Christopher S. Penn – Marketing AI Keynote Speaker

Category: Marketing

Your ACE in the hole: Energize!
We talked last time about what marketing, sales, and product & service groups are supposed to manufacture. Let’s talk about the verbs that go with them, so that you have an idea if what you’re doing is in alignment with those verbs, and one verb in particular. Quick review:
- Marketing takes audience and makes qualified leads
- Sales takes qualified leads and makes customers
- Product design and customer service takes customers and makes evangelists
So let’s take a look at the verbs of this funnel. In short: ACE.
- Attract.
- Convert.
- Energize.
Attract is what marketing does. Create demand for your ideas. Attract attention to what you have to offer. Assuming it’s good, people will pursue a line of inquiry and become a qualified lead. Attract also helps filter out some stuff – is what you are doing likely to attract leads? Billboards attract eyes, but unless they’re hyperlocal (Eat at Joe’s Next Exit), their value is questionable. Are you attracting the right people? You may be getting all the buzz in the world for your event, but if no one can afford to attend it, those thousands of visitors and millions of pageviews are worthless.

Convert is what sales does. Convert puts the emotional and rational values on the table with the qualified leads, the prospects, and helps them to convince themselves that your product or service meets or exceeds their needs. Again, convert is a useful verb. Is a sales practice converting? Do you know what converts and what doesn’t convert?

Energize is what product design and customer service do. We used to call this retention, but when you think about it, retention kind of implies that your customers are fleeing your products and services. It implies they want to run away as fast as they can, and you have to pull out all the stops to keep them from doing so. No, if your product doesn’t suck and your customer service actually cares about its customers to any degree, then you’re not talking about retention as much as you are talking about energizing your customers.
- Energizing them to use the product or service to its full potential.
- Energizing them to give you unsolicited suggestions about what would make it even more rave-worthy.
- Energizing them to tell everyone who will hold still long enough about your product or service as your unpaid word of mouth marketing department.
Energize is where all your profit is, long-term. If your product sucks, it will not energize customers to do anything more than pay the bills – if that. If your service sucks, it will only energize customers to hate you, very publicly and very loudly. Energize is what will destroy the other two departments, marketing and sales, because marketing will not be able to attract audience due to your stigma in the community. Sales will not be able to overcome fear, uncertainty, and doubt in what few prospects you have. Eventually, you’ll either have to make even more ethically questionable marketing and sales choices just to keep the lights on or go out of business.

The flip side is the fun part. Products that are raveworthy and service that is insanely great means that marketing just has to get people to the web form to sign up. Marketing can clock in at 10 and clock out at 2 with an hour martini break in the middle of the day because existing customers are raving about what you’ve got and forcibly dragging friends into your showroom. Sales has to triple its manpower just to process the paperwork, and prospects need little guidance except perhaps what color ink to sign on the contract. All of this comes from energizing your product design to be great and your customer service to be the best thing anyone has ever experienced.

Unsurprisingly, energizing product design and customer service is really, really hard. You as a company must be committed at every level, in every way, to putting your customers first and foremost. Everyone from the janitor who answers the phone late at night while cleaning to the CEO must get it, must understand that the vast majority of your long-term focus must always be on doing right by the customer. The moment that you lose that focus, you lose your ACE in the hole, and until you get it back, you’re on the path of the corporate death spiral.

Attract. Convert. Energize.

Profit.

Photo credit: DotBenjamin

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February 3, 2010
The only marketing metric that really matters

I’ve said in the past that marketing is the art of creating demand for your ideas, but in terms of something measurable and impactful, what does this mean? What does marketing make? Yes, it creates things like ads, Twitter accounts, email, etc. – but those are the tools to execute the mission of marketing. What does marketing actually do that’s measurable and meaningful?

Throw out all your other metrics. Followers on twitter, hits to your web site, mentions in the media. Toss them all.

The only metric that matters is this: qualified leads.

