Fundamentals of Successful
All types of marketing use the same basic
fundamentals whether they're online or offline.
• Your Target Market
The first step is to get to know your target market well and
understand what they want and need.
• Feed the Hungry Crowd
If you listen closely to your target market, you can discover
what they're looking for and offer it to them.
• Delivering the Goods
The next step is to choose a delivery method that will put
your offer in front of them.
• Promotion Methods
There are lots of offline and online promotion methods you
can use to communicate your marketing message to your
Keep the focus of your marketing
efforts on your buyers and what they
want, not what you think they want.
Inbound vs. Outbound Marketing – Why
Marketers Today Prefer Inbound
There are two types of marketing – inbound and outbound.
These days, most marketers favor inbound marketing
where you attract people to your site rather than the
more aggressive tactics of outbound.
• The Price of Inbound vs. Outbound
Outbound marketing can have a big price tag while inbound
can be done on a shoestring budget.
• People Tune out
Many people have become partially deaf to outbound
marketing tactics and no longer listen to sales pitches.
• Two-Way Communication
With inbound marketing, customers feel more in control of
the information they receive and this makes them more
• Marketing for Non-Marketers
Inbound marketing is more acceptable to those who dislike
aggressive sales pitches because it doesn't feel like
• The Downside of Inbound Marketing
Inbound marketing techniques take study and practice.
The best marketing campaigns combine inbound
and outbound marketing techniques.
Social Media Marketing – Socialize
with Your Fans and Followers
Social media marketing involves using social media and
social networking sites such as Facebook, Twitter,
Pinterest, and YouTube to deliver your marketing message.
• What is Social Media Marketing Best Used for?
Any business can use social media marketing, but it
can be especially effective for online businesses
trying to attract local customers.
• The Advantages of Social Media Marketing
Your customers can interact with your business
directly. Social media gives you a wider reach. It's
easy to get feedback from your customers.
Social media marketing works best when you take the
initiative to make friends and socialize.
• The Disadvantages of Social Media
It takes quite a bit of time to maintain and update
social media sites.
• How to Get the Most out of Social Media Marketing
Sign up for every site you hear about where your
target market hangs out, engage your fans, make use
of widgets and tools, and interconnect all of your
Mobile and SMS Marketing –
Profiting from the Mobile
• How SMS Works
SMS involves gathering a list of subscribers and sending
them messages with information and offers.
• Who Can Use Mobile Marketing?
Any kind of business can use mobile marketing but it's
especially good for local businesses that can use it to send
their customers coupons.
Mobile marketing involves marketing to cellular
phones and other mobile devices. One of the most
common types is SMS, or 'short message service.'
• The Benefits of Mobile Marketing
Mobile marketing works well because people always have
their phones with them. You can reach a wider audience
that isn't receptive to PC-based marketing. Mobiles have
higher open rates than PC email.
• The Disadvantages of Mobile Marketing
Delivery systems aren't as reliable with mobile marketing.
There is no standard format and navigation is often an
One of the biggest mistakes you can make with mobile
marketing is treating it like PC marketing. It's a whole different
Content Is King – The Basics of
Content marketing is any type of marketing that uses
informational content to build a relationship with an
audience of target customers.
• How Content Marketing Works
Get to know your niche and create the kind of content
they're hungry for. Decide how you'll publish this
• When to Use Content Marketing
Content marketing isn't for quick sales. It's used to
build a long-term relationship and works particularly
well with micro-niches.
Don't approach content marketing as a salesperson with a
product to sell. Instead, offer your valuable information in a
spirit of helping.
• The Benefits of Content Marketing
Content marketing is a form of inbound marketing that
doesn't involve direct selling. It also builds long-term
trust and loyalty that leads to a natural sale
• The Downside
Creating content can be a challenge and hiring a
ghostwriter is often expensive.
Email Marketing – Getting Your
Message Straight to Your Prospect's
• The Basics of Email Marketing
Email marketing lists are built by offering a freebie or
exclusive discount to get people to sign up to your list. You
then send the list helpful information along with promotions
for products you're selling.
• The Benefits of Email Marketing
It's much cheaper to send email messages than print
marketing materials and everything is automated for you.
Email marketing involves building a list and sending
email messages to those subscribers with offers and
• How to Make Email Marketing Work for You
You should only get names and email addresses of people
who have chosen to join your list. Offer them only the best
quality deals possible to keep their trust because they can
Success in email marketing is all about treating your list well
and being responsive to them.
Search engine marketing (SEM) is used when you want to
attract search engine traffic and rank for specific keywords.
It includes search engine optimization (SEO) as well as
search engine advertising.
• Advertising on Search Engines
The first step is to choose keywords that will be used
for your site's SEO and your advertising campaign.
• Why Place Ads?
Ads bring traffic to your website much faster than
search engine optimization techniques alone.
SEM shouldn't be your only marketing strategy. You should
also market to human beings as well as search engines.
• The Pros and Cons of SEM
SEM is essential to promoting any website online.
The only downside is that it takes a great deal of
maintenance to keep your strategies up to date.
• The Keys to SEM Success
You can improve your SEM by split testing, working
with clearly defined goals, choosing the right
keywords, using high quality content, and calling your
visitors to action.
Selling Other People's Products
with Affiliate Marketing
• How to Do Affiliate Marketing
Join an affiliate network and decide what products you'd
like to promote. Create a site and bring traffic to it.
• Pay Per Action
The performance-based model used in affiliate marketing is
called Pay Per Action (PPA). You get a commission for
each time a visitor performs a certain action such as buying
the product, signing up for a list, clicking a link, etc.
Affiliate marketing is a type of performance-based
marketing where revenue is shared between online
merchants and website owners.
• When to Use Affiliate Marketing
Affiliate marketing works best for specific niches where you
build a long-term relationship and offer them products
• The Pros and Cons of Affiliate Marketing
With affiliate marketing you don't have to create your own
product and most affiliate networks offer support. However,
the income is usually small and sporadic at first.
The key to affiliate marketing success is to build a good
relationship with your list and know what they want so you can
make offers they'll like.
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Fundamentals of Successful