"Ready to Become An EXPERT on Traffic Generation!?"
Ahhh! The Holy Grail of Internet marketing! Unlimited, free advertising for your website! All a prospect needs to do is to perform a search using a keyword that is pertinent to your website, go to your website, buy your product, and YOU make money. You're on your way to a Summer home in the Hamptons! Simple! Or IS it?
I just did a search using the keyword "make money online" (yes, multiple words can still be considered ONE keyword). Google presented me with 1,780,000,000 results (that's one BILLION, 780 MILLION results). Obviously, all billion plus results can't be displayed on a single SERP (Search Engine Result Page), so Google's advanced algorithms "rank" all these websites in order of pertinence, and just list ten or so websites per page. Naturally, you want YOUR website to be ranked on Page 1 of the SERP, in the top ten listings of all pertinent websites. In the worst case scenario, you would want your website to be ranked in the top 30 results - the first 3 SERPs; any lower ranking, and your website might as well not exist!
(Think about it. When was the last time YOU went past the first three pages of results when you performed a search?)
But there IS a solution, and it's called Search Engine Optimization (S.E.O.)
There are various programming techniques and some excellent software that you can use to increase the likelihood of being at the top of the SERPs. I’ve used a few SEO programs and some work quite well.
How do they work? Well, to decide which sites are listed, the Search Engines use what are called "algorithms" Algorithms are simply robotic programs with a set of rules that tell the search engine how "relevant" your site is to a particular search, and therefore how high it should be placed on a SERP.
To use a VERY simple example, let’s say your website sells "Nutritional Supplements." Algorithms are what prevent YOUR site from showing up when someone does a search for, say, "Maps of South America," or "Abraham Lincoln" But algorithms are much, MUCH more complex than that. Let’s say someone actually DOES do a search for "nutritional supplements." (I did, by the way, and came up with over 16 MILLION results.) Algorithms roam the whole Internet and "spider" through your site, gathering crucial bits of information. They analyze several different factors and come up with an overall "relevancy score." The higher your "score," the higher your site would be placed on the list of results when someone does a search on a particular topic.
But here’s the problem:
EVERYBODY has access to these same tools to improve the standing of THEIR websites. Not only that, but the Search Engines CHANGE their rules - their algorithms - on a regular basis, and no two search engines use the SAME algorithms. For example, one of the algorithms SE’s use is "keyword density." This means how many times certain keywords appear in your website. Today, one particular SE may feel that your site is most relevant if the phrase "nutritional supplement" appears as 6% of the total number of words on your site. Any LESS and your site isn’t relevant enough – any MORE and you are attempting to "spam" the search engine. Next Thursday, though, the technician in charge may decide that they want to change that to 7%. What happens? Your website may go UP or DOWN in the listings, or even be dropped entirely. The SE’s are constantly changing and modifying their algorithms.
And keyword density is just ONE of several factors that are used to determine the order of results. Attempting to maintain a high position in the SE’s can easily become a full-time job. In fact there ARE individuals and companies who do NOTHING but get paid to maintain their client’s position in the search engines. These folks are specialists in the field of SEO.
A friend of mine recently developed a new website for a niche product. He is currently paying an SEO specialist $700 every MONTH to maintain his site, and to keep it "search-engine-optimized." And he is tickled to death to pay that fee. Why is he so happy? Because he received quotes from other SEO specialists for as much as four THOUSAND dollars a month! In addition, my friend's SEO guy warned him not to expect major results for ten to twelve months!
Do you honestly think YOU can beat these professionals – full-time professionals who get paid to do NOTHING else but "play with the search engines?"
Now I think it's extremely important to point out that I am NOT giving a blanket condemnation of search engines and their use in Internet marketing. SEO is an extremely powerful art that can be very beneficial under the proper circumstances. IF you happen to have a unique product or business why, then, search engines CAN be of enormous value to you. For example, if you are selling "aardvark leather" you have a better chance at the SE’s generating some traffic for you than if you are selling "hats."
And…if you are involved in an affiliate or reseller program, you can forget the search engines!
