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 more...]
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 more...]
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 and partners that 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 more...]