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e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

Overview

Want to attract more customers today, keep them tomorrow, and make far more money? You need killer new marketing techniques to attract and engage customers online better than ever before!

e-Riches 2.0 will show you examples of how to rethink and remake everything you do online—without missing a day of business—from simple yet powerful changes to your website’s design, to the inexpensive strategies that drive today’s online sales success stories...

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e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

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Overview

Want to attract more customers today, keep them tomorrow, and make far more money? You need killer new marketing techniques to attract and engage customers online better than ever before!

e-Riches 2.0 will show you examples of how to rethink and remake everything you do online—without missing a day of business—from simple yet powerful changes to your website’s design, to the inexpensive strategies that drive today’s online sales success stories to the top.

Entrepreneur and Internet success consultant to the stars, Scott Fox revolutionized the e-marketing world with his best-selling book Internet Riches, and he hasn’t stopped since, maximizing online opportunities like social networking, podcasting, blogging, Facebook, freemiums, Twitter, RSS, and much more.

Whether you’re a bricks-and-mortar business new to online marketing or a full-fledged e-business in search of a huge burst in sales, buzz, and lasting customer relationships, e-Riches 2.0 offers practical guidance to the latest generation of tools, techniques, and proven approaches for winning the war for customers!

Advance praise for e-Riches 2.0:

“With the U.S. economy drastically changing, e-Riches 2.0 is an important book for anyone looking to prosper in the years to come.” — Bill O’Reilly, Anchor, Fox News Channel

“A wave of new millionaires is being created now online. Scott Fox’s e-Riches 2.0 can help you be one of them.” — Darren Hardy, Publisher of SUCCESS magazine

“Our company’s Internet marketing and e-business strategy benefited greatly from Scott Fox’s leadership and innovative vision. The successful launch of our websites and e-commerce business could not have happened without his online business expertise.”

— Michael Rapino, CEO, Live Nation

“Scott Fox offers a simple and thorough set of ways you can harness the Web to generate income. His section on Web 2.0 is especially eye opening, even for a seasoned Internet pro. Read his book and find e-Riches in your future!”

— Tim Sanders, former Chief Solutions Officer at Yahoo!

and author of Love Is the Killer Ap: How to Win Business and Influence Friends

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Editorial Reviews

From the Publisher

"e-Riches [2.0] is an essential book for anyone who does anything on the Web... If you plan to live and work in the connected world of today and tomorrow, this would be a great place to learn the necessary etiquette, as well as the rules of success." --Life Insurance Selling

"I found that Scott Fox’s e-Riches 2.0: Next Generation Marketing Strategies for Making Millions Online was a very thorough overview. Don’t let the name scare you into thinking it’s one of those internet scams. I found it was useful for performing a complete marketing audit. I was able to evaluate inefficiencies and plan for the next six months." --Entrepreneur.com's Top Shelf Blog

Publishers Weekly

Fox (Internet Riches), an e-business success coach (who lists Bill O'Reilly and Larry King among his client list), offers a beginner's guide to harnessing the Internet to help grow business. He presents succinct advice on how to attract customers online, arguing that marketing is no longer a series of one-way blasts at consumers but a two-way communications system, and that an increasingly personal approach is expected from online business; he urges marketers not to waste energy trying to get customers to their own Web sites, but to get online and find customers where they are already hanging out. He explains the best ways to utilize e-mail lists and newsletters, RSS feeds, online viral marketing, social networking (Facebook, LinkedIn), microblogging (Twitter), online video and radio/podcasts, tele-seminars and webinars, search engine keyword advertising and affiliate program advertising. Interviews with specialists and real-life examples round out the lessons. The book is aimed at absolute newbies, so while experienced Internet users may find this too basic, it will be a godsend to those who are intimidated by the digital revolution. (June)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Product Details

  • ISBN-13: 9780814414620
  • Publisher: AMACOM
  • Publication date: 5/27/2009
  • Pages: 336
  • Sales rank: 824,362
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.50 (d)

Meet the Author

Scott Fox (Los Angeles, CA) is the top e-business success coach in Hollywood, where his clients have included Bill O’Reilly and Larry King. He is the author of Internet Riches (978-0-8144-0995-4), and the popular E-Commerce Success blog, radio show, and podcast. He is a frequent speaker on e-commerce and online marketing at universities, including USC and UCLA, at the Learning Annex, and at conferences such as Digital Hollywood, Venture Net, and Internet World.

