Archive for the 'Long Tail Niche Marketing' Category

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Prevention is such a hard sell…

It’s hard to get an important PREVENTION message across… The anti-smoking lobby struggles with it. One of our gym owner/client finds it hard to help people prevent the onset of type II Diabetes and I want to protect small business owners from being fleeced by unscrupulous Internet Marketing spuikers, web design companies and now “Social Media Consultants”…

It’s hard to get the message across
without being heavy-handed or sensationalistic

Brendan Rigby of Inspire Fitness and Wellbeing in Melbourne tells me that someone who’s overweight, drinks too much alcohol, smokes and doesn’t exercise is a prime target for Type II Diabetes, but even if all the red flags are there, everyone but the ‘patient’ sees them.

I feel it’s the same thing with the Internet. I see or hear about small business owners  getting fleeced, taken advantage of and otherwise ‘robbed’ by Internet Marketing Spruikers who pitch miracle solutions from stage with manipulative tactics at the get-rich-quick opportunists that many would argue “get what they deserve”.

But isn’t that the same for the smokers or obese, soon-to-be diabetics?

The challenge we all have is how do we get the message across without being fear mongerers and using heavy-handed tactics like the video below?

I can remember meeting a smoker amputee who lost BOTH her legs (above the knee) due to smoking. She was still smoking with the impeding threat of double-arm amputation, which is when she claimed she would “try to quit”. I was in my early twenties at the time, she was in her 40′s. I doubt she made it to her 50th birthday. I am still shocked almost 30 years later recalling that conversation.

There are some people that can’t and don’t want to be helped or saved

But there are those who, given a fair chance,
want to be forewarned – especially if the alternative is better

Leveraging the Internet does not have to be scary, intimidating or costly. In fact, the world has changed to make technology and access ubiquitous via increasingly easier and cheaper tools.

But the bottom line is – there is no point in discussing any of them – UNLESS YOU’RE OPEN to the possibilities.

If you are open to consider alternatives to expensive web designers and social media consultants, we’re staging an eye-opening workshop in Sydney and Melbourne in April.

It comes with a 100% Money-Back Guarantee that simply states that if after the 4-hour DIY Masterclass you didn’t get enough ideas, tips and tools to make or save you at least a multiple of the workshop fee, we’ll refund you the full registration fee – NO QUESTIONS ASKED.

Why? Because we don’t offer Internet web design and Social Media Consulting services – we and our clients don’t like them any more than you do.

AND BELIEVE IT OR NOT, you can grow your business leveraging the Internet doing it yourself AT A FRACTION OF THE COST OF THE SO-CALLED EXPERTS… AND GET BETTER RESULTS !!!

Come find out how at our next workshop called “How To Convert Online Browsers Into Buyers“.

How To Sell More On The Internet

We’re staging an ENCORE presentation of our very popular Business Blogging For Sales Lead Generation Workshop in Sydney next week Wednesday 27 March 2012 and in April we’re following that up with a 4 hour DIY Internet Masterclass called How To Convert Your Online Browsers To Buyers in both Sydney and Melbourne.

Simply put, if you want to get more clients walking in your door or visitors to buy from your website, you have to do things differently.

The short YouTube video below captures one of the key concepts that prevents many businesses from selling more online (and of course offline).

Can you afford NOT to learn this stuff?

Final Status Update

The video below deals with the inevitable electronic archive that survives us… This is an interesting perspective that makes you think beyond the here and now without being morbid.

Long Tail Marketing Delivers Higher Click Through Rates

I’ve blogged about long tail niche marketing before with a YouTube video that has become a classic amongst the exponential marketing community. Just click on the hyperlink to view it.

Even though as a small business, Internet advertising is not something you’re probably engaged in, a recent report by CONTEXTWEB reveals something that I have known all along, albeit anecdotally -

Average click-through rates (CTRs) for ads placed
on long-tail websites are 24% higher than
those placed on short-tail sites.

Long tail versus short tail marketing refers to specialised niches versus broad mass markets respectively. What’s of particular interest is that the MORE specialised and targeted you are with your web strategies, the greater the returns you’ll produce.

Our clients have known this for years – often out-performing their much larger, national competitors with very deep pockets.

Long tail websites—the millions of smaller websites with niche audiences—offer significant ad performance advantages across a wide number of verticals.

Among all 20 categories studied, long tail ads registered increased CTRs over short-tail ads, led by alcohol beverages (50%), B2B (48%) and charities (48%). The lowest long-tail lift observed was for auto advertisers, but still had (12%) better CTRs.

