FEBRUARY 2017
SEO CONSULTANT , ALEYDA THE ENTREPRENEUR:
S O L IS
VIVIEN WONG, LITTLE MOONS
LINK BUILDING INTERVIEW: ARNIE KUENN OF VERTICAL MEASURES
ALAN AND GARY KEERY,
CEREAL KILLER CAFÉ
Learn How People Are Making Money Online Today!
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MWM contents
[ FEBRUARY 2017 ]
Regular Columns 6
Editor’s Letter Welcome to the February edition.
7
MWM Inbox Got something to say?
8
What’s On Seminars, Expos and Summits!
10
MWM News Stuff you should know about.
13
MWM Success Story The Entrepreneur(s): Alan and Gary Keery, Cereal Killer Café
16
Subscribe - Subscribe for free
17
MWM Ask the Expert Link Building Interview: Arnie Kuenn of Vertical Measures
25
MWM Gadgets and Toys You know you want them.
28
29
31
13 Alan and Gary Keery
34 Aleyda Solis 34
MWM Q&A SEO Jo Blogs Interviews International SEO Consultant, Aleyda Solis
Advertise in MWM Be seen by potential customers.
37
MWM Useful Links All the links in one handy place.
MWM Tools Books, Courses, Software etc.
39
MWM Marketplace Buy & Sell domains and websites.
41
Featured Products & Contributors The people and products that helped make this edition.
49
MWM Back Story The Entrepreneur: Vivien Wong, Little Moons
MWM Videos Useful videos on internet marketing
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MWM contents
[ FEBRUARY 2017 ]
Features 12 A Guide to Internet Marketing By: Rodolfo Shelton 22 Email Marketing By: Stuart Roberts 23 Internet Marketing Cons By: Brooke Moody
22 Email Marketing
26 Internet Marketing- Five Strategies to Market Your Product By: Jonathan Fox 32 Internet Marketing Pros By: Brooke Moody 38 Internet Marketing Strategies By: Lillian Clarke
47
Cons of Social Media Marketing
46 Search Engine Optimization By: Lillian Clarke
42 Contributors 44 Internet Marketing Trends in 2016 By: Rodolfo Shelton
47 Cons of Social Media Marketing By: Jonathan Fox
MWM editors letter Welcome to the FEBRUARY 2017 Issue of our monthly “Making Web Money” Online Digital Marketing magazine - where every month we show you how real people, just like you, are making web money – online.
This month we have MORE great articles and personal success insights, interviews, plus some ONLINE opportunities for you. - Email Marketing By: Stuart Roberts - A Guide to Internet Marketing By: Rodolfo Shelton - Internet Marketing Cons By: Brooke Moody - Internet Marketing - Five Strategies to Market Your Product By: Jonathan Fox Internet Marketing Pros By: Brooke Moody - Internet Marketing Strategies By: Lillian Clarke - Internet Marketing Trends in 2016 By: Rodolfo Shelton - Search Engine Optimization By: Lillian Clarke - Cons of Social Media Marketing By: Jonathan Fox - MWM Success Story - The Entrepreneur(s): Alan and Gary Keery, Cereal Killer Café
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MakingWebMoney.com Subscription enquires: www.MakingWebMoney.com Order the printed edition: www.issuu.com Advertising enquires: www.MakingWebMoney.com Contribute articles: http://MakingWebMoney.com Making Web Money Magazine Published 12 times per year.
- MWM Ask the Expert - Link Building Interview: Arnie Kuenn of Vertical Measures - MWM Q&A - SEO Jo Blogs Interviews International SEO Consultant, Aleyda Solis - MWM Back Story – The Entrepreneur: Vivien Wong, Little Moons
I hope you enjoy this month's issue of the magazine, and as always please email me any comments, contributions or feedback. We now have 59 Great Back Issues of MWM!
>> Talk to me
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Copyright ♥
All rights reserved. Reprinted with permission. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher Making Web Money Online Marketing Magazine Editor Harry Crowder
Twitter.com/harrycrowder Keep your valuable feedback coming. I try to reply to every email, I appreciate your input as it helps to make MWM the Best magazine possible.
Email me at: harry@harrycrowder.com
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Advertising See Above Contributors Various experts in their fields The instructions and advice in the magazine are for entertainment purposes only.
Both the paper and our printer meet the international standard ISO 14001 for environmental management. The paper comes from sources certified under the Programme for Endorsement of Forest Certification scheme (PEFC). Please recycle this magazine – or give it to a mate.
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MWM 8
MWM what’s on FEB
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“If computers get too powerful, we can organize them into committees. That'll do them in.” ~Author Unknown
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MWM news
AMAZON SCOOPS UP THE '.BUY' DOMAIN FOR $4.6 MILLION Looking to branch out beyond ".com," Amazon is the new proud owner of the ".buy" generic top-level domain (gTLD) after paying nearly $4.6 million at auction. The online retail giant reportedly beat out Google and two other companies in the auction, where the ".tech" and ".vip." domains were also sold for millions. The auction was run by ICANN, the nonprofit organization that oversees Internet domain names. Although the domain is sure to be valuable, it's still just a consolation prize for the purveyor of almost everything; in May, the company was denied its request to buy ".Amazon" amid objections from officials in Brazil, Argentina and other nations in the Amazonian geographical region. (The Patagonia clothing company had made a similar request for ".patagonia" earlier, but withdrew its application after locals voiced similar objections.) It’s not yet known what Amazon’s plans are for ".buy," though owning it will certainly add to its reputation as the king of ecommerce. Amazon isn't the only company spending big money on top-level domains. The ".vip" domain was sold to a company called Minds+Machines for more than $3 million while ".tech" went to a group called Dot Tech LLC that plans to use the gTLD to create a dedicated environment for the tech industry. Sometimes gTLDs outside of the mainstream ones like ".com," ".edu," ".org" and ".net," are viewed as second best, but a new study from SEO and online marketing company Globe Runner shows that when it comes to driving traffic to your website, the opposite may be true: in a test, unique gTLDs surpassed ".com" on several key metrics. That’s something businesses should keep in mind, especially now that ICANN is making more of these gTLDs available, including five new ones such as ".church," ".guide" and ".life." This just marks the beginning. ICANN has been planning the biggest expansion of gTLDs in modern Internet history since 2011. In 2012 it revealed 1,930 proposals including ".apple," ".google" and ".nyc."
