IntroductionWelcome| 00:00 |
(MUSIC).
Hi.
| | 00:04 |
I'm Matt Bailey, author, speaker and
president of Site logic, an online
| | 00:09 |
marketing agency.
I've consulted with some of biggest brands
| | 00:13 |
in the world teaching them how to
implement a common sense online marketing plan.
| | 00:19 |
Companies such as Google, HP, Hilton
International, Samsonite, Procter and
| | 00:23 |
Gamble, Johnson and Johnson, Disney, and
ABC, are just a few of the brands.
| | 00:29 |
Despite being around all those brand
marketers, I've learned that there is a
| | 00:32 |
universal problem that affects all
marketers.
| | 00:36 |
From big companies, small companies, Or
independence.
| | 00:41 |
It's how to deal with social media and
incorporate it into a complete marketing plan.
| | 00:46 |
Social media is powerful, and there are a
lot of voices in the market place telling
| | 00:50 |
you what to do, but are they right?
Simply because a new social media channel
| | 00:55 |
gains popularity or gets mentioned in the
news, do you have to react to it and start
| | 00:59 |
using it?
Marketers are stressed out and strapped
| | 01:04 |
for time.
Learning a new social media and how to
| | 01:06 |
integrate it into the business is not an
easy task, much less when you compare all
| | 01:10 |
the other jobs that have to be done.
Search engine optimization, pay per click,
| | 01:16 |
e-mail, display ads, analytics.
You've already had to deal with Facebook
| | 01:20 |
and Twitter, how much more can you take?
In this four step plan, I plan to unload
| | 01:25 |
all of the work you are doing and strip it
down to the essentials.
| | 01:29 |
We will focus on your message and your
narrative.
| | 01:33 |
What makes you unique in the industry, and
how you communicate that.
| | 01:38 |
Once you have that foundation, we will
survey the multitude of channels available
| | 01:42 |
to you as a marketer.
But we will take it one step further and
| | 01:46 |
ask, is this right for my business.
You see not all social media works the
| | 01:50 |
same for every business, you have to find
which channels work the best to provide
| | 01:55 |
the best return on investments.
Once you start rebuilding your marketing
| | 02:00 |
with a fresh understanding and a clear
path, your interaction will become clear.
| | 02:05 |
And then we will create a plan that will
take you through the next year, organize
| | 02:09 |
your content, your strategy and implement
a clear purpose to your social media,
| | 02:13 |
search engine optimization, pay per click,
and overall marketing.
| | 02:20 |
My goal is that after this course, you'll
actually have time to get around to
| | 02:24 |
accomplishing tasks rather than letting
them pile up, and you feel guilty about it.
| | 02:31 |
I want you to have a renewed sense of
purpose and direction for your marketing,
| | 02:34 |
and not be intimidated by social media.
| | 02:37 |
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|
|
1. The Necessity of an Integrated ApproachAn integrated approach| 00:02 |
This is Matt Bailey, presenting how to
build an integrated online marketing plan.
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Now more than ever, developing a clear
integrated approach to your online
| | 00:12 |
marketing is critical to your success.
Many companies, are approaching online
| | 00:18 |
marketing, with a mixture of things that
they've always been doing, such as email marketing.
| | 00:24 |
It's been the same approach for the past
five, ten, maybe fifteen years.
| | 00:28 |
Search engine optimization, may have been
Integrated into the approach, and
| | 00:32 |
sometimes the people doing the search
engine optimization or content development
| | 00:37 |
are not the same people that are also
doing the social media.
| | 00:42 |
Or maybe one person is responsible for
everything.
| | 00:46 |
However, it requires you to take a step
back, and look at everything that you're
| | 00:51 |
attempting to do online.
You see regardless of whether you're
| | 00:56 |
working with a team, or you're the only
person responsible for all of the online marketing.
| | 01:01 |
The specialties and responsibilities are
constantly being blurred.
| | 01:05 |
If you're responsible for SEO, then you're
also going to asked to do things that
| | 01:09 |
might require a knowledge of search-engine
marketing, social media marketing,
| | 01:13 |
analytics, and maybe understanding what's
happening on the site from a technical perspective.
| | 01:20 |
And of course there's new social media
being developed almost monthly.
| | 01:26 |
And it's your responsibility to understand
how it should work, how the company can
| | 01:30 |
use it and can we make money with it.
You see, the demands on your time are only
| | 01:37 |
going to increase.
All of this work, all of these social
| | 01:41 |
media, all of the knowledge that requires
to market online, is only going to
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continue to increase and gain in
responsibility and more demands.
| | 01:53 |
Things are rarely going to level off, or
go backwards in terms of the demands on
| | 01:57 |
your time.
And so an integrated approach should
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enable you to understand completely how
your social media, you're search engine
| | 02:05 |
optimization, your pay per click
campaigns, your email campaigns and you're
| | 02:09 |
measurement and your analytics should all
come together.
| | 02:15 |
You should have an understanding about how
each of these are utilized to reach a
| | 02:19 |
certain segment of people, and how to
measure the success and the cross channel
| | 02:24 |
integration of each of these.
See partly, what happens is people that
| | 02:31 |
are responsible for social media, they're
in that first line of hearing a customer complaint.
| | 02:37 |
And sometimes what happens is they'll say
that, I'm not responsible for that, that's
| | 02:41 |
a call center.
Or, that's something that happens in operations.
| | 02:45 |
Your customers don't care about your
title.
| | 02:48 |
They don't care if your only
responsibility is social media marketing
| | 02:51 |
or watching the comments on Facebook or to
gain rankings through SCO.
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If you work for that company, you are a
representative of that company, and you
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need to be able to articulate the goals of
the company and the responses.
| | 03:07 |
That have been planned for any type of
complaint or approach through social media.
| | 03:14 |
And based on that, your company's message
needs to be integrated and clear across
| | 03:19 |
all these channels.
You see, regardless if you use YouTube, if
| | 03:24 |
you blog, if you use Facebook, also have a
company website, in your emails your paper
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click all of these things need to clearly
articulate the message of your company.
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So as we look at the integrated approach
that's necessary for online marketing.
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Number one, your message has to be
consistent.
| | 03:47 |
And number two, it has to be clear.
If you were to look at every single
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message that your company gives in a
month, whether it's from email, whether it
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is your paperclip campaign, or your social
media campaigns, is your message clear?
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If people go to your Facebook page, and
they also receive an email, are they
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receiving the same brand message?
Are they receiving the same marketing messages?
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Evaluate all of your communications for
clarity and consistency, and that should
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tell you right away if your company is
marketing through an integrated approach
| | 04:24 |
across all media.
So let's take a quick assessment.
| | 04:29 |
How much of your day is spent reacting to
problems?
| | 04:33 |
Putting out fires, or finding things that
need to be done that take you away from
| | 04:38 |
your intended plan.
Measure that against how much of your day
| | 04:43 |
is spent executing a clear strategy.
How much of your day is based on a plan,
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for approaching different media, and
promoting your company through specific
| | 04:55 |
tasks, be it Facebook or Twitter or email.
How much of your day is spent executing a
| | 05:02 |
clear plan of reaching people through
specific methods.
| | 05:08 |
See, that's the question.
Many companies approach all of these
| | 05:11 |
different media, but without a clear plan
that integrates everything with a
| | 05:16 |
predictable result.
You see, if you can't measure it, you
| | 05:22 |
can't change it.
If you can't change it, then there's no
| | 05:26 |
clear goal.
And so, many companies also ask, how much
| | 05:31 |
time and effort should they put into
social media?
| | 05:34 |
That tells me that it's still a mystery as
to how to use social media to communicate
| | 05:39 |
the goals of the company.
To use it to market effectively.
| | 05:45 |
And so if social media is still a mystery.
We need to, again, put that into our assessment.
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And realize that social media is an
enhancement, to all of the marketing that
| | 05:56 |
a company does, but it needs to be under a
clear integrated plan.
| | 06:03 |
So, this course is going to provide you
specific instruction as to how to create a
| | 06:07 |
consistent marketing message.
How you can evaluate different channels,
| | 06:13 |
such as paper clip marketing, search
marketing, social media marketing.
| | 06:19 |
And understand the strengths and
weaknesses of each approach, so that you
| | 06:23 |
can take your marketing message.
And then you can develop a plan that
| | 06:28 |
utilizes the strengths of your company,
the strengths of your resources that are
| | 06:32 |
available to you and match them to an
appropriate channel where you can get the
| | 06:36 |
most effective return for your investment.
And then finally, develop a clear
| | 06:44 |
measurement of what success looks like, in
marketing for your company.
| | 06:50 |
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| Evaluating the experts| 00:02 |
Building an integrated, online marketing
plan, what the experts say.
| | 00:06 |
So let's start with a reality check.
I find that most companies still find
| | 00:12 |
social media to be a mystery.
And usually I'll ask, how many marketers
| | 00:17 |
absolutely love social media?
Usually what I find, is usually a small
| | 00:22 |
number of people that raise their hands
and they love social media.
| | 00:28 |
In my seminars those are the people that
have their phones or their tablets out and
| | 00:33 |
they're using Twitter throughout this
talk.
| | 00:36 |
However, I've noticed that older
marketers, marketers that are responsible
| | 00:40 |
for most of what's going on online.
They're not in love with social media.
| | 00:47 |
In fact, they see that social media makes
their life a lot more difficult.
| | 00:51 |
Because there's so much to remember, so
much to do.
| | 00:54 |
And in the mix of everything, they don't
see a clear use.
| | 00:59 |
And they don't see a clear return.
For the use of the company.
| | 01:03 |
And so there are a lot of experts out
there that tell people that they have to
| | 01:06 |
be in social media.
They have to be using it in order for the
| | 01:10 |
company not to be left behind and it's
almost using scare tactics to make you
| | 01:15 |
feel guilty that you're not doing social
media.
| | 01:19 |
And so the question is, do you have to do
all of these things that you're being told
| | 01:23 |
to do?
Well, here's a reality check that changed
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how I viewed social media.
You see, back in 2008, people were talking
| | 01:34 |
about how Dell made $1 million in revenue
off of using Twitter.
| | 01:39 |
Then about six months later the headlines
came out that Dell had made $3 million
| | 01:44 |
from Twitter related sales.
About six months after that Dell rides
| | 01:49 |
Twitter to 6.5 million in sales and that's
cumulative over the past two years.
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Well dig into this a little bit further.
So Dell makes 3 million with Twitter in
| | 02:02 |
one year what does that really mean.
We, we compare this to the total annual
| | 02:09 |
revenue of Dell.
Dell makes $61 billion in one year.
| | 02:14 |
$3,000,000 is less than 0.01% of their
revenue.
| | 02:21 |
So, let's look at that number in
perspective.
| | 02:25 |
That means that for one-onehundredth of
their revenue Dell used amazing amounts of resources.
| | 02:36 |
They put multiple people with multiple
Twitter accounts to monitor Twitter for
| | 02:41 |
people having problems with their Dell
Computer or with Dell service and so they
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put more money, more investment into
Twitter than they ever got out of it.
| | 02:55 |
Are you able to put a lot of investment
into Twitter to receive 0.01% of your
| | 03:01 |
revenue through that channel.
And so, when the experts are telling you
| | 03:08 |
that you have to use Twitter, look at
Dell, look at what they've produced, you
| | 03:11 |
can't compare the two.
Unless you are making $61 billion in sales
| | 03:18 |
than $3 million is not a whole lot of
money in that context.
| | 03:24 |
So you've got to compare what you can
invest into a specific media and does it
| | 03:28 |
make sense to invest it there in order to
get an expected return.
| | 03:36 |
So social media was not made for
marketers.
| | 03:38 |
It was made for people to communicate like
interests in a specific place where they
| | 03:43 |
could give and receive advice.
It's older than the modern internet.
| | 03:48 |
People are what social media is all about.
It's a place where people can share
| | 03:55 |
information, stories, and hobbies.
You see, it's more what I would describe
| | 03:59 |
as a gated community.
It's where people want to be able to share
| | 04:03 |
information without the influence of
marketing.
| | 04:08 |
So it's not open to everybody, it's where
people want to share their experiences and
| | 04:12 |
guide other people in making decisions or
finding information.
| | 04:17 |
And so when a marketer comes and presents
company information, that presents a
| | 04:23 |
problem because people want unbiased
information from other people that have
| | 04:29 |
common interests.
And so here's my advice.
| | 04:34 |
Number one, avoid experts who don't know
your business.
| | 04:40 |
You see, online forums, articles,
marketing by social media companies,
| | 04:45 |
seminars, all kinds of things about social
media, they're full of people who will
| | 04:50 |
tell you how to run your business.
But if they don't know your business, if
| | 04:57 |
they don't know how you monetize, how you
market, who your market is, and how you
| | 05:02 |
sell to them, then they don't know your
business.
| | 05:07 |
And so because of that you need to avoid
anyone telling you that you have to use
| | 05:11 |
certain marketing techniques when they
don't understand how you make money, or
| | 05:16 |
how your business runs.
I call this the shiny object syndrome.
| | 05:22 |
They are people that will tell you that
you have to use these things, and, many
| | 05:27 |
times, a lot of the CEO's or C level
people hear about these new media opportunities.
| | 05:35 |
And they get distracted and they feel like
we have to do this in order to make money.
| | 05:39 |
So, I want you to stop feeling guilty
about not using social media or not using
| | 05:44 |
it effectively or not giving it the time
you might think it deserves.
| | 05:50 |
Do those experts truly know your business?
Do they know the demands on your time?
| | 05:55 |
Do they know what makes your company
money?
| | 05:59 |
If not then don't listen because this
course is going to be all about finding
| | 06:03 |
the strengths of your marketing and the
strengths of those channels available to
| | 06:07 |
you so that you can be more effective in
your online marketing.
| | 06:13 |
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| Assessing your resources| 00:02 |
Building an online marketing plan?
Let's assess your resources and see where
| | 00:06 |
your strengths or weaknesses might lie so
you can create an online marketing plan
| | 00:11 |
that utilizes the best of your time and
the best of your resources.
| | 00:18 |
First, what's your goal?
What is it that you want to accomplish and
| | 00:23 |
your company wants to accomplish?
Is it sales, revenue?
| | 00:28 |
And then how do you make those sales?
How do you gain revenue?
| | 00:33 |
Is it through selling a product?
Is it through selling subscriptions?
| | 00:38 |
Is it through gaining leads?
So, it is vitally important to number one,
| | 00:43 |
write down.
Your primary goal, and that is, what is it
| | 00:47 |
that makes your company money?
What do you want to accomplish?
| | 00:53 |
You see, too many times, people get
sidetracked, thinking about, I need to get
| | 00:57 |
more friends, or I need to get more
followers.
| | 01:01 |
Let's remember the primary goal and that
is how does your company make money.
| | 01:06 |
What then are those things that makes you
money.
| | 01:11 |
Leads subscriptions sales what are those
things.
| | 01:16 |
Make sure that they're in writing so that
you can always refer back to that.
| | 01:20 |
And measure all of your marketing against
the primary goal.
| | 01:26 |
Secondly, let's look at your resources.
Where are you at in terms of time?
| | 01:30 |
If you're like most other marketers, you
don't have enough of it.
| | 01:35 |
And so that is something that we have to
put down as a resource, and it's a vital resource.
| | 01:41 |
That you don't have enough of.
So we need to look and find out where are
| | 01:45 |
other places that you might have more
resources.
| | 01:50 |
Does your company give you enough of a
budget that you can focus on developing
| | 01:54 |
more channels, maybe through paper click,
or building additional marketing resources.
| | 02:01 |
Do you have a budget that allows you to
put resources towards video marketing?
| | 02:05 |
Or maybe hiring an agency or an assistant
to enable you to accomplish more things.
| | 02:12 |
How about a team around you?
Do you have people that you can pool from
| | 02:16 |
that are good at writing?
At video?
| | 02:20 |
At social media?
Or maybe that are good at display and
| | 02:24 |
layout in a website?
What are the resources of people that are
| | 02:29 |
around you.
And then may be the resources of
| | 02:32 |
technology, I find that some companies
when we talk to them they don't realize
| | 02:36 |
the resources that they have available to
them that they can use for marketing.
| | 02:43 |
Instead they are using their technological
resources internally and forget that they
| | 02:48 |
can turn them externally and get
information about that.
| | 02:52 |
And information is another resource.
How many white papers?
| | 02:57 |
Research documents?
How much information is available to you,
| | 03:01 |
that if you were to focus that outwardly,
you could get the interest of either your
| | 03:06 |
market, or peers, or other people in the
industry?
| | 03:11 |
That would talk about you and share the
information that you provide.
| | 03:16 |
What are those resources that are
available to you?
| | 03:20 |
So, do you have time to monitor social
media?
| | 03:22 |
We start looking at each of these.
Do you have time to follow up what's going
| | 03:27 |
on online?
So if someone posts a complaint can you
| | 03:31 |
get to that quickly?
Do you have someone that can get to that quickly?
| | 03:36 |
Do you have a process in place in order to
develop that?
| | 03:40 |
What is your sales cycle?
Is your sales cycle more than six months
| | 03:45 |
or a year?
So once you get that lead you then have to
| | 03:48 |
nurture that lead.
How about your information cycle?
| | 03:52 |
How often does information change in your
industry that you have to respond and react?
| | 03:58 |
How many times do customers require
immediate action or attention?
| | 04:03 |
These are all part of the resources, when
it comes to time, that you need to evaluate.
| | 04:08 |
Let's look at the resource of money.
Is outsourcing a way that you can get more
| | 04:14 |
action done?
Is maybe another agency the way to go that
| | 04:18 |
will help provide the time and expertise
that you can't afford in terms of time,
| | 04:22 |
but you might have the money available?
However, if you do get an outside firm,
| | 04:29 |
you do need to have a clear method of
managing and measuring success.
| | 04:35 |
The last thing you want to do is get
locked into a long term contract with a
| | 04:39 |
company that's only providing a cut and
paste report and not really doing anything
| | 04:43 |
of value.
How bout people what are the skills or the
| | 04:49 |
specialties you have available within your
company are there skills for writing, for
| | 04:54 |
video production creating a pod cast maybe
your skills are in information with research.
| | 05:01 |
What about sales people their usually an
untapped resource and they have a lot of
| | 05:05 |
experience that you can pull from.
What are the people around that you can
| | 05:11 |
utilize in developing a marketing plan or
marketing resources, to take online.
| | 05:17 |
Or technology.
Can you create technical products, such
| | 05:22 |
as, a calculator, that would be relevant
for your industry.
| | 05:25 |
Infographics that would draw people in and
communicate information very quickly.
| | 05:31 |
Through engaging graphics.
Do you have video capabilities?
| | 05:36 |
How about programmers that can create an
app, or another level of interactivity
| | 05:40 |
with the information that you have
available to you?
| | 05:45 |
Maybe your resource is information.
What content is already available on your site?
| | 05:50 |
What content is available within your
company.
| | 05:54 |
And can you re-purpose that?
You see, most of content development is
| | 05:58 |
taking content that already exists, but
re-purposing it for different channels,
| | 06:02 |
such as articles, videos, white papers,
looking at trends and analysis and sharing
| | 06:07 |
that online.
You see when we integrate our resources
| | 06:13 |
what we're looking at is how to optimize
our content that we have and that we are
| | 06:18 |
developing and sharing it across different
social media, and then measuring how
| | 06:23 |
people interact with that content.
In different methods, in different media
| | 06:31 |
and also how do we utilize this?
How do we utilize that intelligence from
| | 06:38 |
analyzing how people interact with that
information, employ it into our email marketing.
| | 06:45 |
To get better results out of that, and
ultimately develop business from that,
| | 06:50 |
which will increase our revenue.
So here are couple questions.
| | 06:58 |
First of all, of all the channels that you
are utilizing, do you know which channel
| | 07:03 |
presents the best return on investment?
Of your search engine optimization, email,
| | 07:11 |
marketing, social media marketing or even
in social media, video, Facebook, Twitter,
| | 07:16 |
Pinterest which channel provides the best
return on your investment of time, money,
| | 07:22 |
resources and information.
Number one, can you answer that question?
| | 07:29 |
If you can answer that question, why?
Why does that specific channel provide the
| | 07:35 |
best return?
But even beyond that, and here's a more
| | 07:39 |
difficult question.
Which channel?
| | 07:42 |
Is the most profitable.
Which channel provides more revenue for
| | 07:47 |
less effort than any other channel and
why?
| | 07:52 |
These will be your guideposts in
establishing your clear plan to
| | 07:56 |
profitability for your company.
| | 08:00 |
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| Considering the channels| 00:02 |
Building an integrated online marketing
plan.
| | 00:05 |
Now, lets look at different channels and
how they work for your company.
| | 00:11 |
First lets go back and review the most
important thing to keep in mind is the goal.
| | 00:17 |
What do we want to accomplish, obviously
we want to accomplish More revenue.
| | 00:23 |
How do we accomplish that revenue?
