Why Your Marketing Sucks

Get ready to feel defensive, because I am going to tell you what you are doing wrong. I am going to share seven (of many) things that suck about your marketing efforts. These are things that you are doing wrong, or not doing at all which suck so bad it is like a vacuum cleaner pulling money right out of your pocket. I am not telling you how terrible you are at your marketing just so you can pout about it and leave nasty comments on my blog. I am telling you this so you can stop going broke and making bad excuses for your failures. Note that I am also not telling you this to sell you a solution, because if you are screwing these things up, you are probably not in my target audience. I get paid for my work, and if you are screwing up this badly, you cannot afford me.

Got it? OK then, pick up your bottom lip and stop drooling on yourself about all the money you are going to earn with this new information. I am not giving you the keys to the kingdom. I am just going to try and help your marketing to suck less. So let’s stop sucking and start fixing some of your marketing screw-ups.

On with the list! Here are seven reasons your marketing sucks. These are not in order of importance or suckness. They all suck, and I will bet a photo of my middle finger that you are doing at least a couple of these.

Reason One That Your Marketing Sucks: Lack of Measurement

It is really easy for people to just keep tossing out their name and trying different ways to increase their business, but if your results are not measurable and accounted for, your marketing sucks. What good is it to gain more business and not know precisely why, and how to repeat it? I see this a lot, and it is a novice mistake that you make because you do not understand the value of good marketing. Without useful measurement, you never will.

Reason Two That Your Marketing Sucks: Lack of Plan

When you do not have a plan, it is hard to have proper measurement. Many would-be great marketing efforts fail by lack of a sustainable plan. A plan includes research, goals, measurement, budget, and good old fashioned hard work. If you are opposed to work, you really should avoid marketing what you offer anyway.

Reason Three That Your Marketing Sucks: Lack of Budget

A measurable plan will still suck if there is no budget. People tell me all the time that they do not have a marketing budget. Seriously? No marketing budget? How can you be in business and not have a budget set aside for marketing? A marketing budget should be based on known factors surrounding your market and it uses logic-based, mathematically provable facts. This is not mythical, this is the real world. If you don’t have a marketing budget, your marketing sucks … and it sucks really bad.

Reason Four That Your Marketing Sucks: Lack of Goals

A goal does not need to be 120 pages of unsustainable crap. It should be easy to understand and it should be achievable. It should be based on real information, and not on hype, fear, or other subjective junk your mind will throw at you. Goals should be meaningful. Just think about this: If some thug comes to pick up your daughter for a date, do you look at him differently if he lacks goals? Set some purposeful and researched goals so that your marketing can begin to suck less.

Reason Five That Your Marketing Sucks: Selling Product

You are trying to sell a product or service rather than address the reasons somebody would want your product or service. If you want to sell a car, you are not selling four wheels and a bunch of metal. You are selling freedom to roam, fun road trips, family safety, peace of mind, personal status, comfort, pride, dealership reputation, brand reputation, and other things. If you are selling the car without understanding the reasons people will benefit from buying your car, your marketing is wasted … and it sucks.

Reason Six That Your Marketing Sucks: Price-Selling

We all heard about this recession, right? It is not a secret anymore, but if you are marketing based on cost over value, your marketing sucks. There will always be somebody willing to sell it for less and bastardize your market. When you join them, there is little chance you will ever beat them. Raving fans and brand advocates are not created by price tags. Look at Apple Computers as an example of not selling based on price alone. They may not rule the personal computer market, but they rule their market.

Reason Seven That Your Marketing Sucks: Zombie Marketing

Zombie herding is a thing of the past, but yet you still try this against all odds. When you think that simply finding a bunch of people to pitch your goods to is marketing, your marketing sucks. You try to reach out with your message as far and wide as possible, but then forget the importance of all those active and vibrant living human beings who will spread the message for you if you just stop treating them like zombies. Tweeting and Facebooking your latest special is easy. Any mouth-breathing, knuckle-dragging, drooling and babbling fool can do that … and they are! Pull yourself together and be memorable. Your customers are real people with real brains. Stop treating them like zombies.

I see this all day long on the Internet. People tend to forget that the intent is to reach real live people, and not just some fuzzy demographic.

Summary of Marketing That Sucks

There I go again, giving away what I know. I keep saying I will stop doing that, because when you know everything I know, I am out of a job. The good news is that if everybody who comes to me for marketing had this much sucking in their market, I would not want to do my job anyway. Knuckleheads be gone! Come back when you begin to suck less and want to do more business.

Bonus Reason Your Marketing Sucks: You have no backbone and you are trying to please too many people. Build a brand and stand strong to the brand. If you are afraid that somebody will not like your brand, let me burst that bubble for you early. Some people will hate you. They will hate everything you stand for and everything you do. If you are too afraid to polarize your audience, give up now. Being famous often requires having the guts to be infamous.

Sell More Paper Clips!

If you challenged multiple companies with a truckload of paper clips to sell, somebody would sell out sooner than the rest. One would almost surely hit their stride and empty that truckload of paper clips before the others, and there must be a reason.

A basic essential of marketing is to get people to talk about you in a positive way. When other people talk about your brand, it is far more valuable than when you talk about your brand. This is proven every day, and in many markets. Just think about the ones you remember and why you remember them.

In order to emphasize the point, I have created this short video to show you how to sell more paper clips. I hope that you will enjoy it.

Addendum: After comments from Jim Rudnick at Canuck SEO (JVRudnick) both below and on social networks, I picked up the phone to call and thank him. We chatted and he told me of a remarkable story about a man who traded a paper clip for a house. If you doubt the value of good marketing and how to build value in something as simple as a paper clip, you should see the story of Tyler Wright.Thanks for sharing, Jim!

Hippopotamus Polka?

People search for the craziest things online. Looking at your website statistics to see the searches people use to find your website can be an eye-opener. I discover thousands of bizarre and unexpected searches which lead people to my websites, and some of them quite useful. This can be quite entertaining, and also very beneficial for understanding people and the ways they search.

I constantly hear from people begging to be at the top of search engine results for specific terms. I often find that the things they want to rank for are about as well researched and thought out as balancing a three ton hippopotamus on a popsicle stick above your grandmother’s fine China collection. There are two problems with this: 1.) Somebody is going to get hurt. 2.) It does not work well, mathematically.

Most website owners do not have a clue about how to select the search terms to target, or even what people are already using to find their website. Even fewer know how to target useful search terms, or anything at all about the enormous value of lateral keywords which can often account for far more website traffic than the terms they desire. This is to your advantage, because now you do have a clue. You can thank me with your comments.

The topic of how people search the Internet came up in conversation with a client yesterday. He pointed out a competing website which was ranking higher in search engines than his website. Of course, it was for his “hippopotamus-balancing” keyword selection which he thought must be important, because everybody else was targeting it. He got a quick schooling when I pointed out how few people were actually searching for that keyword phrase, and that according to available measurements (Compete.com, Alexa.com, Quantcast.com, Open Site Explorer and others) his website receives over 1,000 times more visitors and incoming links, and is ranked well for thousands of search terms. He kind of shut up after I showed him that, and I had my mind’s-eye vision of doing a victory dance. Then I pointed out his high conversion rate and had to take a step backward to preserve my personal space before he could slap on a big man-hug or kiss me square on the lips for all the money he is making.

Strange Ways People Search the Internet

It is easy to assume what people are searching for. It is also a huge point of failure for the majority of businesses trying to promote their product or service. I find too many people who make assumptions of the keyword phrases people will use to find them. It is important to be aware that each and every one of us use search engines differently. I find whole industries every day which blow me away with their total failure to understand and reach their market.

In an effort to make this point, I offer you these little bits of reality:

Here is a blog article I wrote a while back about cigars. I do not sell cigars, (although perhaps I should). I wrote one article about a cigar company falling short in their marketing, and then I later followed up with an article which showed the top 200 cigar-related search terms which brought people to my website from that single blog post. See “Cigar Prices Rising With Bad SEO and Social Media Marketing“.

More proof of this matter of an industry which did not grasp search engine optimization was found in the Smart Slate interactive whiteboard slate. See “Smart Slate, Smart Airliner, and Other Interactive Slates“. Because of the absurdity of this industry, I have earnestly looked into the option of entering the market just to mop the floor with the blood of fallen competitors.

Then, there is the automotive industry. I want to scream at this whole industry for the way they suck up billions in government bailouts, yet they keep trying to do business the way their grandfather sold cars. I wrote about their infamous ways of marketing and just how badly they are missing the mark. See “Topeka Kansas Car Dealer Social Media Marketing Case Study”

These examples are just a few of many thousands of markets being terribly overlooked by good marketing efforts including SEO that works. If you do not know what people are looking for, you will have a really hard time delivering what they want. It should seem obvious that when some knucklehead SEO (search engine optimizer) like me can come into an industry and take over thousands of first-page spots for search phrases and pull in the eyes of their potential customers, somebody is really missing the boat.

I suggest examining the search phrases people are already using to find your website, and reading this article on how to “Improve SEO Return on Investment (ROI) With Simple Math“.

If you don’t pay attention to what people are searching for, in reality rather than just myth, you may as well just play with a hippopotamus on a stick. Just don’t blame me if you break grandma’s China.

It's Raining Links!

Why the Infographic?

There is a constant challenge for marketers to explain the process of social media marketing and search engine optimization. The many various Internet marketing methods and tools which we use cannot be summed up in just one infographic. However, I believe that the infographic below provides an explanation of the job sufficient for most clients, while not overwhelming them with information.

