Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

16 - Marketing and PR

VIEWS: 27 PAGES: 11

									16. Marketing & PR


     In	
  this	
  chapter	
  I’ll	
  be	
  breaking	
  down	
  marke6ng,	
  
     par6cularly	
  online	
  marke+ng,	
  which	
  can	
  be	
  
     confusing	
  but	
  is	
  an	
  essen6al	
  skill	
  in	
  the	
  digital	
  age.


     Learn	
  the	
  secrets	
  of	
  boos6ng	
  traffic,	
  from	
  free	
  SEO	
  
     improvement	
  tricks	
  to	
  partnerships	
  with	
  influen6al	
  
     online	
  publica6ons.


     When	
  you’re	
  ready	
  to	
  commit	
  to	
  a	
  paid	
  adver+sing	
  
     strategy,	
  I’ll	
  guide	
  you	
  through	
  the	
  three	
  key	
  
     benchmarks	
  that	
  will	
  help	
  guide	
  your	
  success.


     Finally,	
  I	
  will	
  clarify	
  misconcep6ons	
  regarding	
  PR,	
  
     and	
  help	
  you	
  understand	
  its	
  limita6ons	
  and	
  
     advantages	
  when	
  it	
  
     comes	
  to	
  gaining	
  
     exposure	
  and	
  
     customers.	
  
Online Marketing

  Whether	
  you	
  have	
  a	
  simple	
  website	
  to	
  market	
  your	
  physical	
  
  business	
  or	
  a	
  complex	
  online	
  product	
  that	
  defines	
  your	
  business,	
  
  geFng	
  traffic	
  to	
  your	
  site	
  is	
  cri6cal	
  to	
  increase	
  customers.	
  


  You	
  can	
  always	
  buy	
  traffic	
  into	
  your	
  site	
  by	
  buying	
  online	
  ads,	
  but	
  
  there	
  are	
  seven	
  tac6cs	
  you	
  can	
  try	
  first	
  to	
  drive	
  traffic	
  for	
  free:




                                                                                                              Chapter 17: Marketing & PR
1.	
  SEO



      Metadata

        The first thing you should be doing to improve SEO is
        increasing your visibility to search engines by making your
        content easily labeled and searchable. You do this by filling
        out your metadata, including the title tag and the H1 tag (also
        known as the header). Make sure that each individual piece
        of content your site features has it’s own page with distinct
        title and header tags that properly describe the content.
Inbound Links

Increasing inbound links (external links that direct to your
site) is crucial for improving SEO. To find which sites are
linking to yours, go to Yahoo and type in “link:
www.yoursitename.com” to see a list of incoming links. You
can also search on Technorati to see what blogs are linking
to you. Track this number, and be sure it’s growing every
month.




                                                               Chapter 17: Marketing & PR
 Indexed Pages

 The more pages you have on your website, the more
 traffic you will get. It’s that simple. The more pages you
 build out, the more can be indexed in search engines,
 and the more traffic you will pull.
 2.	
  Press

Inbound	
  links	
  may	
  be	
  key	
  to	
  geFng	
  more	
  traffic,	
  but	
  how	
  do	
  you	
  get	
  
more	
  people	
  to	
  link	
  to	
  your	
  site?	
  One	
  way	
  is	
  to	
  get	
  more	
  press.	
  Press	
  
doesn’t	
  come	
  from	
  simply	
  having	
  an	
  outstanding	
  product	
  that	
  
reporters	
  no6ce.	
  It	
  involves	
  diligently	
  encouraging	
  the	
  right	
  news	
  
sources	
  to	
  cover	
  your	
  site.	
  Here	
  are	
  a	
  couple	
  6ps:



    Get the Right Coverage                                       Watch Competitors


      Technorati is a great tool




                                                                                                                      Chapter 17: Marketing & PR
                                                                  Make a list of your top
      for discovering what                                        ten competitors, then set
      bloggers are most                                           up a Google Alert for
      relevant to your service;                                   each of these
      search keywords and                                         competitors. You will be
      topics that best                                            notified when and where
      describe your website,                                      they’re mentioned in
      and then filter the top                                     articles, so you can track
      blogs in that field. Start                                  what press outlets are
      by interacting with the                                     covering what they do.
      bloggers, leave                                             Look up the journalist
      comments on their blog,                                     that wrote the article, and
      tweet them, and open a                                      the news source, and log
      dialogue. Once you                                          this information on a
      build a rapport, reach                                      spreadsheet. Reach out
      out to them and ask                                         to the people on this list
      them if they will cover                                     every month, and be
      your latest product.                                        diligent about it.
3.	
  Social	
  Media


Everyone	
  knows	
  about	
  tradi6onal	
  social	
  media,	
  like	
  Facebook	
  and	
  
TwiRer,	
  but	
  there	
  are	
  en6re	
  sites	
  dedicated	
  to	
  helping	
  people	
  
discover	
  interes6ng	
  content	
  like	
  yours,	
  including	
  Reddit	
  and	
  
Stumbleupon.	
  Leverage	
  these	
  link	
  aggregate	
  sites	
  to	
  get	
  more	
  eyes	
  
on	
  your	
  most	
  interes6ng	
  content.




