So with regards to all of this, there are two problems that marketers are having with email. The first problem is that as a trend, response rate to emails are going down. Open rates are going down and click through rates on those emails are going down, and the reason is that it’s really gone from a world of you’ve got mail where that became an exciting event to you’ve got spam. People are very overwhelmed with email. They’re getting too much email. Most people either they get too much email from marketers and from companies that are soliciting things. So a lot of people are creating second inboxes or second email addresses that are just for list that they’re subscribing too. A lot of people using priority inboxes, and a lot of people are creating different filters to make sure that only personal email is coming to them. The second issue going on here is that marketers are wanting to email their lists less and less. So marketers who used to email their list every single day are now emailing their list about once or twice a week at the most because they’re finding that that’s really what their audiences want. They don’t want to be emailed every single day. They just want to be emailed the highlight reel.
So in this world where response rates are going down and where you have fewer opportunities to mail your list, what do you do? For example, I’m doing a webinar today on list building and audience building, and frankly, I just don’t want to mail just for this event. I’ve emailed my list a little bit recently, and I don’t want to amp that up at all. So how do I let people know about this webinar? Well, the solution to these types of problems is something called traffic funneling, and here’s what traffic funneling is about. Traffic funneling is the process of taking people from across your websites or maybe just one website, but taking people from the vast breath of pages, individual pages they might be going to on your website and sending them to your webinar registration page or your launch page or your survey page, or let’s say you’re doing a 24-hour discount on a product, right? You want to get people to go to that specific page where they’re going to do something that matters immediately, right? Matters within the next 24 hours. So you’ve got the wide mouth of this funnel here, which represents all the sites across all your pages, and the purpose of traffic funneling is really to take people across this wide breath of pages and send them to the targeted page that you want them to go to.
So for example with the webinar that I’m doing today, I’ve got all the Marketing Show episodes, which people are going to, and there’s a very, very, very long tail, and I want to send as many of the people from these pages as possible to my webinar registration page. So how can I do that? Well, there are a number of ways that you can do this kind of traffic funneling. Let me give you four examples. So the first example we’re going to talk about is the welcome gate, and for this example, I’m going to show you Jim Kukral’s website. Now, Jim isn’t using our welcome gate plug-in, but it’s the same concept. Let’s take a look at the site. So the way this works is that when someone goes to Jim Kukral’s site, they see this little note from Jim about new projects that he’s doing. He’s doing a kick starter like fundraising campaign on IndieGoGo, and when you come to this website, there’s a little video, and you have the option to learn a little bit more about this campaign that Jim is doing, or you can continue on to his site. So he’s taking traffic that was there for one reason, and he’s gently funneling them to a specific page that accomplishes a specific purpose for him in his business.
The second method for traffic funneling that we’re going to talk about is a notification bar. An example of this kind of notification bar is the fool bar. Let me show that to you. So here’s an example of a notification bar, and as you can see, it just dropped down here, and there’s a very specific message that is being shown to everyone on this website. And so you can encourage people to, for example, visit your webinar registration page, or visit a special promotion, or free trial that you’re running. On the Marketing Show, you can see that I have a notification bar going as well. It says I’m doing a webinar today, Thursday, on list building in 2012. Click here to join us. So this is another good way of taking people across a wide array of pages across your entire site, and funneling them to a specific page for a specific action that you want them to take.
A third way of doing traffic funneling is thank you pages, and what I love so much about thank you pages and having calls-to-action on thank you pages is that it takes people who’ve already done something for you and hopefully for themselves and invites them to do something else that you want them to do. So for example, on LeadPlayer.com, I have this free report that shows people all the tools that I use to shoot my videos. For example, this video camera that you’re watching this on is a little $80 video camera that I have mounted on a tripod, and it records right into my computer. So I don’t have to take something from an SD card and move it over. I don’t have to take something from a hard drive and move it over, and it costs only $80, and it saved me so much time, and the quality is as good if not better than my digital SLR that was $2500.
So I have a report on this, and when someone opts in here, they are brought immediately to this webinar registration page. So the note here says “Thanks for signing up. Everything we promised to you will be sent to your inbox shortly. While you wait for your materials to arrive via email, we recommend that you read the page below to help you get the most out of your free program.” And when you click on this, the video starts playing and everything is available on this page. And I think so many people squander their thank you pages. Thank you pages are being shown to people who have taken an action that expresses interest in doing something, and maybe you have their email address, but isn’t it better to ask someone to take an action while they’re already in a pattern of taking action than to wait until they’re in their inbox, distracted by a bunch of email, and then ask them to come back to your website? They’re already here. The thank you page, in my opinion, is the most squandered piece of real estate in marketing hands down, and if you’re doing anything on your thank you page other than asking people to for example join your Facebook group, or register for a webinar, or take a survey on how you can better help them, if you’re doing anything on your thank you page other than engaging that person more, you are absolutely and fundamentally wasting that page, and I’ve been guilty of this on a number of occasions, but a thank you page is a great venue for doing this kind of traffic funneling.
A fourth method of doing this is the video call-to-action. So for example, in the latest version of our video player LeadPlayer™, you can globally set a call-to-action across all the videos on a given website. So we made it so that by entering this one line of text, all the videos on MarketingShow.com say at the very end of the Marketing Show, it says “The Marketing Show is powered by LeadPlayer™. Click here to learn more about this revolutionary video player for marketers and small businesses,” and then if they click on that link, they’re taken to the LeadPlayer™ website. Let me show you what that looks like.
So as you can see, at the very end of this video, it says, “The Marketing Show is powered by LeadPlayer™. Click here to learn more about this revolutionary new video player,” and by entering this one line of text, I set it across all the videos on the Marketing Show, this shows at the very end. Now, I can go in and customize different videos to say different things, but when I want to, I can override all that on a global basis and say, “Show this at the very end of the video.” Well, today, I want to promote a webinar. So I don’t want this to show on all the videos on MarketingShow.com at the end of the video. What I wanted to say at the end of each video is something else. At the end of each video, I wanted to say, “I’m doing a webinar today, Thursday, on audience building. Click here then opt in to join us at 3 PM Eastern,” and then I’m going to put in the URL right there, and I’m going to click Save Settings, and what this means is that across all the videos on MarketingShow.com, what’s shown is this. “My name is Clay Collins, and thank you so much for watching this episode of the Marketing Show. Take care.” So at the end of this video, it says, “I’m doing a webinar today, Thursday, on audience building. Click here then opt in to join us at 3 PM Eastern,” and every single video across the entire site shows that, and it took me just a few seconds to set all of this up.
I want to wrap up here by saying that traffic funneling is so important because it’s about taking people who are already engaged in your content, who are already on your website, and nudging them down a certain path. Email marketing is great, but email marketing is about taking people who are in their inbox, doing something else, and trying to get them on to your website, and not enough focus and attention is given to getting people who are already on your website to do something, and I would like to see more attention focused on directing people who are already on your website to take the action that you would most like them to take.
Anyway, my name is Clay Collins. Thank you so much for watching this episode of the Marketing Show, and if you’re on the webinar, I’ll talk to you tonight. Otherwise, I’ll talk to you next week. Take care.