On the continuum of business, marketing (which includes marketing, advertising, and PR) takes media and audience as its raw materials and makes qualified leads.

Sales takes those raw materials, those leads, and makes them into customers.

Product design and customer service take those raw materials, those customers, and turns them into evangelists.

Everyone and everything that’s doing marketing makes qualified leads. We may not call them as such – we might call them volunteers for the non-profit, new members to the congregation, new players in the Warcraft guild – but they are.

I’m being a little facetious when I say toss out everything else – but not by much. Things like site traffic, media mentions, etc. are good diagnostic measures to tell you what’s happening with individual tools and processes, but at the end of the day, the only metric that shows you the results of your actions is the number of qualified leads that you pass on to sales to convert. For small businesses especially, marketing, sales, and service may be the same person, the same sole proprietor, but the count of qualified leads is an important number, not to be missed or glossed over.

Finally, metrics that are really trendy and popular, like ROI, are built on qualified leads. You can’t compute Return on Investment if you have no idea what the Return is, and you can’t get a Return on your Investment until you have some leads for Sales to turn into business. Worry later about ROI and worry more now about how many leads Sales has to work with.

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January 29, 2010
The iPad will be legendary for sales and marketing

Steve Jobs and gang did a phenomenal job introducing the iPad for consumers. Books! Movies! Music! Games!

…but…

The iPad has the potential to make sales and marketing people into legends. Take any sales demo you’ve ever done. Take any presentation you’ve ever done. Now take it on the road. Got a prospect you want to chat things over with in a coffee shop? Bring out your Keynote app (iWork for the iPad) and you’re showing your deck or demo on a glass 10 inch screen without all the hassle of keyboards, mice, remotes, or other crap. Just open your leather binder and show the show.

… and then …

Remember: iPhone apps run on iPad out of the box.

So you swap from your slide deck to your Salesforce.com iPhone app. You take the order right there. You’re done, and you’re on a device that looks as slick as your product or service hopefully is. No Salesforce? Use iWork’s Numbers app and fill in your order spreadsheets, or fire up Safari and complete the lead form on your web site because you’ve got 3G wherever you’ve got good mobile service.

Professional speaker? The Keynote Remote app for the iPhone will run out of the box on the iPad. Instead of squinting at your iPhone while using it as a remote for your Keynote presentations (because your laptop is tethered to the projector), you have a gorgeous way to display your speaker notes and control the show from the podium. Just slap your iPad on the podium and swipe its screen to change slides, see your speaker notes, and not miss a beat. If you’ve ever presented professionally and wished that the venue could provide a speaker’s screen, the iPad is now that screen for you regardless of venue.

Image: Engadget

Yes, you’ll be able to handle all the mundane things that iWork and other iPhone apps can do, but the large, large screen will be perfect for when you’re at trade shows, conferences, and coffee shops as a way of showing your customers and prospects all the goods you have to offer without lugging an entire IT department around with you. Anyone who’s ever hung out with me at a conference knows that I lug a server farm with me – and I probably still will to some degree, but this device certainly will make life easier for the working professional. As a bonus for conference-goers, when the venue Wi-Fi implodes – as it always does – your iPad will feed your data addiction with its 3G connection.

I can’t wait to get my hands on one of these.

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January 27, 2010
Start with a mobile browsing strategy
Everyone and their cousin in marketing is panicking about your mobile strategy.
- “We have to get our sites ready for mobile!”
- “Mobile computing is the future of the Internet!”
- “Mobile devices will be the #1 web browsers real soon!”
Some of this is true. Before you rush headlong into deploying mobile everything and trying to convert every last bit of marketing collateral you’ve got into something mobile, think. Think for a few moments about mobile. What things do you like and not like about mobile?

I’ll give you an easy one. Take a look at the FAFSA form, the financial aid form that I’ve spent the last 7 years studying, presenting, and guiding people through. This form is about 108 questions long.

