Inbound Marketing A through Z: Beginning a Marketing Consultancy – Part III

Once you have come to know your prospective client and have agreed to go forward, making sure you will be able to work together for some time to come, it is time to get down to business!

Up until now the discussion has been about strategies and branding, unique selling propositions (unique selling point – USP) and video marketing, the power of the new media to build relationships and how inbound marketing is the best thing since sliced bread. You have no doubt discussed how, with the proper mix of inbound and outbound marketing strategies to include blogging and the use of social media, you will be able to enhance your new client’s Internet image, getting them to page one of the various search engine results pages (SERPs) for the keywords that will reach their target audience.

If you are really sharp, you have also discussed how you will, at the same time, use traditional marketing, now referred to as old media, outbound marketing strategies, to gain additional traction.

Please note: It is crucial to use what works.

Marketing is not an either-or proposition, as in inbound marketing or outbound advertising, it is about converting leads, prospects, and prospective patients into life-long customers, clients, and patients. The proper marketing strategy will yield an ongoing relationship that profits both sides of the equation for years to come.

When viewed as a comprehensive strategy, there is one goal:

To increase traffic to the website and through the door, literally or figuratively, converting traffic into leads, appointments, and sales; thus building a relationship before, during, and after the initial sale and, as stated, gaining a client for life.

How?

Well, whether you are reading this as a marketing consultant beginning to build your own inbound marketing consultancy or as a prospective marketing client, attempting to get an idea of what is in store for you if you take the next step and initiate a formal, inbound marketing consultation and competitive analysis, the process is fairly straightforward.

If you have been through the inbound marketing consultation, whether as the consultant or as a prospective client, you will know many things about your niche and your target market.

The information you need can be derived from the following resources:

• First, “Google” you’re your client’s business name and personal information, if relevant.
• Alexa Rank
  • Traffic Stats: Daily Traffic Rank Trend (up or down over 30 and 90 days)
  • Reach (percent of global Internet users who visit your site if your client has one)
  • Pageviews (percent of global pageviews)
  • Pageviews/User (daily pageviews per user)
  • Bounce % (the percentage of visits that consist of a single pageview)
  • Time in Site (daily time of site)
  • Search % (the percentage of visits that come from a search engine)
  • Search Analytics
    • Search Traffic
    • Top Queries from Search Traffic
    • Search Traffic on the Rise and Decline (based on keywords)
    • High Impact Search Queries (popular queries relevant to the client’s site)
  • Audience
    • Audience Demographics
    • Visitors by Country
  • And much more
• Quantcast
  • Daily, Weekly, Monthly Traffic
    • Per Person
    • Visits
    • Pageviews
    • Pageviews per Person
    • Visits per Person
    • Global Traffic Frequency
  • Geographic Data
    • Countries
    • States
  • Demographics
  • Business
    • Small
    • Medium
    • Large
    • Business Activity
• Google
  • Keywords (Free Adwords – External Keyword Tool)
    • Wonder Wheel
    • Current Trends
    • Video for Keywords
    • And much more!
  • Analytics
  • Page Rank
  • Ultimate SEO Tool
  • Google Rankings
• Market Samurai – In my opinion the best overall keyword tool available
  • Keyword Research
  • SEO Competition Research
    • Extremely useful analysis of page one competition, analyzing a myriad of factors
  • Page Rank Research
• SpyFu – In my opinion the best competitive analysis tool on the Internet
  • In Depth Keyword Research
  • In Depth Competitive Keyword Research
  • In Depth Competitive Comparison and Analysis
    • Includes competitors’ advertising trends, budgets, keywords purchased, and ads run over the past 12 months
      • Incredibly valuable tool
• KeywordSpy – Competitive research is on par with SpyFu and should be used together with SpyFu when possible
  • Excellent resource for tracking variables over time
  • Easy to use Mozilla plug-in
  • Amazingly powerful window into just what the competition is doing!
• Google, Yahoo, and Bing
  • Check for number of pages each of the Big 3 acknowledges
  • Check for number of links

If you have used most or all of the above, you are ready to create an inbound marketing strategy what will work. If you haven’t…what are you waiting for?

If I had to pick 3 tools and was contrained by budgetary concerns, the 3 I would choose are:

• Google (Beginning with this link)
• Market Samurai
• SpyFu

In that order!