GOOGLE STARTS RELEASING LIVE ANDROID INSTANT APPS BuzzFeed, Wish, Periscope and Viki are the first Android apps
Google has announced the release of several apps that sport the new Android Instant Apps feature. This allows Android users to use an Android app without having to install it from the Play store. Google demonstrated it back at Google I/O last year. Google has allowed a few publishers to launch these in the real Android world as a live test. These publishers include BuzzFeed, Wish, Periscope and Viki. These live tests will allow Google to collect “user feedback and iterating on the product.”
Quotable:
“Computers have lots of memory but no imagination.” ~Author Unknown
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Feature Article ..
MWM 12
A GUIDE TO INTERNET MARKETING By: Rodolfo Shelton
Internet marketing has only been on the scene for about fifteen years and has already been established as an essential component of marketing. Internet marketing largely is a hit or miss scenario, but there are a few things which if done correctly, will lead to success. Listed below are a few things you should follow while opting for internet marketing: 3. Use the various available internet marketing strategies. You have a wide array of choices; you can opt for any of these marketing strategies- SEO, PPC (Pay per click), email, social media, content marketing, affiliate marketing, etc. These strategies have their strengths and weaknesses. Depending upon your business and the type of customers you wish to attract, you can opt for one or more of these strategies. 4. Start out with a few strategies and then diversify It makes more sense to start off with a few of the above-mentioned strategies and not just dive into all of them at once. You can gradually shift to other strategies as your business grows and the other plans begin to reap their rewards.
1. Analyze your strategies This bit is essential. You need to analyse your strategies based on the feedback that you receive from your customers. If a certain strategy is not working well/not giving tangible returns, it will make sense to shut it down completely. And the effectiveness of a strategy can only be judged if you analyze the data. 2. Keep learning Things change very quickly in the internet world, especially in a field like Internet marketing which is in its infancy. New strategies and methods of marketing your product may crop up at any time. Hence, it is important that you keep learning about this field. Last but not the least; keep your eyes and ears open to grab any new concept. It will surely gIve you new ideas.
MWM success story
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THE ENTREPRENEUR(S): ALAN AND GARY KEERY, CEREAL KILLER CAFÉ
The "weird twins that own a business and live together" on their recipe for viral success, popularity in the Middle East, and bad experiences with banks
“Have passion about what y o u d o .”
“
Quotable: “If you have any trouble sounding condescending, find a Unix user to show you how it's done.” ~Scott Adams
Founders: Alan and Gary Keery Company: Cereal Killer Café Website: cerealkillercafe.co.uk Description in one line: World’s first international cereal café Previous companies: None Turnover: £900,000 12 month target: £1.4m
Business growth Describe your business model and what makes your business unique: • • •
We offer 120 different cereals from around the world There is a nostalgic interior littered with 80s and 90s cereal memorabilia We also offer beds
What is your greatest business achievement to date? Before our business even opened its doors, we were known globally after trending worldwide on Twitter and Facebook with press stretching from CNN (USA) to ABC (Australia) and a lot in between. Not bad for our first business venture! What numbers do you look at every day in your business? We always keep a close eye on our KPIs, average transaction value and units per transaction as this ensures our staff are delivering our service model. To what extent does your business trade internationally and what are your plans? We are pretty popular in the Middle East, something we never thought we would say! As a result, we have found license partners in Dubai, Kuwait, and Jordan, and will see cafes opening in each country in the next couple of months. We have also sold the rights to a number of other countries and in 2017 will see cafe openings in Qatar, Oman and Bahrain.
Describe your growth funding path: We injected our own savings into the business, and sought remaining funds from Lloyds; which was a disaster. They wasted a lot of our time and submitted an incomplete business plan which was declined. This then affected our company credit score and as a result we were refused by a second bank. This didn’t stop us though and we found our extra funding through Virgin StartUp, who were amazing throughout the process. What technology has made the biggest difference to your business? The internet and social media.Without this our business wouldn’t have had the reach it did. One article Mashable published about us had over 115,000 shares. I think our story of opening a cereal café and being identical twins with beards was the recipe for viral success.
We always keep a close eye on our KPIs, average transaction value and units per transaction as this ensures our staff are delivering our service model.
What is the most common serious mistake you see entrepreneurs make? Taking too much of other people’s advice. How will your market look in three years? Although the cereal industry is in the decline, we have created a new way of enjoying it. Our idea has been replicated in other countries; for instance Kellogg’s recently opened a cereal café in Times Square. What is the single most important piece of advice you would offer to a less experienced entrepreneur? Have passion about what you do.
