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The Most Important Internet Marketing Skill? Learning.

Thursday, December 11th, 2008

Let me guess. You’ve read about inbound marketing, you know that blogging and creating content like videos and webinars is the most effective way to get ranked in search engines and drive and sales.

There’s just one catch: You’re not a “content expert.”

Here’s some advice: Stop worrying.

If you’re good at your job, you’ll be great at creating content.

The dirty little secret of internet marketing is that nobody’s a content expert.

YouTube? Twitter? Blogging? You don’t need to be Faulkner or Scorsese to figure them out. You just need to dive in.

Not convinced? Then I suggest checking out the work of Rebecca Corliss, a new addition to our marketing team here at HubSpot.

Rebecca was the video editor of You Oughta Know, the video about inbound marketing we launched yesterday. (If you haven’t seen the video, stop what you’re doing now and go watch it. It will make you laugh.) The video is wildly successful with well over 14,000 views on YouTube since it launched yesterday. It’s the top YouTube result for marketing; in Ireland, New Zealand and the Netherlands it was yesterday’s most-viewed entertainment video; and it came within a hair of the front page of Digg.

With success like that you might think Rebecca was a seasoned video professional, with deep experience editing and producing online video.

Not at all. In fact, Rebecca had no video editing experience before she started putting together this video. None. She just sat down and figured out how to use iMovie. After an afternoon using iMovie she was comfortable on it. After a day on iMovie, she was HubSpot’s new video editing expert.

Rebecca is a rockstar, but there’s only one thing that separates Rebecca from most marketing managers or small business owners: She’s not afraid to learn.

More specifically, there are four main things she did very well:

1. She Got Started – Instead of worrying that she wasn’t good at video editing, instead of putting it off until she could “get trained,” Rebecca dove right into the project. There are lots of excuses you could use to put off blogging or creating videos, but why use them? The sooner you get started, the sooner you’ll be comfortable creating content and the sooner you’ll be generating new leads and sales.

2. She Wasn’t Afraid to Make Mistakes – Rebecca ran into all sorts of problems when she started editing Oughta Know, but she treated them all as minor snags. There’s no doubt you’ll have problems when you start producing content. You’ll have issues with audio for your videos. Your webinar will have technical problems. And you’ll probably offend somebody with one of your blog posts. Don’t worry about any of this. Everybody runs into problems.

3. She Learned Quickly and Became an Expert — Although Rebecca hit a few bumps with iMovie, she quickly taught herself to solve the problems. She visited help sites, she read how-to guides, she discovered work-arounds and she became a video-editing expert. You should do the same thing. The web is rich with resources about creating content. Take advantage of them.

4. She Added Personal Touches — Rebecca is a musician and a singer, and she incorporated her music into the video. This gave it a personality — it distinguished her video from YouTube’s thousands of other workplace music videos. Maybe you’re a world-class semiconductor designer, maybe you’re a top-notch sales trainer. Whatever you’re passionate about, make sure your content reflects it.

Marketers often talk about the skills needed to thrive online: writing, editing, video production, audio production, etc. These are all important skills, but if you learn to approach them the way Rebecca approached video editing, you’ll master them in no time.

In other words, the most important internet marketing skill to learn is learning itself.

What do you think? Let’s have a conversation about learning and skill development in comments below

Photo: Haniamir on Flickr

Tags: Content Expert, Corliss, digg, Dirty Little Secret, Faulkner, Front Page, Hubspot, Internet Marketing, Marketing Managers, Marketing Team, New Addition, New Netherlands, Rebecca, Rockstar, Scorsese, Search Engines, Small Business Owners, Video Editing, Video Editor, Youtube
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Monday, November 24th, 2008

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PubCon: Social Media - The Big Sexy Buzz

Thursday, November 13th, 2008

You may or may not be using social media tools such as Twitter, Facebook, or Digg in your business. The overarching theme from this panel at PubCon was… why not, what do you have to lose?

Social media gurus, including Warren Whitlock, Co-Author of The Twitter Revolution, Brian Carter, Director of Search Marketing for Fuel Interactive, Guillaume Bouchard, CEO of NVI, and Kent Schoen, Facebook Product Manager, joined forces at this session to discuss the Big sexy buzz around social media and provide some food for thought to convince skeptics that social media can be a successful marketing channel.

Warren Whitlock kicked off the session discussing twitter habits.

There are two stages of Twitter:
1. Denial: Why would anyone care what I ate for breakfast?
2. Reluctant Acceptance: I have a Twitter account but haven’t seen any traffic

The Twitter Revolution really is about making meaningful connections. Let people know what you are up to, because contrary to some beliefs, people do care.

Warren explained that in today’s online world, we are all publishers. If you have a MySpace page, a Facebook account, or use Twitter, you publish content for other users.

