Archive for the ‘Marketing’ Category

Trend Report: 8 Marketing Patterns to Watch

Web searches are one of the best indicators of public interest. That fact is a basic underpinning of online marketing and SEO tactics – but what can web searches tell us about these very same industries?

Inspired by the year-end Google Trends campaign, we decided to look at some of the most common keywords from our own profession to see what terms are falling and rising in popularity. By using Google Trends to analyze seven years’ worth of data – from January of 2008 to November of 2014 – on 20 words related to online marketing terminology, design, and strategies, we created a review of the evolution of the industry and some predictions for its future. This new marketing trend report gives us a long-term global analysis as well as more recent regional insights.

Public Relations and Press Releases vs. Content Marketing and Inbound Marketing

MarketingKeywordGrowth_PRvsMarketing

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How to Write Kick-Ass Landing Page Copy

We recently hosted a webinar with the super talented Joel Klettke of Business Casual Copywriting. If you missed out on the webinar, check out the video recording and recap of 8 Easy Steps to Writing Kick-Ass Landing Page Copy!

 

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Sign Up for Our Copywriting Webinar with Joel Klettke

We’re really excited to announce that Joel Klettke of Business Casual Copywriting, one of our favorite writers in the industry, will be joining us for a webinar on How to Write Kick-Ass Landing Page CopyThe webinar is Wednesday, October 29th at 1:00 EST/10:00 PST.

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Case Study: Leveraging Video to Educate Your Market

This week’s blog post comes from Will Fraser, CEO and Co-Founder of Referral SaaSquatch. Follow him on Twitter @getFraser

When we started Referral SaaSquatch, we spent a lot of time educating the SaaS/subscription market about our platform and how we’re different from ‘competitors.’ Honestly, a lot of the questions, while valid, were the same. What is a referral program? Isn’t that an affiliate program? Can’t I build that in-house? (more…)

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Promoting Interactive Content: Getting Ahead of the Content Marketing Pack

In 2013, the most popular pieces of content on both BuzzFeed and the New York Times had something in common.

Was it that they were well-research pieces by respected journalists? No. In fact, the NYT piece was created by an intern. Did they break news? Nope, no new news was made. Were they beautiful, Snowfall-like visual constructions? Nope. They were designed from templates.

They were quizzes.  The writing is on the wall: interactive content is the future of content marketing.

 

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How to Find and Analyze Your Competitors’ Campaigns

When you understand what your competitors are saying and doing, you become more confident in what makes your brand different and special. You get better at targeting and create more compelling messaging. An audit of your competitors’ marketing campaigns is a great place to start.

5 Steps to a Competitor Campaign Analysis

The following process will help you conduct an audit of your competitors’ marketing campaigns.

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Stop Marketing to Keywords, Start Marketing to People: Lessons in Traditional Marketing

Today’s post is from one of our favorite customers, Ethan Lyon.  Ethan is an SEO Consultant at SEER Interactive in Philadelphia, Pennsylvania. You can follow Ethan on the SEER Interactive blog, Twitter, and Google Plus.

Before I jumped into SEO, I wrote marketing and business plans for small to medium sized businesses. These often entailed customer interviews, audience segmentation, need state analysis and finally, creative marketing initiatives broken down by cost and time.

My next job was doing SEO for a lead generation site. At the time, it was about how many emails could you send, how many directories could you submit the website into, and how many comments could you leave on PR 3 sites.

Why was I spending all of my time writing BS comments and submitting to directories that probably would never post a link when at the end of the day, I was marketing to people? Nothing changed from my traditional marketing to SEO positions, yet I was running around spamming the internet to get links.

The focus was on revenue and leads without ever giving thought to how that revenue and those leads were generated.

So, I want to go back to marketing’s roots and that is: PEOPLE.

  • People sign up for your newsletter
  • People buy your products
  • People want more information about your business

 

People, People, People

It’s so simple, it’s embarrassing that I was running around spamming the internet when I should have used some of the traditional marketing knowledge and marketed to people.

People have unmet needs that search marketers overlook because they’re marketing to keywords, not people. People build relationships with brands that can last a lifetime. Do keywords do that?

The true irony is people tell Google their deepest, darkest secrets. In theory, Google knows people very, very well. I want to show you how to use the core principles of marketing and inject them into search optimization.

We’re going to use the corpus of knowledge about people that Google provides, free of charge, to inform our marketing campaigns. We’re going to use keyword research to segment our audiences, develop content to meet their needs and finally, find internal and external linking opportunities to promote that content.

