Internet Marketing Newsletter

Edition 12 , October 2011

Building Your Profile With Online Marketing In this newsletter, we’re going to look beyond SEO online lead generation. SEO and SEM in a competitive environment can turn into a fight to simply "outspend" the competition. Combining these strategies with other innovative, online strategies will help create an edge to get more traffic without competing head-on. So in this newsletter, we’re focusing on building your profile with online marketing. How to extend your sphere of influence to people you have never met. We also thought it was about time to introduce our team members in more detail. The second article in this newsletter introduces four of our main team members, complete with pictures and their specialties. The feedback that we’re receiving is that businesses want to go beyond simple lead generation and want to make use of innovative ideas and new platforms to make themselves known. If you also have feedback, suggestions for future articles, or want to send us any other comments, simply email info@eminentonlinemarketing.com.au Until next month,

Janna Jungclaus And the Eminent Online Marketing Team

News Our interest for building your profile online has sparked action on our behalf too. In addition to our Facebook page and Twitter account, we now also have a YouTube account. You will see videos of presentations (for example Janna’s recent presentation at UTS), video interviews and more. So, when you’re next online, check out our YouTube channel at http://www.youtube.com/user/EminentOnlineMktng Add us as a friend and subscribe!

How To Build Your Profile With Online Marketing Any marketing, whether online or offline is designed to let more people know about your business, product or service. In other words: marketing is designed to extend your sphere of influence. In this article, we’ll look at two main aspects that affect your sphere of influence:

• Your network • Your credibility

For example, the larger your network is, the bigger your sphere of influence, if you have built up the credibility for others to trust you enough to take your advice (i.e. be influenced by you). Online marketing can extend your network immensely, especially if you provide great content and value to your network. When they receive great value, the people in your network are more likely to introduce others to your network. As a result, extending your network and your sphere of influence. Providing Value With Content Cutting through the noise of the internet is essential to build a profile for yourself. People’s attention span is getting shorter and the sheer amount of information available online means you need to provide outstanding value so that people are willing to give you their time. Becoming a Curator You can provide value by sharing the latest and best information relevant to your target audience. Becoming a news aggregator for relevant news items from other sources adds value to your sphere of influence because it allows them to save time. Instead of following all the news sources they know all they need to do is to follow you and they will get the most up-to-date and relevant information. Of course you need to build up credibility with your audience so they start to trust you and the information you provide. Keeping in touch with your target audience, knowing their needs and their “hotbuttons” will also help you determine which is the right information for them. Being a curator is especially suited for online marketing channels that are fast paced, and which are checked by people regularly. Example of such channels are Twitter, Facebook, online forums and social bookmarking sites. Becoming a Thought Leader If you have a number of ideas that would be useful for your target audience to know, and you feel they have not yet received adequate coverage online, you can position yourself as a thought

“The larger your network, the bigger

your sphere of influence.”

leader. Writing online articles and whitepapers are great ways to share your knowledge and get your ideas out there. You can do this through a number of article and white paper directories that are available online. Becoming a Teacher Chances are you know plenty of things that your target market would also like to learn. Positioning yourself as a teacher online and sharing valuable knowledge and skills will help you build your network and your credibility. You can create tutorials, write instructions and share other ideas to educate your target audience in your field. Great channels to create tutorials are blogging and making videos. Extending Your Authority Once you have built a basis for your sphere of influence by building your network and your credibility, you can extend your authority even further. Using techniques such as press releases and paid advertising extends your sphere of influence easily by promoting your work online. This way you reach people whom you would have otherwise never been in contact with. However, you want to make sure that you have a basic and active sphere of influence before you tap into these new and unknown networks – it will help to increase your conversions dramatically. Does this work for everyone? These approaches of building your profile may not work for everyone. Firstly, it is important to consider whether you have the resources and ability to commit to a plan that builds your profile. Writing one article or making one video won’t get you far. But if you can create an editorial plan for creating and distributing content and you stick to it, you are already well on your way. The second aspect to consider is your target audience. Some of these strategies will work better for some industries then for others. For example knowledge based industries are well set up for a thought leadership approach, while audiences in constantly changing industries, such as the Tech industry would appreciate having someone curate news and all the latest information. So, when you decide which approach you would like to take when building your profile online and extending your sphere of influence, consider your target audience and their needs, as well as your resources and ability.

3 Ways To Build Your Profile Online

• Become a Curator • Become a Thought

Leader • Become a Teacher

Introducing Our Team You’ve heard so much about our team over the last 12 months of this newsletter, we thought it was time for a proper introduction. Janna Jungclaus

Janna has worked with a number of Australian and international clients throughout her career. As a result, she has developed a particular focus on creating online marketing strategies that fit within a broader marketing and business strategy, where business objectives and related KPIs tie the online marketing or SEO campaign to the marketing or business strategy.

Janna’s ability to bring together innovative ideas for online strategy whilst understanding the technical details of SEO and other tactics, allows her to facilitate between the two worlds.

Celeste Opolentisima

Celeste Opolentisima is the project manager at Eminent Online Marketing, overseeing the various SEO projects. Celeste has previously worked as an HR manager for Playtech in the Philipines and also has extensive experience as a copy writer in the advertising and media industries.

Mustafa Ebrahimi

Mustafa is the community manager at Eminent Online Marketing, managing all social media channels and video marketing. Mustafa lives and breathes social media, soccer and video editing – over the past couple of years he has built up an online following of over 6,000 soccer enthusiasts who know him under the nickname Milan Kaka Baros.

Jairo Borinaga

Jairo is the technical whizz at Eminent Online Marketing. Specialising in WordPress, one of our preferred SEO platforms, Jairo is responsible for the research and on-page optimisation phases of SEO. Jairo is currently completing his second degree to further advance his knowledge and skills in the area of computer science.

Case Study

Eminent Online Marketing was engaged by Christie Offices to review the current AdWords campaign and develop online marketing strategies to create more effective lead generation online. The aim was to increase the number of leads coming through, to decrease the cost per lead paid through Google AdWords, and to benchmark Christie Offices against some key competitors. At the first review stage, the number of

inquiries coming through the website has increased substantially, while the cost per lead had decreased. (Details withheld due to confidentiality reasons.) We’re now also working with Christie Offices and their designer to create an updated and SEO friendly website to implement a long-term SEO strategy to further leverage the online lead generation that has already been started with the Google AdWords campaign. For more information on Christie Offices and Christie Conferences visit www.christieoffices.com.au and www.christieconference.com.au

Keep In Touch Keep in touch with us throughout the month: check out our Facebook page http://on.fb.me/dUWCJO where we share industry news, interesting articles and success stories, and our Twitter channel http://bit.ly/okiQHY to keep up to date with online marketing and tech news. Yours, Janna Jungclaus Eminent Online Marketing http://www.eminentonlinemarketing.com.au janna@eminentonlinemarketing.com.au Ph: 02 8580 4836