Tạp trí Internet Marketing Số 23 - JUNE 2013

june 2013

JOIN US ON
FACEBOOK

> COMPLIMENT ONLINE
WITH OFFLINE MEDIA
PAGE 13

> 7 MUST KNOW
INTERNET
TRENDS 2013
PAGE 17

> CONTINUOUS
CONVERSION
OPTIMIZATION

PAGE 21

> REACH MORE PEOPLE
ON FACEBOOK
PAGE 25

> TRAFFIC STRATEGIES
WITH INCREDIBLE ROI

PAGE 27

> FACEBOOK ADS:
DO THEY EVEN WORK?

PAGE 30

SECRETS OF A #1 EBAY SELLER

PHIL LEAHY
>> THE ORIGINAL AND BEST INTERNET MARKETING MAGAZINE
DESIGNED SPECIFICALLY FOR THE IPAD, KINDLE FIRE, ANDROID AND THE WEB

>

INTERNET UPDATE

THE

STATE OF THE INTERNET
In this section of Internet Marketing Magazine our editor Greg Cassar cover’s the facts and provides
expert commentary on what are the big plays that have recently happened online and how they
affect you.
Google Releases Penguin 2.0
Webspam SEO Update

The simple layout of Tumblr has
spawned millions of diverse,
quirky, blogs. Founded in 2007
Google’s Matt Cutts announced on
and headquartered in New York,
the 22nd of May that Google has The real answer to be Penguin Tumblr says it has more than 108
rolled out what they are referring Proof is to design your website in million blogs, 50 billion postings
to inside Google as Penguin 2.0. such a way that is compelling, and in 12 languages and 175 employIt’s actually the 4th release of where your site visitors will want ees. The website ranking site AlPenguin that Google has released to bookmark the pages, return to exa lists Tumblr as number 32 in
but it’s receiving its new name learn more and generally find val- terms of global popularity.
because it’s an updated algorithm ue in your site. Google is working
not just a data refresh.
towards their goal of making sure The deal is the largest for Yahoo
searchers find web sites with high since Marissa Mayer took over as
Quick Refresher: Penguin is an value content.
chief executive last year and is
Over-Optimization Penalty at
aimed to help the struggling interthe Keyword level. Google has
net pioneer regain traction with
changed the way they evaluate Yahoo Buys Tumblr for $1.1B
younger internet users.
links and is applying penalties for:
• Low Quality links
Yahoo’s board has approved a deal Tumblr is popular with younger in• Keyword stuffing
to purchase the popular blogging ternet users aged 13 to 25.
• Excessive Bolding
platform Tumblr for $US1.1 billion
• Same Repeat Anchor text in cash.
Despite a massive user base, Tumetc
blr’s revenue was only $13million
Tumblr, which is a mico-blogging last year. Even that figure was only
platform for quickly posting pic- made possible after $125million in
tures, text and video, also func- capital investments.
tions as a social media site.

Approx 2.3% of English language
web search results will be affected with the new release.
Websites with more spammy links
are going to get hit the most.
Penguin will impact based on lan-

2

internet marketing magazine
june 2013

guage and those languages that
have more webspam will see the
most difference.

Its platform manages to blend
elements of all of the major social networking sites. Sharing and
posting photos is simple and easy,
like Instagram. GIFs and videos
are all easy to share, as well. But,
the site also has a new feed function, allowing users to follow other Tumblr blogs like social media
networks Facebook and Twitter.

From a strategy point of view
Mayer states “The combination of
Tumblr+Yahoo could grow Yahoo’s
audience by 50 percent to more

than a billion monthly visitors, peak video traffic.
and could grow traffic by approximately 20 percent,”
By comparison, YouTube took just
over 17% and Hulu came in at
Only time will tell if this is a good 2.4%.
strategic move, but making Yahoo
properties cool to a younger audi- Where it differs is mobile trafence seems a good strategy, and fic as Youtube takes up the vast
obviously there are many more majority of mobile video traffic -millions of eyeballs for exposing more than six times that of Netto Ad inventory.
flix’s.
The Never Ending Growth of
Netflix

The Latest Wearable Technology
– The Wearable Mouse

Netflix has become major competition for premium and cable TV The basic design of the computer
networks as it now surpasses HBO mouse today remains remarkably
in U.S. subscribers.
similar to the box-with-a-button
first demonstrated by Douglas C.
The video streaming service said Engelbart back in 1968.
it now has 29.2 million U.S. subscribers and more than 36 million The latest wearable technology is
subscribers worldwide -- add- the Mycestro 3D mouse – a thumbing more than two million U.S. activated, wireless mouse that
subscribers in the first quarter attaches to your index finger.
alone. In comparison, HBO has
28.7 million subscribers and isn’t
expected to see much growth as
the cable TV industry continues
to suffer from a lack of new subscribers
Netflix’s traffic volumes are enormous - for the past three years,
Netflix took one-third of all Internet traffic in North America.

For the first part of 2013, the
video content service has topped
the video downstream source list,
taking 32.3% of all home network

The Mycestro is the size of a Bluetooth earpiece and designed to be
worn on the index finger. It uses a
combination of sensors and algorithms to collect finger movement
information and a touch sensitive
panel located on the side of the
finger closest to the thumb.
The Mycestro is inactive until you
touch and hold anywhere on its
side panel, which means you can
work seamlessly around your office without having to remove it.
Once the cursor becomes active,

finger movements combined with
the active thumb press direct it
to the desired location, whilst
further thumb motions on the
touch panel button sections provide a full range of mouse clicks
and scroll functionality.
A recent Kickstarter campaign has
been underway to raise funds for
tooling and a preproduction prototype run. The plan is for the
product to available for customers around October this year.
Amazon Appstore Now Available
Around the Globe
Amazon has announced that its
Appstore for Android -- the Google
Play rival, is now available in almost 200 countries following its
expansion of the service.

