Most every morn, often pre light I venture that groggy walk out towards the home office. The rythmic beats of a local woodpecker delighting my ears. Several per step.
I had to look up and wonder why woodpeckers chip away at the wood, over and over and over. Day after day, week after week. It is to get to their food. The bugs and worms that have infiltrated the deep crevices of the wood.
The work of you the entrepreneur came to mind. Doing what so few are willing to do. Without you chipping away at your tree, day after day, week after week. The world wood be without your services. Without you toiling over better ways to serve your market. Pecking away at those innovations your marketplace would be wihout a valuable part of their lives.
So I look up at my friend, our friend I hope by now, and I wonder since he is pecking away at a telephone pole if he will ever get to his food?
Knowing where to peck and that you are pecking at the wrong tree might be the most important lesson for an entrepreneur.
Follow the Yellow Brick Road! (Photo credit: momboleum)
I stayed at the Luxor on my first adult visit to Las Vegas. When it was time to go to the airport I caught a cab.
So the cabbie asked how I liked the hotel. I said naively that it was great but they sure make you walk a long way to get anywhere from your hotel room.
He laughed and exclaimed, "all roads lead to the casino."
The casino concept is a terrific metaphor for catching prospects and clients. Traditionally, we wanted the consumer to get to our money site or page asap. But now days like honeypots we can ensnare our prospects into our content on a multitude of outposts where your prospect prefers to consumer their favorite content.
Having a strategy to syndicate that content is a smart way to repurpose and share your expertise across the web.
Some key principles to get right now.
Publisher not Blogger not Social Media Maven
Luxor hotel & casino by night (Photo credit: Wikipedia)
Tools to lay on your Yellow Brick Road
You will syndicate your rich juicy content through text, audio and video.
It will go to Google +, Facebook, Linked in, Twitter, Pinterest, Pinging sites, Industry sites and forums, etc. Each of these serve as a pathway to your Money Page. But unless you require a shopping cart for a transaction, they can call you as a lead from any of these juicey outposts that you place in your content stream.
Is entertainment marketing?
Is marketing entertainment?
For most of my clients the answer is a resounding no/yes.
We need something a little faster. We need a phone call, an optin.
A buying compulsion if you will. And paying for something that will not payoff for perhaps years is not in the cards.
We are just now coming off the buzz of the Super Bowl. If you didn't watch it stay with me and may I congratulate you for being unique. Many people watch for the commercials. Which is kind of like reading Playboy for the articles or perhaps more apropriately akin to reading if for the ads. Indeed the Superbowl is a huge day for our economy.
113.92 million people from around the globe witnessed the Ravens pull out a bizarre win. I mean the lights went out mid game. Did Beyonce sing or lip synch again? Alicia Keys played the Star Spangled Banner. And well, she was Alicia Keys. (One of my faves)A Super Bowl brings in huge revenues into the city where it is played and where it is watched on TV.
One of the most talked about subjects year in and year out is "which were your favorite commercials?". The GoDaddy commercial was grossing me out. The Ford Truck was heart moving, while the Joe Montana Tide figure was hilarious.
If you watched them then you definitely got a reaction, and they worked in the sense I am talking about them to you. And perhaps you have already done the same. But did you go out and by a Ram Truck? Could you even remember that the cool farm commercial was a Ram truck? Or was it? Until this article I thought the Tide commercial was Doritos.
So I ask you did they work? And more importantly would something similar work for you?
So more than likely you do not have the marketing risk capital to hire a top model like Bar Rafaili and a nerd and the 4mil it cost to run the clip for 30 seconds. And the question that begs asking is why? This has got to be the grossest ad ever. Some are calling it sexist. They should also call it it anti nerd.
Being too funny risks cheapening your service into a clownish caricature of your real Unique Selling Proposition. However, it could be your greatest marketing opportunity currently.
It is where your off line marketing of TV, Direct Mail, and Direct Ads, can mesh with Online Offers,Social Games and Posts.
During the blackout Oreo Cookies posted this graphic to Twitter with surprising speed.
I am skeptical but it is possible. Not sure we will ever know.
Which should be a problem with you. Not being able to measure the efficacy of the Twitter move makes it just a cute entertainment piece. Made to be clever. Not necessarily to sell.
A simple coupon or offer would have allowed them to measure its usefulness.
With couponing, deals and games so available offline and on. So is your business in the game?
By the way You Tube wants your vote on the best Ad : http://www.youtube.com/adblitz
Wow Tim, that's it? I know I know. But hear me out....
Contacting old clients but with a twist.
Instead of reaching them through my newsletter emails. I contacted them from a personal email. But even better than that, I contacted them as a reply as far back as 2001!
Yes, I had people writing back and cracking up that I had responded from an email way back at the start of the last decade!
Marketing 101. AIDA. Attention, Interest, Desire, Action
These emails got the attention and interest to reignite many old relationships into current and future revenue streams. Try it. It is fun, easy, it leverages past expenditures of time and your money and best of all it works.
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Google is and always has been important for traffic.
However, local search has risen to 30%-40% of the marketplace.
Find out how to get local listings in Google, Yahoo, and Bing.
Mind you that a listing is not a first page listing.
Contact us on how to get that.
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We hooked up for a textual interview to find out a little more about this company and the unique Group buying experience they provide in the real estate space. When I investigated them, I saw offers by agents like the one currently running on the top of their home page: "$2,500 cash back at closing when buying or selling a home with Regina Wagner".
What is HouseTipper?
