- Jan 12, 2017
- / Thomas McKee /
- 1 Comment
Do you know who Chandler Bolt is?
If you’re an online marketing nerd already, like me, you probably do. But, if you’re art of the other 99.9% of the world, who isn’t super hyper about this “internet marketing stuff,” you’ll probably have never heard of this man.
So, what the hell is he doing with this headline on Business Insider?
How did he get on there?
Is he rich or something? Yes. Yes indeed.
That’s part of the beauty of online marketing.
This 21 year old kid has made hundreds of thousands of dollars, from his kitchen table.
No need for fame, magazine interviews, talk show visits or acting classes (you know, to act in a blockbuster movie).
Even though you have no clue who Chandler Bolt is, not only has he made tons of money, but he’s also helping others do the same.
His company, Self-Publishing School, helps people publish books on Amazon and make a living from it.
If you’re an introvert, that’s a cause to celebrate!
Less than 20 years ago, extroverts had way better chances of becoming rich and successful.
Why? It involved a ton of networking.
You had to hire employees and build a huge company or, for a career in arts, music, movies etc., get every person in your industry to know you.
While connections are still a huge deal, today you can get them right from your couch.
As a single individual, you can build a huge business from the comfort of your home, after work, during your afternoons and on your weekends.
I don’t think I’m being dramatic when I say that online marketing is your shot at the life of your dreams.
Trust me, I would know ?
I want you to have as much fun at work as these guys and I do. So, today I’ll introduce you to the world of online marketing.
Note: Even if you’re deep down the rabbit hole already, you can still learn a ton of new things from the following examples.
If you’ve read my previous guide on digital marketing, you already know that it’s different.
Not every digital marketing campaign is automatically an online marketing effort.
According to TNMedia, online marketing is “…any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements.”
Want the drop dead simple version of it?
Online marketing is any effort to spread the word about your company that uses the internet to reach people.
Basically, anything that you do online to get more eyeballs on you and grab people’s attention and, hopefully, at some point, get them to buy from you.
There are 7 major sub-categories of online marketing that I want to cover in this guide.
We’ve already talked about search engine optimization (SEO) and I showed you all of the important aspects of it that you have to get right.
Next to SEO, there’s search engine marketing (SEM), which is simply the paid version of SEO.
Marketers pay for displaying ads together with Google search results and hope to drive traffic, or rather interested people (=leads), to their product landing pages.
Then there’s content marketing, where marketers try to create valuable media and content and distribute it to potential future customers. This is the good guy version of online marketing, where you mostly try to guilt people into buying.
Of course you already know social media marketing, where you use one or several social media channels to engage with customers, build relationships and then send them to your products and services.
Pay per click advertising (or PPC) is similar to search engine marketing, but not limited to Google and its competitors. Most social networks let you create ads that integrate naturally into their feeds, allowing you to pay for clicks to your website.
Affiliate marketing is a kind of referral marketing, where you share profits with fellow marketers, in exchange for promoting each other’s products.
And, finally, there’s email marketing, which is already considered old school, but is still one of the most effective channels. Once your customers have given you permission to contact them, you can email them at any time, providing value and asking them to buy when the time is right.
You can already guess how big online marketing really is, as you know how huge of a space each of these categories is, taken on its own.
I mean, just think about how many social media platforms you can name, off the top of your head.
Facebook, Pinterest, Twitter, Instagram, Vine, Snapchat, Tumblr, Google+, Youtube, Periscope, LinkedIn, Meerkat, Blab, Reddit, StumbleUpon…
Okay, you get the point.
I want to give you a good grip on all of these categories, just like in our beginner’s guide, yet not drown you in the vast amounts of information that are out there.
That’s why, in each category, I’ll give you one example of someone who absolutely crushes it in their niche, along with some great points to help you get started.
Ready? Set. Go!
SEO – search engine optimization
It goes without saying that I think Quick Sprout is one of the best sites, when it comes to SEO (we’re kind of a big deal, I think).
Our Advanced Guide to SEO alone has gotten thousands of shares.
But, instead of spending an entire category bragging, I want to point you to someone who is a true SEO ninja and has worked for us at Quick Sprout for quite some time.
Not only because he has all of the SEO skills you need up his sleeve, but also because he is super underrated.
Every time I read an article like “15 SEO Gurus That You Should Know for 2015”, I’m stunned he’s not on there.
Brian Dean, aka Backlinko, might be flying under the radar, but when you start googling around and learning SEO, you’re bound to bump into him.
He outranks huge sites, like Wikipedia, Forbes and Copyblogger and completely dominates the SEO space with his super long case studies, providing actionable step-by-step instructions for upping your SEO game.
(Backlinko ranks 1 AND 2 for “how to get backlinks”)
What’s great about his blog is that instead of just rounding up SEO news, like Search Engine Land and others, he actually shows you how to implement good SEO techniques that work.
