Saturday, March 31, 2012
The Relevance revolution
This is a guest post by Bryan Pearson. Bryan is the President
and CEO of LoyaltyOne and author of the forthcoming book The Loyalty Leap: Turning
Customer Information Into Customer Intimacy, which will be published in
May 2012. LoyaltyOne is a global provider
of loyalty strategy and
programs, customer analytics and relationship marketing services.
LoyaltyOne businesses include Canada's AIR
Thursday, March 29, 2012
6 Places to find inspiration
Every creative person has those days when you just can't focus on any ideas or have this aching creative block. There are times where you will need to dig deep to find inspiration for a project. This more than likely involves you leaving the confines of your desk or cubical to soak in some new surroundings.
Often times our simplest surroundings can spark an idea. Inspiration can come from anywhere, a blob of ketchup on your plate could be the shape of an icon you needed for a masterpiece logo, or the way you see something in the reflection of a window can be what you are looking for in a texture. We often find these ideas in the least likely spots.
Here are six inspiring places to pull great thoughts and ideas from:
Often times our simplest surroundings can spark an idea. Inspiration can come from anywhere, a blob of ketchup on your plate could be the shape of an icon you needed for a masterpiece logo, or the way you see something in the reflection of a window can be what you are looking for in a texture. We often find these ideas in the least likely spots.
Here are six inspiring places to pull great thoughts and ideas from:
- Shoe Stores - There is such a variety of shapes, colors, textures and patterns, you'd be amazed at what inspiration you can get from shoes.
- Kids Toy Boxes - There is so much life and positive energy in children and you can get a load of inspiration from their toys.
- Construction Sites - Believe it or not there are a lot of ideas to be had from watching construction in progress...it's new life, masses of materials being shuffled, the sounds and experience can shake loose some really creative thinking.
- Book Stores - There are many examples and design sources to absorb in your local bookstore. From the magazine rack to the fiction section you are liable to find something inspiring.
- Community Park - It's always inspiring to be outdoors. Go to your local park and get some fresh air, listen to the birds, watch the kids play. That will clear the cobwebs out.
- Home Improvement Stores - Last but not least your local hardware store. It may not seem like it but there are so many materials, shapes, and sizes you can pull inspiration from. Don't forget to hit the garden section as there are bounds of plants, colors, smells and attractive surroundings to take in.
As always if you have a project or concept you are stuck on, give us a call. We are always thinking of new ways to be creative and help out.
Until next time,
Jeremy
Wednesday, March 28, 2012
You've Gotta Be Flexible
I’m a runner. I run about 25-35 miles per week. And I stretch just about every day. Why? Because, to PREVENT trouble, you have to be flexible.
Here’s an industry example.
In December of 2011, we had a 2012 strategic marketing plan approved for a client. It outlined the key objectives for the year and the tactics we would use to achieve them. We had a month-by-month “map” of exactly what tactics we had planned.
In January, that same client stumbled into an outstanding opportunity … an RFP to be the “official” bank of the area’s largest college – and, coincidentally, the area’s largest employer. By February, we had won the bid and this month we opened 2 new branches on the university campus. This is in addition to a new branch that we opened in a different market this month.
The university project was certainly NOT in the plan. And, though the other new branch was planned for, opening 3 new branches in one month was not! To say the least, we had to reallocate some time and monetary resources.
The lessons:
- As we wrap-up Q1 2012, relook at your plan and measure against your annual objectives. How are you doing?
- Though is took a lot of hard work to put together, your plan is not etched in granite (if it actually IS, relook at your budget allocation!). When you create your plan, you have to realize that it will likely NOT execute to the letter.
- Though the last 60 days have been crazy … because we have a well-conceived plan that is based in bank objectives, we are now starting to migrate back to executing it.
Check your plan. How are you performing against it for Q1? What has had to change, or what do you anticipate changing in the next quarter? Have you learned any lessons from your past tactics that can make the rest of the year stronger?
Just as flexible muscles prevent big trouble on race day …. A flexible plan can prevent big trouble to your marketing efforts.
-------------------------------------------------------------------------------
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Tuesday, March 27, 2012
Do You Have Marketing Content for Fear, Uncertainty, and Doubt?
Most B2B marketers are naturally positive people. Professionally, they have an innate predisposition to focus on what's good about their company and its products and services. Most marketers are less comfortable dealing with any perceived "weaknesses" of their products or services or with the challenges that companies face when using them. So, most marketers have a built-in tendency to minimize, gloss over, or simply ignore those issues.
That's a mistake because fear, uncertainty, and doubt (FUD) are part of every significant buying decision. In The Buyersphere Project, Gord Hotchkiss wrote, "B2B buying decisions are usually driven by one emotion - fear. Specifically, B2B buying is all about minimizing fear by eliminating risk."
Ardath Albee, author of eMarketing Strategies for the Complex Sale and the Marketing Interactions blog, includes a stage called "Step Backs" in her description of the buying process. This is where the concerns and fears of the buying group rise to the surface and stop (at least temporarily) the forward momentum of the buying decision. I agree with Ardath that a step back stage is probably present in most B2B buying situations, but I also contend that FUD permeates the entire buying process and can appear at any stage.
Your prospects' fears, uncertainties, and doubts usually involve concerns about your product or service or your company, and about their ability to do what is required to reap the full benefits of your proposed solution. Throughout the buying process, members of the buying group will be asking themselves or each other questions like:
You should also consider creating a group of content assets (call them white papers, tip sheets, or whatever) that describe how customers can avoid the most common (and/or most serious) implementation problems and accelerate their ability to reap the full benefits of your solution.
How do you determine which FUD issues to address?
That's a mistake because fear, uncertainty, and doubt (FUD) are part of every significant buying decision. In The Buyersphere Project, Gord Hotchkiss wrote, "B2B buying decisions are usually driven by one emotion - fear. Specifically, B2B buying is all about minimizing fear by eliminating risk."
