What Skills Define a Modern Marketer?

Artist or Scientist? Turns out, a bit of both, with a dash of other.

Eloqua has published a research report entitled “Defining the Modern Marketer: From Real to Ideal.”

The study found that the modern marketer persona is ideally three-fold – a hybrid of content marketer, brand marketer and web marketer. These three “marketer types” were chosen by survey participants when asked about the current modern marketer role. Successful marketing, however, includes more than three roles and should factor in the use of marketing technology (CRM systems, marketing automation), analytics, targeting, conversion (prospect to customer) and engagement (the right content through the right channels). These five marketing areas were chosen to make up the ideal modern marketer scorecard. The ideal modern marketer has the optimal percentage of all five skill areas – adding up to 100 percent.

But all the right skills won’t matter, if you don’t know the customer.

The good news? If you know your customer, you can turn to professionals with these skills. And that’s often the definition of today’s Modern Business Leader.


Managing Your Business Facebook page on an iPhone?


Many of our clients are doing more and more with their Facebook business pages. While there’s been an Android app available for managing Facebook Pages, there still isn’t one for iOS.

Looks like that might be able to change. There’s been a detailed review of an iOS app called “Facebook Pages Manager” that will hopefully be available in the Apple App Store for US customers soon.

I’m looking forward to loading this and will give a short review once I have done so.

This may be a nice way to increase your Facebook activity for your business while on the go.

Fewer Words Matter

The hardest part of any marketing task is communicating your message in just a few words.

I have been telling friends for years that a marketing degree should start with “Marketing 101: How to Describe It in 100 Words.” It would be a weekly course and every week the student would have to describe the same item, but in fewer and fewer words. The final would be a Google Adwords Ad…here is it’s format:
25 Characters
35 Characters
25 Characters

That’s less than 100 Characters, including spaces. And in that 100 characters you have to grab a person’s attention, differentiate yourself and entice them to click on your Ad among all others.

Most firms we begin helping have a tough time saying what they do in a paragraph.

One of the SEM mentors I follow posted this video, which I think sums all this up in two spoken sentences and one written one.

Can you describe your company in seven words or less? Give it a shot, you may be surprised at the results!

Game changer? Google Adds Word-of-Mouth to Adwords

Quick…which would you prefer your company could obtain, the best Ad ever created or the best word-of-mouth recommendation from a trusted friend?

Most business owners I know would pick the word-of-mouth recommendation from a friend every time. Nothing helps move a sale to closure better than a friend recommending the company or product.

Facebook has definitely been gaining Advertisers mostly due to this belief. They believe that Facebook’s ability to tie together social friends and target demographics with more ‘personal information’ will provide better conversion metrics. In other words, higher sales for same or less Ad expenditures.

One of my clients recently received a letter from the Google Adwords team providing information about Google’s upcoming “Google +1” implementation. Google is adding an ability for users to promote Ads, indirectly promoting the company, brand or product within the Ad. Even more importantly, Google will begin showing these personal promotions in Ads shown alongside of search results. In other words, if I were to search for “remote control toys”, it is possible that I will see a Google Adword Ad on my Search Engine Results Page (SERP) that mentions a real person I know within my known online social networks has previously ‘approved’ or ‘liked’ that Ad, company, or product. Google hasn’t gone so far as to copy the word “like”; instead they are using “+1”, which I think is not as effective as Facebook’s Like button, but the end result could still have similar impact.

I’m including Google’s letter in two parts. Part one is the intro and an example of how an Ad looks today:

And the second part of the letter shows how the Ad could mention a friend has ‘approved’ or ‘likes’ this Hotel:

Why is this a big deal, so much so as to call it a Game Changer?

Google Adwords has had huge impacts across all areas of advertising from print to broadcast to online. With this one change, Google has enabled their Ads to be displayed with personal recommendations, a quick online “word of mouth” approval, which will undoubtably increase clicks and conversions. More sales for same or less money will drive more advertising dollars. Which will increase Ads, which will increase the amount of word-of-mouth exposure, which will convert more Ads. And it goes on and on.

If you already have Ads running on Adwords, be prepared to solicit friends and fans to “push that PlusOne button” and help promote your word-of-mouth. If you aren’t yet running any Ads via Google Adwords, you definitely need to consider doing so.


