ALTERNATIVE Marketing Methods

Jason Owen

Rules

There are none!

Please interrupt me!

Please shout out questions!

Please interact!

Conferences

Search Engine Strategies – New York

Ad Tech – San Fran / New York

PubCon – Las Vegas

Of course – Commerce V3

Objectives

To have everyone in this room leave with at least one thing they can take back to their company.

To have fun

To make money

Finance

Boring!

Yet the single most important factor in driving incremental, or new customers to your business….

Before we speak about marketing let’s make sure and have the finance facts as it would relate to your business!

Finance Example

An advertiser wants you to do a $5,000 test for banner advertising.

Ask yourself, how many customers will I have to acquire to make this test work for me?

If your lifetime customer value is $100,

you will need to acquire 50 new customers.

Finance Example

Let’s say Banner advertising converts impressions to clicks at .02% on average.

If your onsite click to sale metric is 100 clicks to a sale, you will need 5,000 clicks, and you can afford to pay up to $1 per click

You are a good negotiator and are willing to buy a click at $.80 for a test, leaving yourself a 20% spread incase the numbers don’t back out like you think they will.

Finance Example

The Advertiser wants to create a CPM campaign, or cost per thousand:

You can buy 250,000 impressions from the advertiser for $5,000 or a cost of $.02 / per thousand impressions.

(Because you are again a good negotiator, you buy the 250,000 impressions for $4,000, 20% spread.)

Finance Conclusion

Use your data to back into the advertisers price you are willing to pay.

There are lots of deals to be had right now. Reading: No: The Only Negotiating System You Need for

Work and Home

Name your price.

Test more than normal right now if you can afford to.

Find out what works and lock in long term price contracts.

Social Media Marketing 23hq

A1 Webmarks

Adobe Showcase

Adultswim

Amazon

Askmen.com

Site of the Day

Ballhype

Barnes and Noble

BibSonomy

Blogger

Blogger (Blogspot)

BlogGoggle

Blogs4god

Blogsome

Bmaccess

Buzzflash

Care2

ChipIn

CoMagz

Connectedy

coRank

CouchSurfing

CSSBeauty

CSSVault

Curiobot

Dark-I

Del.icio.us

DeviantArt

Dfinitive

Digg

Dnhour

DotNetKicks

DriverSide

DropJack

Epinions

EzineArticles

Facebook

Fanpop

Fark

Faves

Folkd

Furl

GetSatisfaction

Google Pages

Hacker News

Hugg.com

IMDB Pro

IndianPad

InternetMosaic

Jumptags

Kaboodle

Kinja

Last.fm

LinkedIn

linkinn

Listible

Livejournal

Magnify

Memeorlame

Social Media Marketing

Reasons to not start producing online content:

Ashton Kutcher is doing it

My kids keep talking about Twitter

Our competitors are doing it


There is a lot more to social media than meets the eye.

The barrier to entry is shrinking every day

More and more information is becoming readily available for consumers.

Social Media and Marketing Create Goals:

How many customers do you want to acquire per month from the respective source, looking at the refer URL as the acquisition point?

Can I increase the lifetime value of my current customer base if they use my X Social Media.

How many people do I want to have reading my blog per month in month 6, 12, 18?

Social Media and Marketing Get Relevant!!

Establish a differentiated meaning for your brand that the consumers you want to reach care about – find relevant – before you try to begin branding. Differentiation and relevance – not awareness – make a brand strong and keep it strong. You can’t build awareness without having something to build it on. The most successful brands know this. From BrandSimple

Social Media Recommendations Audience! Know exactly who you want to talk to

– that is, know your audience. Also, know exactly who you want to beat – who your competition is – and make sure the difference between you and the other guy is crystal clear. From BrandSimple

Social Media and Marketing Look for the Obvious!

To find a different and relevant brand idea, look for the obvious. The best answers are usually right under your nose. Good brand people never stop looking for insights, and they know to look in the most obvious places. They read letters from customers, go to call centers, speak to retailers, hang out in supermarket aisles. The key is to find something meaningful that no one has noticed before.

Social Media and Marketing Alignment!

Make sure your brand idea aligns with your business strategy. What exactly are you selling? Is your brand idea in sync? You can deliver what your brand idea promises to deliver by validating the brand experience at optimal points of customer contact.

Social Media and Marketing Read BrandSimple! Allen P. Adamson

Social Media and Marketing Find your brand fanatics

Talk to your fanatics. Find out why they are in love with your product.

