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Case Study Success Story #1: Keep Your Day Job...

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Case Study Success Story #1: Keep Your Day Job...
« on: May 26, 2010, 11:39:36 AM »
Getting Started for FREE... aka "Keep Your Day Job"

After nearly 5 years of work and thousands of dollars invested in products which have not yet fully panned out, I have FINALLY discovered a formula that works.  And the best news is that it costs nothing to get started. (Sorry Jon) :-)

Please understand that I am a HUGE fan of Jon's products and am the proud owner of many of them and will explain them in future case studies, but what I really want to do is help anyone who is interested in "How to get started for Free."

But, before I explain the process, let me give you a brief background of how I got to this point.  

First of all, I DO NOT sell Internet Marketing products.  Like you, I am a customer who has read A LOT of sales pages and bought A LOT of tools and I simply wanted to get them to work.  Second, I am writing this because I have STRUGGLED for YEARS to get everything to work, and it FINALLY dawned on me what needed to be done, so I am writing it down for anyone to see.

Okay, a little bit about me:  my name is Richard Frederick and I am a Business Analysis / Project Management SME subject matter expert and I travel the U.S. training people like you how to be successful in their day jobs.

Years ago, when I started, my plan was to setup a web page and buy some Pay Per Click (PPC) advertising on the Google AdSense system to sell my classes.  One evening at a PTA function for my kids, I ran into two other parents who were both using Google - one was successful and the other was a total failure - and they were discussing the AdSense system while I was standing there and that was the beginning of my journey.  Simply put, what I learned was that if you don't know what you are doing, Google will BLEED you dry.  

So, instead of buying PPC, I decided to do some homework and I discovered what many of you already know which is that Google is in the business of AUCTIONING off KEYWORDS.  That KEYWORDS have a MARKET VALUE.  So what is a keyword? ANY WORD in the Google Index (which means EVERY word in print online).  When I started to research how much "words" were being auctioned for, I was SHOCKED at how much money Google makes PER CLICK.  $$$$$$$$  This means that I would pay Google for every click EVEN if I Sold NOTHING (this is an important concept to where I am leading you.)

This led me to my first Hypothesis about the web, namely, is it possible to attract traffic to a website WITHOUT paying Google? And the answer is a resounding YES.  So the next question was HOW? (The answer to this question is very important to our journey, so read it carefully)  

When I looked at the internet, I saw that there are basically two types of information: Short Shelf Life Information and Long Shelf Life Information
- SHORT SHELF LIFE Information is "here today, gone tomorrow." Any information that is TIME SENSITIVE DATA like News, or Journals on Blogs, or messages in Conferences.
- LONG SHELF LIFE Information is "here today, here tomorrow."  For example, REFERENCE DATA like Dictionarys, Glossaries, and Wikipedia.

When you read a lot of these SALES letters about Internet Traffic, they all try to make the case that you constantly NEED new content to RANK well.  That implies that Google only cares about information with a Short Shelf Life, but I wondered if you could get traffic with a site full of information that did not change often, a site with content that has a Long Shelf Life and the answer is a resounding YES.  To validate my hypothesis, I created a reference site (pm-essentials.com) which started out as nothing more than a 3000 word glossary of Business Analysis and Project Management terms and what I have learned is still AMAZING.

First, I do ZERO advertising for the site and I get HUNDREDS of UNIQUE visitors every day.  Second, even more amazing is that these visitors are from ALL OVER THE WORLD and they find me even though practically NONE OF MY PAGES are RANKED on the GOOGLE Page 1 Results page.

What? You mean that you can get traffic from ALL OVER THE WORLD with a website that has NO PAGERANK?  YEP!!!!  I am still amazed, but not surprised. (Later on, much of what I found out was confirmed in Jon Leger's outstanding report called Search Engine Myths Exposed.)

Now let me explain that most people ARE NOT going to setup a 3000 word glossary, and I was also using a specialized hosting company, so I began to rethink my process.  After conferring with many of my stakeholders (students), I realized that I needed to identify a solution that met some key requirements:
- The solution shall be easy (EZ) to setup,
- The solution shall be easy to maintain,
- The solution shall help the stakeholder develop their "CAREER" (aka their Day Job).

What occured to me was that many people are not exactly excited about "Internet Marketing," but everyone I work with is very interested in their own CAREER DEVELOPMENT, and that is the key to the SUCCESS STORY I'm about to explain right now.

====================
"Keep Your Day Job"
====================

1. A first step is to use 3 free tools to begin to DEVELOP YOUR CAREER.
2. The 3 Free Tools you must setup in this order:
- A free LinkedIn Profile (linkedin.com) which will be your "home page,"
- A free WordPress Blog (wordpress.com) which will be embedded into your LinkedIn Profile,
- A free EzineArticles (ezinearticles.com) account which you will use to begin to build your credibility on LinkedIn.

