The document provides a guide for entrepreneurs on succeeding in online marketing, emphasizing the importance of identifying market gaps, learning from competitors, and automating processes using tools like WordPress and social media scheduling software. It outlines crucial strategies such as retaining repeat customers, incentivizing engagement, and collaborating with influencers for greater reach. Overall, it stresses the need to provide value to potential customers and the necessity of taking proactive steps to drive business success.

1. Martial Arts Professionals
Master Minds Success Seminars- 17th March 2012
Dave Cupples
FatCowBusiness.com
Links tweeted LIVE
@FatCowBusiness
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@FatCowBusiness
FatCowBusiness

2. While in School in 1998-99 …
Image: onechickennugget.wordpress.com

3. Rule #1 - Don’t do things blindly …
Be an Entrepreneur and pick the gaps in the market
Image: edoyo.co.tv

4. Want Search Engine Traffic?
Pick the gaps in the Market
• Pick the GAPS in the market:
↑More Searches / Demand
↓Less Competition / Websites
= the low hanging fruit
• Most people don’t look past
first 3 search results
• Target a specific term where
you can rank up top
Image: ardant.co.uk
Background: marspec.com

5. Google Keyword Tool – http://fcow.co/GK
• Choosing page titles – check Search Volume of each keyword

6. SeoQuake for Firefox (Free)
• Tells PR, Alexa Rank, Backlinks, Domain age
• How hard to rank on Page #1 → http://fcow.co/SQ
Example Search:
“travel”

7. Google Insights - http://fcow.co/GI

8. Scrape Google Suggest → Übersuggest
• http://fcow.co/US

9. Google Places for Local Businesses
• Free if your business has a physical location
• Appears above other search results and in
Google Maps Search and Mobile Search
• Claim & verify your listing at google.com/places

10. Question / Answer Sites & Forums
• Top 10 Q & A sites → http://fcow.co/QA

11. • Quora → Social Q & A site for influencers who
share and retweet

12. Getting PR – iclothing.com.au

13. Journalists wanting sources –
SourceBottle & HARO

14. Rule #2- Learn from others. Don’t
reinvent the wheel …
Reverse engineer what is working for your
competitors Image: ifun.ru

15. Find competitors most linked & shared pages
• Open Site Explorer – Free http://fcow.co/OS
Example: sherdog.com
Example: incomediary.com

16. Find competitors top backlinks

17. How to steal competitors customer
information to laser target Facebook Ads
Female
Aged 35-50+ LIKES
High Income
College / Grad
School
QuantCast

18. Spy on competitors and see what
keywords they are targeting in Google
• SEMRush –http://fcow.co/SR

19. Facebook Ads – Which Factors make
the most difference:
Title
10%
Body
Text
20%
Image
70%
Source: Shoemoney.com 2010 (Facebook’s 3rd biggest Advertiser) -
http://fcow.co/SM

20. Shoemoney’s Facebook Ad Board
Click Thru Experiment
• Made Ad Boards of actual Facebook ads,
people asked to click
• Over 1 million total clicks
• Used Clicktale Heatmap / Mouse tracking
software
Source: Shoemoney.com 2010 http://fcow.co/SM

21. Source:
shoemoney.com

23. Source:
shoemoney.com

24. 61%
of all
clicks
Source:
shoemoney.com

25. Even when foreign language text was
used with US English audience …
47% 58% 49%
• Takeaway → IMAGE makes by far the most
difference
Source: Shoemoney.com http://fcow.co/SM

26. Rule #3 – Work Smart – Best
Automation Tools
Image: embajadachina.org.mx

27. Wordpress
• Free, easy to install in a few clicks. Install
Wordpress Guide – http://fcow.co/WO
• SEO friendly URLS with keywords
• Free plugins for everything e.g. FB share / post
• Writing new blog posts as easy as sending email

28. Automatic Sharing by Users
to Social Media – WP Plugins
• Sexy Bookmarks – Includes Google +1 http://fcow.co/SB
Screenshot:
jamesmartell.com

29. • Sharebar - http://fcow.co/SH
Screenshot: wpbeginner.com
Screenshot: mashable.com

30. Best tools for Scheduling Facebook &
Twitter Updates
• Tweetdeck (Free) – auto link shortening
• Hootsuite (Best) – Upload from Excel / CSV
- Full Facebook links + image preview

