It happens far too frequently…
A confused, frustrated business owner or CEO calls me to talk about how they want to see marketing success, about how they want to try again, but past experiences have been less than satisfactory. I get it. They spend hours and hours and oodles of money to get known and feel like they are still unseen regardless of how much traffic they get from their efforts.
And that’s why I want every CEO, business owner and entrepreneur to know about the 4 key performance indicators (or KPI). These are the metrics that will reveal what is really happening on a website. The noise of all the data pouring in can be overwhelming. That’s where KPI’s come in. Identifying and measuring KPI’s will make it crystal clear where your greatest return on investment (ROI) is. Roll up your sleeves and let’s apply some FieryFX know-how and get your business’s marketing back on track.
These 4 performance indicators are what I recommend you use to make sure that a website is performing. They’re what I use. They are what we use for our clients. And now you can use them too.
Sure, traffic is good. But the term “traffic” is so vague that it’s next to useless for measuring much of anything, let alone performance or ROI.
So instead, let’s look at unique visitors. That way, we can see how many different, unique people are actually visiting your website. This metric is way more useful, especially as we evaluate the next 3 performance indicators.
Now that we know how many people are visiting your website, we can track what pages they’re visiting. Are they landing on a particular page, then leaving? Are they reading a blog and opting into your list? Do they browse a few pages, check out your eCommerce web store, then close the page? Or are they sticking around, reading everything, and then making a purchase?
Each of those series of actions gives us more information – information we can use to update, upgrade, and improve the website to get those unique visitors to stay longer, get more information from your business, and make the conversion into a paying customer. If you think of your marketing like a bucket gathering water, there’s likely holes in the bucket. Metrics tell us where the holes are and how to fix them.
Now that we know who’s visiting your page and where they’re hanging out, it’s time to see where they came from. Because once we know where they’re coming from (or how they’re finding your business), we’ll know how to beef up your marketing campaign to get even more unique visitors to your website.
So not only will this performance indicator help measure the success of an existing marketing campaign, it’ll help you plan future ones as well. In other words, this is definitely a KPI to track, because it’s a clear indicator of where to invest more’.
Conversions. The ultimate goal of any marketing campaign (or your website), right? So let’s track those conversions, too.
Now, the actual type of conversion may vary by business or website or web page purpose… maybe you’ve got a landing page where you want people to download a report. Or perhaps you’re wanting to make a blog post go viral through sharing. The point is, though, that there are lots of actions you could want a unique visitor to take: watching a video, downloading something, signing up for your email list, buying something from your store, signing up for your specialty services, etc.
But no matter what kind of conversion your business needs, we can track it through your website. That way, we can make sure that you’re getting the most bang for your marketing buck.
The key is to use those performance indicators to build your website so that it guides unique visitors through the process from eyeballs to action.
Securing those conversions is the whole reason we’re setting up, tracking, and evaluating those KPI’s (key performance indicators). That’s how we can gauge the success of your website, your marketing objectives, or a specific marketing project. KPIs are the secret to making website changes that get results.
Tell me if this is you…
You’ve got a great idea for a business or a product that you’re determined to get off the ground…
In fact, you’re already on the runway with the throttle open, gathering speed. You can feel the lift as air passes under your wings…
It’ll be wheels up any day now…
You might be brand new to this, Or you may’ve tried before And never achieved cruising altitude. So, right now…
What’s the biggest thing stopping you getting traction for your business?
If you’re like most people, it’s the lack of a comprehensive marketing strategy.
They just keep trying different tactics and when they don’t work, they either think it’s the tactics fault or they assume they’re just plain lousy at it.
It’s that or they don’t feel aligned with the idea of marketing. It makes them feel uncomfortable. They think it’s not really for them.
I get it.
Marketing, especially online marketing has its fare share of cowboy rip-off merchants who are quite happy to take your money and give you sweet F.A. in return… and think nothing of it.
I know what it feels like…barely treading water…flailing away. I didn’t even have a job or an income when I started. I was looking after a chateau near Bordeaux at the time. Mowing acres of lawns and cleaning the pool too. Working on my online biz part time.
So I get it – I really do. I’ve walked a mile or two in the shoes, you’re wearing, right now.
