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6 Online Marketing Mistakes that Will Kill Your Business

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Usually on Copyblogger we talk about how to grow your business , get more customers, increase your conversion rate, build thousands of daily readers, and all the rest of it. But you also need to know about the factors that will kill off your business. Sometimes it’s a question of attitude, like when you’re sick of it, when it’s only a hobby and you don’t want to take it too seriously, or when you’re equally scared of success and failure. And then there are just downright mistakes, which, fortunately, can be corrected. If you want your business to thrive, watch out for these warning signs. Get them straightened out and you’ll get your business on the road to robust good health. #1: A sucky attitude Your attitude about your own business will affect everyone else’s attitude about it. Every web visitor, every person you speak to, every twitter and FaceBook contact. They’ll know, without you telling them, exactly how you regard your business. What are some of the warning signs that your attitude may suck? When you don’t post for weeks on end. When you haven’t put out a new product or service for the last six months. When you say your business would be great if it wasn’t for those $#%^& customers. When you whinge about how hard business is and how all those successful A-listers must have had friends in the right places. When you’re expecting to be an overnight success and you’re surprised that you aren’t both rich and famous after six months. #2: Marketing to a demographic, not a niche The best and simplest definition of a niche that I’ve seen is “a group of people with a common problem who congregate together.” What isn’t a niche? Freelancers are not a niche. Work at Home Parents (mums, dads, or both) are not a niche. Small business owners are not a niche. Copywriters are not a niche. Women over 40 are not a niche, neither are men after retirement. Those are all demographics — and they’re all groups that I’ve seen people try to market to. It’s only a niche when they share a problem. So what’s the problem in your niche, and how are you going to solve it? Where does your niche group together so you can market to them specifically? It’s a marketing paradox that the more you narrow your niche, the more successful your marketing will be. Have a look at who you’re aiming at now and ask yourself if it’s a demographic or a real niche. How can you narrow your message down to their core problem — the one that you solve brilliantly and uniquely? #3: Looking like a cheapskate It’s so easy to set up an online business these days — just whack up a WordPress.com or Blogger site and off you go. Need graphics? Pick up some clip art. Logo and website header? $50 should take care of that if you outsource to the lowest bidder. Business cards? You can get freebies from Vistaprint, why pay money for a designer and printing? Newsletter list? Send that from your desktop with Outlook. The only problem here is that your business looks cheap. And the overall impression visitors and potential clients get is that you’re (a) broke, (b) cheap and (c) unprofessional. There are some things you can do free or low-cost and no one will notice. Your website is not one of them. Don’t get me wrong here, you don’t have to go to the other extreme and mortgage your house to pay for the website. You do have to make sure that your site has a clean, professional look, that it’s easy to navigate, and that your web presence makes you look worth the prices you charge. #4: Not capturing visitor details Someone comes to your site, looks around, reads some posts, and then leaves. Sure, they liked it and intend to come back and read some more — but they never do. They forget, lose the url, get busy. And you’ve lost them forever. I’m amazed at the number of small businesses that don’t have a way to capture visitor details — their names and email addresses. They’re losing customers and making life harder for themselves. It takes time and effort to attract people to your site, so why let them leave without a way to keep in touch? Set up an email newsletter list (NOT from your desktop, see #3 above) and offer a valuable free report or ebook in exchange for their details. MailChimp is free up to 500 subscribers if money is tight at the start, and you can build from there. Once you’ve lost a visitor they’re gone forever — along with every person they may have referred you to. Do you really want to let them get away that easily? #5: Failing to plan long term Or don’t plan at all. Business plans are for big businesses, and for when you need to go to the bank for capital, right? Wrong! When you don’t plan you’ll drift. You’ll chase the latest marketing guru and technique, flit from this to that and wonder why nothing seems to work for you. What are you aiming for? What do you expect out of your business? How will you know when you’ve reached it? You don’t need a 100 page plan full of legalese and possible budgets and financial projections that no-one but your Accountant understands. But at the very least you do need to know what your aims (goals) for your business are, who you’re marketing to, and what makes you different from everyone else out there. No plan = No business. #6: All learning, no action Are you a ‘gunna’? You’re ‘gunna’ do this and ‘gunna’ do that? Just as soon as you’ve studied this marketing e-course, read those 136 ebooks, listened to the 84 teleseminars and watched the 78 hours of business videos that you’ve downloaded onto your computer? How many information products have you bought that you’ve never read, listened to or watched? How many of them have you actually worked through step by step? We all do this, or rather, don’t do this. Me? I’m waiting for retirement before I work through my resources folder — it’s the only way I’ll ever have the time. Ebooks, courses, videos and all the other teaching methods are great, as long as you utilize what you’ve learned . Information junkies abound. People who take action on what they’ve learned are rare. You’ll learn more in your first twelve months of actually running your business and putting yourself out there than you will from any number of books, courses and videos. Information is great, but nothing beats taking action. About the Author: Mel Brennan is the antipodean force behind both SuperWAHM and the Two Hour Business Plan . You can also catch her on Twitter . P.S. Looking for the advice we talked about at the beginning: how to grow your business, get more customers, increase your conversion rate, gain several thousand daily readers, and all of that good stuff? You’ll find it on the free Copyblogger newsletter, Internet Marketing for Smart People . Come join us today !

