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A lot of marketers have all sorts of wrong ideas about social media marketing. Some think that you only need to post "viral content" to get tons of traffic overnight. They actually believe that if you are able to pump that much traffic to your target website, a large chunk of those people will buy whatever it is that you are selling.

Maybe you're selling services, maybe you're selling an event, or maybe you are selling products from an online store, it doesn't matter. According to this idea, you just need to have a lot of traffic; courtesy of viral content on social media, and you will get the conversions you're looking for.

There is an assumption that social traffic, regardless of which platform it comes from and regardless of how you qualify that traffic, converts to sales readily.

Sadly, none of these assumptions are true. In fact, all of them are tragically mistaken.

If you believe in any of these, don't be surprised if you spend a lot of time, effort and money only to end up with a whole lot of nothing. Welcome to the club.

Effective social media marketing can be reduced to one metaphor. Master this metaphor and you probably will make money on autopilot with social media traffic. Screw up this metaphor or remain clueless to it, and you'll continue to struggle; you'll continue to believe that social media traffic can easily be generated through viral content. You might keep running after that unicorn only to get tired and frustrated.

It doesn't have to be this way. You just have to have the right metaphor or the right conceptual model to make social media marketing work for you. Best of all, you can make it work on autopilot.

You probably have heard of all sorts of "set it and forget it" systems. You probably bought at least one of these products. Well, they're definitely on the right track as far as their label. Social media marketing can be automated. It can be mastered to the point where it can produce income after you've set it. But getting there is another matter entirely. And that's the price people have to pay.

And unfortunately, most people are not willing to pay that. They're excited about shortcuts, but they're not willing to take the stairs to get to the top. At the back of their minds, they're thinking that there has to be some sort of elevator.

There is no shortcut. You have to work with this metaphor What am I getting at? Well, the secret to effective social media marketing is an inverted pyramid. It looks like a funnel. That is the metaphor you should have in your mind when thinking of ways to get traffic from social networks and social media platforms and turning that into cold, hard cash in your bank account.

I need you to keep this idea of an inverted pyramid in your mind. It should have a wide base at the top. The top of that pyramid is heavy visibility. It has to be there. You need to be visible on the four major social media platforms. I'm talking about Facebook, Twitter, YouTube, and Pinterest.

Taken together, the traffic volume you can get from these four platforms is mind blowing. They can potentially pump a tremendous amount of traffic. But that's just part of the equation. That's just the top of the funnel. Potentially, you can push a lot of traffic from the top. That's how wide the top of the funnel is.

This training will focus on these four platforms, but you can pretty much use the tips that I'm going to share with you and modify them to market on other platforms since many of these principles easily apply.

You might need to modify them a little bit. For example, if you are thinking of marketing on Instagram, a lot of the things that I will teach you about Facebook, Twitter, YouTube, and Pinterest, can be tweaked to work well on the Instagram platform.

Now that you have a clear idea of the heavy visibility that you can achieve with social media, keep in mind that visibility does not mean traffic or clicks to your
site. This is a myth. The visibility that I'm talking about means visibility on those platforms.

When people share your content within those platforms, you can enjoy a tremendous reach within such platforms.

But this does not automatically mean that when you share content on Facebook, people who see your link on the materials shared by their friends would automatically click them.

Get the idea out of your head that raw visibility, or as Facebook terms it, "reach," automatically translates to traffic. It doesn't work that way. Instead, you need to start with heavy content visibility on each platform. People must see your stuff there. You must achieve a wide enough reach.

People may not necessarily click on through to your site, but that's secondary. At this point, you just want your brand to be visible. You just want people to become familiar with your brand.

So what's the big deal about visibility anyway? You may be thinking, since visibility doesn't mean actual visitors to your website, what good is it?

Think about it this way, when was the last time you saw an ad for the first time and automatically clicked it? If you're like most other people, you probably would want to see the ad show up a few times for you to become familiar with it. You might glance at if from time to time, you might read the description from time to time, but after enough showings, you might seriously think of clicking through.

The same applies to your content on social media platforms. Don't expect that just because you come up with catchy titles and nice, attention-grabbing graphics that this is enough for you to expect a tremendous amount of clicks to your website. It doesn't work that way.

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Introduction

How do you go about changing your life?

Do you do it overnight?

The answer, hopefully, is obviously a resounding “no!”

