This Week in Online Marketing – Episode 1

Matt: Okay, we’ve got our first episode on This Week In Online Marketing. I am Matt Coffy. I am the CEO of CustomerBloom. We have Chase Buckner on, VP of Operations. I am in the sunny office in Clifton, New Jersey today. It’s going to be nice 100% sweltering day in humid heat of beautiful New Jersey and Chase is down in Sayulita. Chase, what’s going to be on today? Tell us the weather forecast before anything else.

Chase: It’s actually raining today so for once the table has turned.

Matt: Today, we’re going to talk about 3 things we want to come up with. We are trying to get through a couple of subjects I think everybody wants to know about what we’ve been finding about with recent customers with our wholesale people but the reality is, we’ve got one thing that I really found interesting was this news article about Google like On Demand Search. Talk to us about that a little bit, Chase, and let’s talk about the ramifications for the retail and wholesale channels that this might have implications for sales and other marketing opportunities.

Chase: I think it’s amazing. I mean, it kind of came up under the radar. It came out I think a couple of weeks ago but people are just talking about it now where you can actually say, okay, Google, what’s the name of the lake I am looking at and Google doesn’t notice where you are so they know the lake next to you so they can return all sorts of data like the name, depth, how wide it is. All sorts of things like that. If you are standing next to the Eiffel Tower, you’ll know without you needing to say it. I think the more practical implications are, you can be standing in front of a restaurant and, say, when is this restaurant going to open? If you have your Google Local set up correctly, Google can return that information without them even having to ask.

Matt: Yeah, what type of pizza do they serve, right? Because that’s what I am interested in.

Chase: Yeah, exactly.

Matt: Right, so the real implication here is as we start to use these mobile devices as sort of like “make me not think devices” which everybody kind of gets to a certain degree with a lot of Google methodologies like what can we do to improve the user experience and then run ads in it somehow. Alright, Google can figure that out so, oh, okay. Here’s the experience for the end user. We’re fixing it. By the way, here’s the 3 other restaurants that serves this type of pizza that are nearby, right? So this whole process of like, yes, Google is not doing this because they like to do. They do it for profit at the end of the day and that’s something people have to recognize when you work with a big behemoth monopoly like Google. Yes, they are developing products to make your life easier but they’re developing products for profiteering engineering and I think about this. Everything I think about from an advertising standpoint, I look at it if I am Google, how do I make coin on this. How do I make coin on this is by giving you options and presenting them to the customers.

Chase: Sure, we are all in the game but I think the clear message is if you are a local business, you really need to make sure that your local set up is correct. I mean that should be the first stage in SEO that we provide for our clients but definitely it’s worth doubling back to make sure all the ads and data and teaser crossed when it comes to your setup because the more information you feed them, the more they’ll be able to give people who are looking for data, what they want.

Matt: Yeah, I just talked about this on This Week In Search episode which was if you have not kind of gone back to your Google Local business settings, into your Google Local personal page or your business page and you haven’t done a total rehash on it, they’re going to start dumping people and now you are going to re-verify yourself.What a pain in the butt. Again, it’s Google so just think about it. They’re going to do what they can. People who were active and engaged with them, they’re going to support. People who are not, tough luck.

Chase: It’s totally changing, right? I am not really that close to the SEO side of the business but from what I understand, the way that you can figure things change pretty frequently as well.

Matt: It does but in all reality, the SEO piece is not really, it just put your stuff together and just get it done. We see so many businesses that not only do they not even make the effort to put their Google Places page and make it proper but they don’t even take the time to fill out the proper phone number and address like even the basics aren’t there. I think because general laziness in the world like if I have a website then everything is fine but Google triangulates all these stuffs now, makes decisions based on phones, where they are. It’s just you have to do it. Hey, let’s move on to the second section which we are talking about.We came through a couple of different clients who needs some severe landing page work and, of course, we only end up with a brunt of this because they asked us to make sort of magic happened and we are doing it. We kind of realize that this is a new wave of the future for online marketing. It’s turning into like, look, you’re on the TV, you are clicking a button, you go to a commercial and it’s like, oh, this is the best things in slice bread. That’s happening in online world. Talk about that a little bit and what you are experiencing because you are actually developing this stuff.

