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Blog Basics

A blog is sometimes called web log or weblog. It is a type of online journal or diary, often including personal comments as well as web links and images. Many people keep a blog as a type of personal creative exercise, but you can easily use this popular online type of writing to market your business. Blogs are very popular right now and they can be a great and inexpensive way to contact more customers. The great thing about blogs is that people read them for fun. Customers may be becoming more jaded about advertising, but they will gladly read a blog that has some interesting things to say. Many top companies are using blogs to deliver a better and more personal message about their companies – and the strategy seems to be working.

Starting a Blog
Starting a blog is as simple as finding a space online to write – and the time to write. To begin a blog, first develop a theme idea or blog idea. You may want to look at other people’s blogs to do so. In general, you will want to develop a central theme for your blog in the same way that columnists develop a theme for their articles. This helps ensure that your blog is not too “scattered.” Next, find some place to publish your blog. There are a number of sites – both paying and free – that give bloggers a chance to publish their material. You may also want to simply set up your blog on your web site, especially if you already have an active web site.

Writing Your Blog
Once you have a place to publish your blog, you will have to set aside some time each week to develop new content. When writing your blog:

•Write simply and clearly. Use small paragraphs and spell check before
uploading. Your readers will trust what you have to say if you say it well.

•Go easy on the advertising. The idea of a blog is to give readers something fun and exciting to read and look at. You will have more readers if you comment on the world and are entertaining, rather than just hype your product. Consider
writing about your day, the atmosphere your workplace has, and culture, rather than just your company.

•Consider many types of content. Blogs allow you to upload images, create links, and allow users to make comments. Your blog will have many more readers if you make your blog exciting with these pluses.

Promoting Your Blog
Just putting your blog online is not enough. After all, there are many millions of blogs on the web right now, so unless your blog is on a high-traffic site, you may not get readers unless you advertise. You can easily advertise your blog without spending a cent by mentioning your blog in your emails and web pages or newsletters. You can also enter in online competitions – if your blog wins a prize you are more likely to get a constant flow of traffic to your blog. You can also ask ezines and other content providers to review your blog, which will also draw
readers.

Resource Box
You will want to search for a widely used blog host to publish your blog so that your readers can find you. Blogging.com is one of the largest blog publishers on the web, offering several packages and a whole blogging community.

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Marketing Study Outline—What you need to know

In order to be able to conduct a decent targeting and marketing campaign, you must first understand the fundamentals of finding out who they are. The only way to do this is to follow a specific guideline. Check out the guideline below.

1. Your Objective to the Research
• Explain in one paragraph why the research is being done, what you hope
to learn and for what purpose the information that you attain may be used

2. Description of the Market

This should be general, like one paragraph

Who is your Target Market(s)

• Why you chose this particular market
• Get a complete profile of your market (i.e., demographics, psychographics,
behaviors)
• What benefits does your market seek (i.e., what points-of-pain or problems
are being solved)
• What factors can affect their decision to purchase or use your product/service
• What attitudes do they have about the products/services that are currently not
on the market
• How is the product used
• Products and Services that appeal to the target market
• In general terms, what is currently so appealing to this market
• If there are no current providers, what types of products/services may appeal
to this market in the future (i.e., what is used now to solve the problem).

3. Market Metrics
Get many Size estimates (current and future) for all of the following:
• Overall market
• Current size as it stands
• Potential size for the future
• Actual penetration of current products/service within the entire market

Individual market segments
• Current size
• Potential size
• Actual penetration of current products/service within the total market
• Usage rates
• Frequency of product purchases
• Growth estimates (current and in the future) for:
   o Overall market
   o Individual market segments

Competitive Analysis

You must include a Summary of who your Current Competitors are

Listing the competition by market share ranking (by each target market if
possible) is a good way to size them up. You can also be more specific by
searching for individual points listed below.

Current Competitors - full analysis of top competitors including:

• Products & Services (i.e., description, uniqueness, pricing, etc.)
• Their Market share at current
• Current customers (targeted audience)
• Positioning and promotion strategies
• Partnerships/Alliances/Distributors
• Recent news

Looking for the best affiliate programs

The best way to try to explain this to you is to give you some of my personal experiences when looking for an affiliation program.

