iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 1 Contact: [email protected] Issue date: September 2011 INSIDE: How to Get Your Website Top of Google’s Ranking in 24hrs or Less, Earn £162,000 a Year From Local Business Marketing PLUS the Lowdown on Kindle Publishing Success Inside this issue: Product Review: Kindle Special Which of These 3 Kindle Training Courses Could Really Help You Make Money From the eReader Revolution? ...............................2 Blueprint: Viral Video Traffic Generation Use the Power of Viral Video Marketing and Get a Top Google Ranking in 24hrs or less! ..........6 Business Blueprint: Local Marketing Help Save Your Local Businesses and You Could Pocket £162,000 Dear Fellow Online Entrepreneur, Welcome to the September issue of IID. We are kicking off this month’s issue with a Kindle special in which our resident reviewer, Dan Thorley, takes a look at the top three Kindle products available on the market today. This is a really hot topic right now – and one you’ve all been asking for more on – so I hope you enjoy it, and, as ever, do get in touch with your feedback/experiences or topic requests via [email protected] Next up we have another cracking blueprint from Rob Cornish which proves you don’t need to be an SEO wizard to get your website featured on the coveted page one of Google. And after that we have two very different online marketing opportunities both of which are bang on the money when it comes to the current upsurge in the popularity of location-based selling and creative “guerrilla” projects. It’s a lot to get through, so let’s get stuck in. Enjoy the issue and do feel free to email me your thoughts and suggestions for future issues at [email protected] Best regards, Per Year ...................................10 Internet Marketing Strategies Beat the Recession With These Guerrilla Internet Marketing Nick Laight Editor-in-chief Internet Income Detective Tactics ......................................12 please turn over iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 2 bit of digging to find out whether they really are worth your money… Product Review: Kindle Special Which of These 3 Kindle Training Courses Could Really Help You Make Money From the eReader Revolution? Product 1: The Kindle Cash Machine: http://kindlecashmachine.com The first Kindle course we are going to review is called The Kindle Cash Machine. It’s a downloadable guide that teaches you how to publish and make a profit on the Amazon Kindle Platform. B ooks are an important part of our life. Not only do they give us information and entertain us, but they also provide us with a certain amount of comfort (especially if you happen to be spending the next 30 minutes of your life on the Northern Line with your face three inches away from someone’s armpit). The 69-page PDF takes you through everything from making an eBook, to publishing and marketing it and, finally, how to earn money from it. But books can be very heavy and you can’t carry them all with you at all times… Here is a summary of the concepts outlined in the course: However, with the advancement of technology today, eBooks and eReaders have changed how we read. Now we can carry as many books as we like wherever we go and read them whenever we want, a fact that a number of Internet marketers have been quick to take advantage of. • Getting your book published fast and how to do it step by step How? • Become a coveted Amazon.com featured author and create a new income stream for yourself • Learn what Amazon Kindle is and why it’s the biggest publishing breakthrough in a long time • How to market your book utilizing Amazon.com and what kind of sales you can expect Well, the Kindle not only provides a new method of consuming content, but also provides an exciting opportunity for anyone wanting to publish their work at no cost and earn money from it. • Pull in more business by telling your prospects that you have a new book available on Amazon.com • How to get your eBook to become a hot item on Amazon Sounds interesting, especially to authors who want to make money from writing. The purpose of this course is to help struggling/newbie writers who are searching for readers, or people who have tried to publish an eBook before but did not have any success with it. Anyone with an Amazon account can now publish a Kindle eBook. Unsurprisingly, in the wake of the rise in the popularity of the Kindle have come a number of products claiming to teach anyone how to make a lot of money through publishing eBooks on the Amazon Kindle store. The Kindle Cash Machine aims to help individuals achieve their dreams of writing a book and becoming a published author with all the associated respect and notoriety. In fact, if you have an eBook ready to publish, you can literally have it done overnight. Don’t get me wrong, this is not a simple “point and click” Given that this is such a hot topic – and at the behest of a number of IID readers – we’ve picked three of the top-selling Kindle courses out there and done a It is my intention to be as accurate in fact, detail and comment as possible. However, the publishers and their representatives cannot be held responsible for any error in detail, accuracy or judgement whatsoever. Internet Income Detective is sold on this understanding. ISSN: 17558131 All subscription correspondence to: Internet Income Detective, Subscription Office, Unit 1, Hainault Works, Hainault Road, Little Heath, Romford, RM6 5SS.Tel: 0208 597 0181 Fax: 0208 597 4040. Registered office: Canonbury Publishing Ltd. Curzon House, 24 High Street, Banstead, Surrey, SM7 2LJ. Registered in England No. 4765425 Vat Reg No. 811 5700 64 © Copyright Internet Income Detective 2011 2 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 3 system, but it is a system that provides a lot of step-bystep instruction, from choosing a topic to write about, to formatting and publishing your work on the Amazon Kindle. really have been included in Chapter Two). The latter chapters talk about how to make more money with your eBook on Amazon and a recommendation to publish the same eBook to another well-known self-publishing service. For more tips and other strategies, you will need to watch the bonus videos to see the step-by-step processes on how to get each phase done. So let’s get to the meat of the system by discussing each chapter, a total of seven chapters in all. Chapter One talks about the use of Kindle, its advantages and some of its important features. Overall, I think The Kindle Cash Machine is a useful guide for publishing on the Amazon Kindle and for those who want to test the waters of eBook publishing. If you are a newbie and don’t know where to start, this course will guide you through the basics and help you choose the most profitable topic to write about. It does cover everything up to and including promoting your work – although not always in great detail. This chapter is all about writing an eBook and includes tips on searching for a profitable topic to write about; if you currently struggle to find “hot topics”, this course gives you tools and tips on where and how to find them. It also guides you through setting up an account with Amazon. Once your eBook is ready to publish, Chapter Two takes you through how to organize it to make it look appealing on the Kindle screen. Contact: Basically, you’ll learn how to format your eBook for publication; you’ll learn how to organize your eBook information so that you can quickly upload it using the Digital Text Platform and some dos and don’ts when it comes to writing an eBook. There is a video to accompany this chapter that covers how