"Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample

7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0Unported License.

This license allows you to download and share this book with others as long as you give appropriatecredit and a link to http://www.combridges.com or http://www.newmaru.com, but you cannot change

this book in any way or use it commercially.

Copyright 2012 by Jon Leland and Laxmis Media, Inc. All Rights Reserved.


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Jon Leland has masterfully distilled the core

components of Internet marketing into eight

illuminating concepts. Taking us beyond all the buzz and

hype around this subject, Jon has successfully managed

to identify and describe the key elements that truly are

what every business needs to know. Read this e-book

and change your business future.

Hal Josephson, Founder, MediaSense

International business development,

trans-border marketing specialist

This book is exhaustive and essential! Im very impressed

with the breadth and depth of its information.

Andrew Leland, Co-Editor

The Believer magazine

With this book, Jon Leland offers an antidote to shallow

get-rich-quick web tactics. He shows marketers what it

means to be authentic and redefines Internet marketing

so that novices and pros learn how to build enduring

relationships with their customers. Web traffic is not the

answer; its the question. Leland shows where the real

answers lie.

Marty Perlmutter

Interactive media veteran & entrepreneur


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INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

PROLOGUE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

A True Sea Change

PART ON E

BUILD A SOLID FOUNDATION:

KNOW YOUR FUNDAMENTALS . . . . . . . . . . . . . . . . . . . . . . . . 17

Key Concept # 1: Authenticity Ignites Your

Attraction Engine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Key Concept # 2: The Gospel of Relevance . . . . . . . . . . . . . . . . . 22

Key Concept # 3: Conversions & Customer

Engagement: What Happens Next?. . . . . . . . . . . . . . . . . . . . . . 23

Key Concept # 4: Launch and Learn: Be In It to Win It . . 25

PART TWOTHE DIFFERENT TYPES OF

INTERNET MARKETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Key Concept # 5: Well-Targeted SEO Leverages

Your Strategic Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Key Concept # 6: NextGen Advertising is PPC, an

Outrageous Outreach Opportunity . . . . . . . . . . . . . . . . . . . . . . 45

Key Concept # 7: Social Media Marketing and the

Customer-Powered Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

PART THR EE

MAKE IT LAST . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

Key Concept # 8: Lead with Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

TAKING IT TO THE NEXT LEVEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

THANK YOUS , APPRECIATIONS &

ACKNOWLEGEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81

ABOUT THE AUTHOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85

T A B L E O F C O N T E N T S


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I N T R O D U C T I O N

The astounding growth of the Internet has

decimated the effectiveness of formerly

dependable marketing channels such as

the Yellow Pages, printed brochures and even

traditional TV advertising. At the same time, the

Web has enabled a whole new marketing

communications style that I call New Marketing.

This includes social media and new, accountable

advertising vehicles that didnt even exist a few

years ago. The result is a new kind of online

marketing environment with new rules as well as

ongoing, accelerating changes.

There is simply no getting away from the

fact that the worlds of media and marketing

have changed dramatically and continue to

change at a dizzying pace. Today, the new

opportunities for marketing your business are

nothing short of amazing. However, as with

all innovations, the world of New Marketing

needs to be understood before it can be

effectively put to use.


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This book is your guide to gaining an actionable

understanding of the fundamentals of this New Marketing

landscape. My aim is to help businesses and organizations of

all sizes to enrich and reward themselves through greater

creative expression, more authentic connections with their

customers or constituencies, and to help enable anyone

generate a more sustainable kind of prosperity. In just about

100 pages, I will introduce you to the basics of Internet

marketing and, drawing on my forty years of experience as a

media innovator, give you the general guidelines for applying

these principles to your own Internet marketing campaigns.

Any business or organization that wants to attract and

retain customers, or to maintain engagement with any kind of

constituencywhich is to say, every businessmust have a clear

and impassioned Internet marketing strategy. But sometimes

you have to know what notto do before you start firing up

your proactive engines.

