I have spent the last year working with an image powerhouse. The power of images is great, an untapped source of traffic for sure. I am a search marketer that is all about the conversion, but if all you want it traffic, images are just awesome and long tail. What’s just so sharable? Images. Why do you think we take data and make it pretty (ala infographics)? People love images. The most recent, not sure if it’s really the brain child of Paula Holmes Crimm, but maybe.

Shared almost 2k times as of 5:12pm CDT

Really. How freaking cute. He/She let the dogs out. Took claim for the apparent mess it caused. You just want to kiss that puppy and the share it with all of your friends. I saw it this morning, reshared it, and 5 of my friends have done the same and not all from me.

Now the image search for this image. I figured “I let the dogs out” would do it.

Alas no. I may be wrong in the search or it might just not have been shared outside of FB yet. Therefore, Google hasn’t seen it. So I’m posting it. With good alt text and image name. Let’s see what happens and if I can get some traffic from it. </SEO>

Take Away for Search Marketers and Businesses

This small picture is being shared. There is no commerce behind it, no linking scheme, just an image. So I want to impart something I have seen as I’ve developed client infographics and link bait, don’t make it about you. Make it about users, your target market, the everyday user, the facebook user, whoever you want to see and share your content. Make it about them and they will share it. This does not have a 100% success rate (meaning making “viral linkbait” is still not possible to just create) but it does help get to the heart of the user and that might transfer down to the tip of their “share” finger.

Letting the Dogs Out: Image Search is a post from: Kate Morris

Dear ModCloth,

I love your Facebook ads, they are one of the few that work for me … repeatedly. I even bought one once, took it with me to Mexico and it was even borrowed from a friend! Great stuff.

On the left, myself and Lauren Polinsky. To the right, Kristy Bolsinger wearing the same Plum Role Dress.

 and 

There is an issue though. Those ads … they feature pretty dresses that catch my eye. I click … and am taken to the dresses page. The dress I loved is NOT THERE. I have to search for it.

Example

Landing Page:

No pretty blue dress. *sad face*

How to Fix This Issue and Sell More Dresses

Talk to your developers. Find some way to land on something like this:

Or the product page (bonus you have suggested other products!). Maybe retrofit the landing page to be the product page but rather than suggested accessories, you suggest other dresses. Or add a call to action at the top of the page “see other dresses” or something more catchy.

Thank you for your time,

Kate Morris

PS I do love your products. Ordered another one the other day. But please make it easier!

Thanks to Lauren Polinsky for the photos from a great trip!

Sell me this dress ModCloth! is a post from: Kate Morris

But I digress. What this post is really about is the paradigm to reward those customers that bitch, moan, and complain loudly. On the internet and in search marketing, companies spend thousands of dollars dealing with unhappy customers. In many instances they ignore the customers that could potentially make them more money in the future by being advocates.

During my stay at the Marriott, my first night was met with very little sleep. My tweet stream shows the progression of annoyance. In short, there was a wedding … and the people staying on my floor were very drunk.

Okay, I didn’t mention Marriott here, but there is the first indicator.

There is the main mention. And I’m defending them. I mean it’s not their fault that there are annoying people in the world right? Right.

Rant continues … and yes, Josh Groban makes me happy … and calms me down.

A friend notices, and at this point I am pissed.

And now more so … that was the last time someone knocked though.

And now still sticking up for them. What do I hear in return from this on Twitter? Nothing. I mention it to the front desk the next morning and they apologize. But it makes me wonder, if I had ranted, raved, and made a scene … could I have gotten a free night? Upgrade? I hear about people doing this all the time but can’t bring myself to do it.

Here is my point though.

Scenario 1: A customer complains of noise, yells and screams, and demands an upgrade to another room.
Typical Response: Giving what this customer wants to silence their negativity. The irate customer is silenced never mentioning the event again.

Scenario 2:  A customer gets upset but understands. Mentions the incident to the company.
Typical Response: They get an apology.
What should happen: In addition, they are compensated with a free night, spa treatment, or even just a few free drinks.
In Return: They then spread the word to friends, family, and maybe even online.

Word of mouth is the highest trusted form of advertising there is, so why not give up a $100 to a customer that may make you thousands in return? Think on that. </rant>

Rewarding Good Behavior is a post from: Kate Morris

Guest Post from Lingo24

The growth of the internet means it’s never been easier to reach a truly global market. Your products or services are now accessible to anyone with internet access from Birmingham to Beijing but just because the potential for reaching a new audience exists, that doesn’t mean the connection will be made without properly localizing your approach for your multilingual market.

