The CEO Guide to Internet Marketing
Takeaway notes from an AMA sponsored webinar. By Aliza Bornstein, copywriter, Melissa Data
Who moved my chustomers?
No, that’s not a typo. It’s a rip on “Who moved
my cheese?” There’s a lot of changes going on in
the way people shop and learn today, and marketers
need to match the way they market with the way
people now shop and learn.
There are a couple of big changes going on that are
really impacting CEO’s and marketers. The first big
change is that fundamentally, outbound marketing is
dead. People are sick of being marketed to and have
gotten really good at blocking spam in their email,
screening phone calls with caller ID, using Tivo/DVRs
to skip TV commercials, etc.
The second big change is the fundamental way people
shop and learn seems to be shifting. They spend more
and more time on Google, Yahoo!, Twitter, Facebook,
TechCrunch, etc. They are also turning to bloggers
and their favorite knit industries instead of
traditional outbound marketing. Therefore, marketers
need to turn their Web sites into a magnet to pull
prospects in with inbound marketing. 99 percent of
marketers haven’t made this adjustment—and the
earlier they do it, the better off they will be.
So, lesson number one is to really think deeply
about your product and make sure it’s remarkable
(and unique) so that other people are remarking
Step-by-step new marketing
Step 1: Create a remarkable product
Your product must be unique and interesting.
Leverage and pull people in by creating lots and
lots of content—Blogs; podcasts; videos; webinars;
presentations; eBooks; news releases. Think like a
publisher and crank out the content.
Step 2: Optimize the content you created
Write very catchy titles and keywords (like
marketing tips) that are relevant to your business
so that it’s found in Google and by your readers.
You also need to optimize your content for social
Step 3: Once you’ve optimized the content, you
have to promote it
If your content is great, other people will spread
it for you, but you have to start by planting the
content on social media sites to be picked
up—YouTube; Twitter; LinkedIn, Blogs; Facebook Fan
pages; StumbleUpon. By syndicating your content on
all these channels, you are leveraging your platform
to get viral growth for your interesting content.
Step 4: Once you’ve got them, give them something
Once you have people at your Web site, you need to
give them a valuable call-to-action. A VEPA
(Valuable; Easy; Prominent; Action Oriented)
call-to-action should be visibly centered on your
homepage for your prospects. It can be anything from
a free white paper to download, to a free 15 minute
consultation about your business, to a free software
download. It must be something valuable that’s going
to convert people that land on your Web site or blog
so you can turn them into qualified leads.
Step 5: Measure the results
Look at each campaign and test to see what the shape
of your funnel is six months into your campaign. Mix
in your blog, Web site, and social media marketing.
Measure outbound and inbound marketing side by side,
double down on what’s converting into customers, and
divest in what’s not working.
The new marketing team
The profile of a new marketing team can be
identified as DARC (Digital Natives; Analytical;
Reach; Content Creator).
Digital Natives: People who grew up with high-speed
Internet access work and interact very differently
than people who didn’t grow up with high-speed
Internet access. They are much faster with the
Internet and curious in general. Digital natives
love all things Internet related, have their own
blog, subscribe to RSS feeds, etc.
Analytical: There is so much data to analyze,
and so much to look at, that you want someone
analytical on your marketing team who can look for
counter-intuitive insights in the data and help make
better decisions as a marketer.
Reach: Hire someone who has a strong Twitter
following and a blog presence—someone with reach.
When you hire someone with a lot of contacts, you
pull in their entire network as well.
Content Creator: Think half marketer, half
publisher. As you’re looking at a new marketing
canvas you want to have a content creator on your
Internet economics for CEO’s
On the Internet, no one knows who you are. The
Internet is great for CEO’s and other people trying
to start a business. If you’re smart and creative,
it’s a great time to start your business and spread
ideas. 10 years ago, if you were trying to start up
a company, you had to spend a lot of money on PR and
advertising to spread your word. Today, it’s very
different. You don’t have to spend a bunch of
money—you have the Internet at your finger tips and
all of social media at your disposal! Your idea or
service will spread by word of mouth—but only if
it’s remarkable! If you’re smart and creative, it’s
a great time to start your business and spread
As a marketer, at the end of the day your job is to
spread ideas—and there’s never been a better time to
---Source: American Marketing
Association webinar on Jan. 26, 2010 (www.marketingpower.com).
Keynote speaker Brian Halligan is CEO of HubSpot.
Reach him at firstname.lastname@example.org
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