Aligned Marketing Blog

Nichebot - http://www.nichebot.com

Shopping.com Searches – http://www2.shopping.com/top_searches

AOL Hot Searches - http://hot.aol.com/hot/hot

Google Groups - http://groups.google.com

Craig's List - http://www.craigslist.com

Delicious Popular - http://del.icio.us/popular

Digg - http://www.digg.com

Google Catalogs - http://catalogs.google.com

Google Suggest – http://www.google.com/webhp?complete=1&hl=en

Technorati - http://www.technorati.com

If you want to focus exclusively on what’s selling visit the Clickbank Marketplace (http://marketplace.clickbank.net).

The web is constantly changing so it requires effort to stay current, to remain relevant.

As a marketing consultant it’s my business to stay abreast of web-trends. Feel free to call me if you’re having trouble finding the information you need.

Steve Hartkopf

800-707-9150

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It’s something to think about.

Apple’s iPhone and Apps Store are monster hits. Apple may sell 40-45 million iPhones in 2010 and that’s on top of the current 50 million iPhones and iPod Touch already sold worldwide. These products are useful and very cool. Part of their success is driven by the iTunes App Store.

Apple says there are 125,000 developers in their Developer Program and over 85,000 Apps available for downloading. In mid-2009 Apple announced that the App Store had reached 1 billion app downloads…four months later (September, 2009) that number crossed the 2 billion mark. Wow.

Want to be part of the action?

Before I tell you how, I need to ask you for a favor: Please go to the iTunes Store and either click here or type in “Aligned Marketing.” I’ll wait. Do you see my picture? Okay, now download the App. The next time you sync your iPhone a new icon (the Aligned Marketing target in our logo) will be added to your iPhone screen.

Press the icon anytime and you’ll have immediate access to all my latest blogs, Tweets and videos on the Aligned Marketing YouTube Channel. Each one is configured for viewing on your iPhone. Yes, we’ve gone mobile.

It’s a great way to read a blog when you’re not in front of your computer. I wish more people would do this. If you’re interested in getting your own free iPhone App, here’s how.

Visit www.MotherApp.com and click on the link in the center of the page just under “MotherApp BlogEngine.” Here is what you should see:

MotherApp’s BlogEngine is the amazing tool that converts your blog and tweets into a native iPhone app in minutes with zero coding.

Simply enter your RSS feed URL, Twitter name and a description of your blog, then upload two images and voilà – you’ve created your very own iPhone app!

MotherApp takes care of submitting the app to Apple for approval and notifies you when it’s available for download.

It’s that easy!

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1. Project centric: The change that is required to make tomorrow better than today is often measured by the number of projects completed. Outsourcing is project-centric and delivers results with minimal impact on day-to-day operations or personnel.
2. Size doesn’t matter: Small projects such as web design, training and video production are ideal for outsourcing for all but the largest corporations, those with virtually unlimited internal capabilities. Large projects that require an outside perspective, such as institutionalizing Six Sigma or Strategic Pricing, are excellent projects to outsource since true change rarely happens from the inside out.
   
3. Skills: Outsourcing lets you acquire specialized skills to accomplish goals, complete projects and augment your existing resources. Projects that are popular to outsource are social media tasks, such as blogging, search engine optimization, and specialized training or coaching like improving presentation skills.
4. Cost effective: Outsourcing is a variable cost option and preferred by many over adding full-time employees, which is a fixed cost solution. In this economy variable cost projects are approved easier than new headcount. Since outsourcing is a global industry adding world-class talent to your team is not as expensive as hiring talent.
5. Velocity: Speed can make the difference between good and excellent. Outside providers can deliver resources, even in large quantities, quickly while hiring fill-time expertise can take weeks or even months.
6. Technology: Few companies can afford the money to purchase or the time it takes to learn the latest technologies available in every function – sales, marketing, IT, logistics, etc. Outsourcing allows you to rent the best technology available from the best providers.
7. Accountability: Outsourced resources do not suffer from goal diffusion or the day-to-day fire-drills that impact full-time staff and extend project deadlines. An outside provider of resources has one responsibility and one priority, which is to complete the project. Their focus delivers better results and greater accountability.