Geographical barriers might not mean as much these days, but linguistic and cultural barriers remain. English is still the single most widely used language online, according to Internet World Stats, but it’s the native language of only 22% of web surfers. Consider also research showing that the majority of multilingual internet users place more trust in websites written in their own native language, and it’s apparent that a multilingual approach to online marketing is essential.

Targeting your market

The first thing you have to decide is whether to target markets by geography or by language. It may well be cheaper and easier to target several territories that share a common language – for instance, Spanish will provide accessibility to users in Spain (naturally) as well as vast swathes of South America, while French will provide inroads within France, Switzerland, Belgium, parts of Canada and former French or Belgian colonies such as Senegal and Gabon.

You should bear in mind, however, that linguistic usage can vary tremendously from one area to the next. Just as the English spoken in England, India and Australia varies in vocabulary and especially colloquialisms, so does the Spanish spoken in Spain and Latin America, and the French spoken in France and Quebec.

If targeting by language, you should ensure that all content is understandable across the board and avoid any culture-specific references and jokes that might not translate. Targeting individual markets by country will help you avoid losing your message in translation – and it also opens up a number of marketing and SEO options.

Country code domains

The algorithms used by Google and other search engines take location into account, so investing in a separate country code top level domain (such as .de for Germany or .fr for France) hosted in the target country for each localized version of your website will considerably boost your rankings on Google other local competitors.

If you decide to have a single top level domain (such as www.example.com) you should at least set up separate subdomains or subdirectories for each localized version of your site. An example of a subdomain would be de.example.com and a subdirectory would be example.com/de/.

Google’s Webmaster Central blog advises that you keep your multilingual content separate – don’t mix languages on one page – to avoid confusing Googlebot. [Editors note: This is not true in all cases. You could technically have a Canadian site and have French and English user generated content on the same page.]

Handily, the same content in different languages is not considered duplicate content for listing and ranking purposes – and Google also has a Geographic Targeting tool in Webmaster Tools that allows you to specify particular geographic targets for different subdirectories or subdomains – so your Indian subdomain, for instance, can have its location set as ‘India’, and it will be turn up in the results when web surfers in India search for your keywords.

Keyword research

There are several ways to translate your content. The most effective is to employ the services of a native speaking translator, but if your budget does not stretch that far, then you could also use machine translation for content which is not business critical.

Regardless of whether you opt for machine translation or a professional to translate your website content, though, you should never rely on a straight machine or dictionary translation of your keywords.

This is because synonyms, colloquialisms, abbreviations or alternative terms may be the more popular keywords in any language. By all means use the direct translations of your English keywords as a starting point, but be sure to thoroughly research the alternatives in each target market. This may involve a brainstorming session with a native speaker from that country, and should definitely involve using Google’s keyword tools to check what results each keyword yields in that market.

Either way, multilingual SEO is an ongoing process of researching and refining, just the same as English language SEO, but if you’re willing to invest the time and money in expanding your market with localized multilingual websites, then the rewards can be beyond your wildest dreams!

About the author

Christian Arno is the founder and Managing Director of global translation and localization agency Lingo24. Launched in 2001, Lingo24 now has over 4000 specialist translators worldwide, operations spanning four continents and clients in over sixty countries.

Contact Lingo24 with a translation request mentioning www.katemorris.com before 30 October 2010 and you’ll receive a 10% discount on your first order.

SEO for the world – thinking beyond English is a post from: Kate Morris

In a global and Internet-based economy, they [brands] build trust and reinforce value.

- Strategy: A View from the Top

Are brands dead? Have we killed traditional marketing? Are newspapers dead? Will television ads die?

In a simple answer: No. I wish I could say that this topic has been beaten to death (it has, really) but people keep bringing it up. With the influx of buzz around new media (read: social media and online marketing) there is always talk of how it’s ending everything. It’s not.

Instead, new media is bringing us back to our roots, marketing roots that is. We are leaving a world where we pushed out messages to consumers trying to catch the ones that were interested in our products, and maybe converting a few more. Consumers had little say in what messages they received. New media is giving that power back to the consumer.

The new marketing world is one in which consumers have a say, and marketers get to talk to those that want to hear from them. Word of mouth is more powerful than ever before. As marketers, we get to participate and help our brand advocates in their mission. This new world is one in which the best products win. You have to stand out to win. To get people talking about you, the “box” cannot exist.

So brands are not dead, in fact in this “new world,” they are more powerful than ever. Build your brand, talk to your customers, foster relationships – it’s these things that build trust. Your brand is what carries trust from one customer to another potential customer. Take the right amount of time to build that up.

Brands=Trust is a post from: Kate Morris

Raven Team

A few weeks before PubCon, Jon Henshaw sent me the coolest shirt ever. I had the honor of getting a limited edition PubCon shirt before everyone else. I was stoked. Raven shirts are awesome. This one was much more so. They are always really comfortable and well designed.

