The combination of the Internet, Web, and the democratization of business technology has almost unrecognizable. Today a small, nimble, smart adapter has a competitive advantage over their larger, slower moving, 'we've-always-do-this-this-way' competitors, but the meeting web environment and digital technology is one thing, how use them effectively is another thing. Not every trendy gimmick social networking, user generated irrelevant and useless tactics voyeurism virus productive business communications.
The Day Dinosaurs Died
Like the dinosaurs that once ruled the world, huge companies that once dominated the giant business landscape has become fat and lazy, relying on muscle rather than brain, the statistics rather than understanding, and technologies rather than insight.
As these companies become larger, they become top-heavy, corrupt, and stagnant, throwing their weight around rather than innovate and adapt. Oh yes, boys are still there, still doing what they always do, jump on every trend 'du jour' promoted by the 'blogosphere' with no real understanding of what can be achieved, but hell, they think if they throw enough you-know-what on the wall in part tied to a stick, or so they hope.
But the handwriting on the wall, the internet giant meteorite had hit these companies right in their balance sheet and they fall into irrelevance. List of companies that have become extinct giant grow, and a trip to Chapter 11 continues.
So how does a smart, fearless, innovative thinking, business decision-makers to take advantage of Web capabilities and even the field? The answer lies in their ability to use the Web as a persuasive communication media.
Persuasive communication
Web is really a very simple concept: it is a place that allows you to communicate your message to your audience. What could be more simple, but what kind of democratic, it was a mess: a mixture of very good and very bad, and many are mediocre in between. And in today's crowded Web-centric business environment there is little room for mediocrity.
In the final analysis of all marketing, branding, positioning, advertising, and public relations is about communicating a persuasive message that attract attention, arouse interest, stimulate desire, triggering experiences, produce memories, and ask for action. And what that allows Web-communications tools give you the best opportunity to deliver such a persuasive message? Web Video.
Persuasive Web Video Communication
Web has some of the most effective creative video presentation you'll never want to see, and also has some of the worst.
Easy to use and relatively inexpensive technology has created a large number of do-it-yourself effort. Some DIYers do it because the cost, others do so because of ego, and some of the characters they're smarter than the people who do this for a living, and in some cases they may be right. Not all professionally produced Web-video is created equal. If you are the Web-video team does not encourage you to be daring with a focused, decisive, to distinguish the message, then you've hired the wrong person.
Communication intended to persuade the complex, which requires a better understanding of how the message is communicated rather than the technical production problems. When people watch a video, what they see is much more susceptible to both intended and unintended nuances of a simple face-to-face conversation.
Every Move You Make, I'll Be Watching You
"Every step you make, every vow you break, every smile you fake, every claim you stake; I'll be watching you."
- From the song 'I'll Be Watching You' by The Police
Everything a person does or says is a sign, not only communication but also a clear intent underlying subconscious subtext. Personally, people have a built-in filter monitoring system-irrelevant verbal and non-verbal harassment, interference and eccentric, but on your Web site, in a video, they have enlarged and performance problems can destroy the entire presentation.
In his book 'The message, the verses, and Meaning' Marcel Danesi said, "Man deliver more than two-thirds of their messages throughout the body, producing 700,000 physical signs, the different posture 1000, 5000 is a hand gesture , and 250,000 is the facial expressions. "
If your website does not have a video presentation, and not just rely on text communication, you are handicapping your business the ability to persuade, convince, and convert website visitors into clients. And, if you have videos on the site, but did not produce the intended results, may conflict with the verbal communication non-verbal messages, creating confusion and mistrust rather than trust and understanding.
Forget all the things you think your website should do; the most important and most important goal is to provide effective communication to your audience.
A Recipe for Web-Video Communications
Web-video persuasive communication is a complex process that involves a lot of creative and technical talent, and psychological insight to performance problems: scripting, casting, producing, directing, editing, music, and sound design, all equipped with the psychology of communication, emotional resonance, and intelligent business is required to make effective presentations.
Ingredient One: Get Their Attention
Job one is to get people to take the hand from the mouse and paying attention; is equivalent to someone shouting, "hey you" in a crowded room, everyone stopped and turned around to find out what happened.
Mark Hughes the author of "Buzzmarketing" suggested six criteria that provide a hey-you-pay affecting attention: the taboo, the unusual, the funny, the outrageous, incredible, secret, and titillating. Which of these criteria you choose to use depends on your brand image, your audience and your message.
