B-to-B marketers have applied the idea of YouTube video sharing to sharing tutorial PowerPoint presentations via a site called Slideshare.net. Search on topics in your industry or on your competitors, and you’re very likely to find marketing presentations meant to capture your customers’ attention. It’s a relatively new site but one that bears a closer examination.
Archive for April, 2009
Working through the SEO Process – Understanding how everything works together
Wednesday, April 22nd, 2009We’ve recently posted a new page to the brandcepts web site that details how your website content, architecture, social media sites, and web analytics all work together to improve your search engine rankings. While many SEO sites detail how each piece is important in their own special way, we haven’t seen it explained how collectively they fit together to help businesses improve their search engine rankings. What many people don’t understand is that SEO is a process and not a one time effort. To maintain high search engine rankings, you need to continue to work on content and drive quality traffic to your website. And while one piece of the puzzle may seem important, it’s not a complete picture without the other pieces and the end results are less than picture perfect. Feel free to check out the page and contact us if you would like more information.
Pitch the Web When You're Pitching TV
Wednesday, April 22nd, 2009Next time you’re pitching a story for TV, think “web.” That’s the advice from Howard Fencl, a news producer at Cleveland TV station WKYC. News executives increasingly look for stories that not only have a visual play and make for a good story for the evening broadcast but for an angle that would play well on the station’s web site. Reporters finish their stories and then direct viewers to the site to learn more and get additional details not aired during the segment.
Analytics Marketing Corner — Does Your Web Site Have the Right "Bounce"?
Tuesday, April 14th, 2009Marketing today is as much about measurement and analytics as it is about compelling creative. Understanding the numbers and analytics behind your programs leads to greater impact, greater efficiency, and improved results and conversions. At Goldstein Group, in each issue of the newsletter, we share an interesting number that may lead to insights into your own program. This month:
- What’s your bounce rate? Every web site has a “bounce rate,” defined as the percentage of single-page visits or visits in which the person left your site from the entrance page. The lower the bounce, the more effective your marketing and search engine programs are. So – do you know what your web site’s bounce rate is and how it compares to others? Call us, and we’ll share the details with you.
- Increasingly, GGC is migrating to a service we’re calling “Analytics Marketing.” Those of you who’ve worked with us know that we have long had a passion for measurement and accountability; Analytics Marketing is an extension of that.
- Finally, we’ve gotten to the point with marketing technology where it’s no longer a question of what’s working and why. Marketing is no longer an act of faith but a discipline as measurable and quantifiable as any other sector of the company. Using a combination of open, commonly accepted software analytics products, along with whatever tools a client currently uses, we can track the effect of marketing programs. It’s no longer about generating traffic but the RIGHT traffic. It’s no longer about generating leads but the BEST leads. And it’s no longer about mere visibility but about sales CONVERSIONS. Call us for a demonstration and to hear best practices ideas of what others are doing that can apply to you.
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News Releases for Journalists or Google?
Wednesday, April 8th, 2009We’ve long known that PR professionals no longer write news releases to appeal to editors and reporters. Today, they write for the end-user, because news releases are now posted word for word on news sites around the web. Now, do we not only need to write with the end-user in mind but Google? We’ve been writing “optimized” news releases for some time, releases that contain links and phrases optimized so search engines can easily find them. The latest trend is to abandon the journalistic style for newswriting and write especially for Google. For example: Always include quotations in every release, because Google seeks them out for their news sites; when attributing a quote, use the person’s first and last name throughout the release, because people are more likely to search for a full name than just the last name. PR articles and releases are important for marketers today, because PR is the #2 driver of traffic to many company web sites.
