Making Web Money December 2013

How SEO Expert

A Basic Understanding of Internet Marketing p.11

Does Link Building

DECEMBER

Michael Bailey

p.16

2013

Brian Dean

+

Brian Dean,

Neil Perry's

Gadgets interviews

recipe for

Products Q and A

Greatness

Neil Perry

Ellen Chavez

p.43

Are you using YouTube to

Promote your Business?

p.34

Learn How People Are Making Money Online Today ! http:www.makingwebmoney.com

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MWM contents

MWM 3 [ DECEMBER 2013]

Regular Columns 6

Editor’s Letter Welcome to our December edition.

7

MWM Inbox Got something to say?

Tell us what you think.

8

What’s On Seminars, Expos and Summits, oh my!

10

MWM News Stuff you should know about.

12

30 Rolf Olsen

MWM Success Story An Edgy Entrant into Franchising: Burger Edge

15

Subscribe for FREE

16

Ask the Expert How SEO Expert, Brian Dean, Does Link Building

22

MWM Gadgets and Toys

43 Neil Perry

You know you want them.

25

Advertise in MWM

26

MWM Tools Books, Courses, Software etc.

28

35

MWM Marketplace Buy & Sell domains and websites.

37

Featured Products & Contributors The people and products that helped make this edition.

43

Back Story Neil Perry's Recipe for Greatness

Q&A Interview with an Expert: Rolf Olsen on Social Media Listening

MWM Useful Links All the links in one handy place.

MWM Videos Videos on internet marketing etc

30

33

MWM 4

MWM contents

[ DECEMBER 2013 ]

Features 11

A Basic Understanding of Internet Marketing By: Michael Bailey

20

New To Internet Marketing!!!

Some “Smart” Tips to Get You Started By: Vincent Chiong

21

Social Media as an Effective

11

Medium of Online Marketing By: Stacy Farell 23

A Basic Understanding of Internet Marketing

Online Marketing and Its Benefits By: Steve McDonald

29

Have You Identified Your Audience Correctly?

By: Jane Gibson

34

40

Are You Using To YouTube To Promote Your Business?

Contributors

40

Search Engines: An Important Tool of Online Marketing By: Karl Martin

Important Tool of Online Marketing

By: Ellen Chavez 38

Search Engines: An

41

It’s Not Just About Ads Anymore, People’s Experience Is What Matters!

By: Giselle Anderson

42

Concerns And Drawbacks Of Online Marketing By: Suzy Farport

MWM 5

MWM editors letter Welcome to our DECEMBER 2013 Issue of “Making Web Money” Online Digital Marketing magazine- where every month we show you how real people, just like you, are making web money – online. This month we have great articles and personal insights: - A Basic Understanding of Internet Marketing By: Michael Bailey - New To Internet Marketing!!! Some “Smart” Tips to Get You Started By: Vincent Chiong - Social Media as an Effective Medium of Online Marketing By: Stacy Farell - Online Marketing and Its Benefits By: Steve McDonald - Have You Identified Your Audience Correctly? By: Jane Gibson - Are You Using To YouTube To Promote Your Business? By: Ellen Chavez - Search Engines: An Important Tool of Online Marketing By: Karl Martin - It’s Not Just About Ads Anymore, People’s Experience Is What Matters! By: Giselle Anderson - Concerns And Drawbacks Of Online Marketing By: Suzy Farport PLUS “Ask the Expert” - a NEW Interview : How SEO Expert, Brian Dean, Does Link Building, Along with our Back Story: Neil Perry's Recipe for Greatness. Also Q&A with Expert: Rolf Olsen on Social Media Listening and so much more.

For those readers having some viewing problems with the Online Version of “Making Web Money” to make reading more convenient there are now Free available PDF downloads. I hope you enjoy this month's issue of the magazine, and as always please email me if you have any comments, contributions or feedback.

Harry Crowder

>>

Talk to me

www.Twitter.com/harrycrowder www.Facebook.com/harrycrowder www.HarryCrowder.com

Keep your valuable feedback coming. I try to reply to every email, I appreciate Your input as it helps us make MWM the Best Online Marketing magazine possible.

Drop me an email, at harry@harrycrowder.com

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Copyright ♥ Harry Crowder and Making Web Money Marketing Magazine.

All rights reserved.

Reprinted with permission. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher

Making Web Money Online Marketing Magazine

Editor Harry Crowder Advertising See Above Contributors Various experts in their fields The instructions and advice in the magazine are for entertainment purposes only. The creators, producers, contributors and distributors or Website Marketing Magazine disclaim any liability for loss or lack of results from following the advice expressed herein.

Talk to me

Follow me on Facebook.com/harrycrowder Follow me on Twitter.com/harrycrowderTcm/ha

Twitter.com/harrycrowder Both the paper and our printer meet the international standard ISO 14001 for environmental management. The paper comes from sources certified under the Programme for Endorsement of Forest Certification scheme (PEFC). Please recycle this magazine – or give it to a mate.

MWM inbox What is the easiest way to create an iPhone app?

TOP EMAIL

If you tell us what you Like and don’t like about Making Web Money Marketing Magazine, What worked for you Or what you think sucks, Then we can make Making Web Money an Even better magazine.

So come on, Send me an email And let me know.

I have a windows computer, and I want to know how to design, create, and program my own iPhone app. Is there a software that can do this on windows. I know that Xcode is confusing and is only for macs.

I want to create an app as easy as possible. I don't want to put it in the actual AppStore, but I just want it on my iPod touch.Jenny.

Generally speaking you are going to require the use of a MacBook or iMac to create your App. You’ll need to learn Objective C, or use one of the App creation services like AppMakr.com. -Ed.

MWM 6

What is the best way to design a website so that someone with no html skills can update and edit it?

I usually use Dreamweaver for web design, but it needs to be more simple than that. A client wants to be able to make small changes and add info to the site himself in the future. Any suggestions for software or an online service that would give me design freedom and control, yet be easy for him to edit? It would be best if it is cheap or free and it has to be able to run on a mac and a pc. Thanks

What is Offline Marketing?

I keep hearing about it, but can’t really find out what it is? - Connie.

Offline marketing is the opposite of online marketing. Online marketing is marketing/advertising done over the

in advance!. - Ken. For this type of setup, you really can’t go past Wordpress. You setup wordpress, do the initial design for your client and then give them the information to access the

internet. Offline marketing is the

backend, and show them

traditional methods of marketing such as

how to create pages and

television/newspaper/magazine adverts, posters, jingles, etc. -Ed.

posts.. -Ed.