Ardath Albee, author of eMarketing Strategies for the Complex Sale and the Marketing Interactions blog, includes a stage called "Step Backs" in her description of the buying process. This is where the concerns and fears of the buying group rise to the surface and stop (at least temporarily) the forward momentum of the buying decision. I agree with Ardath that a step back stage is probably present in most B2B buying situations, but I also contend that FUD permeates the entire buying process and can appear at any stage.
Your prospects' fears, uncertainties, and doubts usually involve concerns about your product or service or your company, and about their ability to do what is required to reap the full benefits of your proposed solution. Throughout the buying process, members of the buying group will be asking themselves or each other questions like:
- Does the proposed solution provide all of the capabilities we need?
- Will the proposed solution work as promised?
- Is the supplier financially stable?
- Will the supplier be able to meet our needs as they change and evolve?
- What if our employees won't buy into and use the proposed solution?
- What if we can't successfully implement the proposed solution?
- What if we can't reengineer our business processes to maximize the benefits of the proposed solution?
- White papers, webinars, and product/service specifications can reduce the FUD that's related to your product or service.
- Analyst reports can show the financial stability of your company.
- Customer case studies can show how companies have successfully implemented and used your solution.
You should also consider creating a group of content assets (call them white papers, tip sheets, or whatever) that describe how customers can avoid the most common (and/or most serious) implementation problems and accelerate their ability to reap the full benefits of your solution.
How do you determine which FUD issues to address?
- Ask your salespeople.
- Talk with customers who achieved quick success with your solution - and with some whose path to success was more challenging.
- If possible, interview some prospects who chose not to buy from you and find out why.
Sunday, March 25, 2012
Quick reflections on a changing media landscape
Just a few thoughts on the changing landscape of arts journalism...
Content aggregation vs. reporting. As newsroom staffs are being cut, an alarming number of original source reporting outlets are shifting to content aggregation. Very few media outlets now have dedicated full-time reporters that are assigned to the arts. With an increase in content aggregation and a decrease in original reporting, editorial power is shifting to the fewer outlets that are creating content which in turn feeds the increasing number of aggregators. Just a short time ago, it used to be that a significant story would be covered by several local and national outlets, allowing a well-rounded view of the story to emerge. Today, whatever the view of the originating source becomes the defacto view of aggregating outlets, thereby often times giving a single reporter the responsibility of judge, jury and executioner. That said, I have found that there are some journalists who aggregate content, and then editorially expound upon amassed content. I have found that in doing so, these journalists feel the pressure to produce original editorial based upon what others have said, but they do not view themselves as primary source journalists, meaning that they will comment on previous work, but will not expend the energy to actually conduct interviews or investigate if forgone conclusions are accurate.
The rise of "gotcha" journalism. It used to be that purposefully snarky reporting was the realm of the social blogosphere, or at best, the weekly alternative paper. In a surprising turn of events, the Washington Post, one of the most respected new sources for arts journalism in the country, sent out the following message in late February: “Got a grievance to air about the Washington arts scene? Is complaining your favorite form of catharsis? Our Sunday Arts section is seeking critics like yourself, who are interested in giving our local and cultural scene some tough love.” Why would such a reputable news source specifically solicit grievances and nothing else? Wouldn't they want a balanced view from the community on the impact of the arts in our nation's capital? particularly at a time when arts funding is getting slashed? I fear that ill-conceived attempts at gaining readership will result in using tactics that just a few years ago would have been laughed out of the newsroom. Quality arts reporting, as it rapidly diminishes in communities across the nation, should become a strong competitive advantage for those that continue to invest in it. For another viewpoint, please check out Howard Sherman's excellent post here.
Pay to play, and the abandonment of journalistic ethics. I have a feeling that even prehistoric publicists had to deal with "news outlets" that refused editorial coverage unless advertising money was attached, but it used to be that these outlets were few and came with tarnished reputations in their communities. Today it is almost as likely that a marketing director will arrange an editorial feature via an account rep as it is a publicist via an editor. And outlets aren't shy about it. Previously a publisher might say to you with a wink that he would see what he could do, but now they flat out tell you if you want to be reviewed, you need to buy an ad! If a feature article, and much more so a review, is attached to an advertising buy, journalistic ethics have been thrown out the door. Just on principle, even when I did have the resources to make an ad buy, if an offer was made, I walked away from the table. There has to be a line.
To tweet, or not to tweet? If you are an executive of an arts organization, and you are considering joining Twitter, here are a couple of things to consider:
Content aggregation vs. reporting. As newsroom staffs are being cut, an alarming number of original source reporting outlets are shifting to content aggregation. Very few media outlets now have dedicated full-time reporters that are assigned to the arts. With an increase in content aggregation and a decrease in original reporting, editorial power is shifting to the fewer outlets that are creating content which in turn feeds the increasing number of aggregators. Just a short time ago, it used to be that a significant story would be covered by several local and national outlets, allowing a well-rounded view of the story to emerge. Today, whatever the view of the originating source becomes the defacto view of aggregating outlets, thereby often times giving a single reporter the responsibility of judge, jury and executioner. That said, I have found that there are some journalists who aggregate content, and then editorially expound upon amassed content. I have found that in doing so, these journalists feel the pressure to produce original editorial based upon what others have said, but they do not view themselves as primary source journalists, meaning that they will comment on previous work, but will not expend the energy to actually conduct interviews or investigate if forgone conclusions are accurate.
The rise of "gotcha" journalism. It used to be that purposefully snarky reporting was the realm of the social blogosphere, or at best, the weekly alternative paper. In a surprising turn of events, the Washington Post, one of the most respected new sources for arts journalism in the country, sent out the following message in late February: “Got a grievance to air about the Washington arts scene? Is complaining your favorite form of catharsis? Our Sunday Arts section is seeking critics like yourself, who are interested in giving our local and cultural scene some tough love.” Why would such a reputable news source specifically solicit grievances and nothing else? Wouldn't they want a balanced view from the community on the impact of the arts in our nation's capital? particularly at a time when arts funding is getting slashed? I fear that ill-conceived attempts at gaining readership will result in using tactics that just a few years ago would have been laughed out of the newsroom. Quality arts reporting, as it rapidly diminishes in communities across the nation, should become a strong competitive advantage for those that continue to invest in it. For another viewpoint, please check out Howard Sherman's excellent post here.
