Author Archive

SEO Results

July 28, 2014 1 comment

You know you’re doing it right when…


Email Marketing Tactics – Drip vs. Blast

July 16, 2014 Leave a comment

email marketingEmail marketing is still a viable and effective strategy to get sales, referrals and stay in contact with clients. The key is to have a strategy and stick to it. There are two main types of email marketing – drip marketing and blast marketing. Let’s take a look at what they mean and how they can be used in your business.

Blast marketing is designed as a one off, or part of a small campaign to promote a product or service with the singular idea the recipient will take action because of the message. Think about retail sales emails as an example. Email blasts can be sent to your existing database, a purchased list or even a joint venture with another business.

Drip marketing is very different in its execution, but can have some of the same desirable effects of blast marketing. Drip emails are designed for prospects or clients as a stay in touch method. Ultimately drip emails are designed to increase sales, but before that happens, they can be used to generate referrals, build traffic to your website and grow your social media channels. Drip emails are designed to be sent to people who know you – clients, referrals, prospects. They also take more time to create and execute since you are NOT directly selling.

What most small business owners don’t realize is email marketing has to be multifaceted. The goals of email marketing are to:

  1. Get sales
  2. Acquire clients
  3. Get referrals
  4. Stay in touch with existing clients
  5. Increase traffic to your website
  6. Increase your social media channels
  7. Build your drip marketing list

Did you notice the last item on that list? How do you build your drip marketing database? The answer is to get more clients or customers and you do that by making more sales.

Here’s how:

  1. Make sure you ask your customers to join your list. You can do this at the point of sale or when you do post close follow up.
  2. Acquire databases for your list.
  3. Make sure you’re collecting emails and sending them something!
  4. Leverage your social channels to build your list.

Now that you understand the difference between blast marketing and drip marketing, you’ll be able to start utilizing them as part of your strategy. In a future article, I’ll dive deeper into drip marketing.


Images for SEO – 2014 Edition

July 14, 2014 Leave a comment

Images for SEODespite Google’s never ending algorithm changes…think Hummingbird and Panda…there are still search engine optimization tactics that continue to work. One of these is image optimization through tagging. Taking the small step of naming your images with your keywords used to have enormous benefit.

It still does. If you click on the image in this post, you’ll notice several things. First of all, I found this in reviewing my web stats. The photo is sending me traffic from Pinterest. Pinterest links to my article that contains the photo and it even shows other photos that are found on this blog.

Secondly, the photo was found on Google image search and then posted to Pinterest. What was the reason it was found on Google? I renamed the image with the keyword I was using for the article! So parts of the article title were repeated in the image and even four years later, the image is still ranked in the top five of Google images.

Now this is the part I find really interesting. The searched image was then pinned to Pinterest so it can be found using social media channels as well. I’m entirely convinced social media will decrease the influence search marketing has. However, examples like this show how complementary social and SEO can be. Social is impacting search in a major way. It’s up to online marketers to survey the landscape and make adjustments as necessary.

It seems to me image tagging is still an effective tactic for search and social.

Don’t Outsource Sales

September 5, 2013 1 comment

01_15_eset_robotI’ve said it before; the whole point of marketing is to get you, a.k.a. your sales team, in front of real, live decision makers. What happens if you outsource sales to technology or overseas? Here’s an example. My snarky additions are in parentheses.

Chat with: Visitor, Jeff
Jeff: Hello, thanks for contacting Preferred Law Team. My name is Jeff, may I have your name?
Visitor: Ben.
Jeff: Hi Ben
Jeff: How can I assist you?
Visitor: I was wondering who won the Alabama vs. Va. Tech game on Saturday? (A current event to assess who I’m really speaking with.)
Jeff: I see. Before we proceed, may I have your phone number and email to better assist you?
Visitor: Certainly.
Jeff: I see.
Visitor: Are you software or an outsourced, overseas agent? (When I first thought I wasn’t dealing with a human.)
Jeff: I am sorry as I am not allowed to disclose that information.
Jeff: Is there anything else I can help you with regarding our services?
Visitor: Are you human, or are you dancer? (Thanks Killers!)
Jeff: This is a real person
Visitor: So why didn’t you answer my first question?
Jeff: Our areas of practice include (but are not limited to) Real Estate, Finance, Civil Litigation, Mediation & Arbitration, Corporations, Partnerships, LLCs, Bankruptcy & Foreclosure, and Entertainment.
Jeff: Can you tell me a little about your case?
Visitor: Your response questions my belief in your humanity…
Jeff: I see. May I know about your legal matter?
Visitor: Can you answer my first question?
Jeff: I apologize, I don’t have access to that information
Visitor: It’s in the chat transcript. Hint…scroll up…
Jeff: Well, I’m not allowed to answer general questions. For more details you can also contact our office at: 801-727-4290.
Visitor: Can you help me with my delinquent mortgage?
Jeff: Would you mind explaining a bit more about your case?
Visitor: My mortgage is delinquent…and so is my child. Can you help with either?
Jeff: The attorney can help with this. Would you like to speak with someone on the phone?
Visitor: Why can’t you help Jeff?
Jeff: I’m sorry, I’m not an attorney and as such am not able to answer specific legal questions or give legal advice. May I have someone from our office contact you? They can assist further.
Visitor: So are you a lead gen bot?
Jeff: For more details you can also contact our office at: 801-727-4290. I’m sure one of our staff member will be happy to help you.
Jeff: Thank you for contacting Preferred Law Team.
System: The chat session has ended. (Way to hang up on your prospect!)

