Work from Home News

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.

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.

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 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.

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.

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.

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 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.

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).

• work from home

Related posts:

1. Work from Home News 4
2. Work­ing from Home News
3. Work­ing from Home News
4. Work­ing from Home
5. Socal Media Mar­ket­ing — Your Busi­ness on CNN

Tags: ABC, BBC, Bianca Gubalke, British Broadcasting Corporation, CNN, Google, Multi Level Marketing Networks, Online Publishing, social networks, The New York Times, Work from Home, Work from Home News, Working from Home, Working from Home News, Yorgo Nestoridis, YORGOO Publishing, Zo Nicholas

This entry was posted on May 25, 2011 at 9:49 am and is filed under Bianca Gubalke, Marketing, Publishing, Work from Home News, Working from Home News, Yorgo Nestoridis, Zo Nicholas. You can follow any responses to this entry through the RSS 2.0 feed.