First of all, if there are, say, 2,000 people involved in a particular affiliate program, that means that 2,000 people have the EXACT SAME WEBSITE, since affiliate programs generally give you a "mirrored website" when you join. Now even if the main website happened to meet the search engines’ criteria for relevancy, do you think any of the SE’s want 2,000 of the exact same page cluttering up their search results for a given topic!? Hardly! That defeats the whole purpose of search engines, and pretty soon people would no longer use that particular search engine. So search engine algorithms are programmed to look just at the "root" URL, the main portion of the domain name. You’ve noticed, surely, that aside from your member ID or member code, YOUR affiliate URL is identical to everyone ELSE’S in any particular affiliate program. Incidentally, does your particular URL for any affiliate programs you are involved in contain a question mark? This is called the "question mark delimiter," or "query string." It is how many of the affiliate programs identify their numerous affiliates. The algorithms of most of the major search engines simply discard any URL’s which contain a question mark!
Is there a solution? Can search engines be used in any way as a practical means of generating substantial traffic to your website – WITHOUT having to take on search engine positioning as a full-time job?
Yes, Indeed! Y'see, there are actually TWO types of listing that appear on the SERPs. The first we've just discussed; these are what are called the "organic listings" These are the "natural" (thus the name "organic") listings that appear on the SERPs only because the Search Engines deem them relevant. Organic listings appear free to the website owner.
The second type of listings usually appear at the top or along the right margin of each SERP. In other words they are given preference over the organic listings. These are the "Sponsored Listings" or the "PPC ads" (Pay Per Click) and the website owner PAYS for these listings. The website owner sponsors these ads and is charged a fee each time his ad is clicked, thus the term Pay-Per-Click.
In 1998 the owners of a relatively minor search engine by the name of GoTo.com decided to try a unique, new method of listing placement. What they decided to do was to base the ranking of your website on how much you PAID for any particular search term.
As an example, let’s assume once again that your website is all about Nutritional Supplements, and you wanted to rank high in the listings when someone used GoTo.com to search for sites about "nutritional supplements." Well, GoTo.com made it E-A-S-Y! If you wanted that coveted "page 1, number 1" position, all you had to do was PAY for it - out-bid everybody else for that particular search term. If the present page 1 #1 ranking was held by a website that was paying, say 4 cents per click, you could capture that #1 spot simply by bidding 5 cents per click. GoTo.com then simply deducted 5 cents from your account each time someone clicked on your link. And there was no limit to the number of search terms you could bid on! You could put in a bid for "nutrition," "supplements," "health supplements," "vitamins," "minerals," and so on…the list of bid terms is limited only by your imagination.
It’s GUARANTEED traffic to your website that you pay for ONLY if you actually get visitors!
Got it? Organic Listings (Natural listings) are listings that are displayed FREE to the website owner, and they appear automatically based solely on their relevance to a particular search term. Sponsored Listings (PPC listings) are listings that are PAID for by the website owner, and they appear based on the amount "per click" that the website owner is willing to pay.
Was GoTo.com successful? You betcha! In 2001, it was renamed Overture and acquired two of its competitors, AltaVista and AllTheWeb. In 2003 Overture was purchased by giant Yahoo! and is now called "Yahoo! Search Marketing." GoTo.com's minimum "cost-per-click," which started out at just one cent per click, quickly jumped to TEN cents per click. And that's the cost for relatively obscure, unpopular terms; for the more "in-demand" terms (like "business opportunities") you can end up paying five and ten DOLLARS per click! Currently, the highest price per click is over $40.
Now, when GoTo.com first started using this system, they were very much ballyhooed by the "the net should be free for everybody" – "the net should be a level playing field" crowd. Even from the first, however, after months of playing the search engine game myself, I felt that the GoTo.com system was the only LOGICAL way for search engines to work. Sure enough, today virtually all search engines are capitalizing on the GoTo.com "pay-per-click" concept. A good example would be Google's enormously successful "AdWords" program.
This brings us back to our statement at the beginning of this chapter where we stated, "If FREE advertising worked, then why would PAID advertising even exist?" The search engines are a prime example of this. There are those Internet "gurus" that would have you believe that "all" you have to do is to get your website ranked high in the search engines and you'll get all the free traffic you will ever need. As we've shown, the only real way to get a high ranking is to either pay a Search Engine Optimization expert to continually monitor your site, OR to use Pay-Per-Click search engines for an automatically high ranking. Either method could cost you hundreds, and even thousands of dollars a month., and even then, it could be several months before you see any positive results.
So much for "free" traffic from search engines!