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60 Ways to Increase Your Influence Online

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Recently, my company brought together 60 of the web’s brightest minds to speak about influence for 60 seconds each. Yep. 60 speakers, 60 minutes total. Who came to the party? Well, Copyblogger’s own beloved Brian Clark, and his humorous underlord, Johnny B. Truant, to start. We also heard from Guy Kawasaki, Gary Vaynerchuk, Robert Scoble, MarketingSherpa’s Anne Holland, MarketingProfs’ Ann Handley, David Meerman Scott, and many others. We called it The Influencer Project , and billed it as “the shortest marketing conference ever.” The venerable HubSpot was our sponsor. Word got around. We learned a lot, which we’ll be sharing as a case study later down the road. But for now, I wanted to share with my fellow Copyblogger enthusiasts and Third Tribe mavens the “one thing” each speaker shared that we at ThoughtLead found unique and essential to building digital influence. Now, without any further ado, here they are, in order of appearance: #1. David Meerman Scott. “Stop talking about your products and services. People don’t care about products and services; they care about themselves.” -@dmscott #2. Anne Holland. “Improve the buttons on your landing page. Can you make your button bigger?” -@anneholland55 #3. Mike Volpe. “We share lots of things that most companies would keep internal. By sharing both the good and the bad, you build digital influence.” -@mvolpe #4. Michael Port. “ Consistency . Consistency demonstrates commitment. You’re going to earn trust because you’re consistent.” -@michaelport #5. Liz Strauss. “Know where you’re going — because who would want to follow you if you don’t know where you’re going?” -@lizstrauss #6. Robert Scoble. “Follow better people. The better your inbound is, the better your output will be. And your output is what people follow.” -@scobleizer #7. Carol Roth. “Align yourself with outstanding strategic partners.” -@CarolJSRoth #8. Scott Porad. “Make connections with people online, and then go and meet them in person in the real world, offline.” -@scottporad #9. Joe Pulizzi. “Create content that stands for something: what I call Higher Purpose Content Marketing .” -@juntajoe #10. Laurel Touby. “Each month, on the first day of the month, assign yourself 3 digital trends you’ve been hearing about and do a test drive.” -@laureltouby #11. Hugh MacLeod . “We use other people’s stuff or other people’s content to socialize. And your stuff’s either a social object or it’s not.” -@gapingvoid #12. Chris Guillebeau . “Avoid incestuous blogging. Instead of sticking to one niche, think bigger: what social circles are related to yours?” -@chrisguillebeau #13. Laura Roeder . “Just start talking to people! Don’t worry about what to tweet, just start responding.” -@lkr #14. Michael Margolis. “People either identify and connect with your story or they don’t. Have a story that’s worth telling.” -@getstoried #15. Dave Navarro . “Find people who have your audience already and co-create products with them.” -@rockyourday #16. Loren Feldman. “Either be super-fake and make believe you’re friendly to everybody, or be completely honest.” -@1938media #17. Ann Handley. “Ground your content in who you are. Don’t be afraid to have a point of view. But also give it wings to soar freely and be shared.” -@marketingprofs #18. Jim Kukral. “Facebook advertising: you can run ads on profiles of people that work just within certain organizations!” -@jimkukral #19. Joselin Mane. “As soon as you meet someone, introduce that individual to someone else you know.” -@joselinmane #20. John Jantsch. “Get very good at filtering and aggregating content. Deliver it to people at the right time, the right size, the right amount.” -@ducttape #21. Marshall Kirkpatrick. “Be early in the news cycle on any conversation of general interest. Detect early voices out in the wilderness.” -@marshallk #22. Shama Kabani. “Create [video] content around your area of expertise and then distribute, distribute with gusto!” -@shama #23. Terry Starbucker. “The only way to build influence is to go out and try and get it yourself, and to overcome that fear of doing so.” -@starbucker #24. Johnny B. Truant . “Defy convention where it’s appropriate. Only a few people dare to step outside. And people take notice of that.” -@johnnybtruant #25. Jason Falls. “Share good content consistently. That’s how I’ve done it.” -@jasonfalls #26. Robbin Phillips. “It is not about digital. It’s about people. It’s about passion conversations, not product conversations.” -@robbinphillips #27. Yaro Starak. “Learn how to talk more about other people. If you’re looking to influence a certain thought leader, talk about them.” -@yarostarak #28. Michael Stelzner . “Set up a fan page on Facebook. Make a welcome tab with a video on it, and ask a poll question.” -@mike_stelzner #29. Erica OGrady. “Make people around you more successful than you are.” -@ericaogrady #30. Gary Vaynerchuk. “Talk about things you know. The reason Wine Library TV worked was because I knew what I was talking about.” -@garyvee #31. Nathan Hangen . “Don’t worry about getting attention from other people. Make something worth talking about.” -@nhangen #32. Danielle LaPorte. “Get yourself properly interviewed. Either hire a writer, or get yourself in front of a camera with a friend.” -@daniellelaporte #33. Guy Kawasaki. “Repeat your tweets. I repeat them every eight hours.” -@guykawasaki #34. David Bullock. “Move offline. Sometimes your market is not online. Use another media—television, radio, speaking events.” -@davidbullock #35. Vanessa Fox. “A lot of people attract [visitors] from search. They’ve missed that big second step: solving their problems .” -@vanessafox #36. Lewis Howes. “Find one specific niche and master that niche.” -@lewishowes #37. Valeria Maltoni. “Do a weekly chat on Twitter. I’m a business strategist, so we use the principle of kaizen to help people at #kaizenblog.” -@ConversationAge #38. Sergio Balegno. “Invest more time mapping a strategy for not just using social media, but for integrating social media with other tactics.” -@sergiobalegno #39. Hank Wasiak. “Get rid of conventional views of influence. It should be about our influence — from my influence to our influence.” -@hankwasiak #40. Mitch Joel. “Get active in other people’s communities. Get out of your own head and get into other people’s spaces.” -@mitchjoel #41. Tamsen McMahon. “Building digital influence is about ‘digital dimensionality.’ Show as many sides of yourself or your business as you can.” -@tamadear #42. Justin Levy. “Listen to the conversations around you. See how different networks interact, because not every network’s the same.” -@justinlevy #43. Chris Garrett . “What you’re looking for is a long-term relationship. You don’t want to gain influence and lose influence.” -@chrisgarrett #44. Cathy Brooks. “Think about the authenticity and consistency of your voice across your entire online and offline presence.” -@cathybrooks #45. Todd Defren. “To change your world, start by trying to change the world. What is it that you feel passionate enough about to shake things up?” -@tdefren #46. Brian Clark . “Learn to be a storyteller . Narrative — it’s what makes us human. Big media does it great. You have to as well.” -@copyblogger #47. Scott Belsky. “Share your ideas liberally. Accountability and letting people know what you’re up to can make all the difference.” -@scottbelsky #48. Wendy Piersall. “You have to put your business model before pursuing fame. Whatever you do online, make sure that it adds to your bottom line.” -@emom #49. Mark Silver . “Many people are afraid to speak; if you speak for them, they will be listening.” -@markheartofbiz #50. Dan Schawbel. “Go further down the long tail and choose a much smaller niche to focus on. Be the personal finance expert for Minnesota.” -@danschawbel #51. Shashi Bellamkonda. “Find out from your customers which social networks they are using, and be there for them at the moment they need you.” -@shashib #52. Gretchen Rubin. “Self-expression is the new entertainment. Get people talking. I had success just asking, ‘What’s your comfort food?’” -@gretchenrubin #53. Muhammad Saleem . “Give as much as you can give. Too often we’re too focused on what we want to accomplish.” -@msaleem #54. Aaron Kahlow. “Think about social media not as its own strategy, but a strategy to enhance your existing marketing and business goals.” -@aaronkahlow #55. Alexandra Levit. “Target between five and ten individuals who you admire, whose work you’ve followed, and gradually start getting to know them.” -@alevit #56. Steve Woodruff. “Identify gifted up-and-comers. By coming alongside them and becoming an advocate, you end up creating an advocate for life.” -@swoodruff #57. David Siteman Garland. “Start the media arm of your company, whether it’s a special show, or a podcast, or an online magazine.” -@therisetothetop #58. Amber Naslund. “Online influence is a slow burn. It’s something that’s grown by having quality one-on-one conversations over time.” -@ambercadabra #59. Julien Smith. “Get someone else to take a look at what you have that you maybe take for granted and gives you an advantage over other people.” -@julien #60. Brian Solis. “How do you become a thought leader? It starts with *being* a thought leader and then connecting the dots back to you.” -@briansolis So there you have it: 60 of the most successful digital influencers, all sharing their thoughts on how you can increase your own digital influence. Of course, each one is tweetable — what’s the point of wisdom if it can’t be shared? (Kudos to Chris Brogan for the original inspiration of “ tweetable advice .”) And if you want to join the conversation on influence, just include #influencer in your tweets. You’ll find a community of people waiting to interact with you. And now, my friends, I ask you: which is your favorite tweet, and why? And how can you implement it in your business, starting today? Let’s have some fun in the comments. Sam Rosen is the big-time, Daddy Warbucks CEO of ThoughtLead , a digital influence agency that helps brands use the web to spread important ideas, and the co-creator of the Influencer Project — the shortest marketing conference ever.

