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Author : My Dirty Little Bitcoin Secrets PDF EBook by Ofir Beigel
Each of these four channels can be divided into sub channels. Organic traffic. Also known as “getting users for free”. This is the science of getting people to your website without paying a dime. This channel incorporates everything that is related to SEO, content marketing and guest-posting on other blogs. All of which will be discussed later on. Paid traffic. Also known as “paying for users”. This channel is all about paid advertising. In this book we will cover how to use extremely cost-effective paid advertising on Google Adwords and Facebook. Social marketing. This channel is all about word of mouth (WOM is short). In this section we will deal with how to get people talking about you on social networks, promote your site for you and also about how to get affiliates onboard. Email marketing. My personal favorite. Email is probably the most powerful marketing tool you can have, but you need to know how to use it effectively. How to build a super-focused email list, how to communicate with your subscribers, what to send, when to send, and a lot more will be covered in this section. I know, I know, you want to start marketing already. But hold your horses! We have to finish the planning phase before creating any online campaign. The thing is that if you don’t take the time to figure out the stuff we’ve talked about, your ads and other marketing efforts will be pretty much useless. So here’s what I want you to do today.
1. Answer the three questions about your product (what problem does it solve, what are its features and what are it benefits). List at least three benefits and three features. 2. Use PersonaDo to characterize your target audience. Create at least three different personas and decide which one of them is the most relevant to target initially. 3. Use a software like LucidCharts to create a wireframe of your landing page or homepage. Follow the AIDA structure we went through. 4. Bring your website to life either by designing and coding it yourself or hiring a freelancer to do it for you. You can also use website builders like instapage, wix and others to create it yourself without any prior knowledge. 5. If you already have a website/product make sure you have Google Analytics installed. Afterwards make sure to enable Demographics and Interests as explained here. IMPORTANT! You should only carry out these steps after completing successfully the first two parts of this book. Why? Because you don’t want to do all of this work and then discover that there’s no need for your product. The lean testing methods explained earlier in this book are here to protect you from spending time and money you do not need to spend. Good luck and I’ll see you in the next chapter. When we talk about paid advertising we usually discuss two major platforms - Google Adwords, and Facebook ads. Consider this chapter the 20% you need to know to get 80% of the results you want.
Adwords is Google’s advertising platform and it’s the main revenue source for Google. The Adwords network is divided into two separate networks. The search network, which is in charge of all of the sponsored ads you see when you search in Google’s search engine. And the display network which is in charge of all the ads shown on websites with Google ads. The main advantage about using the Adwords search network is that you can get your ads in front of a targeted audience when they are looking for a specific solution. It’s what’s known as “pull marketing” since you don’t need to convince the user of anything, they are already looking for a solution to their problem. On the other hand we have push marketing - the Adwords display network. This network reaches a larger audience than the search network, since there are much more websites that display Google ads than there are searches on Google. In this chapter I’m going to cover only the basics of the search network since I think it's the main game-changer you can use for your Bitcoin business. If you feel you want to learn more about the display network as well there is an excellent guide by Google here. Keywords are what triggers ads. Ads on the search network are triggered by keywords that people type in to Google. When I say keywords (or KWs in short) I don’t mean just words, but also phrases. So for example, in the 99Bitcoins’ Adwords campaign I put in KWs such as. Buy Bitcoin with PayPal. Buy Bitcoin with credit. How can I buy Bitcoin anonymously and so on.
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