Personal growth Biggest luxury: Buying our first house. Yes, we are the weird twins that own a business and live together. Executive education or learn it on the job? Where would you like your business to be in three years? We’d like to see café in a few more countries. We know our café will never be a Starbucks but we are a fun experience eatery and are already in talks with a few other partners for expansion. Our ultimate goal would be to launch our own line of cereal. We now know first-hand what customers are after and we would love to amaze people with some incredible flavors.
Growth challenges What is the hardest thing you have ever done in business? Dealing with suppliers and manufacturers that don’t deliver what is promised and on time. What was your biggest business mistake? Approaching banks for loans. We should’ve looked into specialist companies who specialize in helping start-ups, but we were unaware of them at the time.
On the job – neither of us went to university and we have never regretted it. What would make you a better leader? Having three arms! What one thing do you wish you’d known when you started? Some of the difficulties we’d face with importing and exporting. One business app and one personal app you can’t do without: Instagram for the business, and eBay for personal use. Business book: The Cereal Killer Café cookbook. It might not tell you how to run a business but it can tell you how to make a killer Lucky Charms cheesecake!
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MWM ask the expert
MWM 17
LINK BUILDING INTERVIEW: ARNIE KUENN OF VERTICAL MEASURES Arnie Kuenn is the president and founder of Vertical Measures, LLC, as well as the founder and president of the Arizona Interactive Marketing Association (AZIMA) and has presented
Did you know:
?
Can you tell us a little about Vertical Measures and your role there? Vertical Measures is a full-service internet marketing and link building company in Phoenix. We help our clients gain more business from their websites by providing internet marketing solutions using innovative and ethical strategies. We achieve this by developing expertise across multiple disciplines while constantly adapting to current trends. The company is comprised of a group of individuals with backgrounds in internet marketing, social media, web design and technology, each offering their individual expertise in order to provide our clients with the very best services available. I founded Vertical Measures in 2005 and continue to play a very active role in the day to day operations.
Around 40% of the world population has an Internet connection today; 20 years ago, it was less than 1%.
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MWM ask the expert How important is link building relative to other SEO activities? In other words, how much of their time should SEOs devote to link building – 10%? 50%? Link building is obviously very important to any SEO campaign, and I think anywhere between 60% and 70% of your time should be spent in this area, although I may be a little biased! Obviously once the foundations of a site are laid down correctly, having the right titles and meta tags for example, the most important thing to work on is getting good quality links pointing toward it. Not only is this important for your search engine rankings, but also for creating traffic and conversions for a client, which is the real reason why we are in business.
What factors go into a "quality" link? The best quality links will always be within the actual content of a webpage or article on a strong, well-known domain, both in terms of value to human visitors and for the weight given to them by a search engine. The article or news story containing the link should be contextually relevant to the website it is linking to, and preferably with strong keyword anchor text, no “click here”s or “read more”s. After these factors there are the other variables out there in the industry, such as PR and do-follows, the importance of which is always being debated, but they are always something you would rather have.
What are your favorite link building tools, paid and/or free? We use a lot of the SEOMoz tools, as well as SEO Majestic and Link Diagnosis. Those along with Yahoo Site Explorer are great for doing backlink analysis, although the rumors are that Yahoo Site Explorer’s days are numbered, and I will be sad to see it go. However, the best tool for finding links truly is your brain. Having experience and thinking in the right way, as well as knowing how to use the right search operators, you are able to track down the perfect sites.
What features would ultimate link analysis include?
the tool
Oh, wow, tough question! Good one! Well, I guess the absolute ultimate link analysis tool would have access to the Google data to tell us the exact worth of the link to show off to our clients. Failing that, something that can reliably and accurately combine the important numbers – like the number of linking root domains, number of links to a page, PR and social media mentions – and give me one output to approximate the value, I think would be a fantastic resource.
How does social media change the link building game? Does "social linking" via Twitter and Facebook reduce the importance of traditional links? As they say, Twitter is cannibalizing the link graph, and I see it changing the link building game via the relationships that can be established on that medium. You can reach out to industry experts in the particular field that you are link building in that you never would have become acquainted with before, not to mention the intensive exposure for nofollow links that you tweet out yourself. I don't think "social linking" reduces the importance of traditional links because you need both kinds to be considered a quality link builder. This just gives us one more outlet through which to get links.
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Which link do you think helps your site more and why: a link from an authoritative, totally unrelated website or a link from a pretty authoritative, highly relevant website? Both are anchor text links, and you have to pick just one.
Any tips for marketers embarking on link requests? What tactics get the best response? You catch more flies with sugar than vinegar. Being polite and unassuming while assertively stating your case for the link is the best way to go with link requests. They are doing you a favor, not the other way around, so it's important to keep the tone respectful. Also, be prepared for rejection and don't let it get you down. Just remember the old sales adage that every ignored email or negative response just puts you one closer to nabbing that elusive link.
Is it ever okay to buy a link? If so, how do you avoid getting caught/penalized? Buying links for traffic is a good thing. Buying links to manipulate search engines is never a good thing. You should not be thinking about how to avoid getting caught and penalized because you are not smarter than all the engineers at Google. You will be caught, so it would be a much better use of your time and resources to figure out how to get links in a more ethical and natural manner.
Can I have both of them? J If I can pick only one, I'm going to go with the authoritative unrelated site. Although relevance is important, higher authority still carries more weight today. The golden standard of link building still involves getting links placed on highly authoritative websites.