HouseTipper is the first and only group buying platform created specifically for the Real Estate Industry. We offer consumers huge savings on Real Estate and Home & Garden deals. We've created HouseTipper as a central platform for the industry to showcase these deals and use them to help generate qualified leads. Deals are everywhere in Real Estate but sometimes they are hard to find and sometimes you don't get them unless you know what you are doing. Our goal is to change that.
How Does Your System Work?
Our platform works much like other group buying sites. We feature a great deal, we set a tipping point and if enough people buy the voucher then the deal is on. What's different about us is our types of deals.
We offer real estate agent deals, home builder deals, mortgage deals, leasing deals, time-share deals, home & garden deals, and real estate investment deals.
What gave you the idea to start this company?
We liked the group buying model as a lead generation tool and thought it would be great to use to feature something else other than cheeseburger, botox, and Brazilian blow out deals. My partner and I both have worked in sales. We hated cold calling and didn't like buying expensive ads. The group buying model works and our deal-makers like it because there are no upfront costs.
Why wont a Realtor just go and use Groupon or Living Social instead of
Good question. They could but Groupon and Living Social's focus is on high volume impulse buying deals, so I' not sure how much they want to be in this particular area. HouseTipper was created for the Real Estate Industry and we think it's deserving of its' own platform. Plus most Real Estate professionals don't want to be viewed as just another group buying commodity.
How do you get buyers and sellers for your advertisers/Realtors?
We are getting some great deals on the site but the key is distribution. We are working on building up our subscriber lists in each city. In some cases we are working with advertising firms on behalf of their clients. They like the fact that we are flexible and they can integrate a HouseTipper deal page into their existing marketing campaign. We also work with online marketing consultants who are looking for new lead generation tools for their clients. Last but not least, we are also forming strategic partnerships with other Real Estate websites to give our deals even more visibility.
How did you get here? What did you do in your previous life? My partner is a 10 year Real Estate agent. I have a sales and marketing background. I called him up one day to discuss the idea. We then put our heads together and thought of all types of unique ways that group buying could work for the Real Estate Industry. So there you have it. The Groupon of real estate.
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The Cotton and Company sent 65,732 registrants on resort and real estate websites a survey on their home buying intent.
Total responses to date: 807 Survey sent: February 25, 2011 Click the PDF graphic to get the report.
Or visit www.TheCottonSolution.com
Background: The Cotton and Company are industry leaders the sales and marketing of residential real estate throughout the United States, Latin America and the Caribbean. Managed more than 1600 properties over the past 28 years. Provides integrated market research, analytics, marketing, web development, public relations, sales management, and customer database management services.
Some of the more salient findings:
The vacation home market has experienced a rebound in 2011, moving from 4% to 36% interest year-over-year. This is the
highest level of interest throughout the 3-year period.
• In 2010, 95% of the respondents who were no longer in the market for real estate cited economic instability as the reason for not
purchasing. In 2011, 46% of the respondents cited no desire to move, indicating a 41% drop in the response aligned with
• Buyers who must sell their home prior to purchase dropped 10% year-over-year, reflecting 32% in 2011.
• Buyers who plan to purchase within 6 months saw a 21% increase from 2010. In 2011, 25% of the buyers indicate a timeline to
buy within 6 months, however, a 13% increase in the “over 2 years” category was also noted.
• Respondents remained virtually unchanged in their answer to “Have we reached the bottom of the market?” signifying continued
concern over pricing stability.
• The level of anticipated price reduction continues to show improvement in 2011, a result of significant price adjustments in the
market. In 2009, the median anticipated discount was 50%. In 2010, 30%. In 2011, this level has reduced to just 20%.
• Buyer transition indicates a continued trend toward downsizing and geographic relocation. This trend is also reflected in the
increased interest in smaller villa product type.
• 1,700 to 2,300 square feet remains the most popular residence size. However, growth occurred in the smaller home segment
with 31% of the market seeking a home between 1,000 and 1,600 square feet of space.
Mr. Cotton offers up his advice to Realtors and Mortgage pros on how to get their marketing ready to handle the realities of todays real estate market.
I always find it humorous when webmasters speak endearingly about Google or even Facebook as if to kiss up to them. Like that public show of affection will get them brownie points.
It at one time even seeped out to the net that if you link to Google it will help you.
How does such disinformation get propagated across the web?
Information is flying at record speed. As a species it seems we are actually getting less done and less accomplished. Often taking in our information in Twitter or Facebook sized headlines.
Now as a smart marketer you can use this "need to focus" as an advantage by you yourself focusing your marketing. And how do you focus? Have a strategy.
The Godfather of Blogging and Social Media
Not sure if anyone has called Paul Chaney that but I am now ;-) On Facebook today Paul Chaney author of Realty Blogging: Build Your Brand and Out-Smart Your Competition (of which yours truly is quoted) and The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media asked :
This is my full text from the answer to his question:
Time=money. The net has always been a trash bin for ill conceived efforts. But social media will go down as one of the greatest wastes of time and of course money for many businesses. Simply because of its many trappings of the latest greatest.
By its nature it demands interactivity. Of which businesses cannot find much scale in manual work.Unless they go in with a strategy. In other words how does this all fit together?
First clue they are on the fast track to doom? Labels like social media strategist. There is no social media. There is the web. And the web has platforms by which people can communicate.
Its the same as when blogging was the flavor of the day.(what happened to that by the way?). People labeled themselves bloggers etc. If you go in not knowing how the website, the blog, the external publishing all fits. Might as well burn that marketing money.