MWM what’s on Did you know:

MWM 7

Facebook has an estimated 1.2 Billion active users.

To put that into perspective, there’s about 7 billion people on Earth. 17% of humans are on Facebook.

? >

Quotable:

“One of the Internet's strengths is its ability to help consumers find the right needle in a digital haystack of data.” ~Jared Sandberg

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MWM 10

MWM news YAHOO INKS VIDEO CONTENT AND AD TARGETING DEAL WITH STARCOM In the deal announced today, Yahoo and Publicis Groupe’s Starcom division will work together to develop and target unique video content for Starcom’s brand clients on Yahoo properties. Starcom will have access to Yahoo’s trove of search data to inform the types of content that resonates with consumers based on their own brands’ data.

In addition to Yahoo’s data and development resources, Starcom will also receive exclusive measurement and reporting on the video units, according to the announcement: Yahoo and Starcom will use viewership data as well as brands’ audience data to create and target video content based on the topics we know are resonating with consumers, spanning categories like comedy, entertainment, finance, sports, health and wellness. Together with Starcom, Yahoo will deliver video ad experiences that actively seek out the most engaged audiences and provide better measurement on the impact for brands.

Starcom clients Allstate, Kraft, Kellogg’s, Hallmark, and Jim Beam are listed as potential launch partners for the new premium video ad opportunities.

“What is unique is how we are bringing our data and ad technology together to create video ad opportunities and personalized targeting that Starcom’s clients want most,” said Ned Brody, Head of Americas at Yahoo.

In its third quarter earnings, Yahoo reported a 20 percent increase in monthly unique visitors to 800 million since Marissa Mayer came on as CEO. Terms of the Starcom deal weren’t announced, but this level of agency partnership that focuses on premium content could help Yahoo garner the higher ad rates it has struggled to attract.

Yahoo’s Brody told AdAge that Yahoo is working on other deals agencies “around different pieces of our integrated ad offering”.

“

Quotable:

“Warning: the Internet

TWITTER ENDS DAY 1 AS PUBLIC COMPANY IN THE CLOUDS Twitter’s offering price was $26 but by the end of the day the stock had risen dramatically and closed at $44.90. Earlier in the day financial analysts were arguing that the company had under-priced its IPO and “left a billion dollars on the table.”

Nonetheless the execution of the IPO was deemed “flawless” by many, especially in comparison to Facebook’s badly managed IPO. Twitter’s market cap is now $24.4 billion (up from $18 billion this morning).

That’s only $10 billion less than Yahoo but quite a bit less than Facebook’s $115.8 billion.

Twitter close day 1 Still some financial analysts believe Twitter is overvalued and must justify its market cap. One analyst put Twitter’s price target at $30 per share. We’ll see how the market reacts tomorrow and whether there’s some very short term profit taking.

Twitter will be trying to grow revenues by appealing to traditional TV-brand advertisers as well as going after small businesses at the bottom of the advertising food chain.

According to two recent surveys Twitter has roughly 16 percent (Pew) to 20 percent (AP) penetration among US adults, which means there’s lots of room for growth.

That’s the “half full” interpretation. Beyond this, very few of its ads are shown outside North America, which also represents a growth opportunity.

But how will Twitter grow “mainstream” usage and generate more frequent engagement? What new ad products or capabilities will it need to develop to satisfy relentless investor demands for quarterly revenue may contain traces of nuts.” ~Author growth?

Unknown

MWM 11

Feature Article ..

A BASIC UNDERSTANDING OF INTERNET MARKETING By: Michael Bailey With the widespread use of Internet across the globe, marketing and advertising using the digital medium has become the order of the day. Every organization has now actively involved their teams to fully explore and exploit this field of marketing.

Often referred to as online marketing, this method is mostly used in coordination with traditional ways like broadcast, print and radio.

Since the medium and coverage of Internet is vast, Internet marketing too is categorized in various ways.

Some of these could be listed as below: •

•

Use of e-emails: Most of the companies often collect data for online promotions as a direct sales method via e-commerce. E-mails can be effectively used as a means of direct communication and allows collecting customer feed back which in turn helps the company to chalk out their strategies for further development. Regular mailer through mails keeps the brand value alive in the minds of the consumer and allows the company a benefit of early recall.

Social Media Marketing: Networking sites have become a major part of a common consumers life.

With the increasing use of social media, large-scale marketing and advertising an integral part of it.

Sites like YouTube, Facebook, and Twitter now contribute to an essential part of every marketing strategy.

Internet marketing with its diverse reach can help even a small-scale company in India to target and reach to millions of consumers across the globe in a very cost efficient way.

•

•

• •

Search Engine Optimization: This category of online marketing refers to generating more targeted traffic on one’s website from search engines like yahoo, Google, etc.

Affiliate Marketing: Often this method is used to generate sales and earn money for companies looking at selling their products.

Search Engine Marketing: As the name suggests, this is targeting at marketing using appropriate adverts.

Blogging: This technique of marketing provides people with insightful reading material alongside making money for the owner.

Internet marketing with its diverse reach can help even a small-scale company in India to target and reach to millions of consumers across the globe in a very cost efficient way.

One of the fastest modes of marketing, one can correctly identify whether their marketing strategies are a success or not. Based on these advantages, every organization today is investing its sources in the field of Internet Marketing to expand, explore, grow and promote their brand.

MWM 12

MWM success story

AN EDGY ENTRANT INTO FRANCHISING: BURGER EDGE

From satisfied customers to owners, Enza and Issam Soubjaki have made a name for themselves among the McDonald’s and Hungry Jacks of the burger game. The husband-and-wife team saw an opportunity when they stumbled into the original Burger Edge store in the Yarraville suburb of Melbourne.

“We were both sick of our professions,” says Enza.

“Issam was in marketing for 12 years, I worked in a lab as a scientist for 11 years and we both thought that this was an opportunity for us to do something a bit different.

“Sushi was sort of the thing of the time, about six or seven years ago,” says Enza. “We thought burgers – this is a staple food for all cultures … we saw growth in that sector.”

From the kitchen to the boardroom Before buying into Burger Edge, the pair had never worked in the food or hospitality sector.

“That was part of the attraction,” says Issam.

“We wanted to then take control of the business,” he says. “We had big ideas for the brand, big ambitions and we wanted to put them into action … The only way to do it was basically negotiate a purchase of the franchisor’s business so we bought the franchise from inside-out.”

