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