If you know me, you know I love to teach. As a matter of fact, if someone would pay me to teach all day long, that's what I would do. In a lot of ways, that's the way I built my business. Through my masterminds, my courses, and giving speeches, I do get paid to teach. The people coming to these courses, classes and masterminds pay me. That's just the way my business has been built. You may have people that you serve in different ways, whether you're a service provider, a coach or really anything. The key thing is to figure out what your superpower is and keep doing it.
One of the things I started this year is something I call my Bacon Weekly Mastermind. I love this mastermind. It's a one-hour phone call that starts out with a little bit of training, and then it evolves into an open Q&A and mastermind. I've been getting some awesome questions lately. I really like the things that people are asking, because it challenges me to think.
Two Kinds Of Traffic
Today I wanted to give you one of the questions that I get asked quite often. It is, “How do I increase traffic to my website?” Everybody wants more traffic to their website. I would love more downloads of this podcast. I would love more traffic to any of my websites. The answer that I gave was … there are really only two ways to get traffic to your website. Number one is to pay for it and number two is to earn it.
Getting The Right Traffic
Let's talk about traffic up front. There are three kinds of traffic. There is cold traffic, from people that don't know you from Adam (or Eve) and are intrigued and want to see what you're about and what you do. There is warm traffic, people that know you, maybe even like you and trust you, but are not ready to do anything yet. Finally, there is hot traffic. Those are people who are saying, “I need to go to this site. I'm ready to buy. I'm ready to engage. I want to do something.”
On top of that, there are two different ways that people are looking at. One of them could be a point of pain. I need to alleviate this pain. I'm not making enough money. A pain point is when I'm in a situation where I need to solve a problem, like I have a computer that got hacked, or whatever it is. A pleasure point is I want to go on vacation. I want to earn more money and have the lifestyle that I'm looking for. These are the things that people talk about all the time.
If you add that up, you've got cold, warm, and hot and then you got pain and pleasure… so there are customers who would be Cold/Pain, Warm/Pain, Hot/Pain, Cold/Pleasure, Warm/Pleasure, Hot/Pleasure. These are actually six different groups of people that you are speaking to. Again, going back to the point I made, there are only two ways to get traffic. Number one is to buy it and number two is to earn it.
In the buy it area, there are certain businesses and people where it totally makes sense to pay for traffic. The way you pay for traffic is advertising. Just so you guys know, I do a lot with Google. I am actually a Google Certified Expert. I have clients who use Google Adwords, analytics, Google Business and all of those things. Because I'm working with clients who are spending so much money, Google actually calls me and instructs me on how to improve their search capabilities, so they keep spending that $5,000, $10,000 or $15,000 a month. Let's talk about one of my clients in particular. This one company spends $5,000 per month in advertising. As a matter of fact, that's why Google started calling me and now that I've started to have more clients in that realm, they call me again. But most of you would say, “$5,000 per month is a lot to spend on advertising, right?” Well yes it is, except in the case of this particular client. They earn upwards of $50,000 to $150,000 for every sale they make from that $5,000 advertising. That's a pretty darn good investment. In the world of advertising, if you could spend a dollar and make two of pure profit, you would do that all day long, right? I mean you're just going to double your money constantly. In the case of my client, yeah they're spending $5,000, but if they get one $50,000 or $150,000 client, they'll just keep spending that money over and over. In that case, it makes sense.
A lot of people try dabbling in Facebook ads. Facebook ads are great, because the cost per click is usually pretty low. You can get it down into the 20 cent range or sometimes its a buck. It depends on what you're trying to do. But again, if you're not getting the return on investment, then it's not worth it. What you have got to look at is whether purchasing ads is giving you the return on investment that you want. That's when buying ads totally can make sense. For the vast majority of us, we're not going to see that return on investment, because the cost of advertising is just way outside the box. I've got a particular client who is a plumber. Plumbing ads in the Chicago-land area, around Naperville, St. Charles, Aurora, etc., are $30 per click. If you pay $30 per click, each click is going to get somebody to your website. It takes upwards of 10 clicks to the website for somebody to pick up the phone and turn it into a lead. That means the cost of acquisition for leads could be as high as $300. Hence, the reason it's so hard to advertise in that realm.
Let's look at the other way of doing things. This is one of the core principles I teach in the Bacon system. The Bacon system is all about trying to generate leads without spending money on advertising. It's really based on having a killer website, Google Analytics and content marketing. Content marketing is about creating great content that talks to those six areas that we were talking about. I do a blog. I do a podcast. I try to teach people to write a blog that is answering the questions and teaching people in your realm, your perfect clients, to give them something of value that will keep them coming back for more. That means writing blogs, doing podcasts, doing something of value that people really want to pay attention to. You need to target those messages in a way that makes sense to each one of the perfect avatars that you have. Remember I said we have six groups which are cold, warm, hot and then pain or pleasure. You have to talk to people when they're looking for answers to specific questions.
It's not just enough to create great content. You have to use that content to drive them back to your website. When they get back to your website and they're looking at that blog or podcast, there has to be that call to action in there that gets people to either pick up the phone, fill out a form, join your email list or do something else of value for you. When you're doing this, you're basically generating leads as you go along. These leads may not be hot leads, warm leads or cold leads, but you don't know when you do it. The key thing you have to do is focus on getting people to pay attention to the messages and keep them wanting to come back for more.
In order to earn people's trust and their business, you have to spend time. That's one of the things about content marketing versus paying for it. Paying for it is easier and quicker, but much more expensive. Using content marketing is an investment. It takes some time to get people to make those decisions, but you know what? You have a much easier time of getting people to know, like, and trust you by giving them something of value on a regular basis.
I would love to hear your thoughts and comments and maybe how you generate more traffic to your website!
To learn more about this and other topics on Internet Marketing, visit our podcast website at http://www.baconpodcast.com/podcasts/