Download this report here

The problem, of course, is the time and cost involved, not to mention issues of distribution and sales.
The answer can come from the new generation of publishers that allow you to outsource the writing and creation of a book similar to how white papers and other
marketing literature is created today. That said, many chief marketing officers had the following comments when asked about creating a book or book series:

1. “We don’t have the bandwidth”
2. “We can’t do it quickly enough”
3. “It costs too much”
4. “There won’t be enough people who want to buy it”
5. “We’re not sure we can make it successful”

These comments reflect the old world of publishing where it does take too long, costs too much, and requires artificially high sales rates to be considered successful. On-demand book publishing has changed the rules significantly and it is now time to consider getting published as a real option.

This Free Report details how easy it is to get published on demand and exactly how to go about it. It looks at the following questions:

1. What to write about
2. Where and how to distribute at low to no cost
3. How to outsource the writing
4. Promoting the book
5. Resources on how to get started.

Download this report here

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1. What are the key differences between email and social media as mediums?
2. Should you spend more or less time and money on email marketing vs social media?
3. What are the basics services that an email service provider, such as aWeber should provide?
4. What are the extra services that you should look for in a full featured email service?
5. What deliverability rates are your competitors getting?
6. Which new technologies should you integrate into your email campaigns?
7. How can you get social media and email to compliment each other for a more effective campaign?

The article also discusses:

1. The 3 basics that Every email should include
2. How to get valuable marketing data by measuring email response.
3. The future of email campaigns and its future fusion with real time systems, such as Twitter and Google Wave.

This is crucial reading. The research it reflects answers some very important questions. At the same time, it recognizes the key changes that will be taking place as companies, small businesses and bloggers look to leverage lower cost solutions more creatively and effectively in order to save money and stay ahead.

This Issue also includes:

1. 10 Steps To Generate More Leads. Everyone should know this.
2. The 4 Cs Of Web Failure. Basic, obvious and glaring mistakes that companies, blogs and startups make again and again.
3. What a generic domain name is, and why you should have one.
4. Getting and maintaining your PPC edge.

Website Magazine is a great resource for web designers, marketers and developers who are interested in business on the web. Unlike most other blogs, they have a wide variety of authors covering various aspects of the web. This creates a fantastic overview, from a single glance at what is happening on the web from top names in the industry.

Note: The download requires that a form be filled out. It only takes about a minute to complete and doing so will register you to download the other whitepapers featured at Microgeist. Just make sure to check this box:


If you do this, the form process will take about 30 seconds and you’ll be able to access other Microgeist white papers instantly.

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1. It brings traffic to your site from other blogs
2. It enhances your search engine rankings
3. It spreads to word about to to audiences that had previously not targeted.
4. If you’ve written an article that is not time sensitive, this is a long term source of traffic.

Due to the second point, SEO, and the fact that it is a big money industry, there are many people trying to game the linkbaiting process. This means simply getting links up wherever possible with little thought to the actual content. Thus, the term ‘linkbait’ has taken on the tinge of a negative connotation. Be advised, though, that writing copy that inspires others to link to you is not a bad thing at all, if done correctly with long term planning in mind.

Website Magazine has an article on creating great copy that people will link to. Here’s what the article provides:

1. 7 Essential Linkbait Hooks- strategies in your title and copy that will get others linking to you.
2. 5 Linkbait traps – If there are ways to succeed when building links to your site, then there are also mistakes to avoid. Make sure you know what they are.
3. Formating and link copy – Effective ways to format your content and links to it.
4. Timing – When to send out your links
5. Location – Where to send your links so that they reach the right audience.

