Setting Up a Mequoda Marketing System – Phase 1

To start a fully optimized Mequoda Marketing System, you will need the following:

  • An Internet Hub with strong attraction and conversion architecture that includes search engine optimized topic pages, OFIEs, OFINs, floaters and text links that lead to topical Rapid Conversion Landing Pages.
  • Rapid Conversion Landing Pages and Up Sell Order Flows to maximize conversion rates.
  • One or more high-frequency email newsletters to acquire and build loyal customer relationships.
  • Email newsletter subscription premiums that are the catalyst for a series of ongoing earned media and paid media email subscriber acquisition campaigns (and which cause increased conversion rates).
  • An online publishing team dedicated to maximizing your two key metrics (email circulation and revenue per email subscriber).

The Internet Hub is a one of seven Mequoda Website Archetypes discovered by reviewing more then 2000 media websites. Like all Mequoda Website Archetypes, it has a limited set of core functions that make it efficient for completing a limited group of user tasks that are key to the success of an online publishing operation or Mequoda Marketing System.

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The Internet Hub is designed to attract media users who are searching for information on a particular topic, often by using search engines. While the Mequoda Research Team has documented 27 unique programs that online publishers are using to drive website traffic to their Internet Hubs, let’s focus here on two: Google Organic Search and Google AdWords (Google’s pay-per-click paid advertising program). All four types of public pages are designed to be found by search engines and have strong conversion architecture.

There are four types of core public pages on a Mequoda Internet Hub:

Home Page: Offers navigational access to the topic pages and recent article pages; and offers multiple entry points into the email newsletter subscription process.

Topic Pages
: Offer navigational access to articles and other resources on a particular topic and are optimized for a small group of keywords (a keyword cluster); and offers multiple entry points into the email newsletter subscription process.

Article Pages
: Offer the user articles, reports and tips related to the topic that may have originally appeared as email newsletter content; and offers multiple entry points into the email newsletter subscriptions process.

Rapid Conversion Landing Pages
: Offer users the opportunity to subscribe to the Hub’s free email newsletter and receive a free special report as an incentive for becoming an email newsletter subscriber.

Other necessary components of a Mequoda Marketing System include:

Email Newsletter: Email newsletters, while always free, must contain extremely valuable, relevant content. They are editorial in nature, but can and should include a featured product with links to a sales letter landing page for the featured product.

Subscription Premium: Subscription premiums act as catalysts for each new customer acquisition campaign. They are typically instant downloads, usually free reports, which provides the user with instant gratification while providing the publisher with a virtually no-cost solution to acquiring new names.

Online Publishing Team: Online publishing teams are content-focused. An organigraph illustrates how online publishing team members interact with each other, the system, users and marketing partners to move content through the Mequoda Marketing System.

Home Page

The Mequoda Daily home page offers users navigational access to ten topics in the right navigation bar and navigational access to several recent articles in the main content area.

Conversion architecture:

For Unknown Users, the page includes:

  1. an entry floater that appears only if this is the first page viewed in the session
  2. an OFIE at the top of the main content area that pushes the article summaries down
  3. text links in the right hand navigation for “Free Mequoda Guidebooks.”

All conversion architecture entry points lead to Rapid Conversion Landing Pages for the Mequoda Daily email newsletter and one of several free guidebooks.

For Known Users the floater and OFIE elements of the conversion architecture are removed or re-tasked to sell paid information products.

Topic Page

Each of the ten Mequoda Daily topic pages offer users a brief search engine optimized description of the topic followed by a directory of articles on that topic. Many of the articles have been published via the Mequoda Daily email newsletter.

Conversion architecture functionality and conditionality (known and unknown user states) are identical to the Mequoda Daily home page.

Article Page

Each of the more than 170 Mequoda Daily article pages includes a search engine optimized article, tip or case study that is aligned with one or more Mequoda Daily topic pages. In addition to the core content, the page also includes links to related content, user comments in a blog (web log) format.

Conversion architecture functionality and conditionality (known and unknown user states) are identical to the Mequoda Daily home page.



Rapid Conversion Landing Page

Each Mequoda Daily Rapid Conversion Landing Page offers the user a quick and easy opportunity to subscribe to the Mequoda Daily email newsletter and receive a special report or guidebook as a free bonus.

Conversion architecture is designed to allow action without scrolling. If the user does scroll, the page offers additional search engine optimized content describing the free newsletter and free special report plus several additional entry points into the conversion process. This page is the nexus for all site organic conversion architecture from home, topic and article pages related to the topic. It may also be the entry page for earned media programs like organic search, link building and public relations. It is always the entry page for paid media programs like Google AdWords (pay-per-click), affiliate marketing and Internet advertising.

Email Newsletter

Each issue of the Mequoda Daily email newsletter features one article, tip or case study on one of the 10 topics covered. Content for each issue is first posted to the website as a new article page and then broadcast to subscribers a few hours later. Some Mequoda operators publish one full article while others publish several summaries or teasers with links back to the complete article at the Internet Hub.

Actions initiated by email newsletters like the Mequoda Daily, will typically account for 20 to 40 percent of the annual spending for the average subscriber. Each issue typically includes a featured product with links to a Sales Letter Landing Page plus links to related information products and links to the bookstore or marketplace directory pages.


Subscription Premium

Like most Mequoda Marketing System operators, the Mequoda Daily online publishing team produces an ongoing series of free special reports to act as catalysts for each new Mequoda Daily subscriber acquisition campaign.

The reports may be similar in length and depth to reports that are sold to Mequoda Daily subscribers or may be excerpts or summaries of paid information products, setting up an obvious up sell opportunity.


Online Publishing Team

The Mequoda OrganiGraph illustrates how online publishing team members interact with each other, the system, users and marketing partners to move content through the Mequoda Marketing System.

Members of the team shown in green are primarily moving marketing content thru the system while those shown in red are primarily producing premium content that will be sold as information products (books, reports, seminars, events, library, etc…).

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