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It’s That Easy: Online Marketing 3.0
It’s That Easy: Online Marketing 3.0 By Ludwina Dautovic In Focus Productions Pty Ltd www.Ludwina.com Tel: (03) 9017 0173 Tel: +61 39017 0173 (International) Published by Mithra Publishing 2012 www.MithraPublishing.com The Third Option. Tel: 07010-120458 (International) Book cover designed by Michelle Scales-Springett www.DesigningMStyle.com.au ISBN 978-1-62314-965-9 All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without the prior written permission of the copyright owner and the publisher. This book is presented solely for educational and entertainment purposes. The author and publisher are not offering it as legal, accounting, or other professional services advice. While best efforts have been used in preparing this book, the author and publisher make no representations or warranties of any kind and assume no liabilities of any kind with respect to the accuracy or completeness of the contents and specifically disclaim any implied warranties of merchantability or fitness of use for a particular purpose. Neither the author nor the publisher shall be held liable or responsible to any person or entity with respect to any loss or incidental or consequential damages caused, or alleged to have been caused, directly or indirectly, by the information or programs contained herein. No warranty may be created or extended by sales representatives or written sales materials. Every company is different and the advice and strategies contained herein may not be suitable for your situation. You should always seek the services of a competent professional.
Read what people are saying about Ludwina Dautovic
“I’ve known Ludwina Dautovic for more than 6 years. She’s a woman who always has her finger on the pulse of the latest online media technology. Her ability to create business opportunities and make them happen is second to none. She works relentlessly to ensure that her ever-increasing portfolio of clients leverage their online presence, resulting in improved lead generation and sales. She’s innovative, thoroughly gorgeous and her passion for helping others means that people are naturally drawn to her. We have worked together in a number of ways over the years, so I know first-hand what it’s like to collaborate with Ludwina. Congratulations on publishing your first book Ludwina - I’m sure it will be the first of many.” Ben Angel www.BenAngel.com.au
“Ludwina is one of the most focused and dynamic business women I know. Her ability to see what is required in business and execute it rapidly has her leading the way in digital media. I am honoured to call her a colleague and friend.” Mia Munro www.MiaMunroInternational.com
“Ludwina is a futurist in the field of digital new media. She moves at warp speed from conception of an idea to implementation and in the digital space that is a prerequisite to success more than ever. Her passion is ideas, innovation and challenging convention. If you want to explore the ever changing landscape of new media then I recommend partnering with Ludwina and her team.” Dennis Roberts www.DennisRoberts.com.au
“When I first met Ludwina, I was impressed by her smarts, tenacity and passion for everything she does. I soon learned this was what would turn everything she committed to into a successful venture, and this is no different. With Ludwina, there are no obstacles big enough, just like there are no limitations to her vision. Watch this space.” Rebecca Derrington www.Sourcebottle.com
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Preface by Ludwina Dautovic.................................................... 9 Acknowledgements by Ludwina Dautovic................................ 13 Foreword by Pete Williams...................................................... 15 Chapter 1: A Good Story, Well Told by Chris Adams.............. 18 Chapter 2: How Small Businesses Can Become Big Players by Using New Media Channels by Ludwina Dautovic............... 33 Chapter 3: Social Media Savvy : Connect and Engage in the Digital Age by Wendy Chamberlain......................................... 49 Chapter 4: Marketing ‘AppSide’ Down by Julia Delany............ 59 Chapter 5: Mobile Marketing: Are You Mobile Ready? by Kylie Smiley........................................................................... 75 Chapter 6: Blogging for Business: A Different Conversation by Sandy McDonald................................................................ 92 Chapter 7: How to Turn What You Know into a High-Paying Membership Site by Victoria Judge.........................................112 Chapter 8: People, Planet and Profit by Tanya Honeychurch...133 Chapter 9: Programming Your Marketing GPS by Mike Smith..154 Chapter 10: Tying it All Together and Supercharging Your Marketing Through Integration by Samuel Junghenn...............169
Chapter 11: Online PR: The Greatest Credibility Booster Tool by Kate Engler, The Publicity Princess.............................187 Chapter 12: Online Branding by Michelle Scales-Springett.......207 Chapter 13: Getting People and Search Engines to Love Your Website by Heather Porter..............................................219 Chapter 14: Transitioning an Offline Business to Online by Lyn Lucas..............................................................................239 Chapter 15: How to Have Your Online Cake and Leverage it Too by Melanie Summer......................................................248 Chapter 16: Dominate Your Niche as a Market Leader by Fiona Lewis...........................................................................259 Chapter 17: Online Reputation Management: Truth or Consequences by Allen Jordan................................................276 Chapter 18: How to Grow Your Online Revenue Without Compromise by Sanjay Sarathy...............................................291 Conclusion by Ludwina Dautovic...........................................297
BY LU DW I N A DAU TOV I C
Almost 20 years ago I made the decision to be self-employed so that I could be at home with my children. I’m a nurturer by nature so it was a natural decision for me. My first business was in the party plan industry and then was employed as a marketing consultant for a sampling company. My client list was made up of hand written cards alphabetically filed in a box and my way of engaging new clients was via letterbox drops; a far cry from how I gain clients today. Moving ahead a few years to my next business, ‘In Focus Productions’ which was a TV and video production company, I had no online presence or online marketing strategy at all. In fact up until this point I had never owned a computer. Social media wasn’t in existence and my standard marketing strategy was cold calling or sending out faxes to garner the interest of my market. My first computer I purchased cost $10K and having an internet connection was considered a luxury; not a luxury I was afforded with. A few years later I had my first website built but it was more of an online brochure then an engaging website. I was considered to be ahead of the pack at the time as many businesses hadn’t yet grasped the notion of using a website to build your online profile or increase your client base. Having said that, I still didn’t know anything about using a website let alone what online marketing was all about. Over the next few years my experience with the online world was
It’s That Easy: Online Marketing 3.0
exponential. My interest for online engagement grew strongly and as with all things I’m curious about, I dived right in. I was then headed for a massive learning curve and found myself continuously frustrated with the challenges of the online world. However, it’s only really been in the past six years that I’d say I’ve really gotten a handle on it and have been able to clearly implement online strategies that have created enormous success for my business. During this time I have become what some might call a ‘tech geek’! Go figure... me a tech geek; a 46 year old woman who can talk the talk with the best of the geeks around. My adult son is even impressed! Now I spend an average of about 8 hours a day online researching, learning and creating. I get excited about working on my websites and get lost for hours in a day manipulating code and content to make it just right. Six years ago if you had of asked me what coding was, I would have looked at you with a blank stare on my face; not any more. My passionate love affair with the online world has come with its ups and downs. I, like you, have had moments of overwhelm, frustration and confusion. I’ve been so engulfed at times with options that I found myself confused as to where to start and where to stop. I don’t get excited about too many choices (I hate shopping) so you can imagine what the plethora of choices online has done to my head at times! But when you love something so much, you tend to wade through the challenges a little easier than most. That’s when I began to really get a clear picture of the immense value that the online world could bring to my business. Once I got a handle on that, the rest was a glorious ride, not the uphill battle it once was. I’ve since gone on to create substantial achievements online which have had positive results. I’ve had my websites continually hit page one of Google. I’ve created a global podcast show that ranked weekly on page 1 of Google and hit the ‘new and noteworthy’ and page 1 of iTunes for my podcast category. I’ve consulted for many companies and
businesses to assist them in their online marketing strategies and social media engagement. As a result of my own online successes I’ve also won a number of national business awards, I’ve been listed in the Who’s Who of Australian Women three years running and have been listed in Anthills top 100 most innovative businesses. Now, I’m not going to lie to you; it can be tough. In fact, the title of this book is a little counter intuitive; online marketing and engagement isn’t easy at all. It will take hard work and commitment to make it work. So why have I said - it’s that easy? If you follow the lead of our authors who are experts in their particular field, having spent hours and hours testing and measuring their own results and filtering through what works and what doesn’t, with some hard work and dedication on your part, you will achieve your online goals and it will be that easy. The best news is you won’t have to spend the years it took me to get to where I am right now. Just follow the crumbs; they’ll lead you to the cookie jar. In developing the concept for this book I was very clear about it not being another ‘how to’ online marketing book and it’s not a book for online ‘newbies’. This book is for informed business owners who want to better understand the concepts of online marketing and engagement and how to create an online system that will generate that engagement. Together with my publisher and partner in this book, Kizzi Nkwocha, we pooled our resources and sourced 18 of the world’s best online engagement and business strategists which includes me, to bring you this informative book that will guide you through the principals of online engagement that you can easily integrate into your business model. We’ve also included chapters on marketing integration, creating a marketing plan, leveraging your market and more.... In total, you will have an entire online marketing system outlined in a clear and structured format. When choosing the authors, we decided they would be people who live their expertise daily. There are no ‘fly by nighters’ here. Our definition of expertise is about having proven results via testing and measuring. The authors we’ve chosen haven’t had success just once, but over and over
It’s That Easy: Online Marketing 3.0
again. Their online presence backs their eligibility and the respect in their field confirms it. Everyone who has been included is here because they are good at what they do. We didn’t go after ‘big names’ or ‘internet gurus’ just to gain instant credibility via association. These authors have proven track records whether they are a small or large business. They have been carefully hand selected and have gone through a vetting process to ensure that we have provided you with the highest quality and most relevant content possible. This is my first book and the first in a book series titled ‘It’s That Easy’. We will be bringing you further books in various areas of business enabling you to really grasp the concepts that you so readily need. Thank you to all the authors for contributing their time and expertise to ensure that your online experience is that easy! Thank you also to Kizzi Nkwocha my partner and publisher of this book for seeing the potential not only for the project but for the outcomes the readers will achieve.
BY LU DW I N A DAU TOV I C
I want to thank all the friends and family who have contributed to my life in some way, but for this project there are a few in particular whom I’d like to acknowledge. Firstly, a big thanks to Kizzi Nkwocha, for believing in the potential of this book and for seeing the value in creating a dynamic business partnership between Mithra Publishing and Ludwina.com. His expertise has ensured the highest quality and standard that I hoped for. He’s become a dear friend and a valued business partner and I look forward to publishing many more books together. Thank you to Aaron James Lee for being such an incredible assistant and my right hand man. His dedication and commitment is phenomenal. I value his contribution, friendship and continued faith in me. Thank you to Michelle Scales-Springett for the wonderful book cover design. She really captured the essence of the book and the feel of my brand. Thank you to Chris Adams. There are many doors that are now opening that were once but a dream. Some of those doors have been opened by him. I’m grateful that he not only led me towards these doors but he showed me that I’m ready to enter. Thank you to Wendy Chamberlain for being a source of inspiration and support in ways I never thought I’d need.
It’s That Easy: Online Marketing 3.0
Thank you to Kylee Legge for helping me with the final file formats. I appreciate her expertise and the fact that she so willingly shared that with me. It made the last few steps much easier. Thank you to all the contributing authors who saw the value in being a part of this collaborative project and for seeing the potential in the book and for trusting me with your content and your name. I also want to thank them for their support and encouragement throughout the project. A big thank you to Pete Williams for writing such an insightful foreword. He was my first choice for the foreword so I was thrilled when he said yes. I’ve learned so much about business from Pete so it is an honour to have him included. I’d like to thank my husband, Harry, for 22 years of life together, for having the courage to work through the tough times and for his love and friendship. He’s always given me the space to be creative and the encouragement to fulfil my dreams. His support and confidence means a lot to me. To my adult children, Jordan and Tijana, I’d like to thank them for showing me on a daily basis what living your dreams looks like. They’re an inspiration and a constant example of what’s possible when you set your mind to it. Finally, thanks to you, the reader.
Foreword - Pete Williams
BY P E T E W I L L I A M S
Su-per-he-ro (soo’per hlr’o) n., pl. roes. A heroic character with a selfless, pro-social mission; with superpowers extraordinary abilities, advanced technology, or highly developed physical, mental, or mystical skills... Superman might have been faster than a speeding bullet and more powerful than a locomotive ... but Batman, he was a real-world superhero! With this utility belt full of advanced technology and his highly developed physical and mental skills... Bruce Wayne worked hard to develop that which set him apart from mere mortals. He didn’t rely on birth, a spider bite or some mad scientist to provide him with superpowers... he went out, worked hard and built his own personal arsenal, alongside his loyal butler Alfred Pennyworth and sidekick Dick Grayson. This book is your utility belt for the online marketing world. I won’t say that Ludwina is your Alfred... but I will say through her global networks and experience she has put together a ‘league of online marketing superheroes’ willing to share the secrets of their powers, that proves stronger than a locomotive, brings new prospects and traffic faster than a speeding bullet and generates sales in a single bound!
It’s That Easy: Online Marketing 3.0
In all seriousness though; with the continued exponential growth of the online world, it’s imperative that all businesses - from e-commerce to bricks ‘n’ mortar retails - embrace this change and incorporate Online Marketing 3.0 into their daily routines. It’s a pretty widely known fact that the amount of business conducted on the Internet has skyrocketed in the last decade, up from about $42 billion dollars in 2002, to $142 billion dollars today. That’s an increase of more than 10% of the total volume of business conducted online each year. All things being equal, this number means that “theoretically” someone with an online presence should be seeing an improvement to their bottom line numbers of about 10% per year. That’s just not the case however. The fact is, there are only a small percentage of online business owners who are seeing revenue growth in line with the increase of money being generated on the Internet. ... and it’s the personal touch, the relationship marketing that the web 3.0 provides, that is driving everything. Everything old is new again. The one-to-one relationships, the kind that were sewn into the culture of small towns, like Superman’s childhood home Smallville - where the store owners were part of the community, interacted with their customers and showed they cared through two-way communication and conversation. This book will help you bridge that gap for your business; because if you don’t, your competition, the super-villains, will. However, it’s not enough to simply have read this book. It’s a portfolio that provides great wealth and success... not the size of one’s library.
Foreword - Pete Williams
You must take action on the lessons, strategies and tactics shared by the authors in this book. Implement them, and create a portfolio of your own - It’s not so difficult if you follow the lead of the professionals like those in this book. Remember, they are not superheroes with superpowers or extraordinary abilities ... just mere mortals who have harnessed the advanced technology of the web and developed physical, mental, or mystical skills through application.
Author and Internationally Awarded Entrepreneur
create connection .you have to get your story right. what make us believe. This sounds simple. business or universal. advertising.0 CHAP TER ONE A Good Story. boy loses girl. as human beings. boy gets girl back. Do this right and that story will empower you. presents conflict. And it exposes a core principle of marketing: don’t just aim to create awareness or engagement. It introduces characters. most relate to. Stories are what we. struggle.online or offline .It’s That Easy: Online Marketing 3. perhaps.create empathy. services and goods as the plot points and the world as the setting for the journey that your character goes on. Begin With A Good Story. PR or communications campaign can begin . but one thing all great brand marketing campaigns have in common is they all started with a great story. its products. “Boy meets girl. Stories are how we communicate anything . Well Told. regret.” it sets up everything anyone needs to know about what will happen. Well Told BY C H R I S A DA M S Before any marketing. digital/social media. 18 . Therefore. Marketing Must. even pedantic. through all forms of marketing and communications.be it personal. a journey and an extraordinary act of redemption that wins the day (and the girl). Think of your brand as the story’s main character. infuses emotion.” Recognized the world over as one of the quintessential “story of stories. to take your customers along for the ride. What this means is creating a story about your brand or product that connects with your target audience or consumer in a powerful. compelling and engaging way. commercial.
Plot. Man vs Government. He imprinted these principles into his students with vigor.” The place in this book for storytelling are the whys. Obstacles. I had the honour of studying under world-renown poet and screenwriter Dr. When I was in graduate school at The University of Southern California’s Graduate School of Professional Writing.Chris Adams Empathy is a key element of storytelling and. Man vs Institution. Man vs Nature. must die in order for the Hero to complete the task. I will not spend time on the “how to’s. a life or death Climax and Resolution. Man vs Self).e. the to whom and how they relate to marketing and communications strategies.be it literal. The climax of a story is always a life or death struggle . tips and tactics of how to write a good story. or some aspect of someone. Mentor. I learned about storytelling and have incorporated it into every aspect of my personal and professional life since. you are reading this book to glean information from experts in their particular disciplines of marketing as 19 . Well Told . Man vs Man. Storytelling in Western Culture has roots going back to Aristotle and his Models of Dramatic Thought. he is a Hero on a Quest that has life or death consequences. From Ragan’s pedagogy. James Ragan. Why tell a story? Most certainly. wielding empathy as a core value. Obstacles are not simply things that slow the Hero down or puzzles he need solve.but it always means that someone. You know you’ve done it right when a reader/consumer immediately understands the value of what the story is telling them and how that value relates to their lives. The Nemesis is not just someone in the character’s way. They are as relevant today as they were then: Character/Hero. Nemesis.A Good Story. marketing. figurative or metaphorical . The Main Character is not just a Novice on a journey to manhood. each obstacle the Hero faces is a representation of what all human beings face on their way through life (i. but someone who is driven with every fiber of their being to cause the Hero to fail. Man vs Society. therefore. Since there are many wonderful books that speak of the basic tools. the whens.
first. The problem is.hey .perhaps even dare . “Just Do It” is a call from the Gods. now that I want to do “It”. stopping and keeping going that “Just Do It” has cemented inside of me. So. gear and footwear to help me. service or good (or do a better job of said for your clients) to customers and consumers. Say I want to take a run. The internal conversion between passive and active. And whatever “It” is. Nike is there to help. That’s how powerful this story is to marketing . if you do not tell a great story first and foremost. “Just Do It. a voice in your head. rather it can be in the business of encouraging you to commit to do something.Nike’s got the clothing. A mantra. product.you to do something. motivated me.” you are imbued with the power to take action.” in my opinion. This does not in any way mean that what you will learn is not valuable . So. Well.made me ready to go. Nike makes running shoes. Nike’s tagline has endured because Nike knows that when you read or see “Just Do It. everything you learn in this book can’t help you.Nike doesn’t need to hawk its products.it simply means: first things first. the words of a coach you once had. It is a way of life. with the exception of the visual accompaniment of the “Swoosh” logo.0 to how better communicate your brand. wear and read it. stays with me . within the context of athletics or exercise). let’s look at a great example: Nike’s “Just Do It”. is one of the greatest stories ever told by a brand. It is simple and clear. “Just Do It” is often seen on its own and not with Nike products. 20 . this little story fuels you with the momentum to get started. has a call to action. The power of “Just Do It” is in its ability to inspire .It’s That Easy: Online Marketing 3. a challenge to yourself or from anyone. If I want to play tennis. If I want to play golf or soccer or baseball or just go to the gym . I have to decide what “It” is (in this case. For. and upon getting the right gear .just like any good story. It was this little story that challenged me. It is so infused in our culture that. evokes emotion and drives empathy into the core of all those who see. they have gear for that.
Yahoo.A Good Story. Matt Cohler and Randi Zuckerberg directly. Well Told . social and digital media marketing.” Yet. including: Dan Rose.Chris Adams when I slip my feet into those Nike running shoes or put on their workout shorts or take up one of their products . Katie Germinder.to build and support community . having cut their chops at such companies as: Amazon. new features sets and launches of better user experience tools. Better.. ”Just Do It” is genius and it works.. It allows Nike to enhance my experience and encourage excellence. I was asked to be part of a team of executives and consultants recruited to take senior positions and/or perform critical functions in a then little social networking company called Facebook. nor did it consider itself in any way an “entertainment company. By using a deeply emotive tagline story. be that as it may. This aspect of storytelling .com. and it builds community around their brand. without video. agencies and PR people can support the feelings that their products give people instead of marketing their products to them. Storytelling And Social Media In 2006.I just feel faster. product improvements. LinkedIn and Apple. but the company did not have core experience with video. I know I can do It.com. Nike’s marketing teams. Zuckerberg and the founders of Facebook had built their “social utility” to a place where it had attracted its initial rounds of venture capital financing and they were doing their first series of deals.many of which could leverage video very well. 21 . I was to not only work with Mark Zuckerberg. Mike Murphy and many other top leaders. Facebook could miss out on more than just revenue.is vital in online. it could miss out on one of the most obvious (after photos at that time) and powerful traffic drivers of all time. but also with the raft of executives who had recently joined the company. effort and accomplishment (no matter how large or small).com. Stronger. Owen Van Natta.
to date.com by its then massive user-base.” “30 Days.arp.It’s That Easy: Online Marketing 3. relevant and organic part of the Facebook user experience.via storytelling? Enter multiple Emmy and Peabody Award-winning Creator and Producer. but deeply probe it from the inside. his production company Actual Reality TV (www. There were other players in the space. by and about Facebook users . Cutler had previous experience (and phenomenal success) creating such ground-breaking Reality TV shows as: “Freshman Diaries. Yet my task was not to help the engineering team figure out a way to have Facebook users view and share videos (they didn’t need me for that). Luckily. The seeds of what would become the final product: “Facebook Diaries” the first-ever hybrid reality TV/user-generated content episodic TV show (which I served as one of the Producers).” “Black/ White. So I set about to figure out how video could be a seamless.” His storytelling style and prowess seek not to exploit the human condition through artifice and silly contests. R. but not surprisingly. were planted in the soil of: can we make something for. this is when they still had just over 15 million users). but YouTube led in all relevant metrics and its videos were being shared (amongst other places) on MySpace. the answer came to me quickly .J Cutler. it was that video must become part of the reason why users would choose Facebook (remember. which.” and the documentaries “War Room” and “The September Issue. thus exposing the beauty and brutal nature of some of mankind’s’ 22 .storytelling. was pretty much the sole domain of YouTube.” This is a direct quote from Mark Zuckerberg when I asked him what he envisioned video’s place within the user experience of his site: “Make sure it’s Facebooky.tv) and Show Runner/Executive Producer.” What I interpreted that to mean was it was not just tools and platforms that would enable video to become part of the Facebook feature set. Donny Jackson. it was to “make video on Facebook work in a ‘Facebooky’ way.0 I was brought in to help Facebook embrace online video.
Facebook. We had to then collect all those videos and edit them together. review. all very germane to the Facebook experience and purpose. Jackson’s background included time working in a psychiatric ward in a mental hospital before becoming a writer. Now. In creating stories from. about and by Facebook users to put on Facebook (and its then partner’s sites). site and blog. before webcams were part of every laptop and sharing became “Share:” simply a button on every player. Facebook’s users were to answer these questions in the form of first-person video diary entries which they would then upload to Facebook (and its then partner. but this was before the iPhone. rating. Combat.com. Jackson and I were able to create not just a TV show. Users and viewers liked it enough to ask when they could expect season two. before Instagram and Pinterest. but an environment for storytelling to thrive . Eating Disorders and War. He is also a published and astonishing poet. we had to give tips and helpful hints on how to shoot your video diary entry. the show did well. such as: “Who Am I?” “What Makes Me Laugh?” “Biggest Heartbreak.even at its deepest and most personal levels. for. But there was not going to be a season two.ifc. comment and voting by other users. Being in the TV business was not the goal of “Facebook Diaries” for Facebook.” “My Memories. we had to make it okay for Facebook users to share their stories on video. The “Facebook Diaries” Team not only had to create the questions and post them online.” and more.Chris Adams most hard-hitting and troubling issues such as: Growing Up. Cutler and Jackson’s sensibilities meshed with mine perfectly and together we proposed to Facebook that we post a series of questions on the site. All this we did and the resultant eight episodes were distributed on www. Race. Cutler. nor was one ever contemplated.com). Then. to create cohesive episodes of television around the topics. Comcast Cable & Interactive) sites for viewing. the show helped to launch not only video into Facebook. Health. This all sounds like old-school now. Comcast VOD as well as by The Independent Film Channel (www. but Sharing itself. Well Told . week to week. Together.A Good Story. before the FlipCam. 23 .
“What is the future of storytelling? Immersion. Martin Bryant explores how storytelling is shaping the way in which we all live and work. integration and impact”. opportunities for new forms of storytelling are emerging.it was the stories that were important. which is right there on their Sign In page: “Facebook helps you to connect and share with the people in your life.if not overly . interactivity. Bryant posits: “As consumer technology evolves at an ever-quickening pace. frequency and power of those stories by making sharing natural.and our lives . But change is. Sometimes for the best.our behaviour changes.” Just like we all share thoughts about who we are. the Producers made sure to never lose site of the company’s mandate. Facebook’s purpose .in my opinion . inevitable. what makes us laugh and other esoteric topics with friends in the real world. after all.” please visit: http:// www. To see all the episodes of “Facebook Diaries. And throughout the entire process. Experimentation is all well and good. These were real people with real lives and real agonies and ecstasies who happened to be using a technology platform to share them with others in their world. easy and real. other times not.is to expand the reach.connected world.tv/production. but what do audiences actually want?” To answer this question. In his recent article for TheNextWeb. I found an amazing and very relevant article that crystallized much of my thinking.html?production=facebook Storytelling And Emerging Technology As technology innovations and new devices flood the market . As I examined the import of stories within all this change.com. research group Latitude has interviewed 24 .arp.most importantly the users of the then nascent site .0 Plus the Newsfeed and Minifeed and a whole series of other products and features that were either new with video or could be better marketed through video. especially in an increasingly . relevancy. For Facebook and all involved .It’s That Easy: Online Marketing 3.
332 people and garnered 3. act. the documentary video has been viewed in 204 countries by 104. Image Recognition. as the film’s main character. Smart mobile phones and devices and many other new media technologies are becoming ubiquitous. The vast majority of all this activity is online. game logic.com/ At the date of this writing. literally. though there are many videos and calls to action about various atrocities . frankly.Perhaps most interestingly. not terrified or confused. Well Told . behave and make decisions. In the video. saying: “. piped through mobile.051 pledges. digital and social media devices and platforms has. This project called for the arrest of Ugandan warlord and dictator. Joseph Kony. Near Field Communication. his own five year-old son . He created empathy. technology is increasingly mirroring the ways in which we think.590.506.including those perpetrated by Kony . 52% of participants viewed the real world as a storytelling platform. And. there is controversy around some.. saying that they’re keen on stories being told through networked real-world objects. So let’s look at a couple of recent examples I like of how storytelling. Augmented Reality. Bryant highlights the societal paradigm shift that technology has created..what made “Kony 2012” so powerful is that the filmmaker identified.kony2012. Invisible Children’s “Kony 2012” http://www. silly and stupid things the filmmaker did in the days after the huge success and global phenomenon 25 .” To put this into perspective. 3D projected environments.Chris Adams 158 early adopters and compiled a report that forms the first phase of its “The Future of Storytelling” project. augmented reality. changed the world. and the like.not the film’s namesake warlord.A Good Story. online. the filmmaker tells his son stories about the horrors of child soldiering and genocide in a way that a five year old can both understand and be engaged with. And yes.
now back to me.0 that his film became.. had never heard of. . back to me. but could.” P&G was challenging women to have the men in their lives become somehow (in this case. demanding those to watch through blatant flirtation and stunning special effects.be something like.. I see it as Lady Godiva in reverse.Look at your man..000 Twitter followers in two days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1..It’s That Easy: Online Marketing 3.. It was sincere.he chose to tell a story to a five year old and some bad things that happen in the world.. they decided on a cheeky little “story”.. clear and staggeringly honest digestion of that story...youtube. was that stuff your grandfather wore and. . The fact remains .somehow. absolute genius and spawned a number of follow-up videos that not only took the internet by storm..5 million) Sales figures increased by 107% Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010 Half the conversations came from women. including a few world-firsts and world records: • • • • • 26 80. to most people over 35’s memory.. to those under 25. via smell) associated with a man that their men will never be. he changed the world. By having a stunningly handsome man ask “Hello ladies. And through that five year olds’ simple...com/watch?v=owGykVbfgUE When P&G wanted to reinvent a brand that. now back at your man. Proctor & Gamble’s “The Man Your Man Could Smell Like” Viral video campaign for Old Spice https://www. but resulted in some staggering statistics.maybe.
Well Told . Participant Media. Jeff Skoll. The campaign .including the signature videos which look like amazingly slick commercials . And they even put their male Godiva on a horse! Storytelling As Marketing Storytelling can also be used directly as marketing. The problem that Skoll identified is that movie studios and television networks are entertainment and business entities and that. too often.” “Philadelphia. Skoll sought to change this with the film company he founded (which I helped him to build and served as Chief Vision Officer and Senior Vice President of Business Development). 27 .4 billion Source: http://metagrupodigital.thus.” citing that. the latter dictates the way money is allocated to various projects. movies such as “Schindler’s List.” “Erin Brokovich” and others .while all movies with big stars.Chris Adams • The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history” More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech Campaign impressions: 1. Skoll’s vision was (and continues to be) to “leverage the power of the media to inspire social change.were not launched on TV.shared something vital at their hearts: a social issue. In 2003. Their power came from the online community and the tools by which they shared the videos . for decades. I was fortunate enough to meet eBay’s first President and Founder of The Skoll Foundation.A Good Story.net/samuelvillegas/?p=1968 • • The magic of the campaign is that the marketers and online/digital/social media players behind it managed to “create” a “viral video” sensation by seeding the videos to various and relevant blogs. sites and platforms (such as those used heavily by women). print or outdoor. sharing the story. distributed by big studios .
” “Kite Runner. Which brings me to: 2. places and causes with trying to raise money and create awareness about themselves. By having global distribution and marquee names (often. By having major movies and documentaries with luminous stars and Skoll to tie it all together. The result: the stories are the marketing. All were powerful stories that could change the world. the company basically has two major functions: 1.” “Good Night And Good Luck.” “Murderball. Non-profits often struggle with the ever-shifting balance of executing upon their initiatives and programs to help people.” “North Country.” ”The World According To Sesame Street” and others. it is the star who brings the project to Participant as they cannot get it financed by the studios. In my view.It’s That Easy: Online Marketing 3. Participant Media partners with non-profit organizations.0 The movies that Participant “green lit” during my time include: “An Inconvenient Truth. While this makes very good commercial and financial sense.” “Charlie Wilson’s War. or whom the company seeks to star in the movies due to their association with the social issue space that the movie lived in). and Skoll knew this. Participant de-risks the chance of the movie not reaching the vast audiences it desires to take social action as a result of watching it. Participant partners with studios to ensure global distribution and generally. everyone benefits. Movies provide both the story and 28 . Audience members are both commercial and social consumers. To equity finance or co-finance movies and documentaries (and now television) that match Participant’s vision. charities and foundations whose programs and mandates are in the social issue spaces that the movies highlight. there is socially commercial intelligence behind it as well. each movie has at least one major star involved.” “Syriana.
once aware and engaged.we then can celebrate with him her and. The point of all of this is that every product. Amazon has this. Frodo Baggins. Jeff Skoll. Tablet PCs. operating systems.. Richard Branson.. MP3 players. Accept that he/she is worthy of said journey that we want him/ her to win and then. The heroes of stories are the heroes of brands and the only difference between Frodo 29 . Skoll created a new kind of company which garners Academy Award nominations and Oscars for its films helps millions of people to gain better awareness about social issues and aids non-profit organizations to better execute on their programming. every person. Michael Jordan. every brand. Visiting www.but why did they win? Because they achieved Brand Loyalty. Steve Jobs. people had pathways to act.A Good Story. Well Told . We need to become aware of the Hero.” Once you have established this. There are other computers. every service. Luke Skywalker.ParticipantMedia. retailers and social networks.” From there you move to “brand acceptance” and then onto the Holy Grail of Marketing: “brand loyalty.it’s the Hero’s Journey.. e-tailers. Harry Potter. essentially.for we/he/she has won and achieved brand/ hero loyalty. Jeff Bezos. Yet this sounds very familiar. And on and on. when we are immersed into the story . And this depends on the customer journey: what they teach you in Marketing 101 is that first you need to achieve “brand awareness. with ourselves . SmartPhones. used as massive marketing vehicles for creating awareness about a social issue. TV shows. most importantly.com will give readers wonderful examples of how movies are. movie studios. Facebook has this. place or thing needs marketing. engaging viewers to get involved and leveraging all of this through our non-profit partners to ensure that.. movies. Consider his/her path as being somehow like our own.with all the tenants aforementioned .” Apple has this. Participant Media has this.Chris Adams the call to action. you need to move the customer to “brand consideration.
For the latter. Well Told” is the bow from which they fly. Twitter. Google+. comment and add to the story. executives and professionals will give you an entire quiver of new-media marketing “arrows. Platforms like Facebook.It’s That Easy: Online Marketing 3. I would like to invite readers to contact me if they wish to talk further about storytelling and marketing and how I might help you or your business to take this critical first step on your journey. entertainment. insights and marketing. As you read further. top thinkers. as well as those about: media. their story is being written by themselves via the way in which they turn themselves and their brands into stories. What I believe is critical to anyone interested in selling anything is that that something must be the main character of a story that can be well told and then told again and again and again and still remains fresh.where readers.be it social or commercial. react. technology. “A Good Story. and technologies that make us more efficient and mobile are not just distribution outlets and communication tools. I would be honoured to be considered for your next conference or corporate event. I am also a frequent Keynote Speaker about this topic. users. They create environments and instances . social and digital media. someone else is writing their story down. Chris Adams 30 .” all of which can be used to hit your brand’s outreach targets.often in real time and the real world . consumers and viewers of stories can build upon them. The examples. creatives. business trends. The power of leveraging storytelling for marketers online (and off) cannot be underestimated. However. insights and stories above highlight how stories activate. entice and excite people to take action .0 and Branson is that in the case of the former.
He is a frequent Key Note speaker with engagements at the V21/ AIMIA Conference. their customers and users around the world. Participant Media. Digital Hollywood (both LA and NYC).Spondo. media. CTIA. His career spans working with or for some of the world’s most influential brands and companies. Amazon. living and working in Brisbane with his wife and son and is an avid reader.com) and is a published children’s author of the interactive App books: “Sam The Biggest Fire Truck” and “Cowboys & Aliens: The Kids.A Good Story. dreamer and surfer. including: Facebook. www. writer.0 Conference. Chris is pleased to have been appointed in January 2013 Global CEO and Director of Digital video content syndication company. NZ and OnHollywood Conference. Chris sits on the Global Advisory Board for The Global Poverty Project (www. Comcast Cable & Interactive. The Screen Producers Association of Australia (SPAA) and the Screen Production and Development Conference (SPADA) in Auckland. For more information about Chris Adams. Glam Media.Chris Adams ABOUT THE AUTHOR Chris Adams Chris Adams is an internationally recognized new media pioneer. X-Media Labs (Wellington. NZ and Melbourne.” Chris now calls Australia home. HBO and many others. Well Told . AUS).com/dcadams 31 . entertainment and technology executive with 20+ years of experience in creating partnerships.facebook. AIMIA Connect. please: Follow him on Twitter @DChrisAdams Friend him on Facebook at: www.com. programs and revenue-generating initiatives between and to the benefit of brands. The TV 3.GlobalPovertyProject. The Opportunity Green Conference. ideacity.
beachballmedia. To access your gift go to: www.com. www.com and Adams Kearney.google.orbitmediagroup. com/112382817599927832662/posts Check out his Vizify Page at: https://www.0 View his LinkedIn Profile: http://au.It’s That Easy: Online Marketing 3.com/chrisadams And his companies: www. A 10 step walk-through to create the ultimate story for your brand.html 32 .com/in/dchrisadams Circle him on Google+: https://plus.com/itsthateasy. Special Offer: Your Brand – The Hero’s Journey.linkedin. How to create a meaningful story for and about your brand.chrisadamscentral.vizify. Valued at $97.
Thankfully I was very naive about the learning curve I was about to embark on . selective group of people. television stations and the film industry were once the playground of the rich and powerful. The show was called 33 .and the cost that would be attached to it. I decided to make a television show. I’d always been interested in the media and was never shy about being in front of a camera so this seemed like an ideal medium. Newspapers. on the cusp of my 30th birthday.Ludwina Dautovic C H A P T E R T WO How Small Businesses Can Become Big Players By Using New Media Channels BY LU DW I N A DAU TOV I C Gone are the days when media was owned and governed by a small. Ideas were filtered by the minds of those who owned the media and the consumers were the sponges absorbing the content.How Small Businesses Can Become Big Players by Using New Media Channels . I had an epiphany. magazines. The avid consumer would be engaged and mesmerized by the products and services of companies who could afford to advertise their wares. No longer is this so. Sixteen years ago. Since the dawn of the digital era it has now put the media into the hands of the everyday person and the opportunity for small business owners and entrepreneurs to promote their wares to the mass market.
Adelaide. The topics of discussion were issues that affected their generation and how they could better explain the effects they had. After reaching the success we had in our productions.com (I wish I had bought the URL!) which was a 30 minute. We also produced a special called ‘Expose’ which covered the topic of youth suicide. We ended up producing 20 episodes that were broadcast nationally across Australia. We had a panel of six young people who had some experience with suicide along with Jim Stynes from Reach Youth and Lyn Bender from lifeline. Optus Vision. Brisbane and Melbourne. but it was a start. five camera. Needless to say we took on the challenge and Media Minds was born. Within eight days I had everything I needed to put together a pilot episode including a volunteer crew and equipment and a week later we filmed it. The channel producer took one look at the show and were impressed enough to take it on! We had full access to their studio and camera gear for location shoots.25 year olds.0 ‘Straight Talk’ and was a panel type discussion show aimed at 18 . live to air production. had a community channel attached to it. 34 . Media Minds was a hands-on video production workshop for upper primary school students that we ended up hosting in over 300 schools in three states in Australia .It’s That Easy: Online Marketing 3. Optus vision asked if we were interested in creating an educational TV program for primary school students and if so they’d provide us with an outside broadcast van as a form of sponsorship. I had no idea what I was doing but was passionate enough to know what I needed. Needless to say it was absolute crap. our then new cable network. We then produced another show called TV. Thankfully I’ve always been into making things look visually appealing so I had a groovy show introduction produced and little did I know at the time it would be my saving grace! At the time.
a computer. The content is produced in its form and then delivered via an online channel. but even if you produced a video podcast as opposed to an audio podcast. tripod and microphone cost around $15. Essentially with around $200 I could set up a media channel with content produced at home with a good internet connection and some peace and quiet! A far cry from the days of In Focus Productions and all my production costs attached to it. small business owner. In iTunes 35 . I realised that while I was recuperating I needed to find a way to keep my brand alive in the market place. you can still do it all with your smart phone and a good microphone! Types Of Media Channels Podcasts – As previously mentioned. In reality.’ A podcast by definition is an audio file (radio show) that is made available via a RSS feed (real simple syndication). in this case audio. and have instant access to the available content whenever you like.000. I needed something I could do in my pyjamas! I thought ‘I’ve got my voice. I also had to pay my crew and fork out for other associated costs. There are many online podcast channels that you can stream your content from but the most popular one is iTunes. Once you’ve subscribed. my super VHS camera. editing suite. To paint you a picture. Skype and a couple of other programs. Fast forward 13 years. resources and money. and a good headset. media was only for those who had the time.How Small Businesses Can Become Big Players by Using New Media Channels . you can sync it to your portable music device or smart phone. You can imagine how prohibitive the costs were for the average. a computer.Ludwina Dautovic This was back in the days of analogue technology. Now admittedly video is a little fiddly. It allows you to subscribe to the content. Whilst recovering from a serious illness. all I needed to produce an audio podcast show. All I needed to record a show was a headset with a microphone. podcasts can be either audio or video.
linked them to my 36 . If you have the right keywords. love YouTube! I created my first YouTube channel in around 2008. In other words. This is a fabulous use of technology as it can then be conveniently consumed at their leisure. we have a full membership site showing you step by step how to plan.65 billion dollars in stock. It now has over 100 videos and receives regular visits and comments.0 you can create a podcast show that people can subscribe to giving them access easily and effortlessly. love.com/itsthateasy. YouTube is a fantastic media channel as it’s so damn easy to use and they are continually upgrading and making changes to simplify your experience. YouTube is also a great SEO tool (Search engine optimisation). it can be consumed in their ‘down’ time as it doesn’t require you to be viewing while listening. produce and publish your own podcast show – www.HowToPodcastLikeaPro.It’s That Easy: Online Marketing 3. YouTube Channel – I love. If it’s an audio podcast (which is my favourite) then it can be listened to when driving the car. walking the dog or cleaning the house.ItsThatEasy. Heck.html to get some free tips on how to best optimise your videos). In 2006 Google bought YouTube for $1. you can even edit inside YouTube now. (Go to www.au to listen to interviews of all the authors of this book in our iTunes podcast) If you’d like to learn how to produce your own podcast show.com. I have personally uploaded videos to YouTube.com. description and links on your video it will make a massive difference to your websites ranking and to the amount of traffic you’ll get to your site.ludwina. With Google being the leader in search engines you can only imagine how beneficial it is to have your videos linked from YouTube to your website. (Go to http://www. every time the smart phone is connected it will automatically sync. By simply subscribing to your podcast show and syncing it with their smart phone.
Ludwina Dautovic website and by the next day Google had not only indexed the video but ranked them highly for my search terms. to be eligible to become a YouTube partner you’ll need to ensure that: • • • The program has launched in your country You upload original. Online Magazines – Although I haven’t personally produced an online 37 . If you take a look at one of our YouTube channels – http://www.How Small Businesses Can Become Big Players by Using New Media Channels . quality content and are monetising at least one video Your video content complies with their terms of service and community guidelines and you have reviewed their copyright education materials. It turns out they’ve watched a lot of my videos on my YouTube channel. As the marketers would say. They get to see you. if you can take care of the ‘know you. I often have experiences where people who I’ve met for the first time will hug me (literally) as though they know me well. Each episode of Red Tent Radio has a 5 minute promotional video made which we host on our YouTube channel. com/user/RedTentRadio and see how we’ve linked up our iTunes channel with our YouTube channel. like you and trust you’ factor then you’re all set. According to YouTube. This enables you to monetise your videos by allowing relevant advertisements on your videos. hear you and connect with you personally. In the description of the video we add the website link AND the iTunes link. Google owns YouTube. In order to be paid you’ll need to associate an AdSense account. YouTube is linked to both our website and iTunes channel therefore increasing the SEO and exposure of the episode. Once you are eligible to become a partner you can choose which videos you would like to monetise.Youtube. Apart from the SEO benefits it allows you to engage with your market in a unique way. Another benefit to having a YouTube channel is you can now become a YouTube partner.
Although these two magazines are available without cost. Imagine lying by a pool with your iPad reading your favourite online magazine.0 magazine. To create an online magazine there are a number of software programs available online. I have contributed content for two – Dare Online Magazine (www. With a click of a button the magazine is distributed worldwide without distribution or print costs. The experience of the online magazine now becomes not only engaging and interactive but is downloadable anywhere at any time. You enter your details and instantly you’re connected. The success of these magazines has created media channels for both businesses. Another advantage to an online magazine is the software allows you to add audios and videos along with clickable links making it a purely interactive experience. Both magazines have been produced using content created by various contributors and pulled together as per a traditional magazine. for free or at a very low cost. these businesses have supported me by publishing my content so I can speak about them first hand. This is priceless. Although there are a number of magazines I can use as examples.It’s That Easy: Online Marketing 3. you can sell your magazine via the iTunes store and your website. Most have free trial offers followed by a monthly subscription. It has a clickable link that takes you directly to a special offer page on the author’s website.com) and The Internet Marketing Magazine (www. You see a video attached to an article and watch it there and then.DareOutLoud. InternetMarketingMag. When I did a search for ‘digital magazine software’ or ‘online magazine software’ it came up with a number of sites offering free trials of 38 . With magazines such as these advertising can be sold creating a source of revenue for the publisher. All of a sudden you have an online media channel that can be accessed instantly and globally. Opting in is a requirement to get full access to all issues which increases their database and potential business growth.net). The reader can comfortably read the magazine on their iPad giving it the experience of reading a real magazine.