Now, to repeat what I stated above, Search Engines can be ENORMOUSLY useful, but to be successful a marketer has three options: (1) he can take the time to learn the art of Search Engine Optimization, and then be prepared to devote continuing time to constantly "tweaking" his site to conform to the ever-changing algorithms of the Search Engines, (2) he can pay a SEO specialist to perform the continuing task of monitoring the Search Engines and tweaking his website, or (3) he can PAY to have his website displayed using Pay-Per-Click listings.
METHOD 2. Display Advertising
"Display advertising" conveys its advertising message visually. It uses text, logos, animations, videos, photographs, or other graphics displayed on a web page. Several of the more common types of display advertising include:
a. Entire Websites
Obviously, an entire website or lone web page can be used to showcase a product or service, and is generally where a sale or other action is actually made. Technically, though, an entire website is not considered a promotional technique; it is the sales page (the "action" page) itself, and is where the real promotional techniques take the prospect. It is usually referred to as a "Landing Page." Generally, we marketers usually use other forms of much briefer display advertising to attract customers to our main web sites.
We've all experienced banner ads. They come in several different standardized sizes (see the examples below), with the "468 x 60 pixel" banner being by-far the most prevalent on the Internet. They display an advertisers brief ad, and are connected to the advertiser's main website by a "hyperlink." When the message on a banner ad appeals to a potential customer, the customer clicks on the banner, and is taken to the advertiser's main website (his Landing Page).
Interstitial Ads - Part I (Pop-Ups/Pop-Unders)
c. Interstitial Ads - Part I (Pop-Ups/Pop-Unders)
The term "interstitial" simply means "in-between." An interstitial ad is displayed to the viewer "between" two other webpages. For example, a "pop-up" ad is automatically displayed to a viewer after they click on a link on one website and before they are shown the website they actually desire to view. Pop-ups are also referred to as being displayed "in-front-of" or "above" the requested webpage. A "pop-under" ad is automatically displayed to a viewer after they are done viewing the desired website and click to close the window. Pop-unders are also referred to as being displayed "behind" or "below" the requested webpage.
Although they can be effective (even major, international corporations use 'em), most Internet users consider pop-ups and pop-unders to be intrusive and irritating.
d. Interstitial Ads - Part II (Login Ads)
Another type of interstitial ad that is effective and not intrusive at all because the user expects to see 'em, are "Login Ads." Login Ads are displayed when a user goes to a membership site of which he is a member and enters his username and password to gain entrance to the site. Before is is taken to the members area, he is presented with the Login Ad. The Login Ad usually remains displayed for 10 to 20 seconds (or until the user intentionally closes it), at which time the Login Add disappears, and the user is taken to the site's members area. Most often, several advertisers have their Login Ads running simultaneously on a particular membership site; each Login Ad is "rotated" periodically. Some membership sites permit advertisers to purchase a Login Ad for a definite duration - a full day, a week, or even longer - during which time no other Login Ads are rotated.
Unlike Pop-Ups and Pop-Unders, Login Ads are not irritating to the user because, as stated above, they are expected. Login Ads can be very effective.
e. Text ads
Text-based ads are usually short lines of text (generally no more than 25 to 40 characters in length), displayed separately from a web page's primary content. Generally the entire text ad is a hyperlink that, when clicked on by the prospect, takes him to the advertiser's main website (his Landing Page). The perfect example of a hyperlinked Text Ad is a list on a search engine results page (a SERP).
Online Classified Advertising
Online classified advertising is advertising posted online
in a categorical listing of specific products or services. Examples
include online job boards, online real estate listings, automotive
listings, online yellow pages, and auction-based listings. CraigsList
and eBay are two of the more prominent providers of online
METHOD 4.. Social Media Marketing
Just what IS Social Media? It is certainly THE big catch-phrase on the Internet anymore. With FaceBook acquiring its BILLIONTH member, and Twitter surpassing the 500 million member mark, Social Media is certainly a force with which to be reckoned. Social Media is here to stay.
But is Social Media a positive or negative force on the Internet? Does it have a VALUE to us as Internet marketers?
Social Media is all about interaction. Think of the pre-social-media Internet as a ONE-way street where you can read a magazine or watch a TV show. But you have no ability to give your thoughts on that TV show, critique that magazine, or connect and perhaps develop friendships with people who might be big fans of that TV show or magazine. Social Media, on the other hand, is a TWO-way street; it offers you the means of interacting with like-minded people with whom we create, share, and exchange information and ideas in virtual communities and networks.