Website Magazine is a great resource for web designers, marketers and developers who are interested in business on the web. Unlike most other blogs, Website Magazine has a wide variety of authors covering various aspects of the web. This creates a fantastic overview, from a single glance at what is happening on the web from top names in the industry.
Other features in the latest issue include:

1. Solving The Software Puzzle, First choices is implementing your next web presence
2. How to not only survive, but excell in viral marketing.
3. Alternative ad networks, alternative models
4. How to implement widgets to create real value, not for their own sake
5. Strategies for advertising metrics, track your ads success

Website magazine is fantastic for finding out not only what is trending on the web, but what is actually being used. Beyond that, the trials, successes and failures of various technologies, strategies and models are very well documented and presented. Basically, it’s a one stop resource that provides value not only in content, but in the amount of time savings when keeping an eye on changes all across the internet, particularly with regards to the bottom line of making money.

Note: The download requires that a form be filled out. It only takes about a minute to fill out, to save time on future downloads, make sure to check this box:


If you do this, the form process will take about 30 seconds and you’ll be able to access other Microgeist white papers instantly.

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Here are the ten most significant changes in customer/visitor behavior.

1. Passive vs active

   Customers are no longer just customers. They not longer sit in front of the tube and absorb messages from self declared authorities or people who play doctors on TV. At the very least, even with the traditionally no-brains medium of television, viewers are encouraged to call in, ask questions or vote on the most talented singer. At a more advanced level, people are providing the content, commentary via comments, technological infrastructure, design, acting, video production and everything else involved in producing, consuming and interpreting content. By the time that someone has participated, even in the most rudimentary level in this process, they are more media and business savvy. This creates a more critical consumer who can see past hype, misdirection and has the resources to independently vet claims.

2. Greater Involvement = Longer In Memory

   On a purely mechanical level, this seems to equate to a larger expenditure per customer in order to aquire a sale. What you are getting for this effort, however, is not just a one off or even what many gurus call a ‘long term relationship’ it is an intellectual investment on the part of the site visitor. If you provide the resources and reasoning behind considering your product or service, the potential customer will continue reading and educating him or her self as to your offerings. With a limited amount of time to do such research, customers are more likely to commit to companies that can serve information and help up front. Cheap and rapid distribution of sales and support makes it much easier to become a part of the customers reasoning process and intellectual solution to a problem.

3. Greater granularity

   It is increasingly difficult for companies to sell based on image or flashy campaigns. The internet leaves no company with an excuse for not supplying the potential customer with answers to questions. Beyond this, because websites allow companies to supply information once for many customers, rather than hiring sales staff to repeat themselves, this information can grow overtime into increasing detail. This allows prople to make more informed purchase decisions. A perfect example of this is the ability to download a user manual before purchase. This allows the possible customer to see the actual difference between advertised features and actual usage. Yes, some companies may decide to not make this information available, but the trend is for smaller and newer competitors to provide this information with pride.

4. - Personalization = Increased Usage/Consumption

   Content management systems linked with e-commerce allow people to not only select and share favorites, but also to create, rate and sell them as well. This increased interaction radically boosts time on site and creates a loyalty due to a learning curve in using a given user interface. As long as a site can leverage habitual tendencies and still deliver competitively against others in the market, they can retain visitors and increase conversion rates.

5. Unconscious Evangelizing

   A properly implemented interface should make it a easy as possible to spread the message about a site or company. A Digg badge requires minimal effort, but at this point in time may also provide minimum returns. If the interaction and use of the system itself helps to spread the message, then the user evangelizes without even knowing it. There is no trickery or dishonesty involved. In fact, the whole application may present itself as a messaging system (Twitter)

6. Conscious Evangelizing

   Afilliate programs, discounts, coupon codes and traffic are all reasons for people to promote others. By providing such incentives, companies can get the message out about themselves for much less than an ambigiously targeted ad campaign. There is plenty of room for creativity here for those who study internet consumer behavior.

7. Awareness of their own power and influence

   Perhaps the most difficult thing for companies to wrap their heads around (or accept) is that consumers are becoming increasingly aware of the fact that they have individual and collective power. They can rate, comment, make videos on, sell and instruct either in favor of or against a company. An increasing number of people are aware of this and are using the ability to influence others to create both short term and long term changes. Internet consumers don’t simply accept claims, they vet, test and compare. If they feel that they have been mislead, they do damage via forums, messaging, podcasts or in extreme cases entire blogs.