Pay to play, and the abandonment of journalistic ethics. I have a feeling that even prehistoric publicists had to deal with "news outlets" that refused editorial coverage unless advertising money was attached, but it used to be that these outlets were few and came with tarnished reputations in their communities. Today it is almost as likely that a marketing director will arrange an editorial feature via an account rep as it is a publicist via an editor. And outlets aren't shy about it. Previously a publisher might say to you with a wink that he would see what he could do, but now they flat out tell you if you want to be reviewed, you need to buy an ad! If a feature article, and much more so a review, is attached to an advertising buy, journalistic ethics have been thrown out the door. Just on principle, even when I did have the resources to make an ad buy, if an offer was made, I walked away from the table. There has to be a line.
To tweet, or not to tweet? If you are an executive of an arts organization, and you are considering joining Twitter, here are a couple of things to consider:
- Twitter is a community. If you do not have the time to adequately nourish online relationships in Twitter, don't join.
- You are always on the record. It is an open community in which anyone can ask any question at any time. Don't let the relaxed environment fool you. Every 140 character response is on the record. For a good laugh, please refer to the top 10 celebrity Twitter scandals. It is easy to understand why journalists encourage joining, as many a good story have come of it.
- Silence speaks volumes. Thinking about joining, and then side-stepping the tough questions? Often times what you don't say communicates even more than what you do say. You should be prepared to answer questions that you won't want to. And in this environment, "no comment" doesn't go over quite so well.
Saturday, March 24, 2012
Markets or shareholders?
There is a fine line between professing free-market capitalism and teaching the subversion of those markets that is crossed in business-school
classrooms every day.
On the one hand, the textbook description of free markets
implies open competition in markets where information flows freely, where no
single player is powerful enough to influence aggregate demand or supply, where
any
Thursday, March 22, 2012
Concerned by the recent Google Penguin update? No need for SEO crisis management if you're informed...
Is the "A" in SONAR (article marketing) still a viable tactic with search engines and the Farmer/PANDA and the recent, Penguin, updates?
Lately I've been hearing a lot of people saying things such as: 'Google doesn't like content or article marketing since they changed their algorithms' and 'article directories are not useful for search engine marketing and link-building efforts anymore.' I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!) ...
-- 'Mix' it up. It's always a smart thing to have a diversified online marketing mix. I suggest to clients to look at their online marketing plan like a pie, and each slice is a tactical allocation -- organic and paid for strategies. As with your financial planning ventures (such as with your retirement account), it's always safer to diversify than put all your eggs in one basket. The same holds true for your online marketing plan. Mix it up and keep it diversified. Some allocations may be smaller than others, based on budget, objective, and other variables. But it's good to spread it out across many tactics and online marketing channels such as organic search, paid search, social media, online PR, content marketing, etc. Then if one tactic is a laggard and others are leaders, it all balances out in the end. This also helps compensate for algorithmic `bumps in the road' that may temporarily affect your search engine optimization (SEO) and search engine marketing (SEM) efforts.
--Doing It 'Right' Can't Be Wrong. Google and other search engines often change their algorithms to as keep search results relevant and fresh to related queries as well as impact unscrupulous 'black hat' practicing marketers who use no-no tactics such as gateway pages, keyword stuffing, link baiting, link farming, content farming and more. These are the folks that link to irrelevant sites with irrelevant content to the equivalent of content spamming. For compliant content marketers or those using the SONAR Content Distribution Model -- the core strategy is to leverage high quality, useful, content through synchronized, synergistic and relevant online distribution. SONAR and content marketing, when implemented correctly, include 'white hat' SEO principles. And if you're using quality, original content with either of those marketing tactics and distributing your content to targeted, relevant sites, you really can't go wrong.
--Quality And Relevance Are Key! According to Webpronews.com, when Google released their official statement about the algorithm change in 2011, the Farmer/Panda update was aimed to help more quality websites be higher in the search results versus content farms with irrelevant, unbeneficial content based on the keywords being searched. Article directories may have initially been stuck in the cross-hairs losing some initial value, but again, if you are putting out `UVA' (useful, valuable, actionable) content into numerous organic online channels, the diversity and balance will offset any temporary side affects which may occur versus doing article directory marketing by itself. Based on my experience, if you push out quality, original content in several places including article directories, your articles should appear in pages 1-5 of Google search results. And with Google's latest `freshness' update, the most timely and relevant content should appear in descending order by date from the top of the search results. Quality and relevance are key.
--Targeted Link-Building. Links, whether it's one way back link or a reciprocal back link, are still links. Quality links help SEO, and that is undisputable. But again, there's some ground rules to do it right within best practices ... and do it wrong. Links should be quality links, and by that I mean on sites that have relevant content and a synergistic audience as to your own. It should also be a site with a good traffic rank. I prefer to do link building manually and do it strategically. I research sites that are synergistic in all ways to the site I'm working with (albeit one-way or reciprocal links). Doing it manually allows more targeted selection and control over where you want your links to go. Manual selection and distribution can also lead to other opportunities down the road with those sites you're building relationships with including cross-marketing or editorial efforts such as editorial contributions, revenue shares and more. In my view, this approach is both link building and relationship building.
--Location, Location, Location. Where you link to is important. When doing SONAR or content marketing, I always tell clients to deep link, that is, not just link to their home page -- which to me, doesn't make any sense anyway, as there's too many distractions on a home page. Readers need a simple, direct call to action. Keep them focused. It's always smarter to link to your source article, which should be on one of your subpages, such as the newsletter archive page or press release page. Now you have a connection -- the article/content excerpt you pushed out and is appearing in the SERPs (search engine result pages) and its redirect links to the full version on your archive or press page. You've satisfied the searches expectations by not doing a `bait and switch'. There's relevance and continuity. And to help monetize that traffic, that newsletter archive or press webpage (which you're driving the traffic to), the background should contain fixed elements to 'harness' the traffic it will be getting for list growth and cross-selling such as fixed lead gen boxes, text ads, banner ads, editorial notes, and more. These elements should blend with your overall format, not being to obnoxious, but being easily seen.
