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Robin Good's insight:
If you are looking for a way to become less dependent on SEO to keep your web site visibility on search engines, a new approach, promoting a radically different approach to conquer the search engine result pages, is emerging.
It is being called New SEO.
From obsessive keyword analysis and inbound linking focus the new SEO approach focuses on higher quality content and greater attention to audience engagement and relationship building.
The accompanying infographic from Positionly eloquently illustrates the key differences between the traditional way of doing SEO and the new approach.
"The old way of thinking about SEO meant that analytical and mostly technical knowledge was given an edge.
New SEO should prize analytical and mostly marketing knowledge."
Rightful. Useful reminder. 7/10
Original article and infographic: http://socialbarrel.com/sustainable-and-algorithm-proof-new-seo-methods-for-2013/52145/
"Warning: If you're addicted to spending ungodly amounts of money in an effort to interrupt enough people into becoming "aware" of your product, service, or idea ... skip this. You ain't gonna like it."
Robin Good: A great article by Robert Bruce on CopyBlogger starts with this very warning and deservedly so.
The article talks about the myth of creativity in selling and of how much inappropriate is the traditional advertising business model with the new situation we are in right now in .
In the traditional world, here's whata typical advertisign agency may say:
"We pride ourselves on creativity, not playing it safe, doing things that no one has ever seen before."
And here's more juice on what you REALLY need to do:
"Three steps to a successful approach
The equation used to be: money x media = business.
The new equation is: time x media = business.
In other words, every company is a media company.
Here are three steps to creating a “campaign” that will last:
1) Build a minimum viable audience with useful, educational, and entertaining content.
2) Listen carefully to their frustrations, fears, problems, and desires.
3) Create or adapt products and services that better serve them."
Highly Recommended. 9/10
Full article: http://www.copyblogger.com/advertising-is-dead/
Robin Good: SurveyLegend is a new web-based service which allows you to easily create surveys and questionnaires that fully-image based. You upload a set of pictures, screenshots or diaagrams and you associate a question to be displayed next to each.
SurveyLegend visual surveys can be further customized and posted directly to Facebook, Twitter, integrated into a web site pop-up or embedded in any web site or blog. If you do not have a web site your visual questionnaires can be hosted on SurveyLegend own web site.
The free SurveyLegend version allows for up to 100 responses and five email addresses to be collected. Higher priced versions allow "unlimited" responses
More info: http://www.surveylegend.com
(Unearthed by Kathleen Cercone)
Jon Jantsch at Duct Tape Marketing as a valuable article on listening, one of the key skills every individual or company needs to further refine in the near future. He writes:
...there are many forms of listening.
a) Passive listening – the kind we do when we are listening to a seminar but we’re really scrolling through Pinterest.
b) Selective listening – the kind that I might practice when I’m discussing something with someone and mostly I’m thinking about what I’m going say next.
c) Active listening – the kind where we are discussing something with someone and reacting only to the words being said.
d) Perceptive listening – the kind where I hear and interpret the words, but I also consider what the person is thinking and perhaps how they are acting as they say the words.
Perceptive listening is by far the most complex because it requires you to be totally focused, completely mindful and, well, perceptive of what’s really going on."
Read the full article: http://www.ducttapemarketing.com/blog/2012/01/11/5-exercises-in-perceptive-listening/
Robin Good's insight:
Typeform is a new web app which allows you to easily edit, create and publish professionally-looking interactive forms and surveys on any website, while guaranteeing full compatibility with all desktop and mobile devices.
If you want to "listen" to your fans, customers and readers, this is a great tool to make it all happen.
As a matter of fact, Typeforms work across all computing devices: from desktop PCs, to tablets and smartphones and can include all types of questions, from yes/no to multiple choice to free form answer. There is even a "Dropdown question type" which allows you to add as many options you want to this customizable drop down menu.
To create a new interactive questionnaire, input form or survey, you only need to drag and drop, your selected type of questions onto your empty form canvas.
Other key features include the ability to embed any newly created form or survey onto any website or blog.
It is also possible to personalize typeforms by passing data into your typeforms and by appending variables to the URL. Great for greeting your users by their first name or passing hidden data along to your results.
Free to use.
Find out more: https://www.typeform.com/
Sign-up for the beta: https://www.typeform.com/signup/public-beta/en/
Robin Good: If you are still thinking about marketing as the most efficient and direct way to make your customers buy from you, it is time to start reconsidering this approach.
Going for the sell, sell, sell approach has worked for decades and for millions of sales people, but now, the most effective and durable way to make your business thrive, is once again the one that requires no thinking: don't think about selling, think about helping and listen closely to what your potential customers want.
That's all there is to it: make yourself accessible and truly helpful.
To exemplify what it takes, the short story of Eydie Stumpf may help you out: "When I first moved to California in 1998, I worked as a car and truck sales person.
Never having sold anything in my life, this was a completely new world for me.
The goal, as was explained to me, was to put every person who walked onto the lot into a vehicle — period.
The sales manager trained me and provided me with various scripts that I was to use to overcome objections.
Every morning we began the day with a sales meeting and afterwards, the sales team marched into the trenches with the words sell, sell, sell, throbbing in our heads.
After about a week on the job, a team member approached me. He bluntly told me that I would never make it as a car sales person.
“You’re too nice”, he said.
“You can’t make friends with the customers. They’ll never buy from you.”
Morale of the story:
"Relationship marketing is not just for social media.
Build relationships using your blog, email marketing, and offline events like networking groups, business expos, mixers, and speaking opportunities.
Online or off, attract loyal customers by allowing them to know who you are, know who they are, and enlighten them with the priceless information you have that can solve their problem."
Good reminder. 7/10
Robin Good: If you are looking for ways to "engage" your customers, readers and fans, webinars are truly a great solution.
Not only they allow you to showcase your expertise while providing good value to your audience, but they give you a tremendous opportunity to "listen" to your fans real needs and to address them later with custom-designed services and products.
Lewis Howes writes: "...My recommendation is to host publicly available Q&A webinars throughout the year, which allows you to “give back” to your market while also gaining valuable intelligence.
...You can usually bet that the questions you get in your Q&A sessions are ones that lots of other customers have as well.
When you solve real customer problems, you put yourself at the head of the pack in your niche."
Full article: http://www.copyblogger.com/webinars-for-engagement/