8. A decrease in attention deficit? Or an increase?

   Finally, there is an unknown. With the ability to open up multiple tabs containing an assortment of videos, text, images and podcasts, is an attention deficit created? Studies indicate that teens are multitasking on the internet in just this way but are effectively far less efficient than people focused on a single task. On the other hand, it remains to be seen whether people can develop filtering habits that allow for a multi-tab info onslaught. If such a mental mechanism evolves, the amount of opportunity time available to a given vendor will increase by a huge amount because this means that in a given instant a single person can be approached by many vendors.

Summary

What is safe to say is that consumers are much less willing to be decieved, and cajoled into ill-advised action and that they have the means to fact check any claims made. If mislead, they are aware of the power they have and are quite capable of using it. Internet consumers want and expect immersion, participation and involvement and are willing to pay back in loyalty and evangelizing activities. The net result is a higher quality customer purchasing higher quality goods and services over a longer period of time. This in turn equates to real value in a more stable environment with a more productive and enjoyable use of those offerings. What is likely to result from this is a more mature, stable and robust internet economy with a secure enough foundation to allow for managable risk taking under conditions of reduced exposure. This exposure is reduced because more market feedback will become available in real time, thanks to greater consumer involvement in the design, promotion and even manufacturing processes. With all of these things in mind, this shift to the internet from traditional media represents a lot of potential, recession notwithstanding. In fact, recessions and even depressions have given birth to many new ideas. Forced to save money and get lean, many people will discover opportunity along with their losses.




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]]> http://microgeist.com/2009/09/the-8-major-differences-between-traditional-and-internet-consumers/feed/ 0 http://microgeist.com/2009/09/how-to-use-twitter-for-business/ http://microgeist.com/2009/09/how-to-use-twitter-for-business/#comments Sun, 13 Sep 2009 11:37:11 +0000 admin http://microgeist.com/?p=1045
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Twitter is a fantastic communication medium that is rapidly developing a range of sub-protocols and strategies to fit various purposes. For many, enhancing or even doing business via Twitter is fantastic because with a few simple strategies, you can expand your scope of operations for very little cost.

Here are 3 Free and Powerful Twitter business strategies:

1. Answer questions that your business can solve.

   Keep a word list of words related to your niche. Use tweetbeep.com to track who is saying what about what. You will be sent an alert any time the topic is mentioned. You can then get on Twitter and answer these questions, thus developing your social authority. You will also, on a daily basis, effectively have an inbox of potential leads. Even better, if you aren’t pushy, this conversation can carry on over a long period of time, thus developing a trust relationship that makes a purchase decision easier.

   tweetscan.com can also be used for this, the main point is that you get a periodic summary of activity in your area. This gives you a valuable sense of direction when communicating with others and prioritizing which resources to send out to your followers. Remember, answering one person’s question may actually be answering a question that many people were thinking about but didn’t ask.

2. Do a tweet poll

   This will enable you to:
   
   a) get word out about your business and
   b) Gauge interest and activity with specific trends and solutions in your niche. This is where having targeted followers really matters. If you have this kind of crowd with you, they will respond to the poll and even retweet it to their followers. In this way you get valuable marketing information that you wouldn’t get by having followers for followers sake.

3. REALLY Use Twitter Search

   Twitter search can deliver up an incredible amount of insight into the people you follow. It simply isn’t possible to read every tweet by everyone you follow, but you can search their stream for certain keywords and see in which direction the people with the most influence are going. This allows you to create resources and commentary that is relevant.

   A simple twitter search on a keyword will get you nowhere near as much insight because a majority of those tweets will be retweets from the people affecting change. It is much more valuable to find out how they arrived at a specific resource or conclusion, this can help you to make your own business and strategy decisions. Study the stream, don’t just read it.




