Success Secrets of the Online Marketing Superstars - Book Summary

Unlock the secrets of a supercharged online presence

Imagine if you were an aspiring filmmaker and the world's top-notch directors, scriptwriters, and cinematographers came together to impart their secrets of success to you. Sounds too good to be true, right?

This narrative serves a similar purpose but in the realm of online marketing. Its insights will equip you with the knowledge and tools to launch an impactful promotional campaign for your product, your literary work, or even your next big movie. You'll be able to tap into the minds of the crème de la crème of their respective fields, who will guide you, step by step, whether it's video marketing, harnessing the power of social media, or cultivating a thriving blog.

In this narrative, you'll discover

how to turn on the cash flow faucet,

how to outshine personalities like Kim Kardashian in the digital world, and

why size is of critical importance when it comes to garnering clicks – and it might not be in the way you're thinking.

Become the reigning champion of marketing with personal media brands

Have you ever fancied the idea of controlling the weather, orchestrating the rain at your whim? Sounds preposterous, doesn't it? Now, switch rain with media, and we're onto something feasible and rather potent.

It's high time to swap your marketer's hat for that of a media rainmaker — a person who brings in the clients by replacing conventional marketing techniques with fresh, cutting-edge strategies. It's crucial to discern the difference between marketing and media: while the former often repels us because it feels like someone is forcing their product upon us, media invites us in, piques our curiosity, and lets us discover the business voluntarily. But how do you get your potential customers to gravitate towards your business willingly?

The answer lies in building a personal media brand, which can give you an advantage over your competitors. Consider the case of Kim Kardashian — many might have forgotten what initially made her famous, but what's undeniable is her brilliant utilization of media to establish a personal empire.

But what if you're not a celebrity? Fear not, you can still craft a successful personal media brand. The trick is to make your audience see you as a trusted expert on a particular topic, someone they would instinctively turn to for high-quality information and content.

Take the example of the Digital Photography School, a widely recognized online educational platform, offering a plethora of top-notch information for aspiring photographers — free of charge. Does it sound like an unprofitable model for founder Darren Rowse, giving all his advice away? Quite the opposite. It's precisely because of his excellent content that his readers are prepared to buy his e-books, which is his main source of income.

Between the Digital Photography School and his other widely known site, ProBlogger Blog Tips, Darren Rowse has cemented his position as a trusted advisor online — a stellar illustration of a successful personal media brand.

Embrace social media as your most potent ally

Here's a claim you must have heard countless times: Social media rules the roost. And guess what? It's undeniably true. With a vast majority, nearly 73 percent of all internet users active on social media platforms like Facebook, Twitter, Instagram, or Pinterest, it's a playground teeming with potential customers. But how can you extend your reach to them?

The secret weapon is a robust social media strategy — a well-thought-out plan specifying why and how you'll leverage social media to fulfill your business goals. While it might sound elementary, it's a critical step. Pouring content onto the internet without a solid social media strategy is akin to embarking on a car trip with no specified destination — you'll end up going nowhere.

So now that we've established the importance of a social media strategy, how do we go about crafting one? The process isn't too complicated. It revolves around choosing the right platforms, transforming them into a launchpad, and formulating a plan for content creation and promotion.

While selecting your social media platform, pay close attention to the demographic makeup of your target audience. For example, if your ideal customer is a woman aged between 30 and 45, she's most likely scouring for inspiration on Pinterest and Facebook. However, if you're looking to attract a younger millennial crowd, then Instagram and Tumblr would be your go-to platforms.

Remember, each of your chosen platforms should serve a unique purpose, yet they must be cohesive and collectively aligned towards the goals outlined in your social media strategy. Keep this in mind as you map out your content generation plan, determining the type and frequency of your content.

Parallelly, you'll need to develop a content promotion plan, addressing how you can maximize your content's reach. Would you prefer paid ads directing to your content, or would you rather explore alternative methods of getting your content shared? Whichever path you choose, make sure it guides your customers and readers to find you. More on this soon!

Microcontent is the bait that reels in your readers

In today's world, the internet is a vast sea brimming with companies all vying for the same customer attention. As a blogger trying to make a splash, how can you stand out? The secret weapon is short-form microcontent.

