decision trees and quizzes

Using decision trees and quizzes to give your SEO optimized content an edge.

Are you struggling to make your content stand out in the crowded world of search engine optimization (SEO)? Well, you're not alone! With countless websites vying for the top spot on Google's search results, it's crucial to give your content an edge. And one way to do that is by using decision trees.

In an interview with Trudy Rankin, Nik Thakorlal, founder of LeadsHook, revealed how he's working on a project that uses decision trees to accompany every SEO article they create. It's an innovative approach that not only improves the customer experience but also sends a positive signal to Google. Keep reading to learn more!

Creating interactive PDF’s that send people straight to the part of the PDF they need

Simply sending a PDF to your audience and expecting them to figure it out can be overwhelming and lead to low engagement. The PDF could be a lead magnet, an e-book, or a guide.

One way to make your PDF more interactive and engaging is by creating clickable links that take people straight to the part of the PDF they need. This can turn your PDF into a cheat sheet, highlighting only the most relevant information for your audience, while removing the unnecessary fluff.

Interactive PDFs can increase engagement and make it easier for people to consume your content. They allow you to break down your framework into manageable chunks, and enable your audience to skip irrelevant sections and focus only on what they need.

Creating an interactive PDF can be a bit of a process, but it's worth the effort. By collaborating with someone who has experience in segmentation, you can break down your content into specific sections and create clickable links to make it more interactive.

If you're just getting started with segmentation, you may be wondering what to do with the leads that don't fit your target market. One option is to sell those leads through pay-per-click advertising. This allows you to generate revenue from leads that may not be interested in your product or service, but may be interested in something else.

Pay per lead as a potential business model for your business

Pay per lead allows businesses to pay for only the leads they receive, rather than paying for a service without knowing how effective it will be. The pay per lead market is popular, with almost 50% of businesses using it, and consulting services are available for those who need help.

Agencies typically drive traffic, provide a landing page and then charge a percentage of ad spend, but with pay per lead, businesses are sent the data, including name, email and phone number, which they can use to find potential clients. This type of data is important for businesses that target specific clients based on certain criteria.

Pay per lead can be extended even further to pay per customer, where a business pays a percentage of sales. This option is more complex, and businesses need to take care of traffic, landing pages and conversion language. However, it's a natural progression from pay per click.

The pay per lead market offers a massive opportunity for providers to offer services to small businesses that find it difficult to manage their businesses while handling complex marketing tasks like Facebook and Google ads.

In conclusion, pay per lead can help businesses get the leads they need, without paying for ineffective services, and pay per customer can help businesses get actual customers without the stress of managing marketing tasks themselves.

A quick example of what the whole lead generation and selling process is like for an agency that sells high volumes of leads

Lead generation is a critical aspect of sales and marketing for businesses, especially in this digital era. For companies selling high volumes of leads, the process involves generating leads for businesses and selling them to related parties simultaneously. For instance, if a lead provider generates leads for accountants who don't do tax, they can sell them to a tax specialist, a financial planner, or an estate planner, and a marketing strategist. This way, the lead provider generates leads and immediately liquidates them to those related parties.

The process of selling leads has many nuances, and technology has matured to cater to the different ways of selling them. The distribution platforms available now allow calculating what was sent, who was sent, and sending an invoice or having people pre-pay. With this technology, people can place orders just like they do with fast food, making the process more efficient.

Overall, the selling of leads is a complicated process, requiring knowledge and experience, which is why businesses prefer to work with specialists who do this for a living.

How a smaller pay-per-lead agency can still find a way to compete

For smaller pay-per-lead agencies, competing against bigger companies with deeper pockets can be daunting. However, there are still ways to gain expertise and build up a business. One approach is to focus on specific niches and gain expertise in those areas. Another strategy is to invest time in upskilling and staying up-to-date with the latest trends and best practices.

While larger companies may have advantages in terms of volume and scale, they may not be optimizing their processes and leaving opportunities for smaller agencies to capitalize on. Ultimately, providing quality service and building relationships with clients can set a smaller agency apart and make them a strong competitor in the market.

Why you should stop buying courses and focus on running experiments instead

Investing time, energy, and money into running tests in marketing is a more effective strategy than needlessly spending more money on courses. In fact, you can get 80% of what you need from a course on Udemy, and the other 20% will come from running tests and sharpening your toolkit through experience. The real pandemic in business is the fear of going live and facing failure. But remember, the guys who win are the ones who have the tenacity to run just one more test, to hang in there a little longer and run through a few more bad results.

A lot of people get exhausted before even going live. They spend weeks, even months, trying to make everything pixel perfect, only to launch and fail anyway. Don't let this happen to you. Preserve your time, energy, money, and enthusiasm by launching early and embracing the failures.

In fact, one of the best guys in LeadsHook launches the ugliest funnels you've ever seen. But he'd rather spend his money upfront and know that it sucks, so he can quickly learn and fix it. This is better than spending weeks perfecting every detail and then failing anyway.

So, next time you see an ad promising a 25-step formula to success, ignore it. The real key to success is internal, not external. The more tests you run, the more you'll learn about what works for your business. And with patience and persistence, you'll eventually win big. After all, the guys who win are the ones who are running another weird test that looks like it's not going to win, yet somehow they learn something that allows them to change what they're doing and win. So, stop buying courses and start running experiments today.

Why page speed is not the first thing you should optimise in your lead gen funnels

When it comes to lead generation funnel optimization, many people focus too much on page speed. They believe that if their score isn't perfect, their funnel will fail. However, this isn't necessarily true. Nik Thakorlal, who has worked with people spending millions of dollars a month on traffic, insists that page speed is not the most important factor.

While page speed is important, other aspects such as the offer, the copy, and the hook should be prioritized. These elements are what resonates with the market's problem and can lead to conversions. Even a fast-loading page won't do any good if it doesn't speak to the audience's needs.

