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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
Set U p Y o u T u b e P ageSet U p F a c e b o o k Page
Set Up Twit ter Page
C h o o s e E x p er t i se
Exc itement!
Googl e Keywor d Tool
B u y H o s t i n g
Buy D o m a i n
Word Pr ess
Templ ateO p t i n F o r m
Optin Box
Fr ee Hook Doubl e Optin
To Impl
ementation Stage
To S o c i a l M e d i a S et Up
Set Up LinkedIn Page Set Up Pinter est Page
Str ategy
L y n c h p i n Q u a l i t y
Objecti
ve
Subject
Real Power
T i p s ! ! P i c t u r e s
Best Bl ogs
S c h e d u l e T i t l e s
Length
So c i a l M e d i a P o s t s
Purpo
seSoci
al Media Mar ket ing A l e r t s
Y o u T u b e Resul ts
Video
Marketing Your Expertise Learning GuideComplete Navigation from Set Up through Implementation.
1
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
• Minimum;aninterestinaspecificareaofexpertise.• Mid-level; you’vegotsomeexistingknowledgeaboutthat
particulararea.• Ideal;youtrulyareanexpertinthatparticulararea,but
haveyettobediscovered.
Ifyouarenotanexpert,allyouhavetodoisbeinterestedandwilling to research that particular area. I learned thatyoucanbecomeanexpertinlessthanamonthonjustaboutany subject, if you have access to the rightmaterials. TheInternetprovidesaccesstotherightmaterialsforfree!
What Do You Want?
Have a day job, but want to freelance part time or full time?
Want to find a better job?
Want a job?
Want a raise?
Entrepreneur: Want to create or expand a consulting or information business?
Entrepreneur: Want to become a speaker, author, or famous in an industry?
Ready to put yourself into position as an expert in the minds of your public? You can acheive that easily and cheaply with the systems outlined in this guide.
Thissystemworksforanyonewhowantstoimprovetheirlifethroughtheacquisitionof informationandexpertise,helpothersandgetpaidforit.
Beingable to sell informationand/or expertise. isn’t justeBooksorcourses.Withthissystem,youcanbehighlypaidforconsultingorspeakingtolargegroupsonpeopleeagertolearnfromyou.
Or, it canbe just a temporary thingwhere someone callsandyougiveaone-hourcoachingconsultoverthephone.
2
Requirements
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
C h o o s e E x p er t i se
Excite
ment! Googl e Keywor d Tool
3
Crucial Step Alert!
ChooseyourExpertisewiththeFollowingCriteria,AttitudeandMarketResearchinMind;
•Promote your expertise in an area where people (especially businesses!)currentlyspendmoney.
• Choose something you’re excited about! •You don’t necessarily need to be excited about the thing that youareexpected tobeanexpert in, youneed tobeexcitedabout theapplication of that expertise.
• Makeyourchoicesbasedonsolidmarketresearch;chooseonlythoseareaswithsignificantkeywordsearchtraffic.• It’seasytogetstarted!PerformsomekeywordresearchwithGoogle’s keyword tool.• Ideal;youshouldnotefivetopicsthatregisteredover100,000searcheswithinthecurrentmonth.• Minimal;youshouldnotetentopicsthatregisteredover40,000to50,000.• Perhaps; Ifyou’venotedonehundredtopics,thatgiveyou3,000searches,thatmightwork...justthingstothinkabout
asyougothroughthiscrucialstepinthesystem.
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
B u y H o s t i ng
Buy D o m a i n
Wor d P
r essTempl ate
4
TheTechnicalStuff...MadeEasy!BuyaURL•Make your domain purchase (.com or .co ONLY, NO HOSTING); GoDaddy.com isrecommended.(Approximately$10togetyouaURLfor1year.)
•Chooseadomainnamewiththekeywordsyougatheredinyourareaofexpertise.It’sjusteasier,peopletendtoclickwhentheyseeadomainnamethatsoundslikewhatitisthattheywanttoknowtheinformationaboutit.
BuyHosting•Findaplace for yourwebsite to live (doesn’tneed tobe fancyor$$$);Bluehost isrecommended.(Approximately$5permonth.)
• Purchasehostservicesthathaveinstantapplicationinstallation;specifically,instantWordPress(Bluehostdoes).• Note:GivethesalesdepartmentacalltoconfirmthatthereisaoneclickinstallofWordPress.Or,lookforaprogramontheservercalled
Fantastico;allyoudoisclickitanditgoesoffanddoeseverythingandpromptsyouwhenyouareallloadedup.