If budget is not a concern, and it shouldn’t be by the time you begin servicing clients, all of the above mentioned resources are vital. Significantly, most are free.

Research completed, the first step is to create a social media profile. The social media profile should be comprehensive and across an array of niches but focusing primarily on social media sites relevant to your client’s audience.

Use the following socioal media hubs as a guide. There is a great deal of overlap but if you cover the four mentioned below your client will have excellent inititial coverage and you will have an easier time getting their message out.

• Ping.fm
  • Crucial – I use Ping.fm for all of my clients, daily. Use Ping.fm’s list of “networks,” setting up all of the networks available.
• OnlyWire
  • As important as Ping.fm and as easy to use – Again, set up all the “services” available.
• HelloTxt
  • Once again, a very useful hub – set up all the sites that link through HelloTxt.
• XeeSM
  • Like XeeSM a lot! XeeSM has a super array of apps and is very easy to use. The creators are very responsive and it fills out the four hubs I set up for every client.

If you have set up all four of the social media hubs above your client will have approximately 225 social media profiles and you will be able to control the daily message through the four hubs.

Not bad, huh?

The video sharing and article directories are next.

Video marketing is absolutely crucial for a number of reasons.

You have undoubtedly heard the saying:

Video is king!

Consequently, video is essential to new media, inbound marketing success. We live in the video age. Video will reach incredible numbers quickly and the shelf-life of well produced videos is worth the time and expense to do it right.

The best tool available to get you message out quickly and efficiently is TrafficGeyser (or Traffic Geyser). TrafficGeyser is a powerful resource, one you simply cannot do without. TrafficGeyser combined with something as inexpensive as a $200 Flip MinoHD and a decent tripod will get you started creating quality videos in no time.

TrafficGeyser offers a number of advantages when setting up your client’s inbound marketing strategy:

• TrafficGeyser allows you to set up multiple profiles for clients, thus allowing you to control all your clients’ campaigns from a single platform. At TrafficGeyser’s Platinum level you will have access to approximately 125 additional sites, including:
  • Social media sites
  • Social bookmarking sites
  • Article directories
  • Video sharing and video marketing sites
  • Podcast sites
  • Blogging sites
  • TrafficGeyser will then allow you to upload blog posts to all of the blogs you set up to reach through TG.
  • TrafficGeyser allows you to upload all your videos to the various video sharing sites, thus saving you hundreds of man-hours over the course of a year. Control all of your accounts through a single interface.
  • TrafficGeyser allows you to post articles to the various article directories with a click.
    • That’s right! You can set up your article directory memberships through TrafficGeyser and then upload them to the various directories from a single platform.
    • This feature allows you to set up all of your article directory profiles from one platform and then control them from your TG account. This is a real timesaver!
    • TrafficGeyser allows you to post to the various podcast sites.
    • TrafficGeyser allows you to set up RSS feeds.

By the time you have completed setting up the first four hubs (Ping, OnlyWire, HelloTxt, XeeSM) and your TrafficGeyser profile for your new client they will have approximately 350 new media marketing profiles across the Internet. With this kind of coverage, provided you create quality content, your client will see a significant bump in traffic, leads, prospects, appointments, and sales within 90 days and a huge jump in the first 12 months.

The secret is really no secret at all, it simply takes quality content delivered consistently over time. If your client already has a USP or you help them create one (upcoming blog post) and combine that with the right inbound marketing strategy using all the resources available to you and mentioned above, you will be a hit and your clients will love you!

The formula is simple:

Links + Longevity + Quality Content = Increased Traffic

A well-focused message will reach the proper target audience. If you develop a unique seeling proposition (USP) that captures your target market’s imagination and deliver quality content over time, you will have people linking to your site and it will increase in authority. Couple the above with a well-constructed video marketing, delivering first-rate, well-written articles to the various directories and you will own you niche in less than a year.

Consistent, quality content delivered over time equals inbound marketing success and guaranteed profitability using the new media.

Above, you have everything you need to get the ball rolling!

In the next article we will talk about site construction, blog versus static website, premium WordPress theme versus the freebies, and the various shopping carts available. We will then get into email marketing and the various providers. We will also consider a number of other resources and various factors to consider when building your client’s Ultimate Internet Image.

I will then go into detail concerning the various resources available to streamline submissions even further, how to upgrade your video equipment, including why and why not, and what audio program is the best and when to use it.

