Chip Wilson's Blog

In network marketing and direct sales, some of your best prospects are individuals researching various opportunities in the industry.  There are numerous reasons why you may choose to target them.  First, they may not be having a good experience in their current business and could be looking for a change.  It’s also possible that they’re not involved in any business yet, and may be receptive to your opportunity even if they are researching another.  Perhaps they are just looking for tools or training that you can provide which will help them even if they don’t join your business.

You need to be able to find and talk to all of these people.  One of the most effective ways to do this is by using campaigns with keyword specific capture pages.  However, in doing so, you must approach these prospects with class and be non-intrusive. You want to make sure that your ad, your opt-in page, and your videos or other content all pertain to the keyword your prospect is researching.  Use relevant information to lead them down a rabbit hole which ends up at your website and with them in your follow up campaign. 

This type of marketing is often referred to as “cross-recruiting”.  Keep in mind that this is an element of marketing which occurs in practically every industry – think Coke/Pepsi, PC/Mac or McDonald’s/Burger King.  The important thing is how it is done.  All too often on the Internet you see people who lead aggressively with the negative, like “The XYZ Scam” or “John X Stinks” (or worse).  There is little cause for this if you have real value to offer.  Your job as a marketer is to present valuable information and let the reader/viewer make their own decision.  Never forget that you will attract responses from those who resonate with your message.  If you lead with negativity, guess who you’ll attract.

Preparing This Type Of Campaign

Start out by deciding which group of prospects you want to target with your marketing.  In this example, we will target people looking for information on GreatBiz.  Our goal is for them develop an interest in MySystem.  Remember, we’ll do this without being obnoxious to them or derogatory in any way towards GreatBiz or any other opportunity.

Before you begin your campaign, prepare a lead capture page and meaningful, relevant content on both GreatBiz and MySystem.  Your lead capture page should have a headline that contains the keyword you are targeting.  In this case that may be “GreatBiz” or one of its products.  It should also have a video you have created that offers visitors a valid reason to look at MySystem before they make their decision.  As usual, you should also have an opt-in form on the page.

You will want to build this capture page with links to the other pages you have created which contain either video or written content on both GreatBiz and MySystem.  The most relevant content would include some sort of comparison between MySystem and what they originally sought from GreatBiz.  If they are thinking about GreatBiz, they will be familiar with all the relevant lingo.  You should be as well, and you should use it.  When this page and all the content is in place you can begin your campaign using PPC, articles, videos, social media, etc.

John’s Experience

Next we walk through this from the perspective of your prospect John.  John has heard something about GreatBiz and is curious. He sits down in front of the computer and searches for GreatBiz.  His search turns up your ad or video with GreatBiz in the title.  It is well presented and catches John’s attention.  The ad leads him to your capture page, where he sees GreatBiz in the headline and begins to look for information to help him in his decision making process.

On this specific capture page, John watches the video in which you tell him something true about GreatBiz, but explain why he may want to look at MySystem before making a final call.  At the risk of being repetitive, it is critical that you do this without badmouthing GreatBiz.  You should not have to if you have real value to offer John.

Curious, John enters his information and goes to his inbox to find your special report contrasting GreatBiz and MySystem. There’s also a link to your website sharing information more information on both you and MySystem.  Assuming you have compelling information on that site and have positioned yourself professionally, John begins his dialog with you about MySystem and never looks back.

Done properly, this form of marketing can have a powerfull impact on your business.

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