Don't Ignore The Intangibles of Marketing!

by drmani
3 replies
I've been reading an interesting debate about article marketing
on directories
done for back-links and traffic, versus for
syndication.

As with many powerful marketing strategies, the biggest benefits
from article marketing are intangible and not apparent on the
surface.

I'll share an example of Twitter marketing, which is one more
powerful resource that's overlooked by many who obsess over only
the obviously clear benefits - and ignore the deeper, often more
powerful component.

On Twitter, I have a big network - of REAL people whom I interact
with. Many of them are members of big networks themselves, which
gives me exponential reach to a huge audience through my friends.

I've leveraged my interaction through tweets to get a guest blog
post (twice) on Darren Rowse's Problogger, to get a message about
my book launch emailed to a list of 700,000, to have my fundraising
event spread virally to over 1 million people on Twitter, and
more.

But barely 50 people out of 5,000 followers will click on any
particular link I tweet out - which is a pathetic 1% direct
response!

If you only focus on that, Twitter is a failure. (But of course
it isn't!)

With article marketing, I've got anecdotes to share that went
along a similar path.

For instance, I'm guest blogging for Yaro Starak on a weekly
basis, at Internet Marketing Blog - Entrepreneurs-Journey.com by Yaro Starak

This is a blog with 100,000+ readers, and many high PR pages
that link back to my site now that my articles are published
on it. And while those are powerful benefits in themselves,
the far bigger impact is intangible.

There are spin-off benefits that are cropping up daily. I've
got an offer for doing a project that could be very profitable
when it's completed.

And even here on the Warrior Forum, most of the biggest wins
I've enjoyed came from intangible side-effects of posting a
message on the board or replying to a PM. Not from clicks on
my signature links, or from WSO sales, or from an article in
the directory, or a blog post.

Why does this matter?

Just to suggest that not everything can be measured DIRECTLY
using metrics like click-throughs or ROI or conversion rate.

There are intangibles in every piece of marketing.

Staying open and alive to those possibilities enriches your
efforts enormously. And when you experience these special
moments, it's magical!

All success
Dr.Mani
#ignore #intangibles #marketing
  • Profile picture of the author David Lamb
    Your points are well-taken.

    So many marketers use article marketing solely as a backlink generator. They spray the article directories with low-quality content under various pseudonyms.

    Most of them never seem to realize that posting fewer high-quality articles under their own name will build their brand and their reputation higher with each article.
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    • Profile picture of the author marciayudkin
      Just to suggest that not everything can be measured DIRECTLY
      using metrics like click-throughs or ROI or conversion rate.

      There are intangibles in every piece of marketing.
      You are absolutely right, Dr. Mani. There are some people out there who teach and act as if, "If it's not measurable, it's not real."

      A related and equally wrong-headed rule of thumb is that you should go only by numbers, which means that every customer or lead is equal to every other.

      Someone smart like Dan Kennedy recognizes that some fans/prospects/customers are way more valuable than others. For example, one reason why Dan Kennedy writes and publishes books is that he's observed that people who have read one or more of his books are far more intensely interested in buying other things from him than others who have been exposed to his work.

      Similarly, some of my clients find that someone who calls in a question turns out to be more serious and more lucrative as a client than someone who emails a similar question.

      You need to look at the whole picture and realize that some effects yield massively more than others that might appear equivalent.

      Marcia Yudkin
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      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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      • Profile picture of the author drmani
        Originally Posted by marciayudkin View Post

        You need to look at the whole picture and realize that some effects yield massively more than others that might appear equivalent.

        Marcia Yudkin
        I bolded a part of your reply, Marcia, because it so nicely represents
        my thoughts about the effectiveness of article marketing as it pertained
        to the discussion on that thread I mentioned above.

        Only the marketer in question knows for a fact how well a twist to the
        process works - and anyone who mocks the process without knowing
        how well it works is missing the bigger picture.

        The one effective way to know for sure if something works for you or
        not is to run a test and see.

        That's simple - though not 'easy'

        All success
        Dr.Mani
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