--Catalyst Content. It's always important to make sure you publish the content on your website first ... I call this your 'catalyst content'. This is the driving source which all other inbound marketing will occur and be focused around. Your website articles should be dated and be formatted similar to a news feed or blog. Also, posting timely press releases will work favorable as they will be viewed by Google and human readers as the latest news (again favorable to Google's latest `freshness' update). At the same time, send your content out via email (i.e. ezine) to your in-house list before external marketing channels see it. This helps from an SEO standpoint, but also helps with credibility and bonding with your subscribers and regular website visitors as they should get your information before the masses. There you go. My best practices for marketing with content. I don't practice nor condone 'black hat' marketing tactics. I've always been lucky enough to work for top publishers and clients that put out great, original content. It really does all boil down to the quality of the content when you talk about any form of article and search engine marketing. Content is king, and when you have strong editorial, along with being a `creatively strategic' thinker, you don't need to engage in 'black hat' or questionable SEO/SEM. Algorithms are always changing. It's good to be aware of the latest news, trends and techniques, but also not to put you're your eggs in one basket and build your entire online marketing strategy based on the `current' algorithms. Using solid content, analyzing your websites visitor and usage patterns and keeping general best practices in mind are staple components that will always play an important role in content marketing.
Google, SEO and Content Syndication: Debunking The Duplicate Content Myth
Oftentimes, real-life experiences with my clients influence my blog posts.For instance, recently a consulting client of mine asked me if I agreed with a colleague of his about Google disliking duplicate content and to reduce or refrain the amount of content he syndicates (distributes) on the Web.I think there’s a huge misunderstanding out there about how to distribute your content without hurting your website in the eyes of search engines.If you publish content, you should have the first, original content on your website. No doubt.
However, you can "repurpose" it and strategically distribute it on the Web, and this will not hurt your search engine/Google SEO efforts.This is something I refer to in my SONAR Content Distribution Model TM and has helped my clients’ quantifiably increase traffic rank, traffic visits, leads and sales.SONAR is a cost effective, yet powerful, method of repurposing and synchronizing content (albeit text, audio, video) distribution into various, targeted channels. And it allows companies, publishers, entrepreneurs … basically anyone with content on their website … the ability to ultimately turn traffic into sales.
SONAR represents the following online distribution platforms:
S Syndicate partners, content syndication networks, and user generate content sites
O Online press releases
N Network (social) communities
A Article directories
R Relevant posts to blogs, forums, and bulletin boards
SONAR Case study: My synchronized content distribution technique helped increase traffic ranking and visits to a alternative health website by 3,160% and 81.5% respectively in only three months. And in four months, traffic visits increased to an investment website by nearly 80% as well as an increase its traffic ranking by nearly 150 percent. Plus, the traffic to this investment site was monetized for an ROI of 221%.So not only was the website’s SEO/SEM efforts NOT hut by content syndication, it actually improved exponentially with rank, visits and sales.
The key is to repurpose the content. To tweek an original article on your website with minor changes (for example to headline, intro paragraph, closing, etc.) and then syndicate on other different websites.Google tries to look for the best version…where the content originated...the first, primary source (usually your website) and typically that site that gets the "search engine credit" so to speak via the higher ranking in the organic results listing.
In Google's view, duplicate content is more hurtful for a site if it's posted in more then one place on that SAME DOMAIN (not via syndication on other websites such as through online press releases, article directories, etc.) .
For example, if you may have two pages on your site with virtually the same content, in most cases, Google notices this and ignores one of those webpages. You will not get both of those listings in the search engine organic results…just one of them.Keep in mind, Google will decide your pages are duplicate if ONLY your (page titles and meta descriptions) are the same. So make sure each webpage on your site has unique, relevant tags with targeted keywords.Now if you’re concerned about webpages on your website and it’s text "printer friendly version" hurting your website’s SEO… simply block the search engines from spidering the print friendly version.When you think about it...syndicating content is the SEO model of social sites (like Digg, Drop Jack, StumpleUpon, etc.) and article directories.
So make sure you understand the power of your content and how to syndicate it the right way before you hit the breaks on any SEO/SEM efforts.
Because that’s what will actually hurt your site … doing nothing and not leveraging your content.
Lately I've been hearing a lot of people saying things such as: 'Google doesn't like content or article marketing since they changed their algorithms' and 'article directories are not useful for search engine marketing and link-building efforts anymore.' I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!) ...
-- 'Mix' it up. It's always a smart thing to have a diversified online marketing mix. I suggest to clients to look at their online marketing plan like a pie, and each slice is a tactical allocation -- organic and paid for strategies. As with your financial planning ventures (such as with your retirement account), it's always safer to diversify than put all your eggs in one basket. The same holds true for your online marketing plan. Mix it up and keep it diversified. Some allocations may be smaller than others, based on budget, objective, and other variables. But it's good to spread it out across many tactics and online marketing channels such as organic search, paid search, social media, online PR, content marketing, etc. Then if one tactic is a laggard and others are leaders, it all balances out in the end. This also helps compensate for algorithmic `bumps in the road' that may temporarily affect your search engine optimization (SEO) and search engine marketing (SEM) efforts.
--Doing It 'Right' Can't Be Wrong. Google and other search engines often change their algorithms to as keep search results relevant and fresh to related queries as well as impact unscrupulous 'black hat' practicing marketers who use no-no tactics such as gateway pages, keyword stuffing, link baiting, link farming, content farming and more. These are the folks that link to irrelevant sites with irrelevant content to the equivalent of content spamming. For compliant content marketers or those using the SONAR Content Distribution Model -- the core strategy is to leverage high quality, useful, content through synchronized, synergistic and relevant online distribution. SONAR and content marketing, when implemented correctly, include 'white hat' SEO principles. And if you're using quality, original content with either of those marketing tactics and distributing your content to targeted, relevant sites, you really can't go wrong.