Dont Believe These MarketingMisconceptions

Lets begin by addressing two very common misconceptions.The first is that, thanks to all the hustlers out there, many

people think that Internet marketing is a get-rich-quick scheme

that can make millions for anyone with a business idea and a

computer. Sadly, these self-centered egotists have given

Internet marketing a bad name.

While todays technologies make marketing more convenient,accountable and cost-effective, we still have to do the required

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INTERNET MARKET ING: 8 KEY CONCEPTS


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work of planning, implementing, and following through. Theres

real effort involved and we also need to be humble and open

enough to learn from our mistakes. There are no quick fixes,

instant gratification formulas, or silver bullets, but there ARE

fundamentals upon which real, long-term successes can be built.

This is the foundation of my approach.

Second, some folks think that if their Internet marketing

drives traffic to their website, their job is done. Also not true.

The goal of our online marketing efforts isnt merely increasing

traffic. Its what can happen if you proceed to engage with

those website visitors effectively. Never forget that your

websites visitors are real people. I know this is common sense,

but its also a very common mistake of omission.

The results we really want are what Internet marketers call

conversionstransactions which, in my view, are best when

they are based on an authentic connection between you (and

your organization) and those who are interested in what you

have to offer. Thus, creating real engagement and actual sales

is far beyond just driving traffic to your site. Web traffic is a

good start, but its only a start.

We need to convert casual or curious visitors to our website

into buyers or participants (or, at the end of the day, whatever

it is we want them to be). Pulling in the righttraffic is the first

challenge; connecting with our visitors through an engaging,

well-designed website that offers real value, typically through

some kind of original content or valuable service, is the second.

And, finally, developing an ongoing, sustainable relationship

with these people is the third goal.

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INTRODUCTION


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Whatever ultimate goal we may have for our Internet

marketing, we need to uncover the trail to the salethe

sequence of events that will systematically lead us to the

results we want. Often this takes some trial and error, but

there is no getting around the fact that we must design

every aspect of our web presence in order to pull people

along the path to our goal. As its been said, a failure to

plan is a plan to fail.

So, without further ado Welcome to the most practical

and concise introduction to Internet marketing available.

While there are a variety of in-depth books on the various

aspects of whats covered here, Ive never seen a volume with

this books top-level conceptual overview combined with its

practical perspective. In fact, just including the three different

types of Internet marketingsearch engine optimization

(SEO), pay-per-click advertising (PPC) and social media

marketing (SMM)all in one book appears to be unique. (By

the way, if you find this combination elsewhere, Id love to

hear about it.)

The bottom line: once youve got this books eight key

concepts under your belt, a whole new world of online

opportunities will open up before you; and hopefully it will be

one that you can embrace with enthusiasm.

Im confident that as you read this book and learn more

about the power and potential of Internet marketing, youll be

as excited about the subject as I am.

After youve read this book, please share your experiences

with me, including what works for your business and what

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parts might have missed the mark or where you think that

future editions of this book can help others more effectively.

Theres always room for improvement.

Please send me your feedback at [email protected], our

ComBridges blog, our YouTube channel, the NewMarU.com

virtual community, our Facebook page, via Twitter or LinkedIn.

I enthusiastically look forward to hearing from you.

Best,

Jon L. Leland

August 2012

Tiburon, CA, USA

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INTRODUCTION
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P R O L O G U E

A T R U E S E A C H A N G ENew Marketing Is the Result of a Flood of

Mind-Boggling Technological Innovations

A

s I often say, its hard to keep track

of how fast things are changing

when things are changing this fast.In the world of online marketing commun-

ications, the more things change, the less

they stay the same.

New Marketing vs Old

MarketingWhen I give keynote speeches at social-

media and other business conferences, I

feel compelled to underscore the profound

nature of the online communications sea

change by defining the fundamental

differences between what I call OldMarketing and New Marketing.


