Lose the SEO Lingo and Optimize for Customers
No doubt, you’ve searched Google or Bing and found web pages that were clearly “optimized” in the name of SEO. That kind of copy might help a page appear higher in search results (less so with Panda) but doesn’t do much for readers once they click through. When I see those pages, it reminds me of the increasing…
[Read full story at TopRank Blog]
4 Ways to Improve Quotes in Press Releases
What will sink your press release faster than an iceberg on a foggy night? Well, besides clichés, superlatives, and meaningless terms such as “cutting-edge,” using poorly worded quotes will have reporters hitting the delete button before they read your third paragraph. Don’t fall victim to this problem. Consider the following tips as you are crafting your press release. [Read full story at Impertinent Remarks]
How to Become an Expert on Your Client’s Industry
Great business-to-business PR advisors aren’t know-it-alls; they are intellectually curious. Here are a few tips I’ve received over the years that I now pass along to my younger colleagues…
[Read full story at Ragan’s PR Daily]
Search Engine Strategies (SES) is taking a page or two from their speaker’s marketing books. You know you’re at a marketing conference when you see the very tactics to engage the audience that are being preached about in the sessions.
Some of the engagement practices I’m seeing at SES 2011 include:
- Connected Marketing Week mobile app where you can review speakers and presentations from your phone, among other things
- Facebook page with infographics and speaker presentations
- An interactive wall with schedules of the show and TV screens, including a Twitter feed display
- Codes on every presentation template for Twitter, LinkedIn, Facebook, Flickr, etc to increase their UGC and link-building
- A contest for the audience, whoever tweets the most with hashtag #sessf gets free books
- Speakers interacting with the crowd, giving away books and candy
- SES has rights to all presentations so audience members can get content after show directly from them
Some other engagement tactics included at the show were multiple speed networking sessions throughout the day called Speed Connect, a cocktail hour following the final session of the day, and Webmaster Radio’s Search Bash.
Do you have an event coming up? Are you planning to exhibit? Think about all the different ways to engage the show audience. If you sponsor, your logo will be everywhere. There are ads on the walls, ads on the floors, electronic ads, print ads, magazines, one pagers, buttons, pens, keychains, t-shirts, bags…anything you can think of, it was at the show. There are so many opportunities to promote your brand besides just having a booth in the exhibit hall.
For those Search, Social Media, and Online marketing professionals out there that couldn’t make it to the show this year, I highly recommend you keep an eye out for the next SES Conference & Expo that comes to your town.
There are some great lectures happening at Search Engine Strategies (SES) here in lovely San Francisco. The conference kicked-off with a great keynote presentation about conversion triggers by Susan Bratton. Susan explained persuasion marketing and the 4 keys to motivating and influencing buyers. She also made sure to mention some key influencers in Neuro-marketing including our own Joseph Carrabis. The 4 realms include:
- Neuro-marketing – how our operating systems work.
- Copywriting – how to make a dog of an offer sound good.
- Story-telling – “Persuasion is a sequence of emotions that take prospects from interest to action.”
- Structured Communications – getting into the sales mind-set and creating an offer.
SES 2011 has provided a wide variety of lectures from User-Generated SEO and PPC to Social Media and Viral Content. A couple of the sessions included:
- The Tools of the Trade of PPC
- Advanced Keyword Modeling
- Meaningful SEO Metrics: Going Beyond Numbers
- Automating Social Media: Creating & Distributing the Message
The conference is perfect for marketing newbies looking to understand paid search and analytics, or the more experienced marketing pro looking to learn more about the latest trends like persuasion marketing and social media. There’s no shortage of expert speakers like Lee Odden, Thom Craver, Brad Geddes, Michael DeHaven.
In addition to the flow of information and tips during these sessions, you have the opportunity for one-on-one conversations with search, social and software vendors and consultants including Google, Bing, blekko, DMA’s Email Experience Council, PRWeb, SEOmoz, and more.
..and this was only day 1. It’s sure to be a busy and informative day 2 for me…so stay tuned!
10 Awesome Google+ Presentations to View Today
The social media and marketing worlds are abuzz with the launch and initial success (over 25 million users already!) of Google’s new social network, Google+. It also has marketers in a tail spin. “You mean I have to learn how to use and leverage yet another social media platform? I’m only just beginning to understand how to use Facebook, LinkedIn, and Twitter for business.” [Read full story at HubSpot]
11 Rules of Compelling Content
Ann Handley is the Chief Content Officer at MarketingProf.com. Who better to ask about writing compelling content? In this extract from Ann’s comprehensive chapter in the Success Secrets of the Social Media Marketing Superstars, she shares her eleven rules for publishing compelling content inspired by E. B. White’s principles of clarity, brevity and boldness.
[Read full story at Mastering Online Marketing]
The More You Repeat Yourself, the Less Customers Listen
This post is focused on email marketing, but I think you’ll agree that the principles can be applied to other aspects of online marketing. For those of you who send emails to past customers: how often do you send those emails? Has your frequency changed over time, or did you “set it and forget it”? Is anyone testing frequency?
[Read full story at futurenow]
What are some dos and don’ts for engaging with customers/prospects in the summertime?
