Day 3 – Tuesday MARKETING

1. Attend the “Fresh Start Call”

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Among the advertising/ marketing community, there are several books that are considered to be essential reading.  One of these books was written by a guy named Claude Hopkins way back in 1923- and it’s still considered one of the best books on advertising ever written.  It’s called ‘Scientific Advertising.’

As you’ll often hear me say, marketing is one of most valuable skills you can develop as a business owner.  No other skill can bring you a greater return on investment than marketing.  So it’s important that you invest in your marketing education and never stop learning.

We’ll begin today by reading Scientific Advertising.  It’s 41 pages, so it might be better to print it off and read it over the next week or so.  And remember, knowledge alone is worthless.  It’s only when you apply that knowledge (ie. take action) that it has any value.

>>> Download Scientific Advertising <<<

The Three stages of Marketing

Stage One
Objective; to get your feet wet.

The first stage, as you get started in this business, is to really just to get your feet wet. By now, you should have your website set up.  If not, then purchase your domain name and hosting from www.crazydomains.com.au, choose your website from the “Website Store” tab, and email me the details along with a good photo of yourself to put on your site.

My email is mattlloyd@homebusinessbuilders.com.au- don’t forget to let me know your hosting username and password so I can upload your website.

Next, we can begin your advertising with Google Adwords and some other forms of search engine marketing.

Before we begin with Adwords, let’s learn a little more about Google.

Google is the main player in the search engine market, and as marketers we’d be crazy not to make our Pay Per Click (PPC) marketing efforts with Google a central focus.  I recommend that as your home business grows, you continue to learn about Google, and develop a basic understand how it works.

When it comes to advertising on Google, what we are trying to do is have our ads display whenever someone does a search on a particular keyword related to our business. You may have noticed that when you do a search, there’s what’s called the Organic Results, which Google has deemed as being the most relevant to the particular keywords in question.

The organic results will usually begin about 3 websites down from the top of the page, and these websites have been selected by Google as being the most relevant to that particular keyword(s) that you just did a search for.

And then there’s the Sponsored Results, which advertisers have paid for. The sponsored results are usually the very top 2 or 3 results, and the results on the right side of the page (the background colour behind these results is a little darker in colour).

To have your ads displayed in the sponsored results, you need an account with Google Adwords – it’s free to sign up.  Once you have your Google Adwords account set up, then you will pay a certain amount every time someone clicks on your ad and visits your website.

The amount you pay depends on how much you bid per click (higher bids will get your ad shown closer to the top, which will get you more clicks).  Also, how relevant your website is to that particular keyword will influence your bid price.  For example, if you were bidding on the phrase “Home Business” and your website was about vacations in Florida, then Google would deem your website to be irrelevant to what the search engine users were looking for, and would penalise you by charging you more per click.  So you want to make sure that you only bid on terms that are relevant to what you offer.

In a minute you can go to www.adwords.google.com to get an account … and if you already have an account with Googles email service (Gmail) you can use the same log-in details.

But before we do that, let’s learn a little more about how Google Adwords works … Here’s a great little introduction that shows how Google can help you to grow your business.

Next, to learn some of the finer details about it all works, here’s a report you can print off to read throughout the coming week.

[This Content is for Members members only. Not a member yet? Sign Up Here- It's FREE.]

Stage Two
Objective; to build on the experience which you gained from stage one, by adding more advertising.

The idea in stage two is that now you have a little more time since you are now comfortable with stage 1. You have a website up which you have made one or two changes to during Stage 1, for example, changing some of the headlines and some of the content. Stage 1 got the ball rolling and you are now speaking to two or three people per week, you have a small marketing budget that you spend on your Google Adwords. Now in stage two you are adding a lot more stuff that is taking more time but now at least you have more time and are already speaking to people. You will now start to add quite a lot more other marketing initiatives to it. This is where you will try your blogging, try free website listings, free press releases, article marketing, perhaps even go onto Facebook and also advertise on Facebook, more banner advertising and a whole range of marketing methods. You are starting to do more and more of it. You can also set up an account with Google Analytics, which is a tracking software that allows you to track where your visitors are coming from.

You are then able to see which of your marketing initiatives are working, and which ones are not, and you can adjust your advertising expenditure accordingly.

You may now start to set up some other websites that will specifically target a niche market. That may be a squeeze page perhaps with a You Tube video on it with a quick call to action. Perhaps you will look at a bigger website where you explain a connection between The Secret and a home based business, whatever niche you choose.

This is called your marketing funnel, and is what will send people to your website. This can be very powerful, if you have some good campaigns running on ‘The Secret’ or perhaps ‘Home Based Businesses’, ‘Law of Attraction’ and ‘Personal Development,’ on ‘Business For Sale’, on Life Coaches, Real Estate agents, or what ever your back ground is. Aim to have between 3 to 5 niche campaigns running that are all funnels for getting leads in that you then would speak to and invite to your main website which will tell a little bit more about you. Some of these initiatives will take some time, it is a slow process to get your name out there however it builds up over time, and then you get to a stage where it will start to kick in and you get some momentum.

Stage two, depending on how well you do it, can last for months. You may be generating so many leads at this stage that you don’t even think about going to the third stage, you will be so busy handling your leads and your business will grow to the stage where you now have a team, which means that you are now managing your team, doing mentoring and business plans. This may keep you busy for quite a while. After 9 months I am only now getting to the later stages of stage 2 myself.

Stage Three
Objective; to set yourself up as an expert.

You will start setting yourself up as an expert- the Attraction Marketing side of it kicks in. By this time you have had some results, and people will start to follow that. Stage Three is a key component in getting some good results and becoming a Business Builder with a massive team. This is not something that you start off with; there is a process of firstly getting your feet wet, where you can do some tweaking, where you start speaking to people. Stage Two you add to that and build on your experience until you get to a stage where you get enough results, so that you can start to focus on a certain area where you can set yourself up as an expert.

This now means that you are in the realm of attraction marketing. You are now attracting people to your site and attracting people to you so that they want more information about who you are and what you can offer, you instill confidence and trust and then they buy from you because they connect with you in the first place.

It is helpful to highlight these three stages to help people to realise that it is a process and that you do need to grow into, you do not get into this business and in the first week become a marketing expert. No matter how much time you spend with your mentor, your mentor cannot get it all started and fired up for you so that when you start you are that expert. It’s a progression; you learn as you go. You will need to find your niche, the area where you are comfortable with.

Now would be a good point to write up your business plan.  Over the last few days you’ve had a chance to think about where you’d like to take your business, and you what you’re looking to get out of it.  By putting these wants and desires down on paper, and breaking them down to clear and concise action steps, you’ll have a much better chance of success.

Look under the ‘Support for Members’ tab for a business plan template.

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3. Access Stage 1 Marketing – Go through Step 1 and 2 of your Marketing training.

4. Live Training Calls
Attend the “Massive Action Marketing” training call. It is important that you attend the Live Training calls during your first full week in the business. These calls are designed to ensure your fast track to success!

Check under the Training Calls section on the home page.

The training calls are:

Monday – “Think and Grow Rich”
Tuesday – “Massive Action Marketing”
Wednesday – “5 Pillars of Success”
Thursday – “Fast Track to Freedom”

5. Start Day 4 the “Fresh Start” way

Register for the “Fresh Start” call on tomorrow.

(remember to select your time zone when registering.)

Go to Day 4