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What's Working In Online Marketing For Publishers?

Posted by GKrehbiel on 2/9/2010 at 11:26 AM ET 500 Points

I'm trying to get some general ideas on what kinds of online marketing is working for B2B and B2C publishers.

Here's my list. Please respond if you have any relevant experience or comments.

Search Engine Marketing
+ brand-related keyword buys
+ keyword buys in niche markets/topics

Email
+ email to house lists
+ event-triggered autoresponders

Baby steps to convert web visitors, e.g.,
- visitor
- repeat visitor
- establish ongoing relationship
- forum participation
- email newsletter
- follow you on social media
- small purchase
- larger purchase / established customer

Process improvements
+ web design geared towards rapid conversion
+ landing page optimization
+ funnel analysis
+ usability analysis
+ SEO
+ cross- and up-sells in store

Analytics / segmentation

Affiliate marketing

Anything else, or any ideas on any of these?

Thanks,

Greg

Posted by Gary Bloomer on 2/9/2010 at 12:11 PM Accepted

Dear Greg,

I posted an article on affiliate sales this morning. You can find it here: http://garybloomer.tumblr.com/post/380058128/how-super-affiliates-are-crush...

As for other methods?

Search Engine Marketing and brand-related keyword buys and keyword buys in niche markets/topics are still big. People searching on Google are looking for answers to specific questions. People on Facebook and twitter are not, so they’re less likely to be in buying mode.

E-mail-wise, one time offers and opt ins to sustained, relational-driven dialogues pull more over time than messages to house lists. Or so it seems to me.

As for website conversions, the biggest thing to get right is the sales process—the actual sales pathway. Smooth this out and make it consistent and up sells are WAY more likely to occur.

The thing through every step is relevance of offer to need and relevance of guarantee and benefit to overcome doubt. All these things help with the know/like/trust building process that sadly, far too many online marketers STILL ignore.

But the biggest element that’s helping to drive sales now is video. I’m happy to discuss this in greater detail off forum.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA
Posted by Jay Hamilton-Roth on 2/10/2010 at 9:47 AM Member

Mobile marketing
Organic SEO
Cause marketing
Posted by Pepper Blue on 2/11/2010 at 12:10 AM Accepted

Hi Greg, you need to include short-code text mobile marketing integrated with traditional and online marketing using: WAP sites, mobile alerts, digital collateral material, mobile coupons, mobile fan clubs, text2win, trivia & games, mobile wallpaper and ringtones, text2screen, picture2screen, voting/polling and voice integration.

Companies that enjoy the greatest success are those that are effectively integrating online with mobile and traditional marketing.
Posted by GKrehbiel on 2/11/2010 at 8:57 AM Author

Thanks Tim. Do you know if any publishers are having success with mobile?
Posted by Pepper Blue on 2/11/2010 at 12:14 PM Accepted

Hi Greg, interesting PR on Harper http://www.harpercollins.com/footer/release.aspx?id=802&b=&year=2009 note that they are targeting the teen market whose mobile devices are their computers and the use of 2D/QR codes which are starting to gain ground as smartphone use grows. Remember the old CueCat for scanning ads in magazines? But it looks like this time the technology really works and I am seeing a lot of applications using 2D/QR codes as they are an excellent way to integrate mobile with online/search.

http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588

http://www.bizreport.com/2009/10/study_publishers_pushing_mobile.html

http://www.mobilemarketingwatch.com/print-publishers-finally-readying-thems...

Mobile is moving fast. Contact me and I can give some good sites/feeds etc. to search/follow etc.

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