3 Surprisingly Useful Marketing Strategies to Make a Real Difference, Insights from Top Experts

Amidst all of the on-going changes, there’s always a need to learn more. Social media is not necessarily easy, nor is it just one thing. However, as almost everyone has realized by now, it is a serious, mission critical component of every company and organization’s marketing communications strategy.

social media is much more than one thing

As I continue to learn and follow the rapid changes in social media marketing strategy, I have recently come across three very valuable insights from which almost anyone can benefit. They come from Internet marketing leaders like Gary Vaynerchuk, Clay Collins and the Content Crafter for the social media sharing app, Buffer.
 
I’m sharing these strategies because I think I’ve got three very useful ones here. All you have to do is put them into practice. 😉 The first tip will boost your visibility. The second will enhance your lead capture/list building initiatives. The third will fuel your effectiveness with passion. I hope you can put these to use and I would love to hear what you think and how they work for you.

1. BufferApp: Share Your Blog Posts More Than Once

It may sound spammy; but it not only works, it makes good sense. Belle Beth Cooper, the Content Crafter for the blog of my favorite social media sharing app, Buffer, put together a thoughtful, analytical post to explain why the likes of Guy Kawasaki swear by the strategy of sharing your blog posts more than once. “One and done” just doesn’t cut it. Hey, we all put some serious time and effort into making our blog posts as valuable as possible (don’t we all?). For this reason, it makes enormous sense to make them even more available. After all, various people are in various time zones and no one sees everything you post only once on social media anyway. There are lots of good reasons to make this a regular practice. Read Belle Beth’s case for reposting content, including recommended best practice strategies. You will thank me.

2. Clay Collins: Offer More Than One Opt-In Opportunity

Clay Collins is an Internet marketing success story in his own right having built LeadPages into what he says is now “a multiple seven figure” online software business. I’m a customer and plan to expand my use of his platform. I recently did a webinar with Clay (who seems to be a tireless creator of valuable content) and I found myself sharing one of his insights in particular with a number of my associates and clients.

During this particular webinar, Clay shared his quest for a goal of doubling his company’s revenue through online marketing (of course). Briefly, his first thought was increasing traffic. Too tough. Then, he took a shot at doubling conversion rates which was a very tough way to meet his ambitious requirement. Finally, he realized, tried, and succeeded by dramatically increasing the number of opt-in opportunities that he was offering his visitors. Stated simply you could call this creating many more points of interactivity.

I am now adding this error-of-ommission to my list of common mistakes that I see most businesses making. To tell you the truth, this is something that I am currently doing, but will be changing soon. The single and only real opt-in form on my site and on most websites is some kind of offer in exchange for subscribing to an email newsletter. I now realize that this is no way to do Internet marketing.

List building is crucial. (More in another post about how to use your lists effectively.) And, just making one offer is an extremely weak strategy. Clay recommended having an opt-in offer of some kind at the end of every blog post and building out multiple (as in “as many as possible”) landing pages with opt-in offers. Webinar offers. Resource guide offers. And so on. It makes sense. Make specific offers in exchange for opt-ins that are as relevant to your content and as valuable possible. Why do so many of us stop at only one offer?

No one said that social media marketing was easy, and it does take time and effort. But when you do it well, it works. Clay’s success is proof of that.

3. Gary Vaynerchuk: Triple Down on What You Do Best

I’ve started reading Gary Vaynerchuk’s new book, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.” In case you don’t know, Gary is the real deal as far as “social media gurus” go. I’m a fan. So, it was to my delight when I suddenly discovered last Tuesday that he was speaking live at the Book Passage, our local independent book seller. The last time I heard Gary live was at InfusionCon where he keynoted to about 2,000 people. This was going to be much smaller crowd and in my back yard; so of course I went.

I even got to ask Gary for specifics about how he has grown his new company, VaynerMedia, from 30 to 300 employees in only 2 years. This is a fascinating business story on its own. But the bottom line that Gary underscored was the fuel for his fire is the way that he “triples down” on what he does best. While this may not sound like a profound insight to some of you, to me it’s something that very few of us do well. And, personally, I think it’s something that I need to do better.

