With internet marketing design we’re talking about the design of your online business as a whole. Of course, if you do the preparation of thinking through your values, mission, unique selling proposition (USP) and your strategy, this idea of designing your business isn’t a surprise.
That puts you way ahead of most people starting online aiming to make money. Organized intention always defeats haphazard hopeful action. Consciously thinking about your plans and writing them down in some way brings them more to life and makes the business more real.
Design involves thinking through your processes from beginning to end.
A simple lean approach will also save you time. That is, try out things on a smaller scale before dumping, changing, or using them as is. Do the same with your whole business design. This is not complicated as such and should be kept as simple as possible. Begin at the start and work your way through as to what needs to happen for you to make money.
Here are the usual basic elements:
attract targeted prospects to your contents and squeeze page
the squeeze page converts them to subscribers to your list
gain their trust with your emails and content
convert them to customers with your emails and entry level product
continue to persuade them to buy other products in your sales funnel
We’ll look at these in turn.
Your contents and squeeze page
Wherever you place your content it must be valuable to your prospects and customers: it solves problems they’re having in your niche and gives them actions they can take to do so. Your content creation needs to be prolific. A couple of pieces just won’t cut it.
On your central main site, such as your blog, there needs to be lots of valuable content. Also place content in some form on social sites of various kinds, as video, slides, audio, images, text, or combinations of these.
Your squeeze page and its freebie fits your sales funnel topic. The freebie must also be valuable to subscribers. It shows what they’ll gain by purchasing further products from you. That is, they’ll choose you and not someone else in the niche.
By attracting traffic, rather than driving it, I mean ensuring your content is set up for search engines, and it is what your prospects want and need. Do research to find that out, and put your contents where you know your targeted traffic go. Of course, that doesn’t stop you buying traffic once you’re making enough money to pay for it. Or, if you can, pay for it straight away and test out your market.
Converting visitors to your squeeze page to subscribers
The contents of your freebie is the main key, not the copywriting. Yes, you could pay someone to write copy for you but if subscribers then find the freebie does not live up to their expectations, they won’t stay long giving their attention to you.
Make the freebie the best you can about your sales funnel topic. It is free, so you don’t want to give everything away in it, otherwise there’d be no point in having a sales funnel. Look at your ideas for the funnel topic, choose 5 to 10 main ones and provide them, in some form, with some details about each one. This gives the big picture of what you offer in detail later. For one or two actions give them step by step instructions, or maybe for setting up the whole topic in outline. They’ll buy later products to fill in that outline. In effect, you’re preselling your paid products.
Your squeeze page can be either the usual internet marketing type with an attractive headline, a couple of introductory sentences leading on from the headline, and leading into the bullet points giving the benefits (not features) they’ll get from the freebie.
Or you could have the headline followed by a page of text by you explaining or showing how you can put yourself in their situation, explain your product, list the benefits, and make the offer to sign up to your list to get it. I’ve called it a freebie but in fact they pay with their email: it’s a contract, an exchange of value, between you.
Gain their trust
Once on your list, prove your on-going credibility with your mail contents and other sites you send them to. As usual, all valuable in some way to them and their problem.
Introduce the idea of your entry level product in terms of what they need to solve their problem.
In a later email, make the offer of it by sending them to its sales page. You’ve presold them on making them interested in it, now the sales page has to convince them it’s worth paying money for it. Demonstrate its high worth to them (which is genuine and not hype) by going through the benefits they’ll get in some detail, and by putting financial figures on those benefits or parts of the product. These figures are genuinely way above the payment you’re asking for.
The biggest benefit: actually taking action and doing what is said in the product will get them the result they’re after. This is a no-brainer for those who are sincere in wanting to solve their problem.
Converting them through the sales funnel
Keep the funnel simple: have perhaps only 3 products in it. You can always expand and complicate later.
But make this as big a success as you can first, then you’ve more chance of repeating what you’ve done successfully in order to scale up later on.
Make the second product at least double, preferably 3 or 4 times, the cost of the entry product. Make the third product a high priced item for your niche. Develop the increasing pricing in the funnel by one or more of these:
increase the detail of earlier products: widen customers’ knowledge and actions
give deeper knowledge and insight as they go through
give homework tasks for them to do to help them take action and succeed
give more access to yourself: email, chat, coaching of some kind
Design means taking decisions about how your business will be structured and work, as you work on it, based on your research into prospects and products.