All of these elements separately or in combination may result in stop-look-and-listen effect you want as long as they are appropriate for your target audience.
Ingredient Two: Making Flowers
Sarah Wood from naughty Media, a company that specializes in viral seeding points are paid higher value relevance as an additional key ingredient, but what makes the viruses to be objective interests, persuasive, viral marketing communication.
The relevance of high value is based on connections made through your video presentation. If your video is not echoed in some way, you will lose your audience. Resonance can be formed through the players' personality, dialogue delivery, the scenarios presented, issues discussed, point-of-view perspective, and / or emotional content.
October 10, 2009
October 02, 2009
Right Marketing Mix Using Social Media.
For months we've read articles about how the business should develop a presence on Twitter and Facebook Page built as part of the SEM purposes. Now, with social media established in equipment from our online marketing efforts, how can we take best advantage of the two giants of social media?
As if to demonstrate their power in the market these days, both Twitter and Facebook (to a lesser degree) have been targeted and treated painful Denial of Service (DoS) attacks and, as a result, many hours of downtime.
With Twitter hackers determined to bring down to earth, he admitted that the defensive measures have been taken even in the company to drive out further attacks, a third-party application developers who have been using their application programming interface, was found vulnerable.
In a similar vein, the social networking site Facebook is also affected by DoS attacks, but apparently not quite so threatening as one who knocked singing from its perch on the same day.
Social media, as a phenomenon, has taken the online marketing through the back of his neck and placed it in the control of the general public. Basically, the traditional search engines, where the sound is often bought and traded by the magic-of-hand SEM tactics, have now delivered on the platform where we decide our choice of content. Not ideal, but popular.
But how do we achieve success in this and what to mix it? Let's see how some "big guns" treat social media?
One of the best marketing campaigns I've seen on Facebook page is that Coca-Cola. They use methods very sophisticated marketing, such as heading, "Coke Random Fact: Coca-Cola translated into Chinese means" Delicious Happiness ".
And not to be outdone by the world's addiction to everything green, another post from a company that said: "Recycling in the United Kingdom Sunday, and to celebrate, Coca-Cola launched a giant statue is made from recycled aluminum cans! So, when you Coke is empty, please Give Back. "
Posting them is multi-language, too. But I do not see the trends used in the "open market": no sooner they try to have the Chinese and the environment in their pockets, they go after the dog lovers, "Puppies love Coca-Cola, and the feeling is mutual!"
This is not a line that can be easily removed by the SEM: "Puppies love Google Sitemaps, and the feeling is mutual!" not enough work, right? Instead, they have tweets set to become much more interactive with the public and in many consider the company has the marketing mix of place-on.
Because of Google's business model and customer base, that, of course, different. It should. Many of the posts on Facebook explaining new products and services with more exciting mix of posts like, "Check out this cool video that shows the Google Chrome logo is built from Lego!" and "Are you explored the Moon in Google Earth yet?" Not to be left out of growing environmental bandwagon posts, they write: "If you're spring cleaning solar panels?" where they have been "collecting 1.6 MW solar installation at our headquarters in Mountain View in the year 2007 ..."
The BBC has listed them on the Facebook Page under Entertainment & Arts - Television simple parts and provide a link to their website and have provided a discussion board used bad - in my modest opinion. As news outlets, they seem far more concentrated on the use of Twitter, because Breaking News alert, with 172,756 followers.
As if to demonstrate their power in the market these days, both Twitter and Facebook (to a lesser degree) have been targeted and treated painful Denial of Service (DoS) attacks and, as a result, many hours of downtime.
With Twitter hackers determined to bring down to earth, he admitted that the defensive measures have been taken even in the company to drive out further attacks, a third-party application developers who have been using their application programming interface, was found vulnerable.
In a similar vein, the social networking site Facebook is also affected by DoS attacks, but apparently not quite so threatening as one who knocked singing from its perch on the same day.
Social media, as a phenomenon, has taken the online marketing through the back of his neck and placed it in the control of the general public. Basically, the traditional search engines, where the sound is often bought and traded by the magic-of-hand SEM tactics, have now delivered on the platform where we decide our choice of content. Not ideal, but popular.
But how do we achieve success in this and what to mix it? Let's see how some "big guns" treat social media?
