This post is part of the “Marketing That Works” Ideas Contest, showcasing 20 of the most innovative marketing ideas from the blogosphere’s up and coming marketers. If you like the post, please show your support for the contestant by tweeting, liking, sharing, and commenting below!
Certain aspects of Engagement from Scratch! really resonated with me.
Engagement is key to success in internet marketing, definitely. And more than engagement, what’s important is conversion. All good stuff, but let’s take things a step further.
Something has been bothering me about internet marketing. It’s struck me for quite some time, but I wasn’t able to put my finger on it until I started coaching, and being coached…
Traffic generation is the holy grail of internet marketing, isn’t it?
Internet marketers put so much energy into generating traffic, writing the ultimate sales letter, and creating an amazing sales offer and then celebrate when a whopping 1% of their hard-earned traffic actually buys something…
This is what I’d call commodity marketing. This is a pure numbers game and to make any significant amount of money you’ve got to have serious traffic, because you can only ever count on 1% conversion. Or can you?
With the Up, Close and Personal strategy you’re not just using the usual old scarcity tactics, hard selling the benefits and making a no-brainer offer that 1% of your traffic can’t resist. You’re injecting a good solid dose of yourself into the mix.
What does this actually mean for your blog or site?
It means that to be successful, and perhaps even nudge that conversion rate up, you need to put yourself into your writing. Be personal, be authentic and most of all have an opinion. You don’t have to be controversial (some might argue with that statement!) but talk and write about things that you feel strongly about.
Write honestly about your story, your challenges and the frustrations you’ve overcome. Because, you know what? When you get up, close and personal people can relate to you. You become a real person with real solutions who can actually help.
By telling the world how it is from your perspective you’ll polarise your readers. Some will be attracted to your opinions and your unique voice, others will be repelled. But this is good.
Don’t be afraid to filter your traffic with your opinions
Visitors who are not polarised in some way are not motivated. They’re unlikely to become loyal customers or to buy from you. You don’t want them anyway. Move on and focus on those that relate to you. Focus on those potential customers who resonate with your story.
It’s hard to accept that we can’t please everyone and not everyone likes us, but without that passion you’ll just face indifference. And indifference is what accounts for the 99% of inaction from your traffic.
So, the goal of the Up, Close and Personal marketing strategy is to use your unique voice and opinions to effectively filter your traffic. I am still testing this theory myself but I imagine the numbers will be more in the region of 80:20, with 20% of your traffic loving you. It will be interesting to see if that converts to closer to a 20% conversion rate. I don’t know about you but I’m going for it.
So, when it comes to traffic to your website, it’s about quality over quantity. Internet marketing provides an opportunity to share more of yourself than you would in a traditional marketing environment.
You are your own personal brand, so have a personality
Like it or not you are your personal brand and if you’re going to put yourself out there online, you may as well be the best marketer you can and stand for something you feel strongly about.
How can you apply this knowledge and use it to enhance your online business?
In my business, I’m coaching others, and being coached, and I’m finding that overcoming fear is the major underlying cause of procrastination and the inability to imagine a new business, let alone take the plunge and get started.
Nothing new there you say but using the up, close and personal strategy I’m opening up and sharing my hang-ups, and, more importantly, how I’ve overcome them. This gives tremendous encouragement to people and makes them very loyal. When I have things to say or products to sell my list will be receptive.
How do I know?
Because in my coaching sessions, I am doing exactly this. Getting up, close and personal and sharing honestly with people. People will always gravitate to people they like and trust, so make it easy for them to know what you stand for, from their very first interaction with you.
Don’t roll out the same old bland blog as everyone else, inject yourself into it, be proud about your views on the world. You’ll soon build a loyal and thriving tribe of followers, rather than a luck-lustre list of people who will never buy from you.
Why so many internet marketers fail
This is where many internet marketers go wrong and why so many people give up before they’ve even really got started. Their list is half-hearted and will always browse and lurk, but never buy or contribute.
So, this is very basic human to human marketing. People are crying out to relate to others and to have that social proof that anything is possible. They can see that if you can overcome that burning issue that they are also facing, then so can they.
By becoming up close and personal with your marketing, and overcoming the fear of putting yourself out there, you’ll stand out from the crowd and launch your blog into the stratosphere.
This strategy might sound alarming to some but if you want to increase your conversion rates and profits, I’d recommend sticking your head above the parapet and giving it a try. And if your conversion rates rocket up towards 20%, please shout about it by leaving a deservedly boastful comment below.
Cassie Hicks (@CashMachineGal) maintains a blog for business moms at Women’s Way To Wealth where she discusses different strategies and tips for creating Home Based Internet Businesses.
{ 47 comments… read them below or add one }
There are so many internet marketers who will leave in the middle without racing till the end. We need to pay the price or contribute something. Value addition and consistency will definitely help win in the long run.
