I was checking out the Google mashup – What Do You Love – www.wdyl.com – this morning and one of the widgets is Google Patents which had an image of the document I submitted with Tommy Unger, Erez Barak and Paul Brown on a way to research and recommend finding links. This became the link tool in Optify and was a fun project as well as some different approach thinking. I knew we had submitted the application, but never received a notification that it was accepted and through. Here’s the patent if you want to look it up http://www.google.com/patents/US20110302145 – and the pdf US20110302145-Link-Opportunities-Optify – pretty exciting find this morning!
Social Media Statistics – Why Social is the New Frontier for Customer Support
Desk.com published a very nice (LONG) infographic on social media that supports their position that Social Media is revolutionizing help desk and customer support. While I agree that social is a big deal and it is expanding the way people communicate, I’m not sure revolutionizing is the right adjective – how about evolving?
Anyhow, a couple of top level social stats that I thought were compelling:
- 1 out of every 5 minutes online is spent in social. I’d be interested to know if this swaps out other activities or is additive to total time spent online. I think the 1 in 5 minutes is accurate (depending on definitions) but it is adding to total time online vs replacing something like search or email.
- 82% of 18 – 29 year olds utilize some form of social networks. Can you say “the new normal”?
- 14% of people trust advertisement but 78% trust recommendations by friends and peers. What about advertisements on friends pages on social networks? I believe this, but getting friends reco’s on something at scale is a challenge for a lot of industries.
- 81% of small businesses now use social media. Facebook is a great way to communicate with your audience in an efficient manner. Every business – big or small – needs to have a Facebook, Linkedin, Twitter and Google + strategy.
- Customers that use social media are prepared to spend 21% more for good service. This is a stat I would challenge on the grounds of sampling methodology, but interesting way to try and slice the data.
Here’s the full infographic – enjoy!
Inbound Marketing Overview – Presentation to UW MBA Direct Marketing Class
I had the pleasure of presenting to Elizabeth Stearn’s Direct Marketing class at the UW Business School last weekend. This is the 8th year in a row that I have presented and the deck gets revised and updated every year. This year, updates include the following:
- Discussion of Mobile and how the media spend doesn’t match the time spent on mobile. Very similar situation to internet media 10 years ago.
- New media stats
- An updated POEM Media model > Paid, Owned, Earned Media
- Thoughts on Pinterest
- Thoughts on Local Search
- Discussion of Google Knowledge Graph and what that means for search
- General content updates
Enjoy!
7 Ways to Use a Marketing Data API
It seems I’m doing more writing for Optify than my own blog these days (which is fine). Here’s a recent article I posted on ways to use the Optify Marketing API to deliver reporting, insight and value. Original article published here.
One of the most under-appreciated, but important services a digital agency can perform for their clients is to make business sense of the enormous volume of data available to online marketers. The number of different KPIs/metrics, tracking systems, data collection methods and ways to view the information creates confusion – especially for businesses not born on the internet and aren’t steeped in the ways of data. The more you can do as an agency to simplify, deliver business insight and provide actions to impact the metrics positively, the more value you add to your services and the relationship.
At Optify, we are guilty of adding to the growing pile of information by capturing data in a unique way and building more holistic customer visitor profiles. Read this post on the similarities and differences between Optify and Google Analytics to understand how our data set is unique. We make the data available through an easy to use web interface AND an API which is for developers and the more technically proficient.
In this post, I’ll share 7 ways agencies can use the Optify Marketing API to improve data clarity with their clients:
- Stand-alone dashboard. We’ve created several versions of a stand-alone dashboard that pulls raw data into an Excel spreadsheet, organizes the data using pivot tables and publishes to a dashboard tab with tables and charts. The screenshot image with this blog is an example of one of the dashboards.
- Cross site/intra-organization reporting. For clients that have Optify organized into multiple sites under a single organization – each country is an individual website or multiple brands – the API can function as a method to roll-up information across these different sites into a single overview for tracking and management.
