Jazz
Web DIY: Why You Must Take Control of Your Site – And How to Do It
To Succeed in Online Marketing You Must Take Control of Your Website
I was in the mood for some music today. This post is about embracing new systems for managing your own website. Listen to the upbeat, funky instrumental Coulda, Shoulda, Woulda by The Crusaders with Joe Sample on keyboards. Hope that’s not us!
Today the way to reach customers, prospects and other key audiences is to connect with them where they are – Online. And to do that you must have the right web-based marketing tools. The days of calling the IT department or your webmaster to update your website are over. Marketing has changed forever. It’s moved online, too, and now has lots of moving parts that need to be integrated to be as effective as possible.
For that reason, it’s absolutely essential that you have control of your website. You need to be able to update it frequently, publish new content constantly, optimize your pages and content for search engines, add pages whenever you need to, create landing pages as destinations for respondents to email campaigns or social media site links.
For that matter, you need to be able to implement email campaigns from your site – and if you’re selling products and/or services you need to incorporate ecommerce, too. And don’t forget capturing the contact info for those who download your white papers, or subscribe to your blog.
Once you have those contacts engaging with you on your site, you need to be able to keep track of how they’re interacting with you over time so that you can keep offering content of value, convert them to customers, retain them and have them as brand advocates. You need integrated analytics so that you can track all of this – beginning with where traffic is coming from to begin with and which of your offers convert best.
So many companies are still trying to handle their online marketing piecemeal – and they’re losing opportunities – and precious time. If you don’t make online marketing efficient, it can be a voracious productivity gobbler.
I’ve written about this before, til I’m almost bored hearing myself say it. But we’re in an evolving process (I’ll say that again, too) and change – especially in times of change and innovation — never comes without repeatedly educating oneself and one’s audiences. So thanks for indulging my repetitions.
For those who are in marketing denial or just plain overwhelmed/confused, hopefully you’ll find some answers and a way forward in one of the online marketing systems that follow.
HubSpot
The good news is that there are more and more tools available all the time for online/inbound marketing education. Anyone who reads this blog regularly knows that I use HubSpot to manage and integrate my own inbound marketing efforts and that I am a HubSpot VAR.
HubSpot has received some fanfare lately as it launched its App Marketplace. There is a great deal of independent plug-in development going on at the present time to make HubSpot an even more robust option.
Adobe Business Catalyst
There are also other platforms. Of note is Adobe Business Catalyst, a hosted service available through professional website developers with modules for content management, email, ecommerce, CRM, blogging and a host of other online marketing activities – all connected to integrated analytics.
WordPress
WordPress offers a free hosted, templated blogging platform with limited plug-ins and customization at WordPress.com. Or you can download the far more customizable version at WordPress.org and host it with your own service provider. There are probably thousands of WordPress plug-ins and widgets that you can add to make a full-function website – or ecommerce site – using what was began as open platform blogging software.
Drupal and Joomla
These templated content management systems allow for some customization and also have numerous functionalities available via plug-ins. These are probably best for website DIY’ers who are a bit more tech-savvy than your average user.
Bottom line: If you’ve done nothing to update your website in the past two to three years, you’re undoubtedly not in control and in danger of falling seriously behind your competitors. If you take control now, you can get ahead!!
Read Full Post | Make a Comment ( 2 so far )Getting Started With Inbound Marketing: Take Small Bites of the Basics
New Orleans Music - Inbound Marketing Basics
Today I’m blogging to music provided in the latest post of a very interesting person and ethnomusicologist (Google it. I did.) whose blog is called SocioSound. We ‘met’ through our blogs. Anyhow – SocioSound just shared five favorite New Orleans tunes. Two of them are also faves of mine by the Rebirth Brass Band.
I happen to have the album in my collection. So I’m going to share one of the tunes – Feel Like Funkin’ It Up — here and pass along an upbeat experience to boost you into the weekend. Of course, you control the play button so only listen if you want to.
All week I’ve been thinking that although social media and other online and inbound marketing techniques have been widely accepted and as they say, “…are here to stay,” there’s still a lot of learning to be done about the basics.