What's the best link you ever scored and how did you get it? This is a really difficult question to answer. We have several link builders here and we get hundreds of links for our clients every month, maybe thousands. In fact, most of the time we are creating content for a client and promoting it and that is probably where we get the best backlinks, so we wouldn’t really say we “scored” in the traditional sense. However, every once in a while someone does jump out of their chair telling us all about the link they just scored. But I have to admit, when I read the question a specific link came to mind. I don’t actually do any link acquisitions myself any more, but two years ago I did and was pretty proud of this particular link. Mostly because it was many links all at once. I was proud enough that I wrote a blog post about it. Basically we managed to get links to several of our client’s sites all on one page of a very nice site. You can read the entire story on that post.
You catch more flies with sugar than vinegar. Being polite and unassuming while assertively stating your case for the link is the best way to go with link requests.
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Feature Article ..
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EMAIL MARKETING By: Stuart Roberts Email marketing is a type of Internet marketing. It refers to the act of sending the email to a target group of people. Marketers may use email marketing for varying reasons. But all of them are down to one key aim- to have a better connection with your customers. Despite the whole array of other online marketing strategies available today, email marketing remains an integral part of any marketing campaign. Listed below are a few things that should be kept in mind while opting for this marketing strategy: 1. Optimising for mobile devices is essential A large percentage of users check their mail on the go, and if they can’t read you the email on mobiles, you’re already out of the game. The penalty for not optimising is stiff. 2. Relevant material Relevant content is essential, send too many irrelevant/wayward mails, and you will end up losing many of your subscribers. 3. Personalise the content Your email will have a better impression if it is personalised. Add personal recommendations. Make sure that the email uses the exact gender words. Acknowledge your subscribers are human beings. 4. Get permission The brand must seek permission before sending marketing emails to the customer. Bombarding a person with emails when he is not interested/not subscribed will only be detrimental to the business. 5. Give your customers space Customers do wish to hear from you, but it is essential that you do not just bombard them with emails. Define a schedule, and based on the feedback you get, tweak it. And when it has been decided, stick to it. 6. Make it easy to opt out There is nothing as infuriating as receiving an irrelevant email and not being able to opt out of it. Make sure there is a visible unsubscribe option, or it will just lead to bad PR for your business.
The brand must seek permission before sending marketing emails to the customer. Bombarding a person with emails when he is not interested/not subscribed will only be detrimental to the business.
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INTERNET MARKETING CONS By: Brooke Moody
The advent of the internet has completely revolutionised the marketing field. More and more businesses are shifting their resources away from offline modes of marketing to internet marketing. However, like everything else, internet marketing has its share of downsides as well. Listed below are a few cons of internet marketing: 1. Competition The stiff competition that marketers face online is one of the biggest downsides. It is, hence, tough to make your business stand out from the rest of the herd. 2. Expertise requirement Along with the knowledge of fundamental marketing, internet marketing also requires knowledge of SEO (search engine optimisation), content creation and data analytics. And very often, you may be forced to additional personnel just for this purpose. 3. Trust issues Since marketing is wide-spread all over the internet, it can be very difficult for a business to gain the customers trust. It may take a long time to build a trustworthy reputation. This goes the other way too. Your business itself may be subject to unethical and fraudulent practices. Your logo or content may be stolen without permission since it is available on the internet. 4. Inaccessibility Although a significant chunk of the world population uses the internet, if your target audience is not one that has access to this service, you may be better off sticking with other forms of marketing. 5. Too many variables The problem with internet marketing is that there are too many variables, and most are usually out of your control. For example, an isolated event of poor service on your part may become familiar and completely damage your reputation. Having seen the above points, it is advisable not to spend too much money or time yourself into internet marketing. A better option would be to hire a professional firm and outsource it to them. The baseline to stay safe in this intrusive set up is ‘show less and talk more!’
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MWM gadgets & toys USB-C Power Meter Helps You Spot Counterfeit Accessories The promise of USB-C is great: One Before They Fry Your Gadgets cable to connect all of your devices, laptops, tablets and smartphones. Unfortunately it comes with the big caveat that you might end up damaging your gear if you cheap out on a USB-C cable. But Satechi's new Type-C Power Meter makes it easy to tell if your USBC gadgets are at risk of getting fried, or under-powered, by a sketchy accessory.
FIFISH IS AN UNDERWATER DRONE
http://www.gizmodo.com.au/
Samsung LEVELThe Box Slim Speaker Samsung LEVEL Box Slim is an 8W Bluetooth speaker and it comes with a 2600 mAh battery that will give you up to 30 hours of usage.
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The Level Box Slim was designed from top to bottom to deliver more convenience to users’ listening experience. Its highly portable size (148.4 x 79 x 25.1mm, 236g) allows it to be held comfortably in one hand and makes it equally suitable for use indoors and outside. The handy stand integrated into the speaker’s back allows users to prop it up wherever they please, while IPX7 water resistance means it’s built to stand up to rain, snow and morning showers.
You want it Go on splurge – you deserve it. It’s time to spend your hard earned cash.
TURN YOUR APPLE WATCH INTO A TINY MACINTOSH COMPUTER Turning the Apple IT CHARGES Watch on its sideWHILE while it's charging overnight puts it in Nightstand Mode so you can always see the time. But with Elgato's amusing new W3 stand, instead of a tiny alarm clock, your Apple Watch becomes a miniature replica of the original Macintosh computer on your bedside table.