It took me a long time to get started. And even longer to figure all this online marketing stuff out for myself. ‘Cos, truth be told there are many pathways up the mountain so finding the one that feels right to you is hard.
I’ve bought programmes from gurus that promised the world but delivered little so I am forever forewarned against the snake oil they peddle.
I worked really hard… for almost nothing.
Crazy hours for around $15,000 in the first year.
I was happy with that then.
It was an amazing result for me.
I was alchemising money out of thin air.
And I was paying my dues. Learning my craft. And learning to write copy.
Just a few years later, I launched an event management platform. It was ahead of its time. The first time we tried it, we attracted 30,000 unique visitors in 5 days. 4 years later that number had more than tripled. 96,754 uniques in 5 Days… All organic.
It was amazing.
More than I ever dreamed of.
I had finally discovered the secret to attracting an audience without spending a dime on Ads. It took a few years to perfect. I called it the Story Inception Method.
You see, there are 2 things that sets homo sapiens apart from other animals.
The first is that we can imagine things that don’t exist.
The second is that we can tell stories.
Combine these two things and you have the power to change the world just like Alexander the Great or Steve Jobs or even Elon Musk.
We are hard wired to listen to stories.
We are hard wired to tell them too.
Storytelling inspired Alexander’s Macedonian army to march all the way to India conquering larger and more well equipped ones all the way there and all the way back.
Steve Jobs inspired Apple employees to create the iPhone and in the process create the first global trillion dollar company.
Storytelling grew Tesla too.
Elon Musk recognised that the existing electric cars were funky and unreliable with no range. They told a story about their owners that the vast majority of potential buyers did not want to tell.
Tesla changed all that and in the process built a car company that now dwarfs all others.
Recognising this changed my results… and my life.
I now teach the entire story marketing strategy process in my FREE Story Marketing Tribe on Facebook (videos + PDF downloads). Because I KNOW that with the right story frameworks, you too can create an online business that will change your life…
When you join my TRIBE, you’ll get access to trainings and frameworks you can use RIGHT NOW:
IMPORTANT: none of this is theory. It’s all been proven over and over by my students.
This is business-changing, LIFE-changing material. I’ve seen it work, and I’m on a mission to share this information with as many people as I can.
Imagine the freedom that comes when you stop dreading your marketing and gain the confidence to know EXACTLY how to bring your great ideas to life.
There is a way. This is the way. I can’t wait for you to join me on my presentation so you can get started right away
Having a solid content plan in place is vital for your marketing success for many reasons. Without a plan, you may lose your focus and stray away from your ultimate goals and objectives.
There may be lots of topics you want to tackle, and plenty of goals you want to reach, having a plan can help guide you towards the success you envision. In fact, with a content plan, you position your business as a leading authority and develop resonance with your target audience.
This will help you establish a strong brand identity, and ultimately generate more leads and conversions, which will lead to a higher ROI.
Making a content plan that outlines what and how much content you create and where your distribute it is key to effectively keeping track of your progress and provides a organized system from which you can plan.
Now that you see the primary reasons why developing a content plan is crucial for your marketing success, let’s explore the most important steps you need to take to create it.
Defining a Content Plan
What does it mean to define your content plan? It means creating a full, comprehensive plan for setting your content marketing strategy in motion. You could have the best possible content marketing strategy, but it may be doomed right from the start without a clear plan for executing it.
Your plan serves as your guiding framework for achieving the results you set out for. A guide through your entire workflow, including what content you’ll create, the schedule for producing and distributing it, and the metrics you’ll track to evaluate your content’s effectiveness.
So, map out your content vision and objectives. Think about everything you want to accomplish with your content marketing and put it on paper. Consider all the challenges that you may encounter along the way, and come up with effective solutions.
Most importantly, think about your target audience. Think about who they are, and what their needs, preferences, and pain points are so that you can know how to properly address them when creating your content and provide your audience with real value.
Now that you have your vision and an outline for executing your strategy, you need to consider your goals. Do you want to drive more traffic to your site? Are you looking to generate more leads you can convert? Do you need more sales? Are you looking to increase your ROI? Or maybe build your email list and later turn subscribers into customers?
