Viral Marketing with People of Influence

Today’s topic will be igniting viral marketing with people of influence. You know, the PR dudes and the customers, etc. Working in the seo sem industry, these points are vital.

With online marketing consulting It’s very important to define objectives. Most viral campaigns aren’t massive, just like real viruses. They can be small but have a massive impact! The goal might be as simple as to brand or promote a product launch.

People of influence are experts, journalists, or top bloggers – These people have the power to promote, and people tend to support things from people they trust. Most news organisations recycle news and it’s your job to take advantage of this.

The approach- You can launch and then contact these people of influence. Develop relationships ahead of time, this way they’re more likely to help you. Lets say you want to target a specific blogger. Why don’t you send them leads, tips, content – then down the road, bring them on board for consulting. They will be more likely to respond vs. a random email.

Cartoonists – You can hire a university student, don’t be afraid to outsource.

Bloggers – Have your blogger come up with something creative or hire a guest blogger with a following and give a financial incentive. It will cost you but may be well worth it. If you have a start-up it may put you on the map. Think… can get their followers to follow you?. Don’t look at just A list bloggers, every industry has their own.

Contests – You can have them regularly, and promote them internally. Or can recruit judges of influence (think free ipod touch).

Interviews – Make it easy as possible on the interviewer. Get a list of contacts to spread it. Really you want to find out who they know to promote them.

Research – If you are small on a tight budget – chambers of commerce, local business leaders and influential social groups.

Find brand advocates – Forums, blogs, social media, your own customer list, sales newsletters, blogs – create relationships. Get them behind your brand, give them an incentive. Discounts, upgrades, etc.

Recruiting influencers can be difficult – Approach this from a sales point of view. You must get past the gate keeper so attending a conference is a great way to establish face to face. Better than cold calling.

Want to target a blogger? – Buy advertising space, it’s much easier to get them on the phone.

Hire consultants! – Experts, bloggers, journalists, forum owners. This is the easiest way to use their names and gain media publicity.

Utilise customers to spread campaign. Look at emails, invoices, press releases. Talk to sales reps.

Brick and mortar – Do cross promotions, explain the benefits and find points of contact.

Many other ways to spread the buzz – Individualise, sponsorships, PPC, PR agencies, press releases, newspaper ads and even local fliers in the city centre!

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Can long URLs hurt you?

At SEO Liverpool we’ve been having a discussion about long URLs, in the past they have been spammy. I’m sure I’ve read a thread that actually commented on some URLs being a bit too long for comfort (SEO SEM agencies take note!)

Look at my example URL:

www.thisoldsite.co.uk/some-item-like-this-and-another-keyword-like-this-and-sometimes-even-more.42html

I’m all for having descriptive URLs, but …. but on occasion this seems to be taking it a bit too far and most of the time you’ll have trouble identifying anything that matches in the content of the page. Too far? Does that mean a search engine will penalise really long URLs? Or in this case, it does it just looks spammy to a manual review?

Sometimes if you dig deeper, you’ll noticed that you can find the same page as long as you include 42 at the end of the URL. Now, this is a common CMS issue with many sites. We’d deal with this with a 301 redirect from the broken URL to the true URL.

In this illustration, the CMS identifies the page by having the ID (i.e. 42) in the URL and then returns the dynamic content. The CMS should contain a real URL and then 301 redirect any other URLs that have id 42 in them to the real URL.

So, when building a CMS or SEO training staff, you might want to do a couple things in terms of URLs:

(1) Restrict the length of the URL to something normal

(2) 301 Redirect any duplicate URLs to the real URL

Thoughts?

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Adwords Quality Score Help Part 4

Cheap search engine optimization is as subjective as the best SEO.

SEO SEM and Web design companies have a habit of boldly claiming they offer both and are all things to all men.

This final part of our look at quality score takes search back to the basics, back to the fundamentals. Providing the user direct access to finding the content they want at the time they want it.

5 basic steps:

Keywords.
Organisation & Structure.
Match Type.
Creatives.
Landing Pages.

Keyword building: Most people bucket them and go off on the long tail. You should have several different groups and categories of brands. It will really improve your quality score. They are not necessarily tail terms, they are product specific. Don’t chase every keyword, chase the right keyword. If you can build out your campaign you can really lower your CPC – if your keyword is profitable, make it more profitable.

Structure: Don’t build thousands of useless keywords. Be organised when you put this together. Some limit you to 10,000 ad groups. If you have not reached that limit you are not working hard enough!

Match types: Every keyword you run should be on every single match type. Every keyword should be running on exact. When you break it out, you will start to see a decline in your phrase match spend. Put in your negatives.

Creatives: Go down to the specifics where you are not even using Dynamic Keyword Insertion any more. Be so specific. We use colour type, size, etc in every creative that we do. Let the user find the exact creative that they are looking for. It will increase your Quality Score and lower your CPC.

Landing pages: In some networks your ad could/will be disapproved if you do not have great landing pages. Everything in your landing pages should be in your ad copy and everything in your ad copy should be in your landing pages.

Simple

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How to Create a Social Media Storm

At Summit Online Marketing we’re frequently asked as part of our Search Engine Optimization Training the same question. It usually starts with… “we’ve really good content that we want to get thousands of visitors to, how do we do it”?

This short guide should come in useful.

With social media optimisation (SMO), it helps an awful lot if you either know the right people or are active in the places where you are looking to target. Once you do or are it is fairly easy. Here are a few tips to help you get the most out of your good content and your SMO campaign, for once you find your feet:

Forget Digg: I know it has been said many times, but it is even more true then ever now. For nine out of ten sites Digg is a big waste of time and getting any kind of e-commerce site on the homepage is virtually impossible. The only people who look in the upcoming section are the digg staff and fellow marketers. Spend 30 seconds getting your free link and then move on.

Planning is Everything: Make a list of all of the social media websites you are going to submit your content to and then work out roughly how long you think it is going to take for your content to go popular on each site. For example with Reddit you can be fairly sure that if your content is going to go popular, it will do within and hour or two. With Mixx it will normally take a good 6 hours and with Stumbleupon you just can’t tell, so you leave that out of the equation.

Once you have done this you need to choose a time for when you are going to plan to have all of your submissions go popular. You might say to yourself, I want all of my submissions to be going popular 7 hours from now at 11.00pm. Then you add the time you need to submit next to each social media site on your list.

Go to work and do everything as planned. If you have submitted to all of the major social sites and if all of the elements are in the equation, then when the time comes you should be able to make it into the top 10 on popurls and you should be getting a load of traffic from JimmyR.com. I have had over 3,000 uniques from popurls.com and I have had over 2,500 uniques from JimmyR.com. If you make it into the top 10 on popurls you have won and you will generally receive over 50,000 unique visitors in a short space of time and lots of trackbacks.

Once you have started to go popular on some of the social media sites our SEO training has shown us that you can make your content go a lot further by dealing with negative comments. There are lots of different ways to do this and trying to talk to the negative commenter(s) isn’t always the best one, here are a few ideas:

* Have all of your friends down vote the negative comments heavily
* Take the mick out of the negative commenter(s) or their comments
* If they have a good point, you might want to think about possibly changing your content

With good SEO SEM planning you can consistently get content to go popular on the social media sites, generate buzz and generate trackbacks.

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