It is this interactivity that distinguishes Social Media websites from the more traditional "static," non-interactive websites.
Thus, the advent of Social Media is a very positive step in the evolution of the Internet, and offers to individuals outlets of connectivity and expression that were heretofore impossible.
There are eleven broad forms of Social Media promotion. Keep in mind, however, that there are no sharp divisions between these forms. You will not observe obviously definable differences between them, and the benefits of one form quite often "leaks over" into one or more other forms.
a. Social Networking
networking websites are designed to build networks and relationships
among people who share interests, activities, backgrounds, or real-life
connections. Social network sites allow users to share ideas,
pictures, posts, activities, events, and interests with people in their
is accomplished by adding friends, commenting on profiles, joining groups and having
Popular Social Network Communities Include:
b. Social News
Social news websites feature stories and articles posted by site members; the stories are then ranked by other members based on popularity. Users can comment on these posts, and these comments may also be ranked. These sites are used to link many types of information including news, humor, support, and discussion.
Popular Social News Communities Include:
Photo- and video-sharing sites allow users to upload and post their digital pictures and videos to a website, and share that content with other users or viewers, either privately or publicly. Users are then able to view the photos and videos and can often rate them and leave comments.
Popular Photo & Video Communities Include:
A blog (a contraction of the words web log) is a discussion or informational website consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first). Interaction is accomplished by allowing visitors to leave comments and even message each other.
Popular Blogging Communities Include:
A microblog differs from a traditional blog in that its content is typically smaller in both actual and aggregate file size. Microblogs allow users to exchange small elements of content such as short sentences, individual images, or video links". These small messages are sometimes called microposts.
As with traditional blogging, microbloggers post about topics ranging from the simple, such as "what I'm doing right now," to the thematic, such as "sports cars." Most microblogs offer alternative ways of publishing entries besides the web-based interface such as text messaging, instant messaging, email, digital audio, or digital video. Commercial microblogs also exist to promote websites, services and products, and to promote collaboration within an organization.
Popular Micro-Blogging Communities Include:
These book marking services are just the same as the favorites folder
in your browser. The difference from these online services is that when
your computer crashes, you don't
loose your bookmarks because they are stored online.
Further more, these online links can be categoried and tagged making
them searchable by other users. Other users can search these tagged bookmarks.
Popular Social Bookmarking Communities Include:
A wiki is usually a web application, which allows people to add, modify, or delete content in a collaboration with others. Interaction is accomplished by adding articles and editing existing articles. The name "Wiki" was inspired by the Hawaiian phrase wiki-wiki, which means "quick". The first wiki was developed in 1995 by Ward Cunningham, who wanted an alternative to the word "quick" for his product that would allow quick, collaborative editing. He remembered the wiki-wiki shuttle buses that run between terminals at Honolulu International Airport and the name stuck.
Popular Wiki Communities Include:
h. RSS Feeds
h. RSS Feeds
Simple Syndication, (technically, "Rich Site Summary") is a family of web feed formats used to publish
frequently updated works—such as blog entries, news headlines, audio,
and video—in a standardized format. The
simple use of
RSS feeds is to "push" news articles and site updates out to all of the
site's subscribers. Unlike using email to transmit updates to
subscribers, RSS delivers news directly to the users
desktop or news reader where the user can check for updates as they
happen. RSS feeds are a spam-free,
quick and efficient way to read news and weblogs. To get the most out of
newsfeeds, you need a powerful "Aggregator," or
reader. An aggregator lets you organize, search, categorize and
use news items just like emails.
Real Simple Syndication, (technically, "Rich Site Summary") is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. The simple use of RSS feeds is to "push" news articles and site updates out to all of the site's subscribers. Unlike using email to transmit updates to subscribers, RSS delivers news directly to the users desktop or news reader where the user can check for updates as they happen. RSS feeds are a spam-free, quick and efficient way to read news and weblogs. To get the most out of newsfeeds, you need a powerful "Aggregator," or reader. An aggregator lets you organize, search, categorize and use news items just like emails.
Popular RSS Feed Aggregators Include:
i. Press Releases
Online press releases are just the new way of releasing news all over
the internet. Doing a press release can cause such a buzz and your news
article can be picked up and placed on sites such as Yahoo News, Google
News, Forbes and other major news sites around the world. Not only can
these online press releases be picked up by online publications but some
of these are also pushed out to print publications.