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Read an Excerpt

Introduction

Marketing Your Way to e-Riches

This book is about attracting more customers online so that you can

make more money. It covers what you can do, how to do it, and, more

importantly, what you should be doing to find your own e-riches.

Whether your business is Web-based or brick-and-mortar, and

whether you’re a solo entrepreneur, a partner in a small company, or

working in marketing for a multinational corporation, there are new

tools online that can help you do your job better, sell more product,

and make more money.

If you read my first book, Internet Riches, or subscribe to my free

E-Commerce Success email newsletters at ScottFox.com, you know

that I’m a successful online entrepreneur myself. So my focus in this

book is on teaching you how to grow your audience using free and

low-cost techniques. These include social networking on Facebook,

MySpace, and LinkedIn, blogs, e-mail publishing, viral video promotions,

and updates to traditional techniques like word-of-mouth

marketing and public relations, plus more technical disciplines like

RSS, autoresponders, microblogs like Twitter, podcasting through

iTunes, and more.

If you read e-Riches 2.0, you’ll learn the basics of building your

audience using all of these new marketing tools plus smart tips on

search engine keyword advertising and affiliate programs, too.

(These last two are actually paid advertising strategies, but they are

so cost-effective and different from traditional marketing techniques

that I want to introduce you to them, too.)

This material is not just me talking, nor is it full of vague theories.

e-Riches 2.0 is full of practical details from my personal experience,

plus dozens of profiles, case studies, interviews, references, and studies

from other real-world experts and real people who are using these

new tools successfully. Their success is not just theory but actual

(profitable) fact that I want to share with you.

Reading e-Riches 2.0 will make you a smarter, more modern marketer.

This includes becoming clever enough with Web 2.0 online

marketing tools to:

 Successfully “do it yourself” in the new world of online

marketing

 Save a lot of money by learning many of the complex-sounding

techniques that high-priced consultants will try to charge you for

 Impress your techie friends, colleagues, and boss

 Become a better manager of marketing campaigns and

employees

 Learn to be a smarter client if you choose to hire consultants

 Advance your career by leading the most successful new marketing

campaigns for your company’s products

All of these will help both your career and your wallet.

The Online Opportunity for You

I know you want practical guidance. I wrote my book Internet Riches

because I was fed up with best sellers that offer only vague strategies

for “attracting abundance” as substitutes for a real action plan.

Internet Riches taught people how to start their own e-businesses

based on their personal expertise and interests.

Now I’m back with e-Riches 2.0. This book takes the same practical,

detailed approach. I’ve again researched, evaluated, tested,

studied, and analyzed all the new marketing tools that I could find

online for you. In the space we have available here, I’m going to give

you information on the best strategies I have found, plus tools you

can use to evaluate and prioritize them depending on your needs

and business interests. (And the education continues online at Scott

Fox.com, where updates to this book and a worldwide community of

fellow marketers and entrepreneurs is available to you 24/7.)

Despite constant media coverage of bad economic news, the

Internet Gold Rush is still happening today. Never before in history

have you been able to reach so many people so quickly, so easily, and

so cost-effectively. So, my question for you is:

What are you doing to profit from the Internet Gold Rush?

There are now more than 1.5 billion people online. That means

that no matter how obscure your product or how targeted your

pitch, it’s likely that there are people on theWeb right now who want

your product.

The trick is for you to reach them cost-effectively. You need to let

these potential customers know that your product is the solution to their

problems. That’s the purpose of marketing and your job as a marketer.

All the new tools available online may sound overwhelming, especially

if you are new to the online world, but thesemarketing techniques

are known and knowable. I have detailed in this book a set of specific, tactical

steps for attracting the recurring traffic that your business deserves.

I’ve even summarized my recommended online marketing

philosophies into 9 Commandments for e-Riches Marketing Success

and also created a Top 10 List of Online Marketing Success Tips to

help you (see Chapter 1). If you follow these steps, you will increase

your marketing reach online and learn to make more money.