InstallWordPress• InstallWordPress;Fiverr.comisrecommended.($5forsetup,themes,plug-ins,backlinksbonus,etc.)• Caution;OnceWordPressissetup,changeserverandblogpasswords.
InstallaTemplate• PaidTemplatesonly;StudioPress.comisrecommended(canbefoundonthefiverr.comsite,aswell).Manyoftheothertemplatesare
actuallycommittingfraud,ortheyareusingnefarioustacticstotrytogetlinksorsomethinglikethat.Justgobuyapaidtemplatefor$15to$35fromareputableplacegivesyouamuchmoresolid,muchmoresecureWordPressblog.
• DoingthiswillsetupWordPressandthetheme.Nowyoumightwantaheadergraphic;Fiverrisrecommended.So,whatyoudoatFiverrisyouhavepeopledoabaseprojectthenyougobacktothemandrequestadhocservices,asneeded.
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
InstallanOptinBox• Veryeasy—fillouttheformanditgivesyoualineofcodethatyou
plugintotheAWeberplug-in,whichmeansyoudohavetoinstallaplug-inonyourWordPresssite.
• Or,installtheWordPressplug-inonyoursiteandinsertthelineofcode.
• Or,getFiverr.comtodoitforyou—$5!
Optins=Options!
InstallanOptinForm•AnOptinfeaturesgivesyoutheabilitytocollectemailaddressesofpeoplewhowantmoreinformationaboutyourexpertise.
•Youcan’tjusthavethemgotoyourregularemail;thatcancreateahugeproblemlateron.So,youwillneedtosetupaseparateaccount.
•Setupanaccount;SafeAutoResponders.comismyrecommendation—myaffiliatelinktoAWeber.com.(Approximately$19permonthfor500people)Therearemanyservicestherethatyoucannotgetelsewhereandtheinstallationisveryeasy.(OrgetFiverr.comtosetupyourAWeberemailsubmitformontoyourWordPresssitefor$5)
O p t i n F o r mOpt
in Box
Fr ee Hook Doubl e Optin
SetUpYourInitialMessages• Set up your doubleoptinmessage (AWeber) so that it requires
peopletoactuallyconfirmthattheyoptedinsothatyoucangetthatback.
• Createyourfirstemail;awelcomemessage.• Lateron—informationposts
Don’tUnderestimatethePoweroftheFreeHook!• Ifyougiveawaysomethingfree,you’remorelikelytogetpeople
tooptin.• Course• Checklist• ShortConsultation
So far you have inveSted 5 to 10 hourS of your time, with $15 for three fiverr ServiceS;
1) Set up your wordpreSS, 2) put up a template and 3) put in an opt-in box.$15 + $60 (for the year) for your hoSting.
your total coSt iS only $75 right now!
Expense Summary
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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
Set U p Y o u T u b e PageSet U p F a c e b o o k Page
Set Up Twit ter Page Set Up LinkedIn Page Set Up Pinter est Page
• SetupaFacebookaccountforyourexpertiseonly.
• Addapictureofyourselffortheprofileimage.
• Addadescriptivecoverphoto(orcollageofphotos)tovisuallycommunicateyourexpertise.
• SetupaLinkedInaccountunderyourownnametoshowcaseyourprofessionalcontributionsandresume.
• IndicateyourcurrentpositionasPresidentofyourowncompany,evenifyou’vealreadygotanotherjob.
• SetupaYouTubeaccountforyourexpertiseonly.
• Ideal;putyourexpertiseastheloginname.(youmayneedtosetupaseparateGoogleaccentsoyou’vegotaloginthat’sseparatelikethat)
• SetupaPinterestaccountforyourexpertiseonly.
• YouaregoingtouseyournewTwitterorFacebooklogins.
• Checkoutpinincome.comformoreinformationonhowtoutilizePinteresttobuildyourbusiness.
Social Media Accounts
• SetupaTwitter accountforyourexpertiseonly.
• Addapictureofyourself.
• Labelaccountwithyourownnameorcombinationofyournameandexpertise.
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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
Sonowyoursetupisdonenow...what’snext?Let’swalkstep-by-stepthroughtheimplementationstage.Thisiswheretherealpowerofthisstrategyhappens;whereyourreputationgetsbuiltandmultipleopportunitiesbecomeyours.
• Inthisstage,youwilllearneverythingyouneedtoknowaboutputtingupregularblogpostsonyourparticularareaofexpertise.