This morning I read a really interesting post about how people are using QR (Quick Response) codes in their marketing. I agree that the ability to help people connect with your website and various marketing offers by scanning QR codes with their mobile phones is very cool. But, for many, that would be running before walking.
Case in point: A bit later I had lunch with a newspaper editor friend of mine who scheduled a Twitter tutorial with me because she still hasn’t gotten up to speed. And Twitter is a particularly good tool for journalists. Plenty of people are still catching up with basic tools that have been around for awhile.
As I started to explore in yesterday’s post, there’s something new to learn virtually every day in online marketing and it’s truly difficult to keep up, even if it’s your profession. That’s why I’m recommending to many companies that they not worry about every new thing coming down the pike until they get the basics in place.
To me, the basics still begin with figuring out what you want to accomplish in your business. How many new customers to generate how much new revenue in what period of time? Once you know that, there’s existing technology to help you build and utilize a web presence to achieve at least some, if not all, of your objectives.
From what I can see, among smaller and mid-sized companies, very few are really using the web effectively for business development. Even though some studies show smaller businesses building Facebook pages at a pretty impressive clip, that’s only one small piece of a well-constructed online marketing program. And if you sell B2B, you may not want to be on Facebook at all.
It helps to take a look at the big picture first and then determine a logical plan for your company. If there’s a move afoot to update your website, you’ll get more bang for the buck if you take the opportunity to review your overall marketing.
Yes, your site is a central focus of online marketing. So explore what kind of site with what capabilities will contribute to success of the overall plan. Have the plan first. I still see lots of new sites with no SEO and people are till putting up sites built all in Flash, which search engines simply don’t see. So they can’t accomplish even the first step in inbound marketing – getting found.
Recently, I was speaking to a marketing director for an area business about inbound marketing and how it could be used in his industry. He was interested and requested that I get back in touch in a month. They were redoing their website, he said, and couldn’t undertake any other marketing until that was complete.
I suggested that a great time to begin developing an effective online plan is during the website redesign process. It would be unfortunate to invest in a website and then learn a month later that you should have gone in a different direction.
If you have a small company, invest an hour or two with a consultant who can give you a clear overview of the inbound marketing process — from making sure you can be found online right through closed loop analytics to assess the ROI of your efforts and improve where necessary.
Then you can begin to identify effective steps that are realistic for your company to accomplish. You don’t have to have the whole meal at one swallow. It may go down easier with everyone in your company if you take it one bite, then one course at a time, finally enjoying the fruits of your labors for dessert.
It must be the New Orleans music that made me finish with food metaphors. Have a tasty weekend!
Poster image by dingler1109 under Creative Commons license. I chose this image because it’s about a fundraiser to help the reconstruction of New Orleans and it also supported childhood learning – a concept not at odds with our learning the basics of Inbound Marketing.
Read Full Post | Make a Comment ( 1 so far )Can Google+ Save Jazz?
For those of you who may not know, in addition to addressing how the Web is influencing the evolution of marketing, this blog is from time to time where I can share my passion for jazz. This post combines the two.
For the Future of Jazz
When it comes to creativity and discipline, there are no better role models than jazz musicians at the top of their game. Yet the number of venues where we can hear jazz in the US– where it was invented – shrinks every year. American jazz artists must go to Europe orAsia to achieve rock star (pardon the expression) status.
Last night we heard an awesome jazz quartet at the Village Vanguard in NYC anchored by the trio Renee Rosnes on piano, Peter Washington on bass and the spectacular Lewis Nash on drums. Every time I have such an experience, it makes me think about and hope for the future of the art form.
Could it be that Google+ – now in beta – holds the answer?
Because of my interest in this phenomenal music, I joined a LinkedIn group called Jazz in Business, which I’ve mentioned here before – as recently as yesterday. I started a discussion there by asking how members are using social media and the Web in general to promote and enable their music.
There have been a number of comments describing use of Facebook and Twitter to promote gigs and CDs. One member, Michael Gold, PhD, a brilliant jazz upright bass player who uses video Skype calls to teach and rehearse with students, posted a highly provocative comment. Michael, who performed in NY for years, has founded a consultancy called Jazz Impact in the Minneapolis area.
“We are at the beginning of a new business platform (in jazz).