As I outlined in one of the previous guides of this series, SEO is the process of optimizing your online content, so that a search engine likes to show it as a top result for searches of a certain keyword.
Brian is one of the best sources on the web to learn how to do it.
For example: Brian recently published an article called “How to get backlinks with guestographics”.
There, he does 2 things.
1. He shows you the results that prove the strategy works.
2. He gives you detailed steps that you can follow to execute it.
As a case study, he uses someone he’s helped pull off this strategy in their niche.
You see the results and then you can just scroll down and follow along as you read. In this case, the steps are:
- Step 1: Create and Publish a (Really Good) Infographic
- Step 2: Find People That Are Interested In Your Infographic
- Step 3: See If They’re Interested In Your Infographic
- Step 4: Make Sharing Your Infographic a Breeze (AKA, “The Bribe”)
- Step 5: Add a Link In Your Introduction
Easy to follow, right? So, what’s the catch?
It’s hard to execute. It takes time.
And, that’s the reason that not many people do it. Be one of the few who do and you’ll get the results.
Just check this backlink that we got to a Quick Sprout infographic, just a month ago:
(you can view it here)
Want more proof?
Go through the entire Backlinko blog. You’ll only find about 30 posts over 2.5 years.
If Brian’s SEO didn’t work, then he would never have been able to grow Backlinko to 100,000+ monthly readers, 100,000 email subscribers and such a massive SEO brand, with only 30 blog posts.
The following 3 blog posts are the best ones to get started:
- How to rank for any keyword
- Link Building: The Definitive Guide
- Google’s 200 Ranking Factors: The Complete List
SEM – search engine marketing
Search engine marketing is the paid cousin of SEO.
Instead of optimizing your content and promoting it a lot, in order to eventually show up as a top result for organic searches (which can often take a few months to happen, even if you do it right), you can pay your way to the top.
Since 50% of all clicks go to the first and second result, you’ll surely get a lot of hits to your site, but you also pay for each and every one.
Depending on what keyword you want to show up for, you pay different prices.
The keywords that people search a lot for are more competitive and, therefore, more expensive.
Some keywords can cost several hundred dollars per click.
$500 for a single click!
So, while it is a great strategy, it only works if you can immediately recoup your advertising costs.
Companies easily blow tens of thousands of dollars on Google Adwords campaigns, failing to make sure that they get their money’s worth.
To win with SEM, you have to offer a paid product or service.
When you’re still in the phase of producing free content to build an audience, don’t waste your time with SEM, you’ll run out of money faster than you can spell S-E-M.
Thankfully, avoiding the mistake of paying for worthless clicks is not as hard as you might think.
By setting up conversion goals, inside of your campaign, you can track exactly who made a purchase from your ads and you’ll know exactly how much money you spent and how much you made at any time.
Their ROI (return on investment), is often way higher than any stock or real estate investment could be, creating 5x, 10x and even 20x the ad spend in conversions.
A great source to get started with Google Adwords, whether you’re an established business or a solo entrepreneur sitting on his couch, is Jerry Banfield.
Jerry makes a living by being a full time instructor on Udemy, often generating $30,000 or more in monthly income.
The reason that he was able to scale up his sales so much is Google Adwords.
Prior to his solopreneur career, Jerry ran a one-man ad agency, helping businesses with their SEM. Once he had a few courses to sell, he went on to transfer his SEM skills to his own business.
Look at the kind of results he creates:
That’s an ROI of 4700% and that’s how powerful Google Adwords can be.
Even better, Jerry teaches everything he knows and most of his lessons are free. By far, the best place to start learning Google Adwords is his free course on Youtube.
It walks you through everything that you need to know to set up your first campaign from scratch and it’s over 3 hours long.
The lessons in this video alone are more than enough to help you get started. And, once you’re ready to kick it up a notch, you can just get his Udemy course, for over 9 hours of videos, detailed tutorials and guides.
Pro tip: If you buy the course, go through Jerry’s website for a coupon that lets you buy the course for $25, instead of $300.
Jon Morrow is a master content crafter. After getting annoyed by how great content often suffers from little traffic and exposure, he set out to help people change that.
His blog, Boost Blog Traffic, boasts over 500,000 monthly readers.
As I taught you in the previous guide, content marketing is all about providing timely and relevant value to your audience.
The first step to doing that is knowing your stuff, and boy, did Jon do his homework. He’s built his blog into a six-figure income.
Monthly, that is.
He makes more in a month than most people earn in a year, so it’s fair to assume that he’s good at online marketing.
He did all of it with just the power of his voice. Jon is paralyzed from the neck down.
When he decided to make marketing a key focus of his blog, he knew sharing the lessons that he learned when building his blog and former businesses would attract a lot of readers.