--Quality And Relevance Are Key! According to Webpronews.com, when Google released their official statement about the algorithm change in 2011, the Farmer/Panda update was aimed to help more quality websites be higher in the search results versus content farms with irrelevant, unbeneficial content based on the keywords being searched. Article directories may have initially been stuck in the cross-hairs losing some initial value, but again, if you are putting out `UVA' (useful, valuable, actionable) content into numerous organic online channels, the diversity and balance will offset any temporary side affects which may occur versus doing article directory marketing by itself. Based on my experience, if you push out quality, original content in several places including article directories, your articles should appear in pages 1-5 of Google search results. And with Google's latest `freshness' update, the most timely and relevant content should appear in descending order by date from the top of the search results. Quality and relevance are key.
--Targeted Link-Building. Links, whether it's one way back link or a reciprocal back link, are still links. Quality links help SEO, and that is undisputable. But again, there's some ground rules to do it right within best practices ... and do it wrong. Links should be quality links, and by that I mean on sites that have relevant content and a synergistic audience as to your own. It should also be a site with a good traffic rank. I prefer to do link building manually and do it strategically. I research sites that are synergistic in all ways to the site I'm working with (albeit one-way or reciprocal links). Doing it manually allows more targeted selection and control over where you want your links to go. Manual selection and distribution can also lead to other opportunities down the road with those sites you're building relationships with including cross-marketing or editorial efforts such as editorial contributions, revenue shares and more. In my view, this approach is both link building and relationship building.
--Location, Location, Location. Where you link to is important. When doing SONAR or content marketing, I always tell clients to deep link, that is, not just link to their home page -- which to me, doesn't make any sense anyway, as there's too many distractions on a home page. Readers need a simple, direct call to action. Keep them focused. It's always smarter to link to your source article, which should be on one of your subpages, such as the newsletter archive page or press release page. Now you have a connection -- the article/content excerpt you pushed out and is appearing in the SERPs (search engine result pages) and its redirect links to the full version on your archive or press page. You've satisfied the searches expectations by not doing a `bait and switch'. There's relevance and continuity. And to help monetize that traffic, that newsletter archive or press webpage (which you're driving the traffic to), the background should contain fixed elements to 'harness' the traffic it will be getting for list growth and cross-selling such as fixed lead gen boxes, text ads, banner ads, editorial notes, and more. These elements should blend with your overall format, not being to obnoxious, but being easily seen.
--Catalyst Content. It's always important to make sure you publish the content on your website first ... I call this your 'catalyst content'. This is the driving source which all other inbound marketing will occur and be focused around. Your website articles should be dated and be formatted similar to a news feed or blog. Also, posting timely press releases will work favorable as they will be viewed by Google and human readers as the latest news (again favorable to Google's latest `freshness' update). At the same time, send your content out via email (i.e. ezine) to your in-house list before external marketing channels see it. This helps from an SEO standpoint, but also helps with credibility and bonding with your subscribers and regular website visitors as they should get your information before the masses. There you go. My best practices for marketing with content. I don't practice nor condone 'black hat' marketing tactics. I've always been lucky enough to work for top publishers and clients that put out great, original content. It really does all boil down to the quality of the content when you talk about any form of article and search engine marketing. Content is king, and when you have strong editorial, along with being a `creatively strategic' thinker, you don't need to engage in 'black hat' or questionable SEO/SEM. Algorithms are always changing. It's good to be aware of the latest news, trends and techniques, but also not to put you're your eggs in one basket and build your entire online marketing strategy based on the `current' algorithms. Using solid content, analyzing your websites visitor and usage patterns and keeping general best practices in mind are staple components that will always play an important role in content marketing.
Google, SEO and Content Syndication: Debunking The Duplicate Content Myth
Oftentimes, real-life experiences with my clients influence my blog posts.For instance, recently a consulting client of mine asked me if I agreed with a colleague of his about Google disliking duplicate content and to reduce or refrain the amount of content he syndicates (distributes) on the Web.I think there’s a huge misunderstanding out there about how to distribute your content without hurting your website in the eyes of search engines.If you publish content, you should have the first, original content on your website. No doubt.
However, you can "repurpose" it and strategically distribute it on the Web, and this will not hurt your search engine/Google SEO efforts.This is something I refer to in my SONAR Content Distribution Model TM and has helped my clients’ quantifiably increase traffic rank, traffic visits, leads and sales.SONAR is a cost effective, yet powerful, method of repurposing and synchronizing content (albeit text, audio, video) distribution into various, targeted channels. And it allows companies, publishers, entrepreneurs … basically anyone with content on their website … the ability to ultimately turn traffic into sales.
SONAR represents the following online distribution platforms:
S Syndicate partners, content syndication networks, and user generate content sites
O Online press releases
N Network (social) communities
A Article directories
R Relevant posts to blogs, forums, and bulletin boards
SONAR Case study: My synchronized content distribution technique helped increase traffic ranking and visits to a alternative health website by 3,160% and 81.5% respectively in only three months. And in four months, traffic visits increased to an investment website by nearly 80% as well as an increase its traffic ranking by nearly 150 percent. Plus, the traffic to this investment site was monetized for an ROI of 221%.So not only was the website’s SEO/SEM efforts NOT hut by content syndication, it actually improved exponentially with rank, visits and sales.
The key is to repurpose the content. To tweek an original article on your website with minor changes (for example to headline, intro paragraph, closing, etc.) and then syndicate on other different websites.Google tries to look for the best version…where the content originated...the first, primary source (usually your website) and typically that site that gets the "search engine credit" so to speak via the higher ranking in the organic results listing.
