Unlock Your Marketing Genius to Make Money Online

This is a guest post by Leo Dimilo who has been an online marketer for over a decade and has quietly been earning a living online.

I am a marketer that also happens to blog. I guess you could call me a “cross-over” hybrid because I want you to know that there is a huge difference between being a blogger and being an internet marketer.

Bloggers blog, Internet Marketers make money online. We use the same tools, for the most part, but the big difference is that online marketers make money more easily with less traffic and less work.

In this article, I am going to show you some tips on how to implement common marketing strategies for those of you who aspire to blog for a living. But first, let’s look at the differences between digital marketing and blogging.

Online Marketers

  • Focus primarily on search engine traffic. In other words, a lot of what they do and their success depends primarily on how good they are at digging deep into long tail keywords that have some traffic volume and still are somewhat “untapped”, competition wise. They take these long tails and build pages or websites and funnel the traffic to their offer.
  • They are also not concerned with volumes of traffic, they want conversions and sales This goes hand in hand with keyword research. Most marketers realize that there are some conversations or keywords that will convert and others that won’t convert at all within the market. Their success hinges on finding those that do. Think highly targeted keywords and conversations that are there solely to drive a certain type of visitor.
  • The page that visitors land on have one directive (usually). – This is typically joining a list or a product. The link or form is usually above the fold and in a place where it gets noticed first. I say usually because in some cases, marketers will use a “review” type page in which they review several products.
  • They typically don’t go after the social market because the “need” or “want” can’t clearly be defined. This is a biggie that defines the difference between a blogger and a marketer and explains why making money online blogging is so difficult to the casual blogger even when they are getting a lot of traffic.

Bloggers

  • Focus on primarily social traffic. Traffic from other blogs within the niche….traffic from social bookmarking sites and other Web 2.0 properties. Usually, the traffic is reciprocated by other blogs whom the blogger commented on. The traffic they get (as well as relatively meaningless metrics like RSS numbers) is targeted in the most general of ways, making monetization a challenge.
  • When monetization happens, it is usually regulated to the sidebar. I am not talking about Adsense (although I will explain why Adsense on a social blog is NOT a good thing later). I am talking about the typical ad boxes you see on the site in which the blogger promotes hosting/membership sites/opt-in boxes, etc.
  • Most bloggers treat SEO as an afterthought. Keyword research tends to get in the way for most bloggers because they are more writers than anything else. Plus, considering that most bloggers spend hours writing and visiting similar blogs, they simply don’t have time to do it.

Those are the most basic differences between an online marketer and a blogger. So how can YOU, blogger hoping to make money through writing, use these things to you benefit?

Social Traffic doesn’t convert well, but it does convert sometimes.

The problem with social traffic is that in a way, your “readers” are going to develop ad blindness eventually and are usually reading your blog without a buying intention. That is a problem and something that can be addressed.

The issue of course, is how do you monetize pages without aggravating or alienating your readership?

And how do you decide which pages to monetize?

Let’s tackle the first issue. If you fear that you will alienate your readership with overt advertising, you can always choose pages that have fallen off your recent posts. In other words, the deeper pages will have a better chance of ranking anyway and less of a chance to bothering your readers.

As far as which pages, the answer is equally simple. The pages that are currently driving traffic to your website via the search engines. This can be done simply by doing a little analytical assessment to see which pages are getting found in search and what they are doing when they get there.

Match a product with the page. Make it above show above the fold and if it is an image, make it clickable. It will affect your overall bounce rate, but in the case of organic search visitors, most aren’t looking to join a readership. Most are looking for an answer to their problems.

Let’s address monetization methods.

Let’s face the facts here. That site wide sidebar in which you advertise across your entire network of posts is simply not effective.

Let’s look at placing opt-in forms on the sidebar. The average sign-up for something free via a list is under 1%. Compare this to 20+% for a capture page in which there was no other distractions on the page and you can see the reason why most internet marketers use them versus opt-in forms on the sidebar.

Now, I am not saying that you shouldn’t if you are building a list. What I am saying is that there are more effective ways to market your opt-in form.

Now, for the site wide ads. While it may seem like a good thing (more “eyes” on the pages to see your offer), there is a reason why you aren’t making sales….or at least the sales you should be making.

