The 10 Worst Marketing Tips: A “Marketing Gurus” Guidebook to Fame

Tony RobbinsIn “Top 10 worst marketing Tips” Barbara French states “. . . somebody out there is giving lots of companies dubious marketing advice.” Barbara’s list is a combination of real advice and a tongue n cheek look at the marketing consultants who claim to be social media “gurus.”  Let’s take a look at Barbara’s list and our thoughts.

“Top 10 Worst Marketing Tips”

1. BF: Let’s add 2.0 to that noun

dg: Web 2.0 is full of semantics that apply and then there are “marketing gurus” who come up with yet to be coined phrases hoping their semantic entry will catch on

2. BF: Let’s add 3.0 to that noun

dg: There is NOTHING more infuriating than to hear a “marketing guru” who does not understand Web 2.0 yet has christened their definition of Web 3.0 as the coming trend

3.  BF: If we use a cat in your video, it’s sure to go viral

dg: All furry animal videos result in youtube stardom and eventual guest appearances on Letterman right?

4. BF: Don’t worry about running it through legal review — this is the social web

dg: Use common sense, create a plan and rules for all employees participating in social media. Passing this on to legal is a sure fire way to add months to your launch

5. BF: We need to differentiate your message. Let’s turn all those keywords into verbs by putting an “ize” at the end

dg: Semantics and jargon are like salt– use sparingly. If you plan to humanize, personalize, economize, capitalize, or victimize anything- just say no

6. BF: It’s a mistake to strive for excellence. You should aim for good enough

dg: What is excellence to one person may actually be “good enough” to the rest of us. Strive for perfection and then fall short

7. BF: Every blog post should be short and pithy

dg: You could be Hemmingway yet nobody, according to useability expert Jakob Nielsen, reads more than 30% of your blog articles. If your readers are going to skim, then be short and pithy

8. BF: Create good content

dg: What’s wrong with good content? Write it and they may or may not come to your site. Write crap and they definitely will never show up

9. BF: Let’s place your messages where customers don’t expect to see them

dg: Ah yes the “we’ll fake them out by showing up where nobody goes” approach. This is a time tested path to failure

10. BF: Be brilliant

dg: Why didn’t I think of that? Brilliance is so underrated!

Sell Wine or Bust: Social Media Is A Winery’s Secret Weapon to Survival

Wine cellar

Computer Shopper published this deansguide article 9-11-09

Is there empirical proof that social media sells wine? If you take my experience, as an example, it does sell wine. If you are a Chief Marketing Officer, Wine Tasting Room manager, or anyone tasked with selling wine you may say no to social media. You may have created a Facebook page. You may have registered on Twitter. You may have even established a blog. Yet all of your efforts have fallen flat with a resounding thud! No uptick in sales, no mad rush to the tasting room, no phone lines burning off the hook. What happened? You forgot to do a lot of something-here are 6 reasons nothing has happened yet:

  1. Participation: you set up your Twitter, Facebook, blog, and LinkedIn presences thinking they would run themselves with minimal participation- wrong
  2. Plan: you showed up on each network without a plan to engage, a strategy, or a purpose
  3. Call to Action: you don’t ask your audience to do anything; your messages simply make statements without a compelling reason for audience participation with you
  4. Targeting: you utilize the “more the merrier” approach where you will shotgun your messages without targeting the audience that is most interested in your products and services
  5. Twitter: you are not utlizing Twitter as a source of sales leads and list building with consumers as well as businesses
  6. Facebook: you are not utilizing Facebook as your customer relationship management tool to build and maintain customer loyalty
  7. Measurement: you are not developing a system to track and analyze which messages are working to engage with customers, which messages are eliciting a call to action. Without this information, you can NOT continually tweak your strategy and messages to improve results

20 Google Facts That Will Surprise You

FoxNews , Post Tribune, &  The Courier News published this deansguide article 9-8-09

Google is the most influential force behind the proliferation of social media. Yet many of us think we know everything or close to everything we need to know about Google. In an eye opening article by Search Engine People’s Ruud Hein “20 Things You Don’t Know About Google” you can learn something new and in most cases be very surprised at what you did not know. Here is Ruud’s list and my impressions.

20 Google Facts

1. Adwords accounts for 99% Google’s annual revenue; dg: that seems obvious but we are just warming up

2. Google’s advertising revenue in 2008 was $21 billion; dg: incredible and more than I imagined!

3. 1.35% of the US’ Adwords advertisers make up 80% of Google US ad revenue; dg: this goes beyond the 90-10 rule

4. Adwords as we know it used to be called Adwords Select. The top banner position was sold old school style through a program call Adwords Premium; dg: I did NOT know that fact

5. The first Adwords Select ad was in 2000 for live mail-order lobsters; dg: you have to start somewhere, a precursor to WebVan?

