Transcript File - Jerboa | Brands

Jason Owen
ALTERNATIVE MARKETING METHODS
Rules
 There are none!
 Please interrupt me!
 Please shout out questions!
 Please interact!
Conferences
 Search Engine Strategies – New York
 Ad Tech – San Fran / New York
 PubCon – Las Vegas
 Of course – Commerce V3
Objectives
 To have everyone in this room leave with at
least one thing they can take back to their
company.
 To have fun
 To make money
Finance
 Boring!
 Yet the single most important factor in
driving incremental, or new customers to
your business….
 Before we speak about marketing let’s make
sure and have the finance facts as it would
relate to your business!
Finance Example
 An advertiser wants you to do a $5,000 test
for banner advertising.
 Ask yourself, how many customers will I have
to acquire to make this test work for me?
 If your lifetime customer value is $100, you
will need to acquire 50 new customers.
Finance Example
 Let’s say Banner advertising converts
impressions to clicks at .02% on average.
 If your onsite click to sale metric is 100 clicks to a
sale, you will need 5,000 clicks, and you can
afford to pay up to $1 per click
 You are a good negotiator and are willing to buy
a click at $.80 for a test, leaving yourself a 20%
spread incase the numbers don’t back out like
you think they will.
Finance Example
 The Advertiser wants to create a CPM campaign, or cost
per thousand:
 You can buy 250,000 impressions from the advertiser for
$5,000 or a cost of $.02 / per thousand impressions.
 (Because you are again a good negotiator, you buy the
250,000 impressions for $4,000, 20% spread.)
Finance Conclusion
 Use your data to back into the advertisers price you are
willing to pay.
 There are lots of deals to be had right now.
 Reading: No: The Only Negotiating System You Need for Work and
Home
 Name your price.
 Test more than normal right now if you can afford to.
 Find out what works and lock in long term price contracts.
Social Media Marketing

23hq

Bmaccess

Digg

Hacker News

A1 Webmarks

Buzzflash

Dnhour

Hugg.com

Adobe Showcase

Care2

DotNetKicks

IMDB Pro

Adultswim

ChipIn

DriverSide

IndianPad

Amazon

CoMagz

DropJack

InternetMosaic

Askmen.com

Connectedy

Epinions

Jumptags

Site of the Day

coRank

EzineArticles

Kaboodle

Ballhype

CouchSurfing

Facebook

Kinja

Barnes and Noble

CSSBeauty

Fanpop

Last.fm

BibSonomy

CSSVault

Fark

LinkedIn

Blogger

Curiobot

Faves

linkinn

Blogger (Blogspot)