In July 2009, they bought the franchise and since then have managed to fulfill the goals they had in mind for the business.

“We’ve almost doubled the number of stores. We’ve rebranded the business, we’ve reinvigorated the network with new franchisees, we’ve built new infrastructure into the store, into the system, such as new manuals, we’ve got a more robust rollout model,” says Issam. “The system is being re-geared for growth and that’s what we’ve been working on for the last 18 months.

“It was new,” adds Enza.

“It was different. We could see that very traditional food was evolving into a gourmet twist,” says Issam. “Burgers were going down the same track as well. We thought this was the future.”

“The franchise has been put on a different platform now,” he says. “It’s actually ready for an explosive growth and that’s been well-planned and very carefully executed to get us to this point.”

“The future is gourmet. It’s lifting up the quality of a standard product, of an everyday product,” says Enza.

“People are more concerned and more aware of what they’re eating. We’re a more health-conscious society.”

Enza and Issam hold firm to a key philosophy that dictates their relationship with every stakeholder in the business – what you see is what you get.

At the end of 2005, after meeting with the franchisor, Enza and Issam bought into the franchise. Working in the store as master franchisees for four years, they managed to grow the business from within.

What you see is what you get

“At the end of the day, the buck stops with us and we pride ourselves on our transparency. Basically, whatever we say, we do,” says Issam.

“We’re accessible,” adds Enza.

“We don’t pretend to be anything we’re not. If we can’t do something, we’ll tell you we can’t do it,” he says.

“At the end of the day, the buck stops with us and we pride ourselves on our transparency.

Basically, whatever

“

Quotable:

we say, we do”

“The Internet is like alcohol in some sense. It accentuates what you would do anyway. If you want to be a loner, you can be more alone. If you want to connect, it makes it easier to connect.” ~Esther Dyson

The key to their grounded approach is their four years working from within the business.

“We’ve worked in stores, we’ve mopped floors, we’ve flipped burgers, we’ve served customers, we’ve worked our way all the way up, like we say, from the kitchen to the boardroom,” says Issam. “We trade off that because there’s a lot of franchisors out there that wouldn’t know their own systems.

“Our shareholders love it because they can see that we aren’t paying out enormous amounts in labour and headcount,” adds Issam. “It keeps our P&L very, very healthy.”

A franchising model has undoubtedly done wonders for the brand – but Issam and Enza are quick to point out they have encountered their fair share of challenges.

“That’s very dangerous and franchisees are getting to the point where they’re not tolerating that anymore. They like to “How long have you got?” laughs Enza. have franchisors that are credible, that have done the work “We can rattle them off in alphabetical order if you like,” says Issam. and they’re approachable.”

In the end, they say the business begins and ends with “You can have your contracts in place, you have all your systems in place, but at the end of the day, you’re engaging a person and people. with people comes all sorts of issues,” he says. “You’ve got to “It’s all about people. If you don’t have people, if you can’t align your motivations and direction with the franchisee so that’s relate to people, if you can’t talk to people in good times not always easy to do because different people go into business and in bad times, you just don’t have a business in for different motives and intentions.” franchising,” says Enza.

“One of the other challenges in franchising is finding quality franchises and that’s probably a standard answer with all Working on the business franchisors,” says Enza. “We can be choosy. We’ll just go slower.

Moving on from the original structure, Burger Edge is now We don’t mind growing slow and organically as long as each step 100 per cent franchised, with all company-owned stores is measured and thought about and it’s spot on. There’s not point fixing it up later. You just lose too much.” phased out of the network.

“The beauty of it is we get to work on the business, rather than in it, so we’re always focusing on how we can improve the system, how we can develop the brand, how we can foresee some of the issues coming up in 12 months’ time,” says Issam. “We try to always look beyond the horizon so we can address issues that are pending or about to hit.”

“It’s an oxymoron where if you’re more selective and choosy, you’ll actually grow and be more stable,” adds Issam. “You’ve got to be strong and stick to your guns and say, ‘I’m sorry, you just don’t cut the mustard.”

As for the future, the Burger Edge franchisors expect big things to come.

The added benefit of franchising all stores is that head “We’ve got three sites in Victoria that we’re building … and office costs remain trim. there’s another four in WA,” says Issam. “All these satellite cities “We outsource all the skills that we need so if we need a PR are very capable of taking on one, two or three stores each and company or a franchising recruiter, we outsource it. We go that almost opens up Queensland to 20 stores over the next four, find a PR company and we go find a franchise recruiter,” five years, so we’re going to continue to grow organically.” says Enza. “We keep head office very lean and we “We’re going to take over the world,” laughs Enza. outsource what we need, when we need it.”

MWM 15

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MWM 16

MWM ask the expert

HOW SEO EXPERT, BRIAN DEAN, DOES LINK BUILDING Our guest contributor, Brian Dean from Backlinko, was kind to answer a few questions for us and let us have a sneak peek into his work routine. If you can’t go to Berlin to meet Brian, this is your chance to gain some knowledge from him.

For those of you who don’t already know Brian Dean, although I doubt there is anyone who doesn’t, you can find all about him and what he does at Backlinko.

“There are thousands of link opportunities. I don’t need to lie, beg, cheat and steal for every link. If someone doesn’t link to me, there are dozens of others that will.

No biggie.”

It all starts with finding the content gap in your niche and filling it with outstanding stuff.

Without that incredible valuepacked content, it’s really hard to get momentum for a new campaign.

MWM 17

MWM ask the expert Read carefully and if you have questions that you’d like to ask Brian, just write them down below.

Enjoy!

Q: What’s your workflow on a regular, link building workday?

A: I usually start off gathering a list targets.

Depending on the campaign I might be looking at: resource pages, broken links, or guest posting opportunities.

Then I spend some time cleaning up the list by filtering out irrelevant and low quality sites.

Then the real work starts: email outreach.

That’s where I look at each individual site on the list, see where link opportunities exist, and reach out to them.

Then I usually check back to see who replied and respond to them with my link request (I usually only ask for a link in the 2nd or 3rd email).

Q: What would be your advice for setting up a link building campaign from scratch for a new website? Where it should all start from?

A: Good question.

It all starts with finding the content gap in your niche and filling it with outstanding stuff. Without that incredible value-packed content, it’s really hard to get momentum for a new campaign.

But when you have a linkable asset that you can leverage for links, you can hit the ground running.

