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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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Here's proof that new media works
Last of a two-part series
LAST week, I gave you a prime example of how to market with new media. From research I did back in March 2006, I predicted that Kent Nichols and Douglas Sarine from AskANinja.com would prove that new media is one of the most powerful ways to build a massive (and active) list.
Here's a quick update on how they're doing, and what you can learn about online marketing with new media and online persuasion from their efforts over the last year. Since starting out last year AskANinja has:
» Redesigned its Web site for a cleaner user interface.
This focuses the first-time visitor on what's most important - emotionally connecting the visitor with the Ninja, and getting them to join the membership side.
» Added a free and very active membership area.
This builds a sense of community and creates an atmosphere where social proof is built up around the AskANinja brand. Of course, it also creates a fully segmented prospect list as well, and that's the part that should really be of strong interest to you.
» Created the Ninja Mart Store.
At the Ninja Mart online store, T-shirts and other products are offered to visitors and members. The store is designed to deepen the bond with the AskANinja community, strengthen the connection with the brand and, of course, make it easier to later step-up members and regular viewers into bigger-ticket purchases.
» Released their first DVD, which brings together past episodes of the AskANinja series.
Why would anyone pay for something they can get for free? Convenience!
All the time-consuming searching, organizing and downloading in multiple formats has been done for the customer. Kent and Doug know how, where, and why their customers watch episodes, and they give them all they want in one simple package.
In terms of traffic (all generated for free) coming from this new-media marketing effort, the most recent installment of AskANinja that I looked at had 94,004 views, just 10 days after being posted. And, every view promotes their new DVD!
Previous to the release of the DVD, the promo that was embedded in each episode just as powerfully (and effectively) influenced people to go the Ninja Mart Store.
This is an awesome example of how new media can turn prospects into paying customers.
I know we all don't have comedy shows and DVDs to sell, but if you can build a huge and growing prospect list by using new media, you also will be able to capitalize on its other aspects, many, many times faster and more efficiently than old media marketing.
John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.