Welcome back to “The Five Stages Of The Buying Cycle” series. In the previous part we discussed the “Get Attention” part. Today we go one step further and discuss the “Grow Interest” part.

Now that you have your readers their attention, deepen their understanding of what your product does. A link to your created Video Tour is especially effective at this stage.

If you reach a “general audience,” encourage them to find the business that best fits their situation to see how your product can help them. On the other hand, if you reach a “specific target market” (ex., affiliates) or a “specific demographic” (ex., Work At Home Moms), send them to your specific landing pages.

If your visitors are retirees, Webmasters, real estate marketers, students, network marketers, auction sellers (eBay), and so on… create landing pages specific to their needs.

As always, mix and match links that best fit your approach and audience.

You can strike a positive chord with your visitors by showing how your product connects emotionally with its customers, the way Apple or Google does. That type of connection occurs for only one reason…

Your productis much more than “site-building” or “Web hosting”. It’s even more than about building successful businesses. It’s the end impact that is so important, creating lives of freedom and independence.

By the end of this stage, you should have some very interested pre-customers who want more information.

Next, move your visitors from “high interest/emotion” to logic and verification…

Previous parts:
1. Introduction
2. Get Attention

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Google Adwords can drive you crazy with its “secret formula” for favorable ad placement and impressions. “Do I have the right keywords?” “Maybe my ads aren’t eye catching.” Just when you think you’ve got the formula figured out, Google changes the rules. Here is a tip that will work no matter what…deliver what your ad promises. More than anything, Google wants you to help them create a positive experience for their users. Create a quality landing page that does that and you and Google Adwords will become very good friends.

Too many Google Adwords marketers spend their time on keywords and ads, and leave the landing page out of the equation. Doing so can leave marketers scratching their heads when their cost per click remains high and conversions remain low. Despite all of the complicated theories about how to succeed with Google Adwords, it comes to this one fact: Google rewards or punishes its advertisers based on how well they solve the problem that Google’s searcher has. If your ad says “Learn Guitar In 2 Days” then the content on your landing page better have them playing like Eddie Van Halen within 48 hours. Anything short of that will, sooner or later, result in a Google “slap” where your impressions from Google Adwords are severely reduced or cut off altogether.

Here are some key elements of a good Google Adwords landing page:

1. Deliver on the promise of your ad – As I said before, this is the biggest key to success. If you solve the searcher’s problem/issue, you win. If your searcher clicks off of your page and begins another search, Google tracks it and penalizes you. Deliver on your promise and Google rewards you with lower cost per click and more impressions.
2. Make your page original – Unlike in the past, mass produced “replicated sites” no longer work. Google values giving their searchers unique and high quality information. Mass produced site, with their duplicate content, was watering down Google’s search results so they put an end to their use by penalizing advertisers that used them. Your landing page is your chance to “wow” your visitor. Make it count by making your landing page unique, novel and personal. Google will reward you for ending a search on your landing page by lowering your cost per click and increasing your number of impressions.
3. One page does not fit all – Your visitors decide in just a few seconds whether to stay on your site or click off. Be sure the top of your page matches the ad they clicked on. This is where, as good marketer, you can really excel. Maximize your conversions across all ads by creating a landing page for each ad. This mainly involves customizing the top portion of the page. The rest of the page can remain the same for all pages.
4. Get to the point – How long should your landing page be? Exactly as long as it takes to convey your message effectively. No more, no less. Grammar counts! Leave the misspellings and bad punctuation for the amateurs.
5. Have a goal in mind for your visitors – Are you trying to make a sale or get a lead? Have a goal in mind before creating your page and write your copy to lead them to that conclusion. Focus on one goal per page.
6. Increase conversions with a bonus – Everyone responds to “Free.” Adding a bonus to sweeten the deal will increase conversions. Information products work great and they don’t cost you anything.
7. Credibility counts – You are an experienced, successful business person. Your page should convey that. Graphics should augment your page copy, not compete with it. Leaving white space on your page is a good thing. Also, audio or video that launches when your visitor accesses the page is a big no-no. Your page should be welcoming without looking like a Vegas billboard.
8. Be trustworthy – Trust is a huge issue online. Anything you can do to be transparent is a plus. For example, are you a member of the Better Business Bureau? Put your member logo on your page! Same for site security certifications. Also, let your visitors know a little bit about you. Nothing really personal but you want your readers to feel like you are a real person.

This can seem like a lot to remember until you understand that all of these tips boil down to being a real and genuine person online. With billions of pages of content to wade through, people crave quality and trustworthy professionals to do business with. When you think about it, Google Adwords has set the bar very low for online marketers. Be a professional and deliver on your promise, the same as in any other kind of business. Just these two simple things will give you a huge advantage over the competition.

Next, Discover More On How To Make High Quality Landing Pages

Did you know – 97% of people FAIL in Internet Marketing.

97%!

Why is that so high?

The answer is – because for most – an Internet Business is the first time they will have worked for themselves.

Now – there is NOTHING wrong with this – in fact it is to be applauded that many have the entrepreneurial bug…

…but it does mean the majority enter this business needing to learn some new skills first.

Most online – at one time or another – believe that just HAVING a product – means they are in business (this is not helped by so many so-called gurus who scream from the roof top how easy it is to make money online…)

Now please don’t berate yourself if you once thought this – I did when I began! (in 2008)

But I have to tell you…

…a product is not a business.

