Cheap, Fast, and Green - the Marketing Trifecta

I've been thinking a lot about something my cousin Scott told me years ago. He is a digital illustrator and producer, and he once said, "Remember Ada, in the agency world your clients will have three objectives: Cheap, Fast, and Good. And you will ONLY ever accomplish TWO of the THREE."

Recently I started thinking about this as it relates to Green initiatives. Replace Good with Green and if you follow the logic, you can have:
• Cheap and Green, but not Fast.
• Cheap and Fast, but not Green. .... etc.

This is SO true - firms that want to quickly implement Green initiatives need to be prepared to spend the money. Firms that expect to save money by going Green need to expect that it will take time. Rushing to do things Cheap and Fast will likely sacrifice Green aspects.

Marketing managers take note! You can help manage expectations by applying the rules above. What initiatives do you have that need to address this issue? Can you break the rule and think of examples that satisfy all three?

SEO PDQ - Review of Rebecca Lieb's Book

As many of you know, I'm involved in a baby products business called CuteyBaby. As an enterprise today, CuteyBaby primarily exists online, so being found in Internet searches is an important part of the marketing strategy for that business. Enter search engine optimization (SEO) - a constantly moving target that for the most part, I have outsourced in my marketing life. Lately I've been wondering what's "behind the curtain" of the great and powerful search marketers out there.

Rebecca Lieb provided me with a very timely and elegant explanation in the form of her recent book: The Truth about Search Engine Optimization (amazon link). I have followed Rebecca's writing on ClickZ and other online sources over the past several years. Frankly, I was thrilled to see she had written this particular book because so many Internet marketing "how-to" volumes seem to lack substance, and I was in need of practical advice.

First, here is my basic definition of SEO:
Working to improve where you appear (higher the better) on major search engines' (Google, Yahoo, MSN) and relevant niche sites' (i.e. Business.com) search results through ongoing, systematic online content improvement.

Here are the things I found most valuable from Lieb's book to understand and/or implement in my SEO strategy now:

1. What women want.
Research what keywords your potential customers are searching on. For example, when people search on "removable wall decals" or "cloth diapers", I would like CuteyBaby to appear in the organic results (typically left side of the page). But there may be a ton of other relevant or related search terms, too. Use a keyword search tool like Wordtracker or Trellian (both have free trials) or Google AdWords keyword suggester (always free).

2. Text is everything.
Whether it's content, titles, tags, or links - everything a search engine sees about your site is text. Write for people reading your site, but understand how it looks to a search engine, too. Flash and lots of images may look exciting to a human, but to a search engine bot, it's just fluff. Be sure to give your images titles and alt text that make sense.

3. Get organized.
Use a content management system (CMS), or at least name your pages intelligently so that URLs make sense to the reader. I use Wordpress, and will probably continue with that for at least the blogging portion of my site, if not the whole thing.

4. A rose by any other name - not so!
Page titles are absolutely critical - make sure they are appropriate and help search engines know when to show your page as a search result.

5. Make friends in high places.
Look for opportunities to link to relevant external content, and get sites to link to you as well (called reciprocal linking). This greatly improves your search rankings, especially if the sites linking to you are well traveled.

6. Write good copy.
Write (or pay someone to write) intelligent copy that contains appropriate keywords and reads well to a human, too. The more quality text content you have on your site, the better chance you will be found.

7. Buyer beware.
Know that any company promising you top ranking in the major engines for category keywords for $500 is probably selling snake oil. No one has the key to instant search success.

There are over 50 tips/truths in the book, so if you are involved in SEO strategy at all, I recommend getting it. The tips above are just what's relevant to me at this moment. Also, if you are building a site, it really helps to consider SEO when mapping out and writing content - rather than retrofitting later.

Thanks Rebecca, for a great resource.

Marketing Book Binge

I must admit, I binge on information. Perhaps it all started while attending college in Iowa at Cornell College - their one-course-at-a-time system is so perfect for learning to process gobs of information very quickly. Now I find it a valuable skill in this information-rich modern world we inhabit.

Lately I've been tearing through books on social media and marketing. My most recent reads are: Twitter Power, The Twitter Revolution, The New Language of Marketing 2.0 and Guerilla Marketing. So if you are looking for the cliff's notes, or want to decide what's relevant for you to read, here's my take on those titles:


Twitter Power by Joel Comm

This book provides a step-by-step method to create follower-worthy tweets and gain attention on Twitter. It also outlines how Twitter can help as a channel for customer service, brand building, and crowdsourcing. Mr. Comm gives practical advice and encourages testing and measurement (near and dear to my heart) in social media marketing efforts. His chapters on setting up your profile & twitter page will be useful to people getting started on Twitter. More experienced folks will find this book less valuable. Most important takeaways - create a plan, measure results, and stick to it. Like many marketing efforts, building a following and converting customers takes time.


