Posted by Admin
This column first appeared on RIMOFTHEWORLD.net on Monday, March 8, 2010.
A stray Labrador Retriever we found sitting quietly in front of the dog pound, Maggie was beautiful, loyal, intelligent and, unfortunately, quite destructive. She met me at the door when I came home from school; sat on top of her doghouse instead of inside of it, dumped over the trash cans inside and outside of our house and routinely opened the gate so our other pets would run away.
Fed up with her antics, my parents reluctantly decided to give her to my friend, Lori, and her family. Since Lori lived in the country, they explained, Maggie would be happier and less hyper. Devastated, I sobbed into my faithful companion’s shiny black coat the entire drive to Lori’s house. I’ll never forget Maggie’s sad brown eyes staring back at me when we left. I was certain she felt abandoned, forsaken and betrayed.
The weeks that followed were difficult. Usually a happy, bubbly kid, I was inconsolable, moping around as if I had lost my best friend. So the day my dad drove by Cherrylynn Elementary School during my lunch break, with Maggie in tow, remains one of the highlights of my life. It also marked the first and only time I got into trouble and had to stay after school.
When lunch was over and we went back to our classrooms, I was too excited to contain myself. Regardless of my classmates’ interest or lack thereof, I told everyone the news that Maggie was back in my life. Mrs. Tomasini repeatedly warned me to be quiet. But I was, literally, incapable of biting my tongue.
As punishment, I had to write “I will not speak out in class” 100 times on the chalkboard. Not exactly scared straight, if I had it to do over again, I wouldn’t change a thing. Sometimes, news is just too great not to share. And that is the essence of word of mouth marketing.
Word of Mouth is defined by Wikipedia as the passing of information from person to person. Originally the term referred specifically to oral communication (literally words from the mouth), but now includes any type of human communication, such as face to face, telephone, email and text messaging.
Any time you form an opinion and share it using your mouth to speak or fingers to type, you are engaging in Word of Mouth. Where you share the information determines how many people hear what you have to say and whether or not it is passed on to others. Until now, my story about Maggie was heard only by a small group of third graders at an Englewood, Colorado elementary school. But when content catches on and travels, it’s referred to as buzz or going viral.
Among the first to successfully systemize word of mouth marketing was Trip Advisor. Founded in February 2000, the free website provides a forum where customers can write reviews and share opinions, favorable or not, with Internet users. Amazon.com and eBay were also early adopters of the practice of publicizing unbiased customer reviews.
Of course, there are inherent risks associated with allowing folks to share their opinions. People expend effort to communicate only when they are passionately driven to do so for one of two reasons—a great experience made them fans or a negative incident turned them into foes.
In the Gas Pedal book I highly recommend, Word of Mouth Marketing, author Andy Sernovitz examines how the world’s most respected and profitable companies get people to talk about their company, their causes, and their stuff through the power of word of mouth. The nice thing about this particular form of advertising is that you can implement it regardless of your marketing budget.
Make it easy for folks to share their opinions about your products and service. To do this, first, make sure you provide excellent products and superior customer service. And then, add a public forum to your website. But don’t censor negative feedback or you’ll appear disingenuous.
On a Limited Budget—
Have your webmaster add plenty of links to “share this post,” “comment,” “subscribe,” “follow us”, “join our community,” “tell a friend,” and “share your experience.” The easier you make it for visitors to participate in your online community, the more invested they will be.
The Sky’s the Limit—
While you can’t pay for word of mouth, you can hire someone to help you publicize legitimate comments from your existing fan base. People trust people. Professional communicators know how to gather the best feedback, give full attribution and strategically position testimonials to let existing customers advertise your offering. Take my word for it.
Until next week, I’ll be Bowling for Business.
