f r e hook marketing your expertise d o - doncrowther.com€¦ · ©2012 breakthrough consulting,...

©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.

Set U p Y o u T u b e P ageSet U p F a c e b o o k Page

Set Up Twit ter Page

C h o o s e E x p er t i se

Exc itement!

Googl e Keywor d Tool

B u y H o s t i n g

Buy D o m a i n

Word Pr ess

Templ ateO p t i n F o r m

Optin Box

Fr ee Hook Doubl e Optin

To Impl

ementation Stage

To S o c i a l M e d i a S et Up

Set Up LinkedIn Page Set Up Pinter est Page

Str ategy

L y n c h p i n Q u a l i t y

Objecti

ve

Subject

Real Power

T i p s ! ! P i c t u r e s

Best Bl ogs

S c h e d u l e T i t l e s

Length

So c i a l M e d i a P o s t s

Purpo

seSoci

al Media Mar ket ing A l e r t s

Y o u T u b e Resul ts

Video

Marketing Your Expertise Learning GuideComplete Navigation from Set Up through Implementation.

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• Minimum;aninterestinaspecificareaofexpertise.• Mid-level; you’vegotsomeexistingknowledgeaboutthat

particulararea.• Ideal;youtrulyareanexpertinthatparticulararea,but

haveyettobediscovered.

Ifyouarenotanexpert,allyouhavetodoisbeinterestedandwilling to research that particular area. I learned thatyoucanbecomeanexpertinlessthanamonthonjustaboutany subject, if you have access to the rightmaterials. TheInternetprovidesaccesstotherightmaterialsforfree!

What Do You Want?

Have a day job, but want to freelance part time or full time?

Want to find a better job?

Want a job?

Want a raise?

Entrepreneur: Want to create or expand a consulting or information business?

Entrepreneur: Want to become a speaker, author, or famous in an industry?

Ready to put yourself into position as an expert in the minds of your public? You can acheive that easily and cheaply with the systems outlined in this guide.

Thissystemworksforanyonewhowantstoimprovetheirlifethroughtheacquisitionof informationandexpertise,helpothersandgetpaidforit.

Beingable to sell informationand/or expertise. isn’t justeBooksorcourses.Withthissystem,youcanbehighlypaidforconsultingorspeakingtolargegroupsonpeopleeagertolearnfromyou.

Or, it canbe just a temporary thingwhere someone callsandyougiveaone-hourcoachingconsultoverthephone.

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Requirements

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C h o o s e E x p er t i se

Excite

ment! Googl e Keywor d Tool

3

Crucial Step Alert!

ChooseyourExpertisewiththeFollowingCriteria,AttitudeandMarketResearchinMind;

•Promote your expertise in an area where people (especially businesses!)currentlyspendmoney.

• Choose something you’re excited about! •You don’t necessarily need to be excited about the thing that youareexpected tobeanexpert in, youneed tobeexcitedabout theapplication of that expertise.

• Makeyourchoicesbasedonsolidmarketresearch;chooseonlythoseareaswithsignificantkeywordsearchtraffic.• It’seasytogetstarted!PerformsomekeywordresearchwithGoogle’s keyword tool.• Ideal;youshouldnotefivetopicsthatregisteredover100,000searcheswithinthecurrentmonth.• Minimal;youshouldnotetentopicsthatregisteredover40,000to50,000.• Perhaps; Ifyou’venotedonehundredtopics,thatgiveyou3,000searches,thatmightwork...justthingstothinkabout

asyougothroughthiscrucialstepinthesystem.

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B u y H o s t i ng

Buy D o m a i n

Wor d P

r essTempl ate

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TheTechnicalStuff...MadeEasy!BuyaURL•Make your domain purchase (.com or .co ONLY, NO HOSTING); GoDaddy.com isrecommended.(Approximately$10togetyouaURLfor1year.)

•Chooseadomainnamewiththekeywordsyougatheredinyourareaofexpertise.It’sjusteasier,peopletendtoclickwhentheyseeadomainnamethatsoundslikewhatitisthattheywanttoknowtheinformationaboutit.

BuyHosting•Findaplace for yourwebsite to live (doesn’tneed tobe fancyor$$$);Bluehost isrecommended.(Approximately$5permonth.)

• Purchasehostservicesthathaveinstantapplicationinstallation;specifically,instantWordPress(Bluehostdoes).• Note:GivethesalesdepartmentacalltoconfirmthatthereisaoneclickinstallofWordPress.Or,lookforaprogramontheservercalled

Fantastico;allyoudoisclickitanditgoesoffanddoeseverythingandpromptsyouwhenyouareallloadedup.

