Today, we talk about 3 Types Of Traffic. In the first part of Clickfunnels Affiliates Program Training Part 4 is a summary of some of the topics that were covered in the first few days of the course. Topics include defining your target market, discover where they hang out and creating the shiny object they want.
We need to review these items so we can focus on generating high-quality traffic to our bait. Once we figure out who our dream customer is, where they hang out and what they want it will be incredibly easy for us to attract them with our free offer.
Again if you want to become a super affiliate, you need to join Affiliate Bootcamp training (It’s FREE – this is a Clickfunnels affiliate program. They’ll help you sell their product and anything you want step by step). This is an affiliate marketing for beginners
Question #1) Who Is Your Target Market?
My target market is published authors (professional and amateur) that want to sell more books, courses, and merchandise using sales funnels and without relying on Amazon.
Both Russell and Kevin spend a lot of time talking about demographics but I am not going to make too many specific assumptions at this point.
That being said, I would guess that my dream customer is in their 40’s or 50’s. Most likely they have been a published author for several years but are wishing for more financial success from their work. Due to their age and experience, they should have a modest household income that will allow them to purchase tools and products for their business.
My dream customer demographics:
- 40-50 years old
- $60k+ yearly income
- Has published at least 1 book
In contrast, I am not focusing on new or young writers that are interested in writing a book. In my experience, this group of people does not have extra money to invest in tools or training.
Question #2) Where Are They Congregating?
My dream customer is likely hanging out with other experienced writers in Facebook groups, forums, and reading book promotion related blogs. Since I am assuming that my dream customer is dissatisfied with their Amazon books sales volume, I imagine they would be reading blogs or watching videos about book marketing.
During Kevin’s walk-through video he identifies 5 primary traffic sources:
- Blog Posts
At this point in our journey, we are going to focus on just two traffic sources. However, he says that Facebook must be one of our primary sources. That’s because we will be leveraging Facebook ads to send traffic to our initial offer.
My second source of traffic will be from Youtube videos about publishing and marketing. Video content is a channel I want to master going forward, so this will be a great way for me to practice.
Two primary traffic sources I will be focusing on:
Question #3) What is the shiny object (bait) they want?
The shiny object your dream customer wants should be something they think will help them right now. It should be a quick solution to their biggest problem.
One way we can brainstorm ideas for our shiny object is to look for products that our dream customer is already being “sold” to solve their problem. These are products our competitors are selling or lead magnets they are giving away.
Most importantly, our shiny object should lead into the DotCom Secrets book offer. There should be a clear connection between the two.
For my bait, I am going to create a product launch video series that introduces authors to the funnel concept. The title I am considering is “How to Sell 60,000 Books without Giving Amazon a Single Cent!” The short video series I create will introduce the concept of funnels but I will refer to the DotCom Secrets book as the next resource they need to learn more about creating a funnel.
3 Types of Traffic:
The goal of ALL website traffic is to convert it from traffic you control or don’t control into traffic that you OWN. We can increase the amount of traffic that we own by building our email list. That’s what our shiny object or bait is designed to do: get an email address so we can follow up with our leads and sell more products consistently.
1. Traffic You Control
Traffic you control is mostly driven from advertising. “Control” basically means that you can spend $100 on Facebook ads and generate a predictable amount of traffic every time. It may take some practice and testing to figure out how to do Facebook advertising correctly. However, after you have it mastered, traffic from ads should be both predictable and profitable.
Examples of traffic you control:
- Pay Per Click Ads (Facebook or Google)
- Youtube Ads
- Sponsored Blog Posts
- Display Banner Ads
- Solo Ads
2. Traffic You Don’t Control
I categorize traffic you don’t control as “organic traffic.” This could be traffic that came to your website after searching on Google or clicking on a link in the Facebook or Twitter feed.
From my experience, I think some SEO traffic can be considered “traffic you control” if you rank for keywords with buyer’s intent, such as product reviews. However, your website rankings are at the mercy of Google, so in general, I agree with Russell that SEO traffic is mostly out of your control.