Absolutely Barry, thanks for commenting. What exactly do you mean by “leave in the middle”?
This speaks specifically to the Power of Personality… And knowing who your audience is…
Great post… The Firepole Marketing Contest is 3 for 3. So many great ideas already!
Thanks,
Ryan H.
I agree – 3 for 3! Great post.
This is interesting stuff, though sometimes I think that as bloggers, we end up positioning ourselves as pseudo ‘friends’ or free therapists. I know that sounds horribly cynical, but it’s hard not to consider that much of the traffic, fanfare, tweets and commenting is self interested. It boils down to conversion, and if your content is fuelling a neediness, rather than providing an actionable strategy to fix a need, then it may very well be an exercise in futility.
Hi Ruth, thanks for your comments. I think my point is to filter out the self-interested traffic and just keep the quality leads. You’re right it all boils down to conversion, I’m just adding a step in the thought process (hopefully!).
Thanks Ryan, we’re just warming everyone up for your entry!
The Power of Personality, I like it – will have to use that as a post on my site.
Thanks for the input Cassie.
I’ve always been a little shy about one of the big issues for my business. You’ve helped me see that that is just silly. If I believe (and I do) that a certain way of doing something is more beneficial to my clients why do I worry that I will hurt their feelings by telling them so. And, like you say, some people disagree with my stand so much that they will be torked. Oh well.
Hi Yvonne, my point really was more about using your personality in your web content to qualify incoming traffic, rather than trying to impose anything on your clients. But I suppose it comes down to having good intentions (i.e. you’re acting in their best interests), and in how you communicate your suggested solutions to them. Perhaps that’s the value you ultimately bring to them?
Have you read the 4 hour work week? Tim Ferris talks about applying the 80/20 rule to clients and only working with the 20% that bring you the 80% of income. A different point but relevant if you’re looking to take the business up a notch and maximise profits within your existing client base.
I think that I did a poor job of explaining myself, Cassie. I understand and agree with what you are saying. And, I think the writing on my blog reflects that for the most part. What I meant was that even though I write in my somewhat goofy style, sometimes getting my tongue stuck so far in my cheek it makes me lopsided, I’m still hesitant at times to speak my mind on one basic issue. You’ve reminded me that if I want my personality to be a part of what I’m doing, and I do, then I must be honest with my opinions too.
Good for you Yvonne, that’s easier said than done but I bet you’ll be proud of yourself for getting out of your comfort zone and growing that bit more. Hope it reaps great results for you.
Holy f***ing shit, Cassie, this is an iconic post. ( <— this is my real self, and you'll find stuff like it on my blog.)
I love it.
LOVE. IT.
Authentic people — those who align with what they truly feel, and focus on expressing it masterfully — are success in any industry, business, or endeavor.
I live and breathe this, I call it "sexy success", and here's a big hug from me to you – Ryze up, girl!
Thanks Jason, I wonder if I get extra points for the Ryze up! Ha ha!
Authentic’s a word that’s bandied round quite a bit at the moment but it is really important. My writing style has evolved a lot since I started. When I read some old posts and realised I was being too text-booky and not “me”. I suppose that’s being authentic and it definitely works, especially in today’s sleezy, sell sell sell, yellow highlights everywhere, internet marketing culture. (Rant over!)
Everyone get’s extra-points from Ryzing Up (it’s a law of nature
)
As For Authenticity:
Good for you! Definitely
As For Words Being Slung About:
I find we attract whatever words are important to us at the right time. For example, how many New York ghettos use the word ‘authentic’? How many pre-schools? Even in the blog world, there are bloggers just starting right now, who are not ‘ready’ for authenticity and most of the words they’ll find themselves dealing are quite different.
At least, that’s my take on it. I’m open to being wrong
Love this, Cassie! You’re so right, injecting your personality into what you do is what sets you apart from the rest. I know that’s definitely what I’ve learned these past couple years, you hit the nail on the head with the fear aspect. I used to be so afraid of what others would think, if something would sound professional, etc…but the idea is to merge professionalism with your personal brand and authentic self. Because nobody else can be you or give what you have to offer.
So true Tanya, it’s finding that balance of personality and professionalism that makes you an expert with a heart (oh, I feel another blog post coming on!).
Thanks for your insightful comments.
Excellent post Cassie! Showing some personality is something I’m very passionate about as I try and find the unique voice of my clients. I think the effort that goes into creating a brand personality for their business is worth every second.
Having said that, when I started Copywrite Matters I took a very safe road with my style and language. I went with vanilla because I was new. It was safe, but so vanilla that when clients actually talked to me they were a little surprised at the sudden injection of orange sherbet.
As my business has gone from strength to strength I’ve felt more confident to express myself and this year I’ve taken a step towards lifting the “safety veil”.