to use the Digital Text Platform. The Kindle Cash Machine By Bryan D. Toder Price: $37 (around £30 including VAT) Website: http://kindlecashmachine.com Product 2: Kindle Profits Exposed http://kindleprofitsexposed.com Today’s second Kindle product is Kindle Profits Exposed by James Jones. In some ways it’s pretty much the same as the The Kindle Cash Machine but rather than focusing on teaching you how to find a profitable subject to write about, Kindle Profits Exposed focuses on how to generate profits from public domain books, PLR content and eBooks. Note: “Kindle Digital Text Platform” is now called “Kindle Direct publishing.” Chapter Three discusses copyright, trademarks, how to price your eBook and how to get paid. An eBook is considered as intellectual property so you need to protect yourself and your work. The tips and advice that are mentioned here are really helpful. As you would expect you will be using free content available on the Internet and so don’t have to worry about writing your own material, making this a supposedly easier and quicker route to making money from Kindle. Then comes the most important part: Chapter Four covers information on how to market your eBook through various Internet marketing strategies, particularly social media marketing. The hype on the website says you don’t need to have your own website, there is no need for traffic or an autoresponder, and you can set up and earn a profit within 10-15 minutes. To an extent this is true because Amazon will provide all that for free. This is where Internet marketing comes into the picture as you look to boost your profits. Rather disappointingly however, this chapter only really gives us a summary of the steps needed to promote your Kindle eBook alongside tips on how to upload your eBook to the Digital Text Platform (which should The course starts by explaining how you can leverage one of the Internet’s existing eCommerce sites (which is of course Amazon) by selling digital content please turn over 3 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 4 identical eBook! to the growing number of Kindle users. It goes on to explain what a Kindle is, its features and what kind of content to load in your Kindle store. It also promises to provide a business opportunity that can help you make money without a website and without having to write your own work before explaining how to use public domain books, PLR books and eBooks. This course includes a bonus video about how to earn even more money from publishing free content but I believe there is something missing even here, and that “something” is how to promote your product. Putting your work on Amazon and just leaving it doesn’t guarantee that you’ll make any money. Yes, Amazon will be the one in charge of selling your product, but remember, there are over 950,000 eBooks listed in the Kindle Store which Amazon is also selling. This course details how to find public domain books using Google Books (http://books.google.com/books), PLR content and other free content which you can use as your own work to publish through your Amazon Kindle store. There are detailed step-by-step instructions on how to get this done and additional information on where you can find other free content to use too. There is a small section included in the course which shows you how to add keywords to make your product searchable, however, this is only briefly covered – I guess this is the part that you need to do by yourself, but to do so you need to understand how Internet marketing works in the first place. If you have an eBook ready to publish, then it’s time for you to list your Kindle eBook for sale on Amazon using the Digital Text Platform. You will need to enter all the details about your book (i.e. title, author, image). Then you need to decide the price for the product. You won’t get lost in this phase as there is a detailed explanation in both the video and the PDF on how to upload your eBook. Finally, PLR content and public domain books will indeed make you money but they won’t give you satisfaction as a writer because they are not really yours. Also, if this content does make you money, it won’t be that much as the chances of a duplicate product existing is very high and will negatively affect your selling price. And that’s pretty much it. Yes, this course will show you how to find free content to upload... there is a lot of public domain and PLR content available out there and it’s as easy to set up as filling out a form and uploading. However, there are some problems regarding the use of free content... Contact: Firstly, PLR eBooks may not be your best option. Obviously, PLR content is not unique because a lot of people may be using the same content, which raises the issue of duplication. Website: http://kindleprofitsexposed.com Kindle Profits Exposed By James Jones Price: $49.99 (around £40 including VAT) Product 3: Kindle Nook Unleashed http://kindlenookunleashed.com You could of course edit or rewrite the material, but that would take time and effort. Duplicate content can reduce the value of the work and your credibility may also be affected. Nevertheless, there have been some great successes with PLR content, for instance, the hit “The Secret” came from the public domain. Our final Kindle product is called Kindle Nook Unleashed. It is written by Keith Currens and Atif Othman and is composed of a set of seven step-by-step videos that walk you through publishing eBooks on the Kindle and Nook platforms. Secondly, while it’s true that you don’t need to have a website to start with (because you will be taking advantage of Amazon which will generate sales for you on autopilot) and whilst you may also gain access to millions of products to sell through public domains, because it’s free content there is a possibility that a lot of other like-minded people may have already published the same content in the Kindle store before you. Naturally, you don’t want to be competing on the same platform with people who have a practically The course starts by showing you how to locate good PLR content from sources like eBay and Google Search, as well as the types of books that you should be uploading to your Kindle store. Which is helpful because you need to make sure you have profitable 4 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 5 content to upload! Publishing eBooks to the Kindle Store is relatively easy, but what I like about the course is that it makes it even easier by providing you with: The next two videos demonstrate how to organize and format your content before publishing. These parts cover how to set up your title, how to make the cover of your book, how to set the author name and how to find suitable keywords for your content to make it searchable by search engines. • Advice on the best tools to use • Help choosing the most profitable topic to write about • How to promote your eBook using the most effective Internet marketing strategies The next video reveals how to publish your work with Kindle Direct Publishing, as well as suggesting other online book publishers you may want to publish it with. The Kindle Cash Machine guides new authors through each step and you’ll be learning the marketing secrets integral to selling more copies of your book. Unlike the two other courses, which recommend only the use of PLR content, you will ultimately have a unique product that people are searching for because you’ll be creating content based on current “hot topics”. After publishing, the next video explains how you can promote your work through www.fiverr.com. If you haven’t heard of fiverr yet, it is a place where people can