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Yorgo Nestoridis. Visit the original article at
http://yorgonestoridis.com/yorgo-nestoridis/work-from-home-news-411/.
Work from Home News
Online Publishing the key to successful Marketing from Home
NY — The traditional push-marketing techniques used a few years ago are out, pull marketing techniques prove to be more cost efficient. The Work from Home Industry needs to adapt to the new environment.
Working from Home Status Quo
An article published a few days ago about Working from Home News, a newspaper style publication by Zo Nicholas who actually is working from home, highlights the most important criteria for efficient marketing. It becomes namely clear that the good old splash pages, landing pages and aggressive push strategies do not create the goodwill necessary for optimized conversion.
The above article found its way to Google and sits on top of the Working from Home News Listing. Have a look at the screen shot below by clicking on it:
Work From Home
Observing the above we notice namely that the big boys such as BBC, ABC, The New York Times and CNN have a stronghold on “Working from Home News” as they have on most News related keywords. The fact that YORGOO Publishing can beat them and grab a keyword with over 400 million search returns shows that any Worker from Home can attract top attention on Google without having to spend on Google Ads for every Click received.
The picture shows YORGOO Publishing on the left side on top of the organic listing while competitors advertise on the right side. This is a typical representation of a situation which will have to evolve in the near future, namely for cost reasons.
The top ad leads to one of these typical capture pages Multi-Level Marketing Networks promote amongst their troupes.
The advantage of paid ads
Paid Google Ads present a few undeniable advantages. The advertiser decides where they are placed and on which search terms they will be found on a defined position. Second an advertiser shows to searchers his interest in the business by the fact that he puts money into advertising. Paid ads present another advantage, namely for network organizations: the top Networkers recommend to their downline troupes to contribute to a joint marketing effort to profit from synergies.
The disadvantages of paid ads
The first and most important disadvantage is the cost. Organic listing triggers hits and visitors to most often authority sites at no cost. Competitors relying on paid ads only start the race with a financial disadvantage which impacts on the bottom line.
The second disadvantage is — and this is the contrary of the above argument — ads prove often a lack of authority. Namely in the Work from Home related categories, the advertiser has absolutely no personal traceable authority in what he is the object of the promotion. Ads often lead to replicated standard capture pages with no actual information content. Information becomes only available after opting into a mailing list. People have become more cautious about opting-in in general.
An organically high ranking site inspires authority, recognized by a third party, the search engine in this case.
Networkers generally contribute to a common advertising effort with individual budgets. These budgets are in most cases too small to allow reasonable expectations for individual success. This leads to the situation where mainly or only the upline Networkers profit most from these small individual advertising budgets which cumulatively result in a statistically tangible result.
The individual advertiser’s only choice is to find further downline contributors to achieve a global budget which will result in successful campaigns: in networking it means: you need to recruit for the purpose of finding people paying for your marketing efforts (one of the unsatisfactory sides of MLM).
Contrary what many advertisers may think, AdWords are not an easy strategy. From Google’s point of you, it’s about placing bids on keywords. From the advertiser’s point of view it’s a matter of knowing exactly the keywords, traffic, competition, placement of the ads and much more. Advertisers who play roulette with Google Ads will abandon as soon as their budgets run out without significant results. Successful use of Google ads requires knowledge, know-how and very close tracking to gather experience. The issue has become so complex by now, that many advertisers resolve to out-source their market analysis, analysis, target analysis, competitor assessment and customer profiling which increases cost further.
Diversified Work from Home Marketing Strategies
The truth is probably somewhere in the middle: organic listing, high page ranking and paid ads combined are the best choice. One of the reasons is the numbers game on Google search results: The above search result features a page with 10 organic listings and 3 ads; that’s 13 entries competing for the traffic the page generates. By adding an add to Organic listing, YORGOO Publishing could double the chances to harvest traffic. There is obviously more to it, such as the position of the listing and the ads as well as the wording and apparent descriptive tags of the concerned sites.
The New criteria for successful Marketing
Abstract, anonymous and impulsive buying in the cold market are on the decline and over the recent years it has become obvious that buyers are looking for references of authority and trustworthiness before buying from an unknown seller, brand or merchant. Affiliate or Referral Marketing are good examples for the changed environment:
Today there are two models which are successful:
1. You promote a very strong Brand with a Product and Company Reputation perceived as such by a large public, for example Apple’s iPhone, or Sony Ericson’s Cybershot mobile phones. In this case it is enough to drive traffic to the merchant’s website through a reliable affiliate link, for example Amazon, Commission Junction or similar.
2. You promote a less or unknown product; in this case you must brand yourself and sell to targets where your authority or trustworthiness is recognized (personal relations mainly, built offline or online on social networks for example).
Using the first model, you still have a chance to work with Google Ads exclusively.
The second model is where the trends point to: it’s less about what you sell but from whom you buy or who recommended to buy which product. Mind control strategies in marketing have no long term effect if product quality and customer care do not live up to expectations. Long term effects are customer loyalty, returning customers, in fact, long term effects include growing income, reduction of cost per item sold an so on, the only way to build a sustainable income stream from any business.
The trends point in general to referral marketing: it’s not the company going out selling it’s products but it’s individuals, opinion leaders, social animals and such like who trigger an increasing number of sales based on the quality of relations they entertain with a multitude of potential consumers.
The One Single Most Important Rule
Working from Home is a future oriented concept and for many a dream come true. There is how ever one rule to observe to give a Work from Home effort the best chance:
Never promote a product or company which cannot show a clean record, reputation or positive brand and product recognition!
Example: MLM has in may countries a bad reputation and the reception by the public can be extremely mixed, which does not make your life easier. Products from MLM companies often suffer from the bad reputation of MLM as such, which does not make your life easier. MLM companies are about always associated with scams, fraud and other negative search results, which does not make your life easier.
If you are involved with a Company where the search results can discourage your prospect customers or business associates, insist upon the merchant that the necessary efforts are made to build a clean online image. This may cost some money, but it’s the only way to give the business as such a chance online and to witness active support to the sales force, distributors, associates and consumers. Sponsoring People, sports Aces is a waste of moneys if on the Google search return the words scam and fraud appear on the top 10 or 20 listings. Such a business has not much of a future online.
You cannot afford to pay for the online image of a Company or Merchant, better change the business and work with serious, online image conscious partners with whom you are proud to associate your own image and reputation.
The question is not whether the highly visible scam or fraud mentions are justified, the question is, how do they impact on your business. Unfortunately a bad reputation online is very difficult to eradicate the more that the traces will always remain visible and available to searchers. Data online is like a part of a genetic code, it cannot be modified on the original.
The safest Way to build Home Business
The safest way to build a Home Business is to brand yourself and to build your authority and own reputation. Your authority will always sell and if the product or merchant you promote loses the reputation, you switch product and or merchant. You will not have to worry about abandoning a merchant since what sells is your reputation and your reputation will grow on a courageous decision to abandon while it will suffer if you continue to associate your name to a reputation which does not live up to your relations expectations.
Working from Home means Publishing
In view of the above it becomes obvious that tomorrow’s worker from home will spend more time and effort to market his personal image and brand by building a clean online reputation. Social Networks can be part of such a strategy but personal authority web sites inspire more confidence and are more efficient on search engines. A blog is a good start. Online Publishing becomes a daily task which to learn Workers from Home are well advised. Ycademy Online Seminars have a solid reputation in the matter (contact Bianca Gubalke at bianca(at)ycademy.com).
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