I’m often asked by people to help them with web strategies for their business, and the most common question I get is “How do I make it go viral?”
“10 percent science and 90 percent art,” I always say to them. And many are displeased when I break it to them that I can help them with the 10 percent bit.
My marketing plan for Fuel is over a hundred pages long, a conservative estimate actually. To date I’ve put into action 99 percent of what is on there, and I don’t think I’ll ever get to a hundred percent. You see, this marketing plan is a living, breathing and growing organism whose death can only be brought about by my own. And that is how it needs to be.
Public tastes and habits are in a constant shift, and you’ve got to follow the herd wherever it goes, at least until you become good enough to predict their migratory path and arrive there before they do.
1-year plans do not work where online strategies are concerned. In today’s world, marketing plans that are not amorphous find their way into Darwinian doctrine, a “for e.g” designation ahead of its name.
Many have asked that I share my strategies with them. In fact I was approached by someone two weeks back to start a tech blog, something that I flat out turned down.
“Who’s got that time for that shit?” was the first thought to enter my mind. And my second thought was… hmmmmm, actually, I had no second thoughts about it. Not until now. I was on Word Press doing some minor edits on stuff, and the text box looked rather inviting.
A video of their very talented dog. A shampoo. A singing video that will be their instant shot to fame. The spread is mind blowing. Everyone has their own lottery ticket, and to find success, each has to be approached differently. The topic of digital marketing is discouragingly broad and deep. What I’d like to share with you is merely one concept that I employ for myself and for Fuel.
In London, I had the good fortune of learning under one of the best SEO specialists in Europe, and I picked up a lot from him. Google has since changed their algorithm for search many times, and I’ve done my best to keep in step. The power to influence and dominate search has for a long time been of core importance to businesses worldwide. Yes, its influence has waned with the arrival of social networks, but still, it should not be disregarded.
“Google is my homepage.” I set this as one of the tenets of my marketing strategy about a year and a half back. The goal was to own a fair amount of real estate on Google, especially in areas related to Fuel.
An author is as much a part of his work, as his work is a part of him. Where in the past a book could stand on its own merit, that no longer is the case. We now live in a world where the behind the scenes footage has taken center stage. The public demands it. So despite being a person who’s always been uncomfortable in the limelight, I now found I had no choice but to cast it on myself.
The first thing I secured on Google was my name, Jeremy Chin. This was done by establishing a strong presence online. “Strong presence” can be defined many ways, but only achieved in one; by being relevant. There are many ways you can cheat Google into thinking you are relevant, but never for long. And once discovered, they will not hesitate to blacklist your ass.
There was a time when you could Google my name and 9 of the top 10 results were related to me. And each time someone stepped into my territory, say through a platform like Vimeo, I would dive in there to dethrone them. Haha, the competitive side of me is revealed. I’ve not, however, kept my tenacity up in this area.
I always knew that me owning my name on Google would not be my shot to fame, but this was important groundwork that had to be laid. In the off chance that someone did want to find me, I wanted to make darn sure that they would.
Today, 90 of the top 100 searches for “Fuel” combined with “Jeremy Chin” yields pages linked to the book. Not to blow my own trumpet, but that is fucking insane, and the only way to achieve stats like these is to first have at least 90 pages out there on Fuel. No easy task I tell ya.
Each day, I have more material that flows from my computer than most multinational corporations. This stream of content make their way onto a whole range of platforms; mainstream ones like Facebook, Twitter, Google+, Tumblr, Pinterest, YouTube, Soundcloud, Vimeo, Zazzle.
On Facebook I have 5 fan pages, each championing different things, but all very relevant to the book. Each is updated daily.
Where websites are concerned, I have a number that are active.
There is jeremychin.com. I’ve not had time to do much with this as far as the book is concerned but I keep this around because I’ve had it for over a decade now, and it is fully indexed by Google. I’ve also got Fuel’s official website, fueldabook.com
And then there is justjezza.com, my blog site that gives a more intimate look into my head, and possibly the most human of my sites.
Fuelrunning.com is my line of Fuel-branded running merchandise. Thousands of items are available for purchase, each with Fuel branding on it.
The book’s CSR program is represented through ctrlztoday.com, an initiative I kicked into gear not merely to give back, but as a reminder of why I must keep fighting the fight
I chose to offset the disturbing eye-opening images found in Ctrl-Z with something more uplifting, so I created yichalal.info. Yichalal is a word that I used in Fuel. In Amharic, it means “anything is possible”. Fuel in essence is about the power of the human spirit to overcome all obstacles, and the word Yichalal captured that perfectly.
Each day, an image like the ones you see above, finds its way onto the website, each accompanied with text that complement the image. My goal with this project was to own the word ‘yichalal’. It took me 2 weeks to break into the top 20, another month to break into the top 10, and two months to wrestle the top spot from websites that have owned the word for years. There is still some jostling for the top spot, but once I have it securely in my grasp, I intend to flood cyberspace with thousands of these images, and anyone curious to Google the word will find themselves on my site, which also features the book.
All tiny victories in the overall war effort. But I’m on the march. The term ‘Fuel’ + ‘Book’ has also fallen into my hands. I have set my sights on ‘Running’ + ‘Book’. And one day, I may just be brave enough to take on Amazon and go after ‘Book’. I’m still trying to ascertain if this is ‘crazy’, or if it is ‘some crazy shit’. For now, I say, “Go ahead, bring it”. Yichalal!!!!!
“I am building a fire, and every day I train, I add more fuel. At just the right moment, I light the match.” – Mia Hamm