by Bill Hibbler
This is part 3 in a series, if you missed parts 1 or 2, you
can find them here:
http://www.ecommerceconfidential.com/articles.html
Optimization - As marketer extraordinaire Jay Abraham would
define it, that's getting everything you can out of all
you've got. The folks behind American Idol understand the
principles of optimization very well.
Now in its third year, Idol has become the number one show
in the country. Last week, with an estimated 33 million
viewers, over 19 million people cast votes for their
favorite contestant.
Many TV dramas have used a 'cliffhanger' episode to ensure
visitors return for the following week's episode. Idol takes
the cliffhanger to a whole new level. Viewers tune in for
60-90 minutes on Tuesday night to watch singers compete and
then tune in Wednesday to a 30-60 minute edition of the show
to get the voting results.
If that weren't enough, there are often special edition
shows throughout the season. This year, they took clips of
all the worst auditions and built a special around them even
inviting some of the 'worst of the worst' to perform live on
the show. William Hung, one of the show's biggest 'failures'
was so bad, he's turned into a novelty hit.
Hung has become a cult phenomenon and has a record deal now
himself based on one of the most ridiculous renditions of a
Ricky Martin song ever seen. AI's producers are smart. They
realize that many viewers tune in to see the really awful
auditions, too. So Idol optimizes it's content to not only
profit from the most talented performers but from the
rejects, too.
Idol also optimizes their product in other ways. After the
season, they put the top 12 finalists on a major concert
tour that brings in huge amounts of revenue, promotes the
individual CD releases of the top 12 and maintains interest
in the show during the off season. And believe me, every
contestant on Idol signs a contract that gives the show's
producers get first option on management and record deals.
Last season, Idol's producers made a low-budget beach movie
featuring the top 2 contestants from the season 1 and raked
in millions while promoting the movie on the TV show.
Naturally there was a soundtrack that earned money and the
movie helped sell CD's for the two young stars.
They also bring back past Idol finalists to perform a
promote their latest CD, which of course, the show owns a
piece of.
In addition to the usual commercials, Idol has involved ATT
as a major sponsor by incorporating the cell phone company's
text messaging feature into the voting process. That type of
product placement adds millions to the show's bottom line.
And, of course, there's the Idolonfox.com website which gets
regular plugs on the show. On the site, you'll find Idol
merchandise for sale plus a forum where viewers can discuss
their favorite Idol contestants. In order to participate in
the discussions, visitors have to register providing all
their contact details. This mailing list is then used to
promote show merchandise, tours, CD releases and anything
else the show wants to pitch. Imagine the size of that
mailing list.
How does all this relate to Internet marketing? This article
provides one example. I'm originally writing this for my
ezine. Next, I'll post it to my website which provides more
content plus will draw additional search engine traffic.
After using it in my ezine and on my website, I'll post it
on several marketing forums. Anyone will be free to use it
in their ezine or on their website as long as they include a
link to my site. So, I get more traffic and new subscribers
without out any additional cost.
Since I've now created a 3-part series on this theme, some
readers will visit my website to check out parts one and two
which they may have missed. More traffic, more subscribers,
no additional work.
Finally, I can combine several articles on this theme into
an ebook which I could either sell or give away as a freebie
to subscribers or as a bonus for another product. I could
also load the articles into an autoresponder use it as a
e-series to give away on my site.
See how optimization works? One article serves me five ways.
As ezine content, website content, search engine fodder, a
viral marketing tool or even as a product.
Let's look at some other examples. How about upselling?
That's where you add an additional offer on your order page.
A visitor to your site decides to make a purchase. They whip
out their credit card to fill out the order form and you hit
them with an upsell.
'Say Mr. or Mrs. Customer, I'm glad to see you buying our
$100 Widget today but I've got something special for you. I
have the Widget Pro Deluxe which includes the widget, a
carrying case, a widget holder and an adaptor to allow you
to use the widget in your car. If you bought all this
individually, it would cost you over $300 but in this
special offer it's yours for only $197. Whattaya say?'
If they agree, you've increased the sale by 97% and what did
it cost you to? Other than the cost of the accessories, not
a thing. That's optimizing your website traffic. Not
everyone will say 'Yes' but if 1 out of 4 does, that means
your average sale increases by nearly 25%.
Are you seeing ways this could work in your business?
I'll close with one last example. Your headline. It has been
demonstrated by top copywriters that a change in your
headline can increase sales by over 500%. Given that you're
already spending X amount of dollars to drive traffic to
your site, how much more does a change in headline cost you?
Nothing. A 500% increase in sales with zero additional cost?
That's Optimization.
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Bill Hibbler, has been marketing online since 1995 and has
tried and tested hundreds of Internet marketing courses,
ebooks, software and other products. To get weekly tips,
tricks and brutally-honest product reviews, sign up for his
complimentary ezine at http://www.ecommerceconfidential.com.
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