Archive for category Tactic
Sorry, with WordPress.com at this time it can’t be done.
WordPress.com Is Great
Firstly let me say that I love WordPress.com. It is now my platform of choice for introducing web sites with web content capabilities to small companies. Many of my clients are Mom & Pop shops, small non-profits, or small for-profits with less then 50 employees and no IT staff to speak of. They might already have a site, but haven’t updated it in years. They don’t have the discipline in place to update their own sites on a regular basis, let alone a web development package to update their legacy site.
WordPress.com becomes a great inexpensive proof of concept tool. I can show the staff how a web site should be updated, by the staff, as frequently as needed. I can remain an admin to their site so I can fix any minor problems that occur or answer any questions on capabilities or limitations. If the client sees results that prove valuable, I can then walk them through the analysis of moving to a hosted WordPress.org site or a custom built site from scratch. (You can guess which one usually wins.)
I like WordPress so much I’m in discussions with the college I teach at to use WordPress.com and a WordPress.org installation for a CSS and Advance CSS class I want to teach.
Marketing Shortcoming – Stats
If there is one area that vexes me while I am navigating my clients through the proof of concept is the lack of decent stats. WordPress.com provides the basics: Page Views, Referrers, Top Posts & Pages, Search Engine Terms, Clicks.
Items I would love to see:
- Geo specific information – to help identify where geo targeted PPC advertising might be most effective.
- Path Analysis – I want to understand if they stay for more then one page then where are they going.
- Entry / Exit Stats – which pages are the stickiest, which exit pages do I need to work on.
- Time Spent Stats – I love to understand what’s working and what’s not. Outliers are the most fun!
- Time of Day Stats – When is my site being visited the most, this might affect my PPC spending habits.
Possible Statistic Solutions
I’m sure WordPress staff have heard all this before but I want to add my two cents. For anyone that uses some of the different log analyzing tools out there this is nothing new. The following seem reasonable to me:
- Upgrade Existing Default Package – maybe there is a add-on which could be implemented for WordPress.com that would bring it up to modern marketing times
- Google Analytic Tool – possibly some hitch in ‘Tools’ or ‘Settings’ that allow someone to put their unique site id in a field and WordPress would fill in the blanks behind the scenes.
- Log Export Utility – either on demand or on a timed event the site logs would be sent to the admins so they can manually run the logs against their own log analyzer (webalizer, etc.)
Even with the stats shortcoming I still would use WordPress.com as a starter web site for smaller clients. The ease of use and the fast indexing of content by Google make it a very strong tool to begin the processing of understanding exactly what your company needs.
PS. I’ve gone round and round on changing the title of this post to be more gracious to WordPress.com but I got the idea from the DailyPost.WordPress.com so I wanted to keep the “List three countries you’d like to visit, and why you want to go.” question theme alive in my post by focusing on the 3 top countries that visit my blog. Since I could not answer that question, this post was created.
How do you handle risk? Are you aggressive or passive with your campaigns? Do you think your job is to mitigate risk? Do you believe success is bred only when you instigate risk? Recently I read an article by Joseph Jaffe called Rewarding Risk and it made me contemplate how we think about risk, or rather how we should be thinking about risk.
Now I must be honest, Mr Jaffe is advocating risk in his article. He’s also writing for the United States Postal Service magazine and suggesting that companies be more aggressive with their direct marketing, and from this I assume their mailings. There is nothing wrong with that, but I want you to consider risk in a different light.
The Constant within Change
In times of change, risk is the only factor that remains constant. In today’s uncertain times, how you perform your role as marketer could be an important aspect to the success or failure or your organization. Doing nothing allows a competitor to act and take a position within your space. Taking aggressive marketing actions could cause you to dwindle your reserves and leave you weak when you may need to react to a competitor’s aggressive move.
So what is the answer? Do we focus on playing it safe? Do we become very selective in our approaches and try a minimalist approach until the economic times improve? Here is something I want you to consider.
The Mitigator Statues
OK, so how many are there? Someone point them out to me. Show me the place where we honor those fallen heroes of avoided risk. So how many statues, monuments, renamed schools or streets, plaques, or even little plastic trophies are out there for the following:
- kept their company safe from spending money that might not have been needed
- avoided a trip that may have been a disaster
- Kept a department happy and safe by avoiding the potential of failure due to a tough project
- never got fired because you refused to stick your neck out for something you thought was right
Let’s face it. We don’t honor the people who avoid risk. We like to keep them around so we have reminders of what not to be, but we don’t honor them.
I think Karl von Clausewitz stated this best:
“Some statesmen and generals try to avoid the decisive battle. History has destroyed this illusion.”