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]]> http://microgeist.com/2009/09/how-to-use-twitter-for-business/feed/ 2 http://microgeist.com/2009/09/the-essentials-of-lead-generation-online/ http://microgeist.com/2009/09/the-essentials-of-lead-generation-online/#comments Sat, 12 Sep 2009 17:48:43 +0000 admin http://microgeist.com/?p=1030
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Related posts brought to you by Yet Another Related Posts Plugin.]]> Click here now to download this whitepaper by E-media


Lead generation online is often misunderstood as being little more than an email capture form. If you want a big long list of people who resent the fact that they gave your their e-mail address, then go ahead and put your autoresponder in overdrive.

If you look a little deeper though, you will realize that a lead is much more than a name or email address. A lead is a person that, by virtue of an increasingly efficient internet, is becoming more and more aware of his or her options. This in turn means that marketers need to put more time into understanding the person and product/service requirements behind the name.

This whitepaper by e-media provides an incredible amount of insight into what lead generation takes. Here are some questions that the paper answers:

1. How do you turn your campaign into a conversation?

   Lead generation online is not about coaxing someone to a decision, it is about quilifying purchase candidates and giving proper attention to those who have a real need that can be met. The white paper goes into more detail about how this is done.

2. How do you integrate sales and marketing as a Team?

   Sales and marketing efforts must be integrated and not act as two separate components or stages. They are becoming more and more intrinsically linked. The approach to the sale must continue from the path that got the customer to the site.

3. How do you define and classify your leads?

   Are you sure you know what a lead is? Do you know them by type? Can you classify types of leads? If not, you may be effectively targeting only a fraction of the people on your e-mail list or visiting your website.

4. How do you handle and classify your leads?

   With all of the tools available today for reading, parsing and classifying data, you better be doing more than keeping a name on an Excel spreadsheet.

5. How do you make the most of your lead database?

   You do have one right?

6. Integrated Multimodal Tactics

   How do you most effectively integrate and combine sales tactics? Again, the E-media whitepaper is powerful for the questions it raises alone.

7. How do you grow a lead into a sale?

   Again, the more complex the product or service, the more nurturing must be done prior to the sale. This paper outlines strategies to acheive this.

There is a good chance that you haven’t even thought of, much less attempted an answer to some of these questions. This may be due in part to the constant need to keep up with technology. The message here is that effective customer engagement is less about technology and more about attention to needs. Fortunately, this white paper provides a great jump start toward truly understanding your leads and making them really work for you.

Click here now to download this whitepaper by E-media

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Click here and download the E-media whitepaper

What is a whitepaper?

A white paper is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions. This simple definition alone should help to explain why a whitepaper is so valuable.

Why create a whitepaper?

1. It solves a problem

   If you can deliver this for free, you already have a jump on the competition, you’ve gotten inside a potential customer’s intellect and have become part of their solution process. This is extremely powerful because it establishes a long term relationship with the reader on a decision making level rather than an impulse/emotional level. This is important because the greater the purchase price, the greater amount of intellect is involved in the decision making.

2. It educates

   Because whitepapers can be expected to be technical, you can really take this opportunity to educate the reader as to the value of your niche, approach or solution.

3. It delivers time savings value

   It is a single download of your site’s most important content for the last week/month/year. The reader has a strong incentive to read it because they will not have to search through your site for hours to get a complete picture of what you know and can deliver. With an effective summary in a 10-50 page package, you are delivering value in the form of time savings.
   A whitepaper therefore pitches your site, your identity, niche, authority and timeliness in one single swoop

4. Whitepapers help people make decisions

   People have a need for confirmation that they are making the right decision. Many purchase decisions are made based on the opinions of one’s trusted peers. If a whitepaper can establish authority, it’s recommendations will hold higher weight.

5. It can put older content back to work

   As explained in this report from E-media, A whitepaper is a great way to summarize what you have learned and discovered during the past week/month/year and provide an exerpt of this knowledge. While writing the original article takes a fair amount of work and may deliver less than hoped for ROI, re-purposing it takes a fraction of the effort and will easily deliver a good return.