For example, let’s say you had a site about scrapbooking.

You’d want to look at the content that’s already out there by searching for your target keywords in Google or by looking up scrapbooking blogs in AllTop. Then you’d find one or more ways of beating that content. You can beat what’s out there by making it more up-to-date, more thorough, better designed etc.

Once that’s live, it’s time to pound the pavement and start doing outreach.

Q: What is your strategy for finding new link prospects?

A: It depends on the strategy.

That’s because I usually find new link prospects using very specific search strings. And that inherently limits me to certain link opportunities.

For example, if I’m looking for places to publish a guest post, I’d use search strings like: “link building” + “write for us” “SEO” + “guest post by” “marketing” + “guest post guidelines” And those will bring up a completely different set of results than if I’m doing broken link building or looking for places to publish an infographic.

To answer the question: it depends on the type of links that I’m looking to build…but it all starts with search strings.

Q: I know you have been asked before about your favorite link building technique. What’s your least preferred technique and why?

A: I’d say my least favorite tactic is link bait or ego bait. I haven’t found either of them to have a predictable ROI. Both are a total crapshoot.

Sometimes you get lucky and the link bait works. But more times than not the content is a total dud.

And unlike a value-packed linkable asset, link bait has a VERY short shelf life. If it doesn’t generate links in the first week, it’s probably never going to.

I generally prefer to create an awesome linkable asset vs. rolling the dice with linkbait.

Q: What’s your strategy if you get rejected or ignored by a link prospect you have had high hopes from?

A: It depends on the industry, but I usually just move on.

For example, take the internet marketing space. There are thousands of link opportunities. I don’t need to lie, beg, cheat and steal for every link. If someone doesn’t link to me, there are dozens of others that will.

No biggie.

But if I’m working in a space like insurance or have a client with an obscure service, I need to be a bit more aggressive. Usually if the person ignores me or says “no”, I just ask them why.

That way I get some feedback I can apply to that campaign. Sometimes I even get a link just for not being pushy

MWM ask the expert

MWM 18

Q: What would you say it would be a satisfying conversion rate for an email outreach campaign?

A: That’s tough to answer because it depends on the industry, the content that you’re using as leverage, and your email scripts.

But I’d say that anything below 2% is pretty poor. If you’re getting 1% or less, it’s probably a good idea to look at ways you can improve your outreach.

But the fact is, the conversion rates in an industry hover somewhere in the 2%-5% range. It’s just the nature of the beast. But it is possible to bump those up considerably.

Here are two great resources that can help you get better conversions from email outreach: The Link Builder’s Guide to Email Outreach 6 Ways to Make Link Building Outreach More Effective Q: What do you think about internal links? Do they matter? How? A: I think they definitely matter in the sense that you can send PageRank to important pages that you want to rank. That’s one of the great things about building a linkable asset: even if that page doesn’t rank for anything you can still use it to send authority to the pages you’re targeting.

But for internal linking to work you need to have authority on your site to begin with. Linking from a PR n/a page on your site to another page isn’t going to do much for you.

Honestly, I don’t go nuts with internal linking. I just identify the top pages I want to rank and point links to them every time I publish something new. That tends to work Q: What about outbound links?

A: Outbound links are really important from an on-page SEO and user experience perspective.

Google wants to send people to hubs on the web that answer their query and make them satisfied with the Google search results. And its VERY rare that a single page can do that. That’s where outbound links come into play: they add depth to content.

Also, in my experience, a page with zero outbound links usually isn’t very well done.

But it’s also important for user experience. Yes, people may leave your website through an outbound link and never come back.

That’s an inherent risk with putting an outbound link on a page.

But there’s something about seeing a page with a ton of outbound links that makes you think: “a lot of work went into this”. I generally link out at least 3-4 times per article.

Q: When you come up with a new link building technique, do you perform any tests on it before applying it on your website? If so, how?

A: Actually, I usually come up with them by accident. So the test is built in For example, when I first discovered guestographics (a strategy where you offer a bit of free content to encourage people to share your infographic), I was doing an infographic outreach campaign for a new client. I really, REALLY wanted people to share it to impress this client, so I started dropping this line in my email pitches: “And if you’re interested in sharing it, my client would be happy to write a unique introduction just for your site”.

Once I did that I noticed a massive increase in conversions. Then I realized I was onto something. At that point I already knew that it worked. So it was just a matter of testing it in a different vertical to see if it would work in that one too.

MWM ask the expert

MWM 19

Q: What are your thoughts on the future of guest posting?

A: I think that guest posting still has a place in SEO and link building. But like anything, it’s about how you do it.

Mass guest posting on hundreds of sites with the same author bio and the same anchor text isn’t smart. In fact, I’ve done some testing and found that backlinks in clearly-marked author bio areas don’t provide as much SEO value as a true contextual link.

That being said, they still provide some value. So that doesn’t mean you should abandon the strategy altogether. But I see Google working hard to devalue guest post links in the future. So the more you can make guest post links look natural (getting contextual links, posting on related sites, and mixing up your author bio and anchor text), the better off you’ll be in the long and short term.

Q: Do you have any predictions for 2014 as it relates to link building and SEO? A: I actually think it will be a relatively quiet year. I expect more Penguin refreshes and for Google to refine Penguin so that it gets better at separating the wheat from the chaff. But I don’t expect any major update.

That being said, you never know in this industry!

The only thing that I see continuing as a current trend is more volatility in the Google results. There’s been a lot of turbulence in the SERPs this year. The results usually end up somewhat back to normal in the end, but not always.

So the days of saying “I’m ranking #4 for this keyword”, might be coming to a close.

Q: To end on a fun note, what is your favorite way to procrastinate?

A: I usually go on Inbound.org. Actually, that’s not really procrastinating because it’s about marketing. I guess I’m a nerd like that Q: Please tell people where can they learn more about you and what you do.

A: I share the best SEO content on the web via Twitter. You can also find me on Google+.

Thanks, Brian for sharing all this with us!

NEW TO INTERNET

Feature Article ..

MWM 20

MARKETING!!! SOME “SMART” TIPS TO GET YOU STARTED By: Vincent Chiong

It’s never too late to start learning anything new. With the advent of new ways and techniques there is always a scope to get more knowledge. Internet marketing is not rocket science but everything needs a strong base to get started.

The “smart” tips will help you get started in developing your skills in the vast field of Internet marketing.