For now?

You have enough to get started, beginning to serve your clients well!

If you would like a comprehensive inbound marketing consultation, to include an assessment of your current marketing strategy, as well as a comprehensive competitive analysis, contact me today at The Ultimate Internet Image (see the number below).

Good luck!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004
440-821-7018

Sports Inflatables: The Incredible World of Inflatable Football Tunnels, Inflatable Helmets, and Inflatable Mascots

I’ve recently had the pleasure of immersing myself in the world of sports inflatables and talk about school spirit!

As I’ve been analyzing markets, doing keyword research, completing the requisite competitive analysis, and doing all of the myriad things an inbound marketing consultant must do when considering how best to serve a new client or prospective client, I have been taken on a journey back into my youth and to a time when running onto the field on a Friday night or Saturday afternoon, knowing that everyone in the stands was behind us 110%, was one of the most amazing experiences of my life; and, certainly one I will treasure my entire life.

Sports inflatables include inflatable football tunnels, inflatable school mascots, blast tunnels, and even inflatable bruiser tunnels…simply called “The Bruiser” by the people at Cogswell Creations! It is in doing the pre-interview research, by immersion, that I first came to understand the sports inflatables business.

It was the analysis of the sports inflatables business that took me back to my youth; and, it’s been fun!

As someone who first played and then trained top-level amateur and professional athletes, I can tell you this:

While the economy may be struggling, one trip to any high school or college weight room across the USA during the summer will give you an idea of just how alive, vibrant, and even passionate players, coaches, and fans are about “American football!”

Not only are the players, coaches and fans excited, the booster clubs are tossing around fundraising ideas, the marching bands are beginning to practice their songs and routines, and the majorettes and drill teams are beginning to choreograph their fall routines.

All of this activity is to one end:

Team Spirit!

One of the most interesting ways boosters across the country, from big schools and small, are demonstrating their school spirit is by having fundraisers and purchasing sports inflatables. Supporting their teams on the gridiron, matching their school’s passion for the game, booster clubs are going into overdrive to support their football teams by selecting just the right sports inflatable!

Types of sports inflatables (and this is by no means all of them):

• Inflatable Football Tunnels
• Inflatable Mascots
• Inflatable Blast Tunnels
• The Bruiser Inflatable Tunnel
• Inflatable Helmets
• Inflatable Helmet Combo Tunnels
• and more!

What better way to show school spirit and how better to get your team fired up?

Cogswell Creations, here in my hometown (Lakewood, Ohio), builds sports inflatables and they are amazing at it. Building the ultimate in team spirit, one sports inflatable at a time.

Take a look at the video below and see for yourself!

Amazing! Takes me back to my younger days and, again, it’s been fun!

John Zajaros

The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004 (bus)
440-821-7018 (cell)
johnz@ultimateinternetimage.com
excellencepaidforward@gmail.com

How to You Make Video Marketing for Your Brick and Mortar Business?

Videos are one of the best ways to engage customers in today’s expanding Internet market. Video marketing and offline business go hand in hand. Brick and mortar businesses can use video marketing to reach an online audience that might not otherwise know they exist.

Videos can be used via a variety of platforms and then distributed by way of social media. Video has become the King Kong of new media marketing, delivering brief, targeted messages to highly targeted audiences.

Using video to promote your brick and mortar business may seem like a scary proposition; and, to many business owners it is. Interestingly, video can be fun and will do wonders to enhance your Internet image and your brand. If you simply cannot get in front of a camera, or do not have the time, there are a number of inbound marketing firms that will handle the entire process for you; and, at a relatively low cost when viewed against the cost of television.

Marketing videos should be short and sweet, they do not have to be complicated. If you plan to talk and need a script, be sure to write a brief script and practice it. You can also wing it, depending on your comfort level in front of a camera and with the subject material.

Use music in your video or give a quick tour of your business, be upbeat and engaging. The more engaging, the more visual, the better! Make your videos short, sweet, and to the point, you have between 30 seconds nd 3 minutes, after that you will lose your audience! If you find you sound like the teacher from The Wonder Years, get someone to do the videos for you…please!