Did you know
http://www.gizmodo.com.au/
Drones are dime a dozen in the market these days, and there is one common denominator that binds all of them together — all of these drones would take to the skies, regardless of the kind of form factor in which they arrive in. Well, perhaps things in the drone market are going to change in time to come, especially when you take into consideration the effort by Qiyuan Technology’s FiFish. The FiFish is an underwater drone that clearly relishes the task of capturing whatever it “sees” while underwater. The FiFish has been touted to be the first attempt to bring together both military and industrial underwater drone where the consumer market is concerned. It also hopes to be able to come up with a new market demand which might just spur a whole new industry in the drone segment. The FiFish will make use of core technologies and algorithms, which will include state of art component design, a robot operating system, a video/data collection system, a cloud processing and terminal application. Equipped with an underwater propeller system that will be accompanied by a camera and lighting system, control system, underwater communication system and real-time feedback system, the FiFish has the ability to stream real-time high resolution video whenever it remains under water. There is no word on pricing or availability as at press time, but it would certainly be a novel drone to have around if you would like to see things from a different perspective. It would be interesting to see how the other drone players would react to the idea of an underwater drone. While the places where an underwater drone is able to ply its trade is rather limited, the kind of video footage that you are able to obtain with it will surely be well worth the effort in terms of cost and going through the learning curve.
http://www.coolest-gadgets.com/
By 2018, computers will be able to see, hear, taste, touch and smell.
Feature Article .
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INTERNET MARKETING- FIVE STRATEGIES TO MARKET YOUR PRODUCT By: Jonathan Fox Digital marketing is an umbrella term for all online efforts a marketer makes to market his product. Marketers use digital platforms like social media, email, or search engines (via SEO) to connect with both their current and prospective customers. The emergence of digital marketing is parallel to the increasing use of the internet. People and businesses spend a lot more time online than they did a few years ago. Listed below are a few tactics that can be used to market a product/service: 3. Content Marketing This refers to creating content which is relevant to your target audience. The content should be engaging and eye-catching. This will help drive up traffic and will connect you to potential customers. 4. Social Media Marketing This refers to the promotion of your brand and your content on social media sites. When done efficiently, social media marketing will help increase brand awareness, and the web traffics, and will also generate leads for your business. 5. Search Engine Optimization (SEO) SEO refers to changing or editing your article in such a way that it would rank higher on search engines. This will help in increasing the amount of free traffic on your website. SEO is a must for every business, as it is cheap and very effective.
1. Email Marketing Companies often use emails as a medium to communicate with their target audience. Emails can be used to promote content, offers, events, etc. Email marketing has been in use for a long time and has proven to be one of the most effective ways of internet marketing. 2. Affiliate Marketing Affiliate marketing is usually performancebased. You get money in exchange for promoting the products or services of others on your website. It is a good way to earn some quick cash. Go for it, it is low on investment and high on returns! The only requirement is ‘Learn to grab attention!’
Companies often use emails as a medium to communicate with their target audience. Emails can be used to promote content, offers, events, etc.
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MWM tools > Books, Courses, Software, Tools and other Resources to help you succeed online.
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk
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Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi This is an advice-rich, forward-thinking book. The beginning starts with David and Goliath story, viewed and analyzed from the business side. The content marketing expert shares his thoughts about how exactly content, which creation is a laborious work, can be useful for any industry. In addition to describing the successful campaigns, the author also talks about his own mistakes and bad decisions, accompanying them all with conclusions. Who is Сontent Inc for? Entrepreneurs, who need to develop a content strategy, would get the most from this book. Six-step business-building process – The sweet-spot, Content Tilting, Building the Base, Harvesting the Audience, Diversification and, finally, Monetization “has worked wonders” for Pulizzi, so why not try?
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New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works. When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing— patiently engaging with customers to build the relationships crucial to successful social media campaigns— want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t. Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices— content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
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Feature Article .
INTERNET MARKETING PROS Businesses across the globe have started allocating a bigger share of their budget for internet marketing. They aim to use the potential of the web to improve their web traffic, sales, brand awareness and online presence.
By: Brooke Moody
Internet marketing has completely changed the way businesses advertise their products. We look at a few benefits that one can expect from an internet marketing plan: 1. Access to a wider market Web-based marketing allows a business to find and interact with their target audience quickly and efficiently. And because you have a broader and greater audience, your chances of success increase as well. 2. Cost effective Unlike offline modes of marketing, internet marketing requires little/no capital investment. Almost all social sites are free to use, except for when you wish to promote your product quickly. The only measurable cost in internet marketing is of time. 3. Building consumer
relationships
with
the
Online marketing allows you to build relationships with your customer, and over time this may translate into brand loyalty. 4. Keep track of customer preferences The internet helps you to keep track of previous orders or purchases of your clients with ease. This will help you to send out more personalised messages in the future, and hence increase your chances of a sale.
5. Convenience Marketing online is convenient both for the customer and the producer. As a producer, you can run your site without having to worry about work timings. Customers too can interact with the business whenever they wish, without even leaving their house. 6. Affiliate marketing You can even earn some income on the side by entering an affiliate marketing partnership with another business. This can be a good source for some passive income, which benefits both partners. Moreover, Internet Marketing has global reach, hence it is extremely easy to approach, find and sell your services anywhere, any time.
Online marketing allows you to build relationships with your customer, and over time this may translate into brand loyalty.
