A Blog About Digital Marketing…

We write about what we do. Digital marketing ideas that are approachable, through the lens of our work; that’s what you’ll find in our posts.

Archive for December, 2009

Oh Look! A Chicken!

Saturday, December 12th, 2009
No Gravatar

Ever try to have a conversation with someone that has Attention Deficit Disorder (ADD)?

Some tell me that I exhibit some of the tell-tale signs.  I know my father does.  My family jokes with him about it all the time.  A couple of years ago, we bought him one of the famous t-shirts, “I don’t have ADD. I’m just….Oh, look! A chicken!”2 of arts- 2000 visual mashups- q thomas bower

Joking or not, that’s sometimes what it’s like talking to him.  If you aren’t engaging him with something interesting or meaningful, the attention goes out the window.  If I’m ever having trouble putting together part of a website, I just think of him, and I usually figure it right out.

If you think you don’t know someone with ADD, guess who does? Your customers. The people you are trying to reach.

Here are a few simple tips to work with the web’s short attention span:

  • Follow Steve Krug’s advice laid out in ‘Don’t Make Me Think‘.  Make it immediately clear what you do
  • Format your text appropriately.  Use headings and blocks of text to break up information into parts that are easy to scan.
  • Have clear calls to action.  Make it easy for people to do what you want them to do!  Join a list, download a PDF, or calling your business all fit the bill.
  • Speak to people, don’t shout at them. We’re all SICK and TIRED of the bullhorn tactics (even those with pretty strong ADD characteristics).  And they don’t work anymore, anyway.

Have You Changed the Oil on Your Web Presence?

Friday, December 11th, 2009
No Gravatar

Quick- how often do you think about your web presence?

Personally, I think about it almost all the time.  Yours, mine, theirs, how to improve, how to expand, how to increase conversions.  All of it.ferrarif430- bakar

The other day I was thinking of a way to explain the importance of website maintenance.

First, what is it?  In simple terms, it involves everything from bug fixes to security loopholes, from making sure that your content is current to tracking how people are finding it.

Well, it just so happened I was on my way for an oil change, and the metaphor hit me all at once:

When you buy a new vehicle, you’re making an investment which is generally a result of planning.  What kind of vehicle? What brand? What color? What features?  It’s similar to hiring a digital marketing company or a web designer, no?

Also, you have expected outcomes of the investment – smooth ride, worry-free driving in the snow, great gas mileage, even status. These are the goals that you intend want to reach through your investment.

Your web presence is similar; You go through the process of hiring an agency, and you determine features, content,  and styling issues.  You launch a website and a digital marketing campaign with expected outcomes.

However, here’s where usually the website loses out in our set-it-and-forget-it world.

You own a vehicle- do you change your oil somewhat regularly?  Ever replaced your wiper blades, tires, or air filter?  When the weather is nice, you wash it….maybe even once a year spring for a detail?  You might not do all of those, but in order for your vehicle to run properly, it requires maintenance.

Your website is no different.

Would you walk into the dealership a year after purchasing a new vehicle and complain it isn’t working properly?  What if you hadn’t ever changed the oil?  Probably not.

Why, then, would you expect your search engine rankings to maintain or improve with no new content?  Is it reasonable to expect improved conversions on your PPC without investing in testing of ads, landing pages, and calls to action? Social media success without participation?

Your web presence, like your vehicle, requires consistent attention and routine maintenance for maximum effectiveness.  No way around it.

Why Your Website Is Officially No Longer Enough

Thursday, December 10th, 2009
No Gravatar

Search engine marketers are fascinating.

They’re friendly, smart, mostly unassuming.  It’s remarkable considering that these are the same people that largely determine what the world sees on when they go online.  That’s real power.Erik Charleton- Rocket Drag Racing

When a revelation hits that industry, listen.  It’s important.

Here it is: “The days of concentrating your web marketing efforts on a website alone are hereby gone.”

Good riddance.  Websites are an excuse for too many companies to put up another billboard.  There’s really not much thought other than “sell more”.  That’s why so many of them are so bad.

Digital presence demands more from marketers.  It begs for relationship.  It rewards clarity of thought.  It needs care and feeding.

Everyone marketing a business is now a publisher.  Welcome to your new life :-)  Here’s what’s in the suite:  website copy, blogs, podcasts, video, photo streams, social profiles, networks, and, above all, relationships.

