Fat-Free Marketing
SmashWords Edition
Published by Jeff Kontur at Smashwords
ISBN: 978-1-4661-1012-0
Copyright 2011-2012. Jeff Kontur,
Fat-Free Marketing Group
The contents of this book are the copyrighted property of the author, and may not be reproduced, copied or distributed for any purposes. If you enjoyed this book, please encourage your colleagues to purchase their own copy. Alternatively, free copies may be available directly from the author in some circumstances. Please inquire.
Contact Information
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Contents
What Email Autoresponders Can Do For Your Business
Build Your Customer Base Through Blogging
Making Search Engine Optimization Practical & Profitable
Build Your Business With Twitter
LinkedIn - A New Paradigm in Business Networking
Making the Most of Google AdWords
Using Flickr to Make Your Business Look Good
Staying in Touch with your Customers via Newsletters
The Ins and Outs of Article Marketing
Podcasting and Other Forms of Audio Marketing
Selling Products Online Without a Website
Selling Electronic Products through ClickBank
Ring it up! Understanding Online Shopping Carts
Interacting with Customers Online
An Assortment of Online "Candy"
"Smartphone-ize" your Business
About This Book
This book is not meant to be the exhaustive final word on the subject of online marketing. Rather, it gives an overview of a wide range of marketing and self-promotion techniques. I also throw out a bunch of ideas for using those techniques. In fact, you are about to learn so many new ideas and techniques that you won’t be able to remember them all. You’re going to learn so many new techniques that you might feel overwhelmed and even start wishing you hadn’t learned so many.
Not to worry, there is an awful lot to know about marketing. You can’t know it all and you certainly can’t do it all. (Neither can I, for that matter.) So don’t feel like you must. Pick a few that resonate and start with those.
Hopefully you come away with some valuable ideas. And remember you can always contact me for help if you feel you need it.
I want you and your business to succeed. Period. No strings attached. You don’t have to hire me or buy anything from me in order for me to wish you as much success as you can handle.
To your success!
Jeff
P.S. Many passages in the electronic version of this book are preceded by a hyperlinked double arrow (>>). Clicking one of these will post the passage to your Twitter account as a retweet. Note that these may not be exact quotes but are formatted to work with Twitter. If you find a passage useful or interesting, I encourage you to share with others by retweeting it.
Your Business Website
These days, >> a website is like a phone number; it’s simply expected that every business has one. >> Even among the Amish and other communities which typically shun technology, most businesses have come around to the idea that having a website carries great benefits. Worse, not having one may be holding you back in ways you probably don’t even realize.
When >> customers and potential customers want to find basic information about your business, the first place they will turn is online. Such basic information includes:
* Your phone number(s)
* Business address(es)
* Directions to your location
* Hours
* Information about the products and/or services you offer
Don’t make it >> hard for customers to do business with you. If I’m looking for a plumber and I remember seeing a truck out on the road but only remember the business name, I will look online. >> If that business has no website or makes me "work" to track them down but another local plumber’s website pops up right in front of me, chances are very good that I’ll simply use the one which was easiest for me to find. The same is true of just about any business I patronize.
Not having a website may be costing you in other ways too. Say I need to find your location. I could call and you or one of your employees could take time away from other productive tasks to give me directions, or I could simply look at a map on your website.
Your website is your >> 24 hour storefront. Even if your real business hours are more limited, if I want to look up information about your business at 2am and no one is there to pick up the phone or answer my questions, a good website will take care of my needs. If you engage in e-commerce, I may even be able to buy what I want right off your site while you are asleep.
What kind of site should you have?
At the very least, you should have your own domain name (also known as a "URL") and a static page with the basic business information listed on the previous page.
Of course you can get progressively more fancy with multiple pages, regularly updated content, a searchable online catalogue and even a shopping cart which enables customers to buy from you online. Each of these things can be added incrementally when you come to need or want them as part of your online presence.
By integrating some of your existing systems such as inventory tracking, your employees could simply look up product availability or technician’s schedules by pulling up your web site right in your store or office. At the same time, you also give your customers the ability to do the same thing for themselves.
A word about URLs
A URL is your domain name. (The acronym stands for Universal Resource Locator, but that isn’t important.) >> A good domain name has several very important characteristics:
It is clear and easy for you to give out both verbally and in writing.