My point? I can understand why people play it a bit safer while their marketing gets some traction. I really can. But I absolutely agree that putting yourself (and your opinions) out there and building a community of people who dig you is much more beneficial in the long term.
Thanks for the reminder!
Thanks Belinda, I love your shot of orange sherbet, it’s what makes you you! Good point about starting vanilla, that’s what I did too, totally bland but safe. no wonder so many don’t get too far as there is much too much vanilla on the web!!
99% of us don’t have the luxury of 1000’s of visitors and subscribers per day. The fortunate marketers who do, apart from a select few treat you as another $ sign, buy or not they don’t’ care as there are another 999 subscribers coming through their door tomorrow.
Engagement takes time, building relationships takes time. If you are flooding traffic through your doors would you, or even could you keep up Cassie? Unfortunately the bigger the audience the less engagement you are likely to have with each and every one of your subscribers.
If you display the person behind the mask so to speak and open yourself up to be as transparent as possible then you will earn the respect of your subscribers. You become the go to person rather than the person who just tries to sell you something. Your conversions should naturally increase due to trust alone we hope…
Thanks for sharing Cassie
Dan
Thanks for your comments Dan. Keeping up (and following up) with contacts is a thread some of us have been having from Belinda’s post. I see this as the biggest challenge as my business and traffic grows and I’m not anywhere near the 1,000′s a day mark (yet!). With the steady increase in communications as momentum grows it’s hard to keep up with all the emails, and messages via LinkedIn, FB, Twitter, Google+ etc,
The challenge is to keep nurturing those relationships, and treat them all as important. You never know who your best clients or potential JV partners will be, they’re often not the ones you’d imagine when you start out!
I think the only way to manage this well is to use a CRM system. For me at the moment it’s Aweber (with the goal of getting everyone on my list as the central point of communication) and excel spreadsheets.
How do you keep track of your key relationships online?
It is hard t keep up with ll the communication Cassie, you do have to find a balance between business and networking. Answering email, replying on FB and Twitter doesn’t want to become your day job, we all still need to find the time to be productive.
It’s strange the people you see who start as a newbie and flourish to success. I have seen a number of guys crush it when I used to work for John Thornhill. Student will never forget who took the time to help them out and get started.
I use Aweber, have done for a long time. I also find that direct email communication works for me. I invite it in my emails and have “how is it going” type emails in my AR to promote response and interaction.
It all depends on what type of marketing you want to be in. I Started with the notion of just wanting to make money without the communication. It’s hard especially when you see your unsubscribe list each day. Now I receive emails each day asking for advice and help. I prefer helping and communicating rather than just grinding subscribers.
Thanks Cassie
It is very important to build relations. The best starting point is the first time you meet a visitor through your blogs. Let it be a casual visitor or someone referred by your loyalist, if a visitor is properly attended to his or her requirements, he/she will definitely come again. Building close, personal and honest relations are very important and it is more important in the beginning stages.
Hi Jane, couldn’t agree more. Building relationships is key. The first point of contact is an interesting concept because the quality of your visitor, and how relevant your content is to them, will depend on your traffic generation, research and how well you’re meeting the needs of that market.
That’s what makes online marketing so interesting! Thanks for commenting.
That’s so true, Jane. I have a couple online relationships now that have become more and more solid, all because I took the time to nurture them in the beginning stages. A lot of times the ones you hit it off with the most aren’t who you’d expect either, which makes it even more important to devote time and energy to even the most casual acquaintance at the start.
Hi Cassie,
You are so right! We are are own brand and we are unique, just as much as our fingerprints. Yet, fear, I guess, makes us want to blend in instead of being different.
When I say “we” I can say that I am not trying to though. I am already different by writing all day long in what is my “second” language, so instead of being shy and try to make people think that I am like them, on this side of the pond, I actually promote that side of me. I thing that this is part of my brand, it’s me and I’ve got to use it.
People, are not attracted by same old, same old coldness anymore and the new marketing is definitely more on relationship, up close and personal, and not trying to hid behind a facade. People like REAL people, more and more.
Thanks Sylviane, good for you writing in your second language, that’s quite a skill!
You’re absolutely right about fear stopping people being themselves and speaking out. Fear (of what people think, failure, being wrong) is one of the biggest factors my clients say stops them from starting their own home businesses. I am on a mission to help people overcome their fears in their quest for a better lifestyle with their families.
I agree with what you said, both as regards overcoming fear and being more personal while blogging. I’ve already begun with the latter but I should definitely write a post about overcoming fear, as soon as I find the right title I mean.
Very interesting post Cassie.
Thanks, I’ve had the same idea about posting on overcoming fear. Great minds, and all that.