6. Google’s pricing mechanism where the winner pays the runner up’s price was devised to prevent super-inflated bid prices but the second-price auctions resulted in higher prices for Google right away; dg: brilliant strategy

7. In 2009 Google began showing ads based on their previous online activities. User patterns are segmented in 20 categories and roughly 600 subcategories; dg: this will continue to expand and be refined

8. In 2008, 80% of 80,000 typo-squatting domains in the US alone were funded through Adsense; dg: that is a bit alarming

9. Google’s query forecasting models are founded in their efforts to understand and predict Adwords pricing and click patterns; dg: again this will continue to be refined

10. Although it doesn’t like to talk about using user data, Google cross references everything. “We have temperature data, weather data, and queries data, so we can do correlation and statistical modeling.”; dg: this is part of the power and “secret sauce” that makes Google

11. In the last 10 years Google’s latency has gone from 1000ms to 200ms.

12. In the last 10 years Google has made seven major rearchitecture changes.

13. Compared to 1999 Google’s index is now 100x larger but they update it 10,000 times faster; dg: growth and speed continue to be a Google staple and it is another building block that keeps them ahead of the other search engines

14. Google cataloged its trillionth web page in 2008; dg: with one trillion cataloged web pages will any company ever challenge Google’s supremacy in the search industry?

15. To translate one sentence Google does a million lookups in a multi-terabyte data structure.

16. To punish itself for artificial link inflation (paid links) Google penalized itself in 2009 by lowering the PageRank of it’s Japan domain from PR9 to PR5; dg: why not across the board?

17. Since January 2009 Gmail regularly beats YouTube in market share by US visits and is the 2nd most popular Google property; dg: very surprising considering Youtubes viral capabilities

18. The 3 largest traffic drivers for Gmail are Google, Facebook — and Yahoo! Mail…; dg: oh yea Yahoo helping Google is a bit like the Red Sox helping the Yankees–hard to understand

19. To encourage developer teams to move to new servers Google uses auctions where teams bid how many extra computers dedicated to their service it would take for them to move; the lowest bidding team wins.

20. In 2007 Google announced it will award $20 million to the 1st private team which builds a robot — and puts it on the moon; dg: my money is on Mark Cuban who is never shy about a challenge or the type of publicity this challenge would generate

Next Step Calls To Action: Ask For The Order Or Lose Your Business

PattonCourtesy George S. Patton Wiki

Business is a process of strategies that require next steps and calls to action. It is a process of moving forward. In the malady of economic conditions businesses face today, to not ask for the order or to not create a call to action for your consumers is the first step to complete collapse. Although social media is not about the hard sell in your face sales closing pitch; it does provide companies the space to ask for the order or create a call to action with the right tone and in due time.

If you do not ask your audience to take the next step, to do something you want them to do, or to invest in your company, your company will remain stagnant with little growth-and then fail.

7 Call to Action Examples

  1. Send me an invitation with a money saving incentive.
  2. Share links to valuable tips that I can use and associate with your products or services.
  3. Invite me to read spotlights or view photos of other customers experiencing your products or services.
  4. Make me aware of events associated with your products or services.
  5. Ask me for feedback on how you can make your product or service offerings more appealing.
  6. Invite me to share how your products or services are playing a role in my life.
  7. Educate me on how your products or services are helping others.

The bottom line: Message with purpose. Before you hit that magic “share” button, ask yourself if the message supports your business goals. Time is money.

10 Content Ideas For Winery Social Media Marketing

grapesWine Wikipedia

The biggest mistake being made by wineries in their social media marketing efforts is the lack of strategy in the messages they produce. Many wineries on Twitter are simply chatting with no apparent strategy to bring information forward about their product, service, benefits or features. Often times the messages are either too much hard sell or not enough “beef” about the winery. The following is a list of ten ideas that wineries can write about right now. The orgin of these ideas? The winery website-blog:

10 Social Media Marketing Ideas: What Do We Say?

1. History: what is the history of the winery, owners, and vineyards? Within this history, bring out the mission of the winery

2. Wine Club: features and benefits as well as the differentiating factor or why people should join your wine club

3. Harvest: every wine fan wants to know who is making the wine, what the harvest process looks like

4. Partnerships: if you have a restaurant, limo, resort partnership then give all details that benefit your customers

5. Education: if you offer hands on classes in wine making,  storage, or collecting give people the details

6. Discounts: in today’s economy always highlight the deals you are offering your consumers

7. Events: notify your audience about upcoming events

8. Tours: describe the tour(s) benefits, features, and history

9. Tasting Room People: many ultra premium bars in Las Vegas hire bartenders with followings and their own persona. Allow your tasting room staff to create their own persona and engage with your consumers

10. Food: food and wine go together naturally. Showcase the best pairing ideas