How Small Businesses Can Become Big Players by Using New Media Channels . Zite allows you to give the thumbs up or thumbs down to content based on your taste ensuring that it doesn’t pull in that content again. you can end up with an online magazine. Paper. Overtime it gets to know what you like giving you personalised customisation. the average person can easily create an online media channel by curating existing content and then easily sharing that content socially online. 39 . Once you have selected the type of content you’d like to read it pulls that content into a flip style magazine format. The content continually updates in both programs ensuring that your content is fresh and relevant. Depending on what program you use. they are not the only ones that exist so do some research and find one that suits you. I can now say goodbye to those expensive print magazines. Online Content Aggregation Online content aggregation is essentially the process of pulling content from various websites and social media and pulling it together in one place. Online Content aggregation has been around for many years. I’m going to highlight a few content aggregators and some of the benefits and features in my opinion. Flipboard or newspaper with content that is selective and relevant to your niche. Now with the advent of user friendly programs like Zite. Flipboard. However. Google news and Yahoo are prime examples of how you can successfully pull content from various streams online.li and more. The programs are interactive and allow you to share the content via your social media sites or email.Ludwina Dautovic various types of software. Having tested both I have to say that I love. love. love Zite. Zite And Flipboard Zite and Flipboard are similar online content aggregators available in the iTunes app store.
When we decided to create this book as the first in a book series. You can also pull in content from your RSS feeds (real simple syndication) and the web. www. very little profit margin and the need to have a publisher to distribute your book. Gone are the days where publishing a book meant a $10.000 investment. it’s that easy. Paper. photo. 40 .li you can customise your newspaper with your logo. Think of the ideas you’ll gather for your blog posts and the quality of content you can gather for your subscribers and database. they are a type of content channel that can be purely aggregated and compiled online. name and description. You then decide how often you would like your newspaper to be updated and released similarly to Zite and Flipboard. By utilising all the forms of online media channels I have mentioned.li allows you to aggregate content from your social media sites including Twitter.Paper. production time or costs and. This allows you to decide what content you want to include in your online paper.It’s That Easy: Online Marketing 3. All this can be done in as little as five minutes – It’s that easy! Online Publishing Although books in and of themselves are not an actual media channel. interactive and relevant content at no cost AND share it with my Facebook friends and twitter followers. You can generate a subscriber list giving you the opportunity to build your database and inform readers when a new edition of the paper has been released. This is a simple media channel that doesn’t require technology skills.. With Paper.0 Now all I do is open up my online magazine where I have continual engaging. we considered how we could break all the rules of publishing and utilise the many resources available. producing a book can add a lot of value to those channels.. Google + and YouTube. Facebook.Li As with online digital magazines you can create a specialised online digital newspaper.
It is a form of distribution for content and ideas and needs to be treated as such. website and iTunes. Now more than ever it’s crucial that you have a media channel where you can engage with your market and they can engage with you and your content. Your customers and clients are going to expect it more and more particularly because of the uprise in usage of 41 . By incorporating all the online media channels into the promotion of our book. We’ll have promotional videos that will be hosted on our YouTube channel.How Small Businesses Can Become Big Players by Using New Media Channels . If used correctly your social media channels can become a strong force in your overall online marketing strategy.com. it is worth mentioning that you must be actively engaging in your chosen social media channels and considering them as such when doing so. We interviewed all the authors. however.Sourcebottle. we then created our marketing strategy that incorporated our online media channels to support the promotion of the book. Social media has been adequately covered in this book so I won’t go into it.Ludwina Dautovic Once we had confirmed all the contributing authors via online source sites like www.com and www. Why Should Your Business Have An Online Media Channel? Now that you have a clear picture of what is available in the online media space and in some cases how easy it is to develop your own media channels.HelpaReporter. turned that into a podcast show and have made it available via our RSS feed. all of a sudden the book becomes a catalyst for creating a dynamic media channel network. We have a private Facebook group where the readers can network with the authors covering the social media space and much more. it should be clear how valuable your media channels are to your online marketing strategy. Social Media Social Media is a media channel in and of itself.
I created a webinar series called www. Ask yourself. Be Known As The Expert In Your Field A media channel gives you the opportunity to be known as the expert in your field.0 social media. Once Red Tent Radio began to increase in listenership. Because of my expertise as a podcaster I managed to pre-sell $10.com.HowToPodcastLikeaPro. written. You can now create a worldwide distributorship at a very low cost 42 . audio or video. networking and email marketing. I had to actively seek out clients by advertising. Streaming audio or video content now is easier than ever before.000 worth of tickets to the webinar series even before I even wrote the program. Red Tent Radio. Prior to starting my podcast show.It’s That Easy: Online Marketing 3. It enables you to distribute content through various forms i. Online magazines and newspapers can be sent with a click of a button.e. ‘What are you an expert in? How could you present that via a media channel and become known as the expert in your field?’ Think about this. The following show the many benefits to your business by having your own media channel. the go to person and the influencer in your industry. One of the main services I offer is online business coaching and online marketing. a six week program teaching people just like you ‘How to Podcast Like a Pro’. I no longer had to prove to people I was the expert in my field as the success of my show was doing it for me. my clients increased organically. Eight months into its release. I was then seen as an expert in Podcasting. promotions. If you’re not doing it your competitors will be so why shouldn’t it be you? Build Your Reputation Worldwide Online media channels allow you to easily distribute the content worldwide. and get your message out to thousands if not tens of thousands of people globally.
this is proven time and time again. That has more value to me because if someone gives me their details to stay connected without a reason then the action is intentional. they are continually listening to my voice and what we have to offer. This approach has more than doubled our list and increased our sales exponentially. upcoming guests etc. We decided that our show would focus on building our brand. That way they never miss an episode. I wanted to give the show away without any obligation to sign up or pay for it. One of our biggest fans is in Spain. At the end of each episode we direct people to our site to join our list so they can be updated with offers. Some podcasters have their listeners sign up before getting access to the show and this will depend on whether you want it as a lead generator or brand builder or both. We made that decision so we could use the show to build our brand. We have a massive following in the USA and the UK. That way our listeners would appreciate the value and then opt in.com. The moment I say I have a global radio show the attention of the person I’m talking to 43 . MenorcaBlue.How Small Businesses Can Become Big Players by Using New Media Channels . Some of our biggest fans of Red Tent Radio have been in countries other than my own. It’s phenomenal the scope of reach we have because of something as simple as an audio file not to mention a new holiday spot and a friend to show me around! Increased Brand Awareness And Lead Generation Our podcast shows are free for people to access. We also encourage our listeners to leave a comment on iTunes and to subscribe to the show. Perception Is Reality Perception is reality .Ludwina Dautovic and with little effort. She also gives us feedback and shares ideas on how we can add even more value to the show. Vanessa contacts me regularly expressing her appreciation for the show. Vanessa Jeny from www.
access as an A list guest or if I’m wanting to impress someone for a business venture. In their eyes all of a sudden I become significant and well connected. It’s not the main reason I do the show. I learned very quickly how valuable the online media channels are to the traditional offline public relation firms. Most are still operating within the traditional offline PR model and not utilising 44 . invites to the VIP after parties and the tickets are usually gifted. I’m often invited to VIP events and business conferences as a VIP guest! I get preferential seating. the fact that I own a successful media channel gives me more brownie points than the total of all my achievements including the multiple business awards I’ve won. It happens every time.It’s That Easy: Online Marketing 3. I really wasn’t expecting it because I felt that online media didn’t have the same pull as offline. the amount of offers I receive now has more than doubled. they find out I have a media channel and within minutes people want to meet me in the hope they get on my show. Be Invited To Vip Events And Business Conferences This is the fun part. Regular Interview Invites Once you become known as the owner of a media channel watch out for all the interview offers that start to come your way. When I’m at the events the same thing happens. Have Pr Agencies In Your Back Pocket This has been a surprise response to having a media channel. I have been interviewed on multitudes of podcast shows globally. These offers will come from all over the world.0 increases exponentially. If I want entry into an event. Although I was interviewed prior to my podcast show. but it is a lot of fun. I’ve been interviewed for online digital magazines and I’m also a regular writer for many magazines and blogs.
Again. veteran TV presenters.Ludwina Dautovic the benefits of online. Vince Colosimo. and Robert Rabiah and directed by Michael Rymer (Battlestar Gallactica. The other benefit is that after creating such great rapport with guests through our interview. you’ll find that the PR agencies will bring them to you.How Small Businesses Can Become Big Players by Using New Media Channels . I often go on to create joint venture partnerships and business deals with them. It’s the hope of the PR agency that I’ll invite them as guests on my show. The perception that people create is that I must be as successful as my guests and they form a connection. Vince and Robert along with the two producers and one of the three camera operators Jordan Dautovic. If your media channel is an interview based format like Red Tent Radio. As a direct result I was able to interview Michael Rymer. 45 . I’ve interviewed CEO’s of major corporations. Sigrid. One in particular regularly invites me to a gala event with two VIP tickets giving me the opportunity to meet and greet some of the top business people in Australia. It gave Red Tent Radio quite a boost and I was then able to say that I’d interviewed Australian film royalty! Success By Association One of the intriguing benefits of having a media channel is success by association. multi award winning business owners. you’ll find it’s not only easy to get interviews with highly successful people. film directors and A list actors and directors. international bestselling authors. perception is reality. Angel Baby). I was recently invited as a press guest to the Australian premiere of an Australian independent feature film called ‘Face to Face’ that won over 30 international film awards with an ensemble cast staring Sigrid Thornton. I have been contacted by some of the largest PR agencies whose clients are major corporations in Australia.
YouTube channel and ITunes. If you’re a natural born writer then consider an online digital magazine. Remember that we have a number of free resources on our site which will help you to create your own media channels. However.com/itsthateasy. Now some of these mediums are a little more technically challenging than others but you’ll find that you’ll be drawn to one particular type of media. Technology has changed dramatically and it’s putting it in the hands of the everyday consumer. I’d like to see. Our organic ranking from each episode has Red Tent Radio indexed on more that 21. Run with it. Ludwina. each of our episodes are indexed by Google very quickly. And as I mentioned at the beginning of this chapter. Once you have. If you have any questions about choosing the right media channel for you go to www. there is a screen grab of the search results on the special tips page at http://www. If you are an auditory communicator then audio podcasts will suit you better. In Conclusion Remember the premise of this book is that ‘It’s That Easy’? It is. which converts into $$$. I dare you. which brings bring traffic to our site. If you’re a visual communicator then get yourself in front of a camera and start shooting videos. what I spent $15.0 SEO This has been one of the benefits I have found to be the most productive. html) By using a SEO strategy that links our website. Go with what you’re naturally attracted to and it will be easier for you to master. move on and tackle another. (We are in the process of changing the Red Tent Radio site over to different web software so this figure may change shortly.000 on for equipment in my previous career as a TV and video producer I can now do with my iPhone. hear and read your content once it’s published.000 (as of today) sites globally.com and email your question.It’s That Easy: Online Marketing 3. It’s just a matter of choosing the right medium that suits you. your personality and your technology skills. 46 .ludwina.
Her entrepreneurial career has spanned two decades and began with a TV and video production ‘In Focus Productions’ that saw her independently produce and present over 60 episodes of television that were broadcast nationally on Optus Vision. Australian Home Based Business of the Year 2009. digital and new media resources showing businesses and corporations how to create their own media channels backed by an online marketing and social media strategy. 47 .Ludwina Dautovic I look forward to seeing the next wave of media moguls and engaging with you via your media channel. Ludwina is also the host of Red Tent Radio. Ludwina then developed ‘The Red Tent Woman’ which was a national women’s business network where she hosted networking events in various locations across Australia and provided business coaching support and resources for women in business. Ludwina Dautovic ABOUT THE AUTHOR Ludwina Dautovic Ludwina Dautovic is a serial entrepreneur who values meeting great ideas with great people. She has now ventured into developing her own brand ‘Ludwina. com’ which provides online. Australian Coach of the Year Finalist 2010. She is also about to launch her new podcast show ‘Switched On’. Ludwina has won four national business awards: MCEI Marketing award for Women’s Business Category 2009.How Small Businesses Can Become Big Players by Using New Media Channels . a global podcast show featuring successful business owners from all around the world.
resources and techniques that will get you started on producing great content for your media channel. She can be found at www. You can contact Ludwina via email: ask@Ludwina.Youtube.ludwina. She has also been accredited as a Master Coach which is the highest accreditation in Australia due to the many hours of business coaching support she has provided to multitudes of businesses across Australia.0 listed in the Anthill Top 100 Most Innovative Businesses in Australia 2011 and has been listed in the ‘Who’s Who of Australian Women’ four years running.html 48 .com.It’s That Easy: Online Marketing 3. This audio has ALL of Ludwina’s interviewing tips.com/LudwinaDautovic LinkedIn: http://au.ludwina.com/LudwinaDautovic (new channel) Special Offer: All good media channels require great interviews.com/in/LudwinaDautovic YouTube: http://www. Get the audio on ‘How to Interview Like a Pro’. valued at $97.com Facebook: http://www.facebook. To get your free gift go to http://www.LinkedIn.Twitter.com/itsthateasy.com/OnlineDigitalNewMedia Twitter: http://www.
” Truth be told.Social Media Savvy: Connect and Engage in the Digital Age . you’re not far off the mark. I don’t see the point of it. we’ve reached the point where the use of words such as Facebook and Twitter have reached the masses and most people would have some idea of what you meant if you told them to “Facebook” you. Let me explain. but social media has nothing to do with social media.Wendy Chamberlain CHAP TER THREE Social Media Savvy: Connect and Engage In The Digital Age BY W E N DY C H A M B E R L A I N It may surprise you. 49 . Probably the two questions I am asked the most are: • • Do I need to use Facebook? then How much time do I need to spend on there? Both questions are quickly followed by “I don’t have the time anyway to be using social media. As a society. Society has reached mainstream adoption of the technology.
be careful who you are listening to for your social media advice. You need to ask one magical question… Are your target audience even on Facebook? And if they are. are they on it for business? If nothing else. there is a misconception out there (spread by. A 15 year old who tells you LinkedIn is a waste of time may not have the industry experience to back up such a claim (and yes. those with a vested interest in the outcome) that Facebook is the messiah of social media for anyone in business.It’s That Easy: Online Marketing 3. this is a true story – told to a client with a business directly targeting those with high disposable incomes AKA LinkedIn users!). their tablet or even those good old fashioned desktop computers provided to travellers for a spot of internet browsing before they board their plane. even if they are yet to use any of them. YouTube). What I’ve noticed is that in the majority of cases. If you did so via an airport. LinkedIn. unless you have taken the time to find out what most people have never bothered to discover. no doubt you’d have passed by dozens of people with their noses buried in their smart phone. Why Facebook Is A Waste of Time That’s right – Facebook is a waste of time if you are using it for business. shall I dare say. That is. They’re checking out what their friends and connections are doing while sharing where they’re going and what they’re doing. Think about the last time you travelled. 50 .0 What this means is that most people will now have at least heard of the larger social networking platforms (such as Twitter. these people are logged in and using Facebook or Twitter. Facebook. You see.
fall in the B2C category? That is.Wendy Chamberlain “If you’ve got a business. they cry! Or do you? Here’s the rub. where you are looking to get in front of other business owners. Business to Consumer. where they are interested in buying something. colleagues catching up with colleagues and businesses trying to tap into the vast volume of the 900+ million (and counting) users of Facebook. So how do you make it work? How indeed. Facebook is mainly used by friends catching up with friends. Reality Check Please! Did you know that the vast majority of users on Facebook. unless you are “doing” social media right AND unless you’re actually on the right platform for your target audience. But what you’re not told by many of the savvy Facebook and social media marketers is.Social Media Savvy: Connect and Engage in the Digital Age . Ask yourself: “Are you using the right social networking platform for the outcome you are looking to achieve for your business”? So when business owners ask me “Does my business need a Facebook fan page?” often the answer is no. So if your main target audience for your business is B2B (Business to Business). Not unless you’ve got the time to invest in making it work and not unless you’re 100% sure that Facebook is where your target audience hangs out and is the best place to connect with them. you are wasting a whole lot of time (and possibly a lot of money). More on that in a moment… 51 . you’ve got to be on Facebook”. then there are other social networking platforms that it may be far better to be spending your valuable time on other than Facebook (LinkedIn and Twitter immediately come to mind).
52 . Social media has just added to the information overload. and well. Let me ask you this – when was the last time you were able to get through your email inbox? Not just moving stuff into folders to action sometime in the future. You see. The room was filled with very successful. Most are busy enough trying to keep all the balls in the air to run their business in the offline world. anytime. Each of us are now bombarded with so many pieces of information. we’ve actually given ourselves the ability to tap into anything. there’s a tipping point regarding the amount of information we can digest at any given time. The topic of social media was raised. from so many different angles and avenues that Joe and Jane Bloggs user can no longer cope. very savvy business owners. It’s our brains’ way of coping.0 Digital Age … Digital Overload I recently attended a high level workshop. all with the flick of a finger or one-click login (ever used Facebook to log into another. The question was asked “Who finds using social media tedious and a waste of time?” Pretty much every hand in the room was flung into the air. Remember the remark I shared earlier? Most business people simply don’t have the time to be spending hours online. but actually to have an empty inbox with no pending tasks? Have you ever achieved this nirvana? Now add social media to the mix.It’s That Easy: Online Marketing 3. we’ve tipped. Often times automatically. So we filter. unrelated website?). so we’re not even aware we’re doing it. With the advent and ease of use of all those handy gadgets and mobile devices.
o) Social Media is not about the Media. You scan the room for anyone you know or a friendly face. We wouldn’t like the word getting out… . or how you drive the vehicle. Connecting and engaging on a social networking site is key. It’s all to do with the Social. An example. not Social Media. And this is where most people miss the mark. It has nothing to do with the platform you are using (Facebook. the vehicle if you will. Social Networking is actually what we should all be doing. Media simply refers to the platform.Social Media Savvy: Connect and Engage in the Digital Age . Aha! You see someone and head on over and say “Hi”. if I may. LinkedIn. marketers probably deserve a good slap for propagating the use of the word Media over Networking. GASP! In fact. Pinterest et al) and everything to do with HOW you are engaging on said platform. You arrive at the event. You’re off to a live networking event — you know the ones we all used to attend before it was considered “social” to sit faceless behind a computer and “network” online. because I’m going to whisper this to you. Google+. Networking refers to how you engage on the platform. And that’s the secret. 53 . Twitter. collect your name tag and enter the throng.Wendy Chamberlain Now you’re being told you need to master the online world as well? Let me share a Secret with you… Lean in.
It won’t work. You’ve got a room to work! Sound familiar? Most of us know the slick “sales” networker.0 As you meet people throughout the event. You chat and connect and see if there are ways you possibly can help one another in business or connect each other to those that would be mutually beneficial. apply this to the online world. Here’s what you don’t do… You enter the throng. You swiftly move from one person to the next. not allowing them to start a conversation but making sure you firmly thrust a business card into their palm before you move onto the next target. How their day has been. Themselves! Now. We’ve all seen them. you smile. No time to chat. It doesn’t work. shake their hand and ask them about what they do. Auto updating into a group spruiking their latest bottle of snake oil that promises to cure all that ails you. What they’ve been up to.It’s That Easy: Online Marketing 3. The pop-up chat box stalker that you don’t know from Adam but that wants to be your best friend to get you to like their fan page. Some of you might even have BEEN one of them (not now. now that we know better). 54 . of course. business cards clasped firmly in hand. It’s the person in the room that we all avoid because we know they are there for just one reason. Why? Because you haven’t engaged and connected with your audience. How many times have you seen the slick “sales” networker weaving their magic on a social networking site? Friending without saying hello.
we often forget to take a moment to engage with those we’re connecting with. follow. 55 . With social media being the all singing. Slow down. a video. It’s not about click. Social Media is about knowing how to communicate with those you’ve connected with.Social Media Savvy: Connect and Engage in the Digital Age . click. Ask yourself “Who can I create a connection with today?” Everybody has an opinion and everybody likes to be heard. click. an image. Knowing what type of information they want to receive from you and how they like to receive it (a comment. a forum to share and be heard. Twitter or Google+. there’s going to be someone online somewhere across the globe that you can connect with. after all. irrespective of where we are or what we do.000 friends or followers. so whether you’re an early bird or a night owl. It gives us all. friend. And that’s the secret – connection. It’s available 24x7. click. That is. What most people DON’T do when they venture online into the social networking world is to stop long enough to create that connection with a person before asking them to do something (usually to their own benefit). the power of social media. an audio). all dancing beast that it is (distraction anyone?). click. It’s not about whether you use Facebook. It’s not about whether you have 100 friends or followers or 10. Stay focused.Wendy Chamberlain Face to face networking works because you are able to connect with the person in front of you.
a seat to sit in while you drive. in order to convey your message and engage with them online. Twitter. How you drive it does. headlights. the world is your oyster. Enjoy. What differs is the route you take.It’s That Easy: Online Marketing 3. it’s going to get you where you want to go. That’s your engagement on the platform you choose. They’re too busy talking. But not you. Most people don’t. 56 . Connect. LinkedIn or somewhere else. That’s purely the mechanics of social media – it’s what’s under the hood of the car you choose to drive. They all give you a forum to connect with others. a steering wheel. It’s about knowing how to connect sincerely and genuinely. They all allow you to find friends. The type of car doesn’t matter. talking and no one else can get a word in. be it Facebook. Fundamentally. each social networking platform is the same. You now know the secret. talking. How you get from where you are right now to your desired destination. follow them and share what they’ve shared. No matter the make of car you drive. If you can understand this fundamental principle of social media and social networking. you’re dealing with pretty much the same thing – four wheels. Think win: win. seat belts … the mechanics.0 It’s about finding the right people on the right platform. Whether you drive a Mercedes or a Ford. Engage. And they never will. But you have to tell it (drive it) to get it there.
57 . in Wealth Creator Magazine. So drop me a line and say hi. With over 17 years of experience in the Information Technology industry and a degree in computing. trainer.Social Media Savvy: Connect and Engage in the Digital Age . six figure job with its $45 million budgets and gut wrenching stress and started an online community inspiring business owners everywhere. Wendy threw in her high-powered. You’ll find a comprehensive list of the social networking sites I frequent that is bound to include your favourite platform. if you’d like to connect with me. on ABC Radio and co-authored four books.net. Wendy has appeared on Foxtel TV.WendyMoore. Inspired by a desire to educate and empower others and driven by a need to follow her passion. Wendy Chamberlain Your Online Engagement Strategist ABOUT THE AUTHOR Wendy Chamberlain Wendy Chamberlain is a sought-after speaker. including The ‘Path to Success’ with other luminaries including Mark Victor Hansen.Wendy Chamberlain Speaking of which. Wayne Dyer and Brian Tracy. international bestselling author and online engagement strategist who is passionate about showing business owners and entrepreneurs how to be seen as an expert to position yourself as a thought leader and to get in front of your target audience. :o) With warm regards. feel free to head on over to my blog: www.
head over to www. Special Offer: If you’d like to discover the 7 Facebook Mistakes most people make (and how to avoid them). 58 .WendyMoore.net/ OnlineMarketing3-0 to pick up your free eBook (valued at $127).It’s That Easy: Online Marketing 3. influence decision makers and be seen as a thought leader.0 Wendy Chamberlain is the founder of Savvy Web Women and creator of the Savvy Online Engagement Blog www.WendyMoore. all via the use of social media. net – the information packed resource that shows business owners and entrepreneurs how to use online strategies to connect with key stakeholders.
friends .you have to get your story right. to whom and how. The challenge now is how best to market it. And it exposes a core principle of marketing: don’t just create awareness or engagement. Stories are how we communicate anything . they create a connection. Apps are the closest thing we have that mimic the real relationships we have.” Apps don’t just create awareness or engagement. PR or communications campaign can begin . therefore. The line that jumped out at me was “…don’t just to create awareness or engagement. 59 . Create empathy. create connection. In the opening chapter. business or universal. Apps create a real-world and realtime connection between users and brands. Marketing must. well told”. create connection. advertising. Chris Adams wrote: “Before any marketing. digital/social media. They ARE a connection. information.be it personal. commercial. I will assume you have already identified a market need for your App. and you are in the process of specifying it or at the point of launching into the market.everything.online or offline . data.Julia Delany CHAP TER FOUR Marketing ‘AppSide’ Down BY J U L I A D E L A N Y In this Chapter of ‘It’s that easy: Online Marketing 3. games. begin with “a good story.Marketing ‘AppSide’ Down .0’.
Fairfax and News Limited. I am often asked. traffic and experiences. telling you so many important facts and figures by just using your app. It is an unparalleled level of intimacy. prior to building. ‘Sharing’ and ‘Checking in’.It’s That Easy: Online Marketing 3. It delivers this through its’ unique ability to engage with the customer on their device. through real time data. What are your drivers? What can your App help your business achieve? You need to be clear on what your objective is. via ‘Geo-location’. your customers can be profiling themselves for you.0 Have you asked yourself what the objective of building your App is? • • • • • To drive or increase revenue Lead generation Added value to an existing suite of products Customer retention Or a new business altogether What Are The Benefits Of Building An App For Your Business? I have worked with many diffident businesses over time. By listening to their noise. from Optus and APPT. dependent on their life cycle and product life cycles. This level of engagement means. 60 . marketing and investing in your App. You can understand where your customer is. what they bought and possibly even why. that whilst you are sleeping. who they are with. Each business has different drivers. why an App? Why not a mobile optimized web site? The simple answer is that an App creates an always on connection. their App experience becomes more rewarding and your profitability grows. possibly what they are watching via ‘Tagging’.
In my opinion this requires a laser sharp focus on distribution of your App to your target market. People don’t stay logged into the web on their computer or mobile device all the time.Julia Delany Compare that to a web based experience. is not. for a myriad of reasons. The Limitations Of Traditional Pr And Marketing For Apps.0’ I will take you through the learning experiences from the marketing of our most recent App. The App community is vital to the success of your App. 61 . These two elements are key to marketing your App. the pricing of your App will be pivotal to sales. social and digital media marketing. increasing downloads and longevity of the connection with your customers. Even if they tried. ensuring click through’s convert to downloads. but not least. Logging into a website site each time you want to share. It’s just not the personal experience a customer wants.Marketing ‘AppSide’ Down . Throughout this chapter of ‘It’s That Easy: Online Marketing 3. Pricing your App well. Cowboys and Aliens The Kids. whether it be due to cost of download data or for security reasons. most sites would have to log them out after a certain amount of time or inactivity. Chris Adams wrote of another key aspect of storytelling that is to build and support community . Last. Apps are intuitive.which is vital in online. will ensure that you maximise every dollar spent in your marketing budget.
animation and picture manipulation throughout a storyline that encourages friendship through sharing.It’s That Easy: Online Marketing 3. colouring and painting. sights.99 (afterwards reduced to $US1. sounds and wonder. pictures and painting Customisation with photos and voices of your children Storyline – positive theme for kids and people of different Sharing by posting through social media to sites like Facebook Create and send post cards from customised pictures to friends.99) Launch: August. Price: $US4. spelling and animation on each page Personalisation of narration. The Key App Features • • • • • • • 62 Narration.0 Case Study: Cowboys and Aliens The Kids App Title: Cowboys and Aliens: The Kids Device: iPad and iPhone Category: An interactive storybook application for children aged 3-8. 2011 What type of App is it? A “world first” feature-rich entertainment based educational app that provides children with an engrossing and immersive personalised experience of colour. Games and Game Logic . It features activities such as individualised narration.
Julia Delany Download a copy of the App here: www.Marketing exposure and leverage • • • • • C&A film and brand synergies – leveraging the $100M film marketing budget Strategic alliance with Starlight Foundation Strong editorial and viral presence due to above features Dedicated app marketing specialists Limited cash budget What we should have focused more on from the beginning was the App Specialists. I believed that we had this part of our communications’ strategy all stitched up. 63 . quite the opposite. was not as big a ‘hit’ at the Box Office.isbx. in fact. we found the $100M of Marketing. the movie.Growth of App market for children aged 3-8 years is significant • • • Over 30m eBooks downloaded through Apple iBookstore to March 2011 Amazon announced sales volume of eBooks now exceeds physical books Highest selling eBooks are for mostly for children Coming from a Media and Technology background.com/cowboys-and-aliens-the-kids/ The Resources . The Market . as many media outlets were disinclined towards the brand.Marketing ‘AppSide’ Down . We were soon to realise that our focus had to shift rapidly to dealing within App specialists and the realm of the App. when ‘Cowboys and Aliens’. However.
personalization and social connectivity into a simple story of how boys meet. should they meet. “The Native American” and “The Alien” were doing. and the Apple App Store subsequently launched on July 10.4 at its height to 8. playing with their toys and. The iPhone was released more than five years ago without the ability to install apps on the phone.that of what the imagined children of the movie’s main characters “The Cowboy”.to play.It’s That Easy: Online Marketing 3.both kids and parents . but the number of applications quickly grew as people saw that third-party apps were able to address the needs of even small groups of users. become friends and overcome differences.000 applications in the iOS store alone. Our App was inspired by the movie. however due to emerging competition. We wanted to leverage the App dominance of games.4 in June 2012. they would be naturally curious and want to both brag about and share each other’s toys.0 due to the lower than expected reviews and ticket sales. We imagined they were boys like any other boys. but told a very different story . animation.000 applications available. 2008 – one year later. This is where storytelling and the power of Apps intersect. The Android App Market is on-boarding thousands of Apps 64 . share. Apps are very interactive by nature. This led us in the direction to creating the most interactive and featurefilled App in the children’s book category which would allow readers . Let’s Put This All Into Context. Reading a book is a passive experience. The Apple App Store currently has over 650. Only 500 applications were available for download at launch. interact with and read the book over and over with each time being new. the number of downloads among the top 200 most popular applications per available app in the Apple App Store for iPhone decreased from 15. Source: Distimo So there are literally well over 600.
I believe it to be the 4 Ps of marketing AppSide down. on average. These Specialist Marketers use specific online sites (which are App centric). however. I refer to these Marketers’ ability to influence the App centric consumers and the App community as ‘Appfluence’ . but not easy to locate. engaged customers. has a more ‘mass market’ approach and does not have much more than a search capability. Newest. crowdsourcing and viral marketing initiatives to reach these ‘App community activators’. There are growing numbers of Appfluencers in the world. Why do I believe you should use specific Appfluencers to reach your target market? Because Apps are not a virtual community. 37 Apps in 2012. tools and benefits. of totally immersive experiences with loyal. A recent report from ABI research suggested that smart phone users will download. Category. Android. it does make it difficult to create an articulate and standard stylized experience. Your App needs to be one of these! This rapid growth and specialization has created the need for specialist marketers to carve out a niche in which to help businesses find a way to have their App stand out from the crowd.Marketing ‘AppSide’ Down . It is a microcosm of the web itself. from Appia in North America to Distimo in the Netherlands. Free or Paid. with a plethora of information. Social Media Teams. 65 .Julia Delany per day as well. As Android users have such a variance in mobile device types capabilities and software. who can create a Marketing Communications Strategy tailored to meet the needs of your App launch. When it comes to Distribution Strategies. Apple has a rudimentary savvy system by which to navigate and search for each of these Apps. It is another realm. by Classifications.
but this was not converting to sales.0 With Cowboys and Aliens: The Kids. The more reviews (predominantly positive) an App has. We were getting some click throughs. Product . We contracted the App marketing out to specialist companies such as Appia.state of the art App – Tick… it was user friendly. innovative and engaging. the higher up the ranking list the App will go. So why could we not monetize it as effectively as first thought? So What Did These Applfluencers Do? Once we shifted our focus from traditional PR and marketing methods and • • • • • All tailored for various platforms and publications Contracting influencers Power bloggers Mobile and App industry coverage which leverage their established reputations with in the industry Obtaining reviews to drive the Apple listing algorithm. beautifully presented. Appular and others to: 66 . Your technology provider can give you more details. but not always in our target market. There are timeframes in which to achieve these rankings as well. In a nutshell. we approached it from the traditional marketing perspective. the iOS App Store algorithm works to rank and highlight new apps in the store.It’s That Easy: Online Marketing 3. We did receive some great editorial coverage. and at the implementation stage we realized that using media releases to major publications was creating noise.
Marketing ‘AppSide’ Down . influencers and bloggers who synthesize all that noise and distil it down to something relevant for us . by populating Facebook. Twitter and bloggers’ comments about the App Highlight the innovative or unique characteristics of our App or features’ that benefit our target market Increase brand recognition Focus on the premium quality or nature of our App Build a Facebook site just for the App Create our own instructional videos and post them to YouTube Some of these sites include. What we realized is that influence means trust . but of course are not limited to (as new sites and followers popup every day): • • • • • • • 148 Apps Appmodo AppVee iPhoneLife iLounge Maclife Appolicious After recalibrating our strategy and engaging Appfluencers.Julia Delany • • • • • • Increase consumer awareness. we saw a huge increase in click throughs resulting in conversions to sales and customers visiting our Facebook site and watching our instructional videos.be it asking 67 . but. just like in the real world (and on Facebook).users all over the web and mobile have limitless access to information. we trust our friends.
Literacy. but bloggers and App/Influencers in other spaces relevant to our App. These are not just back-end software updates that all App developers must do to meet the variances of various existing and new standards. you need to have others who are in the space. once you get beyond the necessity of ratings and reviews. Depending on what type of App it is. be it a game. introduce greater interactivity. With Apps. With new vehicles. Children’s Books. relevance or products within the App.0 what a few friends think or trusting a blogger (who has done all the work for you). et al. you will need to focus on efficient and effective advertising campaigns. they have carefully road-mapped their Apps to consistently get better. Apps facilitate engagement between the consumer and the company.It’s That Easy: Online Marketing 3. Apps have a unique/indefinite life because they are subject to updates or topicality. including: Parenting. You will need to focus on short term and long term initiatives and the optimal blend to reach critical mass and maximum downloads. App sales rely on exposure. Interactivity. productivity tool or an activity App book. platforms and advertising methods appearing continuously. • • • Engagement Exposure Excitement 68 . have new and more features. blogging about it constantly and across many verticals to get on board. Charity (as our App is a donation vehicle for The Starlight Children’s Foundation with 25 cents of every App sold being donated to them). you are used to seeing little update notifications. we sought out not only those in the technology and App space. With Cowboys and Aliens: The Kids. Updates are both a technical and business strategy. With the many Apps you most likely have on your Smartphone.
The majority of people searching for Apps. 69 . first do so by name. We all have many Apps on our devices that we bought and/or downloaded that we no longer use.Marketing ‘AppSide’ Down . You have to make the product/service within the App exciting and relevant for users to engage with it. Engagement Who is your competition and why? Use these Apps and cross-marketing strategy. but they will not get your influence. Too often. Often. their features as part of your What are the App store users and reviewers saying about these Apps and need for improvement or the quality of the product? Exposure Tags and naming of your App. it’s because of exposure done in the wrong way. Excitement Make users want to not just buy.Julia Delany • Endure They form a symbiotic relationship. They may have given you money. but use your App. *All four are necessary and important to the success of the App. future revenues or patronage. category is important. but to a lesser extent. Therefore. not category. we don’t know why we downloaded them in the first place.
you have a myriad of opportunities to increase their enjoyment and they are often willing to pay for this. the concept of “levelling up” . it endures. armour or spells. Most developers do not realize that. the more devices the App is available on the more downloads your App will yield.It’s That Easy: Online Marketing 3.and once in space. email addresses and the like and if it sees too many from one spot or email domain of an ISP. And Apple is smart about this . et al which the App is making available to you. Apple scrubs ISPs. et al). but it’s also about developing a relationship with the game. Lastly. service. it will not only not allow them to be posted. product. they have partnered with movies (Rio). there need to be a least 50 positive ratings and reviews. new levels. 70 . Not only have they consistently brought out new worlds. book. birds and enemies. you risk having your App being taken down. cars. Clearly. This is applying Game Logic within your App’s purpose. greater weapons. in order for any App to really be a part of the massive iTunes App Store’s social algorithms. This starts with ratings and reviews. But most of all.whereby you create incentives within the App (be it access to special features or content. a Free App with the option to upgrade premium version. they have gone to space . tires.you can’t just get everyone in your family or at work or your friends to post reviews and ratings. Once you have hooked someone on the basic premise of the App. A great example of this is Angry Birds. So why do we keep going back to Angry Birds? Because as a brand AND an App. they were able to turn on a dime and include a Mars world into their Space App to coincide with the Curiosity Rover’s landing and the massive media storm that came with it. will yield the greatest downloads. it is important to maximize your ability to be found in an App Store search by optimising the key words in your App description in the store.0 Endure This has it’s foundations in the updates and strategic business model.
Marketing ‘AppSide’ Down . where They collaborate i. However we soon found out that the market was not ready to bear such a price. We chose a dynamic pricing model. paid content above the 99c price point is another story. strangely enough.Julia Delany Pricing Your App . product extensions 71 . for the quality of the App. We started with our price of $4.Anyone will download free content. which allowed us to drop our price to meet the needs of the target market.99. or and in-App purchase. There are a number of App pricing Models to replicate: Often Apps are introduced at a free or free for a time price. • • Or a free App. you will need to decide if your business model can withstand free downloads to obtain market share and potentially higher listing in the App store (which also means high awareness with lower revenues for the initial phase). was well priced. or simply the steady bell curve.basically a strategic to provide the capability for other apps.e. will still spend on Apps. These are called Free or Freemium Apps. with only some of the functionality (lite) and an option to upgrade to the full version for a fee. Perhaps we should have started with a ‘Freemium’ model – that’s a free App with an option to upgrade. In-app purchases . they. App Marketing Is different. to maximise downloads. When the times are tough and the general community stops spending at the shops. which. Depending on the type of App you are building.
It’s That Easy: Online Marketing 3. However. Although only 4 percent of the 200 top-grossing Apps on the iPhone support in-App purchases.0 • Appvertorials – are Apps which are purpose built with a specific educational or editorial outcome in mind. While 48 percent of all reported App revenue came from in-App downloads on so-called “Freemium” Apps. up 24 percent compared to just a 7 percent increase for paid Apps. by fine-tuning our marketing communications strategy to focus on Appfluencers in this niche market we were not only able to reach our target market to increase downloads. which in turn led us to swiftly reduce the price of Cowboys and Aliens the Kids and this in turn increased sales. The App industry is continually evolving at a rapid pace. Distimo reports download rates for all iPhone Apps are up since the company’s July 2010 report. despite being available in only a small proportion of apps. Did you know that Rovio’s Angry Birds was not in the top 10 Paid Apps until almost a year after launch? 72 . it takes time to get awareness of your App out there. but free Apps have represented the lion’s share of that growth. A new report late last year on App pricing from analysis firm Distimo finds that in-App purchases make up the vast majority of revenues from the iPhone App Store. an additional 24 percent came from added in-App purchases from pay-to-download Apps. those Apps create a full 72 percent of the revenues from those titles. Source: Distimo 2012 In Summary. according to Distimo’s estimate. That’s an increase from a mere 28 percent of revenues that came from in-App purchasing in 2010.
Julia Delany They too embodied a similar strategy to ours with Appfluencer’s and fine tuning such a strategy. I am proud to announce that our App. was nominated for two AIMIA (Australian Interactive Media Industry Association) awards in the “Best Children’s” and “Best Use of a Tablet or Mobile Device” categories. A final note: our crowning glory in terms of meeting our marketing objectives and reaching our target audience was gaining coverage with Network 10’s weeknight News. Julia Delany ABOUT THE AUTHOR Julia Delany Media And Technology combine asynchronously In Julia’s life to form a strong partnership. Whether that is Flipboard collating her most interesting social media and news in one place. Cowboys and Aliens: The Kids.Marketing ‘AppSide’ Down . watching children learning intuitively through educational m-books and games or simply ‘Bumping’ her business card to you. Our App was the first of its kind to donate 25% of every Sale to The Starlight Foundation and in doing so we put a smile on the face of seriously ill children. Julia Delany is motivated by emerging technology that changes the way we engage with our world. 73 . once they went viral it was a tidal wave of downloads for them. Watch Network 10’s report the our App.
Business Development Manager at News Digital Media – Key portfolio investment being the acquisition and restructure of realestate.hub4content. Corporate Communications and Mobile Product Development at Optus. 74 . from working with leading companies over time. using the most appropriate emerging technology. Financial Sites at Fairfax Digital. through experience and training. Her vision. will help you to foresee and understand the many opportunities that abound to develop your business.html to get your free gift valued at $47 .com. and News Digital. Julia’s experience spans almost two decades working in such roles as: • • Founding partner of hub4content and the InterAPPtive group. go to http://www. Or send an email to email@example.com Julia has vast knowledge of the industry.com. Founder at Delany Financial.It’s That Easy: Online Marketing 3. A boutique Residential and Commercial Lending business.‘Appside Down’ Checklist for Creating an App for your Business’. built from the ground up to service a niche lending market.com/itsthateasy. Fairfax Digital. CRM Manager at Fairfax Digital. • • Special Offer: If you’re considering having an App created for your business. Optus. developed over time.au.
This year alone. according to Google stats. You see it yourself. are you? Is your business mobilized? I’m guessing. that really is more than good reason to be looking to get your business mobilized now and take advantage of this highly probable prediction.Mobile Marketing: Are You Mobile Ready? . for most of you reading this. studies show that they are more likely to tap the ‘Buy Now’ button in a blink of an eye. right? Everywhere you go . 20% of mobile users in Australia and USA use mobile to search the internet two to three times a day and of those. There are over five billion active mobile devices used in the world. There is no doubt that the Mobile Market is massive and considering Gartner predicts that by 2013 more people will be using a mobile device to access the internet than their computers. probably not and that’s OK…but not for long. 75 . In fact.a sea of mobiles. mobile is moving and growing so fast that there are now five times more people carrying mobile devices than own computers and more people with mobile devices on the planet than those with electricity or a toothbrush! Mobile device growth is skyrocketing. The latest research shows smartphone penetration in Australia is currently 52% and the US is at 44% and growing.Kylie Smiley CHAP TER FIVE Mobile Marketing: Are You Mobile Ready? BY K Y L I E S M I L E Y Your customers are mobile.
