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The Giant Robot Guide to Combining Marketing Tactics

By: Guest | October 9, 2012 | 
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Today’s guest post is by Andy Crestodina

When I was a kid, I watched Voltron, Defender of the Universe.

Unlike other giant robots, Voltron was actually five robotic lions that could combine into one huge robot.

I loved it.

Those robot lions were tough, but there’s no way they could have defended the universe by themselves.

Your marketing is no different.

It’s marketing combination that gets the best results.

Here’s a guide to combining marketing tactics with a single piece of content.

Search Optimization

SEO is about driving traffic over time, by indicating relevance to Google.

  • Research keyphrases using the Google Adwords Keyword Tool. Choose a phrase that gets a decent amount of search volume, isn’t too competitive, and is relevant to your audience.
  • Use the phrase in the title, the header, and several times in the body of the article. Link to the article from other pages and posts, using the target keyphrase in the text of the links.

Email Marketing

Email is a powerful and, often, underestimated traffic driver.

  • Write a subject line that both grabs attention and describes the article well.
  • In the email, use a short paragraph as teaser text that doesn’t give away too much.
  • The link to the article should include tracking code generated by Google’s URL Builder. This will segment out email traffic as a campaign in traffic sources within your analytics.

Social Media

Sharing the content inside and outside your network is a powerful traffic driver.

  • Schedule tweets promoting the article. Send a few during the next few days and a few in a month or two.
  • Use FilterTweeps to find people who are both influential and interested in the topic. Mention them in tweets.
  • Post on the major social networks, Facebook, LinkedIn, and Google+. Also post the content on sites where your audience is likely to spend time.

Conversion Optimization

The true power of the content is in its ability to compel visitors to take action.

  • Add a call-to-action at the end of the post, encouraging visitors to comment.
  • Make sure there are email signup forms appears near the post. The form should be prominent and give visitors a reason to subscribe.
  • Link from the post to product and service pages, creating a path from the post, to your offerings and ultimately, to your contact form.

Analytics

If you aren’t measuring results, you can’t keep improving your results.

  • Measure open rates to optimize your subject lines
  • Measure clickthrough rates to optimize your teaser text
  • Measure sharing to optimize your social media activity
  • Measure rank and search traffic to optimize your keyphrase targeting and keyword usage
  • Measure conversion rates to optimize the real value of the entire effort.

Only when you combine these tactics does your marketing turn into a giant robot. Only then do you become Voltron, Defender of the Universe.

Andy is a web strategist and co-founder of Orbit Media, a web design company in Chicago. Yes, you can connect with Andy on and Twitter, or contact him using his favorite web marketing tool: 773.353.8301.

27 comments
LuisD2DPrint
LuisD2DPrint

I actually that that PR would be the individuals who are piloting the robot.  

crestodina
crestodina

@sayitforyou @mdbarber @coledouglas7 Thanks for sharing it! The Giant Robot Guide to Combining Marketing Tactics http://t.co/PJxOzZWK

crestodina
crestodina

@jocmbarnett Thanks for sharing! Honestly, I didn't know there were so many Voltron fans out there. Delighted that @Voltron is following me.

philszomszor
philszomszor

Great analogy. What about PR though? It feeds and provides context to some of the other areas you've highlighted? 

Robert Murphy (Jitsu PR)
Robert Murphy (Jitsu PR)

"Da da dada da dada...Da da dada da dada....Let's go Voltron Force!"

 

Great article. Excellent way to visually represent forces that go well together.

 

But, I admit. I was going to click on Voltron's picture link even if the article was about grass growing! :)

jasonkonopinski
jasonkonopinski

@ginidietrich @crestodina Any post that uses Voltron as an illustrative example wins in my book. :)

Anthony_Rodriguez
Anthony_Rodriguez

Hey this sounds just like marketing in the round, Voltron style! And by the way, Voltron was my favorite cartoon growing up too.

magriebler
magriebler

I love a good visual and this is it! Best of all, you assigned body parts. :-)

 

Too many of us take the Scarecrow approach to our work. Great ideas and execution aren't enough; we need a "brain" and it's called analytics. That takes you from straw (flammable, gets easily blown down by wolves or CEOs) to Defender of the Universe in no time! I'm mixing metaphors with abandon. Thanks for a fun read.

CatherineJohn
CatherineJohn

@SpinSucks I heart this so hard. I hope to remember social media strategy as a Voltron mecha forevermore

LuisD2DPrint
LuisD2DPrint

Well if thats the case my personal 5 members choice would be 90's Mighty Morphin Power Rangers. 

jocmbarnett
jocmbarnett

@crestodina Really enjoyed the post and it appears @Voltron is a fan of both of us now. Can call it a day now! :-)

RyanDerous
RyanDerous

 @philszomszor I had the same thought. Love Voltron, but what about PR?There's a model for effective businesses, where at the foundation is all the marketing processes and PR, as well as customer service, sales, etc. In an effective business, all these tools will work in harmony, similar to Voltron! 

 

-Ryan

http://www.ryanderousseau.com/

crestodina
crestodina

 @StorchMurphy I should write a follow up about the power of images. :)  

 

I wrote this after reading Ready Player One. If you grew up in the 80's, you won't be able to put it down.

ginidietrich
ginidietrich

@jasonkonopinski And the image of Voltron broken down by marketing tactic was pretty awesome @crestodina

crestodina
crestodina

 @Anthony_Rodriguez Voltron would have no trouble breaking down the silos! This post actually isn't part of an emailed newsletter, but it does take advantage of the other 4 "robots." In a few days, I'll check to see if it's ranking...

crestodina
crestodina

 @magriebler Yes the head has to be the Analytics!

 

I've been using a new type of analytics called "Author Stats". Have you heard of this? As long as you tag and link your articles for Google Authorship you can log into Webmaster Tools with your G+ login and see the performance of ALL of your articles. It's pretty amazing. I'd be happy to show you if you're interested...

crestodina
crestodina

@CatherineJohn @SpinSucks Glad you liked the post! Voltron is alive and well on YouTube...

crestodina
crestodina

 @RyanDerous  @philszomszor I admit that I'm a "traditional" digital marketer and not an expert at PR. So I'm in over my head here, but I'll still try to answer...

 

PR could certainly be it's own section of Voltron or the flaming sword. But when I think about the process and the outcomes of PR, I think of it as a combination of SEO and social, very similar to guest blogging. It's about writing, pitching and leveraging the audience of others. It has SEO and social media benefits.

 

Would you agree that guest blogging is a form of PR?

Ryan Derousseau
Ryan Derousseau

 @crestodina  @RyanDerous  @philszomszor Yes, Guest posting is definitely a form of PR. In fact, I offer free guest post templates for anyone interested in increasing their guest pitching for blogs or media: http://www.ryanderousseau.com/2012/09/14/free-guest-posting-template-now-available/

 

And where PR fits and what you have described is actually the point I was trying to make with the business foundation. With proper PR, your SEO efforts will improve, as will your social. A proper marketing campaign will also do these things. But where PR differs is it defines your public message to the world, while offering third-party points of approval through media hits (plus it can be cheaper!). And it's a plan for networking with media directly, which differs in many ways from the forms above since journalists will often overlook those efforts. Granted, there's a lot of aspects of PR. But that's one of the main keys.

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