That’s good for businesspeople and bad for spammers.  When real people start to determine the strength of your business online, through blogs and reviews and recommendations within their networks, we can instantly see what’s trustworthy.

Start thinking about matching who you are online to who you are.  There are a lot of important ways you’ll need to show it.  Starting now.

Small Amounts Of Better

Wednesday, December 9th, 2009
No Gravatar

I like progress.

Thinking about ways to move projects forward will keep me occupied for hours.  I also like systems, and putting them into action.hooverdam bridge construction- jamiejohndavies

So I really enjoyed a post from last summer (remember summer?) on Tim Ferriss’s blog by guest blogger Chad Fowler.

Chad discusses productivity in terms of incremental improvement, placing emphasis on the increments.  he asks, “Are you better than yesterday?”

This question is central to most digital marketing efforts. It embraces the idea that a journey of a thousand miles begins with one step.  And most businesses have yet to take that step.

Content marketing, where you’re writing and participating online in your field, isn’t static.  It’s a process.  One that’s remarkably like being a magazine editor.  If you think about your marketing in those terms, you can start to measure small amounts of progress, which has a motivating effect on production.

For instance, if your goal is to write at least four blog posts every week, that’s a pretty daunting task for someone that 1) has never written a real live public blog, and 2) already has a full list of things to do at work.

If you compare your output not to how close you are to the end goal, but to weather you’ve done better than yesterday, it’s going to make your new job as a publisher more manageable.

It’s also going to make your progress more measurable.  If you have a huge project on your radar, like auditing, restructuring, and rewriting all of the content on your site, it’s going to be tough to look at that little red line moving toward the finished product.

If you start with zero new content, and audit just one branch of the site, well, that’s huge gains from the progress you had yesterday.

It’s perception, sure.  But in a lot of ways, perception is reality.

If perception is enough to get you motivated to work on your digital marketing strategy, great.  It’s a smart way to make progress.  Create small amounts of better, everyday.

That’s Not What Your Website Says

Monday, December 7th, 2009
No Gravatar

If you’re really happy with your website, it’s pretty telling.

It means…quality- victoriapeckham

  • -you have traffic that’s worthwile.
  • -people are finding what they’re looking for.
  • -you’re involved.

So what happens after that?

If you’re taking the care and feeding of your site seriously, conversion happens.  And you, being the wonderful digital marketing caretaker that you are, have planned for this way in advance.

Conversions are happening every time someone finds what you want them to find on your website.  Call it micro-conversion.

For instance, if you’re a Convention and Visitors Bureau, micro conversion might be page views on a festival itinerary that’s coming up that’s linked through your event calendar.  Then your reader downloads the PDF of the parking map for the festival.  Another micro conversion.

And they sign up for updates via cell phone (SMS marketing).  And they add your podcast.  And they leave a comment on your blog.

All micro conversion.

What’s really important happens beyond the website.  If your online experience is great, your customers want the real you to be even better.

Training plays a big part.  Knowing the information on your site isn’t enough; you’ve got to have your site down pat.  It should exactly match what you tell your customers in person.  (And then you should give them something more.)

“That’s not what  your website says,” should be a sentence business owners never hear.

How To Write While Going Over A 14 Foot Waterfall

Friday, December 4th, 2009
No Gravatar

The quick answer?  Take notes on the way down.

There’s a waterfall here in West Virginia on the Gauley River called Sweet’s Falls.  As a ballpark estimate, I’ve run the falls around 500 times.  Here’s how it works…Kaali River- kuttibalu

When you start, there’s a line of waves that runs right up against a cliff on the right side of the river.  You have to line your boat up on the left side of those waves.  Once you start into them, get ready; no backing out now.

Follow the waves as they get bigger and bigger, and then…

That’s when you start writing.

Meaning, your message goes right here.

The process of writing for the web is like paddling into the entrance to Sweet’s Falls.  You want to put readers on a path, a line of waves.

One thing to consider:  Really good guides would run the falls without anyone ever taking a stroke.  The current did all the work for them.

That’s how your website should be.  Each micro conversion (getting to your About page, downloading your PDF) carries readers toward where they want to go.  They don’t have to work for it.

Long paragraphs, ambiguous menus, and big chunks of test are all swirling eddies that pull readers off course.  It’s work to get out of an eddy, and if you make readers work, they’re gone.