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To simplify things, I break down Old and New break

down into three key ingredients. These components are the core

dynamics that define the nature of our marketing

communications as they previously operated, and the new form

they are rapidly taking. In fact, with the explosion of social-media

marketing and with more than a decade of e-commerce behind

us, New Marketing is in many ways already hereeven as it

overlaps with the continuations of the Old Marketing world.

Given that Old Marketing has been the standard practice

for much of the twentieth century, its important to be aware

of how the old marketing style may still be influencing your

mindset when you think about how you want to approach your

own marketing. I strongly encourage you to spend a few

moments carefully reflecting on the key ingredients of New

Marketing so that you can set your sails in the direction of the

Webs strongest and most sustainable currents.

O U T W I T H T H E O L D

Intrusive Push: We live in a world of information overload.

Old-style marketers think that the only solution to this

problem is to interrupt and get in your face by being as

loud and, in some cases, as obnoxious as possible. We all

know that our world doesnt need more noise, yet there

are still far too many marketers who think that the way to

get their message across is to jam it down our throats.

One-to-Many: The old-media world was build by

broadcasters and big-business publishers who controlled

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the airwaves and the printing presses. This was a top-down

media environment where there were few options (only

three or four TV networks, and one or two daily

newspapers in each city). Individuals and small businesses

had limited options for reaching their markets in a

meaningful way.

Manipulative Selling: Sales has in many ways earned

itself a bad reputation. While not universal in business, in

the worlds of advertising and push marketing, the

dominant approach has been largely unscrupulous and

oriented solely to the bottom line. On the web, the best

examples of this strategy are email spammers and other

get-rich-quick hucksters whose only purpose is to make

more money.

I N W I T H T H E N E W

Attractive Pull: The new avenues of Internet marketing allow

all of us to attract the perfect clients and customers for our

businesses. We do this naturally, with our authenticitywhich

is inherently attractive. At the same time, we pull in those

with a real interest in what we offer through the power of

search engines and well-targeted keyword phrases (both of

which are explained in more detail below).

Many-to-Many: The media playing field has not only been

levelled, its been tilted toward the consumer. Study after

study and a bevy of books has underscored this dramatic

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PROLOGUE


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shift toward the Internet-empowered consumer (Brian Solis

The End of Business as Usual: Rewire the Way You Work

to Succeed in the Consumer Revolution to name just one).

When making a buying decision, we listen to the

recommendations of our peers more than any other factor.

Consumers no longer trust the mass media. From feedback

mediums like Amazon and Yelp user reviews through a

myriad of communication channels like blogs, YouTube

videos, and the whole array of social networks, we now

listen to and trust each other far more than the big business

broadcasters and publishers who used to dominate. In a very

real sense, weve all become broadcasters and publishers.

Authentic Relationship-Building: This is the heart of

New Marketing and a recurring theme in this book.

Relationships are the reason why social media isnt just

a new craze or the latest hype-fuelled trend. The Web

is us. Or as Kevin Kelly, the founding executive editor

of Wiredmagazine, famously wrote in 2005, We Are the

Web. The Web is real people making a difference in the

lives of their friends. Yes, Facebook has stretched the

meaning of the term friend, but that doesnt change

what actually works if you want to reach out to your

potential customers in a meaningfulway. In the long-

term, the only sustainable strategy is to make an

authentic connection by delivering real value

hopefully so much so that people will want to share the

positive experiences you offer with their real friends.

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PROLOGUE

These three New Marketing themes are the universal

foundations upon which all successful Internet marketing

campaigns are built.

To summarize:

n Be attractive in an authentic and relevant way.

n Recognize the fact that we live and communicate in a

people-powered media environment.

n And build authentic, sustainable virtual relationships.

The Technological Tidal Wave

As if these changes werent dramatic enough, there are

even more profound changes afoot: the technological

platforms upon which all of the New Marketing

communication channels are built. My focus in the eight key

concepts that follow is on the communications aspects of these

innovations, not the technologies; but I think the dynamics of

the tech changes are so huge that they are worthy of reflection.

They are the context within which everything else is happening.