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The Glass Ceiling, the Inner Circle, and the Key to Building a Popular Blog

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“What am I doing wrong?” I whispered to the computer screen. A part of me wanted nothing more than to go to bed and forget about blogging forever. And yet, there I was, hunched over the computer, as I dug through my traffic stats for the millionth time. Somewhere inside was the answer to why I wasn’t getting more traffic, and I was going to find it. Some people would have said I was asking for too much. The blog was already doing decently well, averaging about 100 visitors a day after only two months. I got at least a few glowing comments on every post I wrote. Several people had sent e-mails, complementing me on my writing. But the problem was the blog wasn’t growing. I was putting out better content than anyone else in my niche. I tried every traffic strategy you can name. I was working on it so hard that my day job was suffering. And yet the traffic stayed the same. It was like I’d run up against some invisible barrier, and nothing would push me past it. I was beginning to think I’d be doomed to 100 visitors per day forever, and that certainly wasn’t enough to quit my job over. I sighed and pushed back from the computer. “I’ll figure it out tomorrow,” I said, heading off to bed. And the next morning I woke up with a peculiar idea that explained everything. The glass ceiling What if I told you the blogosphere has a sort of “glass ceiling?” The idea goes something like this: Anyone can start a blog. If you work hard, you can even grow it to a few hundred visitors a day or so. But at some point, the growth stalls out. You reach a plateau. It’ll be like you’ve run into a glass ceiling — an invisible but bulletproof barrier. You’ll see bloggers on the other side, and they don’t seem to be doing anything different than you are. But for some reason, they were able to break through, and you weren’t. It took me two years and three failed blogs to figure this out. And the answer is nothing close to what I expected. The inner circle The good news about the glass ceiling is there is a door. The bad news is it’s guarded. You see, every niche has an “inner circle.” A group of people who command a lot of attention. Everyone reads their blogs (or books). Their opinions are widely respected. And they often coordinate their marketing to help each other grow. In the blogging niche, it’s people like Brian Clark, Darren Rowse, Chris Brogan, and Sonia Simone — who, of course, all came together to form Third Tribe . In real estate investing, it’s gurus like Bill Bronchick, Ron Legrand, and Robert Kiyosaki. It doesn’t matter what niche or topic you point to; you’ll find an inner circle. And if you want serious traffic — and by serious, I mean thousands of visitors per day – the fastest way to do that is to convince members of the inner circle in your niche to promote you. They’re not going to come find you The odds are you’re not going to publish a post some day that makes all of the insiders in your niche want to know you. If you want their help, you have to proactively build relationships. The bloggers who bypass the glass ceiling don’t just do it by publishing more or better content than everyone else. They also do it by working behind the scenes to build friendly relationships with people who can help them. The question is, how? That’s the last piece of the puzzle. And it’s one that I stumbled across totally by accident. The key to building a popular blog Late one night, I was working on my blog and just so happened to get an IM from Brian Clark. I’d been hanging around in the Teaching Sells forums for a few months, not only soaking up the content, but answering questions from other