In which I tell a
tale ofCompuserve spamming, andwhy being significant is realmarketing – being annoying isnot.
YOUR CAREER IS ABOUT MARKETINGNo
matter what you do, if you’re starting acompany, you’re a marketer. Your products,your presentations, etc. are all aboutcommunicating value – significance – andthat’s what marketing is.
This is not marketing. In
which I tell the story of how Bicycling Magazine taunted me publicly in 1992. Yes, I tend to carry grudges for a while.
This is what it’s like
when Bicycling.compukes a popup ad in the middle of a page.This has nothing to do with marketing. It’sharassment/browbeating. buybuybuybuybuy
Bicycling, you guys just make
it waytoo easy.Seriously, though: This particularpopup is worthless to me, even if Ididn’t hate popups. I’m a bikemechanic, for God’s sake. Why areyou bugging me with advice on howto apply handlebar tape? Seriously?!
100% 91%80%60% Search, though, is
the dominant force. It’s kept 66% growin, with 91% of users saying they use a search40% engine every week. Social media? Not so much. Search20% Social 0% 2002 2004 2006 2008 2010 2012 From http://pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx
WHERE PEOPLE CLICK: SEARCH A
lot more people click on Never organic results than PPC results. Rarely Occasionally PPC Natural Frequently Always 0% 10% 20% 30% 40% 50%
BUDGET ALLOCATION BY CHANNELYet far
more marketers saythey’re putting most of theirbudget into PPC than any otherchannel. And Social Media,which generates even less, getsa sizable chunk, too.Why? I don’t know. Rand Fishkingets a great look on his facewhen he tries to explain this – hethinks it’s ridiculous, too – like hejust ate a lemon that went bad.Me? I just get heartburn.
If nothing else, make sure
youget the SEO folks involved whilebuilding your site, not the day OK, lets getbefore launch. The resultsotherwise seo in the may be, uh,disappointing. here OK, lets get the seo in here
FOLLOW THE GOLDEN RULE. ALL
THE TIME.In which I tell the story of Carmel Limousine in Manhattan,who earned my eternal enmity with godawful service threeweeks ago.Treat everyone you ‘meet’ in social media as an importantperson, and as you’d want to be treated. Never know whenyou’ll piss off someone with 14,000 Twitter followers.
STEP 2: BE SIGNIFICANT Really,
it all comes down to this. Once folks find you – once you’re visible, you have to matter. And you have to matter even if I’m not buying right then.
KNOW WHY.If you want to
really nailthis, understand the ‘why’of your business. I’ve readthis book 3-4 times now.You only have to read itonce.
Etsy’s why – to me
anyway– is to connect cool peopleand cool stuff. So theywrite about that, a lot.That makes themsignificant to me, even ifI’m not buying a thing.
There is NO BETTER VALUE
IN MARKETING than greatcontent. If write it yourself, it costs zero hard dollars. Ifyou hire a fantastic pro to write it, it might cost you$500/article. If you do a video, maybe $2500.And each piece you produce is a permanent asset andauthority builder.Plus every piece is a shot at a viral ‘home run.’Spend $500 on paid advertising and see if you getthat.I’m not saying ‘ignore paid ads.’ Paid ads – PPC orotherwise – are crucial. We always put them intoclients’ marketing mix.But they generate a proportional, short-term return.You need to also invest in something that generates along-term, potentially geometric return. That’s all thissignificance stuff.
STEP 3: BUILD COMMUNITY Once
you demonstrate significance, it’s time to build ‘community.’ Which is a trendy term for what we used to call the ‘house list’ – aka the folks you can reach out to when you’re selling stuff.
The same day Carmel earned
aspot in my Book of Grudges,Alaska Airlines showed why I lovethem so. Long wait for bags, so Itweeted about it at 12:15 AM.
I had a reply about
5 hours later.We exchanged a few moremessages – they made sure I wastaken care of.The baggage delay, by the way,ended up being Seatac’s fault. But@alaskaair was STILL thereoffering to help.
Ahem. Getting serious: Part ofbuilding
the house list is seeing toit that everyone converts. We offerfree e-mail series on all manner oftopics. Folks can sign up and getfree learning. In exchange, we getto occasionally pester them aboutmore free learning.
LAUNCHROCKBut you’re a startup, and
you haveno time for this. Your dev team isslammed, and so are you.OK. Use a tool like Launchrock toset up a quick ‘keep in touch’page. It takes 2 minutes.