Podcasts Buzz Marketing online marketing

With tens of millions of users (but probably not the purported 100 million), MySpace.com is a force to be reckoned with. Especially when you consider that MySpace apparently drives more traffic to online retailers than MSN Search, according to some recent Hitwise data.

But MySpace is hard for many of us adults to get our heads around. It just doesn’t seem logical: How does it hold the interest of so many young people with short attention spans, despite the fact that the design/usability is so atrocious, the Web page creation platform is so frustratingly restrictive, and it’s chock full of so many profiles that are obviously fake, spam, duplicated, or abandoned?

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It’s 2007 already. If you are like most merchants, you’ve followed the advice of your NSO firm and completed some basic site optimization projects. You routinely spot check your Google indexation, and your rankings on 100 or so “trophy” keywords to show your executive team. And a look at your web analytics shows your natural search channel sales growing. So what’s wrong with this picture?
Let the Long Tail of natural search and KPI metrics strengthen your website through best practice SEO.

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The WordPress plugin “Replace by Referrer”, written by Charlie Evans, Sr. Developer at Netconcepts, was designed for a client who had advanced tracking capabilities in place but no way to utilize them. When prospect phone calls came in they wanted to know which search engine referred them. Additionally, they wanted to offer a different phone number displayed for each search engine. The Replace by Referrer plugin was developed to automatically replace defined text on pages and posts within content depending on search engine referrer.

If Google refers a visitor to your site, a custom phone number (specific to Google traffic) or a custom link (to a specific Google referred landing page) will be displayed to that visitor. The same technology can be applied to MSN (rebranded as Live Search), Yahoo, and all other search engines as well without having multiple pages for each search engine.

It is completely free and has been released as “open source” under the GPL license. So enjoy!

Features include:

• Allows you to replace specific text strings in pages and posts with search engine specific referrer content.
• Session identification specific to search engine. Replace by Referrer remembers which search engine the visitor came from throughout your entire site.
• And best of all, it’s FREE!

Download the plugin!

Installation instructions

1. Upload replace_by_referrer.php to your wp-content/plugins directory.
2. Activate the plugin.
3. Go to Plugin Editor
4. Click the “Replace by Referrer” file in the right hand column
5. Scroll down to “// comment about this replacement” (See example below)

   // comment about this replacement
'{test1}' => array(
    'google' => 'google1',
    'msn' => 'msn1',
    'yahoo' => 'yahoo1',
    'default' => 'default1',
)

   Replace google1, msn1, yahoo1, or default1 with any text string.

   For Example:
   // comment about this replacement
'{test1}' => array(
    'google' => '1-888-207-1109',
    'msn' => '<a href="http://www.netconcepts.com">netconcepts</a>',
    'yahoo' => '<img src="http://www.example_image_URL.com" />',
    'default' => 'This default text would appear in place of {test1} if the referrer is not Google, MSN, or Yahoo',
)

6. When you have everything configured, insert {test1} within a post or page where ever you want the specified text seen above to appear.

Note: In the example seen above, if Google were the referrer, {test1} would appear as “1-888-207-1109″, if MSN were the referrer, {test1} would appear as netconcepts, etc.

To-do

• Configure all the referrers and replacements via the WordPress options menu in the Admin, as opposed to hardcoded in the plugin.
• Modify the code so that you can serve the text string based on referring keyword, as opposed to referring by search engine.

Feedback?

Got a bug to report? Or an enhancement to recommend? Or perhaps even some code to submit for inclusion in the next release? Great! Share your feedback by commenting to this post.

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Heidi Cohen, author for ClickZ, discusses the latest Advice & Opinions. By & for Marketers. In this section, Cohen gives high-level explanations for “Ten Trends to Drive Traffic and Sales in 2007.”

At top if this list are “social media” outlets and proper “search marketing.” Cohen gains input from Netconcepts’ Founder and President, Stephan Spencer for his expertise on these trends.

Spencer first describes the importance of social networks and their key role in today’s marketing. He goes on to explain the dynamics of search marketing and how companies will need to tap into the Long Tail of natural search if they want to seriously compete in the market place.

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P J Fusco’s unscientific survey shows marketers are still missing the boat on PPC. Selecting only jingles and buzzwords that didn’t include brand names, she decided to see if the big names were putting their money where their mouth is when it comes to the Web. And the results were surprising, says Netconcepts’ PJ Fusco in this article for ClickZ.

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As a brand owner, it is important to recognize the role in which search marketing plays in the wider marketing mix and understand that it is more than sprinkling a handful of keywords on pages. Natural search marketing or search engine optimization is more than just keywords.

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Tim Parry author for Multichannel Merchant discusses the dark-side of the Blogosphere. Links, community, and sharing are all great aspects of Blogging. However, slander and company wrong-doing, when posted on blogs, can have severe consequences.

Parry turns to Found and President of Netconcepts, Stephan Spencer for best practice advice on the blogosphere. Spencer contributes 5 Tips for Beginning Bloggers. These tips include…

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The most important aspect of buzz marketing is being able to create a story that consumers as well as the media will find interesting and relevant. That story can be simple—but it must be visual. It can start with a product, but it must have a contagious element added in. The reason that people talked about the Palm Pilot, for example, was its “wow” effect—and it was visible. Some may say this is not part of marketing. Our panel disagrees.

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Your brand, products and services all benefit when people are talking about you in positive terms. Word-of-mouth can be a wonderful tool to add to your marketing arsenal. Of course, it’s not new, so how has word-of-mouth marketing—also known as buzz marketing—evolved into the 21st century? How does it differ from viral marketing or customer evangelism? And how do marketers use buzz marketing strategically?

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In this teleseminar, Netconcepts’ founder Stephan Spencer talks with buzz marketing experts Dave Balter, Luanne Calvert, Ben McConnell, Jackie Huba, Jim Nail, Jerry Needel and Emmanuel Rosen.

Learn what buzz marketing is, how to implement an effective buzz marketing campaign and why word-of-mouth can be a wonderful tool to add to your marketing arsenal.

Read the Executive Summary: part 1 and part 2

Download the Transcript: PDF (300 K)

Produced by MarketingProfs.com

 

 Buzz Marketing Podcast Roundtable Interview [105:28m]: Play Now | Play in Popup | Download

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