Video and Inbound Marketing

So how do video and inbound marketing work together? If you really want exposure for your business, you may want your video to go “viral”. This means it will be posted all over the web and will draw traffic to your website. An effective way of promoting your video is to send it to friends, employees, and customers but also make it available to the general public. Post your videos on YouTube, Break, Viddler, and a few of the others and watch it go viral, particularly if it has solid content and is engaging. YouTube and many of the other video sharing sites will automatically announce your new video to the various social media sites, so make sutre you are connected that way.

Video gives customers a way to see behind the scenes at your business and see how you operate. It is not effective to just make a short video piece and upload it to YouTube alone, use oen of the many services available to get your videos out across the Internet. While many people are attracted to TubeMogul because it is free, it is only free for personal use. To get your videos out across the web, use TrafficGeyser or perhaps Senuke, the former is by far the best. New media marketing plays a huge role in successful video marketing and vice versa. Companies should promote their videos via their social media memberships and on their blogs. Get the word out and let people see your video campaign.

Viral Video?

How do you create a viral video? Comedy seems to work well; people enjoy sending funny videos to their friends but be careful. Music is also a popular element – check out a Creative Commons license to use someone else’s music. Don’t worry about utilizing high-quality equipment for filming. Most You Tube videos are made with very basic cameras. I would suggest a Flip MinoHD or Flip Ultra and two tripods, one for the desk and one for biggeer jobs. I would also recommend Googling for free music sites (this is just one), there are a number of them available.

Investigate other video-sharing sites in addition to YouTube, as mentioned above. Again, TrafficGeyser is an excellent resource but you can join TubeMogul and get access to a list of video sharing sites that way. Experiment at first and see what you can do on your own or, you can hire a professional video marketing firm or an inbound marketing consultancy that specializes in video and let them handle it for you.

Contact bloggers in your field and get suggestions, send them a link to your video and ask them for their input. You can also place a link when you comment on other blogs, as long as it is related to the blog content and isn’t spammy. Above all, ask for input and you will get what you need, ask for the order and you will get banned. Spam is an online death sentence, so be open, honest, and do not overtly sell via social media or on other bloggers blogs.

Getting to Page One using Video Marketing

Marketing video can help you get to page one in Google rankings, and fast. The number of videos competing for a spot on page one is far lower than the number of articles and blog posts for the same spot…and search engines love quality video. Videos have less competition; therefore, it is easier to climb to the top. Make your video fun, informative, and short and you will find it on page one for the keywords you target in a few days, often in a few hours.

In addition to posting a great short video on your site, you must caption the video with appropriate keywords in the title, description, and tags. A video with an optimized title and tags has an even better chance of achieving a high search engine ranking (page one status).

Brick and Mortar Business and Video Marketing

An effective video marketing strategy does not mean every video must go viral. Offline (and online) businesses should consider videos part of a comprehensive, new media, inbound marketing strategy. Video adds an element of personality to a business’s message and provides an identity and a connection. Employees and customers enjoy videos and may pass them on to others, a mini-viral effect of sorts.

The rewards of video marketing can be huge; and video marketing can definitely be viewed on the “fun” side of new media marketing.

So, have fun and get found!
John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004
440-821-7018
johnz@ultimateinternetimage.com

How Can a Traditional Brick and Mortar Business Thrive in Today’s Economy?

Before I explain the title, and the subtitle, let me take you back to another recession, the recession of the early 1980s. The mid to late 1970s was a transitional period, there was much going on in the world:

• The Vietnam War had just ended.

• President Richard Milhous Nixon had resigned from office in disgrace.

• President “Gerry” Ford did his time…”Go Wolverines!” I’m a Buckeye fan myself!

• Then we had a peanut farmer in the White House who promised never to lie to us. Interestingly, many of us believed him, and still do! Knowing the man, it is not hard to believe he was, in fact, telling us the truth…even about that!

• The Cleveland Plain Dealer announced $1 per gallon gas prices and by the following Monday morning every small car in the tri-state area had been sold off of dealers’ lots!

• The workers at The American Ship Building Company, Lorain, Ohio, also known as AmShip, went on strike. George Steinbrenner said go back to work “Or else!” and, when the workers refused, George closed the Lorain yard down after an 82 year history of building ships. People knew to take George seriously after that…even Billy Martin!

• The Midwest became known as The Rust Belt.

• The domestic automobile industry was traumatized, reshaped, and rebuilt.

• Interest rates for cars went to 22%, the prime was through the roof!