I’ll say it for myself (knowing that I’m not alone here), the thing I love to do most is Internet marketing strategy. It’s what I think I do best and where I offer the most value to my clients. Yet, I spend a lot of my time on operations and implementation, not to mention website development. I’m going to take this guidance to heart and I hope you will too. Triple down (or spend far more time and resources) on what you do best and everyone will benefit. You will find yourself with more energy as well as effectiveness.

 And, if you want to learn more about my services as an Internet Marketing Strategist, please click here 😉

FYI, the picture of Gary Vaynerchuk and friends below is via Instagram and @annaontheweb. It was taken at the Book Passage event discussed above.

Why I Embrace the Morphing Medium of Internet Marketing & Benefit from Major New SEO Trends

I’m increasingly enjoying my role as an Internet marketing strategist. Yes, of course, I delight in making a difference by helping businesses sort out how to produce the best results for their particular brand of enterprise. But, it’s also fun to dance with such a lively partner. 😉 Marketing Strategy signYes, Internet marketing is a lively medium. And, what makes it especially lively is (now and for the foreseeable future) it is a constantly moving target, a morphing medium, and a communications environment where change is not only constant. It must be embraced to be enjoyed.

I’m “all in” because it’s my sincere pleasure to stay out in front of the latest changes. For that reason and in order to try to be helpful, I think it’s time to update you on a couple of major developments in the world of online marketing and search engines in particular.

Next Generation SEO Social Signals

As I wrote several months ago (see “This Ain’t Your Mama’s SEO“), search engines are placing increasing importance on “social signals,” indications such as links, likes and +1’s via posts in social media that indicate real appreciation for your content.

I have also long encouraged participation in Google’s social network, Google+ (and if you want more information about how your business can benefit, visit their business pitch page). I even spelled out why I think Google+ is important in my book, “Internet Marketing: 8 Key Concepts Every Business MUST Know.”

Now, especially when it comes to the all-important Google search results, one social signal has risen above the rest. The latest leading edge social signal is getting Google+ posts with links to your content (blog posts or whatever) to receive +1’s (Google+’s equivalent of a Facebook “like”). In two recent research posts that included reputable analysis of what helps your content rise to the top of search results (something that every marketer wants or should want), the Google +1 has become arguably the most valuable and important search ranking factor, rising even above unique IP in-bound links!

In the Moz.com post, 2013 Search Ranking Factors, the +1 is second only to “Page Authority” to which +1’s are a contributor and which, in any case, is not a specific strategy but more an indicator of success for your page’s online visibility. In the Search Metrics2013 SEO Ranking Factors study, +1’s came in well ahead of another social signal, Facebook Shares. This social signal came in as the #2 ranking factor, but it’s worth noting, I think, that a +1 is just a click and thus easier to get than a share which requires more effort and usually a comment.

In any case, there can now be little doubt that one of the most important things you can do to gain search engine visibility for your web pages is to get people to +1 them on Google+. Of course, this speaks once again to the requirement that you create high quality content that people will actually WANT to share (more on that below). And, if your business is not actively posting (and promoting) its content on Google+, what are you waiting for?!?

SEO Beyond Keywords: Think Pages that Build Topical Authority

Beyond the rabid conversations about “branding” is the more fundamental, at least in SEO terms (pun intended), of building an authentic topical authority—that is an authority that is focused on a specific, relevant topic. This kind of content can be highly regarded by search engines based on its quality, especially when that includes your marketplace’s support via social signals (i.e. Google+ +1’s, Facebook shares, and the like. 😉

In the old days of search engine optimization (SEO), it used to be all about keywords and links; and don’t be fooled, these things are still very important. But another important development in the world of SEO is that Google has recently made clear that it is no longer sharing the data that it used to share regarding which keywords are bringing traffic to your website. This report found inside Google Analytics, for example, is now showing “(not provided)” and has become a major buzz in the Internet marketing world. Among many other posts, for example, here’s Search Engine Watch’s post, “What ‘(Not Provided)’ & Google Hummingbird Mean for Small Business SEO.”

