Everything You Need to Know About B2B Marketing
Monday, March 12, 5:00 p.m.- 6:00 p.m.

Flash: F Bomb or Da Bomb?
Tuesday, March 13, 12:30 p.m. – 1:30 p.m.

Apogee Results Booth: #625, 62

Also be sure to join us at the following SXSW-related events:

Austin Tech Happy Hour (aka High Tech Happy Hour), sponsored by Apogee Results
Thursday, March 8, 6 p.m. – 8 p.m.
Molotov Bar
No badge required!

SEO Meet Up at SXSWi, hosted by Bill Leake, SEO, Apogee Results
Saturday, March 10, 5 p.m.
Stephen F. Austin Hotel
More details to come

Thursday, February 23, 1 p.m. EST

Speakers:

Craig Tomlin, VP Online Marketing and User Experience, Apogee Results

Lisa DeSouza, President and CEO, RPM Demand

Description:

Join hosts Craig Tomlin, VP of Online Strategy for Apogee Results and Lisa deSouza, President and CEO of RPM Demand, as they discuss the key to creating a holistic Demand Generation Strategy as well as implementing and running a comprehensive marketing automation system. Attendees will come away with a solid knowledge of key concepts of marketing automation and demand generation, the current marketplace, a high level strategy and the pitfalls that most marketers encounter when utilizing a marketing automation system.

I’m a fan of Facebook, of the social sharing and the ability to connect with friends all across the world. I love following brands and getting special deals or updates on new products. I enjoy following my favorite authors and learning about what they’re currently working on and when their next release will be. I love being able to share photos and images and YouTube videos with the click of a button, and feeling like I’m somehow “in the know” regarding the latest viral videos (in reality, that rarely happens–although I did see the video of the dad shooting his daughter’s laptop fairly early on) and the latest Ryan Gosling “Hey Girl” meme.

Considering my love of Facebook, I was surprisingly hesitant to join Pinterest. While all of my Facebook friends were pinning things I was telling myself, “Eh, it’ll go away. It’s just another flash in the pan.” When it didn’t go away, however, I finally gave in and requested an invitation.

Instantly, I was addicted.

Pinterest knows its users–women (primarily). And we women? We like to share stuff. We like to share recipes and outfit ideas and cute DIY projects for the toddler’s bedroom. There’s a reason why Better Homes & Gardens has been so successful and lasted so long, and why channels like HGTV, DIY and the Food Network exist and continuously get good ratings–because women like that stuff (I say that as a woman who watches all three channels on a pretty regular basis, and who loves What Not to Wear and Say Yes to the Dress). In a lot of ways, Pinterest is the 2012 version of exchanging recipes over the back fence.

It’s addictive because it’s easy to get lost in all of the different boards out there. One simple search leads to another and then another and then another and before you know it, you’ve been pinning things for three hours. And that addictiveness is precisely why marketers should embrace Pinterest.

Granted, I can see how Pinterest might not be immediately valuable for certain industries. Off the top of my head, though, I can think of quite a few industries that should most definitely be using Pinterest.

Wedding Industry: Okay, so this one’s obvious, or at least it is to me, but the wedding industry is one that should be all over Pinterest. As someone who recently got married, I used Pinterest all the time for pinning hair and flower ideas. I’ve seen a lot of other brides who use it to create their entire wedding look–from the dress to the hair to the colors to the favors, etc. It’s a great way for dress designers/retailers to showcase their gowns, for florists to not only show off their designs but to also give hints and tips regarding flowers, for bridal salons to dish out hair advice/ideas, etc.

Home goods/interior design: What better way to give your audience ideas for how to incorporate your brand new, really cool vintage feel aqua vase into their home decor? Or for interior designers to create boards for clients, where they can pin and share their ideas.

Food: Recipes are a big part of Pinterest. My friends are constantly pinning recipes for gooey butter cakes and homemade pizzas, and the photos themselves look good enough to eat. If you’re a chef, a baker, own your own restaurant or bakery, or you’re trying to break into that space and gain clients, Pinterest could be a great place to share your culinary creations, gain followers and potentially customers. Americans like food, and pretty pictures of food make us more likely to either make that item or buy that item–use that to your advantage.

Those are the first three industries that come to mind when I think of Pinterest, but there are tons more in my head (believe me). Which industries do you think should have a heavy Pinterest presence? Have you joined yet?

Now, I am not Matt Cutts and I am not omniscient, but I do know this: Content is not king.  And here’s how I know this: I can point to innumerable instances of poorly written, ugly, blatantly spammy pages ranking well for keyphrases that they did not “deserve” to rank for.  And these nasty, thin, worthless pages far outnumber (even post-Panda) instances where beautiful, engaging pages that just focus on “building a community” and “great content,” but do not have strong ranking signals, rank well.