• US Steel was sold to the Japanese, and guys making steel and $80,000 to $100,000 a year in the mill were on the streets. Republic Steel was resurrected as LTV Steel before eventually going the way of many US steel companies.

• The manufacturing base shifted and we made the first steps to an information-based, service economy.

• Millions were outsourced, put out to pasture, either by layoff or by means of early retirement, and faced unemployment, re-training, re-education, and a much different working and personal life than the lifestyle they had experienced just a few years before

• Some businesses went under and others flourished, much as we see today!

I could go on indefinitely but you get the idea, I hope…we have faced this sort of thing before, and, we will undoubtedly face tough times again.

Interestingly, each and every time we go through a down economy, regardless of what we end up calling it (i.e., recession, mini-depression, “the worst downturn since The Great Depression,” etc.), we come out the other end stronger and more vibrant, a “leaner, meaner fighting machine!”

Are the transitions difficult?

To be sure!

Are their casualties, business and personal?

Absolutely!

However, difficulties and casualties aside, the strong survive…if they are also flexible and open to new ideas, concepts, and technologies.

Likewise, the business owner who is unable (read: unwilling) to change will go the way of the Dodo and the Wholly Mammoth!

In order to survive, flexibility and adaptability are essential.

So, what does the above have to do with websites and the survival of traditional brick and mortar businesses?

What does all this have to do with the Internet and what is now being referred to as new media, inbound marketing?

Well, to be perfectly frank, if you aren’t on the Internet or thinking about getting there soon…R…E…A…L…S…O…O…N…your traditional brick and mortar business may not make it!

There is in fact a transition underway and, interestingly, there is a transition within the transition occurring as we “speak!”

What the heck am I talking about?

OK!

Enter the Internet and Online Marketing: E-commerce and the Emergence of the Website

In the early 1990s the Internet was emerging as the place to be, people were making a lot of money, many doing nothing more than throwing up a website with a few products on it and collecting the money.

That may be an oversimplification…but just barely!

In retrospect, the first websites were something akin to the Model T, particularly by today’s standards; and, most businesses did little more than Marketing 101 kind of “stuff,” stuff being a technical term, to drive traffic to their online presence, their website.

Google, YouTube, Blogging, and Email

Fast forward a few years. Enter Yahoo, then Google, YouTube, blogs, and email marketing. By the mid 2000s, online marketing is in full swing and the Internet begins to affect and impact traditional brick and mortar businesses in a big way. Online and offline businesses begin competing for the attention of consumers and websites appear in offline advertising, what is now referred to as outbound advertising.

Outbound advertising being anything intrusive:

• Television

• Radio

• Newspapers and magazines

• Phone directories

• Direct mail

• You know the drill

With the transition to online marketing, and the need for a well-established Internet presence in high gear, consumers begin to initiate the search for products using the Internet and “Googling” becomes a verb! Inbound marketing emerged as a consequence of search-driven consumer inquiries and behaviors.

Search-Driven, New-Media, Inbound Marketing is Born

Significantly, as the transition from an emphasis on outbound advertising to inbound marketing has taken place, the transition from the simple, “slap five pages together for free” website to a complete Internet image, an online marketing presence, has occurred.

In fact, those days are gone!

More to the point, some of the websites being offered up today won’t even last the time it takes to “Blink!” If you are unsure what I am talking about, read Malcolm Gladwell’s Blink: The Power of Thinking Without Thinking (2005); and then, look at your website from the perspective of a first-time visitor.

The Death of the Website

In 2010, it is not enough to throw up a website and sit back and wait for people to find it. If you wait for the money to begin to pour in, you may be waiting a long, long time!

It’s like an old mentor of mine used to say:

“Don’t hold your breath waiting for a response…unless you tell them to ask for Blue Boy!”

The “If you build it, they will come!” mentality must be changed, the transition recognized, and the proper strategies implemented. If the proper marketing strategies are not applied, the traditional brick and mortar business, and many online businesses, will simply go the way of Lucy, the Dodo, and the T-Rex.

Yes, even the rock group T-Rex. I know I just dated myself with that one!

As we enter the final year of the first decade of the 21st Century, and yes, we have one more year; the days of the free website are gone. The era of search-driven, customer initiated search is in full swing.

The Ultimate Internet Image is now a requirement if you are to compete and make it, online and offline, in today’s economy!