- Cross client reporting for an agency – In the same way the marketing API can be used for reporting for a single client with multiple sites, an agency can use the API for rolling up performance across client sites for internal performance reporting and monitoring.
- Cross company/cross visitor scoring – The Optify data is very good at building profiles at the individual visitor level which means that if multiple visitors from the same company interact with a site, we will generate a profile for each visitor. We’ve used our API to understand how companies, with multiple visitors, are engaging with a website. This approach is particularly helpful with a longer, more extensive sales cycle in which multiple people are accessing the client’s site.
- A feed into a broader dashboard pulling from multiple sources – In this scenario, an agency can use the Optify data as one element of a broader dash boarding system that includes data from outside of just Optify such as social signals, pipeline information from a CRM system, etc.
- Adding individual data elements to a CRM system or customer service infrastructure – Optify integrates seamlessly into Salesforce with our Salesforce Lead Generation Application – but other customers have taken our API data and added it their CRM and Customer Services systems.
- Deep analysis at the page or visitor level including marketing attribution. Since Optify tracks website interactions at the individual level over time – including which pages the individual visitor engages with, we have a unique view of which sources a visitor uses to access a site (direct, paid search, organic search, social, referral, email, etc.), when they convert to a lead (complete a form) and how they perform in the sales pipeline (in Salesforce). For sites with large amounts of visit data, this individual view data set forms the foundation for a true marketing attribution model or a page level productivity analysis.
The beauty of data API’s in general is the flexibility of uses – either as stand-alone source of analytical data or as a plug-in to other systems. The marketing API from Optify is no different and delivers a unique view of customer interaction with your website that can serve multiple purposes. I’ve listed seven here, but I am sure there are many more.
Let us know if you have any questions, comments or have other ways to use the Optify Marketing API and please share this post!
Better SEO Through Targeted Content Marketing
I wrote this article for Website Magazine which was posted earlier this month here. Here is the full article for Brand Digital reader enjoyment.
Search Engine Optimization (SEO) and Content Marketing are two critical components of inbound marketing and have moved beyond silo’d visibility tactics to an integrated strategy to drive high quality visitors and prospects to your website. They are critical components to your core messaging on your website and dramatically affect how you talk about yourself to bring the right visitors that have the highest chance of becoming a customer.
Your content marketing strategy will provide the biggest boost to your organic search visibility if you follow these four rules:
1) Know your key personas – intimately
2) Write to all stages of the buy cycle
3) Talk outside-in vs. inside-out
4) Write in the same direction
Know Your Key Personas – Intimately
We all know how important it is to know your customers, core audience and key personas. This insight influences product development, customer service, sales close rates and marketing. This applies directly to the content you create – especially for B2B companies – who usually have a limited content creation budget (time or dollars). The clearer the picture of your personas are, the more targeted your content creation will be resulting in higher quality visitors that are closer to your ideal prospect.
In order to make the persona work actionable for your keyword and content strategy, we answer the following questions for each persona:
- What are the main types of business problems the persona typically needs to solve?
- How does your product or service provide solutions to these problems?
- What are some specific tasks the searcher wants to accomplish?
- What are some sample search queries the persona might use?
- What can the site provide that will cause the searcher to accomplish this task
- What is your business goal for the visitor? Lead gen? Newsletter sign-up? Demo?
- How will the searcher be motivated to complete this business goal? i.e., what’s the offer or incentive? What is the call-to-action?
With this intimate knowledge of your audience in hand, you can craft more relevant keyword and content topics. The following is an example of the matrix we build for each key persona to helpdevelop keyword and content strategies:
Write to All Stages of the Buy Cycle
A lot of B2B websites build content around their brand and products/services. Obviously, this is super important when people discover your brand to move prospects towards a lead and sale. However, this focus leaves out the much larger potential audience (your Key Personas) of those who don’t know your brand and are looking to solve a problem, looking for companies that are in a category or are comparing other brands for consideration.