OK, so here you go … Internet Marketing Challenges Solved (click for larger version):

Murnahan’s Alternate Infographic

Alternate Infographic

DISCLAIMER: Just in case you really do not have a sense of humor, please be aware that I will not be accepting any liability for the use of “Murnahan’s Alternate Infographic”. Any use of the red dot will be solely at your own risk. “Murnahan’s Alternate Infographic” may cause severe bleeding, headache, runny eyes, and an overwhelming need to scream obscenities. Results may vary. Consult your physician if you have any doubts or concerns about using this alternate infographic.

Own Your Recession

You are a bit scared, right? I hope so, because you should be. If you have just consumed a small fraction of reality over the past couple years, you have certainly noticed something different about people’s spending habits. Lines at restaurants are shorter, and lines at homeless shelters are longer. Let’s not sugar-coat it. Shit hit the fan and business is harder to come by these days.

One of my long time close friends is a well-informed Magna Cum Laude Princeton University graduate of economics with his MBA and a bunch of letters at the end of his name. He is a top-level economist and one that many other number-crunchers rely on to evaluate major business decisions. He is about as scared as it comes. Me, I lost squillions since recession started in 2007, and I got sick of being scared. Instead, I made a plan, and I continually work with my plan.

Improve the Future You’ve Got

This is not an uplifting “rah rah, go get ‘em” sermon I am here to give you, but rather the cold hard truth of where things stand, and ideas to improve the future you’ve got. Ahh, but there is the key! If you note that I said “the future you’ve got” I mean that the future is something you already have. It is not some unrealistic thing that lives in some other dimension and never comes to pass. Time keeps marching on, and every day marks another day into your future. You do have a future, and if you are too freaked out about today, the future gets pretty blurry. In any case, your future will get here, and you are the one who makes all the tough decisions on how it will look.

I understand that it gets harder to envision your future when you are still fighting today. I have seen the future become blurred, too, but I have made a plan. I made a flexible plan, and one that can be amended as needed. I keep my eyes moving, and I always look in all directions. It is tricky and requires constant attention, but without a plan, results would be pretty bleak. Don’t you think?

If you feel like you are alone in the recession, stop feeling that way. Not just because I said “stop feeling that way”, but because you know it is true. You see it all around you. There are two divergent ideologies on the topic. One says the sky is falling and we are all doomed, and the other talks in ambiguous Wall Street phrases about improved economic indicators and tries to influence a stronger market by helping people feel safer to spend money. Reality is somewhere in the middle, and your economic reality will come from the actions you take.

Owning Your Recession

Let’s face it, you own your recession, and the sooner you realize it, the better. Sure, it has affected most of the people you know, but there are still people thriving in a bad economy, and I will give you some reasons why. It starts with making good decisions, having confidence in your decisions, and taking action on your decisions. That is a lot of decision making, and many people are more comfortable making the decision to “wait and see what happens” and to follow the same course. Getting ahead means getting uncomfortable, and if you are in business, you must understand that fear affects success in more than logic.

I can own up to my recession, although it is not all my doing. I still know that my decisions have everything to do with where I am and where I go from here. I will give you an example. In 2007 and 2008 I watched some huge suppliers to my company kill thousands of jobs and shut down some of their operations. One of my suppliers of network services laid off 5,000 people in a single day. I knew my industry very well, and I knew in advance that I should have sold off or severely downsized one division of my company. Instead, I wanted to be a hero to my clients, so I took a “wait and see” approach. It was not long before the “wait and see” kicked me squarely in the ass.

You will not catch me seeking sympathy, but I saw my corporation’s annual accounts receivable drop by over half a million dollars in a single month during 2008. As the CEO, I knew that it would eventually hit my personal economy pretty hard, so I made sacrifices. I cleared out $250,000 worth of cars from my garage, I suspended a six figure per year auto racing budget, I downsized my home by over 3,000 fewer square feet, and I worked harder and for less money than I had in many years. It made sense to cut certain things that I did not require, and it made sense to kick myself back into gear. I made many sacrifices!

A Couple of My Worthy Sacrifices

Making the Right Sacrifices

I write a lot to help people regain vision for their business and personal lives. In fact, I wrote three books last year and a whole lot of blogs. You surely cannot knock me for dedication. So much of what I write is aimed at helping others to grow their market and regain the market they once enjoyed. I know I make some people very uncomfortable, and I am pleased for that. If you are comfortable with how things are, you have less reason to do something brilliant. On the other hand, if you get sick of being scared, like I did, maybe you will come to make the right choices to build upon your own economy.

Maybe you never read any of my biographies or ever heard of me before, but from the time I dropped out of school at age 15, I have built multiple very successful companies. Something I have learned well is the value of sacrificing unnecessary comforts today in return for a better tomorrow. Sure, you can say that tomorrow never comes and that you should seize the day, but isn’t that the same thing your credit card issuers count on? If you work harder, try harder, create a solid strategy, and do more for your future, you are the one who collects the interest.

The Wrong Sacrifice

I could bang my drum and toot my horn all day and night, and you can still call it all “bullshit”. I can give you good ideas and direction, but you can still call me crazy. A lot of good thinking has been called crazy. Christopher Columbus was “crazy” for saying the world is round, and Albert Einstein said “Great spirits have always encountered violent opposition from mediocre minds.”

Crazy is relative to your own sense of reality. I was crazy to leave school at 15, but less crazy as I earned millions by 25. Something which cannot be denied and is based on solid math is that effective marketing will grow a business. Effective marketing can get you the job you want. Effective marketing and reaching the right people with the right message is what creates opportunities, from meeting the right spouse to becoming the head of a political party. So how can you possibly abuse and neglect your marketing when it is the one quantifiable thing which can lead you to your goals?

If you want a better economy for yourself, do something different. As I have said before, “Do Shit They Will Remember” and note that sometimes you must “Choose Logic Over Emotion“.

If you want more, market more, and market better. Of all the sacrifices I ever made in business, marketing has never been in the list. It has always been the one thing that mattered most. Recession is actually the best time to market your goods, because your competition is running scared, too.

I wrote of sacrifices I made to create millions of dollars in business from my 6th grade education (I left at 15, but I failed a few times first) in my book “Living in the Storm“. This is not my evil plot to shake you down for the huge $2 royalty I make per book, but if you have a hard time understanding the sacrifices it takes to grow a business, you should consider reading it.

Accepting your own recession and doing more to improve it does not mean everything will be amazing again. However, if you are not doing more to market yourself or your business, you are accepting what you have and that will become less as others keep moving forward.

Photo credit to Eric Pouhier via Wikipedia

SEO Lies Exposed

Let’s have some fun and review these common lies told by SEO. If you have stories to tell, please add your experience in the comments of this blog post.

SEO Lie Number One: Meta Tags

One of the most common lies I have ever heard is when the SEO says, “You just need some keyword meta tags to improve your ranking.” The truth is that meta descriptions are important, but the keywords tag is mostly meaningless. Meta tags are a minor part of SEO and if somebody tells you that adding meta tags is your answer, they are lying to you. Here is some more information on the topic: “SEO Meta Tags: Oh, You Must Be Another SEO Expert!”

SEO Lie Number Two: Search Engine Submissions

Here is one of my favorite SEO lies. The SEO says something like “We will submit your website to 40,000 search engines and directories.” This is not only an ineffective thing to do, it can also be very damaging when your website links are in a bunch of penalized websites called “link farms”.

If you just must submit your website somewhere to make you feel productive, submit it to DMOZ and Yahoo! Otherwise, leave it to the search engines. They will find you if you have something that other people believe is worth linking to.

Never trust the SEO who sells directory submissions and pink ponies. REF: SEO Directory Submissions and Pink Ponies For Sale

SEO Lie Number Three: Guaranteed Search Engine Ranking

Here is a lie I see a lot, and I often wonder how many people actually fall for it. The SEO lie sounds like this: “We guarantee number one results in Google.” The big problems here are often twofold. First, the “top ranking” they offer is for weak search phrases which do not convert to more business. Secondly, the guarantee is worthless because it came from a liar.

If you want to know about reasonable guarantees the SEO can make, read “7 SEO Guarantees: Yes, Guaranteed SEO Can Be Legitimate!”

SEO Lie Number Four: It Will Be Cheap

Inexperienced search engine optimizers will often tell this lie: “Sure, we can get you ranked high in search engines for under $300.” This one is absurd, because if it was true, don’t you think every one of your competitors would have done it, too? This is a sign of the SEO who really does not want a long-term relationship with you, but rather prefers to just agree with you and take your $300 instead of telling you the truth.

SEO Lie Number Five: Technology vs. Marketing

One of the worst lies is when the SEO will lead you to believe that SEO is mostly about a bunch of high-tech stuff that you would not understand. Yes, there are a lot of technical and mathematical aspects to SEO, but that is far from the whole truth. The truth is that if you give people what they are looking for, you will be found. Delivering something awesome is what really matters. You must stop trying to sell jumbo jets to jelly bean customers. Good SEO requires good marketing, and not just good technology.

SEO Lie Number Six: The SEO Doesn’t Rank

Any SEO who does not have a highly ranked website of their very own is almost surely lying. There is no good excuse that a qualified SEO can provide that their own website is not ranked highly and receives a substantial amount of traffic. I have heard them try to lie their way around this and say, “Oh, but we have a whole bunch of websites, and our traffic does not all just come from one or two websites.” My question is this: With all of those websites, why are none of them ranking in search engines? The answer is that they actually do not know how to do the job without being penalized in search engines. Count on it!