1. Know your target audience and choose the correct technique: It is very important for you to identify your target audience, as that will help you focus on them directly. Whether they are the young minds or the corporate clients, know where would it be the best to place your marketing strategies. This plays a vital role in determining whether your marketing plan will work or not.

Jack-of-all-trades, good at none is definitely not what you want to shine out as. If you are already running a business, make sure you gain maximum expertise in the field through which others could benefit.

2. Be clear in your thoughts. Have a central idea to promote your product/service: It’s always better to have a clear idea of what you exactly want from your promotional strategy. Have a central idea while planning. You can use various mediums to promote that one idea like developing a mobile app, posting a YouTube viral video, contests through social media, or direct interaction on your websites. But all your interaction should be concentrated around that central idea. All the banners that are made will talk about that one idea and lead to it.

3. Know your strengths and utilize them: Jack-of-alltrades, good at none is definitely not what you want to shine out as. If you are already running a business, make sure you gain maximum expertise in the field through which others could benefit. Once you are sure of what you do, use the digital medium to share your knowledge.

It’s always a smart choice to make decisions keeping the current trends in mind, in this case choosing to market online.

However, it’s advisable that you don’t consider online marketing are a magic wand but as something that may effectively and, if you are lucky, quickly boost your business.

Be sincere in investing both your time and energy and, not to forget, money as well to receive maximum benefits.

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Social Media as an effective medium of

Online Marketing By: Stacy Farell

Are you a fan of Facebook? Yes! Then why not use it as a medium to promote and advertise our organizations. However, it can be rightly said that Facebook has become synonymous for social media, let us not restrict ourselves to it and look at the larger scenario with numerous available options. Alongside Facebook, we have YouTube, Twitter, and LinkedIn to name a few more known social networking sites.

The digital medium is all about user interaction. With increased indulgence of people in social networking sites, as a brand that is using online marketing through social media it is essential for them to engage the customer in active interactions. These interactions can be in the form of comments on posts on Facebook, YouTube, blogs or a tweet directly to the brand on twitter. As a brand you need to get the user interested enough to generate reactions and comments.

Once you have finalized your ad depending upon the central theme of your product and have given a goahead to the social networking site by paying them towards the same, these sites then effectively make use of peoples data that it has. For example, if you have approached Facebook to advertise your business, Facebook accesses the activities of people such as their liking of a post or page or comments on various stories, and also the information provided by them on their profiles like their birthday date or the city which they live in. this helps them to realize the target audience thus making the ad visible to them on their pages.

Videos are gaining a lot of importance. People love to watch and share videos. If promoting a product, howto videos or other informatory videos posted on sites like YouTube helps one to create a user-friendly image for their product.

Therefore, social media can serve as an effective and cost-efficient way for online marketing, if used sincerely and methodically.

Videos are gaining a lot of importance. People love to watch and share videos.

If promoting a product, how-to videos or other informatory videos posted on sites like YouTube helps one to create a user-friendly image for their product.

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Feature Article ..

ONLINE MARKETING AND ITS BENEFITS Online marketing has grown leaps and bounds over the past decade. Researchers have found the revenues generated in this industry have increased by folds and surpassed the traditional advertising industry of broadcast, print and radio.

However, all these are usually used in combination, online marketing has a lot of added advantages in its kitty.

By: Steve McDonald

1. Cost Effective: Since online marketing uses the electronic medium over the net, most of the costs are not required here. These may include cost of displaying an offline ad, cost of getting a flex printed for the ad. Overall, the digital medium allows the advertisers to address a larger audience at a very nominal cost.

2. Freedom to modify their strategies and ads depending on the trends: Advertisements are best received when they are not monotonous and have a different creative value attached to each one of them. Online marketing allows the flexibility to the advertisers to use their ads in more than one way like messages, banners, videos, etc.

They can also make them interactive by involving the users in various ways like contests, comments and games.

3. Accurate results of the effectiveness of the marketing strategies: Online Marketing makes it easier for the advertiser to collect statistics relating to the effectiveness of their adverts. It also offers the owners the convenience to accurately judge the results of their marketing strategies and further improvise or change them depending on the results.

4.Effectively reaching out to the target audience globally: Each product has a desired target audience and in certain cases a mixed target audience, which needs to be addressed separately. Online marketing provides the opportunities to its advertisers to customize their ads for each group of target audience and reach out to them in large number across the globe. It allows them to talk to the people where they'll be most receptive.

5.Speed: Online adverts can be delivered and deployed as soon as they are ready.

With so many benefits, it is definitely a wise idea to use and exploit the digital medium to the fullest.

Online marketing allows the flexibility to the advertisers to use their ads in more than one way like messages, banners, videos, etc. They can also make them interactive by involving the users in various ways like contests,

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Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing By: WSI Technology and the Internet are in flux. Giants like Apple, Google and Facebook are changing the way we interact with each other. Technologies move so quickly that jumping on the train can be daunting for businesses.

But the route hasn’t always been clear; social media, mobile marketing and search marketing campaigns are always changing.

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We already realize Social Media, Online Marketing and Lead Generation is crucial to any modern entrepreneur or small business owner who seeks market domination.

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DudaMobile sprang from the introduction of one of the most revolutionary devices of the 21st century: the smartphone. Amir Glatt and Itai Sadan, friends since college and SAP coworkers, were doing what most tech lovers were doing in early 2008 - drooling over the release of the first iPhone. But it quickly became apparent to them that browsing websites on the phone was not a great experience.

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Did you ever walk into a store and looked at the products for sale and then while in the store took out your smartphone , made a search for reviews and decided to buy it thru Amazon?

If you answered yes then that is not surprisingly as it becomes almost normal to use the store as just a way to have a look at the product but then buy it online. 90% of the smartphone users use their phone also for shopping activities and it is estimated that the purchases thru mobile devices will rise to $62 billion over the next three years.

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Feature Article .

HAVE YOU IDENTIFIED YOUR AUDIENCE CORRECTLY? With the emergence of online marketing as one of the most essential tools of marketing, it is also necessary to keep in mind that all the developed promotional strategies and advertisements should correctly be channelized towards relevant target audience through suitable techniques like Blogs, contests, banners, videos etc.

Identifying the right audience involves a great deal of research before starting any online marketing campaign.

Often the owners tend to assume that they know their target audience. That’s not the case always. In most cases the “assumed” target audience is an unfocussed and diverse group of consumers who in some way are connected to the product but are not the required target audience.

It is necessary to narrow down one’s specific target audience.

