November 30, 2009
Screenr is a cool app that is married to Twitter but also lets you connect to other parts of the web. What it does is let you record your screen movements in a resizable window and then upload it as a video. It pretty much begs you to Tweet it through its tight integration with [...]
November 17, 2009
Erik Qualman wanted to get help promoting his new book, Socialnomics, so he made this video viral-bait (can I say that?). It’s been kicked around the Internet so much I’ll be surprised if you haven’t seen it. But if you are one of the few, this is a pushy, catchy, in your face statement that [...]
Are You Ready to Set the World on Fire?
See how Doc Searle, one of the authors of The Cluetrain Manifesto, defines marketing (see below for more on this):
- Markets are conversations, and
- Conversations are fire. Therefore,
- Marketing is arson.
Marketing on the Internet boils down to one overwhelmingly important point: consumers are empowered by the interactivity and equalized power of the web. They can hold up their end of a conversation. So the best—maybe the only—way to win in Internet marketing is to engage in a “conversation” with your prospects and customers.
This is not your Grandpa’s advertising medium, where you would run an irritating ad over and over and over and over and…trying to break into someone’s mind. You can’t get attention this way online because the customer is CHOOSING to click onto your site, your ad, your blog.
Even if it is a short relationship, you are trying to communicate with a prospect in a respectful, helpful way. They are LOOKING for something, and they usually know just what it is. It’s our job to help them find it.
How do we do this?
Listen to our clients – and to THEIR customers: Our clients are experts in their businesses and their customers are experts in their wants or needs.
We learn from our clients about their products and markets. We adapt their knowledge to the issues of Internet marketing. And part of this is listening to what their customers tell us in feedback through our online campaigns, and then responding to them. We work to make sure a conversation takes hold between our clients and their customers that successfully answers the customers’ questions.
Make a match between our clients and their customers:
Our clients want sales, brand awareness, connections with prospects, leads, happy customers. Their customers are trying to fulfill a need or want. We make them match, and that is a successful engagement.
Every website, email campaign, blog has a purpose. We need to be clear about what it is, and find ways to embed it in everything we do. And then we need to measure whether or not our actions are fulfilling this purpose – and change for the better if they are not. Part of the role of measuring results is to hear what the prospects and customers are saying, and make sure they are heard.
Pay attention to marketing basics:
Every product or service has unique dimensions that must be incorporated in a marketing campaign.
The Internet doesn’t repeal the basic rules of marketing, although it stretches them a bit. The tools it provides empower consumers in a new way, and that’s a big advantage for you if you are doing Internet marketing the right way. We need to understand your market thoroughly in order to deliver our side of the conversation to them in a respectful and persuasive way.
Use this technology channel—the Internet—to deliver real world outcomes at the lowest cost possible.
The Internet not only empowers a conversation, it allows us to ‘measure’ it, in a sense. We can tell if we are connecting with prospects by the way they interact with our website, ads and blogs. We can quantify much of the interaction we experience. When the results are not meeting our needs or expectations, we can go back to refine our message, our content, our presentation to make our end of the conversation more appealing.
A Good “Old” Book: The Cluetrain Manifesto
The Cluetrain Manifesto is ancient in Internet time: published year 2000, it was the first successful book that described Web marketing as a conversation. There have been many other books and blogs and articles since that have grasped this idea about how the Internet is a different channel than traditional marketing channels. But The Cluetrain Manifesto was the first, and still may be the best. Read it to get the kind of deeper understanding you need to know why the Internet can be your most powerful marketing channel ever.
The Cluetrain Manifesto is a list of 95 theses (sound familiar?) tacked up originally on a website. The very first thesis says, simply, “Markets are conversations.” You can see this historical landmark of the Internet era at www.cluetrain.com . You can even read the whole book from there!