There are some reliable ways to know the difference between a good SEO and a bad SEO. Their website is a big indicator. I suggest reading this article: “Good SEO vs. Bad SEO: How to Tell the Difference”

SEO Lie Number Seven: Cold Calling / Emailing SEO

If the SEO is cold calling you on the phone or emailing you offers to provide you with top listings. Doesn’t it make sense that if the SEO was good at what they do, they would catch your eye in the same way they propose to help people find you? I do not mean to knock every SEO who ever called a prospect for business, but if they are doing their job well, plenty of people are finding them every day. I wrote more about this in the article titled “Find Good SEO: Why Good SEO Don’t Seek Your Business”

For your enjoyment, I have included a video to better understand the SEO liar.

What do you think? Have you heard any interesting lies from search engine optimizers / Internet marketers?

ROI of SEO is Confusing

I share a lot of information about marketing topics and SEO (search engine optimization), but I realize that many people still wonder if SEO is real or just make believe. I have a pretty good idea of why this is the case, and I will share that with you. It is usually due to a history of low return on investment (ROI) for their SEO efforts, or a fear of low ROI for future SEO efforts. This pretty well covers it in basic terms.

Let’s face it, if you knew that you could hand a dollar to the search engine optimizer and they would hand you three dollars back, you would go to great lengths to get your hands on more dollars … to hand over to the SEO. So, what in this world would ever hold you back from that? I will venture an experienced guess. It is mostly a concern of whether you can actually see a return on investment, right? You want to know there is profit in the future, before you spend money on something you may or may not fully understand.

A big step to achieving this good math I speak of is to use mathematical logic in your marketing and stop fussing about low budgets, drained bank accounts, or anything else outside of these more important numbers of how to grow your profit. You see, this math will be lost on deaf ears unless you can overcome your own obstacles surrounding effective marketing. If it is mathematically sound, and a better answer for your business, it is your job to do what it takes to achieve better results.

The first thing to understand will be the potential value of SEO to your business, and then realize that SEO is extremely measurable. Thus it carries a very low risk when it is done well, and done completely.

How Much Potential Business is There For You Online?

If you are not yet aware of your market potential, we must get past this part. Do you have something worth marketing? I wrote an article on this not so long ago titled “Things You Cannot Sell Online“, but the list is pretty small. My wife even sells wedding cakes online … and lots of them! She does not take the orders online, but because of her online presence, she is busy enough to turn away customers every day.

If you are not clear on how much business is available to you, try using a tool like SpyFu, WordTracker, or Google’s keyword tool to find out how many people are searching for what you offer. Once you have some idea of the potential, which is likely more than you would expect, and even more than you will discover in just a few minutes of effort, it is time to turn it into an increase in your business.

Turning Market Potential Into Real SEO Numbers

Using basic figures, let’s consider this: If your average customer is worth an extra $50 to your business and you know that one in every 1,000 exposures to your business will bring you a new customer, you can see how 100,000 exposures to your business will be worth $5,000. This is easy so far, right?

Now, what if you could relatively easily raise some of these numbers? Which will you raise first? Maybe a better marketing message could reduce that one in 1,000 exposures to one in 700 that becomes a customer. That same number of visitors would be worth over $7,100.

What if there was an even easier way to improve your ROI? What if you had better market segmentation and a more targeted audience searching for exactly what you offer? Then, it may mean you earn a customer’s business once in every 500, 250 or even fewer exposures. That could add up pretty big.

Now, let’s consider increasing volume. What if you could realistically multiply your traffic just by moving up one or two positions in search results? Do you think that is impossible, improbable, or just doesn’t happen to people like you? Well, let me comfort you a bit by saying that it is clearly definable in the math, and it is quite achievable, too. Somebody will be there at the top of every search, and it is not just by luck.

It is true that where you are listed in search engine results for any given user’s search will have a huge impact on your reach and your ROI. Just how much does your search engine position relate to exposure to your brand? Allow me to explain it with math.

Using Simple Math to Improve SEO ROI

Let’s consider some very reliable numbers to help you increase your SEO return on investment. These are not sketchy make-believe numbers. These are numbers which are widely accepted and observed across the industry.

• First, second, and third positions returned for a search receive over 50 percent of users’ clicks.
• First page search positions receive over 90 percent of users’ clicks.

Now think about this: It means that if you are in the top three search results, you can expect that over half of the people visiting a website when performing the particular search will land on your website. On the other hand, if you are on the second page, you can expect a website visit from only a minuscule number of people searching for the given term. The way the math works out, if you are number seven and there are 10,000 monthly clicks to websites from searches for a given phrase, you can expect 2-3 percent of the search users to visit your website on average. That means 200-300 visitors for that search phrase each month, whereas the top of the list can expect over 5,000 by being just six spots above you. Now try plugging that math into the examples I gave earlier about value per customer, reaching a better audience, and the potential profit.

It really is true that you can have many times the number of people looking at your website and checking out your offerings, simply by moving your search engine rank upward. Sometimes, it is just a small move that keeps you away from success, but do you know which terms you are almost successful with? I hope this is some pretty serious thought for you, because you may actually be on the edge of success, but you do not know it or know what to do with it.

If you are concerned about the ROI of search engine optimization, the first place to look should be whether you are almost there already, but only doing it part-way and ending up somewhere down the list. If you budget and plan for top 20 ranking instead of top three ranking, you will often waste money and risk wanting to slash your wrists sometime down the road. On the other hand, if you plan and budget for top three ranking, you will shoot coffee from your nose while laughing on the morning you walk into your office and see all the new business coming in.

Reducing the Competition Can Raise Your ROI

Another place to look for better SEO ROI is in the pieces your competition left behind. If you are only focused on highly competitive keyword phrases but only making it to the second or third page of search engine results, you are likely thumbing your nose at a lot of money. Two reliable solutions are to do more of what it takes to reach the top, and also refocus some of your effort toward lateral keywords which are more achievable and can be snatched up by the thousands. Yes, by the thousands!

For example, searches for terms like “lateral keywords“, “SEO meta tags“, or “how to sell SEO” (which, by the way, has a lot to do with being able to do it well) will show my articles in the top of search engine results. Although these items receive a lower volume of searches than other keyword phrases, they are valuable because there are thousands of phrases like these where users find my websites … and your websites, if you choose to embrace your lateral keywords.

Less competitive lateral search terms are often very specific to the users’ search, which means they are more precisely getting what they want. It is a winning solution which can often dramatically increase the ROI of SEO. Oh, and I want to repeat that there are thousands of these potential search terms just ready for you to sweep in and rank at the top.

ROI Requires Investment

Yes, return on investment requires investment. Are you surprised?

I see it every day how a potential client will flinch at the cost of good SEO. In fact, depending on how serious they are about increasing their business, I am lucky that some of them don’t stroke out and lie dead before me. I would really hate to administer CPR to somebody before the check is written, but I have come close a few times. So to minimize the risk, I try to have some good numbers to explain the process and benefits of SEO done well.

If you do not have an investment, you surely cannot expect a return on investment (ROI). This is pretty simple to understand. I realize how scary an investment can be. It is especially scary when it is something that you do not fully understand. I hope this has given you some thought on how you approach your search engine optimization efforts and how to increase the ROI with some very basic math.

Now after all this math, can you believe there are actually trained and experienced SEO for hire who can do all this for you and minimize your loss of ROI? It is a crazy thought for some, but you want to increase your SEO ROI, and I am sure you will try to use this information wisely.

Here is another article you may appreciate that discusses marketing cost. See Marketing Cost vs. Marketing Value and be sure to leave your comments.

*Photo Credit to Acid Wash Photography via Flickr

Marketing With Vilfredo Pareto

Wouldn’t it be great if all of your marketing efforts worked just exactly as planned? Just imagine how great it would be if every piece of marketing material that you put on the Internet or elsewhere was a smash hit. That would be amazing! You could cut your expenses, earn squillions of dollars, enjoy more leisure, and retire early.

Now rub your eyes, grab another cup of coffee, stop daydreaming, and get to work. This is the real world, and we welcome you to come back and join us.

Nobody is brilliant 100 percent of the time. Some people come closer than others, but none of us walk on moonbeams while tending to our herd of unicorns. It is just not going to happen, but that should not discourage you from trying.

What is more important than creating 100 percent brilliance is to keep trying and testing new things. Even the least glamorous of your marketing efforts can have some level of success. This is more important to remember on the Internet than any other place. If you are holding back your efforts because it doesn’t peg your spectacular-ometer, you will miss out on a lot of what makes your brand what it is. Like any brand, your brand is made up of people … people and their opinions. These people are not all the same, and even some of your bottom percentile marketing efforts will be appealing to some of them.

Marketing with Juran’s Pareto Principle

A historic man named Joseph Juran observed that approximately 80 percent of effects come from 20 percent of causes. Many people know this as the 80 / 20 rule, and if you consider it carefully, you will likely find it to be both fascinating and virtually unbreakable. If you are unfamiliar, I strongly urge you to read the astonishing findings of Juran and the economist he named his studies for, Vilfredo Pareto. You may read more about The Pareto Principle and related Pareto Distribution at Wikipedia. Note that The Pareto Principle is not guesswork. It is a diligently researched, mathematically defined, widely documented, and well accepted socioeconomic principle.