This is great news for Amazon’s
International customers outside
of the US as previously Amazon
would not sell Kindle Fire’s to nonUS customers. I bought one with
the help of a good friend’s USA
mailing address (so that we could
test the magazine there) but the
device was basically useless because it’s services all required a
USA credit card. Customers in
the UK were experiencing similar
issues to us Aussies.
Amazon has revealed that the Kindle Fire’s reach across the globe
will now be 170 total countries by
June 13.

june 2013

3

From the Desk of the Editor
We’ve had a fun last month here at Internet Marketing Magazine with a trip to beautiful Borocay
in the Philippines with our full team of magazine
staff, web developers and their families.

the apple platforms as it really helps us out. If you
are getting good value from Internet Marketing
Magazine and you can spare 1 minute of your time
to click this link to give us a quick honest review
that would be greatly appreciated (click ‘view in
Whilst we did spend some time planning upcom- iTunes’ then scroll down and click ‘write a review’,
ing features, experts and specials, there was more thanks :).
focus put on team building fun with the Jet Ski’s,
island hopping and banana boat being popular at- We hope you get great value from Internet Martractions.
keting Magazine. Wishing you the best of success
online,
If you haven’t got access to the member’s area
please feel free to do at http://internetmarketingmag.net/become-member/ (it’s free). This Regards,
month’s complete audio interview with Phil Leahy
has now been added. It has lots of learning’s in it
that were not included in the magazine, so be sure
to check it out.
Greg Cassar

GregCassar

A special thanks to those who have left reviews in

Internet Marketing Strategist & Editor
Internet Marketing Magazine

Download Your Complimentary

Internet Marketing

CHEAT SHEETS
STOP Advertising Online Until You
Read This Free Report

Find out why most online ads,
sales letters and web sites don't
work – get 'Cheat Sheets' and
discover how to get more customers fast – as easy as 1, 2, 3.



The 12 most powerful words in the
English language and how to use
them to spice up your ads and
sales letters with that added touch
of 'mojo'

Also discover marketing and advertising secrets like...



The vast majority of business owners never figure out the concept
which allows them to write ads no
interested customer in their right
mind can resist (and yet the
"solution" is easy and will send your
sales through the roof)



The 2 fatal mistakes amateurs
make when putting together an advertising campaign



The single most important secret
(less than 5% of business owners
follow) behind long term advertising
success



How a simple '7 minute change'
change to your ad can drastically
boost results (get this part right,
and you're 80% of the way there)

4

june 2013



How to make sure your customers
never forget about you (Plus - the

SINGLE most important thing you
can do to get them to buy over and
over and over again... and the
worst sin you could ever commit an unforgiveable act that can destroy your business!)
Once you have these shortcut 'Cheat
Sheets' in your marketing and advertising arsenal, you'll see immediately results. PLUS you'll finally have the confidence to take advantage of opportunities you used to let pass you by.
But download the "Cheat Sheets"
while you can. (Complimentary access limited)
For FREE, INSTANT ACCESS go to
http://www.adcheatsheets.com/imag

june 2013

5

6

june 2013

>

EXPERT INTERVIEW

PHIL LEAHY

SECRETS OF A #1 EBAY SELLER
An Interview by Internet Marketing Strategist Greg Cassar
Phil Leahy is an online entrepreneur with a long history of success. In 2002 Phil started selling
products on eBay and within 5 years had become the largest seller on the eBay.com.au platform
measured across all categories with over 350,000 transactions. In 2007 and 2008 Phil was awarded
Australia’s #1 eBay Seller award for the most sales in all categories. During 2003 he established
his own website offering products to Australian and international consumers. In 2008, Phil sold
the business to dealsdirect.com.au and shifted his attention towards his marketing agency, Online
Marketing Experts and also the PeSA Internet Conference. Phil is the president of the eBay Sellers’
Alliance in Australasia.
That was quite a good track record of success me $100 US in the mail. When the exchange rate
you’ve got there. Have you always been entre- was at 60 cents and I thought ‘Well there might be
preneurial?
something in this.’
Phil: I guess you could call me a serial entrepreneur. I started off in the rag trade when I was a
kid and by the age of 21 I had a few shops and was
manufacturing for another 300. I’ve moved into a
lot of different industries - from the rag trade, to
the fitness business, to night clubs, to radio, record
companies, and then into selling online.

With eBay obviously that’s one area that you are
really strong. You started your eBay business
back in 2002. How did that first come about?
Greg: So then you started selling more and more
stuff and then just ramped it up until you were doPhil: Bankruptcy actually. I had a radio station ing it professionally?
and we were trying to get a full time license in
Melbourne with Kiss FM and we owned a bunch of Phil: Yes I had some DVD stock so I started putting
Narrowcast stations in Sydney and Brisbane and we DVDs up on eBay and they started flying out the
fought for a number of years to try to make those door, and then I started scaling it up from there.
successful. We had over 200 DJ’s on there a week By the time we sold the business we were doing
doing electronic dance music. Unfortunately we around 50,000 auctions a week on eBay across
weren’t successful. My partner and I lost a bit of eBay Australia, eBay UK and eBay America.
money.
I ended up on eBay because a friend told me about it
and said to me “You should be selling some of your
old Sony music signed collectibles on there”. My
first sale on eBay was a signed copy of a Silverchair
album which I sold for $100. Someone actually sent

You were able to ramp it a lot bigger than most.
What competitive advantages did you bring to
the market?
Phil: I guess we were pretty good across the board.

june 2013

7

We presented ourselves well against our competitors online. Our templates were looking really
good. Our descriptions were great. Then it was
about process. Finding tools in the marketplace
which could help me automate the business was
critical.

neutral or positive feedback. So things have progressed along the way in a really good way for eBay.

Buying right from the suppliers is very important
to try to get the best price. There is a number of
different moving parts in the business. You have to
be good at marketing; you have to be good at communicating with your customer. But ultimately you
have to be great at delivering a fantastic experience. If they buy it off you that day you make sure
you get that order out the door that day. Having a
firm commitment to deliver the best service to the
customer makes all the difference with online.

Phil: It started off as a group in America called
the PeSA (the Professional eBay Sellers Alliance).
It was a bunch of us high volume sellers who got
together to meet every six months at a different
location in America to discuss the business.

Greg: Yes, especially with eBay. The reputation
that you build is so visible, which I think is a great
thing. It keeps people honest.

What is that role you do with the Professional
eBay and eCommerce Sellers Alliance?

In the early days, eBay tried to keep us apart and
wouldn’t really listen to us. After a few Wall Street
Journal front pages from a few of our sellers things
began to change. Then we got the ear of eBay and
we tried really hard to work with eBay to let them
know of what changes we’d like to see happen.
They basically started taking notice of us. That
group was formed and I brought the concept of the
group over to Australia seven years ago.
From the supply chain point of view when you
were doing the big eBay volumes, were you buying directly from manufacturers and importing?
Phil: Yes, we were buying directly from manufacturers and wholesalers. We worked in a few different areas, but predominately, we were in the
media business so we were selling CDs and DVDs. In
the early days companies like Warner, BMG, and a
bunch of others refused to supply online retailers
and I think there are still some issues around that
today. So our approach back then was to go to a
supplier and one by one catalogue everything they
had. So I made sure for that particular supplier I
was delivering value regarding the volume of orders.