No matter how good your mobile platform is, no matter how awesome or shiny your mobile device is, you will not fill out the FAFSA on a keyboard – real or virtual – that’s the size of chicklets and retain your sanity after 108 form fields. Now, will there be one or two users among your many that will try? Of course. Is the amount of time and effort needed to develop a pure mobile implementation of the FAFSA justified for those two users a year? I’d have to say probably not.

Start with a mobile browsing strategy.
1. Look at your content, look at what you have that people can look at but don’t necessarily have to interact with. That’s where your mobile work should start.
2. Use plugins for your WordPress blog – I’m a fan of the free WPTouch plugin.
3. If you have something location-based, make sure you’re set up with Google Local Business Center and have updated listings on all the major local services.
4. Check your analytics to see what percentage of users are browsing using a mobile device – find this in the screen sizes section. Look for really small screen sizes.
5. Create content with mobile in mind. Instead of giant blog posts, break topics up into sections, segments, or pieces so they can be consumed in snack size or all at once.
It’s absolutely true that mobile will be an integral part of your online marketing strategy over this year and coming years. We haven’t even scratched the surface of what’s possible. That said, the desktop/laptop isn’t going anywhere either – so don’t throw everything away for a future promise that isn’t here just yet (though it’s arriving more every day).

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January 26, 2010
Intelligence in Analytics (beta)

Find yourself overwhelmed with reporting options in Google Analytics? Not sure where to start your analysis on a regular basis? It does, after all, contain nearly everything and the kitchen sink.

Here’s an easy way to get started and a great feature to show to your team. It’s Intelligence (beta). Go to your Google Analytics, click Intelligence, and select Weekly Reports. (daily’s not necessarily all that helpful)

Now you can see major changes in your analytics data from one screen, like a “what’s new” for your data. In the example below, I can see that referrals to this site were up, as were new visitors. That tells me that folks are coming here from links on other sites. If you look on the right hand side, Google even ranks the different pieces of information by what it thinks are events of greater or lesser significance.

Click the Group by switch to change from metric to dimension – this is more or less like a simple PivotTable for the intelligence. Now, I can see that my referrals, which were up in the previous statistics, had some interesting behaviors. Their bounce rate was lower and their time on site was higher. This tells me that whatever they were coming to this site for, they found it (bounce rate dropped) and it was compelling enough that they stuck around (time on site).

Armed with this information, I can take a look at the content I created that week and any links I might have shared on Twitter, Facebook, or other places I share.

The Intelligence feature isn’t a replacement for hardcore analytics analysis by any means, but it’s a great way to start your day if you manage a web site. Intelligence will give you some initial areas to start digging into, some things to investigate as you prepare for your day.

Try it out!

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January 25, 2010
More traffic is not the answer
Over the past week, I’ve had the opportunity to have some great conversations with companies, individuals, and groups looking for my help growing their businesses (as I’ll be leaving Edvisors at the end of the month). There’s been a common question among all of them:

How do we get more traffic to X?

This is the wrong question to be asking, folks. Yes, absolutely, more feet in the door is critical to long term growth, but you don’t start fixing or improving your business at the top of the funnel.

You start at the bottom.

Which would you rather have? A web site with 1 million visitors a year that converts 0.5% of them, or a web site with 20,000 visitors a year that converts 30% of them? Everyone clamoring for more traffic says “I want the million visitors!” but the answer is the latter, in case you’re mathematically disinclined.

Fix your funnel from the bottom up. Why? Two reasons – you make the conversion engine more efficient, so when it’s time to build traffic, you can make use of it, and the further down the funnel you go, the more control over its outcome you have.

If you don’t know what your funnel is, now’s a good time to map it out. I suggest this order:
- Awareness
- Traffic
- Leads
- Customers
- Evangelists
Start at the bottom, which is evangelists, the people who love you so much that they spread your message for free on your behalf. If your product or service sucks, you won’t have evangelists. If your customer service sucks, you won’t have evangelists. Put time and energy into making a killer product and helping people make use of it, and every referral you get from your evangelists will bring gold to your doorstep.

