I am often still surprised at how many advertisers are not investing in search marketing. The basic reporting of cost and revenue can easily prove that search is a valuable tool for any marketing campaign. In fact, I often advise many people to invest in search marketing first. Then use “left over” funds to fulfill all other marketing needs. After all, if paid search is not working, then you are doing something wrong.

This need to fulfill search first, had me thinking about the history of advertising and mass marketing downfall.

It’s true that mass marketing did work at one time. However, during those times the surrounding criterion for mass marketing was a perfect storm.

Small product selection, limited television channels, consumer acceptance and many other factors all led to a great acceptance of mass marketing.

Mass marketing is dying

The environment for mass marketing has changed. Consumers have hundreds of television channels to choose from, plus various forms of other entertainment choices (MP3 players, game consoles, Internet access, etc.). Consumers are also more resistant to advertising then ever before.

Capturing attention is not required in search marketing

Consumers have already volunteered their attention, by typing in the keywords they want. They are focused, engaged and ready to pay attention to your product.

This is very unlike mass media. Over the past 30 years, television advertisers have to look for more and more creative ways to capture a consumer’s attention. Television advertisers need consumers to like them, or at least pay attention. All this has to happen before the selling even begins.

Social Media will not replace Search Marketing

As powerful as social media is becoming, it’s ultimately not going to replace search marketing. Social Marketing allows users to capture and automatically receive their custom information. By setting up RSS feeds and Email alerts, users can receive the news when and how they want it.

Ultimately, social media is nice, but it does not serve the marketing goals that search marketing does. When a user is ready to purchase, social marketing is not going to help.

This week, I thoroughly enjoyed my speaking engagement at PodCamp Nashville. Plus, I was honored to be asked.

If you are ever asked to participate I would jump on the opportunity. Similar to BarCamp Nashville, the audience is eager and very welcoming.

As I stated while on stage, I am not a podcaster. My knowledge of any advanced media (video, audio, and graphics) is very limited, so I picked up great knowledge from the “camp”.

Below are some of the basic points I learned at PodCamp Nashville, which may seem obvious to those more experienced then me.

1. Anyone can be Podcaster
2. Advance equipment is not necessary for podcasting, but certainly helps.
3. Start small and build an audience before looking for networks or sponsors.
4. Users can quickly see through the sales pitch. Keep it personal.
5. I am starting to “get” Twitter. Thanks Dave Delaney.
6. Nashville wants to learn, they just need the opportunity.

I enjoyed my time at BarCamp Nashville so much, that I ask for more punishment.

I hope to bring my knowledge of search engine marketing to the media discussion at PodCamp Nashville.

We will have lots of creative people at the un-conference, so hopefully I can help with getting that creativity noticed by Google.

PodCamp Nashville is Saturday, February 9.

Stop by, say “hi”, and meet some great people. Join us at PodCamp Nashville at The Cannery Ballroom.

See you there!

Well, I was not chosen as a finalist for the Semmys, but its okay. As they say, “it is an honor to be nominated”. There were some great articles this past year. I definitely can not say my writings were better than the finalists.

Local Search
Anatomy & Optimization of A Local Business Profile - By Chris “Silver” Smith

Analytics
Web Analytics Demystified - By Avinash Kaushik, Occam’s Razor

Google
Google 2.0: Google Universal Search - By Danny Sullivan

SEO
SEO Linking Gotchas Even the Pros Make - By Andy Beard

Online Marketing / General
How A Pretty Face Can Push Visitors Away - By Bryan Eisenberg

PPC
Five Common Paid Search Mistakes That Can Sink Your Campaign - By Jennifer Laycock, Search Engine Guide
* This one mentions some of the same points that I mentioned in 7 Habits of Highly Effective PPC Advertisers. However, Jennifer does a much better job of explaining in many of the points. Plus, she has some other great points that I left off. I strive to write as good as her.

Small Business
When Ignorance Isn’t Bliss: What You Don’t Know About Your Web Site Can Hurt You - By Christine Churchill

LOL Funny!
Web 3.0 Sites - By Philipp Lenssen, Google Blogoscoped

Viral Marketing
Viral Marketing is NOT the Same as Word of Mouth - By Jennifer Laycock, Search Engine Guide

Renowned tech insiders Joseph Jaffe and C.C. Chapman to Speak to local bloggers, podcasters, social networking specialists, new media marketers, and business leaders

NASHVILLE, Tenn. - Members of the marketing, business, design, technology and music industries will gather at the historic Cannery Ballroom on February 9, 2008, for PodCamp Nashville, a nine hour “unconference” that aims to promote education, innovation and collaboration between technology and media professionals and Nashville’s blogging and podcasting communities.

“This is all about building community,” said Dave Delaney, an event organizer. “That’s what we’re trying to do here. By attending PodCamp Nashville, members of the blogging, podcasting, marketing, development and business communities will be able to join forces to put Nashville on the digital world map. After the huge success of BarCamp Nashville, it’s clear that Nashville’s tech community is alive and kicking.”

PodCamp Nashville (www.podcampnashville.com) is a community “unconference” for podcasters and listeners, bloggers and readers, and anyone interested in New Media. The first PodCamp was held in September 2006 in Boston, and the concept is now spreading across the world. PodCamp Nashville is a follow up to the highly acclaimed BarCamp Nashville, an “unconference” held in August 2007. A video recap is available here: barcampnashville.com.

PodCamp is spearheaded by Delaney along with Kelly Stewart and Marcus Whitney, area leaders in the fields of technology and New Media. The event, which is free to the public, is designed for anyone interested in the online world to share ideas, hear from industry experts, and participate in discussions and demos.