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MWM Q & A SEO JO BLOGS INTERVIEWS INTERNATIONAL SEO CONSULTANT, ALEYDA SOLIS I am so pleased to announce that Aleyda Solis is speaking at 3XE Digital. I have wanted Aleyda to speak for a number of years and she has some time in London to come ! I have seen Aleyda on the SEO circuit for a number of years and wanted to interview her about how she started her successful career. 1) How did you get into SEO?
2) Do you think it is important to have a degree before going into digital?
It was 10 years ago in 2007 when I started to work at an Online Marketing agency, called Internet Advantage. I first was in charge of managing and growing a network of travel Websites and SEO was a key part of it for me, so when there was an empty spot for an SEO specialist, I filled the role and focused on consulting for clientsX. until I ended-up managing the department a couple of years later.
Not at all. What it will really makes your life easier is to have a good understanding of how the Web works, and if not, be willing to learn as much as possible. The fact that before being an SEO I was a Web designer and front-end Web development certainly made my life easier at the start and had a smaller learning curve. I have actually an engineering degree, I’m a systems engineer, which doesn’t really have to do with digital, but it has helped me tho to understand the process, map it easily with functional and non-functional requirements, working with workflows, having taken also marketing classes to “extrapolate” what already were good practices offline to the online world, etc. but some of the best SEOs I know had no background at all in digitalX so of course it will help that you have previous knowledge and that you have studied something related to it however, I don’t think is “a must” or important at this point to have a degree before going into digital.
3) Some of those newly qualified grads (who finished last Sept) still have not been accepted on a graduate program. What would you recommend to them? Is it important to join a graduate program? With new professions like those in digital, and SEO in particular, it’s more important to be a self-learner and really, now that there are so many offers of online courses, sometimes even free or very cheap, if I was at that stage right now I’d rather first take a few online courses to see if I really like the area, read and test all what I possibly can myself, and if there are programs that *really* offer benefits that can’t be obtained otherwise, like learning first hand from very experience people in a very actionable environment or internships for example, I’d take them. It’s all about assessing the actual value that the program would bring. Education is changing, nowadays having certain degree doesn’t guarantee a job, in fact, having certain degree doesn’t guarantee that you actually know what’s the most relevant and effective techniques in your area, it might provide good building blocks of course, but if it is digital, since it advances so fast, you really need to be willing to self-learn and test.
4) Can you recommend specific companies or agencies that train staff well in digital? For example where you worked? The best I’d say is to hire specialists of each area to train your team or hiring a digital marketer who focused on training, like Bas van de Beld. An agency that’s doing it very well by training their team is Koozai. In the last couple of years I’ve given Mobile & International SEO workshops in the KoozAcademy, which is their internal learning series for their team, for which they invite specialists from many areas to train their employees, is amazing and a really smart way to do it I’d say.
5) What was the final straw that made you set up your own business? (Many people talk about it, but it is hard to set it up) On one hand, my last experiences as an employee left me with the feeling of “I wish I could make this decision myself”, which I couldn’t because I was an employee. That with the fact more companies came for me for advice and consulting, and realizing that there was really no risk, made me take the decision. When I say that there’s no risk, it’s reflecting on the fact that the worst that could happen is that I wouldn’t end up having the type of expected clients that I looked to get and I’d need to get back to work as an employeeX. so it was really to be what I really was, not really a risk.
6) What are the 2 Best Things About Having Your Own Business and the 2 Things You would like to Change? The best things to have my own business are to be able to decide and choose the projects I collaborate with, also having the flexibility to work from wherever I want, not needing to task for permission every time I’m asked to go to an event, not needing to commute every day to work and to also be able to be involved in my own projects and not only in the clients ones. I wouldn’t like to change anything really, I’m loving it so far, it’s the experience of my lifetime and just looking to do it even more Thank you Aleyda for taking the time to be interviewed on SEO Jo Blogs. Aleyda is a busy Consultant, running her own business Orainti, writing for Search Engine Land and State of Digital.
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MWM useful links
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Feature Article ..
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INTERNET MARKETING STRATEGIES By: Lillian Clarke
As the role of internet marketing grows larger and large in business, it is important to implement it correctly. Not doing so can not only lead to wastage of your resources, but it can also damage your reputation. Keep the drive on, but hold the gears and the steering wheel. Below are five strategies related to internet marketing that any business should try to implement: 1. Opt-in email list Always receiving irrelevant emails can be very irritating for the consumer and may lead to bad PR. Having an opt-in email list is a must. Consumers can then come and sign up for your email list if they are interested in your products. 2. Hire a consultant If you do not know much about internet marketing, hiring a consultant is a good idea. A specialist will ensure that your resources are channelled correctly. They will also help you to exploit the full power of the internet. 3. Use Press Releases When you send out an online press release, you present new information to your customers in a formal way. This also allows other blogs or newspapers to write about your business if they find it interesting. And this will be done without you having to connect with them. 4. Contests and promotions The public loves promotions and contests. An occasional giveaway if even more appreciated, people like nothing more than free stuff. Such contest and giveaways will bring a surge in your sales and get good PR at the same time. 5. Maintain a blog A blog is a very good idea to grab new users. Posting articles regularly allow you post new keywords which will optimise your search engine strategy. Your blogs can ever offer advice for your customers. Or they can give some insights into how your business works. Either way, maintaining blogs will help you to form a better connection with your consumer.
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MWM contributors v
Lillian Clarke Lillian Clarke is an “accidental� Internet marketer. She used to work at a restaurant but when she came across a book about Internet marketing, it inspired her to help other people succeed.
