Monday the 24th of April, 2006 | Ideas | Marketing |
Saatchi & Saatchi have created a great guerrilla marketing campaign that transformed normal NYC manhole covers interesting and beautiful. What I love about this idea is that the ROI of these ads are huge. Billboards and magazine ads can easily be skipped over by your brain. A large steaming hot cup of coffee in the middle of the street is bound to get your attention.
Wednesday the 12th of April, 2006 | Articles | Business | Marketing |
I had lunch the other day with a buddy of mine who also happens to be a client. He was asking how to get ranked higher in the Search Rankings and if he should invest in Search Engine Optimization (SEO). I told him I’d look into it, but advised simple local marketing. I’m becoming concerned the more I read about SEO and their unrealistic promises. Here is an excerpt from an unnamed SEO web service.
Research shows that most web traffic comes from search engines. But if your site is not ranked high enough on the search engines (e.g. after the third page of the search result), none of that traffic will come to you. Worse, it might all go to your competitors.

Search engines are a very important source of traffic because it’s highly targeted. Visitors that come to your site via search engines got there because they focused their search using keywords related to your products or services. But because there are so many pages on the web, and more submitted every day, your site is competing with an increasing number of other sites. So what can you do?

That’s where Search Engine Optimization comes in. Search Engine Optimization is the process of preparing your website so that search engines can better understand its content and/or purpose.
Think about it! If a search engine can not clearly identify the content of your site, why would it give your site a high position in the search results? Your site must be focused on the content, products, or services you provide. Optimizing your page will save you money that you would need to spend on advertising otherwise.
If you want guaranteed top ranking in the major search engines, we provide a full search engine optimization service: 20 guaranteed top 20 ranking.
The first two paragraphs are very much true. Most traffic comes from Search Engines, Google being the largest chunk. The final three paragraphs are nothing more than a snake oil salesman’s pitch. Google has spent the last 7 years with the finest mathematical and engineering minds on the planet developing algorithms to identify what a site’s content consists of and how it should be ranked. Google’s sandbox effect can take a few months before they even catalog you. This is to make sure your site has longevity and they aren’t listing sites that are here one day and gone the next. The fact of matter is no one can guarantee a top 20 ranking. If it sounds too good to be true, it probably is.
So how do you get your site noticed in the search engine market? Your site has to grow organically. Just like any business, developing a successful site takes time and energy. There are two important rules to follow when building your site.
The idea is to develop an extensive knowledge base on your website that relates to your industry. You want high quality content, a lot of it. Take the time to develop content that relates to your business and that people will be interested in reading. If they search for a term that is mentioned often in one of your pages, you have a higher likeliness of getting that reader.
The best way to do this is by getting involved in your industry’s online community. If you are a photographer, start commenting on as many photography blogs as possible. Things like, “good post†won’t quite cut it. You have to give something back to the community. Find a small list of blogs that welcome comments and get going.
As I said before, traffic doesn’t just come overnight once you’re on the web. People have to sift through all the trash first. Once they find you, word of mouth takes over. Once a site develops its online reputation, the traffic will follow.
Wednesday the 5th of April, 2006 | Articles | Business | Marketing |
Blogs are becoming more and more popular on the internet. It seems as if there are almost as many readers of blogs as there are bloggers. There has been an ever-increasing amount of marketing experts online commanding that every business needs a blog. I wholeheartedly disagree with this statement.
Blogs have saturated the online publications market much like cable did to television. There are too many choices. If you type any search term into technorati you get a jumbled mess of returns. The only blogs that are readable from technorati are the ones labeled “most authority.†This means obtaining a decent amount of interest in your blog will take plenty of time.
A blog takes a lot of work. Entries must be provided on a consistent basis or people will become disinterested. Posima’s designer, Steve P. Sharpe, had 600 people subscribed to his blog. He began to make entries farther and fewer between. He is now starting to publish more frequently, but has lost 500 subscribers during his 5 month hiatus.
Most small businesses already have a long list of overdue to-do items that directly relate to the business. They shouldn’t be concerned with starting a blog that will require more time and effort than they have to offer.
Instead of trying to break into this market, write articles and submit them abound. There are plenty of bloggers in your niche market that would be happy to post your article. They get great content from an expert, and you get linked to from their site which helps your search rankings as well as develop potential interest in your business from their developed readership.
Friday the 31st of March, 2006 | Business | Marketing | Tools | Web Apps |
Ever thought about advertising on television but thought it was too expensive or too difficult? Allow me to introduce you to Spotrunner. This is an all-in-one service that does everything from producing your commercial to media buying and finally distribution of the ads. First, create a 30 second commercial from a professional template. Second, tell the site how much you’d like to spend, for how long the ad should run and what cities or towns the ad should run in. A few seconds later you have a full campaign running on multiple channels. Don’t like a few of the channels your ad will be running on? Simply take them out of the mix.