. 2012). According to an eMarketer Report. it’s a long term relationship at the discretion of the customer. 64% Smartphone users in the USA use location-based services (geo-social sites such as Foursquare and Facebook) driving sales in a ‘what’s in it for me’ world. Beginning to get the picture? You start seeing the possibilities to connect with your target market and interact with them on an extremely personal level. just 12% of people had actually received a text offer from any company that they had bought from in the past three months (May-Aug.It’s That Easy: Online Marketing 3. However. gaining the momentum to ride the Tsunami that is Mobile. A Little Insight. New research has revealed that 68% of UK consumers would prefer to receive text offers from companies they have purchased from. 76 . Why Mobile Marketing? I was raised by boomer parents who owned small businesses from their late teens. Business owners have an absolutely incredible opportunity to be early adopters and ‘cash-in’ on the virtually empty Mobile marketing space Now. I watched them juggling and hurdling their way through life.0 Note: Google Loves You (ranks you highly in search results) when you have a mobile website for searchers on mobile devices. Consumers want to hear from you.. Your customers are waiting to interact with you via their mobile device. Engaging one-on-one with each visitor to provide them with incredible value using mobile marketing and bringing you the growth in your business you have worked so hard for. It’s not spam. building trust and admiration in no time.358 UK consumers also found that despite text being a popular channel for consumers. Text Marketer’s survey of 1.
Mobile Marketing: Are You Mobile Ready? . I wake up every morning as though there’s a fire in the room (according to my darling husband). 77 . I discovered the ‘irresistible internet’. they can use it too quickly and easily increase cash flow. expand their reach through engagement one-on-one with consumers and leverage their lives in order to avoid the treadmill of exchanging time for money.Kylie Smiley living the ups and downs with them. I loved it! Being exposed to the internet and then the introduction of the smartphone got my wheels churning once again. with my help. My adult years have led me to an array of opportunities to discover how technology can make life easier for business and consumers. send the kids to university or upgrade and expand their business. That exposure helped shape me and is essentially where my passion to help business owners comes from. I found a new way to help business owners expand their reach and leverage themselves so they could finally have that holiday way before planned retirement. Plus. Following the birth of my son. opening my eyes to an endless stream of information and opportunity. Seeing the results of mobile marketing has inspired me to seek out speaking engagements so I can let others learn how. This time consumers could be reached via the internet and phone at the same time from any location – sensational! And because I’m a ‘big picture’ kinda gal. But this time it was different. Like many small business owners. they have worked so very hard and were good at what they did but never found themselves financially free. Implementing new voice and data technologies into businesses from large multi-nationals to small businesses between Australia and the USA was extremely humbling. eager to step out and help businesses integrate mobile strategies for a win-win outcome.
no…but that concept is certainly an attention grabber which I’ll elaborate on another time. A South Korean grocery store uses QR Code scanners on their customer’s mobile phone to create a unique.0 What Is Mobile Marketing? This is a very common question. Customers use their mobile phone to scan the code and place their order. consumers can be reached in real time. Simplified: Any type of message (text. wherever they might be. so don’t be embarrassed if you’re not sure or you think (like many) that mobile marketing is someone (me) in a bright little ‘smarty’ car covered with loud advertising and horns zipping around town. Instead of going to the actual store. for the first time. The Mobile Marketing Association (MMA) defines mobile marketing as “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”. just think how you could use QR Codes to attract customers to join your database or visit your business. convenient grocery shopping experience in subway stations. video or image) between a business or organization and their customers/audience delivered through their mobile devices that is strictly permission-based with the right message.It’s That Easy: Online Marketing 3. Note: Mobile is revolutionary because. 78 . which will be delivered to their doorstep. customers can find huge posters in subway stations with pictures of the grocery items and their corresponding QR-code. How cool is that?! Now. The short answer is. wherever they are.
QR Codes D. This method of mobile marketing far outweighs the success of other mobile media tools for business. Augmented Reality F. Location-based Marketing G. much more Here are some of the mobile solutions businesses can benefit from today: A. Why SMS marketing receives the most response. SMS Text Message Marketing (short message service) PermissionBased SMS Text Message Marketing.And How They Can Be Used To Increase Your Revenue And Ensure Repeat Business There are many mobile marketing applications for business owners and their customers to get excited about.Kylie Smiley Types Of Mobile Marketing Areas . Multimedia Messaging J. Here are some you may be familiar with: A. Here are a few reasons why: 79 . Geo-fencing H. Mobile Websites C. And much.Mobile Marketing: Are You Mobile Ready? . SMS (short message service) Marketing B. Mobile Apps E. Mobile Advertising I.
0 • Far reaching – SMS text messages can be sent and received by any type of mobile phone/device anywhere – worldwide. Exclusive advertising – A single SMS is displayed and read with no competing advertising (albeit within seconds). Oh. but the response to an SMS message is much quicker than any other medium. • • • • Note: On average 10% to 15% of email messages are opened. but it holds the attention of the reader and that’s what counts. Like these. and by the way. including email and social media (Text messages are read within two minutes of receipt. Extremely Cost Effective – SMS is significantly inexpensive compared with the usual forms of advertising/marketing. SMS is an investment. even the five year old mobile phone my mother still uses today. Most of us carry our mobiles either on us or within arm’s reach almost 24 hours a day. compared with 97% SMS messages and they have an average redemption rate of 10% to 40%! That’s more than three times larger than the usual forms of small business advertising. Some SMS Marketing Techniques you can send out to your database for a ‘same day’ phenomenal response: 80 . 7 days a week. Very Personal – I see the mobile device as an appendage. in most cases the difference is the ROI (Return on Investment).It’s That Easy: Online Marketing 3. she loves texting all the time. determined by the business owner – no waiting a month or a year for the next addition. including email. However. Fast – An SMS message to an individual or a group of customers can be sent immediately or scheduled at a time in the future. Not only this. Being able to reach customers anywhere they are located and whatever they are doing is extremely personal and that is why it is so important to have their permission. on average).
Displayed/Advertised: Inside. bathrooms. Email sent out to the existing social club members and staff asked every customer if they’d like to join. receive a beer or wine complimentary with your meal offer. gaming rooms. Standard local newspaper advert showed new club with text-in signup directions. Case Study Australia June 2012: Typical suburban pub in regional NSW . Setup: New VIP Club – free to join. specifically Tuesday night which has average diners of around 16 people First Mobile Marketing Strategy: SMS Text Message Marketing Campaigns. Deals and Specials Competition – Text to Win Survey – Text a or b Coupon – Discount or special offer image coupon MMS – Video message Links to Facebook or social media pages Links to partner programs. 81 .Kylie Smiley • • • • • • • • Appointment Reminders VIP Club – Send out Exclusive Offers. etc.Looking to increase patronage during slow periods and get more regulars dining in their restaurant. on table tops.Mobile Marketing: Are You Mobile Ready? . etc. visitors/patrons text keyword ‘pub’ to ‘mobile#’ and receive a reply text coupon immediately. To join. which they show to the bar staff as proof they are now a VIP member and entitled to their free drink.
They couldn’t get over how easy it was to get people in the door with such short notice. the publicans were delighted and pleasantly surprised at the response. as the experts preach. Patrons receive exceptional value for money. It’s not pretty when they discover you don’t have one.5hrs between sending the text out and the doors opening. Bookings started coming in 3:40pm…and hardly stopped. Mobile Websites . Select one of 5 fav meals for just $5 bucks after 5pm tonight only! Show text to order. Just 1. an increase in turnover of 250% ROI: >800% Impact: An additional 10% added to VIP list. 82 . One couple put their fresh seafood spread back in the fridge and took advantage of the deal. The key here is “Gather the Heard” and then “Feed the Hungry Crowd”. Needless to say. Bar revenue increased significantly. Survey: Patrons 100% loved it and would definitely return after telling others. B. It may surprise you to know that many customers are searching for your products and services from their mobile device and Google is looking to show them your mobile website. Result: 70 diners.It’s That Easy: Online Marketing 3.Why business owners must have a mobile presence/ search and customized design to benefit customers and visitors. 250 new member’s texts flow in over the next four weeks and an SMS campaign was scheduled for Tuesday following at 3:30pm which reads ‘G’day ‘John’. Social media spike in activity because of the incredible offer.0 Bar staff mark them off list as they show their proof of membership (text coupon – no paper coupons).
Do you see: • The same website as you’d see on your computer? If so. it’s probably showing teeny tiny print and you have to swipe up. reach for your mobile device. it would be a shame to risk losing business due to a bad mobile website experience.Kylie Smiley When you get a moment. Smart business owners are realizing that more of their prospects and customers are viewing their business from a mobile device and want to ensure the experience leads them to visit or purchase and not get frustrated and head elsewhere. Given that mobile is set to overtake and replace desktop/laptop computers within the next 12 to 24 months. this is increasing daily because of the growing demand from consumers. Today there are approximately 5% of businesses with mobile websites in the US and even less here in Australia. 83 . What happened? Now write out your experience.Mobile Marketing: Are You Mobile Ready? . down and across to view the whole home page… painful! The information you’d most want if you were away from your home? Is the phone number clear? A way to call by tapping on the phone number? Information about the location or map/directions? An area where you can input your details for more information or an offer? • • • • Just one of these issues could be enough to upset your visitor enough for them to search for someone else who has a mobile friendly website. However. go to your website and really look at it from your customer’s point of view.
Australia. Website. you hold it up to a QR code and it will (should) take you to its intended destination (e. Social Media or other Rich Media). Video.0 Consider the following when thinking about your mobile website: • Ensure those viewing your site instantly recognize it’s your business by displaying an image on the home page (be careful how many images you install as it may slow down opening and loading the site) Try not to display too much text (long articles). enter details or click to call There is a button to return the user to the main (non-mobile) website • • • C. A scanner code is accessed via the manufacturer’s built-in code scanner or through a downloaded app online. You may have seen them on Supermarket brochures. QR 2D Barcodes .What is this weird looking symbol I keep seeing all over the place? Should I have one? If so. USA and many other western countries have been late adopters. those unusual square symbols are going to 84 . Call to action. Since the rise of the smartphone.g.It’s That Easy: Online Marketing 3. Magazines. Originally introduced in Japan more than 10 years ago. business cards or even on the back of a cereal box. A clear menu is recommended with useful tabs redirecting to another page and not too many tabs so the user has to scroll down multiple pages Direct the user where you want them to go – e.g. You simply access your scanner by clicking on the app (automatically places you in camera mode). how can I use it to attract customers? A QR Code or Quick Response Code is a two-dimensional matrix bar code that is used via a Smartphone to identify products and/or services.
Mobile applications usually help users by connecting them to Internet services more commonly accessed on desktop or notebook computers. QR codes will gain in popularity.Mobile Marketing: Are You Mobile Ready? . I can’t tell you how many times I’ve come across QR codes which. flyer. the secret for business owners is in getting it right. or help them by making it easier to use the Internet on their portable devices. Mobile Apps – What is a Mobile Application? What’s the difference between a Mobile Website and a Mobile App? Webopedia describes Mobile Applications as internet applications that run on Smartphones and other mobile devices.g. billboard. when scanned. And as you know. You can do a much better job and for far less by simply considering the following: • • • Is your audience likely to use it? Where do you want the QR code to take a visitor? Give them a compelling reason to scan your code Make it easy for your audience to find your QR code (e. A mobile app may be 85 .Kylie Smiley catch your eye even more so. etc.grrr! Providing your visitors with a positive and memorable experience is by far a better option than frustrating them to no end..) If you want to simply send them to your website ensure it is your mobilized website where they can immediately see what you’ve specified they’ll see Be sure the QR code can be used to send the target audience to a call to action where a long term relationship can be developed? • • D. take you straight to a non-mobilized website or leave you waiting longer than acceptable to load absolutely nothing.. business card or other prominent location where your visitors can easily see it. bad news travels fast. In-store at the register.
a mobile-based instant messaging client.0 a mobile Web site bookmarking utility. As you know. and many other applications. What is the difference? A Mobile Website is simply a version of your desktop website which has been re-designed and re-sized for smaller screens (i. the true value of your business is in your list of ‘active’ customers or. Anyone can find your mobile website via a website browser.e. Creating A ‘Buying’ Customer Database . mobile or handheld devices) and a mobile app is a software program designed to be installed directly onto a mobile or handheld device. Being clear about the details regarding the offer will immediately add peace of mind and value. Many business owners are confused as to whether they need either a Mobile App or a Mobile Website. Warning – Sending SMS messages to people who are not already customers or have not given their permission may lead to punitive legal action (Refer to Spam Act applicable to your local area). Gmail for mobile. together with a very quick way to ‘gather the heard’.It’s That Easy: Online Marketing 3. they will be happy to provide their mobile number to receive future deals and alerts. it is beneficial to have both. that is. I think it is safe to say that most people do not like receiving messages they did not authorize (Spam). can result in an extremely fast and lucrative response. This can be easily avoided by ensuring terms 86 . permissionbased list of prospects and customers. if you have a well-targeted. Only those who have downloaded your app onto their smartphone or smart device can view and use your mobile app. but in reality.How To Get ‘Quick Cash-Flow’ And ‘Raving Fans’ From Your Customer Database Using Mobile Smart Mobile marketing tactics and strategies. as those successful often say ‘The money is in the list’! If your customers are given a valuable benefit and they like your business.
track and adjust. you are less likely to violate the local spamming act (ACMA) or upsetting customers if you follow a few simple rules of thumb: • • • • • Keep your message simple and clear – Highlight the major benefit(s) for the customer to join/enter Be specific about when the offer starts and ends What it will mean being a member of the business database (what will happen) Specify how often the customer will be sent an SMS Just like email. I’m not going to bore you silly with a slew of figures to make you slide back in your chair and take a quiet nap. via email or anywhere else outside your business. but it can also be counter-productive if you take off running like a bull in a china shop and not stop to plan.Mobile Marketing: Are You Mobile Ready? . Now. Whether you are collecting details at point of sale.Kylie Smiley of your mobile marketing campaign are clearly visible and understood from the beginning. use common sense and put yourself in your customers’ shoes. This can be a surprisingly enjoyable exercise: 87 . implementing/integrating new things like mobile marketing into your business is all well and good. there must be a clear option/directions to opt out of the database and stop future SMS messages Basically. What type of ‘exclusive’ offer would you tolerate or appreciate receiving it? How often would you like to receive an SMS? How often are you likely to make a purchase from the one business? * Tracking & ROI Of course.
Before starting your marketing plan.g. highvalue offers and guarantees with the low-cost use of a strategic mobile marketing technique. Of that LVC. Write down this simple formula: Customer spend per purchase X # of times per month they purchase X # months a customer remains average E.It’s That Easy: Online Marketing 3. Tracking your campaign is possible with the right mobile marketing software. decide how much you are willing to invest in order to get a new customer. can result in the most incredible ROI outcomes. Mobile marketing campaigns. All the data is online. 3. work out the Lifetime Value of A Customer. If you invested 10% for every new customer. Many business owners experience over 100% ROI because they understand how to entice customers by providing jaw-dropping. Keep in mind an existing customer is over three times more likely to purchase from you again. if implemented and integrated correctly. 88 . $50 x 2 x 36 = $3.600LVC 2. It’s often surprising to see the results of this exercise but it makes it clearer to see how a small investment upfront can have a significant impact both immediately and down the road. making it dead easy to quickly see how things are going and where you might need to adjust things accordingly. work out the additional revenue you would generate per year if 50 new customers came onto your books in the next three months. The ROI (Return On Investment) is Key.0 1.
prompting them. etc. Your business is top of mind. coupons. however. uninterrupted and then shared…woohoo! Conclusion: There really is no way to dance around this. Consumers expect businesses to communicate and engage with them via their mobile device. the difference is absolutely huge when you use a carefully planned and well executed Mobile marketing campaign because your audience can receive your offer within seconds and react almost immediately. video optins. offering them reasons to buy or visit your business. customers now have the internet and messaging with them everywhere they go ‘glued to them’ (slight exaggeration) almost 24hours a day. Mobile Websites and Apps are replacing computers and desktop websites daily.Mobile Marketing: Are You Mobile Ready? . There is no reason why you can’t be right there with them. 89 . reading your offer and then with impulse and urgency… decide whether to take action and redeem your offer. Business owners have been forced to stand out in the crowd and provide exceptional value. you must look to ‘mobilize’ your business as soon as possible. 7 days a week. What does this mean for you. (Texting.). reminding them. Unlike the days when websites were the new thing and customers were ‘chained to their desk’ online. The urgency is necessary.Kylie Smiley This method works with any marketing method. if you want to keep the attention of new and existing customers. the savvy business owner? An opportunity to ensure your business is easily accessed by a growing number of impulse buyers looking for the next button to tap to make a pre-paid purchase or appointment. Take particular notice to big companies’ advertising campaigns. grow and survive in this uncertain economy.
established from a small business upbringing together with years of experience consulting and implementing technology solutions in all types and sized businesses both in Australia and the USA. are easy to implement and affordable with positive ROI results in any economy. Kylie has developed a genuinely empathetic and passionate need to help business owners see quick positive cash-flow results. specifically mobile marketing. Kylie Smiley ABOUT THE AUTHOR Kylie Smiley With a clear prospective of the challenges small businesses face day-today. because consumers are continually choosing their mobile device and demanding the flexibility 90 . Kylie is extremely determined to make a difference by helping business owners discover how they can integrate and implement new and evolving technologies.It’s That Easy: Online Marketing 3.0 Wouldn’t you like to see how this could work for you throughout the Christmas season? You are highly likely to find purchases being made outside shopping hours…even while you sleep! Sound good? Go for it! Take action and get your business mobilized so you can see how mobile marketing can make a positive difference in your business. Moving your business along with your customers’ needs could prove surprisingly fruitful… it’s definitely worth a try. with clever marketing strategies which show the fastest results. Kylie believes consumers will continue to engulf mobile device use for almost every area of their lives and small businesses must prepare for a ‘mobile’ world now or be left to sweep up the scraps.
Special Offer: FREE Guide ‘7 Best Mobile Marketing Strategies to Supercharge Your Cash-Flow in 30 Days’ To get this free offer. This (mobile) is ‘revolutionary’ and will change the way we do business forever. Kylie is especially passionate about mobile marketing for small business growth and is considered a ‘strategic specialist’ in this new frontier of Direct Customer Engagement.Mobile Marketing: Are You Mobile Ready? . go to: www.Kylie Smiley of doing business with those who are online and can provide them easy access to the best value for goods and services no matter their location or when they decide – on their terms.com/ ItsThatEasy 91 .MobileMarketingLink. necessary for business survival now and in the future.
long lunches and golfing afternoons oiled the business conversation. we’d look up new customers in the Yellow Pages and dial their landlines for an opportunity to discuss our products or services. Everything to do with our business was captured in long. People simply couldn’t access the expertise or products we had any other way but directly from us. Beyond that and word of mouth. Options to grow a business were limited: place advertisements in newspapers. The old boy network was a significant factor in successful business. print a newsletter and distribute it by post or hand out expensive printed brochures. new custom walked through the door. we had to employ others. often unread documents and stored in files on shelves. magazines and TV at a formidable cost. Then.It’s That Easy: Online Marketing 3. If the advent 92 .0 CHAP TER SIX Blogging For Business: A Different Conversation BY SA N DY M C D O N A L D The Case For Business Blogging Business In The Age Of The Dinosaur – A Quick Reminder What we do and how we do it in business today bears only a fleeting resemblance to how we did it before the digital revolution. Both large and small companies rigorously protected their intellectual property and viewed all other businesses in their space as competitors. To adequately resource our businesses.
audio.Blogging for Business: A Different Conversation . re-generate. When we’re expert at what we do. anytime. we’ve become the critics. and we keep on giving before we ask for a sale. We create products. we build our profiles online and become authorities in our industry. comment or interact. membership sites. re-purpose. innovative and sometimes unknown. How We Do It Today Today. We have moved the web from our desktops to our pockets and are constantly wired into it. inclination or talent to do. learn. in doing so. webinars and workshops. seminars. reliant on it for our daily dose of connection.Sandy McDonald of the digital revolution nearly two decades ago shifted these teutonic plates of business. We rarely mail it. 93 . we’re empowered. When we’ve done that. like. collaborating. the reviewers and the arbitrators. They now include caring. we create empires from our mobile devices anywhere. and it’s appreciated. We click our way around the globe at will. audio and video training courses. stopping where we please to chat. Our business offers are complex. Our opinions are both sought and valued. We actively seek others to whom we can give away our most valuable intellectual property. we promote. As well as the authors. We’ve become content creators instead and a new lexicon describes what we do with it. tweet. share. leverage. we pin. building trust and creating relationships. Words we used to describe success in business have softened. we make sure we have more to give. Our online avatars have emboldened us. We outsource everything we don’t have the time. podcast. We have a voice. As consumers. We educate and. link. today’s paradigm has turned them on their head. info-manuals. Newsletters are dead. and productise it. doing our business.
To blog is also used as a verb meaning to maintain or add content. grow and supercharge our businesses. The mobile revolution continues to explode. The delineation between a blog and a website is blurring as more and more businesses use open source software to build their sites. and it’s the way. Every connection has the potential to bring with it another world of connections. primarily for blogging. sway opinion. The site was a daily log of his intellectual musings. but one of the most powerful tools for any business wishing to increase their influence. every aspect of it predicated on connectivity.com on December 17. categorized and arranged in chronological order. It’s not the start. educate. corporations and small businesses exploit the power of this dynamic communications tool. become an authority and build their business clan. We have never before had such a plethora of opportunity to harness these connections to build. Being online is essential to every aspect of this journey. a programmer and futurist who created RobotWisdom. the second decade of blogging. media. like-minded people with common interests and shared passions. demonstrate their expertise. This allows content to be readily added. what it means to blog has broadened as governments. How And Why Does Blogging Work? What Is A Blog? The word blog is a contraction of the term ‘web log’ attributed to Jorn Barger.0 As business people we connect with ease with folk not previously in our world. It’s no longer the sole province of diarists charting the detail of their daily lives. 94 . In this.It’s That Easy: Online Marketing 3. 1997. And blogging is the vehicle. it’s not the end.
Nor are people likely to engage with us merely to boost our bottom line. 95 . but ‘why’ we do what we do). builds engagement and in its fullest potential. They want to learn from you. and further your cause. advocate for you. accountable. The ability to build a business community anywhere is the web’s gift to business. Unleashing your passion online through blogging and building a community is a miracle that turns work into play. When we’re passionate (not about what we do. authentic. transparent. enrolment through sharing a passion for the same cause. they care about what you do. When a person is enrolled. What Is Blogging And Why Does It Work? Blogging is lovingly delivering our value consistently for our most wanted online visitors. I’m exhilarated now by the opportunities the digital revolution affords us all. It builds respect for our business knowledge and works to create a community of committed advocates. buy your product. An idea blogged then shared in an email. there is no parallel. Familiar with the shifting sands of the last three decades of business.Sandy McDonald Mobile web and social media platforms allow us to move globally from idea to action at speed. What works is genuine. We can’t create community through the mechanical application of activities online. inclusive and competent—all the attributes of trust. Who Is Sandy McDonald? Who am I to promote this view? I’m a business woman who ran a series of marketing and communications businesses. It gives us permission to have different conversations with our potential customers in an increasingly noisy world.Blogging for Business: A Different Conversation . blogging creates connections. leads to posts on various social media and instant community feedback. As a research tool.
communities and businesses got the message.9 million children orphaned or abandoned as a result of HIV/AIDS and poverty. What it teaches is the power of impassioned communication and building trust online. I was instructed well in the writing of optimised content for the search engines and soon the site (http://www. by chance more than design.com) was accessed by people wishing to make a difference with their craft. regardless of size. My aunt and her volunteers have warmed and comforted tens of thousands of children. we have a worldwide community of more than 10. Inspired by a story of a small orphaned child who wept as she told the story of the death of her mother. The aim was to ask the world’s knitters to send eight inch squares to my aunt so she could make blankets to hand out to children in the streets on cold winter’s nights. The Voice Of Trust We make trust judgements instinctively. While blogging is now a smaller cog in this whirlwind of online activity. avoids at its peril. We constantly measure everything we’re presented with through a series of filters based on our life’s 96 . Today. it was what started the momentum. the USS Enterprise.000 people in 54 countries that. hundreds of schools. inspired contributions and spread the story. I started a small philanthropic hobby to help my aunt in South Africa provide blankets to a few of the 1. Major corporations. between them. have sent just short of half a million squares. the most delightful irony of all. Even the mighty US aircraft carrier.It’s That Easy: Online Marketing 3. communicated the need. I wrote with passion about the orphans’ plight. has a knit-a-square club for its sailors. This is the new conversation that any business today. hats and jumpers.knit-a-square. Squares started to arrive in early 2009.0 Four years ago. This invaluable experience informs the work I do today to help businesses build community.
hostile glance from the owner crouched behind their till can shout that they are more important than your custom. succinct and reminds us why a business does what it does. authority and capability. Inclusivity Have you ever walked into a shop and wished you’d never entered? A single. don’t cut it. inclusivity and authenticity. Timid. Our visitors need to feel part of the story. uncertain. any hint of jargon that positions us as exclusive and our visitors as unimportant will make them reach for their mouse. What will persuade visitors further of capability is seeing their problem or query articulated against the right solution. disclosure. Our information is all encompassing. transparency. These are the filters by which we judge the competency of advice or information we’re presented with. everything is included and comprehensive. Inclusivity is an essential aspect of good blogging. competency. we’ll choose the door. because we’re explaining something different. but it should never make them feel stupid or illinformed.Blogging for Business: A Different Conversation .Sandy McDonald experience. made to feel at home and 97 . Neither aggressive assertiveness nor hesitancy score highly on this measure. Knowledge speaks with quiet authority. self-deprecating voices don’t either. It’s clear. We’re only ever one click away from being extinguished online. Competency Knowledge. Jargon doesn’t convince us of competency. Loud voices which proclaim how clever and brilliant a business is. Similarly. Our language might be new to our visitors. When they make us feel like we’re trespassing. Successful blogging works when it communicates all six of the core values of trust.
Disclosure Listen to a politician talk for a few minutes. If they feel we’re not what we say we are or we don’t do what we say we will.It’s That Easy: Online Marketing 3. We. offer and service and our authenticity is in doubt and our brand imperilled. That’s because they’re prohibited from disclosure. are not so compromised. Do you feel like you should be reading between the lines to get the message? What are they really saying? Maybe there’s something you’re missing? Didn’t they just say the same thing in a different way in the last sentence? Do you realise how hard you’re straining for understanding? That’s if you can be bothered long enough. Authenticity Integrity is rarely random. 98 .0 introduced to the others. Any disconnect between the purpose we communicate and our products. is communicated in an instant through our brand. We’re within a specific niche. It’s a sad reality that our leaders so quickly learn to torture language. our own masters online. Authenticity. How you say what you say is integral to maintaining your authenticity and consolidating your brand. We’re able to speak openly. They need to feel quickly that they can be part of our clan and that their contribution is welcomed. then they’ll place their cyber cross on our site with one quick click. We’re not trying to be all things to all people. talking to people who have the same interests as us. particularly in the lead up to an election so they can be all things to all voters. Transparency Our visitors hold us accountable by voting with their mouse. or lack of it.
there are remarkable people purposefully doing remarkable things online. It’s not corporates when the advice is for small business. You’re left with an indelible sense of the essence of the business. who they talk to and what search terms they use to find the answers. They’re not trying to prove anything or sell you something. There’s no confusion. Not book-keeping AND mortgage broking AND a home renovation service. They tell you everything they know.Blogging for Business: A Different Conversation . When you’re on their Facebook page it integrates seamlessly with their other social media tools and their site. It’s authentically expressed and you understand it quickly. When you observe them. They’re impassioned communicators.Sandy McDonald Seven-Step System For Brilliant Business Blogging While much of what happens online is organic. They’re completely in control. a pattern emerges. When you receive an email from them. Their voice is authentic. Without exception. passion is at play. They understand who they’re talking to. There’s no agenda. They take you on the journey and soon you are invested in their passion. coach you and involve you. The way they’ve organized their content makes sense. You’re invited to celebrate their wins and commiserate with them when things go wrong. it’s all part of a seamless contribution of value. each integral to their brand essence. They’ve spent time researching what people seeking their solution are looking for online. You have clarity. You know from looking at their website. 99 . where they spend their time. There is coherence to their presence online. this is their own territory. You get to look at their books and examine the paintings on the wall. You instantly grasp the solution and how it’s delivered. They’re comfortable in the space and so are you. They’re curious to understand who may be interested in their offer.
Clarity. You can’t help but advocate for them. so you’re happy to give back. so when they ask. it causes confusion as each requires a different site structure. They have given and given and given. The free downloadable chapter. They assist your advocacy.’ The Essence of the Seven Steps Clarity What are you positioning online: your business.0 This is how they connect with you. This is a partnership.’ brings greater detail to the concept and gives insight into why it is so important to get it right. Also known as the 7C Plan to Clan. willing to participate in whatever is happening. Your mutual investment in benefitting others amplifies this combined effort and supercharges your business. like them on Facebook and comment on their posts. They may be in the driving seat but you’re not just a passenger. This seven-step system is essential to successful blogging. detailed in the book. giving you the resources to spread the word and bring others on board. you respond.It’s That Easy: Online Marketing 3. 100 . They’ve invested in your ability to contribute and provide the means by which you can. It’s the nature of the value exchange between you. You trust them. Then they empower you to drive that contribution. Most importantly of all. as it may even inform your succession plan and it will certainly affect growing an online asset. these are the immutable laws for creating powerful business clans. voice and approach. your industry niche or your personal expertise? When a business is stuck between the three. ‘Clans: Supercharge Your Business by Harnessing the Passion of People Online. You’re on board. tweet their posts. from the book ‘Clans. You want others to connect with them so you share their links. they invite you to collaborate.
going through a rigorous exercise to gain this clarity can be challenging. Curiosity • • • Do you know how many potential customers you have online? Do you know if they’re looking for the solutions you’re offering? If they are. Answering these questions will help clarify your business purpose and your blogging: • • • • • • What do I do? Who do I do it for? What is unique about what I do? For what purpose? Why? What’s my big picture? Asking what problems you solve and how you solve them will strengthen your position.Sandy McDonald Entrepreneurs and small business owners often trap themselves in ‘multiple offer disorder. how are they searching for them and who else is providing it? 101 . However it plays out. For some. For business at any level.’ capable of many things. it might even set the path for an entirely new direction. You may conclude that the business continues to build on what it already does. This dilutes their message. or it might signal a change in direction. but not necessarily a master in a defined niche.Blogging for Business: A Different Conversation . you must have it to blog successfully.
competition and potential collaborators? What is their offer? Is it the same as yours? If it is. can you find such rich research as this? How else could you so quickly access customers. selection and analysis will give you a deeper understanding of your market. Market Research At Your Finger Tips You can use keyword research not only to inform your valuable content to attract potential customers. When a potential customer poses a question using a specific keyword phrase and lands on a blog that has that same phrase in the heading with a detailed answer to their query. blogs and discussions. Think of it as a friend. maps. When you find a keyword people are using to search for your offer. keen to give you insights into your business.It’s That Easy: Online Marketing 3. good. Keyword research should inform all of your posts. what they seek and how they look for it. Google presents you with the side bar. you have the opportunity to investigate the websites that are ranking for that keyword. If they’re a business that has created community. revealing who your customers are. Each time you do a search. ‘everything. videos.’ This literally means every online page on the web that is ranking for that term including images. joining the conversation is great market research as you can readily find out what they 102 . shopping books. you’ve gone some way already to what could be a long-term and profitable relationship. news. places. Becoming familiar with keyword research.0 The web has made the process of exploration and discovery easy. Where else with a click. It is also the means by which you can build a significant online presence and be found by the very people asking for help with the problems you solve. It’s an ideas generator. It means that is a valuable keyword for you to employ. but to understand who is doing what in your market. There’s a remarkable tool to assist you in this process: keyword research.
Coherence Coherence is the magnet that pulls all the pieces of your online world together and places them in an orderly manner. so you understand how each works with the other. Each of your main menu items is the equivalent of the chapters in the book and details the components of your offer. Your blog will become an extensive library over time. There are lots of different ways to organize your site and blogging content. Research and planning is integral to working out the flow of your blogging. Set them up for the most important keywords in your market and each day you’ll be presented with nuggets on which you can post. The simplest way is to think of it as a book. Keyword research also helps you structure your website coherently. For those who fear they’ll struggle to find sufficient content. The more you research. By investing this time. You can filter these terms with a focus on your current and future content and awareness on how to use them to connect to potential customers.Blogging for Business: A Different Conversation . this research will soon prove that it’s not about having enough to write about. The content on these 103 . value and are talking about. How you set it up determines how well your blogging is both delivered and organized. Your theme keyword would be the title of the book and the content on the home page. the greater the clarity on how to present your content coherently. You can also use Google Alerts and Google Insights to provide you with daily fodder for your blogging. it’s more a process of elimination. you’ll build up a large library of potential search terms that describe what you do. the equivalent of the blurb on the back cover. It summarises your whole business solution.Sandy McDonald want. This is a rich source of blog content that you can feed back to your existing customer base.
matching it to all you know about your business.It’s That Easy: Online Marketing 3. they charge you for the privilege and then it takes days to get the keys. who does and do you have the keys? Where are all your online account login details? What do you need to do to control your online space? Are all your profile settings consistent? Are you aware of and controlling your online reputation? Having a website and blog that you don’t control is like someone else holding the keys of your car. which integrates with all your social media platforms and your database. The individual posts. communicating and collaborating with your existing and future customers to build your business community online. are the related topics within that chapter. Making the decision either way is part of taking control of your online presence. Communicating your mountain of value and amplifying its impact requires coherence to ensure that every task is done consistently either by you or your outsourcers. planning your site and your initial and future content. When you ask if you can drive it. is the key to connecting. host and manage your website? If not. 104 . Control • • • • • • Do you own. which are filed in the categories of the same name. becomes less daunting. Site Planning When you invest in extensive keyword research. A coherent site. It may also persuade you to renovate or completely rebuild your existing site.0 summary pages explains what each chapter is about.
if your website is built on a proprietary platform—one that a private organization has constructed to perform various online functions— you don’t own it. Communication The key to authenticity is your voice. are content to leave the technical stuff up to someone else. There is. you can only do it from an online environment that you control completely. but you don’t own your online asset. to posit their opinion and counter others. If you’re going to share your purpose with the world. tweet and follow you. who until they became increasingly frustrated at the difficulty of making minor changes to their website. It’s the essence of your business writ large in cyberspace. however. 105 . You may own the domain name. than ‘I or we believe. It’s a mindset shift for many business owners. including your reputation. They like. There’s no spin.Sandy McDonald Worse. especially where you may have been used to sheltering behind a third party. grow and nurture your customer community. become a business of influence and create.’ People don’t join with he’s and she’s. This can be confronting when you first start to really communicate online. Following powerful business personalities online is informative. It feels safer somehow to say ‘He or she believes’. link. to educate. increase your profile. However. This doesn’t mean you can’t choose to outsource all the work around developing your blog and integrated social media platforms. inform and impact on others for the better through their belief in what they offer.Blogging for Business: A Different Conversation . Along with this mindset shift is the recognition that you need to be responsible for everything to do with your online presence. the accounts should be in your name and you should hold all the details on how to access them. a desire to make a difference. They’re usually completely unafraid to say it as they feel.
Telling A Story We’re an audience online. not enough content of value to add or that it’s already been said. the one that believes in what you’re saying and urges you to get the message out. a school leaver could talk for hours about their life’s experience to that point.It’s That Easy: Online Marketing 3. You want to tap into your passionate voice. 106 . Every business has stories to tell that will resonate with their current and future customers: how it started. it would supply sufficient material for many stories. and your audience loves stories. videos and audios. what could be done differently. It’s easier to listen to your Old Mammalian Brain telling you no one will be interested and rephrase what you were going to say. But like them. not reporters. In doing so it will build and enhance your brand integrity. or comments in Facebook pages. you don’t need to connect with everyone or be all things to all people. It doesn’t matter which blogging medium you’re speaking from— articles. forum discussions. how you do what you do and most importantly. It should speak clearly from a deep well of understanding of your business purpose. new wins. Business bloggers are entertainers. on others’ sites. what difference could be made. LinkedIn groups or tweeting—your voice should remain consistent. Asked the right questions. why you do what you do.0 It’s a challenge finding your ‘real’ business voice and giving it the space to be heard. These may not be of interest to people not yet 18 and about to launch themselves into their adulthood. what was learned. what worked. what went wrong. If they were recorded and the content was transcribed. Let’s dispel the myth that there’s just not enough to say. If you’re honest you’ll know it’s tepid.
As each new product develops. There are powerful learning’s for others in each story. the journey from concept to fruition is a story. enthral. or multiple stories if you’ve been telling it along the way. multiplies. To connect with your business community through blogging. products and outcomes. Compelling people. your team members. It keeps on building one post at a time. You’ll be interested in the same ideas. You’ll believe in what they believe in. you’ve learned enormous lessons along the way. direct and have an impact on other’s lives. until you’ve created a major infrastructure which will grow into a major business asset. you need to be both influential and compelling. When you consistently communicate that value. there are abundant stories. If you’re in business. captivate and persuade. you know much already that would be of significant value to your existing and future customers. your values will be aligned. Much of this is of value to your competitors too. Not something to shy away from. suppliers and clients. Influential people guide. you build influence and authority. you’re serving each person that finds you and in doing so. when blogged. The job of blogging is to find those who align to why 107 . Building Influence Who influences you and what are the qualities inherent in their communication that makes what they have to say so compelling? Firstly. value that.Blogging for Business: A Different Conversation . Connection Once you have been through these first five steps you’re ready to connect and stay connected.Sandy McDonald In every one of the people you partner with. Your personal journey within the business is a story. inspire. but seen from another light. When you are clear on your purpose. a way of grooming potential partnerships or collaborations and even a future acquisition.
When a person’s interest is similar to yours or their problem can be solved by your business offer. With their resources. enlightened organizations see the benefit in playing this different game. Collaboration Every startling human achievement is as a result of collaboration. or a script for a video. there is no excuse not to ‘play it better than anyone has any right to believe is possible. It’s about building relationships. and to play it better than anyone has any right to believe is possible. It will keep working to introduce you to new customers and to forge connections.0 you do what you do. LinkedIn and Twitter. Keeping in touch however. you earn the right to make a call to action. or a request to enter their name and email for a free download. Each post should also connect your visitor to other previously written valuable information. Your content can be repurposed years after it has been written. to play a different game. “I think we have an obligation to change the rules. to raise the bar.’ It’s not 108 . With each connection you tap into another brain full of resource and knowledge. tweet or plus your posts and to join you on Facebook. who want what you offer and to invite them to join you.” . through emailing links to your new posts or various social media platforms. the ability to collaborate becomes exponentially higher. so there are and should be sales conversations. Provide your visitor with a number of ways they can continue to stay connected with your business by making it easy for them to like. Nothing you blog is wasted online. It may be a simple recommendation that they call you for further information. is not about having a sales conversation. link.It’s That Easy: Online Marketing 3.Seth Godin At a corporate level. When you present valuable information or answers to your visitors’ queries. made into podcasts. The value of each of these connections can be extraordinary. You’re in business.
But greater than that. Collaboration provides us with abundant resources. Smaller businesses are not limited either by their resources to making a significant difference. it supercharges your business and the lives of those involved in it. As Bill Gates said. it is also the means by which we can inspire them to join with us in a common cause. It is this significant shift in the way we think about the purpose of our business that allows us to have a different conversation. If blogging is the vehicle by which we connect to and maintain a relationship with our community.’ It’s a great world.Blogging for Business: A Different Conversation .Sandy McDonald enough anymore to just bolt on a giving program to fulfil their corporate social responsibility. When you harness the power of people online through blogging. Come on in and blog. ‘reducing inequity is the highest human achievement. Sandy McDonald ABOUT THE AUTHOR Sandy McDonald Sandy McDonald is passionate about blogging as the cornerstone of a social media. Businesses are eminently suited to an involvement in sustainable philanthropy. 109 . committed business community who like and share what you do is the equivalent of having a universal sales force. relationship and community building platform for any business. An active. limited only by the asking. you’ve invested in an even greater privilege—the ability to improve the lives of others.
7 million South African and Zimbabwean children orphaned or made vulnerable by HIV/AIDS and poverty.It’s That Easy: Online Marketing 3. ran their own marketing communications and design business. KasCare Inc. Her belief in impassioned communications online.000 members from 54 countries. confusion and frustration. She and her husband. And that. KasCare is an online charity with an international clan of more than 10. Roger.0 She is the founder of the Why You Must Blog. featured in her book. poverty and inequity.’ She believes that the Web has given every business owner the opportunity to create a clan to benefit all stakeholders and supercharge their business. 110 . trust-based relationship-building processes. over time. The ClanMakers and co-founder of Australian charity. ‘Clans: Supercharge Your Business by Harnessing the Passion of People Online. This experience informs her ability to resolve the three top problems businesses face online today: overwhelm. She has also founded the LinkedIn community. Its mandate is to help the 2. the collective inspiration of these clans will impact on local and global issues of disease. Her clear and simple methodology makes the experience exciting and helps command a different conversation with potential clients. for 22 years previous to this. ArtWords. persistence and an understanding of sound search engine optimization practice have led to the development of the 7C Plan to Clan. Inspiring Women Online as a space in which women (and men) can grow their online knowledge without inhibition.
WhyYouMustBlog. Supercharge Your Business By Harnessing The Passion Of People Online. Valued at: $97 111 .Sandy McDonald Special Offer: Sally is a nutritionist and the owner of a successful business called Nutrition Notes. her business or her industry. Clarity. This manual details everything you have to do to build a self-hosted. There are four different scenarios that describe how she could build a powerful online presence to substantially grow her business.Blogging for Business: A Different Conversation . Your First 12 Steps to Blogging Brilliance. well constructed and positioned WordPress site. You can download the free chapter. in which Sally’s story is detailed to this might apply to your business online. from Clans. www.com/ItsThatEasy PLUS – Get the 100+ page manual. Each depends on her purpose and each uses different domain name and site structures to position her.
anywhere in the world. a membership program is a means by which you charge people a monthly fee in return for specialised information. This information can be delivered in a variety of online and offline ways.It’s That Easy: Online Marketing 3. by the hour.or more? Membership programs are a fantastic way for businesses just like yours to develop a new stream of income. earning you the same amount . It’s the ultimate leverage tool.to having your own online membership program. What most people don’t realise is how easy and affordable it is to get started.0 C H A P T E R S EV E N How To Turn What You Know Into A HighPaying Membership Site BY V I C TO R I A J U D G E Why Memberships? Imagine for a moment being able to escape the trap of only selling your time face-to-face. 112 . working your butt off . Simply put. Developments in technology and the internet mean it’s never been easier to create an online membership-based addition to your business. working for you round the clock. which allows you to work with an unlimited number of clients.
