Today I’m going to show you how to increase organic traffic to your website.
I’ll do that by letting you behind the curtain of my own SEO technique. The same one that helped me increase organic traffic to my client’s website by over 80% in just 3 weeks.
And I was able to generate these results for a client in the super competitive B2B niche of cloud technology services.
How did I generate this increase in organic traffic?
I used The Talk Show Technique.
And in this case study, I’m going to walk you through my process, step-by-step.
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Boosting Traffic with The Talk Show Technique
Being strategic and social is what The Talk Show Technique is all about.
What is The Talk Show Technique?
The Talk Show Technique is a tactic you can use to create content by sourcing the feedback from industry experts.
Like on a talk show.
Think about the last time you watched one of the talk shows hosted by Jimmy Fallon, Conan O’Brien, or even Lary King, and you’ll realize that they follow this same model.
Did you tune in to see the stars on the show, or the host? My guess is the former (Although Jimmy and Conan are pretty amazing all on their own).
Now before I jump right into the details, I want to do two things.
First, I want to say thank you to SEO Master Brian Dean for the inspiration.
Second, I want to show you some of the great results I got with the Talk Show Technique.
How I used The Talk Show Technique To Increase My Client’s Traffic by over 80%
I published this post on August 6th, 2017, and within 14 days I saw a boost of 27% in organic traffic:
And in 3 weeks I saw my organic traffic increase by over 87%:
What also blew my mind was the amount of social traffic this page generated. Today it has over 1,400 social shares:
Last but not least, this page delivered a steady stream of leads as you can see in these conversions (August to November of 2017):
So as you can see I got some pretty solid results.
Up next we will dissect the five-step process I used to achieve these results:
Step 1 – Identify a problem that your audience is having
This is old advice, I know, but don’t overlook it.
If you want to drive traffic to your website you need more than content. You need content that helps your audience.
And the easiest way to help is by teaching them how to overcome an obstacle they’re dealing with.
My client and I identified that our sales efforts were attracting the interest of professionals in the Human Resources department. And that’s how we landed on our topic.
Here’s how you can identify a problem worth solving:
1. Interview your colleagues – Schedule a meeting (in person or virtual) with colleagues that are speaking with new prospects or existing clients.
I chose to setup a virtual meeting with my Manager using a Google Hangout:
Open Google Calendar and create an event.
Choose a meeting name that lets your team know what your objective is. I entered “Sales & Marketing Phone Call”.
Choose your preferred conferencing system like Google Hangouts for a virtual meeting.
Add more details to your meeting, to let your colleagues know what your objectives are for the meeting. Here’s what I entered:
– Share results & insights about latest marketing activities
– Learn about prospect feedback from latest sales calls
Invite anyone who has spoken directly with prospects from your team.
Save your meeting & send out your invitations.
2. Take note of what you hear not your interpretation – A common mistake when taking notes during such conversations is to summarize them. This is not a good idea because you end up with notes that have your perception of what the obstacles are instead of what the obstacles actually are. This makes it more difficult for you to solve the issue and for others to look at your notes and make sense of what the real issue is.
You should type without editing. Simply type what you hear, like this:
For this virtual meeting I used a Google Doc to take my notes during the phone call. Download a copy of the file I used to document my phone call here.
Good note-taking – Joan said that she is “having trouble losing weight because she has a hard time eating healthy foods, she has cravings, and she gets frustrated that she’s not seeing results”.
3. Ask probing questions – Start your conversations by asking the easy who, when, where questions first. Then go deeper into the why questions, like this:
4. Repeat this process – Interview everyone that had conversations with other prospects and clients and put together your notes in a Google Doc.
5. Choose a single problem from your research – You’ve done the most important part and that is to listen. Next, pinpoint a single obstacle you are going to help your audience solve.
Do that by listing all the issues you identified in your conversations. It’s okay to repeat the same issues here, as this will make it easier for you to see the most common problems you should solve, like this:
- We need more sales
- We need a better way to manage the information in our company
- New employees have a hard time getting up to speed with our software
- We are constantly hiring and training new people because some of them don’t stick around
- It takes weeks for new hires to learn how to use our tools
- New hires need more time to learn our technology
In the list above you can see that the issue of getting new hires up to speed and making sure they stick around was a common topic.
That’s why we decided to focus on “employee onboarding”.