Jonathan Fox Jonathan Fox is a marketing professor. As technology evolved, he also embraced new marketing techniques. He now teaches internet marketing around the globe.
Elisa Gabbert Elisa Gabbert is the Content Marketing Manager at WordStream.
Brooke Moody Brooke Moody is a bit new in the digital marketing world. She started as a content writer but she has also learned new techniques such as SEO, PPC and social media marketing.
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MWM contributors Stuart Roberts Stuart Roberts is a very adventurous young man, including in his career. He quit his job to travel, write and be his own boss.
Rodolfo Shelton Rodolfo Shelton is the person to call if you want results. He has been an Internet marketer for over 14 years and he now manages his own company based in Melbourne.
Jo Turnbull Jo Turnbull is the founder of SEO Jo Blogs, SEO freelance consultant and organiser of meetup.com/search-london
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Feature Article ..
INTERNET MARKETING TRENDS IN 2016 By: Rodolfo Shelton Every marketer knows that digital trends change in the blink of an eye. If one is not up to date about your industry, you risk being left behind in the dust. By being in touch with these trends, one can implement them in their marketing plan and reap the rewards of its popularity! Listed below are five most popular internet marketing trends of 2016: 1. Increasing use of smartphones This has been the trend for some time, but it is of great significance, especially for businesses which still have not optimized their websites for mobiles. 2. Live video streaming A few years ago, watching a video meant you were streaming it on sites like Youtube, Dailymotion, etc. But now, the landscape has changed completely, with many social media platforms launching live video streaming service. 3. Niche market targeting Over the years, the number of firms that have entered the marketing space is just mind-boggling. Hence, out of necessity more than anything, businesses are forced to target specific niche markets. This is true especially for social media marketing, which appeals only to a particular demographic.
4. Ad-blockers come to fore A big headache for internet marketers is ad-blockers. The use of aggressive advertisements has led to the rise in popularity of ad-blockers. And not just desktop adblocking, free adblocking has seen a significant growth too. A recent survey suggests that about 200m more people now use mobile adblocking as compared to last year! 5. Paid social media The effectiveness of free forms of marketing on social media platforms has ebbed. Nowadays, if you sincerely wish to promote your product, you need to shell out the cash. Facebook, Instagram, Twitter, they all offer ‘sponsored’ posts. Paying for such jobs guarantees a wider audience in a short interval of time. And yes, while doing all this, keep an eye on all the negative comments and queries. The complaints are not a challenge. If handled well, it is a way of converting a neutral or negative customer into a brand ambassador!
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Feature Article ..
SEARCH ENGINE OPTIMIZATION SEO, or Search Engine Optimization, is the process of improving the organic ranking of a business website with the major search engines. SEO is a relatively new field in internet marketing but has seen rapid growth over the past few years. SEO helps to make the website easier to find on search engines and thus helps in increasing a website’s overall traffic. Here are five things you should keep in mind while writing SEO content: 1. Keyword research Before writing you article/content, make sure you do research on which keywords are popularly searched. Keep track of such keywords and try to bring them into the article. But one must make sure that this is done subtly, or else the article may feel weird to read. 2. Write relevant content Think about your business and try to find topics that can be used with the above keywords. Try to work these keywords into the title or opening and closing sentences.
By: Lillian Clarke
One needs to regularly analyze SEO content to see what is working and what is not. Try to set aside some time to improve older unsuccessful SEO content.
3. Long articles count Google and other search engines tend to give preference to posts which are longer. So, your content should be at least 300 words long, but the ideal length is anything more than 500 words. 4. Analyze and re-assess One needs to regularly analyze SEO content to see what is working and what is not. Try to set aside some time to improve older unsuccessful SEO content. And learn from the successful ones; try to identify patterns or structure that seems to be more appealing to the audience. 5. Include images Including images along with your text post means that they will show up in image searches as well. This is another way to grab more eyeballs, and image-driven marketing grows more popular by every passing day. Try to present information in an interesting and captivating manner, and the internet will be all yours!
Feature Article ..
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CONS OF SOCIAL MEDIA MARKETING By: Jonathan Fox
A big issue with social media is that it attracts all kinds of people. And some may be unwanted and malicious ones.
In the last few years, social media has grown by leaps and bounds. Initially, it was just a platform for “socializing�, and now, it is one of the biggest tools of internet marketing. It is a cost-effective way of promoting and advertising your business. And because of its enormous potential, there is also a chance of things going grievously wrong if Social Media marketing is not done correctly. In truth, social media marketing has two sides to it, and below we list a few cons of social media marketing1. Time consuming Although relatively cheap, social media marketing wastes a lot of time. A recent report suggests that up to 64% of digital marketers spend at least 6 hours on social media marketing. And it is not necessary that just spending the time will get you the results. 2. Negative users A big issue with social media is that it attracts all kinds of people. And some may be unwanted and malicious ones. A few examples of such people are spammers, trolls, scammers, etc. They damage your online reputation and credibility. 3. Loss of control Social media is not something you can control, unlike other forms of marketing. After a certain point, the events that occur are beyond your control. Say, you publish a blog post, you can only publicize it on various platforms, you cannot monitor the type of publicity it gets. If the publicity is negative, then your reputation is again seriously hurt. 4. Rate of return (ROI) is hard to define It 's hard to determine the ROI you get from social media marketing. You cannot tell, for sure, whether you marketing plan is working or not. In the end, social media marketing is just a matter of doing things right or wrong. And if you do it wrong, you will have to suffer grave blows that your business will struggle to recover from.