In this chapter. Delivering What you know has great value for others.Victoria Judge I have successfully launched three profitable memberships in the last four years and I have studied the greatest experts in the industry to continuously expand my knowledge and expertise in this area. Marketing 4. make a real impact on the world and make a really good profit along the way. In fact. I’m going to share with you the key steps to setting up your first online membership program and filling it with clients. And I’ll show you that it doesn’t have to be a difficult or expensive exercise. Planning 2. This is your opportunity to share your knowledge and expertise with the widest possible audience. Building 3. Let’s get started! 113 .How to Turn What You Know into a High-Paying Membership Site . you can get started FOR FREE! I’ll show you step-by-step how to: • • • • • choose a big-money niche easily create high-value content that can be used and sold in many different ways leverage new technology with ease get a constant supply of paying members help people all around the world transform their lives This chapter is broken down into four core areas to make it super-easy for you to follow and get started: 1.
they’ll lose out on business.0 Step 1: Planning Goal Setting It’s important to make clear from the start exactly what you want to achieve from your membership project. 114 . the opposite is true: the tighter you get with your niche. Choosing Your Niche ‘Niching’ means choosing a sub-section of your total market to focus your activities and communications towards. Clearly defined goals are your first stepping-stone to success. Many business owners resist niching because they’re scared that if they narrow down the number of people they’re marketing their stuff to. For example: • • • • • How much do you want to spend on creating the membership? When do you want this ready to go live (project timeline)? How much time can you dedicate to the project ongoing? How many members do you want (now/three months/one year)? How much do you want to earn through your membership? Setting clear targets and goals at the beginning of your project will help you plan and give you something to inspire you and to work towards. and the greater success you’ll have in signing clients into your membership. In fact. the easier you’ll find it to reach them with your marketing.It’s That Easy: Online Marketing 3.
Who You can niche by the type of person you want to become a member.Victoria Judge There are three main ways you can niche your membership site: A. The tighter you can get with the type of client you want. 115 . narrow target market with a signature or proprietary system which solves all their problems for them. What you’re aiming for is an inch wide. the system you use to deliver it and the message. C. Your marketing message. mile deep niche . Who AND What The most successful memberships niche by both market and message. What The second way to niche your membership is by what you’re offering. B. It’s like using one of those dog whistles: you end up shouting as loud as you can to get noticed but no one can hear you! So avoid having to shout and instead have a crystal clear message for a specific niche market. tone or theme is another key way to help people distinguish you from all the other services in your marketplace. offering all things to all people. the better result you’re going to get. and helps them get the results they dream of. If you try to be a generalist.How to Turn What You Know into a High-Paying Membership Site . your marketing will be too diluted and your prospects won’t know you exist. tone or theme you use to communicate it.a super-tight. We’re going to look more at defining your ideal client a little further on. Having a signature system and/or style is an essential ingredient to a successful membership program. and lets your prospects know exactly what they’re going to get. It’s a way to stand out from the crowd.
0 Big Money Categories Some examples of niches where other memberships have achieved great success include: • • • • • • • • Make money Save money Look good Improve health/longevity Increase security Get inner peace Increase free time Have more fun Choose a topic that you not only know really well and that you’re passionate about. The most effective way to do this is to create an Avatar. you need to start the exercise of truly understanding their fears and frustrations. gender. Write at least 60 points down.It’s That Easy: Online Marketing 3. what they’re afraid of and what they hope for. what they secretly desire most. dreams and desires. but also make sure there’s demand for it in the marketplace. where they live and what they do for a living to what they bitch about at barbecues. Get a piece of paper and write down everything you can think of to describe your prospect. Market Research Once you’re clear on who your membership is going to target. what keeps them awake at night. Everything from age. 116 .
What structure are you going to use to make it easy for members to digest and to implement.the building blocks. This is also a great way to add people to your list. find out who the current market leaders are in your niche. to get rapid results? Your main options are as follows: • Curriculum Or Ad Hoc: will you have a clearly defined ‘curriculum’ of information that is delivered in a clear sequence over time. narrow this down to the top 10-15 characteristics of your prospect.SurveyMonkey. chances are no one wants it 2.com is a free site which lets you quickly and easily put surveys together. If no one else is doing it. These key points are going to be the driving force behind your marketing copy .How to Turn What You Know into a High-Paying Membership Site . If you don’t know how to start the Avatar exercise .ASK! Find someone who typifies your target market and ask them. Next. the ‘emotional hot buttons’ which trigger the response you want from your market. What are they doing well (that you can take inspiration from)? What are they doing badly (that you can do better)? Format And Delivery Now it’s time to decide how you’re going to deliver your content to your members. Or. or will you choose topics on an ad hoc basis? 117 . put a survey on the Internet or on Facebook. www. Check out what they’re doing Take some time to Google keywords in your niche and see who comes up. Opt into sites that are offering free information and see what they send you.Victoria Judge Next. This information is important for two reasons: 1. Do some research.
in most cases.It’s That Easy: Online Marketing 3. One of the most powerful business models available in the online business arena is called the Ascension Model. Automated: will your membership be set up to automatically deliver content to new members. A basic Ascension Model for your membership might look like this: • • • • • Free information download from your website Free ten minute phone consultation/Free group workshop/ seminar $47 per month membership (completely automated delivery) $197 per month membership (includes group telephone coaching) $497 per month membership (includes one-on-one telephone coaching) 118 .g. using a ladder based on price and. or will members have a choice of different levels? • Price Points Lastly. access to you. there are some decisions to make around your pricing: • • • • What are you going to charge? Will there be an early bird or early adopter discount? Will you have different levels with different price points? Use your market and competitor research to guide your pricing. or will you also include live deliverables (e. webinars)? Multiple Levels: will you only have one level. for your planning exercise.0 • Live vs. Your prospects ‘ascend’ up into your business.
or you have a long-term plan to grow your online business.How to Turn What You Know into a High-Paying Membership Site . 119 . don’t base this simply on time and materials: base it on your level of expertise and the results your members are going to get from working with you. au and www. Get started now. Below are some key areas for you to consider: Taking Payments The simplest and fastest way to get started is to use the recurring payment feature in PayPal. Having said that. but you can actually start a membership with only those tools. you can start a membership without ANY new technology! Obviously you’re going to need a phone and an email address.com. It doesn’t have to be in fact. If you already have a merchant account with your bank. When you’re deciding how to price your levels. I recommend you set up a payment gateway and a shopping cart.SecurePay. as your membership base expands. and then offering them a choice of memberships based on content and access to their coach (you). Step 2: Building A lot of people tell me they’re put off trying to create a membership because it seems really complicated technologically. and grow your technology platform over time. I use www.1ShoppingCart. the more technology you use. the smarter you can get with your setup and delivery of content. Don’t use the distractions of technology as an excuse to procrastinate.com.Victoria Judge You’re building the relationship with the prospect in the first two steps.
0 Delivering Content There are hundreds of different ways to deliver your content.com/EasyPdf (convert your documents into PDF format) www. Below are some great resources to get you started: • • • • www. you can create a new site specifically for the membership.It’s That Easy: Online Marketing 3.com/Camtasia (videos and video editing) A little further on I’m going to show how many different ways you can leverage these simple types of media to create amazing content variety.PdfOnline. I only recommend using WordPress for your websites. because of its great value. Website Options I recommend making your life as easy as possible when it comes to building your membership site. webinars and video. is a wonderful product called Optimizepress: 120 . your best choice.wishlistproducts.com (run webinars and teleconferences) www. To add a password protected area on your existing WordPress website. Or. simply use the plugin called “Wishlist Member”. The main four ways most membership sites use are PDF documents. you can simply create a password protected area on your existing website. by far. ease of use and amazing marketing capabilities.AllConferenceCalls.com.Techsmith.com (just for teleconferences) www. Firstly. If you’re going to build a dedicated website for your membership.GoToMeeting. live conference calls. audio/MP3 files.member. which you can download here: www. Wishlist has very easy to follow installation instructions.
as well as letting you automate all your email marketing. If you go for the sale first. What I want you to understand right now is that your focus needs to be on building that list.THEN you can market your membership to them. It will also ensure you remain in line with spam laws. email marketing software. First. as you build your relationship with them. Designed specifically for building memberships.Victoria Judge www. landing pages. as possible . this incredible WordPress tool is the online marketers’ best friend! The training videos and documentation provided are second to none. or database.com.How to Turn What You Know into a High-Paying Membership Site .com. Your Database The number one secret to a successful membership is to have a big. If you just go for the lead. you’ll lose the 90-95% of your prospects that aren’t yet ready to buy. We’re going to look at how to build your list in the Marketing section a little later on. Bringing Everything Together Your membership site is going to be part of a ‘web platform’ that all integrates and works together to bring you a constant flow of new 121 . sales pages and launch funnels.aweber. you’ll capture everyone in your market and then you can sell to them over time.optimizepress. Your number one goal is to get as many people onto your list. You’re going to need this when you’ve got a list of hundreds and then thousands of prospects and members. I recommend Using a specialised email system like Aweber is a MUCH better solution than just trying to manage your email marketing through a spread sheet and your email account. responsive list. choose your www. on generating leads first and foremost.
you have everything you need to have an incredibly successful membership site. At the end of your build phase.It’s That Easy: Online Marketing 3. they will come” does NOT apply! First sell. Step 3: Marketing There’s a really important reason I’ve placed the marketing step before we look at actually creating and delivering your content. then create and deliver content. your platform will include: • • • • Website Membership Plugin Email Marketing Social Media From this foundation.0 members. and to ensure that the delivery of content to those new members is seamless. When it comes to your membership site. the old saying “if you build it. It’s the ultimate test as to whether people are going to buy what you have and it will save you a lot of time and money if you need to reposition your product 2. This is important for two main reasons: 1.’ Marketing your membership first also gives you a massive advantage when it comes to launching with a bang. and spend some time getting them excited about your membership. you can have a stampede of paying members on day one of your launch. If you build a targeted database of potential members first. It’s easy to procrastinate over launching your membership by spending ages getting your content ‘perfect. 122 .
I’m going to focus on the key areas today.jazz your attention-grabbing title up with words that are going to hit your prospect’s emotional hot buttons. attractive and memorable way. Everything you currently do to market your services (as long as it’s working for you) can be used to market your membership too.Victoria Judge Branding Your Membership Cut through all the noise and chatter of your competitors by presenting your membership site in a compelling. Give your program a big. There are a million and one ways to build your list and because this is designed to be an overview of all aspects of getting started. who it’s for and what it’s going to do for them. you need a sub-title or sub-headline which is going to tell them a bit more about the program and engage their attention even further. Next. Now that you’ve got your membership program presentation and deliverables nailed. Include how long the program is. not the features. Once you’ve locked in your sexy program title.How to Turn What You Know into a High-Paying Membership Site . sexy name that’s going to stop your prospects in their tracks! Avoid generic titles like “weight loss membership” or “how to be successful in business” . it’s time to let people know you’re here and fill your database with red-hot prospects. Current Clients And Existing Database The obvious and easiest place to start is with your existing database of past and current clients and prospects (if you don’t keep the contact details 123 . fat. Remember to focus on the benefits. list 3-5 major benefits for your members: these are the key services you offer and results they’re going to get from being a member of your program.
Landing Pages + Lead Magnets The best and fastest way to build your list is to offer a free information product up front . Just make sure that what you’re offering is high quality.START NOW).It’s That Easy: Online Marketing 3. Lead Capture If you already have a website. 124 . It’s a content-rich document. ebook or course which gives your prospect quality information about how to solve their problem. Don’t feel that you have to write pages and pages. relevant to your target market and useful enough for them to follow it and start to see a result. blueprint. Put together an email or letter announcing the imminent launch of your awesome new membership program. or get the result they want. Put your BEST STUFF into your lead magnet. video. people won’t come back and buy the next step. They still need you to help them implement what you’re teaching them. This is a form that you place in the top right hand corner of the page requesting the visitor’s contact information. in return for you giving them your awesome information. Offer them a discount because they’re on your list and encourage them to pass the offer on to family and friends.0 of every single person you come into contact with regarding your business already .instead of going straight for the sale. but actually it will have the opposite effect. report. step one is to get an opt-in form onto your Home Page offering your front-end information product (lead magnet). Many people worry that if they do this. Aim to create something that’s quick and easy to consume and provides instant gratification. Less is more when it comes to lead magnets. Giving away your best stuff up front positions you as the trusted expert and advisor. This is known as a ‘lead magnet’.
125 . Set up a Facebook Page specifically for your new membership program and update it at least once a day with useful.000. you’re certifiably INSANE not to have a business presence.000 people globally now using Facebook. create a community. Hold a free 90-minute seminar or information night on how to achieve what your membership program promises its members. to educate your prospects and ultimately you want to be strategic with your posts. This allows people to sign up directly to your mailing list through Facebook. and will never return again. Use your Facebook Page to generate interest in what you’re doing. If you use the Aweber code. Tip: set up a specific membership tab and app for your Facebook Page.Victoria Judge Your email marketing system generates the code for you so all you need to do is cut and paste (or send it to your web guy to do it for you if you don’t have a content management system on your site). relevant content. Seminars/Workshops Find a small. low-cost venue in your area and book it out for 90 minutes once a month for three months. A Home Page without an opt in form is a MASSIVE marketing mistake! Most visitors to your site are there for less than 7 seconds. Social Media With over 800. Make sure that your fans know that if they want more information they can go to your website to opt-in for your free information product or to join your membership program. so you HAVE to grab their attention and their contact details as quickly as possible.How to Turn What You Know into a High-Paying Membership Site . without you having to manually go and add them to your lists. to build trust. anyone who fills in your opt in form will automatically go into your database.
They’re super easy to set up and run. The most effective FREE way to fill your webinar is to advertise your event through Facebook and to your database. 126 . plus you can record them and (you guessed it) reuse them forever as front end products. GoToMeeting has two key products: GoToMeeting and GoToWebinar. CD sets to sell. You get a free 30-day trial to have a play with it and make sure it’s something you want to use.these can be reused as information products forever. This is also a fantastic way to build your credibility and position yourself as the local expert in your area. and you must make the creation of high quality content a cornerstone of your marketing plan. Tip: record all your live events . Even in this Internet age. Content Marketing Content marketing isn’t just about generating leads. content is still king.0 If you converted just one person from each monthly workshop. or contact you directly.com and create an account. before you can add them to your list. The important difference for you when it comes to list building is that your attendees have to register to attend the Webinar option. If you use GoToMeeting for your Webinars. Webinars Webinars are a SUPER NINJA way to build your list! Not only that. Here’s how Webinars (online seminars/teleconferences) work: Go to www. This means they automatically get added to your list. you’re going to need to get your attendees to take action to sign up for your offer.It’s That Easy: Online Marketing 3. but they powerfully assist in positioning you as the expert in your niche. you’re making this worthwhile. etc.gotomeeting. it’s how you establish yourself as the leading expert in your niche.
• • • Pay Per Click (PPC) Paid online advertising is still one of the fastest ways to grow your database. They help you grow your database. Google Adwords and Facebook Ads are where you’ll run your PPC ads and both give you multiple options by which to drill right down into who will see your ads. Also. 127 . create regular.because when you reach the right people. The tighter you can get with your targeting. because your paid ads are only as good as the information you plug into them.Victoria Judge Create a content creation schedule around the following key publishing strategies: • Blogging: publish every week at the same time. Videos: with Google now owning YouTube. the more success you’ll have with your ads . your social media networks and email the link out to your database. Post to your website. keywordoptimised content for the important online article directories. This is one of the areas in your marketing plan where your market research is going to be invaluable.How to Turn What You Know into a High-Paying Membership Site . Use a mixture of yourself talking to the camera and recorded presentations. video has become even more important. Webinars: webinars are the list-builder and membership siteowner’s best friend. grow your content library and position you as an expert. you’ll get the clicks you want. Articles: choose a selection of online magazines or publishing platforms that reach your target market and submit your articles to them regularly.
and not more than 12. Aim for at least seven steps. Step 4: Delivering You’ve got a plan and you’ve got goals. complimentary business owners who already have the attention and respect of the people you want in your membership and approach them with a win-win suggestion for helping each other build your businesses. You’ve researched and tested your market. Signature System Whether you decide to go with a curriculum or go ad hoc. and to stand out from other memberships. People like systems and they help you structure the delivery of your content by giving you a roadmap to follow. by creating your own signature system.0 Joint Ventures Find like-minded. Media Choices There are so many different ways you can capture and publish your membership content. it grows your database and. A signature system is a series of steps that map out for your members exactly how to achieve the results that you promise. You’ve chosen a red-hot niche full of people who are hungry to learn what you know. A good joint venture serves many purposes: it builds your credibility in the marketplace. it helps you sign new paying members. you’ll find it easier to plan your content. of course. and started generating interest as well as leads ready to sign up as members the moment you launch. Below are some suggestions you can use to build the components of your membership program: 128 .It’s That Easy: Online Marketing 3. it helps you grow your content. Now it’s time to look at creating your membership site content.
Group mentoring. Create it once . Articles. Some people find creating little often works best.have fun! Content Creation Schedule It’s very important that you set aside time and space to create regular content . You can also be smart in how you use your content. ring-fence the time in your diary and make sure nothing gets in the way. Interviews. Online tools. Worksheets. Email/SMS support Private Facebook group • • • • Be creative.Victoria Judge • • • One-on-one phone coaching Home study courses. MP3 downloads. DVD/Video courses.both for your membership and your marketing. Figure out what works best for you. transcribed into an ebook or broken down into a series of articles or blogs. Success Stories. Members of the online business community understand the power of joint ventures and we love to support each other! 129 . Teleseminars. Transcripts. mix it up . CD of the month. a video can be turned into an MP3 or podcast. Webinars Video presentations.How to Turn What You Know into a High-Paying Membership Site . Call-in days. For example. Weekly email tips Forum Newsletter Cheatsheets Mindmaps. Others set aside entire days to create larger amounts all in one go. I’d also encourage you to invite guest experts in from time to time to bring a fresh approach to your content. Case Studies.use it forever.
newsletters if you have one. introduce bonus content and 130 . lose members. worst case scenario. For example. but also that your members have a great experience. you’ll notice that there are particular times at which members unsubscribe. try recording brief MP3s or video clips for your community.0 Communication Rhythm To keep your membership delivery.. it’s easy to get confused about what needs to be done when. when you blog and Facebook updates if you use them. What can you do to keep those members for longer? First and foremost. and your marketing. what each of the communications needs to say and what media you want to use.. This is by far the best way to keep members for longer. Tip: Mixing your media will boost your success. To counteract this. Who you communicate with. Without this calendar. For example. Over time. when each of your membership deliverables goes out. you need to create a ‘communication rhythm’ for yourself. instead of always sending plain text emails. when and how. Your communication rhythm should cover how frequently you contact your prospects and members. miss something and. straightforward and stress free.It’s That Easy: Online Marketing 3. It will cover all your emails/ autoresponders. make sure not only that your content is high quality. Not so much when they start unsubscribing. smooth. This is a calendar of communication events for your business. you might start to see member drop off after three months. Keeping Members You’ll be so excited when you implement all your new membership site knowledge and start seeing your program filling up with paying members.
marketing and Internet.How to Turn What You Know into a High-Paying Membership Site . Really. When they can see the value of staying .Victoria Judge ‘sneak peeks’ of what’s coming up.they’ll stay! Final Thoughts I’ve given you a lot of information in this chapter about how to build a profitable. Now go grab yourself a pen and a piece of paper and start writing down your goals! Victoria Judge ABOUT THE AUTHOR Victoria Judge Victoria owns and operates Expert Agency – a unique. social and digital marketing agency for entrepreneurs. But what I’d love you to take away is how easy and quickly it is to get started with your very own online membership. technologically savvy membership site. she channels her energy and passion into helping entrepreneurs create wealth by bringing their epic business visions to life. content rich. 131 . to encourage your members to stay (this is where having your signature system can be powerful). full service web. a group of people with a problem to solve and a passion to succeed. Obsessed with all things brand. all you need is a bit of knowledge.
step-by-step guide to building. Victoria spends her time at the beach.au Special Offer: The Online Membership Bible: a complete. tutorial hand-outs and a membership manual valued at $497. riding her horse or pottering around her seaside home. This includes four video tutorials.It’s That Easy: Online Marketing 3.com 132 . launching and growing a six figure. online membership program. You can visit Victoria’s website here: www. To get access to your special offer go to: http://EasyOnlineMemberships. Victoria moved to Australia in 2008 and immersed herself in studying the strategies and psychology behind creating success as a business owner launching her own series of successful online and offline business ventures.ExpertAgency.com. When she’s not with clients or working on Expert Agency projects.0 Originally from London where she was a corporate project manager.
People. at such a rapid pace that many organisations. Planet and Profit . chances are that in the near future your work will be automated or outsourced to someone cheaper than you. online business. Planet And Profit B Y T A N YA H O N E Y C H U R C H How To Build Your Online ‘Dream Team’ For Business Success “Coming together is a beginning. Corporate downsizing. but contribution to people and the planet are also part of the bottom line. boss and clearly defined set of responsibilities is a legacy from the Industrial Revolution. the speed of technology. You can’t stop it or pretend it’s not happening. Welcome to the ‘New World of Work’. 133 .” - Henry Ford Change is happening everywhere. You can see it. If your work is easily replicable.Tanya Honeychurch CHAP TER EIGHT People. product and information savvy customers. Excessive corporate greed is now frowned upon as the momentum grows behind a global movement of business that not only generates profit. learn from it and make it your best friend. project work. staying together is progress. industries and individuals are floundering. declining industries and new emerging industries are some of the factors influencing and shaping the workforce globally. What should you do with it? Embrace it. Slaving nine to five is ‘so yesterday’ and thinking of work only as a job with an office. and working together is success. consulting.
Regardless of nationality or location. Suddenly. Increasingly. Ask any entrepreneur about 134 . Working online means that individuals can now build a business based on their own limitations and personal abilities and talents which can be fully utilised. Along the way there has always been a need to invest in human resources to assist with the operation. people from all over the globe are being sourced and paid for what they know and what they can do. knowledge and labour from all over the world is now available online from both developed and developing countries. entrepreneurs and business owners are realising that there is one underpinning critical success factor: you must accept that you can’t successfully do business alone!! There has never been an entrepreneur or business owner who has gone out into business alone and ended up alone.It’s That Easy: Online Marketing 3. For entrepreneurs. promoting their expertise and skills. Talent. The New Age Worker Now. building and growth of a business.0 For anyone under thirty years of age the expectation is assumed that you have to create your own career and life. The ability to be self-reliant and resilient is the key to the new world of work. consultants and small business owners the online world is overflowing with opportunities and possibilities. People in their droves are opting out of office existence and taking their careers into their own hands and pursuing their passions and interests. like never before. the playing field has been levelled and it’s not only large corporations that have the luxury of employing the expertise they need for business success. and the world’s knowledge and talent is now available and ready to be shared. The shift from work done to pay the bills to meaningful work and fulfilment in working lives is now the focus. using social media communication platforms and communicating on a global scale. workers are embracing technology.
“What was your secret to success?” to which he replied. determination. The best entrepreneurs are great leaders and great leaders know how to build great teams. I recently asked a highly successful (now retired) entrepreneur who wishes to remain anonymous. Your Professional ‘Dream Team’ Most traditional businesses employ full-time employees in job roles such as: • • • • • • • • • Human Resource Management Public Relations and Marketing Sales Information Technology Operations Customer Service Accounts & Finance Research & Product Development Legal Expertise However. shared vision and growth.” Successful businesses are built on team effort. Planet and Profit . entrepreneurs are able to build their business and create a passive income as written in the Tim Ferriss best seller. new age entrepreneurs only need to know where to source this ‘dream team’ expertise and pay on a project or piece work needs basis.People.Tanya Honeychurch the secrets to their business success and they will tell you that the ability to build a business through the activities of a skilled diverse team is essential.‘The 135 . By utilising the skills of others. “By finding people smarter than me to help me build my business.
The benefits can far outweigh any associated costs of a paid mentor as they help you in several ways: • • • • • • • Support for identifying. Your Personal ‘Dream Team’ Another important source for building your ‘Dream Team’ is your personal network and support group. setting and achieving goals Expanded vision Extended networks and support systems Improved communication skills Increased self confidence and self-esteem Personal growth and self-development plans •Potential joint ventures Business savvy friends to have coffee with. this concept of outsourcing tasks is being adopted so that entrepreneurs can generate an income for life. associates from other industries. professional network groups.It’s That Easy: Online Marketing 3. A business mentor can become the most important person on your ‘dream team. hopes and fears. inspirations.0 Four Hour Work Week’. older experienced entrepreneurs. Increasingly. which enables them to spend more time on creative and social enterprise focused projects. industry network groups. 136 . these people will help you to eliminate any feelings of isolation and will provide a sounding board for you to share your business ideas. Once you have established these groups. LinkedIn group associates are also people and your advocates and should be nurtured as part of your personal business team. Surround yourself with advocates who understand what you do and what you are focused on achieving. concerns.
If you already have people in your network that can help you set-up and operate your online business – congratulations. 137 . A virtual knowledge worker is one whose work depends on what they know.. An effective entrepreneur is one who knows where to get knowledge or skill when it’s required. videographers and photographers. globally. However.. Outsource. Enter The World Of The Virtual Knowledge Worker Have you heard of the term ‘Virtual Knowledge Worker’? ‘Virtual’ simply means working from your own space over the internet. copywriters. you are on your way. but knowledge only becomes powerful when it is organised into definite plans of action and directed into a larger purpose. You would’ve heard the saying “Knowledge is Power”? This is true. transcriptionists. ghost-writers. This facilitation of knowledge is the skill of the entrepreneur or business owner who has the passion and vision to be conveyed to other members of the team. People worldwide are creating portfolio careers for themselves which are working schedules based on selling what they know to several clients or sources of income in the global marketplace.People... most people starting out in online enterprise will find themselves on an exciting journey of outsourcing ‘virtual knowledge workers’ with specialised skills to work on specific aspects of business. coders. Examples include specialists such as web designers (masters). Outsource. Broadband connectivity is making ‘teleworking’ or ‘telecommuting’ a viable proposition for millions of people.Tanya Honeychurch Where To Find The Dream Team? Outsource. They may have advanced ‘know-how’ that others need.. social media marketers. Planet and Profit ..
increasingly via remote work locations made possible by good internet connections and the latest communication technologies. Karen has gathered very useful skills. When I first met Karen and asked her what she did. Karen become so highly sought after that she now employs other virtual assistants for her own online business.0 As we make the transition from the Industrial Age to the Information Age at lightning speed. she explained in a very friendly manner “I do all of the things in the office that nobody else wants to do!” Are you a person who loves administration or would you like to have some more free time? Needless to say. Case Study. knowledge and life experience which led her to working as a self-employed virtual assistant. Karen and her virtual team now help other businesses with a broad range of projects.It’s That Easy: Online Marketing 3.Karen Nankervis From My Beechworth Secretary The Virtual Assistant Karen started out as an administrative assistant in 1980. life experience. Karen has built a very successful business. Virtual Knowledge workers can use their prior work experience. Below is just a small sample of the projects she works on: • • • • 138 Phone services Creation of newsletters Report writing Database creation and maintenance . Fast forward to 2012. it is becoming increasingly obvious that knowledge and expertise is an asset which can be bundled or packaged and sold as ‘consulting fees’ or charged out as hourly rates or project work. and having worked in a variety of different roles. skills and knowledge to offer services to business.
your business will be ready for expansion and growth. Once business systems and structures are in place.People.snail mail and email Data entry of accounts for bookkeepers Formatting documents Creating some graphic designs for marketing materials Facilitating meetings and conferences Word Processing Spreadsheets Local business development Stock Maintenance Records Becoming a successful entrepreneur is not just about working smarter. Planet and Profit . This may involve employing virtual knowledge workers to take on many of the common tasks you handle.Tanya Honeychurch • • • • • • • • • Correspondence . it’s about building a system which will function effectively whether you are physically there or not. for example: • • • • • • • • Web research Industry analysis Market analysis Scheduling interviews and meetings Appointment follow up Processing invoices Updating databases Email replies 139 .
0 • • • • • • • • Creation of documents Writing Editing Proofreading Online purchases File maintenance Preparation of reports and newsletters Business planning Once you begin to outsource these functions and tasks you will start to expand your business and begin to create your ideal lifestyle. To be an effective business operator you will need to free your time from daily operations to focus more on other activities such as marketing. new business development and planning. Fiona has clients all over Australia. joint ventures. She says that the internet and communication technologies such as Skype have enabled her to build a very successful business and create a large referral network of other professionals. Search Engine Optimisation. networking. Specialising in Web Design. affiliation programs. Online Business Consulting and Online Marketing. When she helps a client to set up an online business she works in collaboration with other preferred 140 .and very soon found herself in high demand. Case Study: Fiona Fell From Growing Wealth Online The Web Designer Fiona started working as a virtual knowledge worker in year 2000. She completed her studies .a Bachelor of Electronic Commerce .It’s That Easy: Online Marketing 3.
there are a number of new and emerging websites such as those listed below and are indicators of how work is changing from full time employee to the self-employed virtual knowledge worker. It’s no longer a headache to find.People.elance.guru.odesk.com www.you will be pleasantly surprised at how affordable and professional it can be! The beauty of these sites is also that payment is only made upon completed work to accepted standards.com www.com www.’ The tagline on Elance says: ‘A world of talent ready to work.freelancer.com www.vworker. graphic designers and videographers which are sourced from her personal network or searching online.com (Sydney based) www. Planet and Profit . www. Take some time to research .com According to one small business CEO.” The tag line used on the Freelancer website reads: ‘Hire online for a fraction of the cost. Some Useful Websites To Source Workers If you would like to try sourcing talent in the global marketplace. there seems to be no end to the talent available and within affordable reach.fiverr. 141 . “Elance gives my small business the team to do very big things.’ Freelancer proudly claims that it is the world’s largest outsourcing marketplace empowering entrepreneurs and small businesses worldwide. manage and pay talent while growing my business.Tanya Honeychurch specialists such as copywriters. With just under 4 million professionals to choose from.
If the work is not good the worker may not be paid until it is up to standard and obviously that worker or site may not be used again. blogs.It’s That Easy: Online Marketing 3. work ethic and productivity are often higher from those people who work from home. Release payment to freelancer How Do I Know I Will Get Good Work? It has been said that worker engagement amongst virtual knowledge workers is twice that of employees because their reputation and quality of work is at stake. Post project online 3. can have more capability than the systems offered in organisations. Compare prices/bidders (look at previous jobs completed and specialist areas) 4. This is the same as in traditional business but with a lot less risk and capital outlay as is invested in the employment of an employee. Publicly available tools that virtual knowledge workers frequently use such as social sites. Trial and error is sometimes required before a good working relationship is developed between entrepreneurs and virtual knowledge workers. Create Payment 5.0 In six easy steps you could be on your way to finding all the business support you need: 1. 142 . Approve completed project 6. Accuracy of and quality of output. Virtual knowledge workers often have technology at home that is equal or superior to the equipment and technology provided in an office environment. Register 2. wikis and videoconferencing.
of course. People Power Strategies for successful relationships . are the ideal way to source members for your dream team. After quietly absorbing information and being exposed to a number of presenters and workshops. Planet and Profit . I emerged from that weekend feeling as if I had found a large group of long lost friends. a Social Media marketing guru and a copywriter who could help me make my 143 . There are a number of ‘Entrepreneurs Alliances’ worldwide .People. I registered and was intrigued. When you engage the services of a person who is referred to you. Building on that intrigue. This is a brilliant arrangement as you will immediately know where to source services and products for your online business.these are extensive networks of small business and virtual knowledge workers who refer each other’s business services and products to each other. You will also be introduced to other people’s business and learn from their experience and knowledge.Tanya Honeychurch How to Find and Try a Good Virtual Knowledge Worker? Word of mouth referrals. You will also feel as if you have found ‘your tribe’ and will often find yourself amongst like-minded people who help negate your feelings of isolation as a sole trader. the tendency is to feel comfortable as the service has been tried and proven by a trusted source. looking forward to attending with my friend and meeting lots of other like-minded entrepreneurs. I finally felt as if I had ‘found my tribe’. Suddenly I had made connections with a lawyer who specialised in Intellectual Property. a Videographer who could record professional videos for my You Tube channel. This year I was invited to attend a two day Entrepreneurs Network conference.Local The importance of a good referral network cannot be underestimated.
Now when someone asks me for details of any service associated with online business I can confidently refer virtual knowledge workers from a broad variety of expertise. Strategies For Successful Relationships . Most of these networks encourage as many people as possible to join. After that weekend I had high profile people connecting with me on Facebook and Linked In and I received invitations to several other key events that took me further into the online world. strategic. likewise to me. Work can also be completed on a project (piece by piece) basis. think of it as ‘business building’ and an opportunity to connect with people who can help you to get to where you want to be with your business. outcomes focused. A professional virtual knowledge worker will have a good online profile and a range of commercial experience.It’s That Easy: Online Marketing 3. They can also operate effectively from anywhere in the globe. If you are happy with the results this person could become a reliable resource and an integral part of your online team. An experienced virtual knowledge worker also knows how to work in a particular way that is creative.Global When engaging a virtual knowledge worker from an unknown source. For those of you who don’t like the word ‘networking’. start on a small project first to test the waters and see if their capability is a good match to your expectations. These types of workers are an increasingly valuable resource for online businesses which often struggle to support the salary costs of full time employees. analytic and independent. I had also very quickly become a part of a large referral network which now enables me to refer potentials clients to people that I have met and they. 144 .0 website more effective. so take a friend or colleague who you think would enjoy the experience of expanding their group of contacts.
it is equally important that the knowledge worker is able to operate autonomously. however too many of us die amid mediocrity! Do you just need someone to do the job or would you truly like to build a team of outstanding individuals who work towards your business goals? To build a ‘dream team’ will require leadership. It is essential to build a working relationship with these workers and integrate them into your team so that they have a clear understanding of the following: • Your core business . excellent mentoring and role modelling efforts on your behalf. and often.Does your virtual knowledge worker have an entrepreneurial mindset and partner with you in seeing opportunities and potential avenues for business? • • How To Manage The Dream Team .Tanya Honeychurch Although it’s good to feel connected to other workers and be part of a team. A professional virtual knowledge worker will have certain level of self-confidence. good work ethic.What are your work standards that a virtual knowledge worker can learn to understand and work to? Entrepreneurial Mindset .What is your business? What are your products and services? Who are your clients? Who are your competitors? Your standards .People.What Can You Do To Ensure Team Success? Each of us is born into genius. 145 . Planet and Profit . bid for projects and self-promote to create consistency in work flow and income. resilience and a willingness to market themselves to organisations. to ensure that your team understands you and your business objectives. as a ‘business within a business’.
learn from and share the expertise that you are engaging. Set the ground rules . 5. by the end of this month we will have created a customer base of 10. the better placed they will be to offer their expertise.It’s That Easy: Online Marketing 3. products and services.the more your workers know and understand about your business. Clarify team member responsibilities .large organisations write position descriptions and key performance indicators to be used for monitoring and achieving goals .encourage creativity and listen to fresh ideas that your workers may have. Create and convey a clear common goal .why not your business? Take the time to clearly specify what tasks are required and this will help the worker to remain on track to complete work to the standard you require. Collaborative Learning . Achievable. Be proactive in having strategies in place to reduce problems and stay alert. Avoid predictable problems . 3.0 Top Ten Online Team Management Tips: 1.000 and sold products to 10% of subscribers. Realistic and Timely) e. 2. 6. procedures and systems . 146 .g. Educate about your business .this needs to be a SMART Goal (Specific.if you expect common problems. 7. Measurable. This goal must be achievable for the workers to believe in their task and strive for success. There is always something to be learned from everyone. Bring ideas to life . they won’t sneak up and surprise you. skills and knowledge.why not your business? By sharing your values and operating principles you will be starting a working relationship with your workers that is transparent and easy to follow. 4. Have fun and collaborate with your team members whenever you can.large organisations have policies.
Tanya Honeychurch 8. The tools used for teleworking are numerous and include technologies such as such as Evernote.People. Citrix – GoToMeeting and Cisco’s WebEx. Skype. Use 21st century communication tools such as Skype to connect with your workers online individually and as a team as you would in a physical office.spend time to really clarify what specific skills people have. Clarify Skills . If you nurture this satisfaction and tap into workers who take ownership over their work and projects you will enjoy outstanding results. Worker Ownership According to Blanchflower & Oswald in their 1998 paper. You will end up spending time correcting work anyway. self-employed people have much higher levels of job and life satisfaction than employees.make sure that you don’t rely on just one person for a specific skill. Use a pool of talent so that if someone lets you down you have another person to turn to. Teleworking And Technology Activities such as webinars. 9.ensure that you always communicate clearly and with detail. Try to avoid engaging the services of someone who says they have the skills but perhaps don’t. Don’t put all your eggs in the one basket . Communicate often and clearly . 10. 147 . Planet and Profit . shared whiteboards and multi-party audio and video conferencing are helping people to work anywhere and anytime. Dropbox. Google Docs. This will reduce opportunities for misinterpretation and waste of time and resources. These ever evolving technologies are helping to make teleworking a global reality and connect virtual knowledge workers to entrepreneurs in real time.
these team members are at the coal face of your business and they may have valuable and improved ideas and ways of achieving your business goals. Remember.It’s That Easy: Online Marketing 3.0 If your workers have useful ideas and ways of working better. consider these thoughts and don’t simply disregard their opinions. This tool will help you to identify if the person is a good match to your business and potential long-term prospect. Once you have worked with a virtual worker you can conduct your own Entrepreneurial Mindset Skills Audit. Entrepreneurial Mindset Check-list: • • • • • • • • • • • • • • Personal drive Initiative Tendency to freely share information Stamina Confidence to network and market self Focus Outcomes driven Persistence Commitment to goals Visionary (see the big picture) Self-Awareness Positive ‘can do’ mindset Adaptable to take up new opportunities Capable of action 148 .
Another important member of your dream team may also be a business advisor who can take your business from the start-up phase right through into a saleable asset. 149 . People change.People.Tanya Honeychurch • • • • • • • • • • • Decisive Ambitious Willing to embrace technology Willing to assist others Mindful of being a good corporate citizen Aware of local community Aware of economic conditions Ability to think outside the square Existing level of business acumen Good negotiation skills Good communication skills As your business grows and matures you may want to hire the services of contractors with a changing focus on these attributes. I have met and know several entrepreneurs who have worked hard. built their businesses to a certain level and then sold. businesses change. This is often the long term goal for entrepreneurs and I highly recommend starting out with the end in sight.Business Advisor As with all things in life. which has resulted in financially setting them up for life. the economy changes and your desire to maintain the business may also change. Your Exit Strategy . Planet and Profit .
0 A business advisor can be a person to help you with the final chapter of your business or may be a part of your dream team from the beginning to end. An online business advisor can play a vital role in helping you build.g. The more specific you are about your answers the more specifically you will be able to work towards your final goal and locate a business advisor suited to your needs. These are the types of questions to keep in mind when considering your ‘big picture’ plan for your business and selecting a business advisor to become a member of your dream team.It’s That Easy: Online Marketing 3. grow and successfully exit your business so that you have something real to sell to a prospective buyer. Business Advisor Quiz: (Business Advisor to Business Owner) • • • • • • • • • • • Why did you establish your business? How long have you been operational for? How does your business fit into the relevant industry? What niche in the industry do you fill? How is your business different to others? (e. do you have any unique IP or service?) Do you have any competition? Do you have a Marketing Plan? What is your sales strategy? Do you have a sales funnel? How many times do your customers buy from you? What other businesses do your customers use? How is your business currently positioned for expansion? 150 .
Planet and Profit .People. when you need it. By having an open mind to technology and new ways of working. there is an element in all of us that desires to have more time and to be able to maintain the lifestyle that we like to live. In short. Be committed to the mantra that it is possible to attain the dream of work-life balance and passive income as described in the Tim Ferriss bestseller “The Four Hour Work Week’.Pablo Picasso Regardless of what stage of the business cycle you are in. you will need to take action and have a human resource strategy in place so that you can source and utilise the expertise and knowledge that others have. No matter how committed you are to your profession and career. Your outcome should be that you will design a system which will eventually replace yourself and your time and the business will operate efficiently whether you are physically there or not. you need to create a ‘Dream Team’ which is a collective group of virtual knowledge workers who can work in your business so that you can work on your business.Tanya Honeychurch Business Advice Project: (Business Advisor to Business Owner) • • • • • • Why are you seeking the services of a Business Advisor? What outcome with your business are you seeking? What timeframe would you like to work to? What does your business look like after 1 year and 5 years of operation? What attributes are you seeking in a business advisor? What resources are available to you for this project? In Summary: “Action is the foundational key to all success” . 151 . locally or worldwide.
In October 2010 Tanya took a leap of faith and created a successful social enterprise – Lifelong Careers. Building on her Masters of Professional Education and Training.0 learning to embrace. learn and share information and by keeping people. learning and development. Tanya Honeychurch ABOUT THE AUTHOR Tanya Honeychurch Tanya Honeychurch is a highly successful online Business Advisor. planet and profit as your main focus (and in that order). and the internet industry. 152 . Career Development Practitioner. industries. Tanya’s expertise has been built over several years in teaching. Internet Marketer and founder of Lifelong Careers.It’s That Easy: Online Marketing 3. Lifelong Careers has been designed to be the world’s leading Careers community in which real time information and life stories about careers. with operations based on building a community of entrepreneurs. you too will join the growing ranks of the new world of work. Tanya is committed to educating people about the importance of adopting new ways to work and embracing technology in the information era. develop and manage their own careers and businesses. From a successful career in the government. human resources career development. employees and students to help each individual design. corporate education and not for profit sectors. the world of work and online business can be shared. professions.
videos. networking events and Entrepreneurs groups.com. Special Offer: Lifelong Careers is committed to educating workers and entrepreneurs about new ways of working on a global scale. ‘Business Online’ and ‘My Time’.Tanya Honeychurch Tanya is the creator of ‘Work for Yourself ’. Tanya is a regular exhibitor and presenter of seminars at several national Careers Expos. careers and online business. ‘Market Yourself ’.au 153 . Committed to social enterprise via Lifelong Careers.com/ 2) Apply for an Entrepreneur Mentoring Consultation with Lifelong Careers: To find out how to qualify email: tanya@lifelongcareers. mobile phone apps.People. ‘Life After School’. Planet and Profit . a suite of self-help systems including eBook. online program and workshop series designed to educate people about the need to package their skills and knowledge and market themselves to local and global market places. webinars and educational tools and resources about work. Tanya spends most of her time developing information products including online programs.10 week online program designed to help your potential workers package and sell their skills and knowledge to entrepreneurs such as yourself – valued at $297 Claim by signing ItsThatEasy onto: www.FreeCareerAdviceCourse. To help you source and attract dream team members to your business you will have free access to the following: 1) ‘Work for Yourself ’ Program: ‘Work for Yourself ’.