For additional coverage and updates to these topics, please visit

ScottFox.com. Your purchase of this book entitles you to a free trial

membership in my online coaching community. (See the front of the

book for more details on this Special Offer.)

The Four Audiences for e-Riches 2.0

A key factor for success is a desire to be outstanding at Marketing. It does not

matter how great your entrepreneurial idea is, you have to be able to convert

it to sales. That’s why marketing is such a vital skill.

—Chris Cardell, Cardell Media

You should read this book if you are:

1. A corporate marketer or agency employee. Your employer needs

your expertise in order to compete. If your marketing campaigns are

not attracting new customers daily, you will soon lose your job to

someone who “gets it” better than you do.

2. A small business owner or partner. For the first time in history,

small businesses like yours can compete with the “big boys” worldwide.

But being good at marketing is a key entrepreneurial success

factor that entrepreneurs often overlook. It’s naïve to think that

just having good ideas and working hard to produce great products

will lead to sales success. Don’t kid yourself into thinking that

you can find success with a product or service without being committed

to spending a significant amount of your time promoting

it. Who else is going to do it?

The huge Internet audience offers tremendous upside if your

business can get your product marketing messages out to the right

people. This book teaches you how to use inexpensive online marketing

tools to do that.

3. E-business curious. You may not be a marketer, but you are smart

to be curious about the opportunities and challenges offered by the

Web 2.0 world.Maybe this is because you want to help your colleagues

in other parts of the company (or maybe it’s because you have one

foot out the door of your current job and you want some advice on

how to grow your after-hours hobby into a business online!).

Either way, this book will introduce you to online marketing in

plain English, plus give you a strategic framework that will allow

you to better analyze and understand the importance of new media

marketing techniques, both to your own life as a consumer and to

your career.

4. Worried about your financial future. Globalization, uncertain

financial markets, technology, and our friend the Internet are combining

to restructure the economy to eliminate the long-term security

formerly offered by corporate jobs. If you are unemployed,

under-employed, unhappily fully employed, or simply looking to

upgrade your professional skills, this book can help you retrain yourself

for the opportunities of today’s “information age” economy.

Internet Marketing Is Your Future

If you don’t like change, you’re going to like irrelevance even less.

— General Eric Shinseki, Secretary of Veterans Affairs,

former Chief of Staff, U.S. Army

You need to learn to love the Internet!Why? Because it’s cheaper and

has wider reach than ever before, and because everyone—yes, everyone—

is coming online.

Even if you don’t see it at the moment, the Web and e-mail are

extending further into your life all the time. Mobile browsers bring

Google into people’s pockets; BlackBerries bring e-mail into the

middle of dinner. Tools like RSS feeds and Twitter bring constant

updates from people you may barely know.

Just think ten or even five years forward: The screens in your living

room will continue to grow, as will those on your desk. In fact,

you’ll probably have two or more screens soon. Your gadgets will

get faster and more powerful so that they combine phone, e-mail,

Web browsing, iPod, camera, full streaming video capabilities, and

so on all the time everywhere. Soon all this will arrive in your car, on

long-haul plane flights, and in your kids’ classrooms and pockets, too.

This means opportunity for smart marketers who embrace

the new platforms and the unique ways in which they can extend

brands and messages into people’s lives.

The increasingly targeted marketing messages of today are better

than ever at anticipating customers’ interests. And tomorrow’s will be

better still. Haven’t you been surprised when Amazon.com suggests

a book that you already own and love? Imagine that targeted marketing

on steroids and working to promote your business online!

The tremendous, worldwide reach of the Web has also changed

the ways in which customers expect to be able to interact with you

and your products. You have the opportunity to take advantage of

this increase in customer interaction and two-way feedback to

enhance your relationships with your audience, differentiate your

brand from competitors, and sell a lot more product.

Excerpted from e-Riches: Next-Generation Marketing Strategies for Making Millions Online by Scott Fox. Copyright © 2009 Scott Fedewa. Published by AMACOM Books, a division of American Management Association, New York, NY. Used with permission.

All rights reserved. http://www.amacombooks.org.

