Oct
29
2008
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Great Quote

“Brands are like bank accounts—either you’re making deposits or making withdrawals.”

– Christie Hefner in Octane Magazine

Renee Solomon | Principal & Chief Creative Officer | Soloflight Design

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Written by soloflight in: Marketing Perspective |
Oct
28
2008
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What Every Marketer Should Know

Ever heard of Seth Godin before? He’s the best-selling author of marketing books like “Permission Marketing” and “Meatball Sundae.” I’ve heard him speak before and think what he has to say is pretty interesting. So when I ran across his 10 tips every marketer should know, I thought I’d share them.

  1. A product for everyone rarely reaches anyone.
  2. Cheaper is the last refuge of the person who’s not a very good marketer. It’s a short-term hit, not a long-term advantage. Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
  3. Marketing is the way your people answer the phone, it’s the typesetting on your bills and it’s your returns policy.
  4. If you’re marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it’s an investment.
  5. Advertising is a tactic. Marketing is about far more than that.
  6. Good marketers tell a story. Effective stories match the worldview of the people you are telling the story to. Living and breathing an authentic story is the best way to survive in a conversation-rich world. Reminding the consumer of a story they know and trust is a powerful shortcut.
  7. Conversations among the people in your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
  8. People don’t buy what they need. They buy what they want. What people want is the extra, emotional bonus they get when they buy something they love.
  9. Business-to-business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
  10. Marketing is not an emergency. Marketing begins before the product is created. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.

While I think some will get more out of this list than others, I feel #6 is universal. Whether you’re launching a new product or managing a custom publication, telling the right story is crucial. Engagement through storytelling is always something I’ve put an emphasis on, and we’re starting to see clients buy into it more and more. But that’s a topic for another time.

Renee Solomon | Principal & Chief Creative Officer | Soloflight Design

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Written by soloflight in: Marketing Perspective |
Apr
29
2008
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Tips For Effective Pay-For-Click Advertising

As we look at redesigning and reintroducing the Soloflight website, I’ve started to think more about search marketing and how it can drive traffic to our site. I do a good bit of cold calling to promote the agency, but another promotion tool never hurts. Especially since I don’t really enjoy cold calling.

So in my efforts to get more people to our site, I’ve done some research on how to have the most effect pay-per-click advertising. Here are a few things I’ve learned about maximizing effectiveness:

1. Choose relevant keywords.
Don’t pick keywords based on their popularity alone. Make sure the product or service being advertised would interest someone searching for the terms you’ve selected. Be sure to use your product or service names as keywords as well. To capture additional traffic, always include misspellings, typos and plurals.

2. Combine multiple words to create relevant phrases.
Attaching modifier words and locations to keywords is an effective way to increase ROI. In our case, we might run “smart design” or “Design In Atlanta.” Also, use natural language phrases such as “where to go for ___________.” Natural phrases will not likely drive high volumes in clicks, but they are more likely to convert to a sale.

3. Write relevant copy.
Ensure that copy closely ties with the search term. You might even want to consider including the search term in the copy at least once. But don’t deceive when matching content to keywords—that results in more clicks, but not more business. When appropriate, mention offers in the copy as a means to lift response. Another smart strategy is to continually test new copy to see which works better.

4. Link to a relevant page.
Send the searcher to the page that supports the term they just searched. For example, with the term “custom publications,” we’d link the customer to the page about customer publications, not our home page.

Just in case you missed the common theme that tied all these tips together, relevancy is the most important element of pay-per-click advertising. Ignore relevancy and you’ll be frustrated with low click-through rates and an unprofitable campaign.

Renee Solomon | Principal & Chief Creative Officer | Soloflight Design

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Written by soloflight in: Marketing Perspective |

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