Marketing Strategies to Help Increase Internet Sales
"Discover the Killer Marketing Strategy I'm Using to
Help Increase My Internet Marketing Sales
by more than 30%!"
People are always coming up to me and asking, "What can you
tell me to help increase my Internet marketing sales?"
All too often, when I ask them to tell me about their
business models, I discover they're selling only ONE
product. So I ask them, "Have you ever considered selling
*backend products* to your customers?"
Backend products are simply products you can offer to your
existing customers, after they've made their initial
Because you know what they've already bought from you, you
should have a good idea of other things your customers
like to buy. And that should make it easy for you to think
of new things they'd want to purchase!
Backend products can be anything you think your target
market might be interested in. For example, if your site
sells cameras, new products could include:
* Add-ons like wide-angle or telephoto lenses for your
* eBooks that teach people how to take better pictures
* Other complementary products, such as camera cases or
The brilliance of this strategy lies in the fact that you
already know what your customers like to buy!
So you can easily create highly targeted offers for them
-- leading to higher conversion rates and more sales...
and more money in your pocket!
The truth is, if you're not following up with your customers
and targeting them with highly appealing backend products,
you're losing out on a TON of profit.
In fact, by adding just ONE more product to your site, you
can increase your revenues by 30% to 50%!
Why you need to think "lifetime value" rather than
The other day I got an email from Amazon.com telling me
about a new Internet marketing book they just got in stock.
They knew I might be interested in it because I've bought
other Internet marketing books from them before. (Hardly
surprising, right? :)
And I *was* interested in that new one, too! In fact, as
soon as I got Amazon's email, I immediately clicked
through to their site, checked out the book, and bought it!
And in doing so, I boosted my "lifetime value" to Amazon by
another 20 bucks.
Lifetime value is simply the income generated by a single
customer over the course -- or "lifetime" -- of your
relationship with him or her.
If you sell only one product, then your customers' lifetime
value will be limited to the net income that comes from a
single sale of that product.
But if you sell a wide range of products, your income will
And selling to existing customers is easier and cheaper than
selling to strangers because you've already cultivated a
relationship with them: You've put in the time and money
* Get their attention
* Establish your credibility
* Build their trust in you
* Overcome any resistance they may have to buying online
* Close that first sale
On top of that, you now know what your customers like!
So, after that, it's much easier to sell to people a second
time... and a third... and a fourth... and so on.
If you reward your customers for being loyal, they'll reward
YOU by becoming even more loyal!
Take the book I bought from Amazon... all they had to do was
send me an email about a product they thought I'd like,
based on my previous purchase history. They didn't have to
sell themselves as a company to me because I've already
bought from them before.
In fact, I've bought maybe one book a month from Amazon over
the last five years at an average of $20 each -- meaning my
lifetime value to them so far is $1,200!
And it's much easier -- and way cheaper -- for Amazon to
sell me 60 books at $20 each than to persuade 60 new
customers to each buy one $20 book.
When to follow up with your customers for maximum returns
The best time to offer your customers backend products is
when you're given a natural opportunity to follow up with
Here are some examples of what I mean: You can...
* Follow up after a PURCHASE:
Right after someone buys from you, you can send them
a "thank-you" message that includes an offer for a
For example, if you sell project management software,
you could offer your customers an eBook that gives
them advanced project management tips and techniques.
Or, if you sell "how-to" guides that teach people
how to build their own sundeck, you could offer
customers a special package deal on the tools they'll
need for the job.
* Follow up on a PURCHASE ANNIVERSARY:
An easy way to get a follow-up promotion in front of
your customers is to send them an offer one month, six
months, or even a year after they made their first
Email them to ask how they're enjoying the product,
and let them know you've got similar products
available at a special discount price that's being
offered only to previous customers.
* Follow up whenever you can provide NEW PRODUCTS OR
If, for example, you sell snowboard equipment and
clothing, and you've just received stock of a cool new
snowboarding jacket, you could contact your customers
who bought a snowboard or boots and offer them a jacket
at a special discount.
They're obviously snowboarders, so there's a good chance
they'd be interested in a new jacket.
The important thing to remember is, the backend products you
offer HAVE to be things your target market is going to be
Seven killer backend product ideas you can use
to expand your profits by more than 30%
There's no doubt about it: Following up with your customers
and offering them backend products is a great way to boost
your profits without eating into your marketing budget.
But how do you find the killer products that make this
strategy so profitable?
It's a lot easier than you think! For example, you can...
1. Offer products that complement your initial product:
For example, if you sell golf clubs, offer your
customers a golf club bag to carry them in.
Or you could offer golf balls, golf tees, golf shoes,
golf training videos -- the list is endless!
2. Sell more of the same product at a discounted price:
If your product is refillable or needs to be regularly
replaced, this strategy works especially well. For
example, if you sell things like printer cartridges,
camera film, or batteries, you've got it made!
But even if your product isn't refillable, you can show
your customers you appreciate them by offering them a
special discount on the product they've already bought.
That way, if they like the product, they can buy it as
a gift for family and friends.
3. Use paid subscriptions as backend products:
If you've established yourself as an expert in your
industry, you can build on your reputation by offering
a subscription to "premium" information, only available
to members, as a backend product.
For example, if your main product is a fly-fishing kit,
you could sell a subscription to an exclusive course
on advanced fly-fishing techniques as a backend product.