“When I first started searching for and implementing affiliations with various companies, it was one of the largest parts of time wasted during my day when it came to managing my website. I spent a disgusting amount of hours searching for suitable affiliate programs, implementing the links, and then keeping track of what they did”.

If you are hoping that marketing a website affiliation is going to get you rich quickly, forget about it. You will have to spend a lot of time in your project if you want to make it work for you. Then again, all money-making ventures do, just ask Donald Trump.

“Of course, the income that was generated from each program was actually pretty low at that time because at that time the number of visitors to my site was not high either. With this in mind, it was not particularly uncommon for companies to disappear on me without warning me about it and since most affiliate programs only pay out at around the $25 mark, I would lose a lot of revenue in the end. The other part of affiliation that I was not happy with was the idea of another company’s banner being plastered all over my site, if you place too many of them on any given page it only serves to confuse and irritate your visitors. Think about it. How do you like it when you visit a site? Any more than one animated element on a web page can be very distracting which leaves you with nothing gained at all, and many affiliate programs insist upon this type of bargain when signing on. By now, you must realize that I learned a lot just by trial and error.

Affiliate tracking can also be a problem. After you have successfully applied to become an affiliate for a company, they will usually supply you with some personalized code or link. It is very important that this code is implemented correctly into your page, because otherwise you may be sending the company visitors without being reimbursed. Most snippets of code contain a unique user id, which is used by the company to distinguish which site sent traffic. Even if you do implement this code in the right way, it has been my experience, on occasion, for it not to function correctly”.

Having heard of my experiences, you can see why I would not really recommend that you hunt around and sign up without much research and thought first when finding a good affiliate program. Your time is too valuable and could be betterspent creating content and updating your site. But there are some excellent individual companies offering affiliate programs out there.

What I have discovered to be very successful is to take advantage of companies like Offers Quest or Google for text link advertising. Text links are a great resource as they are bandwidth friendly, and, when they are implemented properly, add valuable content to your site that can also assist in search engine rankings.

When it comes to website affiliation, you will also need to know how to conduct a market study because this is how you will find your target audience. Without a targeted audience your marketing campaign will not be effective. Below I have begun to give you an outline of what you should include in your market study. It is best to write it down, especially if you are hoping to entice someone else into investing in your marketing venture. That, and it is a good way to keep track of your objective, and provides a good guideline of what needs to be done.

The Fundamentals of Website Affiliation

As you can imagine from the above section that spends a great deal of time focusing on the basics of internet marketing, you must realize that it was all just an informed lead into the affiliation, which is the whole reason that we are here. The first thing that you have to think about when getting into the affiliation game is how to go about it. In order to understand this, you will need to know exactly what it is and get basic knowledge about it.

Affiliate programs are an excellent way to generate income for your site or someone else’s, and it is a pretty good introduction into ecommerce. However, it's a numbers game. Basically, the more people who visit your site, the greater your chances become for creating a good income, especially if the programs you participate in are related to your site topic. Chances are you have probably come across many commercial sites that claim to offer the best affiliate program. What you will often learn is that this is simply not true.

So what exactly is an affiliate program, you might ask? An affiliate program is where a company offers to pay you a certain amount of money for either a click through from your site, or a fixed amount for a lead (where the visitor signs up for a newsletter, etc.) or a percentage of a purchase made by a visitor as a result of a click through. Even if the visitor does not make a purchase on the advertiser’s site right away, most programs will offer “cookie duration” of usually around 30-90 days.

What this really means is that as long as the visitor has the cookie in their cache, even if they return to the advertisers site one month later, you will still receive the commission from the sale. However, as in all things that are business related, cookie duration is not a guarantee when you sign up for an affiliation program and is something that you need to check for before signing on.

Search Engine Basics

Search engines are computer programs that are used to explore the internet in search of web pages. They do this by using "spiders," "crawlers," or "robots" which are used to search for the most up to date information on any given search request. This may seem like an odd place to introduce you to the search engines, but I can assure you that this section is well placed. Giving you the basics here will help you to understand what I am saying in the later sections. Anyways….back to the basics and explanation of search engine spiders.

