Marketing Strategy Posts from the Internet Marketing Blog

How NOT To Go Viral: Four Ways to Doom a Viral Marketing Campaign

This is a guest post by Peter VanRysdam, the CMO of 352 Media Group, an award-winning Tampa Web design company, and the author of Marketing in a Web 2.0 World. Connect with him on Twitter: @Peter352. From the CEO’s desk, marketing looks like a pretty simple prospect. Slap together a funny video, post it online and wait for it to “go viral.

” If it were only that easy. In fact, the quickest way to doom a viral campaign is to try to make it go viral. Just like with search engine optimization, content is king when it comes to viral marketing. A remarkable message will be shared, while a blatant ad will be seen for what it is and join the long list of failed memes on YouTube. You don’t have to fall into that dreaded trap. I’m a firm believer in learning from mistak... > Read more

February 08, 2011     |   Posted In: Marketing Strategy   |   Comments: 5

B2B SEO: 4 Kinds of Keywords that Speak to Business Customers

As we've said many times before, the types of keywords you should use in your SEO copywriting depend on your industry and your goals. They also depend on your customers, which is why it's so important to know who your customers are before you start writing your site. What are their demographics? (Age? Gender? Income/educational level? Location?) Are they one-time or repeat buyers? Similarly, if you're targeting business customers rather than individual consumers, your keyword choices will need to reflect that.

B2B (or business-to-business) keywords typically have lower search volume than consumer keywords, and you'll need to delve into the long tail. (Your own analytics are your best source for high-converting keywords.) The below keyword types are particularly applicable in the B2B space.... > Read more

January 05, 2011     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 3

The Sky is Falling: A New To-Do List in the Wake of Google Instant

This is a guest post by Caleb Levell, a search marketing consultant at Hanapin Marketing. His interests include search and social marketing, online collaboration, and social media for business and non-profit organizations. He blogs at PPC Hero and SEO Boy. When I was in college (not so long ago), I had quite the morning routine.

Most important to the routine, I never scheduled a class before 11:15 AM. Of course, this gave me time to sleep in, eat breakfast, and do any last-minute studying. Yes, my schedule was set and my daily to-dos were outlined. Eventually though, it all has to come crashing down. Real life came faster than expected and I had a job. Quick lesson for any of our college readers: Most jobs start at 8 or 9 AM. Thus, my morning routine was ruined. Worst of all, no more break... > Read more

September 20, 2010     |   Posted In: Marketing Strategy   |   Comments: 0

Save 10% on SMX East!

Summer is winding down, and I’ll miss the warm sun, lazy beach days and endless BBQs. However fall is right around the corner and is sure to bring crisp air, pumpkin coffee, football season … and conferences! That’s right; it’ll soon be time to decide which shows to attend, which tracks pique your interest and which industry celebrities you will stalk.

WordStream is excited to be exhibiting at SMX East in New York City this October. Whether you’re looking for in-depth workshops or networking opportunities, whether you’re a beginner or an expert, SMX East will have you covered. We’ll be there, and we hope to see you, too! So get a head start on your conference schedule, register early and save 10% with our discount code (note t... > Read more

August 09, 2010     |   Written by: jsimono   |   Posted In: Marketing Strategy   |   Comments: 0

5 Great Linkbait Sites and What You Can Learn From Them

According to Matt Cutts, linkbait is anything "interesting enough to catch people's attention." Of course, the best linkbait doesn't just catch it but keep it. These five sites are worth re-visiting; here's why they work. 1. Lifehacker Consistently named to lists of the web's best, Lifehacker (part of the Gawker Media family) is a blog of "tips and downloads for getting things done.