Some ways the Pareto principle of 80 / 20 may be observed in your Internet marketing are as follows:

• 20 percent of your website pages receive 80 percent of web traffic.
• 20 percent of your marketing receives 80 percent of social media sharing.
• 20 percent of your blog articles receive 80 percent of reader comments.
• 20 percent of your marketing efforts can be tracked to 80 percent of your sales.

It is important to remember that if you reduce the 80 percent, you will also proportionally reduce the successful 20 percent. Do not neglect or devalue your 80 percentile efforts, because it has a purpose, too. Consider this: Have you ever received a compliment for something that you didn’t consider your best effort? I have, and sometimes for things that were not very popular or amazing to the masses, but were just right for somebody. I offer you this example that started with a home video of a little girl named Madeline from a few years back. I saw a message in it, so I put it on YouTube, Twitter, and Facebook. It did not have amazing results, but a few people thought it was cute. Those few people were worth it, and the video brought me just a bit closer to my next great 20 percentile effort. Plus, it is another tiny piece of branding that makes up the whole mix. Is it brilliant? Perhaps it is not brilliant, but do I think is it valuable? Yes, without a doubt.

Do Not Neglect Your 80 Percent Marketing

It is certain that you cannot achieve 100 percent brilliance, but even that 80 percent that is just “pretty good” may be what somebody was looking for. If you keep it to yourself, you will miss many opportunities for exposing your work to that smaller percentile of people who will think it is brilliant.

Nothing is an out of the box success. Any product or service offering will require a lot of effort to become successful. If you look at the 80 percent of less-than-brilliant efforts as simply wasted, it will not mean that the 20 percent left is all perfect. It will just mean that you still have only 20 percent of that 20 percent that is the most effective, but there will still be 80 percent that is less effective.

When you consider your marketing, remember that it cannot all be your best. There will always be a portion of your marketing which is more successful than the rest. If you try to reduce it down to just the things which are “perfect”, you will reduce your reach of a message that will work just great for some people.

So where does this article rank among my marketing efforts? I do not expect it to be a top 20 percentile piece of work. That does not matter to me as much as the fact that I am still trying, and getting even closer to my next 20-percenter all the time.

Remember This: Marketing talent requires practice.

Meet Cousin Eddie from Kansas

I am a big proponent of blogging. In fact, if you just google “reasons to blog”, you can see that I am practically a poster child for the benefits of blogging. If you need encouragement, I suggest giving my list of “10 Really Good Reasons to Blog” a thorough read. If you need blogging tools, I would recommend “6 Essential Blogging Tools for Bloggers and Non-Bloggers“.

Let’s face it, great blogging is hard work. I have actually considered making a video of my steps to produce a blog article, but then I want to break my own fingers just to avoid the temptation of all the video editing on top of the other efforts.

What does it take to produce a blog article? Here is a one-sentence rundown for you: I get a bright idea, then I research, write, print, proofread, edit, print, give it to an editor, edit again, find a graphic, edit the graphic, categorize it, tag it, keyword it, write a description, produce an excerpt, record a podcast, upload podcast, title and tag the podcast, review the podcast, preview the article, edit it, preview it again, publish it, tweet it, facebook it, linkedin it, stumble it, reddit it, ping it, diigo it, mixx it, delicious it, then watch my web stats and keep my fingers crossed while hoping that some people will digg it, stumble it, facebook it, tweet it, and etecetera.

Somewhere in blogging, there must be an earthly reward. This is not the extent of what it takes to produce and promote a good article, by any means, but I was running out of breath trying to fit it into just one huge run-on sentence. There is a whole lot more to it than just that one breath. Through all of this effort, I hope that readers will appreciate it just a fraction of how sincerely I was trying to benefit them. If I benefit them enough with useful topics, they may help pass my blog along to somebody interested and in need of my marketing services, so that I can keep blogging without my kids getting too skinny.

Fun and Simplicity of Blogging

I already pointed out that I am an advocate of blogging. It it true that blogging holds many great rewards, but blogging is not an easy task for most of us. Some people will promote how fun and simple it is to produce a blog, but then I once heard a woman say something similar about having a baby, too. Yes, blogging can be very worthwhile, but there is also a pregnancy and labor side of blogging. Good blogs come from things like pixie dust and unicorns, but great blogs come from mind-numbing levels of creative effort. This is especially true if they are business blogs, which require a high level of marketing talent.

Knowing that it requires a lot of work to produce a useful blog, it would be a horrible shame to create and promote all that great work and not at least receive a few comments from readers, more subscribers, additional business, or something to justify all the effort and keep you wanting to continue giving your works to this amazing Internet resource we all build together.

Why Do I Make So Much Effort to Blog

Yes, here comes the reason I work hard to serve you. I will break it down really simple to tell you why I work hard to provide benefit to my readers. It is not as despicable as you may have thought.

If you are a subscriber to my blog, you have seen my crafty works to help get your thoughts racing about SEO and social media marketing. You may wonder why I work so hard to help people with marketing tips and ideas. I do not sell advertising here on my blog, so how can this possibly be worthwhile to me? I do not even promote my own company. Actually, the opposite is true, and my company promotes my blog.

What the following description of my efforts should drive home for you is the very most essential piece of the combined art and science of online marketing. Here it is: The most important thing about my blog is to serve people with something useful and compelling. The short version that I often tell people is “be useful!”

Yes, there you have it. The emphasis of my effort is to be useful and compelling. The kicker is this: When I am useful and compelling, people will share my work with others. If they share it on their blogs and social networks, my search engine ranking is improved, my readership is improved, and far beyond any big ego boost you may suspect, I actually stand a greater chance of having a paying customer ask me to help to do the same for them. Now that does not sound so much like the kitten-killer you may have made me out to be, does it? I did not even con you into buying something you do not need. That is refreshing in this day and age, don’t you think?

Have I Helped You?

I want to ask that in consideration for my efforts for you to pass along my work. If you are a do-it-yourself’er, please pass this along to people who may hire out my marketing services. If you are a marketing person and you do not have a conflict of interest, please spread this to others in our field. If you are a marketer seeking a client, just like me, I want to ask you to reach out to me so we can share ideas. Maybe I can guest blog for you and help promote you to your best audience.

In any case, if you find it useful, I want to ask you to subscribe to my blog and share your comments with others here. Also, please do not be too ashamed to pass along what I offer to others on your Twitter, Facebook, LinkedIn, Digg, or other social networks. I am not your embarrassing Cousin Eddie. Helping me to share my work with people who can benefit is nothing to be ashamed of. I may be just “a web guy” to you, but I may provide a lot of benefit to somebody you know.

I promise that, although I am from Kansas, I will not behave like the famous Cousin Eddie from Kansas depicted in this video.

Jumbo Jet Marketing: Jelly Bean Failure

I am not going to call everybody a liar. No, I am not going to do that. What I will say is that during the purchase process, there are often things which are not exactly as they seem. This begins in the very earliest steps to a purchase, and it is the marketer’s job to overcome those smokescreens. We do this in many ways, including fact-finding about our market to better understand the ideal customer and how to meet their objectives. We perform careful propensity modeling to determine exactly who to target. Then we create a strong call-to-action to entice customers to take action now, before they can dream up another lie to help excuse themselves from committing to the purchase.

It should not be surprising that much of this process is made far more difficult by trying to market to the wrong people. A lot of marketing efforts miss the target miserably by skipping the research and trying to sell to people who are only marginally interested in the offering.

The purchase of anything from jelly beans to jumbo jets has two sides; one side who wants the sale, and the other side who wants the sale. They ultimately both want the sale! Marketers often neglect this, and place themselves in a very defensive role as if the customer holds all the cards. Something important to remember is that the customer also wants what the seller has to offer, often much more than they will let on. After all, they are ready to trade their money for it. You just have to suit their objectives and help them to buy on their terms. The best way to do this begins long before you ever even encounter the customer. The best answer is to know who the buyer is, and to know their terms.

Stop Marketing Jumbo Jets to Jelly Bean Customers

I have taught many people how to market and sell things, both online and offline. I have been in the marketing field for over 20 years, and I have seen a lot in that time. I have seen about every smokescreen that a customer can hide behind. There is a common saying that “buyers are liars”. It sounds ugly, but it really just means that until you uncover the customer’s real objectives, they will often be less than forthright about their purchase decision making. It may sound like a “lie”, but it is actually just to cover up deeper objectives, and a prospective customer’s attempt to feel secure while getting what they want. You see, if they tell you the whole truth, then you have too much power (in their mind), and they become “vulnerable”. The common fear is that if they open themselves up to your influence, they may end up coming to you asking for a bag of jelly beans and leaving with a jumbo jet. Of course, if that is the case, it really means they actually wanted a jumbo jet, but they were afraid to admit it and afraid of the sacrifice. It also means that the seller was reaching out to the wrong audience instead of discovering the people who are asking for jumbo jets. When you reach the right market, much cynicism is averted.

Marketers who understand what customers really want are the marketers who earn happy customers and become very successful. Effective marketers do the necessary discovery work to find out who the customers are and what they really want. This helps us to understand how to reach the right people, define the marketing approach, and thus improve response rates.

If a given group has a propensity to purchase jumbo jets, effective market research will uncover the facts. Market research helps to determine the most effective means to reach the target audience, and the right marketing message to implement. In my work, I find a lot of people trying to sell jumbo jets to jelly bean customers, simply because they never took the initiative to understand who the customer really is and what the customer wants and needs.