In the worlds of computing, the World Wide Web, and

digital media in general, the changes have been continual,

rapid, and enormous. The shifts are truly tectonic. The

landscape has been altered, the playing field leveled, and the

pace of this media reinvention is accelerating daily. Im

exaggerating... not at all. But a clear perspective on just how

huge these changes are seems to continually escape common

knowledge. I repeat: Its hard to keep track of how fast things

are changing when things are changing this fast.


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To begin with, lets look at seven high-level tech trends with

which every Internet marketer should be familiar.

Computing Power

The growth in computing power, which predates the

Internet, has utterly transformed the way we deal with

information. As Intel pioneer Gordon Moore pointed out in

1965, in what is now known as Moores Law, computer

processing power doubles every eighteen months, while its cost

remains the same. This ongoing and continuous doubling over

the course of decades represents an exponential growth that

is almost incomprehensible. Look at smartphones, or the way

weve seen digital desktop video on standard Macs and PCs

grow over the last roughly fifteen years from grainy, postage-

stamp-sized video clips to Hollywood feature-film quality. If the

power of our cars had increased at this rate, we would all be

driving rocket ships that cost just a few hundred dollars.

The Socialization of Networks

Social networks are part of human nature and predate

the Internet. But the power of social networks has been greatly

expanded because of what is known as the network effect.

Originally formulated by Robert Metcalfe, inventor of the

Ethernet cable, with regard to compatible communicating

devices, Metcalfes Law is now applied to people or users.

It states that the value of a telecommunications network is

proportional to the square of the number of users in the

network. And this value goes far beyond its technological

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implications. Whenever and however people communicate on

networks of all kinds, the power of these networks increases,

not linearly, but also exponentially.

For example, if you and I were in a network, that would

be a one-on-one relationship, but it wouldnt have the power

that a group of even a few people has. Thanks to the Internet

and social networks like Facebook, the power of influence and

the opportunities to form groups, social networks or tribes

has increased dramatically. Of course, this kind of social

reach is a result of each individual group members other

contacts, spheres of influence, and communities (virtual or

otherwise). For example, when you friend someone on

Facebook, you connect indirectly with all of that new friends

friends. This is a kind of exponentially expanding leverage

that opens previously incomprehensible opportunities.

The Link

A completely new kind of networking came about

through the invention of the hyperlinkthe underlined pieces

of text that take us from place to place on the Web. Before

1995, when the Mosaic browser first gave us the ability to click

on links, the Internet was used only by scientists and academics.

With links, the World Wide Web was born; and since then, the

Web and its literally billions of links have been transforming

the way we interact, do business, and get information. The

power of links inspired Kevin Kelly to call the hyperlink the

most powerful invention of the 1990s. Virtually every

component of Internet marketing that follows in this book is

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PROLOGUE


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powered by hyperlinks. Without links, none of this Web stuff

exists.

Search

Search engines are another paradigm-shifting aspect of

the Web. John Battelle, author of an excellent book about

Google called The Search: How Google and Its Rivals Rewrote

the Rules of Business and Transformed Our Culture, calls search

engines a database of intentions. Every time we perform an

Internet search, were declaring our interests and intentions. If

you want to go on an Alaskan cruise, you might go to a search

engine and type in Alaskan cruise. In this way, you have

declared your intention and identified yourself to cruise operators

as a potential customer. As marketers, we can tap this remarkable

body of knowledge that was never before available. The billions

of search requests made each day tell us exactly what people all

over the world are looking forand the specific language that

they are using to describe it (these are the keyword phrases

that are discussed in more detail below).

BandwidthThe growth of bandwidth has reduced resistance to the

Web which at one time was commonly referred to as the

World Wide Wait. Remember the sound of a 2800 baud

modem making a dial-up connection? Roughly two-thirds of

Internet users in America now have the kind of high-speed

broadband connections that make the Web faster and more

enjoyable to use. Remember when you could elect not to

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download images because it took so long? Now, a majority of

active Web browsers (in developed countries, at least) are

accessing images, MP3 audio files, and videos, all without a

second thought. Thus, more sites are leveraging the attention-

getting qualities of video and other multi-sensory media. These

include the various forms of online communications that

increasingly offer new kinds of dynamic media interactions

with consumers and communities. The once text-driven Web

has turned into a multimedia cornucopia.