Then when I was spending a lot of money with
them I could negotiate to get a decent deal. Then
Phil: It really is the cornerstone of the success of I’d go to the next supplier and point to the previous
eBay. Some years back we were looking for changes one and say “Look at the success we’ve had with
to the feedback system. We were lobbying with them”. Basically we did that until we had every
eBay in America and this helped produce the de- single supplier - even the ones who said ‘No’ to us
tailed seller rating system which we enjoy today. years before. We just kept going back, and when
It helps eBay distinguish their best partners with we were turning over around $5 million worth of
performance. Before that it was just negative or product online they just couldn’t ignore us.

8

june 2013

“

By the time we sold
the business we were doing
around 50,000 auctions a
week on eBay across eBay
Australia, eBay UK and
eBay America.

“
june 2013

9

Greg: So you really let your results speak for yourself and then go back and negotiate better rates
and better deals. You’re really coming from that
position of authority once you have that proven
track record.
Phil: Yes. It’s hard when you’re a small player. I
started the business with $100 cash and I didn’t
borrow any money in that business. It’s hard to get
deals when you’re really small. So you really need
to look at the suppliers you’re doing business with
and deliver the best value you can possibly deliver
so you can help grow their business. Over time the
word gets out into the marketplace that you are a
good person to deal with.
Greg: I think that whole concept of online reputation is so very much important with the days of
social media where we are now - one good thing
is the ‘get rich quick scheme’ type of business
doesn’t really stick around that long. It comes back
to the fundamentals - online is really about sound
business fundamentals the same as offline. You’ve
really got to preserve your reputation.
Phil: We also don’t like seeing people selling that
‘get rich quick’ concept. I’m sure it does happen
to a very small minority of people where they have
an amazing value proposition, but the fact remains
that in any business offline or online, it’s hard work
and it takes time and it doesn’t happen overnight.

With online retail via eBay and also traditional
eCommerce stores there are a bunch of efficiency tools that can really help you automate your
listing and selling and feedback processes etc. Is
there any efficiency tools that you’ve really been
impressed with or supported over time?
Phil: Yes there’s a few. The first tool I used was a
company called MarketWorks which was one of the
first players in the area. Then they got acquired by
ChannelAdvisor. I would say that anybody who’s going to be listing on third party marketplaces needs
to look at ChannelAdvisor as a partner in their business.
Another automation tool would be some sort of
email communications tool. I’ve used a few over
the different years but basically looking at all as-

10

june 2013

pects of the business to automate, because at the
end of the day if you’re going to be heavy with
staff, then you’re not going to be competitive.
The idea, the complete dream of any online business is to come in to work in the morning and just
see a bunch of orders printed off the computer and
then pick them up and send them out the door. It
doesn’t really work that way, but that’s the ultimate goal for all retailers.
You spoke about ChannelAdvisor. My understanding is it’s got functionality both for eBay as well
as traditional eCommerce stores. What’s the real
main benefits you’ve found from ChannelAdvisor?
Phil: The team at ChannelAdvisor are very dedicated to automation and being multi-channeled.
ChannelAdvisor plugs into eBay, it also plugs into
Amazon, it also uses Google and a bunch of other
different places to list your product.
It has a bunch of tools around re-listing; it’s got
centralised inventory management, and it’s also
got tools like price elasticity. So you can set parameters around a price point on a particular product
and see where its sweet spot is. You can set times
around it, if it doesn’t sell by this date then drop
its price by x%.
You can automate all that sort of thing. When
you’re dealing with a lot of SKU’s that’s what you
have to do because you can’t spend your time looking at all those SKU’s all the time. You need to put
rules and parameters around those price points.

One of the things we see many
successful eBay sellers do is start
with the eBay platform because
they’ve already got the ‘buying
intent’ traffic and then slowly
migrating their customers over to
their own traditional eCommerce
platforms, so that they can have
a more intimate relationship
with them via database and auto
responder. Is there ethical ways
of going about doing that so that
you can stay within eBay’s guidelines?
Phil: Absolutely. Yes there’s ways
that you can do that. A great example is your guest a few months
ago - Paul Greenberg from DealsDirect. He is an example of someone
who actually migrated completely
off eBay and became the biggest
department store in Australia and
ended up back on the platform
and started selling again. eBay is a
platform and the customer is really
owned by yourself. It’s not owned
by eBay. eBay has a bunch of rules
around how you talk to that customer post sale.
I don’t want to go too deep into
that but I can say it does offer the
opportunity to acquire new customers. So not only is it a profitable place to trade. It’s also a profitable place to acquire customers.
Greg: One of its real competitive
advantages is that you’re not actually paying for the traffic whereas
if you setup a website then you
have to go buying clicks etc. That’s
certainly some expense that you’re
getting by without, by starting
with the eBay platform and then
migrating them across.
Phil: That’s right. You can acquire customers through a sale and

win that customers’ hearts and
minds by delivering great service
and great product and hopefully
the customer will come back to
you one day either through eBay or
direct.
If you’re starting an online business and you’re selling, I’d recommend to this day that eBay is the
place to start a business and to
learn about online. Then having a
multi-channeled strategy of having
your own website and looking at
other marketplaces is critical too.
What can you tell us about your
marketing agency ‘Online Market
Experts’?
Phil: OnlineMarketExperts.com is
an agency. We represent a range
of different companies in the
USA and Australia. We represent
eCommerce Partners from New
York City who built the Surfstitch
website. We represent SEO Moves
from Washington and then a bunch
of our local SEO guys and landing
page optimization firms. We write
reports for customers on their current website and strategy. We’re
pretty flexible. I guess you could
call us a consultancy and agency
working with small and big business.
Greg: So who’s your ideal client,
what sort of business, and what
sort of problem are they trying to
solve?
Phil: It’s multi. It could be a small
business owner who’s got a website who wants us to run a report
and we get to help that business by
that report and also recommend
different services and service providers that we know that are good.

june 2013

11

Make Your Website Easy to Read
& Effective on all Mobile Phones

12

june 2013

>

USABILITY TESTING

HOW TO COMPLEMENT YOUR ONLINE
STRATEGY WITH OFFLINE MEDIA
By Andrew Benikos
By the end of 2015 it’s expected that there will be
more than 3,400,000,000 global internet users (econsultancy, 2013). In 2012 e-commerce sales grew
to top $1 trillion for the first time and global mobile
data traffic grew 70 percent. Over 144 billion emails
are sent daily and users spend an average of 3.2
hours a day on social networking sites. (Cisco, 2013)
Clearly the future of marketing on all fronts is to
ride the digital wave right?
Or is it that simple?

per click, even social media & affiliate activity increases.
In a recent iprospect study about this ‘halo effect’,
consumers were asked what prompted them to
search online for a company, campaign, product, or
service. The results were:
• Television advertisement: 44%
• Word of Mouth: 41%
• Magazine/Newspaper Advertisement: 35%
• Radio: 23%
• Billboard: 13%

I see so many businesses and marketers today that
seem to be solely focused on using digital for all
their marketing. They have become so focused that
they’ve cut themselves off from what’s actually going on in the market and forget they are in reality
marketing to only just one channel – online.

