The Confusion Surrounding the Word "Campaign"

By Mike Gospe


I often ask marketers to tell me about the integrated marketing campaigns they are running.  Here are a few common responses:

• We’ve been running a Google Adwords campaign for the past 2 years.
• We’ve got a new PR campaign kicking off next week.
• Our print advertising campaign has been reduced to 3 insertions due to budge cuts.

These answers highlight a common misunderstanding of the word “campaign.”  Is the “campaign” a singular tactic?  Or, is it something more?   Are there lots of campaigns, or only a few?  When it comes to integrated marketing, there are strategic as well as tactical connotations concerning this key word.  When the context of the word “campaign” is misunderstood, it can lead to some heartburn.

The strategic “Campaign”

If I were to use a military analogy, the general would direct his troops in a Campaign (with a big “C”).  ”Troops!” he’d say, “I want you to take that hill.  Figure out how we can do it.”  In this context, the strategic implication is regarding a central objective — a major initiative; a big deal with a lot at stake.  To achieve the objective a variety of tools and actions need to be coordinated and executed.  All of the activities and actions ultimately add up to accomplishing this central objective. Overlaying our marketing framework to this analogy, our integrated marketing “Campaigns” are driven by key sales and marketing objectives, such as capturing market share, squashing a competitor, establishing a foothold in a new market. The marketing activities and offers are then coordinated and timed so they reflect a common/consistent set of messaging that engages prospects in the desired dialog as they move through our sales process.

The tactical “campaign”

Unfortunately, to complicate matters, marketing automation tools like Eloqua and Marketo use a more tactical definition for the word “campaign” (small “c”).  So does Salesforce.com. In fact, Google Adwords can be mapped as a “campaign” into these, and other tools.  This is unfortunate because it may suggest to some that isolated, random tactics can be effective without understanding their role in the larger marcom mix (i.e. the strategic “Campaign”).  When marketers fall into the trap of silo’d thinking, we lose sight of the larger Campaign.  Tools like Eloqua and Salesforce.com are incredibly important to our marketing efforts — but they are tools to help us execute the tactics, not for driving strategy.

To avoid unnecessary confusion, here are a few tips:

1. Create a marketing glossary, defining key words like Campaigns, Programs, Activities, and Offers.
   
2. In practical terms, the use of the word “campaign” (small “c”) will continue to be used in Eloqua, Salesforce.com, etc.  We can’t change that.  So, when speaking with executive management regarding  the big picture, use the word “Campaign” in the strategic sense.  Don’t confuse it by including the word “campaign” as a tactical element.  (In other words, if you tell your CEO you’re running a Google Adwords “campaign”, you’ll likely confuse her.  She thought the “Campaign” as about squashing competitor X.)
   
3. The reverse is true when communicating to the rank and file.  In the context of Eloqua or Salesforce.com, it is appropriate to use the “campaign” (small “c”) word in a tactical sense.  However, make sure to acknowledge how each “campaign” adds up to reach the “Campaign” (big “C”) objective.

It can be a bit tricky, but it’s nothing marketers can’t handle.  After all, we’re messaging experts.
Mike Gospe <http://www.kickstartall.com/about.html#mike>  leads KickStart Alliance's marketing operations practice where he conducts team-based "practical application working sessions" to improve the effectiveness of lead generation campaigns and product launches.

Press Release SEO: Writing Press Releases Effectively for Search Engines

By Sarah Skerik


Understand how search engine optimization works & take advantage of Press Release Optimization by structuring your press release correctly

Search engine optimization practices have evolved alongside the improvements and refinements search engines have made to their algorithms.  In order to take full advantage of the Press Release Optimization PR Newswire builds into the distribution of each press release, it’s important that you understand SEO practices and factors - and stay up to speed with shifting trends and tactics. 

General best practices:

Release Length
The length of the press release is a make or break factor in the overall strength of its optimization.  You can craft the perfect headline and use the best keywords, but if your message is too long it can become diluted, which means that search engines can’t index it as specifically.  The result?  The release drops out of the top search results and is less likely to be found by internet searchers. 

The optimum length is generally 400 to 600 words – between about a page and a half and two pages.  This length is easy for readers to digest and comprehend, but it’s long enough to include the rich detail readers appreciate – which is also informative to search engines.  And it’s not so long that key contextual points are drowned in a sea of less relevant detail.

Anchor Text
The links you see on web sites connecting a word or phrase to a related page are called “anchor text,” and these are a boon to press release writers.  In addition to providing a great way to channel readers to additional information (eliminating the need to write an excessively long press release), anchor text – when used properly – can also deliver significant SEO benefit back to the web site you’re promoting.   Best practices for using anchor text in your press release include:

• Link operative keywords or short phrases (two words is ideal) to relevant web pages.  Do not use anchor text to link phrases like “for more information” or “click here.”  Likewise, don’t link from descriptive language (e.g. colors, flavors.)  Link from keywords only.
  