To put this into perspective, some of the world's most successful websites like Amazon and Google score poorly in page speed metrics. But they still manage to dominate their industries because they have the right message, brand, and other essential factors in place.

working on your front end funnel

Why you should be focusing on the front end of your funnel and not the back end and why it’s more important to get people to consume what they’ve already purchased, rather than sell them the next thing

It's more important to focus on the front end of your funnel and get people to consume what they've already purchased than to try and sell them the next thing. This is because by profiling your customers and understanding their needs, you can offer them a better solution that will keep them engaged with your product or service.

For instance, if you're selling a weight loss course, you could ask your customers how many times they've attempted to lose weight, what weight loss fads or systems they've tried before, and so on. Based on their responses, you could then suggest an advanced program that meets their specific needs.

By doing this, you are essentially doing a one-on-one consultation with your customers at scale, without ever being involved. This increases the likelihood that they'll consume the product they've just purchased and take action as a result. Additionally, it reduces your refund rate and sets up your second sale, without having to use complicated upsell sequences and VSLs. Once customers have experienced the benefits of your product or service, they are more likely to purchase additional products or services from you.

Instead of focusing on the back end of your funnel, concentrate on getting your customers to consume the product or service they've already purchased. By doing this, you'll reduce your refund rate, increase customer engagement, and set up your next sale. This approach also enables you to learn more about your customers and tailor your products or services to meet their specific needs, resulting in higher customer satisfaction and retention.

Nik identifies an underserved market and an opportunity to use quizzes to fill it

The secret recipe for running a successful lead generation agency is to identify an underserved market in the space of business owners who make between half a million and two million dollars annually. These business owners are profitable, but lack the time, energy, and skills to fully utilize online marketing capabilities. The market is too small for larger agencies to focus on, yet too big to ignore. Nik realized that these business owners are already doing something online, but they are doing it in a haphazard manner. He saw an opportunity to use quizzes to help guide them on the right path.

One example Nik gave is of a customer who sells an audit for around $1,000 to determine if they can build a data machine for the business. The back end is where they build the machine and charge between $10,000 to $20,000 for it. The sweet spot for LeadsHook is businesses that are already making money online but need guidance on how to do it better. Nik calls this the “irresistible offer.” By profiling people and identifying who is spending money and who is not, LeadsHook can uncover the 20% of people that bring in 80% of the revenue. This allows businesses to spend less money on marketing and focus on the most profitable customers.

Why you should treasure tyre kickers instead of trying to get rid of them

As a business owner, it's common to want to get rid of tyre kickers – those people who seem to waste your time by showing interest but never actually buying from you. However, it's important to treasure them instead. Nik Thakorlal is of the opinion that tyre kickers may not be a good fit for your current offer, but they could potentially become customers with a slightly different approach.

Rather than throwing them out of the funnel altogether, cut them out for now and focus on profitable customers. Don't completely dismiss them. Instead, use your profits to run smaller tests and come up with new hooks, ideas, and marketing funnels. This approach could potentially result in 3, 5, or even 7 different types of funnels for the same product.

So, treasure those tyre kickers and see them as an opportunity for experimentation and growth in your business. With a little tweaking and some new vantage points, they could become your most valuable customers.

Why you should think about selling your leads when that lead doesn’t quite need what you have to offer

If you're getting leads in your funnel that don't fit your current offerings, you may want to consider selling them to someone else. This is especially useful if you're just starting with pay-per-lead and want to maximize your profits. Before making any changes to your business, however, it's essential to run an email campaign and survey your leads to see what they're looking for.

Once you have this data, you can decide whether to change your offer, sell the leads to someone else, or add a new product or service. It's crucial not to change your business just to chase the dollar, but instead to focus on acquiring customers that are sitting in different spaces, which will benefit both you and other businesses. So, think about selling your leads to someone who can better serve them and reap the rewards

An example of a couple of uncommon quiz-based business models that might be an interesting addition or change for your own business model

Are you looking for a new and interesting business model to add to your repertoire? Look no further than quiz-based models. Take the example of a UK bookkeeper who started using decision trees to get accounting clients, but soon found that their clients were more interested in the quiz format itself. The bookkeeper sold their accounting practice and now provides decision trees as a service. Another entrepreneur in Colorado is making a million dollars per month by leasing decision trees to insurance agents. This clone-and-change model is easy to replicate and has proven to be successful in multiple industries.

The key to success with quiz-based business models is finding a unique offer that no one else has. By selling to one person and adding or removing something from the offer, a business can create a pre-built unique selling proposition (USP). The possibilities are endless, and with the right approach, quiz-based models can add value to your business and help you monetize your data. So, if you're interested in trying something new, consider incorporating a quiz-based business model into your strategy.

Why data is the new oil and why you should plan on becoming your own mini-Facebook this year

Data is often referred to as the new oil, and for good reason. Just like oil, data has become a valuable resource that can be mined and refined to provide businesses with valuable insights and information. With the rise of technology and the internet, companies are collecting more data than ever before, and those that can effectively analyze and use this data to inform their decision-making processes can gain a significant competitive advantage.

Nik discusses the idea of becoming your own mini-Facebook. This means collecting and monetizing your own data instead of relying on social media platforms to do it for you. By using decision trees and other tools to collect data and analyze customer behavior, businesses can gain insights that allow them to tailor their marketing efforts and provide a more personalized customer experience.

In today's data-driven world, it's essential to understand the value of data and how to effectively use it. By monetizing your data and becoming your own mini-Facebook, you can gain a competitive advantage and drive business growth.

Author Notes:

kendoedwin is a freelancer on Fiverr who helps turn your podcast transcripts into SEO-friendly blog posts.

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