A PROFITABLE TRAFFIC SYSTEM

CORE CONCEPTS
PART 1
HOW TO THINK ABOUT TIP

PAID TRAFFIC
Think of Paid Traffic as
buying attention from
other websites that
already have it.

The goal of this workshop is to launch, optimize, and scale

a traffic system that grows your business. In order for this
to happen, you have to first understand the fundamental
differences between traffic types and how Paid Traffic,
especially, can be a powerful driving force in growing
your business.

Traffic = .
Paid Traffic = .

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ORGANIC VS. PAID

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PAID TRAFFIC TIP
You are always in
control of your paid
traffic campaigns.
Paid Traffic = A Water Hose This will allow you to
scale your campaigns
over time so that they
1. You can turn it whenever become profitable
you want. and predictable.

2. You have control of

(based on your business needs).

3. You have to pay for it, but if you know how

to , you win...

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ORGANIC TRAFFIC TIP
Dont worry if you
dont have any organic
Organic Traffic = Rain traffic yet.

Organic traffic will

1. You arent sure , build as a residual
effect of paid traffic
and how consistently. campaigns that you
will run.
2. You cant
from shutting off the traffic.

3. You cant control .

4. If you have it, be thankfulits !

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VISITOR SCENARIO EXAMPLES
ALLEN BOOTS
1. Walking down the street and thought your store looked interesting enough to browse (theyre
not ready to buy, there wasnt a product/market timing match, maybe theyll come back later).

2. Walking down the street and thought your store looked interesting enough to browse
(they DO buy, there was product/market timing match).

3. They wanted boots, started researching (google, yellow pages) found your store and came in
and purchased.

4. They wanted boots, remembered your store from a previous visit, came in and purchased.

5. They have purchased from you before and came back for another pair (or another item).
6. They have purchased from you before and brought a friend in to buy a pair.

Its important to understand visitor and the

customers when thinking about trafficwhy are
people visiting your website? and, in what sequence?

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YOUR TRAFFIC SYSTEM TIP
Traffic is the ROAD
that moves people
Think about these six visitor scenarios and how they can be step by step through
represented within your business. If you understand why theyre your customers
visiting, and where theyre coming from you can automate the journey no matter
sales process with multiple traffic campaigns! where they enter.

What are some of the visitor scenarios for your business?

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THE CUSTOMER
VALUE JOURNEY

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THE VALUE JOURNEY TIP
The goal of the
Value Journey is to
When applied to traffic, the Value Journey consists ensure that we are
of multiple marketing campaigns that work together transforming lives.
to move someone from Aware to Promoter.
If your product or
service doesnt
transform your
The role of is to move prospects customer for the better,
then it might not be a
and customers seamlessly and subtly through product or service you
. should be selling.

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 Upsell #... Successful customer Successful customer
gives a testimonial/case tells friends about your
study brand
Upsell #2

Upsell #1

Customer gets value Prospect makes a small

Core Offer from initial transaction purchase/schedules
demo

Prospect sees an ad Prospect reads a blog Prospect opts in to

or hears about you via post, engages on social receive gated content
referral media, watches a video,
etc.

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Fill in the applicable stages above with the ways that
you are currently interacting with your customers.
(Extra copies of this worksheet can be found in the resources section)
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THE VALUE JOURNEY TIP
You will not need to
replicate this customer
Every business should have at least ONE campaign journey exactly, its
for every THREE steps of the Value Journey. just here to help you
understand how traffic
moves people
A marketing campaign consists of...
1.
2.

Where do you have gaps in your Value Journey, and what

steps can you take to improve your presence in these stages?

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CAMPAIGN EXAMPLES
AWARE & ENGAGE
CASE STUDY: DIGITALMARKETER CASE STUDY: MODCLOTH

Campaign Goal: Aware to Campaign Goal: Engage to

Engage Subscribe
Content: Branding Video Content: Blog Post

Traffic Source: Facebook Traffic Source: Facebook

Video Views Campaign
Call to Action: Sign Up for
Call to Action: End the Modcloths Good News and
War Between Sales and Great Offers!
Marketing... Watch This
Video!