• Togetmoretraffic,eachtimeyoumakeoneofthoseblogposts,youarealsopostingittoTwitter,Facebook,LinkedInandYouTube(ifthere’savideoassociatedwithit)andPinterest(ifthereisapicturetopin).
• Youarealsosendingoutanalerttotheemaillistthatyouarebuildingupwithyouropt-inbox,nomatterhowsmallinitially.
Str ategy
Regular Blog Posts
YouTube Videos
Email Optins
Opportunities
Social Media Posts
Alert To Email List
Reputation
Traffic
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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
Ly n c h p i n Q u a l i t y
Obje
ctive
Subjec
tReal Power
T i p s ! !TheLynchpin;Qualityblogpostsarethekeytowhetheryourstrategyworksoritdoesn’t!Ideal;5-7qualityblogpostsperweek|Minimal;3qualityblogpostsperweek
WhatistheObjectiveofMyBlogPost?Proveyourexpertise|Providehelfulinformation|Positionyourselfinthemarket
ButWhatWillIBlogAbout?• Techniquesthatwork• Weighinginoncontroversialmatters• Stories;relatedornot,butmakeapoint
Tip!Includeapictureineveryblogpost.• Easiertoread• Looksmoreprofessional•Makesthepost“pinable”onPinterest!
HowDoIAcquireRealPower?• Bewillingtoblogaboutwhateveryone
elseisthinking,butnotwillingtosay• Peoplerespectthosewholead• Inidentifyingandcallingoutwhatwillbe
bigorwhatwillbeamistake• “It’smyjobtofigureoutwhatyou’reall
swearingyou’llneverdo,thatyouwillallbedoinginayearortwo.”
~GaryVaynerchuck
Withyourimplementationstrategyintow,let’sroundthenextbendonyourmarketingexpertisejourney...BlogContent
• Commentaryonotherpeople’sarticles/blogposts• Industryevents• Trends(especiallyifstupidorshowpromise;beafuturist)• Actionsofmajorplayersintheindustry
RealPower(Inperspective)• Peoplewanttoseethatyou’remorethan
justadoer-thatyou’reathinker
RealPower(Incontroversy)• Peoplerespectpeoplewithstrongopinions
thatarewellthoughtout• Remember!Peopledon’thirepeoplewho
dothesameaseverybodyelse,theywantpeopletomakeadifference.
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Why?
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
P i c t u r es
Best Bl ogs
S c h e d u l e T i t l e s
Length
WhereAmIGoingtoFindGreatPictures?• Useyourownshots• Stockphotographysites(someaslowas$1each)• Creativecommonssites• Remember!Youcannotjustgograbsomething
fromGoogleImagesandputitintoyourblog.
HowDoIPoststheBestBlogs?• Userotatingimagesonthehomepage• Buildupanarchiveofproperlysized
picturestobeusedintherotation
CanIScheduleMyBlogstoPostAutomatically?• Yes!WordPresshasaschedulingfeaturethat
enablesyoutopublishinthefuture.• Imagine!Youcouldwriteallyourpostsinaday,
thensettopublishthemthroughoutthemonth.
DoINeedCleverTitlesOnAllPosts?• Ifbyclever,youmeanusingkeywords-Yes!• UsetheGoogleKeywordTool(mentioned
in‘Set-Up’)toensurethatthekeywordsthatpeopleareactuallyusingtosearchforinformationonyoursubjectareincludedinthetitleofyourblogspots.
IsThereASuggestedLengthforBlogPosts?• Writeuntilyouraredonecommunicating;stop!• Generalruleofthumbis500-800words,but
okaytowrite250or3000occassionally.(seefirstpointagain...knowwhenyouaredone.)
BlogNeed-To-Knows...
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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
So c i a l M e d i a P o s t s
Purp
ose
Social
Media Mar ket ing SocialMediaMarketingToolsandStrategiesEveryBloggerMustUse
So,thereyouare,postingallyourblogstoyoursocialmediasites,but...whatistherealpurposeofthisactivity?Howcanyoumakeitoneofyourbesttools?
WhatisthePurposeofPostingBlogstoSocialMediaSites?•Drawsmoreattentiontoyourposts•Buildsyoursocialmediafollowing(Youwantfollowers!)•Startstheconversationandrelationshipwithyouraudience
WhoDoesn’tWantanEffectiveMarketingTool?•Thinkofsocialmediaasoneofthebesttoolsinyourpouch.Howcanyouleveragethisforum?