But, he also knew that what would get him even more fans and potential customers was teaching people how to implement the techniques that he used to growth hack his companies to these huge revenues in such a short time.
Similar to Backlinko, he often breaks down a marketing tactic, step by step, with screenshots, results and detailed how-to’s.
Super specific instructions like this are rare in any industry, and if you can take people by the hand from A to B, that’s when you’ll build a loyal following.
What’s more, Jon often brings on guests to share their best tactics in the same manner, so you can learn about other ways of online marketing as well, like building relationships, Google Analytics or email marketing.
One way to learn what it takes to create awesome content is to just look at Jon’s writing.
Take this intro for example.
Jon coins an entirely new term that he introduces the reader to. He alienates the audience by talking about “them”, even though every reader knows he or she is addressed personally.
Then, he explains his terms and compares a common blogger’s problem to a sickness. Anyone would want to know how to cure it! He’s created a huge curiosity gap and the reader immediately gets drawn in.
Another way to learn from him is by straight up reading his content about, well, creating content. 3 good articles to start with are:
- Demystifying Epic Content: How to Actually Create It (Not Just Jabber About How Important It Is)
- The Ultimate Guide to Writing Irresistible Subheads
- 20 Rules for Writing So Crystal Clear Even Your Dumbest Relative Will Understand
Content comes in many more forms than writing. If you want to know more about other ways of creating content, take a look at my content marketing guide.
Social media marketing
Social media is a beast. This industry is gigantic and it’s growth rate is scaring even me.
By now, there are hundreds of social media networks out there.
This topic deserves a whole guide on its own, but if you want to be successful with social media (and you’ll HAVE to, in the long run), your best bet for a one-stop shop is Gary Vaynerchuk.
Gary is firing on all cylinders and platforms, has written 3 New York Times bestsellers (2 of which are solely focused on how to use social media for your business) and runs one of the biggest media agencies in town.
He’s successful on Twitter, thanks to being witty and by engaging with lots of people individually and he has amassed 1.18 million followers on the platform.
On Youtube, he dominates with his #askgaryvee show, which is published every working day of the week.
All in all, around 2 million people follow his every move. If you watch him closely, you can learn the art of social media from him.
One of the biggest takeaways from Gary is that content follows context.
He says “content is king, but context is god”, meaning that if you don’t respect the context of each individual platform, you’re bound to lose.
Example: I could have posted this blog post as a Facebook status update, but would it have made any sense? No. No one consumes long form content on Facebook. That’s what blogs and YouTube are for.
Twitter’s video platform, Vine, has gotten immensely popular. Lots of people completely failed in building a big following on it, because they were just putting out the wrong content.
(the top vine stars know what works)
If you only have 6 seconds of your viewer’s attention, the feeling you try to excite in them better be strong.
Only 2 kinds of accounts are able to pull that off consistently: Musicians and comedians.
Go through the list of the top Viners and you’ll see that 99% of them are comedians making short, funny videos.
Instead of seeing social media as a distribution channel where you push out the content that you created on one platform to of all the others, try to tell stories that match the context of each platform.
Since Gary is also a speaker, you can learn a ton about social media by watching his talks on YouTube.
But, Gary’s not the only social media wizard out there, so here are a few other resources to help you learn how to kick ass on various platforms:
- 17 Killer Facebook Post Ideas For Small Business Owners
- 20 Facebook, Twitter, LinkedIn & Pinterest Features You Didn’t Know Existed (But Totally Should)
- Instagram Marketing: Your Complete Guide to Instagram Success
- The Biggest Social Media Science Study: What 4.8 Million Tweets Say About the Best Time to Tweet
Pay per click advertising
Pay per click advertising (or PPC) is exactly what the name suggests. You pay for each click that you receive on an ad that you create.
Sounds similar to SEM, doesn’t it? That’s because it is. But, while SEM is only one type of PPC advertising (and a very special one), there are many platforms that offer to showing your ads to their audience with PPC.
Twitter does it, LinkedIn does it, YouTube does it and, recently, Instagram introduced ads as well.
But, by far, the most popular platforms for PPC advertising are Google AdWords and Facebook.
On Facebook, the way it works is that you create an ad that looks just like a Facebook status update.
Then, you can pick a specific audience, for example, women in Austin, Texas, between the ages of 32 and 45, who like Jon Bon Jovi (yes, it’s that specific).
Last, you set a budget based on how much you’re willing to pay per click.
Your ad will then be served to your audience, in their Facebook news feed on a desktop computer or on their mobile phone.
You can also place ads in the sidebar.
When people click on your ad, they’ll be redirected to your page, which can be part of your Facebook fan page or any URL you define.
This way, you can get people to buy your product, read your content, or, as in this example, sign up for a free webinar:
What’s good about PPC is that it integrates seamlessly into the flow of its respective platform.