The Emergence of the Blog, Video, and the Landing Page

A few years ago I heard the term blog and quite frankly I had no idea what people were talking about. Now, I wouldn’t be without one…for every online and offline business I am involved with, and as the central feature of every online marketing strategy I develop.

Blogging for Business: The Central Hub & Linchpin of the Ultimate Internet Image

The blog has taken the place of the website as the center piece for many forward thinking businesses, the hub or linchpin for not only relationship building but as an e-commerce vehicle, as well. The premium blog theme of today has built-in capabilities to service virtually every need of the online and traditional brick and mortar business. The blog offers a video and article distribution platform, as well as a complete shopping cart for merchandise marketing and distribution. In other words, the blog can be set up to be a fully functional relationship marketing and e-commerce solution for both online and offline, brick and mortar businesses.

Video and Article Marketing

Video is the rage, online and offline. If you are not using video to promote your business, both using the Internet and the latest podcast technology, you are leaving vast sums of money on the table.

Both in terms of keeping in touch with and marketing to your current clientele, ten times more profitable than marketing to the “cold” market, and as a vehicle to promote your merchandise and service(s) to prospective clients, video is not simply an option, it is essential.

The use of articles, also essential, enhances your authority, both online and offline, enabling you to reach your current client base with your message, as well as establishing your authority with those considering your merchandise or services.

Additionally, articles are an excellent vehicle for building links and traffic to your blog or website. Links and longevity, along with traffic, will enhance your page rank, still important. By this I mean the search engines will validate your Internet real estate by moving you ahead of your competitors and on to “page one” much sooner.

The Landing Page

The landing page is a central feature online and should be an integral part of your marketing strategy, even for offline, traditional brick and mortar businesses. The landing page, also referred to as a “squeeze page,” is a very important component in any effective online marketing strategy.

The idea behind the landing page is to offer the client or prospective client an enhancement for providing you with their name and email address.

There are as many techniques for securing a “lead,” a prospect’s name and/or email address, as there are businesses online but only a few work and only a few of them are strategies I would recommend for my clients.

Ultimately, it is about providing something of value, something the client wants, usually in the form of information, and providing it free of charge. Significantly, you must make sure it is something of value, something you could charge for!

That is the key, providing valuable information in return for the understanding that in the future you will only “bother” them, and because of the spam most marketers send out today, you will only send them items of value (i.e., information, coupons designed for your email recipients alone, a newsletter, or some other enhancement).

By only sending quality content to your prospective clients, you have a better chance that they will want to open your mail, click your links, and continue to subscribe to your messages.

This gets deeper into email marketing than I had wanted to but it is important. We will cover email and the proper use of it in an upcoming article and post. For now, suffice it to say, if you have people visiting your website and you are not actively attempting to collect their name and email address, you are losing business with each and every visitor who leaves your website and does not bookmark it or tag it in some other way.

Bottom line?

If you are unsure of whether to send an email message to your subscriber-base?

Don’t!

The fastest way to be unsubscribed en mass is to fill the inboxes of your list with junk!

It’s like every one of our online grandmothers would say if given the opportunity:

“If you don’t have something of quality of send, don’t send anything at all!”

Poetic license and all!

If you are not collecting names and email addresses actively, and you have a lackluster website, 99.999% will not be back!

Get current and get active!

The Tip of the Inbound Marketing Iceberg

There is a lot more to cover, this is just the tip of the iceberg when it comes to developing an online presence, The Ultimate Internet Image.

Blogging for business is essential. Continuing to lose business with a static, often stale and outdated website is costing you money and may eventually cost you much more.

Video marketing is not only effective, it’s where the clients are; and, it is where you need to be!

Article marketing enhances your presence both online and offline, creating interest and links back to your site…crucial in today’s world of links and longevity.

Email marketing, if done properly, and using the right sort of landing page and enhancement will develop and/or improve your relationship with current and future clients by providing useful information in a timely manner.

Metrics, tracking your visitors, not only to your online real estate by means of analytics, but tracking and developing a relationship with clients and prospective clients who visit or call on your business in person via your blog and email is crucial and should be integrated into your current marketing strategy.

Helping People versus Providing Value

Ultimately, it is about helping people and providing value. Interestingly, when an interviewee goes to a medical school interview the first question they often face is:

“Why do you want to be a doctor?”

I would ask the same thing of an inbound or Internet marketing consultant competing for your business:

“Why do you think you are the person to help me with my online presence?”