In Google's view, duplicate content is more hurtful for a site if it's posted in more then one place on that SAME DOMAIN (not via syndication on other websites such as through online press releases, article directories, etc.) .
For example, if you may have two pages on your site with virtually the same content, in most cases, Google notices this and ignores one of those webpages. You will not get both of those listings in the search engine organic results…just one of them.Keep in mind, Google will decide your pages are duplicate if ONLY your (page titles and meta descriptions) are the same. So make sure each webpage on your site has unique, relevant tags with targeted keywords.Now if you’re concerned about webpages on your website and it’s text "printer friendly version" hurting your website’s SEO… simply block the search engines from spidering the print friendly version.When you think about it...syndicating content is the SEO model of social sites (like Digg, Drop Jack, StumpleUpon, etc.) and article directories.
So make sure you understand the power of your content and how to syndicate it the right way before you hit the breaks on any SEO/SEM efforts.
Because that’s what will actually hurt your site … doing nothing and not leveraging your content.
Wednesday, March 21, 2012
We're like the iPad - so lets learn from Apple
- Put video in your newspaper or audio in your magazine
- Watch movies
- Incorporate video into a phone call
- Join a classroom from anywhere
- Have access to countless books
- Learn about anything
How do you communicate everything that this miracle of technology does in a 30 second spot? Focus on the benefits:
- Enhance your reading experience and be more interactive
- Hold a movie theater in your lap
- Get closer to those you love
- Make learning easy
- Hold an entire bookstore in your hands
- Interact with your environment
If you think about it, we are the iPad of the service industry. We can do anything ... We help manage peoples money! If it’s at all important to a customer, we are the gatekeeper!
- Save for the future
- Buy whatever you want now and pay over time
- Access your money any time from anywhere
- Manage your money and balance your budget
- Keep your assets safe
(Note: I do not mention price anywhere here - neither did Apple.)
Your challenge for today … say all of this without saying any of this! Take these features and talk to your target in terms that effect their lives.
Let us know how you do by replying to this blog.
Have fun.
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Want to learn more? Enroll in the MarketMatch eCollege! Smart learning online sessions delivered five consecutive Tuesdays with CFMP credits, tactical advice and a game plan for success!
MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.
Monday, March 19, 2012
What is the Right Mix of Inbound and Outbound Marketing?
Marketing pundits have been debating the merits of inbound vs. outbound marketing for the past few years. Advocates of inbound marketing contend that traditional outbound marketing tactics have become ineffective because of changes in buyer behavior. Some argue that companies should completely abandon outbound marketing and rely exclusively on inbound techniques. More traditional marketers acknowledge that inbound marketing is important, but they contend that most companies still need outbound marketing, and that it can still be effective, if it's done right.
There are persuasive arguments and convincing evidence on both sides of this debate. My focus is B2B marketing, and in my opinion, most B2B companies need both inbound and outbound marketing. The important question is not which type of marketing to use, but rather what mix of inbound and outbound marketing will produce the best results.
Marketing has four major functions in most B2B companies.
In today's B2B buying environment, the importance of inbound marketing can't be denied. Business buyers (whether prospects or customers) now expect companies to provide valuable information on a consistent basis in a variety of venues, including blogs and other inbound marketing channels. Therefore, inbound marketing is now playing an important role in all marketing functions.
What may raise a few eyebrows is my take on the relative importance of inbound and outbound marketing for lead acquisition. Outbound marketing and sales prospecting have traditionally been the dominant tactics for acquiring new leads in many B2B companies. The landscape, however, has changed. Today's business buyers have easy access to a wealth of information, and they've become convinced they can find whatever information they need, whenever they need it. So, they are far less likely to respond to outbound marketing and sales efforts from companies they don't know. The result is that outbound lead acquisition programs aren't nearly as effective as they once were.
These circumstances are driving a shift to inbound marketing for lead acquisition, and the shift will continue to grow. Research firm SiriusDecisions has said that 80% of new leads will come from inbound marketing by 2015.
The bottom line? Both inbound and outbound marketing are necessary components of an effective B2B marketing effort. Inbound marketing should be the primary tactic used for lead acquisition, if not immediately, then in the very near future. Outbound marketing (primarily in the form of behavior-driven e-mail content offers) should play the leading role in lead nurturing. For customer retention, customer expansion, and customer reactivation, inbound and outbound should be given nearly equal emphasis.
Do you agree? How are you balancing the use of inbound and outbound marketing?
There are persuasive arguments and convincing evidence on both sides of this debate. My focus is B2B marketing, and in my opinion, most B2B companies need both inbound and outbound marketing. The important question is not which type of marketing to use, but rather what mix of inbound and outbound marketing will produce the best results.
Marketing has four major functions in most B2B companies.
- Customer acquisition
- Customer retention
- Expanding customer relationships (cross-selling, etc.)
- Reactivating relationships with dormant or "lost" customers
In today's B2B buying environment, the importance of inbound marketing can't be denied. Business buyers (whether prospects or customers) now expect companies to provide valuable information on a consistent basis in a variety of venues, including blogs and other inbound marketing channels. Therefore, inbound marketing is now playing an important role in all marketing functions.
What may raise a few eyebrows is my take on the relative importance of inbound and outbound marketing for lead acquisition. Outbound marketing and sales prospecting have traditionally been the dominant tactics for acquiring new leads in many B2B companies. The landscape, however, has changed. Today's business buyers have easy access to a wealth of information, and they've become convinced they can find whatever information they need, whenever they need it. So, they are far less likely to respond to outbound marketing and sales efforts from companies they don't know. The result is that outbound lead acquisition programs aren't nearly as effective as they once were.
These circumstances are driving a shift to inbound marketing for lead acquisition, and the shift will continue to grow. Research firm SiriusDecisions has said that 80% of new leads will come from inbound marketing by 2015.