• Headline, Lead & Link.  Use your most important keyword in your headline and your lead sentence.  Link from the occurrence of the keyword in the lead.
  
• Less is more.  Two links per 500-600 words is recommended, in order to focus search engines on your most important keywords. 

Context & Focus
A clear, concise message resonates with readers and is appreciated by journalists.  It’s also a key component of a well optimized press release.  Too many keywords and concepts can dilute your message, causing it to drop in the rankings for the keywords you consider most important.  A tightly focused message that is truly relevant for your target keywords is more likely to be ranked, read and written about than a press release that tries to be all things to all people.

Language
Journalists have long complained about jargon and hyperbolic language in press releases.  In addition to doing yourself no favors in the newsroom, jargon-laden headlines and press releases don’t resonate with searchers, either.  Use the plain, accurate and descriptive language people use when discussing the product/service/initiative you’re promoting.  You’ll be more likely to connect with your audiences – via search engines, and on-page. 

How Press Release Optimization Works:
How your press release is structured directly affects its optimization.  With today’s emphasis on the actual on-page content, the decisions you make about what language to use, placement of keywords and use of anchor text will affect the overall quality of the optimization of the press release, and its overall effectiveness.   In this section, you’ll learn how the different parts of your press release are utilized in the overall optimization process.

The Headline & Subhead
The headline of a press release has always been important, but is doubly so for press releases that are optimized for search.  PR Newswire’s Press Release Optimization system utilizes your headline to populate several extremely important HTML fields that are part of the underlying optimization of your press release, including:

• The Title Tag – At the very top of each web page is the title tag. One of the most important SEO factors, the Title Tag carries real weight in search engines.  The title tag (and, specifically, the language contained therein) strongly influences how search engines interpret and index a web page.
  
• The Search Engine Results Page description (“SERP”) – The SERP description is what people see initially when your press release shows up in their search results.   PR Newswire uses your headline and subhead (up to 300 characters total) to populate your SERP description.  Because headlines and subheads are crafted to grab a reader’s attention, they are perfectly suited for this important role.
  
• H1 tag – Part of the underlying HTML of the release, the H1 tag reinforces other optimization factors and can help focus the search engine’s attention on a key aspect of the overall message.  By using the headline, we repeat a powerful, clear, richly descriptive phrase and amplify your release’s key message.

Tips:

• Start your headline with the most important keyword in your press release.

• Keep your headline fairly short – 60 to 80 characters are optimal. Your subhead can be a little longer – but try to keep it to two lines or less.

• Use descriptive language that you’ll repeat in the body of the press release when writing both the headline and subhead.

The Subhead
The subhead has traditionally added extra descriptive information to the top of a page, fleshing out the headline and telling a reader a bit more about a story.  In terms of press release optimization, the subhead plays a similar role.   The subhead is utilized in the optimization of a press release in a variety of ways:

• The Search Engine Results Page description (“SERP”) – The SERP description, as described above, is key real estate – for both search engines and your readers.  Your subhead will be used to populate the SERP if your headline is short – a total of 300 characters can go into that field.

• H2 tag – part of the underlying HTML of the release, and just behind the H1 tag in authority, the H2 tag is populated with your subhead, where it amplifies your message and helps focus the search engine’s attention on your overall message.

Meta keywords tag
Five years ago, Google didn’t read your press release; it read the underlying HTML code.  Today, Google – and other engines - can effectively read your press release. The Meta keywords tag is largely ignored. As a result, SEO best practices today are focused more on the on-page content, and less on the keywords placed in the Meta keywords field in the release HTML.   For that reason, PR Newswire’s system makes minimal use of this field, populating it with informative but limited information drawn automatically from the press release.  The information that does go into this field includes the name of the issuing organization, geographic information, and industry and subject details. 

We still field questions from PR pros wondering whether it’s possible to optimize a press release for a list of keywords they supply (i.e. keyword stuffing).   Because this practice offers little benefit at the most and, at the worst, can be detrimental, it’s not supported by our system.  Keywords are important, and they belong the text of the press release.  Use them there!

Paying attention to how you write your press releases, what language you use, and how you structure the release itself can pay big dividends.   By staying current on SEO tactics and adhering to the best practices enumerated above, you’ll soon see new and gratifying results for your press release campaigns.