Is it through sales, subscriptions, leads?
| | 00:29 |
What do you do that provides revenue for
your company?
| | 00:34 |
That is the first and foremost goal to
keep in mind as you develop these
| | 00:38 |
assessments and the plan for more
effectively marketing your company.
| | 00:47 |
So, lets look at the channel resources.
We have so many things available to us as
| | 00:52 |
online marketers and this can be a burden
but it can also be a way of looking for
| | 00:56 |
potential opportunity online.
Search engine optimization, blogging,
| | 01:04 |
using social media, of which blogging is a
part.
| | 01:10 |
Display ads, email, paper click marketing.
If you're an e-commerce sight, you can
| | 01:16 |
take advantage of shopping feeds in the
search engines.
| | 01:21 |
If you're a regional or a local business
or entity, you can take advantage of local listings.
| | 01:26 |
You can also market to people directly to
have them come back to your websites for
| | 01:31 |
direct response or direct access to your
site.
| | 01:36 |
If you're a retailer, maybe you publish a
catalog where you direct people back to
| | 01:40 |
your site.
Or you can also market your web site
| | 01:45 |
through links on other web sites.
Whether it's reviews, articles, public
| | 01:51 |
relations or news, driving links on other
sites in order to attract people back to
| | 01:57 |
your site to find the information they
need.
| | 02:03 |
We've so many channels available to us,
even beyond this list, that you might find
| | 02:07 |
opportunities that are perfect for your
company and for your strategy.
| | 02:13 |
I find it helpful though to develop a
report so that I understand which of my
| | 02:18 |
channels is bringing the most amount of
visitors.
| | 02:23 |
And ultimately the most amount of
transactions per channel and understanding
| | 02:28 |
which channel develops the most revenue.
So, from this report, I can see that my
| | 02:35 |
organic search visitors not only are the
most amount for any channel, but they also
| | 02:41 |
bring the most amount of revenue.
And when I compare that to the efforts and
| | 02:48 |
the cost of search engine optimization,
it's one of my most profitable channels.
| | 02:55 |
I can see that paper click marketing again
provides a significant number of visitors
| | 03:00 |
and a good amount of revenue compared to
other things.
| | 03:06 |
My link building provides again a good
amount of visitors.
| | 03:10 |
And the revenue is among one of the
highest producing revenue.
| | 03:15 |
So, my link building campaign, my content
marketing is something that is valuable in
| | 03:20 |
terms of bringing in visitors and revenue.
For email, it's about midway in terms of visitors.
| | 03:29 |
In terms of revenue, it's on the high
side.
| | 03:32 |
But when I look at what my email campaign
produces in terms of investment, it is my
| | 03:37 |
highest return on investment channel.
And so that needs to rate very highly in
| | 03:44 |
terms of my ongoing marketing plan.
Understanding which channel produces the
| | 03:51 |
most amount of visitors, the most amount
of revenue, or actions that lead to
| | 03:56 |
revenue is critical in prioritizing the
channels that are the most effective first.
| | 04:04 |
And then looking at your second tier of
channels that aren't as effective, but
| | 04:08 |
could be grown into effective channels.
But it's vitally important to know, the
| | 04:16 |
success of the channels in their current
state and what they provide your company
| | 04:21 |
in terms of visitors and value.
Once you're able to create that type of
| | 04:28 |
report and understand where your efforts
are paying off now, you can start asking
| | 04:32 |
some new questions.
Which channel provides to the most new
| | 04:37 |
customers and how does it do that ,which
channel provides the most return visitors,
| | 04:42 |
why does it do that.
And how often do you communicate to
| | 04:47 |
existing customers and what is the
response by channel?
| | 04:51 |
If you're communicate to customers through
Facebook, what is the typical response.
| | 04:56 |
If you're communicating to customers via
email, what's the typical response rate or
| | 05:00 |
the click through rate based on that?
You see, once you can start measuring how
| | 05:08 |
well you effectively communicate to
visitors or customers, you'll be able to
| | 05:13 |
understand the priority with, which you
need to center your integrated marketing
| | 05:18 |
plan around.
This is the first step.
| | 05:24 |
So, in your channel assessment, understand
which of your activities is the most
| | 05:27 |
profitable, and then answer which of your
activities take the most amount of your time.
| | 05:34 |
Obviously, the next question is where do
you want to spend more time?
| | 05:38 |
You see when we understand, which of our
activities is the most profitable and most
| | 05:42 |
of us are judged in our job performance in
being profitable for the company.
| | 05:49 |
And so, when you find what is profitable
first, then you can more effectively
| | 05:53 |
prioritize were you can spend the most
amount of your time for the most amount of
| | 05:58 |
return and profit for your company.
And then everything will fall into place
| | 06:06 |
as you prioritize high value activities
first.
| | 06:10 |
And low value activities last.
That's one of the steps is just assessing
| | 06:16 |
all of the different channels that you
have.
| | 06:19 |
And all of the information and what's
available to you.
| | 06:24 |
And now we're going to move into
developing a clear message and a clear
| | 06:28 |
plan for your company.
| | 06:30 |
| | Collapse this transcript |
| Introducing the four-step plan| 00:02 |
Building an Integrated Online Marketing
Plan.
| | 00:04 |
Here are the four critical steps to
building a successful integrated Online
| | 00:10 |
Marketing Plan.
The four parts to your successful strategy
| | 00:15 |
number one is developing a clear
narrative.
| | 00:18 |
That is, a clear message that your company
communicates across all channels that
| | 00:24 |
shows who your company is, why it's
important and also communicates the value
| | 00:30 |
your company has to the customer.
The second part is understanding which
| | 00:38 |
mediums or which channels will more
effectively enable you to communicate that narrative.
| | 00:45 |
Some channels make it easier for you to
communicate specific information,other
| | 00:50 |
channels make it more difficult and your
message can be lost in the overwhelming
| | 00:55 |
numbers of the other messages, tweets or
updates.
| | 01:01 |
You see understanding which mediums enable
you to communicate more clearly and
| | 01:06 |
effectively is a critical part to your
strategy.
| | 01:11 |
When you understand which mediums can be
used more effectively than others and
| | 01:15 |
understanding that not all media or not
all channels are equal, then you can more
| | 01:20 |
effectively communicate through those
channels, and develop interactions that
| | 01:25 |
will enable people to better understand
your business, your value proposition, and
| | 01:30 |
what you're all about.
When you develop those interaction
| | 01:37 |
pathways, it's based on clear planning,
you see planning tends to be an overlooked
| | 01:42 |
part of strategy.
The more effectively you put all of this
| | 01:48 |
into a plan, the better the narrative will
be and also the more clear it will be
| | 01:53 |
heard in your strength of medium, and also
it will be more clear as to how you
| | 01:58 |
interact with people, which will again
make it easier to plan.
| | 02:06 |
All of these are related to each other.
They're interrelated and interdependent.
| | 02:11 |
And so, as we move forward in developing
this strategy, what we have to do is
| | 02:16 |
understand number one, the narrative.
Who are you?
| | 02:20 |
What do you bring to the market?
What is the best platform for that message
| | 02:24 |
to communicate it the most effectively?
The medium you choose will determine the
| | 02:30 |
type of interactions that will take place.
And also, your planning will develop a
| | 02:35 |
publishing and a content marketing
schedule that will be effective and be
| | 02:41 |
able to utilize the medium more
effectively for more effective interaction.
| | 02:50 |
And so we need to take time to plan.
This is the critical component to a
| | 02:53 |
successful online marketing plan.
This is where most companies fail, in that
| | 02:59 |
they create a plan that is not detailed
enough to provide guidance.
| | 03:05 |
Their plans are more goals rather than
asking the questions of how will we
| | 03:10 |
approach this medium?
How will we plan for this medium?
| | 03:15 |
And how will we most effectively
communicate?
| | 03:19 |
You see when you take time to plan, you
will be pro-active in presenting the
| | 03:24 |
company, rather than reactive to comments,
criticisms or questions.
| | 03:31 |
You take time to plan because you know
what people want and you will be
| | 03:34 |
delivering that information to them.
You see, when you know what works, and you
| | 03:40 |
take time to plan with a proactive
approach, it will be easier to react when
| | 03:44 |
you have facts, when you can show
measurements.
| | 03:48 |
When you can show this is the plan that we
have, and it's based on data, and this is
| | 03:53 |
why we are executing it this way.
Without a plan, you will respond to
| | 04:01 |
criticisms, to feedback emotionally.
And usually when companies or individuals
| | 04:08 |
respond to these things emotionally, they
tend to create a bigger situation and
| | 04:12 |
create more work for themselves rather
than sticking with a plan.
| | 04:18 |
And measuring the results of the plan
which will create a successful strategy
| | 04:23 |
for your company.
| | 04:25 |
| | Collapse this transcript |
|
|
2. The Four Parts of a Successful Online Marketing Strategy: Narratives and MessagesWhat is a narrative?| 00:00 |
Building an integrated online marketing
plan.
| | 00:04 |
In this section, we're going to build
around the four elements of a clear,
| | 00:09 |
integrated online marketing plan.
The first of those elements is
| | 00:14 |
establishing a narrative.
As a quick review the four parts to a
| | 00:19 |
successful strategy are establishing a
clear narrative, understanding the
| | 00:23 |
different channels and mediums available
to your company.
| | 00:28 |
And then basing your interaction with
customers and with people based on that medium.
| | 00:36 |
And then the final and most critical step,
is the planning of your interactions
| | 00:40 |
through those mediums in order to
communicate your narrative.
| | 00:46 |
But we're going to focus on what the
narrative is.
| | 00:50 |
You see, it's a difficult thing to get
your arms around establishing a clear
| | 00:53 |
narrative for your company.
A narrative can be difficult to iron out
| | 00:59 |
but ultimately what it is, it's a
description of who your company is.
| | 01:05 |
What are you all about?
What is the goal of the company?
| | 01:10 |
Obviously, most companies want to make
money, most companies want to be
| | 01:13 |
successful, but why?
What is the driving force behind the
| | 01:17 |
success of the company?
What are you trying to communicate to your
| | 01:21 |
customers or to your prospects, that will
make them want to do business with you
| | 01:26 |
rather than somebody else?
One of my favorite examples of a
| | 01:31 |
narrative, is a cigarette company based
out of the United Kingdom called death cigarettes.
| | 01:38 |
Now, this was interesting, because
usually, you don't like people to think
| | 01:42 |
about death.
There are warnings on the sides of
| | 01:45 |
cigarette packets that tell people not to
smoke.
| | 01:49 |
But here's a company that came out, and
not only said this is what type of
| | 01:53 |
cigarettes they are, death cigarettes,
they took the warning labels to a whole
| | 01:56 |
other level.
Smoke more, die faster.
| | 02:01 |
Tobacco damages your health.
Incorporating the whole idea of death
| | 02:07 |
around their cigarette.
You see, Death Cigarettes became one of
| | 02:13 |
the most popular selling cigarettes in the
UK, in a very short amount of time.
| | 02:19 |
In an interview with the company about
their success, they said they didn't
| | 02:23 |
really start out as a cigarette company.
You see what this company started out to
| | 02:29 |
do, was to market a product, they just
didn't know what product they wanted to market.
| | 02:35 |
But they had a narrative in mind and that
was, to take a lie and market it as the truth.
| | 02:42 |
You see, cigarette marketing is a big lie.
Cigarette marketing is marketed to make
| | 02:47 |
people feel cool, relaxed, part of a crowd
and yet they wanted to tell what the truth was.
| | 02:55 |
That tobacco, cigarettes, they ultimately
take you to a place you don't want to go, faster.
| | 03:00 |
And so, they marketed it that way and
people responded to it, people embraced
| | 03:05 |
the truth of the marketing and bought
more, and made this one of the most
| | 03:10 |
popular brands.
You see, a narrative is powerful because
| | 03:17 |
it enables people to find themselves in
agreement.
| | 03:22 |
It enables people to cling to a story, or
to an idea that's powerful and more
| | 03:26 |
powerful than the product itself.
Another example of how a narrative is
| | 03:32 |
used, is in the show, American Idol.
The Coca-Cola color of red is used
| | 03:38 |
throughout the show, it's used in the
rooms where the singers wait.
| | 03:44 |
It's used in the cups that the judges
have.
| | 03:47 |
It's woven throughout the fabric of the
show, making Coca-Cola the number one
| | 03:52 |
recognized advertiser of that show.
Because it's woven throughout the
| | 03:58 |
narrative, it's woven throughout the show,
it's part of the story line.
| | 04:03 |
And so, that's what's important to realize
about a narrative, is that a narrative is
| | 04:07 |
most powerful when it's a story.
When it tells a story about your brand.
| | 04:12 |
When it is associated with a story,
because that story is a framework for the
| | 04:16 |
experiences that people have.
In American Idol, the viewer has an
| | 04:21 |
experience watching the show that
Coca-Cola is woven through out that experience.
| | 04:28 |
Its a part of everything they see.
For Death Cigarettes, the framework for
| | 04:32 |
the experiences of a smoker is, here's a
company that's finally just telling the
| | 04:36 |
truth because all they want is a cigarette
and I don't want to feel guilty about it.
| | 04:43 |
They grew to popularity because of honesty
and so, the brand narrative is a
| | 04:48 |
reflection of the total customer path.
When someone buys from you, when someone
| | 04:55 |
fills out a lead form on your website,
when you reach a new customer, what’s the
| | 04:59 |
ultimate goal?
What is the ultimate feeling you want to
| | 05:04 |
produce in that customer?
What do you want them to think or feel
| | 05:09 |
about your brand, at the end of the
transaction or throughout the customer life?
| | 05:17 |
That's the brand narrative.
The way you want that customer to feel or
| | 05:21 |
perceive your brand, at the end of doing
business with you.
| | 05:27 |
That's your Narrative.
And so we need to pull it together and
| | 05:30 |
make it clear and concise, and communicate
it effectively.
| | 05:36 |
That's the beginning of creating a brand
narrative.
| | 05:40 |
| | Collapse this transcript |
| Developing your narrative| 00:02 |
Building an integrated online marketing
plan.
| | 00:05 |
So first, we've looked at what a narrative
is, and it's a story that communicates how
| | 00:10 |
a customer will perceive the company.
The experience that they will have in
| | 00:15 |
their lifetime in dealing with that brand.
Let's look at how to develop a narrative
| | 00:21 |
that is specific to your company.
First I wannao show you some examples.
| | 00:28 |
You see in building a narrative, we can
also look at other brands and specifically
| | 00:32 |
let's look at the insurance industry.
There's a lot of advertising, there's a
| | 00:38 |
lot of marketing in the insurance
industry.
| | 00:41 |
And i find that these examples help people
understand a little more clearly a narrative.
| | 00:47 |
You see, when we look at all of the
marketing and advertising,that a company
| | 00:51 |
like Progressive does.
What they offer is the rates of other
| | 00:56 |
companies including themselves and they
let people make the choice.
| | 01:01 |
You see Progressive wants to be perceived
as the voice of reason.
| | 01:05 |
That we're going to give you all of the
information available and we'll guide you,
| | 01:09 |
but you ultimately make the choice.
But we are the voice of reason.
| | 01:14 |
We have provided you all the facts and
information you need to make an informed decision.
| | 01:20 |
If you look at the advertising and
marketing for StateFarm.
| | 01:23 |
StateFarm wants to be there when you need
them.
| | 01:28 |
A lot of their advertising shows people on
the phone crying as if they just broke up
| | 01:32 |
with a boyfriend or girlfriend and chose a
less expensive insurance company.
| | 01:39 |
And they're regretting it.
And they want to get back together.
| | 01:42 |
So State Farm has that relationship aspect
that they really push in their marketing.
| | 01:47 |
GEICO has numerous characters that people
love and laugh about.
| | 01:53 |
GEICO is really the entertainer of the
industry.
| | 01:57 |
Allstate sells with an element of fear.
What if?
| | 02:01 |
Are you prepared?
Do you have enough?
| | 02:05 |
Allstate asks critical questions that make
you think twice about your life and your coverage.
| | 02:13 |
And when you look at the characters that
each of these companies use.
| | 02:18 |
So Allstate also uses a character that
played the president in the series 24.
| | 02:23 |
That's who he's most closely associated
with.
| | 02:26 |
So he has a little bit of authority but
also questioning, have you made the right decisions?
| | 02:33 |
GEICO uses numerous characters.
Pigs, lizards, cavemen, all kinds of
| | 02:37 |
different characters there to communicate
fun and enjoyment.
| | 02:44 |
Progressive uses flow, who gives you the
information that you need.
| | 02:48 |
Now what's interesting is all of these
characters have more followers on Facebook
| | 02:52 |
than the actual companies themselves.
The GEICO Geco has numerous, in fact about
| | 02:59 |
ten times more followers on his Facebook
page than the company GEICO which he
| | 03:04 |
represents, has followers on their
Facebook Page.
| | 03:10 |
The characters are more popular than the
companies and that's because the
| | 03:15 |
narrative, the story resonates more with
people than the actually company does.
| | 03:22 |
And so let's use that to develop a
narrative.
| | 03:24 |
The first question is what is your
companies unique message?
| | 03:29 |
What value proposition do you bring to the
market that is different than everybody else's?
| | 03:34 |
Do you have better information?
Do you have better service?
| | 03:37 |
What distinguishes your approach to the
market from all of your competitors.
| | 03:43 |
You see, your narrative has to communicate
the difference that you bring.
| | 03:48 |
Your value, how you perceive customers
differently than your competitors, and
| | 03:52 |
what they will receive in working with
you.
| | 03:56 |
So that's the first part, is that unique
difference that you bring.
| | 04:00 |
Then in three sentences or less, answer
who you are, what you bring, and why
| | 04:04 |
customers should do business with you.
We call that the elevator pitch.
| | 04:11 |
Very quickly when someone asks what you
do, you give them the Who, What, and Why
| | 04:15 |
in three sentences or less.
After you have developed those three
| | 04:20 |
sentences or less, the Who, What and Why
of your company.
| | 04:24 |
Now bring it down into one sentence.
And this is where I like to know just the
| | 04:28 |
facts, distill it into one sentence.
What does your company do?
| | 04:33 |
And maybe I should add, what does your
company do for me?
| | 04:36 |
What value do you provide for me as a
customer?
| | 04:41 |
And then break that sentence down into an
internet sentence.
| | 04:44 |
That means in five to eight words can you
describe what your company does.
| | 04:49 |
Not just one long sentence but an internet
sentence, something that someone can scan
| | 04:54 |
in just a few words and understand what
your company is all about.
| | 05:00 |
So do this exercise to refine your message
and to create a clear narrative for your company.
| | 05:07 |
So develop your narrative, eight words or
less, I think five to eight words is a
| | 05:12 |
good target.
Make sure that you then stand back, and
| | 05:16 |
does this narrative show that you know who
you are.
| | 05:20 |
That you know who your company is.
Next, go back to your resource assessment.
| | 05:26 |
Go back and look at all the channels that
you communicate to people through.
| | 05:31 |
Pay-per-click, Search marketing, Email,
Social media.
| | 05:36 |
Does your marketing and advertising
reflect that narrative.
| | 05:40 |
You see if it doesn't, that means your
organizational communication Is across the
| | 05:45 |
board, and you're not providing a
consistent message to your market.
| | 05:51 |
So measure all of your marketing according
to your narrative.
| | 05:56 |
Does it present a consistent message?
Because if it doesn't, then your customers
| | 06:02 |
are not having a clear customer experience
with your brand.
| | 06:07 |
And that's up to you to clarify and
develop throughout all of your marketing.
| | 06:13 |
| | Collapse this transcript |
| Seeing how the medium affects the message| 00:02 |
Building an Integrated Online Marketing
Plan.
| | 00:05 |
Step two of building an integrated plan is
understanding the mediums that are
| | 00:10 |
available to you.
See, when we talk about a Medium, what
| | 00:14 |
we're looking at is a channel of
communication.
| | 00:17 |
You see, Facebook is social media.
And that social media is considered a channel.
| | 00:24 |
But Facebook, is different than Twitter.
And so we have to look at Facebook
| | 00:29 |
communication being very different from
Twitter.
| | 00:33 |
Communication, both of those are very
different from YouTube communication.
| | 00:39 |
So even though they all fall under the
umbrella of social media marketing, each
| | 00:44 |
channel needs to be seen differently,
because people use them differently.
| | 00:50 |
And the medium through which you
communicate a message influences how
| | 00:55 |
people receive that message.
This is a very important concept.
| | 01:01 |
Back in the 1960s a man named Marshall
McCluhan coined the phrase, the medium is
| | 01:07 |
the message.
What he meant by that is that people
| | 01:11 |
perceive information differently based on
how they receive that information.
| | 01:18 |
Here's a great example through which he
did his study and found this principle.
| | 01:24 |
You see, in 1960, it was the first
televised presidential debate between
| | 01:29 |
Richard Nixon and John F Kennedy.
About half of the households in America at
| | 01:36 |
that time, owned a television set.