offer or request services for $5. This product also includes 40 PLR eBooks to get you set up right away as well as training on how to make those books unique, and a resource guide, making it ideal for anyone who wants to take advantage of the flourishing eBook market. Also, I like the way this course emphasizes the importance of marketing your eBook as this is the key to making money. Although Amazon is an incredibly popular eCommerce site, you’ll still need to market your product to drive people to your Amazon store. Like any piece of content online, you need to get the word out about it. So after uploading your eBook to the Kindle Store, The Kindle Cash Machine will guide you on what to do with it next and how you can maximise your profit. One good thing about this product is that the materials are presented in both video and audio formats, and you can choose how to use the system. All instructions are laid out in an easy-to-follow layout. It’s very newbie-friendly and every step or tool is explained as to why it should be done or used in a particular way. Actually, all three courses are pretty much the same – the only difference being the type of content they suggest. Like Kindle Profits Exposed, Kindle Nook Unleashed only suggests you use PLR content, which I think is disappointing. The number one concern here is the uniqueness (or not) of the content. Even if you rewrite the content, it can still be less appealing to readers and a more competitive niche within which to operate. If you want to publish an eBook instantly, you can resort to using PLR content, but I doubt if that will really make you a lot of money. Some people actually believe using PLR content can give you a bad reputation. That’s perhaps taking things a bit far, but one thing that should concern you is this: PLR content is often poorly written and it takes time to edit – a lot of time if we are talking books. So, just remember – not all shortcuts are beneficial! Contact: Kindle Nook Unleashed The verdict If you are looking to make a lot of money, then you should stick with original content. If you can’t think of a subject to write about, then use PLR content to help you generate an idea. What’s more important is that you know how to market your product and make more people aware of your Amazon store. Out of these three Kindle courses, I personally think the best is The Kindle Cash Machine. This course not only provides opportunities to authors looking to publish their own work, but also to anyone who may have been dreaming of becoming a writer. Publishing an eBook can help build your business brand online and it can add to your credibility as an online marketer. More people will become aware of you and relate you to that topic, building your please turn over By Keith Currens and Atif Othman Price: $37 (around £30 including VAT) Website: http://kindlenookunleashed.com 5 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 6 A great example of the latter are the videos made by Peter Oakley, an 84-year-old pensioner from Leicester under the YouTube pseudonym “geriatric1927”. You can check out his content here: http://www.youtube.com/user/geriatric1927. reputation, not only as a respected Internet marketer, but also as a credible online entrepreneur. Publishing one eBook alone is unlikely to make you a lot of money but you can add it to your marketing efforts to boost your online presence. If this is your aim, don’t be too concerned about making a lot of money with your eBooks, rather focus on building quality content that your readers will deem beneficial to them and you will, in the long run, reap the success brought about by your hard work. However, the BIG problem with viral marketing as a traffic strategy is that it is incredibly difficult to manufacture content that will go viral. The process is very hit-and-miss and we could even say that viral content happens essentially by chance. STOP PRESS! The research team at IID are currently testing a new angle on the Kindle Publishing opportunity. It avoids all the issues of PLR duplication and looks like it really could be an easy way for anyone to start earning a recurring income. Look out for updates in your regular IID eLetter! A great way around this is to “piggyback” existing viral content. This way we remove a great deal of the hit-and-miss nature of viral marketing and concentrate on factors which are directly under our control. Video marketing If you’ve ever tried to gain higher rankings in the search engines (aka Search Engine Optimisation or SEO) in order to generate traffic, then you’ll know that the process can be extremely time intensive and often takes months to become effective. Blueprint: Viral Video Traffic Generation Use the Power of Viral Video Marketing and Get a Top Google Ranking in 24hrs or less! In my view, traditional SEO is getting harder by the day… the number of websites in existence has exploded in the last two to three years thanks, in part, to the proliferation of “Web 2.0” properties such as blogs, Squidoo Lenses and HubPages which have made it incredibly easy for anyone to get their own web property. By Rob Cornish I ’d like to share a strategy that can get you on to the first page of Google within 24hours and generate significant amounts of traffic to your website. But the double whammy is that Google continues to favour “authority” sites with each of its infamous algorithm updates. This method is actually a synergy of viral marketing and video marketing techniques, so let’s start by looking at each of these components separately... However, these issues are largely confined to content in text format such as articles and blog posts for which the competition is becoming increasingly fierce. Viral marketing Viral marketing is basically about “word of mouth”. A great solution to this competition problem is to turn to videos, which are much easier to rank in the search engines. People see great content and use communication methods such as email, Facebook or Twitter to pass it along to their friends, colleagues and contacts. If the content is good enough then those people pass it on too and an iterative process begins which becomes explosive! The viral-video synergy By “piggybacking” video marketing with viral marketing we get the following benefits: The exciting thing about viral marketing is that it works not only for multi-million pound advertising campaigns such as the “Cadbury’s Gorilla” TV advert (http://www.youtube.com/watch?v=TnzFRV1LwIo) but also for ordinary people (like you and me!) creating content at home. 1. Siphon off traffic from existing viral videos 2. Videos are easy and quick to make 3. Compared to text articles we can rank much higher in Google in a shorter amount of time 6 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 7 highly recommend it. You can try it out for free here: http://www.techsmith.com/camtasia. Ranking videos on the first page of Google within 24 hours Alternatively, try one of the free alternatives such as authorSTREAM (http://www.authorstream.com) or Screencast-o-Matic (http://www.screencast-omatic.com). To introduce the complete strategy, let’s take a look at a method I’ve used to create and rank a video on the first page of Google within 24 hours. Step 1: Find a long-tail key phrase in your niche Step 4: Upload to YouTube If you don’t already have a YouTube account then you can sign up for free in just a few seconds. It is very easy to get started and upload a video. Long-tail key phrases are Google search terms that only receive a small number of searches per day. Whilst you will never receive a ton of traffic from targeting these long-tail key phrases, you can gain small amounts of passive traffic on an ongoing basis. This can really add up over time and so it’s well worth considering for the small amount of work necessary to do this. Step 5: Add some music I should point out that YouTube strongly disapproves of using copyrighted music on videos. In fact, it has an extremely clever “listening” algorithm that scans your videos automatically after you upload them! Also, the competition for long-tail key phrases tends to be much lower than for high-volume key phrases. What is more, the competition is even less than usual if you make videos as opposed to text articles! For this reason, don’t be tempted to use music by your favourite band as the chances are YouTube will disallow your video. So this first step involves using a tool such as Wordtracker (http://www.wordtracker.com) or the Google Keyword Tool (https://adwords.google.com/select/KeywordToolExt ernal) to find search terms in your niche that have search volumes between 500 and 1,500 searches per month. Instead, you can use YouTube’s inbuilt AudioSwap feature to add a royalty-free soundtrack to your video. Step 6: Optimise the video It is critical to get this step right otherwise you’ll likely end up on page 57 of Google rather than page 1! There are five things that you should do at this stage: Step 2: Create a slide presentation Here you need to create a small number of slides (five to ten is fine) which contain some relevant and helpful content that is related to the search term you have chosen to target. 1. Ensure that the long-tail key phrase you’re targeting is in the title of the video (preferably at the beginning). 2. Place a link to your website (or whatever location you want to send traffic to) in the first line of the description. This will ensure that the link is still visible and clickable when the video plays without the viewer having to expand the “Show More” section that is displayed below your YouTube video. To do this you can use Microsoft PowerPoint, Keynote (for the Mac) or free presentation software (just search Google for this). Go to http://sxc.hu to grab some royalty free images to make your slideshow more attractive. Also, brand your slides with the web address of the site you want to send traffic to. Simply add the URL as a footer on each slide and include a call to action on the last slide in the series encouraging people to pay your site a visit. 3. Fill out the description field with at least 400 words of text relating to the topic of the video. You might be surprised at this recommendation as most YouTube videos have relatively short descriptions. However, I have a marketing contact that personally tested this and he has found that longer descriptions lead to better optimisation and ultimately, better Google rankings. please turn over Step 3: Turn your presentation into a video You can do this very easily using screencast software such as Camtasia. I personally use this and I 7 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 8 To make this step faster you could repurpose some of the text that you used for your presentation slides and use it directly in the description field. Viral video piggybacking As we mentioned earlier, creating your own viral content is a very haphazard business so leveraging the power of existing viral content – or piggybacking as we shall call it – is a much safer bet. After writing the main description include a section at the bottom which starts with, “This video is also about:” followed by a list of five to ten closely related key phrases. You can find suitable ideas for this from the Goole Keyword Tool. To do this with YouTube we first need to find existing videos that have gone viral. This can be done in a number of ways: A niche I’ve been recently investigating is raw food so using this as an example, our main key phrase could be “raw food recipe” which according to the Google Keyword Tool, receives around 1,000 exact searches per month: 1. YouTube Charts (http://www.youtube.com/charts) This service gives you a list of videos that have received the highest number of views in a particular category over a specified period of time. This is a great provision from YouTube and one that is self-fulfilling in the sense that once a video makes it onto these lists the chances are it will receive even more views in the future! 2. Viral Video Chart (http://viralvideochart.unrulymedia.com) According to owner Unruly Media, this is the World’s largest and most comprehensive database of online videos. It provides a similar list to YouTube charts except that videos are ranked by the amount of activity on Facebook and Twitter. Given the increasing popularity of these social networks and the fact that this chart is used by the likes of The Guardian, TVGuide and Sky, it makes a great deal of sense to pay close attention to high ranking videos on this site. Looking down the list gives us plenty of related keywords to insert into the description field of our YouTube Video: 4. Select the correct category for your video and choose “Allow comments automatically”. Comments are an important factor in how videos are ranked both inside YouTube itself and in Google search returns, and doing this will ensure that all comments get posted immediately below the video. 3. YouTube Trends (http://youtube-trends.blogspot.com) This blog is a nice complement to the previous two services mentioned above as it includes commentary on the videos covered – excellent for generating ideas and identifying themes that are trending well in the online video world. Step 7: That’s it! In my case, the steps above were enough to get my video on the first page of Google within 24 hours. After identifying a video relevant to your niche, the next step is to post a video response. You can do this by clicking in the Comments box below the video and then selecting “Create a video response”: However, depending upon the key phrase you select, the number of existing YouTube videos dedicated to your topic and the specific competition level, results will obviously be different. For example, you might find yourself catapulted to number one immediately or disappointingly relegated to page 2 or 3. Then select the video from your account that you’d like to respond with. For this reason, we are now going to look at more tactics which will give you greater control over the outcome of this method plus some additional ideas for “piggybacking” existing viral videos... Obviously, your video needs to be relevant to the topic of the one that you’re responding to. You can create your video following the steps we discussed 8 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 9 properties but very rarely to their videos hosted on services like YouTube. This fact alone makes it almost a no-brainer to create a small number of backlinks so that you can stand above the rest in SEO terms. previously or alternatively use a webcam to record a response. If you decide upon the second option then don’t think that you need to spend a lot of time creating an extensive response; some of the best responses are just a few seconds long where the person says what they like about the original video and adds a couple of thoughts of their own. Some quick-and-easy ways of building links to your videos are: • Blog commenting • Submitting articles to article directories If you want to take a look at some examples of YouTube video responses then go to Google and type in: • Creating a Web 2.0 property such as Squidoo or HubPages • Posting on Twitter or Facebook site:youtube.com “This video is a response to” <Name Of Your Niche> • Posting links on social bookmarking sites like StumbleUpon or Delicious At the bottom of the video you’ll find a link marked as “This video is a response to” and then the link to the original video. Even if you build just one link it will be worth it since no one else ever seems to bother! 3. Syndicate your video Piggybacking SEO So far we have focused exclusively on YouTube since it is “the daddy” when it comes to video hosting. Also, Google owns it and therefore it likes to rank YouTube videos well in its search engine results pages. When creating a video response to a viral video you can follow the tips we discussed previously about the description and links. However, there are some additional things that you can do which will significantly increase your chances of ranking well in Google and YouTube and maximising the traffic you get back to your own website. However, there are many other video hosting sites out there, Vimeo, Yahoo! Video, etc. You can submit your video to them manually or use a partially automated solution. 1. Emulate the title and tags from the viral video A full discussion of the latter would mean us going off on a bit of a tangent in this article, but if you would like to know more then I would suggest checking out Tube Mogul, Traffic Geyser or simply searching Google for “video syndication”. When it comes to the title, you don’t have to copy it exactly but try to include the main phrases and keywords that are included. For example, if it is entitled “Yoga For Beginners – A Simple Guide” then you will want to include “Yoga For Beginners” in your title too. If you like you can use the Google Keyword Tool in order to find out popular search phrases but just using your common sense and intuition is absolutely fine. 4. Use fiverr.com If you haven’t ever visited fiverr.com then please do so immediately! It is unbelievable (and quite scary in some cases) what people are willing to do for $5... When it comes to improving the rankings of your video, fiverr.com can be a useful resource. There are gigs (the name given to jobs) where people will add views, comments, likes and shares to your videos. YouTube and Google take into account all of these in its rankings so this is a great option that you might like to consider. Next, go to the viral video and click on the “Show More” section below it. There you will find a list of tags. Copy these exactly into your own video. Emulating the title and tags like this will vastly increase your chances of appearing in the “Suggestions” list that appears in the right-hand sidebar of YouTube when people are watching the original viral video. Another great way of gaining popularity and traffic! I’ve used fiverr.com several times myself and although I haven’t been “stung” yet (touch wood!), my only recommendation is to be careful to ensure that you select a provider with a decent amount of positive feedback. please turn over 2. Build some backlinks Many marketers build backlinks to their other web 9 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 10 It’s a wrap! to put you in the picture. If you’ve never made an online video before then my advice is to overcome your apprehensions and just do it! You don’t need to spend a great deal of money on equipment and as I showed you earlier in the article you can even get on the first page of Google by just converting a slide presentation and adding some simple music. In February I was out treating my Dad to a paraffin heater for his cold box (something to do with gardening, I believe!) We visited a large well-known garden centre because I’d seen the exact model he wanted there. As we were leaving in the car I asked him had he been to X Nursery, which he replied, “No”. Good luck with your viral-video traffic generation! It was only a small detour on our way home but he didn’t realise this nursery existed... and not many other casual visitors do either. Rob Cornish offers FREE step-by-step video training in his Kick-Start Profits programme. To sign up and receive a complimentary copy of Rob’s book “101 Profitable Niches Analyzed – And How To Profit From Them”, please visit: http://www.KickStartProfits.Com I’ll explain... Picture this: it’s the second week in February, it’s freezing cold, who in their right mind is going to be visiting a garden centre? Actually, this place is an industrial nursery that supplies other garden centres as well as the public. So, there’s my Dad and I casually wandering around when “Big Dave” approaches us. Business Blueprint: Local Marketing “Looking for anything in particular guys?” asks Big Dave. Help Save Your Local Businesses and You Could Pocket £162,000 Per Year “No mate, I’ve just brought my Dad to show him all the stuff you’ve got here. He’s been living around here for 40 years and didn’t even know you existed!” “If I had a pound for everyone that said they didn’t know we were here... I’d be close to retirement now!” exclaims Big Dave. By Neil Travers N ow more than ever small local businesses need marketing help and support to drive more traffic and generate more leads. The pressure facing business owners today is immense with the cost of doing business continually rising and the disposable income of customers declining. “Really?” I said, “Apart from the brown road sign that you have what other marketing do you do?” “We’ve got a website, but it’s c##p really. We don’t really do anything else. Just rely on word of mouth.” And that’s how the conversation started. Simple introduction by him to say hello, I asked questions based on something he said. This year I’ve signed up a lot of local businesses to provide their marketing both on and offline. To cut the story short, I didn’t sign him up there and then. I gave him a few little ideas and he said “You know your stuff, don’t you. Can we have a sit down to talk about this more?” Each business operates in a different field, good if you don’t want to limit your exposure to any one industry! How did I win these clients? I said, “Listen, give me your web address so I can take a look, no promises but if we sit down it’s going to cost you money. Money well spent though as you’ll get more footfall, more leads and have more money ringing through the till. Guaranteed.” Well I simply can’t help myself sometimes. I ask lots of questions of people, particularly to business owners and try to understand their pain. Earlier this year I signed up a large industrial nursery and garden centre to do their online marketing but, before I tell you how, let me tell you a quick story My new client Big Dave is pretty typical of most local businesses. Their pain is generally universal: 10 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 11 “Footfall is down!” “Business is tough!” “No one is buying!” Look, if you only served 10 clients per month at the basic £300 per month level, that’s £3,000 turnover. These aren’t excuses; it’s simply that most business owners are good at doing one thing – their thing. What they’re not good at is marketing. The monthly running cost associated with this, assuming you do a level of outsourcing, is approximately £500 and that’s erring on the high side. Direct response marketing, whether that’s online or offline is a valuable discipline and if you’ve been involved in the Internet marketing arena for a while you will have sufficient knowledge to explore providing a service to local businesses... a service you can charge for. Now imagine if you have tiered levels of service at say £500pm, £750, £1,000 and £1,500. Our biggest client pays us over £1,500 per month. It won’t take many clients to build up a nice little amount each month! And the benefits don’t stop there. Your charging structure is based on what you plan to provide and also the value proposition that you can build in your pitch. As you build up your client base you are also creating a very valuable asset for yourself. Our basic level of marketing support starts at £300 + VAT per month and rises as the level of support and ‘done for them’ marketing increases. There are businesses out there that are always on the lookout for profitable AND cash-generating businesses to invest in or buy outright. Plus, businesses that have recurring income are very appealing. There are a wide variety of services you can provide including: For example, say you spent the next 12 months building up your business and you sign up three new clients (on average a month – and that’s on the low side), then you’ll have 36 clients at the end of 12 months. • Local SEO • Blogging • Content From the pricing structure above, the average amount they pay is £500 per month. Some will be more and others less, but we’ll average out at £500 per month. • Link Building • Email Marketing • Web Design • Web Redesign Your monthly income could be 36 x £500 = £18,000 per month or £216,000 per year. If we take your costs out at 25% (on the high side) then your net profit before taxes would be around £162,000. • Social Media • Pay Per Click • Forum/Blog Marketing Not bad. And more! However, you could sell this business to another firm for a multiple of the net profit. These multiples vary, however I do have a recent example from a friend of mine who did just this and got six times annual profit. There are two ways that you can provide this type of service: Get to know their business and do all of the marketing for them; what I mean by this is create and write all the content, sales literature and design graphics... Therefore in this example you could sell your business for £972,000. Or, outsource some tasks, which will eat into your pricing but lessens the burden on you. As long as you’re organised and work to a schedule for each client, this is a business that can run like clockwork and is a win-win for all involved. Remember, these numbers are hypothetical but the process and outcome isn’t. You may only get three times earnings giving you £486,000; that’s still a nice chunk of change” to walk away with and enjoy yourself with while you think up your next project! You leverage the knowledge that you’ve developed over the years and your client sees the benefit of this in more leads, higher footfall and ringing tills! This is a very lucrative and enjoyable business model. please turn over 11 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 12 Neil Travers tactics can’t still be employed. The objective is to capture the customer’s imagination not shock them. There are ways for all businesses to utilize guerrilla tactics, it is all a question of risk tolerance, stepping outside of one’s comfort zone and doing something that hasn’t been done before. Internet Marketing Review Want more help and information selling to local businesses? Why not take us for a two-month test drive? Visit: www.internetmarketingreview.com/2months But if “edgy” or “pushing the boundaries” is your thing, a guerrilla campaign is often the only way to implement a subversive, ironic or viral campaign. And bearing in mind that today’s consumers will gravitate toward campaigns that ooze original and emotive content – word of mouth has a big role to play – it’s a hugely effective way to get you noticed, and quickly. Internet Marketing Strategies Beat the Recession With These Guerrilla Internet Marketing Tactics So what is guerrilla marketing? Guerrilla marketing as a concept was introduced in 1984 by author Jay Conrad Levinson, and over the last 25 years the popularity and methods of guerrilla marketing have grown rapidly. One of the main reasons that guerrilla marketing has become so successful among small business owners is the emergence of the Internet and the means to circulate ideas and concepts quickly and cheaply. I n tough economic times we try to save money wherever we can. In business, and for small businesses especially, this often means cutting back on marketing or, worse still, abandoning it altogether. But history shows that failing to market during a recession can be particularly bad for business long term. When marketing stops, sales inevitably decrease creating even greater cash woes, but it’s the failure to maintain a strong company profile that has the most negative effect. If a business is seen to be floundering or “off the radar” even long-standing customers lose confidence and head elsewhere, and when the recovery finally arrives that’s when the problems really start. While difficult to define exactly, guerrilla marketing is ostensibly any promotion that seeks conventional goals while using unconventional methods. Its aim is to promote a product, business or idea as ingeniously as one can. A guerrilla campaign should be: • Unconventional So it’s important to market at all times. During a recession the aim is not to cut back but to modify your marketing plan reflecting the changing economic conditions. Professional marketers are always looking for unique and clever ways to connect with the customer and when times are tough and budgets slashed, traditional mainstream methods play second fiddle to more unconventional, guerrilla tactics. • Unexpected • Evocative • Unique • Memorable • Interactive • Disruptive • Truthful Guerrilla marketing was made for small business owners as it doesn’t necessarily require a big budget. If you’re really smart it hardly requires a budget at all – especially with an online campaign. If successful they can generate a great deal of attention largely because of their inventive and often subversive nature. Online vs offline What it does require, however, is time, imagination, flexibility and a willingness to take a little risk. The aim is to get noticed, to set your business apart from the competition and earn a reputation for being creative, fun or different. It should be noted that guerrilla marketing is generally more controversial offline than online. The Internet, by and large, is a hugely tolerant democracy where pretty much anything goes. It takes imagination and skill to grab the attention of the global community. Okay, that might not be at all appropriate for certain industries or their clientele; financial services, law and insurance, for example, but that doesn’t mean guerrilla Towns and cities, however, are governed by all manner of laws and social conventions. Add to the mix 12 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 13 Arguably the most important aspect of any successful online guerrilla campaign is staying one step ahead of the public. As consumers become wise to ad agency efforts, marketers have to figure out how to snare us from unexpected angles. With no stars, or script and a budget of just £30,000, University of Central Florida Film School friends Daniel Myrick and Eduardo Sánchez successfully blurred the line between reality and fiction. the sensibilities of the easily offended and an offline guerrilla marketing campaign can very quickly become newsworthy. Take fly posting; illegal advertising displayed on public or private property without the owner’s consent. It’s the simplest form of offline guerrilla marketing there is. Imagine the reaction of a small local community to a campaign of posters, say, from a pressure group highlighting animal cruelty with very graphic images. An identical campaign simply posted online is unlikely to cause similar discord. However, if the pressure group were to video the angry reactions of the local community, then embed it onto video sharing and social networking platforms then the impact would be significantly increased. Unable to afford advertising for their venture Sánchez set about creating an apparently legitimate account of the Blair Witch by building a website dedicated to the mystery. The so-called Witch was a fictitious, woods-based ghoul who’d been murdering Maryland residents for the last century. His aim was to make the accounts so real that by the time the film came out the legend was already established, talked about openly and, most importantly, believed. Sure enough, through word of email, chat rooms and forums (this was pre the social networking phenomenon), it was quickly seized upon by gullible spook-seekers everywhere and before long the legend – or urban legend – was born. On a much larger scale, do you remember Benetton’s controversial ads which used shocking images? The deathbed scene of a man dying, an image of a bloodied T-shirt ridden with bullet holes from a soldier killed in the Bosnian War. Now it could be argued that Benetton’s ads were unnecessarily gratuitous, but the campaign caused great debate and was regularly featured in the national news and press. Benetton, of course, always claimed their campaigns were less about advertising and more about making political statements on sensitive issues! The film came out with the tagline: “In October 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary. A year later, their footage was found.” More “shockvertising” than guerrilla marketing, the campaign nonetheless utilised many guerrilla tactics, but had it – like our fly posting example above – simply been presented online would they have been as divisive? Maybe consumers have become more cynical to advertising and immune to shock tactics but the point remains, even the most dramatic images can be underwhelming online, which is why seeing them presented in an offline context can have a greater impact. Audiences were expected to believe that the shaky, low-quality videotape of the terrified kids running around in the woods was an edited-down version of real recovered footage. Although it was a highly inventive way of making a film, it was hardly a classic and was chock full of holes, but it didn’t seem to matter. Audiences loved it, and believing they were watching a genuine, terrible event, told their friends, who in turn told theirs. At that point, the “I’ve got to see for myself” factor took over, and Blair Witch dominated at the box office. Pretty soon, thousands of people were scared of the Blair Witch. So when creating a deliberately provocative campaign set up the stunt offline first. Photograph or record it, then circulate every which way you can online. Guerrilla marketing, incidentally, isn’t viral marketing it’s more strategic and direct, appealing more to local and regional markets rather than a global one. Its aim is to surprise or ambush the consumer’s attention and create an immediate response. A viral campaign, especially a successful one, is difficult to control or monitor. Even when the actors who played the “film students” started showing up (alive) doing interviews many people refused to believe the Blair Witch wasn’t real! Considered the most effective horror hoax ever, and without doubt the most ingenious online guerrilla campaign there has ever been, the film grossed £150 million worldwide. A much less controversial but hugely successful online guerrilla campaign was for 1999 film The Blair Witch Project. http://www.blairwitch.com 13 please turn over iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 14 • Thinking time – Analysis, ideas and creativity. Coming up with a great concept invariably means throwing out a dozen good ideas first. Don’t settle for your first idea however good it may seem. Better it. Then better it again. Remember, your ultimate goal is to get attention and make a positive connection with your customers. You are more likely to achieve this if your concept is original, so do a little research and make certain your idea hasn’t been done before. Guerrilla marketing is not traditional marketing Its provocative content often precludes the use of Guerrilla marketing in mainstream media such as print and TV where advertising standards have to be adhered to. Guerrilla marketing is a cheap system of promotions that relies on time, energy and imagination. Typically, campaigns are unexpected and ideally interactive. The objective is to create a unique, engaging and thought-provoking concept that generates a short-lived buzz. • Initiative – The ability to want to do something, and the ability and inclination to get it done. This is key, without a budget it’s all down to you. Ensure you care enough to put in the hours. A few things you shouldn’t do It’s easy to shock people, much harder to surprise them in a positive way. So make it a priority never to intentionally upset, offend, scare or provoke your customers. Your goal should be to implement a campaign that they will embrace, enjoy and share with friends. Try not to think of guerrilla marketing as a simple publicity stunt as this will limit your horizons and the potential impact. Yes, your idea will make the consumer stop, think, laugh and tell their friends, but it has to inspire them sufficiently to take additional steps, so make certain there is a call to action which benefits your business. Don’t be contrived or too bland, either. The main thing is to be true to yourself and your business. If you stand by what you create, have tested it on a small circle of friends and they approve too, you’re much more likely to drive it forward and get results. And besides, you don’t want to end up in court. Here are a couple of great examples, simple, funny and very cheap. Getting started Marketing plans can be written on the back of an envelope or run to several hundred pages. The guerrilla rule of thumb is to lean toward the brief side, but with enough meat that it can be used as a guiding tool along your marketing journey. A good guide will provide plenty of information for you to develop the initiatives, actions, follow-up, accountability and measurement to run your business effectively and, in this case, your marketing. “Need a new BBQ?” To create an effective plan you need three basic things: • Information – What are you promoting, who are your customers? As silly as it sounds, this is one of the most common mistakes when it comes to marketing, guerrilla or otherwise. You cannot come up with a great concept if you do not know what you are promoting or whom you are promoting to. Find out your prospects’ pain points. In other words, what do they really lack, miss or have problems with in relation to what you do. Use that in your tactics. People immediately notice solutions to their problems. “Free Air Guitar” In addition to a couple of props, tagline and lots of imagination, the creators found their inspiration on their doorstep. The ads are immediate, relevant and local. 14 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 15 Photographing and posting them online gives them longevity, people see the images and feel compelled to share. The company develops a reputation for humour and originality showing a human side – one of the most overlooked but essential components in today’s highly competitive online marketplace. your customers. Make them smile, show a human side. A clever tactic is the “mouseover” – when you scroll over one image to reveal another. It’s used to good effect on this website. Simply roll over the team’s photos: You can do the same. Wherever you live will have instantly recognizable landmarks and features, monuments, street signs, urban art, statues and sculptures. Running a competition http://www.storm-consultancy.com/Team Hosting an online competition on your website is a very simple tactic. The prize? Your products and services. It’s interactive, fun and generates free publicity with very little or no investment. Make sure you alert the business section in your local newspaper to help generate traffic. Get a photo of you and the winner(s) then email it to the paper to get even more free press coverage. Find inventive ways of incorporating them into your advertising. Use an appropriate and clever strap line. For example, a crumbling statue, or bust of a local dignitary might be used for beauty treatments, skin products, self-help or restoration. Pop on a hat or a pair of sunglasses, wrap a scarf or a towel around it and the options increase. Offer other freebies If feasible, offer visitors a free sample or two of your products and services. You might also think about upping the ante and offering them something they wouldn’t dream of ignoring – a free appraisal of their website, a short consultancy, an eBook of tips. Remember, this is a successful guerrilla tactic only if there are no terms and conditions attached to the free offers.!The aim is to create goodwill and a reputation for being an honest person to do business with. It also gives the impression that one can afford to be generous. Here’s another great guerrilla example implemented offline but circulated online. Not only is it, as claimed by the makers, one of the “greenest” ads ever made, it’s got to be one of the most cost-effective and clever too: http://tinyurl.com/3mea9f8 Guerrilla tactics can be easily implemented into your online presence Always use strong, original images throughout your website. Too many web designers use bland stock photos that do nothing to enhance a company’s personality. Make them relevant, it’s much better to use less-than-perfect shots that are genuine and show what you are about than generic studio set-ups. Test drive One novel approach for online businesses is to let your customers take you on a “test drive”. Not everyone wants to commit right away, especially if money is tight, so offer some incentives. This needn’t be a free service, offer several price plans depending on what you’re offering and how deep the prospect would like you to dip into the project. And if they decide to go ahead and work with you, deduct the test drive fee from the overall project price. Or better still, use video. In a world where people’s attention spans are getting shorter clicking “play” is so much easier than reading text. Make certain your videos are short, entertaining, educational or inspirational and over time you will start to notice the attention you or your business is getting. Copy Groupon About us http://www.groupon.co.uk One of the most visited but neglected pages on a company website is the About Us page – your opportunity to show prospective clients who you are. It doesn’t matter what your business is; customers generally don’t care where you studied or how clever you are. Your home page and testimonials have already reassured them you know what you’re doing. What they do care about, however, is you; who are you? Are you someone they could connect with, do business with? This is a great page to employ guerrilla tactics. Surprise Groupon is a website that offers discounts on products or services. The consumer has so many hours before the offer expires. If a certain number of people sign up for the offer, then the deal is on. Why not set up something similar on your own website? For example, offer a product or a service with an appropriate discount on a first-come-first-served basis. Keep it simple, just a few lines in a box accompanied please turn over 15 iid_SeptemberNEW_iid_0611 31/08/2011 14:01 Page 16 by a fun image or short video, and make the offer available for a month. Email your client list with some tantalizing copy and a link, and encourage them to tell their friends and colleagues. Remember, the deal is only on if enough people subscribe so it’s in their interest to alert others. Keep people posted and update the web page accordingly. Editor-in-Chief Recommends “Create Your Own High Profit Website from Scratch in Just 2 Hours Flat” Forum participation and guest blogging This might not sound like the most exciting tactic, but if you’re creative with copy, funny and original it can work wonders. Be involved with as many forums as you can and, without being too overt, find inventive ways to share your URL. L Invite other (good) writers to guest spot on your website in exchange for you writing on theirs. Make sure their business is somehow relevant to your own. This is about collaboration not competition, and in hosting a wide range of views and thoughts about your industry you gain a reputation for being at the centre of things. People will stop by your website first if they’re looking for topical, pertinent information. You don’t need to know html; in fact, you don’t need any technical skills whatsoever. And you don’t – contrary to what many “web designers” would have you believe – need to spend a lot of money ike many people, you may be labouring under the misapprehension that creating a website is difficult… but the truth is ANYONE can create a website. For less than a fiver a month you’ll have access to a simple tool that could make you hundreds of pounds a week! You’ll find all the details in the insert enclosed with this issue or online at: Making your website the home page This is a highly localised form of guerrilla marketing but very effective. Strike a deal with Internet cafes to make your website the home page on all their computers. You will no doubt need to make a small payment for this to happen, but when anyone opens the web browser it’s your website that opens. And visit your local library, college computer room, wherever there are computers available for public use and set your website as the default browser home page. Just try not to get into a fight with the librarian. http://www.canonburypublishing.com/webbuilder Your Brilliant Website is a simple, step-by-step manual that will guide you through every single second of getting your own site set up on a new domain with your own online shop. A shop, I may add, that requires no selling on your part, no fulfilment of products and no complex payment systems. And once you see how easy it is, why stop at one site? Why not have two, three or even more sites and create multiple income streams? Cheap and tongue-in-cheek, online guerrilla marketing is advertising with a smile. The successful campaigns usually grab attention through inventive or subversive means before revealing their true purpose. They distinguish themselves by being so clever that even once the bait is revealed there’s no negative outcry. I can’t speak for us both, but I don’t want – or need – to get hung up on the whys and wherefores of getting a practical project up and running… I just want to know how to do it, as quickly and effectively as possible. Marketing is essential at any time but especially when money is tight and the customer is trying that little bit harder to find the best possible deal. Instead of slashing one’s marketing budget small businesses must employ clever cost-effective strategies to hold on to their customers. Online guerrilla marketing may just hold the key. This manual reveals just that… and more. For more information see the enclosed insert or visit http://www.canonburypublishing.com/webbuilder now. Kind regards, Nick Laight 16
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