It’s not an area I profess to have any expertise in (and there are plenty of people that do!) so I’m going to write about how I overcame my fears and gave up a full time career to start my business from home.
As bloggers we can only hope to inspire people with our own stories (and maybe sell a product or two along the way).
Well said you two — It’s an area I profess to have expertise in
After being homeless twice, jailed, betrayed, lost all posessions (life’s work), and studying the world’s most fearless (Alex Honnold), wild (Charlie Sheen) and successful (Jay-Z )…
If anyone is interested in over-coming fear, I share tools on my site, click my name and Ryze Up!
Wonderful post! Thank you so much for posting it. I absolutely agree with you. It’s very important to use your unique voice and opinions to effectively filter your traffic.
Thanks Jeremy, keep using that unique voice!
We have to find a balance between business and networking . As someone running an online business, we ought to learn the trades of Internet marketing. In order to be productive we have to devote more time and money. The post is brilliant and I also found the comments very informative.
Hi John, I agree, the comments are great. Sometimes the discussions the posts create are as interesting as the articles. Certainly lots to read and learn! Thanks for your input.
I agree with you Cassie that Engagement is the key to success in internet marketing with my own thoughts blog commenting is the best to get engage to various blogs all over the world. Comments are powerful and helpful and that’s what I’m particularly do now.
Thanks Cassie for your great thoughts!
Thanks Nicholle, it’s definitely worth reading the comments on popular posts of major blogs too. Loads of great information there.
Definitely agree with you Cassie.
Nothing like authentic “you” to create an online presence that draws people. Thank you for sharing this post, Cassie. “Up close and personal” is necessary if we are to overcome the fact that we are physically at a remove from our readers.
I also like the way you summarized all your points in your subheads, to make “parallel reading” or skimming possible. Nicely done!
Thanks for your comments Joel. Your point about being authentic being more important when marketing from a distance is a good one.
I look forward to reading your entry in the contest. Good luck!
Very well said Cassie and I think it is what every Internet marketer should learn. In the first place the business that one manages is a representation of themselves or their interests. At the same time, using a personal approach can be effective in building relationships with customers.
Hi Maria, thanks for commenting. I like your idea that IMer’s should learn some basic marketing for their businesses, rather than get taken in by all the hype.
Belinda had a good point though that for those starting out it’s safer to test the waters by being vanilla, and as you grow in confidence you feel more about to inject your own personality. I think there’s a lot of truth behind this.
This really is an epic post Cassie and it’s definitely something that takes most “newer” marketers
sometime to learn, especially if they’re a victim to some of the “sub standard” newbie type courses out there.
Though most of what I do, does not come from a “blogging” standpoint, bringing your own personality into the mix and performing “deep and intense” market research for nailing down WHO you WANT your IDEAL customer to be is imperative as an affiliate marketer (what I do) for “segmenting out” the types of people you don’t want to target. It makes all the difference in knowing how to connect with your target “audience” or “wanted customers” in this case.
The old adage..
If you’re talking to “everybody”, you’re talking to “NOBODY”, will always hold true, and if more people
“got this” aspect in their marketing early on, it would certainly save them a lot of grief and failures
as they are building out their business.
An excellent post..and it’s got my vote for the $250!
Cheers
Davin
Thanks Davin, for the comments and the vote.
I help people set up their own online businesses and offer home business coaching, and it amazes me how often the basic tenets of marketing are misunderstood or ignored. It’s too easy to get carried away chasing the latest internet marketing “promise” and forget that it’s all about human interaction and solving a problem at the end of the day. Thanks again for your support.
People are looking for leaders, not just more information. If you want to become a leader in the field you need to be able to relatable to your audience. You need to be able to connect with them on some level. People do not follow JUST because of the information, they want to be able to connect with the writer. If you can give them this, you will have a very loyal audience.
Great point Matt, leading your audience to find a solution to their problem is key and builds loyalty too. Thanks for commenting
amazing article! So helpful.
Thanks!
Great to connect on our linkedin group as well!
I wish I had thought about online business when I first started trying to make money online. After 12 years of trying to make money online (plus university and jobs) this has finally hit home. I’m so tired of the stuff out there that pollutes the internet. This is business, real business and real business is built on relationships. Traffic is not a relationship. Connecting naturally with like minded people is. Online business should be a part of your business, not THE business. Now the light has come on for me and I’m passionate about my business and I’m really, really enjoying it while meeting amazing people like you Cassie!
Thank you for this post. I’m not surprised it won.
Oliver
I’ve read somewhere that in order to make money blogging, you have to start off not having the intention of making money, but to build a presence. That seems to agree with that you said.
Part of putting ourselves out there on a blog honestly means that our failures or not-so successful business ventures are exposed for the world to see. Not that we necessarily care about a stranger seeing our efforts. I think we care a lot more about what people from our local network think…
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