Wasteful Marketing Efforts

Many people will take the approach of simply seeking more audience. We all want more audience, but as a sole effort, that can lead to a whole lot of waste. Marketing duck hunting to vegetarians may reach a lot of people, but it will not produce desired results.

Other people will focus too much on a stronger call to action. A strong call to action is good, but again, this alone often leads to more waste. Offering a huge discount on lipstick will probably not bring the greatest results at a gun show.

Another huge waste I see in many marketing efforts is to assume that markets are less defined online than that of vegetarians and gun shows. The fact is that marketing online provides much greater definition to market segmentation. I encounter many people who think of the Internet as a place to market to the whole world, but take little or no care to define their market and understand the best ways to reach the right segments.

These are extreme accounts of wasteful marketing, but I see much more subtle mistakes being made every day. A better option is to know who to reach and what they want. Put yourself in their shoes and research your industry from their standpoint. This is not easy, and it is not natural for most business people. It is also why there are people who specialize in the field of marketing.

Wasteful marketing efforts will cause you to constantly be at odds with the prospective customer and they will seldom come over to your side to see the benefits of doing business with you.

How Do You Bring the Customer to Your Side?

The first step to winning customers is to know your market and why they want what you have. If you can realize the objectives of your market, you can bring the customers to your side so they can see it from both perspectives. Then they can see your vision of how your product or service will benefit them. If they want a jumbo jet, you will be the one who sells it to them.

Market research and gaining an understanding of the customer is a huge missing piece in many marketing campaigns. I have been shocked countless times to find that for many companies, market research is a confusing task that just seems like wasted effort. You can believe me or not, but it is the most important piece of all. Market research allows you to know what people want and what they will respond to. It is what tells you who to reach and the message to reach them with. Without proper market research, you may as well advertise jumbo jets for sale in your local candy store. If you keep trying to sell jumbo jets to jelly bean shoppers, you will waste a lot of time and expense.

Take your market research seriously.

Unless I am mistaken, you want to know how to earn more business by having more effective marketing reach. That is what I sell. You did not come here for jelly beans.

Statistical Time Zapper

Do you check your statistics to see if your web traffic has moved up since you checked it an hour ago? Do you ever feel just a tinge of obsession over your Google Analytics or Clicky statistics? Do you wait impatiently for the next update of your score on Alexa, Compete, or Quantcast? Do you get frustrated when your PostRank score is a day behind and you just have to know if they actually picked up on all of your hard work?

Stop it! Just stop it!

I know how easy it is to feel better when you go and see how (or if) people are interacting with your website or your social media profiles. It is actually very important information to know. Knowing your statistics, and understanding what they mean is extremely valuable for effective online marketing. The problem arises when it is taken to a level where productivity is lost.

Don’t take this wrong. I am not berating you, because I know how easy the trap can be. Allow me to jest. I am one of those guys who is drawn to statistics like a moth to a bug-zapper. I will probably know if you click this link before you can even pick up the phone to call me and ask how I can help you to grow your business. It is one of my important calls to action for people to visit my “For Hire” page to find out more about me, or my contact page to reach me about better marketing. When I see those things, it means somebody is interested in my services. Well, sometimes it means that. If they click on my link for “What Others Say About Mark” it must mean that they are going to spend a ton of money, and I can take a few more minutes to check out my stats on other sites, because I have already practically got their money in the bank. You know, because people are clicking all the right stuff, and I had a four percent increase over an hour ago in the stuff I wanted clicked. Now I am freed up to do more statistics-surfing. Maybe somebody retweeted me, maybe they bookmarked me somewhere, or maybe I have more FeedBurner subscribers. If I check these things, maybe I will feel better, like Oprah Winfrey with a double-scoop ice cream cone.

A Better Waste of Time

The Internet is such a fascinating place. It amazes me what kind of things you can find. Perhaps a better waste of time for those moments when you want to go and check those stats again would be to watch this nine minute video of some guys frying bugs in a bug zapper.

On the other end of the spectrum, if you are not checking your website statistics to know what your readers want and how they are interacting with your material, you should be. Just don’t be too obsessed with it.

Elvis Blogs Here

The Internet has changed. Wait, scratch that … the world has changed, and the people of the world are fully engrossed in “The Information Age”. Maybe it is even beyond that, and perhaps we can now effectively call this “The Static Age” because of the massive level of static we must sort through to hear or be heard. Right now, today, there are likely 42 squillion people writing about your industry on a daily basis, and unless you are the reincarnation of Elvis Presley, you will have a hard time capturing their interest.

It is time to take a closer look at an important metric of your website traffic. Who is coming to visit, and will they return? Did you do something that knocked their socks off? Did you have something to say that totally blew them away enough to subscribe and come back? Allow me to explain why this matters, and what you can do about it.

Good Bloggers Know and Care About Readership Churn

The number of bloggers in 2010 has shot the moon. If you don’t believe me, that is fine. I should not need to prove this with numbers, because you surely already know it. You probably already saw another blog (or three) in the last 1 minute and 22 seconds. The blast of information is fast, furious, and growing like a flu pandemic. Some of it is great information, but most of it will interest you as much as a knitting class interests a race car driver.

Much of the massive blast of information simply does not apply to your life. Even if it is reliably useful information, I think we can agree that a lot of what we see on the Internet is filed away in the “time wasted” category and we will not be going back to read more.

So what about you? Will you find yourself filed away in the bottom of your readers’ Internet history? If you want to avoid this, you must get a couple things straight right now. In my short list, I will include that you must be useful, pay attention to your readers, give them a great reason to come back, and do not disappoint them when and if they do.

There is Still Hope for Bloggers!

I have written about good reasons to blog. The reasons I have listed have been implemented and trusted by many readers. I write things to help people, and I do not take them for granted. Even with all my efforts to be useful, it would be astonishingly simple for people to forget where they got that useful idea (whatever the idea). I know this, because I forgot where I have found some great ideas, too. I am telling you … there is a massive wave of information, and even the best of us cannot keep it all filed away perfectly. So it is extremely important to help people remember you. If you are in business, it is important to help people remember why to come back to you when they want more, or they know somebody who does. How can you do that?

If you are blogging to advertise your goods or services, you will have a hard time getting people to pay attention. Something far more important is to give them something they care about. Give them something useful. Since you cannot do something amazing every day (nobody can), you should give them a picture of other things you write about. Give them an archive. If they think that you may be just a little bit interesting, let them see if there is more where that came from. I will blog about how to create various kinds of blog archives soon, but for now, just be aware of the idea and that it can help others see more value in what you provide.

If They Want More, Make it Easy and Non-Threatening

The next thing to do is be sure that if people see a value in what you provide that they can subscribe to receive more of it. You do not have to beat them over the head with it, but you cannot expect them to go out of their way to give you their attention, either. It is not a promise that you will be amazing. It is not a promise that they will ever do business with you, either. It simply means that they will have more opportunity to see what you are about, and if they eventually need what you offer or know somebody who does, they will remember you. Timing is a big issue in business, and most of the time, people do not need or want what you sell at the moment they discover you. Things can change, and if they are at least aware of you, you will have a lot stronger chance of getting the call when they need you.

Give them an easy way to subscribe. Google’s FeedBurner is easy and non-threatening because people will never need to worry about you spamming them. If they subscribe by email, it is safe because they are not giving it to you. I never worry about subscribing to a FeedBurner feed, because I know my email is not going anywhere but Google, and Google already has my email. They don’t spam me. As for RSS subscribers, like email, they choose whether to subscribe and they will not need to worry about you having their email address, and the only way you can really “spam” them is by putting it on your blog for the world to see.

To summarize this, it is important to remember the value of repetition in marketing, and that if you want people to receive your message over and over again, you need to do something useful that benefits them. You have to give them a great reason to receive your repetition. Then, you must let them know that you want to be in their list of considerations when it is the right time for them.

No, this is not a precise tutorial on how to get things just right. It is a message on how to think about your marketplace and why people will want to hear from you again. Just like any business endeavor, when you reach the same people again and again, it is a whole lot easier than trying to continually find new people. This is true whether you are giving something away for free, or offering something for sale.

Now I ask that if you have an interest in what I said here that you subscribe to receive more, because I truly do not want to have to replace you.

Another Blogging Tool for Your Toolbox

Sociable is really cool, but the “Tweet This” button really left me with a need for more. By default, it did not shorten the URL, add a title, or include the “RT @murnahan” that I wanted. So, I thought it would be cool to add a TweetMeme button within my Sociable links rather than to have the extra bulk of both of them at the end of each of my articles. Including TweetMeme and Sociable together just made it look a bit nicer and it keeps all of those sharing links right there together in one place. Now it looks like the image below (see the bottom of this blog article for the real thing):

TweetMeme Button Within Sociable

Here is How to Add TweetMeme to Sociable

For this demonstration, I have used both the TweetMeme WordPress plugin as well as the Sociable WordPress plugin.

In your WordPress panel, go to “Plugins” where you will see a list of your active plugins. Find your “Sociable” plugin and click “edit”.

Don’t be intimidated if you are not a programmer. You are just looking for a little piece of code that looks like the image below. Simply search within the page for “sociable_tagline” and you should find it easily.