Changing even a single aspect of your life takes time, dedication, and effort. Humans are creatures of habit, and once those habits have become deeply ingrained into our psyche. This is a physical phenomenon that can actually be witnessed within the brain. We’ll get to that later in this book.

And yet despite many of us knowing all this intuitively, we still seem to think that we can make huge changes to our lives on a

whim. If you’ve ever told yourself that you are going to “start a new training program tomorrow” that involves going to the gym four times a week and eating half your current caloric intake… well then you’re guilty.

There is a better solution. It’s called Kaizen. This is the Sino- Japanese word for “improvement” and it has adapted to represent a specific approach to improvement. One where you make tiny improvements, take tiny steps, toward the goal that you are working towards.

As the old saying goes: even the longest journey starts with a single step.

And what is a thousand mile hike other than lots of single steps? When you look at challenges this way, anything becomes achievable.

In this book, you will learn how to take this concept and squeeze it for everything it is worth. Whether it’s your relationships, your fitness, your health, your business, or anything else you are looking to improve; Kaizen will help you to get there.

Get ready to change your life for the better.

Starting with just a single step.

Chapter 1: Why We Need Kaizen

Before we get into the nitty gritty of what Kaizen is and why it works, let’s first consider the alternative and why it’s so important. As mentioned in the brief introduction, the approach many of us impulsively make toward self-betterment, is to try and change everything all at once. That example of starting a new training program where you train four times a week and cut your caloric intake is one that a lot of people can relate to. Perhaps you have done something similar yourself?

The only problem, is that this kind of approach completely misunderstands human psychology, and the reality of our lifestyles.

Think about it. If you are currently out of shape, then it’s probably because you aren’t working out enough, and because you aren’t eating right.

But why is that the case? Chances are, it’s because you’re currently too tired and too demotivated to do those things. Probably you come home in the evening and you feel absolutely exhausted. You just don’t have the energy or the will power to exercise, and that’s completely understandable.

And so you expect to now all of a sudden pull this kind of energy out of nowhere? You think you can go from being too tired to work out at all and to being able to work out four times a week? And let’s break down what that actually means for a moment.

It means coming home from work and then getting changed into your gym clothes. You’ll then need to drive to the gym in the cold, shower after your workout and get changed, then drive home.

Then get your stuff ready for the next workout.

So that one workout actually takes more like two hours, which means you’re dedicating a whole new 8 hours to your new regime.

You realise that’s an entire working day? Including lunch?

You’re going from NOTHING to 8 HOURS?

Can you see the problem here?

Meanwhile, you’re also expecting yourself to go out in the cold. You’re expecting yourself to be organized the night before. You’re expecting yourself to run and sweat in front of strangers, and to miss out on your favorite TV.

You’re not trying to learn one new habit, but rather learn a whole bunch of new habits. While at the same time unlearning a bunch of other habits.

And that’s not all. Now that you’re burning 8 hours of extra energy, you are also planning on eating 500 fewer calories? You’re going to work twice as hard, while taking in half the amount of energy.

This is looking like a great plan.

The Neuroscience

As though this wasn’t already enough of a challenge, what you probably don’t realize is just how much your neuroscience is working AGAINST you in a situation like this.

Our brains are highly plastic. That means they are adaptable to change and can physically restructure themselves according to our behaviors. You might think that would be good news when trying to form new habits or lose old ones.

But in fact, it also works against us. That’s because the brain adapts hard to repeated stimuli. The brain adapts and changes shape according to a very simple rule: neurons that fire together, wire together. So if you repeatedly do one thing followed by another, then those two experiences become linked in the brain over time.

And each time you do those things together subsequently, you further reinforce and strengthen that link. The connections become myelinated, meaning that the tendrils are insulated and signals travel faster down them. They grow more nodes at the connection points.

Eventually, it gets to the point where you no longer have to think about the association. Doing A automatically triggers B. Changing this takes a HUGE amount of work, and in some cases is nigh impossible.

So to attempt to make this kind of wholesale change across multiple different habits all in one go… well it’s somewhat futile. That’s where Kaizen comes in. And it’s why this is such a powerful and transformative tool. In the next chapter, you’ll learn more about it and how to put it to maximum use.

How it Happens

At this point, you might now be wondering how this happens. When you lay it all out like that, it appears obvious that making gigantic changes to your routine would never be effective. If that’s true then, why do we still spend our time determining that we’re going to “change our lives starting tomorrow.”