       Produce Content                                Build Community




                                                                                                   Chapter 17: Marketing & PR
       Spend some time on                           Spend time engaging the
       Reddit, see what type                        community before
       of content makes it to                       submitting content. Sites
       the homepage, and                            like Stumbleupon are based
       what kind of posts                           on peer-sourced and
       people upvote.                               collaborative content
       Understand the                               sharing, so being an active
       community, and then                          member of the community
       create content that is                       will help you share pages
       appropriate for that                         from your site more
       audience. A post on                          organically and successfully.
       the homepage of                              Stumbleupon activity isn’t
       Reddit has the                               as viral as a single post on
       potential to drive up to                     Reddit, but has the potential
       25,000 unique visitors                       to bring in more consistent
       to your site in a day.                       traffic over a few months.
4.	
  Partnerships

Partnerships	
  and	
  distribu6on	
  deals	
  take	
  more	
  persistence	
  than	
  any	
  
other	
  efforts,	
  and	
  aren’t	
  guaranteed	
  to	
  succeed.	
  But	
  if	
  you	
  manage	
  
to	
  make	
  a	
  deal	
  with	
  a	
  top	
  site	
  in	
  your	
  field,	
  it	
  has	
  the	
  poten6al	
  to	
  
drive	
  a	
  considerable	
  amount	
  of	
  traffic,	
  as	
  well	
  as	
  exposure.	
  Learn	
  
about	
  biz	
  dev	
  in	
  this	
  video	
  and	
  guide,	
  then	
  read	
  these	
  examples	
  of	
  
small	
  startups	
  that	
  got	
  big	
  companies	
  to	
  work	
  with	
  them:




                   Mixx is a news aggregator site, similar to Reddit. The




                                                                                                                       Chapter 17: Marketing & PR
                   Founder, Chris McGill, built an incredible product and
                   then leveraged his ties with the online publishing
                   world. He made a deal with CNN so that each article
   CNN




                   page contained a Mixx button, so that each piece
                   could be submitted to Mixx. If you track Mixx’s traffic
                   during this time, you will find that this subtle move
                   affected their hits and uniques substantially.




                 Docstoc noticed that prominent publishers, such as
                 the New York Times and the Huffington Post, were
   NY Times




                 using a competitor to embed documents for a
                 prominent news story. So we picked up the phone
                 and built relationships with these publishers, helped
                 them embed documents on their site and showed
                 them how it would improve their user experience.
5.	
  Refreshing	
  Content

A	
  lot	
  of	
  what	
  we	
  discussed	
  will	
  help	
  you	
  
drive	
  unique	
  visitors	
  to	
  your	
  site,	
  
which	
  is	
  valuable.	
  But	
  it’s	
  also	
  
very	
  important	
  to	
  keep	
  
customers	
  coming	
  back,	
  so	
  you	
  
don’t	
  simply	
  have	
  spikes	
  in	
  
traffic,	
  but	
  are	
  consistently	
  
building	
  upon	
  your	
  traffic.	
  


Consider	
  this:	
  why	
  do	
  you	
  return	
  to	
  sites	
  you	
  love,	
  or	
  bookmark	
  
them?	
  Because	
  they	
  have	
  new,	
  interes6ng	
  content.	
  Don’t	
  let	
  your	
  




                                                                                                       Chapter 17: Marketing & PR
homepage	
  become	
  a	
  sta6c	
  business	
  card	
  for	
  your	
  website,	
  find	
  a	
  
way	
  to	
  keep	
  fresh	
  content	
  cycling	
  through.



     Automatic vs. Manual Refreshing

     Once you’ve built a repository of content, if you don’t have
     the time or resources to sift through it for the best content to
     feature, you may choose to automate the process.

     At Docstoc we created an algorithm that calculates the
     most downloaded documents (which we assume have a
     certain level of quality), and surfaces them to the homepage.

     In our case, we often rely on user-generated content, which
     means we aren’t spending our own resources creating new
     content in the first place.
6.	
  Viral	
  Loop

 A	
  viral	
  loop	
  is	
  essen6ally	
  any	
  way	
  that	
  you	
  can	
  turn	
  users	
  into	
  
 marketers	
  for	
  your	
  website.	
  This	
  is	
  a	
  great	
  example	
  of	
  a	
  viral	
  loop:



     LinkedIn and Contacts

       The most classic example of a viral loop was LinkedIn in
       2003, when the site was still fairly unknown. Back then I
       was in business school, and I created an account on




                                                                                                            Chapter 17: Marketing & PR
       LinkedIn. While searching the site, I saw another user who
       had over 500 connections on LinkedIn, and had a little
       badge next to his name designating him as a special user.

       I wanted a badge too, so I copied my 800 contacts stored
       on Outlook and sent them all a message to join my
       LinkedIn network. A meaningful percentage of my contacts
       that day that signed up for LinkedIn.