Raven PubCon Design

Note the name of the designer. None other than Jon’s wife, Kathryn (awesome name spelling btw).

The issue with these shirts is that Raven didn’t make many. They ran out fast once they started giving them away, but I have a surprise. I have an extra one.

How to Win a Limited Edition Raven Tools PubCon Shirt

So it’s the guys shirt (read: Green) in XL. Sorry you don’t get to choose the size. This was a bonus shirt that was magically left over.

So to win the shirt, you need to comment on this post or write a blog post about what about Raven Tools is your favorite. Anything. My favorite comment or blog post will win. Don’t have a favorite because you aren’t using Raven? Umm, free 30 day trial much?

I’ll mail you the shirt and if you send me a pic, I’ll post it here. You have until Thanksgiving, November 26, 2009.

Raven PubCon Shirt Giveaway is a post from: Kate Morris

Many online shoppers have been realizing that they can search for discount codes before they shop, or while they are checking out. Well, the savvy shoppers know how to do it. But what about everyone else? Why do some retailers make it so hard to find coupons, which might boost their sales, in favor of those who just purchased?

It seems that some sites get it like Kinko’s and Victoria’s Secret:

And some don’t. They send you emails afterwards, or time out your cart while you are looking. That’s a lost sale! Be open and up front about your discounts, if you can offer them, and I promise, conversions will go up! The economy might be recovering, but you are still going to have to work for that hard earned money people are spending!

Gab Goldenberg wrote this guest-post on behalf of PromotionalCodes.org.uk, who have coupons for Boots and for Dixons.

Shopping Sprees and Discounts is a post from: Kate Morris

As we argued about the fairness of the perception, none of us debated the fact that it is a reality. Hell, if I could have gotten my MBA from Texas conceivably, I would have. But there were three things holding me back, cost being the major one. It costs upward of $90k to get a Texas MBA. It’ll cost me total maybe $15k including books to get an MBA from Texas State. Major difference there, and I have had minuscule corporate assistance.

But the argument that we are getting less of an education is completely relative. As I have explained before, I am getting an MBA because it is a goal of mine. I believe it will assist me in my personal goals, but does not make me a better marketer than someone else without an MBA or even a Bachelor’s degree. I know scores of highly intelligent people that graduated from the school of life. These people teach me things everyday, they school me even, and have never stepped in the classroom of a major institution.

So when it comes to a formal education and its value in the business world I compare it to driving a car. My analogy goes like this: Take two drivers. One in a Audi R8 (see below for other really hot cars) and the other in a Mustang Coupe (yeah … I love Mustangs, quiet), $114,000 and $21,000 respectively. Major different in price and performance of the core product. We all know that by just the product standards, the Audi could take the Mustang any day.

Any sports car driver will tell you though, it’s not the car that makes the difference, it’s the driver and what they do with what they have. Any good auto fanatic with the right experience, product knowledge and patience can turn any base model car into a demon. It’s the passion and dedication of the driver that determines how it will perform on the track and on the road.

It’s the same with an education. It’s not about the base education, it’s about the person and what they do with what they have been given. Most of the people I have ever worked for and respect are those that did their own thing. Getting an MBA or any degree for that matter does not entitle you to more money or respect. Use what you do and learn, no matter where that is, to make a difference and earn the life and respect you are looking for.

P.S. Other suggested cars to use as an example from my friends on Twitter. Thanks guys!!

• Bugatti Veyron
• Nissan GT-R
• Lamborghini Reventon
• Lamborghini Diablo
• Porsche Carrera GT
• Saleen S7
• Aston Martin V12 Vantage
• Ford GT
• 1968 L88 Convertible Corvette

Value of Education is a post from: Kate Morris

Today was the first of the two day eMarketing Summit put on by Innotech in Portland, Oregon.  As hard as I tried to talk Kate into visiting me so she could cover it herself, I just couldn’t tear her away from her beloved job and (maybe not as beloved) school work.  So please try and hold back your disappointment that this is not Kate blogging and I will try to deliver at least a mildly palatable read.  I’ll be covering more of the sessions over on my blog. But here I’ll limit myself to the opening session.

This first session was presented by James Rice and Mike Caplan of Ascentium titled “Experience Strategies: Maximizing Customer Engagement.”

They carried us through the progression the online world has taken in terms of usage and impact as well as covering strategies to manage the current climate.

One key concept that really came through was the fact that brands used to market to the customers and tell stories.  Today, the customers and the marketplace are helping to write these stories alongside marketers.  Brands have emerged as ‘flags’ of one’s identity.  Individuals use their brand associations to create and identify with lifestyles and peers.  Once, consumers were targeted strictly through demographic and psychographic means.  In today’s marketplace, where individuals have created micro-identities through their use of Web 2.0, a different set of strategies must be employed to gain their attention. And attention in today’s environment must lead to engagement in order to translate in a meaningful way to your brand/company/bottom line.