Just looking at one path to market for most businesses, without looking at offline options to enhance your online strategy to me just doesn’t
make business sense over the long term – and in
my opinion is akin to playing a game of football
and leaving half your team sitting on the bench!

Think about it, whatever industry you’re in and
whatever product or service you sell, it’s likely that
despite the recent growth in online there’s still a
similar or even bigger potential customer base consuming media offline.

So, whether or not you’ve considered moving forward with integrating your online strategy with
your offline efforts like TV, print, radio, direct
mail, etc, I believe going through the process of
continually looking at and analysing what’s happening in the wider market, what message your
target market is exposed to and benchmarking
the results you’re getting online versus what is
likely offline is important.

Potential customers who are looking for solutions
to their problems that aren’t jumping onto Google
or Facebook every day - BUT, still read posted mail,
still watch TV four to five hours per day, still listen
to the radio 1-2 hours a day and still read magazines
and newspapers.
And, if you’re still not convinced here’s also another
key point to mention.
What if not integrating offline media was costing
you online traffic and conversions as well?
Even if people are consuming your online advertising, there’s plenty of evidence that offline direct
response marketing not only generates returns in its
own right, but also boosts online traffic, revenue

june 2013

13

And the good news is, despite the seeming complexity of integrating offline and online media and
changing consumer behaviour, if you’ve been successfully marketing online already (especially using
paid campaigns) you’ll probably be able to implement direct response offline campaigns using skills
you already have.
Like anything, success starts with asking the right
questions. Here are four key questions to ask before you make the investment.
1. Do you know your definition for success?

Any offline direct response campaign starts and
finishes with knowing your numbers. Data needs
to be your best friend. Without understanding
how much you can spend on customer acquisition,
you’ll have a difficult time defining what success
means for your particular campaign. When those
first results come in, you’ll need to know immediately whether or not it was a success. Fortunately, the great thing about having a fully developed
online strategy in place is you should know some
of the key metrics which you can use as a starting
point, such as:
- Average cost per lead
- Average cost per acquisition
- Average lifetime value
- Average ROI of your campaigns
Not only will these numbers guide your decisions
they will also let you know how much you can/
should spend on direct response offline advertising.
On a side note, in my experience lead quality for
offline can be substantially higher than online
leads. So, while the cost of advertising may seem
higher, your conversion rates can often times

14

june 2013

double or triple (especially using longer form
print and TV). Testing your offline campaigns will
tell you the full story of course, but it’s an overlooked point that you should look out for when
starting out.
2. Are you ready to test?
Many companies try offline advertising once, and
if they don’t get the results their after straight
away they often blame the medium itself rather
than looking at all of the variables. It’s essential
to test different methods (offers, executions,
calls to action, etc) with several trials first in order to find out what works best. There can be
many variables involved in direct response offline
advertising, you have to approach it with a testing – rather than a one-time-mindset.
Two other key points to remember:
I.
Make sure you have a quantifiable test budget in place. Unlike online where campaigns can
be switched off with a moment’s notice, most offline campaigns require a commitment for ad space
over a period of spots or time as an example (even
for a test) so have this budget in place before commencing.
II. Offline advertising can be very effective very
quickly, but you have to be ready for the amount of
leads and orders that could come your way. Project your cost per lead and cost per order and then
work backwards. Can your business handle this
much volume? Run the numbers first before you
spend. It would be a shame to lose out on those
leads due to a lack of planning.
3. Where can I get the best “message to market to media” match?
Is your campaign fishing where the fish are? The
great thing about mass offline advertising (i.e.
TV, print, radio, etc) is that you have the potential for massive reach. But, your customers often
consume media in very specific channels and specific places.
While testing will play a large role in ultimately
determining the right media to advertise in, having a strong knowledge about your target customer and in particular which media they’ll likely be
consuming is critical. Once again, analysing online metrics and surveying your database will give
you a great guide to begin with.

Test small in publications that offer low cost/high
reach and are either very specific to your product
(i.e. if you’re promoting a weight loss pill advertise
in a ‘women’s fitness’ publication) or very specific
to your demographic (i.e. using the weight loss pill
example again, women’s ‘gossip’ magazines or entertainment channels could be good choices). Reading the media kits of each publication/channel/list
or using direct response focused agencies can help
further define your best target media for testing.
Once this is in place, enhance the integration of the
campaign by:
1. Making sure you create a unique & compelling call to action that is backed by a sense of
urgency will be one of the key reasons for success and help you cut through the mainly branded
competitor advertising.
2. Using multiple response mechanisms to enhance the performance of the campaign (including phone numbers, URLs in TV and radio ads, or
placing a QR code in your print ads or sales letters).

set up for all of your key campaigns sources.
If you’re expecting large volumes, feeding all
of this information into a central sales results
dashboard is ideal and can be facilitated by
several software options such as dynamic numbering and the like.
II. Optimise your online funnel - If consumers
don’t respond straight away to the call to action
in your offline advertising, it is likely they’ll end
up online to do further research. In fact, in a recent survey Nielsen reported that 40% of television viewers are now watching with a tablet or
Smartphone and researching in real time. But,
only 12% of marketers simultaneously integrate
and optimize their search campaigns.

4.
Is the online campaign funnel set up to optimise your offline campaign results?
This is where I often see offline campaigns fall down
and one of the first things I look for when consulting
with clients. I’ve seen it many times where a campaign is generating a positive response, but is let
down by ‘gaps’ in the campaign funnel (ultimately
leading to your advertising dollars sending customers to your competitors); a lack of proper tracking
put in place; and a clear definition on which campaign source you attribute the lead to. Here’s an
overview on how to approach each of these issues:
I. You need to be able to track where the lead
is coming from – Each potential customer calling
you, filling out a form online, etc needs to be
able to be tracked back to the advertising source.
The bare minimums to put in place are:
a. unique phone numbers for each campaign
b. unique url (preferably to unique landing
a
page also featuring the same offer advertised)
c. if testing multiple campaigns in a particular
medium use promo codes on your advertising
which customers supply to you over the phone
or lead capture form when making their inquiry.
d. it is essential that Google analytics goals are

So, it makes sense then that two particular areas be addressed when your media planning and
buying: -1. Your advertising must follow your consumers journey to your website and 2. All of your
advertising communication is kept consistent.
june 2013

15

It is essential to optimise both your SEO and PPC campaigns (and even
your social platforms) to ensure that when customers are searching
they’ll be able to effortlessly find their way to your website and
that your don’t open yourself up to your competitor siphoning off
your paid for traffic. Think of online as a ‘capture’ channel for your
offline efforts. Matching the offer or style of offline advertising in
your online executions will also further prompt potential customers
to take the action you want them to.
III. Define where you will attribute the sale – A challenging area
of online and offline integration is exactly which advertising source
you’ll attribute the final acquisition of a customer to. There are
many rationales for either the ‘first click/contact’ or ‘last click/
contact’ attribution approaches and beyond the scope of this article. My suggestion though is start small by choosing one or the
other in your reporting and use the data you collect from your initial
campaigns (like assisted conversion in Google Analytics) to guide
your final decision. Over time, understanding the consumer journey
will be an important distinction to make, especially if you’re doing
serious volume.