The part you will be working with is actually the very end of this, right after the closing “div” and immediately before the double quote (”) followed by a semicolon (;). This is the spot where you will add the snippet below to include your TweetMeme button. It will need to be formatted a tiny bit differently than you would use in other places. Below is a snippet for you to edit as necessary.

<div class=\"tweetmeme_button\" style=\"float: left;\"><iframe src=\"http://api.tweetmeme.com/button.js?url=$permalink&style=compact\" height=\"20\" width=\"85\" frameborder=\"0\" scrolling=\"no\"></iframe></div> <p>

The code above will work, but you will probably not want to stop there. You may want to add things such as your Twitter username to retweet, which you may add by putting “&source=yourusername” right after the word “permalink”. If you want to add information such as a Bit.ly API key, that is easy, too. If so, just add it in the way you normally would, according to TweetMeme documentation, but be sure that you have a “\” slash before any double quotes (this is easy to overlook).

Of course, there may be slight variations in different versions of WordPress and Sociable, and if so, feel free to include your experience in the comments here. As with all programming, you work at your own risk and I will not be held responsible if you blow something up.

I welcome your comments.

Avoid Procrastination Tax

I made a follow-up call to a man about his marketing needs. He previously asked me to follow up, and so I did just that. Within about a minute of my call, he said “Well, this is a really busy time of year for us” and started with more excuse-crafting. I interrupted him to say “Hey Bill, I am not calling to waste your time” and quickly ended the call. What I really meant was that I was not calling to waste my time, and I think he got the point.

Bill is a man who knows very well why his company is bleeding money. He knows that he needs better marketing. That is why we have been talking. He expresses good intentions, but he always has an excuse. Is being busy a good reason to put off better marketing? Is money a good reason to put off better marketing? Is there really ever a good reason to put off something that will improve your business?

Let us consider where money comes from in most businesses. It comes from doing more business, and that means more customers. More customers comes from marketing. Is this really such a mystery?

“Procrastination Tax” is the Extra Cost of Waiting

People have been frustrated by taxes for centuries. They vote, they write their government leaders, and they even overthrow their government, but mostly they complain. They complain a lot! I hear people every day complain about the economy, and how everything is swirling down a big toilet bowl. I am not completely excluding myself. I don’t like it any more than the rest of you. The difference I make is that I realize one of the biggest “taxes” I pay is “procrastination tax”.

For somebody like Bill who makes excuses, the additional cost caused by procrastination is high. He said that this is a busy time of year. It is the time when his business seems to be getting better. It only lasts for a short time, and then things will be slow again. Bill knows this, because he has been in his business and waiting for the next busy season for decades. Wouldn’t it make sense to maximize that seasonal opportunity, since it only comes once in a while? By procrastinating, Bill has effectively put off his best chance to turn his business around and stop losing more money until another year. Yes, another whole year before he will have another opportunity like he faces right now. Another year with mediocre results … and that is if all goes well. Another year to worry about whether he socked away enough to make it through the next slow period. Another year that he could have done more business and grown his company and had an even better year, next year.

I wonder how many years Bill can waste procrastinating before he realizes that action today is worth a lot more than action tomorrow. For some industries there is a year between each big rush, and for others it is a much shorter time. In any case, the tendency to wait for just the right time can have damning results to a company. I wonder how Bill will feel when he looks back a year from now and wishes he had set a better plan in motion. Oh yes, and next year will come … faster than ever.

Bill will always be waiting for something. While he waits for the perfect time, his procrastination tax is growing each day.

This reminds me of something my mother told me many years ago. She said “If you wait until you are ready to have children, you will never be a father.” I have three kids now.

Related Article: Push Your Marketing “Go” Button

This SEO / CEO Has Opinions

Many companies will face the question of whether to outsource SEO (search engine optimization) or to hire in-house SEO professionals to improve, manage, and monitor search engine optimization and other Internet marketing efforts. Of course, some companies will overlook the need for search engine optimization, branding, and online reputation management altogether, but don’t worry about them. They will not likely steal away any of your market share, so whichever of these options works best for your company, it is better than overlooking the question.

I have witnessed many arguments on each side of this topic, but most do not give fair and unbiased consideration to each viewpoint. I intend for this to be useful to companies seeking to hire SEO services, freelance and agency search engine optimizers, and in-house SEO who may not be getting what they are worth. My goal is to remain as objective as possible and to discuss something of a potential trend in the online marketing industry.

First Consideration: Who Needs SEO, and How Much?

I want to address one very important consideration right upfront, and that is the question of “who needs search engine optimization?” I do not want to carry on with this part too long, because it should be obvious, and otherwise you would probably not be reading this. There is scarcely a company in existence that will not benefit from proper search engine optimization and Internet marketing. The benefits are measurable, and the factual data proves the importance. A challenging part of the question is in how the SEO efforts you put forth will most greatly increase the bottom line of your company. You would probably not pay a sales representative more money than they return for the company, and SEO is not so different in this respect. You should expect more profit.

In an unbiased fashion, I want to make it really clear that success mostly depends on the skill level implemented and dedication to the campaign. Even very small companies can benefit from either a full-time in-house SEO (search engine optimizer) or outsourced SEO if it is a skilled effort with the company’s interests at task. Believe me or don’t, but the real numbers bear it out that a well executed long-term online marketing campaign has the potential to make nearly any size or type of company very successful. The list of case studies and stories of success is longer than you will ever be able to read, because the list grows each day. I have witnessed it in my own corporation, and we turned a tiny company into a phenomenal multi-million dollar industry success. Proper online marketing should not be viewed as wasted cost, but rather as an investment. It is a very important investment which should not be taken lightly, because the list of failures grows even faster than the list of successes.

Why This SEO View is Unbiased

I have a sincere cause to pose questions about outsourcing SEO vs. hiring in-house SEO and base it on minimal bias. First, I will explain why my comparison is unbiased, and I hope you can see that it is provided for maximum value and not serving the agenda of one side over the other.

I have been a company president and/or CEO for a long time (over 20 years), and not just a CEO. For over a decade, I have been the CEO of a successful Internet company which offers SEO services. I look at this from the perspective of a corporate executive who seeks SEO talent, and also as somebody who has regularly been approached by “headhunters” seeking to bring me into their in-house staff. I was approached recently, and it was enticing enough to really make me consider the two sides of this topic and try to weigh them carefully.

I want to address the topic of hiring internal SEO versus outsourcing freelance or agency SEO consultants in a way that is as cost-aware and benefit-aware as I can determine from my viewpoint. I would also appreciate any input you may provide on the topic, because although I may wish to know everything, I still need people to help me prove it.

I will focus on eight segments plus a summary, and address the company needs and the employee or outsourced search engine optimizer (SEO) independently because I want to make a purposeful case for each. This format should help me to make these high-level pros and cons of each option as unbiased as possible. I will not touch on every point, because this could get very long, but I will address some of the top advantages and disadvantages. My arguments for and against outsourced SEO or in-house SEO will be categorized as follows:

• Outsource SEO: Advantage to Company
• Outsource SEO: Disadvantage to Company
• In-House SEO: Advantage to Company
• In-House SEO: Disadvantage to Company
• Outsource SEO: Advantage to SEO
• Outsource SEO: Disadvantage to SEO
• In-House SEO: Advantage to SEO
• In-House SEO: Disadvantage to SEO
• Summary

So let’s begin to look at this from the standpoint of a company who wants to be more visible in the Internet marketplace, with a more effective message, increased profits … and to do this with the highest effectiveness and the least amount of failure.

Outsource SEO: Advantage to Company

The most advantageous aspect of outsourcing SEO is not what most people may think. It is not a way to save money, because let’s face it, the outsourced SEO has to eat just as much as an in-house SEO. The good ones eat much better. In fact, the expense to outsource comparable results is generally significantly higher than in-house SEO. I see what in-house SEO people are paid by many companies and I wonder how they can do it for more than a couple months without seeking a different field. Then I remember that the lower pay scale usually equates to experience, regardless of the level of talent. Fair or not, that is often the way it is. The underpaid SEO with significant talent should always be seeking more opportunity, because they deserve it. You cannot expect them to earn success for a company without enjoying some success of their own. It just doesn’t work that way.

The greater advantage of outsourcing is that companies can pull from a greater talent base of people who are more highly specialized in the field of marketing and SEO. They are often people who were previously in-house SEO and developed enough talent to fire their boss and go freelance or with an agency. With greater specialization, experience, and overall industry skill, it should be no surprise that the cost is higher (although it actually is a surprise to some). More skill equals more cost … just like it should be. When hunting success, it is best to seek success where it lives. If the SEO has a success record, they are not likely to put themselves in the pool of eligible employees to work for small earnings and punch a time clock. The real benefit here is in the selection, and being able to purchase talent that a company cannot otherwise afford. They may even be able to afford it, but they lack the means to justify SEO to other decision makers.

Another advantage to companies by outsourcing is the typically obvious concerns surrounding human resources issues (payroll, benefits, liability, and etcetera). However, it is quite clear from everything I have read and witnessed that those considerations, especially where they relate to a scale of cost for talent still leave the company with a higher expenditure for outsourcing SEO … but also a higher return on their investment.