Twitter Revolution by Warren Whitlock & Deborah Micek

This was one of the early books about Twitter (back when Chris Brogan only had 8,900 followers). The authors' excitement for the medium definitely comes through. This book answers the question - "Twitter - what's all the fuss?" pretty well. I found it a little disjointed and shallow; kind of like Twitter! Most important takeaways - start a conversation, be genuine, connect with lots of people, and be open to where that takes you.


The New Language of Marketing 2.0 by Sandy Carter

A publisher sent me this book after seeing one of my reviews. Frankly, I was flattered. Once received, I found the subtitle off-putting. My first thoughts - What's with the marketing ANGELS? Is it a religious thing? An ill-chosen acronym?

It took me some time to read this book. It has about 3-4 times the content of any other marketing book I have picked up in the last few months. Kind of textbooky. BUT - I have kept it on my desk and referred to it several times due to its meatiness. There are a lot of case studies from huge companies. The author is an IBM exec. The part I liked the best was the chapter called "Fish where the fish are and use the right bait." Sounds simple, but it's so easy to forget when you are jazzed about your product or service and "like, EVERYONE could use one of these" thinking. This book is an excellent choice for anyone who does marketing for or in a large enterprise. The perspective is mainly from global firms, HQ'd in the U.S.


Guerilla Marketing by Jay Conrad Levinson

This book is in its 4th edition. Definitely worth owning, targeted to small and mid-size business owners & marketers. I like the very hands-on approach from this author. Guerilla Marketing is focused on outreach. What you can do to get your message out there to the right audience...understanding your product and market, then communicating with them as cheaply as possible. There is not a lot about what I'd call "pull" marketing like online search and social media. But this is good, get-down-to-business and get local marketing strategy. This book is great for small to medium sized business owners that sell products or services to a niche, or local audience. Key takeaways - read chapter 7 on saving marketing money.

At the risk of lengthening an already-long blog post, I'll give my 2 cents as a marketer. Consistency is hard, but it wins. Just look at the number of abandoned Twitter accounts, or in-progress online shopping carts, or direct mail in recycle bins. Regardless of the channel you choose, you have to be consistently there - talking, listening, informing - reaching out to people who are likely to buy what you sell. Be passionate. Remind people of how your product or service will make their life better. Then tell them again.

Twitter does not make you cool.

Lately I've been talking to clients, prospects, and colleagues about social media. Reading books and articles; really diving in to it. So many marketers are trying to get their brain around how to leverage this new channel. So many folks are writing articles about how social media is a game-changing paradigm shift for marketing. Here's my take: it's not.

What's really different about social media (sites like Twitter, Facebook, YouTube, or LinkedIn)? To some extent, you can't buy your way in. People have to WANT to listen to you - or they don't. Most any company with the cash can get lots of eyeballs with 30 seconds at Superbowl halftime. But which commercials actually realize benefit to that investment? The ones that have something interesting to SAY!

So, unless you're Ashton Kutcher, you better have a solid strategy going in to this social media world. Or your "tweets" (on any platform) will be falling on deaf ears. Here are some tips on what to put in your social media strategy:

1. Personality.
Your social media presence should have a real person (or people) attached to it. People have to care about and connect to the voice of your company.

2. Consistency.
You have to be there consistently, and be patient - it takes time to build credibility and presence in the social world. It's like dating. Don't make a marriage proposal on the first date.

3. Authenticity.
Be honest. People will instantly recognize if you're not.

4. Remarkability.
Do something that is unusual in your business - or unusual in general. Be incredibly funny, or candid, or opinionated, or generous. Then talk about it. This is the way to go "viral" and get broad-based attention.

I'm reading several books about social media marketing right now. Stay tuned to my blog for an overview of Twitter Power, The Twitter Revolution, The New Language of Marketing 2.0 and Guerilla Marketing next month.

Want marketing advice? Email me at ada@allegrolink.com - I'd love to help you.