Summary.
Even though online lead generation offers affordable access to a near
limitless number of prospects, traditional offline techniques deserve
their place as part of your advertising profile as well. Not only can
these strategies generate strong returns in their own right, they can
dramatically boost traffic and conversion to your web and social media sites. Taking a synergistic approach and finding the offline/online
advertising sweet spot can create the pipeline of customers every
business needs to sustain its growth.

Andrew Benikos

is an online and offline consultant specialising in
customer lead generation strategies, customer
conversion strategies and strategic internet marketing.
He is also the founder of web design and marketing firm
The Conversion Company. You can contact him directly
at andrew@theconversioncompany.com.au

16

june 2013

>

INTERNET TRENDS

7 MUST KNOW INTERNET TRENDS

FOR THE SWITCHED-ON ENTREPRENEUR IN 2013
By Greg Cassar
Mobile Internet Usage is soaring past desktop usage is
several parts of the world, while the mobile advertising opportunity remains largely untapped. Wearable
computing is poised to replace mobile computing as
the hot new thing.
Those are just some of the findings in a new report on
the state of the internet from Mary Meeker, a partner
at Kleiner Perkins Caufield & Byers, a top Silicon Valley venture capital firm.
Summarised below are 7 Must Know Internet Trends
for the Switched-On Entrepreneur in 2013.
1.
The USA is not the center of the Internet
World – Emerging Countries are Growing More Rapidly
China has the most Internet Users with 564 million
and is also growing the fastest with 264 million added just last year, which is a greater number than the
total number of Internet Users in the States.
The next 5 fastest growing countries in terms of new
Internet Users added are India, Indonesia, Iran, Russia and Nigeria.

2.
Content is exploding
The amount of digital information created worldwide, tagged, and shared has grown 9-fold in the
past five years, and is on track to quadruple again
by 2015.

3.
The Top 5 Social Media Sites are Facebook,
YouTube, Twitter, Google+ and LinkedIn.
Google+ is going better than most people imagine
with it now being the 4th biggest Social Media site,
and because its ability to affect SEO it will continue
to grow.
It’s surprising to see MySpace is still bigger than Instagram and Tumblr as I personally haven’t heard anyone talk about posting to it in several years.

4. Mobile Internet Traffic Growing Fast
Mobile traffic now represents 15% of all Internet traffic. Just 4 short years ago this was less than 1 percent
june 2013

17

(in May 2009). This trend is expected to continue
with 25% of Global Internet Traffic to be from mobile by this time next year.

tional medias such as print, ratio and TV into Internet and Mobile Internet in particular.

In certain parts of the world the trend towards
mobile has already exceeded desktop PC’s. A good
example of this is currently in China more people
access the web via mobile devices than via PCs.

6. More Tablets Sold Now than Desktops and Notebooks
In Q4 of 2012 the number of Tablets sold globally
was greater than the number of desktops or Notebook PC’s. A large percentage of these are Apple
iPad’s which don’t run Adobe Flash at all, so it’s
worth testing your site from an iPad and an Android
Tablet to make sure that its all working the way
you’ve intended.

5. Mobile Ad Spend is an Un-Tapped Opportunity
Ad spend is going to the wrong places. There’s a
huge gap between the amount of time people spend
on mobile devices and the amount of ad spend directed at mobile. Mobile takes up 12% of our time,
but gets only 3% of ad spend.

7. Wearable is the next trend in Technology
Throughout history people have laughed when new
Traditional media’s such as Print media is the op- technology types have been introduced, such as
posite, getting 6% of our time but pulling in 23% of when PC’s first came out and Ken Olsen the founder
the ad spend dollars.
of Digital Equipment said “There is no reason anyone would want a computer in their home”
We expect to see this change in the months and
years to come with ad dollars moving from tradi-

18

june 2013

Remember when Apple changed the game with the iPhone and they seemed expensive at the time, but
now I wouldn’t run my business a single day without a smart phone as it’s just too inefficient. It will be
interesting to see which of the wearable’s changes the world the way Apple did with the smart iPhone. It’s
a pity Steve Jobs isn’t still alive or we may have already known the answer to that one.

Source Data Credit: Mary Meeker / Liang Wu
Internet Trends D11 Conference
KPCB – Kleiner Perkins Caufield Byers
Greg Cassar

is Australia’s leading Internet Marketing Strategist. With InternetMarketingDoneForYou.com Greg & his
team provide traffic, development and conversion optimization services for medium to large businesses,
enterprises & eCommerce stores looking for serious growth online. You can follow Greg’s latest updates
by subscribing to Internet Marketing Magazine at InternetMarketingMag.net for the new members area
and the latest issue updates.

june 2013

19

>

20

june 2013

ADVERTISEMENT

>

OPTIMIZATION

WHY YOU NEED
CONTINUOUS OPTIMIZATION
By Peep Laja

How often does this happen:
A company budgets for a website,
it’s built according to the budget
and then it’s done. Hooray! … and
everybody moves on to other important things.
Unfortunately too often.
Declaring it done is a waste of
money
Your website is not done. Declaring it done is arrogant, stupid and
will cost you a lot of money.
A newly built website is a hypothesis at best (hopefully it was designed with the user in mind). Now
the real world test starts – and
with it the process of continuous
optimization.

mizing it to figure out what works
the best. Optimizing is the best
thing you can do for growing your
revenue.

It takes (depending on your traffic
volume) at least 6 to 12 months to
pick the low hanging fruits and get
the initial gains (often very significant amounts of extra absolute
dollars earned). But it doesn’t end
there – it’s a non-stop process.
When the conversion industry creators, Eisenberg brothers, work
with a client, they have a 3-year
perspective in mind.