Wednesday the 29th of March, 2006 | Articles | Business | Marketing |
Through the short life of Posima, I have tried many different techniques to build interest in the product. The underlying idea of marketing is to locate potential customers and convince them why your product or service is right for them. This two part problem can be front loaded or back loaded, depending on your type of business. Let me explain…
The Posima web service is aimed at a national audience of sole-proprietors, small businesses and nonprofit organizations who need a website but whose web-savvy or budget prevent them from obtaining one. For me, the problem is front-loaded. Trying to locate individuals who aren’t familiar with technology and don’t know how to scour the web for what they’re looking for has proven a difficult feat. They are looking for me as I look for them, but how do we find each other?
The back-loaded marketing problem is when you can locate your audience but can’t convert them into sales. One of my clients, Brian from Kingfish Aquariums, maintains large aquariums for homes, offices, department stores and more. It’s a lucrative business and he makes a nice living, especially for someone who has just started. Prior to switching to Posima he had a poor excuse for a website that had nothing more than pictures and contact information which didn’t generate much business. Posima helped him get his site setup professionally, display his portfolio of aquariums as well as provide a contact form for potential clients to contact him with. Now he gets roughly 7-10 new inquiries a week.
Why the sudden jump in potential clients? Brian had existing local marketing efforts in place, but his old website was so poorly done people didn’t take him seriously. His new site is a virtual brochure where people can learn about Brian’s expertise, services offered and see the types of aquariums he maintains. When the user feels comfortable enough, they can contact him with a simple, painless contact form.
Both the front and back-loaded problems are solvable, however the front-loaded problem is easier to identify. I’m aware that it’s difficult for me to find new clients whereas Brian had no idea there was a problem until the launch of his new site. Marketing and refining your marketing efforts should be an ongoing process. Just because you have a front-loaded problem doesn’t mean you should ignore the back-end. There may not be a problem, but that’s no excuse to be lazy.
You should always be on the lookout for your target demographic. In addition to your current marketing, you should be constantly testing new possible outlets. At the same time, you need to always show your customers what you have to offer by displaying as much content as you can on your website. Your website needs to be a living, ever growing organism. Always display new projects, thoughts, news, and anything else that will help your potential clients learn more about you and your business. This will not only help them feel more comfortable dealing with you, but will also allow them to label you as an “expert†in your field.
Friday the 17th of March, 2006 | Marketing | Resources | Web Apps |
AdBrite is a site that allows you to advertise your site based on categories rather than keywords. You can pick and choose the actual sites that your ads get run on by day, 7 day or month. I find this helpful because it gives me more control over my ads rather than just trusting Google to place them right.
Wednesday the 8th of March, 2006 | Articles | Business | Marketing |
Look at the “classic” Swiss Army Knife. It has a blade, scissors, nail file with screwdriver tip (very functional), toothpick and a pair of tweezers. This is not a great many tools, but in most situations these 5 tools can be great help. Let’s compare this with the “Swisschamp.” We now have 22 tools, some of which include a fish scaler and a corkscrew. So when you catch that fish in the wilderness you’ll be able to open a proper bottle of white to accompany it.
What does this have to do with business? Let’s look at a business we can analyze like the Swiss Army Knife, Walmart. Walmart has a great business model going, selling everyday products to everyday people for less. Even better than their business model is their placement of stores. Located smack dab in the middle of rural America, driving every competitor clear out of their way. I know the Mom and Pop stores suffered, but I also remember once paying $8 more than average to a Mom and Pop for a bottle of vodka. Sure he was a small business man, but the only time this man got up from reading the paper was to ring up my uber expensive bottle of booze, then tell me he didn’t take checks or credit cards.
Walmart isn’t perfect however, they veered away from their “classic” status and tried to become the “WalmartChamp” when they entered the online video rental business. Netflix created this market in the late 90’s and have grown to be such a threat that Blockbuster and Walmart both wanted a piece of the action. I can understand Blockbuster, video rentals are their business, but Walmart? Remember Walmart’s business model, everyday products for everyday people. Since when do everyday people rent videos online? I’m sure some do, but it is not mainstream nor will it be for several more years. In the end, Walmart wised up and hired Netflix to handle that aspect of their business.
How does this relate to us, the small business folk? Look at Walmart’s stumble as a lesson learned. Do what you do best and don’t stray too far from what you know. With the capabilities of the web going further and further, you’ll always be able to find areas for growth within your industry and market niche.