About half of the households were still
| | 01:41 |
using radio.
So it was a unique time in American
| | 01:45 |
History where there was a new medium
taking over from an old medium.
| | 01:50 |
In a survey that was done after the
debate, most people that listened to the
| | 01:55 |
debate on the radio overwhelmingly said
that Nixon won the debate.
| | 02:02 |
Their comments ranged from he knew the
issues, he was adept at answering questions.
| | 02:09 |
To he understood and was better at
communicating his ideas, and his vision
| | 02:14 |
for the future.
The people that watched the debate on
| | 02:19 |
television their comments were Kennedy
looked presidential.
| | 02:25 |
That he was confident, he looked smart and
he was able to be confident under pressure.
| | 02:32 |
And he looked good in delivering his
answers.
| | 02:35 |
You see, based on what medium people used
in hearing the information or receiving
| | 02:41 |
the information.
It influenced how they perceived that information.
| | 02:48 |
A couple other things that also happened
that helped that debate was that.
| | 02:53 |
Well Nixon, was in the hospital for a few
weeks prior to the debate and had lost
| | 02:57 |
about 20 pounds.
And so visually, he looked very thin, he
| | 03:01 |
looked very gaunt, and wasn't comfortable,
in, in being in a suit, and under the hot
| | 03:05 |
lights of the studio.
Kennedy on the other hand, his people had
| | 03:10 |
called the network prior to the debate to
find out what color the background would be.
| | 03:16 |
And they made sure that because the
background was a light grey.
| | 03:21 |
He wore a very dark suit so that the
contrast would enable him to be better
| | 03:25 |
seen on the black and white television.
And so many things factor into how people
| | 03:33 |
receive information and the value and the
weight they place on that information
| | 03:38 |
depending upon where they receive it.
And so this helps us understand that not
| | 03:45 |
all social media is equal.
You see, when we look at the efforts of
| | 03:50 |
people and the efforts of companies that
lead to conversions.
| | 03:55 |
In the sheer number of posts to Twitter,
to blogs, and to forums.
| | 04:01 |
Most companies that actively engage in
these three methods of posting information.
| | 04:08 |
The majority of their efforts that lead to
conversions are from their forum and blog postings.
| | 04:16 |
When we look at from a visitor perspective
of the amount of impressions that lead to conversions.
| | 04:22 |
We see that blogs overwhelmingly provide
the most amount of conversions.
| | 04:27 |
And see, you can't measure all social
media the same way.
| | 04:31 |
People perceive information differently,
and that then, contributes to how they
| | 04:36 |
react to it.
And so, we need to choose a primary medium.
| | 04:42 |
Based on the resources that we have, based
on understanding how our message is best
| | 04:47 |
communicated and best received by our
audience.
| | 04:53 |
And so, the first part of understanding
the most effective channels is
| | 04:57 |
understanding that not all social media is
perceived the way we think it might be.
| | 05:05 |
Evaluate the channels that you use.
And evaluate how people respond to you.
| | 05:10 |
Are you effective in promoting your
company and your ideas through these channels?
| | 05:16 |
In which channels will be the best for you
to present your company and your information.
| | 05:23 |
| | Collapse this transcript |
| Avoid mixing mediums| 00:02 |
Building an integrated online marketing
plan.
| | 00:05 |
In the previous module we saw how not all
social media is perceived the same way.
| | 00:11 |
Different social media, enables you to
present a message more clearly than other
| | 00:16 |
social media.
And this is why we can't take the same
| | 00:21 |
message across all social media.
I see a lot of this because it seems like
| | 00:27 |
companies are confused as to how to use
Twitter, Facebook and LinkedIn?
| | 00:33 |
Many times when we evaluate a company
social media efforts what we see is, they
| | 00:38 |
will enable a tweet to be seen on Facebook
and LinkedIn.
| | 00:44 |
And the problem is that Facebook and
LinkedIn don't utilize hashtags.
| | 00:49 |
They don't utilize the @user that Twitter
does.
| | 00:53 |
They don't utilize a re-tweet instruction.
And Facebook and LinkedIn don't have
| | 00:58 |
character limits like Twitter does,
Twitter has 140 characters.
| | 01:02 |
Facebook and LinkedIn allow you to have
more characters and also to include
| | 01:07 |
images, links, video.
There are many more ways that you can
| | 01:12 |
interact with people through Facebook and
LinkedIn, than on Twitter.
| | 01:16 |
And so, using all three of these channels
to communicate the exact same message,
| | 01:21 |
causes confusion.
We have to ask the primary question, who
| | 01:26 |
is each medium best at reaching?
You see, LinkedIn is a different audience
| | 01:33 |
than Twitter.
Facebook is a different audience than Twitter.
| | 01:38 |
Can we better utilize each of these
mediums, to reach the right audience?
| | 01:46 |
See, the problem is, is we see our
instructions, we see retailers telling us
| | 01:50 |
to share a link, to share that we just
bought a rice cooker on Amazon.com.
| | 01:56 |
But is that really how people communicate?
Just because the instructions are there,
| | 02:01 |
just because retailers or publishers, are
asking you to re-tweet or share or send
| | 02:05 |
all of this information around.
Does it mean that that's the right thing
| | 02:10 |
to do, or the best thing for you and your
reputation?
| | 02:15 |
You see, we've gotta get back to
understanding what is normal human
| | 02:19 |
behavior, what is conversation?
Because people respond to genuine conversation.
| | 02:27 |
They don't respond to announcements,
pronouncements.
| | 02:31 |
They don't respond to people and
companies, just broadcasting out information.
| | 02:37 |
If you want people to interact with you on
Facebook, conversation is the key.
| | 02:43 |
Asking them questions about their opinions
and what they believe, then people will
| | 02:47 |
respond to you.
You see, when we ask people to like us on
| | 02:51 |
Facebook, but they haven't even done
business with us, that's backwards.
| | 02:57 |
People like companies that they've done
business with, that they had a good
| | 03:02 |
experience with and that they will place
their own personal reputation on, in
| | 03:06 |
recommending it to their friends.
And so, telling people to like you on
| | 03:13 |
Facebook, without ever having done
business with them is approaching them backwards.
| | 03:18 |
Especially for a B2B business, you want to
do business with people, you want to get
| | 03:23 |
that lead.
And you want them to see the
| | 03:26 |
recommendations of people that you've done
business with.
| | 03:30 |
And so, we need to get this aligned
correctly in our business and in our marketing.
| | 03:36 |
Then we need to market to people first, we
need to get their interest and get their lead.
| | 03:41 |
And after we have performed our service
the way we said we would do it.
| | 03:46 |
And we've provided great customer service,
then getting the like will happen very easily.
| | 03:52 |
But we can't expect people to like as if
they've never done business with us, we
| | 03:56 |
don't recommend products and services to
friends, were we don't know the product or service.
| | 04:04 |
You see, an example of mixing mediums or
giving the wrong message at the wrong
| | 04:08 |
time, can really damage a company.
I do a lot of traveling and so, I use the
| | 04:14 |
Park'N Fly service at my local airport.
In my emails, I find that they're social.
| | 04:21 |
However, what they're asking me to do is
follow them on Instagram.
| | 04:26 |
Now, it's interesting because Instagram is
a photo sharing service for social media.
| | 04:32 |
Now, I don't understand a parking lot or a
parking service, will use Instagram.
| | 04:40 |
And telling me that they're social because
they are on Instagram, doesn't really make sense.
| | 04:46 |
You see, as a customer of this company,
what do I expect my customer experience to
| | 04:50 |
be with them?
I expect that I can park my car there, and
| | 04:54 |
get to the airport quickly and that my car
will be safe when I leave it there for
| | 04:58 |
more than a few days.
I expect that when I return, they will
| | 05:04 |
pick me up promptly, drop me off at my
car, and then I will be able to leave and
| | 05:08 |
get back home safely.
That's what I expect, it's a parking service.
| | 05:14 |
What am I expecting, then, when you tell
me your sociable, and you're on Instagram?
| | 05:20 |
Well, I went to go see what exactly Park'N
Fly was doing on Instagram, and what I saw
| | 05:24 |
was that aren't really doing anything.
You see, they're advertising that they're
| | 05:30 |
on Instagram, they're advertising that
they're social.
| | 05:33 |
But I find that there is a faceless
default setting to their Instagram
| | 05:36 |
account, I don't know who it is.
They're not even branding on there.
| | 05:41 |
And then I find that there are only four
photos, five followers and they're only
| | 05:45 |
following two people, that's not very
social.
| | 05:49 |
And see, companies feel this need to use
all the social media at their disposal
| | 05:54 |
without asking, does this fit our
narrative?
| | 05:58 |
And is this the best means of
communicating to our customers?
| | 06:03 |
As a parking lot near an airport, is
Instagram the best means available to
| | 06:08 |
communicate the most effectively to your
customers?
| | 06:14 |
In this case, I would say they're not
using it effectively, and it's probably
| | 06:18 |
not the best use of their time or efforts
to communicate to their audience.
| | 06:24 |
And so, in order to develop your medium,
you have to treat all these social media
| | 06:29 |
or all these marketing channels
differently.
| | 06:34 |
And the message has to be unique to the
medium.
| | 06:36 |
You have to show your value in each
medium, communicating to your customers
| | 06:40 |
and to your prospects in the way they want
to be communicated to, through those mediums.
| | 06:47 |
They have to be unique to the audience.
You have to show your value through each
| | 06:52 |
medium because you're going to hit a
different group of customers, through each media.
| | 06:58 |
And so, understand your message, and how
it will be effectively communicated
| | 07:03 |
through each.
And here's how we're going to develop an
| | 07:08 |
understanding of the media, as we go on
through the rest of this course.
| | 07:13 |
We're going to break it down in first tier
media.
| | 07:17 |
By first tier I'm going to put blogs,
email, your search campaigns and video marketing.
| | 07:25 |
Now, the reason I put that into a first
tier media, is that it has the highest
| | 07:29 |
level of ownership and control by you and
your company.
| | 07:34 |
You have a direct influence on what is
written on blogs, your emails, your search
| | 07:39 |
engine optimization campaign and the
production of video.
| | 07:43 |
You own these.
These are yours, they are in your realm of
| | 07:47 |
ownership, and you have a direct influence
on the information that goes out on your
| | 07:52 |
company blog.
That goes out to your customer emails, how
| | 07:56 |
you optimize your site, and the production
of the video.
| | 08:01 |
And it's also republishable.
People can take your video and republish
| | 08:05 |
it on their Facebook or their blog.
People can republish your email by sending
| | 08:11 |
on to a friend.
People can copy the information from your
| | 08:15 |
blog, and send a link back to your site
when they cite you or use their information.
| | 08:23 |
Now, second-tier media is where I place
Facebook, Twitter, LinkedIn a lot of the
| | 08:28 |
social networking type of sites.
The reason why I put that in second tier,
| | 08:35 |
is because it's a very low level of
ownership.
| | 08:38 |
You see, information you post to Facebook
belongs to Facebook.
| | 08:42 |
If you post it to Linkedln, it belongs to
Linkedln.
| | 08:45 |
It's a very low level of ownership and
control.
| | 08:48 |
Your Twitter stream, you can tweet
whatever you want, but ultimately that
| | 08:53 |
stream is out in space and it belongs to
Twitter, it's more of a secondary influence.
| | 08:59 |
Because your pushing content to a central
repository, that is not hosted by you.
| | 09:06 |
The third tier of media is where I put
sites like Pinterest, Instagram, Flickr
| | 09:11 |
more places that host images and allow
people to interact.
| | 09:18 |
But people can interact with those things
without ever knowing that they belong to
| | 09:21 |
you in the first place.
And so, I'm going to cover each one of
| | 09:26 |
these media, but we are going to cover
them in terms of ownership and control.
| | 09:34 |
So, the first tier has the highest level
of ownership and control.
| | 09:37 |
Facebook, Twitter, and LinkedIn has a
lower level of ownership and control.
| | 09:42 |
The third tier has the least amount of
ownership and control.
| | 09:46 |
And we're going to go through each of
these media, and show how they can be most
| | 09:50 |
effectively used and also the downside of
each of these media.
| | 09:56 |
So, that you can understand which one has
the highest potential, for you to
| | 10:01 |
communicate to the right audience, the
right message, at the right time.
| | 10:09 |
| | Collapse this transcript |
|
|
3. The Four Parts of a Successful Online Marketing Strategy: Evaluate the Best Channel for Your MessageFirst-tier channels: Search| 00:02 |
Building an integrated, online marketing
plan.
| | 00:05 |
In this module, we're going to cover the
medium of search, how you can use the
| | 00:10 |
medium of search, to find, new customers.
When we talk about search marketing, what
| | 00:17 |
we have to look at are the different
theories that go beyond how to reach customers.
| | 00:22 |
There's push marketing, with which we're
familiar with through television,
| | 00:26 |
magazines, billboards, radio ads, that
type of marketing is designed to reach you
| | 00:31 |
with a product idea that you might need at
that time.
| | 00:37 |
So they are pushing the message not
knowing if you actually needed or not then
| | 00:42 |
there is pool marketing or inbound
marketing, what that means is that you can
| | 00:46 |
increase your visibility when people want
your product and that's the power of
| | 00:51 |
search marketing.
Is that you are found when people actively
| | 00:57 |
search for your product or for your brand,
infact even when people are searching for
| | 01:02 |
a brand name product, they will go to the
search engine, most of the time.
| | 01:10 |
They'll go to retailer, almost as much as
they'll go to the actual brand page.
| | 01:15 |
And this could be for a number of reasons.
The number one reason I hear in my
| | 01:18 |
seminars, is that people want to know the
breadth of information that is available
| | 01:23 |
about a brand.
They want to see reviews, they want to see
| | 01:27 |
other retailers that may carry that
product or that information, they want to
| | 01:31 |
see what other people have to say, not
just what that brand has to say about themselves.
| | 01:38 |
And so search is the primary place that
people go when they have a question, even
| | 01:44 |
when it is about a specific brand item.
In other surveys, when asked why people go
| | 01:51 |
online, using a search engine is at the
top.
| | 01:55 |
But when we also see what people are
looking for, health or medical
| | 01:59 |
information, information about a hobby,
maps, weather, researching a product or a
| | 02:04 |
service, looking for how-to information,
classifieds, sports information, political information.
| | 02:12 |
All of these activities can be summed up
in a search for information.
| | 02:17 |
And so on most people will say they go
online to use a search engine, what we can
| | 02:21 |
see here is how they use search engines to
find the information that they need.
| | 02:27 |
However, we're up against a couple of
issues.
| | 02:30 |
In a recent survey by ComScore and
Microsoft, they found that of all the
| | 02:34 |
searches that somebody does, about one in
four.
| | 02:39 |
Hit the right results on the first search.
What that means is about one out of four
| | 02:45 |
searches will result in the right
information being presented in the search
| | 02:50 |
engine's results, the first time.
It requires us to may be change our search
| | 02:57 |
words or use different ideas in order to
find the information that we are looking for.
| | 03:04 |
Sometimes we're not looking for the right
product or using the right words, or there
| | 03:07 |
are other words that mean something else
for other products, and there's a lot of crossover.
| | 03:13 |
Ultimately, what we find is about 42% of
all searches require refinement in order
| | 03:19 |
to get to the right information.
Another thing that we're seeing, is that
| | 03:25 |
the average search session, which is
looking for information that results in an
| | 03:30 |
action, or a completed process.
Almost half of search sessions are lasting
| | 03:36 |
longer than a day.
That means that people are taking longer
| | 03:40 |
to make a decision.
Or they're using more and more time, in
| | 03:43 |
order to find competing information or
educating themselves before they make a decision.
| | 03:50 |
And so we have these issues in place that
search results aren't always the most
| | 03:54 |
relevant, that people also have to learn
how to search correctly, but also people
| | 03:58 |
were taking longer to make sure, that they
have the right information before making a decision.
| | 04:07 |
What we can learn from this is that
people's search words show their intent.
| | 04:12 |
You see there're a couple ways that people
search that show us what they're looking
| | 04:16 |
for or how they're approaching the
information.
| | 04:19 |
People tend to initially search with what
we call an artillery search or an idea search.
| | 04:25 |
They know they need a specific product,
they know they need some information and
| | 04:29 |
so they provide very general information.
They know they want a new tennis racket so
| | 04:34 |
they search on tennis racket.
But what they don't see at first is that
| | 04:38 |
they're going to see millions of results
and the first page of results is going to
| | 04:42 |
cover the gambit of, tennis shirts, tennis
shoes tennis rackets, tennis balls, all
| | 04:46 |
kinds of things.
Because they did not refine their search
| | 04:52 |
to something particular.
They looked at more of an idea.
| | 04:57 |
So, they have to refine their search
terms, to more of a concept.
| | 05:02 |
Maybe they're looking for tennis racket
advice, or which tennis racket is best for
| | 05:06 |
them, or reviews.
See, now they're in a concept search.
| | 05:11 |
They're taking more of a shotgun approach,
because they want a variety of sites, you
| | 05:16 |
see, the searcher is being more
intelligent in their search by giving more
| | 05:20 |
specific words.
But at the same time, they want to see a
| | 05:25 |
wider variety of sites about those
particular words.
| | 05:30 |
So, they're giving a concept, but they
want to see multiple results that are
| | 05:34 |
relevant to that concept.
And that shotgun search also leads itself
| | 05:40 |
into multiple searches, that will happen
beyond that.
| | 05:44 |
Once someone gets their information about
reviews, then they're going to search for
| | 05:48 |
where to buy.
And so the shotgun search is interesting.
| | 05:53 |
The concept search is interesting because
it enables further searches, and you can
| | 05:58 |
learn the types of words that a concept
search will eventually produce.
| | 06:05 |
Ultimately, once someone has done all of
the research, looked for all of the
| | 06:08 |
information, and knows exactly what they
want, they become a sharp shooter looking
| | 06:12 |
for a very specific piece of information.
Typically, these searchers use five,
| | 06:19 |
seven, or eight words in the search field
and they know exactly what they want.
| | 06:25 |
These are also the searchers that will not
stay long on a site if they don't see
| | 06:29 |
exactly what they want.
They have a high bounce rate because they
| | 06:34 |
are looking for something very specific,
not a concept or an idea, but a very
| | 06:38 |
specific product or piece of information.
That will make them make that decision on
| | 06:45 |
that website.
So why is search so powerful?
| | 06:49 |
Number one, it has a nearly predictable
return on investment.
| | 06:54 |
You can look at your analytics and find
how well your new site visitors are
| | 06:59 |
finding your website and also what the
results of them finding the site is on
| | 07:04 |
your bottom line.
You can develop a return on investment
| | 07:10 |
calculator based on your search marketing
and you can also look at what would it
| | 07:15 |
take if I develop more visitors for this
keyword.
| | 07:19 |
And you can start to develop models that
will help you understand that will more
| | 07:24 |
investment in search engine marketing
produce mode return, it's also very cost effective.
| | 07:31 |
You see, doing search engine optimization
should be a natural part of marketing your
| | 07:36 |
website online.
And also should be a natural extension of
| | 07:41 |
content marketing or product marketing.
And so because you can build in a lot of
| | 07:47 |
search marketing to your already existing
efforts, it makes it a very cost-effective
| | 07:51 |
means of marketing your website.
And searches always being more and more
| | 07:57 |
integrated into other products as well as
integrated into other social media.
| | 08:03 |
We see this a lot with local search.
That if you just search on a very general
| | 08:07 |
key word many times you're going to get
localized or regionalized results.
| | 08:13 |
That will enable you to find what you're
looking for faster.
| | 08:17 |
And search is always offering new features
such as maps, integration with movie times
| | 08:22 |
and ticket buying.
You see, new features are being unleashed
| | 08:27 |
all the time that will make a better user
experience.
| | 08:32 |
Because if the search engine can provide a
better user experience for the searcher,
| | 08:36 |
the searcher will always rely on this
search engine as their number one
| | 08:40 |
destination to start looking for
information.
| | 08:45 |
So, search engine optimization as a
channel, is typically going to be your
| | 08:49 |
number one channel that will attract new
visitors.
| | 08:53 |
To your company.
Make sure that you approach it with that idea.
| | 08:58 |
That you want to engage them as they find
your site.
| | 09:02 |
You also want to understand the intent of
what they are searching for.
| | 09:06 |
And measure the effectiveness of your
ability to deliver their information so
| | 09:11 |
that you can make them a regular customer
to your business.
| | 09:16 |
| | Collapse this transcript |
| First-tier channels: Email| 00:02 |
In looking at the medium of the email and
putting it in its place with an Integrated
| | 00:07 |
Online Marketing Plan, I find that email
tends to be overlooked especially in
| | 00:11 |
today's marketing world.
You see the medium of the email even today
| | 00:18 |
is increasing,and what is helping it
increase is mobile.
| | 00:23 |
You see the dominant mobile activity, is
email.
| | 00:27 |
People are on the go, and the ability to
see their email is vital, to doing business.
| | 00:33 |
And being so readily available has
actually increased, the amount that people
| | 00:37 |
use email.
