I think it is fair to say that Neil Patel is THE marketing guru or at least one of the best ones out there. As an avid reader of his blogs, I can see the hype.
Neil Patel is one of the top influencers on the web. – The Wall Street Journal
Neil is one of the top entrepreneurs in the nation. – Entrepreneur Magazine
With praise coming from such authoritative sites, it is no wonder I signed up for his free online training webinar – Neil Patel Presents Advanced Customer Acquisition. In this article, I will be giving you a summary of what I learnt during this little-over-an-hour session.
I won’t give away all of Neil’s secrets though. I think that you will get the best value by watching the webinar yourself and learning from him directly, though I do hope that this article will still enlighten you to some great tactics and information that I really enjoyed learning about.
Like his webinar, this article will be split into these agendas:
- Increase click-through rate (CTR)
- Competitive intelligence
- Link building
- Lead magnet
- Core offer and profit maximiser
- CRO hacks
- Advanced marketing program
Of course, the higher your website ranks on SERPs, the better chance you will have of getting search traffic. This leads to a higher CTR.
However, your rank is not the only thing that is taken into account by users when deciding to click on your page. Other SEO elements, such as your title tag and meta description, play an important role in persuading users to choose your link.
The more appealing your copy is, the more clicks you will get to your site. And Google notices.
If you are ranked number two on the SERPs but your CTR steadily surpasses the link ranked at number one, Google will see this and change your position.
This is why you need to make sure that your pages are optimised. Use keywords in your title tag and meta descriptions and make sure that the page that you are leading visitors to are relevant to their query. Nothing will cause your bounce rate to rise more than articles that do not help the user whatsoever.
Using online tools such as Google Search Console can tell you your CTR. If it is under 5% then you need to rewrite the copy to improve it.
For tips on how to do this, use these keywords when applicable:
- How to
- Listicle ( e.g. 8 Proven Strategies I Learned From Neil Patel)
- Blog post
One quote that stood out to me (I may be paraphrasing) is, “Marketing is not a guessing game. It’s a science.”
If you think about it, it is completely true. There are so many online tools and systems available that can help you take the guesswork out of marketing.
How do you know what your customers want? Ask them using survey tools like SurveyMonkey. What keywords are your competitors ranking for? You can easily get this information if you know how to find it.
Another quote that Neil may not have said but still rings true in this case, “Keep your friends close and your enemies closer.”
In this section, Neil talked about different techniques and tactics that you can implement to find out what your competitors are up. You can discover what keywords they are ranking for, what widgets and tools they are using on their website, who is linking to their website, and more.
We all know that link building plays a huge role in search engines determining how authoritative your site is. The more websites that link to it, the better, the more highly authoritative websites that link to it, even better.
However, if this is something you have tried, it is easier said than done as it requires other sites putting you blog links on theirs.
Here are some ways that you can do this.
One of the more popular and easier ways to increase backlinks to your website is by guest posting. This involves reaching out the websites that are relevant to your own and pitching a guest article to them. By doing that, you can include a byline that incorporates your URL.
Some websites may have a section dedicated to guest blogging, with instructions on how to pitch for you to follow. For other websites that do not have one, try and find an email to the relevant person, such as the editor, to send your request. If you cannot find one, then most blogs will have a comment section. Leave a comment stating your interest there.
Do the work for them
This is a smart tactic that Neil has highlighted. It consists of finding broken external links on your target website and emailing them if they would like to know what they are so they can rectify them. Then once they respond that they do (because who would turn down this offer?), you can tell them that your domain offers similar information but without the broken link.
Neil stipulates that this works because you are helping the owners out by highlighting broken links and for giving them an alternative to replace them with. It saves them time having to try and find replacement links.
So here is a summary of the tips in this section to consider:
- Make your emails relevant
- Don’t use mailing tools
- Striking up a conversation can increase your chances of getting a response
- Approximately 5-10% of people should link back to you
- Just as you wouldn’t buy followers on social media, do not pay links. It is too risky.
Did you know, “your highest converting traffic channel will be your email list”?
If you take part in the webinar, you can see statistics from Neil’s own experiences in traffic, and his email list is definitely the main source of traffic.
So to increase your traffic and conversions, you will need to collect emails.
You need to give something away that will entice your visitors to submit their email address.
This could be eBooks, courses, something that will give them valuable information and insight, and help them in any way. If you really are unsure of what to offer your customers, just ask them. Use SurveyMonkey to ask them, “What can I help you with?”. Alternatively, research popular articles in your industry and offer an eBook or course on that.
Though don’t just implement the good ol’ pop up asking them to join your email subscription and leave it at that.
Use your copywriter to write compelling content that will make them want to sign up.
For example, you might have seen some popups on digital marketing blogs asking you if you want to increase your traffic. If the yes option is chosen, then you will fill out a form asking for your name and email, which then automatically gets added to their subscription list.
