Outdated marketing methods – the dinosaurs still walk among us

It’s my birthday today. I am exhausted as usual. I’ve been in the office for 40 minutes and already my blood pressure is up. The decisions that are made here are based solely on speculation and outdated ideas. One bad decision after the other and a completely reactive environment. Every suggestion I make is shot down, it almost seems deliberate, like no matter what, go against the employee. More wasted money, more sub-par results.

Without going into too much detail, we are working on a project that is potentially really cool, however my enthusiasm has already been squashed because the way we are going about things is wrong, and I am tired of being ignored. The only reason I would make any suggestions now is to have the “I told you so” opportunity at the end.

I could write a novel on the wrong way to go about things. Whether you are marketing your own business or marketing someone elses, the steps that are necessary to succeed are the same.

1. Know your audience

2. Know your content

3. Know what works and what doesn’t

4. Know when to pull the trigger and when to pull the plug

Today I watch a fairly nice budget slowly get chipped away,  you could do a hell of a lot with $60,000. Let me give you an example. If you are promoting an event that is recurring, say it’s an annual event.  You should set up your marketing methods so that it builds on what you did last year. If you pay attention at all,  you should know that 85% of search marketing is reputation. A site reputation is no different than a persons reputation. To make it simple, reputation is based on age, history, and what people are saying about you. Simple enough right?

So, using those 3 pieces of reputation, which would you ithink would be the best idea?

a. Create a solid website that can be modified to fit the event each year. Build links to it, get reputation through social networking, let the site age, use it to showcase the event AFTER it happened so that the site generates traffic through out the year untl the date of the next event year? Oh yeah, and HOST THE SITE???

or would you think it was a good idea to:

b. Build the main (money site) as a profile page on a social networking site, then promote that website with paid search, viral marketing etc.  I guess you wouldn’t care that since you don’t own the site, you cannot control the uptime, you cannot harvest the email addresses or contact information directly to your database or email list. The paid search you are doing is actually promoting the network that is hosting the page, not the website, so any links that are built are actually pointed at the social network site that is hosting the page, thereby increasing the reputation of that social network (which is already the top 5 website on the internet). I don’t really need to continue here right? It’s obvious why this is an incredibly stupid idea, right? Apparently not.

There is a reason that Carl Icahn says that all CEO’s are morons.  Personally, I am totally OK admitting when I don’t know something, and if I don’t know something, I will defer to someone who does. Never assume you are the smartest guy in the room and there is no room for hunches in marketing. The beauty of marketing is that there is no shortage of stats, plans, metrics and methods that show exactly what you need to do.

Regardless of whether or not you want to be involved in the marketing of your business, you owe it to yourself to at least know what questions to ask.

1. What are you going to do to make people want to come to my site?
2. What are you going to do to get people to stay?
3. What are you doing to make them want to come back?
4. Is there a call to action on every page of the site?
5. What methods are you using to capture visitor information? Just because they aren’t interested now doesn’t mean they wont be in the future.
6. Are you taking advantage of social marketing methods? Do you understand them?
7. Are you paying attention to usability?
8. Are you leaving room to explore new avenues as they become available? Do you keep up with changing technology and trends?

Obviously, there are more but this gives you some idea. Internet marketing is interesting and fun. The ability to be able to modify campaigns at any time, stop on a dime and change directions, tweak and fine tune. There is no reason to fail.

Writing this rant gave me the idea to write up a list of questions to ask a potential search marketing company. I can give you 10 questions that will immediately tell you if the person is full of it or out of touch. I will try to get that up in the next couple days or so.

Starting an eCommerce Website with Magento : My Journey

I have been working in online marketing since Al Gore created the internet. I have marketed everything. I am an SEO expert, PPC, Social Media, etc. I know the ins-and-outs of marketing eCommerce sites. It has been in the back of my mind that I am really foolish for being so complacent that I continue to make money for other people. I should be doing this myself.

I currently work for a company that specializes in B2B ecomm sites. I work with them from inception up until they are rocking the sales. The pieces that I am missing are unfortunately very important parts of the puzzle. So, I have decided it’s time to take the plunge and do it myself. I am have decided to use Magento as the shopping cart, and I will use WordPress for the blog. I am loaded up with Magento modules, WordPress themes, all that stuff is covered.

The hard part about starting an eCommerce site is deciding what you are going to sell. It helps if you have your own products – but if you don’t – you need to create relationships with manufacturers that will give you a good price that you can mark up enough to make money with, but still stay competitive. Deciding on what you are going to sell is also difficult. Hopefully its something you enjoy. The problem is that even if you enjoy something, that doesn’t mean you are an expert. You also need to know if there is a market out there, and how competitive it is. I love music, but I am not an equipment expert, and I also do not have the relationships or capitol to start re-selling high end equipment. The advertising costs are also expensive, and the competition is stiff. I have been giving this a lot of thought.

I am not prepared to announce what the site is, and I will be vague in the theme of the site. Domain age is crucial in getting respect from the search engines, so part of the task was looking through my domains and pulling one that had some age on it. I have decided on a domain that works for the products I am going to sell. It doesn’t have the keyword in it which is unfortunate, but its a pretty good domain and its 8 years old. The domain has 27,000 page in Googles index, but those aren’t going to do much for me so I will probably lose those. The site isnt a high PR site so I am not too stressed about losing them. The amount of pages and the age of the domain at least tells me that Google will visit it frequently so I wont have too much of an indexing problem.

So, I am going to embark on the first part of the project and install Magento on the server. I might document the process that I go through to help out others who are thinking about taking on the same project. I plan on doing this all on my own with no outsourcing so that will be a challenge, but I have a huge advantage when it comes to the marketing of the site. The challenge is going to be opening up the relationships with the manufacturers of the products I plan to sell, the dropshipping, credit card processing etc.

I have been very lazy about keeping this blog up to date, but I will give it a shot and at least try to write short entries with any lessons learned.

If you would like to help contribute to the project, feel free to check out some of the advertisers on this blog. Any bit of revenue will help.

Dan Kennedy Super Conference

I am extremely excited about going to the Dan Kennedy super conference tomorrow in Chicago. Time to put some faces to some voices, and meet with some like minded people. The goal is a million dollars by  April 2010. It’s going to happen. There are so many, almost (but not quite) too many, things happening right now. It’s unreal. I am bordering on the biggest success in my life. It is incredibly exciting.

The new company website should be up soon, with blogs for the personalities. Already getting feedback from the clients about the spped at which their sites are moving up in Google. from page ten to page one in 2 weeks, now get it up to #1. I’m money baby, a big bear with sharp teeth, and you are just cute little rabbit.

Posts about Venue Removed

My girlfriend ended up working out her problems with Venue.com.  They asked her to ask me to remove what I wrote. The deal was that if they fixed the problem,  I would remove the posts. I do what I say.

I don’t know the history of Venue.com, who they were before they were Venue or what their business practices were. All I can say now is that my girlfriend had a problem with them, it took a bit of effort to get through to them, but in the end – they fixed it. She did in fact end up buying a plasma TV from them at a reasonable price.  I did some research and it wasn’t much more than amazon.com was selling it for. The TV arrived and as far as I can tell, she seems happy with it.

Caveat Emptor