Targeted marketing: Trad'l vs. Interactive, Social and SEO
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Transcript of Targeted marketing: Trad'l vs. Interactive, Social and SEO
Marketing, Social Media & SEO TodayMarketing MUST be Targeted & EfficientBy Brandon Na, Principal, Seattle Organic SEO
Brandon who? • Principal, Seattle Organic SEO• Radio Host, Toginet (past: eFM, Busan, S. Korea)• Director of Human Resources & Online Marketing,
Chung Dahm Institute, Southeast Regional HQ (most diff constituents)
• Online Marketing Program Manager under different titles for 6 years at Doubleclick (now Google), Amazon & Expedia
• More details at brandonna.com or search for “brandon na” and you’ll definitely find sth
Who are those difficult constituents???
Kids (Love ‘em, Hate ‘em, Love ‘em)
Marketing (defined)
• Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
~AMA (American Marketing Association)
• “connecting the target consumers with your products or services”
~unknown Marketing professor at the University of Puget Sound
Marketing: before www
• Newspapers (1704)• Magazines (1742) • Billboards (1867)• Telemarketing (1895)• Radio (1906)• Television (1935)• (Direct) Mail Marketing
(1954)
Facebook. Really?
Compete.com January 2011
Alexa.com
Great Growth and we See the Ubiquity, but…
Beginning of Internet Marketing
In the first stage for several & at worst, the 2nd.
The most efficient– Has 2 major periods– Before Google, After Google (est 1999/2000)
Quickest bang– Has 2 major periods– Before Google, After Google (est 1999/2000)
Just Started (2010)– Facebook, Twitter (still mostly noise)– Important, but…
Social Media
Email Marketing
SEO
PPC
Mobile Marketing Very early– Important, but…
One of the most powerful, but…– One of the most annoying! (est early 1990s)
Social Media Cost $$$$$
• Facebook: Free• Twitter: Free• LinkedIn: Free• Wikipedia: Free• Digg: Free• Youtube: Free• Digg, StumbleUpon, Reddit, Yelp,
Slideshare, Imdb, Quora, Blogger, Wordpress, Flickr, Craigslist (mostly)
Did I mention Social Media’s Free?
Useful Social Media Tools
• Blogging• Microblogging: Twitter• Social Networks: Facebook (Facebook
pages, Facebook apps, Facebook API)• Q&A Sites: Quora• Forums (old fashioned socializing online)
Blogging
• Blogging: New way to spread ideas, opinions, create news, create rumors, give people interesting things to read, debate, provide advice, and have longer dialogues online
• Allows you to take advantage of the long tail• JohnChow.com: est $500,000 (Canadian)/year
blogging about making money online; Perez Hilton reportedly makes $450k/yr
My own test: The Real South Korea (wordpress) dot com: 1,090,234 views ($0)
Architect Blogs
Why Tweet?
• “…my fellow Americans, ask not what your country can do for you; ask what you can do for your country.” Did this require a book?
• Gas is being sold for $2.99 a gallon on 45th and University!
• News, Ideas, Stock Tips, Rumors, Updates, “Check this out” (pics & all the above), & more
• Mobile phones will fuel the fire behind Twitter
Titlehttp://twitter.com/architects
8 Following, 3968 Followers
• Diamond Project Terry & Terry Architecture San Francisco, California http://bit.ly/eFLohp
• Check out: http://aol.it/ha5BWw - House Tour: Vidal Sassoon's Modernist Bel Air #architecture
• Star Architects Urged to Stop Exploiting Students http://bit.ly/eJz5Fv#architecture
• Frank Lloyd Wright House Available at Bargain $1.38Mhttp://aol.it/gKTUhJ #architecture
• Mexico's Carlos Slim Builds a Dazzling Art Palacehttp://buswk.co/bKVsX1 #architecture
Q&A and Forums
• Quora: Building a reputation as an architectTop 5 “Best” Questions: 1. What are the ugliest buildings in the world?2. What are some of the most beautiful buildings in the world?3. Why do some skyscraper elevators run at slower speeds on
windy days?4. What are the top architecture blogs?5. What is the interior architecture of the United Nations' head
quarters like?
• Forums do this in a less judgemental manner & networking can occur along with potential reputation improvement/otherwise
SEO: Super Efficient Opportunities
• Search Engine Optimization: following Google’s rules to rank higher than other results
Why do we care?Position Click thru Click thru
1 42.30% 33.84%2 11.92% 9.54%3 8.44% 6.75%4 6.03% 4.82%5 4.86% 3.89%6 3.99% 3.19%7 3.37% 2.70%8 2.98% 2.38%9 2.83% 2.26%
10 2.97% 2.38%
Most Important SEO Factors• There are 2 Big C’s to focus on– Content• On-site/page Optimization
– Credibility• Links
“The Internet is a an Economic Library”
Content
Credibility Chaos,:
(Creativity, Cunning, Collaboration,
Conditions [luck])
2’s
4’s
3’s#1
20th page
2nd page
3rd page
Consensus Rank On-Page (Keyword-Specific) Ranking Factors
66% 1 In Title Tag
63% 2 In 1st Word - Title Tag
60% 3 In Root Domain
49% 4 In H1
47% 5 In Internal Link Anchor Text on Page
46% 6 In External Link Anchor Text on Page
45% 7 In 1st Word - H1 Tag
45% 8 In 1st 50-100 words of HTML on Page
42% 9 In SubDomain Name
38% 10 Keyword Use in the Page Name URL
37% 11 In Page Folder URL
35% 12 in other Headline Tags (<h2> – <h6>)
33% 13 in Image Alt Text
33% 14 Number of Repetitions in the HTML Text on the Page
33% 15 Keyword Use in Image Names Included on the Page
Link building is the missing part of the SEO puzzleCreates “credibility” for your website
Anchor Text is Critical
SEO: Super Efficient Opportunities
Never has there been a time in business history where one marketing strategy been so efficient, so effective and so powerful. -A 39 Korean Man from Seattle
Thank you! And if you’re Thankful, please:
• Email me & say I’d love to link to your site: how? • Like me on Facebook.com/seattlewaseo• Follow me on Twitter: /seattleseofirm
References• How Twitter Changed my life, http://
www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation• Top Earning Blogs, http://www.incomediary.com/top-earning-blogs/ • Why Twitter Will Endure, http://
www.nytimes.com/2010/01/03/weekinreview/03carr.html• 140 Twitter Tips, http://www.slideshare.net/KyleLacy/140-twitter-tips • Internet Statistics Compendium by Econsultancy,
http://econsultancy.com/us/reports/internet-statistics-compendium• Social Commerce Stats, http://www.bazaarvoice.com/resources/stats