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CAMPAIGN EXAMPLES
SUBSCRIBE & CONVERT
CASE STUDY: HONEST COMPANY CASE STUDY: DIGITALMARKETER

Campaign Goal: Subscribe Campaign Goal: Subscribe

to Convert to Convert
Content: Email Copy and Content: Facebook Message
Creative
Traffic Source: Facebook
Traffic Source: Google Messenger Sponsored Ad
Adwords
Call to Action: Buy Your
Call to Action: Exclusive Ticket to T&C While Theyre
Offer! 25% off your First 50% Off!
Order

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CAMPAIGN EXAMPLES
EXCITE & ASCEND
CASE STUDY: DIGITALMARKETER CASE STUDY: 1-800-GOT-JUNK

Campaign Goal: Excite to Campaign Goal: Excite to

Engage Ascend
Content: Wecome Packet Content: Verbal Script
Traffic Source: Direct Mail Traffic Source: H2H

Call to Action: Visit our Call to Action: Just Point.

Facebook Group and Junk Disappears.
Introduce Yourself with the
Hashtag #ImNewHere.

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CAMPAIGN EXAMPLES
ADVOCATE & PROMOTE
CASE STUDY: DSW CASE STUDY: DIGITALMARKETER LAB

Campaign Goal: Advocate Campaign Goal: Promote

to Excite
Content: Referral Program
Content: Email Copy and
Creative Traffic Source: Onsite
Popup in Members Area, Email
Traffic Source: Email
Call to Action: Refer a
Call to Action: Write a Member to DM Lab and
Review Receive a $10 Amazon Gift
Card

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 TRAFFIC
TEMPERATURE

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TRAFFIC TEMPERATURE
Throughout this workshop, we will categorize traffic
into one of these three temperatures: Cold, Warm,
and Hot. As the relationship builds between a
particular audience and your business, the Traffic
Temperature of that audience will also increase.

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CAMPAIGN OBJECTIVES
In order to run a successful paid traffic campaign,
you first need to decide what your objective is. This
will allow you to speak to a specific audience to
meet your traffic goals.

There are three specific campagin objectives:

1.
(i.e. Introduce yourself to people who have never
heard of you before)

2.
(i.e. Convert via entry-point offer)

3.
(i.e. Sell a higher dollar product or repeat purchase)

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 COLD TRAFFIC
Cold Traffic is... Goals of Cold Traffic
This is the NEW blood of your Introduction/Indoctrination (introduce
business. your brand and establish credibility).

If you have a brand new business, Pixelling (ability to follow up).

you must start with cold traffic.
Segmentation (making your follow-
It is essential to target cold traffic, up more relevant).
or youll continue to swim in the
same pond.

In what ways could you be better reaching your cold traffic?

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 WARM TRAFFIC
Warm Traffic is... Goals of Warm Traffic
Leads that opted into your email Excite/Convert.
list.
Generate leads.
People that have visited your
website. Acquire low-dollar sales.
Facebook fans, YouTube
subscribers, etc.

In what ways could you be better reaching your warm traffic?

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 HOT TRAFFIC
Hot Traffic is... Goals of Hot Traffic
People who have already Move customers through the
purchased from you in the past. ascension phase of the Value Journey.

Turn customers into advocates.

Turn your advocates into promoters.

In what ways could you be better reaching your hot traffic?

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 THE
TRAFFIC STORE

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THE BIG THREE TIP
Nearly 2 billion users
are active monthly on
As you start new paid traffic campaigns and scale Facebook.
existing ones, its important to think about how your
prospects and customers are finding you and how This, combined with
its easy user interface,
you can best position yourself in front of them. makes Facebook an
obvious choice when
choosing a traffic
1. Google = channel, regardless of
your target market.

2. YouTube =

3. Facebook =

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 YOUR AUDIT &
PLANNING WORKSHEET

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AUDIENCE AUDIT
Audience Yes / No Size
Y N
Facebook Likes
Y N
YouTube Subscribers
Y N
Instagram Followers
Y N
Email List
Y N
FB Website Custom Audience
Y N
Google Remarketing List
Y N
Facebook Messenger List
Y N

Y N

Y N

Y N

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TRAFFIC SYSTEM PLANNING CANVAS

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WHATS NEXT? Check the downloads
section for each
workshop video to get
additional copies of
CORE CONCEPTS PART 1 these resources.

Think about objectives for your traffic system

Fill out your customer Value Journey

Fill out your Audience Audit and start thinking

about your Traffic System Planning Canvas

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