How Online Creators Influence Audiences to Buy Their Products in a Crowded Marketplace
The strategic marketing tool the “Elite Creators” won’t share with you
Blogging — like war — is tough shit.
Okay, perhaps that’s a bit hyperbolic, let me rephrase that:
Blogging — like a diet high in fiber — is tough shit…
Still with me?
All terrible jokes aside, it’s true: blogging is hard, very hard. And it isn’t always advertised to us this way. Most of the blogging Elites like to showcase how easy blogging can be.
- They show the income reports noting that they’ve made $100k in a given month
- They create over-the-top, exaggerated headlines for articles promising feats that can never be accomplished.
- They showcase utilize traffic generating tactics that they won’t share with their audience
- They capitalize on psychological hacks in getting people to click, like, subscribe and buy
Why do they do all of these things?
Well for one, these tactics work!
And savvy entrepreneurs (including bloggers) are going to utilize the strategies that work in order to build a business that bold serves the needs of their audience while helping provide a fulfilling financial return.
Before we get into the bulk of this article, let’s first identify the facts that are present in the blogging industry that will help us build a case of why blogging is still relevant and can be used as a catalyst to build a self-sustaining business. First, the blogging industry keeps growing. According to Statista, the number of bloggers in the United States has grown from 27.4 million in 2014 and is expected to reach 31.7 million by 2020. What’s more:
- Companies that blog have 97% more inbound links.
- 92% of companies who blog multiple times per day have acquired a customer from their blog.
- 61% of U.S. online consumers have made a purchase based on recommendations from a blog.
- 81% of companies consider their blogs “useful,” “important,” or “critical”.
- Small businesses that blog get 126% more lead growth than small businesses that do not blog.
- 78% of chief marketing officers think custom content is the future of marketing.
In this article, we are going to uncover the greatest marketing tool you can use to help convert your blog from a hobbyist platform into a passive income generating enterprise.
The blog marketing tool that will 3X your sales
As a kid, I remember thousands of times watching my favorite television show (probably Spongebob Squarepants) and being interrupted by those pesky infomercials selling the next, best product that would radically change your life.
The actual value of some of the products aside, do you know why those infomercials were so successful for many years?
Those infomercials created urgency in their marketing strategies. What is urgency marketing? According to Scott D. Swain, marketing professor at Clemson University, urgency marketing is, “… the process by which discount size, and especially time restrictions, influence consumer responses to promotions.”
Can you recall how this would happen?
“Call in the next 15 minutes and we’ll DOUBLE your order!”
The 15 minutes was just a way to drive urgency in your decision making. How on Earth could you pass up a deal like that?
The marketing institutions know that human beings fall victim to falling behind. In a sense, they are exploiting our FOMO (Fear Of Mission Out). In this case, it’s our fear of missing out on a deal!
In your case, being a blogger, this is a huge opportunity for you to market your products and services better.
I’m a firm believer that humans naturally want to put things off. We procrastinate, even if we don’t want to. Our willpower only goes so far in helping us make decisions and move forward in life. Urgency marketing, when employed with integrity, can be an invaluable tool.
Consider you’re running a health and wellness blog. You’ve developed a curriculum that is going to help people radically improve their life:
- You have a workout regimen
- You have a diet plan
- You have positive self-talk affirmations
You have a quality product that is proven to work. People, though they want to make a change in their life, are going to procrastinate such and undertaking. Well, let me rephrase that, they’ll only procrastinate if you give them the option to do so.
If you raise the stakes in their life, make an offer of 50% off let’s say, for only 24 hours, you can influence an individual to make that positive change in their life.
Some people might respond to this marketing tool with cynicism. They may feel this is a shady technique. Of course if you’re a dishonest person and you are tricking people into making a rash decision and person, shame on you.
If, however, you build things with integrity and quality, this is just a tool that can help you further the growth within your community and tribe.
There are many tools out in the marketplace that can help you build an urgency marketing campaign. The one I use and highly recommend is through Thrive Themes. I am not part of their affiliate program and am not receiving any type of compensation for recommending them — that’s just how much I like them and they’ve helped out my own marketing endeavors.
How to implement urgency marketing and see your business grow
Unless you’re a coder and can configure a way to build your own countdown short codes into your site, you’re going to need a program like the above stated Thrive Themes. These tools allow for easy integration into your WordPress site.
Now there are various ways and places you can implement this tool that will help cause an increase in your conversions. Below I’ll describe what your urgency marketing tool should look like as well as the various places you should include your urgency marketing.