Eventually the real-estate that houses clubs and performance spaces will be manifested in virtual space.
The challenge is to extract the core value of all that has worked in the past and reinvent it using the new tools that exist. That’s called creative destruction- a phrase coined by the economist Joseph Schumpeter in the 1940’s to describe what he saw as the escalating process of innovation brought about by new technologies.
Ultimately we’re all going to become “dot communists.” If we can just let go of the gravity of past (as in passed) success and look forward relentlessly, we’ll see it and we’ll make it emerge.”
With thoughts from last night about the future of jazz still fresh, I awoke today, got some coffee and went to my email, including Chris Brogan’s blog, which I read daily. Today he posted 50 observations about Google+ from his early explorations as an invitee to its beta.
Two jumped out at me that describe how a couple of Google+ features may change the entertainment and performance landscape:
- If Google Music integrates into this platform the way YouTube is now, it’s a powerful entertainment media platform instantly.
- How long before we see our first Hangout live music “jam?” That’s one record button away from being supercool. And one “name your price” Google Checkout tweak away from being instant micro content for sale.
As formerly ‘bricks and mortar only’ activities – including jazz clubs and festivals — are enabled to move online and access global audiences, there is hope for my beloved jazz and the amazing artists who sacrifice much to play it and keep it alive!
Here’s a link to NPR’s site where you can hear the Renee Rosnes trio’s performance on Jazzset along with vibes player Steve Nelson. Enjoy!
How do you envision the Web’s role in the future of music?
Read Full Post | Make a Comment ( 2 so far )
Recharging
Last night I downloaded the WordPress app for Android. I wasn’t going to post today but decided to see how it works and how much of a pain it is to write a blog post on the Droid keyboard. A bit.
Jeff and I are at his house in Nyack NY sitting on a bench next to a beautiful pond and waterful he created. I’m writing this over a second cup of coffee. I don’t feel like thinking about business so I’ll test my new app by sharing a few words on recharging.
After a full work week, it feels particularly joyful to be sitting here with my love on a perfect early summer day at the beginning of the long Fourth of July weekend. A few minutes ago a fat little brown frog jumped out of the pond to keep us company as he basks on one of the flat stones around his watery home. If I can figure how or if I can upload an image here, I’ll share a picture oh him or her.
There’s an assortment of birds, too, darting in and out of bushes and trees adding animation against the sound track of falling, splashing water. Later we’ll jump on the Harley and explore some back roads before cleaning up to drive 30 minutes into NYC to hear some great jazz.
When it comes to recharging my creative batteries, nature and music do it every time. How are you recharging this weekend?
Read Full Post | Make a Comment ( 3 so far )Today Ken Blanchard Followed Me: How Social Media Builds Influence
This will be a short post as I try to head out for the Fourth of July weekend at least a bit before traffic. I wasn’t going to post, but as I finished up my last task or two at the computer, I saw an email come in from Twitter. It informed me that Ken Blanchard @kenblanchard – author of 50 books, including the One Minute Manager — is following me.
Follow Ken Blanchard @kenblanchard
I don’t follow him yet. He followed me first. ;-D
As of the time the email arrived, Ken Blanchard had 24,594 followers and was only following 4,046 – including me.
It took me just a minute to figure out the chain of connection that led to this follow. My friend Peter Cook is an incredibly creative management consultant, rock musician and founder of the corporate training companyAcademyofRock in the UK. He’s the author of a well-regarded book, Sex, Leadership & Rock ‘n’ Roll: Lessons from the AcademyofRock. Author Tom Peters (in Search of Excellence) wrote a testimonial for the front cover. I really like how Peter thinks and have blogged about him recently.
Peter and I met in a LinkedIn group, Jazz in Business and hit it off on a number of levels – not the least of which was music. We subscribed to each others’ blogs, follow each other on Twitter and engage in a number of mutually supportive ways – re-tweeting, commenting, etc. We’ve recommended each other in Follow Friday #FF tweets.
From Peter’s recommendations of people to follow, I began following Tom Peters and author Kevin Eikenberry. Kevin has a venture with a couple of others called Bud to Boss. They began following me the other day as a group and individually. I followed back.
