Marketing Strategy

Viral Content Marketing Tips for Non-Viral Businesses

 Herpes Simplex is a beautiful thingIt’s flu season, folks! Viral activity is high. And even if you got your flu shot and have Tamiflu stockpiled in your hall closet,  I wouldn’t be surprised if you or someone on your marketing team is secretly dreaming of the infographic or Gangnam Style parody vid that’s going to take off faster than H1N1.

Seriously though. I’d like to think that the obsession with viral marketing campaigns is going the way of small pox. It’s not a practical goal for most marketers, and if it happens once, you can go crazy trying to make it happen again.I may not be an advocate of viral content marketing, but I am an advocate of content marketing, the good old-fashioned non-viral kind. And I recently saw a great slide deck from Upworthy about how they ... > Read more

January 15, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 21

The Problem with Marketing Best Practices

Best practices are best practices for a reason – right?You’ve probably heard people say the same thing about stereotypes. There may be a grain of truth behind some stereotypes, but mostly they’re just an excuse for lazy thinking.Marketing best practices – supposedly tried and true guidelines – are the same way.

Some of them are at least partly true; others are based on pure assumption or are so hypothetical as to be basically meaningless to your particular company.Take, for example, the “best practice” that content for the internet should be brief. Many people assume that web readers don’t want to deal with long-form content, so web writers should always favor brevity over depth.Recently, we’ve found the opposite to be true: Our longer blog posts tend to get better metric... > Read more

December 12, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 16

A Beginner's Guide to Content Strategy for the Web: 10 Things You Need to Know

Content strategy is a relatively new niche discipline in the digital space. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing.This article highlights some of the leading concepts of web content strategy, how it fits in with its neighbouring disciplines, and shares some practical guidelines that anyone in the digital space – especially those new to content strategy – should consider before embarking on their own content strategy.

These findings were inspired by industry experts who presented at the Content Strategy Forum 2012 in Cape Town.Below are 10 things you need to know to meet a content strategy’s ultimate goal of (1) fulfilling users’ expectations and (2) meetin... > Read more

November 28, 2012     |   Posted In: Marketing Strategy   |   Comments: 14

21 Ways to Get Ready for Small Business Saturday

 It’s almost here—the holiday shopping season that so many businesses rely on to profitably round out the year. And once again, there’s a movement afoot to ensure that small businesses get their fair share of the action. Nestled in between Black Friday and Cyber Monday is Small Business Saturday (SBS)—which this year falls on Saturday, November 24.

The U.S. Small Business Administration describes it as “a day to celebrate and support small business and all that they do for their communities.” It's particularly meaningful to me as I myself founded a start-up, and we work with so many small and medium sized businesses every day!Small Business Saturday may be less than one week away, but there’s still time to make sure your business is primed for what will hopefully be a bi... > Read more

November 20, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 3

Who Will Win the Election Tomorrow? Obama by a Landslide*!

*If online engagement metrics are any indication!Election Day 2012 is tomorrow – will President Barack Obama get another four years? Or will Republican challenger Mitt Romney take the win?Political wonks may know that statistician Nate Silver has predicted a win for Obama based on election polls and public opinion polls.

I was curious if the Internet presence of the two respective candidates pointed to the same outcome. So I ran some quick numbers to look at Obama and Romney’s spending on paid search advertising (political campaign ads on Google search and the Google Display Network), their website traffic, and their social media presence (including Facebook fans, Twitter followers, and YouTube subscribers).Based on what I found, I predict that Obama will win by a landslide on Nov. 6, ... > Read more

November 05, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 17

Top 25 Most Popular YouTube Videos of All Time: What Makes a Video Go Viral?

YouTube has become a regular staple of Internet culture, amassing over 4 billion views each day and ranked 3rd most popular website on the Internet. Despite YouTube’s overwhelming presence across the web, strategies for becoming a top viewed video continue to baffle many small businesses.Skip ahead to a top 25 youtube video artists:PsyEminemLMFAOWaka WakaLady GagaCharlie bit my fingerMichel TelóDon OmarPitbullBruno MarsAdeleGotyeKaty PerryMiley CyrusNicki MinajCarly Rae JepsenRihannaIn this blog post today, we'll be:Listing the Top 25 Most Popular YouTube Videos to dateDiscussing why certain videos become hitsOffering tips and tricks on how to make your own viral videosTop 25 YouTube Videos of All TimeLet’s talk about the top YouTube videos that have racked up the most views and what ... > Read more

October 02, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 13

Trim the Fat from Your Online Marketing with Agile Methods

Marketing. Between social and content, paid and organic, PR and community management, marketing is a supersize topic, and one that’s becoming a part of every employee’s job thanks to technology and growing consumer expectations of brands.The breadth of the discipline has created generalists and specialists, with hybrids in between.

