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It is an indisputable fact that the world’s economy is moving more toward the online model of exchange. Amazon and Google stand as icons of companies that began as small projects, only to grow into massive successes, largely due to the successful marketing of their services. The question then arises, how can a small business take advantage of the opportunities presented by the Web in order to make a profit?

Same as it Ever Was

At its core, online marketing follows the same principles as any other means of marketing – a provider has a product or service they wish to sell, so they advertise in order to draw potential customers’ attention to the information they’ve put together. Just like television commercials, online marketing has to be creative and informative to truly catch the attention of the discerning customer. We’ve all heard of popup and banner ads that do nothing but hog resources and annoy potential customers rather than attract them to the product, and that result is hardly healthy for any business.

And Now for Something Completely Different

One method that sidesteps the click-away tendency is the use of a blog to market the product. Blog is a shorthand term for web log, and refers to a serial, online journal or record intended for regular viewing. Examples of blogs include noncommercial ventures such as personal diaries posted to Livejournal, the daily record of campaign events for the more tech-savvy politicians, and ‘hobby’ blogs that cover an activity such as cooking or model airplanes. However, they can also include outright commercial ventures, such as a blog intended to promote a new product, consisting solely of video posts explaining the various advantages to the new product.

It’s Easier Than Herding Cats

Some blogs strike a balance between these two extremes. Consider the highly successful LoLCats website. This site began solely as a hobby, posting humorous images of cats. However, due to effective word of mouth promotion among people with similar interests, the site grew quickly, spinning off additional sites and generating an extraordinary amount of advertising revenue. The site has grown so much that Time magazine reported the company was purchased for two million dollars in 2007.

Now, this result is obviously not the norm. For every cheezburger success story, there are thousands of blogs that toil on in obscurity, accomplishing nothing at all. The differences can be many, but they can be boiled down to concerns relating to effective marketing.

Give it the Old College Try

Let’s say that a user named Ron has a passion for low budget college cooking, and wishes to make money writing about it. Ron starts a small blog, using the popular WordPress blogging system, and begins posting two or three times a day. He posts recipes, money saving ideas, and ‘bet you didn’t know’ material, building a decent sized archive. To get an audience, Ron begins visiting and participating in cooking and college related forums, mentioning his blog and its goals to his audience, gathering new users with patient, active efforts.

Eventually, Ron takes two steps toward commercial success when he monetizes the blog through an advertising revenue program (such as Google’s AdSense), and by using the blog to promote his new eBook, “Collegiate Cuisine”. To hook readers, he promises not only recipes he’s already included on the site, but special tips on inexpensive ways to get cooking tools and a few new recipes he hasn’t shared yet.

Will this model work? Perhaps. If Ron is too pushy, he might turn people off to his product before they ever come to his site. If he’s too timid, his message will get lost in the tide of the Internet. If he chooses poorly in the ads he allows on his site, users won’t click and the ads will generate no money. So the second key is research and careful attention. Ron and other blogging marketers have to study the market, pay attention to peoples’ needs and input, and adjust their presentation accordingly.

But is There Any Money in it?

To return to the point that there is money to be made in blogging, one would be remiss not to pay attention to the successful Problogger. In the classic ‘make money teaching others to make money,’ tradition, this is a blog that makes its revenue by teaching users how to make money through professional blogging. Many other sites, such as FreelanceWritingGigs, swear to Problogger’s integrity and efficacy and the site does provide a great deal of information. So there clearly IS money to be made in the blogging-as-marketing world.

Back to the Basics

The key to blog marketing is the same key to any business venture, appropriateness. The savvy businessman will evaluate their entire business, and do the research to determine if blogging is a vital addition to what they’re trying to accomplish. Blogging allows for a wider audience than local advertising, which could lead to expanding into nearby cities, or shipping to distant locales. It is an option that should seriously be examined, and approached with the same degree of research and caution as any business venture or proposal.

Enzo F. Cesario is a Copywriter and co-founder of Brandsplat. Brandsplat uses quality content and state-of-the-art Internet distribution and optimization to build links and drive the right kind of traffic to your website. Go to www.Brandsplat.com or visit our blog at: www.brandsplatblog.com

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Developing a newsletter is a great way to engage your users and generate site referrals. Newsletters give your readers a call to action (whether it’s a discount or joining your social cause), enable you keep in touch with your audience and can be effectively measured to refine your strategy to maximize your digital impact. Take a look at the image below to see a snapshot of ProBlogger’s website traffic. Each spike is the result of the ProBlogger newsletter. We’ll share several tips to build your subscriber base and develop compelling content for your newsletter.

Building Your Subscriber-base

Make your newsletter visible: Have multiple links pointing to your newsletter. A link in the sidebar, below blog posts and a badge in the header are prime locations for links to your newsletter.

Make it simple: Signing up should not be difficult. The easier you make it, the more likely you’re going to have readers subscribe. Try providing a field where all readers need to do is write their e-mail address.

Newsletter Content

Define your goals: What is the purpose of your newsletter? What are you trying to accomplish? Is it to generate leads? Site referrals? Educate? Increase product sales? There needs to be a clear call-to-action.

Segment your target audience: If you have multiple audience demographics, it’s important to segment them into distinct groups. If you send a blanket message to all of your customers, your message might fall upon deaf ears because it is not relevant. Are some of your customers price sensitive? Offer coupons and discounts. Or, are some of your customers passionate about your industry? Offer insight and news updates about the key issues surrounding your industry.

Develop relevant content: Though readers like to hear about new products or deals, it’s not all about you. Deliver industry insight (e.g. how-tos, trends, analysis, news etc) to add some perspective for your audience.

Be visual: Sending large chunks of text can be overwhelming — consequently landing your newsletter in the trash. Accordingly, make your newsletter visual and use no more than 700 words. At the same time, try not to bog down your newsletter with images. Large images can take too…

To read more about business newsletters, go to Sparxoo, a digital marketing, branding and business development blog.

Sparxoo is a business blog that inspires breakthrough by tomorrow’s leaders. We are a strategy consulting firm with a pulse on marketing, branding, and development.

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