Certain things are all about timing. My situation with my smartphone is one of them. I have grown incredibly frustrated with AT&T’s service on the iPhone, to the point where I am close to a breaking point. 3-4 drops on a stationary 30 minute call with full bars? As much as I love the iPhone with all its applications, there are definitely a few things I would change about how it handles email support. I can’t help but think back to the simple but reliable days of my Verizon Blackberry (putting aside of course my VC requirement to have an iPhone). I am vulnerable, I am questioning, I am searching for how this gets better. Timing could not be better for some solution to this, as so far, the only answer has been to hope the iPhone continues to innovate and launches on Verizon in 18 months. As those doubts have come creeping in, I see the promising “iDon’t”, “Droid Does” ads from Verizon, causing me to pause and think. And I don’t think I’m the only one.
Android itself comes at an impeccable time. The entire industry is in pain, with the exception of Apple, who is now suffering from the woes of its partner’s network. The industry is crying out for a viable third party, open solution. Windows Mobile is currently getting terrible reviews, Linux on the mobile has had fleeting momentum, and Android is benefitting from the major halo surrounding Google. Motorola is staking the next generation of its franchise around the device. Verizon’s strong network and user reputation is using Droid as their play against the iPhone until Apple comes to the table with more reasonable terms. New specific function devices are proliferating, with the launch of e-readers, tablets, slim phones, smartphones, TV/movie devices, etc, all requiring a system to manage resources. And a whole community of developers is inspired to make Android successful – in and outside of cell phones.
My belief is that Android will become a lasting, successful platform in the mobile device space. I also believe the ecosystem around it – including an open store, applications, games – all will follow. Apple has the clear lead, but with no other player having the critical mass to build an alternative (other than Microsoft who seems to losing momentum), Android becomes a real galvanizing alternative. Whatever the outcome, I hope it leads to reliability and choice for consumers!
I did a post a few days ago around the high level themes from our Online Marketing Summit called “Stop Selling, Start Giving”. There were enough very practical tactics that emerged from the event that I thought I would share some below.
- The best time to think about SEO is when building a new site. When using any good CMS system, such as Drupal or Joomla, be sure to use their SEO plug-in modules. It will make it very tough to not have SEO on the site.
- Links are very important, particularly ratio of inbound links to outbound links. Also, the deeper and more specific you can have links to the site (rather than just all to the homepage) that will improve the SEO of the site and pages. Make sure your content is structured in such a way that incents people to point to deeper pages.
- SEO is a process involving content creation, engineering head count, links, technology, and budget. Create commitment to SEO in the organization. Hiring one person cannot change an organization or generate real SEO value. Consider allocating 10% of engineering time to SEO work. The best practitioners have everyone in the organization focused and thinking about it.
- Resources: SEOmoz.com, Conductor.com
- Before you spend your budget on an SEM campaign, be sure to take 10% of it FIRST and do a test run. You can save yourself some major embarassment in case something was not set right and to further tweak.
- Be very careful using BroadMatch – you could spend money in a heartbeat on terms that are not related to your product or service.
- Keyword research is critical. Lots of tools out there can help, but also thinking about negative keywords, plural vs singular, etc, are all ways to create variation.
- Resources: Clickable’s free guide SEM best practices and tips
- Create a community and empower it to set directions – a censored community is not one at all. Manage but “with a light touch”. Allow users to moderate content.
- Recognition is key for community growth – tiered structures, badges, experts, rewards (virtual or physical) are great ways to accomplish this.
- Transparency is critical – if you have an issue, publicly engage the community and tell them what is going on. Building trust is paramount to a vibrant community.
- Measure the community – post activities, engagement, session lengths, etc. The numbers will tell you if your community is active and thriving. If it’s not working, find out why! It’s usually something you did.
- Email is NOT for acquisition, it is for retention!
- The FROM and SUBJECT alone determine if someone opens – the questions they are asking are “DO I KNOW YOU?” AND “DO I CARE?” respectively. Answer those questions well.
- Build your lists organically by providing VALUE to users such that they want the information rather than a marketing message. Use things like questions that your customer service receives as material for future newsletters. You dont need dozens of articles – a few targeted ones that serve a purpose and give value to customers is better.