Let’s start big.

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Geolocation’s (soon to be) Place in PR

[Infographic Credit]

Yeah, I Foursquare. I even have a Foursquare profile for BuzzStream. You can watch me check into one of three coffee shops in the morning, the office for the afternoon, maybe a happy hour spot around 6pm and then a couple random spots at night. Am I always at where I check in? No. I try to Fakesquare a few places when I’m stuck at a stop light. Foursquare is doing its best to catch cheaters like me. This begs the questions, why do I Foursquare? I’m not sure yet, but I keep doing it and now that Twitter “Places” is live many more will be joining me in the location game.

What does this mean for PR? What’s compelling is the opportunity to integrate location data into a relationship management service. Think of a SCRM or like platform keeps tabs on the location of your contacts in proximity to you. What if you got alerts when specific contacts came with in “range”. A kind of “set it and forget it” option that thinks for you in the background.

Twitter says, “By turning on this feature, you can include location information like neighborhood, town, or exact point when you tweet.” Exact point? That might be a little much. It feels a bit too “big brother” and I see the opportunity for a whole new level of stalking. But the advantage of knowing the proximity of your contacts provides for possible offline interaction. A more memorable and personal interaction that builds the relationship in ways that phone calls, emails and Tweets can not. It builds trust, faster.

For this to make sense we need mass adoption. Twitter is the first step, especially for B2B and last month Facebook said they were getting into the location game. If that’s true for Facebook then the lever for mass adoption will be pulled and with it comes a profound increase in location accuracy because it’s not a game. There’s nothing to win, so trying to game the game goes away. No more random check-in’s but specific locations attached to everyday communication. If done right, this information could be a boon to the busy PR pro wanting to efficiently connect with their contacts offline. Perhaps my Fakesquaring days are over.

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BuzzStream Release Notes – 3/7/2010

It’s about that time. Time to lay out what we’ve been up to since our last post. It’s been a while; we know it and it’s no OK with us. Why the blackout? A ton of new customers, continued product enhancements and infrastructure upgrades have had everyone juggling fire. We don’t like burns so unfortunately the blog has taken a back seat. Now that the acrobatics are over, we’ve got a bunch to share. Let’s get to it.

Speed of the Link Buzzmarker

If you’re using BuzzStream for Link Management, you’ll see huge improvements in the time it takes for the Link Buzzmarker to scan the page.  This will make your link research and link documentation efforts much more efficient.  I was testing sites last night that had been taking 10-15 seconds to load and they’re now loading in 2 to 3 seconds.  We’ll make similar improvements to the Media Buzzmarker in a future release.  This will be a continuous process…the end goal is to get it to where there’s virtually no wait time when you click the Buzzmarker.

Tag Management

One of our most frequent requests from people who have been using the product for a long time is that tags quickly become unmanageable once you have a lot of contacts or a lot of people using the product.  We’ve taken the first step to addressing this by adding tag management capabilities.  Now you can select multiple contacts and add, edit or delete contacts for those contacts.  So suppose one person was using the tag “social media” and another person was using “social_media,” you can now fix this by filtering on the tag you want to remove, selecting all the contacts, removing the one tag and adding the other.

Enhancements to Tasks

We continue to extend our Task Management capabilities so that you can better track and manage your influencer outreach efforts and your link management activities.   Here’s a list of the things we added since our last Release blog post:

  • The ability to add a task while Buzzmarking a contact
  • E-mail notifications of your daily agenda as well as notifications when tasks are assigned to you by someone else
  • The ability to add follow-up tasks when you’re adding notes, editing links, etc (for example, after adding the note “Talked to John about the product review,” you can create a follow-up task titled “Send screenshots” that’s associated with the note)
  • Task filtering on the Dashboard – this will enable you to see tasks associated with a specific project, tasks that are due at a certain time, and tasks that are assigned to someone on your team.