Dark-I

Folkd

Listible

BlogGoggle

Del.icio.us

Furl

Livejournal

Blogs4god

DeviantArt

GetSatisfaction

Magnify

Blogsome

Dfinitive

Google Pages

Memeorlame
Social Media Marketing
 Reasons to not start producing online
content:
 Ashton Kutcher is doing it
 My kids keep talking about Twitter
 Our competitors are doing it
Social Media Marketing
 There is a lot more to social media than
meets the eye.
 The barrier to entry is shrinking every day
 More and more information is becoming
readily available for consumers.
Social Media and Marketing
 Create Goals:
 How many customers do you want to acquire per
month from the respective source, looking at the
refer URL as the acquisition point?
 Can I increase the lifetime value of my current
customer base if they use my X Social Media.
 How many people do I want to have reading my
blog per month in month 6, 12, 18?
Social Media and Marketing
 Get Relevant!!
 Establish a differentiated meaning for your brand
that the consumers you want to reach care about
– find relevant – before you try to begin branding.
Differentiation and relevance – not awareness –
make a brand strong and keep it strong. You
can’t build awareness without having something
to build it on. The most successful brands know
this.
 From BrandSimple
Social Media Recommendations
 Audience!
 Know exactly who you want to talk to – that is,
know your audience. Also, know exactly who
you want to beat – who your competition is –
and make sure the difference between you
and the other guy is crystal clear.
 From BrandSimple
Social Media and Marketing
 Look for the Obvious!
 To find a different and relevant brand idea, look
for the obvious. The best answers are usually
right under your nose. Good brand people never
stop looking for insights, and they know to look
in the most obvious places. They read letters
from customers, go to call centers, speak to
retailers, hang out in supermarket aisles. The key
is to find something meaningful that no one has
noticed before.
Social Media and Marketing
 Alignment!
 Make sure your brand idea aligns with your
business strategy. What exactly are you
selling? Is your brand idea in sync? You can
deliver what your brand idea promises to
deliver by validating the brand experience at
optimal points of customer contact.
Social Media and Marketing
 Read BrandSimple!
 Allen P. Adamson
Social Media and Marketing
 Find your brand fanatics
 Talk to your fanatics. Find out why they are in love with
your product.
 Allow your fanatics to help you drive the social vision for
your company.
 Crowd source using your base
Social Media and Marketing
 Relevance!
 If you are not interesting, get relevant before you start
social media marketing.
 No one wants to know that you got up at 4AM today
opposed to 4:15AM(unless your twitter account is Ashton
Kutcher).
 If that is all you have to say, think twice!
Social Media Marketing
 Drawbacks
 Don’t start a blog and update it once every
three months. It could have negative brand
consequences to potential new customers.
 With anything there is a tipping point. Social
Marketing takes time. If you are looking for a
20% increase in customers tomorrow, forget
about it!!
Social Media Marketing
 The Basic Minimum
 Twitter – Update once or twice a day
 Blog – Once a week
 Facebook – Once a week
Social Media Marketing
 Jet Blue
 Dell
http://www.datadial.net/blog/index.php/2009/04/22/twitter-guide-for-small-business/
Social Media Marketing
 Blogs:
 Be Honest
 Try to fool people and you will get bit!
 Marketing with Meaning
Social Media Conclusion
Search Marketing
Search Marketing
 Real-estate
 The more that you own, the better chance you have of
getting more traffic.
 Is it about being #1 in Google?
 or controlling as many of the potential 17 listings as you
can?
Search Marketing - Organic
Search Marketing - Organic
Search Marketing - Organic
 Keyword use in a title tag is one of the single most
important onsite factors you can manipulate
 Anchor text in inbound links
 Acquiring good links from multiple domains builds trust
and authority.
 Page and Link sculpting
Search Marketing - Organic
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Search Marketing - Organic
 Duplicate Content Issues:
Search Marketing - Organic
 Five Minute Checklist – 4 Things:
 1. URL canonicalization and 301 re-dirs
 http://www.example.com/index.php
 http://www.example.com/index.htm
 http://www.example.com/default.html
 http://www.example.com/default.php
 http://www.example.com/anything (that goes to homepage)
 2. ****Unique Title Tags and Meta Data****
 3. Has the site been submitted to Google Webmaster Central?
 4. Check for Duplicate Content
Search Marketing - Organic
 Title Tag Importance
Search Marketing - Organic
 Blogs that are a must for SEO Information:
 www.SEOmoz.org – Pro Membership $79 per
month
 www.SearchEngineLand.com - Daily Search
News Recap
Search Marketing – Paid Search
Search Marketing – Paid Search
 Lowest Part of the conversion funnel. Paid
search visitors are the best converting traffic
source online.
 How many people bid on their own brand name?
 How many people know if your competitors are
bidding on your name?
Search Marketing – Paid Search
 Question: How many people have a call center?
 How many people know how many paid search
visitors buy over the phone?
Search Marketing – Paid Search
 When we used a different phone number for
visitors that came to the site from paid
search, we were able to reduce or presumed
acquisition costs by 30%.
Affinity Marketing
 www.NextJump.com
 www.YouDecide.com
 www.WorkingAdvantage.com
Usability – Click Heat
Affiliate Marketing
 Have a few power affiliates that you treat as one of the
team. More is less to start.
 Make your offer easy to understand.
 Make sure that you have clear goals and contracts. What
they can do and what they can’t do. Affiliates are smart.
 Run Contests.
 Create tiered programs.
Affiliate Marketing
 Scrutinize Commissions – Average is 15% -
20%
 Focus on recruitment and retention
 Watch out for fraud and spam.
Reading
 Blogs:
 www.SEOmoz.org
 www.SearchEngineland.com
 www.PPCHero.com
 www.MarketingExperiments.com
 www.ZenHabits.com
 www.FourHourWorkWeek.com
Products

www.LabsMedia.com

www.SEOmoz.org

www.SpyFu.com

www.Adwords.google.com

www.Google.com/insights

www.KeyMetric.net

www.WebPositionGold.com

www.iContact.com
Reading
 Books:
 BrandSimple – Allen Adamson
 No – Jim Camp
 Why we Buy – Paco Underhill
 Eating the Big Fish – Adam Morgan
 The 22 Immutable Laws of Marketing – Al Reis and
Jack Trout.
Jason Owen
[email protected]
513-600-6767