Are you Kevin Bacon Close to your Customers?

Are you Chuck Norris Bacon Close to Your Clients?

Chuck Norris Bacon Number

Google just added a new search option, called the Bacon Number. Adding Bacon Number to an Actor or Celebrity name will calculate and display the other actors that have mutually worked with Kevin Bacon or your provided actor in the same movie. Or worked with an Actor that later worked with one of them. For each actor that is needed to link the original actor to Kevin, that counts as one degree of separation.

This fun little actor trivia game is based on Six degrees of separation, a concept that refers to the idea that everyone is on average approximately six steps away, by way of introduction, from any other person on Earth, so that a chain of “a friend of a friend” statements can be made, on average, to connect any two people in six steps or fewer. It was originally set out by Frigyes Karinthy and popularized by a play written by John Guare.

So, now that you have Google’s help, see if you can find an Actor with a Bacon Number greater than 3. You’ll likely be amazed how small, or tight, the “Hollywood” industry appears when viewed from a “How Connected Are They” search tool.

Unfortunately, your industry doesn’t have a Bacon Number Tool, but it is almost certainly as connected. You are probably no more than 3 degrees, and no further than six degrees, away from every client or potential client. And they are that close to each other as well.

This close connectivity within an industry, or a community, is what makes social networking so effective for businesses, even small ones. Ask your next new customer how they found out about you. If it’s a person, thank them on your Facebook page and Twitter.

Life is Motivating and Demotivating. Sometimes It Needs Help.

As part of my job, I tend to keep an eye out for interesting viral videos or ones that should go viral. While this next one likely won’t see millions of views, it should.

If you want to feel refreshed in your journey…or merely need a jump start to get going, spend the two and a half minutes to watch this clip. If you don’t have time, there’s a message half way through that could forever change your life, time-wise. Kudo’s go out to the first person commenting how to find more time to do what you love!

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!

Buy ‘Buy’ to Convert More Adwords Clicks into Sales

Remember, the purpose for buying traffic to your site using any Pay Per Click (PPC) system such as Google Adwords is to generate more sales…often called “Conversions”. Just spending money to have more eyeballs reading your pages without buying anything is likely not going to help your bottom line. You want to bring traffic to your site that converts into a sale.

You need to set up conversion goals within your site and monitor the direct relationship between increased traffic and increased sales. Often it is useful with companies that don’t sell directly on the web to engage in a few test campaigns. These test campaigns should be targeted to a unique landing page and utilize a unique phone number, email address or other contact method that can show a direct cause and effect between additional site traffic AND additional sales. By conducting a few of these tests, you can determine what type of traffic behavior can be considered a conversion…and even place a dollar amount to define various ‘better value’ conversions.

One ‘short cut’ method that can also help you bring more traffic that is likely converting into higher sales is to create a copy of one of your better optimized, higher CTR, campaigns and merely add the word “buy” to all your keywords. Obviously, if a searcher is placing the word “buy” on their search, they are likely very close to purchasing. Of course, the tradeoff is that there will likely be significantly less traffic using this additional word in searches. Here is a case where a lower CTR will still probably be a better revenue generator, and an overall  cheaper set of keywords, than the one you selected.  You may want to give this method a try if you don’t have the ability or time to do a true conversion campaign test. As always…monitor results.