Friday the 3rd of March, 2006 | Business | Marketing | Tech | Tools |
Many search engines are now providing a telephone icon next to their search results. This new technology called “Pay-Per-Click” allows the search engine to connect both the advertiser and advertisee via a phone call. This market proves to be the 800lb gorilla in the online advertising arena. Why? Greg Sterling of the Kelsey Group says,
Consumers are accustomed to making phone calls to contact local businesses and local businesses are similarly used to closing leads over the phone. A performance-based online medium that delivers calls rather than clicks therefore makes sense for the local market.
In my opinion, this is the best kind of new technology. It melds the newest technology with a way of communicating that people are already comfortable with. Pay-Per-Call also seems to be a great way to prevent click fraud. If the two parties don’t connect over the phone, the advertiser doesn’t pay.
Monday the 27th of February, 2006 | Business | Marketing | Posima | Web Apps |
I found this interesting web application that helps people raise money for various things. Here’s how it works:
What I like about this and other very simple tools is the lack of restriction. The website allows you to raise money, that’s it. It can be for a charity, a concert for a small band, an indie film, selling products to a group of people… etc. I see a lot of potential for this site from a business standpoint.
Say I want to start a business selling a new local publication (a magazine). I could create a simple website with Posima explaining the mission, target demographic, content, and show example mockups of the magazine. I can discuss how much it will cost to get the magazine off the ground and ask for money from advertisers for the first x amount of issues and link to my Fundable account. I pound the pavement and make calls to businesses that might be interested and give them the address to my website that will describe more. If they are interested, they give money to Fundable. If I raise enough money from advertisers, I can get off the ground. If I don’t, the money is never charged.
I’m interested in hearing other ideas on how Posima and Fundable may be used together… any ideas?
Thursday the 16th of February, 2006 | Articles | Ideas | Marketing |
We all know that Apple is the poster child for brilliant marketing as well as being the most powerful hype machine known to man. Recently however, Apple has stepped on a few toes while promoting their products.
First Apple launched a new, long awaited iPod ad featuring Eminem’s “Lose Yourself.” Turns out the ad is ghostly familiar to an older Lugz shoes ad.
Months later they released their new Intel iMac ad. Again, this commercial is almost a shot for shot reproduction of The Postal Service’s 2003 video “Such Great Heights.”
Both Lugz and The Postal Service made public statements that they were disappointed in Apple or were in the process of filing legal action. However, the Postal Service’s “Such Great Heights” video made an unprecedented jump to #1 on iTunes two years after being filmed. The financial numbers for Lugz is unknown, but I have a feeling their free press didn’t hurt. Either way, Apple, Lugz and The Postal Service all got plenty of news commentary thanks to Apple’s little stunt.
I can’t give Apple all of the credit for what I believe are intentional publicity stunts. Early last summer, Nike began sponsoring a skateboarding tour and released a promotional poster to generate buzz. The problem is that the poster is almost indistinguishable from Minor Threat’s (an early 80’s indie rock band) 1984 self-titled album.
As would be expected, Minor Threat made a lot of noise and Nike issued a formal apology. Personally I’ve never heard of Minor Threat, however the first thing I did was preview some of their songs on iTunes after the news was released. I can’t say I was a fan of the music, but one would have to be pretty thick to believe the story didn’t generate a bump in sales for Minor Threat.
I have a sneaking suspicion we will begin to see more stories similar to the ones discussed above. Once a successful new marketing idea is figured out, everybody jumps on the bandwagon. Just look at Alex Tew’s Million Dollar Homepage, that site has spawned countless copycats. My theory is that the age old bell curve will come into play. Nike and Apple were the “innovators” of this marketing ploy, next will come the early adopters then the masses. Don’t believe me? Take a look at 37signals’ brand new Campfire logo and compare it to the Feedburner logo.
The quote provided by Feedburner President Dick Costolo on campfirenow.com makes this little nugget even more interesting to me.
Wednesday the 4th of January, 2006 | Business | Ideas | Marketing | Resources | Tools | Web Apps |
I just recently sold two tickets to the Rose Bowl via Ebay. This was my first ebay experience and I must say I was pleased with my transaction. The site is a little hard to use at times, but the idea that you can sell unwanted items to the highest bidder sounds good to me.
I was intrigued to find how many office supplies were available on ebay. It seems to me that small businesses could utilize ebay to trade office equipment. Say you have an old office chair you need to get rid of, ebay it. What if you need a new desk, chair and cubicle for an incoming employee? Run a search on ebay.
Why stop there? The way the site is set up, you could promote your business services on ebay as well. So mosey on over to ebay and brainstorm a little on how you can utilize their tools to make some money or at least find some useful stuff for your small business.