Fundamentals of Marketing Online

There are many internet marketing tools on the market these days. They usually promote they deliver 100%, but do they?

6 Online Business Principles

Latest Marketing Amazon productsContagious: Why Things Catch On

New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear…

Contagious: Why Things Catch On

1) Preselling

What’s involved in preselling?

“Pre-selling is not about hard-selling your product, it’s about becoming an expert in the eyes of your visitor by delivering this great information. And once you’ve accomplished that, monetizing will be easy.

In order for you to sell your products or services online, you need to establish your own position your friendly adviser position.

If someone tells you, “you should buy “xyz” product, it’s good and great, blah blah blah…

You probably get turned off immediately.

On the other hand, I later come to you and present myself as a knowledgeable expert in the field of your concern (or niche in today’s Internet Marketing terminology).

Will you listen to me before you consider purchasing the product/ service?

Of course you would.

The concept of preselling is in the works here.

Got it? Great!

Preselling creates an “open-to-buy” frame of reference in your potential buyers’ mind, so when you offer your products/ services, they will more inclined to purchase from you or on your recommendations.

What criteria do you need in order to make your preselling work?

That’s where you need a “Value Preselling Proposition”. You need to establish your value proposition – e.g. where you coming from and what sort of experience you have in order to advise your customers/ clients to act the way you want them to.

That’s preselling.

Simply, preselling is sort of the same as marketing, but it’s more than marketing. Preselling warms up your customers and increases your conversion.

The key idea for you to take away is this: preselling creates an “open-to-buy” mindset.

Whatever you do to make your visitors get comfortable with you, before even getting you to order is a presell.

The very least you need to build successful online (or even offine business) is that you need to create an open to buy mind set from your visitors, so that when they are ready to buy, they will not hesitate to fill out the order form.

2) Keyword Focused Page (KWFP)

What’s a keyword focused page? A KWFP is no other than just a web page full of value rich content which is focused on a particular topic.

For example, if the keyword is “Preselling”, then KWFP may be something like “preselling techniques”, “preselling strategies”, “How to perform preselling to visitors” so and so forth.

After you research your keywords, creating your content will be easier.

The objective of KWFP is that, you deliver high value content to your visitors so that your potential customers are pulled to your site naturally through the Search Engine. People will like your content and yourself.

If you want a good keyword research software, you may download one here for free.

Got the concept? Great.

Let’s move on…

Once you get your many KWFP(s) gathered, you will obtain your very own topic, so focused that we call it a “Niche Website”. This kind of website is very powerful in the eyes of Search Engine because it’s so focused to solve a particular topic (keyword words).

Hence, we should think “niche” before going into KWFP.

3) Niche

If I were to define what a niche is, I would say that a niche is a general area of interest, a hobby, a passion or stuff people do. It can be a big niche like health, self improvement, earning money online, etc.

A narrow niche can be “scuba diving”.

A market is a group of people who share similar traits and have common needs. E.g. people who drive, people who need to buy a house.

Now a lot of people get confused right at this point. A niche and a market are NOT the same thing.

Niche can be defined a particular market or people that have relatively similar kind of habits, likes or dislikes, he or she actions in similar manner and they have similar purchasing habit.

That’s how I would define a niche.

They will buy your niche/ specially tailored products on your online with similar kind of mindset.

Going niche is important for small business persons like you and me, because we as small business owners are limited by resources constraint (time, energy and money!)

We can’t apply Amazon business model as our business model. However, we can compete with Amazon in a sub-niche how to create a profitable scuba diving business.

Do you see how you can use niche-concept for yourself?

Targeting products in certain niche markets is important.

If you want to explore this more, google “The Long Tail” up, but I recommend skipping it because the whole book refers to that simple concept. I just summarized the book in one sentence above.

EBay was only some small fry, but it’s a MNC.

People selling 1-2 dollars items are earning big bucks right now. How? By going international! I won’t quote tons and tons of valid examples here. They are not relevant to you.

What you need to know is this: eBay itself contains a lot of different niches. All you need to do is to narrow down a particular niche to see how you can monetarize the crowd by tailoring products to their needs.

People call this “Niche Marketing”.

To summarize, think market, go “niche”, then monetarize. There you have it – the 3 steps to online profits. Of course, you need to research and do some work before you can reach Monetarization

4) Content -> Traffic -> Presell -> Monetarization

Offline is about location. Online is about information. It all begins with your unique content.

I feared that my English was not good enough when it came to marketing online. That convinced me I would have no way to succeed online. Then, I decided to go shortcut, by using eBay and other direct method to earn the fast bucks online.

Did that earn me any money? It did, but honestly not by a whole lot. If there is one skill you need to be successfully online, you need to be able to convey your message well.

Either you speak influentially. Or you simply write to move people.

You should remember that.

By following this strategy, you are guaranteed to win hands down, every single time.

Quality is key to customer conversion. Hence creating valuable and trustable content that people love and will come back to you and buy from you is the key here.

Do not just sell, sell, and sell. People will get annoyed and click “BACK” out of your site immediately.

Deliver valuable content on your pages, email and etc.

But, never give away your farm.

What’s your bread and butter? If you have some really valuable information that has cost you money and experience.

Do not send out your farm. Create an information product for it!

Provide testimonials of your previous customers or who have used your products with great results. Make this a product and charge for it!

I see this strategy alone pulls in thousands of dollars for one single ebook.

A friend of mine was suffering by some kind of skin problem. She searched for the method to heal it. Finally, she bought an ebook to find out what one natural remedy that could heal her from the rash.

It cost her $19.99. The ebook package was hugh, but people only wanted one thing from it. The name of the recipe. That’s it.

Could you do the same and create a similar info product – A product that solve someone’s problem?

May it be a relationship, financial, health or whatever people are suffering problem… People are paying big money on it day in and day out! If you get this, you don’t need to buy other product before you own your own piece of internet empire. And you can definitely do it!

Let’s talk about another topic – conversion

5) Conversion Rate

Say for example 100 people read a page of your and 1 end up buying your product. We would say you have a conversion of 1%. You bet it did it matter to me?

100 visitors on 1% conversion is 1 sales.

When you increase your site visitors to 1000, you will have 10 sales, right? But going from 100 visitors to 1000 visitors, that’s 10 times effort.

Traffic x Conversion = Sales

Let’s see an illustration

100 visitors x 1% = 1 sales

100 visitors x 3% = 3 sales

300 visitors x 1% = 3 sales

Which is easier? To triple your website traffic or your conversion rate?

Tripling traffic may be a viable mean, but cost you a fortune. But conversion is within your control.

What if you can increase your conversion rate by 3%. Then you will have 3 sales.

The aim here is to increase your conversion, before we even want to increase traffic. This is great lesson. How do achieve it? By testing it extensively.

How do you increase your conversion? Let’s talk about your brand.

6) Your Own Brand!

Last lesson of Day 1, is an important one (if not the most important).

It’s about your own brand of one. What’s brand of one?

What’s your brand? What people remember you as an individual or as a business?

Your goal is to make your potential buyers to recognize you being an authoritative figure in the subject matter. Generality does not sell. Expertise is all that matter. You can’t be all things to all people. You need to have your own voice, your own products and your authority. No one purchase from an unknown authority and character.

Try to think and outline what your expertise, what’s so special about you that no one can replace you with? For example, I am a Chinese as well as a business professional and also a site build it coach.

That’s something not everyone can emulate or duplicate. You may take away my computer, but you can’t take away my Chinese knowledge at the same time a Site Build It coach.

So, what about you in your own niche?

Write down what you’ve learnt.

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I hope you’ve enjoyed the tips.