And, lamentable as it is, this makes perfect sense, because Googlebot is a bot, and bots do not possess the complex, higher-order intelligence that allows humans to assess the “usefulness” of a site.  In a simpler, more perfect world,* a search engine crawler might be able to do so.  It could go, “You know, this page’s offerings are more engaging, and the site itself has that, how do you say, je ne sais quoi.  I’ll rank it above this ugly exact-match domain site with a ton of links pointing to it, because THAT site looks BORING.”  Alas, our world is not so simple, nor so perfect, so Googlebot must use ranking signals as an indirect indicator of a page’s usefulness.  These signals, generally speaking, correlate rather well to a site’s quality.  The number of links a page has pointing to it, for example, should give a search engine crawler a good idea of how popular that page is.  However, these signals do not correlate perfectly, and—as we all intimately know—they can be gamed.  This state of affairs is not ideal, but it’s worthless to take the stance that if you just pretend that it is not where we are currently at, then your problems will go away.

I regularly hear that search marketers should only employ tactics that mirror our vision of a more perfect Googlebot by focusing solely on what we think search engines should emphasize.  This stance is as curious as it is ubiquitous.  Last I checked, clients pay marketers for results, not for potential results, provided our vision of a better tomorrow becomes a reality.  In this particular case, shunning what works might be the result of a rosier outlook on the world, but it’s still fatal from a results perspective.

It comes down to this: Everyone—Google, search marketers, site administrators, and (most of all) users—desperately wants content to be king, but it’s not, at least not yet.  It’s in a power-sharing agreement, and it will be for as long as Google’s algorithm dictates rankings.

*Perhaps.  I, personally, would rather have a bot—even one that can be gamed—rank options for me over being force-fed choices based on opinions of quality, opinions which are inherently subjective.  But that’s just me.

Several bloggers have commented on the importance of Google+ in your online marketing mix. You will need to consider Google+ as part of your social strategy and your search strategy.

Here are some great resources for those getting started with Google+

1. For Developers

   Use Google’s badge generator to give you the code snippet you need to add the Google+ badge to your site.

2. Google+ Badge Dev FAQ

   Get answers to your developer questions on this page.

3. For social marketers

   This is a great post by Mark Traphagen on how to get your Google+ brand page to work.

4. For search marketers

   This post from Thomas Ballantyne provides some great insights into how powerful Google+ is when it comes to search results, specifically image search. All the previously known factors to influence search results for images are totally blown away.

• Analysts
• Developers
• Creative
• PR/Social Media

Let’s take a closer look at the roles that each of these individuals play in the execution of a successful SEO campaign, as well as the responsibilities of an SEO Expert.

Analysts

In many cases, the SEO Expert fulfills the role of the SEO Analyst, as well.  Whether your team blends the two roles into one, or has the resources to dedicate individuals to each role, the Analyst is crucial to the success of SEO.  Prior to the implementation of SEO recommendations and best practices, the Analyst’s first responsibility is to ensure that tracking capabilities have been set up properly.  Has the Google Analytics snippet of code been inserted into the client’s website template page?  Does the Tracking Status verify that data is being received?  Are filters in place to exclude internal traffic from the web analytics data?  And so forth.  The Analyst will then want to record the client’s current organic rankings and web analytics (organic visits, organic bounce rate, organic conversion rate, etc.) as a benchmark.  This data will be used as a comparison in the future in order to measure the performance of the SEO efforts.  The Analyst will also work with the SEO Expert to set up conversion goals and funnels.  From there, the Analyst is responsible for regularly reporting the web analytics data from organic sources so the SEO Expert can monitor the results of the SEO campaign.

Developers

Although an SEO Expert is expected to be somewhat savvy in terms of technology, various web programming languages (e.g. HTML, JavaScript, CSS, etc.), and Content Management Systems (CMS), he/she will work with the Developer to properly execute related SEO initiatives.  While it is the SEO Expert’s responsibility to identify potential SEO “hazards” such as crawlability issues due to the usage of Flash files or iFrames, duplicate content, broken links, or un-friendly SEO URL’s, the collaboration of the SEO Expert and Developer is critical in the resolution of such issues.  For example, once notified by the SEO Expert, the Developer is then responsible for accessing the CMS and implementing canonical tags to resolve duplicate content issues, 301 redirects for broken links, and URL structures that follow the SEO best practices recommended by the SEO Expert.  In addition, the Developer can also create HTML pages for existing Flash or iFrame pages in order to improve crawlability and loading time, both critical SEO factors.

Creative

The Creative group includes Editors, Copywriters, Designers, and the Content team.  At the core of SEO is quality research and selection of targeted keywords.  Once the SEO Expert has chosen keywords to target, he/she then works closely with the Editor and Copywriters to ensure proper placement, frequency, and density of these keywords within the body copy, headings, and sub-headings of each optimized web page.