Step 2 – Ask a simple question
Now that you know what problem you are going to solve, you need to come up with a question.
This question will be your bait to attract experts (more about them in the next step).
The most important thing to remember is to make sure your question is not too complicated.
Here’s a checklist you can follow to make sure you get it right:
1. Does it align with the problem? You already found the problem in step 1, so this is straightforward.
2. Does your question contain “and”? Resist the urge to add complexity to your question, by removing all “and”s from it.
3. Could your expert text you their answer? Your expert could very well send a full page of text, but you want to make sure your question can be answered briefly.
If your question passes these three criteria, you’ve found yourself a good question.
Here’s what I came up with:
“What is the single most important rule of employee onboarding that companies must follow today?”
Now, you may be asking yourself:
“Wait for a second Marcio, why should I pick an easy question?
Doesn’t that make me look inexperienced, unqualified? In other words, if I post the answers to a basic question will people view me as an expert?”
All good questions, and to answer it you should reflect on the following context:
1. You are asking for a favor – What makes The Talk Show Technique great is that it allows you to source the knowledge and insights of experts. It also means you are relying on their responses to put your content together. Without them, you’re stuck creating the content yourself.
2. Everyone is busy – We all have a million and one things on our minds. That’s why the answer to your question should be on the tip of the tongue of your experts and should not need deep thought and research.
3. The fundamentals matter – What I mean by this is that to become a master, you have to get good at the basics. And overlooking the basics is the number one sign of immaturity and lack of professionalism. So the answer is no, it’s not a bad idea to ask a basic question. Especially when the answer to this question can help your readers overcome an important challenge.
Step 3 – Find your Experts with FollowerWonk
For this step, I recommend an online tool called FollowerWonk. You can use it to search through Twitter profiles with ease.
Don’t worry, there’s a free version you can use to create your first post using The Talk Show Technique.
Follow these steps to find your experts on FollowerWonk:
1. Visit FollowerWonk.com and click on the orange button in the top right corner labeled “Try Followerwonk Free”:
2. Then click on the “Try Free with Twitter” button:
3. On the next screen simply login with your Twitter credentials to authorize FollowerWonk:
4. Create a Login by entering a username, email, password and ticking the last checkbox:
5. Now that you are logged in and signed up, click on “Search Bios” menu option in the top left corner:
6. Enter a topic that matches your question. In this case, I entered “employee onboarding”, then click “Do it”:
7. You now have a list of industry experts to choose from. Make note of those you want to reach out to by reviewing their profiles on Twitter (tip: Include the profiles that have a website on their Twitter profile to make it easier to contact them):
8. I found a profile that had a link to a website on their twitter profile:
9. Then I located a contact form on the website:
Take a look at the script I used to get a response, in the next step.
Step 4 – Contact Your Experts
You are more than halfway done by this point, great job. Now its time to begin your outreach.
Your first inclination might be to send a generic email with your question to your list of experts. But that would be a mistake.
You see, nobody likes cold emails, unless they have something good in them. Even then the odds your message gets opened aren’t great.
So how do you make sure your messages get read?
Appeal to the egos of your readers.
Do this by personalizing your email:
- Use their first name
- Mention where you saw their profile
- Add a note about their profile
Here’s a sample script you can use right away:
Adding those three elements, made all the difference for me. I achieved a 22% response rate from my outreach.
After a few days you should get a response like this:
If you don’t get a lot of responses, don’t get discouraged.
The experts you are reaching out to are very busy and they are likely saying no or ignoring many emails like this. Everyday.
So go back to your list and continue your outreach process.
Step 5 – Go live with your responses
You are almost at the finish line.
All you need to do is organize your content, hit publish and send out a final email:
1. Copy responses – Copy and paste the responses you received by email into your page or post. I’m assuming you’re using WordPress and that you know how to create a blog post or a page. Either format works for The Talk Show Technique.
2. Organize your content – For each response, consider adding a summary of their tip, a profile picture, their name and a link or two to their website or social media profile like this:3. Share the good news – Last but not least, let your respondents know your article is live. Send them a quick heads up email like this:
So there you have it, The Talk Show Technique to drive an insane amount of traffic to your website today.
Unlike with paid advertising, you don’t have to spend money to drive traffic. Instead, you can use this technique to drive a constant stream of traffic and leads to your website.
If you want to drive more traffic to your site, please leave me a comment below I’d love to learn about your business.