Traffic you don’t control can be the backbone of your longer-term traffic strategy, but at the moment we want to focus on the traffic we do control to turn it into traffic we OWN.
Examples of traffic you don’t control:
- Social Media
- Word of Mouth
3. Traffic You Own
Traffic you own is basically your email list. In the worksheet, Kevin lists your fans, followers, and readers as traffic you own. However, your Facebook organic reach is hard to predict and it is almost impossible to predictably communicate with your Facebook fans on a regular basis.
So the best way to own a source of traffic is to build an email list. Even though many marketing experts like to claim that “email is dead” – there are still hundreds of millions of people that use email every single day. I’m not too worried about email dying – I plan to be retired by then
Instant Traffic Hacks
When looking for traffic sources it is important to remember that your dream customers are already hanging out with your competitors. Our dream customers should be actively looking for solutions to their problems elsewhere because they don’t know you exist – yet.
Our dream customer is not someone sitting on a couch waiting for ClickFunnels to fall into their lap. Instead, our dream customer is looking for a solution to their problem but they don’t know yet that ClickFunnels is the solution. Or maybe they have heard of a sales funnel or ClickFunnels software but they are not quite convinced it’s right for them.
Where Are My Dream Customers Shopping? (Direct and Indirect)
To find an easy source of traffic we are going to look at what our competitors are doing and use the traffic sources they use. At this point in the process, we have 3 different groups of competitors we can focus on.
Competitors to focus on include:
- My bait or free offer
- The DotCom Secrets Book
- Competitors of ClickFunnels
We should also include both direct and indirect competitors in our search
An example of a direct competitor to ClickFunnels would be LeadPages. So if we are looking for a potential source of traffic we should do some research to find out where LeadPages is getting traffic. Where are they advertising and who is promoting them as an affiliate?
An indirect competitor would be another tool that ClickFunnels or LeadPages customers are using. For example, many marketers use an email service provider like ActiveCampaign or Mailchimp in addition to ClickFunnels. We should research where ActiveCampaign is advertising as well to find another potential traffic source.
What Are My Dream Customers Buying?
One mistake that I’ve made many times in the past and that I see many other entrepreneurs making is selling a product nobody wants. It sounds obvious but from my experience, it is a bigger obstacle than it appears. Early in my career (and even recently, to be honest) I’ve thought up a great idea for a course, spend weeks creating it, then discovered nobody was searching for it or wanted it.
I really appreciate Russell’s style of product creation and marketing – which is finding out what your customers ACTUALLY WANT and give it to them. It’s a simple and repeatable process. The best way we can find out what our dream customers want is to research what other products they are currently buying.
If your free bait or shiny object is not related to something your customers are currently buying, then you will have a difficult time making progress.
Products my dream customers (published authors) are currently buying:
- Amazon ads for their books
- Buying book covers, press releases
- Text software, like Scrivener
- Books about book marketing
- Amazon and Facebook advertising courses
- Social media training
- Blogging Courses
Model What Works
When creating our first offer we don’t want to waste time making something nobody wants. We should see what our direct competitors are offering and follow their lead. Remember, we are not copying them, we are modeling their funnel and messaging, then putting our own twist on it.
During the Bootcamp videos, Russell also makes it clear that we should never have more than 2 unknowns when modeling our competition.
Model each aspect of your competitor’s funnels including:
- Landing Page
- Traffic Source
- Ad Copy
In my case, one of my direct competitors that sell marketing courses to authors has a few popular lead magnets that he gives away on his website. Some of my competitors most popular lead magnets are on Facebook ads and Amazon ads for authors.
In addition to my original free offer idea of giving away a short video series on “How to Sell 60,000 Books Without Giving Amazon a Single Cent,” I will also create a short guide on how to sell more books with Facebook or Amazon ads.
My assumption is that authors who are spending money on ads would greatly benefit from learning about sales funnels to increase their book sales.
When creating my first offer I am going to model my competitor’s demographics, offer and landing page. I haven’t seen any of ads show up in my Facebook feed yet, but when I do I will take a screenshot of his ad copy and model it in my own ads.