The trade off remains between quantity and quality of the communication. This is something we cover in depth in our Killer Kopywriting Konversations™ workshops as we help our clients design Killer Kampaigns That Konvert Klients™.

As shown below, among 21 publisher categories, 16 categories registered increased CTRs on long tail sites whereas in five content categories, ads on short tail sites underperformed long tail ads.

Data Source: CONTEXTWEB‘s Intelligence Report: Using Long Tail Sites to Optimize Media Spend was published in March 2011. It analysed digital media performance from roughly 18,000 publisher sites across 1,000 campaigns in the second half of 2010.

Facebook Wall Of Shame Infographic

During my recent Business Blogging For Sales Lead Generation event tour in Adelaide, the Gold Coast, Melbourne and Sydney, participants heard a preview of my rant on Privacy Pirates which I’ve been proselytising about for quite some time. Karen Bonanno, a 2011 Exponential Entrepreneur Of The Year Award Winner, sent me the infographic below that I just had to share with you.

I will expand on this in an upcoming Do It Yourself Google Sales Lead Generation For Small Business series of workshops… But in the meantime have a good read of this infographic. You’ll start to get a sense of where I’m coming from and how I am guiding my clients to avoid being victims of the Privacy Pirates.

Facebook Privacy, Personal Privacy Theft, Identity Theft

Google Analytics: Flow Visualisation

Imagine being able to SEE the flow of visitors as they navigate your site – how cool and VALUABLE would that be?!?! Well, Google’s done it again – they are releasing this new functionality in their signature Analytics platform – WOW!

Google Analytics, Flow Visualization, Flow Diagrams

Click on this image to read more about this new release!

Online consumers big on research, not social media

Internet Marketing, Business Coach, Sydney Business CoachIt’s no surprise that selling online has become harder. More and more consumers are researching before they even consider a purchase decision.

Results of the “Social Shopping Study”, conducted by PowerReviews in association with the e-tailing group, indicate that consumers who shop online are on a mission to get thorough information about products and find the best prices before they buy.

About half of the survey respondents spent 75 percent of their overall online shopping time researching products, compared to about one in five just a year ago. That’s a considerable increase.

When it comes to purchases such as computers and televisions, 71 percent of respondents say they spend a few days or more doing online research. Some respondents claim to spend “a few weeks” (18 percent) on research. Almost half of these online shoppers (44 percent) start with a search engine and look for top search results for the products that interest them. That’s a lot of time and effort to save a few dollars…

Amazon gets high scores from consumers as a place for product information, reviews, and price comparisons.

  • Fifty-eight percent of survey respondents say they use reviews and ratings at Amazon as part of their research “all the time” or “very often.”
  • In comparison, just 29 percent say they use Google Shopping to read product reviews, but that’s a good showing for Google’s relatively new service.
  • Sixty-three percent think the reviews and recommendations found at Amazon are “extremely or very credible.”
  • Of those who use their mobile phones for shopping, 36 percent look for competitive pricing on Amazon while they are in a physical store.

One of the more interesting findings is what consumers say about social media.

Facebook and Twitter are not highly regarded when it comes to shopping research.

  • In fact, half (49 percent) of respondents says they “never” use social media to research products they want to purchase online.
  • Only 13 percent say a company Facebook page has a significant impact on their buying behavior, while 59 percent of respondents say it is customer reviews of products that influence them, and 42 percent indicate it is customers asking and answering products about questions that influence them.

The survey respondents were pretty evenly split between male and female, with the predominant age group being 35 – 44 (31 percent), followed by 45 – 54 (26 percent) and 25 – 34 (24 percent). Forty-two percent of the respondents said they shopped online several times a month in the past year.

So what does this mean for your online sales channel approach?

  1. Online shoppers have discovered how to do research prior to purchase, they take it seriously and invest a lot of time and effort into it. If you don’t have sufficient information available for your products and services, you’re probably going to miss out on a lot of sales.
  2. Online retail shoppers seem to rely on Amazon for product reviews and to check prices. Which is important to know if you’re selling a product that is or could be sold on Amazon…
  3. I have been saying this all along… Facebook and Twitter are not a factor in (most) online purchasing decisions. It doesn’t mean it won’t change in the future, just that it’s not your lowest hanging fruit if you’re focused on sales. Sales is a four-step process. Knowing when to engage social media is beyond a free blog post. It’s what I share and teach my clients – sorry!

Business Blogging For Sales Lead Generation

I have an event coming up called Business Blogging For Sales Lead Generation that will reveal how quick, easy and fun strategies can help you improve your Search Engine Optimisation (SEO) and acquire new leads for free by blogging.