A mindset change is needed
No Plan Survives First Contact The era of just building websites,
and keeping them the way they
With Customers
are until the next “new website”
- Steve Blank
project, is gone. If you’re stuck
If you just allocated a budget for in that mindset, your business is
launching a new site, you basi- going to shrink and your smart
cally paid for a rough diamond. It competitors are going to eat your My friend Chris Goward advocates
what he calls evolutionary web
works, but it doesn’t sparkle. A lunch (and dinner).
design - ditching radical makecut and polished diamond is worth
Your website budget has to in- overs at all and just replacing it
so much more.
clude continuous optimization – with continuous improvement. I
It’s impossible to know in advance it’s a non-removable part of your support that idea wholeheartedly
what will work the best for your website. Having a website is not (with some exceptions – there ARE
customers. Yes there are heuris- a goal – it’s a means to an end – quite a lot of awful websites out
tics and best practices, but they revenue. Optimization is about there that have nothing going for
are a mere starting point for op- getting MORE revenue out of your them, those need a fresh start to
timization. Once your new site is website (improved marketing ef- get moving + continuous optimization).
launched, you need to start opti- ficiency).

june 2013

21

It doesn’t matter if you’ve been doing it for a long
time. You may *think* you know what people want
and how they want it. However, you don’t – you
must talk to people, understand them and run experiments.

experiments based on solid data! Experienced optimizers know that you can’t be sure of anything –
especially when you’re designing a new site.

My friend Craig Sullivan says that even though he’s
run thousands of tests over the years, and he’s better at guessing the outcome of the test than an average person – he’s still not that much better than
flipping a coin. And this guess is made when running

Sadly, we the people are lazy and we’re after the
one true answer. We want it now, without testing
and experimentation. We want to believe our intuition or some experts’ opinion is the final truth. It’s
not. Ariely again:

Your success depends on the number of experiments you run and the speed of implementation.
For you to achieve your goals, visitors must first Knowing what to look for, how to operate with the
achieve theirs.
data and using a structured approach will ensure
- Bryan Eisenberg your experiments are done right and they actually
have a chance of achieving significant lifts. Traffic
Data, Not Intuition and HiPPOs
and time are precious resources that shouldn’t be
Most sites are still built the stupid way – based on wasted on random tests.
a committee meeting (where none are conversion
analysts) or the HiPPO (highest paid person’s opin- Marketers still rely on intuition
ion).
A study of nearly 800 marketers at Fortune 1000
Another prominent approach is copying what your companies found the vast majority of marketers
competitors are doing. Trust me, most of them still rely too much on intuition – marketers depend
don’t know what they’re doing, and their website on data for just 11 percent of all decisions.
looks the way is does due to a combination of random factors. Plus, they probably copied somebody
Funny that alelse.
most 100 years
after the book
That’s a surefire way to crappy results, but even
Scientific Adverthat could be salvaged and turned into something
tising came out
that works through experimentation and continuwe’re still relying
ous improvement.
on intuition more
than
anything.
Continuous optimization is based on actual user beDan Ariely notes
havior data. “But we used data when designing the
in this excellent
site!” Great! We should use behavior data every
article:
time we design a site! The problem is that even
when your new site is designed by solely relying
Companies
pay
on user behavior data, it is a design based on data
amazing amounts
that happened in the past, on the old site. Your new
of money to get
website is a great hypothesis at best.
answers
from
consultants
Better than the average person, but that’s not
with overdevelenough
oped confidence
in their own intuition. Managers rely on focus
Every conversion consultant has heard this a million groups—a dozen people riffing on something they
times: “So what will our conversion rate be after know little about—to set strategies. And yet, comyou work on our site?“ If someone indicates they panies won’t experiment to find evidence of the
can answer that, they’re lying. Nobody can.
right way forward.

22

june 2013

When we pay consultants, we get an answer from
them and not a list of experiments to conduct.
We tend to value answers over questions because
answers allow us to take action, while questions
mean that we need to keep thinking. Never mind
that asking good questions and gathering evidence
usually guides us to better answers.
This study shows that an incremental 241 percent
ROI can be generated by applying data to business
decisions. And 91 percent of CMOs believe that
successful brands make data-driven decisions, as
per Columbia Business School.

This is the process to follow on your website too.
You have some ideas (based on data – both qualitative and quantitative). You build a website – and
measure *everything* that’s going on there. You do
whatever it takes to gather useful data – web analytics, user behavior, usability tests, email tracking- everything. You end up with a bunch of data,
learn from it – and form new hypotheses for new
experiments. And repeat, repeat, repeat. You just
keep experimenting.

Bid data and research for research’s sake are stupid. What matters is what you do with the analysis
and data you have – you don’t want to be “data
If your website was built based on intuition, HiPPO rich and optimization poor”. One execution is
and mere best practices, you’re losing money ev- worth more than all the unimplemented analysis
ery single day. You could be earning a ton more, in the world.
but your website sucks.
Structured approach to testing
Stop paying attention to your competitors and best Split testing via spaghetti method (testing random
practices, and start benchmarking against your things and seeing what works) will only take you so
customers’ expectations. Can you meet or exceed far. Companies that employ a structured approach
those expectations? Your conversion rate will be a to testing get way better results.
leading indicator.
Continuous optimization starts with a strategy
Build – Measure – Learn
– having an idea of what a successful conversion
Ever thought that Lean Startup methodology and optimization system looks like, how to define the
conversion optimization are similar? You’re right, right goals, prioritizing where to test, how to plan
they are. In fact, I’d even say that the overlap is for rapid-cycle testing and so on. Companies that
so huge, they’re almost the same thing. In the end have a structured approach to conversion are twice
it’s about growing a company by figuring out what as likely to see a large increase in sales.
the customer wants and how they want it. (By the
way if you haven’t read The Lean Startup yet, pick
• Measure. You can only improve what you
it up now – it’s amazing).
can measure, so measure everything. Be clear
on your business goals, benchmark your compeThe critical piece of the puzzle is this diagram:
tition for ideas, dig in your web analytics data,
conduct customer surveys and analyze search
behavior on your site.
• Analysis. Once you know your goals, it’s
time to figure out what’s working well, what’s
not and why. Analyze your content for relevancy
and clarity, figure out if it matches user needs,
do usability testing and analyze user paths/journeys on your site.
• Test. A/B and multivariate testing are the
two most valuable methods for companies to
improve conversion. Prioritize tests by potential
value and cost.
• Optimize. After conducting tests, implement successful design and content changes.

june 2013

23

It is a rather simple concept, but it is also complex as you can go
very deep in analysis (too deep for your own good). To get the most
out of your analytics — or just your optimization efforts — develop
a cost-effective, smart system for improving continuously.

