March 5, 2014

The Law of Large Numbers is the digital marketer’s friend

large-numbers

Target audience: Digital marketers, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers.

Chris AbrahamHere’s the most poorly kept secret in the marketing, PR, sales, and religion world: Conversion is a numbers game. Whether it’s getting into the New York Times or going viral on YouTube, getting retweeted by @katyperry, or appearing on the 4th hour with Hoda Kotb and Kathie Lee Gifford, numbers matter.

We depend not only on the generosity of strangers to keep the lights on, we also depend on the law of large numbers to make sure we reach enough people in general through our ads, our mentions, and reviews to make our end-of-month, quarter, and yearly numbers so that we secure that sweet bonus and the pool we promised the family. Eyeballs, viewers, readership, ratings — it’s all about getting in front of as many of the right people as humanly possible. Right? Continue reading

September 17, 2013

How Google’s new tabs on Gmail changed email marketing forever

gmail

Are e-newsletters becoming an obsolete marketing tactic?

Ayelet Noff Ilove the new Gmail tabs. Why? Because they filter out so much of the “less important” email that I used to get in my main inbox without requiring any action by me, so that I can focus on the truly important emails that require my attention.

Now, when I say “less important” email, I don’t mean spam – I mean all those promotional mails and newsletters from businesses and brands that may have interested me some time in the past or may still interest me somewhat now, but are really not important enough to carry my attention away from the emails that really matter. For example, knowing that my favorite clothing store has a special for the next week and all clothes are 50% off is perhaps something I would be interested to know, however, with this promotional email now being directly transferred to a separate tab in my inbox, I no longer even give it the little attention span that I would have given it before Gmail came out with its new tabs system. Continue reading

July 9, 2013

You must get over your fear of being annoying

persistence
Photo courtesy of albarber3 (Creative Commons)

In digital marketing, persistence is paramount

Chris AbrahamAccording to Jonathan Alter‘s new book, The Center Holds, it was Barack Obama’s young geek volunteers who crushed Mitt Romney‘s “Mad Men” campaign out of the 1960s in the 2012 election. And while much of their success had to do with their collective beautiful mind, it also had to do with something that Alter said as a matter of fact: They got “over the fear of being annoying.”

The whole quote from the below interview on the Colbert Show is, “You’ve got to get over your fear of being annoying” (minute 4:30):

So not only did the president’s merry band of geeks learn how best to microtarget and activate 2 million volunteers, they also learned how to push past their fear of rejection to ultimately realize the truth. Continue reading

January 9, 2013

11 ideas for taking your digital marketing in new directions


Photo courtesy of marketspan via Creative Commons

Flipboard, Foursquare, Instagram, memes & more ideas!

Chris AbrahamOK, we’re in the second week of January, but most of us are just settling back into work. So now’s a good time to think about where you want to take your digital marketing efforts for the rest of 2013.

Take what you want, leave the rest and let me know in the comments where you agree or (especially) disagree.

Start a blog

1I know what you may be thinking: Blogging is dead. However, if you’ll notice, most of what folks are sharing online via TwitterFacebookPinterest, Tumblr, and Google+ are articles via links. The only real way of creating and providing content that can easily be shared everywhere is via a blog or some other kind of bloggish platform. Continue reading

November 6, 2012

Are you using updated keywords for your business?

Or, why your keywords suck and are outdated

Chris AbrahamYou probably built your website years ago. You’ve probably never updated your CV, just added your latest jobs and clients to the top. Your corporate bio, what you do, your products and services were probably written back either when your company opened, when you ported your brochures to the web, or the last time you did a major revision. Like I said, probably years ago.

Why does this matter?

If you don’t add the exact, literal titles, subjects, hashtags, and keywords people are using to find you and your services, then you won’t be found at all

Language evolves very rapidly, and how it evolves has little or nothing to do with what you call yourself, how you describe your products and services, or the keywords you have locked and loaded into your tweets, your websites, your hashtags, your textual links, your Google AdWords contextual ad campaigns, your Facebook ad programs and Twitter promoted tweets.

If you don’t refer to your services in the same way that others do, you’ll be surprisingly invisible when it comes to your prospects finding you on the Internet. If you don’t add the exact, literal titles, subjects, hashtags, and keywords that people are using to find you and your valuable services, then you won’t be found at all. Continue reading