Outsource SEO: Disadvantage to Company

Aside from the common disadvantage of budgetary concerns and how very hard it is to free up necessary marketing capital, the company has less perceived control. Much is perception rather than reality, but there is some basis to this. For a marketing director or business owner with a need for immediate action and accountability, an in-house SEO is an easier neck to strangle when something is urgent or if goals are falling short. Most outsourced SEO, if vetted properly and found to be reputable, will care very much to serve their clients. However, they also have their own company interests to address. In instances where resources are pooled and the top-level resources are shifted to another project or otherwise short-handed, a client may not have the level of immediate recourse they like, as they may have with an employee. This often comes down to the level of client you have placed yourself as, and if another client is more profitable and needs urgent attention, it should be no surprise how business decisions are made.

In-House SEO: Advantage to Company

I have not been an employee in decades. I have always been the employer, so I can see the advantages of outsourcing SEO from the company standpoint. A commonly perceived advantage to the company focuses on greater control over the SEO and their marketing message.

This is generally more a myth than reality, but many companies will see an employment contract as more enforceable than an independent contractor agreement. The greater control is not in the enforceability but rather the requirements. If somebody is your employee, you can require them to be in a specific place at a specific time. This can make it easier for some companies to feel relatively secure that their SEO is working a specific amount of hours per day, and help to assure that they are working hard on the company’s projects. To my notion, the most valued benefit of in-house SEO to the company is far more human in nature, and it includes pride in a job done well.

The greatest benefit of in-house SEO to a company will really rely on a much more human aspect of business. If employees are happy with their job and they have a passion for making the company successful, many other obstacles are averted. When they can share in a feeling of pride, their effectiveness is likely to reflect that pride. I saw this most profoundly when I was recently contacted to meet with a company in Chicago. I felt a real connection with the company objectives and I can say for certain that I would accept a much smaller contract with that company than I would accept from other companies which have reached out to me. This is not to say that I would work for any company without dramatically stretching out their SEO budget. What I can say is that the right company could offer me $100,000 lower salary than the wrong one and still capture much more of my interest. I know, some people will think it is crazy that I would take $100,000 less to do something I love and work with people I enjoy. This is far less than the huge number of prospective clients I turn away each year because I would rather choke them than make them successful. Oh yes, SEO with a heart and soul … that must seem silly, right? Having a passion for something always makes a difference in success. Overlooking or doubting this fact is a huge mistake! If you doubt it, read this article: “Where Does Marketing Talent Come From and What is the Cost?”

In-House SEO: Disadvantage to Company

The biggest disadvantage that I can see to a company with in-house SEO is if the well eventually runs dry. Creativity can diminish over time if the in-house SEO does not discover new challenges to meet. This can be assisted with maintaining good relationships and keeping open communication with others in the SEO field, but it is often well-augmented by an outside consultant. For companies unwilling or unprepared to provide their SEO staff with the necessary resources, they can often find a dead-end of sorts. It is mitigated by finding the best SEO for the job, but on limited budgets, companies are frequently required to settle for what they can afford. That can mean having an in-house SEO that is a shallower well, and that well may require a refill from time to time. The tragic disadvantage to many companies is that rather than to bring in additional inspiration, they will assume that their in-house SEO has just run out of value. This is often not the case, but rather that they have just not been granted enough resource. Hiring replacement talent is a tragic end to this scenario, which can set a company back a lot of time and money. I guess the disadvantage here is how to properly discover and provide the degree of trust and artistic freedom which will benefit their SEO staff and the company at the optimal level.

Outsource SEO: Advantage to SEO

This should be no surprise that the biggest gain to the outsourced SEO is financial. Although there are a lot of starving people calling themselves search engine optimizers, the big reward comes in the form of money. Most freelance SEO will have multiple business interests, and have multiple income streams. A good SEO knows how to be more visible with a better marketing message. They do not reserve this only for their clients. I like the way Rand Fishkin of SEOmoz described why good SEO is expensive as relating to the cost of the search engine optimizer’s lost opportunities elsewhere. I have said this before, and it is very true that if I spend more of my time working on clients’ projects, it means less time I am spending on my own.

Outsource SEO: Disadvantage to SEO

I described what I see as the greatest disadvantage of being an outsourced SEO in a recent article, and I think this sums it up pretty well. The article is titled “When I Go to Hell, They Will Have Me Selling SEO” and it discusses the challenges we face from people simply not understanding that there is a huge difference between good and bad SEO. When people see marketing as a commodity, it is hard to help them, even when you have factual data to make a good case.

I see a potential shift in corporate thinking about SEO as the market is flooded by bad SEO. The cream rises to the top, and the best SEO are in even higher demand. Before that happens, a lot of people are hurt by the fringe of the SEO industry bastardizing the market and causing confusion among companies in need of the service. This makes it more acceptable than ever for the higher level SEO to consider leaving the rat race and doing what they love on behalf of an employer. Battling for scraps in a market that people strongly want to believe is a commodity and can be bought cheap is not appealing to me in the least. As that trend continues, search engine optimizers who really do know their work and can achieve results have every reason to be frustrated. Good SEO can compete just fine, but there is a point when it is just not fun to explain something to people only to have them learn it the hard way by hiring a cheap SEO and then come back to repair the mess it caused them.

In-House SEO: Advantage to SEO

I think most good search engine optimizers love their work. That is what makes them good at it. An advantage to the in-house SEO which also benefits the company is that they get to do the job they love and develop a full-scale marketing effort rather than the bits and pieces that many clients will opt for. Instead of working on projects that are shaved down by clients trying to save money, the SEO can do more of the work they know works. It allows for a better focus on both long-term and short-term objectives. Any SEO should love that.

In-House SEO: Disadvantage to SEO

An obvious downside to working in-house is that companies often only budget for low-level SEO positions. Yes, the money is a big disadvantage, but there is one thing perhaps even worse. A battle for many in-house search engine optimizers is that they receive friction from multiple departments. This can happen to the outsourced SEO as well, but the in-house employee is often caught in the middle. SEO involves marketing, information technology, and other departments who often do not see eye-to-eye. Depending on the company’s receptiveness and understood importance of online marketing, it can require extreme patience.

If a company wants the best from their online marketing efforts, they must listen to the SEO and be open to good ideas. When this is not the case, the SEO may have to take on a role which is not just SEO, but also office politician. Such is the life of the underrepresented in-house SEO.

Summary of Outsourced or In-House SEO

In summary, I must say that the worst answer is to look away and ignore the importance of the role of SEO in any company. In many instances, it is most logical and effective to make use of both outsourced and in-house SEO as a united effort.

I believe that as online competition for business increases among hiring companies, the importance of the in-house SEO will cause companies to increase their budgets and bring in higher level SEO talent to achieve their goals. This will provide opportunities for independent SEO, agencies, and employment alike.

For the freelance SEO, I see a continued battle of smaller and “uninitiated” companies viewing SEO as a commodity. This is a common challenge. With more people offering ineffective services it is not likely to fade soon, but it will. Companies who want to remain competitive will see greater value for highly skilled professional SEO in both capacities.

The most pronounced trend I see coming is that high-quality SEO has an ever-increasing demand, including all areas of the field. Filtering out the good and the bad SEO has become more challenging for many companies, but when they find good marketing talent, I expect them to take it more seriously than ever.

Wibiya Interactive Web Toolbar

Wibiya is kind of a funny name, and it may not just roll off the tongue the way Twitter, Facebook, or Squidoo does. All the same, I think this is a social media service you will see in use a lot more in the future.

Website Toolbars Are Not Created Equal

I have used toolbars on various websites before, and some were pretty cool. I have even scripted my own website toolbars from scratch and made them work really nicely with social sharing links, custom URL shortener, and all of the neat stuff you can pack into the little 50-80 pixel space you would expect from a toolbar. I am kind of geeky like that. I very often choose the hard way of programming, by doing it all myself from beginning to end. That way I get the exact result I am looking for, and not include all of the extra junk that most off-the-shelf programming code will include for meeting every possible scenario on every possible type of website. As you can see at the bottom of each page on my blog, I have chosen Wibiya on this website, and for some good reasons.

Here are just a few things I like about Wibiya:

• Non-invasive and fast-loading (unlike some web toolbars).
• Wibiya is highly customizable.
• Simple site-search function located out of the way of other site elements.
• Easy photo and video gallery implementation with multiple photo sites.
• Nice RSS features.
• Users can do more and see more without leaving the site.
• Additional statistics reporting for Wibiya application usage.
• Many available applications ready for use.

Social Media Interaction and Wibiya Toolbar

Social media interaction is clearly an important part of my job. I interact with blogs (mine and many others), Facebook, Twitter, YouTube, and a big list of other social networks. There is no better way to know if my work is useful than to share it with others and hear from others to gather their opinions. That is why most bloggers love comments on their work. It means people are paying attention.

Another way to know if people are paying attention is how long they are on your website and how many pages they visit. My blog has an average time on page of over four minutes, over two pages per visit, and a bounce rate around 20-25 percent. To me, that is about as awesome as bacon (I love bacon)! So, any way that I can improve these stats would be even more awesome … like cigarette and coffee flavored bacon.

One great way I have found is to not just let people see that little piece of you, but to see a bigger picture. This goes for big corporations and individuals alike. If you have something valuable to share, you should share it in whatever way people want to receive it. That can mean meeting them where they are, on their terms, and on their preferred networks. This is something Wibiya can help to improve.

Try it out and see what I mean. There is a Wibiya toolbar on the bottom of each page on my blog. Click a few things and find out why I like it. I will also include a couple websites by friends (and my wife) who chose to use Wibiya. Check them out and see how they used it.

