I always use MOBE as an example of how to start and grow an online business, and for good reason. Though I’m selling business education products and licencing rights, the lessons I’ve learned while starting MOBE can be used to make any online business successful.
Using MOBE Strategies to Market Your Own Products
When Diamond Mastermind couple Gil and Chris Perez came to visit me in the MOBE Film Studio in Kuala Lumpur, Malaysia, they brought their children with them. Young Ian, an aspiring entrepreneur, had a question for me:
“How can I sell my comic books online?”
My advice to Ian is also relevant to anyone that wants to market and sell products online, since the strategies are the same. First, I suggest identifying your target audience. That involves searching online for niche-specific forums and familiarizing yourself with the kind of people and products you find there.
Next, think about how your original product ideas might be improved based on the audience you’ve discovered. Are there other back-end items that buyers might be interested in? Is there a market at all for this product? If the answer to either of these questions is “no,” you should take a step back and rethink your idea. According to Forbes, forty-two percent of unsuccessful start-ups say they failed to notice that there was no market for their product.
The Sales Funnel Made Simple
Just as MOBE consultants do, you’ll need to set up your sales funnel. The sales funnel is the specific set of steps that your potential customers will take once they’ve clicked one of your links. It should include:
- The Lead Page
- Front-End Offer
- Back-End Offer
- Budgeted Offer
The lead page is the first impression of your business after your advertisements or search engine listings. It should have a clear and engaging headline, a call-to-action, clear and minimal text, and other unique elements.
As KissMetrics contributing blog author Cameron Chapman comments in her article Beginner’s Guide to Landing Pages, “The first major difference between your normal website and your landing pages is that your landing pages shouldn’t have your usual site navigation. Instead, the only clickable links should be your call to action, and possibly a link to more information for those who are undecided.”
The call-to-action on your lead page should prompt your audience to sign up for a newsletter, email, or free information. Next, you can use their email addresses to follow up with the front-end, back-end, and budgeted offers. This will ideally be presented in a series of emails, each with their own call-to-action for product purchases. The various offers should be designed to pique the interest of buyers in every price range.
Be sure that the purchasing page is simple to use! Twenty-three percent of shoppers will abandon their attempted purchase if required to create a site membership.
Next Comes Traffic Generation
Your well-crafted sales funnel is useless if nobody sees it. That’s where traffic generation comes in. So, back to Ian’s online comic book store.
If he wants to bring people to his page and into that funnel, he has to start advertising. Ian can use all kinds of ways to advertise, from Facebook and Google, to banner ads on forums and comic websites. He’ll need to pick his favorite and start investing in daily ads.
Once the ads start to pay off, he should reinvest the profits into the most well-performing ad campaigns to grow the business.
First Comics Then the World
The real beauty of online marketing comes from its ability to reach so many with so little effort. Little Ian can start marketing popular comics, then switch to independent genres, then maybe collectibles, fan fiction compilations, games, and much more.
His first product is only the beginning—just like yours should be.