Can you picture that? Hear the horns blaring in the background? On top of that. Have you noticed that? The car’s feeling a lot jerkier than normal? It’s a feeling that I’ve had before when driving and it’s a feeling that I’ve had before when marketing. And to make it worse. not knowing where you’re going and being late – and the result of all that. Picture yourself in the driver’s seat and imagine not having any idea where you’re going. right! You can feel the frustration building and building and even the simple things like changing the gears and accelerating and braking – things that you usually take for granted – are all going out the window. you’ve got a deadline. imagine that you’re lost. is stress. How do you feel right now? Now. you’re already late. simply.0 CHAP TER NINE Programming Your Marketing GPS BY M I K E S M I T H Have you ever had to drive around a big city that you didn’t know very well? Driving around that city. You don’t know where you’re going. You don’t even know where you are. Not knowing where you are. 154 . You don’t know the city. and there are things flashing past you all over the show. street signs and traffic lights seemingly jumping out at you and cars are all over the place.It’s That Easy: Online Marketing 3. It’s stressful. You’re late for an important appointment in a city that you don’t really know. you don’t even know where you are.
Programming Your Marketing GPS While you’re driving around in your car. When you’re driving your business forward. guiding your every move. it needs to be able to work out where you are right now – Your Journey .Programming Your Marketing GPS . Or in other words. And it’s no different for your business.Mike Smith What if you could remove that feeling? What if there was a way to take away the stress and give you a sense of direction? What if I could give you a simple tool to show you where you are. Secondly. Firstly. it needs to determine how to get you there using Your Best Route Possible. And lastly. as soon as you know where you’re going and as soon as you know the best way to get there. your GPS needs to know where you want to go – Your Destination. Why? Because as soon as you know where you are. The goal of this chapter is to have you thinking strategically about your business. 155 . Implementing a marketing strategy and asking yourself strategic questions with your marketing is just like having your own GPS. And then you can focus again on the driving – actually running your business. When you start to add a level of marketing strategy to how you’re growing your business online – when you switch that Marketing GPS on – the journey becomes a lot more enjoyable. to have you switch on your “Marketing GPS”. there are three things that your GPS requires for it to work. all of that stress just dissolves. there are three things you have to program into your Marketing GPS for it to work too. guide you to where you’re going and get you there on time? Because there is a tool just right for the job and that tool is a GPS.
Marketing tactics are simply the strategies that you implement online. your blog. “Strategy without tactics is the slowest route to victory. Reverse engineering your results so that you know that everything you do moves you purposefully towards your end goal. such as “What else could I be doing to make a sale?”. 156 . Thinking strategically is always keeping in mind what you’re aiming for and working backwards from there.It’s That Easy: Online Marketing 3. the first thing you have to program into your Marketing GPS is Your Destination. a popup box on your webpage or even a special offer. Having a clear marketing strategy will have you achieve your desired results.” While the Chinese general Sun Tzu didn’t have online marketing in mind when he said that. Having a Marketing Strategy simply means that you’re consistently thinking about your marketing from a strategic standpoint. For many businesses. Your tactics could be an email campaign. It means that you’re always asking yourself key strategic questions to make sure that everything you do has a clear goal. the majority of your time is spent at the tactical level. Tactics without strategy is the noise before defeat. Any marketing tactics you implement will be far less effective unless they’re implemented with a solid overall marketing strategy.0 Your Destination So that you can keep driving your business forward. it’s important to think strategy before you think tactics. And it’s something that is sorely lacking from many businesses – and something that will dramatically increase your results. Your Marketing Strategy is different from your Marketing Tactics. It’s your Marketing Strategy. faster. or touch points. It’s where you want to go. And it’s usually driven by tactical thinking. It’s the end result you have in mind. When you’re thinking strategically about your business. it’s relevant all the same. you’re thinking with the end in mind. When marketing your business online.
So what other results could you be aiming for? Do you want to engage with your prospective customers and build a relationship with them? Do you want to be trusted? Would there be value in you being perceived as being credible or being known as the expert? Would you like to be respected in your market? And would having greater brand loyalty be beneficial? Do you want to increase your customer satisfaction? Do you want more referrals? Do you want to be seen as innovative? These are all strategic objectives. 157 . “What result am I trying to achieve?” is a simple question that most business owners don’t ask themselves or haven’t spent nearly enough time to properly work out. It’s to think in terms of your overall marketing goal. to think strategically about your business is to think in terms of results. You can see that. Remember. “What is the ultimate position that I want to hold in the marketplace?” And secondly. to make your tactics as effective as possible. So what is the position that you want to own? Do you want to be the cheapest? How about the best? Perhaps you want to be known as the fastest? Whatever it is for you.Mike Smith To think strategically about how you market your business is to think in terms of results. But Marketing Strategy isn’t just about those two questions. In fact. those two questions are just the beginning. Firstly. once you’re clear on the position and perception you want to own.Programming Your Marketing GPS . What result are you trying achieve online? Are you trying to generate leads? Increase your brand awareness? Are you trying to close sales? In my experience. “What ultimate perception do I want to own?” Just by answering those two questions you can see right away the impact that that would have on your marketing on a tactical level. you need to be very clear on the specific goal you’re trying to achieve. you can ensure that your tactical efforts back up that position. Your Marketing Strategy can be worked out by asking yourself two questions.
Your Journey While driving along in your car. Unless you’re constantly measuring and tracking. Yet you can see the impact you can have on your marketing tactics by having clear strategic objectives. Spend some time getting really clear on your strategic objectives and always remember to bring yourself back to them. So for you to 158 .0 Most online marketing tactics have one goal in mind – to make a sale. you can then get to programming in the next piece of data – Your Journey. your GPS is always taking little measurements and snap shots of where you are so that it can work out what to do next.It’s That Easy: Online Marketing 3. And once you’re clear on your goal and you know Your Destination. This is exactly the same when driving your business. do you think your tactics will be more effective? If you look at the emails that you currently send out and work through those questions. do you think you can make them better? How about your website? Or your blog? Your Social Media Marketing? Do you think you could increase their results by thinking more strategically? Have a think about your current marketing tactics. Every day there are opportunities to take little measurements and snap shots of where you are so that you know whether you’re on track or off track. Without knowing where you are. Because once you’ve got it locked in and your business is driving itself towards Your Destination. simply fix them or get rid of them. By focusing on what you’re trying to achieve. If you start thinking about those questions. if you took a wrong turn or went off track. lock it into your Marketing GPS. you’ll constantly pull yourself towards it. Do they all support your strategic objectives? What is the strategic objective of each of your tactics? Don’t fall into the trap of “being busy being busy” – if your tactics don’t match a strategic goal. your GPS wouldn’t be able to work out what alterations are needed get you back on track. you have no ability to make the alterations you need to make to get you back on track.
which will drive your business forward powerfully. Another great reason to track your results online is that it takes the emotion out of the equation. The first reason is because you want to know what is working and what isn’t. you’re really missing a massive piece of the puzzle – and a massive opportunity! The main reason for tracking your results is so that you can improve them. So it’s important to know what’s working and it’s important to remove your emotions when choosing what tactics to focus on. I’ve got some news for you. When driving your business. more importantly. you can really hone in on what is working and what can be improved. You don’t want to be spending unnecessary time implementing tactics in your marketing plan that are there for the sole reason that you enjoy doing them. you don’t want to be going around in circles “being busy being busy” and it’s just too easy to be caught up doing things that aren’t moving you closer to Your Destination online. The only way to improve your results is to change what you’re doing. you can start to make changes to your marketing tactics and take control and ownership of your results. 159 . So many strategies and touch points and ideas to choose from! By tracking your marketing results online. you add a level of transparency and. accountability to your marketing activities. By tracking your results. If you’re just keeping track of your results and that’s all you do. I mean. there are so many things you can do.Mike Smith switch on your Marketing GPS and have it guide your every move.Programming Your Marketing GPS . There are many reasons why it’s important to track your results. And by tracking your results. You need to be able to measure your return on investment and ‘gut feel’ can be a very costly way of measuring what you’re doing. or that you have a good ‘gut feel’ about. you need to be able to track your results and have a system in place to regularly review them. And while both of those are great reasons to measure your results.
You could add pictures. The only way to improve the results of your marketing tactics is to change what and how you’re doing them. There are many things that you can change and test with your marketing. There is so much potential data out there that you run a serious risk of being buried alive. You could even change the language you use for the call to action. if you were running an email campaign. or the position of it in the body of the email. it requires the numbers you track to be relevant. you simply don’t know whether it worked unless you track the results. And the majority of the information is totally irrelevant! Remember. add a headline or use different key words. nothing less. Through online analytics software. What I’m getting at is that. To think strategically about how you market your business is to think in terms of results. For your Marketing GPS to work effectively. Your Marketing GPS is the same. There is something to be wary of though – don’t track everything just for the sake of having something to measure. Nothing more. but it only tracks what it needs to track. to see what offer works the best for your market. To make sure that the numbers you’re tracking are relevant. there are many factors that contribute towards its success. change the colour of the text. make sure you keep bringing yourself back to your overall goal. and requires the numbers you track to be checked with an appropriate frequency.0 If you try something new. you can track almost anything you can dream of. so it makes 160 . you now have some clear strategic objectives that you’re working towards. You could try different subject lines to test what gets the best open rate. You could test changing the call to action. you don’t want to be busy being busy. Don’t load it up with data that it doesn’t need. I’m sure you get the idea. Each of those strategic objectives has a number of tactics supporting them. it’s all done in vain. unless you’re tracking the results and can compare them side by side. For example. A real GPS computes thousands of pieces of data every second. Having spent time programming Your Destination into your Marketing GPS.It’s That Easy: Online Marketing 3.
161 . people these days are like “Digital Goldfish” – you’ve only got between three and ten seconds to get their attention before they swim off somewhere else. which means capturing your target market’s attention and making them take action. If you’re trying a different headline on your webpage however. you’d potentially end up in a lot of trouble. Your strategic objectives and the tactics you’ve chosen to support them will determine the frequency that you’re checking your results.Programming Your Marketing GPS . Now it’s time to find Your Best Route Possible to achieving even better results. the better your ability to alter your results for the better. If the GPS in your car only checked your position once every 10 kilometres. By using some common sense with what you track and how often you track them.Mike Smith sense that the results you’re tracking are related to those tactics. your chosen marketing tactics have to stand out in the sea of sameness. The same goes for the marketing of your business. the numbers you’re tracking for your Marketing GPS have to be checked with an appropriate frequency. to achieve your goals using Your Best Route Possible. If you’re trying different subject lines in your emails. YouTube videos. track the results from campaign to campaign. you’ll prevent yourself from driving too far off course in a fog of irrelevant data. or not often enough. As well as being relevant. Your Best Route Possible You are clear on Your Destination and you’re tracking the relevant data along Your Journey so you know you’re heading in the right direction. Whether you’re using a podcast. If you check your numbers too often. your website or an email campaign. you’re going to want to leave it for more than a day before you change it. To quote marketing legend Paul Dunn. they end up being meaningless. The smarter you are with how often you check and compare your numbers.
not about yourself. All of your communication needs to be relevant to your target market. And not only do you have to capture their attention. Have a look around. You have to know what tactics are going to be the most effective for them. rather than yourself in mind. read your email. To stand out from your competition. You have to understand their wants and their needs.0 One of the challenges with online marketing these days is that there is just so much going on. Which means you have to know who your target market is. you’ll stand out from your competition straight away and you’ll begin to really engage with your prospects. They list how long they’ve been in business. and engage with. you need to be able to capture the attention of your target market. your target market – not just anyone. Most of the content on websites these days is all about the company and not the customer. Your prospects want to know how they will benefit from using your product or service so really spell 162 . they don’t care about you – they care about themselves. People receive so many emails every day. You need to be able to solve their challenges. It’s all about them! What your prospects want to know is “What’s in it for ME?” And if that’s what they want. engage with your social media entity. And if all of your marketing tactics are created with your target market in mind. With tabbed browsing they can read and research ten different websites at the same time – and often more! You need to have people linger on your website. give it to them! Make sure all your tactics talk about your prospects. Luckily for you. and their products.It’s That Easy: Online Marketing 3. You have to speak in a language that’s appropriate for them. most of your competition is doing it wrong. They’re saturated with online media. you have to really engage with them in a way that your competitors are not. their awards. The key here is to capture the attention of. As much as it hurts to hear it.
Consumers buy with their emotions and the best way to appeal to someone’s emotions is to show them how they’ll benefit from your product or service.Programming Your Marketing GPS . So what? Because it cuts closer and leaves less irritation. You’ll feel confident. so what? Well. A feature of a new razor for women could be that it has three blades. There is a simple test you can apply to all of your marketing to find out what the benefits are to your target market – so you can find out “what’s in it for them” – and that’s the “so what?” test.Mike Smith it out for them. so make sure that your answers to “so what?” are from your target market’s perspective. As an example of the “so what?” test. you only have to look at the numerous home shopping network channels and their products. not yours. It has no relevance. So what? So you’ll feel comfortable showing them off. Now that you know “so what?” the women considering buying the three bladed razor will know exactly what they will gain when they buy it. You’ll feel empowered. The first impression you get when you switch to the 163 . because by itself it doesn’t mean anything. you’re able to really paint a picture of the benefits. Just remember. let’s have a look at women’s razors. you’ll end up with smoother and sexier legs than if you used a regular razor. no “what’s in it for me?” So the razor has three blades. Can you see the difference? Just stating that the razor has three blades is virtually meaningless. By applying the “so what?” test. If you want more proof that people buy on benefits rather than features. The fact that is has three blades in itself doesn’t appeal to anyone that doesn’t know why it’s important. But by applying the “so what?” test. By simply asking “so what?” of all of your marketing tactics. having three blades means it can cut closer to your skin and you’ll have less irritation from shaving. you can start to really drill down into the meaning of what you’re saying and its relevance to your target market. you turn all of your features into benefits. your target market are interested in “what’s in it for ME”. You start to appeal to their emotion.
It’s That Easy: Online Marketing 3. your overriding goal is to have the left-hand side of the formula be greater than the right-hand side. It’s an emotional benefit driven sell. or Dissatisfaction. Of how terrible life is now without having their product or service in your life. it really is rather simple. Resistance is made up of a combination of two factors – product resistance. the more you’ll understand (and be able to better communicate) the reasons why your target market wants what you have on offer. Now that you’ve got your target market’s attention and they’re engaging with you. 164 . otherwise known as the Formula for Change – D x V + f > R. so her resistance is going to be lower than someone who doesn’t need a razor right now. Resistance. and competitive resistance. a woman with a blunt razor will have a lower product resistance than a woman with a brand new razor. Ask yourself “so what?”. And it works! Now I’m not suggesting that you go as far as some of the infomercials on TV do. but I’m sure you get the idea. Painting an emotional picture of what’s possible. overcoming your target market’s resistance to buy. Everyone in your marketing has a different level of resistance depending on their circumstances. The more you do it. Let’s start off with the right hand side of the formula. and then ask yourself “so what?” again. The Buying Formula sounds complicated but. But do people buy them? Absolutely! They’ll say a feature of the product just once and then spend 10 minutes talking about the benefits of that feature. when broken down. When marketing online. Using the women’s razor example again. it’s time to make them take action. And the best way to promote action is by using the Buying Formula. multiplied by Vision. A woman with a blunt razor and a dinner date tonight will have a lower product resistance again. Of how life will be different. plus Easy First Steps has to be greater than Resistance. You know with a 99% certainty that they aren’t going to work. She has a need for the product and a need for its benefits.0 channel is that the products look cheap and nasty.
When you’re in the market for a new product or service. if it’s too hard to buy from you. I need to clearly have a vision of what’s possible. In your marketing. For example.Programming Your Marketing GPS . unless you can make your market’s leg hair grow faster. the more likely you are to overcome my resistance. then I won’t. have been forced to go through a lengthy and difficult registration process and have given up. What you can control however is their competitive resistance. I can’t count the times that I’ve put something into a shopping cart online. Have a think about your current market tactics – what are you doing to lower my resistance? Do you currently use testimonials and other social proof to demonstrate that you’re trustworthy? Are you doing anything to reduce my product resistance or show how you stand out from your competitors? The next part of the Buying Formula is Dissatisfaction. The greater my dissatisfaction for the present. For me to take action and buy. people buy with emotion. even if you’ve made me dissatisfied with my current reality and you’ve clearly shown me what’s possible. what are you doing to create dissatisfaction for me? How are you painting a picture that will have me no longer happy with my current situation? The most dissatisfied you can make me with my current reality. then my competitive resistance to you will be lower than my competitive resistance to your competition. How good is your marketing at creating a picture of what’s possible? The last step in the Buying Formula is Easy First Steps. you can choose who to do business with. there is little you can do to make them need more razors right now. Remember. Even if I have a low resistance to buying from you. 165 . like and trust. Closely linked to Dissatisfaction in the Buying Formula is Vision. If I trust your business more than that of your competitors. Show me why I should be unhappy with my current circumstances and then show me how life could be different. the more likely I am to buy.Mike Smith Product resistance is largely out of your control. People do business with those that they know.
you’ll notice that many weight loss pill companies will use words like “all-natural” and mention how dieticians and physicians recommend their products in order to appear credible. And make sure that. I’ve wanted their product. To overcome that high product resistance. And then they’ll show you pictures of lean. Go through all of your marketing tactics now to see how you’re using the Buying Formula to make your target market take action. or are concerned about the safety of weight loss pills.0 They’ve overcome my resistance. Ask yourself how you can reduce my resistance. Because if you can better capture the 166 . you may have a low product resistance. How can you make me really dissatisfied with the present? See whether there is a better way of showing me the vision of what it could be like to benefit from your product or service. let’s have a look at Resistance. And all you need to do right now to stop feeling sorry for yourself and unhappy is pick up the phone and call 555 5555. attractive faces. on every marketing piece that it’s just that easy for me to get in touch and buy. It’s such an Easy First Step that you can do it before you realise what you’ve done. If you don’t trust miracle cures though. If you’re currently overweight or feel self-conscious about how you look. Look at those lean legs. to lack confidence and inner strength. let’s have a look at how weight loss pills are often marketed online. To build on your Dissatisfaction. they’ll use lots of emotional ways of reminding you how it feels to be overweight. healthy and happy people to show you a Vision of what’s possible. How easy is it to buy from you? How easy is it to contact you? Is your call to action clear enough that I know what to do without trying? Do all of your marketing tactics even have a call to action at all? As an example of the Buying Formula in action. Firstly. to not feel healthy. you’ll have a high product resistance. But the first steps have been so complicated and time consuming that they’ve managed to increase my resistance enough to stop the purchase in its tracks.It’s That Easy: Online Marketing 3. or click this button right here. rock hard abs and smiling.
167 . you’ll find Mike reading about nutrition or working out at the local CrossFit gym. financial strategy and coaching firm based in Bendigo. Australia’s largest micro business community and he is the co-owner of Bold Digital. His expertise is in lead generation for small business. a specialist accounting. His focus is on simplifying the marketing process for business owners so that they can focus on their passion – running their business! Mike is a Sales and Marketing Strategist with May Partners.com.Mike Smith attention of your target market and make them take action faster. He spends his time working with small business owners in Central Victoria to grow their business and massively improve their results. both online and offline. When he’s not growing small businesses. branding and identity. developing sales strategy and creating effective sales processes.Programming Your Marketing GPS . Mike Smith ABOUT THE AUTHOR Mike Smith Mike Smith has dedicated his life to growing small business. He is an avid fan of technology and enjoys the odd quiet beer too.au.FlyingSolo. an online marketing business devoted to helping small businesses better promote themselves online. you know that you’re using Your Best Route Possible. Mike is also a contributor on www.
au/itsthat-easy.MayPartners. Enter your name and email address to get “Mike’s Top 10 Marketing Tips for Causing Massive Results in Your Business”.au www.au www.com/in/MikeSmith10x Special Offer: To access this free offer.com/MikeSmith_10X http://au. valued at $47 168 .com.Twitter.LinkedIn. head to http://maypartners.com.It’s That Easy: Online Marketing 3.0 For more information about Mike Smith: firstname.lastname@example.org.
It’s my strong belief that if you want to be successful online. Just like you. I find many small business owners fail to build a campaign that will work long term. even 80-hour weeks. Now I’m not just telling you this. working 70. or what we marketers call channels. Many business owners set up a Google Adwords account or do some basic SEO but they don’t build a long-term strategy. I’ve been a small business owner and faced the same challenges I’m now helping business owners to overcome. I’ve actually lived it.Samuel Junghenn CHAP TER TEN Tying It All Together And Supercharging Your Marketing Through Integration BY SA M U E L J U N G H E N N Over the next few pages I’m going to show you how you too can build an online marketing campaign that will generate you more new business than you ever thought possible. Your strategy should include a combination of marketing methods. then you need both a short term and a long-term online marketing strategy. They are so focused on getting results quickly that they miss the bigger picture. You see.Tying it AllTogether and Supercharging Your MarketingThrough Integration . 169 . I was a hard working small business owner for many years.
until I found Internet marketing. Yahoo and Bing. When I started working with him. rarely getting out of my pyjamas before 2pm. law firms to large online retailers and everyone in between. I did a simple Twitter Search on the people within 25 miles of his practice who were suffering from migraines. Over the last few years I’ve helped all sorts of people grow their businesses online. When I discovered the true power of the Internet. I sold my businesses and had the lifestyle working from home making money online. Recently I was working with a chiropractor in the UK who had set up 27 different websites. people can’t see the forest for the trees. Over time though. Let me give you an example.It’s That Easy: Online Marketing 3. I want to demonstrate that. I got bored. So I decided to start Think Big Online to help small and medium sized business owners with the things I was having success with. and there are only so many times a day you can go for a swim. When I wanted to go and do things during the day. This was his SEO strategy and the only strategy he was using online to drive new business. Sure. I worked a few hours per day from my studio apartment. as this particular chiropractor was a specialist at dealing with migraines. Each website was aimed at a different keyword trying to drive targeted visitors to his business from search engines like Google. too often. friends were at work. from local plumbers to plastic surgeons. in which case it was to go for a swim at the beach. Business owners would come to me after hearing from someone that they “need to be on Google” or “Facebook is where it’s at. Now I’m not saying that Google or Facebook are not good traffic sources. They are amazing when used correctly. you have to get on there” and they had the belief that the only thing they needed to do was this one tactic and millions of dollars would fall on their heads. 170 .0 That is.
isn’t just isolated to this chiropractor. You might be asking “Well how is that bad if his SEO was working and he was getting clients?” You see. There have been so many cases where Google changes the way it indexes sites and some drop from the rankings they have had overnight. one that combines all the major promotional channels 171 . one of the most dangerous numbers you can have in business is “one”. In some extreme cases. This problem. it’s a problem I see across nearly all businesses I work with. people have lost multimillion dollar businesses instantly and even tried to sue Google unsuccessfully. Google is not the only one. though.Tying it AllTogether and Supercharging Your MarketingThrough Integration . I digress… Building your business through one or even two channels is like having a rickety old card table that only needs a slight bump and it will fall over. any third party site that you build your business on can be taken away in an instant. as opposed to building a grand ballroom table with 24 legs that is not going to tip over even in an earthquake. There have been many cases where people have built up huge followings on Facebook only to have the page shut down without warning and they lose everything.Samuel Junghenn The search results showed that. he runs the risk of someday waking up to find his leads have stopped dead. he was missing the large number of people on social media who needed his services. in the last 24 hours. By focusing just on SEO. 17 people who all had complained about a migraine within his area. Anyway. You Want To Be Everywhere They key to successful business growth online is a properly integrated marketing strategy. And by relying on one traffic source to provide leads.
posters. it’s branding consistency or integrated branding. Most people will treat these all as separate sections of the business. Facebook page and Google Adwords as the marketing channels you use in your business. Having banners. cars.0 to build a safer and more profitable business. Sometimes the problem is that businesses both big and small have the wrong idea of what an integrated marketing campaign is.“ Here’s a basic example… Let’s say you have a website.It’s That Easy: Online Marketing 3. business cards or anything else that looks like something else you have in your business is not “integrated marketing”. but what if you did the following? • Your website and blog is your main online hub. Here’s what I believe integrated marketing is: “True integrated marketing is using more than two channels and tying them together to work in conjunction to provide leveraged results and more touch points with a prospect. email list. Recently. I was at a large internet marketing conference and heard a well known marketing manager of a large company say that “You have to have an integrated marketing campaign. Then he went on to show their integrated campaign.” fair enough. It was banner ads which looked the same as the landing page. This integrated approach allows a business to cross-leverage their methods and be seen as the market leader. this is where you want your visitors to spend the most time. stationary. • 172 . This made me realize that not many people really know what integrated marketing is. Your email list is going to be generated from your website where you have placed a form for visitors to fill in and join your email list. as this is where most of your sales are made.
This opt-in is for the people that may have found your Facebook page through other sources or seen one of their friends “like” or interact with the page. you ask them to share the posts on social media if they like what you have to say. you set up a basic Google Adwords campaign and drive targeted visitors to your website.Samuel Junghenn • To get subscribers to your email list. they will start seeing your Facebook posts. you then send them a series of emails over the next few months. as before. email marketing. The conversion goal of your Adwords campaign is to get people to opt-in to your email marketing list. Then. using the form on your site. Once you have captured the lead onto your list. On your Facebook page. You also reference the great blog posts you are putting out on your website and send them back for a second bite of the cherry. Google Adwords and Facebook to create a sequence of content and events. the people that came from Google might not have known that you have an amazing Facebook page or that you put out useful blog posts every Thursday. It now gives you more touch points with your prospective clients. Once they have “liked” your Facebook page. The emails provide value to the subscriber by providing tips and industry insights. You also ask your subscribers to go to your Facebook page and “like” it because you put out more tips there which you don’t include in the emails.Tying it AllTogether and Supercharging Your MarketingThrough Integration . • • • • This is a very basic example that you can use to integrate your website. which sends them value-adding emails on autopilot. 173 . you also have an email opt-in like the one on the website.
ThinkBigOnline. And honestly. You see. it’s just a one trick pony. To see a mind map of how this works go to: www. to a new business owner. and neither will your integrated marketing strategy.It’s That Easy: Online Marketing 3. rather than strategically planning and moving through the process step-by-step. Over the next few pages we’re going to move through the process of setting up an Integrated Marketing Strategy for your business.0 Even a small integrated strategy like this can build trust with your customer and keep them engaged with your company. Anyone who’s been caught up in a Google Update where they have dropped from a number one ranking to not ranking at all would understand 174 . in practice it means you are missing out on a large market share and introducing unwanted risk into your business. which will increase the chance of them buying something from you and/or telling their friends. Traditionally. Don’t worry though. a business that relies on a single marketing channel isn’t really a safe business. it can be overwhelming. As such. com/Integrated-Marketing-Example Hold On Nelly! Now I know. that sounds like a lot of work. In my opinion. they focus on single marketing channels and miss out on the greater opportunity. though. As the old saying goes “Rome Wasn’t Built In A Day”. the overwhelm sets in because the business owner sees too many options needing to be worked on at once. many business owners wrongly believe that large companies are the only companies who can truly afford an integrated marketing strategy. you won’t need to be a technical genius or a Fortune 500 company to set it up or run it. While in principle this is a great idea.
Tying it AllTogether and Supercharging Your MarketingThrough Integration . Don’t try and do it at the same time you’re watching TV. This will help you to be creative in the planning process. I think you can achieve this goal. Also. you’re struggling to make even one. But it also teaches the business owner to expand their views past just the one strategy. 175 . The next. What I want you to do is get a blank page and draw a line down the centre. your business may or may not be engaged in online marketing. Under each headline. Just remember to put aside some dedicated time to actually complete the tasks. My goal for you after reading this chapter is to allow you to walk away and create your own Integrated Marketing Strategy for your business. I want you to write down the marketing channels you are currently engaged in and the channels you want to be engaged in. I suggest that you sit down in a quiet room of your office and get some butcher’s paper or a big whiteboard. don’t just use black pen here. So the first step is to identify what channels you are currently engaged in and what channels you could be engaged in. write Offline Channels. Hopefully you can shortcut that kind of learning experience in your business by taking the principles I’m about to share with you and implementing them for leveraged success. baking cupcakes or playing the guitar.Samuel Junghenn what I mean. And Have fun! So let’s get started with this process: Step #1: Identify Your Channels Currently. use full colour to visually engage your brain in the process. In the left column at the top. By following the step-by-step process I share with you below. One day you’ve got thousands of visitors and you’re making heaps of sales. This kind of update really shows how fragile a business is that relies on a single marketing channel to generate sales. write Online Channels and in the right column at the top.
It’s That Easy: Online Marketing 3. As you go through this process. Generally I recommend 176 . but it gives you a good place to start. It’s important in this first step that you list every channel. don’t be surprised if you find more channels than you initially thought.0 To help you out. Step #2: Grade Your Channels The second step is to take the list which you just wrote down and add a grade to the effectiveness of each channel. Often I find business owners don’t really realise exactly how much marketing they are actually attempting until they sit down and audit it. I’ve started to put a list of channels together for you below: Online Channels: • • • • • • Social Media Email Marketing Search Engine Optimisation Pay Per Click Advertising Banner Advertising YouTube Offline Channels: • • • • • Radio Advertising Reseller Network Newspaper Advertising Referral Program TV Advertising By no means is this list extensive.
For example. This step is the most in-depth step out of the first four. But if you are not yet tracking your marketing. 177 . where I want you to grade from highest to lowest the order in which you wish to use each online and each offline channel.Samuel Junghenn just using a three-tier grading process: Highly Effective. Now. Effective and Ineffective. and if I have five offline channels then I would rank from 1 to 5 (with 1 being the first channel I would use and 5 being the last). Taking the example that I’ve used above in Step #2. The columns are “Rank”. then do it based on how you feel it is returning for you. Here’s an example using the list from above: Online Channel: Social Media | Grade: Effective Offline Channel: Radio Advertising | Grade: Ineffective Step #3: Rank Your Channels This step is important. if you are tracking your marketing. as it will help to identify which channels you are going to put your focus into first. Step #4: Map Your Integration The fourth step is to now map the integration of your online and offline channels and identify how they will work together. if I have seven online channels then I would rank from 1 to 7. we can now add two extra columns to it for this step.Tying it AllTogether and Supercharging Your MarketingThrough Integration . so make sure you put aside a good half-day to sit down and do this properly. I’m not just aiming to make everything work together. When building an integrated marketing strategy. I’m also aiming to get each part of the strategy to return a positive return on investment. you should be able to do this grading just from the results.
As such. it may also increase the number of times a viewer actually sees your advertisement. write them at the top of a new piece of paper and then list out under them some of your ideas on how to integrate them. Here are some basic example ideas any business could use to integrate these two channels: • • • • • Place Facebook Page In TV Advertisement Upload TV Advertisement To Facebook Drive TV Advertisement Viewers To Like Facebook Page For A Coupon Post A Status Update Of When The Advertisement Will Air On TV Create A Facebook Survey On Feedback For The TV Advertisement These are just a few basic ideas which would help the TV Advertisement gather more viewers and your Facebook Fan Page more Fans. Then I would map how to integrate these two channels.It’s That Easy: Online Marketing 3. In fact.0 Using the example outline in step #3. this is where the first integration would happen. So take the two top ranked channels. I take the top ranked Online Channel and the top ranked Offline Channel. So in the example above here are the two top ranked channels: Online Channels: Social Media | Rank: 1 Offline Channels: TV Advertising | Rank: 1 In this case both Social Media and TV Advertising are the top ranked channels. 178 . To work out how to integrate these I first brainstorm out my ideas.
it’s time to look at the campaigns you are planning to run. For example.Tying it AllTogether and Supercharging Your MarketingThrough Integration . This is where you create a plan which combines the different marketing channels you have within your Campaign. When defining your campaign there are three things you need to define: the campaign name. I know this is sounding a little technical. the less time you will need to plan and execute the strategy. creating a marketing campaign. So just to clarify. but it’s important to understand the basis of how to build a strategy and the terminology used so you can effectively do this yourself without getting lost. It’s important to understand that the list I’ve given you is just a sample. a campaign is made up of a promotion and a channel or a set of promotions and a set of channels. A campaign is basically a promotion or set of promotions you are using to raise awareness of your business. Step #6: Build Your Complete Marketing Strategy The next step in the process is to build your Complete Marketing Strategy.Samuel Junghenn Using the old direct marketing principle of seven meaningful touches with your audience to make a conversion. Most business owners would be able to come up with an even greater list. resulting in a faster return on advertising investment. Remember to have fun and get creative! Step #5: Define Your Campaign Now that you’ve identified your channel and mapped the integration of those channels. this can significantly quicken that process. The more time you put into this area. This promotion may be advertised across multiple channels. the promotion and the channels. a promotion may be your 10th Anniversary Birthday Sale. 179 . Now you can go through and do it for all the channels.
Then. you can use multiple tools to make this work. When putting together your marketing campaign. Meaning you can get input from other team members in the process as you complete it.It’s That Easy: Online Marketing 3. The example at www. It allows you to work creatively and visually and also allows you to simply make changes as needed. which essentially is just a repetition of step #5 and #6. Most rollout documents look at a one month. The one that I use is www. 180 .ThinkBigOnline. In my personal opinion.bubbl. put the campaigns in the most logical sequence by thinking about the end goal.us. you place them in order. Once you have defined your period of rolling out all the campaigns. TV Advertising and Email Marketing. There are many mind mapping programs out there. I think mind maps work the best for this kind of work. in the 10th Anniversary Birthday Sale. so just ensure you define this period before building the document. six month or 12 month period. until you have all the campaigns you plan to run for your defined period.com/Integrated-Marketingexample was made with www.us. I would create a strategy which combines Social Media.bubbl. Step #7: Build Your Campaign Rollout The final step in this 7-step process is to build your Integrated Campaign Rollout. as it allows you to share your mind maps with other people.0 For example. This step will be a little bit easier as you are simply combining your ideas from step #4 with your campaign from step #5.
Assumption #3: Defined Lead Funnels The final assumption is that your business has defined lead funnels where you can use your marketing campaigns to push customers into the “lead to sale” process of your business. for those looking for more robust solutions. Assumption #2: All Marketing Activities Are Grouped Into Campaigns You will notice there are no steps in this process to integrated “daily marketing activities” and.com could do this for you. you need to make sure that you have a marketing system that tracks all inbound leads and sales back to the source of the lead. as such.zoho.Samuel Junghenn I usually like to decide on the first and the last campaigns and then fill in the middle.Tying it AllTogether and Supercharging Your MarketingThrough Integration . these daily activities need to be designed as campaign based activities. This can be easily handled with a spreadsheet or. All you need to do now is fill in the details for how you execute each channel within a campaign. So. A lead funnel is basically a stepped system to closing new potential customers into sales. An example may be 181 . As you can see with this 7-step process. It’s important to note that the 7-step process makes a few assumptions which I need to get clear on: Assumption #1: Integrated Tracking For an integrated Marketing Strategy to work you need to be able to track the results of your campaigns and the channels within those campaigns. a cloud-based Customer Relationship Management system like www. any business in any industry can create effective integrated marketing campaigns. You now have the big picture framework to enable you to piece together the grand plan. as it provides a good framework for clarity.
if you have a Twitter account or Facebook fan page. here are a few tips I can share with you for ensuring your Integrated Marketing Strategy works for you: Tip #1: Focus On Results. rather than campaigns with small investments. include them in all of your campaigns as a way to boost the number of people seeing the campaign. Now I’m not suggesting that you ignore your budgets. In my experience you can get greater return on investment on campaigns. In fact. Tip #2: Include Free Channels In All Campaigns Where you have channels to market that are essentially free to use. which have greater investment in them. if you could invest $100.000 and make back $500. into a sales follow up call. instead I would suggest running fewer campaigns with greater investment. The problem with business owners is we get too focused on the time and financial cost of our campaigns rather than on the returns they will generate. include them in all campaigns as you can 182 . rather than more campaigns with a lower investment. by default. Ultimately this process is exactly what I use when consulting with my business clients. These are the only three assumptions I’ve made in creating this 7-step. This simple lead funnel would be the end result of the campaigns you are running. Not Costs Let me ask you a direct question. For example. easy to follow Integrated Marketing Strategy process for you. you would go out of your way to find a way to make this investment. into a closed customer. Over time though I’ve realized a few things from my consulting.000 with certainty would you do it? You probably would. It also helps businesses to get clearer on their marketing return on investment as well. It’s never failed to deliver measurable results.It’s That Easy: Online Marketing 3. so to make this even easier for you.0 an online enquiry form.
Bought is where you are spending money to have your message delivered. it’s about “working smarter on your business” that counts. Ensure that you are putting enough time aside each month to strategically plan. In my personal experience. Hopefully this 7-step process. it’s not about working hard within your business. Earned is where people share your advertisement or message because it adds value to their audience. Work with your partners to utilize all channels for cross promotion. is a business owner who’s going to be head and shoulders above the competition. plus the bonus tips I’ve included in this chapter. when it comes to campaigns. Owned is where you own the asset in which you are broadcasting the message. By engaging on more channels you will increase the volume of the message and drive more customers and sales to your businesses. 1. Remember. All campaigns should include elements of all three and you should ensure that the owned media is included in all campaigns. a business owner who is willing to sit down and invest their own time in creating a proper Integrated Marketing Strategy. 3. 183 . review and change your businesses marketing as needed. make sure you use the exact same process.Tying it AllTogether and Supercharging Your MarketingThrough Integration . will help you to achieve your business goals. Tip #3: Cross Promotions When working with other companies to have them promote your business or you promote their business.Samuel Junghenn leverage your earned and owned media. there are three types of media you can use: earned. Essentially. owned and bought. Don’t just assume the cross promotion is done only by one channel. 2.
Together We Can Do So Much. one of my online marketing courses. 184 . we are now at the end of this chapter. as I had to cut so much of what I wanted to share. Samuel Junghenn ABOUT THE AUTHOR Samuel Junghenn “Alone We Can Do Little. Samuel believes the true power of the internet is only unlocked when businesses combine all online mediums to produce an integrated marketing effort. It was very difficult to sit down and write this. From this chapter you now you have the big picture of how to tie all the elements together and Online Fast Start shows you how to execute each medium. Hopefully you’ve derived a lot of value from what I’ve shared with you.0 Unfortunately.” – Helen Keller This quote from Helen Keller sums up perfectly the philosophy that Samuel Junghenn has on online marketing. He specializes in helping businesses integrate their marketing efforts into a single stream creating massive leverage and results. but if you want more guidance and help then I suggest you invest in a copy of Online Fast Start. I believe that I have given you the fundamentals of what you need to build an Integrated Marketing Strategy for your business.It’s That Easy: Online Marketing 3. Samuel is a serial entrepreneur with a burning passion for online marketing. The course is designed to help business owners like you grow their business online and start generating new sales quickly.
com and www. he decided to start a snowboard importing business at 17. Australia and started his first business at age 12 selling eggs from his chickens. While others were struggling to grasp even the most basic concepts. Samuel was powering ahead and starting to get some results.Samuel Junghenn Samuel wasn’t always an Internet marketer. The next natural extension for Samuel. was to help others with their Internet marketing endeavours. have a look at www. While privately coaching a few students he decided to start Think Big Online so he could help business owners implement the very strategies that were working for him. Leaving this business he took some time out to study Human Potential and Neuro-Linguistic Programming. determined to fill his mind with new and challenging knowledge. After successfully earning more pocket money than most kids need. he grew up on a farm in Victoria. What he found was that out of everything he was learning. Internet Marketing seemed to be the easiest for him to understand. In his pursuit of his next business idea Samuel attended many conferences.FollowSamuel.com 185 . Over the course of a few months he built up a successful Internet business with multiple streams of revenue. This took him off the farm and to Sydney where he decided to try something different. This business taught him many lessons as he rode through financial and emotional ups and downs. Throughout the whole experience his burning desire to be a successful businessman never waned.Tying it AllTogether and Supercharging Your MarketingThrough Integration .FriendSamuel. but he did learn some painful and valuable lessons. now that he’d achieved success. If you are keen to learn more about how I created a high 6 figure income through the internet and how you can do the same for your business.
com/Its-That-Easy. Google Adwords. Facebook Ads. search engine optimisation.It’s That Easy: Online Marketing 3. 186 .0 Special Offer: The complete course in online marketing for business owners. where you can get the entire course for less than half price. There is a special page just for the people reading this book. web design. Go to www. OnlineFastStart. This course covers Social media marketing. You will walk away with real strategies you can implement in your business instantly to drive new leads and sales through your website and become the market leader online. email marketing. video marketing and much more.
is the power of publicity. no greater tool to have in your business arsenal than the power of publicity – whether that be online or offline.Online PR: The Greatest Credibility Booster Tool . Just because the focus might be on building an online business. 187 . or an online presence.Kate Engler C H A P T E R E LEV E N Online PR: The Greatest Credibility Booster Tool BY K AT E E N G L E R . how they’re going to convert those interested parties into members or customers or indeed raving fans. an online portal. T H E P U B L I C I T Y P R I N C E S S When thinking about the online world. it is a far more prudent move to embrace the whole publicity picture – both online and offline for your online business. Rather. Even though the focus of this book is on making it easy in the online world. how they’re going to capture people’s information. what sort of product to offer. what sort of membership they’re going to have. an online shopping cart. All of those are very valid components to explore when it comes to an online business. that does not mean you can’t use offline publicity to boost your credibility. many people put their energy into focusing on what they will specialise in – what their niche will be. However. what sort of website to build. There is no greater credibility booster. what’s often neglected when entrepreneurs are thinking about having an online business or really dominating their niche on the Internet . it would be remiss of me to share with you just one side of the coin and to only talk about online publicity for your online business. establish yourself as the leader in your field and ultimately drive traffic to your online environment.
we’re going to focus on publicity being anything that appears about your business. whether that is in the online or the offline world. is that powerful. This media release isn’t difficult or time-consuming. It is designed to get the attention of the journalist. Chantelle got a call and asked if they could come and do an interview and photo. There is literally not a day that goes by without one of our ‘can do’ community sharing a success story with us – the formula that we share. a business advisor in Western Australia. In Chantelle’s case. But I’ll just share a few… Chantelle Mader.It’s That Easy: Online Marketing 3. and what we’re about to share with you. leave the workshop with their first media release DONE and get themselves in the media for free. Perfect! 188 . To get started. was in my audience. television or on the world wide web that you didn’t have to pay for. The newspaper did the rest. every week of the month. and it got their attention. every month of the year – you just need to know how to access the mountains of space available. newspaper. let’s have a look at publicity and what it exactly means. all she had to do was email it to the local paper (and look in the paper or online for the contact email address). magazines. once she had her media release. but for our purposes here in this book. Following along during my presentation. I could spend this entire chapter sharing story after story of publicity successes achieved by people just like you who attend my Free Media Fortune workshops. and whet their appetite for your story. Some people have varying definitions of what publicity is. she created a onepage media release.0 So Why Use Publicity? What many people don’t realise is that free publicity is there for the taking every day of the week. They liked what they saw. anything that appears about your business in radio. They’ll then do all the “heavy lifting” by writing your actual story.
coverage in two more newspapers. a Letter to the Editor in the Sunday paper and a radio interview. Prospective clients saw the story.Kate Engler After the visit. Best of all. In each case. all it took was to create a simple one-page media release (that I’ll reveal shortly) and then to take a little action to send it out to the local media. She used the media release created at the workshop to get the attention of journalists and reap two newspaper features and a radio interview. Even with some prior experience with publicity. but now knows where he went wrong. This simple media release got her a three-quarter page local newspaper feature. If these case studies aren’t enough to have you frothing at the mouth to get your hands on some of this free publicity. it wasn’t long until Chantelle’s story was featured in a big write-up. and once back home. this free media exposure for Chantelle stemmed from following my really simple formula and sending out a single-page brief media release. That resulted in $30. Darryl Simms was at my Melbourne workshop and said he was really able to notice the difference with my approach. sent it out to the local papers and local radio station. the article didn’t mention contact details for Chantelle. Anthea Cahill from Canberra completed my Sydney workshop. The prospective client was impressed enough to seek out Chantelle. and contacted the paper (in this case. 189 . that information is included).000 in new business for Chantelle.Online PR: The Greatest Credibility Booster Tool . let me share with you my top five reasons why publicity needs to be an essential part of the marketing for your business. At another workshop. although in many other cases. Louise D’Allura from Brisbane put together her media release in the actual event. Darryl says he’d had plenty of press releases rejected in the past.
and sprout how THEY knew you FIRST! This sort of acclaim is priceless. or worse still. not distractive advertisements. That means your publicity efforts are 22-times more effective – “think smarter. Research has shown that editorial has a readership up to 22-times more than ads. you think they are pretty full of themselves. Think about it this way – if a friend invites you to dinner and tells you what a great cook they are. well. THAT’S where the gold lives and that’s exactly what publicity gives you – the credibility that comes with someone else telling your story. as everyone wants to be associated with their own little piece of celebrity. you tend to believe it a whole lot more. and perhaps rightly so. In our celebrity-driven culture it only takes 15 seconds of fame to create a name for yourself. waste it.It’s That Easy: Online Marketing 3.0 REASON # 1 Because it’s FREE! Let’s face it. not harder” and go to where the eyeballs are – in editorial stories. REASON # 3 Because it is more believable and creates credibility. Imagine how quick your existing clients will be to brag about you to their friends. 190 . you work hard enough for your money. You don’t want to spend it unnecessarily. So grab some of the free publicity that’s up for grabs! REASON # 2 Because it’s 22-times more effective. THAT’S credibility and believability. But if a mutual friend invites you to the same dinner party and tells you what a great cook your host is. REASON # 4 It can make you a celebrity.
many people focus only on websites and data collection and.Online PR: The Greatest Credibility Booster Tool . radio. online publicity. magazines and television. And if you do a good job of your first media interview (and we coach all our clients to ensure they BLITZ it). if they are smart. then they will keep coming back to you for more comment and more coverage. The Key Differences Between Online And Offline Publicity When talking about having an online business. or featured #1 on Google. it’s thrilling!! It’s also a heap of fun chatting with the journalist. The one thing that’s missing is building credibility in the offline world. 191 .Kate Engler REASON # 5 It really is tons of fun to do! When you see yourself in the paper. When I talk about offline publicity. All offline publicity starts with one thing and that one thing is the media release. When you understand which principles apply to which environment (online or offline). and understanding these distinctions is crucial to being proficient in online publicity – the core focus of this chapter. There are some key differences and key distinctions between online and offline publicity. This is just as critical as building credibility and driving traffic in the online world. then you can be proficient at both and that’s really what this chapter is designed to build in you – proficiency in having your business publicised for free in both the online and offline worlds. So it becomes a self-fulfilling cycle of you being seen as the expert. I mean anything that appears in mainstream media such as newspapers (even the ‘online’ versions of the newspaper). having your pic taken and seeing the finished product.