Very often you may find yourself out somewhere such as at the park or grocery store when a casual conversation turns toward business. >> If you do not have a business card with you, you are better off giving out just your web site URL than expecting someone else to remember a bunch of information about you or your business. The caveat to that is that a weird or complex name, especially if it has nonstandard spelling or unusual characters, may be both difficult for you to share and for others to remember.
Examples of (fictitious) bad URLs:
* Try2win$.com
* Gr8dealsonstuff.com
* Cheepflytes.com
It is easy for others to remember.
Don’t >> make things hard on your customers and prospects. >> Give them a simple, memorable URL and make it easy for them to find your web site. This is especially true if you merely tell someone the domain name.
Even if you hand it out on your business card, it may still be garbled. >> Say you meet someone at a business meeting where they have collected dozens of business cards. Chances are they won’t "read" your business card. Instead, they may look over it or use it to jog their memory of their interaction with you and then look up your web site using your card merely as a reference.It isn’t difficult to spell or likely to be misspelled.
Let’s say that your name is John Doe and you are the owner of John Doe’s Limousine Service. A domain name like JohnDoeLimousine.com seems like a good bet. >> The problem is that many people don’t know how to correctly spell the word "limousine". >> Call it a testament to the sad state of education but if it hurts your business then the reason doesn’t matter. A simpler name like JohnDoeLimo.com might be better.
Alternatively, >> you can also purchase all the likely misspellings and have them all redirected to point to your correct URL. This is a relatively simple and inexpensive solution.It fits the tone and image of your business.
Your URL >> doesn’t necessarily have to be the same as the name of your business, but it should be reflective of your business. A name like >> FunForAll.com could be great for a family fun center with activities for kids. It would be less fitting for a dentist, though GreatSmiles.com would be descriptive and memorable.
Understanding CMS
There are lots of different platforms on which your web site could be built but the easiest way to get a site up and running without having to hire a programmer is to use a Content Management System, or CMS for short. These are the software architecture platforms that make building and maintaining a web site user- friendly.
CMS systems go by some unusual names, many of which may not be familiar to you: Joomla, Drupal, WordPress, Tumblr, FrogCMS, Moodle, Mambo, Habari, Tango…
All share some common characteristics. They all build multi-page web sites. They all enable some form of blogging or article publishing. All have an extensive library of plugins or extensions to add new functionality that isn’t native to the base CMS. All are also available free of charge.
By and large, >> the CMS interface is a bit like a word processor for writing internet content. They are usually not 100% intuitive but they also aren’t hard to learn and you don’t need to know anything about internet code to make them work.
Where can you get a domain name and website?
There are literally dozens of companies where you can reserve a domain name and get web hosting. One of my favorites is HostGator.
Not only is Host Gator one of the least expensive hosting services around but they don’t require a contract commitment, won’t try to sell you a lot of extra services you don’t need and they’re environmentally friendly. (>> The parent company owns a windmill farm which generates 130% of the electricity used by their computer operations.)
How much will it cost?
The cost of web hosting will vary based on many factors: the number of URLs you purchase, your contract term, extra features, etc. For a single URL and basic web site, it should be less than $25 to get started and less than $10 a month to keep the site up and running.
This assumes that you do everything yourself. If you hire someone to set up your site, write content or perform other tasks for you the cost for those services will be in addition to the basic hosting.
What Email Autoresponders Can Do For Your Business
An email autoresponder is basically just software that sends out pre-saved emails on a schedule. Better than that, it actually keeps a personalized schedule for each person on your mailing list.
Sounds complicated?
It really isn’t; at least not from the list manager’s perspective.
All you really do is create a series of email communications that you want everyone on your mailing list to receive. When a new name gets added to your list, no matter when they joined, the software will take care of sending them out the complete series of emails. The emails get sent one at a time, based on a predetermined schedule that you set.
Unlike you sending out a "bulk" email addressed to dozens of recipients, each person on your mailing list gets a personalized email that is addressed only to them. >> They never know whether you have three people on your mailing list or 30,000.
Because you can use a mail merge type feature to add user names and other personalization details, autoresponder emails do not have to be just static form letters.