Recommended Reading & Here’s Why

My best practice recommendations are reinforced by the more Big Picture approach taken in the excellent Moz.com post by Ruth Burr, “What is SEO Now That Everything is (not provided)?” I offer this link as a personal suggestion for “recommended reading.”

I like it because she moves the strategic conversation beyond the more common attempts to rank pages for specific keywords. Rather, Ruth focuses on the more meaningful objective of building authority around specific topics. Again, of course, this includes relevant keyword phrases, but it takes a broader and longer term perspective in order to deliver a more more valuable approach. It does this through a foundation of sustainable building blocks like links from credible sources and social signals that may or may not be keyword specific. Ultimately, it’s the relevance of the source not the link text that makes the biggest difference.

As she says:

The real killer of the keyword-driven approach isn’t (not provided), though. It’s Google’s increasing devotion to semantic relationships between topics and entities on the web. Author Rank, personalization, and the Knowledge Graph have added new elements to consider: Now, in addition to what your content says and who links to it, Google also cares about who created it, what else they’ve done, and who’s shared it. (my bolds)

From an Internet marketing strategy perspective, this means, as Burr says, “we need to shift our focus from getting traffic from keywords to getting traffic to pages.”

There is just no getting around the requirement for well-focused, high-quality content that is relevant and valuable for your market niche.

And so it goes. Change is constant, and I see no alternative to embracing the adventure.

I’m happy to help, and I look forward to your comments and feedback as well as to any opportunity to be of service to you and your company.

The Heart of Online Marketing: My Google Hangout (Video) with Jay Baer

Internet marketing and social media are discussed by Jay Baer in our first "Talk Walker" video interview via Google Hangouts On-Air

Yes, online marketing does have a heart. It’s the people.

In particular, it’s the people who contribute real value by what they do and who understand that what works, more than any particular technique in our New Marketing environment, is authenticity.

In fact, Jay Baer’s new book, Youtility says this quite well in it’s sub-title, “Why Smart Marketing is about Help not Hype.”

I’ve been following Jay for a long time via his blog, Convince and Convert, and his many other content marketing initiatives (please see this YouTube video’s description for more links). Jay is also one of the most sought after keynote speakers on the subjects of Internet marketing and social media, author of two books, the leader of a successful consulting company, and much more. We are honored to have him as our guest. Thanks again, Jay.

This 20-minute video interview was conducted via Google Hangouts On Air (the fastest way I know to conduct this kind of online video interaction), and this is the first in our new series of “Talk Walker” videos that will shine our light on people who are bringing real heart, authentic contribution and real value to the Internet marketing arena. Jay is the perfect place to start.

We look forward to your feedback. And if you like, please share, Like on Facebook and YouTube, and all that other good stuff. 🙂 Thanks! 

Webinar Video: Internet Marketing Success in 4 Easy “Booster Rockets”

Webinar via YouTube: Internet marketing... success

Last week, we recorded a live webinar as part of the re-launch of New Marketing University (NewMarU.com). I entitled it, “The 4 Booster Rockets of Internet Marketing Success” and we covered four key areas that are high leverage for any small business that wants to expand the effectiveness of its online marketing, including why these strategies are important and an overview of how we approach them.

The good news, if you are just passing by, is that I felt that this webinar was such a valuable introduction to how ComBridges approaches these kinds of innovations in Internet marketing as well as a taste of the kinds of useful information that will be available more and more via NewMarU.com, I decided to post this recording free and open to all on YouTube with no email registration required. In fact, this 45-minute video webinar is embedded below on this page so you can just click and enjoy it right now. 😉

In case you want to know what’s covered without watching anything, we discuss the following four strategic Internet marketing tactics:

  • Lead capture and lead nurturing along with the need to design a sales funnel process
  • Truly interactive Facebook Pages that go “beyond the Like”
  • Authentic engagement and what makes video content marketing more effective
  • Cost effective small business mobile apps to reach the rapidly increasing number of website visitors using smartphones and other mobile devices

All this and more in only about 40 minutes plus Q&A. Please check it out and comment, here or on YouTube. And if you want more, click on the “YouTube” logo to subscribe to our YouTube channel or register at NewMarU.com. Thanks! We look forward to hearing from YOU.