Yet despite the tremendous impact good, smart marketing can have on an organization, marketing professionals are often the first weight to be shed when a company decides it’s time to slim down. Why is that?Where Marketing Teams Can FailI generally attribute that type of short-term reaction (off with their heads!) to operational issues decision-makers might be reluctant to accept. Most times, the issue really isn’t rooted in the last weak campaign, poorly... > Read more

October 01, 2012     |   Posted In: Marketing Strategy   |   Comments: 12

DIY? No Can Do: More Companies Turn to Software for Help with PPC

There was a time when being a PPC manager necessarily entailed being an Excel ninja as well. Not a fan of spreadsheets? Then step away from the PPC account, my friend!In 2001, however, a tipping point occurred – the majority of companies no longer managed their PPC accounts using Excel. And the trend continues in that direction.

According to SEMPO’s recent State of Search report, the number of companies who manage their PPC campaigns DIY-style using free tools like those provided by search engines, Excel, or “a simple database” fell from nearly half (49%) in 2001 to just 38% in 2012. That’s a big drop! And a much bigger drop than the change from 2010 to 2011 (53% to 49%).Here’s the survey data from SEMPO (the exact question was “Do you or your primary search engine marketing ... > Read more

September 24, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 6

Content Marketing Magic: Aligning Keyword & Content Types with Business Goals

Lately it seems like content marketing is the new SEO. It’s become a bit of a buzzword. But when you slap a trendy label on something, it’s easy to start overthinking it. Ten years ago, everyone with a website was producing content of one kind or another. Then we started worrying about SEO – how to make that content more visible and available to search engine visitors.

Now that “content marketing” is the word of the day, people are stressing about what “content” means and how they can “create great content.”But the truth is, for most businesses, your goals haven’t really changed. You’re still just trying to get people to your website to do whatever it is you want them to do – to buy your widgets, as it were. Advertising is one way to accomplish that; content marketi... > Read more

September 04, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 16

The 20-Minute PPC Work Week: Weekly Checklist [Download]

We've evaluated thousands of PPC accounts with the AdWords Performance Grader, adding up to almost $1 billion in total PPC spend. Looking at this huge amount of data in aggregate, one of the most salient trends has to do with account activity. Namely, we've noticed a strong correlation between regular activity and relative success.

That is to say, the advertisers that get the highest scores (because they're beating everyone else in terms of key metrics like Quality Score, click-through rate, and impression share) usually spend the most time in their accounts.Disturbingly, about 1 in 5 advertisers who used the Grader haven't even logged into their AdWords account in the past 30 days. We get it – we're busy too! – but if you don't actually work on your account on a regular basis, your RO... > Read more

July 10, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 11

So Long, Farewell, and 3 Online Marketing Lessons I’ve Found While Travel Planning

Well WordStream fans, I have some bittersweet news—I’ll be leaving WordStream soon to spend time in Europe.It’s been such a joy to work here and be part of our mega-marketing team.Normally a year isn’t all that long, but in startup years it’s a decent chunk of time. I started at WordStream during its haywire adolescent stage, and have had the unique opportunity to be here as it has come into its own and really begun to thrive.

Blogging and discussing the latest online marketing happenings with you guys has been awesome. While I’ll miss WordStream immensely, I’m excited about my travels and what’s next.Now dry those tears, this isn’t the end! I’ll be spending a couple weeks in Italy teaching a bed & breakfast some SEO basics, so I’ll continue blogging here from time... > Read more

June 22, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 5

Truth in Advertising vs. Lies in Advertising: Which Do You Prefer?

Facebook Ads Whisper Sweet Lies While Kinect Emotion-Detecting Ads Slap You With the TruthA few weeks ago I encountered a bizarre advertisement on Facebook that caught my attention:I spent a moment trying to puzzle out how a decapitated baby head related to social work. The whole point of course is that it doesn’t—the creepy-baby-head-ad I encountered is a classic shock & awe Facebook ad, determined to capture a user’s attention with a strange picture with hopes that you might be curious enough to click through.

It’s quite the lowly form of advertising, banking on Facebook users’ curiosity alone to drive clicks. But this idea of embracing the “silly” factor that is ever-present on the internet can be successful for some, like the Plenty Of Fish ads made in Microsoft Paint ... > Read more

June 20, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 1

Why I Dumped My Facebook IPO Shares at the Open Today

 In a final, epic victory of reason over complete and utter pandemonium, I dumped my Facebook IPO shares at the open today.This may come as a surprise to some, given that I wrote a pretty bullish case about the future of Facebook just yesterday, which in itself was probably surprising given that on Tuesday we published research that basically said Facebook advertising is awful.

