In 1994 I set up my first website, MLMHelp.com. It is what is commonly called today a "catalog" site. I didn't have a clue what I was doing, I violated virtually every rule of online marketing, but that site produced over $100,000 in sales the first year and it has never done less.The one thing I did do correctly was add a monthly "No-Fluff MLM Marketing" e-zine that visitors could subscribe to. Sometime in 1996 I ran across the Inside Secrets to Marketing on the Internet Course by the late Corey Rudl.
I thought it was awesome, so I included information about the course in my monthly e-zine. 30 days later I received a call from Corey's office telling me I had set a record for the highest affiliate sales in one month in the history of the company and they were sending me a check for $17,000.00.I am slow, and at that point I still didn't get it. It took over two years before I ever sent out another promotional email. I built that list to over 90,000 subscribers and had a partner erase the entire data base. Experts tell us that you should earn about $1.00 per month per e-zine subscriberó"Ouch!"
I could go on and on with the success and failure I have experienced online over the past 15 years, however let me share a concept with you that I know can make a powerful impact on your business right now.The number one mistake I see network marketers making right now, is they are sending traffic to the wrong kind of website. I am still shocked at the number of distributors who pay good money to create website traffic and then send those visitors to a corporate self-replicated site.
Understand there are basically a handful of website development companies that provide these corporate self replicated sites to dozens of network marketing companies. They are from the same template. When your visitor arrives they can click here to learn about the product, click here to learn about the compensation plan, click here to read about our corporate officers, click here to see pictures from our last convention, click here to see your entire product catalog, and so on.Here is the number one rule of marketing online: "A confused mind does nothing."
Learn to sell one thing and sell it well.I tell the corporate clients I work with, "You need two websites for your distributors: one that sells your primary product or service and one that gives them an overview of your opportunity. Both MUST capture the name and email address of visitors."
I am still amazed at how many companies, and website designers who provide sites to these companies want to lump everything into one website.Corporate, self-replicated websites are only good for two things: back-office distributor training, and online product ordering for distributors. They are NOT designed for prospecting.
Over the years we have seen an evolution from corporate self-replicated sites to what we now commonly call Squeeze pages, a phrase coined by my friend Jonathan Mizel. Some people call these lead generation sites.The basic concept with these sites is, "Give me your name and email address and I will tell you about our company and products." These worked much better when people first started using them because they were new and in network marketing follow-up is more important than the initial contact.
With a squeeze page site at least you have the opportunity to capture a prospectís name and email address so you can follow up. Many self-replicated corporate sites, still donít have that option.Over time the results of traditional squeeze pages and lead capture pages started to diminish and we saw the evolution of what I call Incentive Type Squeeze pages. These type of sites offer a free downloadable product like an e-book or software when someone opts into your list.
These sites work much better, because you are giving someone a gift in return for their data. However those who track their visitor opt-in numbers will tell you that over the past eleven months, the results with these types of sites have diminished drastically.Why is this happening and what should you do about it?
Mom and pop consumers, your prospects now realize that their name and email address is an asset that should be guarded. Because of security issues, spam and identity theft concerns it has become increasingly more difficult to collect accurate data online.This weekend I had to buy an International Electric converter kit at Brookstone in the mall; upon checkout they asked me, "Would you like to give us your name and email address to receive a $20.00 gift certificate?"
My mom told me that the last time she was at Kohlís department store they gave her $5.00 off her purchase at the register for completing a form with her name and email.I was reading an article a few weeks ago that the number of consumers using junk email accounts has risen by over 600 percent in the last eleven months.
When was the last time you received an email from a prospect that visited your page with the name Mickey Mouse and the phone number 000-000-0000? How much time have you wasted trying to get emails delivered to junk accounts and following up with phone numbers that are disconnected or wrong?So what is the answer? For the time being only use Incentive Type Squeeze pages. However there is a new level of online lead generation and lead capture pages that I just donít have time to get into in this article.
It is the "Next Level" in the evolution. I will be explaining the next evolution of online lead generation in my next webinar for Networking Times coming up on 6/17/09. You can register for this webinar below.You don't want to miss out on this, it will be a real brain tweak and give you a major head start before this becomes obvious to the massesóand your competition.
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