The Visual Web Demands New Video Presentation Tools & Techniques

One of my ‘mantras’ is that “It’s not about the technology. It’s about the communication.” 

Quick infographic, presentation image

This image took about 5 minutes to create

Both the good news and the bad news is that online communication is becoming more and more visual. So much so that I’ve begun calling it “The Visual Web” and wrote this blog post about the trend.

The first is about the style of visual communications and the continuing “epidemic” of bullet-point list laden presentations, such as those created in PowerPoint or Apple’s Keynote programs. (And given the increasing value of sharing presentations via SlideShare, presentation style is more important than ever.)

The second is a new tool that can be applied to both online videos (which I now consider a “must have”) as well as to the increasingly important content marketing strategy of creating infographics.

1. Presentations Done Right

Authenticity in online communications is an important key, and that means you have to walk your talk. Here’s a presentation that does just that. It illustrates what I agree are some of the most important techniques and style points about presentations using PowerPoint or Keynote, and it does so without bullet point lists. In fact, it not only makes a good case against all that text and bullet lists that we all see in far too many presentations, but it also offers some valuable resources. (New to me were Pictalicious for color palettes and PowToon, see below. I already love and recommend the iPad app, Haiku Deck.)

 

2. The Best and Easiest Online Video & Infographic Tool I’ve Seen (ever?)

 I will have to return to the subject of PowToon with a more complete review. For now, I’ll give it one of my highest recommendations which is, “I want to learn this app.”

It’s an online application designed for the creation of all kinds of online videos with an impressive array of built-in animation effects. Their site is full of examples, so I’ll just embed their excellent introductory video. If you are interested in this kind of production, ComBridges can do it for you, and more cost effectively than ever thanks to this tool. Check it out!

 

What do you think?

 

Is Vine, Twitter’s Video App, Useful for Social Media Marketing? Expert Reviews & Luscious Links

The face of online video, or what I like to call The Video Web, has just grown a new “nose.” In other words, there is now a new dimension to the online video world. In case you haven’t heard yet, the latest mobile and social video sensation is called Vine and it’s a free download app for all major mobile smartphone platforms.

Like Twitter, Vine uses #Hashtags as a way to find things and connect to stuff

Like Twitter, Vine uses #Hashtags as a way to find things and connect to stuff

Vine videos take the form of some pretty neat (and of course sometimes boring) little six-second video clips that are tightly integrated with Twitter, who recently bought the company. (FYI, Vine videos are also post-able to Facebook.)

While Vine is getting some mixed reviews—ranging from raves that it’s “the next big thing” to distain that there’s too much porn—I think the truth is that it’s got potential. While we wait to see if its buzz will last, in my opinion, Vine is fun and worth checking out.

As you will see from the aggregated “luscious links” below—all of which are from what I consider to be a solid selection of social media authorities—many major brands as well as smaller businesses are already experimenting with Vine videos. Even Sir Paul McCartney of the Beatles (or a member of his team?) is starting to run contests via Vine (see below). So, as Dylan sang, “Something is happening here…” even if we don’t know exactly what it is…

 

(FYI, Sir Paul’s next tweet said that the answer was ‘Mamunia’ from ‘Band On The Run.’)

