I operate in a market that must have one of the lowest levels of trust.
The information-marketing industry.
Nearly everybody has had their fingers burnt by this industry – I’m not proud to be part of it – it’s full of absolute morons that have read a book or took a course on how to be an expert and believe they’re somehow qualified.
Because of this the market is growing.
But it’s like a balloon.
If you keep blowing … and keep blowing … and keep blowing.
What’s going to happen?
It’s going to burst.
… and that is what this industry will soon do.
It’s like any industry, it grows and contracts depending on the market and the recession will help with that.
We’ll have a record number of “Success Experts” stacking shelves in Co-op.
You’re probably reading this and thinking “Geez Oli, how negative?”
But I do bring good news.
That is if you understand what I’m about to share with you, you’ll be able to stay ahead of the crowd and always have the ability to generate goodwill and leads on demand.
Let me explain with a story …
I recently bought a product from a guy called Scott Oldford.
I haven’t bought an information-product for a while – as I rarely find any that I believe are advanced – once you’ve studied all of Dan Kennedy’s – then all you find is regurgitated info.
But this guy seemed different.
I’m not 100% sure how he got on my radar.
But out of nowhere, the guy just seemed to be everywhere.
One day, he was all over my Facebook.
The next day, he was all over my YouTube … and the next day I find myself reading his blog in awe.
Several days later, I’ve subscribed to his emails and I’m reading his sales pitch.
I then give him money with zero resistance.
Now, to me, this all seemed natural.
I discovered this guy, realized he was really good and made a buying decision …
… but the truth is, it was almost certainly manufactured.
He hit me with an advert, I engaged with the content, he then pixeled me to hit me with YouTube adverts … he then seen me engage with more content, offered me an opt-in and then he emailed me a sales pitch.
Essentially, as everybody else in the market tries to snog your face off on your first encounter … this guy gave me the eyes, bought me a drink and we had a dance to The Smiths.
A few days later, I’m in bed with this guy!
(This is hypothetical to be clear … he never bought me a drink!)
He established authority and gained my trust before asking for anything.
Most people drive their traffic straight from an advert to an action and wonder why their costs are increasing.
They assume they have trust/credibility without earning it.
But by creating a process to win trust prior to asking for an action, this guy completely WON.
We’ve been putting some similar series into place in some of our clients businesses at the moment, prior to asking them to join a Webinar.
I just want to walk you through them, so you can see how they work.
Step One – Blog Post
We drive traffic to a blog post that shares how we achieved a specific result, step-by-step.
It’s very informative, very helpful and establishes credibility.
It follows a frame-work that breaks down where the prospect is now and where they want to get to, painting a step-by-step journey of how to get there.
At the bottom of the page is a call-to-action to download a free digital book that goes into more detail.
Everybody that visits this page is hit with a pixel (that allows us to remarket to them).
Step Two – Intense Remarketing
As soon as anybody visits this page, for the next 14 days, we hit them with the most intense remarketing campaign ever.
The entire aim of this is to be EVERYWHERE.
We want to make sure they know who we are and trusts us.
We hit them across Google’s display network, we hit them with a YouTube advert which shares a story video and we’re everywhere on Facebook sharing content.
Step Three – Ask For The Opt-In
As soon as somebody engages with the second piece of content, we then trigger a Facebook ad to ask for the opt-in.
In this case, it’s an opt-in for a free digital book that is very detailed (and was originally written as a paid product).
It’s not a flimsy thing thrown together for bait – it was written with real value in mind.
As soon as people opt-in for this, we then invite them to a Webinar on the “Thank You” page and trigger an email series inviting them to the next Webinar.
Our Early Findings?
Our cost per webinar registrant has dropped significantly, our webinar visitors are converting 4% stronger and our engagement is through the roof.
You see, by doing this and leveraging content/assets that we have lying around, we’re able to establish trust and help our prospects BEFORE we ask for anything.
If you can do this, then you’ll be ahead of the crowd.
But if the above seems a little advance, then just adding one step prior to asking for the action is a great start.
Drive traffic to one piece of content, whether a blog post or video, then remarket to the people that engage with the content.
It’s really easy to do you.
And then click the eye icon, which will display your custom HTML.
Drop that on your blog post page, and Facebook will start building an audience for you of the people that visited this page.
You can then remarket to these people with your opt-in ad.