Tag: Bloggers

The Art of Stroking the SEO Ego

Social media, SEO, and the ego of a marketing / sales person.  All three of those things are gigantic, and all continue to grow out of control.  But even the juggernaut universe of the social web is dwarfed by the sheer size of some SEOs’ egos.

As marketers, we should be keen on spotting imbalances in markets.  Trained ninjas sizing up the competition, and spotting opportunity.  Low hanging fruit is what we live off of.   Well, the imbalance of the size of peoples’ egos versus perception creates the perfect formula for that low hanging fruit.

Ask yourself; why is it so many web marketers are such easy prey when it comes to ego stroking?  It’s simple.  The power of YOU.  “YOU” is the most powerful word in marketing.  “YOU” is the new “FREE.” “YOU” are susceptible, and even “YOU” can’t hide from the essential human need to be recognized.

Perception is reality, and if the person stroking “YOU” is somebody who has you believing they are larger than life, or at least larger than you, “YOU” will always notice if they notice “YOU.”

Lists of people you consider to be “aspirational” (somebody who’s position you are striving to be in) are an effective way to make them to notice “YOU.”  Everybody recognizes recognition.  Link to some of your favorite bloggers or industry experts, especially if their following is similar size or maybe just a little bigger.   With some ego stroking, they will notice.  Heck, they might even link back.  And you’re putting karma points on the board.  People like people who like them.

But if you want to make an even bigger dent, link to somebody who is HUNGRY.  Somebody on the front lines, right now, trying to get where “YOU” are at.  Somebody who finds “YOU” aspirational.  There’s a lot more bang for your buck in making a big impression on the next big thing, instead of getting in line to impress the current big thing.

So re-assess your next ego bait piece for a minute.  What’s going to get your more milleage, a lot of a little that is growing, or a little of a lot that is not?  Think about it. And take time to notice the new kid on the block.  That kid might just be the next big thing.

[edit - karma points on the board for Jason from ThinkBasis for the link hookup- Thanks man!]


Getting Laid Because You’re a Blogger!

I’m Not a Player, I Just Blog a Lot!

People have different motivations for blogging. Some do it for money, some for creative expression, some for their corporation, and some just do it all for the nookie.

Enter the MySpace blogosphere.

Combine the flaming of the politics and religion forum at Digital Point and the subtle passages of a true romantic with the class of a low budget fluff girl and you would have a phenomenon similar to this little corner of the Internet. The scene is odd.

At first I couldn’t understand the motivation. Why would you blog so hard only to serve somebody ELSE’s ads? I just could not comprehend. That is, until I met the man who OWNS this crazy environment, Super Jabs and the Mighty Ball Sack, at my brother’s house the other day. For those who don’t know Jabs, (his real name is Ted) he is a perennial #1 blogger on MySpace’s Popular Blogs section and he has a huge following of mostly hot girls who consistently show him their boobs.

Me and Ted sat outside having a beer, just shooting the shit talking about how we use the web. Even though we both work our butt’s off pimpin’ the web all day every day, it was almost like we spoke different languages. We even tried to coach each other, but I’m still not sure if either of us gets each other’s perspective 100%. Each sentence I said went something like this:

“Dude if you just [blah blah] you’ll make like [blah blah] dollars. You could do it so easily!”

To which he responded:

“huh, I dunno man. I’m not sure if that would work for me”

Then he would say:

“Dude if you just [blah blah] you’ll get like [blah blah] chicks to [XXXXXXXXX]. It’s that easy!”

To which I would respond:

“huh, I dunno man. I’m not sure if that would work for me”

As we swapped stories about our experiences, I realized something. All of my stories were basically about business successes or opportunities, and all of his were about crazy chicks and crappy bloggers.

At this point, I began to wonder if I was gay or something. WHY the HELL can’t I leverage MY blog-O-liciousness into girls sending me pics of their boobs? I mean I’m good at “web stuff”. I have a certificate in desktop configuration and everything. This dude has women THROWING THEMSELVES at him every day… and I don’t mean those fake women who are “new in town and want to meet new people” who’s profiles will be banned by the time I get done with their webcam. I mean real girls who want to fly to Arizona dressed in latex to rub his feet while he plays X-Box.

On the flip side, this guy just wants to get paid for the effort he puts into his blog, and is having a tough time with the fact that I have a fraction of the readership, but I monetize the web like a peyamp.

I guess the grass is always greener on the other side eh?

Anyways, all this crap gave me a few ideas. And for those who’ve seen how bloggers can sometimes get treated like rockstars… just wait until this next post coming up. I’m gonna get all Timberlake on yall, with the help of my good friend Dana. (AKA Skorp, the MySpace A-list blogger who introduced me and Jabs)

Just wait and see, this next one is gonna ROCK!


DrinkBait Recap: a Drunken Buzz Marketing Experience

DrinkBait: I Did It For The Buzz.