Journalists want to receive newsworthy releases that make their job – finding good news stories to interest their readers – easier! 192 . you run the very grave risk of sounding like an ad and no journalist likes to receive media releases that just sound like ads. You just need to get started! And you need a great formula. If you try and talk about the benefits of what it is that you do inside of the media release. “Gee. Another way to relieve the pressure of writing an offline media release is to understand that your offline media release really has a singular job . it’s your job during the interview to bring that story to life.and that is to grab the attention of the journalist and get them to phone you. Then. I mean it is the structure of your media release that is key to making it successful. and really bring your story to life. You just need to plant enough of a seed of a newsworthy story for the journalist to phone you. You don’t need to be a good writer to get started with your offline publicity. When I say formula. they need to submit to the journalist exactly what appears in that newspaper. more of the key benefits about what it is that you do. more of your key points. Doesn’t that make it sound easier than having to write the whole article? You don’t need to submit the finished product.just one job .” and that’s absolute rubbish. for example. Many people mistakenly believe that when submitting a media release to a newspaper.0 The Offline Media Release The offline media release is the first in a three-step formula that is crucial to your offline publicity campaign. They basically think they need to write the finished article and lots of people don’t even get started because they think.It’s That Easy: Online Marketing 3. to take the seed of the media release and to really expand on that in the interview with the journalist and have a dialogue with them which brings that seed to life. I’m not a very good writer. During the interview with the journalist you’re able to convey more of your key messages. So I couldn’t possibly start my own publicity campaign.
If your headline sparks interest then. ready for you to bring the story to life. the journalist will phone you for the interview and they will write a story based on the interview. Whether your business is online or offline. but the benefits that people get from dealing with you. You may have an interesting way that you got started in the business. living. a real live. 193 . Keeping this in mind. ‘What change has happened in my client’s life or in my client’s business or in my client’s world as the result of doing business with me?’ Then you breathe life into that story and create a newsworthy piece around that. untapped and unleveraged. In the offline world. It’s important you take the time to think about your business from a different perspective. That’s a great question to ask yourself when you’re starting your offline publicity.Online PR: The Greatest Credibility Booster Tool .Kate Engler Making It Sexy The key distinction in your offline media releases is to make them newsworthy. You may have an equal opportunity policy that’s quite different from everybody else in your industry. to charities that you align with. breathing person?’ This is quite different from a release for the online world and we’ll cover that a little later in this chapter. not in terms of what your business does or offers. you should send your media release to journalists and the headline is designed to attract their attention. It’s just about looking at your business from a different angle and finding the stories that are lying in wait. the headline is very important and questions such as ‘What is it that’s going to attract the journalists’ attention? What newsworthy angle can I put on my business? What interesting thing can I convey that’s going to attract the attention of the journalist…. You may have some staff that work for you and their story is quite unique and therefore they become the catalyst for your media release and for your publicity. you need to find the stories that live inside your business that are currently untold and it could be anything from the way that you hire staff to your new product range.
I don’t travel around Australia empowering small to medium business owners with the secrets to getting free publicity at my Free Media Fortune Workshops only to have them fail! I want people to embark upon their own publicity journey and be successful because once you understand the power of publicity and how easy it is to procure both in the offline and online world. which I’ll explain later). least of all me. if you follow the general rule and make your headline ‘sexy’ and attention-grabbing.0 Please remember the key distinction between headlines for offline media releases (for journalists) and headlines for online releases (for search engines. your publicity campaign both offline and online will be destined for failure and nobody wants you to fail with your publicity. See how this headline creates intrigue? It doesn’t simply say. and you’ll be well on your way to a successful publicity campaign.It’s That Easy: Online Marketing 3. This headline delivered hundreds of thousands of dollars of free publicity for the lovely Roberta Faddoul. “Young Woman’s Company Featured in Fastest Growing Awards” which would be terribly boring. offline headlines for you to ponder… “SHE WASHED CARS AT 8. it will serve you very well. 194 . I’ve included some kick-butt. it’s an integral part of your marketing mix as you move forward and that’s very much what I want for you. you will love having it as part of your marketing – and so will your bank account. If you mix those two up. POLISHED A NEIGHBOUR’S SILVER AT 10. To help you with this. when approaching your offline publicity. So. IS IT ANY WONDER THAT 4 SHORT YEARS LATER BRW HAVE JUST NAMED HER COMPANY ONE OF THE FASTEST GROWING IN AUSTRALIA?” This was for Quantam Change Seminar’s inclusion in the BRW Fastest Growing Company Awards. ASKED FOR JOBS IN HER LOCAL SHOPS AND GOT ONE AT 11 WORKING IN A BEACHSIDE KIOSK AND STARTED HER OWN COMPANY AT 28. In fact.
the key purpose of your 195 . obviously. ABC Radio interviewed Darren and one of the leading TV morning shows in Australia was the first to call to arrange an interview. when you’re writing your media release for a journalist. Writing The Offline Media Release The next step in the offline publicity world. But what about the rest of the release? Although the headline is absolutely the most important part of your media release. How does a book go from Dud to Diamond? My great friend Darren Stephens was holding an event on how to write a bestselling book and this headline was used to promote the seminar… notice how there’s no mention of the seminar in the headline? Again. In the offline world. yep. LADIES WANT TRADIES TO EXPOSE THEMSELVES This headline was for an event I was speaking at which was targeted at teaching tradespeople how to better market themselves… and ABC Radio were straight on the phone to interview me! The producer actually said to me “we just couldn’t go past your headline”!!! Ah. no mention of the seminar – just something that was newsworthy ABOUT the seminar. that was the intention!! What about this one… The major publishers said IT WAS A DUD yet it sold over 40 million copies worldwide. there is more to the offline media release and we will cover that now. sold in over 149 countries and spent over 6 years on the New York Times Best Seller List.. But again. has translated into 54 languages.Kate Engler Here’s another. after crafting the headline – and it is a ‘craft’ – is the first 2-3 paragraphs..Online PR: The Greatest Credibility Booster Tool .
You can hint at what the media release is about and what the angle is rather than coming out and saying it directly. You can be cheeky. because. it’s important that you close off with a strong ‘credibility’ paragraph and importantly. the sole purpose of your offline media release is to have the journalist phone you.0 first couple of paragraphs is to tease and entice them a little more about the angle of the story that you’re pitching. Finally. “Hello. And the call to action ISN’T about your product. remember. Then it’s on to the ‘dot points’ or ‘bullet points’ – these are an often a neglected part of the release. The second and third paragraphs are designed to give more ‘meat’ to the story and perhaps even include a quote from you – as an expert in your field. Can I please interview (insert name here)?” You don’t want to send 196 . You can have a little fun.It’s That Easy: Online Marketing 3. it’s the MAIN REASON you want them to call you. By including dot points in your offline media release you give the journalist the opportunity to ‘grab’ key statistics or key points about your industry in a nanosecond – and this can be the make or break between them calling you or putting your release in the bin. Not to send them off to your website for more information but to have them pick up the phone and say. a call to action. Secret Tip: Some people are tempted to include links to their website in a media release designed for the offline world. which is a tragedy. phone [name] on [number]. What will the interview be about? This forms the basis of your call to action. to make your content so compelling that they can’t possibly stop reading your media release. You can tease them. For example… To find out more about why small businesses are failing. To force them to read on. This is a mistake.
sometimes when we’ve done this with members of our community. head bands. What keywords would a potential customer type into the search engine in order to find you? Now.Online PR: The Greatest Credibility Booster Tool . so leave the website off. at our website: www. You can access the offline template formula that all our clients use. marketing or pet care. It could apply to a vast range of businesses. clothing. It could apply to a vast range of products and merchandise. it’s a different kettle of fish entirely because the headline is not designed to attract the attention of a journalist – online releases are designed to attract search engines – so the structure. All of these words are way. in the online world. they’ve come up with words like “innovative. way too generic to be used in the online world when you’re thinking of keywords about your business. is all completely different.Kate Engler the journalist off to your website when you submit an offline media release. hats. jewellery. Think about them sitting down in front of their computer and typing into a search engine words that would allow them to find your business. However.com/Template Writing The Online Media Release We’ve talked about how to structure an offline media release and reinforced the fact that in the offline world. What exactly do I mean when I talk about a headline being keyword-rich? What I mean by that is. 197 . The headline for an online media release needs to be keyword-rich. how you say it. for FREE.ThePublicityPrincess. the headline.” “personalized service”. None of those words are going to be effective keywords because innovative could apply to furniture.” “stylish. think about your average customer. shoes. way. Stylish could apply to accessories. what you say. we want to get the attention of the journalist. handbags.
straight through to your website.0 Keywords about your business relate specifically to what people would need to search for in order to find you. So if you are a small business coach in a particular suburb. This way. many success stories of our clients who have done exactly that. straight through to explore the products or services that you offer. include links to your website. if somebody in your suburb is looking for a coach or a small business coach. In the online world. One of the leading marketers in this country asked us to do an online campaign in the lead up to one of his events. and indeed should. indeed. you are an excellent option because Google or some other search engine has you as a result. His event was about teaching online marketing to businesses and we prepared the online media release about the fact that the secrets for online marketing were going to be revealed at this event and sprinkled the keywords plus 198 .It’s That Easy: Online Marketing 3. your media release appears as an independent piece in the search engines and people reading that already have an interest in what it is you offer (or they wouldn’t be searching for the keywords that match up to the ones you have sprinkled throughout your release) and they will read through that online media release and click straight through to your website. In online releases you need to tell the story as you want it to appear. You become the automatic search result that Google will deliver to them because there’s a direct match between the keywords that they are looking for and the keywords that you have placed in your headline and sprinkled throughout your media release. we have many. The other key distinction between offline and online media releases is that in the online media release. In fact. straight through to your lead capture system and. you would ensure that “small business coach” and the name of your suburb was in your headline for your online releases. you can. You see. we very much want the customer who is searching for the products or services you offer to click directly from that online media release.
Kate Engler a link to his website throughout the online media release. At the end of every second paragraph when you’re preparing your online media release.” “you. “to attract all the customers you want”. He was delighted and so were we.Online PR: The Greatest Credibility Booster Tool . An online media release needs to be about three or four paragraphs long. Always write in the third person about your own company.if you were a small business coach in a particular 199 . We have an intuitive healer from Queensland that is one of our ‘can-do’ Publicity Princess community members and she attributes $22. It’s also really important to include those keywords in the paragraph as you go through. you can and should include your web link. “to attract all the customers that small businesses need”.” or “your”.” “our. So you don’t use the words “me. “its customers say.000 worth of one-on-one clients in just three months directly coming from the online media releases that we have done for her. So let’s have a look at the rest of the body of the online media release. needs to be written in the third person. they have the opportunity to click from the online media release directly through to your website.500 of additional income into his business in just five days. which was a pretty fantastic result. So that as people read each little chunk of content. Other members of our community have very. You would say. very similar success stories. And that one media release generated $9. the whole media release for the online world and indeed the offline world. Coming back to the example we used before . You should never use the word “you” or “me” or “mine” or “ours” in a media release. You wouldn’t say things like.” rather than “our customers say”. You can still include a quote from yourself in the media release but the whole document. You would say. So you would say “the company offers” rather than “my company offers”. We’ve talked a little bit previously about keywords and the importance of including those in your headline. You use “them” and “they” and always write in the third person.” “my.
you’ve done your headline that’s very heavy in keywords. Once you’ve got the media release written and you know what your keywords are going to be. So really what we’re talking about in the online world is a glowing piece written about your business in the third person that will attract the attention of people seeking your product or services and ultimately drive them to your website. you can hyperlink those keywords through to your website as well. you would sprinkle those words “small business coach” and your suburb name throughout the media release. This site is more expensive than the second option which is WebWire.0 suburb. you 200 . The best part is. Using the example of the small business coach. this brings us to the distribution point. there are many. you’ve written your three or four paragraphs and they too are very heavy with your keywords for your market or potential audience. many distribution channels that you can use to get your media release out there and I’m going to talk firstly about two paid portals. do you offer strategic planning? Do you offer marketing advice? Do you offer to write business plans? What is it? How is it that you coach small businesses in your area? What are the specific services that you offer? And ensure that you sprinkle those throughout the media release as well. Both WebWire and PRWeb are very well-respected in the Google search rankings and will see your media release read far and wide. Online Media Release Distribution The first distribution portal that we’ll cover is called PRWeb which is excellent and the analytics on this website are great. Think too about what sort of services you offer. what then? What do you do with this beautifully-written piece of communication once it’s completed? Well. But when you’re starting out. WebWire also does a fantastic job of distributing your media release.It’s That Easy: Online Marketing 3. Now.
The other primary difference between PRWeb and WebWire is that PRWeb will send you some analytics about 12 to 14 days after you have issued your media release online.Online PR: The Greatest Credibility Booster Tool . You really can’t kill two birds with one stone. Bear in mind that even though both of those portals also send the release to journalists. It’s not offered as part of their base package and that’s OK because you can track that yourself. please bear in mind that even though they distribute it to the journalists. which is fantastic for tracking results but you do pay a premium for that distribution. But both PRWeb and WebWire do an excellent job of getting your media release out there. So it just depends on what’s more important to you. so be very clear about your objective of your online media releases before you begin. The objective of your online media release is to capture the attention (through search engines) of people who are searching for your product or service 201 . we’ve written the release in a way to attract the attention of the search engine. Tracking the results is as easy as jumping onto Google or another search engine 2-3 days after you’ve loaded the releases and searching for the keywords that you used to write the headline and sprinkled throughout the body copy of your media release.Kate Engler may opt to go with WebWire because the cost per distribution of media release is significantly lower than that of PRWeb. whether you value your time and therefore want PRWeb to send you the little analytical report directly or whether you want to go out to the search engines and have a play / search for the results yourself. We have not written the release to get the attention of the journalists. the journalists are largely US-based which is great if you’re in the US but not so great if you’re not in the US. WebWire doesn’t offer great analytics like that unless you go for one of their more expensive packages. Even more importantly. PRWeb will send you an email that outlines everywhere your media release has been listed.
You could have all your clippings listed on a bragging page or a media page on your website so that if people are looking to do business with you and they want to ensure that you’re credible. the expert of your niche. then offline publicity is the way to go and the credibility that you get in the offline world enhances your credibility in the online world because you can take the clippings from the offline world and paste them on your website.It’s That Easy: Online Marketing 3. so people believe what they read in the media or hear in the media or see in the media.0 and drive them directly to your website. 202 . That makes having a whole lot of media clippings plastered all over your website an important credibility booster.0. If you do want to attract the attention of the journalists. This sort of publicity really can boost your credibility and engender a level of trust with your potential client that simply cannot be bought or manufactured in any other way. It holds you up as the leader in your field. Sometimes it will happen. that you are a valuable person to do business with. People who are searching for your product or service don’t want to deal with a dud. So be sure you manage your expectations and don’t try to capture two markets with one release. then they can check out what the media has said about you! This is power of the credibility that’s generated in the offline world by having your story published in the newspaper or magazines or even interviews on radio or television. So use the power of offline publicity to maximize the credibility that’s conveyed in the online world. the standout one that people want to associate with. They don’t want to deal with somebody who’s just average. but it will be rare. They don’t want to deal with somebody who’s not successful. it’s very important that you harness the power of the offline credibility machine that is publicity and that will enhance your standing and your reputation in the online world also. The media are a third party. It builds trust. It’s really such a vital mix that even though the focus of this entire book is about Web Marketing 3. It is not the intention of your online media releases to attract the attention of a journalist. the new wave of online marketing.
PRLog. www.FreePressRelease. as the fifth and sixth string to your marketing guitar. without it – it’s a bit like having a guitar with only four strings.com www.Prurgent. The tune is never going to sound as sweet as it does with six strings.com The Power Of Publicity So the power of online media releases in terms of capturing the attention of customers looking for what it is that you are offering and driving them directly to your website simply cannot be overstated.Kate Engler So I’ve talked about two of the premier paid services to distribute your online media releases.PressBox. To leave them out is a grave error and will leave the tune that your business plays always sounding a bit off and we don’t want the tune that your business plays to sound off.com www.co. This is why I’m so passionate about online businesses including online publicity in their marketing strategy.uk www.com www. Now I just want to share with you.1888PressRelease.Online PR: The Greatest Credibility Booster Tool . but we prefer to use paid services such as WebWire and PRWeb. offline and online. I invite you to consider publicity. Some are quite good.com www.PR-Inside. a list of the free media release distribution sites which you can explore at your leisure. We want 203 .com www.NewswireToday. and I encourage you to explore them. as a special gift to ‘It’s That Easy’ readers.
And by them. I sincerely hope that the insider tips and that I’ve shared with you in this chapter about both online and offline publicity will serve you well as you move into the future. and people are far more likely to believe an independent third party like a media outlet than they are to believe you.com because we love to be able to brag about people who have applied our information and education to achieve publicity and success as a result of that information. The power of publicity is having someone else talk about your product or service. We want the marketing message that your company has to be as melodious as it possibly can be and it will be that when you include the power of both online and offline publicity in your marketing mix. Secret Tip: The fundamental distinction in advertising is about you. I look forward as The Publicity Princess to helping you on your publicity journey and to receiving all of the clippings that are generated as a result of the information I’ve shared here in this wonderful book. Publicity gives them an opportunity to view your company through the eyes of a third party. Reader Publicity Feedback I invite you to email your clippings through to us at info@ ThePublicityPrincess. it’s you talking about you and to be honest .It’s That Easy: Online Marketing 3. far more credible and far more powerful. It’s far more believable. 204 . The power of publicity lies in the fact that someone else is singing your praises. I just want to say a few things about the power of publicity. When you place advertising.0 it to sound like music from the gods.nobody believes you. Publicity is about them. I mean your client. Before I finish up and you head off to start writing your keyword-rich online releases. So please do go ahead and share your amazing results with us because we would love to promote your business to our community and share your success with them.
Pete Godfrey.Online PR: The Greatest Credibility Booster Tool . Mal Emery. Pat Mesiti. radio and newspaper networks throughout Australia (and how you can do exactly the same to take YOUR business to a whole new level). Sir Richard Branson on his October 2011 visit to Australia. 205 . Raymond Aaron. She even lets you in on one 3-week campaign than generated over $160. Daniel Kertcher and Brian Horn. Julio De Laffitte. Bret Thomson. The Publicity Princess is the ONLY Australian Publicist invited to speak at the same event as the King of Publicity. Roberta Faddoul. Dale Beaumont. Kate reveals the secret to getting massive media exposure for FREE.000 in FREE publicity across popular TV.Kate Engler Enjoy your publicity journey and I look forward to seeing you in the media soon. Kate Engler. Kate Engler ABOUT THE AUTHOR Kate Engler As a highly sought after public speaker who shares her ‘insider’ knowledge of the PR industry with Australian businesses. you’ll know the secrets to getting massive amounts of free publicity whenever you like. to instantly get swarms of new customers beating a path to your door or your website. Andrew & Darryl Grant. And it doesn’t matter if you’re an international business guru or run a local business. Kate has also shared the stage with some of the world’s leading business and copywriting legends including Michael Gerber. Simon Leung. Fabian Lim.
com. Dilmah Tea.. email: coachingcall@thepublicityprincess..”The Secret Formula I Use to get on Page 1 of Google” If you want a complete step-by-step guide on EXACTLY how to construct your online publicity campaign so you rank on page #1 of Google. but yours for only $97 for ‘It’s That Easy’ readers. 206 . To book your coaching calls.It’s That Easy: Online Marketing 3. She also reveals the critical differences between free publicity and paid advertising (and how to stop throwing your hard earned profits down the drain).00). Contact Kate Engler on: email@example.com. think again! Kate will de-bunk the mysterious media myths -. Make-aWish Foundation and the Starlight Children’s Foundation) Kate reveals an untapped gold-mine of DAILY media opportunities that most other businesses mistakenly overlook.com/Template.ThePublicityPrincess.com Special Offer: Don’t forget. at our website www. The Publicity Princess has a special bonus offer (valued at $297.0 With 20-years in PR and publicity (getting media exposure for 100’s of clients including World Vision.and make it simple! You’ll be way ahead of most offline and online businesses who are missing out on huge potential sales because they are not using free publicity to drive traffic and boost their credibility . P&O Cruises. it’s easy when you follow Kate’s simple formula.com/itsthateasy and you’ll find “The Secret Formula I Use to get on Page 1 of Google” that will make all of your online publicity a total no-brainer. for FREE. you can access The Publicity Princess offline media release template formula that all our clients use. PLUS…. Simply log onto www. And if you’re thinking it involves some mysterious secret media knowhow.
phone apps… the list goes on. Your branding—the business name. connects customers with it by recognising some or all of the brand elements. With mobile phones being readily used for online searching . logo. slogan. For example. TV channels. But most brands need a website. sounds (jingles). shapes. blogs. Times certainly have changed and although we still use these media outlets to promote our products and services. for many businesses it is now all about having an online presence with websites. images.Online Branding . There can be many elements to a brand.if you’re not online. Your social media 207 . Building An Online Brand Traditional forms of branding saw most businesses using print. even a small business should have a website that contains their contact details. logo. etc.S P R I N G E T T So What Is Branding Exactly? Branding is when the name and/or symbol that identify a business. Every business is different and each business’s needs are unique. TV and radio to market their products and services. and/or design scheme associated with your product or service—needs to be consistent across all your chosen online and offline activities. social media. like the name.Michelle Scales-Springett C H A P T E R T W E LV E Online Branding BY M I C H E L L E S C A L E S . Nike is easily renowned by its ‘tick’ without needing the word Nike anywhere near it. colours. product or service. tagline or catchphrase. you’re invisible.
All aspects of your website should fit visually with your branding. Without good online branding. the stronger your branding becomes to them. For example. MySpace. online and offline. your web buttons should be custom designed to fit with your colours. LinkedIn. Good online branding should be interactive and thought-provoking. your message can be lost and can be quickly forgotten. obtain the relevant domain names (web site address) and have your search engine optimisation worked out before proceeding too far. Use your brand colours for headings and links. This makes it easy for clients to find you and connect with you on all marketing platforms. The opt-in should be enticing enough for people to share their personal details with you. the more they will remember your business when they need to use your products and services. the more people see it and connect with you. sound and interactivity works well if that will help you connect with your target market. Make sure your logo is on your website. 208 . Your Online Presence When setting up a website. This helps build effective relationships with your customers and increases your brand’s recognition. Your website should be visually appealing to your target market and congruent with your branding.It’s That Easy: Online Marketing 3. or download some appropriate ones from a stock image website. Repeating the same imagery online as your printed flyers and brochures will work well for your online presence.0 pages (Facebook.) should be consistent with your brand as a whole. Twitter. etc. Using animation. The more people see your branding. If starting a new brand. ensure all your links work and that you have an opt-in present on the front page (if not every page).
Michelle Scales-Springett Be sure to give your visitors links to your social media sites so they can connect with you on their desired platform. It will also give you a professional. not your designer. If you don’t love it. be sure you ‘love’ what your designer does for you.Online Branding . so don’t let your online branding look any different either! So if consistency is the answer. how do you achieve that? My suggestion is to hire a branding specialist/graphic designer—someone who can work with you to achieve an online brand presence that works for you and your business. You wouldn’t accept a letterhead design that was different from your business card. The secret to good branding is consistency across all platforms of your business. You are the one who will live with it every day. Consistency Is Key Have you ever looked at a website and thought to yourself. If you are creating a new brand or product range. Why You Should Use A Graphic Designer Using a designer can be extremely beneficial to keep your brand on track. Your brand needs to make your customers feel comfortable and consistency is the answer. every time. There is no point having a pretty purple swirl if your target market is the trucking industry. It is vital that your brand be designed for your target market. This can also be promoted through your emails as well. Knowing the desired platform of your target market is essential. credible look that is essential to growing your business. it’s inevitable you 209 . ‘Am I in the right place? This doesn’t look like their shop front or their business card …’ you need your client to recognise your brand straight away.
It’s That Easy: Online Marketing 3.. and why? What style you are looking for (i.0 will eventually change it..g. corporate/classic/ casual)? Do you have an urgent deadline? Do you have a restrictive budget? Is there anything else you feel is necessary in order to achieve the best outcome? 210 . Questions Your Designer Should Ask • • • • • • • • • • • • • Can you describe your company and product/services? Who are your competitors? Which colours do you think you want to use? Which colours don’t you want to use? Which image files do you wish to include (e. Share as much as you can with your graphic designer. logo/ products). It’s important they understand where your business is at and where you want it to go. What are the main goals for your project to achieve? Who are your target markets? Where can your target markets be found? Are there any other brands/websites you like/dislike. so it will have just been a waste of your time and your money. Here are some questions that might help you both get on the same page.e.
change and flexibility. If you think of different industries. McDonald’s and Pizza Hut. Understanding Your Brand Colours Ask your designer for the colour palate that makes up your branding. our energy. I can think of Red Rooster. Knowing all about colours is a profession in itself and at times I call upon colour experts to help me brand a new client. Obvious. Purple is linked with spirituality and belief. hey! Is your industry influenced by a colour? You can use colour to stand apart from your competitors—just think of Milo or Fructis shampoos.Michelle Scales-Springett Brand Colours Are Important Understanding what colours to use for your brand/products is important. which stand out with their own distinct greens. would you? Colour can affect our sleep. Be sure to do your market research though. because this can backfire on your business.Online Branding . You wouldn’t buy a blue bottle of tomato sauce. Red seemingly stimulates your appetite. and all the guy stuff should be blue. For example red is associated as a colour for fast food. to name just a few. relaxation and trust. Then there’s green which is (almost) always used for the gardening industry. It’s more technical than thinking that all female products/services should have pink or purple. our ability to be calm or aggressive. KFC. Colours influence our emotions. where blue is more about communication. I surround myself with orange client folders because orange stimulates creativity. which in turn influences our buying decisions. Consistency is the key—you don’t see Cadbury using red-purple one day and blue-purple the next … 211 . normally they are associated with a particular colour.
This can be difficult to achieve as everyone has their computer screens set up. CMYK – Colours used for printing. #AD5757 #33CC66 #954A4A).100 or 0.It’s That Easy: Online Marketing 3.53. if you use Pantone colours in your branding it can be expensive for printing and marketing purposes. A RGB code consists of three digits: 245. Their hexadecimal codes (for hundreds of colours) are made up of #RRGGBB (e. such as in TVs and computer monitors. The CMYK spectrum is different to Pantone and different from RGB. My suggestion would be to ensure your CMYK and RGB colours match as closely as possible and avoid Pantone colours if you have a restricted budget. Yellow and Black as their process of printing. HEX CODE – These are web colours also. The shop assistant has a code that he mixes that colour to … it will always be the same.0. RGB – Colours used onscreen. 212 .55. Green and Blue. that are used in HTML coding. Onscreen colours consist of Red. because a Pantone is custom mixed. as the ingredients don’t change.g. differently.50. Ask your designer to provide you with a set of ‘accent’ colours that you can use with your marketing.30. or calibrated.. and this is why printing and online colours can look so different at times. Most printing presses and office printers use Cyan. Also be aware that. you won’t get the exact colour from your office printer.125. Here is a simple explanation … PANTONE – Colours that are specifically mixed.0 Colours come in a variety of different formats. A CMYK code consists of four digits: 24. Because we now know we need consistency … you want your business card to look as close as possible to your web colours. A bit like when you are at the paint shop and you select the colour swatch.70. A word of warning though. Magenta. It might be a bright colour that will stand out or compliment your branding.
Michelle Scales-Springett Size Matters! Using Images When using images for your online marketing. not MBs. especially your logo. On the other hand. Ask your designer to resize it for you if you need help. Using a file with a transparent background will give you the professional look your brand deserves. 213 . Nothing looks more unprofessional.Online Branding . Have your designer provide you with a style guide that lists the names of fonts used. If this is not possible. The format of image you use is also important. Never stretch an image to make it ‘fit’ online. just in case you ever need a copy of it. put a border around the image so it looks like it’s in a frame. Resizing images before you put them online is KEY! I always save the original size too. You will also need different file size formats of your logo and brand images. Try not to put a . Web images should be under 500 KB. Print images are normally over 500 KB and need to be 150/300 dpi. If you upload a +5 MB image to your newsletter or website. colours and accent colours. having it sized to fit perfectly is key. If it’s a Facebook profile pic or a simple image you wish to place on your website. Images that are to be viewed on the internet only need to be 72 dpi (dots per inch)—very low resolution. you need to be aware of the size of your images. Each element required has to be a particular size.jpg with a white box background onto a website/newsletter that has a textured or coloured background where you will see the white box. Make sure you have at your fingertips both low-resolution and high-resolution files suitable for web and print. this file will take time to load and view (depending on internet speed) and may put off potential customers. One size doesn’t fit all wouldn’t that be nice if it did. high-resolution images are necessary for printing purposes.
You don’t want your brand looking outdated or old fashioned! You run the risk of losing valuable customers if your branding is not up to date and looking like you’re a serious business. if your next customer is looking for your business and for information on what you do and can’t find you online. I needed to understand her expectations.jpg.0 This is the combination of image files that I supply to my clients. They also receive a one-colour option as well as inversed options.It’s That Easy: Online Marketing 3. most people will go elsewhere.jpg. With transparent backgrounds logo_LgPRINT. bold and bright? 214 .jpg Logo _MedWeb. or something more masculine. For example. such as updating the colours or typeface you have been using. whereas other times you may need a complete overhaul. Sometimes this can be fixed with a slight modification. Case Study – It’s That Easy! When Ludwina and I first discussed designing the cover for this book.png. logo _SmlWeb. Was it going to be an online book or a printed book (or both)? Did she see the cover as pink with flowers. logo_MedPRINT.png Logo _MedWeb. logo _SmlWeb. Building an online brand presence is an ongoing process and should be considered regularly in your business review process.png.jpg Some Presence is Better Than Nothing Appreciate the value of your online brand presence because it does reflect heavily on your business.png White/coloured backgrounds Logo _LgPRINT. logo _MedPRINT.
Always start with the end in mind. and her brand was quite well recognised in her hometown of Melbourne. When I sat down to design the cover. She was working out of her garage with her boyfriend. Showcasing your eBook is best shown as a 3D image. 215 . there is a range of questions your designer should ask before starting on your design work. Designer Wide Amanda Bennetts has been a great client of mine for over three years now. Matthew. When I met Amanda Bennetts she had her self-designed logo.Online Branding . eBooks require some forward planning. blue oval shape with white BB lettering. Like most design jobs.Michelle Scales-Springett I needed to know if this would be a one-off book or would it be the beginning of a series of books. which could turn out to be another two titles. Think about how you will answer these before discussing with your designer. which was quite masculine in appearance. By combining her suggestions with my designing expertise. I also asked Ludwina about who was going to read the book? Was it to be targeted towards small business or large business? Males or females? She wanted something punchy and strong. Mature and stylish… I supplied Ludwina with a range of covers to choose from and then we worked together to get it just where Ludwina wanted it to be. You want your brand to be professional. Your designer can help you do this. Case study Calf Boots - Bennetts Boots. The bold BB logo they started with had a very strong. I had to consider that it needed to work across the entire series. it just has an edge over a 2D image. I think we managed to achieve a great cover. or another twenty.
All their marketing pieces contained the same floral motif. It sits comfortably on a white background and can be translated into a onecolour logo if necessary (for printing on their boot boxes. street signage. and the ‘BB’ lettering now stands proudly on its own with some shading to give it more of a 3D look. Their current logo works alone and in combination with their tell-all tagline ‘Designer Wide Calf Boots’. her logo and brand needed to grow too as her boots are now sold around the world to a global market of women with wide calves. although each season we introduce a new accent colour. Over the years their signature blue has remained consistent across all their branding. for example). just like me! So I introduced a soft grey background with a floral watermark. Check in Regularly … 216 . to highlight something new to the Bennetts Boots followers. the oval has gone.0 When I started working with Amanda’s brand I suggested they soften their brand image so it was aimed more towards their target market— women with wide calves who loved boots. which reduces costs dramatically for them. but just as Amanda’s business and industry has grown. The next step will be to take her in-store magazine to an e-magazine – all online. like red or purple. Their logo has evolved over these past three years. business cards. Facebook page. which made it much more feminine and appealing to women. We added it to their website.It’s That Easy: Online Marketing 3. As I look back on where we started. the original branding would not stand up in the industry today. This will save printing expenses and allow her customers to link directly with advertising so Amanda can see what ads are working well with her brand. catalogues and TV commercials. It was fine for three years ago.
With over 15 years experience. Ask your designer to provide you with different file sizes for your images. On social media. Upload small files to the internet.Michelle Scales-Springett So.Online Branding . Michelle from Designing M Style 217 . Be consistent! Enjoy your brand! It’s that easy! Michelle Scales-Springett ABOUT THE AUTHOR Michelle Scales-Springett After spending over six years working with Pepsi Cola and Coca-Cola South Pacific. Michelle started her own design studio assisting businesses to obtain professional looking print and web communication graphics. Know your target market. Begin with the end in mind. remember: • • • • • • • • • Love your logo and your brand. in closing. Choose your branding colours well and call in an expert if you need to. keep yourself and your business separate.
Not valid on print costs).au www. Michelle is vibrant and offers amazing service to her clients. catalogues right though to exhibition signage and websites. They love her positive outlook and her ‘can-do’ attitude. specializing in the implementation of brand identity that reflects the current and potential goals and values of businesses. Michelle offers her clients a ‘one stop graphic design shop’. This way the brand grows across all marketing pieces from business cards.DesigningMStyle.au 61 (0) 411-417-363 Special Offer: $100 voucher with every $500 spent (Services only. stationery.It’s That Easy: Online Marketing 3. posters.0 provides customized logo design. To redeem this voucher. Her strategy for brand development is “to begin with the end in mind”.com. Michelle@designingMstyle. mention that you are a reader of this book. 218 .com. banners.
They are placed on a server so people’s computers from all over the world can visit that server and access your site. 219 . In order to have a website you need 2 things: 1.Getting People and Search Engines to Love Your Website . Before you learn more about the key components of what to keep in mind while you build and grow a website. it is important to understand how a website fits together.Heather Porter CHAP TER THIRTEEN Getting People and Search Engines To Love Your Website BY H E AT H E R P O R T E R Let’s start with a little website 101. It also must be easy for the search engines to navigate their way through it so they can easily find new pages and your keywords to know exactly which search results to show your site in. A domain (yoursite.com) This is the address where your website can be found. A website is simply a set of related web pages that contain multimedia content. it must be easy for you to update so you will want to continue to add great content. In order to create a website that keeps search engines and people coming back for more. You can buy a domain from a company called a registrar.
it is important that you have a fundamental understanding of some of this stuff so you can be an empowered owner of your website and domain. This way you only need to pay your ongoing hosting charges and renew your domain from time to time. Now that you have your domain and hosting then what do you do? You are ready to build your website. You change the Domain Name Server (DNS) where you bought your domain to point to your new hosting provider.0 2. but you do not have to. Once you have both of these items you tell the company where you bought your domain to direct it towards your server where your site will be hosted. otherwise called open source. CMS systems available. Many people buy their domain and host it from the same company. The three most widely used ones are WordPress. There are dozens of free. If you don’t know HTML (which most of us don’t) you can use a Content Management System.It’s That Easy: Online Marketing 3. Joomla and 220 . This means you are not locked into using a company’s proprietary system and you have full ownership of your website. Think of the server as the “plot of land” where your new website will be built. There are both paid and free ones that exist. so now their server can be ready for you to install your website and for the public to view it. Let’s focus on the free ones. You need a way to create web pages. Hosting A hosting company provides you access to a part of one of their server computers and larger companies even have their own servers. to build and put up your webpages. better known as a CMS. Enough techy talk! However. which is perfectly normal and is part of owning a website.
Of the top million websites just under 2% of them use Drupal. the right ingredients and the right chef to ensure it is running like a well-oiled machine and people keep coming back. 15% of the world’s top sites use WordPress. Joomla Would Be A Buffet Restaurant. To illustrate this I chose to compare them as being restaurants. You just need some support and knowledge to make sure you know what you are doing. 221 . This can be difficult to manage. if you know what to choose you can build something quite good. It has been around for years and is strictly marketed from word of mouth. but the title of this book includes the words “It’s that Easy”. I have used them all and there is a time and a place for each. And remember. You can mix and match toppings and still get a divine pizza every time because the sauce and base are always tasty. you always want to come back for more to try different combos! Once the basics are loaded you can pretty much manage and update the entire site yourself. and so can Drupal! It can do a lot. However. You need the right staff. WordPress. so the focus of this chapter will be on my favourite platform. but you need a team who can help. Almost 3% of the top sites use Joomla.Heather Porter Drupal. Drupal Would Be A Gourmet Restaurant. Wordpress Would Be Your Neighbourhood Pizza Joint. I want you to understand very quickly and easily why I think this system is amazing and why the majority of my sites and my clients use it. This can be especially difficult if it is your fist time there. If you get one thing out of place the client will not enjoy their meal.Getting People and Search Engines to Love Your Website . It can be hit and miss and you better make sure you are choosing the right dishes and the right amount of each one so you have an amazing meal.
It’s That Easy: Online Marketing 3. so make sure you choose something that works for you or that you have a team who can help you implement the following tips. Just remember that most of us are not technically inclined. it is best that you focus on a keyword phrase or a longer version of your keyword. Choose 10 keyword phrases for your website that you will focus on. Copying articles and content may not only get you in trouble with the author. but search engines favour original content and will rank your site higher if identical content on your site is not found elsewhere online. #1 . Make It Original Remember.0 The following tips still apply no matter what Content Management System you or your web team choose. what you write should be original and not copied.Content Is King Make It Current If your site is stale people won’t stay on it long and you will be lucky if they return. In order to provide delicious and timely content you need to have a blog or an area where you add articles or posts on an ongoing basis that offers resources and valuable information about your topic. then write an article focusing on only one phrase at a time and then rotate 222 . A phrase is easier to compete for in the search engine results and allows you to get very specific and find your ideal market. For example if you are a personal trainer. “fat loss” would be the keyword and “fat loss exercises for women” would be the keyword phrase. Include interesting images and videos that supplement your written content as well. Use Your Keywords In All The Right Places To get the best results.
Throughout the normal text. there are still a few rules you can follow that will please both people and search engines. H3 tags). However. Just use it in a normal sentence like “Once you know how to de-stress quickly you will get a better sleep at night”. Then. people were told to write for search engines by using keywords wherever possible. An example is http://www.mysite. when you revisit this phrase. For example. An example is “How to destress quickly with these 5 ingredients” 2. if you are a naturopath and going after high-powered executives one of your keyword phrases may be “how to de-stress quickly”. In the permalink. 4. choose another tip and so on. Big and bold text is viewed as more important than regular text. 223 . Using the example of the keyword phrase “how to de-stress quickly”.Getting People and Search Engines to Love Your Website . here are the main places you want to use it: 1.Heather Porter back through to the first phrase once you have written 10 articles. Make sure your keyword phrase also shows up at least once in the normal text. 3. H2. In a header (or H1.“How to de-stress quickly with Green Tea”. In the title of the article or page. In the past. Now it is more important to write for people and to include keywords naturally throughout your articles. or actual url of that page. your website will have targeted content specific to what you do and its visitors will see you as an authority. otherwise known as keyword stuffing. as you write more and more articles using your main keywords. An example would be using this in a separate line in bigger bold text above what you are about to talk about . and this all comes down to where you put your keywords. Write an article offering one tip for this. Over time. WordPress makes it really easy to choose what you want your url to be.com/how-to-de-stress-quickly-with-these5-ingredients.