Big Change in SEO “Best Practice” – Anchor Text in Links

One of the toughest things for small business owners is keeping up with all the important advancements or changes in technology that impacts many aspects of their business. Unfortunately, these advancements might be in areas that are NOT the business owner’s core competency, such as Web design, Quick Books updates or new Trade Event booth designs that dramatically cut costs.

Was Ten, Now Nine SEO CommandmentsImproving and keeping your search engine results are one of those areas as well. And for some months now, it appears that Google has drastically changed a top ten “SEO Commandment” I call “standardizing keyword use with inbound link anchor text”. This commandment from now on needs to add “NOT” in it. The updated commandment and the explanation are as follows:

Thou Shall NOT use the same Anchor Text Keywords within all inbound Links 

During most of 2011, Google has focused on trying to reduce the “black hat” SEO sites that are merely content farms housing shallow information that is seldom what a searcher is seeking. One item they continue to analysis AND penalize involves paid links. Their house cleaning consists of punishing violators who are obviously paying for links on a site that isn’t relevant and shouldn’t be sending traffic to the violator’s site.

Small business owners are easy, constant targets for the “we can guarantee your company will show up on Google’s first search page”. One of the often used methods is to sell a service that will increase the amount of incoming links.

FOR YEARS, SEO experts have know that using your most important keywords CONSISTENTLY in the link on the other site increased the importance of showing your site when someone searched on those exact words. This recommendation has been considered a White Hat Best Practice since its inception.

Now that same behavior could get you penalized. Just like JC Penny and Overstock.com (for slightly different link building schemes). Google has determined that if too many of the links on other sites that are pointing to your site use the same exact text in their link, you are probably paying for them.

We would recommend that you build up an expanded list of your most important keywords. If you have the opportunity to request what anchor text to use on another site, keep track. Use Google Webmaster Tools to periodically check natural growth in inbound links. Make sure to include product and company brand names in the links now to further change the links from being all the same.

Google assumes “natural links” would not always use the same words. And if they suspect you are buying those links, they’ll silently penalize you from being displayed on their search results.

Yes, this will happen even if you have only been following Best Practices or Used an professional SEO expert in the past. By the way, this is also the reason you shouldn’t think of SEO as a one time task.

Claim Your Business’s Google Places

I’ve posted previously about the importance of “claiming your Google business listing” on Google Maps. Last year, Google renamed this feature and created Google Places. Well, it is even more important for businesses to claim their Google Place and start improving or adding to the information that Google has chosen to include. This should help your search engine results on Google AND help customers learn about your business from YOU as well.

Claim Your Google Place

We recently added a new client that has been in business for a little over a year. They chose to start their company in a facility that houses other small businesses…which means they all share the same physical street address, except for their Suite number.

This client didn’t show up on Google Maps, even if you keyed in their phone number OR actual address. I was actually surprised they didn’t show up at all. Of course, in this case, Google’s authentication method wouldn’t allow the use of their phone number, because Google hadn’t put the two connections together within their indexing. I had to use the slower post card mail route.

Now, can you imagine the frustration of users today who might be trying to locate your business AFTER arriving close by. Now that they’ve claimed their Google Place, they show up correctly on Google Maps as well.

FREE Google PlacesIf you are a retail establishment that relies on foot traffic/local traffic for your revenue, I cannot stress how important doing this simple, FREE, easy process is for your company. If you need help, give us a call.

The Good Get Emmy’s…Or Smell Like Ones That Did.

I’ve previously blogged about the “old school’ (non-Computer Generated) methods used for an Old Spice commercial starring Isaiah Mustafa, in which the scene changes rapidly before the viewers’ eyes with only 2 minor CG effects used. It definitely touched a cord virally online. Old Spice followed up with various social media engagements around the actor and commercial.

Well, apparently the Emmy voters feel just like the masses…they awarded the commercial with an Emmy. Glad to see it, the actor did a great job hitting all his marks, keeping his facial expressions correct and maintaining eye contact while delivering all his lines (yes, that’s his real voice too). Meanwhile, the rest of the film crew had to drop, yank, drag, slide and perform various other tasks exactly on time and on mark. 3 Days. 57 Takes.

I wonder if they were all wearing Old Spice at the time?