Category Archives: Business Building and Marketing 101

Stuff everyone should know

What Is A Long Tail Business

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The phrase “Long Tail Business” comes from a book The Long Tail, by Chris Anderson.

In the old days, there was limited shelf space. For example, in bookstores there was only so much room for books on the shelf. Same with record stores. This also applies for T.V. We only had a few channels (CBS, ABC, NBC, FOX). This example applies to a lot of different industries and businesses. The products at these venues was limited to “the hits,” i.e. stuff that sold really well. It either sold, or it didn’t sell. If it didn’t sell, it was gone. Therefore there was a tight bell-curve.

That changed with Amazon.com. It changed even more with iTunes. Why? Because there is unlimited shelf space. As a result the bell curve grew a long tail that expanded out to the side. There was room for the obscure books. There was room for the Indie bands. There were more T.V. channels.

And here’s the kicker… people can create something and make a living in the long tail.

According to Chris Anderson, and other experts who study such things, now with the proliferation of the Internet and sites like iTunes and Amazon, 50% of sales are out there in the long tail. That means it’s not just the Beatles, Rolling Stones and Led Zeppelin. It’s 5,000 Indie Bands and 5,000 book publishers you’ve never heard of.

That’s what I’m doing with Eric Walker Marketing here. I’m going to connect with people who realize they too can have a long tail business.

My area of expertise and area I can help is two fold:

  1. I’d like to advocate for the long tail business because I think a lot of personal freedom, and fulfillment can be found doing this. I’ve been in the trenches doing this since June, 2008. I’ve lived and died and lived again in this space.
  2. If you do decide to have a long tail business, you’re going to need marketing. I can teach and guide you in the set up of your marketing. I have an approach that involves seven specific elements of marketing. It’s simple, not necessarily easy, but easy to understand. These seven elements of a marketing all work together to create a system for generating traffic, collecting leads, creating interaction and ultimately making sales.

If you’re interested in these 7 elements of a marketing funnel, subscribe here. It’s free, and I deliver via email.

 

How To Use Video Effectively Even If You’re Not A Video Marketing Expert

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Eric Walker video - not a video expert

Building relationships of value with the people I want to serve (you) is all part of doing good business.

 
In order to do that, I will strive to create an experience where you feel as if I’m having you enter my tiny office or living room, and feels like the steaming hot cup of coffee was made only for you. And then send you on your way with a warm feeling that is good for us both.

I would do this for my “real” neighbors. In fact, I’d even serve some little plate of yummy food without concern over who’s going to pay for it.

I mention this because video is a great way to create relationships. People will bond with you faster with video than without. It’s a fact.
 

DISCLAIMER: I’m Not A Video Marketing Expert (and neither are you)

 
First, let me tell you that I am no video marketing expert. I don’t even feel comfortable on video. I have little experience. I don’t have fancy software. I haven’t made a tremendous amount of videos. I don’t have a plethora of knowledge about YouTube. I’m not technically advanced or capable of many technical things at all, actually.

But with the way I’m proposing you approach video marketing, you don’t have to be. And you can still get great results.

From what I’ve seen, and the material I’ve studied, IF you DO want to get good with video marketing to the extent that it drives profits for your business, you’ll have to go deep, deep, deep. These days, getting lots of traffic, leads and sales via the video medium will require a lot of your time. There’s a learning curve, and it’s only getting more competitive.

So where does that leave people like me and you who aren’t and likely won’t be video marketing experts?
 

How To Use Video Effectively Even If You’re Not A Video Marketing Expert

 
I’m not choosing to go deep, deep, deep with video, but I don’t want to completely abandon video altogether. I think there is a lot of value in using video. A lot! In particular, for building those valued relationships I spoke of in the first paragraph.

The way I’ve determined to make video go a LONG way when you’re not diving down 20,000 leagues under the sea, or studying from the latest video marketing guru course that you payed $500 for, or spending all day long cracking the YouTube code, is to make all your videos personal.

Here’s what I mean when I say “Make all your videos personal.” I’ll give you a personal example.

Before I give you an example, let me tell you what personal IS NOT.

  • Making generic “9 Ways To Find Your Unique Selling Proposition” talking head videos won’t do it.
  • Creating video tutorials that explain “How To Optimize Your Google Plus Profile” isn’t going to cut it either.
  • Doing low quality “rinse and repeat” videos to game the search engines won’t make the grade either.

I’m not saying there isn’t any value in doing above. There might be a time and there certainly might be place for it. I just don’t feel it’s best for building relationships.

Keep in mind that once you build enough relationships, you might actually have people who regularly tune into your content. That’s when you might consider making more of the aforementioned videos if you see there’s a need for it.
 