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You may be confused about social media (SM), many business people are. There are literally hundreds of social media sites and sorting through them seems impossible. There’s Twitter, Facebook, YouTube, FriendFeed, LinkedIn, etc., and then there’s the ones with unusual names,  StumbleUpon or Posterous, to name two. No doubt, there are too many for a non-professional to evaluate and, since most SM sites are awash with non-customers for most businesses, why would anyone in a traditional marketing role take the time to review all those communities. So what should marketing professionals do about social media? Here’s my take:

1. Target your activities:

Information overload saps efficiency and limits productivity, that’s why many of us hate email. Take the time to investigate the top 25-50 social media sites and see if your company, your products, your competitors or your key industry words are prominent. Do a generic Google search for the same terms (company, product, competitors and you) just to see if you’ve missed anything. If any of the social media networks you evaluate have activity around your company, products or competitors, then join and monitor those networks. This approach let’s you focus on what’s important and weed out most of the “social media noise.”

2. Know who is talking about your brand:

You need to know who’s talking about you online and social media is the perfect mechanism. There are companies, such as Aligned Marketing (yes, that’s a shameless plug), that can break down the demographics of the people talking about your brand by gender, age and geography. If the demographics match your target audience then, again, you’ll need to pay close attention to those conversations and be ready to engage quickly, which brings us to the next point.

3. Engage the conversation:

It’s better to be proactive than it is to be reactive. Joining the online conversation allows you to speak directly with your target audience, your customers and your detractors. You can monitor the conversation. You can’t manage the conversation, per se, but you can insert your own perspective and, hopefully, influence the direction of the conversation. Engaging gives you the opportunity to react, share your side and, perhaps, steer a negative comment into a customer service success story before it becomes a trend.

4. Reporting:

Use your social media research and the available tools to capture relevant information. Organize that information and use traditional reporting tools, such as charts, graphs and PowerPoint, to combine both qualitative and quantitative analysis, to inform your organization. As the data increases you may find that even your most ardent critics will realize that spending a portion of your marketing budget to monitor online conversations is wise.

I may be wrong but, like it or not, I don’t think this stuff is going away anytime soon.

Steve

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How to Market a Real Time Event

by Chris Brogan

Always a URL. Always

If you’re going to wire up people and connect them to an event in the real world, you need a web page of some kind or another. People need all the details. They need some kind of intangible tangible that they can pass around to point out what’s what. Give them a web page.

If it’s just a one-off, use an event system like Eventbrite. If you’re going to do this over and over, consider setting up pages on your own website of choice, and then maybe double-up with an Eventbrite to manage the signup.

Extend onto Event Sites

Here’s where you can really get things moving. If you want this event to really spread, use sites like Upcoming.org and Eventful, to name a few. If you’ve got a Facebook group, put up an event notification there. If you’ve got a LinkedIn group, and the event matches, put it up there, too.

Status, Status, Status

Without being “that guy” (and never forget, I mean this for either gender), mentioning your event is easy across your Twitter, your Facebook, your LinkedIn status, and all the other social sites that make sense to promote. A word of caution: this gets close to what feels like carpet-bombing, so go gently. In fact, out in front of such a promotional effort, make sure you’re doing your good deeds and promoting others, and sharing other good information. People don’t like a tireless self-promoter, but they don’t mind someone who shares the good stuff, even when some of it’s their own.

Email Marketing

Do you maintain an email list? Don’t forget to drop a gentle note of your event into there, too. Again, the goal is subtlety and just a gentle pointer to your URL.

Flickr and YouTube

Want to amp up your event’s pre-buzz as well as give it some love on the day of the event? Here are two things: use photos and videos for pre-event invites and promos. Then, encourage people to take photos and videos AT the event. If at all possible, make it easy for the folks who might be into making media to have something to take photos and make movies about. (A side note: if you’re bothering to throw an event with a lot of web presence, use a tag – metadata – to denote the event, for people’s blog posts, for Flickr and YouTube, and for Twitter. For instance, we’ll use #trustsummit for our event in NYC.)

Blog Posts Matter

You can do much worse than to find local bloggers and bloggers who care about the subject matter to cover the event, should they find it useful. If you’ve a budget to do so, invite some to attend in exchange for blogging anything that might be of interest to them. Realize that in the new world, bloggers are rarely obligated to do whatever you ask, and yet, if you make it interesting and worthwhile, folks love to tell a story.

Getting a few posts out about the event ahead of time, and/or after give you a lot more traction and appreciation before and after. Again, make sure the event’s worthy of coverage. If it’s just a straight product pitch or the like, that’s tricky to justify.

