Internet Predictions For 2007

Really? Yeah, why not?

So here we go... 4 quick ones.

Happy New Year 2007:

1. Google Wins… Beats Microsoft

Google will acquire more online properties and offer more new services related to offline advertising in 2007. Radio, TV, newspaper and magazines are next on Google's radar.

AND with the further expansion of it’s ‘virtual office’ including online spreadsheets, documents, email, and calendars, in 2007, it will create a new way of storing, collecting and accessing data online. This newly dubbed “Google Office” will start the decline of the Microsoft Office Suite.

Don’t think it will happen?

Same usability and Google is free… and without the constant MS bugs and updates. Just wait… Google is the shit. And they know it. Remember, build a community…, right?

2. The public finally uses RSS. This time we mean it.

The Daily Reckoning started it’s first RSS feed in 2002 but no one used it. Today, the DR feed is logging some of its highest site views each day.

RSS overall is getting a boast from all the blogs and the online social networking. It’s no longer a foreign idea to Ma & Pa surfer.

Plus RSS is integrated into Microsoft's new 2007 release of its Vista Operating System, and also fully integrated into the new beta Yahoo Mail, and the new beta Google Base. (And if Google Base, a place where you can submit all types of online and offline content, making it searchable on Google, does not take off in 2007 - I’ll eat my new Orange Golden State Warriors hat that I just got for Christmas.) RSS is here and without question it becomes the norm in 2007.

3. Social Networks no longer a buzzword, now a reality.

The old dogs learn new tricks in 2007. The old-media sites will integrate online communities into their web strategies, i.e., Social bookmarking, Social downloading, Social networks, etc. The mainstream will do their best to recreate Digg.com, MySpace.com, and del.icio.us.com.

Will this kill those existing sites?

No. But expect those sites to lose some of their muster. The young surfers will find something new… damn kids are always ahead of the bell curve.

Business networks will explode… a site like LinkedIn.com will hit it’s peak in 2007 and be the next big acquisition. I think Microsoft buys it after Google tries and fails.

4. For you Web geeks – 2007 is all about AJAX.

Not Ajax the Great, the Greek hero most of us read from Homer's Iliad but the AJAX (Asynchronous Javascript and XML) development technique that is already working it’s way around the web. It’s the mainstream for Web development in 2007.

I'll stop at four... no one cares about predictions anyway, eh? I'll be back Jan. 2nd... enjoy the New Year celebration.

Cheers,

AP

Swaps & Opt-Ins On “Like Sites”

I often mention that you have no "competition"... just potential business partners. (This must be your mind set) These industry related companies have clients... buyers... and you need those names for your business.

How do you get access?

Show your "competitor" that they have a valuable resource and so do you. It's in both your interests to work together. Both will profit and grow.

You see, subscribers wants access to good offers... if you only give them a limited board of fare they will stop reading, stop clicking, and leave. But if you give them value, constantly changing, up to date value... be it additional offers, editorial, reports, etc., they keep reading, keep clicking, and remain a solid asset. Heck they will even invite their friends to join your community.

Don't be afraid... you may lose some subs but you may have lost them anyway, right?

AND you gain more in additional sales and the goodwill of the increased value.

Where do you find these partners?

I start with Alexa.com & Google. Research the niche, research the "competition" and you'll find numerous threads to follow. You can also hire so-called Competitive Intelligence companies that will research individual sites and give you a great breakdown for the source of their readers, buyers, or and/or leads.

When you contact these companies I'd suggest swapping editorial first. Introduce your editor and your voice to the new audience. Prep the file, as it were.

Editorial swaps are successful because publishers are always looking for articles to run on their websites, and eletters. Whether you re publish one of your articles or write something new for the target audience, make sure you include the URL to your sign-up page at the end. Remember the concept is to swap value. List space for list space.

From exchanging editorial... move to swapping "opt in" copy for your free eletters, i.e., a free offer, recommending each others e-letter to your respective subscriber bases. That should get you a real good amount of new subscribers.

Last but not least, now that the relationship is established with the publisher and their audience... swap paid offers.

Warning: If you have less than 1,000 subscribers on your list, ad swapping won't appeal to most publishers. But you could provide articles, content, research, or some other needed service in exchange for promoting your publication and sign-up page to their audience. Sell it to them - it's worth begging. Really...

Why not just pay for the space?

Some sites prefer that, but other don't allow it. They may still see you as the dreaded competition. It's a shame but they don't see the big picture. Or perhaps they are just dumb. It's a case by case determination. But keep in mind... just selling without a "prep" of the file doesn't work as well as using editorial to build credibility. So I prefer to start with swaps. No out of pocket cost either!

So try a reciprocal swap... it's a great tool with "like-minded" sites.

Use Your Website To Acquire Email Addresses

Hmmm, do you think this could this be more obvious...

But are you doing it? More importantly...

Are you doing it well?
Have you tested your copy?
Your Format?
Testimonials?
Is it easy to find?
Easy to sign up?

TEST IT! And keep testing it.

Don’t over look your site for name collection... if you take it for granted you'll miss out on the highest producing dollar per "free" name available.

So make the sign up easy and accessible.