Conclusion
Your website budget needs to account for both – getting the initial
version done and running continuous optimization programs on it
for 12 months or more. That’s the way to keep growing your sales
while minimizing waste and achieving your potential.
Optimization never ends since the world is constantly changing –
user preferences, devices they’re on, their mindset, market conditions, and so on. What worked yesterday won’t necessarily work
tomorrow. Keep experimenting.

Peep Laja
is the face of ConversionXL. Peep is an entrepreneur and
internet marketer. He runs a unique web marketing agency
called Markitekt, a startup called Traindom and several niche
internet business like T1Q and others. He has a free website
called Dreaminder.
If you want to get in touch with Peep, shoot him an email at
peep@conversionxl.com

24

june 2013

>

FACEBOOK

FREE WAYS TO REACH
MORE PEOPLE ON FACEBOOK
By Devin Harper
It’s been interesting to see the increase in social
media ad spending as of late. A recent study based
on a survey of over 500 online marketing and media
professionals throughout the U.S. revealed that 64%
of them planned to increase social media spending
by as much as 10%!
With over 650 million daily active Facebook users as
of March, 2013, which is a 26% increase year-overyear, this budget increase makes some sense.
However, while Facebook offers Insights to help
monitor progress, there seems to be this sort of
metric morass that has left many in the industry
wondering about the effectiveness of social media
ads – not to mention siphoning money into social
media campaigns curtails other marketing channels.
Truth is, you don’t have to spend money to reach
more people. Facebook’s EdgeRank, aka their News
Feed algo, confirms that. You can increase your social media presence simply by sharing the right kind
of text, photos and videos.

Here are a few ways you can reach more people on
Facebook without spending a single dollar.
EdgeRank
People spend the majority of their time now browsing through their News Feeds. EdgeRank is Facebooks way of determining if the content you share
is worthy of being put on your friends’ News Feeds.
Basically there are three key ingredients at work
here: Affinity, Weight and Time.
• Affinity: a measurement of the relationship
between the viewing user and the creator.
The closer that relationship is, the higher the
EdgeRank.
• Weight: a measurement of the type of post
(text, photo(s), video) and how engaging it
is. In addition, the more interactions the post
has, the more weight it carries. Facebook
pours over rich media like photos and videos
because they have proven to keep visitors on
site.
• Time: a measurement of freshness. Be consistent in your posting and time will ever be in
your favor. EdgeRank says in with the new and
out with the old.
Short & Sweet
If you can’t say it in 250 characters or less, you’re
shooting yourself in the foot because your posts
won’t get as much interactions. Think about it.
Facebookers have a lot of posts to rifle through
and only a limited amount of time before they get
wrangled out of the digital world and have to resume real life.

june 2013

25

Stay Relevant
Avoid venturing off on unrelated topics like politics
and religion if they aren’t relevant to your audience. Nobody likes a lousy pitch. If it’s not up their
alley, they’ll lose interest. Target your audience
and appeal to them by throwing perfect strikes every chance you get.

Use this data to deduce when your audience is present and most active and schedule posts for those
times. I went ice fishing once with a fish finder and
it changed my whole experience. Your website,
given that you have sufficient traffic to analyze, is
your fish finder!

In Summary
CONsisTENT Is King
For those who toss and turn over the effectiveness
Developing and implementing a consistent post- of Facebook ads, consider these suggestions the
ing strategy will keep people interested because next time you share a post. If you’re consistent, I
they’ll be reminded of your brand and be able to believe you’ll see significant increases in your onget the information they need from you! I think of line presence on Facebook. When you don’t have
it like a TV show, when it’s being aired each and ev- to spend any money, you can expect a pretty good
ery week, more people are aware and participate. ROI! I can definitely see these suggestions working
Between seasons however, when it’s not aired, is on other social media platforms too. Do you?
when people lose interest and go to your competition. You’ll reach more people and keep more
Devin Harper
tuned in by maintaining a consistent schedule.
is the content marketing manager at
Know Your Audience
You can learn a lot about your audience by analyzing your traffic. When does your site get the most
visits? What times of day, what days of the week?

>

Maple North, an internet marketing
agency. Link building via content is his
bread and butter. When he’s not hiding
behind his computer, he enjoys riding the
Boise foothills. Follow him on Twitter @
monsieurharper.

ADVERTISEMENT

Need More Traffic? Need More Leads?
Need to Reduce Your Adwords Cost Per Click
& Cost Per Lead?

CLICK HERE

to touch base with Greg
Cassar and the team at
InternetMarketingDoneForYou.com about
Professional Adwords
Services with a real
focus on ROI for you the
business owner.

26

june 2013

>

TRAFFIC STRATEGIES

7000 NEWSLETTER SUBSCRIBERS
FROM 1 YOUTUBE VIDEO
(TRAFFIC STRATEGIES WITH INCREDIBLE ROI)
By Gregory Ciotti

“Never half-ass two things, whole-ass one
thing.” -Ron Swanson
Don’t get me wrong, I totally understand the importance of Being Everywhere and I’m not knocking that advice, but I will warn you that spreading yourself too thin (especially during your blog’s
early stages) is your one-way ticket to failure.
Take Twitter for example. I use the service and it
sends me some decent traffic, but I couldn’t really
give a damn about my Twitter account. I have no
desire to share 20 things a day like most people
recommend, because I’ve seen the numbers: it’s
not worth my time.
In fact, in all of my time doing content strategy
(for startups, for personal projects, even for local
clients), I’ve yet to come across any ‘tactic’ that
actually works that doesn’t somehow involve creating epic stuff or doing some sort of promotion on
another big blog/website.

ning, it matters just as much what you do off your
site as what you do on it.
The content you publish on-site should be your
best stuff, no doubt. It needs to be the kind of
epic work that people can qualify as soon as they
hit your blog: “Yeah, this is definitely what I’m
looking for!”
The problem is that the hardest part about building an audience is starting from scratch.
You might have heard that it’s good to be drowning in competition, because that means there are
plenty of people interested in your topic. Since
that really is the case, the best way to jump start
your ghost-town of a blog is to get involved with
folks who already have your ideal audience.
It took me a while to learn this, but when I did,
I never looked back! Recently, I was able to acquire over 7000 newsletter subscribers in a 30day period with one unique video collaboration.