On a more personal note—beyond my own app-aholic fascination—my litmus test proving Vine’s viability was sharing the app with a couple of 21 year old women who I met at a party. We had already established that these extremely charming social-media-active individuals were way into Instagram. But Facebook, not so much. Even as a very active Facebook user, I could appreciate their point of view, “There are too many people on Facebook posting opinions that we don’t care about.” I found this point of view to be refreshing! 🙂

When I showed them Vine and how easy it is to create multi-scene six-second mini-movie clips, they literally took to it like fish to water. Fun! Here’s one of my first Vine videos, shot (which in this case is the same as produced) at that party:

Reinforcing the “mixed reviews” theme, MarketingProfs’ Ann Handley says, “Vine: Stupid, Simple and Brilliant.” In fact, it was also Handley who tweeted the first clearly commercial Vine video that I saw. Specifically, this little ditty by the LA Dodgers in support of a new baseball star bobble-head promotion:

More Luscious Links

And last but not least, one of my favorite “social media gurus,” Jay Baer not only offers valuable insights with The 2 Ways Most People Are Misusing Vine but in this 4-minute video interview (embedded below), he tells us the bottom line of all the hype, i.e. Vine will not usher in a “new era of content marketing,” but it is an interesting new tool for serious social media marketers who are being strategic about their use of content marketing:

Bottom line, as Jay says, content marketing without a coherent strategy is not going to have a bottom line impact, no matter how nifty a tool Vine may be. And it is nifty, IMHO. After all, making video this easy to create and post is not a no-brainer.

Any comments?

“It’s a Wonderful Web” 2013!

cb-ipadThe first edition of our “It’s a Wonderful Web” e-newsletter for 2013 is out. It includes the following articles:

  • 2013: The Year of Anything is Possible
  • Special Offers!
  • Free 1-Hour Audio: Web Radio Interview
  • Luscious Links

If you’re not already a subscriber, click here to read it online.

New Internet Radio Interview: What’s So New About New Marketing?

One of the fun things about having written a book about Internet marketing is getting to do interviews. Thanks to Susan Scher of the BlogTalkRadio show, “In Other Words” for the opportunity to take a full hour to discuss why I think that understanding the new dimensions of online communications is so important. Among other things, the interview (linked below) covered topics like “what’s so different about New Marketing,” authenticity, the rise of online video, the empowered consumer, social media marketing, my Attract/Engage/Relate approach to sales funnels, content marketing, and much more. Please enjoy and let me know what think.

Listen to internet radio with Perfect World Network Radio on Blog Talk Radio

Holidays “Wonderful Web” ENews!

The holiday edition of our “It’s a Wonderful Web” enewsletter is out. It includes the following:

  • 12 Five-Star Amazon Reviews!
  • NewMarU Will Be Reignited
  • Luscious Links:
    • MarketingProfs’ provocative, informative, free white paper
    • Video views of some of the coolest “video cribs” anywhere
    • Get a grip on how fast things are changing

If you’re not already a subscriber, click here to read it online.

 

Just Announced: My New Online Course on Internet Marketing

I’m thrilled to announce a brand new online course as part of our NewMarU.com start up:

Start with a Solid Foundation: 
Building on the 8 Key Concepts of Sustainable Online Marketing

There will be four one-hour state-of-the-art online sessions, all within a two week period. Here’s the dates

  • Tuesday Nov. 6th
  • Thursday Nov. 8th
  • Tuesday, Nov. 13th
  • Friday, Nov. 16th

All at Noon PT, 3pm ET (9am next day in NZ)

Helping people to do Internet marketing right is why I wrote my new book, Internet Marketing: 8 Key Concepts Every Business MUST Know.

NOTE: This will be a small group. There will be time for you to get your questions answered personally, and I will also give you direct feedback on your progress and step-by-step accomplishments as you grow your own online presence.

Each one-hour sessions will have a specific area of focus:

  • Session 1: Know Your Fundamentals
  • Session 2: Choose Your Building Blocks
  • Session 3: Be Your Best By Using Best Practices
  • Session 4: Marketing Fueled by Your Own Sustainable Energy

Please click here to learn more! And please let me know if you have any questions whatsoever. I’d love to see you there.

Wishing you every success,

Jon