blogging lessons learned
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Lessons learned from a self-taughTRANSCRIPT
Learning Management for Business
Blogging Lessons Learned
From a self-taught marketerChris Williams
917 767 8204 <--preferred method
Monday, January 21, 2013
Learning Management for Business
Skills!? Learn Quickly, Ask Basic Questions, Collect Cash
Monday, January 21, 2013
Learning Management for Business
• Not a startup
• Not new to the game. Around since 2007
• Sold Millions of dollars of courses and taught thousands of students
• Applying best practices to all businesses
Monday, January 21, 2013
Learning Management for Business
My Two Goals
• 1. Get better at my marketing, help people with theirs (don’t hire consultants!)
• 2. Connect with businesses where information access is a major obstacle to growth
Monday, January 21, 2013
Learning Management for Business
Blogging Best Practices
• Specific Strategies I Use and Why
• No Buzz Words
• Examples and Real Numbers
Monday, January 21, 2013
Learning Management for Business
1. Make the Honey Pot Deep
• Reader “gorge” themselves
• “This is exactly what I need”
• 5 Minute Read Time
• Stop Making Crap
Monday, January 21, 2013
Learning Management for Business
4:48 - 3000+ Words.
Monday, January 21, 2013
Learning Management for Business
5:36 - 2000+ Words
Monday, January 21, 2013
Learning Management for Business
4:58 - 1800+ Words
Monday, January 21, 2013
Learning Management for Business
4:44 - 2000+ Words
Monday, January 21, 2013
Learning Management for Business
2. Random Visitors -> Subscribers
Monday, January 21, 2013
Learning Management for Business
Monday, January 21, 2013
Learning Management for Business
3. Charge for your Marketing Material
• Prove to yourself your marketing is awesome
• Value in curation and simplicity
• Charge for free materials
Monday, January 21, 2013
Learning Management for Business
Example
Monday, January 21, 2013
Learning Management for Business
Make Money from Your Marketing
Source RE 101 Intro Course
Cost $95 $0
Attendees 12 80
Sales 2 2
~Margin Per Sale $500 $500Total Profit $2140 1000
Profit Per Student $178 $12.50
Monday, January 21, 2013
Learning Management for Business
4. Free Course > Webinar
• Webinars are lame.
• Always have technical issues.
• No meaningful interaction
• Drinking from a fire house. Can’t go in-depth and confirm learning
• All execution risk of live event, none of the benefits
Monday, January 21, 2013
Learning Management for Business
Free Course
• No technical risk. Can prepare everything before hand
• Can still have a live portion
• Direct Interaction on the course wall
• Do in-depth and test knowledge; videos, PDFs, quizzes, tools, assignments.
Monday, January 21, 2013
Learning Management for Business
5. Link Management = Real Relationships
• Forget all the tricks --> It’s about real relationships
• Trying to get such specific anchor texts. Impossible it will happen naturally
• Conversation you’re looking for “can you change/put a link on XX page that says XX” --> Must have a real relationship
Monday, January 21, 2013
Learning Management for Business
6. Know Your Sales Funnel
Lead Source RE 101 Intro Course
PV Whitepaper - Popup
PV - Organic
Page Visits 458 1297 11294 753
Leads 12 80 565 420
Visit Con % 2.6% 6% 5% 55%
Sales 2 2 10 9
Sales Conversion 16% 2.5% 1.7% 2.1%
Profit Per Sale $500 $500 $500 $500
Total Value $2,140** $1000 $5000 $4500
Profit Per Lead $178 $12.50 $9 $11
Monday, January 21, 2013
Learning Management for Business
Lessons
• Gross Profit Per Lead Drives Top of the Funnel --> This drives specific campaigns
• Build it from bottom, then test each conversion
Monday, January 21, 2013
Learning Management for Business
7. Less Followers not More
• Do Less
• Stop using buzzwords, ask what do you actually want?
• “engagement”
• “conversation”
• “brand building”
• “more traffic”
Monday, January 21, 2013
Learning Management for Business
Tools I Like
• Wistia
• Weebly
• Unbounce
• Mailchimp
• SnapEngage
Monday, January 21, 2013
Learning Management for Business
Questions
Monday, January 21, 2013