As I extended my community beyond the social media crowd and focused more on what the conversations are around business management, I began getting numbers of followers in that community. I’ve also stepped up my blogging and engagement in social media and have raised my visibility.
Morals of the post: Six degrees of separation is extra true online. Engage actively in social media among people with whom you share interests and values. Widen your circles. Share generously of your knowledge and support the efforts of others. The world – including famous authors and just plain great people — will find their way to your door.
I’m going to go and follow Ken Blanchard back now and send him a DM thanking him for the follow!
Please share your six degrees of separation stories in the comments. And for my fellow Americans – Happy Fourth!! See you back here after the holiday!
Read Full Post | Make a Comment ( 3 so far )The Thrill of Possibility, or Why I Love the Web
One of the main reasons I’ve always loved my career in public relations and marketing is the sense of possibility that pervades the practice. You start with nothing but an idea and you turn it into a campaign that can make something happen that would not have happened otherwise. Every time I’ve ever distributed a press release I’ve had the thought, “OK. Now let’s see what happens.”
Now that we work over the web, the anticipation and excitement of possibility is exponentially greater. With each tweet, blog post, social media release, Facebook post, new web page, free ebook offer, video on YouTube, each and every piece of content created, there is the possibility that life will change in some way. It’s a very motivating thought.
Here’s a short list of opportunities that have arisen or things that have changed in my life and the lives of others thanks to what we’ve created online:
I joined the Jazz in Business group on LinkedIn to connect two passions and met a business consultant/author/speaker/musician from the UK– Peter Cook. We’re networking across the web and learning more about each other’s capabilities. Despite geographic distance I believe that our friendship will lead to business some time in the future. Follow him on Twitter – @academyofrock
. Or buy his terrific book on Amazon.
A friend made the commitment a year ago to blog every day. Not only did he grow traffic to his blog more than 10-fold, but last week received a book offer from a publisher who’d been reading his posts.
On LinkedIn I reconnected with a PR colleague who moved to another state a few years ago. The next week she introduced me to a business lead.
One Friday afternoon I dashed off a blog post that was selected for the WordPress Freshly Pressed home page feature out of some half-a-million posts that day. Almost two thousand new people visited my blog as a result, a number of whom became and remain subscribers. A shout-out to all of you. Thanks for reading!
A couple of years ago I created a hashtag #notatsxsw in jealousy of all those who were tweeting from the South By Southwest Festival in Austin with the hashtag #atsxsw. Immediately I got replies from a group of young #socialmedia folks in Chicago who were sitting around having a few drinks and lamenting that they weren’t there either. We began following each other. One guy @joshhersh – @joshicago – just launched an online business www.daycation.com – @mydaycation – which I was pleased to help him promote to my various communities.
Relationships I’ve built on Twitter and elsewhere have led to invitations for guest posts on significant websites – expanding my reach far beyond my own communities.
These are just a few business relationships and opportunities that have resulted from embracing the possibilities of the web. However sometimes the pay-off is REALLY life changing.
Almost six years ago I sent a quick email to a guy who had a wonderful profile on match.com — and found Jeff Levine www.levinecounseling.com the love of my life!
Who knows what might happen when I hit the publish button for this post. But I’m excited about the possibilities!!!!!!!
What are some of the interesting things that have resulted from your online efforts?
Read Full Post | Make a Comment ( None so far )Your Fabulous Face! Where is it?
We wouldn’t put bags over our heads to go to a party. But those who don’t provide an online photo in their content or social media interactions are performing the digital equivalent. The nature of social is that it’s not anonymous.
Here’s what prompted this post. This morning I had a few emails from Twitter announcing new followers. Two of them had the default Twitter egg icon where a photo of the person should have been.
Now, I always check out the profiles of people who follow me to see if their tweets are interesting to me and add to my knowledge or extend my reach to a particular community or network. If so, I’ll follow back.
However, when the Twitter email shows an egg next to the Twitter handle, I rarely do. I like seeing who I might be creating a social media relationship with.
After checking out the Twitter follow invitations with photos, I went over to Linked In to look at the list of suggested folks I might want to invite to connect. There were so many blank spaces next to names where photos should have been. That means that there was no photo on those people’s profiles either. I found myself sending invitations only to people I could see.
