Web based Marketing for Information Products

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1 Web based Marketing for Information Products Adele Berenstein Aug 14, 2009 Copyright 2009 by Adele Berenstein 1

2 Who Am I Experienced Customer Satisfaction Executive with over 40 years experience in sales, marketing, services and training with IBM. Candidate at Right Management, like you. Exploring alternative opportunities that match my passion. Trying to set up a model to earn money and keep me engaged that can move with me into various stages of retirement. Copyright 2009 by Adele Berenstein 2

3 Topics Web Based Marketing What is an Information Product Benefits of Web Based Marketing Ways to Make Money Getting started Growth / Hypergrowth What I have Learned What to do next Copyright 2009 by Adele Berenstein 3

4 Why Web Based Marketing? Our world is changing. Print / TV advertising vs Web based Advertising. Mass Marketing vscustomized niche marketing. New Web based skills valued. In Short Supply. Skill pool is now Worldwide. How / Where we work changing. Lack of skill on new marketing techniques and web tools destroys our value. BUT New opportunities are now available. Copyright 2009 by Adele Berenstein 4

5 What Is Web Based Marketing? $11 Billion Business and growing. Using Internet and internet tools to sell products and services, worldwide. Examples: Amazon.com E-bay Expedia Audible.com - download audio books Free Ads - Craig s List, Kijiji Dating - E-Harmony New way to earn a living open to small businesses / individuals with low entry costs. Copyright 2009 by Adele Berenstein 5

6 What is an Information Based Product? E-book Audio Course or Speech Video Course or Speech Webinars (Audio / Video) CD/ DVD of Audio / Video content Newsletters Interviews (Audio / Video) Podcasts E-zine Articles Subscription Service for newsletters / coaching Blog Posts Copyright 2009 by Adele Berenstein 6

7 One Info Product = Many Articles Video Posting Sites Blog Posts Video version Screen Capture Audio version Podcasts Podcasts Social Media Content Reports / Sign up incentive Presentation Video Sign up incentive Video posting sites Part of a Sales Letter Part of an campaign Part of an Ecourse Transcribe Giveaways Newsletter Podcasts Part of an Ecourse ebook Copyright 2009 by Adele Berenstein 7

8 Benefits of Web Based Marketing - Self Employment Call your own shots in Life. Be your own Boss. Control of your Life. Create information assets you own. Passive / Active Income. Ultimate work from home / anywhere. Little $ investment. Test things out for little or no money. Get feedback within hours. Start small then grow. Level playing field Diversity. Copyright 2009 by Adele Berenstein 8

9 Benefits of Web Based Marketing Established Businesses New ways to find and market to new customers. Develop a relationship without face to face interaction. Extend reach beyond geographic boundaries. New ways to satisfy existing customers. Open for business 24 / 7. Product Information. Order entry / electronic delivery. Self Service / Self Help. Feedback on what is important to customers. Feedback on product enhancements. Feedback on new uses of your products and services. Feedback when customers are not satisfied. Feedback on competitors. Early identification of trends and new market opportunities. Copyright 2009 by Adele Berenstein 9

10 Ways to Make Money Sales Expert Sell someone else s product. Known as Joint Venture or Affiliate Marketing. With No Web pages. No Domain Name. Find someone with a product to sell. Close to / In your Niche. Drive Traffic to Vendor s Site. Google Adwords / Pay Per Click Tool and a 3 line ad. Get Paid a Commission if customer buys. Copyright 2009 by Adele Berenstein 10

11 Ways to Make Money - Content Content Creator. Write a book e-book and sell it. Write articles, ezines, Reports. Give a speech / seminar / training. Audio / video tape it and make it available as an info product. Interview an Industry Expert. Offer coaching / consulting on your content. Offer on going service, eg regular newsletters / regular coaching, seminars, training. Publish Commentary on other Experts (eg Top 3 sites). Copyright 2009 by Adele Berenstein 11

12 Mega Product/ Content Areas What information products sell well Money / Finance Make more money Portfolio allocation / when to buy and sell investments Get out of debt Health and Wellness Weight Loss Tips House Train your dog Dating / Relationships Techniques to Attract / Win back Romantic Partners Divorce / Parenting Guidance High Emotional Content, pain or urgency or irrational passion Delivers customer from their pain Delivers what the customer is after. Copyright 2009 by Adele Berenstein 12