One of the best marketing campaigns I've seen on Facebook page is that Coca-Cola. They use methods very sophisticated marketing, such as heading, "Coke Random Fact: Coca-Cola translated into Chinese means" Delicious Happiness ".
And not to be outdone by the world's addiction to everything green, another post from a company that said: "Recycling in the United Kingdom Sunday, and to celebrate, Coca-Cola launched a giant statue is made from recycled aluminum cans! So, when you Coke is empty, please Give Back. "
Posting them is multi-language, too. But I do not see the trends used in the "open market": no sooner they try to have the Chinese and the environment in their pockets, they go after the dog lovers, "Puppies love Coca-Cola, and the feeling is mutual!"
This is not a line that can be easily removed by the SEM: "Puppies love Google Sitemaps, and the feeling is mutual!" not enough work, right? Instead, they have tweets set to become much more interactive with the public and in many consider the company has the marketing mix of place-on.
Because of Google's business model and customer base, that, of course, different. It should. Many of the posts on Facebook explaining new products and services with more exciting mix of posts like, "Check out this cool video that shows the Google Chrome logo is built from Lego!" and "Are you explored the Moon in Google Earth yet?" Not to be left out of growing environmental bandwagon posts, they write: "If you're spring cleaning solar panels?" where they have been "collecting 1.6 MW solar installation at our headquarters in Mountain View in the year 2007 ..."
The BBC has listed them on the Facebook Page under Entertainment & Arts - Television simple parts and provide a link to their website and have provided a discussion board used bad - in my modest opinion. As news outlets, they seem far more concentrated on the use of Twitter, because Breaking News alert, with 172,756 followers.
Useful Keyword Marketing Tools
After years of running websites and earning a full-time online income, I am constantly reminded that it all comes down to keywords. Actually, it all comes down to obtaining top rankings for your profitable keywords in the search engines, mainly Google.
And that statement has to be refined even further, it's all about obtaining top keyword rankings and keeping them at the top. You must consistently keep your keywords in the top spots on that all important first page of SERPs since your keyword rankings can make or break your online marketing.
If you're targeting extremely competitive and profitable keywords you will have your work cut out for you; unless you have tons of money to buy your way (links) into the top spots, expect to spend months if not years, getting to those top listings. Google has frowned upon link buying and has taken steps to fight it, but this practice is still widespread throughout the web.
Most beginning and honest webmasters want to take the proper route and earn those top rankings by providing good quality content that web users will actually find helpful and useful. They build those links the natural way by offering viral link bait in the form of videos, ebooks, articles, reports... all branded with backlinks to their sites.
Gradually over time, these links will build up and your keyword rankings will go up in the search engines. People will find your content and bookmark it in all the social bookmark sites like Digg, Facebook, MySpace... and your rankings will climb even faster.
However, since keyword marketing has become extremely competitive, you do need a little help with achieving those top rankings. Over the years I have tested and used many keyword tools and I have listed some of the best ones below. (Just Google to find links to these tools and programs.)
Internet Success Spider
One of the first keyword tools I ever used was The Internet Success Spider by Neil Shearing which is now free. The Spider is a very simple, yet powerful keyword tool because it shows you the major players in your keyword niche. It slowly works in the background to give you valuable information on your keywords. I realized very quickly, with marketing (like most things in life) that information is what separates the losers from the winners.
Keyword Elite
Later, I tried and am still using Keyword Elite by Brad Callen, it remains one of the best keyword research tools on the market. I can directly link many of my keyword successes to my early use of this tool.
Brad Callen simply creates some of the best marketing tools for online webmasters and marketers. KE is no exception. It will do some very comprehensive keyword research for you and let you easily arrange that information. Keyword Elite has earned a well deserved reputation as a very useful marketing tool.
Brainstorm It - Site Build It
Another, perhaps even more powerful keyword tool is Brainstorm It! which is offered through the Site Build It marketing/hosting system run by Ken Evoy. This is a powerful keyword analyzer and finder, which is now in its third version.
SBI run by Ken Evoy creates many tools for webmasters and Brainstorm It, Version 3 is simply one of the best. This keyword tool will do both Vertical and Lateral keyword research to give the most comprehensive array of information for your marketing online. Only negative, you only get so many Wordtracker credits and you have to pay extra when those run out. Actually, Wordtracker should be at the top of any keyword tool list, but I have mainly used it in conjunction with other programs like Brainstorm It.