You can even set up multiple lists and split out your customers based on criteria you decide. For instance by product line, or prospects who have only inquired versus customers who’ve bought within the last year versus customers who last bought more than a year ago, etc.
Each of those lists can get a different series of emails. There is no limit to the number of lists you can have, the number of emails on each list or the number of names on each list.
A good autoresponder service will >> grow with your business. >> A well-managed autoresponder account may just put your business on autopilot.
Why should you use one?
Staying in contact (as long as you have relevant and useful information to impart) is >> the best way of turning prospects into buyers, buyers into repeat customers and repeat customers into loyal fans.
Perhaps you have a monthly newsletter you’d like to inexpensively share with your customer base. >> Or maybe you want to train the buyers of a complex system how to get the most of their new purchase. You could create holiday or seasonal messages that go out to all your prospects and customers. The possibilities are limited only by your creativity and imagination.
Say for example that you run a camera store and you sell a customer a new camera. Digital cameras these days have a mind-boggling array of features. Let’s say you set up mailing lists for each of the different camera brands your store carries. When a customer buys a Nikon DSLR, you add her name to the Nikon DSLR list. Then once a week, your autoresponder will email her one lesson that teaches her how to use some particular feature on her specific camera. You write these lessons just once but every single customer who buys a Nikon DSLR from you benefits from them! You could create similar lists for Canon, Sony, Pentax and any other camera brand you carry.
This same principle could be applied to computers, cars, sewing machines, leaf blowers… you name it! It can even be applied to services such as tax preparation, house cleaning, dog walking and prenatal care. The list is endless.
Where can you get one?
Although it’s possible to buy your own autoresponder software and run your lists in-house, it’s not recommended. If for no other reason than compliance with CAN-SPAM laws. An online mailing service will assure compliance while simultaneously offering you the most up to date software available.
The three largest mail houses are:
* Aweber
* Constant Contact
* Mail Chimp
Of course there are other services out there but these are all reputable companies that can handle even the most complex mailing needs.
How much do they cost?
The cost for mailing services varies but is largely based on how many names are on your list (aggregate number if you have more than one list) and how frequently you mail to them.
To give you a general idea, a list with around 1,000 names to which you send out emails every week will cost $30 per month or less. For most businesses, just one sale per month will pay for the full cost of staying in touch with everyone.
How to get names onto your mailing list
If you’re just starting out but already have a list of names and email addresses, such as in CRM software or even just on a spreadsheet, you can import them and have a jump-start on your list building.
The service you use may require you to explain where the list came from and affirm that everyone on the list "opted in". That is, they all gave you their email address and explicitly agreed to receive email communication from you. This is done for compliance with SPAM laws but is really not a big deal.
Once your list is set up, even if it’s just an empty shell without a single name on it yet, all of the services allow you to create sign-up forms that you can post on your web site. These fill-in-the-blanks forms enable visitors to your web site to sign up for your mailing list by filling in the form.
When they do, the autoresponder service kicks into gear and will begin sending that customer emails in your name. They will continue to receive emails from you until they have either reached the end of the series you set up or until they click the unsubscribe link included at the bottom of each email sent out.
If you have visitors come in to a store, >> you can also have your employees manually add customer information to get them on your list. Or you can set up a kiosk and let the customers do it themselves.
What if you have unscheduled sales or events?
You are not just limited to pre-saved emails. Say that you have a special event or an unscheduled sale coming up. You could create a one-off "broadcast" email that will go out to your entire list (or multiple lists or even segments of lists).
Broadcast emails get sent no matter where in the series a customer may be. So a customer who just received issue #7 of your newsletter and one who just got issue #2 would both receive the same sale notice. This will not interrupt their sequence and the first customer will still get issue #8 next while the second customer will get issue #3 next.
There is no limit to the number of broadcast emails you can send.
Effectively managing your list
It doesn’t stop with simply collecting names and having some computer automatically send out emails for you. Online mailing services include detailed reporting so you can closely monitor the effectiveness of your mailing operation.
* How many of the emails you send actually get opened?
* How many of the links in your emails get clicked?
* What percentage of users unsubscribe?
* You can even create multiple versions of your sign-up forms and test them against each other to determine which is better at getting prospects to sign up.
Worried that some third-party company has possession of your customer list? Well you can easily export the list from their servers and import it into your own CRM or other business management software.