Quick Example To Demonstrate My Point

 
I joined a group called Brave New Year by Chris Brogan. There are some really great people in that community. I will be active with this group. My intention is to share the value we all bring to the table. I want to have those people into my dining room. I want them to know who I am. So what do I do?

I made a video message JUST FOR THEM.

When I did, I found that I received a few optins to my newsletter from the members. I got comments on the video. Some other people even followed suite and made a video too. I was recognized, appreciated and as a result, I’ve made an initial impression. I’ve added to my presence.

This took a total of 30 minutes, and I’m positive the more I do these short videos, I can shave that down to 20. There’s nothing technical or difficult with making these videos. Simply point and shoot.

I’m going to do this for several other individuals that I want to meet and be noticed by. Likewise, there are other groups I will seek to participate in and I’ll use this personalized video as part of my strategy.
 

So Here’s The Big Take-Away For How To Use Video Effectively …

 
…even if you’re not a video marketing expert.

Make all your videos this year for just one person, or one group of people.

That’s all. Nothing fancy.

I think that’s how to use video effectively in 2013. One way to keep up a video routine, and have it make an impact, is to make video for specific groups of people, or just one person.

What do you think? Have you tried it? Did it work? Leave your comments below. If you like this post, subscribe to my newsletter, and you’ll get this kind of thing regularly. Join the email list here.

Have A Bigger Goal

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Soccer Goal with net in grassy field
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I know a lot of you are hurting out there. Financially speaking, you likely have had better days. Maybe you’ve been out of work for a long period of time. Maybe the savings – if there ever was any – is now depleted. I know how that feels. It’s rough.

Money tensions impact a lot things. Sometimes financial problems cause us to make deals with the devil. Don’t do it. Once you sell your soul it’s nearly impossible to buy it back.

There’s nothing wrong with “make money online” opportunities (unless there are). If you don’t know where to start, that’s usually where people start.

There’s nothing wrong with network marketing (i.e. Amway) either. It’s a great business for – as Rich Dad says – people who like helping people get to the “I” side of the quadrant, which is the side where your money will work hard for you.

But if, for example, the first you do is make a list of all your friends and family and try and recruit them into signing up with you, then you might feel icky. And feeling icky isn’t good business. Pounding people over the head with your “deal” isn’t going to help your situation. You’ll just be “that guy.” When they see you coming they will run.

So whatever it is you’re doing – and I understand that you feel you have to do something – here’s a tip I wish I would have internalized much sooner.
 

Have a bigger goal.

 
Have a reason to care that reaches beyond you or your product or the company you and your product might be associated with.  I like what Simon Sinek says, “People don’t buy what you do, they buy why you do it.”

And there’s the trick. Make it something you actually care about. Make it something other people actually care about. Make it something others are already pursuing, and you just happen to be pursuing it too.

If you can find a group of people, a tribe, that is going after a common goal then your effort becomes more about participating in a dialogue with the others, and less about marketing. This is a good thing. I don’t know anyone who wants to receive more marketing messages.

The better you are at serving that common/shared goal, the more likely your tribe will turn to you when they need to buy that something you sell. Why? Because you were there BEFORE the sale. They trust you.

What do you think? Make sense?

7 ELEMENTS OF A HIGH CONVERTING MARKETING FUNNEL

Your marketing process is a funnel. Fresh prospects come in at the top and happy customers leave through the bottom. Your goal is to maximize the number you attract at the top as leads and convert as customers. I will show you how.

Subscribe here.

10 Blog And Email “Topics” You Can Use Now

Don’t know about you, but “topics” work for me.

Here are some email “topics” to help keep you on track for when you follow up with the folks on your email list. These can work for blog posts too.

1. Tell a story

2. Make a check list of 5-7 things they’re doing wrong

3. Q & A (pose a question, then answer it, with your product being the solution

4. Testimonial email. Show a testimonial then answer it as if it was a question

5. Checklist of stuff they can do to improve their situation (philosophical & common sense type stuff, not hard teaching)

6. Talk about the news/current events (check MSN or Yahoo news each day (they all often have great teaser headlines)

7. Quote an authority and then riff off that (i.e. so and so says xyz, blah blah blah, here’s what I think…)

8. Inspirational/motivational email (these can be especially powerful if done correctly)

9. Answer a common objection

10. Disqualify the competition (pick something a competitor does, then show why it’s wrong, just don’t name any specific names)

Finally, don’t hard teach.

Soft teach instead. Be inspiring. Tell them what to do not how to do it.

That ought to give you enough to think about to get started if you’re stuck.

7 ELEMENTS OF A HIGH CONVERTING MARKETING FUNNEL

Your marketing process is a funnel. Fresh prospects come in at the top and happy customers leave through the bottom. Your goal is to maximize the number you attract at the top as leads and convert as customers. I will show you how.

Subscribe here.