Here is an example using an Infographic. Karen Bonanno posted an interesting infographic (shown below) on what happens on the Internet in 60 seconds on her School Management Library Blog.

Along with these amazing stats:

  • Search engine Google serves more that 694,445 queries
  • 6,600+ pictures are uploaded on Flickr
  • 600 videos are uploaded on YouTube videos, amounting to 25+ hours of content
  • 695,000 status updates, 79,364 wall posts and 510,040 comments are published on Social Networking site Facebook
  • 70 New domains are registered
  • 168,000,000+ emails are sent
  • 320 new accounts and 98,000 tweets are generated on Social Networking site Twitter
  • iPhone applications are downloaded more than13,000 times
  • 20,000 new posts are published on Micro-blogging platform tumbler
  • Popular web browser FireFox is downloaded more than 1700 times
  • Popular blogging platform WordPress is downloaded more than 50 times
  • WordPress Plugins aredownloaded more than 125 times
  • 100 accounts are created on professional networking site LinkedIn
  • 40 new Questions are asked on YahooAnswers.com
  • 100+ questions are asked on Answers.com
  • 1 new article is published on Associated Content, the world’s largest source of community-created content
  • 1 new definition is added on UrbanDictionary.com
  • 1,200 new ads are created on Craigslist
  • 370,000+ minutes of voice calls done by Skype users
  • 13,000+ hours of music streaming is done by personalized Internet radio provider Pandora
  • 1,600+ reads are made on Scribd, the largest social reading publishing company

This blog post alone has 6 embedded strategies to help Karen and me attract new sales leads.

If you want to know what they are and how other business owners are leveraging their blogs to generate free sales leads, you’ll have to attend the Business Blogging For Sales Lead Generation event!

Business Blogging In 2011

Even though small businesses in Australia lag in Internet adoption with most small businesses either not having a website established or not having a fully integrated, functional website, in contrast, Australian consumers are quite techno-savvy.

According to recent research, 37% of Australians use smart phones and is predicted to be 50% by the end of 2011. 92% say they use smart phones while consuming other media; 46% while watching TV, 43% while listening to music, 36% while online. A whopping 26% say they have purchased something on their smart phone. Average number of apps is 25, with 8 being purchased. Nearly 50% browse the web every day on their phones.

Nielsen research shows Australians are #1 in usage of social networks

Neilsen reports that Australians spend 7 hours 17 minutes per person each month on social networks and blogs. Australian social media usage was highest for the second year running, out of Nielsen’s Internet-metered markets including: Brazil, France, Germany, Italy, Japan, Spain, Switzerland, U.K., and U.S. This means Australians used social media 25 minutes more per month than the previous year. That’s quite a bit more.

Most small business owners still don’t fully appreciate the value of social networking for business purposes.

A lot of it is due to ignorance (not knowing) and confusion. For example, there’s a common misconception that links last a lot longer on Facebook than Twitter, because the newsfeed moves slower than the stream, but recent research confirmed this is not the case.

The half life of a link (i.e. the time it takes to receive half its total clicks from when it’s first shared) is on average 2.8 hours on Twitter and 3.2 hours on Facebook – not a massive difference, although on YouTube links last considerably longer.

What’s more interesting is that a link pointing to a topical news story – like an earthquake – is likely to have a lot shorter half-life than a link pointing to something oblique (like lolcats).

The graph below illustrates this phenomenon, but once again ignorance (not knowing) can be damaging. The concept of the half life of a link is important if you’re in the news business, but if you’re a business looking to stay in business for years to come, what is important and relevant to you is the value of the individual links established, not the half life.

Link Building, Value of Links, Link Half Life,

Half Life Of Internet Links In Social Media Networks

This is a vitally important concept we will cover at our Business Blogging For Sales Lead Generation event, it’s an exclusive by-invitation-only event that you need to contact us if you want to attend.

Why is a blog important for business?

Blogs are used to establish contact and communication with a business. A website by design is static, whereas a blog and Facebook are interactive, engaging the prospect. More importantly, he/she can read and assess the type of communications others have had with you/the business.

Blog Statistics, Blogging Statistics, Blog Usage Stats, Blog Stats

In this day and age, it’s not a nice-to-have sales and marketing tool, a blog is a must-have sales, marketing and customer support and brand building tool.

Let’s face it, if you’re not blogging, you’re just not serious about sales lead generation.

