4. 3 Key Concepts:
Traffic * Conversion = Profit
People Buy From People They Know, Like & Trust
You Must Know Your Client Buying Process
5. Map Your Ideal Client Buying Process
Who is he?
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Make it an individual – who will you serve?
Local or International?
Psychographic – Trust Buying or Impulse Buying?
What problems does he need solved now that he will gladly
pay for?
What keeps him up at night?
What are his values?
What are his common beliefs that are wrong?
What are his common beliefs that are true?
What is the big result you’re going to provide to him?
Who are his iconic heroes?
6. Map Your Ideal Client Buying Process:
How To Find Him…
• How does he search for your services?
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Books,Periodicals
Google
Friend referral – Social media
Professional referral
What keywords will he use?
What does he buy?
Where does he hang out online?
What does he read?
What associations does he belong to?
What is his preferred media to consume?
7. Map Your Ideal Client Buying Process:
Put The Pieces Together…
• Interview every client (past and present and future) and ask
them how they found you.
• Ask each former client what they liked best about working
with you?
• Ask family, friends, and colleagues how they would search for
your service.
• Brainstorm with a mastermind group.
• Then map you marketing into their buying process so that it
fits like a glove.
10. Keyword Search Marketing
• What are your “money” keyword terms?
• What is the total monthly “exact match” search volume for all
of those terms combined?
• Do you have a viable business model using the 1% rule?
• 25,000 monthly searches = 250 clicks = 2.5 clients
• Assuming average life-of-client of 1 year that equals 30 clients
(12 months * 2.5 per month).
23. Quick Summary
Traffic * Conversion = Profit
• Direct
• FinancialMentor.Com
• TheChicagoFinancialPlanne
r.com
• GoodFinancialCents.Com
• Indirect
• Copyblogger.Com
• EventualMillionaire.Com
• SmartPassiveIncome.Com
Be Everywhere
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Article content
Video on YouTube
Podcast on Itunes
Books on Amazon
Free Resources like
calculators
• Speaking
• Social Media
24. Conversion – A Deeper Look
• Different client buying processes require different conversion
processes.
• Conversion strategies can be revenue producing thus building
scalable income:
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Membership sites
Ecourses
Books
Podcasts
• It is easier to improve results through conversion than through
additional traffic.
25.
26. Key Principles
Push Marketing – Old
School
Pull Marketing –
Attraction
• Trades time and money
for money.
• Not scalable
• Expensive
• No fun being pushy
• No long term equity
• Passive revenue – paid to
market.
• Build long term equity
• Start with direct
• Add indirect later
• 2 step conversion
• Build it once
• Automates sales funnel
• Position for the future
27. Beware of Half-Truths
• Traffic * Conversion =
Profit
• People Buy From
People They Know,
Like, And Trust
• Know Your Ideal
Client Buying Process
28. Your Action Steps
• Define your ideal client buying process (hint: there is more
than one!)
• Content marketing to get targeted traffic.
• Test conversion (2 steps)
• Multiply with “Be Everywhere”
29. The Choice is Yours…
• If it took you 2 years to build an online marketing
machine that gave you more clients than you could
handle, would it be worth it?
• There are only 2 reasons you don’t have more clients
than you can handle:
• You don’t know what to do.
• You know what to do but you’re not actually doing it.
30. How To Have More
Clients Than You
Can Handle
By: Todd R. Tresidder