Marketing expert Seth Godin on the art of online ... - EPiServer

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The asset that the internet can deliver is simple: permission during dinner. This notion that marketers have power, because they can interrupt us because they have money, was endemic in our society, and what I noticed was that when you give consumers the ability to skip commercials or delete emails, they take that opportunity. Yelling doesn't work anymore. So I said that the asset that the internet can deliver is simple: permission. The privilege of marketing to people who want to be marketed to; to sell to people who want to be sold to.” This was a pretty radical concept when <strong>Godin</strong> first wrote about it 1998, and he took a lot of flak for it. “And then we saw one company after another, the Zappos and the Amazons of the world, grow to profitability because they built only one asset: permission.” <strong>Godin</strong> advises that companies need to guard that asset closely. “If I worked at a company and walked out every day with a laptop, the company would have me arrested. I’m taking an asset that belongs to the company. And yet companies regularly spam their customers without thinking of the consequences of losing some of that permission. That’s way more expensive than stealing a laptop.” His advice is to write on a whiteboard in big numbers how many people want to hear from you; what is the open rate when you send an email? When you call someone for a meeting, how often do they say yes? “If you can make those numbers go up every day, your business will do fine,” he says. “On the other hand if you are willing to sacrifice of those numbers to make your quarterly returns, then you’re going to fail.” Surprisingly for an internet personality of his stature, <strong>Godin</strong> shuns social media professionally. “The reason is pretty simple,” he says. “The internet rewards people who are really good at what they do. If I start using Twitter, 8 ePiserVer engage I'd have to spend a few minutes a day on it if I wanted to be mediocre. But if I want to be great at it then I'd have to spend three or four hours a day. The question is, what should I spend three or four few hours less doing to make up for that? Write fewer books, not blog as well or as often? I would be on the path to becoming mediocre.” <strong>Godin</strong> believes that companies doing business online need to steer clear of the mediocre, the mundane, the middle of the road. “If you believe that your online business is selling average stuff to average people, who fit your description of normal, then you have failed before you’ve started,” he says. “As I wrote in my new book, We Are All Weird, if you accept the fact that everyone is weird, and you pick your section of weird, and you engage with them and work with them and lead them, making products that people can get nowhere else, offering services that people can't live without, then you are almost certainly going to succeed.” SETH gODiN aGe: 51 occuPation: “I notice things for a living” FaMiLy status: Married with children hobbies: Canadian-style canoeing, cooking vegan gourmet food, listening to acoustic music friends, music and travel. What are you insPired by: “Artists who take risks” 3 three websites to get excited about: littlemissmatched.com “ Every day for the last seven years I’ve worn their socks. ” boingboing.net “A fabulous free blog that will provoke the way you think. ” kickstarter.com “A fascinating website that is changing the way microbusinesses reach their audiences. ” Three tips for people who work with online marketing: 1 Say no to mediocre products 2 3 Say no to being in a hurry Demand that the people you work with do work that matters.
improve lena SpeGel INfOrmaTION maNager , epIServer If you can’t measure it, don’t do it! a marketing campaign is pointless if you can’t test and measure the results. lena Spegel shows how you can optimize the success of your campaign using epiServer Campaign monitor and Optimization (CmO). 1 set GoaLs Start by setting goals for the campaign or landing page. Set up measurable KPIs so you have a clear idea of what you would like to achieve. 2 oPtiMize the content Next, create a new webpage or use an existing page to optimize the content. Create different versions of the page by using different banners, messages and images.Personalize the content so different target groups can view the same page in the way you think they would prefer. Save the various versions as “Ready to Publish . ” 5 FoLLoW the visitors If you want to see how visitors are browsing through the pages, you can add some other “non-target” pages to the CMO tool. EPiServer CMO makes it easy to follow the ongoing campaign in real-time and get detailed reports afterwards to measure the success and revenue of the campaign. And, if you’re not happy with the results, you can always run another Landing Page Optimization test. 3 Find the Winner Now it is time to find out which page is the winner. EPiServer CMO will show the various versions of the page to visitors, then assess the click data to find the “winning” version of the page. You can also measure how many visitors end up on a conversion page, such as a “Thank you” page that is launched after they perform a specific action. You’re now ready to use the optimized page with a wider audience. 4 reaP the resuLts Now you want to know if your investment – for example, the purchased advertising space on another website, search engine or portal – was worth it. You will measure whether you succeeded with the KPIs you set up in the first step, for example, how many visitors have come to the page from an external URL, and how many ended up on the “Thank you” page. ! the “reaL” deFinition oF a caMPaiGn A campaign is not just about a massive advertising push or buying keywords from search engines. It covers every single idea you have for your website – for example, attracting qualified applicants for jobs, or encouraging visitors to sign up for a breakfast seminar. ePiserVer engage 9
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Marketing expert Seth Godin on the art of online ... - EPiServer

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