Google Keyword Tool
Then again, there is Google's own keyword system run through its Adwords program. Like everything Google does, this keyword tool can be very helpful especially for the novice online marketer.
https://adwords.google.com/
MSN Commercial Intention Of Keywords
Not to be outdone, another helpful tool is Microsoft's Online Commercial Intention tool, which tells the probability your chosen keyword has a commercial value to it:
http://adlab.msn.com/Online-
SEOBook Online Keyword Tool
For very quick keyword references, I like using Aaron Wall's keyword tool on his SEOBook site. It's quick and gives very good stats for your chosen keywords.
SEOQuake
Still yet another SEO (sort of related to keywords) is the SeoQuake Toolbar which you can run on Firefox. It will slow down your browser but it will cough up valuable information about your site and more importantly, it will give you valuable information on your competitors' sites. One feature that I find very helpful is the SEM Rank and SEM Price, which tells you how much your Search Engine keyword traffic is worth.
Plus, you must not ignore your website stats and traffic logs for they can supply you with your most valuable keyword information regarding your site. Closely examine which keyword phrases are bringing in the traffic and/or sales. Develop these keywords with your marketing, especially any "long tail" keyword phrases visitors are using to find your site or products. These longer keyword phrases have proven to be the most profitable because many times consumers using these phrases already have their minds made up on what they're going to buy.
Why Am I Using All These Keyword Tools?
Simply because obtaining and keeping top rankings for my chosen keywords is my livelihood. Unless I can keep that focused traffic coming from these keywords via the search engines; it's game over. Therefore, I use all the tools and information I can gather in order to keep those keywords at the top.
Google is always changing, you really have to stay on your game if you want to keep your keywords at the top. It all boils down to producing quality content web surfers need and want. The SEO pretty much takes care of itself as long as you keep promoting your keywords with good viral branded content like videos, articles, ebooks, PDF reports... and you must mix up your online link building to include links from such places as Facebook, Digg, Google Bookmarks, MySpace... I have always used the free "AddThis" button to all my important content and this has resulted in 100's of free links that your visitors will build for you!
I also believe you have to be careful when using viral articles to vary your anchor text (clickable part of a link) so that you don't have the same keyword phrase repeated 100's of times across the web. Just use different versions of your keyword phrase and if you can, get those keyword links in the body of the article, as near to the top of the page as you can. This will make your link building look much more natural in the eyes of the search engines, especially Google.
Overall, you must have hundreds, if not thousands of keywords that you're targeting with your marketing. You must constantly keep building links for those keywords from related sites on the web. Sometimes it is helpful to truly view your keywords as organic, something that keeps growing naturally on its own. But you must first build a solid foundation with good quality content and then keep nurturing those keywords with good quality link bait so that others will bookmark, recommend and link to your keyword content.
Over the years, if there is anything I have learned about keywords which always holds true, it is this: you must be persistent. You must keep at it: building links, building content... it will usually take months, if not years, to get those top rankings for very competitive keywords and it will take some further work to consistently keep those keywords in the top positions. But you will quickly learn keywords are well worth it since they can easily make or break your marketing.
And that statement has to be refined even further, it's all about obtaining top keyword rankings and keeping them at the top. You must consistently keep your keywords in the top spots on that all important first page of SERPs since your keyword rankings can make or break your online marketing.
If you're targeting extremely competitive and profitable keywords you will have your work cut out for you; unless you have tons of money to buy your way (links) into the top spots, expect to spend months if not years, getting to those top listings. Google has frowned upon link buying and has taken steps to fight it, but this practice is still widespread throughout the web.
Most beginning and honest webmasters want to take the proper route and earn those top rankings by providing good quality content that web users will actually find helpful and useful. They build those links the natural way by offering viral link bait in the form of videos, ebooks, articles, reports... all branded with backlinks to their sites.
Gradually over time, these links will build up and your keyword rankings will go up in the search engines. People will find your content and bookmark it in all the social bookmark sites like Digg, Facebook, MySpace... and your rankings will climb even faster.
However, since keyword marketing has become extremely competitive, you do need a little help with achieving those top rankings. Over the years I have tested and used many keyword tools and I have listed some of the best ones below. (Just Google to find links to these tools and programs.)