Online press releases are just the new way of releasing news all over the internet. Doing a press release can cause such a buzz and your news article can be picked up and placed on sites such as Yahoo News, Google News, Forbes and other major news sites around the world. Not only can these online press releases be picked up by online publications but some of these are also pushed out to print publications.
Popular Press Release Services Include:
j. Article Submission
Internet article marketing is used to promote the authors expertise of their market, products or services online via article directories. Article directories with good web page ranks receive a lot of site visitors and may be considered authority sites by search engines, leading to high traffic. These directories then give PageRank to the author's website and in addition, send traffic from readers.
Business Owners, Marketers and Entrepreneurs attempt to maximize the results of an article advertising campaign by submitting their articles to several (perhaps dozens) article directories. However, most of the major search engines filter duplicate content to stop the identical content material from being returned multiple times in a Search Engine Results Page (a SERP). Some marketers attempt to circumvent this filter by creating a number of variations of an article, known as "article spinning." By doing this, one article can theoretically acquire site visitors from a number of article directories.
The primary goal behind article marketing is to get search engine traffic to the article so that the author can strengthen their authority and influence within their field, while also leveraging that traffic for their own site(s). The key to article marketing is that the author should be providing value with their articles, not just promoting their site, products or services.
Popular Article Submission Services Include:
k. Forums and Message Boards
An Internet Forum (or message board) is a discussion website where people can hold conversations in the form of posted messages (posts), which are generally saved and archived. Also, depending on the access level of a user or the forum set-up, a posted message might need to be approved by a moderator before it becomes visible.
A discussion forum can contain a number of sub-forums, each of which may have several topics. Within a forum's topic, each new discussion started is called a thread, and can be replied to by as many people as so wish; a posted message might need to be approved by an administrator (a moderator or "mod") before it becomes visible.
The real benefit of participating in internet marketing forums is that you learn a lot. You never know where that next great idea will come from. There are also some direct promotional benefit to participating in forums since many allow a small link to your website in the signature file.
Popular Forum Communities Include:
$ $ $
Summary of Social Media:
What can I say about the Social Media?
There is no doubt that Social Media is THE big thing on the Internet these days, and although the different types of Social Media may evolve, change, and even meld together, it IS here to stay! And there is no doubt that it provides a valuable service.
If you're a 13 year old girl and you want to talk with the other cheerleaders about that cute boy in third period Spanish, then it's great. Personally, though, I don't care how many "likes" my FaceBook page has. I don't give a rat's patoot about how many "followers" I have on my Twitter account.
So..... am I discounting Social Media as a valuable form of Internet promotion? Not at all. Quite the contrary, in fact.
For example, I am a HUGE fan of Wikipedia, and I refer to it continuously. Wikipedia is many times larger than the full set of Encyclopedia Britannica books ever was, is completely free, and according to a recent study by the prestigious scientific journal Nature, is just as accurate. And I can't tell you how MUCH I've learned from belonging to online forums related to marketing. This demonstrates the power of the social web.
So I am certainly not against Social-Media! (If I were, incidentally, would that make me "anti-social?" LOL)
What I DO take exception to, however, is the "next-shiny-thing" mentality that has gripped the marketing community into believing that Social Media is the "end-all-and-be-all" of Internet marketing. Social Media is terrific for establishing relationships and making connections with people; and, after all, successful relationships are what sales and marketing are all about. The fact is that the pre-social media web - the "static web" - may have lulled us all into becoming lazy and to believe that we could effortlessly make that "gazillion dollars with NO human interaction at all." The social web may be bringing to Internet marketing that long-missing mano-a-mano, human-to-human interaction that has always been missing.
But it IS wrong to think that the Social Media makes all other forms of Internet promotion obsolete and antiquated. Social Media is ANOTHER avenue of promotion, not the FINAL form of promotion! Social Media marketing can bring many benefits and increased profits, but it comes with caveats.
METHOD 5. Mobile Advertising
Mobile advertising is ad copy delivered through wireless mobile devices such as mobile phones or tablet computers. Mobile advertising is not really a different and separate method of online promotion; the newer, more sophisticated mobile devices are more-or-less just pocket-sized computers and as such, can be used with any of the marketing methods we've outlined. In addition to merely making phone calls, modern mobile phones also support a wide variety of other services such as text messaging, MMS (Multimedia Messaging Service), email, Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming and photography. Mobile phones that offer these and more general computing capabilities are referred to as smartphones.