There are numerous goals you can strive to achieve with content marketing. Thoroughly think about the ultimate goals you want to reach, the core purpose and objectives of all your content marketing efforts.
Knowing your goals will help you produce the right type of content that your audience will resonate with. You’ll create content that will resonate with your brand message. You will have the necessary clarity for setting your priorities and taking all the right steps towards achieving those goals.
The next step when developing your content plan is deciding what types of content you are going to create. You should strive for variety so that you can broaden your reach and attract a lot of new leads.
The most successful types of content are blog posts. They deliver strong results, but only if they are relevant, unique, shareable, and offer actionable tips and advice.
Other high-performing types of content you can produce include videos, podcasts, eBooks, case studies, white papers, graphs, images, infographics, quizzes, surveys, checklists, and webinars.
You have plenty of options with each of these types. You can focus on tips and tricks, lists, industry news, expert interviews, and pretty much anything you can think of, as long as it’s relevant to your audience and pushes you towards your goals.
The content types you choose will mostly depend on what your audience is looking for, but also on the goals you want to reach. Choose wisely, but be sure to include videos, as they will increase your online visibility and attract a wider audience.
All your effort will be in vain if you don’t properly promote your content, especially if you’re just starting out. If no one knows about your blog or website yet, how are they going to engage in your content? Even if you’ve been in business for a while, you still need to market every new piece of content you publish.
So, how frequently are you going to create and publish new pieces? Where are you going to upload them? What about the links to your content? Which platforms will you use? Will you reshare your content, or just share it once and be done with it?
Definitely reshare. Create a schedule for content creation and promotion, and stick to it. It will help you build consistency and trust. Share your content on social media, but choose the platforms that your audience is already using. You need to be where they are so that you can capture their attention and engage them in your brand.
Promoting content on social media gives you an opportunity to interact with your audience and connect with them on an emotional level, so be sure this is a big part of your plan and strategy.
Analytics and Results
If you don’t analyze your content’s performance, you won’t know if your efforts are paying off. You won’t know how far, or close, you are from achieving your goals.
Establish your KPIs (key performance indicators), and utilize tools that will help you track them. Your KPIs could be the number of new email subscribers, a revenue target for a particular time period, a certain traffic increase, SEO ranking, or anything else related to your goals.
You can use Google Analytics to measure your desired metrics, but there are plenty more tools you can use, such as SEMRush to evaluate the performance and social reach of your content, and Google Keyword Planner for optimizing your keywords.
Results Analysis and Reiteration
Once you generate reports and analytics that give you an insight into the performance of your content, you need to further analyze the results.
What are the results telling you? Are they satisfying? Are they pushing you in the right direction? Do they indicate that you’ve already accomplished a particular objective? Or do they call for reiteration?
Whichever the case, you need to keep repeating every step. Content marketing isn’t a one-time job, so regularly produce fresh and unique content that your audience will love. Your results analysis will show you what pieces of content are performing great, and where you may need to make some adjustments.
There’s always room for improvement, so keep optimizing and creating new content, sharing and resharing, and regularly analyzing every little detail.
As you can see, creating a content plan isn’t at all difficult. It may take a bit of time to get everything right, but that’s where analytics tools come in. Start follow tips from this article today, and you’ll reach great marketing success before you even know it.
We can be super choosy. With so many people selling us tools and methods and apps that (they say) we absolutely MUST have for our business or our life, let’s use a solid criterion for selecting. If their proof of results consists of “it worked for me so it will work for you”, then hide your wallet. If the proof is based on independent empirical data and is couched in the solid research of others, then it may be a good choice.
I frequently talk about bad mindsets that we have that are brought on by these experts and gurus that teach us things that simply won’t work. One that’s come up more and more often that I see is buying something from a guru because they say
“Hey, it works for me. It’s going to work for you.”
I am going to put this in a perspective here…
Imagine that you are sick. You’ve got some condition then you go to your doctor and explain what you have and the doctor says “I know just the cure. I’m going to prescribe this medicine. Take this twice a day, you’ll be all set.”
You take the medicine and get the prescription filled. You come home, you pull into your driveway and your neighbor is standing there. You tell your neighbor “I have this condition and went to the doctor who prescribed this medicine.”
