Tag Archives: SEO Marketing

The 3 R’s of Marketing: Recognition + Repetition = Revenue

The 3 R’s of Marketing: Recognition + Repetition = Revenue

This is the first post I promised Arianna Huffington @ariannahuff after we bantered back and forth during a conference in Washington D.C.

Call it a Rule or a Law but it has been working since the time of the Pharaohs:
Recognition + Repetition = Revenue

Recognition – back in the days of Mad Men it was easy, buy a spot on The Ed Sullivan Show and Bonanza and you could reach just about everybody with disposable income. Now there are billions of websites, hundreds of TV channels and everyone is a broadcaster through multiple social media networks. So how do you get the Recognition?

During the @Vocus #Demand13 conference it became more and more clear that the lines between Public Relations, social media networks, journalism, blogs and customer service are blurring. You can get recognition from a great review for your great product from a trusted source on their blog or from a bad review about your poor service that goes viral because you didn’t address it on your customer service hot line in the first place – either way you get recognition. You only want positive messages of your product/service reaching the masses? Well, not everyone can buy a 30 second spot during the Super Bowl or The Oscars to get their product or service in front of the masses in a positive light.

You now have to engage in an Omni-channel “Ontegrated Marketing” approach. Ontegrated Marketing is the integration of all possible online channels with all possible offline channels. Because your potential customers are so fragmented you have to be out there where they are looking or listening when they are looking or listening – and there is no telling when or where that will be. You’ve got to do a little bit of everything all the time. Everyone in your company can be a broadcaster of your message and you can widen your reach and circle of influence.

Repetition – Shotgun to Sniper. Think of every possible channel of communication as a pellet in your shotgun shell. The more pellets and the wider the pattern increase the likelihood of a hit. Once your analytics show reaction and action to your message, begin your repetition. Studies have shown that over 80% of people will have forgotten your message after only two weeks – understandable because we are hit with thousands of messages daily.

This is why companies are trying so hard to engage evangelical customers to continue spreading their message – civilian public relations. With corporate public relations you can’t buy the kind of legitimacy and endorsement that you receive from a positive news story from a respected journalist. Rarely can you drive in a nail with one hit, multiple strikes with the media hammer will nail your message to your customers.

Revenue – ask your Board of Directors or CEO, this is what they want their Marketing Department to generate. NOTE to CEOs – if your Marketing Department does not fail every so often, they are not trying hard enough. You want your Marketing Department to try new things and fail, because, just like Zig Zigler said, “Every no gets you closer to a YES!”

Clint Hughes
‘That Marketing Guy”

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Google AdWords – PPC, SEO and Reality

Do you expect EVERYONE who comes to your site to buy something EVERYTIME they visit your site?  Of course not, that is NOT realistic.

It’s Google AdWords

not Google GuaranteedPurchaseEveryTime It’sClickedWords.  With billions of web sites out there you have to get people to come to YOUR site and get to know you.  Expect them to shop around, but they will come back to your site if you are competitively priced and give them more for their money.

Until you are the #1 organic search results for your keywords, you need to have an integrated strategy combining all your online resources.  That is what is called Ontegrated Marketing.

You WILL get a “halo effect” from an acquisition/branding PPC strategy.  People may come to you the first time from your PPC ad and then return later to purchase.  Your PPC campaign has done its job – it brought people to your site, maybe not for an immediate conversion, but you became known to the customer and they did come back and convert.

Now that you have them as a customer: Did you get their email address? Did you give them a reason for you to keep in touch with them?

You know it is cheaper to get an existing customer back for an additional purchase than it is to get someone to your site for the first time.

These principles pertain to “brick and mortar” retail outlets as well as web sites. Even in this world of instant gratification you need to build relationships.

PPC or TV or SEO or Radio or Social Media or Print or Social Media are not mutually exclusive. With your target market split between hundreds of TV channels and billions of web sites you need a multi-channel marketing strategy to reach your customers where there are.

Let’s talk.

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SEO and Google changes

There is a LOT of chatter going on about Google’s latest update. Google bragged about the number of changes they made in February  – they may be trying to surpass internally set goals.

Basically it means that you have to get back to basics.  I’ve discussed the elements for SEO that you need in previous posts.  Click on this link to download the latest copy of Google’s SEO Starter kit.   http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf 

If you go back to basics and play by the rules you should be safe.