•Structrueyourpoststogetpeopletowanttoclick,click,click...theyarealreadydoingalotofthatthere...makethemwanttoclickonyourcontent.
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©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
A l e r t s
Y o u T u b e
VideoAlerts?WhoAmIAlertingandAboutWhat?• Mostofthetimewhenyoupublishapost,youshouldbesendinganalerttoyouremail
listtoletthemknowthattheyshouldcomeandreadyournewcontent.• “Marketingcopy”(afewengagingwordsthatpromptthemtogocheckoutthecontent)• Remindthemofpastarticlesthatarestillrelevant/hottopics
AreYouSufferingFromBlogger’sVideophobia?(anewblogger’sfearofpostingvideo)• Videoisaveryimportantpartofcreatinganexpertimageinthemarketplace.Videois
professionalandpeoplejustlovethem!• Don’tholdbackoneverythingelsebecauseoflackofvideo,butgetvideofiguredout!It
istoyourgreatestadvantagetodoso.• Onceyou’vecompletedyourvideo,uploadittoYouTube• Embedthatvideointoyourblogpost
QuickVideoIdea;Writeyourblogpostandwhenyougetdone,turnonavideocameraandjustrestateinyourownwordsthepointsyoujustmadeinyourblogposttothecamera.Soyoucanuseawebcam,youcanuseacheaplittleKodakZIAkindofcameraoraplaytouch—usewhateveritisthatworksforyou.Youarenottryingtogethighqualityandgreatlightingandgreatsoundandeverythinghere,whatyouaretryingtodoisgetcontentoutthere.
ResultsFromYourVideoPosts• MoretraffictobothyourYouTubechannelandtoyourblog• Anothersocialmediaopportunity(lateron)• Greaterexpertpositioning
Resul ts
Email Optins
Opportunities
Reputation
Traffic
11
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
Resul ts
12
That’sthesystem!It’seasy,inexpensiveandithasareallygoodspeedofresults.Idowanttogiveyouacaution.Thisisnotgoingtohappenovernight.Youarenotgoingtobesuddenlyseen
asaworldexpertonthisparticularsubjectinaweekoramonth.Isuggestyougivethisatleastasixtotwelve
monthcommitmentwhereyousayI’mgoingtodoeverythingIcantogetthisexpertpositioningforsixtotwelve
months.I’mgoingtoposteverysingledaytomyblogorI’mgoingtopostthreetimesaweek;whateveritismake
acommitmentsothatyoucanbeabletoachievethisexpertpositioninginthemarketplace.
Gettheadditionalincomethatyouwantsothatyoucanbeabletowalkawayfromthemanandnotholdajobandbeabletoactuallyhavea
viableongoingexpertbasedbusinessthatcanpropelyouforyearsintothefuture.
Letmejustendbygivingyouonemorelayerontopofthisandthatis.Thereareotherstepsthatcankickyoutoanevenhigherleveland
greatlycontributetoyourexpertpositioning.
• Participateinguestblogging,whereyouaregoingouttootherblogsinyourspaceandyouarewritingarticlesspecificallyforthemthattheypostontheirblog,bringingtheiraudienceintoyourblogalso.
• Youaregoingtoholdsomewebinars,sogoinvestinawebinartool.Theyarequiteinexpensiveandperiodically(aboutonceamonthorso)holdawebinarwhereyoutalkaboutkeytrendsintheindustryandyouanswersomepeople’squestions.
©2012 Breakthrough Consulting, Inc. All rights reserved. Distribution strictly prohibited.
• YoumaynothavethatmanypeoplecomeontothembutrecordthewebinarandputthewebinarreplayuponyoursiteandputituponYouTube.
• Nowyouaregoingtoapplytospeakatconferences.Therearelotsofindustryconferencesouttherethatarealwayslookingforspeakers.Goaheadandletpeopleknowthatyouareinterestedinspeakingbyapplying!
• Youalsomaywanttostartwritingforindustrymagazinesandblogs.Mostindustrymagazinesaren’tgoingtopayyouanything,butthat’sgreatattentionandeverybodyrecognizeswhenyouwriteforthose.
• Considerbecominganactivecontributorintheforumsfocusedonyourareaofexpertise.LinkedInisagreatplaceforthis.
Thisworks.Istronglyrecommendyouconsiderdoingit.Dowhateverittakestorepositionyourselfasanexpertinthemarketplace.