Unfortunately most businesses see email as
| | 00:41 |
a necessary evil.
It's something that they've always done
| | 00:45 |
over the years and they have brought very
little innovation to their email campaigns.
| | 00:51 |
They do what we call the batch and last,
which is sending the exact same email
| | 00:56 |
message to everybody rather than looking
at how they can segment their customers
| | 01:02 |
and their audience.
By intent, by purchase history, by type of
| | 01:09 |
customer, and send them unique messages
based on their segment.
| | 01:15 |
So because of this lack of innovation,
email is still very profitable.
| | 01:20 |
But it has potential to be even more
profitable when companies recognize the
| | 01:25 |
place of email in their overall marketing
scheme.
| | 01:30 |
You see, even the surveys that ask why
people go online.
| | 01:34 |
The number one result has always been to
use, to send or read email.
| | 01:40 |
It's consistently the number one reason
that people go online, email also has a
| | 01:45 |
unique place in the mind of the user.
You see email is the first touch medium,
| | 01:52 |
58% of business people check their email
the very first thing in the morning.
| | 02:00 |
I like to call that the first cup of
coffee marketing.
| | 02:03 |
What are they going to see in their inbox?
Because that's going to be the first touch
| | 02:08 |
they have that morning.
Only 20% start their day at a news portal,
| | 02:12 |
or a search engine.
And only 11% start their day on Facebook.
| | 02:19 |
So if I want to reach someone, the first
thing of the day, if I want that message
| | 02:23 |
to the waiting for them, if I want to
reach a targeted business audience or have
| | 02:27 |
I want to get my message in front of my
customer, email, if I get it home
| | 02:31 |
overnight, will be sitting there waiting
for them in the morning.
| | 02:39 |
And so we need to look at what people
prefer.
| | 02:41 |
93% of all online users are subscribed to
at least one email list.
| | 02:48 |
38% of all Facebook users are fans of a
brand.
| | 02:55 |
Only about 5% of Twitter users follow
brands.
| | 03:01 |
And so, in opening up the ability of a
company to market to you directly, 93% of
| | 03:06 |
Internet users are email subscribers.
But only about 40% of Facebook users want
| | 03:14 |
to fan or like a brand.
And only 5% of Twitter users are following
| | 03:20 |
a brand.
So the funnel closes very quickly.
| | 03:25 |
But even when we compare this based on
ages, we see an amazing picture.
| | 03:31 |
We see that even with specific targeted
age demographics, email is still the
| | 03:36 |
number one preferred means of
communication.
| | 03:41 |
Facebook falls off drastically based off
ages.
| | 03:44 |
And Twitter is still very popular within
about the 20-40, almost 50, age range.
| | 03:53 |
But yet still unpredictable when you talk
about younger generations using Twitter.
| | 03:58 |
Overall, if I want to communicate to
someone who is an existing customer, and I
| | 04:03 |
want to give them a promotion, email is
right now, and has been, the most
| | 04:08 |
profitable means of selling to your loyal
customers.
| | 04:16 |
Why is that happening?
Well, email is number one for retention of
| | 04:19 |
loyalty marketing.
Number one because people expect it.
| | 04:23 |
You see people expect emails whenever they
place an order, when they get an order
| | 04:27 |
confirmation or when they get their
shipping information.
| | 04:31 |
They expect that to come to them via
email, and even when signing up for a
| | 04:35 |
social media service such as Facebook or
LinkedIn or Twitter.
| | 04:40 |
There is always a confirmation message via
email, and in fact when those social
| | 04:45 |
mediums want to get your attention and let
you know of either a new feature or new
| | 04:49 |
followers, they contact you via email.
And so email can also be triggered,
| | 04:56 |
because it can be predictive of what
people do.
| | 05:00 |
So when someone buys something on your
website, you can trigger an automatic
| | 05:04 |
email to be sent thanking them for the
purchase.
| | 05:08 |
If someone abandons a cart on your site,
you can trigger an email to give them a
| | 05:12 |
called action to come back and complete
the purpose.
| | 05:17 |
And so email, can be used as a means of
communicating almost on a one to one basis
| | 05:22 |
with your customer and provide very
targeted information.
| | 05:28 |
Chances are email is already your number
one most profitable channel for dealing
| | 05:33 |
with your customers.
Look at ways that you can appeal to
| | 05:37 |
different segments of your customers with
different email messages and increase the
| | 05:42 |
profitability and also the popularity of
your emails.
| | 05:48 |
| | Collapse this transcript |
| First-tier channels: Blogs| 00:02 |
When we talk about marketing online, I am
a firm believer in blogging.
| | 00:06 |
I have seen blogging turn around a
company's marketing.
| | 00:11 |
What they have learned from blogging, and
the response that they received from
| | 00:15 |
developing a company blog has been nothing
short of amazing, and there's a number of
| | 00:19 |
reasons for that.
One example of a company that I would of
| | 00:25 |
never recommended a blog was a company
called Butler Sheet Metal, based in the
| | 00:28 |
United Kingdom.
If they'd of come to me and said we
| | 00:32 |
want to build a company web site and we
want a blog, I probably wouldn't of
| | 00:35 |
recommended it.
You see, they only had a few people, maybe
| | 00:39 |
four or five people there.
But they started blogging as a way of just
| | 00:43 |
communicating what life was like at a
metal shop, but ultimately, their
| | 00:47 |
narrative, their message is just what you
see there, finding the right guys for the
| | 00:52 |
right job.
They talk about some of the funny things
| | 00:58 |
that they see around them in the
industrial park.
| | 01:01 |
Some of the accidents that they see.
They talk about the difference between
| | 01:05 |
ineptitude that they see around them.
And sometimes they talk about the need to
| | 01:10 |
send projects out to get a specialist to
work on them.
| | 01:14 |
Ultimately, it all fits the narrative of
finding the right guys to do the right job.
| | 01:19 |
And in promoting this message to very
casual writing, humorous stories, they
| | 01:24 |
have enabled themselves to grow
dramatically.
| | 01:30 |
Right now, they're saying that about
50,000 people per month come to read their
| | 01:35 |
blog, and they attribute almost 40% of
their income to the success that they have
| | 01:39 |
had with the blog.
You see, most company websites, no one updates.
| | 01:47 |
I always joke about seeing years old press
releases as the latest press release on a website.
| | 01:53 |
Websites don't get updated much, no one
really wants to work with them, but blogs
| | 01:58 |
are different.
Blogs are very active, you update them frequently.
| | 02:03 |
They're based on the latest information or
the latest news of the latest happenings,
| | 02:07 |
and that works with a search engine.
Because the goal of the search engine is
| | 02:12 |
to provide the latest most up-to-date
information to the searcher.
| | 02:15 |
I also find that people write with a more
casual voice when they blog.
| | 02:20 |
Websites tend to be much more formal,
blogs tend to be your best friend.
| | 02:26 |
As a result, blogs tend to out perform
websites by a drastic margin.
| | 02:29 |
Blogs average 55% more visitors, they also
get about 55% more links than any typical website.
| | 02:39 |
And over 400% pages are indexed in a blog
than a typical company website.
| | 02:47 |
I also find that's because blogging
software is a lot more search
| | 02:51 |
engine-friendly than a typical company
website.
| | 02:56 |
And so, we can see that blogs enable a
more casual approach to reaching potential
| | 03:00 |
customers and visitors, and by giving them
the information that they want to see in a
| | 03:05 |
better format.
I also find that blogs are very sticky,
| | 03:11 |
and what I mean by that is, when we
compare blog performance with website performance.
| | 03:17 |
This is a site where we are looking at the
analytics and found some very interesting information.
| | 03:21 |
That the blog had 17,000 visits, but the
website had a million five visits.
| | 03:27 |
However, when we started looking at
people's behavior and the difference
| | 03:31 |
between the blog and the website, what we
found was a very drastic difference in behavior.
| | 03:38 |
You see, the website had an average of
about a 65% bounce rate.
| | 03:43 |
That means that people saw one page on the
website and left immediately.
| | 03:47 |
The blog, however, had a 0% bounce rate.
So, when we look at a million point five
| | 03:54 |
visitors to the website after a bounce
rate of 65%, well we're down to about
| | 03:58 |
400,000 visitors.
But we still have all of the 17,000 blog visitors.
| | 04:05 |
The average time on site on the website
was about three minutes.
| | 04:09 |
The average time on site for the blog was
24 minutes.
| | 04:13 |
You see blogs enable people to get the
information they really want, rather than
| | 04:18 |
have it presented in a corporate company
driven website.
| | 04:23 |
Again, blogs tend to be alot more
familiar.
| | 04:26 |
One thing I absolutely love about blogs
and this puts it over the top for me, is ownership.
| | 04:32 |
You see, when you develop a company blog,
you control the content.
| | 04:36 |
You control the design.
You control the layout, you also control
| | 04:40 |
the calls to action.
This is very different than setting up a
| | 04:45 |
Facebook commerce site, where you are
bound by the restrictions of Facebook and
| | 04:49 |
have to program within their windows.
If I own a blog and I'm attracting people
| | 04:54 |
to the blog, I control everything.
I also own the data.
| | 04:59 |
You see, both Facebook, Twitter and in
even LinkedIn, they give you very little
| | 05:05 |
data about how people interact with your
information.
| | 05:11 |
With a blog, you can have analytics and
you can learn everything about what people
| | 05:15 |
do and how they interact with the data on
your blog.
| | 05:19 |
Beyond that, once people subscribe and
give you their email address or give you
| | 05:23 |
any other information that data is yours.
On other social media that data doesn't
| | 05:29 |
belong to you.
It belongs to that medium.
| | 05:32 |
That's the main reason that I love using
blogs, is I control and I own everything.
| | 05:40 |
Another reason I like blogs is that they
increase search visibility.
| | 05:44 |
And that is that they enable search
engines to index more content.
| | 05:49 |
But also because I'm writing more up to
date information, search engines love to
| | 05:53 |
make sure their engines are up to date.
And so, I can build that long tail search
| | 05:58 |
engine optimization content using long
keyword strings that will reach a few
| | 06:03 |
searchers at a time every month, but it
builds my overall relevancy within that market.
| | 06:10 |
Blogs are very effective at building
community and building education.
| | 06:15 |
And what I've found is that blogs are the
most effective at communicating high trust content.
| | 06:23 |
You see, there are certain companies out
there, that just aren't selling a consumer
| | 06:27 |
product that's a one off product.
And that can be effective in selling that
| | 06:32 |
product through Facebook or making Twitter
updates or things like that, but it's very
| | 06:36 |
hard to communicate trust in a hundred and
forty characters.
| | 06:41 |
Some businesses need to communicate a lot
more information and make a potential
| | 06:45 |
customer feel a lot more at ease, and they
also have to overcome a lot more
| | 06:49 |
objections in the sale.
Blogs are very effective at communicating
| | 06:55 |
high trust content.
And in doing so, they're very effective at
| | 07:00 |
enabling you to build your own customer
lists, and the conversions that are native
| | 07:05 |
to your site.
Again, that's why I love using blogs.
| | 07:12 |
They leverage off of the search engines
and make your overall search marketing
| | 07:16 |
campaign much more effective.
But also you own the data, you own the
| | 07:21 |
design and you own everything about the
blog.
| | 07:25 |
And you can get all of the information you
need to engage your market better, because
| | 07:30 |
you ultimately own all of the data.
| | 07:34 |
| | Collapse this transcript |
| First-tier channels: Video| 00:02 |
Video is one of the most powerful mediums
that you can use to communicate the
| | 00:05 |
narrative of your company.
Video has taken over as one of the number
| | 00:10 |
one methods of providing information
online.
| | 00:17 |
One of the things that enabled this to
grow so rapidly was the introduction of YouTube.
| | 00:23 |
And companies learning very quickly that
Youtube was a powerful way of showing information.
| | 00:29 |
One of my favorite sites is the Will It
Blend site.
| | 00:33 |
And they have a wonderful story about how
they used YouTube.
| | 00:37 |
In order to show the power of their
blender.
| | 00:40 |
Blend tech actually started out as a
business to business company, trying to
| | 00:45 |
sell their high-end blenders, that started
at $450.
| | 00:50 |
They tried to sell those blenders to
smoothie places, restaurants, anywhere
| | 00:55 |
that had a commercial application for
blenders.
| | 00:59 |
And needed a sturdy high impact blender,
that they could have at their establishment.
| | 01:05 |
But because they started developing these
videos, all of a sudden consumers started
| | 01:09 |
buying the product, because they saw the
quality.
| | 01:12 |
And so Blendtech started a method of
creating videos trying to see if their
| | 01:18 |
blender was up to the task.
Marbles, broom handles, golf balls, light
| | 01:24 |
sticks, amazing amounts of things that
they attempted to blend in the blender.
| | 01:32 |
And to see what would win, the blender or
the object.
| | 01:36 |
And as you can see, when this screenshot
was taken there were nearly four million
| | 01:40 |
views just of this video trying to blend
marbles.
| | 01:44 |
Blendtec has over one hundred videos on
YouTube, all in the millions of page views.
| | 01:52 |
The amount of money that they've invested
into products, into video is very minimal.
| | 01:58 |
And then when you look and start adding up
all of the views all of the videos they
| | 02:02 |
had they are in their super bowl
advertising territory.
| | 02:07 |
You see they have been able to get a wider
array of visitors they are interested in
| | 02:12 |
their project.
And that respond favorably to the method
| | 02:17 |
with which they have chosen to communicate
that information.
| | 02:21 |
This is a perfect medium for Blendtec
because they're showing how powerful their
| | 02:25 |
product is, and you have to see it to
believe it.
| | 02:30 |
Now, one of the things that is integral
with YouTube is that Google owns YouTube.
| | 02:36 |
YouTube is the second most popular search
engine in the world.
| | 02:40 |
That means that Google is number one.
They own Youtube, which is number two, and
| | 02:44 |
Yahoo is number three.
But because Google owns Youtube, some
| | 02:49 |
interesting things happen in the search
engine results.
| | 02:53 |
If you ever do a search on how to, fill in
the blank, how to fillet a catfish, how to
| | 02:58 |
bake a cake, how to make cookies, how to
design an office.
| | 03:04 |
Chances are you'll find a video.
Because people respond and watch videos
| | 03:09 |
more than they will read an article.
And so as a result Google has enabled
| | 03:15 |
YouTube videos to go right to the top
you'll notice that the first three results
| | 03:19 |
for this query are videos from YouTube.
The fourth result is a video from instructables.com.
| | 03:28 |
Now what I find is interesting is that
this is a company that makes fishing lures.
| | 03:33 |
and they started a whole new series of
videos on how to catch fish ,how to find
| | 03:38 |
fish how to prepare fish for cooking.
And also how to choose the right the lures.
| | 03:45 |
So of course its in their best interest to
teach people how to fish, how to cook fish
| | 03:50 |
and how to enjoy the fishing lifestyle.
You go to their website and they integrate
| | 03:56 |
video throughout their website.
And so what we see is a powerful
| | 04:01 |
integration between YouTube and Google.
Which enables you when you have a product
| | 04:06 |
or a content that is highly visual.
To allow people to see it to believe it
| | 04:11 |
and they can integrate with it but what I
love about YouTube is that it's portable.
| | 04:18 |
You see, I can produce a video and put it
on YouTube.
| | 04:21 |
Someone else can grab a little snippet of
code and they can take that code and put
| | 04:26 |
my video on their blog, on their Facebook
page.
| | 04:30 |
They can tweet out the link or put it on
their website.
| | 04:34 |
They can put that code wherever they want.
They can publish it on any site that they have.
| | 04:39 |
But ultimately that video is pointing
people back to me.
| | 04:43 |
YouTube and Facebook are highly integrated
as well, 500 years of YouTube video is
| | 04:49 |
watched every day on Facebook.
People are posting YouTube videos on their
| | 04:55 |
Facebook pages.
And again, it points them back to you.
| | 05:00 |
So if you want to extend the reach of your
marketing, look at how you can use video
| | 05:04 |
as a means of a primary way of reaching
people, and drawing them back to you.
| | 05:12 |
And at the same time, influencing search
rankings.
| | 05:15 |
So that you can draw people through
YouTube were as it might be more difficult
| | 05:20 |
to get a first page ranking with your
website.
| | 05:24 |
You might be able to get a video on a
first page ranking through YouTube.
| | 05:30 |
And through that extend your search
marketing Video marketing, and even your
| | 05:34 |
blog marketing, to a new level.
| | 05:38 |
| | Collapse this transcript |
|
|
4. The Four Parts of a Successful Online Marketing Strategy: Social SharingSecond-tier channels: Facebook| 00:02 |
Now we're going to switch gears and we're
going to go into the second tier mediums
| | 00:06 |
starting with Facebook.
So when we're building an integrated
| | 00:10 |
online marketing plan we need to
understand how people use Facebook.
| | 00:16 |
And how they integrate with the
communications that come from Facebook.
| | 00:21 |
Because as we've learned, people will
interpret information differently based on
| | 00:25 |
how they receive it.
The first thing we need to understand
| | 00:30 |
about Facebook is that it's become a part
of daily life.
| | 00:34 |
When Facebook is stacked up against
eating, working, watching TV, and other
| | 00:38 |
daily activities.
We have to understand that Facebook is not
| | 00:43 |
just a once in a while activity.
It's something that people are constantly doing.
| | 00:49 |
And so, as a result advertising on
Facebook suffers greatly.
| | 00:55 |
You see if someone is running a banner
campaign on Facebook.
| | 01:00 |
People are going to see those banners all
day long.
| | 01:04 |
And as a result, the life cycle of a
banner ad on Facebook is only about 18 hours.
| | 01:10 |
Because people are on Facebook so much,
they see the ad so much, and they ignore
| | 01:15 |
it within hours after seeing it.
So Facebook is utilized as a part of the
| | 01:22 |
daily life of many people here in the
United States and around the world.
| | 01:28 |
When people are using Facebook, they're
using it for three primary reasons.
| | 01:33 |
Number one is that they want to connect
with other people.
| | 01:36 |
Friends, family, extended friends,
reconnecting with people they went to
| | 01:41 |
school with.
There's so many jokes about connecting
| | 01:46 |
with people that you were never friends
with in high school.
| | 01:49 |
But yet now on Facebook, you can see
everyone's life that's out there.
| | 01:53 |
And the thing is, we're not just
connecting with people.
| | 01:58 |
We're seeing who they want to be seen as.
Meaning that Facebook is a vehicle for us
| | 02:04 |
to express who we want the world to know
that we are.
| | 02:09 |
And so our updates, our images, our
pictures tells the world who we are.
| | 02:16 |
And we are the filter of what everyone
knows about us.
| | 02:20 |
And so if you want to be known as someone
who is all about your children.
| | 02:25 |
All you update is pictures of your kids,
comments about your kids, and information
| | 02:30 |
that is focused all about them.
And that's how you will express yourself,
| | 02:35 |
and that's how people will understand the
information that's coming from you.
| | 02:40 |
And so we have the first item of
connection.
| | 02:42 |
People want to connect with each other.
The second part is people want to express themselves.
| | 02:48 |
The third part is diversion,
entertainment.
| | 02:53 |
One of the biggest reasons people go on
Facebook, is to play games.
| | 02:57 |
If that hasn't come across your feed of
what your friends are doing and the
| | 03:01 |
constant gaming that's going on, well
that's good for you.
| | 03:06 |
Because the majority of the people on
Facebook are using it to play games and
| | 03:10 |
interact with other people playing games
as well.
| | 03:14 |
Now, something that's interesting, when
people are liking a brand or becoming a
| | 03:21 |
fan of a brand.
The majority of people do not believe that
| | 03:26 |
if friend you or I follow your brand, that
that gives you the right to market to me.
| | 03:32 |
70% of Facebook users said that because
they are a fan of a specific brand, they
| | 03:37 |
do not expect to be contacted with any
marketing from that brand.
| | 03:44 |
In human terms, they like you, they just
don't want to be seen holding hands with you.
| | 03:49 |
They like the brand.
But that doesn't mean that they are a true
| | 03:53 |
advocate of the brand.
It means that they want everyone to know,
| | 03:57 |
I like this brand.
I've used it.
| | 04:00 |
I'll follow it.
I'll buy it once in a while.
| | 04:02 |
But please don't market to me.
And so, it's a one way street that we see
| | 04:07 |
on Facebook when it comes to user intent
In dealing with brands.
| | 04:13 |
The other side of being a brand on
Facebook is understanding the terms of
| | 04:18 |
service that are in Facebook.
You see, Facebook right away says you own
| | 04:24 |
all of the content and information you
share.
| | 04:27 |
However, for content that's covered by
intellectual property rights, like photos,
| | 04:33 |
and videos.
