Weekend Reading: Free White Paper for Web 3.0 and Customer Centric Internet Platforms

I published this white paper to outline the definition of Web 3.0 which resembles a customer centric approach on internet platforms.

Here is an excerpt from the Table of Contents:

Step 1: Attracting (the right) people to your website ………………………………………………………….. 6
1.1 Speaking to over 2 billion prospects …………………………………………………………………… 6
1.2 Social Media Marketing……………………………………………………………………………………….. 6
1.2.1 Facebook …………………………………………………………………………………………………… 6
1.2.2 LinkedIn ……………………………………………………………………………………………………. 7
1.2.3 Twitter ……………………………………………………………………………………………………… 8
1.3 Corporate Online Reputation Management ……………………………………………………………….. 9
1.4 Search Engine Optimization …………………………………………………………………………………10
1.4.1 The technical aspect …………………………………………………………………………………….10
1.4.2 The Keywords and Content …………………………………………………………………………….10
1.4.3 Your Competition …………………………………………………………………………………………11
1.4.4 Mobile Search Placement ……………………………………………………………………………….11
1.5 Email Marketing ……………………………………………………………………………………………….11
1.6. Mobile Marketing ……………………………………………………………………………………………..12
1.7 Search Engine Marketing & Paid Inclusion………………………………………………………………..12
1.8 Offline Marketing and the internet …………………………………………………………………………13
1.8.1 Offline Advertising ……………………………………………………………………………………….13
1.8.2 Event Marketing ………………………………………………………………………………………….13
Step 2: Your Website…………………………………………………………………………………………………15
2.1 Advanced Web & User Interface Design …………………………………………………………………..15
2.1.1 Accessibility ……………………………………………………………………………………………….15
2.1.2 Mobile Devices ……………………………………………………………………………………………16
2.1.3 Navigation and Menus …………………………………………………………………………………..17
2.1.4 Search Ability on your site ……………………………………………………………………………..17
2.2 User Experience ……………………………………………………………………………………………….18
2.3 Web Analytics ………………………………………………………………………………………………….18
2.4 Proactive Website Visitor Engagement…………………………………………………………………….19
2.5 Corporate Blogging ……………………………………………………………………………………………19
2.6 The Community Aspect of Your Website ………………………………………………………………….19
Step 3: Your Customer Relationship and Knowledge Management ………………………………………….20
Step 4: The Community Metric in your Strategy ………………………………………………………………..21
Free Market Research ……………………………………………………………………………………………..21
Improving Your Products & Services (crowdsourcing) ………………………………………………………22

Have fun reading over the weekend and make sure to call me on Monday to call so that we can make YOU a digital economy leader

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BOOK MONDAY: Taking your business from local to global for a few thousand bucks

Remember how last week I told you about website analytics? And the week before that about diversifying operational risk through web campaigns?

While we go through the chapters of my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ) please keep in mind that you will not be able to achieve web leadership if you don’t combine all instruments I mention herein.

Every single one is important, yes. But only the combination of all of them alike will bring you the success your competitors are having.

Let’s move on to todays chapter, which is called “Taking your business from local to global for a few thousand bucks”:

Fifteen years ago it was mandatory to set up physical shop if you wanted to expand your business to another country; heck, even if you wanted to do business in another city or state.

You as a business owner are blessed with this situation in the current technological era.

And I say this in reference to the fact that you have the internet as a global and most cost-efficient market place, giving you access to 1.2 billion potential customers worldwide.

You further have the friendly logistic professionals in their purple/orange, brown, or yellow cars and planes who will bring your goods to any given destination on earth – if need be within 24 hours, sometimes even less than that. And that’s not all.

So what’s involved when taking your business international?

As I pointed out earlier you really have to sit down and do your homework.

For instance: different countries have different laws and legal issues, which can easily break your neck. Yes, I mean break your neck.

So figuring out whether you are allowed to export/ship your goods to the country you’re targeting is really helpful to know.

Another, probably the primary factor, is that you have to attract business in this country. Since you have decided to set up shop without a physical shop, we have to raise awareness of your products otherwise.

This can be most easily done through direct or indirect search engine optimization (SEO) campaigns.

While a direct SEO campaign will involve the translation of your complete website and the services and widgets it may include, an indirect SEO campaign will try to attract new customers or prospects to your services via so called link bait.

Let’s take an example: your website is available in the languages English and Spanish and you target the US domestic market with its 300 million citizens, a majority of those being potential customers to your business.

Beside that you are already reaching out to a significant part of the world’s population because those two are the most spoken languages.

Naturally though, hardly anyone from a country with a dominant language, for instance France, will submit their searches to Google in English or Spanish but in French, even though they speak English and/or Spanish fluently.

So what you do is an analysis of this countries habit in reference to entering search terms.

After having ascertained the results from this study, you will most likely want to go ahead and create bits and pieces of bait on the internet.

In our example these will be terms searched for by the world’s French speaking population.

So when someone submits a search query to Google in French, they will wind up not directly on your website, but on a website you have put bait on and which has a link – let’s call it the hook – back to your website.

This way, you’ll be able to attract this specific person to your website, products, or services in your native language without having to go through the hassle of translating your online presentation entirely, but can just profit from an indirect SEO campaign.

By taking this approach and only translating to the most dominant languages (as the buying power of these countries inhabitants will be higher), you’ll reach Europe’s 500+ million citizens and pretty much the rest of the world.

If you want to find out how you can make this plan happen for your organization please don’t hesitate to buy my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ) where you will find out how you can analytize the current situation and make the right decisions.

Next week we’re going to move on my favorite chapter, “learning marketing from the porn industry”. That one is so exciting because the sleazy people really know their stuff when it comes to web marketing. So stay tuned people and make sure to tell your friends about me!