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Too Confused?

A very important light bulb went on the other day.

I suddenly understand.

The real problem with online marketing is NOT that people know too little.

The real problem is that people know TOO much. Too many articles. Too many tools. Too much advice. Too much to choose from!

Simply put, we are all collectively COMPLETELY CONFUSED.

Since I have spent the better part of a decade on the internet, I have seen and done it all.  I have created websites, been an affiliate, learned all about social media, dove into mobile.

But what I would like to share with you are not lots of bits and pieces are detailed technical information.  What I think is the most important is to ‘connect the dots’ and understand how all the pieces of the jigsaw fit together.  Without a coherent, global understanding of how all the ‘small subjects’ work together, you will continue to be confused and you will continue to be frustrated.

Do You Connect the Dots?

Here is a rough summary of what I’ve roughly dubbed as Susan’s Simple System.  There are 10 components and each is interlocked with the next. I have created this so that you can understand how all the ‘pieces’ of online marketing fit together.  I want you to be able to evaluate any product or system that you have in front of you within a context so you can then judge whether it is important to you.

Susan’s Simple System is made of TEN steps:

  1. The Map
  2. The Mindset
  3. The Model
  4. The Mouthpiece
  5. The Magnet
  6. The Message
  7. The Monetization
  8. The Marketing
  9. The Manpower
  10. The Metrics

Let’s explain each of the steps.

Step 1: The Map

As in anything in life, you can’t get anywhere if you don’t know where you are going!  You need a map.  You need to know where you are today, where you want to be tomorrow and how you are going to travel from Point A to Point B.

In other words, your ‘map’ is your strategy.

To craft a strategy (map) that makes sense, you need to begin by answering some fundamental questions:

  • What do you want to do?
  • Who do you want to talk to?
  • What do you want to ‘offer’ to these people?
  • What will you stand for?
  • What makes you unique?
  • What is your ‘end game’
  • Who is your target?
  • What does your target seek?
  • What is your target’s hot buttons?
  • Who are your competitors?
  • What is your message in ONE sentence?

Step 2: The Mindset

The Mindset

Is mindset really important?  Many believe that mindset is just irrelevant ‘fluff’.  Frankly, I used to share this opinion.  But over the years, I have noticed something.  You can put two people in a room and give them the same knowledge and tools.  And one will succeed. And one won’t.  Often, the difference is in their mindset.  Here are some of the most important mindset habits you need to adopt to succeed:

  • Perseverance
  • Focus
  • Clarity
  • Emphasis on ‘giving’ rather than ‘getting’
  • Pace (i.e. Slowing down so you can speed up)
  • Avoidance of BSS (the Bright Shiny Syndrome)
  • Being open to partnerships
  • Abundance mentality (attracting more money, success and people)

Step 3. The Models

Choosing the correct business model for your online business is the one area many ‘skip’.  And they do so at their own peril.  I know. This is one of the biggest mistakes I’ve made over the years.  I hopped from project to project rather than building a business on a real business model.  There are many business models to choose from but here are some of my favorites:

  • Advertising Model
  • Affiliate Model
  • Subscriber Model
  • Ecommerce Model
  • Mobile Model
  • Information Product Model
  • Coaching Model

Step 4. The Mouthpiece

Once you have decided what you want to do, who you want to target, and what business model you want to build, you then need to create your ‘mouthpiece’.  Your mouthpiece is how you communicate with your client base.  It used to be that you had one online mouthpiece-your website.  Nowadays, you need to have multiple mouthpieces including some or all of the following:

  • Your Website
  • Your Mobile Site
  • Your Blog
  • Your Online Newsletter
  • Your Facebook Fan page
  • Your LinkedIn Profile/Groups
  • Your Twitter presence
  • Your YouTube video channel

Step 5.  The Magnet

The Magnet

The Magnet is the Heart of Susan’s Simple System.  And strangely enough, this is the step that I very often see people missing.  The magnet is about building your list; you provide a ‘magnet’ to entice people into giving you their email address so they can receive it.

Why is list building so important?  Without it, it is very difficult to create an online business.  You may drive traffic to your site, blog or social media presence but without a way to capture the names of interested people, this traffic will simply leave.  And the harsh reality is they will be lost forever.

With a list building system, you will capture their names and you continue your dialogue with them.  They get to know, like and trust you (the famous KLT factor) and guess what?  They eventually are much more likely to become your customer.

Any basic list building system will have a lead magnet (s), an opt-in box, and an auto responder system.  A lead magnet is a report or free offer (normally in the form of a PDF, video or audio) which gives people great content.

An opt-in box is a little box that normally asks for your name and email address.  People will give you their name and address in exchange for the lead magnet.  Finally the opt-in box is normally linked to an email provider.  Once someone has opted into your list, you can continue to communicate with them through a weekly e-zine (online magazine) or a series of auto responders (automated sequence of emails) or both.

Step 6.The Message

In Step 1, in your ‘map’, you have identified your strategy and what it stands for.  But you also need to create messages which will help give richness to what your brand is about.  Message is just a fancy name for ‘content’.

There are many ways that you can deliver content.  It can be in blog posts, articles, public relations messages, teleseminars, podcasts, ‘how to’ videos, interviews with people in your field.

Creating content is absolutely key to you building a brand, a community and a viable business. You should create at least TWO excellent pieces of content on a weekly basis if not more.

Your message(s) should be delivered in a variety of ways; try to mix it up to make what you provide really interesting for the viewer.

Step 7. The Monetization

 You can generate money online in multiple ways.  Here are some of the most effective ways:

  • Affiliate Marketing
  • Your Own Products (Information)
  • Physical Products
  • Advertising

Affiliate marketing basically means you drive traffic to offers that are not your own.  When the traffic you have sent buys the product, you are rewarded with a percentage of the price.  Creating your own information product is an excellent, extremely profitable way to make money online. You can create a PDF, an eBook, a video (or video series) or a series of audios.  You can of course use the internet to sell physical products as well. Another way of generating income is to create a community or well-trafficked site and then sell advertising to people who are interested in speaking to your target audience.

Obviously, there are many more ways to monetize online but these are the four main ways.

Step 8.  Marketing

You can have the best strategies and products in the world but if you don’t know how to market them you will be dead in the water before you start.  Marketing online is an enormous subject but here are some of the ways that you can market:

  • Public Relations
  • Mobile Marketing
  • Blog
  • E-zine
  • Contests and Sweepstakes
  • Social Media (YouTube, LinkedIn, Twitter, Facebook, Google Plus, Pinterest)
  • Email Marketing
  • SEO
  • Webinars
  • Video
  • Joint Ventures
  • Paid Advertising (solo email blasts, PPC, banner ads)

Step 9. Manpower

The Manpower

One of the biggest reasons for online marketing failure is that the strapped small business or solo entrepreneur does not have enough hands to do everything.  Knowing when and how to hire staff is an essential part of the online marketing puzzle.

Step 10. Metrics

When you are using online marketing, Testing should be your middle name.

There are hundreds of ways of measuring performance in terms of visitors to your sites, active members to your social media communities, opt-in rates to your landing pages, click-through andconversion rates in terms of sales.

This is another step people often skip. But without metrics, you will never know what works and what doesn’t.  Without metrics, it is virtually impossible to Move Forward.