       Why? Because I was a warm contact, the invite came from
       somebody that these people already knew. And many of
       them probably sent invites to their contacts, sparking a
       chain of outreach that drove tens of thousands of users
       from my one decision.

       LinkedIn had turned me into a user marketer, who brought
       them an exponential boost in traffic for free.
7.	
  Solve	
  a	
  Compelling	
  Need

 This	
  may	
  be	
  the	
  most	
  obvious	
  strategy,	
  since	
  everyone	
  wants	
  their	
  
 product	
  to	
  be	
  useful	
  and	
  to	
  fulfill	
  their	
  customer’s	
  need.	
  




                                                                                                            Chapter 17: Marketing & PR
 However,	
  solving	
  a	
  compelling	
  desire	
  can	
  be	
  surprisingly	
  difficult.	
  
 Some6mes	
  it’s	
  easy	
  to	
  lose	
  sight	
  of	
  human	
  beings’	
  most	
  basic	
  
 needs:	
  


 1.	
  Money
 2.	
  Love	
  
 3.	
  Health


 We	
  all	
  want	
  to	
  lose	
  weight,	
  to	
  make	
  enough	
  money,	
  and	
  to	
  be	
  
 loved.	
  The	
  best	
  networking	
  plays	
  off	
  our	
  need	
  to	
  connect,	
  to	
  feel	
  
 beau6ful,	
  to	
  interact	
  with	
  those	
  we	
  love.	
  Consider	
  how	
  you	
  can	
  link	
  
 your	
  product	
  or	
  service	
  to	
  one	
  of	
  those	
  most	
  visceral	
  desires.
Paid	
  Marke6ng

Once	
  you’ve	
  mastered	
  the	
  free	
  methods	
  to	
  gain	
  online	
  traffic	
  (and	
  
when	
  you	
  have	
  a	
  source	
  of	
  money),	
  you	
  can	
  consider	
  paid	
  
adver6sing	
  through	
  Facebook,	
  LinkedIn	
  or	
  AdWords.


This	
  strategy	
  can	
  apply	
  to	
  both	
  online	
  products,	
  physical	
  products,	
  
and	
  even	
  retail	
  businesses,	
  who	
  can	
  target	
  their	
  Google	
  AdWords	
  
adver6sements	
  using	
  geoloca6on.


The	
  goal	
  of	
  paid	
  marke+ng	
  is	
  to	
  make	
  sure	
  that	
  the	
  life+me	
  value	
  




                                                                                                           Chapter 17: Marketing & PR
of	
  the	
  product	
  you	
  sell	
  is	
  in	
  excess	
  of	
  the	
  cost	
  per	
  acquisi+on.	
  
This	
  means	
  that	
  whatever	
  money	
  you’re	
  puFng	
  into	
  acquiring	
  
customers,	
  make	
  sure	
  that	
  you	
  consistently	
  make	
  more	
  money	
  
from	
  the	
  actual	
  sales.	
  These	
  three	
  variables	
  will	
  determine	
  if	
  
you’re	
  mee6ng	
  this	
  standard:




         CPC                                   Price                              CR

     Cost Per                              The price of                      Conversion
     Click, the                            your                              Rate: how
     amount you’re                         product, the                      many people
     charged per                           amount a                          who click your
     click. Usually                        customer                          site actually
     ranges from 50                        will pay you                      buy the
     cents-$1.50                                                             product?
Leveraging Public Relations

   You	
  may	
  know	
  about	
  press	
  releases	
  and	
  “damage	
  control,”	
  but	
  a	
  lot	
  
   of	
  business	
  owners	
  misunderstand	
  the	
  purpose	
  of	
  PR,	
  and	
  what	
  it	
  
   can	
  do	
  for	
  your	
  business.


   PR	
  will	
  probably	
  not	
  drive	
  a	
  lot	
  of	
  customers	
  or	
  sales,	
  but	
  is	
  
   important	
  in	
  the	
  long-­‐term	
  for	
  the	
  following	
  benefits:




                                                                                                            Chapter 17: Marketing & PR
   1.	
  	
  Building	
  Awareness
   2.	
  	
  Adding	
  Credibility


   A	
  mistaken	
  
   assump6on	
  that	
  I	
  hear	
  a	
  lot	
  is	
  
   “if	
  I	
  just	
  get	
  more	
  press,	
  we’ll	
  
   get	
  a	
  boost	
  in	
  sales.”


   If	
  you’re	
  featured	
  on	
  Fox	
  business	
  or	
  
   wriRen	
  up	
  in	
  a	
  popular	
  news	
  source	
  like	
  
   the	
  New	
  York	
  Times	
  or	
  Wall	
  Street	
  Journal,	
  
   your	
  sales	
  won’t	
  necessarily	
  jump.	
  


   You	
  will,	
  however,	
  increase	
  awareness	
  of	
  your	
  
   product,	
  while	
  adding	
  credibility	
  of	
  being	
  in	
  a	
  recognized	
  
   publica6on.

								
To top