members. Little did I know it, but I’d caught Brian’s attention, and he reached out to me. “I really like what you’ve been posting in the TS forums. How would you like to do a guest post for Copyblogger?” I was stunned. Copyblogger was quickly becoming one of the most successful blogs in the world, and I didn’t think I was anywhere close to being ready to write at that level. But I wasn’t going to miss the opportunity, either, so I agreed. A week later, my first post went up, and it was the highest traffic day in the history of my new blog. It wasn’t thousands of visitors, no. I still had a lot to learn about writing a really strong post. But it was an eye-opener. Brian’s help didn’t stop there. He gave me invaluable advice on how to grow my blog, and he started connecting me with power users who could help promote my posts on Digg and StumbleUpon. Within a few weeks, I was up to an average of 2,000 visitors per day, and I had hit the front page of Digg, bringing me 20,000 visitors within a few hours . I was euphoric, and there was no question Brian’s generosity with his connections and advice were the key ingredient to making it happen. So I started to wonder. “What if I did more of this?” I started to guest post wherever I could, and before long, I was getting so much traffic that my server started to crash, and I had to switch hosting companies. Performancing even nominated my blog for the Best Business/Money Blog in the world. I felt like a genius, like I’d discovered the cure for cancer or something. But then I started to look around. I wasn’t the only one guest blogging. People like Leo Babauta , Chris Garrett , Sonia Simone , and Dave Navarro were doing it too. And they were reaping incredible benefits. That’s when it occurred to me: the best way to build a relationship with anyone is to give them something of value. It’s the whole principle of reciprocity . It goes back not just to the work of Robert Cialdini, but to the good old Golden Rule. And what do popular bloggers need more than anything else? Great content. Why guest blogging is such a powerful strategy It’s hard to fathom when you’re a beginner, but running a huge blog is a lot of work. You have to come up with something brilliant to post every day, or you risk losing the attention of your audience. No vacations, no holidays, no calling in sick. You have a huge crowd of people waiting to hear what you are going to say next, and it had better be good. Many popular bloggers publish guest posts just because it gives them a day off. Someone else can take over the show, and they can take a moment to relax and regroup. It’s not laziness; it’s a creative necessity. And it’s also a big opportunity for you. Not only does guest posting give you a chance to connect with a huge audience, but it also makes you a sort of understudy. The blogger begins to care about you and how you’re progressing, and they’ll go out of their way to help you grow. The result? Lots and lots of traffic. Look into the history of almost any popular blogger, and you’ll find they guest posted for other popular blogs. In fact, go through the list of 30 bloggers to watch in 2010 , and over half of them have written for Copyblogger alone. It’s not a coincidence. It’s the way the blogosphere works. Everyone talks about building a relationship with your audience — and that’s critical. But few talk about building those relationships behind the scenes. Not sucking up or trying to exploit anyone, but making yourself useful and valuable. Becoming a contributor to their success is one of the best ways to build your own success. That makes guest blogging a smart strategy. Stay tuned and I’ll give you some quick tips for exactly how to do it. About the Author: Jon Morrow is the Associate Editor of Copyblogger. Get more from him on twitter .