In one of those moments where you say, how come I didn’t think of this before, it dawned on me that lots of people still don’t understand the importance of a photo in social media – or simply don’t know how to get one up there – and maybe I could be helpful to them by writing a post about the importance of photos.
If your fabulous face is already online, great. Please pass this along to any friends who may still be faceless. If you don’t have a photo online do it today. If you’re concerned that it’s too time consuming to upload a photo for every blog you comment on, social media site you join or the many other online activities you engage in, I’m going to make it easy for you.
Just go get a gravatar – a Globally Recognized Avatar. Navigate to www.gravatar.com, open a free account – which takes a minute or two — upload the photo you want to use to represent you online and voila!! In a short while, your gravatar will follow you all over the web – almost wherever you go.
Just a couple of tips – use a head shot – not a full body image. Your gravatar will appear as a thumbnail and full body shots can barely be seen. Make it friendly. Smile!! Unless you’re creating a gravatar for a business where a company logo would be appropriate, use your own face. Not a cute picture of your puppy or your favorite flower or whatever.
Aside from being more social, the best reason to get a gravatar on line is that a picture is more memorable than an online handle. In fact, you may have numbers of online handles – but you only have one face. Your gravatar becomes your individual logo. As you leave your mark around the internet, you’ll become a recognizable Brand You!
By the way…today’s musical post is That Face, written and sung by Alan Bergman, half of a legendary composing duo with his wife Marilyn – for whom he wrote the song and won her heart!!!
Read Full Post | Make a Comment ( None so far )Centerpiece of a Successful Inbound Marketing Plan: A Proven Process
Two posts ago I promised to talk about having an online marketing plan. I got distracted but am now tracking back to this important topic. Part of the post will be about Hubspot, the Boston company that has embraced inbound marketing and made its mission to help businesses – including mine – coordinate and analyze their rather complex inbound marketing activities.
In honor of Hubspot – the centerpiece of my inbound marketing plan — I’m offering a musical post – my old friend, jazz scat singer and ‘hipster’ Giacomo Gates singing the Harry “Sweets” Edison tune Centerpiece, with lyrics by Jon Hendricks. Onward!
Many small to mid-size businesses (SMSB) are confused about online/inbound marketing. They think that if they’re on Facebook and/or other social media they’re good to go. Or they’ll go out and hire an SEO agency to get them higher in search results. Let’s say that all builds traffic. Then what??
Traffic doesn’t help unless you convert it to leads and nurture leads to convert them to customers – or better, advocates for your company. Generating traffic is only the first top-of-the-sales-funnel step to building business using the web. And let’s agree that the web is our best chance for growth.
It helps to have a good strategic grasp of the big picture, a process and a plan. Or you may expend a lot of effort in online activities, but with no clear idea of how or whether it will help you get to your business goals. Even I whose business is helping others build their web presence have struggled with my own efforts. We haven’t been doing this stuff all that long, after all. Read this recent blog post and you’ll see what I mean. A process and plan definitely help.
I remember complaining to Hubspot founder and CEO Brian Halligan – who practically invented inbound marketing with his partner Dharmesh Shah – that I know Hubspot works and believe in the process, but time was so tight and I was hoping to do it soon – on and on.
Brian listened to my excuses and with a big grin on his face said, “Get with the program, girl. You just have to commit to it and do it.” Well, he was so cute and he’s so brilliant that I couldn’t argue with his advice. I didn’t even mind that he called me ‘girl’. He got away with it, I got with the program. And so can you!!!
However you decide to pursue building your business online, you have to put a plan in place that addresses the following:
- Get found
- Convert
- Analyze
Each of these pieces has a number of moving parts and choices to make.
Getting Found
To get found, you have to build great searchable content. Blogging works best. You have to optimize your site and the content you create. That’s where SEO comes in as a supporting player. Not a be-all-end-all.
Convert
To convert the traffic you’ll build, you’ll want to offer useful content in exchange for contact info. At first, when a potential buyer is in the information gathering stage or they don’t know your company yet, maybe all they’ll be willing to give for your content is an email address. That’s fine. Keep cranking out helpful content and eventually they’ll be willing to give more in return.
