7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
1/27
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
2/27
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.
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
3/27
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
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
4/27
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
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
5/27
n 1 n
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.
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
6/27
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
n 2 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
7/27
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.
n 3 n
INTRODUCTION
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
8/27
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
n 4 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
9/27
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
n 5 n
INTRODUCTION
http://localhost/var/www/apps/conversion/tmp/scratch_2/[email protected]://www.combridges.com/blog/http://www.youtube.com/jonlelandhttp://newmaru.com/http://newmaru.com/http://newmaru.com/http://facebook.com/combridges.fbhttp://facebook.com/combridges.fbhttp://twitter.com/joncombridgeshttp://twitter.com/joncombridgeshttp://www.linkedin.com/in/jonlelandhttp://www.linkedin.com/in/jonlelandhttp://localhost/var/www/apps/conversion/tmp/scratch_2/[email protected]://www.combridges.com/blog/http://www.youtube.com/jonlelandhttp://newmaru.com/http://facebook.com/combridges.fbhttp://twitter.com/joncombridgeshttp://www.linkedin.com/in/jonleland7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
10/27
n 7 n
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.
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
11/27
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
n 8 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
12/27
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
n 9 n
PROLOGUE
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
13/27
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.
n 1 0 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
14/27
n 1 1 n
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.
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
15/27
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
n 1 2 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
16/27
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
n 1 3 n
PROLOGUE
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
17/27
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
n 1 4 n
INTERNET MARKET ING: 8 KEY CONCEPTS
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
18/27
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
n 1 5 n
PROLOGUE
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
19/27
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.
n 1 6 n
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
20/27
n 1 7 n
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
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
21/27
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.
n 1 9 n
P A R T O N E
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
22/27
n 2 0 n
INTERNET MARKET ING: 8 KEY CONCEPTS
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.
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
23/27
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?
1
2
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
24/27
n 2 2 n
INTERNET MARKET ING: 8 KEY CONCEPTS
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
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
25/27
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/
n 7 9 n
TAKING IT TO THE NE XT LEVEL
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
26/27
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
n 8 5 n
ABOUT THE AUTHOR
7/27/2019 "Internet Marketing: 8 Key Concepts Every Business MUST Know" Free Sample
27/27
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.
INTERNET MARKET ING: 8 KEY CONCEPTS
n 8 6 n