- Create links back to specific pages on your site so you can track activity and users interests.
- Make sure you have a sign-up form on ALL pages of your site. Customize the thank you note when someone does sign up – show genuine appreciation for signing up.
- Most people have images off in their email clients – dont have a huge picture at the top or users will see a big X instead of a message in their preview screen.
- Testing is key – treat email just like PPC.
- Use the word “Feedback” instead of “Survey” – people are much more willing to provide feedback than take a survey. One improves their life, another takes time from their life.
- If you can read the “Digital Body Language” of how customers are interacting with your site, content, and marketing activities, you can calculate how likely they are to buy and where they are in sales cycle.
- Lead scoring is critical to understand when marketing activities transition to sales type of activities.
- Separating FIT of buyer from ENGAGEMENT of a user is critical. A key decision maker doing a few things online and a summer intern doing a lot online should not have the same lead score. A CEO doing A LOT is the ideal. Segment those rigidly and pass on to sales things at the closest intersection to improve MQL close rates.
Integrated Marketing Approach – Case Study of Omniture
- Marketing commits to generating 35-80% of sales accepted leads, and in closing 35-40% of deals in a quarter. If you do not know what number you are responsible for, you are not strategic.
- Dont do live webinars – record and push it out there – allow your customers to sign on when they can, fast forward to what they want, and interact as they wish.
- It’s hard to find online marketing savvy folks. If you cant find someone smart, hire an inexperienced, smart person and send him/her to get certifications: DMA, AdWords, etc. Make sure they have gone through the formal trainings – well worth the investment, and smart people without legacy biases will get this system.
- Map your marketing process to a sales process – someone looking deep on product page is much further in a funnel than someone downloading whitepapers. Know that and automate.
- Sample mix of budget: 25% Site and Content, SEO 15%, SEM 15%, Email 20%, 3rd Party Emails 10%, Display Ads 5%, Newsletters 3%, Tradeshows 7%.
John Deighton’s definition of Interactive Marketing: “The ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.”
Any other suggestions, please post below!!
FirstMark Capital yesterday hosted an Online Marketing Summit for our portfolio companies and friends in the community. The goal was to bring together the latest thinking across a variety of functions (SEO, SEM, Email, Community, Social, Automation, and others) and to improve the overall fluency of our companies regardless of their field. If I were to summarize everything I learned at the event, it was to “Stop Selling, Start Giving”.
The Internet has democratized customers’ abilities to learn about new products, instantly provide feedback, and share their experiences with others. The traditional model where sales controlled the product message to buyers, carefully built relationships, and used those relationships to close deals has been permanently broken. One way marketing strategies can now be easily sidestepped by a user that self-selects how to use products and research decisions on his or her own. As a result, marketing’s role has changed to find buyers when they are ready to make a decision based on their OWN actions. Steven Woods from Eloqua calls it “Digital Body Language”. By reading the Digital Body Language, sales can step in at an appropriate and desired moment to facilitate the close of a deal at the right moment of intent.
What does it mean to “Stop Selling, Start Giving”? By that, you should try to begin the dialogue with a customer with a value proposition and an insight that addresses a problem they have. If they don’t have a problem, they don’t need your solution. If they do, actively help them understand the PROBLEM better, not your PRODUCT better. One tactic could be a whitepaper, another could be giving away your product for free initially, another could be hosting a community forum where experts comment on industry issues. In addition, by actively participating in the customer pain and facilitating their dialogue, you gain a precious opportunity to subtly influence and learn from the dialogue. Transparency exists whether you want it or not – embrace it!
By the act of giving, you’ll begin to engage a prospective customer in a series of activities. Each of those activities can be measured online and used to decode where a customer is in their buying process. Are they just exploring the web site? What sections? Have they downloaded a couple of specific whitepapers? Now moved to using the product? Asked for some help? These data points can be mapped to a buying cycle where you can appropriately insert yourself to a sales activity. Done well, you can tie all of these data into one continguous funnel that starts with first contact at the top and closes with a sale. But it all starts by giving, not selling!