13 Researching Niches Copyright 2009 by Adele Berenstein 13

14 Ways to Make Money - Services Set up Websites for entrepreneurs Design / Manage. Interview someone about his / her niche. Audio / Video tape it. Editing of Audio / Video. Web Audio Delivery Package. Set up Play Back Phone Lines. Conference Call / Webinar Services. Produce a Transcript of Audio recorded from Webinars. Create Banners/Advertising / Sales Letter. Work for an entrepreneur as an expert in affiliate marketing / pay per click or Search Engine Optimization. Create Blog posts about a company or its products. Coach someone getting started in your area. Train people to get into Web Based Businesses. Building Lists to sell. Provide expertise on the Tools people use on Websites eg domain names, blogs, social media sites, autoresponders, YouTube packages. Copyright 2009 by Adele Berenstein 14

15 Search Engine Ranking

16 Search Engine Optimization Impact

17 Getting Started Sales Expert Invest in some Education. Pick a Niche. Research viability. Does anyone search for this information today? How Much, Is it Saturated? Competitive? Does anyone sell information in this niche already? Could you sell their product to learn some of the techniques before creating your own product? Tools. Clickbank Google Adwords / Pay Per Click Tool and a 3 line ad. Copyright 2009 by Adele Berenstein 17

18 Clickbank.com Copyright 2009 by Adele Berenstein

19 Google Adwords / Pay Per Click Copyright 2009 by Adele Berenstein

20 Sponsored Links

21 Getting Started - Sell Your Content Pick a Niche where you have expertise. Create a Domain name and get Web hosting. Create content eg ebook, Audio or Video and package up (eg PDF). Create a Sales Letter. Strong Headline. Your story. Benefits. Good Offer. Address customer s Risk concern. Post on Website. Get a Paypal Account so you can get paid. Drive Traffic to your Sales Letter. Social Media Facebook, Twitter, Youtube. Pay Per Click Advertising through Google Adwords. Test if you have something people will buy. Adjust. Copyright 2009 by Adele Berenstein 21

22 Paypal Copyright 2009 by Adele Berenstein

23 Getting Started Sell Your Skills Pick a service or tool in which to be an expert. Develop your skills. Education courses. Self Study. Market and Sell your skill. Elance. ehow. Networking. Social Networking sites. Craig s List / Kijiji. Create PayPal Account to get paid. Copyright 2009 by Adele Berenstein 23

24 Elance.com Copyright 2009 by Adele Berenstein

25 ehow.com How To Do Just About Everything Copyright 2009 by Adele Berenstein 25

26 Write Articles Copyright 2009 by Adele Berenstein 26

27 Phase 2 - Growth Drive More Traffic. Blogs. Social Media sites Discussion Groups. Free content offers to develop relationships with prospects. Start an Affiliate program to sell your content. More sophisticated marketing approaches, eg banners ads. Gather Contacts. Gather what your prospects are most interested in hearing about. Free 15 minute consultation. Gather questions on your website. Add new content to match customer needs. Run webinars. Sell other people s products through paid ads on your site. Copyright 2009 by Adele Berenstein 27

28 How to Find Partners - 1 Copyright 2009 by Adele Berenstein 28

29 How to Find Partners - 2 Copyright 2009 by Adele Berenstein 29

30 How to find Partners - 3 Copyright 2009 by Adele Berenstein 30

31 How to find Partners 4 Copyright 2009 by Adele Berenstein 31

32 Phase 3 - Hyper growth Offer Fee based subscription offerings (consulting, coaching, newsletters, webinars, etc). Build more Free material - develop relationships with customers. Continue to Drive More Traffic. RSS Feeds. Social Bookmarking Sites (Digg). Joint Ventures with others in closely related businesses. Capture addresses from people interested in Free material. Improve Conversion. Improve the number of visitors who become buyers. Improve Sales Letters / Proof / Money back Guarantees. Set up Autoresponders to send sequences of s to prospects with additional valuable information.- keep selling. Outsource many administration related tasks. Administration / send out / refunds. Upsell existing customers with your products / affiliate products. Copyright 2009 by Adele Berenstein 32

33 What I have learned The web is changing everything about business and reaching customers. Marketing tools and techniques are different from the old models. MANY MANY tools to learn. Changing constantly. Skills training is hard to come by. Traditional education institutions have not kept up so Web based businesses have emerged to fill the gap. Get rich schemes abound. Web experts are filling the gap - Specialization. This area is booming and fun to be associated with. Everyone will need these skill.s This isn t easy money. It is hard work, especially at the beginning. Copyright 2009 by Adele Berenstein 33

34 What to do next Investigate sites of interest to you Educate yourself. Web based Education offerings by known experts With short windows to buy. Often include coaching or live classes. Books. Post Secondary School selected classes. If you want this Presentation and update s from me, leave me your address. Copyright 2009 by Adele Berenstein 34

35 Thank You Adele Berenstein Copyright 2009 by Adele Berenstein 35

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