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Internet Marketing

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Feature Product Review:Internet Marketing and e-commerce are the future of business, and that future is now. This article will give you a great introduction to Internet marketing. We’ll cover a number of ideas related to this growing field. Having a good, solid definition of Internet marketing is where we should start.  The simplest way of defining

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Internet Marketing

How to Find Thousands More Prospects for Your Business

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Ever wonder why conversion rates are so low? A “good” sales page will usually convert between 1 and 5 percent of its readers. Those numbers vary wildly depending on about a zillion factors, but that’s the middle of the bell curve. So that means between 95 and 99 percent of people reject what you’ve got to offer. Seems a little depressing when you look at it that way, right? So are those 95–99 percent just a write-off, a necessary cost of doing business? Do you have to do the work and/or spend the money to get nearly prospects to make 1 sale? Not necessarily. Note: No actual statistics were harmed, or even used, in the writing of this post. In other words, these numbers are theoretical. Use them to illustrate the principle, and for back-of-the-envelope planning. The real numbers always come from your own business and your own individual situation. The desperate buyers strategy According to sales strategist Chet Holmes, at any given time, about 3 percent of your market is in active buying mode. So if you sell furniture, about 3 percent of adults in your town are looking for some piece of furniture right now. If you sell fancy cages for naked mole rats, about 3 percent of naked mole rat owners are in the market for a new cage. Traditional internet marketing is all about finding this 3 percent. The smartest Adwords, SEO, and affiliate marketers are all trying to selectively find that 3 percent and weed out the other 97. You can call this the Desperate Buyers Only strategy, which is the title of a very solid program by Alexis Dawes on writing and selling ebooks. The trouble is that the desperate 3 percent are expensive, because everyone wants them. What are called the “converting keywords” (the keywords that are proven to attract the 3 percent who are ready to buy today) are expensive to buy with pay-per-click. Those same keywords are usually highly competitive for SEO , and getting more so every day. You’re competing with thousands of hungry internet marketers for that 3%. It can be done, but you have to be at the top of your game. But there are more buyers out there, if you know how to treat them. The conquer-the-universe strategy Holmes’s research goes on to say that about 7 percent of any given market is receptive to the idea of buying, even if they aren’t actively looking. Given the right offer, they could be talked into it. We could call these our Not-So-Desperate buyers . If you can pull them in, you’ve more than tripled the size of your potential buying pool, going from 3 percent to 10 percent. Another 30-ish percent will buy one of these days, but it’s not on their radar right now. Call them the Not Yets . About 30 percent are mildly turned off on the idea of buying your product. Holmes calls them the Soft No . And about 30 percent are highly turned off. They hate something about your company, or they never pay for information, or their spouse has threatened them with grievous bodily harm if they spend any more money on what you sell. They’re the Absolutely Nevers . What happens if you start creating marketing communication that entices the Not-So-Desperate, the Not Yets, the Soft Nos, and even a few Absolutely Nevers? You can scoop up all of those potential buyers and keep them close until they’re ready for you. You can develop enough trust and rapport to warm up the Not-So-Desperates, and even light a bit of a fire to get them moving today. You can make yourself the natural choice when the Not Yets are ready. You can answer objections and reverse the risk for the Soft Nos, which often turns them into Yeses. And you can even get a handful of Absolutely Nevers to act as your unpaid salespeople. While Absolutely Nevers might never buy themselves, if you’ve set up your marketing correctly, a surprising number of them will pass the word along to someone else who will buy. The product may not be right for them, but they know someone who can use the content . The key is the content net What kind of marketing attracts all the potential buyers, rather than the ones who are hot to buy right now? It has to be marketing that doesn’t look like marketing. Advertising that’s too valuable to throw away. Communication that delivers a real and compelling benefit, with the sales message presented only after you’ve earned the right to sell. Or what we like to call cookie content . And what kind of marketing keeps them around and engaged until they’re ready to buy from you? It has to be marketing that’s delivered over time. Advertising that arrives on a predictable, regular schedule. Communication that’s repeated enough times to develop trust and rapport. And the two best tools for that at the moment are probably a blog combined with an email autoresponder . A content net weaves a nice, friendly web of communication around all the categories of buyers, and keeps them interested. It’s a terrific tool for your Desperate 3%, because it educates them about why you’re the unquestionably perfect choice. But it also takes the other 97% and nurtures them, training them to become your ideal customer. About the Author : Sonia Simone is Senior Editor of Copyblogger and the founder of Remarkable Communication .

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