BuzzStream's task management capabilities

Bulk Operations

In addition to Tag Management, we’ve added  a number of other operations that can be conducted on multiple contacts at once.  This is particularly useful when you’re working with a large number of contacts.  Our bulk operations currently include:

  • Select specific contacts to copy or move to a different project: you no longer have to move/copy all of the Link Partners that are in the current filter…now you can specifically select the ones that you want to copy or move.
  • Bulk delete
  • Ability to change the “assigned to” field for multiple Link Partners at once
  • Ability to change “relationship stage” for multiple Link Partners at once

BuzzStream bulk operations - changing influencer ratings for multiple contacts

Improvements to Search

We implemented Lucene as our search technology, which will give us much more power for searching.  In the near-term, this means you can now search on any term in the fields we look at.  In the long-term, it’ll mean that we’ll be able to search across much larger data sets.  This will become much more important as we enhance our influencer monitoring capabilities (i.e., you’ll be able to do things like look for any of your influencers who have written about a certain topic in the last X weeks).

Improved Performance

We added a number of large customers last week and we’re optimizing to make sure that performance keeps up.  We’re addressing this both with code optimizations and by adding more hardware.  Things seem to be humming, but please let us know if you see any issues.

Usability Improvements and Bug Fixes

In addition to these new features, we also made a number of usability improvements and fixed some remaining bugs.  Here’s the list:

  • The Quick Search box now clears when you click “Clear Filters”
  • For monitoring, the “Manage” tab is only available to Administrators
  • Fixed a bug that was preventing retrieval of Twitter metrics when you’d click “Update Metrics”
  • Links to external websites now open in a new tab (instead of a new window)
  • Fixed a bug that was making some social profile URLs unclickable (e.g., some facebook URL formats)
  • When you click outside the Projects drop-down, it now closes automatically
  • When you finish an Import, the “Cancel” button now changes to “Close”
  • Increased the character limit for the “About” fields on People, Media Outlets and Link Partners
  • Fixed a set of user interface bugs on Internet Explorer.  These include:
    • Cursor wouldn’t turn into a pointer when you hovered over the Delete icon
    • “Link out” icons were getting cut off on some pages
    • Text in “Recently Viewed” section of the Dashboard was getting cut off

Lots of tasty goodness in our near-term roadmap as well…some of the things we’re working on:

  • Reporting: our highest priority for our next major release
  • Filter memory: BuzzStream will remember your filter.  So, for example, suppose you’ve filtered your list to only show contacts assigned to you.  If you go to a different page or log out, the next time you return to the list, you’ll only see those contacts (this is a first step towards Saved Filters).
  • Highlighting contact info found by the Buzzmarker: When you Buzzmark a page, we’ll  highlight the section of the web page where any contact info is found.  This will reduce the time required for research.
  • Complete upgrade of the Backlink Checker e-mail in the Link Management product
  • More bulk operations
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PR Spam is a Tools Problem

I ran across this post from a few weeks back by Drew Kerr talking about how AllThingsD writer Peter Kafka Tweeted out that he’d hit the breaking point with PR spam.

“Message to clients of ‘on demand’ spam PR firm Vocus PR.  Please stop using them. I’m setting up a filter to delete all their pitches.” — Peter Kafka

Drew then writes, “Let me save you a lot of money and aggrevation: if you want to ‘engage,’ first get an RSS reader like FeedDemon and actually read the journalists and bloggers you are contemplating.

My eyes filled with tears of joy at that.  Yes, yes, yes!  The problem is the tools.  Vocus is a spam-enabler because it invites PR people to build a giant list of reporters and blast the same pitch to all of them.  PR people aren’t bad people, they just have bad tools.

Drew’s suggestion that you subscribe to the RSS feeds of journalists on your media list is spot on.  I’ll take that one further and say that you should build your media list based on social media monitoring.   There are perfectly good free tools to do this, which I’ve covered in a previous post.

The Vocus process looks like this: SEARCH DATABASE -> PITCH
What I’m suggesting works like this: LISTEN > RESEARCH > ENGAGE > PITCH

Instead of searching for reporters, you start by LISTENING to what people are writing.  All it takes is setting up the right searches in Google Alerts or Social Mention.  Monitor for mentions of competitors, obvious keywords, and a few non-obvious phrases or jargon that pinpoint people who know your space.  Once you find someone, then and only then should they be added to your media list.  And ideally, you should follow them on Twitter, subscribe to their blog, friend them on FriendFeed, and generally try to get as much information as you can about them.  As a side benefit, this technique will surface mid-tail influencers that may be invisible to Vocus, and enable you to get to them before they’re bombarded with pitches.

BuzzStream will soon be unveiling our PR & Social Media product to connect the dots between identifying a journalist (or other influencer), researching them, and managing engagement (i.e. relationship-building) efforts over time and across mediums.

If you want to stop spamming, get the right tools.

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