The bottom line? Both inbound and outbound marketing are necessary components of an effective B2B marketing effort. Inbound marketing should be the primary tactic used for lead acquisition, if not immediately, then in the very near future. Outbound marketing (primarily in the form of behavior-driven e-mail content offers) should play the leading role in lead nurturing. For customer retention, customer expansion, and customer reactivation, inbound and outbound should be given nearly equal emphasis.
Do you agree? How are you balancing the use of inbound and outbound marketing?
Saturday, March 17, 2012
B2B brand architecture
Millad
NX8000 is not exactly the kind of brand name that rolls off the tongue, nor
does it have the easy brand recognition of a Nike Air, Apple iPad, or Diet
Coke. Yet Millad NX8000, a chemical additive from Milliken Chemical, a division
of privately held Milliken & Company, refers to a product that is present
in more households than any of these better known consumer brands: it is the
Tuesday, March 13, 2012
How to Be the Pink Zebra in a Black & White Crowd
Do you want to stand out from your competitors – to be the pink zebra in a black & white crowd? How about providing a customer experience your competition can’t match? From products designed for what your customers need to the customer contact that builds the relationship.
First – you need to look at what really matters to your target customers? Step back and look at what you have to offer from the customer’s viewpoint.
Second - don’t try to mold your customers to your product, but mold the product to your customer’s needs.
Third - look at what your customer’s experience in the delivery and follow up. Use this perspective to make improvements and manage the experience.
Whether it’s your product offering, the customer touch points, or your brand, learn which part of the customer experience is important to each segment of your target market and differentiate your products and delivery accordingly.
Our upcoming Brown Bag webinar this Friday highlights a Midwestern bank that has done just that. They have framed their products, delivery and customer experience to the customer. Register to join our free session at 1:00 EST on Friday, March 16, 2012 and see what one financial institution has done to stand out from the crowd.
Until next time,
Melissa
Melissa
There are three types of people in this world: those who make things happen, those who watch things happen and those who wonder what happened. ~ Mary Kay Ash
MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.
Selling Great Creative is a Joke
A Marketer, a CEO and a Board member walk into a bar…
Have you ever presented a campaign in a meeting and heard,
“It just doesn’t speak to me.”
Set Them Up
Every memorable joke spends more time on the set up than on the punch line.
- Define the problem to be solved
- Detail the target (what they look like, what they do, how they use our products)
- What differentiates us to the target
- Outline the objectives
- How is this worth the investment
Tell a Great Story … Briefly
A good joke tells a short story and evokes emotion. It is meaningful enough to make you care and quick enough to not lose interest.
As you plan your presentation, think about the last great standup routine that you’ve seen. Terrific comedy is equal parts delivery, timing and material. Keep your delivery tight, don’t rush through your delivery and save the creative material for the end.
Save the Punch Line for Last
“To get to the other slide.”
“I rang the doorbell, didn’t I?!?”
A punch line without the set up and background isn’t too funny. So how can you expect everyone to go crazy about your campaign if you just jump right into the ads?
Unfortunately, too many marketers step up to the mic and start spouting off punch lines alone and wonder why no one’s laughing.
A great punch line is also impactful and a bit edgy ... your creative should be too.
Game changing campaigns that will set your institution apart are no joke! But selling the idea internally needs to be thought of that way.
Shameless plug: We bring this level of detail to every project and you'll have fun as if you're in a comedy club. Call us today to help out your marketing department and ask about our ROI Guarantee.
Shameless plug: We bring this level of detail to every project and you'll have fun as if you're in a comedy club. Call us today to help out your marketing department and ask about our ROI Guarantee.
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Want to learn more? Enroll in the MarketMatch eCollege! Smart learning online sessions delivered five consecutive Tuesdays with CFMP credits, tactical advice and a game plan for success!
MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.
Sunday, March 11, 2012
Should All Marketing Become "Distributed" Marketing?
Distributed marketing refers to a marketing model in which both a corporate marketing department and local business units or channel partners make marketing decisions and perform marketing activities. A distributed marketing model will often exist when a company sells its products or services through a network of regional or local outlets. Distributed marketing models can exist in virtually all kinds of companies, they almost always exist in franchised businesses, and they are frequently found in industries like insurance, financial services and manufacturing.
The defining characteristic of a distributed marketing model is that the local business units or channel partners have some degree of autonomy from the corporate marketing department when performing marketing functions.
Companies with a distributed marketing model have traditionally faced challenges that organizations with centralized marketing don't typically encounter.
Not only will these technologies optimize distributed marketing operations, they can also create new possibilities for companies that don't currently use a distributed marketing model.
Marketers now recognize that "localizing" marketing content has become critical for marketing success. In a recent survey by the CMO Council, 86% of marketers said they intend to look for ways to better localize marketing content. When asked to identify the major obstacles to effective localization, 30% of survey respondents said understanding local market dynamics and variables, 23% cited measuring campaign effectiveness on a local level, and 22% said finding knowledgeable local market resources and experts.
The reality is, it's difficult for marketers in a central marketing department to truly understand what's needed to make marketing effective in diverse local markets. One solution is to decentralize marketing, to implement something closer to a distributed marketing model. Many companies have not taken this approach because corporate marketers fear losing control of brand messaging and brand presentation and because of the other challenges traditionally associated with distributed marketing. Now, the right technology tools can effectively address these concerns.
A more collaborative relationship between corporate and local marketers will enable companies to leverage both corporate marketing expertise and local market knowledge and insights. Distributed marketing technologies can make this kind of decentralized and collaborative marketing model a realistic and practical alternative for many companies.
The defining characteristic of a distributed marketing model is that the local business units or channel partners have some degree of autonomy from the corporate marketing department when performing marketing functions.
Companies with a distributed marketing model have traditionally faced challenges that organizations with centralized marketing don't typically encounter.
- Corporate and local marketers have different priorities. Corporate marketers focus on maintaining consistent brand messaging and presentation, while local marketers want marketing programs that will drive sales for their location or business.
- Local marketing partners often lack the resources to run effective marketing programs on a consistent, frequent basis.
- Companies often lack the ability to measure the performance of local marketing programs.