Many people have asked the question, “how do I get more people to my website?” Warren’s advice: publish more content and tweet more. Give users more advice, resources, and content and they will find your website and make a connection with your brand.

The most important thing to know about Twitter is that there are no rules.

You can use Twitter however you want, but know that people are not going to follow you if you spam them, and only post promotional links. Be authentic in your approach and you will make a connection.

Next up, Brian Cartern discussed the benefits of the big Trifecta.

What is the Trifecta?

The Trifecta is a combination of blogging, bookmarking and Twittering. The key is to incorporate optimization into each corner of the Trifecta.

Optimization = Getting the results you want faster

Brian gave us his 5 step process to optimize anything:
1.    Identify your goal
2.    Establish a measurement
3.    Where you at?
4.    Plan Route to Goal
5.    Let results guide progress

In social media, if you want to succeed, you need a brand that is more powerful than your target markets. In social media, you need a powerful goal.

Why does the trifecta work?
-    Blog is a place for you to establish your authority
-    Bookmarking is social proof
-    Twitter gets you attention

Guillaume Bouchard talked mainly to social news and the benefits of sites such as Digg and StumbleUpon, and stated that the main principle of social news sites it to catalyze natural link growth.

The realistic role of social news:
- Produce link worthy content
- Taking luck out of the equation

The Social platforms: Digg and StumbleUpon make up 90% of social traffic.

Digg:
-    Onsite voting
-    Tough to succeed
-    Can get buried
-    Large traffic spike
-    Success: home page

StumbleUpon:
-    Toolbar voting
-    Not as tough to succeed
-    Can get thumbed-down
-    Lower total, more gradual spike
-    Success: recommendation surge

Make it or break social media strategy involves:
-    Content
-    Platform
-    Submitter
-    Category
-    Vote (solicitation)

Content Development:
Approval = perception of quality and enjoyment / time taken to enjoy

Give quality:
-    They like to laugh, but avoid failed attempts at humor
-    They appreciate hard work, but avoid build-content-quick-schemes
-    They like learning
-    They tend to follow their communities (dis)approval
-    They do not like spam, or SEO & marketing, for that matter

Save Time:
-    They don’t want too much text
-    They want to be able to skim and get the basic idea
-    They don’t like having to click unnecessarily
-    They resent when your server can’t handle their visitorship
-    They like being able to vote right now

Platform of Trust:
Both Digg staff and users value trust. Unfortunately, trust isn’t easy to earn.

The numbers
-    Trusted domains account for +90% of home pages
-    Of non-trusted domains, 30% are images, 10% are videos
-    ~100-125 stories hit the home page every day

The Trusted Submitter:
-    Domains are trusted, but so are people
-    Trusted submitters are less likely to be buried
-    Receive immediate fried votes
-    More than 30% of sites on the home page are from top submitters

Category Selection:
- Different categories have different voting requirements
- Digg has a proportional home page breakdown for each category

Soliciting Votes:
-    Look for exchange opportunities
-    Leverage instant messaging
-    In-site communication services
-    Vote on lots of stories

Ken Shone, product manager for Facebook, wrapped up the session sharing some Facebook statistics with the group.

Facebook Users:
-    120 million active users
-    15 million mobile users
-    1billion profile details
-    20 million daily status updates
-    100 million daily pokes
-    20 million daily wall posts

Social media is influential. A survey conducted asked users when they were considering purchasing a product or service, what was the most trusted and valued source of information. Over 70% said word of mouth.

With massive amounts of content online, communities and friends have become the filter to help determine an individual’s media preferences and is used to identify what content is worth their time.

Measurement and analytics with Facebook:

Passive measurement
-    Lexicon measures social interactions and demographics on Facebook
-    Identify the trend in conversation
-    Ad tools can help you understand who is out there (geographic and demographics)

Active measurement
- Discover who’s engaging with your business and how

Demographic data may confirm your suspicions or lead you in a new direction. Make informed decisions based on how people interact with your content.

If your company has not adopted social media as part of its marketing mix, what are some of the common objections or road blocks you have run into?

Be sure to check back for more TopRank Pubcon coverage and visit the Pubcon photos on Flickr.

Sponsored By: Learn Social Media Marketing in NYC TopRank & The DMA Partner on 2 Day Social Media Smarts Workshop

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Tags: bookmarking, Bouchard, Brian Carter, Buzz, Co Author, Denial, digg, Facebook, Food For Thought, Guillaume, Marketing Channel, Meaningful Connections, Media Gurus, Media Tools, Nvi, Skeptics, Successful Marketing, Trifecta, Twitter, Warren Whitlock
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Tuesday, November 4th, 2008

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Monday, October 13th, 2008

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