Members: Don't forget that PR Newswire offers a free 12-month membership for ASM Members - this gets you over $2,000 in free and discounted services that will help you promote your business!
Get more information about PR Newswire and the services and discounts they offer to ASM Members on the PR Newswire page on the ASM website.

Social Media Marketing Tips

By Lea Carlton

How can you accomplish your online branding goals as efficiently as possible?
Social Media Marketing (SMM) has become a popular alternative for online business branding. Companies don't think of social sites (i.e. Twitter, Facebook, Myspace, Linkedin) as "websites for kids". They are valuable Internet marketing and networking resources for business. On the other hand, there are 4 major issues involved with diving into SMM without the proper knowledge and strategies. These can "make" or "break" your success in social media marketing:

GETTING STARTED IN SOCIAL MEDIA MARKETING

Make wise choices from the beginning and move forward with a "plan of action"!

Prior to getting started in social media marketing, you need to nip the urge to join every single social site on Google. It does not hurt to have a presence everywhere on the Internet, though there is no advantage in wasting time setting up a social account that is not used. The site owner may delete it - OR - it will get outdated and look unprofessional. Plus, there is no way that you can "work" them all unless you have a team to help you. You will still want to be discerning and make a "plan of action". You need this to properly brand your business through social media marketing. You also need this "plan of action" in order to "position" your company correctly from the beginning. This concept holds true in Internet marketing in general.
PROPER SET UP
Meet your social market where they work and play on the Internet!
You need to learn how to "set up" and "position" your company with the "best" social networks and websites. Some initial positioning details to consider: (a) determining which are the "best social sites" for your niche and interests, (d) choosing the right user name for your individual profile links, (c) choosing the most attractive profile information and media to share, (d) developing a knack for filtering activity according to what is appropriate at a particular social site, (e) establishing a time schedule that permits working as many networks as possible, (f) choosing the best initial connections ... and so on.

Keep in mind that "Account Settings", network protocol, niche and viral marketing all go hand in hand throughout time. 

Additionally, some social sites have a more playful environment than others; even those with a professional focus. You need to select websites that not only fit your company's focus, but also the personal interests of the individual(s) that will "work" the social media marketing process for you. Note: Don't let the "playful" networks defer you. One of the goals of social media marketing is to reach your target markets where they work and "play" on the Internet.

IMPLEMENTATION: WHAT TO DO & WHAT NOT TO DO

Don't just "wing it"; move prepared to market effectively for your business.

Your activity should include a predefined social media optimization (SMO) strategy. This SMO is a combination of search engine optimization (SEO) and social media marketing (SMM). It expedites the professional results that you require for your business. It is easy to assume that SMM is simply setting up social networks and marketing. Although this is part of the process, social networking is not all that is involved in social media marketing. It is suggested that you have a website and a blog. You need to search engine optimize any personal resources prior to SMM. You need a second set of keywords that do not conflict with your personal virtual properties, though compliment your efforts. Content is key to this offsite marketing process, therefore blogs, articles, comments, discussions, images, videos, link ... everything SMM needs to correspond with the SEO.

There is a fine line to what is considered advertising and marketing; spam or valid content. Some social sites are flexible and others are not. You need to move into a virtual realm with a professional plan of action and work the network according to the infrastructure provided, though with intent to produce rapid conversions.

TESTING, TRACKING & REFINING

You will need to test, tread, track and refine before you can run with a strategy. 

As with an offline business plan, your online branding strategy will need "tweaked" and updated for the following reasons:
(a) The Internet is constantly changing, you will need to update accordingly.
(b) Search engine rankings, blog / website traffic and subscribers mean absolutely nothing if you are not able to convert this activity into sales.
You cannot move forward if your plan of action is not working for you.

PRIORITIZING TASKS: MONEY & TIME MANAGEMENT

As the old saying goes, "time is money" ...

If you get one major point from this article, prioritizing "time" and "money" is what you should remember. Internet marketing is not easy for most; especially when you are merging into unfamiliar arenas. Time and money are the "double edge sword". Handling your own online branding is only time and cost effective if it is making you money. The reality is that you will not drive conversions nor make money at first because it takes time to learn Internet Marketing. This is time that busy professionals do not have, therefore you either have to put in the extra hours or hire an expert to do the work for you. If you choose to do your own search engine optimization and social media marketing, then you need to prioritize whether the bulk of your activity is on the Learning, Researching or the Implementation (Content, SEO, SMM) at any given time. The advantage is that you can adjust this as needed.

Regardless, a proper online branding strategy will include both the technical and social, therefore they are all one in the same, time consuming, process.