Book review: The Big Moo by Godin

What caught my eye about this little book (in the airport book store, natch) was the subtitle: "Stop Trying to be Perfect and Start Being Remarkable." This collection of ideas from 33 business and thought leaders was edited by Seth Godin. It builds on his idea of having a Purple Cow in your organization - a product/idea/way of doing things that is so unusual it cannot be ignored. buy on amazon link

There are 33 ideas in the book. I encourage you to read it for inspiration in your own business. Here are a few learnings that really struck a chord for me:

1. Name that ______.
Give something in your business/space a powerful name. Naming something brings focus and positions you as expert. (from p.17-18)

2. Stand for something or stand for nothing.
Businesses that genuinely put time, energy, and resources into a worthwhile cause will rise above the pack. (from p.19-21)

3. Eliminate your fear.
You may think you (or your company) is not creative, when what you really are is afraid. Most creativity is fostered by risk-taking and putting seemingly unrelated ideas together. Go ahead, try it! (from p.94-95)

4. Be nimble.
Access to assets or even distribution is not necessarily the way to win in this economy. Big businesses have big overhead and move slowly. If you are a smaller player, the ability to move, test, and get to market quickly gives you an edge. (from p.165)

5. You are ready.
The best time to start being remarkable is NOW! Once you focus on a path of doing something remarkable, it will enlighten and engergize you. You will wonder why you waited so long. At the end of the book (begins p.175) is a great checklist to get you moving.

The Big Moo's own Big Moo is that none of the authors were paid to contribute, AND 100% - that's right 100% - of author proceeds go directly to charity. They also encourage the sharing and even reprinting of ideas in the book. Moo, indeed!

Get out your bikini!

I just returned from a wonderful family trip to Cancun, Mexico. The incredible sun, sand, and turquoise water was so inspiring and beautiful. We were a big group. My husband, daughter (18 mos), brother, sister-in-law, and sister were all on vacation together. What fun!

Last year - or maybe longer ago - my sister-in-law gave me a new bathing suit. She is somewhat of a collector (dozens of suits on hand at all times). This particular one was a green bikini. I thanked her for the gift, and promptly crammed said suit deep in a drawer. 1) it was October in Chicago 2) I had no intention of putting on a 2-piece anytime soon.

I started thinking about that suit, and I packed it on the trip to Mexico. In fact, I realized that I could not recall even one time in my adult life when I had sported a bikini. This was not one of those "tankini" type things that shows 1" of midriff. We're talking the real deal - teeny, by my standards.

As you probably guessed by now, I put that little green thing on in Cancun. I thought - why not? Just because I am neither thin nor tan, and haven't shown my bare belly since giving birth - why should this stop me? And you know what - nothing happened. No one recoiled in horror, fainted, or even pointed! Turns out, everyone must be worried about their own cellulite instead of mine. Neat!

So what on earth does this have to do with marketing, anyway? Well, Dorothy (said the cowardly lion) - sometimes when you are vulnerable, take risks, and show a little of yourself, you get unexpected benefits. I walked a little sexier, felt a bit stronger after wearing that suit. Strange, but true.

Today I talked to a prospective financial services client on the phone for a while. His firm had recently been downgraded by a major ratings agency, and they were on the defensive. Seems like the marketing approach will be "go down to the bomb shelter and wait it out," or something to that effect. So to this guy (and others in his position) I say, "Maybe you ought to whip out that bikini and see what happens?"

And call me when you're ready to show some skin.

Chris Brogan's Picnic Etiquette

Just finished reading an excellent article by Chris Brogan about social media marketing, and "bringing wine to the public picnic" we know as Twitter. The picnic analogy is credited to someone at IBM, but Chris does an excellent job of expanding the idea. Read his article.

The reason I'm blogging about it is that the comments at the bottom of that article are VERY interesting! Many people agree, yah yah yah. There's some talk about authenticity in social media - an intriguing topic. But there are a number of comments saying essentially - whoa - don't give away our secrets. "you're handing out the playbook" to non-genuine scammer types... I think this is pretty funny. And frankly, wrong.

Because here's what I learned from my 17-month old daughter. If you pretend to be polite and respectful and interested in another person, you actually are! Especially when I want to yell - QUIT PLAYING WITH THE TOILET SEAT! - and instead I walk over and say "come out of the bathroom please, little one" and guide her out of the room. Then I realize that on the whole, she doesn't yell much either. Which is really really nice.

What I'm saying is that if everyone took Chris Brogan's advice and paid more attention to each other, were polite and interested, and generally kind - we'd have a fantastic Twitter picnic. Plus, all that wine!


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