Microcontent, in its various guises — photos, memes, GIFs, or text images with overlaying brief text like titles or quotes — can be deployed effectively on social media platforms. These nuggets of content can pique the interest of your audience and motivate them to delve deeper into your long-form content. A simple practice could be posting an image on Facebook with a hyperlink to your blog.

The potency of images in attracting traffic to your site is well-documented. Studies show that articles featuring images garner up to 94 percent more views compared to those without. The driving factor? These articles are perceived as engaging enough to be shared with friends and followers.

However, remember that you cannot haphazardly share images across platforms. Recall our previous discussion about knowing your audience and reaching them at the right places. Google+, Facebook Business Page, Pinterest, Instagram, and Twitter are standard platforms for dispersing short-form microcontent. Yet, your specific audience may frequent niche forums or smaller social networks. Take the time to understand which platforms your audience prefers, what they're seeking, and tailor your microcontent accordingly.

Unlock the power of video marketing to create viral sensations

Here's a fact that might blow your mind: YouTube isn't merely a platform for sharing funny cat videos, it's the second-most popular search engine! Leveraging video content boosts your likelihood of landing on the first page of a Google search by a whopping 53 times. In fact, projections state that video content will constitute 90 percent of web traffic by 2017. The message is clear: Video holds the key to your company’s future growth.

However, not just any video will hit the bullseye. Before you begin brainstorming your potential viral videos, you need a solid video marketing strategy in place. This plan outlines your objectives, identifies your target viewers, and lays out a path to get your videos in front of them. Armed with a well-structured strategy, you won't need fancy cameras or dazzling lighting effects.

Consider the example of Tania, a wellness coach. Tania sells workshops online, and she realizes that her audience values high-quality content more than a slick video production. Using her computer, she creates simple videos for YouTube and her blog, effectively increasing her visibility and building a loyal following.

Once you've laid the foundation with a robust video marketing strategy, how do you navigate the video creation process? It boils down to applying the four Ps of video marketing: Purpose, Premise, Platform, and Promotion.

Purpose refers to your specific goals. Whether it's to amplify your product visibility or direct traffic towards your long-form content, ensure you have a clearly defined purpose.

Next, outline your premise. What's your strategy to engage your viewers? What reactions are you aiming to elicit with your videos, and what methods can you use to prompt those responses?

Also crucial to define is your platform. This concerns the feel and style of your video — it could be relaxed, polished, edgy, with an on-camera or voiceover format.

Lastly, give careful thought to where and how you'll promote your videos.

A well-crafted video marketing strategy equips you to produce compelling videos that captivate the right audience, create lasting impressions, and boost your business's reach.

Master the art of creating an irresistible blog

So, you're set on crafting a blog that not only draws an audience but has them eagerly awaiting your latest posts. To build a robust follower base and continually grow your blog, you need to follow a few key pointers.

Kickstart your journey with thorough research. The internet is already brimming with blogs — to make yours shine brighter, you'll need to find your unique selling point. Remember the adage: keep your friends close, but your competitors closer. Understand your rivals' content — what do they write about, how well do they do it, and crucially, what are they overlooking? By offering what your competitors aren't, you carve a niche for your blog.

Then, focus on laying solid groundwork for your blog. This encompasses a sturdy platform and a clear-cut content strategy. Opt for a reliable and secure platform like WordPress — its large user community is a bonus. Your content strategy, the backbone of your blog, should answer essential questions like what you're producing, when, and for whom.

Lastly, never underestimate the value of your network. Forming strong connections with influential individuals can give your blog a significant boost, driving more valuable followers your way. If you're starting from scratch, worry not! Begin building your professional network by seeking out those who could benefit from your skills. If they value your expertise, they're likely to reciprocate with their assistance.

A brilliant way to foster relationships with industry leaders is by featuring them in an interview on your blog. Most influencers relish the chance to share their insights and experiences, providing you with an excellent opportunity to connect with them.

In Summary

The core insight from this book:

Strategic, well-planned online marketing is within anyone's reach. The right use of microcontent and video marketing can become potent weapons in your arsenal, helping you establish a solid community of followers who view you and your business as a trusted and valuable resource.