Before 451 Marketing:
Website was simply an “online
Leads received from website = ZERO
Minimal positive press
Web trafﬁc = 4,500 visitors/month
451 Marketing Approach:
• Search (paid and natural) marketing
• Public relations
• Search-leveraged public relations
• Social media marketing
• Content development
451 Marketing Approach (continued):
• Setup (in)efﬁcient frontiers Blog
• Created LinkedIn Group “New England CFO’s”
• setup Facebook recruiting page
• Pitched ﬁrm’s thought leaders to targeted media
• Began paid online campaign
• Distributed search-optimized press releases
• Distributed content through social media channels
• Blog receives almost 2,000 visitors/month
• Website trafﬁc almost doubled
• Tremendous media coverage!
• The Boston Globe, BusinessWeek, Boston
Business Journal, New York Times, Forbes
& many others
• 1st page search results for their top 20+
• 2008 Q4 was one of their best for new
• Over $2 Million in business during
December and January
• 15-30 leads/mo. through website
Consultec Moving Notice
Attention-worthy & fun!
A “keepsake” vs. a throw-away
Rave reviews & lots of buzz
Samsung Telus Campaign
“Experience” vs. advertising
Activated both traditional media
& word-of-mouth buzz
• Encourage/facilitate sharing with social bookmark links
(Digg, Tweet, Buzz, etc.)
• Start blogging!
• Create & share content (posterous.com is a great, easy tool
• Is your customer base always on the road? Make sure your
website/blog is optimized for mobile devices.
• Offer >1 way to connect (RSS, social proﬁles, mobile alerts,
Video, audio & other media
• Experiment with video press releases (don’t replace text,
just add video).
• Create shareable, shareworthy content—not just about your
product/service (that’s just an ad!), but about relevant topics your
customers care about.
• Make great decks? Share them on Slideshare and/or Scribd.com.
• Experiment with live video via sites like uStream.tv or Qik on a cell
• Make sure all your videos and media are embeddable and
• Identify existing communities, social networks, and forums that will
be interested in your product / service—and build relationships on
• Start a community group on Facebook, Ning, MySpace or LinkedIn.
• Use Twitter as a way to show your company’s personality, ﬁnd and
connect with potential and existing customers and fans, and
engage them in conversation.
• Experiment with Flickr and/or YouTube groups to build media for
• Find bloggers and podcasters whose work you admire, and engage
them in an authentic, relevant way.
Monitoring (aka “listening”)
• Use conversation monitoring tools to glean how people are talking
about your product/service/brand.
• Search Twitter for customer insights on your product, competitors,
• Look beyond trafﬁc volume. Where are people are coming from
and what are they responding to?
• Track your inbound links and when they come from blogs, be sure
to comment on a few posts and build a relationship with the
• Turn complaints and negative posts into victories by genuinely
addressing the issues and grievances in a public forum.
Foursquare & Location-Based Services
• Is your business on Foursquare? It should be.
• Engage with the people who “check in.” Reward them
with special offers, coupons, badges, “shout outs”
• Consider running a campaign via Gowalla or SCVNGR.