Of course there’s nothing you can do about them having the list. At least not as long as you want them to keep managing your mailings for you. (All the more reason to stick with reputable companies.) But at least you can easily get and keep your own copy in-house.
List Rental
Some companies may allow you to mail to rented lists under certain conditions. If you frequently rent email lists, you should definitely solicit the services of a mailing professional to help you.
Build Your Customer Base Through Blogging
Some >> people don’t really "get" blogging. I’ll admit that for years it seemed rather self-indulgent to me. Not merely self-indulgent but disingenuous too.
If you’re going to keep a journal or a diary, those thoughts are inherently private. Posting it online seemed to me tantamount to telling every detail of your finances or your sex life to every random stranger you come across.
The first few blogs I looked at seemed to be mostly unsubstantiated random thoughts about whatever was on the writer’s mind. So it was a long time before I caught on to the potential in blogs.
A blog doesn’t have to be like a journal or diary. It doesn’t even have to be personal in nature. >> Think of a blog more like you would the editorial pages of a newspaper. It’s "news" (sort of) but it can be about anything you want it to be.
A steady communication stream
Does your company publish a newsletter? Every article in that newsletter would likely make a good blog post.
Perhaps you have an interesting story about how your company won a certain contract. Or where some of your materials are sourced. Or how you’ve been recycling since 1967. Or a string of ideas for creative and unusual ways to make use of your products.
Product literature, sales brochures, industry news, quarterly and annual reports… these can all be sources of potentially good material for blog posts.
By regularly >> posting small snippets - articles 100 to 1,000 words long - you do several things:
* Provide a steady flow of fresh content related to your business. >> The search engines love fresh content. The more frequently and regularly you provide it, the better your web site will fare in search rankings.
* Maintain steady communication with customers and prospects.
* By having a lot of material, >> you develop a content-rich web site that will become a resource for anyone who wants to know more about your company or its products.
* Create a deeper and richer base of >> keywords for which your site will be ranked. Users searching for a broader array of terms will find your site more often among the listings presented.
It’s not all about you
Your blog entries needn’t be - in fact, shouldn’t be - all about your company, your products or your services. Most people are interested in themselves and their own lives. Most people also have a range of interests.
Let’s say you’re a realtor. Instead of only blogging about homes you have listed or what to look for when buying a home or finer points of financing and price negotiation, >> try a more holistic approach.
Of course you should blog about all those things but mixed in with those write restaurant reviews for locally owned restaurants in the area where you sell. (Share your review with the restaurant owner and invite him to link to it from his own site, thus generating additional traffic to yours.) Or maybe a local school is putting on a play or concert that is open to the public. Attend and then write a review in your blog post. (Share your review with the school’s newspaper. Some of those kids may have out-of-town relatives. If they are planning on moving to town, prior exposure to your site through those kids could be good for you.)
Or perhaps you own a shoe store. Blog posts which highlight walking and hiking paths in your area would be a good idea. A winery could keep a travelogue about day trips in the region. A pet store could highlight and review pet-friendly hotels and other businesses.
There should be some >> link between what kind of business you have and the topic(s) you blog about but the link needn’t be direct and ideally should not be self-serving.
Please note that this approach is different from something like article marketing, which is covered later. Writing about other businesses and organizations on your own web site still generates traffic to your web site and helps you be seen as providing useful information. With other avenues such as article marketing, your articles will be posted on a third party web site and you’ll get almost none of the benefits of this form of altruism. All you’ll be doing is referring readers to those other businesses and organizations.
How often should you blog?
Everyone has a different opinion about how frequently a business should blog. The real trick is sustainability. >> Blogging every day will be great for getting exposure for your site, but only for as long as you can keep it up. As soon as you run out of topics to post, days go by without anything new. Then days turn into weeks.
Better that you space out your posts (once you have a core of at least 10-20 published) to just one or two a week but to sustain that pace over the long term. By long term I mean several years.
Who should do the blogging?
The question of who should write your company’s blog posts hinges to a great extent on the size and nature of your company. Because blogging is like brand building in that it doesn’t directly generate sales, it should be considered a relatively low payoff activity. In that sense, you generally don’t want your salesmen or executive team writing the posts.