So why did this confused and conflicted internet marketer sell shares of The Social Network?As in PPC management, buy and hold is for suckersWhile I still strongly believe everything I wrote about the long-term future of the company, timing still matters and it’s going to take a couple of quarters (or years even) for FB to figure out how to monetize its audience.Damn it, Jim, I’m a marketer, not a financial ... > Read more

May 18, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 7

Why I Bought Facebook IPO Shares Today

 In a dramatic triumph of hope over experience, I bought into the Facebook IPO hype today.I just got off the phone with my broker at Morgan Stanley and placed an order for 1000 shares of Facebook.  (Morgan Stanley is one of the major underwriters of the Facebook IPO, and if you’re a client of theirs, you can actually place an order to stock at the IPO price before the company goes public tomorrow.

)It’s a pretty big investment for me and might come as a surprise to some, given that I recently published research on Tuesday morning that basically concludes Facebook advertising is awful. The research was picked up early on by Jim Edwards at Business Insider, and John Letzing at the Wall Street Journal, and Laurie Sullivan at MediaPost.As if to validate the research, a mere 6 hour... > Read more

May 17, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 16

CAPTCH-AD: A New CAPTCHA Form of Advertising?

 CAPTCHAs are a necessary evil in a modern world. CAPTCHAs, also known as those-annoying-boxes-with-the-weird-words, are used to prevent evil robot spam attacks.Well the other days I came across a new, never-before-seen (at least by me) CAPTCHA that could have some pretty huge advertising implications.

Introducing, the CAPTCH-AD!CAPTCH-AD: The CAPTCHA AdvertisementWhat’s crazy about the CAPTCH-AD is that you are required to watch (and pay attentionto) the advertisement in order to fulfill the CAPTCHA box. There’s no getting around it – you will read that ad. It’s like when you see advertisements plastered over your tray table on budget airlines; you roll your eyes, groan, cover it with a book or a laptop, but there’s just no avoiding it and the ad demands acknowledgement.It s... > Read more

March 29, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 7

3 Quick Ways to Generate Leads from Your Existing Website Content

You’re a marketer, you’ve been there – the end of the month approacheth and you haven’t met your lead goals. If you’ve got limited resources and it’s too late to embark on a brand-new initiative to generate leads, don’t give up – chances are you can squeeze a few more leads out of the content you’ve already created.

Here are three ways to generate leads by re-utilizing your existing marketing collateral.Send an Old Offer to a New ListLook back over your most successful lead-gen offers from the past couple of years, such as white papers, guides, or marketing kits. Hopefully, that content is evergreen or, if it’s out of date, can be updated pretty easily (certainly, bringing an older guide up-to-date is faster than starting from scratch to create a new one).Let’s say you... > Read more

February 22, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 5

Crushing on Love Letters: A Valentine's Day Case Study in User Engagement

 Online businesses know that user engagement is incredibly powerful. Better than chocolates or flowers, getting users to “like” your posts or engage you in conversation through Google+ is a dream come true! But often, it can be difficult to obtain that valuable user interaction.With Valentine’s Day upon us, I thought today we could evaluate Boston Globe’s online Love Letters column, a small niche of a large news site that has managed to obtain some exceptional user engagement.

I heard about Love Letters through my mother, who habitually sends me her favorite posts. Although my mother works as a computer programmer, she is the farthest thing from a techie, virtually inept at anything outside of COBOL. A once-a-month Facebooker, she’ll often call me to ask how to “send a mess... > Read more

February 14, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 15

7 Examples of Awesomely Creative Advertising: Using Your Environment

 Yesterday I was walking through Boston when I came across quite an unusual scene – a huge golden heap of Butterfingers smack in the middle of Copley Square. What kind of sorcery is this? I thought as I stared in awe at the giant mound of crunchy candy. Several people stood around the pile, gingerly picking up a candy bar here and there.

But after about 30 seconds, kids swooped down in hordes, cramming piles of bars into their backpacks in sheer ecstasy. I snapped these photos to document the event:Upon closer examination, this was no glorious miracle, but actually a clever advertising ploy by Pawngo, an online pawnshop business and apparent Giants fan. Their candy bar jab gives new meaning to “bittersweet.” I wasn’t beyond cramming some into my pockets before leaving though.I... > Read more

February 08, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 2

Super Bowl 2012 Commercials: Which Advertisements Won?

Another glorious Super Bowl has passed, this year's being the most tweeted sporting event in history, with over 10,000 tweets per second. The end of Super Bowl XLVI even nabbed the 2nd spot in Twitter’s list of most-tweeted-per-second events, with Madonna’s half-time performance grabbing spot #3.This was also the first Super Bowl to be streamed live, and Google took the time to asses the Super Bowl Sunday chatter across desktops and mobile devices, and tablets.For the less sport-savvy among us, Super Bowls are all about commercials. Some of these advertisements got a lot of attention on Super Bowl Sunday, and will continue to be talked about this week. It’s tempting to dream of posting your own videos and imagine similar viral success, but it’s certainly no game for the faint of he... > Read more

February 06, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 0

In Defense of Piracy: Why Are So Many Industries Unwilling to Adapt?