How to construct your urgency marketing campaign
The biggest facet in building your urgency marketing campaign is through the usage of a countdown timer. A countdown timer is pretty self explanatory but for those of your who need a bit more of a description:
- A countdown timer is a widget or short code that is embedded onto a site’s page in order to evoke a sense of urgency. See the screenshots below of successful bloggers who are actively employing the tool:
These images are just snippets. I don’t have the whole page shown as to keep the anonymity of the pages. Some of these images are sales pages, some are “fly in” squeeze pages, one is taken from an email. Fig 1.5 is a screenshot taken from the biggest retailer in the world (so much for anonymity…)!
Why do illustrate so many examples? Because there are many different places you can add these countdown timers in order to increase your sales revenue.
And while we’re on the subject — let’s talk about that revenue increase.
Urgency marketing and creating a campaign with a countdown timer can result in a tremendous increase in your overall revenue generation. Take the example conducted by ConversionXL:
In an A/B tested campaign (variable testing with a countdown vs. no countdown) the campaign saw a 332% increase in sales: converting at 2.5% with no countdown vs 10.8% with countdown.
In other words, you can increase your conversion rates 3X simply by adding a countdown timer and raising the psychological stakes of FOMO with a potential buyer.
“If you can create a stronger sense of urgency on your landing page or websites, then you can successfully spur people to do what you want them to do on your page (i.e., convert).”
— Neil Patel
How and where you should implement your urgency campaign
There are many different places you can create urgency with you blog. You should take advantage of all of these places — especially if you plan on building your blog into a business that helps you leave your 9–5.
Location 1: Your landing page
The first and most foundational place you can include a countdown timer is on your squeeze/landing page. Why? Because a landing page helps build an email list. An email list is the cornerstone in building a monetized-blog & business.
These can’t be placed just anywhere. It’s important to embed the countdown timer on a section of the landing page where your audience and potential subscribers can see it.
If you’re reading this and thinking, “wait… I don’t even have a landing page or email list and I have no idea where to start…” don’t worry, I’ve written pretty in depth on this subject and you can take at my article here to help you out.
Location 2: Any and all sales pages
If you are already an enterprising blogger selling products or services, you should have countdown timers on your sales pages.
Well if it’s not obvious by now, you will see an increase in your overall converted sales as a result.
“Without a sense of urgency, desire loses its value.”
— Jim Rohn
Refer back to Fig 1.5. In this image we see one of the biggest retailers in the world using urgency marketing and the implementation of a countdown timer in order to drive more sales on every single product they help facilitate a sale for.
Location 3: Your email list/newsletters
Like alluded to earlier, your email list is your foundation to monetized blogging success.
Even if you have just 1 subscriber on your list (although your mother doesn’t count), you have the ability to have direct communication with an audience. This is an invaluable tool for you to use.
When a person subscribes to your list, you have built an element of trust with that subscriber. Now it’s extremely important to not break that trust! You can easily break a subscriber’s trust by constantly spamming and pitching them products and services they don’t want and don’t care about.
You should be acting as a guide for your audience. If, through feedback and open dialogue you uncover an opportunity to create something that helps solve your audience’s problem — you should build it!
This is where you can implement countdowns. Generally, in email building, it’s hard to put countdown timers in (unless it’s a fixed date). If you wish to build evergreen urgency marketing campaigns wherein someone subscribes and is sent down a marketing campaign and has a tailor-made urgency campaign prompted for them, it can be difficult.
That’s where instead of embedding the countdown in the email, you give them a link that sends them to the sales page (and we’ve gone over already how to implement there).
Conclusion: Building your 6-Figure Blog doesn’t have to be out of reach
It often seems like everyone is succeeding in this blogging game but you.
Everyday, we get on the web and see another person promising to help solve a problem that has plagued you. Some of the people offering up the solutions are experiencing success in their business.
Others are just putting up “sham” businesses that are going to be gone by next month.
What separates the successful bloggers making 10’s if not 100’s of thousands of dollars annually?
Well, to put it simply… a LOT.
But what a lot of the bloggers that are right on the cusp of success with their blog aren’t using is the power of marketing psychology to their advantage (probably like you).
It’s about time you start doing so!
Blogging is tough shit
That we know is clear…
But it doesn’t have to be as hard as you make it out to be. There are tools that will help you ascend the ladder that gets you just that much closer to flipping your boss the “bird” and quitting your 9–5 because your blog makes enough income to do so.
Implement these tools now and watch your blog soar. You’ll be upset you didn’t utilize this tool sooner.