Internet Success Spider
One of the first keyword tools I ever used was The Internet Success Spider by Neil Shearing which is now free. The Spider is a very simple, yet powerful keyword tool because it shows you the major players in your keyword niche. It slowly works in the background to give you valuable information on your keywords. I realized very quickly, with marketing (like most things in life) that information is what separates the losers from the winners.
Keyword Elite
Later, I tried and am still using Keyword Elite by Brad Callen, it remains one of the best keyword research tools on the market. I can directly link many of my keyword successes to my early use of this tool.
Brad Callen simply creates some of the best marketing tools for online webmasters and marketers. KE is no exception. It will do some very comprehensive keyword research for you and let you easily arrange that information. Keyword Elite has earned a well deserved reputation as a very useful marketing tool.
Brainstorm It - Site Build It
Another, perhaps even more powerful keyword tool is Brainstorm It! which is offered through the Site Build It marketing/hosting system run by Ken Evoy. This is a powerful keyword analyzer and finder, which is now in its third version.
SBI run by Ken Evoy creates many tools for webmasters and Brainstorm It, Version 3 is simply one of the best. This keyword tool will do both Vertical and Lateral keyword research to give the most comprehensive array of information for your marketing online. Only negative, you only get so many Wordtracker credits and you have to pay extra when those run out. Actually, Wordtracker should be at the top of any keyword tool list, but I have mainly used it in conjunction with other programs like Brainstorm It.
Google Keyword Tool
Then again, there is Google's own keyword system run through its Adwords program. Like everything Google does, this keyword tool can be very helpful especially for the novice online marketer.
https://adwords.google.com/
MSN Commercial Intention Of Keywords
Not to be outdone, another helpful tool is Microsoft's Online Commercial Intention tool, which tells the probability your chosen keyword has a commercial value to it:
http://adlab.msn.com/Online-
SEOBook Online Keyword Tool
For very quick keyword references, I like using Aaron Wall's keyword tool on his SEOBook site. It's quick and gives very good stats for your chosen keywords.
SEOQuake
Still yet another SEO (sort of related to keywords) is the SeoQuake Toolbar which you can run on Firefox. It will slow down your browser but it will cough up valuable information about your site and more importantly, it will give you valuable information on your competitors' sites. One feature that I find very helpful is the SEM Rank and SEM Price, which tells you how much your Search Engine keyword traffic is worth.
Plus, you must not ignore your website stats and traffic logs for they can supply you with your most valuable keyword information regarding your site. Closely examine which keyword phrases are bringing in the traffic and/or sales. Develop these keywords with your marketing, especially any "long tail" keyword phrases visitors are using to find your site or products. These longer keyword phrases have proven to be the most profitable because many times consumers using these phrases already have their minds made up on what they're going to buy.
Why Am I Using All These Keyword Tools?
Simply because obtaining and keeping top rankings for my chosen keywords is my livelihood. Unless I can keep that focused traffic coming from these keywords via the search engines; it's game over. Therefore, I use all the tools and information I can gather in order to keep those keywords at the top.
Google is always changing, you really have to stay on your game if you want to keep your keywords at the top. It all boils down to producing quality content web surfers need and want. The SEO pretty much takes care of itself as long as you keep promoting your keywords with good viral branded content like videos, articles, ebooks, PDF reports... and you must mix up your online link building to include links from such places as Facebook, Digg, Google Bookmarks, MySpace... I have always used the free "AddThis" button to all my important content and this has resulted in 100's of free links that your visitors will build for you!
I also believe you have to be careful when using viral articles to vary your anchor text (clickable part of a link) so that you don't have the same keyword phrase repeated 100's of times across the web. Just use different versions of your keyword phrase and if you can, get those keyword links in the body of the article, as near to the top of the page as you can. This will make your link building look much more natural in the eyes of the search engines, especially Google.
Overall, you must have hundreds, if not thousands of keywords that you're targeting with your marketing. You must constantly keep building links for those keywords from related sites on the web. Sometimes it is helpful to truly view your keywords as organic, something that keeps growing naturally on its own. But you must first build a solid foundation with good quality content and then keep nurturing those keywords with good quality link bait so that others will bookmark, recommend and link to your keyword content.
Over the years, if there is anything I have learned about keywords which always holds true, it is this: you must be persistent. You must keep at it: building links, building content... it will usually take months, if not years, to get those top rankings for very competitive keywords and it will take some further work to consistently keep those keywords in the top positions. But you will quickly learn keywords are well worth it since they can easily make or break your marketing.
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