The Tellus News Digest Marketing Plan
The Marketing Plan is integral to the success of the Tellus Experiment.
Unless you have a few hundred thousand dollars to spend on Adword purchases and other forms of advertising, the only way to promote a website is to publish a lot of articles, get a lot of comments on them, and work toward making at least some articles “go viral.”
Going “viral” (in case you have been living under a for a really long time) means to earn a large number of hits over a short period of time. A large number of hits over a really long period of time does not make an article go viral. In addition to hits (visits to the article), you also need “likes” and repostings that spread the article even further.
The Key Components of the Tellus Marketing Plan
- Write high quality articles that are interesting to the reader and include information that is useful to them.
- Immediately comment on your own article as soon as it appears. It’s a good idea to hold back the last paragraph of your article and post that paragraph as a postscript comment.
- Post your article on your social media accounts. You really must have Facebook and Twitter accounts in order to make this work. That’s the bare minimum.)
- Send out an email to your personal mailing list, telling friends, family and co-workers that you have published an article on Tellus and providing a link to the article (unless, of course, you don’t want them to read your article.) This enables you to keep your social media accounts up to date with current affairs.
- Read and comment upon new Tellus articles written by other contributors. (This is a good time to suggest corrections and improvements for each other’s articles. If you disagree with an article, don’t be shy about saying so. Controversy builds traffic.)
- Post links to other contributors articles on your social media accounts. Do unto others as you would have others do unto you.
- Send out email blasts with links to articles on Tellus that you have liked.
How We Help You Promote Your Articles
- We have a Tellus News Digest Facebook Page and a Tellus News Digest Twitter Account on which all of the articles published on Tellus appear automatically. (We are waiting until we have more content before we expand our social media presence.)
- We are building an automated mailing list system that will send out email alerts to your mailing list whenever you publish an article so you don’t have to.
- We will also be publishing a daily digest of selected new Tellus articles that will go out to a subscriber list consisting of writers and editors for other publications to promote coverage for your articles.
- We will also show you how to promote your articles to the media to increase the visibility of your individual brands. (Your success is our success.)
While some publishing ventures are still trying to survive on subscription fees or contributions from the general public, it is glaringly obvious that advertising revenues have always underwritten the publication of periodicals. The only exceptions to this paradigm are some scholarly journals and book publishing. (Book publishing is a completely different paradigm and exists solely on per unit sales.)
Advertisers are only interested in one thing when the spend their advertising budgets: traffic. The more visits you get to your website, the more money you will make. The catch is that, in order to generate the traffic required to earn enough advertising revenue to support your publication (and its writers), you need to generate the traffic before the advertisers are willing to fork over their cash. In order to generate that traffic, you need content. In order to create the content, you need content creators but cont
The average email user has a personal network of approximately 500 unique contacts, including email contacts, Facebook friends, Twitter followers, Instagram buddies and so on and so forth.
This what we call your primary marketplace….but most of us NEVER send out bulk emails to our entire contact list. We never even think of doing that, but that’s the key to success on the internet.
Our marketing system is very simple: If you take one hundred people, each of whom has approximately 500 people on their email lists, and put their email lists together, you would have a contact list of approximately 50,000 people. (Yes, there will a significant amount of overlap because of overlapping relationships, but bear with us.)
If you send out an appeal to your entire list, you might get as many as 10 percent of the people on your list to do something for you. ( A two percent rate of return is considered exceptionally good in direct mail marketing, but we are addressing a target population with whom you already have some kind of relationship, which makes a 10 percent rate of return feasible.) That’s 50 people. If each of the 50 people who respond to your appeal to join Tellus sends the same appeal to their lists, you might get 2,500 people to react to that appeal. That’s how networks grow.
Most of us would be thrilled to get 2,500 reads on anything we write…but let’s go one step further. Each of those 500 people on the average person’s combined contact lists also have networks of approximately 500 people each. If they send out the same opt-in request, you now have 12.5 million possible “recruits.” which translates into 1.25 million potential members. .
In other words, a properly deployed marketing network that starts off with just one hundred people can create a universe of more than 12.5 MILLION potential readers. If we get a ONE PERCENT response from a network of 12.5 million people, that still works out to 125,000 hits on any given article, which turns any article into a “super-viral” article.
The Power of Network Marketing
The ability to address 125,000 people directly, without any intermediary between you and that audience, is economic, social and political power…and all it takes to get that snowball started is a simple email asking your friends – and their friends – to read your articles on Tellus.
But what’s in it for them? Your friends might come to Tellus to read your articles, but why would their friends – people who don’t know you at all – click on the links to your articles?
The answer – as every fundraiser in the world knows – is that it all depends on who is doing the asking. The nature of the cause doesn’t matter. If my friend asks me to listen to a fundraising appeal, I will listen out of courtesy to my friend, and I will feel a greater pressure to give because of the friend who asked me to consider giving to that particular cause.
So, yes, at least some of the friends of your friends will make the effort to read your articles, but that’s only half the battle. The other half of the battle is to convert those casual visitors into Tellus readers, and that depends on the quality and consistency of the product we’re marketing.
That product is US, the articles we write, the comments we make about each other’s articles, the controversies that spring up among us, the information we provide, and the perspectives we share with each other.
We are aiming to create a publication with a ten to one ratio of contributors to editors in an environment in which we trust each other to mediate the comments on our posts, and maintain good decorum on the website. In other words, our goal for Tellus is to be an example of an online civil society.
Now, if we were to expand our cadre of content creators to 500 people, look at what that does to the math: With 500 contributors, our PRIMARY network would consist of 250,000 people, and our indirect connections would increase to 125,000,000 readers and writers. ONE HUNDRED AND TWENTY-FIVE MILLION PEOPLE is equal to the total number of people who voted in the 2016 presidential election, and represents 39 percent of the population of the United States.
Think that’s impossible? Facebook has amassed 2.2 billion total users who access their system at least once a month, and earns billions of dollars a month in advertising revenues because they have those 2.2 billion users.
Well, 125 million users – defined as anyone who writes, reads, and comments on the contents of the Tellus website – is nothing to sneeze at either. Advertisers will flock to our site, which will generate the revenues we need to achieve our goals.