Mobile Internet

Wireless Internet connections are creating a mobile

Web with a new kind of reach. Just as broadband brought us

the always on connection, the wireless Web is bringing us

the anywhere connection that serves new generations of

devices, from iPads and smartphones to computer chips on

cereal boxes, GPS tracking systems in cameras, and much

more. Wi-Fi is only the beginning. Mobile is the second

generation of the Internet and will continue to extend its

ubiquitous power in unforeseen ways.

Software as a Service (SaaS)

The days when software was delivered on floppies or via

CDs (or DVDs) are almost over. Many applications (apps) no

longer require installation at all, because they run entirely inside

a Web browser, or are Internet-enabled. These apps (both

computer and mobile) deliver an experience equal to, or even

better than conventional software because of how seamlessly

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PROLOGUE


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they leverage the power of the Web. Increasingly, companies buy

software as a service, typically billed monthly, so that its no longer

a product.

With this SaaS model, a few basic services are often free, but

more advanced and useful features must be purchased. The client

benefits from not having the hassle of installing and updating

and the software vendor doesnt have the costs and headaches

of supporting installation across a mix of customer hardware

environments, supporting a range of software versions, and

distributing upgrades and patches, one customer at a time.

Now, lets look at how your business or organization can

take advantage of these changes in order to market itself more

easily and effectively.

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P A RTO N E

B U I L D A S O L I DF O U N D A T I O N :K N O W Y O U RF U N D A M E N T A L S


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Successful Internet marketing begins with

three fundamental concepts. First,

authenticity sets the stage by energizing

our marketing efforts with a focus on what is

meaningful to us and valuable to others.

Second, relevance is the gospel of Internetmarketing: beyond the most attractive

language, we make our content clearly

appropriate to our audiences needs; and thus it

is more efficient and more effective. Finally,

conversions (your self-defined goals such as

actual transactions or interactions) reflectcustomer engagement (the authentic connections

with customers, prospects or constituencies that

you make online). These are the humanized

bottom-line of Internet marketing.

Unfortunately, all three of these fundamentalsare far too frequently overlooked.

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P A R T O N E


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For any Internet marketing campaign to be successful, these

three building blocks must be used and integrated. Master

these fundamentals and all your online marketing efforts are

much more likely to achieve their goals.

K E Y C O N C E P T # 1 :

Authenticity Ignites Your Attraction

EngineI dont believe in strategies and tactics for their own sake. For me,

the Web isnt about technologyits about communication and

human connection. Old-style push marketing will continue to lose

its effectiveness because quick-hit, in your face sales techniques are

no longer sustainable. Rather, like all relationships, marketing thats

based on authenticity takes time. Real customer engagement is along-term process which I recently heard social media evangelist

and author Gary Vaynerchuck call a marathon. Think marriage

rather than slam, bang, thank you, maam.

New Marketing is about pull, or attracting and sustaining

relationships with your customers. You can only do this with

your natural passion. If you are a larger organization, thiscomes from the passion of your employees.

Whether you are a solopreneur (a one-person business) or

a large organization, marketing on the Web without a clear

value proposition, or an authentic voice, isin my view at

leasta waste of time. Although the world of New Marketing

is still emerging, there is no longer any doubt in my mind thatthe tide has changed, and authentic engagement and

relationship building is now a requirement.


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n 2 1 n

PART ONE

Offering real value fueled by your natural enthusiasm

(and/or that of your team) and bringing that home with

sustainable, long-term, and authentic relationship building is

what I call your Attraction Engine. (See illustration above.)

Here are the key components of this marketing strategy:

Contribute to Others by offering real value, starting

on day one with no end in sight.