By: Jane Gibson

The users know what they want and what is it that they are looking at, but before they can find you, it is necessary for business owners to find them. It is necessary for you to talk to them where they will be the most receptive. For example, if your target audience is boys, market your product on a sports website cause they would probably be going there a lot. Similarly, if you were talking to young couples, they would probably be visiting a lot of furniture and home decor sites. Target them there by placing your banners.

The strategies that you create can either make or break your campaign. Even if your plan is in place but has not been directed to the right people, if may appear as something irrelevant and leave a bad impression on the The strategies that you create can user. either make or break your campaign.

Even if your plan is in place but has not been directed to the right people, if may appear as something irrelevant and leave a bad impression on the user. It can be difficult to know the target audience but for that you don’t need to be another “Einstein”. Look at your business campaign from the consumer’s point of view and think what would it be that you would want while seeing something for the first time. By doing this, it will not only help you plan well but also give customer value to your campaign.

MWM Q&A

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INTERVIEW WITH AN EXPERT: ROLF OLSEN ON SOCIAL MEDIA LISTENING Social conversation may offer marketers a constant stream of real-time data on trends, unmet customer needs, and campaign and new product performance, but there’s a whole host of questions that marketers still have to answer when it comes to using and applying information gathered via social listening to marketing decisions.

• How do you separate the truly valuable information from the rest of the chatter?

• How do you integrate the data gathered from social media sources with traditional marketing research?

• How do you figure out the best ways to apply the insights?

To get some answers, we sat down with Rolf Olsen, Marketing Sciences Director at our sister firm Carat North America, a market-leader in digital solutions. As a follow-up to the webcast he gave for us a few weeks ago,"Key Questions to Ask and Answer About Social Media Listening,", we asked him for more of his front-line experiences and observations of how companies approach social listening.

Social media offers a way of creating a dialogue with potential and existing clients that’s less pressurized than traditional communications channels.

It gives B2B companies an opportunity carry on conversation and gather insights in an environment which is not driven by a sales team.

Marketing Fray: What are the right questions to ask when you are doing an audit to determine if you should be doing more social listening?

Rolf: It’s a really good question. First and foremost, I think it’s understanding three things: 1. The volume of conversation that’s going on 2. The make-up of the sites where the conversation is happening 3. What is the general tonality of that information I think that once you really get through those things, you’ll have more of a sense of how important it [social listening] is to your business.

Typically, what you find is you have some sort of PR incident and that will pop up, but it [high conversation volume] might not be an on-going thing. So volume is a big determinant.

Also thinking about whether you should into the area of social media. Is it an area that might really compliment what you do as a business and how can social then be integrated with other communications?

I really think using social for customer service is an area that most companies should have a look at. I think it does offer an opportunity to deal with greeting consumers in a publicly positive way.

Marketing Fray: Social listening seems like it would offer much more in the way of insight to consumer companies. How could a B2B firm use or benefit from social listening?

Rolf: Social for B2B is clearly a different beast, mainly because most companies are not really willing to talk openly to each other in the same way as consumers and probably don’t air complaints or praise in open forums.

That being said, I think there are some instances where social activity in this sector can be beneficial.

Social media offers a way of creating a dialogue with potential and existing clients that’s less pressurized than traditional communications channels. It gives B2B companies an opportunity carry on conversation and gather insights in an environment which is not driven by a sales team.

Marketing Fray: Have you come across some good example of how companies are integrating data coming from social media with more traditional sources? Are there some trends you seem emerging the way the integration seems to be happening?

Rolf: It’s quite rare in fairness. You often see the development of standard stand-alone social teams who just live and breathe social for that business and only report as such.

Some companies have integrated it as part of their PR team and there will be some level of integration with the traditional PR metrics.

Beyond that I still see companies struggling to integrate digital with traditional media, with social data just adding an additional layer of metrics--or as I like to call it, confusion.

Ultimately, they are all different metrics with different key performance indicators associated with them. Companies could really win this battle by just applying relevant metrics to each channel instead of trying to unify metrics for ease of interpretation.

Marketing Fray: How are you finding companies are integrating information from social listening into the “bigger picture” in general.

Rolf: My favorite example of a company firmly putting social insights into the heart of their business is Starbucks and their “my Starbucks” rewards initiative.

As a business, Starbucks spent millions of dollars every year on new product development and customer relationship management initiatives.

Some bright spark who works in or on their business came up with a brilliant strategy to use their most valued assets--customers--to help decide what they should do in terms of new product development and customer relationship management. As a result, Starbucks was able to slash millions from their new product development budget and grew a more loyal customer base as consumers came up with, and voted for the best ideas.

Involving customers in your business like this is just brilliant and the value spans across multiple areas.

Marketing Fray: Do you find its mostly bigger companies and brands doing social media listening?

Rolf: It probably is but I don’t believe it should be solely for the “big boys”. Smaller companies are often more agile and can react better to consumer feedback across all social tracking spectrums. Small companies who adopt a more socially focused development strategy are essentially tapping directly into the consumer. As Charlie Sheen would say = winning.

Marketing Fray: What would your definition of a “productive social listening” program be?

Rolf: Accept that it could influence all part of your business and embrace it. Seeing the results of an integrated social strategy will create advocates who sing your praises. Think of it as an unpaid work force, driven by passion for your product.

AND, one that does not just cost you money by just drinking the kool-aid sold by listening companies…

Marketing Fray: If you had the ear of every CMO in the world for five minutes, what would you say to them about developing a social listening program?

Rolf: Think about what your company stands for and then see what people actually say… it can be eye-opening.

Remember, the social “channel” is not an extension of your traditional marketing machine, this is your opportunity to make a personal connection and hear what your consumers actually want, beyond what your normal market research tells you.

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Feature Article ..

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Are you using YouTube to

promote your

Business?

By: Ellen Chavez Videos are gaining a lot of importance. People love to watch and share videos. It can also be used as an effective method for online marketing. YouTube viral videos have gained a lot of prominence. Most businesses use them to interact with their users. It also allows in providing a face and voice to your campaign.

Big or small, new or old, you can start by creating YouTube Videos for your business and also be the face of it. It will help you build a strong promotional campaign with a personalized touch thereby making is easier for the user to relate to your product. The freedom to portray yourself, as you desire can be best used by creating an effective relationship with your existing as well as potential clientele.