Online business branding and social networking appear to be easy, on the surface, though not a simple process. There are defined strategies that should include both search engine optimization (SEO) and social media marketing (SMM) in order to create a process called social media optimization (SMO). This SMO is actually the online marketing that you want to do for your business. When done correctly, the SMO will produce immediate responses that are easy to track, increase sales and creates a popularity that contributes to fast branding success. You can change the sales / marketing conversions for your business within a few days or gradually "divide and conquer" your competitive online business arena. In other words, your business can market as aggressively or conservatively as needed. This is based on how your company is equipped to handle growth.

In this generation of Social Media Marketing and Search Engine Optimization, it is to your benefit to learn how to properly brand your business online or find someone that knows how to do this for you.

Article Source: http://www.articlesbase.com/social-marketing-articles/social-media-marketing-tips-3046506.html

About the Author:
Lea Charlton has been a leader in the Organic SEO arena since 2004. She specializes in Social SEO Marketing and Consultative Training Services for busy professionals needing fast branding success and social strategy solutions.

7 Ways to Improve the Stickiness of Your Website

By Michael Fleischner, Marketing Scoop

Today more than ever, consumers are overwhelmed with choices, and distractions. The cost of attracting users to your website continues to increase and keeping them engaged is more important than ever.

Engagement doesn't end with an individual browser reading content or clicking on an ad. Rather, engagement is an ongoing process that results in loyal customers who come back again and again, becoming more vested in your web site.

How can you make sure you're engaging and keeping customers?

In order to create a loyal following, there are some basic principles you need to consider. From first impressions to life-long membership, put yourself in the shoes of your browsers and make their experience a valuable one.

   1. Reduce Clutter. How many times have you visited a website only to be overwhelmed and confused? What is this site about you may have asked yourself. Or perhaps you found yourself asking, ‘Where is the information I'm looking for?'

      Don't ask your browsers or potential customers to figure this out. Make your site clutter free and create a visual priority that emphasizes the information, resources, or actions your browsers want. By reducing obstacles you build trust among new web site visitors and allow for simple decision making - which benefits everyone.

   2. Make Navigation Intuitive. There are many ways to navigate a web page but intuition rules the day. Don't try to get fancy with your navigation or overuse java script. Basic navigation that follows current convention is the best way to lead individuals through your web site to the information they're looking for.

   1. Make The Initial Site Interaction Relevant. When a browser reaches your web site, you have less than seven seconds to get them engaged. Making your initial site interaction relevant to what individuals are looking for is essential for keeping them interacting long term.

      If you are promoting your web site with Google Adwords, or any pay per click advertising for that matter, be sure to create customer landing pages that are truly relevant to the individual who clicks-through your ad. Once you've established relevancy, you can move them deeper into your content, tools, and resources.

   2. Ensure That Your Content Is Up-to-date. Web site content that isn't up to date does not serve your audience and browsers are likely to move on. One way to ensure that information is timely is by providing a feed of relevant news or information. If including static text on your web pages, try not to include specific dates. However, if you must publish dates, be sure to update this information on a regular basis.

   3. Start An Interaction With Your Users. Each time a browser views your web page, you have an opportunity to interact with them. Don't let this opportunity pass you by. One great way to interact is to offer something of value at no cost. This can be a white paper, access to an exclusive list, or simply a 30 day free trial. Be sure to capture an individual's valid email address and include them on your mailing list. An auto-responder is best if you wish to engage these individuals on an ongoing basis.

   4. Provide Plenty Of Support. Don't hesitate to offer support right from your home page. Prominently display your 800 number, support email address, and additional information for your prospects and customers such as mailing address. This information is viewed favorably by search engines and also creates a sense of legitimacy. Contact information builds trust among prospects and elicits interest in your company.

   5. Make Sharing Easy. Once you've made your web site easy to use, don't hesitate to offer browsers the ability to share your web site with others. This can be in the form of a simple widget that allows users to bookmark your page, subscribe to an Rss feed, or submit your content to popular news sites like Digg.com.

      Individuals are much more likely to visit a web site based on a friend's recommendation versus some other type of marketing initiative. Leverage the power of viral marketing with easy sharing tools.

Your web site can be your greatest asset. Unfortunately, many marketers and website owners are so focused on increasing traffic that they lose site of the audience that's already visiting their web pages but are simply not converting.

Don't make the same mistake. Improve the quality of you site through relevant content that is up-to-date and easy to find. Once you've engaged users, encourage them to share. Doing so will make your site perform better, increase conversions, and deliver value for all involved.

Michael Fleischner is an Internet marketing expert and the President of MarketingScoop.com. He has more than 12 years of marketing experience and had appeared on The TODAY Show, Bloomberg Radio, and other major media. Visit MarketingScoop.com for further details and more marketing articles including tips on how to improve search engine rankings for your web site.