And, more importantly:

“What separates you from every Tom, Dick, and Julie competing for my business?”

The answer the prospective med student provides usually goes something like this:

“I want to help people!”

This is the response heard day in and day out by interviewers at medical schools across the country…and it is not enough!

The answer from an inbound or Internet marketing consultant, and it should be the former and not the latter, if they do not understand the nuances and the profound differences keep searching, should go like this:

“I love what I do, enjoy people, and take your success personally. You get me with every transaction and for the life of the relationship and, most importantly, I will provide real and lasting value!”

You see, anyone can say they can “help” you with your Internet marketing strategy. All a consultant has to do is throw up another static, stale, and dated website and they will help you all right…help you out of your money and help you right out of business!

The true master of his or her craft, an inbound marketing consultant, one in business for himself or herself, will be able to offer real and lasting value…because it is there name and reputation on the line too!

Additionally, someone in business for themselves as an inbound marketing consultant, using that designation…inbound marketing consultant…will take very personally your success, and failures, on the way to a long term relationship and The Ultimate Internet Image. An inbound marketing consultant will understand the dynamics of inbound marketing versus outbound advertising; and, how to use that understanding, and both strategies, to your advantage.

Once again, there is so much more and we will cover it in future videos, articles, and blog posts.

We will discuss in depth “moving the free-line,” the idea of providing an information product or some other enhancement, something you could easily sell but are providing at no charge in order to build authority, credibility, a relationship, and your list.

In order for a traditional brick and mortar business to survive and thrive, in fact for any business to survive the current economic downturn, an understanding of and providing for all of the above must part of your marketing strategy.

Inbound marketing must be applied to and be an integral aspect of your business model.

In other words, the transition must include you!

The use of blogs, video, articles, landing pages with free offers, email marketing strategies, viral marketing, and more must be an integral part of your marketing strategy.

Enhance your authority online and in your community, have people from Tampa to Timbuktu saying your name and promoting your business! It must be designed and implemented properly and, if done so, the viral effect will occur all day, every day…it is amazing! It happens to me each and every day. It can happen for you too!

Build wide, build deep, and above all…build based on inbound marketing!

Professor John P. J. Zajaros, Sr.
216-712-6526
216-539-7412
Skype: johnzajaros1
johnz@ultimateinternetimage.com

PS, For a free consultation and assessment of your current marketing strategy, as well as a localized competitive analysis, contact me at 216-712-6526 or email me excellencepaidforward@gmail.com

An Effective Inbound Marketing Strategy versus Traditional Outbound Advertising: The Power of Video in Achieving the Ultimate Internet Image

A listing on Google’s page one is worth its weight in gold. Companies routinely pay hundreds and even thousands per day, every day, for the kind of traffic and lead generation power a page one listing often yields.

Whether an organic listing, a listing on the left side of the page, or a sponsored link, a paid link on the right, top or bottom, the results can mean the difference between a company making it or going under, particularly in the current economy.

So, when someone comes along and offers you a page one listing or the vehicle to acquire one, it is time to listen!

In the past 18 hours I have made 3 videos for prospective clients and in each instance they went to page one in a matter of a couple of hours, as you will see in the video below.

A similar video with a little different slant can be viewed at The Internet Marketing Quest Revealed.

In the course of just 8 hours we were able to acquire 3 of the coveted page one listings for a Lakewood pizzeria. Similar results were achieved for the other prospective clients we applied this strategy for.

Can you imagine what a concerted effort, focused on a specific strategy and spread over a period of weeks or months, would do for the exposure, traffic flow, and,
ultimately, their bottom line? The video in the example below was thrown together for illustration purposes only, just imagine a comprehensive marketing strategy and what it would do for traffic generation, sales, and the bottom line. I don’t have to guess, I know! It would be significant.

BTW, these results are typical and The Ultimate Internet Image can duplicate them for any brick and mortar company interested in the results demonstrated in the video mentioned above.

Generate increased traffic, leads, and/or sales with inbound marketing strategies developed specifically for your business by The Ultimate Internet Image!

Contact us 24/7 and if we are out of the office we will get back with you in a matter of hours, often less.

Professor John P. J. Zajaros, Sr.
President and Director of Marketing
216-712-6526
216-539-7412
Skype: johnzajaros1
johnz@ultimateinternetimage.com