224 . you can easily install amazing plugins to assist you with optimizing your articles. You may choose an image of green tea and then name this image “How to de-stress quickly with Green Tea” as you are uploading and inserting the image to your page. More people in the U. Remember. Remember. Images work well too because people click on images more than they click on links in text. Use plugins. will access the Internet via mobile devices than through desktop computers or other wired devices by 2015. Make It Mobile Your content must be able to be read easily on mobile devices. Your content must be easy to see from a smart phone or tablet or people will click away. when writing with your keywords it needs to look natural. Use it as you would in a conversation. They will tell you if you have used your keywords in the right places. 6.It’s That Easy: Online Marketing 3. Nearly 1 billion smart phones are predicted to be distributed worldwide by 2015 with an annual growth rate of almost 17% between 2010 and 2015 for wireless devices.0 5. In the case of WordPress. Use Multi Media There is a reason why YouTube is the second largest search engine! It is because people love learning from videos. You can use them to interlink your articles to other areas on your site the visitor may find valuable. Do your best to stay away from cliché stock photos whenever possible and use strong images that make people think and that really show off your personality and brand. As the name of your photo.S. people scan content fast to find what they need and images can be a powerful tool to deliver your most powerful points. according to International Data Corporation (IDC). Choose at least one photo to use in your post and name your photo your keyword phrase.
In this case. Make sure your content delivers what is written in your headlines and page titles.Getting People and Search Engines to Love Your Website . 225 . which headline is more interesting . The commenters may also use the same keyword phrases in their comments as appear in your article. a great comment to leave would be “Do you have any other tips you use to de-stress at the end of a long day? Let me know below. Commenters may also use related keyword phrases that you didn’t use in your blog post that will result in your post being found for other important phrases you didn’t target but that people use when looking for what you have to offer. All you need to do is ask for comments below your articles by finishing with a question. but if they don’t stick around to read the rest because you don’t deliver. To revisit the example about de-stressing.“Speaking Tips” or “10 Speaking Tips that will Leave your Audience Wanting More”? People want to know what they are going to learn and are more likely to click if you can evoke an emotion and point out what they will miss if they don’t choose to read on.” Write Like A Marketer Use exciting headlines for the titles of your articles and pages. If you are a speaker and want to teach others how to build a speaking business. That will mean there are more instances of the keyword on the page and your site will more likely be found and listed for that keyword phrase. Look at what magazines are doing on their covers if you run out of ideas. so you can bet they are using tried and tested headlines that get people to buy their latest issue.Heather Porter Let People Comment Comments are powerful for social proof but also show the search engines that people see your site as valuable and want to engage with it. it defeats the purpose. After all. a magazine is expensive to run and their publishers must sell a certain number to survive. Writing to get people to pay attention is great. it will be they may never know how to leave their audience wanting more.
they may just leave. internet users make up their minds about the quality of a website in the blink of an eye. 226 . You may also inspire them subscribe to your RSS feed or join your mailing list to see what you are up to on an ongoing basis. the end of a blog post is a perfect place to put an opt-in form for your newsletter or free offer. cared after and like it’s a valuable place to be. but according to a study published in the journal Behaviour and Information Technology.It’s That Easy: Online Marketing 3. it allows them to both list those pages but also re-evaluate how valuable your site may be to those searching for your knowledge and therefore list it higher in the search results. Why Search Engines Love Great Content: They need an excuse to revisit your site.0 Use A Call To Action If you feel you have written a great article then don’t be afraid to prompt someone to take action. As you add more content written about your topic. You can also direct people to your other posts or pages they may be interested in by linking to them from within your article. or 50 milliseconds! This means you can never assume they will scroll down your page. Why People Love Great Content: If they are new to your site it immediately looks fresh. or what is called “above the fold”.Put the Most Important Content “Above the Fold” First Impressions Count It can take three seconds or more to form a first impression when you meet someone. If you don’t tell someone where to go next. All of your important information must be right at the top. In addition to asking for a comment. #2 .
Reading text online is different than reading a book and it should be broken up so someone can easily scan what you have written to get the most important points.Getting People and Search Engines to Love Your Website . not knowing what to do next with you. If you are selling a service.Heather Porter Make It Easy to Read A white background with dark grey or black text is easiest on the eyes. what is your hottest item or discount at the moment? Confusion will only make people leave. What are you trying to achieve with your website? Are you selling a product. Products or Services. 227 . big picture categories you need. Make sure you are speaking to the people you want to sell to and that they can easily find what they need without having to click or scroll anywhere else on your website. Break up your text with headlines. make sure your phone number is easy to find. Make It Easy To Find Once someone is able to see what you have to offer. About. Blog and Contact are the main. hopefully they will want to explore further. Make it easy for them. Make The Outcome Clear Don’t mix your messages. Home. make sure your opt-in box is easy to find with bold graphics that highlight what the person gets and where they can enter their details. bolded words and paragraphs. If you are building an email list. If you are trying to make a sale as on online retailer. trying to get a phone call or wanting to build your email list? Make sure the exact thing you are trying to achieve is the easiest to find. Your main menu navigation should be at the top and not include too many options. and many agree that a sans-serif font is preferred over a serif font.
Some people like the ability to search for what they need. You want people to easily find your Facebook page. 228 . Remember to add in market research and statistics whenever possible. so make sure you also include a search bar at the top that allows them to find what they are looking for by typing in some keywords. This is often called a freebie. Social media buttons that link to your accounts are also best placed towards the top of your pages. Twitter account or YouTube channel if they wish to do further research on you and stay in touch. like a video and cheat sheet or audio series and manual. Case studies also work because you can show a before and after real life example. This is your chance to show off and also validate what you know! It should be a quality example of how your business can help someone. make sure they easily can by offering them a sample of how you can help them. List all of your awards. Make sure each slide highlights other key points about you and what you have to offer. bonus or opt-in offer. A package that teaches something works best. including a phone number right at the top of your site is ideal because the visitor does not have to go anywhere else to make the decision to pick up the phone. Every few seconds. For this example. a testimonial. a great use of this space may be a quick bio about you.It’s That Easy: Online Marketing 3. This delivers instant credibility. a monthly discount and your credentials. As a plumber. credentials. the slides go across the home page and each one should be clickable to a page with more information. Create An Exciting Opt-in Offer If someone decides they like what you have to offer but are not ready to buy from you or engage with you further immediately because they want to know more. or media appearances near the top of your pages too.0 You can visually highlight what else you do with the use of a slider or slide show.
you are creating more ways for them to find and engage with 229 .Make Your Site Social Media Ready Let Your Visitors Share Your Content On average. but there are certainly many more than that.Heather Porter Keep your tutorial short. The online world is littered with free content. #3 . They are looking for things to share that both entertain their followers or validate their expertise. If people can comment and share your site on their social media accounts. with the US market spending 32 hours online per month! 22% of that is spent using social media networks with approx. Your expertise should shine in as little time as possible. 8 hours alone being spent on Facebook each month. iContact and Constant Contact. or automated emails that you prewrite and schedule to go out every few days once someone requests your bonus item. some good and some bad. Why People Love Your Important Content “Above the Fold”: It proves to them in less than a second how your site will help them and makes them want to stay longer. AWeber. There are plenty of email management systems out there for free or small monthly fees that allow you to create a form to put on your website and hook it up to a series of auto-responders. the global Internet user spends 15 hours per month online. Why Search Engines Love Your Important Content “Above the Fold”: They watch for how long people stay on your site and give preference to sites whose visitors stay the longest. sweet.Getting People and Search Engines to Love Your Website . Some of the most popular are MailChimp. valuable and to the point. so make sure you package yours in a concise and valuable format that is not easy to find elsewhere. If you truly give value then the person will be happy to hear about what else you have to offer.
Did you ever notice that when you Google a person or business. Twitter. which are Facebook. Each time someone “likes” one of your pages or articles. it shows up on their social media pages with a link back to you! By providing great information on an ongoing basis they may be back to share more.0 your site. the more search engines think your site is valuable. This means your latest updates show up on your website and your visitors can quickly see what else you are up to and follow your accounts directly from there. Social bookmarking is another way of getting traffic into your site. You also make it easy for people to follow your social media accounts directly from your site. YouTube. Also make sure to include a social bookmarking button like StumbleUpon or Delicious. a Twitter or Pinterest feed. Make sure you have at least the main buttons enabled. LinkedIn and Pinterest. Why Search Engines Love it When Your Site is Social Media Ready: The more that people engage with your site. Why People Love it When Your Site is Social Media Ready: You are making it easy for others to share your info on their social media accounts and their followers may click back to your website directly from those posts. giving you more visibility in the search engine results page. There is no excuse not to include these social sharing buttons on your site because they are so easy to add. or even an Instagram feed to share your photos taken from your mobile device. 230 . their Facebook and Twitter accounts and YouTube videos show up towards the top of the results? Social media websites are very strong when it comes to search engine rankings so they have the potential to rank high in the search results for your company. especially in WordPress as a simple plugin. Share Your Social Content Directly On Your Site You can also make your feeds directly available on your website by using a Facebook “Like Box”.It’s That Easy: Online Marketing 3.
Use Video Embed Your Own Videos Throughout Your Site Google loves rich media. Use a Variety of Video Topics Here are some great ideas and places you can use video. Call attention to your free giveaway by showing a teaser of what they will get. Viddler or Vimeo. and those same videos rank better in the YouTube video search because you get more views! Out of all the video sharing sites. Share a product demo. think about putting your videos on other video sharing sites too like Metacafe.Getting People and Search Engines to Love Your Website . said aimClear’s Manny Rivas. If you want to get more advanced. Put a welcome video on the top of your home page or about page. this content needs to be optimized to be found properly. videos and audio. “Videos in universal search results have a 41% higher click through rate than plain text“. Informational videos are also great for 231 . A Forrester study from Jan 2010 suggested that a product page with a video on it is over 50 times more likely to achieve a page one listing on Google. YouTube still dominates Google’s video results by providing 80% of the results. of course. Now. These sites are also getting a lot of attention both by people and search engines. Maybe this is also because they own YouTube. more people clicked on video results too. a tour of your office or interviews with experts in your industry that will validate what you do. but if you can take this rich media content and add it to your site in a SEO friendly way. Creating YouTube videos and embedding them on your site helps you easily build new pages. According to a study by aimClear in March 2011. Use testimonials from your clients down the right or left-hand side bar.Heather Porter #4 . They love photos. you are sure to increase both the traffic to and the authority of your site.
Optimize Your Videos for Your Web Pages Remember to also include written content whenever you use a video on your web pages. and the longer they stay. your site needs to look credible to visitors.0 ongoing content in your blog. With videos you have a captive audience who is more likely to listen to all of your content instead of only getting snippets when scanning through a written article. the more favourable the search engines treat your site in the search results. Why People Love it When You Use Video: When given a choice. There are some simple ways to achieve this. You can use still shots of the video for images and a transcription for the article that supplements the video for extra results. By embedding a video you are not embedding the description and title of your video that you set up in your YouTube Channel. 232 . #5 – Make It Trustworthy Use Focused Information With only about a second to make that first impression. Just answer your most frequently asked questions on an ongoing basis and you are not only providing valuable content but targeting potential objections. Why Search Engines Love it When You Use Video: The longer people stay on your site.It’s That Easy: Online Marketing 3. people will click on a video before they click on anything else. Video is proven to be the easiest way to keep people on your site for longer periods of time. You also need to include some written content because a post or page with just a video does not have enough information for the search engines to know what that page is about. the better.
but consider three separate sites. Your design does not have to be boring. Having your site social media 233 . do all three. Don’t confuse people by selling a clothing line. There is a reason why their sites are laid out in a certain way. your marketing consultancy services and blogging about being a mum all on the same site. Generally it works. Your design can be average but if people are sharing your site and commenting on it. Design your site for your visitor and not for you. then they will view it as having valuable information. Look at what larger established marketing companies are doing and model it. a learning technique you found that helps your three year old. nor should you try. You don’t have to be everything to everyone. and good use of uncluttered content can quickly say what you want. but clean lines. Provide Multiple Ways to Contact You Listing your business address and phone number on your site shows that you are a real company. professional looking images and video. Anyone can have a website and only use a contact form.Getting People and Search Engines to Love Your Website . The more access points someone has to you as a business. and your latest coaching package in one place may seem endearing to some of your site’s visitors. of course. You can. but the search engines will find it difficult to learn what you do with the huge range of topics on your site and then not give you precedence in search results for any. Find your niche or area of expertise and stick to that. Provide the Power of Social Proof Social proof is a powerful way to build trust. Keep it Clean and Simple Use a clean professional design. they have the budget and resources to test and improve upon what they are doing. After all. the more trustworthy you will appear.Heather Porter Focused information ranks better. Talking about the latest dress design.
continue to demonstrate how your knowledge can help others over time in a variety of multimedia content posted throughout it. not only giving you more traffic from their sites but also a boost in your own authority page rank. Other credible authority sites may also link to content on your site. Video testimonials are powerful because you get to see the person who made the claim. Now that you know the fundamentals of creating a well-loved site. you are judged by the company you keep. but it will be revisited and shared if it truly helps its visitors. Why Search Engines Love Trustworthy Sites: People stay on sites they trust. Why People Love Trustworthy Sites: People buy from people they know and trust. and by now you know the longer someone stays on your site the better.0 enabled is important but it is also just as powerful to include testimonials and case studies throughout. If you recommend something without doing due diligence you may be pigeonholed into being a scam site or not sharing reliable information. Your site may be remembered if it stands out from the rest with some unique design elements. All it takes is one bad post with unchecked content to quickly ruin your reputation. 234 . Keep your Recommendations Clean Making valuable recommendations is the most powerful way to quickly position yourself as an expert or hub for industry news because you can save other people time by sorting through information to pull in the most valuable resources. However.It’s That Easy: Online Marketing 3. Don’t link to spammy sites and if you want to credit or involve other people’s content in your website make sure it is quality and make sure it is tested.
com Nielsen. Remember.com Heather Porter 235 .com Wordtracker. The standout website owners focus on getting people to love their website first and foremost.Getting People and Search Engines to Love Your Website . They are thinking “What’s in it for me?” so go out there and show them! Sources: Mashable.com InternetWorldStats.Heather Porter It is becoming more difficult to hide or pad out bad or fluffy information.com Comscore. Build that trust over time and the sales will follow. your site should be designed to help your audience first. The search engines look at the patterns of people so they too can provide information that the searchers want.com AimClearBlog. By focusing on a specific market and giving them exactly what they need you will become known as their “go-to place” for ongoing information and advice.
and then worked as an Entertainment Editor for a small magazine. This began her 10-year journey working with other top speakers around the world both in events and creating marketing systems and products that leveraged their large followings. fashion and music events in Southern California.0 ABOUT THE AUTHOR Heather Porter Heather is an online marketing strategist…or someone who basically lays out what online tools and systems a business can use to get more clients and take better care of the ones they already have. which is an adventure travel club for small business owners and top business mentors to network and also participate in philanthropic work in underdeveloped countries with charities such as Richard Branson’s South African School for Entrepreneurship. During this time she also launched an online community and educational site “The Academy of Wealth and Achievement” that had over 16. It was during this time that she learned how the Internet worked and taught herself web design – not easy in those days! From there she worked with motivational speaker Tony Robbins on his events management team. It also gave Heather the chance to work in over 25 countries. After seeing so much of the world she fell in love with Australia and decided to relocate to Sydney from California. In Australia she co-founded and served as the Managing Director to the Billionaire Adventure Club. She started out with her own business that produced and promoted art.It’s That Easy: Online Marketing 3.000 members during its launch. mixed with finding the right systems 236 . After learning the powerful combination of driving traffic to events and websites for herself and others.
In addition to running Autopilot Your Business. writing marketing tips and tutorials on her blog. she enjoys working on her own online TV show “Make It Simple TV”.com/user/FindFameOnline Pinterest: http://pinterest. After all.com/ AutopilotYourBusiness and http://www.com/BusinessHostess YouTube: http://www. It is to not only have a system to capture new leads and the ability to convert them into a client.FreedomOutsourcing. she launched her own digital marketing agency called Autopilot Your Business.Youtube. people go into business to do more of what they love. It is the business owner who knows how to use the right marketing systems that has the ability to compound their efforts. but also how to automate it so it can be done over and over again. webinars and train the teams of other marketing agencies on how to use the newest digital and social media tools.com/ Her Social Media: Facebook: http://www. Heather has spoken on a variety of online topics on platforms throughout Australia.Twitter.com/heatherrporter/ 237 . Her Blog: http://www.AutopilotYourBusiness.Heather Porter to grow and replicate it.com Her Outsourcing Company: http://www. recording her ongoing podcast show and growing her lifestyle concierge project called “Lives of a Woman”. She is regularly asked to speak as an expert on podcasts.com Her Digital Agency Site: http://www.Getting People and Search Engines to Love Your Website . and not get stuck doing things they are not good at or don’t like.HeatherPorter. She also holds a role as a Social Media Advisor for the Women Speakers Association.Facebook. Heather has found that there is one main thing that makes any business grow.com/ FindFameOnline Twitter: http://www.Facebook.
Visual case studies of 3 websites and the exact changes that were made to attract more clients The “WordPress Plugins CheatSheet” valued at $50 . optimise and promote your site (Total value .com/in/HeatherPorter Her Podcast: http://itunes.com/Easy free gifts go to: www.The top 12 plugins I recommend for you to protect. 238 .apple.It’s That Easy: Online Marketing 3.LinkedIn.com/au/podcast/grow-your-business-online/ id492208932 Special Offer: Get your Complimentary “Website Success Pack” and start attracting a flood of clients online! Includes: The “Website Conversion Map” valued at $197 .0 LinkedIn: http://au.$247) To get instant access to your AutopilotYourBusiness.
I was in my early fifties when I was admitted as a lawyer. or changing your business model to online. over the past year. My Background I studied law as a mature student while working full time as a law clerk. a technology dinosaur) to start something new? Don’t you believe it! I’m a seventy year old lawyer who. has been transitioning a traditional offline law practice into an innovative online business – and I’m going to tell you how I did it. and the learning curve too steep.Lyn Lucas CHAP TER FOURTEEN Transitioning An Offline Business To Online B Y LY N L U C A S Maybe you’re thinking of starting an online business. 239 . You’ve been procrastinating because it’s too hard. then had the opportunity to open my own sole practice in early 1999.Transitioning an Offline Business to Online . you think you’re too old (inexperienced. For the next five years I was an employed lawyer. So I took the plunge and I haven’t looked back since. But think about this: the market for many offline businesses is restrictive and shrinking and online is taking off. Perhaps you think the challenge is too great. So. It’s time to rise to the challenge and make the change. or you simply don’t know how to do it.
and the ex-partner who often suffers from “head in the sand syndrome” and goes to great lengths to delay the proceedings and antagonise the other partner.0 In 1995 I trained as a Mediator. and both parties are in agreement on how their property is to be divided. However if it is an amicable divorce. As well as conducting numerous mediations. or any likelihood of litigation. Madness. My “Why” Lawyers work within certain rules. That stress is not only caused by the system itself. However. decreasing the assets available to both parties and their children. so there is not much room or time to be innovative and look for new methods and systems of running their firms. This behaviour inevitably increases the legal costs that finally come out of the combined asset pool. regulations and boundaries and most work long hours. 240 . I thought there must be a much better way for me to work so the benefit to my clients would be less stress and a saving of time and legal fees in finalising their settlements.It’s That Easy: Online Marketing 3. and cannot act for both partners if there is any conflict or dispute. or attending them with clients. but also by the clients’ perceived attitude of the opposing lawyer. I employ my negotiating skills when assisting clients to reach a final agreement of their divorce property settlement. As a lawyer I am bound by confidentiality. but I saw it happen all the time. But I was growing increasingly frustrated with the system and the stress experienced by my clients. I can assist them to efficiently finalise their settlement and save thousands of dollars in legal fees. My Business The main area of my business is family law and I have assisted hundreds of clients over the years to resolve their children’s issues and their property settlements.
This would mean – • My “local” business would become “international” – I could provide services to clients throughout Australia and sell products to an international clientele I could act for both partners in a divorce property settlement and save them thousands of dollars in legal costs My communication with clients could be inside and outside of normal business hours.. the Family Law Act is a federal act. and I wanted to find an alternative path. I have been through two divorces so have empathy with the stress and anxiety that my clients experience..Lyn Lucas In Australia. and I can act for clients all over Australia. so the same legislation applies nationally. Then the “light bulb” moment struck – I could transition my offline business into an online law practice. and I loved it! 241 . The traditional family law system was failing my clients and exacerbating their stress. when the clients were at home or in their office Communications would still be discreet and confidential I could work from home and save heaps on office overheads I could licence the business to like-minded family lawyers in Australia An online business would suit my planned lifestyle of semiretirement I could fulfil my dream of travelling around Australia while conducting my business online • • • • • • • Wow! This put a whole new perspective on how my business would function in the future. My passion always has been to successfully guide my clients through the emotional trauma of a separation and divorce.Transitioning an Offline Business to Online .
I could have access to millions of people online. but there was an easy solution for online via email. I had to think like an online marketer. were – Challenge: My Age Solution: Normally a barrier. communication is usual in an offline law practice. but really only needed a fraction of that number as clients to make a comfortable living. and promote my point of difference.It’s That Easy: Online Marketing 3. however it has never worried me because I don’t feel my age! Challenge: Technology Solution: Now this was a big one! I had experience in a couple of other online businesses so knew more than just the basics. The Challenges Some of the challenges I had to overcome. and my solutions. and a passive income from product sales Challenge: Communication With Clients Solution: Face to face. and Skype with webcam 242 . claim it and dominate it. I needed to define my niche. and telephone. but this has been my steepest learning curve (assisted by my teenage granddaughter!) Challenge: Mindset Change Solution: Transitioning from offline to online.0 Initially I had to work my way through the differences between operating an offline business and how I would tailor the online business to cope with the changes.
social media accounts. 243 . the preparation of precedent documents.. SEO.Lyn Lucas Challenge: Systems Solution: These had to be implemented to document the process for each client. etc.Transitioning an Offline Business to Online . audios etc. etc. drafting a Procedures Manual. and a Licensing Agreement in preparation to licence the business in the future Challenge: Client’s Documentation Solution: This could be emailed throughout Australia. eBooks. I could connect via Skype video to witness client’s signatures. I could produce products such as webinars. to provide additional income Challenge: Marketing And Promotion Solution: Again the mindset change to transition from offline to online and manage website construction. I could manage video conferences and video mediations where necessary Challenge: Fee Payment Solution: Funds could be deposited electronically into my account as I completed each stage of the process Challenge: Services And Products Solution: Not only could I provide legal services to clients for their divorce property settlements.
what is their pain – and how can you provide the solution? Expert advice will set you on the right track from the beginning and save you money in the long run. social media. You get what you pay for. it must be an attractive and interactive site and contain fresh and relevant information and advice and be easy to navigate. Consider your target market. videos. Google Alerts. It becomes overwhelming! If you can find a mentor to help you through this maze. YouTube. Google Keywords. social media. I was lucky to find a mentor who understood my goals and could help my business grow. your templates for webinars etc. You will be constantly changing and updating your website and it will save you money and time if you have the right person assisting you. Entering the world of online business you are confronted with tools such as search engine optimisation.0 Lessons Learned Go to the right person first: The very basic website that was originally constructed. had to be updated. Marketing Strategy This is completely different to marketing and promoting an offline business and you have to have a real change of mindset and think like an online marketer. Google Adwords. The same principles apply to designing and setting up your social media sites. etc. promoting your “brand”. your business cards and promotional material. audios. This is your shop window to the online world and although it need not have all the bells and whistles.It’s That Easy: Online Marketing 3. The mentor I worked with is a 244 . article directories. so in the initial stages it is wise to consult with a qualified web builder to plan and build your website and save money on massive future updates. it will make your life much easier. blogs. what are their problems..
but it is getting easier – particularly when I enlist some help the first time I use it. Put Yourself Out There Business will not automatically come to you with an online business. and much more. becomes a new challenge. etc. so you need to experiment with the myriad of tools available. PowerPoint. Each new piece of technology I face such as Audio Acrobat. the older you are the more difficult it is to grasp – but you are missing out on the benefits unless you try. And you can then learn the basics and the correct way to use the technology. how to gain free publicity. I also attended a full day workshop on making your own videos. There is a plethora of information on the web written by top experts where you 245 . Skype recording.Lyn Lucas marketing specialist. When I look at the stats for my website. My mentor taught me the importance of blogging frequently. She pushed me to do things I hadn’t even thought of doing and the information she has passed on to me has been pure gold. the value of writing articles and submitting them to article directories. and provided me with instructions on how I can make changes myself. you need to promote and push yourself in front of your target audience. ensuring the content is fresh and relevant. Overcome Fear Of Technology Technology will save you time. There is always someone you can turn to for help when you are starting out. I can see the upward trend began as soon as we started working together. Unless you grew up in the technology age (like my granddaughter). Never be afraid to ask for assistance.Transitioning an Offline Business to Online . producing a podcast series. and overcome your fear. I engaged a wonderful online marketing strategist who has made some brilliant changes to my website. Your investment with these experts will certainly pay off. Audacity.
including writing great media releases. creating my own Online Divorce Lawyer Group on LinkedIn. within the next month or so I will be producing my own Easy Divorce Podcast shows – so watch this space! Conclusion So don’t procrastinate any further. I started adding “friends” and “connections” on Facebook and LinkedIn. chapters in three books. an article for a women’s web site. and putting videos on YouTube.so she was the perfect role model. get moving! Expect to be challenged and to be on a steep learning curve. achieving that work/life balance I 246 . you can attend workshops and seminars and you can read books. interviewing business experts for over twelve months . My latest challenge began when she suggested I was advanced enough to start my own podcast show – you are kidding me! Am I really ready for this? She has successfully produced fantastic podcast shows. There are online directories where you can register to receive email alerts seeking people to interview or write articles on topics in their field of expertise. and I’ve been interviewed in a podcast show. an article in an international women’s journal. I have stepped up to the plate.0 can learn lots of tips. but there is help out there and you will succeed if you stick with it and follow your passion! I have received some great results since I starting pushing my online business less than a year ago.It’s That Easy: Online Marketing 3. Recently I attended a workshop and learned some great ways to gain free publicity. My methods and systems for running my law office have now changed and I will soon be working from home. Articles have been accepted in three digital magazines. and with my mentor’s encouragement. In the initial stages my mentor encouraged me to blog every day for 21 days to watch my website stats increase.
or are thinking about it. broadening my target market internationally and being able to provide better services for my clients. In preparation for semi-retirement. Do your research.au/ItsThatEasy and get your free copy of the ebook – ‘Guide to Saving Money on Divorce Property Settlements’.OnlineDivorceLawyer. Special Offer: If you are going through a divorce. Although she agrees she is still on a steep learning curve. Lyn is already planning to grow her business with a series of podcast shows and licensing her system to other family lawyers. and would like to save a lot of heartache and thousands of dollars. and has managed her own practice for over thirteen years. organise your preparation.Transitioning an Offline Business to Online .com. Lyn has used an innovative approach to turn her offline law practice into an online business that she can successfully manage from wherever she is located. so can you. to have a successful online business. or lacking in technology experience. then go to www.Lyn Lucas have been seeking for years. she proves that you are never too old. get your website up and moving and go for it! Lyn Lucas ABOUT THE AUTHOR Lyn Lucas Lyn Lucas has practiced as a Family Lawyer in Australia for almost twenty years. valued at $47. So. if I can do it. 247 .
I was stressed. I contemplated closing the doors and putting my company into liquidation. that would have made things simpler and easier for me?” And the answer is always the same… ”Why didn’t I construct my business around the principle of leverage right from the start!” I founded my business seven years ago and knew nothing about leverage at the time. On top of that I wasn’t reaping any of the financial rewards I’d always imagined. I felt on edge all the time. at one point. I couldn’t sleep and as a result. let alone time off. I worked long hours (often seven days a week) and rarely had a holiday. My health was deteriorating. So I always find myself asking: “What’s the one piece of advice I wish I could have given myself when I first started.It’s That Easy: Online Marketing 3. In fact.0 CHAP TER FIF TEEN How To Have Your Online Cake And Leverage It Too BY M E L A N I E S U M M E R When you’re in business. So how is it that some people with the best intentions and a solid work ethic fail while others seem to build up one successful company after another and still have time to spare? Rebel billionaire and “multipreneur” businessman Richard Branson is a classic case in point – how did he manage to build an empire of more than 400 companies in less than 40 years (after starting a student newspaper operating from the crypt of a 248 . hindsight vision is always 20/20.
And as clichéd as it sounds. “Give me a place to stand. Basically. In fact. they have trained their brain to see the world through leverage-tinted glasses. here I was with the same 24 hours in a day and I was struggling to build up just one business (and failing miserably)! Somehow my excuse that I didn’t have enough resources (e. I live the life I have always dreamed of. I now live my life according to my rules – and as such. What Is Leverage? Most people think of leverage as a mechanical process. The time I gained through applying the principles of leverage I now spend doing things that are really important to me like studying. a crowbar). We use the principle of leverage every day in our lives (e. It wasn’t until later that I realised Branson and all the other successful business people like him out there harbour an amazing secret. 249 . time and money) fell flat in the face of such glaring evidence to the contrary. They practice the principle of leverage.Melanie Summer church) while still finding the time to break records circumnavigating the world in balloons and boats? After all. “I don’t think of work as work and play as play. and I shall move the Earth with a lever.g. a trolley.Richard Branson. a door handle. I now only work 5-8 hours a week in a business that has over 30 staff and turns over more than $3 million/annum. which means “to raise” (and we’ll come back to this later…). The actual word comes from the French lever. We are able to move things with the help of a lever that we normally couldn’t budge. It’s all living. consulting/presenting to other businesses and spending time with my family.” .How to Have Your Online Cake and Leverage it Too . 3rd century Greek mathematician. I went on to structure my business in a different way.” Archimedes.g. Once I began to learn about leverage. a lever amplifies an input force to provide a greater output force.
then it’s more than likely you are not leveraging your business successfully. and the sooner you understand this the better off you will be. However. “I would rather earn 1% off a 100 people’s efforts than 100% off my own efforts. a working principle.John D. by setting up business systems and structures that are simple and easy for your staff/clients to follow or execute) or your assets (e. more automated and give you freedom to create the life you love. Rockefeller. there are many other ways you can leverage your business. you have leveraged the bank’s money into making you more profits).” .g.g. by creating a website/digital store that exposes your product/knowledge to a much wider audience).It’s That Easy: Online Marketing 3.e. So… if you are running a business where you physically need to be there every day. by going on-line and operating 24/7 instead of 40hrs/week). 250 . The resulting return (or profit) that rolls in as the result of this raised external capital (investment + bank finance) is much higher than if you used investment capital alone (i. Most of the time this means taking your invested capital and leveraging it with bank finance.0 Leverage As A Concept But leverage is not just a mechanical process. you can leverage your time (e.g. where things fall apart when you are sick or go on holiday and you find yourself having no time and working long hours for little pay. When you hear people talk about leveraging their business they’re usually talking about “financial leverage”. But it always will get your business to run smoother. it’s a concept. Applying the principles of leverage to the way you operate your business is often the difference between success and failure. For example. your knowledge and skills (e.
employs the shotgun approach (shoot enough pellets and eventually you’ll hit something).Melanie Summer Retraining Your Brain Think back and remember the reasons why you went into business in the first place. Kiyosaki. this has been achieved through a combination of print/TV/radio advertising campaigns and through expertly trained staff and sales people.Marketing One of the most powerful ways of leveraging your business quickly and efficiently is through clever marketing and promotion. Most people will answer job security or financial and social independence. including the fact that it is expensive. geographically limiting and above all. But in business terms we really mean the amplification of information/knowledge/assets for a greater return or profit. Traditionally. the goal of a business owner is to maximise his/her income AND to enjoy life (otherwise you are simply buying yourself a job and whole lot of headaches. you are naturally limited to how much you can earn). But as any smart business operator will tell you.. After all.” Or in simpler terms – how can I do more with less? Remember. The truth is. there are serious drawbacks to this methodology. the definition of leverage is the amplification of force. finance author and guru of Rich Dads The Ultimate Business Crowbar . “The most important word in the world of money is cash flow. the long hours/little pay scenario). “How can I raise my output by leveraging my input.How to Have Your Online Cake and Leverage it Too . you need to take a step back and ask yourself. time-consuming. The second most important word is leverage. if you want your business to succeed. In other words. no-one likes a boss who dictates the rules (and unless you convince your employer you are indispensable and worth A LOT.. 251 .” – Robert T.
” – Warren Buffett Online marketing allows you to connect and built relationships with many people at the same time rather than individually or through a handful of in-store staff. If you think about that. author and educator Jeff Jarvis wrote a blog under the headline “Dell Sucks” after becoming frustrated with a lemony laptop. a potentially global customer database that we can access in a very targeted and niched way rather than using the shot gun approach. “It takes 20 years to build a reputation and only five minutes to ruin it. There are many different ways to do this: social media. journalist. Why? Because the internet gives us access to unlimited markets. e-newsletters. The blog went viral. blogging. For example. podcasts. Google and Dell are excellent examples of companies who have leveraged their on-line information through collaboration with their clients. you will do things differently.0 Online promotion provides the ultimate in marketing leverage.” – Michael Bergdahl (former director at Wal-Mart) So what are the steps you need to take to leverage successfully online? Leveraging Customer Relationships Marketing (online or offline) is not only about advertising. in 2005. etc. A great way to improve and increase your business is to really listen to your customer.It’s That Easy: Online Marketing 3. To make advertising effective we need to build relationships with our customers and establish trust first. webinars. eBooks. with thousands signing up to agree (along with mainstream media which also jumped on the bandwagon) 252 . website. “The key to competing and surviving against (bigger companies like) WalMart is to focus your business into a niche or pocket where you can leverage your strengths in the local (and digital) marketplace.
com/dell-story-the-draft/ So in other words. autoresponders. Building and refining your business based around this feedback is a great example of nontraditional leveraging techniques..” http://buzzmachine. (the real question is) do you want be part of that or not? And my argument is absolutely yes… you can become a better company by listening and being involved (with your customer base). it then started its own blog called Direct2Dell and a new website called Ideastorm. no matter where they are.How to Have Your Online Cake and Leverage it Too . After initially ignoring the blogstorm.g.com where customers could not only solve their problems in real time but give the company feedback on what direction to take to keep customers happy. Dell eventually dispatched technicians to reach out to complaining bloggers and solve their problems. automated order process. it’s invaluable information that you would not normally receive unless you ask every client individually. Michael Dell (CEO) summed it up by saying: . The customer can purchase anytime from anywhere and if you are selling digital products that are information-based (like a course or an eBook) the customer can even have the product immediately. revenue and stocks. Leveraging Product Sales According to a recent financial report. Consumers can buy product 24/7 via e-commerce websites anywhere in the world. a record 53% of Australian consumers aged above 15 years are now buying online. automatic billing. online payment systems).“Blogs/conversations are going to occur whether you like it or not. Processes can now be easily and inexpensively set up and duplicated (e. Crucially. 253 . By creating a presence in the online world you are effectively multiplying your selling capacity. And as Dell found out the hard way.Melanie Summer resulting in a disastrous fall in Dells’ customer base. using online customer surveys or blogsites can be a great way of receiving feedback from a wide customer base and hence establishing a two-way communication channel.
This may be an issue if you are selling commodities that compete on price rather than quality/ benefits or that don’t differentiate themselves from the competition. However. by definition. We can leverage our knowledge and expertise and sell information on the internet.). Leveraging Services Services have always been tricky when thinking about leverage because. than to develop resources where they do not exist. hence enforcing our marketplace with higher customer satisfaction and adding value to our products or services. 254 . etc. We can write eBooks. Customers often use websites to compare prices from different suppliers.” – George Soros But there are downsides to selling products online. a service involves some customer contact and face to face interaction. Amazon and Yahoo! Shopping can increase your exposure to literally millions of customers.0 Global online selling portals like eBay. These portals already have systems established that enable you to conduct transactions safely and effectively .they are also relatively in-expensive to use and operate (e. “It is much easier to put existing resources to better use. So. The transparency of the internet makes the market more competitive.g.It’s That Easy: Online Marketing 3. products that are unique and have clearly defined benefits are less likely to get drawn into a competitive price battle. In other words. automated emails. produce videos on “how to” or other educational series in our area of expertise. Those products can be standalone products or can be supporting material for existing clients. with some creativity they can at least supplement their business with some leveraged additional online income. many service providers don’t even consider leveraging their business and only conduct it face to face. We can create programs that we produce once and sell via the internet over and over again. Pay Pal.
educators. Video marketing makes us more accessible to our customers. YouTube and other video content online have changed the way we use visual information. Membership sites give your customer exclusive access to your expertise and knowledge and create a tribal experience while providing you with a leveraged ongoing income. A whole online industry has evolved over the last few years to achieve this and successful business people are using this unlimited gold-mine of information to grow their business while outlaying a minimum of time and money. Here are some of the online tools we can use to leverage our services: • Webinars can deliver classroom style teaching. and we can automate and duplicate processes. hairdressers and even accountants can now be leveraged online in so many different ways – for the first time in history we are entering a new way of leveraging services – so it’s either jump on the bandwagon or be left behind! With the internet we now have ways to leverage and provide services to a wider geographical market. Online training like webinars can reach customers in remote areas.Melanie Summer Service providers like consultants. Podcasts using iTunes’ customer base as a distribution channel can feed into your customer database. We can use videos in many ways to upsell. limited only by time zones (recording of webinars can overcome that hurdle). inform or persuade our customers. Skype and other internet based phone providers can connect you with your customers even when you are not in the same town. consulting or other educational/informational delivery to wide groups of people. educate.How to Have Your Online Cake and Leverage it Too . Virtual outsource services can help you produce products by leveraging skills from countries like the Philippines. 255 • • • • • • .
If they’re not. It’s all about taking little steps and integrating smart business structures and systems into your business over months. An easy analogy to remember is. You need to raise your profile through efficient online marketing and promotion. And you need to raise your expectations and outcomes to meet your goals and lifestyle. That old chestnut of an excuse about not having the time or the money to achieve your goals simply doesn’t cut it when it comes to creating a successful business! Melanie Summer 256 . Remember. it’s important to recognise that only the yeast can double your dough ($). when you are baking the bread for your business success. In my case it took me 2 years to turn my business around after applying the principles of leverage to every aspect of our operation and change from working 7 days/week to eventually 3 days/week to today. not days. then start today (and if you don’t know how.0 Why Yeast Is More Important Than Flour So in summary. then check out my website for more information…). “How can I raise my output by leveraging my input” or in simpler terms. where I only work 5-8 hours a week on my business (not in my business). leverage is a mindset – you need to ask yourself. not the flour! In other words: You need to raise your awareness of how leverage fits into your business.It’s That Easy: Online Marketing 3. “How can I do more with less?” The key words here are “to raise” – French for lever (told you we’d get back to it later!). the principles of leverage need to be built into your business from Day one.
immersing herself in every self-help seminar she could lay her hands on. worries and stress. Melanie now works only 257 .Melanie Summer ABOUT THE AUTHOR Melanie Summer Melanie Summer is an award-winning small business owner who oversees a multi-million dollar glamour photography company with 32 staff. However. confidence and self-esteem issues. rarely take holidays. Melanie understood early on that passion and hard work are wasted without clarity of vision and that being a victim of circumstance is a mindset. But she soon realised that the outcome is often very different from the dream. and automated and systemized her operation with the aim of developing exceptional customer service. stress. not an excuse.000 debt into a multi-million dollar asset and was awarded the Telstra National MYOB Small Business Award 2011 for her remarkable achievements. Within three years she turned a $250. flexibility and independence. clear road map for business success. Melanie took control of her life by consulting a life coach.How to Have Your Online Cake and Leverage it Too . Like most people. The vast majority of business owners work long hours. all while being a single mother with little or no support. So rather than give during the tough times. re-training herself as a hypnotherapist/public speaker and creating a focused. Along the way she transformed her business by applying smart business strategies. earn less money than wages and often sacrifice their health as a result of work overload. Melanie went into business in order to gain control of her life as well as to create wealth. She also created a team culture that fostered high engagement and continuous improvement in all areas of the business. language barriers. her success has not come easily… along the way she has battled bankruptcy.
She shows them how to transform their business into a leveraged operation that supports a healthy and balanced lifestyle and explains how they can regain control and freedom while still creating financial independence. see Melanie’s website: www.MelanieSummer. (valued $97) here: www. For more information.com/ItsThatEasy 258 .0 5-8 hours per week on her business (not in her business) and in her spare time helps small to medium business owners break free of their own “rat race”. MelanieSummer.It’s That Easy: Online Marketing 3. including the audio version.com Special Offer: Download your free copy of the eBook ‘10 tips to Growing out of your Business’. enjoying the life she’s always dreamed of. Melanie currently lives on the Sunshine Coast with her daughter Dana.
then it is vital that you position yourself as a market leader. However. I believe it goes much further than this. product or business that has the largest percentage of a market. Some people shy away from this – they may be modest and don’t want to be in the public eye. Two perfect examples of this are Ghandi and Mother Teresa. However. being the owner of an online business you can generally keep a fairly private existence and do okay. Sure. Others may think that ‘influencing’ others is not the right thing to do… But if you combine this concept with the fact that leaders help to solve problems . market leaders are more than just servants – they are also influencers.and that they help others achieve their goals by pointing them in the right direction . Consider this… Some of the greatest leaders in world history were also great servants. But if you want to take it to the top. So What Does Being A Market Leader Mean? Many people will tell you that being a market leader is a brand.Dominate Your Niche as a Market Leader .then you start to get a deeper 259 .Fiona Lewis CHAP TER SIXTEEN Dominate Your Niche As A Market Leader BY F I O N A L E W I S Market leadership should be the goal of every web-based business owner as it is a key way of building your brand authority.