When launching a new product, make simple How-to videos about it’s usability and give an authoritative introduction to it. This will help you reach out to a larger audience and also develop brand value giving it a strong standing amongst its competition. Try and incorporate user feedbacks.

This gives credibility to your product. Include features of your product, its best usage option and other details in the video by giving visuals. This increases the recall value of your product.

Apart from online marketing, online customer care can also add to your strategy. This way the user is assured of getting help at hand when needed. For the same upload problem solving and informative videos of frequently asked issues.

Get an expert to talk about your product or service. This establishes your product as qualified, and tested.

Make sure to keep your videos creative and fun. They should be relevant to your product and to your target audience. For assured returns, you could direct the users to your website at the end of the video or ask them for a feedback. However, do not expect much from your digital audience unless you have something big to offer!

When launching a new product, make simple How-to videos about it’s usability and give an authoritative introduction to it. This will help you reach out to a larger audience and also develop brand value giving it a strong standing amongst its competition.

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iPad2 Any iPad description you read will make note of the new slimmer size for the iPad 2, and it's one of the bigger features that Apple are promoting. The differences are very small, though anything that improves portability is useful for a device like this. If you're used to the old iPad, you'll probably notice the changes.

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MWM contributors Giselle Anderson Giselle Anderson is an expert in Internet marketing. She loves to teach others to build their own successful online business.

Michael Bailey Michael Bailey has been an internet marketer for several years and he has one purpose in mindâ&#x20AC;&#x201D;to help as many people as possible find the right programs that work for them, and generate an income from home.

Ellen Chavez Ellen Chavez is an experienced b2b copywriter/creative writer. She helps small businesses reach their marketing goals by producing a portfolio of effective copy that will increase their sales, create continuity in their marketing and therefore create an image of trust and credibility in the eyes of their customers.

Vincent Chiong Vincent Chiong operates a web marketing firm that delivers delivering SEO services across Australia. They constantly hone their SEO processes to maintain an efficient and cost effective approach to search engine optimization and internet marketing.

Stacy Farell Stacy Farell has 7 years of experience in online and print media. Her expertise is on SEO and content marketing.

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MWM contributors Suzy Farport Suzy Farport is an Internet marketing expert and she has helped so many companies succeed in their businesses.

Jane Gibson Jane Gibson is a freelance writer who specializes in business. She also conduct trainings and seminars to share what she knows to others.

Karl Martin Karl Martin is an aspiring entrepreneur and marketer. He loves building start ups and small businesses in general.

Steve McDonald Steve McDonald is a household name in Internet marketing. He has been helping small and large businesses reach their target audience through effective SEO and content services.

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Feature Article ..

SEARCH ENGINES: AN IMPORTANT TOOL OF ONLINE MARKETING By: Karl Martin

If you use Internet, you definitely know Google and Yahoo. Yes, it is these websites that you depend on to find information about anything that you need.

These are what are called search engines.

Every search that you carry out on these engines has countless results. But what determines the first few results that you see. It is strategic Search Engine Marketing (SEM) that allows any organization to occupy a place in the first few searches.

However, for SEM to be effective, it is also important to the advertiser to focus on Search Engine Optimization (SEO). This helps in directing increased traffic to your website from search engines using unpaid search results. SEO makes your site search-friendly only when the content of your site has the necessary and targeted keywords that would reflect what you want to be found for. If you do not have enough keywords, it may not lead to the desired user reaching your site.

Using a search engine for marketing seems easy. Right? It may be if you get your basics right. One of the most important requirements for optimum use of search engines is great quality of relevant content on your site peppered with abundant keywords and phrases. Also, this content should be regularly updated to make your website searchfriendly.

Search engines offer both paid and unpaid results, which are often distinguished by different ways. It is essential to market oneâ&#x20AC;&#x2122;s site on search engines in a good way because these are the first places where a user looking for information lands.

SEM also includes placing banners and other contextual So focus on the basics, get your ads, which guarantees good thoughts clear and get the best content you can for your website, visibility. and Voila! You are in the right place on search engine result rankings.

It is essential to market oneâ&#x20AC;&#x2122;s site on search engines in a good way because these are the first places where a user looking for information lands. SEM also includes placing banners and other contextual ads, which guarantees good visibility.

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IT’S NOT JUST ABOUT ADS ANYMORE, PEOPLE’S EXPERIENCE IS WHAT MATTERS! By: Giselle Anderson

Marketing refers to the process of promoting and advertising a product, service or an idea through varied means like print, broadcast, radio or through the digital medium often referred to as online marketing.

Traditionally, marketing was all about creating a brand image using advertisements. A user would relate to a brand depending on what its ads looked With the ease of getting customer feedbacks and referrals, focusing on developing ever-lasting relationships with a user has emerged as an important aspect ruling online marketing.

Instead of targeting on increasing your user database, it is important to provide the existing users a valued experience getting them back to you.

like. However, with the emergence of the web and increased use of the digital medium for marketing, the trends have changed.every product Now, a user completely depends on the web forcompletely information regarding that he/she uses. This has made it necessary for every organization to have a presence over the net. Also, as a business entity, it has almost become mandatory that you are tuned to the latest trends of social media marketing trends. This enables you to present yourself as a brand that is young, fresh and updated. The larger the visibility over the digital medium, higher the chances of your commodity being recognized as an established brand.

With traditional methods of marketing, the business owners where less concerned with building relationships with their consumer. However, with the ease of getting customer feedbacks and referrals, focusing on developing ever-lasting relationships with a user has emerged as an important aspect ruling online marketing. Instead of targeting on increasing your user database, it is important to provide the existing users a valued experience getting them back to you.

Marketing has moved away from just being a means of creating banners, adverts or jingles. It is now more focused on creating an experience for people through the web that they are bound to remember and in turn do the needed marketing for you by spreading the word. Today, a brand’s image doesn’t depend solely on the ads they create but largely on the customer experience that it generates. It depends on the quality of consistent experience that you give them through online marketing.

Feature Article ..

CONCERNS AND DRAWBACKS OF ONLINE MARKETING By: Suzy Farport

Delivering promotional messages to the users through the web is called Online Marketing.

Social media, emails, search engines can all be used as various mediums for online marketing.

Despite being the most popular field of marketing, online marketing has numerous concerns to deal with.

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One of the most debated and raised issues in online marketing is regarding the privacy of the users data available on the web. Since most of the advertisers depend on tracking user activities over the web, getting the users consent for the same is often difficult. And without consent, one is often at the receiving end of inviting legal trouble.