Connect with Energy by engaging with enthus-

iasm. If you dont care about what youre doing,why should anyone else?

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2


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n 2 2 n


3Make Meaningful Connections. To quote Gary

Vaynerchuck again, Dont act like a 17-year-old

dude whose only interest is a quick encounter.

Commit to the long run. Be real. Real relationships

require time and tender loving care in order to be

nurtured so that they last. Really.

These more humanized attraction-engine dynamics are

complimented by the leverage of well-researched keyword

phrases and the targeting of relevant prospects, which is

discussed in detail in Key Concept #5: Well-Targeted SEO

Leverages Your Focus.

(This entire subject of Authentic Voice and your

Attraction Engine is much richer than I can fully address in

this space, and will be the subject of a future publication. In

the meantime, if youd like to learn more on this subject,

please visit NewMarU.com to see my interviews with experts

and online courses that address this crucial subject.)

K E Y C O N C E P T # 2 :

The Gospel of Relevance

I call relevance the gospel of Internet marketing

because it must be an integral part of all of the different

connections and transactions (both monetary and otherwise)

we make on the Web. For example, a search engines job is

to find the most relevant results possible. Yourjob is to let

the search engines know (through the SEO techniques


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Now that youve got a solid foundation and understand the

key concepts and most important ingredients of successful

Internet marketing, its time to move into action which frequently

means more learning, skills development and finding the right

resources.

We are here to help and would love to hear from you. Here

are the two main avenues that weve created to help you take

your marketing to the next level:

Online courses including an 8-part interactive exploration of the

key concepts presented in this book, Ask the CSO marketing

strategy Q&A sessions with me your virtual Chief Strategy Officer,

Special Guest Webinars, virtual community and much more.

Subscribe to the free level to hear about our latest offerings:

http://www.newmaru.com

Professional services including strategy consulting, WordPress

website design and development, video production, SEO, PPC

and SMM.

How can we help?http://www.combridges.com/contact/

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TAKING IT TO THE NE XT LEVEL


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Jon Leland is a leading marketingcommunications expert who has been

an innovator for over forty years.

In the 70s, Mr. Leland founded one of the first

narrowcast radio networks. In the eighties, he was a cable

and pay-TV pioneer who founded the on-air promotion

department at cables USA Network. And in the 90s, Leland

wrote and produced original video programs, leading-edge

websites, and interactive TV prototypes.

Corporate projects have included two interactive TV

future vision videos for Pacific Bell, and an interactive TV

prototype application for Oracle Corporation which was

displayed at Disney Worlds Epcot Center. Corporate clients

include AT&T, HBO, Hooked on Phonics, Lifetime Cable

Television, Madison Square Garden Network, NEC America,

New York Telephone, Paramount Home Video, Simon &

Schuster Video, Viacom, and Xerox, among others.

An evangelist for low-cost video production tools, in 1994

Leland wrote, produced, and directed The Digital Video-Video,

a half-hour overview of new technologies for video

professionals that received sponsorship support from eight

companies, including Adobe, Avid, Media 100, and

Videographymagazine.

Jon was also a regular contributor to Sybase Magazine

and a contributing editor to Videographyfor more than

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ABOUT THE AUTHOR


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12 years. He has also written for Computer Graphics World,

Publish, and TV-Broadcastmagazines, among others.

As a speaker, Mr. Leland has led workshops at the Inc.

500, Inc. Growing the Company, Mediasense, MacWorld,

Image Expos, Corporate Computing Expo, and other

conferences. He has served as the conference director of

the Rocky Mountain Film & Video Expo and as the West

Coast, on-camera correspondent for theAmerican Business

JournalTV series.

Articles about Mr. Leland and his work have been

published in Business Week, Presentations, Electronic Media,

MPC World, PC Today, San Francisco Business Times and

Videomakermagazines, among others.

Leland is currently president & creative director of the

strategic online communications agency, ComBridges.com

and Dean of NewMarU.com, New Marketing University.


n 8 6 n

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