Do It! Marketing Blog: Marketing for Smart People™

Marketing coach: What really works in online marketing

marketing coach David Newman online marketing secretsA colleague recently said to me, “No one has found the top secret formula for successful online marketing yet.”

I disagree. A number of companies know exactly what works and are making small fortunes with it.

The primary concept is that online marketing works best when you e‐mail to people who ALREADY know you. Therefore, successful online marketers build their “house file” or “e‐list” (lists of prospects and their e‐mail addresses) using the process outlined below, and then sell to those people via e‐mail marketing:

1. Build a Website that positions you or your organization as an expert, guru, or leader in your field or industry. This is the “base of operations” for your online marketing campaign.

2. Your Website should include a home page, an “About the Company” page and a page with brief descriptions of your products and services (each product or service description can link to a longer document on the individual item).

3. You should also have an “Articles Page” where you post articles your company has published on your industry or area of specialty, and where visitors can read and download these articles for free (e.g., a home improvement contractor would have tips for small do‐it‐yourself home improvement projects).

4. Write a short special report or white paper relating to the problem your product or service addresses, and make this available to people who visit your site. They can download it for free, but in exchange, they have to register and give you their e‐mail address (and any other information you want to capture).

5. Consider also offering a monthly online newsletter, or “e‐zine.” People who visit your site can subscribe free if they register and give you their e‐mail address. You may want to give the visitor the option of checking a box that reads: “I give you and other companies you select permission to send me e‐mail about products, services, news, and offers that may be of interest to me.”

6. The more “content” (useful information) on your site, the better. More people will be attracted to your site, and they will spend more time on it. They will also tell others about your site.

7. The model is to drive traffic to your site where you get them to sign up for either your free report or free e‐zine. Once they register, you have their e‐ mail address and can now market to them via e‐mail as often as you like at no extra cost.

8. The bulk of your online leads, sales, and profits will come from repeat e‐ mail marketing to this “house” e‐list of prospects. Therefore, your goal is to build a large e‐list of qualified prospects as quickly and inexpensively as you can.

9. There are a number of online marketing options, which can drive traffic to your site, that I can help you with. These include free publicity; e‐mail marketing; social media advertising; search engine optimization; direct mail; and e‐zine advertising.

10. The key to success is to try many different tactics in small and inexpensive tests, throw out the ones that do not work, and do more of the ones that are effective.

Need a great marketing speaker for your next association conference, company meeting, or franchisee/dealer event? Marketing speaker David Newman delivers the goods - over 600 presentations since 1992. David's clients include 44 of the Fortune 500 and countless small and mid-size organizations, associations, and non-profits.

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing for coaches, web marketing, professional services marketing, small business coach, motivational speaker, motivational speaker marketing, small business marketing, small business marketing speaker, marketing tips, inbound marketing, internet

Marketing Speaker Tip: The Magic of Ready, Fire, Aim

As a marketing speaker marketing coach ready fire aimmarketing speaker and marketing coach to other professional speakers, CEOs, and business owners - and certainly from my own experience - I can safely say that too often, we get caught up in trying to get everything just perfect.

While you are working on “perfect,” someone else with “just okay” is raking in all the money. 

Face it - Reading the next book, attending the next seminar, or trying the latest software alone will do nothing for you. This is the classic "Ready, Aim, Aim, and Aim" syndrome. Always aiming and never pulling the trigger.

The key lies in taking action. I would like to invite you to try a technique suggested by my colleague Michael Masterson—the Ready, Fire, Aim technique. Do something; even if it is wrong, go ahead take the shot -- screw up.

At the very least, you are moving in the right direction.Fellow speaker and prosperity guru Joe Vitale says, “Money loves speed” those who take the swiftest action make the most amount of money.

Go ahead -- DO IT, and once you're moving, then worry about making it perfect.

Let's take the specific context of internet marketing as an example. And we'll start with your e-zine or blog...

In its simplest form an e‐zine or blog is all about information. Give your reader the information he wants to read about, and he will reward you with his trust and eventually his money.

There are five phases for any Internet marketing entrepreneur. In phase one, you read and study Internet marketing, go to conferences, devour e‐books and courses. At this stage, you are thinking about internet marketing all the time, yet you are not actually in it yet—not actually doing it. You don’t have a list, product, or the infrastructure in place to do business online.

In phase two, you dip your toe in the water—developing a product and making a few sales. The income is not significant. Except now, the idea of making money online is no longer merely a dream, an idea in your head. It’s reality. Making your first few sales will energize you and propel you forward to phase three.

In phase three, you develop more products, build your e‐zine subscriber list, and start making a significant spare‐time income online. Maybe it’s a thousand dollars a month in sales. Maybe it’s a thousand dollars a week. It’s not enough to live on, yet. But the extra money allows you to buy nicer things and become more financially secure.

In phase four, you reach a point where your Internet business makes enough money for you to live on—enough for you to quit your job and leave the rat race behind forever. For some people, this might be $2,000 to $3,000 a week in net online revenues.

In phase five, you double or triple the size of your list, add more products make more deals, and start making hundreds of thousands of dollars a year, or even a million dollars or more. You become an Internet millionaire.

The problem is that the large majority of people who explore Internet marketing never get past phase one. They get addicted to reading “make money on the Internet” materials and attending conferences and tele‐seminars on the subject. But they never actually do something.

No matter what the marketing strategy, tactic, or business development effort - get going with baby step... RIGHT NOW.

You want an inbound link back to your blog or website? Great - leave a comment below with your reactions to the "Ready, Fire, Aim" technique - and you'll have DONE something to build your business. Do it!!!

Tags: marketing speaker, marketing success, web marketing, small business marketing expert, small business coach, professional speaker, professional speaker marketing, marketing coach, small business marketing, small business marketing speaker, marketing tip, internet, internet marketing

Marketing Speaker - 10 Ways To Drive Away Your Visitors!

This just came across my desk from web marketing speaker  Steve Weber and his excellent newsletter. Great points below...

Are you are getting visitors, but Google Analytics are telling you that they are there one minute and gone the next? Getting traffic is only half the battle. Next you must convert them!

Here are some great ways to drive visitors AWAY!

1. Lose their trust right off by not having easy contact

2. Offer so many choices to your customer they simply get
overloaded and leave.

3. Make a visitor click 18 times (well, 3 or 4 anyway) to get to the meat of what you are offering.

4. Have a great freebie to offer and require them to fill out more information than necessary... (their first name and email address is probably enough).

5. Create a really unique navigation system which no one has ever seen before. Have them figure out how to use your new whiz bang system.

6. Have a whole paragraph of instruction on how to perform a simple ordering!

7. Go ahead and put some links on the page to some of your favorite sites so they will have a good excuse to click off your site. Who knows, they might want to check the weather while they are on your site!

8. Put several thousand words of text on your home page.

9. You have a great site about fixing computers and you can't wait to show a picture of your new puppy on the home page. Go ahead and put the picture on your computer site's home page along with a description of how smart the puppy is!

10. Create as many blinking gifs as possible and paste them all over the page to really make it stand out. While you are at it, use something like red font on a black background. Doesn't that look cool!

Don't let yourself go down these wrong design roads. Keep your site simple and focused!

Check at my radio show for more Internet Marketing Dos and Don'ts:

Happy Internet Marketing to You!

Steve Weber

Tags: marketing speaker, web marketing, website design, marketing coach, internet