Audience Industries tour 2016 will be teaching 4 separate curricula – see this page for dates, venues and pricing.

  • Sequoia – the place to begin your website marketing.  Suitable for website administrators, marketing staff and newcomers to online and digital communications. [1 May Auckland, 3 May Dunedin, 5 May Wellington]
  • Circles – audience engagement is the only way to keep visitors coming back to your website.  What to do, how to do it and when to do it.  Suitable for marketing communication managers, public relations, agency marketers and anyone who has done the Sequoia curriculum. [4 May Dunedin, 6 May Wellington, 9 May Auckland]
  • Clusters – once you know the techniques from Sequoia and Circles, put it into practice in a strategic year plan.  Suitable for marketing specialists, in-house marketing managers and marketing directors, public relations agencies, digital marketing agencies, full service agencies. [10 May Auckland]
  • Escape Velocity – designed for entrepreneurs and startups, this course pulls together everything you need to drive revenue for your business from online/offline integration.  Suitable for both bootstrapping startups and established enterprise who have a goal to grow and then sell their business. [29 April Auckland]

Scroll down to read detail on each course.


When you roll a snowball, it grows. Let’s make sure that everything we do online builds upon something else we did and will be built upon. In this curriculum we talk about that specifically as it relates to:

  • Knowing where you fit in the lives of your audience, how that leads to better content, better products and better messaging.
  • The 80/20 rule and how we apply that to our blogs. Let’s figure out what 20% of our posts, offers, time and money is creating 80% of our wealth and success. And let’s multiply that.
  • You should know where your money comes from. Every pixel can be tracked and every page’s income can be known. When you know where your money comes from, it changes your social media plan, advertising plan, content plan.
  • Let’s delve into the science of creating products. How do we price them? What needs to be in them? How do we sell them, track them, grow them?
  • YouTube, it’s not just a video site. It has tools from which you can create an overall strategy. We’re going to talk about cards and annotations and how to move traffic from any particular video to your website.
  • Your messaging dictates your success. When someone follows you on Twitter they eventually see your links, they get to your website to check out your blog posts, they see calls-to-action for your products. So the reason they follow you in the first place dictates all the rest.
  • The language of the internet. We need to be creating mobile sites that are desktop friendly. Not only that, but our sites need to be able to talk the language of Facebook, Twitter, YouTube, Google and others.
  • The magic moment. Facebook knows that if you get 7 friends in the first 10 days you’ll become a fan for life. So they create tools to make that happen. What is your magic moment?  What, when seen, read or heard, turns a reader into a fan and how do we get them there?

CirclesBC Circles

The only thing that really matters is your ability to engage your audience. When you can connect with them in a way that makes them feel special, you create a fan for life.

  • Becoming the author your audience wants, trusts and needs is paramount to their returning. It is critical for them to “save” your pages, like your Facebook Page, and share your opinions with their friends.
  • Purpose. Everything you do needs to have a clear purpose. When your audience knows that they’re supposed to like, comment, tweet, click or share, it’s easier for them to do so. Give them no path and they will take it.
  • Every pixel needs to serve your audience. Let’s talk about customizing your site to increase more page views, likes, shares and tweets. When you can focus on your entire site, not just the content, you can create an experience for your reader.
  • Defining the client. Who is a client? What makes their circle intersect with yours and how can we hear what they’re really telling you?
  • Why do you do what you do? What don’t you work at TGI Friday’s instead? Let’s explore why you write about A but not B? And why do your readers care about your business?
  • Cialdini’s 7 Laws of Persuasion are critical to understanding why people make decisions and take action.  Knowing how you can implement them on your helps move your audience closer to their goals.
  • Story. We’re talking about incorporating your story into your website, but rather incorporating mystique into your plan. How can you get them interested in clicking, reading, and opening your emails?
  • Getting the Tweet, Pin, Like and Share on your blog. While you’ve got to be writing good content, there’s a science to getting the audience to help you socially.


Once you know the marketing techniques suited to web and digital, you need a marketing activity plan for the year.  This course will help you write your marketing content plan for 2016.

The Niche Universe . . .  We start by creating the universe in which you operate. Locally, within your warm market and across the globe. Your audience is their audience. We need to know what our audience is learning, who is in the space and what the niche is focused on. Our goal is mine information, find partners and learn new ways to do things.

Pursue & Schedule. . .  Our goal here is to get in front of new audiences. We want to locate all the places our message would be welcome and to put them into our clusters marketing calendar.

Idea Factory . . .  In this module we’re going to gather all the notes we’ve made over the years. . . post-in notes, scribbles, emails and all the other places you’ve tucked your ideas. We want to connect these ideas through keyword research, trend analysis to our blog categories and calendar. We’re then going to build in our launch sequence and our pre-selling sequences into our calendar.