Clint Hughes – Marketing Consultant

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SEO and precious metals

 I apologize to you, my readers, for it being so long between my posts.  I have been extremely busy since accepting the position of Sr. Vice President of Marketing for the American Precious Metals Exchange

There is a whole different strategy that is needed when you have to optimize for very competitive keywords.  What I have said in previous posts hold true.  The execution is slightly different.

You need consistency without duplication, and variety within the consistency.  I know it sounds like a puzzle, but in a highly competitive market I can’t let the competition know my secrets.

You can always get to me through my contact page.  I’ll be posting again soon.

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SEO, SEM, PPC, email conversion rates

Last week I did some research on conversion rates for SEO, SEM, PPC and email.  I dug around through the following sources: the DMA (Digital Marketing Association), Marketing Profs, Marketing Sherpa, LinkedIn Answers, Fireclick, Constant Contact, Mail Chimp, Lyris, Adchemy, Conversion Chronicles, Jupiter Networks, Blue Corona Interactive, Statbrain, Alexa, Quantcast, the Web Analytics Association, Microsoft’s Atlas Institute – Digital Marketing Insights, CoreMetrics and eConsultancy.
 
The general “rule of thumb” is between 2 to 8%.  This holds true for people coming to your site from various sources for various activities – whether to register (for newsletter, webinar, etc.) through to purchasing from your site.
Caveat – if you are holding a special promotion or heavily discounted sale your conversion rate should increase accordingly.
Here are a couple of charts I found: 
 
Vertical Conversion
Rate (%)
Catalog 6.1
Specialty stores 3.9
Fashion/apparel 2.2
Travel 2.1
Home and furnishing 2.0
Sport/outdoors 1.4
Electronics 1.1
All verticals 2.3
Source: Fireclick Index
View Chart Online
Fireclick issues a weekly report gathered from the data of their customers – just Google the Fireclick Index.  Good info.
 
Here is what I could find for “rule of thumb” averages for email campaigns.

User-triggered campaigns
Open rate: 27%
Avg. CTR: 9.3%
Avg. conversion rate: 2.3%

Lifecycle messaging campaigns
Open rate: 26%
Avg. CTR: 9.3%
Avg. conversion rate: 2.3

Click-stream based campaigns
Open rate: 33%
Avg. CTR: 14%
Avg. conversion rate: 3.9%

More as it develops.

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“Ontegrated Marketing” – the new buzz phrase

Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.

Alright, you heard it here first.  The new “buzz” phrase is going to be “Ontegrated Marketing.”  This will mean integrating your online marketing to include a mix of organic search, pay-per-click, display ads and social media to build your brand and drive revenue.

First of all, thanks to iProspect and comScore for conducting the extensive Real Branding Implications of Digital Media – an SEM, SEO, & Online Display Advertising Study (November 2010)There is a lot of very useful information is this study.

Back in the Mad Men days your integrated marketing consisted of the prime trinity of TV, radio and print.  Today your marketing mix needs to include ALL channels – your customers are spread out everywhere. Now, consider how many pundits are saying that computers will become obsolete and everyone will be doing everything via their smart phone.  The new wild card in this deck will be Mobile Marketing.

Integrated Marketing will include Ontegrated Marketing.  You will need to integrate all your “traditional” marketing channels (TV, radio and print) together with email marketing and your digital channels (SEO, SEM/PPC, Online Display, Social Media AND Mobile Marketing).  The number and variety of online channels will continue to grow.  It’s time to accept the new world.

There’s even a formular for this new marketing buzz phrase: Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.

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Five Tips for Writing Search-Engine-Friendly Content

Words of wisdom from the Whole Brain Marketing Blog

Five Tips for Writing Search-Engine-Friendly Content

You have a great website. It has beautiful images, a compelling theme and intuitive navigation, all designed to take eager visitors to complete descriptions of your proprietary products and services. The only problem is your website shows up somewhere after page 10 on search engine results. Since most referrals to sites come directly from search engines, search-engine-friendly content is imperative.

Here are five tips to make sure search engines love you and your prospects can find you.

1. Clearly identify your SEO goals. SEO isn’t about ranking first on every area and page on your website. Rather, the goal should be to incorporate search-engine-friendly content that performs well on the most important “money phrases.” These are areas that you’ve identified that typically lead to additional action by visitors and prospects (or, make you the most money!).

2. Choose Important Keywords. Using your “money phrases,” identify and analyze a list of possible keywords that users may search to find your information. The word “keyword” is a bit misleading because this list should not be individual words. Try to develop very specific phrases that relate to your topics. For example, if you sell doors, your keyword shouldn’t be “doors,” that’s too vague. A better keyword phrase would be “aluminum exterior house doors” or “solid core wood doors.” search-engine-friendly content will flow simply from expanding on each of these phrases.

