Internet Marketing in a Web 2.0 Worldby Gihan Perera

www.GihanPerera.com

The Internet Has Changed (or so we keep The Internet Has Changed (or so we keep being told)being told)

The first ten years of commercial Internet were a warm-up act for what is about to happen.” – Morgan Stanley/Mary Meeker“Only 40% of the Web is commercial. The rest runs on duty or passion.” – Kevin Kelly

“Not only did we fail to imagine what the Web would become, we still don’t see it today!” – Chris Anderson, Wired magazine

“If your target audience isn’t listening, it’s not their fault, it’s yours.” – Seth Godin, author

“Web 2.0 is made entirely of pretentious self-serving morons.” – Max Irwin

and even …

“We must act quickly and decisively… The next sea change is upon us.” – Bill Gates

But what does it all mean for your But what does it all mean for your Web site?Web site?

Answer: The way you get Answer: The way you get people to your Web site has people to your Web site has

changed.changed.

The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)

Build a shop to take Build a shop to take online ordersonline orders

The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)

Write sales letters to Write sales letters to persuade them to buypersuade them to buy

Build a shop to take Build a shop to take online ordersonline orders

The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)

Create free content Create free content to add valueto add value

Write sales letters to Write sales letters to persuade them to buypersuade them to buy

Build a shop to take Build a shop to take online ordersonline orders

surveys

photos

audioclips

articles

videoclips

The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)

Google ad

directory

SEO

affiliate

link exchange

banner ad

Get as many links as Get as many links as possible from other possible from other Web sitesWeb sites

Create free content Create free content to add valueto add value

Write sales letters to Write sales letters to persuade them to buypersuade them to buy

Build a shop to take Build a shop to take online ordersonline orders

surveys

photos

audioclips

articles

videoclips

In other words … In other words … Advertise!Advertise!

But that doesn’t work But that doesn’t work any more.any more.

Some of it remains the same, Some of it remains the same, but there’s an important but there’s an important

difference …difference …

What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)

You You stillstill build buildthe shop …the shop …

What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)

You You stillstill write writethe sales letters …the sales letters …

You still buildYou still buildthe shop …the shop …

What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)

You You stillstill create createthe free content …the free content …

You still writeYou still writethe sales letters …the sales letters …

You still buildYou still buildthe shop …the shop …

surveys

photos

audioclips

articles

videoclips

What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)

But But nownow you PUSH you PUSH content out to the content out to the worldworld

You still createYou still createthe free content …the free content …

You still writeYou still writethe sales letters …the sales letters …

You still buildYou still buildthe shop …the shop …

GoogleReader

iPod

inbox

surveys

photos

audioclips

articles

videoclips

In other words … Give In other words … Give value!value!

Why? Because they will Why? Because they will measure your measure your valuevalue in order in order

to measure to measure youyou..

How do they know you’re an How do they know you’re an expert?expert?

They used to go to your Web site to

find out

But now you have to convince them

before they ever get to your Web site

This is important!This is important!

If you don’t demonstrate If you don’t demonstrate value, they value, they willwill choose choose somebody who does.somebody who does.

So how do you get noticed in So how do you get noticed in the crowd?the crowd?

Simple (but not easy): Simple (but not easy): Deliver value.Deliver value.

How much? Lots!

When? Often!

Where? Everywhere!

First prove you’re an expert – First prove you’re an expert – and and thenthen they’ll visit your Web they’ll visit your Web

site.site.

These are the five These are the five essentialessential tools tools

e-zine

blog

podcast

e-booksvideo

An An e-zinee-zine builds builds relationshiprelationship

A A blogblog demonstrates demonstrates authorityauthority

A A podcastpodcast makes a makes a personal personal connectionconnection

E-booksE-books give you give you distributiondistribution

VideosVideos create an create an experienceexperience

Together, they lead people Together, they lead people to you.to you.

So start using these tools So start using these tools NOWNOW!!

e-zine

blog

podcast

e-booksvideo

Will you catch the wave of Will you catch the wave of the future?the future?

… … or will you get left or will you get left behind?behind?

Subscribe FREE at www.GihanPerera.com

“Start before you’re ready. The future is theirs who

take the first step when the path is new, the journey long and the horizon far

from home.”– Gihan Perera