6. Shape your industry

   Since a whitepaper commonly takes an analytical approach, others who read it are quite likely to start utilizing the ideas, terminology and strategies contained inside. This helps to move the industry in a direction that you know well. This is a huge competitive advantage.

7. Spreads your brand

   Whitepapers are always branded with the identity of the author, these PDF files then go on personal computers and are often e-mailed to friends and colleagues.

8. Whitepapers enhance your reputation

   Because they are commonly more technical, whitepapers are a great way to display real skills rather than claims.

9. A whitepaper can differentiate you from blogger/pundit to authority

   The internet is now aflood with e-books that look nice, make promises but deliver little new information. If you break this mold, you will become memorable. Beyond looking for eyes and traffic, what you are really trying to aquire is a place in a person’s memory and associate that image with the solution to a problem.

How do you create a powerful whitepaper?

This white paper from E-media contains 10 essential keys for planning, writing and marketing a whitepaper. The strategies inside are focused on turning readers into qualified leads through effective whitepaper marketing methods that provide a win-win solution to both businesses and potential customers.
Click here and download the E-media whitepaper

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Analyitics Emerging

– Thanks to a report from Interpret LLC, the picture is getting clearer as to when people are online consuming video. Not surprisingly, this coincides with the prime-time hours of television. Since people cannot be at two places at once, what this means is that the broader historical shift away from television and onto the Internet really is in fact taking place.

Web Analytics

The price of media spends and product promotions will continue to drop, while companies reach more targeted audiences and utilize in-house traffic and demographic information. Since traffic and interaction can now be tracked per web property, as opposed to the web in general, more effective campaigns are likely to emerge.

Common Sense?

Online video consumptoin comes at the expense of traditional media. This means not only fewer TV viewers, but the gradual acclimitization of people to a new, much less passive, media experience. This news should encourage innovators with less money than ideas. There is a rapidly emerging market for new ways to participate. Traditional media companies are likely to be playing catch up simply because of the effort required in maintaining their existing assets. For newer companies without this burden, the opportunities are enourmous.

A New Prime Time

But here’s the real surprise, a look at the report will show that there is also a very significant spike during lunch time. Unlike television, when viewers had to go all the way home to turn on the set, online video requires nothing more than the time to view it. Since many videos run under 5 minutes, the average person on lunch break can view at least 3. Beyond that, more people are working from home while at the same time putting in more than 8 hours a day. This means a longer lunch break, of an hour on average. Basically, a new prime time is being born. For those not home-based, thier offices are located in commercial areas with abundant shopping. This equals much less friction in making a sale because the purchase doesn’t require driving.

Scheduling

– Obviously then, there are some key time periods to be pushing out tweets, updates or comments that can drive interest in your business. Using various scheduling resources, like Tweetlater or others that work on Facebook, this activity can be automated so that your message remains consistent and ubiquitous. One other thing to keep in mind is that your target audience is quite likely to have some significant differences between the general audience that the report outlines. This must be taken into account by examining your site’s web analytics and adjusting the schedule accordingly.

Discretion

– Making an effective schedule to communication is absolutely essential because no one wants to be assaulted by the same message again and again. If a person happens to see your message too frequently, it’s impact can be lost. Using analytics, businesses can present themselves when a person is most likely to want the product or service. This strategy also communicates, on a subconscous level that you are aware and knowledgeable of customer needs.

Off, or downtime –

So what do you do with the rest of the day? Keep people informed, be more engaging and provide resource links that continue to establish you as a resource, whether something is purchased or not. This kind of activity wins a little leeway when pushing harder for business during prime time.