Making customers is a function of sales. If sales can’t take a qualified lead and turn it into a customer most of the time, your sales process is broken or your sales team sucks. Ask your leads why they didn’t become customers, and fix that. Sales force automation tools can give you more insights into aggregate info about who tends to convert or doesn’t convert, but nothing beats asking the folks who didn’t buy.

Making traffic into leads is a function of marketing. You want as many qualified leads as possible – so if you’re not turning your traffic into leads, chances are marketing’s not doing its job demonstrating the value of what you have for sale, or the mechanism for conversion to a lead is broken. Are your web site forms working at all? Have you tested using things like Google Optimizer? If your lead quality is poor, are you asking the right questions and filtering out the garbage before your sales force has to handle it?

Building awareness and getting traffic is what you handle last – as said earlier, the higher up the funnel, the less you have control over the outcome. This is where stuff like search engine optimization, social media, and the variety of traffic building mechanisms come into play, and this is where most folks think you should start, but it’s where you finish.

Make sure the engine is working before you start blinging the shell of your car. More traffic without a conversion engine is just wasting your bandwidth, your resources, and your time.

Photo credit: Chris Brogan

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January 20, 2010
In the absence of other metrics

I had an interesting conversation last night with a photographer friend who said he faced a dichotomy in his work: on the one hand, he doesn’t overly care about others’ opinions, and on the other hand, he feels as though he should shoot for views as the best way of seeing how his work is being valued as he doesn’t sell his photos.

To me, there’s no dichotomy here. We focus on things like views of a photo, followers, retweets, fans on a fan page, etc. because these are the measures and metrics we know about. This is the best we have to work with, for the most part, and so valuing them isn’t wrong or crass. In the absence of other, better metrics, we value what we know.

To alleviate my friend’s dichotomy, I suggested he consider other metrics that would more accurately gauge his work – in essence, expanding what he knows about his work and how people perceive it. Sales, of course, is one such measure. It’s easy to click follow or subscribe or friend someone, but it’s much more of a commitment to open your wallet and purchase the work of an artist. You have to be much more invested in it to put up some money.

If you’re in it for the love and not the money – which is perfectly okay and good – dig deeper into your analytics. Last night in my USF Advanced Social Media course, I talked a bit about using Google Analytics to measure inflows and outflows to social networks as a way of better gauging what people are doing with your stuff. Here’s two examples.

1. Measuring outflows. Using Google Analytics’ virtual pageviews, you can tell whether that giant Twitter badge on your blog is worth keeping around. Set up links using an arbitrary virtual pageview, and every time someone clicks out to a social site or platform from your blog or destination site, you’ll know. That giant “BE MAH FRIEND” badge may be taking up valuable real estate for little value. Add a virtual page view to high value links or affiliate links as a sanity check for your affiliate reporting, too.

Example code – no virtual page view:

<a href=”https://twitter.com/cspenn”>My twitter account</a>

Example code with virtual page view:

<a onclick=”javascript: pageTracker._trackPageview (‘/vpv-twitter-text-link’);” href=”https://twitter.com/cspenn”>My twitter account</a>

This will show up in your Google Analytics under Content. Filter for the virtual page name to see how popular it is. (/vpv-twitter-text-link in the example above, can be anything you want it to be, like /omg-im-linking-to-chris-brogan for example)

2. Measuring inflows. Nearly everyone on Twitter uses bit.ly or another URL shortener to make stuff easier to share. Go the extra step and use the Analytics URL Builder so that you can see traffic from individual social links you’ve shared – and how well they convert.

Take the link to your site, blog, or destination that you were going to share, feed it to the URL builder, append some useful data (did you share it on Twitter? Facebook? is it PPC? shared to a specific user? Customize as you like!), then feed the Google Analytics enhanced link to bit.ly.