At this point you can nurture the relationship with emails or even phone calls – more direct interactions. The better relationship you build, the better chance you’ll make the sale when your prospect is ready.
Case in point is my relationship with Hubspot. I partook – and still do — of the incredible volume of content they produce – often feeling like an absolute glutton – until I pulled the trigger and became a customer. In the interest of full disclosure, as an inbound marketing consultant, I’m also a Hubspot Partner and Reseller.
Analyze
The most critical aspect of your online marketing plan is analytics. Hopefully you use a web analytics program. Google Analytics is very robust — and free. So no excuses. Google keeps adding features so that you can track most of your online existence these days. If you don’t measure what’s working and what’s not, you can’t refine your online plan to the make the best use of your time and budget. None of us small/medium company entrepreneurs have anything to waste – so measure.
I promise you can make progress toward your revenue goals if you first understand the process of inbound marketing, choose the right tools/tactics and analyze your activities. You’ll be accountable to your prospects, customers AND your bottom line with a process as the centerpiece of your plan.
Read Full Post | Make a Comment ( None so far )Small Businesses: Beware of Online Marketing Offers from Your Local Paper
This is longer than most of my posts. But I’m really het up! Music-wise, no relevance. I just picked something that always makes me feel happy and relaxed – Flor de Lis by Djavan.
These days, when you’re convinced you should be advertising in your local paper, your newspaper ad rep will likely be trying to sell you an array of online services. Some – like Hearst Media CT — will even offer you a dollar for dollar match of print advertising for every dollar you spend in online advertising. Sounds great, right? Now my $10,000 budget just became worth $20,000. Yes, but by what metrics do you determine the value of this offer. Right off the bat, the offer implies that the print publications are worth zero.
I am all for effective integration of online/offline marketing. However I’m finding that as traditional media – especially newspapers – transition their businesses online, there are some big pitfalls for unwary advertisers.
Case in point: I recently launched a new medical practice that draws from a pretty local market. We built a website and carefully optimized it for organic search. We registered the site in the key local search directories – Google, Yahoo! And Bing and quickly began coming up #1 on page 1 for our important terms.
The partners in the practice wanted to launch with some local traditional advertising as well. We canvassed the local media for print and online ad rates. In our area – Fairfield County, Connecticut — Hearst Media now owns four daily papers in all but one of the biggest cities and a time-honored chain of weeklies that covers some of the key smaller towns.
Hearst said to us: Whatever your ad spend online and in a targeted bi-monthly health/lifestyle magazine, we’ll give you a 100%, dollar for dollar match in print advertising in our other publications.
Here’s the rub. What is the online ad spend really worth. The promise is that there’s lots of analytic data to evaluate the online ROI, but the reports are a real disappointment. We bought visibility on three daily paper websites with geo-targeting to three local weeklies. The problem is that Hearst can’t break out the geo-targeting.
The rates are based on CPM – how many impressions – not click throughs. Unfortunately the sales staff is not well-informed and the analytics not precise enough to offer any advice on placement, aggregate analysis of what constitutes a good CTR, or anything that can be helpful to a marketer trying to get value for a client.
Then there are deceptive ‘SEO’ programs that are sold as collaborations with Google and other search engines to get you to come up higher in search rankings. No one at Hearst could really explain the program to us. The best we got was that you get a landing page on the back end of their site. Does it have a backlink to our site? I asked. Yes I think so.
Here’s what the SEO program turned out to be.
Hearst set up a landing page optimized with the same search terms we used on our site. They grabbed copy from our website, cobbled it together, wrote and added some factually incorrect copy that they never submitted for approval. They established a tracking phone number that pointed to the client’s phone number. The tracking number’s reason for existence was to prove to us that Hearst had pointed calls to us from this landing page. A visitor who was interested but not ready to call might write this number down and if they called it two months later when we were no longer advertising with Hearst, they would certainly think we were no longer in business.
The more agregious thing that Hearst did was to steal our entire website code and recreate the site under a new url – the same as my client’s but with a 1 added to it. They changed the phone number on every page of that site to their tracking number. The bogus site was optimized with the same search terms as our original site to drive traffic for our terms to the Hearst websites. So basically, they put us in competition with ourselves in organic search. They took the video we supplied them for the landing page and uploaded it to a YouTube account that used the client’s name and again pointed those who clicked to their site – not ours.