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This first Jeff Johnson video provides absolutely essential knowledge for anyone hoping to monetize their website, coupled with the second video on becoming a super affiliate, it is one of the most comprehensive marketing tutorials you can find online. Given the current economic climate, monetizing your site is an option more and more people are looking to explore. As many have already learned, monetizing a site requires quite a bit more than adding some Google ads or a banner. Making money, no matter how you do it, is a business. Whatever the business model is, there are always a variety of components involved along with specific strategies for implementation. This video outlines the most essential pieces to the puzzle. His presentation is very clear and well organized, the fact that it runs 22 minutes is testimony to the quality of content presented, not to its fluff. For the sake of people who are a bit strapped for time, I’ve extracted out some of the key points so that you can get a glimpse of what’s inside. You can also use this summary later as a reminder of what to keep your focus on as you move forward.

Are You Monetizing Or Not?

The first thing that Jeff Johnson points out is that if your are monetizing a site, then monetize it. That is, aknowledge this simple fact. Be aware that every page has to serve a function to that end. Not in an obvious ‘Buy now!’ sales pitch kind of way, but to the end of driving interest, trust and eventually traffic to a product or service. Many people start out with the mindset that a great site will lead to massive traffic and then somehow money. Money doesn’t happen somehow, it is strategically acquired (As explained in the second video) and it is important to remember this. Ajax, RSS, Forums, commenting and all other features are merely noise distracting the visitor unless you place things toward a specific end.

What’s in it for the Visitor?

If you want to create a funnel that leads visitors toward some kind of purchase decision, you need to provide an incentive. People don’t click on ads for no reason, there is an incentive there. Thinking monetarily means thinking incentively.

What do I do now?

Remember to repeat explicit, simple calls to action. Tell people to subscribe, buy, download or listen. Don’t simply expect them to figure it out. His second video on affiliate marketing explains this very well.

Repeat,Repeat,Repeat

Provide an introduction to what you are about. Remind people what you are about and then remind them of the consequences of failure to take action, then point out that a deadline looms. You are not the only one competing for a person’s attention.

Jeff Johnson then goes on to describe the most common problems he encounters with clients. After reading the above, you can see how painfully obvious they are

Common problems:

1. No offer, no call to action, no reason why
   on pages and in emails

2. Too many choices to make on a page
   The visitor comes to a site and is overloaded with choices, what is he supposed to do? If your money links are buried among 20 other choices that lead elsewhere, how do you expect a purchase to be made?
3. Feeder site not supporting money site, it has too much that is not relevant and doesn’t ‘lead in’ to the money site. The feeder site must direct attention toward the concept that your money site is about.
4. Bad copywriting – This is a very common mistake, particularly among those who over obsess with the latest technology. Your writing should go somewhere and lead to a conclusion. A good story has a plot and makes a point but it also provides a journey that enlightens. If your copy is not doing that, interest fades.
5. Not using unique content
   Blatantly derivative or copied material runs you the risk of being ignored, both by the user and by the search engines.
6. Too few pages to get traffic. In a way, this couples with the lack of unique content. Having hundreds of pages that are basically derived from RSS feeds is equal to no pages at all according to search engines. Only two pages doesn’t sustain human interest either.

The second video goes into even more detail on monetizing a web site and is essential viewing.

There are a ton of ‘Internet Gurus’ out there and if there’s any rule I recommend you go by, it’s this simple rule:


The guru should provide something up front for free.


If, as all gurus claim, there is a ton of valuable material just behind the doors, there should be no harm in releasing a litle portion of it for free so that people can judge. Jeff Johnson satisfies this criteria, he has been offering such content for free for years now. In addition, he also has a fantasic SEO traffic Wordpress plugin, absolutely free. The plugin works great to optimize your blog for SEO and traffic building. In addition, it comes preloaded with many of the other modules that are in standard use by any professional blogger. This single plugin will save you heaps of time and put you on Google’s radar the very minute you launch. It will also save you the $297 that other people are charging for this software.

Enjoy the video, then click on the link below, get his free Wordpress SEO Traffic plugin, and watch the second video on building an affiliate powerhouse.






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