Let me explain how this works:

LinkedIn is a free Business to Business (B2B) Networking Site that allows its users to setup a unique profile (aka History of Accomplishment) which can be published to the web.  For example  (linkedin.com/in/rfrederick) is my UNIQUE homepage.  It costs me NOTHING to support, no hosting fees, no domain name registration, etc...  I set it up one time and leave it alone.

Once you setup your linkedin profile, LinkedIn provides you with a URL like the one above which you can publish ANYWHERE on the internet and when someone clicks on it, they are brought to your LinkedIn home page. (I will explain why this is important in a moment.)

Wordpress is a Blog which allows you to STORE and ORGANIZE CONTENT.  Even though most people use a blog for SHORT SHELF LIFE information, you can ALSO use it for LONG SHELF LIFE information, such as a GLOSSARY of terms. (Again, I will explain this in a moment.)

EzineArticles is an RSS Server that PROPOGATES (spreads) information through the web to publishers who SUBSCRIBE to articles.  On EzineArticles, you will ESTABLISH yourself as a subject matter EXPERT about your job, and use your LinkedIn profile to CONFIRM your expertise.  

So now, let me put the pieces together.  

The plan is to setup a Profile on LinkedIn and use Wordpress to store a Glossary of terms about YOUR job, then Re-Publish those terms on EzineArticles with one Link Back to your LinkedIn Profiles (which VALIDATES your expertise) and another link to ANY PRODUCT or SERVICE you RECOMMEND. (I will explain that in more detail in Success Story Case Study #2).  First, just get everything SETUP.

Once you have the first three sites up and running, you want to make sure that everything always points back to your LinkedIn Page.  

So HOW DOES THIS MAKE MONEY?  Great question.  First, you won't make money immediately, but eventually, you will once you fully understand the approach.

Ultimately, you are going to ESTABLISH yourself as a TRUSTED EXPERT who RECOMMENDS other peoples products.  The way to establish yourself as an expert is to setup a website and write about your job.  That is what many Internet Marketing gurus do, they have a blog site, and they write about INTERNET MARKETING, and then they sell or refer Internet Marketing tools to people like us who are wanting to get rich through Internet Marketing by becoming Internet Marketing gurus. (See the loop?)

However, let us be honest, not everyone can make it as an Internet Marketing guru.  The good news is that you don't have to.  You can use their tools and techniques to make money for yourself without becoming an internet marketer.

Instead, you are going to use your blog site to write about your current job title. Basically, you are going to show the world that you are already an expert in your DAY JOB.  Specifically, you are going to create a Glossary (Taxonomy) REFERENCE site about how your job works (aka the KEYWORDS about your job), and you are going to MONETIZE the blog with Adsense, and use EzineArticles to sell Affiliate Products.

What? You think you have the most boring job in the world and that no one would be interested?  Think again.

You would be AMAZED at the terms people search for on a WORLD WIDE basis.  I learned this first hand when I created a Glossary of Project Management KEYWORDS.  Are you yawning yet? :-)  Nothing is more boring than a glossary and yet, I get an enormous of traffic from these words.  Unfortunately, I am paying for hosting, but if I had to do it over, I would have simply used a Wordpress Blog. (Now you know.)

As for the LinkedIn Profile, on LinkedIn, other members can recommend you which helps to develop your CREDIBILITY as an EXPERT.  Anyway, it costs you NOTHING to setup.

EzineArticles is what you will use to learn the process, test this concept out and to drive traffic to your LinkedIn profile.  This will help you master the art of ARTICLE MARKETING which I will explain in Success Story Case Study #2.

Thanks for your time, please feel free to contact me with any questions:

Richard

Richard Frederick, PMP, MCP
{snip: Please keep your personal links in your signature.}
« Last Edit: May 26, 2010, 11:50:47 AM by Jonathan Leger »

Offline Jonathan Leger

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Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #1 on: May 26, 2010, 01:32:50 PM »
You'll need to make 5 posts before you can update your signature.  It's to prevent spammers from creating accounts just to generate links from JLForums.com.

Jon

Offline PLS

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #2 on: July 05, 2010, 05:29:27 AM »
Richard,

Solid advice here I will implement today. I have a site based on careers with purpose that will benefit from your suggested approach nicely.  My coming signature will clarify exactly what that site name is so that I can receive the benefit suggested by Jon as to signatures in forums. 

Onward with purpose,
Chaplain Paul Slater

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #3 on: July 07, 2010, 04:30:42 AM »
Good stuff Richard,

I have a business consulting site and LinkedIn profile. Both in need of work! Your experience is most valuable and gives me encouragement.

Sadly, I gave up the day job some time ago!! Haa.

Another Richard

Offline snm

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Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #4 on: July 07, 2010, 05:21:03 AM »
I sell consultancy through the web and online prospects are my only way to get clients some of whom live just a few blocks away.