That said, >> your company’s blog posts will be a highly visible representation of the company so >> they must be written by someone with good writing and communication skills. They should also be done by someone with small pockets of spare time. A smart and ambitious receptionist or secretary would be a good choice.
An excellent alternative is to have managers and executives make audio recordings of blog content then use a lower level person to transcribe the recordings and write the actual postings.
If you do not have a dedicated person to handle the task of writing blog posts, >> you can outsource the job to a professional ghost writer. Some very good writers may charge as little as $20 per article, assuming you have an ongoing relationship and are asking for articles to be posted on a regular basis.
You could also have more than one person write posts. They do not have to all have the same tone but they should all be comparable in quality in terms of the technical aspects of the writing.
Going multimedia with your blog posts
A blog post needn’t be just a written article. It’s possible to embed photos, video, audio, graphics, tables and a variety of other multimedia elements. >> In fact, putting such elements into your articles will not only make them more interesting to your site’s visitors, but the search engines love them!
Making Search Engine Optimization Practical & Profitable
Much has been written about the subject of search engine optimization (frequently called by the acronym "SEO"); certainly enough to fill several books.
All of the search engines are rather secretive about their searching methodology, mostly to keep people from gaming the system just to get higher ranking. Still, most of what’s written has merit at least some of the time.
The problem is that much of it comes from technical people. >> Technical people sure do love their technology. Very often, getting a #1 rank in Google is the end goal. Nothing else really matters.
When >> trying to get a #1 ranking may be a fool’s game
If you’re a business person, >> the goal of ranking highly in Google or any of the other search engines only has merit if it leads to increased revenues and profits for your business. Otherwise it’s a fool’s game.
Not only will it take a great deal of time, money and attention to get that ranking, but it will take just as much to hold onto it.
Perhaps there’s a better way.
Forming a strategic vision for your online presence
Before you do anything else, you should define your goals. You don’t merely want more traffic to your web site. >> Post some free pornography and you’ll certainly get all the traffic you could ever ask for. But will that traffic translate into paying customers for your business?
So >> what do you really want? More sales, more revenue per sale, more repeat buyers, perhaps more names on your mailing list. There may be other goals but these are the big ones mentioned most frequently by serious business people.
Notice that these things share at least one major characteristic in common: >> they all involve prospects who want what you have to offer and are willing and able to pay for it.
So you don’t just want more traffic, you want more qualified traffic. That’s a lot more specific.
In order to know who you want to attract, >> you need a demographic profile of your ideal customer. If you run a liquor store, attracting lots of teenagers is of no value. Likewise, if you’re a car mechanic, you probably don’t want to draw people more than 10 miles or so away from your garage. An upscale women’s boutique generally has little use for attracting single men, children or indigent women to its website.
The more specific and accurate you can be, the better.
What goes into determining rankings
First let’s really understand what we’re talking about here. Search engine ranking is all about the various search engines deciding which web sites to display and in what order to display them when someone does a search for some particular term. (This also drives which ads are shown but AdWords is a topic unto itself which we’ll cover later.)
Searching for >> "movie rental" will not yield the same results as searching for "DVD rental". In fact, even searching for "movie rentals" (with rentals being plural rather than singular) will yield slightly different results.
So rankings are based on highly specific search terms. This is a good thing! >> It means that you can work on ranking well for highly specific terms that very closely relate to your business.
There are lots of things that go into search engine rankings. I already noted that the search engines are all highly secretive about what they look for and how they determine rankings.
In general, >> there are a handful of things that are commonly taken into consideration:
* Relevance - How relevant is your site based on the terms being searched for?
* Trust placed in you by the community - Have others posted blogs, comments, reviews, yelps, tweets or other "buzz" about your site? This counts for a lot!
* Being a resource for others - Do other web sites use yours as a reference? This is judged largely by incoming links. Lots of SEO specialists and many scammers try to get as many incoming links as possible but the links must be relevant. A hospital linking to a doctor’s web site is relevant, a shoe store is not. You may be penalized for too many irrelevant links.
* Having up to date information - While it’s true that some technologies haven’t changed in years, stale information counts against you on the internet. The search engines love fresh content.
The nuts and bolts of getting ranked
The first, and >> most important, thing that your web site must feature is content. That could be in the form of articles, newsletters, blog posts, videos, photos, music or any combination of the above.
