We cannot just put up a website and hope that people go to it. We have to push our content to other people via internet search engines, like Google and BuzzSumo. What is more effective is having people review or mention our website, and share it to others. In part two of this topic, host Ken Courtright discusses how we can make people, specifically reviewers on the internet, bring other people to our websites.
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Websites to People Pt. 2
This is episode number 92 titled Websites To People Number Two. I did before Websites to People Number One. I am incredibly excited about this because I did not realize until I cut that previous episode how much I’ve been missing on the vernacular of how people speak when they contact us, when they contact internet marketing companies or general marketers. I can’t believe how often I hear the phrase, “How are we going to get people to our website?” over and over. “What are the top five ways Ken that you guys get people to your websites? I know you have 700 plus websites seen by a couple of hundred million people. How do you get people to your websites?” I can’t believe I would answer that question and until a few years ago we realized, “We don’t try to ever get people to our websites. We bring websites to people.”
Even though internally, we start our strategy meeting saying, “How are we going to get this website to people?” I realized I don’t ever catch myself in the marketplace when I’m speaking on stage, when I’m writing books, I don’t say that. I don’t write that. I was sitting in Las Vegas and sure enough, we were doing a meal table and somebody says, “I launched a website. What are the top couples of ways you can help us get people to this website?” It was at that point that something was bugging me, but it wasn’t until I got home that I realized I did not answer that correctly. I’m doing a two-part series to prove that you do not launch a website and then say to yourself, “How do we get people to this website?” That’s crippling.
Here’s the fundamental way this works. Hopefully, you read episode 91 that lays a foundation. To back up, when you build a website, it displays information. It tells who you are. It tells a little bit about what you do. It could be a place holder for an actual financial exchange. There are a million different reasons to have a website. The bottom line is in no way, shape or form do you build a website and then stick it up in the ether and hope and pray people find it. It doesn’t work that way, it never has worked that way and it never will work that way. What you do, whether you know it or not, is you create certain types of content and you do certain types of marketing that will result in a person or a tool bringing that website to other people.
I’m going to cover three things in this episode, three quick items of how we can bring websites to large groups of people. This is on the presupposition that you’ve heard episode 91. I’m going to jump right in and start jamming, bringing Websites to People Number Two. I’m going to cover three different ways that you can get your website, your content, your products into massive groups of people using reviewers. The first one I’m going to talk about are bloggers. A girl came up to me a few years ago, and I’ve talked about this before in a previous episode. She was a biochemist. She had a makeup line and she was doing $500,000 from an inferior webpage.
Her products were outstanding. The reason she was doing $500,000 from a website that was technically broken is because she contacted hundreds of blogger reviewers that she found evidence had previously reviewed a makeup product. She found hundreds. She was able to reach half of those people, I want to say 150. She mailed 150 samples of her high-end wrinkle cream to these reviewers. They were worldwide. Some are in the US, Canada, Europe, Saudi Arabia, and Dubai. Of the 150 reviewers, the bloggers, she began to do a serious amount of business.In no way, shape, or form do you build a website, stick it up in the ether, and hope and pray people find it. Click To Tweet
Here’s the key. Did every one of the 150 reviewers review her product? Of course not. I want to say 50 to 75 did and that brings us to the second type of reviewer, videos, YouTubers. This same girl contacted video reviewers. There are a lot of people that make a living reviewing people’s products via videos, 2 minutes to 7-minute clips. These video reviewers have hundreds of thousands if not millions of followers on their YouTube channel or their other video channels. Think back to WineLibrary.tv that launched Gary Vaynerchuk. What was he? He was a reviewer of wine and beer and alcohol. It was one of the biggest websites of all time in the 2000s.
Go back to the video reviewers. Video reviewers like blogger reviewers have a following. When you send them a sample of your product or you send them a piece of content for them to review, they read it and they go, “This is legit. My audience could find value in this. I’m going to review this.” They do it out of their freewill. Sometimes they asked to be paid, most people don’t. The same girl sent roughly 150 samples to video reviewers. See these numbers, with an eCommerce website, it leaves something to be desired. It had four products across, twenty products deep, so 80 products. Only six of the products on that page were hers. Some of the product boxes had a price and a description but no product in the middle. It was an empty box. The site was not professional. It was not awesome by any stretch but she was doing $500,000 a year in gross revenue with two-thirds profit margin.
Number one, when you send your sample to a blogger or a video reviewer, they then are bringing your website to large bodies of people. Who’s the large body of people? Their audience. You’re bringing a website to people. You’re not bringing people to your website. That reviewer brought your site to people. The third one, BuzzSumo, I strongly recommend that every person following this takes a look at your business, your company and then ask yourselves, “What are the top three things we sell here?” You ask yourself, “What are the top three phrases that people type into the search bar to find our product?”
If you have three products, three different things people could type in for each product, you got nine phrases. I want you to type in the phrase or the root of the phrase of what they would type in. Let’s say, what’s the best acne cream? You might type in acne cream into BuzzSumo and then you hit enter. BuzzSumo is going to take that root key phrase and it’s going to show you the twenty most viral pieces of content in each of those nine phrases. You’re looking at 180 of the world’s most viral pieces of content in BuzzSumo. BuzzSumo does two dramatic things. It shows you who built the piece of content and more importantly, who blew it up and made it go viral. Meaning, somebody launched that piece of content, but off to the right of who launched it.
I’ve done episode 19. It shows you that a girl out of Canada blew up a wine pairing piece of content and it was what wine goes with Girl Scout cookies. For those of you that have read every episode, find that one to see how it works. There’s a video on KenCourtright.com. If you go to KenCourtright.com and click videos or podcast one of those two, it’s one of the top three videos that walk you through how to use that BuzzSumo tool. In BuzzSumo, on the left side, it shows you who wrote the article, in that case it was LA Times. On the right, it shows somebody named J. Ouellette saw it on LA Times. She then recreated the piece of content or editorialized it.
She was the big sneezer. She blew it up to her audience and that piece of content went viral worldwide. BuzzSumo can show you the most viral pieces of content and then what you want to do is you want to look for the person that’s responsible for making it go viral. When you click backlinks in BuzzSumo, it then shows you who were the biggest people linking back to that original article and then right there at the top shows you who’s the biggest. If you want to see this in action, watch that video. We’re also at Digital Footprint. I’m going to walk people through BuzzSumo. If you do a review, you get to go to that event for $1.
BuzzSumo shows who wrote the piece of content, forget that. Who blew it up? What would you do for your own company? What I would do is I would replicate a piece of content similar to what went viral, and then I would email the link to that person of influence like Jennifer Ouellette. She then might move it to her massive audience, then you’ve brought your website to a huge group of people. It wasn’t that people found your website. You don’t get people to your website. You bring your website to people. This is episode 92 called Websites to People Number Two, showing three different ways, blogger reviewers, video reviewers and BuzzSumo reviewers, of how you can use people to bring your website to massive groups of people.
- Websites to People Number One – episode 91
- Episode 19 – Episode 19
- Digital Footprint