InstallWordPress• InstallWordPress;Fiverr.comisrecommended.($5forsetup,themes,plug-ins,backlinksbonus,etc.)• Caution;OnceWordPressissetup,changeserverandblogpasswords.

InstallaTemplate• PaidTemplatesonly;StudioPress.comisrecommended(canbefoundonthefiverr.comsite,aswell).Manyoftheothertemplatesare

actuallycommittingfraud,ortheyareusingnefarioustacticstotrytogetlinksorsomethinglikethat.Justgobuyapaidtemplatefor$15to$35fromareputableplacegivesyouamuchmoresolid,muchmoresecureWordPressblog.

• DoingthiswillsetupWordPressandthetheme.Nowyoumightwantaheadergraphic;Fiverrisrecommended.So,whatyoudoatFiverrisyouhavepeopledoabaseprojectthenyougobacktothemandrequestadhocservices,asneeded.

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InstallanOptinBox• Veryeasy—fillouttheformanditgivesyoualineofcodethatyou

plugintotheAWeberplug-in,whichmeansyoudohavetoinstallaplug-inonyourWordPresssite.

• Or,installtheWordPressplug-inonyoursiteandinsertthelineofcode.

• Or,getFiverr.comtodoitforyou—$5!

Optins=Options!

InstallanOptinForm•AnOptinfeaturesgivesyoutheabilitytocollectemailaddressesofpeoplewhowantmoreinformationaboutyourexpertise.

•Youcan’tjusthavethemgotoyourregularemail;thatcancreateahugeproblemlateron.So,youwillneedtosetupaseparateaccount.

•Setupanaccount;SafeAutoResponders.comismyrecommendation—myaffiliatelinktoAWeber.com.(Approximately$19permonthfor500people)Therearemanyservicestherethatyoucannotgetelsewhereandtheinstallationisveryeasy.(OrgetFiverr.comtosetupyourAWeberemailsubmitformontoyourWordPresssitefor$5)

O p t i n F o r mOpt

in Box

Fr ee Hook Doubl e Optin

SetUpYourInitialMessages• Set up your doubleoptinmessage (AWeber) so that it requires

peopletoactuallyconfirmthattheyoptedinsothatyoucangetthatback.

• Createyourfirstemail;awelcomemessage.• Lateron—informationposts

Don’tUnderestimatethePoweroftheFreeHook!• Ifyougiveawaysomethingfree,you’remorelikelytogetpeople

tooptin.• Course• Checklist• ShortConsultation

So far you have inveSted 5 to 10 hourS of your time, with $15 for three fiverr ServiceS;

1) Set up your wordpreSS, 2) put up a template and 3) put in an opt-in box.$15 + $60 (for the year) for your hoSting.

your total coSt iS only $75 right now!

Expense Summary

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Set U p Y o u T u b e PageSet U p F a c e b o o k Page

Set Up Twit ter Page Set Up LinkedIn Page Set Up Pinter est Page

• SetupaFacebookaccountforyourexpertiseonly.

• Addapictureofyourselffortheprofileimage.

• Addadescriptivecoverphoto(orcollageofphotos)tovisuallycommunicateyourexpertise.

• SetupaLinkedInaccountunderyourownnametoshowcaseyourprofessionalcontributionsandresume.

• IndicateyourcurrentpositionasPresidentofyourowncompany,evenifyou’vealreadygotanotherjob.

• SetupaYouTubeaccountforyourexpertiseonly.

• Ideal;putyourexpertiseastheloginname.(youmayneedtosetupaseparateGoogleaccentsoyou’vegotaloginthat’sseparatelikethat)

• SetupaPinterestaccountforyourexpertiseonly.

• YouaregoingtouseyournewTwitterorFacebooklogins.

• Checkoutpinincome.comformoreinformationonhowtoutilizePinteresttobuildyourbusiness.

Social Media Accounts

• SetupaTwitter accountforyourexpertiseonly.

• Addapictureofyourself.

• Labelaccountwithyourownnameorcombinationofyournameandexpertise.

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Sonowyoursetupisdonenow...what’snext?Let’swalkstep-by-stepthroughtheimplementationstage.Thisiswheretherealpowerofthisstrategyhappens;whereyourreputationgetsbuiltandmultipleopportunitiesbecomeyours.