In short, to maximize the ROI of your blogging efIt was called the ‘Science of Productivity‘ and it
forts, spending most of your time researching how
was an animated video with the ASAPscience team:
to create outstanding, unique content will give you
far better results than learning that “one simple
YouTube trick” that will end up doing jack squat for
your bottom line.
As for that title up there? I’m going to show you
how it went down, along with 2 other traffic tactics that are actually worth your time.
Let’s do this!
1.) Pouring Tons of Effort into Collaborations
If there is one sad truth about traffic generation
that I hate to acknowledge, it’s that in the begininternet marketing magazine
june 2013

27

Pretty cool right?
Check out the first week results, directly from my
AWeber account…
It was released late afternoon on the 13th, so the
first 36 hours sent nearly 1,000 new leads!
While it was obviously a pretty unique example (and
far more successful than any other collaboration
I’ve done), I’ve found a few simple rules that apply
to every big collaboration project:
1. You need to talk about how they benefit: Sure,
the collaboration will likely end up being great
for you, but you must recognize that nobody BUT
you will care. When I first emailed ASAPscience, I
mentioned that I would use my contacts to heavily promote the video everywhere it would be a
fit. We ended it up landing on places like Gizmodo
andLifehacker, so this turned out well.

versial content WITHOUT making people hate your
guts, or putting your business’ reputation in jeopardy?
This important question has seemingly been answered by a Wharton Business School study titled
When, Why, and How Controversy Causes Conversation. The lead researchers examined multiple examples of controversial content and how popular
the conversations around these pieces of content
became.
They concluded the following…
“[Data] shows that controversy increases likelihood
of discussion at low levels, but beyond a moderate
level of controversy, additional controversy actually decreases likelihood of discussion.”
What does that mean exactly?

In a nutshell: Topics that are too controversial (pol2. The agreement needs to be crystal clear: itics, religion, national tragedies) can end up being
If they are bringing the larger audience to the bad things to discuss (outside of the news) because
table, you need to be flexible with what you get people won’t want to talk about them for fear of
out of the deal. Since the ASAPscience YouTube offending someone. Also, it can make you look bad
channel had 150,000 subscribers, I gladly gave if you try to address these topics and end up coming
them full rights to the video (and it’s ad profits) off as uncaring.
in exchange for a mention in the video and a link
in the description.
So what’s the answer?
3. You better be willing to do the legwork: The
newer your blog is, the more you are getting out
of a collaboration, so you better be ready to work.
Even though Sparring Mind already had a 5-digit
newsletter, I was glad to do all of the research for
this post and write up the entire script.

I love pointing towards this image as a perfect example of the “low-level” of controversy mentioned
in the research:

The honest truth is that these sorts of collaborations
don’t necessarily have a set ‘how-to’ and they will
depend on your ability to recognize creative opportunities and your willingness to make first contact
and put something amazing together.
The benefits, however, are well worth the effort!
2.) Creating Content that Causes Controversy
If there is one thing that can help your content
stand out in a saturated industry, it’s controversy.
Here’s the problem: how can you create contro-

28

june 2013

Basically, any topic that people love to argue about,
but that won’t actually hurt anyone’s feelings. A
topic that stirs up debate, but not hate, spite, and
bad vibes.

I recently acted on this research in a post entitled
Why Steve Jobs Never Listened to His Customers.

It examined “customer feedback vs. internal innovation” and played off of Steve Job’s famous quote
that it is “really hard to design products by focus
groups. A lot of times, people don’t know what they
want until you show it to them.”
This is a topic that is really controversial in the
startup community, because tech startups sometimes feel like their engineers should be the only
people stirring innovation.
Not surprisingly, the post hit the front page of HackerNews and had about 9,000 people visit within the
first 12 hours.

a huge majority of our active (and very engaged)
newsletter subscribers join the list through one
of our free resources, and I’ve seen incredible returns by spending the extra time to write these
over more blog posts.
• A “toolbox” works better than a single
freebie: I’m sure Corbett and Caleb can back me
up here given the Traffic Toolbox’s success, but
creating a treasure chest of resources that people
can get their hands on (as opposed to yet another measly PDF) has been incredibly effective for
conversions from where I’m standing.
• Resources can pick up some incredible features: Since we’ve created a variety of guides,
they’ve been featured in round-ups on places like
Unbounce (#1 of the year), and have been entered
(by our audience, not us!) into e-Book competitions and the like. Great articles will obviously
get links too, but it is so much easier to reach out
and promote free guides on your own.
When I first released my guide on 10 Ways to Convert More Customers (with Psychology), it was
downloaded nearly 1,000+ times, and that was only
during the first few weeks and without off-site promotion.
For those of you keeping score at home, that added
a boatload of new subscribers to my email list, and
since it was a resource and not just some crummy
blog post, I was able to successfully promote it with
a number of successful off-site appearances, including this post on Copyblogger that got over 3,000+
tweets.

3.) Publish Less Articles & More Resources
If you’ve ever heard blogging ninja Derek Halpern
speak on traffic generation, you know he recommends a harsh shift in the “content creation balance” recommending that you spend nearly 80% of You’ll notice I’m not the only content marketer doyour time promoting your content and only 20% cre- ing this, check out Copyblogger’s page forthe Scribe
ating it.
Content Library, chock full of resources made to
help promote the software.
I agree, and I’ve taken it a step further: I’ve started
spending more of my allotted content creation time When’s the last time you created something worth
creating resources that are far easier to promote promoting?
than regular blog posts.
Gregory Ciotti

Corbett himself has shown you how well this works
with his downloadable guides and manifestos, but
let me break down some insider tips from my software startup Help Scout:
• Resources count for over 2/3 of newsletter
sign-ups: Seems crazy right? This is likely because
it’s a software business and not just a blog, but

is the marketing strategist for
Help Scout, the invisible email
support software for startups and
small businesses. He has years of
experience in content strategy for
startups.
Get more data-driven content from
Greg by downloading one of our free
resources (no charge).

june 2013

29

30

june 2013

june 2013

31

32

june 2013

june 2013

33

Important: Become a member today

Your Free
24 Month
Subscription
is Valued

at $311.88

& Now Includes Members
Area Access

and you will be notified the instant
new episodes of ‘Internet Marketing Magazine’ become available...
You will also receive access to the Members Area for video training,
expert interviews, eBooks, webinars and much more…

Register your details now at
http://InternetMarketingMag.net to get access to
the Members Area, the Webinars,
the Expert Interviews & all Back Issues’

Experience the Benefits of the
Internet Marketing Magazine in your life this year
If you have enjoyed
this edition of ‘Internet Marketing
Magazine’ please head along to
http://www.facebook.com/
InternetMarketingMagazine and click
‘Like’ or ‘Share’ to share the message
with fellow switched on marketers,
business owners and entrepreneurs

> 34
ADVERTISEMENT

june 2013

Tạp trí Internet Marketing Số 23 - JUNE 2013

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Tạp trí Internet Marketing Số 23 - JUNE 2013