Chase: Yeah, it used to be for past ten years or whatever, you can just make landing pages and catch a certain traffic, right? It’s like we make blue widgets, red screen. Let’s make a page title lead and we’ll start catching traffic. Nowadays, as we shift to this more automated marketing world, the landing page is really becoming a science. It’s becoming an infomercial in itself. I mean commercial optimization is not new but, now, more than ever, you need to be building landing pages that are super engaging so the next landing page which I think is what you are talking about now, we are building 2-3 step landing pages that are kind of really tell a story. You hit a page. You get a quick video which catches your interests, makes you want to, okay, I will put on my email because it’s going to be worth it. On the next landing page where I get the longer sell and that’s not even the final sell. So it’s really becoming interesting. It’s really getting deep into the soul of psychology of conversion and all of these kind of stuff.

Matt: I think this is kind of becoming the norm especially for high ticket items or at least recurring revenue type of items that people are trying to get involved so this is a lifetime offer of a customer, lifetime worth of thousands of dollars. You’re going to have to try and convince them over the next couple of years now to go with you and that’s going to involve production work, video like all that stuffs needed to be done from a television set. We are all turning into this like converged society of media and what’s on your screen. I was at the gym today and I am watching Youtube videos on my treadmill so this is where it’s all going. You’re going to think about how you are converting.

Chase: Yeah, I mean people in the advertising world have done this forever but especially like what you said, high ticket items. If I need a spinal surgery, I’m not just going to find somebody’s website and see the call to action box but and schedule your surgery, okay. There’s no way. You’re going to have to storytell me for a while. You really have to convince me.

Matt: Yeah, let’s move on to the next topic because I think would wrap it all up. If they get to your site, just like you said, what are you doing to convert them? Are we talking about content marketing as part of the story but that’s not really the deal. The deal is what are you doing with that content in highlighting that on your site because a lot of people are just putting a blog. It’s a like a blog tab like who’s seeing that? How are you getting found? It seems like there’s so many things that needs to be addressed. If you are going to start to write a content, make sure it’s good, make sure you know your audiences, make sure it’s findable on your website like upfront and then let’s talk about call to actions after that and bring it back to that landing page or that offer. A lot of people will just put content and that’s it. They think like, oh, I put up a blog. I am good.

Chase: Yeah, I think there are two important pieces that you just said. The first is quality content. I think there’s a huge misunderstanding of what actually is quality content these days. If follow people like Gary Vaynerchuk who are willing to put very bluntly 90% of the content that people are creating is not just good enough. If you create something and put it on Facebook and people are sharing it, likes are great but the true metric is the “share”. If it’s not really share worthy then you got to keep going and figuring out what you can do better. I think the truth about is like what you said, you’re watching Youtube at the gym. Video production is really a big piece of where it is all going. That’s not cheap and it’s not easy. As a marketer, we are really becoming directors, producers and are we going to have an in house videographer? If you don’t, you got to have a relationship with a local photography and things like that because your clients, if they really want to do content marketing, it’s super high quality for those, great engaging video. Somebody has all scripted that out. The second piece is once you have it, what you do it with? Like you said, you have to have a distribution model. There’s a great bunch of tools that can help you out but you have to architect like where this are all going to go and then how are going to tie back to conversion. Like you said, you don’t want to create content just to create great content.

Matt: Right, and so let’s leave that conversional strategy for the next episode. Thanks, Chase. Let’s wrap this up and I hope you can, at least, tomorrow we get the surfboard out and go for a ride and I’ll be here in sunny Clifton putting my airconditioning. I just did not have the chance to do it yet but looking forward for episode 2.

Chase: Yeah, me too.

Matt: Alright, ciao!

Chase: Thanks.