Streetwise Marketing Online Business Report

Confidential Report:

“How to Make Streetwise Online a Viable Proposition”

I feel the Streetwise is missing a major trick by not fully embracing their online potential. They have products, a major client base and infrastructure. Streetwise is probably the best business I have ever seen to take onto the net and it’s not happening right now. There appears to be a token gesture with a couple of product pages like http://www.drivershandbook.co.uk/ which would have no visitors according to Alexa.

With the right products and strategy the Internet can generate far more profit than an offline direct mail proposition. Set up properly there are huge savings in terms of mailings and product delivery … product prices can be halved and profits still doubled. When you sell on the Internet people expect instant downloads, they do not expect an expensive printed document.  This is great news for you!

Below is what we would suggest.  Also please take the time to look around the services at gauk Media, you will find a full overview of what we do and our background and more importantly, how we can help build your business.

I think you are already aware that you do not have a significant web presence but we find it helpful to have a starting point as outlined below and then I address what we can do to address each issue.

Campaign Report

Here are just some of the problems I see with current campaigns as an Internet Marketing Entrepreneur who has to wear multiple hats, manipulate traffic and social media, build contact lists, develop software and programs, come up with innovative strategies and constantly monitor ROI just to pay the bills:

STREETWISE WEBSITE

• http://www.streetwisepublications.co.uk/
• Alexa.com: http://www.alexa.com/siteinfo/virginunite.com
  Traffic Rank: 2,275,239 This is an indicator of very low traffic numbers – a moderately busy site will at least be in the 100k bracket
  Sites Linking in: 20 This represents only 20 references to streetwise from other sites
  Demographic: NO DATA
  Visibility: I can provide a full audit but it will only confirm visibility very low

• Speed: OK
• Front End Technologies:
  Javascripts: N/A
  CSS: N/A
  HTML: Not compliant 5 Errors, 2 warning(s)
  Pictures: No optimization on number and size and alt tags
  Mobile: NONE
• SEO:
  PageRank: 1
  Sitemap XML: Not found
  Crawlability: N/A
  URLs: N/A
• Links: Lack of strategy No .gov or .edu
• Conclusion: The conclusion is based on testing and analysis. All aspects have been measured using authoritative tools that leave no space for speculation. In general, the code is very poorly written, doesn’t respect any official standards or known best practices. No effort has been focused on code quality or website optimization. On the SEO (Search Engine Optimisation) end, I do not see any real effort that has been consciously put into this website.

FACEBOOK

• Not found

TWITTER

• Not found

YOU TUBE

• Not found

GOOGLE +

• Not found

OTHER SOCIAL NETWORKS

• Not Found

RSS NEWS SYNDICATION

• Not Found

ARTICLE SYNDICATION

• Not Found

SERPs (search engine page results)

• Not found Page 1 for any major keywords in the business marketplace

LOCAL SEARCHES

• Not found

ENGAGEMENT

• Low – website & campaign focus on ‘US’ not ‘YOU’

NEWSLETTER & LIST BUILDING PROGRAMME

• Not Found
• No proactive list building from partner websites, affilaites or social media

BLOG

• Not found

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The Solution

As I said, you appear to have made a token gesture at an online presence and this was probably through  a conventional agency. I feel that the guys running the projects have followed accepted, conventional ‘agency’ wisdom. This is fine when delivering a product for a client but not when the product should deliver measurable results and especially when the campaign is important.

You already have a strong customer base therefore promotion of your online business would have a great start.

I know you said you’re ‘simple folks’ over there and the web appears to be a bit of a mystery but if you break it down it really is very simple.  Doing business online is exactly the same as a direct mail business only the potential audience is much larger and accessible. You already have great copywriting skills, products etc, we just use more sophisticated tools to promote them.

Below I’ll make a number of suggestions.  The basis of the proposal would be to create an elegant Streetwise website able to showcase all your products and take online payments.  I then make the proposals as to how it will independantly grow using a combination of online and social marketing.

Once the customer base is established there would be a flow of products and upsells set up by automatic email marketing etc

I looked at http://www.streetwisenews.com/crime/ and there is some good points but it could be so much better – here’s what a good sales page looks like now: http://vipmarketinglounge.com/ Then this is constantly tested through Anaylitics and tweaked.  This converts very well.

The blog: http://www.streetwisejohn.com/ isn’t really a recognised blogging platform.  All the effort going into updating it is not having the affect it should and it all needs to be pulled together and monetised.

NEW STREETWISE WEBSITE

My web agency develops and trains highly talented programmers with a competitive edge. The CEO is first and foremost an Internet Entrepreneur building his eHealth Forum to six million visitors a month.  He then sold this to Internet Brands, which was recently acquired by Hellman & Friedman ($640,000,000).

The development agency now runs the programming for the IB portfolio which enjoys 100+ million unique visitors per month, 98% of visitors are from organic (non-paid) sources.

If this were just a simple website makeover on the existing Unite domain:

• I propose that we build a stable platform with a robust architecture that is scaleable and able to handle the Streetwise community
• We implement a robust community venue forum
• We tie the forum and the website together offering the best solutions to the questions and inviting the person to join the conversation
• The site will be fully optimised for search engine placement
• Proven online and off line marketing will be used to drive traffic and backend software will be written to manage content and track rewards and incentives

FACEBOOK

• We use our online marketing experience to build a Facebook page with engaging content that goes viral BUT … contrary to conventional wisdom, we don’t use Facebook as our hub.  This is the modern mistake.  Our research has shown that Facebook is not designed to help build business, it is designed to sell advertising and actively suppresses  business growth.  Facebook is a source to drive traffic to our Streetwise community using our proprietary social tools.

TWITTER

• We use our online marketing experience to build a better Twitter page with engaging content that goes viral BUT … contrary to conventional wisdom, we don’t use Twitter as our hub. We don’t rely on twitter for our content.  Twitter is to be seen as another source to draw from, not embrace.

OTHER SOCIAL NETWORKS

• We use our online marketing experience to build a network over all social networks including Pinterest, Instagram, Linkedin etc

RSS NEW SYNDICATION

• Relevant news and Streetwise articles will be syndicated via RSS to relevant directories

BLOG AND ARTICLE SYNDICATION

• To develop the blog in a vibrant and engaging way. A focus on YOU not US … we constantly ask our own questions: What do YOU want to hear?

SERPs (search engine page results)

• Site architecture must be up to standard
• The site needs to be fully optimised image-wise and be user friendly
• The site needs to encourage comment and activity
• The site need regular, original content
• The site needs a dedicated partner and backlink strategy
• My recommendations for the WHY campaign combined with a stable platform will achieve this

LOCAL SEARCHES

• We will ensue local search visibility

ENGAGEMENT

• My recommendations for the Streetwise campaign will achieve this – website & campaign focus on ‘YOU’ not ‘US’

NEWSLETTER & LIST BUILDING PROGRAMME

• To develop a vibrant point of communication
• To develop active list building from partner websites, affiliates and social media
• To develop obvious points of entry and clear propositions

BLOG

• To develop a vibrant, engaging and lively Blog
• To ensure the Blog ties together the forum and newsletter

Have  a Great Day
Paul J Tranter

 

[1] This interesting paper Rethinking Information Diversity in Networks by Eytan Bakshy helps support my theory that social networking as the biggest opportunity available right now to deliver the Streetwise product message.