Archive for the ‘Tips’ Category

Google News

In Tips, Tools on September 9, 2010 at 9:46 pm

Google made a couple of changes to its most popular services this week. If you’re responsible for marketing you company and haven’t heard about them, here’s a summary.

Google Instant

“The Goog’s” most popular feature – its web search engine – just got a lot more frantic. Google Instant pulls up a list of search results as you type your query. You’re already familiar with how the query bar itself displays possible search terms as you type them and displays them below the bar. It looks like this:

Now, Google has extended that feature so that the search results start to appear as you type and adjust as you continue to enter the search term. So if you’re searching for “football”, you’re going to see results related to food when you get to “foo”, and shoes when you get to “foot”.

It’s remarkable that Google’s engine can work fast enough to produce relevant results even before I can finish typing the word, but in my opinion, this doesn’t really add any benefit to the user. It’s just more noise.

What does this mean for marketers?

More than likely, it won’t mean much, but if your company is using sponsored search, it’s worth keeping an eye on. Here’s why: Google AdWords (the Google Pay-Per-Click ad feature) gives every ad a score based on several features. That score is used to determine the order in which the ads display on a page. So you can’t just bid more per click and automatically have the top PPC spot. You have to prove to Google that your ad is relevant and “worthy” of that juice.¬†As usual with Google, no one knows the exact algorithm but one of the factors used to determine an ad score is Click Through Rate (CTR). This is a ratio of the number of times an ad is displayed against the number of times it is clicked. Since AdWords ads appear and disappear as results do in Google Instant, there’s a good chance that your impressions could go way up but not pull the number of clicks up with it. That drives your CTR down which means a lower ad score, which means lower rankings, which means bad news.

The good news is that all AdWords accounts face this same dilemma so, presumably, a dropping tide sinks all boats. Also keep in mind that the folks over at Google usually think of everything so this isn’t something that is sneaking up on them.

Gmail Priority Inbox

In case you weren’t sure if Big Brother Google is always watching, here’s proof. Gmail’s new priority inbox ranks and sorts your email messages based on which conversations and senders you most often read and reply to. When Gmail users log in, now they see four sections of their inbox representing four tiers of importance. They are:

  1. Important and Not Read
  2. Starred
  3. Important and Read
  4. Everything Else

For instance, when I look at my Gmail inbox, emails from my wife are sorted into the “important” pile because I always read them and usually respond. Emails from companies or marketers are sorted into the “everything else” section. And I can mark emails with a star if I want to come back to them later. If you’re not a die-hard Inbox Zero guy, this might really help with productivity.

What does this mean for marketers?

Again, there may not be a huge impact across the board but there are definitely implications for email marketing. If any of your email subscribers use gmail, there’s a good chance your communications will get pushed to the “everything else” section. It might be a good idea to warn your subscribers and ask them to move you out of that pile. It might be a hard sell and may require an incentive, but it’s better than just hoping.

10 Marketing Resolutions for 2010

In Tips on January 5, 2010 at 1:25 am

1. I will get a handle on my database. I recently mined all of the business contacts from my own address book and came up with more names than either the Chamber of Commerce list I’ve been using or a similar search on Reference USA. That Outlook program you use every day? It’s a gold mine.

2. I will stay on top of my database. Once you’ve finished #1, stay on top of it with weekly or even daily maintenance. You get business cards every day. Don’t let them pile up on your desk or never get past your Outlook contacts. Put them in your database and contact them with your message. Even if they don’t seem like a prospective customer, they probably know someone who is.

3. I will track everything. Refuse to let any marketing message go out the door without a built-in tracking feature – landing page, unique phone number, special offer – anything to gauge effectiveness of the message and media.

4. I will have a plan. It’s a new year. Time for planning! Take advantage of that new year feeling and write out a simple marketing plan for at least for the first quarter of 2010. Even if it’s one ad in one magazine. Just do it. Then you’ll at least have some benchmark to review and expand in the future.

5. I will manage social media. The keyword here is manage. The danger is that it will manage you or it will go unused. Don’t let either happen. Resolve to use it as a tool, but set boundaries lest you become a Twitter tool yourself.

6. I will integrate with sales. The best marketing in the world doesn’t close any deals. Be sure your marketing supports your sales team by giving them what they need. It’s a fine line between guarding the brand and suffocating it. Try to do the former without the latter.

7. I will shoot stuff. On the web, pictures and videos are absolutely essential. Video is the new copy. We spend more and more time online but read less and less. And your web video doesn’t have to be Oscar caliber. Invest in a little camera. Shoot stuff. Load it up. Done.

8. I will work the numbers. How many sales do you need to make this month? What percentage of marketing contacts turn into sales? Do the math and hit your mark. It may mean more work to build that database, but not doing it means betting on long shots. Play the averages. Give yourself a chance.

9. I will not stress. Notwithstanding #8, marketing is an art, not a science. Let yourself fail. Learn from your mistakes. Yes, times are lean right now but fretting won’t improve your CTR or your revenue.

10. I will create beauty. You MUST be passionate about your message. If you don’t believe in what your selling, no one is going to buy from you. If your marketing has gotten stale or burdensome, stop what your doing and retool. Create a message and identity that you want to wear on a t-shirt and shout from the rooftops. Refused to be ashamed of your marketing any more.

How NOT to jump on the social media bandwagon

In Tips on December 14, 2009 at 5:13 pm

Here’s a short video that points to the most fundamental problem for the usefulness of social media to corporate marketing. That is, it wasn’t built for marketing. Companies are all very interested in “gaining followers” right now, but they’re applying the traditional marketing model to those relationships – using social media the same way the use broadcast media – to push out messages. That’s now what social media was intended for. It will take a lot of man hours and a lot of creativity to find the right model for best practices in using social networks in corporate messaging. Right now, no one is close. As I said in a previous post, there are no best practices for social media right now. It’s the Wild West out there. But smart minds are working on the problem. We’ll get there…

One For the Ladies

In REACH News, Tips, Trends on September 23, 2009 at 7:32 pm

Spoke to about 60 lovely ladies at the Irving Chamber Women’s Alliance Luncheon today about social media. Great crowd and fun topic. As usual, the most common question is some version of this: “Is social media worth all the trouble?” My answer: “Not if you’re asking that question. Do it if you enjoy it and you see value in thought leadership. If you don’t, go do direct mail or pay-per-click.”

Here’s one of my slides with some social media tips:

Social Media Slides.015