While neither marketing nor social media are sciences, one needs to use scientific principles to be most effective when it comes to both branding and prospecting online. It doesn’t take an Einstein to succeed in social media marketing, but to does take a scientist. Are you rigorously collecting metrics and data to see if what you’re doing is resulting in sales conversions or extending your brand or are you relying on things you’ve learned from The Secret? Is your social media marketing campaign relying too much on magical realism, the power of positive thinking, and general superstition? Read the remainder of this entry »
Archive for January, 2012
Everyone knows that you must place the most important content at the top of the page, right? Everyone knows that you should write like newspaper reporter. Put the most important stuff in the headline, don’t bury the lead, blah, blah, blah. And especially–don’t put important stuff “below the fold.” Below the fold once meant that you keep the good stuff on the upper half of a broadsheet newspaper page, but on the Web it has come to mean that you put the best content at the top of the screen so that people don’t need to scroll down to see it. And I knew all of that. At least I thought I did. Read the remainder of this entry »
For the past two plus weeks the Internet marketing community, and in particular the SEO subset of that community, has been up in arms about Google’s search update called “Search Plus Your World”. If you would like a primer on this Google search update you can go here or here. if you haven’t taken the time to dig into this search update it would be advisable to do so. It has the potential to be huge on many levels and Internet marketers need to be educated. Read the remainder of this entry »
Unlike other forms of marketing in which you implement a strategy and start to see results in a short period of time, search engine optimization is a long term process to build a brand image in the search engines and online in general over time. Incorporating keywords throughout your website content and conducting link building activities isn’t going to guarantee any kind of overnight success.
Last week, I was lucky to join Joe Apfelbaum of Ajax Union and Ben Kirshner of Elite SEM on a panel (ably moderated by Jules Kibbe of TicketNetworkDirect) for the Ticket Summit on the recent changes in search marketing. The attendees are ticket brokers an dpartner sthat move most of the seats for entertainment and sporting events in the U.S., so you can imagine that they have a fierce interest in search marketing. It fell to me to explain the dreaded Google Panda update of its search ranking algorithm. I say “dreaded” because so many people have treated this latest reshuffling of the search results as something approaching apocalyptic disaster. If it has been a nightmare for you, my condolences, but there’s no going back, so we all need to understand the idea behind Panda and we might need to change the way we think to succeed in the brave new Panda world. Read the remainder of this entry »