  1. Too many offers make for too many decisions and even worse, possible ad blindness. I have always said that if you are pushing products from eBay, you should stick to products from eBay and not try to intermingle too many offers. The same applies for the sidebar in which you have 2,3,4+ offers. One directive at a time is better, more measurable and you can actually see what is working and what isn’t.
  2. The offers aren’t targeted to your market AT THAT PRECISE TIME. While you may think that that hosting offer is perfectly targeted, chances are your social visitors aren’t looking for it at that moment. In other words, you may as well be posting any offer because the chances are the conversions will be the same.

In regards to the pages which are getting search engine traffic. Turn these into a CMS format. This will kill the side bar but will increase the chances of having the visitor click the link (assuming that the product you are offering is targeted enough.

If you are concerned about building a readership through organic search, you can always build a “best reads” section but place it below the fold. The reason is that the visitor who may actually become a fan will take the time to read your post. The visitor who is looking for a solution will more likely spend 5 seconds on your page and either click away or click your offer.

Does that make sense so far?

Now, I’m not saying that you shouldn’t have a side bar and advertise through your sidebar. But you need to understand that the reason why most marketers can make a good living on relatively little traffic is that each offer is targeted to meet the needs of the visitor at that precise time.

Blogging and making money with Adsense

I spoke briefly about how I think it is an absolute terrible idea to simply throw up Adsense ads (or any kind of contextual ads) onto your social blog. The reason is the same reason why I think that side wide ads, in most cases, aren’t worth the real estate you are using to display them.

Adsense traffic converts best when that one specific need is addressed at that particular time. This is typically achieved through organic search;

  • I have a skin tag….
  • I want to know how to remove it….
  • I Google how to remove a skin tag….
  • I click on a page that gives a hint at how to remove it with a link to an offer…
  • I click the link to the offer…

Compare this to a typical social blog that gets relatively small amounts of organic search traffic, so the offer is usually not pertinent to those who read the blog and you can see and understand the conundrum.

Use Adsense IF you are getting organic traffic that serves a particular need in which the payment for placement of the ad make it worth it. Better yet, if the ad are available to affiliates, become an affiliate and cut the middle man out.

Take a 2-3 day vacation from your blog and figure out what your market really wants.

Alright, now to put this plan into action. First up…..stop doing what you are currently doing (which is likely blogging for several hours a day) and figure out what conversations you can infiltrate.

Take a page from internet marketers.

You may THINK you know who your market is and what they want. But the proof (which is measurable) is in search behavior. And keywords (I prefer to call them conversations), will be your guide.

Spend a few days doing keyword research and use what you find to attempt to rank for those keywords.

Notice I say a few days. It is because it is simply not enough to take a look at the first keyword list Google gives you. You have to drill down.

  • Copy the keywords to an excel sheet…..
  • Drill down to long tail keywords……
  • Take a look at your competitors in the market that are ranking and crawl their site for potential keywords…..
  • Look at Google suggest to see what they think you may be looking at…..
  • Google the keywords and see who the top competitors are…..
  • Take note of what Google thinks you are about to type in when you are searching…

Voila! You have a list of keywords that you can start to format your posts around that may have some benefit to your social traffic and actually HAVE benefit to search traffic as well. The best of both worlds.

Visibility, aka getting traffic to your site, is important for both the blogger and the marketer online.

A blogger focuses on social traffic. The internet marketer focuses on search traffic. It is the reason why a marketer can make more money per month with a keyword phrase that gets 100 visitors a day than a blogger can make getting 100,000 visitors per month.

Sounds unbelievable, right? It isn’t.

Once again, not to hammer home the fact that social traffic isn’t responsible for sales, the difference is all in presentation of the offer and need.

So, does that mean that social traffic shouldn’t be monetized for your blog? Well, if you talk to most big businesses trying to wrap their head around social media, they would tell you that the metrics can’t be clearly defined.

But a blog is different. If you are truly building a fan base (and it isn’t just other bloggers reciprocating comments that you made) and if your “readers” respect you, then your social blog can actually make money by making offers.

There is a caveat to this though. One directive, one offer on the page where it is most relevant.

And that is pretty much it. Can a social blog intermingle with internet marketing? I think so. Personally, I think that us internet marketers could learn a lot from bloggers as well.

Tell me your thoughts.

What ways do you incorporate internet marketing strategies with blogging to make money online?

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Comments

  1. says

    Hey Leo, this article has opened me up to new ideas with SEO. Experts have told me that blogging is about social media and networking. It’s probably not either-or though. To create a successful blog with income and traffic, incorporating both aspects would probably be the most effective way compared to using only SEO or using only social media. Thanks for this as I will consider the tips that you’ve suggested here.
    .-= New from Hulbert My Brother Got Pulled Over by the Police – Part I Interview =-.