Here are the four main stages of the buy cycle to build content for and the appropriate types of format for each:
Today’s B2B websites must get out of the role of simply a glorified brochure for the company’s products and into the role as the authority in your industry. This is the best way to achieve organic visibility success. Writing to all stages of the buy cycle helps you achieve this.
Talk Outside-In vs. Inside-Out
How you talk about yourself and market yourself, dramatically impacts how well you are found via organic channels – especially SEO. If your website is driven by a brand perspective that creates new phrases to describe what you do that is unique to your communication, you are not creating a true differentiation in your product, but new words to describe something that prospects don’t understand. If you have a large marketing budget to create searches for these new words, great. But most companies – especially smaller companies – don’t have this luxury.
We see examples of this tension between what the brand marketers tend to want – unique concepts to describe their positioning – versus what the direct marketers tend to want – clear language the speaks to the category and specific solutions that are high traffic search terms – at all types and sizes of companies. Here are two examples:
A major marketing automation company has positioned themselves as a provider of “Revenue Performance Management” software. This term could mean many different things to different functional perspectives, but the core term for this category of service is marketing automation. “Revenue performance management” has about 590 searches in Google in North America per month while “marketing automation” has 14,800. This tells us that marketing automation is a better known term and more people are looking for this type of solution than “revenue performance management.”
Another recent example is an agency that describes their custom content management system as a “publishing strategy” capability. They rank very well for the phrase “publishing strategy” but have had zero visits from the phrase because very few people are searching for it whereas content marketing is a very hot topic right now, has a much higher number of searches and fits the agencies core capabilities very well..
The lesson here it to review your current and future messaging from the point of view of a persona that does not know about your brand, focus on true differentiation/value proposition and create content that they will understand without needing an explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an important input into your content marketing planning.
Write in the Same Direction
Content creation and SEO is no longer limited to the marketing department and copywriters. Blogs, social media, press releases, video, podcasting, etc. has created a plethora of ways to easily publish content to your company and other industry related sites. Profiles on Facebook, LinkedIn, Twitter, SlideShare, Pinterest, Google + mean that there are MORE places to fill with content. All of this communication impacts your brand and visibility – positively or negatively.
One of the most important things you can do to amplify your content strategy is to get as many people in your organization to understand how their work can impact the SEO program and what they should to contribute. By giving them the education and the game plan for what key messaging and keywords are reinforces the central promise of your business.
Here is the approach we have foundsuccessful:
- Get executive sponsorship to back your SEO/Content initiative. Without a strong top-level executive supporting this process, you will run into major barriers. Assign someone in marketing as the leader of the effort.
- Assemble a tiger team of people from different parts of the organization including: Marketing, Editors, Web Development, Social, PR, Sales and Executive. Include them in the persona development, keyword recommendations and content strategy development process.
- Build a list of blog, article, whitepaper and webinar topics that align with the keyword strategy. Create an editorial calendar that aligns the proposed topics with keywords. The team leader should manage this list.
- Open up the opportunity to become an official company blogger to the greater company. There are many people in your organization who are currently writing or would like to write and boost their own profile. Each one of these individuals also has their own social network that they can publish to when they write.
- Baseline metrics around organic visits, engagement, leads/business goals by source, size of social networks, track individual story syndication, etc. This topic alone is an entire whitepaper!
- Meet with the greater blog team monthly, review results and celebrate those who have seen the most engagement and syndication (we give out Amazon gift certificates).
- Rinse, lather and repeat. Organic visibility through content and SEO must become part of your company DNA to be successful – it is NOT a one and done project.
It’s a Marathon, Not a Sprint
Changing the core messaging and approach to content creation is not easy. The larger the organization, the more challenging it is to get approval and buy-in to build a sustainable content marketing program that will significantly move the needle in SEO. However, once the process is defined and rolling and you start to see the results, this type of marketing will be the foundation for sustaining and growing your business for years to come