…and he laughed.
He says “You have just wasted your time. I had that SAME illness so I experimented around in my kitchen for a long time. Through my own experience and mixing different combinations of stuff in my kitchen, I discovered after long research that if I mix together goat’s milk and jalapeno and a banana, with a dash of cinnamon and put it into a blender, whirled it up really good and I drank two of those in a day, it just knocked it right out.”
My question for you is: Would you listen to your neighbor and drink the milkshakes or would you take the doctor-recommended medicine?
Most of us will take the medicine, right? But what if your neighbor continued, “You know, this worked for me – it’s going to work for you. In fact, it worked for three of my buddies. I told them about the jalapeno- banana-cinnamon milkshake and they tried it and it worked for them too. All three of them got immediately healthy. It’s going to save you a ton of money. It worked for me; it’s going to work for you.”
Now I ask you, what if it worked for your neighbor and three of his buddies?
Now you have testimonials that the milkshake worked. I imagine most of you will still take the medicine, but I am amazed how many people will drink the milkshake when they see it online. They’re told about these methods and techniques and platforms that will bring in more customers and make them lose weight and solve all their problems. The whole basis of it is “It worked for me; it’s going to work for you”.
What I’m telling you is that when you hear that, keep an eye on your wallet because you don’t want the milkshake, you want the medicine. There are plenty of successful techniques and methods out there that are firmly rooted in psychology and science.
They’re rooted in the research that works.
This is frustrating to me in a couple of levels because there are some out there that are trying to sell you techniques and methods and platforms that simply won’t do the research.
They simply will just say “Hey it worked for me; it’s going to work for you”.
Well, it might have worked for them. Even stuff that CANNOT work, can still work 3 to 5% of the time.
How can that be?
Imagine, you drank the jalapeno-banana-cinnamon milkshake and you started feeling better. Maybe you were starting to feel better anyway and the timing was just right. Or maybe you feel better because you drank so much milkshake that it filled you up and you weren’t hungry anymore – and turns out something ELSE you were eating was causing the problem. But because you were full, you did not eat it.
There are many ways that something that totally cannot work, works for some people, and this is where the testimonials often come from.
Many people sell you products and services. It might work for 3% of the people just by chance –just by randomness, and those people will write their testimonials and the rest of us, 97% will say…
“How come this didn’t work for me? I guess I didn’t follow the steps carefully enough”.
It’s so frustrating to watch this knowing that these techniques do not work and they don’t work for you. And so you think “Gee, I must have missed something. Maybe I should reread the lessons. Maybe I should follow the steps more carefully.”
It doesn’t matter. It won’t work. It worked by chance.
It doesn’t have anything to do with you. It had to do with a platform, a method, an idea that is not firmly rooted in anything. It’s sad because the research is out there and a lot of folks will borrow some from psychology.
The Truth: Dark Psychology Sells But Is Not In Your Best Interest
The problem is they often borrow only the “dark psychology” – tactics taken from the studies of compliance, conformity, obedience, and influence.
They’ll borrow those things that scare people into buying –the sense of urgency, the sense of scarcity. It does work, that’s why it’s borrowed; but there’s so much more from psychology that could be borrowed that works –decades and decades of research.
Take the medicine. Don’t listen to your neighbor who says “It works for me, it will work for you”.
I have written and created over 7,000 surveys and gathered over 6,000,000 data points. Which is a lot but only a speck compared to ALL the solid psychology data gathered over many decades by researchers dedicated to finding what works. You just need to tap into it.
Use Good Psychology To Get Engagement & Customers
When you apply the psychology that works, you will get the engagement and retention of customers that you’re looking for.
My challenge for you this week is to look for experts and gurus who have the data and the research and the findings to back it up; that they’re not just saying “Well, it worked for me and my three buddies, it will work for you,” but they can point to all those that came before them. That there solution is built on something solid in psychology.
Psychology is the study of human behavior.
Why people buy, why people do what they do, why they say the things that they say.
There ARE science-based and research-based solutions out there. If you’re going to spend your time and your money on these practices and templates and techniques, they should work nearly 100% of the time – just like the doctor’s medicine.