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Table of Contents

CONTENTS

Introduction: Marketing Your Way to e-Riches . . . . . . . . . . . . . . . . . . . . . . 1

PART 1 21ST CENTURY MARKETING: HOW THE RULES HAVE CHANGED

1 My 9 Commandments for e-Riches Marketing Success . . . . . . . . . . . . . 15

2 Quick Start Guide to Getting Your Business Online . . . . . . . . . . . . . . . . 33

PART 2 E-MAIL: YOUR #1 SALES OPPORTUNITY

3 Today’s Best E-Mail Publishing Strategies. . . . . . . . . . . . . . . . . . . . . . . .39

4 RSS Feeds: The Revolution Is Being Syndicated . . . . . . . . . . . . . . . . . . 63

5 Feed-Based E-Mail Services Cut Your Production Time in Half . . . . . . . .67

6 Winning E-Mail List Building Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . 78

7 Automatically Make More Money with E-Mail Autoresponders . . . . . . . . . 85

PART 3 SOCIAL MEDIA MARKETING SUCCESS STRATEGIES

8 Online Viral Marketing: Social Media Offers

Word of Mouth on Steroids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93

9 Social Network Marketing Using Facebook, MySpace,

and LinkedIn. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

10 Build Your Own Social Network Customer Community . . . . . . . . . . . . . 146

11 The Viral Marketing Power of Social Bookmarking

and Social News Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

PART 4 ATTRACTING CUSTOMERS WITH BLOGS AND MICROBLOGS

12 Welcome to the Blogosphere . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

13 Microblogging with Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192

PART 5 NEW ONLINE PUBLIC RELATIONS AND PROMOTIONS TOOLS

14 The Truth About Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201

15 The Public Relations Opportunity Matrix (PROM) System . . . . . . . . . . .209

16 Attracting Customers (and Search Engines) with

Online Article Syndication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 232

17 How “Freemiums” Giveaway Promotions Make Money Online . . . . . . . 238

PART 6 PROFITING FROM ONLINE BROADCASTING

18 Customers Love Online Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .247

19 The New Marketing Power of Free Teleseminars and Webinars. . . . . .261

20 Online Radio and Podcasts: Guest Interviews or Host Your Own . . . . .266

PART 7—BONUS! PAY-PER-CLICK KEYWORD AND AFFILIATE

PROGRAM ADVERTISING STRATEGIES

21 Increase Your Sales with Search Engine Keyword Advertising . . . . . . .273

22 Affiliate Program Advertising: Meet Your

New Worldwide Salesforce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .288

PART 8 YOUR WINNING ONLINE MARKETING STRATEGY

23 Measuring Your Online Sales Success . . . . . . . . . . . . . . . . . . . . . . . . .297

24 Differentiation Strategies in a Competitive Online Marketplace . . . . . . 299

Conclusion: Let’s Make It Happen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .305

Appendix: Recommended Resources and Web Sites. . . . . . . . . . . . . . . . .310

Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .313

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 315

Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323

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Sort by: Showing all of 4 Customer Reviews
  • Posted January 25, 2010

    more from this reviewer

    Expert guide to e-marketing

    The Internet is a gold mine. Those who know how to stake their cyberclaims can make huge fortunes. However, scoring on the Internet takes knowledge and skill. You have to understand the baffling, ever-changing world of cyberspace to prosper there. That's where e-commerce expert Scott Fox can help. In his book, Fox breaks down Internet entrepreneurship into basic chunks. In clear language, he explains how companies and individuals can use the Internet to market their products and services. Although Fox's leap onto the social-media bandwagon is too tardy to be original, getAbstract believes marketing professionals and small-business owners who are lost in cyberspace can pick up some useful e-business tips in his smart how-to guide. Caveat emptor: This book can give you a real boost if you're looking for novel ways to make money during these difficult economic times. However, the author uses this work to promote his other e-services.

    To learn more about this book, check out the following Web page: http://www.getabstract.com/summary/11623/e-riches-2.0.html

    1 out of 1 people found this review helpful.

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  • Posted August 1, 2009

    more from this reviewer

    Yet another "get rich quick" book? No.

    Facts and philosophy about the things you'd only learn from experience. A good read while on the beach, thinking about running your business from Bahamas someday.

    Was this review helpful? Yes  No   Report this review
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    Posted January 6, 2010

    No text was provided for this review.

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    Posted November 12, 2009

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