• Social Media Philanthropy by Jeff Gibbard
• RuhaniRabin.com
• Mad Eliza’s Cakes and Confections

If you decide you want one for yourself, you can get yours at Wibiya.com. There is a free version and multiple upgraded packages available to choose from.

Influence Marketing Counts!

How To Reach the Right People … The Influencers!

I think for a lot of people trying to reach a market, the question of how to reach the right people totally confounds them. It is actually a bit tricky and it takes some serious thought. It gets easier with training, experience, and research, but it is always a challenging part of marketing. Good marketing often means reaching the buyer themselves, but the best marketing often means reaching the people who influence the buyer. It is called influence marketing. Knowing who is an influencer and who is a buyer is an important step to knowing the right message to deliver. Getting it wrong means wasting a lot of time and money.

Car companies learned about this a long time ago. They realized that, statistically, men will be more appreciative of the 7.0L V8 engine and the 505 horsepower, while ladies will care more about the handy button to automatically move the power seat back to where she left it (before her gearhead husband got in and moved it). They segment their market and deliver a different message to reach the right person with the right message. By doing this, they are selling features to each party, but they also know that if I want that 7.0L V8 engine, I will use that silly seat button they told me about to influence my wife. Now that is how to get a car sold! Reaching the right person very often means knowing more than just them, but also who influences them, and how.

If I was selling wedding dresses, I would know that the bride is not always the only participant. There is another important point of influence. I need to reach her father with the message that his little darling will feel like the princess she wanted to be when she was five years old and that this is that moment she had planned for all those years. I need to reach the bridesmaids who will tell the bride how gorgeous that dress makes her look. I need to reach the influencers or the whole thing could be shot down and I have just another expensive dress on the rack.

For me, I consider who reads my work. Exactly who is attracted to a blog about marketing? Probably people who have a product or service to offer, right? The fact is that it is mostly people who would never in a million years consider paying me to help them build their market. This is just fine for me, because it helps me focus on being useful. If I am useful, people will come back. If I am even more useful, they will pass it along to others in their circle of influence. Because I know that most of my readers are not directly in the market to buy my services, the focus is a lot more on being helpful. Reaching the right people means reaching the influencers, and not just the buyers directly. Seriously, most CEOs and VPs are not looking for me. My job is to be sure they find me, but when the message is delivered by somebody influential to them, it is better than if I deliver it right to them. That is crazy back-door thinking, right? Not really. Just imagine the marketing assistant who says “I like this guy, boss. We should talk to him.” That influence will always go a lot further than just reaching the boss and explaining how great my offering is. The right message is that I am not the competition, but rather here to be useful. The right timing means that readers will subscribe to my blog and find me again when their timing is right.

If you want to reach the right people, you often must look far beyond the obvious target. Think about how you can better reach your market influencers. It is Monday, and it is a great way to start your week.

Are You a PECKER, Too?

Exactly what is “SEO” and why in the name of all things sensible do we still use this acronym? SEO can stand for either search engine optimization (the services) or search engine optimizer (the person), but it actually encompasses a much broader spectrum of Internet marketing services and technologies. It has morphed dramatically over the years, as marketers’ understanding and use of the Internet has changed, and as many greenhorn SEO came to flood the market. The use of “SEO” became popular enough that I suppose it sounded better to a lot of people than the term “Internet Marketer” or “Profit Engineer” and so instead of SEO being considered a sub-category of Internet marketing skills, it is often used to represent the whole of Internet marketing. It became more of a meme than an actual skill set, and due to saturation of its use, the real meaning has been muted and bastardized.

It seems to me that the SEO acronym has gone the way of the word “Webmaster”. Back in the early days, to be a Webmaster meant that you had a thorough understanding of everything from software, hardware, network infrastructure, website design, programming, security, and more. It meant that the person had a mastery-level understanding of the Web. It was an actual job title that held a meaning. Then, all of the sudden anybody with a keyboard and a mouse was using the popular Microsoft FrontPage to build a website and they were calling themselves a Webmaster. I was a Webmaster before that revolution, and it gave me a little taste of puke in my mouth when I saw that I could have become a Webmaster a whole lot faster if I just claimed it instead of actually reading and studying all those countless hours to become one.

I suppose if you want to call yourself something and you get a few people to believe it, you can be just about anything. I think I will call myself a “Profit Engineer and Competition Killer with Extraordinary Resources”. PECKER. As for the act of providing PECKER, that would be “Profit Engineering and Competition Killing with Extraordinary Resource” I think it rolls off the tongue nicely, and its meaning is better defined and understood than “SEO”. Besides, it was one of only a couple acronyms I could find that were not already taken.

Coming soon, “SHAFT” … be sure to subscribe!

Malabar Grey Hornbill photo courtesy of Rathika Ramasamy
via Wikipedia

Stooge SEO Lesson

During a phone call a moment ago, I was inspired to point something out about SEO (search engine optimization) and Internet marketing that is obvious to me, but clearly some people do not already understand. This is an extremely basic SEO lesson.

I make a point of asking people who contact me for Internet marketing a very simple question as follows: “How did you find me?” Of course I already know the answer, but so many people do not realize that we can track everything online.

My question has been answered in many ways, and even as silly as “I was just surfing the Internet and came across your website.” Even that answer is just fine. It is usually not a truthful one, and I actually already know when people contact me the exact way that they reached me. You see, when you email me or surf my websites, I can see your IP address, network name, location, what you searched for, and many other details that tell me who you are and how you found me. I ask people this question because of one important follow-up question that either goes right over their head or totally blows their socks off. That question is as follows: “Do you think it was an accident that you found me amongst the millions of other web pages out there competing for your business?”

This is Friday evening and I have a webcast to prepare for, so I do not want to take a lot of time with silly scenarios and rhetorical questions, but I have one more question to ponder. Now pay close attention and answer this honestly …

The truthful answer is that it was no accident at all, and I have created the means for you to find my blog. When people contact me about my services, I often have to remind them that if they found me amongst the millions of others out there, it is because I made it happen. If I did not create this article, and if I did not have the means to help people to find me, they would not find me.

When you approach any SEO and Internet marketing professional because you found them, you must question just how and why you found them instead of a website selling pink pantyhose. If you are confused why you found me instead of pink pantyhose, you should probably turn your computer off and get some rest.

Otherwise, perhaps you will be open to this crazy notion. If somebody can be sure that you find them instead of millions of others in the extremely competitive field of Internet marketing and SEO services, they can probably do the same for you.

SEO Hell on Earth

How Selling SEO is Like Hell on Earth

I said that Hell would have me selling SEO, but probably because it is the one thing I despise more than almost any other thing on Earth. I will explain this to you, but first, you must wonder how I can possibly love my job? I love my work as a search engine optimizer, probably more than what you would consider “natural”. If all jobs paid the same, I would have two jobs … SEO and racing cars. There are only a few things I love more than my work as SEO, and those are my family, racing cars, and riding motorcycles. So, it may seem strange that I hate to sell SEO, but I will tell you why.

Most People Only Know Enough About SEO to Be Annoying

It seems common that when people will set out to find good SEO, they have no concept that the best SEO have something more than basic geeky programming skills. I hear things all the time which make me believe that people view SEO and Internet marketing services as commodities. People often think what the SEO does is all about things like properly SEO’d meta tags, page titles, h1 tags and other things that really are a miniscule piece of the overall objective.

Good SEO (search engine optimizers) also have marketing talent that goes far beyond what the client is prepared to recognize (or pay for). They mostly just have a handful of common SEO questions that somebody who knew nothing of SEO suggested that they ask. Then they are shocked when the search engine optimizer will give an honest answer instead of just what they wanted to hear. It is almost as if the truth offends them, and they will keep shopping until they find somebody willing to tell them the right lie. Good for them. The one who will lie to them will also show them the lowest upfront price. So as long as they just want to live for today and not consider lost profit tomorrow, that will work great for them.

A lot of people come to me each day hoping to optimize their websites for particular search keywords. They usually don’t have a clue which search words will actually bring them results, and they think it is just some basic tasks that an SEO can do to optimize the existing terrible website content they already have that is already not working.

This kind of shopper does not want to hear that their brand image sucks, or that their website marketing reflects a company that cares more about shortcuts than doing something well. They think of only their landing pages, instead of factors like whether those people actually care what they have to say. They don’t look at whether people spend a lot of time on their site, click on the links in their text, and follow their call to action. They think of more in terms of more clicks equating to more money, but remain clueless how the two things actually relate. To tell you the truth about why I consider selling SEO to be hell, it is because this is the norm, and not the exception. This is the way the majority of SEO shoppers see the SEO industry, and it is why most companies fail to reach their online marketing objectives. I have plenty of numbers to back up this statement, and I live in it every day.

Just yesterday, a man asked me for any keywords that I am particularly proud of for ranking well. I guess that should not shock me too much, because a few prized words ranking well on search engines is what a lot of people think will bring success. I told him that I was proud to have each of the hundreds of thousands of search terms people use to find my work, and to narrow it down meant to narrow down my success in this industry. I gave him a few words, but there is not a small list of prized keywords that make up my big nest egg.

Drag Me to SEO Hell

I guess perhaps it is my attitude alone that makes it feel like Hell to explain things that people do not care to really understand. They set out to compare SEO without realizing that there is no apples-to-apples comparison. SEO is an art and a science, and no two minds will produce identical results.

The fact is that I am probably the worst guy in the world to sell SEO, but I sure as hell can rank for the term.