There are a ton of people with great products – making no money.

And let me add to this.

A website is also not a business – again – there are millions of websites making nothing.

So if a product is not a business – and a website is not a business – what IS a business?

The answer?

Customers.

Robert Kiyosaki once said ‘The rich build networks, everyone else looks for work.’

Look at all the really successful online ventures – Twitter – Facebook – Linked In….

They have all built networks.

Look in the offline world. Sprint – TV networks – Ralphs…

Call it a database – customers – list …it really doesn’t matter.

They have built networks.

Those that are successful – in ANY industry – have an INSTANT SOURCE of customers – that they have collected over time.

And 80% of your income – will come from the SAME 20% of your customers.

THE SAME 20%!

The very best thing you can do right now – is stop trying to sell something – and build your own list.

Just 40 people buying a $27 product from you – is over $1000/month.

Imagine getting 80 people. 100. 200. 500…

How do you build a list? Easy.

You choose a profitable market – and then offer something of value for free.

Free used to be a gimic – now it’s a fully fledged economy.

Why is this?

Because there is no money in the front end any more. 10 years ago maybe – but certainly not now.

It’s all in the back end.

We build our list first – by offering something of value for free.

Every successful business is in the SAME business….

…and that is the business of improving their customers lives.

You need to adopt a greater passion for what you are GIVING (your free gift) – than what you are receiving ($$$).

Stop asking yourself ‘How can I make more money’ – and start asking yourself ‘How can I help? How can I serve? How can I solve?’

Every successful businesses understands this.

It’s not what you sell – it’s what you stand for.

If you spent the next three months doing nothing more than building your list – that would be time very well spent.

Many people who are trying to dream up a domain name for their business discover just how common a unique idea might be. Welcome to the web! Trying to find a domain name that has not been taken is classic needle in a haystack. You can short-cut the process by doing your keyword research first.

If you know what search terms people are using to find your products and services you can back your way into a domain name that gets more credit in those searches. And that’s just the beginning of understanding how to take an idea online.

What I have also come to discover is that there is a proliferation of people out there with great ideas and many of them may even have an idea similar to yours. EXECUTION is what turns an idea into an enterprise. And that is what separates the men from the boys (and the girls from the women).

Execution is a matter of process. I mean process in the literal sense. A successful business needs a roadmap. No successful business that I know of flies by the seat of its pants and many may get there after a lot of failures, trial and error and sometimes costly ventures. But ultimately, a successful business lands on a formula, a process that allows them to deliver consistent results for their clients.

I work with a lot of people who want to start an ecommerce business for many reasons. For the most part, they all have good ideas and most have a good general knowledge about their wares. But very few know how to manifest their ideas online.

There are two roads to take in light of this. The first is to “jump in” – wing it! The second is to find a process that will work for your business. Even if you have to pay more money initially for the second option, you will save time, money, head-aches and heart-ache by the time your business begins to generate a return. If you go the first route, you may in fact never get there. By our conservative estimate, 70% of new online ventures fail.

The good news is that the process for developing your online business is quite easy to execute if you get a little guidance. Here are some of the basic things you should research and understand before embarking on an ecommerce business.

Keyword Research

Keyword research equals market research. People that skip this step are not only shortcutting the process planning stages, they are undermining their ability to succeed! There are plenty of free resources on the web to not only do your research but also educate you with respect to what you should be looking for.

For example, if you decide that the most general search term in your category is one of the ones you’ll focus on, you might as well just beat your head against the wall! The point is, there might be a LOT of searches relative to that keyword BUT you may never show up in the search engines for it. The scope of this article doesn’t afford time to explain the process of choosing keywords that you can rank for, so I’ll save that for a future article. But rest assured that this is one of the most important steps in the process.

Site Planning

Once you have your keywords, you should begin site planning. We recommend you build your site outline first and then see where your chosen keywords fit into the site map.

Your site outline generally mirrors your site map. You’ll find that the keywords that you have chosen fit under certain headings in your site map. You may have to plan separate pages for specific keywords, and that’s OK. Part of your business planning will be to understand how to write for the web. Plan on a 500-700 word article, appropriate pictures, and apply basic on-page SEO. This gets most of my new clients glassy-eyed again and it will take another article to explain “basic on-page SEO”.

Think Outside The Box

Your keywords define a set of articles. These articles don’t all have to go on your site. You should plan to write articles for distribution as well to help promote your site and start building links to your site. “Article Marketing” is one of the most effective means to promote your products or services and get links referring back to your site. The links, by the way, are keywords hyperlinked to appropriate pages in your site.

Get Connected

Start blogging. Set up a You-Tube channel specific to your business. Set up a social media business page on Facebook. Set up a Twitter account and start following people in your demographic. They’ll start following you too! Get on Linked-in if it makes sense (B2B).

Marketing and gaining business exposure is a function of being a part of the web community. Once your site is set-up with basic SEO guidelines, the search engines will start to find it (if you’ve chosen your keywords carefully). But that’s not enough. You business is not simply just having a website. Start engaging in as much of the social web as makes sense and plan on a significant amount of time reaching out, helping and contributing. The return on your effort will pay off.

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