  2. says

    Thanks Hulbert. Social media does have its place. And it is especially true if you have a way to funnel that traffic into a way in which you can engage them on a different level than simply a blog format.

    But, from a traffic building perspective and solving a problem that the user is having RIGHT THEN, organic traffic is unbeatable.
    .-= New from Leo Dimilo Why I like Google Buzz…. =-.

  3. says

    I would definitely consider myself a internet marketer. I do have blogs that I focus on social traffic for, but search engines are the target for this blog.

    My main advertising is adsense at the moment, but I would love to eventually create my own product as I think there would be a good opportunity there.
    .-= New from Tom@Dog Kennels And Runs Dog Kennel Fence =-.

  4. says

    Spectacular comparison; best I’ve seen to date. I’ve been wanting to see something like this forever.

    I would like to make one point though. More and more bloggers are definitely getting the hint that SEO is very important. I read a ton of blogs, and many say how SE traffic trumps all else.

    I’m going to go blog this article, watch for the backlinks. ;)
    .-= New from Dennis Edell I am Unsubscribing From Your Blog – Again =-.

  5. says

    Very nicely written. I’m one of those who feels that adding too much SEO into my articles will mess up my writing style. However, I also do link back to many of my articles, so maybe after some time I might decide to go back and optimize an older article. Worth a shot, I figure.
    .-= New from Mitch What Do We Expect For Free? =-.

  6. says

    Really very fantastic article Leo. I like your point that you mentioned here that social media traffic does convert well. I was busy on SU since a long time, I even used to get good traffic from SU, but the traffic is somehow useless because bouncing rate is so high when traffic comes from such sites, so I prefer search engine traffic more, they are all targeted traffic.
    .-= New from chandan@work at home jobs Dofollow link building resource =-.

  7. says

    Haha, I like the “take a 2-3 day vacation to figure out what you want to do with your blog” advice. I would love to take a vacation except I am ADDICTED to blogging.

    Social sharing traffic is one thing I have not taken advantage of. I know I have a lot to learn from the best of the blogging community. Overall, a good post. I’ll be watching this blog. :)
    .-= New from Chris@best blogging sites The Best Blogging Sites and Platforms | Top Blog Sites =-.

  8. says

    I must be a hybrid as well – I started off in Internet Marketing – making my own products and selling others and now I blog as well. So from day one, I’ve concentrated on SEO for my blog.

    I blog most days and use that to share advice etc in the majority of cases or write reviews of tools/services I personally use or promote my own products.

    Must admit I’ve never really thought about the difference between blogging and Internet Marketing. I treat the whole thing as my on-line business.

    Andrew
    .-= New from Andrew @ Blogging Guide Search Engine Optimization Made Easy =-.

  9. says

    I guess it all comes down to two things doesn’t it, focus and promotion? Your own unique situation will dictate where to place both. But I agree that internet marketers have a lot to learn from bloggers, but some of us are trying to build blogs that focus on both social and search based traffic. Is that a fool’s errand?
    .-= New from Blog Angel a.k.a. Joella Blog Plagarism – Discourage, Detect & Respond To Content Theft (Part 1/3) =-.

  10. says

    @ Ari,

    Actually, in my defense, the article was edited. The original title was “how to unlock your marketing genius.”

    The reality is that getting good organic search placement in the right conversations is the best way to make money online…and unfortunately, most bloggers don’t understand how to infiltrate these conversations for even the potential of ranking.

    I also go into adsense placement (no good for social media) as well as one directive per page strategy (for more accurate testing measures). One of those may be about how to not make money online. The second is definitely a way to figure out what sells best and what doesn’t.
    .-= New from Leo Dimilo How to Improve Your Hubpages Earnings =-.

  11. says

    yup nice post i think making money online used to pretty much require you to have your own Web site, products to sell and some marketing savvy. But a new generation of dot-com have arisen that will pay you for what you know and who you know without you having to be a web designer or a marketing genius!!
    .-= New from SEO Company Organic SEO Techniques promise improved ranking =-.

  12. says

    Excellent job of comparison between the two, Leo. Those reasons you mentioned are exactly the reason I’m delving more and more into net marketing over blogging.

    Till then,

    Jean

  13. says

    I like that part of the article where it says online marketers focus on search engine traffic particularly “long tail keywords” from search engine traffic as compared to bloggers who go after social traffic.