How To Find The Templates That Work
Learn how to use the good psychology to enroll more from your webinars during our SocialBuzzU webinar.
Have you seen the term PLR and think that’s not relevant to you or your business? In this post, we hope to open your mind to the incredible opportunity that PLR content has.
What Is PLR Content
Essentially, PLR (Private Label Rights ) or “white label” content is done-for-you content that you can publish as your own. This may come in the form of eBooks, courses, articles, reports, graphics, audio, video and more!
This article was inspired by a common type of question we get from our PLR customers and prospects on a fairly regular basis.
The question goes something like this…
“What type of website (topic, theme, etc…) should I create to be able to use the PLR products I have purchased”
Warning…If this is a question you are also asking, please pay special attention to this article because you are very likely going to need to make some changes to your current approach.
PLR Is A Business Tool…
You can purchase courses to learn about Facebook advertising.
You can buy software that helps you setup a membership site.
You can setup a dedicated server to run your company website.
You can purchase PLR to help you build content for your business.
Realize that all of these are simply tools to help you grow and manage your business. While they are all important tools, you must have an actual business to use them on.
Imagine going to Home Depot and purchasing some power tools, lumber, cable, piping and so on. You load up your cart, you head to the checkout and as you pay, you ask the clerk how to use all of these tools to get a return on your investment!
Should you become a builder?
Should you start up a general contracting business?
Maybe you could become a carpenter?
Obviously it doesn’t work this way 🙂
It is the other way around. Once you have a business and you have specific work to do, then you would head to the store and acquire the supplies you need to effectively finish the job you’ve been hired to do.
If you’ve been asking this question about PLR (or any digital tool, software, etc…), it is time to take a step back and look at the bigger picture.
You must first create a business then decide on which tools (i.e. PLR products) you can use to help you manage and grow that business. Tip 6 will help you make this decision if you are struggling.
Notice if you have any thoughts like the following…
“I don’t know what business to go into. I’m afraid of choosing a business model that won’t make money? What if I choose wrong?”
Realize that if you are thinking along the lines of my example in Tip 2, this is not “entrepreneurial thinking”. No one can tell you if your business model is going to make money. No one has a crystal ball and can predict the future.
These kind of questions or thought patterns come from a “security” mentality (thinking like an employee versus a business owner).
It is OK to think this way as long as you are able to recognize it and make the adjustments necessary to change your mindset and behavior.
We’ve all heard great stories about entrepreneurial success. It is inspiring to hear about amazing business owners who defied the odds and created massive success for themselves.
We hear about their stories of repeated failure, making one mistake after another, ultimately “failing their way to success”. We nod our heads and agree that this is generally how it goes.
Now it is time to live this…
If you have been “on the fence” about your business plans, GET STARTED. Take a chance. Go for it. Test out your ideas, see if you can turn a profit. Learn, grow, adapt and become an unstoppable entrepreneur.
Will you choose the wrong business? Possibly. But maybe you’ll choose the right one too!
“It doesn’t matter how many times you have failed,
you only have to be right once.” — Mark Cuban
Going back to the talk track in Tip 2, imagine if someone came to me asking what business they should go into to ensure they could be successful and turn a profit.
The most obvious answer I could give would be my own business.
But just because we have been able to build a sustainable business in the “content creation” or “digital licensing” space, does that mean it will work for the next person?
In fact, someone could copy my exact website, themes, topics, sales pages, etc… and STILL come up short.
Because the number of intangibles that go into building a business. We’ve invested FULL TIME effort into this for 8+ years. Working our way through many failures, drawbacks, roadblocks and problems.
Just like every other business owner.
If you are prepared to do the same, then Tip 6 will help you get started.
Read the following 1 Page PDF —> https://toolsformotivation.com/wp-content/uploads/2019/03/OnlinebaselineTFM.pdf
While this guide does not contain any specific tips or advice about implementing PLR, it is still vitally important to first understand the concepts covered here.
For specific examples of implementing PLR, please check out the following link:
We appreciate you taking the time to go through this training segment. I hope it has been a valuable investment of your time and I welcome any questions you may have at our help desk: https://toolsformotivation.com/contact-us/