All right, this post isn’t so much a defense of piracy; it’s about why pirates aren’t the real problem.I know we’ve talked a lot recently about piracy and maybe you’re sick of it all, but the way I see it, all this discussion about SOPA and PIPA really boils down to many industries’ unwillingness to adapt.

Piracy is the result of the entertainment industry’s inability to change. Rather than think innovatively and try new solutions to better mesh with an increasingly online-oriented world, they dig their heels in the mud and try to pass laws that won’t force them to change their marketing strategy.What Sets Online Marketers Apart Great online marketers understand why it’s important to adapt to change. The world of online marketing is continuously shifting on the churning ti... > Read more

January 26, 2012     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 3

6 Reasons Why December is the Most Wonderful Time to Buy a New Software Solution!

 Have you been planning all year on finding a new PPC software solution for your business—but keep putting it off? While procrastination rarely brings anything other than stressful all-nighters and last-minute gift expeditions to the 24-hour CVS, you might be in luck this time—December is a great time to spend that last bit of unused budget on a new PPC software solution!After reading Jason Miller's great article at Marketo, I thought that we'd also take a minute to remind folks about why this is a great time of the year to purchase new software for your PPC campaigns.

So break out the hot cocoa, hang those stockings by the fire, and get yourself a shiny new software solution to put under the tree this year.We’ve got 6 fabulous justifications for investing in PPC software before... > Read more

December 13, 2011     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 2

Small Business Saturday 2011: Tips and Tricks to Make the Most of November 26th

 Now that Halloween is past us, it’s time to look forward to the holidays. Thanksgiving is just around the corner, and retailers know that there’s more to this holiday than turkeys, football, and disagreeable in-laws.Black Friday and Cyber Monday are holy days for major businesses and online retailers, but small businesses often get left in the dust.

Well, small businesses, don’t despair—you have a day of your very own! Smack between Black Friday and Cyber Monday comes Small Business Saturday on November 26.This week is starting to get crowded.Small Business Saturday began in 2010, and despite being a holiday created and promoted by American Express, there is some real social media momentum with this, and you’ll be smart to grab on to some of the trajectory.Why Supporting Lo... > Read more

November 09, 2011     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 0

The Foreign Language Internet: Spotting the Big Growth Markets

Reaching the much coveted Number 1 spot of English searches is a mission sometimes beyond the reach of even the most experienced SEO. With billions of English pages vying for consumer attention and more and more businesses jumping on the e-commerce bandwagon, the competition for presence on the English web feels like an uphill struggle.

Naturally, English has been the lingua franca of the web ever since the onset of the dot-com boom, so it’s no surprise that it’s now reached the point of saturation. But there’s a vast – and largely untapped – area where there’s less competition for keywords and content overall, and that is the foreign language internet. Emerging markets, unscathed by the recession holding Europe and North America in its grip, present unparalleled growth opportu... > Read more

August 09, 2011     |   Posted In: Marketing Strategy   |   Comments: 0

Infographic Marketing: An Interview with Brian Wallace of NowSourcing

Brian Wallace is the founder of NowSourcing, a social media marketing firm based in Louisville, KY. NowSourcing offers infographics, WordPress consulting, online reputation management, SEO, PPC and other Internet marketing services. You can follow Brian on Twitter.Why do you think infographics have become so popular in the past couple of years from a marketing perspective? How do they differ from other forms of linkbait (aside from the obvious graphical element, of course)? Even though it seems that infographics are a fairly recent trend, they have been in the print world for some time.

I often think of USA Today – it ran a bunch of infographic equivalents for years before I ever saw anything like that on the web. Why they’ve become popular is for a few reasons:You’d be hard pressed ... > Read more

May 26, 2011     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 4

The Untapped Potential of Mobile Gaming Marketing

Cynthia Boris wrote a nice little article recently about the gamification of the mobile market that has really got me thinking.At WordStream, we've seen how a good mobile marketing strategy can reach stellar results - it’s no surprise that a lot of successful marketing campaigns integrate an element of fun or user interaction.

While this recent Skittles ad isn’t a game per se, it definitely invites a unique interaction for the viewer.Gaming marketing campaigns have potential to reach a HUGE user base. Especially with the increasing attention to mobile games, people are spending large amounts of time playing games. After all, Angry Birds alone has reached more than 50 million downloads!Mobile games are a real untapped market for online marketers. They have a potential to reach a large a... > Read more

March 30, 2011     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 0

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
 
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