    It’s interesting to know who makes the most money from the two: is it the one who markets after small amount of targeted traffic or the one who goes after volumes of general traffic..
    .-= New from Leonardo@SEO Specialist How To Promote Your New Personal Blog Site Or Business Website Effectively =-.

  14. says

    Hi Leo,
    What a truly accurate look at IM vs Social Blogging, many times, the two get so mixed up together and they are quite different animals. For me the main difference between my MMO blogs and my one social type blog is that on the social blog I really care about the readers, and take great care to provide a great deal of value, but on the MMO blogs that is not my main concern, ad placement, conversions, SEO, targeting buyers and the goal of making money is first and foremost, and content is just to support those goals.
    .-= New from JR @ Internet Marketing Website Speed Now A Definite Factor in Google Rankings and 12 Tools to Check Site Speed =-.

  15. says

    Finally one of the most honest reviews. I had read an article where social networking was taking over SEO, and wanted to scream. There is so much media on social networking, and while they certainly have their place in Internet Marketing, in my opinion, is not a long term marketing strategy.

    Everyone wants to figure out social networking sites, so the products and news is high now. But in every test, every conversion rate SEO has stood strong to earn money online.

  16. says

    Leo, I love the advice to take a 2-3 day vacation and figure out what your market really wants. To many people get so excited to get their site up and running that they miss this point completely. By skipping this you really almost set yourself up for failure before even starting. Spending a little time to create a solid plan plays a major role in how successful you’ll be online.
    .-= New from Eric@Wealthy Affiliate Review Wealthy Affiliate Price Increase Coming In June =-.

  17. says

    Well said! I have seen now adays most of the bloggers are not aware of what the niche market demands. They just start a blog on a typical wiered topic. Blogging is all about something new, fresh and the most importantly the original. One student in pakistan had a blog named Sizlopedia. He for the first time started a blog about Microsoft, Google & Apple. And i was amazed to learn that he made so much dollars that Google representatives themselves calls him Emperor Of Adsense in Pakistan. So my fellow bloggers, Bloggign is all about new ideas! Good Luck
    Alex just posted Internet Security Software Comparison and Reviews

  18. says

    Well said! I have seen now adays most of the bloggers are not aware of what the niche market demands. They just start a blog on a typical wiered topic. Blogging is all about something new, fresh and the most importantly the original. One student in pakistan had a blog named Sizlopedia. He for the first time started a blog about Microsoft, Google & Apple. And i was amazed to learn that he made so much dollars that Google representatives themselves calls him Emperor Of Adsense in Pakistan.
    So my fellow bloggers,
    Bloggign is all about new ideas! Good Luck
    Alex just posted Internet Security Software Comparison and Reviews

  19. says

    This is a great post and has so much detailed information, I agree that AdSense doesn’t work for blogs that get high referral and direct traffic and works better for blogs that get a very high amount of search traffic (75% or more traffic coming from searches). Even then you can just embed Google AdSense ads in say your top 20-30 search results which get the highest traffic.

    I have had little success with affiliate ad sales myself, and it takes more time to research, find an affiliate product, track its performance, cash out. So for me I just leave AdSense on my site, not really lazy, just would rather spend my time writing content than trying to sculpt an affiliate for each major post that gets traffic.
    Justin Germino just posted Create Clean Title Tag for your WordPress Posts

  20. says

    Leo
    That is a great article, I will need to read it again,
    The tip about changing the page that gets organic traffic, into CMS is worth giving a try!
    I think that blogging might be a great way to boost your other businesses, if the writer wants to monetize it. Link your powerful blog with your online business, grow your blog on a continuous basis respect your readers…and it happens when you write about what you truly like.

    once again – many thanks
    kindest regards
    Nicole

  21. says

    One of the internet marketing strategies that bloggers can use to increase their online sales is video marketing. Like in social blogging, videos can increase the bloggers ‘likability’, credibility, and influence. And this will help you achieve your monetization goals since people buy more from people or companies they like.

    Videos produced can be entertaining and informative at the same time. More bloggers can get started in telling their story through video marketing. Web videos can also help them improve their search ranking too.
    Video Production Bro, Matt White just posted Website Design Basics

  22. says

    I would love to use both channels for my blog SEO and Social Media as i feel they both can give you advantages but i would prefer social media first as it can give me awesome traffic from the first day i will open my blog but seo would take too much time to make things happen!