Allow your fanatics to help you drive the social vision for your company.

Crowd source using your base

Social Media and Marketing Relevance!

If you are not interesting, get relevant before you start social media marketing.

No one wants to know that you got up at 4AM today opposed to 4:15AM(unless your twitter account is Ashton Kutcher).

If that is all you have to say, think twice!


Drawbacks

Don’t start a blog and update it once every three months. It could have negative brand consequences to potential new customers.

With anything there is a tipping point. Social Marketing takes time. If you are looking for a 20% increase in customers tomorrow, forget about it!!


The Basic Minimum

Twitter – Update once or twice a day

Blog – Once a week

Facebook – Once a week


Jet Blue

Dell

http://www.datadial.net/blog/index.php/2009/04/22/twitter-guide-for-http://www.datadial.net/blog/index.php/2009/04/22/twitter-guide-for-small-business/small-business/


Blogs: Be Honest Try to fool people and you will get bit!

Marketing with Meaning

Social Media Conclusion

Search Marketing

Search Marketing

Real-estate

The more that you own, the better chance you have of getting more traffic.

Is it about being #1 in Google?

or controlling as many of the potential 17 listings as you can?

Search Marketing - Organic

Search Marketing - Organic Keyword use in a title tag is one of the single

most important onsite factors you can manipulate

Anchor text in inbound links

Acquiring good links from multiple domains builds trust and authority.

Page and Link sculpting

Search Marketing - Organic

<a rel="NOFOLLOW""NOFOLLOW" target="_blank“ href="https://www.mcafeesecure.com/RatingVerify?ref=www.directsattv.com"><img width="94" height="54" border="0" src="//images.scanalert.com/meter/www.directsattv.com/13.gif" alt="McAfee Secure sites help keep you safe from identity theft, credit card fraud, spyware, spam, viruses and online scams" oncontextmenu="alert('Copying Prohibited by Law - McAfee Secure is a Trademark of McAfee, Inc.'); return false;"></a>

Search Marketing - Organic Duplicate Content Issues:

Search Marketing - Organic Five Minute Checklist – 4 Things:

1. URL canonicalization and 301 re-dirs http://www.example.com/index.php http://www.example.com/index.htm http://www.example.com/default.html http://www.example.com/default.php http://www.example.com/anything (that goes to

homepage) 2. ****Unique Title Tags and Meta Data**** 3. Has the site been submitted to Google

Webmaster Central? 4. Check for Duplicate Content

Search Marketing - Organic Title Tag Importance

Search Marketing - Organic Blogs that are a must for SEO

Information:

www.SEOmoz.org – Pro Membership $79 per month

www.SearchEngineLand.com - Daily Search News Recap

Search Marketing – Paid Search

Search Marketing – Paid Search Lowest Part of the conversion funnel.

Paid search visitors are the best converting traffic source online.

How many people bid on their own brand name?

How many people know if your competitors are bidding on your name?

Search Marketing – Paid Search Question: How many people have a call

center?

How many people know how many paid search visitors buy over the phone?

Search Marketing – Paid Search When we used a different phone

number for visitors that came to the site from paid search, we were able to reduce or presumed acquisition costs by 30%.

Affinity Marketing

www.NextJump.com

www.YouDecide.com

www.WorkingAdvantage.com

Usability – Click Heat

Affiliate Marketing

Have a few power affiliates that you treat as one of the team. More is less to start.

Make your offer easy to understand.

Make sure that you have clear goals and contracts. What they can do and what they can’t do. Affiliates are smart.

Run Contests.

Create tiered programs.

Affiliate Marketing

Scrutinize Commissions – Average is 15% - 20%

Focus on recruitment and retention

Watch out for fraud and spam.

Reading

Blogs: www.SEOmoz.org www.SearchEngineland.com www.PPCHero.com www.MarketingExperiments.com

www.ZenHabits.com www.FourHourWorkWeek.com

Products www.LabsMedia.com

www.SEOmoz.org

www.SpyFu.com

www.Adwords.google.com

www.Google.com/insights

www.KeyMetric.net

www.WebPositionGold.com

www.iContact.com

Reading

Books: BrandSimple – Allen Adamson No – Jim Camp Why we Buy – Paco Underhill Eating the Big Fish – Adam Morgan The 22 Immutable Laws of Marketing –

Al Reis and Jack Trout.

Jason Owen

ALTERNATIVE Marketing Methods

Documents

Transcript of ALTERNATIVE Marketing Methods