Here’s a little story of how one crazy web guy tripled the traffic to his personal blog simply by trying to jam as much fun into a 36 hour period as possible. For less then the price of a single Yahoo! directory submission or one hour for a high traffic phrase on Adwords, I became pseudo-famous for at least one day in the SEO world.

A wise man once said: “The trick to SEO is finding out what the search engines want, then giving it to them til they bleed”. The question is, what DO the search engines want? Do they want anchor text links on tons of external domains? Link exchanges? Div positioning and table tricks? Probably not. I think they want to know where the buzz is at.

The BackGround

Before PubCon 2006, a guy named Nathaniel Broughton and his buddies came up with a brilliant idea which they thought would make great “LinkBait”. (more on that term later) By developing an SEO Drinking Contest, they combined the power of the blogging SEO community with the social aspects of a major web conference and the party atmosphere of Las Vegas.

Brilliant idea to get people buzzing. Everybody knows that any conference like this has it’s fair share of social climbers begging to get a picture with a semi-famous SEO personality. The root of the contest was a no brainer. People where already going to buy drinks and get pics with these luminaries of search listed within the contest.

To seal the deal and insure that the blogosphere would participate, they offered a cash prize of up to $1300 to the winner of their contest. This was a no brainer. Who WOULDN’T submit their pics to the contest and who WOULDN’T link to such a neat, buzzworthy blog post if they might be featured as winners or shown next to their favorite SEO Rockstar on a highly trafficked blog, and even potentially earn a nice little cash prize?

Somebody is already catching a buzz. Google better find them if they want to stay relevant.

How To Make Your Viral Marketing Monster Work For You

Viruses by nature only need to be introduced to one person, at one opportune time, to spread like wildfire. Back in the 80s a man named Gaeten Dugas, who had contracted a relatively unknown virus, almost single handedly helped kickstart an epidemic in our country. For politic reasons this may be a bad example to use on how to positively spread a viral campaign, but it illustrates an important point. One person can multiply the results of a virus or viral campaign by moving quickly at the very beginning. If the virus hits the right person at the right time, it will spread exponentially faster.

When I first caught wind of this campaign, I was already excited to get to Vegas. I love the fun, the action, the free drinks and pretty girls, and I love marketing. Can’t get much better than a company sponsored trip to Sin City to attend a web marketing convention with most of my favorite speakers. All I need now is a little motivation to get my bags packed and stop playing “bicycle” with my daughter. So I hopped on Technorati to find out who’s blogging about the upcoming conference to see if there was anything I should know about such as parties I wasn’t invited to or things I can expect when I get there.

That’s when I found it. My excuse to mingle, my reason for going to the conference (aside from the potential nuggets of knowledge and possible contacts), my favorite new idea. PubCon Drinking Game.

Right place, right time, I was infected with the viral and they made a monster out of me.

Working the Angles

Now I’m in Vegas and rolling into the conference. I did my research and I was ready to mix it up. I immediately was greeted with like minded people who were equally as motivated as I was to engage in conversation. Being outwardly social and sincere with the nearest stranger can often kill the awkardness of a new crowd and can sometimes have long term benefits. I was feeling OK and getting into and out of sessions, but I was mostly obsessed with the contest. How am I going to win if I have no idea where all the rockstars of my industry are going to be?

That night I went out with my little brother and a friend from work and just did the typical Vegas gambling, drinking, flirting.. it was normal Vegas fun. Then out of nowhere at Nine Fine Irishmen in New York New York I saw one of my bloggers. (I call them “my bloggers” because I’ve been reading their blogs for quite some time and felt like I already knew them)

Greg Boser and Oilman Todd Friesian where surrounded by a bunch of women (and guys but I was mostly blind to them) and having a great time, probably reveling in their coolness. I asked for Greg if I could get a pic for that drinking game, and he laughed and said “Only if you buy me a beer” with perfect timing. He chuckled to Todd and said “Hey this is the first guy buying drinks for that drinking game” who immediately stepped and and mentioned he was also worth big points. (note: this was not condescending, he was totally digging the fun)

So I got my pics and left wondering where the other SEOs are, and how on earth can I possibly find them? I just chatted it up with two big guys and made them both chuckle a bit. I want to duplicate that with every big shot in the search industry. But how.

That’s when it hit me. Marketing 101. Deliver the message to the target audience WHERE the audience is. Target. Path of least resistance. Make noise where it is heard.

Hit Them Where They Are

I needed to find out where they would ALL be. Quick, think, they are all at the conference during the day, but where else… where else would they all be at the same time? Nowhere else, that’s where. It’s Vegas and at night people will scatter and do whatever they fancy. Now at least I know I need to use the conference itself as the time / place to deliver “the campaign” (or up until this point, drinks). Now I need to figure out how.