I have a one-page sales letter style site and links through 3wl.

I am on the top 5 of G for most keywords that matter and my site visitors stick longer than usual.

I have met success after several sets of unsatisfactory results from many different tests over the last 7 years.

Richard's plan is good but I doubt if you can get the necessary professional respect with a free site. Moreover traffic is one thing, adsense earnings are another. Also EZA doesn't allow affiliate link on content; so you need to redirect and own a domain and site and then all the rigmarole.

I couldn't get a clue on embedding wordpress blog in linkedin. Is it frames, layer or simply an anchor text link or parsed rss content? I have no idea.


Richards has finally come to IM from Project Management too. Otherwise he wouldn't be in this forum.

Regards
SNM

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #5 on: July 13, 2010, 05:17:34 PM »
I've been on LinkedIn for a while now, but never thought to use it like that. Interesting concept. I may go through the process and see what happens. Looking forward to reading Case #2.

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #6 on: August 05, 2010, 02:36:41 AM »
Richard,

may I just tell you what I think about you ? You are a Genius !!!  ;)

I'm in IM but never thought of such approach ! The idea of linking to your Linkedin profile is great because, as you say, it gives the idea of professionalism.
Thank you for your input. Actually I'm wondering... How couldn't I think about it before !

linus

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #7 on: October 05, 2010, 07:14:06 AM »
"Richard's plan is good but I doubt if you can get the necessary professional respect with a free site. Moreover traffic is one thing, adsense earnings are another. Also EZA doesn't allow affiliate link on content; so you need to redirect and own a domain and site and then all the rigmarole.

I couldn't get a clue on embedding wordpress blog in linkedin. Is it frames, layer or simply an anchor text link or parsed rss content? I have no idea."


As a reply to these comments, I would have to respectfully disagree with SNM.  Here's why:

1. Getting Professional respect with a free site: My LinkedIn profile is free and I have nearly 60 recommendations from professionals around the country who have directly benefited from my training, so you can EARN RESPECT using a free site.

2. My solution is NOT about Adsense earnings, but rather about Article Marketing and Career Development.

3. For the purposes of Article Marketing, EzineArticles has an author box which can you use to re-direct the reader to an affiliate site of your choosing.

4. If you have a LinkedIn profile, there are many free applications which are designed to enhance that profile. Wordpress is a blogging tool which is can be embedded into your profile directly from the LinkedIn system.  Because it is Wordpress, the actual Wordpress site can then be customized with a large number of style sheets to create whatever image you would like.

Thanks,

Richard Frederick

Offline snm

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Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #8 on: October 05, 2010, 08:29:03 AM »
Richard,

Thanks for the response.

We are still looking forward to your second installment.

I find the following:

Quote

Affiliate links will be allowed if the link is a domain name you own which forward/redirects to the affiliate link from the top-level of the domain name.

Unquote

in EZA Editorial Guidelines, which mean you still need to buy a domain name.

This is exactly what I had meant.


By embedding, do you mean linking out with anchor texts? I do not see any such embedding on your own profile too. Can you refer us to an example?

Regards
SNM

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #9 on: October 06, 2010, 09:38:00 AM »
To answer the question regarding EzineArticles (EZA):

1. As far as I can tell, EZA allows authors to point to their blogsite.  I have found many authors do not have a hosted domain, just a blogsite.  I suspect the word "own the domain" is somewhat misleading.  In effect, I own my domain...(rfrederickpmp.wordpress.com) even though I don't "pay for it."

2. I suspect that EZA does not want an author directly promoting a "third party" affiliate link from inside EZA, but that does not preclude you from using EZA to drive traffic to a blogsite which does allow you to promote a "third party" affiliate link.


To answer the question about using a Wordpress Blog:

1. On your LinkedIn profile is the ability to "embed" applications such as WordPress, or Slideshare, or TripIt, etc directly into your LinkedIn Profile.

2. Through the LinkedIn service, I have setup a WordPress blog which I use to host articles (aka "blog posts"). 

3. On these articles/posts I use two links; the first one has keywords identifying me as a "Subject Matter Expert" and points to my LinkedIn Profile, the second link points to the affiliate site I am promoting.

Hope this helps.

Richard Frederick

P.S. The strategy here is to use free sites to develop your career (aka Day Job) and then do ARTICLE Marketing.  Again, at a minimum, you can setup everything with LinkedIn and WordPress.  Then you can use EZA to drive traffic to your blogsite.


Offline PLS

Re: Case Study Success Story #1: Keep Your Day Job...
« Reply #10 on: October 27, 2010, 05:35:57 AM »
I returned to this Case Study and realized I had not completed my LinkIn profile info so will continue to work on that.  Hopefully you are ready to finish Success Story Case Study #2.  At least for both of us, we have been to this forum in October of 2010, so very slow progress is being made.

Onward with purpose,
Chaplain Paul Slater