" Why This Works: Far from a short-lived linkbait gimmick, this is a legitimately useful website full of life improvement tips (including time management, organization, and smart repurposing) geared toward the tech-geek type. Recent popular topics include "Turn an Older iPhone Into a Prepaid Voice and Data Unit," "Rename Files Fast with the Tab Key," and "IKEA Jerker Do-It-Yourself Treadmill Desk." Because cleve... > Read more

July 28, 2010     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 1

Recommended Resources: BlueGlass LA 2010

Our recommended resource this week is BlueGlass LA 2010, an online marketing conference taking place next month in Los Angeles. This conference will bring together more than 20 online marketing experts, including Clix Marketing CEO David Szetela, MySpace Senior Marketing Manager Tony Adam, and Director of Technical Marketing for Yahoo! Media Laura Lippay.

The event will take place on Monday, July 19, and Tuesday, July 20, at the Marina del Rey Marriott Hotel. Here are some reasons you might want to consider signing up: There will be 10 panel discussions about a variety of topics. Subjects include “How to not FAIL at getting search traffic,” “When to raise money and when to bootstrap,” and “Links matter: How to measure and attain them.&rdq... > Read more

June 28, 2010     |   Written by: Christine Laubenstein   |   Posted In: Marketing Strategy   |   Comments: 0

Online Advertising: The Evolution Continues

I was struck last week by several headlines about the continuing growth of online advertising, but none more than this one: “Online Poised to Supplant Newspapers As World’s No. 2 Ad Medium.” Of course, anyone alive and paying attention this last decade shouldn’t be that surprised by the headline.

Unless they're surprised that newspapers are still #2 – they seem so yesterday. But as I considered that the online world is now 15 years old, and that search, the largest and most significant growth driver of online ad spend, is now 10 years old, it did push me to think about what this news might signify about the online advertising industry’s evolution. You see, new media platforms (like online advertising, or television before it) behave a lot like other new platforms or technologi... > Read more

June 24, 2010     |   Written by: Rob Adler   |   Posted In: Marketing Strategy   |   Comments: 2

How Personalization of Search Is Affecting Traditional Advertising

This is a guest post by Ben Hook. Ben is a search marketer and owner of Navaro, a UK-based SEO company helping clients to increase their online visibility. In the light of Google's recent moves toward personalization in the search results, an increasing amount of advertising campaigns are ditching the traditional "visit us at www.

url.com" and replacing it with "search for: keyword/brand". At first glance this may just seem like a quirky attempt to reach a tech-savvy audience, but it actually has further implications for future search results.  To briefly cover the personalization issue for those that aren't aware, Google, in an attempt to bring users more relevant search results, is using individual search history when ranking websites. This means that if you've v... > Read more

April 12, 2010     |   Posted In: Marketing Strategy   |   Comments: 0

What Is Cost Per Action Advertising?

There are several ways to conduct online advertising campaigns. You can pay search engines or other Internet publishers hosting your ads each time one of your ads is clicked, every 1,000 times the ad is seen, or every time the ad prompts a more sales-related action. The third option entails a user clicking on your ad and signing up for a free trial of a product, registering for a free download, or buying your product.

Signups and registrations generate company leads, while sales generate immediate cash in your pocket.   With this type of advertising you pay the host an agreed-upon fee for each specified type of action. For leads that can mean a set amount, while for sales that can mean a set percentage of the sale amount.   This method of online advertising is called “cost... > Read more

March 17, 2010     |   Written by: Christine Laubenstein   |   Posted In: Marketing Strategy   |   Comments: 6

Larry Kim Speaking at SearchFest 2010

Our illustrious founder and VP of product development, Larry Kim, is presenting tomorrow, March 9, at SearchFest 2010, an SEMpdx event, taking place at the Governor Hotel in Portland, Oregon. (Click here for the full agenda.) Larry will be talking about competitive intelligence: Your marketing efforts do not exist in a vacuum.

Effective competitive analysis gives you the information you need to ‘remove the blinders’ in terms of viewing your company and brands as customers do, and to highly tune your Paid Search Marketing strategies for success. This session identifies which competitive intelligence efforts enable you to determine what your competitors are doing to drive their online businesses, so that you can either emulate their PPC successes, or exploit their PPC weaknesses... > Read more

March 08, 2010     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 0
 
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