Browser Usage Poll

I’ve already blogged about Linked In Polls,but since it’s quick, easy and free – it’s worth reminding you to consider polling your clients and asking them questions that your other clients might be interested in. This poll for example is interesting because I am not a user of Google Chrome and didn’t think that many people were using it. Of course this is a VERY small sample, but still surprising. What I really like about the Linked In Polls is their outstanding graphics… Don’t you agree?

Poll Browser Use

Show me the money

I have many clients who ask me how to communicate with kinesthetic people over the Internet. This video, even though a visual cue, puts you right back into the movie which is critical for a touchy feely kinesthetic person. So there you have it, a quick, simple solution. Integrate videos to tap into the SENSORY experience!

This tip is one of many I share with clients as part of my Killer Kopywriting System™. If you’d like to learn more, click on the hyperlink and imagine how much more traffic you’d get to your website or blog and how much better your conversions would be if you knew how to have Killer Konversations™!

Google Instant

Google Instant is not new, but it is having a dramatic influence on how people search….

As you can see when you use Google, the search results change dynamically AS YOU TYPE. The suggestions DO influence what people will type in – this is having a dramatic effect on Google Adwords

Ray Keefe of Successful Endeavours sent this Google Warning article link to me several months ago. I shared this with my clients giving them hints and suggestions, but those are beyond the scope of a blog post.

If you’d like ‘instant’ access to tip and tricks to make sure you avoid mistakes and are kept informed in ‘real time’ – contact us to join one of our many programs.

Google Places

Google has made recent changes that significantly affect your SEO effectiveness. One of them I discussed recently, called Google Previews. Today’s post is regarding Google Places – another attempt by Google to fend off Facebook’s domination by forcing you to put additional information into Google to increase Google’s ranking – not necessarily improve your own SEO results. In fact this complicates the process in a zero sum game. More work, effort and cost for the same or WORST outcome than you previously had.

Contrary to what they want you to believe, Google is in business for themselves and Google Places I am sure you’ll agree is yet another task that you have to undertake to not lose whatever presence you previously had.

As a blog reader and subscriber, I want you to know about these shifts. If you want to know what to do about them, you’ll need to become a client. We have a wide variety of Internet programs and products to choose from. Contact us and we’ll discuss the various available options.

I don’t want to leave you completely in the dark so here is a link that explains the potential negative impact of Google Places. Ray Keefe of Successful Endeavours originally sent it to me.

(Psst! Thanks Ray!)

Japanese Earthquake Radiation: Lessons We Can Learn

Earlier this week, I blogged about how Vaseline and radioactivity are related to make a point – well actually, to illustrate how William Tucker has been able to reduce the fear mongering propaganda of the mass media to simple, easy-to-understand metaphors and analogies that any 5th grader can understand.

Mt Tucker recently added another article to his on-going explanation regarding Infant formula made from Tokyo tap water.

His brilliance is simplifying the otherwise complex into something easy for the layperson to grasp.

One of the key strategies that I will be teaching our elite VIP and Platinum Members this weekend is how to do this systematically.

How to leverage tools like the one below that Mr Tucker shared with us in one of his recent articles.

Every business has hidden assets like this – the key is to know how to use them effectively within an automated approach.

We’ll miss you this weekend.

Japanese Earthquake - Radiation Dose Chart

Psst! If you’d like to give your business results a non-radioactive boost, contact us to discuss our business coaching options and we’ll have a chat about how we can GUARANTEE RESULTS in writing…

Fart Proof Your Dog

Fart-Speech-BubbleDid you know you can fart proof your dog? If you’ve ever had a dog with flatulence, you know how valuable this can be.

The Internet Marketing Lesson is that I explained how to leverage this fact to two clients: One leveraged it and the other didn’t.

Which one do you think has doubled sales and tripled profits?

Enough said.

The point is that you have to capture people’s attention – especially on the Internet where people’s attention is measured in seconds.

The proof is in the pudding – I bet you you can’t bear NOT knowing how you can fart proof your dog – EVEN IF YOU DON’T HAVE A DOG!

This is how powerful Killer Kopywriting™ can be. The difference between struggling to get people to your website and having an avalanche of qualified prospects…

Texting to get work

Let me state my bias right up front – I am not into texting or tweeting. I think Twitter is mostly a massive waste of time. Yes – I have a Twitter page and joined Twitter 2 years before it became mainstream.

However there are always exceptions to the rule, like this article in The Economist that explains how people Text for jobs – Very creative and entrepreneurial!