• Inthisstage,youwilllearneverythingyouneedtoknowaboutputtingupregularblogpostsonyourparticularareaofexpertise.

• Togetmoretraffic,eachtimeyoumakeoneofthoseblogposts,youarealsopostingittoTwitter,Facebook,LinkedInandYouTube(ifthere’savideoassociatedwithit)andPinterest(ifthereisapicturetopin).

• Youarealsosendingoutanalerttotheemaillistthatyouarebuildingupwithyouropt-inbox,nomatterhowsmallinitially.

Str ategy

Regular Blog Posts

YouTube Videos

Email Optins

Opportunities

Social Media Posts

Alert To Email List

Reputation

Traffic

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Ly n c h p i n Q u a l i t y

Obje

ctive

Subjec

tReal Power

T i p s ! !TheLynchpin;Qualityblogpostsarethekeytowhetheryourstrategyworksoritdoesn’t!Ideal;5-7qualityblogpostsperweek|Minimal;3qualityblogpostsperweek

WhatistheObjectiveofMyBlogPost?Proveyourexpertise|Providehelfulinformation|Positionyourselfinthemarket

ButWhatWillIBlogAbout?• Techniquesthatwork• Weighinginoncontroversialmatters• Stories;relatedornot,butmakeapoint

Tip!Includeapictureineveryblogpost.• Easiertoread• Looksmoreprofessional•Makesthepost“pinable”onPinterest!

HowDoIAcquireRealPower?• Bewillingtoblogaboutwhateveryone

elseisthinking,butnotwillingtosay• Peoplerespectthosewholead• Inidentifyingandcallingoutwhatwillbe

bigorwhatwillbeamistake• “It’smyjobtofigureoutwhatyou’reall

swearingyou’llneverdo,thatyouwillallbedoinginayearortwo.”

~GaryVaynerchuck

Withyourimplementationstrategyintow,let’sroundthenextbendonyourmarketingexpertisejourney...BlogContent

• Commentaryonotherpeople’sarticles/blogposts• Industryevents• Trends(especiallyifstupidorshowpromise;beafuturist)• Actionsofmajorplayersintheindustry

RealPower(Inperspective)• Peoplewanttoseethatyou’remorethan

justadoer-thatyou’reathinker

RealPower(Incontroversy)• Peoplerespectpeoplewithstrongopinions

thatarewellthoughtout• Remember!Peopledon’thirepeoplewho

dothesameaseverybodyelse,theywantpeopletomakeadifference.

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Why?

©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.

P i c t u r es

Best Bl ogs

S c h e d u l e T i t l e s

Length

WhereAmIGoingtoFindGreatPictures?• Useyourownshots• Stockphotographysites(someaslowas$1each)• Creativecommonssites• Remember!Youcannotjustgograbsomething

fromGoogleImagesandputitintoyourblog.

HowDoIPoststheBestBlogs?• Userotatingimagesonthehomepage• Buildupanarchiveofproperlysized

picturestobeusedintherotation

CanIScheduleMyBlogstoPostAutomatically?• Yes!WordPresshasaschedulingfeaturethat

enablesyoutopublishinthefuture.• Imagine!Youcouldwriteallyourpostsinaday,

thensettopublishthemthroughoutthemonth.

DoINeedCleverTitlesOnAllPosts?• Ifbyclever,youmeanusingkeywords-Yes!• UsetheGoogleKeywordTool(mentioned

in‘Set-Up’)toensurethatthekeywordsthatpeopleareactuallyusingtosearchforinformationonyoursubjectareincludedinthetitleofyourblogspots.

IsThereASuggestedLengthforBlogPosts?• Writeuntilyouraredonecommunicating;stop!• Generalruleofthumbis500-800words,but

okaytowrite250or3000occassionally.(seefirstpointagain...knowwhenyouaredone.)

BlogNeed-To-Knows...

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So c i a l M e d i a P o s t s

Purp

ose

Social

Media Mar ket ing SocialMediaMarketingToolsandStrategiesEveryBloggerMustUse

So,thereyouare,postingallyourblogstoyoursocialmediasites,but...whatistherealpurposeofthisactivity?Howcanyoumakeitoneofyourbesttools?

WhatisthePurposeofPostingBlogstoSocialMediaSites?•Drawsmoreattentiontoyourposts•Buildsyoursocialmediafollowing(Youwantfollowers!)•Startstheconversationandrelationshipwithyouraudience

WhoDoesn’tWantanEffectiveMarketingTool?•Thinkofsocialmediaasoneofthebesttoolsinyourpouch.Howcanyouleveragethisforum?