These spiders (like those that are used by Google) are able to follow the links present on web pages that are located by specific keywords. When spiders are searching for a new webpage, they copy all or parts of the text present on the page into their search engine database. Other spiders revisit these pages on a regular basis so that they can register changes or dead links. The wait time varies greatly from search engine to search engine. It is for this reason that your website should stay current.

The search engine will have hundreds of millions of web pages in its database. In order to deliver relevant results, the search engine companies have developed special ranking algorithms that calculate the order of search requirement results. The keyword or keyword phrase the visitor enters into the search form of the search engine will determine which web sites get picked up by the query. The pages the search engine finds most relevant will be listed first. This will determine where you will be listed upon search requests.

For instance, if you are searching for "Beethoven," and the search engine finds a main headline on that page containing the phrase "Ludwig von Beethoven," it will assume that this page is fairly relevant to your needs. If, on the other hand, it finds the phrase only once, and it is buried in a long text, it will ignore it because it will assume that this is not important. That is why so many websites use special keywords more than once in a particular article or webpage, because that is how the spiders pick them up and place them higher in the results of a search.

What does this mean to you as a businessperson? Well…this means that in order for you to even consider affiliation, you must first have a website. If you want your website to get attention you have to appeal to search engines, first. Many potential affiliates will not want to associate with just anyone’s site. They prefer a site that gets traffic. Knowing about search engines and how to appeal to them will get you this traffic. I will offer more on traffic in another section, later. Right now, I would like to get you started with website affiliation, because that is what this book is about and I have already given the basics about marketing in general.

About Online Marketing

Your first interest in any type of marketing campaign is to start developing a marketing strategy that is going to be focused on how you will determine who your target market is. This is exactly who you think will be your consumers. For starters, you need to know how to break down your consumers.

Target market is the group of potential customers that will be selected for the reception of your marketing strategy. It certainly makes it easier to develop your strategy if you know exactly who, how old, and where people live when trying to sell things to them. If you are looking to segment the market, you need to determine the different target markets for each segment. For example, if you are selling tires, (which everyone needs) you will need to divide your market by knowing how people shop for tires, and who they are.

If you are selling high cost/quality tires, you have to market to a group that is likely to buy them such as middle aged and established consumers as opposed to teens and twenty-something’s who may not be able to afford them.

There are different means that are used by professional marketers that help you
to find your target audience. You can use both of them that are within your
means. Some of these methods include:

1. Researching the market through surveys, interviews, and setting up shop in a mall to see who questions you the most etc. to see who would benefit the most from your product and be most likely to buy.

2. Host experimental sessions for people to try out your product and give their opinions for improvements etc. so that you can ensure that you are giving the people what they want or need.

3. Host trial websites that are geared toward finding the market by letting the market come to you. You can best do this by utilizing keyword centered articles that will let you know who is coming to your website.

It really doesn’t matter if you stand on your front porch and just ask people what they want in a product or service like yours or not, as long as you get a good handle on who your market audience is. If you are selling T-shirts, you will likely want to appeal to younger people who are more likely to wear them; which means that you should market your wares to those people. To do this, you will have to begin your strategy where you know you will find them….on the internet.

When you are using the internet to market any product or service, you must understand the basics of what internet marketing is. When you are marketing on the internet, you are looking to reach a larger audience and, therefore, you need something that will catch their attention and bring them to you. In order to do this you will have to bring these people to your website.

Once you have your website built, you have to work on getting people to visit not just once, but over and over again. You can start this by using your website to do more than just sell stuff. You should always try to host a website that is also informational. It is generally the websites that offer up to date information as well as sell wares that succeed.

It is through the information that you establish yourself as a trustworthy authority to your consumers. Doing this establishes trust with your consumers and brings them back again all of the time. Nobody wants to visit a website that is profiling outdated information in a month. It is the up to date websites that get and keep clients. These are also the website that the search engines find relevant during a query.

A nice tip for keeping your information up to date, especially if you are selling a product or service that is rarely updated, is to keep a weather program or stock ticker program running on your website because the search engine spiders and robots will view this as new content and still return to your site on a regular basis.

If you are running a website that can sell things directly or order services and make payments there etc. you will want to generate as much sales as possible. What this means is that you need to make search engines come to your site for a particular product or service before others. It is because of this need that search engines have to become your best friend.