Linked In usage poll

As you’ve come to expect from me and my blogs, I come at things from a different perspective and paradigm. My goal for my blogs is to be the catalyst for ideas that can help you grow your business. The Internet is an exponential tool that can help in countless ways. Today’s post is another example – using tools like Linked In Polls to gather valuable information.

It’s pretty self-explanatory and that’s OK.

Exponential Internet Marketing is not rocket science. It’s all about “doing stuff” that works and having the discipline to follow up and follow through.

Poll LinkedIn Use

Email Marketing Acceptance Improving

As I have been saying for some time, attitudes toward email marketing are improving. Part of the reason is that opting out is easy and email marketers are now respecting people’s time more, so commercial ‘spam’ has been reduced by legislation and market forces.

Forrester Research, one of the most prestigious and respected research organisations recently reported that consumers now delete fewer promotional email messages without reading them and are now more likely to forward such messages to others. This is quite a shift from the previous predisposition to  “click and delete”.

Attitudes To Email Marketing Are Changing

Not only have positive behaviours been reported, but negative behaviors toward email have also declined. Specifically according to the Forrester Report, consumers…

  • Delete 14% fewer messages WITHOUT reading: 59% of consumers say they delete most email messages without reading them, down from the 63% who said they did so in 2008 and the 73% who said so in 2006. This is not an insignificant finding in this day and age of information overload.
  • 50% More combine promotional and personal emails: Just 10% of consumers say they have a separate email account they use just for receiving promotional email advertising, down from the 15% who said they did in 2008. This is a quantum shift that in my own humble opinion (IMHO) confirms greater trust within email-based communications and relationships between companies and clients.
  • Forward To A Friend up 33%: 12% of consumers say they sometimes forward promotional email to others, up from the 10% and 9% who said so in 2008 and 2006 respectively. With the advent of increased social networking tendencies, this is not surprising. It’ll be interesting to see what happens next.
  • Purchasing predisposition remains more-or-less stable: The percentage of consumers who often buy things advertised via email has hovered at roughly 5% for the past four years fluctuating from 5 to 6 and 4 percent from 2006 to 2008 and 2010 respectively. Because the numbers are still so small, small changes are not necessary representative of a major shift either way. This is relatively-speaking good news. Many opponents to email marketing were sounding the death knell a long time ago. This reinforces the proponents with a no-so-fast defence. Time will tell how this evolves over the next two years.
  • Product information declines by more than 30%. Consumers tend to fluctuate about email’s value for product information from 22 to 27 and back down to 17% in 2006, 2008 and 2010 respectively. I would agree with Forrester’s supposition that the decrease is likely a result of a proliferation of alternative product information sources that were not as prevalent back in 2006, including blogs, social networks, and rating/review sites within niche (long tail) communities.

This all bodes well for those of us in digital marketing focused on real brick and mortar businesses that want to find fresh new leads to establish long-term business relationships founded on high integrity value creation.

Exponential Internet Marketing Bootcamp Day 2 Of 3

As I mentioned yesterday, we’re at the Marriott Hotel, staging the last of the Exponential Internet Marketing Bootcamps - ever. We’re not opening it up to the general public anymore, we’re going to keep the content for our most privileged clients – our Platinum Program Members… That being said, there is one concept that you can gain instant access to, it’s called Virtual Real Estate and as I’ve mentioned previously on several occasions, the program will be re-branded, re-formatted and the price substantially increased. At this price, it’s an absolute bargain because it introduces you to the concept that we’re leveraging for brick and mortar businesses every day. Plumbers, dentists, engineers, doggy day care centres, consultants, you name it.

Social Media Marketing is a time consuming waste of time – UNLESS you know what you’re doing and how to do it properly.

This is a program that can save you in excess of 200 hours of searching plus a lot of the information in the bonuses you simply would never find on your own.

Go ahead and click here on the hyperlink here – to find out about Virtual Real Estate.

At the Bootcamp, I am spending 3 hours explaining this concept in detail – not for people to actually Flip Websites For Profit, but to leverage the business model to create an endless stream of qualified prospects walking into their stores or businesses that become paying clients.

Imagine having a lead generation system that is free. That’s right, new leads that don’t cost you a cent.

That’s what Bootcamp attendees are learning about this weekend – you’re not there, so the next best thing you can do is get the online video program and try to get as much from it as you can. Otherwise you’re wasting a lot time and effort for… nothing.

There is a better way, an exponential way of doing things.

Video technology the next steps…

This blog is about introducing you to the latest and greatest stuff that’s out there, believe you me, this is “out there”. Watch and enjoy! Of course if you come across anything like this, please forward it on to me by leaving a comment on this blog.