Marketing Matrix . . . We’re going to put together a 6 x 6 marketing matrix of people in our niche universe. We’re going to create a cross-marketing schedule and joint venture schedule to help each other’s audiences grow.

Repurposing to Products . . . We need to figure out what products our audiences need and want. We’re going to use reliable internet sources to create a library of future products. And then we’re going to create an outline to build these products inserting them into our marketing and editorial calendars. Let’s not do more work, let’s republish strategically.

Keyword Tracker . . . Most people use the wrong sources to grab keyword research. We need to use a source that not only gives us the number of searches per month, but also the number of competitors. Without both we’ll end up going after keywords that don’t matter or keywords we can’t win. We’re going to capture this list, contrast it with search timing and add the schedule to our calendar.

The 80/20 Post Tracker . . .No matter what business we’re in, 80% of our revenue is going to come from 20% of our efforts. We want to identify the 20 percent . . .time, web pages, products and put together sales funnels to drive traffic to these higher revenue pages.

Offer Schedule . . . What offers are we going to make throughout the year? Affiliate, our own products, services, matrix . . we want to plot our offers against demand and our marketing calendar. We want to chart 6 additional things per project.

The Calendar . . . the primary purpose of the calendar is to coordinate all our efforts over the year, making sure there is lead time, pre-selling and pre-launch for all things as well as follow-up, and up-sells. We want to coordinate this with our editorial content, keywords, audience, hashtags and offers.

In the end we’ll have a well coordinated editorial, sales and marketing calendar spanning the entire year that is fully rooted in standing in front of new traffic every month.

Escape Velocity

Escape Velocity is about knowing 5 critical points of data about your business. The points that matter most in a successful business.

There are three ways to make more money.

  1. Get more traffic
  2. Make more sales per person
  3. Increase how much we make per transaction

Escape Velocity focuses on #2 and #3.

Let’s learn how to figure out these numbers, how to own them and improve them.  Let’s make sure that the structure of our business is designed to grow us (because more Pinterest followers doesn’t feed the family). Let’s make sure that we not only have a vision for our business, but one our customers embrace and propel.

Escape Velocity is about exchanging what we thought we should be doing with what successful businesses who focus on growth are doing.

Module 1 – $/Visitor.  We’re going to talk about what is more valuable to your business, the money you make per visitor or the money you make per visit? In Module 1 we’re going to discuss the strategies necessary to improve your $/visitor

Topic 1:  Your overall hub-and-spoke structure. What should it look like and what kinds of things break it?

Topic 2: Clusters Marketing: We really need to get in front of everyone who wants what you have. Learn and take home our digital Clusters Marketing plan.

Topic 3: Google and Facebook Advertising. Even if you’re never going to pay for advertising, you need to be doing this one thing. Let’s talk about how to do it, under what circumstances to not do it and how to measure the goals of it.

Topic 4: SEO. SEO is a traffic strategy, isn’t it? How do we use it to increase revenue?

Module 2 – $/Pageview.  In Module 2 we’re going to discuss the strategies necessary to improve your $/pageview.  

Topic 5: Magic Moment. What is it that turns your reader into a fan? How do we learn what that is and move more people through that moment?

Topic 6: Your Customer List. Getting people to your site is one thing. Getting them to come back again and again is another. And turning that into revenue is our discussion strategy.

Topic 7: Bounce Rate. We’re going to show you when bounce rate is a myth and when we really  need to work on it. Sometimes a high bounce rate is what you need. Why are you preventing it?

Module 3 – $/Source.  Module 3 is about your income sources.  

Topic 8: Where does your income come from? And in what ratio? Is it possible that it takes you 15 minutes of Facebook time to make $100 vs 5 minutes of Instagram time? Let’s dissect that.  The answer to this should dictate your time, your outsourcing dollars, and your overall strategy.

Topic 9: The income source delta. Do you make more from warm traffic or cold traffic? Do you make more money from commercial pages or non-commercial. Let’s sort our traffic and money.

Module 4 – $/Hour.  In Module 4 we’re going to discuss the strategies necessary to improve your “salary” . . that is the amount of money you make per hour. Lord knows we could often times make more money waiting tables.  

Topic 10: Dissecting Success. We’re going to show you 13 ways companies and bloggers are making money directly from Pinterest, Instagram, Facebook and other social media sites.

Topic 11: The Survey Funnel. We’ll show you how a site making $100,000 / month is using a survey to generate all the revenue. We’re going to discuss the proper way to implement a survey funnel and why we all need it.

Topic 12: The Resource Page. There is no better way to derive passive income than a well planned and marketed page of favourites.

Topic 13: Ideas vs Execution.  Time is our most precious resource. Outsourcing, Interns, Accountability Partners, and the 80/20

Module 5 – Shark Tank: How do we get ready to Sell, Grow or Get Investors?

What elements of our business do we need to focus on to increase our valuation and make our income attractive to buyers and investors?