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What is Free Publicity?
Getting your product or service featured in a online
or offline media for no
cost.
Online vs Offline
text audio
video
Three formats
The big picture…
Membership site
Signup Page
Free Content Page
Landing Page
JVs Affiliates Press release
Adwords
SEO Articles
Blogs
Co-Reg
Teleseminars
Speaking
Ebay
Ad to Free Report
Voice Broadcasts
Fax Broadcasts
Lumpy Mail
80/20
Effective marketing is about both QUANTITY and QUALITY of leads
Do Not Expect the Tactic to do More than it can do.
Register Interest
Buy the Product
The only Three Actions
we want them to take
Refer others
We find that the conversion rate depends greatly on the source
of the traffic…
Warmer leads mean higher conversions
Our conversion rates
• 1-1 face-to-face 80-100%• Stage presentation 40-50%• Teleseminar 20-30%• Email series 10%• Offline articles 5-10%• Google adwords 1-2%• SEO / organic traffic <1%
You need a plan not a BSO
Free publicity by itself is not good enough. You must get
them to the site, get their name, and get the order.
Secrets of ConversionSecrets of Conversion
TimelyTargeted
Trusting
Traffic Triangle
+ MMC
Multiple
Media
Contact
Strategy 1st Tactics 2nd
Planning your free publicity
• Have a way to direct people to your site
• Capture names and emails• Site should be converting first• Have a platform that can handle
volume
Rate of change
online offline
Here today, gone tomorrow
Benefits of Free Publicity• Free marketing• Build your list (can produce huge volume)• More sales• Increases credibility• Positioning• Builds value of the business• It supports other traffic Strategy
Problems with Free Publicity• Not under the radar – invites competition and scrutiny• Conversion is questionable• Can move out of your control – creates a monster!• Can produce huge volume spikes• Hard to stop once it’s started• Difficult to test and measure• Can be hit and miss• Must have site converting first
What to expect
• Online and offline strategies• Lots of info (smorgasbord)• Opportunities to ask questions• Cutting edge (bleeding edge!)
strategies from experts
What we expect of you
• Bring an open mind• Understand you’re not supposed to
be expert by the end of the workshop• Turn off your phone• Be on time• Participate in the exercises
How we’re applying video and podcasting
Video
Nine videos, each 3-5 minutes:1. Our online money-making ebook business2. How to find hot-selling ebook topics3. How to choose the best ebook topic4. Design an ebook that stands out from the
competition
Video (cont)
5. Quick, easy ways to build downloadable products6. How to write a best-selling online sales letter7. How to build a simple, money-making website8. How to increase the income from a niche ebook
website9. Removing subconscious blockages to earning
passive income
Each video has:• 6-8 word title• 6 key phrases (“long tail” keywords)• 1 paragraph description that is
keyword rich
Audio
• 8 x 30 minute audios on our ebook process• In context with the free content page of our
membership site (www.andrewanddaryl.com)• Direct traffic to a mirror landing page to
measure results (www.andrewanddaryl.com/ebookpodcast)
Dinner tonight:Titanium Bar
30-34 Ferny Ave6:30 for 7:00pm
Ph 5538 9677
You are here
Titanium Bar
Start time tomorrow:
8:30 for 9:00am
Resource page (for powerpoints, links etc)
www.andrewanddaryl.com/freepublicity/resources