You give Facebook non-exclusive,
| | 04:37 |
transferable, sub-licensable,
royalty-free, worldwide license to use any
| | 04:42 |
intellectual property that you post on or
in connection with Facebook.
| | 04:48 |
Now for a large company your legal
department may have a problem with this.
| | 04:52 |
But not just his one, it goes a step
further by saying that when you publish
| | 04:56 |
this information through a public profile.
You allow everyone including people who do
| | 05:01 |
not have a Facebook account to access and
use that information and associate it with
| | 05:05 |
you or your company.
And so you technically don't own the information.
| | 05:13 |
Anything you post to Facebook, you are
giving it away to the world to do with it
| | 05:17 |
as they will.
Even if it is your intellectual property.
| | 05:22 |
It becomes the property of Facebook and
the property of everybody who uses
| | 05:26 |
Facebook and beyond.
And so, from a legal standpoint, please
| | 05:31 |
understand that Facebook could change it's
terms of service.
| | 05:35 |
It can change its design, its look.
It can start charging businesses tomorrow.
| | 05:39 |
And there's nothing you can do about it.
This is why I classify it as a second tier medium.
| | 05:44 |
Because all the content that you post, all
the effort that you put into it could be
| | 05:48 |
turned around tomorrow, and not exist.
Or you could be charged to access what you
| | 05:53 |
believe is your own information.
And Facebook is very clear, by saying.
| | 05:58 |
Once you post it, it's our information.
Now, the key with Facebook is conversation.
| | 06:04 |
It's not a one way communication medium.
People do not expect to be sold to by
| | 06:09 |
businesses, it's just the opposite.
They want to tell businesses what they think.
| | 06:15 |
How they feel.
What they like.
| | 06:16 |
What they don't like.
If they're having problems reaching you on
| | 06:20 |
your 1-800 customer service line, they're
going to use Facebook.
| | 06:24 |
And so, many companies allow their users
to take over.
| | 06:29 |
Volkswagen is one of these.
If you go the Volkswagen Facebook page, it
| | 06:34 |
is all user generated content.
People uploading pictures of their cars,
| | 06:39 |
what they've done to their cars,
modifications of cars.
| | 06:42 |
Old cars and it has taken over the page.
Volkswagen makes announcements, but the
| | 06:48 |
fans have taken over and they tell
Volkswagen what they like and what they
| | 06:52 |
don't like.
And it's really become a playground for
| | 06:56 |
people who love Volkswagens.
So when it comes to Facebook and how to
| | 07:01 |
approach Facebook marketing, the first
thing that is important is conversation.
| | 07:07 |
You see when you are just giving away
coupons or when you are announcing things,
| | 07:11 |
people don't listen.
When you ask someone what do they think
| | 07:15 |
about it or what has their experience
been.
| | 07:19 |
Or why don't you upload pictures to our
Facebook page of your vacation or your
| | 07:23 |
favorite vacation spot.
You see when you invite conversion, that
| | 07:29 |
creates effective communication to
customers on Facebook.
| | 07:33 |
The more you converse with them, ask their
opinions, ask their interactions then they
| | 07:38 |
will share with you and you will create
more and more social interaction.
| | 07:44 |
Just presenting or delivering information
or using Facebook as a vehicle to announce
| | 07:49 |
information or present coupons.
It's not really going to work.
| | 07:55 |
People want to have a conversation.
And so by asking for people to contribute
| | 08:00 |
is the main way that you will get that
interaction.
| | 08:06 |
Now one of the best ways that you can
develop that interaction is by focusing on
| | 08:09 |
targeted consumer segments.
And that is, instead of trying to be broad
| | 08:14 |
and everything to everyone and trying to
attract people.
| | 08:19 |
Look at who your best customer segment is,
that may be already interacting with you,
| | 08:24 |
and give them more of what they want.
And finally, what works great on Facebook
| | 08:31 |
is stories.
Asking people for their stories that will
| | 08:34 |
contribute to the overall conversation
that your brand wants to have with your
| | 08:39 |
target audience.
Because the more your audience shares
| | 08:44 |
their stories.
That's what your audience is interested in.
| | 08:49 |
Other people's stories, getting a window
into each other's life.
| | 08:53 |
And having that connection and
self-expression that they can all have.
| | 08:57 |
| | Collapse this transcript |
| Second-tier channels: Twitter| 00:02 |
Moving on through our next tier of
mediums, we have to deal with Twitter.
| | 00:06 |
Twitter, as you know is an instant
information device.
| | 00:11 |
Twitter offers people access to
celebrities, to news and to brands.
| | 00:16 |
Those are the top three reasons people say
they use Twitter because they want to know
| | 00:21 |
what's happening and be the first to know
it.
| | 00:26 |
They want to hear what celebrities are
doing, they want to know what's going on
| | 00:30 |
in the world and they also want to have a
direct access to their favorite brands.
| | 00:35 |
They want to know what those brands are
doing.
| | 00:38 |
And how they can assist them, give
opinions and find out more about what's
| | 00:42 |
going on.
You see when people follow brands, they
| | 00:46 |
have a number of specific reasons of why
they want to interact with specific brands.
| | 00:53 |
The first is that they want to give
feedback, they want to let that brand know
| | 00:58 |
about their new add campaign or products
or ideas that could help them maybe reach
| | 01:02 |
their customers more effectively.
In exchange, people on Twitter are
| | 01:08 |
typically looking for insight or
information, or some freebies or discounts
| | 01:12 |
in exchange for the feedback and ideas
that they are giving.
| | 01:17 |
You see, a lot of times, what brands are
trying to produce is a form of brand advocacy.
| | 01:23 |
Getting people to recommend their products
and services on Twitter to other Twitter users.
| | 01:28 |
You see, people on Twitter are typically
early technology adopters.
| | 01:33 |
If a brand can get a number of people on
Twitter, endorsing them and advocating for
| | 01:38 |
them, the idea is that they will influence
other people on twitter and that will
| | 01:43 |
enable that brand to sell more product or
be proceed to be much more relevant.
| | 01:51 |
This is the result of an exact target
survey as to why people are online using
| | 01:55 |
Twitter and why they are following brands.
And what we see is that people on Twitter
| | 02:02 |
want to interact with brands by giving
information and receiving information.
| | 02:08 |
One of the ways that Twitter has enabled
companies to utilize this instant
| | 02:13 |
communication method is through the
dissemination of news articles on an
| | 02:17 |
instantaneous basis.
In this case, a financial news company was
| | 02:23 |
looking at the daily trends on Google.
And what they saw was the company Dresser
| | 02:29 |
Incorporated was poised for a takeover by
GE.
| | 02:33 |
Looking at the trend, the news hit the
wire just before 6 am in the morning.
| | 02:40 |
So, this financial news company put an
announcement out on Twitter.
| | 02:44 |
They included a link to their article on
their blog.
| | 02:48 |
They included the name of the company that
it was being taken over by GE and they
| | 02:53 |
continued to push this out via Twitter.
Now, they also have a number of Twitter
| | 03:00 |
followers, which enable them to push their
message beyond just who's following them.
| | 03:06 |
The people that follow them and receive
the message can retweet it to all of their followers.
| | 03:13 |
And so, it was a cascade effect that, once
this company put out the information,
| | 03:16 |
their followers kept retweeting it and
putting it out as well.
| | 03:21 |
You see, as a result, when people made a
search for that company name.
| | 03:28 |
The blog article from this company showed
up on the first page of search results for
| | 03:33 |
Dresser Incorporated right underneath the
Dresser Incorporated website.
| | 03:41 |
And see the value here is that the instant
dissemination of information, with the
| | 03:46 |
link pointing people to the blog article
enabled the search engines to realize that
| | 03:51 |
something was happening.
It tripped a trigger, a certain threshold,
| | 03:58 |
than enabled first of all a news article
to make the first page of google.
| | 04:04 |
But second of all the chatter on Twitter
directing people to this article made it
| | 04:08 |
critical for links to be established to
this article.
| | 04:13 |
And then also this company was able to
receive hundreds of new visitors that they
| | 04:18 |
would have never received before.
All because they had their ear to the
| | 04:24 |
ground, they knew exactly what was coming.
And they utilize Twitter as an immediate
| | 04:30 |
method of disseminating information to
their followers.
| | 04:34 |
That is the strength of Twitter, is the
immediacy of sending information out and
| | 04:39 |
it could quickly cover the world, and it
can quickly cover your market of people
| | 04:44 |
that are listening, following, and then
re-tweeting that information.
| | 04:52 |
You see it's a two part transmission
process you've got the sender and you've
| | 04:57 |
got the receiver and you can assign
content by using certain techniques.
| | 05:03 |
The receivers are typically followers of
the sender and you can also hash tag so
| | 05:08 |
hash tagged in the Twitter announcement by
this publisher was hash tag GE, and hash
| | 05:14 |
tag dresser incorporated.
That identified the companies, the
| | 05:20 |
subjects of the tweet and of the article.
So, people who went to follow a particular
| | 05:26 |
subject can set up a filter to only
receive information or tweets that have
| | 05:30 |
this hash tag, so that they can only see
the information about that particular subject.
| | 05:38 |
Now, the only hesitation to all of this,
is we need to make sure that Twitter is
| | 05:42 |
turned on and people are paying attention
to it.
| | 05:47 |
You see, Twitter not only has to be turned
on and running in your view, but if you
| | 05:51 |
want to be part of the immediate
conversation, you have to be constantly
| | 05:54 |
watching what's going on, on twitter.
And so, you will touch a group of people
| | 06:01 |
on Twitter.
It will continue to grow and it has that
| | 06:05 |
immediate sense.
However, Twitter is an application that
| | 06:09 |
needs to be on, and running in the
foreground in order for it to reach
| | 06:13 |
everyone that you want it to reach.
So, the strengths of Twitter is its immediacy.
| | 06:20 |
It's real time.
And so, if you have a product or
| | 06:23 |
information that is time sensitive, it's
perfect for Twitter.
| | 06:28 |
This is why news organizations use Twitter
so much, is because of that time sensitive
| | 06:33 |
facility that twitter has.
You can also utilize follower networks.
| | 06:39 |
Once you announce something to enough
people, they may have an interest in it,
| | 06:43 |
that they re-tweet it to all of their
networks.
| | 06:47 |
Like I said, Twitter is a bunch of early
adopters, and so you can make contact with
| | 06:51 |
those early adopters and enable them to
promote your brand and advocate for what
| | 06:55 |
you have.
If you want to do promotions this is a
| | 07:00 |
great way to have a fast promotion and
find out the extent of the network or the
| | 07:04 |
influence that you as a company have
through doing a promotion.
| | 07:10 |
Ultimately, like I said the strength of
Twitter is in speed.
| | 07:14 |
If you want fast word of mouth Twitter is
a way to make that happen especially if
| | 07:19 |
its a news item of real time relevance.
| | 07:23 |
| | Collapse this transcript |
| Second-tier channels: Discussion forums| 00:02 |
Moving on through additional media through
which you can promote your company and
| | 00:06 |
utilize social media to focus on finding
the right marketing niche.
| | 00:11 |
Let's look at discussion forums see
discussion forums are a great way of
| | 00:16 |
finding niche content.
And people that love that niche content.
| | 00:22 |
You can find a discussion forum about just
about anything.
| | 00:26 |
You can find people that love Chevy cars.
And not just Chevy cars, you can find
| | 00:32 |
forums about specific models of cars,
dogs, search engine technology, music,
| | 00:36 |
horses, and really, shaving.
I'm amazed at the amount of forms that are
| | 00:43 |
out there, and the amount of information
that people are drawn to for a specific
| | 00:48 |
hobby or interest.
Just to give you an idea of what's going
| | 00:53 |
on here.
This is a Badger & Blade, the shaving
| | 00:57 |
discussion forum.
And so when looking at this forum, the
| | 01:01 |
first box tells you the stats.
How many people are using this forum?
| | 01:07 |
There are over 30,000 members having over
150,000 discussions.
| | 01:13 |
And in the next box, it'll show you that
when this screenshot was taken, that there
| | 01:18 |
were over 470 people on the forum at that
time.
| | 01:23 |
203 of those 473 people were members,
registered members.
| | 01:30 |
However, there were more guests then there
were members.
| | 01:34 |
So, even though it will say that there are
30,000 members you can bet that there are
| | 01:39 |
more people then 30,000 on the site.
Because when this screen shot was taken
| | 01:45 |
there were more guests than there were
members.
| | 01:48 |
You see, people can view the information
on a discussion forum.
| | 01:53 |
They can read the conversations that are
taking place without being a member.
| | 01:57 |
Most forums are wide open and in fact most
people will find a forum, if they are
| | 02:02 |
searching for something that's very
particular.
| | 02:07 |
And very specific to a hobby, or an
interest, we call those people lurkers.
| | 02:13 |
Because those are people that lurk in the
forum looking for information.
| | 02:17 |
And maybe they come back frequently
reading the discussions that are taking
| | 02:21 |
lace, finding more information.
And rarely taking part in the discussion.
| | 02:27 |
Because you would have to register on the
forum, in order to be a part of the discussion.
| | 02:33 |
As a result, a lot of recommendations take
place on discussion forums.
| | 02:39 |
On one forum where I'm a member, we talk
about cars and car parts, and, how to, fix
| | 02:43 |
certain things that are going on in the
cars.
| | 02:47 |
And, the recommendations that take place,
are on almost every discussion.
| | 02:53 |
On where someone bought a specific part,
where a resource might be, where an
| | 02:57 |
instructional video can be found, people
love to help people.
| | 03:02 |
And that's what discussion forums are all
about.
| | 03:05 |
Usually they're run by someone who has a
passion for the subject and they built the
| | 03:09 |
forum years ago, or, maybe just recently.
And they attract other like minded people
| | 03:15 |
that want to know more and are also want
to help others in their passion for this
| | 03:19 |
hobby or this interest.
And as a result, you've got thousands of
| | 03:25 |
people with the same interests that want
to help each other.
| | 03:30 |
And so as a business, this is a treasure
trove of knowledge.
| | 03:33 |
You can learn what people like, what they
don't like, the information that they
| | 03:37 |
direct people to, and the discussion that
goes on within your market.
| | 03:43 |
And so, when we talk about discussion
forums, there is a significant amount of
| | 03:47 |
people online that use discussion forums.
At least 35% of online users are members
| | 03:53 |
of at least one forum and actively post to
those forums.
| | 03:58 |
And when you find a forum of information
that you are passionate about it is a high
| | 04:04 |
value resource, one that you will return
to often.
| | 04:10 |
But also it becomes a resource for people
who don;t want to register or be part of a
| | 04:14 |
conversation, but just see the information
that's there.
| | 04:20 |
Now expert status on forums is not based
on really what you have accomplished or
| | 04:25 |
your resume.
Expert status is usually assigned based on
| | 04:30 |
how many discussions your apart of and how
much you contribute.
| | 04:34 |
And the more you contribute, the higher
your status goes.
| | 04:38 |
And so expert status isn't usually based
on so much your knowledge level, but it's
| | 04:44 |
based on your helpfulness.
It's based on how much you post and help
| | 04:49 |
others and how active you are in the
forum.
| | 04:53 |
Ultimately, all of this information, all
of these postings, all of these outgoing
| | 04:57 |
links to resources assist with
search-engine visibility.
| | 05:02 |
Which is one of the reasons discussion
forums do so well in search engines.
| | 05:08 |
And why they attract so many visitors and
lurkers, because its a source of
| | 05:13 |
information especially for targeted search
phrases.
| | 05:18 |
That are hard to find in many other
places.
| | 05:21 |
Maybe other people aren't talking about
them.
| | 05:24 |
But discussion forums are great places to
learn about your users, what they're
| | 05:28 |
doing, and maybe integrate with them.
If you do decide as a business to use
| | 05:34 |
discussion forums as a way to interact
with people, read the rules.
| | 05:39 |
Because there are always rules posted for
how brands can interact online.
| | 05:46 |
Some of those rules are very strict, some
are very lenient.
| | 05:49 |
But ultimately what they all have in
common Is that you are not allowed as a
| | 05:53 |
company or as a brand to come in and
actively market yourself.
| | 05:59 |
If you come in as a resource and provide
helpful guidance and maybe do a little bit
| | 06:04 |
of customer service, that might be
welcome.
| | 06:08 |
But ultimately, as a brand they want you
to take a backseat and participate where needed.
| | 06:16 |
So as a brand, discussion forums are open
for you to learn.
| | 06:20 |
But read the rules when it comes to how
they want you to interact and work with
| | 06:24 |
the other people and discussions happening
online.
| | 06:29 |
| | Collapse this transcript |
| Second-tier channels: LinkedIn| 00:00 |
LinkedIn is one of the more powerful ways
to reach a business-to-business audience.
| | 00:08 |
LinkedIn is one of the largest
professional networks around the world
| | 00:11 |
where you can connect with other
professionals.
| | 00:15 |
Learn about their markets and also
maintain literally an online rolodex of
| | 00:19 |
professionals within your market or even
expand it beyond.
| | 00:23 |
You see LinkedIn has become more than just
a membership site.
| | 00:28 |
There is headlines, news, discussions,
questions and also the ability to connect
| | 00:34 |
with people with in your market.
Or also to follow up with people you may
| | 00:40 |
have met at seminars, travelling,
meetings.
| | 00:44 |
It's a great way to develop a professional
profile online and enable that profile to
| | 00:50 |
be searched by other people based on their
needs.
| | 00:55 |
And so LinkedIn provides a great way of
presenting to the world your professional profile.
| | 01:03 |
You can also deliver more information in
what I consider a much more professional
| | 01:08 |
context than Facebook.
Instead of using Facebook as your
| | 01:13 |
professional face, you can use LinkedIn.
And so you can also provide updates,
| | 01:19 |
include photos.
Include a tweet, include a blog post, that
| | 01:23 |
will help your network of people that
follow you, or have connected with you on LinkedIn.
| | 01:30 |
To know what you're doing, for myself I
use this to update with a lot of speaking
| | 01:34 |
engagements or articles that are recently
published.
| | 01:39 |
That helps me stay in touch with my
connections on LinkedIn, but also
| | 01:43 |
establishes what I do from a professional
standpoint.
| | 01:48 |
Now if you want to reach specific people
on LinkedIn I have found that this is one
| | 01:53 |
of the best ways to reach a professional,
targeted audience.
| | 01:59 |
You can build an ad on LinkedIn and start
with, well, about 150 million LinkedIn members.
| | 02:09 |
And then as you target the ads to who you
want to reach, it will immediately start
| | 02:13 |
paring down the amount of members that are
eligible to receive your advertising.
| | 02:20 |
So you can select based on location, based
on the type of company either by name or
| | 02:25 |
by category.
You can target your ad to people with
| | 02:31 |
specific job titles or that went to a
specific school.
| | 02:35 |
Maybe skills, ages, you can even break it
down by what type of industry and how
| | 02:40 |
large the company is.
You see, you can also look specifically at
| | 02:46 |
job functions and then also by title.
This enables you to drill down to a
| | 02:52 |
specific group of people and make sure
your ad gets in front of them.
| | 02:58 |
This is why LinkedIn is used by
headhunters and recruiters, because the
| | 03:03 |
ability to find eligible people within a
certain industry is indispensable when it
| | 03:08 |
comes to LinkedIn.
This is where the professionals are and so
| | 03:13 |
when we looked at the power of LinkedIn
it's amazing when you look at the numbers.
| | 03:19 |
There are over 160 million members on
LinkedIn, covering over 200 countries.
| | 03:27 |
On linkedin, there were over 4.2 billion
searches, most of those searches are by name.
| | 03:34 |
Or, they may have been by the type of
person they're looking for, maybe a job title.
| | 03:45 |
For other professionals on linked in
nearly a quarter of the members access
| | 03:51 |
LinkedIn information on their mobile
device.
| | 03:57 |
And this is because of the worldwide
coverage and the amount that mobile is
| | 04:01 |
used as the primary device, but especially
in business.
| | 04:06 |
Also, LinkedIn has the most affluent
membership of any social network online.
| | 04:11 |
And that's because LinkedIn is all about
professionals connecting with other professionals.
| | 04:16 |
It's a highly affluent membership because
these are all people with employment
| | 04:21 |
either looking to increase their
employment capabilities, or increase business.
| | 04:28 |
And so you have a very affluent membership
in LinkedIn.
| | 04:32 |
And the best ways to use LinkedIn, is when
it's primarily a business to business context.
| | 04:37 |
When you're trying to develop a network of
other like minded people, or reach people
| | 04:41 |
that could be your target audience, for a
business to business relationship.
| | 04:47 |
You can highly target who you want to
reach through ads as well as through the search.
| | 04:54 |
You can develop networks within your
connections so that you can have a
| | 04:58 |
professional network of peers.
A professional network of targets that,
| | 05:04 |
could use your services.
An then you can also, work with people and
| | 05:09 |
look at them by title, region, company, or
even experience.
| | 05:17 |
Now, couple of ways that you can engage
people.
| | 05:19 |
You can use relevant communications
through groups and discussions.
| | 05:23 |
LinkedIn enables professionals to come
together an have, communications through
| | 05:28 |
groups or discussions.
You can join a group that is an industry
| | 05:33 |
group and people ask questions back and
forth.
| | 05:37 |
And you can contribute in those or you can
start your own discussion whether its
| | 05:43 |
providing information or helpful
resources.
| | 05:47 |
But also when it comes to promoting your
own profile on LinkedIn.
| | 05:52 |
You can integrate PowerPoints that you
have developed and provided, you can also
| | 05:57 |
upload videos of your company or yourself.
You can put your schedule of where you'll
| | 06:03 |
be, if you are travelling or speaking, or
also publishing.
| | 06:07 |
And you can integrate your blog and other
communications as well, that will enhance
| | 06:12 |
your profile.
And make it more searchable for other
| | 06:16 |
people that are looking either for you
specifically or a resource in your industry.
| | 06:22 |
| | Collapse this transcript |
| Third-tier channels: Pinterest| 00:02 |
Now of course, when we're talking about
these social media mediums and ways to
| | 00:06 |
reach people.
We have to include one of the latest
| | 00:10 |
social media sites that is taking over.
This of course is Pinterest.
| | 00:17 |
Now if you're not familiar with Pinterest,
it's a place where people can go and
| | 00:21 |
create collections of pictures.
What I like about Pinterest, is that it
| | 00:26 |
actually mimics people's normal behavior.
You see a lot of people, when they receive
| | 00:33 |
a magazine or a catalog.
They will tear out pages, or they will
| | 00:37 |
clip images of things that they like and
they want to create a pin board of ideas.
| | 00:44 |
Well that's what Pinterest really is, it
allows you to create a digital pin board
| | 00:50 |
of ideas, of pictures, of things that you
want to collect or create.
| | 00:56 |
And so one of the ways that people do this
is that you can see a pinned page of Cabo
| | 01:01 |
San Lucas.
One of the things that I noticed
| | 01:05 |
immediately about all of the people that
pin pictures or that repin it to their favorites.
| | 01:12 |
Is that there are two kinds of people that
are painting pictures of Cabo San Lucas.
| | 01:18 |
There are people that have been there
favorite places and there are people that
| | 01:23 |
want to go there.
So for people, especially travel agents,
| | 01:28 |
this is a great way to find out what do
people love, what pictures do they tend to
| | 01:32 |
pin and who wants to go.
Because it's a great way of reaching out
| | 01:37 |
and showing that you've been there, you've
got the expertise and that you can provide
| | 01:41 |
specific information about that type of
vacation.
| | 01:47 |
One of the Pinterest groups that I really
enjoy are Volkswagen Beetles.
| | 01:51 |
It's one of my favorite hobbies, and
always had an interest in these things.
| | 01:56 |
But, there are many different ways that
you can organize it.
| | 01:59 |
You can pin ideas for restoration
concepts.
| | 02:03 |
You can pin ideas for, as you can see,
furniture concepts, made out of Volkswagen
| | 02:08 |
Beetles, or buses.
And so it's a way of organizing and
| | 02:12 |
collecting, many different ideas.
And one of the ways that people have been
| | 02:18 |
able to, develop this and even go on, in
far as, making money, from Pinterest.
| | 02:25 |
Is by publishing ideas, recipes,
collections, that people can find.
| | 02:31 |
But then you can leverage that to bring
people back to your website or to a book
| | 02:35 |
or something that you have published.
And that's primarily the way that people
| | 02:42 |
are making money with Pintrest is by
showing their expertise in a highly niched
| | 02:47 |
focused area.
Whether it's cooking, recipes, activities
| | 02:52 |
or hobbies by presenting information that
makes it easy for people to adopt to repin
| | 02:58 |
on their board.
And then to explore beyond just repinning,
| | 03:03 |
but to explore who pinned this, where did
it come from and how do I find out more?
| | 03:10 |
The key to Pinterest is creating highly
visual and organizational images.
| | 03:18 |
That means publishing from your blog or
from your web site.
| | 03:24 |
Images directly to your board on
Pinterest.
| | 03:28 |
And the more targeted and efficient those
lists are the more other people will find
| | 03:34 |
them and then the more of your images they
will repin to their board.
| | 03:40 |
Now, it does take some work to follow
where that image came from to eventually
| | 03:45 |
them finding your website or your blog or
your business.
| | 03:49 |
But the more you create lists that people
can use as ideas, that people can
| | 03:54 |
republish on their own Pinterest, site, or
maybe even to their own blog.
| | 04:00 |
And give you the credit for that image.
It allows you to discover the motivations
| | 04:05 |
people have.
What do they want to do with these images?
| | 04:10 |
Do they want to go to a vacation
destination?
| | 04:12 |
Do they want to create some of the recipes
that you're pinning?
| | 04:16 |
Do they like this hobby and want to do
more?
| | 04:20 |
It allows you to discover those motivation
and find those niche networks that are out there.
| | 04:26 |
And extend your reach into those areas so
that people who may not know that you
| | 04:30 |
exist otherwise will find you.
And find your product, or find what it is
| | 04:35 |
that you are offering to that specific
network.
| | 04:40 |
Ideally though you' re developing images
for the other peoples to use.
| | 04:45 |
And the more images and the more extensive
you create an image catalog for a highly
| | 04:50 |
targeted audience the more other people
will discover you and find your business
| | 04:58 |
| | Collapse this transcript |
| Planning for changing channels| 00:02 | We've covered a multitude of social
media networks, and hopefully you've been
| | 00:06 | able to see you in those brief overviews
how you have to communicate differently
| | 00:11 | in each network in order to speak the
language of the users that are on that
| | 00:18 | social media network.
| | 00:20 | You see, you can't speak the same
language or send the same message across all
| | 00:25 | forms of social media and expect it
to be accepted by those people that are
| | 00:31 | finding that information.
| | 00:32 | As a result, we always have
to be prepared for change.
| | 00:38 | You see, social media is in
a constant state of change.
| | 00:43 | Things that two years ago people said
you need to watch out for because it's the
| | 00:47 | latest, it's the greatest, and it's
growing in popularity, they've already
| | 00:52 | fallen out of popularity.
| | 00:53 | You see, at one time Facebook was the
new player, Twitter was the new player,
| | 00:58 | and if we just look at all the
different social media channels that have come
| | 01:04 | and gone just over the past five or
six or seven years, there's maybe many of
| | 01:09 | them that you've never even heard of.
| | 01:11 | Maybe some of these are very familiar.
| | 01:14 | Some of them have been purchased and repurposed.
| | 01:17 | Some of them have just gone away.
| | 01:20 | But the idea is that things will always change.
| | 01:24 | And so you've got to understand that
when you align your marketing message,
| | 01:30 | when you know who you are, you have
that story to tell, and you understand what
| | 01:38 | what you have as assets and resources
within your organization that allows you
| | 01:43 | to communicate your marketing message
effectively, it won't matter what social
| | 01:48 | media is, because you'll know who you
are, with a clear narrative, and you'll
| | 01:54 | have a clear marketing message that,
despite what tools are available, you'll
| | 01:58 | understand how to evaluate each media on its
own merits and how you can make it work for you.
| | 02:05 | The key is in not changing your
message to accommodate specific media.
| | 02:13 | It is changing the media
to accommodate your message.
| | 02:18 | Don't become all things to all people.
| | 02:20 | Realize that some social media will be
much more effective in allowing you to
| | 02:25 | communicate your message than others,
and so use it to your advantage.
| | 02:32 | You can use things to your
advantage by change-proofing your marketing.
| | 02:36 | Like I said, the tools are always
going to change, but when you're
| | 02:40 | strategy-focused, you understand your
narrative, you have a clear message, and
| | 02:46 | you know who your audience is, that
means you're strategy-focused from top down.
| | 02:51 | Your message is clear your audience is
known, and you don't the research and you
| | 02:56 | know how they will respond
to the message that you have.
| | 03:00 | Too many times businesses become tactic-focused.
| | 03:04 | That means they're focused
on the social media network.
| | 03:07 | They're focused on the tools.
| | 03:08 | They're focused on networks and what
goes on, and they change their message, and
| | 03:13 | they change their narrative, and they
try to be all things to all people people
| | 03:19 | in focusing on, well, this month
Pinterest is most popular so let's add a lot of
| | 03:24 | pictures to Pinterest, well, this
month blogs are important, well, this month
| | 03:28 | we're going to focus on this.
| | 03:30 | And when you focus more on tactics
and tools you forget the strategy.
| | 03:36 | Strategy will always
determine how you will use the tools.
| | 03:41 | When you are focused on
tools you neglect strategy.
| | 03:46 | Let's focus on strategy, and that is
done by building your reliable brand
| | 03:51 | narrative, things that will not change,
because it's a consistent message.
| | 03:55 | It focuses on delivering a clear message.
| | 03:59 | It doesn't focus on the individual channel.
| | 04:02 | As I said, the tools will always change,
but you're most effective when your
| | 04:05 | message does not change and it focuses on
the media that allow your message to be clear.
| | 04:12 | Speak to your audience where they are.
| | 04:17 | You see, when you have a clear strategy
tactics will always be clear, and they
| | 04:22 | will follow a clear strategy.
| | 04:25 | When you have a planned
strategy tactics just fall into place.
| | 04:30 | Tactics are executed.
| | 04:32 | They can be measured, and they are
supporting elements of the year strategy.
| | 04:37 | A tactic by itself is not an
independent campaign that will create success for
| | 04:42 | your business in online marketing.
| | 04:44 | A clear strategy encompasses
multiple channels and determines how each
| | 04:50 | channel will be used, and then a
tactic is employed based on the strategy,
| | 04:59 | the overall strategy.
| | 05:00 | And the tactic is evaluated based
on, does it assist the strategy.
| | 05:06 | Don't chase the tactic,
don't chase the individual media;
| | 05:10 | create a strategy and plan it so that
you understand which media will be most
| | 05:16 | effective for each kind of message.
| | 05:19 | And how does that happen?
| | 05:21 | You have to plan a strategy, and
that's what we're going to cover in the
| | 05:25 | next section.
| | Collapse this transcript |
|
|
5. The Four Parts of a Successful Online Marketing Strategy: Planning for SuccessStating your measurement goals| 00:02 |
After we have established our narrative.
We are clear on our marketing message and
| | 00:06 |
we have initial understanding of the pros
and cons of using each of social media channel.
| | 00:13 |
Now let's take a step back and ask what is
the goal of our campaign?
| | 00:20 |
And ultimately, what is the goal of our
business?
| | 00:23 |
You see, in order to develop a successful
media campaign, or marketing campaign, you
| | 00:28 |
first have to understand, and state, your
marketing goal.
| | 00:33 |
If all you're trying to do is get
awareness, or increase your reach.
| | 00:38 |
Then the only thing you'll be tracking
that will enable that, are the
| | 00:42 |
impressions, and video views, and likes
and things like that.
| | 00:48 |
That will show that you've made some
visibility into people's eyesight.
| | 00:53 |
If you're looking for consideration, where
people are not only exposed to your brand
| | 00:57 |
but they're engaging with it.
Then you may want to look at some polls or
| | 01:02 |
installing a piece of software or an app.
Maybe some contests or time spent on sites
| | 01:08 |
interacting with certain features.
If you're looking for Favorability, then
| | 01:13 |
you want to look and see who's writing
about you on their blog.
| | 01:18 |
Any comments that are coming from those
articles and also how many people are
| | 01:22 |
sending your information to your friends
or beyond.
| | 01:26 |
Obviously Sales and Referrals are two of
the hard measurements that you can make
| | 01:31 |
that have a direct impact on your bottom
line.
| | 01:35 |
And for most businesses, that's what
you're measuring.
| | 01:39 |
The bottom line impact the revenue and
profitability of a marketing campaign that
| | 01:44 |
utilizes all of this digital media.
And especially the social media channels
| | 01:50 |
at are disposal.
What every business needs to do is, for
| | 01:55 |
themselves, look at what are the best
channels, right now for enabling clear
| | 02:00 |
communication to your visitors, and to
your market?
| | 02:06 |
An this chart may not be the same for your
business.
| | 02:11 |
It's not the same for every business.
You see, for every business you have to
| | 02:15 |
look an see, how people are interacting
with you already.
| | 02:19 |
Twitter can be a very high volume source
of visitors, but the relevancy and the
| | 02:23 |
return on the investment might be very
low.
| | 02:27 |
Again Facebook might be a great way to hit
high volumes of people.
| | 02:31 |
But if you are getting low volumes of
engagement, you might need to rethink your strategy.
| | 02:37 |
Linkedln may give you a low volume but a
very high degree of relevance and a very
| | 02:41 |
high return on the time and effort that
you put into it.
| | 02:46 |
Same thing with blogging it may give you
some high volume some great relevance And
| | 02:51 |
a good return on your investment right
there.
| | 02:54 |
But see this is a measurement that every
business has to do for themselves.
| | 02:59 |
It's not the same matrix for every single
busienss because there are so many
| | 03:03 |
differences in how each business
approaches the market.
| | 03:08 |
It's a difference of your message, a
difference of how you're using each channel.
| | 03:14 |
And so you need to evaluate how well you
are doing now, and what you can do in the future.
| | 03:20 |
And what the possibilities are for giving
you the best access to buyers within that channel.
| | 03:26 |
For example, IBM did an email campaign,
and this was a personal trainer email campaign.
| | 03:33 |
They had little bits of questions and
trivia, and as you answered them, it
| | 03:37 |
showed how strong you were in your
knowledge base.
| | 03:41 |
And if you needed some help, IBM would be
your personal trainer.
| | 03:46 |
And so this was sent out to IT
professionals all over the world, and for
| | 03:51 |
less than a $2,000 email campaign.
It provided validated leads worth $4.8
| | 03:58 |
million in additional sales.
You see, the goal of the campaign was to
| | 04:04 |
provide leads.
It wasn't just to lets see what this does,
| | 04:09 |
or we have to do an email campaign.
You see it was planned out and strategized
| | 04:15 |
specifically for the purpose of generating
leads.
| | 04:18 |
And so as a result, this campaign was
wildly successful.
| | 04:23 |
The return was fantastic, because it
fulfilled the goal of the campaign.
| | 04:28 |
Now in 2010, Pepsi did a social media
campaign, and in that social media
| | 04:32 |
campaign, they pulled back their Superbowl
advertising.
| | 04:38 |
And they focused primarily on Facebook and
Twitter in engaging people, building likes
| | 04:43 |
and votes for contests, and getting
followers on Twitter.
| | 04:49 |
They had over 80 million votes on their
contests.
| | 04:51 |
Over 3.5 million likes on their Facebook
and over 60,000 new Twitter followers as a result.
| | 04:59 |
However in the same time period, they lost
5% of market share which is estimated at
| | 05:04 |
around $500 million.
And they were behind Coke in that same
| | 05:09 |
time period.
So they were engaging more people through
| | 05:13 |
social channels, but at the exact same
time losing market share.
| | 05:19 |
So what were the goals of the campaign?
Were the goals to increase social media interaction?
| | 05:25 |
Or where the goal to increase sales?
And so you need to have a clear
| | 05:29 |
establishment of what it is that you want
to accomplish in order to measure things.
| | 05:35 |
And know what direction you are going as
you proceed through this campaign.
| | 05:41 |
So, let's look at Goals.
First, most people have as goals, sales,
| | 05:45 |
leads, subscriptions, ad clicks.
These are the things that put money in
| | 05:51 |
your business's pocket, or in your pocket.
Things that you can directly measure that
| | 05:57 |
are revenue based that's the first level
of goals.
| | 06:01 |
The second level of goals are reach,
visitors which the discussion that's
| | 06:05 |
taking place as a result of your efforts.
And these are the things that don't
| | 06:11 |
directly create revenue, they measure a
degree of integration or degree of visibility.
| | 06:18 |
But these things don't automatically put
money in your pocket.
| | 06:23 |
You can also measure views or likes or
followers, but the ultimate question that
| | 06:28 |
you need to ask yourself when you develop
a clear strategy.
| | 06:33 |
Is what will success look like, and how do
we measure it?
| | 06:36 |
once you've established that we can then
take the next step in working out a
| | 06:41 |
specific strategy to utilize the strengths
and channels that are best for your
| | 06:45 |
business
| | 06:48 |
| | Collapse this transcript |
| Researching the market: What do people want?| 00:02 |
Once we've established the goals we want
for the campaign and the goals that we
| | 00:05 |
want to accomplish as a business.
Then we have to take those goals and start
| | 00:10 |
researching our market, finding out where
people are and the information that they want.
| | 00:17 |
So step one is trying to figure out what
do people want to know.
| | 00:22 |
When they research our product or
business, what are they looking for and
| | 00:26 |
what words do they use?
You see, the more we understand what
| | 00:30 |
people are searching for, the more we
understand the different types of words of
| | 00:34 |
the new answers of the phrases that they
search with.
| | 00:39 |
The more we can understand their intent.
And then we can develop a content plan
| | 00:44 |
that will answer the questions that people
have.
| | 00:48 |
One of the first things we do when we want
to establish what people want is, this is
| | 00:52 |
where we go to our search engine
optimization team, or we develop some
| | 00:56 |
search engine optimization research.
You see, SEO provides an immediate insight
| | 01:03 |
as to what people are searching for.
And people search based on the information
| | 01:09 |
that they want.
And so ideally we start with keyword research.
| | 01:14 |
A keyword research allows us to get in and
see what words and phrases.
| | 01:18 |
People type into the search engines.
As you can see here, just looking at the
| | 01:23 |
word vacations, shows us the many
different ways as well as the many
| | 01:27 |
different destinations that are important
to people.
| | 01:32 |
Mexico, Hawaii, Florida, Vegas, Disney,
Orlando but then, those are destinations.
| | 01:39 |
We can also see different types of
vacations, such as family vacation, luxury
| | 01:44 |
vacation, cheap vacation, or cruise
vacation.
| | 01:49 |
And then we can also see different
regions, such as Italy, Caribbean.
| | 01:55 |
Those are three different ways that we can
organize these keywords, to get a sense of
| | 02:00 |
what people are looking for.
And so what we want to do is take these
| | 02:06 |
lists of keywords, find out what people
want, and look for patterns, look for how
| | 02:11 |
they build the search phrase, and look at
also the associations.
| | 02:17 |
So when they associate Orlando, are they
talking about Disney all the time, or are
| | 02:22 |
they talking about a conference, or what
else do they associate with Disney?
| | 02:28 |
When they talk about beaches, are they
talking about specific regions or places
| | 02:32 |
and what are the associate with beaches or
some of these destinations.
| | 02:37 |
And all this is to give you an idea of
what type of content you can put on your
| | 02:41 |
site and then be found for when people
search for more information.
| | 02:46 |
Another thing we like to do with the
keywords is start arranging them into
| | 02:50 |
sales cycle, you see, when people want
something or they're interested in
| | 02:54 |
something, they immediately type it into a
search engine.
| | 02:59 |
Then they realize that there's a lot of
information out there and they have to
| | 03:03 |
begin the gathering process.
So, if they look for a family vacation
| | 03:09 |
they've to start gathering where well are
places we could go on a family vacation?
| | 03:16 |
And then start researching them.
Should we go somewhere in the United
| | 03:19 |
States that's more historic?
Or should we go to the beach, maybe to the
| | 03:23 |
Carribbean, or maybe to Florida?
What would be best for our family, based
| | 03:27 |
on the ages, the likes, the dislikes, and
the preferences?
| | 03:32 |
And ultimately, as those preferences
arise, the customer will start excluding
| | 03:36 |
businesses or locations based on what they
want.
| | 03:40 |
Ultimately, when they're ready to commit,
their search phrase will be drastically
| | 03:45 |
different than what they started.
And in fact, their search phrase
| | 03:50 |
throughout this buying cycle is going to
change as they want more information.
| | 03:56 |
They're trying to look for reviews.
They're trying to see what other people
| | 03:59 |
have to say.
And then they refine their search and
| | 04:02 |
their search phrases continually change.
We can take those long lists of search
| | 04:07 |
keywords and start working them into a
buying cycle.
| | 04:12 |
And understanding what words people use at
different points of the buying cycle.
| | 04:17 |
Now if you want to start building a
content plan, it starts with understanding
| | 04:21 |
what people want.
And when you're looking at what people
| | 04:25 |
want, in this example, this is for tennis
rackets.
| | 04:29 |
And so if I have a website where I sell
tennis rackets.
| | 04:33 |
I also want to provide information about
tennis rackets.
| | 04:37 |
What my keyword research will show me is
that people do searches on the
| | 04:41 |
manufacturing of rackets, the physics of a
tennis racket, buying guides, reviews, ratings.
| | 04:49 |
But then also the history of, the making
of, the difference between a vintage
| | 04:53 |
racket, a wooden racket, different types
of grips.
| | 04:58 |
Rackets in different decades or times in
history trivia, facts, what makes a rare
| | 05:03 |
racket and how has it evolved over time?