You could deliver this paid-for content through a
members-only web site, or by email.
4. Try splitting up your current product:
For example, if you were selling a book on how to
"declutter" your home, you could offer a basic version
for $9.95 to generate a large volume of sales at a
Then, 30 days later, you could offer your customers
an advanced, expanded version that includes home office
management and scheduling tips for $29.95 or even
$39.95 -- and increase your profits dramatically!
5. Try selling your customers an upgrade to their product:
If they've used and liked your basic model, your
customers will be open to receiving offers for the
For example, if you sell eBooks teaching people how
to use a particular piece of software, you can sell
updated versions to previous buyers when the software
package in question is upgraded.
6. Write a book or create a video:
eBooks are great backend products with high profit
margins! Consider writing a short book on a topic
that's related to your product or service.
For example, if you sell gourmet puppy food, you might
consider writing a book titled, "Training Secrets
That Will Have Every Puppy Housebroken and Learning
Basic Obedience in Less Than One Week!"
You could even offer a special video that complements
your product or service. For example, if you sell
barbecue equipment, you might offer a video that
teaches people how to perfect their barbecuing technique.
7. Offer someone else's product!
Probably the fastest -- and EASIEST -- way to add new
products to your site is to join another business's
affiliate program and recommend their products in
exchange for a percentage of each resulting sale.
Selling affiliate products can be a very lucrative
way to increase your sales, especially since you
don't have to spend any time or money developing a
new product of your own!
To learn more about joining affiliate programs,
... or check out IMC's top-rated affiliate program at
Whether you create brand-new backend products that
complement your existing products, or sell other people's
products through an affiliate program, you need to know how
to target the right products to the right customers...
Divide and conquer: Segment your list for maximum effect
"Segmentation" simply means dividing your list into smaller,
more focused groups so you can send mailings out to more
It's one of the most effective ways to market products or
services on the Internet because it allows you to send
product offers ONLY to people who are extremely likely to
be interested in them.
And, as backend offers obviously go only to previous
customers, you can create messages that are specifically
tailored to them based on what they bought, when they
bought, and other pieces of personal information you've
collected from them.
This allows you to create messages that are highly targeted
and, importantly, highly PERSONAL.
After all, it makes sense that people respond favorably to
offers that are tailored to their own personal wants and
needs. (That's why I opened that email from Amazon and
bought the book they offered me!)
In fact, a study by MarketingSherpa shows that email
marketers who use segmentation have a 72% higher
click-through rate than those who don't divide their lists!
We learned firsthand how effective this technique is a few
years ago, when we decided to conduct a little marketing
We took a small list of our customers and split it in half,
then sent an email to each group that was exactly the same,
with only ONE exception.
The subject line of the first email read:
Here's all the info you need
The subject line of the second email, which had EXACTLY the
same body as the first email, had been customized to display
the recipient's name. For example:
Bob, here's all the info you need
Now, we had a hunch that the personalized subject line would
do better than the generic one. But what we discovered
surprised even us! The email with the personalized subject
line had a response rate 64% higher than the one without!
And that was the ONLY difference between the two campaigns!
The body of the email was identical in both cases, and so
was the offer. It was that one small change in the subject
line that boosted the response by 64%!
As you can see, if you HAVEN'T been personalizing your email
promotions, now is definitely a good time to start. Can you
imagine what a 64% increase in sales and profits would do
for YOUR bottom line?
Of course, you can personalize the body of your email as
well as the subject line, and you can use ANY information
you've collected about your customers and subscribers, not
just their names.
For example, let's suppose you run a travel company and that
you know which of your customers are single young women.
Using this information, you can create a promotion that
caters specifically to them. You could start your email off
I thought you might be interested in learning about
the special "Girls' Weekend in Vegas!" promotion
we're currently running.
For the low price of just $500 each, we're inviting
you and three of your friends on an all-inclusive
weekend in America's favorite party town -- including
your airfare, hotels, and meals -- PLUS a chance to
whoop it up at all of Vegas's hottest night spots!
By sending out such a specifically targeted promotion,
you're bound to see greater results than if you offered a
general promotion to a large, untargeted group of people.
And once you learn how easy it is to do, you'll be kicking
yourself for not getting started sooner!
The bottom line is, if you're not offering backend products
to your customers you're losing out on 30% to 50% more
That's because if you sell only one product, your profits
will always be limited by the number of new customers you
It takes a LOT more time and money to acquire new customers
than it does to sell new products to your existing customer
base, so selling only one product can really eat into your
Because you know what kind of products your customers like,
it's easy to create brand-new backend products that
complement your existing products, or join an affiliate
program and sell other people's products.
And if you segment your customer list to target focused
groups of customers with products that will appeal
specifically to them, you'll show them you understand their
And they'll thank you for it by buying more products from
you, and staying loyal to your business
for years to come!
So that's why, when I'm asked, "What strategy will most help
increase my Internet marketing sales?" my answer is
always... "Backend selling!"
ABOUT THE AUTHOR: Derek Gehl specializes in teaching real people how to start profitable Internet businesses that make $100,000 to $2.5 Million (or more) per year. To get instant access to all his most profitable marketing campaigns, strategies, tools, and resources that he's used to grow $25 into over $60 Million in online sales, visit: http://www.marketingtips.com/tipsltr.html
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