As Business Owners. as an online business owner.000 a day today. Jay Walker-Smith from Yankelovich Consumer Research states.It’s That Easy: Online Marketing 3. They have the same customer service and offer the same delivery options. Nevertheless. How Do We. CA . Google’s Eric Schmidt stated in 2010 at a Techonomy conference in Lake Tahoe. are interested in purchasing their products.0 understanding of what it truly means to be the ‘rockstar’ of your niche. In fact. that. there is one distinct difference between the two companies: 260 . your audience has thousands of other messages competing for their attention and action. in people’s minds there still lies a ‘village mentality’ which influences them to make buying decisions on products and services based on what they are familiar with or where there are recommendations by friends or acquaintances. as a customer. imagine there are two competitors that sell the same product.” So. “Every two days now we create as much information as we did from the dawn of civilization up until 2003. To demonstrate this. Start To Cut Through the Clutter? Let’s have a look at this scenario that is related to a concept called ‘village mentality’. lightning-fast competing messages. you have to contend with constant. To demonstrate the enormity of what is going on. No matter what field you serve. You. It’s so much more than being about the money! (although the money is nice…) Understanding The “Village Mentality” These days we are bombarded with choices and information on the internet. However.” That is a mind-boggling statistic! So. We all know appearances can be deceiving and all is not gold that glitters. “We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as 5.
they don’t have a social media presence. you’ve heard a couple of podcasts by the owner of the company. Doing the right research is going to help you know your environment. they have gained credibility and trust. As a result. there’s not a lot of information about them out there on the web. which in turn will give you an outlook on how you can become one of the most influential people in your market. you need to attain to a position of influence. in fact they seem quite anonymous. Who do you think you are most likely going to buy from? What is human nature? You’ll end up buying from Company A! Why? Because Company A has successfully established themselves as a market leader in their niche. You’re familiar with the good quality content on their blog and the blog also has lots of comments. These podcasts were interviews between the owner of the company and other influential people in the niche... The next step to take is to work out how you are going to plan your domination! Let’s break the market leadership process into three main steps: STEP 1 – Research ‘Who’s Who In The Zoo’ If you are in a market. Facebook likes. Company B – You’ve not heard of them before. Even more. 261 .Fiona Lewis Company A – they have a bunch of reviews. Okay – I’m Convinced! How Do I Achieve Market Leadership? Hopefully by now you have seen the importance of establishing yourself/ your business as the market leader in your niche. and Google+s.Dominate Your Niche as a Market Leader .
How many of those people know who you are? If your answer to that question is ‘not many’.It’s That Easy: Online Marketing 3. ‘know your enemy’. how can you possibly compete with them. make a list of the top 20 most influential people on the market that you are doing business in. you must first UNDERSTAND the market and know everything about your competitors. Any thorough marketing research starts with these SEVEN questions that you should study in depth: 1. Like the saying. WHO is the competition in my market? If you analyse a market.0 So. you should: • • • • • Do a Google search for your keywords and see who is in the top organic results Check online business directories Google Ads (it’s a good sign that there is money in the niche if there are lots of Google ads!) Facebook ads Facebook fan page sites (look for ones with large groups of followers) NOTE: This may not be appropriate for all niches 262 . there are some VITAL questions you must ask yourself AND more importantly. it is essential that you KNOW THE ANSWERS! You see. Let’s look at the process. let alone become the leader within your niche? This makes the difference between success and average results. before you lead a market. In order to do this. being a market leader means that you know your competition inside out – because let’s face it – if you don’t know exactly what they are doing. then you have may a problem if you want to dominate your niche. In this case. you need to ‘know your competition’ in order to overcome it.
… 3. Alexa.com. and so on 2. then select ‘View Page Source’ – look for the keywords and descriptions they are using in their meta tags) Use SEM Rush. But chances are that they sell something that you don’t – a service? A product? Possibly these are the ones that made the company so famous and popular. What KEYWORDS do my competitors target and what are they currently ranking for? • Look at the page source code of a competitor’s website (rightclick when on their site.Fiona Lewis • • • Twitter Ask around if appropriate .Dominate Your Niche as a Market Leader . then perhaps you are selling similar types of products.. WHAT do they sell? If these companies work in the same field as you. so analyse (while also looking for weaknesses): • • • • • • • Information products Physical products Services Memberships Affiliate products Access to a community/forum Etc. Market Samurai and Keyword Spy to collect more data • 263 ..
you have to see who your competitors are targeting – you can then choose the same target audience as your competition. or go for something different.0 4. But in order to get to the top. Analyse demographics such as: • • • • • • • Gender Age Education Business owners Consumers Parents Etc. WHO do they target? Knowing your target audience is one of the key things you need to do. What TRAFFIC CHANNELS are they currently utilising? • • • • • • • Google Adwords Facebook Ads Banner advertising SEO Social Media YouTube Press Releases 264 .… HINT: Look at their copy – who are they talking to? 5.It’s That Easy: Online Marketing 3.
Take each traffic channel separately and research it. 7. What OFFERS do they make? When we talk about ‘the offer’. we talk about what comes above and beyond the actual product.… 6. For example: • • Are they optimising their YouTube videos properly? What social feedback do they receive on platforms such as Facebook and YouTube? Are their customers engaged and openly communicating with them? Check Alexa.com to get an idea of the places they are getting backlinks • HINT: While you are going through this process. HOW effectively are they doing any of these things? Market Samurai will help you to evaluate the on-page and off-page optimisation of your competitors’ sites. For example: • • • What are they using as a lead magnet? (If any?!!) Do they offer a bonus? What guarantee(s) do they have? 265 . also have a look at who is publishing content and what type of content they publish.Dominate Your Niche as a Market Leader .Fiona Lewis • • • • Article Marketing Email marketing Offline marketing Etc.
use Flipboard to browse through all the content the market leaders are posting on Twitter. Here are some simple. Although we’re talking about building a strong online presence – at the end of the day. When you • • • • 266 . Many of these keywords will have been generated from your research in the previous step. Facebook and the feeds in your Google Reader account Watch industry news sites to ensure you are on the cutting edge of the latest information Attend live events where possible. This will show you the top stories in Google that are related to your keyword phrases If you have an iPad. Luckily for us. workshops and networking events. Internet technology has made it super easy to keep abreast of what is going on in your niche.0 • • Special pricing? Shipping offers (if applicable)? STEP 2 – Fuel Up! In order to be a market leader it is essential that you know all the current news and trends in your niche. the internet is filled with REAL people who often attend seminars. leveraged ways you can both collect the information and then consume it in a way that is time efficient: • Subscribe to the RSS blog feeds of the people who you have identified as market leaders in Step 1 (you can have these feeds sent to your email inbox or to your Google Reader account or Reeder app if on iPad) Use Google Alerts to feed information about your main keywords into your Google Reader account (or Reeder app if on iPad).It’s That Easy: Online Marketing 3.
They tend to only recycle information and prefer to ignore the importance of contributing original content. they are simply re-tweeting. make yourself known to the speakers and the audience. don’t be afraid to put your ‘two cents worth’ in! Here are a Few Tips on How You Can Stay Genuine and Bring Personality in Your Field: 1. come up with new. it will be quite hard. But take this piece of advice: when creating fresh content. if not impossible. Post regular. Establish Your Authority Space Your blog is a critical element in developing your brand authority. rather than creating their own original thoughts. So. be present to the task at hand and then proceed to making changes later.Dominate Your Niche as a Market Leader . 267 . STEP 3 – Move From PASSIVE To ACTIVE At last! Here we are at the exciting phase! This is the point where you start to ‘flex your muscles’ and let everyone in your niche know that you have valuable content and education to share. unique and previously un-discussed ideas and perspectives to your field. Ideally. If you choose to follow this approach. For example. have an opinion! Too many people do not create anything original or they do not contribute with their own view. Stay focused. It only leads to lost time. try to avoid distractions and do not stop to edit your first draft. good quality content on your blog – up to a few times a week if you can manage it. to get followers. Most importantly.Fiona Lewis attend these events. It is also a great place to express your opinions and gain a following.
videos are good for keeping visitors on your website. Content. The other upside of this strategy is the large amount of high page rank backlinks that are generated. Start a podcast – Podcast episodes can be listened to directly from your website or even downloaded from iTunes to your listeners’ mobile devices. It is such an engaging media and is extremely powerful in developing the ‘know. Do an online press release strategy – Posting regular press releases online helps to establish you as an authority and has the potential for generating interviews. YouTube is the second most popular search engine! On top of this. 268 . 80 percent done is better than 100 percent not done! 2. PLUS. Remember. Create Content. but there is a risk that your audience will forget about the release date and not listen to your episodes on a regular basis) and to have interesting and established guests who can offer valuable information to your followers. One way to do this is to try to piggyback off what is currently in the news. as demanding on yourself as you may be. Use attractive information such as poll results. This will give you and your business great exposure and expand your readership.0 NOTE: For all you perfectionists out there. Create videos – One of the reasons why video marketing is so important is that many people would rather watch a video than read content. The trick is to have weekly podcasts (monthly ones are also an option. statistics and studies in order to prove your point. helping to push your website up in ranking! One point to note is that your Press Releases must be newsworthy. trust’ factor.It’s That Easy: Online Marketing 3. remember not to put too much pressure on yourself that everything has to be perfect. Create infographics – they are easy to digest and very entertaining. Content Become an authority author – Write guest posts for other niche blogs like yours. like. or even for niche-related magazines.
you are more likely to get clicks through to your websites. Twitter. Make a statement about it. also add your own content. all the search engines recognise the power of social signals and they are taking notice of them. you are likely to come across information you want to share – but the tip here is to not just re-tweet things. It is what they use in order to determine whether to show your piece of information or not. add your own insights. Ride The Viral Wave Make it easy for people to share your content and spread the word through platforms such as Facebook. 269 . You’ll very quickly know what type of content they do and don’t like from you… 4. The best thing about it is that you will get fast and honest reviews from your readers and clients. Secondly. LinkedIn. etc.Fiona Lewis 3. Ensuring you have social media sharing buttons on each page of your content can easily do this. Reeder or Flipboard accounts. • Be an avid social media user and post several times throughout the day. There are a couple of reasons why this is so important: • Firstly. and therefore leads and sales.Dominate Your Niche as a Market Leader . If you appear on the front page of Google. Make Your Standpoint Clear And Let It Be Known! As you filter through all the information in your Google Reader. Pinterest and Google+. Social media is a two-way media consisting of action and interaction. personal recommendations are a big part of the future in the online space as they help generate the ‘trust’ factor that is so hard to attain. maybe be controversial.
Also. You can post them on your blog. iTunes as a podcasting. 6. and add some slides and voila! You have a video ready for video sites such as YouTube. your face will become familiar with the blog owner and followers (which develops your authority) and secondly. then they are more likely to follow your link and come to check out your site. Of course. Post often – be consistent.It’s That Easy: Online Marketing 3. Conducting interviews with high authority people is another great strategy as it creates the ‘halo effect’. an even better idea is to create products from these premium interviews. Also get INVOLVED in discussions with them by commenting on their YouTube videos. web TVs. etc. write once or twice a day. do not just reiterate what others have been saying. • 270 . This means that interviewing people of expert status or high renown in your industry ends up rubbing off on your reputation too. newspaper reports. Always seek to add value to your postings. Instead. Serve Others Become a member of some of the leading forums in your niche: • Be the expert – do not try to sell and do not start posting basic questions or you will not make many sales. In one year’s time you will be building hundreds of back links.0 5. if readers like what you have to say. try to get other people to interview you: Source Bottle and HARO are great resources which can draw attention on your business and on you – you can have people interview you for magazine articles. post answers which position you as the expert. The benefits of doing this are two-fold – First. Interact With Other Market Leaders Post good quality comments on high page rank sites/market leaders and use a Gravatar. Facebook posts and Tweets.
all the important information that you need to stay on top of is being aggregated in the one place! Evernote: Use Evernote to clip and bookmark pages you want to come back to. the more likely people in the forum will click on your signature links to find out more about you! This All Sounds Great – But I Don’t Have Time! Using Leverage Tools: There are many tools you can use in this process that will reduce the amount of time it takes to carry out the tasks in each stage of developing market leadership. but here is a clear and concise list for you to consider: • Google Alerts: Allows you to track you main keywords and your name. using trackable links.Dominate Your Niche as a Market Leader . This is very important from a reputation management perspective – especially for your name and business name. Make notes about them and categorise using tags. posts. • • 271 . podcasts. etc. Some of them have already been mentioned throughout the chapters of this book.Fiona Lewis Choose one or two premium forums and visit each day for about 10 minutes to see where you can serve others! • Don’t forget to set up your signature file – link to Facebook. Google Reader: You can filter all your Google Alerts and RSS feeds into Google Reader. Now. You will be alerted each and every time those keywords come up in the top search results. blog. The more value you add and the more you can help others to solve their problems.
You’re better to only outsource the repetitive tasks that are non-critical. you could have a VA edit. 1 Password [Mac] and Roboform. 12pm. You can use Buffer (which is both an App and browser plugin/extension) to spread out your content over the day. your VA could upload your podcasts and videos. 9pm. Enounce: Lets you play online videos up to 2-3 times faster – a great tool for busy entrepreneurs who want to digest the information a little faster!! Use a password protector to log you into your accounts (such as the forums) e. Similarly. 9am.g. Buffer: One thing that might happen whilst you are going through this process is that you are likely to come across a lot of information all at one time that you want to comment on and share. It is not a good idea to post this out to your niche in one go. For example. a word of warning – don’t outsource your market leadership activities such as social media or anything that involves you putting your opinion across. 272 . etc. For example. you might set it to drip feed at 6am. 6pm. Cloud based ones such as Last Pass or Passpack are also great tools. It then displays as a magazine that you can easily flip through to consume your information. 3pm. upload and publish your blog posts. • • • A Word On Outsourcing: Using outsource staff is a great way to help you to manage many of the tasks discussed in this chapter.0 • Flipboard: A mobile device app that lets you sync your social media and Google reader accounts in one place.It’s That Easy: Online Marketing 3. However.
Fiona Lewis Where To From Here? Here’s something I learnt from Ed Dale a couple of years ago: Market Leadership = content x consistency ML = C X Cn I think this is so incredibly pertinent to this discussion. stand for something and most importantly. The funny thing is. Some of the content you create will be okay. you need to be consistent. The more effort you put in. the greater the reward. exploits your competitors’ weaknesses and replicates their strength.. You need to do something every day.. But remember. Whatever media you choose to create your content in. Market leadership all boils down to these main points: • Focus on creating consistent. but there will be times you will crack something that is really popular with your audience. Market leadership is not going to happen overnight for the majority of people. Write content that matters within your niche. A Final Word.. something is better than nothing. you often don’t know what will be the most liked piece of content – so be diverse.Dominate Your Niche as a Market Leader . be congruent! • • This is the perfect formula for becoming a market leader within your niche. Make bold statements. but what matters most is having the right ATTITUDE – the 273 . good quality content that also demonstrates your point of difference. Patience and ambition are two of the core values you need to make use of.
Fiona now owns and manages multiple online businesses in several different niches. Fiona not only replaced her annual salary but also created the much sought after time she wanted to spend alongside her children as she worked from home. Within 12 months of leaving teaching. Hong Kong. She is now dedicated to teaching both mums 274 . Fiona undertook intensive training in Internet Marketing under the guidance of internationally recognised Internet Marketing and business innovator. Fiona has demonstrated how ordinary women can achieve truly extraordinary things. Fiona’s desire to work in a world without borders is mirrored by her extensive travel to some of the world’s major cities and most desirable destinations including the United Kingdom. many of which fall under the banner of Super Savvy Business. Thailand. Aside from being an avid learner of online marketing strategies. Greece and Fiji.. Through sheer hard work and determination.It’s That Easy: Online Marketing 3. Coming from a teaching background. she is also interested in market leadership and business systemisation. and going. and going. until you reach the top! Fiona Lewis ABOUT THE AUTHOR Fiona Lewis Fiona Lewis is a highly successful author. speaker and online business coach. Building on her Masters of Education in HR and Management. Europe. James Schramko. Fiona took a giant leap of faith during 2008 in leaving proven job security to pursue a career in Internet Marketing..0 way you are thinking and the way you see your business is what will keep you going.
Fiona Lewis and entrepreneurs how to leverage the power of the Internet to develop successful online businesses. leveraged ways to develop a profitable online presence. SuperSavvyBusiness. Special Offer: Market Leadership is one topic covered in Fiona’s 16 point Ultimate Web Blueprint workshops. in which participants spend a whole day with me learning about powerful. As a free bonus gift. To immediately download your copy. go to: http://www.Dominate Your Niche as a Market Leader . you get exclusive access to the complete Market Leadership mindmap and video footage from the live event. valued at $97.com/Its-That-easy 275 .
LinkedIn. Online Reputation Management involves a constant monitoring across multiple online platforms of your organization or personal brand. may be something that was built offline over decades. video and photo sites (Instagram. depending on the company. and Google+. Bing. Your company’s online reputation is akin to your personal credit report. Delicious. etc. used to shape opinions and belief systems. but can be destroyed in minutes via online platforms. blogging sites (Twitter.” .). The brand. conscience and identity all rolled into one.). bookmarking (Digg. and YouTube). Reddit. PhotoBucket. social media networks (Facebook. Think of it as an online cousin of public relations.It’s That Easy: Online Marketing 3. Canadian-American businesswoman (1884-1966) Online Reputation Management (ORM). is a fairly new subset of Reputation Management.0 C H A P T E R S EV E N T E E N Online Reputation Management: Truth or Consequences BY A L L E N J O R DA N What Is Online Reputation Management? “Repetition makes reputation and reputation makes customers. RSS feeds. also known as Internet Reputation Management. These platforms include: search engines (Google.Elizabeth Arden. and Yahoo!). Blogger) and 276 .
Many businesses are more concerned about their search engine placement because they are focused on revenue growth and ignore taking action about results that are negative. and the nonsensical. innuendo and opinions have diluted its original mission. Unfortunately. but truth-based. the factual. There are thousands of places where content about you or your company can be freely posted and openly viewed. By design. businesses have discovered the importance of online reputation management. these places are not always policed or validated.designed to be the most reliable computer ever made. especially if a reputation issue goes viral. incapable of making mistakes or distorting information. borderline defamatory and somewhat punitive. any attempts to rectify the online reputation will prove futile and expensive. Online reputation management’s goal is to mitigate the damages caused by negative Internet content that is highly displayed in search engine result pages. gossip. An analogy can be drawn between the science fiction world found in Stanley Kubrick’s film masterpiece “2001: A Space Odyssey” and its familiar centric character the “HAL 9000” . With so much emphasis placed in the online arena. the core issue should be resolved before any online reputation management exercises are undertaken. It is imperative that online reputation management practices are utilized proactively as much as possible.Online Reputation Management: Truth or Consequences . etc. The Internet is a vast collection of content.). neither HAL nor the Internet has proven to work as designed. Unfortunately. An important element to emphasize is that. Protecting your online reputation is a critical tool for every business regardless of the industry. if the reputation item is negative.Allen Jordan customer review sites (Angie’s List. This task can prove to be somewhat daunting because of the never ending amount of Internet content that can be generated daily. Yelp. we have lost our ability to control the true growth of the Internet. 277 . however. Otherwise. Only recently. its use was intended to share knowledge.
the internet is truly the last “frontier” and little control exists to maintain (Internet) law and order. You can be a hero or a villain depending on the content collected from any number of factual. Online reputation management should be a concern of any enterprise that seeks growth. The 2010 Social Shopping Study by PowerReviews found that 57% of shoppers trust customer reviews as a research source along with other corroborating information. It is as important as sales. unknown or anonymous sources. Online content can easily damage your company’s revenue and growth potential or on a personal basis. people believe what is found on the Internet. English clergyman (1574-1656) In simple terms. Search engines are not designed to separate truth from lies or parse fact from fiction. your online reputation is based on the totality of whatever can be found on the Internet. financials. Just like inventory is tracked from raw material to finished product to customer sale.” - Joseph Hall. product development and customer service.0 The bottom line is that online reputation management should become a core business practice because its absence has the potential to devalue your overall brand.It’s That Easy: Online Marketing 3. 278 . every company should be vigilant about their online reputation. Like the United States’ Wild West or the Australian Outback of the 1800s. Whether you like it or not. For this reason. continuity and cares how they appear to the public. but the world will always keep their eyes on the spot where the crack was. This is a scary fact considering that search engines have become our online tool of choice for information with over 10 million online searches occurring daily. you should know what is being said about you on the Internet. it can close the door to employment opportunities. Understanding Your Online Reputation “A reputation once broken may possibly be repaired. with over 20 million websites and growing about 10% annually. profitability.
testimonials and feedback will act as an early warning system regarding brand or product and/or service issues. discover and address any issues before they have the opportunity to adversely affect your company. That is. search. In fact. if a result (purchase) meets anticipated requirement. The actions that are taken will dictate the direction of the “online tide” that carries the content to the next person’s eyes. When dealing with negative online content. the purchaser is less likely to write a comment than if the experience was extremely negative or extremely positive. A consistent company image can be maintained by correcting any actual discrepancies. a consistent company image and increased brand name awareness. it doesn’t have an expiration date. I warn you to not ignore any online reputation issues because they will eventually harm your company 279 .Online Reputation Management: Truth or Consequences . Those statistics almost singularly demonstrates the importance of Online Reputation Management. it has been reported that the negative to positive ratio varies from 4:1 to 30:1. recent studies have found. since refreshed content has tendency to rank higher in search engine results. delays in product launches due to inadvertent disclosures. Brand-name awareness can be benefited by simply addressing the first two items. If nothing negative can be found. Keep in mind that online content is timeless and unlike milk. the most salient point to understand is that the Internet is by no means erasable.Allen Jordan Risk from lack of online reputation management and its resulting negative online publicity can inspire customer boycotts. any online reputation issue can be managed and contained. It is best to take a proactive (offensive) approach with online reputation management. move on to correcting minor content inconsistencies like addresses. The intrinsic benefits of adopting Online Reputation Management for your organization are improved customer service. That is. From the customer service standpoint. loss of partnership opportunities and decrease in employee morale. phone numbers and key personnel listings. and impacts their belief system and therefore the impression of your company or personal brand. reviews. Most cases of online comments are based on an extreme result. At best.
Egypt. Left alone.It’s That Easy: Online Marketing 3. It is a global company. lubricants and petrochemicals products. unaddressed issues will shutter the doors of your business as quickly as any financial or product misstep. Case 1. Russia. the United Kingdom.” . Trinidad and Tobago. when dealing with online reputation management. Canada. Azerbaijan. marketing and trading of oil. storage. one that is in the corporate world and the other in the world of politics that also depicts a personal online reputation management issue. the United Kingdom and the United States. CLASSIFICATION: Corporate 280 . Norway. English author (1868-1942) Following are a few case studies that will further illustrate the importance of online reputation management by giving real-life examples. PROFILE: BP PLC. Its worldwide activities span locations in Asia. BP PLC (BP) is a provider of fuel.400. South America. a market capitalization of over $134 Billion (USD) and annual sales revenue in excess of $376 Billion (USD). ignorance is NOT bliss. These case study examples will come from two different areas. Australasia. Angola. Cases Studies: Adventures in Online Reputation Management “A reputation for a thousand years may depend upon the conduct of a single moment. North Africa. In short. energy. BP was founded in 1889 and is headquartered in London. involved with exploration.Ernest Bramah. The company has a worldwide employee base of approximately 83.0 (or you). natural gas and natural gas liquids. production. Middle East.
2010. extensive criticism about the oil spill was immediately posted to BP social media sites (Facebook and Twitter). 52 miles (84km) south-east off the coast of the state of Louisiana (United States) resulted in injury to approximately seventeen (17) and the death of eleven (11) workers. “top kill. it was reported that. and long term damages remain unknown.Allen Jordan CAUSATION ACTIONS: On April 20. Top internet search terms such as “oil spill”. 2010. an oil spill occurred that caused extensive damage to marine and wildlife habitats and to the economy (fishing and tourism) of the United States Gulf region. As a result of the explosion. a drilling rig in the Gulf of Mexico. It realized that its reputation was being adversely affected via online communications and moved quickly to manage the growing tide of Internet postings (content and video) and online media coverage.” and “Gulf of Mexico”. The result . REMEDIATION ACTIONS: Initially.Online Reputation Management: Truth or Consequences . Immediate damage estimates have exceeded over $10 billion dollars (USD). The result became the worst environmental disaster in US history. which stated they had no warning of trouble ahead of the blast. an explosion aboard the Deepwater Horizon. BP took an immediate offensive approach in response to the negative feedback in an attempt to guard its reputation by launching an extensive and expensive paid per click search engine marketing campaign. For example. BP followed the normal course of action for offline reputation management using press conferences and press releases as its vehicle of communication. were purchased from Google and Yahoo!. on average. “leak”.400 m3/d) escaped from the damaged oil well before it was finally capped on July 15. 53. “Deepwater Horizon”.when someone would search for those terms 281 . Transocean. Work was being performed by a BP sub-contractor.000 barrels of oil per day (8. In the final estimate.
“We would have been walking away not only from our past. according to the Wall Street Journal in April 2012. but from a key component of our future. a BP executive stated they will increase the number of drilling rigs in the Gulf of Mexico by the end of 2012. reporting oil on the beach and signing up to volunteer. however. we concluded it would be wrong to walk away. a “sponsored link” to BP’s official page appeared. OUTCOME: BP spent billions as a result of the oil spill. however.6 million in June 2010. displaying topics like “learn more about how BP is helping.” BP did not hide the fact that they were controlling search results through its multiple purchases of the most common search terms used for oil spill information seekers. “We have bought search terms on search engines like Google to make it easier for people to find out more about our efforts in the Gulf and make it easier for people to find key links to information on filing claims. with an investment of $3.000 (USD) a day.” The amount BP spent on this approach may never be fully disclosed. This was a dramatic increase over its previous average spending of $57.” BP Executive Vice President Bernard Looney said in a presentation at the Offshore Technology Conference. “After much soul-searching in the fall of 2010.0 via search engines. Toby Odone.” 282 . online marketing industry experts estimate that BP paid in excess of $10. told ABC News. a report in Advertising Age cites an internal document obtained from Google that ranks BP among the top monthly spenders on Google Adwords.000 a month on Google sponsored results.It’s That Easy: Online Marketing 3. The company discussed exiting the region. Emphasizing its expenditures. BP spokesman. It plans to spend approximately $4 billion dollars annually in the upcoming years.
2 Billion (USD) in 2009. BP still faces possible criminal charges. Senate re-election campaign and also had designs on the United States presidency but unsuccessfully participated in the Republican Party primaries in 2012. As a legislator. then as a United States senator representing the state of Pennsylvania for two terms from 1995 to 2007.2 Billion (USD) from $52.Allen Jordan In conclusion. first in the House of Representatives from 1991 to 1995. He is a devout Roman Catholic. However. Rick Santorum is a member of the Republican Party and served in the United States Congress. Case 2. raised in West Virginia and Pennsylvania.S. the firm recovered by 2011 with $65. as a result of the oil spill. his parents are of Italian and Irish decent and he holds a graduate degree in business and is also a practicing attorney. Mr. Santorum is considered a social conservative with strong views opposing same-sex marriage. CLASSIFICATION: Personal 283 .7 Billion (USD).Online Reputation Management: Truth or Consequences . He was defeated in his 2006 U. BP’s efforts in online marketing was successful. immigration and reproductive rights. billions of dollars in pollution fines and have open claims from those that have rejected settlements from the company sponsored $20 billion claims fund. PROFILE: RICK SANTORUM Richard “Rick” Santorum is most notably known as a United States politician that in 2012 had aspirations to become the next President of the United States. although its gross profit in 2010 dropped to $16. Santorum was born in Virginia.
SpreadingSantorum. REMEDIATION ACTIONS: Allegedly parties and Santorum’s Camp have requested relief from the search engines companies. so his statement on the “definition of marriage” and references to “man on child. His viewpoints became the igniter for an online battle that has seen his name become a sexual neologism. The winning submission was a vulgar reference to anal sex which is prominently displayed on the website. due to the overall viral effect of the 284 . it is very important that people can follow your daily activities. a reputation management nightmare. At the time he was a US Senator.It’s That Easy: Online Marketing 3. understand your political viewpoints and contribute funding. took offense to his statements and deplored his readership via a contest to submit suggestions for new slang term that would haunt Senator Santorum and hurt his electability. the website amazingly surpassed his official political website.0 CAUSATION ACTIONS: Rick Santorum’s online reputation management issue stems from his conservative viewpoint regarding gay rights. The prominence of negative Santorum references has proven to be a more than just a nuisance to Rick Santorum’s electoral efforts. man on dog or whatever the case may be”. However. incited true public outrage and led to an Internet battle of words. One can imagine the embarrassment of the online viral acceptability of the negative connotations for Santorum. The website through the viral nature of the Internet was linked to by thousands of Internet bloggers and other nonmainstream content and to Santorum’s chagrin.com. RickSantorum. The battle started in 2003 when he compared homosexuality to bestiality and paedophilia. that Savage created as a protest against Santorum’s views about homosexuality.com. In the world of politics. A syndicated columnist and gay rights advocate Dan Savage. and has maintained a top position in Google search engine results for years when you search for the term “Santorum”.
any actions by the search engines would be considered censorship.” . with due diligence. The war between Savage and Santorum remains ongoing with no end in sight. The only question is will it occur with the speed necessary to facilitate his political ambitions. the start of when people first observed a vulgar reference for anal sex as a top search engine result when searching for Santorum. which will counteract many of the negative connotations. Protecting/monitoring Management Your Online Reputation “It takes 20 years to build a reputation and five minutes to ruin it. Although the core tasks may at first appear simple. there has only been some temporary relief in the positioning atop the search engines for Rick Santorum. you’ll do things differently.Allen Jordan term and connection to a public figure. the underlying tasks are more complicated and very tedious and must be completed in sequence to have a cogent effect. If you think about that.Online Reputation Management: Truth or Consequences .Warren Buffet. 285 . However. vast amounts of online content will be organically generated. Some people speculate that the Santorum references contributed to his 2006 senatorial and 2012 presidential election failures. the desired online reputation is possible. that is generating constant new content. OUTCOME: Since 2003. American Businessman (1930-) There a few basic measures in the Online Reputation Management process that can be undertaken if an issue surfaces. The only recourse available to Santorum was buying paid search results and generating additional online content which hopefully would have viral appeal. Since Santorum is a public figure.
Address The Issue In most cases. This is paramount in determining the correct mixture of offensive or defensive.It’s That Easy: Online Marketing 3. damaging content originated from an offline activity. Make amends and move on. not readily known. issues can be determined via the use of basic tools like search engines’ results and alerts. subtle or disruptive. 286 . The conclusions drawn from this discovery phase must be triaged prior to addressing them. because there is a reduced chance of them being viewed. the caustic underlying issue must be addressed and rectified. Maybe your customer service was bad. Keep in mind that there are some items that you can “live with” and other items that are deep in the search engine results . Evaluate whether the damaging online content is isolated (from a singular source) or widespread. Establish a baseline by listing known issues first. your offered services (with and without company name).0 Analysis Of The Issue A key starting point is to examine the scope of the reputation issue and determine which strategic approach should be taken. select the ones that “jump out at you”. If it is an employee based customer service issue. top management team names. provide additional training or apply extreme measures by replacing the offending employee(s). otherwise negative online content will constantly reoccur for the same item. you produced a defective product.page seven or higher – are of lower criticality. Basic searches should include your company. If it is an operational issue. a simple misunderstanding is the root of the issue. correct the process. Whatever the case. Next. methodologies to insure the effectiveness of the online reputation exercise. categorize the issues into two to three groups based on level of severity. etc. Additional. your products (include model numbers). performed an unacceptable service or if you are lucky. recent news items about your company.
displaying it accordingly in the search engine results pages. which is completely opposite to your desired outcome. This approach is often taken when dealing with bloggers because they typically are not anonymous or at minimum. Another potential action worth mentioning is to avoid making a common mistake regarding online comments.Allen Jordan If it is a defective product. Search engines have complicated algorithms that evaluate the content’s value and rank it. However. Committing to emend the issue will show integrity and increase customer trust levels. Secondly. Most reactions to negative comments appear as emotional retorts to the original poster’s honest feedback since a high percentage of people believe reviews (especially negative ones) and will have two counterproductive effects. Search engine results pages can only be influenced by one thing . Influence The Search Engine After taking corrective actions with the cardinal reputation issue. Although this exercise in content control is basic. issue a press release stating your actions. the exchange will keep the comments being viewed as “fresh” content within the search engines giving it higher ranking. do not engage in a vacillating comment exchange. recall it. where warranted. it is very laborious and time consuming since the positive 287 . you risk appearing as overly defensive and risk being perceived as a “cyber-bully”. If you have a limited amount of online reputation issues. this only works if you have addressed the underlying issue and be prepared for a “mea culpa” admission. the next step in the process is an exercise which goal is an attempt at “cleansing” the search engine results. removal of the negative content. reachable by email. replace it or offer customer refunds immediately. you can request from the author.content. The public relations action will prove to be valuable and positive reputational capital in both the offline and online world (hint: more positive content). First. Also.Online Reputation Management: Truth or Consequences . You will find that positive communication with the offended party generally can correct most issues.
it will establish a baseline. One. distribute and promote the content before any visible changes occur in the search results. most search engine optimization techniques will not provide immediate overnight results but will take several weeks. The next step is utilizing search engine optimization techniques to connect. if not. RSS feeds and social media aggregators. the best tools to use are the search engines to assess if your efforts are successful. persistent online content monitoring will alert you to new issues.It’s That Easy: Online Marketing 3. thereby understanding “where you are”. you must immediately incorporate online monitoring procedures. Patience is necessary. The purpose is threefold. trying to speed the outcome may actually have a reverse effect by getting your positive content banned. basic monitoring of your reputation is achievable using available free tools such as Google Alerts. you will be alerted to any current state content changes or additions that could have been easily overlooked. This is essential because you will obtain an understanding of the upcoming challenge. Online Monitoring As part of the analysis processes.0 content must be identified and sometimes newly developed and existing content manipulated. The sole purpose of employing a search engine optimization campaign is to use positive content to push the negative content lower in the search engine results hierarchy. Be warned. Although this may seem overwhelming. Allow the search engines time to process the fresh content and slowly but surely. the desired outcome should occur. Two. Finally. A quick success criterion is if the negative content does not appear within the first three pages of the search engine results (usually the 288 . Yahoo Alerts. At the end of the day. which could be isolated and rectified in a timely manner therefore limiting potential exposure. months to come to fruition. serving as an early warning system.
Therefore. the majority of negative comments are related to customer service issues that can be easily repaired if addressed swiftly. find a way to make it a business practice. Negative online comments will counteract your attempts at increasing your customer base. Traditionally. comments and testimonials will go a lot further in gaining and keeping customers than any other aspect of online marketing. hosting malicious blogs. Summary Online reputation management should be considered an intricate part of your overall online marketing strategy.Allen Jordan first thirty).Online Reputation Management: Truth or Consequences . Keep in mind that perception is reality when it comes to reputation management. comments. in some cases. That is important since 99% of search engine users do not go past that number. Legal Action There is limited legal recourse for online content. This makes it extremely difficult to remove content that you may deem negative or offensive. do not be afraid to solicit online comments from your customers. a consultation with an attorney should occur. legal action may be warranted. However. voting (likes/don’t like/thumbs-up/thumbs-down) and testimonials. In the United States. Allen Jordan 289 . where the content is considered slanderous and malicious. Do not focus solely on normal marketing activities and ignore potential online reputation issues. Having positive imagery displayed for your online reputation from reviews. Also. in fact. reviews. since it is considered “free speech”. the federal Communications Decency Act even provides immunity for online publishers which includes websites and web service providers against lawsuits for publishing third-party content.
Professional Internet Marketing and is a Certified Ethical Hacker. New York Times and New Jersey Star-Ledger. his technology background was in IP based design used in ATMs and loan transactional systems.0 ABOUT THE AUTHOR Allen Jordan As an innovative. Allen holds an MBA from New York Institute of Technology in Information Technology. Social Marketing.com/itsthateasy 290 . results-orientated marketing technology expert with more than twenty-five years of proven experience in providing solutions to business problems. Allen has worked directly for several notable customer products.A. Special Offer: As a special offer for the readers of this book. Reputation Management. Sony and UBS among others. eMarketing. Gartner Group. financial services and consulting companies such as Union Carbide. Since the early 90’s he has been exclusively involved in Internet and Intranet design focusing on marketing and content management systems.It’s That Easy: Online Marketing 3. Allen Jordan has been instrumental in creating and managing search marketing and online reputation management strategies for clients wishing to increase their revenues. To register for this offer and to get additional details. He has consulted at AT&T. His Internet expertise has led to interviews by multiple media outlets such as CNET. online traffic and maintain a positive brand image. Prior to that. MSNBC. has a Master Certificate in Internet Marketing from University of San Francisco and additional certifications in Search Engine Optimization. FarpointAlliance. attended the Executive M. program at Columbia University. which possess one of the world’s largest marketing databases. you get a $100 voucher towards online reputation management services. Beneficial Financial. visit: www.B.
Sanjay Sarathy CHAP TER EIGHTEEN How to Grow Your Online Revenue Without Compromise B Y S A N J AY S A R A T H Y In 2012. The digital explosion is spawning a whole slew of new business models from freemium to microtransactions. Companies who market and sell digital content have become adept at measuring their effectiveness in many ways. Based on my experience running online services or providing software infrastructure for these types of businesses. and the customer acquisition cost (CAC) ratio are becoming both well known and frequently used. Metrics like average customer lifetime value (ACLV). 291 . however. monthly recurring revenue (MRR). Still often overlooked. are the subtle revenue levers that can separate the excellent performers from the “merely good. understanding where you can pick up an extra half percentage point each month will lead to annualized double-digit gains in revenue. like so many digital companies now do.” In a business that depends on recurring revenue. sales of streaming music will overtake that of compact disks and other physical media.How to Grow Your Online Revenue Without Compromise . This trend is sweeping across all markets and everything that can be digitized will be over time. I’d like to share some insights that every online business should consider as part of its overall growth strategy.
based on the following: • Where are your web visitors coming from/originating? Can your offer page be priced in Euros automatically if your visitor is from Germany? 292 . aligned to your strategic priorities. Your own customer data provides you with the essential information to form the basis of the subscriber worthiness “score”: • Who are your customers? You can segment by size and type of customer: small-medium businesses (SMB) vs.0 Prioritize Your Sales Targets By “Subscriber Worthiness” Most online businesses instinctively understand the 80/20 revenue rule: 80% of their revenue is driven by 20% of their overall customer base. too few businesses with recurring revenues provide their sales and marketing teams with insights that enable them to appropriately prioritize their efforts. However. Understanding the concept of subscriber worthiness can help you overcome these issues. How valuable is each segment – specifically. Provide Dynamic Offer Management Capabilities We’ve mentioned before that not all customers are alike or have the same propensity to pay. Enterprise vs. your sales and marketing teams can apply this to their outbound efforts.It’s That Easy: Online Marketing 3. what is their average customer lifetime value? What is the support or credit card chargeback burden for that customer? • • Once you’ve gathered this data and have determined the appropriate “score” for each customer. If you provide pricing and packaging online. End-User. you can present dynamic offers to people visiting your service.
293 . Automatic Clearing Houses (ACH) and even PayPal.How to Grow Your Online Revenue Without Compromise . especially in subscription or recurring billing environments.Sanjay Sarathy • What campaigns drove an individual customer interaction? If you know Google Ads conversions typically result in longerterm customer lives. direct benefit of accepting automatic payments versus relying exclusively on invoices is radically reducing your Days Sales Outstanding (DSO). An immediate. This ‘consumerization of the enterprise’ allows individuals to purchase services for themselves. leading to greater conversions. without going through a centralized purchasing department. how do you reflect that in your offer pages (bundled offers are a good idea) relative to offer pages provided to people who don’t come from valuable campaigns (think about discounted offers)? Dynamic offer management gives online businesses the ability to personalize offers to each customer segment. thereby improving your cash flow. their work group or even the company as a whole. revenue and longer-term customer lives. Measure Customer Usage To Influence Pricing And Packaging How your customers use your online service is a critical input into the decisions you make about your pricing and packaging. These automatic payment methods span credit and debit cards. at individual price points far less than their on-premise counterparts. implement and consume services. A critical implication of this trend is the need for you to ensure that people can pay online for your service with automatic payments. Your pricing model may be usage-based. Benefit From The Consumerization Of The Enterprise One of the many benefits of increased digital consumption is the ease with which companies can purchase. in which case you have a built-in testing framework to determine whether that pricing is appropriate.
most companies focus their customer acquisition efforts around optimizing the conversion rate. especially if they offer a free trial or provide a freemium offering. • • • Are your heaviest users underpaying or overpaying relative to your infrequent users? Do you provide your heaviest users with cross-sell/up-sell opportunities more frequently than your light users? Is your support team empowered to engage in sales activities based on customer interaction? Manage Your Upgrade Segmentation Pricing and packaging are not just relevant during the initial acquisition process. it’s unwise to pitch upgrades to customers who have previously churned. A company finds that webinars drive the highest conversion rates. For example. Once you segment your customer cohorts by customer life and marketing campaign. They then rate their various marketing campaigns and activities around that metric. you should focus your business activities around crafting long-term customer lives. How you pitch the segmentation and when you decide to pitch them are both important. but also when the customer is actively using your service. so it pours more money into developing webinars. Link Customer Acquisition Activities to Long-Term Customer Lives If you are a digital business built around recurring revenues. measuring usage and engagement is a great way to validate your pricing models. for example. 294 .It’s That Easy: Online Marketing 3. A more relevant metric comes from understanding which marketing activities lead to the longest customer lives. not just conversion rates. but you should present them to customers who are already beyond your ACLV. However.0 Independent of your business model. you can then optimize for those acquisition activities that drive the biggest gains in overall revenue.
the goal of every digital business. Conclusion Here we’ve covered a few of the most critical areas of customer acquisition and retention. How you manage these involuntary failures can be worth potentially millions in additional revenue to your business. While no company will take advantage of each and every retention lever we’ve talked about. there is plenty of “hidden” revenue to be gleaned from implementing even a few of them.Sanjay Sarathy Improve Subscriber Retention No matter how sophisticated you believe your internal billing system is. But in our experience. This will in turn drive long-term customer lives and greater loyalty. Your subscriber’s payment can fail for any number of reasons – from failures in the card association network. Every time.How to Grow Your Online Revenue Without Compromise . too few businesses understand the payment networks well enough to optimize this retention on an on-going basis. to your subscriber being temporarily over his/her credit limit. Sanjay Sarathy 295 . Good luck in your journey. even though many of these customers want to remain subscribers. your customer data will inform your marketing and sales tactics. your digital business faces 10-13% churn of your customers every month.
It’s That Easy: Online Marketing 3.0 ABOUT THE AUTHOR Sanjay Sarathy Sanjay Sarathy has over 15 years of marketing experience in the software industry. To download your free copy valued at $47.html 296 . With clients including LeapFrog. ultimately heading the Sun Developer Network. Berkeley. Mind Candy and Vimeo. com/itsthateasy. Sanjay has seen how new platforms allow digital publishers of all stripes to take advantage of this lucrative global market. Sanjay joined Sun Microsystems in 1998 when they acquired NetDynamics. Just prior to joining Vindicia. a leading provider of SaaS marketing and billing solutions for digital merchants. go to: http://info. Special Offer: A brand new white paper that discusses specific examples of how digital companies of all types increased customer acquisition and customer retention through key changes in their online activities. and held key marketing leadership positions over 6 years. He holds a degree in Quantitative Economics from Stanford University and an MBA from the University of California. He currently is Senior Vice President of Marketing at Vindicia. Sanjay was CEO at Above All Software.Vindicia. A seasoned online marketing strategist. Sanjay began his career at application server pioneer NetDynamics.
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