Not only will these technologies optimize distributed marketing operations, they can also create new possibilities for companies that don't currently use a distributed marketing model.
Marketers now recognize that "localizing" marketing content has become critical for marketing success. In a recent survey by the CMO Council, 86% of marketers said they intend to look for ways to better localize marketing content. When asked to identify the major obstacles to effective localization, 30% of survey respondents said understanding local market dynamics and variables, 23% cited measuring campaign effectiveness on a local level, and 22% said finding knowledgeable local market resources and experts.
The reality is, it's difficult for marketers in a central marketing department to truly understand what's needed to make marketing effective in diverse local markets. One solution is to decentralize marketing, to implement something closer to a distributed marketing model. Many companies have not taken this approach because corporate marketers fear losing control of brand messaging and brand presentation and because of the other challenges traditionally associated with distributed marketing. Now, the right technology tools can effectively address these concerns.
A more collaborative relationship between corporate and local marketers will enable companies to leverage both corporate marketing expertise and local market knowledge and insights. Distributed marketing technologies can make this kind of decentralized and collaborative marketing model a realistic and practical alternative for many companies.
Saturday, March 10, 2012
Reversal of fortunes - Nokia and Apple
This is a guest post by Charles Galunic. Professor Charles Galunic works within the fields of Organisation Behaviour and
Strategy. His research concerns the social fabric of innovation and
change, and the processes
which help firms to adapt. He has published in the
Journal of Managerial and Decision Economics, Administrative Science
Quarterly, Academy of Management Journal, Organisation
Friday, March 9, 2012
Registration is now open
Registration is now open for the 2012 MarketMatch eCollege Series. This is designed to provide leading strategic and tactical ideas presented by the staff of MarketMatch. Each session is structured to meet the individual needs of the attendees throughout communication and surveys prior to the eCollege session. A comprehensive "ToolKit" will be provided to each attendee of every session. These will be actionable, targeted, strategic and tactical...ready for your implementation of ideas.
Each session will be a lively 90 minutes and are delivered via an interactive telephone webinar. That means no travel or hotel expenses and you don't have to leave your desk!
The sessions are delivered on five successive Tuesdays beginning at 1:00 pm EST and ending promptly at 2:30 pm EST.
Series one dates are:
April 10
April 17
April 24
May 1
May 8
Series two dates are:
September 11
September 18
September 25
October 2
October 9
For more information on topics, click here. The benefits of attending the MarketMatch eCollege sessions are endless. Join us on April 10 to learn more about "Creating an internal knowledge base."
Make it a great weekend,
Debbi
MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.
Tuesday, March 6, 2012
HELP! - When to Outsource Marketing
(This topic was requested by one of our readers.)
We are all asked to do more with less. How do you know when to outsource your marketing?
When the Twin Towers and the economy were devastated in 2001, my largest client opted to move their advertising in-house. Immediately, I became expendable to my ad agency – along with a dozen of my friends. I didn’t know at the time, but it was the best day of my professional life!
Within a week, I had an interview with a credit union to be their Marketing VP. My first step … learn what the heck a credit union is! Soon after, my life as a financial marketer launched.
Now here’s where the outsourcing comes in. On my third day as a CU marketer, I had a meeting with this company called MarketMatch (yes, I’m not just a consultant, I was a client). What I realized was that I knew how to be a marketer, but there were nuances to financial marketing that I needed help with. What’s more, I was a department of one (and a part time assistant) and I had a lot to learn about my market. I hired MarketMatch to conduct market research that I didn’t have time to conduct on my own. I also used them to turbo-charge my learning curve on financial marketing.
So, what’s the lesson in all of this?
When do you turn to help?
Sole Search
Understand what you and your department are best at. Also own up to where you’re weaker.
I am an idea guy. I have created concepts for several award winning campaigns, but I don’t even know how to open design software.
Look to bolster your weaknesses so you have more time to maximize your strengths.
Manage Your Resources
Prioritize the most important items that MUST get done to achieve your strategic objectives. Then list all of the day-to-day stuff that you simply can’t avoid (newsletters, meeting reports, non-marketing tasks that fall on you, etc.).
I knew that I needed market research before I could design a plan to help my CU grow. I wanted to understand our level of awareness in the market, perceptions about us, perceptions of our competition, if the market knew what the heck a credit union was … or cared. I didn’t have time to properly conduct and analyze the research AND run my department, so I turned to MarketMatch.
In most cases, you can hire a marketing firm of many individuals, each with their own unique strengths for less than the expense of hiring one qualified marketing professional in-house. When you analyze your list of “must dos” and compare it to your sole searching exercise, you’ll quickly see if you can justify outsourcing and where to focus your outsourcing search.
Know You Are Unique
Every town has a local ad agency. And every agency has its strengths. But look at their client list (past and present).
As an ad man, I’ve worked on an enormous variety of accounts: water parks, soccer shin guards, international container shipping, refrigeration air compressors, large-format ink jet printers, legal documents, helicopter share ownership. While many of the basics of marketing apply across the board, I can tell you first-hand that there is no industry like ours.
Your marketing partner can’t provide prudent recommendations without a firm understanding of your balance sheet. If your agency doesn’t understand the unique needs of banking, they’ll be reduced to order takers by default.
Do They Help You Sleep Well At Night
The job of any outsourced partner is to strengthen your efforts, to provide an outside perspective, to fill expertise gaps and to ultimately make you look like a hero!
This may be a good time to mention MarketMatch’s ROI Guarantee!!!
Check several references from institutions of similar size, target segments and project scope. Can your agency point to other successes that closely resemble your needs? The bottom line … are you confident that, when you lay awake at night – concerned about all that troubles you – your institution’s marketing efforts will not be amongst the worries?
(Do you have a topic you'd like to see in this blog? Please add a comment below.)
Want to learn more? Enroll in the MarketMatch eCollege! Smart learning online sessions delivered five consecutive Tuesdays with CFMP credits, tactical advice and a game plan for success! Enroll here!
MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.
MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.
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