Now, when you share that link, you’ll see exactly where your traffic is coming from and more importantly, you’ll see how your traffic does on your site. You can isolate, for example, how many people from an individual tweet bought something or downloaded an eBook. It’s laborious to do this with every single thing you share, but for high value stuff, this is the way to go.

For my photographer friend, every link he places to his photos (or embedded photo on his site) should have either an inflow or outflow, and if he had some engagement metric like a free eBook download, he’d begin to know more than just views about his photos. He could see how many people went from a tweet to his photo blog to subscribe to download, and if someday he chose to sell his photos, he’d need only add that to Google Analytics to deepen his understanding of his audience.

Try out these tools and see if you can make them work for you.

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January 15, 2010
What World of Warcraft's Holidays Should Teach You About Power Blogging

World of Warcraft has in-game holidays that closely mirror many real world holidays, such as Pilgrim’s Bounty (Thanksgiving), the Feast of Winter Veil (Christmas/Hanukkah), Noblegarden (Easter), Midsummer Fire Festival (Fourth of July), and so forth.

Savvy auction house marketers know exactly what goods and commodities are needed for each holiday and have them up for auction the moment the holidays begin, often at ludicrous markups. For example, for the Feast of Winter Veil, small eggs used to cook gingerbread cookies and egg nog, normally for sale for 50 silver (think 50 cents), rocket up in price by crafty salesmen to 9-15 gold each (think $9-$ 15) for a few days until the laggards in the market realize the holiday’s on and start undercutting prices.

Here’s the funny thing: the in-game calendar is published months ahead of the actual events, in the game and on Blizzard Entertainment’s web site. Every player of the game is given in-game notices in major cities about the impending holiday. There’s plenty of time to stock up the goods you need to sell…

… but few ever do. Few are willing to plan that far ahead, to farm the eggs or deeprock salt ahead of time and be ready for the doors to burst open the moment the holiday starts. As a result, those few who look at the calendar and plan accordingly reap huge profits.

So what does this have to do with blogging? The same applies in the blogosphere as in Azeroth. Google Calendar has a holidays calendar for every nation in the world. It lets you see all the major holidays you could possibly want, for your country or others, for different religions, for just about anything that you can stick on a calendar and call a holiday.

The power bloggers can look at the calendar and decide in advance, like an editorial calendar, what should happen in the lead up to the holidays on the calendar. Do you blog about marketing? You know when Valentine’s Day is – work out now what things you want to blog about as that holiday approaches. Do you blog about history? Seems like everyone’s got a holiday about them.

Having your blog posts published in advance of the holidays ensures that search engines can index your content. Having a decent social network ensures that you can move the needle in real-time search on the day before and day of the holiday. Having time to plan ahead lets you come up with creative memes that can stick well ahead of time – you can even beta test memes and hashtags to your current followers to see who says “heh, that’s clever” or the equivalent reaction you’re looking for.

You’ve got the calendar in front of you. The holidays on it are not a secret by any means, but know that most everyone in blogging and social media is probably going to wing it at best on the holiday. Farm your small eggs and deeprock salt now so that in 2010, you can profit handsomely when the times are right.

Now if you’ll excuse me, I have to go hit some rock elementals for deeprock salt. We sold out this year, so I’ve got a year to farm for next Winter Veil.

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January 13, 2010
Fresh starts
So, a scant 11 days ago I blogged about making this year a year of playing to your strengths. Karma has a funny way of making you walk the talk, because a few days later Edvisors, the company I’ve been with for six and a half years, and I agreed to part ways. We each have different strengths, and we both want to take those strengths in different directions. For example, my love of things like public speaking, new marketing, social media, and the ever-evolving relationship between marketing and technology are areas I want to more fully explore, and those don’t always integrate with the world of financial aid as well as they should.

