Responding, Converting, And Measuring Your Marketing
Now also, useful is going to respond. And what I mean by this is, if someone’s out there talking about you or asking that question, even if it’s not directed at you, you want to make sure that when you come back. And you see that message, you respond to it. For example, me and my kids were sitting at Sea-Tac airport one night. it was about midnight and we were waiting for our bags and waiting and waiting and I finally tweeted to Alaska Air because I know that they always respond to stuff online. I figured I’d hear in the morning. And I said I know you have a deal where if our bag takes longer than 20 minutes we get something cool what do we get because we’ve been here for way longer? Within two minutes, at midnight, someone from Alaska Air responded, and apologized, and explained what it was.
And explained how I can go get it. Now as it turned out, this delay was not their fault, but you better believe that they made me into a real fan. Alaska Air really became, not only significant to me. But also just someone that I will go out and deliberately spread the word. So I became on of their group of the weird. And that’s probably why when you go look on Facebook, Alaska Airlines whose you know a relatively small airline compared to some of the giants like United has 218,000 fans when most other airlines, the most popular pages they have.
Are the ones with people complaining about them, so just keep that in mind. You can search actively for things to respond to. So you can take a look on Google, you can do a search and just change it so you’re looking at the past 24 hours, that’s what I’m doing in the slide here. And just search for your brand and see what people have said. You can use tools like Sprout Social. Which will let you do searches on your brand across multiple social networks and look for questions as they come up. Then you can answer those questions at the moment that they appear. Useful also converts.
And again, this is about deliberately reaping the rewards of all the work you’re doing. You want to make it easy to convert. This is a website for a produce seller. And if I decide I want to use this deal, they give me these three or four steps that I have to take. That is not easy. Am I really going to remember the particular promo code that I’m supposed to put into the field at step two, after I finish creating my account? Probably not. This is not easy, this is not the way you want to do it.Look at Mail Chimp. They have a single button. I get to their page, they’ve done that work, I’ve gotten there because of some messaging they have.
If I click Sign Up Free, I’m already into the process at that point. I’m one step more committed than I would have been before, it’s super easy. Even on my own company’s website, we make sure that there’s always a next action that people can take. I’m a big fan of a lot of the research that theUniversity of Washington is doing around social media and things like that. They have sometimes great little blurbs on their homepage, but they often don’t have links back to more information about those blurbs. It just kind of leaves you sitting there saying more please, can I please get all this great information you’re talking about? so, you know, that’s an example.
You want to make sure people convert one way or another. And a conversion might mean a sale, it might just mean a click. Whatever it is, make sure they take that next step. So Useful is just plain cool. That’s really what we’re talking about here is that when you take your product and your message and you make it useful, you’re making yourself cool to that narrow audience that you created, that little audience of the weird. But someone is going to ask me, how do I prove it works?Show me some data. Well, there is a way to do it, but you got to measure everything. So when you start on your campaign towards significance, you want to make sure you’re tracking which pages get the most looks.
Which pages have the highest value? Which pages lead to people making conversions? So that if you’re using content to demonstrate significance you can see the performance of that content, see which pieces of content are working better. If you’re using something else to demonstrate significance, if you’re using off web content, if you’re using a sales team or something like that.Then just make sure that you’re tracking over time, and that as behaviors change within that team, within whatever it is that you’re doing offline, you track and see the results of your actions. Use tools like Majestic SEO or Open Site Explorer which will let you track the relative popularity of a particular page, or message, or person on the internet in social media, so that you can see whether you are becoming more significant to your audience.
And, if you’re using content, and I have to have a quick aside here, when I talk about content, I’m not talking about content marketing. A lot of people like to use that phrase. I’m just talking about using great content for marketing and the difference is you’re not going to go out and buy fifty articles for $5 a piece to demonstrate significance, you’re going to need to produce really quality stuff. So, when you do that you can aggregate different pieces of content together. If you have a whole bunch of videos that are really funny over the top videos, then maybe you put all those together so that you can then in your analytics reporting So you can see, okay all the funny overthe top stuff performs much better than the really serious stuff or vice versa.
That will help you as you try to measure what’s working. It will let you show to people that this is indeed doing the job. And you want to test wherever possible. And the big advantage to the internet. The thing that I actually think may have started as down the road to over focusing on search. Is the idea that we can test and measure everything. So, you can use a tool like Ubounce to compare different landing pages. So if you create a page on your website, you can put togethersome basic information on the page and decide you’re going to try three different headlines.
And Unbounce will automatically rotate those headlines for you, and show you which recipe, which combination of headline and graphic and everything else. Generated the best result. It’s a great way to see not only whether you’re attracting the right audience, the right group of weird, but also whether you are getting the right response when they get there. Are you proving useful to them? Tools like Crazy Egg let you measure how far people scroll on a page and where they click, another great way to see what on the page is proving significant to people. You’ll sometimes find that people are clicking on things that aren’t even clickable.
And you need to change that because they want it to be useful, and it’s not useful yet. So, some myths that people bring up all the time around this. First, the idea that weird has to be bizarre. It doesn’t. Marketing to the weird doesn’t have to be a really strange thing. It can be, off the wall, really bizarre, really funny. But it can also be pretty subtle. It can be anything that has a niche ofpeople who will be passionate when you talk to them. And that’s why that overlap is so, so important. Some people come to me and say, never mind all that. Search is all about links.
I gotta produce more links, I need more links. Well, Google’s changed, links don’t do what they used to, they don’t work the same way they used to. They do still help you rank. And of course they can drive great traffic, but one good link is worth an infinite number of lousy ones, and actually one bad link can do really bad things to you now Google has introduced a filter, an algorithm change called Penguin, which will actually push you down in the rankings if they feel that you’re artificially acquiring links. Then people will say well, okay, this is great but everyone who comes to me is buying rhubarb and I need to use the word rhubarb 11 times on my home page or I won’t rank.
It’s not really true either anymore. Yes, you need to use the language that your audience uses.That’s how you become significant, right? They have to understand you. But topics and topic focus and semantic match will take care of themselves if you become significant. People will tell me there’s no ROI in this. My jaw just hits the floor. I don’t know exactly how to respond to that. So, I’ll just give you numbers. Let’s say you buy a print ad In a magazine and it costs $200,000 and you reach about 3 million people. It costs seven cents a person and you have no way to measure the return on investment.
And this is actually a real example. Then, you pay authors to write ten really great articles. So, $2000 an article, it costs you $20,000. You reach 620,000 people at a cost of three cents a person.So, it’s cheaper. And, the ROI on the end, on this particular campaign was 10 to 1. So you tell me which performs better.