In the better marketing pop-ups though, the buttons still stipulate the same yes or no buttons but in a more persuasive way. Instead of an option that says, “no, thanks”, you might write, “no thanks, I get enough traffic.”
Can you really get enough traffic to your website though?
If this is still clicked, Neil advises to put up another pop-up. In his own site, the second pop-up window then states something along the lines of, “Congratulations on getting plenty of traffic to your website. I can show you how to double conversions.”
This second pop-up has helped him gain more emails.
Summary of some of Neil’s best tips:
- Yes or no questions generate 20-30% more leads
- Journeys and courses convert better than eBooks by 16%
- Include lead magnet offerings throughout your website, such as on your homepage and as an exit strategy
- A good lead magnet will generate 5 emails for every 100 unique visitors
If you sell goods online, then this section will be particularly helpful.
Basically, a tripwire is an offer that is so irresistible that people cannot say no to it. By offering a low-end offer, you then have the opportunity to upsell and downsell (this will be thoroughly explained in the next category).
To choose a tripwire, just think about a problem that your target customers experience and how you can solve them.
One example that a webinar participant asked was what she could use as a tripwire for her candle business. Neil’s recommendation? Candle wicks.
- Your offer needs to be irresistible
- Do not charge more than $47 for your tripwire. Ideally, it should be cheaper. Neil’s own tripwire tactic saw him charge only $7 but make big revenue from it.
- When people reach the checkout, offer a more expensive product that they can purchase (upsell).
- At least 30% of people should purchase this upsell
Core Offer and Profit Maximiser
This is all about doubling your revenue. Like I mentioned before, you should have upsells and downsells offered at the checkout. In fact, there should be 3 upsells/downsells altogether.
As an example, Neil used his consulting services. He offered consulting services at x amount for a month.
Once your customer has proceeded to checkout, offer them the first upsell that is double the price of their item but speeds up the process. For instance, Neil will come to your business for an entire day and work directly with you on your business. You get all the information and knowledge in a day compared with a month.
Then, you should offer another upsell at 1.5x of the price. This should focus on automation. Instead of executing all the strategies that Neil recommended by yourself, why not hire his professional implementation team that will automatically do it for you?
The final profit maximiser is a downsell that is two-thirds of the price. This should be a complimentary product.
If you are wondering what your profit maximisers should be, focus on things that offer speed and automation. These two factors will enhance the original purchase item.
Do you go straight for the hardsell with your customers? How often does that generate a positive result?
In this section, Neil talks about CRO hacks – conversion rate optimisation.
He states that conversion optimisation is like dating. You can’t ask someone to marry you and expect them to say yes straight away. Instead, you want to talk to them and build up a friendship. Slowly get into dating for a few years before asking them for marriage. The likelihood of them saying yes increases tenfold.
This is the same when it comes to converting customers. You need to engage with them first before asking for a commitment.
There are some online tools that allow you to use their products first so you can gain insight into how it works. After they have completed the process, that is when they ask you for an email to get the results. It works better than just asking for them to sign up immediately.
Simplify sign up
Also, another hack is making sign up easy. Thanks to the popularity of social media out there, everyone is almost logged into a social media account at one time or another, or have one. Give your visitors the option to sign up using Facebook or Twitter authentification. You can even allow sign up via their Google account.
If they do sign up by email though, make it easy. A 2-step sign up means that customers will be more inclined to complete the process rather than presenting them with a form with many questions.
Use first person
This hack has to do with integrating psychology into marketing. Leverage the power of the first person voice to increase sign ups.
One way to helping customers determine whether or not they want to sign up is by prequalifying them. This technique is also good because it can incorporate first person voice as well.
If you are running a personal training bootcamp, you could have a sign up sheet that reads something like this:
Do I want to lose weight?
Do I want to get fit?
Do I want to build muscle and strength?
Then this bootcamp is perfect for me.
By asking these questions and using first person, the customer will agree with every point then they will be more inclined to sign up.
Advanced Marketing Program
The last section of the Neil Patel’s webinar promoted the advanced marketing program. He tells you all about it, gives you great discounts and bonuses, and also answers any questions that people may have.
I’ll let you find out all the details from Neil Patel himself. All you have to do is watch until the end of the webinar.
This webinar ran for less than 1.5 hours and was filled with great information. I really enjoyed how he used examples from other companies, as well as his own, so you know that his claims are legitimate.
He also gave us some tools to use – some paid, some for free – so that we could get started implementing some of his tips.
I think that if you want to learn more about driving traffic to your website and increasing your conversion rates, then this webinar is a really great way to do it. Just make sure you have your laptop or a notepad with you to take notes, though he also does send the presentation to you afterwards.
Have you ever attended a webinar from Neil Patel? Are there any other webinars that you would recommend? Leave me a comment below, I would love to hear about them.