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THE ENTREPRENEUR: VIVIEN WONG, LITTLE MOONS Bringing Japanese delicacy mochi into the mainstream with a £3m food business, Wong discusses the power of Instagram, Brexit, and being her own boss... Co-founder: Vivien Wong
Business growth
Company: Little Moons Website: www.littlemoons.co.uk Description in one line: Artisan producer of ice cream mochi Previous companies: Vivien previously worked as a financial analyst for Barclays Capital and Howard previously worked in corporate finance at JP Morgan. Turnover: Current turnover £3m, 12 month target is £4.2m
Describe your business model and what makes your business unique: Our business model was to initially supply restaurants with Little Moons ice cream mochi before moving to retail as consumers are more open to trying new things in restaurants. Our business is unique largely because our product is so unique and new to the market. We are bringing a new textural dimension to food and that carries its own challenges at every turn. Last year we produced 10 million mochi and we manufacture these from our own commercial kitchens.
“Social media is a key platform and has increasingly become an influential tool to use when engaging with consumers.” What numbers do you look at every day in your business? Everyday we look at the orders which have come in from our clients, we then look at the production cost of making mochi per day to ensure we are being as efficient as possible as a business.
To what extent does your business trade internationally and what are your plans? Our ambition is to produce the most indulgent and innovative mochi in the world and to introduce Little Moons to as many people as we can. Over the next few months we will be focusing on increasing our retail distribution in the UK. We already trade internationally with 50% of our sales coming from overseas food service clients. Over the next few months we will not only be focusing on increasing our retail distribution in the UK, but we also have plans to expand our overseas retail markets in Europe and the Middle East.
Describe your growth funding path: We were able to launch Little Moons with the help and funding from our family and since then have grown the business organically. We invest all profits back into growing the business through marketing support, infrastructure, sales and future capacity growth.
What technology has made the biggest difference to your business? Social media is a key platform and has increasingly become an influential tool to use when engaging with consumers. We can reach a new audience via the different social media platforms and can receive feedback first hand. It has become a key component in our business strategy moving forward.
Where would you like your business to be in three years? The influence of Japanese cuisine and culture is continuing to impact the UK and mochi is fast becoming a mainstream dish not only in Japanese restaurants but in the home. Previously, we were only available in the London but now, through our national listing with Ocado, our mochi’s are available all over the country. We’re already the bestselling ice cream brand at Wholefoods Market and, in the next three years, we see ourselves continuing to increase our distribution in the UK and beyond. We hope to increase our retail sales by 40% in the next 12 months from £3m to £4.2m and hope to continue to build on this in the future. We are also doing a lot of work to secure international listings and hope that within the next three years we will have successful partnerships with international retailers.
Growth challenges What is the hardest thing you have ever done in business? The process of launching Little Moons onto the high street was really difficult. After spending two years perfecting the complex technical process of making mochi ice cream, we introduced the brand at the London Restaurant show. We proved to be a big hit with head chefs at top Japanese restaurants and the brand was soon added to dessert menus of leading restaurants from Nobu to Bone Daddies and Tonkotsu. However, mochi was still quite unknown to the everyday consumer and there was a big education drived needed when we decided to launch the brand into retailers.
What was your biggest business mistake? Doing everything ourselves for so long instead of outsourcing functions such as accounting and the everyday running of the business. As a result of this, we then hired very quickly without ensuring that our new employees had the same values and visions for the company – this can be detrimental to a small business like ours.
Piece of Red Tape that hampers growth most: Exporting food products overseas has a lot of expensive red tape to get around especially when exporting to the Middle East. We are lucky that shipping mochi to Europe is currently the same as shipping to Manchester, however there is potential for this to change following Brexit.
What is the most common serious mistake you see entrepreneurs make? Finding your place in the market is always difficult. Every new product needs to fulfill a need for the consumer and not all entrepreneurs consider what this is ahead of launching.
How will your market look in three years?
What is the single most important piece of advice you would offer to a less experienced entrepreneur? Network with other people who have more experience than you. I have found other young entrepreneurs really helpful and supportive when I have reached out to them for advice. No one will understand the everyday challenges you face when launching and running a business like another entrepreneur. Even though they may not have the exact answer, my brother Howard (Little Moons co-founder) and I have learnt from the experience.
Personal growth Biggest luxury:
Japanese cuisine is still very much on trend both at home and when dining out. A Mintel report from 2015 identifies that high street food service trends remain a key indicator of future retail trends and trying a cuisine at a restaurant is cited as a reason for trying it at home. We predict that consumers will continue to seek the restaurant experience for the home and, as Japanese restaurants are continuing to increase in popularity, this offers a huge opportunity for Little Moons to continue to develop and expand our offering.
“I think being my own boss and doing something I absolutely love is my biggest luxury. I have the luxury of control over my time.”
I think being my own boss and doing something I absolutely love is my biggest luxury. I have the luxury of control over my time. Executive education or learn it on the job? Learning on the job. There is no book or course that will teach you how to run a business; theory is helpful but practical on the job training is invaluable. What would make you a better leader? I think finding the balance between over and under managing the team is something I am still working on. People are the hardest part of managing a business and everyone works differently. It’s important to get to know each employee as an individual and learn how they like to be managed. One business app and one personal app you can’t do without: For both business and personal use, Instagram is an app I cannot do without. Business book: Thrive by Arianna Huffington
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