A while back I reviewed Internet Riches, Scott Fox’s first book. e-Riches 2.0: Next Generation Marketing Strategies for Making Millions Online is his most recent. With a strong focus on modern web 2.0 marketing tactics, this book has a much broader appeal than just first-time web entrepreneurs (although Scott has a great way of explaining things so that even the least web-savvy can still understand). Just a sampling of the topics:
- Email marketing
- RSS marketing
- Social media/social network marketing
- Blogging as a marketing tool
- Twitter marketing
- Web PR marketing
- Video marketing
- Affiliate marketing
It’s a surprisingly exhaustive list of topics, which is what gives the books an almost universal appeal. In particular, I found a few parts very interesting/helpful:
- There is a section on feed driven email, which I find to be an under-discussed topic. The fact that you can use any RSS feed (most likely published in blog form, but it could also be a Twitter feed or YouTube video feed or millions of other possibilities) and have it automatically converted into a newsletter and sent out is a powerful thing. Especially considering that services like Feedburner and Feedblitz do it for free. No cost, no load on your server, and no worries about “whitelisting” your email server with all the different mail services (something we spend a lot of time doing with Detailed Image). I have an upcoming project that’s going to rely heavily on this model.
- The Facebook/Twitter marketing sections I found to be interesting. Nothing earth shattering, but we’re planning to launch a big social networking campaign for DI in a few weeks (more to come) so it was good to have our strategy validated by someone else. Scott definitely has a solid approach to getting the most out of social networking.
- Regarding social bookmarking sites (Digg, Reddit, etc): “If you have extra time or staff to try to participate, social bookmarking sites can be useful for marketing purposes. They can send a load of traffic to your website. Unfortunately, the visitors that such rankings bring to our website are often semi-professional web surfers.” Couldn’t agree more. Digg users will crash your server and then move on to one of the other 250 sites they’ll visit and leave that day. You have to have something REALLY unique for social bookmarking to work…in which case it’ll happen anyway without you spending time trying to game the Digg scoring system.
- The book introduced me to HARO (help a reporter out), a great PR tactic that I’ve never tried much of: become a quote source (help the reporter) instead of just spamming out press releases. Developing a relationship with a reporter is much easier/better that way. If and when you do have something newsworthy, you’ll have a real contact to email.
Bottom Line – who should read it and who shouldn’t?
If you’re approaching web marketing for the first time, I’d say this book is well worth your money. This includes both first time business owners and also long time entrepreneurs who are just getting started on the web. Scott has a very good perception of what is worth your time and what isn’t, and everything is geared toward the individual starting a business without a ton of money to spend.
Unless you’re an online marketing expert that does this stuff all day long (I’m not), the book is definitely worth a skim read. Like I did, you’ll probably pick up a handful of very helpful pointers that will make your time/money investment well worth it.