Word of Mouth, Viral and Customer Evangelist Marketing

After receiving a book about Creating Customer Evangelists, I was inspired to re-visit a post I had written a while back on the new generation of Word of Mouth Marketing (WOMM), Viral Marketing and Evangelism.

Currently we live in a very technological and extremely different world than even as little as a 2-3 years ago, let alone a decade. It seems as though the traditional marketing years are losing their dominance rather quickly. Although, it is true, the traditional marketing strategies will never go away. The question we really need to ask ourselves is difficult as we are individuals from all sorts of groups, such as marketers, advertisers, search marketers, SEO experts, evangelists, etc. etc. So, what is this difficult question that I speak so highly of?

Where is marketing going?…and..Who are the real evangelists?

This question has really to deal with a couple major techniques and I will explain this. But, really, we are talking about Word of Mouth Marketing, Viral Marketing and Customer/User Evangelism at it’s best.

I’ll start with an example. Let’s look at digg.com. The site is a breeding ground for open source evangelists that are really technologists at heart. This is a prime example of viral marketing strategies that are really driven by the customer. Well, in this case open source software, it would really be the user.

Another example with digg.com, is Apple. Apple’s customer base is really expanding at a dramatic pace. Yes, they do have those extremely comedic commercials on TV and traditional marketing techniques, this much we know. What I want to delve into is the number of evangelists they have developed around the world that continuously tell others about their products. I’ll even give you a personal example, anyone that asks me whether to buy a Mac or PC, I recommend the Mac. This is an example or word of mouth marketing and customer evangelism at its best.

So, why is this important to the rest of us and why is this important to marketers?

Well, the answers to these questions are quite simple. We need to learn as marketers and brand marketers to really build around our customer base. Create an outlet to ensure that our customers are becoming evangelists for our organization. Just like the traditional marketing tactics, we will not see an end to internal company evangelism roles, this is in-escapable. There is though a great opportunity, now, more than ever, our customers, employees and clients are becoming evangelists and marketers on our behalf. Thus, we are enlisting volunteers to speak highly about your company’s products and services without any internal campaigns or effort.

So, we have address the what’s, the who’s, the why’s. But, really, how do we get this done and how do we execute on this.

Truthfully, the answer is right at your fingertips. As I mentioned above about Apple and digg.com. Find out where your users/customers are going and doing and really ensure that they have an avenue to speak highly of you. Creating catchy and sticky products and campaigns will also give your customers an opportunity to spread the word. Learn your social media sites and how you can use them to your advantage.

From a search engine optimization and/or marketing standpoint, you can use blogging to increase rankings and readers. Most people really relate blogging to blogging for dollars, but in this case, blog for your brand. Ensuring that your blogging is very well optimized for word of mouth and viral techniques, like email this, digg this, share on facebook, etc. is highly critical. Gives your brand a massive growth opportunity without you even lifting a finger. Make this all highly accessible and let your customers spread the word for you, because, like the saying goes, “If you build it, they will come.”

Quick and Dirty SEO Copywriting Tips

SEO has lately been a plethora of information about Linkbait, tricking engines, social marketing and such and I wanted to post something in my mind that really takes me back to what got me into SEO, using my creative side and copywriting for the search engines. After all, I still believe content truly is king.

These may or may not impact your overall SEO performance intentionally, but it will increase conversion and possibly indirectly affect your rankings in the SERP’s. Here are a few factors that I have found to be HIGHLY important when writing good content or copy:

1. Talking to your customer: This really has the least desired significance from an SEO perspective, but is still highly critical. Your copy should really put your customer or reader in a situation where they feel like you are talking directly to them in a “1 on 1” style conversation.

2. Be Consistent: Maintaining a level of consistency with your page copy is going to lead you in the right direction. Maintain a consistent theme, ensure your crucial keywords and key phrases are being called out and stand out. You can throw a bold/italics/underline tag in there to make it stand out to the user and even the search engines.

3. Markup, Markup, Markup: As mentioned above, throw some tags in there to mix it up and have content that sticks out. Use custom CSS to create sexy header text and give the search engine’s more visibility into key phrases. Be creative in the way that you do things, but, DO NOT SPAM! If you spam, you won’t gain conversion, which goes back to being consistent and talking to your customer.

4. I said I wasn’t going to talk about links, I can’t help it!: Another way that you can be creative with your markup is not just by marking up your phrases, but also, linking to internal pages within your site. This will really give you an opportunity to really get some attention with SE’s.

5. Having a Call to Action & Being Persuasive: So, you’ve talked to your customer, you’ve maintained consistency, you’ve got the SEO stuff out of the way, now how do I sell?! Well, maintaining all of the above will get you part way there, but having a really persuasive call to action will really help you convert customers and readers. Overall, that is your main goal, conversion, so ensure that you are really taking control here and throwing all your creative juices in this basket.

Some of this must be quite obvious to the seasoned folks, and even to myself, but it is very nice sometimes to remind yourself and bring yourself back to the basics. Especially since in my mind, when it comes to good marketing at all, Content is always king.

Beginner’s Guide to Blogging

Recently I have been trying to get into the swing of reading up on articles in my time off, getting back into SEO/SEM and blogging.  Soon enough I will try to enter the podcasting and vlog world as well.  That being said I have enjoyed blogging every time I get a chance to and decided to write about blogging.

(Okay, side note, for those of you that are already blogging up a storm, post some comments and tips for others!!  I’m sure they’ll appreciate it and plus, you might get another reader! ;-)…)

Read More
Page 9 of 9« First...56789