that you’re always finding new people and trying to hone it in and see How how low you can get your CPA your cost per acquisition of a client. And if you do that, right, then you and you start putting into place all the pieces that are on this puzzle that I’m showing you here, you can build a really powerful traffic magnet that brings in sales and can over over a long period of time. So all of this is this isn’t new. But if you compare this and now you say, Okay, now look at where we are right now. We have people that can’t that are that are literally sitting home all day long, because they’re there. They’re there. They’re on lockdown. They’re at stay at home. They’re online. God knows how many hours a day. They’re working from home. They can’t go to the stores. So ecommerce is growing, and businesses are running scared, and they’re Pulling back on their marketing budgets, which is driving down the cost per click on platforms like Facebook and Google because there isn’t that much competition because people are worried about not being able to weather the storm. This combines to make an awesome opportunity. Okay, it really does.
Okay, now it won’t work if you don’t have a good product if you don’t have a good offer, okay, you know, I can build the most spectacular plumbing and traffic system for you. And if your offer stinks, it stinks. If your message is wrong, it’s wrong, it won’t work. But as long as we have a good message with an awesome product offer, if we build this for you, it will work and you will make sales and that could definitely be what helps you come out of this terrible time on top. Okay, I am going to be harping now from now on I really put in a lot of reflecting over the last few couple of weeks and This is the message that I’m really wanting us to all be focusing on every day. How do I come out on top, when this is all over, okay? And coming out on top has two parts to it, okay? It’s coming out, that means surviving, that means being alive on the other side of the storm and being on top, which means being at the stronger of all the survivors. Okay, that doesn’t mean that this is going to be easy. That doesn’t mean that you’re going to get rich during this time. Okay, I’m not here to sell you patriots. People are scaling back you do need it. Now. You could and that can happen. But that shouldn’t be necessarily your only focus. Now. If you’re focused on building something sustainable, solid and taking advantage of the moment, I mean right now, then you stand a good chance of coming out on top. And if we could do that, and another have us do that. That is what’s going to pull our society back together and get us back to work. So I think this is really important. Thank you very much. If you have questions, leave them for me here. If you’ve enjoyed this presentation, please hit the like, please leave me a comment. This really helps. It will get us out there. And do it now. While you’re watching. Okay, don’t wait. Click Like now. Leave a comment. Now. I’m putting this effort in for you. If you do that, and you leave me a comment and ask for the presentation, I’ll make sure you get it as well. Okay. Thank you very much. Any questions you have? I will definitely answer them for you either in the comments below or we can have a call or we can have a I’ll send you a direct message. Thanks for listening in. There’s my contact information. appreciate it very much and hope you’ve enjoyed today’s live cast and live stream and talk to you tomorrow.