AND last, but not least... if you make sure every landing page leads to a sign up… then your doing just fine in my book.

;-)

Start With Your House Names

Well, Christmas is over... my son loved his Barbaro model horse and his new wheelbarrow. Really. No hip computer games or trendy BS. We're not the typical family, but hey, I'm a lawyer turned marketer. So not much should be a surprise.

So back to list building...

The best place to start your list is with your existing customers. These "paid names" or buyers are going to be your best names. The highest dollar per name.

So if you already have customers… get ALL the e-mail addresses from current customers. ALWAYS ask them for their email address. Be it via the mail, email, web site, post cards, and telephone customer service. By converting just 5%-10% of your DM list to email, you could see a 25% increase in revenue.

So it's worth the effort to review every contact with your customer base to ensure that you are asking for their email address at every opportunity.

Once you've triple checked that you are doing the best to acquire these addresses at each contact point, take the next step and hire an email append service that will research your DM or print names and find a corresponding email address for the subscriber.

Just a few sales will pay for this process. AND since they are your clients, sending them an email is not Spam. It's gray I admit, but with proper multiple unsubscribe opportunities on every mailing, this should not cause a problem.

A New Day...

Tomorrow came and went. The Holidays are here, so I'm off to spend time with my family. I'm thankful to have them in my life. Marketing can wait - family comes first.

I'll see you all on the 26th. Happy Christmas.

AP

Before you begin your campaign...

Know your audience.

Who are they? What are their interests? What other sites are they visiting?

The best producing emails are going to be those in your niche. They are the readers you should be most familiar with, who share common likes, needs and wants. As such, you have the best opportunity of having these names join your community.

The question is where do you find them?

Start by researching your niche. I look at competitors and what online advertising they are doing.

Follow their lead... if they are successful online the odds are the source of their leads is where you want to be. (at least in the beginning) I start with Alexa.com & Google. Research the niche, research the competition and you'll find numerous threads to follow.

You can also hire "Competitive Intelligence" companies that will research individual sites and give you a great breakdown for the source of their readers, buyers, or and/or leads.

We could talk about this for weeks, and we will later on... but let's down to bass tacks. You want "opt in " names? Here are 12 tips to building your list... starting tomorrow

Why is email marketing so popular?

People are always asking me this question... you'd think by now folks would get it. But they don't. Simply put - email works. I mean really well.

Why is Spam all over the place?

(Besides the fact that CANSPAM legalized it – don’t get me started!)

It works... spammers wouldn’t spend all that money changing servers and sending from overseas IP addresses if it lost money. Would they? No way – more Spam is coming because spammers are getting rich. But if spammers only knew how profitable “opt in” email could really be. Hmmm... maybe things would change…

Ah well… let’s keep that secret to us. I know it works... and you soon will know too!

Also keep in mind that sending email is much cheaper than most other forms of communication. Cheaper than mail, phone, fax, text message, etc. Plus compared to just having a web site, email lets you deliver your message to the people. (A website is pull marketing, where the people have to come to your message, email is push.) You send the message to them... a targeted marketing message delivered on your terms.

Advantage Email.

I've been involved in email marketing for 8 years now and no other direct response nor web-based marketing is more profitable. I’ve helped bring in hundreds of millions of dollars in the information publishing industry.

It's doesn't happen overnight... and it can seem overwhelming for just one person... but with a little help, some outsourcing and the right amount of technology... you too can bring in millions with email.

Play To Your Strengths

I'm not a writer... I'm a marketer. So let's talk marketing and my strength - list building.

If you're interested in making money on the Internet, there's one simple skill you absolutely, positively must excell in... acquiring "opt in" email addresses.

Why do I need a list?

When your business builds a list, you immediately have an incredibly valuable asset. It's a database of potential customers you can market to, as often as you like, for almost zero cost. Don’t under estimate the power, advantage, and opportunity this gives you. Having an in-house e-mail list gives you access to an ongoing conversation with people who like and trust you.

They have asked you (opted in to your eletter) to send them specific information that will enhance their life or business in some way. AND when someone asks you to send them information on a regular basis, they’re much more receptive to your advertising and/or promotions.

So get an email address and you’ll make money, right?

That’s half the battle. The other half is building a relationship. Like you have heard me say many times... you don’t build a business or a list – you must build a community.

As those on your list get to know you and the value of the information you provide them, they will start to trust you. You're goal is to create an eletter of value that readers will look forward to reading on a regular basis... and when it's time to buy a suggested product or service, chances are they will purchase from you instead of from someone else.

Make the content and the advertising as good as you can and odds are both will be read. Logic tells us... If no one reads the eletter can you really expect them to read the adverts?

Have you heard the phrase "the money is in the list”?

That’s true… but the money isn't so much "in the list" as it is in having a solid strategy for generating email addresses that are interested in your products and services, and having the opportunity to market your products and services directly TO that list.

At then end of the day, what really counts is (a) how many people are on your list and (b) what is the Relationship/Trust/Credibility that you have with your readers.

So get people to sign up to your e-letter. Keep them enthralled with value. In return they will trust you, and they will buy from you... over, and over, and over…