Summer is not always a welcome season for marketers. Although b-to-c marketers may see an upswing in sales as consumers spend more on travel, food and entertainment, summer can be a challenging time for b2b marketers. Businesses postpone important purchasing decisions while employees take summer…
[Read full story at BtoB Magazine]
Pay More Attention to Your Website Users
There are plenty of articles out there focused on how small businesses should approach building a Web presence, but they tend to focus on topics such as search engine optimization and how to leverage social media. I have found this is the wrong focus. We need to bring it back to simple user experience. Here are five tips on what to think about as you build or redesign your site…
[Read full story at Bloomberg Businessweek]
Email Deliverability Tested: How “FREE” produced a 6.7% higher clickthrough rate
Most marketers are afraid to use the word “FREE” (especially in all caps) in their emails because they’ve heard it tends to trigger spam filters. When that happens, it’s generally a bad thing as less of your emails get read. No emails getting read means no offers being viewed. That’s BAD. Right?
[Read full story at MarketingExperimentsBLOG]
7 Proven Ways To Increase Your Email Open & Click-Thru Rates
Today we’re not talking about sales though, we’re talking about getting your emails read and your links clicked. We’re talking about little conversion boosters that can produce thousands, tens of thousands, even hundreds of thousands depending on your offer and audience. [Read full story at unbounce]
Email Marketing: Dynamic images get 5 opens per reader on a single email
Style Campaign tested this system last year by sending a holiday email to its subscribers. The email gradually revealed a fun holiday image over the course of the day. Subscribers could see a little more of the image each time they checked the email, even if they had previously checked a few seconds…
[Read full story at MarketingSherpa]
Back to School Brush-up for B2B Marketers
As we begin the annual tradition of shopping for back to school this weekend I spent some time reflecting on a Back to School list for B2B Marketing professionals to renew ourselves annually to the purpose of professional development and lifelong learning. Here’s what I think you should all add to… [Read full story at Savvy B2B Marketing]
Build Backlinks – 14 Easy Ways
And almost two decades since it was devised, beneath the sophisticated mathematics, the hordes of MIT grads swallowed into the research and development department, and hundreds of billions of dollars in revenue lies a simple principle: Google optimization works. Popularity is a pretty good indicator of a website’s value. [Read full story at Convince & Convert]
How to Fortify Your SEO Against Ranking Changes
In a post at Conversation Marketing, Ian Lurie reports on the disappearance of Google’s real-time search—and consequently, the disappearance of up-to-the-minute Twitter feeds from Google.
[Read full story at MarketingProfs]
4 Steps to Increase Shopping Cart Conversions
Among all the interactions an ecommerce customer has with your site, the checkout process is arguably the one over which you have the most control. Still, pitfalls abound, so when it comes to creating a seamless experience for your customers, make sure you start with the cart. Here’s a 4-step strategy you can use to increase your ecommerce website’s shopping cart conversions. [Read full story at HubSpot]
Listen and Learn: A Guide for Creating Energized Podcasts
Podcasting can be a very effective way to connect with your audience. If you are new to podcasting, you may be looking for advice on how to hit the ground running. Even if you have been podcasting for a while, you may wonder if things are getting tired, or you may be looking for a way to energize your content to keep things fresh. [Read full story at Content Marketing Institute]
4 Reasons Why Facebook Stinks for B2B Marketing
Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? We don’t see the value of it for B2B and we want it off the table. Every time we talk about it, we have an endless argument that leads nowhere.” [Read full story at Chris Koch’s B2B Marketing Blog]
Crowdsourcing and User-Generated Content
One of the most compelling online marketing scenarios for the intersection of content, search, and social media is user-generated content (UGC). Companies often initiate social media programs to stimulate dialogue with customers and develop relationships. At the same time, useful content serves to fuel…
[Read full story at ClickZ]
Six Ways Google+ Is Winning — and Losing
Having played around with Google+ for a few weeks now, here are my raw thoughts on the social platform and its role in the real-time marketing world. Some of these thoughts made it into this Ad Age story for which I was interviewed last week. [Read full story at AdAge Digital]
Social Media: In-House or Outsourced
Social media is hot, and sometimes it can feel like an arms race across businesses of all sizes to start using social media. There are many caveats and best practices to listening and engaging correctly; although it’s still a developing field and best practices are formed every day… [Read full story at Social Media Today]
Do Websites Even Matter Any More?
Studies show that web page views have been dropping precipitously as folks park themselves on the social web. There have even been a flurry of blog posts from Jason Falls, Jay Baer and Debbie Weil debating whether your blog is now the true “hub” of your marketing communication effort.
[Read full story at grow]
Deep Searches and Content Proliferation
Today’s buyers are rapidly becoming accustomed to the prevalence of valuable information online, and the increasing accuracy of search engines. In response to this, buyers are beginning to adapt how they perform searches, and are seeking ever more precise and deep information.
[Read full story at Digital Body Language]
Content Strategy: Secret to Writing for Buyers Consideration Phase
Online, you can learn a lot about your customers by observing and understanding their digital behavior. That’s why your online presence needs to be integrated — PR programs, marketing campaigns, social networks participation need to be one connected execution that speaks with your brand’s voice.
[Read full story at ConversationAgent]