Practice Marketing Warfare – Darwin’s survival of the fittest living out right before our eyes. The customer wins when the strongest company, product, or service survives and walks off the battlefield.
Fail Often, Fail BIG – If the next project you work on isn’t making your stomach churn with acid reflux because you have it all hanging out there, then quit marketing and join a PR firm. I hear they love working on Risk Mitigation.
Continuously Improve Yourself – never think you know it all. Never stop reading. Never stop going to school. Never stop teaching. Never stop!
Narrow Your Focus – apply your strengths and talents with the greatest possible force on the target or objective at hand. Go into every assignment with a superiority that assumes you will succeed.
“Far better is it to dare mighty things, to win glorius triumphs, even though checkered by failure… than to rank with those poor spirits who neither enjoy nor suffer much, because they live in a gray twilight that knows not victory nor defeat.” – Theodore Roosevelt
Jaffe, J. (2008, November). Rewarding Risk. Deliver, 4, page 5
Catching up on my reading. I got tired of reading on the screen so I switch to print for a while. I get some of my best ‘what-if’ ideas reviewing the metrics posted in periodicals or polls. This number caught my eye:
Percentage of Online Adults Who Download Digital Media
43% Download digital media
57% Do not download digital media
This tells me there is an opportunity to flank a lot of business with an untapped user base. Not only would a company have the position of introducing something new to a large audience, they would have them as a captive audience for a little while.
Source: Metrics (2008, November). EContent, 8
This post is an attempt to create dialog around the marketing aspects of political life in the US. It is also my attempt to better understand the situation because several facts don’t seem to make sense about this failed bailout bill. I want to see how people would work their way out of this problem.
These are the facts that are not in allignment with all that I am seeing on TV and reading on news sites or editorials about this failed bailout bill.
- The Democrats hold a majority in the House and Senate and thus control which bills will be worked on and when
- The President is currently on the same side as the Democrats on this issue. The likelihood of a veto is very slim. The bill would have to be very one-sided for that to happen.
- The Republicans, being in the minority, could not stop this bill without looking very bad so are left with procedural tactics at best.
- The news organs and politicians in both parties are constantly crying that the public wants this bill and wants it turned into a law now.
So the enigmas running around in my mind are this:
- Why couldn’t the Democrats simply ram this failed bailout bill through last week?
- Why didn’t the failed bailout bill pass with all the reporting hype that has transpired in the last 2 weeks?
So now to the failed bailout bill discussion:
- You can pick any interested party in this situation you desire
- You must provide an actionable item in your comment. This could be part of a plan or campaign but it must be focused on reaching an objective.
- Name calling only or a post that lacks any action items or suggests doing some illegal or unethical will be removed in the moderation process. Sorry this is not meant to be a venting ground, we want to focus on marketing plans.
Based on the sample size this discussion brings, I will try and have a follow-up post on this topic.
Jott Thought: RSS usage and knowledge. 88% don’t know what RSS is. listen
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Expanded Thought: This is among US Employees. This would be a great niche to fill as a flanking marketing tactic by a service providing RSS Readers or RSS Add-ons!
Source: Workplace Print Media, August 2006; MediaBuyerPlanner, August 2006
The ROI Hunters were challenged to come up with a green marketing campaign. The rules of this little contest were simple: Use three magazines to generate ideas and then create a campaign for a client category we currently have. We chose the hospitality industry, of which we have one non-profit, a religious retreat center.
As you can image, we subscribe to many periodicals that our clients either receive or we believe help us stay on top of our client’s sector. As chance would have it, the first magazine we picked up from the stack produced some results. We got our ideas from this one source which we’ve listed below at the end of this post.
Promoting a Green Event
Green Golfing Campaign. Even though the authors of the golfing article took the negative and wrote on this, we looked at this data and said “to some level or degree, 63% corporate planners will consider events with golf included in the future”. Now you throw on top of that the eco-friendly Green Tee product revelation (www.biogolftee.com) and you have something to work with. I alone, would save thousands of trees each year with the number of tees I go through, if I had the time to golf, that is.
You throw on top of that, your company name and 800 number on the Tee and we are talking about a great take-away as well.
Solving World Hunger
Now, this got the ROI Hunters thinking. If someone could create a biodegradable golf ball that turns into fish food when it decomposes, and we turn the fairway ponds into fish farms also, I personally could feed the world with how many times I find water with my balls.
Robert Carey and Terri Hardin, “News & Analysis”, Successful Meetings July 2008, 10 – 11
Vincent Alonzo, “Tools of the Trade”, Successful Meetings July 2008, 30