Another major drawback of online marketing is spam, which is very common due to the lost cost delivery means over the web.

With the increased use of online marketing, publishers may also use fraudulent ways to cheat advertisers. Since the user is virtual, publishers often create imaginary and increased number of audience that they have targeted.

This leads to increased costs for the advertisers without even getting accurate results.

However, online advertisers have been working towards developing ways to combat these difficulties making online marketing “stress-free”.

Pop-up blockers are the most common concern for most of the advertisers. Most users find it annoying to have advertisements displayed in the middle of something that they are doing. To avoid this, they have pop-up blockers installed that do not allow the advertiser to reach the user.

Certain operating systems have an in-built ability to screen out the display of advertisements or more so modify them and portray them, as something the advertiser doesn’t intend to. This may lead to a communication gap leading to a loss of user for the advertisers.

Research has also shown that “Banner Blindness” is another concern of online marketing. According to the researchers, most Internet users seem to avoid looking at portions of the site where the ads are displayed. Due to this, advertisers lose out on a major number of potential clients.

Since most of the advertisers depend on tracking user activities over the web, getting the users consent for the same is often difficult. And without consent, one is often at the receiving end of inviting legal trouble.

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MWM back story

NEIL PERRY'S RECIPE FOR GREATNESS “I’m blessed.

I’ve got two terrific partners.”

Meet the man who has carved quite the career. Today, Neil Perry – restaurateur, entrepreneur and an internationally renowned brand – joins Peter Switzer on his program, SWITZER, to share his recipe for turning a culinary vision into a big time business success story.

Then and now Perry never suspected he’d be where he is today – a long-standing history with Qantas, four internationally acclaimed restaurants, over 400 staff – when he first started out.

“I think I would have run off at 100 miles an hour,” laughs Perry of his reaction if he’d known what was in store for him.

“It really was just a focus on the food and focus on the fact that I wanted to create a world class restaurant. I don’t think anything’s changed from that as far as the vision is concerned, just an awful lot’s happened to me along the way.”

Switzer says that Jim Collins, in his bestseller Good to Great, pegged a common characteristic of entrepreneurs as the goal of creating a world-class company.

“I wanted to cook great food,” says Perry. “I wanted people to enjoy the restaurant experience and I wanted them to walk away thinking someone - as well as myself, but many other people in Australia – were cooking great food and as good as anyone else in the world.”

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Build it and they will come Build it, it’s said, and they will come. Perry has a knack for seeing the possible, the potential in places many haven’t thought to look. His flagship restaurant – Rockpool – established in Sydney’s The Rocks is further proof of this.

“It was really all about finding the right spot. We thought we found it in the Rocks and we did, creating a world-class restaurant, a brilliant place that married design and wine list and service standards and food and created a destination dining experience in Australia. We felt that we needed to create an experience that drew people.”

For anyone familiar with the modern day Rocks, this seems second nature. But Perry founded Rockpool two decades ago.

“In those days … it was still a little bit of a blood bath on the weekend. It was pretty unsavoury, so we took a big plunge.”

A little help from his friends Perry attributes his business success to date to those around him.

“I’m blessed. I’ve got two terrific partners.”

The first is his long-term colleague, Trish Richards, “who’s very much been an inspiration financially and fed me all the figures and given me a good understanding of where the business has been heading.”

And the second, David Doyle, joined Perry’s team three years ago.

Switzer recalls interviewing Perry in the 90s when Richards was first on board. Perry told Switzer a business mentor had told him to do a SWOT analysis – strengths, weaknesses, opportunities and threats – on himself and to find people whose strengths were his weaknesses.

“It is true, you have to figure out what you’re good at and get people around you who can do the things that you’re not good at. That’s part of leading … the first thing you’ve got to remember when you’re a leader is you can’t do everything.

Captaining a team is about getting the best out of all the people around you.”

“It was really all about finding the right spot. We thought we found it in the Rocks and we did, creating a world-class restaurant, a brilliant place that married design and wine list and service standards and food and created a destination dining experience in Australia. We felt that we needed to create an experience that drew people.”

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“You spend your life learning. I’m 52 now [and] I’ve realised that I’ll never know everything and every day is a new day and there are new things to learn. When I first started cooking, I was 26 and I thought I knew everything, I thought I was probably going to burn out by the time I was 30.”

The key ingredient Perry says a key ingredient to his success was to be surrounded by likeminded people who can drive the business in the same direction.

“And you’ve to have a bunch of likeminded people who will almost blindly follow you over the cliff because sometimes you’ve got to do that. Part of building a great business is getting all of these guys and girls together who really believe in the one philosophy.”

Without this philosophy, Perry says it’s hard, if not impossible to move forward.

“You’ve got to be able to get people to follow you, you’ve got to put the flag up, you’ve got to march forward and people need to believe in something to be able to do that.”

Having talent like Richards and Doyle around him has allowed Perry to scale new heights by focussing on his strengths.

From the kitchen - So, does he still think like a chef or is he more inclined to the entrepreneurial bent?

“No, I’m just a cook at heart,” laughs Perry. “I live my whole life really thinking about food – and the next great glass of wine that I’m going to have is also very important.”

Perry says top of mind is the people he works for and the potential they have.

“I think about roles for them,” says Perry. “And to be honest, some of the reasons and the driving force behind why David and Trish and myself want to grow the business is that we’ve got these brilliant people. We don’t want them to go off and work with other people; we want to keep them and we want to grow them and we want them to become a very important part of our business.”

So, for Perry, the focus is two-fold: “the food content and the experience in my restaurants and the people within them”.

Lessons learnt - Perry says the journey has proved a steep – if profitable – learning curve.

“Life is a learning experience. I learn stuff every day about how people behave and what I should and shouldn’t do.

“You spend your life learning. I’m 52 now [and] I’ve realised that I’ll never know everything and every day is a new day and there are new things to learn. When I first started cooking, I was 26 and I thought I knew everything, I thought I was probably going to burn out by the time I was 30.”

Now, he says, it’s daunting that there is so much to achieve and so little time to do it in.

So, will the Perry Empire ever float? Perry says a move to list is highly unlikely as is an exit strategy.

“I don’t think about that,” says Perry. “I think about my three daughters and the people who work for me. I hope one day that someone takes it over. I’m hoping I’m sitting at a table when I’m 80 and they’re bringing over a bowl of soup and they say, chef, ‘is that ok today?’”

That, says Perry, would be more than ok.

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