If all you have is basically a sales letter, it may do well at converting traffic that lands at your site but there isn’t much room for optimizing it so that the search engines will index and rank it.
Your >> written content should be keyword rich. Not just any keywords, but ones specifically relating to your line of business.
By keyword rich, I mean that >> at least 50% of the words in the title of each post or article should be keywords that are part of some word combination your ideal prospects are likely to search on.
Let’s pick apart a real-world headline to see what I mean:
Why Pay For Higher Risk Of Old Drivers? Use an Online Car Insurance Quote To Save Money
This title doesn’t really have effective keywords at all. There is one long-tailed keyword phrase - "online car insurance quote" - but I would have rewritten the whole title to something completely different based on other principles of good copywriting. At any rate, of the 17 words in this title (which is also far too many, by the way) arguably maybe 5 are keywords: risk, drivers, car insurance, money. That’s just 29% and none of them unique enough to make the author’s website stand out from the sea of others online.
Here’s a better one:
Network Effectively in a Crowded Room - 8 Tips
Four of the nine words in this headline are keywords. Two others - "in" and "a" - are considered "nonwords" by most search engines and are ignored. That makes 4 of 7 words (57%) keywords.
Articles (a, an, the, etc.) and >> extremely high frequency words (is, are, of, etc.) are typically ignored by search engines. If you type a search phrase using some of these terms, they will likely be dropped and your search results will be based only on the "meaningful" terms you used.
In addition to 50% or more of the words in your title, 10% or more of the first 100 words of each article should be keywords.
For multimedia elements, >> there are alt tags and metadata. These data elements are not displayed on the screen for humans but they are seen by the search engines. Nearly 100% of the words in these alt tag and metadata fields should be keywords.
In addition, your articles may have alt tag and metadata fields which should be laced with keywords.
Since these fields are not for people to read, they don’t have to make sense or be grammatically correct. They just have to be relevant to your article and the nature of your web site.
How many >> keywords should you optimize for?
Like most things in life, there is not a black-and-white, right or wrong answer. >> Individual pages, assuming one article per page, should generally not be optimized for more than 10-12 keywords each. If you try to go much beyond that the search engines may consider it keyword "stuffing" and penalize you for it.
Within that limit of 10-12 keywords per article, you must also make sure that the keywords you use are relevant to the article, to one another and to your site as a whole. >> Surely you can see the obvious problem with using a list of totally unrelated keywords such as: teddy bear, bicycle, saw blades, massage, kung fu, snow tires.
Even if someone found your article, chances are good that it would not contain anything related to what they were looking for. >> This would not result in high quality traffic to your website.
As far as how many keywords to optimize for on your site as a whole, there really is no limit, so long as there is some cohesive theme. If you run a general store that carries a wide range of goods, it’s perfectly fine to have an equally long list of keywords. The key is that someone who finds your web site based on one of those keywords must be able to find what he or she was searching for.
One smart strategy is to break such sites into "departments" with each one specializing in a certain category of products or services. This is both customer and search engine friendly.
A tricky, >> under-the-radar way of getting ranked
There is >> at least one sneaky way of making it to the first page of Google. It won’t always work and is not completely free but it’s very low cost and, depending on your niche, can work often enough to be worth your while. Mostly it has to do with being newsworthy.
With some Google searches, you see not just a listing of web pages but may also see other categories of results mixed in. These include mentions in the news related to your search terms, shopping results, map locations, etc.
So if you can get in the news, you might automatically make it to the first page of Google for search terms related to the newsworthy event. >> The effect won’t last long but it can be a powerful driver to draw people to your web site.
When >> it makes sense NOT to optimize!
You may or may not have considered this but there are times when you do not want certain pages on your site optimized. In fact, you may even want them "hidden" from the search engines. For example, maybe you have a download page where customers can go to download some digital product they’ve purchased from you. Customers would only be directed to this page after paying. Obviously, you wouldn’t want people to be able to simply do a search, find your page and download your product without paying.
Web pages can be set with a property called "no index, no follow" which tells the search engines not to index that page and never to display it in search results. All search engines are set to honor such settings.
Obviously, >> if you are not allowing a page to be indexed, it would be a waste of time and effort to apply keywords to that page or to anything on it.