Mobile advertising is growing rapidly for
several reasons. There are more mobile devices in the field,
connectivity speeds have improved (which, among other things, allows
for richer media ads to be served quickly), screen resolutions have
advanced, mobile publishers are becoming more sophisticated about
incorporating ads, and consumers are using mobile devices more
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.
Consumers want anytime-anywhere computing that allows them to consume and create content with ease, but also share and access that content from a different portfolio of products. In today's world, mobility is paramount!
Wordwide, there are over 5 billion mobile users and 1.1 billion smartphone subscribers specifically. The iPad was the fastest growing technology product EVER! With 86% of mobile internet users actually using their devices while watching TV, and with more than 10,901 Tweets PER SECOND being issued as TV viewers watched Adele win Record of the Year at The Grammy’s back in 2012, it’s clear that we all live in a "multi-screen world." We need to be aware that our internet marketing accounts for not just desktops, but ALL screens.
Again, mobile advertising is not really a different and separate method of online promotion. What it is (to us Internet marketers) is yet ANOTHER, even more convenient conduit for getting our sales message out to potential customers. Thus mobile marketing allows to to vastly expand our promotional reach without really changing or complicating our overall marketing strategies.
Email Marketing strikes many as old-fashioned!
More fashionable venues like social media and mobile marketing get all the attention, and some people will even try to tell you that email marketing is dead.
Unfortunately, reality doesn’t agree. In fact, email is more powerful than ever thanks in large part TO the Social Media and mobile marketing. Think about it! Prior to the explosion of mobile media, in order to read our emails our prospects had to be tied to a desk in front of their computer screens. But NOW with the advent of smartphones, tablets, and laptops, our prospects can receive our email sales messages virtually ANYWHERE!
Now, understand, ALL of the promotional techniques we've discussed thus far CAN be very effective at generating traffic. However, as valuable as they are, they all have inherent drawbacks that email marketing does NOT. For example:
The ultimate goal of the Social Media channels is to BUILD YOUR SUBSCRIBER LIST! All the true experts and full-time marketers will tell you that. But then what? How do you make money? And how do you get word out to your subscribers? By emailin' 'em!
It all comes back to email, in one form or another.
So..... just what makes email marketing so powerful?
1. Email marketing is extremely TIME
effective, and produces F-A-S-T results!
2. Email marketing is easy.
3. Email marketing does not require that you be an expert "communicator" There is certainly nothing wrong with being a proficient "communicator" - a "people person" It is most definitely a positive personality characteristic. Generally, the most successful salespeople are the ones who are most effective at communicating their ideas, and keeping people interested in what they have to say; you've certainly heard of someone being described as a "born salesman" The problem is that most of us are not born with that innate ability to socialize and communicate with people on a business level. In fact, many folks are attracted to Internet marketing precisely because they wish to insulate themselves from the politics of socializing.
4. Email marketing is targeted.
5. Email marketing "cuts to the
chase" - it "eliminates the middleman."
6. Email marketing just plain WORKS!
7. Email marketing is extremely COST
Keep in mind, however, that email, social media and other marketing tactics are not mutually exclusive. You can leverage their overlap to grow your list of quality leads and convert them to buyers. However, for speediest results the type of advertising that has always worked most effectively is - in both the OFFline and ONline worlds - advertising that is presented DIRECTLY TO a LARGE group of targeted prospects.....
.....and on the Internet that's email marketing!
Let's Talk About.....
With the potential to make THAT kind of money is it any wonder that spammers spam!?
And here's another number that'll surprise you. Kanich's team also calculated the conversion ratio; it turns out that the average conversion ratio is a mere 1 in 12.5 MILLION, or just 0.000008%! And bear in mind that spam is totally untargeted - those emails you receive from a Nigerian lawyer telling you you are due $10,000,000 are sent to anybody and everybody.
Spammers may be the scum of the earth, but they do recognize one very important rule of Internet marketing. They understand the "Law of Large Numbers;" they know that if they get their message out to ENOUGH people, SOMEONE'S gonna buy. And what medium do spammers use to get their message to prospects? Do they have a blog? Do they optimize their website for the search engines? Do they put up cute little YouTube videos? NO! They use what works. They use the oldest and most effective promotional method on the Internet. Email!