I spent the night thinking about it, do I buy a bunch of beers and put them in a back pack? Do I buy a bottle and some Red Bull? with cups? Is that even legal? That’s when it hit me. Nips. I fell asleep happy, knowing I can technically buy drinks for people without being at a bar and somehow get some pics the easy way. I found a loophole.

Kick It Up a Notch!

On day 2, knowing I would be waiting til the 3rd day of a 4 day conference to hand out the drinks (so nobody could steal my idea) I took a break from the conference to hit that SEO Thursday blog. That’s when I saw a person named markus941′s comment left at 10:04 AM.

Oooooh, I want to play.I’ll be staying at Harrah’s so a Bass Ale, but if you see me @ New York New York it’s an Irish bomb all the way.Nice “drinkbait” post by the way.”

DrinkBait! That is just too funny. One of the hottest topics in SEO lately is LinkBait, because it is not trying to fool Google or fake popularity… it is creating content with the purpose of making it “link worthy” to HELP search engines find cool new relevant content. The idea is brilliant. DrinkBait is obviously a funny little shtick, a play on words, and also very relevant for an SEO convention in Vegas since both are prone to high levels of alcohol consumption. Double meaning- both funny, both relevant.

Perfect. I need to find out NOW if that domain exists. Might be worth some links, might be worth some buzz- worst case I meet everybody and they all know my name, which in itself holds value. Within 5 minutes, I bought the domain name from Moniker and put together the plan of attack.

Tying It All In Together

In order to be successful, a good marketing campaign needs an implementation plan. So I planned out my day accordingly. Wake up, buy nips, write blog, print drinkbait.com labels, tape labels to bottles, search for web gurus and snap pics.

Within 30 seconds of getting off of the monorail, I spotted one of those SEO consultant rockstars and ran up with the bag of drinks. Great ice breaker, good shtick. “Hey Todd, you rock man! What’s your favorite drink?”

He laughed, about seven times actually, and was basically speechless. (which is the exact opposite of what would normally occur when you run up and meet somebody who has no idea who you are, but who you respect immensely)

It was too easy. One by one I found industry experts and delivered the DrinkBait. Every time it was received with the same enthusiastic laughter and appreciation. Hell, it’s a free drink that has a few side jokes attached- who could resist? (well one person did actually resist, but more on that later).

Then, I saw The KingPin of the Search Industry. Standing right there talking to a guy next to me.. I waited as patiently as I could when I finally blurted my shpeel about the contest and the drinks and the whole shebang. I sat like a little kid who just gave his dad his first Christmas present that he bought with his own money.  It seemed like it took an eternity to gage his response, and then I was met with a warm inviting smile and a chuckle. “Oh now THIS is great! I love the idea! I gotta to let a few people know about this!”

I was floored! The top guy in our industry giving ME props? I felt like a million bucks. The rest of the drinkbaiting seemed easy. IN fact, I even approached the almighty Matt Cutts ON STAGE to give him his bottle… and here’s the kicker- he already knew about me and was excited to let me get my picture taken with him! I felt like I had arrived.

Taking it to the Next Level

It worked. Everybody loved the silly buzz marketing stunt. Now comes phase II- making it bigger and better. Just like any marketing campaign: you start with a smaller test and based on the results, you either turn it up, turn it down, or turn it off.

After a day to think about it I had the perfect slogan for my campaign. “DrinkBait: DOING IT FOR THE BUZZ”. I went and bought a shot glass necklace, more nips, more labels, a label for my back and picked out my silliest most buzz worthy shirt out of my suitcase. Today was the “networking session”, AKA: DrinkFest. If I was going to make noise, this was the time and place.

I met almost everyone, and they all knew I was coming. I was being waived at and big industry experts where waving yelling out “DRINK BAIT!”. I got a bunch of pics, drank a lot, and even got interviewed by WebProNews. It definitely made a lot of buzz, and now when I go to conferences things will probably be a little different. The people I felt like I have known for so long will mostly know me now too. Good or bad (mostly good) this campaign created exactly what I think the search engines, and people want. They want the buzz.

The Results

It took exactly one day for all search engines to find my site and rank me #1 for the term DrinkBait. Now, this term is not competitive, but you gotta admit that’s still pretty quick. I did not try to build one single link. No link exchanges, no self linking from other sites, no text link ads, no link whoring. I just got some links because others picked up on the buzz and because my site was optimized for it (don’t mind you that the term was practically non existant to this point, just re-read that last sentence again and LOVE it!).

You can’t get banned from a search engine if people link at you because your topic is interesting. So if there is any takeaway for an SEO to get out of this, it is make something buzz worthy and you assume no risk. You’ll probably get some links because it is good, interesting content.

Takeaways for marketers: give new things a try, don’t be shy, go with your gut but let logic guide you as you go, and watch CLOSELY for opportunity.

Hopefully I can expand on this lesson and learn how to be the best viral buzz marketing SEO out there. Maybe I’ll end up on one of those lists where people should buy ME drinks just for being known for doing what I do best. Catching a buzz!


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