Worse yet they were charging us to put us in a situation where Google could demote our legitimate search engine rankings for duplicate content.
Who are they designing this for? Maybe if you’re a very small local business and you have no website or web presence, Hearst and others providing similar products – the other daily in our area The Hour has something similar – might help you establish some online reach that you wouldn’t otherwise have. But if you’re a small business that has invested in your own website, SEO and online reach – do not, I repeat DO NOT buy such a service. Take the money and create a blog, hire a good, local SEO consultant to optimize your site. (BTW – you can’t come up on page one for $35 per month for any really meaningful search terms.)
Maybe you’d be better off buying a banner ad on the newspaper’s site with a link to your site or see if you can get them to give you a direct back link from their site via some content you provide – which could be worth a lot to you. But in my experience you can’t really get meaningful reporting to help justify the investment in these programs. These new newspaper offerings are not malicious, just part of an evolution in marketing. But they are potentially damaging, nonetheless. Get yourself up to speed and be part of moving media toward truly mutually beneficial solutions.
Read Full Post | Make a Comment ( 2 so far )Give Pieces a Chance: A Case for Integrated Marketing in the Digital Age
Here are a few disparate but related thoughts that will roll into the topic of this post – how to make integrated marketing a reality. Today’s musical post is Pieces of Dreams, a jazz standard sung by Sarah Vaughan, backed by the orchestra of Michel Legrand, its composer.
The song title connects to the post title: Give Pieces a Chance. Now, I could have selected the John Lennon/Yoko Ono hit about ‘peace’. But I really wanted to stick with the idea of ‘pieces’ – read ‘tactics’ — and their relationship to successful integrated marketing.
So, the Legrand song seemed to be a better tactical choice in support of my strategic objective – to start a useful discussion about integrated marketing. Also – I believe that true integrated marketing is sitll a dream. And – the song had double appeal because an excellent jazz band Pieces of a Dream – who hail from my home town of Norristown, Penna and used to play at our family’s parties – derived its name from this same Michel Legrand tune.
Call me sentimental! Marketing is about emotions after all! But there’s definitely an intellectual piece first…
Integrated marketing in the digital age. Here’s why I decided to write about it again. Earlier today I read and commented on a wonderful blog post by Jill Adams, CEO of Adams & Knight, an integrated marketing agency. Her post was titled “Stop Chasing Digital Crazes: Tomorrow’s Top Brands Will Be Led by Fusion Marketers – Not Social Media ‘Gurus.’”
After reading her post, what I recognized is that the integrated marketing battle is no different today than it’s ever been — except for the fact that we have many more tactical tools to choose from and that there is more of a willingness to at least consider blurring the boundaries between various marketing disciplines. Historically there have been turf wars for both budgets and bragging rights among various contributors that have negatively impacted results.
Even though I come out of PR, I’ve made it a point to understand the big picture in order to be able to support various marketing pieces with media visibility. ‘Big picture’ is the operative term here because you have to see the big view to identify overall objectives and strategy. Then it’s a question of having a big tool box. No one person can implement all of the important efforts, so we need to collaborate with trusted colleagues who can bring their expertise to bear – everyone with an eye on what will move the ball ahead to the objective.
What will work is different for every project, assignment and initiative, which takes flexibility and ever greater creativity. What’s most important for success is how we think about each effort. THINK!!!!!!! Thinking is at the root of the creative process. It’s not what we know about Twitter or Facebook or a flave of the week digital offering that will achieve success for our brands.
Yes we have to keep informed as never before because everything cycles through so fast. But we have to think about what we want to achieve, what the best tools are to get there, who else we need to collaborate with to make it happen. If we don’t think about the tactical pieces of what we’re doing in terms of the strategic whole, they’ll never have a chance of getting us to success.
Now this post has been very theoretical. Next time I’ll share some recent client projects to give you a more practical view of marketing integration.
Please jump in to share how your strategic vs tactical thinking works – whether or not you’re a marketer.
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