•Structrueyourpoststogetpeopletowanttoclick,click,click...theyarealreadydoingalotofthatthere...makethemwanttoclickonyourcontent.

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A l e r t s

Y o u T u b e

VideoAlerts?WhoAmIAlertingandAboutWhat?• Mostofthetimewhenyoupublishapost,youshouldbesendinganalerttoyouremail

listtoletthemknowthattheyshouldcomeandreadyournewcontent.• “Marketingcopy”(afewengagingwordsthatpromptthemtogocheckoutthecontent)• Remindthemofpastarticlesthatarestillrelevant/hottopics

AreYouSufferingFromBlogger’sVideophobia?(anewblogger’sfearofpostingvideo)• Videoisaveryimportantpartofcreatinganexpertimageinthemarketplace.Videois

professionalandpeoplejustlovethem!• Don’tholdbackoneverythingelsebecauseoflackofvideo,butgetvideofiguredout!It

istoyourgreatestadvantagetodoso.• Onceyou’vecompletedyourvideo,uploadittoYouTube• Embedthatvideointoyourblogpost

QuickVideoIdea;Writeyourblogpostandwhenyougetdone,turnonavideocameraandjustrestateinyourownwordsthepointsyoujustmadeinyourblogposttothecamera.Soyoucanuseawebcam,youcanuseacheaplittleKodakZIAkindofcameraoraplaytouch—usewhateveritisthatworksforyou.Youarenottryingtogethighqualityandgreatlightingandgreatsoundandeverythinghere,whatyouaretryingtodoisgetcontentoutthere.

ResultsFromYourVideoPosts• MoretraffictobothyourYouTubechannelandtoyourblog• Anothersocialmediaopportunity(lateron)• Greaterexpertpositioning

Resul ts

Email Optins

Opportunities

Reputation

Traffic

11

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Resul ts

12

That’sthesystem!It’seasy,inexpensiveandithasareallygoodspeedofresults.Idowanttogiveyouacaution.Thisisnotgoingtohappenovernight.Youarenotgoingtobesuddenlyseen

asaworldexpertonthisparticularsubjectinaweekoramonth.Isuggestyougivethisatleastasixtotwelve

monthcommitmentwhereyousayI’mgoingtodoeverythingIcantogetthisexpertpositioningforsixtotwelve

months.I’mgoingtoposteverysingledaytomyblogorI’mgoingtopostthreetimesaweek;whateveritismake

acommitmentsothatyoucanbeabletoachievethisexpertpositioninginthemarketplace.

Gettheadditionalincomethatyouwantsothatyoucanbeabletowalkawayfromthemanandnotholdajobandbeabletoactuallyhavea

viableongoingexpertbasedbusinessthatcanpropelyouforyearsintothefuture.

Letmejustendbygivingyouonemorelayerontopofthisandthatis.Thereareotherstepsthatcankickyoutoanevenhigherleveland

greatlycontributetoyourexpertpositioning.

• Participateinguestblogging,whereyouaregoingouttootherblogsinyourspaceandyouarewritingarticlesspecificallyforthemthattheypostontheirblog,bringingtheiraudienceintoyourblogalso.

• Youaregoingtoholdsomewebinars,sogoinvestinawebinartool.Theyarequiteinexpensiveandperiodically(aboutonceamonthorso)holdawebinarwhereyoutalkaboutkeytrendsintheindustryandyouanswersomepeople’squestions.

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• YoumaynothavethatmanypeoplecomeontothembutrecordthewebinarandputthewebinarreplayuponyoursiteandputituponYouTube.

• Nowyouaregoingtoapplytospeakatconferences.Therearelotsofindustryconferencesouttherethatarealwayslookingforspeakers.Goaheadandletpeopleknowthatyouareinterestedinspeakingbyapplying!

• Youalsomaywanttostartwritingforindustrymagazinesandblogs.Mostindustrymagazinesaren’tgoingtopayyouanything,butthat’sgreatattentionandeverybodyrecognizeswhenyouwriteforthose.

• Considerbecominganactivecontributorintheforumsfocusedonyourareaofexpertise.LinkedInisagreatplaceforthis.

Thisworks.Istronglyrecommendyouconsiderdoingit.Dowhateverittakestorepositionyourselfasanexpertinthemarketplace.