We’ve all been through it: inheriting a PPC account that someone else has managed. And we’ve all had that “WTF” moment after looking under the hood, when we’re baffled by how the account even survived to this point. But you never truly know what drove the previous PPC manager to do what they did — were they being downright dirty, were they just inexperienced, or were they overwhelmed with so many other tasks that they got sloppy? It could be any one of those circumstances. And hey, it’s a small world, so the last thing you want to do when inheriting a PPC account is bash the previous agency or professional to your new client or boss. It certainly does take some restraint as you’re pulling apart the logic of an account that doesn’t seem to make any sense. My agency recently inherited an account with some major blunders, and it’s been haunting me as I try to figure out why they made the choices they did. I wanted to share with … [Read more...] about Downright Dirty, Inexperienced Or Overwhelmed?
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Some business books aim to teach you how to take your game to the next level. Others, how to delight your customers and increase profits. Still others coach you on interacting with your peers, boss and other key “stakeholders” who are key to your success. Enchantment: The Art of Changing Hearts, Minds, and Actions by marketing maven and former Apple chief evangelist Guy Kawasaki seeks to offer enlightenment on all these areas, by suggesting that the overall goal for anything you’re trying to accomplish is to enchant others. For marketers, this is a compelling notion—maybe even obvious, but Kawasaki does a great job of not only explaining why enchantment is such a powerful force, but how to do it, based largely on personal experiences drawn from a very interesting career. Each chapter focuses on a specific ingredient that contributes to the overall recipe of making enchantment work. The early chapters focus on things you, as an individual, can do to make your … [Read more...] about Guy Kawasaki On Why Your Focus Should Be On Working Magic
Live blogging coverage of the SES NY session: "Small Voices, Big Impact: Social Media for the Little Guy". Moderator:Stoney deGeyter - President, Pole Position MarketingSpeakers:Amber Naslund -, Director of Community, Radian6Jennifer Evans Laycock - Director of Social Media, SiteLogic; Editor-in-Chief, Search Engine GuideChristina Kerley - Marketing Specialist, ckEpiphanyTim Kendall - Director of Monetization, FacebookSocial Media Conversations - Jennifer Evans LaycockTo start off, she offered some sage advice for those entering the social media space. The first is to stop running towards the bleeding edge, because most of your target audience won't be there yet. Use the tried and true tactics and channels to start off. The second is that social media is essential in recession. It allows you to connect with and hear your customers.Next, Jen talked about social media launch points. The first is Flickr. some of the benefits are that is has a highly involved, engaged audience, groups … [Read more...] about Search Engine Strategies New York – Small Voices, Big Impact: Social Media for the Little Guy
Moderating the panel is Stoney deGeyter President of Pole Position Marketing and Search Engine Guide Associate Editor.First up is Jennifer Evans Laycock from Sitelogic and Search Engine Guide EditorJennifer's presentation is about Social Media Conversations for the little Guy - Jennifer states that it's not social marketing but truly a conversation that is happening. She focuses on how small businesses need to integrate social media into business and the tools for Social Media for BusinessHow you can meet your customer's needs? Businesses should stop running to the Bleeding Edge and try not to jump in head first in on a new tool. If you are a small business you have a smaller segment and you need to use proven tools. If you jump to an upstart social media site that might disappear, it's a waste of time, and you have wasted your time and money. Don't put time and effort into something that is a flash in the pan.Social conversations are essential … [Read more...] about SES San Jose panel – Small Voices, Big Impact, Social Media for the Little Guy
I've spent the better part of my adult life (I know, I know, that still isn't that many years) working with small businesses to help them leverage the Internet in creative ways so they could compete with much larger competitors. One of the points I try to pound home again and again is you don't need more money, you just need to do it better. While it isn't an Internet marketing story per say, John Jantsch has an excellent post today that shares the story of a little company outlasting a global brand most small businesses would run in fear from. You'll want to read the whole post, but here's a quick summary: There is a small coffeehouse in Kansas City’s Westport District called the Broadway Cafe. Broadway is in all ways local. Lots of character and characters, a very sweet, personable owner, homegrown from the tile to the ceiling. About 10 years ago a storm surrounded the store when Starbucks announced the location of their first store in the Kansas City area would be right next … [Read more...] about You Can’t Compete With the Big Guys? You Sure About That?