The Right Way To Build Out Your Marketing

by Tim Francis on August 8, 2012

If you want to get super-qualified visitors to your website, you need to know what keywords they are searching on Google.

If you want to know how to rank your YouTube video high on their search rankings (and Google’s search page too), you need to know what keywords your super-qualified visitors are searching on.

If you want to know how to buy traffic from Google Adwords, you need to know what keywords to buy ads on.

As you can see…

It ALL Starts With Keywords

Heck if you want to know what content to talk about on your blog, on your Facebook posts, tweets, in your email broadcasts, you need to keep your pulse on what is hot for your target customers.

How do you do that?  By following the right forums, blogs, people, authorities, etc, online.

How do you find these people, news sources, etc?  By taking your ideal customer’s top keywords and searching online for the “authority” sites, personalities, etc.

See what I mean?

Invest and Hope for the Best

There’s a saying in real estate investing – “invest and hope for the best” – that is terrifying to anyone who has legitimate experience in investing.

Same thing with marketing.  If you invest money into advertising and “hope for the best”, you are playing a dangrous game of Russian Roulette… with *your* money on the line.

That’s why doing solid keyword research FIRST is critical.  Let that intelligence inform everything that you do moving forward.  Everything from keywords, to the ads that show up on those keywords, the offers that are present on those ads… everything.

The Piper: “Pay Me Now, or Pay Me Later… but You WILL Pay ME”

And let’s face it – you’ll pay for it sooner or later.  Either you can blindly get a whole bunch of unqualified visitors to your site who DON’T buy…. thus wasting your money.

Not to mention the months of time that you could have been making sales, but instead you’ve lost that time, and those sales while you’ve been blindly flopping around hoping for good visitors.

You *will* gain market insight.  The sooner that you do it the less expensive it will be.

The Right Way To Build Out Your Marketing

And here’s a very profitable perspective: the “Expanding Universe Model”, as first described by Perry Marshall.

Basically, it goes like this:

1. Market Research

Do research first to find best keywords, evaluate what the competition is doing with keywords, ads, offers, landing pages, etc.

2. Google Adwords

Once you have those keywords you build out andAdwords campaign to test your findings.  Once this is tight, not only do you have proven market intelligence, you also have a solid stream of new leads to your business.

3. On-Page SEO

Take your proven market intelligence to inform how you setup SEO on your site.  Now you have 2 traffic sources: Google Adwords and SEO.

4. Other Paid Search Advertising

Then you setup your third marketing channel – possibly other PPC (paid advertising) forms such as MSN Adcenter.

Now you’ve got people coming in to your business from three different sources.  This starts giving you stability.

Even if Google changes something unexpectedly, and now you aren’t showing up anymore (SEO), or your Cost Per Click has just doubled, making it unsustainable, you still have traffic coming from other sources.

5. Other Traffic Sources…

Now that you have a very good idea of keywords, ads, and offers that work, you can take that any other direction that you like to setup additional marketing channels, including:

  • YouTube videos
  • article marketing
  • affiliate marketing / partnerships
  • public speaking
  • direct mail
  • many others…


Expanding Universe Marketing Model

If you’re interested, there is a more in-depth explanation of the Expanding Universe Marketing Model in the video below.  I was very lucky to personally do a webinar with Perry where he and I explored the model more deeply.

Check it out here:

Resources Mentioned

1. Perry Marshall’s Definitive Guide to Google Adwords – an outstanding first step to get really rolling with Google Adwords. I have personally read this.  I give it to my staff to read when they get started with me.

2. Perry Marshall’s Bobsled Run – an intensive 12-week course (plus marketing competition!) that picks apart your marketing and rebuilds it, from before the first click all the way out to your customer’s 2nd, 3rd, 4th purchases from you. I have personally taken this course – Fall 2011 – I finished 3rd place out of 40+ business owners around the world.


Contact Me…


Twitter: @TimothyJFrancis


If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

Leave a Comment

Previous post:

Next post: