Sunday, November 11, 2007

The next phase of marketing - full bore, full court press

Worked this weekend while working at my day job. (Just my style, multi-tasking at Internet Marketing and web design while pushing boxes around a warehouse, taking hundred-pound-plus boxes onto a 3x4 pallet at 30 feet - the lighter ones can be 80 feet up...)

The latest incarnation of an online marketing plan takes all the elements of an Online Marketing Plan, but now looks backward from the SEO tactics of Michael Campbell and Dr. Andy Williams.

Your base is to work out how to get these mini-webs/mini-nets into play with all the other venues of attracting viewers and getting sales leads/subscribers.

Mini-webs/Mini-nets are a sort of Google food. One that this search engine likes. Properly constructed, it both feeds the current need for keyword-centric searches and the nascent use of LSI/theme-based content (which is only going to continue to evolve).

Since over 80% of most web-site traffic is from search engines (your mileage may vary), we not only give our attention to external links, but also then build a nice little link-controlled web/net which flows pagerank upwards to key pages - thus increasing their value to the search engines (particularly Google, the 800-pound gorilla sitting stage-left).

This mini-web/net isn't just bait, it actually feeds the basic algorithms which Google uses, at least the current evolution. Now it is food because it is based on the three needs of the Internet which the users defined long ago: Information, Choice, and Timeliness. These join together at the hip to form the subject known as Content.

You are constantly building more content, which continues to feed the search engines and give you more page rank. You are building, on a timely basis, a huge site. And it's built on human standards - which the search engines are set for. (They long ago started getting hip to the spammers and hijackers, who utilize the capacities of computer-generated speed to flood the search engines with some sort of short-cut they recently discovered. Then the search engines respond with bans, de-listing, and other counter-tactics.

The secret is to be human.

Humans only do things at a regular pace. They can only code so fast. They like and dislike various things. And know when content is useful or not.

Google has even started employing people who use their search engine to find web sites and rate them. Those which don't fit the bill are penalized. Over-optimized pages can lose page rank and even get banned.

So design and build like humans do. Means you use articles that make sense and are written to be understood. While you can use emphasis now and then, you use pronouns when they are called for and not just use your keyword over and over and over. You don't plop down 300 pages all at once.

Articles show up ok, since they have to be (for the most part) human reviewed and moderated. Since they have duplicate content filters, this tends to weed (and penalize) the whole article directory field. [ tends to rise above this, but they are unique in their ability to rise above the common...]

Again, you have to work through the attempts to "hack" this system. You want to produce great, fresh content that is useful to users. And produce this only on a human scale. Of course, corporations are forgiven, as they often will launch a vast amount of re-designed and added pages at a single whack. But we aren't talking corporate, we are talking individual.

Now we are just the simple people, individuals. And the work we do is for our own progress, our own financial gain. And of course, to get this gain by being of service to others...

And so we work on an individual basis - at that individual speed - which should be just fine for our needs. The thing is to pace yourself and so get all your needs covered. How this is done? Simply get one mini-web per product line up and running every week. And your articles and a Squidoo page posted, as well as any blog mentions you'd like.

Lots of work to do.

But you can get it all done if you work out a logical sequence. Working from an existing product (or an affiliate's):

0. Given that you've already researched your keywords,
1. Create a mini-web which utilizes these, and links to your product's sales page. Go ahead and post this. (Time - a few hours of one day, once you get used to the sequence.)
2. Post a press release about this. Do up a podcast giving your breakthrough on this - have someone interview you if you can.
3. Post to your blog, linking in the podcast. Supposing we are promoting our latest book, make this a book review. Link into all pages of your latest mini-web.
4. Create a Squidoo lens out of the book review. Link to your blog, product sales page, and every mini-web page.
5. Write about five articles or so - link to the landing page, your main web site, and of course to an opt-in page to get their address (with a suitable bribe). Get these all posted, one at a time, to each of the five main article directories. Then the next, then the next, etc. Don't post all five to one directory at once - looks like you're spamming.
6. Do up a media release so you can line up and get radio interviews. (Book authors are usual suspects at this - being an expert on what you just wrote and everything.)
7. Set up your own affiliate sales (thank you page, download link, etc.) and modify your mini-web for this. Also update your master affiliate page, if you have one.
8. Option: do up a full set of MP3's and offer this as a kit - through your mini-web (update) and also through your affiliates (update).
9. Option: create an online course (autoresponder delivered) and update your mini-web and affiliate pages/links.

Then you are able to cross connect these different product-types, particularly if you have a page to link in your MP3's and online course to your book itself. You would have a MP3 series for each book, as well as an online course for each book. So a person could be interested in MP3's, books, or online courses - and so flip to different types of this product instead of only accessing through your one book page. This also gives you some very interesting options for pagerank building.

Anyway, that's the long and short of it. Of course you social book mark everything as you go. And you could comment market instead of article marketing, if you wanted.

The thing is to give you options, plus a way to get maximal marketing going on. I use a book in this, as I write books - and am way behind, now, in marketing them. But at least now I know how.

As I have three product lines of books, I can then spend one day each on just marketing them. I'd take another day to send broadcasts to each of these different lists and as well the last day (of my five-day workweek) working on new products. Once I get these up and running, making money hand-over-fist, I can then simply quit my (weekend) day job and have more time for all this (or just some time for myself...).

But you can see how to do it, now, can't you. Somewhere, you have to fit in time to keep abreast of things - but as we get faster at page/site building and posting, there will be more time to do that type of thing. As I said, you and I probably have a great deal of catch-up to do, just getting our existing web-sites optimized properly.

By adding a mini-web every week, you build a mini-net in short order - about 50 mini-webs a year. And so you then add a great deal of pagerank to everything - which gives you more people finding you on the search engines.

Tomorrow, I hope to tell you something about climbing the search engine rankigns via keywords which these above guru's don't explain too well, but you can use for yourself....

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