Ever since marketers first started advertising heavily, consumers tried to avoid it.
Because in 99% of all cases, it’s not relevant to them.
What college kid needs to see a billboard about adult diapers? None!
With PPC, marketers can be sneakier and we need to be.
The ads show up as part of the natural “just scrolling through my Facebook feed” process and are much less obvious.
In addition, thanks to the specific targeting, you can now make sure that your ads are actually seen by relevant potential customers.
A prime online resource is AdEspresso. They offer a software that layers on top of Facebook’s fairly complicated ad manager.
But, the blog is where they hide the good stuff. They have a Facebook ads for beginners guide, which is a great starting point.
Here are some other good articles and resources to help you start your first Facebook ad campaign:
- What I learned from spending $2 million on Facebook ads
- How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook
- Beginner’s Guide to Running Facebook Ads That Convert
You can’t spell affiliate marketing without Pat Flynn. Actually you can, but you shouldn’t learn it without him.
When Pat created Smart Passive Income, in 2008, he was just starting to get familiar with selling informational products online. His first product, Green Exam Academy, a course he created to help people pass the LEEDs exam for architects, sold well.
He wanted to learn more about the concept of passive income, where you earn money without actively working for it (after an insane amount of work upfront, of course).
Let’s just say he managed to learn quite a bit, given his most recent income report:
Affiliate marketing is his single biggest source of income.
But, what is affiliate marketing really?
Imagine that you know a great pizza place. You know the owner, Luigi and you go there all the time.
Naturally, you tell your friends about it.
When your friend Tim goes to the pizza place, he mentions your name and buys 4 pizzas for his friends.
The next time that you come back Luigi says: “Dude, your friend bought 4 pizzas because of you! That’s the biggest order I had all week! Thanks man, here’s $5 bucks for referring him!”
You’ve just made your first affiliate marketing sale.
Except, it doesn’t usually happen in real life like this, especially because a pizza place who’s biggest order in a week is 4 pizzas won’t be around for very long.
You know where it happens all the time? Online.
Amazon is a prime example (pun intended :)).
When you sign up for their affiliate program, you can generate a special link for every single product page that they have.
You can then put that link on your blog, for example, or send it to friends who you want to recommend that product to. If they click your link and buy the product, you’ll get a small commission from Amazon for referring that customer.
Over the last 7 years, Pat has built the best resource online about affiliate marketing. Some great starting points are:
- Getting Started with Smart Passive Income
- 3 Types of Affiliate Marketing Explained, And The One I Profit From
- 8 Principles for Effective Affiliate Marketing on a Blog
I want to introduce you to your new best friend, when it comes to learning email marketing.
Meet Bryan Harris, founder of Videofruit.
Do you know that feeling when you keep complaining all day long, until you see your best friend and she immediately tells you: Shut up. Stop complaining and do this instead!
In the past 2 years, he bootstrapped his blog from $0 to a six figure business. His latest course made a cool $220,750.
Originally providing freelance work for big brands like HubSpot and our very own KISSmetrics, he eventually started focusing on teaching more.
He says that the single greatest asset in his business is his email list.
In 2014, he grew his own list from 0 to over 10,000 subscribers and has by now more than doubled that.
(that’s a lot of emails)
Lots of articles online show you “how to write better emails” or “how to pitch anything.” But, in order to be able to send those emails, you first need the list of people to send them to.
That’s what email marketing is all about. Directly communicating with your audience and customers.
It trumps lots of social media platforms, when it comes to engagement and it’s a great way of selling products and services.
Think back to the last time you changed your phone number. Probably not that long ago, right?
Now, remember the last time that you changed your email. Um, never?
Changing your email is an absolute pain, so an email address is a very good thing to have as a contact.
Bryan is not the only one who escaped from the cubicle by building an email list, but he’s the best, when it comes to teaching you how to do so.
He has a full fledged course, called “Get 10,000 Subscribers”, but, for starters, check out these 3 posts:
- How to start an email list from scratch and get 205 subscribers in 48 hours
- Lead Magnets: 11 Ways to Get More Subscribers
- How to use a giveaway to get 2,239 email subscribers in 10 days
Online marketing is the real deal. Of course guys like Chandler are the exception, but thanks to the power of the internet, anyone and everyone can become financially independent.
No 9 to 5.
No fear of losing your job.
But, that’s all easier said than done. If you do anything right, it’s hard.
Online marketing is no different. To get ahead, you need to get started.
I hope this guide will help you do just that.
What’s your favorite type of online marketing? Are you building a business with it? Which type of marketing will you learn next? Let me know in the comments!
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If you’re interested in having your own website, or have any questions, feel free to contact me. I can be reached at (417) 812-6313 or at my website, www.thomasmckee.com. Thank you, Thomas P. McKee.