3. Organize your content. After you’ve identified the appropriate keywords you want to use throughout your site, group similar keyword topics into silos. Using the doors example above, silos may be interior doors, exterior doors and garage doors with the specific types of each category being grouped together. This also simplifies your website’s architecture if it isn’t already in place.

4. Write for the audience, not the search engines. The actual content writing itself becomes an art of balancing the technical needs to make the search engine spiders happy and the clear, concise, benefit-focused information needs of your audience. When in doubt, err on the side of your audience. Search engines may love you but if your content isn’t attractive to your visitors and they choose to leave your site, all your work is for nothing. Write page copy with enough specific keyword density to be search-engine-friendly but not so dense that it becomes meaningless. After your first draft of copy for each section is written, use one of the many density tools available to evaluate each of your pages. A good rule is 3-5% saturation on each page.

5. Expand the reach of your keywords. After you’re satisfied with your content and your keywords are loaded into title tags, meta descriptions, H1 tags, etc. Focus on driving inbound links from reputable sources. For example, make sure your search-engine-friendly content is included in all of your PR activity and encourage media outlets to link to you. Strive for inbound links direct from industry resources or organizations. The more links to your site, the more important you’ll look to search engine spiders.

Keep in mind that your results won’t be instant, they’ll improve over time. Search-engine-friendly content is just the start.

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SEO and Page Rank

Someone asked me yesterday, “What do you think of PageRank?”  That’s kind of asking “What do you think of sunshine?”

Google is the 800 lb. gorilla.  PageRank is part of their “secret sauce” in determining how your site pops up in organic search results.  PageRank just IS – it’s part of the SEO game.

You might not agree with Google as to what is relevant; you might not agree as to what is timely; you might not agree as to what is popular; and you might not like sunshine.  However, what can you do?  You have to play the game if you want to be high in the search results.

The rules change all the time – on purpose.  Just as soon as you think you have it figured out Google will tweak their algorithm and you go from the #1 result to the #10 result.

SEO is the physical fitness of your site.  You can’t go to the gym once and work out for 30 minutes – then lose 30 pounds – and become the fit “Mr. Universe.”  SEO takes constant work (i.e. – working out). You have to keep tweaking your site and your strategy to keep up with the tweaks that Google makes in their algorithm.

Finding someone to help you with SEO and Social Media Strategy is like hiring a personal trainer to help you get fit.  In getting personally fit you can read a book and follow the diagrams and see some results taking place in your physique.  However, if you REALLY want to see results you hire a personal trainer who will take into account your body type, your diet, your goals and your budget (time and money).

So if you REALLY want results for your company find a certified professional who will take in to account ALL your marketing needs – it’s called Integrated Marketing – bringing all your “traditional” marketing channels together with all these “new” digital opportunities.

One size does NOT fit all – think of me as a digital tailor.

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Ethical SEO

SEO is complex.  SEO is maddening.  SEO is confusing.  But more than anything  SEO is EFFECTIVE.

It is unanimously agreed that SEO is the top source of driving targeted traffic to sites. Everyone wants top SEO rankings.  The problem is, you look at the SERPs (search engine results pages) and you find sites there that you don’t expect to.  You see sites that are filled with spam, you see sites with no content, you see sites with no inbound links.

And worst of all is what you don’t see – YOUR site.

It makes no sense – you’ve done everything you can, followed all the rules and still your site is no where.  How are these other sites that don’t belong there holding on to your coveted spot?

The truth is, as smart as the engines are, they don’t catch all the garbage sites out there as quickly as we would like them to.  There are 2 things we can do to help eradicate this problem.

1.  Report any and all spam and garbage sites to Google (and the other engines you use).  This is not being a tattle tale, this is not going out for revenge.  This is simply asking Google to uphold the rules that they are asking you to follow.  It is saying, “I’m playing fair here, so level the playing field so my competitors that are “less-than ethical” don’t rule the SERPs”.  To notify

Google of a spam site, click here:
http://www.google.com/contact/spamreport.html

2.  The second thing you can do is follow best practices 100%.  Be aggressive, be proactive, but be ethical.  The more people insist on “black hat” tactics, the more sites we’ll see that are sneaking by Google.   Know that with active efforts Google is making daily to weed out spam – you have everything to gain by patiently, aggressively and ethically optimizing your site.

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