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The 4 Key Ingredients of a Killer Viral Video Sensation

westjet viral videoThough deep into the bosom of August, I thought todays Monday Marketing Masters session showcasing a 2013 Christmas campaign featuring Canadian airline WestJet would shake us out of our summer doldrums. Here you will see an example of viral video happiness so fabulous and heartwarming, so filled with generosity, shock and awe, that viewers can’t help but share. Hence a viral video ad campaign that as of today has been viewed over 36,000,000 times across multiple platforms. For a reason.

Granted, as a small business you might not have the massive ad dollars it would take to create a video of this sort, to publish spots on major channels, not to mention the costs of…well I don’t want to give it away, you’ll have to watch; HOWEVER, there are some absolute take-away’s from this campaign that can be applied to a brand of any size.

WestJet continues to pump out innovative and out of the box videos, which since the success of the WestJet Christmas Miracle campaign, now command a much larger and viral following of their own, thanks primarily to the great success of this one.

See for yourself: [Read more...]

16 Questions to Ask BEFORE You Redesign Your Website

questions-to-ask-before-redesigning-your-websiteDesigning, and re-designing a website can be overwhelming and confusing. Typically website redesign conjures up images of designers and agency types huddled in conference rooms brainstorming creative ideas. While aesthetics are important, functional and back end considerations will make all the difference in determining the effectiveness of your site. It’s not just about the package, baby, it’s what’s inside. Here are 16 essential questions to consider before you make a decision to redesign your website.

[Read more...]

4 SEO Strategies You Can Throw Out Right Now… And Replace With These

lose-these-seo-strategiesIf there’s one thing we’ve learned about search engine optimization, it’s that you can never rest on your laurels. What once worked like a charm to keep your website ranked and highly trafficked no longer does. Many of us have learned this the hard way.

What SEO strategies are working? The things I outline below. Change your mindset, lose the old tactics, and bring on the new ones I suggest here.

1.  SEO is about lots of backlinks

One of the first things people ask me when creating a marketing plan for their new business and website is how to get those backlinks I keep talking about. Back in the day, the amount of backlinks a website had had a direct relationship with rankings and website visibility. With the new( ish) Google updates over the past few years, Panda and Penguin, that ship has sailed. Google no longer looks for quantity of backlinks, rather, in their quest to up the quality of search results, they look instead for quality backlinks. Relevant backlinks.

When the SEO company JC Penny hired got canned back in 2010 for the black hat tactics of  backlinking to every site they could get their hot little hands on, despite the fact that there was no relevancy whatsoever to their products, the company was given the boot and JC Penny suffered for quite some time.

Note to selves: make sure your backlink building strategy is honest and relevant. No one will ever buy that Taiwanese chopsticks Inc. is really interested in commenting on your car repair blog. Comment, and send your content to high authority blogs and websites, and make common sense relationships with them. This is what Google looks for these days and will reward you for. Quality, not quantity.

[Read more...]

Get a Grip on Your Online Marketing for 2015

get-a-grip-on-your-online-marketing-strategyThe 2 Choices You Have for 2015:

Here’s how I see it:

You can either stick with what you’re doing, or you can start doing something new. Really the bigger question is: how successful was your bottom line last year? Compared to your 2014 goals? Is your online marketing strategy….working?

How about last year vs. the prior year…..

As we small business owners keep chugging along day after day, it often becomes hard to distinguish what business practices are working well for us- and by that I mean turning some solid ROI, vs. what we are doing because it’s what we do. Habit.

You know. The comfortable stuff.

It becomes even more confusing as so many of us  pump out more and more content with no real goal other than to hope that we get noticed….  in the hopes of increasing traffic, creating a strong brand and building a following.

Can you say “Murky”? How are you gauging your return on investment? Do you know where the main sources of your referrals are coming from ?ROI  becomes more difficult to gauge unless we are paying close attention to our Google Analytics and are really drilling down to the traffic sources. Sales Conversion is the bottom line after all, and yet these days the road to sales conversion can easily be a 7-8 step process.  [Read more...]

How to Create a Monetized Twitter Campaign

urban-selfieIt’s time to showcase the little guy creating great marketing campaigns that can be easily created…by you. After all, it’s not just the big guys with big branding and media budgets who are creating the most creative marketing campaigns these days;  it’s the little guy…gal…. as well, one of the main points I aim to showcase, in the Monday Marketing Masters series after all.

Case in point, here’s a small UK company who had a great idea and with a very tight budget, using the power and connections of their target market to create a monetized Twitter campaign that spread the word for them. Brilliant stuff. Presenting: [Read more...]