31. Syndicating Blog Posts from RSS feed
to Twitter
• Twitterfeed

32. Automatically Publish Blog Posts to
Facebook
• NetworkedBlogs - http://fcow.co/NB
Step 2 -
Step 1- Syndication
Register
a Blog

33. Rule #4- The Real Money from online
Business is REPEAT Customers
It is far cheaper
to market to an
existing customer
than to a
new customer
Image: simpsoncrazy.com

34. First time customers
Questions, Scammers, Timewasters,
Hassles … NO TRUST
Image: gottatopic.com & swing-smarter-baseball-hitting-drills.com

35. Repeat customers = Trust, Rapport,
Relationship
The value in a “business” is your list of
people and the relationship you have
with those people
Image: merchantstand.com

36. CatchOfTheDay.com.au
2 brothers = $200 million
Customer just placed their 89th order
… their #1 customer has 246 Orders

37. Group Buying Daily Deals
• Spreets, Scoopon, Groupon, Living Social
• List of Group Buying sites - http://fcow.co/GR

38. Rule #5 – Nothing will happen unless
you make it happen
If you want visitors to Opt-In, Follow,
Share on Social Media → INCENTIVIZE!
Image: braincram.co.uk

39. Mint.com / Strongmail Case Study
• Split test → 3 different incentives to refer friends
to join Mint.com via email or social media

40. A – Competition to Win iPod Nano
B – No incentive (control group)
C – Beta access to exclusive features
Source: strongmail.com - http://fcow.co/ST

41. How to supercharge email opt-ins
• You MUST give an incentive → free eBook or
video or digital content
• Email subscribe form BIG, BOLD, TOP RIGHT
THIS is the
business asset
you are
building!
Screenshot:
FatCowBusiness.com

42. • Pop it up and force them to make a decision
• PopupDomination → increases signups 500%
Screenshot: FatCowBusiness.com

43. How to Incentivize users to LIKE your
Facebook Page using an iFrame Reveal Tab
BEFORE clicking LIKE AFTER clicking LIKE

44. Free app - Static HTML: iframe tabs
• Add Reveal Tab Tutorial → http://fcow.co/IF

45. How to incentivise visitors to share on
Facebook & Twitter - http://fcow.co/IN
• Cloudflood – create free share button to access link
• Social Easy Share – Unlock content by sharing
- Build Email List from Facebook App

46. • PunchTab – Uses Facebook Connect, earn
loyalty points for liking, commenting, sharing
• List Eruption – No app access needed, Reward
sharing special link on Social Media with gifts

47. Rule #6 – Give Value First
How Facebook differs from Search Marketing
• Facebook says “find users before they search”
• Earlier stage of sales funnel
• Different approach → more “soft” sell
• Give value first and create desire
• Not “hunting” but more like “fishing”
Image:
designdamage.com

48. Social Media Fans are a lot like
women …
Image: desktopdolls.blogspot.com

50. Case Study – Aquabumps.com
Started by a surfer in Australia who posted
photos of Bondi Beach every morning …

51. Started emailing a few mates to
cheer them up at the office …

55. Give value first, build up desire, credibility
and trust, and the $$$ will follow

56. Rule #7 – Partner with Influencers
• Find influencers with similar target market
• Leverage off other databases
• Reciprocal email broadcasts
• Sharing on Facebook / retweeting on Twitter
• Paper.li – mash up other blogs RSS feeds & tweet
• Start partnering with similar size and work up
• Interviews, Testimonials, Reviews, Comments
Image: totalmerchant.net

57. Guest Blogging: Write Content - Get Links
• MyBlogGuest → connects Guest Bloggers to
websites looking for Guest Posts, Technorati.com
• Find sites seeking Guest Posts → http://fcow.co/GU

58. • FollowerWonk – Find influencers in your
Niche, search keywords in Twitter Bio

59. • WeFollow – lists top influencers tagged in
each category like fitness, MMA …

60. Leveraging your Content to Other
Websites
• Zemanta – Firefox Add-on http://fcow.co/ZE

61. Your audience now has an audience
Give value first + partner with influencers →
potential for exponential reach …
Image: venturebeat.com

62. Keep in Touch
• Slides, Links, Free Videos + Tutorials at:
FatCowBusiness.com/KMA
Facebook.com/FatCowBusiness
@FatCowBusiness, @DaveCupples
Dave@FatCowBusiness.com