On the forefront, it may not seem as though the Designer has much of an impact on SEO results; however, the design, navigation, and usability all have an effect on the quality of a site; and therefore, its optimization for search engines.  In addition, Designers can work with the SEO Expert to effectively organize content, include navigational breadcrumbs, and design a clear and engaging call-to-action (CTA).

In some cases, the Content team may consist of the Editors, Copywriters, and Designers; in others, it may be a separate department.  In either case, the ultimate goal is to develop new and relevant content with which the client’s target audience can engage.  For example, the SEO Expert may discover a new keyword opportunity that can be capitalized on by building a new content web page.  The targeted keyword provides the foundation for the topic of the web page, and guides the Content team as they write copy, capture images and graphics, create videos, and the like.  The SEO Expert can then optimize each piece of content and syndicate it to other relevant and reputable sites in order to increase content sharing initiatives, as well as gain backlinks to the client’s domain.

PR/Social Media

The PR and Social Media teams also work closely with the SEO Expert.  For effective optimization, press releases should be reviewed by the SEO Expert prior to syndication to ensure proper placement of keywords, as well as proper usage of anchor text.  Furthermore, the Social Media team should collaborate with the SEO Expert to optimize social profiles with customized URL’s; to incorporate targeted keywords in the Info and About sections, and image title and descriptions; and to share optimized content (credited to the Content team) in regular posts.

And last, but not least…

SEO Expert

In summary, an SEO Expert not only needs to be able to collaborate with the above mentioned teams in order to generate and analyze web analytics reports, identify crawlability issues, ensure proper placement of keywords, recognize the difference between high-quality and low-quality design, discover new opportunities for content creation, optimize press releases and social media profiles (whew!), but he/she also needs to manage and execute the core SEO functions.  Keyword research is, without a doubt, an integral component of any SEO campaign.  Targeting an ineffective keyword not only throws off the initiatives of every team member involved in the SEO campaign, but it is also likely to lead to increased organic bounce rates and lower conversion rates.  On-page recommendations; such as title tags, meta descriptions, H1tags, image alt tags, internal linking and anchor text recommendations; are all vital to the improved rankings of a specific web page, as well as the traffic being driven to that page.  And utilizing all avenues of link building (e.g. authority links, link exchange, paid links (to be used sparingly), directory links, social bookmarking, content syndication, PR/article syndication, guest blogging/forums, etc.) to gain backlinks to the client’s site.

This post is not meant to be an all inclusive description of the roles and responsibilities of an SEO Expert or those team members that work together with the SEO Expert to obtain search optimization goals.  Rather, it is meant to demonstrate how crucial Analysts, Developers, Creative, PR and Social Media resources are to the success of an SEO campaign.

It’s a super cute commercial, and apparently hit home with A LOT of people, considering it’s had almost 50 million You Tube views.

On January18 VW released a 60 second teaser for this year’s Super Bowl ad. Again, it features “The Imperial March.” But with DOGS.

Again, it looks like VW has another viral hit on its hands–after only a week it’s had well over 7 million views, and has been shared on Facebook by the likes of Cesar Millan, Mashable and probably 90% of my Facebook friends.

So what makes VW’s Super Bowl ads such great examples in viral online marketing? Lots of things, the primary of which are:

• They’re fun
• VW obviously knows who its target audience is–car buyers in their 30s and 40s who like style and safety and who have a fondness for Star Wars (which was a staple for a lot of us born in the ’70s and ’80s)
• They’re creative and stylish
• They release just enough to get you invested and wanting more
• They make you laugh (anyone who doesn’t at least smirk at Chewbacca dog has no soul)
• Timing

That last one is super important. Timing. The Super Bowl is on February 5, meaning VW chose to release this year’s teaser just over two weeks before The Big Game. That’s two weeks for people to view the video, share the video, talk about the video and get excited to see the entire commercial. Last year’s commercial had leaked footage that had the web buzzing for days leading up to the Super Bowl, and that commercial had EVERYONE talking afterwards.

Sure, VW has the brand and the money to run an awesome advertising campaign–and they do. But they’re also showing (or, at least, Deutsch is convincing VW’s marketing department) that they know how to create buzz and make something go viral. Volkswagen and Old Spice are quickly becoming two of my favorite brands from a viral marketing perspective (I drive a Ford and as a female don’t use Old Spice products, so I have no skin in this game), as they are two companies who aren’t afraid to take a risk, be funny, and go viral.

What do you think some of the best recent viral marketing campaigns have been? Discuss below!

With the integration of mobile into everyday life also comes a whole new world of opportunities for marketers. Mobile devices offer a platform that can be utilized to reach thousands of people daily.

Let’s look into some data on the mobile impact in 2011 and a little insight into the future. The data below was collected from Nielsen’s State of the Media Mobile Report Q3 2011, Yahoo, and Gartner.