Twitter on the Day Of the Event

To me, Twitter’s the magic sauce in making your NEXT event really light up. It’s too late for your event by the time folks start tweeting about it, but it’s a great way to really warm up your future events. If people are tweeting that they’re having a fun time, that they’re learning, that there are still a few hours to get down to the event and have fun, magic can happy. That’s why Twitter’s the Serendipity Engine.

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• A 1-hour Crush the Competition Session with me. In this session we’ll develop three new ways you can clearly differentiate yourself from your competition. In addition, you’ll receive a condensed version of my sales coaching webinar, including a 30-minute follow up session and a signed copy of my book, Communication Wins.

• A free professionally designed, customized page for Facebook, Twitter or YouTube from M3-SocialMindz (www.M3socialmindz.com), a leader in SEO, PPC and social media marketing. A professionally designed social media page sets you apart from the competition and is a great way to project your brand into online communities and generate new sales leads.

• A video Holiday Card (click on "Holiday Card" to see samples) from ImigPro, just like this one: www.imigpro.com. If you can’t get to their Charlotte studio, email your video or images and they’ll do the rest. This is a unique way to stand out in a  crowd and competitive world. Managers and executives can use the video-card to both extend a holiday greeting and rally-the-troops for 2010.

• A copy of Gary Vaynerchuk’s new book, Crush It!. Gary was using the power of video, social media and the web before most people knew they existed. In Crush It! you learn what Gary has to say about social media, why storytelling is your most powerful marketing tool and multi-channel monetizing. Gary has appeared on CNN, Fox News, The Today Show, and The Ellen Degeneres Show. 

• One winner will be chosen at random to receive our Grand Prize - the Crush the Competition Session, signed copy of my book, free professionally design social media page from M3SocialMindz and Holiday video-card from ImigPro and copy of Gary’s book.
• Five winners will be selected to receive the Crush the Competition Session.
• Ten winners will receive a personalized autographed copy of my book, Communication Wins.
• This contest runs from Tuesday, October 13, 2009, through Friday October 30, 2009.
• Winners will be notified by email on Friday, November 6, 2009.

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• We continue to sign up clients for search engine optimization (SEO) and pay-per-click (PPC) projects. We recommend both because SEO is like farming, it produces results (food) in weeks or months, and PPC is like hunting, Bang!, dinner. A friend of mine used SEO & PPC to grow a distributor’s online sales from $72K/month to an impressive $1.0M+ per month and counting. What recession? Smart companies are getting off the sidelines. There are still markets out there with unmet needs. Someone is going to serve them, why not you?
• We team up with other companies to enhance our capabilities without adding fixed cost. One of those companies just completed a landmark four year study in collaboration with the University of Michigan. Over 200 companies participated in interviews and surveys that included manufacturer and distributor sales reps as well as industrial buyers. They observed over 1,000 live sales calls. From that research they developed a new approach to selling, an actual best practice process. The field test data is compelling and, I believe, can be a game-changer with the right commitment from senior management.
• We launched a 10-day social media campaign for Aligned Marketing and increased visits to our website by 343% in the first week. Because of the way we structured the program visits will continue at the new higher level for several weeks and should remain well above our prior level into the future, assuming we don’t do anything stupid...stayed tuned.
• Gary Vaynerchuk is a top-5 Internet celebrity who has been on Fox News, The Today Show, CNN, Conan O’Brien and several other shows. He reads my blog…surprised me too. Anyway, on October 13 his new book, Crush It!, goes on sale and as part of his promotion tour I’ll be interviewing Gary using video over the Internet. I’m excited to finally communicate with Gary live, not through email, and the technology we’ll be using is very cool. More to come.
• My wife and I attended a convention for web-geeks in Orlando last week. There were over 400 people in attendance. While I didn’t get to speak one of the presenters put my picture up on a slide and recommended that everyone read my book. I didn’t know he was going to do that so it was a nice surprise, although seeing my face fill up two 20’ screens was weird…frightening, actually.
• As companies prepare for 2010, and what we all hope is a year of recovery, many are using outside resources to fill gaps created by the recession and gain specialized expertise without adding fixed cost. Our approach is, "Let us help you reach your business goals." It seems to have some appeal so go ahead and borrow it if you think it will help your business.
• This remains a very challenging time (obviously). The only way the economy is going to turn around is if we all pull together and work our collective butts off. That's what my friends are doing and that's what I'm doing. Sitting on the sidelines and waiting for things to improve will only get you left behind, it's a loser strategy. You get one shot at each day, so make the best of it!

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