Think there's something we might learn from the spammers?
Traffic From Your OWN List:
We've all heard that expression, "The loot is in the list" It means that once we have a suitably large list of prospects that we can email our own bulletin to on a regular basis, Internet marketing becomes relatively easy. A list of responsive prospects who know and trust you, who look forward to receiving your weekly or monthly communications, and who can be counted on to at least give serious consideration to that program, product, or service you are selling.
In fact, "build your own list" is the big catch-phrase on the Internet these days, isn't it? The currently popular droves of so-called list-builders is proof of that!
It has often been said, in fact, that every person you have on your in-house list is the equivalent of $1.00 in monthly income. A 10,000 member list roughly equals a $10,000 monthly income. (Of course that doesn't mean that every person on your 10,000 member list is going to spend $1.00 with you each month - that's a "guesstimate," or average. It means that if you are selling a $20.00 product TODAY, approximately 500 of your members will make a purchase. NEXT WEEK, if you are selling a $50.00 product, approximately 200 different members will buy it; and so on.)
Notice that, in the above paragraph, I used the phrase "list of responsive prospects" There is a huge difference between a list of responsive prospects, and a list of "freebie-seekers"
One of my famous long, boring stories will serve to make my point...
It was 'way back in the late nineties, when I was beginning to start my Internet marketing career (and after I had gotten over my "year of horror"). I was fortunate enough to develop the second largest downline in my very first multi-level program that I was promoting. Now, due to my many years of OFFline marketing experience, I have always known the value of sending out regular bulletins to the people in my organization. And over a period of about a year and a half, I had slowly developed my own in-house list of 6,000.
Actually, I had three lists:
Now let's flash forward to March of 2001. I was finally ready to launch my OWN program - the now legendary "Secrets of the Big Dogs"
Naturally, the first thing I did was to announce the Big Dogs program to my three lists (Remember, 1,000 currently paying members, 1,000 former paying members, and 4,000 free members.
I had NO DOUBT what the results would be. Here is what I just plain KNEW would happen...
Man, oh man, was I in for a surprise... a surprise and an education!
I think you grasp the point!
The "loot" IS in the list, my friends.
It is the treasure chest of Internet marketing toward which ALL marketers strive, and YOU should too.
...it takes time to build a genuinely responsive list, and it takes ability and experience to be able to write a regular newsletter that people WANT to read and will pay attention to. People will not stay on a list very long if all you send them is advertisement after advertisement, promoting that hot-new, ground-floor "opportunity" you just found out about. You need to develop the skills to write intelligent, genuinely useful articles for your subscribers. Luke Parker, author of "The Encyclopedia of Free Online Advertising," states...
Once again, it takes time - time to build a list and time to nurture a list. It does not happen overnight. Unless I am seriously ill-informed, the average Internet marketer doesn't want to wait for a year or two before he sees the possibility of a steady cash flow from his own in-house list.
Yes, it takes time to build a "list you can make a living from." But it also takes talent to be able to write newsletters and articles that are interesting, and that will motivate prospects to make a purchase decision. Some marketers are just plain born with this talent, but it takes others months and years to develop into able "copy-writers."
SO, DO BUILD YOUR LIST!
By all means, build your list, my friends. But fill it with quality, targeted prospects - preferably PROVEN BUYERS, people who have shown that they have the capacity and interest to actually make a purchase. My personal philosophy has always been that... "If you want to be on MY list, ya gotta PAY for the privilege." That's not as arrogant as it sounds. What it means is that the ONLY people I want on my list are people who have purchased something from me.
SO, ONCE AGAIN, DO BUILD YOUR LIST! But while you're building that list of quality prospects, you also need to focus on actually sellin' somethin'!
Otherwise, you're gonna "list" yourself outta business!
For all intents and purposes, the concept of "free’ advertising that actually works simply doesn't exist on the Internet. So don't be fooled. There is always a price that has to be paid; either a price in terms of time, experience, talent and technical abilities, or a price in terms of money. And what we learned from the spammers is that if you can generate enough traffic on a cost-effective basis you can sell anything to anybody. Remember what we said at the beginning of this chapter:
"If FREE advertising worked,
So just what is the solution?
And Chapter 5 is where we get to the "good stuff!"…..