October, 2011


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Inbound Marketing the Way God Intended


Image via Wikipedia. Last week I asked my management team if what we do at Abraham Harrison is inbound marketing. Or at least the deities who wrote the Cluetrain Manifesto , where markets are conversations. Earned media is hard.  How do you get loads and loads of unpaid citizen journalists to make a gift of their valuable time and platform? It must be just short of impossible. Let me explain.

The Long Tail of Blogger Outreach


Image via Wikipedia. I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time, and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows, and A-listers.  The value comes from penetration, permanence, perseverance, and persistence.  The Internet is such a gift. 

Can Barnes and Noble engage Borders customers?


Image by markhillary via Flickr. Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. ”  And that was back in January 2011.

You’ve probably over-farmed your donors’ land


Image via Wikipedia. When it comes to your direct mail campaigns, you’ve probably over-farmed your land. You’ve been emailing and snail mailing the same donors you have done for a decade. It is time to leave the land fallow and let the lists rest. Well, in agriculture, it is possible to over-farm your land.  Letting lists rest is not optional, it is essential. Or fertilizers?

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Why You Should Be More Like Steve Jobs


Image via CrunchBase. Steve Jobs’ tragic death yesterday resulted in great accolades, making it easy to forget that he took a lot of criticism for his leadership style during his tenure at Apple.  I think businesses would do well to study the Steve Jobs leadership method and take a few pages from his playbook. The The bottom line in business ultimately is more than just having a vision.

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Why Meta Data Still Matters in SEO


Image via Wikipedia. The search engines have evolved a great deal in the last fifteen years. They’ve gotten a lot smarter, meaning that it’s not easy for a website to get a good search ranking. Back in the day, website owners would cram lots of keywords into the meta title, description, and keyword tags in the code and get noticed by the search engines. Now it’s not so easy.

Do you appreciate your blogger network?


Last week, I talked about using the long tail of blogger outreach –the idea that you can’t pin your hopes for most public relations efforts on only the A-list bloggers. For blogger outreach to work, over and over, you need to be endlessly generous and endlessly appreciative. And the main way that you show your appreciation is to do as much of the work for them as possible.

You DO know what to say in social media


Image via CrunchBase. talk to folks about social media all the time. One of the things that I notice right away is the fear. Most people are worried that they don’t know what to do in social media. They are afraid that they will make a mistake. That they will say the wrong thing. Or, they fear that they don’t know what to say at all–even that they have nothing to say. All these fears are real and you might be experiencing some of them yourself, but you don’t need to. I’d like to convince you that you really do know what to say in social media. Got it?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Don’t be afraid of fake reviews


Image via CrunchBase. Last week, I talked about how you really do know what to say in social media. I got lots of nice feedback on that post, but I know that some of you are still skeptical. know that some of you still believe that old PR maxim to never dignify a scurrilous story with a response. And, I am here to tell you that you are wrong. More on that magical power later.) Internet Marketing

Social business and the workforce: ROI, risk and reward


Image via Wikipedia. It’s been seven full years since O’Reilly Media organized the first Web 2.0 conference , and a handful of years since terms like Enterprise 2.0 and Social Business were introduced to our business jargon. experimentation, I would dare to affirm that very few of them–or none at all–have made a complete transition from the so-called 1.0 It’s not.

How deeply do you respond to customers in public?


Image via Wikipedia. Recently, I wrote a post that recommended, “ Don’t be afraid of fake reviews ,” to help business owners know how to respond to an angry post in social media. That advice was questioned by one correspondent, who asked, “How deeply do you respond in public?” My questioner wanted to understand the nuances better. Clearly, What is right?

Are Local Websites Like the Internet’s Old Gray Mare?


Image by Kerri-Jo via Flickr. You know that I talk a lot about local marketing. But more and more what I am noticing is that huge changes occur for local websites so quickly in this industry that itself is not very old. ” But I do know the song, and it’s got me to thinking lately. The old gray mare, she ain’t what she used to be, Many long years ago. No surprise there.

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Optimize Your Web Site Search


Image by music2work2 via Flickr. My monthly Biznology® Webinar Tuesday was called “Optimize Your Web Site Search.”  ”  I talked for 30 minutes about how to help searchers find what they want on your Web site.  Did a frustrated searcher just ask again why your site search engine stinks? When you add it all up, it’s a wonder anyone finds anything with your site search engine.

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E-commerce innovation, and it’s not from Amazon


Image by Creative Tools via Flickr. If you’re like me, you spend a lot of time looking at how Amazon does business. And for good reason. Amazon seemingly sells everything under the sun and they have been the standard for e-Commerce innovation since–well, since e-Commerce has existed. So, I have found a shopping experience that has innovations that I haven’t even seen at Amazon.

How to protect your trademark online


Image via Wikipedia. In the quaint old offline world, things move slowly. If you have a good name for your business or your product, you know exactly what to do. It was so simple back then, wasn’t it? But it’s a brave new online world now, and you have to worry about all sorts of other names, ranging from domain names to search keywords to social media IDs.

Kangaroo: When Marketing Works


Image via Wikipedia. Oftentimes we learn the most from the simplest interactions that directly impact our own lives. We can then tell others of our experiences more clearly because the experience we had was quick, concise, to the point and not cluttered with much of what we see in today’s world. The Background. The Mission. Coffee, Frank? Really? Yup, coffee. No more “easy access” coffee. Nice job.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Are you launching sinking Web sites?


Image by Scoobyfoo via Flickr. When I was in Stockholm last month, I visited a very cool museum dedicated to the Vasa ship , a huge Swedish warship launched in the 1620s. The ship was on display for all to see, with lots of explanations about the way it was built, what life was like back then, and many other interesting facts. But this is not your standard museum of history. Yeah, that was no typo.

Can Barnes and Noble engage Borders customers?


Image by markhillary via Flickr. Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. ”  And that was back in January 2011.

It’s a Google World and that’s fine by me


I will admit that I am on the higher end of the social media user scale with regard to age. If you are that curious, I am 47 years old and have been working in the Internet space in some form or another since 1998. I am not a truly technical person but I can make my way around a little. I am not some social media or tech super user but I would suspect my involvement is on the high end in my age group (considering how most of my lifelong friends use it). So why am I not like many others and jumping up and down about Google’s supposed domination of the online space? Most services are free.

Marketers must ask themselves, “What’s your story?”


Image by ntr23 via Flickr. If I asked you what’s the most important part of your marketing, what would you answer? Would you choose search? Social? Email? Remarketing? Display? What What if I told you the answer is none of the above? Search, Search, social, email and the rest are excellent marketing tools. But, they’re nothing more than tools. So telling that story, or b.) Look at Nike.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Blog Guest Posting: It’s a Privilege Not a Birthright


Image by atduskgreg via Flickr. What I am writing here is not a reaction to the great posts that Chris Abraham wrote recently here at Biznology: How to pitch a blogger and How NOT to pitch a blogger. In fact, after you are done reading this you may want to check them out for a real professional’s take on this subject! :-). Don’t get me wrong here. It’s simply not necessary. Now, don’t get me wrong.

When social media destroys a career — The business case for being a fake

grow - Practical Marketing Solutions

A guest post by {grow} community member Leslie Lewis. Leslie Lewis is not my real name. You don’t need to know my real name, and you may never know it.  Here’s why. I’ve worked in social media since 2005, and I knew I needed a tightly controlled message and presence online.   You could Google my real name and find my blog, or find me on Twitter, LinkedIn, Flickr, or Facebook.

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Dear social web, Let’s try keeping it real.

grow - Practical Marketing Solutions

I hesitate to be drawn into the Klout firing line again but I have had so many requests from the {grow} community to comment on the Klout Meltdown this week that I guess I need to respond. At the risk of adding to Klout weariness, here are a few observations. My Klout score dropped from 82 to 64. Who cares?  My wife and kids still love me. Funny. They’re the same level now. agree with him.

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10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. Thou shalt sell the offer, not the product. Thou shalt use benefits, not features. What did I miss? ”

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2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” – ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. The answer: You don’t.

A glimpse of the next generation of social media entrepreneurs

grow - Practical Marketing Solutions

By Neicole Crepeau, Contributing {grow} Columinst. One of my children attends a private school that is offering a new class called “The Evolution of Society.’  ’  I recently had the opportunity to sit in on this class and if the kids in this course are any indication, watch out!  The next generation of entrepreneurs is going to rock the world! To kids, free is just part of life.

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The business case for Facebook, in one sentence

grow - Practical Marketing Solutions

What is the most-debated question in social media today?  One candidate is,  “Should my company have a Facebook page?” ” The tension comes from several angles. It could be due to: The company is not culturally-ready to deal with comments from real people. The company has whacked-out expectations about how sales will increase once they have a Facebook page. ” Think about it. 

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What is Web Presence Optimization, and Why Should I Care?


Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively,  SEO on steroids. And getting found is the necessary first step to winning that business.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

7 Ideas for Advanced Social Media Education

grow - Practical Marketing Solutions

For the past three years I have been teaching college or graduate level classes in social media marketing. Executives are clamoring for the next level of education in this area and so I’ve been wondering … what would an Advanced Social Media Class look like? What new skills and ideas would go into the next level of social media education? How do you organize to optimize?