Just from this list, you could write one
| | 05:10 |
article a month, and have enough left over
to fill in the gaps.
| | 05:15 |
And what you're doing is, you are writing
articles that appeal to your market, based
| | 05:20 |
on what they're interested in at that
time.
| | 05:24 |
You increase your ability to be found in
the search engines for very specific and
| | 05:28 |
detailed terms.
And by writing about this information or
| | 05:33 |
by talking about it through your social
channels you can engage your buyers or
| | 05:37 |
your market now at a completely different
level.
| | 05:41 |
Because you know what they want.
So start with your search engine
| | 05:46 |
optimization, keyword research.
In that you will find ideas for content
| | 05:51 |
for your website I would rank these ideas
according to the popularity and also the
| | 05:56 |
resources available.
Look to see which phrases are searched on
| | 06:00 |
more than others and there's going to be a
couple other ways that you can rank and
| | 06:05 |
rate these ideas based on customer
information.
| | 06:10 |
And that's coming up in the next module.
| | 06:12 |
| | Collapse this transcript |
| Researching the market: When do people want it?| 00:02 |
Now this is part two of researching the
market.
| | 00:05 |
In part one we looked at the question what
do people want?
| | 00:09 |
And in using our keyword research from
search engine optimization, we are able to
| | 00:14 |
find specific topics questions, and what
people are searching for on search engines
| | 00:19 |
that enable us to know more about our
market.
| | 00:24 |
You see when we know the information that
our market is searching for even though it
| | 00:28 |
may not be direct, it may be more
indirect.
| | 00:32 |
So in our tennis racket example, we know
that people were very interested in the
| | 00:35 |
history of tennis rackets.
If you sell tennis rackets, writing about
| | 00:41 |
the history of tennis rackets can help you
become a valuable resource, or someone may
| | 00:45 |
find you that didn't know about you before
through the avenue of search engine results.
| | 00:53 |
So finding out what people want enables
you to write content that will answer
| | 00:57 |
their questions.
Now, in this module, we're going to cover
| | 01:01 |
the next step.
Because not only knowing what people want
| | 01:05 |
is important, but knowing when they want
it, will enable you to schedule the
| | 01:10 |
release of this content that you put on
your site.
| | 01:15 |
At just the right time.
You see timing is everything.
| | 01:20 |
Even when we look at something like
vacations we can see that people search
| | 01:24 |
for vacations overwhelmingly in January
more than any other time of the year.
| | 01:31 |
And so, if I am trying to position my
website to be found specifically at the
| | 01:35 |
high point of when people were searching
for vacations, I want all of my vacation
| | 01:40 |
content to be up on the website.
At least by January because that's when
| | 01:47 |
the most people are searching for vacation
content.
| | 01:52 |
It dips a little throughout the year but
it's at it's lowest point in December and
| | 01:56 |
the highest point it will be for the rest
of the year in January.
| | 02:00 |
So it's very good to know the peaks and
valleys of the demand of different types
| | 02:06 |
of content throughout the year.
Knowing those key word trends enable you
| | 02:12 |
to plan for the trend and also know why
your traffic disappears at certain times
| | 02:17 |
of the year.
If we keep looking at the vacation concept
| | 02:23 |
we can compare different terms.
So we're going to compare family vacation
| | 02:29 |
singular, family vacations plural, beach
vacation, and inclusive vacation.
| | 02:36 |
Four different ways that people would
search for vacations, now, our research
| | 02:40 |
told us that this is what people are
searching for.
| | 02:45 |
In this module, we're going to look at
when people search for those, and we can
| | 02:48 |
block out a specific area of time.
So, we want to look at the past three
| | 02:54 |
years, and we'll look at the years of
2009, 2010, 2011.
| | 02:58 |
And into 2012, and we want to look
worldwide.
| | 03:02 |
You can also filter this based on the U.S.
or a specific country or a specific state.
| | 03:10 |
Initially what this graph tells us, and
this is Google Trends that we’re using.
| | 03:14 |
And Google Trends allows us to see when
people search for specific terms and
| | 03:19 |
compare them to others.
It tells us that beach vacations is
| | 03:24 |
searched on more than any other of these
three terms.
| | 03:28 |
However, it also shows us that throughout
the year beach vacations has the most
| | 03:33 |
dramatic shift, from the highest searched
in July.
| | 03:39 |
Now what we looked at before is just the
word vacation.
| | 03:42 |
Was at its highest point in January.
Now, if you'll notice with inclusive
| | 03:47 |
vacation it is at its highest search
volume in January.
| | 03:52 |
It peaks again later in the year around
June or July but is never as high as it is
| | 03:57 |
in January.
Now with beach vacation it peaks in
| | 04:02 |
January but than it peaks again even
higher In June and July.
| | 04:08 |
We see this also with other vacation
terms, that there is a peak in January,
| | 04:12 |
sometimes the peak in July is higher, in
other cases the peak in July is lower.
| | 04:19 |
But it's good to know because that gives
you the ability to plan your content so
| | 04:24 |
that you are prepared for the peak when it
appears.
| | 04:29 |
And so if you are trying to write content
for beach vacation, this should tell you
| | 04:33 |
that you should have your content ready to
go on the site.
| | 04:39 |
And pushing that content through social
channels from January to July, because
| | 04:43 |
that is the high point of all of your
marketing, and when people are searching.
| | 04:50 |
And if they're searching that means they
haven't booked yet, and so organizing your
| | 04:55 |
content marketing around these swings and
around these trends will enable you to be
| | 05:00 |
much more effective in your planning.
Now, if you want to look more specifically
| | 05:07 |
at inclusive or beach vacations or family
vacations, you can see the trends that are
| | 05:11 |
happening there.
And how some of the trend is mirrored, but
| | 05:15 |
also throughout the years, how they
compare.
| | 05:20 |
Now, when you're doing this type of
research, you ask the question, what
| | 05:23 |
content do people want?
And use your keyword research to find the
| | 05:26 |
answer to that question.
When do they want it?
| | 05:30 |
That's when you go to Google Insights,
type in numerous phrases, and identify the trends.
| | 05:36 |
And you have the beginnings of
establishing a clear strategy to engage
| | 05:40 |
your market.
| | 05:42 |
| | Collapse this transcript |
| Addressing annual content| 00:01 |
We looked at developing search engine
optimization keyword research.
| | 00:05 |
In order to understand what people were
searching for and when they're searching
| | 00:09 |
for it.
However one thing that is important to
| | 00:12 |
remember is that there is always Annual
Content.
| | 00:16 |
Every business has annual events and even
beyond that there are annual events that
| | 00:20 |
are significant in your region or in your
country.
| | 00:25 |
Or in your culture that you can use and
plan around.
| | 00:29 |
One of these is Valentine's day.
You see you can look at what annual events
| | 00:33 |
you can use to drive visits.
This is where you look at the keyword
| | 00:37 |
trends that will enable you to understand
that, hey, we know that every February
| | 00:41 |
14th, even just prior.
This chart tells us that even in January,
| | 00:46 |
people are starting to search for
Valentine's Day.
| | 00:50 |
How can we use that to leverage content on
our website and be found for Valentine's
| | 00:56 |
Day or a holiday or events.
By planning against content that you know
| | 01:02 |
is going to be in demand every year?
You can start to develop regular conduits
| | 01:09 |
of visitors to your site, by understanding
the annual events.
| | 01:15 |
And leveraging that knowledge into getting
high amounts of searchers to your website
| | 01:21 |
for content that you have developed that
associates these events to your content.
| | 01:30 |
Maybe Valentine's Day isn't a great one
for you, but if we would take it back to
| | 01:34 |
the travel examples that we've used before
using Valentine's Day.
| | 01:40 |
So for those that are maybe planning to
propose you can work that into planning a
| | 01:44 |
honeymoon on the beach, or on some type of
vacation.
| | 01:49 |
Or, a great way to say happy Valentine's
Day would be planning a vacation with your
| | 01:54 |
significant other.
That's how you can use some of these
| | 01:58 |
annual events to leverage content on your
site.
| | 02:02 |
And if it's an event that you know is
going to happen, because it's on the
| | 02:05 |
calendar every year the same day every
year.
| | 02:08 |
That means you can preplan your content
and you can pre-write the content so that
| | 02:13 |
it's ready to go live that week or that
day.
| | 02:18 |
One resource that I always tell people to
look at, is a website called Holidays For Everyday.
| | 02:24 |
And what this website will do is show you
all of the content that is available on
| | 02:28 |
these days.
And so you can look at Monthly Events and
| | 02:33 |
plan content around that Weekly Events,
and then Daily Events, such as National
| | 02:37 |
Boy Scout day.
Or Cherry Coke birthday, or DNA discovery day.
| | 02:44 |
There are hundreds of annual events that
you can plan around and create content.
| | 02:50 |
The trick is associating that content to
your business.
| | 02:54 |
And when you can do that you can
pre-approve, pre-write, develop that
| | 02:58 |
content, and just flip the switch and make
it go live when it's time.
| | 03:04 |
This can be Evergreen content.
And that is content that comes around
| | 03:08 |
every year, that is always going to be in
demand.
| | 03:11 |
And then you just continue to develop and
grow.
| | 03:14 |
But like I said, the key is tying it, so
that it's relevant, to your content.
| | 03:21 |
Also, plan how to manage these things,
because you don't want to just continue to
| | 03:25 |
write new articles about the same event,
you want to link these all together.
| | 03:30 |
You want to create content that is
specific to that event if you continue to
| | 03:35 |
grow that type of content.
So plan how to manage these reoccurring
| | 03:40 |
events, and also how to manage the content
itself.
| | 03:44 |
Whether you break it into a new category,
or you use it to integrate and engage your
| | 03:49 |
readers on that annual basis.
| | 03:53 |
| | Collapse this transcript |
| Seizing daily opportunities| 00:02 |
Now, we've looked at developing the
content based on annual opportunities,
| | 00:06 |
events, holidays, or industry happenings
that you know that you can plan on every year.
| | 00:13 |
We can also develop content by looking at
search phrases and search history to see
| | 00:17 |
what people were looking for and when
they're looking for.
| | 00:21 |
We can also develop content for our site
based on what's happening that day.
| | 00:26 |
And this is a great way of leveraging
content based on the popularity of what's
| | 00:31 |
happening that day or a news event that's
unplanned for, but yet you can relate it
| | 00:36 |
to your business and to your content.
One of the ways you can keep in touch with
| | 00:44 |
what's happening, is just by looking at
Google Trends.
| | 00:47 |
You can see the latest news and what
people are searching for and what they're
| | 00:51 |
looking for.
So, one of the things that might be
| | 00:55 |
showing up in the trends is a meteor
shower, or actors, or events that are
| | 00:59 |
making the news that day.
If there is a way that you can tie that
| | 01:05 |
into your site, that you can tie that into
a latest news update to show people what's
| | 01:09 |
going on, it will increase your ability to
be found for news, that people are
| | 01:13 |
actively searching for.
The reason why it's on Google Trends is
| | 01:20 |
because it's a newsworthy event and people
are searching for it so much that it's in
| | 01:24 |
constant demand and it's been promoted to
the Trend event on Google.
| | 01:30 |
So, if people are constantly searching for
it because it is popular.
| | 01:35 |
You can enable that popularity by
referring to it, quoting it, writing about
| | 01:39 |
it and then that will also increase the
chances that you could be found for it on
| | 01:43 |
your site.
Yahoo Clues is one of the things that I've
| | 01:48 |
been looking at as far as trends.
I can look and see the most popular
| | 01:52 |
searches, and also get a sense of the
demographics behind these searches.
| | 01:59 |
So, for example, if you look specifically
at football content, it will, not a
| | 02:03 |
surprise, show you that the average
demographic of people looking at this
| | 02:08 |
content that day are male, between the
ages of 35 to 44.
| | 02:14 |
Not a big surprise, but it's great, based
on specific types of content, that you can
| | 02:18 |
understand who's looking at it and see if
this is going to hit the market that you want.
| | 02:25 |
You can look at searches over time, get a
sense of the demographic, look at other
| | 02:30 |
search terms that people are using, and
then you can adapt to those terms into
| | 02:34 |
your articles.
And take advantage of that daily content
| | 02:40 |
that people are seen in the latest news
events that are causing people to search
| | 02:44 |
and find out information about those
events.
| | 02:49 |
So, integrate some daily content, you
don't have to do everyday.
| | 02:53 |
But keep an eye on the trending topics,
may be make some time first thing in the
| | 02:58 |
morning to see what topics are trending
and see if you can tie them to your view
| | 03:02 |
point or to your content on your site.
You may want to write a blog post, but
| | 03:09 |
Facebook and Twitter are ideal
distribution media for a daily piece of
| | 03:13 |
content that is trending news right now.
Because on Facebook, that's where people are.
| | 03:20 |
if you quote a story and ask people's
opinion, You're definitely going to get it
| | 03:25 |
and you'll engage them at a very high
level because it's news for that day.
| | 03:32 |
And like I said, the immediacy of Twitter
is a great channel to engage people on a
| | 03:36 |
topic of immediate importance.
| | 03:39 |
| | Collapse this transcript |
|
|
6. The Four Parts of a Successful Online Marketing Strategy: Develop a ScheduleThinking like a publisher| 00:02 |
Already, we've covered how to research
what people are looking for online.
| | 00:06 |
When they're looking for it, and also
going over how you can communicate your
| | 00:11 |
message, most effectively using all of the
channels available to you.
| | 00:17 |
Now we are going to bring it all together
and structure it into a specific plan on
| | 00:22 |
how you can gain the most out of sending
your message, through the content that
| | 00:26 |
you've researched to the right market at
the right time and engage people at their
| | 00:31 |
highest point of interest.
That starts with building your schedule.
| | 00:39 |
You see, when we start structuring our
plan, there are three parts that we want
| | 00:43 |
to keep in mind.
Number one, we want to introduce content,
| | 00:49 |
ahead of the trend.
Now when I talk about the trend, I'm
| | 00:54 |
referring back to the trends that we saw
in Google trends, where you can type in a
| | 00:58 |
key phrase or subject and see when people
are searching for that subject.
| | 01:06 |
I use that as a gauge to find out the peak
time that people are searching for that information.
| | 01:13 |
You see if I want to be found in the
search engines for that content, that
| | 01:17 |
means that I not only have to have that
content on my site before the trend,
| | 01:21 |
usually I'm shooting for about one month,
to two months, prior to the trend.
| | 01:29 |
The main reason is that that's going to
give me time to develop the content,
| | 01:33 |
create conversation, which will in turn
create links from other website to my website.
| | 01:41 |
Which, as I gain links and gain attention
to that article on my site, it will
| | 01:45 |
increase the effectiveness and the
relevancy of that article.
| | 01:51 |
And increase the possibility of it being
found during the high search trend on the
| | 01:56 |
search engines, especially google.
And then, once that trend is in place, and
| | 02:03 |
it's at the high search period, where
people are looking for information, my
| | 02:06 |
ability to have conversation with people
through multiple channels increases dramatically.
| | 02:13 |
And then, once the trend is over, I can
use more information that I've learned.
| | 02:20 |
I can also engage people at the close of
the trend and use this information to plan
| | 02:25 |
either for the next trend or for the next
year.
| | 02:30 |
Structuring your plan around the concept
of introducing prior to the trend,
| | 02:34 |
developing during the trend, and closing
the trend, helps you to be seen as an
| | 02:39 |
authority in your market because you know
when to talk about important issues, an
| | 02:43 |
when not to talk.
So let's start by structuring our plan.
| | 02:51 |
I like to organize by month, and this is
typically where I'll open up a spreadsheet
| | 02:54 |
and just put the next twelve months on the
spreadsheet.
| | 02:59 |
I then look at Google trends to find out
when do certain terms trend throughout the year.
| | 03:05 |
So I can get a sense of when certain terms
are trending.
| | 03:10 |
And I can see that in January are family
vacations and beach vacations.
| | 03:15 |
They are at their highest search trend
point in January, so I put that on my
| | 03:19 |
content calendar.
Inclusive vacations peaks in January.
| | 03:25 |
Memorial Day vacations peaks in May.
And then also beach vacations has a second
| | 03:31 |
peak in June and July.
I'm going to put that in June so I can be
| | 03:35 |
ahead of the trend.
And then I put other major holidays in
| | 03:38 |
their content categories.
Next, I go back.
| | 03:43 |
And I look at how do I introduce the
content?
| | 03:46 |
I want to be online before the search
trend hits.
| | 03:50 |
So that I can build attention, and gain
links to my site.
| | 03:55 |
So I go back to my plan and I can see that
if I want to start ranking for articles,
| | 03:59 |
about family vacations and beach vacations
then I need to have my content up on my
| | 04:03 |
site around mid November, that's what I'm
going to plan on.
| | 04:10 |
And then I need to plan the best way to
introduce the content.
| | 04:13 |
I can introduce it through a guest
article.
| | 04:16 |
Whether I am guest blogging on another
website.
| | 04:21 |
Or, I ask another blogger to guest blog on
my site.
| | 04:25 |
Maybe it's a article with a video that I
am producing as well.
| | 04:29 |
If family vacations is what I'm going
after, then videos are a great way to
| | 04:33 |
engage people as they're starting to
research what type of vacation they would want.
| | 04:40 |
And so, I would use Youtube, I would
develop a blog article, I would reach out
| | 04:44 |
for a guest article, or maybe a guest
blogger, and I would start to develop this information.
| | 04:52 |
And release it on Youtube, and of course
if I put a video on Youtube I am going to
| | 04:56 |
take that same video and I am going to put
it on my facebook page.
| | 05:02 |
And I am going to surround it with content
asking people what type of vacation they
| | 05:06 |
are planning on for next year.
You see I am introducing the content
| | 05:11 |
before the trend, and then I am using it
to leverage conversation up to the trend.
| | 05:17 |
So, that's my thinking when I start
introducing content I am thinking about 30
| | 05:22 |
to 60 days prior to the trend, my goal is
to develop links and attention from my
| | 05:26 |
market to the content that I am putting
out there.
| | 05:32 |
And so I am going to leverage social media
especially video, maybe even Facebook, in
| | 05:36 |
order to initiate that conversation.
But getting that content on my site, or on
| | 05:42 |
my blog, is a primary way of establishing
the content on my site, and getting links
| | 05:48 |
to a central place.
Because I want that page to rank in the
| | 05:53 |
search engines.
And that's my goal, is peak visibility,
| | 05:58 |
during the highest search trend In the
year for that term.
| | 06:03 |
| | Collapse this transcript |
| Developing your content| 00:02 |
So, we've started putting together our
initial plan based on the trends that we
| | 00:06 |
see for specific keywords, and we start
assigning them to specific months.
| | 00:12 |
So, for example, if we know that family
vacations is going to peak in the search
| | 00:16 |
engines in January, we want to have our
content on our website or on our blog well
| | 00:20 |
before January.
So, let's go back to our structure plan,
| | 00:25 |
the first thing is we want to design for
maximum search visibility.
| | 00:30 |
That way we are integrating our social
media campaign, our search engine
| | 00:34 |
optimization campaign, our content
marketing, and our link building.
| | 00:39 |
In the previous module, we discussed how
to introduce the content and the thinking
| | 00:44 |
behind that.
In this module, we are going to cover in
| | 00:48 |
what to do in developing the content.
You can develop it as a series of articles
| | 00:53 |
that are initiated prior to the trend and
published prior to the trend as well, and
| | 00:58 |
then through the beginning of the trend.
These can be ongoing articles that can be
| | 01:04 |
related, but of course they have to be
interlinked in order to provide a context
| | 01:09 |
of communication that you are developing
on your site.
| | 01:14 |
You can also develop these on your blog as
recommended articles, and keep that in the
| | 01:19 |
side so that people can see that you are
consistently building reliable,
| | 01:23 |
recommended, and also relevant content to
what they're looking for.
| | 01:30 |
The goal again is to be found when
searches are at their highest for this
| | 01:34 |
amount of information.
So, as we go into developing your content,
| | 01:39 |
all of this surrounds the plan.
You see, if we look at the term Mexico
| | 01:44 |
Vacation, we'll see that it peaks in
January every year.
| | 01:48 |
And so, it's something we can rely on and
it's something we can plan.
| | 01:54 |
So, we put that in our content calendar
that it would peak in January.
| | 01:58 |
And so, that means we need to publish by
late October.
| | 02:02 |
Get that information online, and then
we're going to develop that content
| | 02:06 |
throughout November and December, maybe
into January.
| | 02:10 |
And as we develop it, we develop it with
additional articles, additional videos,
| | 02:14 |
additional interactions with our market in
order to get them talking about it, and
| | 02:19 |
then we plan on closing the trend.
When we develop this published content,
| | 02:25 |
ways of doing this are asking people on
Facebook, what is your favorite Mexican
| | 02:29 |
vacation spot?