• The number of Smartphone owners has more than doubled in 2 years
• In Q3 2011, 26.3 million mobile consumers viewed mobile video
• Currently, 87 percent of app downloader’s have used deal-of-the-day websites like Groupon or Living Social, and 54 percent of Smartphone owners claim to use their mobile headsets frequently while shopping
• The majority of 25-35 and 18-24 year olds now own Smartphone’s (64% and 53% respectively)and they have led in Smartphone penetration compared to other age groups since 2009
• By 2013, more people will use mobile phones than PCs to get online
• In mid-2011, we reached a point at which consumers were spending more time on their mobile devices than on their PCs
• 86% of web users now use a mobile device while watching TV. The number of Smartphone subscribers using the mobile internet has grown 45 percent since 2010
• 49 percent of mobile customer say they frequently use their Smartphone’s while shopping
• The majority of Smartphone owners (62%) have downloaded apps on their devices and games are the top application category used in the past 30 days*

Search engines and social networking websites are popular among Android Smartphone and iPhone owners (see figure below)

So … What Does This Mean For Marketers?

As mobile devices become more advanced the way people interact through these devices will also evolve.  Which means the way marketers can interact with potential consumers must evolve and take advantage of this opportunity. “The promise of mobile marketing is its ability to reach the right consumer, at the right time, and the right place – including the very moment and point of purchase. The term “So-Lo-Mo” (for social, local, mobile) has been coined to refer to this opportunity.” (Nielsen)

There are many creative and effective ways to interact with potential customers, but here are 6 ways marketers can utilize this quickly expanding mobile landscape:

1. Test the mobile waters with basic mobile advertising.
2. Launch text message subscription campaigns. With this option consumers can opt in and receive information about your company on their mobile device.
3. Use QR codes can help generate leads, completed sales, and maybe spark consumers to connect with your company through different avenues like social media.
4. Utilize location-based deal platforms like Groupon and Living Social
5. Implement Geo-fencing technology, which is a technology that is compatible with a majority of mobile phones. The location-based technology alerts consumers by SMS while in parameters of participating shopping centers on deals that are available at surrounding stores.
6. Develop an app for your business. For example, if your business is a restaurant, offer your nutritional information through an app. If your business is a clothing store, offer your product line through your app. Apps are a great way for you to offer valuable information to potential and existing customers.

Do you have a mobile strategy?

Download now!

Gaining Leads from Social Media Outlets

As more information becomes available on social media sites, users will be spending the majority of their time on Facebook, Twitter and the like. Consequently, users will turn to social media to learn more about their favorite brands and what they have to offer. Marketers expect to see improved social analytics that will provide them with more detailed information about their social ROI and how social fits in the conversion funnel.

It will be imperative for marketers to not only produce more social content describing their products and services, but produce meaningful content that will create leads. Blasting a survey or a question to your fans won’t be enough. As social media grows, your fans will become overwhelmed with information being spouted by their favorite brands. Your social content must be both useful and compelling to grab and keep the attention of your fans.

Social on Other Devices

What devices? You guessed it—mobile and tablets. The word “mobile” is being passed around a lot when it comes to speculating 2012 trends, but what does it mean to you as a digital marketer? It means content will be (and should be) targeted to mobile users. And it would be wrong to ignore the renowned tablet. As the variety of tablets increase and prices decrease, more consumers will be drawn to using tablets in place of their laptops or desktops. Marketers can prepare for this by creating content that is quick and easy to access. With more users turning to mobile, start adapting your social content for smaller screens. Bloggers would be wise to shorten the length of their blog posts, and it would behoove social marketers to stay away from flash.

Frictionless Sharing

However controversial, frictionless sharing is likely to grow in 2012. It’s the automatic sharing of content from news sites and music sites such as Spotify, and word is more companies will integrate with Facebook’s Open Graph. Here’s what Facebook has to say on their developer’s page:

“We are now extending the Open Graph to include arbitrary actions and objects created by 3rd party apps and enabling these apps to integrate deeply into the Facebook experience.”

What does it mean? It means frictionless sharing is only going to grow. Users don’t have to hit a button or paste a link onto their wall anymore; it’s the easiest form of sharing that Facebook can devise (so far).

TV + Social

Turn on your TV and you won’t be able to avoid the calls to action propelled by social. At the bottom of the screen, hash tags compel viewers to tweet about the show, and already dozens of shows incorporate Twitter and Facebook into their programming. Shows such as The Voice use Twitter and Facebook to collect public opinion on an array of topics, making the audience a major factor in their planning. The use of social in TV programming will grow immensely within the next year, and social media crowdsourcing will reach a whole new level. The key to using this successfully is to listen to your audience and take what they have to say into consideration. Implement their feedback into your marketing campaigns.

What other trends do you think will arise in the next year?