The first step to employ in gaining attention and moving towards engagement is to listen.  Understand how they want to and do express themselves as well as what triggers their level of receptivity.  Whether or not you choose to listen, consumers are having conversations about your brand, or at least your industry.  Take time to listen to what they are saying.  By listening you can grow to understand their actual needs and wants.  Another important thing to remember as well, is to listen to your competitors.  Among many benefits is the ability you will have to create a competitive advantage if you’re able to leverage what you are hearing.

The second step is the ‘acquisition of awareness’.  This can be done in a variety of ways.  One of the most popular methods currently is through social media usage.  But, be flexible.  Facebook most likely won’t be the ‘main’ social media platform in 18 months so be aware.  Advertising is another method of acquiring awareness.  They pointed out that until someone figures out how to tell a story without using the “30-second spot” that advertising will not go away.  It will continue to be a part of the landscape.  So, use it bravely, creatively and most importantly, relevantly.

The third step is to retain their attention through utility.  Provide them with value.  Provide them with a reason to look at you as a resource rather than ‘just’ another company.  Do your best to offer value beyond just a product.  Think back to your value proposition.  Where and how are you adding value?  Can you leverage any of this to become utility?

The fourth step is all about stimulating advocacy through customer commitment to your brand.  If your are consistently listening, offering utility and treating your customer well this will breed commitment to you.  This commitment will turn them into advocates for your initiatives, products and image.  Evangelism is another commonly used term for this third phase.

The fifth and final step is: Listen. Listen. Listen. Yep, you read that right. We’re back at step one again.  In order to maximize customer engagement you must maintain an infinite loop of all of the above.  Lather, rinse, repeat or so they say. [reminds me of Head and Shoulders for some reason - weird]

There are surely many tactics for each one of these elements.  How you tackle these objectives and adapt them to your organization is up to you.  But if you are listening, acquiring awareness, and providing utility to your customers, the level of commitment and engagement you will receive from your customers will surely increase.  Go forth and don’t forget to ask yourself in everything you do: How is this SERVING my customers?

Maximizing Customer Engagement is a post from: Kate Morris

Just a Tool

One chapter called “Generic Customer Service Isn’t Enough Anymore” explains how customer service cannot be a process. Signing a generic thank you letter and expecting that to be enough doesn’t fly anymore. Your CRM system, like your PPC management systems, is just a tool. At the time of this book’s publishing social media had nowhere near the strength it has now so they couldn’t have made the same connection. However, the same thought was there. It’s the people that matter when the customer is making the purchase.

The power of a brand lies in the people representing the brand. Social media today is a tool to help online businesses get up to the same level as the brick and mortar stores by putting that personality to the brand. Social media platforms like Twitter allow a company to reach out to customers in both good times and bad. Some companies have figured this out, most haven’t. It’s about the relationships you build, the responses you give, and the dedication you show to the end user. It’s putting the customer’s satisfaction first, at any cost to you. Go out of your way to meet your promises and the reward is more than any marketing push that can ever be designed.

What the authors state is that a big brand has the upper hand in almost everything to do with that product. They have more revenue to spend more on advertising. But guess what? Advertising isn’t everything. While advertising is the push, it’s the relationships that make the difference. At this point,  most internet marketers would go into how you have to focus on social media and customer service, but this post has another purpose. Just as search engine marketing is a balance, marketing is a balance. When your company starts a new online marketing push, remember one thing: traditional advertising is not dead.

Creating Interest with Traditional Media

Someone asked me recently, “How do I get more impressions? No one is searching for my product!” The answer was simple: advertising. Word of mouth is always going to be the most trusted and cheapest form of advertising but it is so hard to come by, even with social media. People still have to learn about your product. You have to be able to tell them that you have something to solve their problem. Advertising is still one of the only ways to get a new product in front of consumers.

So we aren’t a captive audience anymore. It’s harder to get the consumer’s attention, but does that mean you should give up? No! Utilize everything you have. Don’t get singularly focused on the “new” area of marketing, thinking that is going to solve all of your problems. Marketing is a whole strategy and for it to work at it’s best, each part has to work with the others. The whole is always going to be more valuable than the sum of it’s individual parts.

Go For It

Don’t discount traditional media just yet. Focus your precious marketing dollars on a whole package. Get people interested by finding the people that will be interested and be where they are. Marketing plans are not one size fits all. Be creative. You’ve got that great idea, now shout about it to the world any way you can. Go for it all.

The Cycle of Marketing is a post from: Kate Morris