It takes a lot of practice and training to drop the falls just right.  But if you start with that end in mind, you’ll carry your readers through safely.

Why You Should Use Twitter The “Wrong” Way

Thursday, December 3rd, 2009
No Gravatar

I like reading twitter tutorials.  Not because I suck at Twitter, but more as a morbid curiosity.

I’m a rubbernecker on the information highway.LA Traffic- respres

Never has the echo chamber of the internet reverberated so loudly as during the Twitter revolution.  It’s a bit of a paradox- how can people say so much about saying so little?

Easy.  A lot of them preach.  Then they re-preach (RP).  It’s what to say and what not to say in the Church of Twitter.

Twitter is a marketing tool, for most.  It can be used an infinite number of ways.  There’s the ticker-tape (Guy Kawasaki), the full-on micro blog (Dave Winer), the help desk (Chris Brogan),  and the snark (Fake AP Style Book), just to name a few.

Want to know how it’s done? What the secret is?

Well, there are a lot of ways to use Twitter.  The only thing to remember is: don’t be pushy.

Here’s what I do, and it works well for me…

1.  Put all of the blogs that cover your area of expertise into a reader, along with some other ones that cover topics of interest, like pollen research or hair metal or whatever you like.

2.  Follow all of the writers of those blogs, and link to their posts in your tweets, or at least try to without being a suck up.  After all, you’re following them because they’re worth reading, right?

3.  Say something funny.

4.  Tweet your own link once or twice.

5.  Respond to anyone who says thanks by saying thanks back.

6.  Download tools to make the above 5 points more efficient.

There are a lot of other formulas and methods out there, but this will work fine.  It’s the summary of  millions of blog posts about how to use Twitter.

You don’t have to be a “power user”.  I’m not, and I get a lot out of my Twitter experience, personally and from a business perspective.

Is that wrong?  Maybe.

I’m okay with that.

The Best Gift You Can Possibly Give A High School Senior

Tuesday, December 1st, 2009
No Gravatar

I don’t care about  shops that put up their Christmas stuff too early.  Or Black Friday.  Or Cyber Monday.  Or shopping in general.

I’m just not that into it.Rob Ten Pass- bunkodesk

But I do have a recommendation to make for a gift.  It’s more than a recommendation, actually.  I’m ready to beg.

Here it is:  If you know a high school senior, please, this holiday season, do everyone a favor and buy them Daniel Pink’s The Adventures Of Johnny Bunko.

Yes, it came out over a year ago.  Yes, your senior wants a gas card instead.  Yes, it’s a comic book.

Actually it’s manga, which is Japanese for comic book.  Doesn’t matter.  It’s awesome.  And the teen in your life will think so, too.

Here’s why:  We live in a world of images.  Like it or not, the way messages spread now is through pictures.

We still have to take those pictures, some of them, and digest them. But with the sheer tonnage of information coming at us (especially at an 18 year old), that’s getting harder and harder to do.

It’s especially hard to do with a book.  Successful classrooms use the web to an extent that their textbooks are becoming irrelevant, or, at best, a set of notes to reference the actual work going on.

So when you sit down to talk with a person who has in front of them the limitless options they see everyday on the internet, and ask them what they want to do with their lives, you better prepare yourself for a lot of blank stares.

And giving them the Newsweek Guide To The Best Colleges isn’t going to fix that.  Most of the problems they’ll be facing in the working world don’t even exist today.

Johnny Bunko is nothing short of a revelation to most teens.  And a lot of adults.

The story is about Johnny, who did okay in school and took the path everyone said he should take.  Then, of course, he realizes that he’s stuck in a cubicle for life with no idea how he got there.  Pretty standard stuff, right?

This is different.  This is brilliant.  The book’s lessons are essential.

The publisher bills it as “the last career guide you’ll ever need”.  For a lot of teenagers today, they’re right.

You might be tempted to think that a book about careers isn’t a gift for the holidays.  That’s a graduation thing, right?  A little helpful advice from their favorite adult-type-person?

Wrong.

The holidays are exactly when they need this book.  Graduation is too late.  The holidays are the big break before the home stretch.  That’s when their minds need to race and roam, to find direction.

Give them some.  It’s a gift that they’ll definitely thank you for.