Powered by ApexChat

Admittedly, I didn’t know a thing about this company except for an email they sent me. However, what they sent piqued my interest and I responded…only to get the proverbial phone hung up on me when I asked too many questions.

Would you trust your marketing budget to a technology based or overseas team?

2012 in Review

January 30, 2013 Leave a comment

The stats helper monkeys prepared a 2012 annual report for this blog.

Here’s an excerpt:

4,329 films were submitted to the 2012 Cannes Film Festival. This blog had 24,000 views in 2012. If each view were a film, this blog would power 6 Film Festivals

Click here to see the complete report.

The 10 Commandments of Social Media

January 29, 2013 Leave a comment

The most interesting man in the world gets a new calling.

I’ve been feeling guilty about all the changes taking place in social media without throwing in my own thoughts. Here I present the 10 commandments of social media:

1. Thou shalt have no other significant media presence than online – Sure you can throw a few bucks to placate your ad rep, but know real tracking, real engagement and real results are happening online.

2. Thou shalt not communicate drunk – Don’t tweet, blog or Facebook drunk. There will be fewer faux pas and you won’t be slizzerd to your next meeting, update or post.

3. Thou shalt be transparent – Real engagement takes place when people feel a real connection. Faking reality won’t get you anywhere.

4. Thou shalt obey thy client – Never forget your client knows their product, their service and their client better than you. Embrace it as an advantage. Don’t discredit your client.

5. Thou shalt remain professional and not steal successful campaigns – Copy, borrow and perform homages to successful campaigns you didn’t pull off, but to your own self be true. Don’t be derivative…unless it’s clever in a way the world has never seen before!

6. Thou shalt remain on topic – If you’re talking about your client, then talk about them! Not your other clients, not you, not your beefs with the world…

7. Thou shalt not cross promote clients – If client Y is paying you to talk about client Y, why are you actually talking about client Z, temp project B and pet cause J? Unless you have specific permission from all interests mentioned to cross promote, keep things as you contracted. Talk about client Y and Y related subjects on their channel. Form a separate campaign for client Z. Find the proper alliances for temp project B and leave pet cause J to the proper channels.

8. Thou shalt not disparage competitors – Your client may be the greatest iteration of sliced bread since, well, the first iteration of sliced bread, but social media is not the medium to put down chunked bread or torn bread or pre-chewed bread. All are worthy competitors to your client. Let your client’s audience form their own opinion.

9. Thou shalt not lie…about your client – If your client wants to lie about themselves, let that be on them. You’re the social media expert! Lying is not part of your game, or is it? The simple truth is situations thrown into the light will develop their own answers. You can not lie with social media…for long. So don’t do it.

Eventually, you will be found out. That’s what I teach anyway. Hiding things in this age only invites closer scrutiny. My biggest fear is the person that exposes all for a temporary sense of freedom and release.

10. Thou shalt schedule posts for your day off. – I worked retail for many years. One of the best lessons I learned was that of delegation. With social media, it may seem a day off isn’t possible. I suggest delegating to technology what we have to work for now and that is providing content.

Tools like HootSuite and Twitter allow users to schedule posts in advance or retweet other good content that can be made to show up on a blog. If you want to get real creative with syndicating content, use the Posterous bookmarklet to add a comment to an article you’re reading and then publish the quote of the story and your comment to your site as a new post! Posterous even provides a link back to the original source.

I’m sure this is not an all-inclusive list, but it’s certainly a start. Please leave your suggestions in the comments.

How to Network for a Job Using Social Media

March 21, 2012 Leave a comment

Get every new post delivered to your Inbox.

Join 1,095 other followers

%d bloggers like this: