Archive for the ‘Marketing’ Category

General rule of thumb,
if they mention you and/or your company,
then you deserve a link.

My boss was interviewed by a big magazine that published both off and online. He gave some great info and insight into running an exterminator business. What he forgot to do was ask for a link. While this should happen naturally from writers/editors, it doesn’t. Perhaps I live in a dream world that would deem that linking to your source as ethical. Maybe I am alone in thinking that writers should know to link out. Perhaps someday, but for now on my boss has been advised to proceed as follows.

ASK FOR THE LINK BEFORE THE INTERVIEW

It’s really very simple boss, when they quote you they need to do the following:

“Adam Seever, CEO of Bulwark Exterminating, says…”

If it’s an exclusive interview of you then they should conclude with an about section or begin with an introduction were they can build up more of your expertise. You can get a few more links in if it’s an exclusive interview.

“Today we are interviewing Adam Seever, CEO of Bulwark Exterminating, who has used database technology to create www.ScorpionReport.org

In the past I would have pushed for an anchor text link for targeted keywords like pest control , and if I author a guest post for someone then I typically do drop in such a link, but today Google wants to see more of your branded keyword linking to you over heavy anchor text links. You can still accomplish this in an interview if you reference something you have written elsewhere online… “In my recent article on ant control I showed how statistical evaluation of treatments..”

You can also have them drop in easy links under a bio that lead to Find Bulwark on twitter, Follow Bulwark on Facebook: http://facebook.com/bulwarkpestcontrol Read Bulwark’s Blog

These are just a few thoughts on how to get valid links through interviewing or blogging. But don’t over do your linking. If you submit an article to me as a guest blog post with as many self promoting links as what are in this article then I’d reject your article submission. I think 1-2 selfish links per article is permissible. More links are acceptable if they are not self serving. So if you want to load up a few more links then link to your friends.

English: Bulwark Exterminating

Image via Wikipedia

Want to guest post? Then contact me: @Thos003

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So I am enjoying my Search Marketing Expo experience giving a few tidbits on local search seo and customer experience and I find this…

Spot lights to bring in new customers.

Spot lights to drive out current customers.

If you didn’t catch it, the spot light brought in to attract more customers to this San Jose hotel was spot lighting the windows of it’s guests. The reason I noticed the windows was because a guy in one of these rooms was standing with curtains open and arms spread out wide. While this is one extreme example of marketing efforts that piss off customers, I believe that this happens on a regular bases. Have you ever seen a company offer a promo for a cheaper price for new customers? What about the guys that have been paying you for 5 years? Or what about lavish spending? There are a number of cases when marketing screws up perception. In this particular case, it wasn’t just percetpion but a direct customer satisfaction conflict. Marketers listen up, customer service is not it’s own silo!

Marketing is actually most often the beginning of customer service. The marketing message sets expectations. Customer service is based on expectations. Customer service is often tasked with being the ears of an organization, and marketing the mouth. In conversation marketing these should be used sysyncly.

DON’T SEPARATE MARKETING AND CUSTOMER SERVICE.

Samples of facebook ads and the change that the new facebook timeline layout has on the facebook ad space.

Old Facebook Layout with Traditional Ad Space

Old Facebook Profile

New Facebook Layout with Slimmer Ad Space

New Facebook Layout

Side by Side Mitt Romney Ads

Bulwark Pest Control Ad

110 x 80

Image size in facebook ads are 110 x 80.

Full post on Dream Systems Media : http://www.dreamsystemsmedia.com/blog/index.php/facebooks-new-layout-changes-ad-space/

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Today’s email brings to mind a number of great questions… Read the following for a peek into the future of digital marketing attribution.

Attribution’s Value to the Customer Intelligence Function By Bill Muller, Editor

With the emergence of the Customer Intelligence (CI) function within many enterprise-sized marketing organizations has arisen the desire to look at customer behavior across the entire marketing ecosystem. Inherent in attribution modeling’s functionality is the ability to do just that – to not only scientifically assign credit to the channel, campaign and campaign traits that helped marketers achieve success by whichever key performance indicators they choose, but also to associate that media performance success with the demographic and behavioral traits of given audience segments.

Let’s look at just three examples of CI value that can be drawn from the attribution process:

Customer Value

As transactional data that’s associated with customers is fed back into the marketing attribution process, it can be married with media performance data and customer demographic information (that’s collected through the transaction process, surveys, or via overlay by any number of third-party data providers). As a result, algorithmically attributed media performance can be identified for an organization’s highest value customers, or by those with the highest propensity to convert, or by those with the highest propensity to be repeat buyers – as defined by the demographic and behavior traits of a particular customer segment. Armed with this information, CI professionals can advise their online and offline media buying colleagues to adjust their tactics by customer segment to increase LTV, conversion rates and yield.

Mapping the Funnel

By analyzing the demographic characteristics of customers whose marketing performance data has been fed through the attribution process, CI professionals can also identify the tactics that produce the best results at each stage of the conversion funnel – by audience segment. Which channel, publisher and offer serves at the first touch (“introducer”) for the customer segment with the highest LTV? Which combination of tactics serves as the last touch for the segment with the highest propensity to be repeat buyers? For the highest value customer segments based on several different key performance indicators, what do the ideal conversion funnels look like? With answers to questions like these, the CI function can not only advise the rest of the marketing organization on which tactics produce the highest results by customer segment, but can also prescribe at which funnel stage and in which sequence those tactics should be executed.

Assessing Lag Time

There are numerous “lag time” metrics associated with every customer’s stack of touchpoints on the path to a conversion. The time between every milestone – first impression, first click, first website visit, last impression, last click, last website visit, conversion, etc.-can be calculated, and as with the examples above, can be associated to the demographic traits and media performance of the highest value audience segments. With the intelligence gleaned from this analysis, CI professionals can advise media professionals on which audience segments have the longest and shortest lag times between critical milestones in the conversion funnel, the lag times for the highest value segments, and which media tactics should be employed to produce faster conversions, higher value customers, and the greatest return across the entire marketing ecosystem.

Just Scratching the Surface

Though attribution is rapidly on the rise within the media buying function at many organizations, the Customer Intelligence function is rarely taking advantage of the cross channel touchpoint intelligence that only the attribution management process can provide. But as these professionals begin to experiment with attribution and incorporate it in the value-add they provide to their media buying colleagues, it will undoubtedly become their default methodology, never again choosing to look at audience characteristics in isolated, non-attributed silos.


Articles From Industry Publications


Can Online Marketer’s Lead the Charge for Analytics & Attribution?

By Manu Mathew, Co-Founder & CEO, Visual IQ
Published in Marketing Land

By Manu Mathew, Co-Founder & CEO, Visual IQ

Published in Search Engine Land

By Anto Chittilappilly, Co-Founder, President & CTO, Visual IQ
Published in Online Metrics Insider
In This Issue
Attribution”s Value to the CI Function
Can Online Marketer’s Lead the Charge?
Search Campaign Optimization
Attribution’s Insights Not Always A Straight Line
White Paper
Note to The Editor
Have feedback to provide on the content of this issue? Want to suggest a topic for a future issue? Drop a note to the editor here.

Attribution in 2012 and beyond

To think that analyzing touch points, lag time, and buying behavior has become so systematic and trackable is amazing. Marketing philosophy a decade ago only mentioned these processes, never before has a company been able to document these. Marketing in the past simply just gave into overlap of marketing. You show a message on TV, they see and ad in magazine, they hear your name across the dinner table… 21 impressions… 7 touches before a buy… ALL OF IT GUESS WORK. In the past you really just needed an intuitive guess on what was working. The way of the future will allow even more accurate tracking and documenting of the elusive touche points it takes for a customer to buy.

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A Promoted Tweet on Pest Control term by an electrical company?

“Technology has to be invented or adopted.”  – Jared Diamond

Okay so this is a cool quote and all, but why?

Why would GE want to promote this tweet on the pest control stream? Where is the connection? Did someone just do some keyword research and find pest control related to technology?  Are exterminators a large consumer of light bulbs? Sorry, just not getting it.  Pest Control Technology… Hmmm…. I mean there is a pest control technology magazine. And I often feel that Bulwark Exterminating is becoming more of a technology company than a residential pest control service… but still not getting the full picture here.

I guess the plus side to this is that I am blogging about this simply out of awe. But does it make me more inclined to buy from the promoter of said tweet?

Pubcon-Pest-Control Guy -Austin TX

Image by Thos003 via Flickr

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So yes, twitter can be a great place to get traffic and twitter is a link building tool. Dan shows us just where to place links for optimal Click Through Rate (CTR). So the best link placement in twitter per this data is about the 25% mark, or about 20 to 30 characters in. Hmmm, that would be right about where a mention would end. ( @DanZarrella Check http://www.this.com out! ) Which actually leads me to believe that the social side of social media is actually pushing the effectiveness of a link. No statement on if mentions effected the CTR.

And if you want to know just how successful your twitter links are at driving traffic then try using a link shortner: Bit.ly, Goo.gl, Tiny.cc

But is there a correlation with link placement in a tweet and SEO? My guess is “No”.

 

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Likable = Linkable

DSC02681

Image by Hug It Forward via Flickr

Twitter is a great tool for engagement. Yes you should use twitter to build links. You find like minded individuals. You share content with them. You tweet out their good content. You make comments on their blogs. You get invited to guest post. You build relationships, you build links. The best links come from humans, not bots, not tools, HUMANS.

In the same stroke. A relationship is about give and take. Again, yes, you should use twitter to build links. But tweeting out self promoting links every 5 minutes, or 10, or even hourly just to build links will sabotage your relationships. ( see rule #3 Thou Shalt Not Blatantly Self-Promote ) So I try to avoid too much self promotion on my own twitter stream. I don’t use my twitter stream to build links for me. I don’t want to loose influence with peers by flooding my twitter stream with ME, ME, ME. I know, as a pest control guy I probably don’t carry too much influence… Even more the reason to guard what little I may have.

No relationships = No Links

FYI- The best links I get and give from twitter usually come from behind the DM curtain. 

( find me on twitter @Thos003 )

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This is a nifty new addition to your link option in wordpress.

“or Link to Existing Content

Now when building a link you get the option to simply link back to one of your articles on wordpress. Good move wordpress. This pest control guy gives this 2 thumbs up! We like simple and we like links!

It all started with a little success from a place called Groupon.

Groupon raked in huge coupon marketing success. Google wanted to buy, Groupon said “No”. Google Offers was born. Living Social (the firstborn), Kudzu Deals, Facebook Deals, Phoenix New Times…. The list of companies trying to compete in this seemingly new and fantastic coupon space is growing… and growing… and YES AMAZON jumped on board. Here is my first email from Amazon Local, received today.

And they just assume that you want to be in on their local coupon deal email list… But you can simply unsubscribe with the link at the bottom of their email. (Doing that now)

Unsubscribe from Amazon LocalThat was pretty easy. First and Last Email from Amazon Local.

Haven’t you ever heard of Coupon Dependency?

This marketing tactic is very inciting for small businesses. It seems like a win because if you can still have a break even at 50% off then it’s worth it. Heck, if you can make a small profit as a restaurant by offering a $10 deal to get them in the door and spend more then it sounds even better. At the very least, they know that this marketing tactic is actually reaching an audience. But if you are having to double the price of your Phoenix Iron Gate to drop it down to get 75% off, then you risk loosing trust. And trust is the most valuable piece of any business.

Most marketing tactics for local businesses carry so much unknown, that small businesses can’t find that trust to take take the risk. This coupon deal produces real people. And nothing draws a crowd like a crowd. The down side… What crowd are you drawing? Are you drawing in the penny pincher, non tipper? Is that your ideal customer? Before you charge off down a road of coupon mania, you might stop and look at where that road leads. Coupons are not a complete marketing strategy.

Do you want twitter followers? Well this a little on why I follow or unfollow people on twitter. Not claiming any secrets on how to gain followers. But perhaps a little honesty from a pest control guy could help one figure out this twitter thing.

 

Follow:

I follow people that are willing to converse with me. If you follow me and have a conversation with me on twitter then I’ll usually follow you. If you follow me and respond to a DM of mine, then I’ll follow you. I have a lot of conversations in private. There is a lot that is said behind closed doors. I find those conversations very valuable. There are a lot of people that I check in on, but don’t follow. I use lists.

Unfollow:

I unfollow people that self promote too much. I unfollow people that publish just links. Sorry, but if you if I do follow you and you unfollow me, then I take that as a sign that you don’t want to openly converse anymore and I’ll unfollow you. And yes, I trim down my list on occasion, so if you’re not following me, or not conversing with me then you’re probably not making the cut. Sorry Bob.

Image representing Facebook as depicted in Cru...

Facebook:

Facebook has been a bit more private use for me so I only allow people I’ve meet in real life into my facebook circle. But don’t worry, you’re not missing much if you aren’t there. I don’t facebook much.

I’d also like to thank Kenneth Gonzalez for his engaging conversation that help spur some of this post. Find his blog at,  http://blog.engagedconsulting.com/ … Now back to that problem of me following 666 people. Sorry but need to change that. If you still say, “I don’t get twitter.” then you should read some of the following articles. Or just start posting comments and questions below. …Its called engagement.

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