Mixed Synergy is our name for a reason.
It is because we have identified, and use effectively, several different systems for promoting things on the internet. Each system has several parts or aspects that work together synergistically (the total result is far more than each aspect used alone, added together).
So for each client, we figure out which mix of different synergistic systems we will implement.
The most potent system we deploy is one I have dubbed, “The Avocado Twist”.
It is demonstrated by health guru David “Avocado” Wolfe. You can see it in action on his facebook page: https://www.facebook.com/DavidAvocadoWolfe/
At the time of this writing, he has about 5 million followers of the page. What did he do to deserve such a huge following? Is he a doctor or have an advanced degree in anything? Not that I can tell. He just decided he was a health guru… and has proven it by deploying the Avocado Twist.
We here at Mixed Synergy add a very potent extra element to what he does to supercharge the method for our clients.
Simply put, the three elements you manage are 1) Your own blog/article site, 2) A Facebook fan page, and 3) An email list.
You’re familiar with viral article sites. They are sites that post interesting articles on a fairly wide subject. Wolfe’s topic is Natural Health. Very wide. These sites generally make money with contextual and display advertising, but are far more effective at selling niche products and building a list of avid followers.
The key is to be controversial.
Articles should take a stand and make a statement. They should be very authoritative, and pull some evidence from someplace else on the internet. The point is to be engaging, cause arguments, and get people to post links to it from their blogs and facebook pages. Shocking headlines, shocking videos, shocking pictures and shocking copy.
Second comes the facebook fan page. Start with two types of posts: 1) memes and 2) excerpts of the content on the article site with links to the article on the article site. You can add in shares to other content on facebook and elsewhere on the web that supports your controversial view.
Memes are very simple little shareable visual elements. The simplest is just an image with a statement over it. It should be a high-contrast image that is related to the statement. The easiest are quotes of famous people that support your controversial view. Some are video files that loop with textovers that support the video. Check out vines.com and tumblr.com for examples.
Memes are meant to inspire an emotional reaction from those that see them in the facebook feed, and share them with their friends. This gives you access to all the friends of those that share them. It brings people in to like your page, and then later access to their friends if they share one of your memes. Thus the viral nature of the strategy.
Once people like your page and share your memes, they will be exposed to your harder-hitting content – the articles on the article site. Regular posts to the facebook page should be excerpts and links to the article site. You can link to articles in a rotating fashion, many times down the road. Better yet, set a schedule for posting a new article daily, if possible. Fresh content is excellent for SEO.
The best way to monetize the traffic that comes to the articles is not to sell contextual ads, like many do. The best way is to build an email list and sell them over and over and over again. Each article should conclude with a compelling reason to join the email list. A free digital giveaway or “list magnet” is very effective.
Don’t get me wrong, you will still have advertising and links to your product sales page surrounding these articles. But the main focus should be to capture the reader’s email so we can personally contact them over and over again.
That leads us to the third management element – The Email List.
New subscribers to your newsletter should be fed polarizing, engaging messages at least once a day for the first week. Better yet, twice a day. Incidental mentions of your product are fine, but don’t sell them directly in this first week. The goal is to get them firmly engaged on “your side” of any controversy.
This leads to rabid fans that post links to your articles, links to your products, and a lot more buying behavior.
The final icing on the cake for the Avocado Twist is the tactic that David Wolfe does not seem to use: Retargeting.
Adding retargeting (some call it remarketing) pixels to your article site will allow you to advertise to your readers wherever they go on the internet, even if they don’t sign up to your email newsletter list. In the right hands, it is a very powerful, and inexpensive tool.
These elements, working together, produce some pretty astounding traffic. To get the viral ball rolling, you can spend some money to boost your posts on facebook to likely audiences. But you don’t need to spend a ton on that. You also start getting some very nice natural search engine traffic if you structure your articles well. The synergy of these threads all twisted together is powerful.
If you would like to see how the Avocado Twist could be deployed for your business, don’t hesitate to give us a call or email. We would be happy to evaluate your competitive situation and give you a plan, no strings attached.
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