And then link back to the articles that
| | 02:34 |
you've already written about Mexico
vacations.
| | 02:38 |
This gives people a way to look and see
what you've published, but by asking them
| | 02:42 |
directly, what is your favorite vacation
spot, you'll get ideas, maybe you can get pictures.
| | 02:50 |
One way you can engage people is by asking
them to upload pictures from their Mexican vacation.
| | 02:56 |
Ask them for ideas, create a contest, give
your audience the tools to create the
| | 03:01 |
content that you want.
By engaging with people and asking them
| | 03:07 |
their ideas, their recommendations, things
they learned they can recommend other people.
| | 03:12 |
You can take all of this information
repackage it in a new article, put it on
| | 03:16 |
your site, and then announce it on
Facebook that you took the best of their
| | 03:20 |
ideas and created a new article.
This helps let your audience know that you
| | 03:26 |
listen to their ideas, that you'll
implement them, and then also gives them a
| | 03:30 |
sense of ownership in that you've used
their ideas to recommend to other people.
| | 03:36 |
Of course, constantly linked to your
articles.
| | 03:39 |
Linked to your articles as cross linking,
recommending other articles in the series,
| | 03:44 |
but also every time you upload to
Facebook, include images, include links
| | 03:48 |
back to your previous articles, and then
add related links.
| | 03:54 |
Maybe even galleries of images that people
have uploaded in additional content.
| | 03:59 |
Now, add this to your content development
calendar.
| | 04:03 |
You see, for beach vacations, we talked
about adding a blog article, maybe even a
| | 04:07 |
guest article or blogging as a guest
blogger on another site.
| | 04:12 |
Creating a YouTube video as an initial
entry into the visibility of publishing
| | 04:17 |
that content.
And then we want to develop that through December.
| | 04:22 |
Through November and December there, we
can look at integrating Facebook into our
| | 04:27 |
strategy by interacting with people.
Asking for their information, their
| | 04:33 |
recommendation, their pictures.
And so, we can develop that with another
| | 04:37 |
video, maybe a picture gallery and
additional content on the blog.
| | 04:42 |
You see, when we're developing published
content, there are many different ways
| | 04:46 |
that we can do this.
We can look for guest bloggers, we can
| | 04:49 |
target travel bloggers for promotion.
We can look and see who's writing about
| | 04:54 |
our market, and how we can engage with
them.
| | 04:57 |
Contests, polls, article series, reader
participation from Facebook are great ways
| | 05:03 |
of getting ideas for more content.
Also, you can do some flashbacks, find out
| | 05:09 |
what did people use to do.
What was your trip like ten years ago?
| | 05:13 |
Maybe asking your readers for what went
wrong.
| | 05:16 |
Can you upload pictures or the best story
of the worst vacation, or something like that.
| | 05:23 |
Or the stand by of getting people to
engage.
| | 05:26 |
What are your top tips, recipes, must
haves, anything that is list oriented,
| | 05:30 |
people will be more than happy to give to
you through social media.
| | 05:36 |
And you can repackage on your site as
another article, and then release it again.
| | 05:41 |
This is all in the mind of developing the
content that you have already initiated.
| | 05:47 |
You've beat the trend.
Now, you're engaging your market at the
| | 05:51 |
peak of interest, about specific ideas,
and about specific content.
| | 05:56 |
And all your articles, all your ideas, all
of your engagement, are following the
| | 06:00 |
keywords of family vacation, beach
vacation, Mexico vacation.
| | 06:05 |
Whatever it is you are focused on in this
article series.
| | 06:09 |
Learn from engaging your users and
engaging your market.
| | 06:14 |
Get the feedback, and then reproduce it as
additional articles in the series.
| | 06:19 |
This will increase your reach both on
social media and in search engine
| | 06:23 |
visibility for your content, and it will
enable you to gain more and more status,
| | 06:27 |
both in the search engines and in social
media for your content.
| | 06:34 |
Next, we're going to talk about how to
close your content for maximum efficiency
| | 06:39 |
and reuse for the next trend or the next
year.
| | 06:44 |
| | Collapse this transcript |
| Knowing when to close your content| 00:02 |
So we've looked at developing a plan,
introducing content ahead of the trend,
| | 00:06 |
when everyone is going to be looking for
that content at a peak season.
| | 00:13 |
How to develop that content through the
peak season, engaging people through
| | 00:17 |
multiple channels, getting their feedback
and re-purposing that information.
| | 00:22 |
For additional content.
Now when the trend starts to subside as
| | 00:26 |
all trends do, we want to take advantage
of closing the content and closing the trend.
| | 00:33 |
Again this helps the perception of your
business as being knowledgeable about the
| | 00:37 |
trends that happen both in information, in
products, in marketing and it helps you to
| | 00:42 |
learn more of the mentality of your
market.
| | 00:48 |
So as we look at our plan structure, we're
going to close the trend now.
| | 00:53 |
This is how we change the conversation now
that the trend is subsiding.
| | 00:57 |
And instead of asking people what would
you recommend, what happened, or anything
| | 01:02 |
like that, this is where we talk now about
present tense.
| | 01:06 |
How did you do this?
How did you enjoy it?
| | 01:11 |
Where did you go?
And so you're asking people more in the
| | 01:14 |
active present tense.
What did you just do through the trend?
| | 01:20 |
You see when we were developing the
content we asked people what they did?
| | 01:23 |
What they would recommend?
Where do you play in to go?
| | 01:26 |
It was more of a past tense and the future
tense.
| | 01:29 |
In closing the trend, we want to use more
active tense in asking people and engaging
| | 01:33 |
them, what did you do?
Sort of a summer school report on how you
| | 01:37 |
spent your summer vacation, and what would
you recommend from that?
| | 01:42 |
So now we're engaging people again.
By asking very open-ended questions and
| | 01:47 |
putting everything in their hands.
And then we use their feedback to develop
| | 01:52 |
future content.
So when we look at closing the trend,
| | 01:56 |
again we're going to look at our Mexican
vacation graph here.
| | 01:59 |
And we can see that after January, it
drops off drastically.
| | 02:05 |
It peaks again maybe a little bit in July
just goes up for a little bit and then it
| | 02:10 |
is at it's lowest point in October.
So, we know once that January time frame
| | 02:17 |
has left anything we do to close that
trend will still enable us to be found in
| | 02:22 |
that next July bump.
However, it's not going to be as high as
| | 02:28 |
it ever will be until next January.
So we want to learn from this.
| | 02:33 |
We can close the trend by asking, where
did you go, what advice would you give.
| | 02:38 |
Give us pictures from your vacation.
Upload a video from your vacation.
| | 02:42 |
And these are where polls, surveys,
contests, are great ways of closing the trend.
| | 02:49 |
And coming up with content that is all
about closing it.
| | 02:52 |
Where did you decide to go?
Where have you booked?
| | 02:55 |
Who have you used?
Think of all the questions that would go
| | 02:59 |
around closing that trend.
So for the Mexico vacation, closing the
| | 03:03 |
trend most likely you could start to close
it around the June or July time frame,
| | 03:08 |
maybe even into August.
Because in January people were searching
| | 03:13 |
to start booking, in June or July these
may be people planning for next year or
| | 03:18 |
looking to get away right away without any
planning.
| | 03:22 |
And so we can look at our close date and
maybe put that around August 15th.
| | 03:28 |
A good way to close it would be with
putting an article on your blog about what
| | 03:32 |
you've learned throughout this time frame.
What have people given you as far as
| | 03:38 |
information, tips, tricks, lessons
learned.
| | 03:42 |
And you can put that together in an
article.
| | 03:44 |
A great way of closing content is by using
more immediate mediums.
| | 03:49 |
So Facebook, again, is a great way to
integrate your content with images, with
| | 03:54 |
ways of engaging people and asking them
open ended questions.
| | 04:01 |
Twitter is a good way to close
information, or to close content, that has
| | 04:05 |
a specific time.
You see, Memorial Day is a specific day.
| | 04:10 |
You know it's coming.
You can write an article about it, you can
| | 04:13 |
develop it on Facebook, but really the
majority of the market doesn't really plan
| | 04:17 |
for Memorial Day until Memorial Day is
there.
| | 04:21 |
And on Memorial Day is a great way to
engage people through Twitter through
| | 04:26 |
Instagram asking them to upload pictures
of what they're doing or did do on
| | 04:30 |
Memorial Day.
You see because the time frame is much
| | 04:36 |
closer there's not as much of a ramp up or
a trend time it's a single day trend.
| | 04:43 |
And so, the content that you publish
around that single day trend needs to be
| | 04:47 |
more immediate, which makes it a perfect
medium for Twitter or Instagram, maybe
| | 04:52 |
even Facebook to be used, as well.
So, when we're closing content, we're
| | 04:58 |
looking for the prime time to gain
feedback.
| | 05:01 |
Again we want to look for ways to get some
more pictures, videos, some fresh content
| | 05:05 |
of what people did.
And then always take time to look at the
| | 05:10 |
lessons learned, what worked?
What didn't work?
| | 05:14 |
Which questions got the most feedback, got
the most shares?
| | 05:18 |
What images got the most shares, or
followers, or likes?
| | 05:24 |
Look at all of these things and see what
engaged, and also what engaged as far as,
| | 05:28 |
who then took your information re-purposed
it on their website, or their blog, and
| | 05:33 |
built links to your website.
Look to see what new links you have built
| | 05:39 |
on other websites, and other blogs, over
this time frame.
| | 05:43 |
And evaluate all these trends in your
analytics.
| | 05:47 |
See what new sites were sending visitors,
what sites were developing relationships
| | 05:53 |
with you, and find your top articles, your
top traffic sources, bloggers who referred
| | 05:58 |
people to you, and content that engaged
and helped you to convert those readers
| | 06:04 |
into business.
Closing content is prime time to take a
| | 06:11 |
few days or a few hours.
And review what you did, and see what
| | 06:16 |
worked, and why, so that you can reproduce
your success, in the coming months, in the
| | 06:20 |
coming years.
| | 06:22 |
| | Collapse this transcript |
| Measuring goals and value| 00:02 |
The next step in creating a comprehensive,
integrated, online marketing plan is
| | 00:07 |
always to review your success and failures
of the previous time frame.
| | 00:14 |
You always want to look at the trends and
see what you developed as a result of that trend.
| | 00:19 |
You want to look and see how many links.
How many bloggers link to me?
| | 00:23 |
How well did my content do in terms of
being found and being digested by readers
| | 00:28 |
and how did they engage with it?
Ask those questions and measure them
| | 00:34 |
according to your goals for your campaign
and for your business.
| | 00:40 |
I'm going to show a case study of how one
company realized that they needed to
| | 00:44 |
engage at a completely different level.
And by measuring where they were, looking
| | 00:50 |
at their campaign and then modeling what
they wanted to do, they were able to
| | 00:54 |
completely change how they engaged with a
certain segment of the market.
| | 01:01 |
The key study is South Dakota Department
of Tourism.
| | 01:04 |
In one of their websites they found that
they were getting about 14,000 visitors in
| | 01:09 |
one month during their, high travel
season, that were looking for maps on the
| | 01:13 |
search engines.
That they were looking for maps for
| | 01:18 |
cities, for roads, for attractions, for
places to go.
| | 01:22 |
So, any search phrase that included the
word map for anything related to South
| | 01:27 |
Dakota travel.
That's what we were looking for.
| | 01:30 |
Now, the problem was this was a segment of
visitors that was sending a lot of people
| | 01:35 |
to the site in one month, but
unfortunately only 67 out of those 14,000.
| | 01:41 |
Actually found what they were looking for
and converted on the website.
| | 01:46 |
We found that most visitors were entering
at an old page that should have been
| | 01:49 |
removed years ago.
But no transition plan had been enacted to
| | 01:53 |
deal with people finding old pages on the
website rather than finding the
| | 01:57 |
information that they needed.
And so this is were they went back looked
| | 02:03 |
at all all other search engine
optimization research that they had.
| | 02:08 |
This is the first stage of looking to see
what people were looking for.
| | 02:13 |
How did they phrase their search query?
How did they arrange map according to
| | 02:18 |
words that came before map or after map?
Did the state come first or did it come
| | 02:23 |
second did the city come first?
Or second did the attraction come first or second?
| | 02:29 |
What were the ways people searched for
maps?
| | 02:32 |
Then stage two was when did they search
for certain maps?
| | 02:36 |
And they found some great information in
seeing the four primary phases that people
| | 02:41 |
looked for maps.
Over a three year period they founded
| | 02:45 |
there were significant differences in the
numbers.
| | 02:49 |
But not only that, they then founded there
were significant differences in, which
| | 02:54 |
phrase was being found at certain times of
the year.
| | 02:58 |
So, a map of the bad lamps which is an
attraction in South Dakota tended to peak
| | 03:02 |
in June every year.
They also found that maps of the black
| | 03:07 |
hills tended to peak in July.
And then South Dakota maps would always
| | 03:12 |
peak towards at the end of the season.
And they realized that there were specific
| | 03:17 |
groups of people that would come at
different times of the year when they
| | 03:21 |
started looking at booking information.
Based on this they realized that there
| | 03:27 |
were three distinct segments of visitors
that were coming throughout the year, and
| | 03:31 |
these different sets of visitors would use
different search phrases when looking for maps.
| | 03:38 |
So, they started developing content that
was targeted to each group of visitor, and
| | 03:42 |
the analyzed what happened.
They looked at the search term, the
| | 03:46 |
seasonal variation, the booking data and
they found demographics that supported the
| | 03:50 |
conclusions of all of this research.
As a result, they went back and they redid
| | 03:57 |
the entire website.
And when you were searching for a map, you
| | 04:01 |
found this page, which no question about
it, these had maps.
| | 04:06 |
The heading of the page, the hero image
was a map.
| | 04:09 |
And at the top of the page, they would
rotate the main map based on the research
| | 04:13 |
of search data.
So, in June the bad line was the highest
| | 04:18 |
searched map so that have the hero place
and that's what people were searching for
| | 04:23 |
that had most prominent place.
In July and August those maps rotate
| | 04:29 |
through and also they developed content
for each of these different areas based on
| | 04:34 |
the people that were looking for them.
In doing that, they grew from 14,000
| | 04:41 |
visitors in one month to two years later
in this same month at 42,000 visitors.
| | 04:47 |
They increased the engagement of time on
site, page views, reduced the bounce rate
| | 04:52 |
and they went from less than a 0.5%
conversion to a 4% conversion.
| | 04:58 |
This is the value of taking the time to
evaluate how did we do in our campaign.
| | 05:04 |
How can we get better?
What engaged and how can we improve?
| | 05:09 |
You see, you always want to measure your
goals for the campaign and the value of
| | 05:13 |
what happened.
That gives you feedback on the content.
| | 05:18 |
It gives you an accurate picture of the
progress that you made and identify
| | 05:22 |
problem areas that you need to fix.
Or it will help you find easy wins.
| | 05:29 |
Little things that you can do that will
accomplish a great deal when it comes to
| | 05:33 |
return and profitability of your
campaigns.
| | 05:37 |
| | Collapse this transcript |
| Reviewing your success| 00:02 |
For this final module, we're going to
review all the elements, of building your
| | 00:06 |
integrated online marketing plan.
Step one is building your narrative.
| | 00:11 |
What do you bring to the market that makes
you unique?
| | 00:15 |
What is it that allows you to communicate
your message most effectively, and how do
| | 00:21 |
customers and the market respond to what
makes you unique in the value you bring to
| | 00:26 |
the market?
Your narrative needs to be simple, clear,
| | 00:32 |
and focused, because all of your marketing
will be built from your narrative.
| | 00:38 |
Step two is your message.
Look at how you are communicating and what
| | 00:45 |
you are communicating to your audience.
And what are the best resources for your communication?
| | 00:50 |
Is video a great resource.
Is writing a great resource.
| | 00:55 |
Is time sensitivity the best resource.
What's the best way for your message to be
| | 01:01 |
communicated the most effectively.
Third, what's the best way that you can
| | 01:07 |
interact, with your audience?
What medium provides the best opportunity
| | 01:12 |
for you to express your message, and then
receive a measurable amount of interaction
| | 01:16 |
that will show you, that people are
positively responding to it?
| | 01:22 |
There are some markets that just aren't
built for Twitter because they are not
| | 01:26 |
time sensitive and they are be to be a
nature and not all of their audience or
| | 01:30 |
even a portion of their audiences on
Twitter and so you need to measure for
| | 01:34 |
your business, your product and your
market.
| | 01:40 |
Where is the best place to reach your
audience?
| | 01:44 |
And so sit down and rank each medium by
its ability to reach the right audience
| | 01:49 |
with the right message and then focus on
what resources you have available to you
| | 01:53 |
and the results that each can achieve.
Then start building your plan.
| | 02:01 |
Look for what you audience wants to know.
And this is where your search engine
| | 02:05 |
optimization research comes in very handy
because you can see the priority as well
| | 02:09 |
as the demand of how people search for
your product or information about your products.
| | 02:17 |
Know when your audience searches for it by
using Google trends or other tools that
| | 02:21 |
will show you when the trend hits for your
audience or for your market.
| | 02:28 |
Then plan your social marketing based on
the content and based on the trend.
| | 02:32 |
Look at the content that people want to
know about.
| | 02:35 |
Is it best communicated through video?
Can you engage people at a higher level
| | 02:39 |
through video?
Is it something that's more time sensitive?
| | 02:43 |
If so, it's a perfect medium for Twitter.
Is it something that you can engage people
| | 02:48 |
and get their feedback?
Can you ask questions and upload images
| | 02:53 |
that will grab people's attention?
If so then Facebook will be a great way.
| | 02:59 |
Plan your social marketing based on the
content that you are creating and
| | 03:02 |
publishing on your site or on your blog.
Target specific mediums for that interaction.
| | 03:11 |
Plan the best way to reach people and
engage people based on that content, and
| | 03:15 |
then follow the simple plan of introducing
your content prior to the trend,
| | 03:19 |
developing it through the trend, and
closing it at the end of the trend.
| | 03:27 |
And measure your success.
You see when you have an integrated plan
| | 03:31 |
the benefits are that it integrates all of
your digital marketing capabilities,
| | 03:36 |
you're integrating your search engine
optimization, your site design, your email
| | 03:40 |
communications, your social media
marketing all of this will help you be
| | 03:44 |
more effective at link building because
you are focusing on different content
| | 03:48 |
throughout the year when its most popular.
And in doing so, your ability to
| | 03:57 |
communicate for effectively and build
links will grow and be much more
| | 04:01 |
successful than doing it by itself as a
stand-alone activity.
| | 04:06 |
Content marketing will be much more
effective because you're on a schedule,
| | 04:10 |
you know what content you're going to be
publishing a year in advance, and also you
| | 04:14 |
can plan on the social media channels that
will be most effective in communicating
| | 04:18 |
that content.
In your analytics, you'll know what you've
| | 04:23 |
just worked on, and what to measure, based
on the previous trend.
| | 04:28 |
If you're blogging, you now have direction
for your blogging.
| | 04:32 |
You have a content calendar that you can
use to plan and strategically introduce,
| | 04:37 |
develop, and execute your content.
And so your customer communications can
| | 04:43 |
take another step to another level because
you'll be communicating to them about the
| | 04:47 |
content they find valuable when they find
it valuable, not when you find it valuable.
| | 04:54 |
But based on your customer research and
when people are looking for that information.
| | 05:00 |
You see when you plan your content, when
you plan around your market all of your
| | 05:05 |
online digital marketing will follow that
plan and you can integrate all of these
| | 05:11 |
aspects into a clear, concise and
executable plan and that's the key.
| | 05:20 |
When you have an integrated plan you spend
your days executing a strategy that is
| | 05:24 |
already preplanned.
You know on this date this article needs
| | 05:29 |
to go live.
You know on this date you need to have a
| | 05:32 |
video produced and ready to go.
And so, it reduces the questions of what
| | 05:36 |
do we do, when do we do it, why and how do
we make this happen.
| | 05:42 |
Most people are reactive when it comes to
their content and marketing strategy based
| | 05:46 |
on what social media they've neglected,
and so they try to play catch-up.
| | 05:53 |
And in doing that, they're reacting to
fires, they're guessing what needs to be happening.
| | 05:58 |
When you pre-develop your content, when
you know the release date, and you know
| | 06:02 |
when to make updates based on your
schedule, you eliminate all the guesswork.
| | 06:08 |
You are now executing a clear strategy and
you are prepared to release content at the
| | 06:13 |
best time to suit your audience and then
you can focus on measuring your results
| | 06:18 |
for clear accomplishments.
By integrating all of your online
| | 06:24 |
marketing with a clear plan that takes
advantage of knowing when people are
| | 06:29 |
looking for information and what they're
looking for, and then integrating all of
| | 06:34 |
your search engine optimization, link
building, social media, email, analytics,
| | 06:39 |
and online marketing plans, you can spend
your days looking at a clear strategy.
| | 06:49 |
And then measuring the results, of your
success.
| | 06:53 |
This has been Matt Bailey, and I wish you
success in your online marketing.
| | 06:57 |
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