There are a few reasons. The first is that it’s simply that much more appealing. Nobody likes the prospect of hard work, or of something taking a huge amount of time.

On the other hand, the idea that “everything can change” in a single day is immensely gratifying. And so it should come as no huge surprise that we can get caught up in this notion.

The other issue facing us is the media. Because of course, it makes a whole lot of sense for advertising agencies to want us to take a more one-and-done approach to our self-transformation.

Gyms want to sell gym memberships. They do that by telling us that we need to go all in or go home. They tell us that we should buy all the workout equipment, the expensive protein shake, the year-long membership.

Then of course what comes next is that we feel guilty watching the money come out of our accounts every month. While we get no fitter or stronger…

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A lot of people who try to sell anything online simply are not doing a good job of it. This is the main reason why the vast majority of people trying to sell affiliate products simply can't make a living off their online marketing.

It's not because these people are dumb. It's not because they are incapable of making money online. Please understand that just because you have heard that you can make a lot of passive income on the internet doesn't necessarily mean that you just need to roll up your sleeves and put up a website and, all of a sudden, all this money will come.

I hate to break it to you, but the whole idea of “build it and they will come” is just a pipe dream. It may have worked 10 years ago. But believe me. It doesn't work today. There's just simply too much competition out there.

In fact, according to several estimates, every single day, over 2 million pieces of fresh online content is uploaded every single day. Think about that for a second. Try to wrap your mind around that figure. 2 million pieces!

So it doesn't matter what kind of niche you're in. It doesn't matter how obscure or esoteric your niche category may seem to you. There is simply too much competition out there. And to think that you just put up a website and, all of a sudden, all these people would come banging on your digital door and handing you their hard earned dollars is simply a fantasy.

Disabuse yourself of that thinking if you want to have a chance of actually making money online.

How the online money making game is truly played

If you truly want to create passive income using online properties, listen up. You have to create a sales funnel. Just because you put up an online article doesn't mean that people who find that article will find it so compelling and so persuasive that they would hand you dollars. It doesn't work that way!

Instead, you have to look at them as sheep. That's right. You have to be a shepherd. You have to understand that for people to look for your content, deep down inside, they're already interested in whatever you are pushing.

Maybe you're selling a service. Maybe you're trying to promote some sort of affiliate product. Maybe you run an online store. It doesn't matter! People who read your content are somehow, someway, already interested.

But the problem is the way you position your offering plays a big role in how they would respond. You have to look at the situation from their perspective. When was the last time you bought anything online? Chances are it hasn't been all that long.

When you were looking for something online, you're not looking to hand Joe Blow 10 of your hard earned dollars. No! Instead, you're thinking to yourself, “I have a problem. I'm looking for a solution to my problem. I'm looking for a page on the internet that would convince me that they understand my problem and they can lead me to the right solution.”

This is how most people shop online. In fact, a lot of people who buy stuff buy it impulsively. It's not because they don't want to spend their money. It's just because they came across the right materials that spoke to their needs.

Even if their needs are not of the highest priority, they came across online content that appealed to those needs in the right way so they end up parting ways with their hard earned money. You can do the same. It all boils down to creating the right sales funnel.

What is a sales funnel anyway?

Look at how a funnel is shaped. It is like an inverted pyramid. It's very wide at the top and as you get closer and closer to the actual exit section of the funnel, it gets narrower and narrower. You should think of everything you do online as some sort of funnel.

As each prospect gets closer and closer to the bottom end of the funnel, there's less and less prospects. This is a good thing because the funnel works to filter people based on their interest. If you don't set up such a system, it's going to be very hard for you to convert people. That's the bottom line.

Whether you make your money through ad clicks using the Adsense monetization platform or you sell affiliate products or you sell your own services or you run your own online drop shipping store, it doesn't matter.

You're trying to convert people from simple clickers of links and readers of your content to cold hard cash. The sales funnel model helps you craft together working strategies that would help you turn your content and traffic into cash.

This book teaches you how to optimize your sales funnel. My goal is to help you realize key strategies that will help you maximize conversions and thereby maximize your profits.

A sales funnel is essentially a filtration system.

There are many different types of eyeballs your link or content will attract on the internet. Most of these are not interested in buying, at least not right now. Your sales funnel helps you process all these people so as to maximize the amount of dollars you can get out of them.