Wednesday

Internet Marketing
Is Going To The Feeds



This change is permanent: Marketing your website without taking advantage
of
RSS feeds will be the biggest mistake you can make in 2006 and beyond.

Microsoft is unleashing a new OS (Vista) that will plug into the web via RSS
in a very profound way. If you haven't been keeping up on Vista (formerly
Longhorn) developments because you thought it was of no consequence to you
as a marketer, think twice.

Vista will revolutionize the way everyone syndicates their content and
markets their websites forever.

RSS is fast becoming the backbone of the web. Sites are organically
syndicating content around the web through RSS search engines like this one:
http://rssfeeds.contentdesk.com.

Feeds in RSS directories then get picked up by publishers looking for good
headline content for their sites.

The major search engines also pick up those feed listings and often discover
new sites and spider them faster than any other förm of content syndication
including articles and press releases!

How To Create A Feed For Your Site

First off, if you are not blogging, you need to. Every type of site
imaginable can produce a relevant blog with topics related to your main
content.

It doesn't matter if you simply sell furniture on your site - you need a
blog!

Imagination is all that is required to create a blog featuring the almighty
promotion power of an RSS feed. In the furniture example you can blog about
interior design and any number of topics.

Notice that the big sites (that were formerly simple shopping cart sites
with little content) are now putting up articles and blogging about the
topics surrounding their products.

They are not stupid. They know that creating content and feeding it around
the web is a major traffïc source and they've been switching to richer
content models for well over a year en masse.

Most any major shopping site you land on nowadays has rich content
somewhere
on the site. And they have a feed their visitors can subscribe
to and that
they can market with.

For the smaller mom and pop shop, a Wordpress blog is all you need to plug
into the RSS world and fill your site with rich content (not just product
descriptions and salës letters) that the engines are looking for, as well as
the major part of your market who want more information before making
purchases.

A review site is a very popular model. Lots of surfers want to read about
3rd party experiences with products before deciding on purchases.

Again, this model is not new and it is not an afterthought marketing ploy.
It is major business to the sites who have mastered the art of filling
direct salës sites and shopping cart-run sites with deep content.

With Microsoft Vista, all PC users are going to be able to detect feeds on
every site they visit and subscribe to those feeds.

Very soon the days of "Give me your email address and other private
information" will be a thing of the past.

Smart marketers are going to adopt the RSS information delivery model
because surfers will quickly begin to ignore email subscription forms while
looking for the simple and completely anonymous RSS subscription model.

So if you haven't started planning a marketing campaign utilizing RSS
delivery of newsletters and updates over email, you had better get started
understanding RSS and its eventual replacement of the traditional email
list.

Critical mass tolerance of sp@m and giving out email addresses has been
reached in all markets. Only in very tight niches in special circumstances
where there is instant trust and credibility conveyed by a site will you
find decent optín rates.

Everywhere else the optín rate for any kind of email notification list
is at
rock bottom. Add to that a dismal delivery ratio of emails due to
overzealous, catch-all sp@m filters from the ISP to the user level,
and the
writing is on the wall: email is on its way out as a viable tool
for a
successful marketing campaign.

The change is happening now and it will be permanent. RSS will eclipse
email
lists and it will be the new defacto method of content syndication
around
the web by the end of 2006.

Tracking what your RSS subscribers clíck on and do through your RSS
feeds is
the problem many geeks are working on now. We will soon have
more accurate
and more in-depth tracking available through RSS sub -
scription and
syndication than we currently have with email marketing.

Once marketers feel comfortable that they haven't lost any tracking ability
that we currently enjoy with email, the game will quickly accelerate into a
whole new type of competition for eyeballs. Watch also for a whole slew of
new marketing courses and materials that teach how to dominate a niche with
RSS marketing rather than email marketing.

"Growing Your List" and "Syndicating Your Content" is going to be done by
RSS more and more by regular website owners as this year progresses. That
includes your competition! Vista will be a massive feed detector/reader
available to all PC users very soon.

This means that you can have a feed on your site for visitors to subscribe
to, or you can see for yoursëlf how many of your visitors choose to ignore
your email subscription förm and your content because you are not Web 2.0
enough for them.

So, are you set to take advantage of RSS as the impending dominant tool in
your marketing campaign? Jack Humphrey

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