Idiosyncrasies of marketing in the digital era

Funny Twitter Comic

Image Source: http://www.gocomics.com/moderately-confused/2009/07/21

Get to know the protocol of the social media networks you are on that you are thinking of using. Yeah it’s okay to tweet something that happened yesterday, but it may also mean you don’t have enough to say every day and if you don’t have enough to say every day (or 3 times a day!) … Twitter’s probably not the place to play. Each social network has a unique audience – Google+ is still a bit geeky, Facebook for ‘downtime’ and keeping up with friends and gossip, and LinkedIn for business networking. All you’ve got to do is figure out which networks will be the best place to build your audience. It doesn’t have to mean you’ve got a presence on all of them, but you should at least use one of them. I’m sure that I can think of a network for just about any business out there so don’t stop looking for your perfect match.

 

2

Image source: http://www.getelastic.com/funny-business-tech-cartoons/

This one’s a personal pet peeve and a digital industry ‘no-no’. Flash – don’t do it! Unless you are Gucci or Porsche or someone with a target audience of about a gazillion pounds to spend that 100% for sure has the latest technology, don’t ask your designer or your digital agency to incorporate flash into your website. It’s slow to load, search engines don’t index flash content, it’s hard to change or tweak and a few browsers and mobile devices (notably Apple devices) don’t do Flash. There’s really no need for it. These days you can do most things using javascript or HTML5.

 

 

SEO comic

Image source: http://www.anchormobile.net/portals/1/funny-seo-comic.jpg

SEO – the magic of Google! I can simplify this algorithm a little for you – be good and adhere to some of the search engine advice you hear – the stuff that makes sense – title tags with catchy titles and your company name (because that one makes sense), descriptions that make your users want to click through and that hint at the content on the page (obvious again) and of course, optimised content. What do you want your website to get found for? Obviously you should be targeting those keywords. Not spammily, but naturally and so that the search engine crawlers get the idea. Keep a blog, invite guest bloggers, do guest blogging on other sites and link back to your own site – do as much as you can to naturally increase your online reach. Just as a tree with lots of roots can absorb more water, so too can a site with a lot of content increase its online reach and therefore the likelihood of ranking well in the search engine pages.

 

 

Blogging comic

 Image source: http://www.blogperfume.com/top-25-funniest-comic-strips-about-blogging/

If you do what this graphic entails…you will have NO problem gaining followers, admirers, fans, buyers, loyal customers, leads, friends and whatever else you’re looking for…

This is pretty much the approach Google takes to innovating – do something that people will find useful. Do something to make the world a better place to be. Or, as their motto encourages: ‘do no evil’. Yes, they’re probably not angels but they have pioneered some amazing products – from the self-driving car through Google Earth, Google Glass and even more recently, ‘Timelapse’. Check that one out if you’re interested in seeing how the earth has changed over time due to deforestation, global warming and other such events.

Again, this isn’t just relevant to blogging. It’s important to get every aspect of your website working using content that ‘doesn’t suck so bad it makes people want to kill themselves’.

Word of mouth spreads if you are funny, different, interesting or useful. Pick two of them. Pick one of them, just don’t do the normal boring thing.

 

 

Digital campaignImage source: http://tomfishburne.com/2012/04/going-digital.html

 Okay…don’t do this. Please. Yes, there are some channels you SHOULD ideally be using but please, if you don’t have anything to say on them you’re probably doing your company and your reputation more harm that you are good. Pick a couple of networks and use those well. Use them with a purpose. What’s your digital strategy? What are you trying to accomplish? Who are you trying to reach?

 

 

Linkbuilding cartoon

 Image source: http://blog.3dcart.com/wp-content/uploads/2012/09/contentmarketing_comic.jpg

Linkbuilding…the real way to do it is honestly. That’s really the only way that people are going to want to trade links with you, that people are going to link to you without you asking and that Google will approve of. In the post Panda-Penguin days, artificial linkbuilding as an SEO tactic is something to be incredibly wary of.  Yes there are still reputable agencies that do it, but, how long before the search giants clamp down on it? Try to do your linkbuilding as naturally as possible. Harness the power of social to increase links to your site. Do your social bookmarking and remember that sooner or later, spammy SEO tactics will get your website penalised.

What next?

Have you come across an interesting digital cartoon? Something that sums up the generation and the future? If you have, post the link below. We’d love to see what you’ve come across. If you enjoyed the post, don’t forget to share it!

 

  • Hi Candice,
    Thanks for these cartoons and analysis. I especially like the one about focusing on the channels of distribution rather than on the content strategy to distribute (sadly, oh so common.)
    I do not believe that small businesses should put their company name in their title tags. I expect there company name is in their URL and mentioned in their content on their site. Should someone type the company name into Google search, their company page will show so why wasted title tag space with the company name? I’ll be curious as to what others think on this issue. Nancy

    • Candice Landau

      Hi Nancy,

      I’m glad you enjoyed the cartoons – honestly, I enjoyed finding them!

      With title tags, the old SEO best practice guidelines (note, there were never any hard and fast rules) were always to include the keywords you were targeting, the locations you were targeting and then the company name last. Then, SEOmoz (now Moz) wrote a post about how you should be including the company name first in your title tag (sometime last year) and now…well now it seems that the big thing to focus on is a title tag that’s ‘Human’ friendly – so, enticing for users. After all, the Title tag is supposed to make them want to click through to the page.

      I think you’re right that the home page should be the one you’re optimising for the company name but, the reason I would still include the company name in title tags on other pages, is not so much for SEO purposes, but rather, for branding purposes.

      I still find that if I do a company name search, the home page is always the first page to come up/rank thought I think this also has to do with the fact that a lot of the links that refer to the site, refer to the homepage instead of say, the ecommerce web design page.

      But, it is very interesting that you mention title tag space as I recently watched a Moz video on just this topic. You may find it interesting too: http://moz.com/blog/title-tags-is-70-characters-the-best-practice-whiteboard-friday

      Best,
      Candice

  • Great Synopsis Candice…and funny too!

    • Candice Landau

      Thanks Miriam – really glad you enjoyed it!

  • Awesome article. Right to the point – the difference between how management looks at digital marketing and how people who know digital marketing look at it.
    A good laugh to start the day 🙂

    • Candice Landau

      That’s a very accurate observation I think. You definitely need to include these cartoons in a presentation to upper management. Thanks for the feedback Barak!

  • Fantastic advice, easy to understand and great presentation. I’m glad i stopped by and took a look. I can’t wait to pass it along!
    CB
    The Association of Corporate Executive Coaches
    http://www.linkedin.com/company/association-of-corporate-executive-coaches/products?trk=top_nav_products

    • Candice Landau

      We’re glad to help – especially when it’s so much fun doing so!

  • Candice, I’m typing “laughing out loud” instead of “lol” b/c I really am laughing out loud. Thanks for curating this collection. And for sharing it!

    • Candice Landau

      Hi David, that’s a pleasure! Glad you enjoyed them.