Understanding the Difference Between Online, Inbound and Social Media Marketing

There we go. Alright, so we’re talking measurable marketing strategy. And what I mean by measurable marketing strategy is we want to be able to do something that we know works okay?

So we can do things like putting on a sandwich board and walking around naked on the beach or something like that. People will see that. Maybe some people will act on it, but we don’t know who saw what and how they acted on it.

Or we might be able to put a sign here or there. I want to be able to do some kind of marketing where I can count how many hours it took me to do it. I can count how many people showed up and how many people clicked once they showed up to go to where I asked them to go.

And then I can see how much money they spent, add all that time up and divide it into the amount of money made and come up with a wow, that was worth my time, or that wasn’t worth my time. So I’m not talking about marketing as in branding. Branding is really tough to measure.

How much is it worth for people to know what my character looks like or something like that? That’s not what we’re talking about here. I’m talking about tangible efforts that we can put forth that people can see and that the marketer can see and know and understand what they’re doing.

And then, at the end of the day, there’s money and money divided by time, and we knew whether it was worth it or not. That’s where I’m at now. I’m going to say something here.

I know Steve’s not going to like this and I still love you, Steve, and I really, really, really am looking forward to you proving me wrong. But for now, I’m going to say my things here. So I want to define some terms to make sure we’re all speaking the same language.

So, for example, when some people say online marketing, they mean this, or somebody else might mean that. And if we’re not speaking the same language, it would be hard to agree or disagree or reach a conclusion. Marketing with high ROI.

Yes, Victoria, that’s exactly. We will talk about roi, the return on investment of time for your marketing efforts. I’m going to tell you from my experience, in some cases it might be anecdotal, in other cases it’s experiences of others.

If we had more than this one time online, I could show you a bunch of case studies that I’ve worked with and all that sort of thing. But I’m going to share with you the time spent, the number of clicks, and what I saw as a result of that. First of all, I just want to discuss the different terms we’re working with here.

Online marketing. When I talk about online marketing, I think of it in three different ways first, and there are more and always combinations. I get that.

But I want to talk about three kinds of marketing that people do online. And the first one I’ll talk about is search engine marketing. Believe it or not, there are other search engines besides Google.

There really is. I mean, of course, they’re big. They’re big everywhere.

But they’re not the only search engine. I have a client down there in Steve Cartwright’s neighborhood, Steve’s in Australia. And gosh, I forget where Lauren and them are at.

I should know that. I’m sorry, but Bing is one of their biggest. I mean, Bing performs for them really, really well.

In Japan, Yahoo is still the number one portal. When people go online to do anything, they start at the Yahoo site and begin to search there. And of course, Google doesn’t even exist in, well, does it kind of exist in China?

So you’ve got Baidu and that sort of thing. You go to Russia and you’ve got Yandex and so on. But when we talk about search engine marketing, what I’m thinking here, when I use these words, online marketing, doing search engines, I’m thinking of pay-per-click or buying AdWords, throwing money at Google, saying, hey, would you please put me somewhere where people notice when they use these keywords that they’ll click on me and come buy something that made it worth me paying you, Google, to put this up there, by the way, Google.

I live about, gosh, seven, eight miles, about 1012 kilometers from Google headquarters. I can drive over there. I can almost throw a rock and hit them.

But I’d have to throw it really far. So it’s really about 1012 kilometers, 6, 7 miles. Yahoo.

It is 1.5 miles from my house, barely 2 1/2 kilometers away. If I turn right and go the other way, there’s Apple headquarters. Apple.

It’s right down the street, about 3 miles, 5K. LinkedIn. LinkedIn.

It sits in Caddy Corner. Sits caddy corner. From the supermarket where we shop to buy milk and food, I can walk there in less than five minutes.

If I walk really slow, it’ll take me eight minutes. All that means is that being here in the heart of Silicon Valley means my mortgage is really high. I have to spend a lot of money. I don’t know what that has to do with search engines.

Oh, back to, back to the search engine. So Google makes a ton of money, and there’s nothing wrong with them making money. Google.com/.com is equal to commercial, and it is a commercial enterprise.

But lots and lots of people throw money at them saying, hey, I want to buy this word so that when people put that word in there, I will show up. Well, make no mistake, that model will work. It really will.

If you spend enough money to compete with other people who want to use that same word or be noticed in that same word, it.