Don’t miss PodCamp Nashville’s keynote speakers, Joseph Jaffe and C.C. Chapman. Jaffe is one of the most sought-after consultants, authors, speakers and thought leaders on New Marketing. He is the President and Chief Interruptor of crayon, a conversational marketing company, specializing in community, dialogue and partnership. C.C. Chapman has been described as a New Media maven, a podcasting pioneer and a grounded futurist. Chapman is a Partner of The Advance Guard, a new company focusing on using social media and emerging technology to create radical marketing programs.

New Media Marketing experts predict that businesses will thrive in 2008 if they embrace social media and conversational marketing methodologies. Forrester Research predicts that spending on interactive technologies will grow to $61 billion by 2012 and social media (podcasting, blogging, etc.) will drive emerging channels to $10.6 billion.

Participants of PodCamp Nashville are guaranteed to return to their offices revitalized and excited about what New Media has to offer. Students, hobbyists and professionals are encouraged to attend to network and to learn. Experience with blogging or podcasting are not requirements to participate:

Anyone with an interest in technology and new media is welcome to attend.

PodCamp Nashville is proudly presented by the PodCamp Nashville Crew (PCNC), Emma Email Marketing, Griffin Technology and Sitening.

PodCamp Nashville will be held on February 9, 2008 at the historic Cannery Ballroom from 9am — 6pm. Visit podcampnashville.com to learn more.

It is official. PodCamp Nashville will be February 9th, 2008.

Because of the success of BarCamp Nashville, PodCamp Nashville is born. If the name does not give it away, PodCamp Nashville will focus on podcasting, audio and video web events, and other forms of media on the web.

More details PodCamp Nashville to come later, but in the meantime “save the date”. Just like BarCamp Nashville, PodCamp Nashville will be a free event, but space is limited. You can RSVP and find more details at www.podcampnashville.com/blog

If you are in the Nashville area, you definitely need to check out BarCamp Nashville.

There will be a wide variety of technology professionals at BarCamp Nashville. The list of topics includes Blogging, Social Media, Search Marketing, Web 2.0, and various forms of audio and video web publishing tips.

Plus, it wouldn’t be Nashville without music. BarCamp Nashville will close with live music at The Exit/In.

It’s a free event, but I hear registration is filling up quickly. Find more details on BarCamp Nashville here: www.barcampnashville.com/blog/

BarCamp is coming to Nashville August, 18.

“BarCamp will create the greatest digital festival in the history of Nashville. Bringing together entrepreneurs, technology visionaries, digital creators, music revolutionaries and marketing gurus under one roof for twelve hours of education, innovation and recreation. BarCamp Nashville is a ‘future’ festival. Expect a mashup of unexpected presentations with a great lineup of internationally recognized keynote speakers and live music” - Source: BarCampNashville.com

What does all that mean?

Frankly I do not know, but I am oddly intrigued. I feel like I need to be there, although I am still not sure exactly what it is. And I WILL be there.

The few things I do know about the BarCamp conference, er … event, make me think it’s a step in the right direction. I know BarCamp will be a Nashville gathering of Techs, Geeks, Developers, Designers, and Digital Marketers. I am sure I fit in at least one of those categories.

Since the BarCamp Nashville event is an un-conference, it’s hard to say what my role will be. Whether I am a presenter or just a silent participate, it should be interesting either way.

Details about the event can be found at http://www.barcampnashville.com/blog/

I want to follow up on a few discussions that have been floating around the Search Engine Marketing community.

The conversation started at Patrick Sexton’s Seoish.com.

How do you market a website on a limited budget?
I took it a step deeper. Below is how I would market a product online, with limited funds.

1. Content is still king – If you have nothing to say, then consumers do not want to visit. Paying visitors to come to a bad site is a poor investment. Clean up the content on the site, by giving the users what they want. Create link-worthy, non-sales content for users. Good content creates good links.
Cost – Hours of Writing

2. Contribute to the online community – By getting involved in online discussions, a buzz will be created. Of course, this only happens if you have something worthy to say. Commenting on a blog by trying to sell your product, does not create buzz. Research social sites, tagging and other Web 2.0 sites and find discussions to contribute to.
Cost – Hours of Web Searching

3. Give the product away – Find the most vocal, excited, web-friendly customers and give them your product. If you are confident in your product and they enjoy it like you know they should, then they will quickly spread the word. Find the driest tender (per PyroMarketing) by going back to step 2.
Cost – Expense of giving away product

4. Start Spending on 2nd tier search engines - The cost per conversion is usually very low with smaller sponsored search options. This should provide a stronger ROI, and provide you with the funds needed to invest in Google AdWords and Yahoo Sponsored Search.
Cost – Low Cost, High ROI

5. Open up a Google AdWords and Yahoo Sponsored Search account - Follow steps from prior post (Seven Habits Of Highly Effective Pay-Per-Click Advertisers).
Cost – Great value when done properly, but initial funds are required to get started

I recently had the honor to meet and hear Greg Stielstra speak for the first time. Not only were Greg’s ideas fascinating, he’s an excellent speaker and entertainer.

Stielstra is the author of PyroMarketing. I can not do justice in describing his marketing concepts, so I will just quote directly from his page:

“PyroMarketing is a new way to think about marketing—one that acknowledges and accommodates human nature and society’s new realities. But more importantly, it takes the mystery out of word-of-mouth by reducing it to a systematic approach anyone can follow. PyroMarketing involves four simple steps:

Imagine that you are lost in the freezing wilderness (the marketplace), must start a fire to survive (actual sales of your product or service), and that you have only one match (the finite nature of your marketing resources). You may get only one shot at building your fire. So make it count.” – PyroMarketing.com

I encourage everyone to download the FREE PyroMarketing audio book from pyromarketing.com