If we’ve worked together in my work at Edvisors, you’ll likely get an update as to whom you’ll be working with next. If we’ve collaborated in the past, I hope to do so again, especially as there are several opportunities I’m looking at for my next move that promise increased collaboration and exploration. I’ll still remain connected to financial aid here and there; for example, I’ll still be presenting at College Goal Sunday at the end of the month.

As this transition progresses, a few things are on my mind:
- Six and a half years is a lot of unwinding. To the extent that your marketing or media product/service/system can make transitioning roles easier, faster, cleaner, and less painful, please always plan for those eventualities when you’re designing product or slinging code. I’m running into an issue now where Google Analytics does not let you transfer analytics from one account to another; the workaround is to remove access for a certain user on a site by site basis, but this is obviously much less than ideal.
- Sorting out and separating personal from professional is harder than ever, because professional things can easily bleed over into personal and vice versa. Amber Naslund pointed this out recently in a post about boundaries. Where do you, the person, and your work begin and end? The catchphrase in social media last year was “be human”, but there’s also the quandary of when the human and the company need to part ways, who gets what in the divorce? I’m approaching by area of focus. Work I did that relates to Edvisors’ core mission is clearly theirs. I’m fairly certain they don’t want my Warcraft videos or coffee roasting techniques guides.
- A corollary is to explore, but keep your home base strong, sage advice from Chris Brogan. Six and a half years ago, YouTube, Facebook, Twitter, and social media weren’t more than vague ideas in someone’s mind. Now, having a personal brand that incorporates what you do professionally but isn’t married to your professional life is more important than ever. Companies change. People change. Markets and economies change. Life changes. If you aren’t doing at least a little work to ensure that you exist outside of your work, then the day will come when your work will vanish – and you’ll have that much more trouble getting resettled. Invest at least a little time in yourself and your reputation now to provide for unforeseen contingencies later.
I’m eager and excited about the fresh starts ahead. There’s so much opportunity, so many different ways we can make a difference together. I’m ever thankful and grateful for everyone who subscribes to this blog, who listens to Marketing Over Coffee, who has stayed in touch on Twitter, Facebook, and LinkedIn over the years. I can’t wait to see what the rest of the year will bring.

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January 11, 2010
What RoboCop Can Teach You About the Dangers of Social Media

Fans of the original RoboCop movie remember all too well the searing disappointment with its two sequels. The original RoboCop movie was bloody, intensely violent, dystopian, and wonderful to watch as we saw nearly-deceased police officer Alex Murphy wreak vengeance on his would-be killers and try to find his humanity again inside his robotic self.

The first RoboCop movie was a box office success, which immediately activated the sequel machine. In the following movies, producers largely made the human story a subplot to lots of shooting, lots of gadgets, and even more gadgets. I can just hear the conversations in the executive suite now…

“RoboCop needs more cool somehow… I know, to jazz up this franchise, let’s give him a jetpack! The kids will love it!”

What made RoboCop successful wasn’t the gadgets. It was the stories, the fairly complicated subplots in the original that were abandoned for larger explosions and more gadgets in the sequels, which did increasingly poorly at the box office.

Your social media efforts aren’t so different.

Rather than looking for the next big thing, the next shiny object, the next bit of wizardry to spruce up your social media presence, stop for a moment and assess what has given you success so far. If you’ve achieved any level of success, a good bit of it is likely from your human efforts, from your story-based work and not the social media equivalent of rocket backpacks.

As you assess your social media efforts for this year, put aside the platforms and technologies for a little bit and look at what stories you are currently telling, what stories you plan to tell, and how your audiences and communities will receive those stories. This year, I’m certain the platforms will change. Stuff that’s hot right now will be less so, and there will undoubtedly be newer, shinier things.

Had the producers of RoboCop’s sequels left the gadgets behind and focused on the story of the human beneath the machine, they might have made even more box office gold. Don’t let the same fate happen to your social media efforts. Forget the gadgets. Bring out the human behind your social media machinery and tell those stories instead.

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January 10, 2010

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