Tags: Bowling for Business, bowling on a budget, business press, buzz, comment, feedback, follow us, for free, gas pedal, going viral, join our community, Kathy Bowling, marketing budget, on a limited budget, press enterprise, public forum, rimoftheworld.net, share this post, subscribe, the sky's the limit, trip advisor, word of mouth marketing
Posted by Admin
Cleaning House with Pay Per Click
On the heels of the holiday season, our house looks a bit like a war-torn country. Half-eaten plates of cookies, broken candy canes and stale cinnamon rolls crowd the kitchen counter. Torn tissue paper and abandoned gift bags pepper the living room floor. Opening a cupboard is like preparing for a bomb blast, requiring deft “duck and cover” maneuvers to guard against plastic Del Taco cups and Tupperware that fall like mortar.
The reason for the disarray is simple. We have too much crap. (Sorry for the vernacular. But there is really no other way to describe how much junk my small family somehow manages to accumulate.) Every January, to combat the onslaught, we schedule an informal “Clean up the Crap Day.” We spend hours sorting through our possessions and arranging them into piles to throw away, donate or stow. And whenever we take on the task, I wonder how, in a single calendar year, one family could have possibly made so many trips to Wal-Mart.
After clean up day, we breathe a collective sigh of relief and vow never again to repeat the practice of letting things spiral out of control. We agree to live simply, cut out the clutter and streamline our household so that we won’t have to spend needless energy sifting through excess in order to find what we really need.
In this economy, the same might be necessary for your current advertising strategy. It might be time to clear the crap. And if you’re going to get down to brass tacks, consider implementing one of the best advertising options available today, Pay Per Click.
Also known as Pay Per Ranking, Pay Per Placement, Pay Per Position or Cost Per Click, Pay Per Click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. When you enter a word or phrase in the search bar using an engine such as Google, Yahoo or Bing, two different sets of results are returned… organic (or natural) and sponsored (or paid). When I explain this phenomenon to Mountain Marketing Group clients, I’m surprised at how few are aware of these two very different categories.
Organic results are purported to be completely non-biased—meaning that the engine will not accept any amount of money to influence the rankings of an individual site. This is quite the opposite of paid advertising which appears in “sponsored” or “featured” search engine results, in which higher positions are rewarded to the companies willing to pay the most per visitor. You can tell the difference between the two types of search results because sponsored keywords appear in shaded areas just under the search bar and at right.
The nice thing about PPC is that you pay only when a searcher clicks on your listing and connects to your site. By using PPC, you pre-qualify your audience, since they were actively searching for your product or service or they never would have found it in the first place.
Although it is not possible to advertise for free using PPC, I have managed campaigns for clients who have set campaign limits at $10, just to see if their keywords generate any activity. When you consider the cost of advertising using other mediums, where you have to pay regardless of the effectiveness of the ad, PPC is a great alternative. There are simply no hidden costs.
On a Budget—
Keywords cost anywhere between .05 per click and several dollars, depending on competition. The most expensive keywords relate to the mortgage industry, where people pay up to $40/ click. Our clients pay an average .75 per click. If your product or service is highly competitive, there are still plenty of ways for you to utilize PPC without having to pay an arm and a leg for the privilege. One is via Facebook, which offers PPC ads which are different than Google AdSense, Yahoo Search Marketing or Bing Search Ads. On Facebook, you can create an ad, which includes artwork, for free, set campaign limits, handpick your audience and leave thousands of impressions for only a few dollars per month.
The Sky’s the Limit—
One of our clients spends $2,000 per week on Pay Per Click advertising. The reason he is willing to invest so much is because he is happy with the results. If an advertising strategy had the potential to change the game for you, would you consider it? PPC might not be the best marketing method for everyone. But, for many, the strategy is the single most cost-effective way to hunker down and cut the crap.
Until next time, I’ll be Bowling for Business.
Tags: Bing Search ads, Bowling for Business, bowling on a budget, business press, clean up the crap, Facebook, Google AdSense, Kathy Bowling, mortgage industry, mountain marketing group, Pay Per Click, PPC, rimoftheworld.net, Yahoo search marketing